Amy Winehouse Essay Example | Topics and Well Written Essays - 2000 words

Amy Winehouse - Essay Example She was later expelled for piercing her nose and not applying herself. She ventured into the music career at the age of sixteen after her classmate, Tyler James a pop singer, passed her demo tape to A&R recording label. After signing her first recording deal as a jazz vocalist; her music developed into an eclectic mixture of pop, jazz, R&B and soul. After her 2003 album, Frank, hit double platinum status Amy Winehouse began showing up to club and TV performances while too drunk to perform for the whole set and ruined her reputation. She also got into on and off relationship with Blake Fielder, Music video assistant, who introduced her to hard drugs. The couple often fought in public, and their private life involved doing drugs, alcohol and causing self-harm. Her 2006 album Back to Black won her five Grammy awards and earned commendation for her songs including Rehab, Back to Black and Valerie. She passed away at the age of twenty-seven after an accidental poisoning from alcohol. In 2006, she dumped her management company, after the company suggested that she should enter rehab for alcohol abuse. She turned the experience into the song Rehab in her second album, Back to Black. She expressed her refusal to accept treatment for substance abuse. The song remained in top ten list in United Kingdom for some time and earned her an Ivor Novello award for the best contemporary song. The album also won her two BRIT awards for the best female solo artist and the best British album in 2007. The album also hit platinum levels in America in less than a month after winning the BRIT award. In April 2007, she got engaged to Blake Fielder and married in May 2007. She returned to her old habits of substance abuse and on Agust8, 2007 she went into a coma after an overdose of several drugs. Her health began to deteriorate despite her success in music and at a concert in London in June 2008, she punched

Presentation Essay Example | Topics and Well Written Essays - 750 words - 3

Presentation - Essay Example This, as a result, set path for new ideas about seeking to learn a more universally acceptable language, and my passion for learning English was born. It is widely known that English is the most spoken language in the world today, with a large number of countries worldwide using it as their official language. It is also one of the most used media of communication especially in books, music and films to date. These are some of the notable reasons that made it very easy for me to settle with English as my choice of language that I had to learn. The journey to learn English, just like any other new thing, was not easy. For one, this was a time-consuming and equally challenging task especially considering the vast differences in the structure and elements between my native Arabic language and those in English. The virtual lack of a clear correlation between the two meant that I had to place more effort so that I could excel in understanding the new language. I am glad that today I can stand and address people in English, which could only sound like a fantasy to me sometimes back. Today, I want particularly to revisit one of the most interesting and indeed important part of my English learning journey; my first English presentation in school. As a brief description of my background, I joined an English language learning school in the USA where I believed would provide the best environment for learning the language. It is said that if one is to learn a language quickly, then surrounding yourself with the language is the single most efficient method of learning i.e. spending time with people speaking the language, listening to music and watching movies written in the language among others. USA perfectly provided all of these characteristics. The course outline in the language class consisted of presentations sessions where students were put to task in an attempt to

Amy Winehouse Essay Example | Topics and Well Written Essays - 2000 words

Amy Winehouse - Essay Example She was later expelled for piercing her nose and not applying herself. She ventured into the music career at the age of sixteen after her classmate, Tyler James a pop singer, passed her demo tape to A&R recording label. After signing her first recording deal as a jazz vocalist; her music developed into an eclectic mixture of pop, jazz, R&B and soul. After her 2003 album, Frank, hit double platinum status Amy Winehouse began showing up to club and TV performances while too drunk to perform for the whole set and ruined her reputation. She also got into on and off relationship with Blake Fielder, Music video assistant, who introduced her to hard drugs. The couple often fought in public, and their private life involved doing drugs, alcohol and causing self-harm. Her 2006 album Back to Black won her five Grammy awards and earned commendation for her songs including Rehab, Back to Black and Valerie. She passed away at the age of twenty-seven after an accidental poisoning from alcohol. In 2006, she dumped her management company, after the company suggested that she should enter rehab for alcohol abuse. She turned the experience into the song Rehab in her second album, Back to Black. She expressed her refusal to accept treatment for substance abuse. The song remained in top ten list in United Kingdom for some time and earned her an Ivor Novello award for the best contemporary song. The album also won her two BRIT awards for the best female solo artist and the best British album in 2007. The album also hit platinum levels in America in less than a month after winning the BRIT award. In April 2007, she got engaged to Blake Fielder and married in May 2007. She returned to her old habits of substance abuse and on Agust8, 2007 she went into a coma after an overdose of several drugs. Her health began to deteriorate despite her success in music and at a concert in London in June 2008, she punched

