Akeelah and the Bee

Akeelah was very successful in her Spelling Bee competitions. How many different learning skills are there in this movie to help all the spellers learn? Akeelah’s learning skills are what help her move further and further into the spelling bee. Basically, everyone in this movie has a different way of studying or learning. Akeelah, is a smart 11 year old girl who attends Crenshaw Middle School. She didn’t need to study for her spelling test, because she didn’t make mistakes on her tests. Akeelah doesn’t really fit in at school, she’s afraid of acting like she’s smarter than her friends or classmates.Before she goes for the Crenshaw School wide Spelling Bee, she studies alone. This makes her a Intrapersonal Learner in the beinging of the story. The principle wanted Dr. Larabee to coach her for the Regional Spelling Bee. Akeelah tells her principle no that does not need to be coached. She wanted to study alone. When Akeelah finally agrees to mee t with Dr. Larabee. She still very standoffish. She acted stubborn and hardheaded that she doesn’t need any help. So she ends up study by herself for the District Spelling Bee. She was very scared and nervous when she goes on the stage to spell because of all the people.She won tenth and made to the Regional Bee. There at the District Spelling Bee she befriends Javier a Mexican boy and fellow speller. He invites her to a spelling club at his school. The spelling club conducts itself outside on a basketball court as they pass the ball to each other to spell words. That makes me think that Javier is a Body/ Kinesthetic learner because he learns through body sensation moves around by playing basketball and spelling words. He also falls into Naturalistic learner because he’s outside while playing basketball and spelling words.Akeelah falls under the same two category but she does it a little different. She bounces the balls as she spells each letter. Another reason why I f eel this way is because she likes to be outside when studies her words. She overcomes her stage fright at the Regional Spelling Bee she’s a lot more confident. This is where I noticed that Akeelah is Verbal/ Linguistic learner. I then noticed another habit that she taps her hand on her leg as she says each letter. Just like when she was bouncing the basketball, again another example of her being a Body/ Kinesthetic learner.Dr. Larabee gives her a jump rope to spell the words as she spells, because she keeps time to spell better. This would make her musical/ rhythm because she’s keeping the rhythm as she jumps even when she taps on the side of her leg. Akeelah finally decides to apologize to Dr. Larabee so he can coach her. He doesn’t only want her to learn the words but life lessons as well. Dr. Larabee seems to be a Verbal/ Linguistic learner because he is a teacher and he communicates well through language and is a good speller. He was a former spelling bee co mpetitor when he was younger.Dr. Larabee also seems to be a Intrapersonal learner like Akeelah towards the end of the movie. The reason why I feel this way is because ,he wants to be alone doesn’t want to teach Akeelah any more. Dr. Larabee feels that teaching her is unpredictable. He gives her 5,000 flashcards to learn on her own. Akeelah gets overwhelmed with all those words, that she loses her motivation. With all the help of the neighborhood she learned all the words. As she was learning all these words she was using her jump rope outside going up and down the street.This is another example of her being a Body/ Kinesthetic and a Naturalistic learner. Because she moving her body and she’s outside while she does it. She makes it to National Spelling bee in Washington, D. C. Everything goes great because of her using a fake jump rope on stage to spell her words. The two finalist were Akeelah and Dylan, a Chinese boy who has won second place in the last two National Sp elling Bee’s. He is very contemptuous of her. Dylan’s father will not settle for second best.Dylan seems to be a Visual/ Spatial learner because he memorizes his words instead of learning them. They both win the National Championship. Mnemonic devices were used by all the spellers in this movie, because they would learn the spelling words. Then they use them when they would need them. For example they would use the word when they were ask to spell it In conclusion, most of the characters’ in this movie all had different learning style’s. But was also about the pursuit to pursuit to excellence the speller’s used. The difference between cramming and learning.

What’s Wrong in Marrying?

On reading Catherine Newman essay â€Å"I Do. Not. : Why I Won’t Marry? ,† the first point that arises in the mind is the amount of power and choice that women enjoy today. One cannot simply imagine this kind of freedom of thought or expression from a woman say, a hundred years back. Those were the times when most women didn’t even have the liberty to analyze or acknowledge their needs and desires. While the freedom that women enjoy today is a welcome change, Newman’s essay is wrought with a number of misconceptions and apprehensions. It appears that she hasn’t gotten over the fear of slavery that people experienced centuries ago, especially the one brought by the institution of marriage. The invisible bond that keeps together any relationship is trust. It may a bond between a child and its mother or father, between friends, between a student and a teacher, between two life partners, or between husband and wife. In today’s world a man and a woman have every freedom to choose their life partners. And, they can also choose on how they wish to live—whether they want to formalize their relationship by marrying or simply carry on until they are sure of each other. Prudent people will use their wisdom in weighing the pros and cons of any relationship that they may get into. Newman’s objection to marriage is the way in which a bride is â€Å"given away† by her father to her husband in the altars. She argues that the number of gifts that the father bestows on the daughter and the heavy money that he spends on the wedding make the bride look like a â€Å"commodity† that is being transferred from one to another for a sum. By this argument she overlooks the love and care that the father has for the daughter, and the last thing that will be in the father’s mind at the altar will be the welfare of his daughter and her new family and definitely not the money that he is spending on the occasion. There are many marriages that take place in a very simple manner and there are many that take place in a pompous manner. It all depends on the spending capacity of the families concerned and that doesn’t have any relation to the bondage and goodwill that goes with the ceremony. Newman mocks at the ritual where the bride blows the candle from her father by telling that the bride blows away her â€Å"naughty old independent self. † This straw man argument totally misrepresents the bride’s position and it is a negative way of looking at things. It would have been healthier if she had looked at the ritual from the point of view of the bride lighting up one for her husband and had said that it portrays that beginning of a new life. This only goes to strengthen Newman’s misconceptions of marriage. Another lame argument that Newman puts forth against marriage is by projecting the gay people. She argues that married people fail to acknowledge gay people and even humiliate them. This is a gross generalization and her fear of marriage is further proved when she asks the readers to assume marriage as a â€Å"fragile and gasping little injured bird† in trying to promote the cause of the gay community. She acknowledges that she had had gay relationship in the past until she found her partner, Michael. Her thoughts are baseless when she argues that she will be doing injustice to her gay friends â€Å"if I put on a beaded cream bodice and vowed myself away in front of all our gay friends. † She assumes that they will be â€Å"gossiping wickedly† against her and even goes to justify that â€Å"what they’re snubbing should certainly be a viable option. † Newman states out loud and clear that she doesn’t believe in monogamy. The argument that closely follows this statement is purely sensual in nature. She argues if â€Å"climbing onto the same exact person for fifty years† will maximize our â€Å"brief fling on the earth. She argues for variety and says that â€Å"it seemed cruel and unusual that one should have to give up so much in order to commit to a man. † She agrees that she and her partner do not practice monogamy and doesn’t seem to have any regrets about it. This doesn’t justify her stand against marriage nor are her arguments sound enough to rationalize polygamy. Some fears that Newman expresses towards marriage are the fear of losing her individual identity and the life-long commitment that wedlock demands. She conveys that neither she nor her partner ever felt the need to get married. She argues that strongly held beliefs on marriage and commitment can be aloof â€Å"from the world where people actually feel things†¦ The best life partner is exactly the sort of person who doesn’t crave possession. † She claims that marriage brings with it the baggage of possession of one’s wife or husband! This argument is feeble in today’s world. People are quite independent to do what they want, and what keeps a family together is not â€Å"possession† but simple caring, and love and take. Newman seems to enjoy the fact that she gets to choose and be chosen to continue her relationship with her partner every day. She says that when a couple is not married and when they remain partners, they have to constantly keep choosing each other. She seems to take pleasure in the choice that she and her partner make every day to keep the relationship going. This way they feel more wanted and the â€Å"unmarried space† helps them to move forward and keeps them going she says. Dr. Neil Clark Warren in The Cohabitation Epidemic sums up this attitude beautifully well: â€Å"The fundamental agreement upon which live-in relationships are based is conditional commitment. This attitude says, â€Å"I’ll stick with you as long as things go well. But if we run into problems, all bets are off. † Relationships that begin with a quasi-commitment carry the same mind-set into marriage. When things become trying, as inevitably they will from time to time, the spouses say goodbye. † Newman says that they are quite devoted to each other, and with the birth of her child the bond between them has only grown stronger. She feels that there cannot be anything more â€Å"permanent soul binding than the sharing of the child. † She proudly confesses that her partner has taken on to his duties as a father like a fish to water. But somehow, the fear of getting married seems to linger on and she continues arguing against marriage. Newman’s fears are purely psychological in nature and they do not have any solid reason behind them. In putting forth pseudo intellectual arguments she does not offer clarity of thought. Her thoughts are distorted views coming from an immature person with some kind of a psychological fear for commitment. It is natural that a person who seems to have a fear psychosis towards marriage objects to it. Wedding or live-in relationship—it all depends upon the individuals. As Nancy L. Van Pelt and Fleming H. Revell put it, â€Å"Whatever happiness is achieved results from personal effort, knowledge, love, and commitment. † No magic happens with marriages in making individuals better. There are men and women who walk out of marriages even after having children. So, Newman’s argument that kids are â€Å"permanent soul binding† is void. However, with marriage, the commitment becomes legal and the people involved in the break up are legally bound to fulfill certain obligations to each other. So even while the break up is painful, there is still a legal protection offered. In a live-in relationship, this protection doesn’t exist.

