Representation of Obesity in the Media Research Paper

Portrayal of Obesity in the Media - Research Paper Example It is important to state that the media concentrates on the issue of stoutness in those nations where it is an intense social issue, as well. Above all else, this involves conversation in the media of the US. As indicated by insights of 2014, around 66% of grown-ups in the US are overweight or large, which makes heftiness paces of this nation among the most elevated on the planet. The circumstance in Australia and New Zealand is very comparative. It is frequently contrasted with the wellbeing emergency in the US. Therefore, stoutness got one of the most successive medical problems talked about in the media, at any rate in these nations. Indeed, even in spite of so high weight rates in the US, individuals in this nation are amazingly biased against the individuals who are overweight or corpulent. This is clear that the media is expected in no little part to this reality. All the time, the picture of individuals who are hefty is very negative in the media. Well known network shows, for example, depict them either as comedic, forlorn characters, or monstrosities (Whyte, 2010). The Drew Carey Show, a mainstream American sitcom, may delineate this. Its primary character, Drew Carey, frequently communicates dissatisfaction about his own weight. One of his collaborators, Mimi, is depicted as a huge ugly lady. Stout individuals are likewise appeared as off-kilter, sloppy, unpleasant, and even idiotic. In media, it is scarcely ever conceivable to run over an effective legal counselor, specialist, or businessperson who is overweight or hefty. Simultaneously, be that as it may, the circumstance is definitely extraordinary, all things considered. Actually, individuals whose weight is typical are a minority today.â â

Conditions for the Haber Process

Conditions for the Haber Process In this article I will discover what are the best conditions for the creation of the most extreme yield in the Haber procedure, by running reenactments of the Haber procedure at various conditions to decide the best conditions. From the Experiment I found that the most minimal temperature conceivable and the most elevated weight conceivable would give the best conditions to work the Haber procedure at for the greatest yield conceivable. Presentation The Haber procedure is a significant Process utilized in concoction Industry to produce Ammonia from Nitrogen and Hydrogen that begin noticeable all around. The motivation behind why its significant is it turns an idle gas Nitrogen (N2) and an extremely unpredictable and receptive gas Hydrogen (H2) into smelling salts which is a steady compound yet responsive enough to be utilized in various perspectives. For what reason was the Haber procedure found? During the First World War Britain Cut off Germany Supply course to Chiles salt diminish common stores. Since the Allies (Russian Empire, United Kingdom, France, Canada, Australia, Italy, the Empire of Japan, Portugal and the United States) has dealt with the regular stores of saltpeter from characteristic stores found in Chile, along these lines slicing off Germanys access to materials that the expected to deliver essential things, for example, food, weapons, bombs other war materials.  Germany needs to discover approaches to deliver its own henceforth the Haber procedure which was found in 1909 by a German scientist named Fritz Haber to create alkali was set into mechanical scale in 1913; the delivered smelling salts was later prepared into a Synthetic Form of Chile saltpeter Presentation The Haber procedure is the procedure that utilizations removed nitrogen from the climate and responds the nitrogen (N2) gas would respond with 3 moles of hydrogen (H2) gas by utilizing a medium temperature around 473K-673K (200-400 °C) High barometrical weights, for example, 250 airs (25331250 Pascal) and an impetus to make smelling salts (NH3). Because of progressions made to innovation we can do response at amazingly high temperatures, for example, 2300K (2026 °C) and we realize that a response happens quicker when directed at the most elevated temperature conceivable however the Haber processs achievement isn't determined on the speed of the response yet on the yield of the alkali that is delivered during the response. Albeit expanding the mild would irritable increment the pace of response in an ordinary forward response the issue with utilizing this technique on the Haber procedure is it is anything but a typical forward response kind of response yet is a balance sort of res ponse. The Chateliers Principle states expanding the temperature will cause the balance position to move to one side of the response bringing about a lower yield of smelling salts in light of the fact that the forward response is exothermic. N2(g) nitrogen + 3H2(g) hydrogen Extremely High warmth, Low weight, impetus 2NH3(g) alkali Decreasing the temperature will make the harmony framework change the purpose of balance to limit the impact of the change, and subsequently it will create more warmth because of an expansion the exothermic response consequently causing the needed increment in the yield of smelling salts. N2(g) nitrogen + 3H2(g) hydrogen Low warmth, High weight, impetus 2NH3(g) alkali Be that as it may, the pace of the response at very lower temperatures is outstandingly moderate, thus a higher temperature ought to be utilized to speed up the response which brings about a lower yield of smelling salts yet a temperature sufficiently low to make a larger number of alkali than use in the opposite response consequently we have the last condition is a which a better than average alkali creation. N2(g) nitrogen + 3H2(g) hydrogen High Temperature, Low weight, impetus http://www.avogadro.co.uk/chemeqm/eqm_sign.gifâ 2NH3(g) smelling salts Expanding the weight state of the haber chamber causes the harmony position to move to the privilege bringing about an expanded yield of alkali since