What are the likely effects of fracking on global energy security - Free Essay Example

Sample details Pages: 9 Words: 2596 Downloads: 1 Date added: 2017/06/26 Category Energy Industry Essay Type Cause and effect essay Level High school Did you like this example? Introduction Hydraulic fracturing (fracking) is a novel method for extracting oil and natural gas that involves injecting highly pressurised water, sand and chemicals into shale rock deep beneath the Earths surface (Sica 2015; Holloway Rudd 2013, p.xi). Commercially viable fracking techniques have been honed over the past two decades in the USA, and have proved to be an effective means by which difficult to reach resources of oil and gas can be exploited (BBC News 2013). Fracking is generally agreed to have had a dramatic effect on the price of fossil fuels, leading some to declare a fracking revolution (Ruhl 2013). Don’t waste time! Our writers will create an original "What are the likely effects of fracking on global energy security?" essay for you Create order The Brookings Institute estimates that average US gas prices in 2013 were 47% lower than they would have been without fracking. This means that, overall, consumers of gas saved approximately $13 Billion in the period between 2007 and 2013 à ¢Ã¢â€š ¬Ã¢â‚¬Å" a figure that is increasing exponentially as production of fracked fuel increases (Dews 2015). As fracking was pioneered in the USA à ¢Ã¢â€š ¬Ã¢â‚¬Å" a market recently described by McDonald (2014) as account[ing] for practically all of the worlds commercial production à ¢Ã¢â€š ¬Ã¢â‚¬Å" this paper will base its outlook on the impact of fracking on US energy security. We will begin by looking at the potential opportunities presented by fracking, then turn to the domestic challenges before considering the global impact, which will be split into a critique of the geopolitics and an assessment of the environmental factors raised by the technique. The potential of fracking The United States Energy Information Agency estimates that there are approximately 7229 trillion cubic feet of recoverable shale gas reserves globally (EIA-ARI 2013). This figure is likely to increase significantly, given that during this study, the EIA surveyed just 46 regions in 41 separate countries (p.1). For comparison, the Oil and Gas Journals 2012 Worldwide look at Reserves and Production put the total figure of proven recoverable conventional gas reserves at 7074 trillion cubic feet; a figure already smaller than the potential of shale gas, and one that is likely to be dwarfed as further shale exploration yields new gas fields. Although commentators such as Inman (2014) have called the predicted size of potential reserves of shale gas into question, the potential for independent energy production is obvious, and has already been hinted at by the American experience. Between 2005 and 2013, the USA reduced net imports from 10.9 billion cubic feet of natural gas, to just 4. 8 billion cubic feet. Over the same period, the wholesale price of gas collapsed from a high of $8.79 to a low of $3.71. Some experts expect the USA to become a net exporter of natural gas as soon as 2018 (Oil and Energy Trends 2013). Chief economist and Vice President of BP, Christof Ruhl (2013), predicts that, in a short space of time, the USA will also replace Saudi Arabia as the worlds largest energy producer. Although turbulence in the price of gas is not solely down to increased supply (and is presently exacerbated by a global economic slowdown), fracking has two important benefits for the energy security of countries with reserves of shale gas: They are insulated from fluctuations in global price such as those found between 2005 2013; and The risk of sudden, unexpected geopolitical events impacting on supply is greatly mitigated. Similar potential benefits are open to other nations with reserves of shale gas, which perhaps explains why countries such as the United Kingdom, which could supply its entire gas needs for the next 50 years by extracting just 10% of its estimated reserves, are so keen to expand their onshore fracking activities (Cooper, Stamford Azapagic 2014). Domestic challenges of fracking Fracking is not without its critics. In a major survey of media portrayals, Groat Grimshaw (2012) found that two-thirds of stories across all forms of news media in the USA were negative. They go on to criticise the fact that that less than a quarter of all stories made any reference to scientific research on the issue. The UK, where the government has shown a commitment to developing fracking that could make it the second major economy to follow the lead of the USA, has seen major public objection to fracking, sparked in part by a number of earthquakes that were attributed to drilling activities (BBC News 2011). Others have highlighted drinking water contamination, air pollution, and limited regulation (meaning wells can be constructed on church grounds and schools) as major criticisms of fracking in the USA (Goldberg 2013). Holloway Rudd (2013 p.126) reject many of these criticisms, noting that no link had been found linking fracking to reports of groundwater contamination. They cite a major study by the University of Texas, which concluded that many problems ascribed to hydraulic fracturing are related to processes common to all oil and gas drilling operations and that any reports of contamination can be traced to above-ground spills or other mishandling of wastewater produced from shale gas drilling, rather than from hydraulic fracturing (Holloway Rudd, p.126). These justifications seem disingenuous; the issues identified are a direct consequence of fracking, even if they are not unique