How Did the Gasoline Shortage of the Era Differ from the Energy Crisis of Our Time

In 1973, the United States was placed under an OPEC embargo for political reasons. Middle Eastern members of OPEC wished to protest American involvement in an ongoing conflict with Israel, and these nations struck the United States where it hurt, depriving them of oil in 1973 and again in 1977. About 60 percent of the oil that Americans consumed in the 1970s was produced at home, and large reserves remained under native ground. But vast quantities of crude were imported, and in October 1973, Americans discovered how little control they had over the 40 percent of their oil that came from abroad. 810) Since 2003, a rise in prices caused by continued global increases in petroleum demand together with production stagnation, the falling value of the U. S. dollar, and a numerous of other lesser causes. Fortunately, today we haven’t seen the fuel rationing of the 1970’s. â€Å"We remember when the phrase ‘sound as a dollar’ was an expression of absolute dependabi lity, until†¦ inflation began to shrink our dollar and our savings. We believed that our Nation's resources were limitless until†¦ we had to face a growing dependence on foreign oil,† Jimmy Carter, 1979. In his â€Å"Malaise Speech,† President Carter described American disappointment with government and a â€Å"crisis of confidence† in the ability of the nation’s leaders to work together to build a stronger America. You only have to open the newspaper today to note a comparable type of malaise caused by the overall perception that government is either unwilling or incapable of helping its people. In households across America, the term politician has become synonymous with power, self- interest, and ineffectiveness.

Keynes theory and the Great Depression Essay Example | Topics and Well Written Essays - 1250 words

Keynes theory and the Great Depression - Essay Example The Great Depression is believed to have come as a result of the changes in the money supply. The important events that happened in the years between 1929 to 1940 would allow different economists to come up with different theories to explain the Great Depression. Events in the wake of the great depression included the changes in the nominal GNP and the monetary stock, price changes, and the changes in the size of the various elements of the money stock. Few economists such as Friedman and Schwartz were more interested in explaining the original downturn in 1929 that later changed into the Great Depression but however other events such as the stock market crash and the recession period might be contributing factors in the onset of the Great Depression. The decrease in the number of people that would go banking in the early 1930, greatly reduced the money multiplier and the money stock. With regard to this problem, the Federal Reserve was unable to handle the situation through the use of open market operations and giving of loans to banks to facilitate supply of money created a severe situation in the economic activity. Critics argue that this failure policy by the Federal Reserves was as a result of leadership failure. Nevertheless, the recovery of the monetary system between the years 1933-1936 was followed by an economic fall and monetary policy decline in 1937 which the economists believe was as a result of the increase of the required reserve ratio in an attempt to handle the banking system problem.

Free Will and Personal Responsibility Case Study

Free Will and Personal Responsibility - Case Study Example To prove the superman theory, they murdered a fourteen year-old boy named Bobby Franks. Also, they committed the murder of Franks to prove that they were intelligent enough to outsmart the police and create the perfect crime. However, because of the negligence of leaving behind Leopold's glasses near the dead body, the police was able to prove that they were the perpetrator of the crime. Ultimately, they had been convicted for the crime that they committed. The defense counsel of Leopold and Loeb presented a closing argument justifying the murder committed against Franks. The main argument of the closing speech is that Leopold and Loeb's act of murdering Franks was a necessary consequence of their background, their upbringing and the principles of Nietzsche. According to the defense counsel, all these factors drove them to killing another person. The combinations of said factors afforded no other result other than the horrific crime committed. As such, Leopold and Loeb could not be held responsible for their actions. Therefore, they should not be punished for killing Franks. To support this argument the lawyer presented the three points. First, Loeb's and Leopold's upbringing served as a breeding ground for a twisted sense of morality. Loeb was raised by a governess who pushed him too hard on his studies. It was because of the strictness of the governess that Loeb was swayed into rebellion. And the form of rebellion that he took is to read detective stories that were forbidden to him. Loeb's fascination lead to him to observe that in all these stories, the detective always wins. The detective always figures out the puzzle to the crime. Because of this, he became challenged. He became captivated and obsessed to formulating the perfect crime - one that may not be solved by the brightest detective. Leopold on the other hand was an intellectual. Because of this, he was accelerated in school. On the downside, he failed to develop this emotional part of his being. He was so smart that he took a liking to Philosophy, particularly the teachings of Nietzsche. And Nietzsche believed that an intelligent man is above the law and morality. The second thing that the lawyer pointed out is that with the fascination in detective stories, it is but understandable that a highly intellectual person would be challenged to formulate an undetectable crime. They would prove that the detectives do not always win. From the lawyer's point of view, because of this challenge, it was natural that they create the perfect crime. Hence, Loeb cannot be faulted for his creation. The strictness of his governess and the challenge brought by detective stories was to be blamed for his action. The third point that the lawyer raised for Loeb and Leopold's defense is the teaching of Nietzsche. Nietzsche was strong in his teachings that the intelligent man is not bound by the ordinary rules in morality. Than in fact, the superman is the law by himself. Leopold firmly believe this. And because of which, what else can be the result but a series of acts defying the law and morals The last defense that the lawyer raised was that of insanity. He claimed that who in their right mind would exchange

Leadership and Management Essay Example | Topics and Well Written Essays - 4000 words

Leadership and Management - Essay Example Let us discuss both concepts in detail in order clarify that leadership and management have no clear differences. Leadership refers to the act of guiding people towards the achievement of goals and objectives. Leaders within organizations are people who encourage followers to utilize their full potential and get new opportunities to learn (Cherry, 2010). Leaders view the need for change as an opportunity for individuals to grow in their professional lives and increase their levels of productivity (Elkington, 2010). Leaders motivate people to put all of their efforts to achieve their goals. The goals can be personal, social, political, or organizational depending upon the circumstances. The role of leaders in the whole process of achievement of goals is to identify the need of the followers, making them aware of the need to fulfill those needs, giving followers a well-designed and effective strategy to follow to achieve those goals, and motivating people to continue their efforts in case of any problem. Leaders are the people whom their followers believe. Followers have full confidence in the ac ts and thoughts of their leaders and they do exactly what their leaders ask them to do in the process of achieving goals and objectives. On the other hand, managers manage the activities of their employees. They do so to achieve organizational goals without any delay and in an effective manner. As Simmons (2012) states, â€Å"managers always realize that effectiveness is the real goal, and efficiency is necessary but not sufficient for sustaining a healthy organization†. Managers guide their employees whenever they feel some difficulty in their assigned job tasks, plan activities, do proper scheduling of tasks, organize the activities of employees, lead and motivate them, control all issues related to workplace so that no delay occurs in the achievement of goals. Management generally deals with doing things

China and minimum wage Research Paper Example | Topics and Well Written Essays - 1000 words

China and minimum wage - Research Paper Example The 1994 labor act specifies that work done after the normal standard working time shall be paid as overtime. The overtime, however, should not exceed three hours in a single day (Chiewping, 2009). Wages should be paid to workers on a monthly basis and in a legal tender. Wage deduction and late payment of workers is firmly prohibited. The labor law on article 48 specifies that the statutory minimum wage should be sufficient enough to sustain the needs of the employee. In March 2004, the ministry of social security and labor in China executed the minimum wage doctrine. The regulations were developed to establish a framework for adjusting and calculating the minimum wage (Zhao, 2010). The guidelines stated that the government should adjust and determine the cyclic minimum wage for full time employees by considering the following factors: An extensive collection of minimum wage levels exists across the whole country since local conditions determine the calculations. Coastal regions are characterized by high minimum wages due to their economic strength. The western provinces together with the central regions on the other hand are characterized by low minimum wages. In an attempt to attract migrant labor force, governments in remote regions such as Xinjiang and Tibet have established high minimum wages levels. On May 2013, Shanghai recorded the highest monthly wage level with Shenzhen closely following behind. Anhui region located in the central province recorded the least minimum wage (Chiewping, 2009). Regulations endorse that 40 to 60% of the regular monthly wage should be set as the minimum wage. Local governments should also embark on the task of carrying out an adjustment review regularly. In the middle of the international economic crisis in 2008, however, the government froze all the increases made on minimum wages (Yongnian, 2013). In

Labor Supply and Demand Scenario Essay Example | Topics and Well Written Essays - 500 words

Labor Supply and Demand Scenario - Essay Example The latter sector constituted by men and women without reference to age and educational attainment, as long as they possess high quality of English proficiency and/or other foreign languages, depending on the destination countries. This happens due to the decision of industrialized countries to concentrate on advanced technologies and thereby setting aside the communications side of their companies. Since the latter eats up much of the investment of companies, and considering further that citizens of these countries demand high salaries, international companies opted to shift this demand for labor to countries where salaries are relatively lower. Since outsourcing requires a fixed cost for communications, it is on salaries that companies limit on the cost. If the communication cost is below than the critical level, outsourcing would increase the aggregate output of business service. Trade in business services increases the productivity of semi-skilled labor in the consumer service if the number of business partners is greater than the percentage increase on the fixed cost. This scenario led to the increase of salary scale of the semi-sk

