Alex Alampi Jr. essays

Alex Alampi Jr. essays Alex Alampi Jr., a watercolor artist from Gloucester County, New Jersey, features the people of the Mid-Atlantic region. "Working Portraits," as he refers to them, are images reminiscent of a simpler time. Although Alex enjoys painting a wide variety of subjects from the Delaware Bay region and the pastoral countryside where he grew up, his inspiration comes from the people; those individuals who still make a living from the land and waterways in the traditional method of their forefathers. Preserving this timeless way of life is the essence of his art. A professional artist since 1993, Alex has received many awards for his realistic, transparent watercolors. The past two years he exhibited in the Tidewater Gallery of Easton, Maryland for the Annual Waterfowl Festival. He is an artist member of the American Society of Marine Artists and a member of the Rittenhouse Square Fine Arts Association in Philadelphia, PA. His artwork is in private and corporate collections throughout the United States, Canada and abroad. Being from New England, Ive always been a fan of lighthouses, because theyre all over the coasts of the region. But when I think of lighthouses, I dont normally think of the New Jersey bays and coastline. However, after seeing some of Alampis work, I feel as though I have already been there and seen them. He captures the shape and environment of the lighthouse and its surrounding so well, it is as though Im looking out a window rather then at a watercolor painting. ...

Famous Christmas Quotes

Famous Christmas Quotes There is something about Christmas that makes everyone feel spirited, happy, and excited. Christmas brings out the child within. The festive air is contagious; even the most despairing soul cannot help but feel enthused by the vibrancy of the season. Famous Christmas Quotes Happy holidays! Enjoy your eggnog while you read these famous Christmas quotes. Deborah WhippLike snowflakes, my Christmas memories gather and dance each beautiful, unique and too soon gone. Mary Ellen ChaseChristmas, children, is not a date. It is a state of mind. John Greenleaf WhittierFor somehow, not only at Christmas, but all the long year through,The joy that you give to others is the joy that comes back to you. Charles DickensI will honor Christmas in my heart, and try to keep it all the year. Janice MaeditereChristmas is not as much about opening our presents as opening our hearts. W. J. CameronChristmas is the gentlest, loveliest festival of the revolving year and yet, for all that, when it speaks, its voice has strong authority. Henry Wadsworth LongfellowI heard the bells on Christmas Day; their old familiar carols play, and wild and sweet the word repeat of peace on earth, good-will to men! Shirley TempleI stopped believing in Santa Claus when I was six. Mother took me to see him in a department store and he asked for my autograph. Walter Scott, Sr.Heap on the wood! the wind is chill;But let it whistle as it will,Well keep our Christmas merry still. Helen KellerThe only blind person at Christmas time is he who has not Christmas in his heart. Norman Vincent PealeChristmas waves a magic wand over this world, and behold, everything is softer and more beautiful. Alexander SmithChristmas is the day that holds all time together. Hamilton Wright MabiBlessed is the season which engages the whole world in a conspiracy of love. Christina G. RossettiLove came down at Christmas; love all lovely, love divine; love was born at Christmas, stars and angels gave the sign. Calvin CoolidgeChristmas is not a time nor a season, but a state of mind. To cherish peace and goodwill, to be plenteous in mercy, is to have the real spirit of Christmas.

