Comparison Between BCS And ACM

Comparison Between BCS And ACM This report intends to summarize British computer society Code of Conduct and comparing it with different codes of conduct that has a significant in fact in IT profession. However Institute of Electrical and Electronics Engineers (IEEE) is important in IT profession because it dedicates in advancing technological innovation and excellence for the benefit of humanity (ieee.org, 2010). And Association for computing machinery (ACM) is also important because it is able to advance computing as a science and a profession (acm.org, 2010). Moreover, all the codes of conduct mentioned are found relevant to the case study which will be discussed in detail in the report. The report is going to describe how the professional codes of conduct comply and how it does not comply with the case study below. Furthermore, the report breaks down the strengths, weaknesses, opportunities, and threats (SWOT) analysis which talks about the strength and weakness of the case study in detail. The report covers all the important of code of conduct in the case study and the factors that influence the strategic as well as the day-to-day operation of the case study. Finally the reports reflective analysis explored how all the aspects of the research are conducted. Code of conduct The code of conduct simply defines as a set of regulatory rules of professional conduct which has been adopted by the Board (Merritt, R. 2008). Impact of code of conducts Codes of Conduct have a significant impact within the IT profession. They maintain the level of professionalism and ensure that IT professionals, their employers and the public at large have a clear idea of the expected standards of the profession. For example, it is unlikely that an employer could sack an IT Professional for failing to carry out work which the employee could demonstrate was unethical in terms of a code of conduct. If an employee was sacked under these circumstances, he/she would be able to demonstrate to an Industrial Tribunal that they had adhered to the Code of Conduct while the employer had failed to do so. (sqa.org, 2010). British computer society(BCS):- Describes the professional standards of practice relating to the contemporary multifaceted demands found in information technology (IT).It applies to members of all grades, including students and affiliates, and also non-members who offer their expertise as part of the BCS Professional Advice Register.(bcs.org,2010). The Codes governs the personal conduct of individual members of the BCS, who are requested to notify the Society of any significant violation by another member. Any breach of the Code brought to the attention of the Society is considered under the BCS Disciplinary procedures.(bcs.org,2010) The following are main areas that BCS covered Duty to the Profession:- All Members of the BCS code of conduct should be able to have a wider responsibility to promote public understanding of IT its benefits and drawbacks, encourage and support fellow members in their professional development and, where possible, provide opportunities for the professional development of new members, particularly student members and uphold the reputation and good standing of the BCS in particular.(bcs.org,2010) Duty to Relevant Authority:- As a Member of the BCS code of conduct you should be able to avoid any situation that may give rise to a conflict of interest between you and your relevant authority.(bcs.org,2010) Professional Competence and Integrity:- As a Member of the BCS code of conduct you shall seek to upgrade your professional knowledge and skill, and shall also maintain awareness of technological developments, procedures and standards which are relevant to your field and encourage your subordinates to do the same.(bcs.org,2010) The Public Interest:- In your professional role you shall have regard for the public health, safety and environment, you shall have regard to the legitimate rights of third parties and conduct your professional activities without discrimination against clients or colleagues.(bcs.org,2010) Institute of Electrical and Electronics Engineers (IEEE) code of conduct:-IEEE is one of the worlds largest professional associations dedicated to advance technological innovation and excellence for the benefit of humanity. IEEE and its members inspire a global community through IEEEs highly cited publications, conferences, technology standards, and professional and educational activities. (IEEE.org, 2010). The following are examples of the IEEE code of conduct. (IEEE.org, 2010). To accept responsibility in making decisions consistent with the safety, health and welfare of the public, and to disclose promptly factors that might endanger the public or the environment. (IEEE.org,2010). To maintain and improve our technical competence and to undertake technological tasks for others only if qualified by training or experience, or after full disclosure of pertinent limitations. (IEEE.org,2010). To treat fairly all persons regardless of such factors as race, religion, gender, disability, age, or national origin; To assist colleagues and co-workers in their professional development and to support them in following this code of ethics. To reject bribery in all its forms; Association for computing machinery ( ACM) is also one of the worlds largest educational and scientific computing society, delivers resources that advance computing as a science and a profession. ACM provides the computing fields premier Digital Library and serves its members and the computing profession with leading-edge publications, conferences, and career resources. (ACM.org, 2010) The following are examples of what the ACM code of conduct covers.