A Research Proposal on the International Branding

Elite branded products try to catch the attention of the public by attempting to sell a dream, which is done by attempting to discern the most common inner desires of the targeted consumer market; once this is done, the brand tries to enlist the services of a highly admired or a highly controversial individual to add effect to the aura or concept being portrayed by the brand.Hiring a celebrity is a venture that a known fashion brand has every capability of doing. Celebrity endorsement of luxury fashion is understood to be of great importance nowadays since when a celebrity is linked to a specific brand, the concept being created projects to have the approval of an icon, hence creating an image that it is classy; and any consumer who will buy that product will end up being closely similar to that particular icon or role model.The endorsement of luxury brands by icons is undoubtedly a trump card which could be used, if the said asset is efficiently utilized the resulting outcome almost always results to long term benefits like brand loyalty and brand equity. This phenomenon would in the long run produce a higher profitability and an increased brand value (Ukonkwo, 2007).However, it should be remembered that whoever the celebrity endorser the verdict of the consumer concerning their decision to buy or not to buy merchandise would all rest on the quality of the merchandise being sold.If the merchandise does not have anything that would sustain the initial impression created by the celebrity endorsement, like when the merchandise has poor quality or lacks the concept of genuineness then what would happen is that the clientele would no longer patronize the product. In order for a fashion brand to stay on top it has to be more than a symbol of greatness, it also has to be great if it is to withstand the stiff competition in the market.Statement of the ProblemFor the purpose of this research, the study aims to answer this question:What are the international branding st rategies of elite branded products in the United Kingdom?Definition of the Research QuestionElite designer brands are distinguished by their unique innovations which are almost always the first of its kind, their expertise, and their exclusive position in the market.   Elite fashion brands such as Giorgio Armani, Gucci, and the likes have a significant market share due to their clever marketing that allows them to present their merchandise in an attractive â€Å"must have† commodity.To maintain the continuity of   their   operations, famous clothing brands tend to attend to the concept of â€Å"customer focus† instead of concentrating on the idea of a timeless, spaceless and emotionally-charged ideas that fix meanings to intangible personal attributes like freedom, love, or family although these ideas have in their own right a universal functionality; known Fashion brands have the capability to somehow ensure the stability of current fashion trends by exerting co ntrol over consumer valuations.Research ObjectivesFor the purpose of this study, the research aims to:To provide a theoretical foundation of international branding. To provide a theoretical foundation of international branding strategies of elite branded products. To identify the international branding strategies of Giorgio Armani and Gucci. To provide recommendations in order to improve the international branding strategies of Giorgio Armani and Gucci. A Research Proposal on the International Branding Elite branded products try to catch the attention of the public by attempting to sell a dream, which is done by attempting to discern the most common inner desires of the targeted consumer market; once this is done, the brand tries to enlist the services of a highly admired or a highly controversial individual to add effect to the aura or concept being portrayed by the brand.Hiring a celebrity is a venture that a known fashion brand has every capability of doing. Celebrity endorsement of luxury fashion is understood to be of great importance nowadays since when a celebrity is linked to a specific brand, the concept being created projects to have the approval of an icon, hence creating an image that it is classy; and any consumer who will buy that product will end up being closely similar to that particular icon or role model.The endorsement of luxury brands by icons is undoubtedly a trump card which could be used, if the said asset is efficiently utilized the resulting outcome almost always results to long term benefits like brand loyalty and brand equity. This phenomenon would in the long run produce a higher profitability and an increased brand value (Ukonkwo, 2007).However, it should be remembered that whoever the celebrity endorser the verdict of the consumer concerning their decision to buy or not to buy merchandise would all rest on the quality of the merchandise being sold.If the merchandise does not have anything that would sustain the initial impression created by the celebrity endorsement, like when the merchandise has poor quality or lacks the concept of genuineness then what would happen is that the clientele would no longer patronize the product.In order for a fashion brand to stay on top it has to be more than a symbol of greatness, it also has to be great if it is to withstand the stiff competition in the market.Statement of the ProblemFor the purpose of this research, the study aims to answer this question:What are the international branding str ategies of elite branded products in the United Kingdom?Definition of the Research QuestionElite designer brands are distinguished by their unique innovations which are almost always the first of its kind, their expertise, and their exclusive position in the market.   Elite fashion brands such as Giorgio Armani, Gucci, and the likes have a significant market share due to their clever marketing that allows them to present their merchandise in an attractive â€Å"must have† commodity.To maintain the continuity of   their   operations, famous clothing brands tend to attend to the concept of â€Å"customer focus† instead of concentrating on the idea of a timeless, spaceless and emotionally-charged ideas that fix meanings to intangible personal attributes like freedom, love, or family although these ideas have in their own right a universal functionality; known Fashion brands have the capability to somehow ensure the stability of current fashion trends by exerting con trol over consumer valuations.

Industrial Growth in the United States for 1860-1900 Essay

Many important factors helped to promote America’s huge industrial growth during the period from 1860 to 1900. Before the blossom of this industrialization, the United States consisted of mostly farms and small towns. The development of factories and urban cities soon changed all of this. The railroad system expanded and eventually turned into a goldmine for commerce in the United States. Machinery started to decrease the amount of animal labor used, which allowed the consistency and production of goods to rise. As it reached the brink of the 20th century, America had surprisingly become the world’s greatest industrial nation in history. The Civil War, caused by Southern states seceding from the Union, sparked the beginning of the United States’ industrial growth. As the war came to and end, reconstruction within the country began to take place. Many new ideas and inventions began to pop up and American business leaders recognized them. One of these ideas was a railroad that would run from coast to coast. In 1862, the building of this Transcontinental Railroad began. It was finished by 1869 and drastically increased cultural diffusion. The Republican party of the Federal Government was in control during most of the country’s industrial boom. Their platform wanted to impose tariffs, or taxes, on foreign goods to keep America’s spending within its own borders. They also supported the construction of the Transcontinental Railroad. The railroad allowed goods to be sold throughout the whole country, which in turn increased production and sales. At that point in time, as well as today, time equaled money. Travel times were cut, and therefore money was raked in more than ever before. By 1900, there was almost 200,000 miles of railroad track in America. This was an increase of over 160,000 miles from 1860. The United States was â€Å"on track† to becoming a huge industrial nation. During the period of time between 1860 and 1900, there were many needs in industry. These needs included communication, natural resources, power sources, cheap labor, and applied technology. In the 1850s, 52% of all power came from animals while only 35% came from water and coal. By the 1900s, the use of water and coal more than doubled to 73% of all power sources. Many business tycoons realized his growing use of resources. One man by the name of John D. Rockerfeller created a monopoly over the entire oil industry  through his plan of Horizontal Consolidation. With this plan he was able to bring together many firms in the oil business and combine them into a single unit called a trust. Another man, Andrew Carnegie, had similar views on gaining total control of a commodity. In 1882, he used the idea of Vertical Consolidation to gain control of the growing steel industry. His business, the Carnegie Steel Company, therefore controlled every factor in the production of steel. Rockefel ler and Carnegie both became very rich men, and the United States Congress soon recognized this. They responded by drafting the Sherman Antitrust Act, which outlawed the combination of businesses that would destroy competition. As more and more people moved to the West in search of better lives, the need for communication grew. Systems of sending messages through wires and electric currents soon began to appear. These inventions were called the telegraph and the telephone. People in the West could now communicate with the friends and loved ones in the East that they moved away from. In turn, their fear of isolation soon disappeared. Although the trouble of communication was diminished, life on the job continued to be a problem. Workers demanded better working conditions. Factories soon began to run faster and more smoothly than in the past. Working conditions also improved and provided less risk of injury and strain on workers. (Document 1) Conditions were only getting better, but the need for lower wages was a growing problem for factories. Immigration rates to America began to increase. From the 1860s to the 1900s, the number of immigrants rose to over eight million people. This allowed wages for workers to go down because immigrants would work for less money. The factories could now spend more money on the production of goods. The many demands of industrial growth were met throughout America’s industrial boom. During the second half of the 19th century, the United States shocked the world by transforming into a dynamite industrial nation. It’s population increased from six million people in 1860 to over thirty million in 1900. Power sources played a major role in industry at this time. Communication devices and railroads also increased commerce. Big businesses were on the rise and American’s soon left their farms for factories. These factors helped to promote the United States’ successfully rapid industrial growth during the period from 1860 to 1900.

