Ericsson Headquarters in Cyberjaya: Architecture Theory

Ericsson Headquarters in Cyberjaya: Architecture Theory 1.0 INTRODUCTION Serina Hijjas is a wellknown Malaysian architect and also the director of the Hijjas Kasturi Associates Sdn. She had 20 over years experience in this architecture design field. Serina took over her dad interest in this architecture field as her dad is also an architect , Hijjas Kasturi, the founder of Hijjas Kasturi Associates Sdn. Serina graduated with a Diploma in Architecture in University of Sydney and Bachelor of Science in Architecture from the Barlett School of Architecture in England. She was once an archietctural assistant with the Foster Associates, focuses on masterplan for King Cross for two years after her graduation. Later on, she decided to return to Malaysia and work for Hijjas Kasturi Associates focusing on conceptual design, contract management on retail, office building and commercial. She involved in Masterplan in Putrajaya. Serina Hijjas is the founding member of Malaysia’s Grren Building Index technical Committee, which she is very qualified with her experience and architectural background. The Committee acquires the professional membership of boards of Architects in Malaysia and it corporates with the member of PAM. One of Serina greatest achievement with her company was getting involved with the Putrajaya Masterplan design. Her company also work in many otehr plenty large scale projects such as the Masterplan Core Island Boulevard for Putrajaya and Putrajaya Convention Centre, Ericsson Malaysia at Cyberjaya, Telekom Malaysia Headquarters Building, ASEAN Instisture of Medicine, and much more. She has been very active in the area of Energy Efficiency and suatainability since her formative years of architecture practice in The Fosters, London. Besides getting involved in much of government projects, she has also gave much talk and be a good speaker in giving her speech and talks at various green architectural seminar. There are few awards that she had won during these 20 over years of experience which is the Asean Energy Efficiency Award for Securities Commission Headquarters, Bukit Kiara in 2001, Nominated for the Aga Khan Award for Telekom Malaysia Headquarters in 2004, Exhibited at the Royal Academy Summer Show, Tower Category for Telekom Malaysia Headquarters, 2nd Place International, Dubai National Library Competition in 2005, Asean Energy Efficiency Award for Telekom Malaysia Headquarters in 2005 and being nominated for the Aga Khan Award for Putrajaya Convention Centre in year 2006. ii.Project description The aim of this project is to convey and understanding of architect’s architectural theory through a direct observation and analysis of his projects. Each of the architectural elements in the chosen building will be broken down and matches with the relevant architectural theories. Besides that, analysis of the relationship between architecture and its social, cultural and intellectual context will be conveyed through diagrams and essay. iii. Building Introduction In this essay, the chosen building to be analyzed is the Ericsson RD Building designed by Serina Hijjas, The client of this project is the Ericsson. This building is the headquarter of Ericsson in the Asia country. The budget of this project was RM110million and it completed in the year 2002. Its the home of the Swedish telecommunications giant, is located in the Multimedia Super Corridor, Cyberjaya. This unique building, with a total air-conditioning area of 300,000 sq ft, houses state-of-the-art facilities for RD inventions.The air-conditioning system utilizes the chilled water from the district cooling (primary circuit) and is circulated into the building (secondary circuit) through heat exchangers. The state-of-the-art air-conditioning system installed in this building incorporates the innovative concept of raised-floor technology and precision air-conditioning system. (Effective Cooling Technologies,2006). 2.0 EXTERNAL FACTOR 1- CLIMATE Ericsson Headquarters in Cyberjaya has large overhanging eaves roof to prevent excessive sunlight to enter the building and affect the comfort level of users. The orientation of the building in the site, where the East west part of the building, is covered with long overhang eaves, act as a shading devices. The large overhanging roof at the sides of the building, having like a perforated type of roof, letting the sunlight to penetrates in the external spaces forming an interesting shadows of spaces. Large overhanging roofs at the entrance with full curtain wall creates a grand entrance. There’s also a tree structure roof at the entrance to gives a feeling of welcoming to the users at the same time as a shading device, protecting the users from sun and rain. The interesting roof at the entrance, having the glass on the rooftop, letting light penetrationg and casting light giving a bright and interesting entrance. The central courtyard of the building emphasizes on the penetrating of natural daylight into the spaces whereby the both sides roof having alittle of overhang for shading purposes. Greens, plants and trees were planted on the surrounding of the building to provide good ventilation and comfortable space. Trees planted along the road before turning into the main entrance of the building. The trees provides shades from the hot climate in Malaysia and also function in being green into the building, provides a comfortable and relaxing feeling to the user and passbyer. For good ventilation, cross ventilation and stack ventilation are being used to attract wind into the building. External Wind goes through from the windows towards the stairs forming a stack ventilation, whereby cross ventilation were form when the opposite sides of the windows are also being open, letting through the wind to goes in and out to ventilate the building spaces. 2.1 EXTERNAL FACTOR 2: ARCHITECTURE THEORY CRITICAL REGIONALISM Being a hybrid of Modernism and Regionalism, it embraces yet distances itself from both, aiming to cultivate a resistant, identity giving culture while at the same time having discreet recourse to universal technique (Frampton, 1983, p.20). Critical Regionalists are â€Å"opposed to mindlessly adopting the narcissistic dogmas in the name of universality, leading to environments that are economically costly and ecologically destructive to the human community† (Tzonis, Lefaivre 2003, p.20). Glenn Murcutt-Magney House (1984) Magney House is an example of critical regionalism. The house was constructed the regrowth of vegetation site where it is relatively wild and undeveloped. It has an external room which supports outdoor living out of wind but relatively integrated with the sun and the view. The effect of this space on the plan is liberating-This space act as a overturns of a conventional model of domestic enclosure and posits a much more redefined and spatially diverse alternative.