Comparing Costa and Starbucks

Comparing Costa and Starbucks One of the biggest and fastest growing industries today is the coffee industry. This industry basically includes individual cafes, hotel cafes and retail chains. In this study, we shall be focusing on the Retail Chains that belongs to the organized sector. The retail outlets share a particular brand and have similar kind of management, with standardized business procedures and practices. The major players today covering market share all over the world are Starbucks Coffee, Barista Coffee, Cafà © Coffee Day, Costa Coffee, etc. For this study, the two retailers Starbucks Coffee and Costa Coffee are chosen because of their identical pattern of functioning and growth. They are the two major players in the coffee cafà © industry, and their customers consider them both as interchangeable brands. That is why it is important to study how these brands differentiate themselves from each other, and attempt to improve brand loyalty amongst the customers. Objectives of the Study By conducting a comparative study of Starbucks Coffee and Costa Coffee, we shall study why one retailer is more successful than the other, and how the performance of these retailers can be improved. Studying the characteristics, history, performance and marketing strategies adopted by both the companies, and the customers perception about the two is the centre point of this research. The objectives of the study can be summarized as below: To compare and study the 4Ps, namely Product, Price, Promotion and Place, of Starbucks Coffee and Costa Coffee. To understand how these cafà ©s have positioned them in order to differentiate them in the market. To find out the customers perceptions and preferences about both these cafes and what motivates the customer to visit these coffee houses. To identify the areas where both organizations are performing well and areas where they need to improve. Research Methodology The methodology for the research includes: Survey Collection of Data Findings Recommendations Formulation of Questionnaire Classification Analysis Collecting primary data from the customers visiting Starbucks Coffee and Costa Coffee and the personnel of the organization through observations, filling up of questionnaires as well as interviewing them. The sample size is very small, i.e. only 5 customers, each belonging to a different age group and background. Collecting relevant secondary data from various sources like magazines, books, journals, internet, and Companys website. The data so collected shall be classified, tabulated and analyzed through graphs and pie charts to extract findings from the collected data. Based on the relevant secondary and primary data, a comparative analysis will be done so as to find out the areas of excellence and areas needing improvement. In the light of these findings, critical aspects shall be evaluated and recommendations and suggestions will be provided for the overall improvement of the Starbucks Coffee Company. Knowing Starbucks Coffee Company Starbucks Coffee Company (Starbucks), one of the worlds premier roasters and retailers of specialty coffee, has travelled a journey beginning from opening just a narrow, single store in Seattles historic Pike Place Market in 1979, to more than 17,000 stores in 50 countries today. Starbucks offers one of the finest and fresh-roasted coffee beans in the world. The coffee buyers of the company personally travel to the coffee farms in Latin America, Africa and Asia to select the best quality Arabica beans, which is roasted into a blend exclusively for Starbucks by the Starbucks experts, who bring out the rich flavor of the beans. Mission Statement To inspire and nurture the human spirit one person, one cup and one neighborhood at a time. Starbucks Products Starbucks offers a variety of products, ranging from hot cold beverages to eatables like sandwiches, salads, wraps, ice creams, etc. Keeping in mind the health and wellness of its customers, it has a separate menu for low-calorie food and beverages, along with its nutritional data. Knowing that some of its customers may be allergic to certain ingredients, the company offers products under Food Allergens section, specifying the food and beverages which do not contain the ingredient the customer is allergic to. The products are well designed, and are served in different measures, not on the basis of quantity, but according to the value for money. They also provide bottled drinks, which can be refrigerated and used at home later on. Moreover, there is a separate menu for kids keeping in mind their taste and health. Starbucks Price Starbucks has a skim pricing policy. They began with a higher price, and skimmed the cream of the market. With the growth in the number of outlets, came the benefits of economies of scale. Because of this, they have been able to gradually lower their prices, and appeal to different segments of their target market. The main factors that affect their pricing are their cost of goods sold, which is quite high because imports form a majority of its products. Starbucks Place Starbucks cater to their target market with strategically located outlets at main markets, malls, and family entertainment centers. The stores are considered to be having a warm and welcoming ambience whether for meeting friends and family, or enjoying time alone. There are around 8870 company owned stores and 8139 licensed stores. Starbucks Promotion Starbucks carries out mass promotion campaigns, mainly in the form of promotions on the Print, TV and Radio Medias. At present, they do not rely heavily on advertising, but rely more on sponsorships and strategic alliances with other corporations. It also takes part in various sales promotion activities to help increase