Brand analysis of Jo Malone Essay

1. Background Jo Malone is an international brand which was established in United Kingdom by Jo Malone in 1994, then it was acquired by Està ©e Lauder in 1999(Jo Malone 2014). This brand has a series of products, such as scents, body care products and home supplies (ibid). Its products are extracted from natural materials with pure flavor; so it is always pursued by many stars and upper class (Jo Malone 2013). Jo Malone allows consumers to tailor their own scent by combining different fragrances and to personalize their home by using home candles, elegant diffusers and room sprays (ibid). Therefore, the feature of Jo Malone is natural, high-quality and distinctive. As regards the market environment, there is a bright market prospect for Jo Malone, because the overall economic and fragrance market developed very well in UK (Monaghan & Kafkaesque, 2014). In addition, the culture force cannot be ignored, because the understated style of British can be reflected  well from the brand spirit—charming but personalized (Jo Malone 2013). 2. SWOT Anaylsis 2.1 Strength According to the background of Jo Malone, the strengths of this brand are relatively obvious. First of all, its brand position is precise which is high-end and distinctive. This can be reflected in its brand image. Its stores and packages are both well-designed to express the characteristics. Second, its products are personalized and high quality. All ingredients of the products are extracted from natural materials. Furthermore, an outstanding feature of Jo Malone, fragrance combination as mentioned before, makes this brand differ from other brands (Unger 1974). Final, this brand belongs to Estee Lauder, which can provide solid support for Jo Malone in many aspects. 2.2 Weakness There are three points in total. First, the brand recognition is low, especially compared with other fragrance brands, such as Chanel, Givenchy and Dior. Nevertheless, this situation may due to the short history of this young brand. Second, the promotion of this brand is ineffective. Spokesperson and advertising on mass media are absent. According to the Beauty Digital IQ Score (2013), the brand ranking of Jo Malone is 31, which means the influence of this brand is not sufficient. Third, the distribution channel is limited. Instead of selling products mixed with other brands in fragrance stores or online, Jo Malone sells its products in its own stores and website only, this may lead to limited coverage of market. Nonetheless, this can be its strength because it might be their special brand strategy that is aimed to highlight unique brand position (Brownlie et al 1999). 2.3 Opportunities Nowadays, people presume fashion products made by natural ingredients, which are healthy to human. Besides, customization has become popular in this market. As a result, Jo Malone corresponds with these current trends. Next, men perfume is a high potential and less competitive market. Owing to be important in the social interaction between humans, male consumers care more about their personal image than before (Lindqvist 2012) However, Jo Malone  does not have a series of products for men, which can also regarded as a weakness of this brand. Finally, global branding has become a trend and an important market strategy. (Tybout and Calkins, 2005, cited in Wong) With its unique style, Jo Malone extends its overseas market, especially in Asia recently. It is believe that there will be a wider chance for Jo Malone in the future. 2.4 Threats Due to low brand recognition and competitive pressure in this market, Jo Malone occupies low market share even though perfume is its major product. More and more luxury brands have launched perfume, such as Chanel and Dior. According to Rachel Felder (2014), those luxury brands attract consumers by their fame. Consumers, who cannot afford a Chanel bag, can purchase Chanel perfume to satisfy their vanity. Moreover, Jo Malone is a brand with particular features, in other words, there might be some copy-cats appear to confuse consumers and damage Jo Malone’s brand image. 3. Recommendations Based on the SWOT analysis above, there are three recommendations could be proposed. Firstly, recommending Jo Malone to promote itself in the public media. Due to Jo Malone’s low brand recognition and ineffective promotion strategy, it is necessary for Jo Malone to increase investment of promotion, to advertise itself on TV and premium beauty magazines, and to invite a few stars who are well known and have similar characteristics with Jo Malone to be spokespersons. Moreover, allowing perfume stores and online stores to sell Jo Malone products is also an option to enhance brand recognition and expend distribution channels. Second recommendation is to collaborate with other brands. In order to increase sales and expand not only premium market, but also mass market without undermining brand value, there are two options to target different consumers. One is to collaborate with Superdry, which is a young and fashionable brand with great reputation. Consumers are able to smell the partner perfume in Superdry’s shop and make purchase if they are interested in. Another is to collaborate with five-star hotels. There are many kinds of bath products of Jo Malone, and these products are priced very high due to  nature and health materials. However, five-star hotels are for customers who pursue the quality of life, besides, the daily bath products consumption of hotels is huge. Therefore, providing the bath products to these hotels is able to increase the sales effectively. Finally, male customers are hardly to find a specific product for themselves due to Jo Malone products are classified by ingredients and smells only. According to the SWOT analysis of men’s market, launching a specialized series of product for men is a feasible recommendation. 4. Conclusion In conclusion, this report analyzed the market environment of Jo Malone, and three recommendations were proposed for this brand based on the SWOT analysis. There is a great potential market for Jo Malone to expand. Furthermore, utilizing effective marketing strategies would help to promote the brand better, occupy more market share and strengthen its brand recognition. 5. References Brownlie, D., Saren, M., Wensley, R and Whittington, R. (1999) Rethinking Marketing: Towards Critical Marketing Accountings. 2nd ed. London: SAGE Publications. Capozzi, C. (2014) Perfume Market Analysis. [online].eHow. Available from: http://www.ehow.co.uk/info_7743468_perfume-market-analysis.html [Accessed 9 October 2014] Catherine, W., Tat Pui, L. and Henrik, U. (2011) The Roles of Branding for a Brand Entering Overseas Markets: A Case Study of a Danish Butter Launching in Hong Kong with Success. Industrial Engineering and Management, KTH Craik, J. (1993) The face of fashion: Cultural studies in fashion. London: Routledge. Jo Malone (2014) Home. [online]. London. Jo Malone. Available from: http://www.jomalone.co.uk/world-of-jo-malone [Accessed 5 October 2014] Jo Malone- Jo Malone London(2013) Home. [online]. London. Jo Malone. Available from: http://www.jomalone.jobs/jomalne [Accessed 9 October 2014] Kafkaesque (2014) Perfume News: 2013 Fragrance Sales Figures, Revenue & Fragrance Markets [online] Available from: http://www.kafkaesqueblog.com/2013/08/24/perfume-news- 2013-fragrance-sales-figures-revenue-fragrance-markets/[Accessed 9 October 2014] Lindqvist, A. (2012) Preference and Gender Associations of Perfumes Applied on Human Skin. Journal of Sensory Studies, 27(6), 490–497. L2 ThinkTank (2013) Beauty Digital IQ Score [Online] Available from: http://www.rankingthebrands.com/The-Brand-Rankings.aspx?rankingID=181&year=715 [Accessed 8 October 2014] Monaghan, A. (2014) UK economy grew 1.9% in 2013 – the fastest growth since 2007. [online]. The Guardian. Available from: http://www.theguardian.com/business/2014/jan/28/uk-economy-2013-fastest-growth-fourth-quarter-gdp [Accessed 9 October 2014] Unger, L. (1974) Market Segmentation: A useful tool in the marketing of fragrance (perfume) compounds. Industries Marketing Management, 3(3) 267-273.

