An Importance Of Military Communication - Free Essay Example

Sample details Pages: 6 Words: 1949 Downloads: 7 Date added: 2019/05/18 Category History Essay Level High school Tags: Civil War Essay War Essay Did you like this example? The American Civil War was the war fought between the Union (North) and the Confederacy (South) within the United States. The war erupted after years worth of conflicts between the two sides. Eventually, the Union was able to take the victory home, which ultimately united both sides. Don’t waste time! Our writers will create an original "An Importance Of Military Communication" essay for you Create order If the South would have taken the victory, it would have been two distinct sides. The victory of the Civil War has been accredited to the skill of the commanders, the fighting qualities of troops, and resources in men and material, when in truth, it was all thanks to much more than that, such as the militarys intelligence and communication networks. The use of communication in the military was essential for the victory of the Civil War. Although many people may believe that the Union won due to the North having larger and many more companies and factories, larger cities, and a better economy than the South, nevertheless the Union attained the victory due to their communication networks within the military because they gained insight into the other sides locations and etc., looked at tactics they were using and were able to advance. The use of communication in the military was essential to the victory of the war for the North. Whether if it was through the form of letters, spies, an etc. Due to the fact that the main source of communication during the civil war was through letters, people had to advance so that others for whom the letters werent intended for, wouldnt be able to identify the content of what was being said. Many of the times, letters were intercepted, and the information was leaked, which affected either the Union or the Confederacy. Letters evolved over time, using ciphers to uncover the true motive of the letter. Military communication was a prominent aspect to the victory of the Civil War. If the military had no type of communication, they wouldnt have been able to gain insight, know when they were overpowered, and other information that was essentially a necessity. Communication between the military and others was a necessity because they needed to know information, because they could not just go in blindly, they needed to know that they were doing the correct thing. For instance, the Battle at Gettysburg, was not a mere collision of the two armies, the Confederates were going in blindly, but not the Union. The Union had marched 150 miles knowing that they would be there, because of the soldier-spies, that had reported back to them. The Union had spies that communicated back to them, fourteen locally organized groups of spies, had granted the Union the information necessary for the victory at the Battle of Gettysburg. According to the primary source, Sherman, William Tecumseh (1820-1891) to Colonel Robert Crooke Wood, the historical context is that it describes the armies preparedness, during the time of the Battle at Vicksburg. Furthermore, the importance of this document is that it demonstrates how with the communication they held bet ween each other, they were able to continue the war because they had knowledge of what was occurring and if they were ready at the moment. The intended audience is Colonel Robert Crooke Wood and the purpose is to inform the Colonel of his army being well supplied with surgeons, medicines, medical supplies and hospital accommodations. It is a piece of letter that informs about the soldiers battling at the Vicksburg and how he was worried because many of the population had been wounded. The perspective is from William Tecumseh Sherman, who commands an army, and this is important because it is a form of communication, in which was effective because they informed each other whether they were prepared to go to battle. This piece of evidence demonstrates how a method of communication within the military was through letters, which was very so effective because they were able to communicate important information such as being prepared to continue going into war. Based on the primary source, Knox, William (1756-1795) Knoxs army diary (incomplete), the historical context is that it is on information about military tactics around the Battle of Germantown. It mentions movements of the army and important events that had occurred. Additionally, the importance of this document is that it represents how the army was doing in terms of ground they covered, materials they were in need of, things they had encountered that was information that could benefit them. The intended audience is that due to it being a diary, it was either for himself or for future references, if anything ever happened to him, or if he had to make reports to someone higher in power or status. The purpose was to record the movements of the army around Philadelphia in September and October 1777. The perspective was from William Knox who was a military officer of the Continental Army and later the U.S. Army, who also served as the 1st United States Secretary of War from 1789 to 1794. It is important because it records important information that was helpful for others in the military, like when it states on September 19, Intelligence recd. of the enemys pushing for Philadelphia the army crossd the Schylkill. According to a primary source, Knox, Henry (1750-1806) to Nicholas Eveleigh, it is another primitive example of how military communication helped the Union be at a stage of benefit. The historical context is that is notes important events that relate to that of war. For instance, it mentions how ships loaded with arms had arrived from France and that Lord Cornwallis nearly captured General Benjamin Lincoln. Moreover, the context is that it informs the intended audience of prominent information such as the shipment of materials that were needed for the continuation of the war. The intended audience was Nicholas Eveleigh, who