to it as a form of energy extraction. Over 15 million Americans now live within a mile of an oil or gas well, a figure likely to skyrocket as more wells are constructed, especially if densely populated nations such as the UK commence drilling operations (Gold McGinty 2013). As fracking is a technology that brings production closer to communities, it is imperative that the industry do more to address these issues, rather than dismissing them as normal consequences of fossil fuel production. If they do not, they will fail to win over public opinion, which in turn could result in a hostile regulatory regime that could act as a major impediment on the proliferation of fracking worldwide, negating any positive effects on energy security. The Geopolitical significance of fracking It is not just the size of potential shale gas reserves that is significant; it is also their global distribution. Presently, Russia tops the current list of nations with proven gas reserves, closely followed by Iran, with Saudi Arabia, Turkmenistan and Venezuela all featuring in the top ten à ¢Ã¢â€š ¬Ã¢â‚¬Å" all nations with questionable human rights records, or a history of animosity towards the USA (Oil and Gas Journal 2012). By contrast, China à ¢Ã¢â€š ¬Ã¢â‚¬Å" with negligible traditional energy reserves à ¢Ã¢â€š ¬Ã¢â‚¬Å" tops the list of technically proven shale gas reserves. Brazil, the USA, and South Africa also feature in the top ten of this list (EIA 2014). This means that fracking has an enormous potential to impact on global energy security. Six out of the top ten companies in the world are involved in the energy sector, and the future of fracking could well impact on their long-term fortunes (Fortune 2014). Large exporters such as Saudi Arabia, Russia, and Venezue la depend on oil and gas exports for their security and standing in the world, and plan their foreign policies accordingly (Orttung Overland 2011). Control of fossil fuel reserves has been a factor in many global territorial disputes, and is a major motivating factor behind US political and military involvement in the Middle East (Overland 2015). Clearly then, any change to the existing status quo with regards to the production, import, and export of gas is going to have a profound impact on global politics and the future of global energy security. If the USA does indeed become a net exporter of energy, its strategic interest in the Middle East à ¢Ã¢â€š ¬Ã¢â‚¬Å" where it has a huge military presence, and has been directly involved in two recent wars à ¢Ã¢â€š ¬Ã¢â‚¬Å" is likely to wane (Index of US Military Strength 2015, p.117). Some nations that exert their foreign policy objectives through energy are likely to see their influence decline, while others will see potential for their security to improve. European energy security At present, relations between Russia, Europe and the USA are strained. As much as a quarter of the EUs gas is imported from Russia, and nearly 80% of it has traditionally travelled in pipes through Ukraine (BBC News 2009). Successive disputes between Ukraine and Russia regarding payment for gas resulted in almost annual cut-offs in European supply over successive winters in the latter half of the decade, causing some governments to declare a state of emergency as schools and factories closed and people struggled to survive the freezing temperatures (Cendrowicz 2009). These cuts in supply were short-lived, but demonstrate how vulnerable European energy security is to geopolitical events beyond its control. The overthrow of pro-Russian president in Ukraine, the Russian annexation of Crimea, consequent European sanctions, and a Ukrainian gas production base that is centred to the east where insurgent fighting continues to wreak its toll all point to major, continued threats to glob al energy security, and perhaps underline why European nations might want to reconsider their initial reluctance to pursue the option of fracking (Oil and Energy Trends 2014). It is clear that if predictions of shale gas reserves prove accurate, Russian influence on global energy security will be greatly diminished, and a new hierarchical relationship will develop. It is also noteworthy that while Russian influence might decline, two other BRIC nations à ¢Ã¢â€š ¬Ã¢â‚¬Å" China and Brazil à ¢Ã¢â€š ¬Ã¢â‚¬Å" may step onto the stage as global players in the global energy market. Some observers have commented that this could accelerate the USAs decline as a hegemonic superpower; however, with the alluring prospect of energy independence itself, fracking might actually help to revive American fortunes (Dunn Mcclelland 2013). Climate Change Although fracking has the potential to guarantee energy security for many nations, while precipitating the decline of influence for some producers and hastening the rise of others, in the long term, it has the potential to be a retrograde step for energy security. At a time when scientific consensus seems to be that the use of fossil fuels is adversely impacting on the economic and ecologic future of the planet, it seems unfortunate that fracking à ¢Ã¢â€š ¬Ã¢â‚¬Å" with its promise of low cost energy independence à ¢Ã¢â€š ¬Ã¢â‚¬Å" has been developed as a technology. The UK seems almost certain to miss its objectives under the Climate Change Act 2008 of reducing carbon emissions to 80% of 1990 levels by 2050 if it continues to pursue its policy of fracking (Cooper, Stamford Azapagic 2014). Although carbon taxes could offset the economic consequences of climate change, the political hurdles to implementing such policies have proved challenging to date (Rabe Borick 2012). Furthe rmore, carbon taxes will not mitigate against the physical