Roller Coasters and Their Theory Essay Example

Roller Coasters and Their Theory Paper 2010 NAME: CAROLENA SEEREERAM DINESH TEELUCKSINGH DEVIANN SINGH VINCENT BAHADUR KERLON MOORE INSTRUCTOR: MR. RISHI RAMPERSAD COURSE: ENGINEERING SCIENCE COURSE: ENGINEERING SCIENCE CLASS: COMPUTER ENGINEERING (YEAR 1) INSTRUCTOR: RISHI RAMPERSAD GROUP MEMBERS: CAROLENA SEEREERAM DINESH TEELUCKSINGH DEVIANN SINGH VINCENT BAHADUR KERLON MOORE ABSTRACT A roller coaster is an amusement park ride where passengers sit in a series of wheeled cars that are linked together. The cars move along a pair of rails supported by a wood or steel structure. In operation, the cars are carried up a steep incline by a linked chain. When the cars reach the top of the incline, they roll free of the chain and are propelled downward due to gravity through a series of drops, rises, and turns. Finally the cars are braked to a stop at the starting point, where the passengers get out and new passengers get on. Roller coasters are considered by many to be the most exciting ride in any amusement park. TABLE OF CONTENTS Task Pages Abstract 3 Introduction 5 Objectives Methodology6 Background Information Design of a Roller Coaster 7-13 * Working of a Roller Coaster 14-15 * Energy Transformations 16 Methodology 17 Main Body 18 * Brief History of Roller a Coaster * Types of Roller Coasters Reference and Appendix 19 INTRODUCTION This project is based on the operations and the energy conversions of a roller coaster and it is designed to make an understanding of how a roller coaster works. A roller coaster ride is a thrilling experience which involves a we alth of physics. Part of the physics of a roller coaster is the physics of work and energy. We will write a custom essay sample on Roller Coasters and Their Theory specifically for you for only $16.38 $13.9/page Order now We will write a custom essay sample on Roller Coasters and Their Theory specifically for you FOR ONLY $16.38 $13.9/page Hire Writer We will write a custom essay sample on Roller Coasters and Their Theory specifically for you FOR ONLY $16.38 $13.9/page Hire Writer The ride often begins as a chain and motor, or other mechanical device which exerts a force on the train of cars to lift the train to the top of track. Once the cars are lifted to the top of the track, gravity takes over and the remainder of the ride is an experience in energy transformation. OBJECTIVES The objectives of this project include: 1) Describing the equipment design and operation of Roller Coasters. 2) Investigating the sources of energy and stating whether the energy is harnessed naturally or if it is renewable. 3) Energy conversion and the losses incurred during the conversion process. ) Identifying the environmental impacts of using such energy. Methodology Different data collection methods were used to collect information of the roller coaster. The most used was the use of the internet. A lot of the information was gathered from different sites and was restructured in one’s own words. Also watching videos from the internet (YouTube) was widely used in gathering of the information. Another method was through reading of text books and encyclopedia based on the roller coaster and once again the information was put together in one’s own words. The following steps were taken when researching the topic. First planning was done on how to do the research and who had to do what in the research. Different members had to do different types of research. Some did through the internet and some researched by reading of text books and encyclopedia. The data was then analyze, then the study of the design of the structure of the roller coaster. Implementation of the information and restructure of the information was then carried out by all members of the group. BACKGROUND INFORMATION Design of a Roller Coaster The design of a roller coaster ride is the first and most important part of the manufacturing process. Because each roller coaster is unique, every detail must be designed literally from the ground up. In order to design a roller coaster, designers must consider what kind of riders will use the coaster. If the coaster is designed for small children, the hills and curves will be gentle, and the cars speed will be relatively slow. Families usually want a somewhat faster ride with plenty of turns and moderate forces. Ultimate thrill seekers want extreme heights and speeds. Next, the designers must consider the space available for the coaster, because roller coasters not only take a lot of ground space, but also a lot of air space. Designers look at the general terrain, other surrounding rides, power lines, access roads, lakes, trees, and other obstacles. Some amusement parks have added so many rides that a new roller coaster has to be designed to thread its way through existing rides and walkways. The next objective for the designers is to achieve a unique feel for the coaster. Designers can draw on a number of techniques to provide a memorable ride. The initial incline can be made steeper or the speed of the lift chain can be made slower to heighten the apprehension of the passengers. Once up the incline, the first drop is usually designed to be the steepest, and therefore the fastest and scariest. Other drops can be designed with a brief flattened section in the middle, and are called double dips. Drops with very abrupt transitions to a flat or upturned section are called slammers because they slam the passengers down into their seats. Letting the cars run close to the ground, in what is called a gully coaster, gives the illusion of increased speed. The advent of steel construction for coasters has allowed a number of variations on the basic roller coaster ride. In some modern coasters, the passengers sit suspended below the tracks rather than riding on top of them. In others, the passengers ride standing up rather than sitting down. Most of the actual design and layout of a roller coaster is done on a computer. The height of the first incline must be calculated to give the cars enough energy to propel them all the way through the ride and back to the station. The horizontal and vertical forces that the loaded cars exert on the track must be calculated at every point to ensure that the support structure is adequate. Because each coaster usually incorporates one or more new and untried features, a working prototype of the new features may be built for testing and evaluation. The prototype is erected at the manufacturers facility, and weighted test cars outfitted with instrumentation are propelled through the test section at the desired speed. Based on these tests, the designers may alter their original design before building the final product. When the calculations, design, and testing are complete, a computer-aided drafting (CAD) program is used to prepare detailed drawings for each of the thousands of parts that will be used to build the new coaster. The Manufacturing Process of a Roller Coaster The actual physical construction of a roller coaster may take place in a factory or on the amusement park site depending on the type and size of the coaster. Most steel coasters are built in sections in a factory, then trucked to the site and erected. Most wooden coasters are built piece-by-piece on the site. Here is the typical sequence of operations for manufacturing both modern steel coasters and classic wooden coasters: Preparing the Site: 1) Before the roller coaster can be installed, the area where it is to be located needs to be cleared and prepared. 2)   If there are existing structures, vegetation, or utilities that need to be moved or demolished, this work is done first. If any of the surrounding terrain needs to be filled or excavated, that work is also done at this time. 3) Holes for the support structure foundations are surveyed and drilled or dug. Sturdy wooden forms are then constructed to hold the concrete for each foundation point. In some areas where the soil is very sandy, large wooden piles may be driven into the ground as foundations rather than using poured concrete. If concrete is used, it is brought to the site in mixer trucks and pumped into place by a concrete pump with a long, articulating arm that can reach each foundation form. Connector plates are imbedded into the concrete on top of each foundation to allow attachment of the supports. Erecting the Main Support Structure: 4) When the foundation is in place, work begins on the main support structure. All the parts for steel coasters are made in a factory and shipped to the job site in sections on trucks. In the factory, the pieces for each support are cut and welded into the required shape using fixtures to hold them in the proper orientation to each other. If a complex three-dimensional bend is required, this may be done in a hydraulic tube bender that is controlled by information from the computer. On wooden coasters, the material for the supports is usually shipped to the site as unfinished lumber and the individual pieces are cut and assembled on site. In either case, the lower portions of the main supports are lifted by a crane and are attached to the connector plates protruding from the foundation points. ) Once the lower supports are in place, they may be temporarily braced while the upper sections are lifted into place and connected. This work continues until the main support structure is complete. Installing the Track: 6) With the main support structure in place, the track is installed. On steel coasters, sections of track are fabricated in the factory with the stanchions an d tubular tracks welded to the track supports. After the sections are brought to the site, they are lifted into place, and the track ends are slid together. The sections are then bolted to the main support structure and to each other. On wooden coasters, wood tie beams are installed across the top of the main support structure along the entire length of the ride. Six to eight layers of flat wood boards are installed lengthways on top of the tie beams in two rows to form a laminated base for the rails. The rails themselves are formed from long, flat strips of steel screwed into the wood base. 7) On steel coasters, walkways and handrails are welded in place along the outside of the track to allow maintenance access and emergency evacuation of passengers. On wooden coasters, the portions of the tie beams outside of the track are used as walkways, and handrails are installed. ) The lift chain and anti-rollback mechanisms are installed on the lift hill, and the braking device is installed on the final approach to the station. Fabricating the