Lavender.The Side Effects of Using Lavender Essay Example for Free

Lavender.The Side Effects of Using Lavender Essay Lavender Introduction Therapeutic Use:   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   For quite a long time, lavender has been used as an antiseptic and for mental health purposes. In the recent world, lavender is used as a traditional medication for ailments like anxiety, insomnia,restlessness, headache,depression, upset stomach, hair  loss among many others defects within the body of the human beings.   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   In most cases, Lavender is always used as anaromatherapy. This is a condition in which the scent of the essential oil from the flower is inhaled. Apart from inhaling the essential oil, it can also be diluted with another oil then it is applied to the skin. The dried lavender flowers are at times used to prepare tea. Theliquid extracts can then be taken through themouth (Blumenthal, Goldberg Brinckman, 2000). The Side Effects of Using Lavender   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   The use of the diluted lavender oil or simply using lavender as an aromatherapy is in most cases considered safe for most adults. The disadvantage of this however is that applying lavender oil to the skin can at times cause irritation. Some reports have also been recorded that use of lavender can also cause the boys to develop breasts.   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   Lavender oil is poisonous when taken through the mouth.When the tea made from its extracts are taken by mouth, they can cause headache, constipation as well aschanges in appetite   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   Using lavender as a sedative medicine may lead to increase in  drowsiness. Scientific Evidence That Show Efficacy for Any of the Therapeutic Uses   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   There is very little scientific proof to show lavenders effectiveness in tackling health related issues.Several studies done on lavender for anxiety show different results that cannot be relied upon. Preliminary results of the study shows thatlavender oil when mixed with oils from other herbs, may help reduce hair loss. This condition is known asAlopecia  areata(Henly, Lipson Korach, 2007). References Henley D.V, Lipson N, Korach K.S (2007). Prepubertal gynecomastia linked to lavender and tea tree oils.New England Journal of Medicine.  356(5), 479–485. Lavender. (2009). Natural Medicines Comprehensive Database. Retrieved from http www.naturaldatabase.comLavender (Lavandula angustifolia) Miller. (2009). Natural Standard Database. Retrieved from http://www.naturalstandard.com. Blumenthal M, Goldberg A. Brinckman J. (2000). Lavender flower. In:Herbal Medicine: Expanded Commission E Monographs. Newton, MA: Lippincott Williams Wilkins. Source document