was an American planter and political leader who was a delegate to the Continental Congress for South Carolina in 1781 and 1782. The purpose is to inform of important details regarding the war and possible information that would help in the future of the war. The perspective is from Henry Knox, the secretary of War and it is important because it lists reports that were prominent to the continuation of the war, such as war materials arriving. If they hadnt received insight on the arrival of the materials, they wouldnt have known, when to continue and when to go pick up the latest arrival. Military communication was also used to let others know of plans that had went through, whether they were struggling or etc. According to a primary source named, Schuyler, Philip John (1733-1804) to James Duane, it demonstrates how the military communicated hardships or celebrations. In addition, the source is a piece of evidence that altered the war because many of those fighting the war, communicated about their losses and victories, in order to tell them details about how the other side was doing and the locations of where they were last at.The historical context is that it goes into great detail of the battle fought in New York, where they had to take the defeat due to them being overwhelmed. It states, abandon the fortress on York Island because the enemys strength was overwhelming. The intended audience is James Duane, a political leader throughout the war. The purpose is to inform the and give a response to James in terms of military actions that were taken and should be taken. It also informs of insight in terms of counties wanting to break away from New York and etc. The perspective is from Philip John Schuyler, a general in the American Revolution, and a United States senator from New York. This is important because it is a letter with intelligence that would benefit the Union, if they had received such important information. According to a primary source, Knox, Henry (1750-1806) to Lucy Knox, it demonstrates how even within family, military information was passed. The historical context is that it reports little activities since the retreat in the Battle of Long Island. It discusses military activities and the effects of such movements. The intended audience is Lucy Knox, the wife of Henry Know, I believe. The purpose is to inform her of important information such as military movements and life. Albeit, the information may seem to broad, in terms of its relation to the topic, the context of the letter was prominent because anyone who might intercept the letter would just see that there is communication between family, therefore, they would not care much of what the information could have potentially said. The perspective is from Henry Knox, a military officer of the Continental Army and later the United States Army, who also served as the 1st United States Secretary of War. It is important because they oftentimes speculated of military activities that would occur later on, due to the information they had received. They informed one another of details regarding the military and etc. Military communication was more like military intelligence because it helped the military advance and know certain information, such as locations, names of certain people, the events of the current situation and more. According to a secondary source, Military Intelligence During Americas Civil War,it mentioned how a major part of intelligence used during the Civil War was through the following source: spies, scouts, cavalry reconnaissance, captured documents, mail, newspapers, interrogation of enemy prisoners, deserters, refugees, contrabands (fugitive slaves) ordinary civilians, balloonists and signal corps stations of observation. According to a secondary source, Lincoln in the Telegraph Office: Recollections of the United States Military Telegraph Corps during the Civil War, it mentions how essential communication in the military actually was. It discusses how the electric telegraph maintained speedy communication between Washington and armies in distant fields. By the ending of the war, the Union had strung over fifteen hundred miles of military telegraph line, whereas the Confederacy had only about a thousand. It was estimated that 6,500,00 Union messages passed over the wires during the war at a cost of about 40 cents per message. Ciphers were also very commonly used. The service arbitrarily assigned significance to certain words, or arranged words in a false position, throwing in meaningless words to confuse certain readers. According to a secondary source, The secret War for the Union: The Untold Story of Military Intelligence in the Civil War, it mentions how the success was due to the militarys communication. It states, for example, the standard depiction of the Battle of Gettysburg as the accidental collision of two armies marching half blindly is found to be true only for the Confederates. Their 150-mile march from the Rappahannock River to Pennsylvania was penetrated by soldier-spies whose findings enabled the pursuing Federals to cross the Potomac simultaneously with the main body of the invaders, and unbeknown to them. The Confederates assumed dangerously dispersed positions across South-Central Pennsylvania, their movements reported by fourteen locally organized groups of citizen-spies and scouts. In conclusion, the communication within the military was essential to the victory of the Union. Without the military communication, the Union would have been unable to win against the Confederates. Although many historians may believe that the Union was able to take the victory to the South due to its tactics or a better sustained economy, nevertheless, the Union was able to become victorious due to the communication networks in the military because they were able to gain insight, they were able to learn certain tactics from the other team, being able to know the location from the other side and etc. Communication network was an aspect of the Civil War that was essentially the victory of the war, due to the reaps of benefits, such as the importance of information.

