Biology Of Disease And Therapeutics - 1386 Words

MSc Biomedical Science Edinburgh Napier University Biology of Disease and Therapeutics Coursework Part A 2015 QUESTION A - DATA HANDLING EXERCISE Below are data from a Phase 2, randomised, double-blind, placebo-controlled clinical trials, testing the effectiveness of two doses of a new drug designed to lower glucose concentrations in patients suffering from type 2 diabetes. In each trial, patients with Type 2 diabetes were randomised to receive one of two doses of drug or matching placebo once daily for 10 weeks. Whilst the drug has been well tolerated in earlier testing, it has been noted that higher doses are associated with unwanted side effects such as dizziness and nausea. Table 1. Demographics of Clinical Trial Participants (n=18) Patient details Trial drug: Napsentan Total number 18 Male 10 Female 8 Age 50-72 years Source: Fictitious data, for illustration purposes only Table 2. Trial 1 data (Napsentan) Group Plasma glucose (fasting) before treatment (mmol/l) Plasma glucose (fasting) after treatment (mmol/l) Placebo (n =6) 7.32 7.28 7.42 7.36 7.68 7.54 8.10 7.89 7.96 8.02 7.63 7.56 100 mg Napsentan (n = 6) 7.52 6.15 7.34 6.32 8.14 6.08 7.66 6.53 7.58 6.32 7.92 6.05 300 mg Napsentan (n = 6) 7.36 6.02 7.34 6.31 7.65 6.02 8.21 6.46 7.12 6.04 7.03 6.11 Source: Fictitious data, for illustration purposes only QUESTION A A1. Explain why it is important to have randomised, double-blind, placebo-controlled clinicalShow MoreRelatedThe Use Of Biosynthetic Organisms761 Words   |  4 PagesEach time a new human disease is discovered, the scientific community attempts to find a way to cure it. The success of almost all medicines can be found in their molecular mechanisms. It is not abnormal for therapies to alter the way the human body or an invasive organism functions. 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Overseas Expansion for Case Study of Mcdonald - myassignmenthelp

Question: Discuss about theOverseas Expansion for Case Study of Mcdonald. Answer: Overseas expansion is now very common with many small and large size organizations. This is full of opportunities to many while on the other hand it offers bunch of challenges as well. Despite the fact there is an incrementing trend in the overseas expansion. The expansion has benefitted the many while on the other side it has challenged the survival of few others (Pan et al. 2017). McDonald is no other exception. The company has started its journey from being just a family burger to become a global recognition (Hak and Gr?bosz 2016). The study shows a brief journey of McDonalds to the position it is at present. Moreover, the main purpose of this assignment is to understand the process of internationalization through the example of McDonalds. Types of Motivation had kept on changing with McDonald. They had initially used the traditional motivation, which is one of the kinds of motivation. McDonald had used traditional motivation while the company was in the stage of resource seeking and market seeking. The first international expansion came in the year 1967 when it opened up its store in Canada. The expansion occurred when McDonald has successfully crossed the resource seeking stage after 27 years of its establishment. After 27 years of the establishment, the company had felt the necessity to look for the market seeking strategy and therefore, it started its operations in Canada (Hutchinson, Singh and Walker 2012). The company had also used emerging motivation through competitive positioning and global scanning. The company had shown their extensive focus on the emerging markets, which is why it had used the competitive positioning and global scanning strategy to capture the target market. McDonald is very less active wit h the competitive positioning strategy as they are almost the same across the globe. However, minimal level of differentiation can still be found in the company. For example, McRice in Indonesia is a food that suits the food culture of the people living in Indonesia (Budiman 2012). McBeers are sold in Europe and Asia to satisfy the cultural beliefs of people living in those regions (King et al. 2012). Global scanning is the other strategy that McDonald has used to expand into the international market. McDonald has been sequential in approaching to the various international centers. Global scanning has actually helped the company expand to the various international markets at a very appropriate time. For example, McDonald started its expansion in the year 1967 in the closest markets. Later on, it moved to more distinct nations. The maximum expansion happened in the period of 1990s when there was political, technical and economic changes on a global scale. However, the expansion proce ss slowed down after 2000 due to international economic downturn and due to some internal issues (Badal 2017). Prequisition or prior to