How MRSA Became Resistant To Antibiotics And Became Such a Prevalent Organism - Free Essay Example

Sample details Pages: 8 Words: 2422 Downloads: 8 Date added: 2017/06/26 Category Medicine Essay Type Analytical essay Level High school Did you like this example? Discuss how MRSA became resistant to antibiotics and became such a prevalent organism associated with British hospitals. Explain how MRSA is treated and touch upon the wider implications for antibiotics and the future of healthcare. Introduction It may be argued that micro-organisms are the most successful life form on the planet partly due to their pervasive presence and their utilisation of any available food source, including humans. The ubiquitous presence of micro-organisms and their astronomic numbers give rise to many mutations that account for rapid evolutionary adaptation and in part for emerging antibiotic resistance (Evans and Brachman 1998). Don’t waste time! Our writers will create an original "How MRSA Became Resistant To Antibiotics And Became Such a Prevalent Organism" essay for you Create order Bacteria have evolved numerous structural and metabolic virulence factors that enhance their survival rate in the host. Once such bacteria is Meticillin Resistant Staphylococcus aureus (MRSA). What is MRSA and why did resistance occur? The genus Staphylococcus are non-motile, Gram-positive cocci, measuring 0.5-1.5 µm in diameter and are commonly found in the nose and on skin. They can occur singly, in pairs, short chains or in grape like clusters. There are several species but Staphylococcus aureus has been a significant pathogen for humans for many years. It is different from other Staphylococci because it produces the enzyme coagulase. Potential virulence factors include surface proteins, which promote colonisation and membrane damaging toxins that can either damage tissue or invoke other disease symptoms. Before the emergence of antibiotics, the mortality rate for Staphylococcus aureus infections was 80% (Fedtke et al 2004). The versatile organism has developed a resistance to Meticillin due to its mobile genetic element the mecA gene, which is found in the Staphylococcal cassette chromosome mec (SCCmec) and this mediates the resistance to ÃŽÂ ²-lactam antibiotics such as Meticillin (Greenwood 2000). Of the current antimicrobial resistant organisms, Meticillin-resistant Staphylococcus aureus (MRSA) is probably the most challenging in a hospital setting. MRSA first came to the publics attention, here in the UK, in the 1980s when the first epidemic strain, Epidemic Meticillin-resistant Staphylococcus aureus (EMRSA was identified. Subsequently a further sixteen epidemic strains have been recognised. Each strain has its own genetic makeup and display resistance to different antibiotics. EMRSA -15 and EMRSA -16 are the most common strains found in the UK, accounting for 96% of all MRSA bacteraemia. Worryingly, a new strain, EMRSA à ¢Ã¢â€š ¬Ã¢â‚¬Å" 17 was identified in 2000. Not only did it display resistance to the previously recognised antibiotics but also Fusidic acid, Rifampicin, Tetracycline and sometimes Mupirocin. Evolution and natural selection have produced the mechanism through which micro-organisms can adapt to their ever changing environment, including resistance t o natural and man made antibiotics. Bacteria including Staphylococcus aureus are adept at infecting and colonising humans and also aid other microbes to cause infection by producing anti-inflammatory molecules, which allow microbes to evade the bodys immune system (Fedtke et al 2004). They are also able to hide in biofilms and proteins called defensins.Therefore bacteria successful in these evasive strategies are able to pass these strategies down the generations in a process called horizontal gene transfer (Bush 2004). However, this is not a new phenomenon. As far back as 1940, the journal Nature published an article describing the discovery of an enzyme that destroyed Penicillin called Beta-lactamase. Two mechanisms are used by Staphylococcus aureus to cause infection (Roghmann et al 2005). These are toxin production and tissue invasion. Toxin production is exemplified in gastroenteritis resulting from consuming Staphylococcal enterotoxins in food and tissue invasion is demonst rated in the classical abscess comprised of pus contained in a fibrin wall and surrounded by inflamed tissues. Why a hospital problem? Staphylococci are the classic hospital acquired bacteria and Staphylococcus aureus is the commonest cause of surgical site infection. For years, glycopeptides, such as Vancomycin have been the first choice for serious Staphylococcus aureus infections. Now clinicians are facing strains with reduced susceptibility to glycopeptides, with no decline in virulence (Dancer 2003). Within the hospital environment there are recognised high risk areas/departments where patients are at greater risk of infection. Two such areas are intensive care units and burns