Doing Psychotherapy Essay Example for Free

Doing Psychotherapy Essay The book entitled â€Å"Doing Psychotherapy† written by Dr. Michael Franz Basch is renowned as a functional guide that could be used in implementing effective psychotherapy. As such, this book is considered as an insightful composition that is profound in such a manner that it clearly renders factual actions and activities as to how such psychiatric therapy works. Distinct from any other book with the same topic, Dr. Michael Basch’s opus about psychotherapy is not only a representation of his brilliant ideas and views with regard to the relationship between the therapist and its patient but also serves as an essential demonstration of the real occurrence in psychotherapy. Dr. Michael Franz Basch is a Professor of Psychotherapy at Rush Medical College and also serves as a Supervising Analyst at the Chicago Institute of Psychoanalysis (Basch, 1980). In addition to this, he also works as an attending Psychiatrist at Michael Reese Hospital and Medical Center (Basch, 1980). Overview of the Mechanism and Tools The ccomprehensive interpersonal relationship and open communication between the therapist and the patient is one of the major mechanisms presented in the book as this is essential to bring about change. In here, the author gives an emphasis on the behavior of the therapist in which he said that psychoanalyst must not have personal bias and control their emotions against the actions of their client to be able to initiate change in psychotherapy and render positive results for their patients. Moreover, the book has also utilized various system based from reliable clinical protocol without the exclusion of the unavoidable mistakes which the therapist may commit. As such, the book has utilized a profound mechanism in providing the reader a therapeutic discussion through the method used in presenting factual experiences, which essentially occurs in the actual treatment of psycho cases with varying difficulty. Likewise, the author concentrates in discussing the treatment for the patients with light cases that normally receives little concern and are generally disregarded in most of the training guides, but requires essential attention as the personal relationships of these patients are normally unsatisfying, disturbed and habitually unhelpful. Critiques and Concepts Presented In the book, the author clearly states his concept that the quality of the relationship between the psychotherapist and the client is an essential factor in which it has a greater influence in achieving helpful outcomes on the client’s end. As such, this concept tells that a good relationship between the client or patient and the therapist is more inclined to achieve a positive outcome. In addition to this, the author said that in designing psychotherapy, the process of diagnosis must be done accordingly. Hence, the treatment process must be in line with the condition and diagnosis of the client. From a personal point of view, such concepts in psychotherapy may not be as effective as it is perceived by just relying on the stability of relationship between the two parties and the definition of the case. Hence, this should be well-supported with the accorded clinical protocols towards the treatment of psycho disorder. With this, it can be said that a more helpful and positive outcome for the patients as well as for the entire process of therapy is within reach. Conclusion In the end, the approach of Dr. Michael Franz Basch that have developed for the past decades of practicing and teaching in the field psychotherapy is indeed logical and dynamic in which he evidently states that management of the transference relationship is a positive stepping stone for the treatment process. As such, most of his teachings and concepts presented in the book are evidently modern in which his thoughts evades the stiffness that is often associated with the classical psychoanalytical position and seems to be an integration of various techniques from the different disciplines of therapy. Hence, Dr. Basch emphasizes in his concepts that building on the patient’s strengths is more essential and helpful towards effective psychotherapy, rather than concentrating on studying the illness or condition of the patient. Nonetheless, the book â€Å"Doing Psychotherapy† is indeed functional in serving as an ideal guide for the professionals engaged in clinical work. Reference Basch M. (1980). Doing Psychotherapy. Michigan. Basic Books

