An Analysis Of The Ub Group United Breweries Marketing Essay

An Analysis Of The Ub Group United Breweries Marketing Essay The inception of UB Group dates back in the late 19th Century in the year 1857. When beer was being distributed using bullock carts in casks and the largest number of customers were the defense personnel. Positive evolution has been undertaken in the company as United Breweries is manufacturing and delivering beer around the whole world fulfilling the customers wants across generations and continents. Today, UB Group records remarkable success over the last 94 years of operation. UB Group is a large Holding Company that majorly owns five companies; United Spirits Limited (USL), United Breweries Limited (UBL), Kingfisher Airlines, Mangalore Chemicals and Fertilizers Limited (MCF), UB Engineering that have seen the company lead in market share worldwide. The companies, United Spirits and United Breweries have attained landmarks with revenue shooting beyond one hundred million. In the same line United Spirits has developed into close proximity to the planets major distiller. United Breweries also has recorded increase sales for the first moment in time that surpass half of market share control in the exceedingly cutthroat brewing space. Other companies too have performed outstandingly well. Propelled by the countrys endeavored growth trajectory growth in Gross Domestic Product (GDP) as well as by quantification of poverty reduction, the company is geared towards attaining higher goals and objectives. The company is led through corporate Governance in light of transparency of high principles through substantial promoter holding constituents of the Board which include four directors. The company enjoys endowment of knowledgeable and distinguished individuals who supplement external and internal perspectives that offer great support to the Board. UB Group reserves a wealth of employee with specialized skills and an undeterred commitment to their jobs allocated. The Group is led by the chairman Mr. Vijay Malaya, who succeeded his father position. He has a wide experience and skill in management having trained in several courses. He is remarkably the foremost Indian to be holder of formula one team. He is the Groups Chairman in India and USA. Consumer diversity is increasingly evolving and businesses have looked for different ways to identify their needs and subsequently satisfy them. Market analysis techniques have intensively and extensively looked into consumer behavior and trend in the market to identify the marketing opportunities and explore them by meeting the desires of customer in a more profitable manner. UB Group has achieved to amass the biggest share of the market in India and the world as well. A deep analysis of the market analysis techniques used by the company will be undertaken to realize the opportunities that the company had realized in its various investments and enhanced service delivery (Kress Snyder, 1994). Market segmentation involves three basic steps in developing a market entry strategy. Although in essence it just groups the market by common features of certain groups with a focus to demography, these steps help in citing the differences correctly. First the customers are grouped according to their needs and reactions to as to categorically know what type of products the market want, how much by what group of customers. This will forge the way forward in the design of the product (Nelson, 2010). UBLs market is projected to expand significantly owing to the fact that Heineken Internal is signing a shareholder agreement, but most contributing factor is the leverage Heinekens distribution strength that will spearhead the marketing of Kingfisher Beer in the chosen International Markets. Second, after determining the wants you determine the segment which you are to deliver your products. Thirdly, you have to lie down and come up with a product portfolio so as to be able to gauge the trend, cost and extent of the product in terms of distribution. Demand has to be looked into in the first steps. Market segmentation gives a more precise data and analysis which to the business is significant in making projections while identifying the real opportunity in the market. There are different means however of how to achieve through a market segmentation, it is fundamentally through the company capability that this can be effectively be achieved. The Group is committed in its involvement in corporate social responsibility. Over the years the company has been keen to endeavor in dealings in the area of Life Sciences that have led to the development of Mallya Hospital at Bangalore that has a touch to the underprivileged in the community by offering them subsidized service. The hospital has owned the reputation of using exceptional medical equipments that translated into quality medical care and the most excellent medical consultants. The hospital has registered significant improvement and development, today, the initially 150-bed hospital has been turned into a 450-bed hospital of which an estimated of 50 beds are set aside to specifically care for seriously ill patients. The company boasts of this community extension service owing to the fact that it was the first Indian Hospital to be awarded ISO 9002 certification. Group Company has taken aggressive exportation as a market strategy for marketing its products rather than partial exportation bearing in mind that it produces different brands, it does not wait for orders but goes to look for them. It has extensively built branches in many parts of the world, other than India, so that it stores its products as it seeks or attends to the demand already identified in the market. The SWOT analysis is a useful tool for understanding markets and subsequent decision making for all sorts of available opportunities in the market. Determination of the Strengths, Weaknesses, Opportunities and Threats are critical in getting a good review of strategy and direction of a company proposition of investment in a market. However, in order to increase on the reliability of the SWOT analysis it is critical that one completes a PEST analysis first. PEST analysis is a fundamental tool in understanding the market opportunities and growths attached to it after ones investments. The acronym stand which implies a critical brainstorming review of the market Political, Economic, Social and Technological factors has proved to be fundamental in assessing organizations markets. It gives the indicators of the challenges and advantages both in political, social and economical aspects of the market. Group Company proved to have ventured in their market through critical review of this using this method as reflected in the success factors and the choice of the countries it has invested in. Its investments in USA for example, was due to their political and economic