Water in architecture and water spaces: look, touch, feel

The paper focuses on how the presence of H2O & A ; # 8211 ; either as a characteristic or a map & A ; # 8211 ; enriches the design of public edifices, and how this relationship is perceived through centripetal human experience. Four instance surveies are used. Case analyze one is the Roman bath composite at Bath, Avon ; instance survey two is an early Modernist design of a glass marquee by Bruno Taut ; instance survey three is an illustration of a Post Modernist plaza in New Orleans designed by Charles. W. Moore ; and instance analyze four is the modern-day design of a thermic baths in Vals, Switzerland by Peter Zumthor. In each instance there will be an analysis of the architectural design including facets such as symmetricalness and balance, coloring material, texture, stuffs, signifier, and graduated table. Findingss will include how H2O is used in the design infinite and its consequence upon the human senses. The survey expects to see a strong relationship between the presence of H2O and the environing design of the edifice. Furthermore, the survey hopes to set up a difference in the relationship between the centripetal experience of the two instance surveies where H2O is used as an aesthetic characteristic and has no practical map compared to the two baths where H2O is used to bathe in. The surveies are ordered chronologically to enable clear designation of the germinating architectural differences between the ancient bath edifice, and the two 20th century illustrations. Probe aims to research the potency of H2O as an instrument to help the designer ‘s efforts at making semblance. Aspects such as coloring material, and representation of signifier will be analysed in the two 20th century illustrations. The survey will climax with the modern-day invention and dynamism so supremely represented in the work of Peter Zumthor. In this 4th and most of import chapter the work aims to place how modern-day developments in architectural design & A ; # 8211 ; in comparing with the older instance surveies & A ; # 8211 ; expands and enriches the relationship between H2O and the human senses. Methodology The information for this survey was collected through documental research. Chapter one draws from Barry Cunliffe ‘s Roman Bath Discovered as a primary beginning and archeological context.The baths went through several phases of development before they were abandoned: this survey will utilize the simple program of the first phase as an illustration to avoid any confusion. Because of the age of the instance survey it is non possible to retroflex with certainty the exact nature of the centripetal experience of utilizing the baths. Therefore some guesss had to be conjectural based on the archeological and architectural grounds used. Throughout the thesis I will pull on Veronica Strang ‘s book The Meaning of Water ( 2003 ) which provides a utile penetration into the nature of the component in treatment. In the survey of Bruno Taut ‘s glass marquee the centripetal experience will besides hold to incorporate a conjectural component based on documental research as the marqu ee itself no longer stands. For chapter four, cyberspace beginnings were used in concurrence with diaries and books to turn up a firsthand history of the centripetal experience of Peter Zumthor ‘s baths. As a reasonably recent design of a comparatively unwritten about designer it was hard to turn up a diverseness of beginnings for the baths so the chapter will pull chiefly from articles both from cyberspace beginnings and from publications. IntroductionThe first chapter will look at the Roman Baths in Bath, Avon. It will research the relationship between the architectural design, the stuffs used, and the human senses, concentrating on the original program of the baths in their first stage as depicted by Cunliffe ( 1971 ) . This chapter will introductory to the survey as it will convey into treatment facets such as the relationship between the inside and outside of the edifice as perceived through human centripetal experience, and the atmospheric effects created by thermic Waterss which will be explored more exhaustively in the concluding chapter. It will measure facets of the Roman design such as symmetricalness, coloring material, and ornament and how these might hold enriched the bathing experience. Chapter two uses the instance survey of a glass marquee, imagined by the poet Paul Scheerbart, and designed by Bruno Taut in 1914. The cosmetic construction was designed to be exhibited at the Werkbund exhibition and was demolished shortly after. The H2O characteristic is centrally placed, designed to reflect the changing visible radiation through the motley glass panels of the environment. Its vision of a Utopian signifier of architecture utilizing glass prisms provides a alone contrast to the functionally aesthetic Roman baths. It will be used to develop the thought of architecture proving the boundaries between the perceptual experience of interior and exterior and between public and private infinite. The presence of the H2O and its interaction with the visible radiation from the marquee ‘s colored glass means that these constructs are explored through centripetal experience. Using relevant beginning stuff this chapter constructs an independent reading of Bruno Taut ‘s design, concentrating on its interior round signifier and tiered infinite.In Chapter Three the instance survey used will be the Piazza d'Italia built by Charles W. Moore between 1974 and 1978 for the Italian community of New Orleans. The Post-Modernist design is characterised by Moore ‘s dry reading of historical signifiers of architecture placed around a fountain in the form of Italy. The survey provides a utile contrast to the old illustrations & A ; # 8211 ; it raises inquiries of how symmetricalness in architectural design affects the centripetal perceptual experiences. The focal point of the construction is the H2O characteristic which serves as a self-contradictory unifier and centrifuge of the experience. Furthermore, this illustration brings into treatment the construct of a more complex relationship between the human senses and H2O in architecture which will climax in the concluding chapter. Chapter four concerns the thermic baths at Vals, Switzerland, designed by Peter Zumthor in 1996. This last and most of import chapter purposes to convey together facets of the three old illustrations through analysis of a modern-day design. The focal point will be on Zumnor ‘s inventive reading of the usage of H2O in a natural environment. Research into his combination of proficient invention and sensitive perceptual experience hopes to set up how H2O can be used in modern-day architectural design to enrich the centripetal human experience. Study will besides concentrate on facets of the design such as the careful attending paid to accomplishing balance and integrity & A ; # 8211 ; through characteristics such as the combination of different stuffs used. Features of the earlier instance surveies & A ; # 8211 ; such as the ambiguity of signifier in Moore ‘s plaza are discussed in visible radiation of Zumthor ‘s design of the baths ‘ inside. Finally, the survey will measure how successful Zumthor ‘s illustration is in unifying traditional constructs in a modern-day infinite.The Roman Bath Buildings at Avon, Bath.During the first century AD the Temple of Minerva and the baths were built at Bath over a thermic spring. As portion of the edifice procedure an enclosed reservoir was constructed with the point at which the H2O poured into the drain being unfastened with a flight of big stairss from a platform above, leting visitants to acquire near to the beginning of the H2O. The gap through which the H2O was accessed boasted an impressive archway ‘creating the feeling of the steamy H2O fluxing through the oral cavity of a cave from the Centre of the Earth. ‘ ( Cunliffe 1971, p.26 ) . The original entryway hall boasted three monolithic Windowss through which could be seen the sacred spring and the communion table beyond. The Great Bath would originally hold been covered by a masonry vaulted ceiling besides with big Windowss in its 2nd grade home base xxiv cunliffe. Roman glass was translucent so the baths would non hold been lit every bit good as an unfastened air pool. This means that there would hold been no positions from the Windowss and small Sun, ensuing in minimum interaction between the experience of being inside the edifice and the conditions outside. It appears that the lighting of the constitution took 2nd topographic point to the administration of infinite within the inside. Aside from the Great Bath the block contained two smaller Chamberss & A ; # 8211 ; the calidarium ( hot room ) , and tepidarium ( a warm acclimatising room ) ( Rook 1992, p.23-4 ) , and another smaller swimming bath now known as the Lucas bath. ( Cunliffe 1971, p.45 ) . High vaulted infinites covered the thermic Waterss of the Great Bath to let the steam to rise.As Macdonald says of this manner of Roman roof, ‘the main key to the sort of centripetal reaction or emotional response evoked by these edifices was the capacity of their concave forms to bring on an feeling of spread outing or lifting hollowness. ‘ ( 1982, p.176 ) The perceptual experience of infinite inside the baths would so hold been altered as the swimmer left the little heated altering suites and entered the country of the Great Bath. The warm bubbling H2O, with the ice chest tranquil infinite above would hold created two contrasting, yet complementary, centripetal experiences. This design meant that the activity of the H2O environment could be enjoyed while the oculus followed the way of lifting bluess, going upwards to the still repose of the vaulted roof. Leting the oculus to go, while bodily staying in the same topographic point would hold been an built-in portion of th e relaxation procedure. The tallness of the ceiling would hold besides added to the atmosphere by doing sounds to repeat. White limestone surrounded the bath which would hold been smooth to the touch, and excavated grounds suggests that statues and other shrine-like images decorated the inside, with a fountain in the Centre. It is possible to conceive of how the continually altering province of the Waterss would hold played upon the environing surfaces of the ornament, looking to bring forth fluctuations in coloring material and texture. As Veronica Strang says in her publication on H2O: The hypnotic qualities of H2O are of peculiar involvement in sing centripetal perceptual experience and the creative activity of significance. Schiffman ( 1996:101 ) notes that the oculus is automatically drawn to wavering or traveling stimulations, and Gell ( 1992 ) and Morphy ( 1991, 1992, 1994 ) have shown that shimmering or visually exciting forms can excite affectional responses in many different cultural contexts. The play and glare of H2O provide ocular stimulation that are rather different from those of most objects. The ocular involvement of inanimate objects is gleaned by the oculus actively following the signifier and coloring material and item. With H2O ( & amp ; # 8230 ; ) the oculus is presented with a luminescent image it can non ‘hold ‘ . Alternatively, it must merely absorb all of the beat of motion and the bantam displacements and alterations. ( 2003, p.51 ) . As in modern-day swimming baths it is likely that the Romans would hold enjoyed sitting beside the H2O to watch the drama of visible radiation and absorb the ambiance. From the remains found at Bath it appears that the design included sing countries: the bath itself lay in the Centre of an aisled hall 109ft long by 67ft broad, divided into a nave and two side aisles, or ambulatories, by uninterrupted arcades framed with pilasters and entablature like those in the entryway hall. Each ambulatory was provided with three exedrae, a cardinal rectangular deferral with semicircular 1s on either side, each framed by wharfs back uping arches in harmoniousness with the chief arcades. ( Cunliffe 1976, p.45 ) . These deferrals, placed within a symmetric program, would hold provided topographic points for people to sit and see the baths, while the uninterrupted arcades would hold led the line of vision around the inside, with the consequence of there being no beginning or terminal. This continuity of signifier in the chief country reflects its map as a consolidative infinite in two ways: one, architecturally associating the four different countries of the edifice, and two, supplying a public infinite befitting of the societal map of bathing itself which brought people together. To help the construct of bathing as a societal and a sacred experience certain characteristics were designed to appeal to the human senses. The floors and walls were decorated with mosaic forms in different colorss ; contrasts of coloring material being common in Roman architecture ( Macdonald 1982, p.176 ) , and as portion of the roof structures there stood tall columns in the cosmetic Corinthian manner. As a sacred topographic point, dedicated to Minerva, the therapist, visitants were tempted to throw offerings into the sacred H2O of the spring in hope of their wants being granted. The act of separating with money or something beloved is a ritual made possible by the spring being situated beneath the chief entryway hall. Excavations in 1878 by Mann discovered valuable offerings including pewter decorations, a gold earring, and a pin with a pearl attached. ( Cunliffe 1976, p.28 ) . The presence of the H2O beginning provides an temptation to the baths within, and moreover the gesture of the spring beneath would hold created a rich bubbling pool easy transforming the solid masonry and concrete walls into an aesthetically delighting yet functional infinite. The architecture of the baths edifice appears to hold been wholly devoted to the rite of bathing itself which occurred indoors. As Michael Wheeler says in Roman Art and Architecture ( 2001 ) :you went to the baths in great Numberss to speak to and about your friends and to work off the night-before. But one thing you surely did non make ; you ne'er glanced at the untidy composite of domes and gables outdoors as you entered. It was the interior of the edifice that mattered, with its looming wall-spaces that stretched the heads of designer and sculpturer and gave a sense of wellbeing to patron or client. ( p.16 ) . The experience of bathing was completed in a series of phases. The swimmers foremost entered the dressing room to alter, so after being anointed with oil proceeded to the series of chief bathing suites that varied in temperature ( net ref. 1 ) . In the calidarium swimmers had their organic structures scraped of oil and sweat, before come ining the frigidarium ( cold room ) , where there was a little cold pool. The swimmer so entered the Great Bath. The Romans had no quantitative measurings for temperature, ( Rook 1992, p.13 ) and despite the usage of the walls as warming in concurrence with under floor warming at that place would hold been comparatively small control over humidness compared to modern-day bath composites. Walls would hold been damp from capillary wet oozing up through the porous edifice stuffs and from condensation when heater humid air came into contact with colder surfaces. This meant that the visible radiation and heat of the bath might hold varied harmonizing to h ow many other people were utilizing it at the clip. Surely, these baths were designed to look their best when full of people & A ; # 8211 ; when the Waterss were traveling and the steam rise and breakage in the infinite above. The baths were alone in that they provided a extremely esteemed environment ( baths were frequently owned by emperors ) where personal rite could be conducted in a public infinite & A ; # 8211 ; which merely the presence of the H2O would let. The baths were ‘people ‘s castles, supplying a cultural focal point where everyone could bask luxury on a imperial graduated table every twenty-four hours. ‘ ( Rook 1992, p.20 ) . It is non hard to conceive of the many different odors & A ; # 8211 ; of different scented oils, steam, and hot organic structures. The baths composite was a wealth of money, leisure and animal experience, and the different stuffs used in the design reflect this. In the hall of the Great Bath lead lined the pool which met with the limestone beside it. This contrast of stuff was continued throughout in the broken signifiers of mosaic form interspersed with bronzy objects such as a bronze penstock in the north-east corner of the chief bath. ( Cunliffe 1 976, p.45 ) .As expected there appears to be a close relationship between the design of the baths at Avon and the centripetal experience of the spring H2O which was both a functional and an aesthetic feature.These two facets appear to hold been built-in to one another and it will be interesting to see how the relationship between architectural design and the human senses alters in the following instance survey where H2O within the glass marquee is present strictly for aesthetic grounds.The Glass Pavilion designed by Bruno Taut for the Werkbund Exhibition, 1914.This instance analyze expressions at the interplay between H2O, visible radiation, and the senses in the early Modern Expressionist design of Bruno Taut ‘s glass marquee. The building was commissioned by poet Peter Scheerbart who dreamed of a ‘soaring glass architecture ‘ as a liberating up of architectural design. ( Crasemann Collins 1962, p.12 ) . It was a fourteen-sided prism roofed by a dome with bluish, green, and gold glass panels which reflected the sky. ( Ward 2001, p.65 ) . Inside was a seven-tiered chamber whose walls were made of glass panels lined with glass mosaic, and a round stairway & A ; # 8211 ; an ‘unreal, spiritual flight of stepss that one descends as if through scintillating H2O ‘ ( Pehnt 1973, p.76 ) . On the lower degree there was a rotunda with a pool and H2O cascading down superimposed stairss so that the going sound of H2O would hold echoed up to the highest grade. Taut claimed that the construction had been designed in the spirit of a Gothic cathedral. As Kenneth Frampton ( 1994 ) says, ‘In consequence a ‘city Crown ‘ , that pyramidic signifier postulated by Taut as the cosmopolitan paradigm of all spiritual edifice, which together with the religion it would animate was an indispensable urban component for the restructuring of society. ‘ ( p.116 ) . This remark is reflected in the usage of H2O as a symbolic unifier in two ways. First as a physical presence that mirrors the refracted visible radiation from the glass panels, making a harmonic balance between floor and ceiling and a sense of integrity within the construction, and secondly as something that all living things and people need and understand as an indispensable portion of life & A ; # 8211 ; an indispensable ingredient if you like of Taut ‘s Utopian ideal. When standing at the top of the H2O cascade it was possible to see upwards through the round infinite in the center to the curving infinite of the upper grades beyond. This provided a ocular contrast between the fluid downward motion of H2O and the curving pyramidic signifier of the roof above. Further ocular delectations were to be found in the wealth of colorss used in the design. The cascade of H2O travelled over pale xanthous glass, ‘terminating in a deferral of deep violet in which images were projec ted from a kaleidoscope. ‘ ( Pehnt 1973, p.76. ) The presence of the H2O served to unite people ‘s experience of the visible radiation into one ocular constituent. Because this building was non designed to be a lasting construction it did non necessitate to run into the heavy physical demands of wear and tear. Thus it is more aesthetically delighting than the Roman bath edifice, which in many ways was more functional.The aisled hall of the baths had a basic rectangular signifier surrounded by solid rock masonry which gave the edifice a sense of permanency. In contrast, the round signifier of Taut ‘s skeletal construction would non hold stood by itself: the upper hall was domed with different colored glass panels set into strengthened concrete ribs and relied on the stiffening consequence of the panels for stableness. The aesthetic map of the arched roof has non changed since the clip of the Roman baths at Avon ; in both structures the opening out of the roof provides infinite in which the head is set free to see the animal delectations of the inside. Yet what differs in Taut ‘s marquee is the temporalty of the construction. The tall ness creates a self-contradictory feeling of impermanent permanency & A ; # 8211 ; a brief feeling that one is about liberated from the confines of earthly constructions into the kingdom of the sky & A ; # 8211 ; while the presence of the running H2O beneath reminds the spectator that they are still on Earth. In a 1928 essay on ‘The Aestheticss of Architecture, ‘ Bruno Taut spoke of his ‘love for clean smoothness ‘ ( quoted from Ward 2001, p.56. ) This doctrine is echoed in design of the marquee where the visible radiation which is cast down through the glass surrounds hits the lower grade and is instantly washed off and diffused by the running H2O. As Strang ( 2003, p.50 ) says, ‘the most changeless ‘quality ‘ of H2O is that it is non changeless, but is characterised by commutability and sensitiveness to alterations in the environment. ‘ Thus it is possible to visualize the experience of the marquee: the senses being continually stimulated by the changeableness and reverberation of the H2O, the shifting visible radiation through the glass and its contemplation in the H2O, even the odor of the humidness & A ; # 8211 ; all of which are at the same time and subtly altering harmonizing to the nature of the conditions outside. It is non difficul t to conceive of how a flicker of Sun might all of a sudden hold transformed the marquee into a thousand inkling pieces. Furthermore, the seven grades allow the witness to command their centripetal experience by traveling as near and as far off from the altering visible radiation forms as they desire. Differing degrees which induced different experiences was non a characteristic of the design in the Roman baths but a parallel can be drawn between this facet of the marquee and the galleried hallway of the baths where the populace could see the spring beneath. In the comparing between the two instance surveies so far, the rite of bathing with its associated centripetal delectations becomes replaced by the rite of aesthetic and centripetal grasp entirely & amp ; # 8211 ; without the H2O holding any practical map whatsoever. It provides an indispensable focal point, take awaying attending off from what would otherwise be a cold empty infinite. As Strang ( 2003 ) says of the belongingss of H2O: Physically, it is the ultimate ‘fluid ‘ , make fulling any containing form and, every bit easy, shriveling and vanishing into the Earth or vaporizing into the quintessence. It has an extraordinary ability to transfigure quickly into substances with oppositional qualities, that is, the extremely seeable, concrete solidness of ice, and the fugitive dematerialisation of steam. Each province is infinitely reversible, so that this polymorphous scope is ever potentially present. ( p.49 ) . It is this changeableness and potency of H2O that enables the marquee to map as a dynamic public, yet personal, edifice. The tiered degrees above allow room for private contemplation in a public infinite. It is clear that the map of the H2O differs to that of the Roman baths, nevertheless, the aesthetic experience in both fulfils a axiom quoted by Walter Gropius & A ; # 8211 ; that ‘art is none other than the transmutation of supramundane ideas into objects of centripetal perceptual experience. ‘ ( quoted from Pehnt 1973, p.35 ) . In footings of the baths at Avon and Taut ‘s marquee, what could hold been an ordinary ‘mundane ‘ experience & A ; # 8211 ; the act of bathing, the observation of an cosmetic construction, & A ; # 8211 ; is transformed by the design of the edifice in concurrence with the presence of H2O and its consequence on the senses into something extraordinary. The round signifier of the interior creates a bubble where the witness becomes isolated from the outside universe ; the altering visible radiation and the motion of H2O making a sense of eternity. As Simon Urwin ( 2003, pp.125-6 ) says: every organic structure has around it what might be called a ‘circle of presence ‘ that contributes to its ain designation of topographic point. When a organic structure is in relationship with others, their circles of presence affect each other. When a organic structure is put into an enclosure or cell its circle of presence is besides contained and possibly moulded. If this is true so the centripetal experience of the person in the marquee would be shaped by the round presences of the grades and the H2O below climaxing in a rich and permanent personal experience. In the Roman bath edifice we see a all right contrast to this experience & A ; # 8211 ; where the functional facet of the H2O would hold caused Urwin ‘s ‘circles of presence ‘ to be broken down so that public and private infinite become one. Indeed Taut himself stared that he demanded ‘no differentiation between public and private edifices. ‘ ( quoted from Jencks 1985, p.61 ) . As a concluding point for the instance of the marquee, it is deserving sing the really construction itself and the infinite it contains. Its map & A ; # 8211 ; although non practical like the baths & A ; # 8211 ; is to supply an intermediary topographic point between the exposure of the out-of-doorss and the confines of the indoors, a infinite out of clip. The usage of different colored glass creates a absorbing interplay between visible radiation and H2O while making an enclosure without the feeling of being enclosed. This brings up interesting issues associating to the boundaries of interior and exterior which will be looked at in greater item when comparing these surveies to Zumthor ‘s work subsequently on. The following instance survey explores an unfastened air piazza the design of which provides a blunt contrast to Taut ‘s marquee. The chapter aims to place the germinating complexness of the relationship between architectural design, H2O and the senses & A ; # 8211 ; traveling on now to an illustration built in 1974.