sales at their outlets, some of which are Sponsorships, Collaborations, Tie-ups, Starbucks Membership Card, etc. Starbucks People The people at the stores have to undergo a training procedure so that they have an in-depth knowledge of the companys products and are able to provide best customer service. All employees are treated as partners and provided with comprehensive health coverage and stock in the company through the Bean Stock program to inculcate a sense of ownership and motivate them to perform their best. Starbucks Process The order and delivery process at Starbucks is based on self- service, where a customer goes up to the counter to place the order, and goes back to the counter to pick the delivery once it is prepared. The company believes that although it is just a moment, in which one hand reaching over the counter to present a cup to another outstretched hand, but it establishes a connection between the company and its customers. (Starbucks Coffee, n.d.) Knowing Costa Coffee Costa coffee was introduced in 1971 at 9 Newport Street, London, by Sergio and Bruno Costa. Worlds best Arabica and Robusta beans, sourced from Central and South America, Africa and the Far East, are blended to create a unique taste and aroma from its own blending company (Mocha Italia). Costa was the first UK-based coffee retail chain which operates the entire coffee making process from sourcing, blending, roasting, grinding and making coffee. Costa Coffee Products Like many other brands, Costa Coffee also offers a wide range of products in its retail outlets which includes hot chocolate, teas and infusions, iced coffees frescato. The USP of the company is its customized products without any extra charge. It prepares its coffee according to the exact requirement of the customer, where the customer can state its preference in terms of caffeinated or decaffeinated coffee; skimmed, full fat or soya milk; variety of syrups; flavors of vanilla, hazelnut or caramel, etc. Moreover, the store provides a nutritional content chart and lists of allergens in their food and drinks for its health-conscious customers. Costa Coffee Price The pricing policy of Costa Coffees is not to touch the upper cream of the society, but to penetrate the market. Hence, price of its products is lower than that of Starbucks. Costa Coffee Place The location of Costa Coffee outlets is in the areas where there is maximum youth movement. It is found generally near colleges, shopping malls, petrol pumps, and areas which are easily visible and approachable. It is also located at all 57 Moto motorway services around UK. This shows the accessibility and availability of the Coffee Cafà © Day outlets for drive in customers. Costa Coffee Promotion Costa Coffee does not believe much in mass media promotions. But like other brands, it also has Costa Coffee Club Card. Its promotion techniques are unique. For e.g. it offers points when a customer goes to a Moto motorway services. Costa Coffee People The people at Costa Coffee are characteristically trained to be pleasant, polite and positive with the customers. They ensure that the customers have a memorable visit. Costa Coffee Process The order and delivery process at Costa is not based on self- service. The staff member fetches the order to the table of the customer. (Costa Coffee, n.d.) Findings and Recommendations Starbucks has an extremely strong brand image but they need to work hard on improving their quality of product as taste plays a major role in coffee industry. Starbucks should prepare its communication program in such a way that it changes customers perception and makes it an affordable brand. A majority of Costa outlets are located in the posh areas. Starbucks must open some outlets near residential areas in order to increase its market coverage. Starbucks should consider a change in its delivery process. It must shift to a more convenient format where a cafà © attendant delivers the product to the table. This change may seem insignificant but it also improves customer satisfaction. Conclusion Our survey made us reach the conclusion that both, Costa Coffee and Starbucks Coffee, enjoys equal customer preference. Although price and promotional schemes influence the decision of the people, but the taste of coffee is a very important factor in deciding the store to visit. Costa coffee has a unique taste which attracts the customers. Moreover, people love to sit in the excellent ambience provided by Costa coffee. The visitors in Starbucks outlets are basically executives and elite class, whereas Costa Coffee is preferred by youth. As far the prices were concerned, our research led us to the conclusion that the Costa Coffee offered low prices as compared to Starbucks Coffee and Starbucks can invite more crowd if they reduce their prices, along with providing offers. Bibliography Coffee Market. (n.d.). Retrieved May 4, 2011, from http://www.maketradefair.com/assets/english/CoffeeMarket.pdf Costa Coffee. (n.d.). Retrieved May 4, 2011, from http://www.costa.co.uk/ Starbucks Coffee. (n.d.). Retrieved May 4, 2011, from http://www.starbucks.com/

Education a Continous Process

