UK grocery market

UK grocery market ‘‘Co-Operative Foods Market Segmentation and Brand Positioning Grocery Market Overview Market Structure The Co-Operative Group The Co-operative Foods Segmentation Market Segmentation Consumer Market Segmentation Target Marketing Co-Ops Target Market Brand Positioning Marketing Mix (4Ps) Co-Ops Brand Positioning Co-Ops Brand Strategy 4 4 4 4 5 5 5 6 6 6 6 7 7 8 9 10 Executive Summary The Co-Operative group is in UK market for over 150 years and operates across the food, travel, funeral, pharmacy and banking and insurance sectors. It has 4.5 million members and around 5,300 retail outlets. This report provides an analysis and evaluation of the strategy adopted by Co-Op in order to target the consumers and market. It also explores the brand positioning of Co-Op in the grocery retail market in accordance with the consumer demands. In order to do this analysis market segmentation framework is used to separate the target market into groups and by keeping the Co-Ops ethical and fairtrade principles in mind. Brand positioning strategies adopted by the Co-Op food were identified by using the marketing mix framework (4Ps). It is found that Co-Op is having intense pressure from its rival Tesco and Sainsburys who are growing rapidly into the convenience retailing. Although Co-Ops profits are gone up as compared to recent years but there is still room for improvement. 1.0 Grocery Market Overview 1.1 Market Structure The UK grocery market is mainly dominated by the big fours who have acquired almost 64% of the market share and of which Tesco is holding the 30% of the market share (Mintel 2009) and it also shows the oligopolistic nature of the market. The grocery market players have divided their customers into two groups: primary shoppers and top-up shoppers , and according to Mintel (2009) the primary shopping is dominated by big fours (Tesco, Sainsburys, Asda and Morrisons) plus Waitrose who are sharing 80% of the market share. The UK is through its worst ever recession which has also affected the grocery retailers and lead to change their strategies. According to Keynote (2009) the ‘hard discount strategy was adopted by most retailers in last two years which was quite successful. Another strategy adopted by the supermarket retailers is to diversify their chains in rural areas in form of convenience stores in order to targets people who have a little access to supermarkets (Mintel 2009). 1.2 The Co-Operative Group This is UK base co-operative established in 1863 and it is quite diversified organization which mainly operates through its two divisions: trading and financial services. The Co-Operative group is well known for its ethical nature and fair trade principles which reflects within its organisation and differentiates it from its competitors. The Co-operative Group operates across the food, travel, funeral, pharmacy and banking and insurance sectors. It has 4.5 million members and around 5,300 retail outlets 1.3 The Co-Operative Foods The Co-OP food operated in UK through its 2223 food stores which can be found in two formats: convenience stores and small/ medium sized supermarkets (Data monitor 2008) The Co-Op food lies on the 5th place in grocery retail market with 8% shares, thanks to its merger with Somerfield in July 2008 (Mintel 2008). The Co-Op used to be the UKs largest grocery retailer in 1960s and through Somerfield acquisition it will be able gain this position again in neighbourhood market. According to the Telegraph (2009) Peter Marks, chief executive of the Co-op said that: ‘‘the move from the big four UK retailers Tesco, Asda, Sainsburysand Morrisons- to a big five including the Co-op will further boost competition for UK consumers. The Co-Op targets its consumers through its ethical and fare trade approach which is the main emphasis of the Co-Op group as stated above. The key strategy adopted by Co-Op is ‘be local act local but in recent years they are having intense competition from Tesco and Sainsburys who are extended their business in convenience sector and grow rapidly. 2.0 Segmentation According to Jobber (2004) the ways in which individuals and organisations with similar characteristics were put together that have significant implications for the determination of market strategy is called market segmentation. 2.1 Market Segmentation Each buyer can act as a potential separate market due to its unique demands and needs (Kotler 2005). It depends on companies to either follow this approach or not, companies can practise no segmentation (mass marketing), complete segmentation (micromarketing) or something in between (niche marketing) according to Kotler (2005) The Co-Op food is following the micromarketing approach rather mass marketing which has its own drawbacks. Kotler (2005) says that the micromarketing is a way of tailoring products to suit individuals according to their taste and needs. Through these criteria (Co-Op) it is targeting the local market by keeping them in convenient locations and addressing the key ethical issues. Although with the merger with Somerfield in July 2008 (Mintel 2008) they got some medium sized super market in their camp but the main focus is still the ‘c-store format. 2.2 Consumer Market Segmentation As Kotler (2005) stated that there is no single way to segment a consumer market. A marketer has to try different segmentation variable either alone or in combinations. These segments can be divided into four groups: * Behavioural Segmentation * Psychographic Segmentation * Geographic Segmentation * Demographic Segmentation The Co-Op is mainly targeting the behavioural and psychographic consumer segments. Through psychographic approach it is targeting the consumer on the basis of their social class, lifestyle as well as their personality through its ethical and organic food products. On the other hand through behavioural segmentation it is targeting peoples loyalty, their usage rate and attitude towards its product range. 3.0 Target Marketing Choosing a specific segment to serve in a market is called target marketing (Jobber 2004), also firms need to segment the market and target that segment in order to work effectively. 