BUT WHY IS IT ART Essay Example | Topics and Well Written Essays - 1500 words

BUT WHY IS IT ART - Essay Example A remarkable advancement in this field has been realized owing to these efforts. This knowledge has an aspiratory effect on those interested in arts as a career and works as a yard stick to making artwork finer. The field has experienced diversity in approach which has seen it transform lives and perception on skills relevant to it. Computerization of some procedure and mechanisms is worth mentioning as it brings about positive impact in art work. As such, an analysis of two artists who have exhibited interesting skills will be scrutinized in the sections to follow. In this essay, I will make my argument that marketing skills, critical analysis skills and communication analysis skills count as the most important fresh skills required by the contemporary artists. As such, I will use the work of Richard Schmid, Colin McCahon, Abdessemed and Pedro Cabrita Reis to demonstrate the reason as to why these skills are crucial. Diversity as a factor that cuts across the work of these artists will be considered so as to make its importance vivid. Richard admits of realizing lots of change in art work as a career. His work in painting reflects the change by modernity exhibited in every piece of painting. Despite his age, advancement is inevitable making him work towards attaining world class status in painting works. Just how he does this would be the most relevant question at this point. Transition through attitudes is one of the success skills adopted by Schimid in defining his identity in painting. This is in line with the twentieth century dogma which is looked into when considering painting and drawing as an art. Must adhere to ideologies of the time include idea expressiveness, inventions of unique ideas, and manipulation of space. Craftsmanship became overridden by extreme order and total distortion which dominates all through painting and drawing art work. He considers other

The Effects of Air Pollution Essay Example | Topics and Well Written Essays - 1250 words

The Effects of Air Pollution - Essay Example When it comes to air pollution, you can actually find many of the problems affecting the life of a person and other living things. However, all of the problems caused by air pollution create different effects with different severity. But, there is no doubt about the fact that global warming is one of the most important issues associated with air pollution. Global warming is all about the increase in average temperature of earth that ultimately creates an impact on the climate. With a change in earths temperature it is obvious to see some fluctuations in the rainfall patterns and sea levels. When it comes to global warming, the major role is played by humans through the buildup of heat-trapping green house gases. Plus, carbon dioxide, methane and nitrous oxide play their part to aggravate the situation. However, carbon dioxide is the major contributor as according to IPCC, UK emitted 38 billion tonnes carbon dioxide in 2004. Also, 85% of UKs man-made emissions was carbon dioxide in 2007 (UK Emissions of Carbon Dioxide, Methane and Nitrous Oxide by National Communication Source Category) Global warming is one of the pressing issues faced by today's world but this change in climate is not new. If you will delve more into the details pertaining to the start of this particular problem, you will find out that it has been taking place for thousands of years. The difference is that it was happening as a natural cycle in past, which implies that earth experiences an ice age with a temperature increase and decrease, but it is now taking place for different reasons and on much faster pace. With an increase in the carbon dioxide, this problem is getting worse and it is thought that the start of the real problem was during the industrial revolution. But, it is worth mentioning that the topic about the actual start of global warming is frequently debated and different experts have different opinions. According to William Ruddiman, a climate scientist with the University of Virginia, "People may have begun altering the world's climate as early as 8,000 years ago" (Global Warming Started Long Before Industrial Revolution). It is well before the industrial revolution but the fact remains that it has created more problems with industries emitting a large amounts of carbons. Knowing when the entire problem started is not as important as knowing more about its causes and impacts. Actually, the problem exists because of deforestation and industrial revolution. Plus, production of energy is another reason behind the existence of this problem. Large amounts of carbons come from burning fossil oils and the problem is more likely to exist with an increase in population. The impact of global warming is huge. Due to global warming, sea levels are rising, glaciers are melting and with drying of cloud forests wild life is striving for its existence. What it means is that all living things are impacted by the problem. For humans, the impacts of global warming are severe. For instance; With a change in temperature, global ocean level will rise to create problems. It is found that a one meter rise in global ocean level would make Egypt to lose 1% of its land. Climate change will affect crops which can be extremely damaging for people living in South East Asia, sub-Saharan Africa and tropical areas of Latin America. Composition of many ecosystems may

Compare Yvette with Virgil.(The Apprenticeship of Duddy Kravitz) Article

Compare Yvette with Virgil.(The Apprenticeship of Duddy Kravitz) - Article Example As for Yvette, she is in love with the protagonist and tries to take care of him. This woman does everything possible to change his selfish nature and teach him morals. She believes that time will pass and Duddy will appreciate her love and patience. Unfortunately, nothing is changed and Yvette gives up her attempts to find an ideal sweetheart in the person of Duddy. Yvette cannot stand the protagonist’s ambitious character any more. Virgil does not try to change Duddy, despite Yvette. He just does his work and obeys Duddy, his boss. It seems that Virgil is more realistic than Yvette. He understands that it is impossible to change a person for the better without his/her own decision to improve his/her character and attitude towards other people. Both Yvette and Virgil are great dreamers, but their dreams are different. Yvette is more worried about her own personality. This woman wants to find her true love. Virgil’s dreams do not concern only him. He wants to help other people; this person has an intention to help epileptics. His plan is to create an Epileptic Awareness publication to give these people the same support as all other minorities have. Works Cited Mordecai, Richer. The Apprenticeship of Duddy Kravitz. New York: McClelland & Stewart, 2001. Print.

On the Meaning of Life - John Cottingham Essay Example for Free

On the Meaning of Life John Cottingham Essay What is our relationship with the universe – who are we and how did we come to be seems to be the ultimate question of the meaning of life. This question has always sparked powerful debates between the views of the religious and modern science. Many believe this topic is a one-sided issue where these views cannot co-exist with one another, either one’s a theist, believing in God as the soul creator and ruler of the universe or an atheist, disbelieving of a supreme being or beings. But in actuality, modern science does not count against the nature of a divine creator behind the universe. So as modern science offers an account of how things happened, religious beliefs account for a certain aspect of â€Å"why,† aiming towards finding significance and value. In On The Meaning of Life, John Cottingham argues in order to have meaning, you must not eliminate one theory from the other; modern science and religion must co-exist together. First, what’s the meaning of modern science, and why does it contribute to the meaning of life? Philosopher Rene Descartes believed in mechanism, a theory holding that organisms are machines in the sense that they are material systems, therefore explains biological processes, within the framework of science. In order to discover a fundamental set of principles that is â€Å"based ultimately on the universal laws of mathematical physics that governed the behavior of all natural phenomena, celestial and terrestrial alike,† (6) Descartes banish teleology (any system attempting to explain a series of events in terms of ends, goals, or purposes) from science. He believed in order to conceive this unified theory there was no room for purposiveness, and since this universal law was made of mathematical physics, â€Å"there was no attainable answer to the question why† (6). But Cottingham thinks if we were to achieve and complete a [super-theory linking gravity and quantum physics] together to answer the ultimate question, we still would [fall short of explaining why there should be a universe at all]. Cottingham’s belief is acceptable because if this super-theory was completed, that included all observable phenomena in the universe, this theory still would not answer the question to â€Å"why is it so. † This is where science has reached its limits. Religion takes off of where science can no longer be held accountable to the meaning of life. Why should there be a universe there to explain? Unlike the language of science, religious language â€Å"grapples with the task of addressing what cannot be fully captured by even the most complete scientific account of the phenomenal world† (8). Instead of finding significance in terms of physical quantities and mechanical interactions, religious language reflects on the universes power, beauty, rhythm, and harmony. Therefore, religious discourse pushes the limits of the observable, towards uncovering something beyond the phenomenal world, in hopes of giving meaning to the universe and to our human lives. Cottingham believes religion â€Å"adds a framework within which that nature is revealed as more than just a set of characteristics†¦ encourages us with the hope that the pursuit of virtue†¦ contributes to the establishment of moral order that the cosmos was created to realize† (72). In other words, the religious perspective offers a possibility for human purposeness by providing a powerful focus on moral goodness. Religious discourse is important because since science accounts for how the universe and humans were made. We feel that we are thrown into this world where nothing ultimately matters, but religion offers hope, value and significance towards life. After examining the different aspects modern science and religion brings to the ultimate question, Cottingham urges to combine the language of science and religion together in order to have meaning. Cottingham states â€Å"in strict logic there is nothing to prevent such a purely mechanical system (of efficient causality) coexisting with a purposive system (of final causality)† (48). Therefore we must not eliminate the possibility of the two systems (modern science and religion) existing together. Philosopher Leibniz’s envisioned a world of spiritual purposes functioning in harmony with the world of physical mechanisms. This is also known as blind mechanical systems, â€Å"whose outputs, at the same time, constitute the purpose planning and doings of conscious agents† (48). Believing mechanisms and purposes could together provide an instance in support of the ultimate question of the universe. In addition, Spinoza had a parallel vision to Leibniz. He believed the universe of physical mechanisms (under the attribute of extension) exactly corresponds to spiritual ideas linking meaning and purpose to a willed creator (under the attribute of thought). Thus, we are dealing with [one and the same thing but expressed in two ways]. This showed Cottingham that since there has been no evidence to favor modern science of being the explanation of a divine nature, it does not logically eliminate the possibility of a divine creator of its meaning. So where science accounts for our human nature and origin, saying we have no ultimate significance, spirituality offers human life a sense of value. Darwin’s theory of natural selection opposes the possibility of linking modern science and religion together in one system. In order to get a sense of what threatens the framework of religion, this is the standard account of our human nature and origin: About fourteen billion years ago, the cosmos†¦including matter, radiation, space and time somehow began, exploding from a tiny concentration of matter-space energy†¦gravitational effects caused matter to clump into hydrogen masses†¦fusing into helium. Explosions caused new heavier elements, which formed into plants. On at least one planet, a self-replicating molecule arose†¦evolved into living organisms, which diversified into all kinds of plants, animals, microbes etc. , all solely as a result of natural selection. After millions of years one such species became intelligent. Man is a product of these blind forces. The main conclusion from this theory is that the universe and everything in it is a result of natural selection, including humans therefore Nottingham presumes â€Å"there is no ultimate significance to the universe or to human life,† (42) throwing out the idea of any religious significance. Darwin believed that human origin came from a purely accidental chain of blind natural forces. His view gave no choice or purposiveness in the divine nature, because everything was an entirely impersonal process. But Cottingham argues although this discovery has been scientifically accounted for, it is based on interwoven interpretation, an â€Å"interpretation that goes far beyond the truths and hypotheses that pertain strictly to the natural science† (43). And that viewing religious thought as something able to be replaced by modern science is strictly a metathesis â€Å"-a claim that operates at one remove from the claims of science itself† (43). As a result, Darwin’s theory cannot be taken very seriously because the standard account of human nature and origin is dependent on interwoven interpretation that has exceeded far from the fundamental principles of science. In essence, in order to account for the meaning of life, one must not choose modern science over religion or religion over modern science. Having one theory over the other does not manifest to the ultimate question of the meaning of life. Instead, we must link the two frameworks, divine nature and creator into a unified system. In Cottinghams words, we â€Å"must leave the door open for the theist as indeed it does for the atheist. † For where modern science can be longer contribute its findings to the meaning of life, religious language ascends from it bringing significance and value to human life. Beckie Chung Dreaming of the Earth 4 November, 2007 Cottingham, John. On The Meaning of Life. New Fetter Lane: Routledge, 2003.

