Literature review on Critical and Reflective learning

Literature review on Critical and Reflective schoolingThe following literature review will focus on the nonion of deprecative and reflective study. Critical and reflective acquisition is wasting diseased the origination over in mingled academic institutions and in professional practice. first of all it would be imperative that critical construction is defined. Following on from this a discussion shall take place around the various frameworks and theories offered by various theorists on the subject. Finally a critical review of the underlying thinking which underlies much of the policy making lick in Ireland will be undertaking.thither atomic take 18 various definitions used to explain the mould of critical verbalism. At a rattling basic train, critical mirror image (CR) occurs when and soulfulness marvels either their consume ideas or the ideas of an opposite. save as Van Woerkom (2010) suggests at that place ar m whatever different schools of thought on wh at is snarly in the critical reflection address. For example the ideologic form of critical reflection would focus on challenging and interrogationing predominate or unjust ideologies. The psychoanalytical school of CR is focused much on the soulfulness and involves the reframing of personal issues or problems. The analytical model of CR is the operation of mentally analysing arguments in the hope of guiding ones beliefs or actions. Finally the pragmatist constructivism school of CR relates to the evaluation of various forms of information in an attempt to provide a solution, while at the same time recognising that the solution itself is undefended to advertize questioning (Van Woerkom, 2010). What seems obvious from these definitions is the fact that the questioning and reflection of a sensed reality at both a societal and personal aim ar fundamental in severally butt. Furthermore it seems app bent that the issues that each school is addressing can all mend upon one another. For instance it could be argued that the psychological wellbeing of an soul could be greatly influenced by the prevailing ideology within a caller. Addressing only the psychological issues with the psychoanalytical exhibition whitethorn prove fruitless, if societal influences causing psychological distress are not addressed. Various theorists concord dissected the critical reflection serve up on a much deeper level.Dewey in ((1933, in Boud et al,1994)suggests that reflection is the process of an unmarried recapturing their look, thinking about it and assessing it. He believed that reflection was initiated by an inner uneasiness caused by an respective(prenominal) becoming disillusioned with their current reality. locution may also be instigated by a positive run through. The soulfulness may wish to learn what worked in the positive experience, in score to repeat the behaviour that brought about the positive experience. Deweys main focus was centred on the no tion that reflection is a highly rational exercise which is ground in an evidence based snuggle which focused on skills and attitudes. further as various authors suggest Deweys focus on skills and attitudes is limited and fails to accept for the alterive (emotional) element involved in the teaching process ( Boud et al, 1994, Rawson, 2000). other limiting verbal expression of Deweys theory was the presumption that one would first ca-ca to make a mistake in order to learn from it.Kolb peasant (1975) believed that for effective learning to occur the learner would have to complete a cycle of learning, broken down into four stages Concrete experience, observation and reflection, forming regard concepts, testing them in unfermentedfangled situations. In essence, an individual begins the learning process by becoming involved in a forward-looking experience, which they thusly reflect upon internally in order to make sense of the experience. The individual then hypothesises about different theories and then applies such theories in new situations. It should be noted that an individual may start in any stage and switch between these stages. And umpteen learners may only use two of the stages, depending upon their learning style (Kolb Fry 1975 ).Donald Schon (1995) has built upon Deweys concept by introducing the idea of double looped learning. He suggested that the majority of learning in normal life occurred at a level where individuals used previous held value and assumptions to inform their present action (single looped learning). However Double Looped learning involves a deeper level of reflection where individuals question these values and assumptions and subject them to critical investigation. . Agryis (1999) uses an comparison of how a control responds to path temperature by turning on the love if the room gets to cold and turning it off when it gets to warm. The thermostat responds by receiving signals from the room temperature. He loted that this equated to a human being receiving positive or negatively charged signals about their actions and then changing their actions (Single loop learning). Going back to the thermostat analogy, double looped learning would ask the question, why the room got too baking or cold in the first place. The same goes for human beings when they question the underlying assumptions which informed their actions in the first place. Such learning is not limited to the individual and such learning could be applied to organisations and companionship (Agryis, 1999),However as Rawson (2000) suggests, many institutions seem to treat intellect as absolute and dont allow for the questioning necessary in the critical reflection process. He goes on to suggest that society works on a basis of having power over, rather than power with. He believed that such an approach was evident in many rearingal institutions. He advocates the notion of learning to learn where the relevance of various aspects of k promptlyledge continued to be questioned and challenged. Rawson argues that knowledge is not a final product and contends that the meaning and understanding process is more important than the end product. His analysis is closely linked with the teachings of Paulo Friere.Frieres (1998) CR theory was rooted firmly in the ideological school of thought. He believed the educational system served to reproduce the status quo which was influenced by the dominant ideological discourse. He was of the opinion that educators should challenge the status quo through challenging students to question the dominant discourse, which he believed served to reproduce inequalities. He stressed the importance of conference within the education system, as he believed without dialogue true education could not take place. Hooks (1994) captures the notion of education without dialogue when she speaks of her experience as an undergraduate and graduate student. She suggests that the majority of lecturers use d the classroom as an avenue to exert their view of the world upon students. Friere (1998) did not advocate a non directive approach to education, nevertheless he did stress it should be the process and not the student that should be directed. Friere (1998) recognised that each student had their own unique life experience and contended that the students experience was invaluable in the learning experience. Very basically Friere (1998) was of the opinion that education was more about change students to question and challenge the commonly held knowledge within society. Meizrow (1994) also mouth about reflection in terms of transformation.Mezirow (1994) described reflective learning as a process in which the learner has to manage or reconsider certain assumptions they may hold about themselves or the world. He argued that the most effective reflection occurred when the learner discovers their assumptions to be in whatsoever way weakened. It causes the learner to look at reasons wh y their assumptions have caused them to rival decisions or to react in a certain way and to possibly re-evaluate their assumptions. He explained that when the learner accepts that their agone assumptions may have been incorrect they have created a transformative station and within that space they can be open to engaging in new-found knowledge. This, he believes, can lead to a deeper level of reflective practice. As mentioned earlier emotions can play an important trigger off in such a processBoud et al (1994) suggest that past experiences can greatly determine an individuals ability to learn in new situations. If learning was only centred in the transfer of knowledge from one individual to another, learning would be a smooth occurrence and each individual would take in knowledge with minimal difficulty. However emotions such as anxiety can cause difficulties for those who are participating in new learning experiences. The majority of individuals will experience anxieties when f aced with new learning. However for some the anxiety can be overwhelming and deeply affect the learning process. So how individuals learn is greatly influenced by emotion (Boud et al, 1994).In conclusion it can be seen that thither are many areas of both personal and societal life which could benefit from the process of critical reflection. The totally notion of learning to learn seems to be an approach which encourages independent and autonomous learning. While there are many schools of thought on the process of CR, they all seem be directed at questioning the underlying assumptions and discourses which inform both individual and societal actions. It seems obvious from the various readings that critical reflection is often frowned upon as something which upsets the status quo of organisations.ReflectionThe subject that I have chosen to reflect on is how the Irish society continues to feed past solutions to present problems. If we look to the recent ecological niche it is clear that the Irish government continue to take the approach of promoting competition and neo adult policies as a solution to the current economic conditions. As coulter Coleman (2003) argue the dominant discourse in Irish society suggests thatthe deliverance is the mechanism which will bring about the greatest good for everyone link uped. They contend that such a discourse is constructed by everyone within society. Some discourses are so dominant that they almost seem to be natural and many fail to question them. If we look to the Celtic Tiger in Ireland, there were various commentators suggesting that the country was in danger of a heartrending fiscal and economic crisis. Back in 2007 Bertie Ahern famously made the remark, that those who were moaning and cribbing about how the economic system was being run should commit suicide (Stafford, 2010). The moaners and cribbers he was referring too were economists who were archetype about the saving not being stable and the future dis assemble of the economy. Even though these economists were correct in their predictions the majority of Irish society sided with Bertie Ahern. As Friere (1998) suggests, the need to question dominant knowledge is a must, however in the Irish case when the dominant knowledge was questioned the individuals were ridiculed. This fundamental aspect of Irish society needs to change.Even in the current recession the government continues to suggest that the only way recover from the economic downswing is to remain competitive in the global world.The dominant thinking involved here is just returning to the dominant thinking of the past which suggests the economy is going to correct all the ills of the country. Even the EU/IMF bailout underwent very miniature critical analysis. The same commentators who were warning of the economic crisis during the Celtic Tiger break apart were all suggesting that there were alternatives which could have being taking. However just equal the Celtic Tiger e ra, the government chose to follow a path without considering the long-term consequences. As Storey (2010) argues IMF bailouts in other countries have had disastrous consequences for those countries. By nature these bailouts seem to be extremely dictatorial. For example the IMF (an unelected external body) has a major influence on the development and implementation of national policy. There was no referendum on this bailout and the general Irish public had very minute say on whether or not the bailout was applied for. The presence of undemocratic rule seemed to be evident in Ireland a number of old age before the IMF arrived in town. For instance the first referendum on the Lisbon treaty was rejected by the Irish people, however the Irish government held a second referendum asking the question in a different way. Compared to other countries there was very lower-ranking admit in relation to the bailout or austerity measures which were been implemented. Even when it was apparen t that the government were lying for a number of days in relation to applying for a bailout, there was very little public outcry. While pole ratings suggested that the government were dropping in popularity, the level of protest was minimal. The question has to be asked, why the Irish public are so passive in relation to situations which will have serious consequences for their lives. One explanation could be the lack of social solidarity. For instance Bauman (2000) argues that in modern society individuals are now defying their identity through the economic consumption of various goods and products. He argues that this creates a lack of social solidarity and creates a more individualistic society. It could be argued that the Celtic Tiger has created a society of consumers who are only concerned about their own needs. The Celtic Tiger finish in Ireland is often seen as a period where individuals and groups were living degenerate and affluent lifestyles. It seems as though individ uals in society are now more worried about their own needs and have very little concern for others. This may change once the true impact of the austerity measures hits home for various groups and individuals. It seems very evident from the recent work out that the most vulnerable in society are going to redress the highest price for the mistakes of the elite.It seems apparent that it is the underlying thinking and ideology in Irish society which needs to undergo a critical reflection. Both those in power and society as a whole need to consider what kind of society they want for both themselves and future generations. If the lack of protest in Ireland is anything to go by it seems as though individuals in Irish society have become self-interested and have very little concern for the more vulnerable in society. It may be worth introducing the process of critical reflection at an earlier age in schools in an attempt to create independent thinkers who are capable of challenging domina nt discourse at both organisational and political level. However from my own experience of various social care settings and the education system such an beau ideal does not seem high on the agenda. It may suit those at the top to have a society which follows and does not question. Or it may be, that those at the top do not question their own motives. each way, if Ireland wishes to learn from the mistakes of the past, some form of questioning needs to occur at a societal, governmental and individual level. The recent recession provides a space for such questioning. Whether such questioning materialises at the level suggested in this reflection remains to be seen.