3.1 Co-Ops Target Market The segmentation strategy is been adopted by the Co-Op Food in order to remain competitive in the market. The Co-Ops target market is given below: * Neighbourhood market * Ethical market * Fair trade market * Top-up shoppers These above mentioned areas are the key segments targeted by the Co-Op, as it mainly operates in c-store format and it emphasis on providing fresh food products by targeting the local market and by keeping its ethical dilemma and fairtrade principles in mind. There is another important segment it targets is top-up shopping market, through this area Co-Op gets the opportunity to gain customer and introduce them to their ethical principles. 4.0 Brand Positioning 4.1 Marketing Mix (4Ps) The marketing mix model which is also known as 4Ps is used as a tool by marketer in order to implement the market strategy. The 4Ps are: * Product * Price * Place * Promotion Product: Co-Ops product offering is pretty simple, it has fairtrade products, organic products and also simply range which targets almost all segments of the market on the basis of quality and ethics. According to Mintel (2009) the most of the supermarkets have the good-better-best product range but Co-Op is so far concentrating on the better and best product range. Few of the key brand product offered by Co-Op are mentioned in table2. Price: At Co-Op the price is a big issue at Co-Op which can be expected at a convenience store but its their ethical stance which keeps the prices high too. But in order to remain competitive Co-Op offers range of discounted products and through its loyalty cards it gives an opportunity to get points against spending which can be used for further shopping at store. Place: This is the most important part of the strategy adopted by Co-Op through locating its stores at convenient and accessible places. As reported by Mintel (2009) the first criteria by C-store shopper is the location rather than price. Due to its convenient placement of stores Co-Op provides child friendly and time friendly environment right in the heart of community for its customers who find out of town shopping time consuming and stressful. Promotion: The current slogan by Co-Op is ‘Good with food. Other initiatives include the ‘Green dot scheme, highlighting healthy products. Mainly Co-Op promote its brands through local radio and TV and also by donating in local community projects 4.2 Co-Ops brand positioning According to Mintel (2009) the key rule followed by the Co-Op is getting into the market with bigger brand prospective which weve seen by the acquisition of Somerfield. Through this merger, Co-Ops gone bigger but still theyve opted to remain in the heart of local community by acting as local convenience store. And this message is conveyed by the Somerfields brand message ‘Britains favourite local grocer. 4.3 Co-Ops Brand Strategy The Co-operative Group has adopted strong brand strategy in order to sustain the market shares. As stated by Mintel (2009) its brands lie on the basis of * ethical credentials * environmental issues * local sourcing * Fairtrade. This is underlined by Mintels consumer research, with the Co-ops customers the most likely to buy locally sourced and Fairtrade items. In order to become a responsible retailer Co-Op launched it Ethical Food Policy which resulted because of good response from its 250,000 members. As result Co-op switched all of its premium meat products with RSPCA Freedom-food label (Mintel 2008). Simply value brand is also a replacement for every range and actually it is a Somerfield brand 5.0 Conclusion Although Co-Op operates through its large number of small stores by targeting different location and consumer groups but the average foot fall in some of stores is relatively less (Mintel 2008). As it is facing intense pressure from supermarkets in order keep the prices at a competitive level which is quite difficult as it is operating on such a large scale and operating cost are high. The main problem is that Co-Op is not seen as a shopping destination for majority of consumers and they treat it is as top-up store which nearby and available most of the time. A recent study by Mintel shows that only a significant percentage of people take ethical issues seriously while they shop. For them fairtrade and organic food are just another premium line on the shelf and the price factor restrict them from buying. Mintel (2009) shows an improvement in fairtrade sale but it seems organic products are struggling to keep up sales target during recession. It is clear that Co-Op is facing intense pressure from its rivals but it has improved a lot through merger and rebranding strategy. Its profits are record high as compared to last 10 years. More and more people are getting awareness of ethical approach adopted by Co-Op and it shows the significance of Co-operative food in the intense market environment. 6.0 References * Data Monitor (2008), Company Profile: Co-operative Group Limited, June 2008, London: Data Monitor. * Jobber, D. (2004), Principles and practice of marketing, 4th Edition, Berkshire: McGraw-Hill Education. * Hall, J. (2008), Co-op swoops on Somerfield in  £1.56bn deal, Telegraph.co.uk, 16th July. * Kotler, C. (2005), Principles of marketing, 5th Edition, Essex: Pearson Education Ltd. * Keynote (2009), Market review Food Catering, Jan 2009, 19th Edition, Keynote Publishing Ltd * Mintel (2008), Mintel market report- Food retailing, November 2008, London: Mintel. * Mintel (2009), Mintel market report- Convenience retailing, September 2009, London: Mintel. * Mintel (2009), Mintel market report- Food retailing, November 2009, London: Mintel. [http://academic.mintel.com/sinatra/oxygen_academic/search_results/show/display/id=395621/display/id=496165/display/id=496171#atom2] accessed 10/12/09 * Mintel (2009), Mintel market report- Food retailing, November 2009, London: Mintel. [http://academic.mintel.com/sinatra/oxygen_academic//display/id=395621/display/id=496166] accessed 05/12/2009