Online Classes versus Traditional Classes Essay Example for Free

Online Classes versus Traditional Classes Essay Technology and education has given students many choices in how they obtain their education such as online classes. There have been numerous discussions recently about the success of online learning. The success of the online classes versus traditional classes is based upon the uniqueness of each individual way of learning. Online classes and traditional classes provide flexibility, direct communication and course materials. Studies have shown that online classes can be successful and that on average most students perform better than being in a traditional classroom. The argument of online classes and traditional classes; which is better than the other has many exceptional differences. One is the discussion of how does a person learn: is he a visual, auditory or kinesthetic learner? A visual leaner needs written materials, exercises and graphics. An auditory learner has to hear it, repeat it and needs to have a discussion. A kinesthetic learner needs real life simulations, hands on demonstration and needs to see how the principle works. Visual learners and kinesthetic learners most likely would be more successful in online courses because of the atmosphere it provides. Auditory learners would need to have traditional classes which would provide the best learning opportunity for their learning style. There are cases that individuals do not know how they learn best; an assessment should be given in the situation. The second discussion is flexibility. Online classes and traditional classes both can be just as flexible as the other. Online classes may seem more flexible but depending on the class the deadlines of each assignment may be very time consuming. Online classes sometimes provide more work than traditional classes. Traditional classes can be flexible due to the times that you select to take the classes. Schools are providing more night classes and early morning classes for the working and family-oriented students. Traditional classes provide more lecturing and sometimes more hands on in order to teach the concepts. The third discussion is communication. Online classes communicate by sending  and receiving emails. Some classes have chat rooms for discussions which provide the students opportunities to enrich their understanding of the course or subject being discussed. It also allows those individuals that normally would not speak in discussions to express their thoughts. The instant transfer of material is convenient for the students and professors to communicate. A traditional class allows students to verbally exchange ideas and ask questions directly to the professors. Sometimes this environment does not allow the students to fully express themselves due to time constraints. Some people feel that there are communication barriers in a face to face classroom setting due to time and class structure. (Anderson) One of the most important debates between the two classes is the course materials. The question has been asked if the online course is giving adequate material to teach an individual a lesson. Studies show that online professors give more than enough resources to express the subject and also gives practice graded material to ensure that the student understands. Traditional classes have been accused of doing the opposite and taking for granted that the students are in their presence and extra resources are sometimes a rarity. Online classes allow a person to minimize their distractions and it gives them the ability to fully concentrate on the material they are presented with. A person that enrolls in an online course should be self-motivated in order to be in an environment that requires the individual to monitor themselves and be responsible to handle the course as if it was a traditional course. (Kassop) Online courses provide the ability to be accessible at all times but the work that is required should be quality work. The students’ writing ability will enhance because this is their only form of communication. (Kassop) The professors do not expect students to procrastinate because of the accessibility but the possibility is there. The professors of these courses expect more from the online students since there are not time restraints. Online students have the ability to form small groups to relate to because the workload in online course is difficult. The workload is believed to be difficult be cause of the apparent reason of teaching themselves. Traditional classes allow students social interaction which is a vital piece for many students. There is a set amount of time in a classroom setting and there is limited one on one interaction with the professor. Professors have the ability to read their students body language to assure them if the material or concept is being understood by his or her students. Traditional classes also allow students to get behind if they miss a day or an assignment. The traditional classroom allows the students to strengthen various areas of their social skills such as verbally expressing themselves in classroom discussions. There are differences and similarities in online courses and traditional courses. Throughout are reading and research there can be two conclusions: 1. Online courses are better than traditional courses if the individual is discipline to take the course. 2. Online courses and traditional courses are just as good as the other because they both have the same goals and are achieving the goals to the students that are willing to receive. Works Cited Anderson, Terry, Elloumi, Fathi Theory and Practice of Online Learning (eds.) (2003) http://cde.athabascau.ca/online_book Angiello, Roanne. Study Looks at Online Learning vs. Traditional Instruction. Education Digest 76.2 (2010): 56-59. Academic Search Premier. EBSCO. Web. 30 Nov. 2010. Diaz, D.P., Cartnal. R.B. Students learning styles in two classes: Online distance learning and equivalent on-campus. College Teaching 47(4), 130-135 Kassop, Mark. The Technology Source. May/June 2003. 6 August 2011