Security Design Research Paper Example | Topics and Well Written Essays - 250 words

Security Design - Research Paper Example that critically need fool proof security solutions include battlefield defences systems, money transaction system, international telephone system, etc. With the lapse of time, system complexities in such environments are rapidly increasing and traditional security paradigms are becoming insufficient. The authors remark that although the â€Å"common V model† (108) framework of determining a system’s lifecycle can still be used as a general starting point, systems thinking must be inducted widely. In order to develop and implement systems thinking to the sphere of complex systems, the systems designer must have a thorough understanding of his/her operational environment. Understanding the subsystem components, hierarchy situation, functional constraints, etc. are also equally important. To achieve this, Alston and Campbell also suggested that the systems designer should develop a range of potential solutions (110). This action can be achieved when divergent thinking and convergent thinking are coalesced with the help of spray diagrams, multiple cause diagrams, etc. Next, systems level designs and techniques must be produced. After that, the implementation scheme must be verified with the help of the techniques like software and hardware testing, validation, etc. Finally, the designing team must adhere to the most flexible â€Å"Systems Engineering policies, processes and tool sets† (Alston and Campbell, 112) that can be used and modified during security emergencies. Alston, Ian and Simon Campbell. â€Å"A systems engineering approach for security system design.† Proceedings of the 2010 International Conference on Emerging Security Technologies. New York: IEEE, 2010. 107-112.

