The Choice Of Assisted Suicide - 1314 Words

ed. For the immense number of ill patients, the solution to their suffering is predominately quality sedative care, of which I ardently encourage. Though there are ill patients who seek sedative care, there is a significant amount of terminally ill patients for whom palliative care is not the solution and who suffer tremendously until they die. These are the type of patients who wish to end their suffering by making the decision to end their lives with the assistance of doctors. This also allows them to end their lives with dignity, and place of their choice. The only way to prevent suffering of this amount is to revise the law so patients are allowed to lawfully receive assistance to peacefully pass away. The acceptability to†¦show more content†¦Though the minimum age is 18, the average age of female patients to whom PAS was administered was 65 years old; for men, the average age was 62. For both men and women PAS was most frequently performed in the age-categories of 60-69 years and 70-79 years, and the demographics of those who choose to administer assisted suicide is discretely towards those who are elderly. With this, those who choose to end their life with dignity have lived long enough to make such a decision. In places where assisted suicide is legal there is no evidence that the law is being abused, impotent populations are being targeted, or that the patients are being constrained by physicians and or their family members to choose this action. The right to die and to decide when life is no longer worth living for is essential for human freedom, autarchy, and personal sovereignty. Neither the government nor religious establishment should foist their own notions of ethics upon individuals who are not harming others. A ban on physician assistance to suicide as applied to suit terminally ill patients who wish to avoid the unendurable pain, substantially interferes with one’s protected liberty interest and cannot be sustained. Envision yourself facing endless suffering and excruciating pain but can do nothing about it. One becomes desperate to find solutions to end their agony but chooses not to ask beloved ones due to the trouble it couldShow MoreRelatedThe Choice Of Physician Assisted Suicide1441 Words   |  6 Pagesof Physician-Assisted Suicide Imagine sitting in the doctor’s office waiting to hear the results of a recent test that was done. The doctor comes into the room and breaks the news that you have a debilitating illness that will continue to progress quickly, eventually leaving you in a vegetative state. Knowing that there is no cure, and not many options for treatment, what would be the next step to consider? If you had the option to die, would you take it? Physician-assisted suicide remains a controversialRead MoreAssisted Suicide Should Be a Choice Essay930 Words   |  4 Pagesillness should get the option of assisted suicide. Millions of innocent people suffer every day from physical pain such as heart failure, chronic lung problems, kidney disease, AIDS, cancer and other serious fatal problems [Hospice Report Card]. When a person with a near death illness knows when their life is over they will no longer enjoy the simple things in their life and the slightest trickle of sweat will send them to there knees in excruciating pain. Assisted suicide is legal in Oregon, WashingtonRead MorePhysician Assisted Suicide As An Individual Choice1819 Words   |  8 Pagesongoing pain and agony through physician assisted suicide? Physician-Assisted Suicide (PAS) is highly discussed topic because it brings about several moral and ethical questions such as who is the true leader of our lives. Is suicide an individual choice and should the highest priority to humans be alleviating pain or do we suffer for a purpose? Is suicide a purely individual choice? Having examined and even experience the effects of physician assisted suicide, I promote and fully support its legalityRead MoreEuthanasia And Assisted Suicide : A Patient s Choice1742 Words   |  7 Pages Euthanasia and Assisted Suicide: A patient s choice in their type of death. When a patient is terminally ill or is experiencing extreme pain, often Euthanasia or Assisted Suicide can both be plausible options to end any suffering. Euthanasia is currently legalized in seven countries and parts of the United States (New Health Guide). This number is not likely to increase soon because of the high controversy, which is due to the very serious topic of this matter: a person s life. The generalRead MoreAssisted Suicide : Pro Choice Or Anti Life?1130 Words   |  5 PagesPhysician assisted suicide is a topic that promotes debates from all sides. At the core of the physician assisted suicide debate is the idea that people should have the right to commit suicide if they choose to. There are those who feel human beings should have complete control over what happens to their bodies. Then there are those who feel we should strive to save life at all costs. When you add in the idea of a physician who has sworn to do no harm helping a person to end their life, the deba teRead MorePhysician Assisted Suicide Should Be The Choice Of The Patient2697 Words   |  11 PagesAbstract Physician assisted suicide is the process of ending one’s life with the administration of lethal injection with the assistance of a physician. Throughout the years, euthanasia has become a controversial topic, determining whether