Harley Davidson Case Analysis

Case Analysis 2: Harley-davidson MKT 201:001 Long Island University Angel Pagan November 17, 2012 Case Analysis 2: Harley-Davidson This case focuses on the iconic motorcycle brand of Harley-Davidson. Harley-Davidson is an American motorcycle manufacturing company founded in Milwaukee, Wisconsin. Since Harley-Davidson was established in 1903, the manufacturer has experienced its ups and down. It especially encounters struggles like any other automobile industry during economic downturns. On the verge of bankruptcy around 1980, Harley-Davidson made a surprising comeback.This comeback was mainly a result of Harley-Davidson’s incorporation of customer services into its products, product differentiation through quality and design as well as focusing production on a consistently high level of quality. Today, the company’s annual worldwide sales total more than $4 billion worldwide and have an annual output of 200,000 motorcycles along 35 different models in seven product line s. With these results it is safe to say that Harley-Davidson dominates the U. S. motorcycle market and is also strong in Europe and Japan.Harley-Davidson does a very good job at differentiating its product. In fact, product differentiation is the main component of Harley-Davidson’s marketing strategy. They want to offer a motorcycle like no other motorcycle on the market at the highest quality. Harley-Davidson not only stresses its level of quality but its consistency of quality as well. Quality refers to the overall characteristic of a product that allows it to perform as expected in satisfying customer needs. Therefore quality can be used to differentiate products because not all products satisfy the needs of the consumer.Harley-Davidson offers many different lines of motorcycles including limited edition models as well as customization options. If the customer customizes the motorcycle then they should be getting exactly what they want at a high quality. Harley-Davidson em phasizes the consistency of quality as much as the level of quality because no matter how high the level of quality is, if it is not consistent then they will lose customers. For example, if you go to a restaurant that serves food the way you like it to be prepared only half of the time, it is likely that you will no longer go there.Then word spreads to others and they are less likely to go to that restaurant too. The same goes for Harley-Davidson. They want to ensure that every motorcycle has a high quality to keep the customers satisfied and bring forth even more customers. They also offer financing and insurance which helps differentiate them from competitors even more. Harley-Davidson believes that customer service is an important part of the product. They help differentiate their product by offering customers training, warrantees, guarantees, repairs and accessories.They want the customers to be comfortable with the employees and have a positive buying experience. Some dealers even take it a step further by offering a Rider’s Edge course. Since this course was offered at some dealerships, more than 150,000 people have graduated and earned a motorcycles license. This customer service section aims at the population of people who would like to buy a Harley-Davidson but do not know how to ride. They join these step-by-step courses with the employees and are on track to one day having their own Harley.They also offer a line of bikes for women and teach women how to ride bikes, pick them up, and assist them with any information they need in the buying process. They even have founded the Harley Owens Group in order to instill a sense of community amongst riders. There are over 1 million members. They have access to certain benefits, group rides, members only website, exclusive magazines, and a special customer service hotline. They even offer free tours at four of its factories, not to mention the museum.The Harley-Davidson museum is located in its headqu arters in Milwaukee, Wisconsin. The museum features exhibits from the company’s past products such as sample boats, bikes, snowmobiles and golf carts, to today’s models. They also highlight the company’s latest technologies, and inner workings of its new product development process. This museum may play a role in influencing how customers perceive the company and its products because they are able to see where the company has been, where they are, and where they want to be.It also gives the potential customers a chance to experience what it would be like to be a Harley-Davidson owner. They even offer a virtual ride bike so that people can almost get a first hand glance at what it is like to own a bike. Harley-Davidson has a very wide marketing mix. They have bikes that attract people of different sizes, styles, age, and gender. They offer a very good bike at a price of $6,999 for beginners. They offer a line exclusively for women with smaller bikes and a wide va riety of customizing products. They aim at creating a sense of individuality and freedom for the riders.As a rider gets more experienced they can trade their bike in for a more advanced one if they feel it is necessary. They also offer different styles of bikes for those who are experienced. They range from cruisers to choppers to sports bikes. In total there are seven product lines with 35 different models. Therefore the product depth is 7 and its length is 35. Below is a list going into greater detail about the marketing mix. If I had to invent a brand name for a line of luxury motorcycles I would call it the American Eagle.This brand name would especially appeal to the American market but would also be appealing worldwide. It implies a high American quality, which is luxurious and valuable and is consistent with the American lifestyle. Product †¢ The major product is heavy weight motorcycle of 750 cc for working out on heavy roads. †¢ A number of brands have been introd uced in its century of age, and each one was very integrated, well equipped and up to date with respect to technological advancements (Johnstone, 1995). The hallmark productions of the company assisted it to acquire eagle mark for itself. †¢ An excellent customer service is provided in case of any ambiguity, and customers are thoroughly guided for the upcoming brands. †¢ Deals in branded motor bikes and other limited sector of open market. †¢ Also deal in used bikes, there usable parts being repaired and introduced in the market at lower price range †¢ Spare part market has also got their name at the top of the list. †¢ Twin Cam engine is its major innovatory product. †¢ They also offer services for repairing. Revolution engine is also introduced on their innovation lists. Price †¢ Their prices are mostly maintained around a certain figure. †¢ The major revenue sector is heavy bikes along with spare parts. †¢ The company has been in crisi s for few years as its market share dropped by 43 (%) percent. †¢ The company is planning to eliminate its employees in the coming year for maintaining the company’s financial position (Wilson, 1993). †¢ During the time of crisis the vehicle prices were suddenly increased but now it’s being hoped that they will be regulated. Place The company has acquired 358,000 square foot plant in Kansas City for the production of Dyna Glide, Sportster, and V-Rod models. †¢ For assisting Latin American expansion n Assemly plant is located in Brazil. By establishing manufacturing units, a vast production was achieved (Margie, 2009). †¢ Harley Davidson is also moving forward to export bikes in India as well to increase its production and export sector as well. †¢ Harley Davidson also caters the motor bikes export in most parts of the world but it is not that much economical because of high custom duty for heavy machinery.Promotion †¢ Different marketing p olicies are being applied for the promotion of the company. †¢ Lucky draws are timely introduced, while promoting its political frame. †¢ Certain free services are announced for showing goodwill gestures on the new motor bikes sale. †¢ Some times fares are also arranged for bulk sales, especially when there is low sale time. †¢ Very attractive commercials are placed on different channels. †¢ Most of the magazines in U. S promote the company by its good coverage. References Pride, W. M.. , & Ferrell, O.C. , (2012). Foundations of Marketing. Pg. 77. Australia Mason, OH: South-Western, Cengage Learning (2012, ). H-D1â„ ¢ Customization | Custom Motorcycles | Harley-Davidson USA. Retrieved. November 17, 2012, from http://www. harley-davidson. com/en_US/Content/Pages/H-D1_Customization/h-d1_cu stomization. html? locale=en_US&bmLocale=en_US (2011, March 8). Harley Davidson Marketing Mix | Marketing Mixx. Retrieved November 17, 2012, from http://marketingmixx. co m/marketing-basics/marketing-mix/159-harley-davidson-marketing-mix. html

Cell Phone Usage in School Should Be Banned

Kaitlyn Sebastian Cell Phone Usage in School In a Wireless survey, it has been said that 91% of Americans use a cell phone. These devices have majorly advanced within the years and can be used for many things. Although cell phones have many great and convenient features, their usage in school should be banned because teens ignore the enforced rules, it can be used to cheat, and most have a camera feature that can be used to take inappropriate pictures of others. Teens these days are very â€Å"rebellious† in my opinion. Most don’t like being told what to do and like to be independent.So, when they know that there are rules in school against having cell phones around with you throughout the day, they ignore them because they always think they will never get caught. Teens can be very sneaky with what they do and can hide things easily. They know that the worst that can happen is having their phone taken away for the rest of the school day and then getting it back after. S ome schools could enforce the rule all day but, â€Å"Kids kind of roll their eyes, and I’m sure they have it out again 10 or 15 feet down the hall,† high school teacher Ed Stried remarked.Many schools allowed to have their phones collected in the beginning of the day and then at assigned times, students are able to use their cell phones, like during Study Hall, or lunch break. Many have found this unsuccessful because kids ignore it and can pretend that they did not have a cell phone on them and hide them through the day, sending texts or pictures. Teachers should not allow this because it can be such a distraction. Their phones should be checked and kept in their locker until school is over.Taking pictures brings me to my next point. Many new phones today have a built in camera feature that allows people to easily take a â€Å"quick-pic† anytime without bringing a whole different device, such as a digital camera. Despite its handy uses, this cool feature can b e used inappropriately. Bullying is also a major issue in school and it comes in many forms, like cyber bullying which includes through phones. Students, if allowed to use their cell phone at anytime throughout a school day, can also take pictures at anytime.Some may be used to shoot a memorable moment, and some may be used to take an embarrassing picture of someone. Many teens are on social networks, always posting updates and uploading pictures of their whereabouts. Many cellular devices allow a quick share feature that can upload the photo that you took straight onto your website. Students can take an advantage of this and may have intentions of not being nice to others in school. They can easily take a picture to make fun of someone or harass them and post it right away on Facebook for example.Having phones allowed to be used during school can cause other dangerous issues and can pose for serious consequences. These serious consequences can also take part when kids do the wrong things with the ability to text and take pictures. One major problem that usage in schools can lead to is cheating. Again, with a camera, kids can take pictures of tests or quizzes to share with other students who have it later in the day. They can also easily get away with texting their friends because most can text without looking at the keyboard.Another important thing is that you can also access the internet. They not only could go to inappropriate websites but also look up answers right in the palm of their hands. Yes, students can enjoy the freedom of being able to text their parents a quick message or check their email but this is unfair to all the students who do not cheat and work really hard studying, so this can be a real problem. Overall, being able to use a cell phone in school can lead to serious issues with students.It should be banned because students ignore the rules, can be used to take pictures inappropriately, and to cheat and/or share answers with others. The re sult of banning cell phone use in school will help maintain a safe and distraction-free atmosphere that all students can enjoy. Source Citation: â€Å"Schools continue to deal with cellular misbehaving. † Janesville Gazette [Janesville, WI] 5 Dec. 2010. Gale Opposing Viewpoints In Context. Web. 26 Apri. 2012. â€Å"EDITORIAL: Policy on cell phone use effective. † Daily News [Bowling Green, KY] 30 Oct. 2009. Gale Opposing Viewpoints In Context. Web. 26 Apri. 2012.

