Reflective paper Research Example | Topics and Well Written Essays - 2500 words

Intelligent - Research Paper Example The dread over ecological supportability emerges in light of the fact that the worldwide populace of around ten billion individuals should adequately take care of and cover without harming condition, (Goodland, 2002, p. 1). The chance of supporting this size of populace while keeping the earth unblemished is lean in light of the fact that the social and monetary needs of this populace size surpass the conveying limit of the earth, (Marquart-Pyatt, 2010). All the more significantly, the financial segment (the corporate) is the central offender in crashing natural manageability. I accept ecological supportability legitimately influences monetary maintainability on the grounds that financial development gets its contributions from nature, (Goodland, 2002, p. 2). This relationship has suggestion on the regular assets that supports the monetary development. Financial development is boundless however the environment that bolsters the monetary development is limited. This implies economy keeps on developing as far as pace of creation and utilization of items while the ecological limit from which crude materials are inferred stays steady or lessens with expanded extraction. Be that as it may, some portion of this restricted ecological limit, the sustainable asset, has capacity to renew, (Goodland, 2002, p. 2). Inexhaustible asset mostly gives instrument of embracing natural maintainability. The other bit, non-sustainable asset, need capacity to recharge. Actualizing ecological manageability strategy is testing on the grounds that lone piece of the entire condition can renew while the consumption procedure influences both. In regard to this, I would propose three principles for ecological maintainability. The first is the standard for the yield, which specifies that the amount of waste transmitted from a social or financial action must be inside the assimilative limit of the neighborhood condition without trading off its resulting absorptive limit with respect to comparable squanders

Non-Democratic Regimes Theory, Government and Politic by Paul Brooker Essay

Non-Democratic Regimes Theory, Government and Politic by Paul Brooker - Essay Example The essayist has intentionally attempted to uncover an ordered conversation as respects the hypothetical investigation of the advancement and improvement of the non-law based type of government, significances, disappointment, results, and commitment in the advancement of political idea. The exertion has additionally been made to contrast vote based system and those non-law based systems. The introduction of the book is efficient; language use is clear and intelligible and comfort perusing. The entire book has been secured by 10 sections managing each issue of a non-popularity based system. The topic of the book is effectively available. Honorably, for the accommodations and a superior comprehension of the perusers, the creator has provided significant information, figures, and tables which have made a great conversation. Anybody with an examination can undoubtedly comprehend the substance of the book and recognize the center motivations behind the writer welcoming the perusers to an astute conversation so as to confront the ground-reality through gaining some commonsense information. The twentieth century has seen enormous moves in the administration portfolios. A huge piece of First 50% of the only remaining century has encountered the approach of tyranny epitomizing one party rule, Nazism, and socialism in German, Italy, Eastern Europe, Russia, and China. In 1920s-1930s tyranny just because created in Nazi German and Fascist Italy. With the developing notoriety of socialism, the idea was reintroduced in the western political idea during the 1950s in Russia, Eastern Europe and even in China. The strength and more extensive acknowledgment of authoritarianism system in 1960s-1970s were more than majority rule government and appeared as though autocracy could be the transcendent state theory in the coming days. The period between the finish of Second World War and the opening of 1970 time is set apart by the military fascism.

Vacation = Relaxation, right

Vacation = Relaxation, right Apparently this is not the case in England. They do things differently over there. Namely, instead of 2 or 3 tests a term and then a final exam, there is only 1 final exam. Thats right. One exam that counts for pretty much your whole grade. While this is not such a big deal to students in, say China, its a big change from MIT where our rooms are filled with piles of psets. AND, heres what I think is the real killer, all the exams for the entire year happen during a 2-3 week period in the Easter term (there are 3 terms: Michaelmas, Lent, and Easter). So what does this mean? It means that were supposed to study over Christmas and Easter break. In fact, for engineers, the exams are at the beginning of Easter term so theres panic over the last couple of weeks of Easter break. So how are MIT students faring with this studying over the holidays business? Well, for the first week or so I was really motivated to get a lot of stuff done. But then Christmas came. And well, that means family, food, more family, TV, movies, more food you know. So uh, Ive been putting things off. Sigh, I foresee more panic once I get back to Cambridge. Oh wells I mean, Im sitting at home while writing this. Most of the other people on the exchange are traveling Europe. How much studying do you think theyre doing?

Anthology Definition and Examples in Literature

In literature, an anthology is a series of works collected into a single volume, usually with a unifying theme or subject. These works could be short stories, essays, poems, lyrics, or plays, and they are usually selected by an editor or a small editorial board. It should be noted that if the works assembled into the volume are all by the same author, the book would be more accurately described as a collection instead of an anthology. Anthologies are typically organized around themes instead of authors. The Garland Anthologies have been around much longer than the novel, which didn’t emerge as a distinct literary form until the 11th century at the earliest. The Classic of Poetry (alternatively known as the Book of Song) is an anthology of Chinese poetry compiled between the 7th and 11th centuries B.C. The term â€Å"anthology† itself derives from Meleager of Gadara’s Anthologia (a Greek word meaning â€Å"a collection of flowers† or garland), a collection of poetry centered on a theme of poetry as flowers he assembled in the 1st century. The 20th Century While anthologies existed prior to the 20th century, it was the modern-day publishing industry that brought the anthology into its own as a literary form. The advantages of the anthology as a marketing device were plentiful: New writers could be linked to a more marketable nameShorter works could be collected and monetized more easilyDiscovery of authors with similar styles or themes attracted readers looking for new reading material Simultaneously, the use of anthologies in education gained traction as the sheer volume of literary works required for even a basic overview grew to huge proportions. The Norton Anthology, a mammoth book collecting stories, essays, poetry, and other writings from a wide range of authors (coming in many editions covering specific regions [e.g., The Norton Anthology of American Literature]), launched in 1962 and quickly became a staple of classrooms around the world. The anthology offers a wide if somewhat shallow overview of literature in a relatively concise format. The Economics of Anthologies Anthologies maintain a strong presence in the world of fiction. The Best American series (launched in 1915) uses celebrity editors from particular fields (for example, The Best American Nonrequired Reading 2004, edited by Dave Eggers and Viggo Mortensen) to attract readers to short works they may be unfamiliar with. In many genres, such as science fiction or mystery, the anthology is a powerful tool for promoting new voices, but it’s also a way for editors to earn money. An editor can pitch a publisher with an idea for an anthology and possibly a firm commitment from a high-profile author to contribute. They take the advance they’re given and round up stories from other writers in the field, offering them an up-front, one-time payment (or, occasionally, no up-front payment but a portion of the royalties). Whatever’s left when they have assembled the stories is their own fee for editing the book. Examples of Anthologies Anthologies count amongst some of the most influential books in modern literary history: Dangerous Visions, edited by Harlan Ellison. Published in 1967, this anthology launched what’s now called the â€Å"New Wave† of science fiction, and was instrumental in establishing sci-fi as a serious literary undertaking and not silly stories aimed at kids. With stories collected from some of the most talented writers of the time and a no-holds-barred approach to depictions of sex, drugs, or other adult themes, the anthology was groundbreaking in many ways. The stories were experimental and challenging, and changed forever how science fiction was regarded.​Georgian Poetry, edited by Edward Marsh. The five original books in this series were published between 1912 and 1922, and collected the works of English poets who were part of the generation established during the reign of King George V (beginning in 1910). The anthology began as a joke at a party in 1912; there had been a craze for small chapbooks of poetry, and the party attendees (including future editor Marsh) mocked the idea, suggesting they do something similar. They quickly decided the idea had actual merit, and the anthology was a turning point. It showed that by collecting a group into a ‛brand’ (although the term wasn’t used in that manner at the time) greater commercial success could be attained than by publishing singly.​Literature of Crime, edited by Ellery Queen. Queen, the pseudonym of cousins Daniel Nathan and Emanuel Benjamin Lepofsky, put together this remarkable anthology in 1952. Not only did it elevate crime fiction from the cheap paperbacks into the realm of â€Å"literature† (if only by aspiration), it made its point by self-consciously including stories by famous authors not normally thought of as crime writers, including Ernest Hemingway, Aldous Huxley, Charles Dickens, John Steinbeck, and Mark Twain.

The History of Ultrasound in Medicine

Ultrasound refers to sound waves above the human range of hearing, 20,000 or more vibrations per second. Ultrasonic devices are used for measuring distance and detecting objects, but it’s in the realm of medical imaging that most people are familiar with ultrasound. Ultrasonography, or diagnostic sonography, is used to visualize structures inside the human body, from bones to organs, tendons, and blood vessels, as well as the fetus in a pregnant woman.   Ultrasound was developed by Dr. George Ludwig at the Naval Medical Research Institute in the late 1940s. The physicist John Wild is known as the father of medical ultrasound for imaging tissue in 1949. In addition, Dr. Karl Theodore Dussik of Austria published the first paper on medical ultrasonics in 1942, based on his research on transmission ultrasound investigation of the brain; and Professor Ian Donald of Scotland developed practical technology and applications for ultrasound in the 1950s. How It Works   Ultrasound is used in a large array of imaging tools. A transducer gives off the sound waves that are reflected back from organs and tissues, allowing a picture of what is inside the body to be drawn on a screen.   The transducer produces sound waves from 1 to 18 megahertz. The transducer is often used with a conductive gel to enable the sound to be transmitted into the body. The sound waves are reflected by internal structures in the body and hit the transducer in return. These vibrations are then translated by the ultrasound machine and transformed into an image. The depth and strength of the echo determine the size and shapes of the image. Obstetric Ultrasound Ultrasound can be very useful during pregnancy. Ultrasound can determine the gestational age of the fetus, its proper location in the womb, detect ​the fetal heartbeat, determine multiple pregnancies, and can determine the sex of the fetus. While ultrasonic imaging can change temperature and pressure in the body, there is little indication of harm to the fetus or mother through imaging. Nonetheless, American and European medical bodies urge ultrasonic imaging to be performed only when medically necessary.

