Famous Thinkers: Steven Spielberg & Grace Hopper Essay

Famous thinkers can come from all walks of life and can be from our generation and others. Reaching goals can be done in many ways. The similarity famous thinkers is that they are all share creative minds and are all creative thinkers. Creative ideas are the foundation of creative process (Goodman & Fritchie, 2011). Famous thinkers base their ideas on searching for solutions to problem, need, or the way others think or view specific issues. When I think of famous thinkers a vast number of people come to mind. Two thinkers that genuinely stand out to me are Steven Spielberg & Grace Hopper. My article will provide more details on the influence and accomplishments of these great thinkers. Steven Spielberg Steven Spielberg had an early start on his career, even as a child he was an amateur filmmaker. Spielberg became an Academy Award-winning director and one of the youngest television directors. His opportunities became endless after the television film, Duel in 1972, which landed him a chance to direct for the cinema. Steven Spielberg has brought unique contributions to society. Ten ways he has done this is 1.Helping to create the idea of the movie â€Å"blockbuster.† 2.Bringing back our sense of wonder 3.Helping to make robot uprising the new zombie apocalypse 4.Bringing back the Saturday morning serial 5.Co-founding a successful new studio, and helping bring back animated films 6.Preserving and shaping the memory of World War II 7.Showing that video games could be a viable storytelling tool. 8.Taking on tough adaptations/re-imaginings, and making them happen 9.Keeping science fiction alive on TV 10.Being an early adopter and innovator of CGI His work has shaped viewers love for cheesy, all out, ridiculously expensive summer-fun-rides through his creative mind and continues to today. Using his creative mind he explored primeval fears, tackled literary adaptations, historical, daredevil heroes, and imaginative fantasy through his movies giving the audience something to fall in love with. Even with all of Spielberg’s success came struggles. His favorite kind of film was the  melodrama (action film). Spielberg’s passion for this melodrama films has often attracted criticism. When compared to realism or tragedy, melodrama in a sense seems childish. Some say the melodrama seems juvenile and artificial when compared to realism or tragedy. Even with their criticism Spielberg is still today is found to be America’s most well-known successful maker of cinematic melodramas. Spielberg’s films also have innocence and often portray broken families. His films show his fondness for broken families and seem connected to his own personal experiences. His parents were divorced when he was sixteen. He did not have a close connection with his father which led to some of his films about missing or neglectful fathers and lonely children. With all he had experienced, his films were filled with emotions that fell close to the heart. Without the personal emotional subconscious themes, Spielberg’s films wouldn’t have been such a success. As we all know films can be expensive. One reason a lot of his films focus on broken families and children is because the audience is easy to appeal. His idea to concentrate on melodramas was a strategy that focuses on young people and can be appreciated by both adults and children. All these factors, personal, social, and political environments have affected his creativity in his films. Today he still amazes his audience with his creativity in his films. He has three Academy Award wins, many other honors, and he also received the Irving G. Thalberg Memorial Award from the Academy of Motion Picture Arts and Sciences. He also received the Directors Guild of America Lifetime Achievement Award and the French Legion of Honor. In 2005 he was inducted into the Science Fiction Hall of Fame. Grace Hopper Grace Hopper, a computer programmer, is known for helping develop and lead the team that created the first computer language compiler, which was a precursor to the widely used COBOL language. She also became an admiral in the U.S. Navy. Grace Hopper also known as Grace Brewster Murray went to college at Vassar and Yale University to study math and received a master’s degree in mathematics. While studying at Yale Grace taught at Vassar. She was the first women to receive a Ph.D. in mathematics at Yale. Her education brought her too many opportunities including an associate professor at Vassar. She joined the U.S. Naval Reserve around World War II  and was commissioned as a lieutenant. Grace Hopper went to Harvard University and was assigned to the Bureau of Ordnance Computation Project. This is where she learned to program a Mark I computer and later worked with the Mark II and Mark III computers. The term â€Å"computer bug† had come from an experience Grace had at Ha rvard after finding a moth that shorted out the Mark II. She was not the author of â€Å"computer bug† but played her part. She also led the team that created the first compilers for computer languages. Her journey continues as she returns to the navy for active duty at the age of 60 and retires at the age of 79. Grace was one of the oldest serving officers in the service. She was not ready to retire in the sense that she would be bored if she stopped working completely. She stayed in the computer industry for a few more years and was rewarded the National Medal of Technology. She was the first female to receive this honor. Grace Hopper died at the age of 85. She had so many accomplishments and was the first for many of them. Her strong personality and creative mind kept her going and she even encouraged many young people to learn how to program. Her motivation help her creativity continues throughout her career. Conclusion Steven Spielberg and Grace Hopper are both great famous thinkers that have brought unique contributions to society. Although they are very different in the career paths and how they contribute to our society, each have their own unique way of implementing their ideas and solutions. I found both to be very interesting and their accomplishments to be amazing. Their lives as children have affected the life they live today and the career they lead. I don’t think they needed to do anything differently. They had amazing lives and accomplished so much that they set out for. They take in consideration their surroundings, environment, and audience when making decisions and developing ideas. Although Grace is no longer with us, she still has a strong presence on society. Spielberg continues to amaze his audience with his films.

Swot Dropbox

Strengths: first one to have the idea of cloud storage with synchronization, accessible where you want from any devices, simple design easy to use, exactly same data everywhere you go principle of synchronization, saved in dropbox. com if your laptop is out of use you have access to your files online, enable multi-users to share files, revision-history button to recover deleted files, 2GB storage for free to attract the consumers, pop up if you connect a usb stick or SD card to your computer â€Å"do you want to synchronize these files with Dropbox, turn loyal customer into salesperson: 250MB for free if referral (1/4 of Dropbox users come this way), no files capacity transfert limitation.Weaknesses: need access to internet to download Dropbox, 2GB limited storage for free (competition eg amazon offers 5GB for free as already mentioned by Janine), you cannot store more than the available place on your device, dealing with paid search advertisement, security problem in 2011.Opportuni ties: engagement on social media, deal with HTC to be default cloud storage on Androids, talking about it with 6 other phone firms then PC and TV, E marketing benefits: control, reach, interactivity.Threats: competitors such as Google or Apple could overtake the leader position in B2C market, competition offers lower prices, if Dropbox does not implement himself better in the enterprise market they could loose market shares of B2C market because it has been proven that home market copies enterprise market, possibility of cloud back up system being attacked by external or internal users ? introduction of a spyware through Dropbox

Explore how chapter 56 in ‘Pride and Prejudice’ fits into the overall scheme of the text Essay

What social comments do you think Jane Austen is making in this chapter? Pride and Prejudice was written by Jane Austen in 1813. The novel describes and exaggerates the life in which in Austen lived. The title Pride and Prejudice refers to the ways in which Elizabeth Bennet and Mr. Darcy first view each other. The story involves the lives of many different classes and how they interact with each other; it is also informing us of the way certain types of people were treated in those days. Near the end of the novel, Lady Catherine de Burgh comes to visit Elizabeth to try and persuade her not to marry Darcy. I will explore this chapter to find out what social comments Austen tries to make throughout the novel about the world she lived in. Chapter 56 is a summary of the whole novel. Lady Catherine has come to see Elizabeth to make her withdraw her acceptance of marriage to her nephew, Mr. Darcy. Lizzy is shocked by these accusations, as she has heard nothing of the sort, so wonders where Lady Catherine heard the rumours. She is the type of person who thinks that everybody’s business is her own because she is of the higher class. It has been planned since Darcy and Lady Catherine’s daughter were born that they were to be wed and now she hears of Darcy proposing to another lady has outraged her. That is why she has come to visit Elizabeth to stop her marrying Darcy. From the moment lady Catherine arrived she was very rude and not welcoming. She says things such as, ‘you have a very small park here,’ and ‘this must be a most inconvenient sitting room.’ As soon as she entered the Bennet’s home she made no effort on being civil or polite to their family. If Elizabeth were to behave in this manner when she was at Rosing’s it wouldn’t have been tolerated in the slightest. The only reason Lady Catherine gets away with it is because she is a lady and very rich and of the higher class. Anyone who was below her would put up with her behaviour because it was not his or her place in those days to accuse her of being impolite. Jane Austen grew up in this world where the rich people were almost the celebrities of the day. In our world famous people have the money, the expensive cars and clothes and a celebrity status, where the public would stop and look at them and always aspire to be like them. In Austen’s time it was very much the same but the lower classes and even middle were always looking up to the higher classes and admiring them. This is why people with the money could be as rude and stuck up to people as they wanted because in the end they were the ones with the power and the money to do what they wanted. Lady Catherine’s reason for visiting Elizabeth was not what the family had thought. Elizabeth expected a letter from Charlotte yet no letter was given. Instead Lady Catherine remarked upon a, ‘prettyish kind of a little wilderness on one side of your lawn.’ Again she is not really being as polite as she could have been about the garden. From this point Elizabeth realised that she wanted to be alone. She had realised that Catherine was again being very rude and stuck up and so made no effort to talk to her. Lady Catherine begins with, ‘ your own heart, your own conscience, must tell you why I come.’ Elizabeth doesn’t have any idea what she is talking about. Lady Catherine talks about her conscience, which is showing that Lizzy is to feel guilty about whatever she has been accused of. She tells Lizzy that rumours have reached her that her and Mr. Darcy were to be engaged and says ‘though I know it must be a scandalous falsehood,’ Lady Catherine cannot comprehend this idea, to think that a middle class person such as Miss Bennet, who has no real connections, would even consider accepting an offer of this sort. Lady Catherine does not hold back on her true feelings about the subject and as Elizabeth has been brought up in the proper manner she has to respect her. Elizabeth soon becomes tired of her picking at everything that is wrong with her and her family and is not rude but stands up for herself. She asks Lady Catherine if the only reason they should not wed is because she wants him to marry her daughter, then what is there to stop her? She replies with ‘ honour, decorum, prudence, nay, interest, forbid it.’ This is the long list that she has against Lizzy. The social points she is trying to make is that in those days if a family were to have such a disgrace as Lydia’s elopement then no man should be interested in them, rich men such as Bingley and Darcy should marry same class or higher and that there were some very snooty people who would disagree with the association of certain families! They don’t have a lot of land so are not as wealthy and high class.families like this always tried to marry higher up. Need to put in that Bennett’s don’t have a lot of land or money so lady Catherine looks down. Not too sure how to say this fits in with the rest of the book or how the chapter does? Bit stuck but will be done properly when handed in; in neat it’s a promise