Strategies for Achieving Sustainable Built Environment

Strategies for Achieving Sustainable Built Environment Energy constraint and global warming are becoming the key challenges encountered by the world today. Major amount of energy is being used by the building sector for achieving comfortable thermal conditions. Fifty per cent of energy consumption is due to buildings. (Melet, n.d., p.06). Demand for Energy is increasing rapidly. The U.S. Energy Information Administration (EIA) in its (IEO, 2011) International Energy Outlook 2011: states that world energy consumption grows by 53% from 2008 to 2035. The U.S. Energy Information Administration (EIA) is the statistical and analytical agency within the U.S. Department of Energy. It studies and broadcasts energy information to make proper decisions regarding energy efficiency, public understanding of energy usage and proper policymaking. (EIA, September 19, 2011). Sustainable and climate responsive architecture offers feasible solutions to these challenges. Since the pre-industrial era Global warming is one of components which led to Environmental Degradation. Global warming which has risen by 0.7 °C since the last 300 years is likely to be increased by up to 8 °C by 2050 according to the (IPCC, 2007). IPCC i.e. intergovernmental panel on climate change is a leading organisation for the assessment of climate change. It also states that almost 90% of the warming in the decent decades is caused by energy related human activities, mainly because of CO2 emissions due to the burning of fossil fuels. (IPCC Fourth Assessment Report, 2007).Thus there is a need for urgent action to design buildings to protect us from the effects of climate change and global warming. We have to know from where we are coming to know where we are going- Charles Correa. There is a need to transform the past knowledge to act as a catalyst for the future. Tradition and Modernity are two sides of the same coin and must be dealt with simultaneously. Some of the Architects who have used this into practicality are given. Hassan Fathy did not use any hi-techniques of air-conditioning, instead according to him it is very important to study and understand natural physical properties of heat, wind and water which are the natural environment controls. It is very important to know how native materials can be improved and developed via new techniques, to meet the present day needs. Francisco Bobby Maà ±osa feels that prejudices against older materials can be overcome and exciting new possibly can be created. Charles Correa via his design philosophy of transfer and transformation re-integrates many older fundamental ideas, into his modern designs, which recognises the problems of today, yet show a deep respect for Indias culture and tradition. (Pearson, 1994, p. 122-124). The new Architecture has its roots deep in Vernacular tradition, which is rich in messages that are becoming more and more relevant to our time- messages that help us remember humility and a belonging to the Earth (Pearson, 1994, p.08). For 100 of years common builders have managed to build using small amount of available energy resources without affecting the surrounding environment, thus using it in a sustainable manner. These practices should be used in the conventional architectural practice of today, which are accountable for Environmental crisis. In the midst of great technological, environmental and political change over the past decades, the vernacular has become highly relevant over the past decades either as a technological example, or as a politically strategic element. Given that architecture is inevitably connected to technological developments, environmental issues and political change, vernacular architecture has thus become a central concept in Architectural theory and Practice. (Arboleda, n.d.). Introduction: The assessment of energy and comfort conditions is the most important factor in determining the architectural process. Energy efficiency and renewable energy are the most important aspect of sustainable design. Even climate and environmental conditions play a major role in a building design. The main purpose of designing a building is to create suitable condition for human comfort. Traditional builders used limited and naturally available materials to achieve comfort and climate was the major contributing factor in traditional building techniques. Due to the ever growing global concern, use of energy and limitation of resources it is the responsibility of an architect to design buildings which are sustainable. For creating sustainable building it is very essential to ascertain the basics from where this science originated. There therefore arises a need to look back in the past as how our ancestors built their own homes taking care of function, religion, social and spiritual values and above all adapting to the climate for making a comfortable living. So it is very important to study from the past traditional structures built by our ancestors without the use of modern technology and to make use of it in the present scenario for making sustainable built environment. The study of history of vernacular buildings has demonstrated throughout that the buildings have prominent sustainability, whilst fanciful architectural forms do not; they are pleasant and are to preserve the cultural messages they convey. (Ryan, 2011, p.51). According to (Arboleda, n.d.), over the last decade Vernacular studies have become established in the mainstream architectural discourse due to the following 3 reasons: Global Communication technologies: Since the 1960s there has been a great awareness among architects because of the easy and extensive access to the knowledge of traditional communities Global Environmental Crisis: Contemporary interest in this subject has arisen due to resource depletion, global warming and energy crisis. Global Politics: Vernacular Architecture is a valuable