Essay about A Closer Look at Sociological Theories

Culture refers to spiritual, intellectual and aesthetic development of an individual, group or society. It captures a variety of products and activities that determine and define the way of life of a people. Cultural theories are thus tools that give understanding to values, codes, norms discourses, ideologies and pathologies. Theory offers a model of influence through which culture exerts on social life and social structures. Theories play a role in the provision of stability, opportunity and solidarity or as in this article means to understand and resolve conflict (Burton et al.). This writing focuses on sociological theories in the cultural setting of Jena in Louisiana (A Town in Turmoil). Social Conflict Theory Social conflict theory†¦show more content†¦Instead, it looks at a community as a parasitic relationship where what benefits one party hurts the other. The arrest of the six students and their being arraigned in court seems to work for the white student community as the black society pays dearly with the loss of education and scholarships. On the contrary, the forceful retaliation from the black students is reported to cause physical injury. The point in this theory is that patterns are created which don not always favor all parties. In this highly charged and racial Louisiana community represented by the students in Jena, the conflict between the dominant and the disadvantaged remains persistent. The black community as described in this article is a targeted by the systems and structure and how they operate and thus disadvantaged. The white community through the administration of the school, the judiciary and the office of the district attorney continue to flex their muscle and to protect their privileges while the black community fight back to gain their position. The other element described in the social conflict theory is the avenue in solving the problem. Education seems to bridge the gap of inequalities. Those who take advantage of education find themselves in high positions of influence. In the Louisiana community, it appears the white have dominated. The remarks of Billy aShow MoreRelatedSociological Imagination Summary1307 Words   |  6 PagesAns: In the book â€Å"The Sociological Imagination†, the author C. Wright Mills begins by describing the perilous situation of the American man during the 1950s. He describes they situation as one of internment and frailty. Mills sees men as restricted by the routines of their daily lives. They go to their jobs and become workers, they go home and are family men. 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In his theory which addresses a sociological problem regarding standards of living; Dr. Alana Bibeau further deliberated on how Weber argues, that an individual’s life is being transformed not only by the ideas of efficiency, but shaped by the increasingRead MoreSociological Theories on Religion2049 Words   |  9 PagesSociological Theories Perspectives on Religion Christopher J. Reed Sociology 101 Mr. Nguyen March 14, 2011 Sociological Theories Perspectives on Religion When it comes to the social institution of religion, the three major sociological theories differ in a majority of ways. All three have their own way of how they perceive religion functions in society. The purpose of this paper is to show the impact each theory has had on religion as well as the people inside the institution itself. ReligionRead MoreSymbolic Interactionist Perspective In Sociology1543 Words   |  7 Pagesperspectives are formed. 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American History Study Guide Ch. 15-18 Free Essays

Chapter 15 Elizabeth Cady Stanton: One of the most prominent leaders of the 19th century and leading figure of the early woman’s body; social activist/abolitionist Opposed the 14th and 15th amendment because it did nothing to enfranchise women Leader of the National Suffrage Association Crop-lien/Sharecropping: Growing of cotton and pledge a part of the crop as collateral Sharecropping: initially arose as a compromise between blacks’ desire for land and planters’ demand for labor discipline System allowed each black family to rent a part of a plantation with the crop divided between worker and owner at the end of the year Guaranteed the planters a stable resident labor force Black Codes: Laws passed by the new southern governments that attempted to regulate the lives of the former slaves Granted blacks certain rights: legalized marriage, ownership of property, and limited access to courts Denied them rights to testify against whites, serve on juries or in state militias, or to vote Declared that those who failed to sign yearly labor contracts could be arrested and hired out to white landowners Thaddeus Stevens: Radical who represented Pennsylvania in the House of Representatives Wanted