Wednesday, July 31, 2019

Indian two-wheeler industry Essay

Overview The Indian two-wheeler (2W) industry recorded sales volumes of 13. 4 million units in 2011-121, a growth of 14. 0% over the previous year. In a year wherein growth in other automobile segments particularly, passenger vehicle (PV) and medium & heavy commercial vehicle (M&HCV), slowed down to single digits – marred by demand slowdown due to northward movement of inflation, fuel prices and interest rates – the 14% growth recorded by the 2W industry remained steady. However, the momentum in the 2W industry’s volume growth too has been losing steam lately as evident from the relatively lower volume growth of 11. 0% recorded in H2, 2011-12 (YoY) against a growth of 17. 1% recorded in H1, 2011-12 (YoY). The deceleration in growth is largely attributable to the motorcycles segment which grew at a much lower rate of 7. 8% (YoY) in H2, 2011-12 vis-a-vis 16. 4% in H1, 2011-12; even as the scooters segment continued to post 20%+ (YoY) expansion during both halves of the last fiscal. With this, the share of the scooters segment in the domestic 2W industry volumes increased to 19. 1% in 2011-12 from 17. 6% in 2010-11. Overall, ICRA expects the domestic 2W industry to report a volume growth of 8-9% in 2012-13 as base effect catches up with the industry that has demonstrated a strong volume expansion over the last three years at cumulative annual growth rate (CAGR) of 21. 8%. Over the medium term, the 2W industry is expected to report a volume CAGR of 9-11% to reach a size of 24-26 million units (domestic + exports) by 2016-17, as we believe the various structural positives associated with the domestic 2W industry including favourable demographic profile, moderate 2W penetration levels (in relation to several other emerging markets), under developed public transport system, growing urbanization, strong replacement demand and moderate share of financed purchases remain intact. Table 1: Trend in Sales Volumes of the Indian 2W Industry Volumes (Units, Nos.) Domestic Motorcycles Scooters Mopeds Total Domestic 2010-11 9,019,090 2,073,797 697,418 11,790,305 Exports 2010-11 Motorcycles Scooters Mopeds Total Exports Source: SIAM Q1 2011-12 2,464,143 532,867 190,672 3,187,682 Q1 2011-12 1,480,983 52,312 6,295 1,539,590 1 Refers to domestic sales volumes ICRA LIMITED 482,566 20,949 1,461 504,976 YoY Growth (%) Q2 2011-12 Q3 2011-12 Q4 2011-12 2,558,515 650,155 192,859 3,401,529 2,556,782 659,643 186,472 3,402,897 2,514,699 720,176 206,863 3,441,738 Q2 2011-12 Q3 2011-12 Q4 2011-12 492,408 24,696 3,478 520,582 448,090 23,950 2,796 474,836. 434,521 21,010 1,341 446,872 2010-11 22. 9% 41. 8% 23. 5% 25. 8% 2010-11 34. 3% 73. 6% -8. 8% 35. 0% Q1 2011-12 17. 5% 13. 3% 21. 0% 17. 0% Q1 2011-12 27. 1% 100. 4% -44. 0% 28. 6% Q2 2011-12 15. 4% 29. 0% 7. 0% 17. 3% Q2 2011-12 31. 7% 88. 5% 159. 2% 34. 0% Q3 2011-12 9. 2% 21. 6% 2. 6% 11. 0% Q3 2011-12 21. 8% 92. 0% 188. 0% 24. 5% Q4 2011-12 6. 3% 29. 4% 16. 4% 11. 1% Q4 2011-12 18. 1% 29. 0% -2. 3% 18. 5% Corporate Ratings Anjan Deb Ghosh +91 22 3047 0006 anjan@icraindia. com Analyst Contacts: Subrata Ray +91 22 3047 0027 subrata@icraindia. com Jitin Makkar +91 124 4545 368jitinm@icraindia. com. MEDIUM TERM DEMAND DRIVERS STAY PUT An analysis of the mix of Indian populace and the structure of the Indian 2W industry brings to the fore several key attributes namely, India’s demographic advantage, moderate 2W penetration levels and shrinking of replacement cycle; factors that have combined to propel the industry’s volumes over the last 10 years from 4 million units in 2001 to 13 million units in 2011. In ICRA’s view, these growth drivers are likely to remain relevant over the medium term and continue to provide impetus to the industry’s volumes. Chart 1: Estimated population of India’s Youth (20-40 years age) 250 Demographic Advantage 229 207 206 189 200 161 157 million 150 100 41 million youth estimated to be added to India’s population mix over the next five years 50 0 2001 Male 2011E Female 2016E Source: Census 2001; Census 2011; ICRA’s Estimates In the age bracket of 20-40 years, which is the key target segment for 2W, around 77 million youth got added to the Indian population mix in the last decade, which has been the key contributor to the 2W industry’s volume growth over the last 10 years. India’s demography continues to remain favourably on its side with average age of 25 years, which is 9 years younger than China, and more than 12 years and 19 years younger than the US and Japan, respectively. Over the next five years, the incremental addition in India’s youth population is estimated to be ~41 million, a fairly large number that is likely to sustain the strong demand for 2W. The 20-40 years age group is characterized by a combination of earning power and high spending propensity, which should increase the likelihood of conversion of potential ownership into actual ownership. Chart 2: Trend in 2W Penetration in Indian Households 18 16 35% 13. 8 14 Underpenetrated Market 35% The 2W penetration level in Indian households was 12% in 2001. This low 2W penetration provided the structural thrust to the domestic industry’s volume growth over the last decade whose annualized volumes expanded by a factor of 3. 4x during this period. As of 2011, the 2W penetration levels in Indian households, while having increased to 21%, continue to remain moderate and much lower than in some of the other emerging markets such as Brazil, Indonesia, Thailand and Taiwan. Also, the penetration rates differ vastly between India’s rural and urban areas, with rural areas being under-penetrated by a factor of 2. 5x as compared to urban areas. Additionally, the social trend in favour of nuclear families is expected to further increase the number of households which could be potential targets for the 2W industry. 30% 12 million 40% 16. 8 25% 25% 10 7. 9 8 5. 4 6 20% 14% 15% 10% 4 7% 2 5% 0 0% 2001 No. of Rural Households 2011 No. of Urban Households 2W Penetration – Rural 2W Penetration – Urban Source: Census 2011 ICRA LIMITED Chart 3: Trend in 2W Population in India. 30 25 million 20 Population of 22. 5 million units, equivalent to cumulative 2W sales volumes from 1995 to 2001 Population of 51. 8 million units, equivalent to cumulative 2W sales volumes from 2007 to 2011 24. 0 15 13. 3 10 9. 3 5 0 2001 2W Population – Rural 2011 2W Population – Urban Source: Census 2011, SIAM, ICRA’s Estimates Chart 4: Age Profile of 2W in India 100% 90% 30% 39% 80% 70% 53% 17% 60% 50% 21% 40% 30% 35% 52% 20% 10% 0% 40% 11% Motorcycle > 10 years Scooters 6-10 years Source: SIAM, ICRA’s Estimates ICRA LIMITED Shrinking Replacement Cycle 27. 8 Mopeds 0-5 years. While the 2W population in India has more than doubled over the last decade, the replacement cycle is estimated to have reduced from around 7 years (in 2001) to around 5 years (in 2011). The reduction in 2W replacement cycle implies that the average annual mileage covered per 2W has been on the rise, given that (distance run multiplied by age) of 2Ws is unlikely to have changed much over the years. As per industry estimates, around 50% of the total domestic sales of 2W are now made to first-time buyers, 30% to customers looking to upgrade from their existing vehicle, and 20% to buyers seeking a second vehicle for the household. The break-up suggests that currently around 50% of the sales in the domestic 2W market are made to replacement buyers. Considering that the industry has sold around 49 million 2W in the domestic market in the last five years, the total replacement demand works out to be a fairly large number. Add to this the healthy growth in sales to first-time buyers in recent years, driven in particular by sales to the rural market, the replacement opportunity could only increase in the future. From the consumer perspective, although replacement involves fresh capital spending, the inducement of upgrading to an improved technology 2W, having better performance, features and more attractive styling; complemented with increased spending propensity are expected to be the prime ingredients feeding replacement demand. SEGMENTAL ANALYSIS OF THE 2W INDUSTRY The motorcycles segment accounts for a bulk of 2W industry’s sales volumes; however, the scooters segment has grown relatively faster over the last five years Chart 5: Trend in 2W Segment Volume Mix (Domestic) 100% 90%. 4. 5% 12. 0% Chart 6: Trend in segment-wise sales volume growth of 2W 5. 7% 5. 8% 6. 0% 5. 9% 5. 8% 45% 14. 5% 15. 5% 15. 6% 17. 6% 19. 1% 35% 80% 70% 25% 60% 50% 40% 83. 5% 15% 79. 8% 78. 7% 78. 4% 76. 5% 75. 1% 30% 5% 20% -5% 10% 0% 2006-07 Source: SIAM 2007-08 2008-09 2009-10 2010-11 Motorcycles Scooters Mopeds 2011-12 2006-07 2007-08 2008-09 2009-10 2010-11 2011-12 -15% Motorcycles Scooters Mopeds Source: SIAM With sales volumes of 10. 1 million units, the motorcycles segment is the largest sub-segment of the domestic 2W industry accounting for a bulk of its volumes. However, over the last five years, the motorcycles segment has seen its volume share in the domestic 2W industry slide down to 75. 1% in 2011-12 from the highs of 83. 5% recorded in 2006-07. Although domestic motorcycle volumes grew at 9. 0% CAGR during the last five years, both the scooters segment as well as the mopeds segment grew at a much faster CAGR of 22. 2% and 17. 0%, respectively; contributing to reduction in the motorcycle segment’s volume share. The three 2W sub-segments are targeted at distinct consumer categories. The motorcycles are targeted at the male population in both rural areas as well as urban areas (with further segmentation based on usage pattern – family bike or individual bike, consumer profile – commuter Vs performance seeker etc); the scooters are more of an urban phenomenon targeted at the female population (TVS Scooty, Hero Pleasure), male population (Hero Maestro) as well as unisex offerings (Honda Activa, TVS Wego); mopeds are targeted at the lower middle-class segment and derive a large part of their volume share from the rural sector where they are used as a utility vehicle bearing heavy loads on rough village roads. While each of the three sub-segments has distinctive growth drivers, we expect the scooters segment to maintain its pace of growth faster than that of the 2W industry as a whole. The faster volume growth of the scooters segment is expected to be driven by (a) growing acceptability of gearless scooters, particularly by women; (b) rising urbanization and increasing proportion of working women; (c) expanding product offerings in the scooters segment; and (d) comparatively lower base. Accordingly, ICRA expects the scooters segment to gradually increase its share in the domestic 2W market from 19. 1% in 2011-12 to ~27% by 2016-17E. With this, the volumes in the domestic scooters market are estimated to get doubled by 2016-17E over the current levels.

