PS4 Situational Analysis Essay

Sony is a Japan based company that operates in over 180 countries worldwide. (Company Profile for Sony Corporation, 2011) Sony was co-founded by Masaru Ibuka and Aki Miruta in 1946 and since then has grown into an international multimillion dollar company (Sony Corporation, 2014). Ibuka and Miruta originally started out manufacturing measuring equipment (Sony Corporation, 2014), and have expanded into more complex technological solutions, such as laptops, gaming consoles, and communications devices. One product in particular is the PlayStation 4. The PS4 is the most recent of Sony’s gaming consoles and since its release at the end of 2013 has sold 7 million units (Plafke, 2013), raking in 45 billion dollars of revenue for Sony (n4g, 2014). The aim of this report is to assist Sony in identifying markets that they have the potential to enter. The report will include a situational analysis on Sony’s most recent product, the PlayStation 4. Through looking at the companyâ₠¬â„¢s current market, competitors and the external macro environment that has second hand effects on them. Furthermore, I will conduct a TOWS analysis, and then go on to make recommendations in relation to improving Sony’s corporate strategy. SITUATIONAL ANALYSIS: Market Analysis: The current market for technological goods and services is very high and will only rise in the future as consumers and other companies become more reliant on it for day to day use. Competitor Analysis: Sony has many different competitors because they are so diverse and have many different areas of technology in which they operate. An example of Product Competition is Microsoft, as they released their Xbox One just one month before the PS4 was released. They are in a similar price range, with the Xbox One selling for $750 and the PS4 selling for $650. Since the release of these gaming consoles last year, Sony and Microsoft have been neck in neck with sales volumes and profits, but it appears that overall Son has come out on top, with 7 Million units sold by March 2014 compared to the 6 Million sold by Microsoft. Another case of product competition is Samsung. Both Samsung and Sony produce innovative technology in the form of video solutions and televisions. Samsung’s strategy however, is to go for the  higher income consumers, while Sony targets the middle class. Sony has many competitors, but it handles them very well. Macro environmental Analysis: Political: A political factor that affects Sony is government law, and more specifically, minimum wage. This increases almost every year and causes Sony’s costs to increase. Sony also needs to take into account some of the substances they use to create their products. There are a couple of class 1 substances and several class 3 ones. The government in most countries have very strict laws about how to dispose the wastes. To comply with certain standards of operation, Sony bases its disposal of dangerous substances around the Japan’s pollutant Release and Transfer Register (Sony Corporation, 2014). Environmental: Despite being a large cooperation, Sony is very conscious of effects to the natural environment. The company Technological: Sony always tries to be at the front of technological change. This can be seen with their attempts to reduce the amount of resources in their products, epically the VAIO laptops. They recycle all of their wastes and their inputs largely come from recycled materials. Social: The social macro environment refers to how they relate to societal culture. This includes their employee and customer relations. In terms of employees, Sony has proven that they care about their staff, by providing them with numerous benefits such as health care. (Singh, 2010). Technological: This macro environmental factor can only be seen as an opportunity for Sony, as they are constantly creating new technological solutions and try to stay ahead of the curve. The company is often the one creating the newest technology, like in the case of the Walkman. (Sony Corporation, 2014). TOWS ANALYSIS: Threats: The main threat Sony faces is price competition from every angle of the market. The company is competing with Microsoft in the computer and gaming  consoles product area, then with Panasonic in the television and music department and with LG’s communications products. A second threat Sony faces relates to most of its production being in Japan. The company is susceptible to a fluctuating currency rate. For example the Japanese Yen has been steadily rising against both the US dollar and the Euro since November 2013 and experienced a 5% increase against the US dollar in December 2013. (OANDA, 2014). This made Sony’s imports to these countries from Japan seem relatively more expensive than products made locally. Another threat Sony faces is one relating to the specific product being discussed in this report. Recently the PS4 network was hacked, allowing users’ credit card details and other private information to be taken. (MacManus, 2012). Being vulnerable to attac ks from hackers is a very big threat for the Sony Corporation. Opportunities: The Sony brand has been given many opportunities. One of these is that Blu-ray is become increasingly more popular, which gives Sony the opportunity to make these players as cheaply and efficiently as they can. A second opportunity is their partnership with the big gaming franchise Fifa. This enhances Sony’s corporate value. Weaknesses: One weakness of the Sony Corporation is its location. Almost its entire manufacturing takes place in Japan, which means it is very far away from 60% of its other consumers. A second weakness is that the company’s revenue appears to be decreasing over the past several years, with revenues falling constantly by just under 20%. (Sony Global, 2012). Strengths: One strength of the Sony brand is that its name is very well established and is internationally known as a household brand name when it comes to technology. These deep roots allowed it to take 29th place at the InterBrands in 2009, (InterBrand, 2009) which means that comes to the mind of a potential consumer before a company competing for brand recognition. A second strength is that it is an internationally recognized company, with almost products and services available in almost 200 countries throughout the world. For example, Sony receives revenue from all over the world, for example, in the 2012 financial year the company received 18% of revenues  from the United States, 14% from Europe, 42% from Japan and 25% from other countries. (Sony Global, 2012). This example of market diversification is a strength to Sony’s cooperate strategy because it minimizes and even offsets impacts of adverse macro conditions (e.g. economical) that may occur in one region of operation. TARGET MARKETS: Sony’s overall target market is very broad. They aim their products at upper middle class people in developed countries. These people earn an average salary and Sony prices their products accordingly. The specific product I am researching, the PS4, has a slight more specific target market. This product is aimed at the younger generations, people under 30. Their marketing was directed towards â€Å"gamers in every sense of the word† (Placeholder2). RECOMMENDATIONS: One recommendation I would make to the Sony Corporation is to consider market development, where they sell their lower budget products in places like India. For example, Samsung sells their cheaper headsets in India because there is a high demand. If Sony did this they would increase their market share and gain a whole new chuck of consumers. BIBLIOGRAPHY Company Profile for Sony Corporation. (2011). Retrieved from in.reuters: http://in.reuters.com/finance/stocks/companyProfile?symbol=SNE.N InterBrand. (2009). InterBrands 2009. Retrieved from InterBrand: http://www.interbrand.com/en/ Joseph, S. (2013, November 18). Sony to Switch PS4 Marketing from low key to high impact. Retrieved from Marketing Week: http://www.marketingweek.co.uk/news/sony-to-switch-ps4-marketing-from-low-key-to-high-impact-in-2014/4008590.article MacManus, C. (2012, October 24). Sony’s PlayStation network hack. Retrieved from cnet.com: http://www.cnet.com/news/sonys-playstation-3-experiences-its-biggest-hack-yet/ n4g. (2014, March 28). PS4 reaches 7 million worldwide. Retrieved from n4g: http://n4g.com/news/1483878/ps4-reaches-7-million-worldwide-as-infamous-second-son-sells-a-million-at-launch OANDA. (2014). Historical Exchange Rates. Retrieved from OANDA: http://www.oanda.com/currency/historical-rates/ Plafke, J. (2013, November 28). PS4 sale make more pr ofit for AMD than Sony. Retrieved from geek.com:

