Marketing Energy Drinks to Americas Youth Essay Example for Free

Marketing Energy salutes to Americas Y exposeh EssayAs I started collecting knowledge for this paper, I soon realized that the life force fox industry is a actually small (18 part) part of the boozing industry, but a really ascendent part to say the least. Interestingly, the major players in the industry, dickens Energy, ruby Bull, and Rockstar, birth intentionally veered away from the conventional mediums enjoymentd to promote products. They instead have elect selling mediums that court more to their target markets and the live life on the edge lifestyles that they live. monstrosity for example, shies away from m fag market advertise instead they concentre all of their sales efforts and marketing muscle on sponsoring movement sports athletes, artists and symphonyal, events and tours. All of this ties in with the companys overall philosophy that Monster isnt safe a b everage, but a lifestyle brand (Landi). The key is for us (Monster) to retain what we do best , which is marketing in an unconventional way and keep that recover for the brand, said Rodney Sacks, CEO of Hansen Natural Corp. Monster is all about action sports, punk rock music, partying, girls, and living life on the edge (Landi).The companies that produce null swallows be victimisation the current popularity of action sports such as motocross, skateboarding, BMX, etc. , to showcase their products and to further brand aw beness. Its not coincidental that the demographic that participates in these sports and idolizes its professional athletes are also the corresponding demographic that adopts pushing drinks. Youll see real few TV commercials or print ads promoting muscularity drinks but when you subroutine on the ESPN produced X-Games, just about every athlete participating is sponsored by Red Bull, Monster, or Rockstar.John Lee, director of sports marketing for Monster Energy Drink says, We dont do print ads or television. We strictly have promoted our brand throug h athletes and the events that the athletes compete in. With our current generation (Gen Y) of juvenile Americans being the fixning(a) to really grow up with the Web, it is important for marketeers to embrace the use of the internet as a vital marketing tool and communication medium (Ness). This standpoint has a lot of life snip ahead of them and that produces their Lifetime Value (LTV) high for marketers, says Greg Ness, Chief Strategy Officer, Burst Media.Ness was also quick to point out that, one-third of current college students spend 10 or more hours online per week and one-fifth spend 20 hours or more online. Ness concludes, Their time online exceeds the add together of time they are spending watching TV or listening to the radio. Monster has recently starting using the internet as a recruiting / marketing tool of sorts when they introduced the Monster Army. The Army is a grassroots marketing outreach community that also locates up-and-coming athletes seeking spons orship opportunities (Campanelli).In the past few years, more than 50,000 athletes (recruits) have signed up as members of the Monster Army where more than 1,000 of them are currently sponsored through the program. Its been a very successful program, our Army members are out in that location spreading the word about our products, telling ten of their friends who in turn tell ten of their friends, its a snowball forcefulness (Lee). In addition Monster has also recently announced an exclusive relationship with the loop-the-loopd Net execute, a social media platform exclusively for online sports communities. The Loopd Network currently boasts more than 200,000 members worldwide (Campanelli).The history of zilch drinks is much deeper than most would imagine. Japan is credited for pioneering the readiness drink phenomenon, but the head start mass produced cogency drink was called Lucozade, and was launched in 1929, in the UK (Re assay Wikis). It wasnt until Red Bull, which was fir st launched in 1987, and introduced the United States to the world of energy drinks a decade later that the energy drink industry really took off (Reuters). Red Bull might have had the first big impact on the market in 1997, but Monster, launched in 2002, by Hansen Natural Corp. has clearly do a strong impression on the market.With its initial market share of 12 part in 2003, Monster now has a 30 percent hold on the market while Red Bull maintains 25 percent (Reuters). noncurrent portrayals of energy drinks were for the most part all negative as energy drinks are not regulated by the FDA and most contain large tot ups of abrasion, sodium, and caffeine, among former(a) things. Some brands and flavors have a caffeine message that can range from a modest 50 mg. to an alarming 505 mg. per can (Reissig).For example, an 8. 3 oz. can of Red Bull contains 76 mg. of caffeine which is about twice what a 12 oz.can of Coke contains (LeBlanc). A 16 oz. can of Monster contains about 14 tea spoons of sugar and 200 calories (LeBlanc). So what are all of these negative energy boosting drinks doing to our bodies?A recent study done by Wayne State University in Detroit showed that consumption of energy drinks increased blood pressure and heart rate levels in healthy adults that drank two cans a day (LeBlanc). With all of those negative aspects there must be something good in energy drinks. There is a long list of beneficial ingredients that can be represent in most of the energy drinks on the market today.They include vitamin B-complex, antioxidant vitamins C and E, the amino acid taurine, bee pollen, inositol, glucuronolactone, and herbal extracts from ginseng, guarana, ginkgo biloba, horny goat weed, milk thistle, yerba mate, damiana, rosemary, skullcap, black seed, royal jelly, and white willow, among another(prenominal)s (Berry). The overall benefits that energy drinks are said to produce include stress relief, sobering effects, an improved love life, increased stami na, sharper reflexes, heightened alertness, virility, and theyll stimulate your metabolism (Berry). The demographic that energy drink companies are after is rather broad.While their number one consumer fits the description of a young white male between the ages of 16 to 25, energy drink companies are broadening their marketing horizons and are now smell at men, women, and children between the ages of 12 and 40 (LeBlanc). Younger kids see drinking energy drinks as something their parents might disapprove of, says Jim Karwowski of Power Brands. A market that has tho to be fully tapped into is the female consumer. While the number of female consumers has grown 74 percent over the net five years, women are still considered the minority population when it comes to energy drinkers.Almost 20 percent of men say they drink energy drinks while only 10 percent of women say they do (Francella). Ill be using information gathered from a number of different question papers as sanitary as repo rts produced from beverage industry insiders to substantiate my get downings on the marketing techniques being used to lure Americas early days into becoming loyal consumers. Method During this study I coded 60 magazines. I re bring ined issues of Racer X Illustrated and Motocross Action Magazine looking for ads from energy drink companies. My end was to obtain print ads directly from the energy drink companies themselves that promoted their product.Once found (if found), I would evaluate what the ad was about and what demographic the ad was targeting. I watched and coded 10 TV commercials (via YouTube) in an attempt to figure out if the messages shown were directed towards a particular market. The only corporate made TV commercials I was able to find were from Red Bull and Rockstar. I found a variety of homemade Monster commercials but none that would have been endorsed by the corporate office. With Red Bull, quartette of the ads were animated and four were of Red Bull sponsore d athletes.The two Rockstar commercials were based around music, one having a more psychedelic look while the other had a guitar player helping a stranded woman. My goal here was to evaluate what the ads were about and what demographic the ads was intended for. I reviewed and coded four tissue invests, three from energy drink companies and one from an action sports promotion company. My objective while evaluating these sites was to see what groups of people, whether it was men or women, and what age range was the information intended for. I found a vast amount of information to dissect and code from companies that are within the beverage industry.These are companies that do product reviews, market analysis, and product introductions, among other things. Two common messages that I repeatedly found in these articles revolved around college kids using energy drinks to mix with intoxicant and the overall abuse of energy drinks. My objective here was to get an idea of how many anothe r(prenominal) college kids fall into one of these two groups. Although my options were limited due to a lack of documentation from other academician researchers, I was able to find, evaluate, and code information from four other academic research papers.I was able to find these documents after an exhaustive search using Lexis Nexis, Psychinfo, and the Social Science Citation Index via the Joyner Library. I came across a huge inventory of other academic research papers that were based on similar subjects, but to gain access to more than the first paragraph I would have had to sign up for subscriptions and pay fees. Im hoping that my frugalness will not negatively impact my grade and hope the information that I was able to obtain and evaluate will satisfy the requirements of this paper.While evaluating and code the different mediums I looked at the overall tone of the material. Was the tone very harsh and bold, which would possibly be directed more towards college aged males? Was t he tone very light hearted and caper which would be more appealing to a younger population and/or women? Or lastly, did the ad have some sexual overtones and innuendos which could all be directed at young men or women? Results Being a subscriber of Racer X Illustrated and/or Motocross Action Magazine for the last 30 years, I have found that I look at many of the ads in those magazines in a rather numb, non-consuming state of mind.Ive seen the ads so many times that I know all about the companies and their products so I dont pay much attention to them. To my surprise, after looking at 60 different magazines that were printed over a span of five years, I didnt find a single ad that was specifically advertising the actual energy drink. I found a large variety of ads that were promoting energy drink sponsored events, but none for the drinks themselves. The majority of the sponsored events were either motocross races, action sports events, or alternative rock concerts (the Vans Warped Tour) and bands (Linkin Park).If I was to describe the age, sex, and race of the attendees of these events it would probably be predominantly 16 25 year old, white, males. Although I didnt find any product ads in the magazines it was nearly impossible to turn a paginate and not find pictures of riders or motorcycles that didnt have the name or logo of an energy drink showing. I felt the four animated Red Bull commercials could be perceived as trying to target the very young peachs and the female market as much as anything else. They were light hearted, funny cartoons that werent big, bold, and overbearing.The four Red Bull commercials featuring their sponsored athletes were very action packed and intense. They included Robbie Mado Madison jumping his motorcycle onto the roof of a building in Las Vegas, B-boy Ronnie freestyle break dancing, big wave surfer Ian Walsh, and stunt canvas pilot Kirby Chambliss. While the animated commercials carried the pitch, Red Bull Gives You Wings , the commercials with the athletes concluded with the athlete saying, Welcome to my World, the World of Red Bull. These action driven commercials were in my opinion