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1. Introduction
Dà-Ji?ng Technology Inc., or more commonly known as DJI, is a Chinese technology company known for manufacturing and distribution of both consumer and commercial drones. Founded in Hong Kong in 2006 by Frank Wang and currently based in Shenzhen, DJI managed to successfully create the market for consumer drones. Their product offering includes other consumer electronics such as handheld cameras, however, drones remain their main product and they are best known for their best-selling Phantom drones (2013), which is to date the most popular drone in the market (Banco Bilbao Vizcaya Argentaria (BBVA), 2016). Their main target segments were initially hobbyists i.e. consumer market, but they have since focused on the growing commercial market as well. This report seeks to evaluate the company’s strategy in the civilian drone industry i.e. non-military use of drones from 2006 to date.

2. Business Strategy
DJI is committed to providing advanced technologies, high-quality, sleekly-designed and user-friendly products (drones) for both recreational and professional users. They do so by combining both design and technology, through their unwavering commitment to constant innovation. DJI was able to consistently dominate the drone industry and establish market leader status through their aggressive R;D, allowing them to not only be at the forefront of the drone technologies but also release new products at such expedited rate that competitors are not able to catch up, or are still struggling to even enter the drone market.

3. Porter’s 5 Forces for Drone Industry
• Threat of entry: Fairly low
The threat of new entrants is fairly low mainly because of the high entry barriers. Firstly, setting up a drone manufacturing company requires a high capital for building factories and especially R&D. What consumers value in drones is the technologies embedded in the drones, hence it is important for firms to be able to constantly innovate their technologies and keep up the latest technology developments to keep up with the competition. Secondly, being in the drone industry also requires firms to form strategic partnerships with other technology companies to improve their drone technologies, and also for distribution, which only established/incumbents have easier access to. Thirdly, incumbents in this industry are also protected by patents, which will make it more costly for potential new entrants to compete along with them. Lastly, network effects come into play as well. In the drone industry where DJI is already the market leader, their utilisation of influencer marketing by engaging with travel influencers help propagate the core message and lead to network effects favouring DJI in social media. Hence, it would be difficult for new entrants to steal incumbent’s market share due to network effect unless the new entrant is able to offer a product significantly superior enough for consumers to be willing to make the switch.
• Power of suppliers: Fairly low
Drone manufacturing companies turn to suppliers for raw materials such as the hardware and other physical components e.g. plastic casing, metal poles etc, which is not very differentiated in terms of features i.e. these are generic raw materials. What sets drone manufacturing firms apart from each other is the software and embedded technologies, not discounting that hardware is also important, however, there are many suppliers that are able to supply the raw materials and hence downward pressure on the power of suppliers.
• Power of buyers: Moderate
As the product is targeted at the mass market, the power of an individual buyer is relatively weak. However, there is a slight upward pressure on the power of buyers since their price sensitivity is moderate, considering drones are a big investment (it is not typically cheap) and furthermore complementary products are sometimes required to be purchased as well, which might influence consumers to favour the more affordable option in the market. Additionally, buyers have other options such as do-it-yourself (DIY) drones as a substitute for DJI’s ready-to-use (RTF) drones. It is also relatively cheap for the buyers to switch, as there is no sunk cost in purchasing a drone.
• Threat of substitutes: Low
Drones are used by consumers for aerial photography/videography. The alternative to drones for aerial photography would be to rent a helicopter and film manually. Clearly, this is not the preferred option due to the potential danger to the user, the high cost of renting a helicopter (~$300 per hour; excluding pilot costs etc). The drone industry has allowed for increased convenience and safety for consumers who are looking for aerial photography, at a relatively lower cost, hence the threat of substitutes is low.
• Rivalry amongst competitors: Low
The rivalry between competitors appears to be low in the drone industry. As information on the drone industry is scarce, there are only estimated figures. The market share in the drone industry is such at DJI has 72% market share, while other competitors such as Parrot S.A and 3D Robotics only has about 7% each (Valentak, 2017). As such, the Herfindahl-Hirschman Index which measures the market concentration would be high with one firm dominating the market. Hence, rivalry among competitors is low.