tool in the ethno politics. It is a key in ethnically sensitive projects, thus maintaining the cultural identity. Due to these ethno sensitive programs traditional elements are used in the making of new structures but by modernizing or re-engineering it, thus making it modern Vernacular or neo-Vernacular. The Meaning of Vernacular Architecture: The term vernacular originates from the Latin word vernaculus which means local, natural or original developed from Verna, meaning native slave or home-born slave. The numbers of factors which define a vernacular building are based upon time immemorial building techniques, use of naturally available materials, also location of the buildings and its usage. It is passed on by the word of mouth, and materials which are readily available. In addition it is a system invented by the local craftsmen and occupier. Vernacular Architecture can also be called as a structure created by an amateur without any education in this type of designing method. Thus it is a traditional method of building which is passed on from generation to generation. The method of constructing is based upon traditional practices and techniques. It is usually built with the help of family, clan or builders in the tribe and reveals a high level for craftsmanship and quality. The function of the building is the most governing factor followed by aesthetic consideration and use of local materials. Geographic environment is a very important factor seen in a typical Vernacular building; a sloping roof surface is made to bear the rainfall, a circular house form to oppose cyclonic winds, a thick flat mud roof for cooler interior space and to take out the heat of the sun, an inner courtyard for open space. In hot and dry climates, for example, buildings were shaded to avoid unbearable summer sun by tall vegetation, rock overhangs, or, in flat deserts, the courtyard building form. They were placed such that they could also receive the pleasant warmth of the winter sun. (Pearson, 1994, p.95). This shows that vernacular methods are the most traditional method of building structures which are responsive to climate. Factors leading to development of Vernacular form: Vernacular buildings are human constructs which are results of the interrelation between ecological, economical, material, political and social factors. (Asquith, L and Vellinga, M (Ed.),2006, p.110) Bakers remarkable work is seen from the way he uses environment, traditional methods, comfort, culture and technology in his works. (Bhatia, 1991 ,p.3) There is an overlapping of traditional techniques of climatic conditions and vernacular styles. Historically, practical devices were slowly embellished and generalised through repetition to become a part of an architectural vocabulary, a process Charles Correa describes one of the generating forces of architecture. Charles Correa tries to incorporate cultural values and traditional techniques in his process of designing considering the lifestyles of Indian people. (Hagan, 2011, p.116) Tadao Andos works shows compositions, which consists of mainly use of simple forms and visible use of concrete material. In most of his works the use of nature, space, character, climate, weather, and cultural background can be clearly seen. He believed that when greenery, water and light is abstracted through nature the form becomes sacred. (Nute, 2004, p.86,87,88) Vernacular architecture is influenced a lot by human behaviour and environment, leading to different building forms for every different context. Thus from the above references it is clear that there are various factors which lead to the origin of Vernacular form: Climate Materials and technology Site features Religion Economics Socio-cultural considerations The factors which directly regulate the form are: Climate Socio-cultural considerations Religion The factors which indirectly relate show that they restrict the evolution of form but do not essentially regulate the form: Materials and technology Site features Economics Materials and technology: It does not necessarily define the form of a house. Even if same material and technology is used in a particular society yet the forms would vary depending upon the function and culture as well. Site Consideration: Site features may restrict the house form but it does not decide the form. On similar site different house forms can be seen whereas on different sites similar house can be seen. Economics: The economy may affect the size of the house or type of materials and techniques used but does not affect the form. A society with same economic conditions may have different house forms due to socio-cultural values. Due to different views and thoughts people with similar economy may choose different house forms. Religion: Religion cannot totally determine the form alone but plays a direct influence in its evaluation. Religion can have a strong influence on the form, plan, spatial arrangements and orientation of the house. Many houses are built according to religious influence of the society. Socio-Cultural Factors: Socio-cultural or traditional methods of using a place can have direct effect on deciding the form of house. Both physical and socio-cultural aspects affect the form. The physical setting may provide several possibilities but actual choice gets restricted due to cultural factors. Climate: It is the most important factor in determining the form. Due to different climate in different countries the form is found to be similar. The poor thermal performance of the building in spite of using technologically advanced environment systems suggests that one needs to consider the physical environment while generating a building form. Aim: To analyse Vernacular architecture in achieving Sustainable Built Environment for Contemporary structures. Objective: To study the origin of traditional houses and examine its sustainability. To study traditional building