Enterprise Resource Planning (operations management)1 Assignment

Enterprise Resource Planning (operations management)1 - Assignment Example ment is the success formula to get going through the development phases, they provide incremental improvement over time since they slot in the four steps of continuous development i.e., PDCA – Plan, Do, Check and Act (ASQ). Continuous improvement sweeps in a lot of finances and is a tiresome activity on part of the practioners since the assimilation of Total Quality Management, Sigma and Lean emphasize teamwork and computing systematizing processes. Since this process is so expensive to setup and involves an uphill movement, organizations hold the right to save their efforts and codify their labors using high tech Information Technology tools. To maximize the advantages of ERP and overcome the threats of innovation, the ERP systems should be enriched with customization tools. Following are some of the methodologies that can be integrated to overcome the limitations of ERP towards

Business strategy Assignment Example | Topics and Well Written Essays - 3000 words

Business strategy - Assignment Example Continuous upgradation of its fleet is another area of its core competency. Strategic analysis using PESTEL and Five Forces analysis suggests that Etihad operates in an attractive industry but the buying power of consumers is high due to high level of competition in the industry. However, because of their core strengths, the airline would be able to achieve its goals and mission. There is ample opportunity for growth and expansion and based on its differentiation strategy, Etihad would continue to grow. Etihad has the location advantage also but customer service is not difficult to replicate and hence, Etihad needs to pursue differentiation through the economic support of the emirate. Analysis of the business strategy helps ascertain the location of the organization within the industry environment. Strategy need not be based on rational planning or even conscious making decision assumptions (Mintzberg, 1987). Strategy can be formulated at three different levels – the corporate level, the business unit level and the functional or departmental level. This paper would analyse the business level and the functional level strategy adopted by Abu Dhabi based Etihad Airlines. Sustainable competitive advantage can be created and maintained either through market position or through core competencies (Leavy, 2003). The positioning approach can be evaluated through PESTEL analysis and the generic strategies which would reveal two dimensions of positioning – the industry attractiveness and the competitive strength. The strategic choice should be on how to leverage advantage amidst the competitive environment. The strategic choice should fit with the goals and objectives to gain competitive advantage (Allen & Helms, 2006). Porter asserts that there are three basic strategies and firms perform best by adopting one of them – cost leadership, differentiation and focus (Allen & Helms, 2006). To become an industry leader, the company must be competitive. While

Migration and the Children of Haiti Dissertation

Migration and the Children of Haiti - Dissertation Example In the current setting, migration has been occurring due to a variety of reasons, some of these being personal life choices, and other reasons based on economic necessity. Regardless of reasons however, its impact on the migrants has always been considered significant, bringing forth both negative and the positive impacts on these migrants. Among children, such impact has even been more significant because of their vulnerabilities and adjustment requirements. This paper shall discuss the impact of migration on the children of Haiti, including the social, economic, psychological, and educational burdens and benefits which migration has brought to these children. Body Throughout the years, millions of Haitians have migrated to other countries, mostly in North America, including the Dominican Republic, United States, Cuba, Mexico, Canada, and the Bahamas, France, Turkey, Jamaica, Venezuela, Brazil, and Puerto Rico. There are about 1.2 million Haitians in the US, about 200,000 in Canada, and one million in the Dominican Republic (Wassem, 2003, p. 1). Some of these Haitians have left their children in Haiti while they have left their home country to seek better fortunes. Their reasons for migrating have mostly revolved around political oppression, economic difficulties, limited opportunities, and similar socio-economic issues. Last year’s January 7.0 magnitude earthquake which devastated the country sent even more Haitians out of their homeland. In the US, the Department of Homeland Security was prompted to extend the Temporary Protected Status for Haitians arriving in the US prior to the earthquake (Zissis, 2010). After this declaration, the DHS also declared humanitarian parole to Haitian orphans, allowing them to enter the US under emergency conditions for the administration of medical care (Zissis, 2010). About 500 of these orphans were granted refuge in the US because of this parole; those with appropriate papers issued by the Haitian government were all owed to be put up for adoption. The disaster in Haiti has caused the widespread migration of many Haitians including their children. Such migration has impacted in various ways on these children. The impact of migration on children is seen in a variety of ways. It is seen in Haitian children migrating to another country or region, and it is also seen in children left behind. This paper shall consider both types of children. Among Haitian children migrating to other countries, most of the effects of migration is seen in terms of psychosocial issues, including education, health, birth registration, and risk for child labor and child trafficking (Bakker, Elings-Pels and Reis, 2009, p. 10). In relation to psychosocial issues, there is a risk for migrant Haitian children to feel alienated from other children, including adult children due to their migrant status. Moreover, the risk of insecurity and depression is also significant among these children. Social workers in Haiti express how t he children migrants often feel psychological distress due to their status as migrants in other countries (Bakker, et.al., 2009, p. 10). Their comparative conditions in relation to their deplorable economic conditions impact negatively on their overall wellbeing as children. Haitian children represent â€Å"a significant vulnerable group, in fact 8% of Haitian immigrants are under the age of 14 and 21% between 15 and 24† (Bakker, et.al., 2009, p. 10). In effect, they are in the age where they have not fully developed adequate means of independent living; as such, they are prompted to endure even more deplorable economic conditions. In relation to education, migrant children in Haiti are often made to face hardships due to language barriers, stigmatization, and ridicule among other native children, leading to

Gender diferences Essay Example | Topics and Well Written Essays - 1000 words

Gender diferences - Essay Example Kimmel explains that gender inequality and differences are the core of Muslim society determining its main norms and traditions, relations between women and men, husbands and wives. The case Punishment Worse than the Crime shows that gender relations are a part of cultural traditions. â€Å"One of the key determinants of women's status has been the division of labor around child care. Women's role in reproduction has historically limited their social and economic participation† (Kimmel 53). The case shows that gender differences are socially determined. Those values, customs and behavioral norms that account for the sexual differentiation in adult personal identity and behavior are transmitted from generation to generation. In Muslim countries, gender identity is being constructed at every developmental stage of the life cycle, from infancy right through to late adulthood, as the developmental antecedents and behavioral consequences interact with the personality. For Pakistan women punishment is worse than the crime because women obtain a low social role in society and cannot accuse men in wrong behavior. In many Muslim countries, a woman is â€Å"a thing† owned by a man (a father or a husband) who has no rights and freedoms (Connell 43). The case shows that culture and social practices passes on to children, who once they have put on the lenses. This process holds true as a general but not an absolute pattern. Not everyone is so preprogrammed. There are in every society and culture mismatches whose bodies are of one sex and their psyches of the other. They develop their own gender identity by looking at rather than through the lenses. Far from being unnatural, such phenomena are part of the diversity of nature interacting with culture, very much, she says, like the diversity of food preferences: the natural desire for food does not in itself determine what is acceptable food in one culture as against the next, or what one person will prefer as against another within the same culture. "Rape may be a strategy to ensure continued male domination or a vehicle by which men can hope to conceal maternal dependence, according to ethnographers, but it is surely not an alternative dating strategy" (Kimmel 55). The picture pre sented here is of a community in which traditional cultural norms and ideal practices form the basis on which patriarchy is reproduced. Two factors, education and unemployment, are countervailing factors, both of them having had and continuing to have a profound effect on the most central institution in East life, marriage, and the relations between men and women. Education and other Western influences, bringing about significant changes in the way East fulfill their roles as fathers. The most important part of the story would be a rape itself and its perception by men. It is possible to assume that men do not feel guilty or do not perceive the act of rape as a crime. Cross cultural perspective can be applied to all situations described in this case. The psychological theory suggests that labor division influences perception of women and their social roles. In this division, a woman's role is ideally that of housewife and a man's that of provider working outside the confines

Molecular Genetics Practical Write Up Lab Report

Molecular Genetics Practical Write Up - Lab Report Example typhimurium, and TA 1535, TA 1537, TA 1538 mutants. 2mL of molten overlay agar (kept in a 45 °C water-bath) was added in to a sterile tube. After waiting for the agar to cool slightly (roughly 37 °C), 0.1mL of the bacterial culture was added using a Gilson pipette fitted with a sterile tip. Immediately the molten agar was poured along with the bacterial strain onto a E-medium plate ensuring even distribution of the overlay agar on the plate surface. The plate was then allowed to cool before incubating at 37 °C overnight. 2mL of molten overlay agar was added in to a sterile tube and after slightly cooling, 0.2mL 0.5mM histidine + 0.5mM biotin solution was added. 0.1 mL of the bacterial culture was added using a Gilson pipette fitted with a sterile tip and immediately the molten agar was poured along with the bacterial strain onto a E-medium plate ensuring even distribution of the overlay agar on the plate surface. The plate was then left to cool and later incubated at 37 °C overnight. 2mL of molten overlay agar was added into a sterile tube. After the agar had slightly cooled, 0.2mL 0.5mM histidine + 0.5mM biotin solution and 0.1mL of the 0.1M histidine solution was added. Immediately pour the molten agar was poured onto a E-medium plate ensuring even distribution of the overlay agar on the plate surface and the plate allowed to cool. Six serial dilutions of the bacterial culture in  ¼ strength Ringer’s solution ( 10-1, 10-2, 10-3, 10-4, 10-5 and 10-6) were prepared by adding, for instance for the 10-1, 100ÃŽ ¼l of the bacterial culture in a sterile eppendorf tube and adding 900ÃŽ ¼l of  ¼ strength Ringer’s solution. This diluted culture was used to carry out the next dilution and repeat this was repeated six times in total in order to get the 10-6 dilution. The plate was divided into two halves using a marker pen and marking the bottom of the plate one side was marked 10-5 and the other side 10-6. 10ÃŽ ¼l of the 10-5 dilution was dropped using a Gilson