Ethics and Governance Essay Example | Topics and Well Written Essays - 1500 words - 5

Ethics and Governance - Essay Example According to Kant, it is morally wrong to lie. He argued, in general, business lies and it makes it difficult to obtain a balance credit if everyone lies. Kant also argued that ethics is irrelevant in the business because most business lies and behave immorally (ibid). In order to be ethical business, one must believe that shareholders and customer have dignity. They are valuable human beings and worth more than the stock or the price of the goods (ibid). Kant’s recipe for business management is (1) to treat people respectfully and consider they have dignity. Commercial transaction is not prohibited but one has to treat the others as an end not merely as a means. Acting deceptive in commercial transaction indicates dishonesty and lack of ethics, even without rational and moral capacities. This requires businesses not to coerce or deceive their shareholders or customers. Asymmetric information is common in business. Too often, managers or individuals with more information tend to consider themselves powerful and yet, are abusive to others. Kant suggested that (2) to reduce power abuse in business management, it is necessary there is open book management or transparency relationship between employers and employees. Said Bowie, when employees have full information, they have the incentive to behave responsibly. Case (1995) agreed with Kant concerning open book management. He said, open book management gives the opportunity to employees to take â€Å"a chance and act to take responsibility, rather than just doing their job†¦ gets people on the job doing things right†¦ teaches them to make smart decisions†¦ because they can see the impact of their decisions on the relevant numbers† (p. 45-46). The practice of open management would correct asymmetrical information the managers have (Bowie, 1999). Since managers have more information, they tend to abuse

Beethovens love life Essay Example | Topics and Well Written Essays - 250 words

Beethovens love life - Essay Example However, because Brunsvik’s mother arranged a marriage to a much older man of a higher social class, Beethoven had to suppress his feelings for her. Brunsvik felt much the same way about Beethoven, and it wasn’t until her husband died that the love affair between the two of them grew. Over the course of the next few years, Beethoven wrote many love letters for Brunsvik that professed his love for her. However, Brunsvik’s family put her under pressure to end the relationship for the simple fact that Beethoven was a commoner. If she had married Beethoven, she would have lost guardianship of her children from her first marriage. Despite this, Beethoven continued to pursue Brunsvik secretly, although this never amounted to anything. Another woman that Beethoven had strong feelings for was one of his closest friends, Therese Malfetti. It is thought that Beethoven’s famous piece Fur Elise was dedicated to her. The overriding common denominator in all of Beethoven’s relationships is that he pursued women of a much higher social class, which inevitably meant that he was unable to marry any of

Teaching Document Essay Example | Topics and Well Written Essays - 500 words

Teaching Document - Essay Example The other chemicals used include: alpha amylase enzyme, gluco-amylase enzyme and carbon which is used in the adsorbers as a decolorizer. The process occurs in five main stages; two hydrolysis processes that convert about 100% of the starch in the slurry into glucose and three evaporation processes to dry up the glucose. The starch slurry first flows into the first hydrolyser, R1, which converts 25% of the starch into glucose using alpha-amylase enzyme that catalyzes the hydrolysis process. After the first hydrolysis process, the viscosity of the slurry is reduced, and the slurry is then passed through a centrifuge, PS-1, which removes any proteins and oils present. The slurry is then passed through the second hydrolyser, R-2, which completes the hydrolysis process using the gluco-amylase enzyme that leads to the overall conversion of starch to glucose to almost 100%. The viscosity reduction of the slurry after the first hydrolysis process ensures proper mixing with the gluco-amylase and prevents the formation of unhydrolyzable gelatinous material in the second hydrolyser. After the second process of hydrolysis, the slurry is decolorizes in an adsorber, CS-1, parked with carbon (Silla 23). After the conversion of starch to glucose the rest of the process dehydrates the glucose. A dry product is then obtained using the process of evaporation. The glucose solution is pumped into the first stage of evaporation where a portion of the water is removed. To conserve energy (heat), the first stage of evaporation uses mechanical re-compression of the vapor evolved and since glucose is heat sensitive the process is conducted in a vacuum produced by a vacuum pump, C-1. The first evaporation stage is carried out in two steps; in the first step, energy is transferred to the solution in the boiler to evaporate some water concentrating the glucose. In the next step vapor and liquid are separated in a phase separator. After the

U.S. foreign policy in Iraq Essay Example | Topics and Well Written Essays - 1250 words

U.S. foreign policy in Iraq - Essay Example The expression â€Å"the first casualty of war is the truth† would probably be appropriately applied to all of the wars between nations throughout the entire history of warfare. The Iraq war will always be branded as the only war that was based completely on lies.The truth died several deaths prior to the human deaths that occurred due to the U.S. invasion and occupation of Iraq (March 2003 – August, 2010). As the war progressed following the 2003 invasion, the American public progressively lost confidence in the Bush administration’s war policy as they grew to understand more and more what the majority of the rest of the world had realized since the first nights bombing of Baghdad. The war is undeniably illegal as defined by the United Nations (UN) and International Court of Justice (ICJ), the two most paramount legal bodies in the world. Iraq had no link to terrorism, no weapons of mass destruction (WMD), and no legal rationale to attack. Despite this, Bush dec ided to invade the Republic of Iraq for causes deemed objectionable to the majority of other countries so he frequently relied on and utilized false information to rationalize it. He lied. This discussion will examine how the truth was a casualty early and often during the lead up to the war and outlines some of the consequences brought about by these far-reaching and deadly deceptions. Bush voiced his disagreement to the concept of ‘nation building’ during the 2000 presidential election debates but as president waged an undeclared war against a sovereign country that had neither attacked first nor threatened to. Immediately following and as a reactionary reply to the terrorist attacks on September 11, 2001, Bush stated the county’s intention to begin a ‘War on Terrorism’ which he portrayed as a protracted battle against those that would use terrorist actions in addition to the countries that enabled them. The eventual culmination of the selective le gal reasoning and rhetoric concerning the ‘War on Terror’ was Bush’s order of the military to invade both Afghanistan and Iraq, an illegal action on many fronts. Bush had constantly claimed that these actions were legal. First, he argued, due to language existing within the UN Security Council Resolution 1441 regarding Iraq and secondly, the invasions were an act of self-defense which is permitted by international law. Conversely, according to Richard Perle, advisor to U.S. Defense Secretary Donald Rumsfeld and official of the U.S. Defense Policy Board, â€Å"international law ... would have required us to leave Saddam Hussein alone.† (Burkeman & Borger, 2003). However, this option would have been â€Å"morally unacceptable† according to the Bush administration. Bush chose to solicit then followed the advice of biased, self serving legal opinion from a low-level Justice Dept. employee despite strong disagreement by higher level personnel within the Dept. in addition to and the U.S. State Department which cautioned against ignoring international law and U.N. laws in addition to covenants of the Geneva Convention. The Bush administration was determined in its careless use of military force and disregard for laws established to by the world’s community of nations. The initial foreign incursion of the U.S. military along with the ‘coalition of the willing’ in its ‘War on Terror’ was Afghanistan, more specifically the Taliban terrorist faction based in that country. The U.S. claimed to possess ‘clear and compelling evidence,’ that the State of Afghanistan was giving refuge to terrorists, as did Iraq. However, if this assertion were true, why then didn’t the Bush administration divulge this information to the UN Security Council so as to obtain legal grounds to invade? The U.S. defended its invasion and occupation of Iraq to the countries of the world by announce, if not substanti ating, that it was a undertaking to remove WMD which endangered not only the U.S. but all other countries as

Small Business Management Assignment Example | Topics and Well Written Essays - 2000 words

Small Business Management - Assignment Example Keeping the objective in mind the study looks to analyze the cafe and restaurant market of Sydney, Australia. In order to conduct the feasibility study, methodical analysis of the market condition is required. Market conditions tend to have significant effect on the viability of a business. While conducting market analysis certain strategic tools are required. Keeping the objective in mind PEST analysis of Australia has been conducted. Special emphasis has been to the city of Sydney while conducting a PEST analysis. A part from this the 4 P’s of marketing has also been used to provide a future action plan. The in-depth analysis has been punctuated with a brief market audit of the Australian Restaurant and cafe market to analyze the present and future market scenario as well as growth opportunities.However the preference of gourmet coffee among of the coffee has been quite evidently visible. This is largely due to the fact that the Aussies view quality coffee like a luxury prod uct at an affordable price. If numbers are to be believed more than one billion cups of coffee have been sold in Australia. The percentage of out of home consumption of coffee has seen a steady rise. According to analysts as the economic conditions are set for improvements, steady growth of the cafe and restaurant business is expected over the course of next five years and so. Such growth is applicable as there is likely to be presence of both international players as well as other franchises. This discussion outlines that competitive Landscape The cafe and restaurant industry of Australia can be tagged as highly competitive. The main reasons can be presumed as very low barriers to entry. Add to that the industry is believed to be highly fragmented. According to reports the major players hold less than ten percent of the total market share. The small players enjoy a fair share of success as the 91% of the food chain businesses have less than fifty employees. There exists strong pres ence of franchisee model or any equivalent business strategy. Companies like McCafe, Coffee club, Hudsons Coffee, out back Jacks, etc. have set up strong and successful franchisee models in Australia. The companies mainly compete on the merit of quality, price and customer service. Growth Opportunities The key to the success in Aussie restaurant and Cafe business is to understand the customers and providing the customers something unique.  