Cars: 9) The individual cars for the coaster are fabricated in the factory. The sub frame pieces are cut and welded. The bodies are stamped from aluminum or molded in fiberglass, t hen fastened to the sub frame. Seat cushions may be cut from foam, mounted on a base, and covered with upholstery. Running wheels and guide wheels are bolted in place with locking fasteners. Brake fins, anti-rollback dogs, and other safety components are installed. Finishing the Ride: 0) When the main construction is completed, electrical wiring is installed for the lighting, and the entire ride may be painted. The boarding station is constructed, signs are installed, and the landscaping is put in place. Working of a Roller Coaster The roller coasters work on the principle of conversion of potential energy into kinetic energy. The cars attached to the roller coaster do not have self-powered motor. Instead they are pulled by one chained with the other to the first peak of the roller coaster track. On reaching the top of the first peak the kinetic energy with which the cars are pulled becomes the potential energy. With that the cars of the roller coaster system not only slide down but also move up the second peak. This process is repeated in the subsequent peaks and finally the cars are brought to a stop with the application of brake run. A well designed roller coaster will have enough energy to complete the entire course of the track and will come to an end on the application of brake run at the end. Modern roller coasters have launch mechanisms, which starts off the ride with a high amount of acceleration by means of one or series of Linear Induction Motors and Linear synchronous Motors, powered by hydraulic or pneumatic force. Roll back occurs when a launched train does not have enough potential energy to ascend the top of the first peak. Under the roll back the train comes back to the original launching place for re-launch. In the case of continuous circuit roller coasters, when the kinetic energy is not enough for the train to complete the travel after descending from its highest peak point , it moves forward and backward along the track until all the kinetic energy is released. After that it comes to a stop. Energy Transformations in a Roller Coaster A roller coaster ride also illustrates the work and energy relationship. The work done by external forces is capable of changing the total amount of mechanical energy from an initial value to some final value. The amount of work done by the external forces upon the object is equal to the amount of change in the total mechanical energy of the object. The relationship is often stated in the form of the following mathematical equation. KEinitial + PEinitial + Wexternal = KEfinal + PEfinal The left side of the equation includes the total mechanical energy (KEinitial + PEinitial) for the initial state of the object plus the work done on the object by external forces (Wexternal) while the right side of the equation includes the total mechanical energy (KEfinal + PEfinal) for the final state of the object. Once a roller coaster has reached its initial summit and begins its descent through loops, turns and smaller hills, the only forces acting upon the coaster cars are the force of gravity, the normal force and dissipative forces such as air resistance. The force of gravity is an internal force and thus any work done by it does not change the total mechanical energy of the train of cars. The normal force of the track pushing up on the cars is an external force. However, it is at all times directed perpendicular to the motion of the cars and thus is incapable of doing any work upon the train of cars. Finally, the air resistance force is capable of doing work upon the cars and thus draining a small amount of energy from the total mechanical energy which the cars possess. However, due to the complexity of this force and its small contribution to the large quantity of energy possessed by the cars, it is often neglected. By neglecting the influence of air resistance, it can be said that the total mechanical energy of the train of cars is conserved during the ride. That is to say, the total amount of mechanical energy (kinetic plus potential) possessed by the cars is the same throughout the ride. Energy is neither gained nor lost, only transformed from kinetic energy to potential energy and vice versa. Energy Transformations in a Roller Coaster Methodology Different data collection methods were used to collect information of the roller coaster. The most used was the use of the internet. A lot of the information was gathered from different sites and was restructured in one’s own words. Also watching videos from the internet (YouTube) was widely used in gathering of the information. Another method was through reading of text books and encyclopedia based on the roller coaster and once again the information was put together in one’s own words. The following steps were taken when researching the topic. First planning was done on how to do the research and who had to do what in the research. Different members had to do different types of research. Some did through the internet and some researched by reading of text books and encyclopedia. The data was then analyze, then the study of the design of the structure of the roller coaster. Implementation of the information and restructure of the information was then carried out by all members of the group. Main Body Brief History of a Roller Coaster: A roller coaster train going downhill represents merely a complex case as a body is descending an inclined plane. Newtons first two laws relate force and acceleration, which are key concepts in roller coaster physics. At amusement parks, Newtons laws can be applied to every ride. These rides range from The Swings to The Hammer. Newton was also one of the developers of calculus which is essential to analyzing falling bodies constrained on more complex paths than inclined planes. A roller coaster ride is in a gravitational field except with the Principle of Equivalence. An important thing to consider is that the carts on a conventional modern day roller coaster are not self-powered. The movement is generated exclusively by gravitational, inertial and centripetal forces. Although the tracks are getting more and more complex and the speed is ever increasing, the basic principles of physics at work are simple and can be easily understood. Still, the actual task of designing a roller coaster itself is by no means simple, which is reflected by the many obstacles that need to be overcome before a coaster becomes operational. Given this contrasting perspective, this paper is going to take a look at these underlying physics principles as well as some engineering methods that are involved. Energy is essentially applied to the carts only as they are pulled up the first hill. This hill is often called the lift hill. Once the coaster reaches the top, the forces applied to it for the remainder of the ride are mainly gravitational and inertial. Therefore, in essence, the fundamental principle behind the coaster’s operation is the ‘conservation of energy,’ which simply states that energy can neither be created nor destroyed. The total energy which is consisted of ‘potential’ and ‘kinetic’ parts, is therefore constant. As the coaster moves up the lift hill, the total energy exerted on the carts is stored in the system as potential energy. This happens since as the height increases, there is a greater chance for the gravity to act on the cart to pull it down. However, it is not desirable to have the carts fall vertically to the ground, and so a good way to think about what is happening here is that the tracks are designed to manipulate this fall. The second physical principle relevant here is Newton’s first law: This states that an object stays in motion (or conversely stays still) if no external forces are applied. The tendency of objects to do this is referred to as ‘inertia’. Based on this principle, as the cart reaches the second hill (after the lift hill), it continues to rise converting kinetic energy to potential energy. However, some of the energy will be lost due to friction which exists between the tracks and the cart wheels as well as that created by carts moving through the air. Therefore, a few extra hills (which are shorter than the lift hill) are put along the path to ‘recharge’ the cart giving it more potential energy to convert back to kinetic energy. The racks are designed in such a way that at the end of the ride, all potential energy is converted to kinetic energy so there is little need for brakes and the carts essentially stop on their own. Components The worlds tallest and fastest roller coaster, the Kingda Ka at Six Flags Great Adventure in New Jersey. At first glance, a roller coaster is something like a passenger train. It consists of a series of connected cars that move on tracks. But unlike a passenger train, a roller coaster has no engine  or power source of its own. For most of the ride, the train is moved by  gravity  and momentum. To build up this momentum, you need to get the train to the top of the first hill (the lift hill) or give it a powerful launch. Chain Lift The traditional lifting mechanism is a long length of chain (or chains) running up the hill under the track. The chain is fastened in a loop, which is wound around a gear at the top of the hill and another one at the bottom of the hill. The gear at the bottom of the hill is turned by a simple  motor. This turns the chain loop so that it continually moves up the hill like a long conveyer belt. The coaster cars grip onto the chain with several  chain dogs, sturdy hinged hooks. When the train rolls to the bottom of the hill, the dogs catches onto the chain links. Once the chain dog is hooked, the chain simply pulls the train to the top of the hill. At the summit, the chain dog is released and the train starts its descent down the hill. Catapult-launch In some newer coaster designs, a catapult launch sets the train in motion. There are several sorts of catapult launches, but they all basically do the same thing. Instead of dragging the train up a hill to build up potential energy, these systems start the train off by building up a good amount of kinetic energy in a short amount of time. One popular catapult system is the linear-induction motor. A linear-induction motor uses  electromagnets  to build two magnetic fields one on the track and one on the bottom of the train that are attracted to each other. The motor moves the magnetic field on the track, pulling the train along behind it at a high rate of