The Impact of Architects and Industrial Designers on The Building Process †Cost Planning Essay

The Impact of Architects and Industrial Designers on The Building Process – Cost Planning Essay Free Online Research Papers The Impact of Architects and Industrial Designers on The Building Process Cost Planning Essay The following objects is to identify the cost ‘strategy’ which the Architects or Industrial designers, have an opportunity and an obligation to confront these issues. Architects and industrial designers can have a huge impact, not only in the design of the building (impaction to the residents, developer and environment), but also in the design process (impaction to the cost and regulatory requirements). According to Ferry, Brandon and Ferry (1999:26), the purpose of cost planning is not only to obtain minimum standard, but to budget correctly and spent effectively. These programs of cost strategies should comprise the cost planning, the selection of materials incorporates with the innovative technologies and the planning of the design process. A careful study of these needs which will be examine later and thereby indicate the balance between constraints and opportunity of building that can be achieved within a given cost limit. (Article 1) mentioned that affordable housing is often associated with ugly, high-rise project isolated from surrounding neighborhoods. However, despite of achieving low-cost targets, as architecture of public housing, it would also need to concern about comfortable, efficient, dignified and humane. Despite of initial capital cost, buildings need to be maintained, repaired and so on which will continue to cost money and inevitably, from time to time it might even consume unexpected rise of expenditure. In this case study, ‘whole-life costing’ will be used to describe a form of modeling technique to cope with this mixture of capital and running costs. The advantages of the whole-life method, especially when dealing with low-cost in relation to affordable housing enable us to consider the long-term implication of a decision, and to provide a way of showing the cost consequences of short-sighted economies. Nevertheless, Ferry, Brandon and Ferry (1999:64) argues that it could bring disadvantages as the future cannot be forecast or just only a pure guess especially the cost of maintenance. Nevertheless, there are two fields where whole-life costing techniques could work very well in this task. That is; 1. In dealing with shorter-life assets, such as building materials and electrical equipment, where foreseeable energy consumption, maintenance and renewal programs generate much of the future costs. 2. Where both the present and future costs are equally real, that is the maintenance program for a major installation where the money is coming from the same organisations can be planned accordingly. To sum up, the forecasting of running costs of a building will often be useful when dealing on a relatively short-term basis with energy-consuming systems and building maintenance program. The initial costs and operating costs (maintenance costs) are required to determine in order to achieve cost efficiency, hence cheap and reliable materials such as green materials are needed. Spiegel and Meadows (1999:15) states that ‘Green building materials can help recapture lost profits by mitigating potential liabilities and by reducing waste’. In addition to mitigating economic losses, using green building material could responds to a growing market demand for organic, nontoxic, earth-friendly products across the board. Moreover, base on this (articles 2) Architects should pursue the use of green roofs, daylighting and recycled materials. Obviously, inefficiency of water and energy will produce waste. Waste costs money and exists at every stage of a product’s transition from a raw material through manufacturing, transportation, and use. In order to cut the waste and reclaimed lost profits, recycle materials would not only cut down the initials costs but als o earn high marks for resource management such as recycle wood that could stop deforestation. Further more, Spiegel and Meadows (1999:31) state that the recycled materials performed just as well and were cheaper than processing virgin materials, so why not using green materials? Chemicals commonly found in many building products. Those with multiple chemical sensitivities (MCS) would suffer headaches, asthmatic attacks or even lift-threatening. More or less, this would cause the organisations especially ARAFMI to pay extra medical bills which would reduce the operational efficiency. Therefore, using green building products especially fabricated from nontoxic and natural can improve indoor air quality (IAQ) contaminants. Innovative technologies today such as low watt florescent light, multistage dish washers, and low flow fixtures could also help mitigate economic losses due to waste. Indeed, Energy efficiency and water conservation will be improved. To conclude, operational savings can accrue not only from energy efficiency and maintenance procedures, but also from substantial increases in worker productivity. Despite of using green materials, this project could integrate shelters with social services and high-quality design. (Article 3) mention that the best way is to create a space called â€Å"supportive housing†. That is, by creating a single-room-occupancy (SRO) which could pull all the on-site services and facilities together under one roof. This method not only could create a community-friendly environment (collocating 10 organisations together), but also providing a better operational efficiency (less building materials and easily organized). In order to create a room, (SRO) that could meet every functional requirements, some suggestion such as translucent partitions and sliding doors could maximize the space and natural light within the space. Some affordable housing architects also believe that flexibility of space is essential regardless of zoning. Organizations such as Youth Advocacy centre, Brisbane Youth Service Inc. and PRESCARE require higher social interaction and c apability to adjust and changing community needs. These organizations could provide on-site services and facilities at the community services building. Such on-site services include healthcare and job counseling that could teach life skills and link residents with job and education opportunities. Other facilities should also be provided for disabled such as ramps and ergonomic products. One of the (articles 4) state that affordable housing should incorporate new dwellings into larger mixed-used developments, that is featuring rental units and commercial space such as natural foods grocery store and child care center into one building. Developers gain benefits for their tax credits applied to the building site and thereby reducing rents and allowing more to be spent on construction. Residents not only could meet the needs of low-income issues, but also have this opportunity to interact with the whole communities and access to social and retails services. With a rise in sustainable building, green materials, many housing advocates believe that green creates better living environments that improve the long-term performance of affordable developments. To summary, the mixed-used development is not only to bring a healthier and better located housing to the disadvantage people and environment but also benefits for developers and funding organizations alike. For instance, Spiegel and Meadows (1999:13) state that by simply locating deciduous plants on the south and west faà §ade could shade the building during summer and allow sunshine in winter due to natural leaves fall. Spiegel and Meadows (1999:13) also state that with the selection of indigenous plant material rather than decorative hothouse species could reduce municipal water requirements because native plants are appropriate to the climate. It is easy to maintain and doesn’t need extra water and