Neoliberalism in Latin America Essay

From the 1930s until the 1980s state intervention and protection were key components of most Latin American economies. In these years many Latin American countries were used an Import-substitution industrialization based economy trying to reduce dependence on foreign imports and replacing them with domestic production. Due to the use of an Import-substitution industrialization based economy Latin American countries were forced to keep high tariffs to protect the private companies of their countries. This combined with many Latin America countries providing numerous government subsidized programs eventually led to the 1982 debt crisis. This debt crisis created a vacuum affect in Latin America with many of the countries taking on a new neoliberal economic model, and by the early 1990s John Charles Chasteen claims that almost every Latin American country was led by a president that was pro neoliberalism. This neoliberal economic model called for the slashing of tariffs as well as the reduction of removal of all nationalist-inspired subsides. Also following the neoliberal model, Latin American countries stopped the printing of money to slow inflation effectively undermining the functionality of their local markets. All of this was done so that a completely â€Å"free market† could be created. It was believed that this free market would not only help improve the economies of Latin American countries, but also create more personal freedoms for the people of Latin America. In the article â€Å"Neoliberalism, Neoclassicism and Economic Welfare†, John T. Harvey claims the complete opposite, arguing although a neoliberal economic model was created to produce conditions conducive to social provisioning or democratic problem solving, the exact opposite has occurred. Harvery states in his article, â€Å"Instead of growth, stability, and the narrowing of income gaps, we have seen stagnation, volatility, and increased inequality. † By researching neoliberalism a clear picture can be drawn. Neoliberalism created class stratification with the upper and middle class greatly benefiting from the new policies sanctioned by neoliberalism, while the poor continued to become more impoverished and unable to provide for themselves. Many historians argue that the neoliberal economic model was most beneficial for the small wealthy upper-class of Latin America as well as many upper-class business owners from other countries. The existence of a â€Å"free market† due to neoliberalism in Latin America created many opportunities for upper-class citizens to continue to become considerably wealthier. The upper-class benefit from neoliberalism in many ways but the two largest benefits come from the privatization of government subsidized programs and the lowering of tariffs. Not only did both of these policies line the pockets of the upper-class of Latin America but foreign investors as well. In order to balance their federal budget many Latin American governments privatized their government subsidized programs as well as cut federal jobs. First, the privatization of federal jobs allowed many upper-class citizens to take over these businesses and use them in their benefit to create capital. Former government projects such as constructing roads and government buildings were now being completed by companies that were owned by the upper-class. Prior to neoliberalism these jobs were paid out of the federal budget and were used as a way to lower unemployment by hiring more workers than were really needed. Now that private companies were doing the work efficiency was the most important thing leading to the loss of many jobs for the poor class of Latin America. In the article, â€Å"Neo-Liberalism in Latin America: Limits and Alternatives† Ian Roxborough argues that the immediate beneficiaries of the privatization of government subsidized programs and federal jobs, or what he calls real assets, were foreign investors and people with â€Å"flight cash†. This was because when these programs became privatized upper-class people from other countries as well as Latin America were able to come in and by penny cheap shares of these programs and soon to be private companies. This excrementally helped the upper-class because after they bought this stock at largely discounted prices it quickly grew in value. Clearly, lower classes that did not have extra cash could not benefit from this because they were unable to purchase any of the shares of these newly privatized commodities. This created two problems, not only did real assets of Latin America get lost to upper-class foreign investors, it also created a significantly larger wealth gap between the poor and upper-class because of the large amounts of money the upper-class made from the gains of the stock that they bought at such cheap prices. Another benefit the upper-class of Latin America and other foreign countries gained from neoliberalism was the reduction of tariffs. The reduction of Tariffs allowed foreign companies to come into Latin America and build maquiladoras. This was beneficial for the foreign investors because they could now come into Latin America where working wages were much cheaper and produce their goods at lower prices, which entail created more profit. Lower tariffs were beneficial for Latin American upper-class citizens because as the foreign companies came into Latin America they were able to invest in these companies. The ability to invest in these companies that wouldn’t have come to Latin America with the previous tariffs was just one more way people who already had money in Latin America were able to benefit even more from a neoliberal economic model. Neoliberalism also benefitted the middle class of Latin America. Chasteen argues the middle class benefited from a neoliberal economic model because of the cheap products that were produced due to the maquiladoras in Latin America as well as cheap products that were being imported to Latin America because of the newly