not it is ethical for a doctor to end a patient’s life. On one side of the argument, the negative term suicide creates this illusion of sin and many citizens believe that the task of ending one’s life should not be placed in the hands of a doctor. Doctors have aRead MoreUtilitarian And Virtue Ethics Of Physician Assisted Suicide1314 Words   |  6 PagesPhysician Assisted Suicide Physician assisted suicide or PAS is a controversial topic in the world today. But the important question is, should physician assisted suicides be allowed in cases such as: the patient’s suffering is far too great and there is no chance of them getting better? This is a highly debated issue, that has activist groups on both sides fighting for what they think is the right thing to do. Physician assisted suicides can stop the excruciating pain a patient is in, especiallyRead MorePros And Cons Of Assisted Suicide1609 Words   |  7 PagesAssisted Suicide Assisted suicide is when you give someone else permission like a physician, to kill you. Assisted suicide is legal in at least six states (Tolle, 1996) and there is lots of people who wanted to die because the disease they might have at the moment is just too much for them. If a patient that wanted to die the they would either talk to a physician or their doctor and give the doctor permission to just kill the patient. Assisted suicide can only happen when your medication is notRead MoreRichard Doerflinger s Argument Against Physician Assisted Suicide1465 Words   |  6 Pagesauthor and is against physician-assisted suicide. In his article he starts by saying that killing an innocent person is against the Jewish and Christian worldviews. He argues that those in favor of assisted suicide put less, if no, value on human life. He quoted an advocate of assisted suicide, Attorney Robert Risley, who stated that a life of suffering â€Å"racked with pain,† is â€Å"not the kind of l ife we cherish.† Roerflinger says that advocates argue for a pro-choice look at the issue instead of whatRead MoreShould Physician Assisted Suicide Be Legal?847 Words   |  4 PagesShould-Physician Assisted Suicide Be Legal In Every State When it comes to the topic of, should physician-assisted suicide be legal in every state, most of us will readily agree that it should be up to a terminally ill person to make that decision. Whereas some are convinced that it is inhumane, others maintain that it is a person’s decision to end their own life. I agree that physician-assisted suicide should be legal in every state because in most cases, people that are terminally ill should have

Can Lord of the Flies (William Golding) be Classified as a...

A fable, by strict definition, is a short tale conveying a clear moral lesson in which the characters are animals acting like human beings. A fable is intended to provide moral instruction and its characters and scenes are drawn to suit this purpose. William Golding has referred to his novel, Lord of the Flies, as a fable. This essay will demonstrate that in the moral lessons it offers us and in the symbolic nature of its setting, characters and literary devices, the novel functions as a fable for the inherent tendency in man to revert to primal savagery once he is removed from civilization. We are left with the caution that evil must be acknowledged and consciously opposed. The novels status as a fable is demonstrated strongly through†¦show more content†¦Overall, like a fable, Lord of the Flies enforces a very strong message. Humans as a race have a tendency to revert to their primal, savage instincts and in doing so reveal their true sadistic and evil nature that lies within. This moral message is expressed in several ways by the author, however especially through the boys gradual loss of order, their blood lust and their worship of the devil. The novels symbolic nature further enhances the books status as a fable. The disintegration of civilization is charted through the use of symbols, one of the major tools of the fabulist. Almost every detail in the novel has a meaning of its own and a representational meaning in terms of the theme and the development of evil on the island. The setting of the novel is particularly symbolic. The island functions as a microcosm of the wider world and parallels our society in competitiveness, destructiveness and violence. The island is a perfect place in which Golding can test his theories, as being isolated it lacks society and societal laws and rules, allowing the boys to run wild and show their true inner selves. However, the presence of the wider world is never forgotten, as there are constant mentions to the war occurring outside the island. References such as the boys evacuation, the crashing of the plane and the pod, the dogfight over the island at night and the arrival of the nava l officer on the beach and his warship, show theShow MoreRelatedANALIZ TEXT INTERPRETATION AND ANALYSIS28843 Words   |  116 Pagesidea of the world. The reader’s interpretation is also highly individual and depends to a great extent on his knowledge and personal experience. That’s why one cannot lay down a fixed â€Å"model† for a piece of critical appreciation. Nevertheless, one can give information and suggestions that may prove helpful. PLOT The Elements of Plot When we refer to the plot of a work of fiction, then, we are referring to the deliberately arranged sequence of interrelated events that constitute the basic narrative