Mini project Essay Example | Topics and Well Written Essays - 1000 words

Mini project - Essay Example This advert has been used to inform the customers that Samsung handsets are available and that have equally better applications and features like any other latest models or even better. The display on the advert shows the Samsung hand set has more superior and modern with appealing look. This type of advertising is employed mainly for introducing a new product or service in the market. It can also be used to boost the popularity of an already existing product in the market. The consumers have to know that a certain product or service exists before they can go for it. This advertising therefore aims at creating a demand for the products and services and by extension sensitizing potential customers (Amaldoss & He, pg. 147). . A well informed customer derives satisfaction and is therefore motivated to buy a product or subscribe to a service the next time. It is through this that loyalty is created and customers are maintained. Considering the benefits of this form of advertising, it should therefore be considered an indispensable method of marketing that any business firm should embrace. Moreover, informative advertising should be made in a simple and comprehensive language that favors most customers if not all. This type of advertising is employed mainly for introducing a new product or service in the market. It can also be used to boost the popularity of an already existing product in the market. The consumers have to know that a certain product or service exists before they can go for it. This advertising therefore aims at creating a demand for the products and services and by extension sensitizing potential customers (Amaldoss & He, pg 147). More often than not customers have certain concerns about products available in the market, this can be in regard to their advantages and demerits as well as how to use these products. Very sensitive elements of a product such as prices, areas of use and why a customer needs to buy that particular product are also