Equity and Trust Essay Example | Topics and Well Written Essays - 1500 words

Equity and Trust - Essay Example That’s when Lord Longdale ruled that Richard Knight did not make a trust, because his will did not satisfy the three certainty tests named above (Brophy, 2008, p. 91). In the case above, the provisions satisfy only one certainty that is certainty of intention. In Jones vs. Lock 1865, the court denoted that for a trust to be established, it must pass the certainty of intention test. In this case, Robert Jones loosely said that he was going to keep son 900 pounds for his child. Before altering his will, he died. The issue under consideration in this case therefore was on whether the 900 pounds he had offered belonged to the child, or to the residuary legatees. In arriving at their decision, the court held that Robert Jones did not have any intention of initiating a trust for the child; therefore the money was still under his residuary legatees. On this basis therefore, the court denoted that certainty of intention must be proved for a trust be valid. This argument is further rei nforced in the case involving Paul vs. Constance 1977. In this case, the court denoted that prove of certainty of intention is an important factor in determining the validity of a trust (Harrison, 2012, p.29). Sam, in his will provides for the distribution of his shares to Margaret his sister, and four grandchildren. However, he does not specify the amount of shares to be distributed to the individuals. In the case law that involved Palmer vs Simmonds 1854, the court denoted that there wasn’t any trust established when the testator wrote in his will that the bulk of his property should go to four unnamed individuals on an equal measure, but subject to a number of stipulations (Brophy, 2008, p. 41). This is because the Testator was not specific on the value of his property that was to be shared. On this basis therefore, the above provision is not valid, and does not create a trust, because he does not prove certainty of subject matter. Another issue that arises also is that Sa m does not give the names of the grand children under consideration, and it is therefore difficult for the trustees to know whom Sam had in mind. In the case law involving IRC vs. Broad way Cottages, the court denoted that in an instance where it is difficult to establish the specific beneficiaries of a will, then the trust established is void (Brophy, 2008, p. 56). In this case, the testator wrote a will denoting that any income derived from his property should benefit the settlor’s wife, and other relations of the settler. The term relation was not certain, making the will void. On this basis therefore, the provisions in this will are void, and do not establish a trust. (b) In this case, Sam satisfies the certainties established in the Case law of Knight vs. Knight. This provision satisfies the certainties of object, intention and subject matter. For instance, Sam identifies the object to be disposed, and that is a bronze statue of a musician; and the beneficiaries who are the grandchildren of Fiona. The case involving Re Kayford 1975 is a perfect example of a case law that depicts the importance of certainty of intention in a will (Brophy, 2008, p. 67). In this case, the managers of Kayford mailing company were concerned that their organization will be insolvent. On this basis, they opened an account with another bank to keep payments that

Strategic marketing options for energy service companies in Singapore Essay

Strategic marketing options for energy service companies in Singapore - Essay Example Electricity is the lifeline of all business and individual activities and ESCOs help in finding the means and ways of using minimum of this input to generate maximum revenue. Singapore has high potential for renewable energy (RE) and energy efficiency but the need of the hour is to prepare the road for future needs when demand will surpass the supply. No country can depend on supplies of diesel and petrol, as these resources are limited and renewable energy resources are the only alternative to keep the world move fast on the road to economic growth. In Singapore, the three reasons to opt for renewable energy and energy efficiency are environment constraints, dwindling coal, natural gas and oil prices, and incapacity to generate thermal or nuclear power for industry use. Solar energy has huge potential but there are challenges too. Solar capacity and demand both need to be increased, as 1 MW= 5 acres of land. Depending on solar energy is an issue, as we cannot depend totally on renewable; coal, nuclear, and natural gas is must to keep the lights glow but the good thing is that solar energy can be stored too (Gabriel, R. W. Beck Inc. Electric Cities Confe rence). Singapore is collectively marching ahead to make advances in the renewable energy with regional and international bodies. According to the ASEAN Plan of Action for Energy Cooperation (APAEC) for 2004-2009, one of its objectives has been to formulate and maintain continuous progress on the front of renewable energy and relevant technologies. Different strategies of the RE programme include formulating a policy framework the action for which needs to set renewable energy targets, capacity building and effective communication among the stakeholders. Information network should be developed to promote RE. Bio-mass based and bio-fuels development demand heavy investment in technological research and development. According to Khew (2007) Chairman, Sustainable Energy

Thirty Years War Essay Example for Free

Thirty Years War Essay History is explicitly encompassed of many significant events that are attributed and related to the continuous and rapid development of the human civilization. In Europe, many wars were fought over by the different kingdoms and societies to rule over the other states and gain political supremacy in the land. On of the many historical wars that occurred in the early European civilization is the Thirty Years War. The Thirty Years war explicitly encompassed thirty years of very chaotic political and military conditions among the nations of the early European civilization. During this time, dominant nations in the western continent are fighting over for their claim of land, political dominance and the right of their religious order. This war is fought in 1618 until 1648 over the European lands of what is now Germany. The origin of this devastating war among the European nations can be attributed to two major aspects. First, the decline and instability of some of the dominant kingdom in the Western continent due to factors of internal monarchial conflict and lack of successor. Another important factor regarding the origin of this war is the social discrimination and stratification of the European society as a whole to the different religions and their sects. Some of the nations and their civilization developed religious tension with their neighboring countries will soon later becomes political and social dispute due to events of harassment and violence. The war later progressed to even more devastating condition thus, a solutions to end this dispute is very much needed. To answer this heed, a series of treaties were made and signed by the involved political parties to settle the dispute among them. These treaties were collectively called the Treaty of Westphalia, which main principles were to settle the sovereignty and land claims of the different nations involved in the war and end the controversy between the different religious parties that are involved. Summarily, the Thirty Years War is a product of the religious dispute mainly between the Protestants and the Catholics that is further aggravated by chaotic political conditions of the nations involve. From the political aspect, it seems that this war is a dispute that could not be overlook without an aspect of war due to the political agenda and the militaristic principles of the nations involved. Thus, diplomatic measures must be applied to settle the dispute and end the war among these European societies, which is primarily the main reason of the Treaty of Westphalia. Bibliography Atkinson, Chris (2005). The Thirty Years War. http://www.pipeline.com/~cwa/TYWHome.htm. November 6, 2006. LaRouche, Helga Zepp (2001). The Peace of Westphalia. The Schiller Institute. http://www.schillerinstitute.org/strategic/hzl_t_of_w_0599.html. November 6, 2006.