speed. The main advantages of this system are its speed, efficiency, durability, precision and controllability. Another popular system uses dozens of rotating wheels to launch the train up the lift hill. The wheels are arranged in two adjacent rows along the track. The wheels grip the bottom (or top) of the train between them, pushing the train forward. The Breaks Like any train, a roller coaster needs a  brake  system so it can stop precisely at the end of the ride or in an emergency. In roller coasters, the brakes arent built into the train itself; theyre built into the track. This system is very simple. A series of clamps is positioned at the end of the track and at a few other braking points. A central computer operates a  hydraulic system  that closes these clamps when the train needs to stop. The clamps close in on vertical metal fins running under the train, and this friction gradually slows the train down. Types of Roller Coasters: There are many different designs for Roller Coasters but the following are the most popular: * Wooden Roller Coaster * Steel Roller Coaster Wooden Roller Coaster – Wooden coasters use massive wooden trestle-style structures to support the track above the ground. Steel plates are used to reinforce critical joints. Steel Roller Coaster – These may use thin, trestle-style structures to support the track, or they may use thick tubular supports. The track is usually formed in sections from a pair of welded round steel tubes held in position by steel stanchions attached to rectangular box girder or thick round tubular track supports. All exposed steel surfaces are painted. Reference and Appendix http://cec. chebucto. org/Co-Phys. html http://library. thinkquest. org/2745/data/ke. htm http://en. wikipedia. org/wiki/Centripetal_force http://www. teachersdomain. org/resource/hew06. sci. phys. maf. rollercoaster http://www. thehumorwriter. com/Kids_Corner_Original_Storie/Roller_Coasters/roller_coasters www. google. tt http://www. buzzle. com/articles/physics-of-roller-coasters. html

Why Should We Hire You - The Essay Sample?

Why Should We Hire You - The Essay Sample?When people ask me, 'Why should we hire you?' I often respond, 'If you have good writing skills and you enjoy writing, there are many interesting, challenging and profitable writing jobs available. If you're not sure what you can do with your writing, read the full bio below and then contact me for more information.'You'll enjoy my bio because I'm a professional writer who's had some interesting positions before. As a college student in Washington, DC, I wrote copy for the local district attorney's office, the Washington Post, U.S. News & World Report, and other places. In 1988, I received my master's degree in English from the University of California-Berkeley, and I continued to write fiction for several years. Then, in 1998, I decided to pursue something more rewarding, and I began my career as a freelance or an in-house copywriter.Now, I've written for magazines such as Conde Nast, Dial Press, Salon, Salon Online, Collegehumor, and ma ny others. My favorite topic is serious, intelligent writing about subjects such as politics, culture, health, business, and the media.As someone who understands exactly what makes a good story, I also understand the great lengths that talented, ambitious writers go to in order to be noticed. With that in mind, I'm always looking for creative people to contribute to my pages.One of the reasons why I believe that I'll benefit from knowing the kind of creative story that I can provide is because I have great confidence in my ability to deliver original material. I've written on numerous topics over the past few years and I've been publishing essays online for two years. So, if I say I'm a creative writer, it's absolutely true.Another reason why I consider this essay sample a quality addition to my portfolio is because it's true! That being said, I realize that many people aren't going to be impressed by the fact that I'm not an academic writing instructor; I just prefer not to spend m y time or energy producing content that can be easily replicated by anyone else.And, by not devoting myself to the written word, I don't risk being seen as boring or unprofessional at a job interview. So, if you truly want to get ahead in the writing world, you must dedicate yourself to producing your best work.If you're making a genuine effort to do so, I strongly encourage you to use this sample as a tool to help improve your writing, which will help your writing career. And, finally, I strongly encourage you to contact me for more information on how you can be part of the team that's helping me grow as a writer.

Green Surname Meaning and Origin

Green Surname Meaning and Origin GREEN Surname Meaning Origin: The Green surname can have one of many possible derivations. It was commonly used to describe someone who dwelled at, or near, the village green, or other grassy ground. Other possible origins include someone who favored the color green (from the Old English grene), or someone who was immature or inexperienced. Green may also have been used as the surname of somone who had played the part of the Green Man in May Day celebrations. Green is the 37th most popular surname in the United States and the 19th most common surname in England. Surname Origin: English Alternate Surname Spellings: GREENE Famous People with the Surname GREEN: Pat Green - American country music starEva Green - French actressNathanael Green - General in the Continental Army during the American Revolution Genealogy Resources for the Surname GREEN: 100 Most Common U.S. Surnames Their MeaningsSmith, Johnson, Williams, Jones, Brown... Are you one of the millions of Americans sporting one of these top 100 common last names from the 2000 census? GREEN / GREENE Surname DNA ProjectMales Greens from anywhere, including alternate spellings of Greene, MacGreen, MacGreene, McGrane, McGreen, McGreene, can join this Y-DNA project which is attempting to sort out various GREEN families. GREEN Family Genealogy ForumSearch this popular genealogy forum for the Green surname to find others who might be researching your ancestors, or post your own Green query. There is also a separate forum for the GREENE variation of the Green surname. FamilySearch - GREEN GenealogyFind records, queries, and lineage-linked family trees posted for the Green surname and its variations. GREEN Surname Family Mailing ListsRootsWeb hosts several free mailing lists for researchers of the Green surname. Cousin Connect - GREEN Genealogy QueriesRead or post genealogy queries for the surname Green, and sign up for free notification when new Green queries are added. DistantCousin.com - GREEN Genealogy Family HistoryFree databases and genealogy links for the last name Green. Looking for the meaning of a given name? Check out First Name Meanings Cant find your last name listed? Suggest a surname to be added to the Glossary of Surname Meanings Origins. - References: Surname Meanings Origins Cottle, Basil. Penguin Dictionary of Surnames. Baltimore, MD: Penguin Books, 1967. Menk, Lars. A Dictionary of German Jewish Surnames. Avotaynu, 2005. Beider, Alexander. A Dictionary of Jewish Surnames from Galicia. Avotaynu, 2004. Hanks, Patrick and Flavia Hodges. A Dictionary of Surnames. Oxford University Press, 1989. Hanks, Patrick. Dictionary of American Family Names. Oxford University Press, 2003. Smith, Elsdon C. American Surnames. Genealogical Publishing Company, 1997. Back to Glossary of Surname Meanings Origins

Optimal Kitchen Upper Cabinet Height

Optimal Kitchen Upper Cabinet Height Although not stipulated by building codes, standard construction practices set ergonomic standards for both the dimensions of kitchen cabinets and their installation heights. These measurements are based on studies suggesting the optimal dimensions that create the most comfortable working spaces for users. They are sometimes altered for special needssuch as a kitchen customized for users with physical limitationsbut in the vast majority of kitchens, these dimensions will be followed closely.   Standards for Upper Cabinets in Kitchens The upper wall cabinets in kitchens almost always are installed so the bottom edge of the cabinet is 54 inches above the floor. The reason for this is that 18 inches of clearance between base cabinets and uppers are regarded as the optimal working space, and with base cabinets generally 36 inches high (with countertop included) and 24 inches deep, upper cabinets beginning at 54 inches provides the desired 18-inch clearance.   These distances are shown to be ergonomically practical for anyone over 4 feet tall, and optimal for an average user 5 ft. 8 inches in height. With the standard upper cabinet 30 inches tall and 12 inches deep, a 5 ft. The 8-inch user will be able to reach all shelves without a step stool. Anyone shorter may need a step stoolor the assistance of a taller family memberto easily access upper shelves.   There are, of course, some exceptions to these standards. The specialty wall cabinets that fit above a refrigerator or range will be installed higher than other upper cabinets, and may also be deeper than the standard 12 inches.   Varying the Installation Heights These installation standards can be varied slightly to match the needs of users, although this is limited by the dimensions of stock cabinets. A family with members 5 ft. 5 inches or shorter might, for example, install base cabinets at 35 inches above the floor, then leave a 15-inch working space and install the upper cabinets starting at 50 inches above the floor rather than the normal 54 inches. A family with very tall members might install cabinets slightly higher for convenience. These small variations are within the accepted range, and will not dramatically affect sale potential of your home. However, you should be cautious about more glaring variations to normal design standards when customizing a kitchen, as it may make your house hard to sell in the future.   Handicap Accessible Kitchens More dramatic variation in height standards can be necessary for homes or apartments used by those with physical disabilities, such as people confined to wheelchairs. Special base cabinets may be purchased or built that are 34 inches or lower in height, and upper cabinets can be installed on the wall much lower than normal in order to allow wheelchair users to reach them easily A newer innovation is electrically operated cabinetry that raises and lowers the upper wall cabinets, making them easy to use for both physically challenged and physically able family members.