Tuesday, July 30, 2019

Hantavirus: National Park Service and Popular Camping Site

Hantavirus It seems that the there has been an outbreak of a rare, deadly virus called the Hantavirus in Yosemite National Park. According to the article, there has been an outbreak of hantavirus infections in Curry Village, a popular camping site in Yosemite, and that two people have already died from it. However, this isn’t the first time the hantavirus has spread. In 1993, the virus had been first discovered when a terrifying outbreak unfolded in the Four Corners Area of Colorado, New Mexico, Arizona, and Utah.The fatality rate was incredibly high—killing about half the people it infected. But, what exactly is the Hantavirus? The Hantavirus causes a disease called hantavirus pulmonary syndrome, which can kill an infected within just 10 days. Researchers have learned that the hantavirus is spread by the wastes and saliva of deer mice, whose population in Yosemite is bigger than usual this year.Over the 20 years since the virus has been discovered, experts have been ab le to learn more about the disease thus making them better at saving lives, but not that much better. Currently, there is no official cure. With that being said, I believe that this article was published to alert people about the hantavirus. It’s obvious that the hantavirus is extremely fatal and sneaky, for its symptoms are similar to those of harmless illnesses. People need to be notified to be cautious of their health.It might be in Yosemite for now, but modern technology gives us humans the ability to travel great distances. Although there has been a recent outbreak, I do not think the hantavirus is or will ever be an epidemic. This is because I think that us humans are more than capable to stop the spread of this virus. I remember reading about the SARS outbreak that originated in China a couple of years ago. The CDC and the World Health Organization were immediately put into action as soon as it was found to have hit North America.Flights were grounded, travel within bo rders was locked, and only around 40 people died in the entire continent. Also, I believe that this is the way we can fix this problem, almost like how they fixed the SARS outbreak. We should restrict travel to and from Yosemite so that the spread radius is minimized. Then, we should thoroughly study the virus and develop a cure. Unlike SARS, the cause of hantavirus infections is no longer a mystery. I believe that experts can cure the virus in just a few weeks if this is process is followed.

Monday, July 29, 2019

Antebellum Steamboats

The success was amazing. People could now defy wind, waves, tides, and downstream currents. Carrying capacity doubled. Keelboats went up the Mississippi at about 1 mph which was very expensive. The steamboats traveled over 10 mph against the current. By 1820 there were 60 steamboats on the Mississippi. By 1860 there were over 1000. Rivalries developed and led to racing. The steamboats led to an opening of the West and South which were filled with rivers. Until 1830 the products of the western region went southward and very little finished products made their way back west. The steamboat helped to send the finished products upriver and helped bind West and South together. This binding inspired the transportation revolution. In 1787, John Fitch built the first recorded steam powered boat in the United States. It was propelled by a row of oars on each side of the boat. He experimented with side-mounted paddle wheels, but in 1790 he used stern mounted oars instead. Fitch was the first to operate a steamboat commercially. It had scheduled transport of passengers and freight on the Delaware River in 1790. The first successful use of steam power to navigate a paddle wheel boat in America was in 1793. Samuel Morey used his steamboat on the Connecticut River. Robert Fulton became interested in steamboats at the age of 12 when he visited William Henry in 1777. He built and tested an experimental steamboat on the Seine River in 1803. Before returning to the United States, Fulton ordered a steam engine from Boulton and Watt, and built what the North River Steamboat. In 1807, the ship began passenger service between New York City and Albany. Antebellum Steamboats The success was amazing. People could now defy wind, waves, tides, and downstream currents. Carrying capacity doubled. Keelboats went up the Mississippi at about 1 mph which was very expensive. The steamboats traveled over 10 mph against the current. By 1820 there were 60 steamboats on the Mississippi. By 1860 there were over 1000. Rivalries developed and led to racing. The steamboats led to an opening of the West and South which were filled with rivers. Until 1830 the products of the western region went southward and very little finished products made their way back west. The steamboat helped to send the finished products upriver and helped bind West and South together. This binding inspired the transportation revolution. In 1787, John Fitch built the first recorded steam powered boat in the United States. It was propelled by a row of oars on each side of the boat. He experimented with side-mounted paddle wheels, but in 1790 he used stern mounted oars instead. Fitch was the first to operate a steamboat commercially. It had scheduled transport of passengers and freight on the Delaware River in 1790. The first successful use of steam power to navigate a paddle wheel boat in America was in 1793. Samuel Morey used his steamboat on the Connecticut River. Robert Fulton became interested in steamboats at the age of 12 when he visited William Henry in 1777. He built and tested an experimental steamboat on the Seine River in 1803. Before returning to the United States, Fulton ordered a steam engine from Boulton and Watt, and built what the North River Steamboat. In 1807, the ship began passenger service between New York City and Albany.

Gender discrimination Essay Example | Topics and Well Written Essays - 1250 words - 1

Gender discrimination - Essay Example Traditionally, men had better opportunities in life; but this has changed with modern girls and women having better opportunities albeit with many challenges than women in the past (Girls Inc 1). Feminist advocates have fought against social traditions and cultures that devalue and treat women as lesser human beings, and they have achieved valuable gains all over the world (Chesler 3). Their fight has highlighted some of the challenges and disadvantages women continually face. This has made it possible for the legislation of laws against gender discrimination. In the modern world, prestigious and powerful positions are obtained through quality education and this has traditionally been used to deny women these positions. In the past, education for boys and girls was different with women being predominantly trained on child rearing and housekeeping despite being intelligently at par with men (Deberg 1). This practice still exists in some parts of the world where the girl child is denied education based on worthless religious, social, or cultural norms. Without an education, women are restricted to low paying unskilled positions; and when married become inferior to the male who provide everything. This lack of independence is discriminatory and purely meant to make women submissive to the men. The modern woman, however, is sexually discriminated in employment promotions, benefits and leaves of absence because of her gender with the majority of the populace in the society having entrenched mentalities that women are the weaker sex supposed to be under the dominion of their male counterparts. The society has developed cultures based on the biological differences between men and women with each gender having specific roles, responsibilities, and expectations to be fulfilled (Haeberle 1). These cultural roles are discriminatory to women who are only

Sunday, July 28, 2019

Essay on the subject Cultural and Ethical Values

On the subject Cultural and Ethical Values - Essay Example ed upon, and they consist of the following: "having a just cause, being a last resort, being declared by a proper authority, possessing right intention, having a reasonable chance of success, and the end being proportional to the means used" (Moseley, 2009). One can clearly see that although these principles are commonly accepted, they are open for interpretation and extrapolation. They allow a certain amount of flexibility and do not provide a strict ethical framework, as the principles and the interpretations of them can be quite vague at times ("Catholic Just War", n.d). Possessing a just cause is the first principle and probably the most important one, and it is very intrinsic as it stems from the very definition of a just war. It is commonly held that initiating an act of aggression is an unjust thing, and gives the attacked party the right to defend itself and initiate a counter-strike. The latter will be declared as a just war, as it is merely a response to the aggression being performed by the first party. However, the very concept of aggression is quite open-ended, as it can refer to a violation against territory, an insult which represents aggression towards the national honor, a trade embargo, etc. be that as it may, if an act of aggression has been committed and recognized as such, the party to whom the act had been done has the just right to react to it as they choose, and this will be considered as just (Johnson, 1984). What this means is that self-defense against an act of aggression is basically the only sufficient reason for a just war. But this can also be expanded to cases in which the first party has not yet attacked but it is clear that this is his intention and that hell be doing so soon. This is referred to as a preemptive strike, and is relevant to some other principles for a just war. Another principle for a just war which is also very much connected to the situation of a preemptive strike is being a last resort. This addresses the

Saturday, July 27, 2019

Critical Review of Strategic Thinking Paradigms Assignment

Critical Review of Strategic Thinking Paradigms - Assignment Example Basically SM is a profound concept that involves organizational planning and competitive integration of a system. It is a peculiar concept that requires detailed and comprehensive understanding. This paper is bringing insight on two of the most important texts in strategic management. It may include the review of the Kaufman, Greiner and Cummings works regarding strategic management themes and perspectives. The paper presents the contrasting and differentiating views of the literature, in order to find novel practices of strategic management. In the 21st century world, a precise change has been experienced by organizations. This change involves vulnerability, risk and competitiveness due to the large number of market players present. Technology has a crucial role in settling this impulsive change, which has made the environment of business competitive and risk-oriented. In this vulnerable environment, a new type of strategic planning is needed as proposed by Greiner and Cummings in their text. The authors deliberately propose novel strategic planning, which is different from the so-called conventional strategic frameworks. This new strategic framework is a proactive one, definitely not the idle one as the old ones used to be but highly receptive and responsive to the changing business environment. It is a dynamic strategic planning system, which authors propose as an alternative to the conventional strategic system. As organizations are dynamic today so the need is to incorporate this dynamic strategic system (Greiner & Cummings, 2009). Kaufman in contrast to Cummings and Greiner proposes a pragmatic strategic model. This model collaborates the new and the old conventional frameworks of strategic planning. The author thinks that old models are useful, as they set the baseline to form the new models of strategic planning. The need is to join the old techniques

Friday, July 26, 2019

Commercial Production of Vitamin C Assignment Example | Topics and Well Written Essays - 1500 words