care. This could not only enhance the cost effectiveness (less labor required to create the service) and the process efficiency (as native plants could adapt with the native environment easily), but also create products and processes that are environmentally beneficial to the human environment. According to Ferry, Brandon and Ferry (1999:139), the building shape has its major impact on the areas and sizes such as walls, window, and so on. These impacts would also directly proportional to cost-effectiveness. According to Ferry, Brandon and Ferry (1999:143), tall buildings minimize land costs in relation to floor area, but they are invariably more expensive to build than low-rise buildings. For instance, tall buildings require a high standard of fire-resistant construction and practicable escape arrangements. Furthermore, many of the above factors will also influence the running and maintenance costs such items as window cleaning, repainting and repairs to the faà §ade will all be much more costly then similar work to a low-rise structure. Therefore, low-rise buildings would be the most cost advantage incorporate with the given constraints of the site. According to Ferry, Brandon and Ferry (1999:144), three-storey building could not only attain the low costs possible (three -storey maximum might not necessary require lift supports and minimize land costs in relation to floor area), but could also save an enormous sum of materials (one roof will be serving two or three times the floor area and the walls or frame will be capable of carrying the extra load with little or no alteration. With affordable housing design, organization such as DVCONNECT and Smith Family could provide a save emergency accommodation and better supports for children and families living in financial disadvantage. List of References Ferry, D., Brandon, P. and Ferry, J. (1999) Cost Planning of Buildings, Victoria: Blackwell Science. Spiegel, R. and Meadows, D. (1999) Green Building Materials: A Guide To Product Selection and Specification, Canada: John Wiley Sons. (para 1)Architecture, April 2004 v93 i4 p89(1) Affordable Housing: Designing an American Asset. (Exhibition)(Brief Article) Deborah K. Dietsch. http://80-infotrac.galegroup.com.ezproxy.cqu.edu.au/itw/ infomark/368/513/67014111w5/purl=rc1_ EAIM_0_A115759606dyn=14!xrn_3_0_A115759606?sw_aep=cqu (para 23) Architecture, April 2004 v93 i4 p30(2) Give them shelter: for pioneering affordable-housing advocate Rosanne Haggerty, good design is hardly an extravagance. In fact, it pays for itself. (Practice) Anna Holtzman. http://80-infotrac.galegroup.com.ezproxy.cqu.edu.au/itw /infomark/368/513/67014111w5/purl=rc1_ EAIM_0_A115759566dyn=11!xrn_4_0_A115759566?sw_aep=cqu (para 4) Architecture, April 2005 v94 i4 p29(2) Changing the formula: mixed-use developments with affordable housing components are becoming more popularto the benefit of everyone involved. Katie Gerfen. http://80-infotrac.galegroup.com.ezproxy.cqu.edu.au/itw /infomark/368/513/67014111w5/purl=rc1 _EAIM_0_A131434964dyn=5!xrn_1_0_A131434964?sw_aep=cqu Research Papers on The Impact of Architects and Industrial Designers on The Building Process - Cost Planning EssayOpen Architechture a white paperNever Been Kicked Out of a Place This NiceThe Project Managment Office SystemIncorporating Risk and Uncertainty Factor in CapitalBionic Assembly System: A New Concept of SelfLifes What IfsThe Effects of Illegal ImmigrationTwilight of the UAWAnalysis of Ebay Expanding into AsiaResearch Process Part One

Human Resource Management Concepts based on Case Study

Human Resource Management Concepts based on - Case Study Example This is generally known as person specification (Preston, 2011). It includes the minimum requirements with respect to skills, qualifications, attributes and personality traits deemed suitable for the job. Any non conformity to this description or any deviation in the actual requirements may lead to mismatch in the aspirations of the applicants and finally leads to increased turnover. The second step of selection and recruitment process is the interview and test (Preston, 2011). These are basically used to determine the qualititative and quantitative aptitude of the applicants and understanding the fitness of the applicant in the organizational culture. This policy is quite important as it tests the fitness of the candidate in the workplace and ultimately leads to reduced turnover when the candidate is a perfect fit. This also gives candidates a chance to understand the job requirements and helps them evaluate the suitability of the job for themselves (Rees and Smith, 2014). Thus such a recruitment policy where both employers and prospective employees understand the each other leads to reduction in turnover rates. Thus staff turnover is highly affected by the type of recruitment and selection methods that a company uses. The recruitment and selection policies of the organizations should be so designed so as to ensure the matching of the aspiration of the employees at the same time must be profitable for the employer too. There are several advantages of recruiting new employees through the job experience day. The first advantage being that this approach helps new applicants understand the job requirements better through hands on experience of the job. In a traditional interview or test type format where the candidates can only imagine the type of job they are applying based solely on the job description provided (Preston, 2011), in the

Compare and contrast the relative competitiveness of small firms and Essay

Compare and contrast the relative competitiveness of small firms and large firms - Essay Example However, there are numerous definitions for the firms among various economists; and researchers are still on their efforts to study more on the competitive factors between large firms and small firms. Small firms Small scale firms are privately owned and operated business undertakings, classified on their characteristics like small number of employees and lower turnover. They usually occupy only a tiny segment of the market place where they are operating. For the purpose of simplifying the accounting requirements, section 382 and 465 of the Companies Act 2006 defined the Small and Medium sized firms on the basis of the amount of business carried out by the company. They define, â€Å"a small company is one that has a turnover of not more than ?6.5 million, a balance sheet total of not more than ?3.26 million and not more than 50 employees† (Small and medium sized enterprises, 2011). Large firms Large firm is often considered as an economic cluster of large profit-making corpor ations who have the ability to directly influence the social and political policy. Large firms are usually identified on the basis of national ranking rather than their actual size. They have many advantages in the market which the small firms do not possess, such as the flexible pricing policies. They are capable of changing the price at frequent intervals. Rebecca Hellerstein and Pinelopi Goberg (cited by Derby, 2011) write that large firms are changing their products’ prices more frequently than the small firms do, and by smaller amounts. Competitiveness Competitiveness is a word having numerous definitions. Here we will take the business aspect of competitiveness into account. Chikan (2006, p.46) gives one of the most acceptable definitions and it says, â€Å"business competitiveness is a competence of the company that allows the company to provide products and services for customers within the standards of social responsibilities, that (i) are preferred to the products and services of other competitors and (ii) provide profit for the company† (ed. Reine, 2009, p. 179). Competitiveness is considered to be a multi-dimensional perception. This term has a three diverse but interconnected stages; firm, industry, and country level. And we are concentrating on the firm level competitiveness. As both firms are taken into consideration, growth is an important point and is a performance measure that gives and additional vision of the strength and competitiveness of the firms. Firms can benefit in many ways from the competitiveness, if exploited efficiently, which includes higher efficiency in the market, improved power, capacity to withstand the changes of environment, higher profits, and enlarged prestige for the firm. The competitiveness exists not only depending on the associationalism of firms but also determined by the alliance between the local businesses and governments. Not many other economic factors have gained attention as ‘competitiv eness’ has done. Competitiveness is used often to deal with any aspect regarding the market performance. The most important factors affecting the competitiveness are, product quality, capability towards innovation, being able to adjust easily according to customers’ need. Price competitiveness As we talk about the price competitiveness between the small and large firms, the most disputed issue that comes to the surface is predatory pricing, a practice implemented by the large business firms, which offers massive discounts to the consumers. This

