Global marketing mix of McDonalds Essay Example | Topics and Well Written Essays - 2500 words

Global marketing mix of McDonalds - Essay Example Reason for selecting this brand is that it employs a unique marketing mix that is based on quality of its product, store ambience, service quality and other parameters. This report will focus on the marketing mix of McDonalds. STEP 2. ANALYSIS OF THE BRAND AND IPT APPLICATION In this step, the marketing mix of McDonalds is analysed. A brief overview of the firm is provided followed by an analysis to assess if the marketing mix is standardised or adapted across international markets. Also discussed is the Internationalisation Process Theory - Uppsala theory for its international operations. 2.1. About McDonalds McDonalds operates in the restaurant sector and its products are fast food items, soft drinks, milk shakes, salads, breakfast, meals and other food items. In 2012, the firm had revenues of 27.56 billion USD. It has more than 34,000 outlets in 118 countries. It employs more than 1.7 million people in its stores and offices. Outlets are operated using different models of as an affiliate, franchisee and directly by the firm. The firm earns its income from royalties, rent, fees from franchises and from sale of food products. Franchise operators are monitored strictly for the service levels and to ensure that the brand image is not spoilt. Outlets have different styles such as counter service and drive-through/ walk through service. It has also opened McCafe, a cafe style of outlet that competes with Starbucks (McDonalds, 2013). 2.2. Assessing the7Ps of marketing mix The marketing mix is a marketing practice and business tool that helps to assess the brand's offer to customers. It combines a set of activities that the organisation must take up so that the target customers are identified and their needs satisfied (Albaum and Duerr, 2011). The earlier marketing mix consisted of the 4Ps and these were called as product, price, place and promotion. For service firms, that offer specific products, another 3 Ps were added to form the 7Ps of marketing mix. These extra Ps are people, performance and processes. For this paper, the 7Ps of marketing for McDonalds is discussed (De Mooij, 2010). Since the global branding practices are under discussion, the efforts of McDonalds in overseas markets is also analysed to assess the consistency of its business practices. 2.2.1. Product Product is a tangible and main offering of a firm and it generates revenue through sale of its products. For a firm to succeed, the product mu st have a unique selling proposition and it must be difficult for others to copy. Product is made of the core product and augmented products and these are packed together to increase the portfolio range. International firms must ensure that there is consistency in product offerings in terms of quality, taste, appearance and delivery (Anderson and Buvik, 2002). McDonalds offers the same range of products across all its outlets. In almost every location, one would see burgers, fries and these are the core products, augmented by milkshakes, coffee and ice creams. Thus, there is sufficient breadth and depth as indicated in the following figure. However, some amount of localisation is done since pork is not served in Middle East and Muslim nations and beef is not served in India. In addition, products in Asia are spicier than similar products in western nations (Vignali, 2010). Thus, McDonalds has standard products that are adapted to suit local conditions. Figure 2.1 Product range of Mc Donalds (Vignali, 2010) 2.2.2. Price Price refers to the money a customer's pays to procure the product. While lower prices could increase sales, it lowers public perception of the product quality besides reducing earnings. Higher price would keep people away (Andrews and Kim, 2007). Since

Biografy of William Sharespeare Essay Example | Topics and Well Written Essays - 750 words

Biografy of William Sharespeare - Essay Example He must have formed his great love of literature from reading the classical Roman writers. Not much is known about Shakespeare’s teenage years but it is likely that the worked in some field connected with acting and the theater, and very possibly like modern actors had to support his acting ambitions with other odd jobs as he went along. It is clear from his later writings that he gained a lot of knowledge about many different trades and common people, and this suggests that he learned practical things as well as his literary skills. Thanks to surviving church records it is possible to establish the fact that during this period he also got married to a woman called Anne Hathaway. She was considerably older than William Shakespeare, and was already pregnant when the wedding took place in 1582. The first baby was a girl, and then there were girl and boy twins after that but Shakespeare abandoned his family in Stratford to seek his fortune in the much bigger city of London. Sadly the boy twin, Hamnet, died at the age of eleven and not much is known of what happened to the other children. By the end of 1592 Shakespeare was an established actor, performing in London and other towns with a group of actors called â€Å"The Chamberlain’s Men† who in those days were known as â€Å"players.† In this period in England theaters were often closed down because of plague, and Shakespeare therefore had time to gather and read books and plays which would later inspire his own writing. He appears to have been very successful a player: â€Å"There is proof that Shakespeare had performed with the Chamberlain’s Men before Elizabeth 1 on several occasions.