Commercial Production of Vitamin C - Assignment Example Vitamin c, chemically is Ascorbic acid, It naturally occurs in fruits and vegetables, it is a vital substance ,and is water salable, Human body can not synthesize Vitamin c, nor can it store it , therefore the body requirements needs to be full filled from diet, through absorption from the gut. Historically, the deficiency of dietary in take can lead to a disease called Scurvy.. In 1 8th century the sailors and solders who used to be ,on ship for long time and there food was deficient in fruits and vegetables would develop scurvy, main symptoms of scurvy are , bleeding gums, bone and Joint pain nerve disorders and death.. , East India company appointed surgeon general MR Jhon woodall, who recommends in his book the use of lemon juice for the prevention and cure of Scurvy. In the year 1912 MR Casimir Funk a polish American, developed the concept of vitamins, he thought that they are micro constituent of diet and are essential for health, he named them vitamins because he thought they are vital and chemically are amino acids., from 1928 till 1933 MR Joseph L Svivly and MR Albert Szent Gyeryl of Hungary and An independent American MR Charls Glin King first isolated the anti Scorbutic factor and named it Ascorbic acid . British chemists Sir Walter Norman Haworth in 1933 till1934 synthesized vitamin C and hence made it cheaply available, for this contribution he was awarded the Noble prize of medicine in 1937.... pregnancy, sickness and lactation the daily requirement increases .Many folds Properties of Vitamin C, and Uses vitamin C is needed as a dietary supplement , for humans and pets, like humans some animals can not synthesize the substance hence they need it on daily basis, Vitamin C is also used in Industry as food preservative , in fruit juices beverages, that is because of its antioxidant properties, it is used to preserve color , taste in many food products. Vitamin c removes the oxygen from the surroundings to become oxidized, by this action it acts as an antioxidant, oxidation is responsible for the brown color that develops in fruits ,once exposed to oxygen., by oxidation the phenols in the fruits are converted to Melanins,, Melanins are brown in color. Those fruits which turn brown on cutting , like apple bananas, have a phenols, these Page 3 Phenols, in presence of oxygen and metal can turn quickly into Quinns., which are harmful.. Vitamin C is added to fruit juices to improve taste , preserve nutritional value and to preserve the color In meat industry Vitamin C is used for its antioxidant properties, Vitamin C 1 accelerate color development, prevents Color fading , inhibits nitrosamine formation, and 2 prevents oxidation.." Vitamin c is more stable in amber colored containers ,and glass containers than in white ,and brown containers." ( Ahmed AA p 3 ). 3 "Vitamin C can improve the bread dough, where it improves the dough texture and loaf volume. " (Hosney R

Thursday, July 25, 2019

Sustainable energy systems Essay Example | Topics and Well Written Essays - 2500 words

Sustainable energy systems - Essay Example In larger scales, solar thermal technology harnesses enough energy for us in generating energy equivalent to geothermal plants. Solar is a clean and renewable energy implying that unlike fossil fuels it neither pollutes the environment nor gets depleted. Its use is therefore more economical owing to the minimal environmental effects. The United Kingdom uses different forms of fossil energy in the form of petroleum products. Such fuels have been in use for years all through the history of the country in running companies, automobiles and in small-scale domestic uses. Fossil fuels are convenient owing to the fact that they are portable and considerately cheaper. Developed countries including the United Kingdom constitute the greatest users of the fossil fuels therefore the greatest polluters of the environment. The phrase sustainable energy refers to the production of sufficient energy at affordable costs. The affordability of energy in this context does not only apply to the cost of p roduction but also to the environmental consequences in the course of the use of the energy resource in a particular country. The United Kingdom currently consumes an average of 300TWh annually. ... From the above brief discussion, the two forms of energy become evident: renewable energy and nonrenewable energy. Renewable energy refers to the different energy that comes from replenished sources. This refers to natural sources of energy, most of which are never depleted; they come from natural sources which continually get recycled. Among the most common sources of this energy include rain, sunlight, wind, tidal waves and geothermal heat among many others. Non-renewable energy, on the other hand, comes from depleted source key among which are fossils thereby resulting in the term fossil fuels. Fossil fuels form because of a process referred to as anaerobic decomposition of living organisms. This process takes millions of years and the resultant fuels contain a lot of carbon. The most common forms of such energy include natural gas, petroleum and coal (BOYLE, 2012: pg 31). This therefore implies that despite their convenience and cheaper cost of production, fossil fuels are not co nvenient and the country should determine a way of reducing their usage and encourage the consumption of more cost effective energies. Renewable energy is not depleted, they are commonly referred to as clean energy owing to the fact that they do not involve the combustion of any substance and therefore do not result in by products such as carbon as is the case with fossil fuels. This explains that while fossil fuels pollute the environment through the production of carbon, clean energy does not owing to the fact that they do not produce any carbon compounds as the by products. Additionally, machines that run on fossil fuels produce a lot of noise owing to the combustion

Wednesday, July 24, 2019

Leadership in Teaching Research Paper Example | Topics and Well Written Essays - 1250 words

Leadership in Teaching - Research Paper Example Teaching as a profession requires specific traits in order for a teacher to be effective in achieving for students academic success. There are numerous theories that explore this theme. For instance, Sharick (2007) argued that teachers should have social traits in order to be able to communicate effectively with the students.A â€Å"social† teacher in this theory is one that could display dominant characteristics like that of being enterprising, investigative and a capacity for empathy, among others. The idea is that the relationship between a teacher and the students complement the transfer of knowledge. The concept of leadership, though not a prominent element in this model as suggested by the researcher, can also be considered a social trait. It plays an important role in the way students learn from instruction and classroom interaction because it underpins the efficacy of the social interaction. It takes advantage of the relationship in order to have an authoritative proce ss by which knowledge is imparted and received. Simply put, leadership provides the framework by which a teacher could control the teaching process successfully. Leadership and Best Practice in Teaching Leadership is increasingly becoming a byword in the literature on current best practices in teaching and educational improvement. York-Barr and Duke explained that this is because it is aligned with the notion of individual empowerment and localization of management (p. 255). In this respect, teachers are sought to be empowered and have greater degree of control, with an expanded role in the classroom instruction. This has been the trend in the United States since the 1980s, when leadership came to be considered as an integral component of teacher professionalism (York-Barr and Duke, p. 256). The educational reform aimed to replace the traditional framework of the technical model, which emphasized the transfer of knowledge through systematic inquiry. The new goal is to focus and rely on the teachers’ capability, knowledge and judgment. Leadership figures prominently in this aspect because it allows the teachers to exercise and implement academic decisions, in addition to helping lead pursue educational initiatives. The study conducted by Camburn, Rowan and Taylor in 2003, which evaluated the efficacy of the educational reform found that academic progress was, in fact, achieved in the process. Particularly, the study revealed that those educational reforms that integrated leadership components such as the distributive leadership schemes led to positive outcomes both in the capabilities of the teacher and the students’ academic performance (p. 367). There are numerous studies that reflect these findings. A case in point is that by Ross and Gray (2006), which found that schools with higher levels of transformational leadership had higher collective teacher efficacy, greater teacher commitment to school mission, school community, school-community part nerships, and higher student achievement (p. 798). Also, Copland (2003), in his study of the Bay Area School Reform Collaborative program, found that leadership works well with inquiry-based approach, with distributive leadership playing an important role in implementing inquiry-based practice and collective decision-making at school (p. 375). The empirical evidences that support how leadership contributes to positive student learning outcome are not that surprising. Aside from the quantified direct and positive leadership impact represented by effective cognitive learning outcomes, there is also the deeper socio-psychological discourse that covers education and learning. Here, leadership is critical because it plays an important part in the transformation of behaviors. Encouraging Leaders, Imparting Values According to LeComte (1978), going to school is a socialization process wherein teachers transmit skills, aspirations, norms and behavioral patterns which assist in the assumptio n of roles (p. 22). This is demonstrated in observing the classroom

Tuesday, July 23, 2019

Relationship Marketing Essay Example | Topics and Well Written Essays - 2750 words

Relationship Marketing - Essay Example Relationship Marketing: Relationship marketing is more about making a customer relationship and encouraging consumers to have a broader purchase rate and more satisfaction with their products. Typically relationship marketing is pitched towards long-term growth. Since the newspaper has not thought about relationship marketing the visitors make one buy and are never seen or heard from again. The newspaper continues to spend huge amounts of money in order to attract customers and has very little repeat business. Relationship marketing is all about the repeat business. Relationship marketing is a cost-effective method that finds to retain visitors (Goldglantz, 2007). The advantage of relationship marketing is that it aids retain the successes the newspaper has already attained. For example, a huge amount of visitors can be converted to a huge amount of return visitors. These return visitors can be examined for characteristics and traits. The disadvantage is that relationship marketing that seems inward (to current customers) does not attract new customers on a large scale. The advantage of traditional marketing is that it draws its net wide like a fisherman hoping to attain as many customers as possible. The broader the net the more fish and more markets we can dab into. The disadvantage of traditional marketing is that most organizations (newspapers) cannot simply keep paying high advertising costs to assert an expedient customer flow. Relationship and traditional marketing can be best applied when in conjunction. One exploits new markets and draws in first-time visitors while the other retains the customers as long as possible. The best the relationship, the best the sales results of the newspapers (Hunter & Perreault, 2007). Thus newspapers should conceive developing their marketing program so that it attains sales on the front end and the back end. Here we are considering two organizations. One organization use relationship approach with their customers and the other organization use traditional approach with their customers and here we are considering organization as a newspaper. First, describe the different activities of that newspaper which is using relationship approach with their customers. Relationship marketing: Definition: Relationship marketing is defined as the building of long-term, loyal, committed and economic relationships with potential and existing customers through communication and the provision of quality products and services. Relationship marketingis a type ofmarketingdeveloped from direct response marketing campaigns carried out in the 1970s and 1980s which emphasizes customer retention and satisfaction, rather than a dominant focus on point-of-sale proceedings. Relationship marketing is different from other forms of marketing in that it recognizes the long term value to the business firm of keeping customers, as opposed todirector "Intrusion" marketing, which focuses upon accomplishment of new clients by targeting majority statistics based upon prospective client lists. Development: Relationship mark

On Verbal and Non-verbal Communication Essay Example for Free

On Verbal and Non-verbal Communication Essay It is but human nature to try to understand another person. It normal for people to try to interpret another persons actions or words. Interpreting these types of communication means is however, difficult. Each has its own way to be interpreted. Non verbal communication is when person utilizes not his lips and voice when relaying information to another person. It is refers to actions gestures or movements a person does in order to send a message to another person. Usually, this kind of communication is utilized when meeting a new individual. Because too much speech seem to be inappropriate in first meetings, people tend to gesture via facial expression, arm movements, or even bodily gestures. Thus, people interpret this differently, via cues, unlike when the words are spoken (Brunswick Piscataway, 2009). On the other hand, verbal communication relies on the lips or mouth gestures as well as the voice of the person who spoke the words or uttered the information. To some verbal communication is more reliable as people are given the exact information needed to be received. However, there is a tendency for people to lie. Thus, there are those who listen to verbal utterances while at the same time keeping watch of non-verbal gestures. This points that interpreting verbal communication may be literal or based as well to the actions and facial expression that come along with the words (Brunswick Piscataway, 2009). It may thus be concluded that each kind of communication is interpreted differently. Verbal communication sends literal meanings at times, while non-verbal communication is sometimes vague. There is not exact way to point which tells more accurately, however if combined the message will be conveyed easier and faster. Both are also more trustworthy if done side by side. The gestures support the words and the words support all the actions.. While the quote insists that action speaks louder than words, knowing the nature man, it is still better to rely in both words and actions for a clearer interpretation. References Brunswick Piscataway. (2009). Social Perception: How we come to Understand People. Social Psych Lecture. Rutgers University.