reduced tariffs. This was very beneficial for the middle class for two reasons. First, under neoliberalism the middle class society who had money to spend, now had more choices because the large influx of items that were now being imported into Latin America. In his article, â€Å"Magical Neoliberalism†, Alberto Fuguet argues that neoliberalism was what led to amenities like large scale movies from Hollywood and other services, like fast food chains, to come to Latin America. Secondly, neoliberalism was beneficial to the middle class because with a larger selection of goods comes competition. With competition companies foreign and local now had to produce the best quality goods at the lowest price in order to continue to receive business from the middle class. Neoliberalism also benefited the middle class of Latin America because of the advancement in technology that occurred because of the privatization of water resource centers, electrical companies, and telecommunication companies. The privatization of these companies allowed them to modernize as well as make them more reliable. Some argue that neoliberalism was also beneficial for the women of Latin America. In her article â€Å"Love in the Time of Neo-Liberalism: Gender, Work, and Power in a Costa Rican Marriage†, Susan E. Mannon argues neoliberalism allowed women to gain more power and independence then they previously had. Mannon claims that neoliberalism, and the reduced tariffs that come with it, led to the creation of maquiladoras where women could seek employment. Latin American women’s new ability to gain employment in maquiladoras allowed them to earn a wage creating dual-income households. Not only did this give them more power and independence in their individual households, but the ability to buy goods also allowed them to participate in the local economy giving them more power as well. Those who stood to gain the least under a neoliberal economic model were the poor people of Latin America. This is because the privatization of state-run corporations and public service programs made them unaffordable for the poor working class, leaving many homeless and hungry. In the article, â€Å"From Democracy to Development: The Political Economy of Post-Neoliberal Reform in Latin America†, Alfred P. Montero states claims that neoliberalism leads to deepening levels of inequality, a growing percentage of people living below the poverty line, decaying infrastructure, poor access to even low-quality primary education, rising criminality, and inefficient productivity. All of these problems can be linked to privatization of government subsidized programs and the loss of government jobs. With neoliberalism the loss of jobs and government programs made unemployment skyrocket and education too expensive for much of the poor class of Latin America to afford. This lack of education is what many argue led to the problems that Montero claims such as a rise in criminal activity. Also, because neoliberalism privatizes companies that control commodities such as water, telecommunications, and electricity the poor class was unable to afford them, essentially leaving the poor of Latin America in the dark without water or electricity. Neoliberalism also led to the creation of Maquiladora’s which initially created what poor Latin American believed to be desirable jobs. Quickly the poor found out that many of these jobs did not pay a wage that was enough for a person to survive. With the poor pay of maquiladoras also came very poor working conditions that were conducive to creating injury. Omar Gil a former maquiladora worker stated in an interview that his first maquiladora job paid him a dismal forty dollars a week in working conditions that were less than safe. Omar attested that maquiladora workers were injured often because of the intense pressure of Forman’s to produce as much product as possible. Also with neoliberalism came the lack of available occupations. Due to the reduction of tariffs foreign companies were able to bring mass produced goods into Latin American countries at prices cheaper than local inhabitants were able to produce them. This created large scale unemployment and forced Latin American people into the unsafe and low paying maquiladoras. Chasteen argues that for the poor class the inability to produce goods far outweighed the benefits of being able to be a small-time consumer from the dismal wages that were earned in maquiladoras. It is clear that the neoliberal economic model is not beneficial for anyone but the wealthy elites and middle class of Latin American Countries. A neoliberal economic model became fashionably popular in Latin America because the people who were in charge were upper-class citizens and during a down turn in 1982 neoliberalism seemed like a solution due to its approach to better balance the budget of Latin American countries. Unfortunately, either the leadership of these countries assumed wrong, or just didn’t care about the wellbeing of its impoverished people, but clearly a neoliberal economic model does nothing but create a larger wealth gap, create more social stratification, and deplete living conditions for the poor even more. In the article, â€Å"Exploring the Impact of Neoliberal Economic Development on Poverty in Costa Rica: What Went Wrong? †, Paul B Lubliner argues that in order for economic prosperity to complement poverty reduction the state should have more control over the economy not less. I agree and argue by privatizing all state subsidized programs as well as depleting the amount of government jobs to almost zero Latin American countries actually went backwards in their pursuit to shorten the wealth gap as well as social stratification. Abusing your population to closer balance budget is in no way the solution to guarantee countries prosperity in the foreseeable future. Neoliberalism was clearly one sided only benefiting the rich and middle class, disfranchising each countries poor setting them back further then they were before.