† (Mabillard, section headed â€Å"Shakespeare the Actor and Playwright†). In the middle of his life Shakespeare began writing sonnets and non-dramatic poems and then he began to write historical plays, comedies and tragedies in the period from 1590 to 1612. Some of the exact dates a re difficult to pin down because the historical record is not complete. There are also several versions of some plays, and the authorship of some of these has been disputed over the years by scholars. The general consensus is that he wrote thirty seven plays but it is possible also that he wrote fewer than this, or that he wrote and collaborated on more than this. The majority are comedies, but some of his most memoral work like Hamlet, Romeo and Juliet, King Lear and Othello are tragedies. Even the tragedies and historical plays contain elements of humor in them also, and Shakespeare was well known for his ability to weave silly and serious plotlines together. Mabillard identifies four features which characterize Shakespeare’s literary style and guaranteed his popularity both during his own lifetime and in the centuries since his death: â€Å"Illumination of the Human Experience†¦ Great Stories †¦ Compelling Characters†¦ and the ability to turn a phrase.† (Mabillard: section entitled Why Study Shakespeare) He was quickly recognized as a man of genius, and his plays became a major part of English and later also world culture. His innovative use of language entertained the people of his own time but then also became part of the English language, as for example phrases like â€Å"band of brothers† and â€Å"the green-eyed monster† which we still use today. There is no firm evidence of the way that

Child Labour Essay Example for Free

Child Labour Essay Considerable differences exist between the many kinds of work children do. Some are difficult and demanding, others are more hazardous and even morally reprehensible. Children carry out a very wide range of tasks and activities when they work. Not all work done by children should be classified as child labour that is to be targeted for elimination. Children’s or adolescents’ participation in work that does not affect their health and personal development or interfere with their schooling, is generally regarded as being something positive. This includes activities such as helping their parents around the home, assisting in a family business or earning pocket money outside school hours and during school holidays. These kinds of activities contribute to children’s development and to the welfare of their families; they provide them with skills and experience, and help to prepare them to be productive members of society during their adult life. The term â€Å"child labour† is often defined as work that deprives children of their childhood, their potential and their dignity, and that is harmful to physical and mental development. It refers to work that: †¢is mentally, physically, socially or morally dangerous and harmful to children; and †¢interferes with their schooling by: †¢depriving them of the opportunity to attend school; †¢obliging them to leave school prematurely; or †¢requiring them to attempt to combine school attendance with excessively long and heavy work. In its most extreme forms, child labour involves children being enslaved, separated from their families, exposed to serious hazards and illnesses and/or left to fend for themselves on the streets of large cities – often at a very early age. Whether or not particular forms of â€Å"work† can be called â€Å"child labour† depends on the child’s age, the type and hours of work performed, the conditions under which it is performed and the objectives pursued by individual countries. The answer varies from country to country, as well as among sectors within countries. The worst forms of child labour Whilst child labour takes many different forms, a priority is to eliminate without delay the worst forms of child labour as defined by Article 3 of ILO Convention No. 182: (a) all forms of slavery or practices similar to slavery, such as the sale and trafficking of children, debt bondage and serfdom and forced or compulsory labour, including forced or compulsory recruitment of children for use in armed conflict; (b) the use, procuring or offering of a child for prostitution, for the production of pornography or for pornographic performances; (c) the use, procuring or offering of a child for illicit activities, in particular for the production and trafficking of drugs as defined in the relevant international treaties; (d) work which, by its nature or the circumstances in which it is carried out, is likely to harm the health, safety or morals of children. Labour that jeopardises the physical, mental or moral well-being of a child, either because of its nature or because of the conditio ns in which it is carried out, is known as â€Å"hazardous work†. Action against child labour IPEC has worked to achieve this in several ways: through country-based programmes which promote policy reform, build institutional capacity and put in place concrete measures to end child labour; and through awareness raising and mobilization intended to change social attitudes and promote ratification and effective implementation of ILO child labour Conventions. These efforts have resulted in hundreds of thousands of children being withdrawn from work and rehabilitated or prevented