Monday, July 22, 2019

Different learning styles Essay Example for Free

Different learning styles Essay Equality means that we should all have equal access and equal opportunities to learn and be successful regardless of gender, race, religion, and ability. Diversity refers to the fact that we are all different. Some of us are male, some female, some tall, some short, some dark skinned, some light skinned. We come from different cultural backgrounds, different faiths, and different family groupings. And we have different learning styles, different personalities, etc. Because we are all different, or diverse, from each other, every classroom is diverse and every teacher must be prepared to work with a great variety of students. Inclusion is the practice of including differently abled learners into a mainstream classroom of students with primarily standard abilities. Discrimination refers to the practice of treating someone differently due to characteristics beyond their control, or for which they should not be treated in a negative manner. Some people discriminate against others because of their sex, their age, or the color of their skin. This sounds silly, but a lot of us do it without even realizing we are doing it. We need to accept people at face-value instead of judging them based on minor circumstances or superficial characteristics. The Children Act (2004) places a duty on all services to make sure that every child has the support they need to achieve .Inequality and discrimination can stop children from reaching these outcomes, so we have a duty to challenge this. Equality Act 2010 Disability Act 2005 Employment Equality Act I actively encourage and support young children in embracing both diversity and equality. I make sure each child feels a sense of belonging. I observe and listen to children’s play and adult interaction to identify any bias or discrimination then develop methods to deal with issues that arise. Every aspect of the setting comes into play: how children relate to each other, and how language is used, how and what discussions take place, and what activities are undertaken.