Shangri-La Hotel and Resort

[pic] Prepared By: Yee Shan (Sarah) CHUNG, Yan Sin (Jessy) LI, Kim Sang (Anson) HO, Kit Yat (Donald) TAI Table of Contents 1. Introduction3 2. Summary of Macro Environment4 3. Summary of Industry Analysis8 4. Summary of Internal Analysis12 5. Gap Analysis14 6. Recommendations22 7. Appendices26 8. References52 1. Introduction Since the parent company, the Kuok Group, is established in 1949 and until 1979 the home-grown Shangri-La Hotel, Singapore, was opened its doors in 1971 and it was opened under the management of Western International Hotels.However, Shangri-La International Hotel Management Ltd was founded in 1982 and from that time until now, Shangri- La endeavoured through countless challenged from the Asian financial crisis to the outbreak of SARS in 2003 and a lot of other challenges, Shangri- La Hotels and Resorts (SLHR) recently was announced and located its properties premier city addresses and some of the world's most exotic destinations across Asia, Middle East, North Am erica and Europe. As of 2006, SLHR was the largest Asian – based deluxe hotel group in Southeast Asia.The company managed a total of 50 hotels under three brands: the five-star Shangri-La, the four-star Traders and Kerry – with total inventory of over 23000 rooms across 39 locations. Furthermore, SLHR also join the stock market of Hong Kong, Malaysia and Thailand. As of SLHR’ mission statement â€Å"To delight our guests every time by creating engaging experiences straight from our heart†, SLHR also produce new product differentiation such as Chinese theory spas which named the â€Å"Chi† in most of its organization.The success of SLHR does not stop there expanding its market or increase their inventory, but the management always concern its competitors who can bring the better product and service base on SLHR’s ones. SLHR management also requires having strategies for long term running the organization. The aim of this strategic analysis re port is to create vision for organization in future; by identifying and analysing the major macro-environmental trends which believe the major issues affect to the future growth of SLHR.The report also quickly examines the five forces within the industry analysis to rough idea the current effectiveness of the industry and also based on evidences to expect the future profitability of SLHR. Besides, to create the advantage competitive of SLHR, all of internal operations in term of resources and capabilities could inspect. Moreover, to have an overall the difference between the desired situation and the actual situation of SLHR, a gap analysis will be point out for bringing all analysis together and base on this analysis gap, organization will have an overall difference.Lastly, it is definitely not absent in this report will be a list of recommendations which help formulating for SLHR in relation to achieve to greater its position in all markets in the future. 2. Summary of Macro Envir onment Macro environment or PESTE analysis is the first step in creating the Environmental Analysis. The macro environment examines the general business climate as it relates to the organisation, but the organisation has nothing to do with it. It has an impact to influence Shangri-La Hotels by four different factors, such as Political or Legal, Economic, Socio-cultural, Technology and Environmental.These four factors had been analysed in the Appendix 1, which is based on the Shangri-La over the world. The Global economic has more negative factors that impact the Hotels, Global Financial Crisis nowadays is one of the big issues for most of the industries around the world, as it leads recession which will affect the finance of the countries or industries. Because of the Global Financial Crisis, the unemployment rate of some countries is still increasing in the beginning of 2012, such as Euro Area increased to 11%, Italy increased to 10. 0%, Spain and Greece has increased over 20%, but some of the countries are decreasing such as Japan, Thailand, Turkey and Hong Kong(Trade Economic, 2012). The unemployment rate is increasing because of the cost of labour is increasing as well which the current financial situation is not good enough to support. People are more concern on price or become price sensitive now because of global financial crisis, as they will think the product is worth with the listed price or not.Some of the countries had announced Carbon Tax scheme which will affect the hotels, as every organisations need to pay a certain amount for the carbon that they produced. These negative factors may leads the guests rarely go travel and stay in hotels because they have less income, as the net income of Shangri-La Hotels Group had decreased to $253. 0 million (Bloomberg Business Week, 2012). However, the Gross Domestic Product around the world is increasing while the inflation is decreasing in most of the countries. Same as the Economic factors, the Political a lso has more negative factors impact the hotels.Over 90% of the countries had established a legislation of minimum wages, the legislation is to prevent the employers when there is the intense market competition and they in order to save costs, at the same time the wages of the employees are unable to meet their basic needs. On the recent years, there are some conflict occurs between nations, for example, there was two attackers rammed a border post with a rubbish truck and threw two grenades, and then attacked policemen with knives in Kashgar, Beijing; and a roadside bomb explosion in Diwaniyah.The most recent hotel bombing is the Marriott Jakarta bombing in 2009 because of terrorism which leads at least 9 people killed and 50 people injured. For a hotel chain as Shangri-La, the properties are everywhere in the world, they need to prevent and consider about the location’s political issues before or after they take over or establish a new Shangri-La. On the other hand, some na tions have a legislation to control the people own arms or guns. But when the numbers of arms holding increase, the country and properties need to increase the insecurity as well (Shah, 2011).By having legislation of arms controlling is good for Shangri-La. As in 21st Century, everything is being high technology which means there are lots of new technology products invested and announced into the market such as 3D televisions and surrounding audio systems. When those products had announced to public, the guests may expect the hotels will have one of these products in house. Most of the technology factors are neither positive nor negative impact for Shangri-La, as the number of the internet users is increasing rapidly every year, nearly everyone will have at least one computer and smartphone.When most people have at least one technology product, some of the companies will start produce some up-to-date communication softwares and some new applications will announce to the sociality. B y the time when the number of internet users is increasing rapidly, Shangri-La can take advantages from that, as they can do marketing via internet, especially the social networks (e. g. Facebook, Twitter, Myspace). The guests can book a room via their official website or some travel agents website, and Shangri-La can announce the latest news on their official website and social networks for the guests to read.For the industry, the socio-cultural has average impact. As the population in the world is increasing which is good for all the industries, there are more consumers to consume their products. But at the same time, the fluctuating death rate is increasing which is the age population is increasing as well, because the medical technology has been improving year by year, the people will have longer life than the past. Most of the people will expect a better quality of life, such as for living and for travelling, they would like to have good experience on everything, especially on travelling and accommodation.Multi-cultural is a good for the business as well, because Shangri-La can adopt the culture and develops a different experience for the guests, for example, in India, Shangri-La can design an Indian style hotel to cater and adopt the environment to attract the guests to stay in. However, because of different culture and the religion of the culture, they need to understand and get known about these before they establish the hotel in a country or city. In addition, there are several environmental issues that affect the industry, for example, natural disasters will occur in some countries such as Earthquakes, Floods, Tsunamis and Hurricanes.Nowadays, natural disasters had become more serious and more often, because of the climate change within a decade and global warming, ozone depletion are caused primarily by increases in â€Å"greenhouse† gases as Carbon Dioxide. Due to the natural disasters and the global warming, the lands will be destroyed and lead land shortage. Land shortage will influence Shangri-La as there is no enough land for it to build new hotels, it can make them could not expand their business.While they building new hotels or running existed hotels, pollutions will be produced, for example, building new hotels will produce lots of dust and the lighting of running existed hotels as the light will open 24hours 7days. On the other hand, 3Rs policy has been announced as Reduce, Reuse and Recycle, the government encourages people to reuse and recycle the products that they used. According to Lincoln (2007) Shangri-La have a wide of environmentally friendly measures such as fitting all guestrooms with water saving device in taps and showers as well as using energy-saving lamps in more than half of the group’s guestrooms.For saving energy and resources, Shangri-La has variety of methods, as by rainwater harvesting, hot water production using solar panels or heat pumps and improvements in building envelope desi gn to reduce heat loss or heat gain as well as air filtration. Shangri-La also has several methods to reduce the greenhouse gases, such as through existing systems and processes, the use of new technologies and alternative energy sources and by building more efficient buildings. In summary, the luxury hotel industry has opportunities and threats associated with the macro environment. There is variety of positive, balanced and negative trends.There are still opportunities for reasonable growth in this industry despite the threats. 3. Summary of Industry Analysis Industry environment has a more direct effect on the firm’s strategic competitiveness and ability to earn above-average return as compare to the general environment (Misangyl et. al, 2006). Hitt et. al (2011, p. 51) mention â€Å"Industry analysis will be using the five forces model of competition such as the threats posed by new entrants, the power of suppliers, the power of buyers, product substitutes, and the inten sity of rivalry among competitors to understand the profitability potential within the industry†.The strength and interaction of the five competitive forces are what influence profit potential. This section will discuss about the industry analysis of hotel industry and a more detailed analysis can be seen in Appendix2. The threat of entrants in the hotel industry is not significant which leads to high industry profitability. New entrants need to have sufficient amount of budget in order to build and run the hotel such as require substantial upfront investment in building, specialized equipment, infrastructure and staffs.Products and services are easy to replicate in hotel industry, therefore, brand identity is the differentiator in the hotels. It is difficult for new entrants to gain access to the capital requirements needed to develop and build hotel. The industry’s incumbents have established relationships and experience, which enables them to achieve significant cost savings. In addition to brand loyalty and costs the new entrants must also contend with the probability of retaliation from the established hotels. The xisting businesses in the industry have a high degree of absolute cost advantages as they have built good relationship and trust between the suppliers and customers. The number of suppliers to the hotel industry is extremely high. The types of suppliers for hotels include construction suppliers, monopoly suppliers such as electricity, gas and water, furniture suppliers, linen and bedding suppliers, food suppliers, decor suppliers, appliance suppliers, uniform suppliers and most importantly then staffs. The suppliers have medium bargaining power which will affect the attractiveness and profitability of the industry.There is high concentration of suppliers. However, the majority of hotels have regional contracts with suppliers. This locks the hotel companies into using certain suppliers and creates switching costs. The volume being so ld to the industry is important to the raw materials sources suppliers and equipment manufacturers because hotels will purchase in bulk to operate the business. Contracted suppliers costs and employees’ costs are high because they are needed to work for the operation of the business. These suppliers have high bargaining power.However, they are unable to bargain and will make close to their best offer at the first opportunity in order to gain profit for their business. Differentiation of outputs from suppliers is necessary to deliver performance in order to be more profitable in the industry. Hotels and resorts are part of the accommodation in the lodging industry. Rooms are highly perishable products. There are other options to stay when the customers are away from home such as apartments, condos, cabins and town houses. Buyers have high bargaining power in choosing the accommodation that they would like to stay.Hotels can create differentiation strategy to add value to attra ct customers such as dealing with the pricing strategy, good customer services and provide up-to-date technology in the hotels. However, there is high concentration of buyers relative to the industry. There is very little threat of backward integration from the consumer due to the high costs of start up in the hotel industry. Hence, when the buyers have medium to high bargaining power, then the industry profitability will be low. Substitutes to the hotel industry have a high level of power which leads to low industry profitability.There are a lot of substitutes in the industry. Leisure customers have more alternatives when they travel overseas as well as business customers, they can plan whether to fly to a city in order to have meetings. Nowadays due to the advance technology invented, Internet helps the business people a lot. Business man can do video-conferencing in their own country without flying to other country. This helps the business to save a lot of money. In regards to le isure customers, they have more choices to choose such as staying in boutique hotels, motels, apartments, camping, cruise ships and even caravan.Substitutes gave greater power. The substitutes can provide similar services and products and providing better value for money which make economic sense for buyers to switch. The intensity of rivalry in the industry is medium to high which leads to low industry profitability. Hotel industry is in mature stage, there is no industry growth. With the increase of competitors such as the expansion of luxury Asian brand – Mandarin Oriental, it makes it difficult for the hotels in the industry to maximize its profit by strengthening its occupancy rates.The high cost of building, furnishing and servicing the hotels in the industry create high fixed costs and high exit barriers. This increases rivalry as they need to maximise profits to have significant returns on investment. It makes it difficult to withdraw from the industry and has to comp ete with other existing rivals. The level of diversity among the companies is medium because the majority of the hotels provide similar types of high quality service. Due to this reason, it is easy for buyers to switch from one competitor’s product to another.While there is great rivalry in this industry, there are opportunities for expansion into national and international markets. Moreover, there are many stakeholders involved and large dollar investments, thus, it involves high commitment from every members in the organisation. Overall, analysis of the five forces in hotel industry found out that hotel industry’s attractiveness is rated as medium-low in terms of the potential to earn adequate or superior returns.It is considered as a partly unattractive industry because it has low entry barriers, medium to strong bargaining position of suppliers and buyers, strong competitive threats from product substitutes and intense rivalry among competitors. 4. Summary of Inter nal Analysis Internal analysis is an analysis about the organisation itself, it finds out organisation resources and capabilities to create value to customers and identify area of weaknesses to be addressed by future strategic and evaluate core competencies (Evans, Campbell and Stonehouse, 2003).Acknowledging those resources and capabilities can understand company position and competitive advantage to achieve superior performance and profitability by strategic (Hill and Jones, 2012). Resources Tangible Shangri-la group comprises 110 hotels and resorts throughout Asia Pacific, North America, the Middle East and Europe. In future development more than 20 hotels and resorts will be built in variety countries. Revenue has growing up nearly a quarter from 2009 to 2010, US $1,729 million to US 2,145 million.But, Share of profit of associates of hotel operation total is 15. 0, and property rentals total is 47. 7. Intangible Shangri-la group has great reputation in public, goodwill value is US $84,504,000 in 2010, because create green image to public, ‘Sustainability’ is umbrella brand which has several action to reduce energy consumption, waste water and carbon dioxide emission. It shows the low turnover rate, this is because company pays respects, cares and aware their employee and provide work-life balance program to motivate staffs to work productively and efficiently.Capabilities It has strong human resource capabilities which is compare to others hotel property, the staff turnover rate is low, Shangri-la provide a series training to staff ensure reach service consistency that ensure meet the expectation of service quality, so this is the competitive advantage. The distribution channels are strongly developed, it has several internet distribution channels, e-commerce is the best way to deliver and receive information nowadays.However, the product differentiation, marketing and management are not strong enough to be core competencies. 