from entering the workforce. Complementary to this direct action throughout has been substantial in-depth statistical and qualitative research, policy and legal analysis, programme evaluation and child labour monitoring, which have permitted the accumulation of vast knowledge base of statistical data and methodologies, thematic studies, good practices, guidelines and training materials. Corporate Social Responsibility (CSR) Companies are increasingly concerned with child labour in their supply chains. They view it as inconsistent with company values, and a threat to their image and ability to recruit and retain top employees, as well as to the sustainability of their supply chain. And there often is cause for concern: many child labourers work as part of supply chains. They are involved in the production of cash crops and manufactured goods that are exported directly, as well as in the production of goods that serve as inputs into final products; final assembly or finishing of these products often takes place in the importing countries. They are also involved in domestic supply chains. Despite the challenges of tackling child labour in supply chains that are often long and complex, leading companies have used social dialogue, international labour standards, a collective approach, and a commitment to addressing the root causes of child labour to effectively address the problem. IPEC has a long history of facilitating and supporting these efforts. The 2016 Roadmap for Eliminating the Worst Forms of Child Labour by 2016, adopted at the Hague Child Labour Conference in May 2010, calls for special efforts to made to tackle child labour in supply chains, in recognition of the vital role that enterprises must play to reach the 2016 goal. Social dialogue The main goal of social dialogue is to promote consensus building and democratic involvement among the main stakeholders in the world of work. Labour law, industrial relations and social dialogue are at the core of ILO member States economic and social organization. Since its foundation, social dialogue is a transversal hub of the ILO’s action and a constitutional mandate. The Declaration concerning the aims and purposes of the International Labour Organisation states that â€Å"the effective recognition of the right of collective bargaining, the cooperation of management and labour in the continuous improvement of productive efficiency, and the collaboration of workers and employers in the preparation and application of social and economic measures †¦Ã¢â‚¬  Sound industrial relations and effective social dialogue are a means to promote better wages and working conditions as well as peace and social justice. As instruments of good governance they foster cooperation and economic performance, advance social and industrial peace through negotiated solutions to important economic and social challenges and boost stability and economic progress, thus helping to create an enabling environment for the realization of the objective of Decent Work. The ILO Declaration on Social Justice for a Fair Globalization[-0] (2009) to put the emphasis on that â€Å"social dialogue and the practice of tripartism between governments and the representative organizations of workers and employers within and across borders are now more relevant to achieving solutions and to building up social cohesion and the rule of law through, among other means, international labour standards. The Global Jobs Pact adopted by the International Labour Conference of 2010 states for its part, that â€Å"Social dialogue is an invaluable mechanism for the design of policies to fit national priorities. Furthermore, it is a strong basis for building the commitment of employers and workers to the joint action with governments needed to overcome the crisis and for a sustainable recovery. Successfully concluded, it inspires confidence in the results achieved†. Social dialogue as defined by the ILO includes all types of negotiation, consultation or exchange of information between, or among, representatives of governments, employers and workers, on issues relating to economic and social policy, including child labour, and to terms and conditions of work and employment. It can exist as a tripartite process with the government as an official party to the dialogue, for example in the development of public policy – including national action plans on child labour or lists of hazardous work. Or it may consist of bipartite relations between trade unions and management (or trade union organisations and employers organisations), Dialogue can be informal or institutionalized and often it is a combination of the two. It can take place at the global, regional, national, sectoral, enterprise or workplace level. The enabling conditions of social dialogue In order for social dialogue to take place, the following must exist: †¢strong, independent workers and employers organizations with the technical capacity and the access to relevant information to participate in social dialogue; †¢political will and commitment to engage in social dialogue on the part of all the parties; †¢respect for the fundamental rights of freedom of association and collective bargaining; and †¢appropriate institutional support. The role of the state For social dialogue to contribute to the elimination of child labour, the State cannot be passive even when it concerns bipartite relations between employers and trade unions. It is responsible for creating a stable political and civil climate which