Analysis of Ryanair Essay Example for Free

Analysis of Ryanair Essay Ryanair established in 1985 carrying more than 5,000 passengers between its route Waterford Airport in Ireland to London Gatwick during its first year. The company expanded by 1989 had 350 employees, 14 aircraft and carrying more than 600,000 passengers a year. In 1997 there were dramatic changes in the European airline industry with deregulation of European Union air transportation allowed airlines to open new routes into Europe. The European Low fares association reported that low fares airlines are carrying more passengers than before with an increasing number of destinations in Europe set to increase from 38% to 53% in European travel (elfaa. com, 2011). Ryanair took advantage from the deregulation with routes from London Stansted to Stockholm, Oslo and Paris. By 2001 Ryanair launched its own travel website and within 3 months received 50,000 bookings (Ryanair.com, 2011). The report will focus on the low cost industry environment by identifying the opportunities and threats as well as five forces of the external environment. The report will also identify the strengths and weaknesses of Ryanair. Part 1: Low cost Airline industry The low cost airline industry has become the most profitable with all segments in the market with low prices and high load factors. This strategy has been challenged since the 1990s with the liberalization of services allowing new entrants to compete for business (Economist.com, 2011). The low cost airline industry operates all activities by reducing costs in order to gain strategic success and competitive advantage. This approach has a lot of opportunities as well as threats. Political Governments in the UK have the highest tax compared to Germany with a $1.3bn departure tax and Austria’s similar $119m duty tax (Independent.co.uk, 2011). The threat of passengers paying higher prices as a result of increased tax for their airline tickets can lower profits for airlines. This can affect low cost airlines such as Ryanair and Easyjet as the higher taxes cut profits for the company for example Easyjet stated they had lost  £21m of its  £153m in 2011 (IATA.com, 2011). Acts of terrorism can also be a major threat to the airline industry. Initiating further routes is an opportunity for low cost airlines to other destinations in Europe with its growing economy and additional 15 EU countries that joined in 2004 such as Lithuania, Poland, Slovakia, Latvia can offer new opportunities for new routes to increase the number of passengers(Delfmann, 2005). There has also been a threat with the plans to sell Stansted airport, the main location for low budget airlines after the Competition Commission to reduce its dominance in the market. This will bring greater competition to low cost airlines and benefit passengers with more low fare airlines from regional airports such as Gatwick and Stansted competing more (Telegraph.co.uk/travel, 2011). Economic The threat of rising oil prices caused global airlines to lose $16 billion in profits which did rebound in 2010 with higher traffic. The threat continues with oil prices averaging $110 a barrel and estimated to further increases in the industry’s fuel bill which will rise from $10 billion to $176 billion (Bangkokpost.com, 2011). This threat has also been warned by Willie Walsh, the chief executive of British Airways and Iberia who cautioned that European carriers have to bear the impact of the high fuel costs with some operators having to go out of business (Guardian.co.uk, 2011). The recession in 2008 resulted in travelers seeking cheaper fares and led to growth in sales for budget airlines. This opportunity during recession allows budget airlines to take advantage and of more travelers seeking low fares with budget airlines rather than more expensive airline tickets. With the higher oil prices, natural disasters in Japan, discontent in the Middle East, North Africa and can force competitors in the airline industry to increase prices and fuel surcharges which pose major threats to airlines profits and survival of airlines. Social The growth in demand for passengers seeking low cost airlines for cheaper fares is an opportunity for budget airlines. People are living a better standard of life with declining inequality of incomes made up mostly of middle class income people. People are also more well-travelled, experienced and seek new destinations with the growth of vacation property (Goeldner and Ritchie, 2009). This is an opportunity as budget airlines frequently service short haul destinations for short trips or weekend trips for leisure or business purposes offering more destinations and new experiences to people with low fares. Migration has also made commuting a factor with people seeking employment opportunities and education as a motive for travelling as well as the rising quality standards has shown to expect growth for low cost airlines (Gross and Schrà ¶der, 2007). There are significant opportunities for low cost airlines that can benefit from the demand of increasing passenger from various destinations and purposes. Many people also seeking new destinations is a good opportunity for budget airlines to increase passenger numbers and revenue by providing different destinations of regional airports. Technological The increasing popularity of information technology is an opportunity for low budget airlines as they don’t use travel agents to sell tickets and allows consumers to be informed about schedules, compare prices and itineraries as well as flights with other airlines (Pease etl al., 2007). The new ‘saddle seat’ which is designed to allow 23 inches of legroom compared to 30 inches on a normal seat space and shaped to sit at an angle increase the number of seat for an airline (Telegraph.co.uk/travel, 2011). The seats offer an opportunity for low budget airlines such as Ryanair and Easyjet to allow more storage space and more passengers in a plane which can increase revenues. The opportunities in technology allows airlines to take advantage of potential revenues with the internet offering direct marketing for customers and value added service by bringing offers to the customers directly. The opportunities for of the new seats can offer planes to fit more passengers and is a further potential a growth in revenue for budget airlines. Legal The airline industry has considerable regulations with issues concerning legislation and guidelines. For example low cost airlines have aggressive advertising campaigns to emphasize low fares which have become an issue with consumer protection legislation. Separate details of surcharges such as government tax, airport tax and fuel surcharge have to be included so that it does not consumers are not misinterpreted and misunderstood when buying a ticket. This is a threat to low cost airlines as it disregards the concept of low fares with all the taxes passed on by governments and aviation authorities. Low cost airlines can be substantially threatened with EU regulations and laws which can lower profits and damage the reputation of an airline with a negative image. Environmental Natural disasters such as the 2010 Iceland Volcano which caused 14,000 Ryanair flights cancelled. Costs of the 2010 Iceland disruption to the global airline industry soared to  £1.1bn according to estimates from the International Air Transport Association (Iata) (Guardian.co.uk, 2010). This threat to the airline industry faced by natural disasters such as the Iceland volcano can occur at any time and stop people from travelling costing airlines major disruptions with delays or cancellations. Emissions used by the airline industry have been increasingly growing rapidly over recent years, increasing 98% between 1990 and 2006 with predications of further increases to another 88% by 2050. This threat to the aviation industry enforcing airlines to pay for carbon dioxide and lower profits (Ftadviser.com, 2011). Porter’s five forces Porter points out the five forces which consist of bargaining power of suppliers, buyers, threat of potential new entrants and threat of substitutes to the industry. A company can adapt to the forces in order to increase chances of gaining sustainable competitive advantage and profitability. In understanding the strategic decisions a company has to make, it can be useful to look at the five forces of rivalry amongst the firm, substitution, new entry, the power of customers and the power of suppliers. Figure 1.1: Porters five forces Source: (Fouris and Oswald, 2006) Barriers of entry: to obtain aircrafts is extremely expensive and acquiring a basis at airports is also difficult (Gross and Schrà ¶der, 2007). With the success of Southwest airlines and deregulation and liberalization of the airline industry has allowed 40 budget airlines in the airline such as Easy Jet. This level is high as a result of these factors. Substitution- for the short haul flights, the substitute products include car, train and boat services. Travelling by train is clearly a substitute choice for travellers as it is high speed or travelling by car with the many motorway links available can have an impact. Technology can also be a substitute, for example business travellers may choose to conference skype calls over the internet. This level is moderate as flying is the main method of travelling long distances at a shorter time. Bargaining power of buyers: consumers can now purchase their own tickets from low cost airlines and can choose airlines with for higher level of quality, better service and lower price. Customers have the power to easily switch to another product that have lower prices with the ease of the internet (Hitt, et al, 2008). This popularity of comparison internet sites allows passengers to compare flight prices and choose the lowest cost airline of their choice. Therefore to survive with these intense factors airlines have to provide lowest fares to attract customers which is important for budget airlines and as a result the power of buyers is high as they consumers choose lowest fares causing risk of survival to an airline. Bargaining power of suppliers: Airlines rely heavily on the inputs for the company to survive which would be fuel, materials for the planes, services and manpower. Airlines either use Boeing or Airbus together with high maintenance fees, training staff. Additionally with the increase of cost for fuel to $50bn in 2011 resulted in travelers paying higher prices for tickets (Reuters.com, 2011). Therefore these inputs have high bargaining power over airlines as it can affect profits of an airline substantially. Competitor rivalry: may occur from price competition, product differentiation, advertising against other competitors is likely to affect the business (Bowhill, 2008). The intense rivalry occurs between low fares carriers are Ryanair, Easyjet and the carriers that provide ‘frills’ service with lower fares are British Midland Airways. Rivals also have to invest high capital investment and have a unique selling point to attract a large majority of customers and offer significant discounts and special offers. According the annual reports of Ryanair and Easy Jet, in 2010 Ryanair carried over 66 million passengers in comparison to Easy Jet carrying just 34 million. Therefore the airline’s low cost model delivers increased revenue and passenger growth as customers seek cheaper flights and benefit from price wars between airline fares. However budget airlines are still affected by rivalry with Ryanair and Easy Jet competing for customers flying with no frills airlines and the level of competitor rivalry is moderate. Conclusion Finally the analysis has demonstrated the attractiveness for the budget airline based on the ease of entry regulations and with the low expenditure costs lower than charter airlines that provide more service. The unstable environment has led to an increase in fuel costs with airlines paying heavily for their supply and in contrast the unpredictable economic environment has caused consumers to spend less and look for cheaper travel and prefer budget airlines such as Ryanair. Even though there is intense rivalry between airlines, budget airlines have an attractive strategy with more airlines using the low cost model to compete for passengers. Part 2: Internal analysis The internal factors of Ryanair’s concerns strengths and weaknesses to assess the extent to which the strategies for the airline in order to be successful, these summarizes the internal business environment and the capabilities (Johnson et al., 2002). The strengths of Ryanair are: The company has a successful low cost model benefitting from low expenses by using staff to clean the plane, passengers have to pay to print boarding pass reducing the need for staff at check in desks and take advantage of the internet to sell tickets. Ryanair’s low fares are aimed at encouraging demand especially with price sensitive leisure and business travellers that might choose alternative forms of transport method. Ryanair have set fares on the basis of demand on particular flights with higher fares on flights that have the highest demand for bookings booked nearer to the date of departure. Ryanairs competitors also do not operate on comparison sites and save commission or fees to other comparison websites. The company loses fewer bags and with 88% punctual flights compared to competitor’s ant explains why the company is a favorite airline for customers with over 73 million passengers in 2010 (Ryanair.com, Annual report 2010). Flights to secondary airports: the company offers point to point service on short haul flights to secondary and regional airports around the major hub centers and cities. The point to point routes rather than hub airports allow the company to provide direct nonstop flights and avoid the costs of providing services through connecting passengers, baggage transfers and transit passenger assistant costs. By choosing secondary locations allows convenience for a large majority of the population and is generally less crowded than in major airports. This has also resulted in on time flights, faster turnaround times, less terminal delays as well as more competitive airport access and handling costs or operating restrictions that can reduce expenses (Ryanair Annual Report, 2010). Low operating costs: Ryanair maintain low operating costs as a low budget airline company and aims to reduce costs in main areas which include: aircraft equipment, personnel productivity, customer service costs and airport access and handling costs. Weaknesses Ryanair have been negatively perceived as arrogant as the company does not take into consideration the competition by putting other low fares airlines out of business creating a bad image with negative media. Ryanair is viewed as not caring too much about customer needs or problems which reflect O’Leary’s opinion that customers pay low prices and get a good deal therefore should expect low standards. There have also been complaints for the extra payments for fees and taxes as well as paying higher prices for stowing luggage and onboard food and beverage. The company has also come across as having a negative reputation by having underpaid staff that are disciplined for any mistakes, work long hours and unhappy staff with staff (itfglobal.org, 2011). The company also charges  £5 for every purchase using bank card,  £40 for printing a boarding pass at the airport and  £100 for changing the name on the booking. Therefore customers often have to pay a lot more than they expected which makes Ryanair’s image appear dishonest (Ryanair.com, 2011). Porters value chain The generic strategies are concerned with the strategies of the company and at the micro level by exploring Porters model of the value chain. The value chain classifies the activities of the company and divided into primary and support activities used to identify the cost leadership strategy as illustrated in appendices b. The core competencies of Ryanair consist of maximizing revenues whilst providing a no frills low cost strategy and keeping logistics simple. This is maintained by Ryanair’s capability to lower operating costs such as aggressive online booking reducing the cost of staff and operate in secondary airports using Boeing 737-800. Through simple services and investing less on employees, Ryanair core competencies provide effective and efficient resource management. The primary activities involved in the inbound logistics of Ryanair consist of its 272 Boeing 737-800 planes that can carry 189 people and agreements to secondary airports. Ryanair have contract agreements with these large aircrafts with the ability to fly long hours and do not charge fuel surcharge (Ryanair.co.uk, 2010). Operations: Ryanair have lower unit costs as part of its operation and save costs through lower handling fees, landing fees in secondary airports and fast turnaround times with the capacity to utilize the aircraft at a shorter time. Ryanair operate in 1,110 routes and 1,400 flights a day from 44 bases. The efficiency of its operation supports the low cost strategy position with fast turnaround times, no meals on board and improved employee productivity (Ryanair.com, 2010). Financial analysis The strengths of Ryanair are quite clear. The company has been profitable with an increase in profits of 26% to â‚ ¬401m and operating profit increase by 28% to â‚ ¬516.2m in 2011. The figure below illustrates how the company increased passengers by 8% and revenue 16% by 2010. Figure 2.1: Summary Table of results (IFRS) in Euro Source: (Ryanair.com, 2011) Figure 2.2: Summary table for EasyJet Source: (Easyjet.com, 2011) As seen from the tables above it can be clear to differentiate the profit revenues. Profit after tax for Ryanair in 2010 was â‚ ¬138 million and for Easyjet was just  £121 million. Revenue for Easyjet in 2010 was  £2, 973 million in 2010 and  £2, 66 million in 2009 compared to Ryanair’s revenue in 2010  £18 million and  £16 million in 2009. According to Ryanair’s annual reports, revenues rose by 16% to â‚ ¬896.8m due to an 8% rise in traffic and a 5% increase in average fares in 2010. Ryanair has been able to gain a growth in revenue even during the financial recession which had a significant effect on other major airlines resulting in bankruptcy and closure. Due to its cost efficient methods through increased passenger traffic with its new routes and low prices Ryanair has been able to uphold its place as the number one low cost carrier. This difference also shows in Ryanair’s current ratio at 1.79 in 2010 compared to Easy jet only gaining 1.33. Conclusion From the internal analysis it is clear to see Ryanair’s low costs strategy means it is less affected than its competitors with its cost leadership. This has required the company to gain a large market share whereby it has purchased large quantities of planes and low cost operations has made shown that cost leadership is the only way to work for the future and globally. Ryanair has built a low cost culture however still needs to pay close attention to the external environmental factors including governmental policies and increased cost of fuel. The core cost savings mentioned has made the company highly successful with its short haul routes with standardized no frills services, higher seating density and its ticketless reservation system. Ryanair have succeeded by becoming a successful airline in Europe with the Southwest airline model and managed to grow its market segment of price sensitive customers through its no frills service. Bibliography Afuah, A. (2009) Strategic Innovation: New Game Strategies for Competitive Advantage. New York: Routledge. Beech, J. and Chadwick, S. (2006) The business of tourism management. Harlow: Pearson Education Limited. Bangkokpost.com (2011) Oil spike to push up airline losses. [Online]. Available at: http://www.bangkokpost.com/business/aviation/241328/oil-spike-likely-to-push- up-airline-losses. [Accessed on: 05 March 2011]. Betz, F. (2002) Executive Strategy: Strategic Management and Information Technology. New York: John Wiley and Sons. Bowhill, B. (2008) Business Planning and Control: Integrating Accounting, Strategy, and People. Hoboken: John Wiley and Sons. Centreforinformation.com (2011) Jaw-dropping airline market capitalization. [Online]. Available at: http://www.centreforaviation.com/news/2011/03/10/jaw-dropping-airline-market-capitalisation-facts-part-3/page1 [Accessed on: 05 March 2011]. Cherunilam, F. (2007) International business: text and cases. 4th Ed. New Delhi: Prentice Hall. Delfmann, W. (2005) Strategic management in the aviation industry. Ashgate: Ashgate Publishing Limited. Easyjet.com (2011) Annual Reports and Accounts. [Online]. Available at: http://corporate.easyjet.com/~/media/Files/E/easyJet/pdf/investors/result-center/easyJet_AR10_18_1_2011.pdf? [Accessed on: 05 March 2011]. Economist.com (2011) Aviation: Climbing through the clo uds: Airlines and the aircraft industry are belatedly being buffeted by globalization. [Online]. Available at: http://www.economist.com/node/18926285?story_id=18926285fsrc=rss [Accessed on: 05 March 2011]. Elfaa.com (2011) Press Release: Report shows low fares airlines are the future of air travel in Europe. http://www.elfaa.com/110418_ELFAA_PressRelease_LFAs_Market_Share_YorkAviation.pdf Ftadviser.com, (2011) Come fly with me. [Online]. Available at: http://www.ftadviser.com/FinancialAdviser/Investments/Sector/EthicalAndSRI/Features/article/20110519/da237554-59f2-11e0-8113-00144f2af8e8/Come-fly-with-me.jsp [Accessed on: 05 March 2011]. FT.com (2011) EasyJet Plc. [Online]. Available at: http://markets.ft.com/tearsheets/financialsSummary.asp?s=uk:EZJ.[Accessed on: 03 July 2011]. FT.com (2011) Ryanair Holdings. [Online]. Available at: http://markets.ft.com/tearsheets/financialsSummary.asp?s=ie:RY4B.[Accessed on: 03 July 2011]. Goeldner, C.R. and Ritchie, B.J.R. (2009) Tourism: Princip les, Practices, Philosophies. 11th Ed. London: John Wiley and Sons. Guardian.co.uk (2011) Airline Industry profit slump oil. [Online]. Available at: http://www.guardian.co.uk/business/2011/jun/06/airline-industry-profit-slump-oil. [Accessed on: 12 June 2011]. Guardian.co.uk (2010) Airline industry takes $1.7bn hit from volcanic ash disruption. [Online]. Available at: http://www.guardian.co.uk/business/2010/apr/21/airline-industry-cost-volcanic-ash. [Accessed on: 05 May 2011]. Guardian.co.uk (2011) Airlines to spend estimated â‚ ¬1.4bn on carbon permits in 2012. [Online]. Available at: http://www.guardian.co.uk/environment/blog/2011/mar/08/carbon-emissions-climate-change. [Accessed on: 12 June 2011]. Gross, S. and Schroeder, A. (2007) Handbook of low cost airlines: strategies, business processes and market environment. Berlin: Hurbert and Co. Hitt, M.A., Ireland, R.D. and Hoskisson, R.E. (2009) Strategic management: competitiveness and globalization: concepts cases. 8th Ed. Mason: Southwestern Cengage Learning. IATA.com (2011) Airline Industry 2011 Profit Outlook Slashed to $4 Billion. [Online]. Available at: http://www.iata.org/pressroom/pr/pages/2011-06-06-01.aspx. [Accessed on: 12 June 2011]. Independent.co.uk (2011) Chief of airline industry attacks tax bandit UK. [Online]. Available at http://www.independent.co.uk/news/business/news/chief -of-airline-industry-attacks-tax-bandit-uk-2293964.html. [Accessed on: 20 June 2011]. Independent.co.uk (2009) Ryanair it’s cheap not cheerful. [Online]. Available at:http://www.independent.co.uk/money/spend-save/consuming-issues-ryanair-its-cheap-not-cheerful-1781973.html. [Accessed on: 25 June 2011]. Itfglobal.org (2011) Campaigns. [Online]. Available at: http://www.itfglobal.org/campaigns/conditions.cfm. [Accessed on: 17 June 2011]. Johnson,G., Scholes, K. and Whittington, R. (2008) Exploring corporate strategy. 8th Ed. Harlow: Pearson Education