5. Gap Analysis Macro-environment Business Strategy Gaps |Trend |Date of Impact |Business Strategy match or Mismatch | |Economic Growth in Asia |1-5 years |Match – Currently Shangri-La group is focusing on developing the | |(especially in China) | |market in China. |Euro economic crisis |1-5 years |Match – Europe is not an essential market segment for the Shangri-La | | | |group and does not have big influence on the hotel financial | | | |performance | |Increasing value of Chinese |Now and ongoing |Mismatch – As the exchange rate of RMB is getting higher, tourists | |RMB’s | |prefer going to other Asian countries while China is the main market | | | |for Shangri-La | |Green Awareness |Now and ongoing |Match – Shangri-La really makes an effort on sustainability, creating | | | |a green organisation image to the public and gaining goodwill from | | | |that. | |Use of Technology |Now and ongoing |Match – Shangri-La spends significant resources on network pro moting, | | | |for example customer can book a room through Shangri-La’s Facebook | |Diminishing Target Demographic |3-5 years |Mismatch – Even Shangri-La group has other brands like Traders and | |Segment | |Kerry, but the target market is also focusing on up-scale market. | Industry Environment Business Strategy Gaps Industry Environment Element |Opportunity of Threat |Effect on Industry Profitability |Business Strategy Consistency or | | | | |Inconsistency | |Suppliers |Natural |Average |Consistent | |Buyers |Threat |High |Consistent | |Threats of New Entrants |Opportunity |High |Limited Consistency | |Substitutes |Threat |High |Limited Consistency | |Rivalry |Threat |High |Consistent | |Government |Opportunity and threat |Various by Location |Some Consistency | |Complementors |Opportunity |Low |Limited Consistency | Key Competitor Business Strategy Gaps |Competitor | |Physical | |Brands | |Decision Making | |Values | | | ECONOMIC FACTOR |Recession |Negative | | | Global Finance Crisis, spend money discreetly (Shah, 2010). | | | | | | | |Good & Service Tax, spend more money in good (Kalia, 2010). |Negative | | | | | | |Some of the countries had announced Carbon Tax which increase | | | |expense (World News Australia, 2012). Negative | | | | | | |Gross Domestic Product is increasing which stimulate people spend | | | |in hospitality (The Economist Online, 2011). |Positive | | | | | | |People are more concern on price due to Global Financial Crisis | | | | |Negative | | |High Labour cost, especially in China grow up rapidly fast. | | | | | | |The inflation in most of the countries are decreasing , | | | |China still growing so fast (Global-Rates. com, 2012) |Negative | | | | | | |The unemployment rate in most of the countries are decreasing | | | |(Trading Economics, 2012) |Positive | | | | | | |Negative | | | |(China) | | | | | | | |Positive | |Overall Negative | |POLITICAL/LEGAL FACTOR |Around 90% of countries had established a l egislation of minimum |Negative | | |wages that increase labour cost extremely (Herr and Kazandziska, | | | |2011). | | | | | | |Conflict between nations, it is not safety for travelling that |Negative | | |influence hospitality industry (Global Conflict Map. com, 2011)( The | | | |World Bank, 2011). | | | | | | | |Arms control in some nations, limit import and export goods (Shah |Positive | | |2012).For instance, North Korea has strict control rules in | | | |hospitality industry. | | |Overall Negative | |TECHNOLOGICAL FACTOR |Growth of Internet with fast broadband can assists consumers to |Positive | | |search for rooms available via websites. They can make | | | |reservations easily which help the costs of industry’s marketing | | | |activities. | | | | | | |Communication software or technology improved every year such as |Positive | | |Facebook and Twitter are Social Medias for marketing. | | | | | | | |Many new technology products announced into the market, energy | Positive | | |saving light reduce pollution. For example, the installation of | | | |solar energy system in hotels which can help saving the budget of | | | |the company. | |Overall Positive | |SOCIO-CULTURAL FACTOR |Fluctuating Death Rate which mean age Population is increasing |Negative | | |(Population Reference Bureau, 2011). | | | | | | | |Expectations of service quality. Consumers now expect to get | | | |intangible experience and want to be recognized by the employees. Negative | | |As long as the industry keep up the standards with what the | | | |customers are expecting then it will bring positive effect to the | | | |industry. | | | | | | | |The number of population is increasing over the world; it | | | |increases the workforce and potential customer (Rosenberg, 2011). Positive | | | | | | |Multi-culture around the world, allow knowledge and technique | | | |exchange. | | | | |Positive | |Overall Balance | |ENVIRONMENTAL FACTOR |Greater awareness in global warming i ssues is a concern.Energy |Negative | | |consumption needs to be considered to reduce greenhouse gas. The | | | |most cost-effective greenhouse gas reductions can be made by using| | | |existing low technology in building insulation, lighting, | | | |air-conditioning and water heating systems and electricity standby| | | |(Enkvist et. al, 2007), (Fenger and Tjell, 2009). | | | | | | |Climate change (Shah, 2012) & Global Warming (National Geographic,| | | |2012). For example, mountainous areas reduce snow cover and winter| | | |tourism; southern areas decrease summer tourism period. |Negative | | | | | | |Water use management, reduce water use is a long-term strategic. | | |(Queensland Government, 2012) | | | | | | | |Waste disposal management, Use filters in deep fryers to extend | | | |the life of | | | |cooking oil or sale to driver(Lincoln, 2007) | | | |Indoor air quality, more countries forbid smoking in indoor than |Positive | | |last decade(Lincoln, 2007) | | | | | | | |3Rs (Reduce, Reuse, Recycle) reduce waste cost in daily operation. | | | |For instance, use mugs to instead of disposable cups (USA |Positive | | |Recycling Facility Service, 2012) | | | | | | | |Some countries may need to face the natural disasters, e. g. | | | |Earthquake, Tsunami, and Hurricane (Shah, 2011). Negative | | | | | | |Land Shortage in nations, less land available, so the cost of land| | | |is become expensive. For example, rise around 9% of the total |Positive | | |property price, since 2001 in Australia (Hopkins, 2012),(Asia for | | | |Educators, 2009), (Your Investment Property, 2012). | | | | | | | |Negative | | | | | | | | | | | |Negative | |Overall Negative | 2. Industry Analysis |Forces |Issues |Impact | |Threats of new |Economies of scale |Medium | |entrants |New entrants need to have a certain large-scale production and huge finance because | | | |hotel industry requires substantial upfront investment in building, specialized | | | |equipment, infrastruc ture and staffs. | | |Small lodges will find it difficult to enter to the industry and compete with | | | |Shangri-La Hotels and Resorts because it requires large investment, however, the other| | | |well-known brands hotels such as Marriot International, Hyatt and Hilton might find it| | | |easier to build new hotels. | | | |Proprietary product differences |Medium | | |Product differentiation in hotel industry is low. It is relatively easy to replicate | | | |differentiation such as the products and services. Every hotels and resort can provide| | | |rooms that meet the demands of the customers and also train their staffs well to | | | |provide personalized service. | | |However, Shangri-La Hotels and Resort have built good brand and reputation; thus, it | | | |is the differentiator to compete with other new competitors. | | | |Brand identity |Low | | |Shangri-La Hotels and Resorts have built a good brand image in the mind of customers. | | | |Shangri-La Hotels and Resorts is alrea dy the leader in Asia (Dogan, 2010). They have | | | |established high product differentiation and brand loyalty.Other new brand hotels | | | |that want to come into the industry, they have to spend lots of costs to attract the | | | |customers to be competitive advantage. | | | |Buyer/customer switching costs |Medium | | |It is simple and easy for customers to switch costs. Customers can be easily attracted| | | |to different hotels that offer more value for money, or affordable prices. Due to the | | | |presence of Internet, customers will search and compare the hotel’s price via | | | |websites. Loyalty program can prevent the guests from switching costs. | | |Capital requirements |Low | | |High capital requirement is required for new entrants even though the competitors plan| | | |to do franchise, merger and acquisition, there is still high investment costs involved| | | |such as costs of inventories, high risk and law return situation and marketing | | | |activities. H ubbard & Beamish (2011, p. 76) state â€Å"New entrants with good ideas but | | | |without finance are unable to break into the industry†. | | |Access to distribution |Low | | |New entrants may have limited sources to access such as raw materials and distribution| | | |channels, as existing hotels have regular customers and partners. | | | |Absolute cost advantages |Low | | |The existing businesses in the industry have a high degree of absolute cost | | | |advantages.They have built good relationship and trust between each others; already | | | |establish hotel’s experience, favourable raw materials, advertisement expenses and | | | |favourable location. Thus, it is hard for new entrants to enter into the industry | | | |because there is low level of trust and familiarity with the suppliers. | | | |Government policy |High | | |Depends on the country’s regulations, government has the opportunity to set many | | | |restraints in the industry or encourage and facil itate the development of hotels. | | |Expected retaliation |High | | |Retaliation is expected as existing hotels will low down price and promotes some | | | |packages to attract customers. Unique and differentiated products by diversifying it | | | |can therefore persist the retaliation. | | |OVERALL RATING: LOW – MEDIUM | |Bargaining power of |Differentiation of inputs |Medium | |supplier |Supplier’s input is crucial to the final product. Good quality of the products and | | | |services provided by the suppliers will create a good outcome.Hence, it will have to | | | |boost the economy of the business. Hotels in the industry are the buyers and the | | | |producers of inputs that are the suppliers (Buffett & Munger, n. d). There are many | | | |suppliers involve in hotel industry such as: | | | |The construction companies tend to have a particular strong position when it comes to | | | |the hotel owner who would like to build a hotel. Thus, it strengthens the power o f | | | |being a supplier. | | |Monopoly suppliers who control electricity, gas and water supplies have high | | | |bargaining power. | | | |Hotels need to spend lots of money in the operational costs. Hotels need to buy | | | |Property Management System and Point of Sales to help the effectiveness of business | | | |operation. Hotels also need to buy amenities products, chemical products and raw | | | |materials for catering. Moreover, it needs to spend money on maintenance and servicing| | | |the equipments.If the hotels are locked into a contract, then the power of suppliers | | | |will be lower, they cannot increase the prices when they want to. | | | |Hotels are in the service industry. Hence, it needs people to provide exceptional | | | |services to the customers. High education and good experience employees will have | | | |higher bargaining power. They may negotiate the wages that they would like to receive | | | |and they think is reasonable before working with the hotels. | | | |Hotel customers are fragmented. Hence, as a supplier to the customers, the argaining | | | |power is low because there are substitutes that the customers can choose such as | | | |Marriott International Hotels and Hilton Hotels. | | | |Switching costs of suppliers and firms in the industry |Medium | | |Suppliers have power if there are few firms supplying the product or if there is no | | | |reasonable substitute for it (VBulletin Solutions, 2012). However in large hotel | | | |chains, many things are done by signing contract legally. Legal costs may increase if | | | |one party is not working as per contract listed. Thus, the switching cost is low. | | |Supplier concentration relative to industry concentration |Medium | | |There are high concentration of suppliers to choose from for Shangri-La Hotels and | | | |Resorts. Therefore, the suppliers have lesser power. | | | |Importance of volume to suppliers |Low | | |The volume being sold to the industry is important to the raw materials sources | | | |suppliers and equipment manufacturers because Shangri-La Hotels and Resorts will | | | |purchase in bulk to operate the business.Shangri-La Hotels and Resorts have a great | | | |deal of power over the suppliers when purchasing raw materials sources and equipments. | | | |Cost relative to total purchases in the industry |High | | |Supplier cost is a huge part of the total cost. Contracted suppliers costs and | | | |employees’ costs are high because they are needed to work for the operation of the | | | |business. Suppliers retain the power. | | | |Information about supplier’s product |Medium | |Hotels are highly aware of the quality of the products they purchase such as raw | | | |materials, equipments and even labour sources. Hotels will not take the risks to | | | |change the suppliers before they did research and compare the market price among the | | | |supplier’s industries. | | | |Supplier profitability |Low | | |Hotel industry ha s higher profitability as compare to the supplier industry.Suppliers| | | |will be unable to bargain and they will make close to their best offer at the first | | | |opportunity in order to gain profit for their business. | | | |Decision makers’ incentives |Medium | | |Hotels need to motivate their employees by giving incentives in order for them to | | | |provide good service to the customers. | | | |Hotels will do promotional packages when it is in low season to attract more customers| | | |to stay in the hotel. | | |Threat of forward integration |High | | |Suppliers can sell their products via Internet and even to the supermarkets. They have| | | |the power to enter the industry (Hubbard & Beamish, 2011). | | |OVERALL RATING: MEDIUM | |Bargaining power of |Differentiation of outputs |High | |buyers |Customers determine the profitability of the hotel’s business by choosing which one | | | |they would like to stay with, they have high bargaining power to choose.Hotel s create| | | |differentiation strategy to add value to attract customers such as: | | | |Customers place products and pricing strategy at first. For instance, the hotels | | | |should plan for low price strategy during low season or include complimentary goods | | | |for customers. | | | |Staffs provide good quality of service. | | | |Good geographic location which convenience the guests. | | | |Good atmosphere of the rooms and restaurants. | | |Give service for disable such as have disabled rooms in the hotels which located in | | | |the first floor to convenient the handicapped people. | | | |Switching costs of buyers |High | | |Shangri-La Hotel and Resorts have created a loyalty program named â€Å"Golden Circle† to | | | |attract existing customers by earning points and then the customers can redeemed for | | | |hotel stays, dining or spa experiences at any  Shangri-La hotel, resort, Traders hotel | | | |or Kerry hotel (Shangri-La International Hotel Management, 2012) .Thus, this group of | | | |customers will most likely be repeat customers and choose to experience services from | | | |Shangri-La Hotels and Resorts. There are low switching costs for customers. | | | |Presence of substitute outputs |High | | |There is an important level of the industry’s output has to the buyer. Hotels and | | | |resorts are part of the accommodation in the lodging industry. There are other options| | | |to stay when the customers are away from home such as apartments, condos, cabins and | | | |town houses (CarrHallCastle, 2012). | | |Industry concentration relative to buyer concentration |Medium – Low | | |Tourism industry is growing rapidly and the demand of hotels for customers increased. | | | |Travellers are highly concentrated relative to the industry, thus, the buyers do not | | | |have lots of bargaining power. | | | |Importance of volume to buyers |High | | |Large volumes of customers are expected to stay in the hotels because they are th e | | | |main source of income for hotels to generate profit.For example, tour operators, who | | | |book thousands of customers into hotels, have a strong bargaining position and can | | | |demand lower prices from hotels. Rooms are perishable, thus, hotels must try to meet | | | |the occupancy level. Buyers have more bargaining power. | | | |Cost relative to total buyer purchases |Medium | | |Corporate customers might invest large amount of money into the hotels when there is | | | |conference happens. They will reserve lots of rooms and meeting rooms. Therefore, they| | | |have more bargaining power. | | |Buyer information about the industry output |High | | |Customers can survey on the best firms that offer great services. They can have | | | |assistance from the travel agents, corporate travel consultants, internet and words of| | | |mouth to determine where they can get the services that they would like to experience. | | | |Positive words of mouth will build good reputation a nd image to the hotel whereas bad | | | |words of mouth will badly impact the business of the hotel. | | |Buyer Profitability |High | | |Customers have the freedom to choose which property they would like to stay in and | | | |dine for. They will gain ‘profit’ when they receive more services as compare to what | | | |they expected. They are still holding high bargaining power. | | | |Decision makers’ incentives |Low | | |When there is a large group coming to stay in the hotel, hotel will provide a discount| | | |price. | | |Threat of backward integration |Low | | |It is impossible for individual customer to enter the hotel industry due to large | | | |investment required. | | |OVERALL RATING: MEDIUM – HIGH | |Power of substitutes |Relative price/performance of substitutes |High | | |Hotelmule (2008) states â€Å"Continual developments in technology keep changing the | | | |potential threat from substitute products†.Technological advancements in th e internet| | | |make the overall market to be more efficient and at the same time expanding the size | | | |of the potential market and create new substitution threats. For example, | | | |video-conferencing has been used instead of holding a conference in hotel. Business | | | |customers tend to travel lesser. | | | |The substitutes for lodging such as camping, hostels and motels, the invention of | | | |cruise ships and trains causes travellers to have alternative choice when travelling | | | |to another country. | | |Switching costs |High | | |It is easy for buyers to switch costs, thus, the substitutes have greater power. | | | |Buyer propensity to substitute |High | | |Substitute products or services will be a threat. Capon (2008, p. 63) states â€Å"This can | | | |be achieved by the substitute being equally good and cheaper, or by it being equal on | | | |price, but offering a better product or more added value†.When other lodges such as | | | |apartments, condos, ca bins and town houses providing similar or equally good function | | | |and providing better value for money, it may make economic sense for the buyers to | | | |switch. | | |OVERALL RATING: HIGH | |Intensity of industry |Industry growth rate |High | |rivalry |There is no industry growth. The hotel industry is in mature stage. Severe industry | | | |rivalry occurs. | | |High fixed costs |High | | |The high cost of building, furnishing and servicing the hotels in the industry create | | | |high fixed costs. This increases rivalry as they need to maximise profits to have | | | |significant returns on investment. Shangri-La Hotels and Resorts must sell more rooms | | | |to cover those costs and increase hotel market competition. Hence, it makes it | | | |difficult to withdraw from the industry and has to compete with other existing rivals. | | |Intermittent overcapacity |Medium | | |Due to there are a lot of competitors in the market, there might be a lot of rooms | | | |that are av ailable and cannot be sold out. | | | |Product differences |High | | |There are no product differences because majority of hotels provide similar types of | | | |high quality service. Products and services in hotels are easy to imitate.It is | | | |difficult to reduce the rivalry through the differentiation of the products and | | | |services. | | | |Brand identity |Medium-High | | |Brand is important because through branding, a business can stand out of the crowd. | | | |People remember the organization and will choose to go to the well-known hotels as it | | | |can heighten the level of self esteem and be part of the social group. Shangri-La | | | |Hotels and Resorts have developed their brand name and are well known in worldwide. | | |However, other hotel groups such as Marriott International and Starwood have great | | | |brand identity as well. | | | |Switching costs |High | | |It is easy for buyers to switch from one competitor’s product to another; industry | | | |riva lry will be increased (Hubbard & Beamish, 2011). Thus, Shangri-La Hotels and | | | |Resorts create a loyalty program named Golden Circle to retain their customers. | | |Informational complexity |Medium-High | | |Consumers can look at rooms available in different hotels and compare prices online. | | | |Internet will have information about the price and service differences. Furthermore, | | | |some hotel websites provide virtual tours which introduce the guests about the real | | | |experience spending time in the hotels. There are also lots of travel websites such as| | | |trip advisor which provide guest’s review about the hotels. Information is readily | | | |available on the Internet. Thus, industry rivalry is enhanced. | | |Concentration and balance |High | | |Cline (n. d) mentions â€Å"Hospitality customers increasingly seek predictable services | | | |that support their ability to move quickly and easily around the world†. International| | | |hotel chains are e xpanding their business to meet the demand of the customers and to | | | |determine the way to be ‘happy’ with their position in the industry. Hence, rivalry | | | |will be significant. | | |Diversity of competitors |Medium | | |The level of diversity among hotels is medium because majority of the hotels provide | | | |similar types of high quality service. However, some hotels like Marriott | | | |International; it diversifies its business into planning and organizing wedding events| | | |for the couple who would like to marry. Marriott provides free assistance from | | | |certified wedding planners and help with everything from selecting centrepieces to |