enables autonomous employers and workers organizations to operate freely, without interference or fear of reprisal. Even when the dominant relationships are formally bipartite, the State has a role in providing essential support for the process through the establishment of the legal, institutional and other frameworks which enable the parties to effectively engage in the promotion of decent work and the elimination of child labour. THE UTILITARIAN VIEW Jeremy Bentham would have supported child labor laws based upon his utilitarian philosophy. The central idea is that people should behave so as to produce the greatest happiness for the greatest number of people. Child labor produces a very small amount of happiness for the family of the children involved, but causes considerable suffering as well and prevents the children from obtaining educations or fully enjoying their childhoods. It also creates a class of disenfranchised ignorant citizens with short life expectancies and who are of very little good to society. There is nothing about child labor that could be supported by a utilitarian philosopher. But the argument wouldnt be based on the evil of child labor. Thats a religious concept of morality that is quite different than the pleasure principle on which utilitarianism relies. Many things can bring happiness in the sense Bentham and J.S. Mill intended this notion to be understood. Pleasure is one source, but so is the satisfaction which derives from work, from sharing with others, from having a family, from community service, etc.. The main criticism of utilitarianism is that it substitutes an hedonic/aesthetic standard of behavior for an ethical/prudential standard. It defines what is good, the moral concept, in terms of what brings happiness, an hedonic/aesthetic concept. Those who are addicted to notions like good and evil and sin, most of whom are religious folks, dont find any validity to Benthams viewsespecially since they are quite obviously man made rules of conduct and not revealed words of god. Child Labour According to utilitarian theory child labour is morally worn in that it does not beneficial to everyone, the children suffer and in some cases they are not paid, further these children should be attending school or performing school related duties other than working, there is a need to educate and train these children in order to prepare them for the job market and employing them before they complete their education will mean that this is violating their rights. Children are normally not aware of their rights and are forced to undertake hard work. Employers prefer to employ children because they provide cheap labour and also they are easy to control, children are also seen to be more obedient than adults, they therefor employe the children for the purpose of cutting down costs and also because children are easy to control because adults are related with initiatives which include protests and formation of trade unions. The utilitarian theory which states that morally right actions are those whose outcome maximises benefits to the persons performing them supports child labour in developing countries, this is because the children achieve financial dependence from their parents and also have a chance to earn money to achieve what they like. Support child labour in the developing countries where child benefit and also the parents whose financial burden is reduced, in developed countries where children work to support their family it is morally right to engage children in such employment opportunities but it must be noted that child labour should not violate their rights to education. The concern stems from children being separated from their families, exposed to serious hazards and illness or even left to feed for themselves- often at a very early age. Utilitarianism based upon maximising good or pleasure and minimising bad and pain. Unlike, egoism that centres on a person excessive or exaggerated sense of self-interst. Prepare a balance sheet weighting the pros and cons. Child labour should be stopped on the basis, the tasks children are involved in are difficult and demanding, others are hazedous and morally reprehensible.The emotional pain kids go through easily exceed the advantage of using such a force. Solutions: Reducing, rising poverty, through broad-based economic and social development, automatically replacing child workers with their parents, increasing familys income, as parents are more highly paid. The social welfare of children can also be lined to the social and economic position of women. As womens income improves, so does the situation of her children. Women whom invest in their children, food, water, clothing and schooling, can immediately combat child labour. The rehabilitation of child labourers with household benefits and essential services. In providing families, whose parents and guidance work for the organisation with shelter, food and health care, households are more likely to send their children to school. Deontological theories: Referring to theories of duty, stating that when making decisions about actions one has to consider the duties and the rights of the others. According to the theory the involvement of children at work is wrong, one because it endangers the children both physically and mentally. Children are supposed to go to school and receive necessary training in order to prepare them to become employees. Child labour according to the Deontological theories violates the natural law of nature, this