Is PAWS Real or Just Another Relapse Excuse

Is PAWS Real or Just Another Relapse Excuse Addiction Alcohol Use Withdrawal and Relapse Print Is PAWS Real or Just Another Relapse Excuse? Post Acute Withdrawal Syndrome Blamed for Many Relapses By Buddy T facebook twitter Buddy T is an anonymous writer and founding member of the Online Al-Anon Outreach Committee with decades of experience writing about alcoholism. Learn about our editorial policy Buddy T Medically reviewed by Medically reviewed by Steven Gans, MD on November 26, 2016 Steven Gans, MD is board-certified in psychiatry and is an active supervisor, teacher, and mentor at Massachusetts General Hospital. Learn about our Medical Review Board Steven Gans, MD Updated on June 04, 2019 Sleep Disturbance Is a Symptom of PAWS. © Getty Images More in Addiction Alcohol Use Withdrawal and Relapse Binge Drinking Children of Alcoholics Drunk Driving Addictive Behaviors Drug Use Nicotine Use Coping and Recovery Post-acute  withdrawal syndrome (PAWS) has been cited for many years by members of the recovery community as a major cause of relapse for those who are trying to remain clean and sober. After recovering alcoholics and addicts get past the stress and severity of the initial acute withdrawal symptoms of early abstinence, some experts say, another group of symptoms comes along that are uncomfortable or aggravating enough to prompt some to relapse merely to relieve those nagging symptoms. But, the phenomenon also known as protracted withdrawal syndrome or simply prolonged withdrawal is not without some controversy. PAWS is not an official medical diagnosis and its not found in the Diagnostic and Statistical Manual of Mental Disorders. There are very few published scientific research studies that even confirm the existence of PAWS and there is a particular lack of any recent research about post-acute withdrawal. Controversy The shortage of scientific evidence and the exclusion from the diagnostic manuals of the syndrome has caused some confusion in the mainstream medical community as to whether PAWS is a real phenomenon, or simply a popular excuse for a relapse. Others have questioned if the so-called syndrome actually exists or is an invention of the professional alcohol and drug treatment industry to try to justify a need for their long-term services. For those who have experienced the unexpected symptoms of PAWS, however, post-acute withdrawal syndrome is indeed very real. How to Recognize Signs That Can Lead to a Drug or Alcohol Relapse Parameters One study was specifically conducted to determine if PAWS should be included in the DSM-IV. After a review of the existing literature at the time, Satel and colleagues at Yale University School of Medicine concluded that the diagnosis should not be included. But, the Yale scientists came to that conclusion, not because the syndrome does not exist, but because of methodologic limitations of the studies and lack of consensus definition of the term itself. Studies that did consistently describe symptoms extending beyond acute withdrawal failed to conclusively demonstrate protracted withdrawal from alcohol and opiates because they did not: Do multiple time-point samplingUse standardize instrumentsUse control groupsRe-administer the substance to suppress the symptoms While methodological issues may have excluded PAWS from the DSM, there is research suggesting that the syndrome exists and can contribute to relapse. Research Although few studies over the years have agreed on the exact definition and parameters of protracted withdrawal, some investigators have documented some of the symptoms associated with the syndrome. One German study found that long-term alcohol use tends to inhibit the effects of certain chemicals in the brain (atrial natriuretic peptide) and those effects remain diminished weeks after abstinence. This resulted in an increased craving for alcohol and increased feelings of anxiety during protracted withdrawal. A long-term study at Johns Hopkins University of 312 abstinent alcoholics found that some of the more demoralizing symptoms of withdrawalâ€"guilt, depression, interpersonal sensitivityâ€"decreased progressively with prolonged abstinence, but in some cases could take 10 years to return to normal levels. Authors of the Johns Hopkins study concluded that their findings were consistent with the concept of a protracted withdrawal syndrome. Why Post-Acute Withdrawal Syndrome Can Be a Barrier to Recovery Causes As the symptoms of acute withdrawal in early abstinence begin to diminish and stabilize, the symptoms of post acute withdrawal begin to appear, usually between seven and 14 days into sobriety. Long-term alcohol and drug use can cause chemical changes in the brain. When someone suddenly stops using, the brain must re-adjust to being without those substances. How long this adjustment lasts can depend on how much damage prolonged substance abuse did to the bodys nervous system. The process of the brain adjusting to being without drugs or alcohol can be aggravated by the stress of trying to maintain abstinence after years of drinking or doing drugs. Because many people in recovery used alcohol and drugs to deal with stress in the past, any stress they experience while trying to remain sober can make their protracted withdrawal symptoms worse. Recovery experts believe the severity of post-acute withdrawal symptoms depend on upon two factors: the amount of damage alcohol and drug use did to the nervous system over the years and the amount of stress the person experiences during recovery. Symptoms People who experience post-acute withdrawal syndrome describe the symptoms as coming in waves or being on an emotional roller coaster of ups and downs. Recovering alcoholics and addicts, weeks into abstinence, report having these kinds of symptoms: Unstable and Unpredictable Moods: One of the most common symptoms reported by people suffering from PAWS are mood swings or unpredictable changes in their mood. They report sudden feelings of overwhelming depression without any reason or provocation, while later experiencing excited bouts of anxiety or agitation. Anhedonia: Anhedonia is losing interest in things that you previously enjoyed doing, sometimes described as having your ability to feel pleasure turned off. In extreme cases, anhedonia can extend to losing interest is pursuing basic needs, like eating. Intensified Emotions or Feelings of Numbness: This symptom can vary widely in recovering individuals. Many tend to overreact. Sometimes they can become overly excited and excessively angry over small matters, then go into a stage of not feeling any emotions at all. Some describe it as being empty or numb inside. Inability to Concentrate or Think Clearly: People experiencing protracted withdrawal will many times not have the ability to solve even simple problems due to their inability to think