Amazons Marketing Strategies

It also uses existing communication systems. Lastly it utilizes behaviors and mentalities. Combined, all of these aspects ensure that Amazon can grow a very successful company it also keeps it as strong as possible. Without some of these marketing strategies Amazon would not be what it is today. Throughout Amazons entire time, these have been some of the things that they have always looked for, in terms of trying to provide a great experience and market their company.Analysis: Starting off with freely proffers products and services. I think this is very important for Amazon to always have since there company relies on other companies selling on there site. Without the products and services that are sold on there site, think they would not be as successful as they are today. Amazons friendly interface provides the customers to feel like they are buying from a reliable source as well as feeling at ease while searching through the site.This is very important for Amazon, because many peo ple use it because It is so easy to buy produces from the site. Amazon as a whole scales extremely easily from large to small. This can make the company better in many different aspect. Not very many companies have this ability. Amazon exploits many products and recourses and it helps everyone. It helps the customers find what they need, it helps the companies gain popularity and helps Amazon to create a much better site as a whole.

UK Employers and Human Resource Management Essay

UK Employers and Human Resource Management - Essay Example According to the discussion  manpower cannot be totally replaced by machines. Despite the technological advances, the globalization swamping businesses worldwide has necessitated an ever more strategic approach to human resource management. Therefore, it is important that managers are able to decipher trends that may impact their companies. Still, it is also equally important to note that in manpower management, the people are a very crucial consideration as this plays out strongly in the company’s image. Empowerment has been very crucial to enhancing the productivity of these workers. However, to empower workers means that there must be a certain degree of participation on the part of these employees.From this paper it is clear that  the respective unions of employees have been very crucial in helping the labourers of a company to voice out their concerns. However, through the last three decades, there has been a weakening of these social structures which has enabled UK e mployers to have a firmer grasp on their employees to the detriment of their Labour force. The gradual weakening of the system has significantly weakened the once formidable unions of the country paving the way for companies to further flex their influences over their employees. This weakening eventually resulted in a gradual shift of human resources strategies to favour a more unitarist approach to human resource management.... Howell (2005) laments about the weakening and eventual demise of the once mighty Labour movement which bannered a significant victory for politicians against the various unions in the state. It seems that there has been a potent combination of various judicial and legislative actions as well as various forms of administrative measures coupled with various crises to forge a new way of relating to the Labour force. The gradual weakening of the system has significantly weakened the once formidable unions of the country paving the way for companies to further flex their influences over their employees. This weakening eventually resulted in a gradual shift of human resources strategies to favour a more unitarist approach to human resource management. Indeed, according to Howell (2005) the state has played a very pivotal role in this development. As mentioned. The various legislations and even the crisis of 1979 have been instrumental in the decade’s long transformation of the emplo yment conditions of the UK. Slowly but surely, the balance of power gradually tilted sharply towards the employers. As the hold of the employers strengthened, they are able to impose additional regulations and procedures with little or even no dialogues with their employees. Bennet (1997) stresses that this can be detrimental to the firm as it is tantamount to forcing the will of the organization to the employees. In so doing, important suggestions and signals may be lost wherein the employees are just made to follow the orders of the company. Unfortunately, these tend to be detrimental since they are able to foster resentments rather than conflict resolutions when the employees are by passed by these procedures.

