How a business can grow it’s customer base Essay

Coles Group Limited The Grocery industry is one of the most important industries in the Australian economy. The industry employs a big proportion of the workforce and is connected to many other industries in the economy environment. Supermarkets are one of the key players in the grocery industry providing around 70% of the value of the retail market for food and groceries. The  two major grocery chains – Woolworths and Coles – dominate with almost 70% market share of an industry valued at A$80+ billion. Over the past 5 years the sector has been witness of some significant developments. Dynamics were changed after new players like Costco entered the market and ALDI verified a rapid growth since its first appearance in 2001, making colossal to chase market shares by reviewing their campaigns. Some key statistics for the participants in the industry are presented in the Table 1 Table 1.1: Players in the grocery industry Retailer Market Share Woolworths 41.1% Coles / Bi-Lo 31.0% Other supermarkets ALDI 14.0% Speciality Foods / Franklin 7.1% Source: Coles Data, 2012 Coles is one of the two major supermarkets operating in Australia. In 1927 became property company and was launched on the Melbourne Stock Exchange; in 1985, Coles Myer Ltd.was established after a A$918 transaction. Myer was divided from the Coles Group to private equity interests in 2005, it has therefor not been part of the group since then. Westfarmers was founded in 1914, and in 1985 has been restructured to a public company and was listed on the ASX. Coles Supermarket is part of the Coles Group and subsidiary of Westfarmers for a total of: 749 full service supermarket retailer stores 792 liquor stores and 92 hotels 627 national fuel and convenience stores The reaserch conducted shows that Cole’s market share of 31% has not moved materially in recent years; is one of the successful supermarkets in Australia in terms of customer satisfaction, innovation in product strategy, marketing strategy, financial capability and strong work culture. To analyze the Global segmentation, we can consider the presence of Westfarmers  in New Zealand, but the nation largest employer remains committed to providing a satisfactory return to shareholders. The management of Coles supermarkets has not had many political barriers except the adherence to the sector’s rule and regulations. The slow growth uncertainity in the Australian economy poses a threat for thr retail players. The links between supermarket and fuel industries have been normalised. In response to concerns that cost of living pressures were affecting families, in 2008, the Australian Government commissioned the Australian Competition and Consumer Commission to review of the industry. In 2010, the Trade Practices Act was recast as the Competition and Consumer Act, with several competition policy amendments in recent years. Supermarkets themselves have developed new pricing and marketing strategies. In 2011 Coles partenered with WWF-Australia to improve the sustainability of the seafood supply chain and to educate consumers about sustainable choices. Coles has also adopted new technologies developing its online shopping facilities. It also invested to improve its supply chain and distribution system with significant impact in cost savings. Coles’s commitment to their Ethical Sourcing Policy, a wide range of products, great logistics and a strong brand image among its internal Strengths. Being an important presence in the market, its operating cost is overall high and its management presents Weaknesses. The possibility to seek new sales opportunity and cut cost through technology and the potential to increase the customer base presents only a few of the Opportunities that Coles may have. The uncertainity that Australian economy presents, the vulnerability to attack by the key competitors of the market are to be seen as external Threats. From 2012, Coles has a new pricing and marketing strategy called ‘Down Down’. This has been a high profile campaign designed to increase its company performance. Other supermarkets have their own pricing strategies to compete, including IGA’s with â€Å"Locked Down Low Prices† from July 2012 and Woolworths’s â€Å"everyday low prices†. Over the last four years, Coles sales have increased by $4.8 billion to around $24 billion. Coles have out-performed the supermarket sector overall over the last four years, market share has gone up slightly. Growth in revenue reflects changes in prices and volumes. On the face of it,  a campaign like ‘Down Down’ should have the effect of lowering prices and increasing volumes. To obtain an overall picture of the savings to consumers we aggregate the price movement during this period and calculate a savings figure – based on both old volumes and current volumes. We find that in 2011-12, the one-year savings of the price reductions during the ‘Down Down’ campaign (i.e. over the 18 months from January 2011) is between $1.05 billion and $1.19 billion. The midpoint is $1.12 billion. The benefits of scale are generated due to the large average store size and the ability centralise their procurement so that they obtain better terms. Overall, Coles finds that the larger its stores, the more efficient they are, as measured by costs per store size. On average, a store that is 1000m2 larger has costs that are 3% lower – reflecting the spread of a number of fixed or standard costs for a store that are incurred regardless of store size. Over the past four years, Coles have also increased the productivity of assets, part of these improvements come for the fact that Coles operates larger stores whilst keeping the number of stores relatively constant. In this period Coles have divested or closed almost 90 smaller and underperforming stores and has acquired or built almost 90 larger, more productive stores. Sales generated from every square metre of selling floor