units. Examples of factors associated with higher risk MRSA acquisition are previous antibiotic therapy and frequent admissions. The more often a patient is admitted to hospital the greater the chance of exposure to MRSA and being prescribed antibiotics. Patients and their pre-disposing factors,,for example, being immunocompromised,and having wounds make them more susceptible to acquiring MRSA, In addition the healthcare workers and the environment are also potential reservoirs of MRSA. The environment as a reservoir has been more difficult to assess (Dancer 2004), although work done by Rayner 2003 confirmed that MRSA has been isolated on patient equipment. The term risk factors, which are often used in relation to MRSA, apply to the strength of association between the organism and the odds of going onto develop an infection. The factors responsible for increasing resistance are complex and varied as are the potential strategies for overcoming the problem. Inappropriate prescribing and overuse of antimicrobials by clinicians may be driven by lack of understanding of the problem and inadequate surveillance for resistance. Poor prescribing and increasing resistance however not the only issue in the management of Staphylococcus aureus. This is where medical microbiologists are pivotal in the appropriate use of antimicrobials. They can provide clinicians with laboratory reports that contain a restricted nu mber of antimicrobial sensitivities, as well as advising on the correct method and appropriate specimen to obtain. This saves time and resources. Therefore the patient should receive the appropriate antimicrobial treatment at an earlier stage. However, it needs to be acknowledged that prescribers prefer and adhere more closely to policies that take an educational rather than a restrictive approach. Some view policies as rigorous and fixed and relate better to guidelines, that are seen as more flexible and acknowledge that some patients will fall outside of the recommendations (Binyon 2000). There are also legal aspects to consider, as it is more difficult to justify action taken outside a policy than a guideline. Ideally a guideline will limit antimicrobial prescribing to situations where there is a clear indication for their use and that they should be administered for the shortest effective duration. The drug of choice should be appropriate, narrowest in spectrum and correct in dose and duration (SIGN 2000). Prophylactic antimicrobials should be only given for the recommended period. Emmerson (2000) argued that perhaps a guidelines most important function is that of a vehicle for ensuring regular discussion amongst those concerned. A study by Harrison (1998) found that approximately 20% of all prescribed antimicrobials relate to hospitalised patients. Of this 20%, 20-50% was unnecessary. His study also revealed that 25-50% of all hospital admissions receive an antimicrobial at some point during their stay. The study also made the point that even if numerous bacteria are killed during a single course of antimicrobials, if one mutant microbe remains in that patient; the possibility exists for the rapid establishment of a resistant population. Current problems within the National Health Service exacerbate the issue. These problems include hot bedding, overcrowding of wards, understaffing, inadequate cleaning, poor laundry services, patient relocatio n and poor isolation facilities. Dancer and Gemmill (2003) argue that erosion of hygiene standards emanated from the ready provision of antimicrobials. Numerous guidelines have been written in order to attempt to control these problems. However sometimes what is good in theory is not so good in practice and there may be various explanations for this failure. Regardless of how sound the principles are, there may be insufficient resources to implement them. A prime example here is lack of isolation facilities in hospitals (Cooper 1999). There is a wide variance in which resistance is handled in different hospitals. Some hospitals isolate and treat the patient regardless as to whether or not the patient is colonised or infected. Therefore risk assessment in conjunction with the infection control team on a case-to-case basis is vital when resources are scarce. Presently Vancomycin and Teicoplanin are used to treat MRSA infections. The majority of patients are colonised and are asy mptomatic. They carry MRSA on skin or in the naso-pharynx. Patients who are found to be colonised in hospital settings are actively treated or decolonised. This is done by prescribing five days of a body wash used either in the bath or shower. The wash is also used to cleanse the hair. The wash includes chlorhexidine gluconate and is effective but known to dry out the skin with prolonged use. In conjunction with the body wash the patient is also prescribed a nasal cream which is applied 3 times a day for 5 days to both nares. The cream usually used is Bactroban which contains Mupirocin. For