made for the thrill seeking male consumer between the ages of 16 to 25.I also found that Red Bulls marketing plan has the brand pursue traditional advertising such as TV commercials as its last phase of product market development (Hein). Media is not a tool that we use to establish the market, says Red Bulls Vice President of Marketing, David Rohdy. The idea is to reinforce, not introduce the brand. Only when a market is deemed mature does the company begin a media push, concluded Rohdy. Red Bull typically creates two new TV spots each year and runs them in their mature markets (Hein).The four web sites that I reviewed and coded were the corporate web sites of Red Bull http//www. redbull. com/ , Rockstar Energy Drink http//www. rockstar69. com/ , Monster Energy http//www. monsterenergy. com/. In addition to the three top selling energy drink brands I also looked at Alli Sports http//www. allisports. com/ the promoter of some of the biggest action sports series and events in the world. Themes that were consistent with all four of the sites were action, youth, and energy, energy, energy. The Red Bull site was the most clean cut and professional looking site out of the three beverage sites.Im not saying that the Rockstar and Monster sites were cheaply made, or have an unprofessional appearance, but the Red Bull site looks like something you would present to share holders of the company. It has the least amount of boldness of the three beverage sites, but is packed full of well filmed video clips showing off their sponsored athletes. I dont know if the fact that the corporate base for Red Bull is in Austria has anything to do with the web sites visual appeal, but its definitely a different approach than its competition took.With the look and accessibility of this site and its features I felt like i t was geared for an older more mature audience. I didnt see the sight selling the sexual appeal of women as much as I did on the Rockstar site. I think Red Bulls site would appeal to both men and women ages 15 to 40. The Rockstar site was definitely the edgiest of the three beverage sites. Just on the home page alone you see ads for mixed martial arts fights and heavy admixture concerts that the brand is sponsoring. If you look further down you can watch a short video clip of five beautiful, big breasted women posing on motorcycles and race cars.Theres also links that talk about the variety of products they offer as well as links to the various music and sports events that they sponsor to include the sponsored bands and athletes that participate in those events. I felt that the Rockstar site was definitely geared for young, white, males, ages 15 to 30. Overall I thought that the site had a very harsh tone to it and women probably wouldnt appreciate it. With a mix of the fighters an d rock concert promotions flashing on the screen a viewer might even feel some rage building inside while viewing the site. The Monster site was all about speed.The home page had a constantly changing look that showcased many Monster sponsored racers. The site overall was neatly laid out. It didnt have as clean and keen of a look as Red Bull had but it wasnt as busy as the Rockstar site was. The site was easy to navigate and was very appealing to the eye. I feel the overall look of the site and the message that it gives was directed more towards the young, white, male between the ages of 15 and 35. The site is very dark, as the background is black, and has a hardcore feel and tone. I think women might be turned off by that.One feature on the Monster site that is inviting to a broader fan / consumer base is the Monster Army. I think the idea of being a part of something is a selling point for many of todays youth. I think the Monster Army is an appealing environment for both sexes w ith an age range of 12 to 40. The Alli Sports web site focuses on the promotion of the action sports events that they promote. Although Alli Sports doesnt have direct sponsorship deals with any of the leading energy drink companies, all of the athletes that are sponsored by those companies participate in Alli Sports produced events.The same demographic that participates in BMX, motocross, wakeboarding, skateboarding, and other alternative action sports that Alli promotes also consume energy drinks. I feel the Alli site is geared more towards the fans of action sports which could be male or female between the ages of 12 and 40. Its a very bright web site and has a low key and fun overall tone to it. Both the articles I found from industry insiders as well as the academic research papers that I found express similar issues and concerns.One issue of concern and importance addressed the use of energy drinks by college students. I was unaware of the fact that many energy drinks are on t he list of nutritional supplements banned by the NCAA. Caffeine is a stimulant and college athletes will fail a drug test if the concentration of caffeine in their sample is 15 micrograms per milliliter. That would be the equivalent of slamming five to 10 cups of coffee before a game (Moritz). Another concern that researchers have is the increase number of college students that are consuming alcohol mixed with energy drinks.In the fall of 2006, 4,271 college students from 10 universities in North Carolina were surveyed about their consumption of energy drinks, alcohol, and the gang of the two. The results of the survey showed that 697 of the students had consumed one or more energy drinks within the last 30 days, and one-quarter of the students said that they mixed alcohol and energy drinks. Looking at the amount of energy drinks consumed by the two sexes it was discovered that men drank on average 2. 49 energy drinks per month while women drank 1. 22 drinks per month.Students who were young, male, white, intramural athletes, and fraternity members or pledges, were significantly more likely to drink energy drinks that those in other demographics (OBrien, Miller). With college students taking heavier class loads and the ever present concern of ones grades, caffeine abuse has been on the rise on college campuses. There has been an increase in reports of caffeine intoxication from the mass consumption of energy drinks as well as an overall an increase in the number of students that are dealing with caffeine dependence and withdrawal issues (Reissig).The poison control center in sugar has handled 265 cases of caffeine abuse involving energy drinks in the last three years. The users average age was under 21 (LeBlanc). Interpretation Based on information I reviewed, I feel that the energy drink industry is very strong and will continue to grow. I think the marketeers of the energy drinks are doing a groovy job at getting visibility for their products and theyre f ocusing on a set consumer demographic that has huge spending power. The youth and college students today are easily influenced and have a strong influence on the products their peers buy.The studies show that because these energy drink companies are gaining brand loyalty from their consumers at a young age that the odds are in their favor that they will become lifelong consumers. pickings the unconventional route to marketing whitethorn or may not be any cheaper than doing normal TV spots that Coke and Pepsi do. Either way, the leaders of the energy drink market are making it work for them. From a financial standpoint, I think the return on investment will come faster in the energy drink industry than it ever has in any other aspect of the beverage industry.Selling 8 oz. cans for over $2 a can is a quick way to make money. Red Bull, Monster, and Rockstar are dominating the energy drink industry when it comes to consumer preference with white males ages 12 to 40, but what about the l adies? The industry has yet to scratch the surface of the young female consumer market. Granted, there arent too many professional female athletes participating in alternative sports yet, but there are other lines of approach that the industry needs to consider. I remember seeing a bumper sticker once that said, Girls Kick Ass. It is that same kick ass mentality that has made energy drinks as popular as they are today. I think it will only be a matter of time before we see one of the power players in the energy drink industry come out with a product specifically marketed towards women. Maybe a black Monster can with a hot pink claw mark rather than the green one, who knows? I foresee the FDA getting involved sooner than later with regulations on how much sugar, sodium, and caffeine can be in each product. I dont feel that mixing energy drinks and alcohol is that big of a problem and personally hope laws dont get created to prohibit such mixes.I think that if an individual is going t o consume alcohol irresponsibly, they are going to do it regardless on the fact that an energy drink is or isnt part of their drink selection. Bibliography Campanelli, M. and Lee, J. , eMarketingandCommerce. com (2007). Social Media Tips from Monster Energy (accessed June 9, 2009).Available at http//www. emarketingandcommerce. com/view/106 Landi, H. , Hall, M. , and Sacks, R. , Beverage World (2009) Monster Energy A Mighty Force (accessed June 9, 2009) Available at http//www. beverageworld. com/content/view/35687/Scribd, BevNet, Research Wikis (2006) Research Wikis Energy Drink marketing Research (accessed June 10, 2009) Available at http//www. scribd. com/doc/3259151/ResearchWikis-Energy-Drinks-Marketing-Research Rajan, A. , Reuters (2009) Hansens Monster Takes the Fight to Red Bulls Turf (accessed June 10, 2009) Available at http//www. reuters. com/article/ousiv/idUSTRE5313N320090402 Francella, B. , CS News Online (2008) Energy Drink Sales Growth Running Out of Steam? (accessed J une 10, 2009).Available at http//www. csnews. com/csn/index. jsp Search Energy Drink Sales Berry, B., Agri-Food Trade Service (2008) The Energy Drink Segment in North America (accessed June 11, 2009) Available at http//www. ats. agr. gc. ca/us/4387_e. htm LeBlanc, P. , Austin American Statesman (2008).The Buzz on Energy Drinks Energy Drinks Booming in Popularity (accessed June 11, 2009) Available at http//www. statesman. com/ Search The Buzz on Energy Drinks Hein, K. , and Rohdy, D. , Brandweek (2001) A Bulls Market the Marketing of Red Bull Energy Drink (accessed June 11, 2009) Available at http//findarticles. com/p/articles/mi_m0BDW/is_22_42/ai_75286777/?tag=contentcol1 Moritz, A. , Tribune Business News (2008).Think in front Using an Energy Drink Colleges (accessed June 11, 2009) Available at http//proquest. umi. com. jproxy. lib. ecu. edu/login? COPT=REJTPUc2 Search in the ProQuest Research Library database Think Before Using an Energy Drink Colleges Reissig, C. J. , Departme nt of Psychiatry and Behavioral Sciences, Johns Hopkins University School of Medicine, Baltimore, MD (2009) Caffeinated Energy Drinks A Growing Problem (accessed June 11, 2009) Available at http//web. ebscohost. com. jproxy. lib.ecu. edu/ehost/search? vid=1hid=6sid=5b788385-77d0-43c3-8372-037638da0fc6%40SRCSM2 Search in the PsycINFO databaseCaffeinated Energy Drinks A Growing Problem OBrien, M. C. , Wake Forest Univ, Bowman Gray Sch Med, Dept Emergency Med, Winston Salem, NC (2008) Caffeinated Cocktails Energy Drink Consumption, sorry Drinking, and Alcohol- Related Consequences Among College Students (accessed June 11, 2009) Available at http//apps. isiknowledge. com. jproxy. lib. ecu. edu/summary. do? qid=2product=WOSSID=1BONI6HlgO3hemOl6fPsearch_mode=GeneralSearch.Miller, K. E. , SUNY Coll Buffalo, Res Inst Addict, Buffalo, NY Journal of American College Health (2008) Wired Energy Drinks, Jock Identity, Masculine Norms, and Risk Taking (accessed June 11, 2009) Available at htt p//apps. isiknowledge. com. jproxy. lib. ecu. edu/summary. do? qid=5product=WOSSID=1BONI6HlgO3hemOl6fPsearch_mode=GeneralSearch Ness, G. , Chief Strategy Officer, Sundog. net (2006) Marketing to College Students 101 (accessed June 11, 2009) Available at http//www. sundog. net/sunblog/posts/marketing-to-college-students-101/.

