Logistics Management Essay Example

Logistics Management Essay [pic] University of Huddersfield Course : BA (Hons) Global Business and Logistics Management Subject Title: Logistics Management Course number:SHT4012 Assignment: Logistics Operations within the UK and Hong Kong Home Grocery Delivery Student Name: Lam Pik Kee, Pekky (Student ID#1078762) Table of Contents: 1. Introduction†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. P. 1 2. Background and Mission of PARKnshop Ocado†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. P. 1 3. Different Approaches of Logistics Strategies Operation Management†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. P. 2 4. Information Technology for Logistics Operations †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦ †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.. †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦P. 5 5. Key Difficulties †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.. †¦P. 6 6. Conclusion†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. P. 8 1. Introduction This written report would underline all factors that directly /indirectly affected to Ocado ,UK and Parnshop,HK to fulfill the achievements during the entire home grocery delivery logistics operation process. Moreover, heaps of logistics strategies, IT solution would be founded in this report, at last; it will also discuss the key difficulties in maintaining a high level of customer service at optimal cost. . Background of PARKnshop shop Ocado 2. 1 PARKnshop Background Parknshop is the leading supermarket chain and multi formats retail in Hong Kong, who operates more than 230 outlets in Hong Kong and also accounts for over 40% of the packaged food market, which is equivalent of 250,000 containers per year and offer on-line shopping and home delivery service. Their mission is â€Å"To be the family first choice for Food Shopping† [pic]Parknshop Group Industry: |Retailing | |Founded /Headquarter |1973 / Hong Kong | |Area Served: |Hong Kong, Mainland China and Macau | 2. 2 Ocado Background Ocado is a British Internet retailer specializing in groceries wholly focused on the home delivery of high-qualit y food, drink and household goods. The company has centralized warehouse based and picking model in CFC, online delivery without any physical shops. Their mission is â€Å"Great Value, Great Service, Great Choice and Great Way to Shop† [pic] Ocado Group |Industry: |Internet retail | |Founded /Headquarter |2002 / Hatfield,Hertfordshire, United Kingdom | P1 3. Different approaches of Logistics Strategies Operation Management After research, Ocado and Parknshop have some difference approaches for their operation management activities and success supply chain, sustained the continuous development for the entire group. A strategies consists of those plans or patterns of actions that integrate an organization’s primary goals, policies and activities into a coherent whole (Patrik Jonsson Logistics Strategy P. 19) 3. 1 Ocado -Logistics Operation Management and Strategies In Sept,2002, Ocado currently operate a 295,000 sq ft, the Fulfilment Centre (CFC) in Hatfield which is largest and highly automated. In Jan 2003 it centralized all warehousing operation and running all the customer majority of orders are relayed from CFC 1 to spokes for ultimate outward delivery to customer. This is a centralized DC and all of products are receive and delivery from this CFC. 5% of inbound goods are delivered direct from producers to CFC1, whiles 15% are delivered from the waitrose supply chain, at full capacity CFC1 will be able to stock up to 40,000 grocery SKU. Delivery area expanded to over 70% of UK household in 2011. All of the order will be order by CFC which simplified the order processing and lower ope ration cost. This is better control over the products, reduce overall stock holding, reduce inventory cost and the groceries are handled less, preserving quality, processes minimize product touch points and maintain the correct product temperature as well. We will write a custom essay sample on Logistics Management specifically for you for only $16.38 $13.9/page Order now We will write a custom essay sample on Logistics Management specifically for you FOR ONLY $16.38 $13.9/page Hire Writer We will write a custom essay sample on Logistics Management specifically for you FOR ONLY $16.38 $13.9/page Hire Writer The CFC also supported by 9 regional delivery spoke around the country which is decentralized warehouse, located closer to customers, this is lower inbound logistics cost and transport cost to customers from the spoke. Hub and spoke system adopted, acquired a new spoke in Bristol which opened in March,2011. which is 9 spokes support Ocado’s internet store with shorter delivery lead time and more responsive and able to offer free delivery service for some dedicated time slots. [pic](Ocado-Centralized Distribution Model ) P. 2 In warehouse, using Distribution Centre-based picking approach and around giant network of forklifts scuttle round, conveyor belts crunch, robots replenish shelves and monorails at packing stations, The people using Pick-to-Light concept and pack groceries into green crates, called totes. Orders information transmitted to radio frequency wrist mounts worn by the pickers as they push blue trolleys along the aisles. The wrist device tells the pickers what and how much to pick. Operators are assigned to specific pick zones and each location equipped with a light and readout display, operators scans the incoming tote. Lights for location requiring pick are illuminated and pick quantity is displayed, operator picks items and presses lighted button to confirm picks. The Finger attached scanners let the pickers scan the products and picked from the totes on the shelves. The pick-to-light system is helps Ocado most efficient, timely and accuracy order picking while minimal training required and compared to other