(ACM.org,2010) Strive to achieve the highest quality, effectiveness and dignity in both the process and products of professional work. Excellence is perhaps the most important obligation of a professional. The computing professional must strive to achieve quality and to be conscious of the serious negative consequences that may result from poor quality in a system.(ACM.org,2010) Acquire and maintain professional competence. Excellence depends on individuals who take responsibility for acquiring and maintaining professional competence. A professional must participate in setting standards for appropriate levels of competence, and strive to achieve those standards.(ACM.org,2010) Know and respect existing laws pertaining to professional work. ACM members must obey existing local, state, province, national, and international laws unless there is a compelling ethical basis not to do so. Policies and procedures of the organizations in which one participates must also be obeyed. .(ACM.org,2010) Accept and provide appropriate professional review, quality professional work, especially in the computing profession, depends on professional reviewing and critiquing. Whenever appropriate, individual members should seek and utilize peer review as well as provide critical review of the work of others. .(ACM.org,2010) Comparison between BCS and ACM. Both the BCS and ACM are design to guide ethical decision making (7th pacific Asia Conference, 2003) They provide little assistance in the identification and resolution of ethical dilemma as they both tends to be national in scope by increasing the complexity of international decision making for IS practitioners. They both have to take responsibility for maintaining professional competence. They both maintain the level of professionalism and ensure that IT professionals, their employers and the public at large have a clear idea of the expected standards of the profession. Both the BCS and ACM are responsible for the ethical regulation of computer professionals. Comparison between BCS and IEEE They both improve the understanding of technology. They both maintain and improve their technological competence. They both assist their colleagues and co-workers in their professional. They are both committed to improving the competitiveness between companies Case study Wirral is one of the Britains leading component manufacturers. It has over 500 branches around the world with more than 1500 staff and many business activities. All the business activities are well supported by IT systems. More over the company was earlier a family business in Ellesmere Port Cheshire in 1960s.It started as a radio and television repair business. And eventually, the company was able to set up its own manufacturing operations and began to expand into other areas that include supplying of components and assemblies for mainframe and mini computers. The company is able to submit a successful bid for government contracts for the supply of radar equipment and weapons guidance systems in 1980s. And recently submitted a bid to supply hardware component for the proposed national identity card system. Meanwhile the company now grew to accommodate its growing market with euro trailers and European motor ways. The following are companys business activities. -Manufacture and assembly of components -Engineering drawing production maintenance -Sales Order Processing (SOP) incorporating barcode product identification -Purchase Order Processing (POP) -Warehousing Goods inward/outward -Accounts/invoicing -Marketing -Quality control -Personnel payroll Applications of code of conducts The company most keep their customers data safe by referring to BCS code of conduct that states that company should have regards to the public health, safely and environment All members of the company should seek to upgrade their skill, and shall maintain awareness of technological developments, procedures and standards. According to BCS. All members of the company should assist their colleagues and co-workers in their professional development and to support them in following IEEE codes of ethics. Referring to IEEE, all the members should treat fairly all people regardless of such factors as race, religion, gender, disability, age, or national origin. The company individuals should take responsibilities for acquiring and maintaining professional competence. According to ACM. As the companys business activities are supported with IT system, Fell et al. (2007, p.62) Computer Misuse act 1990 should be use in order to protect unauthorized access and data modification. Data Protection is also applicable to the case study because it will enhance privacy protection of the data that is outsourced to third party.(Hepple et al.2000, p.1011). Compliance and Noncompliance. Compliance If the company compliance with the above code of conducts, It will be able to maintain its level of professionalism and ensure IT standard in the company. If the company compliance with the above code of conducts, It will help the top level management in making good decisions consistent with the safety, health and welfare of the staff of the company. If the company compliance with the above code of conducts, the company will be able to maintain and improve their technical competence. If the company compliance with the above code of conducts, It will be able to reject bribery in all its forms. If the company compliance with the above code of conducts, All the members of the company will be able to obey the existing and and new laws of the company if there is any. Noncompliance If the company did not comply with the above