Alcohol Advertisement in Australia Essay Example for Free

Alcohol Advertisement in Australia EssayAlcohol advertising in Australia ignores the long-term and short-term health risks associated with excessive alcoholic drinkic beverage phthisis these be detrimental to the Australian population of all ages, therefore they should be banned. Alcohol advertising is the promotion of alcoholic beverages by alcohol companies through a range of different media. Alcohol advertising is one of the most closely regulated forms of advertising, along with tobacco.The self-regulation system in Australia is not effective at protecting children and youth from exposure to alcohol advertising, a great deal of which contains material challenge to these groups (Fielder, Donovan Ouschan 2009). The Alcoholic Beverages Advertising Code was introduced to procure that alcohol advertising will be conducted in a way that encourages responsibility and moderation in liquor merchandising and utilisation, and does not promote the consumption of alcoholic beverag es by small-scale persons. The Alcoholic Beverages Advertising Code first introduced in 1998 is the regulatory system for alcohol advertisement in Australia.For advertisement to survey with this code it is assessed to whom the advertisement is directed, and whom the advertisement may possibly be communicated. Australians consumption of alcohol is large on a global scale, with consumption estimated at 9. 88 litres per capita in 2007 (National Preventative health Taskforce 2009). Scientific research has revealed, over decades, that there is a correlation between alcohol advertising and the consumption of alcohol. However, it has not nonetheless been proven that alcohol advertising causes higher consumption (Hanson, 2011).It is the Alcohol Companies aim to demonstrate that the alcohol campaigns effectively increase their potential market share and scratch loyalty, and not higher alcohol consumption. Adolescences are exposed to alcohol advertisements through many different forms of media, and can result in the consumption of alcoholic beverages. A study has shown that alcoholic beverages are the most advertised product inside a 250 metre radius of primary schools and children are exposed up to 25 advertisements for alcohol per square kilometre (Australian and New Zealand Journal of Public Health 2008).The alcohol industry lack credibility in the argument about illegalize alcohol advertising, given their dire attempts at enforcing their own self-regulatory code (the Alcohol Beverages Advertising Code). Childrens exposure to alcohol advertisement is on a routine basis. The advertisement of alcohol and alcohol products is not adequately regulated to restrict youths viewing alcohol-related images and messages. Research has shows that underage children are frequently shown alcohol advertising (Fielder, Donovan Ouschan 2009). climb evidence has revealed, for youths, the increasing pressure of alcohol marketing creates negative attitudes towards alcohol consumpti on, and significantly impacts their decision to drink, as well as how they drink (National Preventative Health Taskforce 2009). Underage drinking can cause youths brains to be extremely damaged from alcohol. Large alcohol exposure to the developing youths brain can be very dangerous. Adolescents are shown to be more than susceptible to the learning and memory difficulties that can arise from alcohol consumption.Sections of the brain that are affected by alcohol are directly correlated with memory and emotions, and binge drinking could produce memory problems, problems with verbal skills, incapacity to learn and depression. The breathing regulatory system does not effectively regulate these exposures, and does not attempt to decrease or abolish the appeal of the advertising content. The 30 highest viewed alcohol advertisements to the underage population included at least one component identified to appeal to children and underage youth, with 23 found to contain two or more such mat erial.It was also found that 15 of the 30 advertisements contained an animal (Fielder, Donovan Ouschan 2009). The self-regulation system in Australia fails to safe-guard children and youth from exposure to alcohol advertising, with a good majority containing elements appealing to youths. The advertising companies target audience of their advertising campaigns have changed, with various brands being targeted towards a particular population. Some drinks are typically seen as a manly drink, predominantly beers and dark spirits, whilst wines and cocktails are seen as feminine.Brands have said to be specifically produced to appeal to a population that would not generally drink that large-minded of alcoholic beverage. The alcohol industry has come under criticism and restricted legislation in their alleged targeting of young people, with the creation of alcoholic beverages that are sweet-tasting and shining coloured which appeal to the younger population. However, there is no solid ev idence that supports this alleged targeting of youths.There have been wide spread debate on whether alcohol advertisements are targeting the teenage population, although alcohol advertisement makes consumption look extremely exciting and enjoyable with a majority of which involve parties. Exposure to alcohol advertisements is a daily occasion they are on telecasting, radio, billboards, concerts, magazines and sporting events. If alcohol advertising was to be banned there would be a certain objection from alcohol companies, outlets, sporting bodies and association. Alcohol is a major sponsor within Australian sports and is estimated to be worth $1.25 billion a year. Large quantities of alcohol consumption are linked to severe public and social health problems involving violence, crime, road accidents and disease. With the taxing of premixed drinks there is intent to address the problem, however this has not made oftentimes of a difference, with adolescence moving onto different for ms of alcohol. With the alcohol advertisement nearly everywhere and binge drinking within the teenage population still prevalent, the self-regulatory systems set up at present are not adequate.Heavy alcohol consumption has become a part of Australian culture advertisement is encouraging these trends, and should be banned. Reference List * Australian and New Zealand Journal of Public Health, NSW Centre for Overweight and Obesity, 2008 * Fielder, L. , Donovan, R. J. Ouschan, R. (2009) Exposure of children and adolescents to alcohol advertising on Australian metropolitan free-to-air television, Addiction, 104 1157-1165 * Hanson, David, 2011 Alcohol Advertising http//www2. potsdam. edu/hansondj/Advertising. html * National Preventative Health Taskforce (2009) Australia The healthiest country by 2020, Technical Report No 3.

Jaguar Business Analysis

cougar Business AnalysisThis report forget evaluate the strategical opinion of jaguar Cars Limited and how emergent technologies talent equal on this position. To achieve this, the report allow look at both the inhering and external purlieu as well as other techniques such as SWOT analysis.The internal environment will be evaluated through the use of Jaguars culture weave and look upon train. The external environment will be evaluated through techniques such as the PESTL diagram and the louvre forces diagram.A SWOT analysis of Jaguar will alike be automobileried out this will outline the come withs strengths, weaknesses, opportunities and threats.Finally the report will look at emerging technologies in the motor industry and their impact on Jaguar and its strategic position outlining whether they could potentially fort or weaken this position.2 BackgroundJaguar Cars Limited was founded by Sir William Lyons and William Walmsley in phratry 1922 in Blackpool and wa s originally known as Swallow Side railroad car Company. It began life as a manufacturer of motorcycle sidecars before moving onto cars. It was not until 1945 that the name Jaguar was first used, this was due to the telephoners desire to avoid connotations with the German SS. 1Jaguar went on to design and manufacture a range of sports cars, such as the XK120, in the latterly 1940s to early 1950s. This opened the door into motorsport for Jaguar where they went on to energize a lot of success throughout the 1950s particularly in the Le Mans 24 Hour races where they won in 1951, 1953, 1955, 1956 and 1957. 2In 1968 Jaguar merged with the British Motor Corporation which later became British Leyland, and this was not to run as Jaguar became independent once more in 1984 before being acquired by Ford in 1989.Under Fords control, Jaguar and Land roamer were brought together to form a p atomic number 18nt company known as Jaguar Land scouter. It was during this time that Jaguar produc ed the XJ220 which, at the time, was the worlds fastest production car ever built. 3From 2000-2004 Jaguar also had a racing team which competed in Formula 1, however this did not prove to be successful and the team was change to Red Bull at the end of 2004 which later went on to become Red Bull Racing. 4In 2008 Ford sold Jaguar Land Rover to Tata Motors.Today Jaguar and Land Rover are still closely linked together and are both headquartered in the same plant in Whitley, Coventry. Jaguar Land Rover employs around 24,000 workers across 6 different facilities, 10,000 of which are involved solely in Jaguar.3 Environment3.1 InternalThe internal environment is focused solely around factors inside the company. These factors can relate to elements such as company culture, employees and management style and directly affect how the company may operate.3.1.1 Mission Statement VisionA military mission statement is a brief, to the point statement that accurately sums up what a company sta nds for and their occasion for brisk in the first place.The mission statement of Jaguar is as followsTo create and build beautiful fast cars that bring the enjoyment and exhilaration of movement to life.This mission statement leaves no doubt in the readers mind what Jaguar stands for and what their overall aim as a company is.Jaguars deal or aims rootage from its history for making top of the range carsThe Jaguar Brand is founded on a long history of distinctive cars offering a unique operate of style, performance, refinement, prestige and affordability. Our aim is to build on this tradition by reinterpreting the values that make the Jaguar legend. We will be a relevant premium competitor, want by customers for stimulating performance and captivating style.This vision outlines Jaguars overall aims and where they see themselves in the car industry. They outline that they pick out a history for making whole step cars and that they will continue to do this. They aim to be seen as relevant and desirable by customers by offering cars that are both stylish and pleasurable to drive.3.1.2 Culture WebThe culture web is a paradigm of six elements at heart a companys internal environment that helps to outline the culture within the company. These six elements are stories, symbols, power structures, organisational structures, control systems and rituals and routines.The six elements of the culture web as applied to Jaguar are outlined below in figure 3.1.StoriesCelebrating diachronic carsJaguar often celebrate historic cars anniversaries.Job CreationRecent modernistics of thousands of new jobs being make.Employee outingsEmployee team building or nights out.SymbolsJaguar logoInstantly recognisable to the general public.QualityJaguar cars are synonymous with good smell.CarsInstantly Recognisable car design.Power structuresDirectors5 directors are in charge of Jaguar.CustomersCustomer demand influences Jaguar.GovernmentJaguar must adhere to relevant legislatio n.Organisational StructuresDirectorsThe five directors are at the top of the chain.HierarchicalJaguar operates below a hierarchical system with 8 levels.Chain of CommandJaguar operates under a chain of command where engineers will report to a charabanc who will then report to their manager etc.Control SystemsUnionsUnions are in place to protect employees.Quality controlJaguar has strict quality measures in place to ensure products reach customers towering expectations.ResponsibilityEmployees are responsible for their own work.Rituals RoutinesShift patternsEmployees work shifts eg, 9-5 every weekday.Annual reportsAnnual reports are produced and made available to all staff.QualityStrict quality control routines are in place. pulp 3.1 Table of Jaguars Culture.The paradigm of the culture web is the main common ground of the organisation and is at the heart of everything they do, it is often taken for granted. In Jaguars case this could be thought of as quality and professionalism as the company is graduate(prenominal)ly regarded for the high quality of their cars and is a main driving factor behind their success as well as the professionalism of the staff to deliver this continuously.3.1.3 prise ChainThe value chain is a concept that describes the chain of activities within a company and helps to identify the competitive strength of the business through these activities. The chain suggests that each section is connected and and so one section performing poorly could have a detrimental effect on other sections.The value chain can be thought of as two main sectionsPrimary Activities These activities directly relate to producing the product, in the case of Jaguar, a car. This would involve for grammatical case gathering materials, assembly distribution of the finished product.Support Activities These activities do not directly relate to the production but nonethe little are keystone to success. For modelling human resources are responsible for staff a nd a failure to hire effective staff would cause production to suffer.3.1.4 Core CompetenciesThe core competencies within a company can be seen as areas in which the company are exceptionally good at and thus score them apart from the challenger. whizz of Jaguars key strengths is the highly skilled and motivated workforce that they employ. This excellent workforce has a positive knock on effect for the rest of production, for exemplification tasks such as assembly and maintenance are well done providing well built and reliable vehicles, which Jaguar is renowned for.This can be related back to Jaguars vision to produce desirable cars and it could be said that they are aiming to achieve this through the excellent staff throughout the company.3.2 ExternalThe external environment is based on influences outwith the company. These influences could be for example competitors, buyers or suppliers.3.2.1 PESTL AnalysisA PESTL analysis looks into five key external factors that could pot entially influence a company. These are Political, Economic, Social, Technological and Legal. Figure 3.4 demonstrates PESTL applied to Jaguar.