EnERGY WEDGES Lab Report Example | Topics and Well Written Essays - 500 words

EnERGY WEDGES - Lab Report Example Our group resorted to construction of an energy wedge, which we thought would be fit and endorsed by the whole world as a sufficient means of controlling carbon emission in the atmosphere by the years 2055. As a group, we opted for full implementation and use of renewable resources as the major and the cheapest means of energy production. The renewable sources coded with green color include the conservation of vegetation cover such as the forest. The trees and other vegetation cover absorb half of carbon produced by the atmosphere hence it is possible that if the vegetation cover is increased it can act as a means of controlling the amount of atmospheric carbon (UNEP, 2007). Other renewable source of energy includes use of wind as source of energy. Use of solar panels as a substitute for electricity is also a major way of reducing carbon as a source of energy. Others include soil cover, and use of bio-fuels. Our next energy wedge includes full use of nuclear power. I disagree with the group on this choice mainly because nuclear power faces poor political good will. Secondly, most of the countries always intend to use it as a weapon of mass destruction. The energy power is already designated using red color, which indicates danger. The next wedge included use of fossil fuel. I also disagree with the group based on their choice. The reason being this is not an immediate and easy way of cutting carbon emission in the atmosphere. I opt for efficient use of carbon energy sources in place of the use of biofuels. This is because it is already in use and it is easy to implement (Nesta, 2009). (Levy, A 2020 Low Carbon Economy) From the work sheet, it is evident that our energy wedge did not earn the interest of the taxpayers. This can be attributed by the use of nuclear power as a source of energy. The energy companies rated the energy wedges lowly for a reason

Marketing plan for topps tiles for 2009 Essay Example | Topics and Well Written Essays - 1500 words

Marketing plan for topps tiles for 2009 - Essay Example The additional spending it had made on a national level TV advertisement campaign coupled with the inflationary trends have resulted in the increased gross expenditure of 43 percent of the total revenue, while it was only 41 percent the last year. On the basic earning reported per share, the results showed a reduction of about 16.5 percent (Topps tile , 2007). But initiatives are being taken to position Topps tiles as the most favoured brand through different customer relationships initiatives, advertisements and also variety of social outreach programmes. The marketing plan for the Topp tiles have been prepared after a very careful analysis of current market position and anticipated growth for the current year. The plans would include all the possible stakeholders in the business of tiles. They are the customers, builders association in UK and also other business players targeting similar set of customer needs. The primary approach is to create a wide range of product choices that would make the customer with excellent choices and hence the purchase could be completed for the choice expected by them. The broad distribution of buyers are shown in the figure 1. Innovative strategies are adopted for the effective marketing of Topp tiles across U K and Holland. The emphasis would be on strengthening the existing customer base at the current sales locations and hence concentrate more to stabilize the leadership position in the tile segment. In one of the important plans proposed, the effort is given to motivate a buyer to have more purchases in the period even though the market studies have shown the prevailing tendency among the customers as to reduce the buying choices to the most minimum levels. Hence, it is to be planned that every prospective customer need to be motivated to have a higher volume of choices, which could

Catering Industry | Marketing Essay

Catering Industry | Marketing Essay Catering Industry is a very wide industry, it has been categorised in different food outlets which are based on the nature of the demand, availability of place, availability of raw material and size of the organization. The catering industry has got different natures of outlets and catering can be organized at customers place. The following are some of the catering establishments: 1.1. Restaurant: The major known food outlet is a restaurant. A restaurant can be a part of the hotel or can be stand alone. A restaurant is an establishment that serves the customers with prepared food and beverages to order, to be consumed on the premises. The term restaurant includes a diversity of different venues and a diversity of styles of cuisines. Different Restaurants have got their own quality or nature of work. A restaurant can be a speciality restaurant or multi-cuisine, Fast food or may have got other nature. Typically a hotel, where the food items are provided for the convenience of the residents and for the hotel to maximize their potential revenue, such restaurants are often open to non-residents also (Lundburg D.E.1985). 1.2. Transport Catering: Transport Catering is the second widest class if catering. After restaurants, Transport catering is the catering which caters for most of the customers. Transport catering includes an airline catering, Railway catering, Ship catering etc. Serving the food and beverages to passengers, before, during and after a journey on trains, aircraft and ships and in buses or private vehicles is called as transport catering. Different transport caterings have got different nature. Sometimes transport catering services are to be offered to the general public who lives near to the surrounding of the service provider. The major forms of modern day transport catering are airline-catering, railways catering, ship catering and surface catering in coaches or buses which operate on long distance routes (Lawson F., 1994). 1.2.1. Airline Catering: Airline catering is the most expensive and important catering segment. Airline catering includes to provide food and beverages to the customer who are travelling by aircraft and restaurants situated in the airport area. In new era latest airports have a variety of food and beverage outlets to cater to the increasing number of air passengers. Catering to passengers en route is normally contracted out to a flight catering unit of a reputed hotel or to a catering contractor or to the catering unit operated by the airline itself as an independent entity (Jones P., 1995). 1.2.2. Railway Catering: Another segment of the transport catering is railway catering. It is basically includes; catering to railway passengers at the time of running journey as well as during halts at different railway stations is called railway catering. Long journey, especially travelling by train for long distances is sometimes exhausting; consequently a regular supply of variety of different refreshment (Food and Beverages) choices facilitates to make the journey less monotonous. On-board meal services are also provided on long distance trains (Kocher E M., 1960). 1.2.3. Ship Catering: This is once again another segment of the transport catering. Catering to the cargo crew and ship passengers is called Ship Catering. It includes providing the excellent services to both the internal customers and external customers. All the royal ships have kitchens and different kind of the restaurants on board these restaurants serves both A la Carte and Table Dhà ´te menus. The quality of service and facilities offered depends on the class of the ship and the price the passengers are willing to pay. There are cruises to suit every pocket. They range from room service and cocktail bars to speciality dining restaurants (International Labour Office, 1946). 1.3. Surface Catering: Surface Catering is stated to the catering outlets; which caters to passengers travelling by surface transport such as buses and private vehicles. This kind of the organizations are generally situated near to the bus terminals or may be near to the highways. There are different criteria for the entrepreneurship for these organizations, these establishments are owned by government or could be owned by the private owners. There is positive growth has been noticed in a survey by the United Kingdom government for this kind of the organizations. Of late there has been a growing popularity of Punjabi style eateries called dhabas on the highways (Banerjee S.C., 2000). 2. Types of Catering: Catering Industry is one of the major industries worldwide. The catering industry has segmented in to different- different diminutive sub industries but there are two major types of catering On premises and Off premises catering. These two types of caterings can be stated as large scale and small scale catering. On-premise catering for any function includes banquet, reception, or event that is held on the premise of the organization or provision that is organize or supporting the function. On-premise catering is totally different from off-premise catering, in the off premise catering; function takes place in a secluded location, such as a customers home, in the garden, in any event , or may be in the parking area, and the staff, food, and decor must be transported to the secluded location. In the off premise catering most of the times food is prepared in the central kitchen or may be in the main kitchen and after preparation this food is delivers to the different outlets that is clients location. Part or all of the production of food may be executed or finished at the location of the event (Buttle F., 1996). There are different statements about the categorizations of the catering industry. Catering can also be divided in other segments as public catering and corporate / business catering. Social or public catering includes such events as weddings, bar and get together, high school meeting, birthday parties, and charity events or may be sports related events. Business catering includes such events as association conventions and meetings, civic or community meetings, corporate sales or stockholder meetings, recognition banquets, new product commencing, training camps may be educational or work, provider and consumer meeting, service awards banquets, and entertaining in hospitality collection (Buttle F., 1996). 