expanding into the global market, McDonald use to adopt a specific strategy such as providing location specific advantages. It is specific to McDonald that they provide location specific advantage to customers to grab their attention. For example, they have not used beef in preparing their food just to encourage the beliefs of a large group living in the country. Another example is of targeting both the lower and the middle income group as their population is very high in the country. In doing so, the company has actually targeted a mass population (Gerhardt, Hazen and Lewis 2014). Another example is of differentiation in their foods, which they bring to satisfy the requirements of diverse customers across the globe. One of such examples is that they offered McRice to the Indonesian people (Zhang and Zhou 2012). The process of expansion had started in the year 1967. The company had first entered into Canada. By doing so, it actually followed the Uppsala model, which guides for a sequential expansion into the global market. McDonald is one of few such companies that have set trends for some useful strategies such as Franchising. The concept was very new to the fast food industry when McDonald took the full advantage of it and expanded into the United States. The company had used three methods to operate locally and expand to international markets. Those three methods are franchising, joint ventures and wholly owned outlets. The first franchising operation had started in the year 1953 with Arches Logo in Phoenix, USA. However, it has also used wholly owned outlet strategy depending on the external environment in the target market. They have adopted this technology in Mexico and the United Kingdom (Steenkamp 2014). The company has planned to refranchise approximately 4,000 restaurants. This wil l take their worldwide franchised percentage to around 93% (Forbes.com 2017). According to the Uppsala model, McDonald has constructed its international expansion in both the sequential and strategic mode. It first entered into Canada as it is very much close to the United States in terms of culture. Later on it moved to a little distinct society such as the European countries. At the very end, they moved to an entirely distinguish society such as the Middle East and the Asian countries (Sameer 2012). McDonald has used two strategies to expand into the international markets. Franchising and Wholly Owned Outlet are the two dominion concepts that the company had used. The dominion of these two factors encourages a fact that McDonald feels less secured with the Joint Venturing. However, it has still opted for joint venturing as it did in India and China (Zhang and Zhou 2012). Franchising has always remained a dominating strategy for McDonald; however, they have used a Wholly Owned concept in some parts of world such as Mexico and the UK. This has happened because the respective governments did allow franchising option (Abdelgawwad 2012). The dominion ride of McDonald has been challenged immensely by various local and international fast-food brands. The dominion has been challenged by many such as Starbucks, Subway, KFC and Burger King. The utmost competition from the rival companies and the changing perceptions of millennial customers has both contributed to a negative progression of the McDonalds business (Shen and Xiao 2014). The circumstances are very hard to displace; however, an alternative option can be taken to remain solid in the ever rising competition. It is recommended that the company should stick to what has helped it become the leading fast-food brand at the global platform. The setbacks have probably come from ample of changes in the menu that has been offered to the customers. It can be concluded that it is full of opportunity if a company wish to expand into the international market. On the other hand, the various international markets are also full of challenges. The fact has been clearly understood from the journey of McDonald Company. It is therefore advised to take cautious move and trusting the self-potential elements to remain competitive and selling in the market. References Abdelgawwad, M.A.A., 2012.Quality management: success and failure factors for new global product development in global quick service restaurants: a case study of McDonald's Egypt(Doctoral dissertation, Cardiff Metropolitan University). Badal, P.A., 2017. McDonalds Corporation-2015 (MCD). Budiman, A., Chhor, H., Razdan, R. and Sohoni, A., 2012. The new Indonesia consumer. Forbes.com. 2017.Forbes Welcome. [online] Available at: https://www.forbes.com/sites/greatspeculations/2017/06/09/why-investors-should-not-worry-about-mcdonalds-declining-revenues/#4aa2cd483144 [Accessed 6 Nov. 2017]. Gerhardt, S., Hazen, S. and Lewis, S., 2014. Small Business Marketing Strategy Based on McDonald's.ASBBS Proceedings,21(1), p.271. Hak, A. and Gr?bosz, M., 2016. International expansion