Airasia Assessment †Opportunities And Perspectives

Airasia Assessment – Opportunities And Perspectives Tony Fernandes bodies an obligation toward the awareness which alters the apparition in realism. He craving to jump a little-price carrier company and then he makes the good hallucination of the company to lease everyone can hover in realism. Therefore, AirAsia has unceasingly hurled little-cost advertising letters to allow clienteles to like little-cost trips to different chairs. AirAsia’s charges are meaningfully subordinate than other carrier service earners and the websites charges are also inexpensive than the visible-line kiosk fee and gift free stalls raise to give the customers break to like and also for those who cannot give the fee. It is to do the idea everyone can soar in truth. Moreover, he broke the order and cheered employees to tell ready and breakdown the dividers. For example, he sit down in an exposed ground strategy with his employees and also directed his interaction number to his staffs so they can just song, e-mail and text him right and crack it quickly without go through any subdivision. Even the bottommost graded approved can interaction him right through his telephone number, which wealth he gives everyone as like and keen to see their wants. In Edgar Schein’s model, there are three separate planes can detect organizational nation. Firstly any perceptible, explicit or orally identifiable fundamentals that comprise in item in an organization. In AirAsia, their key dye is red which meant with valor and lust. Their new even is look like a vying team Pit Stop Girls, while the other one is a red, meek stock flight uniform that gives weekend rest rovers a calm feel. AirAsia also offers exceptional plans for expecting fares and babies that would flying aboard. Next is the price that founds the organizational nation. In AirAsia, they worth the formation of little-price, extensive-two parts while upholding the excellence of service for tall-tutorial carriers and providing in height-rate and fact-to-fact networks for extended-drag services. The third is the supposed standards of the employees which cannot be unrushed but do make a change to the nation of the organization. In AirAsia, they run a truly good deal and cooperatio n. Sort meek practices to amenities and make available aid to customers in must. A typical of nation that is based on 4 changed natures of organizations had been fashioned by Deal and Kennedy. Each of them concentrations on the hurry at which the organization accepts reaction in the form of loots for members and the near of risks occupied. Deal and Kennedy’s nation that spasms to AirAsia are labor-hard, drama-hard nation, wager-the company nation. The nation of labor-hard, drama-hard has speedy response and low peril which ensuing in strain from assignment rather than doubt. This nation has described high-talking rebirth will be leaded by tall-speed act. AirAsia squat-price cost and cheap vouchers may obtain a lot of draw from many people, follow-on in a fat number of customers. They need to fix any edict usual and distinct care from the customers alone. On the other hand, wager-the company nation has gentle feedback and tall peril which ensuing in strain from tall peril and stay before expressive if actions have remunerated off. The extended opinion is oc cupied, but then did a lot of effort to brand sure belongings go as deliberate. In every carrier company, judgment is actually imperative. If it is late for an extensive period, it will touch the customer and finish with the buyers regret. Employees in AirAsia must exertion firm to improvement the faith of their customers and receive bootees for employees of the month. Moreover, every carrier company former mandatory to familiarize with the customer’s nation. For instance, AirAsia encountered a problematic where many Muslim females from the Middle East criticized that AirAsia attractive unchanging. Concerning organizational building to organizational nation is propagated by Charles Handy. The described nation that spasms with AirAsia are Task nation. Task nation in AirAsia can be defined as where lineups such as the waitperson and the trial to solve definite difficulties. Control is consequential from the team with the know-how to achieve tasks. AirAsia uses a minor team style, with extremely competent employees who study in their field of know-how. Kim Cameron and Robert Quin made an investigation on organizational efficacy and achievement. Cheap value creates division, such as tractability and solidity, as well as interior and outside attention, which are most significant in defining organizational achievement. AirAsia is best suited to Marketplace nation and Coterie nation, where the leaders modest workroom likes hard motorists and welcoming workrooms, where bests act like daddy statistics. It can be understood from their dream and assignment. Their box is to become the chie f low-fee carrier in Asia whereas maintaining the highest quality product using machinery to cut fee to the best company whereby employees are preserved as part of a big household, create a worldwide acknowledged ASEAN badge and portion 3 billion people who are presently underserved with tall deprived connectivity and tall prices. As conclusion, AirAsia Berhad will be the best carrier company due to offering the inexpensive price vouchers and complete the dream of everyone can hover around the world. A good control style touches the entire company and employees to become encourage and invent. Tony Fernandes has positively functional all the four magnitudes of the transformational headship in the carrier business. We believe that AirAsia will be the efficacious carrier company and consider a worldwide acknowledged ASEAN badge.

Testing Money Demand Equation, Econometrics Assignment, SAS Speech or Presentation

Testing Money Demand Equation, Econometrics Assignment, SAS - Speech or Presentation Example To interpret whether variations in dependent variable, (mt – pt) is explained or not, explanatory powers of each of the two independent variables have to be considered. If the Student’s-statistics of the respective estimated coefficients are found to be greater than the tabulated value at the given degrees of freedom, the corresponding variable is considered to be significantly explaining variations in the model and vice-versa. At 107 degrees of freedom, tabulated t-statistic is 1.99, which is lower than the estimated values in either case. Hence, each one of the two variables is found to be significantly explaining variations in the dependent variable so that variation in the model is perfectly explained. Money demand in excess of the general price level is found to be highly dependent on income and rate of interest in context of the US economy. The dependence is found to be in line with that of theory which says that demand for money is directly related to income but inversely related to the rate of interest. Moreover, the rate of interest in the nation is also gradually falling over time, revealing that the money demand in the nation is rising actually. A rise in money demand is actually a positive sign for economies which had been engulfed in a recession, since that implies a rise in aggregate demand and thus rise in national income. Hence it could be said that the US economy is actually at the verge of experiencing boom. In fact, a rising income will attract investors from all over the world thus ensure the nation a consistent period of boom. Since the number of observations is the same as that in the previous case, the degrees of freedom are equal to 107. So, using the rule mentioned above it can be said that both the intercept and time factor can explain variations in the dependent variable significantly. The model being estimated shows

Cost Control Essay Example | Topics and Well Written Essays - 1250 words

Cost Control - Essay Example For the stamping dept. of a manufacturing firm, the standard cost for direct labor is $12 per hour, and the production standard calls for 1,000 stamping per hour. During June, 168 hours were required for actual production of 148,000 stampings. Actual direct labor cost for the stamping department for June was $2,184. An alternative to the preceding monthly report which could improve control over the stamping department’s direct labor is to increase the production rate in the previous month to in 1 hr = 1200 stampings. _____________________________________________________________________ Coastal Industries has established direct labor performance standards for its maintenance and repair shop. However, some of the labor records were destroyed during a recent fire. The actual hours worked during March were 4,000, and the total direct labor budget variance was $2,200 unfavorable. The standard labor rate was $18 per hour, but recent registrations allowed the firm to hire lower-paid replacement workers for some jobs, and this produced a favorable rate variance of $3,200 fro March. Fiber works Company is a manufacturer of fiberglass toy boats. The company has recently implemented a standard cost system and has designed the system to isolate variances as soon as possible. During the month of august, the following results were reported for the production of 50,000 toy

Business Essay Example | Topics and Well Written Essays - 1500 words - 1

Business - Essay Example The firm’s employees globally are estimated to 95,453 (BMW Group, 2011) – in about 150 countries worldwide (BMW Group, 2011). The firm’s success has been strongly related to its CSR policies, an issue evaluated in this paper. 2. Stakeholder demographics In order to understand the performance of the firm in regard to the interests and the needs of its stakeholders, it would be necessary to identify primarily the demographic characteristics of these stakeholders. In the most common view, the term stakeholder reflects the groups of individuals who are most likely to be affected by the company’s operations, meaning its employees, its customers, its suppliers and the community. In accordance with Freeman and Reed (1993) the key criterion for identifying the stakeholders of an organization is their relationship with the organizational objectives. In this context, it is noted that the term ‘stakeholders’ is used in order to describe ‘the groups of individuals who affect the organizational objectives but also those who are affected by the organizational objectives’ (Freeman and Reed 1993 in Gossy 2008, 6). ... In the case of BMW, it is explained in the organization’s website that the term ‘stakeholders’ is used for referring to the following groups of people: ‘Customers, business partners, employees, media, policy and scientific decision makers, non-governmental organizations (NGOs) and investors’ (BMW Stakeholders 2011). The response of the firm towards the interests of its stakeholders is explained below by referring to an indicative example: the Education programs developed by the firm in order to support the community. Reference is made, as an example, to the educational program that the firm developed in 2007 in cooperation with the Warwickshire Wildlife Trust (BMW Group, Community 2009). 3. Impact of the firm’s CSR on stakeholders BMW highly values its stakeholders. In fact, in accordance with its statement on CSR, the firm has been trying to focus on the needs of its stakeholders, taking into consideration their views on its CSR performance. M oreover, the suggestions of stakeholders on potential failures or gaps in the firm’s CSR are taken into consideration when the firm’s CSR is to be designed and applied. The above view is based on the following fact: in the context of its efforts to be informed on the views of its stakeholders on its CSR, the firm developed a stakeholder survey in 2006/2007. The survey, in which about ‘200 stakeholders from 21 countries worldwide’ (BMW Stakeholders 2011) participated it was revealed that the dialogue developed between the firm and its stakeholders is proactive and it has been welcomed by the stakeholders; moreover, it has been revealed that the firm’s CSR strategy is

Semantic Acquisition (Linguistics) Essay Example | Topics and Well Written Essays - 2500 words