to confiscate the land of disloyal planters and divide it among former slaves and northern migrants to the South; plan proved to be too radical Hiram Revels: Mississippi representative for the U. S. Senate during Reconstruction Served as chaplain in the wartime Union army and became the first black senator in American history Enforcement Acts of 1870-1871: Outlawed terrorist societies and allowed the president to use the army against them Continued the expansion of national authority during Reconstruction. We will write a custom essay sample on American History Study Guide Ch. 15-18 or any similar topic only for you Order Now Defined crimes that aimed to deprive citizens of the civil and political rights as federal offenses rather than violations of state law Klan eventually went out of existence U. S. v Cruikshank overthrew the Enforcement Acts U. S. v Cruikshank: Ruled that the due process and equal protection clauses applied only to state action and not to actions of individuals Case that gutted the Enforcement Acts by throwing out convictions of some of those responsible for the Colfax Massacre of 1873 Election of 1876/Bargain of 1877: Republican nominee: Rutherford B. Hayes Democratic nominee: Samuel J. Tilden Election so close that whoever captured SC, FL, or LA would win Bargain: Congress appointed a 15-member electoral commission Members decided Hayes carried the disputed southern states, and therefore, won Reconstruction Act of 1867: Temporarily divided the South into 5 military districts and called for the creation of new state governments, with black men given the right to vote Passed by Congress over Johnson’s veto Chapter 16 Railroad Strike of 1877: ka Great Railroad Strike: first national labor walkout When workers protested a pay cut that paralyzed rail traffic, militia units tried to force them back to work The strike revealed a strong sense of solidarity among workers and close ties b/w the Republican party and the new class of industrialists Aftermath: government constructed armories to ensure troops would be in hand in the event of labor difficulties Henry George, Progress and Poverty: Influen tial writer on social issues during the Gilded Age He identified the monopolization of land as the cause of social inequality Progress and Poverty: offered a critique of the expansion of poverty amid material abundance Book proposing more optimistic remedies for the unequal distribution of health His solution: â€Å"single tax†which would replace other taxes with a levy on increases in the value of real estate; it would be so high that it would prevent speculation in both urban and rural land George rejected the traditional equation of liberty with ownership of land; saw government as a â€Å"repressive power† Sherman Ant-Trust Act: Banned combinations and practices that restrained free trade; impossible to enforce Helped to establish the precedent that the national government could regulate the economy to promoted the public good Lochner v New York/Liberty of Contract Ideal: Supreme court voided a state law establishing ten hours per day or sixty per week as the maximum hours for bakers Battle at Wounded Knee: Soldiers opened fire on Ghost Dancers encamped near Wounded Knee Creek, killing b/w 150 and 200 Indians Marked the end of four centuries of armed conflict b/w the continent’s native population and European settlers and their descendants Andrew Carnegie: Established a â€Å"vertically integrated† steel company – one that controlled every phase of the business from raw materials to transportation, manufacturing, and distribution. Dominated steel industry Knights of Labor: First group to try to organize unskilled workers as skilled, women alongside men, and blacks as well as whites Wanted to end the use of public and private police forces and court injunctions against strikes and labor organizations Thomas A. Edison: Era’s greatest inventor; Invented the phonograph, light bulb, motion picture, and a system for generating and distributing electric power Opened first electric generating station U. S. Steel Company: Founded in 1901; maintained labor policies held by Andrew Carnegie – lower wages and opposition to unionization Chapter 17 Omaha Platform, 1892: Party program adopted at the formative convention of the Populist Party Represents the merger of the agrarian concerns of the Farmers’ Alliance with the free-currency monetarism of the Greenback Party while explicitly endorsing the goals of the largely urban Knights of Labor. Tom Watson: Georgia’s leading Populist who worked the hardest to forge a black-white alliance Made vicious speeches whipping up prejudice against blacks, Jews, and Catholics Kansas Exodus: Some blacks sought a way out through emigration from the South 40, 000 to 60, 000 African Americans migrated to Kansas seeking political equality, freedom from violence, access to education, and economic opportunity Exodus derived from biblical account of Jews escaping slavery in Egypt Ida B. Wells: Nation’s leading antilynching crusader; insisted that given the conditions of southern blacks, the US had no right to call itself the â€Å"land of the free† â€Å"New Immigrants†: 3. 