smelling salts has more gas particles (more moles) on the left hand side or the forward response of the condition (4 in complete 3 Hydrogen and 1 Nitrogen) than there are on the correct hand side or in reverse response of the condition (2 altogether 2NH3). N2(g) nitrogen + 3H2(g) hydrogen High Temperature, Low weight, impetus 2NH3(g) alkali Expanding the weight implies the framework should acclimate to diminish the impact of the change, which is decreasing the weight developed by lessening the measure of moles that can be situated in the harmony response. Uses as smelling salts One of nitrogens upper most significant uses is in making alkali (NH3), which is a lackluster gas with a solid scent, like the smell of pee since pee contain some most unquestionably contains smelling salts. The creation of smelling salts changes the non oxidation properties of nitrogen as the Oxidation response. Pharmaceuticals Utilized in the assembling of medications, for example, sulphonamide which restrain the development and duplication of microbes purchase the evacuation of swapping the aminobenzoic corrosive for the combination of folic acids and minerals just as nutrients and thiamine. Compost A significant utilization of smelling salts is really taking shape of composts. Alkali can be utilized straightforwardly as compost by adding it to water system water since plants need a decent flexibly of nitrogen so as to develop and which smelling salts can give. It is likewise used to deliver the urea (NH2CONH2), which is additionally utilized as a compost. Another significant utilization of smelling salts is to make nitric corrosive (HNO3), which is then additionally used to make compost. The Haber Process didnt forlorn furnish the Germans with Saltpeter however reformed the agribusiness business with an expanded yield in crop creation empowering them to proceed. Cleaning Products Numerous individuals use family alkali as a disinfectant. Nitric corrosive made structure alkali is utilized in explosives. Alkali is likewise utilized in the plastic business and as a feed supplement for domesticated animals. The dipole snapshot of this compound and this is steady with its geometry, a triangular pyramid because of its electronic course of action complying with the octet rule, Four sets of electrons three holding sets and one solitary pair repulse each other giving the atom the triangular pyramid state of bond edges of 107 degrees is near the tetrahedral edge of 109.5 degrees. The electronic course of action of the valence electrons in nitrogen is portrayed as sp3 hybridization of nuclear orbitals. The NH3 particles and their capacity to make hyrodgen bonds clarifies thir extremity and high solvency of smelling salts in water. A substance response happens when smelling salts dissolues in water as it goes about as a base securing a hydrogen particle from H2O to ammonium and hydroxides particles NH3(aq) + H2O(l) http://www.avogadro.co.uk/chemeqm/eqm_sign.gif NH4+(aq) + OH-(aq) The creation of hydroxide particles when smelling salts breaks down in water gives the arrangement of alkali its antacid attributes (fundamental properties), The twofold bolt in the condition expresses that a balance has been reached between the broken up alkali gas and ammonium particles The ammonium particle goes about as a frail corrosive fluid arrangement since it separates to shape Hydrogen particle and smelling salts. (Shakhashiri, 2008) This is the reason disintegrated smelling salts is utilized in cleaning items since its ready to respond with both and corrosive stain and basic stain meaning its an inside and out cleaning items despite the fact that the corrosive is frail its sufficiently able to manage household stains. Explosives Sodium Nitrate is a Chemical compound with the synthetic compound of NaNo3 has been alluded to as Chile saltpeter previously. What's more, is created by a response of a metal and a corrosive to deliver a salt and is profoundly dissolvable in water. (Statement) Sodium Nitrate can be utilized as a compost and as a material from the creation of dangerous black powder. Normally black powder is a quick consuming compound made of Carbon (C12) potassium nitrate, KNO3 and Sulfur and is utilized in weapons as a result of its ability to consume in a quickly delivering enough strain to impel a slug and not detonate. (Statement) Sodium nitrate has antimicrobial properties when utilized as a food additive. It very well may be utilized in the creation of nitric corrosive by joining it with sulfuric corrosive. It can utilized as a substitute oxidizer utilized in firecrackers as a trade for potassium nitrate regularly found in explosive. Since sodium nitrate can be utilized as a Phase Change Material it might be utilized for heat move in sun based force plants. Imporantance of Nitrogen Nitrogen gas (N2) is regularly utilized as a replacement for air which is a blend of 78% nitrogen 78%), Oxygen 20%, and 1% of different gases, for example, Water Vapor Argon and Carbon dioxide (0.03%). where oxidation is undesirable. One region for use is to keep up the newness to food items by bundling them in nitrogen gas to decrease the aging of food because of its properties for forestalling oxidization which can cause Rancid horrendous smell or taste of breaking down oils or fats (http://www.school-for-champions.com/science/nitrogen_uses.htm). Argon has been utilized as swap for air in lights to keep the warmed tungsten fiber from responding with the oxygen found in air since Argon is an inactive gas however is costly so smelling salts can be returned to Nitrogen gas by the procedure improvement to supplant Argon in lights and is less expensive dormant material than Argon. Nitrogen is additionally utilized as a controlled stockpiling and Transportation measure food bundles because of its abilities to be utilized as a respectable gas, to broaden the timeframe of realistic usability of products of the soil and is presently utilized during stockpiling to uproot a large portion of the oxygen in the holders http://www.igs-global.com/nitroswing/hdlg.htm, to hinder the reparation and weakening of food as demonstrated in natural chemistry as in high-impact breath 32 ATP atoms are made from one glucose particles and 2 ATP atoms are made from one glucose atom which is a reasonable sign that breath and disintegration of food happens at

