E-Customer Relationship Management Essay Example | Topics and Well Written Essays - 1500 words

E-Customer Relationship Management - Essay Example   Although e customer relations management is a fairly new area of study for businesses and related stake holders, there has been research taken up to show the possible solutions to the   business problem as presented above. These solutions have been projected to help the organizations increase and maintain their customers through the provision of quality customer relations. The first solution that shall be looked into is developing customer focused business strategies. This involves considering the consumer throughout the process of developing a business strategy (Shanmugasundaram, 2008). This means the organization has to understand the needs of the consumers as well as the demands and through this they can be able to project what demands the consumers might make in the future. The most effective way of getting to the level where an organization can make projections into the future about the demands of their clients, is by providing channels of communications that enable the cl ient to give their views on the products provide4d as well as communication what the consumer would like the organization to improve or include in the line of their production (Romano and Fjermestad, 2006). By so doing the client gets to choose which channel of communication best suits them and thereafter the organization can use that to communicate on a personal level to the consumer telling them of new products and of upcoming sales. This creates a personal feel to the relationship.... Following research undertaken to understand the potential markets and increased profit presented by the Internet, e customer relationship management has come forth as an area that has not yet been fully looked into. Studies continue to show that online based organizations do not offer competitive customer service to counter their offline competition whose customer relations management supersedes that of the online based firms. According to the research report by Lee-Kelley, Gilbert, and Mannincom (2003), many firms in the U.K that went online were blinded by the perception that the Internet provides a near perfect market. This belief led most of the firms to decrease the attention on other strategies of pleasing the client and instead focused on setting the price. This led to aspects such as feature, quality and customer relations being compromised and this meant the organizations did not enjoy the full potential of opportunities created by the Internet. One of the rationales for the concentration of setting the prices is the fact that with online transactions, the consumer is able to compare different firms offering the same item and this creates price wars. This makes firms engage in an act that eventually benefits the consumers more. Although e customer relations management is a fairly new area of study for businesses and related stake holders, there has been research taken up to show the possible solutions to the business problem as presented above. These solutions have been projected to help the organizations increase and maintain their customers through the provision of quality customer relations. The first solution that shall be looked into is developing customer focused business

Argues what Matthew Dickman's prescription for the good life is Essay

Argues what Matthew Dickman's prescription for the good life is. (please make a better topic) - Essay Example The poet’s style and expression match the daily lives of American people, so he appears a poet of the people who writes for the people and they can related with his experiences as his experiences are similar or somewhat grounded in American culture. This paper scrutinizes three of the above-mentioned poems in terms of poet’s prescription of good life. He elaborates about his reading experiences and his comprehension related to those readings. His toilet as a whole was constructed by a company named as American Standard and he relates his experiences of using the toilet with the formation of American standard. He wants people to enjoy themselves and involve in partying for their happiness and merriment, as being a part of American society, people are allowed to enjoy as they like. There are also some ill happenings in life, but as per the poet’s perspective, a person should ignore his losses and try to be happy by clubbing, doing sex and going to parties. He elaborates about his activities in the toilet and connects them to his happiness. He also wants to be as comfortable while being in toilet and is not ready to hurry up. At the end of the poem, when he recalls about his visit of Africa, he seems to mention the African Americans in America whom he regards to be kind and friendly people. His poem informs about the activiti es what American people usually do. He poem, American Standard not only appears as a narrative of his experience and his life, but also about the accommodation that America gives to foreigners such as African Americans who have migrated from Africa to settle in America. He says, Everything that goes into the American Standard becomes a part of it or melts into it such as African Americans have become a part of America and its pop culture. The poet mentions in the poem about partying and get together of people along with his sex with a women who is engaged to a man from