(Metcalf,2012) An influence architecture of this building is by the critical regionalism. For the Ericsson HQ, it adapts the greenary of the site and added more greens, using light material and a more humanic scale to blend with the site and nature, with the influence of climate in providing shadings and ventilation to the building, the Magney house also uses the material on steel and glass as the light structure for the house, integrating with the tropical location. Ericsson HQ integrates with the site where the orientation of the building at the site, having an easy and obvious access towards the building. This is because the location of the building are having the free access from the main entrance of highway. People can easily have a view access to the building from the highway. Easy access from main highway to the main entrance of the building. The site are surrounded by greenery, having a beautiful scene along the road to the entrance of the building. The approach of nature towards the building focuses on the entrance, having a beautiful and grand entrance, having the water features and beautiful plants and trees to show and let people know the entrance of the building. The approach of greens into the building intergrating with the site to express the tropical location. The site are mainly surrounded by greens, therefore,to match back with the site, trees are being planted at the surrounding where it not only function as aesthetic purpose,but also intergration towards the site, act as shading from the hot climate and heavy rain, and gives a nature and tropical feels to the users. The building height also provides a humanic scale and environment landscape design to the site. The design of height of the building doesnt gives a fear and oppress feeling towards the users but a humanic scale, because of less and average height level of building. The materials used are mostly metals and glass. It brings a light feeling as the construction and material used are light, providing a permeability feeling to the users. High glass curtain wall are being used, allowing the natural daylight to penetrates in the building, protraiting a good energy efficiency. Less artificail lighting is neede to enlight the space in the building thanks to the uses of glass. The design are effective in not just providing natural daylight, but also to prevent excessive daylight into the building, overhanging roofs and also metal cladding in the facade are being widely used. The facade having metal cladding that not only gives shades to the internal spaces but also act as a aesthetic value to the facade design that suits the environment. Metal material are a good material as it is suitable to use in Malaysia, where manufacturer of metal especially aluminium are widely found in Malaysia, and is is more environmental friendly material compared to concrete o r bricks. 2.2 EXTERNAL FACTOR 3: TECHNOLOGY AND MATERIAL The material used in the building are mainly glass and metal. It shows a light and modern architecture style through the design, material and technology used. The buidling are energy effiency through the technology used in the building such as the air condition energy sources. The air-conditioning system utilizes the chilled water from the district cooling (primary circuit) and is circulated into the building (secondary circuit) through heat exchangers. The state-of-the-art air-conditioning system installed in this building incorporates the innovative concept of raised-floor technology and precision air-conditioning system. Besides that, glass material used allows penetration of daylight into the building, providing free natural daylight, reduces the uses of artificial light thus cost reduces not only in lighting cost but also in air condition(ventilation) vice. Therefore, it is a good consideration of design and strategy in designing on efficiency of the building and environmental. Framing the view of internal and external. Metal truss roof are used in the building where the lattice truss can support wide cariety of roof system due to excellent strength to weight ratio. It can weigh till span of 40m without need for intermediate support column.It allows the designers to have a greater flexibility when working to optimise internal space. Metal truss roof provides light construction, durable, long lasting, prevent pesticides, and doesnt need finishes. The structure used in the main entrance as a shading devices are known as the trees structure as the structure of support branches out just like a tree. It is also known as umbrella like structure as it opens up like a umbrella. This structure are light and also mainly use as shading devices in Malaysia along the Jalan Bukit Bintang. The advantages of using metal and glass.Metal has a high strength and weight ratio. Thus steel are very suitable for long span building, having high ductility where it has the energy absorbing capacity and will not incur on sudden failure. Whereas glass allow natural light enter the space although it is enclosed. This very reason is the idea behind applying glass materials in wall construction. The energy usage is reduced. Besides that, air conditioning system does not have to function more in order to fully cool an area because glass is a bad conductor. Choosing this two material in the design, it helps to improve not only in the energy efficiency but also environmental friendly and also gives a modern style design. 3.0 CONCLUSION As nutshell, energy efficeincy and sustainable is being practices into the design where the daylight and climate factors are being considered, whereby the influence theory are the critical architecture that integrates and blends well with the location and teh site, and also the material and technology chosen is important. These 3 external factors is what that influences the design and the end product of the building. Where, this building really integrates and though well on. Ms Serina Hijjas has implied well her knowledge on the idea of how to gain a better energy efficciency to helps and improve to provides a better products, things to the client. The thought of using the the chilled water from the district cooling and incorporates the innovative concept of raised-floor technology and precision air-conditioning system is very well thought of. It leads us the younger generation to realize her efford in bringing her practice of sustainability to her design in reality is what we should learned from her. The