COMMUNITY ASSESSMENT AND DIAGNOSIS Essay Example | Topics and Well Written Essays - 2500 words

Network ASSESSMENT AND DIAGNOSIS - Essay Example This definition respects wellbeing to be an all encompassing idea that coordinates physical, mental, social, and social angles. Essential human services (PHC) is the new worldview whereupon achievement of comprehensive wellbeing objectives has gotten conceivable. General medicinal services lays on fulfillment of good wellbeing through network strengthening, coordination, avoidance, and wellbeing training (Funnell, Koutoukidis, and Karen, 2008). Along these lines, Ottawa Charter for Health Promotion-1986 and Alma-Ata Declaration-1978, have become systems whereupon PHC assembles and works. Wellbeing evaluation and analysis is a piece of essential social insurance, and this is imperative explicitly in structuring, bundling, and actualizing medicinal services projects and approaches. In this manner, an intensive comprehension of wellbeing evaluation and determination is commonly significant as impressive establishment to accomplishment of good essential human services program or strategy . Network Health Assessment So as to have an intensive comprehension of the network, network appraisal has become one method of comprehension and conceptualizing network. Vollman, Anderson, and McFarlane (2007) depict network appraisal as a sorted out, precise, and coherent procedure that includes facilitated endeavors to comprehend a specific network. The job of network evaluation can't be disregarded by any expert, since network appraisal is related with want to recognize attractive and unfortunate factors that impact the wellbeing prosperity of individuals in the network. Simultaneously, Hancock and Minkler (1997) learn that network wellbeing evaluation assumes job in producing data for change and ensuing strengthening (refered to in Vollman, Anderson, and McFarlane, 2007). Network as-Partner Model The model depends on Neuman’s model of complete individual methodology, which distinguishes (Anderson and McFarlane, 2010). At first, the model was made as network as-customer model to outline the requireme nt for general wellbeing nursing however was later renamed network as-accomplice model to reflect parts of essential medicinal services (Anderson and McFarlane, 2010). The model coordinates and reflects parts of frameworks models whereby, various parts interrelate and work in solidarity yet the bigger (entire) framework is viewed as more prominent than the sub-sets frameworks. The model coordinates the four parts of nursing - individual, condition, wellbeing, and nursing. Network as-accomplice model expands on two main considerations imbued in the model: network as accomplice, and the usage of nursing procedure to work among network individuals (Anderson and McFarlane, 2010). Network evaluation wheel Source: Anderson and McFarlane, 2010 As the model can delineate, key ideas of the model incorporate network center, eight interfacing network subsystems, network stressors, and limits, which have been named as typical degree of barrier, adaptable line of protection, and lines of protect ions (Lundy and Janes, 2009). Center comprises network individuals with their qualities, convictions, and history, and thus, the center impacts and it is affected by the eight between related subsystems. The subsystems incorporate physical condition, instruction, security and transportation, legislative issues and administration, wellbeing and social administrations, correspondence, financial aspects, and amusement (Lundy and Janes, 2009). Aside from doing appraisal on these two viewpoints, network nurture is additionally required to lead evaluation of current stressors that to a great extent make the network experience pressure, ordinary degree of d

United States After Civil War - Free Essay Example

The 1960s are often looked at as a time of great change in American culture. Many issues were at play, Consumer advocacy, environmental reform, organic foods, the sexual revolution, personal growth groups, feminism, gay rights, the antiwar crusade, and dozens of other issues clamored urgently for attention (Cobbs, 378). While many persons were looking to make changes in their own lives, inspiration from leaders inspired many to work to improve the lives of large groups of people. President Kennedy called for Americans to help others. He said, Ask not what your country can do for you ask what you can do for your country (Cobbs, 378). Other leaders, including Martin Luther King, Jr., Robert Kennedy and Malcom X sought social changes so that the lives of many downtrodden people could be improved. Gay rights became a new hot topic. From out of the closet, their voices were being heard, We have pretended everything is OK, because we havent been able to see how to change it weve been afraid (Cobbs, 390). Now they were making headlines. The individual pursuit of fulfillment and happiness also occurred alongside social reform. Particularly in California, the Human Potential Movement asked Americans not what they could do for their country, but what they should do for themselves (Cobbs, 378). Both social responsibility and pursuit of individual happiness were occurring simultaneously in the 1960s. Demonstrations against racial bias, the Vietnam War, feminism, gay rights and other causes saw substantial support as thousands turned out in protest or support. When President Johnson entered his presidency, American presence in South Vietnam had been long established by administrations preceding his. He was faced with a choice of either finding a way out of the South Vietnam conflict or to escalate