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4. Drone Industry life cycle
The drone industry is still in the growth stage albeit growing rapidly, predicted to grow with a CAGR of 19%-20% from 2017 to 2023 (Unknown, 2017). Drones are attracting a bigger market segment, not just consumer market but also the professional market as more businesses are seeing the increasing need of using drones to collect data e.g. agriculture or construction (Skylogic Research LLC, 2018). Profitability in the drone industry is still rising, and there’s constant and significant improvement in product features by drone manufacturing firms that lead to increased ease of usage, enhancing our daily lives thus increasing value for customers e.g. Amazon Prime Air uses drones to deliver products.
The industry structure appears to be likened to a pseudo-monopoly from the consumers’ perspective – DJI seems to have an almost monopoly status, while several other competitors only have very little shares of the market.

5. SWOT analysis
Strengths: Firstly, DJI has an excellent reputation in the drone industry, securing brand loyalty. This may have been due to their first-mover advantage, diverse product line with a range of (relatively affordable) prices, strong connection with the drone film-making community through their online community space called Skypixel. Secondly, DJI’s aggressive R;D allows them to constantly be at the forefront of technology and innovation in their industry. Lastly, attributing to their lean manufacturing systems with factories in its headquarter, it can manufacture the drones relatively efficiently and cheaply, hence they’re able to sell high quality drones at an affordable price. The last two strengths combined enabled DJI to become so prolific, chasing away most competitors, leading to their market dominance.
Weakness: DJI has come under fire for its poor customer service, with many consumers experiencing unsatisfactory customer service and openly bashing the company on its website forum, even so far as to say that the poor customer service is a deterrence from continued usage and purchase of the DJI drones. If this weakness is not tackled in the near future through investment in customer service/employee training, it may erode DJI’s good reputation and affect sales.
Opportunities: There is a growing demand in the commercial market for drones, specifically in the agricultural and construction sector. DJI can leverage on this trend and focus on not just B2C but also B2B. With this trend in mind, establishing their brand presence and tailoring the products to suit these key industries’ different needs is important.
Threats: Firstly, regulations restricting certain drone usage by the Federal Aviation Administration (FAA) may hinder not just the growth of DJI, but also consumer interest. Secondly, there is potential resistance to drone culture by those who perceive drones as a symbol of compromised privacy and this could also threaten DJI’s business as users of electronic devices are increasingly concerned about the security of their private data. Lastly, market events such as the most recent trade wars could potentially backlash against Chinese technology companies like DJI and affect their bottom line if US-China relations deteriorate.

6. Key value drivers – differentiation strategy
Branding: In line with its differentiation strategy, DJI positions itself as a premium brand that earns a price premium due to its superior features and quality. They seem to be successfully achieving product differentiation through its premium prices – while current price points for drones by some competitors are set in the more affordable range (even as low as $500 or less), DJI’s products are usually priced in the $500-$1000 range. The higher price point emphasizes DJI’s superior position in terms of quality and technology specifications of their product as compared to competitors. The drone market appears to not be leading by the price factor, as it is saturated mainly by enthusiasts and professional users. Customers are willing to pay premium prices for a drone with better performance.
Product features: DJI has been able to consistently identify flaws and/or consumers’ unfulfilled needs in current offerings successfully, in addition to capitalising on the opportunities in the market. This allows them to constantly innovate drones with better features and technology than previously offered. Not only are their products ready-to-use and user-friendly, but they are also equipped with the latest technologies. For example, in its latest Phantom 4 model, DJI was already ahead of its competitors who lagged behind and was still fixated on the ease of flying a drone. DJI realised that as the ease of flying a drone increases, so would the ease of crashing. With this in mind, DJI designed the Phantom 4 and embedded it with new technology that works with its software to enable the drone to scan its surroundings and avoid crashes (Zwilling, 2014). Introducing such advanced technology to consumers ahead of competitors provides DJI with some competitive advantage as their products are differentiated to have superior product features.
Customer Service: DJI appears to be lacking in their customer service and technical support. DJI is still a relatively young start-up with limited and competing resources. Lower investment in customer service is undertaken in their pursuit of growth and innovation in order to develop dominant market share and brand identity, which is their current priority.
Complements: DJI is also pursuing accessories and ancillary complements of the drone market. DJI sells drone components and parts, cameras, imaging, control, and stabilization systems, all of which provide recurring revenue. It also designed a hand-held camera mount for professional filmmakers, called Ronin, which is based on its experience and knowledge with image stabilization (Duening, 2015). This further differentiates their brand and enhance the value of their products.