5 million newcomers seeking jobs in the industrial centers of the North and Midwest Described by native-born Americans as members of distinct â€Å"races†, whose lower level of civilization explained everything from their willingness to work for substandard wages to their supposed inborn tendency toward criminal behavior â€Å"Business Unionism†: Women’s Christian Temperance Union: Largest female organization; comprehensive program of economic and political reform including the right to vote â€Å"must abandon the idea that weakness and dependence were their nature and join assertively in movements to change society† Frances Willard: President Election of 1896: Republicans met the silverite challenge insisting that gold was the only â€Å"honest† currency Republican nominee: William McKinley Sometimes called the first modern presidential campaign because of the amount of money spent Democrats and Populists supported: William Jennings Bryan McKinley was the winner Platt Amendment: Drafted by Senator Platt of Connecticut Authorized the US to intervene militarily whenever it saw fit; US also acquired a permanent lease on naval stations in Cuba Had to be approved before Cuba could recognize their independence Chapter 18 Muckraking: The use of journalistic skills to expose the underside of American life; Theodore Roosevelt came up with the term New Immigration: Began around 1890 and reached its peak during the Progressive Era People came from southern and eastern Europe; 13 million came to the US, the majority from Italy, Russia, and the Austro-Hungarian empire Fordism: Concentration on standardizing output and lowering prices Moving assembly line: car frames brought to workers on a continuously moving conveyor belt Fordism: economic system based on mass production and mass consumption Lawrence, Mass. , strike of 1912: When the state legislature enacted a 54 hour workweek, employers reduced the weekly take home pay of those who had been laboring longer hours Workers spontaneously went on strike and called IWW for assistance Children strikers left the city, and city officials ordered that no more children could leave Lawrence Samuel â€Å"Golden Rule†Jones: Gilded Age mayors who pioneered urban Progressivism Instituted 8 hour day and paid vacations at his factory that produced oil drilling equipment Founded night schools and free kindergartens, built new parks, and supported right of workers to unionize Jane Addams: Era’s most prominent female reformer Believed woman’s life should be governed by the â€Å"family claim† – the obligation to devote herself to parents, husband, and children Founder of the Hull House in 1889 – settlement house devoted to improving the lives of the immigrant poor John Muir: Organized the Sierra Club to help preserve forests from uncontrolled logging by timber companies and other intrusions of civilization Federal Trade Commission: Second expansion of national power in 1914 Established to investigate and prohibit â€Å"unfair†business activities such as price-fixing and monopolistic practices Welcomed by many business leaders as a means of restoring order to the economic marketplace and warding off more radical measure for curbing corporate power How to cite American History Study Guide Ch. 15-18, Essay examples

Workplace Policy And Procedure For Sustainability MacVille assignment

Question: What isthe meaning of sustainable practices and their importance in preserving the ecology. Answer: Introduction Concept of sustainable business practices has gained momentum in the last three decades though the concept can be traced back to the advent of the 20th Century. This is mainly because of the fallouts from irresponsible business practices and operations that were in defiance with the ecology and the environment. MacVille enterprise is located in Melbourne and was established in 2009. The mission of the company is to provide distinctive and compelling caf services that incorporate premium quality, fair trade coffee, other hot and cold food and beverages coupled with quick and friendly in house services. The aim of the business plan of the entity aims to promote it as one of the leading coffee retailers and caf within a span of five years. The report will analyse the operations of the company and analyse the use of resources with subsequent comparison of sustainable work practices (Aras and Crowther, 2008). The report also highlights the triple bottom line approach linked with environme nt, economy and socio-political factors. MacVille sustainability initiatives Within the coffee industry MacVille has developed the vision