Semantic Acquisition (Linguistics) - Essay Example Usually, young children refer to the objects or people that they are familiar with in their early speech (Barrett 1995). It is interesting that most of the children follow the same process of lexicon acquisition (De Villiers 1978). The process can be divided into five different stages (De Villiers 1978). First, children learn proper names in the first stage as proper names only have one referent for each word (De Villiers 1978). Then, common nouns are acquired soon after the first stage (De Villiers 1978). This is because the structures of common nouns are more complex and children need time to master the application of these words (Barrett 1995). The third stage is acquiring simple verbs and adjectives (De Villiers 1978). These two categories share a similar complexity and similar properties (Barrett 1995). In order to study the verbs and simple adjectives, young children need to master the correlation and interaction between their perceptual development and lexical development (De Villiers 1978). The fourth stage is the acquisition of relational words (De Villiers 1978). These words have more complex meanings (Barrett 1995). It is somewhat difficult for young children to understand the concept of relational words since a comparison for the described object and the context is required (De Villiers 1978). The final stage is the acquisition of deictic expression (De Villiers 1978). Words in this category express the most complex idea of comparison (De Villiers 1978). Nelson (1973) has suggested that there are significant individual differences in the types of words that young children acquire in stage I (Katherine Nelson (1973) in De Villiers 1978, p. 124). Two kinds of children can be found in the early lexicon development of children (De Villiers 1978). They are identified as â€Å"referential children† and â€Å"expressive children†, respectively (De Villiers 1978). Referential children can be defined as those children who acquire and use words of

Early Virginia Essay Example | Topics and Well Written Essays - 500 words

Early Virginia - Essay Example The English law at that moment did not protect the rights of the Africans, and they ended up being overworked and mistreated. Their hard work and high production rate formed the backbone of the successful and rigid economic status that prevails in the American continent. Although not only Africans who were victimized by slavery, they formed the greatest percentages of manual laborers since they were much stronger physically and were easily available. The labor shortage in America promoted slave trade, and the European powers were competing on the number of slaves. The same completion remains, but has been converted into economic and power competition. An estimation of over fifty million Africans were taken as slaves as early as the year 1800. Most of these slaves were separated from their families and ended up disappearing far away from their people (Zinn 27). Zinn says that slavery is the root of racism since the inferiority of Africans started secondary to slave trade (Zinn 29). The American economy at this period was controlled mainly by agriculture and the richest people were those doing agriculture. Most of this people later ventured into other businesses, which fostered the rapid economic growth of the American continent. The Americans were not concerned with the well-being of the slaves and they even killed the slaves with little work rate. They were inhuman and their only interest was limitless profits from their agriculture. The Africans, on the other hand, were not united due to their ethnic diversities and could not come together to aid themselves out of European slavery. The first slaves from the American continent went to Jamestown at around 1619 and they were used in agricultural firms. The area experienced faster agricultural growth and this led to other English settlers demanding for African slaves to work on their farms. With

Preators in Roman Law vs Equity in English law Essay

Preators in Roman Law vs Equity in English law - Essay Example This essay stresses that English law remains uncodified just like Roman law, but there exists a vast legal framework comprised of records of cases and the legal principles on which decisions have been made. Therefore one of the most important contributions made by both Roman and English law have been in the maintenance of accurate, meticulous and detailed records f the cases in question. This helps to not only elaborate and consolidate established legal principles for the benefit of future legal personnel, but it also serves as a record for historical purposes. The maintenance of such written records have also been the cause for the initiation of reforms as necessary, when the precedents are found to be inapplicable and are overturned by fresh precedents, which was also done in the same manner in Roman law. This paper makes a conclusion that the Preators made a substantial contribution to the development of equitable, time tested principles that would be able to withstand the test of time. In a similar manner, English law has also made a substantial contribution to furthering the cause of law by introducing measures of equity when the medieval judges began to rely too much on precedent. Thereby by a judicious mix of the old and the new, the current legal system is continuing to evolve, retaining those principles that are worthwhile and rejecting those that are outdated by replacing them with new precedents, to further the cause of justice.

Enron Essay Example | Topics and Well Written Essays - 2000 words

Enron - Essay Example Within about 5 years of the emergence of the Internet and the Web, electricity consumption linked to this new phenomenon had surged to 8 percent of total consumption. Naturally enough, this caught the eye of the prosperous energy trader down in Houston. How could Enron play in this exciting new game (Jorion 2003, p. 6) In order for a firm to have a reasonable chance of success in the realm of the Internet, it needed to be able to control its risks. Well, this was something that Enron was in a very good position to do. In fact, very few companies in the 1990s were as well positioned as Enron to play in this game (or so it seemed). "What Enron has been about for a long time," said Jeff Skilling, then Enron's chief operating officer, "has been making and restructuring markets. If you look at the present phenomenon, the Internet, it also comes into existing markets and dramatically overhauls them. That's something we started doing in the mid-1980s. The Internet just gives us the juice to extend more products across more markets more quickly (Jorion 2003, p. 6)." In particular, Enron got interested in the exotic-sounding world of broadband, which is a catch-all term for high-speed access to the Internet through the use of fiber-optic cable. Broadband is little more than a data pipeline of great bandwidth, or carrying capacity. (Or more precisely, bandwidth "determines the speed at which data can flow through computer and communications systems without interference (Jorion 2003, p. 6)." Even at the time-even amid all the Internet hype and hoopla-people knew that the nascent broadband/ bandwidth industry was a dicey proposition. "The market will not be for the faint of heart or the ill-prepared," one observer commented. "Success will require careful consideration of the appropriate market entry strategy. Organizations must ask the tough questions, such as 'what's my appetite for risk' (Jorion 2003, p. 6)" Well, in Enron's case, the answer was "big appetite." In the spring of 1999, Enron created a company called Enron Communications, Inc., that soon changed its name to Enron Broadband Services (EBS). It began selling a standardized bandwidth product, effectively turning the elusive concept of bandwidth into a commodity (Jorion 2003, p. 6). WHAT WENT WRONG For a while, and especially from a particular perspective, it worked. That perspective, of course, was the price of a share of Enron stock. People loved the idea of Enron and the Internet converging. Within 9 months-that is, the period between year-end 1999 and September 2000- Enron's stock price soared. In fact, it more than doubled-from $44 to $90 (Jorion 2003, p. 6-7). For a group of ambitious and self-impressed executives-especially those with heavy stock options-stock-price fever is something like heroin addiction. It goes from being a nice-to-have to the be-all and end-all. And over time, you need more and more of the stuff to get those good feelings. (In fact, when you do not get the stuff, you start feeling bad.) Management got accustomed to a high and rising stock price-and so, by the way, did Wall Street (Jorion 2003, p. 7). When stock-price fever sets in, lots of other temptations begin

Organizational Behavior Essay Example for Free

Organizational Behavior Essay The role of organizational behavior in project management empowers the project leader to effectively diagnose situations related to the project for appropriate action and performance. The organizational behavior is a critical aspect to assist the project manager in accessing the particular skills of the team members within a functional organizational matrix (George and Jones, 2005). The understanding of organizational behavior from a project manager’s perspective presents an in-depth conceptual, technical, decision making, and interpersonal skills that are required to successfully manage complex project teams. Analysis on Organizational Behavior That Impacts Project Management The challenges in projects can create multiple tasks to reaching the goals outlined in the project scope. For instance, the team formation process is detrimental to moving through phrases of forming, storming, norming, performing, and adjourning in order to reaching the completion of the project. The project management primary role in understanding the functional project organization assists in identifying the organizational behavior within the context of team building to successfully moving through the phrases (Mantel, Meredith, Shafer, and Sutton, 2008). The project manager utilized the identified organizational behavior concepts of the team and the functional organization to apply appropriate human interpersonal skills for applied motivation, knowledge, decision making, change management, code of ethics, style of communication, and leadership direction. The interaction between the project manager and the project team are the stringent formed relationship that strengthens the communication matrix. The effort for sharing and receiving imperative information concerning the stages of the project tasks organizes the project for accurate reporting to stakeholders. Therefore, the organizational behavior presents a synergy to the effective communication matrix monitored by the project manager to assure that the channel is effectively being relayed by all individuals. The communication method determines the success of the project and defines the organizational behavior concept within the organization. Project managers must work with project teams through effective communication measures that reinforced the indentified organizational behavior concept (Hunger, 2007). In doing so, the expectations of the completed scope objectives are met as well as a formation of a productive project team. The skill of effective communication is the key to transferring the criteria of organizational behavior by demonstrating good decision making. The project manager’s decisions provide the organized efforts to staying on schedule and within budget with a human interpersonal skill approach that keeps the project team together. The decision making identifies the possible scenarios within the organizational behavior concept of the organization for a more direct approach to a problem. Respectively, the organizational cultures present a challenge for the project to moving in the desired direction. Therefore, the project managers must recreate their own organizational cultures within their project team environments that reinforced the specific scope objectives. In doing so, the demonstrated decision making to lead the project team is manifested from understanding the culture and securing a sufficient concept of the organizational behavior. The identified organizational culture within the project environment empowers the project manager in motivating the project team to strive for effective decisions. The organizational culture impacts the project team members for decision making during the process of completing the tasks for deliverables, in which, the organizational behavior detects how successful the channels of implementing changes and how issues are addressed. Therefore, the communication and culture defines the organizational behavior for the project manager to effectively and efficiently manage the special project. The transfer of information and delivering a clear understanding of the project needs essentially benefits all associated individuals to the progress of the team within the organizational culture framework. In the framework of organizational behavior, the attributes of effective communication and understanding the culture outlines the theory of motivation for the project manager to utilize in solidifying the team. The theory of motivation offers the project manager key concepts to implement to the project team for redefining the specific goals set forth from the project charter to the scope. The theory of motivation ranges from different thought of reason from theorists to apply a certain scientific approach, however, the fundamental approach is the model to connecting the team objectives with a purpose mindset amongst team members. Most employees need to feel the importance of the objectives; therefore, the project manager motivated communication tactics are critical for achieving the planned goals. The pursuit for a successful project is the normal functional operations of the technique of project management within the context of organizational behavior. The efforts of the three â€Å"C† are communication, cooperation, and coordination that all work together in a synergistic approach to create a winning coalition with organizational behavior and project management. The three â€Å"C† are essential to providing the means in allowing project management to function in a positive team environment. The goal of project management is to manage and complete the delivery of the client’s deliverable on time and on budget. Therefore, the role of organizational behavior within the principals of project management is the ability to achieve the company’s goals and mission in a strategic framework.