MRSA cases displaying intermediate or total resistance to Mupirocin, the cream of choice is Naseptin (BNF 2015). Discussion Antibiotic resistance may lead to routine infections being fatal. Antibiotics are losing their effectiveness at a rate that is both alarming and irreversible. The media talks of a post antibiotic era or antibiotic Armageddon. So what of the future? Researchers are developing a vaccine. In order to achieve herd immunity, 85% of the population would require to be vaccinated and the vaccine would also have to provide protection against all the strains to which someone is likely to be exposed. However, limited vaccination of at risk groups may be possible (Farr 2004). Work is also ongoing in regard to lysostaphin, which is an enzyme that causes the cell wall in Staphylococcus aureus to rupture. It was first described 40 years ago. As it is specific to Staphylococcus aureus, it would not interfere with normal commensal flora. It could be used to reduce nasal carriage and subsequently reduce infection rates. Early clinical trials have been positive. Assuming all the issues above we re overcome, resistance still would not disappear. Thus there remains a need to continue with research into how and why bacterial mutations occur and into the development of new innovative drugs, vaccines and diagnostics. More resources need to be channelled into education of health care professionals, allied with effective infection control measures. Every healthcare worker has a duty of care to comply with infection control policies. As long as infection control procedures are adhered to, hygiene improves and antibiotics are used prudently, there is the prospect of bringing MRSA under control in the hospital setting. However, we have to be aware that emphasising the importance of MRSA colonisation via policies and guidelines may result in accidental neglect of the factors that cause infection. As MRSA will continue to spread in the wider community, via both humans and animals, some of the strains spread may be highly toxic and with an ageing population and increasing numbers of immuno-compromised patients, the danger will only increase. As more advances are made in medicine, these vulnerable populations will also increase. Those at most risk are those in long-term care homes, of which there is an ever-increasing number. While cross infection routes are relatively easily defined in a hospital setting, the situation in the community is not and because care homes are major feeders when it comes to hospital admissions, the impact on the crisis stricken NHS will continue. Therefore MRSA screening was welcomed when introduced in 2013 across the UK following a nationwide study of the efficacy of screening patients on admission to hospital (HPS 2009). The aim of screening patients for MRSA is to identify patients that are colonised or infected with the organism. These patients can then be managed appropriately to reduce the risk of self-infection and of transmitting the organism to other patients. As for MRSA rates being indicators of quality healthcare, they should be considered as tools that prompt further inquiry, rather than permitting judgements on quality of care. Conclusion MRSA has the capability to cause misery, morbidity and even fatalities under certain circumstances. The body is an incredibly complex machine; scientists are making striking advances in elucidating the precise molecular basis for the interaction between adherence surface structures of an organism and corresponding specific surface receptors on a host cell. Much more has still to be learned and microbiology will continue to play a huge part in research in order to understand the mechanisms of pathogenicity and the development of antibiotic resistance. This is essential for future treatment and prevention of infections allowing humans and micro-organisms to continue to co-exist. Prevention and control of healthcare acquired infection demands the continual development of intervention strategies aimed at curtailing further antimicrobial resistance and reducing the spread of existing infection. Success however will only be achieved with a multi disciplinary approach at individual and organisational level. Infection prevention has to become an integral part of everyday healthcare practice (Fairclough 2006). Bibliography Binyon D. (2000) Restrictive antibiotic policies à ¢Ã¢â€š ¬Ã¢â‚¬Å" how effective are they? Hospital Pharmacist, Vol. 7(7), pp183-187. British National Formulary (BNF) 69 (March 2015) Joint Formulary Committee. BMJ Publishing Group Ltd. And Royal Pharmaceutical Society. Bush K. (2004) Antibacterial drug discovery in the 21st century. Clinical Microbiology and Infection, Vol. 10 (Supplement 4), pp 10-17. Cooper B. S., Medley G. F. and Scott G. M. (1999) Preliminary analysis of the transmission dynamics of nosocomial infections: stochastic and management effects. Journal of Hospital Infection, Vol.43, pp131-147. Dancer