consequences of climate change, which even by conservative best case scenario estimates, is likely to exacerbate food and water security, result in more frequent freak weather events, and mean a rise in sea levels by the middle of the century (Schneider et al 2007). These factors are likely to result in greater instances of conflict, as populations compete for increasingly scarce resources (Scott 2012). As such, the short term benefits to energy security that fracking could bring could eventually contribute to long term global instability as the more serious effects of climate change begin to take effect. Conclusion As we have seen, the fracking revolution has the potential to shake up the largely static hierarchical energy relationships that have existed since the end of World War Two. Nations such as the USA and the United Kingdom have the potential to become energy independent within a generation. Growing economies with limited traditional energy reserves such as China have the potential to become energy producers, which, until now, they have largely been excluded from. For the winners, a future of energy independence beckons, which in turn means greater energy security and greater global security. Although there are many benefits, the impact of climate change cannot be ignored. Fracking provides cheap domestic fuel, which in turn means that the point in time at which it becomes economically viable for societies to switch to renewable sources of energy disappears further into the future. This means that, long term, fracking could contribute to increased political volatility and uncertain ty, which in turn could result in reduced global energy security. Ultimately, fracking could prove to be a false economy. Bibliography Andrews. I., 2013. The Carboniferous Bowland Shale Gas Study: Geology and Resource Estimation, British Geological Society for Climate and Energy Change, London, 2013. https://assets.publishing.service.gov.uk/government/uploads/system/uploads/attachment_data/file/226874/BGS_DECC_BowlandShaleGasReport_MAIN_REPORT.pdf  last accessed 31st October 2015 BBC News. 2009. EU reaches gas deal with Ukraine. BBC News Online https://news.bbc.co.uk/2/hi/europe/8179461.stm  last accessed 26th October 2015 BBC News. 2013. What is fracking and why is it controversial? BBC News Online https://www.bbc.com/news/uk-14432401 last accessed 24th October 2015 BBC News. 2011. Anti-fracking protesters target Blackpool Tower. BBC News Online https://www.bbc.com/news/uk-england-lancashire-14431512  last accessed 25th October 2015 Cendrowicz. L., 2009. Russia-Europe Gas Spat Endsà ¢Ã¢â€š ¬Ã¢â‚¬ For Now. Time Magazine https://content.time.com/time/world/article/0,8599,1870597,00.html last acc essed 27th October 2015 Cooper. J., Stamford. L., Azapagic. A., 2014. Environmental Impacts of Shale Gas in the UK: Current Situation and Future Scenarios. Energy Technology. 2 (12) Dec 2014, pp.1012-1026. Dews. F., 2015 The Economic Benefits of Fracking. Brookings Institute [Online]. https://www.brookings.edu/blog/brookings-now/2015/03/23/the-economic-benefits-of-fracking/  last accessed 24th October 2015 Dunn, D., Mcclelland, M. 2013. Shale gas and the revival of American power: debunking decline? International Affairs, 89: 1411à ¢Ã¢â€š ¬Ã¢â‚¬Å"1428. doi: 10.1111/1468-2346.12081 EIA-ARI. 2013. World Shale Gas and Shale Oil Resource Assessment. https://www.adv-res.com/pdf/A_EIA_ARI_2013%20World%20Shale%20Gas%20and%20Shale%20Oil%20Resource%20Assessment.pdf last accessed 24th October 2015 Fortune. 2014. The 500 Largest Corporations in the World, https://money.cnn.com/magazines/fortune/global500/index.html last accessed 26th October 2015 Goldberg. S., 2013. Fracki ng hell: what its really like to live next to a shale gas well. Guardian Online https://www.theguardian.com/environment/2013/dec/14/fracking-hell-live-next-shale-gas-well-texas-us last accessed 25th October 2015 Gold. R., McGinty. T., 2013. Energy Boom Puts Wells in Americas Backyards. Wall Street Journal https://www.wsj.com/news/articles/SB10001424052702303672404579149432365326304 last accessed 25th October 2015 Holloway. D., Rudd. O., 2013. Energy Sustainability: Fracking: The Operations and Environmental Consequences of Hydraulic Fracturing, (1st edn, Wiley) Index of US Military Strength. 2015. The Heritage Foundation. https://ims-2015.s3.amazonaws.com/2015_Index_of_US_Military_Strength_FINAL.pdf last accessed 27th October 2015 Inman. M., 2013. Natural Gas: The Fracking Fallacy. Nature. 516 (7529) https://www.nature.com/news/natural-gas-the-fracking-fallacy-1.16430 last accessed 25th October 2015 Intergovernmental Panel on Climate Change. 2014. Climate Change 2014 [online]. https://www.ipcc.ch/pdf/assessment-report/ar5/syr/SYR_AR5_FINAL_full.pdf last accessed 13th October 2015. McDonald. P., 2014. SURVEY: Fears over energy security provide boost for shale gas prospects. Oil and Energy Trends, 39: p.10à ¢Ã¢â€š ¬Ã¢â‚¬Å"18. doi:10.1111/oet.12183 Oil Gas Journal. 2012. Worldwide Look at Reserves and Production. Oil Gas Journal 2012; 110:12; pp.28à ¢Ã¢â€š ¬Ã¢â‚¬Å"31. https://www.ogj.com/articles/print/vol-110/issue-12/special-report-worldwide-report/worldwide-look-at-reserves-production.html Oil and Energy Trends. 2013. Focus: US looks for export markets for its NGL. Oil and Energy Trends 2013; 38:7; pp 3à ¢Ã¢â€š ¬Ã¢â‚¬Å"6, DOI: 10.1111/oet.12077. Oil and Energy Trends. 2014. FOCUS: Europe counts the energy cost of Ukrainian crisis. Oil and Energy Trends, 39: 3à ¢Ã¢â€š ¬Ã¢â‚¬Å"7. doi: 10.1111/oet.12162 Orttung, R., Overland, I. 2011. A limited toolbox: explaining the constraints on Russias foreign energy policy. Journal of Eur asian Studies, 2 (1), 74à ¢Ã¢â€š ¬Ã¢â‚¬Å"85. Overland, I. 2015. Future Petroleum Geopolitics: Consequences of Climate Policy and Unconventional Oil and Gas. Handbook of Clean Energy Systems. 