Larval Cyathostomes in Horse: Case Study Report

Larval Cyathostomes in Horse: Case Study Report A two-year-old Dutch Warmblood gelding presented with extreme weight loss and diarrhoea in December. The horse had been at pasture with seven others for the last three months with daily supplementary hay. The horse was rugged and had not been closely examined for six weeks however had been observed eating on a daily basis. On the day of admission to the hospital the horse had been seen standing alone, in-appetent with severe diarrhoea. On arrival to the hospital the horse was quiet, alert and responsive, body condition score 1/9 (284kg bwt). There was faecal staining down the hindquarters and tail. The heart rate and respiratory rate were elevated (76 beats per minute and 20 breaths per minute). Mucus membranes were pink and moist with a capillary refill time of 2seconds. Gastrointestinal sounds were increased. Skin tent was extremely prolonged, indicating significant dehydration. Abdominal ultrasound revealed a fluid filled colon and caecum with good SI motility and no evidence of bowl thickening. Although no abnormalities were detected per rectum, upon completion of the examination a large number of cyathostome larvae were visible on the rectal sleeve. Faecal analysis was negative for strongyle eggs. The significant clinicopathological abnormalities are presented below: Fibrinogen 6.3g/L (1.8-3.7g/L) Serum Amyloid A (SAA) 180mg/L ( Haematocrit (HCT) 45.1% (24-44%) Albumin 15g/L (31-38g/L) Blood lactate 3.1mmol/L (0.2-0.7mmol/L) Problem list Acute weight loss Poor body condition Diarrhoea Dehydration Differential diagnosis for diarrhoea Infectious: Samonellosis, Clostridium perfringens, Clostridia difficile, Lawsonia intracellularis, Parasitic: Strongylosis, larval cyathostomiasis Toxic: NSAID Miscellaneous: carbohydrate overload, sand enteropathy Due to the horse’s age, number of horses at pasture and poor worming history the most likely diagnosis was a larval cyathostomosis. Although the faecal worm egg count was negative this does not take into account the encysted burden of worms and therefore cannot rule out infection. The presence of red worm larvae on the rectal sleeve following rectal examination indicates the presence of larvae. An intravenous catheter was placed and maintainance fluids were administered to rectify the dehydration. 4L of plasma (Hypermune, Veterinary Immunogenics) was also given to provide anti-endotoxic and colloidal support. Dexamethasone (Dexadresson, Intervet) 0.05mg/kg IV every other day was administered initially. The horse was also started on fenbendazole (FBZ) (Panacur Guard) 7.5mg/kg SID for 5days. Additional supportive therapy included free access to palatable feed and fresh water. The following day, the horse was quiet with a moderate appetitite. Faeces became more watery so treatment with di-tri-octahedral smectite (Biosponge, Platinum Performance)1g/kg q6hrs per nasogastric tube and codeine phosphate (Codeine Phosphate, Crescent Pharma) 1mg/kg PO TID was started and adjusted daily according to faecal consistency. On day 3 the horse appeared slightly colicky and appetite reduced. Treatment with a single dose of flunixin meglumine (Finadyne, MSD Animal Health) 1.1mg/kg improved signs of abdominal pain. The following day the horse was brighter and appetite improved. The intravenous fluids were discontinued. At this point dexamethasone was replaced by oral prednisolone (Equisolon, Boerhinger Ingleheim) 1mg/kg PO SID. The diarrhoea improved over the following two days and on day 6 the codeine and biosponge were also discontinued. On day 7 of hospitalisation the horse was given moxidectin (MOX) (Equest, Pfizer) 0.4mg/kg to treat any parasites resistant to the fenbendazole therapy. A further blood sample on day 10 revealed improvement in HCT, fibrinogen and SAA. The albumin remained low at 15g/L but considering the horse’s dehydration on admission, this was slightly improved and would be expected to take weeks to return to a normal range. The horse was discharged. At this point the horse had a good appetite, was very bright and was passing normal droppings. Weight had increased from 284kg on admission to 305kg. Discussion Strongylid round worm, subfamily Cyathostominae, and infestation may affect up to 100% of pastured animals (Tolliver et al, 1987, Lyons et al, 1999, Lind et al, 2003). In adult horses, the disease is usually asymptomatic or observed in sub-clinical forms however in horses, which have not been treated, treated infrequently or are on heavily grazed pasture can reach hundreds of thousands (Chapman et al, 2003, Gasser et al, 2004). The most common clinical manifestation