Regulation and deregulation of business logistics Free Essays

It is important to distinguish these two types of state intervention, since the policy of deregulation aimed only at the economic aspects of the industry, while measures on traffic safety and protection of the public interest only increase. Let’s see these questions in detail. Regulation of business life is one of the oldest forms of government regulation. We will write a custom essay sample on Regulation and deregulation of business logistics or any similar topic only for you Order Now Federal and state governments have actively used economic regulation to ensure the reliability of the transport system and to create conditions for economic development. More than 100 years the state intervention in the economy is aimed at to make transport services equally available to all users without exception in the U. S. Measures to strengthen competition between private transport companies are the basis of the regulatory policies. The government invested money in creating and improving infrastructure in building roads, airports, channels and ports. The state supported and regulated system of private commercial carriers for using these communication and actually providing transport services. Deregulation began in the sass, and in 1980, when the basic laws adopted deregulation, the situation has changed radically. In the sass and sass were tightened security measures in the transport and protection of the public interest with weakening economic regulation of transport. In 1966, it was created by the Ministry of Transport (Department of Transportation, DOT), and from the very beginning in the center of his attention were transportation and materials handling hazardous substances, limiting working time of drivers and reliable vehicles. In 1974, the Law on Transport Security (Transportation Safety Act). Were taken effect several laws on transport, significantly influenced the practice of logistics in the next 20 years. Movement for the protection of the environment caused further strengthen attention to transportation safety and liability for environmental harm. Regulation of entry into the industry. Such regulation shall be subject to the rules of entry into the industry (market) and exit, as well as a list of markets that are allowed to serve a particular carrier. Restrictions aimed at reducing competition in major markets and maintaining an adequate level of logistic service to small. Transport rates. Transportation rates are the second object of economic regulation, in particular, their establishment, modification, tariff subsidies and actual tariff rates. There are efferent types of transport tariffs. There are legal procedures to change (increase or decrease) in transportation tariffs. The most industries, firms are free to change prices, and limits their only competitive pressures. Prior to deregulation, carriers had to prove the need for changes in tariffs to the Commission on interstate commerce. Carriers had to demonstrate that their costs have increased (or decreased) for justifying such a need to increase (or decrease) the price of the services. Temporary change of tariffs in response to rising fuel prices in the form of allowances allowed he tariff rate. Carriers are getting the right to change rates within a certain range without any Justification annual (typically 7-15%) after deregulation. Tariff subsidies – are the practice of support (subsidies) one carrier routes through higher tariffs on others. That is considered that the high costs are associated with servicing small markets, subsidized by revenues from services to large markets where the level of costs are relatively lower. Strictly speaking, 42 states regulate transport on its territory, and only eight do not. There was have never been regulating the activities f public or contract carriers in Delaware and New Jersey. Nevertheless, in 1994 Congress passed and President signed a law abolishing the right of states to control the rates, routes, and composition of services provided by the carriers. While states retained the right to regulate the size and weight of vehicles, as well as transportation routes of hazardous materials and the financial liability of carriers. In addition, Carriers retained the right of participation in the tariff committee. Costs of intrastate regulation and the difficulties in its abolition are quite significant. Postal impasses aspired to avoid regulation. But in response to these efforts of companies Federal Express and UPS power only some states have strengthened their positions. For example, several states attempt to subordinate Federal Express truck traffic on its territory in 1991. But in 1992 the U. S. Supreme Court ruled that California has no right to regulate road transport operations airlines that have a federal license. Other cities and states have tried to limit transport at a certain time of day or the transportation of hazardous materials (Donald, 2008). All these things considered, we include that creating the conditions for free market competition, although from time to time there have been calls for stability to return to a more extensive regulation – primarily it concerns air transport and road transport with incomplete transit normally – is the main aim of the legal state regulation in the transport industry. How to cite Regulation and deregulation of business logistics, Papers

Australian case Modbury Triangle Shopping Centre Pty Ltd v Anzil

Question: Discuss about the Australian case Modbury Triangle Shopping Centre Pty Ltd v Anzil. Answer: This case was heard by the High Court of Australia. In this case, the respondent was successful during the trial. Similarly, the responder proved to be successful when the Full Court of Supreme Court of South Australia heard the appeal. Under these circumstances, Modbury Triangle Shopping Center made an appeal to the High Court of Australia. The facts of this case can be briefly described as follows. In this case, the appellant, Modbury owned a shopping center. On the other hand, Mr. Anzil, the respondent was hired by a video store that had leased premises in the center. In front of the weekly shop there was a large outdoor parking for the center. The car park was owned by the shopping center, Modbury. The video store remained open until 10 PM in the night and after that time the lights of the car park were automatically switched off. In this case, the respondent was leaving his workplace at 10:30 PM on a Sunday night and the lights of the car park were turned off. Subsequently, the respondent was attacked by three unidentified persons. One of the assailants had a baseball bat and the respondent suffered serious injuries. According to the lease agreement, the lighting in the common areas like the parking area was provided. According to the discretion of the appellant had a part of the cost was paid by the tenant. Earlier, almost 2 years ago, the practice was to let the lights on at the 11 PM. Later on, a request was made by the co-manager of the video store that the lights should be allowed in the 10:15 PM but just ended and nearly 12 months before the attack, the practice was adopted to switch off the lights at 10 PM. Under these circumstances, the proprietor of the shopping center was sued by the plaintiff in negligence for his failure to exercise reasonable care and switching off the lights in the car park. In this way, the case was related with the liability of the occupier for the criminal conduct of a third party. Therefore the main issue in this case was to decide if and when a person can be held liable towards another person for a duty to take reasonable care for controlling the conduct of the third party.[1] In this case, although it was argued by the appellant that the attack could have been prevented if better lighting was present in the car park, but the majority of the judges were quite skeptical of this claim. Therefore, it appears that mainly the case was conducted on the issue if the risk of injury was created or increased by the defendant due to poor lighting. It was pointed out by the court that in this case, the claim of the building was not based on the physical conditions in the car parking (for example that he had tripped over due to bad lighting). Instead, the claim in the present case was based on the third party's deliberate criminal actions. Therefore the issue in this case was related with the liability of the defendant for an omission, particularly the liability of the defendant regarding the criminal actions of third party. It was decided by the majority of these days that Modbury, as the occupier of the premises, had a duty which did not extend to take precautions fo r preventing the physical injury was to the plaintiff by criminals. In order to decide if the occupiers had a did you get towards the persons who entered their land, the proximity test needs to be applied. In case of this test, physical proximity, circumstantial proximity and casual proximity is involved. Apart from it, under such circumstances, another test that can be used is the three stages test.[2] The three stages in this regard are if the damage suffered by the plaintiff can be described as reasonably foreseeable, if the relationship that existed between the plaintiff and defendant can be described as sufficiently proximate and if so, can it be described as fair, just and reasonable under the circumstances to impose the duty of care on the defendant. The questions that need to be asked for the purpose of deciding if there has been a breach of the required standard of care include the question if it was foreseeable, if the risk was not insignificant and if any other reasonable person would have taken the precautions under similar circumstances in which the defendant was. There are other relevant factors that also need to be considered like if the cost involved in taking the precautions would have considerably increased the cost of energy. It was also claimed by the apparent than an occupier of land is not how a duty of care, which requires the occupier to take reasonable care for preventing physical injury to the plaintiff that may be caused as a result of the criminal behavior of a third-party.[3] Therefore in the present case also, the occupier did not have any control over the actions of the attackers or on the circumstances under which the attack took place. The general rule that can be applied in the present situation is that the person does not have a duty to control the other person to prevent such person from causing damage to a third person. Generally for the purpose of occupier's liability, the duty of care in negligence regarding the physical condition of the premises arises as a result of the power that the occupier had to control the persons who enter or remain on the land and also the power of the occupiers to control the state of land. Moreover, the occupiers in a better position as compared to an entra nt to know regarding the physical condition of the premises.[4] Regarding the issue of a duty of control over third parties, it was the opinion of the majority in this case that the scope of the duties of an occupier does not extend to third parties. Apart from the exceptional circumstances or in case of the presence of the special relationship between the parties, liability is not imposed by the commonlaw regarding the ommission to take positive steps for the purpose of protecting the other person from the criminal actions of the other party. It was also stated in this case that if a special relationship is not present, it is not the duty of a person to take steps to prevent causing harm to another person as a result of the interactions of a third party even if such a risk can be described as foreseeable. It will also recognize by the court that under some exceptional cases, a duty can be imposed on a party to take positive steps that are required in order to prevent a reasonably foreseeable risk. That has been created independent from the condu ct of the defendant. Such a situation arises in cases where there is a special or protective relationship present between the parties, and an obligation has been assumed by the defendant to protect the plaintiff.[5] It can be said that such a protective relationship is present where the defendant has the capability to control the risk of harm that may be caused to the plaintiff and in cases where the plaintiff can be described as vulnerable and depending on the plaintiff for the prevention of such harm.[6] But in the present case, it was noted by the court that the occupier was not in a position to control the actions of the assailants. Similarly, the occupier did not have any knowledge regarding the impending attack. The court stated that the middle attacks cannot be predicted and it was not possible for the occupier to control such an attack.[7] Under these circumstances, it was stated that the occupier cannot be held liable in the present case, because the immediate and direct cause of the injuries suffered by the plaintiff was the attack by the offenders and these injuries were not suffered as an absence of lighting. Similarly, this fact was also noted that responsibility was not assumed by the occupier regarding the safety of the respondent. It was reasonable for the occupier to believe that the employer of the respondent would protect him. Concerning the occupier, the respondent can be placed in similar position in which any other member of the public can be placed. Similarly in the present case, the contribution of the occupier in the injuries suffered by the respondent was negligible. If liability is imposed on the occupier, it would mean that the financial responsibility has been shifted regarding the consequences of a crime, from the wrongdoer to another person. Even if such person did not have the capability to impact the behavior due to which the injuries were caused. Moreover the court stated that there is no doubt that an occupier of land has the duty of care towards the persons who unlawfully present on the land. In the present case also, it can be said that the appellant had a duty towards the first to respond and regarding the physical condition of the car park. However, the issue in this case was related with the fact if the appellant also had a duty of the kind that is relevant for the harm that was offered by the first respondent. This issue was discussed in this case in the form of the argument related with the nature or scope of the duty. In the present case, the nature of farm caused to the respondent was in the form of physical injuries that have been caused by a third party and the respondent did not have any control over the actions of the third-party.[8] Therefore, it can be said in the present case that any relevant duty in such circumstances can be described as the duty related with the security of the respondent. It can be a duty of a person, in his position as the occupier of land, which requires him to take reasonable care for protecting the persons who were in the position of the respondent against conduct, which includes the criminal actions of the third parties. Under these circumstances, the majority decision given by the High Court was that the appeal of Modbry should be allowed on both the issues. Consequently, it was decided by the High Court that Modbury cannot be held liable for injuries suffered by Mr. Anzil. In support of the decision, it was stated by the court. That being an occupier of land, Modbury has a duty of care towards Mr. Anzil but this duty cannot be considered to be extending to take reasonable steps for the purpose of preventing the criminal actions of third parties, as a result of which, physical injuries were suffered by Mr. Anzil. Under the circumstances where Modbury did not have any control over the conduct of the attackers. The court pointed out that even if it can be said that the failure of Modbury to provide proper lighting in the car park could have facilitated the time in the same way as it had made provision for the car park and descent and decided to park his car there but it cannot be treated as the. Main cause behind the injuries suffered by Mr. Anzil. In this case, the direct cause due to which Mr. Anzil had suffered the injuries was the conduct of the three assailants over which Modbury had no control. It was also noted by the court that in this case, the inadequate lighting had not caused the concealment of a dangerous object or condition in the carpark as a result of which, damage may have been suffered by person or property. Due to the unpredictability of criminal behavior, as a general rule, and when a special relationship is not present, a duty is not imposed by the law to prevent harm to another person caused by the criminal conduct of third parties even if such harm can be described as reasonably foreseeable.[9] Therefore the court stated that the occupier, Modbury was not liable for the injuries suffered by the respondent. Bibliography Chomentowski v Red Garter Restaurant Ltd (1970) 92 WN (NSW) 1070 Commissioner for Railways v McDermott [1967] 1 AC 169 at 186 Dorset Yacht Co v Home Office [1970] AC 1004 Fraser v State Transport Authority (1985) 39 SASR 57 Hill v Van Erp (1997) 188 CLR 159 at 229 Kondis v State Transport Authority (1984) 154 CLR 672 at 687 Pitt Son Badgery Ltd v Proulefco (1984) 153 CLR 644 Public Transport Corporation v Sartori [1997] 1 VR 168 Smith v Leurs (1945) 70 CLR 256 at 262 Commissioner for Railways v McDermott [1967] 1 AC 169 at 186. Smith v Leurs (1945) 70 CLR 256 at 262 Dorset Yacht Co v Home Office [1970] AC 1004. Kondis v State Transport Authority (1984) 154 CLR 672 at 687 Hill v Van Erp (1997) 188 CLR 159 at 229 Chomentowski v Red Garter Restaurant Ltd (1970) 92 WN (NSW) 1070 Public Transport Corporation v Sartori [1997] 1 VR 168 Fraser v State Transport Authority (1985) 39 SASR 57 Pitt Son Badgery Ltd v Proulefco (1984) 153 CLR 644