critical regionalism is greatly transformed and applied into her design well with the site. From this whole assignment, i felt very grateful to have meet such a great and famous architect and learned many thing from her, thorugh this analysis where different types of approach can leads to many different things in a design, where thought of the site and location is very important to blends with the building. Business Plan for Car Kursaal | Entrepreneurship Assignment Business Plan for Car Kursaal | Entrepreneurship Assignment Entrepreneurship  Assignment-Business plan Xue Dong 1.0 Executive Summary Car Kursaal is a local company that will offer auto car wash services for car owners. It will be established in the Christchurch city which will be located on the Riccarton Road and near by Puriri Street. It will has 1500 square meters large which will include two sides of wash bays and four bays will be set up on each side. High quality services will be available to offer not only for location people, but also for travelers who are visiting around the city. The amount of this investment will up to 1 million dollars including rental for place and establishment of materials. Car Kursaal will offer different types of car wash services such as self-clean services, vacuum services, shampoo services and polish services (Midtdal, K., Jelle, B. P., 2013). Customers are able to choose any type they want even though just use one step of car wash (just use water). Car Kursaal has its special characteristic for service sales that customers can choose different models of services for their car wash according to their needs. Absolutely, different types of services have different cost for diverse income of people. Some studies indicate that no one car wash service offer different models of services for car users in Christchurch. There are 300 thousand residents in Christchurch (Love, T., 2011), in addition, there has many international students, workers and visitors in Christchurch. Almost everyone has a car in their daily life. Therefore, the market of this company has highly perspective profits. 1.1 Objectives The amount of sale reach 50 thousand dollars per month. Establish one new site after 1 year running of the first car wash shop. Establish to a concatenate car washing company in Canterbury region in 5 years after the first shop open. 1.2 Mission Car Kursaal is dedicated to providing customers the whole car-care experience and focusing on the different types of services to customers to satisfy all requirements from customers. In addition, it also to providing both of owners and employees a beautiful reward. 1.3 Key to success Car Kursaal will be located on the Riccarton Road which is near to the University of Canterbury, Christchurch Boys High School, Bush Inn Centre and Westfield Riccarton Mall. Although this district has more traffic flow than other districts of the city, this car washing site will has a notable denoter in front of the shop that will be convenient to help people to see the sign. In addition, Car Kursaal will use new equipments and systems to support the services such as staple open wash bay (the overhead design with no floor steel) and Smart 360 technology (providing option for flash dry service that takes no additional time for basic dry which is performed by a rinse and dry in one operation). However, some advertisements will be set up both on daily newspaper and road advertising board. The words â€Å"The home of your cars† will be used for advertisements. 2. Company Summary Car Kursaal is a dynamic company in Christchurch and it will provide different types of car wash services which include self-clean and other auto car wash services in Christchurch city. High quality services and new equipments and systems will be provided for customers. It will has eight car-wash bays to offer vacuum services and polishing services. It will also provide some drinks and food for customers. The owner has been a CEO of a car dealer company for around ten years. During those then years, the owner was running some other business such as night club. 3. Product Description Some different types of services will be provided for customers including Self-clean Car Wash, Shampoo Wash, and Polishing Wash. Self-clean Car Wash will be the simplest service among those services but the price will be the lowest that means customers just cost 8 dollars to wash their cars, but it will limit the wash time they use. It will provide 5 minutes to use the water facilities and 10 minutes to use the cleaning facilities. The second type of car washing ways is Shampoo Wash which is much easier than the first one, the cost of this service will be 12 dollars. Another one is Polishing Wash which will include special step to polish cars. It will be the highest level of those services and the cost will be 16 dollars. On the other hand, the last two ways of auto washing services will provide another option for car drying, just need cost one more dollar to save much time for drying step using flash dry smart system which will be convenient to both of customers and shop owners. 4.1 Market Segmentation This car washing shop will be established on Riccarton district which is near to the University of Canterbury, Christchurch Boys High School, Bush Inn Centre and Westfield Riccarton Mall. There are several different kinds of customers that will be involved in, that are, university students, high school students and their parents and visiting and shopping customers. The larger groups of the prospective customers that who will do the washing services will be shopping customers and university students. The smaller one should be high school students and their parents. Another prospective group of customers will be from car rental company and car deal company. There are many companies engaged in the hire of cars, car tental is generally for a period of days, and the customer has to fulfill certain formalities and sign forms (Hirshberg, I., 1994). They must keep those cars clean before they return them. 4.2 Target Market Segment Strategy Due to the location of this shop, three different markets will be considered by us. The first one is shopping and visiting customers who are shopping in the two malls which is described above. This market will be the most important one because they have finance capability to cost some money to wash their cars when they after their shopping. The second market will be the students from Canterbury University. This group has the largest proportion of all customers because the university has more than 20,000 students which include both of domestic students and international students and most of them may have some savings from part-time