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1.1 Background
The process of transferring ideas, message, information and attitudes that provides the possibility of turning those data into action called communication, which is considered as one of the mankind’s basic and essential skills like any other skills. (Azari et al., 2015). Communication is the basic tool in nursing, a crucial element in health care.(Ferreiraa, Silva, Pires, Sousa, ; Calheiros, 2016). Good communication skills in the health care setting is very important to ensure patient satisfaction to the care provided, consulting, identify client’s needs and take appropriate actions, minimize the possibilities of client’s complaints and creating clients-provider trust. In facts communication is the means good means of exchanging information, concepts, values, beliefs in health care setting for better patient’s outcomes.
Communication skills use verbal and non-verbal communication skills that can convey the reasonable information from the sender to the receiver through specific medium of communication. The ability to express to express good communication skills capacity is crucial skills for every nursing student. This can be achieved by having regular training for students in communication skills knowledge to enhance their capacities and their application of this knowledge in improving patient care.(Furnes, Kvaal, & Høye, 2018)
Having good communication skills will be useful in encounter patients and their families with sensitivity, empathy, and moral accountability. The nursing students should learn those skills as any other skills. The effective care to the patient that will consider their ethnic group, religious and cultural background will provided sufficiently if the provider has knowledge in communication skills.(Sheldon, 2015)
However, despite this reasonable importance of communication skills in providing good care to the client, there is a challenge of applying this knowledge in the clinical setting. The complicated schedule of nurses in their clinical areas makes them to poorly applying the skills. Failure to do so results into patient’s dissatisfaction , complaints, poor adherence to treatment, mistrust of health care providers and poor consultation.
1.2 Problem statement.
There is great need for effective communication skills between health care providers and their clients in order to ensure effective flow of care. Many challenges including patient dissatisfaction, complaints, mistrust of health care providers and poor adherence to treatment are increasing as a result of poor communication skills between health care providers and their clients.There is need to improve communication and more training to create awareness about barriers to effective communication in related to nursing intervention, because of very busy schedule of nurses in majority of health care settings, they become less aware of the problem of effective professional communicationstyle.(Bello, 2017). The expected consequences of not fix the problem may result into decreased quality of care, unachievable nursing interventions, continuation of mistrust of healthcare providers by their clients, dissatisfaction to health care provided as well as complaints to the nature of nursing care provided. This study is going to focus in assessing the communication skills knowledge among nursing students who are studying at MUHAS to evaluate if they have reasonable knowledge in communication skills for better outcome to the patient.
2. DESCRIPTION OF THE TOPIC
My topic is “assessment of knowledge of knowledge of communication skills among nursing students at MUHAS”
This study is going to assess if nursing students having good knowledge of communication skills that is useful for better patient outcome. The study will come out with the results to explain about this knowledge. The population to be focused by this study specifically will be nursing students at MUHAS.
3. OBJECTIVES
3.1 Broad objective
To assess knowledge assess knowledge of communication skills among nursing students at MUHAS.
3.2 Specific objectives
(i) To identify the common clinical communication skills nursing students have.
(ii) To identify if nursing students understanding about communication skills clues.
(iii) To identify major communication skills barriers among nursing students at MUHAS.
(iv) To identify if nursing students understanding about poor communication skills consequences in the clinical practices.
4.0 RESEARCH QUESTIONS
(i) What are the common clinical communication skills nursing students have?
(ii) Are nursing students aware of communication skills clues?
(iii) What are the main communication skills barriers facing nursing students at MUHAS.
(iv) What is the understanding of poor communication skills consequences to nursing students at MUHAS.
5. HYPOTHESIS
The researcher suggested the existence of relationship between dependent and independent variables which results into the prediction of the alternative hypothesis which states;
“There is significance knowledge of communication skills among nursing students at MUHAS”
6. CONCEPTUAL FRAMEWORK.
The two key variables such us knowledge and communication skills are ones to given attention. The independent variable is knowledge while, communication skills is dependent variable. This means that communication skills will be affected by having its knowledge. To be good in communication skills knowledge is needed. The study will be structured to asses this knowledge.The good communication skills affected by having good knowledge and this influence capacity, treatment adherence, trustfulness, and good provider-patient relationship.