Chromium and Selenium Concentration in Cancer

Chromium and Selenium Concentration in Cancer The ratio between chromium and selenium concentration among various age groups of cancer group has also been studied and it shown in table 5.48, and it has been observed that all groups of cancer patients present somewhat similar ratio of chromium and selenium concentration in their blood. Moreover, the concentration balance of chromium and selenium has conspicuously been disturbed as it illustrated in table 5.49. For instance, the breast cancer mortalities in various countries were studied and ascertained a direct correlation with the estimated dietary intake of zinc, chromium and cadmium and inversely proportional to the concentration of selenium (238). The summary of stage wise distribution for chromium and selenium has been illustrated in Table 5.50 and it observed that all four stages of cancer patients present a sort of consistency in chromium and selenium proportion in the blood of cancer patients as shown in Table 5.51. In view of this fact, it may be elucidated that the demarcation among various stages of cancer is arbitrary division and this periphery does not present any association of stages with the distribution-ratio of chromium and selenium in the blood of cancer patients. However, the reduction of 0.064 Â µg ml-1 of selenium concentration in the blood of cancer patients corresponds to more than 52 % decrease as compared to the selenium level in the blood of control group. These variations in concentration may be the result of the disease of cancer however the type of cancer does not influence the levels of selenium in the blood of cancer patients. However, the significant decrease in selenium concentration in whole blood and plasma has been observed in another study where the tannery workers were exposed to chromium compounds and have shown a considerably lower selenium concentration in their blood and they excreted lower amount of selenium in their urine as compared to the worker those were not exposed to the chromium. It may confirm the point of view that chromium and selenium have some kind of interaction and biological selenides are formed with chromium and in due course of time they accumulate in some organs. It was also demonstrated that the tannery workers who were exposed to air with high concentrations of chromium compounds at their workplace exhibited significantly higher erythrocyte and plasma GSH-Px activity than workers of other departments (239). Therefore, higher level of selenium stipulates the main function of selenium is to induce and maintain the enzyme glutathione peroxidase, which prevents cellular damage by catabolizing organic peroxides (240) The enzyme, SeGSH-Px, catalyzes the oxidation-reduction reaction between reduced glutathione and peroxide. Therefore, the pathological lesions lured with selenium deficiency are considered to be caused by peroxidative damage that is the product of depressed SeGSH-Px activity (241-242). However, once chromium absorbed and retained in biological tissue chromium compounds occur as chromium (III). Glutathione and cysteine seem to be the most important cofactors for the intracellular reduction of chromium (VI) (243). The absorption of metal in the human body is a complex process and depends on various factors including dietary components. About 40% of ingested metal is absorbed in the small intestine (244). Furthermore, a variety of neurodegnerative diseases such as Alzheimer’s, Parkinson’s, Creutzfeldt-Jakob, and neuronal damage caused by stroke and ischemia may be associated with pathological disruption of metal trafficking (245-247). Chromium is potentially toxic and carcinogenic at higher doses. All chromates that exhibit oxidation state (VI) can aggressively enter the cell through channels that are specified for the transfer of isoelectric and isostructural anions, such as SO4-2 and PO4-2. However, the insoluble chromates are engrossed by cells through phagocytosis. As soon as the chromates get inside the cell they are competent enough to generate free radicals immediately. Yet, in the presence of cellular reductants the chromium inside the cell can cause a broad series of DNA lesions such as DNA- protein crosslink, Cr-DNA adducts, DNA-DNA cross links, and oxidative damages. The glutathione quickly reacts with chromium (VI) and forms a complex and generate chromium (V) and chromium (III) through slow reduction of chromium (VI) inside the cell. The chromium (V) and chromium (III) species exhibit the tendency to alter the DNA conformation. The reduction of chromium (VI) can be commenced through GSH, or in the pre sence of other reducing agents. The chromium (V) and chromium (III) can react with H2O2 through Fenton reaction and produce hydroxyl radical (OH) that has the potential to damage DNA. There are evidents that interacellular reduction of chromium (VI) results in extensive formation of Cr-DNA adducts, among which chromium (III) – mediated DNA cross-link of glutathione, cysteine, histidine and ascorbate represent an important group of DNA modifications. Therefore, Cr- DNA adducts are responsible for both the mutagenicity and genotoxicity of chromium. The chromium (VI) is considered as carcinogen for lungs cancer for human (248). Numerous epidemiological studies have been performed for more than 100 years on workers exposed to chromium in order to determine its level of carcinogenicity. Altogether, these studies indicate that exposed individuals have approximately 2- 80 fold increased relative risk of developing lungs cancer (226). On the other hand, an inverse association between serum selenium level and cancer risk is biologically possible. The results of the study indicated that the treatment with selenium improved GPx levels. GPx detoxifies H2O2by reducing it to water. It also protects cytosolic organelles from oxidative damage by preventing lipid peroxidation. Selenium could reduce oxidative stress through antioxidant selenoproteins such as glutathione peroxidase, selenoprotein P, and thioredoxin reductase. (249-250). There are numerous promising possibilities