area have increased almost 20%. While sales revenue has increased by 25%, total selling floor area has increased by 4.5%. Private labels are unbranded products purchased by supermarkets and then sold as their own products. Typically, these products are che aper than branded products because of limited marketing activities. Historically, private brands had an image of being quite avarage, targeting the most price-sensitive consumer; these days they are increasing thought of as an equal-quality, lower-price alternative. According to Coles’s data on ranging and space allocation decisions, Coles brand products are treated in the same manner as proprietary brand products. In many cases Coles brand products are located together with similar brands and less shelf space than proprietary brands. Coles periodically reviews if their brand is over/under represented by examining the quantity they sell relative to the space on the shelves. Private labels have been a matter of policy discussion: critics have asserted that they are part of a strategy to dominate the supply chain, thus reducing the viability of branded products. Table 1.2: White bread 650 Retail Prices Margin above COGS Coles Smart Buy White bread 650g $1.00 1% Wonder White Bread Wholemeal Plus Iron 700g $3.31 5.4% Table 1.3: Eggs 12 Pack 700gr Retail Price Margin above COGS Coles Eggs Free Range 12 Pack 700gr $4.04 24.5% Farmpride Eggs Free Range 12 Pack 700g $5.44 20% ï ¿ ¼Ã¯ ¿ ¼Ã¯ ¿ ¼Ã¯ ¿ ¼Ã¯ ¿ ¼Ã¯ ¿ ¼Ã¯ ¿ ¼Ã¯ ¿ ¼Ã¯ ¿ ¼Ã¯ ¿ ¼ Source: Coles Data We analyze the margins for branded and private label products, following the Tables 1.2 and 1.3. For the white bread the branded product yields greater margins for Coles – for Eggs, the opposite. This suggests it is unlikely that Coles systematically achieves higher margins on its own products and directly encourages consumers not to buy branded products. According to Macquarie, Coles and Woolworths hold 72% of the Australian grocery market. The concentration of competition has made the rivalry palpable, penetrating deep into consumers mind. â€Å"Our customers want good honest food which is fresh, available and affordable†, says Simon McDowell, marketing director of Coles. Woolworths upholds those same values: â€Å"We want our customers to trust us to deliver best quality food and the best value every time they visit one of our stores,† said Lizzy Ryley, GM marketing at Woolworts. The five main players in the Australian retail food industry have vastly differen t approaches. Woolworths and Coles have well-known and similar business models, and command the lion’s share of the domestic food and liquor market due to their long history in Australia. Woolworths is commonly perceived to be more ‘premium’ while Coles promises  low prices, but in reality the experiences offered by both are incredibly similar. Beneath all the taglines and promotional strategies , the mandates of both Woolies and Coles are based on two things: fresh food and value for money. Aldi, like Costco, operates in the eastern states and sells private label (Aldi-branded) groceries, electronics and everyday household goods like bathroom taps. IGA operate small-scale, privately owned, stores across the country specialising in everyday groceries and liquors. In terms of size, Aldi’s 305 stores (March figure) are believed to generate in excess of $5 billion, Costco generated $612 million in 2012/13, while Woolworths reported sales of $58 billion and Coles $36 billion in the 2012/13 financial year. IGA sales data couldn’t be found as they are private companies, however Metcash (ASX: MTS) supplies IGA stores and reported revenue of $13 billion in 2012/13. Therefore, as a rough estimate it can be assumed that Aldi, Costco and IGA account for between 15% and 20% of the Australian food and liquor market. To make the Company a more effective organisation and in order to maximazie the shareholders value, I would focus on increasing staff productivity as well as motivation, not to mention the emphasis of maintaining or increasing profit margins where possible; developing the ‘Down Down’ campaigne and lowering the average prices by a further 1.9% . I would enfasise Exploiting the presence if Westfarmers in New Zealand, I would try an international market penetration and the trading environment. Following a comprehensive reform program that began in the mid-80s, the New Zealand economy is now largely deregulated, and more internationally competitive. Food prices rose 0.6 percent in April 2014, and were up 1.5 percent on a year earlier, Statistics New Zealand declare. The monthly rise follows a 0.3 percent fall in March, and a 1.0 percent fall in February. Niche products and Australia’s reputation for product safety can help the company with the penetration.   I would try and finalize the acquisition of EziBuy, a leading direct retailer of apparel and homewares in Australia and New Zealand, so it will act as a launch pad for our next phase of growth but most importantly it would represent a stop for the expansion of Woolworths into the country. Last but not least I would continue investing in important environmental projects and partnerships to further reduce the impact on the environment and I would also improve efficiencies within the  supply chains, reducing gas emissions across the overall business. In the future I would develop a marketing campaigne based on our recycling and sustainable efforts and we will continue to work on ways to both reduce the waste and increase the level of recycling in our stores. References http://finance.ninemsn.com.au/newsbusiness http://www.deloitte.com http://www.stats.govt.nz http://www.austrade.gov.au/Export/Export-Markets http://www.woolworthslimited.com.au https://www.coles.com.au http://www.euromonitor.com ABARES, 2011, ‘Agricultural commodity statistics 2011.’ King, Matthew, 2012, ‘One shopping basket, four supermarkets, who wins?’ Wesfarmers, 2012, ‘Annual Report 2012’.