of cyathosome infection is associated with acute larval cyathostomosis (Murphy et al, 1997). The poor worming history, minimal pasture management and heavily grazed pasture in this case indicated that this was likely. As with this case larval cyathostomosis is usually diagnosed in horses of 1-3years of age and is most commonly associated with severe weight loss, weakness, acute or chronic diarrhoea, subcutaneous oedema, pyrexia and colic (Lyons et al, 2000). In the UK age ( The blood results in this case alongside the diarrhoea and weight loss indicated a protein losing enteropathy. A decrease in total protein levels, particularly albumin, and neutrophilia are common presentations of horses infested with cyathostomes (Steinbach et al, 2006). The synchronous reactivation of the encysted larvae (EL3) into the gut lumen can cause extensive bowl inflammation which can not only result in enteral protein loss and impaired nutrient absorption, but also entrance of bacterial toxins into the tissues (Abbot, 1998, Giles et al, 1985 and Reid et al, 1995). This can be fatal in up to 50% of cases (Love et al, 1999). The plasma administered in this case aimed to provide colloidal support due to the reduced albumin, and act as an anti-endotoxic agent (Tennant-Brown, 2011). The debilitated condition the horse was in in this case led to consideration of the most appropriate treatment. There is a concern over worsening of a horses condition following administration of anthelmintics, however there is a balance between this and a delay in treatment leaving sufficient time for recovery following anthelmintic treatment (Johns, 2014). Johns (2014) describes the potential for using fenbendazole in severely emaciated horses. The concern with determining treatment is that the mucosal stages constitute the major cyathostomin burden, which is not particularly susceptible to most anthemintics (Love and Mckeand 1997). Chemotherapeutic strategies are not always successful in severe cases however the main two drugs licensed treatments for encysted larvae are FBZ or MOX. The initial treatment used in this case was Fenbendazole 7.5mg/kg bwt administered daily for 5 consecutive days. It has been shown to provide >95% efficacy vs. total mucosal larvae, including >91% efficacy against inhibited EL3 (Duncan et al, 1998). A single dose of moxidectin 0.4 mg/kg bwt was administered on day 7. This has been shown to have a persistent effect and be effective against all life cycle stages, including 90.8% efficacy against EL3 (Reinemyer et al, 2003). There have been limited reports of resistance and as such is recommended for the treatment of larval cyathostominosis (Reinemyer et al, 2003 and Molento et al, 2008). The reason for this follow treatment with moxidectin is due to the world wide prevalence of FBZ resistance, and even 5day courses at 7.5 or 10mg/kg bwt cannot overcome this resistance (Tarigo-Martinie et al, 2001). Although there is little research to support it, clinicians often choose to treat larval cyathostomes with a 5day course of fenbendazole followed by moxidectin. Reasoning behind this maybe due to FBZ killing larvae at a slower rate and therefore avoids a severe anaphylactic reaction associated with larval death. Also due to the resistance seen with fenbendazole, it leads to a ‘belt and braces’ approach to remove the encysted parasites. A concern with moxidectin is the risk of toxicity in severely-debilitated horses. Because of its highly lipophilic nature, moxidectin can become highly concentrated in the serum of animals with little body fat, such as this case, which increases the risk of neurotoxicity as it able to cross the blood-brain barrier, which is described in the literature (Johnson et al, 1999 and Muller et al, 2003). In many reported cases clinical signs have been evident following treatment of affected horses, a syndrome thought to be due to the inflammatory reaction associated with parasite death. A study performed by Steinbach et al, (2006) found a five-day course of fenbendazole caused extensive inflammation and ulceration of the intestinal wall associated with parasite death. However moxidectin treatment led to disintegration of larvae without the severe inflammatory response which supports the use of the latter drug in treatment of clinical cases, and questions the treatment protocol used in this case (Steinbach et al, 2006). Anthelmintic treatment is often administered alongside steroid therapy, which is important if heavy larval loads are suspected as with this case. The inflammatory reaction created by parasite death is often managed with corticosteroid treatment. Often treatment is started prior to larvicidal medication