1à ¢Ã¢â€š ¬Ã¢â‚¬Å"29 Rabe, B., Borick, C. 2012. Carbon Taxation and Policy Labeling: Experience from American States and Canadian Provinces. Review of Policy Research, 29: p.358à ¢Ã¢â€š ¬Ã¢â‚¬Å"382. doi:10.1111/j.1541-1338.2012.00564.x Ruhl. C., 2013. Oil Boom 2.0 à ¢Ã¢â€š ¬Ã¢â‚¬Å" An American Dream Updated. LinkedIn [blog] https://www.linkedin.com/pulse/20130730080645-259060403-oil-boom-2-0-an-american-dream-updated last updated 24th October 2015 Scott. S., 2012. The Securitization of Climate Change in World Politics: How Close have We Come and would Full Securitization Enhance the Efficacy of Global Climate Change Policy? RECIEL. 12(3) November 2012, p.220-230. Sica, C. E., 2015. Stacked Scale Frames: Building Hegemony for Fracking Across Scales. Area. doi:10.1111/area.12213 Stern, N. (2006). Stern Review on the Economics of Climate Change: Executive Summary. HM Treasury, London. https://webarchive.nationalarchives.gov.uk/20100407011151/https://www.hm-treasury.gov.uk/sternreview_index.htm last accessed 23rd October 2015

The Scarlet Letter, By Nathaniel Hawthorne - 1229 Words

The antagonist of a story, or the villain, is someone who has a diabolical plan towards someone or something. The definition of a villain is, a cruelly malicious person who is involved in or devoted to wickedness or crime; [a] scoundrel (dictionary.com). In the novel, The Scarlet Letter, by Nathaniel Hawthorne, Roger Chillingworth displays the qualities of being a villain, making him the antagonist of the story. Throughout the story Roger has an ulterior motive and his actions were diabolical, qualifying his as a villain. Although he did not always seem despicable, his character developed into the monstrous man known as Roger Chillingworth. The definition of a villain is, a cruelly malicious person who is involved in or devoted to wickedness or crime; [a] scoundrel (dictionary.com). Classifying someone as a villain means that they have specific qualities. Of the qualities, evil, cruel, and malicious come to mind. As the antagonist of a story, the person poses as an obstacle in the wa y of the protagonist or other characters in the story. They stand between them, making their life miserable or putting them in grave danger. The villain of a story devotes their life to being bad when they have a solid motive. Their motive, seeming right to them, can be anything, in this novel it is revenge and anger that was stirred up by someone our antagonist loved. All villains might not start out as sinister people, like Roger Chillingworth, who was an average man until he discoveredShow MoreRelatedThe Scarlet Letter By Nathaniel Hawthorne1242 Words   |  5 PagesLYS PAUL Modern Literature Ms. Gordon The Scarlet Letter The scarlet letter is book written by Nathaniel Hawthorne who is known as one the most studied writers because of his use of allegory and symbolism. He was born on July 4, 1804 in the family of Nathaniel, his father, and Elizabeth Clark Hathorne his mother. 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Similar to Hester and Dimmesdale, Roger Chillingworth allows his emotions to influence his life; however, his influence came as the result of hi s anger. Throughout the book, Hawthorne documents how Dimmesdale and Hester s different ways of dealingRead MoreThe Scarlet Letter By Nathaniel Hawthorne1714 Words   |  7 PagesSome two hundred years following the course of events in the infamous and rigid Puritan Massachusetts Colony in the 1600s, Nathaniel Hawthorne, descendant of a Puritan magistrate, in the 19th century, published The Scarlet Letter. Wherein such work, Hawthorne offered a social critique against 17th Massachusetts through the use of complex and dynamic characters and literary Romanticism to shed light on said society’s inherent contradiction to natural order and natural law. In his conclusive statements

A Day That Never Happened Before free essay sample

â€Å" I am the greatest!† Four simple words but and great sentence. Most people strive hard to earn the right to say or write these words in honor of his name- including myself. Who would not want to be great? The answer is everyone of us. Yes! I darely believed that not one of us would not want to be equally great as Albert Einstein or Leonardo Da Vinci. Some even want to be a superhero like Superman or Spiderman. Another question to be considered is how to become great. You should not worry because I have one good experience that would tell you how to become equal to the greatest. One good day in my quiet simple life as a young man, I woke up with   vivid smile in my face. My friends were at the kitchen preparing some food for our adventure set on that day. You should have imagined right now how excited I was that time. We will write a custom essay sample on A Day That Never Happened Before or any similar topic specifically for you Do Not WasteYour Time HIRE WRITER Only 13.90 / page We were set to invade one of the highest waterfall in our place.   How’s that?   