jobs or other ways which means they will have some finance support to do car maintain services which include car washing services, but they may not have enough finance to support their extra car expenses compare to shopping and visiting customers. The last market should be high school students and their parents. However, not many high school students have t heir own cars but the prospective customers should be their parents because they have more chances to go car washing shop when they meet their children in high school. For the customers of car rental company, because of the rules which is from car rental company that customers must keep the car clean, those customers have more chances to go a car washing shop to clean their rent cars. 4.3 Market needs The advantages of this business that others does not have are we have different types of car wash ways to offer different types of customers that means they can choose different levels of cost to finish car wash. It will be much convenient to the customers that they can spent less money if they are not in good finance conditions but they want to have this service. As we known, almost all auto car washing sites in Christchurch do not have variable choices for customers and the price are not flexible. That is the reason that Car Kursaal will have the most chances to get the prospective customers if we can offer them different prices because Car Kursaal will offer much cheaper prices for different washing ways. 5.0 Strategy and implementation summary Firstly, the investment will be recorded by management group. The money which is invested will be divided by three, the first part will be used for rental places and decoration, the second part will be used for buy some equipments and system installation, the last part will be used for labor spending. Budgets will be built before the shop establishment and we will prepare additional 10% extra budgets of all the cost in case some emergency during the establishment. Management team also will supervise the whole business when it is running (Yusuf, Y., Gunasekaran, A., Abthorpe, M. S., 2004). Three teams will charge different part of business operation. One is about daily operation, one for equipments maintain and one for finance supervision. Each group will has one team leader and several staff to charge different things and the team leader will in charge of their team and play a role to communicate the manger and other team leaders. One week team meeting will be hold by team leader an d one month management meeting will be hold by manger to track the establishment process. 5.1 Competitive Edge Some petrol station are the competitors such as BP, Mobile because they also offer auto car wash services for customers and they have opened for a long time that some customers are used to go there to wash their cars. Therefore, the price and the special services will be our unique characteristic which is distinctive from other car washing places. Another unique competitive edge is we also offer pick up and drop off service. We will use a systems for communicating information for both of customers and the shop. This system can provid a confirmation or temporary receipt for customers and also can memory for reference when the customer come to pick up (Danel, A. R., Lohrey, D. W., 1989). The most problem should be how to make a reputation. 5.2 Sales strategy A strong advertisement will be used at firstly stage of running this business such as TV advertisement, newspaper and other ways to let customers know what kind of services we can offer them and what are the advantages we have and how much money they will save if they choose go to our place. Also, we will make a cooperation with AA company to give some discount for AA members and to promote our reputation. For people who are not AA member, we will give another discount that provide 5% off per liter after they done 5 times of car wash services. Also, we will offer customers some long-term contracts that is more convenient for both of the company and customers. 6.0 Management summary Refer to 5.0, we can see three different team will in charge different kinds of works. Therefore, team leader of the groups will be the important role for the business. Each team leader will be selected by their working experience, education background. They should have at least college certificate and at least 3 years related working experience. Every prospective employee should submit their CV and give a oral representation for their working experience which include customer service skill, communication skill. Team leader will be paid for average salary plus some achievement awards each month that will depends on the amount of sales. 7.1 Projected profit and loss Thousands of cars are running through Riccarton Road. If 10% of those cars choose our car washing shop to do washing services, the profits will be approximate on 40 thousand to 50 thousand dollars per month. Equipments loss will be the most important one. Also, some long-term staff quit will be another loss for the business. 7.2 Projected cash flow 8.0 Conclusion Car Kursaal will be a modern company to provide modern ways of car wash services to people who are living in Christchurch and who are visiting and studying in Christchurch. 1 million New Zealand dollars will be invested in this project. This shop will take up 1500 square meters and will be located on the Riccarton Road of Christchurch City. This location is near by some education places and shopping malls which is convenient to customers who are living there and going there for shopping. New equipments and new technology will be used in this project. Some excellent people will participate in this management team. Some advertising and promotion will be used for boost this company reputation and the advantages of this company should be the cheaper price and diverse types of washing services. This business will have a brilliant profits in the future. References Danel, A. R., Lohrey, D. W. (1989).U.S. Patent No. 4,803,348. Washington, DC: U.S. Patent and Trademark Office. Hirshberg, I. (1994).U.S. Patent No. 5,289,369. Washington, DC: U.S. Patent and Trademark Office. Love, T. (2011). Population movement after natural disasters: a literature review and assessment of Christchurch data.Sapere Research Group. Midtdal, K., Jelle, B. P. (2013). Self-cleaning glazing products: A state-of-the-art review and future research pathways.Solar Energy Materials and Solar Cells,109, 126-141. Yusuf, Y., Gunasekaran, A., Abthorpe, M. S. (2004). Enterprise information systems project implementation:: A case study of ERP in Rolls-Royce.International Journal of Production Economics,87(3), 251-266.