UK Wrist Watch Industry | Marketing Strategy

UK Wrist Watch Industry | Marketing Strategy During late 2008 and 2009 confidence of consumer fell and people became more aware about their spending in watches and jewellery has not been immune to the economic climate. During 2005 jewellery and watches market grew by 10 % were it reaches to  £4.8 billion in 2010 and over next five year Mintel forecasts is 11%growth in watches and jewellery market. Hence 2011 is also going to be the year to invest in mens jewellery. Stephen Webster presented a strong case for mens jewellery at IJL in September 2010, and assuming male customer only want watches and the odd signet or chain could lead to missing out on a potential wealth of customer. Its not that male customers dont want it: they just dont know they want it. Men dont have thinking about what to wear as women do, explain Webster. But once a man is bejewelled, theres no looking back. They also dont wait for special occasions like woman do, and they can go from zero to jewellery enthusiast in no time. Market research company Mintels September 2010 report Watches and Jewellery Retailing UK found that 20% of male respondent said they like receiving jewellery as a gift, and 12% said that they had purchased all of their own jewellery. So the market is clearly there to be exploited. http://www.retail-jeweller.com/trends/in-with-the-new-2011-trends/5020089.article Rapid increase in gold prices and recession change many consumers mind to buy silver instead of gold, this trend is rising to nearly three in ten women with almost one in five people wearing silver jewellery than gold; particularly young people aged 15-24. Now days Consumers are willing to experiment and try new looks with little minimising their bank balances which means many costume jewellery items are affordable and easy disposable without denting their bank balance. Young aged under-35 is more open to pay large amounts for watches these are consumers who do not wear jewellery to express their individuality or to show their consumer spending power. As the research has should that 86% of consumers wear a watch, were 40% only buy a new watch when their old watch is broken. The new reason for purchase a watch could be watchs main function with health benefits as a new way of helping the consumer. http://oxygen.mintel.com/sinatra/oxygen/display/id=479809 Executive Summary: https://www.keynote.co.uk/market-intelligence/view/product/10331/chapter/0 Why buy me. Can be better explain by to fend off the competition by constant innovation, reinvigorate, recalibrate, update. Many brands and companies are continuously renovating their business and holding positioning themselves for growth. Positioning able offerings for brands and availability of product in the market. Several key target groups and users meet their needs as it reaches a certain mode of consumers and delivers benefits to them. Consumer and user are attributed by benefits and product as they are depended on how actual approach of a company or brands position communicates in the market place. As a result positioning or product of a company find one to keep further distance itself from competitors which is based on list of items, but very importantly in six key :, Distribution, Quality, Attributes, Product, Price and Usage Occasions. As compared to earlier times consumerism has undergone a sea change where the consumers are informed about the products. Hence, the market has become customer centric. Understanding the importance of customer is become the structure of business; in effects companies have started in regular basis i.e. repositioning exercise. In the recent times Titian Industries Ltd had a major brand repositioning exercise was planned more in order to provide more to its customers. Now the company holds new position. This study will help to understand the revived positioning strategies of Titan watches. An analysis of repositioning strategies of Titan also forms of the study. Firstly it is important to understand the overall wrist watch industry in UK. Secondly to study the brand positioning and re-positioning strategy of Titan wrist watches and to find out about the loyal customers of Titan watches as they are aware of the new positioning strategies of the company and how they used them. To study primary and secondary data have been used. Analysis UK wrist watch industry and brand repositioning strategies of TITAN Company has been analysed and completed on the basis of secondary data. Internet, journals, books and magazines have been used for this purpose. Project comprises conducting a questionnaire survey. (function() { var scribd = document.createElement("script"); scribd.type = "text/javascript"; scribd.async = true; scribd.src = "https://www.scribd.com/javascripts/embed_code/inject.js"; var s = document.getElementsByTagName("script")[0]; s.parentNode.insertBefore(scribd, s); })() Introduction: 1.1 Theory and concepts: According to Peter Drucker A business has two and only two basic functions: marketing and innovation To maintain business relevance and market position, it is important to continuously innovate and invent brand image in the market to pace with change and intense competitive pressure in the marketplace. In this context, now days brand positioning and revitalization strategies have become a business vital part for battling brand erosion. Further heightened for brand repositioning is because of rising cost and high risk connected with launching a new brand in market. Increase in the cost and high risk related with launching a new brand that is a part of brand reposition. Brand reposition has received very importance in the marketing literature and treated as a difference of brand positioning. Reposition can be required as the market changes and new opportunities occur. In order to reach the customer which was never targeted at first can also be targeted with brand reposition. In order to change its image in the market it is important to focus towards brand repositioning, although it is one of the toughest and harder actions for repositioning of familiar brand in market. As per Solomon, essential part in the marketing efforts is position strategy because companies have to use the elements in the marketing mix to influence the customers understanding the position. There has to be several choices to be, so to as to be in more attractive and relevant position. It is important for the person who is reposition for the reposition to know and understand why reposition is necessary and its need, and if the offer is the one that will change or just the brand name. While repositioning it is important to undertake and understand all the risk factors that is likely to affect it in the market. A company risks its credibility and reliability more while repositioning its brand in the market and the need for a thorough strategy is very important to avoid any occurrence. Some analyst argues that to successfully reposition a established brand name is almost impossible because repositioning of a brand can make the most loyal customer to switch brand. If the brand is eroded then brand reposition becomes important. Numerous attempts to reposition brand in the market may fail which is testified by many company for example while soft drink has successfully been able to connect with the youth though they exist for 40 years in the market but at the same Levis, jeans has been losing its market share to newcomers such as The Gap despite numerous campaigns designed to reposition the brand trend. 1.2 Literature Review: The reposition strategy is defined into three stages that is: Introductory Elaboration Fortification This involves the introduction of a new or a repositioned brand, seeking underline the brands value over others, and to broaden the brand position. It is truly hard to change the customers perceived attitude towards a brand, and therefore the risk is great that the attempt to repositioning might fail. After rolling out the strategy, it is time to modify the proposition through update of the personality and through repositioning. There pros and cons with both of this segments and it is great significance that they are truly calculate when deciding the next step in the process. To understand it more deeply http://htmlimg4.scribdassets.com/55f3acalz4nfgla/images/10-81b5e3fa9c/000.jpg Figure 1: Stages in brand strategy development. When a company modifies or change something that is already there in the market established in the mind of the customer that is called as repositioning. Different profession and individuals have different meaning and understanding towards Repositioning. There are few different definitions and greater understanding about this concept: Repositioning is a change, principally about triggering the vision, mission and value in a new direction that is more suited f or the brand in the future- Brand manager consultant. Principally, reposition concerns changing the consumers perception of the brand PR consultant. Repositioning is built upon the change of unique and differentiated associations with the brand in some kind of direction; it is about having a balance between the category party and differentiation when using reposition strategies (Leading Brand strategies) From these definitions, it is obvious that reposition is about moving something to more attractive and relevant position. Reposition direction is often decided as to what a company wants to achieve. There is also a visible relation between price and quantity aspects. When a company perceives the market as a demand curve, the purpose is to down stretch or upward curve. When moving up and there is a need for reaching the premium segment and expand up wards. Figure: The principle of reposition. When striving towards a new position in the market, it is important to understand those consumers are limited. Peoples minds select what to remember and it is important to convince the consumers with greater arguments. The market always strive for change which is rapid and therefore repositioning can be necessary to meet these demands, newer and stronger arguments have to be established to convinced them to stay as loyal customers. As repositioning is a very complicated matter and therefore there are no detailed theories or models. Aim for repositioning is different for different person, and the only connection between all the different theories is that repositioning is moving something from somewhere towards a greater position at the market. Corstjens and Doyle (1989) identified three types of repositioning strategies: Zero repositioning, which is not a repositioning at all since the firm maintains its initial strategy in the face of a changing environment. Gradual repositioning, where the firm performs incremental, continuous adjustments to its positioning strategy to reflect the evolution of its environment; and Radical repositioning that corresponds to a discontinuous shift towards a new target market and /or a new competitive advantage. After learning the repositioning of several brands from the UK market, the following 8 types of repositioning have been identified. These are: Increasing relevance to the consumer Increasing occasions for use Making the brand serious Falling sales Bringing in new customers Making the rand contemporary Differentiate from other brands Changed market conditions A four phased brand repositioning approach can be followed to achieve the intended benfits- Phase I. Determining the current status of the brand Phase II. What does the brand stand for today? Phase III. Developing the brand positioning platforms Phase IV. Refining the brand Positioning and Management Presentation The advantages that can be derived from brand repositioning exercises can be summarized as: Value over others Updated personality Relevant position The risks associated with such strategies are: Loss of focus Neglecting original customers Losing credibility for the brand Confusing the brand Therefore, in order UNLEARN the brand positioning one must help the customer to know brand repositioning in more difficult than initially positioning. This can be done by: Carefully crafted communication New products, packaging Associations with other brands ( co- branding, co- marketing, ingredient branding, strategic alliances, etc) that reinforce the new brand positioning. This exercise is so critical to an organizations success that the organizations and leader in marketing/brand management should develop skill preferably with the help and facilitation of an outside brand positioning expert. Research Methodology: 2.1 Objectives To study the current scenario of UK wrist watch industry. To review the brand positioning strategies of different sub-brands of watches. To analyze the brand repositioning strategies of watches. To study consumer awareness and perception about the brand repositioning strategies of watches. This study will help to understand the gap in its communication strategy regarding brand repositioning exercises and the further measures to be taken for effective marketing communications. 2.2 Limitations: The study is confined to London area only There is possibility of sampling errors in the study The responses of the consumers may not be genuine Questionnaire may not be comprehensive 2.3 Sources of Data Collection: The relevant data was collected from both primary sources and secondary sources. The starting point of my information gathering has been the secondary sources such as internet, books, and journals and so on. Firstly, brand positioning and repositioning strategies of Titan, secondary sources such as internet, insurance magazines, and journals and so on. Then I conducted a consumer awareness survey on brand repositioning strategies undertaken by Titan watches in recent times. 