the U.S. presence there in the hopes of victory and independence for South Vietnam. Many believe that Johnson could have chosen either path, he had the opportunity to make a choice, it seems undeniable that Johnson, fated to be president when the key Vietnam decisions had to be made, could have chosen differently. He could have avoided this war (Cobbs, 403). In addition to stopping the domino effect of communism, some persons in the foreign service thought that the U.S. could improve Vietnam Or, as LBJ put it, I want to leave the footprints of America in Vietnam (Cobbs, 405). President Johnson had other reasons to escalate the conflict in Vietnam that may have been more compelling. Johnson worried about the harm that failure in Vietnam could do to his domestic agenda; even more, he feared the personal humiliation he imagined would inevitably accompany a defeat (and for him, a negotiated withdrawal constituted defeat) (Cobbs, 405). Advisers closest to him also had their own reasons to support the war, Top aides, meanwhile, feared for their reputations and careers should they abandon their previous support for a staunch commitment to South Vietnams survival (Cobbs, 405). Johnsons approach was to quietly intensify the war efforts without involving Congress or the American people. [Nevertheless, Johnson] opted, as George C. Herring has put it, to wage war in cold blood. There would be no national debate on Vietnam, no call- up of the reserves, no declared state of emergency. The United States would go to war on the sly (Cobbs, 404). And Johnson did escalate the war, sending more troops and equipment to the region with the loss of tens of thousands of American lives, unfortunately he was not deterred, it was a war that he had committed to and he felt that he would be viewed as a failing leader if he accepted any outcome other than victory. In the 1970s and into the 1980s, Americans went from trusting the government and embracing liberal reform to distrust of the government and a renewed interest in conservatism, the New Right. The liberalism that began with the New Deal ended following the Cold War. In modern America, liberalism was a consequence of the Cold War, a side effect of the national security state. The Cold War was now dead and buried, and Americans had reverted to their historic skepticism of big government. (Cobbs, 432). The tragedies of the Vietnam War and the lies by President Richard Nixon furthered their distrust of big government. Americans who discovered that their leaders had been tragically wrong about Vietnam began to wonder whether those same leaders could have been right about anything (Cobbs, 425). With distrust of the government by Americans also came a disliking of the government and the bigger the government, the worse it was. Spending on New Deal programs such as Social Security for dependen ts had increased government spending on welfare programs and had now become a target of the New Right. Nearly everyone Republicans and Democrats, liberals and conservatives shook their heads at the runaway deficits. Democrats blamed Republicans for bloating defense and coddling capital; Republicans blamed Democrats for winking at wasteful social programs (Cobbs, 430). Each side blamed the other for the deficit but the American instinct was that it was big government that was to blame and so the conservatives appeared to be in the right. Ironically, while speaking against big government, Reagan greatly increased the spending on the military. Between 1981 and 1985, American spending on defense leaped a third, from $179 billion in fiscal 1981 to $229 billion in 1985 (in constant 1982 dollars) (Cobbs, 430). At the same time, Reagan helped pass tax cuts, particularly for those in the highest tax brackets. This resulted in the need to borrow money to pay for government expenditures. Even while the Reaganites ridiculed Keynesianism as liberal looniness, they practiced the Keynesian formula of deficit spending (Cobbs, 430). In a relatively short time, liberal reform died when distrust of the government began following the end of the Cold War a New Right developed, bringing in a conservative movement to reduce the size of government and usher in President Ronald Reagan. Reagans massive build-up of the military and tax reforms led to an ever larger government budget with a resultant deficit spending. Americans however, continued to support the New Right as their ire against the government ruled above all else. When Ronald Reagan was elected president, conservatives rejoiced. The so-called Reagan Revolution heartened conservatives who had railed against big government for several generations (Cobbs, 408). While campaigning, Reagan complained repeatedly about the government being too large and wasteful. Yet there was a curious discontinuity in Reagans message. The country was as great as ever, he said, but its government was awful. Government is not the solution to our problem he stated in his first inaugural. Government is the problem (Cobbs, 427). Americans, with their distrust of the government, embraced his message. The conservatives were willing to accept Reagans massive spending on defense and the resulting deficits, in exchange for tax cuts and anti-government rhetoric. They preferred to blame the deficits on liberal reform expenditures, too many New Deal reforms, including Social Security and Aid to Families with Dependent Children (welfare) (Cobbs, 408). Republicans blamed Democrats for winking at wasteful social programs (Cobbs, 430). The conservatives had wanted a smaller government for a long time and were finally hearing their president repeatedly share their views. Many Americans, resentful of government actions, came to believe that the government was too large, too generous and taking too much of their money in taxes. President Reagans deficit spending could easily be blamed on his inherited big government and its welfare state but it was also his own doing, due to tax cuts and exorbitant military budgets.