clearly. They report difficulty concentrating and sometimes its because they find it hard to think about anything but the fact that they are not drinking or using drugs. Rigid or repetitive thinking is also common. Poor Coordination and Clumsiness: This symptom is not as common as some symptoms of PAWS, but it is a serious one. Some people  in protracted withdrawal experience dizziness, slow reflexes, coordination problems and trouble with balance. People who experience stumbling and clumsiness during prolonged withdrawal can appear to be intoxicated when they are in fact abstinent. Sleep Disturbances: Probably the PAWS symptoms most responsible for relapses are those related to sleep disturbances. Not only do they find it difficult to fall asleep, but they will also find their sleep is interrupted. Many report having their sleep disturbed when they wake up after having a using dream in which they used alcohol or drugs. Strong Cravings: This, of course, is another reason that many trying to quit decide to relapse. Even after weeksâ€"and sometimes yearsâ€"of abstinence, people in recovery can suddenly experience strong cravings for their drug of choice. Increased Sensitivity to Stress: One unexpected protracted withdrawal symptoms for many recovering addicts is an increased sensitivity to stress and stressful events. Some report that they not only more easily stressed, but can become overwhelmed by even slightly stressful situations. Treatment experts believe that this hypersensitivity to stress can exacerbate all the other post-acute withdrawal symptoms. Signals of a Mood Disorder It is important to note that several of the symptoms of PAWS described aboveâ€"such as unstable moods, anhedonia, impaired concentration, and sleep disturbancesâ€"may also reflect a mood disorder like major depression. Mood disorders can often co-occur with substance use. If these symptoms persist, are severe, and particularly if they are accompanied by suicidal thoughts, a psychiatric evaluation should be sought. Coping Although information about post acute withdrawal is somewhat sparse in the scientific literature, it is well documented in the recovery community. Those who treat withdrawal symptoms and try to prevent relapse are very familiar with prolonged withdrawal. If you have gone through a professional treatment program or have been a member of a support group such as Alcoholics Anonymous in the past 20 years, you have probably heard a lot about post acute withdrawal syndrome. Best-selling author and internationally recognized substance abuse expert Terrence T. Terry Gorski literally wrote the book on post-acute withdrawal. His book, Staying Sober: A Guide for Relapse Prevention (buy it on Amazon) not only describes the syndrome in detail but outlines ways recovering people can cope with PAWS. Education: According to Gorski, the key to not letting protracted withdrawal symptoms result in a relapse is to educate yourself about the symptoms so that you know what to expect, prepare yourself to deal with each symptom as it arises, and develop a plan for handling stress without drugs and alcohol. Conditions that put you at high risk of experiencing post-acute withdrawal symptoms are usually lack of care of yourself and lack of attention to your recovery program, Gorski wrote. If you are going to recover without relapse you need to be aware of stressful situations in your life that can increase your risk of experiencing PAWS. Stress Management: Since you cannot remove yourself from all stressful situations you need to prepare yourself to handle them when they occur. It is not the situation that makes you go to pieces; it is your reaction to the situation, Gorski said. Bob Carty, director of clinical services at Hazelden in Chicago, agrees that knowing what the protracted withdrawal symptoms are is important to learn how to manage them. Successful management of your alcohol or drug withdrawal symptoms will help you feel better physically and emotionally, improve your self-esteem, and reduce your risk of relapse, Carty says on the Hazelden Betty Ford website. Symptoms  Management: Because stress can make PAWS symptom more intense, learning to manage stress can help you control your post-acute withdrawal symptoms, Gorski said. Tips for Managing PAWS Symptoms According to Staying Sober these are tools that you can use to control withdrawal symptoms:Identify your sources of stressDevelop decision-making and problem-solving skillsMaintain a proper dietExercise regularlyDevelop regular habitsKeep a positive attitudeLearn relaxation skills Both Gorski and Carty agree that talking about your symptoms and stress triggers with someone you trust, such as a counselor or an A.A. sponsor, can help you cope with prolonged withdrawal. Telling others about what you are experiencing can help you see the situation more realistically. Duration Some people who quit alcohol and drugs never experience post-acute withdrawal symptoms at all, while others can still face some symptoms years into abstinence. The amount of time the symptoms can last can also depend on the type of drug from which you are withdrawing. Recovery experts say that patients abstaining from alcohol and opiate-based painkillers will typically experience post-acute withdrawal from six to 24 months. However, there are reports of people abstaining from benzodiazepines who can experience some symptoms 10 years later. The symptoms of PAWS typically grow to peak intensity over three to six months after abstinence begins, Gorski said. The damage is usually reversible, meaning the major symptoms go away in time if proper treatment is received. So there is no need to fear. Help for Post-Acute Withdrawal Syndrome

A Look At The Photo And Video Images From The Vietnam War

A look at the photo and video images from the Vietnam War reveals a confusing picture. On the one hand, there are South Vietnamese soldiers, members of the Army of the Republic of Vietnam (ARVN), cheerfully working with American troops and often commanded by American ‘advisors.’ In contrast, other South Vietnamese men and women attacked any Americans that they found vulnerable; these were the Vietcong, the freedom army that fought in alliance with North Vietnam for ‘liberation’ of the South from ‘imperialism.’ So, the War in South Vietnam was politically a complex one, with many opposing factors and interests. In consequence, the relationship between the South Vietnamese people and the American population in the country was a complex†¦show more content†¦The Vietnamese people fought a bitter war to free themselves from French imperial rule, and saw the war end with the division of the country into the Communist North and the free South. Later, when American people came to Vietnam in large numbers, the Vietnamese saw rich, technologically advanced white people intruding into their country. They saw another version of the French, another white imperialist, and this contributed to feelings of resentment against the Americans that they encountered. In addition, the average South Vietnamese person had a longing for the reunification of Vietnam, for the joining of North and South. Since the North was fighting for the reunification of the country (under its rule) many South Vietnamese sided with the North, for the sake of reunification. Others sided with the North for the communization of the South. Some sided with the North for both reasons. These people opposed the American presence, and thought to harm any American that they saw, for the simple reason that the policy of America was to prevent both communization and reunification with the North. Those who felt most strongly about reunification or communization, or both , joined the Vietcong, a freedom organization that among other things killed as many Americans --- civilian or military --- that they could. On the other hand, many South Vietnamese feared communist rule, and did not want reunification with the North at the price of being communized and ruled by a

Affect vs.Effect How to Choose the Right Word

The words affect and effect are often confused because they sound alike and have related meanings, although theyre used differently. In most cases, affect is a verb and effect is a noun. How to Use Affect As a verb, affect has several meanings. The first and most common is, to influence, create a change, or alter something or someone. Affect also means to pretend to feel something (to affect sadness). In its original sense in Middle French, affecter meant to have a sad or unfortunate impression on, and when affect stands unmodified, it does typically mean to sadden. In psychology and psychiatry, the term affect (with stress on the first syllable) is also a noun with the technical meaning an expressed or observed emotional response. However, this term seldom appears in nontechnical writing. How to Use Effect Effect, on the other hand, is usually a noun meaning the result or consequence of some action or event. The noun effect also means something thats intended to create a particular impression or feeling, as in the effect of flying. And it can mean to make operative, as in the law will take effect in January 2022, as well as to have an operative influence on, as its used in side effect or aftereffect. In addition, it may function as part of a well-established compound noun such as Doppler effect or greenhouse effect. The main confusion happens when effect is used as a verb, meaning to cause. The difference is the strength of the verbs: to affect change means to have an impact on change, while to effect change means to create it. Examples The following are examples of when you might use the verb affect to mean influence: The heat affected my ability to think clearly.The sportsman was not affected by the crowds booing in the stadium.Adverse publicity affected the outcome of the election.Volcanoes can temporarily affect the quality of the atmosphere. Affect can also mean to put on or assume: Jane affected disdain for Pavel that she did not, in fact, feel.When you attend parties at the White House, you should affect an air of cool sophistication. Use the noun effect to describe an outcome or result: The extreme heat had a devastating effect on my garden.The effects of the Black Death included the reduction of the population of Europe.One side effect of the medication is drowsiness. Use the verb effect to mean to create, make happen or bring about: If you want to effect change in Washington, you have to vote.It is time to effect  a revolution in table manners.It looks to me as if we have effected a tactical surprise. How to Remember the Difference The main difference between the most common uses of affect and effect is the part of speech. As Brian Klems points out in a Writers Digest column, affect is an action, and both words begin with an a; an effect is the end result of an action, and both begin with an e. Sources Affect; effect. The Chicago Manual of Style. 16th ed., University of Chicago Press, 2010, p. 264.Fogarty, Mignon. Affect Versus Effect. Grammar Girls 101 Misused Words Youll Never Confuse Again. New York: St. Martins Griffin, 2011. p. 12.Klems, Brian A. Affect vs. Effect. The Writers Dig, 22 Jan. 2013.

The Impact of Technology in Developing Effective Teamwork...

Developing Effective Teamwork in Organizations: Teamwork is one of the most important elements for the effectiveness of an organization in achieving its goals because people are an essential building block of total quality management within the organization. Actually, the main responsibility of the achievement of quality lies with the individual or group carrying out the organizational activities and processes. The importance of teamwork in an organization is evident in the fact that the complexity of organizational processes requires individuals and groups to tackle the activities efficiently. However, teamwork in an organization is achieved through proper strategies, mechanisms, and structure that are implemented carefully and efficiently. For instance, effective teamwork requires employees to engage in organizational processes with the commitment from senior managers. Nature of Groups and Group Behavior within Organizations: Organizations are usually characterized by different groups who interact in a way that every individual plays a significant role in the achievement of the goals and aims of the organization. Groups are established in an organization for several purposes including helping the organization to achieve important tasks and promoting the maintenance of high-quality workforce through satisfying the needs of the members (McCuddy, 2003, p.4). Notably, these groups are generally divided into two major categories i.e. formal and informal groups that areShow MoreRelatedA New Enterprise Resource Planning System1627 Words   |  7 Pagesregard to the organization as a whole, as opposed to smaller changes within an organization, such as adding a new person or adapting a new program. 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Federalism in America and India free essay sample

