Saturday, August 31, 2019

Evaluation and Management of Patients with Cardio-Pulmonary

Reliability, Validity and the DissertationThe results of a research project should both be reliable and valid. Reliability refers to the consistency of the results of a test in spite of repeated conduct of such test. In saying that a research measurement or method is reliable, it means that the results yielded are consistent even after several repetitions of the test. If not, then it means that the measurements are not reliable and that the integrity of the research findings may be put into question (Beck & Polit, 2003).Validity, on the other hand, is achieved by a research measurement if it measures the variable that it was supposed to measure. In other words, the measurement should be appropriate for the variable being measured. Face validity is established if a measurement looks as if it is measuring the variable it is supposed to measure. Content validity, on the other hand, refers to the sufficiency of the sample in measuring the variable. In achieving content validity, all the important aspects of the variable should be measured, otherwise, there would be important aspects of the variables of the research that will be overlooked (Beck & Polit, 2003). Whether quantitative or qualitative research methods are used for any study, establishing the reliability and validity of the instruments are very important. Reliability allows other people to replicate the study while validity ensures that the features and aspects of the variables being measured are covered completely.This dissertation, in order to be successful, will aim for attaining reliability and validity. In designing the instruments of the dissertation, it will draw upon the literature already written on the subject and look at the measurements used for similar studies conducted before. There will also be pre-testing of the measurement to ensure reliability. As to the validity of the instruments, all the aspect of the variables and the measures will be explored so as to achieve maximum validity.Interv iew with a Researcher  A friend of this author referred him to a University Professor who has had considerable experience in research. Although the field of Professor Rey Johnson is in the Social Sciences, the insights that can be gathered in research tools and methods are still worth considering.According to the Professor, there are a number of ways that prompts a research project. It may be because of a newspaper or a journal article he read; it may be because of a recent event; or a disagreement over the conclusions of fellow researcher. No matter what the source of the research project maybe, as long as there is curiosity and a willingness to pursue and investigate the matter, a research project will be born. After identifying the topic, the main question of the research is formulated and refined. That way, the research has focus and direction.After identifying the research question, the Professor usually summarizes the issues surrounding the issue and looks up related topics in the library and in the Internet. He gets books and journal articles from the library. He then identifies the debates going on in the topic and tries to understand gray areas, as well as the unclear matters in the debate. Consulting books and recent journals helps clarify the issue and presents what has been found out in the last few months or year.Statistics are also helpful in seeking trends in the society, according to the Professor. Since his profession is tied up with the social sciences, statistics such as population growth rate, perceptions of people about certain politicians, and other statistics are helpful for him. This way, he can get a feel of what is going on in the society.Using the library, browsing through books and journal articles have become almost second nature to the professor. If there is one thing that he does not want to lose his years of teaching, it is the love for knowledge and the hunger for it. Although it may be difficult to sustain such passion as th e years go by, the Professor is a certified bibliophile and reads book and articles very quickly. He says that such habit comes out of years of practice. As he continues to complete research project after research project, his facility in handling the research tools he utilizes grows. He also pointed out to the Internet as another tool which greatly enhanced his research. However, there is a danger in using the Internet, he said. It has become very easy for students nowadays to take whatever they find in the Internet, paste those information on their word processors and call them research papers. It is important to be critical of information coming from the internets. What is the source? Who wrote it?For beginning researchers, he only had three advices. The first is for them to read a lot. Most of the topics that interest people nowadays have been explored by philosophers and researchers in the past. Books and journals can greatly enhance the knowledge of a researcher. Secondly, res earchers should develop a curious mind. There are a great deal of issues in the world worthy of a researcher’s eyes and tools. Lastly, they should be critical—they should ask about the source, the measurement and whether the findings of the research are consistent with the methodology and design. As a budding researcher, the advice of the Professor is for this author to spend his time in the library, reading and discovering new takes on old ideas and talking with professional researchers on their way of doing research and the problems they encounter in their fields of work and research.Application to the DissertationAs a result of the interview with the Professor, this researcher will then make extensive use of the library through its books and the research findings published in recent journals. This is to take a look at what have been said in the research question before as well as the debates and gray areas. This way, this research project will be situated adequately and will not simply repeat what has already been found out before. This exposure to previous literature will also give important knowledge to the researcher in ensuring the reliability and validity of the research measurements.The researcher will also become more critical of the sources that he will consult. This is because it is very tempting to get information in the Internet and lift information there without proper citation. In some instances, information from the Internet is not reliable and the source may not be verified. Hence, the temptation for plagiarism will be there. Plagiarism in any instance and in any field of study is never acceptable (De Voss & Rosati, 2002).ConclusionResearch is not always easy. In fact, in order to successfully arrive at the truth or solution of the research problem, the researcher should display rigor, competency, excellence in gathering data and analyzing them, and care in citing ideas borrowed from other authors and researchers. Through these efforts, the body of knowledge of the researcher’s field of specialization will grow. Consequently, the understanding of humans of the particular topic he has chosen to investigate will also grow. ReferenceBeck, C. T. & Polit, D. F. (2003). Nursing Research: Principles and Methods. Wolters Kluwer Health.De Voss, D. & Rosati, A. C. â€Å"It Wasn't Me, Was It?† Plagiarism and the Web. Computers and Composition, 19 (2), 191-203.