Comparative Study of Advanced Classification Methods

Comparative Study of Advanced Classification Methods CHAPTER 7 TESTING AND RESULTS 7.0 Introduction to Software Testing Software testing is the process of executing a program or system with the intent of finding errors or termed as bugs or, it involves any activity aimed at evaluating an attribute or capability of programming system and determining that it meets its required results. Software bugs will almost always exist in any software module with moderate size: not because programmers are careless or irresponsible, but because the complexity of software is generally intractable and humans have only limited ability to manage complexity. It is also true that for any complex systems, design defects can never be completely ruled out. 7.2 Testing Process The basic goal of the software development process is to produce data that has no errors or very few errors. In an effort to detect errors soon after they are introduced, each phase ends with a verification activity such as review. However, most of these verification activities in the early phases of software development are based on human evaluation and cannot detect all errors. The testing process starts with a test plan. The test plan specifies all the test cases required. Then the test unit is executed with the test cases. Reports are produced and analyzed. When testing of some unit complete, these tested units can be combined with other untested modules to form new test units. Testing of any units involves the following: Plan test cases Execute test cases and Evaluate the result of the testing 7.3 Development of Test Cases A test case in software engineering is a set of conditions or variables under which a tester will determine whether an application or software system is correctly working or not. The mechanism for determining whether a software program or system has passed or failed such a test is known as a test oracle. Test Cases follow certain format, given as follows: Test case id: Every test case has an identifier uniquely associated with certain format. This id is used to track the test case in the system upon execution. Similar test case id is used in defining test script. Test case Description: Every test case has a description, which describes what functionality of software to be tested. Test Category: Test category defines business test case category like functional tests, negative test, accessibility test usually these are associated with test case id. Expected result and the actual result: These are implemented within respective API. As the testing is done for the web application, actual result will be available within the web page. Pass/fail: Result of the test case is either pass or fail. Validation occurs based on expected and actual result. If expected and actual results are same then test case passes or else failure occurs in test cases. 7.4 Testing of Application Software The various testing done on application software is as follows. Integration Testing 7.4.1 Integration Testing In this phase of software testing individual software modules are combined and tested as a group. The purpose of integration testing is to verify functional, performance and reliability requirements placed on major design items. These â€Å"design items†, i.e. assemblages (or unit group of units), are exercised through their interfaces using black box testing, success and error cases being simulated via appropriate parameter and data inputs. Simulated usage of shared data areas and inter process communication is tested and individual subsystems are exercised through their input interface. Test cases are constructed to test that all components within assemblages interact correctly, for example across procedure calls or process activations, and this is done after testing individual modules, i.e. unit testing. The overall idea is a â€Å"building block† approach, in which verified assemblages are added to a verified base which is then used to support the integration testing of further assemblages, In this approach, all or most of the developed modules are coupled together to form a complete software system or major part of the system and then used for integration testing. Integration testing is a systematic technique for constructing the program structure while at the same time conducting test to uncover errors associated with interfacing. The objective is to take unit-tested modules and build a program structure that has been dictated by design. The top-down approach to integration testing requires the highest-level modules be tested and integrated first. This allows high-level logic and data flow to be tested early in the process and it tends to minimize the need for drivers. The bottom-up approach requires the lowest-level units be tested and integrated first. These units are frequently referred to as utility modules. By using this approach, utility modules are tested early in the development process and the need for stubs is minimized. The third approach, sometimes referred to as the umbrella approach, requires testing along functional data and control-flow paths. First, the inputs for functions are integrated in the bottom-up pattern. 7.4.1.1 Test Cases for Support Vector Machine Support Vector Machine is tested for the attributes which fall only on positive side of hyperplane, attributes which fall only on negative side of hyperplane, attributes which fall on both positive and negative side of hyperplane and the attributes which fall on the hyperplane. The expected results match with the actual results. Table 7.1: Test Cases for Support Vector Machine 7.4.1.2 Test Cases for Naive Bayes Classifier Naive Bayes Classifier is tested for the attributes which belongs to only class ‘1’, attributes which belongs to only class ‘-1’, attributes which belongs to both class ‘1’ and class ‘-1’. The expected results match with the actual results. Table 7.2 Test Cases for Naive Bayes Classifier 7.5 Testing Results of Case Studies A particular example of something used or analyzed in order to depict a thesis or principle. It is a documented study of real life situation or of an imaginary scenario. 7.5.1 Problem Statement: Haberman Dataset Haberman data set contains cases from the University of Chicagos Billings Hospital on the survival of patients who had undergone surgery for breast cancer. The task is to determine if the patient survived 5 years or longer (positive) or if the patient died within 5 year (negative). @relation haberman @attribute Age integer [30, 83] @attribute Year integer [58, 69] @attribute Positive integer [0, 52] @attribute Survival {positive, negative} @inputs Age, Year, Positive @outputs Survival Training SetTest Set Weight vector and gamma w =0.09910.07750.2813 gamma = 0.3742 Predicted Class label of test set Confusion matrix of the classifier True Positive(TP)=8.000000False Negative(FN)=27.000000 False Positive(FP)=8.000000True Negative(TN)=110.000000 AUC of Classifier = 0.517792 Accuracy of classifier = 77.124183Error rate of classifier = 22.875817 F_score=31.372549Precision=50.0Recall=22.857143Specificity=93.220339 Confusion Matrix for SVM Fig 7.1: Bar chart of SVM for various Performance Metric Predicted Class Label of Naive Bayes Classifier True Positive(TP)=10.000000False Negative(FN)=25.000000 False Positive(FP)=11.000000True Negative(TN)=107.000000 AUC of Classifier = 0.5202 Accuracy of Classifier =76.4706Error Rate of Classifier = 23.5294 F_score=35.7143Precision=47.6191Recall=28.5714Specificity=90.678 Confusion Matrix for NBC Fig 7.2: Bar Chart of NBC for various Performance Metric Tab 7.3: Comparison of SVM and NBC for various Performance Metric Fig 7.3: Bar Chart for Comparison of SVM and NBC 7.5.2 Titanic Data set The titanic dataset gives the values of four attributes. The attributes are social class (first class, second class, third class, and crew member), age (adult or child), sex, and whether or not the person survived. @relation titanic @attribute Class real[-1.87,0.965] @attribute Age real[-0.228,4.38] @attribute Sex real[-1.92,0.521] @attribute Survived {-1.0,1.0} @inputs Class, Age, Sex @outputs Survived Training SetTest Set w = -0.10250.0431 -0.3983 gamma = 0.3141 Predicted Class label of test set confusion matrix of the classifier True Positive(TP)=154.000000False Negative(FN)=181.000000 False Positive(FP)=64.000000True Negative(TN)=701.000000 AUC of Classifier=0.426392 Accuracy of classifier in test set is=77.727273 Error rate of classifier in test set is=22.272727 F_score=55.696203precision=70.642202Recall=45.970149specificity=91.633987 Confusion Matrix for SVM Fig 7.4 Bar chart of SVM for various Performance Metric Predicted Class label of Naive Bayes Classifier True Positive(TP)=197.000000False Negative(FN)=138.000000 False Positive(FP)=148.000000True Negative(TN)=617.000000 AUC of Classifier = 0.4782 Accuracy of Classifier = 74Error Rate of Classifier = 26 F_Score = 57.9412Precision = 57.1015Recall = 58.806Specificity = 80.6536 Confusion Matrix for NBC Fig 7.5 Bar chart of NBC for various Performance Metric Tab 7.4: Comparison of SVM and NBC for various Performance Metric Fig 7.6 Bar Chart for Comparison of SVM and NBC Department of CSE, RNSIT2014-15Page 1