paper based picking solution. It is a visual method, the system is more intuitive than printed orders, and it has around 20-50% pick efficiency over than Pick-to-Paper. The monorail’s job is to collect the orders that have been picked form each floor into containers-the trolley totes are loaded into specific pigeon-hole like slots. Each person’s order will now sit in one container. Staff will scans the items from each container’s totes and which customer it belongs to and packed in color-coded bags depending on whether the goods that have been ordered are frozen, chilled or ambient. This helps the delivery person locate an order and finally turn fork-lifted on to little Mercedes Vans for direct delivery. Ocado using own fleet of bespoke van, each delivery van replaces multiple car journeys every single day, by saving the customers a trip to a super market. It helps groceries to reduce the number of cars on the road each day, developed 5th generation of van, which increases payload by 10% to improve delivery performance and they equipped satellite navigation, a CCTV †SmartDrive† camera to ensure the product reaches the customer in right locations and in proper condition. On time delivery is enhance company reputation and reliability. The automatic material equipment is enhancing the efficiency of pick and pack and transit operation in whole supply chain. Ocado using Vendor Managed Inventory (VMI) for the management of home grocery delivery logistics operation. It monitors an inventory levels. Capturing and transmitting sales data through EDI is crucial to ensure the efficiency of VMI operations and opening up the communication channels. P. 3 3. PARKnshop-Logistics Operation Management and Strategies In 1990, ParknShop was operating all distribution activities from a single high-rise facility in Fo Tan, which is 500,000 sq ft, and designed and handle 100,000 cases per day in peaks season and it is mainly operate a slower-moving goods. In 1992, expanded the ambient distribution capacity and rented 200,000 sq ft of space in the new Hong Kong International Distribution Centre(HIDC) facility in Kwai Chung. The space at HIDC contains two sections, one for fruit and vegetable which need temperature and one for general products. It is acting as the decentralized DC and for fast-moving goods, HIDC is nearby in HK international Ocean Terminal therefore enjoys much spin-off benefit and especially a much improve road network and fast for replenishment, located closer to shops and suppliers are more responsive and short delivery lead time , enables JIT operations too. In 1992, they built facility for frozen and fresh pigs cutting facility in Sheng Shui, The location in here benefit for allowed pigs from Mainland China to HK as live and close to border can reduce transport and operation cost for in bound logistics. In 1995, 10,000 sq ft facility in Ap Lei Chau for the distribution of live freshwater and seawater fish which is fish imported in Hong Kong. Parknshop using the store based picking and Pick-to-Paper for online order and home delivery, The worker by manual picking operation for the on-line order received through Electronic Data Interchange(EDI) . Before taking on line order should be select the delivery district and area first, all on line products was picked from 4 Superstore in stead of picked from their DC. Where are located in Jardine Hill, North Point, Yuen Long and Hung Hom. The purpose can achieve flexible and fast lead time for home delivery The warehouse staff to pick up the order per customer on line order list. They are follow the manifest list start of picking operation and using bar code scanning of sales orders. Afterwards, the orders will roll through roll cage into own fleet for home delivery. This is a traditionally Pick –to –Paper method and let worker handle in easily. They adopt cross-docking for local suppliers as a fast track access to the docks and return and meet the just in time strategy, suppliers will not hold any stocks for all cross docking tems which is eliminated the storage level of inventory and cost effective in warehouse. As a result, it managed to reduce the inventory from local suppliers from 4 weeks to less than 2 days in the whole supply chain. In 1995,Parknshop standardized the size of pallets used for deliveries by suppliers and 14 different size became one improving delivery times enormously. which is eli minated the need for manual unloading at the docks and fast track for transportation. P4 Parknshop was fully computerized, employed a proprietary system from Reteck and automated operation in 2007. Their orders can be sent electronically to suppliers and invoices can be received by Electronically Data Exchange (EDI)Besides, using Vendor Managed Inventory (VMI) to process of planning implement and controlling the operation of the supply chain. It was enable the stock record for every store to be captured on the computer and for replenishment orders to be automated, it helps reduce the inventory level , keep safety stock and its opening up the communication channels and develop mutually beneficial partnerships along the supply chain . . Information Technology for Logistics Operations On line home grocery delivery makes Information Technology become important and complex, co-operates and communicates with suppliers and customer. Successful adopt IT system to lead entire organization smoothly in order to time saving, enhance operational efficiency and effectiveness, shorten production, material lead time and able streamlining communications channels and improving customer service m anagement . (Pope J Transport Economics Pg. 147) 4. 