material, their sustainability and the contrast with modern architecture. To study thermal performance of Vernacular building materials. To study the role of Building regulation in the sustainability of traditional building construction. Research Question: How can traditional methods of architecture be incorporated in modern buildings? How can the revival of the vernacular in the present contemporary architecture help it to become more sustainable inheriting cultural roots? Methodology: Although Vernacular Architecture is emerging as a very developing area of study, still much needs to be done theoretically, metholdologically and through recording and documentation, before applying it to twenty-first century. (Asquith, L and Vellinga, M (Ed.),2006, p.03) Following are the methodologies used for the research. Literature Review: To read and analyse in depth about Vernacular Architecture using some of sources which includes digital media, web sources, books, published journals in related disciplines, scholarly articles and published papers. Qualitative Survey Using Live Case Studies: Conducting the Case study using Collecting the Evidence method is used here. (Yin, 2003, p.83) Sources of Evidences which will be used here are as follows. Historical Documentation- This type of documentation can be done by using data collected through local libraries or other reference centres. The documents could be proposals, progress reports, internal records, newspaper clippings and other articles appearing in mass media or in newsletters. Interviews- It is the most important part of the case study. Structured Questions will be used as a type of interview along the lines of a formal survey. Such survey can be designed as a part of case study and produce qualitative data as a part of the case study. (Yin, 2003, p.91). Here interviews with building industry professionals will take place (if the project is complete) or interview of workers or managers (if the site is an on-going project). Post occupancy questionnaire will be prepared for the present occupiers of the site to know their perception of the site. Post occupancy evaluations provide an indication of major successes and failures in a buildings performance. They can be used to improve and explain the performance of a building and are useful not only to the occupants and owners but also to the designers, who can learn about both their mistakes and successes and can apply these findings to future projects. Direct Observation- It includes field visits to know some relevant behaviour or environmental conditions. Observational evidence is often useful in providing information about the site. Physical Artefact- Here it could comprise of material being used on the site or any other physical evidence to find out the sustainability of the structure. Analysing Case study Evidence- While analysing the interviews and the questionnaire some common topics will be listed and a checklist will be prepared and the selected case studies will be evaluated against the topics in a checklist. Reporting Case Studies: A standard approach called Linear analytical Structure will be used here. It consists of findings from the data collected and conclusions and implications from these findings. Work Plan: Weeks Activity 1-2 Literature review: Understanding the background of the topic reading various books, journal articles etc. 3-6 Historical Documentation: Collecting data from various sources on vernacular Architecture. 7-9 Case study: It includes both interviews and field work which could be done simultaneously. 9-12 Compilation of data: Review all the collected data, edit and compile it and re-phrasing it in the form of a detailed dissertation report. Possible Outcome: The main aim of the research is to manifest and prove that Vernacular architecture is a solution for todays Sustainable Design principles. The vernacular architectural studies will provide useful insights for designing contemporary structures by taking evidences form the Vernacular structures of the past.It also aims to look into strategies which could be cost effective in construction and specification.The final outcome will be in a form of conclusion report from the case studies which will help in designing contemporary structure using climate responsive design concepts. References: Arboleda, Gabriel.(n.d.). Traditional, vernacular and ethnic architectures from http://www.vernaculararchitecture.com/ Asquith,L., Vellinga,M.(Ed.). (2006). Verncaular Architecture in the twenty-first century: theory, education and practice. Abingdon, Oxon., USA and Canada: Taylor and Francis. Bhatia, Gautam.(1991). Laurie Baker: life, work, writtings. New Delhi, India.,London, UK.,USA, Victoria, Australia., Ontario,Canada.,Aukland,Newzealand: Penguin books. Eia Independent statics and Analysis: U.S. energy information administration. (september 19, 2011) from http://www.eia.gov/forecast/ieo/index.com/ Mellet, Ed. (n.d.). Sustainable Architecture: Towards a diverse built environment: NAI Publishers. Nute,K.(2004). Place, time and being in Japanese architecture. New Felter lane, London., USA and Canada: Routhedge. Pearson, David. (1994). Earth to spirit: in search of natural architecture. London, U.K.: Gaia Books limited. Parry, M.L., Canziani, O.F., Palutikof, J.P., Vander, Linden., Hanson, C.E. (Ed.). Climate Change 2007: Impacts, adaptation and vulnerability. Cambridge university press from http://www.ipcc.ch/publications_and_data/publications_ipcc_fourth_assessment_report_wg2_report_impacts_adaptation_and_vulnerability.htm Ryan, Carol. (2011). Traditional construction for Sustainable Future. Abingdon, Oxon., USA and Canada: Spon Press. Susannah, Hagan. (2001). Taking shape: A new contract between Architecture and Nature.Jordan, Oxford: Architectural Press. Yin, R.K.(2003). Case study Research: Design and methods. Thousand Oaks, California., London, UK., New Delhi, London: Sage Publication Inc.