Soils report Lab Example | Topics and Well Written Essays - 1250 words

Soils - Lab Report Example The moisture content at the boundary is normally defined as the water content at which the two halves of the soil cake will flow together for a distance of about half inch. The plasticity index on the other hand is the numerical difference between the liquid limit and the plastic limit and this number is normally dimensionless (Day, 2005). Both the liquid and the plastic limits are used to express the moisture content in the soil. The plasticity index is the difference between the liquid limit and the plastic limit. For the consolidation test, the pressure void relationship in the soil can be determined. This data is very important in the determination of the compression index of the soil and the pre-consolidation pressure (Day, 2005). Additionally, this data can be used o determine the coefficient of consolidation of the soil. The sieve test is carried out to determine the percentage of the different grains that are contained in the soil. The mechanical sieve analysis is carried out to determine the distribution of the coarse and the medium grained grains. It must be conducted within the ASTM D 422 - Standard Test Method for Particle-Size Analysis of Soils. The soil sample is weighed and recorded. The sizes of the particles are determined on a size with different sizes of the sieve holes. The soil is dried on an oven at a temperature of about 1050C -1100C. The weight of the dry soil is measured and recorded. The same procedure is repeated for the medium grained soil particles and the coarse grained particles for comparison. A sample of soil is taken and transferred to a glass plate. Water is added to the soil sample and mixed to for a paste. The soil paste is then placed in an airtight container. Using the penetration cone, the top surface of the soil is touched to and used as the starting point for the measurements. The dial gauge is then lowered to connect the cone shaft and the reading on the dial gauge is

Mitochondrial DNA (mtDNA) characteristics and uses Assignment

Mitochondrial DNA (mtDNA) characteristics and uses - Assignment Example DNA sequence determination of the mDNA has been from many organisms including the extinct ones, and the comparison of the sequences outlines the mainstay of phylogenetics. The researchers have therefore been able to elucidate various evolutionary relationships within species. Additionally, the analysis of the relatedness of the populations among organisms has been ascertained and has become vital in the field of anthropology. The human mitochondrion DNA as an example, is commonly present per every cell except in sex cells as elucidated by Brown, George & Wilson, 1979, and is closely related to that of metazoans. The circular double-strand molecule of mDNA has about 15000 to 17000 base pairs and the nucleotide content differentiates the two strands. In animals, the transcribed strand produces molecules of polycistronic RNA. In replication process, the mDNA is replicated by the gamma complex of the enzyme DNA polymerase that is composed of 140 kDa of the catalytic section of the enzyme encoded by the gene POLG and two accessory subunits of 55 kDa encoded by POLG2 gene. During the process of embryogenesis, the mDNA replication is down because it is regulated from the oocyte that is fertilized through the embryo that is pre-implanted. At the stage of blastocyst, Anderson et al, 1981, further exemplifies that onset of the replication of the mDNA is specific to the trophectoderm cells. In contrast, the replication of mDNA is restricted by the inner cell mass cell until they receive signals making them differentiate to specific cell types. In the susceptibility concept, the mDNA does not necessarily accumulate many oxidative base damages than the nuclear DNA. As a result, some other types of the oxidative DNA damage are more efficiently repaired in the mitochondria than in the nucleus. The presence of proteins in the organelle further offers protection just as in the nuclear chromatin. The integrity of

Business law Essay Example | Topics and Well Written Essays - 1000 words - 7

Business law - Essay Example Stanford Engineering, Inc. is engaging Cornell Code Corporation in an unhealthy and unfair competition through advertising. Stanford Engineering, Inc. makes a false claim against Cornell Code Corporation through an advertising campaign that seeks to market competitive software products. As a result, Cornell is losing its sales to Stanford based on the false claim against it. Stanford can be held liable in a number of ways for injuring Cornell’s reputation in business. To start with, Cornell clearly understands that Stanford’s claim is untrue, but this has actually affected its sales negatively. Cornell is justified to file a lawsuit against the advertiser, which in this case is Stanford Engineering, Inc. This lawsuit would be set to forbid and restrict Stanford from using Cornell in its advertising activities. Stanford is likely to be asked to refrain from involving Cornell Company in its advertising strategies. On the same note, Stanford would be required to desist from making any reference to Cornell in its line of business and operations. In other words, Cornell can seek to have Stanford prohibited to make any reference to it. This can actually take the notion that Stanford cannot refer to Cornell as its competitor in form of advertising until the underlying dispute is resolved. Another ground upon which Cornell can sue Stanford is demanding of reimbursement of sales lost due to false advertising. Cornell has lost significant sales due to Cornell’s false claims. Cornell can sue Stanford for damages. Stanford’s false advertising has led to loss of sales to Cornell. Fair competition is governed and controlled by provisions of law. Through these laws, Stanford could be made to reimburse Cornell’s losses in sales. Cornell is losing sales to Stanford due to the ruined reputation in the market. Stanford could be sued for defamation. Stanford is tarnishing Cornell’s reputation in a

Irish Urban Regeneration Essay Example | Topics and Well Written Essays - 1000 words

Irish Urban Regeneration - Essay Example 8). The evolution of the city saw and increase in urban expansion in the 20th Century, and the Irish economic boom led to an upsurge in the construction of private homes. Standardised housing was implemented in the 1960s, and these regulations included specifications for density, public space, services, etc. Ballymun's high rise towers were the result of experimentations at this time. However, "the classic pattern that has occurred again is that a development pattern has evolved of rapid creation of new residential communities without adequate infrastructure or facilities" (Williams and Shiels, 2001, p. 27). Previous plans to regenerate Dublin included the Integrated Area Plans (Kelly, 2005) and the Urban Renewal Act of 1986 (Suzanne, N. 2001) that came about as a result of the unwillingness of the private sector to enter many Dublin inner city neighbourhoods that had degenerated to dereliction. The government offered tax incentives to attract private business. This was successful in combating the decay of the Dublin cities, but those urban renewal schemes were only questionably effective in some cities. Because of the profit motive, architectural and design concerns were of little value to the investors. In addition, the economic benefits of the investment were mostly unavailable to the residents of those towns. This led to the newest Urban Regeneration Projects (2001). According to the Egan Review and other organisations, regeneration involves the search for long term restoration and renovation of neighbourhoods, improvement of transportation systems, and involves an outlook of encouraging social inclusion and economic stability. These objectives are to be realised concomitant with ones of sustainable use of natural resources, such as energy and water. These objectives have necessitated the support of sound local leadership as well as concurrence among local, regional, and national policies (Carley, et al., 2005). Brief History of Ballymun The Ballymun population stands at approximately 20,000 and 44.6% of these persons are unemployed. It has even been suggested by some authorities that the true unemployment figure might lie in or above the 60% mark. One third of the population is below the age of 14, and over a third of the households are run by a single parent, while the national average is 10%. The percentage of children who attain a school-leaving certificate is only 7% (Environmental Appraisal, p. 43). Before the Regeneration project, the city of Ballymun suffered from several structural, social, and economic problems. Many blocks of high-rise buildings were located in the city, and these were poorly constructed, having internal structural flaws as well as the disadvantage of being poor conservers of energy. This led to wide-scale removal by tenants, high levels of vacancies in apartment buildings, unemployment and drug problems. Voting turnout for local government elections has been as low as 15% (de Rossa, 1998). Social exclusion was also a significant problem in Ballymun that resulted from its spatially isolated location, as it was cut off because of poor links in transportation (Muir, 2003). Ballymun Regeneration Ltd. took up the challenge and with the help of other environmental agencies, constructed an energy and environmental strategy

Airplane accidents- Who is responsible Should families of victims be Research Paper

Airplane accidents- Who is responsible Should families of victims be entitled to compensation - Research Paper Example No matter the case, families of the victims stand a chance of compensation depending on the occurrence of the accident and the contractual obligations of the airline company. The airplane manufacturers are the most responsible for the airplane accidents. This is because most of the airplane accidents are due to engine mechanical failures, which come as a result of poor engine design and manufacturing. As explained by one of the passengers in the Asiana Flight 214 â€Å"Then I heard the noise of the pilot trying to send more power to the engine to push the plane back-up† (Irving 52). This illustrates that due to poor design of the airplane engines, which cannot function normally throughout the journey is one of the causes of the airplane accidents. It is the manufacturers’ responsibility to ensure that all their airplane engines are of good quality to avoid causing accidents midway through the journey. The other manufacturing default is the use of poor fuselage skin used in manufacturing the airplanes (Norris 22). When the fuselage skin used in the manufacturing of the airplanes is very weak then there are high chances of occurrence of the airplane accident. This is because the fuselage skin cannot stand the high outside pressure compared to the pressure inside. This forces the air into the plane hence causing the pressure imbalance which cannot be controlled by the pilot resulting into accident. Manufacturing companies’ negligence is another factor that makes them responsible for the airplane accidents. The article Irving continues to state that W. James the chief engineer of Boeing asserted that the problem that resulted into the Southwest airlines Flight 812 accident was due to the poor manufacturing of the airplane and not a broader design (54). This indicates that most of the manufacturers are negligent on their part to ensure that they manufacture quality planes which do not have such serious defaults. But even when such manufacturing problems occur