particularly if heavy larval loads are suspected. This aims to prevent acute exacerbation of the disease by rapid death of encysted larvae (Church et al, 1986). Church et al (1986) found that the administration of steroids alongside the anthelmintics lead to a synergistic drug effect. The corticosteroid lessens the immune mechanisms contributing to larval arrestment allowing the mucosal larvae to resume maturation and therefore more susceptible to the action of anthelmintics (Church et al, 1986). Although there has been no further evidence for its use, in clinical practice there appears to be a therapeutic advantage with cyathostomosis cases in giving oral corticosteroid concurrently w ith anthelmintics (Love and McKeand, 1997). As this was a concern in this case corticosteroid treatment was used alongside anthelmintic therapy. Codeine Phosphate although not licensed in horses, was used in this case to provide symptomatic relief of diarrhoea. It works by reducing gastrointestinal secretions and delaying intestinal transit. There was improvement seen in faecal consistency after 48hours and the dose was altered accordingly (Murphy et al, 1997). Studies are currently underway to develop a diagnostic assay to allow the detection and quantification of mucosal cyathostomes to allow for targeted treatment (Proudman and Matthews, 2000). FEC underestimate the true parasite burden when larval populations predominate and luminal adult burdens are low (Dowdall et al, 2002). This was seen in this case where the FEC was negative however the clinical signs and presence of larval on the rectal sleeve all suggested larval cyathstomiasis. The successful outcome in this case supported the treatment protocol used. However after consideration of the literature it would be prudent to question whether moxidectin alongside corticosteroid therapy would provide less intestinal inflammation, reducing the severity of clinical signs alongside ensuring the death of the encysted parasites.

History of fashion in 1920s

History Of Fashion In The Twenties How the women and fashion changed? In sass fashion history, the initial break with the traditional styles stemmed from the inspiration drawn from the Aesthetic and Rational Dress Reform Movements of the late 19th century. Exciting theatrical costume designs which broke the rules also paved the way for more relaxed dressing. This was all fast forwarded during the war years and led to the major changes in construction of clothes and undergarments for the remainder of the century. Prohibition, the proliferation of Jazz, and the development of mass media were the hallmarks of the sass.Youth was at a premium because so many young people were killed during the war. As a result, teenagers had a new freedom that they used to usher in the Afro-influenced Jazz age. Clara Bow, Louise Brooks, Rudolf Valentine, and Josephine Baker were popular stars of the time, personifying many of the modern ideals. For women, face, figure, coiffure, posture and grooming becam e important fashion factors in addition to clothing. In particular, cosmetics became a major industry. Glamour was now an important fashion trend, due to the influence of the motion picture industry and the famous female movie stars.The sass saw the emergence of three major women's fashion magazines: Vogue, The Queen, and Harpers Bazaar. Vogue was first published in 1892, but its up-to-date fashion information did not have a marked impact on women's desires for fashionable garments until the ass's. These magazines provided mass exposure for popular styles and fashions. During the early sass, waistlines were at the waist, but were loose and not fitted. Women wore suits with long hemlines and somewhat full skirts, often with belts at the waist of the Jackets.Dress and suit bodices alike were worn loose, even baggy. By 923, waistlines began to drop to a point between the natural waist and hips, while styles continued to be loose and baggy. In 1924 the waistline dropped to the hip. In 1 925, â€Å"shift† type dresses with no waistline emerged. At the end of the decade, dresses were being worn with straight bodices and collars. Tucks at the bottom of the bodices were popular, as well as knife-pleated skirts with a hem approximately one inch below the knee. In 1928, styles changed again! Hemlines rose to the knee and dresses became more fitted.These changes laid the foundation for the elegantly styled fashions of the sass. Many garments of the sass fastened with buttons. The closer-fitting flapper- style dresses fastened with a continuous lap, usually applied to the left side seam of the garment. Hooks and eyes, buttons, or snaps were all utilized to