Legendary Betsy Ross and the American Flag Essay -- American America H

Legendary Betsy Ross and the American Flag The American flag has long been a symbol of our country, but there have been certain doubts about its origin. No one really knows who sewed the American flag. The legend of Betsy Ross has been told many times, but some people look upon it as a myth, saying Betsy Ross never even existed. Betsy Ross was indeed a real person who lived in the 1700's, but no one can prove she actually sewed the American Flag. Betsy Ross did not have an extremely interesting childhood. She was born Elizabeth Griscom on January 1, 1752, to a Quaker couple. Her father's name was Samuel Griscom, who worked as a carpenter. The Quakers were "members of the religious society of friends." (Comptons 1). She lived in Philadelphia, and attended a Friends School while growing up (Walters 335). Betsy Ross married three times, but her first marriage was to a man named John Ross in an upholstery shop where she was a seamstress at age 21. John Ross was the son of an Episcopal clergyman (Compton's 1). Their parents were against the marriage because John was not a Quaker, and so the two eloped together to Glouchester, New Jersey, on November 4, 1773 (Walters 335). After that, the Friends disowned her because she was married out of meeting. John Ross was a patriot. He owned an upholstery shop on Arch Street, Philadelphia. John, like many patriots served in the local militia. One December night in 1775 he was guarding astore of gunpowder when it exploded. He died January 21, 1776, after being severely wounded, leaving his widowed wife of three years behind with no children (Walters 335). After his tragic death, Betsy Ross continued the business alone. Betsy Ross married two other times. After John Ross's death,... ...rians believe that the story of Betsy Ross is pure fiction, but they do not know where the American flag could have originated from. The American flag is a symbol of our country, and it is sad that the legend of Betsy Ross cannot be proven. I believe that the legend of Betsy Ross will continue to be told to keep alive this piece of American history. Works Cited "Betsy Ross." Compton's Interactive Encyclopedia. CD ROM. 1996. Crouthers, David D. Flags of American History. Maplewood: C.S. Hammond and Co., 1962. Davidson, James W., and Michael B. Stoff. The American Nation. Eaglewood Cliffs: Paramount Communications, 1995. Seeden, Margaret. Star Spangled Banner. Washington D.C.: National Geographic Society, 1993. Tonn, MaryJane Hooper. You're a Grand Old Flag. Ideals Publishing, n.d. Waters, John J. "Betsy Ross." The New Book of Knowledge, 1991.