2.4 Sampling: To conduct sampling of 50 loyal consumers of Titan and in the age group of 20 30 years for this study. Since Titan has taken up brand repositioning strategies since January 2011, consumers who have seen the previous and new campaigns have been targeted. 2.5 Primary data: Data was collected through an interview schedule, consisting of both open ended and closed ended questions. It consisted of the parameters like reasons consumers brand preference, recollection of earlier tagline and advertisement, brand ambassador of Titan awareness of new tagline and campaign featuring sportsmen and actors from International body and so on. The data was collected through e-mails, telephone contacts and one to one personal interviews. Industry Overview UK Watch industry: In 2004 and 2008 market report examines the jewellery and watches market in UK were fluctuated and fell by 2.8% and finish at  £4.33 billion in the review report. Large declined in 2008 contribute to the global economic downturn and UK recession which adversely effected nearly all UK industries. The only unaffected by the downturn was the luxury end of the market end, but by the 2008 and 2009 it begun to take effect on it. In recent year the jewellery and watches become increasingly competitive. Although this market have wide range of suppliers and retailers also online retailing have contributed highly for transparent for information on pricing and availability of products. This was a positive trend for small brands that was previously unable to deal with consumer directly. Some larger retailers and few independents have developed their transactional sites to deal with their consumer demand. The product which have high rate of consumer penetration with around a third of the UK population owning piece jewellery and watches. In 2009 downturn in UK economy shows that it will affect all areas of consumer spending and unlikely to show reversal in near future. It seems the concepts of a wrist watch have become that of a status symbol rather than a practical chronometer. According to a survey that suggest one in seven people in the UK has no need for watch, apart from as a fashion accessory. Gadgets such as iPods, laptops and mobile phone, represent threat to the watch industry, survey conducted by Mintel. Even in the age of iPhones, people spend huge amount of money on a quality time piece, with high-end brands such as Rolex and Tag Heuer adorning blinged up wrist of rappers, bankers and fashionistas alike. http://www.wharf.co.uk/2010/11/why-wrist-watches-are-dialling.html SWOT ANALYSIS OF THE UK WATCH INDUSTRY: Strengths: Watch industry is growing industry which faster rate As the population is rising, the watch market is also expanding Customers are not very price sensitive as far as quality watch is concerned Weakness: There is not much advertising done by watch industry No innovation in products There are few number of exclusive showrooms that reduces the consumers accessibility to the product There are few marketers, who are concentrated only upon a particular niche segment (Tag Heuer ) Opportunities: There is more need of fashionable luxury watch and fine luxury watch brands that can be targeted in UK, as customers are more like trendsetter and fashionable. UK especially London is a metropolitan city which makes it more attractive for the new company. Youth are more brand conscious than their predecessors. That leads to the expansion of the market for branded watches. Threats: There are many foreign players entering in the race Too many players will dilute the market and the profit margin. Mobile phones acting as substitutes of the watches. The Indian watch industry began in the year 1961 with the commissioning of the watch division of Titan. The first watch model manufactured by HMT was the Janata model in the year 1962. HMT was the leader in the watch market till the Tatas formed Titan watches in association with Tamil Nadu Industrial Development Corporation in the year 1987. They took a major strategy decision, which later changed the face of the Indian watch market to manufacture only quartz watches. Liberalisation in 1992 and removal of quantitative restrictions due to WTO has opened the doors for many the Indian market viz. Tissot, Swatch, Omega, Rado, TAGHeuer. The import duties on watches are falling which makes the Indian market look attractive for the global majors like Casio, Swatch and Citizen. Company Profile: Overview Titan is one of the largest watch producer in India and sixth largest in the world. Titan manufactures over 7 million watches per annum and have 65 million customer. In 1984 titan was established as a joint venture between the Tata Group and Tamil Nadu Industrial Development Corporation. Manufacturing in a state- of -the art at Hosur, Tamil Nadu the company brought the large change in Indian market, by offering quartz technology with international styling. By understanding the different segments in the market, the company launched its second brand Sonata watch, as value brand for those who like styled watches with affordable prices. In last two decade the company has build an very good impression in watch business to become Indias largest manufacturer and world largest sixth manufacturer of watches. This was mainly because good formidable distribution network. Being one of largest retail chain of exclusive retail showroom for watches called The world of Titan spread over 100 towns. Titan have branches over 30 countries, its also have multi brand outlets named Time Zone, service centres and dealer outlets. The company has watch plant at Dehradun (UP) and Baddi (Himachal Pradesh) and electronic circuit boards in Goa. The promoters held majority stake of the company, with Tidco having 28% of the shares and Tata Group companies owing 25% of the shares and the public sharing holding around 28% in the company. The rest of the stake held by the foreign institution, non resident Indian, mutual fund and other institution. It also acquiring a license for global brands such as Tommy Hilfiger and Hugo Boss, while. It has also in its portfolio its first Swiss Made watch brand Xylys. In 1995 the company capitalize to brand Tanishq as diversified into jewellery in fragmented market operating no brand in urban city. Also in 2005 the company launched its second Jewellery brand, GoldPlus, as using its opportunity for capitalizing in small town and rural India. Its also diversified into fashion Eyewear by launching Fastrack Eye Gear sunglasses as well as prescription eyewear. TITAN WATCHES: BRAND POSITIONING STRATEGIES Overall strategies: Since from the beginning Titan has been positioned as a premium brand, because its high quality products for its customer. Titan is struggling to have a strong brand image in UK market due to its numerous sub-brands that caters to different segments in India. It follows different positioning strategies; these strategies can also be analyzed as given below: Attribute Positioning: The company launched first quartz watches to Indian market as its product. The company successfully penetrate the market by this launch, under this strategy came Raga, Classique and Regalia. Classique positioned as style corporate wear that leaves a quiet definite impression and qualities of function. Regalia ranger represent the elegant-wear. Raga is an exclusive watch as positioned. The Raga and silver Raga collection of style, delicate and feminine with each piece unique truly. User Positioning: Titan provides to several user groups children (the Dash), sportspersons and adventurers. The fastrack range is seen as being modern and related to present time, reliable and sturdy. The advertising, packaging and merchandising of this range is young, cool and vibrant. Benefit Positioning: Titan offer many deals to differentiate its offering on the basis of superior style and attractiveness which is offered by Digital range fastrack. Competitors Positioning: Titan had to encounter the threat with the entry of several foreign watchmakers into the market; most the entrants are catering to the upper end of the market Omega, Cartier etc. Quality or Price Positioning: In the overseas market, especially in Europe where it is competing with Swiss and Japanese watches, it is position itself as value-for-money (less than Swiss watches and higher than Japanese), by giving attractively styled and of good quality. TITAN WATCHES: BRAND RE-POSITIONING STRATEGIES FOR GLOBALISATION Titan has managed to get fair market in Middle East and Africa but its failure in Europe was a downturn for the Company as the return was not as good as investment made for the expansion. Titan has decided to revamp its flagship watch brand in Europe mainly in UK. Titan wants to reposition it more youthful and relevant to the changing times. Titan has entered the International markets in 1989 through the export of watch movements. Titans first global footprint was placed in the UAE the largest market in the Middle East then it moved towards Egypt, Oman, Saudi Arabia and few markets in Africa. Though it faced strong competition, it reached the sales of 100,000 watches within a year of its launch. It started to move globally and moves towards Sri Lanka, Bangladesh, Maldives and Nepal. After its extensive survey, it concluded that it needs good reason to stock the brand. Titan needs to re-position its brand image in the UK market. And so Titan decided to against soft option of driving its globalization through private label exports. It would launch its product under its own brand with market positioning Therefore Titan found a massive advertising campaign to create brand awareness. It also participated in the fair which showcases the worlds biggest watch brand in the world. http://www.moodiereport.com/images/luxury_watch_tables_jan10_04.jpg http://www.moodiereport.com/images/luxury_watch_tables_jan10_05.jpg CONCLUSION: The suggestions to improve consumer awareness about brand repositioning strategy of Titan are as follows: To increase its visibility, Titan Company can sponsor events similar to fashion shows which all latest designs launched are displayed. This is important as it has a great effect on different segments of the customers in different ways. It is important to have Tie up with radio channels and television to broadcast and telecast its advertisement about various sales promotion from time to time. RD needs more investment as customer expectations are changing rapidly. It should focus more on introducing more varieties and luxury items in the market at regular interval. Introduce exclusive collection for working women which is more contemporary and complements any fashion styles. Tie up with international watch brands to make the product stronger in the market. To use internet to spread awareness among consumer about the brand. (function() { var scribd = document.createElement("script"); scribd.type = "text/javascript"; scribd.async = true; scribd.src = "https://www.scribd.com/javascripts/embed_code/inject.js"; var s = document.getElementsByTagName("script")[0]; s.parentNode.insertBefore(scribd, s); })() Terry Hills framework: Corporate objectives Terry Hills framework: Corporate objectives Friction materials is enjoying a new lease of life as seen by their ability to make substantial profit partly due to the renaissance of the motorbike (scooter) as a source of transportation by the middle aged. Thus the corporate objectives are: Gain market share in the OE market through manufacture and supply of DBP in 2 years. Entering the Far East market as a Long Term Strategy to increase profitability and to wrestle for International Market Share in 3 years Superior Product Performer thereby securing the contract on a Long term Basis Improve Research and Development for the OEM for incremental business. Increase ROCE to 30% 3 years. Increase Profit Margin to 30% in 3 years. Increase ROI to 40% in 3 years. Order Winners and Qualifiers Criteria Discussion of the Criteria and the Implication for Operations BRAND IMAGE This is true for the motorcycle manufacturing company as demonstrated by their attention to detail and their strong Quality Policy and culture. It is therefore pertinent for Friction materials to maintain their already lofty heights of Quality to be able to tap into the sea of opportunities of OEM. For the AM, it is a guide to the potential customers of the qualities attached to the brand. With a Quality rating in the industry, the brand image does help win some of the customers over to the product range. For the SM, Brand Image could play a role in the choice of the DBP because the customers may want the best quality DBP for their automobiles which would help in marketing (word of mouth). This is a strong basis for our core competency being retained rather than outsource. COST For the OEM, Cost is the major order winner here as the company has to be highly competitive on cost to ward off potential competitors from the market. But with the prospect of Research and Development for new ways of making DBP, Friction Materials would be able to charge pre For the AM, Cost is highly competitive as well. The company must be able to get DBP to the market at affordable prices as the company has to be highly competitive on cost to ward off potential competitors from the market. For the SM. Cost is not competitive and almost not relevant. The cost of the DBP should be reasonable enough and not charge ridiculous amounts though the customer is willing to pay for the value of the DBP. Q QQ QQ: Performance quality flexibility in design dependability and volume are sensitive order qualifiers such that a drop in one of the characteristic specification could cost them the order. These criteria are key to their winning over the OE market thus we have a QQ which denotes (order loser). On the long run (3 years on) some of the values would change because Friction would have acquired a certain volume of market share and the direction of the market would tend to shift. For instance with a breakthrough in RD, the value of design flexibility and cost would change. This signifies that For design flexibility, it would be a new order winner, a display of our competency and thus they would be able to charge premium price, or at least increase the price of supply. Cost would be a dominant order winner as competitors would seek to drive down cost hence stiff competition. On the other hand, Q is not as sensitive as QQ. You would not lose the order if you cannot meet the demand. For Instance the durability of the DBP is a qualifier because it must be able to perform for a period of time but not too long to be considered absurd. 