Employment Law Legal Process Paper Essay Example for Free

Employment Law Legal Process Paper Essay To handle a complaint of discrimination effectively, an employer should have a basic understanding of the process and procedures used by the EEOC to enforce the federal laws that prohibit employment discrimination. By knowing in advance what to expect, an employer can best prepare its defense. EEOC ProcessAny individual who believes that his or her employment rights have been violated may file a charge of discrimination with EEOC. Charges may be filed by mail or in person at their nearest EEOC office. Once an employee or applicant files a charge, the EEOC then serves notice on the employer, usually by mail, that a charge has been filed against them. This notice normally includes a copy of the actual charge filed by the employee or applicant. All laws enforced by EEOC, except the Equal Pay Act, require filing a charge with EEOC before a private lawsuit may be filed in court. There are strict time limits within which charges must be filed. A charge must be filed with EEOC within 180 days from the date of the alleged violation, in order to protect the charging partys rights. This 180-day filing deadline is extended to 300 days if the charge also is covered by a state or local anti-discrimination law (U.S. Equal Employment Opportunity Commission). Employers must understand that the persons who evaluate and decide the outcome of employment discrimination cases (the EEOC investigator, federal or state judge, and/or jury) have keen senses of fairness and expect that employees will be treated in a fair manner. As a result, employers are exposed to substantial liability for any acts, including perceived acts, of discrimination in the workplace. Employers should take any charge of discrimination seriously and the employer must keep in mind that, at a minimum, it needs to have a legitimate, non-discriminatory reason for taking the action in question. In addition, an employers response will be evaluated by persons who have a different perspective than the employer. What may appear to an employer, as a benign, routine employment action, can be perceived by a jury as the most pernicious, discriminatory deed. With this in mind, an employer should structure its response to show that its action was not only legal, but also fair (Bureau of National Affairs, 2002). Resolving the Discrimination ChargeThe filing of the charge triggers an EEOC investigation into whether or not there is reasonable cause to believe that the employer did in fact illegally discriminate against an individual. An employer may be asked to submit a written statement of position to explain its version of events. At some point in the investigation, a fact-finding conference might be held (Bureau of National Affairs, 2002). Relatively informal, a fact-finding conference is attended by the charging party, respondent and necessary witnesses. No official record is made and witnesses are not placed under oath. Most employers bring counsel to the conference. After concluding its investigation, the EEOC makes a determination as to whether there is reasonable cause to believe that the alleged discrimination occurred. The investigation starts with a review of all documents in the employees personnel file, and should be expanded to include, among other things, a review of applicable company policies, at least one interview with potential witnesses, and a review of internal documents for any prior incidents similar to the action on which the complaint is based. The lack of effective anti-discrimination policies can be damaging to an employers case. On the other hand, a well-publicized, strictly enforced, non-discrimination policy can prove invaluable to an employer defending against a charge of discrimination. By reviewing its policies, an employer also may discover that the complaining employee did not follow proper company procedure in reporting the complaint. All of this information can be used by the employer in responding to the complaint. A reasonable cause determination indicates that it is more likely than not that illegal discrimination took place. A no reasonable cause determination means that the EEOC has not found sufficient evidence to support a finding of discrimination. While a no cause finding does not bar the complaining party from subsequently filing suit in state or federal court on the same claim, as a practical matter most employees do not pursue their claims after the EEOC issues a no cause finding. If the evidence establishes that discrimination has occurred, the employer  and the charging party will be informed of this in a letter of determination that explains the finding. EEOC will then attempt conciliation with the employer to develop a remedy for the discrimination (U.S. Equal Employment Opportunity Commission). If the case is successfully conciliated, or if a case has earlier been successfully mediated or settled, neither EEOC nor the charging party may go to court unless the conciliation, mediation, or settlement agreement is not honored (U.S. Equal Employment Opportunity Commission). If EEOC is unable to successfully conciliate the case, the agency will decide whether to bring suit in federal court. However, no statements made by any party during the conciliation process can be used in any subsequent lawsuit. If EEOC decides not to sue, it will issue a notice closing the case and giving the charging party 90 days in which to file a lawsuit on his or her own behalf (U.S. Equal Employment Opportunity Commission). CONCLUSION Employees who believe that they have been discriminated against by an employer, an employment agency, or a labor union have the right to file a charge of discrimination with the Equal Employment Opportunity Commission (EEOC). Employers need to ensure that discriminatory practice or action, if it did occur, is stopped, and that it does not occur again. By properly handling the charge at its early stages, an employer can reduce significantly, or possibly eliminate the potential liability. The Bureau of National Affairs, 2002. Retrieved September 11, 2006, from http://www.bna.comU.S. Equal Employment Opportunity Commission. Retrieved September 11, 2006, from http://www.eeoc.gov