2.1. On-Premise Catering: As On premise catering is the most important catering because, basically in the On premise catering all the arrangement of the services and function done by the organizations itself. For example, a caterer within a food and beverage organization will prepare and cater all of the needs of the customer without taking any food or services out of the competence of the organization. In United Kingdom there are many catering organizations have particular rooms on-premise to give the services to the private-party function. A big catering organization could have a layout specially designed and separated in more than one dining room and attached to a centralized industrial food production kitchen. These different dining rooms may be available at the same time to maintain the operations in the outlet and for stipulation and brim over seating. In addition, these dinning rooms can be used and rented for the private party such as wedding, get together or birthday party celebration and may require their own specialized service and menu options. Other examples of on-premise catering include hospital catering, school, college catering (Shock P. J. et al. 2001). 2.2. Off Premises Catering: Off Premise catering is the segment of the catering; in which service is provided to the customer outside of the organization which may be away from the base catering unit. There is one instance of a food production facility which is a self-supporting commissary kitchen unit used exclusively for the preparation of meal which is to be delivered at other places. Other examples of production facilities include, but are not limited to, hotel, restaurant, and club kitchens. In most cases there is no existing kitchen facility at the location where the food is served. Caterers provide single-event foodservice, but not all caterers are created equal. Off Premise Catering is basically separated as three different categories: Party Food Caterers: Party Food caterers basically supply the food and drink items for a particular event. Party food caterers believe in the last minute preparation, they leave semi cooked food and leave any last-minute preparation, plus service and cleanup, to others. Hot Buffet Caterers: It is basically called as distance cooking in which hot buffet caterers provide hot foods to the pre arranged function, that are delivered from their commissaries in insulated containers. Hot Buffet Caterers sometimes send their contracted staff for serving the food and take the extra charges from the contractor. Full-Service Caterers: Full service caterers believe in both of the menus, A la Carte and Table Dhà ´te menu. They also arrange contracted staff for serving food at the event, and all the necessary catering concern utensils and equipments which are chinaware, different glasses for different uses, crockery, cutleries, tables and seating, tents, and so on. They can arrange for other services, like interior and music, as well. In brief, a full-service caterer can plan and execute an entire event, not just the food for it. (Shock P. J. et al. 2001). There are some other sub-divisions of catering industry which are as follows: 2.3. Outdoor Catering: Outdoor catering is the division of the catering industry. Basically outdoor catering comprises the stipulation of food and beverages away from home and indoor catering establishments. Venue for the outdoor catering may be different as per the customers choice. In new era most of the 5 star hotels, restaurants and different catering organizations trying to fulfil this growing demand. There are choices in the menu and set up for the event could be different depend on the customers willing to spend money. Outdoor catering includes catering for functions such as weddings; get together parties, birthday parties and conventions. 2.4. Retail Store Catering: In the United Kingdom market some big retail stores, are facilitating the additional facilities apart of their primary business. These stores keep the facility of dinning. Basically retail store catering develops when large departmental stores wants to facilitate their customers by provide food and beverages in the stores. These stores treat their customers as a part of their retailing perception. It is not convenient for the customers to take a break from shopping, to have some food and drinks at a different location and it can consume customers valuable time as well. Thus provoke the need for some sort of a dining facility in the retail store itself. This style of catering is becoming more popular and varied nowadays (Nystrom P H., 2009). 2.5. Club Catering: Club Catering is basically to facilitates the club members in terms of Food and Beverage. This type of catering includes a limited numbers of the consumers basically who are a part of the club. Here are some instances of clubs for people with similar interests are turf clubs, golf clubs, cricket clubs etc. In these kinds of clubs; quality of the food and beverages tend to be high and the services provides is good standard. With in the high quality of environment prices of the menu keep really low as compared to the big catering organizations. Night clubs are generally located in big cities that have a high class population. They offer entertainment with good food and expensive drinks (Loader G., 1974). 2.6. Welfare Catering: The Welfare Catering is basically the service of the food and beverages to the peoples as the communal responsibility determined by the acknowledge authority. This grew out of the welfare state concept, prevalent in western countries. The Welfare Catering includes providing food and beverages in the hospitals, Government schools, colleges, the armed forces and prisons (Loader G., 1974). 2.7. Industrial Catering: The Industrial Catering is the provision of service of food and beverages to the people who are working in industries and factories at highly subsidised rates. The criteria of service of industrial catering is quiet different depends on the nature of the organization. It is based on the assumption that better fed employees at concessional rates are happy and more productive. In the organizations where number of employees is really high may be undertaken by the management itself, or a contract can be established with the professional caterers. Depending on the choice of the menu suggested by the management, catering contractors undertake to feed the workforce for a fixed period of time at a predetermined price (Coates D.S., 1971). 2.8. Leisure-Linked Catering: This type of catering refers to the provision of food and beverages to people engaged in rest and recreation activities. Basically this type of catering includes the selling of food and beverages, refreshments through different cut outs and stands at theme parks, big exhibitions, photo galleries or entertainment places such as live theatres and cinema halls and so on. As the leisure and tourism spreading widely, the increase in the availability of leisure time and big payouts by employers for leisure activities has made it a very profitable form of catering (Heyward P., 2002). 3. Menu: For the Catering Industry a menu is the list of dishes which are ready for service or available food or beverage items for the customers to select from. The food items which are available for the customers to choose from are divided in to different categories. This depends on the time of meal taken or the particular event. The assemblage of a menu is the most important part of a caterers work. Menu Planning considered as an art which can be obtained by the time spending, experience and study. The menu is a link between the customer and the catering organization. A menu for an organization should be carefully considered and then planned by the establishments professionals, namely the food and beverage manager, the executive chef, and the food and beverage controller (Cousins J., 2002). The word menu came in consideration dates back to 1718, but the provision of planning and developing such a food and beverages list is much older. In the early times, the escriteau (bill of fare) or menu of traditional meals was displayed on one of the wall with the instruction for the kitchen staff to follow the order in which dishes to be served. In the old era it is said that, menus were maintained as a big glossary with different sections covering a diversity of dishes. As time passed the lengthy single copy menu became smaller but increased in number allowing a number of copies placed in table increased. Depending on the establishment and the occasion, the menu may be plain or artistic in its presentation (Davis B et al., 1998). 