Friday, August 30, 2019

Students Motivation And Its Relationship With Academic Performance Education Essay

In this papers it was traveling to discourse the helpful factors on motive for better academic public presentation. The motive of pupils is one of the of import issues in higher instruction, peculiarly owing to importance of academic public presentation in their professional life and besides it focused on placing the factors that will assist educational minds to cognize pupils ‘ attitudes towards acquisition, what hinders and what facilitates larning in the procedure of larning. This will help instruction community to foretell pupil academic public presentation and placing the pupils before their classs begin to fall ( Kamauru, 2000 ) . Lumsden ( 1994 ) has investigated which passion to larn seems to shrivel as kids grow. Learning sometimes becomes irresistible impulse than felicity, that ‘s why big figure of pupils foliages instruction before graduation. Due to unpleasant attitude of pupils towards instruction really few are really mentally present in the schoolroom. Student motive is the component that leads pupils ‘ attitude towards larning procedure. Number of surveies has been conducted to examine the function of pupil motive toward academic public presentation and different definitions of pupils ‘ motive have been used by assorted researches. Student motive is frequently separated into two types: Intrinsic motive and extrinsic motive. Intrinsic motive: A pupil is per se motivated when he/she is motivated from surrounded by: Intrinsically motivated pupils enthusiastically engage themselves in larning out of distinctive feature, attending, felicity or in order to accomplish their ain scholarly and personal purposes. Therefore pupils with intrinsic motive are more enthusiastic, self driven, disputing and experience pleasance in their surveies and pupils with extrinsic motive attempt to drag themselves with academic coursework, experience compelled to larn, and ever put minimal attempts to achieve maximal grasps. Intrinsically motivated, pupils tend to utilize schemes that require more attempt and that allow them to treat information more strongly. In intrinsic and extrinsic motive we have found the undermentioned beginnings of motive which has besides been confirmed by the pupils during informations aggregation. And besides each of these points has defined in following tabular array which has been used in design a questionnaire for intrinsic and extrinsic factors.At this clip, I am traveling to speak about research methodological analysis:2. Research Methodology:2.1 SampleThe sample involved of 342 university pupils of dissimilar plans in assorted universities of Islamabad and Lahore, Pakistan. The pupils were asked about how motivated they are about their university experience and what truly motivated them to analyze. The questionnaire was distributed among both female and male pupils. It involved 82 % male and 18 % female pupils in the study with an mean age of 20 old ages. The undermentioned proficient card contains the concise information sing research methodological analysis: aˆ? Purpose of survey Exploration aˆ? Types of probe Correlations aˆ? Extent of research workers interference Minimal aˆ? Study puting Non-contrived aˆ? Measurement Scaling aˆ? Unit of scrutiny Persons aˆ? Sampling design Simple random trying aˆ? Sample size N = 250 aˆ? Time skyline one shooting aˆ? Data aggregation method Questionnaire aˆ? Data analysis of Discrepancy The above given self descriptive table describes different parts of research methodological analysis in brief. For statistical purpose analysis of discrepancy has been conducted utilizing SPSS 17 version.2.2 Instrumentation and Measurement:The above mentioned self-explanatory tabular array contains the key of the points mentioned in the study questionnaire. This shows that each beginning in given due consideration in the study and points were assorted in the study sing the beginning of pupil motive.2.3 Procedure:The questionnaires were distributed indiscriminately among the pupils of different plans of different semesters and their responses were collected. Data was analyzed utilizing SPSS for Windows ( version 17.0 ) for precise analysis and consequences. Analysis included arrested development analysis, and analysis of discrepancy ( ANOVA ) .3. Consequence:The undermentioned study begins with the consequences of the respondents ‘ information on sections like linguistic communications and Gender. This survey, conducted on the pupil motive and its Impact on pupil public presentation, shown that 82.4 % respondents are male while 17.6 % female, who participated in this survey. Female section of the sample is moderately undistinguished in the survey. This survey reveals per centums of linguistic communications: of these, 34.5 % respon dents belong to Punjabi linguistic communication, 8.6 % respondents belong to Sindhi linguistic communication, 10.8 % respondents belong to Pashto linguistic communication, 6.5 % respondents belong to Saraiki linguistic communication, 33.5 % respondents belong to Urdu linguistic communication, 0.7 % respondents belong to Hindco linguistic communication and 5.4 % respondents belong to Baluchi linguistic communication. Different linguistic communications are spoken in assorted parts of the state. However, in one university pupils come from different parts of the state and talk different linguistic communications. Four major provincial linguistic communications and three other linguistic communications, normally spoken in some of the states, were besides included