code of conducts it can cause bribery within the company or might let someone out of the company to access their customer information which can lead the company to lose their customers due to lack of good principles and rules to follow. It can also cause the company to lose their customers when the customers realise there is no good code of conduct that will protect their interest. Members of the company may lack professional development if the company did not comply with the code of conduct because the code of conduct will assist all the members of the company. The members of the company can disorganise by not complying with the above code of conduct that states, to treat fairly all members regardless of race, religion, gender, disability, age or national origin. Exploration of the legal, ethical and social factors of Wirral Company. Below is a table that shows an SWOT analysis of WCM, PRIMO-F SWOT analysis is basically a tool that is used to measure the street and weakness of an organisation. The following is (PRIMO-F) analysis and Strengths and weakness that will help the Wirral Company to achieve its objectives. Strengths Weaknesses People The company has a good number of staffs as it has more than 1500 staffs. People The staffs have limited skills as they cant provide enough information about the company. Resources The company has resources as it can have more than 500 branches. Resources Often all the resources they have third party operating on their department. Innovation Ideas The company grew to accommodate its growing market. Innovation Ideas The company has low creativity and Initiatives Marketing WCM has very good relations with its external agents who work on commission. Marketing The company need to enhance its marketing strategy. Operations WCM company is using an in house software in its day-to-day activities to achieve its objectives. Operations WCM need to review its objectives Finance WCM has Personnel/Payroll and Accounting/Invoicing. Finance WCM need to be monitoring account department as its operated by third party. Opportunities Threats Technology development and Innovation? Global influences? New markets, vertical, horizontal? Niche target markets? Geographical, export, import? New USPs? Tactics: eg, surprise, major Contracts? Business and product development? Political effects? Legislative effects? Environmental effects? IT developments? Competitor intentions various? Market demand? New technologies, services, ideas? Vital contracts and partners? Sustaining internal capabilities? 12. EPISTLE ANALYSIS (rapidbi.com, 2010) Economic Taxes specific to product and services Production level Interest rates Currency values Energy costs Political Government policies Politic culture Legislation Global political events Alliances Information Empowering people by technology Transference of technology Business Information secrecy. Social Demographics Major events and influences Life style changes Social attitudes Corporate social image Purchasing habits Technological Computing technology. development. New technologies. Access to technology. Develop new product Facilities competitive advantage Legal Competitive regulations. Consumer protection. Laws apply to the computing profession. Environment Environmental regulations. Global factors. Global warming Natural disaster. People Skills, motivations, ideas and communication REFLECTIVE ANALYSIS In conducting my research work I have done a lot of research in finding resources that are relevant to the case study although the case study does not have enough information, the wide research I had made has helped me to understand the basic and important of code of conduct not only to the case study but to business in general. I use several examples of case studies that are related to the case study and so many resources. The resources I used are internet, e-books, library books and lectures slides that are up to date, reliable, supportive, creative and accurate (CARS). Although is not all the resources that I read that I find useful to the case study but I still use them in my bibliography list. I conducted lots of research before I found resources that are relevant to my EPISTLE analysis. Therefore I made full use of resources available to me whilst writing my report which will be found in my references list. If I were to improve my report, I will do more practical research by arranging a work experience placement in such a way that it will benefit me with good working experience. Moreover, so far with this research work I believe I will be able to suggest a good SWOT and EPISTLE analysis to a company. Finally I will strongly recommend the Wirral Wirral Component Manufacturers Ltd (WCM) should comply with code of conducts because it will maintain its level of professionalism and ensure IT standard in the company, It will help the top level management in making good decisions consistent with the safety, health and welfare of the staff of the company and also let the members of the company to respect the companys rules and regulations. REFERENCES ACM [on line access 22nd Aug 2010] Available at http://www.acm.org/about/code-of-ethics/#sect4 Bain, D.(2004) Introduction to computer law.5th ed.United kingdom. BCS [on line access 30th Aug 2010] Available at http://www.bcs.org/upload/pdf/conduct.pdf Fell, J et al.(2007) IT Law: An ISEB foundation.United Kingdom Hepple, A et al.(2000) Tort: Case and Materials.5th ed.London England. Impact of code of conducts [on line access 7th Sept 2010] Available at http://www.sqa.org.uk/e-learning/ProfIssues03CD/page_02.htm IEEE [on line access 2nd Sep 2010] Available at http://www.ieee.org/index.html Merritt, R.(2008) Code of Conduct. New york. Swot-analysis [on line access 12nd sept 2010] Available at http://www.businessballs.com/free_SWOT_analysis_template.pdf Swot-analysis [on line access 7nd sept 2010] Available at http://rapidbi.com/created/SWOTanalysis.html