(P)oliticalContinuing interest in reducing carbon paper emissions both from vehicles and factories.Increased research into alternative dismiss sources may be required.(E)conomicThe latest clime ca use less spending. Retirement age changes.People will be less inclined to pay for higher priced cars which would cause problems due to Jaguars lack of compute cars.(S)ocialSports cars becoming less relevant or desirable due to not being environmentally friendly.Research into making cars that are more efficient or green may be required.(T)echnologicalHybrid/ galvanic cars becoming much more commonplace.Again, Jaguar will need to develop hybridisation or galvanizing cars or risk being left behind by their competitors.(L)egalChanges in health and safety laws and regulations.Jaguar would need to adapt the way the company whole caboodle to accommo date new regulations or laws.Figure 3.4 PESTL Analysis of Jaguar.3.2.2 The Five ForcesThe five forces model represents the competition within the sector that Jaguar is in. The five forces include buyers, suppliers, existing competition, new competition and substitutes.Buyers The buyers are people who are willing to purchase the products and services of Jaguar. This could be through dealerships and distributors as well as other car manufacturers who may wish to use Jaguars engines in their cars.Suppliers The suppliers are people who provide Jaguar with parts or machinery to enable them to manufacture their cars. A strong open relationship between Jaguar and their suppliers is key to the companys success as it ensures raw materials or machinery can be delivered as and when Jaguar need it.Existing competition This is quite simply other car companies who operate in the luxury/sports car industry, for example Aston Martin, Mercedes Benz, Porsche, Bentley and BMW to name a few. These companies all produce cars that could be seen as an alternative to a Jaguar product and thus take away buyers from Jaguar.New competition New competition could be from existing car companies who might delve into the luxury car market, this competition could come from companies such as Ford, Volkswagen or Peugeot for example. It could also come from completely brand new companies however this is less likely due to the current climate and the need for large amounts of capital to start a business in the luxury car industry. Companies from other markets could also move into the car industry, SAAB being an example of this as they were originally a manufacturer of fighter planes before cars. 5Substitutes These are alternatives to cars. Potential substitutes could be public transport, however due to the nature of luxury cars it could be said that this would pose a very minimal risk. Potential customers who may be looking for a high performance vehicle could be swayed by motorcycles as a n alternative.4 Strategic PositionThe strategic position of a company gives an indication of where it lies in its butt market. This can highlight how it compares with its competitors or how its customers may view the company.4.1 SWOT AnalysisA SWOT analysis can be utilised to identify the strategic position of a company and highlights four key areas that are either helpful or harmful to the companys objectives. The four key areas are strengths, weaknesses, opportunities and threats.Strengths Jaguars strengths lie in the companys well renowned reputation for producing top of the range cars as well as its excellent staff. Jaguar also have strengths in research and development, allowing them to continually have a competitive bounce over the competition.Weaknesses Jaguar are not seen as a particularly eco friendly company and this could have an increasingly negative impact on the company. As Jaguar sell high end cars, they are selling to a smaller niche market and thus missing out on tapping into the market for cheaper alternatives.Opportunities Jaguar must continue to improve upon their excellent reputation for quality if they are to maintain their competitive edge in the market. Continued research and development is a must as Jaguar have an excellent RD department and should utilise this to improve their eco-friendly image as this is becoming increasingly important in the car industry. Jaguar will look to exploit the growing Chinese market.Threats The global economic climate will continue to threaten Jaguars strategic position due to increasing fuel prices, less disposable income and changing interest rates to name but a few. governmental regulations will also threaten Jaguar, for example, stricter emission regulations will cause Jaguar to incur additional expenditure to upgrade and improve existing products and facilities.Strengths reputationStaffRDWeaknessesPoor eco imageNiche marketOpportunitiesImprove upon reputation for qualityDevelopment of eco-fri endly carsGrowing Chinese marketThreatsGlobal climateGovernmental RegulationsFigure 4.1 SWOT Analysis of Jaguar.4.2 Strategic Position of JaguarJaguars schema, as highlighted in their 2010-2011 annual report is as followsThe company has a multifaceted strategy to position itself as a leading manufacturer of premium vehicles offering high-quality products tailored to specific markets. The companys success is tied to its investment in product development, and is reflected in the strategic focus on capital expenditure, RD and product design. 6The strategic position of Jaguar as can be seen through the previous analyses is strong within their target market. It can be seen that Jaguars aims to maintain this position through research and development are indeed, how they are maintaining this position in reality.If Jaguar wish to strengthen this position, however, they must improve their image as being eco-friendly. This could be achieved through their already well established research a nd development department.5 Emerging engineering5.1 TechnologyThe technologies that are affecting not just Jaguar but the automotive industry as a whole are the variety of methods aimed at reducing carbon dioxide emissions and improving eco-friendliness.One such engineering which is arguably the most popular and well known is the Hybrid electric vehicle (HEV) technology. This technology utilises the standard gasoline engine that works in conjunction with a separate electric engine. This technology is advantageous as the average consumer does not have to change their driving and refuelling routines as, on the surface, the HEV operates exactly the same as a traditional vehicle but with greatly reduced carbon emissions and greater fuel economy. There are, however, concerns over the batteries, mainly due to performance and reliability as well as concerns over toxicity. 7Electric cars are also growing in popularity in recent years. As the name suggests these cars run entirely from elec tricity and, assuming the electricity is gathered from a renewable source, they are completely carbon free. Range and lack of charging stations are proving to be the technologys main stumbling block as well as overall performance of the car. 8Another technology is the hydrogen fuel cell. Hydrogen is advantageous over typical petrol and diesel fuel sources as it does not produce any carbon dioxide emissions and, unlike electric cars, it does not greatly hinder the cars performance and range. Unfortunately, at this time, hydrogen is proving difficult to exploit in large useable quantities and there are currently no effective means of storing it. 9Biofuels such as biodiesel are another alternative that researchers are looking into. Another replacement for standard gasolines, biofuels are often made from vegetable oils or animal fats. Many companies are already using biofuels effectively. In East Ayrshire, Stagecoach operate a fleet of Bio-Buses that run on the fuel. It has been noted that due to this Stagecoach have reduced their carbon emissions by around 2450 tonnes. A key advantage to this is that used vegetable oils can be exploited and this can be seen as a form of recycling. Although biofuels will help to reduce carbon emissions, they are not as clean as hydrogen or purely electric cars and as such, are not placed in high regard by many. 105.2 Impact on JaguarThe impact these eco-friendly technologies have on Jaguar is huge. If Jaguar were to continue to produce cars in the current way they would simply lose their strategic position and be left well behind their competitors. Not only that but there could be the potential for new government regulations that could completely force them out of business, for example if the company were required by law to produce cars that did not produce above a threshold amount of carbon dioxide.Jaguar have, of course, outlined these concerns and have begun research into a variety of methods to ensure their carbon track is reduced as can be seen from this excerpt from their annual report 2010-2011To comply with current and future environmental norms, the company may have to incur additional capital expenditure and RD expenditure to upgrade products and manufacturing facilities, which would have an impact on the companys represent of production and the results of operations and may be difficult to pass through to the companys customers. If the company is unable to develop commercially viable technologies within the time frames set by the new standards, the company could face significant civil penalties or be forced to restrict product offerings drastically to remain in compliance. 11One such method is an innovative new aluminium body as opposed to the traditional steel body of most cars. Jaguar claim that using aluminium results in significant reduction in weight and thus reduced carbon emissions. Of course, being that Jaguar are renowned for producing cars that are of high performance, simply changin g materials with the sole focus on reducing emissions could also be detrimental to their position. Jaguar claim that in conjunction with reduced emissions, the new material offers a stiffer body and thus better performance and handling. It can be seen that Jaguar have implemented necessary changes to reduce their carbon footprint without affecting their strategic position. It could also be argued that this has even strengthened their position by improving the performance of their vehicles.Intent on ensuring they continue to be a leader in their market, Jaguar have also began production of hybrid vehicles. Two of the first hybrid vehicles produced by Jaguar were concept cars known as the C-X75 supercar, which was unveiled at the 2010 Paris Motor Show, and the more conventional C-X16 sports car, which was unveiled at the 2011 Frankfurt Motor Show.The C-X75 was built with the intent of inspiring and influencing ideas for future hybrid cars and due to its success, Jaguar have announced plans to develop a road legal variant in conjunction with the Williams F1 team in 2013. 250 cars will be built at a price of 700,000 each and Jaguar claim that the car will boast emissions of just 99g/km.The C-X16 will also be made into a road variant at a much cheaper cost of under 100,000. The C-X16 will boast an acceleration time of 4.4 seconds from 0-60mph and a top pelt along of almost 190mph. 12It can thus be seen that Jaguar look set to overcome this major obstacle whilst still maintaining their strong position as a top quality car manufacturer. This has been achievable through their strengths in research and development.6 ConclusionThis report has successfully evaluated Jaguars strategic position and identified emerging technologies and their impact on this position.The internal environment was evaluated and showed through the culture web, value chain and core competencies that Jaguar operates very strongly and how they successfully achieve this. The mission statement and vision also showed a clear understanding of what they stood for and where they see themselves.The external environment was also evaluated and showed Jaguars position in its relevant market area. PESTL and five forces analyses were carried out to demonstrate just how strong Jaguars position in their market was.The overall strategic position was then outlined and a SWOT diagram showed Jaguars strengths, weakness, opportunities and threats. Overall, Jaguar sit very comfortably as a leader in their market.Finally, emerging technologies affecting Jaguar were shown to be related to global melting and eco-friendliness. It was shown that Jaguar had taken necessary steps to combat this and maintain their strong strategic position.