in the survey. Languages reflect cultural values of their ain states. Now we have a clear image of the respondents ‘ replies sing pupil motive and pupil public presentation.4. Discussion:Rejection of alternate options, c alling and makings and societal force per unit area instil the academic public presentation. In the same manner, intrinsic motive achieved through regard of selflessness, and self-exploration. This survey investigates student motive and its impact on pupil academic public presentation. Student public presentation will increase between 23 per centum and 34 per centum due to extrinsic and intrinsic motive. T-value of both tabular arraies shows relevant Importance of elements of extrinsic and intrinsic motive for academic public presentation. On the whole, theoretical account is Significant. This survey reveals R-square is 80 per centum which show strong relationship of pupils ‘ motive with their Performance. Academics public presentation will increase 34 per centum due to extrinsic motive where as faculty members Performance will increase 23 per centum due to intrinsic motive. Every pupil has diversified experience of cognition, abilities, endowments and aspirations and come from different Social, regional and political backgrounds that may impact their motive to larn. Some pupil holding great measure of accomplishment due to outdo schooling and other are frailty versa. However, pupil motive is a requirement of academic public presentation ( Masitsa, 2008 ) . Helpful acquisition in the schoolroom depends on the instructor ‘s capableness that creates involvement related to capable affair. Student public presentation depends upon the forces which are impacting during the surveies ( Erickson, 1978 ) . There is no extrasensory expression for accessing accurate degree of pupils ‘ Motivation other so extrinsic motive and intrinsic motive questionnaire.5. Decision and Recommendations:The survey examined the influence of pupil motive on academic public presentation. The survey found positive and reciprocally causal relationship between pupil ‘s m otive and pupil ‘s academic public presentation. This relationship is common, pregnant pupils who are more motivated do better and pupil who perform better go more motivated. In this survey, R-square is 80 per centum ; this shows really strong relationship of pupils ‘ motive with faculty members public presentation. T-value besides shows relevant significance of pupils ‘ motive toward the pupil faculty members public presentation. Extrinsic and intrinsic motives increase their academic public presentation between scopes of 23 per centum and 34 per centum. When we checked on single component of extrinsic motive and intrinsic motive, we found that Academics public presentation will increase 17 per centum due to rejection alternate option. Academics public presentation will heighten 9 per centum due to occupation making. Academicians public presentation will set in to 7 per centum because of societal pleasance. Academics public presentation will increase 4 per centum due to common force per unit area. Academics public presentation will increase 10 per centum due to self geographic expedition. Academics public presentation will increase 12 per centum due to selflessness. Blank ( 1997 ) ; Dev ( 1997 ) ; Kushman ( 2000 ) and Woods ( 1995 ) besides associated high motive and committedness in larning as consisted nexus to cut down dropout rates and addition degrees of pupil public presentation. From these findings we conclude that pupils who are per se motivated perform much better academically than pupils who are extrinsically motivated. Extrinsically motivated pupils might make a good occupation or execute good to accomplish a certain wages, but it does non maintain them motivated for long-run and overall public presentation does non alter or is consistent. They might transport out really good in one semester or quiz to accomplish a certain wages or end and so following semester might demo hapless public presentation because the wages did non be any longer. Their public presentation does non stay changeless as a consequence. Students ‘ who are per se motivated take up undertakings or execute good academically for their ain involvement and for their ain acquisition. These sorts of pupils are genuinely interested in larning and in accomplishing high ends. This shows in their overall consistent public presentation. From these consequences and Analysis, this survey concludes that academic public presentation is positively influenced by intrinsic motive and negatively affected by extrinsic motive. Additional research is required to turn to the inquiry that ‘How pupils ‘ intrinsic motive can be increased? ‘Critique In respect to research methodological analysis:At the first I guess it ‘s better to depict the motive which it did n't bespeak clearly and besides denominate different type of public presentation in this instance academic acquisition and larn how to measure the motive while it did n't bespeak in original paper base of literature reappraisal:Motivation:It is incentive, enthusiasm, or involvement that causes a specific action or certain behavior. There are two chief sorts of motive: intrinsic and extrinsic. Intrinsic motive is internal. It occurs when people are compelled to make something out of enjoyment, significance, or desire. Extrinsic motive occurs when exte rnal factors compel the individual to make something. A common topographic point that we see the demand to use motive is in the work topographic point. In the work force, we can see motivation play a cardinal function in leading and