Sunday, July 21, 2019

Swing Bridge General Earlier Bridge

Swing Bridge General Earlier Bridge The river Esk has been crossed for centuries and it has been maintained by Edward III in 1353, and has been repaired with hard wood from the Oak by John Sehlboty in 1407. In 1926 Riding justices decided that the bridge should be change to new structure bridge with movable parts. 96 years later the bridge was in very impoverished condition and was needed to be repaired, See Figure 1 earlier bridge whitby.png Figure 1 Earlier bascule bridge First Swing Bridge. The bridge was built in 1835 until 1908. The swing part was made from wood and the opening was by manned winches to allow the ships to pass through. After years opening system has been changed by water-driven opening engine. The problem was that the bridge gives limit pass to the ships by 13.72 meters, See Figure 2. scscsc.bmp Figure 2 first swing bridge Swing Bridge. The existing Swing Bridge was built after the First Swing Bridge by a year in 1909; its the third crossing bridge over the river Esk within the Habour zone of heart of Whitby. The bridge just turned 100 in 8th of August 2009. During 1966 to 1970, were 25 accidents recorded on 76.2 meters long. In addition the bridge has to open approximately every half an hour to let the ships passing through and this causes delay to both traffic and pedestrians around 5 minutes. The bridge carries (A171) that comes from Meddilsborough to Scarborough. Its one Way Bridge for traffic and two ways for large number of pedestrians, the bridge has insufficient dimensions regards to the traffic and pedestrians nowadays, its 4.2672 meters carriageway wide and footpath width of 1.05 meter. Throughout the high season the footpath it will be exceedingly packed and the people have to step out into the carriageway due to the restriction of footpath wideness without paying attention of oncoming vehicles. Even though sometimes the traffic indecisive to cross the bridge against other cars. As well as the when two big vehicles crossing along the bridge one of them has to mount on to the pavement to let the other vehicle pass through, see Figure 3. exesting swing bridge.png Figure 3 existing swing bridge Current condition of the bridge. The bridge has age of 100 years old and its over the expected age, at present time the Swing Bridge has annually maintenance of  £60,000. The main maintenance was carried in 1985 with cost of  £400,000. The major refurbishment was carried due to the bad condition as following: The superstructure was seriously corroded. Poor state of operating machines and its placed with electrically hydraulic system. At present time the bridge causes problems due to its position which is close to the North Sea. The surface layer of the paint being de-bonded, the flakes fallen into the river damaging the flora and fauna of marina. Moreover, the chloride is extremely high and causes serious corrosion to the steel plate of the bridge. New bridge. Movable Bridge. This type of bridge that moves in order to allows the ships and boats etc, to pass through. This design is economical because it reduces the cost of construction and this can be achieved by building it on the ground, evading the disbursals of high piers and the long approaches. Therefore this provides the ease of passages for the ships and reducing the constructions expense. Movable bridges is operating by different methods such as electrical motors like gearing and hydraulic pistons etc. these bridges also cause traffic delay because the traffic has to be stop to let the sea traffic to pass. Basically, there are 13 types of movable bridges and the common types are Swing Bridge and Bascule Bridge. Types of bridges. Name Description Design Drawbridge. The bridge deck is hinged on one end. Drawbridge..jpg Figure 4 Drawbridge Bascule bridge. A drawbridge hinged on pins with a counterweight to facilitate raising. bascule bridge.jpg Figure 5 Bascule bridge Folding bridge. A drawbridge with multiple sections that collapse together horizontally. Folding bridge.jpg Figure 6 Folding Bridge Curling bridge. A drawbridge with multiple sections that curl vertically. Curling bridge.jpg Figure 7 Curling bridge Lift bridge. The bridge deck is lifted up by counterweighted cables mounted on towers. Lift bridge.jpg Figure 8 Lift bridge Table bridge. A lift bridge with the lifting mechanism mounted underneath it. Table bridge.jpg Figure 9 Table bridge Retractable bridge (Thrust bridge). The bridge deck is retracted to one side. Retractable bridge.jpg Figure 10 Retractable bridge (Thrust bridge) Rolling bridge. An unhinged drawbridge which is lifted by the rolling of a large gear segment along a horizontal rack. Figure 11 Rolling bridge Submersible bridge. The bridge deck is lowered down into the water. Submersible bridge 4.jpg Figure 12 Submersible bridge Tilt bridge. The bridge deck, which is curved, is lifted up at an angle. Tilt bridge.jpg Figure 13 Tilt bridge Swing bridge. The bridge deck rotates around a fixed point, usually at the centre, but may resemble a gate in its operation. Swing bridge.jpg Figure 14 swing bridge Transport bridge. A structure high above carries a suspended, ferry-like structure. Transporter bridge 1.jpg Figure 15 Transport bridge Jet bridge. A passenger bridge to an airplane. One end is mobile with height, yaw, and tilt adjustments on the outboard end. AdelaidJetBridgeS7386.jpg Figure 16 Jet bridge Bascule Bridge. Bascule Bridges are the most popular of opening bridges, the main part of bascule bridges is the counterweight, which is designed to be overhead counterweight or counterweight below the deck as shown in figure 17 and 18. Counterweight is continuously balance the leaf (span) This kind of bridge is to balance the bridges that rotate about the horizontal axis at right angle to its longitudinal centerline. Bascule severely implements to these kind that consist of a single moving element, which turns about the horizontal line close to its centre of gravity in order that the weight on one side that rotate on an axis mostly balance the weight on the other side, however the balance usually not precise. The movement of the bascule bridge mostly is up and down, when it moves keeping the bridge closed, its called as span heavy, or if its moving to keep the bridge to open its called counterweight heavy. Bascule Bridge can possibly be a single or double leaf that moves up and down to allow sea traffic to pass through. . 29.png Figure 17 single bascule bridge with overhead counterweight Figure 18 single bascule bridge with counterweight below the deck road Double leaf Bascule Bridge. It comprises of two leaves pointed opposite each other and connected together at their ends where they attach over the navigation channel as shown in figure19. The distinction between the single and double is the double leaf has advantages as following: Its higher above the water level with the same span. Rapidly opening Large navigation headway while its closed. Provide less wind resistance. Require small counterweight. Require small machinery. The disadvantage is that the double bascule bridge requires two times as much of every part. Untitled.png Figure 19 Double bascule bridge with counterweight below the deck road Many types of bascule bridges have many failures, where as the Rolling lift type Scherzer type invention solved these problems with distinct advantages: As it rotates it pulls itself out of the way of navigation. Provide more clearance to ships compared with other types from the same class. It does not have to open at wider angel as the other type of bridges to give a clear way for the ships. Rolling bascule Lift Bridge has one disadvantage such as it does not pivot about a hinge point, instead utilizing a rack and pinion mechanism to maintain the support and alignment. Figure 20 Fixed-trunnion Bascule design Figure 21 Rolling Bascule The common type of design is called Chicago Bascule this structure of it is much better than the others where it is a fixed-trunnion bascule design, the bridge pivoted around a large axel when trunnion slopes upward, see figures 20, 21 and 22. rackpinion.gif Figure 22 Rack and Pinion mechanisms The difference between Double-leaf Bascule Bridge and Swing Bridge. Double leaf bascule bridge with overhead counterweight Advantages Disadvantages It works as a cantilever for both dead/live load and its simply supported for live load. Overhead-counterweight is exposed to vandalism and perhaps blocks aspect of view. The mechanisms can be avoided from the bad weathering and risks of vandalism by place them underneath the road deck. 2. The power required from the machinery to move the span is proportional to the max wind speed over large area of deck. Provide great opening and closing compared with swing beiges. Provide clearance to small boasts without fully opening. Swing bridge Advantages Disadvantages The power required from machinery to move the span is not great as for bascule bridge Its required more time for opening and closing compared with Bascule Bridge. The machinery is under the deck but part of them dipped into the water. Long pier required to protect the span and this block the scene of the view. Does not require building cofferdam for piers and foundation construction and protection. The old Bascule Bridge of Whtiby. The earlier bridge was Bascule Bridge constructed before the existing swing bridge in the heart of Whitby. The bridge was manually operated before replacing it by hydraulic operated swing bridge. Therefore, proposing to build new modern bascule bridge can bring back Whitbys historical heritage and remember the local people to their history. Improving or Replacing the Swing Bridge. General. As a result from the current condition of the swing bridge must be maintained by  £60,000 annually. On the other hand after few years it might to be carry maintenance with high cost. Therefore to construct new bridge with good specifications wont be maintained at least for the first decades. Basically its suitable to construct new bridge that might cost around  £350,000 thousand instead of using it for maintenance on the current swing bridge. The new design will avoid all the environmental effects, high cost of maintenance, and traffic congestion within the bridge and greatly reduce the risk exposed to pedestrians. Therefore, it is highly recommended that the Whitby should have a new bridge rather than spending money on providing maintenance to the swing bridge. The Viable Solution. The viable solution, whichever to improve or replace the Swing Bridge has been decided to replace it with new bascule bridge in the same location. The new bascule bridge will be used just by pedestrians and freight cars due to the area surrounding the current swing bridge it will be pedestrianized refer to New Development. As for the traffic, new bascule bridge will be constructed in the upper Harbour zone from New Quay Road to Church Street Car Park, refer to New Crossing. It will be used by traffic and pedestrians in order to reduce the traffic congestion and danger/risk exposure to pedestrians. The good advantages of this viable solution are: The new bascule bridge between the Church Street and New Quay Road will be constructed first and use the current Swing bridge as temporary bridge in order to reduce the cost of the construction. When construction is finished the current swing bridge will be replace with new bascule bridge which is just for pedestrians, and bring back old memories of first bascule bridge. When the construction of new pedestrians Bascule Bridge will be finished, so the tourist and local in peak season they will be comfortable to walk along the bridge without any congestion, no fear from traffic and enjoy the scene of the Harbour zone centre. Proposed location of new bridge. General. The locations are important to verify the reason of chosen bridge type, as well as proposing locations are useful to choose the appropriate position for the bridge. The location should be reasonable to match with other locations and suggestion of New Developments. Therefore, it should be easy to access and satisfy the users. All locations that will be proposed must not ruin other places and New Quay road to Church Street via Bridge Street. This proposal shows where the new pedestrians bascule bridge will be constructed which is in the same location of current swing bridge. When the new bascule bridge will be used by pedestrians the narrow road on both side will sufficient for them and enjoy the scene the Harbour zone, there wont be any demolishing required, no affect to ships owners and their parks and the old swing bridge can be placed in museum as memorial, as shown in figures 23 and 24. Figure 23 new pedestrians Bascu7le Bridge Untitled.jpg Figure 24 new pedestrians Bascule Bridge New Quay Road to Church Street. New bascule bridge for traffic and pedestrians, Refer to New crossing. Deck design of new pedestrians Bascule Bridge. The deck design of the bridge will be formulated to fit the maximum possible amount of pedestrians without any risk. In order to comply with the safety of the pedestrians the dimensions as the following: The comprehensive width of the deck is 6m. The total length of the deck will be the same as the total length of the bridge which is 43m as shown in figure 25. The overall thickness of the deck from the centre is 200mm and it descends to 190mm to both side ends of the bridge. This inclination counted for the drainage system. Concrete slab thickness is 0.15 meter. Historical brick thickness 0.05 meter. See figure 26. Handrails will be in the same dimensions for both sides. The recommended material that can be used for the Handrails is aluminum alloy which is can resist the corrosion from chloride spread from the air. Street lights will be installed on the bridge to enjoy the view during night time. The deck pavement will be brick covering the layer of the concrete to match with surrounding building and protect the history of the town. As well as for the piers. The material that will be used for the deck is composite concrete, this type will be used because it takes time to reach the certain rigidity in order to steel deck can serve as bracing for all horizontal forces. The beams that will be used to carry the load of the deck are I-beams; the design contains two beams parallel to each other along the length of the deck. The best steel beams type can be used that can resist the corrosion is galvanized steels beams and also can be painted to prevent it from revealing to chloride attack. Figure 25. Front elevation Figure 26. Section of deck and pier General assumption calculation for the pedestrians bascule bridge attached with next sheet. New crossing Proposed location of new bridge General The locations are important to verify reason of chosen bridge, as well as proposing locations are useful to choose the appropriate position for the bridge. The location should be reasonable to match with other locations. Therefore, it should easy to access, comfortable size and satisfy the users. From the viable solution of swing bridge that will be pedestrianized and the area around. So new crossing must be provide to solve the matter of traffic, its have been decided that new bascule bridge will be constructed for both traffic and pedestrians as a part of the viable solution. The best location of the bridge has been decided to be build between New Quay road and Church Street. New Quay Road to Church Street This proposal illustrates the location of the bascule bridge that will be constructed almost parallel to the swing bridge. This location has good advantages due to non narrow road, there is no demolishing required except on the river banks where the bridge is connected to the both sides. Having look at to the site, on the side of New Quay Road the pedestrians pathway has adequate space can be widen in order to construct the two lane new bascule bridge, in the other side the traffic and pedestrians can easily get access to Church Street throughout car park, the main advantages of these two sides are: Its easy to construct. No demolishing required to any houses, historical building or shops. Wont affect any boats, ships parking Wont have any objection from locals, or vessel owners. Figure: shown traffic from New Quay Road to Church Street Deck design of new traffic and pedestrians Bascule Bridge. The deck will be designed for pedestrian and traffic, this design should accommodate both of them without having any traffic congestion and avoid pedestrian from risk. Therefore, the design must comply for both of them. The dimensions will be as following: 13 meters overall width. 4 meters wide for each lane. 2.5 meters wide for pedestrians pathway for each side. 0.29 meter total thickness from the center of the deck sloping down to 0.28 meter to the ends parallel to pathways. This allows water to drift sideways to drainage system. Concrete slab thickness is 0.15 meters. Two layers of tar thickness are 0.12 meters. 0.02 meter bitumen thickness will be covering the concrete deck. Handrails will be design The Handrails design will be on both sides to prevent pedestrians to step out on the road. Therefore, the hazard will be greatly reduced for pedestrians. The perfect design of Handrails should comply with the decrease of risk. So the design of handrails on the side next to the road will be 500mm height concrete barrier and 500mm handrails above the concrete. As for the material used, composite concrete will be used in the deck because before the concrete reaches certain rigidity, steel deck is needed to serve as bracing for all horizontal forces. The best of handrails material its recommended to use galvanized steel handrails. The assumption calculation procedure for the new crossing is the same as new pedestrians bridge but the structural dimension will be different depending on the load because it has different material such as Asphalt, bitumen and concrete etc Abutment: for both bascule bridges. The abutment is the structure that conveys the load from deck to the pile cap. Thus, the size of the abutment is 3mÃÆ'-3m on the top part, and 2ÃÆ'-2 on the lower part, as shown in figure Cofferdam: Construction for both bascule bridges. Before construction the foundation, essentially required a cofferdam to be constructed to prevent the water from entering into foundation construction area. Sheet of steel plates that are joined together is commonly used type due to ease of penetration and pull out of the ground. Therefore after construction of the cofferdam the water need to be pumped out. Construction of counterweight: for both bascule bridges. The counterweight duty is to balance the closing and opening of the bridge which are called counterweight heavy and heavy span or held on position , the design of counterweight usually 1.5 1.7 times of the overall weight of the deck. Its recommended to choose 1.6 to provide appropriate counterweight for opening and closing. The recommended type of counterweight mechanism is Rack and pinion rather than using hydraulic pistons system. The Rack and pinion is more economic and easy to maintain comparing with hydraulic pistons system. Calculation of counterweight weight of Pedestrians Bridge. Total load of the deck ÃÆ'- 1.6 = 0 Therefore: 1856 ÃÆ'- 1.6 = 297 KN. Calculation of counterweight weight of traffic and pedestrians Bascule Bridge will be the same as above. Foundations and geology: for both bascule bridges In accordance with boreholes data, the following boreholes 22, 26 and 113 around the area of Swing bridge location are representing different characteristics. The information of borehole 22 shows the following: The depth from the surface up to 4.90 meters, the soil consists of made ground. Starting from 4.90 meters down to 15.00 meters deep, the soil composed of alluvium. The made ground and alluvium soil layers contains of coarse gravel, Sandy silty, Sandy clay, Alluvium soil, these types of soils have different status and properties such as the unit weight, void ratio, low shear strength and high ability to be compacted/condensed. The information of Borehole 113 illustrates the following. Starting from surface down to 2.45 meters deep, the soil composed of alluvium. From 2.45 meters down to 12.20 meters deep, the soil is mainly sand and gravel. From 12.20 meters, countdown to depth of 3.80 meters, the soil made up of alluvium. Starting from 3.80 meters depth layer of alluvium to depth of 16.85 meters, the soil consists of sandstone and glacial. The information of borehole 26 has the same characteristics, properties and condition of borehole 22 and 113. Footing. Based on the soil condition and the deck load the appropriate recommended size of footing of the pedestrians bascule bridge dimensions will be 3m ÃÆ'- 3m width and length. Piles Recommended type that can be used is steel tubular piles. Specification Steel tubular piles (rounded piles). Closed-ended, this means that the toe of the pile is welded with a piece of steel plate, and poured into it with concrete in order to strike the concrete with hummer. Stiffeners can be installed within the piles to enlarge buckling and bending resistance. The propose from using this type because it has common use in marina structure nowadays. Therefore the number of piles to be constructed for pedestrians Bascule Bridge as following: Four piles for each pier. The diameter of each pile is 400mm. As for the new crossing bridge: The footing size and number of piles to be constructed will be different than the pedestrians bridge because the new crossing has two lanes, different deck dimensions and two piers next to each other as shown in figure.. Method statement Introduction This method statement illustrates how all activities or special duties will be carried out. It shows the possible hazard connected with specific works and how to control it, in order to manage the work safely. Scope of works This document act toward with the constructions of three bridges over the river Esk of Whitby. The first bridge is new bascule bridge for pedestrians will be located in the same location of the existing Swing bridge, second bridge is the another new bascule bridge for both traffic and pedestrians will be located on the upper Harbour zone, and the third is to construct new Arch bridge will be situated in the same place of the high level bridge. Health and safety welfare and facilities Impermanent welfare facilities will be provided by the contractor or sub-contractor which will be accepted by the both. Welfare facilities should satisfy all staff which will include canteens, toilets etc. capable qualified personnel and a suitable number of first aid kits should be available during work period. All staff must undergo implement working rules, wearing personal protective equipment that will protect them against all different risks such as safety jackets, helmets, gloves, eye protection, shoes and good quality clothes that can clearly seen etc. General Approach. The construction preparation of the three new bridges will engage activities on the site for new development. The construction of the bridges will be in sensitive places which are important connection between two sides of Whitby in the centre of the Harbour zone. The majority of people and traffic need to move along to get on the other side and its significant especially in the peak season for tourists to enjoy the scene of the Harbour zone and traffic crossing Whitby coming from Tess to Scarborough. Therefore, the construction should be finished in short time. Hence the work duration for both bascule bridges will be as following: Weekdays, 7:00 19:00. Weekends, 9:00 13:00. Irregular works at night if its required. As for the new Arch bridge will be two shits per day as following: First shift Weekdays, 7:00 14:00. second shift, 14:00 21:00 Weekends. Saturday will be at the same time as weekdays. Sunday, one shift from 7:00 to 14:00. Prefabrication of bridge will be carried out off-site if needed. Construction activities on the new two Bascule Bridges will include. Site set up, including offices, services and facilities. Container offices are the economics and fast to build or remove. container_staircase_construction_office_02.jpg Figure 25 Containers offices Construction of piles support abutments of the bridge for both leafs. yourfile.jpground-pile-caps.jpg Figure 26 Steel tubular piles Figure 27 pile caps Construction of footing and piers for the bridge. Namibia_Caprivi_ZambeziBridge_Construction-Pier_1.jpg Figure 28 bridge piers Construction of impermanent fencing and entry gates, provisional noise and dust reduction devices around the site compounds. gates.jpguntitled.JPG Figure 29 Entry gates Figure 30 fences bnb.jpgccccc.jpg Figure 31 Permenant niose reduction Figure 32 Dust reduction devices Construction of impermanent environmental defense works, along with stormwater management and cars, vans, heavy machineries and trucks wheel washer. 5369_ss100_Round[2].JPGwheelwashbig2.jpg Figure 33 environmental protections Figure 34 Wheel washers Construction of cofferdams, the appropriate types for rivers is sheet piles due to its their ability of penetration to many different types of ground, water tightness given by its interlocking sections. cc.bmp Figure 35 Cofferdams Provide special machineries for river bed cleaning, and disposal all the rubbish to unauthorized areas or use it for filling. untitledb.bmpclean.jpg Figure 36 Excavator for river cleaning Figure 37 clam shale for river cleaning Provide pile drive machinery for piles installations. pile-driver-image1.gif Figure 38 Pile drive machines Constructions of temporary structures and footing demanded for the launch of the bridge for both sides if required. Activity includes preparation of hardstand areas for crane access and a long steel structure for the fabrications and set up of the bridge. Setting up and testing of establishing equipments. Proper lights should be installed in right places that will be used during night works. trip_kashaf.jpg Figure 39 site lights Provide appropriate cranes that can carry all parts of the bridge and arrange locations for standing whether if it on either sides or using barge crane. crane_page4.jpgBargeCrane.jpg Figure 40 heavy crane Figure 41river heavy crane Installation of security guards to separate the site construction from live roads such as NJ-barriers or fences or others. P145-01.jpguntitled.bmp Figure 42 NJ-barriers Figure 43 cones Site survey of the area designed for the passage and location of the cranes to be having a part in the setting of the bridge. Rearrangement or construction of protection works of existing services probably to be affected by the setting operations. Removing the Swing Bridge. Set up the method to remove it with any damages to the swing bridge. Provide cranes for uplift each span whether from sides of the bridge or by barge carne. Demolishing the foundation and recycled if its in proper condition or use it for land filling. All staff must have an experience about removing heavy structure to ensure that the bridge will be in the same condition after removing. Provide trucks or ships that can carry the weight of each span. Clean/wash the spans and all parts from any impurities that can affect the environment. Construction works during weekends for the launching of the bridges. Working together with energy company staff respecting power failure and other safety routines. Formal approval that the lanes, paths, roads surrounding area of launching to be closed for the weekends and first night for people safety and avoid any vandalism actions. Installation of floodlights and other possibility measures determined by the risk analysis. Setting operation. Installation of the bridge on its permanent bearing. Construction time period. The duration of the project depends on the obtainability of tracks to accomplish the removing and construction of the bridge. Removing of Swing Bridge depends on the plan, equipments and labours. Construction of foundation and piers can be fulfilled in normal times. The construction of the bridge will be divided into different stages: Stage 1: Consists of construction of the pile installation, footing, piers, impermanent structure and prefabrication of the bridge and precast elements if it will be provided. Stage 2: Launching of the new bascule bridge, which wont to take long time. Stage 3: Two day plan to check bridge deck