to be the leading retailer of coffee beverages and other hot and cold gourmets. Sustainability reporting helps organisations to evaluate their operations and to consider the ramifications such operations have on a diverse range of areas like the economy, environment and the society. Focus of sustainability report is also on illustrating organisational value and model for governance. Thus it may be stated that sustainability reporting provides a link between the strategy and its real life application with special emphasis on pledge for a worldwide sustainable economy (Baumgartner and Ebner, 2010). The same holds true for MacVille as well. At the time of its establishment the company had outlined strategic plan for developing the brand and to promote sustainable practices. Apart from the ambitious plan to expand the business to every state in Australia it was also planned to implement a number of eco-friendly measures for bol stering the sustainable practices that will make the operations concurrent with national standards. Again costs and benefits for the organisation also needs to be analysed so as to understand the impact of sustainability initiatives over a short and long term period (Aras and Crowther, 2009). The policies and practices as developed by the company have been examined by the business manager. Subsequently several discrepancies have been found prime among which is the use of resources. It has been observed that usage of resources in the head office and at the shops is not in congruence with the sustainable work practices exercised by the Sustainability team. The usage of water and electricity has been classified as low cost expenses as a result of which they have not received any special attention. However within the area of sustainability water and electricity uses have special role since they are considered basic elements within the modern society. The HVAC system of the entity has also come under scanner as a result of manual modus operandi. Other areas where improvements can be carried out include usage of glass, cardboards, paper, and plastic bags (Bebbington et al, 2014). It has also been evaluated that the old refrigeration system in the organisation has also hampered sustainable practices as they consume significant amount of energy. Other than water and electricity usage sustainability issues for MacVille revolve around the issues of sourcing the raw materials, waste management and prevention of pollution. It can be opined that the process of sustainable management is a continuous process. On a closer look it was observed that waste management process envisaged a recycling programme for all their stores and to launch a recycling test programme. However no such practices have taken place at the ground level. MacVille promotes itself as a zero footprint environmentally friendly company but there are scopes for improvement (Bebchuk et al, 2009). Aspect of waste management assumes a crucial role in sound operations and sustainable operations. The extent of workplace sustainability policy includes green office programme, green purchasing life cycle analyses, supply chain management and adhering to ISO 14001: Environmental management systems. On a closer look it was observed that an integrated approach to sustainabili ty was missing within the activities of MacVille. An integrated approach looks to combine environment, economy and the society and to develop strategies that addresses each of this three areas simultaneously or separately. Thus it may be stated that the sustainability initiatives being undertaken at MacVille needs further amendments and involve the stakeholders to be successful (Bos Brouwers, 2010). The existing policy and procedure being followed at MacVille are partly responsible for such ineffective sustainable policy being followed by the organisation. Best Practice Models There are numerous opinions about the link between sustainable practices and business operations. Concept of CSR and their subsequent application is still not adhered by numerous organisations since their only aim is on profit making. In a nutshell CSR approaches seek to empower an organisation to give back the benefits to the end users and the society in which it is operating (Gray, 2006). In other words concern of the entities should not only be on profit making but also include the environment and the society. Moreover there is a need for the companies to adhere to other pertinent stakeholders like the NGOS and right groups. The concept of CSR can be understood effectively by analysing the triple bottom line approach. As the name suggests, this approach looks to amalgamate the three facets of environment, economy and society for the holistic development (Kolk, 2008). The concept has been illustrated by the diagram below: From the above diagram it may be seen that social, economic and environemental