S. J. (2003) Glycopeptide resistance in Staphylococcus aureus. Journal of Antimicrobial Chemotherapy. Dancer S. J. (2004) How do we assess hospital cleaning? A proposal for microbiological standards for surface hygiene in hospitals. Journal of Hospital Infection, Vol. 56, pp 10-15. Dancer S. J. and Gemmell C. G. (2003) Control of MRSA à ¢Ã¢â€š ¬Ã¢â‚¬ Å" Can Scotland Win? In SCIEH Weekly Report 2003; 37(01). Emmerson A. M. (2000) Control of the spread of resistance. Chp. 14 in Greenwood D. (ed)(2000) Antimicrobial Chemotherapy, 4th edition, Oxford University Press. Evans A. and Brachman P. (1998) Bacterial Infections of Humans: Epidemiology and Control. Rd Edition, Plenum Medical Book Company, New York. Fairclough S. J. (2006) Why tackling MRSA needs a comprehensive approach. British Journal of Nursing, Vol. 15(2), pp 72-75 Farr B. M. (2004) Prevention and control of methicillin-resistant Staphylococcus aureus infections. Current Opinion in Infectious Diseases, Vol. 17, pp 317-322. Fedtke I.,Gotz F., and Peschel A. (2004) Bacterial evasion of innate host defences à ¢Ã¢â€š ¬Ã¢â‚¬Å" the Staphylococcus aureus lesson. International Journal of Medical Microbiology, Vol. 294, pp 189-194. Greenwood D. (2000) Antimicrobial Chemotherapy, 4th edition, Oxford University Press. Harrison P. f. and Lederburg J. (eds) (199 8) Antimicrobial resistance: issues and options. Washington DC: National Academy Press. Health Protection Scotland on behalf of Pathfinder Health Boards (Dec. 2009) Final Report Volume 1: An investigation of the clinical effectiveness of MRSA screening. Glasgow: Health Protection Scotland. Rayner D (2003) MRSA: an infection control overview. Nursing Standard, Vol. 17(45), pp 47-53. Roghmann M., Taylor K.L., Gupte A., Zhan M., Johnson J. A., Cross A., Edelman R. and Fattom A.I. (2005) Epidemiology of capsular and surface polysaccharide in Staphylococcus aureus infections complicated by bacteraemia. Journal of Hospital Infection, Vol. 59, pp 27-32. Scottish Intercollegiate Guidelines Network (2000) Antibiotic Prophylaxis in Surgery. SIGN Publication No. 45, July. www.sign.ac.uk

How Children Succeed Grit, Curiosity, And The Hidden...

What is the key to children s success? Paul Tough, author of How Children Succeed: Grit, Curiosity, and the Hidden Power of character, with Andre Perry, author of Why Mentors need to Stop Trying to Fix Black and Brown Students, and Black and Brown Boys Don t Need to Learn Grit, They Need School to Stop Being Racist and Eric Liu, author of What American Should Know: Defining Common Cultural Literacy for an Increasingly Diverse Nation, these three author claims they have the solution for a child s success their strategies is the best way for a child to thrive in life. These authors have one goal in mind and that s to help expand child education; however, they all have a different view on how to achieve that road. Even Tough, in†¦show more content†¦Metacognition is the driving force for Children to succeed by encouraging cognition self-reflection also known as effective discipline techniques. The result in cognition self-reflection helps children understand their mistake also learn from their mistake by keeping their emotion in check. Tough empathizes, You go over the mistake you made –or the mistakes you keep making – and get to the bottom of why you made them.(115). This idea is significant because children can look over what they did wrong continuously furthermore by analyzing the situation of what went wrong until they figuring out what they did wrong, therefore, to avoid that same mistake yet again. Tough illustrate take responsibility for their mistakes and learn from them without obsessing over them or beating themselves up for them.(115). The point is children overcome from their mistake moreover learn from it without being upset or giving themselves a difficult time for doing the wrong fixation. Children who can look deeply at their own mistake and reflect on that mistake by analyzing what they could have done differently to avoid making the same mistake. Self-reflection is the motivating force of metacognition. In addition, metacognition allow children to succeed by developing cognitive self-control. Self-control empowers children it helps them maintain their emotion through sheer power. In chapter 3, Tough introduce Jonathan Rowan, author of The Seven Deadly ChessShow MoreRelatedDeveloping Management Skills404131 Words   |  1617 PagesHuman Resources, Strategy, and Organizational Behavior that helps you actively study and prepare material for class. Chapter-by-chapter activities, including built-in pretests and posttests, focus on what you need to learn and to review in order to succeed. Visit www.mymanagementlab.com to learn more. DEVELOPING MANAGEMENT SKILLS EIGHTH EDITION David A. Whetten BRIGHAM YOUNG UNIVERSITY Kim S. Cameron UNIVERSITY OF MICHIGAN Prentice Hall Boston Columbus Indianapolis New York San Francisco

Essay on Kurt Vonnegut’s novels Cat’s Cradle and...