that may be presented as an account for the observed variations for selenium in whole blood levels associated with malignant disease, as compared to healthy and control group (251). It includes chemotherapeutic-induce necrosis, which could release selenium from tissues into the circulation, preferential sequestration by tumor cells (252-253) and alteration of properties of proteins, especially enzymes, at elevated concentration of selenium in tissues (254-255). Furthermore, the possibility of depression in activities of specific enzymes with loss of vital enzyme activity, and impaired tissue function resulting from a selenium-deficient state (256). The depletion of selenium in the blood of cancer patients may suggest its reciprocal accumulation in the malignant tissues in view of the studies (257-261) who have reported higher concentration of selenium in the cancerous and neighboring tissues cells. Availability of excessive selenium in the cancerous cells may be expected to facilitate the synthesis of selenoproteins e.g. Trx, TrxR etc. which are known to provide protection to the tissue cells against the oxidative stress, carcinogens, and help to reduce cancerous cell growth. The results of recent studies (262-264) regarding the diversified multiple functions of selenoproteins has generated tremendous interest in the understanding and elucidation of mechanisms that triggers the role of these proteins from anti-apoptosis in the normal cells to pro-apoptosis in malignant cells. There are numerous studies (265-267), who have proposed different mechanisms to explain the inhibiting effect of selenium on malignant neoplasm; for examp le modulation of cellular division rate, decrease in formation of carcinogenic metabolites or cellular protection by an antioxidant system. It is generally believed that due to the anti oxidative characteristics of selenoproteins, these proteins can protect the cells and DNA from oxidative damage; in addition, these proteins can react with carcinogens directly to save cells and DNA from their lethal actions. It has been suggested (263), that nitrative inactivation of Trx plays a proapoptotic role if the reactive nitrogen species are increased; and antinitrating treatment may have therapeutic value in those diseases, such as myocardial ischemia/ reperfusion, in which pathological apoptosis is increased. The situation is reversed in malignant tissue cells where apoptosis is beneficial for the inhibition of the cell growth. Therefore, in view of the aforementioned studies, it is possible that the pathological conditions in which production of nitrogen species is increased that may favo r the inactivation of Trx and therefore enhance the apoptotic role of this selenoprotein. A kinetic study of the reaction of NO and O2 in aqueous solutions, based on pH indicator, has been performed by using stopped-flow spectrometry. The results of these studies have shown that at physiological concentrations of O2 and NO, the auto- oxidation of NO does not limit its diffusion from the site of production in endothelial cells to a spatially removed target molecule such as guanylate cyclase in myocytes and platelets. A Trx interacting protein Txnip has been reported (31), which inhibit the antiapoptotic activity of Trx where as NO suppresses the expression of Trxnip and enhances the Trx activity, therefore perhaps the oxidative character of Trx in malignant cells as reported in the above mentioned studies may well be interpreted as the inhibition of its antioxidant activity. In different studies (267-268) it has been suggested on the basis of their results that selenite induces apopt osis by producing superoxide ions which activate p53, a well known protein involved in carcinogenesis, which in turn support apoptosis. A key role has been assigned (269), to Trx-2, located in mitochondria, in interaction with electron transport chain, determining tumor necrosis ROS generation, NF- kB activation and apoptosis. Intestines are the main sits where selenium absorption is measured at maximum. In liver selenium joins many other amino acids and generate selenocysteine and selenoproteins. Selenoproteins consist of active form of selenium and are transferred to all over the body. Kidney and liver, however, have higher concentration of selenoproteins. It is reported that a small quantity of selenoproteins are also exist in blood and serum. Furthermore, being a part of selenoproteins the selenium is an essential part of glutathione peroxidae as well that is the reason selenium is believed to be an antioxidant (36). Glutathione plays a role of a protector in the body of an organism and ensnare the balance of free radicals, peroxides and preserves the redox status of the cell (270). In addition, glutathione perxidase provides defense mechanism against free radicals that may cause destruction of cell membrane. The free radicals are generated when hydrogen peroxide produced in the mitochondria of the cell during the regular metabolism. The stress is a foremost cause of excessive production of hydrogen peroxide that sequentially create a disproportion in free radicals inside the cells. Chemical structure of cell membrane comes under the attack of free radicals and gives away their loosely bounded electrons to the free radicals. Consequently, a chemical structure of cell membrane turns into a reactive entity and begins to instigate an electron from adjacent structure and this chain reaction serves to damage the cell membrane causing the cell to die. Proactive role as a safeguard of glutathione peroxidase quickly transform hydrogen peroxide into water a way before it could generate harmful reactive species called free radicals. Another study highlights defense mechanism of vitamin E in which glutathione peroxidase and vitamin E follow a similar pathway in order to discontinue the chain reaction by engaging the free radicals within the cell membrane. Therefore, it is an effective combination of selenium and vitamin E that can control the production of free radicals and prevent the damage of cell membranes as well as DNA and other cellular structures (270).