fasten the lap. The zipper, first patented in 1893, was not utilized in garments until the latter part of the decade. It was originally known as a â€Å"locker†, and did not receive its current name until 1926. It was not widely used until the late sass.Cotton and wool were the abundant fabrics of the decad e. Silk was highly desired for its luxurious qualities, but the limited supply made it expensive. In 1891, â€Å"artificial silk† was first made from a solution of cellulose in France. After being patented in the United States, the first American plant began production of this new fabric in 1910. In 1924 this fiber became known as rayon. Rayon stockings became popular in the sass as a substitute for silk stockings. Rayon was also used in undergarments. Women, celebrating such liberties as the right to vote in , were now more daring than ever before.It was considered fun to smoke, visit speakeasies, wear makeup, swear, and otherwise shock conventional thinkers. In 1927 when short skirts were all the age; young women strove to show off their knees with increasing abandon. Many girls even rolled down their stockings and painted rouge on their knees in an effort to emulate a â€Å"naughty schoolgirl† look. The foot also became a focal point of fashion. Shoe styles were inf luenced by crazes like the Charleston, a dance that demented a securely fastened shoe with a low heel and closed toe.A single-bar pump with a pointed toe, high-wasted heel, and one tiny covered button was the most common style. High tongued, cutaway decorated, crossover, and t-straps were other popular elements. The curiosity for exotic arts and culture was fueled by the discovery of Egyptian King Tutankhamen tomb in 1922. Egyptian themes appeared in everything from furniture to clothing. Shoes also reflected this theme. Bright fabrics and brilliantly dyed leather – including metallic – were used to create some of the most exciting shoes ever seen.The heels were often works of art themselves. The late sass saw the adoption of two-toned spectators for men, perfect with the popular knickers. In the ass, men were still in a conservative mood. The wide trousers were still worn, sometimes as wide as 24 inches at the bottom! The knickers and ‘plus fours' were popular w ith sporty types, and were buckled 4†³ below the knee (hence the name ‘plus fours'). Light colors were favored in summer, but darker and animal fur was favored when the weather got cold.By now all the college boys were wearing the popular raccoon coat, and some of the women were too. The following are the events that affected fashion in sass and even today: Channel's pioneering Jersey sweater and pleated skirt. Ensembles are now accepted as easy wear. Debutante Daisy Fellows challenges convention wearing black when presented to the Queen at Bucking Palace instead of the traditional white. Ђ Dress Essentials magazine features scarves among accessories; color coordination becomes a conscious feature of the average woman's wardrobe. Ђ The Prince of Wales now orders all his trousers to be made with cuffs, and (unlike his father) wears suits in town. East European folk embroideries inspire the peasant look in women's Soviet Atelier of Fashion is formed. Wear. Bobbed ha ir becomes the rage. Tunisia takes off with â€Å"Tutankhamen† overzealous, Egyptian colors, scarab and lotus Jewelry, etc. The Textile Color Card Association of the United States is formed, n attempt to establish a standard system of colors identified by numbers. First feature on the â€Å"little black dress†. Ђ â€Å"Oxford bags† are worn by young graduates. The hemline is the shortest in history. US production of rayon viscose reaches 53 million pounds for the year. Vogue's More masculine elements enter female dress. The severely short â€Å"Eaton crop† haircut ousts bobbed hair. Jeanne Lanolin opens first boutique for men. Patent leather shoes are new. Nancy Canard, wearing African bangles to the elbows, is photographed by Man Ray. The press declares â€Å"fever chart† hemlines. Hat brims return to fashion. The first of Schizophrenia's tromped Leila sweaters are a resounding success. Ђ Men's Dress Reform Party is founded in Britain. A n ew femininity: hemlines are now longer for drawer, as well as evening. In Conclusion, Fashion was made available to a broader sector of the public as a result of modern retail policies and the idea that consumerism meant emancipation. Lighter garments of simpler cut and the electrification of the factories also made mass production possible. In many ways, the twenties established the themes and marketing policies that would be developed in the post-World War II period and that are so familiar to us today.