Revolutionary Antiseptic Technique Free Essays

Joseph Lister’s Revolutionary Antiseptic Technique Kundhavaidevi Balamurugan AH 9 Block 13-3-2018 It was October 26, 1877 in King’s College and a boy had fractured his patella, or kneecap. A few decades ago doctors would have deemed his case of hopeless, advising him to amputate. But it was 1877– the height of surgical advancements!– and there was an alternative option– wiring his patella was proposed. We will write a custom essay sample on Revolutionary Antiseptic Technique or any similar topic only for you Order Now Wiring his patella entailed a deliberate conversion of a simple fracture into a compound fracture, which were often associated with infection and even death. The procedure itself was deemed preposterous by the public and other medical professionals, receiving harsh criticism. The boy would surely die of infection. But his doctor remained confident in his procedure. The doctor had invented antiseptic technique, which would prevent contamination of the surgical equipment and infection of the wound. He used carbolic acid to create antiseptic conditions to perform the surgery. The conditions made the surgery was a success! The surgeon to perform this controversial surgery was Joseph Lister, an innovative and influential surgeon. His creation of antiseptic treatment, based off of germ theory, was the influential innovation surgical history. It had revolutionized surgery, allowing complex surgeries to be performed, lowering mortality rates and increasing the safety of procedures. Joseph Lister, Baron Lister of Lyme Regis was born on April 5, 1827 in Upton, Essex, England. He was the son of Joseph Jackson Lister and Isabelle Harris. Both his father and his mother took an active part in his education, teaching him natural history and how to use a microscope. He received formal schooling in two Quaker schools which emphasized science and natural history. By age 16, Joseph Lister decided he wanted to pursue a career in the medical field-specifically to become a surgeon. He attended the University College in London and became House Surgeon at University College Hospital in 1856, after receiving a Bachelor of Honors with Medicine in October 1852. He got his fellowship in Royal College of Surgeons and studied under James Syme, a renowned surgeon in Edinburgh. He later becomes Syme’s son-in-law after marrying his daughter, Agnes Syme.In his early years as a surgeon, he researched inflammation, which was considered a specific disease at the time. He studied the microscopic healing of wounds, specifically the mechanism of coagulation of blood and blood vessels during the first stages of inflammation. This served as a background to his work in wound dressing and his development of antiseptic treatment.He worked as a dresser for Sir Erichsen, a physician that believed that wounds become infected due to bad air. The miasma theory claimed that concentrated bad air can infect the wound. But in dressing the wounds, he had realized that when wounds were cleaned, some had healed. Early in his career he had not believed in miasma, a popular theory of the time in the medical field.He was appointed Regius Professor of Surgery at the University of Glasgow at the age of 33, in August 1861. Though he was a professor, he did not attain Glasgow Royal Infirmary privileges till a year later, his request initially denied. He became in charge of the Male Accident Ward, a new surgical block.Many patients in the Male Accident Ward suffered compound fractures, which was commonly treated with amputation. Lister observed that 45 to 50 percent of amputation patients died from sepsis between 1861 and 1865. Later he read Louis Pasteur’s paper on germ theory, a theory that stated microorganisms cause infection. Lister hypothesized that the same process that caused fermentation was also involved in wound sepsis. He postulated that sepsis was caused by pollen-like dust. He believed the only mode of contamination was by air. To disinfect wounds, he applied carbolic acid, which was commonly used to disinfect sewage at the time. He sprayed carbolic acid in the air, onto the equipment, and onto the wound to disinfect and prevent infection or contamination. He used this method on the the patients of his ward for several years. Using phenol as an antiseptic reduced the mortality rate of the Male Accident Ward to 15 percent in 4 years.His practice was very different than of his peers. Others in the medical field did not wash bed linens and lab coats, using the same equipment for patients.They had believed that infection and contamination was caused by â€Å"bad air, as the miasma theory entailed, and hence did not see the reason for sterile equipment and techniques. As a result when he published two papers on antiseptic technique on the Lancet in March and July 1967, his colleagues criticized his methods. The source of doubt was because the microorganisms were not visible to the naked eye, and hence did not exist. His work was misunderstood and his colleagues demanded proof. He altered the administration of the carbolic acid, spraying it now with a machine he called a donkey engine. The donkey engine increased efficiency of the application of carbolic acid. He increasingly used this method on surgeries and the results were positive. Patients approved of his methods. Germany, the United States, and eventually Great Britain accepted and adopted his approach to antiseptic