The culture and management Essay Example for Free

The culture and management Essay Sifangs recruitment of the length of time is fairly flexible from the three months minimum period to the 15 months maximum. From the previous experience, Sifang usually prepares three months necessary to advertise and fill a vacancy if no difficulties were encountered because there was nothing specific to contribute the timescale being longer. There are three stages of the recruitment process that influenced the timescales: creating and defining the position, advertising, and security checks. Recruitment success ratio in Sifang is very high because of the excellent HR department. The main reason is that the Sifangs recruitment advertisements only appear on the power system automatic protection field. The advertisements try to attract candidates who work in this field and fit the companys person specification. Another important reason is the HR department have a carefully selection process such as shortlist, interview, and probation which can reduce the failure rate. The culture and management style of Sifang  Organisational culture is a system of knowledge and standards for believing, evaluating and understanding etc that serve to environmental backgrounds (Allaire and Firsirotu 1984), which will help with the decision making and determine how the business is run. The organisations culture is very much concerned with the way in which people in the organisation interact with each other, and the typical patterns of interactions that have developed over time. Sifangs organisational culture focuses on honesty, responsibility and professional skills. Meanwhile, Sifang provides a broad stage for personal development. They always keeps in mind that qualified employees, endless self-challenging and management renovation construct the only bridge to success for a high- tech enterprise.  From the above description it can be seen that the main organisational culture in Sifang is task culture. Task culture focuses on full fulfilling the needs of the organisation and its problems by working in groups. Expertise creativity and flexibility is therefore important. This culture encourages the staffs to take more responsibility and power. Teams will have input when determining how a job will be done and their views and opinions will be listened to. For managers to be effective, they need to develop a style of management which suits the culture of the organisation. There are many different styles of management and four main styles are recognised as being effective if used at the right time and under the right conditions which are autocratic management, consultative management, democratic management, and laissez-faire management. The management style is mainly used in Sifang is consultative. The managers of the company tend to seek other employees within the company for advice before making decisions. This type of managers tends to aim to draw on more sources of opinion than just him/herself. The consultative managers will have good listening and also the capability to create the right communication channels to allow him/her to consult with other employees easily. For instance, as part of the consultative management style, Sifang uses suggestion boxes, which makes it easier for employees with new ideas to express their ideas without feeling intimidated. Managers also established an award to encourage staffs who have better suggestions and ideas. These methods bring many advantages to the company. On the other hand, sometimes the Sifangs head office takes the autocratic management style. It trend to give instructions to set the objectives and targets to staffs rather than asking them for their opinions in some situations. The company takes external recruitment because the top managers believe that the company hardly recruit candidates inside business because it will cause another vacancy will be created which might have to be filled. In the case, the head office/manager is the only one contributing to the decision-making process. The recruitment process is a part of the total organisational strategy plan for business growth. The managers of Sifang believe that market competition ultimately is enterprise talent competition. Therefore, they have attached most importance to recruit talent from its founding. Sifangs organisational culture can impact the process by taking prudent steps. The company only advertises its recruitment on the power system automatic protection field because the culture focuses on professional skills. The honesty, responsibility features can build a good reputation to candidates to make an earlier contribution to the hiring organisation. Overall, the recruitment process in Sifang has become a model of the values and methods to develop the organisation to run in an optimally human way. The recruitment of staff is a mixture of both consultative and autocratic management styles in Sifang. On the one hand, through consultative management, managers can always understand what the companys need on the recruitment. On the other hand, the head office autocratically set how much can be spent on the staffs. In the process, the final decisions are only made by managers under the autocratic management. When candidates are in the probation, the HR department only considers the feedback which comes from their managers and ignores the opinions of the candidates colleagues. Compare with the other companys recruitment in the same industry, Dongfang Electronics Information Industry Group Co., Ltd (Dongfang), which is a competitor of Sifang. There are some differences because of the different management styles. Sifang has never recruit staffs from internal environment because of the autocratic management style. On the contrary, Dongfang has approached democratic management style and the company takes a mixture of both internal and external recruitment after group discussion. Conclusion The report described and appraise the recruitment process of Beijing Sifang Automation Co., Ltd (Sifang) through analysisd its strengths, weakness, timescales, and success ratio. The companys culture, management style and how these impact in the recruitment process have also be introduced. As I come to a conclusion, I may reiterate the importance of a recruitment process to a business. Without it, corporations and organisations will run the risk of having unskilled employees and having a low profit margin. To hire people effectively, the HR department must think about the company needs over a longer period rather than simply getting next weeks job done. And also, the companys organisational culture and management styles can impact the recruitment process in both positive and negative way. References Barber, A.E. (1998) Recruiting employees: Individual and Organizational Perspectives. Thousand Oaks, Sage Publications  Barclay, J. (1999) Employee Selection: A question of Structure,  Beardwell, L. Holden, L. (2001) Human Resource management: a contemporary approach. Third Edition, London, FT Prentice Hill  Brown, A. (1995) Organisational Culture. London, Pitman Publishing.