Of Mice and Men A review of the novel and information about the author, Steinbeck

Of Mice and Men A review of the novel and information about the author, Steinbeck OF MICE AND MEN by John Steinbeck first takes place a few miles south ofSoledad. There were two men by the names of George and Lennie who became lifelong partners. George thought Lennie needed support because Lennie was mentallyretarded. Later, George and Lennie moved to a ranch nearby Soledad.George and Lennie got into trouble a few miles south of Soledad in a towncalled Weed. The men were hiding out along a river called Salinas, across from theGabililan mountains. Trouble occurred in Weed when Lennie grabbed a hold of aladies dress, because he was curious about the texture of the fabric. The womantook it the wrong way and became upset and frightened. Curdling screams causedsome men to come rushing to the aid of the woman.Lennie then became frightened and ran away. George was such a supportiveand understanding friend that he ran away with him.Lennie JamesRunning together, the twofrightened men hid out in the Salinas River waiting for dusk to come. When duskarrived, the two men gathe red wood and built a fire. Luckily, George had threecans of pork and beans with him in his backpack. They stayed there until morningto start walking again.George told Lennie that he heard of a ranch that was four miles ahead ofthem and they could get a job there. George told Lennie that if he would get intotrouble at the ranch, that he should come back and hide in the bush. Sunrise hadcame and the two men began their walk to the ranch. When George and Lenniearrived, they saw a huge long rectangular building where the bunks were inside, thewalls were white and the floor was wood. The old swamper showed Lennie andGeorge to their...

How Creative Limitations Help You Do Better Work

How Creative Limitations Help You Do Better Work Going in for the creative kill is easier if you have boundaries. (See #2 below) This is the story of creative limitations and an MM dispenser. I was a K-12 art teacher at a public school, and it was the end of the year. The middle school students werent interested in doing much other than plan for summer vacation. I had a cupboard full of partially used art supplies, lots of scraps of materials and items from the years art projects, and restless kids on my hands. Id finished up my lesson plans, and had a week left before school was over. We are going to do an exercise in limitation, I said. I had a table in the center of the classroom piled with bits of paper, popsicle sticks, string, plastic, mat board, glue, paints, cloth, and a mish-mash of items. Id basically cleaned out the cupboard and found quite a collection of seemingly useless garbage. Your final project will be made out of just what you see here. Nothing else. I gave them the specifics: they had to create something that had the potential to make noise, include movement of some sort, and had good design qualitites (this was an art class, after all). On the final day of class, they would demonstrate their machine. It didnt matter how they approached this project; I had no limitations on size or complexity or even simplicity. The only rule was that they had to make it here, in the classroom, with nothing but what was on that table, and they could not use more than five types of items. They could not bring in anything from home or outside the classroom. There were groans and thats impossible! and I waved my hand and told them to get started.  And then a voice called out from the back. Miss Neidlinger, you have to do it to. Its only fair. I immediately regretted the arbitrary limitations I had created. 1. Creative Limitations Give You More Time For content creators, the main limitation you face with your content is that of time. You have deadlines, and feel the pain that comes from struggling within the boundary of time.  In fact, if time is such an onerous boundary, why would I suggest you should have more boundaries? This is why: creating arbitrary limitations will give you more time. I watched as the students worked on their projects. We only had a few days, and I saw how, once they got past the horror of limitation, they actually worked much faster than they had on other projects. There was no distraction: this was all they had to work with, there was a specific outcome expected. Without limitations, there is too much too choose from. You waste time trying to figure out what to use and where to go. Boundaries give you that time back by doing that for you and letting you get down to the business of creating. Its like having a niche blog: you put stringent restrictions on what youll blog about and maybe