The Practice of Religion in Public Schools Essay -- Prayer in Public Sc

The Practice of Religion in Public Schools The â€Å"establishment† or â€Å"religion† clause of the First Amendment of the Constitution reads: â€Å"Congress shall make no law respecting an establishment of religion, or prohibiting the free exercise thereof† (Education Week, 2003, para. 2). It is from this clause that the idea of separation of church and state comes. It is also the basis for much of the debate regarding the practice of religion in public schools (Education Week, 2003). One of the big questions regarding the religion issue is where to draw the line between separation of church and state and religious freedom. The practice of religion in public schools can balance these two ends by allowing students to individually exercise their religious freedom, so long as they do not interfere with that of other students. Throughout the twentieth century, the United States Supreme Court has protected students’ rights to practice their religious beliefs, so long as they are not â€Å"disruptive, discriminatory, or coercive to peers who may not share those same beliefs† (Education Weekly, 2003, para. 3). In 1943, the Supreme Court ruling in West Virginia State Board of Education v. Barnette stated that students could not be â€Å"forced to salute the flag or say the pledge of allegiance if it violates the individual’s conscience† (First Amendment Cyber Tribune, 2002). The 1963 decision in Engel v. Vitale made school prayer unconstitutional, and similarly found school prayer at graduation ceremonies in its 1992 Lee v. Weisman decision (First Amendment Cyber Tribune, 2002). Student-led prayer at public school football games was found unconstitutional in 2000 with the Santa Fe Independent School District v. Doe (First Amendment C... ...il). Religion in Schools. Retrieved April 30, 2003, from http://www.educationweek.org/context/topics/issuespage.cfm?id=60. This website provided a summary of the issue of religion in schools and reviewed several Supreme Court decisions related to the issue. First Amendment Cyber Tribune. (2002, July). Freedom of Religion: An Overall View of Religious Liberty as Defined by U.S. Supreme Court Cases. Retrieved May 3, 2003, from http://w3.trib.com/FACT/1st.religion.html. This website listed several Supreme Court cases dealing with the issue of religion in schools and provided short explanations of each opinion. Riley R. Religious Expression in Public Schools. Retrieved May 3, 2003, from http://www.ed.gov/Speeches/08-1995/religion.html. This website provided a copy of the U.S. Secretary of Education’s guidelines on religious expression in public schools.

Two big hearted river :: essays research papers

Of the stories on the syllabus the one that I most closely related to was â€Å"The Big Two-Hearted River† by Earnest Hemmingway. During my first reading of this story it was the setting and the action of the main character Nick Adams that I connected with. Reading the opening sentences, grand visions of my childhood danced through my head. The story took me back to happy times of summers spent alone with my grandfather in the mountains of West Virginia. Like Nick, the camping and fishing trips were a welcomed relief from the city life and school for me. Although we were in a different area of the country the wilderness seems to be the same. Like Nick I remembered being dropped off near the edge of the wilderness to hike in and go camping near the river. â€Å"The river just showed through the trees† (Hemingway 480). As with the main character the river always intrigued me as a child. It was many things such as the smell, the sound, and the being apart of nature that I liked. Most of all I really loved having the one on one time spent with my grandfather. Just as Hemmingway describes, we to would tromp through the mountains for what seemed like forever. We make the trek all in order to find that perfect spot to set up camp. I oft en felt as Nick did â€Å"His muscles ached and the day was hot but†¦felt happy† (Hemingway 468). When we came across that spot, a quote from the story says it best â€Å"He was there, in the good place† (Hemingway 471), and â€Å"The river was there† (Hemingway 467). A sense of happiness filled my body because I knew what was soon to come. We would set up the camp and get something to eat. I could feel Nick’s pain of being â€Å"very hungry† (Hemingway 470); this was one of the down sides of the trip. My grandfather would not stop just to eat we would have to find are site then we would take a break for a quick snack before setting up camp. First we would survey the site and plan the best placement for our things. Hemingway wrote â€Å"He pegged the sides out taut and drove the pegs deep† (470), this passage brought flash backs of my grandfather telling me how important it was to get the lines tight and drive the tent pegs deep into th e ground.