A Midsummer Nights Dream Essays (1927 words) - Demetrius, Hermia

A Midsummer Night's Dream The Underpinning of Demetrius Thesis: A Midsummer Night's Dream character, Demetrius is very difficult to identify except by his relation to the one he loves, or, more particularly, to the one who loves him. Helena's ridiculous chasing after him and his irritation with her are the primary marks of his character. While in this uncharmed state, he even begins to threaten Helena with bodily harm, coming off as not quite the gracious courtly lover he truly means to be. It's simple to discover his unchivalrous character by how easily his eye was distracted from Helena by Hermia in the beginning. He could be a gentle, loving man if he truly desired, but he takes satisfaction being put in his place by others. In the end, still under the spell of fairy magic and therefore not seeing with true eyes, he seems a bit imbecilic laughing at the acted lovers in the play. He doesn't realize it, but he is in a play of his own. Likewise, as with the other characters, what happens to him is far more interesting than the sort of cha racter he is. I.Demetrius' unwelcome deceit and shrewdness and what is discovered A. Since Demetrius only has two lines throughout the entire first act, it shows that he can't stand up for himself, likewise, this lack of speech displays his lack of self-confidence and image: Relent, sweet Hermia, and, Lysander, yield Thy crazed title to my certain right. (Demetrius, 1.1.93-94) Demetrius believes that since he has Egeus' approval, that Hermia should relinquish to him and states that Lysander is going against his privilege. B. Demetrius takes advantage of his stature by claiming Hermia as a right, which truly portrays his instability, but, at the same time shows that in true he loves Hermia. It is absolutely obvious that he is well supported by Egeus: Scornful Lysander, true, he hath my love; And what is mine my love shall render him. And she is mine, and all my right of her I do estate unto Demetrius. (Egeus, 1.1.97-100) He depends on Egeus to display his affection and Egeus concludes by actually enforcing Demetrius' love upon her. C. Initially in love with Hermia, he uses rudeness to ward off Helena's spaniel affection, being very ruthless towards the feelings of Helena: I'll run from thee and hide me in the brakes And leave thee to the mercy of wild beasts. (Demetrius, 2.1.234-235) He cares nothing even for her life and just absolutely crushing her dear emotions. D. It always seems that he is usually taking advantage of the situations he is in, like when he tries to pursue Hermia due to Lysander's absence, but uses harsh words: I had rather give his [Lysander] carcass to my hounds . . . . . . . . . . An if I could, what should Iget therefor? (Demetrius, 3.2.66,80) A privilege never to see me more. And from thy hated presence part I [so.] See me no more, whether he be dead or no. (Hermia, 3.2.81-83) Demetrius displays his awful characteristics with such demoralizing words and complete disrespect for Lysander. He will desire any hopes of attaining her affection. She scorns him after hearing these words, never wanting him to see her again. E. Since Demetrius had indeed made some convincing threats of violence against his unwanted love, Hermia automatically suspects him for murdering Lysander: It cannot be but thou hast murdered him. So should a murderer look, so dead, so grim. (Hermia, 3.2.58-59) F. Helena is so true to Demetrius, but he denounces her to a point of no return, threatening to rape her: You do impeach your modesty too much To leave the city and commit yourself Into the hands of one that loves you not, To trust the opportunity of night And the ill counsel of a desert place With the rich worth of your virginity. (Demetrius, 2.1.221-226) This is such a tremendous insult and Helena accepts by Your [Demetrius] virtue is my privilege. II. The Analogous, Yet Similar: Lysander and Demetrius A. Demetrius and Lysander are somewhat alike, lacking in individuality, virtually indistinguishable. B. Demetrius only seems to love the external beauty of the women and doesn't recognize the inner-beauty with true feelings. As opposed to from Lysander's luring manner, which is based on internal emotions and tries his best to express with passionate words: How now, my love?

Definition and Types of Illocutionary Force

Definition and Types of Illocutionary Force In speech-act theory, illocutionary force  refers to a speakers intention in delivering an utterance  or to the kind of illocutionary act the speaker is performing. Also known as an illocutionary function  or illocutionary point. In Syntax: Structure, Meaning, and Function (1997), Van Vallin and LaPolla state that illocutionary force refers to whether an utterance is an assertion, a question, a command or an expression of a wish. These are different types of illocutionary force, which means that we can talk about interrogative illocutionary force, imperative illocutionary force, optative illocutionary force, and declarative illocutionary force. The terms illocutionary act and illocutionary force were introduced by British linguistic philosopher John L. Austin in How to Do Things With Words (1962). Examples and Observations Illocutionary Act and Illocutionary Force [A]n illocutionary act refers to the type of function a speaker intends to accomplish in the course of producing an utterance. It is an act accomplished in speaking and defined within a system of social conventions. Thus, if John says to Mary Pass me the glasses, please, he performs the illocutionary act of requesting or ordering Mary to hand the glasses over to him. The functions or actions just mentioned are also referred to as the illocutionary force or illocutionary point of the speech act. The illocutionary force of a speech act is the effect a speech act is intended to have by a speaker. Indeed, the term speech act in its narrow sense is often taken to refer specifically to illocutionary act.(Yan Huang, The Oxford Dictionary of Pragmatics. Oxford University Press, 2012) Illocutionary Force Indicating Devices There are different devices used to indicate how an illocutionary force must be interpreted. For example, Open the door and Could you open the door have the same propositional content (open the door), but they represent different illocutionary acts- an order and a request respectively. These devices that aid the hearer in identifying the illocutionary force of the utterance are referred to as the illocutionary force indicating devices or IFIDs [also called illocutionary force markers]. Performative verbs, mood, word order, intonation, stress are examples of IFIDs.(Elizabeth Flores Salgado,  The Pragmatics of Requests and Apologies. John Benjamins, 2011) I may indicate the kind of illocutionary act I am performing by beginning the sentence with I apologize, I warn, I state, etc. Often, in actual speech situations, the context will make it clear what the illocutionary force of the utterance is, without its being necessary to invoke the appropriate explicit illocutionary force indicator.(John R. Searle,  Speech Acts: An Essay in the Philosophy of Language. Cambridge University Press, 1969) I Was Just Saying That Kenneth Parcell: Im sorry, Mr. Jordan. Im just overworked. With my page duties and being Mr. Donaghys assistant, theres not enough hours in the day.Tracy Jordan: Im sorry about that. But just let me know if theres any way I can help.Kenneth: Actually, there is one thing...Tracy: No! I was just saying that! Why cant you read human facial cues (Jack McBrayer and Tracy Morgan, Cutbacks. 30 Rock, April 9, 2009) Pragmatic Competence Achieving pragmatic competence involves the ability to understand the illocutionary force of an utterance, that is, what a speaker intends by making it. This is particularly important in cross-cultural encounters since the same form (e.g. When are you leaving?) can vary in its illocutionary force depending on the context in which it is made (e.g. May I have a ride with you? or Dont you think it is time for you to go?).(Sandra Lee McKay, Teaching English as an International Language. Oxford University Press, 2002) What I Really Mean When I say how are you to a co-worker, I really mean hello. Although I know what I mean by how are you, it is possible that the receiver does not know that I mean hello and actually proceeds to give me a fifteen-minute discourse on his various maladies.(George Ritzer, Sociology: A Multiple Paradigm Science. Allyn Bacon, 1980)

E-Business and Value Chains Essay Example | Topics and Well Written Essays - 2000 words