The Essay Samples Middle School Typed Stories

The Essay Samples Middle School Typed Stories Essay writing is normally practiced is schools. High are not particularly interested in poetry and you'll be hard pressed to find any fans. Writing an essay is an essential role in academe life. Students have to compose essays based on the teacher's instructions or their preferred style in writing. In general, higher school is a great deal bigger. In many schools, middle school teachers are accountable for only a number of the subjects their students learn, and see a number of different classes of students during the day. Normally, a middle school teacher ought to have a bachelor's degree in education. Teachers working in Independent schools do not need to be qualified. Choosing Essay Samples Middle School Typed Inside this section you'll find samples of essays belonging to several essay types and manners of formatting. There's several essays completed by them. An outline is extremely crucial for practically any research p aper because it's the blueprint for your paper. Attempt to spell out the differences between your sources and find strategies to boost your essay. Otherwise you might wind up saying prayers which don't exactly scream encouragement to the visitors. There are some who are frightened of admitting success as it was never an important component in their lifestyles. Whatever the case the pieces should be somewhat light and appropriate for a modern audience which might not take too kindly to Shakespeare in his entire glory. Teachers should function to reinforce proper rebellion and minimize inappropriate rebellion. What About Essay Samples Middle School Typed? You are able to read this research paper and find out how ideas flow logically based on an easy research paper outline. There are over a dozen varieties of essays, therefore it's easy to become confused. In case you have any questions or concerns, don't hesitate to speak to us. Therefore, pick a superior topic which you're curious about but avoid subjects which you already have a good deal of knowledge about Carry out preliminary reading about your research topic and get a minumum of one significant facet to explore in-depth Utilize primary and internet sources to collect credible info. Occasionally it isn't, like when you're in the center seat on a lengthy car ride. Not saying it's going to be the simplest thing on earth. At times, it's simple to earn a new friend. As fun as it might be to be a teenager it can also be rather challenging. It was a way for my students to find the issue visually, and a fine means to acquire some essential classroom participation (a thing that numerous students don't wish to do in math class). Teachers need to bear in mind that, to be able to create a positive classroom environment, they have to set the total mood and tone for the classroom. For instance, one teacher may be liable for teaching English while another may be at fault for teaching math. Get to unde rstand your students. In case the Allow button isn't appearing, make sure that you wait until loading the page is finished. Make sure your desk is set up in a manner that makes it easy and efficient that you find work done. So the absolute value cannot be negative. You've probably absorbed a great deal of new information all in a quick time. Here's What I Know About Essay Samples Middle School Typed Speak about your kid's middle school application choices and the way you want to rank them. For instance, if you are the sort of student that doesn't do well scholarly, you would opt for a level three class. While acknowledging that it's not ideal, it represents what may be the sole option left. Create an organized file on every one of your children. The War Against Essay Samples Middle School Typed It is possible to schedule a number of these extra admissions requirements in MySchools, our new on-line application system. When you surf our site for recommendations that might help you write your own essay, you will discover many helpful tips. If a student wanted to learn more about how a caterpillar goes through metamorphosis, then the student would only have to log on to the web and execute a search to discover the info. Things You Won't Like About Essay Samples Middle School Typed and Things You Will Your homework and the work that you do in class likely will receive more challenging, but that isn't necessarily a terrible thing. When it's later than normal, you may want to pack a snack. You are going to be seeing a good deal of each other this year! A teacher who's organized and who accomplishes some set goals in the very first week of school will be in a better place to move through the remainder of the year effortlessly. The more adventurous may opt to earn a maze or crossword puzzle. High school goes together that has many unique kinds of people and unique kinds of cliques too. It offers a numerous amount of clubs and sports.