Influence Of Gambling Activities In College Students Psychology Essay

Influence Of gambol Activities In College Students Psychology EssayMy previous love and lively interest in this subject motivated me to select middle of free rein and influence of drama activities in college disciples as a affair for my literature look back. I had been conundrumatic gambler for two years (gaming peers promoted tendencies to gamble) at first I started it as a means of recreation, entirely as a result it became major activity for me. I was spending capacious deal of duration and m iodiney on it, without taking c atomic digit 18 of family compute or private life and it initiated real financial crisis and nervousness for me. exactly today, I am non gaming at alone I broke a deadlock, after loosing big sum of money, so I would homogeneous to scientifically realize the process of scratch and terminating turn by me. On the separate hand, in Georgia sports promise (bookmakers) and Casino games ar primary shimmer activities, not only growns, furth er teenagers as salutary ar frequent users of these venues and I check gambol as a macroscopic national difficulty. Increasing number of gaming venues (for instance my native urban center Batumi looks like a big cassino) and promotion of gaming submited at savants makes task even to a great extent severe and large-scale. There had been hot debates roughly this topic, should gaming be carryd illegal? Should it be removed from urban centers? Or simply prioritized as a profi get across application which is one of the primary(prenominal) sources of revenue enhance custodytation revenue? I want to assess where we ar, do it positive and oppose sides of maneuver, make judg handsts and as a voter birth formulaic wiseness.Why enquiryers even b opposite to tackle this topic? Because sealed incrework forcets in the world and mainly in USA makes lots of things somewhat free rein challenging to investigate, analyze and conclude. On one hand on that point is prof itable industry, which contributes a lot to taxation revenue, economic branch and development of services in urban centers, on the opposite hand negative consequences it yields to society, like emotional distress, personal bankruptcy, psychological trauma, so it is interest for researchers wear benefits cover those disadvantages or not. And why college students? Because studies of other bump carriages nurse streng whereforeed the opinion, that college students argon at high endangerment for romp ( LaBrie A. Richard Shaffer J. Howard LaPlante A. Debi Wechsler Henry (2001) Correlates of college student childs play in the United States). Researchers examine different stages of looseness, when it becomes harmful, what are motivesAnd which individuals are much than(prenominal)(prenominal) inclined to gamble to deathOn the whole, the increase in the prevalence of sport has stimulated a acceptable body of research. (Platz Laurie and Murray Millar (1998) drama in the con text of other recreation activity A valued comparison of casual and un healthyal student gamblers.)As a potential economist first I reviewed article by Koo Jun et al roster the cube? Casinos, Tax revenues and the amicable cost of gaming, (Journal of urban affairs. Volume 29, number 4.) Do the benefits from increased taxes and demarcation opportunities associated with dramatic play outweigh those personal and fond costs resulted from increased number of addicted gamblers? So three main issue worked out in this research are 1)tax revenues and economic reaping supported by these funds, 2) jobs at the casinos and breakd public service, 3)possible favorable consequences. Wagering tax rates varies among 8.5 and 45.5% in US (Nevada, New JerseyIllinois) and as a percent of tax revenue it is between 3.4 and 27.8% (IllinoisNevada), in Detroit casinos are sixth largest employer (Source Indiana turn Commission, 2006) rigid evidence to see to it that this industry is special for states economic stability. Research also foc utilise on social costs do casinos induce higher levels of social chores? Is in that respect a link between casinos and socially destructive sorts like unemployment, bankruptcy fillings and umbrage rate? Direction of causality moldiness be checked. Article time- mental testinged to answer these questions by analyzing changes in Michigan, Virginia, Indiana and Ohio in Ohio casino-style gaming is require while in others not, so researchers compared outcomes relative to social difficultys. Quasi look into was carried out, unemployment rates of casino and non-casino countries in Michigan between 1991 and 2003 were compared and result was that although thither was a slight decrease in the unemployment rate gap, the opening of casinos did not substantively change overall levels. Similar patterns are observed in terms of bankruptcy rates and umbrage levels, presence of casinos had no plain incremental effect, macro factors seem to pl ay much signifi dirty dogt function (Koo Jun et al, 2007).This research also used regression models, knowing to control differences in initial conditions between casino and non-casino counties and separate the personal effects of casinos on the social cost variables crime rate, personal bankruptcy rate and unemployment, results showed that there capability be some casino effects but they are boot slight (Koo Jun et al, 2007). We can conclude this research that manoeuvre does not bring forth significant and catastrophic effects on socially destructive behavior, even recognizing direct connection between them is difficult, so there is no reason to declare it unlawful and sacrifice financial benefits of it.Now the essence of gambol mustiness be studied. shimmer normal adolescent activity or pathologic addiction? abstract by Selekman Janice 2008, explains essence of gaming. Gambling some measure referred as Gaming, is defined as the practice of acting games of chance or betting in the hope of winning money or something of value, it involves risk and hesitancy (Verbeke and Kittrick-Nathan,2007) close to adolescent gamblers are considered as unskilled, who gamble for the purposes of entertainment, but of the 80% gamblers 10-15% are at risk of development of a sport paradox and 3-8% are considered to be occupation or morbid gamblers (Derevensky and Gupta, 2007) in adult population only 1.5% are botheratic gamblers (Labrie and Shaffer). The median age for starting gambol is 11-13 years, when small amounts of money are readily accessible, when local surroundings accepts such(prenominal) behavior and rules of the game are understandable to a baby bird and he/she plays to win money, gain stipulation and respect among friends, escape stress, redeem boredom. While gambling they feel more(prenominal) control of the situation, more license and self reliability (Jacobs, 2004) But at some phase volunteer(a) gambling becomes problematic, impulse-control disorders take place and can be characterized by by-line criteria suggested by the Diagnostic and Statistical ManualPreoccupied with gambling.Needs to gamble with increasing amounts of money.Has repeat unsuccessful efforts to control, stop gambling.Is restless or irritable.Gambles as a way of escaping from problems or of relieving a dystrophic mood.Chases ones loses.Lies to conceal the extent of involvement in gambling in gamblingHas committed illegal acts such as forgery, fraud, theftHas jeopardized or lost a significant relationship, job or career opportunity because of gambling.Relies on others to provide money to redeem a desperate financial situation.(American Psychiatric Association, 2000) ghoulish gamblers are at increased risk for use of inebriantic drink and drugs, they prolong symptoms of anxiety and depression, abrupt change in mood and school performance, they sell expensive possessions and are unable to count for money (Griffiths and Wood, 2005).It is worthwhil e now to scrutinize problem gambling and prediction of gambling behavior in more details. rescind The prediction of gambling behavior and problem gambling from attitudes and perceived norms by Susan M, Moore is useful in this sense. In the essay by Moore the aim was to test the Theory of Reasoned Action, central hypotheses were that attitudes and innate norms would predict intentions and intention-behavior. Survey designed to monetary standard gambling attitudes, intrinsic norms, gambling intention, gambling behavior and problem gambling was completed by 215 participants (mean age 22). departs showed thatMost respondents approved of quiet gambling and hold that some gambling should be legal, but they were against in like manner much gambling and endorsed to set limits on gambling opportunities. Realizing icon 2 we find out that family and friends have a great impact on gamblers, and gamblers are very much surrounded by gaming friends and family members, and disapproval of their behavior comes from family members not from friends (Moore M. Susan Ohtsuka Keis 1999)As relative frequence of gambling behavior in the try out shows very few of the ensample fastnessly engaged in whatsoever type of gambling, but at a low level there has been widespread engagement in gambling. Survey also showed that not all gamblers, that game more oft than they intend, are problematic, so correlation between gambling relative frequency and problem gambling was, moderately high but not jibe(Moore M. Susan Ohtsuka Keis)And finally with table five, there is expressed gambling intention, frequency and problem as independent variables and potential soothsayers are sex, age, attitudes to gambling, subjective norms, intention to gamble. Regression analyses showed intention to gamble was significantly predicted by attitudes and subjective norms more positive attitudes great intention to gamble. Also males, people with sinewy intentions and positive subjective norms are more apparent to engage in this activity.(Moore M. Susan Ohtsuka Keis, Social behavior and personality, 1999)Gambling behavior and problem gambling is partly predicted and influenced by independent factors, but is it stable or characterized by progression? It was helpful for me to answer these questions by contemplating longitudinal studies reviewed by Debi A. Laplant et al in the abstract named constancy and progression of mazed gambling lessons from longitudinal studies. Stability tendency for individuals to stay at one diagnostic level hostile to moving to another(prenominal)(prenominal) improved or worsened level (Laplante A Debi et al 2008). this review build out that in contrary to conventional wisdom individuals can recover from disordered gambling (contrary to patience assumption), like the other one that holds that individuals who have gambling problems are not more plausibly to worsen than individuals without gambling problems (contrary to progression assumption) , so this review demonstrates that disordered gambling is unstable and not persistent, that means that professional and conventional wisdom round problem gambling have no empirical support. This review by Laplante A Debi was based on 5 peer reviewed articles (Abbott et al, Defuentes-Merillas et al, Shaffeer and Hall, Slutske et al, and Winters et al) which used various time points, populations and measures of problem gamblingIn the above figure level 0-1 represents no gambling or gambling without problems, level 2 subclinical gambling problems, level 3 gambling problems. Then were actual cross tabs classification of gambling courses improve decreased number of gambling problems worsening increased number of gambling problems stable consistent gambling problems across all time points (there were different time points and large time span) and variable fluctuation of gamblingproblems without consistent direction.As this figure shows take aim 3 or problem gamblers who rock-bo ttom their level of severity exceeded the studies corresponding margin of error, in each claim proportion of level 3 gamblers improving was greater than zero. Results are identical for Level 2 gamblers, who reduced level of severity and their number exceeded corresponding margin of error. Improving was greater than zero. (Table2, Debi A. Laplante et al) it confirms that gambling behavior is not persistent, as problem gamblers reveal tendencies of improving in each study. We can conclude that these longitudinal studies with short-term and long-term periods bes skin rash that while healthy gambling behavior appears to be stable, individuals with gambling problems experience movement from different levels of severity of gambling disorder to other more or less severe levels.Now as we have covered main issues, structure and characteristics of gambling we should pay more wariness to segment of population which is frequently multiform in gambling and pathological gambling yields disa strous consequences for them. As a bottom line we can use article by Emily M. Verbeke and Karin Dittrick-Nathan-Student gambling. Gambling is an addictive behavior that is lots hidden but erodes students quality of life it has increased significantly among adolescents, who have grown up in a society where it is legal and wide accepted.(Emily M. Verbeke) As article points out problem or compulsive gambling is characterized by increasing preoccupation with gambling, a need to bet more money more frequently, restlessness or irritability, increasing bets to make up previous losses and loss of control over gambling activity. Result of problem gambling can be low grades absenteeism, poor closeness (Emily M. Verbeke) (Then we will discuss this in more details). Although regulations forbid anyone under 18 to play, illegal gambling takes place out of controlled areas. There are some(prenominal) reasons why adolescents gamble for recreation, to socialize, to win money, to experience thrill , to relieve depression or simply to escape from problems at home or university.Youths who have certain personality characteristics, such as extreme impulsivity, extroversion, sensation-seeking behaviors or low conceit may be at higher risk of developing a gambling problem and they have higher rates of depression and self-annihilation attempts. Prevention and intervention activities must me carried out by teachers, mental health professionals, coaches, parents to communicate to students about negative effects of gambling and change a positive attitude towards gaming as a harmless behavior (Emily M. Verbeke).College students gambling behavior when does it become harmful? by Jeremiah Weinstock et al is another useful abstract which gives us beneficial information about student gambling. 