Thereby both countries had attained dominion status in which a number of smaller states had got affiliated forming a union with a strong central government that came to be called as Federal Government in the US and Central Government in India. Thus both states became Federal Republics. While framing the Indian constitution, its drafting committee headed by Dr. Ambedkar, had borrowed many salient features from various constitutions in the world including US but adopted them in the Indian context. Hence, both U. S and India, despite being federal in structure have many similarities and differences between them. Similarities between US and India:- 1) Written constitution:- Both US and India have a written constitution based on which the federal political structure has been set up and both federal governments are functioning. Both constitutions have provisions for amending the constitution to meet the growing socio, political and economic needs and demands of their respective countries. 2) Bill of Rights and Fundamental Rights:- The US constitution has ensured the fundamental rights of its citizens like right to equality, freedom, right against exploitation, freedom of religion, cultural and educational rights, right to property, and right to constitutional remedies etc through ‘The Bill of Rights’,. They became part and parcel of the US constitution through first ten amendments that were carried out and adopted into the US constitution. The Indian constitution has guaranteed the fundamental rights of the people through articles 14 to 34 in Part III. ) Supremacy of the Federal or Union Government:- Both countries have federal governments at the centre in which various states have acceeded to. In the US as many as 50 states have joined the federal government and in the Indian Union as many as 29 states and 8 Union territories have acceeded to. Both in US and India, states which have acceeded to the Federal set up have no unilateral power to secede from the Federal Government or the Union Governme nt. While Federal Government or the Union Government as well as the states are empowered to enact laws on a particular subject,(known as concurrent powers),the law enacted by the Federal or Union Government will have overriding effect over the law enacted by the states on the same subject. Thus Federal or Union Government is supreme in the present federal structure. 4) Division of Labor and Separation of Powers:- Adhering to Montesquieus theory of division of labor and separation of powers, both US and Indian constitutions have three basic divisions with regard to division of labor and power in their federal set up known as executive, legislature and judiciary with clear cut ‘Separation of Powers’ Each division has been entrusted with a separate power. The executive governs the country, the legislature enacts laws and the judiciary administers justice. President of US is the chief executive head of US, whereas the Union cabinet headed by the Prime Minister is the real chief executive body in India. Both US and India have a bicameral legislature. US legislature has an upper and lower house known as the House of Senate and the House of Representatives respectively and the Indian Parliament has Lok Sabha and Rajya Sabha as its Lower and Upper house respectively. Both US and India have a well organized judiciary, having the Supreme Court or the Federal Court as the apex court and a number of other courts in various states to administer original and appellate jurisdictions. 5)Powers of Checks and Balances:- Though there exists a clear cut division of labor known as separation of powers into executive, legislature and judiciary in both countries, still there is a threat. to democracy. A strong and dynamic leadership at the helm of powers as the executive and acting with unlimited powers may lead to arbitrariness. After all power corrupts power; absolute power corrupts absolutely; in the result democracy may become a laughing stock and virtually unworkable. Hence, in order to prevent unwieldy growth of any one of these three divisions, a fantastic mechanism known as powers of ‘checks and balances’ has been maintained in both countries. In other words, each division of power is somehow or other checked and controlled by other divisions of power. In the US, the President as the chief executive power appoints his members of ‘Kitchen Cabinet’ and he is the Supreme Commander-in-Chief of Army,Navy and the Air Force. He appoints the Chief Justice of the Supreme Court of the US. He enters into treaties with other countries. However, his treaties must be approved by the House of Senate. Otherwise, the treaty will not come into force. Though President Woodrow Wilson was the chief architect of the League of Nations that came into being after the first world war,US could not become a member of it since the House of Senate did not approve it. Thus important policy decisions must be necessarily approved by the House of Senate, which definitely acts as a check on the powers of US President, who is the head of the executive. Similarly laws enacted by both houses may be subjected to the power of Judicial Review and can be declared null and void by the judiciary. The President can be impeached and removed from power on the motion moved by the House of Senate in the presence of the Chief Justice of the Supreme Court of the US. Similarly in India, the Prime Minister and his cabinet can be removed from power by a successful no confidence motion passed by both houses of parliament. The important policy decisions taken by the cabinet headed by the Prime Minister, if necessary has to be enacted into laws only with the requisite majority of the parliament. The laws enacted by the parliament. re subject to the judicial review of the Supreme Cour of India. The Chief Justice and other Judges of the Supreme Court are appointed by the President as recommended by the cabinet and the Prime Minister. Thus the powers of checks and balances have been the effective mechanism both in the US and in India in safeguarding the democracy in both countries. Differences between the federalisms of US and India:- The differences that exist between the federalisms of US and India are unique. These differences have been wantonly created by the architects of the Indian constitution. The US federalism is very strong and more rigid as envisaged in their constitution by its leaders. It is more federal than unitary. in character. Whereas, India is more unitary than federal and we can even say that it is a quasi-federal state. 1) The Constitution of US is very rigid than the Indian Constitution:- i)The constitution of US is very brief and rigid running into only a few pages, whereas the constitution of India is very voluminous containing as many as XXII parts, 395 articles and ten schedules. Since the US constitution is very rigid, the provisions meant for amending the constitution are also very rigid and more formal. The last amendment carried out in the US constitution was in the year 1992. Between the period 1989 and 1992, the US constitution has been amended only 27 times, in which the 21 st amendment was to reverse the 18 th amendment Whereas, the Indian constitution which came into force in the year 1950, has so far been amended 94 times. Therefore, it is easy to amend the Indian constitution, since it involves four different types of procedures which are comparatively easy than the amending procedure of the US constitution. For example, recently, the salaries and allowances of the Indian MPs have been hiked through a voice vote of the members of the Indian Parliament, whereas