Health Issues in Urban Areas

Health Issues in Urban Areas HEALTHY SETTING INTRODUCTION Currently, more than half of the world’s population lives in an urban area. It is estimated that by 2050, more than two-third of the world’s population will be living in towns and cities (WHO 2015). Rapid urbanization leads to significant changes in our standards of living, lifestyles, social behaviour and health. Living in urban area offer many opportunities, including potential access to better health care. However, today’s urban environments can concentrate health risks and introduce new hazards. Health problems in cities include issues of water, environment, violence and injury, non-communicable diseases such as cardiovascular diseases, cancers, diabetes and chronic respiratory diseases, unhealthy diets and physical inactivity, harmful use of alcohol. (Eckert Kohler 2014; WHO 2015). The prevalence of non-communicable diseases such as cardiovascular diseases and respiratory diseases are worsened by pollution. Urban air pollution kills around 1.2 million people each year around the world (WHO 2015). A major proportion of urban air pollution is caused by motor vehicles, although industrial pollution, electricity generation and in least developed countries household fuel combustion are also major contributors. Mass marketing in urban areas, availability of unhealthy food choices and accessibility to automation and transport all have an effect on lifestyle that directly affect health (WHO 2015). These environments tend to discourage physical activity and promote unhealthy food c onsumption. Community participation in physical activity is poor due to by a variety of factors including overcrowding, high-volume traffic, and heavy use of motorized transportation, poor air quality and lack of safe public spaces and recreation or sports facilities (WHO 2015). Apart from that, urbanization affects the spread of diseases including tuberculosis, malaria and HIV/AIDS. Incidence of tuberculosis in New York City is four times the national average. While in the Democratic Republic of the Congo, 83% of people with tuberculosis live in cities. Setting like recreational park in urban area is supposed to be a place for healthy activities such as jogging, exercise and some sports. However, for some people they use this park for negative behaviour such as sexual misconduct including indecent exposure, offensive touching, sexual acts, or prostitution. This behaviour may lead to unintended pregnancy and subsequently some of them will desperately dump the baby especially among teenagers. THE CONCEPT STRATEGY OF HEALTHY SETTING Healthy Settings as one of health promotion approaches, involve a holistic and multi-disciplinary method which integrates action across risk factors. The goal is to maximize disease prevention via a whole system approach. This approach begins in the WHO â€Å"Health for All† strategy and, more specifically, the Ottawa Charter for Health Promotion. Key principles of Healthy Settings include community participation, partnership, empowerment and equity. The best-known example of a successful Healthy Settings programme is Healthy Cities. This programme initiated by WHO in 1986 and have spread rapidly across Europe and other parts of the world. Building on this experience, a number of parallel initiatives based on similar principles were established during the late 1980s and early 1990s within a number of smaller settings such as villages, schools, or hospitals. The Healthy Settings movement came out of the WHO strategy of â€Å"Health for All† in 1980. The Ottawa Charter for Health Promotion (1986) clearly explained this approach. These documents were important steps towards establishing the holistic and multifaceted approach embodied by Healthy Settings programmes, as well as towards the integration of health promotion and sustainable development. Then, in 1992, the Sundsvall Statement called for the creation of supportive environments with a focus on settings for health. The Jakarta Declaration in 1997 subsequently emphasized the value of settings for implementing comprehensive strategies and providing an infrastructure for health promotion. Nowadays, various settings are used to facilitate the improvement of public health throughout the world. Figure 1: Ottawa Charter for Health Promotion (WHO 1986) WHO defined setting for health as the place or social context in which people engage in daily activities in which environmental, organizational, and personal factors interact to affect health and wellbeing (Health Promotion Glossary 1998). A setting is where people actively use and shape the environment and it is also where people create or solve problems relating to health. Settings can normally be identified as having physical boundaries, a range of people with defined roles, and an organizational structure. Examples of settings include schools, work sites, hospitals, villages and cities. Health promotion through different settings can take many forms and these often involve some changes to the physical environment or to the organizational structure, administration and management. Settings can also be used to promote health as they are vehicles to reach individuals, to gain access to services, and to synergistically bring together the interactions throughout the wider community. Healthy setting programmes took off predominantly in Europe and the Americas following the Ottawa Charter and Jakarta Declaration. The primary form of implementation has been the Healthy Cities programmes. Through pilot projects and expansion efforts, many other Healthy Settings have been established throughout the two regions. Today, efforts have been made in all WHO regions to expand the movement. Other settings include villages, municipalities and communities, schools, workplaces, markets, homes, islands, hospitals, prisons, universities and healthy ageing (Figure 1). Approach in healthy settings involves a focus on both structure or place and agency or people. It should be understood that a setting not only as a medium for reaching ‘captive audiences’ but also as a supportive context and environment which directly and indirectly impacts wellbeing. Apart from that, it is a commitment to integrating health and wellbeing within the culture, structures and routine life of settings. Healthy City is defined as a one that is continually creating and improving those physical and social environments and expanding those community resources which enable people to mutually support each other in performing all the functions of life and in developing to their maximum potential (Hancock and Duhl 1988). Healthy Cities Initiative features political commitment in multi-sector to health and well-being in the most ecological sense; commitment to innovation; community participation; and the resultant healthy public policy. Health and well-being must be planned and built ‘into’ cities and presented as everyone’s business. Political endorsement is important in ensuring inter-sectorial collaboration. Systems for participatory decision-making must be developed to ensure that all voices are heard, especially those of marginalised people (Baum 1993). Healthy Cities is essentially an empowerment process that embeds the Ottawa Charter’s core definition of hea lth- â€Å"The process of enabling people in a community or city to increase control over and improve all the many different factors that affect their health† (WHO 1986). Healthy Cities is based on the recognition that city and urban environments affect citizens’ health, and that healthy municipal public policy is needed to effect change (Ashton 1992). In the early stages of the Healthy Cities approach, 11 key parameters were identified for healthy cities, communities, and towns (Hancock and Duhl 1988): A clean, safe, high-quality environment (including housing). An ecosystem that is stable now and sustainable in the long term. A strong, mutually supportive and non-exploitative community. A high degree of public participation in and control over the decisions affecting life, health, and well-being. The meeting of basic needs (food, water, shelter, income, safety, work) for all people. Access to a wide variety of experiences and resources, with the possibility on multiple contacts, interaction, and communication. A diverse, vital, and innovative economy. Encouragement of connections with the past, with the varied cultural and biological heritage, and with other groups and individuals. A city form (design) that is compatible with and enhances the preceding parameters and forms of behaviour. An optimum level of appropriate public health and sick care service accessible to all. High health status (both high positive health status and low disease status). Hancock (1993) conceived of a Healthy Cities and Communities model in which human health and wellbeing – or human capital – is the ultimate outcome of a sustained, integrated effort to build community (social) capital, environmental capital and economic capital (See Figure 2). Figure 2: Healthy Cities Model Healthy Cities approach built on community involvement; political commitment, in which the local government is a major player; partnerships between sectors; and enabling, healthy public policy to create conditions for health. These approaches build on local capacity, by building on assets, strengths and resources. The application of the concepts, principles and practice of health promotion at the local level is important. Central to local health promotion is the key role played by local government. Many of the major determinants of health are within the scope of local government. WHO (1997) offers a systematic strategy for progressing through three phases of development of a Healthy Cities initiative in their document, Twenty Steps for Developing a Healthy Cities Project. Three main phases are start-up, initiative organisation and areas for action and strategic work. Twenty Steps makes it clear that the role of a Healthy Cities initiative is to offer effective advocacy to promote healthy public policy. Figure 3: Twenty Steps for Developing a Healthy Cities Project LESSONS LEARNED Healthy Cities Europe As the site of the first pilot Healthy Cities initiatives by WHO in the mid-1980s, Europe has in many ways served as the engine house of Healthy Cities concepts and approaches. WHO Europe has developed a legacy of theory and practice; strategy and methodology, buttressed by a huge bureaucratic initiative. Typically, the European approach has featured large cities, in which local governments play a key role as both planner and health provider. Many HC initiatives are administered at the senior corporate level of a city (such as Copenhagen or Dublin). The European Healthy Cities approach has typically involved the establishment of a peak intersectoral working group, supported by a project team. The European Healthy Cities approach has progressed through several phases: First phase 1986-1992; Second phase 1993-1998; Third phase 1998-2002; Fourth phase (2002 onwards). Only the European region of WHO has had rigorous entry requirements to the Healthy Cities initiative. For all phases of HC initiative, member cities have had to demonstrate: (i) a political commitment to Health for All and the Healthy Cities vision; (ii) that they have adequate resources to employ a full-time initiative coordinator and support staff in a HC office; and (iii) commitment to specific objectives leading to development of local health policies (De Leeuw, 2001). During the first phase of the Healthy Cities initiative, a primary objective for all cities was to establish an Urban Health Profile through completion of a Healthy Cities Questionnaire. This phase produced the well-regarded document, Twenty Steps for setting up Healthy Cities Initiative which is described in detail below. The second phase objective for cities was to create a City Health Plan. ‘A City Health Plan is a policy document including the Health Profile identifying health challenges, their determinants, and roles various actors should play in targeting those challenges’ (de Leeuw, 2001, pp. 37-38). This phase produced a plethora of case studies and models of good practice. The third phase objectives were to produce a City Health Development Plan, and engage in rigorous internal and external monitoring and evaluation. A City Health Development Plan builds on Phases I and II in that it ‘identifies strategic development issues, incorporating also urban planni ng, sustainable development and equity concerns on a longterm basis’ (de Leeuw, 2001, p. 38). In Phase III of European HC initiatives, City Health Development Plans were required to embody a more rigorous internal and external monitoring and evaluation process to identify the impact of actions identified in Health profiles and City Health Plans. WHO established an extremely comprehensive (some would argue over-bureaucratic and unwieldy) requirement that HC initiatives would assess their performance against ‘health determinants analyses, and sound and responsible approaches towards influencing determinants of health’ (De Leeuw, 2001, p. 41). Initial annual reports were eventually received from 25 out of 40 cities: many struggled with the human resources needed to complete the reports. Over 1000 HC-related activities were reported. However, ‘very few of those activities showed a strategic perspective, thus underscoring [a] degree of ‘projectism’ in cities†¦ that would hinder the development of healthy urban policies’ (De Leeuw, 2001, p. 42) and thus City Health Development Plans in Phase III. It was anticipated that the requirement to produce these Annual Reports might help create a cultural shift away from ‘projectism’ towards a more strategic planning approach. Phase IV of Healthy Cities (2003 – 2007) has attempted to address health development comprehensively, with an emphasis on partnerships, determinants and governance. This phase has also focused on developing knowledge, tools and expertise on core developmental themes of healthy urban planning, health impact assessment and healthy ageing: Healthy urban planning. Urban planners should be encouraged to integrate and supported in integrating health considerations in their planning strategies and initiatives with emphasis on equity, well-being, sustainable development and community safety. Health impact assessment. Health impact assessment processes should be applied within cities to support intersectoral action for promoting health and reducing inequality. By combining procedures, methods and tools, health impact assessment provides a structured framework for mapping how a policy, initiative or initiative affects health. Healthy ageing. Healthy ageing works to address the needs of older people related to health, care and the quality of life with special emphasis on active and independent living, creating supportive environments and ensuring access to sensitive and appropriate services. (WHO 2003) Healthy Cities and Communities USA The Healthy Cities scene in Europe compares interestingly with that in the United States. Leonard Duhl noted that whilst the Europeans made Healthy Cities a bureaucratic initiative, the Americans have seen it as a pseudo-anarchic process (personal correspondence, 10 September 2004). The approach adopted in the United States, for instance, has been driven more at a grassroots level, reflecting the realities of an individualistic cultural tradition of ‘life, liberty and the pursuit of happiness’ and small government (National Civic League, 1998: 287), from which the collective notions of the Ottawa Charter may be viewed by some with suspicion (Baum, 1993). Furthermore, with a somewhat chaotic private health care system, much government attention in the US is focused on ensuring access to basic health care, rather than addressing, at the intersectoral community level, the social determinants of health advocated in Healthy Cities (Wolff, 2003). The long and ‘embeddedâ €™ history of the involvement of health care industry in US health policy also needs to be considered. Wolff argued that the term ‘healthy communities’ is a problem in a country like the US, in which ‘health’ is dominated by privatized health care industry. Although many community organizations may be working along the lines of the Ottawa Charter to enhance population health through civic engagement and community building, they may not in fact identify ‘health’ as a primary goal of their efforts. Intersectoral collaboration has frequently been harder to achieve in the US than in countries such as Australia or Canada, in which government is expected to provide some sort of leadership (Twiss and Duma 2003, Wolff 2003). Taiwanese and Chinese examples In contrast to European, American and Australian experiences, the Taiwanese expression of Healthy Cities reflects a strong Confucian tradition of the integration of politics and academe. Many senior government personnel met during Dr Iain Butterworth’s visits to Taiwan in 2004 and 2005 – including the Ministers for Health and Culture had held academic positions. As a result, strong national government support existed for forging collaboration across sectors. As a relatively new democracy with a culture evolving as a reaction to mainland China, there also exists a strong commitment to grass-roots civic engagement and participation. In comparison, Chinese Healthy Cities-style initiatives might be characterised by central government-mandated edicts to establish initiatives and for various sectors to participate. Western notions of democratic participation led by grass-roots activists with the potential to advocate and dissent do not translate readily or easily into a desc ription of a Healthy Cities initiative led and driven by a more centralised, interventionist state. In Shanghai, one of the approaches for healthy setting includes availability of Healthy Path Building and people were encouraged to do ‘Walking 10,000 Steps Everyday’. Apart from that, there were constructions of exercise sites in communities and training personnel for sports instruction. Other activities include ‘Healthy Rhythm’, ‘Stair Climbing’, ‘Three calisthenics’ and ‘Three Balls’ Activities During the 3rd round of Shanghai Healthy City Initiative evaluation conducted in 2011, the short version of the International Physical Activity Questionnaire (IPAQ) was administered among 3,999 Shanghai residents. The result showed that 81.2% of the respondents were physically active (37.0% were highly active), and 73.6% of the residents investigated were active in walking (13.4% were highly active). REFERENCES Eckert, S. S. Kohler 2014. Urbanization and health in developing countries: a systematic review. World Health Population 15(1): 7-20. WHO. 2015. Urbanization and health. World Health Organization, Bulletin of the World Health Organization (BLT). http://www.who.int/bulletin/volumes/88/4/10-010410/en/ (Accessed 1/3/2015). WHO (1986). Ottawa charter for health promotion. Available: http://www.euro.who.int/AboutWHO/Policy/20010827_2. Accessed 3 March 2015.