Triple Bottom Line Essay Example for Free

Triple Bottom Line Essay Introduction: ‘Triple Bottom Line’ is increasingly attaining popularity as a conceptual framework for the purpose of measuring the level of business performance. The term was being coined by John Elkington, in his book entitled â€Å"Cannibals with Forks: The Triple Bottom Line of 21st Century Business†. John Elkington has been the co-founder of the business consultancy SustainAbility. ‘Triple Bottom Line’ could be understood in a broad sense, as the range of values which companies need to uphold such as social, environmental and economic. In mere practical terms, the concept of triple bottom line intends to take into account the social and environmental performance of the company along with its financial performance. (The triple bottom line Business and Sustainable Development: A Global guide) The ‘triple bottom line’ indicates the point at which the corporate interests meet the societal interests. It is a novel method of measuring the bottom line, wherein profits tend to move along with the social as well as environmental performance and a method of understanding the concept of sustainability which is being considered to be often-fuzzy. (The Triple Bottom Line: How today’s Best-Run Companies are Achieving Economic, Social, and Environmental Success And How You Can Too) Summary Article: 1 Wayne Norman and Chris MacDonald in their article â€Å"Getting to the Bottom of Triple Bottom Line† state that by dedicating themselves to the concept of â€Å"Triple Bottom Line† it shows as if corporations are forming a more concrete as well as verifiable dedication to environment and society. But in reality, it allows the companies to virtually make no commitment at all. As a result of no real bottom lines for calculation relating to society or environment, companies do not have to be bothered about having these â€Å"bottom lines† in comparison to other firms which are within or without of their sector; nor is there any definite worry pertaining to the firm being considered to have reducing environmental as well as societal â€Å"bottom lines† over the various years or under the leadership of the present Chief Executive Officer of the company. Without a complete reliable collection of these reports along with the handy filing system, comparability over a period of time for one firm would be difficult as well as time-consuming. The company could also alter the indicating factors it would choose in order to report on over time. The authors emphasize further that on the one hand, the fact that the firms have created a social report or that of a code of ethics gives us less information with regard to a firm’s real dedication towards the principles being presented in the documents. It is also considered to be relatively of less cost in order to produce these documents, and particularly if they are vague, they do not usually bring any serious risks pertaining for a company. On the other hand, both the kinds of documents could play an important part in a company’s serious technique in order to improve upon its ethical as well as societal performance along with trying to integrate this objective into its boundary of corporate culture. The authors conclude that it is their understanding that clear as well as meaningful principles are the most likely to cater to companies of the latter kind; and that vague as well as literally less meaningful principles like those intended by the Triple Bottom Line are best suited only for promoting hypocrisy. (Getting to the Bottom of â€Å"Triple Bottom Line†) Article: 2 The author Steven F. Hayward in their article â€Å"The Triple Bottom Line: Authentic New Model or Tripartite Nonsense?† states that to the bottom level of profit-and-loss is being included two more groups which have their own balance sheets and these are environmental quality as well as social justice and it is what is being considered as the ‘triple bottom line’. However the author states that by including the term â€Å"social† to the concept of justice does not realistically include the values of justice. In real terms social justice is a disingenuous effort to turn justice by relating legitimacy in relation to a redistributive agenda. Further, with regard to environmental quality, most of the companies, particularly manufacturing companies, have emissions as well as resource-use profiles that could be brought up for measurement and improved by several methods. To add to it, most of the large corporations now tend to create annual environmental reports along with annual financial reports, mentioning the developments made by the firm on the environmental aspect. However most of these gains are considered to be just ‘efficiency gains’ which could be considered to be profitable in several cases, but a single-dimensional attention on efficiency gains removes taking into account both the opportunity cost of the working capital as well as the trained personnel in order to attain such efficiency gains against other tasks as well as any consideration with regard to the internal rate of return IRR on the company’s capital. A more general initiative has tended to elevate the concept of triple bottom line to that of a board level issue. However some of the environmentalists are not wasting their time for the purpose of serious conceptual efforts and have really started to warn the investors that firms that do not listen to the call of the triple bottom line will actually witness their market value to decline in the years to come. Steven F. Hayward provides several examples in this article of how environmentalists are trying to pressurize corporations to adopt social justice and environmental policies as part of their company policy. However examples of Enron’s bankruptcy shows that environmentalists are making their efforts to make corporations into social service units following a statist agenda. But this is something which market-oriented companies are not supposed to follow. (The Triple Bottom Line: Authentic New Model or Tripartite Nonsense?) Article: 3 The author Chris MacDonald in his article on â€Å"Ethics, jargon, and the triple bottom line† states that the supporters of the concept of ‘triple bottom line’ are not satisfied with the concept being just another form of a metaphor and they have made all efforts to make it into a full-fledged management concept and it is now one of the dominant as well as the progressive management concepts of the present day world. And the popularity of the concept tends to be skyrocketing. The author states that that the efforts of conscientious business managers in order to attend to the societal as well as the environmental implications of their business dealings are not at all out of importance. Knowledgeable and far-sighted managers had understood that such activities would tend to have the dual advantages of being right from both an ethical as well as the financial side. However it is not clear still that the concept of ‘triple bottom line’ adds anything valuable as to what the conscientious managers are already been doing. Further as it does not give any concrete and reliable measures to analyze the performance, the concept of ‘triple bottom line’ could even lead to a type of smoke and mirrors that will obscure the efforts of the less progressive firms. The author further asks as to what is the bottom line on the triple bottom line? He states that in their efforts to bring about ethical behavior, like that in anything else that they tend to do, firms should look carefully before they involve in buying. Another point to be noted is that, there should be careful reflection with regard to the best techniques as well as the tools for managers in order to ensure of their efforts to emphasize upon the ethical cultures in their companies. Ethics, whether it is in business or whether in the field of health care or politics, is really about thinking in a clear manner and understanding as to what our obligations really are and agreeing upon the principles that really make value and then abiding by those principles whenever times tend to get tough. (Ethics, jargon, and the triple bottom line) III. Compare/Contrast All the three articles show that even though the concept of Triple bottom line has become a popular approach to functioning of social and environmental commitments of the corporations, most of the companies tend to make less or even virtually no commitment at all towards the concepts of societal and environmental responsibility. As a result of the absence of any real bottom lines pertaining to societal or environmental performance for calculation, the comparability of firms is considered to be difficult and not worth-while. The authors agree that even though most large corporations now tend to create annual environmental reports along with their annual financial reports, mentioning the growth of the company with regard to several environmental benchmarks, a majority of these gains are considered to be only mere efficiency gains, which could be even profitable in several of the cases. Because the triple bottom line gives no concrete reliable methods to measure the performance levels, the concept could account to a type of smoke and mirrors that could obscure the actions of the less progressive firms. The authors of the three articles thus argue that Triple Bottom Line are best only for the purpose of promoting hypocrisy as companies are only interested in making profits and by adding the commitment towards environment and society in their company policy, they however do not make any concerted efforts towards improving the environment or society. In short, the three articles agree that because of its inbound emptiness as well as vagueness, the triple bottom line concept enables it easy for a cynical company to appear to be dedicated towards societal and environmental sustainability. 1V. Critical Evaluation: Even though the authors of the three articles state that the concept of Triple bottom line has not been made use of in the right direction, businesses are being forced upon in order to react to the societal, environmental and economic changes that are occurring in the world around them. Just as we understand that the global warming is basically changing the commercial as well as the regulatory landscape for the energy as well as the auto companies, similarly the occurrence of HIV/AIDS, SARS as well as contagious malaria is altering the fundamental business models for the pharmaceutical companies. In the ever-changing modern world, the real sustainable company would tend to have no requirement of writing checks for the purpose of charity or to provide back to the local society, as the firm’s daily functions would not tend to deprive the society, but would on the reverse tend to enrich it. (The Triple Bottom Line: How today’s Best-Run Companies are Achieving Economic, Social, and Environmental Success And How You Can Too) Conclusion To conclude, it can be said that there should be concerted efforts and research done to make triple bottom line as the model of the future and up-coming corporate firms. There should be strong regulated efforts made to create the awareness required that business firms even when contributing towards the societal and environmental concerns can tend to be financially successful. By giving equal importance for the society and environment, companies can tend to have a situation of ‘win-win’ on all sides. References Hayward, Steven F. The Triple Bottom Line: Authentic New Model or Tripartite Nonsense? Sept-Oct, 2002. Vol:12; No; 5. Religion and Liberty. http://www.acton.org/publicat/randl/article.php?id=437 MacDonald, Chris. Ethics, jargon, and the triple bottom line. The Chronicle Herald.   March 3, 2005. http://www.herald.ca/external/sobeys/march05.html Norman, Wayne; MacDonald, Chris. Getting to the Bottom of â€Å"Triple Bottom Line†. Business Ethics Quarterly, April 2004. http://www.businessethics.ca/3bl/triple_bottom_line_abstract.html Savitz, Andrew W; Weber, Karl. The Triple Bottom Line: How Today’s Best-Run Companies are Achieving Economic, Social, and Environmental Success And How You Can Too. Jossey-Bass/Wiley. September 2006. http://www.thetriplebottomline.net/ The triple bottom line. Business and Sustainable Development: A Global guide. 2007. http://www.bsdglobal.com/tools/principles_triple.asp