159 college students were questioned, who also completed demographic questionnaire. Patterns of gambling behavior associated with pathological gambling gambling more than 1.2 times per month, gambl ing more than 2.1 hours per month, intending to wager more than 6.1% of periodical income and wagering more than 10.5% of monthly income. Pathological gambling was also associated with the crew of psychological distress, gambling frequency and a history of parental gambling problems (Jeremiah Weinstock). Pathological student gamblers report poorer academic performance and greater risk taking, like alcohol consumption, nicotine use, illicit drug use and unprotected sex, than recreational or non-gamblers (Weinstock et al). Also Weinstock et al found that 50% of students who gambled at least(prenominal) once a month experienced problems related to their gambling. In this study 160 students were participating, 18 years or older, the sample was diverse in both demographic characteristics and gambling behavior. Study showed that the most common gambling activities were cards (58.3%), slots (48.1%), sports betting (33.1%) and games of skill (26.3%). Questionnaire filled in by participan ts asked for GPA, monthly income, ethnicity, sex, marital status and age, also whether their parents gambled or not. Questionnaire also included other behavioral variables like Gambling frequency, duration, Gambling Plan Adherence index number and episodes when amount risked exceeded amount intended to risk.On the basis of diagnostic interview participants were classified as pathological or non-pathological gamblers. As shown in table 1, pathological gamblers are significantly more likely to report a parent with a gambling problem history, a lower GPA, greater psychological distress than were non-pathological gamblers.This numbers identify several strong behavioral indicators, highlighting a behavior associated with pathological gambling risking more than 10% of monthly income, gambling more than once a month and gambling more than 2 hours per month were related to pathological gambling status in college students. As study showed demographic variables play small role in pathologi cal gambling status, behavioral and psychological variables are more influential and such behavioral indicators can be utilized to assess, celebrate and intervene in problematic gambling behavior in college students.Pathological gambling among students is further analyzed by Randy Stinchfield in the article Problem and pathological gambling among college students. Article is divided into four sections, overview of problem and pathological gambling, risk and contraceptive factors associated with student gambling, problem gambling showing and sound judgment instruments, prevention and intervention approaches. Problem gambling individuals life is break by gambling, gambling takes precedence over other activities and individual experiences obstinate consequences. Pathological gambling is a psychiatric diagnosis (Diagnostic and statistical manual(a) of mental disorders-American psychiatric association). Three cardinal signs of pathological gambling are preoccupation with gambling and obtaining money with which to gamble, loss of control of ones gambling and lengthening of gambling despite negative consequences such as losing large sums of money. Experimenting with gambling, regular gambling, excessive gambling are types of student gambling. Many college student gambles, but only small percentage becomes problem gamblers (Winters, Bengston, Dorr 1998). Rates of gambling and problem gambling remained stable over time, but there was a evoke from illegal games to legalized games (Winters 1995). How many college students are problem gamblers? 9.3% of men and 2.4% of women(Shaffer, Hall 1997 SOGS),other study 4.9%men 1%women(Winters, Bengston, Dorr 1998) another study 8.5%men, 1.9% women (Engwall, Hunter, Steinberg 2004). What about risk and protective factors associated with gambling? Out of all possible risks, most salient is nub use, abuse, dependence. The link between alcohol, illicit drug, and tobacco use and gambling and problem gambling are strong (Cl ark, 2003 Engwall 2004). Heavy alcohol use was highly predictive of problem gambling, particularly size of bets made while gambling, unexpected withdrawal of extra money at the casino and loss of more money than could be afforded (Giacopassi 1998). In terms of gender, males are more involved in gambling that women (Kveitel and Allen, 1998) males also have higher rate of problem gambling than females (Ladoucer 1994). Ethnicity, like gender is another salient risk factor, studies have shown that African-Americans and Asian-Americans tend to gamble more then European-Americans. Other important risk factors can also be listed students overall level of gambling activity, ecumenic gambling veracity, tendency to minimize losses, general academic performance, typical vacuous or extracurricular activities and parental or guardian history of gambling(Randy Stinchfield 2006). Now briefly discuss about pathological gambling assessment instruments.Most commonly is used the sec Oaks Gambling Screen (SOGS), the cognitive content of SOGS includes items that inquire about spending more time or money on gambling than intended, hiding evidence of ones gambling, arguing with family members about ones gambling borrowing money. The twenty item SOGS is scored by summing the number of items endorsed, a prune score of 5 or more refers PPG. Second item is the Gambling Behavior Interview (GBI) 76 item instrument designed to measure signs and symptoms of problem gambling. GBI is made up of eight content domains Gambling attitudes, Gambling frequency of different games, Time and money spent gambling, gambling frequency at different venues, SOGS, DSM diagnostic criteria, Research diagnostic items and demographics.(National Collegiate Association, 2004).At the end of this article are recommendations for practitioners at colleges and universitiesMonitor student gambling behavior, extent of gambling, illegal gambling and problem gambling.Develop student policies for gambling that emph asize rehabilitation not punishment.Conduct research into the cause, development, maintenance and goal of problem gambling, with an emphasis on risk and protective factors.Develop and measure out prevention programs and messages designed for students.Provide treatment services for students who have already developed a gambling problem. (Randy Stinfield, leaveiam Hanson, Douglas Olson, 2006).Correlates of college student gambling are worthwhile to analyze. Article named Correlates of college student gambling in the United States by Richard A. LAbrie et al gives some profitable information about it. Primary research questions which were answered Will a nationally representative survey of gambling among college students confirm the apprehension that college students are at high risk for gambling problems? And will the problem behaviors and the risk factors conform to those of alcohol abuse and thereby support the persistence of a problem behavior syndrome (Richard A Labrie). Resear ch used 2001 CAS self-administered questionnaire, which repeated standard questions used in 1993, 1997, 1999 surveys. The survey questionnaire asked, during the past school year, how often did you bet or spend money on each of the hobby gambling activities bet on professional sports, Betting on college sports, Betting on horse or dog racing, Casino gambling, Betting on the draught or the numbers, Internet betting or gambling, Betting with a bookie, Playing cards, dice, or other games of chance.The 2001 CAS collected data from 120 colleges, 10765 students, to improve the representativeness of the sample data were weighted to the gender, age and race/ethnicity distribution at the schools. Approximately 52% of men and 33% of women account that they gambled, the most fashionable type of gambling was playing the draftsmanship (25%), 30% reported casino gambling, 13% gambling with playing cards and dice. Gambling venues for men lottery, playing cards, betting on sports, skill games and casino gambling, women preferred lottery, casinos, slot machines, bingo, and playing cards. Men are about 4 times more likely than women to have bet on sports and compete games of skill for money, 3 times more likely to have bet on animals and twice as likely to have gambled in the stock market and played dice games (Douglas Engwall 2000). Of the students who gambled, 45% participated in only 1 type of gambling activity, the volume of student gamblers limit their gambling to 1or 2 types (Richard A Labrie 2001). Students also answered questions about time spent on various activities in the past 30 days, these questions provided with an opportunity to evaluate the demographic and other factors that distinguished students who gambled from those who did not. Results showed that three demographic variables significantly predicted college student gambling for the total sample. Being male was the strongest demographic predictor of being a gambler, followed by being older than 20 ye ars, and finally by having parents who had not completed the 4 year college. For men but not women, being white was a significant predictor of being a gambler, for women but not men having never been wed was also significant predictor (Richard A Labrie 2001). Other covariates those students whose families did not eliminate of drinking were more likely to gamble. Students who gamble intensely consider parties to be very important and religion and art less important. Male gamblers consider athletics to be very important. Men who lived in fraternity houses were more likely to be gamblers having a grade average less than a B+ was more common among gamblers and also having 5 or more close friends was one of the predictors. Alcohol related behavior were the strongest risk correlates of gambling. persona of marijuana and illicit drugs also predicted gambling. Students of both sexes were more likely to be gamblers if they watched a great deal of television, spent time on a computer for n on-academic reasons, studied less than 3 hours a day (Richard A Labrie 2001)The results of this nationally representative survey of gambling among college students do not indicate that students are at high risk for gambling problems, fewer college students in the 2001 CAS gambled in the last school year than adults in the last year. The CAS also found that 2.6% of students gambled frequently. Although findings reported in this article do not indicate a large national gambling problem among students, promotion of gambling could change a current situation.As we noted several times, intensive alcohol usage is most significant predictor of gambling behavior, so decision of choosing article The co-occurrence of alcohol use and gambling activities in first-year college students by Matthew P. Martens. Study written in this article was participated by 908 first-year college students, who were surveyed in 2005 research showed that alcohol use and alcohol-related risks were related to gamblin g frequency and peak gambling loss. National studies have indicated that approximately 40% of US students engaged in heavy episodic drinking, with men devour more alcohol than women. In this study Alcohol Use Disorders naming Test ( canvas) was used as a measure of alcohol use. AUDIT is a 10-item measure designed to assess alcohol consumption, dependence symptoms and alcohol related risks and problems. To assess gambling behaviors, participants completed a 7-item inventory, these items were taken from the South Oaks Gambling Screen, six items assessed gambling activities playing cards for money, betting on horses or sports betting, playing slot machines, playing casino games, playing the lottery and playing a game of skill. The mean AUDIT score among participants was 8.61, men reported higher total wads than women (Matthew P. Martens 2005), results also showed that most played gambling activity was lottery games(55%) followed by playing cards for money(44%) and games of skill(26% ), men reported gambling more frequently and having a greater peak gambling loss than did women.Goal of this study was to examine the co-occurrence of alcohol use and gambling. Table 2 shows the correlation between AUDIT scores and gambling variables, correlation between AUDIT and gambling frequency was 0.29 indicating the co-occurrence. By assessing differences in gambling behaviors between high-risk drinkers, low risk drinkers and abstainers, outline of results indicated that high-risk drinkers gambled significantly more often than did others and had higher peak gambling loss. The finding of this study was that alcohol-related variables (use, dependence and alcohol related risks) and gambling frequency and peak gambling loss co-occurred in a group of students eat large amounts of alcohol may make it more likely that a student chooses to gamble or it could negatively affect a students gambling-related decision. as well as students may drink more heavily when they are engaged in g ambling activity. (Matthew P. Martens et al, journal of American college health 2005).As we noticed lotteries are most common form of gambling and they are readily forthcoming to students, so next article is Predictors of lottery gambling among American college students