stability, and an extended hand in the purchasing power of the customers which was intriguing, as reflected in the high success of USL and UBL in America. SWOT on the other hand restrained the company from setting up its manufacturing companies because of the fluctuating economic status of the county. Group Company were able to assess their markets using Porters five forces model that enabled them gauge the markets competitive strength and position. Bearing in mind of the stiff competition, the company innovatively increased its number of brand and ventured into aggressive exportation of its products. It got into partnership with its promoters so as to increase the sales turnover and turned threats of technology obsoleteness by engaging its UB Engineering Company in time to time plant installation and upgrading of plants. The company recognized the existing competitive challenge with its competitors, fully evaluated the threats of the new market identified and the purchasing power of the consumers and threats in terms of the immense range of products in the market, and associated changes in prices that might plunge the company into a loss or closure. The company has the biggest market share because of its accrued single window ventures to invest in the global market. Holding Company of the Group manages stakes in UB group leading companies which are United Spirits Limited (USL), United Breweries Limited (UBL), and Kingfisher Airlines (KFA). Each major investment is prevailing leader in their own market because of their fast increasing segment response to current emerging customer trends. Other than the three above major successful investments, other group ventures in setting up of industrial plants through its engineering company, and in the manufacture pharmaceutical and fertilizers are improving at a gradual rate. This was reflected in the analysis of the size of structure and success of each investment which confirmed a relative relationship to their respective market share. The analysis of the market share of the above investee companies was as follows: The UB Group, being one of the forefronts in terms of branded customer group as indicated above, has dominated the industry in three of its consumer driven investments: alcohol and beverages which is its leading in market share with 30%, dominated in spirits associated with the different brands quality that today it controls 40% of the market shares, and the aviation which is also leading with 45% of the market share. However, UBE, MCF and AVENTIS might indicate less market shares as compared to the former three of 28%, 22% and 15%, but it is also proud to realize such market shares by the company put it among the top service and products providers in their respective markets. United Spirits Limited (USL) has been the leading and the worlds second largest spirit company with consistent domination and a market share of 40%. Offers a wide variety of brands, over 140 and has specialized in a twenty percent of the brands going for multimillionaire ranging from whisky, Brandy, Rum to Vodka and Gin. In the year 2009, the company recorded a turnover of over 90 million in sales revenue. The company has been able to the global market and wins most customers that led to it being voted as the best company and attracted awards across all fields and categories. For instance, instance in June the company was able to win over 108 awards, in all the international wine and spirit contests. The company is thus associated with innovation, the best market entry strategy and market analysis and enjoys being the first single diet whisky manufacture in the whole world. Kingfisher Airline Limited is among the biggest international airline operators serving over 400 flights a day in India and over 2500 flights internationally. KAF constantly dominates 45% of the market with a wide destination networks. Its services range from regional to long-haul internal destination suiting majority of airline customers. Apart from the stylish red interiors in the aircraft that customers enjoy, they are also satisfied with the in-flight entertainment, not to mention the reliable smartly dressed crew and ground staff that meet ones needs on request. For instance, in May 2009, KAL recorded a total of one million international passengers that saw the company realize the highest market share. UB Engineering is has been renown in the market for turning construction investments and building dreams into a reality. The company has strongly focused on, but not limited to, projects in industrial installation, power, fabrication, fire fighting, and agrochemicals. However a deep concentration on erecting plants with speed and efficiency saw its competition on flexibility realize an increased market share. The companys undeterred commitment to compete on quality made it achieve the award on ISO 9001:2000 certification. It has widely built its reputation for effective operation covering fitting, gauging and maintenance of mechanical projects (Janssen, 2004). Today UB engineering records substantial turnovers of Rs. 150 Crore with a rapidly increasing trend, the last realized was Rs.275 Crore. One of the leading International engineering companies in the field of installation of industrial plants that is deeply focused on Trunkey Division for developments in Power generation, Fertilizer quality improvement and manufacture, Fire Fighting, sewage Treatment, Agrochemical production among others. Obstacles The Group Company therefore has been able to win most markets and realize aggressive growth. Its ability to change its products in line with the customers preferences was because it had mastered the market so well. In the 1950s, it expanded from single production of beer to production of spirits and even went ahead to acquire more acquire companies for production. This notwithstanding, the company in 2003, increased its brands and acquires more business for the production of liquor. It was at this time that the company released its most selling brand the Kingfisher. The company has the biggest market share because of its accrued single window ventures to invest in the global market. Holding Company of the Group manages stakes in UB group leading companies which are United Spirits Limited (USL), United Breweries Limited (UBL), and Kingfisher Airlines (KFA). Each major investment is prevailing leader in their own market because of their fast increasing segment response to current emerging customer trends. Other than the three above major successful investments, other group ventures in setting up of industrial plants through its engineering company, and in the manufacture pharmaceutical and fertilizers are improving at a gradual rate. This was reflected in the analysis of the size of structure and success of each investment which confirmed a relative relationship to their respective market share (Janssen, 2004).