plartforms are overlapping areas forming berable, sustanable and equitable spheres. When these spheres further coincide formation of sustanable practices are said to have dveloped successfully. Aim of the compsnies have transcended eco-efficiency policies to areas of resource production and products so as to maintain the rtiple bottom line appraoch. The triple bottom line methodology is effectively a reporitng tool that itself does not impact the environemtn or the people. However this approach can be implemnted so as to propel improvemnts and make a difference to the society (Hahn et al, 2010). For Macville, application of triple bottom line approach can mean procuring beans from farmers who grow coffe beans in an eco friendly manner. Moreover the companby can also ensure that the different workers are treated properly with due consideration on pay and wages. Again, adherence to triple bottom line approach for the company may also be in the practices of developing strategies that reduce carbon dioxide emissions by 10 % over the span of the next five years. Plans for cutting down wastages are also veritable strategies that can be incorporated within best practice models (Lee and Faff, 2009). Other areas for sustainable practice involve effective waste management strategies. This can include conventional as well as contemporary strategies. Some of the best practices include recycling programme that involves the processes of source separation, recycling and composting. Offering discount to customers who use reusable cups or mugs can also prove to be handy. Again options of usi ng bone china/ ceramic mugs and plates when dining in-store are also viable alternatives for reducing the impact on the environment and helping in achieving a clean and green planet (Linnenluecke and Griffiths, 2010). Sustainability and triple bottom line approach have received greater attention in the past decade owing to greater awareness among the consumer base. People, Planet and Profit are the focus of the firms when they are operating and the policies and objectives are responsible in shaping the way in activities are carried out by an organisation. Coffee has been dubbed as the second most tradable commodity after oil. This has led it to become one of the rapidly growing sectors and contributed to the overwhelming success for some of the coffee franchisees. Owing to the complexities involved in the supply chain of coffee production this industry has largely remained exclusive (Milne and Gray, 2013). In other words the farmers and cultivators of coffee have not been able to reap the profit that coffee franchisees enjoy. It has been observed that these farmers receive only 10 % of the retail price. With greater competition witnessed among coffee growers bulk of the coffee growers have been af fected by the volatility in the coffee industry. The increased demand for coffee consumption has also lead to practices of mono cropping and sun grown coffee. In view of the fact that most of the coffee producing regions in the earth are ecologically delicate there is a potential for significant damage to these areas. Coffee consumption in Australia has almost quadrupled over the last decade (Schaltegger et al, 2012). As per the report by WWF 37 of the 50 countries with highest rates of deforestation are also producers of coffee. Aim of MacVille needs to be on tying up with organisations like Fair Trade Foundation or Rainforest Alliance so that sustainability can be achieved. Fair Trade Foundation evaluates the ethical angle of coffee production whereas aim of Rainforest Alliance is on ensuring environmental issues. Shortfalls of current policies While the organisation strives to maintain sustainability on paper there is a little evidence of the same in actual scenario. There are definite shortfalls of the policies that are in place in MacVille. Presently the organisation does not have any definite code of conduct that has led to unsustainable and greater usage of resources and increased consumption of electricity. There is ample evidence of non adherence to standards that have necessitated inking of policies and code so as to maintain sustainability in the activities. It can be seen that for implementing and upholding sustainable policies there is a need to educate the different human capital of an organisation (Simnett et al, 2009). This can start from internal stakeholders like the directors, officers and employees to consumers as well as vendors and suppliers. In case of MacVille it can be opined that there is dearth of step undertaken by the authorities as a result of which the organisation has failed to discharge the ro les related to sustainability. Deficit in formulating policies of sustainability has also been reflected in the way MacVille treats the waste generated. The company does not have in place a concrete recycling programme