What I am excited about are not the things that are planned to be done but the inevitable consequences that might occur which would go beyond our control. After all, we all wanted adventure. The place was equally august as expected. The height of the waterfall was recorded at approximately two hundred feet and the depth of the pond that catches the water was too enough to advise to wear lifejacket all the time to ensure our safety. I call the basin of the waterfall a pond. The water was bluer than the sky and green was around. Truly beautiful. A raft was made available for those adventurers who would want to get into the foot of the waterfall where a small cave lies. The raft was craftily made using bamboo trunks and bigger than big plactic barrels tied by a big rope. The plastic barrels are used to prevent the raft from sinking. The raft can contain as many as thirty people of different weights. Just imagine what kind of fun it could offer. It works going to the foot of the waterfall by pulling a big rope against the current of the water which one end tied inside the small cave and the other end tied at the gigantic trunk of a tree naturally positioned at the opposite side of the pond. Proper pulling and maneuvering of the raft is the only key to get into the small cave unless a good number of people providing strengths to go against the strong current of water coming from the majestic waterfall. Aside from rafting, rock climbing can also be enjoyed at the place. What is more exciting in rock climbing is when to get to the highest prescribed weight to be climbed is the next thing you are more likely to do†¦jump! It is just about thirty feet above the surface of the cold water. For a first timer like me, it would be the most breathtaking moment of my life. I was looking at the grandeur of the setting and felt relaxed. All the tiredness I earned from hiking two kilometers and making four hundred twenty-nine descending steps just to get into the nature’s gift were vanished. My friends feel the same thing. All the good emotions I could afford to find were all there. Little did I know that one of the best experiences is already taking place. I did not hesitate to try everything and all are worth trying. Fascinating. The best part of the adventure is seeing myself riding the raft with three of my friends. Two of them are girls. I guess you could know how exhaustive it is. I was in front with my guy friend and the two girls were at our back for support. Our goal was to beat the record of five folks who successfully made it to the cave earlier that day. While doing the chore, the girls fell off one after the other from the raft. The current was so powerful that made it very hard for us to do the grip at the big rope. The girls did not give up. They climbed back to the raft and started pulling again. They are really determined to test their endurance. The tension was all over us. My palms were already pink because of the pressure it exerted against the rope. I agree that pink is better than red whish is the color of the palms of my friends. All of us tried all positions while pulling the rope just to have the maximum force we could ever put to it. Before we decided to reach the small cave, I was just contented pulling the rope against the current just to get through the middle of the pond and when we get there we stop pulling, try to relax by having a safe ride to where we come from by just going with the current. You must take note that getting into the middle of the pond is already fulfilling. Try to think how fulfilling it is to reach the cave. What am I thinking? I convinced my company to try going into the cave. Convincing people is one of my expertise and that was the easiest part. We are doing it. After so many attempts, I was so desperate and decided to quit. I already accepted that the four of us could not do it. Two of my good friends decided to quit pulling too. Unfortunately, the other girl was still pulling despite seeing sitting down and trying to calm our palm. She fell off from the raft twice, pulled her back and still pulling. She continued doing it without saying a word or even looking at us. I was surprise with her courage and determination and eventually became inspired. The next moment I saw myself pulling again with a stronger grip ignoring the pain in my palm. I gained determination. The other two did the same and we are back in form. I gazed at her, felt charmed with her splinded smile. A stronger pull, better grip and much cooperation finally made us achieved what we wanted. We reached the small cave. I was so happy but the happiest was my female friend. At the other end of the pond, some people overwhelmingly clapped. I take the clap as a gesture of felicitations and salutations to the four of us who tried and tried and succeeded. After that, we rest ourselves at the comfort of a safe ride. I sat at the raft smiling. I was still overwhelmed with what we have accomplished. I was thinking deep and realized that the whole experience at the raft carved a life-changing lesson in my heart and soul. When I decide to get into the cave and do something courageous, it taught me that life is indeed taking risk. You can not achieve what you want in life if you refuse to take the risk. When taking risk you should be well-equipped with courage, faith, determination and a little bit of inspiration. My female friend has it all. She inspired us. She is the reason why we reached our goal. A deeper thinking convinced me that courage, faith, determination and an inspiration are the qualities one must have to maximize his potential and become great. Courage and faith conquer fear in taking risks. Determination, on the other hand, keeps you going despite all disappointments and desperation that you will encounter. Finally, an inspiration would give you the comfort that what you are doing has worth. Life is always mysterious. You need to decipher its mysteries even in simple things like rafting or climbing or just walking. When you are able to understand what life is all about, greatness is within reach of you hand.   Absolutely, it was a day that never happened before and I doubt if it would happen again. I was glad that when it did, it taught me a lot about life.