technique. In 1871, he operated on Queen Victoria, who had a large abscess on her armpit. Lister lanced the abscess with a sharp tool, drained the pus, dressed the wound, and treated it with carbolic acid. The queen approved of Lister’s methods involving carbolic acid. This nod of approval from the queen of the United Kingdom encouraged his peers in the medical field to accept antiseptic technique. Though his technique was not accepted during a majority of his lifetime, antiseptic treatment revolutionized surgical procedures. Infection and contamination of the wounds was less common. Surgery was no longer dangerous, lowering mortality rates and increasing success rates. It is quite a feat to dispute a widely popular medical theory and to continue practicing though his colleagues ridiculed his technique. He was creative, too, using phenol, a carbolic acid used to disinfect sewage, to dress wounds. His work revolutionized medicine, a field that is slow to change. Though his techniques are no longer used, it served as the gateway to develop better antiseptic and aseptic techniques. His ability to be nonconformist to popular belief and create antiseptic technique was the most innovative occurence of the 20th century.10 Intriguing Facts About Joseph Lister. (2017, September 12). Retrieved March 01, 2018, from http://mentalfloss.com/article/503311/10-intriguing-facts-about-joseph-lister Science Museum. Brought to Life: Exploring the History of Medicine. (n.d.). Retrieved March 01, 2018, from http://broughttolife.sciencemuseum.org.uk/broughttolife/people/josephlister Pitt, D., ; Aubin, J. (2012, October). Retrieved March 01, 2018, from https://www.ncbi.nlm.nih.gov/pmc/articles/PMC3468637/ Cartwright, F. F. (2017, November 16). Joseph Lister. Retrieved March 01, 2018, from https://www.britannica.com/biography/ Joseph-Lister-Baron-Lister-of-Lyme-RegisFulton, A. (2017, October 13). ‘The Butchering Art’: How A 19th Century Physician Made Surgery Safer. Retrieved March 01, 2018, from https://www.npr.org/sections/health-shots/2017/10/13/557367840/the-butchering-art-how-a-19th-century-physician-made-surgery-safer How to cite Revolutionary Antiseptic Technique, Papers Revolutionary Antiseptic Technique Free Essays Joseph Lister’s Revolutionary Antiseptic Technique Kundhavaidevi BalamuruganAH 9 Block 13-3-2018 It was October 26, 1877, in King’s College and a boy had fractured his patella, also known as a kneecap. A few decades ago doctors would have deemed his case of hopeless, advising him to amputate. It was 1877 though– the height of surgical advancements!– and there was an alternative option– wiring his patella was proposed. We will write a custom essay sample on Revolutionary Antiseptic Technique or any similar topic only for you Order Now Wiring his patella required converting a simple fracture into a compound fracture deliberately, which was often associated with infection and even death (Cartwright, 2017). The procedure itself was deemed preposterous by the public and other medical professionals, receiving harsh criticism. The boy would surely die of infection. His doctor, however, remained confident in his procedure. The doctor had invented antiseptic technique, which would prevent contamination of the surgical equipment and infection of the wound. He used carbolic acid to create antiseptic conditions to perform the surgery. The conditions made the surgery was a success! The surgeon to perform this controversial surgery was Joseph Lister, an innovative and influential surgeon. His creation of antiseptic treatment, based off of germ theory, was the most influential innovation in surgical history. It had revolutionized surgery, allowing complex surgeries to be performed, lowering mortality rates and increasing the safety of procedures.Joseph Lister, Baron Lister of Lyme Regis was born on April 5, 1827, in Upton, Essex, England. He was the son of Joseph Jackson Lister and Isabelle Harris. Both his father and his mother took an active part in his education, teaching him how to use a microscope (Mental Floss, 2017). He received formal schooling in two Quaker schools which further emphasized science and natural history. By age 16, Joseph Lister decided he wanted to pursue a career in the medical field, specifically to become a surgeon. He attended the University College in London and became House Surgeon at University College Hospital in 1856, after receiving a Bachelor of Honors in Medicine in October 1852. He got his fellowship in Royal College of Surgeons and studied under James Syme, a renowned surgeon in Edinburgh. He later became Syme’s son-in-law after marrying his daughter, Agnes Syme. On their honeymoon, Lister and his wife visited French and German institutes that inspired Agnes Lister to become Joseph Lister’s laboratory assistant. In Lister’s early years as a surgeon, he researched inflammation, which was considered a specific disease at the time. He studied the microscopic healing of wounds, specifically the â€Å"mechanism of coagulation of blood and blood vessels during the first stages of inflammation† (Cartwright, 2017). This served as a background to his work in wound dressing and his development of antiseptic treatment.He worked as a dresser for Sir Erichsen, a physician that believed that wounds become infected due to bad air. The miasma theory, which was popular at the time, claimed that concentrated bad air can infect the wound. At the time, miasma was thought to be the