it isnt as much fun all   of the time, but you dont have to waste time finding focus. You know what youll be writing about, you know what to think about, you know what kinds of ideas you should focus on. Instead of the whole universe of ideas to consider, you have a few in your hand. Are you lacking in boundaries for your content creation? Set up some limitations on yourself. Editorial calendars, with their advance planning, are a kind of limitation. Go even further. Maybe youll want to: Set up content limitations. Only write how-to posts on Mondays, or base a post around a photo you took this week. Open a random book, like George Harrison, and use a random phrase to build a piece of content on. Set up work-time limitations. Restrict the amount of time you work on specific projects. Our bodies work in ultradian rhythms, and after 90 minutes of work on the same thing, we max out on doing our best work. When you have limitations, you have more time. Your creativity loves this.2. Creative Limitations Give You More Freedom Watching the students work on the project was a great deal of fun as a teacher. Id already experienced enough this is dumb commentary throughout the years previous art projects, but this restrictive project seemed to have really gotten them excited. Though theyd never admit it, it was clear they were having much more fun with this project that had a specifically defined outcome than they did facing a blank piece of paper with endless possibilities. While studying art history in college, I was much less interested in extremely modern art than I was in older art. When all the boundaries and rules were removed and anything goes was the name of the game, I felt that the art suffered. The older art, still working in the constructs of even a vague sense of realism, space, color, etc. was much more intriguing. The artists used the rules and boundaries and were able toif you took the time to really dig into a painting or sculptureachieve something quite complex and multi-layered. They pushed those boundaries to the limit and came out with a polished diamond. How is it that having a boundary makes you freer, creatively?  I often think of it as a pasture at the edge of a dangerous cliff. When there is a fence in place, you can freely explore the pasture, not having to think about falling off the edge. You know that the fence will keep you from going over, and you are more free with that boundary in place. Without the fence, you would huddle towards the middle of the pasture, always making sure you didnt get too close to the edge. You might explore a little bit, but you keep it close and safe. You will explore closer to the edge creatively and push the limits if you have a boundary in place than you would if you had no boundaries at all. Limitations and rules make you more creative, not less.3. Limitations Force You To Create One of the biggest disappointments Id seen that year in my art classes was students who turned in lackluster work when I knew they had so much more ability. The broader and bigger and more wide-open the project, the more often they seemed to leave it to the last or never really put in an effort.  When I finally gave them a very restrictive project, they jumped on it. I was extremely impressed with what I was seeing the students create. The fewer resources or options you have, the more you are forced to actually be creative. You have to come up with something that isnt the first and most obvious solution. You have to be creative to solve the problem; you cant fall back on laziness or whatever is easiest. The most terrifying day in college? When it was my turn to give an impromptu speech in speech class. Biggest feeling of satisfaction and intellectual rush in college? Same day. There is something incredibly invigorating in facing down the challenge of a complex problem, extreme limitations, and finding that your creative pump can, indeed, be primed into action. It strengthens your creative muscles. You learned you can do it and how to get the creativity flowing. Each time you do it, it isnt as hard. You learn how to do it again. Once youve solved an impossible problem with limited options, you start to learn the process to get things going again. Its not as scary, because you know you did it before, and know how you got going. You create a system. Necessity is the mother of invention. English Proverb Those catchy and endearing Dr. Seuss books?  They were written with restrictions. Green Eggs And Ham was written on a bet that Theodor Seuss Geisel (Dr. Seuss) couldnt write a book using no more than 50 words. The result? He won the bet, of course, and wrote a fun book that children still love to read.