Characteristics of Pure Competition

Characteristics of Pure Competition 1.0 Introduction Basic microeconomic theory states that firms should seek to maximize profits and that this is achieved where marginal revenue is equal to marginal cost. A number of assumptions underpin this theory, including the assumptions that firms clearly understand the nature of the demand for their products, and why people buy, and that they are willing and able to control production and sales as the model demands. In reality, decision makers do not have perfect knowledge and production and sales are affected by suppliers and distributors. However, this basic theory has resulted in the development of market models and characteristics of these in respect of barriers to entry into the industry, the number of firms in the industry, whether those firms produce a standardized product or try to differentiate their products from those of other firm. At the early 1920s, only two distinct market models are present in the economic studies which are Pure Competition and Pure Monopoly. However, economist found out that most firms operate in markets that fall between the extremes of pure competition and pure monopoly. These firms do not face competition from numerous rival producers all selling a homogeneous product at a single price. Instead, most firms in the real commercial world face varying degrees of competition. In some cases, there are competitions offering more or less identical products; in other instances, firms produce and sell differentiated products. In the latter case, a competitors product is merely an attractive su bstitute. In the real commercial world, there may be numerous competitor, or there may be only a few other sellers in a given market. The need of for a more accurate world for markets of this type of this type led to the development of imperfect market to refer to such markets. Imperfect competition refers to markets lying in between the two extreme forms of markets, pure competition and pure monopoly. In order to bridge the gap of these extreme forms of market structure, two economists, Joan Robinson of Cambridge University of England and Edward Chamberlin of Harvard University in the U.S.A., introduced independently a third market world to explain and illustrate the theory of imperfect competition in the year of 1993. In other words, their model of market organization is what as refer as monopolistic competition. As a result of the variations between the markets present, four distinct market structures are introduced: Pure Competition, Pure Monopoly, Monopolistic competition, and Oligopoly. Pure Competiton Pure Competition is a rarity as such as a theoretical market model. Pure competition involves a very large number of firms producing a standardized, non differentiated product that is exactly identical to that of other firms as perfectly competitive. Pure Competition is a market which firms will only make normal profits, the amount required for them to stay in the industry. In Pure Competition market there are no major barriers to entry into the industry so new firms can enter or exit the industry very easily. If a Pure Competition market reaches a situation which supply exceeds demand then the ruling market price is forced down and only the efficient firms survive. Monopolistic competition Monopolistic competition is characterized by a relatively large number of sellers producing differentiated products such as clothing, furniture and books. However, as there are once more no major barriers to entry the above situation concerning profits applies in terms of long run. Newcomers increase supply and although those firms with distinctive products can charge some premium they will still have to move in line with market prices generally, which made the price takers. This will have a dampening effect on profits the firms gained. Monopoly Pure monopoly is a market structure in which one firm is the sole seller of a product or service. Only a small number or even one large firm is dominant and constitutes the entire industry. Pure monopoly is a real opportunity for supernatural profits, in excess of what is required to stay in business since the entry of additional firms is blocked or the barrier is high to entry. Monopolist produces a unique product that the firms make no effort to differentiate its product. Only in monopoly, excess profits could be made if government did not act as a restraint but under normal circumstances their actions in terms of supply and pricing are monitored and regulated. Oligopoly Oligopoly involves only a small number of large firms of an identical or similar product. This situation resulted in each of the firms tend to be wary of each other as rivals and the prices are held back to some extent for a fear of losing the market share. Firms are interdependent and fear that a price decrease will be met by competitors and price increases will not. There are two types of oligopoly, depending on whether opportunities exist for significant differentiation. In all of these models competition is a major determinant of profit potential and therefore objectives must be set with competitors in mind. The firms that we have chosen for this assignment are Tesco Astro Kaspersky Lab Weng Yeang Hang Malaysia Nescafe Carlsberg Cavenzi Air Asia Coca-cola Indah Water consortium Bhd Maxis Face To Face Petronas Gas GSCinemas Brands Outlet Nike Casio Tenaga National Bhd Logitech Telekom Malaysia Bhd 2.0. Pure Competition Characteristics of Pure Competition There are few characteristic of pure competition. One of the characteristic is large number of small sellers in this market. Therefore, the action of any single seller does not have a significant effect on other sellers in the market. Also, it is assumed that many buyers and resources (particularly capital) can easily be transferred into and out of the industry. Secondly, there is no product differentiation in pure competition concept. All firm sell identical products. In other words, all products are completely standardized product in this concept. There are numerous firms in pure competition; each one is so small a part of the market that it cannot alter the market price by selling a little more or little less of its own output. Thirdly, pure competition has been used to refer to markets in which firms are price takers historically. Any firm in a market will be price takers accordance to four conditions; 1. All of firm in the market are producing an identical produce; 2. There a la rge number of firms exist in the market; 3. Each firm supplies only a very small portion of the total amount supplied to the market; 4. No barriers limit in the entry or exit in the market. Weng Yeang Hang Malaysia Sdn Bhd Products Weng Yeang Hang Malaysia Sdn Bhd supplies agricultural goods and food products. Justification After I studied market model of pure competition, I have realized pure competition is relatively rare in the real world market; this market model is highly relevant. I founded that Weng Yeong Hang Malaysia Sdn Bhd has the characteristic of the closest firm to a pure competition market structure. One of the factors Wenf Yeong Hang Malaysia Sdn Bhd belonged to Pure Competition market is that there is a very large number of independently acting sellers who also sells agricultural goods and food product, often proposing their products in international markets. The product supplied by this firm is standardized or identical. If the price is the same, consumers will be unconcerned about which seller to buy the product from. Besides that, new firms can freely entry and existing firms can freely leave purely competitive industries. Lastly, this firm may is a price taker due to this firm exerts no major control over product price. Each firm produces such a minor portion of total output that gr owing or diminishing its output will not clearly influence total supply or, therefore, produce price. 3.0 Monopolistic Competition Characteristics of Monopolistic Competition One of the characteristic of Monopolistic Competition is that there are many numbers of firms in the industry producing and selling a slightly but yet differentiated product in terms of brand, quality, location, services and other factors. Firms which operate under Monopolistic Competition normally have no control over the price of the product. In a Monopolistic Competition market, the barriers to entry to industry are easy and non price competition with advertising, brand names, trademarks etc to boost their respective ruling over a certain market. Many producers in Monopolistic Competition sell products that areÂÂ  differentiatedÂÂ  from one another as goods but they are not perfectÂÂ  substitutes for that certain product which is similar to it.ÂÂ   Kaspersky Lab Products Kaspersky Labs products for home and home office are specifically designed software to provide hassle-free and quality protection against viruses, worms and other malicious programs, as well as hacker attacks, spam and spyware Justification Kaspersky Lab is considered as a firm operating in the monopolistic competition market structure because there are many firms providing different types of antivirus software in Malaysia. From a roughly estimated report on the internet regarding the numbers of antivirus software present in the current market, there are 10 to 15 antivirus software firms which are selling antivirus software. Even though each of these products shared the same purpose of defending against malwares, but there is still an element of differentiation in each of the products itself. Kaspersky Lab is selling many differentiated products which is claimed to be substitutable products but not perfectly substitutable with antivirus firm by other competitors. For example, customers will choose different brand of antivirus as they please. The antivirus industry is easy to entry and exit because the antivirus software that are easy to be replaced by another substitutes and the cost production are lesser compare to the products produced in the monopoly and oligopoly market structures. Nescafe Products Nescafe produces a combination of freeze-dried coffee granules, coffee bean and instant coffee all in one powder. Justification Nescafe is considered as a firm operating in the monopolistic competition market structure because there are many brand of firms is selling instant coffee powder in Malaysia like Power Root and Ah Huat White Coffee. Nescafe is selling a varieties of differentiated products which is claimed to be substitutable products but not perfectly substitutable with coffee drink by other competitors. For examples, there are many brands of instant coffee powder with different packaging, ingredient of the product and price. There are independent action means with numerous of coffee firms in an industry, and each firm can determine its own pricing policy without considering the possible reactions of rival firms. Nescafe are no personal selling because the product is of low unit value and do not have they own chain of retail stores. Cavenzi Products Cavenzi is a company to sell low price and many type of furniture Justification Cavenzi is considered operating in the monopolistic competition market structure because there are many brand of firm also selling furniture in Malaysia. Cavenzi is selling many differentiated products which is claimed to be substitutable products but not perfectly substitutable with furniture by other competitors. For examples, it had many brand of furniture just different package, design, ingredient of product and price. There are Independent action means with numerous of furniture firm in an industry, and each firm can determine its own pricing policy without considering the possible reactions of rival firms. Coca-cola Company Products Coca-Cola produces a variety of soft drinks and refreshment beverages. Justification Coca-cola Company is considered operating in the monopolistic competition market structure because there are large numbers of soft drink dealer in Asia. Based on the current Asia market, it is roughly estimated that there are 10 or more firms are selling soft drinks. Coca-cola is selling many differentiate products which is claimed to be respond to customer requirements. However, among all the soft drink, each of them may have some differentiated attributes to their product. For example, the soft drinks are differentiated by different packaging or creativity advertising. There are some but within rather narrow limits due to the changes of price are no cause big effects to their consumer. Moreover, the condition of entry the market those are relatively easy because the cost of production quit lower and that can product many at same time. Coca-Cola Company considerable emphasis on advertising, brand names trademarks as the creative advertising released by Coca-Cola Company profound att ention to the public. Compare with another soft drink their different of taste and ingredient to making price competition in the market. Face To Face Products Face To Face provided noodle as its main product and there also got sell drinks, fried rice and snacks as like restaurant. Justification Face To Face is considered operating in the monopolistic competition market structure because there are large numbers of restaurant selling in Asia. Fact To Face is selling differentiated products to be perfectly substitutable with restaurants sold by other competitors. For example, if restaurant are full slot and customer has choice go to Face To Face and older food as their like. However, among all the restaurants, each of them may have some differentiated attributes to their product. For example, restaurants have different packaging or some has delivery services. There is some but within rather narrow limits due to the changes of price are no cause big effects to their consumer. Moreover, the condition of entry the market those are relatively easy because the cost of production quit lower and that can product many at same time. Face To Face have its own pricing policy and it considerable emphasis on advertising, brand names trademarks as they are promote many economic food to attr act their product from public. It will consider price competition with other restaurant. Brands Outlet Products Brands Outlet is one of a brand under Padini Holdings Bhd. They offer a variety of brands, styles and items for men, women and children. Another feature of Brands Outlet is that the store layout is designed to make the shopping experience easy and fun. Justification Brands outlet considered as market model of monopolistic competition because there have many other band tee in the market we know, so it consider as relatively large number of sellers. Each of band tee firm own market shares that have a comparatively small percentage of the total market and consequently has limited control over market price. They are no collusion to each firm due to restrict output and set prices are unlikely. Besides that, they always do promotion like graphic tee RM50/ 3 pieces due to product differentiation to do some control over price. The consumers will pay for it to satisfy their