based on Uppsala modelcases of McDonalds and Sfinks Poland.Zeszyty Naukowe. Organizacja i Zarz?dzanie/Politechnika ?dzka, (63, nr 1207), pp.45-57. Hutchinson, D., Singh, J. and Walker, K., 2012. An assessment of the early stages of a sustainable business model in the Canadian fast food industry.European Business Review,24(6), pp.519-531. King, G., Mattos, J.C.S., Mulder, N. and Rosales, V., 2012.The changing nature of Asian-Latin American economic relations. ECLAC. Pan, F., He, Z., Sigler, T., Martinus, K. and Derudder, B., 2017. How Chinese financial centers integrate into global financial center networks: an empirical study based on overseas expansion of Chinese financial service firms.Chinese Geographical Science, pp.1-14. Rowley, B. and McMurtrey, M.E., 2016. McDonald's and the Triple Bottom Line: A Case Study of Corporate Sustainability.Journal of Strategic Innovation and Sustainability,11(1), p.33. Sameer, S.K., 2012. Strategy and Repositioning the Brand McDonalds in India.International Journal of Scientific and Research Publications,2(9), pp.1-5. Steenkamp, J.B., 2014. How global brands create firm value: the 4V model.International Marketing Review,31(1), pp.5-29. Zhang, Q. and Zhou, L., 2012. Cultural adaptation pattern analysis of McDonald's and KFC in the Chinese market.

The Fabulous Button Sisters free essay sample

Michelle was living with her aunt, because her mom was trying to make a breakthrough in Hollywood as a celebrity, and couldn’t have Michelle with her, because she was very young when she had Michelle and she would lose her status if she had hers kid with her. When Karen’s former best friend came back from her sick leave Michelle had made Karen her best friend-. Karen still wanted to be friend with Connie, but not in the same way as before- At the same time Micelles was making a booking to every party at the club and helped Karen to get style. They turned in to be the â€Å"Fabulous Button Sisters†. Later Michelle had decided that they were going to dress up as buttons. Karen in brown and Michelle in white- Michelle said to Karen that all they had to do were to go to America were Micelles mom was living. We will write a custom essay sample on The Fabulous Button Sisters or any similar topic specifically for you Do Not WasteYour Time HIRE WRITER Only 13.90 / page Karen’s parents were getting worried because of the influence Michelle had on her. She seemed fading away said the parents. Michelle kept controlling Karen. The next step was a diet to get a good shape, which was an idea from one of her aunt’s magazines. Now it was time for the 2 girls to show the city the â€Å"Fabulous button Sisters†. Michelle called Karen’s home and said that he was by the corner in ten minutes, but when Karen came to the corner, she could see that Michelle didn’t have the clothes on which they have agreed on. The first Michelle said was that her mom wanted her to join her. Karen didn’t answer at once because she was confused about Micelles outbreak; she thought that she was going with her to the American. But Michelle had forgotten about their arrangement. So things turned to be the ordinary. Michelle kept sending letters to Karen. Karen saw that the letters from Micelle? mother wasn’t from Hollywood, but Birmingham and the letters Michelle wrote now were also from Birmingham, but one thing she learns from here, was to take ownership of something. Characterization of Karen. Its about Karen she is the main character in this story. She is an ordinary girl, there is down to earth but not so confident with herself when Michelle turned up in hers life she gets controlled a nd manipulate, because Karen get blinded of all the things that Michelle told here. Karen change her behavior after she gets friend with Michelle, so Michelle can be proud of here. In the end of the text Karen realizes how mean Michelle had been to her, and how she didn’t care for Karen with all the lies and the letters there was sent from Birmingham not Hollywood, but Karen misses the control it’s like a part of her Is missing. Michelle’s behavior She is not a very nice girl she take control over Karen instantly and lies about her life, it could be that she have a lot issues to handle and she reflects her unhappiness to order. What is friendship? For me friendship is many things, you have good friends and some that just are friends but not so close. In general friendship is an important thing in our life’s, it is necessary to have another person that you are comfort with and can trust, but it’s have to go both ways to have a healthy friendship. In the text with Karen and Michelle we can see a unhealthy friendship, because there is no truth and manipulation, which tells us that Karen was honest to the friendship, but Michelle was looking for someone there could make her feel better. So you can might say that equal persons with nearly the same values in life matches the best.