7. LITERATURE REVIEW
In the review of literature selected articles has been identified after narrowing the topic. The selection of literature based on relevancy of the article to the topic and current of the article. The topic is issued in assessing knowledge of communication skills among nursing students. The review of literature done under the following criteria;
7.1 Main issues to be addressed in the literature.
In literature review the following issues has been addressed to find what other researchers say in their studies. The following things have been addressed in the literature review:
(i) To understand experience in the development of the communications skills for both nursing students and registered nurses.
(ii) To find the consequences of poor knowledge in communication skills and what are the effects of teaching communication skills to nursing students on the quality of care for patients.
(iii) To identify the research methods of data collection, sampling techniques used by other researchers in developing of their works.
(iv) To identify what are limitations facing studies of other researchers, what are their recommendations and what the gap of knowledge needed to be addressed in communication skills.

7.2 Evaluation of the reviewed literatures
From the literature it has explained that, good communication between nurses and patients is essential for the successful outcome of individualized nursing care of each patient. To achieve this, however, nurses must understand and help their patients, demonstrating courtesy, kindness and sincerity. Also they should devote time to the patient to communicate with the necessary confidentiality, and must not forget that this communication includes persons who surround the sick person, which is why the language of communication should be understood by all those involved in it. Good communication also is not only based on the physical abilities of nurses, but also on education and experience.(Kourkouta ; Papathanasiou, 2014)
The study conducted in University of Sadney, Australia explained, effective communication is a vital component of nursing care (Mullan, Mullan, ; Kothe, 2010). However, nurses often lack the skills to communicate with patients, careers and other health care professionals. Communication skills training programs are frequently used to develop these skills. However, there is a paucity of data on how best to evaluate such courses. The study evaluated the relationship between student self, rating of their own ability and their satisfaction with a nurse training course as compared with an objective measure of communication skills (Mullan et al., 2010). The sample included 209 first year nursing students completed a communication skills program. Both qualitative and quantitative data were collected and associations between measures were investigated. Paired samples t-tests showed significant improvement in self-rated ability over the course of the program. Students generally were very satisfied with the course which was reflected in both qualitative and quantitative measures (Mullan et al., 2010). However, neither self-rated ability nor satisfaction was significantly correlated with the objective measure of performance, but self-rated ability and satisfaction were highly correlated with one another. The importance of these findings is discussed and implications for nurse education are proposed. (Mullan et al., 2010)
The other study suggests, the communication between healthcare providers and patients affects patient care and safety. Nurses develop communication skills at the undergraduate level, after graduation and throughout their practice. This study explored perspectives of new graduates on the development and implementation of communication skills within the first six months after graduation. The study is descriptive study used an electronic survey to three cohorts of recent graduates. Surveys were sent within six months after graduation (Sheldon, 2015). The total of 700 surveys were sent to three cohorts of recent graduates with 206 surveys completed (response rates ranged from 26%-35%). Participants reported always feeling confident communicating with patients and families 27% of the time, and23.5% of the time with interdisciplinary teams. Only 50.8% reported always feeling confident to provide safe care all of the time with 44.5% reported feeling always able to ask colleagues for help with challenging situations (Sheldon, 2015). Then finally the study concluded, undergraduate nursing programs should incorporate more didactic communication skills training and simulation to prepare nursing students and increase their confidence to provide safe care and consult with colleagues for help. Communication skills training in practice settings after graduation to increase skill development and confidence during independent clinical practice.(Sheldon, 2015)
The study accepted (2017) in Islamic Azad University of Mahabad, in Urmia, Iran suggested nursing profession requires not only the academic knowledge but also the interpersonal relationships, technical, and intellectual abilities (Taghizadeh, Hasanpour-dehkordi, ; Shakhaei, 2017). The study aimed to determine the impact of teaching communication skills to nurse students on the quality of care given by nursing students. This study was a quasi-experimental research that was performed on 66 last year students and 132 patients using a goal-oriented sampling method in 2016. The data collection tools included a demographic information form of the units under study, a checklist of students’ communication skills, and a quality of care questionnaire for patients. The study tools were completed by the students and patients before the intervention and after completion of the training course. After collection, data were analyzed using SPSS v16 and descriptive and inferential statistics such as paired t-test and Pearson correlation coefficient (Taghizadeh et al., 2017). The results showed that there was a significant difference between the mean quality of patients’ care prior to and following the intervention (p?0.001).Also, there was a significant difference between the means for nursing student’s’ communication skills before and after the intervention. Moreover, there was a significant correlation between mean scores of students and the quality of care and communication skills (p?0.001). The conclusion recommended that the professionals in the field of nursing incorporate “communication skills” into their instructional programs so that the nursing students acquire the requisite experience in the field prior to entering into this profession. Also teaching communication skills should be followed up after the students’ graduation.(Taghizadeh et al., 2017)
7.3 Identified gap of knowledge from the literature.
Lack of a strong association between student evaluation and performance is particularly worrying given that student evaluations using standardized tools remain the most widely used measure of course success (Wolfer and Johnson, 2003). Whilst further research may be warranted to replicate these findings, the current study provides an important insight into the relationship between student evaluations of a course and their own ability as it relates to performance. The data from this study suggests that such student evaluations do not meaningfully correspond to demonstrable communication skills.(Mullan et al., 2010). Therefore this study recommends to replicates the study to find strong association between student’sevaluation and real practices as far as communication skills is concerned.(Mullan et al., 2010)
It’s also proposed that, future research should ask new graduates what they would recommend to improve undergraduate and postgraduate education on communication skills. Studies could incorporate specific scales to measure health literacy and cultural awareness (Sheldon, 2015). These scales would help identify specific components of cultural awareness and sensitivity, and health literacy that are amenable to the development of interventions at the undergraduate level and for continuing education for practicing nurses. Future studies should include additional demographic information about respondents’ current work settings and duration of practice. Furthermore, institutional programs should be implemented that enforce inter professional training programs in academic and practice settings. These programs should emphasize communication skills, collaboration, collegiality, and conflict resolution to improve patient care processes, safety, and outcomes.(Sheldon, 2015)
From the literature we see the main recommendations including, finding the relationship between the evaluation methods and actual practice in communication skills, the studies also recommends on what should be done in order to improve communication skills in health care setting to improve the quality of care to the clients. The studies also recommend on how the institutional programs in can improve the communication skills to the nursing students. (Sheldon, 2015)