in the US, the 27 th amendment originally proposed on 25th September, 1789, was ratified on May 7 th, 1992, regulating the provision for varying the compensation of the members of the House of Senate and Representatives. i) In the US, though there is a Federal Constitution, all the states affiliated with the Federal Government,owing their allegiance to the Federal Constitution, have their own constitutions to regulate their own governance. In India, all the states affiliated with the Indian Union owe their allegiance only to the Indian constitution and do not have their own constitution; however, each state is empowered to enact its own laws inc luded in the state as well as in the concurrent list of the constitution. ) While US has the Presidential form of Government, India has the Parliamentary form of Government:- In the US, the President is the head of the state and so his government is invariably mentioned as the Presidential form of government or democracy; In India, the President is only a nominal head or titular sovereign power;( dejure sovereign),whereas the Prime Minister and his cabinet is the defacto or popular sovereign in whom the real power exists. In the US, the President is popularly elected ,besides chosen through an electoral college. However, nominating a candidate for ontesting the Presidential election by a political party in the US is a cumbersome process. This process is comparatively simpler than the Indian system of forming the cabinet and electing the Prime Minister from a party which enjoys a majority of elected members of the Lok Sabha. While the US follows the bi-party system, India has a multi -party system and a complicated process of election. While the US President holds power for a period of 4 years,while the Indian Prime Minister holds power for five years as long as his political party enjoys majority in the Lok Sabha. However, the US President irrespective of his affiliation with a political party, Republican or Democrat and irrespective of his party’s success or failure in the elections for the House of Representatives or the House of Senate, holds power for his full tenure. A person in the US can hold the post of President only for two terms, whereas, in India there is no such restriction to hold the post of a Prime Minister or President. For example, Nehru was the Prime Minister of India between 1947 and 1964 for a period of 17 years. The Indian cabinet and the Prime Minister are collectively and directly responsible and answerable to the parliament and indirectly to the people, whereas, the US President has constitutional obligations and duties and of course answerable to the people. For the dereliction of duty and blunder committed by a cabinet minister in India, the Prime Minister and his entire cabinet colleagues are liable,responsible and answerable, because they have collective responsibilities. 3) Differences between the legislatures of US and India:- In India, the lower house or the Lok Sabha is more powerful and its members are directly elected by the people and the members of the Upper house or Rajya Sabha are indirectly elected every two years. The Lok Sabha members represent their constituencies on the basis of their population strength; In the US, the House of Representatives are elected on the basis of the population strength of a state, but irrespective of the size of the state or its population, each state in the US has only two senate members, totaling 100 members in all in the US. While the Lok Sabha or the lower house is more powerful in India, the House of Senate or the upper house is more powerful in the US. While a Senate member in the US is directly elected, a Rajya Sabha member in India is indirectly elected by a system of proportional and transferable voting system. 4) Differences in the judicial system between US and India:- While the US has an advanced judicial system, India has a rapidly developing judicial system. An accused or a witness in the US can depose from the place where he is imprisoned, thereby avoiding unnecessary travel all the way from Chicago or Los Angels to New York using the advanced technology. Such facilities are yet to develop in India. While a Judge in the US can hold his post for life as long as he enjoys his good health, in India it is slightly different. A District judge unless elevated retires at the age of 58, a High Court and a Supreme court Judge retires at the age of 65. Thus both the US and the Indian Federalism despite having limitations are by and large successful.

Zara Marketing Plan Essay Example

Zara Marketing Plan Essay General introduction (including a concise consumers and category market/ trend overview) Entry mode -The suitable mode of entry for Zara to enter the clothing industry in Vietnam is franchising. -As Vietnam’s joint venture regulations are strict; the Vietnamese investors must own at least 51% of the enterprise’s capital. This will create some difficulties to Zara in term of controlling the business. Therefore, franchising is more suitable because the mode of entry is suitable for entering a small country and subject to significant cultural differences from Zara’s home base (Spain) as Vietnam. -In term of financial, franchising creates another source of income for Zara, through payment of franchise fees, royalty and levies in addition to the possibility of sourcing private label products to franchisees. In term of strategic, franchising can be Zara’s mean of spreading risk by multiplying the number of locations through the franchisees’ investment. SW OT analysis Market segmentation and targeting Segmenting and Targeting the market* -Zara’s target customers are paying attention in high trends and want to have the latest fashion trends. -Geography, demographic, psychographic, benefits, and usage rate are the main bases for segmenting consumer markets. -Demographic segmentation plays a big role for Zara. It includes gender, age, ethical norms, and family life cycle. -Zaras target market is mostly women and fewer men. Zara designs more clothing for women. -It is focused on people of different age, including generation X and Y. Those who earn enough money and are able to buy clothes from Zara shops. Positioning the company* -INDITEX currently runs 5154 stores segmented into eight branded chains: its flagship brand Zara5, Pull amp; Bear, Massimo Dutti, Bershka, Stradivarius, Oysho, Zara Home and Uterque. Zara has positioned its brand to deliver the latest fashion, well made, at a price that makes it attainable by millions of people. -ZARA is positioned more fashionable compare to its competitors but surprisingly with a relatively low price behaviour. Estimate market share Marketing objectives Set marketing objectives* *  · Fast lead time – differentiating the design, manufacturing and distribution progression keep costs down by keeping stocks low products are available on the