Saturday, July 20, 2019

The Fury of Overshoes Essay -- Literary Analysis, Anne Sexton

Peter Pan never wanted to grow up, for he always wanted to be a boy and have fun. On the other hand, the general argument made by author, Anne Sexton, in her poem, â€Å"The Fury of Overshoes,† is that childhood is most appreciated when a person must be independent. A university student finds that he can relate to the speaker. The high school student, still a child himself, will feel the same as the speaker in her youth. A college student and a high school student reading this poem would conclude this poem with different feelings. In the first half of the poem, the speaker reminds readers of childhood. She presents the readers with imagery, a form of descriptive language, by illustrating the colorful overshoes lined up against the wall of the kindergarten, â€Å"black, red, brown, all/ with those brass buckles† (lines 1-5). This part of the poem helps the reader settle into the setting and mindset of the speaker. She repeats â€Å"remember... remember,† inviting the readers to recall their childhood, how everything looked then, and how different aspects of life mattered (5, 15). â€Å"You couldn't/ buckle your own/ overshoe,† the speaker states as she continues to list the difficulties, failures, and impossibilities of life as a child (5-9). As children, people are completely dependent on others to do things for them and correct the world around them. It is frustrating for children to not be able to accomplish even simple, self-help tasks. There are a couple of similes the author uses in the poem to stress the helplessness she felt in childhood. In the lines, â€Å"The tears/ running down like mud† (11,12), the reader may notice the words sliding down the page in lines 12-14 like mud and tears that flowed in childhood days. The speaker compares a... ...k I can transition into a more mature person. I experienced a happier childhood than Sexton, so I admire my former dependence and joyful memories; however, she wishes to be as a child and have her responsibility taken off of her shoulders. Growing out of childhood is required, but not forgetting it. Children take life for granted and wish their time away for adulthood. For instance, several children's games mimic adult life and fool children into believing a career as an adult is all the fun they imagined it would be. They spend numerous hours walking with tiny steps in the adult world wanting to mature into it. Later in life, those children have grown into adults and now look back with envy while new children are coddled. Most adults will always look back on their youth and wish it had passed more slowly. They may wish they never had to become [the big people].

An Analysis of Marks and Spencer Essay -- BTEC Business Marketing GCSE

An Analysis of Marks and Spencer INTRODUCTION TO THE FIRM AND ITS INDUSTRY Marks and Spencer is one of the largest retailers in the United Kingdom, and is also known as a major retailer selling diverse product ranges under their own exclusive brand in more than thirty countries. Customer confidence in the Marks and Spencer brand remains second to none. According to recent research undertaken by the Company, it shows that, in clothing, Mark and Spencer has a clear lead over all its major competitors in the key areas of fit, quality, trust, breadth of range and customer service. In November of 2000, Marks and Spencer will launch a trial of three new lingerie-only outlets in Paris, Hamburg and Dusseldorf. According to industry statistics, Marks & Spencer remains the clear leader in the UK lingerie market, with over thirty percent of the market share. These pilot stores, distinctly branded 'msl', are designed to showcase the product range, taking the very best of Marks & Spencer lingerie to the Continent. Moreover, twenty-five percent of the 'msl' range has been designed exclusively for the continental market (Marks & Spencer PG). According to David Norgrove, Marks & Spencer Executive Director, the new stores developed by Marks and Spencer "clearly show how we can give customers what they want in the way they want it. Today we have both depth of product and a variety of retail formats, so that we can encompass factory outlet stores and designer clothing under the Marks & Spencer brand. Our new concept stores carry a wide range of products and services tailor-made for its local customers but, at the same time, we are also launching the European pilot of a specialist retail format which builds on our core strength in lingerie. All of these products and formats are being in response to customer research, to meet a proven need" (Marks & Spencer PG). THE COMPETITIVE STRUCTURE OF THE INDUSTRY The British retailer Marks & Spence decided to close its one Edmonton store, along with fourteen others across Canada, with the eight remaining stores being closed just one month later. This marked the ending of Marks and Spencer's 26-year run in Canada. The chain announced its Canadian pullout, which will affect only sixteen staff, was a surprise for Canadian shoppers. Heritage Mall manager Kirby Nishikawa said "the shutdown hurts the shopping cen... ...rnational expansion plans and probably sell U.S. clothing chain Brooks Brothers. EXPAND E-COMMERCE Sell online through partnerships with Microsoft Network, the BBC's beeb.com, and digital-television providers such as Telewest (Capel 35). A Marks & Spencer spokesman confirmed that its non-executive directors changed their minds over who should lead the company last autumn because of the huge changes within the business. Over the next five years the company is expanding its selling space by nearly a fifth in Britain and by forty percent in overseas markets (Rankine PG). By the year 2005, Marks & Spencer should once again be on the top of their category. Works Cited: Author not Available. "Outlook: M&S investors don their hair shirts." Independent, (1999), 21. Capell, Kerry. "Britain: lighting a fire under Marks & Spencer." Business Week International, (2000): 35. Le Riche, Timothy. "Closure date set of M&S leaves voide at Heritage Mall." Edmonton Sun, (1999): July, 44. Marks and Spencer. "Marks & Spencers Launches Two New Formats." (2000), October: PG. Rankine, Kate. "M&S asks outsiders to review strategy." The Daily Telegraph, (1998), PG.