Cadbury Competitive Advantage Strategies

Cadbury Competitive Advantage Strategies 5. What is there about this companys strategy that can lead to sustainable competitive advantage? The following are several strategies that Cadbury had used to bid and acquire Adams into its confectionery business. Cadbury had created a dedicated M A team, which is under Stitzers strategy group, at corporate headquarters to replace autonomous and dispersed work by local businesses. Besides that, Cadbury Schweppes brought in nearly 100 managers from divisions around the world to Waldorf Astoria Hotel in New York City for a two week workshop to refine the model and build commitment to the deal and the planned synergy numbers. Thirdly, Cadbury Schweppes had indentified the top tier of Adams management and began making determinations as to who they would like to keep in the event of successful acquisitions. Next strategy is the mantra Best person, right to take the most qualified candidate to match the job that best suited him or her. They also assumed the merger as the potentially transformative event. Cadbury Schweppes had developed an exhaustive integration plan in the event of a successful bid for Adams. A steering committee would be set up with integration management team, and enable teams to achieve the full potential of the merger. Each of this strategies will be evaluated with 4 variables which are value added, rare, hard to imitate, and not easily substitutable. Any of these strategies which had fulfilled all of the four criteria will lead to the sustainable competitive advantage in order to bid Adams successfully from other potential bidders like Nestle, Wrigley, Kraft, Pepsico, Mars, Hershey and Pharma companies. According to the case, Cadbury is estimated ranked as the fifth in the line of potential bidders which is behind Nestle, Kraft, Mars and Hersheys. The first strategy is creating a dedicated merger and acquisition team to replace autonomous and dispersed work by local businesses. We evaluated it as rare because not many companies would spend so many times and human capital to build a comprehensive business model of Adams and also human resources just to make one acquisitions. Besides that, there is a added value behind the team, whereby a team of talented people were gathered to make a strategic business model to bid Adams as they could see the future of Adams which can make Cadbury a leading confectionary company in the industry. It is also rather hard to imitate because the strategy of mergers and acquisitions were planned by whole department rather than just 5 people unit. This 5 people unit team is non-substitutable, as Cadbury is the first company with the team that already begun a comprehensive of Adams model of businesses which include detailed information about marketing and sales, list of potential cost and revenue syne rgies for each of 50 countries and etc. This strategy had proven how well that Cadbury analyzed on Adams before they make decisions to acquire a company. Moreover, Cadbury Schweppes brought in nearly 100 managers from divisions around the world to Waldorf Astoria Hotel in New York City for a two week workshop to refine the model and build commitment to the deal and the planned synergy numbers. We do not see this as rare because according to the case, competitors would have higher cost. This strategy has value creations because it has brought in the value of team work and stimulates closer relationship between managers from division of around the world. It is rather hard to imitate by many of the companies because, such strategy may require a very large cost by having two week workshop the synergy numbers that they planned in this strategy are easy to substitute because in the case, Stitzer claimed that the synergies were not large enough to support the price necessary to win the deal. Third strategy whom Cadbury Schweppes had indentified the top tier of Adams management and began making determinations as to who they would like to keep in the event of successful acquisitions. This strategy has value creation because, before Cadbury identified and analyzed their organizational culture and its top management team whether it is suitable with Cadburys corporate culture to make a successful joint business in future or not. Furthermore, this strategy is considered as rare as it will help increase possibility of becoming the preferred purchaser for Adams as well Pfizer who is currently the CEO of Adams. It is also not easy to imitate by competitors, as not many top executives can win the chance to know Adams detailed corporate information as what Cadburys do. This strategy would be difficult to substitute by other competitors. For example Nestle, as they do not have much information about Adam especially regarding their corporate culture whether it would culturally fit wi th them or not, although they have large capitals to bid Adams over Cadbury. The fourth strategy with the mantra Best person, right job which means human resources will take the best qualified candidate to match the job that best suited him or her. Added value created by having the most qualified and talented employee to produce the best quality job for the company. Besides that, it is rare, because every company is unsure that it had any of their employees who could lead the large American divisions if Adams is successfully acquired. It is also hard to substitute as many managers did not have the experience to run an integrated business on a global scale. However, the mantra or slogan that Cadbury carry with them are easily imitated by others as every company have the same objectives to employ the best employee in order to help the company to achieve the utmost results as well as to improve productivity. They assume the merger as the potentially transformative event. This strategy has value added element where it is an opportunity to centralize, transform practices and create more shared services. Besides that, it is also rare that only Stitzer believed that this kind of acquisition may motivate others to accept changes towards better improvement. Furthermore, acquisition on Adams is something new on both cultural and social on the company itself. With such strategy in mind of every executives is hard and difficult to adapt my every organizations, as not everyone especially the senior executives will accept new changes or new cultural when a company are merged and have to change their rules and organizations which has caused this strategy hard to imitate. However, Cadburys senior managers foresee the merger and acquisition as an opportunity to restructure a new business model for Cadbury towards achieving leading confectionary company. There is very less substitute as Cadbury who wil l have a very motivating thinking towards accepting new changes which help the company to achieve sustainable advantage. Cadbury Schweppes had developed an exhaustive integration plan in the event of a successful bid for Adams. Such plan is rare because, within 90 days, all validation and planning of the synergies has to be complete and new synergy projects that needed to Beat the Model to be identified and mapped out. In addition, the plan is quite hard to imitate, as all the bidding preparation are required to work out within a short time and period whereby there is no other teams or competitors that could work out a successful integration plan in such a short period. Furthermore, we find out that it is quite hard to find another similar merger that could implement an integration will all the detailed work plan as well as synergy projects to be done within 60 days. Within the first 90 days monthly, all the monthly status report about merger integration and applicable synergies will begin in each department of the company itself, which indicated that the Cadbury has added value in terms of building st rategic plan to acquire Adams compared to other competitors. A steering committee would be set up with integration management team and enabler teams to achieve the full potential of the merger. This strategy contains regional value capture teams as well as functional value capture teams which are important to drive the company towards achieving sustainable competitive advantage. This is also rare because it is necessary to prepare huge amount of human resources to manage several teams in carrying out the integration plan. Furthermore, it is not easily imitated by competitors as not many companies would have interest to focus and spend time to organize a huge number of human capital to implement an integration plan just on the acquisition strategy which the company that acquired are not 100 percent would bring profits for the company itself. Besides that, Adams will also find hard to find other bidders like Cadbury whom had been making deep analysis and study about the corporate detailed information and there are some business similarities betw een Cadbury and Adams. In conclusion, out of so many strategies that Cadbury had implemented, only some of the strategies can lead to sustainable competitive advantage as they had fulfilled 4 criteria, namely added value, rare, hard to imitate and hard to substitute. The strategies are: (1) creating dedicated merger and acquisition team to replace autonomous and dispersed work by local businesses; (2) indentifying the top tier of Adams management and begin making determinations as to who they would like to keep in the event of successful acquisitions; (3) assume the merger as the potentially transformative event; (4) developed an exhaustive integration plan in the event of a successful bid for Adams; and (5) setting up steering committee with integration management team, and enabler teams to achieve the full potential of the merger

The Human Eye in Space :: essays research papers

Human visual hardware is a result of a billion years of evolution within the earths atmosphere where light is scattered by molecules of air, moisture, particular matter etc. However as we ascend into our atmosphere with decrease density, light distribution is changed resulting in our visual hardware receiving visual data in different format. Some Aspects to Consider: 1. Visual acuity is the degree to which the details and contours of objects are perceived. Visual acuity is usually defined in terms of minimum separable.Large variety of factors influence this complex phenomenon which includes : # Optical factors- state of the image forming mechanisms of the eye. # Retinal factors such as the state of the cones. # Stimulus factors such as illumination, brightness of the stimulus, contrast between the stimulus and background, length of time exposed to the stimulus. * Minimum separable: shortest distance by which two lines can be separated and still be perceived as two lines. "During the day, the earth has a predominantly bluish cast..... I could detect individual houses and streets in the low humidity and cloudless areas such as the Himalaya mountain area.... I saw a steam locomotive by seeing the smoke first..... I also saw the wake of a boat on a large river in the Burma-India area... and a bright orange light from the British oil refinery to the south of the city (Perth,Australia.)" The above observation was made by Gordon Cooper in Faith 7 [1963] and which generated much skepticism in the light of the thesis by Muckler and Narvan "Visual Surveillance and Reconnaissance from space vehicles" in which they determined that a visual angle of ten minutes was the operational minimum, and that the minimum resolvable object length [M.R.O.L] at an altitude of 113 miles would be 1730 ft. This limitation of acuity was revised the next year to 0.5 seconds of arc for an extended contrasting line and 15 seconds of arc for minimum separation of two points sharply contrasting with the background. Orbiting at 237 miles in the skylab it was possible to see the entire east coast [Canada to Florida Keys] and resolve details of a 500 feet long bridge based on inference. Of Interest is the fact that even though the mechanical eye [camera systems] can resolve objects greater than fifty times better than the human eye, without the human ability to infer, interpretation of the data is meaningless. Conclusion: Visual acuity in space exceeds that of earth norm when objects with linear extension such as roads, airfields, wake of ships etc. 2. Stereoscopic vision: the perception of two images as one by means of fusing the impressions on both retinas. In space one has to deal with a poverty of reference points.