I Know Why the Caged Bird Sings - Storm the Battlefronts :: Know Why the Caged Bird Sings Essays

I Know Why the Caged Bird Sings - Storm the Battlefronts I Know Why the Caged Bird Sings   Maya Angelou's novel is a classic tale of growing up black in the American South in the 1930s and 40s. Even though Marguerite's and her brother Bailey's childhood and early youth are probably far from typical for the average black family of that time, the book nonetheless can be read as a parable of what it meant and still means to be a black person in an overwhelmingly white society. The story is told from a "black" point of view and is thus a more "politically correct" representation of race relationship and prejudice than Harper Lee's equally famous To Kill a Mockingbird. The two children are moved back and forth between their parents and their grandmother "Momma," between St. Louis, Los Angeles, San Francisco and the rural Southern town of Stamps, Arkansas, where they spend the bulk of their childhood. As the owner of a small shop their grandmother is rather well-off for a rural black woman. The children consequently don't suffer from any economic hardships - not even during the worst depression years. Still, I Know Why the Cage Bird Sings is no story about an easy coming-of-age: Maya is permanently puzzled by the adult world. Her grandmother is extremely religious and strict, the children "should be seen but not heard," (p. 34) and she is deeply worried about their relationship to their parents. Worse still, she is raped by her mother's boyfriend while living with her in St. Louis and refuses to talk to anyone but her brother for over a year after the trial. Moreover, she often encounters "white" prejudice, rejection or indifference, when she is working for a white woman or tries to get treatment from a white dentist. The book thus explores a wide range of timeless topics: child abuse, race relations and a lot of important general issues of adolescence such as awakening sexuality, tension between the children and their parents and friendship. Angelou basically tells us the story of her search for her place in the world - in warm and touching prose that makes it possible to identify with her problems, needs and dreams. This personal appeal and the fact that the novel touches a lot of common "black" issues make its ideal for use in the literature classroom - together with To Kill a Mockingbird (even though in a way it directs your reading of I Know. I Know Why the Caged Bird Sings - Storm the Battlefronts :: Know Why the Caged Bird Sings Essays I Know Why the Caged Bird Sings - Storm the Battlefronts I Know Why the Caged Bird Sings   Maya Angelou's novel is a classic tale of growing up black in the American South in the 1930s and 40s. Even though Marguerite's and her brother Bailey's childhood and early youth are probably far from typical for the average black family of that time, the book nonetheless can be read as a parable of what it meant and still means to be a black person in an overwhelmingly white society. The story is told from a "black" point of view and is thus a more "politically correct" representation of race relationship and prejudice than Harper Lee's equally famous To Kill a Mockingbird. The two children are moved back and forth between their parents and their grandmother "Momma," between St. Louis, Los Angeles, San Francisco and the rural Southern town of Stamps, Arkansas, where they spend the bulk of their childhood. As the owner of a small shop their grandmother is rather well-off for a rural black woman. The children consequently don't suffer from any economic hardships - not even during the worst depression years. Still, I Know Why the Cage Bird Sings is no story about an easy coming-of-age: Maya is permanently puzzled by the adult world. Her grandmother is extremely religious and strict, the children "should be seen but not heard," (p. 34) and she is deeply worried about their relationship to their parents. Worse still, she is raped by her mother's boyfriend while living with her in St. Louis and refuses to talk to anyone but her brother for over a year after the trial. Moreover, she often encounters "white" prejudice, rejection or indifference, when she is working for a white woman or tries to get treatment from a white dentist. The book thus explores a wide range of timeless topics: child abuse, race relations and a lot of important general issues of adolescence such as awakening sexuality, tension between the children and their parents and friendship. Angelou basically tells us the story of her search for her place in the world - in warm and touching prose that makes it possible to identify with her problems, needs and dreams. This personal appeal and the fact that the novel touches a lot of common "black" issues make its ideal for use in the literature classroom - together with To Kill a Mockingbird (even though in a way it directs your reading of I Know.