Relationship Marketing and Customer Retention

Question: Discuss about the Relationship Marketing and Customer Retention. Answer: Introduction Morrison has been appeared to be a grand-market, which was introduced in UK. It was recognized as greatest series of huge market acquiring fourth position globally as compared to other reputed brands such as Asda, Sainsburys, and Tesco. This grand-market was established previously counting 100 years. Earlier than it was just a booth located in the market named as Bradford. Morrison was also recognized as the venture of family and has reached triumph throughout the longer period. Starting with a little booth till hypermarket, it reached till a phase of development and reached success. Currently, Morrison operates over 450 outlets globally and has appeared as the greatest food suppliers. William Morrison introduced the organization and thus it takes his name Morrison. Their chief firm is situated in Bradford, UK. Currently, Morrisons head is Andrew Higginson and David Potts is their CEO. In this firm, there prevails a custom arrangement, which is being followed by this firm and that is known to be a Market Street. Morrisons ventures atmosphere is considerable as it is completely different and unique from other rivals. The value proposition regarding the individual actually seems to be sort of business that would basically a marketing statement that would assist in defining the requirement of purchasing the product and service for the utmost benefits. It would aims and targeting the esteemed customer requirement. Morrison would require the value proportion as it would be assisting in rectifying the problem and support in accomplishing the requirements or goals. It would certainly require the value proportion to draw the distinction among the value that you provide and value they will be receiving from somewhere else. It would help in creating the value proposition by accepting the business that would be lending the product and thus occupying the fourth largest supermarket in United Kingdom. Moreover there are various different relationship concepts that would enhance the absolute value proposition of the innovative loyalty card that would be adopting by Morrison for gaining the profitable market sh are. Therefore, it would include the explained evaluation regarding the customer value chain that would be discussing in the discussed report. After reviewing the report, there would be appropriate solution to the discussed topic along with the examples. Relationship marketing and customer retention Methods to maintain customer by relationship marketing:- As considering methods, there exist really several forms, which can be implemented by a firm for maintaining their purchasers along with the assistance of relationship marketing. And the crucial concentration of relationship marketing is based upon the devotion of their clients as well as the extensive period connection of shoppers fairly than the petite period connection (Business Insider, 2015). Methods that can be implemented by the firm are: By locating clients outlooks The finest method to maintain the clients within a firm is to maintain the hope of the customers extremely than ever previously. By locating the anticipation previously assists in decreasing the doubt to the service level in which a firm can verify that their customers are satisfied. By appearing to be the professional It is also recognized to be other method by which clients can be maintained. Firms are relied upon the facilities to operate their functions. Rather, firms should become more skilled in their sector by which they can maintain their clients. Whether a firm appears to be more faithful advisor after routinely there exists client devotion that may surely decrease the clients mix. A firm would recognize the issues clients are dealing with for creating trust. Creating trusts by relationships In a firm, a good connection plays crucial role for maintaining the list of clients. Customers would belief their firm and then only they will attain success. A firm might also pay a lot of attention towards their customers and positivity with their connection to clients. Currently, competitiveness prevails in a huge manner in the market very conveniently offering the facilities for the client is inefficient, as they should too have to create shared feelings along with the customers for offering them good sense and acquiring back again. Through applying email business operation Firms should message their active clients just for one time in a period and should let them know regarding the latest facilities as well as the updates connected to the firm. By this method, the relationship among the firm and the client is maintained; and by this the client as well as the organization may experience values (Donald and Jennifer, 2004). Through initiating a blog It assists in creating a connection with the clients. As regarding to the blog, it consist a facility by which the firm can write or update their achievement every week basis. Clients can also provide their feedback and suggestion regarding the firm on such blogs by which a firm can view further to the issues of the clients they are dealing with, and by easily fixing all of them. Through this method, the clients experience values and they seek to maintain the same one in the firm. Through facilitating clients facility It is considered as the most effective method for maintaining clients is through the client is by augmenting the clients facility (Thomas, 2001). Generally every client leave their firm by the result of frustration with the facilities and for retaining the contentment between the facilities and clients should be augmented. Implementation of CRM model CRM structure is generally defining client connection administrative structure and consist several implementations in vast range of sectors. CRM model is effectively applied in hotel business. Hotels may result to struggle with several reputed names in the industry for retaining their position as well as to draw other clients towards them and the most crucial factor is to maintain their previous market. CRM assists in drawing the fresh clients as well as it also encourages contentment and devotion between clients. It can also assist in maintaining the clients and develop the ventures methods as well