The Relationship Between Force Velocity And Power Physical Education Essay

The Relationship Between Force Velocity And Power Physical Education Essay In many sporting activities it is particularly important for success and when it happens the body is considered to have the ability to quickly accelerate from a resting position. As most daily and sport activities involve the generation of force through ranges of joint movements it is important to understand the relationship between the force, velocity and power of the movement. The concept of a force- velocity relationship was based on the research performed by A.V Hill on the muscle mechanical model (Hill, 1938). Based on his research the force velocity relationship is described as the amount of force generated by a muscle as a function of the speed at which a muscle length is shortening by stimulating the muscle under isotonic conditions. At a fastest speed of shortening the muscle generates the lowest force but when the speed of shortening decreases the force output of the muscle in concentric contractions increases that maximum force occurs. However as the load on the muscle continues to increase the speed of shortening will decrease due to the load becoming greater than the ability of the muscle to generate enough force to overcome the imposed load. Small loads enable the muscle to react with high shortening velocities and heavy loads require most of the cross-bridges for lifting the load rather than accelerating it. 2 The other relationship to consider is the power velocity relationship. Power is the rate at which a muscle can produce force and is defined as a product of force multiplied by velocity. The peak power that a muscle can generate increases rapidly as velocity increases until it reaches speeds up to 200 300 degrees-s-1, when velocity increases beyond these values the power output of the muscle declines due to the reduced overlap between actin and myosin filaments. Peak power is also related to the fiber type composition of the muscle. Muscles that have a greater percentage of fast-twitch fibers generate a greater peak power than muscles that are mostly composed of slow-twitch fibers because fast-twitch fibers contain higher ATPase activity than slow-twitch therefore ATP is broken down more rapidly. For athletes who engage in sports involving brief spurts of high power the explanation of the force, velocity and power relationship shows that these athletes generally contain a higher per centage of fast-twitch muscle fibers than slow-twitch. Basketball is among the most popular sports internationally. It is a dynamic game with intermittent high intensity exercise that incorporates frequent sprinting, rapid and repeated sudden changes in direction and jumping. These actions require adequate leg muscle strength and anaerobic power that are frequently required during critical episodes of the game. Jumping is the most dominant act performed by a basketball player as it plays a part of various defensive (blocking, rebounding and stealing)and playing offensive ( passing, shooting, lay ups and rebounding) manoeuvres during practices and games. When under real game situations are not only required to perform numerous high jumps but they have to perform them in a competitive and demanding environment against the opposing team. Not only are they required jump higher they also have to jump higher than their opponents in a given defensive or offensive situation. As a result it is one of the desired goals of basketball players, rega rdless of their playing position whether it is a guard, forward, or centres, to improve their jumping ability in addition to them achieving a high level of competence in the other defensive and offensive plays they have to perform during the game. A number of studies have assessed vertical jump heights in basketball players and come across mean values of jump heights ranging from 24.8cm3 in one study up to 48.2cm4 in another. However most studies have found values that were above 40cm. For female players they can have values of 22 48cm and male players 40-75cm1. Also from one of the studies they found that vertical jump heights improved after part taking in plyometric training and when just taking part in resistance training alone the results showed that there was a lack of improvement in jump height but was a significant improvement in strength. The purpose of this investigation is to look at the relationship between force, velocity and power by taking part in commonly used resistance exercises the flat bench press and dumbbell squat jumps. Also to design a training session for a basketball player to improve their fitness in the aspect of power. Method The participant that volunteered in this study was a 21 year old male student studying level 2 sport at Sunderland University and plays for the universitys basketball team. The student is 5ft 10 inches and a weight of 71kg. The subject was informed about the procedures and demands of the study and signed a written consent form which was approved by the ethics committee at the university. As the subject is a basketball player they are regularly involved in team practices and matches and have had some experience in weight training as trains for strength 3 times a week. Flat bench press The protocol for the flat bench press is that the subject was well warmed up and stretched the relevant muscles before beginning the exercise. When ready to perform the exercise the subject would assume a supine position by lying with their back on the bench, once comfortable on the bench theyd then grasp the bar slightly wider than shoulder length with a closed grip. The spotter waits for the subject to give a signal for them to help assist in moving the bar off the supports. All repetitions started from the position of the bar resting lightly while touching the chest with the subjects elbows flexed. From the start position the subject pushes the bar upwards until the elbows are fully extended and then lowers the bar to touch the chest and not bouncing off it while keeping the wrists rigid and directly above the elbows. The subject will first perform 5 repetitions with the bar unloaded and then increase the load to 10kg each time until they can no longer lift the current load. For t his exercise it was important that two spotters were positioned at either end of the barbell (but not too close to distract the subject) and that they kept their hands in a position close to the ends of the barbell. The spotters also paid close attention to the subjects forearms and the barbell especially when the subject was experiencing difficulties in completing the repetitions. When following the bar they kept their back flat, knees, hips and torso slightly extended when spotting the movements. Velocity, force and power was measured