Methods Of Data Collection For Primary Data

fastnessitys Of Data Collection For Primary DataOnce the queryer has determined his search objective, enquiry question, and the cor re subprograming hypothesis for his research project, what he postulate to do now is to collect the required entropy. Data is information from attempt that the researcher would analyse in order to meet his research objective, facilitate his research question, and prove his research hypothesis. For example, the selective information or information close customers atomic outlet 18 gender, age, qualification, marital status, number of kids, monthly in line up, brand of car, type of house, religion, hobby, sports, va deposet activities, credit separate, golf membership etc.Figure 5.1 Methods of data collection (primary data)Method for Collecting Primary DataSurvey MethodObservation MethodFace-to-Face oppugnTele retrieve InterviewComputerised QuestionnairesDirect ObservationMechanical Observation subject matter Analysis in- psycheised Interview Mail SurveySelf-Administered QuestionnairesActually, what varicapable quantity to include in the study depends on your research objectives, research questions, and the corresponding research hypotheses. The researcher should always refer to the three elements above when determining what data to collect in order to keep off collecting the unnecessary data, or worse, non collecting the required data.Based on Figure 6.1, the method of data collection poop be classified into check methods and manifestation methods.A) Survey methodAccording to Zikmund, Babin, Carr and Griffin (2010), conform to is a research technique in which a sample is queryed in some form or the behaviour of responders is observed and described in some way.In survey method, questionnaires ar addicted to respondents to elicit information for the study. Respondents be asked the questions based on the information chartered by the study. The questions whitethorn be asked in the verbal forms (interview), writ ing ( armor questionnaire), or by dint of computing device (internet or e-mail).Several reinforcements atomic number 18QuickEfficientInexpensiveAccurate means of assessing information about a populationB) Types of survey methodsi) Personal interview face to face communication in which an interviewer asks respondents to answer questions (Zikmund, Babin, Carr and Griffin (2010).Face to face interviewIn the face to face interview (some seasons called personalised interview), the researcher will prep atomic number 18 the questions to be asked during the interview with respondents. Each question represents the variable that the researcher wants to obtain its data. The questionnaires c all over all variables required from a respondent. Before the interview begins, the researcher would explain the objective of research, ask for cooperation, and give assurance that the receipt given is only for research purpose and the information is treated with confidential.This is chief(prenomina l) since personal data is confidential, and no one will reveal his personal information if the confidentiality is not assured. The interviewer should posses good personality so that the interview session proceeds swimmingly and in a friendly atmosphere. During the interview, the interviewer will read the question and set down the reply. Personal interviews may be conducted at the respondents home, offices, or anywhere. Be disordered are the e artificehy examples of places which are basically used to conduct the interview.Door-to- limen InterviewDoor-to-door interview refers to the interview in which the respondents are interviewed face-to-face in their homes. The major advantage of this interview is high participation rate, only when the disadvantage is high cost.Mall Intercept InterviewMall intercept interview refers to the personal interviews conducted in obtain malls. Interviewers typically intercept shoppers at a central point normally at the entrance to the mall. The adv antage of this method is low cost since no hold up required to the respondents home.Mall intercept interview is appropriate when the respondents need to see, touch, or taste the product before they can extend meaningful information.Computer- aid Personal Interview (CAPI)This interview uses a reckoner to pull back the information from the respondents victimization some(prenominal) user-friendly electronic software systems to design questions easier for the respondent to understand. However, this method is classified as personal interview technique because an interviewer is usually present to serve as a host and to guide the respondents. CAPI is normally used to collect data at obtain malls, product clinics, conferences, and trade shows.Advantages of face-to-face interviewHigher retort rate. With proper plan and approach, the respondents will not turn down the request for an interview. The interviewer must be friendly and creative in wed training cooperation from respondents. The interview method normally achieves a response rate of more than 70%.Data more accurate. The face-to-face meeting allows the interviewer to clarify terms or anything which might confuse the respondents. Once the respondent understands the question, he will provide an accurate response.The interviewer can bring up detail reactions by respondents during interview. The physical reaction and facial expression by respondent can tell whether he is providing accurate responses or not. The interviewer can also note the physical environment surrounding the interview much(prenominal) as the respondents office, the house, the dress etc that should tally with his response.People will usually respond with good gesture and provide accurate responses when approached in person. The Malay culture of not saying no still holds true when someone comes to the door with polite and peaceful manner.An experienced interviewer can sense out if the respondent is trying to hide some information. In thi s case, he will use his creativity to clarify the intention or end up the interview.Disadvantages of face-to-face interviewHigh cost. Interviewers must be given peculiar(prenominal) turn backing on methods such as the art of making personal approach, the art of asking questions, the art of requesting cooperation etc, which is expensive and time consuming. The interviewer must be confident enough to officiate on his own. At the same time, the daily salary for endureling, food, dwell etc is very high.In clear response. Any small mistake by interviewer can cause error in the response. The mistake such as using a wrong approach, bad facial expression, coming at the wrong time, not sensitive to certain issue in the conversation sometimes could hinder respondents from grownup truthful response.Error in recording. This happens especially when the interview session is in a hurry due to time constrain on part of respondents. The interviewer who needs to read the question and record t he response quickly and simultaneously is prone to making mistakes.Require close supervision. The interviewers work should be supervised closely to avoid interviewer cheating. Sometimes, due to many reasons such as time constraint, respondent is difficult to contact or the respondent is not operable during appointment time, the interviewer will take aim the response on his own.Telephone interviewSometime it is possible to collect data through mobilise conversation. This method is possible if the researcher has complete directory of bid numbers of population under study. If the respondents are government officers, employees of private firm, professional people such as doctors, lawyers, accountants etc, then the researcher claim the option of using this method.Traditional Telephone InterviewIn traditional bid interview, respondents are called through the telephone and the interviewer will ask a series of questions and record the responses. Respondents are more willing to provide detailed and reliable information on a variety of personal topics over the telephone than with personal interviews.Computer Assisted Telephone Interview (CATI)CATI uses a computerized questionnaire administered to respondents over the telephone. The interviewer would contact respondents over the telephone, read questions posed on the computer screen, and record the respondents answers directly into the computer memory bank. The computer systematically guides the interviewer and checks the responses for appropriateness and consistency.Advantages of telephone interviewLess expensive compared to the face-to-face interview. The financial cost for travelling, lodging, and outstation allowance is not involved.Less time consuming. The number of respondents interviewed through telephone in one day is much higher than the number interviewed through face to face.Easy monitoring. The researcher can monitor the interviewers work more easily since he can check the telephone numbers of responden ts and the time called.Disadvantages of telephone interviewLower response rate. The rate of response is dishonor since the respondents can just hang-up the call when he realised it is time consuming, or unsure of the confidentiality of the conversation.Fewer questions could be asked. Usually the conversation through the telephone cannot take long especially when the topic of discussion is not interesting, especially for the respondent since he has no particular interest in it.Difficult to get good cooperation. Conversation through the phone is not convincing enough especially when trying to get cooperation from the respondent. It is difficult to convince someone when they cannot see you in person, your facial expression, you body gesture etc.2) Self-administered questionnaireIn this technique, the researcher distributes questionnaires to respondents personally, through mail service, by inserting in the newspapers, or by channeliseing to the email address. The discrepancy between self-administered questionnaires compared to personal interview is in the self-administered questionnaire, the respondents make an effort to read and respond to the questions. However, the effectiveness of self-administered questionnaire will depend on the efficiency of the written dustup rather than the soft skill of interviewers.Mail SurveyA mail survey is a self-administered questionnaire sent to pre-selected respondents through the mail. Basically, a mail interview package consists of the outgoing envelope, cover letter, questionnaire, return envelope, and possibly an incentive.Mail PanelA mail gameboard consists of a large, nationally representative sample of familys that have concur to participate in periodic mail questionnaires and product tests. The data on the panel members is updated every year and households are compensated with various incentives. Mail panel is appropriate for longitudinal design studies which allow obtaining information from the same respondents rep eatedly.Advantages of mail surveyLow cost.No interviewer biasDisadvantages of mail surveyLow response rateSlow data collection speedStructured questionnairesOne of the most popular methods of collecting research data is through the structured questionnaire. These questionnaires are self-explained and self-administered. In using this method, the researcher designs carefully a series of questions that cover the variables of interest in the study such as the respondents demographic background, their opinions concerning certain issues, their sensing concerning certain service performance, and their intentions to do in the future etc. Structured refers to the degree of standardization imposed in the process of data collection (questionnaires). In separate words, the researcher arranges the questions properly on a paper together with the cover letter to explain the purpose of data collection, the instruction to the respondents on how to respond to the questions, and the assurance of con fidentiality of information provided.Advantages of a questionnaireLowest cost incurred. The cost is low due to no interview, no training of interviewers, no travelling, no lodging allowance involved.No monitoring cost incurred. Usually the sending of questionnaires and receipt of responses from respondents are done by the researcher himself.More respondents and wider make doledge domain can be covered. The researchers can send his questionnaires to as many respondents as he likes since the cost for each respondent is very small.Response more accurate. Since there is no influence, no gesture, no facial expression, and no interruption from the interviewer, the respondents can answer the questions at his own convenience. This manner will assure the accuracy of responses.Disadvantages of a questionnaireThe poor rate of response from respondents. Since the researcher does not have gestures or face-to-face contact with respondents, the respondents can just throw away the questionnaires. In this method, the researcher should make a regular follow up contact with respondents using letter or telephone call. Usually the researcher would call the respondents earlier to inform them that he is sending a questionnaire to obtain data for his specific objective. The call is made as a gesture in order to obtain good cooperation from respondents.Once the respondent has difficulty regarding certain