E-Business and Value Chains - Essay Example Thus, according to Post & Anderson (2003), e-business is a general term that encompasses business that is done using electronic means and it is increasingly being regarded as a valuable tool for organisations in conducting their business during the contemporary period. As such, this report seeks to critically analyse the extent to which the internet has impacted on the operations of PC World Business through implementation of e-business strategy such as e-marketing. The report focuses on impacts of e-marketing on PC World Business and attempts to address the following issues: 1. How has the organisation’s business changed with the development of the internet? 2. What new opportunities have been there for the organisation to create additional customer value? 3. Assessment of the strengths and weaknesses of the organisation’s current use of ICT tools to support the organisations overall business offering. 4. Suggestions about e-business strategy improvements and alternative ICT tools which could be used to create greater customer value or to help differentiate the organisation from competitors. 1.0 Changes made by the internet to PC World Business According to its official website, (http://www.pcwb.co.uk/, ND) PC World Business was founded in 1991 and it is a computer organisation which is based in the UK and it deals with selling different types of PCs including notebooks, laptops, printers and desktops. The organisation offers a lot of products that are related to information and communication and the use of the internet has significantly contributed to its performance as going to be discussed below. The internet has immensely contributed to the way PC World Business collects, stores and processes information which has significantly impacted on its e-commerce activities. The internet has greatly improved employee performance as well as the company’s marketing strategies used to reach the customers. Through the use of the internet, it can be noted that the customers now have the ability to evaluate products offered while marketers on the other hand are also aware of the impact of new information and communication technology on the way they carry out their business (Robinson, 1997). The internet therefore has a dual impact which is beneficial to both the customers and the organisation. The use of the internet at PC World Business has greatly improved the performance of the employees and the organisation as a whole. Research has shown that that the sales for PC World in 2004/5 were ?1,695 million but they have increased to more than ?2, 000 in 2008 owing to developments in their e-marketing strategies (http://www.pcworld.com/, N.D). Information gathering about the customers has been made relatively easy and it can be processed at a faster speed in order to meet their needs and this is regarded as a basic tenet of marketing. Traditionally, the organisation has been conducting its business using postal services to do all business but due to technological advancements especially as a result of the advent of the internet, it is now possible to conduct any business online where customers can place their orders online at any given time and it is possible to access feedback for 24 hours a day. The organisation now uses a specially designed website which enables the marketers to interact directly with the customers given that a two way communication channel is enhanced and it is also easy to get feedback from the customers. The internet has made it possible for the marketers to obtain first hand information from the customers about their needs hence it

Research paper Example | Topics and Well Written Essays - 2000 words - 14

Research Paper Example This is what the author refers to as the The dark side of the all-American meal tackling issues related to the poor pay of farmers, distorted supply chains that result in food contamination among other relevant factors. In the process of analysing the subject matter, Schlosser applies unique writing strategies that not only improve the books efficiency but also create an entertaining reading for the audience. He exhibits straightforward reporting skills, use of simple language, personalization of the context through the use of first language and imagery to deliver a perfectly written and well research book. The first notable writing strategy used by Schlosser is the use of imagery. The author states the book with a clear description of the terrain and later on proceeds to use similar forms of descriptive writing throughout the book as a means of engaging his audience. The first use of imagery is in the introductory part where he describes the Cheyenne Mountain as being on the eastern slope of Colorado’s Front Range, rising steeply from the prairie and overlooking the city of Colorado Springs† (p. 9). In the next chapter, he delivers a vivid imagery of the process of buying fast food; a process familiar to most Americans. He writes that â€Å"Pull open the glass door, feel the rush of cool air, walk in, get on line, study the backlit color photographs above the counter, place your order, hand over a few dollars, watch teenagers in uniforms pushing various buttons, and moments later take hold of a plastic tray full of food wrapped in colored paper and cardboard† (p. 9 ). The two incidences of descriptive writing state above are very significant in the book since they provide the audience with a clear picture of the situation the author is grounding on for his arguments. Due to the effectiveness of such descriptive writing, it comes as no surprise that Stonehill uses a similar writing technique in his song, American Fast