Francis Bacon - The Portraits :: Visual Arts Paintings Art

Francis Bacon - The Portraits Francis Bacon was born in Dublin, Ireland to English parents. When F. Bacon grow up and was more independent he then travelled to Berlin were he spent most of his time there. He then moved onto Paris, before returning to London and starting out as an interior designer. Bacon never attended art school; he only began his work in watercolours about 1926 – 27. An exhibition of works by Pablo Picasso inspired him to make his first drawings and paintings. The influence of the biomorphic figures in Picasso’s work is apparent in Bacons first major painting of his mature period ‘Three Studies for Figures’ at the base of a Crucifixion 1944. This painting is also representative of some of Bacon’s methods and subjects. The Portraits influenced me because in my project ‘Journey’s’ I am looking at car crashes and what things lead to car crashes e.g. Drink driving. I wanted to see how drink affects the brain and how the brain reacts to the effects. As Bacon in this particular painting of this, distorted image of a face, I thought this would be a great image to use in my project. Using this image would help me to see what people, who drink drive, see while they are driving. So using this distorted image it showed me how incontrollable people are when drink driving. The image provides strong movement due to the harsh sweeps of paint. In the painting I noticed how Bacon used basic elements to give a distinctive image. He has used a thick paint brush and he probably only did about 15 brush strokes. The composition of the study is life-like and has made sure that he includes every detail of the face. By having the face on an angle and the thick brush strokes it shows me that this person maybe scared or has just seen some object that is distracting him, also it looks like he moved his face with some rapid force. Each of the colours contrasts well and gives a representation of a face. The shapes used in the composition of the painting are mostly round or even sphere shape. Bacon has used a lot of texture in the paint to show the different elements, e.g. the thick white brush stroke represents the cheekbone and the dark stroke for under the chin. The process of the painting that Bacon has gone through were sketching out the outline of the face and the facial features then I imagine he took the brush and with some force started to map out the face while

Animal Farm Essay -- Animal Farm Essays

George Orwell’s political satire â€Å"Animal Farm† makes some interesting contrasts between the patriotic character of Old Major, an older majestic looking pig, and Napoleon, a pig who seems to bide his time waiting for the right moment to seize control for his own evil purpose. Old Major makes a patriotic speech to the assembled group, expounding the virtues of animalism (socialism) In effect he is calling for a utopian socialism in which the community must sacrifice for the collective well being of its members. He begins with the rhetorical question: â€Å"what is the nature of this life of ours? Let us face it: our lives are miserable, laborious, and short. We are born, we are given just so much food as will keep the breath in our bodies, and those of us who are capable of it are forced to work to the last atom of our strength; and the very instant that our usefulness has come to an end we are slaughtered with hideous cruelty. No animal in England knows the meaning of happiness or leisure after he is a year old. No animal in England is free. The life of an animal is misery and slavery: that is the plain truth†. (Ch I) The comparison (analogy) with the original concept of Karl Marx’s socialism is clear: â€Å"1) complete equality of all citizens, 2) abolition of private ownership of the means of production (factories, mines, railways, etc.), 3) the replacement of a market economy with one in which everyone got whatever they needed in return for such labor as they were able to give.† ...

The Partridge Family :: essays research papers

If you were alive 30 years ago you probably can recall those Friday nights when you were sitting in front of the television set during prime time watching a widowed mother and her five children who charmed America and broke a generation gap with their groovy, bubble gum sounding tunes. You probably would also know that "The Partridge Family," with its something for everyone cast and groovy tunes, took over America as an instant success in the fall of 1970.The Partridge Family was the 70s successor to the Monkees who were a mid 60s hit. Both the Monkees and the Partridge Family were fictional rock/pop bands produced by a television branch of Columbia Pictures called Screen Gems, but unlike the Monkees, the Partridge Family strictly was about wholesome and traditional family values. (UBL.com)The famous cast included screen and stage veteran Shirley Jones who played the mother, Shirley Partridge. Shirley Jones had been in numerous plays and movies including Rodgers and Hammerstien’s "Oklahoma!", "The Music Man", "The Big Slide", and the 1960 film version of Elmer Gantry which won her an Academy Award for her role as a prostitute. In 1956, Shirley Jones married actor Jack Cassidy who was the father of her future co-star David Cassidy. Born April 12, 1950 in New York City, David Cassidy grew up in the show business atmosphere with both his father and mother being avid performers. After he graduated from Rexford, a private school in Beverly Hills, he worked with the Los Angeles Theater Group and was featured in the Los Angeles theater production of "And so to Bed" (members.tripod.com). After that he moved to New York and back to Los Angeles while starring in several plays and TV shows including "Mod Squad" and "Bonanza", but David Cassidy didn’t get his big break until he returned to his first love, music, when he was cast as Keith Partridge. Other cast members who played Partridge siblings included Susan Dey, a popular New York fashion model who played Laurie Partridge, and the red headed and freckled Danny Bonaduce who played Danny Partridge and to many people’s surprise actually came from an 100 percent Italian background (The Partridge Family Deluxe Souvenir Album). The youngest partridges as you may know were Chris and Tracy. Chris was first played by Jeremy Gelbwaks during the first season, but his parents soon became uncomfortable about his acting with the mania that surrounded the show and took their son out of the cast.