by Beverly A. Browne and Daniel J. Brown. In this study gambling behavior of 288 American college students was examined and it was found that student lottery gambling was related to having parents and friends who were lottery gamblers. Students who were frequent lottery gamblers were more likely to participate in other forms of gambling. Discriminator analyses development parental gambling, peer gambling, games played, sex and locus of control could predict frequency of lottery playing for 72% of gamblers and non-gamblers. A small body of research that addressed the relationships between gambling and personality (Reviewed by Kusyszyn, 1984) indicated that college students who gambled on lotteries were similar to no n-gamblers in characteristics such as intelligence, psychoneurotic tendencies and extroversion, male college students who gambled were found to be more secure, masculine and happy but less socially responsible. good deal who believe in luck may be more likely to gamble. The personality trait of locus of control has been linked to believing in chance rather than individual control over ones destiny (Rotter, 1966 Rotter, 1972). The sample of this research consisted of 288 students, as attitudes toward gambling might vary with nationality the sample was restricted to persons from the USA. The respondents completed a self-administered questionnaire that asked about gambling practices and the gambling of parents and friends. Results showed that almost 80% of the sample had purchased lottery tickets at one time or another only 2% reported that they were frequent lottery players and 63% as occasional players. The average age of subjects when they bought their first ticket was 17.7 years, 31% of students reported that they had played lottery illegally before the age of 18. Responses also showed that 61% of college students played the same frequency as they did before they came to college, so college environment is not motivator of gambling. Study used discriminator analyses to determine how well a combination of variables would predict lottery playing behavior. The analyses indicated that the combination of other gambling, parental gambling, peer gambling, sex, and locus of control could predict gambling status.Most predictive variables were engaging in other gambling, parental gambling, and peer gambling. Gaming peers may promote tendencies to gamble nevertheless other influences (time, money, knowledge) may limit those tendencies.Review gave me a great deal of information around gambling to make conclusions, researches indicated legal gambling is not directly connected to unemployment growth, crime rate or personal bankruptcy, it is not significant influencer, so if we consider those benefits expressed in huge taxation revenues, developed services, and employment in casinos, we can find legal gambling acceptable and sometimes prerequisite too. Those funds received from taxation will stimulate economic growth and result in greater GDP. On the other hand, it is persons legal secure to gamble, if he is above 18 years and has desire, so it would be less than democratic to abolish gaming as a purpose of evading excessive or pathological gambling. I perfectly realize negative effects and bad sides of gambling, mainly influencing adolescents and problem gamblers, as excessive gambling frequently results in disruption of private life, psychological distress, big debts, failures at jobs, universities and in relationships with relatives so population must be informed about it timely, and then people will make informed choice to gamble or not. Restrictions in age must be controlled strictly juveniles under 18 years must not be allowed to gamble at a ll, not only in casinos but anywhere. It means that illegal gambling must be eliminated, also in schools and universities have to be conducted monitoring of student gambling behavior, prevention programs must be developed and policies should emphasize not punishment of those who became problem gamblers but rehabilitation. By looking at predictors of gambling behavior profile of prospective problem gambler can be created, people who fit this profile noticed and eliminate threat until it becomes dangerous. In some dimensions gambling has negative effects on society as a whole(social distress) so there is one view and I agree with it that gambling ventures can be removed

Development of Buildability and Constructability

Development of Buildability and ConstructabilityWhat is buildability or constructability? Is contrive for buildability or constructability is move upable? zeal up buildability judgments and theories deepen designers sensation of device friendship and buildability issues and reduce rework and cast up reflection productivity? , or move it inadvertently limit designers creative thinking? At the heart of this review paper are debates ab come out of the closet the electric potential of buildability concept and the usability of facial expression knowledge in design to sustain and disclose buildable designs. wrench is the worlds largest and most ch eitherenging manufacturing R. L. Tucker, 1986. In 1997, the US twisting patience accounted for 10% of Gross Domestic Product (GDP) and employed all over 10 Million, devising the effort the largest in the country E. Allmon, C. T. Hass, J. D. Borcherding and P. M. Goodrum, 2000. On the other(a) hand, a 10% increase in facial expression labour productivity would yield annual savings of about 1 Billion to the British economy R. M. W. Horner, B. T. Talhouni and H. R. Thomas, (1989). a equal conclusion was echoed by Stoekel and Quirke S. Adams, (1989).. Several factors be active come across productivity but, buildability is among the most important R. M. W. Horner, B. T. Talhouni and H. R. Thomas, 1989)., S. Adams, (1989).In practice, design and kink actiones are normally carried out in a sequential manner. Since 1805 the social organization pains has benefited from the various advantages this approach (Dunican, 1984). It allows the contrasting parties in the ramble to manage and endure the best results for the project while defending and upholding their rights and duties at heart their several(prenominal) disciplines (Griffith, 1986).Although the separation of design and aspect allows the twirl processes to be managed governing bodyatically between the various cast ups and disciplines , the manufacturing is still organism criticised for poor performance, being under productive, pretermit of competitiveness, and consuming longer product development condemnation.Various studies suck in revealed that since 1950, the facial expression labor has realised the important of analysing design for locution implications, if the issue work on site is to be effectively performed ( time-worn,1986). To cover this typefaceive problems from the separation of design and construction, a concept known as buildability in the UK and constructability in USA is established and marketed to the industry (Illingworth, 1984 CIRIA, 1983 NEDO, 1975 Griffith, 1985 Gray, 1983 Moore, 1996). By using the buildability concept as a means to improve the construction industry, many moods puddle been put forward by various searchers to remove the disadvantages of separating the design and construction process (Illingworth, 1983 CIRIA, 1983 CII, 1986 Tatum, 1987).The issue of buildability and schoolman query in the airfield for that intimacy has been an evolving bingle over the last three decades moulded by reaction to changes in the procural environment and in the case of academic buildability research, to advancements in the accomplishment of methodology. Regarding the latter, ontogenesis techniques such as neural networks, fuzzy decision making, buildability a lot system and 3d/4d technology technologies pass water witnessed application among a cast of assessing buildabilty problems (ref.).This paper testament review and synthesise the existing research efforts in order to establish state of the art collective knowledge in relation to buildability problems causes and effects. It aims to create two separate taxonomies, which are comprehensive collections of all project change causes and change effects identify in previous(prenominal) studies. A simple case battlefield is presented to demonstrate how the taxonomies provide a useful framework for cons truction professionals to manage project changes. However, they are non management tools that can be used outright in practice. Instead, they provide a basis for developing project management solutions and toolkits. While the industry focalization of this study is construction, the create taxonomies can be modified and select for other project-based industrial sectors (change).Aim and objectives of this studyThis backcloth of evolvement brings matters conveniently to the focus of this study, the aim of which was to critically appraise academic research within the field of construction buildability, published over a time window of circa 30 years prior to 2011.Objectives related to this aim included particular regard of(1) the foci of that research(2) stated research drivers(3) favoured methodological approaches(4) research tools employed and(5) the products of research effort. Buildability assessment method(6) Buildability attributesBased on observation of end points resulting from satisfying these objectives, the role of published academic research is considered, and future day research direction intimated.The government issues reviewThe principal method for this study is literature review and analysis. A preliminary review found that studies on buildability assessment fall into a broad spectrum, covering buildability problems causes and effects, buildability attributes, as well as assessment methods and techniques. inclined the large volume of published work, there was a need to set a limit to the scope of the review. The study was chosen to focus on buildability assessment models and the stages of its implementation, because a good understanding of buildability models is a prerequisite for effective. much(prenominal) a decision excluded papers from the review.The targeted literature sources are limited to refereed academic journals, published in English. They are a good representation of the extensiveness and depth of research handments and the y cause been scrutinised through with(predicate) peer review. In recent years, most academic journals began to provide online access. The emergence of a number of publication index databases has greatly assisted the literature search task. As for the determine of publication, no explicit restriction was set. However, because few pre 1990s publications were covered by the online index databases the number of papers identified for that period is very small. This will be revealed in the following analyses.Development of buildability and constructability conceptThe word buildability appears to view premier entered the language in the late nineteen seventies D. W. Cheetham and J. Lewis, (2001).. Concerns on the disparate phases in construction development was raised in the wee 1960s when a series of studies, such as Emmerson (1962), Banwell (1964), Tavistock (1965), EDC (1967) and NEDO (1975), were carried out in the UK.The issue of buildability and academic research in the fiel d for that matter has been an evolving one over the last three decades moulded by reaction to changes in the procurement environment and in the case of academic buildability research, to advancements in the science of methodology. Regarding the latter, developing techniques such as neural networks, fuzzy decision making, buildability scores system and 3d/4d technology technologies have witnessed application among a range of assessing buildabilty problems (ref.).To top a better understanding of buildability problems, especially their causes and effects, has been a long-standing research challenge.Emmerson incubateAn early attempt to address buildability can be credited to Sir Harold Emmerson (1962) when he suggested the development of a new form of relationship between designers and constructors. The draw a bead on of concern was the lack of cohesion between designers and constructors and the inability of both parties to cypher the whole construction process through individuall y others eyes. The report was the first that has emphasised that the inefficiencies in the construction industry stemmed from inadequacies of communications and coordination. The prime(a) of the relationship between the professions and sub contractors was seen as affecting the susceptibility of expression operations. Emmerson criticised the lack of cohesion existing within the industry.Banwell ReportIn the UK, since the Emmerson Report (1962), many researches had been carried out to identify the causes of buildability problems and search for solutions for improvement. Banwell 1964 highlighted the fragmented characteristics of the industry and inefficient designs produced by designers deficient in construction knowledge without involvement of contractors. Banwell 1964 suggested that design and construction must be considered unitedly and that in the traditionalistic espial situation, the contractor is too far removed from the design stage at which his specialize knowledge and techniques could be put to invaluable useThe report called for more than(prenominal) circumspection to be given to pre-contract planning and design preparedness and criticised professionalism as being set sighted, giving rise to unnecessary and inefficient construction practices. It was suggested that leaf nodes define their building requirements clearly at the start of the design stage the building process should better integrate the stages of design and construction and that traditional construction practices should be reviewed to seek interdisciplinary approach.A subsequent study (Economic Development Council 1967) reported that the recommendations made in the Banwell Report had non been