Managing Information Essay Example | Topics and Well Written Essays - 3000 words

Managing Information - Essay Example Leibold et al. (2002) assert that during last three decades the world has gone through the important turning period in its economic, political and social history, which is related to the increasing appreciation of new values, such as openness, freedom, interdependency, networking and collaboration. It is accompanied by the acceleration of technological changes and impetuous development of computer and electronic communications. In the organisational context these processes entailed significant shifts in strategic management thinking and implementations: from information to knowledge and wisdom; from bureaucracies to networks; from training / development to learning; from local / national to transnational / global and meta-national; from competitive to collaborative thinking; from single and multi-connective relationships to bio-corporate relationships (Leibold et al. 2002: p.14). All these changes clearly reveal that the current era of the global economy is primarily based on knowled ge and intellectual assets rather than on material and financial assets. This era is often called New Economy or Knowledge Economy (Drucker 1994; Davenport & Prusak 1998), where knowledge is considered as a key organisational asset, which ensures sustainable competitive advantages for companies (Alavi & Leidner 2001). Companies in its turn also represent a new form of organisations, which exploit specific organisational structures and new information technologies, and base their business upon a development of core competencies through knowledge and expertise sharing and organisational learning. This paper is aimed to discuss modern concepts and approaches related to management of knowledge in organisations, and critically assess the role of Knowledge Management in creation of sustainable competitive advantages of enterprises. 3.0 Key Findings 3.1 Supporting Knowledge Management Understanding Knowledge in Organisations Knowledge in organisations is considered as â€Å"any text, fact , example, event, rule, hypothesis, or model that increases understanding or performance in a domain or discipline† (Liebowitz & Beckman 1998: p.49). Another useful definition of knowledge is â€Å"a fluid mix of framed experience, values, contextual information, and expert insights that provides a framework for evaluating and incorporating new experiences and information. In organisations, it often becomes embedded not only in documents and repositories but also in organizational routines, processes, practices, and norms† (Davenport & Prusak 1998: p.5). Allee (1997: p.62) explains that when information is involved in the larger context of meaning, when it is analysed and linked with other information, when it is referred to existing patterns, social and cultural biases and interpretations – then it becomes knowledge. So, evidently, knowledge can be organised and classified, having the properties of an object. At the same time, â€Å"knowledge can be viewed as a process of transformation through creation, adaptation, enhancement and application† (Allee 1997: p. 47). Or, in other words, â€Å"knowledge is the process of knowing, a reflexive process that takes data and information, in a social context, mixes the ingredients and factors [experience, judgment, common sense, rules of thumb, values and beliefs, basic truths, context, best practices, emotions, desires] to generate new data, information, and/or knowledge†

PACS Essay Example | Topics and Well Written Essays - 1000 words

PACS - Essay Example A PACS consists of at least one or more image acquisition devices (like Computed Tomography Scanners, Ultrasound Scanners, MRI), communication network, a long term storage device and an image review and/or post processing workstation, in other words PACS is used to run medical digital images. All these components enable following processes: image acquisition, image  communication, image storage, image display and image processing. All these processes act as pathways for PACS to improve the quality of diagnosis, extend the reach of services of an expert radiologist, higher efficiency and cost savings (Reiner and Siegel, 2002, 3). Since healthcare is a safety as well as security intense domain, these parameters cannot be compromised. Hence saving and archiving medical images without loosing quality (or information) has been a compelling need of the users of various users dealing with medical images. This concern of the clinicians have been appropriately addressed by a universal standard pertaining to digital medical imaging, this standard is termed as Digital Imaging and Communications in Medicine (popularly called DICOM). DICOM provides all the tools required for diagnostically correct processing and presentation of medical imaging data (Pianykh). DICOM takes care of data transfer, storage and display protocol that contains sets of standards. DICOM incorporates the following processes: Information Management System  Storage, Query/Retrieve,   Study Component, Query/Retrieve, Results Management, Print Management, Media Exchange. The DICOM Standard takes care of levels of the ISO OSI network model and enables the exchange of information on interchange media. DICOM currently defines an upper layer protocol (ULP) that is used over TCP/IP (independent of the physical network), messages, services, information objects and an association negotiation mechanism. These definitions ensure that any two implementations of a compatible set of services and

A critical assessment of 2 pieces of drama around the theme of Space Essay Example for Free