Edit the document for proper grammar Essay Example | Topics and Well Written Essays - 500 words

Edit the document for proper grammar - Essay Example Sometimes, the contracts I write are in direct support for the many field exercises that our command supports, such as Foal Eagle and Key Resolve where the US and the Republic of Korea (ROK) forces come together annually and conduct trainings to defend South Korea and strengthen alliances. I also support contingency exercises such as Tendon Valiant in Indonesia, a Medical Readiness Training Exercise that supports local people in various areas by providing medical aid. The other contracts I write are for the Garrison environment such as security guards, custodial, among others. My involvement in the organization is very indespensable since I am providing the war fighters their day to day essentials, needs for training exercises and contingency exercises. If I am unable to assist in meeting the mission needs, the services needed to conduct day to day operations might be delayed or put on hold at the cost of the mission’s success. Sometimes our services come from the US and there are regulations regarding procurement that must be followed in accordance to the Status of Forces Agreement (SOFA). If we do not adhere to these procedures, it would not only be detrimental to the mission but to the suppliers as well. Each procurement involves many people and I orchestrate these service procurements. Once the services are procured, I also administer the contracts to assure that the contract is completed accordingly and the contractors get paid on time. One of my strengths is being able comprehend and speak English fluently, since English is my native language. This helps me to communicate well with my groupmates. In addition, I am also very well organized, helpful, proactive, and flexible. I have great organization skills in that I keep my electronic calendar up to date and have reminders set for follow-ups on emails and other events. I keep a clean, organized desk and my file cabinets are organized as well. I am