Wonder Woman: A Symbol of the Feminist Movement Essay -- Wonder Woman,

"William Marston was an unusual man—a psychologist, a soft-porn pulp novelist, more than a bit of a carny, and the (self-declared) inventor of the lie detector. He was also the creator of Wonder Woman, the comic that he used to express two of his greatest passions: feminism and women in bondage."(Berlatsky, 2015) For over 60 years, Wonder Woman has filled the pages of her magazine with adventures ranging from battling Nazis, to declawing human-like Cheetahs. Her exploits thrilled and inspired many young girls, including Gloria Steinem. Through all of this, she has had to pilot her invisible jet through territories that her male counterparts have never had to. She is constantly pulled in two directions; her stories must be entertaining and non threatening to the male status quo, while simultaneously furthering her as the original symbol of 'Girl Power.' She is praised for being an icon of strength to women everywhere, but chastised for wearing a skimpy costume and tying men up, as if she were no more than a male fantasy. No comic book character has had to endure as much scrutiny as Wonder Woman. That's because Wonder Woman represents an entire gender, at a time of important social flux. Although she was created by a man to influence a male audience, Wonder Woman has evolved into an important symbol of the feminist movement. An Amazon is born Shortly after Superman made his appearance in 1939, a noted psychologist by the name of William Moulton Marston wrote an article in Family Circle magazine, praising comic books. According to Les Daniels in Wonder Woman: The Complete History (Chronicle Books, 2000, pp. 22-24), his article caught the eye of M.C. Gains of DC Comics. Gains was so impressed by the article, he hired Marston into a new position at DC Comics. Within a year, at the urging of his wife, Marston set out to create a female superhero. By February 1941, Marston handed in his first script for ‘Suprema: The Wonder Woman.’ (We owe a debt of thanks to whoever dropped the Suprema.) Marston created a unique heroine, based loosely on Greek Mythology. Diana was the Princess of Paradise Island, a mystical place inhabited by Amazons. Her mother, Hippolyte (sometimes referred to as Hippolyta), Queen of the Amazons, wanted a child and petitioned the Goddesses of Olympus to give her one. She was instructed to sculp t a child from clay. When she was done, the... ... nurturing. All the while balancing family issues and fighting against stereotypes. As her comic book moves ahead, Wonder Woman will continue to tackle issues relating to every woman, and even, every human. Works Cited: Berlatsky, Noah. Wonder Woman: Bondage and Feminism in the Marston/Peter Comics, 1941-1948. January 2015. Print. Daniels, Les. Wonder Woman: The Complete History. San Francisco: Chronicle Books, 2001. Edgar, Joanna â€Å"Wonder Woman Revisited†: Ms. Warner Communications: (July 1972) 28-29 Jimenez, Phil. Wonder Woman #172. (Second Series) DC Comics: (August 2001) Kanigher, Robert. Sensation Comics #97. DC Comics: (May-June 1950) Kanigher, Robert. Wonder Woman #204. DC Comics: (January-February 1973) Marston, William Moulten. Wonder Woman Archives, Vol. One. New York: DC Comics 1998, 8-16 â€Å"The New, Original Wonder Woman† Wonder Woman, ABC: November 7, 1975 O’Neil, Dennis. Wonder Woman #177. DC Comics: (July-August 1968) Perez, George. Wonder Woman #1 (Second Series) DC Comics: (February 1987) Thomas, Roy. Wonder Woman #288 DC Comics: (February 1982) Wolfman, Marv. Crisis On Infinite Earths #12 DC Comics: (December 1986)