Grapes of Wrath and Its a Wonderful Life :: Economy Great Depression Essays

Grapes of Wrath and It's a Wonderful Life Following the relatively prosperous era nicknamed the "Roaring Twenties" came the Great Depression. Unemployment skyrocketed and good times were hard to be found. In the movie "It's a Wonderful Life" - we see the transformation from stability to utter chaos. With World War I freshly over, there was joy and celebration to welcome American 'boys' coming back home. Huge technological improvements and scientific breakthroughs paved the way for larger, more stable and profitable financial markets. Fast and easy money was too be made by playing the booming stock market - many lay men took advantage of these opportunities without having a complete understanding of what exactly they were doing. This inevitably led to the crash that sent America and the world into the Great Depression. In the movie - we see the first stages of the panic that spread throughout the country. People got scared and ran to the bank to take out their life-savings. What they did not understand was that no bank carries all its customers money at the same time. Profits are made off loans (which come from money kept in the bank by customers) with interest rates. This is what George Bailey tries to explain to the people of Bedford Falls, when they come to take their life-savings out of Baileys Building and Loans. However, not everyone was satisfied with George Bailey's explanation. They much preferred to have hard cash on them, which led some to turn to Mr. Potter (the stereotypical evil character who represents all that is bad), who offered fifty cents for every dollar. This of course allowed Potter to make huge profits out of other peoples loss. George's institution was unable to match Potter, not only because he believed it was unethical, but also because they were not a big and strong enough institution. Realizing this, Potter tried numerous times during the course of the movie to shut down the Buildings and Loans or take it over - to no avail. It was his aim to capture a monopolistic market over Bedford Falls that would allow him to charge any rates he wanted and thereby ensure himself a sufficiently large profit. It would also mean the end of a free market in Bedford Falls. A likely byproduct of a monopoly is feudalism, which could have arisen, given half a chance. It was the Bailey bank that always stood in the way of this happening.

Marketing Review Essay

You track sales and profits, and discover that pants are selling better than shirts, apparently because the shirts are too expensive. You will look for a lower-cost supplier for shirts, or consider dropping your prices if you can afford to do so. 2. You realize that your experience as skaters is a plus; however, your lack of experience in selling clothing could hurt you. You find out that a skateboard shop in town wants to branch out into inline skating; however, you also find out that Nike is thinking about expanding its product line to include special inline skating clothes. 3. You decide that you will target college students who enjoy inline skating, and will aim to establish yourself as a company that offers trendy clothes for the student budget. 4. You decide that your business focus will be to offer fashionable yet durable clothing for inline skaters, with built-in protection for knees and elbows. 5. You offer clothing that college students would want to wear, price it for a student budget, sell it online and in sports stores near college campuses, and promote your products on Facebook. 8. As the text explains, Nike, the prominent athletic shoe manufacturer, relies heavily on athlete sponsorships to build demand for its products. Spectators at major sporting events–both those attending in person and those watching at home–frequently see the Nike â€Å"swoosh† logo worn by elite athletes. Given the vast worldwide audience for Olympics broadcasts, an Olympic year gives Nike increased exposure. On a Nike situation analysis in an Olympic year, would you consider this exposure to be a strength or an opportunity? Explain your reasoning; be specific. Nike, the prominent athletic shoe manufacturer, acquired Cole-Haan, a manufacturer of dress and casual street shoes, in 1988. Depending on your interpretation of the products and markets involved, you might be able to argue that this acquisition represented any of the four major growth strategies. For EACH of the four growth strategies, offer a justification that the Cole-Haan acquisition represented that particular strategy. Don’t just define what the growth strategy means; apply the definition to this specific example. Once you have offered a justification for each of the four growth strategies, choose the one you think the Cole-Haan acquisition best represents, and explain why. Subway is a large chain of franchise sandwich shops. Marcia owns three Subway stores in a large city. At the end of the year, she notes that sales rose from two to five percent over last year’s sales at Stores 1 and 2, but fell two percent at Store 3. Marcia decides to give large bonuses to the managers of Stores 1 and 2, and to put Store 3’s manager on probation. Critique Marcia’s evaluation of her stores’ performance. What would you have done differently? Be specific. Question marks: low market share/high growth rate. Candidates for strategic marketing planning, assessing potential for growth. 2. Dogs: low market share/low growth rate. Candidates to be phased out unless they are needed to complement or boost sales of other products. 3. Cash cows: high market share/low growth rate. Sources of funding for other parts of the firm. They typically require modest promotional and production support. 4. Stars: high market share/high growth rate. Usually require continued promotion efforts and expansion of production capacity. 