successfully implemented within the construction industry and that flexible approaches to traditional procedures should be sought and new initiatives developed if meaningful change within the industry was to be achieved.The Wood Report in the mid-1970s (National Economic Development forc e 1975) suggested that in the decade following the Emmerson and Banwell reports some improvements had been made in the pastime for integrating better the processes of design and construction. In general however, the legitimate problems remained and it was suggested that efforts should be directed towards increasing the direct of awareness for the problems and designing measures to bring together the design and construction processes such that the construction stage might like a shot capitalise on design initiatives.TavistockLater, the report of the Tavistock (1965) highlighted that the causes of the communication problems between contracting parties could be attributable to the division of responsibilities and the pattern of relationships. Since then, the need to integrate disparate development phases has triggered a large number of studies in different countries.GriffithGriffith (1984) suggested inviting construction expertise early at the design stage, using contractual arrang ements that serve the improvement of buildability. Griffith (1984) however pointed out that the capability of project management bosom suitable procurement approaches would contribute to improved buildability with concomitant benefits for boilersuit project performance.Griffith and Sidwell (1997) correspondingly maintained that decisions taken early in a projects emotional state calendar method have greater potential to run the final outcome of the project, based on the Pareto Principle.Griffith and Sidwell (1997) highlighted that buildability must be considered from the first nonional idea suggested by the client, and is quite simply a prerequisite throughout what whitethorn be considered to be a staged process.Griffith and Sidwell 17 identified several similar problems, which are lack of consideration on interrelationship between different construction elements and skills required and less flexibility of design and leeway within design breaker points for materials, comp onents, plants and craft tolerances.Constructability includes number of activities during all project lifespan cycle phases. Griffith Sidwell (1995) believe that application of these activities during early stages of summarize construction projects causes more influences on overall hail and value.Constructability must always remain as the ingenious thinking throughout the project life cycle to overcome project difficulties and barriers. Griffith Sidwell (1997) illustrate some of these difficulties such as low level of awareness demarcation lack of incentives reticence and competitive stance espouse by construction professionals. So identification, mitigation and review of constructability barriers and barrier-breakers, which affect directly on efficiently implementation of a constructability program, is a must during project life cycle (OConnor Miller, 1994, 1995).Griffith (1987) suggested a compromise between consciously making the design more buildable and accommodating the many factors imparting an influence upon design, including quality, aesthetics, time and cost.It is essential to consider constructability at an early stage in the total construction process, because the ability to influence project cost, and so value for money, from the client s viewpoint, diminish as the project progresses in time. (Griffith Sidwell, 1995). building projects can be divided into different stages as conceptual planning and briefing, design, procurement, construction and post construction (start up and use) (Alan Griffith Sidwell, 1995).Generally, there are many well-rounded benefits of good constructability these are measurable not only in cost and time, but in any case in terms of the physiological and psychological gains for the participants in the total construction process (Alan Griffith Sidwell, 1995).Griffith (1987) suggested a compromise between consciously making the design more buildable and accommodating the many factors imparting an influence upon d esign including quality, aesthetics, time, and cost.Methods should be sought to improve constructability by designing for frugal use of labor and widely available and versatile tools, plant and equipment.Griffith (1984 1985) likewise added that managerial aspects have the greatest potential to increase productivity and achieve good buildability.A subsequent research study (Griffith 1984 Griffith 1985a) was similarly narrow in scope, but recognised in its findings the primal weakness in focusing narrowly on the attributes of design to aid construction on site. It was suggested that concentrating on design was important, but that project site and management-based factors must also be considered. The difficulties surrounding the determination of conceptual boundaries for buildability have been discussed in further studies (Bishop 1985 Griffith 1985b).It was the narrow focus, together with the complexities of the traditional contractual processes, that led to the diminishing provoke in buildability concepts within the UK construction industry during the late 1980s.Creating a building that is easier to construct cannot be the sole aim of the client (Griffith Sidwell 1995).Further research by Griffith and Sidwell (1995) presents an outline for developing a constructability strategy at distributively key stage of the construction process. This considers many of the factors suggested by Chen and McGeorge. This approach sought to stimulate creative thought about the nature of each stage such that important questions and considerations about the building process would not be missed and to encourage action to be taken by the respective participants to pursue constructability.In the strategic consideration of constructability it is likely that future research and practice might focus on the more holistic view of constructability to develop more encompassing strategies to be developed for considering constructability at each stage in the total building process the n iggardness on a fewer number of factors which influence constructability such that greater reliability can be built in to the strategies developed and the formulation of management methods that are readily adaptable to the individual project situation, including non-traditionally procured projects.CIRIAThereafter, the Construction Industry Research and Information Association (CIRIA) (1983) in the UK introduced the concept of buildability and the Construction Industry Institute (CII) (1986) in the US developed the notion of constructability. The CIRIA (1983) delineate buildability as the extent to which the design of a building facilitates ease of construction, subject to the overall requirements for the completed building. It indicates the importance of design considerations geared towards buildability improvement. Subsequently, a similar concept of constructability was introduced by the CII (1986) as the optimum use of construction knowledge and experience in planning, design, an d procurement and field operations to achieve overall project objectives. It dealt with the optimal integration of construction expertise and experience at various project stages to achieve the overall project goals. Since then, numerous studies have been conducted in order to strive for better project performance through improving buildability. For examples, Francis et al. (1999) found that better buildability could contribute to early completion of projects Jergeas and purge (2001) as well as deplorable and Abeyegoonasekera (2001) showed that buildable designs would lead to saving in project costs and costs of change orders others such as Trigunarsyah (2004a, 2004b) and Low (2001) pointed out that buildable designs would bring about improved quality and safety performance, as well as higher productivity levels, and mitigate the risks of unforeseen problems. scorn these developments, it has become evident that the progress of resolving buildability problems is still unsatisfacto ry. Construction industry review reports typically found contractors having little input into the design (Egan, 1998), or consultants putting little emphasis on buildability (CIRC, 2001). The ensuing review by Wolstenholme (2009) of the UK construction industry also points to the need for better integration of the construction supply chain using a whole life cycle approach. much specifically, some good examples of involving the contractors early in the design process have been cited, indicating the need to improve buildability.In view of these findings, a set of principles targeted at designers under the traditional procurement system was drawn up by the Construction Industry Research and Information Association (CIRIA). side by side(p) the reports of Emmerson and Banwell, the Construction Industry Research and Information Association (CIRIA) supported a major research initiative to investigate what they regarded to be, the principal problems of construction practice. Their attenti on focused on a concept which they referred to as buildability, suggesting that building designs were not providing value for money in terms of the efficiency and effectiveness in the way in which the building process was then being carried out (change). The report of their investigations, Buildability An Assessment, (CIRIA 1983) presented seven categories of buildability principles to carry out thorough investigation and design plan for essential site production requirements plan for a applicative sequence of operations and early enclosure plan for simplicity of lying and logical trade sequences detail for maximum repetition and standardisation detail for achievable tolerance and specify robust and suitable materials. CIRIA stated that their methodological approach provided data that were too limited to be certain that the categories identified were final and universal, although they had sufficient confidence to publish the categories as provisional guidelines. It is from this or iginal study that buildability research and practice evolved (change). The initial CIRIA report was followed by a further study (Adams 1989) in which the original seven categories of buildability principles were further developed to present 16, more definite, principles. This study is most purposeful since, although it still focuses on design, it does begin to widen the perspective of buildability and point the way towards recognising the true complexity and multifaceted nature of the issues involved.The first CIRIA study, while laudibly raising general awareness to the concepts and principles of buildability and therefore achieving its basic objective, was unfortunately restricted in focus.Egan Report much recently, the Egan Report (1998) awakened attentions that the general buildability performance was far from being satisfactory. Contractors were also found to have little input into the design in the UKs construction scene, thus constituting a comparatively lower productivity fi gure for the industry (Graham and Bird, 2001).Egan (1998) claims that too much time is spent in construction on site trying to make design work in practice. He adds that contractors have little input into the design and this is indicative of a fundamental malaise in the industry the separation of design from the rest of the project. This is principally because the traditional procurement method of design-bid-build remains rooted within the industry (Arditi et al. 2002 Song et al. 2009 Kent and Becerik- Gerber 2010). Egan (1998) subsequently encouraged longer term procurement relationships in favour of selective methods, as a mechanism to achieving quality and efficiency improvement while in a second report (Egan, 2003), arguably rooted the term integrated supply chains into procurement dialogue. More recently, the Egan Report (1998) awakened attentions that the general buildability performance was far from being satisfactory. Contractors were also found to have little input into t he design in the UKs construction scene, thus constituting a comparatively lower productivity figure for the industry (Graham and Bird, 2001).Over the years since the definition of buildability has been put forward by the CIRIA 1983, lots of studies have highlighted the prospective benefits to be brought about by improved constructability Arditi et al. 2002 McGeorge and Palmer 2002 CIRC 2001 Francis et al. 1999 CIIA 1996 CII 1986 Griffith 1984 Gray 1983. With the potential benefits as incentives, methods and practices have been proposed for more efficient designs minimizing construction wastages on site. However, as time passes by, the progress of resolving constructability problems is still regarded as being unsatisfactory CIRC 2001 Egan 1998. The underlying reasons are multifaceted Ma et al. 2001 Uhlik and Lores 1998 Griffith and Sidwell 1995 OConnor and Miller 1994, which have led to the current sluggish use of pull factors in the seeking for better design constructability. More recently, push factors have been put in place by the Singaporean Government, which has enforced a legislation to enhance constructability by requiring minimum buildable scores to be attained before building plans are approved. The calculation of buildable scores is based on the buildable design idea system BDAS, which was modeled from the in-house buildability appraisal system of a major Nipponese contractor, Takenaka Corporation Poh and Chen 1998. After the implementation of BDAS, follow-up studies have demonstrate the correlations between higher buildable scores and the improvements of site productivity, construction quality, and manpower manipulation Lam 2002 Low 2001 Poh and Chen 1998.Buildability is a major issue across global construction industries and in particular the UK industry.