Friday, July 19, 2019

Tragedy and Redemption in Toni Morrisons Beloved Essay -- Toni Morris

Tragedy and Redemption in Beloved "This is not a story to pass on."(1) With these enigmatic words, Toni Morrison brings to a conclusion a very rich, very complicated novel, in which slavery and its repercussions are brought into focus, examined, and reassembled to yield a story of tragedy and redemption. The "peculiar institution" of slavery has been the basis for many literary works from Roots to Beloved, with particular emphasis on the physical, mental, and spiritual violence characteristic of the practice of slavery in the South. A far greater shame than slavery itself is the violence that was directed against slave women in the name of slavery. Slave women bore the heaviest burden of slavery, forced to be not only fieldhands and domestic workers, but to satisfy their masters' sexual appetites. Frederick Douglass wrote that the "slave woman is at the mercy of the fathers, sons or brothers of her master."(2) Slaveowners considered their slave women to be fair game, forcing themselves on their female slaves with impunity, and any resulting children were considered property, to be sold like the calves from a cow. The family institutions of the slaves meant nothing to their owners; the children of slaves were likewise considered property and could be sold at their owners' whim. Schoolteacher referred to Sethe and her children as "...the breeding one, her three pickaninnies and whatever the foal might be..."(279) Slave children often did not know who their fathers or even their mothers were... ...gain. Beloved is an unsanitized picture of slavery and its consequences, a condemnation of the violations that humans impose upon each other. That the presence of Beloved is still felt, long after the players have left the stage, is representative of the scars that remain on the hearts and minds of women, that such horrors could be visited upon their sisters once. Notes 1. Toni Morrison, Beloved (New York, 1987) 337. All subsequent quotes from Beloved are followed by page numbers in parentheses. 2. Frederick Douglass, My Bondage and My Freedom (New York, 1968 [1855]) 60, qtd. in Blassingame 83. Works Cited 1. Blassingame, John W. The Slave Community: Plantation Life in the Antebellum South. New York: Oxford University Press, 1972. 2. Morrison, Toni. Beloved. (New York: Penguin Books USA Inc., 1987)