Alternative Beverage Industry †Paper Essay

1. What are the strategically relevant components of the global and U.S. beverage industry macro-environment? How do the economic characteristics of the alternative beverage segment of the industry differ from that of other beverage categories? Explain. The strategically relevant components of the global and U.S. beverage industry macro-environment are Market Size, Market Growth, Markets Segmentation, and Intensity of Rivalry. Market Size: The beverage industry serves an incredible large market. In 2009 alone, the beverage market consumed more than 458 million liters of beverage, resulting in over $1.58 trillion in sales for the industry. Although there is a declining trend in the consumption of carbonated soft drinks in the United States, as of 2009, carbonated soft drinks still accounts for the lion share of the U.S. beverage market with 48.2% of the market; while bottle water and fruit juice account for 29.2% and 12.4%, respectively. The remaining market space was occupied by the alternative beverages segment, which includes sports drinks, flavored or enhanced water, and energy drinks with 4.0%, 1.6%, and 1.2%, respectively Market Growth: While U.S. beverage market saw a decline of 2.1% and 3.1% for the years 2008 and 2009, respectively, due in large part to the economic recession, the global market dollar value as well as volume sales saw an increase year-after-year, from 2005 to 2009. The industry is expected to maintain a growth trend, with sales forecasted to reach approximately $1.78 trillion in 2014, as beverage producer enter new market and develop new types of beverages to accommodate the shifting consumer preferences—and capitalize on the growing and profitable alternative beverage segment. Market Segmentation: The global beverage market is categorized as carbonated soft drinks (soda), bottle water and alternative beverages, which includes sports drinks, energy drinks, vitamin-enhanced water, energy shots, and relaxation drinks. Sports drinks accounted for nearly 60 percent of alternative beverage sales in 2009, while vitamin-enhanced drinks and energy drinks were approximately 23% and 18% of sales in the U.S., respectively. Scope of rivalry: There has been a long lasting rivalry in the carbonated beverage market segment between the two largest producers—PepsiCo and Coco-Cola. However, in the alternative beverage segment, other than Red Bull and Hansen Natural Corporation which also have international presence, most of the other sellers are specialty or regional brands, with distribution limited to a small geographic region. 2. What is competition like in the alternative beverage industry? Which of the five competitive forces is strongest? Which is weakest? What competitive forces seem to have the greatest effect on industry attractiveness and the potential profitability of new entrants? Competition in the alternative beverage industry is low to moderate. Although there are many sellers, the high profit margin in the alternative beverage segment allows for everyone to earn respectable profit. In addition, the leaders, PepsiCo, Coca-Cola and Red Bull appear to understand the importance of maintaining the stability of the industry as a whole, as opposed to aggressively jockeying for individual strategic advantage at the expense of the industry. Although the five competitive forces in the beverage industry are quite favorable, threat of substitute product is the strongest force. This is evidence by the fact that branding and taste are the primary strategic differentiations in the segment. Additionally, the cost of switching is undiscernibly low; and there were many substitute alternative beverages such as tea, soft drinks, fruit juices, bottled water and tap water, which made it easier for consumers to easily switch from one brand to another. The bargaining power and leverage of suppliers was the weakest competitive force because, with the exception of few rare ingredients, there are many suppliers available for producers to purchase ingredients from. Suppliers for packaging are also abundant. Even though substitute products had a bigger market share in the US, consumers bought more alternative beverages. This change in customer preference weakened the competitive power of substitute beverages. The threat of new brands varies by the development of each alternative beverage category. There is a low threat for mature categories and moderate to strong in young categories. During the early stages of developing a category, when famous brand leaders had yet to be established, the threat of entry in alternative beverage categories was strong. This enabled consumers who did not have a brand preference to be attracted to new beverages and allow a quick gain in market share. Once brand preference is established, the threat of entry would is lower for all types of alternative beverages except energy shots and relaxation drinks. The proficiency among sellers of alternative beverages could be considered the strongest competitive force. Among the sellers of energy drinks and other alternative beverages competition among major brands is focused on brand image, taste, packaging, R&D, sales promotions, endorsements, and better access to shelf space. 