A critical assessment of 2 pieces of drama around the theme of Space Essay In this essay I will be writing about how I performed to pieces of improvised drama based around the subject of space. One of the pieces had to be done in a realistic style and the other an abstract. Initial Reaction to Stimulus When we were first told that are stimulus would be space, we all sat down I and had what could be called a brain storming session. This was to consider how such a broad subject could be perceived in two pieces of drama. First of all we had to consider how space could be identified. There are many kinds of space, which can be made into forms of drama, and we would need to select one that could produce the most gripping. For this we identified just how space could be used, and came up with the following ideas for realistic or abstract piece (we could the ideas into abstract drama later): Space, as in the final frontier, could be used to great effect. Space and the entire notion of the great beyond could be used. Maybe having characters interacting with character not of this planet, maybe contrasting views or morals. Maybe having the outsider coming to earth from space. Using space in this way opens the door to all sorts of personification of space using a science fiction spin. This could be done in some sort of Star Trek, thought provoking scene involving space. Personal space, or the lack of it. For a realistic piece, maybe something to do with the prison system or freedom infringements. If we set it in a cell (an area where there is little space), not only would there be a direct physical relation to space but also the characters will be able to show space in there speech and movements. Taking this idea further, we could show how the lack of space mentally. Instead of the characters talking about space directly, it could be implied indirectly by their psychological flaws. These psychological flaws would have been caused by space, either too much of it or not enough. These are all ideas in their early stages and all need developing. But even at the early stage, the idea of psychological flaws caused by space was very appealing. For the abstract piece of drama, these initial ideas will have to be developed in an entirely different way. It will need other dramatic techniques to fit the criteria A surreal piece would allow us to incorporate more style and personalization in to piece. When thinking about abstract and surrealism in drama, the first thing that comes into my head is to have situation of drama instead of a continuous story. This would allow us to show the subject matter, space, in a number of different ways. Freeze-frames could be used while each character explains information about them and their situation (character monologues). This would show to the audience character depth that could not be seen in just a one short scene. As for the content of this abstract piece, I had some ideas of separate pieces revolving around the subject space. This would allow us to put a lot of imagination in each piece without needing to worry about what would follow it. Groups For the first piece I worked with the following people: Alain Branson Stuart Mulrany Chris Jones Hussian Kerian For the second piece, we decided to split up and work with different. The main reason for this was to keep all the drama fresh with fresh ideas. Although we thought that we were capable of producing another piece drama, tensions were building in the group and we agreed to spilt. For the second piece I worked with: Alain Branson Plot The first piece we worked on had a plot that I think was well structured. It allowed character depth and development. The first two lessons after we formed are group were spent on structuring a plot which could show off are acting talents and incorporate the idea of space. First we decided that it should be based around a main character. An idea that has always interested me was personifying a character subconscious. This might sound a little far fetched but it would give the character more substance and the audience something to relate to. This would not be his conscious or a good or bad angel but a version of himself that is not usually seen. With that starting point we went ahead and considered how the space theme would fit into this idea. We thought a family clash about space would put this character in the right frame to create good drama around him. This could be mirrored with a character that is in a way opposite him. We all thought that it would be a good idea to have a visual conscious for him like with the other character. This would allows us to show the differences in these characters and it would fit in with the number of people in are group. How these conscious would look actually on stage would be greatly influenced by Stuart, who put in a lot to the actual conscious theme. Taking all this we constructed a story which we split up into scenes. This is the first draft of the scenes and what they would contain: Scene 1: This scene would contain an argument between the main character and his Dad. It has to be his Dad because I do not believe any of us could pull of a convincing woman. This argument would be about space, and the childs lack of it. This will end in the character storming out to see his friend. This will show the trouble space has already caused. This will be set in the house. Scene 2: This would be an interlude where the audience gets some in sight into the relationship between him and his conscience. It will be the main character complaining to himself with