1 Ocado IT System Advantage Ocado current IT systems are predominantly bespoke and developed in-house by Ocado’s IT team, much of the machinery employed in the CFC is also bespoke. Proprietary intellectual property is integral to the functionality of all aspects of its operations. The CFC is capable of managing and sorting over 20,500 grocery lines and organizing 100,000 deliveries per week. Where IT ensure deliveries arrive at the right address, right time with right contents. Proprietary IP allow for 95% of product availability on the website range for next delivery and 99% availability for next week delivery. It offers the widest range of delivery slots of any online retailer. Tight and reliable delivery windows allow customers to save time compared to visiting a store. On time delivery and minimal products substitution builds consumer loyalty and increases willingness to shop online. Satellite navigation, each bespoke van fitted with a CCTV , SmartDrive camera system to enable complex route delivery into right location and in proper condition and achieve the customer satisfaction. P. 5 User friendly interface, the website, launched IPad, Andriod apps and IPhone apps are more convenience and allow flexibility for customer easier to navigate at any time at any where. At last, Pick-to-Light system, Radio frequency wrist mounts and finger-attached scanners is one of the most efficient and timely order picking method are help to reduce human error and enhance the efficiency and accuracy in warehouse operation. 4. 2 PARKnshop IT System Advantage To explore the opportunities to improve their supply chains, Parknshop deployed Retek software, an Oracle-bases suite of applications that provides solutions in the areas of merchandising, warehouse data, distribution management, demand forecasting, sales auditing , customer order management and various order functions important for the smooth running of retail business . They adopted Vendor Managed Inventory (VMI) for all Parknshop stores. It monitors an inventory levels. Capturing and transmitting sales data through EDI is crucial to ensure the efficiency of VMI operations and opening up the communication channels. Just in time (JIT) inventory systems have reduced inventory cost and warehouse expenses, while also improving order fulfillment time. Bar –code is scanned by the cashier at point of sale, the information is transmitted via the store server to a centralized computer , when the number of units on the shelf falls below a pre-set level, a purchase order is automatically sent to the supplier which in turn are delivered to the particular store to re-stock the shelves, this is succeeded keep the inventory stock, increase profitability, benefit the logistics operation and satisfaction for customer need. . Key Difficulties Customer service is a series of activities designed to enhance the level and meet the customer satisfaction, In terms of home grocery deliveries, customer most concerns the best quality and optimal cost of product and on time delivery. A: Routing schedule planning Both Ocado and Parknshop are serious of facing the develop the daily routing schedule , the home groceri es order in various and different basis in daily therefore design a more flexible and efficiency routing schedule to utilize the truck load and transportation cost to maintain the profit, it is a big challenge. P. 6 Besides, more deliveries per route planning may increase the cost , less deliveries or caused by traffic congestion, which means higher risk for miss the on time delivery promise. Different time window (am or pm), peak season demand change also put the routing schedule more complicated and difficult to manage. B: Inventory stock forecasting Ocado on liner grocery product is cover UK by CFC only and their inventory forecast is under country base , it is impossible 100% product available on shell . Parknshop inventory control under forecast individual shop basic which is support on line and retail shop but the on line inventory figure and real time retail shop inventory figure may have different of the time gap. It will occurs out of stock in the retail store but available in on-line service. However, over forecasting will increase the inventory cost and under forecast will be out of stock , it is serious impact the customer satisfaction and suppliers or organization are difficult to planning the inventory stock forecasting in the supply chain. C: High Cost of Land In HK, the geography is small , the rents are high, warehouse costs and warehouse labor are proportionately high, this cost profile mean that HK distributors need to be efficient at stock and warehouse management. Besides, most of the shops are located in building which were not designed to handle goods efficiently, very few have a loading dock and in basements or above ground rather than street level. Land costs have made distribution activities difficult to operate. Different rents in different area at Parknshop store which is occurs different range of the product price, customer may suffer high product price for this situation. D: Limited Data Enablement Ocado’s IT system is limited data enablement the device only had a limited degree of wireless data enablement, required a device could function for up to 16 hours a day on the road and able to withstand a range on weather conditions, Drives would constantly plugging and unplugging the device from the delivery truck while carrying groceries and extremely durable and tough device. he solution was using cost more to activate the device, in additional, failure was coming at a high price, devices not functioning on the road meant missed deliveries, potentially defrosted food and failed to customer satisfaction. The severe difficulties pressure on the home grocery deliveries industry which is impact a higher logistic operation cost and may not reach the customer satisfaction. P. 7 6 Conclusion Hong Kong a small geographic compare with UK and many supermarket around, HK buying behavior is enjoy buying grocery product more frequently in small order at supermarket instead of on line and also as its a part of their entertainment. However, UK people would through on line to bulk buying their grocery product for weekly purpose. No matter how, home grocery delivery is reducing time spent on grocery shopping allows consumers greater flexibility and releases precious time for other activities. P. 8 Reference Partik Jonsson , 2008 â€Å"Logistics Supply Chain Management† McGraw-Hill Education Berkshire Pope. Jeff. 2005-â€Å"Transport Economics† Vineyard Pushing Pty Ltd Australia Christopjer Martin, 2005 â€Å"Logistics and Supply Chain Management† 3rd Edition Pearson Education Limited. Great Britain Journal Artiles: Joh Mash (2001) â€Å"Chain of Demand-A. W. Watson grows sales while cutting stockpiles† Sphere 18-Retail P. 30,31,32 Christine Corns , 2011, Materials â€Å"Logistics Management† Lecture Notes â€Å"Parknshop company overview† Available at : http://www1. parknshop. com/wedshop