Sexual Abuse and Eating Disorders Essay -- Health Violence Papers

Sexual Abuse and Eating Disorders The possible relationship between sexual abuse and the development of an eating disorder has gained attention over the last few years. Researchers have attempted to clarify this potential link using a variety of population samples and research methodologies. As will be shown, the results of these investigations are rather diverse and sometimes inconclusive. In the following review of the literature, the complex relationship between sexual abuse and eating disorders will be examined while also discussing the methodological limitations of the various designs. Anorexic Samples Steiger and Zanko (1990) compared rates of incestuous abuses (sexual contacts with family members) and extrafamilial abuses (sexual traumata involving other perpetrators) among eating disordered women who met DSM-III-R (American Psychiatric Association, 1987) criteria, women with psychiatric disturbances, and normal women. The authors’ interest in the psychological effects of abuse led them to examine psychological defenses which are believed to filter perceptions and affects. Defenses were of interest to the authors for two reasons: (1) incest victims often resort to maladaptive defenses with a self-victimizing quality, in which anger at others is expressed through self-sabotaging acts; and (2) the authors’ previous work suggests that eating disordered women use primitive defenses when compared to normal and psychiatrically disturbed women. This particular study was designed to determine the degree to which traumata like sexual abuse might have effects upon defense-sty le development. In order to compare rates across eating disorder subtypes, the eating disordered women were divided into the following groups: (1) ... ... Test: The BULIT-R. Psychological Assessment: A Journal of Consulting and Clinical Psychology, 3, 119-124. Walters, C., Smolak, L., & Sullins, E. (1987). Parent-child interactions and severity of child sexual abuse. Paper presented to the annual convention of the Society for Research in Child Development, Baltimore. Welch, S.L., & Fairburn, C.G. (1994). Sexual Abuse and Bulimia Nervosa: Three integrated case control comparisons. American Journal of Psychiatry, 151, 402-407. Wonderlich, S., Donaldson, M.A., Carson, D.K., Staton, D., Gertz, L., Leach, L.R., & Johnson, M. (1996). Journal of Interpersonal Violence, 11, 195-207. Zlotnick, C., Hohlstein, L.A., Shea, M.T., Pearlstein, T., Recupero, P., & Bidadi, K. 1996). The Relationship Between Sexual Abuse and Eating Pathology. International Journal of Eating Disorders, 20, 129-134.

Donald Trump’s Presidency

Donald Trump's presidency has brought a lot of controversy with it. His constant tweeting, his blunt statements, and his act-now-think-later mentality have earned him both praise and criticism since the moment he announced he would run for United States President. One act that has stirred up a lot of mixed emotions is President Trump's announcement of a ban that would prevent transgender individuals from serving in the military. This ban, which was first announced via President Trump's twitter account in late July, will override an Obama-era plan that was previously in place specifically to allow transgender individuals to serve in the military (Davis, 2017). Perhaps what is the most frustrating development of this ban for many people is the fact that it was revealed shortly after President Trump declared his great respect for members of the LGBT community and intentions to protect their individual rights and freedoms during his presidential campaign. While many have cited discrimination as the reason behind this act, President Trump and his staff have ensured the public that this ban is purely for national security reasons, and he wanted to assure the LGBT community that this is not a betrayal (Cooper, 2017). This ban has been a hotly debated topic for quite a while. While both the Trump administration, supporters of the ban, and those opposed to the ban all have valid arguments, anyone who is willing to fight and die for his or her country and its freedoms should have the opportunity to do so. This statement holds especially true for Americans because the United States was founded on this very principle. While the military shouldn't pay for gender reassignment surgeries and treatments, recruitment options should be open to all Americans, including transgender individuals. There are many reasons why this is acceptable, including the fact that transgender people are already serving in the military, transgender individuals provide little to no disruption of military activities, and the transgender ban is currently being scrutinized in court for its constitutionality. Taking all of this into consideration, it's hard to see a reason why transgender individuals shouldn't be allowed to fight for the freedom our country provides. It's difficult to argue that transgender individuals shouldn't be allowed in the military simply because there are already transgender people serving in the military today. In fact, as of 2016, there are an estimated 6,630 actively serving transgender individuals in the military and anywhere from 2,030 to 7,160 individuals serving in reserves. Along with these numbers, an estimated 150,000 transgender individuals have served since the year 2012, which is about 21% of all transgender adults in the United