the conscience talking around him. This will show how the character relates to something, which in essence, him cannot see or hear. This will be set in the walk between his house and the park. Scene 3: This will be conversation between the main character and what appears to be his opposite. This conversation will uncover some back round information about each character and will explain their personality faults. It will also set up the events for the next scene that involves criminal activity brought on by conversation. This will show the parallels between two characters who see and treat space in different ways and how it has effected them. This will be set in a peaceful place, a park Scene 4: In this scene the two main characters will get involved in major arson. This will result in an explosion off stage and the two running off. This shows what space problems can result in. This will be set in the other end of the park. Scene 5: This will be like the first scene, with an argument between the Dad and the main character. This will be a lot fiercer than the first and will increase in tension as it progresses. This is the finale of the drama and will bring out all the aspects of space we have been trying to portray. This will be set back in the house. In terms of evaluating the plot, I am proud of it. I played a big part in crafting it and personally I feel happy with it. Problems with it may be finding enough for the consciences to say and do since they are simply other version of the characters that already present. Casting We found casting very difficult, particularly a part for Hussian. First of all, we thought it would be best if he had the role of the Dad. But we found a stern sort of character wasnt suited for him. We then had the idea of changing the Dad to a Mum. But Hussian playing a woman in my opinion, and on previous acting experience, seems to be type cast and contrary to some people opinion he was cast in a role that would highlight his acting talent. The other characters were relatively easy to cast. Here was the final cast list: Leigh Turner The Dad Alain Branson Gary (the main character) Stuart Mulrany Gary conscience Chris Jones Damien (the character opposite to Gary) Hussian Kerian Damien conscience Set Above is the set we choose to use. It is fairly basic with the stage being split into three sections, one representing the house, one the park and the other the journey in between. The props were also very simple, with a table and chairs representing the house interior and a bench representing the park. Lighting Area of lighting for scenes 1 and 5 Area of lighting for scenes 2, 3, and 4 Costumes The costumes we used were authentic of the parts we played. I played the Dad, so I wore clothes that represented a Dad. I just wore a black T-shirt and jeans, which is what my Dad would wear. Gary wore typical teenage clothes, a bit scurfy to help show the difference between him and Damien. Damien will also were typical teenage clothes, but nothing like Garys. The consciences wore suits. This would show how they different from the other characters and yet still an important part of the drama. We would also be able to visual show aspects of there personality. This means Garys conscious is good, so he wore a white suit and Damiens conscious a black suit. Rehearsals Rehearsal started well with Alain and myself going though the first argument many times. The first argument we thought needed to build in aggression as it went on. We found this hard at the beginning because we found that we got very angry very quickly and needed to take it slower. This was a small problem and was easily overcome. After we had the basic of this scene, we moved on to the bench scene. This scene was hard to rehearse, and certain members of the cast did not help. Small arguments in the group made rehearsing slow and grinding. Out of all scenes, this one was the one that never really was rehearsed to maximum affect. Chris and Stuart, to major parts in this scene, had moments of inspiration that helped give a fuller picture of are story. About half way though the rehearsal time the group came to a discussion that the story needed a more conclusive ending. We needed to change the story and keep the scenes the same so it would not interrupt rehearsals too much. We decided that in scene 4 that Gary would die in the explosion and the final argument would be between Damien and the Dad about the blame. This would show the consequences of space and add to the drama. The explosion would be a red strobe light operated of stage and Damien and Gary would be blown on stage, with only Damien getting up and running any. This means we would have to put in new spin on the final argument so Damien would fit into the ending. We decided that if Damien were to come to see the Dad so it would be Damien trying to explain himself. This would allow Chris to show of his talent (which may not get shown in previous scenes) and allow me to say something different to a different person. The more rehearsal went on, the more we touched up the scene. Stuarts contribution to the way consciences move and talk was a big help. Hussian, Alain and Chriss determination helped finish the scenes kept it all going. Still, I dont think we really got the park scene nailed. Piece 2 After we changed groups, the first thing we did was to decide how to make this piece abstract and surreal. Most of these ideas were covered in the Initial Reaction to the Stimulus. Sam and Alain played a major part in deciding how the play would actually work. We wanted