Intro Logic and Academic Writing Essay

Intro Logic and Academic Writing Essay Intro: Logic and Academic Writing Essay INTRODUCTION SUMMARY: The introduction of â€Å"They Say, I Say† discusses Entering the Conversation Often without consciously realizing it, accomplished writers rely on a stock of established moves that are crucial for communicating sophisticated ideas. This inventory of basic moves is probably picked up by reading a wide range of other accomplished writers. Less experienced writers, by contrast, are often unfamiliar with these basic moves, and unsure how to make them in their own writing. These basic moves are so common that they can be represented in templates that you can use right away to structure and even generate your own writing. It is true, of course, that critical thinking and writing go deeper than any set of linguistic formulas, requiring that you question assumptions, develop strong claims, offer supporting reasons and evidence, consider opposing arguments, and so on. But these deeper habits of thought cannot be put into practice unless you have a language for expressing them in clear, organized ways. STATE YOUR OWN IDEAS AS A RESPONSE TO OTHERS It is important not only to express your ideas (â€Å"I say†), but to present those ideas as a response to some other person or group ("they say"). The underlying structure of effective academic writing is not just in stating our own ideas, but in listening closely to others around us, summarizing their views in a way that they will recognize, and responding with our own ideas in kind. Broadly speaking, academic writing is argumentative writing, and we believe that to argue well you need to do more than assert your own ideas. You need to enter a conversati on, using what others say (or might say) as a launching pad or sounding board for your own ideas. For this reason, you need to write the voices of others into your text. The best academic writing has one underlying feature: it is deeply engaged in some way with other people’s views. Too often, however, academic writing is taught as a process of saying â€Å"true† or â€Å"smart† things in a vacuum, as if it were possible to argue

Why Fossilized Shark Teeth Are Black

Why Fossilized Shark Teeth Are Black Shark teeth are made up of calcium phosphate, which is the mineral apatite. Although shark teeth are sturdier than the cartilage that makes up their skeleton, the teeth still disintegrate over time unless they are fossilized. This is why you rarely find white shark teeth on a beach. Shark teeth are preserved if the tooth is buried, which prevents decomposition by oxygen and bacteria. Shark teeth buried in sediments absorb surrounding minerals, turning them from a normal whitish tooth color to a deeper color, usually black, gray, or tan. The fossilization process takes at least 10,000 years, although some fossil sharks teeth are millions of years old! Fossils are old, but you cant tell the approximate age of a shark tooth simply by its color because the color (black, gray, brown) depends completely on the chemical composition of the sediment that replaced the calcium during the fossilization process. How to  Find Shark Teeth Why would you want to find shark teeth? Some of them are valuable, plus they can be used to make interesting jewelry or to start a collection. Plus, theres a chance youll find a tooth from a predator that lived 10 to 50 million years ago! While its possible to find teeth just about anywhere, your best bet is to search at a beach. I live in Myrtle Beach, so every time I go to the shore I look for teeth. At this beach, most of the teeth are black because of the chemical composition of the sediment offshore. At other beaches, fossilized teeth may be gray or brown or slightly green. Once you find the first tooth, youll know what color to seek. Of course, theres always a chance youll find a white shark tooth, but these are much harder to see against shells and sand. If youve never looked for shark teeth before, start out looking for black pointy objects. If the teeth are black, there will also be some black shell fragments that resemble shark teeth.  How do you know if its a shell or a tooth? Dry off your find and hold it up to the light. Even though a tooth could be millions of years old, it will still look glossy in the light. A shell, on the other hand, will show ripples from its growth and maybe some iridescence. Most shark teeth also maintain some of their structure. Look for a cutting edge along the edge of the blade (flat part) of the tooth, which may still have ridges. Thats a dead giveaway youve scored a shark tooth. A tooth may also have an intact root, which tends to be less shiny than the blade. Teeth come in a variety of shapes. Some are triangular, but others are needle-like. Good places to start are at the waterline, where the waves can help reveal the teeth, or by inspecting or sifting through a pile of shells. Keep in mind, the size of the teeth you can find is usually similar to the size of surrounding debris. While its possible to find a giant Megalodon tooth in the sand, large teeth like this are most often found near similar-sized rocks or shells.