Suggested market strategy for Nandos restaurant chain

Suggested market strategy for Nandos restaurant chain It is an individual report outlining a suggested marketing strategy, focusing in detail on one of the target markets, for the future marketing direction of the chosen organisation(NANDOS) in dealing with the issues and problems identified. It is based on the swot and twos analysis done on nandos. According to the earlier research done on nandos the formulation of appropriate aims and objectives and critically discussion of the strategic choices is done. IdentifIcation and discussion of the image and positioning strategy is also done which is described by a tactical marketing plan, discussing in detail any relevant marketing mix activity. The swot analysis and marketing mix plans of its competitors is described. The aim is to concentrate on marketing strategies rather than focusing on wider corporate strategic management issues. The main focus of this assignment is on developing an appropriate tactical marketing mix plan for a recommended strategy and demonstrating evidence of wider research and reading. Nandos is one of the fastest growing restaurant chain with a portugese/Mozambique theme. Nandos is known as the home of legendary grilled peri peri chicken. Nandos was born in 1987.earlier it was named as chicken land, but was renamed again after its founder Mr. Fernando Duarte. Started in Southern Johannesburg, South Africa with a Portuguese/Mozambican theme. It was formed by two friends Fernando Duarte and Robert Broz in africa. It has specialty of fresh-flamed grill chicken spiced with Periphery sauce, indigenous Its growth can be seen with the fact that there are around 700 restaurants in 29 countries. It launched its first restaurant in UK in 1992 and now has more than 200 Nandos in here. . FUNCTIONS It is a restaurant dedicated to people with an craving for life, people who love to laugh and exist to eat. At Nandos we believe in our flame-grilled Periphery Chicken, we believe its the best in the world. Taste the only one of its kind essence and fire of our Periphery chicken which is only one of its type. Nandos is of the finest restaurant chain in the world as it promises to offer a world class chicken experience at reasonable prices with unfailing quality, value and dedication to its consumers. Human Resource Team: Nandos earlier known as chickenland originated from South Africa.It is chain of chicken restaurants, which arrived in the UK in 1992. Nandos has around 137 restaurants with a staff of 2,000 and an HR team of 30. Each restaurant has a team of two buddies who are in charge of HR department . (http://www.nandos.com) Nandos management focuses on giving friendly and prompt services to customers.It also focuses on placing a strong emphasis on staff motivation, believing that happy employees are the key to provide good customer service. Every restaurant manager is known as a Patraos meaning Portuguese for head of the family. Area managers are known as MDs and each has a fun budget to hold parties and days out for staff.The management is considered to be very important in running the restaurants. FINANCE Nandos has been growing as a restaurant at a rapid rate.it has about 700 eateries in about 29 countries with the operating profits of about $140 million. iIt was launched in the UK and Ireland itself in 1992 and now has 217 restaurants here, all directly owned and operated.Whereas in its originating country i.e South Africa,it has about 250 outlets which are franchises. Most of its other markets are populated by franchises. (Business Times Online, UK) One of the most important marketing tool is 7 ps of marketing: 7 Ps of MARKETING: 7 ps of marketing include physical evidence, place, price, product, process, promotion and people. PHYSICAL EVIDENCE: Nandos popularity could be easily judged by looking through its ongoing increasing locations around the globe.Its roots can be seen in almost all growing nations. It is spread in around 31 countries which include: Australia, Bangladesh, Bahrain, Botswana, Canada, Cyprus, Fiji, India, Ireland, Kuwait, Lebanon, Lesotho, Malawi, Malaysia, Mauritius, Namibia, New Zealand, Nigeria, Oman, Pakistan, Qatar, Singapore, South Africa, Turkey, UAE, UK, USA, Zambia and Zimbabwe. Nandos is doing extremely good and spreading its spreading very fast around the globe. . PLACE: Place is reffered as the locations around the globe.It aims at describing the the total number of outlets. Nandos is positioned in around 31 countries with more than 700 restaurants and is still growing rapidly. PRICE Penetration pricing: It is based on keeping the offering low priced to grab the maximum market share Competition pricing:- In this the focus on price is less as compared to  non price competition  items such as location and service Psychological pricing:- This is market based approach where the customer psyche is intensely affected. PRODUCT Nandos Product portfolio primarily comprises of flame grilled Periphery chicken which is