Baxter and Tight (1994) noted in their research that in many countries, people are being encouraged to be â€Å"lifelong learners,† people who return to school again and again throughout their lives, rather than looking at education as something that ends with graduation from high school or college (Baxter & Tight, 1994). The â€Å"Lifelong Learning† movement believes that education should be an important part of people's lives throughout their lives instead of restricting it to childhood and adolescence. The authors interviewed people who had returned to education later in life to see what factors supported or interfered with that choice. One of the observations they made was that for many older students, especially women, returning to school represented a real juggling act with their time management. This trend was so strong that a significant number of people asked to participate felt that they could not spare the hour the interview would take. This trend of women being stressed for time to do everything they and others expected of them was so strong that they mentioned that perhaps the idea of people attending school throughout their lives might be a male view because often men do not have to juggle as many important tasks as women. The women who were interviewed noted that they had family, personal and work commitments, all of which had to come before school, with the result that when they attended classes, often there was no room in their lives for any social activities connected to their academic work (Baxter & Tight, 1994). However, Palwak (1999) points out that in an age of rapidly changing technology, it may be necessary to include education in one's career plans to the worker does not become stuck with archaic skills. The difficulty in juggling time is also demonstrated in discussions on this topic by the fact that so many articles focus on retirees who return to learning because they finally have the time to study things that have interested them for many years. Education a Continous Process Baxter and Tight (1994) noted in their research that in many countries, people are being encouraged to be â€Å"lifelong learners,† people who return to school again and again throughout their lives, rather than looking at education as something that ends with graduation from high school or college (Baxter & Tight, 1994). The â€Å"Lifelong Learning† movement believes that education should be an important part of people's lives throughout their lives instead of restricting it to childhood and adolescence. The authors interviewed people who had returned to education later in life to see what factors supported or interfered with that choice. One of the observations they made was that for many older students, especially women, returning to school represented a real juggling act with their time management. This trend was so strong that a significant number of people asked to participate felt that they could not spare the hour the interview would take. This trend of women being stressed for time to do everything they and others expected of them was so strong that they mentioned that perhaps the idea of people attending school throughout their lives might be a male view because often men do not have to juggle as many important tasks as women. The women who were interviewed noted that they had family, personal and work commitments, all of which had to come before school, with the result that when they attended classes, often there was no room in their lives for any social activities connected to their academic work (Baxter & Tight, 1994). However, Palwak (1999) points out that in an age of rapidly changing technology, it may be necessary to include education in one's career plans to the worker does not become stuck with archaic skills. The difficulty in juggling time is also demonstrated in discussions on this topic by the fact that so many articles focus on retirees who return to learning because they finally have the time to study things that have interested them for many years.

Compare and contrast Japan and European feudal systems

These upper CLC asses had a large class of commoners to rule over. They also both had similar ethics in the warrior class Like the Code of Conduct for the Knights and the Bushier for the Samurai. These â€Å"codes† were rules and guidelines that the warriors lived by that governed them socio politically, and ethically. Finally both systems had a strong military influence thanks t o a strong warrior class that led to many warring kingdoms within the civilizations.Also this Cree dated a strong defense system as constant attacks by enemy kingdoms threatened the lords r lull. They both built castles with curved walls to make attacks harder. These two feudalistic civilizations had differences in structure and ethics. The majority Y of difference between the two lies in the warrior class. Although they shared similar o verbal oleos In their respective systems they had many differences. One of which being there armor; knights had heavy metal armor that was sturdy but very hard to hau l around d.Samurai had leather armor with strips of iron infused into various spots of their nun form. Also Samurai led a more honorable lifestyle. Knights practiced chivalry but It paled In com parson to the Samurai way of life. Japanese warriors for starters committed suicide instead o admitting defeat or capture. Also they were above peasant people so they would not pillage villages or harm commoners. Japan held their warriors to a moral code that governed them to

Personal Statement In Population Biology - 739 Words