Market research Essay Example | Topics and Well Written Essays - 2000 words

Market research - Essay Example One of the easier methods of new product development is brand extensions. In 1980, the company launched cornflakes in the UK market. Buoyed by its huge success, it has been regularly expanding this market through the strategy of brand extensions. Crunchy Nut clusters launched in 2003 was followed by Crunchy Nut Bites which hit the market in 2008. All these brands have been hugely successful for Kellogg’s. This paper traces the success story of Kellogg’s. It outlines the importance of marketing research, provides for a critique on the four-stage research process at the company and also presents the salient findings from marketing research undertaken for the Crunchy Nut Bites and the new Coco Pops brand. 2.0 Introduction Kellogg’s is a world leader in the cereal market. With nearly 500 successful brands in its portfolio, it believes in a domineering market presence through the all-important strategy of innovation complemented by marketing clout. Truly, a transnatio nal corporation, it has manufacturing facilities in 18 countries which enables it to cater, far and wide, to over 180 countries, globally. Kellogg’s introduced Crunchy Nut Cornflakes in the UK market in 1980. Over the next two decades, this brand generated huge sales of around ?68 million. In 2003, Crunchy Nut Clusters, a product extension, was launched in two varieties – Milk Chocolate Curls and Honey and Nut. This strategy was highly successful as it enabled Kellogg’s to garner annual revenues of ?21 million. Riding on this success, in 2008, Crunchy Nut Bites, arrived in the market. Achieving a record of nearly ?7 million in its very first year of full sales, the newest launch was also a major hit. The most critical factor in the success of Kellogg’s new product initiative is its elaborate, marketing research. Research is, unfailingly, undertaken for every single step of the way right from idea generation to market commercialization. Primary as well as Secondary research is carried out. Both forms of research, namely, qualitative and quantitative research is given due importance. A unique four-stage approach commencing with discovery and leading onto selection of the best product idea, is followed by transforming the idea into a complete new product and concludes with a forecast of sales for the new product. This comprehensive research framework has stood the company is very good stead, over the years. It enables it to maintain constant interaction with the most important stakeholder of any organization, irrespective of form, nature and size, the consumer. This consumer-marketer interaction and interface enables Kellogg’s to regularly tap the consumer’s pulse and identify their wants and needs. This mode of consumer empowerment translates into strong consumer advocacy of the Kellogg’s brand and goes beyond customer satisfaction leading to consumer delight. Consequently, consumer retention becomes easier and ne w customer attraction is also facilitated through product promotions and other marketing efforts. In days of reduced market research spending (Quelch 2009), its reliance and stress on the need and efficacy of marketing research, has paved the way for a sustained competitive advantage (Porter 1965), for Kellogg’s. 3.0 Contents Innovation refers to creation or introduction of something new. Though innovation and creativity is used synonymously, innovation is greater than

Obesity Essay Example | Topics and Well Written Essays - 1500 words - 1

Obesity - Essay Example The carbohydrate limitations in the diet programme stimulate early loss of weight through reductions in the amount of body fluid and micronutrients. The loss of micronutrients (e.g. calcium), as well as essential antioxidants, is possibly the most risky aspect of the New Atkins Diet. Dr. Atkins himself identified this risk and prescribed mega-supplements, particularly those he produced (Westman et al. 2010, 66). This essay analyses the various aspects of the New Atkins Diet, specifically, (1) the plan, (2) calorific intake, (3) reasons why this plan may be successful or unsuccessful, and (4) whether the plan is safe, nutritionally balanced suitable for steady long-term weight loss. The Plan The New Atkins Diet has four stages, namely, (1) induction, (2) ongoing weight loss, (3) pre-maintenance, and (4) lifetime maintenance (Murray, Pizzorno, & Pizzorno 2006, 10). The first stage is the initial, and most prohibitive. Intake of carbohydrate is restricted to 20 net grams daily, and a hi gh portion of it should be obtained from vegetables (Westman, Phinney, & Volek 2010, 82). The prescribed foods are vegetable oils and butter, low-carb vegetables, hard cheese, eggs, poultry, seafood (e.g. shellfish), and meats. Alcoholic drinks are prohibited throughout this stage. It is advised to take daily multivitamin minerals (Murray et al. 2006, 10-11). Nevertheless, merely monitoring a dieter’s weight is effective. Loss of weight will differ by individual. The second stage, the Ongoing Weight Loss (OWL), involves additional intake of carbohydrate, but only at quantities where loss of weight takes place. The target in OWL is to hit upon the ‘critical carbohydrate level for losing’ (Bowden 2004, 70) and to accurately identify in a regulated manner how high-carb foods influence a dieter’s control over craving. At the early phase of OWL, one should increase daily consumption of induction recommended vegetables. At the later phase of OWL, one should stic k to the carbohydrate structure Dr. Atkins formulated for this stage and include fresh dairy. The structure has nine levels and must be followed sequentially. The levels are like this (MobileReference 2007, 6): Induction acceptable vegetables. Fresh dairy Nuts Berries Alcohol Legumes Other fruits Starchy vegetables Grains In the pre-maintenance stage the intake of carbohydrate is raised once more, and the primary objective in this stage is to uncover the ‘critical carbohydrate level for maintenance, (Atkins 2002, 170)’ which is the highest amount of carbohydrates a dieter can consume daily without adding pounds. The lifetime maintenance stage, which is the last one, is designed to continue the routines attained in the earlier stages, and put off the usual habit of going back to earlier routines and earlier weight (Atkins 2002, 170). Organic, unrefined food consumptions are stressed, with the opportunity to return to a previous stage if one starts to gain weight. Calorif ic Intake Dissimilar from the conventional food pyramid, the New Atkins Diet focuses on foods rich in protein rather than unprocessed grain foods (Insel, Turner, & Ross 2009, 298). Furthermore, this new diet programme does not restrict the quantity of food a dieter consumes. It merely restricts the kind of food a dieter consumes. Moreover, this diet plan is distinct from many other diets in the sense that a dieter does not have to monitor his/her calorific intake. Actually, numerous individuals on Atkins get much