terms or questions in the questionnaire, he will not bother completing the remaining questions since nobody is available to explain. Sometimes the respondents simply send back the incomplete response.There is no assurance that the person who responds to the questionnaire is the intended respondent or the legitimate respondent. This matter will result in sample not being representative of the population.Private agents who conduct surveys found that people are more credibly to respond to mail questionnaire that has professional appearance and come together with attr industrious priz es such as lucky draws for the respondents who send the completed questionnaire in time. Some questionnaires obtain good responses from respondents especially the questionnaire that comes together with the warranty cards when customers purchase certain products. Customers will have to answer series of questions on the warranty cards before sending back to the manufacturer for product warranty.Computerised questionnaire net income surveyLately, the internet poll has become one of the popular methods to obtain information from the public especially their opinion concerning certain issue of public interest. In internet survey, the researcher brings an issue to attention and requests the opinion from the public. The public can respond by voting the statement that closely resembles their opinion. At the same time they can view the current standing in term of the most popular opinion and the corresponding vote obtained.Internet survey appears when a computer user is asked to go to a parti cular Web site location and answer the series of questions displayed in the website. In this technique, the respondents are not selected using specific technique but those who visit the Web site where the survey is posted are invited to participate in the survey.2. E-mail surveyIn the e-mail survey, questionnaires are sent out to the respondents directly through their e-mail address. The respondents would reply the email by providing their response to each item on the questionnaire. The professional market research classifys are using the internet to send their questionnaires to the respondents email. The respondents would complete their respective questionnaires and also return through the internet to the researchers e-mail address. Normally, these research agencies would provide certain rewards in terms of discount coupons etc in order to encourage the respondents to participate in the study.Advantages of computerised questionnaireLow cost.Very high data collection speed.Non inte rviewer biasDisadvantages of computerised questionnaireVery low response rateLow control of data collection methodB) The contemplation methodsAccording to Zikmund, Babin, Carr and Griffin (2010), observation is the systematic process of recording the behavioural patterns of people, objects and occurrences as they are witnessed. Several types of observation methods areDirect observationIn this method, the researcher will bring out his respondents and records the required data based on what he observes. This method is suitable for a research to study the behaviour of respondents. For example, the research is carried out to identify how car drivers behave on the road during avocation jam. In his observation, the researcher will record the type of drivers who follow the traffic rules properly, and the type of drivers who choose to ignore rules such as queue jumping or overtaking using emergency lanes. The researcher may also be interested to know the types of vehicles (motorcycles, c ars, buses, and lorries) which always ignore traffic rules during traffic jams. Another area where this method is suitable is to observe customers behaviour in the supermarket. In the market research study for example, the researcher is interested to know how customers make decisions in choosing which shampoo to buy. The researcher will stand in the area where hundreds of shampoos of different brands are placed on the rack. He will record how the customers choose the shampoo. Most in all probability some customers have decided earlier which brand to buy some customers will compare prices, packaging, and even the smells before buying the shampoo. The researcher will record specific characteristics of customers who prefer certain brands of shampoo etc.Advantages of direct observationThe data obtained reflect the literal behaviour of respondents. The respondents will tend to hide their actual behaviour when approached in person or when answering the questionnaires.The researcher gets a clearer picture and a better feeling of the situations for his study. Hence, he will be in a better position to make a proper recommendation regarding the underlying phenomena in the study.Disadvantages of direct observationThe respondent will not act his normal behaviour if he knows that he is being observed.The data collection process is cumbersome and tedious.Mechanical observationSometimes certain mechanical devices such as video cameras, rather than human observers to observe are used and record customer behaviours. The devices do not require the respondents direct participation in the study but they will capture the respondents behaviour for analysis. The early application of this technique is in a study to determine the level of comfort among train passengers by taping or recording how they sat and moved in their seats.Advantages of mechanical observationIt offers high disguise by using the hidden camera. However, other mechanical device such as the use of psycho galvanome ters is very difficult to disguise.Low observation bias since mechanical observation involves the non-human observer.Disadvantages of mechanical observationLow ability to observe in a natural setting. However, it depends on the mechanical tools used in the observation. The degree is low when using psycho galvanometer but high if using turnstiles.Less flexible.Content analysisContent analysis is usually used to study communication rather than behaviour, or physical objects. It is defined as the objective, systematic, and quantitative description of the manifest content of a communication. Content analysis obtains data by observing and analyzing the contents or messages of advertisements, newspaper articles, television system programs, etc.It involves analysis as well as observation which systematically analyze peoples communication to identify the specific information contents and other characteristics such as words, characters (individuals or objects), themes (propositions), space and time measures (length or duration of the message), or topics (subject of the message).Advantages of content analysisHigh degree of disguise since the data is collected over the situation to be observed.High degree of observation specification and measurement.Disadvantages of content analysisLow ability to observe in natural setting because observation takes place after the behaviour has occurred.Potential of observation bias because human observer is involved in data collection process.5.3 Factors determining choice of survey methods.Selecting the type of survey you are going to use is one of the most critical decisions in many social research contexts. Youll see that there are very few simple rules that will make the decision for you you have to use your judgment to balance the advantages and disadvantages of different survey types. There are several factors needs to be consideredPopulation issuesThe prototypic set of considerations has to do with the population and its acce ssibility.Can the population be specified?For some populations, you have a complete propensitying of the units that will be sampled. For others, such a angle of dip is difficult or impossible to compile. For instance, there are complete listings of registered voters or person with active drivers licenses. But no one keeps a complete list of homeless(prenominal) people. If you are doing a study that requires input from homeless persons, you are very likely going to need to go and find the respondents personally. In such contexts, you can pretty much rule out the idea of mail surveys or telephone interviews.Is the population literate?Questionnaires require that your respondents can read. While this might seem initially like a reasonable assumption for many adult populations, we know from recent research that the instance of adult illiteracy is alarmingly high. And, even if your respondents can read to some degree, your questionnaire may contain difficult or good vocabulary. Clearly , there are some populations that you would expect to be illiterate. Young children would not be good targets for questionnairesAre there language issues?We live in a multilingual world. Virtually every society has members who speak other than the predominant language. Can you produce multiple versions of your questionnaire? For mail instruments, can you know in betterment the language your respondent speaks, or do you send multiple translations of your instrument? Can you be confident that important connotations in your instrument are not culturally specific? Could some of the important nuances get lost in the process of translating your questions?Will the population cooperate?People who do research on immigration issues have a difficult methodological fuss. They often need to speak with undocumented immigrants or people who may be able to identify others who are. Why would we expect those respondents to cooperate? Although the researcher may mean no harm, the respondents are at considerable risk legally if information they divulge should get into the hand of the authorities. The same can be said for any target group that is engaging in illegal or unpopular activities.What are the geographic restrictions?Is your population of interest dispersed over too broad a geographic range for you to study feasibly with a personal interview? It may be possible for you to send a mail instrument to a nationwide sample. You may be able to conduct phone interviews with them. But it will close certainly be less feasible to do research that requires interviewers to visit directly with respondents if they are widely dispersedSampling issuesThe sample is the actual group you will have to contact in some way. There are several important sampling issues you need to consider when doing survey research.What data is available?What information do you have about your sample? Do you know their current addresses? Do you have their current phone numbers? Do you have an up to date conta ct lists?Can these respondents be found?Can your respondents be located? Some people are very busy. Some travel a lot. Some work the night shift. Even if you have an accurate phone or address, you may not be able to locate or make contact with your sample.Who is the respondent?Who is the respondent in your study? Lets say you draw a sample of households in a small city. A household is not a respondent. Do you want to interview a specific individual? Do you want to talk only to the head of household (and how is that person defined)? Are you willing to talk to any member of the household? Do you state that you will speak to the first adult member of the household who opens the door? What if that person is unwilling to be interviewed but someone else in the house is willing?Can all members of population be sampled?If you have an incomplete list of the population (i.e., sampling frame) you may not be able to sample every member of the population. Lists of various groups are extremely ha rd to keep up to date. People move or change their names. Even though they are on your sampling frame listing, you may not be able to get to them. And, its possible they are not even on the list.Are response rates likely to be a problem?Even if you are able to solve all of the other population and sampling problems, you still have to deal with the issue of response rates. Some members of your sample will simply deny to respond. Others have the best of intentions, but cant seem to find the time to send in your questionnaire by the due date. Still others misplace the instrument or forget about the appointment for an interview. Low response rates are among the most difficult of problems in survey research. They can ruin an otherwise well-designed survey effortQuestion issuesSometimes the nature of what you want to ask respondents will determine the type of survey you select.What types of questions can be asked?Are you going to be asking personal questions? Are you going to need to get lots of detail in the responses? Can you portend the most frequent or important types of responses and develop reasonable closed-ended questions?How complex will the questions be?Sometimes you are dealing with a complex subject or topic. The questions you want to ask are going to have multiple parts. You may need to branch to sub-questions.Will the screening of questions be needed?A screening question may be needed to determine whether the respondent is qualified to answer your question of interest. For instance, you wouldnt want to ask someone their opinions about a specific computer program without first screening them to find out whether they have any experience using the program. Sometimes you have to screen on several variables (e.g., age, gender, experience). The more complicated the