What Is Service Marketing Mix Marketing Essay

What Is Service merchandise Mix Marketing EssayMarketing mix is the key concept in the patronage assess. It is the strategy utilize to perform market functions. Marketing mix according to De Aze (1985) is the planned piece of land of instalments which bothow support the organization in r for individually oneing its tar perplex markets and specialised objectives. Marketing mix helps to position the library or randomness proceeds precise firmly in the perceptions of their communities served the wider association for the public library, academic community for the academic library or the clients and clients for the traffic or specialist information aid. Marketing mix needfully more properly to be termed market mixes, to encourage librarians and information managers to perceive the take account of diametric marketing mixes for specific market segments or groups of users. These ar inter-related, interdependent, and besides a combination of umteen factors.CUsersA jayDownloads69e6aa0beac8f353cdcc2768df8d9bdb_LARGE.png crossing As dependn in the thoroughlys- return continuum, your return erect fetch both material and intangible aspects, and is the thing you endure to satisfy your customers wants and needs. within this atom, you need to consider such(prenominal) things as your product range its spirit and design its features and the benefits it offers sizing and packaging and any add-on guarantees and customer service offerings.Price Sound worth decisions argon crucial to a undefeated business and should be considered at both long-term strategic and short-run tactical levels.Within this element of the mix you should consider list damage and give the sack price terms and conditions of repairment and the price sensitivity of your market. value remembering is the connection of price to your position in the marketing specifi cry (out)y that tho one operator in any market can be the cheapest. Jostling between competitors for this p osition is r atomic number 18ly wise.Promotion This is the element of the marketing mix that most tribe mean when they talk about(predicate) marketing. But jumping straight into decisions about what operationional tools to use without considering their family to the rest of the mix can be a sure-fire federal agency to waste money. in that location ar many different processional techniques, severally with their own strengths but essentially they can be broken muckle into four broad categories Advertising Public Relations Sales Promotions and depend Selling. These techniques are apply to transmit the specific benefits of your product to your customers.Place Marketers accognition models that explain the way they work they love it even more when elements of from each one model begin with the same letter hence the use of the develop Place to describe distribution channels.Your choice of such channels is consequential, as is the variety of channels you use. For example, a common issue for businesses beginning to trade on- aviation is how that will affect their off- gunstock business, for example selling right off through and through the web could alienate retail outlets that have been the of importstay of your business in the past.People The impact that your people can have on your marketing cannot be downstairsestimated. At its most obvious, this element covers your front line sales and customer service staff who will have a direct impact on how your product is perceived.You need to consider the knowl march and skills of your staff their motivation and investment in supporting your brand. Any element of the marketing mix will similarly have its impact on other elements of your business, but the people element is one where the importance of regarding marketing as an integral part of the way you do business is vitreous silica clear.Process The process part of the mix is about being light more or less to do business with. If youve ever become frustrated at call centers that cant answer your questions, or annoyed when you cant secure something in a shop because the computerized till doesnt recognize that it exists, even when you can see it on the shelves, youll know how fundamental this element can be.The more towering contact your product, and the more intangible, the more important it is to get your processes right. Remember to formulation at this from your customers point of view. The process problems that are most annoying to a customer are those that are designed for the entrustrs convenience, not the customer.Physical march When you sell tangible goods, you can offer your customer the chance to chasten before they buy, or at least see, touch or smell. With services, unless you offer a free trial, your customer will often be purchase on trust. And to help them do so you need to provide as much show of the shade you will be providing as possible.So physical evidence refers to all the tangible, in sight touc h points that your customer will encounter before they buy, from your reception area and signage, to your staffs clothing and they images you include in you corporate brochure.7ps service marketing mix in mc Donaldsafter segmenting the market, finding the target segment and positioning itself, each company needs to come up with an offer. The 7 Ps used by McDonalds areProductProduct is the physical product or service offered to the consumer. Product includes certain aspects such as packaging, guarantee, looks etc. This includes both the tangible and the non tangible aspects of the product and service.McDonalds has intentionally kept its product depth and product largeness limited. McDonalds studied the behaviour of the Indian customer and provided a totally different menu as compared to its International offering. It dropped ham, flush and mutton burgers from the menu. India is the only plain where McDonalds serve vegetarian menu. Even the sauce and cheese used in India are 100% ve getarian. McDonalds continuously innovates its products according to the changing preferences and tastes of its customers. The recente xample is the introduction of the Chicken maharajah Mac. McDonalds bring with it a globally reputed brand, world class food quality and excellent customer specific product features.McDonalds Indian MenuVegetarianMcVeggieMcAlooTikkiPaneer Salsa finish upMcCurry Pan pizza pie McPuffNon vegetarianChicken Maharaja MacMcChicken BurgerShahi Chicken McCurry mop up Chicken MexicanFillet-O-FishChicken McNuggetsPricePricing includes the list price, the discount functions avail satisfactory, the financing options available etc. It should too take into the consideration the probable reaction from the competitor to the pricing strategy. This is the most important part of the marketing mix as this is the only part which generates revenue. All the other collar are expenses incurred. The price must take into consideration the appropriate demand-supply equation. McDonalds came up with a very catchy punch line Aap ke zamane mein ,baap ke zamane ke daam. This was to attract the center field and lower class consumers and the effect can clearly be seen in the consumer base McDonalds has now. McDonalds has certain value pricing and bundling strategies such as happy meal, combo meal, family meal and happy price menu to cast up overall sales volumes.PlaceThe place chief(prenominal)ly consists of the distribution channels. It is important so that the product is available to the customer at the right place, at the right time and in the right quantity. Nearly 50% of U.S.A is within a 3 minute drive from a McDonalds outlet. There is a certain degree of fun and happiness that a customer feels each time he dines at McDonalds. There are certain value propositions that McDonalds offer to its customers based on their needs. McDonalds offers hygienic environment, good ambience and large(p) service. Now McDonalds have also started giving internet facilit y at their centers and they have been playing music through radio instead of the dominion music. There are certain sanctified areas for children where they can play spot their parents can have some quality time together.PromotionThe motley promotion channels being used by McDonalds to effectively communicate the product information are given above. A clear reasonableness of the customer value helps decide whether the cost of promotion is worth spending. There are three main objectives of advertising for McDonalds are to make people aware of an item, feel positive about it and remember it. The right pass has to be communicated to the right audience through the right media. McDonalds does its promotion through television, hoardings and bus shelters. They use print ads and the television programmers are also an important marketing medium for promotion. Some of the most famous marketing campaigns of McDonalds are You deserve a break today, so get up and get away- To McDonalds Aap ke zamane mein ,baap ke zamane ke daam. Food, Folks, and FunIm loving it.PeopleMcDonalds understands the value of both its employees and its customers. It understands the fact that a happy employee can serve well(p) and result in a happy customer. McDonald continuously does Internal Marketing. This is important as it must raven external marketing. This includes hiring, training and motivating able employees. This way they serve customers well and the final result is a happy customer.The level of importance has changed to be in the following order (the more important people are at the top)1. Customers2. Front line employees3. Middle level managers4. Front line managersProcessesMcDonalds worldwide is well known for the high degree of respect for the topical anaesthetic customs and culture. McDonalds has developed a menu especially for India with vegetarian selections to suit Indian tastes and preferences. Keeping in line with this, McDonalds does not offer any beef or pork items in India. In the last decade it has introduced some vegetarian and non-vegetarian products with local flavors that have appealed to the Indian palate. There have been continuous efforts to elevate variety in the menu by developing more such products. It is completely transparent and visible to the customers, allowing them to judge hygiene standards where the process takes place. The customers are even invited to check the ingredients used in the food.McDonalds has also re-engineered its operations repeatedly in its 11 years in India to address the special unavoidablenesss of a vegetarian menu. Vegetable products are 100% vegetarian, i.e.They are prepared separately, using dedicated equipment and utensils.Only pure vegetarian oil is used as a readying medium.Cheese and sauces are completely vegetarian and egg less.Separation of vegetarian and non-vegetarian food products is hold throughout the various stages of procurement, cooking and serving.Food manufacturing transparent to cust omers across the counter. teach to the licensees about how to operate the franchise.Invented the most efficient cooking equipment with use of current technology.New methods of food packaging and distribution are followedPhysical evidenceThe physical appearance affects not only the impression outsiders have of a business but also the way that business functions. McDonalds focuses on tasteful and hygienic interiors of its out lets at the same time they are attractive. It maintains a proper decorum at its joints. Staff members dress in McDonalds vestments code with Green shirts, Blue trousers, Black caps and Customized Ronald McDonalds tie.Building maintenance and visible cues are provided by the golden arches, the trademarks and the logos in the premises. The delivery scooters also add to the physicality of the company.7ps service marketing mix in pizza pie army chanteyAfter segmenting the market, finding the target segment and positioning itself, each company needs to come up w ith an offer. The 7 Ps used by Pizza Hut arePRODUCTWorldwide and in India, Pizza Hut has come to become synonymous with the best pizzas under one roof. This is because at Pizza Hut the feeling is that every pizza has its own magic, thus making it a destination product which everyone seeks. It is this belief that has ignited the passion to create, innovate and serve the finest product the industry has to offer, opus setting standards for others to strive to replicate. Pizza Hut is committed to providing uncompromising product quality, offering customers the highest value for money and giving service that is warm, friendly and personal. A critical factor in Pizza Huts success has been its unique eat experience. Crewmembers at Pizza Hut strive each day to provide customer mania the kind of service that ensures that every visit of the customer is a memorable one.Over the years Pizza Hut has also developed and successfully introduced a range of products especially suited to the India n palate. These products identical Chicken Tikka, Spicy Korma, Spicy Paneer and the Masala and Tan penetrationi pizzas have been a amazing success. What has also given Pizza Hut a competitive edge is that in addition to an extensive range of internationally renowned pizzas like The Italian, the proprietary Pan Pizza and Stuffed Crust, in India the menu offers the option of a complete meal. It includes appetizers, a Salad Bar where the customers can make their own bracing salads, a range of soups, pastas and dessertsPRICEIn the past, Pizza Hut has successfully used the high/low pricing strategy when setting the retail price of its products. The high/low retail pricing strategy allows Pizza Hut to charge a price that is above the competition, but also promote frequent sales to lower the price below them. some(prenominal) Pizza Hut and the beverage Mountain Dew are Pepsi subsidiaries, bundle pricing will be used.. Pizza Hut will be able to sell two products together at a single pr ice to suggest a good value. Different groups of customers are willing to pay different prices for the same product. Pizza Hut can sell The fundamental to the customers who will pay the higher price to be the first to buy and also to the bargain hunters Finally, this strategy will emphasize product and service quality. Pizza Hut sets a high initial price for its products to dismount a signal to customers that its products are quality and the service is excellent.PROMOTIONThe objectives of promotion are to introduce a new product, stimulate demand, change the short-term behavior of the customers, and encourage repeat or greater usage by current customers. Pizza hut uses many promotional strategies. The main promotion is a coupon to purchase. This promotion is also distributed mainly by chain armor (VIP members), but also by fliers on college campuses around the country in order to reach the target market. They are using billboards on main stream places to get there customer. They are also distributing door to door brochures to capture more and more customers. Pizza huts also using marketing techniques. These are the strategies Pizza hut is using for its marketing. Pizza huts trys to attract the young generation as their main market segment. Apart from this Pizza Hut is using intense marketing strategies they are also giving ads in magazines. Advertising camping will creates awareness of the products in our target markets. hatfulHere the job design is not the most difficult task to do. Also there is no specific requirement for recruiting process. After lecture one of the employees in Pizza Hut, we came to know the criteria of selection. The girl was from west India, she was only 10th passed out. After this we it was confirmed that there is no proper requirement of the educational background. The only factor they were considering on the discourse skills, how they communicate with the customers. Since the communication is the most important factor between th e customer and employee because the whole process is depended on giving the orders for food. For this the Management conducted the training process for the new employees. The education is given for total 5 days. Out of 5 days, they have 3 days for kitchen training and other 2 days in the main dining, that is, how to take orders and basically how to communicate with customers and make them happy by their services. cognitive operationThe design of the process of the pizza hut is very efficient .pizza hut do not follow any kind of hierarchy , all the employee is at the same level ,pizza hut has a very ordinate and well known process by adopting various technology software program which help them to get along their supply management and also manage their concourse of customer efficiently.PHYSICAL EVIDENCEThe ambience of the pizza hut is good enough to catch up the people .they provide a very good dining experience with high quality of atmosphere in terms of their physical evidence. And pizza hut always try to upgrade with changing environment and modernization is key of success of the pizza hut.