cause of spread of disease and infection. The origins of the miasma theory can be traced back to ancient China and Europe. Miasma is comparable to smoke, mist, or fog: air can carry miasma. Air carrying miasma was considered contaminated. The cause of miasma varied– some believed it was from moisture and heat while others thought it originated from rotting organic matter like dead insects. Early in his career, he had not believed in miasma. In dressing the wounds, Lister had realized that when wounds were cleaned, some had healed. He reasoned that if some wounds could be healed, it was highly unlikely that the â€Å"bad air† was the cause of disease and infection.Lister’s first major surgery was on a woman named Julia Sullivan. Her drunk husband had stabbed her abdomen on a night out and her intestines were exposed. The injury had caused her to pass out. Joseph Lister was the only one present at the facility due to the odd hours (it was early in the morning). At this point of his career, he became house surgeon to Sir Erichsen when Lister’s predecessor stepped down. He had only been in this position for a month when this incident occurred. He cleaned the wound with warm water, extended the cut on the abdomen, sutured the intestines, then sutured the abdomen with a single thread as opposed to multiple threads (Richardson ; Rhodes, 2013). This surgery was controversial at the time but it was effective. This manner of surgery is consistent throughout his career: unconventional, controversial, yet effective.He was appointed Regius Professor of Surgery at the University of Glasgow at the age of 33, in August 1861. Though he was a professor, he did not attain Glasgow Royal Infirmary privileges until a year later, his request initially denied. He became in charge of the Male Accident Ward, a new surgical block at the infirmary(Pitt ; Aubin, 2012).Many patients in the Male Accident Ward suffered compound fractures, which was commonly treated with amputation. Lister observed that 45 to 50 percent of amputation patients died from sepsis between 1861 and 1865. Later he read Louis Pasteur’s paper on the germ theory, a theory that stated microorganisms cause infection, as opposed to bad air as proposed by the miasma theory that was popular at the time. Lister hypothesized that the â€Å"same process that caused fermentation was also involved in wound sepsis†. He postulated that sepsis was caused by â€Å"pollen-like dust† (Cartwright, 2017) . He believed the only mode of contamination was by air. To disinfect wounds, he applied carbolic acid, which was commonly used to disinfect sewage at the time. He sprayed carbolic acid in the air, onto the equipment, and onto the wound to disinfect and prevent infection or contamination. He used this method on the patients of his ward for several years. The results of his technique was positive. Using phenol as an antiseptic reduced the mortality rate of the Male Accident Ward to 15 percent in 4 years.His practice was very different than of his peers. Others in the medical field did not wash bed linens and lab coats, using the same equipment for patients.They had believed that infection and contamination were caused by â€Å"bad air†, as the miasma theory entailed, and hence did not see the reason for sterile equipment and techniques. As a result, when he published two papers on antiseptic technique on the Lancet in March and July 1967, his colleagues criticized his methods. The source of doubt was because the microorganisms were not visible to the naked eye. If they were not visible, they did not exist. His work was misunderstood and his colleagues demanded proof of his technique being effective (Cartwright, 2017). He altered the administration of the carbolic acid, spraying it now with a machine he called a donkey engine. The donkey engine increased the efficiency of the application of carbolic acid. He increasingly used this method on surgeries and the results were positive. Patients approved of his methods. Germany, the United States, and eventually Great Britain accepted and adopted his approach to antiseptic technique. In 1871, he operated on Queen Victoria, who had a large abscess on her armpit. Lister lanced the abscess with a sharp tool, drained the pus, dressed the wound, and treated it with carbolic acid (Fulton, 2017). The Queen approved of Lister’s methods involving carbolic acid. This nod of approval from the Queen of the United Kingdom encouraged his peers in the medical field to accept antiseptic technique. Though his technique was not accepted during a majority of his lifetime, antiseptic treatment revolutionized surgical procedures. Infection and contamination of the wounds were less common. Surgery was no longer dangerous, lowering mortality rates and increasing success rates. It is quite a feat to dispute a widely popular medical theory and to continue practicing though his colleagues ridiculed his technique. He was creative, too, using phenol, a carbolic acid used to disinfect sewage, to dress wounds. His work revolutionized medicine, a field that is slow to change. His work in antiseptic technique inspired the brand Listerine to name themselves after Joseph Lister. Though his techniques are no longer used, it served as the gateway to developing better antiseptic and aseptic techniques. His ideas and approach to antiseptic technique influence our culture and our behavior from our cleansing our mouths with mouthwash in the morning to