using the Globus machine by having a line attached onto the end of the barbell ensuring that it didnt interfere with the movement. Dumbbell Squat jumps The subject performed a warm up for 5 minutes by cycling at 60 W on a cycle ergometer and then practiced performing squat jumps in a controlled manner with no mass. The athlete squats down until the knees are bent at 90 degrees with weight distributed evenly over both feet which they maintained for couple of seconds and have both arms by their sides with some light bars. The athlete then jumps up vertically as high as possible by applying force as fast as possible and then land back on the floor with both feet landing at the same time. On every squat jump the mass should be increased by 5 or 10kg increments until the subject is unable to perform a controlled squat jump. Every time the squat jump was performed the force, velocity and power was measured using the Globus system by attaching the line onto the end of the dumbbell. The subject also had 2 spotters supervising them while performing the squat jumps making sure there was minimum risk of injury. The data from both exercises were then presented on the computer and then plotted into force, velocity and power curves. Fig 1Results Presented above in figure 1 is a graph of the force, power curve. The power curve is shaped like an inverted u and can see where the maximal amount of power of the muscle has peaked. From the graph power has peaked at 535 and decreased after this point. The subject lifted up to 90kg during the exercise but his maximal power was obtained at 40kg so 45% of the subjects 1RM is at 40kg. Dumbbell mass (kg) Total mass (kg) Velocity Force Power 0 75.1 2.64 1819 3270 10 85.1 2.1 1010 1720 28 93.1 1.76 971 1397 34 109.1 1.2 957 970 44 119.1 1.11 940 850 54 129.1 0.8 731 517 Fig 2 Above in figure 2 is a table of the results from the squat jump test. From looking at the first score we can see that there was a significantly high force being generated for the jump and resulted in the high amount of power but when the load was increased the amounts of power within the jumps seemed to decrease. Discussion From the results collected in the study the maximal power was found to occur at 40% of the subjects 1RM and compared to other studies it confirmed these results. The reason why the squat jump power scores are low could be down to jump not using any stored elastic energy in the musculotendinous unit due to it being too slow to allow potentiation from the stretch reflex because of there being no eccentric phase. To help improve jumping ability it may be beneficial to see whether plyometric training would be better instead of regular strength training as Plyometrics training involves lower loads and fast explosive movements using a prestretch or counter movement that involves the stretch shortening cycle and are related to skills relevant in the game of basketball. The purpose of plyometric exercises is to increase the power of subsequent movements by using both the natural elastic components of muscle and tendon and the stretch reflex. Plyometric training can increase muscle power by the explanation of two proposed models mechanical and neurophysiological. In the mechanical model elastic energy is stored in the musculotendionous unit by the result of a stretch during the eccentric phase of a movement and when followed by a concentric muscle contraction the stored elastic energy is released and increases the total force production. The neurophysiological model involves the stimulation of mus cle spindles at the eccentric phase caused by a rapid stretch and making a reflexive movement action meaning when the concentric phase happens after there is increased muscle recruitment. Also the stretch shortening cycle employs both the storage capabilities of elastic energy and the stimulation of muscle spindles from the stimulation of stretch reflex. I think the basketball player would benefit greatly from a Plyometric training session as they are required to jump repeatedly throughout the game for rebounds, defending, shooting. By taking part in a mixed upper and lower body session the player would have the ability to produce more force in a shorter time when jumping giving them the chance to jump higher. Training Session Plyometrics training Warm up

Positioning Background Essay

Beginning of Positioning Positioning term This is awkward. Why not â€Å"The term positioning†¦Ã¢â‚¬  started in 1972, when Ries and Trout wrote several articles about â€Å"The Positioning Era† for the trade paper Advertising Age. It because ? familiar when more than 1000 speeches have had been given about Positioning among 21 different countries around the world to advertising groups. In addition, more than 150,000 copies of the â€Å"little orange booklet† were distributed which reprints the Advertising Age articles. (The Battle for your mind, 3) This paragraph has awkward wording. Also, check your tenses. What does Positioning Mean Many authors, professors and experts came up with the meaning of positioning; despite their differences they all have the same meaning. According to Ries and Trout (date) Positioning is not what you do to a product, Positioning is what you do to the mind of the prospect (Book). Explain further. Similarly Jack Trout defines Positioning as to know how to grammatically wrong differentiate yourself from your competitors ( Paper). While Kotler (date) mentioned in his book as is the way that consumer defined the product on important attributes and how the place of produce in the consumers’ mind relative to competing products. (Armstrong & Kotler page 185)   This entire sentence is confusing. Rephrase it or break it down into several sentences so the idea can be better understood. after reviewing other authors definitions , we came up with our own definition so we can describe positioning as creating and designing a remarkable place in the market for certain product to be kept in the target market’s mind in order to increase or maximize the potential benefits. (Orange book, 172), (Red Book, 237), (Kotler Book, 310) There are missing articles here. Check grammar. The content is good and the idea is presented well enough. Importance of Positioning Going through several researches and books about Positioning strategy has shown how this strategy is playing an important role in the marketing. Implementing Positioning method gives the reason to buy your product rather your competitors’ product as Trout mentioned in his article (You have to tell your story as to why you are different or better). (The business Time Singapore) Another role of positioning is that, if a company does a great job pf positioning the market will not get confused and it would be much easier for the company to do the rest just by taking it from the positioning strategy such as the marketing planning and differentiation.(Kotler Book , 310)In addition, positioning really help the companies to produce differ and unique product from current and potential competing product, which can attract the target market in a positive way. Beside that, although there are continuous stream of advertising, customer would accept only the product that stuck in their mind due to knowledge or experience http://www.quickmba.com/marketing/ries-trout/positioning/. Also, concerning to the main point of positioning which is based on differentiation as Ries and Trout view it as a creative strategy must be taken for an existing brand in an overcrowded marketplace. . ( tree book , 193,194)   Check nouns that have to be pluralized. Grammar is wrong in certain sentences. Also, the first sentence is very confusing. Try breaking the ideas down into different sentences. Being successful is very easy when the product is well known and has a significant place in the market, while it could be very difficult if there is no major a little difference between the products. Therefore the succeed of firm’s positioning efforts is really very important. ( tree book , 193,) , This is similar to what is mentioned in to Trout & Al Ries book ( The Battle for your mind) , which is the easiest way to get into the consumer’s mind is to be the first , while being the second is nowhere.