Industrialization The Demographic Transition Model

Industrialization is the large-scale introduction of manufacturing, advanced technical enterprises, and other productive economic activity into an area, society, country, etc (Industrialization). A visual representation that demonstrates industrialization and its stages is the Demographic Transition Model. The Demographic Transition Model refers to the change of a country s birth rate and population growth due to the effects of industrialization. This model displays the transition of countries from high birth and death rates to low birth and death rates, and as well as a higher population as a result of an industrialized economy. In other words, it is suggested that industrialization benefits a country, in terms of population (Grover, Drew). There is, however, a downside to industrialization, in which such economies and their activities leads to industrial pollution. Industrial pollution is one of the leading causes of pollution worldwide, for example, in China, pollution has become to be a serious problem as a result of their rapid industrialization. In the United States, the Environmental Protective Agency estimates that up to 50% of the nation s pollution is caused by industry (What Is Industrial Pollution?) and it is because of this that it has come to the attention of many nations the need to find alternatives to decrease the amount of industrial pollution. As nations become more aware, policies and restrictions have been enacted to help the environment, butShow MoreRelatedThe Decline Of Fertility Rates1364 Words   |  6 Pagesto be seen in industrializing nations (Thompson, 1930). Joined by Notestein in 1953, this classical theory of demographic transition postulates that changes in social life from industrialization and urbanization would cause first a decline in mortality followed by a decline in fertility (Notestein, 1953; Mason, 1997). 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In each case, mortality begins to decline rapidly as the effect s of industrialization take hold, accompanied by a sharp increase in the birth rate, which remains high for a relatively long period of time. For example, in Northwestern Europe, the first region to undergo this transition, the birth rate did not begin to fall significantlyRead MoreEconomic Theories of population growth7492 Words   |  30 Pages2 Economic Theories of Population Growth In this section the demographic transition process observed in the previous section will be examined in terms of economic theories. 3.2.1 The Malthus model Thomas Robert Malthus Â…1766 ±1834† is known as a pioneer in the economic theory of population. His Principle of Population Â…[1798] 1926† was a re ¯ection of England s premiere entrance into the process of modern demographic transition. His population theory may be summarized as follows: as with

Relationship Between Depression And A Shadow - 1330 Words

He once told me that depression felt like a shadow. Everywhere he went, it was right there with him. The difference between depression and a shadow is that when the sun sinks below the horizon and the stars begin to appear, the shadow loses its fuel and leaves until dawn. With depression, night only made the shadow stronger. He described depression as a broken feeling; he had cracks within himself where sadness always seemed to settle. He had told me when I first met him that I would never understand the things that he was feeling. At the time, our circumstances had us deemed an â€Å"unconventional couple†. He was a few years older than me, a college boy, and I was just a teenager, working through high school and the many problems†¦show more content†¦He had five tattoos in total. My favourite was the bare tree that was sprawled across the entire side of his abdomen. I also had a fascination with the stain on his right collarbone. On top of those, he had one located on each arm and one just below his neck on his back. I loved his tattoos. I loved his scars. Its sad to think that in some circumstances happiness can be neither pursued or compromised by oneself. Its sad that the most wonderful people get stuck with the shittiest of circumstances. I knew that everyday was a struggle, and I knew that everyday he pushed harder and harder to free himself of the shackles of sadness. The pills that he took were not his only efforts to overcome this. He had weights on his shoulder that he removed including a girlfriend of two years that he loved but was not in love with, and a job that did not challenge him. He had told me that being with him made him calm, it made him momentarily forget the struggles. Being with him made me forget my struggles too. Every moment spent with him was an adventure that I don t think I’ll never recover from. 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Case Study of Firehouse Subs Samples for Students †MyAssignmenthelp.c