An Existence based on Forma (harmless untruths) â€Å"No wonder kids grow up crazy. A cat’s Cradle is nothing but a band of X’s between someone’s hands and little kid’s look and look at all those X’s†¦ No damn cat and no damn cradle,† Vonnegut writes is his appropriately titled book Cat’s Cradle. A cat’s cradle is a string trick we all grew up learning and seeing, and it is just as Vonnegut described, nothing. Everyday we experience things like a cat’s cradle; we experience insignificant objects, feelings, or idols that we base our life on. We base and change our lives off of things with no real significance. 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The Marketing Strategies of Hedonist Wines

Question: Discuss about the Marketing Strategies of Hedonist Wines. Answer: External Environmental Analysis of the Market: The external environment of the market consists of several factors that provide a direct impact on the company is marketing strategy. In this report, the researcher has chosen the organization Hedonist Wines and discusses all the external factors that will be taken into consideration while entering into the market of China. The external environmental factors are as follows: Economic Factors: China is one of the emerging wine markets in the world. The consumption of wine is 30% from imported wines. The wine consumption in China has increased from (248.9 mhl to 966.8 mhl) in the last few decades. The current consumption of per capita of china is 1.12 Liters in 2012. The imported wines accounts for over 26% increase in volume sales. Moreover, China is rapidly increasing their rate of foreign wine consumption and creating an appealing market for overseas wine businesses (Hao et al. 2016). The market is developing so it is very much flexible for Hedonist Wines to enter the market and expand their business operations. Cultural Social Factors: Chinese consumers are usually wine lovers as they feel that consumption of wine is healthy and has superior possessions on cardiovascular and blood systems. The Chinese consumers beliefs that red wine drinkers are generally modern and sophisticated persons. Being one of the certified biodynamic wine firms in the world, Hedonist Wines will gain a competitive advantage while entering into the Chinese Wine Market and the productivity of the business will increase in the long run (Zheng and Wang 2016). As the Chinese consumers are fond of red wines the Hedonist Wine organization can simply attract the customers by their Sangiovese Rose product. Moreover, by doing this Hedonist Wines will be meet Chinese consumer expectation and deliver product as per their preferences (Iannone et al. 2016). Technological Factors: There is a huge lack of experience in technology and sound infrastructure in Chinese Wine Market industries. There is also a lack of wine culture and heritage. Technologically the market is poor and the there is a huge gap in the dominance of an international brand in the market (Hao et al. 2016). Therefore, there is a good potential for Hedonist Wines to enter the Chinese Wine Market, as there is a huge platform for growth and expansion. The Hedonist Wine is a more technologically advanced organization than most of the domestic wine companies in China (Hussaien, Siemon and Sayeed 2015). The product offerings and tastes are unique and it will provide greater customer satisfaction than they are getting now from the domestic consumptions. Political Factors: The Chinese wine industry base is weak and it is on its early phase of industrialization. The government has encouraged the consumers of China to consume more grape wine in order to conserve stocks of rice for the production of food (Cohen, Corsi and Lockshin 2015). This encouragement leads to a consumption of 585 liters of grape wine during the year 1999 to 2004. Since the implementation of China in WTO (World Trade Organization), tariffs and taxes on imported wines have been lowered by the government, which provides external organizations to progress with their business successfully in China (Flint, Signori and Golicic 2016). The import duty on bottle wines is been reduced from 44% to 15% and from bulk wine from 42% to 20% to facilitate growth in Chinese Wine Industry (Hussaien, Siemon and Sayeed 2015). Moreover, a China Australia Free Trade Agreement (CHAFTA) provides lowering in existing tariffs during sales of wines. All this factors indicates that Hedonist Wines have better chances to expand their business in Chinese market, as the market needs an International Brand. Moreover, there is a huge support from the local government towards foreign companies and the tariffs rate and taxes are also low than other countries so it is beneficial to expand their wine industry in China (Gluckman. 