direction success. A individual unable to hold on motive and use it will non go or remain a leader. It is important that anyone seeking to take or actuate understand â€Å" How allow to Hierarchy of Work Motivators. † What all procedure theories have in common is an accent on the cognitive procedures in finding his or her degree of motive. Equity theory assumes that one of import cognitive procedure involves people looking about and detecting what attempt other people are seting into their work and what wagess follow them. This societal comparing procedure is driven by our concern for justness and equity. Research by Adams ( 1965 ) and others confirms equity theory as one of the most utile models for understanding work motive. The motivational force of a occupation can so be calculated if the anticipation, instrumentality and are known. The person ‘s abilities, characters, function perceptual experiences and chances cut down the motivational force. In this undertaking merely focal point is on motive and wanted to cognize about the relationship between academic public presentation and motive and merely speak about Extrinsic and Intrinsic factor while the other go-between and moderator factor possibly wholly lay waste to the relationship between the even those pupil although have a intrinsic motive as in this paper in consequence portion you see as a important factor but due to such a factor it ca n't travel good and do n't alter the public presentation as it was expected. I merely want to reexamine some of these articles about the other factors that can be helpful. In cognitive-motivational procedure theoretical account ( Vollmeyer, R. & A ; Rheinberg, F. ( 1998 ) . Motivationally EinfluA?sse auf Erwerb and Anwendung von Wissen in einem computersimulierten System. [ Motivational influences on the acquisition and application of cognition in a fake system. ] Zeitschrift fuA?r PaA?dagogische Psychologie, 12, 11-23. ) Motivational factors imagine that have an consequence on public presentation via go-betweens. Such a possible go-between is continuity. Besides in this paper the research worker did research on 51 pupils learnt a complex moral force system. They measured their initial motive ( mastery assurance, incompetency fright, involvement and challenge ) , so a set of interceding variables during larning. Performance steps were knowledge acquisition and cognition application. In this paper it was shown a path-analysis showed that initial motive influenced continuity and it have direct consequence on public presentation and should take in consideration that sometimes extremely relentless scholars did non hold higher average concluding public presentation, despite geting more cognition over tests. So public presentation is one of the possible go-between that in ( Regina Vollmeyer * , Falko Rheinberg ( 2000 ) this paper it has discussed. Besides in another survey we can see that ( Bandura, 1991 ) combines motive and knowledge into a cognitive-motivational position. He defined motive as a â€Å" multidimensional phenomenon indexed in footings of choice of chases from viing options, strength of attempt, and continuity of effort † ( p. 158 ) . For larning this means that motive non merely affects what people learn, but besides the strength and the continuance of the acquisition activities. So as you can see in this survey although motive has considered as a multidimensional phenomenon, but the indexes is non harmonizing to this paper. In another survey, ( Rheinberg, 1997, p. 14 ) defined motive as something that â€Å" provides an drift towards a end for all current procedures † . In making so, motive influences the manner people learn. Vollmeyer and Rheinberg ( 1998 ) proposed a cognitive-motivational procedure theoretical account. The interaction between motive and knowledge is described in more item by Schiefele and Rheinberg ( 1997 ) . They argued that motive can impact three facets of acquisition: ( 1 ) Continuity and frequence of larning activities. ( 2 ) Manner of performed learning activities. ( 3 ) Motivational and functional provinces of the scholar during larning. These three facets define the model, within which we looked for variables that may intercede the consequence initial motive has on public presentation. Besides different type of acquisition is one of the issues that did n't bespeak in the chief paper but in Schiefele and Rheinberg ( 1997 ) has wholly indicated. In corroborating the relationship between motive and public presentation but in different type in work topographic point we can see: The motivational theoretical account holds that more chances to take part in determination devising supply subsidiaries with greater intrinsic wagess from work ( Conger & A ; Kanungo, 1988 ; Thomas & A ; Velthouse, 1990 ) and higher degrees of psychological authorization ( Spreitzer, 1995 ) , which may ensue in improved work public presentation. In add-on to, the other go-between factor between motive and public presentation as a consequence of a meta-analysis conducted by Eby, Freeman, Rush, and Lance ( 1999 ) revealed that intrinsic motive mediates the nexus between the participative direction behavior of supervisors and the organisational committedness of employees and their work public presentation.