shopping floor and regularly replaced, given the short life of items *  · Fast fashion – used information technologies and groups of designers through point of sale system into what the shops sell as their feedback is sent back to the head office *  · Brand name more well-known – international expansion (stores, distribution centres) *  · To deliver the right product, so that make sure meet the needs and expectations of specific target customer segment *  · Provide quality clothing and customer service at a reasonable price Marketing mix strategies According to Kotler, Keller and Burton (2009), marketing mix strategy is required to expand the segment positioning strategy, which includes all aspects such as product, price, promotion and place. Zara sells a largely homogeneous product for a global market (Flavian and Polo, 2000). Nevertheless, there are some adjustments in its marketing mix because of the customer’s size differences in Asian countries (Monllor, 2001). What differentiates Zara’s business model from that of its competitors is the turnaround time, and the store as a source of information. Zara’s strategies like just-in-time manufacturing, delivery and sales, flexible structure, low inventory rule, quick response policy and advanced information technology enable a quick response to customer’s changing demands (Castellano, 1993, 2002) Product and Brand Strategy Brand strategy raised its brand awareness by adopting several new brand strategies, for example, offering ultimate fashion at a low cost. educate this market and influences consumer shopping habits (Blanco and Salgado, 2004) to achieve the word of mouth throughout consumers and build positive brand equity. use social media such as YouTube, Facebook, and Twitter as a good communication channel to its consumers and a tool to develop brand community. not only focuses on customers but also its employs by applying internal branding, which prods its staff to better understanding, managing and delivering Zara brand. Product strategy Product strategy is one of key elements of a brand strategy that leads to the success of a brand strategy. create its culture to customers: â€Å"you better get it today because you might not find it tomorrow† by leaving large areas empty in its expensive retail shops and encouraging occasional stock-outs. gathering information to make the decisions on garments sold in all the markets where Zara operates (Bonache and Cervino, 1996). store managers decide the specific garments that will be put on display in the store to meet the customer’s taste in that area (Fabrega, 2004). launch new features with high quality standard differentiate its products to meet customer’s requirement and needs: product production and delivery in fifteen days; Changes of an existing garment can be put on display within two weeks; manufactures its â€Å"live collections†; lauching 11,000 new items every year (Ghemawat and Nueno, 2003). Service strategy* * Physical evidences Evidence is a product help consumers understand our product. It is not di rectly involved in consumer buying them, but it can influence consumer behavior. * Process This is the service process when customers entry into Zara store, including after-sales service * People The salespersons in our shop have a good and professional level of service. This is the most direct task that to improve satisfaction with consumers. * Customer Information Analysis and Reporting point of sale system: using data gathered through these chat transactions, feedback Pricing strategy set the price for its products =gt; marketers and product line managers do/buy research reports + to have a better understanding of Vietnamese expenses and its target consumer psychology + to get reference prices of existing competitors in this market. significant growth in brand awareness and fashion consciousness a high demand in fashion industry, especially on quality clothes, whose sales are projected to grow around 15% by the end of 2012. 1 According to consumer behavior, it is shown in graph below that Vietnamese consumers spent 13. 9% of their incomes on clothes. (An image about Vietnamese expenses will be inserted here) Source: Vinaresearch Company (2012)) (RNCOS research report (2012), Vietnam Retail Analysis (2008-2012) ) Zara prices in international markets are generally higher due to longer distribution channels (Ghemawat and Nueno, 2003) can affect its positioning in those countries and therefore, its brand image (Ghemawat and Nueno, 2003). focus on providing fashionable clothes for teenagers and office people with an average and higher income. â€Å"Zara prices are based on comparables within the target market, subject to covering costs plus a target margin† the prices are estimated to be reasonably and affordable to these target customers. create deals by offering few pieces from the same collection as a batch for a lower price. Distribution Strategy Distribution is the main point of marketing strategy of company, including market logistics, online stores and physical stores retailers. Market logistics Zara has its own centralized distribution system Zara can open a distribution or satellite centers in Vietnam, where it is easier to deliver its products not only inside Vietnam but also China, Thailand, Singapore and other Asian countries around. open shops in big cities in Vietnam such as Ho Chi Minh City, Ha Noi, Da Nang, apply local sales program and pricing strategy to gain some advantages. Online Channel Zara sells its products via online shops at www. zara. com and launches application on IPhone to let browsers search through the latest information regarding new collections. build Zara Vietnamese website with Vietnam Dong only price, promotions, and so on, and restrict Zara website to deliver the products to Vietnam.. Retailing and stores Zara believes that its shop windows, the contents of which are also decided in La Corua are all the advertising it needs. Its promoting and advertising tool mainly bases on wordâ₠¬â„¢s mouth. + Vietnam: focus on choosing high population, many offices, universities and traffic areas such as District 1, 3 or Tan Binh District in Ho Chi Minh, commercial city, for settling its flagship stores. arrange its shops in prestigious districts neighboring other high clothing manufacturers, which establishes the recognition faster in the market. Globally, Zara standardises the key strategic elements, namely the location, window display, interior design, store layout, store display rotation, customer service, information systems and logistics. We will write a custom essay sample on Zara Marketing Plan specifically for you for only $16.38 $13.9/page Order now We will write a custom essay sample on Zara Marketing Plan specifically for you FOR ONLY $16.38 $13.9/page Hire Writer We will write a custom essay sample on Zara Marketing Plan specifically for you FOR ONLY $16.38 $13.9/page