Marketing Strategy For Entering New Zealand Market Marketing Essay

defecate step forward St tempogy For Entering youthful Zealand Market Marketing EssayAuckland is the largest metropolis in late Zealand. It has approximately 401,500 commonwealth live within the metropolis boundary and 1.25 million in the greater Auckland bea. This represents close to one one-third of the population of the whole province. Auckland City (informally Central Auckland) is the city and topical anaesthetic pledge covering the Auckland isthmus and most of the islands of the Hauraki Gulf, in the North Island of recent Zealand. It lies in the Auckland Region, and the Auckland Regional Council is kindredwise ground in Auckland City. In 2009, it was sum upd the 4th exalted hat tell to live in the world, in human resources consultancy Mercers annual survey.Thus, Auckland is a dominance commercialize.In order of battle to market Auckland, we ar going to erect out Malaysia local provenders, satay. Satay is a display case of provenders that atomic number 18 grilled or broiled over a wood or charcoal-gray fire, hence served with non-homogeneous spicy seasonings. Satay is cheap and easily prepargond if you atomic number 18 see worker. We be demonstrateing traditionalistic satay which has six types of satay midpoint. Six types of satay meats that we launched out be mouton, beef, rabbit, deer, chicken, and fish. We al menial for bring up our witness secret recipe that suffernot be raise in sepa come outs place. It is substance abuse to attract the local market of Auckland. Our nonsubjective is to lets the alien experience spick-and-span flavour and young sensation of Malaysia local forage. In making consideration of the health issues, our satay is modified to be less(prenominal) oil, less calories and less fat.We ordain set up our own exit that has traditional design of Malaysia style. Customers eject feel the Malaysian culture when they come to our government issue. server and waitress in our outle t atomic number 18 required to wear the habitude of Malaysian style. The particular(prenominal)ity of our outlet is clients argon able to see the satay producing process. withal that, online purchase overhaul as well available. Customers eject either purchase satay instanter from our outlet or indirectly by online booking. These make them a respectable deal whatsis. spoken language military services be in c be manner provided and free of charge if it is within unique(predicate) area.PricePrice is one of the important issues in marketing flux that de margeine whether a product dejection be success or not. Price that we offer is fol downhearteding ethical issue. We are using brainwave strategy to attract the nodes. Difference types of satay meats are charge at inconsistency outlays. Customers peck lead off special discount when they r individually certain take of outlay. menial price just now now luxuriously school quality of foods is provided. in t hat respect is no price discrimination to end customer which is an illegal actions. promotionPromotion luckuriencys that we offered to local race of Auckland are include flyers, freshspaper, free sample, cash vouchers, tar services and weekly discount. If we can fire our products and outlet well, customers collapse automatically come to us. Flyers and invigoratedspaper are to a greater extent economic ways to promote certain product. Due to we are relatively unfermented in Auckland, we get down to heavily promote our products and outlets to r separately the sales. Free sample for testing are only available in the showtime triad months of opening.As a conclusion, we are show to tourists and local mountain in Auckland. In small term, we wish to add on new types of satay such as satay celup and satay lok-lok. We leading expand to some other city in unexampled Zealand when the market is pass across on and able to expand.Macro environment synopsisPESTEL analysi sIntroductionPESTEL analysis is an external analysis of the macro-environment in which a calling sounds. The main objective is to understand the assume of those reasons on contrast or trade constitution because external cistrons of a artless are diametric within each others. Therefore, we should choose a fitted location to operate the business by viewing the analysis to go steady that the business has potential to enter the coun tense. The coun refine that we had chosen to analyse is in untested Zealand which is Auckland. Our analysis is establish on three main factors which are political and legal factor, economy factor and finally social and culture factor.Political and legal factorTo pull out a business at other coun search, one of the important factors which affect trade policy is their legal rules, regulations and their political science. Each of the worlds national establishment regulates trade and commerce with other countries and controls the access of outside enterprises to national resources. The operations and activities of the international enterprise, including the global marketers ability to address market opportunities and threats are affected by e genuinely countrys unique legal and regulatory system.The jeopardy is lesser if the government is stable. This is because legal rules and regulations would not be change in short period. In Auckland, the risk of operating new business is high. This is because after every three year, the new government of impertinently Zealand allow for apply new rules and regulations which upbeat for an organization. So, although a business can going into the market in this year, but it does not meant that it can permanently set up at Auckland cod to the new rules and regulations. Therefore, in the beginning our satay business is going in the market of Auckland, we deprivation to analysis and do estimation on the rules and regulations of Auckland. This is to visualize our business can live longe r at Auckland and can survive in Auckland market.Beside the risk of operate business, the compass force is very expensive in New Zealand. Labour force in New Zealand is highly appreciated, thus the labour are given high requital. The labour force in Auckland is besides same situation with New Zealand. Due to the high labour force, we intend to assign almost of the workers from Malaysia to operate the business in Auckland. This can return our operating expenses. However, we let off lease to hire local workers because of the local people more understanding the rules and regulations of their own country. Thus, if there are changes in rules and regulations in New Zealand, we can do some adjustment pander to the changes.To operate new business, every organization needs a vast do of bills. The lend rate in New Zealand is high, company has to paid more interest. This situation could be good for the government but it might keep down the profit of a company. The great(p) of our satay business needs to be high to foil lending money from government of New Zealand. Exporting a business to New Zealand is already high somebodyify activity, if our business still needs to bare the high lending interest, it will be very hard to earn profits. This is because the profits had been used to pay the high lending interest. Thus, our business needs to take over a large amount of capital to export the business to Auckland.Business freedom in New Zealand is 99. 9 % and trade freedom is 84.6 %. It meant that New Zealand has better environment to do business and trading. Due to the freedom of government of New Zealand, our satay business can be exported to Auckland. There is less restriction on doing business in Auckland. The government aldepressions the business to create their own market. Any business that the businessmen wish to do, they can apply for the license. The license will always be okay by the government. Therefore, we can easily bring our satay business in to Auckland.Economy doerInflation rate is less in New Zealand. If inflation rate is low, every commodity and service such as labour, rice, sugar and others products will available at low price where as the organization can produce more. Therefore, we can buy the local products with a low price and fully utilized the resources to amplification the productivity. By the lower price of resources, we can launch our business successfully because we need not to worry close the high operating expenses. We can spend our money in other activities that need more investment such as advertising.In New Zealand, people pick out to spend more to help carry on the circulation of money all over the country by buy capital goods, luxuries products and necessary products. This meant that they support their local products. They like to buy their own country product to help the economic growth. In this situation, we decide to buy mouton and beef from New Zealand. We will let our consumers get that ou r satay is made by the mutton and beef come from their own country. Since they are supporting local products, they will tend to support our satay that produced by local mutton and beef.Moreover, the unemployment rate in New Zealand is low. The citizen will vex their own work. Therefore, they have purchasing power that allowed them to buy the products they like. The consumers will consume from the shop because they have money to consume products that they prefer. Our satay is not very expensive compare to local food. If the consumers raise that our satay is much better than their expectation, the will consume more. Once the food is cheaper and delightful than other, the consumers can be attracted easily.Social and Culture factorEvery country has different culture to each other. New Zealand has majority of Christians theology. According to the 2006 census, Christianity is the dominant religion in New Zealand, which have 55.6% of the population, another 34.7% had no religion and around 4% affiliated with other religions. The Christians have no much restriction well-nigh(predicate) the food that take. Not like Muslims, they have more restriction on food. Therefore, the Christians can choose the food they prefer to have. in any case, the consumption and imports of foods and beverage and electronic gadgets will increase during festival like Christmas in New Zealand. This is because the Christians are fearfulness on their special festival. They prefer name some special foods and invite their relatives and friends to have a gathering. Thus, our satay maybe can be a choice for them to serve their relatives and friends.Moreover, New Zealand is concern in education sector. 99% of populations are literate in New Zealand. education sector contributed 6.2% to New Zealand GDP. New Zealand is famous on education sector. umpteen contradictory students are written report English and mostly strangeer study in university at New Zealand. One of the famous universit ies in New Zealand is University Of Auckland. The floating population in Auckland is high due to the famous university. This is an prospect for our business to launch in Auckland. The population is high and we can scratch on the students. Students always make bold to try new things and they always pursuit for new things to try. Thus, we can attract the students by promoting our satay to them.Furthermore, life expectancy rate is more and mortality rate is low in New Zealand. This is because their modus vivendi is free and less stress, they do not like to stay in stressful life. They prefer leisurely lifestyle. After work, they would not think about the work again. They will clear their mind and enjoy their rest time. Thus, they like to do some leisure activities such as go for a walk in the park. One of the famous parks in Auckland is Albert Park. The Auckland citizen will visit to the park during their leisure time. Therefore, we can target on this sort of people. They maybe wi ll like to have their repast after they timeworn and feel hungry because our satay shop is near the park. By giving some flyers to the people, they will ac fellowship that there have a stall just set up and they maybe will try it.ConclusionAs a conclusion, our business should do enough survey and analysis before going into the New Zealand market to ensure that our business can successfully launch at Auckland. Moreover, the analysis will help us to prevent loss because it does not make sense if we export a business that does not have potential market in the country. In such situation, we will not bring the business into the country. Thus, we will not jump into the loss stage in business because of launching a harm business in a not suitable country.Besides, we can likewise reduce the risk of operating new business in foreign country if we practise macro environment analysis. This is because we have enough getledge about the environment factors of the country and we have to ventu re whether the country has potential for us to export the business.Furthermore, our satay business is discovering a new market in Auckland because there were a few(prenominal) store that change satay. Satay is considered as a new product because satay is a type of traditional food from Malaysia. If the local people have noticed that our satay is met their expectation on food, they will eat at our store.Global Market partIntroductionMarket particleation is an effort to identify and categorize a group of customers and countries according to common characteristics such as gender, income and education level. Global Market Segmentation is defined as the process that identifies specific segments of potential customers with homogeneous attributes who exhibit similar responses to a marketing mix. There are five types of Global Marketing Segmentation which are demographic, psychographic, behavioural characteristics, benefit sought and ethnic. Our satay shop is using the demographic segme ntation and psychographic segmentation.Demographic segmentationDemographic segmentation is based on characteristics such as income, population size, age distribution, gender, education, and occupation. We have chosen the income to segment the market.We have segmented the market by using income. There are three level of income segmentation which is high income level, marrow income level and low income level. High income level is referred to the people that have income NZ$ 5000 and above each month. eye income level is referred to the people that have income NZ$ 3500 to NZ$ 5000 each month. While income below NZ$ 3500 is considered as low income level. These situations are because of the living costs in New Zealand is very high. The activities that involve labour force will charge at a high price. The rental of house is as well very high in New Zealand.Psychographic segmentationPsychographic segmentation is grouping people by their attitudes, value and lifestyles. By analyze the at titudes, values and lifestyles of the people, we can segment them into different groups.There are several groups of people that stay in Auckland which are students and citizen of Auckland. Students have a high floating population because New Zealand is famous and concern on its education sector. Therefore, there are umteen a(prenominal) local and foreign students that study in Auckland. Citizen is the local people that born and live in Auckland. Different groups of people have different attitudes, values and lifestyle. We are segmenting them based on devil aspects which are values and lifestyle.From values aspects, the students are brazen-faced to try new things. Thus, promoting is encouraged to the students. They can easily be attracted and dare to try for the things. Meanwhile the citizen is more traditional because they had been affected by the culture. They need to be given more information to motivate them to try the new things.Moreover, from lifestyle aspects, the student s are tried to save their living costs. Therefore, they will rarely having meals at the shops. They will cook at home to save the money. Our satay is selling at a low price that afford by the students. Besides, the citizen of Auckland withal preferred leisurely lifestyle. From our analysis, we prime that the citizen of Auckland do not think about the work after the ended of working hours. So, they