and there is no facility for compositing. The decision to procure raw materials and coffee beans are often taken with the sole aim of profit generation (Kolk, 2008). The organisation can make better use of purchasing decision by entering into alliance with organisations like Fair Trade Foundation and Rainforest Alliance. Moreover the cups, plates and straws that are used by the various outlets of the company are non-biodegradable that has impacted the sustainable policies and procedures. The top leadership has to be more innovative while deciding on sustainable approaches so as to deliver the intended practices at the ground level. The managers and officers within the organisation have to be the front runner in devising and executing strategies that will act as a catalyst for other stakeholders to f ollow suit (Bos Brouwers, 2010). The report of expenses as provided in the case study highlights the areas of high cost that can be pruned for maintaining sustainability. It is also evident that the HVAC system presently in place are manually operated that can be replaced for minimising electric consumption and ensure sustainability. New Policy and Procedure The new policy and procedures that will be developed will encompass the different stakeholders like the employees, managers, suppliers and vendors. Tying up with local organic farmers is also a viable option for the entity. Sustainable practices can also be implemented by using compostable products like compostable and biodegradable cups, plates and straws. These products have become more affordable and available as a result of which these composite products can be used for maintaining sustainability (Baumgartner and Ebner, 2010). The increased use of resources has been one of the main concerns in adopting a sustainable policy and as such there have been inflated electricity bills affecting the companys financial resources as well as hampering sustainable policies. Plans and code of conducts need to be formulated that stipulates and directs every employee to use dual-flush capability toilets. Other policy formed will educate the employees to switch off lights and air conditioners in case the company stick to manual operating procedure. While choosing suppliers of coffee beans it has to be emphasised that the raw materials i.e. the coffee beans be procured from suppliers associated with Fair Trade Foundation or Rainforest Alliance. In order to decrease energy consumption limit of 10kW per person has to be implemented and subsequent awareness campaign within the organisation has to be carried out (Bos Brouwers, 2010). Personnel Requirements and implementation plan The personnel requirements section highlights who are the potential personnel that can be included in the sustainability drive and to bridge the gap in sustainable practices. Dealing with sustainability issues first need to be deplored by analysing the area within the entity where it applies. This means whether the entire organisation, one department or one site needs to be included in such programmes. Personnel requirements are also in the form of individuals within the organisation who has to implement and monitor sustainable practices as outlined above once they have been implemented (Schaltegger et al, 2012). It can be the Chief Executive Officer who takes the onus to drive new policies related with sustainable practices or departmental managers who will implement such policies in their specific department and report the same to the higher authorities. Employees have to be constantly imparted the value of sustainable practices for them to be motivated enough in engaging such healthy practices. Thus identifying the personal requirements for such initiatives have to be made primarily. It requires establishing proper communication channels with the prime stakeholders like the financial sector, employees, the different right groups, the customers, employees. It may be further opined that MacVille has to pay special attention on training and development so as to develop the key personnel associated with the plans of sustainability (Aras and Crowther , 2008). The implementation plan will also seek to assign deadlines within which specific training and targets have to be accomplished like increase waste recycling by 10% after the end of six months. Conclusion The above paper has identified the meaning of sustainable practices and their importance in preserving the ecology. The importance of sustainable practices is more applicable in the business of coffee since there is wide scale damage to the ecology while developing this particular beverage. The report has discussed the sustainable practices present within MacVille Enterprises. Based on the case study certain grey areas within this organisation related to sustainable practices have been identified. 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