Micro Strip Patch Antenna

Micro Strip Patch Antenna Chapter 1 Introduction The project which we have chosen to do as our final year project for the under graduate program involves the characterization of micro strip patch antenna. In this project we have carried out simulations of different types of antennas, which include dipole, monopole and patch. The purpose of designing all of these is to gain knowledge and experience in the designing of antennas for different purposes by using commercially available CEM. The frequency band, which we have chosen as our relevant band, is the GSM-900 band, which is of wide use in the cellular network. The purpose of choosing this band is to gain valuable knowledge of this frequency band. Antennas are a fundamental part of every system in which wireless or free space is the medium of communication. Basically, an antenna is a transducer and is designed to transmit or receive electromagnetic waves. It is a transducer as it converts radio frequency electrical currents into electromagnetic waves. Common applications of antennas include radio, television broadcasting, point-to-point radio communication, wireless networks and radar. A detailed study of antennas is discussed in chapter two and chapter three of this report. The CEM softwares that we have used for the designing include XFDTD ® provided by Remcom Inc. and CST Microwave Studio ®, which is a full wave, 3-Dimensional, Electromagnetic simulation software and CST Microwave Studio ®. XFDTD ® utilizes a numerical electromagnetic code for antenna design, that is, the finite difference time domain technique (FDTD). Finite-difference time-domain (FDTD) is a popular computational electrodynamics modeling technique. The first antenna structure modeled is the dipole. A dipole antenna consists of two conductors on the same axis with a source at the center. It is also modeled in XFDTD ® by following the procedure provided by the software and mentioned in the Appendix. The results are verified by comparing with analytical papers of (lambda/2) dipole. After completing this, the next goal is to model the micro strip (patch) antenna which is one of the main focuses of this project. It comprises of a metallic patch bonded to a dielectric substrate with a metal layer bonded to the opposite side of the substrate forming a ground plane. This metal layer is very thin. Hence, it can be fabricated very easily using printed circuit techniques. Therefore, they are inexpensive to manufacture and are easily integrate able with microwave integrated circuits. The software modeling is carried out in XFDTD ® and on CST Microwave Studio ®. The verification of the results with the experimental results obtained leads to the final phase and the conclusion of the project. 1.1 Purpose The purpose of this project is to gain knowledge and experience about computational electromagnetic, as it applies to antenna design. It was also our sole purpose to gain experience in fabrication and experimental characterization of micro strip patch antennas. To achieve these objectives we used two commercially available CEM softwares, XFDTD ® and CST Microwave Studio ®, to design a micro strip patch antenna for 900 MHz. We also gained experimental experience by characterizing the return loss of this patch antenna using the vector network analyzer. 1.2 Project Scope 1.2.1 Description We will study some basic types of antennas; extending basic knowledge of antenna to complex antenna designs such as micro strip patch antennas and also modeled them on antenna design and simulation software. This report has been divided into a number of chapters each discussing a different stage of the project. They are briefly described below: Chapter 2 describes the fundamentals of antennas and thoroughly discusses the theory of fundamental parameters and quantities of antenna. In this chapter the basic concept of an antenna is discussed and its working is explained. Some critical performance parameters of antennas are also discussed. Finally, some common types of antennas are also discussed for understanding purposes. Chapter 3 discusses the important characteristics of antennas as radiators of electromagnetic energy. These characteristics are normally considered in the far field as the antenna pattern or radiation pattern of an antenna is the three-dimensional plot of its radiation at far field. It also discusses the types of antenna patterns in detail. Some important mathematical equations are also solved in this chapter for the better understanding of how an antenna works. Chapter 4 discusses in detail the modeling of the half wave dipole and micro strip patch antenna using XFDTD ®. It describes the modeling of the antenna, the feeding, and the resultant plots obtained. Furthermore it concludes with comparison of the results obtained with the simulations already available in the software. Chapter 5 discusses the theory, calculations involved and the fabrication of the micro strip (patch) antenna in detail. The calculations for the dimensions of the rectangular patch in detail are in this chapter. Also, this chapter describes the results obtained through simulation of the model on the software CST Microwave Studio ®. Chapter 6 discusses conclusions drawn from the whole project. Chapter 2 Antenna Fundamentals In this chapter, the basic concept of an antenna is discussed and its working is explained. Next, some critical performance parameters of antennas are discussed. Finally, some common types of antennas are introduced. The treatment for these is taken from the reference [4], [6] and [9]. 2.1 Introduction Antenna is a metallic structure designed for radiating and receiving electromagnetic  energy. An antenna acts as a transitional structure between the guiding devices (e.g. waveguide,  transmission line) and the free space. The official IEEE definition of an antenna as given by  Stutzman and Thiele [9] is as follows:   â€Å"That part of a transmitting or receiving system that is designed to radiate or receive electromagnetic waves†. 2.2 How an Antenna radiates? In order to understand how an antenna radiates, we have to first know how radiation occurs. A  conducting wire radiates because of time-varying current or an acceleration or deceleration of charge. If there is no motion of charges in a wire, no radiation will occur, since no flow of current occurs. Radiation will not occur even if charges are moving with uniform or constant velocity along a straight wire. Also, charges moving with uniform velocity along a curved or bent wire will produce radiation. If charge is oscillating with time, then radiation will occur even along a straight wire as explained by Balanis [4]. The radiation pattern from an antenna can be further understood by considering a voltage source connected to a two-conductor transmission line. When a sinusoidal voltage source is applied across the transmission line, an electric field is generated which is sinusoidal in nature. The bunching of the electric lines of force can indicate the magnitude of this electric field. The free electrons on the conductors are forcefully displaced by the electric lines of force and the motion of these charges causes the flow of current, which leads to the creation of a magnetic field. Due to time varying electric and magnetic fields, electromagnetic waves are created which travel between the conductors. When these waves approach open space, connecting the open ends of the electric lines forms free space waves. As the sinusoidal source continuously creates electric disturbance, electromagnetic waves are generated continuously and these travel through the transmission line, the antenna and are radiated into the free space. 2.3 Near and Far Field Regions The field patterns of an antenna, change with distance and are associated with two types of energy radiating and reactive energy. Hence, the space surrounding an antenna can be divided into three regions. Figure 2.1: Field regions around an antenna The three regions that are depicted in above figure are described as: 2.3.1 Reactive Near-Field Region: In this region the reactive field dominates. The reactive energy oscillates towards and away from the antenna, thus appearing as reactance. In this region, energy is stored and no energy is dissipated. The outermost boundary for this region is at a distance ÃŽ » (2.1) where R1is the distance from antenna surface, D is the largest dimension of the antenna and ÃŽ » is the wavelength. 2.3.2 Radiating Near-Field Region: This region also called Fresnel region lies between the reactive near-field region and the far field region. In this region, the angular field distribution is a function of the distance from the antenna. reactive fields are smaller in this field as compared to the reactive near-field region and the radiation fields dominate. The outermost boundary for this region is at a distance (2.2) where R2is the distance from the antenna surface. 2.3.3 Far-Field Region: The region beyond is the far field region also called Fraunhofer region. The angular field distribution is not dependent on the distance from the antenna in this region. In this region, the reactive fields are absent and only the radiation fields exist and the power density varies as the inverse square of the radial distance in this region. 2.4 The Hertzian Dipole A hertzian dipole or infinitesimal dipole, which is a piece of straight wire whose length L and diameter are both very small, compared to one wavelength. A uniform current I is assumed to flow along its length. Although such a current element does not exist in real life, it serves as a building block from which the field of a practical antenna can be calculated (Sadiku [6]). Consider the hertzian dipole shown in figure. We assume that it is located at the origin of a coordinate system and that it carries a uniform current. i.e. I=IË ³ cosωt. The retarded magnetic vector potential at the field point, due to dipole is given by (2.3) Where [I] is the retarded current given by (2.4) Where ÃŽ ²=ω/u=2Ï€/ÃŽ », and u=1/ the current is said to be retarded at point under consideration because there is a propagation time delay r/u or phase delay. By substitution we may also write A in phasor form as t(2.5) Transforming this vector in Cartesian to spherical coordinates yields Where But (2.6) We find the E field using (2.7) (2.8) Where, A close observation of the field equations reveals that we have terms varying as The 1/ term is called the electrostatic field since it corresponds to the field of an electric dipole. This term dominates over other terms in a region very close to the hertzian dipole. The is called the inductive field, and it is predictable from the from the Biot Savart law. The term is important only at near field, that is, at distances close to the current element. The 1/r term is called the far field or radiation field because it is the only term that remains at the far zone, that is, at a point very far from the current element. Here, we are mainly concerned with the far field or radiation zone (ÃŽ ²r˃˃1), where the terms in can be neglected in favor of the 1/r term. Thus at far field, (2.9) The radiation terms of and are in time phase and orthogonal just as the fields of a uniform plane wave. The near and far zone fields are determined respectively to be the in equalities We define the boundary between the near and far zones by the value of r given by . where d is the largest dimension of the antenna. The time average power density is obtained as ) (2.10) Substitution yields time average radiated power as But And hence above equation becomes If free space is the medium of propagation, ÃŽ ·=120 and (2.11) This power is equivalent to the power dissipated in a fictitious resistance by current That is, (2.12) Where is the root mean square value of I. From above equations we obtain Or (2.13) The resistance is a characteristic property of the hertzian dipole antenna and is called its radiation resistance. We observe that it requires antennas with large radiation resistances to deliver large amounts of power to space. The above equation for is for a hertzian dipole in free space. 2.5 Half Wave Dipole Antenna The Half Wave dipole is named after the fact that its length is half of the wavelength i.e. . It is excited through a thin wire fed at the midpoint by a voltage source connected to the antenna via a transmission line. The radiated electromagnetic field due to a dipole can be obtained if we consider it as a chain of hertzian dipoles (Sadiku [6]). ÃŽ »/2 I z x y I Figure 2.3: Half Wave Dipole The magnetic Vector potential P due to length dl of the dipole carrying a phasor current is (2.14) We have assumed a sinusoidal current distribution because the current must vanish at the ends of the dipole. Also note that the actual current distribution on an antenna is not precisely known. It can be determined by using Maxwells equations subject to the boundary conditions on the antenna by a mathematically complex procedure. The sinusoidal current assumption approximates the distribution obtained by solving the boundary value problem and is commonly used. O Y X Z Figure 2.4. Magnetic field at point o If r >> à ¢Ã¢â‚¬Å¾Ã¢â‚¬Å", then Hence we can substitute in the denominator of the first equation where the magnitude of the distance is needed. In the numerator for the phase term, the difference between ÃŽ ² and ÃŽ ² is significant, so we will replace by . We maintain the cosine term in the exponent while neglecting it in the denominator because the exponent involves the phase constant while the denominator does not. So, (2.15) Using the following integrating equation, Applying this equation gives on (2.15) Since and the above equation becomes, Using identity = 2cos x, we obtain (2.16) We use in conjunction with the fact that to obtain electric and magnetic fields at far zone as (2.17) The radiation term of and are in time phase and orthogonal. We can obtain the time-average power density as (2.18) The time average radiated power can be determined as In the previous equations has been substituted assuming free space as the medium of propagation. The last equation can be written as Changing the variables, and using partial fractions reduces the above equation to Replacing with in the first integrand with in the second results in (2.19) Solving the previous equation of yields value of . The radiation resistance for the half wave dipole antenna is readily obtained from the following equation and comes out to be. (2.20) Chapter 3 Antenna Characteristics In the previous chapter we have discussed the basics of antennas and the elementary types of antennas. Now we will discuss the important characteristics of antennas as radiators of electromagnetic energy. These characteristics are normally considered in the far field and are as follows. And have been treated from the references [4], [6] and [9]. 