psychology Essay -- essays research papers

As described, there are 10 different perspectives of early psychology. These perspectives are: Structuralism, functionalism, Gestalt psychology, Behavioral, psychodynamic, humanistic, physiological, evolutionary, cognitive, and cultural and diversity. I will only be looking at three of these perspectives still in common use today here is a summary of each. The behavioral perspective "focuses on the observable behaviors; thus it does not speculate about mental processes such as thinking." (Davis and Palladino, 2005).Unlike the other approaches, the behavioral perspective accentuates how it is important to learn and understand and doesn't focus on coconscious. B. F. Skinner, a well known psychologist, was a strong advocate of this thinking. He has since been called the "greatest contemporary psychologist" (Fowler, 1990). Skinner basically took an easy angle on his methods. "Behavior changes as a result of consequences (Bjork, D. W., 1997). When it comes down to it, Skinner teaches basic skills. When applying this type of psychology to young children you will see immediate results and these can be long standing results. However, in young children, this method will not give the parent ay idea of the motivations or thoughts behind that bad behavior. Only reinforcing the correct behaviors will do nothing to help parents or teachers better understand the feelings of the child or the internal factors that have contributed to this behavior. Behaviorism works well in conjunction with the other theories below to help parents and teachers gain a more complete understanding of not only their children’s behaviors but â€Å"why† they choose to behave in a certain way. The humanistic perspective "emphasizes free will and an individual’s control of their own behavior." (Davis and Palladino, 2005).This was more of a human approach to psychology which was to look at and study humans by the choices they make. Laboratory specimens can not possibly equate to what a human can achieve deeming any laboratory experiment illogical. Instead of developing principals about their theories, they concluded that each individual is their own being. Humanistic psychologists believe in the inherent â€Å"good† nature of all people. &nbs... ...ng the humanistic approach to reinforce their own decision making can teach a child to make the correct decisions and also give a more positive view of those choices no matter what they are. At any age the cognitive approach can be used to help children learn to recall information they have been taught or apply that â€Å"lesson† we are trying to get across. References Bjork D.W. (1997) Allport: A Life in Washington D.C. American psychological association Fowler, R. D. (1990). Psychology: The core discipline. American Psychologist, 45, 1-6. Humanistic Psychology and Education. Don Closson 1991 Probe Ministries International Retrieved 4 April 2005 from http://www.probe.org/docs/psy-educ.html Educational Technology's Effect on Models of Instruction. Judith Conway. May, 1997 Retrieved 4 April 2005 from http://copland.udel.edu/~jconway/EDST666.htm Saul Kassin, B.S., M.A., PhD, "Psychology," Microsoft ® Encarta ® Online Encyclopedia 2005 Retrieved 4 April 2005 from http://encarta.msn.com Davis, Stephen F., Palladino, Joseph J. (2005) Psychology, Research and You, Psychology Chapter 1. Upper Saddle River, New Jersey: Pearson Custom Publishing