What is Crime?

The Oxford English dictionary defines crime as â€Å"an act punishable by law, as being forbidden by statute or injurious to the public welfare, an evil act; an offence, a sin, -an act can only be considered a crime when identified as such by law. An act was defined a crime in the old testament with the creation of the Ten Commandments. This was when it was literally set into stone that numerous acts became a crime against God, the first rules of the world.Crimes are now defined as crimes with the help of the legal system and certain pieces of legislature and cannot always necessarily be traced back to the Ten Commandments. Crime now has abundant definitions, the most obvious being crime as criminal law violation. The Hg Worldwide Legal Directories website delineates criminal law as encompassing, ‘the rules and statutes written by Congress and state legislators dealing with any criminal activity that causes harm to the general public, with penalties.’ Therefore to viola te criminal law, the individual would be engaging in behaviour that is prohibited by the criminal law. However it has recently become extremely difficult to determine what is now perceived as a crime.Crime has no universal or objective existence but is relative to the subjective contingencies of social and historical circumstance, this is crime as historical intervention. For example, causing death of another individual, whether by neglect or with full intention is a crime, however it is almost justifiable and on many occasions heroic when practised in warfare. This is reiterated with the recent poaching ban, poaching only became criminalised through the convergence of new class and power interests in the 18th Century. James Treadwell argues this point as a criminologist and indicates that specific acts that were once socially acceptable are now becoming criminalised, ‘crime is not static or fixed, it constantly changes.Things that once were not criminalised become so, such as paedophiles ‘grooming’ victims on the internet. . .similarly, activities, which were illegal, may become legal, such as consenting homosexual behaviour between men’. These arguments make it hard to define what crime is as the ‘rules’ of crime are ever-changing. The BBC published an online article that illustrates the extent to which crime is uneasily defined, ‘a hundred years ago you could buy opium and cocaine over the counter at Harrods. Acts which are perfectly legal here may be serious crimes in other countries and vice versa.’ To help us understand what makes a crime a crime, Cesare Lombroso, an Italian criminologist introduced to the idea of positivism, the social reaction to classicism.Classicism is the theory that the punishment for a crime should reflect the severity of said crime. This concept was developed during the transition from feudalism to capitalism and is a strong believer that each individual chooses whether to commi t a crime or not as every person is raised in society that outlines the difference between right and wrong. The criticism for this concept is argued that at what age do you become criminally responsible, for example the horrific act of the two young boys that committed a severe crime when kidnapping and torturing Jamie Bulger.The boys were eleven at the time, therefore as children they unfortunately served half the period of time that an adult would have if they had committed this crime due to the legal system believing they were not fully responsible as they had been raised in broken homes. The contrasting theory to this is that of Positivism, the scientific approach to crime. This concept developed by Lombroso attempts to look at the genetic or biological explanation for a criminal gene. This concept is harshly criticised as many members of the public deem this as treating criminality as an illness.Lombroso published a book in which he makes sever references to the concept of posi tivism and argues that people are wrong to fear that, ‘positivism encourages communistic ideas and even worse criminal behaviour’. This became the birth of criminology. Treadwell discusses Lombroso’s work and informs us that his work is still being studied to the modern day, ‘Lombroso’s work could be placed under the heading of biological criminology, investigations of the causes of criminality using more sophisticated research methods. . .have continued to be developed in the twentieth century’.Tim Newburn wrote that Edwin Sutherland defined criminology as, ‘the study of the making of laws, the breaking of laws, and of society’s reaction to the breaking of laws’. Crime can also be defined as social harm. For example, we ask the question are tobacco companies selling harmful products that are in turn, effectively killing us, murderers. Is this a crime? This is known as the crime of violation to human rights, therefore a fur ther definition could be health and safety issues in the workplace. This is reiterated when we discuss ‘white collar crime’.We struggle to define crime as crime is an act  that breaches the criminal law, however many of the people we put in charge of running our countries or deciding these criminal laws are in fact themselves committing crimes. If this is so, why are these crimes socially acceptable? The offences of these crimes tend to be ‘invisible’ or painfully difficult to trace. They are often committed by persons of high social status and respectability therefore they find it easier to evade persecution. ‘White collar crime’ is often broken down into, embezzlement, breaches of health and safety and environmental crimes. Bhopal was identified as one of the worst industrial ‘accidents’ this world had witnessed.The 1984 incident that killed 8000 people instantly and injuring a further 200’000 was believed an accident du e to the lethal gases leaking from