3.1 Antenna Patterns The Antenna Pattern or Radiation Pattern of an antenna is the three-dimensional plot of its radiation at far field. There are two types of Radiation Patterns of antennas. The Field and the Power Pattern. 3.1.1 Field Pattern When the amplitude of the E-field is plotted, it is called the Field Pattern or the Voltage Pattern. A three dimensional plot of an antenna pattern is avoided by plotting separately the normalized versus for a constant which is called an E-Plane pattern or vertical pattern and the normalized versus for called the H-plane pattern or horizontal pattern. The normalization of is with respect to the maximum value of the so that the maximum value of the normalized is unity as explained by Sadiku [6]. For Example, for the hertzian Dipole, the normalized comes out to be, (3.1) Which is independent of From this equation we can obtain the E-plane pattern as the polar pattern of by varying from 0 to 180 degrees. This plot will be symmetric about the z-axis. For the H-plane pattern we set so that , which is a circle of radius 1. 3.1.2 Power Pattern When the square of the amplitude of E is plotted, it is called the power pattern. A plot of the time-average power, for a fixed distance r is the power pattern of the antenna. It is obtained by plotting separately versus for constant and versus for constant. The normalized power pattern for the hertzian dipole is obtained from the equation. (3.2) 3.2 Radiation Intensity The Radiation intensity of an antenna is defined as (3.3) Using the above equation, the total average power radiated can be expressed as (3.4) (3.5) Where dÃŽ ©= is the differential solid angle in steradian (sr). The radiation intensity is measured in watts per steradian (W/sr). The average value of is the total radiated power divided by ; that is, (3.6) 3.3 Directive Gain The directive gain of an antenna is a measure of the concentration of the radiated power in a particular direction It can also be regarded as the ability of the antenna to direct radiated power in a given direction. It is usually obtained as the ratio of radiation intensity in a given direction to the average radiation intensity, that is (3.7) may also be expressed in terms of directive gain as (3.8) The directive gain depends on antenna pattern. For the hertzian dipole as well as for the half wave dipole is maximum at and minimum at . Hence they radiate power in a direction broadside to their length. For an isotropic antenna, . However, such an antenna is not in reality but an ideality. The directivity D of an antenna is the ratio of the maximum radiation intensity to the average radiation intensity. D is also the maximum directive gain So, (3.9) Or, (3.10) For an isotropic antenna, D=1, which is the smallest value that D can have. For the hertzian dipole, as derived in equation (3.7) For half wave dipole, Where, ÃŽ ·=120 and (3.11) 3.4 Bandwidth (Impedance Bandwidth) By definition Bandwidth of an antenna is the difference between the highest and the lowest operational frequency of the antenna. Mathematically, (3.12) If this ratio is 10 to 1, then the antenna I classified as a broadband antenna. Another definition for Bandwidth is: Where, . 3.5 Gain We define that G is the actual gain in power over an ideal isotropic radiator when both are fed with same power. The reference for gain is the input power, not the radiated power. This efficiency is defined as the ratio of the radiated power () to the input power (). The input power is transformed into radiated power and surface wave power while a small portion is dissipated due to conductor and dielectric losses of the materials used. The power gain of the antenna as (3.13) The ratio of the power gain in any specified direction to the directive gain in that direction is referred to as the radiation efficiency of the antenna i.e. (3.14) Antenna gain can also be specified using the total efficiency instead of the radiation efficiency only. This total efficiency is a combination of the radiation efficiency and efficiency linked to the impedance matching of the antenna. Hence, from equation 3.14 (3.14(a)) 3.6 Polarization The definition for polarization can be quoted from Balanis [4] as: â€Å"Polarization of a radiated wave can be expressed as â€Å"that property of an electromagnetic wave describing the time-varying direction and relative magnitude of the electric field vector; specifically, the figure traced as a function of time by the extremity of the vector at a fixed location in space, and in the sense in which it is traced, as observed along the direction of propagation.† Polarization then is the curve traced by the end point of the arrow representing the instantaneous electric field. The field must be observed along the direction of propagation.† 3.7 Return Loss The Return Loss (RL) is the parameter which indicates the amount of power that is lost to or consumed by the load and is not reflected back as waves are reflected which leads to the formation of standing waves. This occurs when the transmitter and antenna impedance do not match. Hence, the RL is a parameter to indicate how well the matching between the transmitter and antenna has taken place. The RL is given as: (3.15) For perfect matching between the antenna and transmitter, RL = ∞ and Γ = 0 which means no power is being reflected back, whereas a Γ = 1 has a RL = 0 dB, which implies that all incident power is reflected. For practical applications a RL of -9.54 dB is acceptable. Chapter 4 Modeling of Half-Wave Dipole Micro Strip Patch Antenna Using XFDTD ® 4.1 Introduction For the purpose of modeling and simulation of antennas we have used modeling softwares, which are widely used in industries. These softwares are specially used for the purpose of electromagnetic (EM) modeling, which refers to the process of modeling the interaction of electromagnetic fields with physical objects and the environment. The first such software brought into use is XFDTD ®. It is a three-dimensional full wave electromagnetic solver based on the finite difference time domain method. It is fully three-dimensional.   Complex CAD ® objects can be imported into XFDTD ® and combining and editing can be done within XFDTD ® using the internal graphical editor. It is a powerful software which offers a lot of options to its users. This software has been initially used for modeling of basic antennas to get familiarity with interface and working of the software. Dipole is one of such basic antennas with a simple structure; as the name suggests dipole antenna consists of two wires on the same axis with a source applied at the center point. In this chapter, we begin with the analysis of a half-wave dipole antenna by derivation of field equations and the MATLAB ® plot. After the analysis the modeling is done using XFDTD ®. Finally, all the results are matched by plotting the data in MATLAB ®. 4.2 Derivation of Vector Magnetic Potential We begin with the derivation done in chapter 2 for of the radiated fields for a half-wave dipole antenna in equation 3.11 which gives us the following expression for (4.11) 4.2.1 MATLAB ® Plots of Half Wave Dipole Antenna The expression can be plotted in MATLAB ® using the following code clear all; theta = [0:360]*pi/180; F = cos((pi/2)*cos(theta))./(0.0000001 + sin(theta)); Pn = F./max(F); Pn=abs(Pn); title (POLAR PLOT OF HALF WAVE DIPOLE ) polar(0,1); hold on; polar (theta,Pn,r); The MATLAB ® generated plot of normalized electric field for half-wave dipole for above code is as follows Figure 4.1: MATLAB ® plot for Normalized Electric Field 4.3 Modeling of Half Wave Dipole Using XFDTD ® 4.3.1 Introduction XFDTD ® is a full wave, 3D, Electromagnetic Analysis Software. XFDTD ® used solid, dimension based modeling to create geometries. To create geometry, library objects and editing functions may be used. Modeling of half-wave dipole antenna was carried out in XFDTD ® to test the softwares capability of generating far field radiation pattern. And also to get in depth knowledge of XFDTD ® before using it for the modeling of patch antennas, which is the foremost objective of this project. 4.3.2 Validity of Model As in the previous section the electromagnetic theory of half-wave dipole was studied and its mathematical equations for normalized radiated field was derived and plotted. This plot will be our reference plot while doing the modeling of half-wave dipole. 4.3.3 Modeling of Half Wave Dipole As we know the length of a half-wave dipole antenna should be half the wavelength of the operating carrier wave frequency. Thus the dipole modeled in XFDTD ® has the following specifications: Length of 30cm Frequency used 1 GHz Thin wire was used to create the dipole Source was attached in the middle Figure below shows the geometry of dipole being modeled in XFDTD ®. Figure 4.2: XFDTD ® geometry of Half-Wave Dipole 4.3.4 Results The far fields of dipole antenna were calculated by XFDTD ® and plots were obtained for far field versus both Phi and Theta, as shown in Figure 4.3 Figure 4.4. The results matched with the theoretically established results. Figure 4.3: Far Field vs. Theta Figure 4.4: Far Field vs. Phi 4.3.5 Plotting XFDTD ® Results in MATLAB ® The data for far fields from XFDTD ® was exported and matched with the theoretical results in MATLAB ® for the purpose of confirming the results. Help was taken from the XFDTD ® reference manual to learn how to export far field data. The XFDTD ® file was copied and the extension was changed to ‘.dat and name was changed to ‘XFTDT.dat Next this file was read by MATLAB ® using the MATLAB ® code provided [angle1, a1, c1, d1, e1] = textread(XFDTD.dat,%f %f %f %f %f, 361); angle1=angle1*pi/180; q=find(c1 c1(q)=-9; c1=c1+9; m=max(c1); c1=c1./m; polar(angle1,c1,g) The MATLAB ® result is shown n figure below. Figure 4.8: XFDTD ® radiation pattern in MATLAB ® The experimentally produced curve qualitatively matches with our theoretical calculations. The shape of the curve is similar to the theoretical description, whereas the scale is different. For the purpose of confirming this result, the data of this curve is also exported into MATLAB ® to be compared with previously simulated results. 4.4 Modeling of Micro Strip Patch Antenna Using XFDTD ® 4.4.1 Introduction After gaining confidence on the design of dipole antenna by comparing its results with the simulations and the results obtained from MATLAB ®, we use the same computational software for the modeling of micro strip patch antenna. 4.4.2 Validity of Model For the modeling of micro strip patch antenna, a paper of IEEE â€Å"Application of Three-Dimensional Finite-Difference Time Domain Method of the Analysis of Planar Micro strip Circuits† is reproduced. This paper is used as a reference so that the results could be compared in order to check the validity. The result of our exercise confirms the results of the IEEE paper; this takes us to design a micro strip antenna of our desired parameters. This training will help us gain the expertise over the computational software, which can be used for the modeling of multiple different antennas. 4.4.3 Modeling of Micro Strip Patch Antenna The antenna is designed for the frequency range from 0 GHz (dc) to 20 GHz. The dimensions used for the antenna centers it at 7.8 GHz. Although its results at the higher frequencies are also examined for the accuracy, the parameters for the antenna are given below: Duroid substrate is used with =2.2 Thickness is 1/32 inch=0.794mm Length = 12.45mm Width = 16mm Transmission line feed is used and is placed at 2.09mm away from the left corner. With these specifications the center frequency comes out to be 7.8 GHz and this can be verified from the link www.emtalk.com/mpaclac.php Figure 4.5 shows the geometry of micro strip patch modeled in XFDTD ®. Figure 4.5 Geometry of the micro strip patch antenna 4.4.4 Results The S11 plot of micro strip patch antenna was calculated by XFDTD ®, as shown in Figure 4.6 Figure 4.7 is the plot of the IEEE paper. This gives us the comparison between the two. Figure 4.6 obtained from the XFDTD ® Figure 4.7: Results of S11 parameters from published IEEE Papers Chapter 5 Micro Strip Antennas 5.1 Introduction These days there are many commercial applications, such as mobile radio and wireless communication, where size, weight, cost, performance, ease of installation, and aerodynamic profiles are constraints and low profile antennas may be required. To meet these requirements micro strip antennas can be used. These are low profile antennas and are conformable to planar and non-planar surfaces. These are simple and inexpensive to manufacture using modern printed circuit technology. They are also mechanically robust and can be mounted on rigid surfaces. In addition, micro strip antennas are very versatile in terms of resonant frequency, polarization, pattern and impedance as explained by Balanis [4]. 5.1.1 Basic Characteristics Micro strip antennas consist of a very thin metallic strip or patch placed a small fraction of a wavelength above a ground plane. The micro strip patch is designed so its pattern maximum is normal to the patch hence making it a broadside radiator. This is accomplished by properly choosing the mode or field configuration of excitation beneath the patch. End-fire radiation can also be accomplished by judicious mode selection. For a rectangular patch, the length L of the element is usually . The conducting micro strip or patch and the ground plane are separated by the substrate (Balanis [4]). There are numerous substrates that can be used for the design of micro strip antennas and their dielectric constants are usually in the range of . The substrate that we are using in our designs has a value of 4.6. Often micro strip antennas are also referred to as patch antennas. The radiating elements and the feed lines are usually photo etched on the dielectric substrate. The radiating patch may be square, rectangular, thin strip, circular, elliptical, triangular or any other configuration. Arrays of micro strip elements with single or multiple feeds are used to achieve greater directivities. 5.1.2 Feeding Methods There are numerous methods that can be used to feed micro strip antennas. The four most common and popular are the micro strip line, coaxial probe, aperture coupling and proximity coupling. In our designs we have selected coaxial probe as our method of feeding the Micro strip antenna. Following is a brief explanation of coaxial feeding as explained by Balanis [4]. Coaxial-line feeds, where the inner conductor of the coax is attached to the radiation patch while the outer conductor is connected to the ground plane are widely used. The coaxial probe feed is also easy to fabricate and match, and it has low spurious radiation. However is has narrow bandwidth and it is more difficult to model. 5.2 Rectangular Patch The rectangular patch is one of the most widely used configurations of Micro strip antennas. It is very easy to analyze using either the transmission line model or the cavity model, which have higher accuracy for thin substrates as explained by Balanis [4]. In our desig