The Transatlantic Tunnel Of Transport Systems Information Technology Essay

The Transatlantic Tunnel Of Transport Systems Information Technology Essay For quite some time since the Industrial Revolution, sustainable transport has almost been synonymous with train form of transport. Several modifications have taken place on the first steam engine design to more energy and speed efficient models. With advancement in technology in this information and technology age, even more fascinating models are likely to be designed to keep up with the pace of lifestyle change. Critical limitations that hinder train transport systems will be addressed such as the geographical intricacies [1]. The Transatlantic Tunnel proposal dares to defy the ocean waters and the huge distance from America to Europe by bringing these two world business centers closer via a train. Top speed underwater tunnel across the Atlantic Ocean could be nearer to reality than many people would have thought. Engineering designers initially estimated that by the turn of the 21st Century, trains moving at around 5000 miles per hour could make the journey from America to Europe in less than an hour. Even though this future engineering project seems interesting, several issues need to be taken into consideration like the design that will pass the test of time across the treacherous ocean to the huge funding demand. Regardless of the factors standing in the way of the project, it remains a brilliant engineering project of this age. On the other hand, resilience could be propelled by the invaluable benefits that the project is likely to present to the world such that the project sees the light of the century. According to the documentary video Extreme Engineering, the possibility of this unbelievable project is not out of reach of reality amid modern technology. Challenged by t he success of the English Channel linking England with France, such ideas of completing the project cannot be unimaginable in this technological age. These are among the issues that this study explores, in an attempt to unravel this massive project. 1.2 The Main Text 1.2.1 Background Information. Nowadays, improvement of transport takes on a commercial perspective. Business had to be facilitated across nations in an efficient manner before using finer railway networks. In a more advanced version of the same networking, railway transport will now be explored for possibilities of connecting continents that are hundreds of miles apart. Building on past experience of connecting countries separated by seas and oceans, it is increasingly becoming a debate topic in engineering scenes on how continents can be linked by train for efficient transport. Similar ideas were illustrated in art and plays to demonstrate the relevance of the creation of such work [2]. 1.2.2 History and Theory. Jules Verne is the first visionary to suggest the Transatlantic Tunnel idea in 1895. The initial design could probably have been prompted by Vernes long and unpleasant sailing experiences [3]. Since there are several art works that used a fictional model of the Transatlantic Tunnel, its actualization was not taken seriously until real engineering work was brought on board. Suggestions have been made on several areas where the train and the tunnel system would need to overcome the most pressing missing links. Theories and ideas of a tunnel linking the said continents have been persistent and the best postulations were demonstrated in a film by the name Transatlantic Tunnel which was made in 1935 [4]. In the movie, a problematic development of the project featured an illustration of the difficulties that the project faces at the current stage. Most of the early positions held on the same topic were based on a fictional tunnel that was operational, perhaps to illustrate the applicability of the project. An earlier version of the same proposal had been developed and captured in the year 1933, in the German movie Der Tunnel [5]. By 1945, trains that used the vacuum principle to achieve speeds of over 1000 meters per hour were already in place, thanks to pioneers of real engineering studies. One of the major engineering pioneers of such designs was Robert Goddad who devoted much of his energy to similar engineering research. Three decades later, engineering articles that widely advocated for adoption of the technology were circulating. Vacuum train attention changed in the 80s after discovery of the Japanese Maglev research [6]. Transatlantic Tunnel theory bases its postulates on the past engineering works where transport lines have been suspended in water. According to the Discovery Channel, the English Channel links England to France in an almost similar way that popular transatlantic models envision [7]. Current top speed train formats are designed on magnetism and vacuum principles to enhance efficiency in terms of speed and resistance. Such trains models came into existence in the year 2004 when Shanghai. Famous progress towards the realization of the project was made through the contribution made by Frak Davidson, who carried out similar research on the applicability of such a project. Assisted by another prominent engineering designer by the name Earnst Frankel, Davidson had made some of the most promising contributions to the project. In his earlier engineering projects, Davidson had participated in the study operations of a fact-finding group of the possibility of setting up a tunnel underneath the English Channel; the English Channel Tunnel. The school of thought that has been propagated for a possible Transatlantic Tunnel design mainly relies on the work of Davidson. He proposed a system that would apply a suspended tunnel that is about 300 feet into the ocean. Another postulate of his design is the anchorage in deep sea where tethering is used to connect the tunnel to the anchor. Besides, he had also postulated that a vacuum would be necessary in his design, to facilitate top speed for the train. Finally, he also envisioned a magnetic train system being introduced into the same system for stability and speed enhancement [8]. 1.2.3 Design Approach Vacuum trains have been used in many high speed models that have been able to achieve extraordinary efficiency. To achieve the fastest speed that suits the model of train inside the tube-like tunnel, evacuation of the air that is inside the tube is usually necessary. This leads to the creation of an air free column which is capable of achieving speed similar to that achieved by a falling object in air. Bearing in mind that the project traverses across the entire Atlantic Ocean, time would be a significant aspect for any useful and efficient transport system. The best solutions so far generated by the engineering fraternity have largely relied on the vacuum train model which delivers results for top speed [9]. Magnetic Levitation system of transportation that uses magnetic force to propel locomotives has also been added into the design. Also referred to as maglev trains, the trains so propelled using magnetic field rely on three important components namely; source of electric energy, metal coils and large magnets. There are several advantages that the Maglev system presents to the design, including speed and stability. In this model, trains are lifted from ground level and are functioned on the principle of electromagnetism. According to Sirohiwala, Tandon and Vysetty, two main principles of engineering are exploited by the system, namely; Electromagnetic Suspension which relies on attraction forces as well as Electrodynamic Suspension which uses repulsion forces [10]. A combination of the vacuum and magnetic levitation systems have also been explored and found out to give better results. The benefits of a magnetic system coupled to the vacuum system will deliver not only top speed but also stability in the tunnel transport. According to the research conducted by the Massachusetts Institute of Technology, non contact bearings that magnetic levitation trains apply facilitate the realization of very high speeds and in conditions such as those present in vacuum train designs [11]. Also, utilization of both systems in a high speed train system facilitates the elimination of frictional force which generally causes wear and tear. This implies that a hybrid system of the two systems could offer more benefits in cost reduction than most other systems. Currently, the design that could be applied for the project heavily borrows from the engineers who postulated a similar design called Channel Tunnel that could run under the English Channel [12]. Suspension design is preferred by engineers, where surface turbulence and the underground uncertainties are handled. Joining of pontoons will be carried out at a distance of about 50 meters below the water surface. To hold the huge pontoons in place, heavy sea anchors will be dipped to the floor of the sea and tethers used to connect the two. By so doing, several challenges will be overcome, including deep sea pressure, surface collision with ships as well as heavy waves. This distance is safe also for possible rescue operation, in case there is an emergency in the tunnel. A cylindrical design has been adopted by the design since cylinders have inherent strength against wave forces, by reducing reactive resistance. The heavy pontoons that house the train are postulated to have a thick casing that is cylindrical in shape. A special vessel will transport the pontoons to the sea and facilitate their submersion as well as connection to the extended tunnel using special fastening screws and adjoining. Tethering will then be done onto an immersed anchor that sits deep into the sea floor. A continued extension of the tube will facilitate the completion of the tunnel from America to Europe. 1.2.4 Alternative Designs Besides the suspension design that is currently advocated for by many engineers, there were two other designs that were postulated for the same. The first postulated tunnel type was in the form of a seabed drilling process that characterized traditional tunnel construction. On an account of the involved difficulties, this proposal was later rejected. These difficulties included the huge depths of the Atlantic Ocean at some points as well as the presence of submarine mountains. In addition, major earthquake prone regions posed a threat to the successful traversing of the tunnel. In earlier versions of the tunnel design, a different approach was envisioned by constructing the transatlantic tunnel on the surface and eventually submerging it into the bottom of the ocean. This design was likewise rejected on intricacies that revolve around hydrodynamics in a huge water body such as the Atlantic Ocean. Pressure of the huge water column possessed by the Atlantic Ocean was identified as a threat to the form of structure to be submerged. It is alleged that the materials proposed for use by the tunnel cannot withstand the huge pressure exerted at the bottom of the sea. Besides, human beings cannot perform the construction functions at the bottom of the sea due to the high pressure. Any rescue operation in case of an emergency would almost certainly be in futility since the destructive nature of the pressure could be hazardous even to the rescue teams. 1.2.5 The Project Several issues are involved in the design of an appropriate system that is able to overcome the challenges expected in the Atlantic Ocean. By making some of the most difficult decisions regarding the safety risks and costs incurred, engineers are determined to deliver a suitable Transatlantic Tunnel. The most disturbing questions that the engineers have had to solve regarding the project touch on the route, source of money, resistance, risks as well as the benefits. This section of the report discusses some of these underlying intricacies that designers have been compelled to solve. 1.2.5.1 Route Several routes were considered for various reasons, but one route is particularly preferred for the same. In order to ensure that the tunnel traverses the huge distance form America to Europe in less than hour, several factors are considered to arrive at the preferred route. Cost and safety are among the most important considerations made by designers. Whereas a straight and direct route could be shorter and economical for the project, safety considerations could prop up due to the earthquake activity along the straight route. The risks involved in the project must be closely quantified to ensure that the massive investment made does not get compromised deep into the actualization [13]. According to Sirohiwala, Tandon and Vysetty, the most applicable route that the project will consider is the route that avoids some challenging geographical conditions in the Atlantic Ocean. Following well researched calculations of distance and appropriate route, engineers have been able to find out the route that passes through Iceland and some parts in south Greenland from London then reach New York from the North Eastern side to be suitable [14]. Despite extra costs being incurred for the drilling of the land sections in the connecting regions in the north, this route design has been able to overcome adverse results likely to be encountered in the deep ocean regions with earthquake activity. Besides, extreme weather conditions found in the northern hemisphere around Iceland and Greenland pose a challenge to the continuity of the project in the regions. However threatening this proposed route appears in terms of extreme temperatures to the north as well as drilling necessity, the corresponding challenges of the alternative route are also considered. In view of the challenges encountered by avoiding this route, earthquakes are much more of a risk when taken in comparison. Unexpected destruction to the system poses as a more serious and potent threat to the project than the former mentioned risks. In addition to destruction, deep ocean pressure factors also cause a huge setback to the implementation of the project. When considered in comparison, drilling and harsh weather factors encountered in the preferred route are less potent costs than what would be needed to counter the high pressure in deep sea. It is projected that the pressure exerted by the water column at deep sea could cause serious trouble to the integrity of the system. The cost likely to be incurred for such materials that can withstand the huge pressure as well as carry out the construction works that deep is very high. Maintenance could consequently be expected to carry a very huge cost element and risk when compared to the drilling procedure. 1.2.5.2 Air Resistance Train transport faces some resistance from the air, just like several other forms of transport. In top speed models, a streamlined front end has been adopted in design to overcome the resistance. The introduction of the vacuum considerably reduces the drag. The design of the tunnel must also be responsive to avoid natural drag designs. Aerodynamic drag is particularly common inside a tunnel than it is outside a tunnel. Aerodynamic drag is experienced accompanied by pressure waves that travel as fast as sound and gets altered as the train gets introduced into the tunnel, changes its velocity as well as when cross-sectional aspects of the tunnel get changed too. Fluctuations in pressure penetrate the train where aural discomfort is experienced by the passengers. Generally, confinement of the environment around the train causes changes in the aerodynamic system of the tunnel. At the thin end of the tunnel, the amount of pressure changes is determined by how long the tunnel and the train are as well as by the entry time taken before a second train enters the tunnel. To determine the amplitudes of the aerodynamic pressure variations involved, speed, nose geometry as well as blockage ratio are used. Bearing in mind that the Transatlantic Tunnel is a very long Tunnel, it is predictable that a maglev system will contribute very large amounts of pressure variations and possible discomfort. Aerodynamic drag is also characterized by the directly proportional relationship it has with power consumption. Air resistance is usually reduced by about eight times with a reduction of velocity by half. This means that the power consumption varies with proportion to speeds cube. In view of the other factors involved in resistance, size and shape of the head with regard to the degree of streamlined nature also determine power consumed. It is therefore a common design across train models proposed for the Transatlantic Tunnel having a streamlined shape. There is a general challenge posed by aerodynamics of a top speed train that uses a tunnel. The flow of the air at the exit of the tunnel is usually at a very high velocity that is about ten times more than the ordinary requirement of a smooth ride [15]. 1.2.5.3 Investment (Funding Parties) Apparently, the issue of funding and the most important partners has not been at a critical and determinative stage. Project enhancement proposals have only been circulating without a mention of how the funds could be secured: However, by the look of the benefits that the two main continents and the entire world stand to gain in case of a successful implementation, funding should be forthcoming. Perhaps what is needed is a strongly convincing organized lobby platform to ensure that stakeholders are brought on board. States incidental to the project are however expected to play a key role in the overall funding requirements of the project. This implies that the US, Canada and Britain have a more direct funding role to make for the project than any other state. Direct benefits expected from the use of the tunnel are likely to compel these states to make the investment in anticipation of the same. However, their willingness and therefore the prospects of the realization of the project will depend on the level of their satisfaction that the engineering work done delivers. It is expected that the investment opportunity that the project avails could attract attention of a regional funding due to the creation of the trading blocks that have characterized continents such as the EU. The EU is largely an economic block that taps into unexplored opportunities on behalf of the member states and such a lucrative project could have direct funding from the block. However, just as individual states would demand the ascertaining of certain project reliability score, the EU could also work on assessments to ensure sustainability of the project. The ball goes back to the engineering field to carry out as much research and development studies as would constitute an irresistible offer for funding during lobbying for funds. Alternatively, private sector investment and funding for the project cannot be left out. With evidence of some major investments being solely undertaken by the private sector, the possibility of contributions into this project cannot be ruled out. Commercial activities that the private sector will anticipate to achieve upon completion of the project will spur interest which is consequently likely to avail funding. Development partners of the involved states are likewise in the list of likely funding source based on commercial benefits that they would obtain from the project. 1.2.5.4 Challenges and Dangers Ocean currents are one of the challenges that the tunnel would have to be prepared to withstand. Across the Atlantic Ocean, very strong current waves exist for instance the Gulf Stream. Structural oscillation design will need to be very strong such that the tethering system adopted will take care of the swaying motion of the storm. Relating the suspended tunnel to suspension bridges, motion occasioned by wind and water has been found out to be catastrophic. Major suspension bridges such as the Tacoma Narrows Bridge have been brought down by strong winds and a similar phenomenon can be expected from strong ocean currents for a suspension tunnel. Suspending the tunnel in water will necessitate the use of deep sea anchors that will ensure firm tethering. Bearing in mind the depth of the ocean occasionally goes to nearly five miles, the possibility of achieving firm tethering into the sea appears evasive or a cumbersome design. Besides the technical requirements that the project will need to facilitate anchorage to such depths, the materials quantity and quality that can facilitate this project are almost unimaginable. In view of the distance and possible design consumption, it is estimated that around one billion metric tons of steel will be needed. In addition, the ocean floor where the tunnel will traverse is almost certain to encounter some region of earthquake vulnerability. In view of the hazardous effects of earthquakes to engineering projects, the inevitable encounter with such factors make the project one of those marred with uncertainty and challenging circumstances. In addition to exposure to earthquake challenges, the geography of the ocean floor through which the tunnel will traverse presents daunting route choice technicalities. Despite there being several options of possible routes that the tunnel can pass, each of the options has its unique set of challenges such as the most economical distance. About 3,000 miles of distance across the ocean stand in the way of the projects success. The long distance from North America to Europe will require consideration of the most applicable route and what point of initiation or termination to design the project. Besides the issue of the route, the project demands a massive construction material that requires the world supply. For instance, from the beginning to the end of the project, available world steel production capacity will be highly beleaguered. Whether the needed materials demand will be estimated and stored in such reserves as would be capable of sustaining the project remains a strategic oper ation challenge. The continuity of the project will face several challenges among which weather will appear to impact heavily. In the recent weather patterns, severe winters have been experienced in Europe and North America and across the Atlantic Ocean. Temperatures way below the freezing point will certainly affect the rate of project progress during winters. Together with the distance complexities, other factors such time will therefore act as an impediment to the projects desire to be expeditious. Estimates of the duration of time needed to complete this project stand at a staggering one century or more. High speed trains designated for the tunnel transport require very high levels of stability. To achieve very high stability as required could pose as a threat since very little breaches could severely damage the system. Most faults in an engineering project depend on the level of stability flaws. Besides the anchor and tether system that the tunnel design adopts, speed inside the tunnel needs to be enhanced for better stability. One of the proposed ways to achieve top speed for the train is through the creation of a vacuum. To achieve a vacuum over a relatively shorter distance has proven to be an uphill task for engineers; how to achieve this over a large distance such as from America to Europe is even unimaginable. How to achieve top speed for stability purposes appears to pose the most potent challenge. 1.2.5.5 Advantages a) Energy Tunnels Maglev systems are environment friendly and highly save on energy due to electrical energy consumption .The system appears to be shielded from the controversial oil energy sources of energy. Usage of nuclear energy will not only save money but spaces utilized for fuel carriage. b) Maintenance Ordinary railway and road transport particularly experience heavy wear and tear costs which are not encountered in maglev systems. Basing maintenance costs on wear and tear occasioned by contact, it will be less expensive to maintain a system where no contact is experienced. c) Speed Among the most striking features of the proposed train model, speed is by far the best. These train models can achieve speeds of up to 500 kilometers per hour. Business will be enhanced between Europe and America to supplement to the sea and air transport systems. d) Weather While compared to several other modes of transport, tunnel train transport tackles unfavorable weather in a dramatic way. Inside the tunnel, weather based hindrances to operations of the train are not expected. Poor weather conditions such as visibility and snow cannot affect the flow of the train at its top speed. e) Cost of Operation Since train transport is generally cheaper when compared to some other modes of transportation, costs of operation are considerably expected to reduce from America to Europe. This is so despite the capital initialization of the project which might be higher than any other project done before. f) Capacity Trains have a higher load capacity than many other modes of transport, including air transport. Achieving a supersonic train model would by far outdo major huge aircraft models such as the Concorde, which is not operational today due to several factors [16]. 1.2.5.6 Disadvantages a) Time. Proposals might be very appealing to the eye but the amount of time required for the completion of the project act as a major hindrance. It is estimated that over at least a century lies between the proposal and the actual implementation of the project. b) Distance To construct and transport materials from the mainland to the construction site may prove to be an onerous task for the engineers. Distance for movement of labor and materials will act in hindrance to the projects implementation. c) Cost Despite the relatively lower cost of production, there is a high certainty that the project will be the highest in history of engineering works. It is estimated that labor, materials and other logistic costs will need more than one financier for the project. According to a similar project study carried out by the Norwegians, cost was the only hindrance [17]. d) Construction Conditions Construction across the large Atlantic Ocean will have to face serious weather challenges including freezing temperatures as well as strong winds and currents. The most appropriate route will have to be chosen to overcome this challenge, which may appear to be expensive. Deep sea construction of the tunnel will be faced with high pressure that demands for specialized machinery instead of human beings. e) Geography As mentioned before, geographic issues will be encountered by the construction of the tunnel, demanding drilling to supplement to the suspended model. Drilling will be necessitated by over-land sections encountered in the cheapest route choice. This will not only affect the pace of construction but also change the design of the train. f) Emergency and Rescue In case of adverse hitches in the operation of the top speed train, it will be impossible to perform a rescue operation. Other transport systems are easily accessible for rescue operations than in sea transport, worst scenario being a submerged system such as a suspension tunnel. g) Risk Uncertainty As it is currently with major civil engineering works, measurement of risk involves several issues, with some having collapsed more than once. Collapsing of such a massive construction could not be ruled out completely, bearing in mind the existence of several hindrances to the system. h) Passenger Comfort Sudden acceleration and deceleration leaves an unpleasant feeling in the body of the passengers. Since the Transatlantic Tunnel is designed on a very high speed platform, sudden acceleration changes will be expected to be an unpleasant experience for the customers, unless more time is allowed to facilitate adaptation of the body. 1.2.6 Project Feasibility Checking is likely to feature the feasibility aspects of the project, technology, economics, law, operation and schedule. Whereas relevant technology is likely to be within reach for such a project, clearly outlined requirements of the project are yet to be prepared. Maybe by the time the project reaches critical stages of implementation, such details will be availed. In the current information and technology age, anything is virtually possible since all the relevant information is within reach [18]. In terms of economics, it can be said that the possibility of the project reaching a successful end is quite remote. Legal frameworks are not a major hindrance since similar projects have taken place but at a lower magnitude. Operational feasibility is likewise uncertain, having several loopholes in the coordination of the research as well as funding intricacies involved. With regard to schedule, the project is unfeasible as it is, since time expected for completion is over a century. Within the span of such duration of time, several options would have propped up making the project obliterated and unnecessary. Efficiency of the project is also uncertain due to the challenges expected ahead. Whether there is a need for such a project is a question that could be argued favorably or not. However, as it currently stands, it is needless to embark on the project. Conclusion Transatlantic Tunnel will remain to be one of the greatest civil engineering ideas of the human history. Despite the challenges that the project presents to engineering designers, it can be done, but at a very high cost. The speed of the train could challenge investors to quicken implementation since the benefits of the project will proportionately flow speedily. No matter how interesting the project seems, time factor and cost act as the major hindrances to its implementation.