Question: Discuss about the Case Study of Firehouse Subs. Answer: Introduction Firehouse Subs, officially known as Firehouse of America LLC is a fast casual restaurant which started in Florida in 1994. The brainchild of two brothers, who were firefighters in Jacksonville, the restaurant chain has over time grown to cover more than 40 states in the United States, Puerto Rico, Canada and Mexico. Having first tried to go into franchising the following year, Firehouse Dubs finally decided to actively pursue franchising as an expansion strategy at the turn of the century. It has consequently been powered by this strategy to open more than 1000 stores in the aforementioned places in North America (Firehouse, 2017). Industry Firehouse operates in an industry which has been singled out for increasingly taking aware the market share traditionally associated with the closely related fast food restaurants. Fast casual has been able to do this in part due to the negative attitudes directed towards fast foods. These foods have been accused of being unhealthy by causing obesity and related ailments, especially due to their higher calorie count and affordability (Anderson et al, 2011). The Fast casual foods are seen as being more healthful, though they are not as cheap. The other factor that has led to increased success of fast casual business is their increase in sheer numbers of stores, meaning that their food is now more readily available than it was thirty years ago (Firehouse, 2017). Market conditions For two decades, the sector enjoyed double digit growth in terms of market share increase. The biggest among them is Panera Caf which was tenth in the fortune 500 list of the most valuable companies in the United States. Firehouse was 66th in a list where 12% of the 500 companies were from the fast casual segment of the market. It is also worth noting that the growth rate indicated above has started to stabilize, as the industry reaches its peak. As a result, companies such as Firehouse will need to adopt more aggressive marketing strategies to gain more market share. This will also be necessary to successfully hold off stiff competition from fast food chains, including McDonalds and others (Lichtenberg, 2012). Companies which have been unable to stay up with the competition have gone bust. It is therefore more important for even other companies which are currently in stable to try not only hold on to the market that has been gained mainly from fast food restaurants, but also from other types of food businesses. In the long run, the survival of companies such as Firehouse will be determined by the strategies they take now, and how well they understand the market they operate within (DiPietro et al, 2007). Customer segments Fast casual restaurants such as Firehouse serve a customer segment of those who are willing to spend slightly more to take a quality meal .The menus carry a minimum USD 10 tag, meaning that they are mostly out of reach regularly for the lower income segment of the market, more ably served by fast food chains. At the same time, fast casual restaurants have not been as versatile in delivery services, meaning that this segment of the market is beyond them as well. In fact, this could be one of the tactics as part of a grand strategy which could result in significant market gains (DiPietro et al, 2007). Demand conditions In the US, fast casual industry accounts for close to 10% of the overall food industry. While this may be considered a small percentage of what is a multibillion dollar industry, it is worth noting that the segment has grown by more than five times its original size since 1999. This means that, while it has been indicated above that its growth is easing off; it is still experiencing a great period of growth which is not replicated elsewhere in the market, least not fast food restaurants. Some of these are actually having their own woes based on the success of fast casual foods. The situation is true of Firehouse, which together with others have been blamed for the woes bedeviling erstwhile giants such as Subway and others (DiPietro et al, 2007). Competitors Within the market, Firehouse is one of the biggest establishments, but not the biggest. This honor is held by Panera Caf. Other major players in the industry include Pizza Ranch, Pie Five, Noodles Company, among others. Some of these companies are major corporations in the world, establishing a presence in North America, Europe and Asia. The competition has for a long time not been vicious because of the exponential growth of the industry as a whole. However, this is likely to change as rivals jostle for a dwindling number of customers. Besides