the main focus of customers.The chicken is mainly served in quarters,halves and wholes. Cold drinks, shakes, ice tea , appetizer are also served at a nominal price. Nandos also serves burgers, pitas, salads, wings and wraps. In some countries, Nandos sells chicken livers, Espetada (a large stand with a skewer of chicken breast and grilled peppers) and the Cataplana (a chicken and rice dish served in a traditional Portuguese copper dish). (www.nandos.com) It also manufactures a range of sauces which include Peri-Peri sauces, marinades, cooking sauces and a Peri-Peri Essence. (www.nandos.com). PROCESS Amazing taste with nutrition -The chicken provided is lower in fat with great taste and high on protein. Freshly prepared Premium chicken are selected for Nandos. Then they are trimmed for excess fat and marinated in Peri-Peri sauce for 24 hours for the amazing taste. Thrilling Grilling Chicken is properly grilled naked on an open flame resulting in lower cholesterol and fat. And is basted on customer preference like lemon and herb, mild or extra hot Peri-Peri. Uses 100% natural ingredients and no preservatives, flavors, colors and no added MSG. PROMOTION 360 ° promotional techniques are used. For winning prizes and discounts scratch cards are given when an order is placed on various combo meal. Special offers like value meals offer greater value for money for the customer PEOPLE Friendly and prompt services to customers. Appropriate interpersonal skills, aptitude, and service knowledge. Responsiveness, reliability, assurance, empathy are the KRAs Transforming the transaction value to the customer life time value. OPERATIONS Nandos is known for its overwhelming staff. They give their best to make it a lifetime experience for the customers. I interviewed some crowd to judge about their experiences in nandos and according to the people it was one of the best restaurants experience for them. Best known for its peri-peri chicken which is really mouth watering. Even if the restaurant is busy the order placed comes to you in less than 10 -15 minutes. Unlike other restaurants the staff cooperates instead of annoying the guests. One of the best part about nandos is that it has options for vegetarian people too.There are some varieties of options to choose from pastries and other desserts priced between  £2 to  £3.The service is very quick and wonderful. One can choose from different varieties of menu. So nandos could be an lifetime and mouthwatering experience for the people. COMPETITOR ANALYSIS POSITIONING OF COMPETITORS: MC DONALDS It positions itself as the leader in quick service restaurants. In order to maintain dominance, they market to a younger set of persons, much in the same way that our Im Lovin It campaign does. KFC KFC corporation positions itself as the worlds most popular chicken restaurant chain, specializing in extra crispy fried chicken, Twister and Colonels Crispy Strips chicken with home style ideas which are different from others SWOT MATRIX OF McDonalds Here are some major strengths,weakness,oppurtunities and threats of mc donalds are described. Strengths McDonalds is considered as a market leader in both the domestic and international markets. It has an efficient food preparation style that follows the process in a systematic way The food is cheap and lots of variety is available. Weaknesses High renting cost and high fixed cost. Price competition with the competitors resulting in low revenue. There is lack of product innovation as the same menu is being used from a long time. Opportunities It can adapt to the needs of the societies and undergo an innovative product line McDonalds still has plans for more international expansion. Threats The companys aggressive international expansion. Foreign currency fluctuation as it uses standard pricing for its food items. SWOT ANALYSIS OF KFC Strengths KFC has strong trademark recipes. Ranks highest among all chicken restaurants for its convenience and menu variety. Distribution strategy. Weaknesses Admitted inability to provide quality service. Lack of knowledge about their customers. Conflicts between KFC and PepsiCo cultures. Opportunities Overseas expansion with the rapid economic growth. Updating restaurants. Threats Increasing wage rates directly affect menu prices. Changing customer demands. BRAND AUDIT KFC McDonalds Brand image Bucket chicken, wings of chicken, their mascot Chicken burgers, cone ice cream, Ronald What is your perception towards the customer Enjoy Crispy Chicken Experienced service which is the industry standard. Roles these brand play in your life Global Appeal Global appeal with providing best service in industry What is the reason for going there To have chicken served A multi fast food choice Level of awareness High High PESTLE Pestle is an abbreviation for the factors that should be understood by a company as part of its environmental analysis. It is described as: P Political E Economic S Social/Cultural T Technological L Legal E Environmental. OPPORTUNITIES THREATS Opportunities