Barriers . A Barrier That Has Sparked Concern In A Career

BARRIERS A barrier that has sparked concern in a Career and Technical education (CTE) program with students with disabilities is appropriate and reasonable accessibility from class to class. These physical barriers to academic services may include lack proper elevator or ramps within a multiple-storied structure as well as heavy doors and unreachable washroom essentials. Additionally, transportation to and from a CTE school may cause barriers. Students at the post-secondary level also experience difficulty in securing accessible students housing. Some schools are still inaccessible to students in wheelchairs or to those other mobility aides and need elevators, ramps, paved pathways and lifts to get in and around buildings. Accessibility†¦show more content†¦Your response should be a minimum of 150 words. At my school, a magnet school with three (s) area of concentration might provide a rigorous curriculum that may not allow for trial and error or have little time for experimentation with student learning. It may have limited room for the use of different teaching style and methods, which can be an immense barrier to inclusion. The requirement for entry into the magnet school is according to the district policy. Students must be considered that have a minimum of 2.0 GPA; however, students must then maintain the required GPA for the magnet school which is 2.5 upon acceptance. For a special need student who have met the minimum district GPA requirement and is accepted, sometimes struggle with the high demand and rigorous learning environment. The resources available for a special needs child are provided, especially if they have an Individualized Education Learning Plan (IEP). Students tend to get behind in assignments if they’re pulled out of class for a considerable amount of t ime with their assigned SPED (Special Education) teacher. The rigor for the coursework and within the three magnet programs, provide instruction, educational requirements and expectations that are extremely academically challenging, intellectually, and personally challenging. A special needs student may not be as successful because of the many learning needs required for them to succeed. This environment sometimes mayShow MoreRelatedWhy I Got Into The Field Of Public Administration Essay1195 Words   |  5 Pageshelp me with my career-development into full-time with the local government. Let me share my career goal with you, which is to be a City Manager at one day. Or even to be higher and daring than my current goal. I wanted to make a difference like every public servant wants. Despite of that comment I felt that I know what the hardship is like and I am ready to face more of it. 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Essay on Antigone vs. Creon - 1355 Words

In the Greek play Antigone writer Sophocles illustrates the clash between the story’s main character Antigone and her powerful uncle, Creon. King Creon of Thebes is an ignorant and oppressive ruler. In the text, there is a prevailing theme of rules and order in which Antigone’s standards of divine justice conflict with Creon’s will as the king. Antigone was not wrong in disobeying Creon, because he was evil and tyrannical. The authors of â€Å"Antigone: Kinship, Justice, and the Polis,† and â€Å"Assumptions and the Creation of Meaning: Reading Sophocles’ Antigone.† agree with the notion that Antigone performs the role of woman and warrior at once. She does not only what a kinswoman would, but also what a warrior would do. Antigone’s views of†¦show more content†¦Antigone refuses to let King Creon dictate what she does with her brother’s dead body. Antigone states, â€Å"he has no right to keep me from my own† (S ophocles, 441 BC, line 48). Antigone feels that nobody has the right to dictate how she plans to bury her family member. In addition, Creon demands civil disobedience above all. Creon believes that the worst thing an individual can do is act against authority. In contrast, Antigone believes that state law is not absolute. Meaning one should be able to act against the law in extreme cases to honor the gods. Divine law could be proved valid, for example, â€Å"the fact that Polyneices’ dust-covered corpse had not been disturbed by animals could be taken as a possible sign that burial was accepted as valid by the gods† (Sourvinou-Inwood, 1989, pg. 142). Sourvinou-Inwood is stating that because the animals had not touched the dead body, it could be a sign from the gods that a proper burial should be in order. That Creon could have been wrong and the gods wanted Polyneices buried. Moreover, the Greeks supported absolute monarchs, however, simultaneously they also believed i n divine law and had a profound amount of respect for the gods and their laws. Creon states â€Å"am I to rule this land for others, or myself†? (Sophocles, 441 BC, line 823). This statement shows how Creon has little consideration for others around him. He does not care thatShow MoreRelatedAntigone vs Creon827 Words   |  4 Pagesï » ¿Task: Write an essay about the conflict between Antigone and Creon in Antigone, by Sophocles. Show how each is right in his or her own fundamental belief. Then show how the tragedy was inevitable or show how one side was wrong and should have changed. In Antigone, by Sophocles, there is conflict between the characters Antigone and Creon. 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Value Chain Analysis for Assessing Competitive Advantage