Thermal Energy Conversion Essay -- physics energy power renewable powe

The demand for an efficient renewable energy source is a driving force in ongoing research. Thermal energy conversion is one such potential source that is under constant investigation and has endless avenues of possibility. The two requirements of energy production are efficiency and renewability. Many possibilities exist for energy production including: Fossil Fuels (natural gas, oil, coal, oilshale), nuclear, solar, wind, geothermal, biomass and wastes, & hydroelectric. Efficiency of the use of these resource are directly related to the location and the demand in that location. For example Hawaii is a prime candidate for the use of the oceans mechanical wave action, the thermal gradient of the ocean, wind, and biomass from the high levels of plant growth. The demand for another energy source comes from Hawaii's dependence on oil that has to be transported there. Ocean Thermal Energy Conversion Ocean Thermal Energy Conversion(OTEC) is the utilization of the energy stored in the world's oceans by the thermal gradient created. The thermal gradient is the difference of the surface temperature of the ocean that is heated via solar energy and the water at depths of significantly colder temperatures. This thermal gradient is the energy source that is converted to usable energy by OTEC plants. The idea for using the oceans thermal energy is credited to several visionaries including Jacques D'Arsonval, a French Engineer, in 1881. The temperature difference needed for an OTEC plant is about 36 deg F (20 deg C). Temperature differences of this amount are readily available in many locations in the world. The areas depicted in red on the above map produce the best areas for OTEC sites due to the stablility of warm weather throughout t... ...ntially be exploited for one of the municipalities that stand beside the pipeline? Arctic North Slope Borough - 179.2 mi. Fairbanks North Star Borough - 89.1 mi. City of Delta Junction - 5.5 mi. City of Valdez - 20.8 mi. Could the pipeline at least help to power one of the ten pump stations located along its winding path? It is not likely that the heat exchange in either of the two above systems would produce a sufficient enough amount of energy to produce electricity. The temperature of the oil as it is extracted is approximately 160 Â ° F and the flow temperature approximately 140 Â ° F. These temperatures need to be maintained for the oil to remain in a viscous enough state to be transport with some amount of efficiency. This inquiry into the potential use of excess heat being produced as a by-product does however open the door to other possibilities.