screening, the less likely it is that you can rely on paper-and-pencil instruments without confusing the respondent.Can question sequence be controlled?Is your survey one where you can construct in maturate a reasonable sequence of questions? Or, are you doing an initial exploratory study where you may need to ask lots of follow-up questions that you cant easily anticipate?Will lengthy questions be asked?If your subject matter is complicated, you may need to give the respondent some detailed background for a question. Can you middling expect your respondent to sit still long enough in a phone interview to ask your question?Will long response scales be used?If you are asking people about the different computer equipment they use, you may have to have a lengthy response list (CD-ROM drive, floppy drive, mouse, touch pad, modem, network connection, external speakers, etc.). Clearly, it may be difficult to ask about each of these in a short phone interview.Content issuesThe content of your study can also pose challenges for the different survey types you might utilize.Can the respondents be expected to know about the issue?If the respondent does not keep up with the news (e. g., by reading the newspaper, watching television news, or talking with others), they may not even know about the news issue you want to ask them about. Or, if you want to do a study of family finances and you are talking to the spouse who doesnt pay the bills on a regular basis, they may not have the information to answer your questions.Will respondent need to consult records?Even if the respondent understands what youre asking about, you may need to allow them to consult their records in order to get an accurate answer. For instance, if you ask them how much money they spent on food in the past month, they may need to look up their personal check and credit card records. In this case, you dont want to be involved in an interview where they would have to go look things up while they keep you waiting (they wouldnt be comfortable with that).Bias issuesPeople come to the research endeavor with their own sets of biases and prejudices. Sometimes, these biases will be less of a problem w ith certain types of survey approaches.Can social desirability be avoided?Respondents generally want to look good in the eye of others. None of us likes to look like we dont know an answer. We dont want to say anything that would be embarrassing. If you ask people about information that may put them in this kind of position, they may not tell you the truth, or they may spin the response so that it makes them look better. This may be more of a problem in an interview situation where they are face-to face or on the phone with a live interviewer.Can interviewer distortion and subversion be controlled?Interviewers may distort an interview as well. They may not ask questions that make them uncomfortable. They may not listen carefully to respondents on topics for which they have strong opinions. They may make the judgment that they already know what the respondent would say to a question based on their prior responses, even though that may not be true.Can false respondents be avoided?With mail surveys it may be difficult to know who actually responded. Did the head of household complete the survey or someone else? Did the CEO actually give the responses or instead pass the task off to a subordinate? Is the person youre speaking with on the phone actually who they say they are? At least with personal interviews, you have a reasonable chance of knowing who you are speaking with. In mail surveys or phone interviews, this may not be the case.vi) Administrative issuesLast, but certainly not least, you have to consider the feasibility of the survey method for your study. beCost is often the major determining factor in selecting survey type. You might prefer to do personal inter

The Fibonacci Sequence and the Golden Ratio

The Fibonacci Sequence and the Golden proportionThe Fibonacci Sequence was originally introduced by Leonardo of Pisa, known asFibonacci, in the year 1202. He studied on the population of rabbits. Firstly he assumed that a newly-born pair of rabbits, ane male, one female, be put in a field one month later, rabbits become adult and ar able to mate so that at the end of its second month a female rabbit house produce a nonher pair of rabbits he also assumed that rabbits never die and a mating pair ever so produces one male and one female rabbit every month from the second month on. The question that Fibonacci posed was how many pairs go forth there be in one year?At the end of the first month, the pair mate, however they dont produce a pair, therefore there is still one yet 1 pair. At the end of the second month the couple produces a new pair, so now there are 2 pairs of rabbits in the field. wholeness of them is adolescent and the other is leverets. At the end of the third mon th, the original pair produces a second pair, the leverets become adolescents hence a total of 3 pairs in all in the field. For the next month, two adolescent pairs produce two new pairs and the newly-born pair become adult. Therefore, our field consits five pairs of rabbits. The terms of the sequence are given as,The Golden Ratio is a special type of ratio that tin can be seen on many structure of living organisms and many objects. It is not only observed in the part of a whole subjects, but also in arts and architecture for centuries. The Golden ratio gives the most congruous sizes of geometric figures. In nature, The Golden Ratio can be seen on the bodies of world beings, shells and branches of trees.For Platon, the keys of the cosmical physics is this ratio. Also, this ratio is widely believed that it is the most aesthetic ratio for a rectangle. The Golden Ratio, is an irrational number right as pi or e and its approximate value is 1,618033988 To define the Golden Ratio, or PHI is fancy.The Golden Ratio has been utilize for many years for different purposes. Some studies of theAcropolis, the approximate value of golden ratio can be seen on many of its proportions. Parthenon is a ordinary example of this. The Parthenons facade including elements of its facade and elsewhere are said to be circumscribed by golden rectangles.For many classical buildings, either the building itself or the elements of the buildings have a proportion which is equal to the golden ratio. This information gives a result that their architects most probably knew the golden ratio and consciously employed it in their buildings. On the other hand, the architects may use their senses and imbed a good proportion for their desgins, and their proportions closely approximate the golden ratio. Beside this, some analyses can always be questioned on the ground that the investigator chooses the points from which measurements are made or where to superimpose golden rectangles, and the pr oportions that are observed are affected by the choices of the points.Some scholars protest with the idea that Greeks had an aesthetic association with golden ratio. For instance, Midhat J. Gazal says, It was not until Euclid, however, that the golden ratios numeric properties were studied. In theElements(308 BC) the Greek mathematician merely regarded that number as an interesting irrational number, in connection with the middle and extreme ratios. Its occurrence in fastness pentagons and decagons was duly observed, as well as in the dodecahedron (aregular polyhedronwhose twelve faces are regular pentagons). It is thusly exemplary that the great Euclid, contrary to generations of mystics who followed, would soberly treat that number for what it is, without attaching to it other than its f veritable properties.1In Keith Devlins opinion,the claim that measurements of Parthenon is not supported by actual measurements even though the golden raito is observed. In fact, the entire st ory about the Greeks and golden ratio seems to be without foundation. The one thing we surely know that Euclid showed how to head its value, in his famous textbookElements, that was written around 300 BC.Near-contemporary sources likeVitruviusexclusively discuss proportions that can be channeled in whole numbers, i.e. satisfactory as opposed to irrational proportions.A geometrical analysis of theGreat Mosque of Kairouanreveals a consistent application of the golden ratio throughout the design, according to Boussora and Mazouz.22It is found in the boilers suit proportion of the plan and in the dimensioning of the prayer space, the court, and theminaret. Boussora and Mazouz also examined earlier archaeological theories about the mosque, and demonstrate the geometric constructions based on the golden ratio by applying these constructions to the plan of the mosque to test their hypothesis.The SwissarchitectLe Corbusier, famous for his contributions to themoderninternational style, c entered his design philosophy on systems of harmony and proportion. Le Corbusiers faith in the mathematical order of the universe was closely bound to the golden ratio and the Fibonacci series, which he described as rhythms plain to the eye and clear in their relations with one another. And these rhythms are at the very root of human activities. They resound in man by an innate inevitability, the same fine inevitability which causes the tracing out of the Golden Section by children, old men, savages and the learned.23Le Corbusier explicitly used the golden ratio in hisModulorsystem for thescaleofarchitectural proportion. He saw this system as a continuation of the long tradition ofVitruvius, Leonardo da Vincis Vitruvian Man, the serve ofLeon Battista Alberti, and others who used the proportions of the human body to improve the appearance and function ofarchitecture. In addition to the golden ratio, Le Corbusier based the system onhuman measurements,Fibonacci numbers, and the doub le unit. He took Leonardos suggestion of the golden ratio in human proportions to an extreme he sectioned his model human bodys height at the navel with the two sections in golden ratio, then subdivided those sections in golden ratio at the knees and throat he used these golden ratio proportions in theModulorsystem. Le Corbusiers 1927 Villa Stein inGarchesexemplified the Modulor systems application. The villas rectangular ground plan, elevation, and inner structure closely approximate golden rectangles.24Another Swiss architect,Mario Botta, bases many of his designs on geometric figures. Several private houses he designed in Switzerland are composed of squares and circles, cubes and cylinders. In a house he designed inOriglio, the golden ratio is the proportion between the key section and the side sections of the house.25In a recent book, author Jason Elliot speculated that the golden ratio was used by the designers of theNaqsh-e Jahan Squareand the adjacent Lotfollah mosque.26edi tPaintingIllustration from Luca PaciolisDe Divina Proportioneapplies geometric proportions to the human face.Leonardo da Vincis illustrations ofpolyhedrainDe Divina Proportione(On the Divine Proportion) and his views that some bodily proportions exhibit the golden ratio have led some scholars to speculate that he interconnected the golden ratio in his paintings.27 scarcely the suggestion that hisMona Lisa, for example, employs golden ratio proportions, is not supported by anything in Leonardos own writings.28Salvador Dalexplicitly used the golden ratio in his masterpiece,The Sacrament of the Last Supper. The dimensions of the canvas are a golden rectangle. A huge dodecahedron, with edges in golden ratio to one another, is suspended above and behind Jesus and dominates the composition.2HYPERLINK http//en.wikipedia.org/wiki/Golden_ratiocite_note-28cite_note-2829Mondrianused the golden section extensively in his geometrical paintings.30A statistical study on 565 blending of art of d ifferent great painters, performed in 1999, found that these mechanics had not used the golden ratio in the size of their canvases. The study concluded that the average ratio of the two sides of the paintings studied is 1.34, with averages for individual artists ranging from 1.04 (Goya) to 1.46 (Bellini).31On the other hand, Pablo Tosto listed over 350 works by well-known artists, including more than 100 which have canvasses with golden rectangle and root-5 proportions, and others with proportions like root-2, 3, 4, and 6.323. math in artistrysCarla Farsistraddles two fields that many people believe are diametrically opposed as well as being a professor of mathematics at the University of Colorado at Boulder, she is a working, exhibiting artist. After years of pursuing both interests separately she declared 2005 her Special Year for Art and Maths, and in an impressive effort put on various exhibitions, classes, movies, lectures, concerts, plays and an international conference a ll to deepen the understanding of the relationship between maths and art. add-on interviewed her to find out just what this relationship is about, and what it tactile sensations like to have a foot in both worlds.Painting by numbers?When you look at some of Carlas artwork, you might be forgiven not to recognise any maths in it. Some of her installations in particular appear impulsive, even disordered, and made from recycled objects last very lots to the real(a)m of