Question: Discuss about the Value Chain Analysis for Assessing Competitive Advantage. Answer: Introduction For any organisation, competitive advantage means not just being able to match or surpass what can be done by the competitors but determining what is it that the customers want and then satisfying them in a profitable way and also going beyond that to exceed their expectations (Lin, 2014). As the international as well as the interregional trade barriers are diminishing and accessibility to goods as well as services is rising, the customers are getting the capability of locating and acquiring the best of what is needed by them from anywhere in the world and that too at prices that are acceptable. Value Chain Analysis is a strategic tool for measuring the significance that the perceived value of the customers. By helping the organisations in determining the strategic advantages as well as the disadvantages of not only their activities but also their processes for value creation in the market-place, value chain analysis becomes crucial for the assessment of competitive advantage (Ensign , 2001). This paper will define the two concepts from the perspective of food and beverage; examine the Sydney food and beverage industrys competitive nature, give detail examples of bars as well as restaurants in Australia which exemplify these concepts and analyse the way they use menu engineering for maximising profits (Chung-Chi Cheng-Han, 2008). Concept of Value Chain Analysis and Competitive Advantage from the perspective of Food and Beverage Outlets The concept of Michael Porter in relation to business or industry value chain is considered the centrepiece as far as the business strategy is concerned. Instead of describing the business as manufacturing operations that are sequential in nature, the concept of value chain comprises a set of processes which involve a number of actors such as customers, alliances, business partners and suppliers who work together so that value can be produced for the customers (Porter, 1980). Figure 1 Food and Beverage Industry Value Chain Figure 1 shows that the food and beverage industry lies between the customers and the suppliers and due to this the issues that have an effect on its suppliers and also on its immediate customers also have relevance for the processing industry. The commodities along with the other ingredients have to undergo processes of production, processing as well as distribution as the transformation takes place into processed food which can be consumed. Each of these processes is very complex (Lin, 2014). A particular product might be made of ingredients from a number of different locations and might have undergone many processing stages. Over the years the distance that an average food and beverage item travels has almost doubled and is constantly on a rise. At all the stages of the value chain both social and environmental sustainability issues exist and it becomes vital for the businesses the ones which are of economic relevance to it and then set up a coherent agenda of sustainability relat ed to it (Ionescu-Somers Steger, 2008). Competitive advantage is a resultant of the ability of the businesses to perform the various activities which are a part of the value chain at collectively lower costs in comparison to the rivals or performing certain of these activities in a manner that is unique which help in creating value for the buyers and thus permit the businesses to charge high prices (Porter, 1991). The main utilisation of the value chain analysis (VCA) is the identification of strategic mismatch that might be present between the various elements that make up the value chain. In case a particular company is competing on low cost basis, then all the components of the value chain need to be directed towards low costs. Link between the different elements is a significant aspect pertaining to the value chain (Byrne Heavey, 2006). For instance, if minimum stocks need to be maintained for quickly responding to the changes in the tastes of the consumers, it is necessary that business shift to just-in-time manufacturing, make investments in logistics and put emphasis on procurement. The VCA is also helpful in identifying the activities which can add value rather than the activities which lead to loss of value. For instance, logistics which is a vertical activity might be outsourced for more efficient transportation to companies that specialise in logistics. Examination of the competitive nature of the Sydney food and beverage industry The food and beverage industry of Sydney is among the most competitive as well as dynamic in Australia. It is drive by the consumers who are on the lookout for higher degree of diversity, value and also quality in their choices related to food and beverage (Australian Government, 2012). The food and beverage industry is a key contributor of growth in Australia and in 2015 it had a turnover of almost A$94 billion. The changes in the shopping behaviours and sentiments of the consumers and the entry of leading retailers from abroad accompanied with a shift in the direction of the private label products have had a significant influence on the industry (Australian Food News, 2014). The dominant operators in the food and beverage industry are the Woolworths and Coles supermarkets having a share of 31% and 26.4% respectively in the retail market of Australia. Besides, the new entrants such as Costco and Aldi are also gaining increasing ground. The revenue growth is expected to be constrained throughout the brick-and-mortar stores as a result of the private label products causing price deflation. The foodservice industry has also been impacted by the rising health awareness among the people of Sydney and several operators have responded by introduction of healthier alternatives which are either free of or lo in salt, sugar and fat. This has also had an impact on the volume as well as value of the food and beverage purchased in different categories. There are approximately 82.707 outlets of foodservices in the nation which spend a total of A$15.5 billion approximately on food and also on non-alcoholic beverages (Georgiadis, Vlachos, Iakovu, 2005). As a result of the expansion of Aldi, the discount supermarket chain, the leading players in the supermarket Woolworths and Coles are constantly stepping up their products having private labels. At present they account for almost one fourth of the grocery market. In the coming years, the shopping