Brewing Change at Breckenridge Brewery Essay -- Case Study, Business M

Brewing Change at Breckenridge Brewery INTRODUCTION Breckenridge Brewery is a craft brewer which was established by Richard Squire. Richard turned his passion for brewing good home made beer into a lucrative business. In 1989, he started his first Breckenridge Brewery and Pub at Breckenridge which has a production capacity of 3,000 barrels per year. During his first two years in business, he sold out the brewery's annual maximum capacity. He opened a second brewery and brew pub in Denver in November 1992. By the end of 1994, even this brewery failed to satisfy the increased demand and plans were made for a new brewery which opened in May 1996 in Denver. This brewery had a maximum output of 60,000 barrels per year after expansion. In the mid 1990s, Breckenridge Brewery started expanding eastwards and their first brewpub outside Colorado opened in Buffalo, New York in December 1995. Five other brewpubs were subsequently opened in other states. However, from its opening till 1997, the brewpubs have not turned in a profit although the main brewery was making money. Richard believes that his vision for the company, a two-tiered concept with a top microbrewery producing fresh, quality beer and a chain of brewpubs, has potential. However, due to the more complex nature of running a restaurant, he believes that the company has yet to figure out how to run its restaurant business profitably. The company is now at the crossroads. Richard is in a dilemma as to whether to continue the brewpub business or to give it up and just concentrate just on brewing beer. He is also unsure about bringing in new leadership to help solve the company?s performance problems. THE EXTERNAL ENVIRONMENT A firm?s external environment is divided into three major areas : the general, industry and competitor environments. Below is an elaboration in further detail regarding the firm?s opportunities and threats in these three environments. Opportunities in the General Environment The United States of America has a population of 260 million people. This is a big market with substantial purchasing power. As of 1997, Breckenridge Brewery has only expanded eastwards and the west side of the country is relatively untouched. According to Exhibit 2 in the case study, there were only distributors in 32 states and that leaves a potential to sell to the other 19 states as w... ... a year. To cater to increased demand, the company can consider acquiring other breweries that are going out of business and that will see substantial savings on capital investments. It will be advantageous for the company if they can project themselves as responsible corporate citizen and an environment friendly company. Social enrichment schemes, recycling schemes and educational funds can be initiated to cater to this cause and long term goal. CONCLUSION Breckenridge Brewery has a strong business in brewing beer. Due to the lack of professional management expertise and venturing into the wrong business, the company has not been able to turn in a profit. It is important that the company try to resolve these problems as soon as possible. Only then, will the company get out of the red and hopefully, move on to a higher level. Works Cited: 1.  Ã‚  Ã‚  Ã‚  Ã‚  Hitt, Ireland and Hoskisson (2005), Strategic Management : Competitiveness and Globalisation, 6th Edition, Thompson & South-Western. 2.  Ã‚  Ã‚  Ã‚  Ã‚  Thompson and Strickland (2002), Strategic Management: Concepts and Cases, 13th Edition, Chicago Irwin Publications. 3.  Ã‚  Ã‚  Ã‚  Ã‚  Yip, G.S (2003), Total Global Strategy, Prentice Hall.