Thursday, July 18, 2019

Hong Kong Airlines Marketing Plan for India Essay

1. Introduction The purpose of this project is to develop an international marketing plan for Hong Kong Airlines to expand to the India market. The first part of the project will cover the current marketing mix and strategies of Hong Kong Airlines, as well as the SWOT analysis. The second part will analyze the India market and explore the feasibility for Hong Kong Airlines to enter this market as a low-cost carrier, or commonly known as a budget airline. It will be followed by some foreseeable challenges, with the relevant remedial measures. 2. Current Marketing Mix This section will illustrate the current marketing mix of Hong Kong Airlines. Product/Service Hong Kong Airlines is a full service carrier which provides both scheduled regional flights and cargo services within the Asia-pacific Region. Price The airfare for Hong Kong Airlines is relatively lower than that of its competitors such as Cathay Pacific and Dragonair. Place Hong Kong Airlines is a Hong Kong-based airline with its main hub and corporate head office at the Hong Kong International Airport. It uses the bauhinia flower, the emblem of Hong Kong, as its logo. People Hong Kong Airlines emphasizes that their staff are young and energetic. It is expected that the size of employees will reach 2,600 in the near future. Physical Evidence As of February 2013, Hong Kong Airlines’ fleet consists of 25 aircrafts with an average age of 3.9 years. This is relatively new when comparing with other airlines. Processes Hong Kong Airlines adopts both direct and indirect process – direct online sales via its corporate website and indirect sales via travel agencies. Promotion Currently Hong Kong Airlines promotes mainly via advertising, incentives, customer relationship management and public relations. Advertising Hong Kong Airlines does both hard and soft selling through digital platforms, including its corporate website, Facebook, Weibo and Mobile Apps. Positioning as a young and enthusiastic airline, Hong Kong Airlines has invested a considerable amount on online channels in order to reach its potential customers. Besides, Hong Kong Airlines has utilized television commercials, printed advertisements and advertorials in magazines. Incentives Hong Kong Airlines collaborates with local travel agencies, such as China Travel Service (Hong Kong) Limited. The travel agencies bundle air tickets with hotel accommodation and offer seasonal packages with appealing discounts. Customer Relationship Management Hong Kong Airlines has a customer loyalty programme – the Fortune Wing Club. The membership benefits include air award redemption, priority check-in and extra baggage allowance to its frequent flyers. Public Relations Hong Kong Airlines highly involves in charity projects and sponsorship events. For example, it has launched the fund raising programme, Fly & Care, which aims to subsidy athletes for preparing the 2016 Brazil Paralympic Games. It has also received various service awards such as the Capital Weekly Service Awards in 2012. 3. Current Marketing Strategy The majority of Hong Kong Airlines’ passengers are middle-aged males, with annual income below RMB150,000. They are generally value-conscious customers who are looking for reasonable service level with a relatively low airfare. Figure 3.1 summarizes some features of Hong Kong Airlines’ passengers. Geographic Segment| 84% from Asia-pacific region, with Hong Kong constituting 36%.| Demographic Segment| Gender * Male > 70% * Female < 30%Age * Below 30: 28% * 31 – 50: 60%Annual Income Level (in RMB) * Below 60k: 12% * >60k-100K: 23.3% * >100k – 150k: 31.5% * >150k – 200k : 9.4% * >200k – 400k: 8.9% * >400k: 14.9%| Travel Purpose| * Business travel: 71% * Vacation/others: 29%| Figure 3.1Segmentation of Hong Kong Airlines’ Passenger Competitors of Hong Kong Airlines High price Low price Low service quality High service quality Figure 3.2 Perceptual Map of Competitors The vertical and horizontal axes of Figure 3.2 represent price and service level respectively. Hong Kong Airlines is located at the bottom right corner because it provides reasonable service level with competitive price. Dragonair and Tiger Airways both operate on similar routings as Hong Kong Airlines. With Dragonair positioning as a premium brand while Tiger Airways being a low-cost carrier, they are selected for a more detailed competitor analysis. Dragonair Dragonair is an international airline based in Hong Kong, which is a wholly owned subsidiary of the flagship carrier of Hong Kong – Cathay Pacific. It aims to offer customers enjoyable and comfortable flying experience via its full scope of services and quality cabin products. Its customers’ demographic profile is very close to that of Hong Kong Airlines: 85% of the passengers live in Asia-pacific and 30% of them live in Hong Kong; 66% are males and their average age is 41-year-old; and the average personal monthly income is around USD5,000. They are service-sensitive and less price-conscious. More than half of the passengers are frequent travelers who fly for more than 6 times annually. Tiger Airways Tiger Airways is a low-cost carrier based in Singapore. Low-cost carrier refers to airline that provides limited scope of service with low airfares. The airfare is meant for the transport service only and customers have to pay extra for baggage allowance, food and beverages etc, if required. For example, Tiger Airways offers a buy-on-board program, Tiger Bites, for customers to purchase food and beverage. Tiger Airways operates between Singapore and some regional destinations in Southeast Asia, Australia, China and India. Their passengers are price-conscious and less service-sensitive. 4. SWOT Analysis Strengths Hong Kong Airlines can enjoy strong financial support from their parent company, Hainan Airline, which is the largest privately owned air transport company in China. Operating in a relatively small scale, Hong Kong Airlines can be flexible and responsive to the market changes. Its young fleet includes both short / medium haul aircrafts (A320) and long haul aircrafts (A330-200 & A330-300), which can support routings between Hong Kong and Asia-pacific ports. Figure 4.1A330-200’s Coverage (from Hong Kong) Figure 4.2A330-300’s Coverage (from Hong Kong) Weaknesses Hong Kong Airlines has a weak financial management. The Hong Kong Aircraft Engineering Company Limited has stopped providing services to Hong Kong Airlines due to its inability to settling the bills. This forces Hong Kong Airlines to turn to another aircraft maintenance service provider – China Aircraft Services Ltd. Hong Kong Airlines is also weak in operational management. The Hong Kong Civil Aviation Department has frozen the fleet expansion plans of Hong Kong Airlines since August 2012 due to safety concerns, and advised it to consolidate the existing operations with current fleet size. With a relatively small scale of operations, Hong Kong Airlines has a rather weak bargaining power with its suppliers of aircrafts, fuel, and aircraft maintenance services. Opportunities The tourism industry in Asia-pacific region is expected to expand due to the fast economic growth, and the implementation of the intra-regional policies in tourism development. Currently the intra-regional traffic constitutes around 78% of Asian tourism, with budget airlines account for 24.9% of Asia’s total passenger traffic. The Hong Kong Tourism Board will invest around HKD30 million in opening up new visitor sources in five new markets – India, the Middle East, Russia, Vietnam and the Netherlands. These developments in tourism will definitely increase the demand for air travel. Threats There are keen competitions in the aviation industry, involving both the market leaders and low-cost carriers. One of the major operation costs for an airline is the fuel cost, which has a great impact on an airline’s profitability. If the crude oil prices return to the peak of USD70-odd or higher, some small-scale airlines, like Hong Kong Airlines, may be unable to survive. 5. Expansion to India This section comprises an analysis of the India market, a marketing plan for Hong Kong Airlines to expand to India and some foreseeable challenges. Market Analysis To expand the business of Hong Kong Airlines, entering the India market as a low-cost carrier would be a considerable option based on the factors below: Increase in Indian outbound travel The number of Indian outbound travel has been increased from 5.4 million in 2003 to 12.5 million in 2010. The World Tourism Organization predicts that India will account for 50 million outbound tourists by 2020. Figure 5.1Outbound Traveler Numbers of India Depreciation of Indian rupee The Indian rupee has been depreciating and cheap air tickets are becoming more preferable for the value-conscious Indian tourists. Increase in the popularity of low-cost carriers The demand for cheap air tickets has made low-cost carriers more popular in India. In 2012, 37% of the Indian leisure travelers travel overseas via budget airlines. No low-cost carriers available between Hong Kong and India Despite the wide coverage amongst the Asia-pacific areas by existing low-cost carriers, currently there are no direct flights between Hong Kong and India operated by any low-cost carriers. Change in Indian aviation policy In September 2012, the Indian government has eased the restriction by allowing foreign direct investment up to 49% in private Indian airlines. 2013-2014 Work Plan of Hong Kong Tourism Board (HKTB) To open up new visitor sources for Hong Kong, the HKTB has been actively developing new markets, including India. The proposed marketing budget for India in 2013-2014 will be HKD13.4 million. The above factors have illustrated a growing market for low-cost carriers in India, which is not yet fully accommodated by existing airlines. Together with the open-up policy of Indian government and the marketing plan of HKTB, it is a favorable opportunity for Hong Kong Airlines to expand its operation into India as a low-cost carrier. [Remarks: There are rumors that Hong Kong Airlines’ sister airline, Hong Kong Express, will relaunch itself as a low-cost carrier in the near future. However, no relevant official announcement has been made by either the Hainan Group or Hong Kong Express. Regardless, this project aims to propose Hong Kong Airlines to enter India as low-cost carrier; any future development plans of other subsidiaries of the Hainan Group should be investigated separately.] International Market Plan Objectives This plan serves to relaunch Hong Kong Airlines as a low-cost carrier in India. It aims to raise public awareness of the company’s new positioning in the India market, with the ultimate goal to increase revenue. Target Audience This plan will target the potential customers in Mumbai and Delhi, which are the two cities containing the most outbound travel population in India – 33% and 26% respectively. Entry Strategy The ideal entry strategy will be cooperating with a local airline or company in the form of joint venture. It will reduce the risk of investment, and also serve to comply with the local government’s policy on foreign direct investment. However, Hong Kong Airlines needs to be very careful in choosing the right local partner as most of the local airlines are suffering from severe financial problems. Therefore, it would be preferable to resemble the capital partnership between Air Asia and the Tata Group in India. Market Strategy In view of the strong cultural differences between India and Hong Kong, Hong Kong Airlines will adopt a localized market strategy and compete as a market nicher amongst the existing competitors. Marketing Mix The table below summarizes the marketing mix which Hong Kong Airlines will adopt to enter the India market. Price| * Low| Product /Service| * Limited | Place| * Local back office * Online channels| People| * Local employees| Promotion| Direct Advertising * Digital marketing: website, Facebook * Interactive marketing * Outdoor promotions * Membership programmeIndirect Advertising * Cooperation with other organizations / companies: Hong Kong Tourism Board, India’s Ministry of Tourism & travel agents * Product placement in films| Figure 5.2Summary of Marketing Mix for Hong Kong Airlines’ expansion to the India Market Price As a low-cost carrier, the airfare will be much lower than its rivals. Product The scope of service will be limited – the airfare will only include the transport service. Customers will be required to pay extra for the others, such as baggage handling, in-flight catering and entertainment. Place Hong Kong Airlines will set up local office in India, mainly for back-end operation but not customer-facing. Instead, it will utilize the online channels to approach the customers because there is a continuous increase in the number of internet users in India – from 5.5 million in 2000 to 100 million in 2010. People In terms of people, the company will recruit local employees to address the cultural differences between Hong Kong and India. Promotion The promotions can be classified as Direct Advertising and Indirect Advertising; the former refers to advertisements that reach the public directly, while the latter includes cooperation with other organizations and companies. For direct advertising, Hong Kong Airlines will utilize the digital marketing channels by setting up website and Facebook page specifically for India; besides having a fast growing amount of internet users, India also has the world’s third largest Facebook community. Interactive marketing activities, such as games and contests, can be introduced through these channels. The company will conduct outdoor promotions, like billboards, to respond to the cultural characteristics of Indians – collectivism and the preference of public space. Hong Kong Airlines will expand its membership programme, Bauhinia Miles, to India to retain customers and build a customer database for future promotions. Customers will be offered purchase discount upon accumulating certain amount of credits, through participating in the promotion events, such as referral. It is different from other customer loyalty programmes, which customers can redeem complimentary flights or lifestyle awards with flying miles. Since Hong Kong Airlines will operate as a low-cost carrier offering low airfare, it would be difficult for the company to offer excessive complimentary awards to customers. As for indirect advertising, Hong Kong Airlines can cooperate with the Hong Kong Tourism Board and the India’s Ministry of Tourism to promote Hong Kong Tourism to the Indians, and vice versa. This tie in with the current strategy of HKTB to explore new visitor sources in new markets, including India. The company will also cooperate with local travel agents to provide low-cost travel packages because 60% of Indians used to purchase air tickets through travel agents. Also, the depreciation of rupee induces demand for cheap travel packages. Since Bollywood, the Hindi-language film industry, is one of the largest film product centres worldwide, Hong Kong Airlines will cooperate with the local film production companies for product placement. Potential Challenges The cultural differences between India and Hong Kong may obstruct the understanding and effective communication with the potential customers. Recruitment of local employees and learning from the local partner(s) will help ease the cultural impact. Another challenge will be the high burden on operating cost due to the high taxation on luxury in India. Travel is still being regarded as a luxury in India and the tax on jet fuel is 70% more than that in other countries. So Hong Kong Airlines needs to ensure a high passenger load factor on each flight and to strictly control other costs in order to leverage the overall operating costs. 6. Conclusion Hong Kong Airlines is currently a full service carrier in Hong Kong targeting value-conscious customers. In order to expand its business, entering the India market would be a favorable option for the company because of the various opportunities of the India market – the increase in India outbound travel, depreciation of Indian rupee, no existing direct competitors, change in Indian aviation policy, and upcoming work plan of Hong Kong Tourism Board. In view of the market situation, the marketing plan of Hong Kong Airlines will relaunch the company as a low-cost carrier in India, targeting the two cities with most outbound travel population, in the form of joint venture. It aims to raise public awareness of the company’s new positioning in the India market, with the ultimate goal to increase revenue. The marketing mix will be – offering low airfare; providing limited scope of services; setting up local back office and utilizing online channels; as well as recruiting local employees. A wide range of direct and indirect advertising will be adopted, which includes online marketing, outdoor promotion, membership programmes, cooperation with other organizations and companies, and product placement in films. As if other business expansion plans, Hong Kong Airlines will face some challenges when entering the India market. The most crucial one is the cultural difference between Hong Kong and India, which can be eased by recruiting local employees and learning from the local partner. Another one would be the high tax burden induced by the Indian government, which would be remedied by leveraging the overall operating cost. 7. References 1. Hong Kong Airlines official website http://www.hongkongairlines.com 2. Fortune Wings Club official website http://ffp.hnair.com/FFPCluben/ 3. Hong Kong Airlines’ Fly & Care programme http://www.youtube.com/watch?v=nx99gmWh8hI 4. Hong Kong Airlines advertising media introduction, NINGBO airline media & Co. Ltd, 2011 http://wenku.baidu.com/view/38e6dd2f453610661ed9f4c3.html 5. Dragonair official website http://www.dragonair.com/da/en_INTL/homepage 6. Introduction of Dragonair, SUMMIT MEDIA 7. Tiger Airways, Wikipedia http://en.wikipedia.org/wiki/Tiger_Airways 8. Hong Kong Airlines, Wikipedia http://en.wikipedia.org/wiki/Hong_Kong_Airlines 9. Hong Kong Airlines, Asia’s fastest growing carrier, looks to become reckoning force in the region, CAPA, 15 November 2012 http://centreforaviation.com/analysis/hong-kong-airlines-asias-fastest-growing-carrier-looks-to-become-reckoning-force-in-the-region-86233 10. Launching low cost carriers in emerging Asia: Is now the time?, Travel Daily Asia, 2012 http://www.traveldailymedia.com/asia/launching-low-cost-carriers-in-emerging-asia-is-now-the-time 11. Indian Outbound Travel, India International Travel Mart http://www.iitmindia.com/uploads/iitmindia/India%20Outbound%20Travel%20-%20A%20Report.pdf 12. Legislative Council Panel on Economic Development, Hong Kong Tourism Board, Work Plan for 2013-2014 http://www.legco.gov.hk/yr12-13/english/panels/edev/papers/edev0225cb1-565-3-e.pdf 13. The development of the low cost airline industry in Asia http://www.ukessays.com/essays/tourism/low-cost-airline-industry-in-asia.php#ixzz2Qddj87mW 14. Rupee falls most in 4 months on global dollar strength, Reuters, The times of India, May 10, 2013 http://timesofindia.indiatimes.com/business/india-business/Rupee-falls-most-in-4-months-on-global-dollar-strength/articleshow/19989344.cms 15. Outbound tourism market from India grows: Four emerging trends, Malini Goyal, ET Bureau, The Economic Times, Apr 14, 2013 http://articles.economictimes.indiatimes.com/2013-04-14/news/38529310_1_direct-flights-indians-thai-airways 16. India – Outbound, LiveBean http://www.livebeanhospitality.com/pdf/unravel-the-indian-roap-trick.pdf 17. India internet usage stats and telecommunications market report, internet world stats http://www.internetworldstats.com/asia/in.htm 18. Understanding Growth Markets: China & India, Nielsen http://www.tnhindia.in/statistics_kit/statistics.pdf 19. Hong Kong Airlines’ Bauhinia Miles Programme http://www.hongkongairlines.com/en_HK/buddyclub/about 20. Foreign airlines see beyond clouds in India http://www.ft.com/intl/cms/s/0/38d491ee-7be5-11e2-99f0-00144feabdc0.html#axzz2Seqza9VO ——————————————– [ 1 ]. Hong Kong Airlines official website http://www.hongkongairlines.com/en_HK/aboutus/ourfleet [ 2 ]. Fortune Wings Club official website http://ffp.hnair.com/FFPCluben/ [ 3 ]. Hong Kong Airlines’ Fly & Care programme http://www.youtube.com/watch?v=nx99gmWh8hI [ 4 ]. Hong Kong Airlines’ official website http://www.hongkongairlines.com/en_HK/aboutus/awards [ 5 ]. Hong Kong Airlines’ advertising media introduction, NINGBO airline media&CO.LTD, 2011 http://wenku.baidu.com/view/38e6dd2f453610661ed9f4c3.html [ 6 ]. Dragonair official website http://www.dragonair.com/da/en_INTL/homepage [ 7 ]. Dragonair introduction, SUMMIT MEDIA [ 8 ]. Tiger Airways, Wikipedia http://en.wikipedia.org/wiki/Tiger_Airways [ 9 ]. Hong Kong Airlines, Wikipedia http://en.wikipedia.org/wiki/Hong_Kong_Airlines [ 10 ]. Hong Kong Airlines, Asia’s fastest growing carrier, looks to become reckoning force in the region, CAPA, 15 November 2012 http://centreforaviation.com/analysis/hong-kong-airlines-asias-fastest-growing-carrier-looks-to-become-reckoning-force-in-the-region-86233 [ 11 ]. Hong Kong Airlines, Asia’s fastest growing carrier, looks to become reckoning force in the region, CAPA, 15 November 2012 http://centreforaviation.com/analysis/hong-kong-airlines-asias-fastest-growing-carrier-looks-to-become-reckoning-force-in-the-region-86233 [ 12 ]. Launching low cost carriers in emerging Asia: Is now the time? , Travel Daily Asia, 2012 http://www.traveldailymedia.com/asia/launching-low-cost-carriers-in-emerging-asia-is-now-the-time [ 13 ]. Legislative Council Panel on Economic Development, Hong Kong Tourism Board, Work Pl an for 2013-2014 [ 14 ]. The development of the low cost airline industry in Asia http://www.ukessays.com/essays/tourism/low-cost-airline-industry-in-asia.php#ixzz2Qddj87mW [ 15 ]. Rupee falls most in 4 months on global dollar strength,