How To Make Money Selling Item :: essays research papers

How to make money selling items through internet auctions. Buying and selling things is not new. As a matter of fact, people have been buying and selling things in one form or another ever since time began. It is part of life. We all need or want things that we can not provide for ourselves, so we have to find someone who can supply us with the items, and we pay them to provide us with these items we need or want. Ebay is an online auction service that helps people sell their items to people across the country, or even the globe, for a good profit. So if someone has been trying to sell something through the classifieds in their local newspaper and the item has not been selling, they could advertise it on eBay, and someone could buy it from another state. I want to explain how to sell, make profit, and have many return customers from listing items on eBay.Deciding what to sell is not as easy as it looks. There are two main types of items that can be sold. The first and most obvious are those items that are lying around the house that need to ridden of, like of those CD’s that are not listened to anymore, that old toy gotten as a kid, things like that. These items are great to sell to make some extra money, but they are a one time sale item, meaning once they are sold, they are gone and so is the chance at a recurring income. The second category of items that can be sold is a set of products that I create or buy in order to sell them. These can be a great source of income, things as simple as my mother’s recipe for chocolate chip cookies, an information disk, or book about Beanie Babies. These types of items are things I can sell over and over again. They may not bring in as much money per item as other items, but I can sell them in a great quantity. I want to give a detailed description of the item types that I have just talked about.First, I will take the one of a kind items. These are the items that are taking up space in my closet, the things that I have bought and do not have a use for anymore, or the things I have gotten as presents that have never been taken out of the box.

Analysis of “The Soldier” by Rupert Brooke

â€Å"The Soldier† by Rupert Brooke Analysis â€Å"The Soldier†, is a British patriotic sonnet written by Rupert Brooke in 1914. It expresses love for the mother country which in this case is Great Britain. This poem describes the physical aspects of death and the writer’s opinion of it. Although death is the main point in this poem, it not depicted in a twisted and gruesome manner. Rather, death in this poem is a sacrifice. â€Å"The Soldier† is a patriotic poem. The purpose of patriotic poems during WWI was to motivate people to enlist for the armed forces.It is quite similar to a piece of propaganda, asking in a way for people to join the armed forces; to take his place should he be killed –â€Å"If I should die, think only this of me†. We know that this poem is patriotic because of the last three lines of the first stanza, in particular –â€Å"A body of England’s, breathing English air,† We also know this poem is patr iotic because it was written in 1914, when the war just started and spirits were high. After a while though, the enthusiasm dropped as people began to discover the nasty and cruel conditions of the trenches.By the end of war, famine and constant bomb raids had completely obliterated all signs of patriotism. In the first stanza, Brooke mentions his belief of the physical aspects of death for one’s country. The â€Å"foreign field† is where his body will lay forever. The soil contains the soul of a glorious man who died for his country. Brooke believes that if he dies there, the soil around his body will become a part of England as a result of the purity of his soul –â€Å"That is forever England,† The soldier was brought up by England and as a result, his thoughts and beliefs are both influenced by England.When he dies, all of his evil deeds and sins have been forgiven because he gave the ultimate sacrifice; to die for one’s country. Brooke also bel ieves that, because the motherland was so nice to him, he must give back what she has given to him; that he must lay down his life to ensure that the motherland stays a free country. It is the only thing that he can give back to the motherland to say thanks. Throughout this poem, England is personified as a mother. It demonstrates how important the soldiers of England really are to the country itself.Brooke writes this poem in a patriotic and joyful manner. He does not believe that dying for your country is a traumatic experience. This in contrast to another famously acclaimed poem by Wilfred Owen –â€Å"Dulce et Decorum Est† Brooke believes that dying for one’s country is a brave and honourable thing to do, especially during war. It states that should the person die, he should not be mourned, instead he should be looked upon as a selfless sacrifice to England.Although the poem itself is referring to one person; himself, the title suggests that this poem is repr esenting all soldiers, as when soldiers fight in wars, they lose their identity and become cogs in a big machine. To conclude, Rupert Brooke’s â€Å"The Soldier† is a patriotic poem about a soldier who had great love for his country. Brooke presents this sonnet as a piece of propaganda and encourages people to enlist for the armed forces. This poem describes the ideas of death in a mind of a patriotic person and gives us an insight into Brooke’s style of writing. Overall, this is a poem about honour and glory, about life and death.