these competitors, fast food chains offer a different sort of challenge to establishments such as Firehouse. They have more money, and are better placed to run massive marketing campaigns which may alter market dynamics. At the same time, they offer cheaper substitutes, which may be more appealing to lower income people. They are not completely immune from the unhealthy tag that has been attached to fast foods, meaning that they may ultimately feel the negative effects of this (Anderson et al, 2011). Description of business products and services The firehouse has been able to establish its own market niche. It serves various foods including beverages, both cold and hot, special sub premium meats, platters, specialty salads and a special menu for children. The foods and beverages are prepared in a way which is unique to Firehouse and therefore responsible for generating a dedicated following of customers. Based on this, it has been able to charge premium prices as opposed to other companies. At the same time, Firehouse offers services, including catering and has undertaken steps to start a delivery service within the city limits of the urban centers it serves. Swot analysis Strengths Firehouse has one of the most recognizable fast casual brands in the US and other North American Countries. This is a strong asset as the company is geared mainly towards franchising and attracting investors to avail more funds for marketing and expansion. The company has a unique recipe which as implied before, has helped it amass a dedicated army of clients. It has a wide presence in more than 800 locations around the North American continent. It has a nutritional menu which attracts health conscious people, in part of a trend that is fast gaining popularity in the Western world (Kruger et al, 2008). Weaknesses Bedsides the three countries of the US, Canada and Mexico, the brand is virtually unknown elsewhere. This places it at a disadvantage when compared to other brands which are truly global, and are in sometimes direct competition with firehouse. There are limited customer focused programs available, when compared to the competition. This means that the company is less responsive to market trends and customer ants, something which may in future leave it at a disadvantage. Opportunities A more customer focused strategy would work to attract and retain more customers. Such tactics may include gift cards, happy hours and loyalty points, among others. By adding more variety to the existing menu, the company may attract more customers to its chain of restaurants. Additionally, the stores adoption of desserts into the menu would lead to a strong pull on customers, especially in instances where the same is not offered by other fast casual or fast food restaurants (Lichtenberg, 2012). Threats There are well-established fast casual restaurants which may actively try to take away the market share that the company has amassed so far. At the same time, people are more health conscious. They may move away from fast casual foods the same way they have moved away from fast foods. This will mean a loss of market share for Firehouse Sub among other similar establishments. There are more competitors in the market. Given that the industry is no longer growing as fast as it was before, this means that the company is now faced with more competition than before (DiPietro et al, 2007). Summary Firehouse Subs have been able to take advantage of one of the most lucrative segments of American food industry. However, this advantage may no longer offer the same amount of returns that has made it so attractive. To survive in the long-term, the company needs to adopt a more customer-centric strategy. At the same time, it needs to come up with a more solid marketing strategy which will safeguard and increase its market share against well moneyed and bigger brands than it. References Anderson, B., Lyon-Callo, S., Fussman, C., Imes, G., Rafferty, A. P. (2011). Fast-Food Consumption and Obesity among Michigan Adults. Preventing Chronic Disease, 8(4), A71. DiPietro, R., Murphy, K., Rivera, M., Muller, C. (2007). Multi?unit management key success factors in the casual dining restaurant industry: A case study. International Journal of Contemporary Hospitality Management, 19(7), 524-536, https://doi.org/10.1108/09596110710818275. Firehouse. (2017). Homepage. retrieved from https://www.firehousesubs.com/, accessed on 29/08/2017. Kruger, J., Michels Blanck, H., Gillespie, C. (2008). Dietary Practices, Dining Out Behavior, and Physical Activity Correlates of Weight Loss Maintenance. Preventing Chronic Disease, 5(1), A11. Lichtenberg, A. (2012). A Historical Review of Five of the Top Fast Food Restaurant Chains to Determine the Secrets of Their Success. CMC Senior Theses, 361.