Prufrock in Progress Essay Example

Prufrock in Progress Essay Example Prufrock in Progress Essay Prufrock in Progress Essay 126). Videnov also analyzes the internal and external influences on J. Alfred Prufrock’s psyche. The internal conflict that J. Alfred Prufrock exhibits throughout his love song is evident in his lack of self-confidence that leads to a feeling of disconnection with the human population. On one hand, Prufrock expresses the desire to cultivate a relationship with the external world, or a lover; yet on the other hand, he lets his insecurities define him and refuses to let himself engage in relationships with other people. Videnov explains this by describing Prufrock’s quest, â€Å"a quest for belonging, the examination of which could yield the message of the poem and the ultimately optimistic idea of love, as the title suggests, lurking behind the apparently tragic finale,† (Videnov, Valentin A. , 126). This statement establishes the irony in the desire to fulfill a journey of love, yet the inevitable misery Prufrock lives. The psychoanalytical dynamic of the ego and the true self is brought through in Prufrock’s character. T. S. Eliot repeatedly uses the pronouns, â€Å"you and I,† to describe this relationship of the ego and true self that Prufrock experiences. In the interpretation of Human Voices in Silent Seas: A Reading on Eliot’s Love Song, Videnov declares that these two entities are both representative of J. Alfred Prufrock himself. â€Å"You† represents the public face of Alfred J. Prufrock, the ego; and â€Å"I† represents the true self, the self that wants to be expressed but is prevented by Prufrock’s fear and insecurity. The opposing characters within Prufrock are further extended through the symbols of afternoon and evening. The imagery of afternoon is a representation of the light, the desire to express, and the need for connection. The evening represents a darkness, or comfort in the habitual pattern of the introverted mind and it’s self-destructive thoughts. Prufrock expresses his mental state when he says, ‘the evening sleeps so peacefully. † (Gwynn 624) In saying this, Prufrock is confirming within himself his comfort in the thought pattern of darkness. This leads him to question, â€Å"Would it have been worthwhile? † (Gwynn 625), referring to the desired human connection he wants deep down. He truly believes that expression of the self and what he, as an individual has to say and share, are not going to be acc epted by others. Because of his fear of expression, the singer sings a song of love, but predominately and more ironically, a song of sadness. He has continued his pattern of introversion to such an extreme that he suffers from continual loneliness and disassociation. He proves this dissociation when he ends the poem with an insight of his fantasy world of mermaids where he retreats, when he is lonely. He looks upon the beautiful creatures in awe of their unifying world; yet won’t even allow himself to be happy in his fantasy. He states this saying, â€Å"I do not think that they will sing to me,† (Gwynn 625). This prevents him from dreaming himself to a healthy and loving relationship with himself, or anyone else. The lines â€Å"let us go† (Gwynn 622) used repeatedly are incredibly significant in this poem. Us† being the internal representation of the two conflicting sides that exist within Prufrock, as he yearns for release of this horrible cycle. What J. Alfred Prufrock does not understand is that every individual goes through this experience of questioning self worth. The underlying ironic theme of this poem is the relation of the reader to Prufrock himself. This is a cry of the main character to emerge from the inn er seclusion that he feels – a bonding of the afternoon and evening, the light and dark, inner and outer; a battle for the merging of duality to become a union. In â€Å"an overwhelming question† in The Love Song of J. Alfred Prufrock by Xue, the main question that J. Alfred Prufrock is consistently in conflict with is whether or not to reveal his true self. Prufrock’s dueling character is established through the language of the poem. The internal conflict of Prufrock is addressed through repetitive language. â€Å"Prufrock