is because children are yet to be adults where the children are young and do not know their rights, involving them at work places will results into the violation of their rights because most employers tend to exploit them by forcing them to undertake hard work and even not pay them, they further know that children are easy to control than adults and that children will obey, the adults workers know their rights and will not be exploited and they will organise demonstration and even form trade unions that fight for their rights. Virtue ethic theory: Child labour is wrong because in most countries law have been set that children should not work and therefor anyone employeing or letting their children work is violating these laws. Education for children The legislator of a regime/community must make the education of the young his objective above all. Since there is a single end for the city as a whole, it is evident that education must necessarily be one and the same for all, and that the superintendence of it should be common and not on private basis. The importance of a common education shaping each citizen so as to enable him to serve the common good of the city. one ought not even consider that a citizen belong to himself, but rather that all belong to the city, for each individual is part of the city. Aristotles includes physical education, reading and writing, drawing and music as subjects which the young potential citizens must learn. The aim of this education is not productive or theoretical knowledge. Instead it is meant to teach the young potential citizens the practical knowledge the kind of knowledge that each of them will need to fulfil his telos and perform his duties as a citizen. We must figure out how to live together through the use of reason and speech, discovering justice and creating laws that make it possible for human community to survive and for the individuals to live virtuous lives. Aristotles on slavery! Aristotles has said that slavery serves the interest of both the master and the slave. If the work that comes from their bodies is the best that can come from them for he is a slave by nature who is capable of belonging to another. They are incapable of fully governing their own lives, and require other people to tell them what to do. Such people should be set to labour by the people who have the ability to reason fully and order their own lives. Slaves get the guidance and instructions tht they must have to live, and in return they provide their master with the benefit of their physical labour.

Social movements and public opinion on gender issues

Social movements and public opinion on gender issues Social movements are loosely formed groupings of individuals which are usually formed with the aim of campaigning for or against the implementation of a certain issue in the society. Social movements do not have standard sizes because some may be made up of few individuals while others may cover even the whole part of the world. The size of the movement generally depends on the issues that are being debated at the time of its formation. Such movements are generally governed by the spontaneous coming together of people guided by no rules of regulations but rather by the common cause that brings the together (Saunders Walter, 2005). Some of the hottest topics that mostly capture the agendas of most western social movements include freedom of expressions, economic independence, and gender equality among others. The purpose of this study is to identify social movements that address issues related to gender and how such movements have affected gender. This will be possible by analyzing t he political environment that led to the existence of the social movements being discussed. The study will also seek to identify some of the impacts that the movements have head in the society at large (Love, 2006). Womens Suffrage, Ecofeminism and Womens liberations movements are some of the social movements identified in this study that have some effect on gender issues and how the society addresses issues related to women. Womens suffrage for instance is a social movements formed in the early 18th century to advocate for women to vote and run for public offices. This social movement has its basis on the era in which women were discriminated and considered to be too weak to hold any public office with diligence (Chapman, 2009). Such a movement called for the reformation of the economic and political spheres so that women could have equal competing field with men. Additionally, the movement also articulated for the honoring of women by being given equal rights as men in the ownership of property, payment of tax among other rights. Evidence point out that New Zealand became the first nation to vote for a woman to hold public office as a result of this social movement (Saunders Walter, 2005). The existence of the Womens Suffrage as a social movement clearly points out the nature of the political environment at those times to have been discriminative against women. Women were generally not allowed not to hold any public office and they had no right to own property. Generally, women were treated as if they did not have any say regarding their rights. However, the emergence of this movement drastically changed the perspective of the society towards women (Saunders Walter, 2005). The fact that women became part of leaders and held public offices is a clear indication that the social movement had a positive effect on the society because they ended