3. How is the market for energy drinks, sports drinks and vitamin-enhanced beverages changed? What are the underlying drivers of change and how might those forces individually or collectively make the industry more or less attractive? As the industry experiences a saturation rate for all types of beverages in the mature markets (i.e. the U.S. and Europe), it is exercising great effort to enter new international markets . In fact, the industry is expected to gain a good portion of its future growth from consumers in developing countries. As a result, maturity of change in the long-term growth rate, industry consolidation and product innovation are all driving forces of the alternative beverage industry. The annual rate of growth for the dollar value of the global market for alternative beverages was forecasted to decline from the 9.8 percent annual rate occurring between 2005 and 2009 to an anticipated annual rate of 5.7 percent – 2010 through 2014. While dollar value growth rates were expected to decline only slightly in Europe and Asia-Pacific, the annual rate of growth in the U.S. was projected to decline from 16.6 percent during 2005 – 2009 to 6.7% between 2010 and 2014. Product innovation is a constant force as the alternative beverage industry is continuing to create new ideas that give rise to new beverage industry categories and niches. Drivers of change are unlikely to dramatically alter the attractiveness of the alternative beverage industry in the next 3-5 years. Even with a slowing economy, there is no indication that the larger producers such as Red Bull GmbH, Coca-Cola, or PepsiCo are prepared to compete aggressively on price for volume and market share gains. They will likely rely on product innovation and acquisitions to increase sales and market shares. However, the individual and collective effect of industry drivers of change can make the industry less attractive for unknown independent brands unless such companies gain an advantage in the industry. 4. What does your strategic group map of the energy drink, sports drink, and vitamin-enhanced beverage industry look like? What strategy groups do you think are in the best positions? The worst positions? The strategic group maps show the industry participants competing in scope of geographic distribution and brand portfolio breadth. It shows that beverage producers competing internationally with broad brand portfolios are positioned most favorably in the industry, because as the matured market saturate, and volume sale declines, the producers with international presence and capabilities will have the edge to enter into other international markets. Companies with a single brand and regional or national distribution only (i.e., Living Essentials, Vacation in a Bottle (ViB), Dream Water, or Drank) seem to be positioned most poorly in the industry because they are positioned as specialty or regional brand, which exposes them to the ebb and flows of market conditions of the economic cond ition or consumer preference of a narrow market. The current level of competition makes it doubtful that small regional producers will survive over the long-term unless acquired by a large international bottler. 5. What key factors determine the success of alternative beverage producers? There are four factors that are necessary for competitive success in the alternative beverage industry. The first one is access to distribution, which is seen as the most important industry success factor due to the fact that most brands of energy drinks/alternative beverages cannot achieve good sales volumes and market shares unless they are widely available in stores, and there are also too many brands for all to be included on store shelves, especially in convenient stores who require placement fees. The second factor is innovating product skills. By definition, alternative beverages were different from traditional beverage; line extensions permitted entry to new categories. The third one is name brand, which was also a critical factor in choosing a target customer demographic. The image which the brand represents and exemplified and emphasized in advertisements, endorsements, and promotions created a following and demand for one brand over another. Brand image was also a result of labels and packaging that alternative beverage consumer found appealing; small producers with poor image building capabilities had difficulty competing in the industry. Finally, sufficient sales volume to achieve scale economies in marketing expenditures is also an important driver. Successful alternative beverage producers were required to have sufficient sales volumes in order maintain marketing expenses at an acceptable cost per unit ratio. 6. What recommendations would you make to Coca-Cola to improve its competitiveness in the global alternative beverage industry? To PepsiCo? To Red Bull GmbH? Coca-Cola should go beyond a distribution deal with Living Essentials’ 5-Hour Energy drink, and instead, make a move to acquire it. Secondly, with only 10.2% of market share in the United States, as compared to PepsiCo’s 47.7%, Coca-Cola should focus on building strength in alternative beverage sales in Asia where it has a slight edge over its competitors. As globally established brand, and the market leader in the alternative beverage segment, PepsiCo is well positioned to maintain its market strength in the foreseeable future. And with its global distribution capacity, PepsiCo should leverage its strength and aggressively enter new markets in Asia, South America, Africa and the Middle East before its competitors and or new entrants gets ahead of it. For its U.S market, PepsiCo should continue to maintain its market position by investing in R&D in order to develop new expand its product lines. As the energy drink market leader in the U.S. and the third-largest producer of alternative beverages worldwide and the number two seller of alternative beverages in the U.S. and Europe, Red Bull had notable performance for an independent producer. To maintain their competitive advantage, Red Bull GmbH should also create product line extensions to aid in the appeal of its brand.