How England Caused The American Revolution Essay - 1953 Words

Soon after England established the colonies in the New World, it began a period of salutary neglect. The English rarely intervened with colonial business. It was during this time that the colonies began gradually to think and act independently of England. This scared England, and initiated a period in which they became more involved in the colonys growth. Parliament tried o establish power in the New World by issuing a series of laws. The passage of these laws undermined the Colonists loyalty to Britain and stirred the Americans to fight for their freedom. Before 1763, the only British laws that truly affected the colonists were the Navigation Acts, which monitored the colonys trade so that it traded solely with England. As this law†¦show more content†¦The act stated that any foreign exportation of lumber or skin had to first land in Britain. It also raised the price of imported sugar from the Indies (The American Revolution, pg.74). This act was accompanied by a strict enforcing of the former Navigation Acts due to the sudden increase of smuggling. This enhanced the tension between England and the New World. The law also changed trials for offenders; they were held away from the place of the crime, and the judge was awarded 5% of confiscated goods, increasing the number of guilty sentences handed down (The American Revolution: War for Independence, pg. 96). In reality, the laws were so regulated it was hard not to make an error. The Quartering Act in 1765 was a burden to all the colonists; it required certain colonies to pro vide food and housing to the British Troops on demand (The American Revolution, pg.102). This was viewed by many as an indirect tax, though an inexpensive one. While the previously passed laws caused some protest, the one that brought out the most public opposition was the Stamp Act in 1765. The Sugar Act had failed to produce enough money, and Parliament was forced to pass the Stamp Act. The Act stated that all Americans must used specially stamped paper for printing bills, legal documents, even playing cards (The American Revolution: War for Independence, pg. 103). England saw these taxes as reasonable; after all, the AmericansShow MoreRelatedThe Revolution Of The American Revolution863 Words   |  4 PagesThere are many different views on how the American Revolution came to be and how it actually was. One way is that the colonists that had money and were known as the elite were trying to preserve their power from the British and this is what caused the revolutionary war. Then on the other hand before the revolutionary war occurred when the colonists were being over controlled by the British, then in result of the American Revolution the colonists were able to win against the British and become strongerRead MoreEconomic Causes Of The American Revolution1115 Words   |  5 Pages The American Revolution involved different countries against Great Britain. Economic problems and political disagreements occurred throughout the fight. Debt from the past war and laws that forced ideas and rules upon the colonists angered them. Although the American Revolution had both acts of politics and economics, the war was more of an act of economics than politics. The American Revolution began, before the battles had even started. A lot lead to the revolution, and the economic problemsRead MoreThe French Revolution And The Revolution1221 Words   |  5 PagesFrench Revolution, they immediately think of the country of France and how the Revolution affected it. What most people do not think about however, is how the Revolution affected other countries, specifically the country of England. England was affected positively and negatively by the Revolution in that there was an increase of political involvement, but there was a collapse in the economy due to war declared by France. The French Revolution created a battle of conflicting ideologies in England thatRead MoreThe Main Reason The American Revolution Was Caused Was1395 Words   |  6 Pages The main reason the American Revolution was caused was because the tax of the colonists by the British, in which led the end of the seven-year war of the French and Indian. This issue was more engaged in the North more than the South because of their politician differences. The people that were business leaders, politicians, etc, did not like the situation that was going on they had their particular economy and political interests in enlightenment just to get people the big massesRead MoreEssay on Causes of the American Revolution612 Words   |  3 Pages From 1763, Americans had only to be convinced that an arbitrary ruler- whether Parliament or King-was violating their inherent rights, to feel that rebellion was justified. This conviction was bred in them by the series of events that occurred between 1763 and 1776. 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The most important reason for the Revolution was Americas change in thinking as a result of the EnlightenmentRead MoreCauses Of The American Revolution1008 Words   |  5 PagesThe American revolution, the war that helped make America what it is today. However, America did not become the land of the free and home of the brave overnight. Like many wars before, one single event did not cause the American Revolution. After years of disagreement on how Britain should rule the American colonies, the colonists declared their independence and sparked a revolution. By the late 1600s, England pushed to strengthen their control over the existing American colonies by enforcing mercantilismRead MoreThe Document Common Sense By Thomas Paine1714 Words   |  7 Pageswritten when America was on its way to the American Revolution, but what made Paine write this masterpiece? Paine truly believed that in order to get the freedom they wanted, the thirteen colonies need to break off from England completely. Paine applied â€Å"simple common sense† in the pamphlet to show the people that the only way to protect their rights was to declare independence. His true inspiration was the fact that he really wanted to obtain freedom from England and everything that was going on around

Base Verb Definition and Examples