disinfecting our clothing to using Bactine to disinfect cuts and minor open wounds. His ability to be nonconformist to popular belief and create antiseptic technique was the most innovative occurrence of the 20th century.10 Intriguing Facts About Joseph Lister. (2017, September  12). Retrieved March 01, 2018, from http://mentalfloss.com/article/503311/10-intriguing-facts-about-joseph-listerCartwright, F. F. (2017, November 16). Joseph Lister. Retrieved March 01, 2018, from https://www.britannica.com/biography/Joseph-Lister-Baron-Lister-of-Lyme-RegisFulton, A. (2017, October 13). ‘The Butchering Art’: How A 19th Century Physician Made Surgery Safer. Retrieved March 01, 2018, from https://www.npr.org/sections/health-shots/2017/10/13/557367840/the-butchering-art-how-a-19th-century-physician-made-surgery-saferPitt, D., ; Aubin, J. (2012, October). Retrieved March 01, 2018, from https://www.ncbi.nlm.nih.gov/pmc/articles/PMC3468637/Richardson, R., ; Rhodes, B. (2013, December 20). Retrieved March 1, 2018, from https://www.ncbi.nlm.nih.gov/pmc/articles/PMC3826195/Science Museum. Brought to Life: Exploring the History of Medicine. (n.d.). Retrieved March 01, 2018, from http://broughttolife.sciencemuseum.org.uk/broughttolife/people/josephlister How to cite Revolutionary Antiseptic Technique, Papers

Food Industry Policies and Commitments †Free Samples to Samples

Question: Discuss about the Food Industry Policies and Commitments. Answer: Introduction: The Australian retail market continues maintaining its momentum which is mostly driven by the social and economic developments of the country. The retailers contribute more than merely selling the goods. This service industry has different roles in introducing new and innovative products to the consumers along with helping them assessing and comparing the products and prices with the other goods (Arli et al., 2013). In addition to that the retail market also enables the customers to find out a wide range of different ancillary service. There are around 140000 retail companies within the Australian retail market where around 1.2 million people or around 10.7 percent of the entire employment are employed within the industry (Pulker, Scott Pollard, 2017). Therefore the retail industry is considered to be one of the largest employers in the country. It should also be noted that the retail industry makes a large and major contribution to the economy of Australia as has generated around 4 percent of the GDP in the past economic year. Where the share of GDP has shown to have declined in the other industries, the retail industry has shown a continuous growth in Australia (Connell McManus, 2016). Since the retail industry covers several sectors, therefore it indicates few distinct characteristics. The following figure indicates the combination of the retail sector such as electronics and electrical goods, furniture, clothing and many others. This industry is diverse by region, by sector, by exposure and competition and by the size of the business. The work force of the retail industry is mostly of the low skilled workers and there is a high share of the female workers. Mostly the workers are employed on a part-time basis with casual arrangements of work (Sacks et al., 2015). Therefore there is a higher employee turnover rate in the industry. As far as the macroeconomic factors of the retail sector is concerned, the political atmosphere of Australia has had a great impact of the on the growth of the business. The political stability of the country has a contributed to the growth of the industry, however there have been few political disturbances as well which had influenced the businesses to move out of the market and increased the risk of the failure of the businesses. As the retail industry has a great economic contribution on the GDP of the country. Sacks et al. (2015) has indicated that the retail sector has faced an economical decline due to their low sales and low price of the goods. Other than these factors, the retail sectors has identified that the consumers experiences has had a huge impact on the business of the retail sector. The businesses also require including affordable goods according to the customers. Therefore, the organizations have to offer products and services to the consumer in lower prices in orde r to increase the sales. Also, the store locations make a great influence on the customer experiences. The customers are more health conscious nowadays; therefore the organizations have to merchandize their products in that approach (Lovelock Patterson, 2015). In addition to that, the taxation policies and the employment managements are a primary part of the legal framework of the country. However the organizations have to maintain the quality of the products as well. Description of nature of competition in retail industry. The primary concept of the business of supermarket is offering various products for the consumers for their daily usage. However, the most significant characteristics of the retail sector are also providing the best quality products within best price. Therefore most of the supermarkets try to provide the better products within lowest prices. Within the retail market of Australia, Woolworths is a brand that has been leading the market for a long time. It has been one of the leading brands in the market. The organization has already achieved a major level of growth and development across the entire retail market