The Need for Performance Appraisal in the Uae Transport and Travel Industry

Student Name: Instructor’s Name: Title: PROPOSAL: The Need for Performance Appraisal in the UAE Transport and Travel Industry Course: Institution: Table of Contents An evaluation of performance appraisal in UAE travel department3 Introduction3 Statement of the problem3 Research Objectives and Aims3 Background and Significance4 Significance of the Study4 LITERATURE REVIEW5 How has the UAE transport industry failed in embrace performance appraisal? 5 Emirisation policy (Nationalism)5 Employee wage rates and prohibition of workers tribunal6 National Culture and traditions7Organization Culture8 Research methods and design9 Research design9 Research deliverables/potential values/expected outcomes10 Limitations of the research10 Ethical Implications10 Bibliography12 The need for performance appraisal in the UAE transport and travel industry An evaluation of performance appraisal in UAE travel department Introduction Human resource management is the main determinant of employee perfo rmance in any organization (Wright et. al 2003). For effective management of employees, performance appraisal and management is a critical aspect in the human resource department.With the increasing competition, the advancement of technology and the current global economic decline, government departments and organizations are changing their employee practices to save resources and at the same time increase productivity (Armstrong 2009). They are working towards improving employee productivity. Resources in organizations are currently moving from capital and asset holding to skills employees possess, their brand and intellectual capability. Thus, the research will aim at critically examining how performance appraisal will improve employee productivity and reduce disputes in the UAE transport travel industry.Statement of the problem Increased poor performance and low employee productivity in the government sectors is affecting the general economy of the United Arab Emirates government s. Increased employee within the transport industry calls for a critical evaluation and implementation of performance appraisal. Research Objectives and Aims The research will basically base on ways of improving UAE employees’ productivity through performance appraisal. It restricts its scope to government sector and issues affecting employees within their departments and in the general organization.The research will also involve the government sector in the UAE. Specific Objectives ? To determine what is causing reduced productivity among employees ? To identify areas of weakness within the government organization ? To identify specific appraisal measures that the organizations are lacking ? To suggest appropriate measures of realizing improved performance Background and Significance The United Arab Emirates is a federal association comprising of seven different countries in the Southeast of the Arabian Pensula. The Emirates has conserved customs, laws and business practices governed by the Islamic beliefs.It is known for well developed infrastructure and its transport and travel industry that extends to international levels and serves a wide range of nationals. This is because it adopts technologies of other foreign states and is improves its transport industry by expanding it internationally (Alrawi & Sabry, 2009. However, currently, employee disputes and strikes experienced in most of the emirate countries is rampant. This is common in the biggest and most famous Emirates such a Dubai and Sharjah. Significance of the StudyThe study will look at employee productivity as a factor of performance appraisal in the UAE government departments with emphasis on the travel and transport industry of the UAE. The study will have significance both theoretically and practically. It improves the understanding of how performance appraisal of employees will increase their productivity and improve relations among employees and with their seniors in the UAE. It will a lso enable the government department to know which strategies they should put in place in order to attain employee job satisfaction, commitment and increased retention rates.The problem of employee productivity is an area of limited research. The study will develop a theoretical framework for employee performance appraisal and productivity in relation to UAE policies. LITERATURE REVIEW Employee performance and levels of productivity determines profits of any firm. According to Heathfield (2008), organizations are aiming at seeking advantages, and for this reason she says, evaluation of workers performance is becoming the immediate area of target. She says that the management of employee performance is of advantage for both the employee and the employer.She further states that, however the approach to the concept of performance appraisal may differ from one organization to another, the concept and its meaning still focuses on human capital as the most important asset in the organizat ion. How the UAE transport industry has failed in embrace performance appraisal Emirisation policy (Nationalism) Emirisation policy aims at developing more workforce among the nationals of UAE through education systems, training and career development so as to reduce the number of non-nationals in the countries and encourage employment of the nationals (Rees Et. l, 2007). This in turn may affect performance of the non-national employees and may lead to unfair judgment of employee performance by the managers. Many organizations are embracing the policies, and in turn changing the managerial approaches of the firms (Mansour, 2008). Human resource practices such as recruiting procedures (Randeree, 2009) and employment strategies are affected as a result of the emirisation policy. For example the banking sector where employment of the nationals increased to 30% from 28% in the year 2005. Employee wage rates and prohibition of workers tribunalLow wage rates and poor working conditions as a result of prohibit trade unions in the UAE, is a matter of concern and making headlines (Francis, 2008 ). This however involves discrimination of non-national workers from india, Plilistienes and Pakistan. The result of ignoring the human resopurse factor leads to disputes, strikes low employee production and damages the image of the organization. She states that the government intervenes to have more control on the employees; however, arresting workers who are fighting for their rights is uncouth.Performance appraisal aims at looking into the affairs of workers which also involves changing policies as the economy also improves. Francis (2008) further states that employee strike also resulted from policies established in the past two decades that organizations were still using in determining the rates of payment entitled to workers. He says that in Dubai, striking was illegal and therefore, for workers to engage in it, having in mind the consequences, it means that they are respo nding to the industrial working conditions that would result to utter poverty.The government in this case denies the workers certain rights and worsens it by detaining the demonstrators when they have no tribunals that they could rather have gone to and negotiated with the government. Dubai is known for its advanced air services, transport and tourism. However, labour issues as a result of employee wage rates are also a rising issue of concern. Shaibany (2011) writes an article on employee strike as a result of less pay. In is report he says that two hundred employees of Oman air went on strike following their demand for increase in pay. This is just after another incident in the North of jobs and wages.He say says that however, the flight staff did not strike, that the ground staff. Although this had no effect on flights for that day, the issue of employee performance is still an issue of concern. The issue of remuneration is also affected by gender inequality. In some cases in the UAE, female employees have been legally considered to earn less income than their male counterparts irrespective of their abilities and commitment (Tanmia, 2005). This has a direct effect to their performance. National Culture and traditions Arab traditions do not for provide elections in the political system of the UAE.The culture is based on previous generations, National and regional culture, gender and social organizational cultures that in turn have an effect on work values (Abubakr, 2006). Regional influence is more diverse than the rest. Religion, language and historical factors affect organization retention and employee satisfactions which are among the goals that performance appraisal aim at. Pawan et al. (2006) argue that the economic and political importance in the middle East are the areas of interests and therefore, this over shadows the development of human resource management literature.This, he says, affects performance in the business sectors which largely contribu te to the general economy. That poor economic growth as a result of assuming the human resource capital of the organization is affecting the standard of living of people in the region. Goel (2008) explains how a performance appraisal interview puts the employee in a better position to communicate their views and opinions, to identify their weaknesses and knows areas which require improvement and adjustments. He states that this improves communication within the organization and motivates workers to improve themselves.Goel notes that different organizations conduct the appraisal exercise at different times, others yearly or twice a year. However, he suggests that unscheduled and informal exercises are better and more useful. The United Arab Emirates is experiencing a commendable growth in the economic sector and is embracing technology from foreigners at a high rate. According to (OECD 2010), the government aims at capacity building. The government is now moving form the traditional system of personnel management that has less professionalism and is routine oriented to a human resource management system which focuses on performance.OECD states that human resource management focuses more on employees as recourse to the organization and not a tool. This therefore means that, their performance is a priority to the organization as well as their well being, which the organization ensures by providing them with favorable working conditions while balancing its advantage. Organization Culture Recognition is one of the factors that ensures employee satisfaction and enables them to stay in a given job for a longer period (Buckingham & Coffman, 1999).Many organizations in the United Arab Emirates transport industry, especially in Dubai and Sharjah, perceive manager as the best and expect employees to simply follow instructions and work. Practices within organizations in relation to economic policies and strategies are also an issue. Beer and Ruh in Vroom (1990) managing p eople state the use of Management by Objective (MBO) system as an important in instilling accountability on the part of workers other than just improving their personal qualities.Beer and Ruh further explain that many managers and top executives dislike judging their subordinates on how they work as a way of ensuring that everyone is working towards the goals of the organization. However, he says, this is the most Important role of the managers within the organization to ensure that all efforts are directed towards achieving a common goal of the organization. Some managers fear giving negative results o employee analyses when they need to so as to enable the employee improve on the areas of weaknesses. Likely, some are ignorant of employee reactions and interpersonal situations as they focus on results alone.Such managers, he says, do not care about the employee and at times will communicate the results in a manner to frustrate them, which is not ethical. Research methods and design The research will use secondary data from available literature that is books and internet sources. The research will also use survey methods in collection of data by use of survey questionnaires to employees and employers at different job posts. Semi-structured interviews will also be involved. The research will include qualitative technique to gather analysis and concepts and quantitative technique to gather numerical data (Punch 2005) Research designThe purpose of the research is to investigate the need for performance appraisal in the transport and travel industry in Dubai. The study will based on employees and employers responses regarding the objective of the need for performance appraisal in the industry. The researcher will adopt an exploratory study design. An explanatory approach will also be used in explaining the relationship between variables. Research deliverables/potential values/expected outcomes The research will provide managerial information for managing human res ource that will enable organizations in the transport industry to increase employee productivity.This is of value to both employers and the workers. The research expects that the outcome will give relevant areas of weakness that management require applying employee performance appraisal and effectiveness of this procedure to the general organization. Limitations of the research Dubai is an Arab speaking country which only embraced English for business and commerce purposes. The researcher therefore is likely to face the problem of language barrier among the nationals. Not all nationals are used to English and if so, not fluent English. This will be a limiting factor in the case of interviews.Being a Muslim country, religious barriers are likely. Cultures like restricted closeness with respondents of the opposite sex and way of dressing as restricted by the respondents’ religion might be a limitation during the research. Collection of information from respondents of a differen t gender will pose a challenge to the researcher. Nationality and race of the researcher might be a possible limitation in the research. Respondents may fear to respond to questions or get close to the researcher because of racial barrier and different nationality. Organization policy in the foreign country will limit research and collection of information.Organization management might refuse to cooperate by restricting employees from participating in the data collection. Ethical Implications The research will observe quality in information and findings, encouraging no faulty or defrauding information from the participants of the research. It will also ensure safety of the participants is taken into consideration with equal assurance to them of confidentiality and non disclosure of their information details. The researcher will present confidential forms to this effect which he will sign and the respondent will sign too.Quality of information will be ensured by collecting informatio n from direct victims of performance appraisal (employees). Bibliography Abubakr, M. (2006). Managing human resource in the Middle East: Human resource management in the United Arab Emirates. London: Taylor & Francis Ltd. Alrawi, K. , & Sabry, K. (2009). E-commerce evolution: A Gulf region review. International Journal of Business Information Systems, 4(5), 509 – 526 Armstrong, M. (2009). Armstrong's handbook of human resource management practices (11th ed. ). London: Kogan Page Limited. Buckingham, M. , ; Coffman, C. (1999).First, break all the rules: What the world’s greatest managers do differently. New York: Simon ; Shuster. Francis. V, (2008). Dubai Labor Fighting Back Vs. Indentured Globalization. Retrieved on November 5, 2012 from GOEL, D. (2008). Performance appraisal and compensation management. New Dehli, Prentice-Hall of India. Heathfield, S. M, (2008). Why organizations employ performance evaluation. Retrieved on November 5, 2012 from Organisation for Econo mic Co-Operation and Development. (2010). Progress in public management in the Middle East and North Africa: case studies on policy reform. Paris, OECD Pawan S. B, ;Mellahi,K. (2006).Managing Human Resources in the Middle East. Routledge Punch, F. (2005). Introduction to social research: Quantitative and qualitative approaches. London: Saga Publications Randeree, K. (2009). Strategy, policy and practice in the nationalisation of human capital: Project Emiratisation. Research ; Practice in Human Resource Management 17(1), 71-79. Rees, C. , Mamman, A. , ; Bin Braik, A. (2007). Emiratization asa strategic HRM change initiative: Case study evidence from a UAE petroleum company. International Journal of Human Resource Management, 18(1), 33-53. Shaibany, S. (2011). Oman Air employees strike for higher wages.Tanmia, 2004. Emiratisation in the Banking Sector: Factors Influencing Success and Failure: The National Human Resource Development and Employment Authority: Centre for Labour Market R esearch and Information. Human Resource development and employment Authority. Dubai: United Arab. Emirates Vroom, V. H (1990). Manage people, not personnel: motivation and performance appraisal. Boston, MA, HBS Press. Wright, P. , ; Kehoe, R. (2008). Human resource practices and organizational commitment: A deeper examination. Asia Pacific Journal of Human Resources, 46(1), 6-20. Appendices Appendix 1: Timeline and work plan Task |Duration | |Review of literature |1day | |Investigations of surveys done |1day | |Preparation of questionnaires |1day | |Actual survey |2weeks | |Data analysis |4days | |Report writing and compilation |1 week | Appendix 2: Budget Expected task |Expected cost ($) | |Information from the library |170 | |Testing of questionnaires |150 | |Actual survey |300 | |Miscellaneous costs |150 | |Total |770 |

The Key Aspects of Project and Research Activities

Summarises key aspects of the: 1- project, research activities undertaken 2- ideal generation activities 3- decisions made 4- development stages 5- prototyping 6- final proposal (a summary of the group based presentation) †¦ etc. 1. Topic choose: 2. 1 Which topic we choose: We choose â€Å"the most handmade elements in an art-work† as our topic. 2. 2 Why/how to choose this topic: a) Find something we all interested b) We can easy to control (familiar)-and think about as a designer what kinds of things that we can do in the project.Practice, integrate the module we have learned. c) easy to rise target people’s interests d) positive outcomes (value for society) 2. 3 What the key design management knowledge we want to use and practice in this project: A. Design research — gather the relevant resources to analysis the background, current situation and future trend of the project. Based on which, to find out the existing gaps and opportunities, so that to positio n the project more properly. B. Design management — how to organize a team to achieve the goal. E. g. ime management, communication skill, teamwork etc. C. Design in business — (a) In strategic level: refine core value, target the audiences; (b) In tactical level: choose and develop the strategy of spread the information of the event and gather enough people to involve in, gain financial outcome†¦etc. D. Design manifestation in visual way — (a) How to make the strategic planning more tangible using visual communication in the way of gathering people. (b) How to using visual as a tool to introduce the project more easily in the presentation.E. Design brief — how to present the project in a clear and easy way. 2. 4 Challenge/difficulty of the topic: (a) This is the second time to using design research skill to go through a whole project (b) To use different language to communicate with members (c) Finish the work in only 5 days (d) Separated the task o f the project into small piece in a small team (e) Have less experience on practicing the marketing and branding theory in a practical way (f) How to visualize the idea effectively g) Find evidence to convince audience (h) Do not familiar with Guinness record 2. How to face and conquer the challenge: 3. 5 Schedule of the project process Explain the process, highlight A. We make a schedule based on the module timetable. Because we not only want to follow the module needs but also want to practice what we have learn in a more real situation. B. We did the desk research in order to gain more information about what have already done and its pros and cons. This will help us to develop our own project.Since we have less experience in the topic. C. We use code (e. g. 4 key points and 5W1H) to help us to go through the whole project. D. Based on our background we planning to take more times on research and find evidence rather than do the visualization. 3. The gap we have not fulfill: A. Re search coding and feasible analysis has not done enough so that which leads the project of the topic we choose is too large that we actually cannot control it properly. B. It is hard to negotiate members’ opinions and choose one topic C.Hard to consider each point without missing, and to find the critical point to highlight and manifested as a good idea to show. D. Oral communication and presentation 4. What we have learned: A. More professional way of design thinking in which gathers idea and narrows it, and also not make us fell stress and be lost  from the question. B. Storytelling and keywords can make the presentation more attractive and explain more effectively. C. Divided things into small part, it will become easier to control and conquer.For instance, we divided the whole project into three steps: prepare, launch, exhibition. It really helps us to keep our developing process the case more rational. D. Pay much attention on research and design prototyping is really important. Other wise, we have to face too much-unexpected problems. (e. g. The most error happened on the topic choosing part, by less consider our own ability and deepen research about Ai Weiwei’s project. We doing some real seeds that really help us to communicate the idea to others and presentation).