( XU HUANG1, ET al.2010 )Furthermore there is some other documents that confirm the some other factors for increasing the motive For case Lumsden, ( 1994 ) analyzed pupils ‘involvement towards instruction and beginnings of their motive. Marshal ( 1987 ) viewed pupils ‘ motive as a force beneficial to the scholar. Ames ( 1990 ) stated that motive to acquisition is dependent on long-run, choice fond regard in acquisition and pledge to the procedure of larning. Most motive philosopher believes that motive is involved in the public presentation of all learned responses and leaned behaviors will non happen unless it is energized.Bomia et Al. ( 1997 ) has suggested pupil motive as pupil acuteness, demand, desire and duty to take part and be dining in the acquisition procedure.Some other Critical Theory in Motivation and public presentation:Consequence of content theories of motive:There are some other theories in motive and academic public presentation which is more related to organisational behavior such as Maslow and ERG theory that in this portion we want to lucubrate more in footings of different demands of employee to acquire satisfy and increase their academic public presentation. Sing that we can see in order to actuate pupil in instance of maximise their academic public presentation to achieve higher scaling we need to run into their basic demands at first due to Maslow and Alderfer ERG theories which belong to content theories of motive as it is illustrated above.Pygmalion consequence on motive and public presentation:It is deserving adverting that pupil public presentation increases merely if we can actuate them. Besides another factor should be highlighted in this respect and that is theory of carry throughing prognosis. This theory negotiations about Pygmalion consequence. The Pygmalion effect enables pupil to stand out in response to the parent and their lector ‘s message that they are capable of success and expected to win. The Pygmalion consequence can besides sabotage pupil public presentation when the elusive communicating from the director tells them the converse. Supposing if a pupil is amateurish, he leaves cicatrixs on the callings, cuts deeply into their self-esteem and distorts their image of himself/herself as human being. But if he/she is adept and has high outlooks of his/her subsidiaries, their confidence will turn, their capablenesss will develop and their efficiency will be high. If the lector really believes that every pupil has the ability to do a positive part at his/her surveies, the telegraphing of that message, either consciously or automatically, will positively hold an consequence on academic public presentation.In respect to discussion portion:While in the treatment portion all the alternate except the intrinsic factors reject we review the literature about Motivational factors and academic acquisition: When a scholar approaches a acquisition undertaking, the literature suggests that several motivational factors are relevant and can be measured: ( Regina Vollmeyer * , Falko Rheinberg, 2000 ) . 1. Learners can change in their certainty that they will win in understanding the undertaking. This factor we will name command assurance ( similar constructs have been proposed: e.g. , subjective chance of success and self-efficacy ( Bandura, 1977 ) . 2. Learners can differ in their anxiousness about neglecting in the undertaking. This factor we will name incompetency fright ( a similar construct is Atkinson ‘s fright of failure, nevertheless, for him this construct is measured as a trait whereas we assess a individual ‘s existent province ) ; ( Regina Vollmeyer * , Falko Rheinberg, 2000 ) . 3. Learners may change in the grade to which they perceive this undertaking as a challenge. Perceiving the undertaking as a challenge requires a personal accomplishment criterion for this undertaking against which to prove undertaking public presentation. 4. The undertaking may or may non arouse the scholar ‘s involvement. All these motivational factors are said to impact acquisition ; nevertheless, it has non been clearly shown how. In conformity with our cognitive-motivational procedure theoretical account ( Vollmeyer & A ; Rheinberg, 1998 ) , we investigated the premise that these four motivational factors influence larning via the undermentioned three go-betweens: The motivational province during acquisition, The systematicity of scholars ‘ schemes The figure of larning rounds the scholars intentionally chooses to pass bettering their cognition ( continuity ) . ( Regina Vollmeyer * , Falko Rheinberg, 2000 ) .In respect to decision and recommendationSUMMERY: AThe purpose of this assignment was to reexamine a equal reviewed journal article that is research based, and is representative of one of the research methodologies we discussed in category ( administer the questionnaire for measuring the merely two concept motive and academic public presentation. The format of the article has the visual aspect of a thesis because it has many of the same constituents. It starts with an abstract that discusses the chief points of the research and the consequences. After reading the article, I found that the abstract failed to advert the other grounds that affect the public presentation except motive of pupil that the research was based on. The research methodological analysis used in this survey was studies analyzed in a quantitative design. More peculiarly, merely one study instruments was introduced in the article, and merely it was used. It was a questionnaire which was designed and developed by Neil ( 2004 ) step pupil ‘s motive and it was called â€Å" The University Student Motivation and Satisfaction Questionnaire version 2 † ( TUSMSQ2 ) .It was an instrument contains 30-items. The inquiries measure both Intrinsic and Extrinsic motive of pupils and one the job is that variable which was analysed in this paper merely concentrate on internal and external characteristic of motive.