as the outcomes (Martin, 2015). CRM structure can be applied in medical fields also. This structure can also be implemented in medical centers and result to assist in developing the simplicity for the prices (Knox, 2003). Moreover, it also assists in the administrating the medical centers and also assist in the application the strategy of healthcare administration and sale campaign. This structure is helpful for the assessment of this firm because it assists in the reinforcing the concentration of the client and moreover assists to struggle further well along with erstwhile rivals. CRM structure also assisted this firm in fine consideration of the clients and moreover the preference of the clients, their choices as well as the purchasing pattern of every human being. Further, applying this structure for the assessment Morrison can also be capable to decrease the price of the gaining regarding the clients, great development in the client facilities. Most significantly, there will surely be client maintenance and thus devotion of the client regarding the firm also gets augmented. Benefits also appears to be developed and there exist apparent recognition regarding the beneficial clients as well as the customer outcomes. There also exist resemblance among the client maintenance as well as the industrial connection as every ways assist in maintaining the clients. Industrial connection assists the venture in containing the lengthier period connection with the clients by offering them the finest facilities, hence the client can be devoted to the venture and maintains regarding the venture maintenance also gets raised. Also their wishes fulfilled by the firm or the ventures easily satisfy the client maintenance, the client. Idic Model For evaluating the study regarding the connection mediators, the firm recognizes several constructs with identical explanations, which functions beneath various assumed name and creates with identical names. Rogers and Peppers developed IDIC model. This structure describes that a firm should always approach four methods for retaining their customers and keeping the lengthy period connection along with the clients. Four activities which should be implemented can really be customized, interacted, differentiated, and recognized. In a firm, for creating client value by supervised connections as well as finest approaches client experiences, the firm should recognize clients, segment them, relate with them, as well as modify few features of their characteristics regarding them. Assessment of client connection administration method: Assessment of Morrisons Morrisons is generally a hypermarket firm, which is located in the UK. The basic nucleus positive point of this firm is which it offers new products over the nation containing extremely great excellence (Buttle, 2004). The method Morrison encourages their newest advancement; clients appears to be greatly know regarding the food quality as well as the atmospheric apprehensions. Due to the huge supervision on their contribution series it offers making it more spirited benefit in the industry. Morrison applies several various features to separate themselves from other rivals. Individual among them is the client facility. In this form a firm can segment themselves from other rivals. This firm approaches easy facility plans by offering the finest client facility and Morrison basically encourages their executives in the atmosphere themselves along with other rivals just for the contending the industrial share. This firm provides the finest goods and facilities along with the assistance of Industrial Street and therefore there exist huge client maintenance. Furthermore other firm lacks to execute in a proper manner. This firm also spend during the entrepreneurship as well as growth plans regarding the executives and resulting to offer excellent class client facility produced that might draw great number of clients. Hence, clients of Morrison are pleased by getting the facilities they get. Morrison also comprised their rivals Lidli and Aldi regarding the cost comparing deals. Inbond Lojistics Morrison would be following the vertical integrated chain value that would occupy the number of abattoirs, bakeries and various pack houses of the vegetable and fruits. There would be benefit that represents the manufacturing facilities of Morrison which was in close proximity toward the distributor center even allowing the reduction of foods miles and reducing the cost as well. The advantage of such would be offering to the customer for meeting the utmost benefits and advantages that would meet the target expectation of the group and would be including the high perceived value therefore the customer would stay back in the company for long term. It is in general explaining the fact that it would synchronize the detailed firms and the method that would be imply in the tedious operation, moreover explaining to more easy it is a business sense that would be logistic that means involves the logics and the flow of management system in order to acquire the defined goals in the midst of sta rting point and consumption or destination end for meeting the expectation and need of customer regarding the corporation. The facility tradition can be appear to be prevailing in a firm only when a facility based and clients interest emerges as the most significant rule in the form. Several organizations have maintained the aims of being client-oriented, rather some tend to consist extremely instilled the tradition in the firm for making it to emerge it as the essential part of company. The corporate tradition is the group of basic standards and values contributed by the internal atmosphere of the firm. In general language, it can easily be explained that the internal atmosphere within the firm is totally dependent on the inbound values of customers. Operations Morrison would be meeting the expectation and demands of the customers as rapidly being available and would be reacting as per their requirement to reach the appropriate objective. The process would be increasing the efficiency of the company in order to attain the great position in the cut-throat competition. They would be only focusing on the requirement that customer requires for better benefit of sales demand. They would make and transport product which would be