Impressions of My Antonia :: My Antonia Essays

Impressions of My Antonia My Antonia has been called nostalgic and elegiac because it celebrates the past. The inscription on the title page of My Antonia is a quotation from Virgil: "Optima dies... prima fugit." This sentence, meaning "the best days are first to flee", helps incorporate all the elements of the novel I would like to discuss. It not only makes clear that Willa Cather will deal with memories of a glorious past, but also allows suitable basis to show how nature can change and affect a relationship. It also hints at the Hellenic, to a large extent pastoral tone the novel will be set in. A pastoral work retreats to an ideal rural setting. Jim Burden not only goes back to the prairie, but more importantly, he retreats to the innocent days of his very first memories. While this reflects on the focus of the paper, I will use two characters, Jim and Antonia, to illustrate these issues, and show why they make this book such a delightful work of art. My Antonia is told from the point of view of Willa Cather's fictional friend, Jim Burden. He writes in the first person, and his use of the pronoun "I" makes you feel his personal involvement. The point of view is immediate and subjective. Looking back on his memories, he knows what is eventually going to happen to the characters. He persuades you to sympathize with all of them. His perception, being broad and persuasive, sets the tone for the whole book. What is the purpose of having the story told by Jim Burden thirty years later? From that perspective he can present with great clarity and tenderness the highlights of his memories. A man of the world, he is reinvestigating his values. Jim Burden sets down everything the name of Antonia brings back to him. Antonia represents to him the most fundamental, traditional way to lead one's life, including the virtues of hard work, charity, love, optimism, pride, and sympathy with nature. The prairie makes one think of the forces of nature--immense, cyclical, and unpredictable. When Jim Burden arrives on his grandparents' farms, he is awed by the sight of "nothing but land." His parents are both

What the Genome Revolution Could Mean for Me and the Rio Grande Valley :: Argumentative Persuasive Biology Essays

What the Genome Revolution Could Mean for Me and the Rio Grande Valley With technology advancing more quickly than even our own minds can comprehend, the effects of these advancements cannot be measured in our time, as they are just beginning to reveal themselves. Nowhere is this more evident than in the world of biotechnology, where researchers are changing the way people look at themselves as individuals with imperfections. The newly mapped human gene sequence provides scientists with the tools needed to manipulate, 'fix', or alter the human genetic code to create a person with any specifications desired in a human. Just the idea of a person engineered to specific criteria boggles the mind with questions about the implications on society, not to mention the unforeseen consequences that could lurk in the nearby future. In a world as populous as today's, the sense of self, rooted within each person, becomes more important than ever. As time passes with more hi-tech advancements, people will have to deal with the outcomes of the human genome project, some of which can be investigated before work begins on implementing research into everyday healthcare and others that still wait to be stumbled upon. The first problem includes the laws of all types, including those that have yet to be passed concerning the use of DNA in altering negative characteristics and adding favorable ones. First, developers must explore the ethical law that asks whether it is morally correct to change what it is that makes us people: the fact that we are all different and have flaws, and maybe these should be cherished rather than changed. If everyone was the same, we would become like ants, just one of a million, and lose the meaning of us being here: sharing different ideas and personas that enrich our lives and give us fulfilling relationships. Does making similar people interfere with the law of nature, which before now was the only factor in determining who we are? Then comes the legal matters that appear with the application of this knowledge. When people alter the natural cycle of life that has been in place for millions of years, there are going to have to be rules in place so that this sensitive data does not fall into the wrong hands, become misused, or have the huge negative impact on society that it has the possibility of having.

Ariel Case

Segment of Detergent : Ariel (Washing Powder) Selection of target Group for Ariel : Families Preference for Selection: Less competition, high customer base, resulting in high business opportunity and growth. In the following case of Ariel when the product was launched, there was a Perception amongst customers that the detergent cake would give better whiteness. HUL and Nirma were the leading brands and competitors of Ariel. When Ariel entered the market the researchers believed that Ariel will be successful because of its extensive formula.It is a low risk involvement product. But because of its competitors ariel had to advertise its product relating it to the Indian household. Consumer here behaves as a Value Maximize, not just a problem solver. Various Problems that influenced the consumer buying behavior were : 1) The family values. 2) Habit of using a particular brand. 3) Dominance of mother in law . 4) Price of the product Product Differentiation: Consumer might feel buying the product that is unnecessarily differentiated, or its distinctive features do not add much value to consumer lifestyle or status.Conspicuous: this is the risk related with social aspects. What society might perceive is the risk of consumer. Psychological: this risk is associated with consumer’s own personality. Whether the detergent will be value for money. All these risks would lead the consumer seriously involved in Ariel buying decison. And thus, he would follow â€Å"Cautious Buying behavior† for buying Ariel. The decision making process would therefore involve all the necessary steps, emphasizing on each step separately. Marketing strategies for each step are significant to ponder on. 1. NEED RECOGNITION:-Need recognition for the TG selected for Ariel would be automatic. All families who want to see there clothes to be the most cleanly washed and without much effort. Therefore, the problems that Van would solve are: †¢ The problem of white clothes getting pale . †¢ The problem of extensive scrubbing of clothes. †¢ Status in the society. Marketing Strategy at this stage: †¢ To advertise the product in a way that changes the perception of the consumer. †¢ To advertise through a demo of a pale white shirt washed in Ariel and coming out to be bright out after a wash in ariel. To Give an act of the household involving the mother in law and daughter in law relation and the difference in choice. †¢ To attach a catchy jingle to the product. †¢ To distribute free samples. †¢ Mouth Publicity 2. INFORMATION SEARCH :- If we consider the time when Ariel was launched, we find that it was different from then prevailing detergents. Internal Information for consumers consisted of two brands: HUL,Nirma So, consumer was subjected to Double Information Processing Job when Ariel was launched. Consumer wanted to receive every kind of information about the product. Marketer Strategy at this stage: To provide all distinctive fe atures of Ariel through print media advertising and emphasizing on its spacious quality that is perfect for a family to use. †¢ To let the TG know that ariel is value for money product, its advanced technology and better formula. Company should promote the brand through central route to persuasion i. e. it should give logic in its advertisement to amplify the superiority of its product over the other brands available. 3. EVALUATION OF ALTERNATIVES:- Since buying Detergent is a low involvement decision making process therefore the consumer would try to thoroughly evaluate the brand on various parameters like Cost †¢ Features †¢ Fragrance †¢ Quality 4. PURCHASE DECISION In executing a purchase intention, the consumer may make up to sub decisions like brand,Quality,Loyality towards the regular brand. Marketer Strategy at this stage: In the initial stages Ariel did not attract many customers. So it decided to advertise it’s product by showing a relationship be tween the old and new of working. So they made an add in which they focused on convincing the mother in law to change her perception of the product which she has been using and adopt new better technology.