up accepting the facts given by the social movement. The change also had the effect of changing the political structures of nations that accepted the calls made by the social movement. Ecofeminism is another social movement that has been shown to have a significant impact on the society. This movement indicates that there exists a commonality between environmentalism and being a woman. According to the proponents of this movement, there is a relationship between the way women are oppressed in the society and the destruction of nature through the creation of concepts that may indicate how inferior women are inferior to men (Chapman, 2009). This social movement explores or existed in a society that believed that men are always superior over women. Such a political environment is seen to have perpetuated social inequalities like racism among others. The brainchild of this movement was driven by the fact that the same intellect that promotes the destruction of the environment. The existence of ecofeminism describes the political environment in twofold. Women were being oppressed and discriminated in all manners possible. It also shows that there was environmental degradation that would ultimately threaten human existence. The coming of this social movement changed the societys perspective by improving the interrelationships between human beings. Additionally, the movement is seen as one of the factors that led to the extinction of discrimination on the basis of gender. Consciousness about caring for the environment also developed due to the coming up of the social movement (Love, 2006). Womens liberation movement is another social movement distinct from the feminism or ecofeminism which began to develop in the early 1960s. The social movement was formed to fight for all the possible women rights that may have been violated at the time of its formation. The movement was strengthened through the formation of two bodies in the United States. The National Organization of Women and Equal Rights Amendment were formed with the aim championing for the honoring of the rights of women. The political environment during the formation of the social movement clearly indicates how the rights of women we not being respected (Chapman, 2009). However, the existence of this social movement is seen to have changed the perspective of the society regarding the ways in which they could be able to treat women equally as men. This may have been the reason that led to the formation of the two bodies to oversee the fact that the rights of women were respected. Social movements are important bodies of the society because they address issues that dealt unfairly in the society. The ones related to gender are seen to champion for the respect of the rights of women in a society and a political environment that despises them (Love, 2006). The social movements identified in this study are seen to have facilitated the eradication of vices like racial and gender discrimination among others. The nature of the political environment is seen to facilitate the formation of a social movement in the sense that whenever the rights of a particular groups are infringed, the afflicted groups may be forced to from a movement that will champion for the ir rights (Saunders Walter, 2005).

A Life Foolishly Lived :: Personal Narrative Essays

A Life Foolishly Lived I've never quite understood the whole racism thing. I grew up in suburbia, but in the part of town considered the black neighborhood. When I was younger black kids were no different from everyone else, and I was happy that way. It wasn't until middle school and my encounters with Joey that I became aware of a difference. I was young and impressionable, and totally bought into what anyone who would consider me "cool" was saying. Joey was a 30-something-year-old quadriplegic man who lived near me. I was considered a nerd and felt desperate for guidance of some sort. Joey became my mentor. Before the accident that left him in a wheelchair, he was a rocker, and I spent hours by his side listening to his stories. "I tell you, Owen, I had it all. And the girls loved me," he would tell me, while I emptied the bag of urine strapped to his leg. Even though he never graduated from high school, had no job, would get drunk and stoned all the time, and lived with his parents, I wanted to be just like the person he used to be. He'd had girlfriends and lived the rock-and-roll lifestyle, but that ended when he was pushed off a porch and snapped his neck. He attempted to continue his old life through kids in the neighborhood. Joey would tell us how he used to make pipe bombs, so naturally we had to make a bomb and blow up a chunk of the street. But we didn't have the know-how or the supplies to make a pipe bomb, so a gallon of gasoline would have to do the trick. Sadly, we picked a bad place and set a man's lawn on fire. The police and firemen were on my street that night, putting out seven-foot high flames and asking questions. Even though nobody knew exactly who blew off the gas bomb, most had an idea. I'm sure people in that neighborhood could think only of Wheelchair Joey and his gang of misled youth. Joey listened to heavy metal and sported Charles Manson and Confederate flag t-shirts. Before I knew it, I was doing the same. He convinced me to wear the flag shirt in school the day we watched "Roots" for Black History Month. We laughed when I told him about the reactions I got, and then he congratulated me with a beer and some vodka mixed with juice.