136. The two bases of classification are relative market share (high-low) and market growth rate (high-low). This leads to four quadrants labeled stars, cash cows, dogs, and question marks. 137. Your sales manager wants you to stop selling those products that are in slow growth markets and which the company has a small relative market share. The manager also wants you to spend more time and effort selling products that are in high growth markets and which the company has a high market share. Finally, you should continue to sell but not put additional effort into high relative market share, low market growth products, referred to as cash cows. If Ryan pursues a market development strategy, he will attempt to serve new market segments. Since his product is a restaurant, market development would likely include opening additional locations in other areas, offering the same menu. 138. If Ryan pursues a market penetration strategy, he will likely expand advertising and promotion, maybe adding billboards, promoting specials, adding hours and likely expanding the restaurant to serve more customers. If they pursue a diversification strategy, they would market new products or services to a market segment they are not currently serving. Targeting landscape design or maintenance services for commercial customers would be one type of diversification. 139. If they pursue a product development strategy, they will offer new products or services to the firm’s current target market. A nursery could logically provide a landscape design consulting service, landscape maintenance service, soil and pest testing service or add additional products such as indigenous plants. 140. Many elements might be included, but it is important for students to demonstrate they understand the importance of allocating resources, leveraging competencies, capitalizing on strengths and minimizing weaknesses, coordinating efforts and decisions, and facilitating smooth operations for the firm. 141. Firms operate in a complex environment, and it is easy to overlook critical issues in the overwhelming possibilities. A structured approach will minimize the possibility that important items will be overlooked. It is also a way to ensure the transparency for the rest of the organization who depend on marketing for leadership. 142. Operational excellence, because it focuses on efficiency in its supply chain. 143. Creating and developing customer value. 144. Summer–planning; Fall–implementation; Spring–control. 145. SWOT analyses help a firm evaluate the current situation, both the internal environment and external environment. 146. Opportunities that build on a firm’s strengths relative to those of their competitors. 147. Market penetration, because the companies are trying to sell additional products (marked down) to current customers. 148. Product development, because the CD is a new product (just recorded) and it’s being sold to current customers. Some students might say that it is a market development strategy. For this to be correct, they would have to argue that a different market segment that currently doesn’t drink orange juice is being targeted. 149. The best answer is that this is a market penetration strategy. The slogan seeks to increase sales of a current product (orange juice), which reduces the options to market penetration or market development. â€Å"It isn’t just for breakfast anymore† sounds like the Growers Association wants those who drink orange juice at breakfast time to consider it at other times of the day too. In other words, it focuses on increasing usage among current customers, which is market penetration. 1. Locational excellence: In addition to having a top-notch website, try to get your products into as many retail stores as possible, probably focusing on sporting goods stores. 2. Operational excellence: Develop close relationships with suppliers of fabric and other raw materials and with retailers. 3. Customer excellence: Offer outstanding service, perhaps including live chat on the website as well as no-hassle returns if the customer changes his or her mind about a purchase. 4. Product excellence: Focus on continually improving the products and making them the most advanced ones on the market, perhaps using stylish yet durable fabrics that won’t be damaged in a fall. Then work to develop a clear positioning statement for your brand. 150. There are many correct answers; here is a sample. To make this question easier, you could ask the student to provide an idea for just one or two of the macro strategies. 1. Threats-could include the recession, a glut of graduates in the field, or reduced demand for professionals in the field 2. Opportunities-could include expected growth in the field, a new firm starting up in the area that will be hiring, or a shortage of graduates in the field 3. Weaknesses-possibilities include lack of experience, inability to relocate, or a low GPA 4. Strengths-students might mention internship experience, past work experience, classes taken, personal characteristics, or personal contacts Students will come up with a variety of answers depending on their individual situations. They will probably need to do some speculation for Opportunities and Threats. Here is a sample: 151. In order to make sure the students clearly classify the factors, you might want to provide an answer space with four sections; in each one, include a blank line for the name of the section and additional space for the factor. If you want to make this question more difficult, you can add to the question the following: â€Å"What should Microsoft have done before deciding to discontinue the product?† The answer: Microsoft should have determined the causes for the disappointing sales in order to determine whether or not another action (perhaps a different target market, a price adjustment, or a revised promotion plan) could put sales back on track. Some students might also answer â€Å"Control phase.