3.1 Types of Menu: In a restaurant, there are two different types of menus which are differentiated by the manner in which they are served and priced. A menu may be a la carte or table dhà ´te. 3.1.1. A La Carte Menu: An A La Carte Menu, is a multiple choice menu, with each dish priced separately. If a guest wishes to place an order, an a la carte is offered, from which one can choose the items one wants to eat. Traditionally, the original menus that offered consumers choices were prepared on a small chalkboard, a la carte in French; so foods chosen from a bill of fare are described as à   la carte, according to the board. In an a la carte menu all items are cooked to order including the sauces that are made with wine, cream or mustard. Depending on the dish chosen by the guest, the cooking time will vary. It is necessary to inform the guests about the time the preparation might take. An extensive a la carte menu is impressive but involves a huge amount of mise-en-place. 3.1.2. Table Dhà ´te Table dhà ´te is a French phrase which literally means hosts table. It is used to indicate a fixed menu where multi-course meals with limited choices are charged at a fixed price. Such a menu may also be called prix fixe (fixed price). It usually includes three or five courses meal available at a fixed price. It is also referred to as a fixed menu. Because the menu is set, the cutlery on the table may also already be set for all of the courses, with the first course cutlery on the outside, working in towards the plate as the courses progress. In olden days, when the inns or dining establishments offering a limited choice in the menu was not preferred by the guests, they started offering an a la carte menu for guests to select the type of food they wanted to eat. Fixed menus or table dhote menus are still used in various forms such as buffet menus, conference packages and on special occasions. A table dhote menu comprises a complete meal at a predetermined price. It is sometimes prin ted on a menu card or as in the case of banquets, it is agreed upon by the host of the party. A banquet style of fixed menu has more elaborate choices ranging from the soup to the dessert. For the banquets, the hosts invariably fix or select the menu in consultation with the hotel staff in advance. Most of the banquet food served in India is normally of Indian food. For this, a printed format offering a choice of vegetarian and non-vegetarian dishes is prepared, from which the guests make their choice. Western style fixed menus normally provide the choice of a starter or soup, a main course, and finally a dessert. In each course there could be a choice of dishes to suit the tastes of individual guests. Table dhote menus should be well planned and balanced. As the guest is not given a chance to plan his own meal, the meal should be interesting, without any similarity in the colour and taste of the courses as well as being palatable, delicious and well presented. If the main course is heavy, then the first course should be lighter, and act as an appetite stimulant for the courses to follow. Dishes that are heavy and hard to digest should be avoided. The colour, varieties of ingredients used, and the garnishes should, if possible, be different for each course. Fixed menus are prevalent in transport catering which include air, rail, and sea passengers. The guests have a variety of fixed or table dhote menus, with virtually no choice offered to the passengers (except the first class air passengers). Cruise liners may have elaborate fixed menus with multiple choices built into each course. 4. Menu Formats: Menus are also presented in different formats. Menus are not always printed on heavy paper and handed to the customer. Another popular format is the tabletop menu. This type of menu is oftentimes referred to as a table-top display or a table tent. It is used primarily to promote your money makers. The problem seems to be that guests dont usually read them. Or, if they do, they usually read them after they have given their orders to the server (John A. Drysdale, 1997) There is also the menu board or chalkboard. Think of this as a tabletop menu on steroids. A menu board is necessary if you operate a quick service facility and may also be required if you have a separate take-out area in your full-service restaurant. The chalkboard is popular in restaurants that wish to convey a European image. Like the typical table tent, though, guests usually dont read them completely until after they put in their orders. Some restaurants offer verbal menus. Many properties have their servers recite the food specials of the day at tableside. We prefer a printed menu insert instead of the time-consuming speech. Guests are usually chatting away and arent always eager to sit still long enough to hear the full spiel. Restaurants that offer interactive menus allow guests to mix and match their orders. For instance, in some Italian restaurants guests can select the type of pasta they want, the type of sauce, and so on (Lewis, 2002). You also might see this with some bingo catering menus. These menus have several lists of food and beverage items. Eventually he or she ends up with a personalized menu for the event. Some restaurants use wireless technology (WIFI) to display their wine lists. Sometimes a computer terminal is installed at each table. Or the floor manager brings a laptop to the table. Guests can interact, for example, by entering their desired entrees into the system and waiting for the computer to make wine suggestions. Another format is the chefs menu. This is the one you spring on people who dont want to see a menu (Lewis, 2002). They say, Let the chef order for me. There are three ways to go: You can ask the customer to give you some advance notice about what he or she wants, and then have those things ready upon arrival; you let the guest decide, or you can select items from your current menu(s). A third alternative is for you to put something unique together, something that doesnt appear on the regular menu(s). A potential downside of options 1 and 3 is you have to price them quickly; you need to know your numbers, as the bookkeeper may not be around. And you would need to know if you have enough food items and the right wines to pair with them, or if you have to make a special run to the vendor in order to get what you need Jack (Lewis, 2002). 5. Menu Planning: Menu is the statement of food and beverage items available or provided by food establishments primarily based on consumer demand and designed to achieve organizational objectives. It represents the focal point around which components of food service systems are based. The menu is designed carefully what the outlet wants to cater for, keeping in mind the type of clientele. The main advantage of a well-planned menu is that it leads to consumer satisfaction. It also helps to motivate the employees for a responsible and successful service. A successful menu depends upon composition-the right combination of foods, prepared perfectly, to the entire satisfaction of the customer. So claimed Antonin Careme (1784-1833), the French chef who is considered the founder of classical cuisine. Menu is a document that controls and directs an outlets operations and is considered the prime selling instrument of the restaurant (Johns P., 1988). Menu planning is the back bone of the catering industry. Menu planning gives the basic idea of the activities which are to be done for operation in any catering premises. This operation in the establishment means front office operation and back office operation. Menu planning in an organization depends on so many different factors which results different activities in the organization. Menu planning starts with the nature of the organization means it may be a restaurant or out door catering. So the nature of the work decides the clientele in the organization, their choices availability of the food raw material (Lockwood A., 1994). 5.1. Points to be considered while planning the menu: When planning the food and beverage for any event, its important for event planners to consider several not-so-obvious catering menu planning items to help ensure a successful program. Consider the following when planning your menu: 5.1.1. Knowledge of the Guest Profile: A menu planning Manager / Executive must have good knowledge about the Guest profile of the organization. What is the profile of the guests being invited to the event? For example, most business people attend many events throughout the year, and the phrase rubber chicken circuit is common among political, business and fundraising circles (and others). To prevent your event from having this description, consider the following: The professional level of your guest. The frequency your guest attends similar events. The location where guests reside. The ethnic background of your guests. 5.1.2. Knowledge of the Guests preference: For good menu planning and good customer service it is really important to understand the profile of the guest, this allows the event planner to begin considering what menu options to offer. These are some of the points which can help an event manager to serve the best food and service to the guest. Points are as follows: Old age people dont like more spicy food so it is really good to serve them mild spicy food. Attendees concerned about health may prefer more seafood and vegetables options. Younger or middle-aged guests may prefer spicier, more adventurous meals. The idea here is to consider what your guests will enjoy the most based on the type of event you are planning. 