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REFERENNCES

Azari, S., Mokhtari, S., Mousavi, H., Mohammadi, M., Aliyari, A., Salimi, M., ; Gh, A. (2015). Relationship between learning styles and interpersonal communication skills of nursing student in Medical Sciences Tehran University in 2012, 8(3), 178–183.
Bello, O. (2017). Effective Communication in Nursing Practice?: A literature review Opeyemi Bello Bachelor ‘ s Thesis Degree Programme in Nursing.
Ferreiraa, M., Silva, D., Pires, A., Sousa, M., & Calheiros, N. (2016). Clinical Skills and Communication in Nursing Students.
Furnes, M., Kvaal, K. S., & Høye, S. (2018). Communication in mental health nursing – Bachelor Students ‘ appraisal of a blended learning training programme – an exploratory study, 1–10.
Kourkouta, L., ; Papathanasiou, I. V. (2014). Communication in Nursing Practice, (February), 65–68. https://doi.org/10.5455/msm.2014.26.65-67
Mullan, B., Mullan, B. A., ; Kothe, E. J. (2010). Evaluating a nursing communication skills training course?: The relationship between self-rated ability , satisfaction and actual performance Nurse Education in Practice Evaluating a nursing communication skills training course?: The relationships between self-rated ability , satisfaction , and actual performance. Nurse Education in Practice, 10(6), 374–378. https://doi.org/10.1016/j.nepr.2010.05.007
Sheldon, L. K. (2015). Development of communication skills in healthcare?: Perspectives of new graduates of undergraduate nursing education, 5(7), 30–37. https://doi.org/10.5430/jnep.v5n7p30
Taghizadeh, R., Hasanpour-dehkordi, A., ; Shakhaei, S. (2017). Pharmacophore THE EFFECTS OF TEACHING COMMUNICATION SKILLS TO NURSING STUDENTS ON THE QUALITY OF CARE FOR PATIENTS, 8, 10–13.