In English grammar, the base form of a verb is its simplest form. These exist without a special ending or suffix on their own but can be changed and added onto to fit different uses and tenses. A verbs base form is what appears in dictionary entries. The base form is also known as the  plain form, simple form, or stem. Read about how base verbs are used and modified here. Base Verbs Base verbs function in the present tense for  first- and second-person singular perspectives (I walk and You walk) as well as all plural perspectives (We walk, You walk, and They Walk). In other words, the base form serves as the present tense form for all persons and numbers except the third-person singular,  which requires the -s  ending (He walks, She walks, and It walks).  Additional verbs can be created by adding prefixes to a base verb, as in overthrow  and undo. The base form is certainly not restricted to the present tense. It also functions as the infinitive (with or without to-) and the present subjunctive  for all persons including the third-person singular. Finally, the base form is used for the imperative mood.   Base Verb Examples Study these examples of base verbs in different contexts to understand their simplest applications. In the following tenses and forms, base forms require no additions or modifications. Present Tense The present tense is used for an action happening right now. It is one of the most straightforward tenses in English. When I ring the bell, you leave the room.Men live in a fantasy world. I know this because I am one, and I actually receive my mail there. -Scott Adams Present Subjunctive The subjunctive tense, a form used mostly in formal speech and writing, indicates an indefinite outcome. The music teacher insists that John sing.The tour guide recommends that we travel in pairs. In the first example, though the teacher insists, John might refuse to sing. In the second, tourists may choose to disregard the recommendation. Imperative The imperative form is used for commands from a second-person perspective. Its implied subject is the listener or reader receiving the message. Base verbs do not need to be modified to become imperative. Take my car and drive yourself home.Go to the edge of the cliff and jump off. Build your wings on the way down. -Ray Bradbury Base Verbs as Building Blocks As mentioned, base verbs can be combined with suffixes and/or supplemented with additional words to form more complex verbs and phrases. Building-block base verbs can accommodate different tenses and scenarios than base verbs alone. Here are just a few ways that base verbs are used as building blocks. Infinitive A base verb preceded by to forms an infinitive verb phrase.  The addition of to is the only change required in this form and the verb itself does not need to be changed. I want to see the stars tonight.Chefs love to cook even more than their patrons love to eat. Simple Past Tense The simple past tense is used to describe an action that has already been completed and is entirely in the past. I walked to the store for some bread.She ran further than ever before.Base verb: run Past Perfect The past perfect tense denotes an action that occurred before the most recent past action and is only slightly in the past. Most often, had precedes base verbs in the past perfect tense. I had eaten there last year on vacation, but on this years trip, we chose another place nearby.I had walked home after practice yesterday. Present, Future, and Past Continuous Present continuous action is still happening and incomplete. Base verbs in this form take on an -ing to become participles.   I am walking home from school after practice. The same building block base verbs (participles) used in the present continuous tense can translate to the future continuous tense, a tense that describes a continuous action that has yet to occur.  Note that a modal verb phrase sometimes precedes the verb phrase in this tense. I will be walking home from school today.She is going later. The past continuous tense describes something that continued happening in the past. Notice how this is different from a completed action. Base verbs in this tense sometimes require a linking verb. We were walking home when Stan drove by in his truck.   Gerunds The -ing form or the present participle of a base verb used as a noun is called a gerund. Some words such as painting began as gerunds and developed into nouns. These words maintain their ability to function as verbs/gerunds as well. Walking is the best type of exercise.She couldnt choose between swimming and painting.

Contribution and Importance of Literacy Training Program...

â€Å"Literacy Training Service† is a program designed to train students to become teacher literacy and numeracy skills to school children, out of school youth, and other segments of society in need of their need. Literacy is crucial to the success of individuals in both their career aspirations and their quality of life. It is more than a basic reading ability, but rather an indication of â€Å"how adults use written information to function in society.† Strong literacy skills are closely linked to the probability of having a good job, decent earnings, and access to training opportunities. Individuals with weak literacy skills are more likely to be unemployed or, if employed, to be in jobs that pay little or that offer poor hours or working†¦show more content†¦Literacy is a basic human need and human right to knowledge. It has meaning only when it leads to participation in cultural and social activities. It is empowerment which means ability to make decisions and control affairs of ones own life, economically, socially and politically, it is the first step in a life-long earning process of man and women. Life without literacy is life without hope, security and freedom. It is the foundation of all skills and pre-requisite for economic development. Moreover, according to Stromquist (1995) in modern societies literacy skills are fundamental to informed decision-making, personal empowerment, active and passive participation in local and global social community. Literacy is useful at the individual level in inculcating humanistic etiquettes and manners. The human benefits from literature are related to factors such as the improved self-esteem, empowerment, creativity and critical reflection that participation in adult literacy programmes and the practice of literacy may produce. Human benefits are intrinsically valuable and may also be instrumental in realizing other benefits of literacy: improved health, increased political participation and so on (UNESCO, 2006). The most apparent aspects of the human characters influenced by the literacy teaching are the awareness, empowerment and self esteem. Bown (1990) claims that with the acquisitionShow MoreRelatedBusiness Analysis : Telstra, Australia s Leading Organisation Of Telecommunication And Information Services1115 Words   |  5 Pages(http://www.telstra.com.au/aboutus/download/document/sustainability-report-2013-our-people.pdf) employees and an international presence in 15 countries, Telstra strives to change the way people live and work through â€Å"improved and more convenient