to consider all the ways we could show space in a surreal way so this took quite a bit of time. Instead of just repeating what I said at the beginning the essay, basically we decided to have pieces of drama (with monologues and freeze frames) linked by a tableaux. Admittedly, I would have liked to try something a bit more, well adventurous but this seemed to fit the bill and with the right characterization would create gripping drama. The pieces of drama would involve to 2 conflicting character. The third person in the group would give a monologue while the others are in a freeze frame. After this the characters would return to a platform at the back of the stage and do a tableau reflecting what has just happened. There were 4 pieces if drama and to save confusion, we named the characters with one name, no matter what scene there in. Alain Branson Tony (Gangster, Brother, Teacher) Sam Jordan Harry (Gangster, Dad, Pupil) Leigh Turner Jack (Barman, Brother, Son) Scene 1: Jack is arguing with his Dad (Harry) about space. Jack is child that has had his own way most of his and it is only recently that his Dad had not been allowing him to go out. This sparked the argument. His dad is not over protective, but wants the best for his son. Jack is a typical teenager that is over emotional and arrogant. Sam played the Dad with depth and sternness, just like a real Dad and dominated the scene. I think I played the teenager well, remembering my constant arguing with my folks. The problems with playing a teenager is that in and argument they have limited vocabulary and generally say the same thing over and over. Anyway, I think this was a strong scene that set the standard for the rest of the play. Scene 2: Harry (a schoolboy) is arguing with his teacher (Mr. Tony) about a detention. Harry has been having a few family problems at home and this has crossed over into his schoolwork. This has lead to Mr. Tony having to give him a detention. The argument consisted of Harry trying to explain the situation to the teacher. Sam once again pulled of a very good portrayal of character, but due to the nature of the role was not the dominant character. Alain played an excellent teacher character, really showing talent a presence on stage. Once again, teachers are stubborn so not repeating yourself would have been hard, but Alain was very believable. Scene 3: Tony starts an argument with this brother, Jack. This is over how Jack gets more space and time off of their dad. This is the first time they have had an argument like this one and Tony is unsure how his brother will react. This leads to an argument, which neither of them gain the upper hand until the end, where Jack hits Tony. Alain was very convincing as the somewhat confused Tony, adjusting to the tone of the argument accordingly. I was not so good. I had trouble adapting to the level of aggression I should use in the argument. Scene 4: Two rival gangster have an argument over, wait for it, space and end up shooting each other. The two have a violent history and this is the final straw. The initial meeting takes place in a bar where Tony is enjoy a drink with barman. Harry walks in and the argument between the two eventually leads then to a shot out. Once again Sam and Gary where very convincing drawing on there past experience of gangster roles. I really took a minor part in this scene, letting the gangster create the drama. I did show a friendship with Tony, but this was short lived and explored. This I think was the weakest of the 4 scene and was performed for the wrong reasons (i.e. they were both involved in gangster related drama during the writing stage). Set As you can see, we used a very Brecht set, with very few props to speak of. This minimalist stage meant we had more space for acting and movement. Brecht played a part in designing the stage because we all felt that a performance like this one needed a strong style so it separates it from other abstract pieces. Special lighting was not needed, so full house lights were used. Costumes We all decided to wear suits in all the pieces. This would make it more abstract and they a very versatile to the parts we played (teacher, gangster etc.) Rehearsals We had many rehearsals, which we managed to fit into a very short time space. We went through every scene in order constantly with very little variation. I would like to put a lot more detail into this but there was little else we did. We looked at the tableaux and changed them a few times till they represented each scene perfectly. The monologues were rehearsals a lot till everybody knew what everybody what going to say. Evaluation (of both) Both the performances went very well and very few mistakes. In comparison the two piece are different but with one on going theme. This is that they all show a single characters problem with space. This allowed us to show how different people can react to space. This, however, lead to some of are character sounding the same. I terms of actual work, I think the last group I worked was dedicated than the first and wanted to get the work done more. As is said earlier, some scenes in the first performance I would have liked to go over a few more times. This I think can be related to the size of groups. Think you can get more work done if there is a smaller number in your group. You can concentrate more and work more in a complete group. In terms of plot, I think are first piece was better. This is not that the second piece had no plot, but I think the first performance was more gripping and kept attention better.