Analysis of Sports Bar Businesses in India for Opportunities

Analysis of Sports Bar Businesses in India for Opportunities Sports Bar Business in India from a Cultural and Branding Perspective INTRODUCTION Post liberalization the Indian economy has grown exponentially. The fall out of this is the increase in disposable income of the consumers, emergence of credit card culture and the decreasing size of households. The change in the economic status is the catalyst to the change in the social and cultural trends that have caused the change in the way a consumer views everyday food and beverages. The consumer today has very different preferences. Consumers today are more aware about different things in the world due to extensive travel and foreign media. These are some of the social and economic reasons behind the consumer moving towards fine dining, imported spirits and wine as opposed to conventional beverages. Due to this paradigm shift coffee shops, restaurants, fast food joints and bars have become successful. India is relatively new to the concept of a bar. In India bars are located mostly in the metros like Delhi, Mumbai, Bangalore, Hyderabad etc. Sports bars in particular are very new to our country and are growing at a very rapid rate. The advent of IPL and the increase in craze for club football and F1 has only boosted its prospects. LITERATURE REVIEW The Indian economy is booming and the living standards and the lifestyles in the urban areas are fast changing. Entertainment as an industry is growing exponentially over the past decade. From the turn of the 21st century more and more avenues of entertainment have opened up in our country. Eating out as a form of entertainment has been catching up over the last decade. More and more families are going out for dinner or lunch on a regular basis and this is a form of entertainment for them. Changing Indian Economy Consumer Preferences: As of 2007 the median age of India is 24. Due to the abundant job opportunities and the surge in the economy the amount spent by a consumer on alcohol has increased significantly. The number of women working has increased by a large percentage and due to this the double income households have more disposable income. They can afford give their children more pocket money and they are spending a far greater amount socializing in restaurants and bars. The expenditure of consumers on alcohol drinks has increased by 650% from 1995-2007. (Consumer Lifestyles india, 2008) The rise in income is leading to overall growth in consumption by an average Indian. Eating out on a regular basis has now come to become a cool habit. Eating outside is becoming more and more popular. According to a research conducted by Federation Of Hotel and restaurant Association of India (www.fhari.com 2005) there are 10 million households in India with an average income of Rs 46,000/month and 2 million households with average income of 115,000/month. Due to the change in their economic strata, eating out has become a trend within these elite groups. There are 100 million 17-21 year old in India, and six out of 10 households have a child that was born in the post liberalization and has been brought up with no guilt of consumption. It is estimated that as of 2005 there are 5,00,000 restaurants in the organised sector and this will only increase in the future. According to a survey conducted by The Economic Times, 1.7 percent of Indians dine out more than once a week, 2.5 percent do so once a week and around 2.1 percent dine outside once a fortnight. About 5.5 percent eat out of home once a month on an average and 5.4 percent eat out once every 2-3 months. Around 8 percent say eating out is relegated only to festivals. For 69.6 percent eating out is a rather rare occasion. (Ref: The Economic Times, 21 May,2005). The consumers in the urban areas are more aware of the international brands due to their exposure from offshore travel and media and do not hesitate to pay for premium goods. According to National Council for Applied Economic Research (NCAER) there are five classes of consumer households and the greatest growth is in the upper strata. Upper strata are defined as households with income in excess of Rs 215,000. More than 80% of the top earning households in India are located in the top seven cities of our country. Due to this most of the disposable income in the country is located in these areas. This is the reason behind the growth rate of restaurants, coffee shops, fast food joints and bars in these cities. Another major factor influencing the growth in the food and beverage industry in India is the fact that more than 70% of the countrys population is under the age of 40. This explains the rise of expenditure on leisure products and entertainment. (Sarin, 2005) Indian Theme Restaurants: However, eating out as a concept is also fast changing. People want to break away from the monotony of eating in the same food joints and are looking for more experiential and new avenues to hang out and spend time with their family and friends. Themed restaurants and bars are the flavour of the season. More and more themed bars and restaurants are mushrooming in various metros like across India. A number of theme restaurants have been successful in India. Some of the successful and well know theme restaurants are Mercurries in Delhi Theme, Solar system Orient Express at the Taj Palace New Delhi Theme, Railway carriage of yore Village in Mumbai Theme, Indian village Gufaa Ohris in Hyderabad Theme, Dungeon etc. Serengeti Ohris in Hyderabad Theme, Jungle (Roy, 2008) Each of these theme based restaurants has been successful as the people are looking for a lot more than just eating at the food joints. The time they spend at the restaurant is made more enjoyable interactive and memorable because of the different concepts of these restaurants. This theme based format has been inspired from the success stories of the west. Indian Theme Bars/Sports Bars: Another popular retail format which is just picking up in the Indian market is the bars. Bars in India have mostly mushroomed around metros and other urban areas. There are very few bars in other parts of the country. Traditionally consumers bought the liquor at wine shops and consumed them at home. However, now with the advent of Restaurant/Bars, Bars and clubs, the consumption habits are changing. Bars in India are of various types. Some are social bars where people get together to socialise drink, eat and have fun. Some of these bars are theme based like the Hard Rock Cafe and TGIF. Then there are the shady bars where only men go. Bars with a big enough dance floor are termed as nightclubs. Sports bars are another kind of bars which have just made their way into the Indian market. Sports bars are bars where sports fans find an authentic sporting ambience with large LCD screens for watching live feeds of important international matches, pool tables, basketball courts and video games. Today there are close to 30 sports bars in India across various metros. The biggest player in the Indian market currently is Future Groups subsidiary Galaxy Entertainment Corporation Ltd. It has two brands under it, â€Å"The Sports Bar† and â€Å"Sports Express.† Sports Express offers a wide variety of entertainment activities ranging from Television Programmes, Cricket, Soccer, Pool, Basket-Ball area, Darts and certain places also have a Cricket Pitch. They also serve various Indian and imported brands of liquor along with pan Indian cuisine. It has seven outlets in various cities and another four outlets in the pipeline. â€Å"The Sports Bar† another brand of Galaxy Entertainment Corporation Ltd is located in Mumbai. It is a complete sports bar complimented with an unrivalled ambience. It has a giant screen, multiple LCD TVs, basketball court, pool tables, punching bags and dart boards. It is a favourite destination for many professionals who just wish to unwind after a hard days work. Xtreme Sports Bar is another chain of sports bars; it has seven outlets across Hyderabad, Bangalore and Gurgaon. They also have similar offerings as the other sports bars. However, they are looking to expand further and are looking for suitable people to take up the franchise. Other popular sports bars in India are, Champions, Delhi Starstruck, Kolkata Super stars, Kolkata (Roy, 2008) Other theme bars in India are, Hard Rock Cafe one of the biggest retail brands in the world has opened its shops in various locations like Delhi, Hyderabad, Mumbai, Bangalore etc. TGIF (Thank God Its Friday) is another example of an international retail format opening up in India and doing well. 21 Fahrenheit Condom bar Chandigarh There are a number of factors due to which these theme based bars and restaurants are successful. One important factor which is attractive to people to come to these places is the authenticity they have in decor and food. All these theme based food retail outlets are true to their name and provide a unique experience in line with their theme. The moment you step into these places you are transformed to a fantasy world and the food they serve is very authentic and apt to their name. Even in the case of sports the whole ambience created in the place is so electrifying during any international sporting event. The decor and the buzz in a sports bar are beyond words. With the flags hung in every corner of the place and the giant screen to watch the watch on with a drink in your hand is an experience a lot of the consumers have come to love. Some have argued that the concept of having theme bars and restaurants are just a fad, but it has been proved otherwise. Knowledge Gap Most of the academic articles that I came across were written in the global perspective. There is little literature or data available about bars in the Indian context. In particular when it comes to Sports Bars in India the only information available is about some of the sports bars in India in brief and about the themed restaurants in India. There is no clear information available about the consumer profile of the people who frequent the Sports Bars in India. Also, there is no information available about the consumption pattern of Sports Bar as entertainment/leisure in the Indian context. The articles I have found have no information what so ever on the branding opportunities Sports Bars have. The Socio-Cultural changes that have impacted the average consumers outlook towards a bar are also an important factor that is missing in the literature available. The reasons behind the bar being perceived as a socially acceptable and sophisticated socializing place today is also not covered in the information Available. Problem Definition Research problem To study the sports bar business in India and identify the opportunities these bars have as a business in India. Also to understand the changing customer behaviour towards sports bars. Research Objectives To study the evolution of sports bars in India and understand their system of operation To study the growth of sports bars in India and also understand the consumer behaviour related to sports bars RESEARCH DESIGN Exploratory research in 3 areas: Study the evolution of the sports bars in India Attitude of consumers towards sports bars Patterns and reason for visiting sports bars RESEARCH METHODOLOGY Data Collection Method: PHASE I: Secondary Research Studying the different retail formats of bars in India and their evolution by gathering information from different articles and journals published both globally and locally. PHASE II: Primary Research Primary research involved mostly qualitative research. 1. 5-6 In-depth interviews with industry stake holders like bar owners and bar managers; Ravi K Malpuri owner Hall Of Fame Sports Bar, jubilee hills, Hyderabad Eddie Richards manager Hall of Fame Sports Bar, jubilee hills, Hyderabad Arjun Yelluri owner of Xtreme Sports Bar, Banjara Hills, Hyderabad Santosh Nath bar manager, Xtreme Sports Bar, Banjara Hills, Hyderabad Pramod Reddy owner Live Sports Bar, Nubilee Hills, Hyderabad 2. In-depth interviews with consumers (10-15) 3 Male (21-30 age group), 3 Male (31-45 age group) 3 Female (21-30 age group), 3 Female (31-45 age group) The findings of these interviews will be used to generate a questionnaire. The purpose of the questionnaire is to validate the findings from the In-Depth interviews. 3. Type of research: Qualitative/Quantitative Number of respondents 150 Age group 21-45 Questionnaire administered to consumers and non consumers of bars/sports bars. The In-depth interviews with the industry stake holders will give me a better idea about the target audience and their profiles. The questionnaire was designed from the inputs gathered after the In-depth interviews with industry stake holders and consumers. The questionnaire was administered online due to the absence of bars in the state of Gujarat. The questionnaire is attached in the appendix. The information and data collected through the In-depth Interviews and Questionnaire would be analyzed to come up with research findings for the Sports Bar Industry. Sampling Universe: Anybody living in cities like Mumbai, Hyderabad, within the age group of 21-45. The person could either have visited or not visited sports bars. Sampling Technique: Random Sampling SCOPE: Hyderabad, Mumbai, Bangalore Evolution of Sports Bars Introduction Bars have been around in India for decades. Mostly they were dance bars and some bar upscale bars in the metros. Since the beginning of the 21st century more and more upscale bars and theme bars have been proliferating in India starting with the major metros like Delhi and Mumbai to now cities like Hyderabad, Bangalore, Pune, Gurgaon etc. As the income levels of an average Indian in the cities is increasing, they are looking for different avenues to spend their leisure time and hang out with friends and colleagues. Western Influence The Indian businessmen have always looked to the west for success stories to start their endeavours in India. The bars/restaurants is an example of that. Serving alcohol in a restaurant was a thing of the star hotels only initially. Today hundreds of restaurants have a bar and serve a variety of foreign/Indian liquor and a wide range of cocktails and mocktails. Then came the concept of having gaming areas like pool and bowling. This business model did not take off in India as the Indian government did not give permission to this kind of gaming zones to serve liquor and they retired to becoming just gaming zones and entertained youth and families. After this during the late 90s and early 2000s theme restaurants started opening in India. These restaurants charged a premium for the experience they provide to their customers. The decoration in these restaurants was exquisite. Places like the Oriental Express and The Village restaurant are examples of this. Evolving Indian Market Consumer The Indian customer is ever evolving and adapts to the western trends very easily. The cumulative impact of increasing disposable income, foreign exposure and western media has changed the requirements and consumption habits of young Indians. Hanging out in bars has become a casual thing and a way to unwind for us. Thanks to these upscale bars and clubs, it is not a taboo anymore to go and have a drink in a bar in India. As the consumption of bars has increased also came