I have started my research with applied probability in theoretical population biology and in statistical genetics during my PhD. However, during my postdoctoral work at the Emory University I started working in a completely different topic of developing HIV vaccine trial design and survival analysis. Soon afterwards during the early days of my Assistant Professorship at Georgia State University, I got exposed to an exciting field of research microarray data analysis. I found it to be fascinating to deal with thousands of genes at the same time. I wrote my first NSF proposal and was successful in obtaining the fund. From then on, I have always worked with high dimensional data in molecular biology in genomics, proteomics, lipidomics and†¦show more content†¦This paper is not only an important one computationally, but also has the potential of modifying clinical protocol. In Datta et al. (BMC Bioinformatics, 2017) we developed a novel statistical approach for identification of the master regulator transcription factor using a permutation based test with a concordant statistic. Additionally, we have a recently accepted on a meta-analysis paper which combines the results of many experiments on thousands of genes and combines the results to provide a FDR control strategy. We have contributed significantly in developing methods for reverse engineering gene, protein, lipid interaction network through association scores based on partial least squared regression model. Additionally, we developed nonparametric tests to perform differential network analysis in multiple experimental conditions using RNA-Seq count data and lipidomics data from mass spectrometry (Kujala et al., 2015; 2017, Gill et al. 2012). I was also involved in pure statistical research involving monotonic single index models and variable selection and multiple imputations Wan et al. 2014 and 2017). Currently, I am involved in developing methodology to identifying differentially expressed genes using single cell RNA sequencing data. scRNA-Seq data has tremendous opportunity to study the expressions of genes at an individual cellular level. However, this type ofShow MoreRelatedRacism Racism1172 Words   |  5 Pagesracism is a very real and terrible system within our global society, the concept of race is not real and cannot be proven as such either biologically or socially speaking. Hochman states that though racism has emerged from the categorization of populations based upon physical attributes, race itself does not truly exist. Furthermore, he purports that race has no biological foundation; though most people believe race is biological in nature, the truth remains that biological differences among humansRead More This Quicksilver Illness: Moods, Stigma, and Creativity Essay1092 Words   |  5 Pagesdisease. 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Top Tips of Criminal Justice Essay Topics

Top Tips of Criminal Justice Essay Topics Criminal Justice Essay Topics Explained With a little zeal and hard work, you're sure to produce an impressive unlawful justice essay. For an argumentative essay it's smart to set up three claims which provides a strong reason behind your stance on the topic matter. Referring to justice in its socioeconomic facet, it is quite difficult to supply an unequivocal definition, since most of them are closely connected to different political and financial doctrines. It is extremely difficult, but important to be aware of the above instance of Robinson Crusoe can illustrate it. Criminal Justice Essay Topics - Dead or Alive? 1 approach to cut down costs is to really use our death penalty, what's the severity of experiencing a death penalty if you know you're likely to sit in a cell till you die of natural causes. Unfortunately, there are those who prefer not abiding by rules in every nation. For instance, you can discuss whether gun control l eads to reduce crime prices, or socio-economic effect of prison on society. Some people think that justice is what has the very best consequences while some argue that justice comes from mutual agreement of all of the parties involved. Whatever They Told You About Criminal Justice Essay Topics Is Dead Wrong...And Here's Why There are numerous more topics that you're able to come up with, to compose persuasive essays. If you aren't clear in your essay which you are admitting guilt you won't get any further. As with other types of writing, essays arrive in a number of forms. You may use our paper topics for Crime and Punishment in keeping with the writing rules if you need to finish a high-quality essay. The social issues research papers may appear easy to write in comparison with different topics, but still it demands an extremely creative strategy, an enormous quantity of curiosity and capacity to think beyond the box and search info in unconventional sources. Steer clear o f these mistakes to generate your research paper really brilliant! You've got to bear in mind that writing a research paper on controversial topics is not an easy endeavor. A great research paper starts with the range of a topic. You ought to make sure you've picked an adequate topic so you may submit a high-quality essay. If you aren't sure your professor will prefer an original research direction, it is far better to pick some typical topic. If you wish to compose a controversial essay, you definitely have to look for the very best social issues topics or satire topics. Writing an intriguing essay about trendy topics is an opportunity to reveal your knowledge of earth. 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When you submit such unlawful justice research proposal topics, the funding agency will appear at them and should they choose to go ahead with the funding, you're going to be requested to get in the area and come out with the entire paper only the same manner you're going to be requested to come out with a complete daycare business plan when you present a daycare business proposal. Bill AB 109 was put into affect to help alleviate the budget issue but like I discussed I think that it's a short-term solution on account of the recidivism prices. Assembly Bill AB 109 attempts to alleviate the problems of over crowding but I feel that it's a short-term solution due to the recidivism rate. Although your field of study might be limited to certain choices and academic barriers, it doesn't indicate that social or ethical aspects aren't relevant. As one can see, there are several unlawful justice research topics, based on type. 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Ethical Leadership in the Master of Science Leadership...