Threats People are more open to experiment with food now a day. Rapid growth in food industry International expansion Demographic trends Rapid economic growth Strength of competition. Rising sale of substitute goods. ex- Mc Donalds cheap chicken mayo burger (99p). Mature/overstored industry. More health-conscious consumers. Loyalty enjoyed by the present competitors. Economic downturn Internal Factors (IFAS Table) External Factors (EFAS Table)TOWS MATRIX Strengths (S) Branching (29 countries) Its fresh (never frozen) marinated for 24 hours Grilled to order (healthy) Customer able to choose level of spice in food. In the UK itself 214 restaurant Every restaurant is unique individually design 2010 one of the worlds top 30 hottest marketing brands Weaknesses (W) Menu updating cycle is too long Less care for religion and vegetarian costumer High renting cost , fixed cost Relatively high food price Health problem about grilling food Traditional grill food cant satisfy all the costumers. Does not provide online ordering Opportunities (O) People are more open to experiment with food now a day. Rapid growth in food industry International expansion Demographic trends Rapid economic growth S-O Strategies There are room for more international expansion (S1, O3) Increase number of outlet in current market (S1, S5, O1, O2) Increase marketing effort on healthy food (S2, S3, O1) Adding new menu items (S3, O1) W-O Strategies Add more food categories (w1 w2 w6 o1) Add online service with home delivering (w7 o2) Decrease the fixed cost of the food (w2 w3 05) Threats (T) Strength of competition. Rising sale of substitute goods. ex- Mc Donalds cheap chicken mayo burger (99p). Mature/overstored industry. More health-conscious consumers. Loyalty enjoyed by the present competitors. Economic downturn. S-T Strategies Open more outlets/Expand internationally (T1, T5, S1, S5) Cut the product prices (T1, T2, T6, S2, S3, S4) Start Home-delivery. (T1, S5, S7) Increase marketing efforts (T1, T3, S1, S5, S7) Attract more customers. (T3, T5, S1, S2, S3, S4, S5, S6, S7) Enhance the food making standards. (T1, T4, S2, S3, S4) W-T Strategies 1. Should come out with some cheap products to compete with others.(w4,t2) 2. Must use more healthy ingredients to attract the health conscious population.(w-5,t-4) 3. Need to focus on strategies to gain more profit in economic downturn position(w3,t6) 4. must come with more vegetarian products to attract the crowd.(t1,w2) TARGET MARKET PROFILE: Age: 18 30 year old (Generation y) Gender: Male and Female Income: Moderate to high Occupation: Students and Young Independent People Social class: Middle to Upper Class Risk perception: Low risk Needs-motivation: Sports and independent images Brand loyalty: Strong STRENGTH Branching (31 countries) Its fresh (never frozen) marinated for 24 hours Grilled to order (healthy) Customer able to choose level of spice in food. In the UK itself 214 restaurant Every restaurant is unique individually design 2010 one of the worlds top 30 hottest marketing brands CSF/CA MARKETING Critical Success Factors (CSFs) are the critical factors or activities required for ensuring the success of the business. The term was initially used in the world of data analysis , and business Analysis.( http://rapidbi.com/created/criticalsuccessfactors.html) Critical Success Factor (CSF) Marketing can help Nandos in the following areas of their business: SEO and SEM Social Media Marketing QR Codes Email Campaigns Trade Magazine Advertising Mobile Marketing Lets take the example of the famous social networking website and see how it can benefit Nandos and how the brand name can be promoted using the World Wide Web: Social Media Marketing on Facebook, Twitter, LinkedIn, etc is huge right now. Facebook has over 500 million active users and uses a targeting system for delivering ads that works. More than 500 million active users. 50% of active users log on to Facebook in any given day. Average user has 130 friends. People spend over 70 0 billion minutes per month on Facebook. Average user is connected to 80 community pages, groups and events Average user creates 90 pieces of content each month More than 30 billion pieces of content (web links, news stories, blog posts, notes, photo albums, etc.) shared each month. More than 70 translations available on the site Using demographics and geographic analysis, ads should be targeted to the right sex, age group, metropolitan or national areas Facebook really delivers. Setting up smart campaigns for your wall posts and ads is crucial.. Custom pages can also be built listing your services, promotions, and more. Facebook determines the location of a user based on IP (Internet Protocol) addresses, which can help identify the country or city where a user is physically located. If a user has listed a current address on their profile, they may see ads targeted to that location, regardless of where they are currently located. So masses can easily be reached and brand can be promoted easily with the direct technique.