in a number of clubs starting in major cities like Mumbai Delhi and Bangalore. Initially only hotels had in-house clubs, but over the years a lot of independent clubs have emerged. Sports Bars are popular hang outs in Europe and America. The first ever sports bar was opened way back in 1894. â€Å"Nuf Ced† McGreevy opened his â€Å"3rd Base Saloon† in Boston. The number of local tournaments that happen in these countries is much larger. Due to this a large number of local fans flock to these sports bar to form a community of sorts to support their teams. Apart from these general sports bars there are a large number of bars which promote and support a particular sports club. Most of these bars are in collaboration with the sporting club itself. The telecast all live matches of the club, sell merchandize and have fan interactions at a regular basis at these bars. There was little or no real differentiating factor between bars in India. The need to differentiate gave way to different theme bars and restaurants across India. The first sports bar in India was opened in Goa. It was the perfect place to open the first sports bar as it has a rich culture of football and has a number of spectacular local football clubs like Salgaocar, Dempo, Churchill Brothers, Vasco Sports Club. The fans here have been known to travel to different venues to support their teams. Today there are a number of clubs and bars in all major cities in India. Due to this there is not much differentiation between these places. Sports Bars have always been very popular in the western countries where it has become a culture of a sort where friends go to a particular sports bar to watch every local teams match. This popular successful and well tested format of bar was introduced in India only a few years back. Today there are more than 40 sports bars in India. Impact OF IPL The recent surge in the number of sports bars in India can be attributed to the success of IPL (Indian Premier League). Cricket has always been like a religion in India. The only problem was it was not short like a football match. Now with the advent of 20-20 cricket it has become easier for the audience to consume this sport. Due to the fast nature of this format of cricket IPL has become a huge success and this has helped sports bars in India flourish in leaps and bounds. As most of the major cities have their own IPL teams it has increased the local audiences involvement in the sport. This has been the major factor which has influenced the proliferation of sports bars in the recent years across cities in India. Sports bars are filled to capacity on a match day. The most popular sports in Indian sports bars apart from cricket are football and F1. Some sports bars have tie-ups with local sporting teams and sell their merchandize and promote those teams. Branding Opportunity For example, Xtreme sports bar in Hyderabad has a tie-up with Deccan Chargers which is the cities cricket team in the IPL. They have different offers and promotional events during the IPL season and in particular during a Deccan Chargers match. Deccan chargers in turn use this bar as a platform to promote and interact with the local fans. The team players make appearances during the IPL season and interact with the fans, also, they have other promotional activities like having the official team cheerleaders come and perform at the bar. Recently Manchester United Food Beverage (Asia) Pte Ltd and Billionaire Sports Pvt Ltd in collaboration have announced that they will open the first ever offshore club sports bar in India in the city of Delhi. The first ever Manchester United Restaurant and Bar will set the precedence for other clubs to setup their sports in the country where the love and fan following for English Football is rapidly increasing. Local clubs like the Deccan Chargers, Delhi Daredevils and Rajasthan Royals have announced their intentions to launch their own sports bar to promote their clubs and entertain their loyal fan base. This would give them an avenue to brand their sporting clubs and also sell their wide variety of merchandize. Xtreme Sports Bar, Banjara Hills, Hyderabad Manufacturers of sports equipment could use sports bars as a platform to indulge the customers through subliminal branding. The branding at the bars can be done very subtly. As there is already a lot of player merchandize available, sports manufacturers like Nike can promote their brands by hanging only Nike sponsored player jerseys and memorabilia. Apart from this the manufacturers merchandize can be sold at these bars. For ex: Puma the official sponsor of Deccan Chargers can choose to sell their merchandize in these bars where the involvement of the customer is very high as most of the customers are sports fans. Xtreme Sports Bar, Jubilee Hills, Hyderabad SuryaRay Elixirs Pvt. Ltd.the parent company Xtreme Sports Bar has the largest chain of sports bars in India. The annual revenue of this chain is already in excess of Rs. 25cr within just 2 years of launching. They have 7 outlets across India in cities like Hyderabad, Bangalore and Gurgaon. They plan to expand further in the next couple of years and target revenue of Rs. 160 in a couple of years. Apart from the large number of high definition TVs and a few large projection screens Xtreme Sports bar also offers Foos Ball, Golf Simulators, Dart Board Games, Console Gaming, Lan Gaming and Pool tables for the entertainment of their customers during non match days. Live Sports Bar, Jubilee Hills, Hyderabad Hall of Fame is the new sports bar that has opened in Hyderabad located in Jubilee hills. This bar boasts of eighteen 42 inch televisions and two large projection screens to provide the ultimate match viewing experience to their customers. Licence of sports like NBA etc have been taken by the bar to telecast uninterrupted matches over broadband. The menu itself consists of 12 different types of chicken wings which are the most popular among the match watching crowd apart from other continental dishes. The raw materials for the food are directly imported from the US in order to provide the highest quality of food to their customers. They call themselves a sports grill and not just a sports bar as they give a lot of importance to their expertise in the food services they provide. Hall of Fame plans to expand its branches into cities like Mumbai and Bangalore later this year. Focus On High-End Decor Quality Of Service: In order to compete in the clustered bars and restaurants segment sports bars have carved a niche for themselves. The food service industry is very competitive and in order to compete in them sports bars are redefining this segment and investing a lot in high end decorations and facilities. These bars have a large number of high resolution plasma TVs, and large projection screens and comfortable seating arrangements equipped with class bean bags, sofas and comfortable booths as opposed to the normal seating arrangements available in other bars and restaurants. To keep up the upscale image most of these bars serve a variety of cuisines and employ well trained chefs. The menus are exquisite and offer a large variety. Both Indian and foreign liquors are served in these bars ranging from beer, wine, whisky, scotch, cocktails, mocktails and other in-house specialities. The menu is quite often named after the local club players and sports stars to increase the involvement of the customers. To add to the ambience and the experience player jerseys and flags of different players and sports teams are displayed in the bar. Autographed photos of players, jerseys and other sports memorabilia are hung on the walls. These bars partner with sports teams and liquor companies. As most people come here to watch live matches and have a drink while doing so, the menu focus is mostly on starters and appetizers as people would like to have something to munch on while drinking and watching the matches. One of the unique attractions of these bars is the private cabins they offer. A customer can call and book the private cabins which have a seating capacity of 8-12 people and are equipped with comfortable sofas and bean bags along with a plasma TV. Customers can enjoy the match, sports bar ambience whilst having their privacy. Regular customers are given preference for the cabin and also these bars offer a variety of offers when a local teams match is being telecast. This encourages more customers to come in to watch the local teams matches. These bars try to focus more on the experience and not merely on telecasting the matches. As not all customers who come into these bars are sports oriented, they give equal importance to the level of service and offering they have apart from the viewing experience itself. The key elements of a sports bar Sports based themes—the sports bar should focus on themes that have mass appeal in India. So the focus should be primarily on cricket and other popular sports like football and F1. Distinctive design features and decor— Every bar should have its own characteristic and the main attraction is the visual appeal of the design and layout of these bars. The large collection of sports memorabilia that is displayed at the bars is a big attraction and adds great value to the place. The more authentic the memorabilia the better. Even Hard Rock Cafe does the same with musicians memorabilia displayed all around the place. The location of the sports itself is very important. The bar should be located at a high profile location. The bar should be located at a location which is close to both high profile residential area and also offices. It is also important to take into account the traffic conditions in this area and the income levels of residential areas near to the intended location of the bar. Getting in celebrities and sportsmen into the bars is an important promotional activity. A sports bar get into a tie-up with celebs and athletes as these events would give them enough media coverage during their appearances at these bars. The waiters and bartenders uniform is also designed to fit the mood and decor of these bars. They all wear uniform which look like sports jerseys with the company logo their number and name written at the back ala sportsmen. Some of these bars sell merchandize of the sporting clubs they are involved with. Some stores which have garnered a fan following of sorts can also sell their own bars merchandize to their loyal customers. Apart from providing liquor and telecasting live matches on high resolution televisions and screens, a sports bar also has to focus on providing a wide variety of cuisines The pricing should be reasonable and affordable and each bar should have its own signature dish In order to improve the experience of the customers all sports bars should maintain a high ratio of personnel to customers. This would mean that the customers are tended to quickly. Also the training given to the service personnel and the bartenders should be of the highest order to keep up the high class image of these bars. Having private cabins in your offering is beneficial. Though a large number of people come to sports bars to get immersed in the match along with a large crowd and get a live match feeling, a certain group of customers still would like to have their privacy. This where the private cabins come in handy. Changing Indian Consumption Habits Among Indians eating out is a popular activity. Every year Indians spend over INR 350 billion on eating out in restaurants, fast food joints, bars etc. Eating out is a very popular activity while attending other functions. It is estimated that Indians spend INR 350 billion eating out annually. Of this organized establishments account for only INR 20 billion. International fast food chains such as Subway, McDonalds and Pizza Hut are found in shopping malls and near cinema theatres. The well-off† in urban areas are increasingly eating out in coffee shops, malls or retail stores. Lounge bars are the latest trend in urban areas and are frequented by young professionals, successful executives and single women in their late 20s. This trend began in Mumbai, Bangalore, Delhi and Kolkata and will no doubt spread to other urban areas. Among the affluent, clubs are becoming popular. In addition to many recreational Facilities they are upgrading their food facilities and can compete with s ome of the finest restaurants or hotels of India. The new in thing are the sports bars which are mushrooming in different corners of the country. People who are interested in sports or like to be associated with sports go to these places. These bars are frequented by students, young professionals and executives most often. Table 1 Number of On-trade Establishments by Type 2004-2008 2004 2005 2006 2007 2008 Bars/pubs 22,411 23,942 25,100 26,211 27,154 Source: Trade interviews, Euromonitor International estimates MARKET INDICATORS Table 13 RetailConsumerExpenditure on Alcoholic Drinks 2004-2009 Rs bn 2004 2005 2006 2007 2008 2009 Total 125.4 137.5 149.7 167.9 185.8 183.7 Source: Euromonitor InternationalNote: 2009 data is forecast Sports Bars Target Segment: The customers who visit sports bars are segments into five different groups, Students Young Professionals Successful executives Sports Enthusiast/Fan Families Young Adults Men and women between the age of 21-25 who are either studying or unemployed fall under this segment. This segment of customers come to a sports bar just to hang out with their friends, enjoy the ambience and enjoy the food and liquor services provided by the bar. This customer comes into sports bars with a group of friends both male and female, and all within the same age group. These people get pocket money from their parents and hence are not spendthrifts. However, portions of this group come from very affluent families, and have no limit on their expenditure. This target segments are very trendy and are very seldom loyal. They are attracted to special offers and discounts and look for these offers availability before going to a place. Offers like happy hours of buy one get one free attract this segment of people. They are generally seen before the peak hours as discounted prices are available at this time. Working Professionals These people are in the age group of 24-30. They have a decent amount of disposable income and like to indulge in activities which help them distress after work. They often come in after work to unwind. They come in either with their colleagues or other friends. These groups can have people from different age groups. They come in to watch the matches as well as to just sit and chat with their friends or colleagues. Successful Executives The people in this segment generally fall under the age group of 30-45. They have already arrived in life and belong to a high income segment. These people often come in just for a drink to catch-up with their friends over a few drinks or with their colleagues to discuss business offline. These people often consume foreign liquor and generally have time to watch only important matches. Sports Enthusiasts This target group accounts for a third of the revenue generated by the sports bars. They are big sports fans and follow their favourite sports passionately. They belong to different age groups and can be students, young professionals or successful executives. This group of sports enthusiast