Leaders make critical decisions between right, wrong, and the lesser of two evils every day. These decisions can affect the person making the decision, their employees, and goals of the organization. There are many readings that describe ethics and leadership, but ethical leadership is basically knowing your inner values and having the courage to steadfastly live by them for the purpose of the common good. Southwestern Colleges Master of Science in Leadership program has given me a firm understanding of how important ethical reasoning is and how it impacts, good and bad, an organization. My first artifact, LEAD505 Leadership and Ethics Assignment explains that theres a strong relationship between good leadership and ethics. Since†¦show more content†¦My second artifact, LEAD505 Ethical Decision Making Assignment is significant because it contributes towards understanding that I may never truly feel comfortable with a specific outcome of a tough ethical decision. Is it ever really ethical to move-forward with the mindset of the ends justifying the means? For example, during my leadership studies I was able to understand that President Truman was forced to make one of the most difficult decisions in human history; end World War II with a significant number of civilian casualties or to continue the war for an indeterminate amount of time. The result of the atomic bomb dropping was to facilitate a quicker end to the U.S.’s involvement with the war. It is clear that the number of U.S. casualties were decreased by this one decision, but not without cost in other areas. As our countrys leader, President Truman determined that the ends did justify the means in regards to dropping the atomic bomb. Although President Truman did not use deceit or lying in the dropping of the atomic bomb, it raises the question as to whether or not it is ethical to move-forward with the mindset of the ends justifying the means. Ultimately there is no clear-cut or right a nswer to this question; it is dependent on the person making the decision. While I doubt I will ever have to make such a critical decision asShow MoreRelatedThe University Of A Private Higher Learning Institution Located At St. Louis County, Missouri Essay1039 Words   |  5 Pagesincludes the College of Arts and Sciences, which offers programs in design, math, the humanities and the social sciences. The School of Education offers a Doctor of Education program with a specialization in higher education leadership. The Walker College of Health provides online and on-campus degree programs in nursing, music therapy, rehabilitation counseling, occupational therapy and health care management. 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Allergic Asthma for Chronic Conditions- myassignmenthelp.com

Question: Discuss about theAllergic Asthma for Chronic Conditions in Australia. Answer: Introduction The current paper is a discussion of a patient case study with a view of understanding the clinical scenario offered. The case study is that of Tegan Smith, a 6-year-old girl with asthma. In the context of the case, the type of asthma will be identified, and its pathophysiology and treatment highlighted in the Australian perspective. Lastly, the Australian standards of asthma management education for parents and children will be discussed. Type of asthma presented. The types of asthma include allergic asthma, late-onset non-allergic asthma, cough variant asthma, occupational asthma, exercise-induced asthma, and nocturnal asthma (Mukherjee Zhang, 2011). This is due to the different presentations and causes of asthma in different individuals. Tegan Smith has allergic asthma. This is because; 1) Her asthma is an early onset asthma which is usually due to allergy. She developed symptoms at 6 years of age (Guibas, Mathioudakis, Tsoumani, Tsabouri, 2017). 2) Her asthma attack is accompanied by some allergic signs and symptoms. In addition to the common symptoms of a cough and wheezing, Tegan had allergic symptoms including watery eyes, postnasal drainage and an allergy like prodrome. This ties in with allergic asthma being linked to other allergic conditions including allergic rhinitis that gives post nasal drainage and allergic conjunctivitis that manifests as watery eyes (Van Aalderen, 2012). 3) There is a familial history of atopy. Atopy, which is a genetic predisposition to allergy, is hereditary. Following the history that shows Tegans mother having allergy, sinusitis and nasal polyps, it is plausible to say she inherited the atopy. 