Love in Andrew Marvell in To His Coy Mistress and John Donnes The Sunn

Love in Andrew Marvell in To His Coy Mistress and John Donne's The Sunne Rising These two poems, "To His Coy Mistress" and "The Sunne Rising" are similar poems, they are both metaphysical (metaphysical means more than physical) poems written around Shakespeare's time. The main theme of these poems is the same; it is romance and the love of a woman. Yet the two poets have very different opinions on these two things. Within both poems are arguments, in "To His Coy Mistress" it is with the woman and in "The Sunne Rising" it is with the sun. "The Sunne Rising" is about a mans argument with the sun over how important it is compared to his woman. "To his Coy Mistress" is about a man trying to seduce the woman. The main theme of the two poems is love. There are other themes in the poems which are linked to love, in "To his Coy Mistress" the theme time and how it is passing by is introduced> The three stanzas develop the theme, in the first stanza the narrator in the poem talks about how they could be together forever, "Till the conversion of the Jews" this is saying how they have all the time in the world so they can take it slow, in the second stanza time speeds up, "The grave's a fine and private place, But none, I think do there embrace." This means that he will not be able to love her when she is dead and alone. In the third stanza the man is saying they can't stop time, they should take things fast and make time try and keep up with them. "The Sunne Rising" has a very different theme, it is the sun and the world, instead of the argument being with the woman about them being together, in "The Sunne Rising" it is about how the sun think... ...entre is, these walls, thy sphere." This is saying that if you shine here sun you are shining on my whole world, this room is my world and my woman is the centre of it. This shows how Donne uses imagery to illustrate the mans love for the woman and how he feels about her. This shows how both writers feel that imagery is a good way to get feelings across within a progressing argument. These two poems have similarities in structure, poetic voice, use of imagery, tone and in the use of themes. Yet both poems also have difference in these same areas. In "The Sunne Rising" he already has his woman and in "To his Coy Mistress" he is trying to seduce the woman. I believe "The Sunne Rising" by John Donne was the more successful poem because I thought the author got the mans feelings for the woman across to the reader better.