Causes of Dreams and Nightmares

Causes of Dreams and Nightmares Evangjelos Danaj Abstract What are nightmares they are dreams bad ones that affect us every people sees dreams but not all of them see nightmares. We see nightmares most of the time when we are affected in a negative way in our life our when we ourselves have done something bad we tend to overthink it and that is one of the reason as to why we see it in our dreams in a bad way. Nightmares generally when happens periodically is the result of the person who sees it of lack of sleep or for people who are afraid of a scare movie or something most common nowadays due crises of humanity people tend to get stuck on a particular upsetting thought. On the other hand if it happens systematically then that is when people say that they have nightmare disorder this is dangerous for people because nightmares may lead to people jeopardizing their own safety or another human beings safety and because during nightmares people have rapid eye movement or REM they do not remember as to what they have done. Introduction Nightmares are dreams that happen during sleep and during when humans have rapid eye movement that is one of the reason as to why when we are having nightmares we have strong feelings of fear, distress, terror and anxiety. This is most likely to happen at a person’s later part of sleep. Nightmares become a disorder when it has affected our social life, our occupation and many more other important areas in our everyday life or if a someone keeps on seeing the same nightmare with the same topic meaning something that we have experience in our everyday life or an experience that we over tend to think about it then at this point if a person experiences this sort of nightmares then this this when we may call Nightmare disorder. This has been most commonly seen to happen at the age ten and has been seen as normal unless they interfere with sleep with their development or with their psychosocial development. This is most commonly shown to girls than boys and may last until they matur e into adulthood. Adult’s nightmares are something entirely different than at that which was for children because it does not affect them as much as it affects the children and will not affect their development psychology them much and in addition to that unlike children most of adult’s nightmares are commonly based on the fact that they either be anxious about something with external stressors or external trauma. Biology Biology is mostly connected with our DNA or our Genes that make up our DNA which are mostly connected with our behavior. Because Nightmares affect our sleep meaning that we feel them up to a certain level and that they do not allow us to sleep because of the shock that we receive because nightmares are dreams that frighten us. The most affected ones are the children who are unable to nurture the right way because they are afraid of nightmares for example if a children who is ten years old and his parents break for many different reasons then the children may have one of the many symptoms which differ from children to children, nightmares that will affect him in many ways. One of the most common effects that this kind of nightmare will have on children in the nurture sector may be Growth Hormone Deficiency. This problem has most commonly been seen to happen to children for adult’s nightmares don’t affect their biology directly but indirectly. Meaning that they are affect ed by post-traumatic stress and that they may be affected by other psychiatric illnesses. Since they are receiving medication for these problem that medication may affect their biological system which can cause the human to go crazy. Another disorder which affects human’s dreams and results at them having nightmares may be due a birth problem and feeling since the people who tend to feel more and are affected by it more may overthink most actions and that will result in him having nightmares. With the help of technology and research medicine has been made for people who are facing these problem to help them overcome it also psychologist has found method that enables them to help the patients overcome problem that affect them indirectly through the help of talking it out or with the help of interaction and communication with one another. In addition to the above stated Breathing disorder can cause nightmares this disease can cause sleep aupnia which will result in the little s leep that we get to have nightmares this disease together with nightmares can cause severe effects on the human mind like falling asleep without realizing it a high fever which will be hard to treat children will have a Hyperactive behavior, depression and if it is severe then we will notice that our legs will have swelled. Emotions Most people do not know this but emotions are affects very much from nightmares. Emotions meaning our mood, which result in us not waking up in a rather refreshed mood but waking up and leaving us with the feeling that the sleeper who has just seen a nightmare has been in a battle with something all night long. Furthermore this abstract can lead us to seeing more disoriented dreams meaning nightmares and can increase our anxiety which will lead to seeing more nightmares. People have become clinically depressed because they have not been able to identify what it is that has leaded them to having nightmares. Based on research that has been done by unknown researcher’s people that are clinically depressed and that they have not been born with any biological problem and that these symptoms are shown when a person cannot identify the origins of the nightmare disorder have a tendency to three to four time more than the average person. Another hypothesis may be that nightmares are a way for your unconscious mind telling us that we are not dealing with our stress as we should be. Another hypothesis about nightmares may be that because we are having difficulties accepting some facts that we as people do not accept for many different reasons then that means that the nightmare that we see is our mind overanalyzing it and showing it to us so in other words we can say that it is our mind telling us as to what we should fix. Taking all things into consideration we can safely say that nightmares as in general are not things that come out of nowhere but they are the products of our brain telling us and indicating to us as to what it is that is under our minds so nightmares are not problems that descended upon us from above or from below as most people tend to claim when they are having nightmares. Social life Nightmares generally in social life aspect affect adult more than they affect children due to the fact that they have a lot