in Australia (Lewis Huber, 2015). There are several factors that have great contribution in the constant development of Woolworths, such as the major strategies that the organization has adopted. The supermarkets in the retail industry have been quite competitive in the Australian market as there are several continuous challenges in the market (Charlton et al., 2015). As the r etail market provides higher engagement of the customers, Woolworths has achieved its position in the market with the help of strategic management tools as there are higher rate of new entrants in the retail market. Other than the new entrants, there are other competitors of Woolworths in the market such as Aldi and Coles group. From a long time, Woolworths has been identified as the strongest leader in the market, however Coles group has been the biggest challenge of the market. In addition to that, Aldi has also become a challenge to the brand as it offers lowest price to the consumers as a German food chain. Coles group has occupied around eighty per cent of the market, where Woolworths has been the greatest competitor of the brand. Coles has also offered lower prices for its products and services in order to reach the leadership. Coles has around 700 outlets all across the country, where Woolworths has over 870 stores all around Australia (Charlton et al., 2015). Both the brands have shared around 80 per cent of the market; however Aldi has been a big challenge for both the brands. Woolworths has also created own brands of the organization such as Select and Home Brand. Aldi has been a great challenge for Woolworths as the brand has a great market presence with around 374 stores all around the country. The origin of the supermarket is in Germany; however the brand still has a great presence in the international market such as in Australia, UK, Denmark and France. Both the companies, Coles and Woolworths have applied different strategies for attracting the consumers towards them. Woolworths has implemented different reward cards, flyer points and several other loyalty programs which has a great impact of their consumer loyalty. However, Coles has occupied the leading position in terms of online shopping of the clients. However, later Woolworths has also followed the similar strategy as Coles and scrapped the extra charges for the online shopping purpose. According to Chan (2015), the price difference of three of these brands are not much, as the difference vary from $114 in Coles, where Woolworths charge $113 and Aldi charge $87. Both the Coles and Woolworths have imple mented same strategies and concentrated of the freshness and variety of the vegetables and fruits where Aldi has a different strategy of offering less cost for the products. Brand Characteristics Woolworths Has own internal brands Leading position in the market Strong customer loyalty program Brand value is around $11 billion Aldi Provides low cost International presence Brand value is around $12 billion Coles Leading brand in the Australian market Offers low and flexible price Brand value is approximately $8.3 billion Outline of major market segment Woolworths has already succeeded in understanding and meeting the expectation and requirements of the customers but this does not imply for all the customers. This is noted as the segmentation, which is also identifying the targeted customers and meeting their needs. The first time Woolworths focused on the targeting and segmenting part was on the year of 1980s in order to continue retailing as well as trying the implementation of the process of mass marketing. To be precise, the segmentation has three elements that provides the complete meaning to the process. However, this part will discuss only about the segmentation that varies from market to market (Rundle-Thiele, Dietrich Kubacki, 2017). Proper segmentation of market opens the door to many market opportunities and introduces the tactics that will help in exploring of those opportunities while having the idea of the customers needs. In case of Woolworths, they try to segment their market by the business type as well their custo mer type. In the present world, businesses adapt the process of digitalization; Woolworths need to focus on the online market facility to attract more customers. The market segmenting process of Woolworths is only to provide the customers the products which will be of daily use and that are why the customers of Woolworths do not compare the products with others (Armstrong et al., 2014). Every market segment has different customers with mostly the same choice and Woolworths try to focus on their specific market segment to have the update of the customers. Considering the last, few researches on business industry of Australia it can be said that Woolworths mark itself to be the leading market within the country. Woolsworth just needs to focus on strengthening their position in this competitive marketing system and they can try to expand their market and experience the low labour cost in many Asian countries. It is already discussed that Woolworths have a very loyal to their customers and that is why in spite of the growing competition still their customers are satisfied to use their products and they are not seen comparing it to others as well. It can be hence said that the market that their primary target for market segmenting is having and satisfying the customers. In order to compete in a better way they