is trying to express some deeper philosophical insight or disillusionment with society, but fears rejection. † (Xue 79). This fear causes his misery. Prufrock’s character is dominated by his uncertainty. The repetition of the lines, â€Å"there will be time,† (Gwynn 622) pose irony in the poem. Prufrock is hopeful that he will be able to truly open up to the world in time, yet currently; he is perpetuating his cycle of loneliness by assuming that these desires will naturally unfold without regarded effort. Xue states this in saying, â€Å"The phrase ‘There will be time,’ repeated five times between lines 23 and 36, represents his hesitation and delay, in order to conceal his inner anxiety to the world,† (Xue 80). Essentially, Prufrock is only happy when he is alone with his thoughts because there are no external influences to judge him, yet this is also his cause of misery. Irony is also addressed in the â€Å"you and I† (Gwynn 621) characterization of Prufrock. Xue states the psychoanalytical interpretation of these pronouns, â€Å"In the poem, Prufrock is divided in two selves. One is persuading Prufrock to ask the ‘overwhelming question’, while the other is trying to prevent it,† (Xue 82). Prufrock’s soul really desires is the opposite of what it endures. At the root of his inability to express is his insecurity. Prufrock asks, â€Å"Do I dare Disturb the Universe? † (Gywnn 623) which is direct evidence that Prufrock has serious lack of self-confidence. J. Alfred directly articulates his anxiety about interaction by describing his unappealing physical attributes. He quivers in the thought, â€Å"With a bald spot in the middle of my hair- ‘They will say: ‘How his hair is growing thin! ’† (Gwynn 623). This statement is directly in connection with Prufrock’s physical insecurity, as well as his emotional insecurity because of his self-image. He uses this as an excuse for his anti-social behavior. He manifests this negative expression of self by bolding stating that if he were to share with another he would, â€Å"Die with a dying fall,† (Gywnn 623). This self-conscious attitude and fear of being mocked for this truth is the entire reason for J. Alfred Prufrock’s cyclical misery. He does not love himself; therefore, he cannot find or receive or the love of another. If he never learns to share his truth, he will never understand the beauty of human connection. The reality of how much Prufrock shares about himself is shown in the line, â€Å"To prepare to meet the faces that you meet; to murder to create,† (Gwynn 622). The real self or â€Å"I†, as Videnov described in Human Voices in Silent Seas, is lost or â€Å"murdered† in society to â€Å"create† a false self or alter ego that functions in society. Another line stating this ego-oriented society and repeating the symbol of darkness reads, â€Å"the evening spread out against the sky,† (Gwynn 622) which refers to the apparent darkness of all humans all hidden under the masks of ego. Yet, if J. Alfred Prufrock understands this is a battle of every individual, he would be able to relate. In conclusion, it is J. Alfred Prufrock’s choice to live in misery. If he were open to see himself as a mirror image of others he would realize that every individual has insecurities of their own. Therefore, I agree with scholars Videnov and Xue in the psychoanalytical approach to J. Alfred Prufrock battling with his own ego versus the exploration and expression of his true self. If he deemed himself worthy of external expression then he would finally be able to share in love with himself and in turn, the rest of humanity. Gwynn, R. S. Literature: A Pocket Anthology. 5th. New York: Pearson Education, Inc. , 2012. 21-625. Print. Videnov, Valentin A. Human Voices In Silent Seas: A Reading Of Eliots Love Song. Explicator 67. 2 (2009): 126-130. Academic Search Complete. Web. 10 Nov. 2012. Sistani, Roohollah Reesi. Internal Anxieties And Conflicts In The LOVE SONG Of J. ALFRED PRUFROCK. European Journal Of Social Science 17. 4 (2010): 478-489. Academic Search Complete. Web. 27 Nov. 2012. Xue, Haiqin. On An Overwhelming Question' In The Love Song Of J. Alfred Prufrock. Canadian Social Science 5. 2 (2009): 79-82. Academic Search Complete. Web. 10 Nov. 2012.