Thursday, August 29, 2019

Bacteriophage Lambda Lysogenic Cycle Biology Essay

Bacteriophage Lambda Lysogenic Cycle Biology Essay Viruses are tiny agents that cause infections in a wide range of hosts including animals, plants, bacteria and other viruses. In particular, viruses that infect bacteria are called bacteriophages, bacterio meaning â€Å"bacteria† in Greek and phage meaning â€Å"to eat†. Bacteriophages are able to undergo lytic and lysogenic cycle to replicate; however, most undergo one or the other cycle to replicate. An example of a bacteriophage that is able to undergo both cycles is bacteriophage lambda (phage lambda). Bacteriophage lambda infects only the bacterium Escherichia coli strain k-12. Phage lambda is unique in its ability to turn replication genes on or off depending on the host’s condition. When E. coli is infected with phage lambda and the cell dies due to an environmental factor, the phage will switch from the lysogenic to the lytic replication cycle. Bacteriophage lambda was discovered by Esther Lederberg in 1950 while she was working in a laboratory with E. c oli strain k-12. Lederberg is considered a pioneer of bacterial genetics; she was also an immunologist and microbiologist. She flourished academically, receiving a doctorate from the University of Wisconsin where she worked with many other pioneers of microbiology, genetics and immunology, including: Andre Lwoff, Edward Lawrie Tatum, George Wells Beadle, Frances Crick and James Watson. While at the University of Wisconsin, Lederberg was using ultraviolet light on E. coli strain k-12 to mutagenize that specific strain of the bacteria. After prolonged exposure to the ultraviolet light, the bacteria stopped growing and its condition slowly began to deteriorate. An hour and a half after the exposure to the ultraviolet light ceased, the bacteria began to lyse (burst). This led Lederberg to the discovery of bacteriophage lambda. The E. coli sample that Lederberg was using was infected with bacteriophage lambda. The phage was not detected because it was in the lysogenic cycle, which meant that the phage was a prophage, and thus that the phage genome was integrated within the bacterial genome. Bacteriophage lambda sensed that the bacteria was about to die, so it switched its replication genes on and converted to lytic replication, therefore causing the cell to lyse and release the phage into the environment. Lederberg is also accredited with the discovery of induction; the process of when the lysogenic cycle is terminated and the lytic cycle is activated due to adverse conditions caused by ultraviolet light. Lederberg, along with her team of researchers, was awarded the Pasteur award in 1956. Viruses have many different anatomical structures depending on what kind of cells they infect. The anatomical feature that is similar throughout all bacteriophage is the capsid. The capsid or head is a shell made out of protein that contains DNA or RNA, depending on the virus. The capsid also contains some internal proteins. The capsid can have many different configurations, from a polygon-shaped sphere, like an icosahedral, or a rod-shaped helix. The main functions of the capsid are that it allows the virion to attach to its host via special sites on the surface, contains the internal proteins that allows the virus to penetrate the host cell membrane, which enables it to inject the infectious DNA or RNA into the host cell’s cytoplasm, and that it provides protection for the nucleic acid from the environment and digestion by enzymes. The capsid has structural subunits called capsomers that may contain one or many polypeptide chains. Some viruses have a secondary structure that protects the capsid itself, this is called an envelope. Not all viruses have an envelope; the envelope is made up of glyco-proteins and surrounds the entire capsid for optimum protection. The envelope has two lipid layers intermingled with protein molecules, a lipoprotein bi-layer, and also has a mixture of material that consist of the viral origin and some material from the me mbrane of the host cell. Besides a capsid, some viruses also contain a tail that is attached to the capsid which helps the virus penetrate the host cell’s outer membrane and allows the virus to inject the DNA or RNA into the host cell. The tail consists of two main structures: the tail fibers and a tail sheath. The tail fibers are tiny leg like formations that help the phage attach on to the bacterial cell by clinging on to the surface receptors. The tail sheath is a tube like structure that runs from the capsid to the tail fibers; the tail sheath digs into the cell membrane of the host and the DNA or RNA travels down the sheath and into the cytoplasm of the host and the infectious cycle begins. For viruses without tails, specialized spikes are protruding directly from the capsid that play a similar role to that of tails; the spikes are made up of proteins and help the virus invade the host cell. Bacteriophage lambda has a capsid with an icosahedral configuration that is 55 n anometers in diameter that contains 350-575 capsomers or subunits of 37,000 Daltons; the capsomers are positioned in groups of 5 and 6 subunits or pentamers and hexamers. The tail is 180 micrometers long and contains a single tail fiber that is 25 nanometers long. Bacteriophage lambda does not possess an enveloped capsid.