preferences. Nike Products Nike is known by every teenager or sporty guy. We mostly recognize this brand though to the sport shoes. They also developed some accessories for sport and tee. Justification Nike considered as a market model of monopolistic competition due to few factors. The first factor is that the Nike shoes industry (Nikes product mainly on sport shoes) has many competitors like Adidas and Puma which is selling similar products. Nike has its own unique design, quality of work to create a sense of differentiation in their products in order to gain the upper hand in the industry. Nike retailing store often compete mainly on the basis of location. Locations which are close to consumers like a busy street or mall. In additionally, they may advertise their produces that differs from rivals product with famous football players. Casio Products Casio produces projector, cash registers, label printer and other product that benefit to businessman. Justification Casio considered as market model of monopolistic competition because either one of product that them selling has a lot of competitors. Like categorises of watches, the rival present are Rolex, Citizen, Seiko and Skagen. Casio has small market shares in each of firm has a comparatively small percentage of the total market and consequently has limited control over market. They have its own independent action each other, with numerous firms in an industry, there is no feeling of interdependence among them. Each of they can determine its own pricing policy without considering the possible reactions of rival firms. Logitech Products Logitech provide computer peripherals that are essential to our laptop and desktop such as mouse, keyboard, speaker and microphone. Justification Logitech considered as market model of monopolistic competition because them have relatively large of number of sellers in the market. There is no collusion between Logitech to other computer peripherals firm. The presence of relatively large number of firms to restrict output and set prices us unlikely. Logitech is selling a bunch of differentiated products to be perfectly substitutable with other computer peripherals sold by other competitors. For example, if one of Logitechs mice sold out, the consumers also can choice other Logitechs mice provided in the shop. However, among all the computer peripherals, each of them may have some differentiated attributes to their product. Different packaging and performance are to be expected on other computer peripherals. There is some but within rather narrow limits due to the changes of price are no cause big effects to their consumer. Moreover, the condition of entry the market those are relatively easy because the cost of production quit l ower and that can product many at same time. Logitechs computer peripherals considerable emphasis on advertising, brand names trademarks as they are promote many computer peripherals to attract their product from public. 4.0 Pure Monopoly Characteristic of Monopoly Monopoly has extensive market control. It controls the selling side of the market. They must pay the monopoly firm if anyone wants to get the production sold by the monopoly firm. This means that the demand curve facing the monopoly is the market demand curve, they are one and the same. There is only one firm but not a lot of small firms in a monopolized industry because there are no close substitutes in the market. A monopoly often owes its monopoly status to the fact that other potential producers are prevented from entering the market. No freedom of entry here. Neither is there perfect information. A monopoly firm often has specialized information, such as patents or copyright which are not available to other potential producers. The most important aspect of being a single seller is that the monopoly seller is the market. The market demand for a good is the demand for the output produced by the monopoly. This makes monopoly a price maker, rather than a price taker. And of course, a Monopoly market structure must have a unique product with no close substitutes to be the only seller of a product. Hence, seller has full control over the market price, and also there is no need to advertise for his goods. ASTRO Products The Malaysian direct broadcast satellite (DBS) Paid TV service. It transmits digital satellite television, movie and radio to Malaysia Bruneis households. The name Astro is an acronym for All-Asian Satellite Television and Radio Operator. Since 2008, a video streaming service to mobile phone users throughout the country (Astro Mobile TV) has been offering by ASTRO and subsequently Astro B.yond Mobile. Justification ASTRO is considered as operating in the pure monopoly market structure because there are only one number of firm which provide broadcast satellite Pay TV service in Malaysia. They control the market for pay TV equipment and accessories. ASTRO has sole control over price. Besides, ASTRO is selling unique products which is claimed to be non substitutable by other firms products. For example: No other firms give services like ASTRO did, so if costumers want to get the services from ASTRO, they just have to pay them. For ASTRO subscribers, it is nothing but pay, pay and pay for everything from the day of installation and even when they decide for early termination. Late payment charges, reinstallation charges and servicing charges add on. TENAGA NASIONAL BERHAD (TNB) Products TENAGE NASIONAL BERHAD (TNB), the sole provider for electricity in Malaysia. TNB has a monopoly over the transmission and distribution of electricity in Peninsular Malaysia. TNB is responsible for electricity generation, transmission and distribution and retail supply in Peninsula Malaysia. Justification TENAGE NASIONAL BERHAD (TNB) is as considered as operating in the pure monopoly market structure because it is the only provider of electricity in Malaysia. TNB has a monopoly over the transmission and distribution of electricity in Peninsular Malaysia and it has sole control over the price. Besides, TNB is selling unique products electricity generation, transmission and distribution and retail supply in Peninsula Malaysia which is claimed to be non-substitutable by other firms products. For example: TENAGA NASIONAL BERHAD (TNB) is the only firm which provides transmission and distribution of electricity in Peninsular Malaysia. To get the transmission and distribution of electricity from TNB, all the Malaysian must pay TNB for the respective electricity supply. Telekom Malaysia Bhd (TM) Products The largest telecommunications provider in Malaysia which offers a comprehensive range of communication services and solutions in broadband, data and fixed-line. Justification Telekom Malaysia Bhd (TM) is as considered operating in the pure monopoly market structure because according to UK definition of monopoly, it says that any company holds more than 25% of the market share is consider as monopoly and Telekom Malaysia Bhd (TM) is the largest telecommunications provider in Malaysia which holds more than 25% of the market. Telekom has set up the fibre optic backbone in the westerm Malaysia, this allowed Telekom Malaysia to set a slighty hight than the normal price, along with the governments consent, this made Telekom Malaysia Bhd (TM) a price maker instead than a price taker. Indah Water Konsortium Sdn Bhd Products Indah Water Konsortium Sdn Bhd, a national sewerage company, owned by Minister of Finance Incorporated, is responsible for providing sewerage services, operating and maintaining over 5,750 public sewage treatment plants and 13,000km networks of sewerage pipelines. Justification Indah Water Konsortium Sdn Bhd is as considered operating in the pure monopoly market structure because it is the only supplier of sewerage services, operating and maintaining on sewage treatment plants and pipelines in Malaysia. Indah Water Konsortium Sdn Bhd has a monopoly over the sewerage services, operating and maintaining on sewage treatment plants and pipelines in Malaysia and it has sole control over the price. Besides, Indah Water Konsortium Sdn Bhd is selling unique services which is claimed to be non substitutable. For example: Indah Water Konsortium Sdn Bhd provides sewerage service like no other firm did, so if costumers want to get the services from Indah Water Konsortium Sdn Bhd, they must pay them. PETRONAS Gas Bhd Products Petronas Gas Bhd supplied petroleum, natural gas, liquidated petroleum gas and other types of fossil fuels to automobiles and household. Justification PETRONAS Gas Bhd is considered as operating in the pure monopoly market structure because there is only one price in market which control by government. Government control the price of the product for there is no close substitute. Government attempted to set the price into the same, so that the price would not has large difference. By this, Government regulates in the public interest. For example: when the price of the petrol are same everywhere in Malaysia, consolidation of smaller companies into bigger ones enabled some very large corporations to escape market discipline by fixing prices or undercutting competitors. 5.0 Oligopoly Characteristics of Oligopoly An oligopoly are maximizes profits by producing where the marginal revenue equals to marginal costs and oligopolies are price setters rather than price takers. The barriers to entry are high but there only so few firms that actions of one firm can influence the actions of the other firms. They can retain long run abnormal profits and their product may be homogeneous or differentiated. They also have perfect knowledge of their own cost and demand functions but their inter-firm information may be incomplete but buyer have only imperfect knowledge as to price, cost and product quality only. The distinctive feature of an oligopoly is interdependence, typically composed of a few large firms. Each firm is so large that its actions affect market conditions therefore the competing firms will be aware of a firms market actions and will respond appropriately. Tesco Products Tesco is a supermarket, it offering a wide variety of food and household products such as meats, vegetables, soft drink, television, air conditioner and etc. Justification Tesco is considered operating in the oligopoly market structure because Malaysia has many other supermarkets such as Jusco, Giant and Carrefour so they always have price war between each other and we as a consumer will get more benefit about this. Let say if Tescos soft drinks price drops then another supermarket soft drinks will also drop because they are interdependent. Tescos price strategy is more focus on Tescos Low Price Guarantee and Every Day Low Price strategy so Tesco is performing long run abnormal profit. Carlsberg lager beer Products Carlsberg lager beer is the flagship in the Carlsberg Groups portfolio of beers. It contains 5% alcohol by volume (ABV). Justification Carlsberg beer is considered operating in the oligopoly market structure because Malaysia has many other beers such as Tiger beer, Heineken beer and etc. They have price war between each other like price of the Carlsberg beer drop then Tiger beer will use some reward to retain their sales. Taste of the beers have some different, it mean differentiated and many beers pop out from the market but they cant survive in this market because of the start-up cost are high. Carlsberg has put forward a new marketing strategy for Carlsberg Sport, the energy drink so they already created a new field of the market and this is a long term strategy. Air Asia Products Air Asia is Asia largest low-fare, no frills airline and pioneer of low-cost travel in Asia. AirAsia group operates scheduled domestic and international flights to over 400 destination spanning 25 countries. Justification Air Asia is considered operating in the oligopoly market structure because our country has other air travels such as Malaysia Airlines and Firefly. They are provide the same services for customer but they all still have some different. Let say AirAsia offers free seating but the Malaysia Airlines offers assigned seats and the price between each of them also different. This is the product differentiation of both products. The strategy of AirAsia playing is safety, low fare, good services and simplicity so their market can be strong in the economy market of the air travel. Maxis Products Maxis provide a variety of mobile communication products and services. They offer prepaid call plans, monthly subscription plans, international roaming, MMS and WAP. Justification Maxis is considered operating in the oligopoly market structure because here have other communication company like digi, celcom, and Umobile. Maxis and digi provide the postpaid service to customers but the price of both are different like maxis is RM28 free 200min voice call and 100 SMS, digi is RM43 free 200min and 200 SMS. They can set the price as low as possible but still have minimum profit to earn so they are retain long run. Strategy of Maxis playing are good network coverage around Malaysia, good deal and special offers for different age groups and also target group and always the first to introduce new mobile plans that why Maxis stand at the first of the telecommunication market. Golden Screen Cinema (GSC) Products GSC is a cinema in Malaysia which is operates Malaysias first-ever boutique cinema with only Gold Class and Premiere Class Halls in The Gardens Mall, KL. Justification GSC is considered operating in the oligopoly market structure because Malaysia has many other cinemas like MBO, TGV and BigCinema. Most of the services provided by them are the same but the feeling give to the customers are different like some people feel that GSC more comfortable than other cinema. They still set the price at RM11 per ticket on the weekdays and weekends even though some cinema was increases the price of the but GSC still maintain the price of the ticket which meant GSC are playing long run profit. GSC offers Special Wednesday Rates, selling ticket for only RM6. Children and senior citizens are offered at a price of RM5 per ticket while student will be charged at RM7 before night on the weekdays by flashing their student cards so now Malaysia already have 23 GSC cinema including East Malaysia. 6.0 Conclusion To conclude this assignment it is useful to emphasize the market structure that each firm is operating, in establishing the main strategies and direction in which each firm should take to maximize its profit or to reduce loss as lower as possible. By using the characteristics of each of the four market models, we are able to sort out the market structure of each firm and figure out the advantages and disadvantages of each of the market model. The table below has shows the major characteristics of each market structures. With the help of the table above and the studies done on each firm mentioned in this assignment, we may sort out the firms that weve selected into their respective market model in terms of activities, products and strategies. The table below shows the firms sorted to their respective market model according to their characteristics.