2 years is good but no one would want to design DBP for 10 years so if the life span of 2 years is attained then it is fine. For instance delivery speed is not required as you would have agreed to sign the deal to deliver at an agreed period failing which you would be fined. MARKETING STRATEGY SWOT Analysis Strengths Credible supplier network Modern managerial input Good debtor to creditor days Good current Ratio; indicates cash flow Ability to expand current location Centralized location to market and to ports for export Fully depreciated machine cost, hence they machine cost  £0 Skilled Labour force as can be seen in Specialist Manufacture Brand Image recognition for quality Close relationship with the tool specialist fabricators. Weakness Inventory levels Friction between top management (cronton and whitson) Long changeover period on press machine Poor personnel management Poor use of work packages leading to unused raw materials Underutilization of MRPII systems Inability to do online payment Poor space utilization Over reliance on entry into OE market Opportunity Potential global leader in OEM Local sourcing of materials (when they gain social status) DBP direct supplier to industry manufacturers thus increasing market share Expansion of production range Threat Competitive Labour Market Stiff competition from the Far East Potential Environmental threat on noise and waste disposal MARKETING STRATEGY Expansion of Market channeled to an increase in both local and global supplies of DBP. Revolutionize the OEM to a Quality competitive market based on cost management. Improve Research and Development capabilities After sales customer feedback as a way of getting closer to the customer and improving on quality and performance. MANUFACTURING STRATEGY VERTICAL INTEGRATION This is the level of incorporation in a supply chain for the various stages of the supply process. It could be forward or backward integration. A vertical integration could be to bolster the technological front based on competition or for to emerging markets. Make / Buy: The make or buy analysis is a strategic analysis that helps top management to decide what they want to produce, what they want to stop producing or what they want to outsource to a third party. In practice, core competence is not outsourced because that is the uniqueness of the product; if you let it go, you could just be setting up future competition for your company. The various decisions taken and the reason are as follows; For the supply of raw materials; a single supplier was preferred. This would prevent re-testing for the quality of the supplied materials as the testing phase takes a couple of weeks to get the right mix for the required braking performance. This would increase lead time and consequently reduce the ability to deliver on time. It also helps reduce the variation in quality that could arise from multiple sourcing For the mixing operation, that is the core competence and could be detrimental to the growth and the corporate objectives of the company. For the Press Operation, the Press tool manufacture is done by a local specialist firm. This could lead to delays in taking up the tool fabrication hence building up lead times for the OEM. When the design team finishes the design, they would have to wait for the Press fabricators to be available to work. Communication gap is also a threat to the smooth running of the design of the tool for the OEM. The specialist firm is also prone to take over by large BP manufacturers who are direct competitors and once competitive advantage is lost to them, it affects the market share of the OE and consequently the ability for Friction Materials to compete. Thus the decision is to Vertically Integrate the Local Specialist; this helps build competitive advantage in the OE market. For the baking operation, it would be kept in house. Outsourcing baking increases the time the operation takes; from 3 hours to a potential 5-6 hours. The cost of transport, labor and the payment of the operation together with the time trade-off make it very complicated and unsuitable for outsourcing. The chemical properties of the brakes at high temperatures could be altered during transportation and thus could lead to a failure in testing which results in the company losing the order. It is therefore a critical operation in-house and not outside. For the machining operation, the decision is to be kept in house. This is because an automated 100% dimensional check is required after machining. If you machine in house, there is a greater chance of achieving that accuracy than to outsource to a specialist that could be overlook little details that could lead to test failure. Since the machines are running at full capacity, an extra machine is required for the OEM manufacture. The machine would be second hand quality as accustomed to the company. The fully depreciated machines make extra budget available for this purchase and would in no time be fully depreciated as well. Thus we practically are paying less to do more. For the painting, the operation would be carried out in house. The reason is to be in control of the goods produced. Also the painting operation is a low skilled task hence a contract staff could be employed for the sole aim of painting. This helps specialization on the long run and reduces costs due to transportation and material handling. It also reduces labor cost as the company is only bound by the contractual agreement without benefits. For the packaging, the short term objective would be to continue in-house but re-brand the lot size so as to accommodate more DBP. This reduces the burden of having to pack several hundred of DBP at any time. The lot sizes could be increased and standardized as there is no obligation to supply with the current range of boxes but simplifies the current packaging operation. This helps reduce the number of boxes supplied for packaging and hence the time and cost of transportation and material handling. However the long term plan would be to source for a packing company that would agree to package as close to our production site as possible. This helps free up space for increased production and other value added work. FACILITIES The design of the operation would take into consideration the item to be produced, vary the different possible ways to produce it and come up with the best and most efficient way of producing it. The characteristic of the operation is determined by the 4 Vs VOLUME HIGH LOW HIGH LOW VARIETY LOW HIGH VARIATION LOW HIGH VISIBILITY The OE market involves long production runs with product specification and low variety, there is need to implement a high volume low variety manufacturing process which is the category of the OE market. Volume: This is the production capacity within a particular time frame. The volume is set prior to production in order to plan for capacity. The current forecast of 150,000 in the first year is a high volume compared to the normal few hundreds that are currently produced. Therefore it is a high volume process operation and adequate capacity should be provided as required. Variety: this can be described as the different combinations of products that a production process can accommodate. There is limited variation in the demand of DBP for the OEM due to the standardized requirements. Basic changes can be made in the design but it is practically the same spine and technology that is used. This depicts a low variety production. Variation in Demand: This is the ability of the production process to change with little notice to the forces of demand and supply or product design and specification. Orders are requested a year prior to production thus a stable demand profile which makes effective capacity utilization probable. Therefore it is a low variation demand production. Visibility or Customer Interaction: this could be described as the level of participation of the customer in the production process. The ultimate goal of any production of the process is to satisfy the customer. Since the customer is not expected to be at the factory every time, we settle for a low visibility production process. This has no bearing on the type or quality of DBP produced as the company would be ratified fit for the production of the OEM before proper production can commence. Location The current location of Lutterworth is perceived as a central location both to the potential and to the international market. The town has a rich history of manufacturing work and is in a central location for transportation of finished goods and raw materials and assess to the factory very easy. It is also close to a large motorcycle manufacturer who is the potential customer. This is an ideal location for a growing company and the rate of development could become attractive for immigrants due to the emerging facilities. TECHNOLOGY Product Profiling The product profiling approach is an analysis understands the requirements for production and the characteristics available for each process to meet production specification. A comparative analysis helps in process choice the layout structure to adopt. Original Equipment Manufacture would be done through the batch production process. The process type helps utilize the standardized production format due to low variety. It also helps improve the efficiency of production and spreads the overhead costs over more units. The Specialist Manufacture is a jobbing type process while the Aftermarket production is Batch Production therefore if we go for a flow line production process; it would impede our production process. Thus if for OEM, a flow line is chosen then Specialist Manufacture must be outsourced to compensate for the complexity of the production process. However the Specialist manufacture is the core competence of Friction Materials and to let go of it would be synonymous to throwing your market share away. If a competitor comes by and vertically integrates that section of your company, then there is a potential buy-out of Friction Materials. Therefore it was sensible to use a flexible Bach production process currently which could move into a flow production process with enough investment to justify the resources required to change it. Process Choice Project SPECIALIST PARTS AFTER MARKET Jobbing ORIGINAL EQUIPMENT Batch Line Continuous High Volume Low Alex and Terry Hill 2009 Volume High Low Low High Low Variety Fixed Position Process Cell Feasible Flow Product High High Low Regular Flow Dr Watt 2010 However, for a long-term capacity planning, investment decision and availability of funds could make OEM be more flow line suited. This occurs when there is a huge volume to justify the investment and good forecast of an emerging market hence a growing demand and a comfortable market share to control. The OEM batch process tends towards the flow line production section. Process Choice SPECIALIST PARTS Project AFTER MARKET Jobbing ORIGINAL EQUIPMENT Batch OEM Line Continuous High Volume Low Alex and Terry Hill 2009 CAPACITY A capacity strategy is a review of how the personnel would work effectively with the resources and machinery available. For the OEM, there is a predictable demand known a year prior to production, hence a level capacity strategy typifies the production. There is no lead or lag in production and demand hence the make to order plan. LEVEL CAPACITY PRODUCTION The capacity is set at 3000DBP per week at standard working week of 40hours. This helps both capacity and personnel utilization and a tight budget schedule. If there is a change in capacity planning, shift hour or overtime can be used to compensate for such. However this plan is for the current production target of 150000. INFRASTRUCTURE HUMAN RESOURCES These are specialists in the area of recruiting people for various job functions. From a manufacturing point of view, an IE is the right person for this task. This is because he has been trained to understand the right work contents the workforce required to achieve maximum capacity utilization and the performance measurement attached to each job function. However the HR specialist understands how to tie the salary structure and the benefit (both money and material) attached to him. Therefore the strategy would be to employ the unskilled workforce and train them to a basic minimum skill level required to do the basic non skilled operations like printing, packaging and painting and