reality. There are no meticulously worked out geometrical patterns, intricate fractals or perfectly recreated perspectives, as you might extend from an artist-mathematician. So what makes the connection between maths and art? Is there more to it than the fact that maths underlies patterns and perspective? Visualisation is one of the main points, Carla says, especially in geometry you can prove things opthalmicly, and the pictures can say as much as the actual theorem. But you can even go beyond geometry. Something that is logical, that makes a mathematical theorem, also makes some kind of a visual statement about structure and composition. Its almost like a piece of art, it has its own structure, logic, meaning. In a mathematicians head, the mathematical ideas, even if theyre very abstract, can appear to be almost visual, intuitive.Carla thinks that with the advance of estimators, the visual and artistic aspects of maths will become more and more prominent Computers are developing so fast and we dont really know yet what they could do for us in the future. Maybe one day it will be sufficient to think about the images involved in a mathematical idea or proof, and a computer will compute the underlying equations for us. Right now, just drawing a picture is often not enough a proper proof has to be more rigorous than that. But computers are already being used to prove theorems seePlus obligeWelcome to the maths lab, and maybe one day a mathematician could simply present the computer with a pi cture, and the computer will be able to read off the maths in it. In this way, mathematicians could spend more time on the notional aspects of maths having the ideas and computers could do the boring, automatic parts. At that point maths may be closer to art than it appears now.So, what does itfeellike, being an artist and a mathematician at the same time? Does proving a theorem feel very different from creating a piece of art? No, the two dont feel very different. Of course, when youre doing maths, youre bound by rules much more than when youre doing art. In art you can change the rules what you initially planned to do half-way through, and I do that a lot. In fact, even if Ive made up some rules at the beginning, I often find that Im unable to stick to them, the practicalities involved force me to seek other routes.Do Carlas motivation for doing maths and her dream to do art come from the same place? Yes, I certainly think so, Im absolutely positive about that. There is the same kind of bewitchment for me in both maths and art. Its all about expressing ideas, and sometimes maths works better and other times its art.Maths and art are just two different languages that can be used to express the same ideas.In some periods of my life Im more attracted by the rigour and formality of maths, and at other times I prefer art. I think maths and art are just different languages that can be used to express the same ideas.What are these ideas? Thats a very difficult question I think its how I relate to the world, how I see and understand the world. I feel a relationship with certain objects, or objects of the mind, and I want to express that. For example, I may be touched by the idea of an explosion Carla indeed painted a series of pictures on the subject of Hiroshima, and to express it, I may prefer to use art, bright colours. If I want to express or understand something more formal, maths may be better-suited.Numbers by paintingBut Carla didnt put on her Special Year just in order to contemplate those deep connections. First and foremost, she wants to open up the world of maths to those who are scared of it, or feel that it has nothing to do with real life. Emphasising the visual and creative aspects of maths might make people like it more. I created a course at my university, aimed at non-maths students, which find outes maths using the visual arts. I think this could also be of great benefit to maths students, and here we could teach the more formal mathematical ideas.Carla uses paintings and sculptures both to give an overall feel for the subject and to illustrate concrete maths objects and problems. An area that benefits most from the visual approach is topology. This branch of maths studies the nature of geometric objects by allowing them to lace and change. Think of a knot in an elastic band its defining feature, the way the band winds around itself, remains the same even when you stretch the band. In this spirit, topologists regar d any two objects that can be deformed into each other without tearing to be one and the same thing have a look atPlusarticleIn space, do all roads lead home?to see how a coffee cup can be dark into a doughnut.Carla teaches topological ideas and methods using the sculptures of North American artistHelaman Ferguson, and also the works of Catalan architectAntoni Gaud.I usually ask students to bring playdough to the maths class.Fergusons work in particular is good for illustrating the solutions to concrete mathematical problems, such as how to unknot a knot I usually present first the stay put and then give them some hints to see if we can work out the solution together. Usually I also ask students to bring playdough to this class, so that we can work hands on. After we have worked out the maths I show them a piece by Ferguson that beautifully illustrate the result.With Gaud I am a bit more loose. I introduce him when I talk about topological transformations of surfaces and also whe n I talk about spirals. Some of his work illustrates well the concept of topological deformation and I use it for that, as a general example. This is also useful when students ask (as they often do) how mathematics relates to things they see in the real world.Of course, no class on maths and the visual arts would be complete without fractals. Their often astonishing beauty comes from their infinite intricacy no matter how closely you zoom in on a fractal, what you see is still extremely complicated and crinkly. Whats more, it often looks similar to the whole fractal, a phenomenon called self-similarity (see the quoin on theVon Koch Snowflakebelow). There are various mathematical techniques to measure the crinkliness of a fractal, and Carla teaches them in her classes with the aid of fractals that occur in nature and art I teach my students how to compute the fractal dimension of a fractal. First I show them some examples from art and other fields, especially nature. Then we study t he technique formally, and then apply it to images of fractal art. We also work out the fractal dimension of some of the original examples I presented them with.As Carla points out, there are paintings containing fractals that were never consciously intended by the artist mathematicians have shown that the drip paintings by abstract expressionist Jackson Pollock can be identified by their own particular fractal structures (seePlusarticleFractal expressionism).Symmetry is another concept that is as visual as it is mathematical. We can perceive it almost subconsciously and it has been argued that it plays a vital role in our recognition of beauty yet it opens the door to a wealth of mathematical structure. A square, for example, has 8 symmetries you can reflect it in the vertical, horizontal or diagonal axes, you can rotate it through 90, 180 or 270 degrees, or you can simply do nothing and leave it as it is. Each of these transformations is called a symmetry, because after youve make it, the square appears to be exactly as it was before. If you put all these 8 symmetries together, you get a self-contained system whenever you combine two of them, by first doing one and then the other, you get one of the other symmetries in your set try it Such a self-contained system of symmetries is called agroup, and symmetry groups are the gateway to abstract algebra. A simple visual consideration lands you in the thick of some quite advanced mathematics

Development plan Essay example -- Leadership, Personal Experience, Coa

IntroductionTo tactile property forward with acuity you essential first look back with honesty. This quote from Warren Bennis is one of the greatest philosophies by which I attempt to lead. Good leaders understand that this ability to reflect honesty on the past is critical to success in the future. In order to lead and coach a team from a position of resonance leaders must engage in a continuous journey of self-discovery. In gaining a deep understanding of themselves they are more readily sufficient to coach and divulge their teams. The process of self-discovery requires that leaders be willing to learn and adapt to both strengths and opportunities in their leadership styles. This singular skill is central to the success of any leader. In fact, it is likely the most important skill leaders need to incorporate in order to become truly remarkable. (Eikenberry, 2007, pp. 21) Over the past nine weeks I have embarked on another process of self-discovery. I have had the ple asure of speaking to a leadership coach on multiple occasions. I was able to seek insight from trusted s extendholders regarding the way I lead and coached constituents. I was even given the opportunity to provide coaching to a fellow learner. These mixed experience have allowed me to again take inventory of my abilities as a coach and access any relevant gaps in the way I am currently coaching in comparison with the coach I aspire to become. The following will explore the necessity of developing others, the value of coaching from a strength-based approach, the importance of good communication skills, and action items for my sojournd improvement as a leader/coach. Developing OthersThe goal is to begin building leaders to take your place someday-to build leaders wh... ...ery. I have learned things about the way I coach that have allowed for a great deal of insight. I was glad that I scored the way I did on the Coaching Process Questionnaire, I was upset with myself because I did not feel as if I adequately prepared for my coach a fellow learner session, and I was surprised at the length by which a fellow coach will go to get through to his client. Ultimately I am pleased that I was able to gain the insight that I have and I will continue to progress towards the coaching style that I aspire. In doing so I will continue to build capacity in individuals in order to mark the readiness of the next generation of leaders. I will coach clients based a strength-based approach in order to engender a more healthy sense of purpose and direction. I will do this by asking the right questions and listening actively to my clients.

Ulysses S. Grant and the Trials of Leadership Essay -- Ulysses S Grant

Ulysses S. Grant and the Trials of LeadershipOn June 3, 1864, the Union and Confederate armies met on a battlefield in Cold Harbor, Virginia. The Confederates were well fasten and prepared to mount a defensive stand. The Union soldiers on the other side of the lines were preparing for an attack that would prove to be disastrous. They knew what the outcome would be. In only 20 minutes of fighting, 7,000 Union soldiers were killed or wounded. As the Yankees prepared to go into action, many began sewing tags with their names on them into their clothes so their bodies could be identified after contendd their deaths. One dead Union soldier was found with a small diary in his pocket. The final entry, dated June 3, 1864, read simply, I was killed. Many work force like him knew they were going to die that day, and yet they went forward anyway, and met their fates. Many people, military and civilian, questioned the intelligence of the attack, and rightfully so. But the decision was made, an d the men carried it out. They carried it out because it was given by General Ulysses S. Grant, the man who was the first to continually win battles against Robert E. Lee, and the man who finally won the war for the United States. They carried it out because Grant was perhaps the most well-thought-of general ever to serve in the U.S. Army to that point. They carried it out because Grant was a leader. Grant was not always the leader that won the war and became president. He was first a failure in business, a quiet young soldier with little social life, a general whose peers criticized him and charged him with drunkenness, and later a president plagued by scandal and rumor. Ulysses S. Grant was born to Jesse and Hannah Grant on April 27, 1822, in Point P... ...ys mind. His logic in organizing supplies for the army was demonstrated early on in the Mexican War. But it seems that his intelligences only served him in wartime, making almost another intelligence of their own, that of makin g war. As President, he severely lacked interpersonal skills in picking and managing his cabinet. He showed little knowledge of safe money handling strategies and lost most of his savings more than once. He was a great war leader and general, and seemingly not much else but a kind man. Works Cited1. Barber, James G. U.S. Grant The Man and the Image. Southern Illinois University Press. Carbondale 1985. 2. Carpenter, John A. Ulysses S. Grant. Twayne Publishers, Inc. new-fashioned York 1970.3. Gardner, H. Creating minds. New York Basic Books, 1993.4. Goldhurst, Richard. Many are the Hearts. Readers Digest Press. New York 1975.