t Analysis of Sports Bar Businesses in India for Opportunities Analysis of Sports Bar Businesses in India for Opportunities Sports Bar Business in India from a Cultural and Branding Perspective INTRODUCTION Post liberalization the Indian economy has grown exponentially. The fall out of this is the increase in disposable income of the consumers, emergence of credit card culture and the decreasing size of households. The change in the economic status is the catalyst to the change in the social and cultural trends that have caused the change in the way a consumer views everyday food and beverages. The consumer today has very different preferences. Consumers today are more aware about different things in the world due to extensive travel and foreign media. These are some of the social and economic reasons behind the consumer moving towards fine dining, imported spirits and wine as opposed to conventional beverages. Due to this paradigm shift coffee shops, restaurants, fast food joints and bars have become successful. India is relatively new to the concept of a bar. In India bars are located mostly in the metros like Delhi, Mumbai, Bangalore, Hyderabad etc. Sports bars in particular are very new to our country and are growing at a very rapid rate. The advent of IPL and the increase in craze for club football and F1 has only boosted its prospects. LITERATURE REVIEW The Indian economy is booming and the living standards and the lifestyles in the urban areas are fast changing. Entertainment as an industry is growing exponentially over the past decade. From the turn of the 21st century more and more avenues of entertainment have opened up in our country. Eating out as a form of entertainment has been catching up over the last decade. More and more families are going out for dinner or lunch on a regular basis and this is a form of entertainment for them. Changing Indian Economy Consumer Preferences: As of 2007 the median age of India is 24. Due to the abundant job opportunities and the surge in the economy the amount spent by a consumer on alcohol has increased significantly. The number of women working has increased by a large percentage and due to this the double income households have more disposable income. They can afford give their children more pocket money and they are spending a far greater amount socializing in restaurants and bars. The expenditure of consumers on alcohol drinks has increased by 650% from 1995-2007. (Consumer Lifestyles india, 2008) The rise in income is leading to overall growth in consumption by an average Indian. Eating out on a regular basis has now come to become a cool habit. Eating outside is becoming more and more popular. According to a research conducted by Federation Of Hotel and restaurant Association of India (www.fhari.com 2005) there are 10 million households in India with an average income of Rs 46,000/month and 2 million households with average income of 115,000/month. Due to the change in their economic strata, eating out has become a trend within these elite groups. There are 100 million 17-21 year old in India, and six out of 10 households have a child that was born in the post liberalization and has been brought up with no guilt of consumption. It is estimated that as of 2005 there are 5,00,000 restaurants in the organised sector and this will only increase in the future. According to a survey conducted by The Economic Times, 1.7 percent of Indians dine out more than once a week, 2.5 percent do so once a week and around 2.1 percent dine outside once a fortnight. About 5.5 percent eat out of home once a month on an average and 5.4 percent eat out once every 2-3 months. Around 8 percent say eating out is relegated only to festivals. For 69.6 percent eating out is a rather rare occasion. (Ref: The Economic Times, 21 May,2005). The consumers in the urban areas are more aware of the international brands due to their exposure from offshore travel and media and do not hesitate to pay for premium goods. According to National Council for Applied Economic Research (NCAER) there are five classes of consumer households and the greatest growth is in the upper strata. Upper strata are defined as households with income in excess of Rs 215,000. More than 80% of the top earning households in India are located in the top seven cities of our country. Due to this most of the disposable income in the country is located in these areas. This is the reason behind the growth rate of restaurants, coffee shops, fast food joints and bars in these cities. Another major factor influencing the growth in the food and beverage industry in India is the fact that more than 70% of the countrys population is under the age of 40. This explains the rise of expenditure on leisure products and entertainment. (Sarin, 2005) Indian Theme Restaurants: However, eating out as a concept is also fast changing. People want to break away from the monotony of eating in the same food joints and are looking for more experiential and new avenues to hang out and spend time with their family and friends. Themed restaurants and bars are the flavour of the season. More and more themed bars and restaurants are mushrooming in various metros like across India. A number of theme restaurants have been successful in India. Some of the successful and well know theme restaurants are Mercurries in Delhi Theme, Solar system Orient Express at the Taj Palace New Delhi Theme, Railway carriage of yore Village in Mumbai Theme, Indian village Gufaa Ohris in Hyderabad Theme, Dungeon etc. Serengeti Ohris in Hyderabad Theme, Jungle (Roy, 2008) Each of these theme based restaurants has been successful as the people are looking for a lot more than just eating at the food joints. The time they spend at the restaurant is made more enjoyable interactive and memorable because of the different concepts of these restaurants. This theme based format has been inspired from the success stories of the west. Indian Theme Bars/Sports Bars: Another popular retail format which is just picking up in the Indian market is the bars. Bars in India have mostly mushroomed around metros and other urban areas. There are very few bars in other parts of the country. Traditionally consumers bought the liquor at wine shops and consumed them at home. However, now with the advent of Restaurant/Bars, Bars and clubs, the consumption habits are changing. Bars in India are of various types. Some are social bars where people get together to socialise drink, eat and have fun. Some of these bars are theme based like the Hard Rock Cafe and TGIF. Then there are the shady bars where only men go. Bars with a big enough dance floor are termed as nightclubs. Sports bars are another kind of bars which have just made their way into the Indian market. Sports bars are bars where sports fans find an authentic sporting ambience with large LCD screens for watching live feeds of important international matches, pool tables, basketball courts and video games. Today there are close to 30 sports bars in India across various metros. The biggest player in the Indian market currently is Future Groups subsidiary Galaxy Entertainment Corporation Ltd. It has two brands under it, â€Å"The Sports Bar† and â€Å"Sports Express.† Sports Express offers a wide variety of entertainment activities ranging from Television Programmes, Cricket, Soccer, Pool, Basket-Ball area, Darts and certain places also have a Cricket Pitch. They also serve various Indian and imported brands of liquor along with pan Indian cuisine. It has seven outlets in various cities and another four outlets in the pipeline. â€Å"The Sports Bar† another brand of Galaxy Entertainment Corporation Ltd is located in Mumbai. It is a complete sports bar complimented with an unrivalled ambience. It has a giant screen, multiple LCD TVs, basketball court, pool tables, punching bags and dart boards. It is a favourite destination for many professionals who just wish to unwind after a hard days work. Xtreme Sports Bar is another chain of sports bars; it has seven outlets across Hyderabad, Bangalore and Gurgaon. They also have similar offerings as the other sports bars. However, they are looking to expand further and are looking for suitable people to take up the franchise. Other popular sports bars in India are, Champions, Delhi Starstruck, Kolkata Super stars, Kolkata (Roy, 2008) Other theme bars in India are, Hard Rock Cafe one of the biggest retail brands in the world has opened its shops in various locations like Delhi, Hyderabad, Mumbai, Bangalore etc. TGIF (Thank God Its Friday) is another example of an international retail format opening up in India and doing well. 21 Fahrenheit Condom bar Chandigarh There are a number of factors due to which these theme based bars and restaurants are successful. One important factor which is attractive to people to come to these places is the authenticity they have in decor and food. All these theme based food retail outlets are true to their name and provide a unique experience in line with their theme. The moment you step into these places you are transformed to a fantasy world and the food they serve is very authentic and apt to their name. Even in the case of sports the whole ambience created in the place is so electrifying during any international sporting event. The decor and the buzz in a sports bar are beyond words. With the flags hung in every corner of the place and the giant screen to watch the watch on with a drink in your hand is an experience a lot of the consumers have come to love. Some have argued that the concept of having theme bars and restaurants are just a fad, but it has been proved otherwise. Knowledge Gap Most of the academic articles that I came across were written in the global perspective. There is little literature or data available about bars in the Indian context. In particular when it comes to Sports Bars in India the only information available is about some of the sports bars in India in brief and about the themed restaurants in India. There is no clear information available about the consumer profile of the people who frequent the Sports Bars in India. Also, there is no information available about the consumption pattern of Sports Bar as entertainment/leisure in the Indian context. The articles I have found have no information what so ever on the branding opportunities Sports Bars have. The Socio-Cultural changes that have impacted the average consumers outlook towards a bar are also an important factor that is missing in the literature available. The reasons behind the bar being perceived as a socially acceptable and sophisticated socializing place today is also not covered in the information Available. Problem Definition Research problem To study the sports bar business in India and identify the opportunities these bars have as a business in India. Also to understand the changing customer behaviour towards sports bars. Research Objectives To study the evolution of sports bars in India and understand their system of operation To study the growth of sports bars in India and also understand the consumer behaviour related to sports bars RESEARCH DESIGN Exploratory research in 3 areas: Study the evolution of the sports bars in India Attitude of consumers towards sports bars Patterns and reason for visiting sports bars RESEARCH METHODOLOGY Data Collection Method: PHASE I: Secondary Research Studying the different retail formats of bars in India and their evolution by gathering information from different articles and journals published both globally and locally. PHASE II: Primary Research Primary research involved mostly qualitative research. 1. 5-6 In-depth interviews with industry stake holders like bar owners and bar managers; Ravi K Malpuri owner Hall Of Fame Sports Bar, jubilee hills, Hyderabad Eddie Richards manager Hall of Fame Sports Bar, jubilee hills, Hyderabad Arjun Yelluri owner of Xtreme Sports Bar, Banjara Hills, Hyderabad Santosh Nath bar manager, Xtreme Sports Bar, Banjara Hills, Hyderabad Pramod Reddy owner Live Sports Bar, Nubilee Hills, Hyderabad 2. In-depth interviews with consumers (10-15) 3 Male (21-30 age group), 3 Male (31-45 age group) 3 Female (21-30 age group), 3 Female (31-45 age group) The findings of these interviews will be used to generate a questionnaire. The purpose of the questionnaire is to validate the findings from the In-Depth interviews. 3. Type of research: Qualitative/Quantitative Number of respondents 150 Age group 21-45 Questionnaire administered to consumers and non consumers of bars/sports bars. The In-depth interviews with the industry stake holders will give me a better idea about the target audience and their profiles. The questionnaire was designed from the inputs gathered after the In-depth interviews with industry stake holders and consumers. The questionnaire was administered online due to the absence of bars in the state of Gujarat. The questionnaire is attached in the appendix. The information and data collected through the In-depth Interviews and Questionnaire would be analyzed to come up with research findings for the Sports Bar Industry. Sampling Universe: Anybody living in cities like Mumbai, Hyderabad, within the age group of 21-45. The person could either have visited or not visited sports bars. Sampling Technique: Random Sampling SCOPE: Hyderabad, Mumbai, Bangalore Evolution of Sports Bars Introduction Bars have been around in India for decades. Mostly they were dance bars and some bar upscale bars in the metros. Since the beginning of the 21st century more and more upscale bars and theme bars have been proliferating in India starting with the major metros like Delhi and Mumbai to now cities like Hyderabad, Bangalore, Pune, Gurgaon etc. As the income levels of an average Indian in the cities is increasing, they are looking for different avenues to spend their leisure time and hang out with friends and colleagues. Western Influence The Indian businessmen have always looked to the west for success stories to start their endeavours in India. The bars/restaurants is an example of that. Serving alcohol in a restaurant was a thing of the star hotels only initially. Today hundreds of restaurants have a bar and serve a variety of foreign/Indian liquor and a wide range of cocktails and mocktails. Then came the concept of having gaming areas like pool and bowling. This business model did not take off in India as the Indian government did not give permission to this kind of gaming zones to serve liquor and they retired to becoming just gaming zones and entertained youth and families. After this during the late 90s and early 2000s theme restaurants started opening in India. These restaurants charged a premium for the experience they provide to their customers. The decoration in these restaurants was exquisite. Places like the Oriental Express and The Village restaurant are examples of this. Evolving Indian Market Consumer The Indian customer is ever evolving and adapts to the western trends very easily. The cumulative impact of increasing disposable income, foreign exposure and western media has changed the requirements and consumption habits of young Indians. Hanging out in bars has become a casual thing and a way to unwind for us. Thanks to these upscale bars and clubs, it is not a taboo anymore to go and have a drink in a bar in India. As the consumption of bars has increased also came