5.1.3. Provide Menu Choices: Anyone planning an event should offer several choices so that all guests will be pleased with whats available. Some general guidelines: Offer at least two choices of entrees (three is better). Offer three or more salad dressing options. Serve all condiments on the side. Offer two dessert options: one very indulgent, one healthy. 5.1.4. Incorporate Seasonal and Fresh Items: When selecting the menu, the time of year should play a large factor in determining food and beverage. Take into consideration which items are in season for spring or winter menus. Another important factor is to consider the region or location of the event and popular food items from the area. Incorporate fresh seafood or regionally grown produce. 5.1.5. Select a Menu that Fits the Event Schedule Sometimes the clock will be the greatest guide to determining Table dhote menu for an event. Some examples: Box lunches are best if you have 30 minutes or on the go. Plated meals usually requires at least 1.5 hours. Buffets may be finished in about 1 hour. Cocktail receptions require a minimum of 1 hour before dinner. Working breakfasts or lunches should incorporate menu items that can hold up for longer periods of time than others. 5.1.6. Anticipate Special Needs Before any event, it is critical for an event planner to find out if any of the guests have a special need so that the catering manager can address those needs prior to the event. Considerations include: Food allergies Religious requirements Dietary restrictions 5.1.7. Allow for a Comfortable Room Setup Choose the appropriate room layout that supports your event objectives. If youre serving a meal, the tables will be filled with used dishes and glassware, in addition to binders, notepads and pens. Thats why its important to choose the best room setup, and allow space for people to move. Examples: Boardroom setup should be for a maximum of 15 guests. U-shape and rectangle table layout to promote discussion. Class room style is great for a presentation. Banquet style promotes small group discussions. Regardless of the setup, allow for people to spread out. Tip: Setup for 8 in a 10 person banquet table. 5.1.8. Create Ethnic or Regional Menus Im a huge fan of planning events that have ethnic-specific themes. This allows an event planner and the executive chef to work together to bring region-specific and international foods into your event, and this will definitely please guests. Common ethnic catering includes the following: Asian/Chinese/Japanese French German Greek Italian Mexican Middle Eastern 5.1.9. Consider the Final Presentation of Food and Beverage We eat with our eyes and our nose before tasting it. Whether its served plated or buffet, a catered meal should visually colorful and fragrant. Therefore, the presentation of food should make your guests want to eat it. This means linens and decorations that complement the theme of the meal. If it doesnt look good and smell good, your guests will not be happy. Importance of menu planning: Good planning can make a huge difference! The menu influences almost every aspect of the food service operation, from what foods are purchased and how they are prepared, to whether or not meals are popular with the children (Lillicrap D. Et al. 2006). When planning the food and beverage for any event, its important for event planners to consider several not-so-obvious catering menu planning items to help ensure a successful program. Menu planning is basically includes the preferences of guests and the preferences of the owner as well like what the owner can spend and what kind of margin he is looking for. According to Dennis L. 1999, we can include some of the points during the Menu Planning consideration: Know the Guest profile Know the guests preferences Provide Menu choice Incorporate seasonal and fresh items Select a menu that fits the event schedule Anticipates special needs Allow for a comfortable room setup Create Ethnic or Regional menu Consider the final presentation of food and beverage Principles of menu planning: Basic Principles Cold and warm dishes are listed separately. Appetizers, soups, seafood and main courses are listed in separate groups. In every group the lighter dishes are listed before the richer ones. Salads should be highlighted. If offered, low-calorie foods should be specially indicated, and the number of calories should be stated. If foods are prepared with organically grown ingredients, this fact should be highlighted to the discriminating customer. Every dish should be described clearly and simply, in an appetizing way, without being too flowery. House specialties and seasonal items should correspond to the season and should change accordingly. Use a clip-on menu or special insert to attract attention to them. The dessert selection should be listed on a separate attractive card. The menu should inform the guests that such a card is available. The numbering of menu items can save time and confusion, especially with many of the new computerized cash registers. Numbering, however, discourages communication between guests and the service staff and thus does not help promote sales. For an easy compromise, place one numbered menu at the register or where orders are relayed to the kitchen so that one can punch in the guests order by number; the guest, however, orders the actual foods with words, not numbers. According to Larry, 1999 the five basic menu planning principles are: 1. Strive for balance. 2. Emphasize variety. 3. Add contrast. 4. Think about color. 5. Consider eye appeal. In many cases, especially in restaurants, serving haute cuisine, the part or table dhote menu is beautifully handwritten to emphasize the traditional character of the restaurant. In less fancy restaurants, a modern variant that is similar but simpler is often used: the blackboard, on which are written recommendations concerning the days specialties. In general, however, the table dhote or a part menu, which changes daily or cyclically, is prepared in-house (on a typewriter or computer) and duplicated as necessa Aldis International Strategic Management | Analysis Aldis International Strategic Management | Analysis Introduction Consumption plays a vital role in economic activities. In most developed countries, personal or household consumption takes up about 60% in GDPà ¯Ã‚ ¼Ã‹â€ OECD,2008à ¯Ã‚ ¼Ã¢â‚¬ °, of which retailing industry is often proven to be the most important industry. Recently, due to the economic growth, employment improvement, and favorable tax policies, retailing industry has the chance to develop in a more comfortable environment. According to statistics from Planet Retail, a Consultancy Organization for Retail Industry, in recent years, world retail industry has made a considerably fast development with a sales increase of 8.4% and 6.7% in 2005 and 2006 respectively(Network,2006à ¯Ã‚ ¼Ã¢â‚¬ °. Although the environment is good for retail industry, the intensity of competitiveness is also stronger ever than before. Many super large retailing corporations, such as Wal-Mart, Carrefour are competing for expanding and dominating both domestic and overseas market by implementing every strateg y. Aldi, as a hard-discount retailer is very small and simple compared to those Wal-Mart or Carrefour regarding its sell items, store occupancy etc. However, Aldi has survived in this competitive retailing market and become one of the reputable retailers which could contend with other large retailing corporations. Therefore, based on Aldi in Australia, this article will analyze the Aldis business strategy and its management which contribute to its great success. Also the article will give an analysis of Aldis capability of competitiveness in terms of its internal and external environment. Brief introduction of Aldi Aldi is an international hard-discount supermarket chain which was established in 1946 by the brothers Theo and Karl Albrecht in Germany, has grown rapidly in the years characterized by low price (Mcloughlin and Aaker, 2010). By the end of 2003, Aldi has developed into one of the biggest retailers in the world with more than 7000 stores around the world and created an estimated annual turnover of 36.2 billion Euros. The first Aldi store opened in Australia in Sydney in January 2001. After making huge profits out of the first store, 72 additional stores were opened in other different areas in 2004. It was predicted that Aldi would run more than 300 stores in Australia by 2010. Business strategy applied in Aldi Strategic management is the ongoing process which enterprises apply to establish their visions and analyze their external environment and internal environment, thus to choose one or more strategies to adopt to create value for customers and benefit other stakeholders (Ireland, Hoskisson and Hitt, 2008). Any corporation should set its overall corporative strategy to define what the organization is doing and where the organization wants to be in the future. Business strategy is one essential part of the companys overall corporate strategy. To be successful in the competitive market, managers must develop and execute an effective business strategy to promote its products in the market and account for a big market share. The business strategy concept implemented by Aldi can be regarded as very simple but effective. Aldis core business concept is to reduce cost in every way. Although both Aldi and Wal-Mart are the successful retailers by adopting cost reduction strategy, Aldi is very diff erent from Wal-Mart with regard to its method of implementation. Aldi is featured with high efficiency of operation and management based on the cost-reduction principle. All Aldis stores in the world are characterized