need to focus on their online marketing segment so that they are able to attract more customers and understand their needs. Their another target must be expanding their market overseas to increase the customer response as well as have the opportunity to trade in countries like China, which has low labour cost (Irvine Moerman, 2017). However, after leading the market for almost 80 years they have a strong marketing segment still with this changing demography of business they need to change theirs as well and this will work as an effective solution against the lessening of their debts (Lees Winchester, 2013). The positive impact that Woolworths have due to the need of daily product use across the world they must try to focus on manufacturing more products for daily use and satisfying the customers at the same time. Level of involvement with the primary market segment As Woolworths sells a large range of products such as clothing, food, home wares and other digital products and services, the primary target market segment is the middle income group of the Australian market. There are around 870 stores across the market and the brand has been known for the quality products. The suppliers of Woolworths has their own firms, therefore the organization is capable of providing fresh vegetables and fruits to the customers. The primary target market segment contributes to the decision making of the organization to a great extent (Mialon et al., 2016). As the middle income group customers are also concerned about the quality of the products along with the lower price, therefore the mission and vision statement of the brand has been greatly influenced by this market segment. The vision statement of the organization is providing the high quality services and market for the customers through its favorable price strategies, fresh foods and other strategies rela ted to human resources. Also the organization contributes adequately in providing a nice shopping experience for the consumers as well. In addition to that, the primary market segment has also contributed in fixing the short term and long term goals for the organization. Mostly the organization decides on its goals on the basis of its products. For a long time, Woolworths has continued in providing higher quality and delicious food products within the best possible prices to the consumers (Armstrong et al., 2014). As Woolworths still have plans for opening more stores in the Australian market as they want to make the shopping experience more comfortable for their customers. Woolworths is also planning for improving their current products and provide tastier and more nutritious products for their customers (Mialon et al., 2016). Other than that, Woolworths is also planning to drive the social development focusing on the environmental requirements. In order to sustain the development along with the environment, the organization is planning to start environmental awareness projects all over the country. The middle class consumers are more interested in buying products that are organic, therefore Woolworths is also planning to launch more products in the market that are organic. Therefore, Woolworths is planning to be more consumer-centric and being a business that is driven by its brand value. Positioning Map of Woolworths Woolworths is one of the most trusted brands in the Australian retail market. The organization decides on its strategy where the primary factor is its branding strategy. All the strategy of the organization is the combination of several researches and analysis of the market. Therefore, the organization has focused on different areas for positioning the brand in the retail market. The price or the value of the products plays a significant factor in positioning Woolworths as a brand in the Australian retail market. According to Dlodlo (2017), not only the higher prices, the lower prices can also devastate the brand image in the market. Therefore in accordance to the quality and the usage of the brand products, the price should be decided. Mostly, the researchers have shown that the general consumers do not believe if a brand is providing products in lower prices as well as they consider those products to be of lower quality. Therefore Woolworths have considered this psychology and it has developed its pricing strategy as not too high or low. The organization has considered the benefits of the consumers before fixing its strategic movement. Therefore the positioning of the brand depends highly on providing the benefits for the consumers that also considers creating the consciousness of the products and work amongst the customers (Mortimer, 2016). The organization also utilized this strategy for popularizing their brand in the market. This is also helpful of the customers as they can select the products according to the requirements. As the Australian retail market is full of several competitors, the brand positioning strategy is related to the competitor. Therefore the brand is trying to grow more in the market. Therefore Woolworths is also considering the strategies considering the competitors such as Aldi, Myer and Coles, therefore positioning of the brand is entirely related to the positive brand image in the market (Sacks et al., 2015). The organization also focuses on providing digital and printing advertisements in order to create the brand image in the market. 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