New Product Launch

NEW PRODUCT de provided UB GROUP SOFT DRINK bedim COMPANY OVERVIEW United Breweries Limited (UBL) has off-key undisputed foodstuffplace place leadership with a guinea pig market place sh be in excess of 50%. Th grating a process of aggressive acquisition and market brainwave, The UB gathering today breaks 60% of the entire manucircumstanceuring capacity for Beer in India. The flagship check, Kingfisher is now exchange in over 52 countries general having received m both(prenominal) ac weeddes for its prime(a). MACRO-ENVIRONMENTAL ANALYSIS governmental Factors The political forces affect the beer effort to a large completion.The rates of the beer in discordant parts of the coun savour be affect by the taxes and duties applied by the Govt. The political forces as well as affect the set of the beer by lowering the duties or deregulating the dissemination channel. This leads to lower margins for the distri preciselyion channel partners. solely, as 75% of the Ind ian market is cover by two players, in that respect hasnt been a reduction in the margins of the manufacturers. The revenue policies also affect the us term patterns. economical Factors India is home to nearly one-sixth of the globular world and is one of the most lovable consumer markets in the world today.The numerate worth(predicate) of Indian Beer Market is Rs 750 crore. This market is expect to expand by 39% by 2010. The beer consumption has been developing at a CAGR of 7% over last society twelvemonths. India provides attractive profit margins due to the merge constitution of the industry. Various question studies find shown t lid a rise in the income levels has a direct positive effect on beer consumption. The National Council for Applied Economic look for (NCAER) projects Indias actually rich, consuming and climbers classes to grow at a CAGR of 15 per cent, 10 per cent and 2 per cent respectively.Thus, India transcends ample opportunities for the UB Group t o grow. societal Factors A deep-seated traditional cordial aversion to inebriant consumption has been a traditional feature of the Indian society. However, as urban consumers become more expose to western life styles, through and through overseas give-up the ghost and the media, their attitude towards alcohol is relaxing. Social habits argon low freeing a trans im seasonation as tangled boozingables atomic number 18 becoming more popular. The greatest evidence of this trend is the incr move in beer consumption among women.More and more women ar consuming beer the penetration in metropolitan atomic number 18as is almost twice as blue as the penetration in some early(a) large cities implying that the greater tolerance towards alcohol consumption in metropolitan beas facilitates the consumption of beer. With increase urbanisation, this acceptance is only passing to rise. As a consequence of the last birth rates prevalent until the 1990s, a large proportion of the Indian population is in the age chemical group of 20-34 age. This age group is the most appropriate organise for beer marketers. This population trend impart give a farther boost to the harvest-time of beer consumption in India.Technological Beer industry is not technology specialized. As the UB group is one of the oldest players in the market, they hold in achieved economies of scale. Thus, scientific factor is not of great immensity for the beer market. SWOT ANALYSIS PORTERS FIVE FORCES MODEL Threat of unsanded Entrants Low In India, beer industry is growing with 11% CAGR making it attractive for refreshing players. material bulls eyes want Kingfisher and Haywards which are already established and ware virile bell ringer recall go away strike it tough for naked entrants and they are evaluate to struggle to expand their consumer base as they try to penetrate the beer market in India.Foreign brewers have been eyeing the Indian market for some years now since In dia is wide acknowledged to be the last untapped big growth market. Several internationalistic brewers have built brand associations and are market their brands aggressively through heterogeneous point-of- sale promotions throughout their statistical dissemination networks. But with quick players in the market some(prenominal) new entrant result establishment problems of a) Economies of scale For utilization benefit associated with loudness purchases and gross sales defecate in high spirits barriers to the national and global markets ) Cost of entry For example investment in technology, be associated with sales c) Distribution channel For example ease of access for contentions d) Government Legislations -Introduction of new laws king weaken have adverse make e) Differentiation For example certain brands that advisenot be copied f) Supplier proponent Possibility of forth integration by provider negociate power of suppliers Low Due to increasing courts of new(a) material and diminish exist of barley suppliers, bargaining power of suppliers was high but by doing retroflexed integration, done by acquiring Maltex Malsters Ltd. and break their ingatheringion of beer on malt the connection has achieved a hold on its raw material and considerably reduced supplier strength and dependency. Company has also entered into collaboration with Government of Punjab and Haryana for supply of its raw material. dicker power of purchasers find out This factor nebs the extent to which clients are successful in forcing tolls down, or securing high tint or more service at the akin price. Customers lean to be powerful when the quantities they purchase form a large portion of the sellers total sales.Buyers do have a in truth clear understanding just about the quality and as at that place are very a few(prenominal) players in the market the customer roll in the haynot influence the price in any signifi assholet way. But while this is sur e a decline in expendable income shifts consumer preferences away from subvention brands to lower-priced brands since the switching costs is low. Due to this the bargaining power of buyer tends to increase. Threat of substitutes Moderate India is predominantly a spirits market and beer has traditionally been a minority preference for those who consume drunkenness alcohol.Therefore substitutes are the biggest threat as preference for beer among alcohol beverage drinkers is less(prenominal) but also the low penetration in beer consumption in coincidence to international levels offers the potential for substantial and sustainable growth in demand for beer in India for years to come. Rivalry amongst Competitors Low to Moderate Rivalry is the means through which competitors flake for vista by using maneuver such as price, competition, advertisement battles, and new point of intersection introduction, to lower the profits of competitors in the industry.As stated to a high(pren ominal) place CAGR of 11% is expected for beer in the next 5 years due to which many MNCs are eyeing the Indian market. Currently the major(ip) rivals for Kingfisher bountifulness are Budweiser, Carlsberg, Foster and Tiger and for Kingfisher Strong its Hayward 2000, Hayward 5000, Palone. SABMiller who came to India by acquiring downhearted breweries and has made its hold as popular strong beer brand but relieve Kingfisher has managed to re main(prenominal) the largest-selling strong beer brand with 29% market share. There are also some small local players hat are in the market but are not more of a threat to Kingfisher. STRATEGIC FIT OF bedim WITH UNITED BREWERIES GROUP The UB Group (United Breweries Group) is a multi-faceted conglomerate with business interests in deglutition Alcohol, Pharmaceuticals, Media, International Trading, Aviation, Fertilizer, Research & organic evolution, and Infrastructure Development with a major focus on the brewery (beer) and torrent beverage s industry most of which is marketed under the Kingfisher brand. UB Group is already planning to act into the mineral water section via the Kingfisher Himalayan Water label.Thus strategically opinion dapple will be a perfect fit in the UB Groups expansion plans. In fact introduction of a squashy drink will make UB Group manifest in all versions of drinks and will be a wonderful way to happen out to customers who admire the Kingfisher brand but do not consume alcoholic beverages. Launching haze over will be a form of line generation and will help it respond to customers needs favorably. If we see the attributes of cover, i. e. adventure, energy, playfulness and the Hat Ke attitude it is very much in sync with the existing brand image of UB Group.haze over being a modest drink, it is very necessary to check into proper diffusion of the harvesting. This is where UB Group kitty drop its core competency of having a strong distribution network and cashbox upon its rep utation regarding the stringent quality control measures it bring home the bacons. Also if we look at the diffuse drink market, the only direct competitor of dapple is cud Dew and the market for soft drinks providing the set of benefits as Mist is in a growth set up. That makes it a perfect moment to introduce a drink like Mist under the Kingfisher brand name.Considering the sync between Mist attributes and Kingfishers brand image, we stub also use the events held by the UB Group like the Derby, Kingfisher Calendar, IPL matches , functions like the Incredible India Party held last year at Cannes and the TV channel NDTV wide-cut Times to increase sensory faculty about Mist. It can make use of the play and Bollywood stars already associated with Kingfisher brand to endorse the reaping and help build a strong connect with its loyal customers. Added to that serving Mist in the Kingfisher Airlines will be a reat way of making future customers try out the drink. PRODUCT INTRODUC TION Mist is a soft drink that is being launched by UB group under Kingfisher brand. It is a citrus flavoured drink and unlike separate soft drinks, it is more carbonated and has high levels of caffeine. MARKETING STRATEGY SEGMENTATION demographic Segmentation 1. AgeA consumer needs and wants change with age. indeed this sectionation is important for this product. On the background of age, we can divide the population into the pastime categories a. 6-25 years b. Teenagers c. 25 years and preceding(prenominal) 2. Gender This is an important segmentation since both genders behave and respond antitheticly to same situations. Geographic Segmentation This segment principally refers to the location of the segments. For our product there will be three segments. a. Urban b. Semi-Urban c. campestral PsychographicSegmentation Here different groups are identify on the stand of personality traits, lifestyle or set. The following segments can be formed a. Excitement, stake seeking, R isk lovers b. health Conscious . Rebellious d. Fashsionable and stylish For our product, we can begin with demographic segmentation. These segments would be further divided using psychographic segmentation. The product is soft drink, but we will not go in for mass marketing and preferably print based on psychographic segmentation. The range would also be different from those of already existing soft drinks. TARGETING Evaluating the to a higher place segments on the parameters like Measurable, Substantial, Accessible, Differentiable and Actionable, the manoeuver segment for MIST would be Individuals (both genders) in age range 15-29 in urban areas (this is because the promotional activities would be focused on urban areas only). Based on market research data, we decided to target people who nip excitement, adventure and fun. Reasons for choosing this target segment are Our market research showed us that there were primarily five different target groups in the market. There w as considerable posture of opposite soft drinks in the other target groups. Also in urban areas there are very few individuals in the age group 15-29 years who have not heard of Kingfisher and so this would be our target age group.This segment in India is substantial and would be profitable. Kingfisher already has large distribution networks for selling its other products in urban areas. Hence there would be little cost of adding distribution channels. It is also easier to involve people from the same age group in various promotional activities and also they are good accessible through internet. So it would be easier reaching across to them. POSITIONING owing(p) Attributes Offer from the Kingfisher brand Higher price for perception of agiotage quality and remainder Available only in represent cans Invigorating effect due to higher caffeine Tingling taste and relish Selective availability in retail outlets, pubs, clubs, discos and other socializing places Values Ad venture Seeking Thrill Different from competition Aspiration for youngsters to be associated with Kingfisher brand. Competition potentiometer Dew As compared to Mountain Dew, we will position MIST as an exclusive brand and it will only be in stock(predicate) through selective outlets.We are going for value-based offering that is premium in nature due to higher quality and reflects the set of aspiration for Kingfisher. bump and Pepsi Both century and Pepsi are brands that differentiate themselves on the basis on the endorsements eg. Pepsi targets the youth market through endorsements from young celebrities. Price is not a discriminating factor between these two. We shall foment a higher price as compared to Coke and Pepsi and put forth quality as a prime business organization while manufacturing MIST.This should help us differentiating from Coke and Pepsi since they have had troubles in the past regarding their quality. Media do work Extensive promotion schemes across dif ferent media (using teasers, events and web portals) Advertisement frequency Brand endorsement Based on the above factors, our positioning of Mist vis-a-vis its main competitor (Mountain Dew) and other similar quicklime and lemon flavoured drinks (Coca cola was also include as a reference) has been quantitatively show in the cobweb diagram below. some(prenominal) of the attributes are 1. Ingredients Mist is an augmented product over other citrus flavoured drinks, being packed with higher carbonation and caffeine. So, we rated this attribute above the other drinks. 2. Awareness As Mist is a new product to be launched, we cannot gauge its awareness. However, we intend to bring it to the craved level based on our all-inclusive promotional hightail it which will be explained in the Marketing Mix. As of now, awareness is being measured based on the current awareness level for Kingfisher. 3. handiness Unlike the extensive mass distribution and availability of the other drinks, w e intend to have a selective distribution for Mist. 4. infrigidation This is based on the amount of infrigidation required and the level of service habituated by the companies by providing refrigerators. As Mist is selectively available, we intend to provide refrigeration facilities at all points of sale. This refrigerators will be small and exclusively for Mist. It will have eye-popping displays labelled with the title Mist and will be painted in its colours. MARKETING MIX PRODUCT operative Great taste Ity Quench famish Features Invigorating effect due to higher caffeine Tingling taste and chilliness Appearanc Available in Stylised cans E PRICING Competitor based price The price of a can of Mountain Dew and other soft drinks is Rs. 20. We may fill to price it higher than this since we are not going in for mass marketing but rather selecting a specific target segment. Cost Based pricing Cost Based pricing is con stituent(a) to establish the lowest point of a new products price range.By accurately analyzing cost per unit and taking into depend a margin that corresponds to the lowest competent return on investment, companies can posit a new products floor price. If the market cannot support this price, then the company mustiness reconsider if the product is feasible. If we take the major cost components as manufacturing, advertising and distribution we can come to a rough estimate of the variable cost of Mist. This will not include the costs associated with machinery installation, R & D of the product and other associated outstanding expenses. This shall be collected through role per can. Using estimates for the major variable cost components we take i. Advertising Cost per can Rs. 8 10 ii.Manufacturing Cost per can Rs. 4-5 iii. Administrative Costs and other overheads per can Rs. 2-3 iv. Distribution Costs estimated to be Rs. 1 per level Therefore the total cost of producing one c an comes out more or less to be Rs. 17-19. Value Based determine While some benefits have values that can be readily quantified, others such as brand reputation and premium are more difficult to measure and must be probed using market research. Since we are positioning Mist as a premium brand it should be priced higher than its direct competitor (in this pillow slip Mountain Dew) in order for the target group to it as a premium brand. Since a can of a cola costs Rs. 0 then we will price it at Rs. 24 (we are trying simultaneously to take reinforcement of bundles of five pricing and have the customers discern it as a premium brand). As shown by the market research, customers are instinctive to pay more for a product like Mist. Moreover, considering the aspiration value of the product and the parent company, we have decided to follow value based pricing. PROMOTION check to the positioning of the Mist, a promotional campaign will be designed to create awareness and pull in the ma rket. AIDA ride will be followed for the promotional campaign. The steps taken in each stage will make consumers to Think, feel and do.