( The battle for your mind /19,21) Positioning Steps There are several steps to be followed in order to use Positioning strategy , which is mainly not about create new product , but its about manipulate with what’s already up there in the mind.( The battle for your mind , 5). But positioning steps can differ from author to author, as a result of that positioning step for two different authors will be explained below in order to came up with the summitries and difference: Walker & Boys Positioning Steps Walker and Boyd subtract the main steps from Ries and Trout books, articles. So any company who wants to reach the required position for its products and evaluating the new strategies for positioning a new entry, there are 8 steps outlined should be follow. These steps can be followed are very applicable as it can be use for product and service in any area. Here are the steps below: Identify a relevant set of competitive products: In this stage, marketers should make a positioning analysis, which means knowing the customer‘s opinion about certain products that can satisfy their basic needs and knowing our product’s competitors. But in order to know the products position in the market, marketer should use the positioning map (It called sometimes the perceptual map, its an excellent tool to know the brand position very well, it shows the position of new product with its competitors) which was the idea of Richard A. D’Aveni that came up several years ago. The market research is very necessary in this stage in order to get customer perception of the new product concept comparing with the same produce that have the same attributes. http://www.hbsp.harvard.edu/hbsp/hbr/articles/article.jsp?articleID=R0711G&ml_action=get-article&print=true Here is the example of positioning map: Two suggested criteria are used in order to make the judgment and the criteria are Fast delivery, limited or wide choice and comfortable environment. Then several brands are used in the map regarding how it position in the consumers’ mind considering the criteria. For example of that MacDonald is position as the fastest delivery service but limited choice unlike Caff Nero. This doesn’t mean that certain brand is better than another, it’s just that each brand is different and has special attributes. http://media3.bournemouth.ac.uk/marketing/10branding/05position.html Identify determinant attributes: Basically, positioning is really based on several attributes .But theoretically the consumer’ choice can be influenced by a small amount of features or benefits, because the greater number of features use for positioning a product, the greater the chance of confusion or even disbelief will be according to Trout & Al Ries (if you try to be all things to all people, you wind up with nothing). So, narrowing the focus of your expertise would be better in order to establish a unique position as specialist. (Battle for your mind, 195) However, using one or more features for position a product would really make the consumer recognize to attach that features with the product .So, the main attributes are: Features: It’s mainly used for physical product like the fastest or quietest product. Benefits: It’s the same as features which means it related to the product in direct way such as Volvo’s known on its safety and durability. Price/Quality: as Wal-Mart position itself as the lowest price seller of quality product and it has been very successful with that. Country or Geographic area: which means the product name include the name of country producer such as French wines and Russian Vodka. Determine consumers’ perceptions: In order to create perceptual map, marketers use several tools to collect and analyze customer’s perceptions about competitive positioning of alternative products used as Multidimensional scaling (MDS) which refer to several statistical techniques that are usually used in data visualization in order to identity the similarities and differences in data. While the Discriminate analysis it’s a statistical technique that used in marketing when there is only one dependent variable but several independent variables, it looks at the responses to the questions asked about the product attributes and underlining dimensions. http://www.indopedia.org/Discriminant_analysis_(in_marketing).html http://en.wikipedia.org/wiki/Multidimensional_scaling In this stage, the attributes should be identify by analyst in order the consumers use it to evaluate the product and service in the same category. Then, determine the best attributes that have been chosen by the consumer among all the brands. Therefore, this stage basically is about how the consumer’s positions the competitors in the market. Analyze the intensity of a product’s current position: Some brands might be recognize by consumers , while the others are not exits in the consumer’s mind .As a result, unknown brand would defiantly not occupy a position in the consumer’s mind. So, in order to acquiring an intense position, the first thing to do is building a brand awareness which must be associated with some concepts relating to the purchase decision strongly. But to reach an intense position, you should develop the relationship between the brand and few numbers of attributes. However, there are some chances that brand can gain a positioning intensity like when there are limited brands control certain a product in the market and consumer’s minds, so it’s not wise to competing head –on against the leaders on the basis of attributes by competitors because it’s not effective regarding Al Ries & Trout in their book (If you proposed position calls for head-to head approach against a marketing leader, forget it. Its better to go around an obstacle rather than over it . Back up .try to select a position that no one else has a firm grip on). A better option is to focus an attribute prized by member of given market segment such as targeted women and young families by Ford Windsatr minivan, as it has been introduce since 1994 with a successful advertising campaign which really helped to compete the leading minivan seller Dodge Caravan.( The Battle for your mind , 195) Analyze the product’s current position: In order to know if the brand occupies a strong position on particular attributes, marketer should make a lot of marketing researches and analyze by using some techniques such as Multidimensional scaling, discriminate analysis and perceptual positioning map. The perceptual positioning map would really help (see appendix 1) as a small distance between two brands shows that brands are considerable alike while the greater distance refer shows brands are being very different. So, the intensity of competition between the brands alike is much greater than the others. But always try to position your product in an empty space, being the first is the easiest way to get into a person’s mind due to Ries & Trout. (The battle for your mind, 19) In addition, the perceptual positioning map provides great information about position opportunities such as launching new brand or repositioning. It could be done by finding an empty space in the map which shows no store is exiting or located currently. But finding space or gap empty might be regarding couple reasons like technical constraints which will be impossible for any brand to attain. Determine consumers’ preferred combination of attributes: This stage is mainly about what are the most important attributes for consumers, so there are many different ways the analyst can be use to measure the customer preferences and make them involve in the positioning analysis. For example of that survey which can be answer by the consumer to know their opinion of the ideal product or brands within a product category. So, respondents can know what consumer