How to Write and Structure a Persuasive Speech

How to Write and Structure a Persuasive Speech The purpose of a persuasive speech is to convince your audience to agree with an idea or opinion that you present. First, youll need to choose a side on a controversial topic, then you will write a speech to explain your position, and convince the audience to agree with you. You can produce an effective persuasive speech if you structure your argument as a solution to a problem. Your first job as a speaker is to convince your audience that a particular problem is important to them, and then you must convince them that you have the solution to make things better. Note: You dont have to address a real problem. Any need can work as the problem. For example, you could consider the lack of a pet, the need to wash ones hands, or the need to pick a particular sport to play as the problem. As an example, lets imagine that you have chosen Getting Up Early as your persuasion topic. Your goal will be to persuade classmates to get themselves out of bed an hour earlier every morning. In this instance, the problem could be summed up as morning chaos. A standard speech format has an introduction with a great hook statement, three main points, and a summary. Your persuasive speech will be a tailored version of this format. Before you write the text of your speech, you should sketch an outline that includes your hook statement and three main points. Writing the Text The introduction of your speech must be compelling because your audience will make up their minds within a few minutes whether or not they are interested in your topic. Before you write the full body you should come up with a greeting. Your greeting can be as simple as Good morning everyone. My name is Frank. After your greeting, you will offer a hook to capture attention. A hook sentence for the morning chaos speech could be a question: How many times have you been late for school?Does your day begin with shouts and arguments?Have you ever missed the bus? Or your hook could be a statistic or surprising statement: More than 50 percent of high school students skip breakfast because they just dont have time to eat.Tardy kids drop out of school more often than punctual kids. Once you have the attention of your audience, follow through to define the topic/problem and introduce your solution. Heres an example of what you might have so far: Good afternoon, class. Some of you know me, but some of you may not. My name is Frank Godfrey, and I have a question for you. Does your day begin with shouts and arguments? Do you go to school in a bad mood because youve been yelled at, or because you argued with your parent? The chaos you experience in the morning can bring you down and affect your performance at school. Add the solution: You can improve your mood and your school performance by adding more time to your morning schedule. You can accomplish this by setting your alarm clock to go off one hour earlier. Your next task will be to write the body, which will contain the three main points youve come up with to argue your position. Each point will be followed by supporting evidence or anecdotes, and each body paragraph will need to end with a transition statement that leads to the next segment. Here is a sample of three main statements: Bad moods caused by morning chaos will affect your workday performance.If you skip breakfast to buy time, youre making a harmful health decision.(Ending on a cheerful note) Youll enjoy a boost to your self-esteem when you reduce the morning chaos. After you write three body paragraphs with strong transition statements that make your speech flow, you are ready to work on your summary. Your summary will re-emphasize your argument and restate your points in slightly different language. This can be a little tricky. You dont want to sound repetitive but will need to repeat what you have said. Find a way to reword the same main points. Finally, you must make sure to write a clear final sentence or passage to keep yourself from stammering at the end or fading off in an awkward moment. A few examples of graceful exits: We all like to sleep. Its hard to get up some mornings, but rest assured that the reward is well worth the effort.If you follow these guidelines and make the effort to get up a little bit earlier every day, youll reap rewards in your home life and on your report card. Tips for Writing Your Speech Dont be confrontational in your argument. You dont need to put down the other side; just convince your audience that your position is correct by using positive assertions.Use simple statistics. Dont overwhelm your audience with confusing numbers.Dont complicate your speech by going outside the standard three points format. While it might seem simplistic, it is a tried and true method for presenting to an audience who is listening as opposed to reading.