trends will be continued to be influenced by the growth of the companies like Costco and Aldi which offer discounts, constant private label expansions and fierce competition. Aldi has expanded its influence and has risen to become the largest player in the industry of packaged food. The dominance of Coles and Woolworths is gradually fading (Euromonitor International, 2015). The virtual grocery stores are also anticipated to offer more competition as the retailers capitalise on the increasing usage of tablets, smartphones and mobile devices. The online as well as the convenience subsectors will also register strong growth as the major retailers of food diversify into other areas for retaining their market shares. Detail examples of bars and upmarket restaurants that exemplify these concepts in Australia The changes in the social trends have led to strong growth of the bars and upscale restaurants in the previous five years. It is expected that the industry will post annualised growth equivalent to 6.2% in the next five years to reach a total of $13.1 billion. Decrease in leisure time and busy lifestyles have attracted consumers to the restaurants where they can get a combination of dining and leisure and spend less time on preparing food. The strong consumer demand for quality and healthy food has propelled many firms to make entry into the industry. However, there is fierce competition among the restaurants for customer numbers and prime locations and if they fail in offering a successful proposition in terms of quality and price it can result in their exit from the industry (IBISWorld, 2010). Several opportunities also exist in the foodservices sector of Sydney with a number of people eating out and also wanting meal solutions and snacks which are healthy and fresh. The adoption of healthier lifestyles by the consumers will be making them turn away from foods having high fat and sugar content (BMI Research, 2016). In 2015, the total volume sales of fresh food increased by 2% in Australia. Fad diets like zero-sugar, raw food and Paleo led to the creation of health conscious consumers looking for healthier alternatives. This has made Australians experiment with dishes at home, restaurants and cafes and the usage of native as well as exotic ingredients and super foods have increased. The consumption of liquor is also expected to decline in the coming years as a result of this (Euromonitor International, 2016). This trend has also had an impact on several categories of packaged food like breakfast cereals and baked goods. Value growth of the packaged food was also suppressed as a consequence of the Aldi discount chains influence (Euromonitor International, 2015). During the previous five years there has been a stabilisation in the trend of dining out with the Australians spending almost 33.5% of their budgets related to food and beverages on food services. The bars and upmarket restaurant adopt the value chain analysis for attaining competitive advantage in order to achieve their strategic objectives (Nasution Mavondo, 2008). The first option adopted for this purpose by them is the differentiation strategy wherein they differentiate their offerings on the basis of some particular attributes, since it has been observed that the trend is towards a healthy lifestyle and the consumers are looking for fresh and healthy food options, the restaurants are coming with choice of nutritious food. The second option is that of low cost leadership which is based on production at low costs. The restaurants in such cases are seeking a combination of low overhead levels, high volumes and efficiency (Li Liu, 2006). Analyse how food and beverage outlets use menu engineering to maximise profit Menu Engineering relates to the study of popularity as well as profitability of the items on the menu and the way in which the two factors have an impact on the way these items are placed on the menu. It is a lengthy process with the goal is increase of profitability per guest. The basis of this concept is the BCG which assists the businesses in segmenting their products in a manner which facilitates analysis as well as decision making (Kang, Lee, Kim, 2010). The process of menu engineering involves methodically selecting, costing as well as pricing and also evaluating the items on the menu of the food and beverage outlets. It provides profitability as well as popularity related information to the managers to help them in doing proactive planning, recipe designing and make decisions related to customer pricing (Cooper, 1989). The process of menu engineering is used by the food and beverage outlets for the maximisation of profits in the following way (Raab, Shoemaker, Mayer, 2007) Costing the Menu All the items in the menu should be broken down into their individual ingredients and then the exact amount for creating each of the items should be determined as the engineering process is heavily dependent on the level of profitability of each item. The person performing the menu costing is best suited for this job also as he has information about the costs of each item. Categorising the Items on the Menu in accordance with the levels of popularity and profit This process will help in determining the way in which the menu-engineering efforts need to be applied. This process can be further divided into three (Raab, Mayer, Shoemaker, Menu Engineering Using Activity-Based Costing: An Exploratory Study Using a Profit Factor Comparison Approach, 2010). Splitting the menu into sections and categories such as drinks, desserts, appetizers and entrees so that there is no overlapping between the items in different categories. Then categories are broken into sections for instance the drinks category can consist of alcoholic drinks section and the non-alcoholic drinks section. The distinct menu items have to be kept separate by creating a spreadsheet for help (Raab, Mayer, Shoemaker, 2010). Each menu item is placed into one out of the four quadrants by going through