Union Carbide’s pesticide factory. For 20 years after this tragedy, an estimated 30 people a month were believed to have died from lung disease, brain damage, cancer, all linking to the gas leak of 1984. This accident was contested in court yet the people involved have yet to receive a settlement fee and not one person was held responsible for this mass homicide. Newburn records Bhopal as a crime and a ‘major industrial disaster’ in his book as he files it under the heading, ‘environmental crime’. This helps us to define crime as a class issue due to crimes of the powerful having greater potential to cause more harm than crimes of the less powerful.Newburn furthermore analyses hidden crimes within criminology, ‘Criminology has been regularly, roundly and rightly criticised for this preoccupation: a concern with the crimes of the powerless rather than the powerful, with the ‘crimes of the streets’ rather than the ‘crimes of the suites’. The Marxist concept of this is crime as an ideological censure, that acts would only be defined a crime when in the interest of the ruling classes at that period of time. These crimes remain hidden for various reasons. The diffusion of responsibility means that is extremely difficult to legally and morally identify a persecutor, secondly a lot of the crimes the general public hear about are in the media and corporate crime simply does not sell. Media coverage creates moral panic and fear of ‘crime’.To define crime we often look to the media to decipher their reaction on a specific incident. However, although crime consumes an enormous amount of media space as both entertainment and news, concepts of crime are mediated by profit margins. Due to only crimes that are considered to grasp the attention of the general  public being reported, this effects what we as an individual define as a crime. Treadwell argues that, à ¢â‚¬Ëœmost media institutions seek to attract as wide an audience as possible to maximise their profits. . .to attract and retain audiences media products have to entertain, be dramatic or exciting, and sometimes cause outright shock’. Therefore as crime is seemingly a troubling aspect of our life this would seem the most appropriate topic to cover.Treadwell labels this concept, ‘newsworthiness’. He goes on to discuss that, ‘Today, crime stories are increasingly selected and ‘produced as media events on the basis of their visual . . . as well as their lexical-verbal . . . potential’. There is a vivid and highly complex relationship between the media and the criminal justice system. A further more obvious way in which we can define crime is by the Home Office statistics. The Home Office websites defines themselves as, ‘the lead government department for immigration and passports, drugs policy, crime, counter-terrorism and police’. T he two main methods of collecting the criminal data that feature in the Home Office are victim surveys and statistics recorded by the police force. However, only particular offences, ‘serious crimes’ are reported by the police to the Home Office statistics, not the summary offences that are heard in the Courts.Police are also under the instruction to record every allegation they hear and many police officers do not believe a number of allegations or there may be a lack of evidence and many times the victims decide to not press charges therefore they see it unfit to record it as a ‘crime’. Furthermore a crime is only a crime when ‘officially’ recorded and since most victims do not report crimes there is a ‘dark figure’ of crime that remains unknown. The reasons to why victims fail to report their crimes can be broken down into three categories: embarrassment, unworthiness and failure to realise. If a victim has been sexually abused or raped they may fail to report this as they may be overwhelmed with a feeling of embarrassment or in certain religious cultures it may bring shame upon a family.Some victims also feel the nature of their crime isn’t worthy of police time, such as rowdy neighbours or petty theft. Finally, if a person is a victim of identity theft, nine times out of ten they fail to realise and therefore have nothing to report. In conclusion, a crime only seemingly exists when society perceive it as a crime or a great reaction to an act therefore labels it as one. An act is  often acceptable until labelled as morally wrong by a social group.At some time or another, some society somewhere has defined almost all forms of behaviour that we now call ‘criminal’ as desirable for the functioning of that society, (Williams (1964:46)), this would be crime as a violation of moral codes. In the BBC article written by Mark Easton, he reiterates that, ‘one cultures crime is another cu ltures social norm’. This concept is crime as a social construct. In 1963 Becker created the ‘Labelling Theory’ which illustrated that crime is dependent upon social reaction and that the societal consensus is regularly challenged.At the beginning of my essay I provided the Oxford dictionary definition for crime and after studying the wide range of criminal concepts I have reached the conclusion that there is no right or wrong answer to define crime. The dictionary defines crime as punishable by law yet also defines crime as a sin. A person will be prosecuted for an act that does not abide by the legislation set up by the criminal justice system, however an individual may go to church to repent a sin that is only deemed as a crime within their religious culture.Crime will forever be surrounded by questions of social order, it will always be contested and people will always wonder how it can be perceived due to the fact that society’s vision of crime change s with the growth and development of society. Crime is elusive, contested and an ever moving concept that is tied to our social processes.