in demand. The product would be fresh with the minimum amount of wastage. Morrison even facilitates the farmers by acquiring the fresh milk from them. It would be great advantage that would aim in the cost-saving and freshness that has been enclosed in their product. The proper execution would be playing a deliberate role in getting the optimum result and thus simultaneously reducing the risk of failure with utmost secure system Outbond Logistics There would be quick delivery of product from the source of warehouse to shops and even from the growers to the shop. There would be more than 15 million matters of facts that has been discussed in the given case study and would foster the need of improvement to attain the great position. When there is a comparison among the other competitor, the distribution armada in excess of 700 tractors which is extremely speedy turnaround time in midst of placing and delivering the product. This Company would be reducing the carbon footprint by cutting the distance of travelling, Marketing and sales There is a high profile advertising campaign that Morrison have highlighting the high profile advertising campaign and would promote the social responsibility along with the use of charities that would be sponsoring, (Smith, 2011). With the sales demand, there would be an opportunity to explore the reach and delivering the significant role for attaining the great level of customer satisfaction. The marketing and sales are the two prospects that would be aiming at market and method to accomplish the position in the cut throat competition by delivering the great value to the customer with the advancing tools and proper planning strategy. Firm Infrastructure Morrison would be supporting entire stakeholder that would be including in the company, the top most priority of Morrison is corporate responsibility. The infrastructure would be supportive in making the environment a pleasing place through which you can deliver great value to the organization and help in accelerating the demand to be motivated toward the work. Value proposition differs from company to company and from product to product. There are many ways of relationship marketing concepts that can be applied to increase the value which would include digital marketing and physical marketing that would involves a large number of customer and understanding the need to significantly demonstrate the role and responsibility. Proposition of Morrison. The rewards and the value would be giving to customer should be of the great value through there is a strong membership through which the customer would be attracted by company. The advantages which would be offering to the customer for meeting the utmost benefits and advantages that would meet the target expectation of the group and would be including the high perceived value therefore the customer would stay back in the company for long term. If the customer is not satisfied with the customer and with the requirement to draw the reference through the case study. There would be several terms that has been incorporated in the following factors:- To expand and enhance the value proportions Morrison has considered some trustworthiness cards for making sure that customer feel the encouraged and shop from their several stores. There has to be an appropriate selection of reimbursement. There would be advantages that are of two types and would be able to establish the long term relationship. The process would involve the ways that would be moving toward the customer acquisition to the individual, the customer retention and the development would be toward the customer. On the other hand the structure would include the factor regarding the performance of employee and managing it to be having a great customer relationship with customer. According to the case study Morrison has followed CRM value chain model in their business environment and have adopt all the approaches and take of the requirements and opportunity of the purchaser. This business even completed loyalty cards so that to be a focus for many customers. For attaining the great level of customer satisfaction there would be proposed study and understanding the factor that would aim to work with utmost consideration and deliberation to accomplish the goal. Conclusion With the completion of task 2 regarding the supermarket company Morrision have been conversed in detail. In the discussed report, the value chain of customer along with the value proposition of company that has been explaining in customer value chain method for describing the environment of the company. With the help of CVC model the 5 primary stages in relation to customer would be outlining by the author Buttle which would offer the clarification of vital is to have the relationship with the customer that would be generating the greatest value to the company. Morrison also makes use of several relationships that would be supporting the total value of proposition. There are certain ways which would be adopting by Company for enhancing the value proposition and thus report clearly describes the model that would be to define the culture and concept along with environment that would be associating with the Morrison. This would be solution to the proposed and discussed questions. Recommendation Morrison should try ornament ling the market share with the help of conventional stores. Morrison need to give proper consideration that would help in increasing the stakeholder number and would be more competitive advantage in the market. The Diversification of product length is supposed to be there as this will assist in pull towards you the numeral of customers of dissimilar groups. There should be proper price proposition regarding the product would have proper focus to meet the requirement. With the escalating international market, Morrisons should get bigger their business in additional countries as well this will lend a hand in cultivate their business References Morrison, Alastair M.; Taylor, Stephen; Morrison, Alison J.; Morrison, Allison D. (1999) Cognizant Communication Corporation. Information Technology Tourism, Volume 2, Number 2, pp. 97-113(17) Developing Buyer-Seller Relationships. American Marketing Association. F. Robert Dwyer, Paul H. Schurr, Sejo Oh(Apr., 1987). 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