Wednesday, August 28, 2019

HR Technology Case Scenario #2 Assignment Example | Topics and Well Written Essays - 750 words

HR Technology Case Scenario #2 - Assignment Example Moreover, organizations with the assistance of human resources technology are able to conduct operations with better sustainability as well as profitability in the long run. Thus, HRIS helps to develop employee skills, distinctive organizational cultures, management processes and systems among others (Kavanagh & Johnson, 2012; Kumar, 2012). Subsequently, the assignment describes the HRIS application. Additionally, the type of HRIS application to be implemented by Castle’s Family Restaurant is discussed. HRIS is an emerging concept in the sphere of ‘Human Resource Management’ for conducting HR related operations effectively. HRIS functions in four different areas such as operational, tactical, strategic and computerized (Kumar, 2012). The types of HRIS are illustrated and defined hereunder. Operational human resource information system helps an organization to make decisions by providing support of reviewing HR data and human resource services. Operational-level information system collects data, which is relating to human resources and include information about an organization’s positions, its workforce and governmental regulations among others (Kumar, 2012). Moreover, it has been also identified that few system, which is a part of operational systems are as follows: Employee Information Systems. The human resource information system analyses information of an organization’s employees in order to make various HR decisions. Employees’ information comprises name of an employee, address, sex, education qualification, experience, salary among others (Kumar, 2012). Performance Appraisal Information Systems. The system denotes performances and productivity of employees. The data is used as a witness in order to evaluate employees according to their performance and commitment level. The system helps an organization to determine the appraisal system in the areas of promotion, transfer and termination (Kumar, 2012). The tactical information system usually

Tuesday, August 27, 2019

Health Reform Plan Paper Research Example | Topics and Well Written Essays - 500 words

Health Reform Plan - Research Paper Example When Clinton administration took office, it did not prioritize health reform per se because it fashioned the supposedly reform to fit their political agenda. The task force, which was constituted to construct the policy, was made up of over 30 working groups with over 500 participants (Yankelovich, 1995). What Clinton and his adviser failed to know was that congress is a political body whose profession is only to make the most politically viable policies, but not policies for public significance. This way, the resultant policy was not inclined to benefit ordinary citizens because the political reality is that healthcare benefits represent income to few players, who benefit from the health industry and whose interest is to ensure that policies favour them. Therefore, the politician and the reform body mistook good policy for good politics by creating a bill which was fit for political mileage rather than political process. Moreover, the Clinton administration did not appreciate the need for a national strategy to sell the plan to the people. Medical coverage would have been a source of anxiety for all Americans as well as voters (Yankelovich, 1995). Failure to involve Americans resulted to what is referred to as human error. One angle of the human error lies in the fact that with 84 per cent of Americans holding health insurance, they were deeply afraid of losing their benefits (Toner, 1993). As a result, whenever the public was interviewed concerning their satisfaction on the old health coverage, most of them rated the services as either ‘very good’ or ‘good’, and this made it very hard to reform the system. Democrats have been avoiding the repeat of the idea following the reform debacle, and this attitude has been a foremost impediment to change.There are several recommendations for president Obama based on the failure of this reform. First, there is no fact in the idea that health reform is not inevitable in the United States