Hire Writer The rest of the elements are customised to the market to suit local preferences (Fabrega, 2004). + Vietnam: offer fresh assortments of designer-style garments and accessories—shoes, bags, scarves, jewelry and, more recently, toiletries and cosmetics—for relatively low prices in sophisticated stores in its prime locations to draw masses of fashion-conscious repeat customers. recruit employees locally to get a better understanding of the local market preferences (Martinez, 1997). Promotional mix (IMC), strategy and rationale* * Advertising (advertising budget) Unlike other fashion retailers, Zara only use 0. %, but impressive brand awareness around the world. The company believes that its shop windows, the contents of which are also decided in La Corufia, are all the advertising it needs. The companys success has achieved without any advertising or promotion and without outsourcing it’s manufacturing to low labor cost countries * Promotion Strategy Promotion will be primarily outdoor advertising, radio, and TV With Zara’s promotion we will compare results, analyze, track responses, and measure profitability to insure their promotions are profitable Zara will implement pull strategy in order to build consumer awareness and demand. The designers who are close to the consumer are effectively taking over forecasting duties, so that pulling the products through the supply chain (Jose, 2010). As Pearson (2010) mentioned, pull view is executed in response to a customer order, the demand is known with certainty, and as reactive processes that react to customer demand. Pull approach enables Zara to produce only what are women and men real required with right price, in the correct quantity and at the correct time. Implementation plan and measurement tools Product One of the greatest issues to face and overcome is how to make potential consumers. Place Choose a great place for advertisers to inform people with latest information of products. Price Compare Zara and Hamp;M Table Promotion The promotion is the key to gain distribution in the market by encouraging trial of Zara products. * Research and Development Aim 1) Identify and create products amp; services that are need in the market 2) Get feedbacks from the other companies Objective ) Complete identifying products and services 2) Develop platform Strategies 1) Assigning new tasks to employees 2) To form a questionnaire to do a research on the market 3) To compile and analysis the result of the questionnaire Implementation Plan Task| AssignedPersonnel| Given TimeFrame| Date CompletedBy| Look out for innovative products (if applicable)| | | | Forming a questionnaire| | | | Send out the questionnaire| | | | Compile and analysis the result of the questionnaire| | | | * Sales and Marketing Department Goal 1) To successfully market the product to the global market and by giving each type of product individuality, zara focus on the strengths that the product has. 2) To return customers make up for a lot of income. Objective 1) Increase our sales figures. 2) Meet with customers often to establish a good relationship. Strategies 1) Sales Offer discounts to customers. Offer promotion deal. 2) Marketing Assign a product to each member of the group to take responsibility for coming up with original ideas to promote the products. Final ideas should have a strong impact on customers at first sight. Advertising Work with IT Department to market the product successfully on the Internet. Market research Frequent surveys, questionnaires, etc. Under Promise, Over Deliver Implementation Plan Task| Personnel and Departments Involved| Time Allocated for Task| Date to be Completed By| Communicate with customers to find out about their general happiness with the products. | | | | Coming up with ideas to promote the products| | | | Working with the Research Dept. to analyse the results. | | | Drawing up advertisements to hand in to IT department| | | | Implement the ideas| | | | Introduce promotion deals to customers| | | | Conclusion and strategic recommendations Tokatli, Nebahat; Journal of Economic Geography, January 2008, v. 8, iss. 1, pp. 21-38 Caro, Felipe; Gallien, Jeremie; Operations Research, November-December 2012, v. 60, iss. 6, pp. 1404-22 Philip Kotler, Kelvin Lane Keller. (2012). Chapter 9 Creating Brand Equity. Marketing management. England: Person Education. Simchi-Levi, D. , Kaminsky, P. , Simchi-Levi, E. 2008), chapter 9 Procurement and out-sourcing strategies, Designing and Managing the Supply Chain, 3rd edition, US: McGraw-Hill Irwin Kasra Ferdows; Michael A. Lewis, Jose A. D. Machuca (2004). Rapid-Fire Fulfillment. Harvard Business Review; Nov2004, Vol. 82 Issue 11, p104-110 Carmen Lopez, Ying Fan, (2009) Internationalisation of the Spanish fashion brand Zara, Journal of Fashion Marketing and Management, Vol. 13 Iss: 2, pp. 279 – 296 Castellano, J. M. (1993), â€Å"Una ventaja competitiva: el factor tiempo. El caso Inditex-Zara†, Papeles de Economia Espan? ola, Vol. 56, pp. 402-4. Castellano, J. M. (2002), â€Å"El proceso de internacionalizacion de Inditex†, Informacion Comercial Espan? ola, Vol. 799, pp. 209-17. (The) Economist (2005), â€Å"The future of fast fashion†, The Economist, available at: http://www. economist. com/node/4086117 (accessed 13 May 2013). Ghemawat, P. and Nueno, J. L. (2003), Zara: Fast Fashion, Case No. 703-497, Harvard Business School Press, Cambridge, MA. Flavian, C. and Polo, Y. (2000), Inditex (1994-1999), in Munuera, J. L. and Rodriguez, A. I. , Estrategias de marketing para un crecimiento rentable. Casos practicos, ESIC, Madrid, pp. 33-161. Monllor, C. (2001), Zarapolis. La historia secreta de un imperio de la moda, Ediciones del Bronce, Barcelona. Bonache, J. and Cervino, J. (1996), Caso Zara: el tejido internacional, in Duran, J. J. , Multinacionales espanolas I. Algunos casos relevantes, Piramide, Madrid, pp. 51-86. Fabrega, F. (2004), Zara. El modelo de negocio de Inditex, Claves de gestion, Madrid. Martinez, J . A. (1997), Jose Maria Castellano, Economistas, 73, pp. 118-126. Ghemawar, P. and Nueno, J. L. (2003), Zara: Fast Fashion, Harvard Business School Press. Case No. 703-497

Isabella of Portugal (1503 - 1539), Habsburg Queen