Independence in Jane Eyre Essay -- Essays Papers

Jane Eyre Essayindependence Jane Eyre, a novel written by Charlotte Bronte, is about a young girl named Jane that struggles to discover her identity. Jane’s a girl who is â€Å"unhappy, very unhappy†(23). She grows up with relatives that treat her unfairly because her diseased family was not wealthy. Jane’s uncle Mr. Reed had reminded his wife and family to consider Jane as their own, but in contrast she experienced physical abuse by her aunt and cousin John. â€Å"John Reed knocked me down and my aunt shut me up in the red-room...†(23), the abuse that Jane experienced impacted her young soul, but also helped her grow into a stronger person. Unlike her cousins, Jane’s childhood was unpleasant because â€Å"...I have no father or mother, brothers or sister...†(23). Years later, Jane goes to Lowood institution where she succeeds and becomes a school teacher. From there, Jane meets Mr. Rochester who turns out to be the love of her life. Throughout the novel the readers se e a dependent girl transform into an independent young lady that overcomes all her tribulations. Charlotte Bronte allows us to trace Jane‘s character. While at Gateshead, Jane is a dependent young girl learning and yearning to be independent. Jane acknowledges that without Mrs. Reed’s assistance of financial issues and disciplinary actions, she wouldn’t be able to survive. â€Å"Benefactress!...They all called Mrs. Reed my benefactress;†, here Jane declares she knows who's responsible for raising her. Jane’s independency...

The Articles of Confederation :: essays research papers

  Ã‚  Ã‚  Ã‚  Ã‚  The Articles of Confederation was the first constitution of the United States. The Articles took place from March 1, 1781 to June 21, 1788. At the time of the American Revolution, the Articles were written by a committee of the Second Continental Congress. John Dickson was the head of the committee. He presented a report on the proposed articles to the Congress on July 12, 1776. He wanted a strong central government, control over the western lands, equal representation for the states, and the power to levy taxes. A powerful central government was feared by the thirteen states.   Ã‚  Ã‚  Ã‚  Ã‚  John Dickson’s articles were drastically changed before they sent them to all the states for ratification. The Continental Congress had been careful to give the states as much independence as possible and to specify the limited functions of the federal government. Many years passed before the states ratified the articles. Disagreements were made over boundary lines. Decisions were made by state courts, on differing tariff laws, and trade restrictions between the states. The small states wanted equal representation with the large states in Congress, and the large states were afraid they would have to pay an excessive amount of money to support the federal government. The states continued to disagree over control of the western territories. The states wanted the government to control the sale of these territories so that all the states profited. The bordering states wanted to control as much land as they could. The states eventually agreed to give control of all western lands to the federal government, paving the way for final ratification of the articles on March 1, 1781.   Ã‚  Ã‚  Ã‚  Ã‚  The articles created a loose confederation of independent states that gave limited powers to a central government. The national government consisted of a single house of Congress, where each state would have to vote. Out of thirteen states, three would have to give consent so the Congress could borrow money as well as declare war and enter into treaties and alliances with foreign nations. The federal government had no judicial authority and Congress only had the judicial authority to arbitrate between states. The Congress denied the power to levy taxes. The new federal government was financed by donations from the states based on the value of each state’s lands. Any amendment to the articles required the unanimous approval of all 13 states.   Ã‚  Ã‚  Ã‚  Ã‚  The Second Continental Congress wanted to limit the power of the central government so