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1.LEADERSHIP AND INFLUENCEChecvening is looking for individuals who will be future leaders of influnce in their home countries ,Explain how you meet this requirements ,using clear examples
” Leadership is influence and everyone has influence.” ~ Anonymous.

These words have been instrumental in driving the leadership engine within me. I am fully convinced that good communication, pursuasiveness, problem solving,conflict management and team work are skills that have fuelled my leadership experience in my roles as a Sunday school teacher, social action volunteer, a young professional and passionate teacher.
I am a volunteer Sunday school teacher in Christ is the Answer Ministries ( CITAM)- Nakuru Assembly in Kenya, from the year 2016….My love for teaching drives me into mentoring Sunday school children into better people of tomorrow. This is through creating positive universal bible content in the day to day life to make a difference in the live of this young beatiful hearts. As a result, I have effectively managed to pass postive societal values to children aged 4-9 yrs. Due to my exposure as a career teacher, I have been priviledged to interact with children from diverse cultural backgrounds. This has added value not only to me by enabling me to embrace different lenses to the outlook of life, but has been beneficial in encouraging the next generation to embrace diversity. in embracing different cultural perspectives. I am a team leader in the Social Action Advocacy and Governace Ministry of CITAM- Nakuru Assembly. This ministry’s core objective is to.develop and implement a biblical approach and response to matters socail action,advocacy and governance..,where SOCIAL ACTION implies proactive response to the needs of communities with the compassion of christ,ADVOCACY signifies being a christian voice in the nations on both national and ..international issues and lastly GOVERNANCE means reproducing christlikeness in key persons and organs of influence in both public and private sectors. I have volunteerd this capacity from ..2015……….As an influencer, I have mobilized my workmates and friends to contribute dry foodstuff, clothing and toiletries towards the famillies adversely affected by the Solai Dam Tragedy in Nakuru County in Kenya in the month of …may2018. The Solai tragedy is…tragedy that was caused by excessive rainfall in solai area that led to solai dam being full to capacity and ns litres overflowed on the dryland.that left horrible injuries , massive destruction of property ,displacement of people and loss of lives. Furthermore ,we visit inmates at Nakuru Central Police Station in Nakuru County in Kenya every last Sunday of the month. The inmates apprehended in this Police Station are those recently arrested and being held in police custody as the await hearing of their cases in court., bysby carrying out rehabilitation programmes and issuing foodstuffs to the convicts to make our society a better place and influencing change,this has really helped them to transform into productive people
The Young Professionals’ (YP) Fellowship of CITAM Nakuru is a networking platform of lawyers, teachers, bankers, business persons. Here, hold open forums on ethical practices in the marketplce. Furthermore, we are engaged in the community through mentorship and outreach programmes in high schools. In this regard, we offer sound career and academic advice which asssist high schoolers in making sound career choices. This forum also provides networking opportunities that help build relationships with potential mentors by discussing upcoming trainings, innovations and market trends. This forum avails information and advice on the importance of being leaders of influnce, facilitates sponsered informal trainings, public speaking events and retreats that develop our careers, enhanced professional recognition hence enabling professionals to have a sense of pride at work.
As a High school teacher at Nakuru Mountain Park Academy, I head an environmetal club . Serving in this capacity has enabled me to develop a good rapport with my students and collegues. We have initiated regular community based cleanup activities and donations to needy students to empower them socially, economically and emotianally. Serving young people has improved my coaching and communication skills in effectively handling in issues such as drug addiction, self esteem, early marriage and betting & gambling. The overall result has been to keep them in school ,and encourage them to pursue their studies first acquire positive thinking ,acquisation of stress management skills and embracing hadwork on any assigned duty.As I retreat to my abode every day, thoughts of how the selfishness and ineptitude of modern day leadership has failed society overwhelm me. It is my desire to pursue servitude in leadership. I admire the Chevening community from the sidelines, what they stand for and the consious effort the Chevening Community puts to impact society.