Stat Essay Example | Topics and Well Written Essays - 2000 words

Stat - Essay Example This is mainly due to obesity, which results in Type 2 Diabetes, as we will see ahead. The reason I have decided to research on this topic was because Diabetes has become a global problem and it develops various complications in patients with time. According to a report there are about 2.9 million patients suffering from Diabetes and if a similar trend follows, it might hit 5 million by 2050. (Diabetes UK 2012) I have used the Internet as the main source of my research. I have taken statistical data from various sites that illustrate how Diabetes is persistently rising at an alarming rate all across the globe. I have then added a graph to show that how controlling this situation could make a difference in the future of the patients. I have assured to use credible sources to make my research accurate. Also, it is related to statistical data about a medicine related subject and I have taken the data from online reports of the Diabetes organizations. The figures they have are directly taken from the hospitals and doctors records. Therefore, I am sure that all the information is genuine. The graph above shows that rate at which Diabetes is rising four times the increase in rate of all the different types of Cancers combined. Between 2006 and 2007, Diabetes was rising at around 3.8 percent and this rate increased to 5.4 during 2009 and 2010; whereas, the rate of increase in Cancer was 0.9 percent and rose to about 1.3 percent as shown above. We can clearly compute that the difference in rise in rate for Diabetes was 1.6 (5.4-3.8) while for Cancer the rate was 0.4 (1.3-0.9), which is four times higher. Therefore, the slope of the chart for Diabetes is four times steeper than the slope for all the Cancers combined. The charts above show the increase in the number of people with Diabetes in 2000 compared to the estimates predicted for 2030. It is visible that in

Internet Firewall Security Term Paper Example | Topics and Well Written Essays - 2000 words

Internet Firewall Security - Term Paper Example Considering all these cons, one must ensure that a good firewall is in place to keep the hackers at an arm’s length, keeping them at bay is an arduous task. This paper will shed light upon internet firewall security and how a good firewall can protect a person from malware, Trojan horses and other undesirable viruses. Firewall Basics: â€Å"The term "fire wall" originally meant, and still means, a fireproof wall intended to prevent the spread of fire from one room or area of a building to another. The Internet is a volatile and unsafe environment when viewed from a computer-security perspective, therefore "firewall" is an excellent metaphor for network security.† (What is a firewall?) Firewall is not something general, it means several specific things and it is supposed to do several important things to ensure that a user is safeguarded against attacks. Packet filtering is perhaps the most important job of a regular firewall. All the internet activities like downloads, chats and so on are done in packets, and these packets contain information. Firewall must ensure that these packets are either allowed or disallowed based on the source of the internet protocol address known as the IP address. The destination port of these packets is also very important, the firewall is supposed to allow or disallow these packets purely on the basis of their destination port. Firewall must follow a protocol and allow or disallow packets or information based on the set protocol. This method of packet filtering is highly effective against malware and other dangerous attacks but this is not a foolproof plan. All traffic can be blocked by a firewall which does not make much sense; it should allow certain packets which are safe for the user to receive. It has its weaknesses like it becomes very difficult for a basic firewall to detect spoofing which means the information contained in the packets is falsified. Allowed packets may contain a bug which can retrieve a passwor d and cause unwanted actions, a basic firewall is vulnerable to these dangers. Circuit relay is another type of firewall which provides enhanced security, application level gateway is perhaps the most advanced of all and provides even better security. Static Packet Filtering: â€Å"Static packet filtering is a firewall and routing capability that provides network packet filtering based only on packet information in the current packet and administrator rules.† (Statistic Packet Filtering) Static packet filtering is based on the following important things: The administrator defines rules. The allowed ports and IP addresses are set by the administrator and only the allowed ports are allowed to send and receive packets. The transport layer contents, the network and the packet contents are all determined by the administrator. Better level of security is provided by the dynamic packet filtering. Static packet filtering does not look at the contents closely, on the contrary dynamic packet filtering screens contents very closely, previous connection states are also considered by dynamic packet filtering which static packet filtering fails to do. The packet headers are very important under static packet filtering, the information stored in the headers determines whether packets should be allowed or dropped. These headers are compared against the control policy which is set by the administrator. Below is an illustration which presents the same concept very comprehensively. (Static Packet