Free Essay: Passion and Evil in Nathaniel Hawthornes The Scarlet Letter :: Scarlet Letter essays

Passion and Evil in The Scarlet Letter In Nathaniel Hawthorn’s novel, The Scarlet Letter, the Puritan society of Salem excludes anyone who is in any way deviant and renders that person sinful. However, the society, the townspeople themselves, is not without fault. However they try to conceal and contain their passions and all their faults because of their fear of exclusion. All the characters in the book that are excluded from society are the most "natural" and true and possess a second-sense perception and almost magical intuition. Hester Prynne's separation from the townspeople is both physical and mental. She is expelled from the town as an adulteress, and she goes to live with her illegitimate daughter to a cottage "not in close vicinity to any other habitation." (68) They are despised by the whole town. Even children throw stones at them and chase them down the street. People do not dare to come close to Hester because of the mark as an outcast. To the townspeople, Hester's character is something different and uncertain from the values that they are used to. "Wherever Hester stood, a small, vacant area - a sort of magic circle - had formed about her, into which †¦ none ventured, or felt disposed to intrude." (206) Hester is destined to forever wear a scarlet letter "A" on her chest - "A" for "adulteress" - a sign of her sin, shame and separation from the righteous people. However, by being separated from the Puritanical town of Salem and all its prejudices, Hester is able to look at the people objectively and see much she was not able to see before. "Walking to and fro, with those lonely footsteps, in the little world with which she was outwardly connected, it now and then appeared to Hester that [the scarlet letter] gave her a sympathetic knowledge of the hidden sin in other hearts. (73) The people of the town are so busy covering up their faults and hiding their human passions, that they cannot see their own or each other's faults. Hester, who wears her Cain's mark of exclusion openly, does not have to worry about the opinion of others, and gains an intuition - an insight into the hearts of the people who throw her out. Hester's mark of shame becomes a mark of being different, a mark of nonconformity.

Design of Drilling Fluid

Design of Drilling Fluid 1. Introduction: Boring fluid is the fluid used while boring oil and natural gas. Boring unstable design is a really of import portion of boring procedure. Boring fluid is the media between drill spot and the formation. The design of boring fluid is based on the chief maps of boring fluid and the demand of each particular good. Generally, boring fluid has three major maps. They are:Cools and lubricates the drill spot.Circulates the boring film editings back to the surface.Balances or overcomes formation force per unit areas in the well bore to minimise the hazard of well-control issues. [ 1 ]2. Boring unstable environmental considerations: The design of boring fluid should do boring fluid meets the specific demand of each well and besides should be the most cost-effective manner. The public presentation of boring fluid can impact the efficiency of boring. There are a few cardinal concerns of planing a boring fluid. Health and environmental concerns are one of the issues the interior decorator of boring fluid should see. The type of boring fluid may pollute the groundwater and the chemical composing can impact the wellness of the operators. Safety is ever the first consideration and if the operation affects the ecosystem, it will go harder to obtain authorities permission. So it is of import to do certain the fluid is safe and lasting plenty during the boring operation. As one of the major map of boring fluid, it is of import to calculate out the proper weight of the fluid. A proper weight of fluid has to be sufficient to forestall runaway and will non fracture the well. If the fluid is excessively heavy, it will fracture the well because the force per unit area of the fluid is relative to the denseness of fluid. On the other manus, light fluid can non equilibrate the force per unit area of formation. In the instance of high-temperature well, the boring fluid should be able to bear 275-300 Fahrenheit of high temperature. When the formation being drilled is wage zone, the boring fluid should non impact the permeableness of the formation. It should be a non-damaging fluid. Cost is ever a large concern for an applied scientist. Mud may represents 5 % to 15 % of boring cost but may do 100 % of boring jobs. [ 2 ] So a proper design of boring fluid is like a via media. It provides the maps every bit less as it can and the interior decorator should detect the possible hazard. 