by simple design and decoration thus to minimize the cost. Aldis cost-saving method is reflected through the followings: Compared to Wal-Mart, generally each Aldi store occupies only 750 square meters which can greatly cut down the rent and expenses of water and electricity consumption. Limited number of good-quality products for selling in the stores to save the expenses of shelves. A typical Aldi store only sells about 700 products which is less but able to satisfy the dairy necessities (Pradhan, 2010). The grocery structure saves the logistic cost greatly and enables Aldi the absolute advantages of negotiating to suppliers with respect to the quality control and price. Employee strategy: Aldi usually employs four or five employee for one store compared 15 employees at a standard supermarket. Although Aldi pays more to its employees but it have eventually reduced the employee cost. Simple promotion method: compared to Wal-Mart or Carrefour, Aldi never does advertising or public relations. Aldi holds the view of saving the cost for benefiting the customers because all the expenses related to the PR or marketing are all paid by customers. Another business strategy attached to Aldi is its good-quality assurance. Hard-discount is the most important feature of Aldi stores, but the low price is not based on the sacrifice of products quality. By contraries, Aldi always persist in providing customers with goods with the same quality of other supermarket but a relatively low price. In addition, Aldi has its own brands ranging from cookies to diaper and the quality is controlled very strictly. One of Aldis business strategies is emphasize the cooperation with suppliers and control the quality strictly. When Aldi purchases commodities from suppliers, Aldi puts forward its quality requirements and employ a third inspection organization besides the inspectors of Aldis company to conduct a strict inspection on the commodities. Whenever unqualified commodity is found, Aldi will not consider to cooperate with this supplier. Aldis business strategy is also based on the customers-orientation concept. Aldi focuses the needs of customers and pay much attention to develop customers loyalty. Aldi considers from the perspective of customers and provides customers with practical benefits. Aldi never applies the promotion ways of tying or wholesale which appear to give consumers the favorable benefits but actually ignore the needs of certain consumer groups. In addition, Aldi ensure the price of every commodity is the same despite the stores are located in different or remote places, therefore consumers should never worry the price difference case will happen. Another success secret of Aldi is that Aldi takes a slow step to expand the market. Aldi will open a trial store and analyze the profits before it launch other stores in that area. Meanwhile, Aldi uses decentralization management strategy. For example, Aldi North may sell more products than the Aldi South. The two companies maintain communication quite well, so that they are able to learn from each others managing experiences. Aldis success also can not separate from its strategy of Human Resources. Aldi attaches importance to the exploitation and development of HR. All managers and employees are well-trained about the knowledge of Aldis concepts before getting started in Aldi. Analysis of Aldis competitive environment in Australia Although Aldi expands very fast in Australia during the last years, it also faces challenges and competition from the local retailers in Australia, such as Woolworths and Coles Myer which are considered as the major rivalries in food retail industry. To analyze how Aldi can survive from this intense competition, it is very necessary to discuss both internal and external environment lying in Aldi Corporation. As the food retail industry develops very fast, some other large global retail players will probably enter in Australian market, such as Wal-Mart (US largest retailer) or Tesco (UKs largest retailer) and Lidl (another Germany retailer). Therefore the competition will become more and more intense ever than before as many retailers also prefer to adopt price strategy. Internal analysis of AldiStrengths and weakness For an organizations development in the competitive environment, it is essential for the organization to conduct internal analysis of its organization. A comprehensive internal analysis will provide management with a detailed understanding of the business, how effective its current strategies are and how effectively it has deployed its resources in support of its strategies (Campbell, Stonehouse and Houston, 2002). By executing internal analysis, a company will know their unique resources, capabilities, and competencies. In a word, by studying internal analysis, a company will identify what the can do. In Aldi case, it is oblivious that Aldis biggest strength in combating with other local retailers in Australia is its good-quality and low-price strategy. As mentioned in the previous part, Aldi stores offer customers with good quality commodities at a relatively lower price than in other retail stores. Aldi maintains to manufacture 90% of its commodities tagged with its own brand which are exclusively sold in its stores, which attracts customers. Meanwhile, the quality is ensured in this way. Aldi is a famous brand in Germany ranked as the third best corporate brand, which will accelerate its recognition by customers(RiesenbeckPerrey,2009). Aldi always persists in its management and business principles which seldom have been changed. It can be regarded both good and bad for the development of the organization. As we know the outside environment is changing everyday and peoples thinking is changing, so the Aldi should probably think about change some of the principles to acclimatize itself to the changeable environment in order to get better development. External analysis of Aldi-Threats and Opportunities External analysis is one of the strategic management processes in terms of analyzing the organizations external operating environment. The purpose of external analysis is to examine the strategic opportunities and threats in the organizations operating environment which will affect how it pursue its mission (Hill and Jones, 2009). External environment analysis requires analyzing the overall environment of the industry which the business operates in (is it good or bad for developing in the industry? What is the current macro environment of the industry?). By studying the external environment, firms can identify what are the opportunities and threats for its operation in the market and will know what they might choose to do. The macro environment of retailing industry is very prosperous because the daily consuming commodities are essential in peoples life. In Australia, the situation is the same; peoples consumption of the general stuff for food and household products is increasing as well. Therefore there is great increasing market in terms of retailing sectors, which contributes to a great development chance for all retailers including Aldi. Some prediction shows Aldi will continue to expand more market in Australia with more than 300 stores and capture 10 percent of the Australian packaged grocery dollar market by 2010. Meanwhile, as the development of globalization, Aldi could also have chance to enter into other overseas market such as China or other Asian countries. There is a great potential in these markets. As Aldi is very confident for its expansion plan in Australia, Aldi still faces the coming threats from its local existing rivalries and oncoming large retail competitors. The threat first co mes from the price competition from other local retailers. As the competition between retailers is becoming more and more intense, the local retailers also play price strategy as low-price offers for certain products. Other threat for Aldi comes from the potential entrants of other worlds largest retailers, like mentioned in the above, Wal-Mart, Tesco and Lidl. Once these largest retail players move into Australia, Aldi will have to face combat not only with the domestic retailers but also have to survive from the competition with these largest players. Conclusions In conclusion, Aldi is very successful in the retailing industry and famous for its unique operation styles in terms of its concept of running small-quantity products and cost-saving strategy and hard-discount strategy to attract buyers. Aldi is very wise in its expansion strategy, it never risk to expand to open another store unless it sees the previous store is making profits in that area. The concept of Aldi seems very simple which is centered at the customers and seeking for customers benefits. In this way, Aldi wins a lot of loyal consumers. However, despite these advantages Aldi has, the competition is cruel and Aldi may need to take further actions to combat with its rivalries. Recommendations After making analysis of Aldi case in terms of its business strategies and external and internal environment, two recommendations are made as to Aldis development in Australia: Although Aldi is competitive in some ways, it never changes its business strategy despite the external environment changes. Therefore, in my opinion, Aldi should make some changes regarding its business strategy and management to cope with the changeable market environment. As Aldi made profits from the 72 stores in Australia, Aldi should consider expanding market potential in other Australian states and territories before new rivalries move into Australia.