2013). Competitive Environment: The Wine market in China is basically an extremely concentrated market. The competition prevailing in the Chinese market consists of ChangYu (16%), Dynasty (6%) and Great Wall (17%) with a sales volume of 39% in the Chinese wine market. The domestic wine brands are significantly performing weak in the Chinese market due to the presence of increased imported wines. Competition in Chinese wine industry is fierce in nature but there is also potential of opening for foreign wine producer in the country (Tang, Tchetchik and Cohen 2015). The consumers are more likely to buy from a brand with good reputation. To establish a brand within China it is necessary for Hedonist Wines to have good brand recognition strategy. As most of the consumers in China, get necessary information about imported wines by accessing through online websites. Therefore, it is mandatory for Hedonist Wines to promote the brand online and take proper initiative in co-operation with homely soci al networks and domestic retailers. The government policies and regulations also boost the interior regions of Chinese wine market that enables china to become a fascinating market for consumption of wines (Mora. 2016). Educational Factors: The Chinese wine consumers are not so much aware of the wine culture that exists in the world. The consumers have very limited knowledge about the consumption of wine. The government needs to take proper mechanism to educate their customers in term of consumption of wines that will increase the rate of wine consumption. Hedonist Wines can take effective initiatives in rising brand awareness among Chinese consumers by promoting campaigns about the benefit of drinking wines and educate the consumers; this will help them to increase their brand goodwill and efficiency in expanding their business in Chinese Market (Gluckman. 2013). International Marketing Mix Strategy: The marketing mix strategy includes (product, price, place and promotion) strategies that an organization must consider before entering into a market place. The marketing mix strategies are as follows: Product: There are different level of wine consumers in China with different taste and preferences of wines. Most of the Chinese people are fond of red wines as they feel it is very essential in controlling the blood system. Therefore, it is necessary for Hedonist Wines to promote red wines more in the Chinese market and then make relevant positioning based on the target market segment (Palma et al. 2016). The product offering of Hedonist Wines should be unique and provide a deep sense of satisfaction within Chinese consumers. The Chinese market consists of huge consumer potential and it is to be considered as one of the largest markets of imported wines. There is an existence of dominance of French Wines in China, therefore being an Australian Brand Hedonist Wines should do proper research and analysis in their product line before entering the Chinese market. A proper market research will provide Hedonist Wines to understand the prevailing preferences of Chinese consumers and then t ake proper implementation to create wines as per the choice of Chinese consumers, which will attract Chinese consumers more towards their brand (Palma et al. 2016). After the dominance of French wines the Australian wines sector is also, emerging in china so there is already a strong recognition of the products Australian companies provide in China (Smith. 2013). Therefore, Hedonist Wines just have to distinguish their product from its competitors in terms of flavour, texture and complexity according to the preferences of Chinese consumers to establish their brand successfully (Cohen, Corsi and Lockshin 2015). Price: The pricing strategies should take into consideration the habits, expectations and perceptions of Chinese consumers. Pricing decision must address the recent market trends and the consumers should able to gain higher value for money as compared to other competitive brands. Price is one of those factors of the marketing mix that indicates quality to the consumers. Hedonist Wines must use market penetration pricing strategies while entering into Chinese market as there are already is a dominance of French Wine brands thus implementing penetration pricing Hedonist Wines will gain a competitive advantage over the existing competitors (Williamson et al. 2016). Chinese consumers