3. Boring fluids types: The basic types of boring fluid will assist us understand the design of boring fluid better.Water-based fluid.Drill-in fluid.Oil-based fluid.Synthetic-based boring fluid.Water-based fluid is less expensive than oil-based fluid and synthetic-based boring fluid. It is widely used to bore 80 % of all Wellss. [ 3 ] Basically, most portion of a well is suited for water-based fluid. This system dissolve natural clays. The base fluid can be fresh H2O, saltwater, seawater and saturated seawater which do less injury to the environment. Some habit-forming can be added into the base fluid in order to assist fluid-loss control or complete certain undertakings. After the surface shell is cemented, the operator can still utilize water-based fluid unless another certain demand is needed. For all of these advantages, water-based fluid is a dominant system used in on-shore rigs. The two wide classs of water-based fluid are non-dispersed systems and spread systems. Non-dispersed systems can be weighte d to 17.0 to 18.0 ppg and run at 350 Fahrenheit and higher. Dispersed systems are treated with chemical dispersants that are designed to deflocculate clay atoms to let improved rheology control in higher-density clay. [ 4 ] Drill-in fluid is the boring fluid after boring into a wage zone. The design of a drill-in fluid requires adequate cognition about the reservoir. It should make less or no harm to the reservoir stone and easy to clean up. Drill-in fluids are used widely in horizontal Wellss, where the wage zone is exposed to the boring fluid a long distance. Drill-in fluids can be water-based, brine-based, oil-based or synthetic-based. The pick of drill-in fluid is of import to the production of a well because one time the harm has been made to the formation, it is rarely possible to retrieve the status of wage zone to the initial status. Oil-based fluids were designed and developed to assist turn to several boring jobs: formation clays that react, swell, or slough after exposure to WBFs ; increasing downhole temperatures ; contaminations ; and lodge pipe and torsion and retarding force. [ 5 ] Oil-based fluid can stand higher temperature without interrupting down. Oil-based fluids besides has greater cleaning abilities with less viscousness. It is used to avoid the jobs which water-based fluid could has. The disadvantages of oil-based fluid are: 1. It is more expensive and more toxic than water-based boring fluids. 2. Film editings can non be separated from the fluid while boring. 3. Sing the environmental facet, oil-based fluid incorporating Diesel fuel may incorporate aromatic hydrocarbons which can do taint. Synthetic-based fluid is a fluid which the base fluid is man-made oil. It is designed to avoid environmental impacts. It is frequently used on seaward rigs or environmentally sensitive countries, because it has the belongingss of an oil-based clay, but the toxicity of the fluid exhausts are much less than an oil-based fluid. This is of import when work forces work with the fluid in an enclosed infinite such as an offshore boring rig. [ 6 ] Major types of synthetic-based boring fluids are:EstersPoly-alpha alkenesLinear ciao alkenesInternal alkenesLAO/PAO ( additive alpha olefin/poly-alpha alkenes ) [ 7 ]4. Additives Barite is a common used addictive to all systems. It is used to increase denseness of the system. Keeping a high pH by adding NaOH helps command H2S and CO2. Bacterias can be controlled by utilizing a microbiocide additive. 5. Decision Mud control is an of import portion of boring. A good boring fluid design can avoid a batch of work and supply a good status of the wage zone which can better the public presentation of the well. With the development of the engineering for horizontal Wellss, the design of boring fluid truly became a more of import procedure. Mentions: [ 1 ] Lake, Larry W.Petroleum Engineering Handbook. Richardson, TX: Society of Petroleum Engineers, 2006. Print. [ 2 ] Bloys, Ben, Neal Davis, Brad Smolen, Louise Bailey, Otto Houwen, Paul Reid, John Sherwood, Lindsay Fraser, and Mike Hodder. â€Å" Designing and Managing Drilling Fluid. †( Oilfield Review ) , Schlumberger. 1 Mar. 1994. Web. 12 Mar. 2015. & lt ; hypertext transfer protocol: //www.slb.com/resources/publications/industry_articles/oilfield_review/1994/or19940403_drilling_fluid.aspx & gt ; . [ 3 ] Oilfield Market Report 2004. Spears & A ; Assoc. Inc. , Tulsa, Oklahoma, www.spearsresearch.com. [ 4 ] â€Å" Drilling Fluid Types. †Ã¢â‚¬â€œ. Web. 8 Mar. 2015. & lt ; hypertext transfer protocol: //petrowiki.org/Drilling_fluid_types & gt ; . [ 5 ] Lake, Larry W.Petroleum Engineering Handbook. Richardson, TX: Society of Petroleum Engineers, 2006. Print. [ 6 ] â€Å" Drilling Fluids. †AES DRILLING FLUIDS, LLC. Web. 8 Mar. 2015. & lt ; hypertext transfer protocol: //www.aesfluids.com/drilling_fluids.html & gt ; . [ 7 ] Meinhold, Anne.Model for a Comparative Environmental Assessment of Drilling Fluids. Washington, DC: United States. Office of the Assistant Secretary for Fossil Energy ; , 1998. Print.