† Strictly speaking, this is a phase and not a step; however, Step 5 is the only step of the process that fits into the Control phase, so you may want to accept both as correct answers. 152. Step 5–Evaluate performance using marketing metrics. 153. A. Evaluate results; B. Situation analysis; C. STP; D. Business mission; E. Implementation 154. A reasonable argument can be made for this being a strength or an opportunity, so this is about the rationale offered. This could be viewed as a strength in that Nike’s logo is ubiquitous and well-recognized, and customers in Nike’s target markets will be reminded of the many sports for which Nike offers shoes and apparel. It could also be viewed as an opportunity to strengthen Nike’s position overseas (due to international viewership) and to increase awareness of the breadth of Nike’s products (due to increased viewership of niche sports that ordinarily don’t get much attention). This question helps to point out that classifications are rarely black and white–how things are viewed depend on assumptions. Diversification: If you argue that dress/casual street shoes represent a different type of product from athletic shoes, but that different customers would buy Cole-Haan’s dress shoes from those that buy Nike athletic shoes, then the Cole-Haan acquisition enabled Nike to sell new products to new markets. Product development: If you argue that dress/casual street shoes represent a different type of product from athletic shoes, and if you argue that Nike’s customers would also purchase dress/casual street shoes, then the Cole-Haan acquisition enabled Nike to sell new products to its current customers. Market development: If you argue that shoes represent one type of product regardless of the type of shoe, but that different customers would buy Cole-Haan’s dress shoes from those that buy Nike athletic shoes, then the Cole-Haan acquisition enabled Nike to sell its existing product (shoes) to new markets. 155. Market penetration: If you argue that shoes represent one type of product regardless of the type of shoe, and if you argue that Nike’s customers would also purchase dress and casual street shoes, then the Cole-Haan acquisition enabled Nike to sell more of its existing product (shoes) to its current customers. 156. The major problem with Marcia’s evaluation is that her only point of comparison seems to be last year’s sales figures. She should attempt to obtain information on sales trends at other Subway sandwich shops, and if possible, at competing sandwich shops in her city. For example, perhaps her competitors and/or fellow franchisees saw much larger gains, perhaps due to an improving economy. She should also seek to understand whether or not there might be an explanation for the reduction in sales at the third store. Perhaps it is located in a shopping center that has been losing tenants, which would be beyond the manager’s control and therefore shouldn’t factor into a performance evaluation. ch02 Summary Category # of Questions AACSB: Analytic 158 Blooms: Analyze 5 Blooms: Apply 52 Blooms: Evaluate 9 Blooms: Remember 23 Blooms: Understand 69 Difficulty: 1 Easy 23 Difficulty: 2 Medium 82 Difficulty: 3 Hard 53 Grewal – Chapter 02 158 Learning Objective: 02-01 Define a marketing strategy. 40 Learning Objective: 02-02 Describe the elements of a marketing plan. 17 Learning Objective: 02-03 Analyze a marketing situation using SWOT analysis. 14 Learning Objective: 02- 18 04 Describe how a firm chooses which consumer group(s) to pursue with its marketing efforts. Learning Objective: 02-05 Outline the implementation of the marketing mix as a means to increase customer value. 17 Learning Objective: 02-06 Summarize portfolio analysis and its use to evaluate marketing performance. 27 Learning Objective: 02-07 Describe how firms grow their business. 25 Topic: Evaluating Performance 10 Topic: Growth Strategies 25 Topic: Implementing the Marketing Mix 8 Topic: Marketing Mix 6 Topic: Marketing Plan 6 Topic: Marketing Planning Process 11 Topic: Marketing Strategy 40 Topic: Portfolio Analysis 13 Topic: Step 2: Conduct a Situation Analysis 4 Topic: Step 3: Identifying and Evaluating Opportunities Using STP 1 Topic: Step 4: Implement Marketing Mix and Allocate Resources 2 Topic: Step 5: Evaluate Performance Using Marketing Metrics 4 Topic: STP 17 Topic: SWOT Analysis 10 Topic: What is a Marketing Strategy? 1

No Child Left Behind Is An Act Designed - 985 Words

As previously stated, No Child Left Behind is an act designed to help students achieve and learn more in the elementary through high school grade levels. The act was put into place on January 8th, 2002 by President Bush as a reauthorization of the Elementary and Secondary Education Act (No Child Left Behind). The act was implemented into every public school in America, and has promoted the emphasis on math, reading and writing (White). The act required annual testing in schools of all students from third to eighth grade in the 2005 to 2006 school year. Studies have shown that No Child Left Behind has been increasing students’ test scores, and the act has also â€Å"closed the achievement gap† between white and minority students (White). Writer Debra White states that, â€Å"while No Child Left Behind helps minorities get the same level of educational achievement as white students do, it also helps students coming from low-income families, students with disabilities , t hose who don’t speak English, African Americans and Latinos to get quality education.