connection†. They aim to always take put the customer first and constantly provide support for the community in which Telstra operates. Sustainability Social performance Nowadays, the demand for large corporations to contribute to the local community is increasingRead MoreVietnam Education1901 Words   |  8 Pagesin parallel with the need to urgently alleviate poverty and create social equality in differently developed sectors. Beside impacts of integration, modernization, hunger alleviation and poverty reduction, sustainable development requires special contribution of science and technology in order to preserve biodiversity and cultural diversity, conserve natural resources and prevent environment pollution. Today, education is treated by governments and various stakeholders as an investment for futureRead MoreComparative Education13537 Words   |  55 Pagesorganized educational system, which is divided into primary, secondary and tertiary (college) education. Primary and secondary education is usually imparted at public schools although a strong network of private schools also exists. 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It is the propeller as well as the direction provider of the society. Opinions can change overnight and celebrities can become infamous with just one wave by the media. The growth of media as an industry has accelerated over the past few years with new forms such asRead MoreSmall Scale Industry10786 Words   |  44 Pagesitems like hosiery products, garments, leather products, fishing hook etc to more sophisticated items like television sets, electronics control system, various engineering products especially as ancillaries to large industrial undertakings. Nowadays Indian small-scale industries (SSIs) are mostly modern small-scale industries. Modernization has widened the list of products offered by this industry. The items manufactured in modern Small-scale service Business enterprises in India now include

Existential Counselling

Question: The writing of a learning journal on the four existential givens requires the student toevidence knowledge and self-examination and serves as a useful reflective tool.Process:Over the first half of this unit, students will keep a learning journal examining in turneach of the four existential givens:1. death,2. existential aloneness,3. free will and responsibility, and4. the search for meaning. Answer: Existential counselling is a philosophical method which challenges the conflicts and paradoxes of the basic existence of humans. It is more like a way of thinking instead of a hard core philosophical model or technique. It is based on the fact that people make their own choices and have to own the repercussions of the same, even if they are negative ( Yalom, 2002) stated that existential psychotherapy is a dynamic therapeutic approach which emphasize on the relevance of our very core existence. The author went on to say that there are four givens relevant to psychotherapy: the inevitability of death, freedom to make of our lives, ultimate aloneness and the meaninglessness of life. 1. Death: It is inevitable, rightly said by many people. Death can be defined as the cessation or end of vital functions of a living being. I feel that fear of death resides within us every moment we encounter any precarious situation. In perhaps every uncertain situation, I can feel the deep down fear if something deadly or near fatal may happen in future. These premonitions can actually twist heart to the core. However, the mere realization of this ultimate truth can motivate us to pursue a happy life as well. The fear of death has a crucial role in our life; the mere thought of it can haunt us more than anything else. It can be equated to the unsettling existence at the external periphery of consciousness (Yalom, 1980). I can certainly relate to this feeling when I met with a nearly fatal accident and could feel my life going away with every painful second. Echoing the same sentiments, Josselson (2008) shared that the very awareness about the ultimate truth of death can be really difficult to death with. Nevertheless, Yalom (2008) claimed that the anxiety surrounding death surfaces and hides across various stages of the life cycle. I agree with this when I observed a young child playing with a match stick. It can be dangerous for human life but for the child, it was mere an object of amusement, wonder and nothing else. As we grow up in life, we start seeing things from a different perspective altogether. This is probably why I have seen so many of my teenage friends driving their cars at such a high speed. Its possibly the excitement to flirt with the notion of death that drags them to conduct themselves so recklessly. But once people enter adulthood, career and then marriage responsibilities overpower anxiety. After some decades when children grow up and leave them, the mid-life crisis brings back the same death anxiety once again (Yalom, 2008). I feel that people should confront life and death as the ultimate truths of life, but in practical situations, we tend to f orget the truth and get driven towards material things. In the same vein, existentialist philosopher Martin Heidegger (1962) claimed that though physicality of death finishes us off, the concept of death helps us finding peace. I felt the same after the accident I had when struck with the thought of death, I felt the need to add more value to my life by avoiding the trivial issues around and instead embrace the truth. The fear of death is in fact a reminder of life and one must make the most of their time on earth. In some cases, I feel its the reluctance to accept the ultimate truths of life that people feel conflicted within themselves. The real cause of conflict lies between the recognition of the certainty of death and the irrepressible desire to continue living (Spinoza in Elwes, 2008). Its the fear of death that we tend to create illusions around ourselves in the form of defence. But then this faade will fall down sooner or later. Instead of chasing the trivialities of life, I feel the fundamentals about the way of living must be explored. Becker (1973) added that people are consciously alert of the real human condition but they continue living with partial consciousness and hence they indulge in petty social games and play psychological tricks to stay away from the truth of death (Becker, 1973). For instance, consuming drugs and gambling are all deteriorating acts of life, but that is how some people tend to act in their attempt to run away from the realities of life. I have had my good and bad days but what I have come to realize the real value of life and certainty of death. 