States according to UCLA researchers. In contrast, only 10% of the general non-transgender population has served (Hamblin, 2017). The fact that a higher percentage of transgender individuals has served in the United States military compared to those who do not identify as transgender should serve as an eye-opener to many. After all, active military service poses many risks, especially during times of conflict or war. In fact, several American and British armed forces members in Afghanistan were asked about the threats that they faced. The statistics, which are represented by the above image, are quite shocking. Roughly half of all individuals interviewed said that they saw at least one person killed while actively serving. One in every six people witnessed a close friend being injured or killed. One in four were injured by an IED, three in four experienced long-range attacks with rockets or mortars, and half had been attacked at close range with machine guns (Gee, 2017). The point of these statistics is that serving in the United States military can be dangerous, and if such a high percentage of transgender adults are willing to serve in the United States military and risk injury, they shouldn't be denied the ability to do so. The decision to serve in the United States Military should be respected regardless of any drama created by gender. Along with the fact that transgender Americans have already proved that they are willing to make the same sacrifices as their military comrades, a large majority of transgender individuals cause little to no disruption of military activity while serving. In fact, as far as disruption of military activity is concerned, transgender individuals who could possibly be disrupting military activity by getting reassignment surgery account for less than 1% of all available members. The actual number of all individuals estimated to have surgical treatments while actively serving was between 25 and 130 individuals – hardly enough to cause any meaningful hindrance to military activities (PBS, 2017). In regards to this same issue of military disruption, eighteen other countries were examined in a study to determine if transgender service members cause any noticeable problems. Overall, the study â€Å"didn't find any readiness or cohesion implications† involving transgender individuals. Many countries revealed concerns about bullying issues at one point, but it was later determined that simple policy changes were able to deal with this issue (PBS, 2017). If other countries are able to work around the minor ‘difficulties' that transgender individuals may pose, then why can't the United States as well? Surely if this situation is able to work for other countries, it can for Americans as well. Along with this information, President Trump's proposed ban has received legal criticism as well. There are concerns that this ban would violate the Constitutional rights of those individuals affected by the ban. One example of the legal obstacles that this ban has faced occurred in August of 2017. Two gay rights groups filed a lawsuit to ‘ban' the ban before it could be instated. This lawsuit was filed on behalf of five transgender women who are openly and actively serving in the military, for they feel strongly that this ban would violate their constitutional rights (Cooper, 2017). Although the lawsuit itself wasn't the cause, the individuals who filed the suit earned at least a temporary victory in late October, for the ban was temporarily blocked in court by a federal judge (Kheel, 2017). This same judge responsible for the blockage was quoted saying that the ban â€Å"does not appear to be supported by any facts.† Along with this, another federal judge reviewed this ban in court and halted the ban altogether (Marimow, 2017). He stated that active-duty transgender service men and women already suffer harmful consequences because of the president's policy. Some examples of said consequences include being set apart as inherently unfit, facing the threat of discharge, the inability to move ahead with long-term medical plans, and the inability to commission as an officer.Due to these two federal court rulings, it is clear that there is much to be concerned about regarding the legality of the ban. A third court case was carried out with the National Center for Lesbian Rights (NLCR) and the GLBTQ Legal Advocates ; Defenders (GLAD) as the plaintiffs. They argued that the ban violates the Fifth Amendment rights of all transgender service members, and they pushed for the removal of the ban on funds for gender reassignment surgery (which accompanied the transgender ban). Judge Colleen Kollar-Kotelly presided over the court. After the case ended, she wrote a 76-page memo emphasizing the fact that the plaintiffs' Fifth Amendment claim is a strong one that will prove difficult to refute once it reaches the Supreme Court. The fact that this ban has been heavily criticized, and in some cases acted upon, by not one, not two, but three highly-esteemed judges only serves to prove that this ban is in violation of the Fifth Amendment and is highly discriminatory against transgender individuals who are only trying to serve their country. This ban has only encountered setback after setback in court, yet the Secretary of Defense is still being pressured to produce a plan for both carrying out the ban and dealing with currently enlisted transgender individuals. Although President Trump is still pushing for action to be taken, the ban is still being processed through the courts as an appeal is being sought after due to the decisions made from past cases (Lopez, 2017). Although there are many ‘arguments' out there