more social interaction than children have. Adults due to the fact that most of them work overtime or sometimes even 24 hour straight they tend to eat late at night that affects their brain and the metabolism which result in signaling the brain to have a higher activity rate. Through nightmare through our everyday life we may want an object that we will get up do get it through sleep walking. In other words Nightmares can cause us to have other problem mostly psychological problem. In looking at how our nightmares affect our social interaction with other people it is important to take note that nightmares play a vital role in our life. Another aspect here may be that because during our everyday moment we have no time to process our thought and so that leads to the brain processing it throughout the night and at most times resulting into us seeing it as a bad nig htmare. Recent measurement’s show that most common people that have nightmares are the one who have done a crime and even though they have been judged for the crime that they have by the government and not by someone who is of the law because people tend to think that if they are judged by the law then there sins are forgiven but that is not the cause because even and after they do jail time for the crime that they themselves have committed and they still see that through nightmare because those are experience that have left them at a traumatic state of mind that is for those who have done crimes but for those people who have not done crimes but they have just experienced shocking thing like war veterans see and see again from time to time themselves at the frontline because they know sub-consciously that what they are doing is wrong so in other words nightmares may also be cause by actions that we ourselves know subconscious are wrong and still we go through with it. Conclusion In the end taking all things into consideration Nightmare disorder is an illness that can be treated through many ways without the help of specialist meaning a therapist. One way to do this is to alleviating stress with in your home your personal life this will result in us eliminating anxiety the individuals most likely course of action as to have a relaxing sleep and not to see nightmares. Another course of action that someone may do may be through the help of fitness and in corporation with relaxation therapy which will result in the individual have a more relax and a more complete sleep. In addition to this one skill trough training and everyday exercise can be through yoga and in through with meditation techniques which help in a person’s a sleeping atmosphere. Patients can also choose to do this through the help of a specialist meaning psychotherapy so that they can learn as how to deal with and cope with stress and find different ways to deal with it. Most patients tend to select the route of medication but the ones who can be provided with medication and diagnosis are the ones who have report that they are having reoccurring nightmares over and over again more than four times a week. Prazosin is a commonly used medicine to treat people who are having problems with Posttraumatic stress disorder. Therapy has helped a lot of people to deal with frightening themes and has helped them alleviate from the nightmare recurrence. Usually a large amount of the patients will improve as the patient gets older and older. Based on the latest research a treatment is under way that at this point is currently weak but its main point is that the patient who is suffering from nightmares to be able to benefit from it but currently it is still weak. On the other hand there also the people who tend to think that they are having nightmares those people are given a placebo pill a pill of sugar so as to think that they are cured. REFERENCES Ernest Hartmann, The nightmare: the psychology and biology of terrifying dream, 21 Jan. 2010, University of Michigan, Basic Books, 1984 Joanne L. Davis PhD, Treating Post-Trauma Nightmares: A Cognitive Behavioral Approach, Springer Publishing Company, 2008 Paul R. Carney, Richard B. Berry, James D. Geyer, Clinical Sleep Disorders, Lippincott Williams Wilkins, 2012

Living on Another Planet Essay

For my professional organization I chose NASA because they are the U. S. government agency that is spearheading the Kepler Project that actually found the planet Kepler 22b that so closely resembles Earth. NASA was founded in 1958 and their headquarters are located in Washington D.C. NASA’s mission statement is â€Å"To reach for new heights and reveal the unknown so that what we do and learn will benefit all humankind.† (Wilson, 2011) The services provided by NASA are scientific research, flight research and development and missions, space research and development and missions, satellite deployment, monitoring, repair, and data analysis, and various other services for the defense of the United States. There are no actual membership costs as this is a U. S. government agency, so you could not â€Å"join† this organization. You have to be employed by the government directly, or by one of the many sub-contractors that NASA does  contract. Being an employee of one of these sub-contractors though does not make you a NASA and/or government employee per se. NASA not only accomplished great things in flight and space exploration, but also made many scientific discoveries and developed many technologies that we use today. One such technology would be formed from the research and findings of Dr. Dennis Morrison on nanomaterial (Jones, 2011). The information learned from his research helped Farouk Systems, Inc. develop the special coating on their ceramic plates of their hairstyling tools (Jones, 2011). One of the most popular of which is the CHI hairstyling iron. The planet I chose to live on is Kepler 22b. The purpose for living on this planet is to see if it is a viable solution to living on earth in the eventuality that earth becomes uninhabitable.   Kepler 22b is located in the Kepler 22 star system 600 light years away (Culler, 2011). It is located in the â€Å"habitable zone† in said star system. Kepler 22b is 2.4 times the radius of earth (Culler, 2011). Its host star (like our sun) is a G-type except smaller and cooler (Kepler 22b The New Frontier, 2011). The orbit of the planet to its star is similar to earths at 290 days (Culler, 2011). Not much is known yet of the composition of Kepler 22b, but it is theorized that it is made of rock and can support surface water. The climate on Kepler 22b is a very comfortable average temperature of 72 degrees Fahrenheit. This cooler temperature is because the sun type G star is cooler and smaller than earth’s sun.   