wants by rating the ideal product and exiting products on number of attributes. Other option is not only to rate the similarity between couple of brands available in the market but also explain their degree of preference for each. For both cases the analyst, who use the suitable statistical techniques, will defiantly know where to locate the respondents, ideal point relative to the position for different available brands on the product space map. Define market positioning and market segmentation: To well define the market segmentation, the difference in the seeking benefits by different kind of consumer should be considered. Because regarding the difference of ideal point by consumer, reflects different benefits they seek. So, the market positioning analysis can defiantly classify the differences between the market segments and the unique position for different brands. If the consumer’s ideal point divided in two or more location on the product space map, it considerably defines each as different market segment. According to the analyst is that each cluster represent by circle the induce most of the ideal points for the segment and the size of the circle shows the relative proportion of customer within a particular segment. So, by knowing the customer preference in different segments together with the awareness of the existing brands, analyst can figure out three things like how strong is the competitive between different brands in different segments, the intensity of the competition between brands in a given segment and the great chance for getting a differentiated position within known target segment. Select a positioning strategy : In the final stage, where it comes to answer the question where should certain company position a new brand or repositioning, so there are two things should be based one choosing the strategies which are market target analysis and result of market positioning analysis. When choosing the position, it should match the preferences of specific market segment and considered the positions of current competing brands. Other aspects should be considered also such as the attractiveness for target market, strengths and weakness of competitors as well as the required cost to maintain these positions. There are seven different positioning strategies, which can be chosen based on how to reach its marketing objectives: Monosegment positioning: It’s about produce a product and makes a special marketing program to the preference of a single market segment. This strategy considered as an advantage for the brand within the target market, but it won’t gain a lot of sales in other segment. The best use of this strategy with mass marketing. Multisegment positioning: This strategy produces a product that attract different consumer from different segments. The features of this strategy are very attractive as its offer higher economies of scale ,smaller investment requirements, avoid dispersion of managerial attention .The best use of this strategy when the individual segment are small. Standby positioning: it’s not a wise to switch of using Monosegment and Multisegment, so using several brands that each one positioned to serve only one segment’ needs, although if it increase the total market share. So, there is a possibility to use Monosegment strategy when they have to do so. Therefore, standby strategy is prepared plan that include product specifications, product attributes as well as details for the marketing program which will be used for new product position   . Imitative positioning: It’s the same as the head on strategy, where a new brand position itself the same as or slimier of it competitors. Using this strategy can be suitable sometimes, when a new brand’s firm has distinctive advantages beyond positioning such as better access to channels of distribution. Anticipatory positioning: It’s considered as evolution strategy that can match the segments’ need. Its appropriate when new brand doesn’t not expect a fast acceptance and popularity. Adaptive positioning: It can be used in certain period in order to reposition the brand to satisfy the new segment’s needs. Defensive positioning: when a company occur strong positioning in the market with a single brand , it uses its completive   strategies and introduce a new additional brand in the same position and segment. David & Aaker Positioning steps: Regarding David A. Aaker & J. Gary Shansby , professors of marketing at the University of   California , they have introduced six steps for developing a positioning strategy : Identify the competitors : List the competitors in number of ways in order to have primary and secondary groups of competitors. For example of that grouping other diet cola drinks, all cola drinks, all soft drinks, nonalcoholic beverages, all beverages. Another way is the development of associations of product with use situations, such as asked about the appropriate beverage for the snack, then asked more specific question in order to have a list of use beverage resulted. Also, the other group will be asked which beverage is suitable for which situation, and the beverage that ranked as for the snack, it will be compete primarily with the appropriate beverage for the snack. This would really help in knowing and identifying the competitors although the market research is not used. Determine how the competitors are Perceived and Evaluated: In this step the buyers are the main resources as they are the target market, so for example the first question will be to identify the two most similar brands from a set of three competing brands and the reasons for being this two similar and different from the other .Next, respondents would be asked which of the tow you prefer and why. After that, using logic, judgment or factor analysis in order to remove all the extra points from the list. The final step is to identify which brand is the most important to respondents. Determine the competitors’ portions: In this stage, we are going to know how each competitor include our entry position itself in the market with the respect for each other. Multidimensional scaling can be used because its purpose is to scale objects on several dimensions. So, simply to ask a group of our target market to scale the various objects on the product association dimensions. This is the same as the perceptual map, even though it has some major disadvantages such as unfamiliarity with some brands, difference among respondent. Analyzing the customers: Understand the customer and know how the market is segmented would really help I knowing how to choose the best positioning strategy. Of course there are many questions should be asked in our mind such as what is the behavior of our target , how the product’s role play in the customer’s lifestyle †¦etc. A very important approach for segmentation is benefit segmentation which refers to the benefits of product or the product association that customer believes how it’s important. So, in order to know the rate of product association, customer can be asked to know their judgments or their point of view about the ideal brands which will be combination of the entire customer’s preferred product association. Customers are then will be divided as group defined by product association. However, having different group would really help to ask each group what they like about it the brand and how they can describe it. Then , the result will show if it need an improve for the brand’s image by more understating for the lifestyle of segmentations, behavior, income and many other things in order to target the segmentation well. Making the Positioning Decision: There are four steps should be considered before taking the actual positioning decision: Positioning usually implies a segmentation commitment: which means that before the decision is made, the commitment in focusing on certain segments should be made in order not to turn back on to seek potential buyers as well as not be constrained by the reaction of