Key Characteristics of Feminist Criminology Term Paper

Key Characteristics of Feminist Criminology - Term Paper Example Infanticide has historically been considered a sex-specific crime, or one that "actually excludes the members of one sex by legal definition." Carol Smart points out in her descriptions of the English legal system that infanticide is the one exception to equally applicable British law since it is an offense committable only by women. Some attribute this offense to the occasion when an unmarried mother must rid herself of a shameful secret through suffocation, strangulation, and the infliction of wounds or fractures to the skull as the most frequent forms of infanticide. (Coramae Richey) It is difficult for a woman to use physical strength in an assault, so she is forced to use a knife or a household product. The practice of throwing scarring solutions such as lye, gasoline, and acids is still a common practice used by women to equalize their lack of assaultive strength. Many violent women offenders wait until their male victims are asleep to perpetuate their assaults, which, in some cases, become homicides. (Coramae Richey) Very little is known about family violence, but recent examinations of the problem have revealed some startling cases of women who abuse their children, husband, and parents. The actual extent of family violence is generally unknown. The younger child is most often the victim, and while mothers are more likely (68 percent) than fathers (58 percent) to commit child abuse, both parents are equally capable of serious violence against their children. The thought of the 'little woman' beating up or battering her husband is cause for many deep guffaws, especially from men. Yet this form of spouse abuse is now believed to be more commonplace than previously imagined.  

Project Evaluation Math Problem Example | Topics and Well Written Essays - 1250 words

Project Evaluation - Math Problem Example The other option that Salsbury has is to open a health and fitness complex and it has a NPV of ?700,000. Furthermore, the report justifies the technique that has been used in order to evaluate the project by comparing it with other project evaluation techniques such as Accounting Rate of Return and Profitability Index. Moreover, the report then discusses other factors that the organization needs to consider while making the investment decision. ANALYSING THE FEASIBILITY OF THE PROJECT Net present value (NPV) is the technique that has been used to analyze the feasibility of the project. NPV shows the net future cash flows of the project after being discounted with the discount rate so that the present value or present worth of the cash flows can be calculated (McLaney, 2009). In the appendix 1 of the report, the forecasted cash flows for the 10 years are calculated and net present value of these cash flows are calculated with the discount rate of 14%. ... is higher than health and fitness complex, therefore the management should invest in opening a retail store than the health and fitness complex as it has higher NPV and projects with higher NPV should be accepted (Jensen, 2001). JUSTIFICATION ABOUT THE METHOD USED TO EVALUATE THE PROJECT The management has used Net Present Value method to evaluate whether the project is feasible or not. Although there are different project appraisal techniques such as Accenting Rate of Return (ARR), Payback Period, Profitability Index, Benefit to Cost Ratio (BCR), Internal Rate of Return and discounted payback period etc. However, the report discusses two of these techniques; ARR ad Profitability Index and compares these two techniques with NPV and justifies why NPV is a good method used to evaluate the feasibility of the project. NPV and Accounting Rate of Return Accounting Rate of Return (ARR) is the average return that the project would yield throughout its time period (Gitman, 2003). It can be ca lculated using the formula below: By using the above formula, ARR of the project is 27.24% It is better to use NPV than Accounting Rate of Return (ARR) as the NPV discounts the future cash flows whereas the ARR does not consider the time value of money. Therefore it is better for the management to use NPV as it will show the real value or worth of the project by considering the discount rate and even inflation rate but these rates are not considered by using the ARR. NPV and Profitability Index The other method that has been used to evaluate the feasibility of the project is the profitability index. Profitability index is calculated by following formula: The formula shows that profitability index considers the time value of money which accounting rate of return does not. Therefore it