Purpose of a SWOT Analysis Essay

Every business to include the largest ones that control their areas of industry–has a limited supply of manpower, production capacity and capital. Evaluating the company’s strengths, weaknesses, opportunities, and threats helps it determine how to allocate these resources in a manner that will result in the highest possible potential for revenue growth and profitability. The management team examines where the company can compete most effectively. The company more times than not discovers competitive strengths that have not been fully utilized in the past in addition to critical areas that needs to be improved in order for the business to more effectively compete. A realistic assessment also prevents strategic blunders like entering a market with products that are clearly inferior to what well-entrenched competitors are offering. Continuous improvement in all areas of a company’s operations is an important aspect of staying ahead of competitors. Weaknesses and opportunities can–and must–be turned into future strengths. PURPOSE OF A SWOT ANALYSIS 3 Strengths, weaknesses, opportunities, and threats (SWOT) analysis is a necessary, straightforward standard that assists in direction and serves as a foundation for the development of business’s marketing strategy. It brings about this process through assessment of the organization’s strengths (what it can do) and weaknesses (what it cannot do) in addition to opportunities (potential favorable conditions for the company) and threats (potential unfavorable conditions for it). SWOT analysis is also an important step in the planning process but sometimes its value is often minimized in spite of how simple it is in creating it. The role of SWOT analysis is to take the information from the environmental analysis and separate it into internal issues (strengths and weaknesses) and external issues (opportunities and threats). Once this is completed, SWOT analysis determines if the information indicates something that will assist a business in meeting its objectives (a strength or opportunity), or if it identifies an obstacle that must be overcome or minimized to achieve desired results (weakness or threat). The purpose of a SWOT analysis is to get managers into the mindset and thinking about everything that could possibly be an impact to the success and failure of a new project. Failing to acknowledge an essential strength, weakness, opportunity or threat could and usually does lead to terrible management decisions. Take for example, a software company that might hold a patent for a new computer processor failed to recognize a threat from its competitors who were also developing comparable products, it might overestimate conceivable sales of its new processor and assume debt to finance the growth of its project only to notice down the line that the company’s promising product will not make enough money to make a profit or even pay off the assumed debt. A SWOT analysis could have helped this company’s management avoid expensive mistakes early on and alerted them to which products were more likely to succeed. PURPOSE OF A SWOT ANALYSIS 4 With SWOT’s origins dating back to the 1960s with Albert Humphrey, it is as useful now as it was back then. Businesses utilize the process in two different ways-as an easy icebreaker assisting individuals come together to â€Å"kick off† strategy development or as a more serious strategy tool. A great SWOT analysis case study is Starbuck’s Coffee. By 2010, the company was losing money and had a major drop in its stock price. Its stock price had dropped to around $10 in 2009 from its high of $35 a few years earlier. The economic crisis throughout 2008 and 2009 really hit Starbucks’ stock price hard (â€Å"SBUX Basic Chart | Starbucks Corporation Stock – Yahoo! Finance,† 2011). Even though Starbucks’ stock price took a huge hit, its net revenues did not. Starbucks’ profits went from $7. 8 billion in 2006, to $10. 4 billion in 2008, down to $9. 8 billion in 2009, and back up to $10. 7 billion in 2011 (Starbucks Corporation, 2010). The amazing thing here is that the company endured an economic crisis and still come out stronger than when its stock price was at its highest. Lauren Roby (2011) performed a well researched SWOT analysis of Starbucks covering this time frame and identified the following strengths, weaknesses, opportunities, and threats. Strengths: #1: Market leader in the coffee industry including almost 17,000 stores as of the end of the 2010 (Starbucks Corporation, 2010). #2. Starbucks is recognized by customers worldwide due in part to its high quality products and consumer friendly environment. #3. Starbucks is on good footing financially. Its stock price might have fallen in the late 2000’s, but its profits barely took a hit (Starbucks Corporation, 2010). Weaknesses: PURPOSE OF A SWOT ANALYSIS 5 #1: One of Starbucks’ biggest weaknesses is what its customers have to pay for the product. McDonald’s uses Starbucks’ high price directly against the company in their attempts to lure customers away from the company and into the arches. #2: 75% of the company’s profits come from its coffee products and other specialty drinks (Starbucks Corporation, 2010). This means that when global coffee bean prices fluctuate, the company will take a direct hit every time the price of coffee rises. Opportunities: #1. International Markets. With Brazil being one if not the world’s largest coffee consumer in the world, it offers a huge market for Starbucks to enthusiastically enter and develop (Murphy, 2011). #2. Starbucks has joined forces with Tata coffee in India, which is the fifth largest exporter of coffee, to begin selling their coffee worldwide (Bose, 2011). This gives Starbucks more access to coffee. Threats: #1. Competition. One of Starbuck’s biggest competitors, McDonald’s, can open their McCafe brand beverages in current franchise stores globally to include Europe. This gives McDonald’s an upper hand on Starbucks who has to invest over $300,000 to open a brand new store in Europe while McDonald’s investment would run around $100,000 (Liu, 2009). If McDonald’s continues down this path, it could greatly reduce the geographic scope advantage that Starbucks currently has over McDonald’s. These days, It is not enough to just recognize the strengths, weaknesses, opportunities, and threats of a business. In exercising a SWOT analysis it is essential to reduce or avert both PURPOSE OF A SWOT ANALYSIS 6 weaknesses and threats. Weaknesses should be viewed as something to be turned into strengths as threats should be turned into opportunities. Strengths and opportunities should be allied to optimize the business’s potential. Utilizing SWOT in this manner can help a company gain the leverage most so desperately need these days. (Ferrell, Hartline, Lucas, Luck, 1998).