Isabella of Portugal (1503 - 1539), Habsburg Queen Isabella of Portugal Facts Known for: regent of Spain during long absences of her husband, Charles V, Holy Roman EmperorTitles: Empress, Holy Roman Empire; Queen of Germany, Spain, Naples, and Sicily; Duchess of Burgundy; princess (Infanta) of PortugalDates: October 24, 1503 - May 1, 1539 Background, Family: Mother: Maria of Castile and Aragon Maternal grandparents: Isabella I of Castile and Ferdinand II of Aragon.Maria was the second wife of Manuel IManuels first wife, Isabella, Princess of Asturias, was Marias sister,  the eldest daughter of Isabella I and Ferdinand IIManuels third wife, Eleanor of Austria, was a niece of both Maria and Isabella, Manuels wives Father: Manuel I of Portugal Paternal grandfather: Ferdinand, Duke of ViseuPaternal grandmother: Beatrice of PortugalBeatrice was a sister-in-law and first cousin of Afonso V of Portugal, and mother-in-law and second cousin of John II of PortugalBeatrices sister, also called  Isabella of Portugal, married John II of Castile, and was the mother of Isabella IManuel succeeded his first cousin, John II of Portugal, who was married to Manuels sister, Eleanor of ViseuManuels older brother, Diogo, was stabbed to death by John II Siblings of Isabella of Portugal: Miguel de Paz, Prince of Portugal and AsturiasJohn III of PortugalBeatrice, Duchess of SavoyLouisFerdinandCardinal AfonsoHenryEdwardMaria, Duchess of Viseau Marriage, Children: Husband: Charles V, Holy Roman Emperor (married March 11, 1526) Charles was Isabellas first cousinhis father was Philip the Handsome, Duke of Burgundy and Holy Roman Emperorhis mother was Joanna of Castile (known as Juana the Mad), a sister of Isabellas mother, Maria, both daughters of Isabella I and Ferdinand IIIsabellas brother, John III of Portugal, had earlier married Catherine of Austria, sister of Charles V, in 1525 Children: Philip II of Spain (1527 - 1598), who married four times: Maria Manuela of Portugal, Mary I of England, Elizabeth of France, and Anna of AustriaMaria (1528 - 1603), Holy Roman Empress, married to Maximilian II, her first cousinJoan of Austria  (1535 - 1573), who married her double first cousin, John (Joo Manuel) of Portugal; their child was King Sebastian of Portugal, who died without childrenThree children who were stillborn or died in infancy: Ferdinand (1529 - 1530), John (1537 - 1538), and an unnamed son (1539) Isabella of Portugal Biography: Isabella was born the second of the children of Manuel I of Portugal and his second wife, Maria of Castile and Aragon.  She was born in a year of sharp decline in  her grandmother, Isabella I of Castile, who died the next year. Marriage When her father died in 1521, her brother, John III of Portugal, negotiated a marriage with Catherine of Austria, sister of Charles V, the Holy Roman Emperor. That marriage took place in 1525, by which time negotiations had arranged for Charles to marry Isabella. They were married on March 10, 1526, at the  Alczar, a Moorish palace. John III and Isabella, brother and sister, were first cousins of the sister and brother they married: they were all grandchildren of Isabella I of Castile and Ferdinand of Aragon, whose marriage united Spain. Isabella and Charles may have married for financial and dynastic reasons she brought a large dowry to Spain but letters of the time show that their relationship was more than just a marriage of convenience. Charles V is known for creating a world empire, molding a great Habsburg empire which was rooted in Spain rather than in Germany.  Before his marriage to Isabella, other marriages had been explored for him, including marrying a daughter of Louis XII and a sister, Mary Tudor, of Henry VIII of England, a Hungarian princess.  Mary Tudor married the King of France, but after she was widowed, talks had begun to marry her to Charles V.  When the alliance of Henry VIII and Charles V fell apart, and Charles was still in conflict with France, the marriage with Isabella of Portugal was the logical choice. Isabella has been described as frail and delicate from the time of her marriage. They shared religious piety.   Children and Legacy During Charles absences from Spain in 1529-1532 and 1535-1539, Isabella served as his regent. They had six children, of whom the first, third and fifth survived to adulthood. During one of Charles absences, Isabella died after giving birth to her sixth child, a stillbirth. She was buried at Granada. Charles did not remarry, though that was the usual custom for rulers.  He wore mourning black until his death. He later built a royal tomb, where the remains of Charles V and Isabella of Portugal are together with those of Charles mother, Juana, two of his sisters, two of their children who died in infancy, and a daughter-in-law. Isabella  and Charles son Philip II became ruler of Spain, and in 1580, also became the ruler of Portugal.  This temporarily united the two Iberian countries. A portrait of Empress Isabella by Titian portrays her at her needlework, presumably waiting for the return of her husband. Joan of Austria and Sebastian of Portugal This daughter of Isabella of Portugal was the mother of the ill-fated Sebastian of Portugal and ruled Spain as regent for her brother Philip II. Known for:  Habsburg princess; regent of Spain for her brother,  Philip II Title by marriage:  Princess of PortugalDates:  June 24, 1535 - September 7, 1573Also known as:  Joan of Spain, Joanna, doà ±a Juana, Dona Joana Marriage, Children: husband: Infante John Manuel, Prince of Portugal (married 1552)one child:Sebastian  of Portugal (1554 - 1578) Joan of Austria Biography: Joan was born in Madrid. Her father was King of Aragon and King of Castile, the first to rule the united Spain, as well as Holy Roman Emperor. Joan was therefore also an Infanta of Spain as well as an Archduchess of Austria, part of the powerful Habsburg family. Joan was married in 1552 to John Manuel, Infante of Portugal and expected heir to that throne. He was her double first cousin. The Habsburg family tended to marry cousins; both their parents were also first cousins of each other. Joan and John Manuel shared the same grandmothers, who were sisters: Joanna I and Maria, daughters of Queen Isabella of Castile and King Ferdinand of Aragon. They also shared the same two grandfathers: Philip I of Castile and Manuel I of Portugal. 1554 1554 was a momentous year. John Manuel had always been sickly, surviving four brothers who died before him. On January 2, when Joan was pregnant with her first child, John Manuel died, of consumption or diabetes. He was only 16 years old. On the 20th of that month, Joan gave birth to their son Sebastian. When his paternal grandfather John III died three years later, Sebastian became king. His paternal grandmother, Catherine of Austria, was regent for Sebastian from 1557 to 1562. But Joan left later in 1554 for Spain, without her son. Her brother, Philip II, had married the English Queen Mary I, and Philip joined Mary in England. Joan never saw her son again, though they corresponded. Convent of the Poor Clares In 1557, Joan founded a convent for the Poor Clares, Our Lady of Consolation. She also supported the Jesuits. Joan died in 1578, only 38 years old, and was buried at the convent she had founded, which became known as the Convent of Las Descalzas Reales. Sebastian's Fate Sebastian never married, and died on August 4, 1578, in battle when attempting a crusade against Morocco. He was only 22 years old. Myths of his survival of the battle and imminent return led to him being called The Desired (o Desejado).