in a number of clubs starting in major cities like Mumbai Delhi and Bangalore. Initially only hotels had in-house clubs, but over the years a lot of independent clubs have emerged. Sports Bars are popular hang outs in Europe and America. The first ever sports bar was opened way back in 1894. â€Å"Nuf Ced† McGreevy opened his â€Å"3rd Base Saloon† in Boston. The number of local tournaments that happen in these countries is much larger. Due to this a large number of local fans flock to these sports bar to form a community of sorts to support their teams. Apart from these general sports bars there are a large number of bars which promote and support a particular sports club. Most of these bars are in collaboration with the sporting club itself. The telecast all live matches of the club, sell merchandize and have fan interactions at a regular basis at these bars. There was little or no real differentiating factor between bars in India. The need to differentiate gave way to different theme bars and restaurants across India. The first sports bar in India was opened in Goa. It was the perfect place to open the first sports bar as it has a rich culture of football and has a number of spectacular local football clubs like Salgaocar, Dempo, Churchill Brothers, Vasco Sports Club. The fans here have been known to travel to different venues to support their teams. Today there are a number of clubs and bars in all major cities in India. Due to this there is not much differentiation between these places. Sports Bars have always been very popular in the western countries where it has become a culture of a sort where friends go to a particular sports bar to watch every local teams match. This popular successful and well tested format of bar was introduced in India only a few years back. Today there are more than 40 sports bars in India. Impact OF IPL The recent surge in the number of sports bars in India can be attributed to the success of IPL (Indian Premier League). Cricket has always been like a religion in India. The only problem was it was not short like a football match. Now with the advent of 20-20 cricket it has become easier for the audience to consume this sport. Due to the fast nature of this format of cricket IPL has become a huge success and this has helped sports bars in India flourish in leaps and bounds. As most of the major cities have their own IPL teams it has increased the local audiences involvement in the sport. This has been the major factor which has influenced the proliferation of sports bars in the recent years across cities in India. Sports bars are filled to capacity on a match day. The most popular sports in Indian sports bars apart from cricket are football and F1. Some sports bars have tie-ups with local sporting teams and sell their merchandize and promote those teams. Branding Opportunity For example, Xtreme sports bar in Hyderabad has a tie-up with Deccan Chargers which is the cities cricket team in the IPL. They have different offers and promotional events during the IPL season and in particular during a Deccan Chargers match. Deccan chargers in turn use this bar as a platform to promote and interact with the local fans. The team players make appearances during the IPL season and interact with the fans, also, they have other promotional activities like having the official team cheerleaders come and perform at the bar. Recently Manchester United Food Beverage (Asia) Pte Ltd and Billionaire Sports Pvt Ltd in collaboration have announced that they will open the first ever offshore club sports bar in India in the city of Delhi. The first ever Manchester United Restaurant and Bar will set the precedence for other clubs to setup their sports in the country where the love and fan following for English Football is rapidly increasing. Local clubs like the Deccan Chargers, Delhi Daredevils and Rajasthan Royals have announced their intentions to launch their own sports bar to promote their clubs and entertain their loyal fan base. This would give them an avenue to brand their sporting clubs and also sell their wide variety of merchandize. Xtreme Sports Bar, Banjara Hills, Hyderabad Manufacturers of sports equipment could use sports bars as a platform to indulge the customers through subliminal branding. The branding at the bars can be done very subtly. As there is already a lot of player merchandize available, sports manufacturers like Nike can promote their brands by hanging only Nike sponsored player jerseys and memorabilia. Apart from this the manufacturers merchandize can be sold at these bars. For ex: Puma the official sponsor of Deccan Chargers can choose to sell their merchandize in these bars where the involvement of the customer is very high as most of the customers are sports fans. Xtreme Sports Bar, Jubilee Hills, Hyderabad SuryaRay Elixirs Pvt. Ltd.the parent company Xtreme Sports Bar has the largest chain of sports bars in India. The annual revenue of this chain is already in excess of Rs. 25cr within just 2 years of launching. They have 7 outlets across India in cities like Hyderabad, Bangalore and Gurgaon. They plan to expand further in the next couple of years and target revenue of Rs. 160 in a couple of years. Apart from the large number of high definition TVs and a few large projection screens Xtreme Sports bar also offers Foos Ball, Golf Simulators, Dart Board Games, Console Gaming, Lan Gaming and Pool tables for the entertainment of their customers during non match days. Live Sports Bar, Jubilee Hills, Hyderabad Hall of Fame is the new sports bar that has opened in Hyderabad located in Jubilee hills. This bar boasts of eighteen 42 inch televisions and two large projection screens to provide the ultimate match viewing experience to their customers. Licence of sports like NBA etc have been taken by the bar to telecast uninterrupted matches over broadband. The menu itself consists of 12 different types of chicken wings which are the most popular among the match watching crowd apart from other continental dishes. The raw materials for the food are directly imported from the US in order to provide the highest quality of food to their customers. They call themselves a sports grill and not just a sports bar as they give a lot of importance to their expertise in the food services they provide. Hall of Fame plans to expand its branches into cities like Mumbai and Bangalore later this year. Focus On High-End Decor Quality Of Service: In order to compete in the clustered bars and restaurants segment sports bars have carved a niche for themselves. The food service industry is very competitive and in order to compete in them sports bars are redefining this segment and investing a lot in high end decorations and facilities. These bars have a large number of high resolution plasma TVs, and large projection screens and comfortable seating arrangements equipped with class bean bags, sofas and comfortable booths as opposed to the normal seating arrangements available in other bars and restaurants. To keep up the upscale image most of these bars serve a variety of cuisines and employ well trained chefs. The menus are exquisite and offer a large variety. Both Indian and foreign liquors are served in these bars ranging from beer, wine, whisky, scotch, cocktails, mocktails and other in-house specialities. The menu is quite often named after the local club players and sports stars to increase the involvement of the customers. To add to the ambience and the experience player jerseys and flags of different players and sports teams are displayed in the bar. Autographed photos of players, jerseys and other sports memorabilia are hung on the walls. These bars partner with sports teams and liquor companies. As most people come here to watch live matches and have a drink while doing so, the menu focus is mostly on starters and appetizers as people would like to have something to munch on while drinking and watching the matches. One of the unique attractions of these bars is the private cabins they offer. A customer can call and book the private cabins which have a seating capacity of 8-12 people and are equipped with comfortable sofas and bean bags along with a plasma TV. Customers can enjoy the match, sports bar ambience whilst having their privacy. Regular customers are given preference for the cabin and also these bars offer a variety of offers when a local teams match is being telecast. This encourages more customers to come in to watch the local teams matches. These bars try to focus more on the experience and not merely on telecasting the matches. As not all customers who come into these bars are sports oriented, they give equal importance to the level of service and offering they have apart from the viewing experience itself. The key elements of a sports bar Sports based themes—the sports bar should focus on themes that have mass appeal in India. So the focus should be primarily on cricket and other popular sports like football and F1. Distinctive design features and decor— Every bar should have its own characteristic and the main attraction is the visual appeal of the design and layout of these bars. The large collection of sports memorabilia that is displayed at the bars is a big attraction and adds great value to the place. The more authentic the memorabilia the better. Even Hard Rock Cafe does the same with musicians memorabilia displayed all around the place. The location of the sports itself is very important. The bar should be located at a high profile location. The bar should be located at a location which is close to both high profile residential area and also offices. It is also important to take into account the traffic conditions in this area and the income levels of residential areas near to the intended location of the bar. Getting in celebrities and sportsmen into the bars is an important promotional activity. A sports bar get into a tie-up with celebs and athletes as these events would give them enough media coverage during their appearances at these bars. The waiters and bartenders uniform is also designed to fit the mood and decor of these bars. They all wear uniform which look like sports jerseys with the company logo their number and name written at the back ala sportsmen. Some of these bars sell merchandize of the sporting clubs they are involved with. Some stores which have garnered a fan following of sorts can also sell their own bars merchandize to their loyal customers. Apart from providing liquor and telecasting live matches on high resolution televisions and screens, a sports bar also has to focus on providing a wide variety of cuisines The pricing should be reasonable and affordable and each bar should have its own signature dish In order to improve the experience of the customers all sports bars should maintain a high ratio of personnel to customers. This would mean that the customers are tended to quickly. Also the training given to the service personnel and the bartenders should be of the highest order to keep up the high class image of these bars. Having private cabins in your offering is beneficial. Though a large number of people come to sports bars to get immersed in the match along with a large crowd and get a live match feeling, a certain group of customers still would like to have their privacy. This where the private cabins come in handy. Changing Indian Consumption Habits Among Indians eating out is a popular activity. Every year Indians spend over INR 350 billion on eating out in restaurants, fast food joints, bars etc. Eating out is a very popular activity while attending other functions. It is estimated that Indians spend INR 350 billion eating out annually. Of this organized establishments account for only INR 20 billion. International fast food chains such as Subway, McDonalds and Pizza Hut are found in shopping malls and near cinema theatres. The well-off† in urban areas are increasingly eating out in coffee shops, malls or retail stores. Lounge bars are the latest trend in urban areas and are frequented by young professionals, successful executives and single women in their late 20s. This trend began in Mumbai, Bangalore, Delhi and Kolkata and will no doubt spread to other urban areas. Among the affluent, clubs are becoming popular. In addition to many recreational Facilities they are upgrading their food facilities and can compete with s ome of the finest restaurants or hotels of India. The new in thing are the sports bars which are mushrooming in different corners of the country. People who are interested in sports or like to be associated with sports go to these places. These bars are frequented by students, young professionals and executives most often. Table 1 Number of On-trade Establishments by Type 2004-2008 2004 2005 2006 2007 2008 Bars/pubs 22,411 23,942 25,100 26,211 27,154 Source: Trade interviews, Euromonitor International estimates MARKET INDICATORS Table 13 RetailConsumerExpenditure on Alcoholic Drinks 2004-2009 Rs bn 2004 2005 2006 2007 2008 2009 Total 125.4 137.5 149.7 167.9 185.8 183.7 Source: Euromonitor InternationalNote: 2009 data is forecast Sports Bars Target Segment: The customers who visit sports bars are segments into five different groups, Students Young Professionals Successful executives Sports Enthusiast/Fan Families Young Adults Men and women between the age of 21-25 who are either studying or unemployed fall under this segment. This segment of customers come to a sports bar just to hang out with their friends, enjoy the ambience and enjoy the food and liquor services provided by the bar. This customer comes into sports bars with a group of friends both male and female, and all within the same age group. These people get pocket money from their parents and hence are not spendthrifts. However, portions of this group come from very affluent families, and have no limit on their expenditure. This target segments are very trendy and are very seldom loyal. They are attracted to special offers and discounts and look for these offers availability before going to a place. Offers like happy hours of buy one get one free attract this segment of people. They are generally seen before the peak hours as discounted prices are available at this time. Working Professionals These people are in the age group of 24-30. They have a decent amount of disposable income and like to indulge in activities which help them distress after work. They often come in after work to unwind. They come in either with their colleagues or other friends. These groups can have people from different age groups. They come in to watch the matches as well as to just sit and chat with their friends or colleagues. Successful Executives The people in this segment generally fall under the age group of 30-45. They have already arrived in life and belong to a high income segment. These people often come in just for a drink to catch-up with their friends over a few drinks or with their colleagues to discuss business offline. These people often consume foreign liquor and generally have time to watch only important matches. Sports Enthusiasts This target group accounts for a third of the revenue generated by the sports bars. They are big sports fans and follow their favourite sports passionately. They belong to different age groups and can be students, young professionals or successful executives. This group of sports enthusiast t