machining while we use a higher wage structure to lure the skilled workers; should we need them. The unskilled workers could be temporary workers or permanent workers depending on the requirements while the skilled workers would be made permanent to increase core competency. Periodic training like safety and their specific job functions would be necessary to update the level of skill and technology across board. PERFORMANCE MEASUREMENT THE BALANCED SCORE CARD It is a framework that converts the vision of the company into performance measures that can be interpreted and monitored. The mission statement should thus be seen as the action plan that drives the company on the journey to the destination it hopes to achieve in future. LEARNING AND GROWTH FINANCIAL PERFORMANCE CUSTOMERS PERCEPTION AND EXPECTATION INTERNAL STRUCTURE AND INFRASTRUCTURE STRATEGIC OBJECTIVES Fig : The balanced Score Card Slack, chambers Johnston 2007 Strategic Objectives Strategic Measurements Core outcomes Performance Drivers 1 Financial Increase Profitability Increase Revenue Project Cost Reduced Cost Compete Based on Cost Operational Efficiency 2 Customer Increased market share Share of segment % presence in the OE sector Customer satisfaction Customer feed back % satisfaction, positive feedback 3 Internal Revenue mix Research and Development collaboration Prototype designs success rate Increase ROCE High ROCE Higher utilization of resources 4 Learning and growth Employee capability Staff productivity Reduced scrap rate Upgrade of facilities Systems Audit Improved cycle times Adapted Balanced Scorecard, Kaplan and Norton 1996 Financial perspective Growth: The dream of every business is growth; and so is Friction Material. The growth of the company is the gate way to expansion in other markets and could be a factor in increasing the Market share which has been set as at 2 years. Increased Profitability: The profitability of a company is its ability to satisfy the demand of production; output, overheads and cost of production and still make a margin. Most businesses are set-up with an aim to make money; either primary or secondary. Friction Materials made profit this year and the OEM is a lee-way to guarantee constant volumes of production and with a high efficiency system, the OEM would be the source of revenue for the company. This is because the OEM has a huge potential to turn the fortunes of the company around from a small company to a Large company with huge revenue and large market share. In an emerging market like the OEM, the first to enter the market usually dominates a great percentage of the market share. Therefore it is pertinent for Friction Materials to be in the market as one of the pioneer members. The OEM would generate huge revenue as they have a huge volume of production thus reducing the cost accrued to the production costs and overheads and consequently drives d own the cost of production and hence increases profitability Profitability of the OEM is vital to the existence of the company as it helps to generate a funds through production that could be ploughed back to the operation of the other product range and with good decision making and investment policies; the company will be transformed into a World Leader in the manufacture of DBP. Profitability of the company also helps it satisfy its personnel commitment; paying of salaries and bonuses to the workers for increased motivation. If a business is not profitable, the management of the company could struggle to pay wage and this would ultimately impact on the shop floor reducing the productivity of the workers; as most workers would lack the motivation to continue work without pay. Ultimately the customers; the motorcycle manufacturers would get affected as Friction Materials could end up not meeting the demand target and are imposed heavy fines. Gradually the company would lose its competitiveness and could end up being bankrupt if it continues to fail to meet the target. The contract would be cancelled and the production would be hampered. The end result could be the administration of the company, since it cannot meet its basic obligation. Cost Reduction Sustaining growth is all about meeting the expectation of the shareholders, those responsible for the investing money and time to the success of the company. In Sustaining the growth of the company, good asset utilization and cost reduction policies like getting depreciated machines to work effectively, helps to reduce the overheads and unwanted cost attached to the daily running expenses of the company. The OEM is a cost-competitive market and imploring a strategy to drive down cost is worthwhile. Trade-offs associated with low cost production should be properly weighed before decisions are made else it could eventually cost more; both for the cost of rework and the excess and unnecessary man-hours used. For instance, if the cost of a standard back plate is $10 and you get a supplier for $6, it is possible that the manufacturer might not be able to meet production target. So if you hire him for your supplies and he fails to deliver, in panic, you might need to get another supplier w ho would end up charging you more than it would cost and you might have to run extra man-hours to cover up for production time lost. All these could cost more compared to the stable $10 who is guaranteed to deliver when needed. Customer Perspective Increased market share The market share is a portion of a business sector where you dominate. In reality, big companies like McDonalds have almost all the market share between them leaving the remaining for smaller companies. The idea is that every company sells a particular volume of the product in the market. Companies with dominant shares sell high volumes of stock periodically. Friction Materials has market share as one of its targets because it aims to be a profitable business. If they can churn out large volumes of DBP and exhaust their production capacity in terms of sales; then they would be able to get the overhead cost driven low. This helps put the Cost reduction strategy in check and increases the viability for profit making. A large market share increases the brand image of the company and opens doors for wider reach to the Far Eastern and Global markets on a whole. It also helps increase the possibility of dominating the Local market. Based on the operational capabilities of the company and the entry into the OEM market, Friction Materials could boast of a sizeable market share so far as other factors are favorable. With percentage market share dominance, plans like marketing drive sales promos and exhibition events like auto fares can be used to boost their brand image and ultimately sell the product to the market. The market share volume determines the amount of profit and volume of DBP that could be sold over a period of time. Customer satisfaction Customer is king, should be at the back of the mind of every employee of Friction Materials. This is because the customer makes it possible for the employee to be paid; if the DBPs are not quality ones or the customers are not satisfied, they could easily turn to a competitor and this affects the market share of the company. Since we regard the customer as king, and production is based on customer needs; it is imperative that Friction Materials delights its customer base by going the extra mile to meet with them, to have a personal experience with them. This helps the company reach out to potential customers and at the same time get a good understanding of the performance of the DBP in the market and ways to improve the current production specifications and designs without altering the standard specification requirement for manufacture. It also helps identify potential areas of strengths and weaknesses as emerging opportunity that abound but have not been fully utilized. For the OEM to succeed, the customer must be delighted exceptionally and satisfied with the unique qualities of the DBP else Friction Materials would lose ground to their competitors and could lose their competitive advantage to poor human relationship. Therefore the company should make the customer the aim of the production process and in pleasing a customer that could be a potential chain of new customers. It is widely said that it costs a lot to get a new customer compared to retaining one of them. Thus it is more profitable to secure already existing customer base by delighting them exceptionally while looking for incremental business than to look for more business and neglect current customer base. Internal Process Perspective Research and development For Friction Materials to remain relevant in the OEM, the RD team would be expected to design and develop new lines for production. The ability to meet this requirement is one of the basic tasks of Friction Materials as an OEM. Therefore it is an important aspect of the company that needs to be restructured. Currently, there is no department for RD and since it is a major requirement by the contractor, a new R and D department be formed. The design engineer as well as the local specialist firm that was integrated needs to be incorporated in this department to work together for the progress of the company. A good R D enables breakthroughs which can yield huge revenue. Similar to this is the Astra Zeneca R D who charge premium price for discoveries in their RD that are able to sail through to the production stage. RD also increases skill level of the company and takes the competitiveness to a higher level. Thus it gets to a point where they could re-define the characteristic qualities of performance of DBP as seen by the 5 seconds telephone response employed by Zenith bank to attend to customer enquiries. High ROCE: A high ROCE for Friction Materials signifies a good balance of employee strength. The ROCE is a financial tool used to understand the extent of effective utilization of resources. If the employees are trained well and given the right resources to work with and appropriate incentives and benchmarks to go with, then they would be well motivated to achieving company targets. When the targets are met, they can be used as benchmarks to be built upon. With a steady growth rate in ROCE, investment on raw materials, machines and personnel would be justified. Productivity, efficiency and proper scheduling of the production process are the hallmark to achieving a high ROCE. An Acid test ratio can be used to measure the liquidity of the company, the more liquid a company is; the stronger it is. Thus using a benchmark as a source of strength makes the top management of the company a focused one. Growth Employee capability reskilling people Upgrade of facilities buying new machines ORGANIZATION The organizational structure of Friction Materials should change from a process based leadership to a functional matrix organizational structure where the operations personnel have easier access to top management for decision making and policy formulation. For a small company like Friction Materials, the Organizational hierarchy is very visible. Too many management port-folios or positions; as is seen here, creates a communication problem such that escalating issues or problems as seen on the shop floor could take a while before it gets to the appropriate table and this makes flexibility very low. If friction arises between the managers, it could trickle down to the shop floor. Besides there is unclear definition of roles and responsibilities and this is a potential disaster because of the ownership of responsibility for failure or damage. Thus instead of creating an operations unit, they are building a potential silo. This hampers effective communication between the operations crew. The dual role for the sales manager could also be detrimental to the progress of the company as there might be sub-optimization of the sales department and biased decision making; should he be in contest with another manager. There should be a common focus of top-management on the direction, aims and objectives and the vision should be shared collectively. Time out on team building and holiday trips could be scheduled to help foster relationships of employees of Friction Materials. Having grudges against people is a reality of life, but when it affects the productivity of the company, it becomes questionable. Job roles and functions should be well defined and the performance; measured. This helps make the workers responsible for the daily activities and could improve productivity. A good reward and compensation scheme (bonus) could be employed but it must be properly structured to avoid sub-optimization of departments or resources. PRODUCTION AND PLANNING CONTROL The planning and control system of Friction Materials Ltd is the MRPII but is underutilized at the moment as there is no skilled clerical worker that can handle the software. The clerical workers need to proceed on a flexible training schedule to learn the latest version and application of the MRP II system. There should also be an online order and portal system where purchase orders and payments can be made and reduce the over reliance on the telephone order or fax as there could be ambiguity in communication. The capacity planning features of the MRP II system was not in use and the WIP records for an on-going production process is not recorded which makes it almost impossible to be able to plan for adequate capacity and schedule for raw materials hence the high inventory levels. A kanban pull system can be implemented for the production of the OE market to meet production targets until a full scale imp