prefer sweetened red wines to other alternatives, and the red wine segment is also cheaper as comapred to other wines so Hedonist Wines primary focus is to provide a cheaper wine with unique characteristics to keep the Chinese consumer satisfied (Velikova, Murova and Dodd 2013). The pricing strategies of Chi nese wines are high, so by introducing cheaper wines Hedonist wines will be able to gather potential consumers in Chinese Wine Market. International pricing strategies is based on all the external factors, which, includes tariffs, regulations and customs (Hussaien, Siemon and Sayeed 2015). The presence of China Australia Free Trade Agreement provides enough opportunities for Hedonist Wine in providing good pricing strategies with compromising the quality of the wines. This agreement also initiates more foreign organization from Australia to expand their wine business in China as the government of China has lowered their taxes and regulations and increased the growth of wine industry segment of China (Smith. 2013). Place: To build a strong brand it is necessary to implement right people at the right time with the right product in the right place (Rowley. 2014). Place is all about identifying the market segment and creating proper distribution channel accordingly. In the Chinese Wine Industries the distribution channels consists of off trade channels such as supermarkets, alcohol stores, wine cellars and convenience departmental stores that plays a vital role in the Chinese market (Szolnoki, Thach and Kolb 2016). Moreover, with the online trend of wine distribution the Chinese consumer will get more transparent and affordable view of the prices of the wines (Velikova, Murova and Dodd 2013). Hedonist Wines can promote their brand of wines through their websites with initiating proper discounts and offers to the Chinese consumer and creating brand recognition among them. Most of the sophisticated Chinese consumers trends to purchase wine via online channels that creates a value for money among them. The major online platforms of Chinese wine market are WeChat and Weibo that provides wine education and sales among the consumers. Due to the large population base in China, different consumers have different taste and preferences, the consumers of north china are much fonder of higher alcohol content the consumers prefer wines while in south china lighter wines. The consumers those who are living in coastal areas prefer white wines with stylish bottle shapes and designs. All this characteristic of the population are need to be addressed carefully by the Hedonist Wines before entering into the wine market of china. (Rowley. 2014). Promotion: Promotion is all about creating awareness of the brand in the eyes of the customer. The Chinese wine industries do not provide enough advertising due to their limited finances. Therefore, Hedonist Wines has an opportunity to create successful promotional campaigns to attract potential customer. Marketing activities in china is quite expensive; therefore, Hedonist Wines should avoid promotional tools like television and advertisements in magazines rather they can invest on advertising on local and regional articles. Promotional strategies also include a press relation that creates advertisements in web magazines and newspapers (Velikova, Murova and Dodd 2013). Recommendations: Hedonist Wines can also implement marketing opportunity to advertise their products in restaurants, as Chinese people are often visit restaurants and they can meet the product and taste the wine respectively. Promotional activities in Chinese wine markets also include Trade Events that are related to making consumers aware of the significance importance of consumption of Wines (Cohen, Corsi and Lockshin 2015). There are various promotional methods to gather consumers but in the case of Chinese consumers, it is preferable to advertise on social media and provide awareness about the Hedonist Wines in social networking platforms, as most of the Chinese consumers prefer to buy wines through online purchase (Muhammad et al. 2014). References: Cohen, J., Corsi, A.M. and Lockshin, L., 2015. China: A'show system'approach for better marketing of Australian wine in China.Wine Viticulture Journal,30(4), p.62. Flint, D.J., Signori, P. and Golicic, S.L., 2016. A Global Overview of Wine. InContemporary Wine Marketing and Supply Chain Management(pp. 1-14). Palgrave Macmillan US. Gluckman, R.L., 2013. A consumer approach to branded wines.International Journal of Wine Marketing. 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