other segments. An economic analysis should guide the decision: basically, there is tow factors should be depending on the potential market size X the penetration probability. Attracted a sizeable segment by a positing strategy is considered as one implication for the structure. In addition if group of customers are attracted to there brand, it should have worthwhile market share to begin with. Also, if new buyers attracted to the product class, an assessment should be done to the potential size of that growth area. If the advertising is working stick with it: having a good advertisement campaign that can represent or reflect the brand image as it required is the key of good advertising , no matter how long it has been shown because the value of consistency through time cant be overestimated. Don’t try to be something you are not: sometimes it’s tempting to decide on a positioning strategy that exploit a market need or opportunity, but assume your product is something its So, test the product in order to ensure it deliver what it promises and compatible with a proposed image. Monitoring the Position: the positioning objective should be measurable like any marketing objectives, therefore in order to evaluate the positioning and get information about future positioning strategies, it’s very essential to monitor the position consistency. For example of that Hamburger Helper used personality test. Compare between 2 authors Even though Trout & Al Ries are the main founders or creators of Positioning, they did not write about specific steps for Positioning, but others professors and authors extract the steps from their articles, books and lectures among the years. So, there are different number of steps are mentioned by different authors, but overall they aiming for the same purpose. So, a comparison will be made between Walker and Boyed (W &B) & A. Aaker and J. Gary Shansby (A & J) in order to clarify the similarities and differences. First of all, as can be seen from the report above that W &B mentioned or talked about 8 steps for using Positioning strategy, while A &J summarize their steps into 6. Both W & B and A & J talked about Identifying the competitors, which A &J mentioned it in both step 1 and 2, the first step is where to list the competitors while in the second step knowing the consumers opinion about the competitors’ products. But, W & B instead of that recommend to use the perceptual map in the first step as it in order to know the product’s position regarding its competitors. In addition, W & B recommended to use the perceptual map in the first step to know the consumer’s opinion about certain product that similar to yours based on two suggested criteria. Using the perceptual map is very informative as it shows our competitors, beside that the consumers’ opinions about them by rank them in different places. Both if them W & B and A & J talked about the same point in the step three which is Knowing the competitors position in the market, although each one talked about using different tools as A & J recommend to use Multidimensional scaling and W & B recommended to use Multidimensional scaling and Discriminate analysis to create the perceptual map. They recommend to use the Discriminate analysis when there is only one dependent variable but several independent variables. However, step 4 for A & J is about Analyzing the customers, while for the   W & B they talked about it in steps two, six and seven. Al though their are different in title but it has the same purpose which is knowing what customer preferred attributes for the product in order to provide it in the product. A & J not only use this step to know customer’s preferred product association but also use the consumer’ answers or result to improve the product’s image. The same thing for W & B but they use the result for getting better differentiated position within known target segment .Also, W& B recommend to use different tools to be involve in the positioning analysis such as surveys in order to know the consumer’s ideal brand attributes. As for the step four according to W & B its Analyze the intensity of a product’s current position, this is also mentioned by A & J in step six but not in details because they focus more in monitoring the position in the future. Both of them talked about evaluate the position of our product and how strong the position is regarding the competitors. In addition W & B gave some solutions in order to acquiring an intense position. On the other hand, the final steps for both of them are quite different as W & B talked about several different strategies that should be chosen from based on how to reach its marketing objectives, while step 5 for A & J is giving the process for how to take the positioning decision considering many other aspect in order to choose the right and most suitable strategy as they don’t consider choosing the strategy as a step because I think following all the steps they mentioned would make the strategy choice much easier. Hotel Positioning    Hotel considered as any product or company that aims to attract customers, by position itself in the right place. Having a unique market position would boost the market share. Therefore, the argument here is how to make the travelers to book our hotel rather than other’s properties, which is known as market position. The Hotel position must provides several attributes that guests needs and wants. There are two perspectives can be evaluated the hotel brand’s position which are the brand’s management and guest. First the brand’s management should have several concept or plan of the hotel’s intended position and what it will offer to be different than its competitors. As for the guest, the hotel should provide what it does promise. http://www.allbusiness.com/marketing-advertising/segmentation-targeting/537095-1.html However, to establish new hotel brand there are many questions should be answer such as what position you already own due to overcrowded society with very strong hotel brand like Sheraton, Hilton†¦etc. So, it’s very easy to work with other brands out there during the positioning strategy according to Trout & Ries (The battle for your mind, 193). This means, knowing how people in the UAE see Al Dar and try to apply it in the hotel rather than taking other places because it would be very hard especially who has a very long history in the hospitality industry. Review Don’t use â€Å"So† to start a sentence. Check your subject-verb agreements. Your sentences are mostly too long. Although you clearly have a good grasp of the content, the presentation is confusing. Don’t try to cram all your ideas into one sentence. The citations are not MLA style. Check for missing articles and for misplaced articles. Some wordings are awkward and need to be revised. Although the outline and the flow is clearly well thought out, you need to be more academic in your writing. Don’t shorten your words. Use â€Å"It is† instead of â€Å"It’s†. Where you are more comfortable using simpler words, do so. Avoid double negatives such as â€Å"doesn’t not† Grammar is badly in need of editing. There are a lot of unnecessary words that just make the lengthy sentences confusing. Instead of using â€Å"For example of that† why not â€Å"An example of that is†¦Ã¢â‚¬  Say â€Å"with respect to† not â€Å"with respect for†. An â€Å" ‘s† indicates possession or ownership while simply adding an â€Å"s† indicates plurality. There are a lot of instances wherein the two are confused for each other. Check the verbs. Know when to use gerunds and know when not to. â€Å"Cant† is different from â€Å"can’t† There are instances where â€Å"there† is used when it should be â€Å"their†. Also check for missing linking verbs. The paper gives the reader the idea that the author understands the concepts very well. However, it does not give the reader much insight as to what those concepts are. One can easily get lost in the long sentences. The grammar and tense problems also add to the confusion.