Skills Required in Phlebotomy

Skills Required in Phlebotomy Objectives To acquire the knowledge and skills to perform phlebotomy and finger prick. To learn the order of draw and its significance. To learn various devices and preparation techniques before phlebotomy. Introduction Phlebotomy is referred to the cutting of a vein. It is a procedure often involving invasion that invades the body through cutting or puncture normally carried out by professionals called phlebotomists. Among the major roles involving a phlebotomist is to obtain blood specimens for diagnostic testing. This can be done either by dermal puncture which is done by puncturing the skin or venepuncture which is done by puncturing the veins. Other than that, a phlebotomist is also responsible in redrawing blood from donors during blood transfusion of from any patients having polycythemia which is known for overproduction of blood cells. Phlebotomist are also responsible for collecting and properly packaging urine specimens, accepting incoming specimens (blood and body fluids, etc.), and routing specimens to the proper departments to be tested and analysed. In order for a phlebotomist to withdraw blood from a patient, he should make sure that the tubes are labelled and all the materials are pr epared before carrying out the procedure. The best sites for venipunture are normally the superficial veins of the upper limbs. The superficial vein most commonly used for venipuncture is the median Cubital Vein which lies over the cubital fossa and serves as an anastomosis between the basilica veins and the cephalic veins. The next most common vein is the cephalic vein where it can be followed proximally where it empties into the axillary vein. The basilic vein is also a location for venipunture as it divides to join the brachial vein. The usual sites for capillary puncture or finer prick in adults and children are the fingertip. In adults, the ring finger is often selected because it usually is not calloused. Capillary blood can be obtained from the great toe in infants and babies. In new-borns, the lateral or side portion of the end of the heel pas is used. The BD Discussion Among the inappropriate sites for venipuncture are the site affected by a mastectomy. This is because mastectomy causes lymphostasis which means stoppage of lymph flow where the bodys ability to fight infection is compromised if lymph nodes are removed therefore patients are more prone to infections. Edematous sites, an abnormal accumulation of fluid on the intracellular space of the tissue must also be avoided as it can cause difficulty in palpating the veins due to the excess fluid. The specimen can also be contaminated with the fluid. Venipuncture performed at sites of scars and burns are also inappropriate as it causes unusual pain for the patients. This is caused by the veins that are very difficult to palpate and also susceptible to infections as the protective barrier (epidermal layer) has been disrupted. Other than that, patients who have IV running in their arm should not be used for venepuncture as it may be a contaminant to the blood collected. Lastly, dermal punctures mus t never be performed on the fingers of a new-born or very young infant. This is because there is very little distance between the skin and the bone. Therefore, the bone could be easily pierced during the puncture, causing injury to the bone, infection, or gangrene. The order of draw is as follows, Blood Cultures Coagulation Tube (light blue top) Plain red AND/OR Serum Separator Tube (red gel/SST) Heparin Tube (green top) Plain Sodium Heparin Plain Lithium Heparin Lithium Heparin Gel EDTA Tube (purple and pink top) Fluoride/ Oxalate Tube (grey top) Miscellaneous tubes (these are drawn in no specific order) Heavy metal dark blue top (EDTA and plain red) b. ACD yellow top The purpose of the order of draw is to avoid possible test result error due to cross contamination from tube additives. Potassium results can be falsely elevated as EDTA is rich in potassium. Therefore test for potassium must be collected before tubes containing EDTA. Other than that, the microscopic appearance of the red blood cells on a WBC differential test will be distorted due to the additives in the Fluoride/ Oxalate tube as oxalate interferes the red blood cell membrane and fluoride alter its morphology. Moreover, coagulation tests such as Activated partial thromboplastic time (aPTT) and prothrombin (PT) can be affected with the presence of clot activators by shortened test results. Bacteria from non-sterile tube stoppers/shields can contaminate blood collected into bottles/tubes used for blood cultures, resulting in the growth of bacteria erroneously leading a physician to think his/her patient has a blood infection. A hematoma is a collection of blood beneath the skin. Hematomas are the most common adverse reaction to venipuncture. Precautions that can be taken to prevent hematoma in phlebotomy are by puncturing only the uppermost wall of the vein. Other than that, the phlebotomist can also remove the tourniquet before removing the needle. The needle should fully penetrate the upper-most wall of the vein as partial penetration may allow blood to leak into the tissue surrounding the vein. Lastly, adequate pressure should be applied to stop the bleeding once the phlebotomy is complete. Haemolysed blood specimens are not be acceptable for testing. Hemolysis occurs when the red cells rupture and haemoglobin and other intracellular components spill into the serum. Hemolyzed serum or plasma is pink or red, rather than the normal clear straw or pale yellow colour. Steps that can prevent haemolysis are by mixing tubes gently or about 5 – 10 times after collection. The tubes should not be shaken too vigorously and drawing blood should be performed on hematoma individuals. Other than that, when using a needle or syringe, avoid drawing back the plunger to forcefully. Moreover, if a blood transfer device is used to fill vacutainer tubes, always allow the vacuum to pull the blood into the tubes. Do not use he plunger or syringe to force the blood into the tubes quickly. References Akron Childrens Hospital, 2015, Lab Test Procedure : Performing A Venipuncture. [Online]. Available at : https://www.akronchildrens.org/cms/lab_procedures/9179c8cb8f877ee3/ [ Accessed 29/01/2015]. Johnson. L, 2013, National Center for Competency Testing : Phlebotomy order of draw, [Online]. Available at : https://www.ncctinc.com/documents/Phlebotomy%20Order%20of%20Draw.pdf [Accessed 29/01/2015]. MediaLab incorporated, 2015, Hematoma, [Online]. Available at : https://www.medialabinc.net/spg549505/hematoma.aspx, [ Accessed 29/01/2015]. Turgeon., M,. L, 2005, Clinical Hematology: Theory and Procedures, Volume 936, [Online], Available at : https://books.google.com.my/books?id=cHAjsUgegpQCpg=PA26lpg=PA26dq=edematous+site+venipuncturesource=blots=qxLCqzHsO2sig=OaKkj33lflGKFvorZweYFnb4RHUhl=ensa=Xei=n1bHVI-VM4yD8gW29IKoBgved=0CDIQ6AEwAw#v=onepageq=edematous%20site%20venipuncturef=false , [Accessed 29/01/2015]