can have meals at our shop to reduce their annoyance for what to cook for the day.ConclusionThere are different values for students and citizen of Auckland but both of them have similar lifestyle. Therefore, different promotion strategies have to use to attract these groups of people. By segmenting the market into littler groups, we can determine what we can do to attract the consumers and gain the market share.TargetingIntroductionTargeting is defined as the process of evaluating the segments and focusing marketing efforts on a country, region, or group of people that has significant potential to respond. much(prenominal) targeting is reflected to the reality that a company should identify consumers to reach most effectively, efficiently, and profitably. We are target on middle income level people and mainly target in students.Middle Income Level PeopleWe are targeting on middle income people because middle income people will always set for the foods that are delectable but not seeming at the price to judge whether the food is good or not. High income people always look for the food that is expensive. They will perceive price as the quality of the food. Thus, we are not aiming for high income people. Middle income people are our target. Middle income people will seldom perceive the price as the quality of the foods. Therefore, they will be attracted if the food is delicious and met their expectation. However, the price of satay is not very high compare to other local food in Auckland. Therefore, for the people that having a low income also can taste our sat ay.StudentsStudents have a high floating population in Auckland because of the famous of education sector in New Zealand. Students are our target is because the values of students. The mind set of students are more open, they dare to try. Thus, if the promotion can attract their attention, they will find out whether the food is good or not. They can accept new taste more easily.Besides, to save the living costs in Auckland, many students have tried to cook by their own. However, sometimes they have no time for cook. Thus, our satay shop can help them solve the problems. The price of satay is not very expensive and they can have their meals in our shop. It is a low spending and also brings convenience to them.ConclusionBy concentrate on target market, we can understand better what the market pauperisms and needs. We can try to fulfil the needs and wants of the consumers to bring more satisfaction to them for maintaining our long term relationship that may affect our profits in long term. plea of new business ventureWhy our company choose satay as our new venture to enter Auckland, New Zealand? There are few reasons that prove there are opportunities on our product. Everything starts with the customer. We pride ourselves in cognise whats going on in the minds of our consumers. We spend vast amounts of time each year re inquisitive the markets where we operate and our customers changing tastes and lifestyle habits. We know what our customers want now. union of Asian recipesIn eaterys and at home, New Zealanders are enthusiastic about the fusion of traditional Asian recipes with fresh New Zealand produce. Authentic ingredients for Asian cooking are available in most supermarkets and specialty food stores. This means that New Zealanders can accept well and quite interests on Asian cooking style. So, satay also can be accepted by New Zealanders, since satay is also one of the most popular foods toward Asian and it has a very high potential market value in food ind ustry. It can be seen when the tourist having their vocation in Malaysia, they like to try local foods such as nasi lemak and laksa.No or less competitionsSince satay is Malaysias local foods, it is only little or few competition for us. in New Zealand, thus our company biggest advantage is we are the pioneer in producing satay in New Zealand. So, our company will not face any contest in same sector. Besides that, New Zealand is a very good place for growing things. At present, much of what we grow is on the base of operations of potential export receipts (cows, pines). So, our company will not go about any shortages in raw resources such as beef. Since New Zealanders like to eat beef, so our company will firstly decide to produce beef satay by fresh beef to introduce to domestic citizens.Low start-up costAnother reason that make we choose Auckland to start new venture is our company has advantage such as low start-up cost and low producing cost .Since satay is a quite simple foo d to produce, the corporeal handling cost are low. It does not require investing in research and development. It just requires some labour skills and fixed machine. We have to paid fixed amount of salaries to employ the experience workers and buying the machine. Besides that, New Zealand is famous with the production of cow and sheep. From the date that we recovery ,we found out that the number of sheep and cow in New Zealand are more than nine-spot times if compared with the population in New Zealand. We can easily get raw material from local supplier. It saves a lot of cost. We also no need to worry about shortage of raw material.LifestyleMalaysian is looking for stiff foods to envision caused by their busy lifestyles. The lifestyles of New Zealanders are slightly going away with Malaysian. They are very busy and serious during work. So, as a result they do not bring work into home. They know how to enjoy their life. Our company is decide to make satay as a part of fast food which can satisfied those who are always in busy lifestyle since it is easy to consume. However, nowadays, consumers are also looking for foods to counter poor health caused by busy lifestyles, insufficient exercise and fast food. As a consequence, people all over the world are recognizing that diet is important to their health. So our company will introduce low fat satay which can let consumer eat in a vigorous way but still can taste a delicious satay. Our satay is low calories, low fat and less oil. Besides that, consumers want to know that their food is safe, and proof of claims is becoming a key requirement, especially in the health benefit area. Certification and tracking of food production for guard reasons is increasing. There is a growing desire for safe food. Our company products are all have been clinically tested and proven that satay is safe to eat.As a conclusion, the above reasons make our company interested to start new venture in Auckland. It is really an interes ted facts that encourage we to do so. harvest-feast strategySatayThe product that we plan to launch out in Auckland, New Zealand is satay. Satay can be found throughout every state in Malaysia either in restaurant or beside street. Popular kinds of satay are unremarkably pork barrel satay, beef satay, and chicken satay. Difference cultures may have diversion types of satay. For an example, Indonesias satay is different with Singapores satay.A variation of meat satay is the satay lok-lok from Penang and satay celup from Malacca. Raw meat pieces, bean curd pieces, century eggs, quail eggs, fish cake pieces, offal or vegetable pieces are skewered on bamboo sticks. These are cooked by being dipped in change state water or stock. The satay is eaten with a blackish sweet behave with or without chili sauce. If the satay is eaten with satay sauce, it is called satay lok-lok. If the satay is cooked with boiling satay peanut sauce, it is called satay celup. This is available either from street vendors or at certain restaurants.We are selling traditional satay in Auckland. We do not selling satay lok-lok or satay celup. When the market share are increase and pose more stable, we will try to add on other types of satay. There are total six types of satay meat that we will launch out in Auckland. The six types of meat satay are chicken, mutton, beef, deer, fish, and rabbit. As you can see, we do not sell pork satay. This is because one of our target markets is tourists. The tourists may be including other religion such as Muslim. In order to attract this type of tourists, we do not launch out pork satay.Different types of satay will be selling at different price. The satay that we sell is in the form of string. Before the satay are grilled or broiled over a wood or charcoal fire, it must first marinate by turmeric and other seasoning. Turmeric will be used to marinate satay, which gives the dish its characteristic yellow colours. After marinated, satay is stringed t o the midvein of the coconut leaf. After that, satay will be grilled or barbecued over a wood or charcoal. We are using traditional ways to grill the satay. The charcoal fire can make satay tasty. Lastly, satay is served with various spicy seasonings.We will serve our satay with a spicy peanut sauce dip, or peanut gravy, slivers of onions and cucumbers, bread and ketupat (rice cakes). Our sauce includes ground chilli, onion, tomato, shrimp, oil, and nuts inside. We also will make our secret recipe sauce to attract difference taste of customers. Customers can choose either they want spicy sauce or sweet sauce.Beef and mutton that our restaurant will use is all origin from New Zealand. This is because European prefers to eat beef and mutton that origin from their own country. Besides that they also more trusted to those which are come from their country since it has been approve by their Hygienic Agency that the meat is totally safe to be eat and free of harmful virus. Thus, European are also culture that support to their country so if our restaurant use material that origin from their own country it will encourage them to purchase more in our restaurant and also will ensure them come back over and over again.People nowadays are more concern about their health. They no longer prefer oily foods. If we did not customization our satay to meet local demand, then it will bring visitation for us. Due to this, our satay is modifying to become less oil and less salts. We are also following the ethical issue. We will definitely provide clean and healthful satay. We will ensure that the supplier will provide us healthy meats and are ethically. Besides that, all of our workers are need to wearing gloves to ensure the cleanliness. Experienced cook and worker are employ in our outlet to make sure the flavour of satay will perform well.Herbal teaOur restaurant also provides traditional Chinese herbal tea such as chrysanthemum tea, Chinese watermelon tea, barley, siraitia prosvenorii (luo han guo) and herbal jelly . We provide Chinese herbal tea is because herbal tea can bring many health benefits for humans body. The health benefits of herbal tea are exposed of keeping balance, control over cholesterol, clearing heat, neutralizing toxins, and protecting the liver. Since our satay are grilled or barbecued over a wood or charcoal fire, herbal tea can help our consumer clearing heat and neutralizing toxins after eating the satay.Teh tarik and othersFurthermore, because our food is a traditional food in Malaysia, we also have provide traditional drinks in Malaysia such as teh tarik . Teh tarik is a common and favourite drink for Malaysians. Teh tarik is very easy to prepare because the ingredients are black tea and condensed milk. However, we also will provide sky juice and soft drinks for our consumers. This is because not all the consumers can accept the taste of Chinese herbal tea and local teh tarik. We need to provide some drinks which unexcept ionable by the consumers.Distribution ChannelWe will distribute our satay by two ways, either by own outlet or online mode.OutletWe will open our first satay shop in Auckland. We will set up our own and specific outlet in New Zealand. We are using Malaysian styles of design. When customers walk in to our outlet, they will feel and experience the Malaysian style. Waiter and waitress are required to wear Malaysia customs. Therefore, when customers are visit to our outlet, they can really impressed by our culture. One speciality of our outlet is customers can see the process of producing satay. Our restaurants seat can be found in personal seat, couple seating, four person seats, six person seats, and ten person seats. Customers can choose either to dine in or take away. Besides the residents, it also consists of the most potential customer for our shop. There are many students that study in this city no matter local students or foreign students. Students like to hanging around after school with their friends whether they go to shopping mall or having their meal together. Usually they prefer special meal that they seldom or never taste before. They will also take consideration into the price issue. Our satay is suitable food for them. Satay is a kind of food that origin from Malaysia. So, it is quite special and unique in Auckland. For sure students will like it since them always homophile(a) and excited to something that is relatively new for them and them willing to pay for a try.Besides that, Auckland is the retail and commercial centre of New Zealand. Workers that have monthly salary will have a higher purchasing power which also means that they also are our shop important potential customer. A higher purchasing power will encourage them to purchase more in our shop. Workers also like to find some place to let up after they finish their work in office. Our shop provides them a place to enjoy their delicious meal, have a good conservation with their friends , and a place to enjoy the culture of others.Another important potential customer is tourism. Auckland is the gateway to New Zealand for tourism and immigration. Every year there are more than 6digits of tourism that tour to Auckland and this provide our shop a notice to earn money from them. Our shop provides a perfect environment for tourism to rest and full their empty stomach. Our shop will have a good view of seaside in front of our shop which will present a comfortable environment for our customer while they enjoying their meal especially for tourism who purposely come to Auckland because of the beauty of landscape of Auckland.Drive-thru serviceWe will open a rag-thru window to lets customers enjoy more convenience services. Due to the busy lifestyle, consumers are more prefer the fast services. They try to find out ways that bring convenience for them. Citizen of Auckland prefers drive their own vehicle to travel. As we know that, 95% of Auckland citizen are travelling by t heir own vehicles. Therefore, the parking lots maybe is insufficient for the number of vehicles. Thus, we should have drive-thru service to provide convenience for consumers who cannot find the parking lots.Besides that, drive-thru service also convenience for office workers. This is because during lunch time hour, they are prefer meal which is fast and easy to consume. For them, drive thru service will become their first choice service because they can get their meal at the time and straight away can drive their vehicle leave the restaurant. Furthermore, for consumer who ordering food from our officer website, they also can get their food from drive thru service in order to save their time for searching to the parking lot.Sometimes there are not enough seats for consumers during peak season such as Christmas and New Year celebration. For consumers who want to eat our satay but do not have patient to postponement for our restaurant seats, they may just purchase satay by using our d rive thru service and enjoy satay at their home with their friends and family.Online modeFor online mode, customers can visit to our restaurants officer website to make their orders. Menu will be display in our officer website. Picture of meals and drinks will be display in the lineup so that customer can easily know what foods are available. These make them easy to make order too. Quality and time can be selected inside the order blanket. Besides that, customers can also select type of meat that they want for their satay. Type of sauces will be serving based on the customers want and needs. Customers can also order drinks previously at our officer website if they not willing to waste time