Mason

Mason Gupte English 10118 Paper 3 The recreational use of cannabis should remain illegal in the United States of America. Cannabis, or marijuana, is a highly dangerous and addictive drug that not only leads to physical harm, but is a drug that if legalized, would inadvertently encourage the use of drugs among teenagers and adults all across the country. In recent years, the country has witnessed an increase in popularity in what is known as â€Å"medical† marijuana.Although it’s viewed today as a medicine and something that is offered to help patients in America, the positive aura being created around the drug is something that should be considered extremely alarming. The more people become accustomed to the idea of marijuana being acceptable, the more likely it becomes that a serious push for the narcotic to become legal could happen. Legalizing marijuana for recreational purposes would be detrimental for numerous reasons.Scientists have discovered enough about the act ive chemical in marijuana called delta-9-tetrahydrocannabinol, or THC, to allow us to understand that is a substance that should not be tampered with. When a person burns marijuana and starts to inhale the smoke, the THC in the plant quickly passes from their lungs into their bloodstream, which transports the chemical to the brain and other organs throughout the body. THC acts upon specific parts of your brain, called cannabinoid receptors, which then triggers a series of cell-based reactions that lead to the dangerous â€Å"high† that user will experience (www.DrugAbuse. Gov). These receptors are found in parts of the brain that affect pleasure, memory, thinking, concentrating, sensory, coordinated movement and time perception. While a user is under the influence of marijuana, they are prone to chronic overeating and tend to show little to zero effort in any activity they attempt. The use of marijuana can also lead to distorted perceptions, impairments, difficulty solving pr oblems, and further complicate the person’s ability to learn new things and hold memories.Research has shown that, in chronic marijuana users, the drug’s adverse impact on the subjects learning and memory can last up to days or weeks after that person has allowed the effects to wear off (www. DrugAbuse. gov). The majority of marijuana users who are asked about their habit will respond with something like, â€Å"There’s nothing wrong with it. † However, if studied closely and observed for a period of time, it is no challenge for one to see that the effects are not just physical.The mental harm one will encounter when they inhale the smoke is something that is not just temporary, users can and will suffer long-term from the drug’s effects. This is one clear reason why medical marijuana is a contradiction to what is healthy and beneficial to patients. Doctors and patients will claim that it is the only way to cope with diseases in particular cases, ho wever, harming oneself does not help cope with anything in the long run.Although research details for the long-term effects of marijuana haven’t been completely ironed out, scientists can see that there are consistent similarities between two users who have used the drug their entire life. A person that smokes the plant for a large amount of time consistently will observe a noticeable connection between that and their impaired cognitive functioning. A person who does not use the drug will notice less of a fog in their cognitive functioning, where as a marijuana user who has experimented with the drug since a young age will have trouble thinking of things quite often.Another troubling fact about cannabis is that when used in the long-term, can lead to physical addiction. Estimates from research suggest that roughly nine percent of all marijuana users become addicted to the drug; this number is likely to increase for those who start young or are daily users (www. DrugAbuse. Gov ). People who were daily marijuana smokers and attempted to quit, report that they have experienced withdrawal symptoms such as irritability, sleeplessness, trouble getting their appetite back, anxiety, drug-craving, and depression.All of these symptoms are likely to begin within the first one to two days of quitting smoking. Numerous studies have shown that there is a direct correlation between the long-term use of cannabis and increased anxiety, depression, and schizophrenia. However, at this time, it is not clear whether marijuana use causes mental problems, exacerbates them, or reflects an attempt to self-medicate symptoms already in existence (www. DrugAbuse. Gov). What is clear is that high doses of marijuana can lead to psychotic reactions within the subject; also, use of the drug may trigger or lead to relapse of schizophrenia in vulnerable individuals.Other effects of smoking marijuana include issues with the heart such as increased likelihood of a heart attack as a result of an increased heart rate. Irregular heart rhythm, palpitations, and arrhythmias also are commonly observed negatives for marijuana users whether they’re frequent or occasional smokers. If one is greater in age or has cardiac vulnerabilities, the risk is much greater. The heart is not the only area of the chest impacted negatively by smoking marijuana, the lungs are forced to work much harder when marijuana is inhaled.Numerous studies have shown that the smoke created when marijuana is burnt contains 50-70 percent more carcinogens than what tobacco smoke holds (www. DrugAbuse. Gov). Since marijuana users typically inhale much deeper and hold the smoke in their lungs for a longer amount of time than tobacco smokers, they further increase their exposure to these carcinogens. Another dangerous thing one should keep an eye on is the fact that marijuana users show potentially cancerous growth in epithelial cells.The list of reasons why marijuana should remain illegal is a long, b ut concrete list and something everyone who has used the drug should be encouraged to look at. While it is currently legal within states for medicinal purposes, the government has done well by keeping this substance illegal as far as recreational use. Nothing good can or will ever come out of legalizing such a dangerous narcotic. Works Cited Page November 2010. Drug Facts: Marijuana. November 4th, 2012. http://www. drugabuse. gov/publications/drugfacts/marijuana

The Island Of Cuba - 1624 Words

The island of Cuba is located on the northern rim of the Caribbean Sea and was inhabited by Arawak and Ciboney Indians prior to colonization by the Spanish in 1511. This native population, due to the colonization of the Spanish, was ravaged by decease, enslavement and warfare which ultimately caused their extinction. Cuba received little attention throughout the sixteenth and seventeenth centuries like most of Spain’s Caribbean colonies because Spain was concentrating attention on Central and South America, largely ignoring the island colonies. Financial mismanagement and cumbersome and inadequate trade policies caused the decline of Spain as a world power by the end of the seventeenth century, and the British government captured Havana, Cuba in 1762. The British began their pursuit of cultivating sugar cane and tobacco almost immediately, and these industries would dominate the economy of Cuba for several centuries. With industry comes the demand for labor. The cheapest form of labor needed to operate the plantations and raise livestock was in the form of African slavery. Cuban people today are the descendants of Spanish colonizers and African slaves. While British control of the tiny island lasted only 10 months before Spain regained control, North Americans began purchasing Cuban goods. The new trade alliance with North America contributed to the growth and economic wellbeing of the island population. Immigration and trade increased over the next 60 years as did theShow MoreRelated Geography of Cuba Essay605 Words   |  3 PagesGeography of Cuba The geography of Cuba is very diverse, with large mountain ranges spanning the western and south central regions, and a beautiful 2,320 mile coastline that boasts white, sandy beaches to the north. The semitropical climate of Cuba supports lush, agricultural fields in which many species of plants and animals thrive. 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