4) The disease is triggered by environmental allergens including pollen, foods, animal dander or dust just to mention a few (Janssens Ritz, 2013). This corresponds to Tegan and his family moving to Mount Buller Alpine resort prior to the symptoms starting. This being a highland area is teaming with environmental allergens including pollen. Pathophysiology of allergic asthma Asthma is a chronic condition characterized by airway hyperresponsiveness to allergens, bronchoconstriction, acute and chronic inflammation and airway remodeling (Kumar, Abbas Aster, 2015). There is an interplay between genetics shown by atopy and environmental factors shown by environmental triggers. The initial event is exposure to the allergen or trigger leading to Th2 immune response with production of IgE antibodies (Kumar, Abbas Aster, 2015). On repeated exposure crosslinking of IgE leads to mast cell degranulation with release of cytokines (Bonsignore et al, 2015). This is the reason for the hyperresponsiveness to various stimuli. The release of inflammatory mediators leads to two phases of reactions, an early phase, and a late phase. During the early phase, there is bronchoconstriction, mucosal hyperstimulation leading to overproduction of mucus and vasodilation (Kumar, Abbas Aster, 2015). The early phase reaction is due to mast cell degranulation with release of mediators including histamine. Bronchoconstriction is due to direct influence of the mediators on vagal receptors. The late phase is due to recruitment of neutrophils, eosinophils and more T cells (Bonsignore et al, 2015. There are repeated episodes of inflammation leading to changes in the bronchial smooth muscle termed airway remodeling. It involves deposition of collagen, hypertrophy of smooth muscle in the bronchial walls and increased glands (Kumar, Abbas Aster, 2015). This process is what underlies the presentation of asthma with a cough due to increased mucus production, wheezing due to bronchoconstriction and airflow obstruction (Ldrup Pijnenburg, 2015). Treatment options for asthma The treatment of asthma involves the use of medications, lifestyle modifications and control of risk factors including avoidance of triggers (Queensland Health, 2015). The initial intervention is an assessment of the pattern of symptoms in order to stratify the severity of asthma (National Asthma Control Council of Australia, 2018). In Tegans case, this is her initial diagnosis and no prior records of asthma control are available. Monitoring after prescription of drugs will help in this regard. The initial treatment requires the prescription of a reliever that is taken in case of a flare up and a controller that is taken daily as a preventive measure (National Asthma Control Council of Australia, 2018). This is coupled with education to parents and the child that these medications are to make sure the disease does not interfere with the daily activities of the child. Recommended relievers include salbutamol 2 -4 puffs (100 mcg per puff) via a pressurized metered dose inhaler or terbutaline for children over 6 years, 1-2 puffs (500 mcg per puff) via a breath- actuated powder inhaler (National Asthma Control Council of Australia, 2018). The choice of using a controller depends on the severity of asthma. In infrequent intermittent asthma, a controller is not needed and control of risk factors alone and treatment of acute attacks is enough. In frequent to severe asthma, however, controllers are needed. They should include an inhaled corticosteroid, Montelukast, and sodium cromo glycate (National Asthma Control Council of Australia, 2018). The pattern of treatment is stepwise, increasing doses if the medication does not work or gradually reducing doses if good control is achieved (National Asthma Control Council of Australia, 2018). Standard asthma management education. According to the National Asthma Control Council of Australia, (2018), the recommended education for parents and children involves information on asthma, explaining that it is a chronic condition, the causes, severity, warning signs of an impending asthmatic attack and triggers of asthma. The medications are explained as relievers that help during an attack or before attacks are imminent, controllers help prevent the attacks and should be used regularly. The side effects and alternative choices of the inhaled corticosteroids should be explained. The next piece is education on inhaler devices. The parents and child should be taught how to use a puffer and spacer or any other inhaler device properly. The education should be via demonstration with the parents and child repeating the process to evaluate the outcome of teaching. Also, in this regard, the cleaning and care of inhalers are taught. The final issue is to provide a written action plan for them and for any institution the child is in including school and explain to them how to use it. A written action plan makes it easier to follow management goals set and includes a list of medications and actions to take in several scenarios (National Asthma Control Council of Australia, 2018). Conclusion In conclusion, Tegan has allergic asthma due to his presentation and family history of atopy. Allergic asthma is a chronic condition that is characterized by airway hyperresponsiveness to allergens, bronchoconstriction, acute and chronic inflammation and airway remodeling leading to symptoms of wheezing, cough, associated allergic rhinitis, allergic conjunctivitis, and eczema. The treatment options for asthma include reliever and controller medication coupled with avoidance of triggers and reduction of risk factors. 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