2. Existential Isolation Isolation means staying physically away from other human beings and the world as a whole (Yalom, 1980). It is noted that departure from others and the world, the feeling of being lonely, is the intrinsic state of the human condition that includes intrapsychic, interpersonal and existential isolation. There could be many reasons for embracing isolation. People have the tendency to increase distance from others to stay alone but this makes them feel compelled to engage with others with more intensity (Yalom, 1980). There are some naturally secludes, but at some level, there is a need felt across to talk to the people. I feel isolation is not meant for all. It all depends on the mental strength of an individual to cut off from others. Yalom (1980) stated that the real disagreement lies between absolute isolation and the desire to become a part of something tangible. Becoming an individual in itself includes embracing an absolute loneliness (Kaiser, 1965). Nevertheless, I have never cons idered it this way as I am surrounded by my family and friends most of the time. They were with me in my moments of glory and in failures, especially when I did not score well in my graduation. However, there are some moments of loneliness, but they are usually filed with other material activities. That is where the major task of existentialism comes into play to give insight into the inner conflict between fusion and isolation. Interpersonal and existential isolation are way stations for each other. Yalom (1980) stated that irrespective of the closeness or attachment individuals feel for each other, there is some unbridgeable gap remaining, and every individual has to enter and exit that on his or her own. The existential conflict lies between the awareness of absolute isolation and the desire to become a part of bigger whole (Yalom, 1980). There are plenty of distractions which lure people into its ultimate comfort choking the voice of ultimate isolation. However, the voice does n ot die as it bursts out in deep sleep waking up to come to the real terms. Josselson (2008) stated that a lot of people deeply feel the fear of existential isolation when the thought of them being forgotten by one and all struck them at the core. It is scary but then it justifies Yaloms (1980) statement that absolute isolation helps us achieve completeness. Instead of running away from isolation into the solace of material possessions and other social activities, I feel people must find some time for them to acknowledge the vastness of existential loneliness. People want others with them during the time of death but by no means, one can deny the truth of solitary death from any individual (Yalom, 2000). Due to isolation, anxiety emerges when an individual accepts the loneliness of death and life. However, reaction may differ for people with different mental strength. I have heard cases of people in trauma who feel trapped in their internal world of psychological and physical pain an d hence tend to behave in a manner to avoid any close possibility of trauma due to external factors. That is where counselling is required to bring forth the concept of existential isolation. Yalom (1980) stated that people burn ego boundaries in their attempt to achieve interpersonal fusion to make cherished life, but people know little that they are using the other person for instant happiness. The ultimate solution relies on the attempt to encounter the aloneness which allows engaging on a deeper level with others (Yalom, 1980). In a clinical setting, it would be seen as a sign of emotional distress and has to be treated with complete attention. Similarly, Yalom (2008) has expressed the need to be transparent with the patients during counselling. Krug (2007), whilst backing Yaloms stand on the same, applauded the contribution made by Yalom in the field of psychotherapy, especially the suggestion to develop a healthy interpersonal relationship with patients using the here-and-now method. 3. Existential Freedom: Free will and responsibility Free well or freedom is desired by all, albeit in different forms. However, Yalom (1980) stated that freedom involves no fixed structure in life that makes every individual responsible for his or her own choices and the subsequent actions. The author added that there is no solid ground beneath the very existence of human beings. I realized the same power of freedom when I was to choose my career. Be it my family or friends, everyone had their own suggestions to influence my choice but the ultimate decision resided within me. The very feeling of free will to decide for your life is an exhilarating experience. Freedom lets people define and design their own destiny and hence the future course of actions. The need to be responsible for the coming life at a very deep level gives a sense of identity and existence in the world. It comes when we start making independent decisions and start accepting its repercussions, good and bad both. As per existential thinkers, every individual owns up the responsibility of creating his or her own destiny, problems, choices, emotions, sufferings and actions (Yalom, 1980). However, its is ironical that human beings blame others for any mis-happening or when something does not go as expected (May, 1999). Even though human being cannot be held responsible for their genetic composition, their origin, family and many other inherent characteristics, their present actions are very much in their own hands. Human beings are solely accountable for the way their life shapes up (Tillich, 1952). Every step taken against the law of nature brings some unwanted result, and this becomes the ultimate cause of pain and suffering. Every action against our very core nature results in negative repercussions such as misery, pain, or any illness in the end (Maslow, 1958). For instance, I have made many hasty decisions in life without weighing down the other options suggested by peers and my family. For instance, selecting the courses for the graduation w as solely my decision which I made without thinking over my real competencies. In the end, it was me who borne the loss and happens to have lost many good job opportunities. Hopelessness occurs when people are reluctant to be ourselves and instead get carried away in the vicious cycle of mindless decision making which only ends at debacles (Kierkegaard, 1954). Freedom is equivalent to being pushed into existence with the absence of human nature as an object of defining the essence of freedom (Sarte, 1949). The core conflict lies between the difficulty in accepting authentic choice and the irrepressible desire of embracing inauthenticity (Sartre, 1949). Echoing the belief of Yalom, Josselson (2008) stated that the universe has no specific design and thus every individual has to write his or her own lives in the way deemed fit whilst owing up the repercussions they may face due to the choices made. It means freedom or free will actually is a scary thing if human beings are left alone with their deeds. Thus, a key existential dynamic is the friction created between the desire to have a strong ground beneath and the actual groundlessness or nothingness of human life ( Yalom, 1980). There are many medical cases wherein patients have suffered from the feeling of groundlessness or existential suffering, and unfortunately, their coping mechanism w hich once worked fails in such situations (Bruce, Schreiber, Petrovskaya, Boston, 2011). Often, the confrontation between freedom and responsibility results in serious health concerns surrounding the personality. Frankl (1977) confirmed that existential analysis brings out the fundamentals of human existence and the meaning of being human in terms of owning up the responsibility of actions. 4. The search for meaning The ultimate question which every individual faces is the real or true meaning of life. An aimless or wandering life can be distressing at some or the other stage. Frankl (1977) asserted that the absence of meaning causes extreme existential stress. Bruce, Schreiber, Petrovskaya and Boston ( 2011) stated that existential distress can be defined as a state of morbid suffering in ailing people and includes issues related with disappointment, discontentment, futility, morose, death anxiety. When an individual is not satisfied with his or her own way of life, it can be very frustrating. This feeling can be very annoying and may cause extreme distress with no hope for a bright life left. Meaninglessness can be defined as the prolonged incapacity to have faith in the truth, relevance, benefit or real value entailed in any of the things an individual is occupied with (Maddi, 1970). Having no meaning to life can cause serious health concerns such as suicidal tendencies, low self-esteem, drug s, cynicism, depression and much more. One possible solution to come out of this dilemma is to develop a transcendental relationship with the divine self (Buber,1965). Cornett (1998) referring to Rollo May (1953) stated that many of the patients suffered from depression with a deep sense of meaninglessness, and thats the reason he titled the 20th century as the Age of Emptiness. The primary trademark sign of depression is the strong belief that there is no meaning to life which in itself is an indication the perception of the self is not central to the life goals (Basch, 1980). By connecting with the higher self, people can search for their true purpose of their life and hence can leverage their efforts towards the direction of achieving the ultimate aim of the life. Frankl (1969) defined meaning in three contexts: contribution towards creative field, experience gained, and stance or attitude against suffering and destiny. It basically entails a clear direction towards an objective destination, absence of which can put one into a confused state in life. As per Yalom(1980), there has been a meaning schema given by the Judeo-Christian religious tradition, which states that the world and human life are connected as per a divine plan. It means all the human beings are subjected to a specific purpose in this world and they are merely acting upon the will of the God. However, there are multiple interpretations to this belief as elaborated by many thinkers during the subsequent years. Szasz (1994) stated that religion has given a definition beyond the finite realm of meaning of life and such consolidated rejection may allow people to accept religious beliefs instead of the reality of death. Frankl (1977) like many other thinkers challenged the very foun dation of religion to solve the existential challenges humans are embattled in. In contrast to the religious connotation, Yalom(1980) claimed that there is no predestined fate and life is germinated in result of random events and human beings have to look deeply into their behaviours to derive a meaningful schema for themselves. In the same lines, Cornett (1998) shared that spirituality is a huge concept and has often been kept at the rim of serious discussions. I feel there is lot of confusion between religion and spirituality and this is possibly the reason why spirituality is kept aside when discussing about clinical therapy. For those who are looking for meaning or purpose, they must engage in some meaning activities with complete devotion albeit without any deliberate attempt to find something magical. References Basch, M. F. (1980). Doing psychotherapy. New York, NY: Basic Books Becker, E. (1973). The denial of death. New York: Free Press. Bruce, A., Schreiber, R., Petrovskaya, O., Boston, P. (2011). Longing for ground in a ground(less) world: A qualitative inquiry of existential suffering. BMC Nursing, 10 (2). Buber, M. (1965).Between man and man. New York: MacMillan. Cornett, C. (1998). The soul of psychotherapy. New York, NY: Simon and Schuster. Elwes, R.H.M. (1955). The chief works of Benedict De Spinoza (ed. 2), New York: Dover Publications. Frankl, V. (1969). The will to meaning. New York: World. Frankl, V. E. (1977). The unconscious God Psychotherapy and theology. London, England: Hodder and Stoughton. Heidegger, M. (1996). Being and Time, trans. by Joan Stambaugh. Albany: State University of New York Press. Josselson, R. (2008). Irvin D. Yalom: On psychotherapy and the human condition. New York, NY: Jorge Pinto. Kaiser, H. (1965). Effective Psychotherapy. New York: Free Press. Kierkegaard, S. (1957). The concept of dread. Princeton, NJ: Princeton University Press. Krug, O.T. (2007). A comparative study of James Bugental and Irvin Yalom, two masters of existential psychotherapy (Doctoral dissertation, Saybrook Graduate School and Research Centre, San Francisco). Maddi, S. (1970). The Search for Meaning in The Nebraska Symposium on Motivation, ed W Arnold M Page (Lincoln: University of Nebraska Press), pp.137-186. Maslow, A. (1958).Toward a psychology of being. New York: D Van Nostrand Co. May, R (1999). Freedom and destiny. New York: W.W. Norton. Sartre, J.P. (1949). Nausea. (A. Alexander, R. Baldick, Trans.) France: Editions Gallimard Szasz, T. (1994). Mental illness is still a myth. New York, NY: Harper. Tillich, P. (1952). The Courage to be. New Haven: Yale University Press. Yalom, I. D. (1980). Existential psychotherapy. New York, NY: Basic Books. Yalom, I. D. (2000). Religion and psychiatry. American journal of psychotherapy, 56 (3), 301-306. Yalom, I. D. (2002). The gift of therapy. New York, NY: Harper Collins