Analysis of Dr. Martin Luther King, Jr.s I Have A Dream...

On August 28, 1963, Dr. Martin Luther King Jr. delivered one of the most famous speeches of all time to an audience of more than 200,000 civil rights supporters on the steps of the Lincoln Memorial. In his, â€Å"I have a dream† speech, King addressed his encouragement of white and black people working together to achieve racial peace and harmony. He especially wanted to teach the young blacks that equality could be gained through the use of non-violence. The main reason King used nonviolence was to create a situation so different from the usual, that it will open the door to negotiations of desegregation and equal opportunity. King also urged African Americans to never forget their dreams and†¦show more content†¦Since segregation was taking place, Martin Luther King Jr. stood up for what he believed in. He said that the African Americans weren’t free and weren’t treated equal, as he thought they should be. He specifically stated, â€Å"There will be n either rest nor tranquility in America until the Negro is granted his citizenship rights.† Martin Luther King Jr. felt the same as many other African Americans, hoping that someday all the racism will disappear and the people doing the racism will realize that everyone should get a chance at being treated equally. Martin Luther King Jr. also drew attention to the fact African Americans were also included in the promises of the American Constitution that all people were created equal. The black people had been slaves on cotton plantations and had been victims of police brutality too long. They had helped in the creation of America by constructing and modeling the buildings the white man used to make money. And when the black man tried to cash in his check at the bank of justice, it had been returned and marked, insufficient funds. 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The yellow wallpaper - 1049 Words

Using examples from all of the texts from this specific unit compare and contrast the conflicts that drive these struggles of the main characters. Look for similarities and look for differences within those similarities. Look for differences and look for similarities within those differences. nbsp;nbsp;nbsp;nbsp;nbsp;In the story â€Å"The yellow wall paper† the main character struggles due to her husband oppression and she suffers herself until getting mental ill. She is put by her husband on a nursery home to be taking care of, but her fear, anxiety and necessity of communication and comprehension from her husband and with the outside world doesn’t make her any better â€Å"I sometimes fancy that in my condition if I had less opposition and†¦show more content†¦The forgiveness is what makes the main character get over his struggles days of feeling dishonest, disloyalted and treachered. nbsp;nbsp;nbsp;nbsp;nbsp;In contrast to the two stories, the reasons why characters struggle in â€Å"A silver Dish† are dissimilar. In â€Å"A silver dish†, there is more than one character that represents the struggles of the story. Woody, one of the protagonists represents the only male child of a family which at the age of fourteen years old, was in charged of his household; Woody’s mother and two sisters â€Å"You are going to be the man of the house† (1943), he was told by his father Morris, who abandoned them irresponsibly to go out to the world and live the life that he had always wanted, Morris said, â€Å"I going to move out.† (1943). Woody’s struggles in life were due to his father abandon and no to his own mistakes or miss achieving. Throughout the story Woody, a grown man now, remember hi infancy with sadness and due to the separation of his parents, the different kinds of religious influences that he was living under and yearn o f having that male figure at home. Morris attitude was puzzling at some point. He was trying to take Woody in a way that he wasn’t under the influence of any religion, but to be whoever he wanted to be. Woody struggles but he becomes a man of good. 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Organizational Behavior And Contemporary Strategy Analysis

As discussed by Grant and Jennings in Organizational Behavior and Contemporary strategy analysis a true innovation in the business is more than what’s traditionally defined as innovation. The traditional definition of innovation is defined â€Å"as the adoption of an idea or behavior that is new to the adopting organization’s industry, market, or its external/internal environment.† When in reality innovation in the work place requires implementation and it is much more than a creative idea. Real innovation creates a competitive advantage and equips the innovator with the ability to overcome â€Å"the competitive advantage of other firms.† By definition true innovation in the workplace will add value to the development of a competitive advantage and in order for a CEO of a distributor to achieve true innovation, he would have to start from the very top addressing issues with his company’s culture, people, structure, processes, and incentives. 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Hobbes The Limitations of Absolute Sovereignty free essay sample