all the menu items and by using very recent data. Then divide them into stars, blow horses, puzzles and dogs. The fate of the menu items in all the quadrants is determined by using the information from step b). The menu items which have been ranked in accordance to popularity and profitability are viewed at category level and then section level. Category level viewing will help in deciding the place for different menu sections. Stars are highlighted, more profitable versions need to be created for plow horses, items in puzzles category might need reinvention and dogs may be emitted or deemphasised (Raab, Mayer, Shoemaker, 2010). Designing the Menu The items that are to be sold most are highlighted. The customer base is taken into consideration like what items are the different customers ordering, what is driving them to the outlet, are they reading the menu properly, etc. This helps in application of menu engineering techniques. For turning the menu into a profit centre visual cues need to be used for highlighting the items that are to be sold the most, prices should not be listed in a column on the menus right side, the descriptions of the menu items need to be used for gaining advantages. It should be recognised that listing the items of each menu section involves a science and the cover configuration of the menu needs to be used advantageously. The patterns of the eye movements of the customers are also used advantageously and the outlets need to think out of the menu (Annaraud, Raab, Schrock, 2008). Testing the New Menu Design This is done either with the old menu design or separately to test if there is room for improvements in profit. Conclusion The concept of value chain analysis has been studied with the perspective of the food and beverage outlets in Australia and it has shown that several leading outlets have adopted it for gaining competitive advantage. It has also been observed that the current trend in the food and beverage industry is towards healthy foods which people either make at home or avail the food services or go the various outlets offering fresh and nutritious food. Menu Engineering is being used by the outlets for increasing their popularity and maximising their profitability. The analysis that has been carried out is an indication that value chain analysis presents the food and beverage outlets with an overarching tool for bringing improvements in their strategic planning as well as resource allocation, thus assisting them in achieving their strategic objectives. The main goal is providing the management with enough alternatives so that they are able to sustain the competitive advantage in a dynamic envir onment of business. Analysis of costs and differentiation by means of the value chain is a vital component for attaining competitive advantage. References Annaraud, K., Raab, C., Schrock, J. (2008). The application of activity-based costing in a quick service restaurant. Journal of Foodservice Business Research , 23-44. Australian Food News. (2014, December 23). Top 10 food and beverage trends for 2015, Innova Market Insights with other comments. Retrieved September 2, 2016, from Australian Food News: https://ausfoodnews.com.au/2014/12/23/top-10-food-and-beverage-trends-for-2015-innova-market-insights-with-other-comments-2.html Australian Government. (2012). Foodmap: An Analysis of the Australian Food Supply Chain. Canberra: Department of Agriculture, Fisheries and Forestry. BMI Research. (2016). Australia Food Drink Report. BMI Research. Byrne, P., Heavey, C. (2006). The impact of information sharing and forecasting in capacitated industrial supply chains: A case study. International Journal of Production Economics , 420-437. Chung-Chi, H., Cheng-Han, W. (2008). Capacity allocation ordering, and pricing decisions in a supply chain with demand and supply chain uncertainities. European Journal of Operational Research . Cooper, R. (1989). Cost control in the hospitality industry. Journal of Cost Management, Spring , 38-49. Ensign, P. (2001). Value Chain Analysis and Competitive Advantage. Journal of General Management , 18-42. Euromonitor International. (2016). Fresh Food in Australia. Euromonitor International. Euromonitor International. (2015). Packaged Food in Australia. Euromonitor International. Georgiadis, P., Vlachos, D., Iakovu, E. (2005). A system dynamics modeling framework for the strategic supply chain management of food chains. Journal of Food Engineering , 351-364. IBISWorld. (2010). Restaurants in Australia: Market Research Report. IBISWorld. Ionescu-Somers, A., Steger, U. (2008). Business Logic for Sustainability: A Food and Beverage Industry Perspective. London: Palgrave-MacMillan. Kang, H., Lee, S., Kim, Y. (2010). Menu Analysis for Coffee Shop Operation: Using Activity-Based Costing. International CHRIE Conference-Refereed Track . Li, J., Liu, L. (2006). Supply chain coordination with quantity discount policy. International Journal of Production Economics , 89-98. Lin, J. (2014). SUSTAINABLE SUPPLY CHAINS IN THE FOOD AND BEVERAGE INDUSTRY. International Journal of Business and Management . Nasution, H., Mavondo, F. (2008). Customer value in the hotel industry: What managers believe they deliver and what customer experience . International Journal of Hospitality Management , 204-213. Porter, M. (1991). Towards a Dynamic Theory of Strategy . Strategic Management Journal . Raab, C., Mayer, K., Shoemaker, S. (2010). Menu Engineering Using Activity-Based Costing: An Exploratory Study Using a Profit Factor Comparison Approach. Journal of Hospitality Tourism Research , 204-224. Raab, C., Shoemaker, S., Mayer, K. J. (2007). Activity-based costing: A more accurate way to estimate the costs for a restaurant menu. International Journal of Hospitality Tourism Administration, . Rapp, G. (2016). Menu Engineering: How to Raise Restaurant Profits 15% or More. Retrieved September 2, 2016, from Menu Cover Depot: https://www.menucoverdepot.com/resource-center/articles/restaurant-menu-engineering/