that support the idea of a United States Military with a transgender ban, they lack substantial evidence, and the evidence that is presented is far from accurate in most cases. President Trump's two main reasons for the ban, disruption of military service and health and medical costs, are easily discredited when all of the facts are lined out.In regards to ‘disruption of services,' it's clear to see why this isn't a legitimate issue for the United States Military. First of all, there is roughly, on estimate, a total of 13,500 transgender individuals serving actively, in the reserves, or in the National Guard. Of these 13,500 transgender individuals, only an estimated 25-130 active members will ever undergo long-term surgical treatments that would cause disruption while serving. These numbers, compared with the estimated 1,281,900 total of all active service member, along with the 801,200 estimated to be in reserve, account for far less than even one percent of the military's total service members (PBS, 2017). So, assuming that the highest estimate of 130 military members undergo surgical treatment while serving, an extremely insignificant fraction of all military members would be incapable of carrying out military duties while recovering. This accounts for .0015% of all available ‘manpower' at any given time for the military (PBS, 2017). That percentage is hardly worthy of being referred to as a ‘disruption.' The second main ‘reason' behind this ban is the potential costs. The President and his staff worry that the medical treatments and surgeries that transgender individuals require is an expensive and unnecessary cost to the United States Military budget. While gender reassignments and other surgeries are certainly expensive, as stated in the previous paragraph, only about 25-130 individuals will even have the operation done (PBS, 2017), and the military has historically not been required to pay for these surgeries unless they are proven medically necessary on a case-by-case basis. Along with this information, a study in The New England Journal of Medicine in 2015 found that the total costs for these surgeries and treatments would amount to somewhere between 4.2-5.6 million dollars, or roughly ten percent of the annual military healthcare budget. For those that think this is a large amount of money, the annual amount of taxpayer dollars spent on medication for erectile dysfunction alone is over ten times this amount at 84 million dollars annually. Claiming that transgender medical costs are expensive and unnecessary is plain wrong. While not all treatments are medically ‘necessary,' several treatments are. Denying transgender individuals from serving in the military due to medical costs would be the equivalent of denying a diabetic the ability to serve; it makes no sense. President Trump has made a lot of changes since he was elected into Presidency. While his decisions usually at least make some sense, the transgender military ban makes no sense at all. His two main reasons for this ban, which were potential disruption of military activity and medical costs, are backed by little to no evidence, and his ban is coming across as discriminatory both in the public eye and in court so far. Transgender individuals should not be denied the right to serve because they have been allowed to serve (not openly) for several years with little to no problem, they don't cause any disruption or hindrance to military activity, and the ban itself is being reviewed for its potential violation of the Fifth Amendment and discrimination against transgender individuals. All of this effort for a ban that isn't necessary should be spent on something more useful to America.

Marketing Plan of Biscuit - 2883 Words

ASIAN FOODS LTD. MARKETING PLAN FAT-FREE BITE BISCUITS Haseeb Ghaffar Waleed Iqbal 12/23/2010 INTRODUCTION: Marketing Plan: - Marketing plan is the central instrument for directing and coordinating the marketing efforts. The marketing plan operates at two levels: Strategic marketing plan: - This plan lays out the target markets and the values propositions the firm will offer, based on an analysis of the best market opportunities. Tactical marketing plan: -†¦show more content†¦We want to bring our products to the customer in supermarkets. This allows the customers to try our product before buying it and feel positive about our product. Current and Prospective Target Market: The current target market for the original BITE is children. The original BITE biscuits have previously focused on and promoted the new colors for the crà ¨me filling, which would generate new interest amongst children, who would in turn convince their parents to buy the new biscuit. We have created an entirely new target market for our Fat Free BITE. Our marketing communications will be primarily directed toward women ages 18-45 that are health conscious, yet still enjoy consuming sweets. The target market lives in the urban part of the city and resides in the middle to upper middle income range. Our target audience enjoys recreational activities for exercise, such as swimming, biking, jogging, or power walking. The psychographics of our target audience are the desire to be healthy and fit, yet have a difficult time eliminating those sweet indulgences they crave and desire. They probably have a pattern for low self control and/or self discipline in regards to what foods they consum e. The target market will purchase our new product for themselves and possibly their spouses. As a result of the increasing problem of obesity amongst children, we have made our children our secondary target market. 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