A discussion of collective sovereignty versus individual freedom. This paper analyzes Hobbes philosophy of collective sovereignty versus individual freedom: Should you follow your own own beliefs and risk harming the collective or not? It uses a modern-day example of two workers who are asked to perform a non-ethical task that could jeopardize the company they work for. The first moral dilemma occurs in the collision of Ted and Margarets duty to their company and their duty to their own honor. While and Hobbes agrees it is the chief duty of subjects to obey without question the authority of their sovereign (in this case, the company) in order to maintain the peace and order of the collective, there are certain limitations. Indeed, this law of obligation should more correctly read, subjects must obey the authority of the sovereign provided that it does not require them to sacrifice their lives or their honor for an end that does not utterly support the collective

Whaling In Us Compared To Japan Essays - Whaling, Hunting

Whaling In Us Compared To Japan Did you know that in the last 50 years over two million whales have been killed? The United States views whaling very differently than Japan does. It is a complicated and controversial topic. Many people have opinions about whale hunting. However, everyone should know both sides of the whale hunting issues before they act on the issue. To start out I am going to tell you a little about whaling. The first whale hunters were in the prehistoric times. At first they would just kill and eat beached whales. That became such a habit that they started hunting them. Most whale hunters use harpoons, guns, lances, or bombs that blow up inside the whale. They use catcher boats, or kayaks. In 1925, whalers developed factory ships that could hold 12 catcher boats and a crew of about 400. These ships had radar under the boat that could detect where the whales were. These boats are what made it so easy to hunt whales. In 1931, the International Whaling Convention began. The major whaling countries formed the IWC to protect whales from being over hunted and to regulate the whaling industries. The main duty of the IWC is to keep under review and revise the measures laid down in the Schedule to Convention, which governs the conduct of whaling throughout the world. These measures provide for the protection of certain species; designate specified areas as whale sanctuaries; set limits on the numbers and size of whales which can be taken; have open and closed seasons and areas for whaling; and prohibit the capture of female whales accompanied by calves. The United States stopped whale hunting in 1940 because of the International Whaling Convention and also because Congress made an U.S. code on whale hunting. The United States never depended on whale meat like Japan. They mostly whale hunted for a hobby. The Congress feels that whales are a unique resource of great scientific interest to mankind and are a vital part of the marine ecosystem. Man has overexploited whales for many years, highly reducing species and endangering others. The United States has extended its responsibilities to protect all marine animals. They think that whales are a particular interest to citizens of the United States. Japan started whaling way back in the 2nd Century BC. They whale because they have whale meat as part of their diet. In 1946, whale meat was not considered special food anymore but was necessary to keep the Japanese healthy and alive because they depended on it for so long. People ate whale meat as a source of protein whether they liked it or not. In 1947, about 47% of the total animal protein was whale meat. Until the 1960's, whale meat continued to be their main source of protein. In 1962, the whaling industry recorded 226,000 tons of whale meat; this was the highest amount throughout the history of the Japanese whaling. The percentage of whale meat consumption compared to the total animal meat consumption was 23% in 1964. (whalenet 1) Whale meat was the only meat served in school lunches, which began in 1947 and continued until the mid-1950. After that, pork and chicken began to be served in school lunches and the amount of whale meat decreased. In the mid-1970's, whale meat was u sed more than any other meat and today it still is but has reduced highly since then. In the United States there is an Indian Tribe that is still whaling. This Tribe is called the Makah Indians. They are from the western state of Washington. They are allowed to hunt because the IWC believes that whaling has been in their tradition for so long that it is all right. Whaling has been a tradition of the Makah for more than 2000 years. They had to stop in the 1920's due to there not being many gray whales still alive. The gray whales' abundance now makes it possible for them to hunt again. One Makah Indian says, ?I feel that our health problems result, in some degree, to the loss of our traditional diet of seafood and sea mammal meat. We would like to restore the meat of the