† As the No Child Left Behind helps students learn more about reading, writing, and math, the United States Department of Education states, â€Å"America s nine-year-olds posted the best scores in reading (since 1971) and math (since 1973) in the history of the report. America s 13-year-olds earned the highest math scores the test ever recorded† (Archieved). The No Child Left Behind Act has also increased students test scores. It has helpedShow MoreRelatedThe Ramifications of Government Reform on Education Essay1354 Words   |  6 Pagesan education in America. However, government acts like No Child Left Behind (NCLB) and Common Core curriculums have been put into effect in order to reverse America’s position. They are best understood as tools to bridge the achievement gap regardless of what a child may look like, sound like, or what part of the nation they come from. These programs are designed to help all children excel in school no matter what. Even though the No Child Left Behind Act significantly increased the average performanceRead MoreNo Child Left Behind ( Nclb )1409 Words   |  6 PagesIn 1965, then President Johnson signed the Elementary and Secondary Education Act into law. Over the years it has been repeatedly reauthorized and updated by congress. No Child Left Behind (NCLB) was first introduced as House Resolution 1 during the 107th Congress in March of 2001. The Act aimed to ensure that all students regardless of race or socioeconomic status would have the opportunity for a solid education. The 2002 reauthorization included major bipartisan efforts to expose achievement gapsRead MoreHow Education Is The Key Focus On Improving Test Scores1635 Words   |  7 Pagesand foundations of the school, teaching levels, what should be taught and standardized test to check for improvement, and are working on implementing another one called the Common Core State Standards (CCSS). George Bush introduced the ‘No Child Left behind Act’ (NCLB) in 2002. Since 1969 the ‘National Assessment of Educational Progress’ (NAEP) has provided data on students’ test scores and performances. The ‘Mississippi Curriculum Test, Second Edition’ (MCT2) was founded on the MS frameworks ofRead MoreFederal And State Laws Play Essay1202 Words   |  5 Pagesshow their interest i n their child (Amatea, 2013). California Department of Education advocates with policies and laws to support parent involvement to support student’s academic success. Federal and state laws play a role in linking families and schools together to build and strengthen social, emotional, and academic growth of children (Amatea, 2013). Parent Involvement Parents should always be an essential and ongoing part of school curriculum; just because their child starts school it does notRead More No Child Left Behind Essay966 Words   |  4 PagesNo Child Left Behind As students in a Structure Philosophy class, one of the main components has been to introduce and familiarize us with the No Child Left Behind Act. President Bush passed this legislation on January 8, 2002. The NCLB Act was designed to ensure each and every student the right to a fair education, to give parents more options in their child’s education, and to guarantee all teachers are highly qualified. By highly qualified, the act means teachers must have at leastRead MoreThe Reauthorization Of The Elementary And Secondary Education Act948 Words   |  4 Pages Every Student Succeeds Act was a new law that was signed into legislation in 2015 by President Barak Obama. ESSA is a biparty educational reform law was designed from several aspects of No Child Left Behind. The United States Department of Education (2015) stated that ESSA focuses on factors such as, advancing equity for the nations disadvantaged students by investing more in preschool programs, local innovations, reporting student progress on all high stakes assessmentsRead MoreEvaluation Of A Program Based Assessment Data For The Calculation Of Multi Year Averaging1072 Words   |  5 Pagesacademic instructional program designed for implementation beyond the regular school day to address the academic needs of low performing students. Middle school. A school that enrolls 11-15 year-old students in grades six, seven, and eight. Multi-year Averaging. If a school fails to make AYP based on the AMOs for reading/ELA and math, test scores from the current school year are averaged with test scores from the preceding two years. This rolling average is designed to mitigate the fact that studentRead MoreEssay about Anotated Bibliography No Child Left Behind760 Words   |  4 PagesLevente Vizi Professor Di Gloria ENC 1101 T2 137 25 March 2012 Annotated Bibliography What the paper Whats Missing from No Child Left Behind? A Policy Analysis from a Social Work Perspective. argues is that the No Child Left Behind bill might not be accomplishing its purpose. Moreover, the paper sheds light on the social and emotional risk factors that prevent students from succeeding in school. In the end, the article suggests that school social workers are capable of eliminating theseRead MoreThe No Child Left Behind Act Of 2001 ( Nclb )1227 Words   |  5 PagesThe No Child Left Behind Act of 2001 (NCLB) is a United States Act of Congress that is a reauthorization of the Elementary and Secondary Education Act, which included Title I, the government s flagship aid program for disadvantaged students. No Child Left behind was enacted with the intent to become a government aid program for disadvantaged students, and eventually raise the general education standards for the United States. This act was created with the idea to â€Å"close the achievement gap withRead Mo reSpecial Education For Students With Disabilities1466 Words   |  6 Pagesearlier the intervention for a child the greater the chance the child will succeed. The United States has formed many laws to protect the rights of individuals with disabilities. According to Gargiulo (2012), â€Å"the judicial action and legislative enactments have been two forces that have been powerful tools in securing many of the benefits and rights presently enjoyed by more than 6.5 million pupils with disabilities.† (p.43). The Individuals with Disabilities Act was created to enhance the educational