Paper Chromatography Lab Essay

Purpose: to separate the various photosynthetic pigments of Spinacia oleracea leaves. Materials: – methanol – water – filter paper – sand – test tube – 10 S. oleracea leaves – 2 wooden splints – mortar – pestle Method: First, 10 S. oleracea leaves were gathered. A piece of filter paper, a wooden splint, a mortar and pestle were also gathered. The leaves were placed inside the mortar, filling the mortar approximately half full. The leaves were then crushed with the pestle. Sand, water and methanol were added and then the leaves were crushed again. This was repeated until the leaves had reached the consistency of a soupy green paste. The leaf extract (soupy green paste) was strained, removing the fibrous spinach paste, which was placed into the garbage, and leaving the liquid leaf extract. The wooden splint was dipped into the leaf extract and then traced in a thin straight line onto the filter paper. The filter paper was allowed to dry for approximately 2 minutes. The next coat could not be applied until the paper was completely dry. The process was repeated 10 times, from dip, trace and drying. A test tube was gathered as well as methanol and a second wooden splint. The wooden splint was pi erced through the top of the filter paper and then the filter paper was placed into the empty test tube. It was measured how much methanol would be needed so that the tip of the filter paper was submerged but the extract line was not submerged. After measurement, the filter paper was removed from the test tube. The methanol was poured into the test tube up to the measured fill point. The filter paper was then carefully inserted so that it never touched the edges of the test tube. The test tube was carefully placed vertically into a test tube holder and allowed to absorb methanol for 45 minutes. After the 45 minutes were complete, the filter paper was then removed, measured as to how far pigments had travelled and left to dry. Observations: Calculations: Rf xanthophyll= distance pigment travelled distance to solvent front = 7 9.7 = 0.72 Rf chlorophyll a= distance pigment travelled distance to solvent front = 8.4 9.7 = 0.87 Rf chlorophyll b= distance pigment travelled distance to solvent front = 8.5 9.7 = 0.88 Rf carotene= distance pigment travelled distance to solvent front = 8.7 9.7 = 0.90 Discussion: 1. The Mortar and Pestle is used to break down the intramolecular bonds within the S. oleracea leaves. This helped break the molecule down into smaller molecules and individual atoms so that chloroplasts and their pigments were not buried inside the leaf and were  easily accessible. 2. Methanol is used to dissolve the pigments, as methanol is polar and so are the pigments. As we saw, the pigments stayed with the methanol in the liquid part of the mixture but everything else (cell walls, etc) floated to the top of the mixture, so we could easily remove it. 3. It is important that the filter paper did not touch the walls of the test tube because if touching the side walls, water would absorb from the sides as well as the bottom of the filter paper. If this were to happen, the flow of methanol up the filter paper would be disturbed, thus disturbing the flow and separation of the pigments. 4. It is very important that the leaf extract not be dissolved in the solvent because it would not travel upward the same. If the extract line were to be dissolved in the methanol, it would simply dissolve into the methanol, without actually having the chance to travel up the filter paper. With the extract line above the meniscus, the pigments’ only choice was to follow the path of the methanol. 5. Water would not be able to carry the pigments up the filter paper because it does not have the same physical properties as methanol. One of methanol’s unique features is that it dissolves compounds of very high polarity. While water will dissolve polar molecules, it would be unable to dissolve these pigments as well as methanol can. 6. According to my findings, chloroplast a is in the highest abundance in the leaf extract. This is known because of the very bright green colour of the pigment, as well as the expanse of chloroplast a on the filter paper. 7. Pigments separate rather than travel up the paper at the same rate due to their solubility. Pigments that are the most soluble in methanol will travel to the highest levels, almost as high as methanol itself, but pigments that are least soluble in methanol will stay lower down on the filter paper. The pigments will only travel far enough so that they are completely dissolved  from the methanol to the filter paper. Therefore, those pigments that are least soluble in methanol, take less time and space to dissolve from methanol so they stop travelling at an earlier stage that those that are most soluble with methanol. 8. The meaning of the Rf value is to help identify pigments. Each pigment holds an Rf value, which is used like a fingerprint. Although colour can be used to identify pigments, their Rf value is the true indication of which pigment is present. Conclusion: the various photosynthetic pigments in S. oleracea were separated using the chromatography technique.