The population size on planet Kepler 22b is 0 at the moment as no life forms have as yet been discovered on said planet. For my colonization, I would suggest a community of at least 10,000 people so as to support all facets of the operations and stabilization of the community. The impact on the social structure of the community would be a positive one. It would be a community where everyone could come together with a single purpose and goal in mind to achieve, regardless of race, sex, or economic status. The economic impact would be positive as well by creating thousands  of jobs in all sectors of society from the start to finish of the project. Kepler 22b is in the Kepler star system 600 light years away (Culler, 2011). Its distance from its sun is not known yet, but it is safe to assume that it is in a comparable distance from its sun as earth is from its sun. The length of the days/nights is not known at this time, but it is safe to assume that they are also comparable to earths. Kepler 22b is assumed to be very like earth, so we must also assume that there are large water masses and large land masses (Kepler 22b The New Frontier, 2011). This community will be built near the equator of Kepler 22b. I have chosen this location due to the average temperature on this planet is 72 degrees Fahrenheit (Culler, 2011), so this location will be the most temperate and tropical location to settle in and plant crops. A tropical location will allow us the best chances to take advantage of rainfall and sunshine for crop growth, water, soil fertility, our livestock we use for food, and the general comfort of our community. The population size of the community will be 10,000 people. The reason for this number of people is to ensure enough man power to build the community and keep it operationally sound once it is finished. The economic structure of this community will be communal as this is an experimental colony to see if life on another planet is feasible. No one pays for anything as everything will be provided by our earth government and rationed out equally per person until everything is up and running properly. Everyone will have a job to do that they are solely responsible for and each job depends on the next person and what job they are responsible for and so forth. What will be needed for survival: * 10,000 female dairy cattle * 20,000 beef cattle * 20,000 pigs * 40,000 chicken * Fishing supplies * DNA of all livestock brought with us for cloning of food supply * Enough grains for 2 years * Freeze dried fruits and vegetables * DNA of all grains, fruits, and vegetables for cloning * Seeds to plant all grains, fruits, and vegetables * Feed for all of the livestock for at least 1 year * Building tools * Building supplies (concrete, doors, steel girters, nails, cables and wiring, etc.) * Building machinery and equipment * Solar panels * Windmills * Water purification supplies and technology * Drilling equipment * Batteries * Clothing * Cooking utensils such as pots and skillets (enough for every person to have 3 sets each) * Personal hygiene items such as deodorant, shampoo, toothbrush, toothpaste (enough for a 2 year supply for each person) * One set each per household- couch, chair, coffee table, dining room table and chairs, bed for each person, dresser for each person, mirror * Supply of fresh water for 6 months The reason Kepler 22b was chosen was due to its close resemblance of earth by way of composition of its atmosphere, land masses, and bodies of water, as well as its approximation to its own sun (Kepler 22b The New Frontier, 2011). The specific location on this planet’s equator was chosen because it offers the most temperate location for the people to live as well as it being tropical so that we may take full advantage of the rainfall and/ or sunshine for our crops, livestock, and personal water supplies. Some supplies will be naturally available on Kepler 22b, such as water, air, natural gases, rock, sand, trees, and edible aquatic life. There will be a considerable amount of supplies that will be brought from earth so as to get us started, but we will have to cultivate our own for future use, such as crops, food, drill for water and natural gases. Since this is a temperate climate of 72 degrees (Culler, 2011), there will be little impact on energy use for air conditioning. At night there will most likely be a larger impact on the use of energy for heating and lights. The political structure will be set up and in place on earth before we ever leave so that it will be in place when we arrive on the new planet. The people chosen to be in a position of power over the others will not have absolute power and that will not be their only job. The people in power will also have a regular job in the building of the community. Everything in this community will be decided by a majority rules vote. The laws will be set and in place before they ever leave earth. They will be the same as on earth with one exception. If you break a law in this community, no matter how small, you will be exiled back to earth. You will never again be allowed back into this community and someone else will be sent from earth to replace you. The layout of our community can be rationalized in the following ways: * It is very basic for optimal functionality * To make as little impact on the host planet as possible * To make life seem as close to life on earth as possible for the mental stability of the inhabitants * To see if life on another planet is possible * To see if we can work cooperatively as a whole instead of individuals The transportation systems that will be used will be walking and/or teleportation. This decision was made to keep emissions from any type of vehicle polluting the atmosphere (also because carrying cars to a new planet seems impractical and antiquated). For our life support systems, they are designed to be very similar to earths in layout and functionality. The water system will consist of a water pumping/treatment plant and a pipework infrastructure to pump clean fresh water into buildings, businesses, and homes. The sewage system will consist of a separate laying of pipework infrastructure going to a sewage treatment plant that will also recycle the water, treat it, and send reclaimed water out to water the crops. We will set up farms of crops and livestock brought  from earth. But, we will also be able to fish for native aquatic wildlife as a food source. The pros of this plan are that since this planet is so similar to earth, we already know what to do and how to do it. Also that these systems have been tested on earth and proven to function properly already. The cons of this plan are that not a lot is known about this planet yet; so many assumptions have been made so this may not be a very feasible plan. We will also be altering the history and natural evolution of this planet and there is no way of telling what kind of impact we may have. Introducing non indigenous life to anywhere is usually never a good idea, so we also have no way of forecasting what that impact will be on this planet either.