Poem Blessing, by Imtiaz Dharker

The poem blessing, by imtiaz dharker depicts the desperation of water in a place which is a victim of drought. the poet has very vividly described the unfortunate situation and has also made the reader sympathize greatly with the poverty sticken people of this area. The poet begins the poem with a simile â€Å"the skin cracks like a pod† which appeals to the visual imagery of the reader as it paints a picture of people with very dry skin in the readers mind.This simile is used very effectively as it not only adds to the visual imagery of the reader but also captivates the reader by hinting to the reader about the lack of water in an area which is further described in more detail. the next line clearly states the theme of the poem which is the description of a situation with deficiency of water and extreme poverty. In the former part of the poem ,† imagine the drip of it†, the poet is expressing the desperation of water by the people. this line is being said or thou ght by the people affected by this calamity! t suggests that these people are craving water so much that they are hallucinating about the sound of water splashing into a tin mug and comparing this sound to â€Å"the voice of a kindly god†. the words† small splash† and â€Å"echo† add to the auditory imagery of the reader which help the reader understand the situation being expressed by he poet more vividly. the writer mention a â€Å"tin mug† in the hallucination of the victims which suggests poverty to the reader . this is because while dreaming about water which is heavenly for these people they imagine it being dripping Into a tin mug which is unusual in financially supported households.Moving on the poet uses a metaphor comparing water to fortune in the line†the sudden rush of fortune†. this metaphor enhances the language used and also emphasizes on water being demanded highly and hence being called â€Å"fortune†. The poet the n describes a scenario where a municipal pipe bursts and water is leaking in abundance. another metaphor is used here comparing water to silver. this comparison once again emphasizes on the high demand and craving for water. This scenario is described vividly in the lines â€Å"roar of tongues†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦frantic hands†.These lines add to the visual imagery of the reader and help the reader grasp a more detailed picture trying to be painted by the poet in the readers mind. the word â€Å"frantic† is used to emphasize on the emergency of the situation. In the latter half of the poem the poet mentions â€Å"naked children screaming† being present in the situation . this line puts a poverty stricken atmosphere forth to the reader and makes the reader feel sympathetic towards the situation. in the last stanza the poet has mentioned the presence of heat significantly in the lines† liquid sun†,†polished to perfection† and â€Å"flashin g light†. hese phrases repeatedly remind the reader about the scorching heat which adds to the misery of the situation.The poem ends leaving a significant impact on the reader with the element of god coming in. the poet mentions that angel rays,†flashing light†, shine over these people suffering which signifies that god is watching over their â€Å"small bones†. this phrase also adds to the visual imagery of the reader portraying a scenario effected by poverty and hunger. The poem is written in free verse . njambments llike â€Å"echo in a tin mug†,†every man woman child for streets† and â€Å"frantic hands and naked children† are present in abundance which adds to the flow of the poem due to no rhyme scheme being present. According to me this poem was very appealing as it made me respect the luxuries I get and take for granted. the poet has been able to describe the helpness situation of these poor and hungry people so vivdly that it made me nderstand the value for the goods and services these poor people don’t benefit from and also feel greatly sympathetic towards them.

Presidents of the Vietnam War Essay

President Nixon’s move to end the war in Vietnam and propagate peace there is the most noble move compared to that of the John F. Kennedy’s and Lyndon Johnson, who, at that time have deployed 500,000 soldiers, more than 300 of which are held prisoners. More so, the citizens were divided over the purpose of the war. Nixon plotted a strategy to end America’s involvement in that struggle without sacrificing the dignity that it has upheld in the global scene. With his strong intentions, he was instrumental in the signing of a peace treaty that benefited both countries.   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   John F. Kennedy views the war as only a small part of a bigger struggle between freedom and communism, an idea that he widely advertised to the Americans. His stand on America’s defense for freedom in Vietnam is rooted from the legal relationship that it tried hard to uphold. With this, JFK pursued all possibilities of winning the war. His pledge to â€Å"pay any price, bear any burden, meet any hardship, oppose any foe, in order to assure the survival and success of liberty† (John F. Kennedy, 1962) was considered ambitious.   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   Lyndon Johnson’s move to give support to Diem in order to make sure that the waging of war against the communist was not effective in the course of the Vietnam War. His obvious support to continue waging war and sending young soldiers made him the antagonist by many Americans who felt that by doing so, it is synonymous to genocide with a different purpose.   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   President Nixon’s intentions handled the Vietnam War best since he made sure that the war was fought in a manner he knows will be a win-win situation to both countries. Works Cited Herring, George C. America’s Longest War The United States and Vietnam, 1950-1975. America in crisis. New York: Wiley, 1979. Small, Melvin. Antiwarriors The Vietnam War and the Battle for America’s Hearts and   Minds. Vietnam–America in the war years, v. 1. Wilmington, Del: Scholarly Resources, 2002.