Monday, August 26, 2019

Week 3 540 Essay Example | Topics and Well Written Essays - 750 words

Week 3 540 - Essay Example Enter the Wireless Communication market,† (Simulation). An analysis done on the prospects of these two proposals, reveals that the agenda or proposal to expand the existing Digital Imaging or Dig-Image market share, can be beneficial than the option of entering the Wireless Communication or W-Comm. But, at the same time, this decision to go for Dig-Image has certain internal as well as external risk. So, this paper will analyze the risks of this investment decisions and importantly the mitigation of those risks. Normally, organizations wanting to increase its value, as to invest in projects that provides a positive Net Present Value. The Net Present Value of an investment project is usually determined by the subtraction of the projects total cost from the present value of the projects expected future cash flows. And, if the Net Present Value is higher than the projects cost, then it is expected that the project will increase the firms value According to the outline provided by the Marketing Research Reports, SAI should use the best capital budgeting approach in the form of NPV, as it will identify cash flows rather than profits. Then, it utilizes all the cash flows and in turn discounts the cash flows properly. So, in the case of Dig-Image, the sales of it in new markets depend upon its existing market share from the global perspective, price per product and importantly the size of market. As SAI through its Dig-image proposal tries to expand its market share throughout the world, it should be aware of the risks associated with foreign exchange exposure and the relevant mitigation strategy of hedging. Foreign exposure in the sense, the frequent fluctuations in the exchange rates will negatively affect the operating cash flows and importantly the dollar value of the SAI’s total assets and liabilities. This risk will have both short term as well as long term effect and could dent any new initiatives from SAI. This

Sunday, August 25, 2019

Discussion on Business Organization Essay Example | Topics and Well Written Essays - 1000 words

Discussion on Business Organization - Essay Example This market leadership may relate to pricing innovation, product innovation, new forms of promotion, development of new market segments, or initiating a new trend in the market. Quite often such market leaders may not be large organizations, but more innovative smaller organizations, like Dyson in vacuum cleaners; or organizations with better expertise, like specialized accounting firms or those with more talent and competencies, like Stella McCartney in fashion designing. Simon, 2009, p.29, terms such smaller organizations as â€Å"hidden champions†. These â€Å"hidden champions†, reframe the definition of market leadership to â€Å"market leadership not only in terms of market share, but see it as an extended claim to overall leadership in their markets† (Simon, 2009, p.29). Table – 1 below gives the advantages and disadvantages of market leadership. ... Compounding the contribution of these factors to problems in identifying market leadership is the issue that some organizations, do not concentrate on achieving leadership by merely market share. They may to look to acquiring leadership in other aspects, like asset leadership, which gives them a boost towards taking over market leadership. Asset concentration may be in terms of competencies of the employees, or superior equipment or strength in distribution channels. Identifying market leadership thus becomes a more difficult endeavour (Pickton & Masterson, 2010, p.40). Following in the path laid out by a market leader are the organizations that may be called market followers. Market followers identify and keep a track of the successful ideas and strategies employed by market leaders. This does not imply that they follow a me-too product design and promotion strategy. Rather, the strategy employed is to allow the market leader to employ resources in testing their innovative ideas and strategies, and then cash in by employing the successful innovative ideas and strategies themselves. This can be seen from the example of the competitors of McDonald’s in the 1990’s waiting for McDonald to identify locations for its outlets, using its resources, before moving into the location as a competitor. It is these market followers that need to identify the market leaders, so as to copy their successful innovative ideas and strategies (Pickton & Masterson, 2010, p.39). 2. The EC Unfair Commercial Practices Directive and the German Act against Unfair competition define unfair competition as â€Å"unfair commercial practices that are likely to distort the economic behaviour of consumers† (De

Explore the relationship between the material and the spiritual in Essay

Explore the relationship between the material and the spiritual in Beowulf and The Millers Tale - Essay Example Geoffrey Chaucer’s â€Å"The Miller’s Tale† is the second part of the Canterbury Tales and narrated by the alcoholic Miller and is a vulgar fable, depicting debauchery in contrast to the heroism underlined in Beowulf. Both Beowulf and the Miller’s Tale have been interpreted as using biblical analogies and allegories and the focus of this paper is to explore the relationship between the material and spiritual in Beowulf and the Miller’s Tale. If we firstly consider Beowulf , it is evident that the recurrent themes of war, tragedy and loss and military heroism are pertinent to historic patterns human behaviour whilst simultaneously providing a clear depiction of Anglo Saxon cultural norms. Moreover, French Historian de Certeau argues that â€Å"history aims at calming the dead who still haunt the present, and at offering them scriptural tombs† (Certau, 1998). Additionally, Certau highlights that the various themes and use of language in Beowulf convey the notion of inevitability through â€Å"labor of death and a labor against death† (Certau, 1998, p.5). This is further reflected in Beowulf by the denial of death and references to fear, loss and death. If we further consider the development of literary historicism, Foucault’s vision propounds that human behaviour is innately driven by motivation for power, which is clearly mirrored in Beowulf (Foucault, 1979, p22). Furthermore, in context of the medieval period within which Beowulf is set, there is clearly a dichotomy between philology, which studies the words and new historicism, which considers the historicism context (Frantzen, 1990, p114). Moreover, Philology posits that to understand people, the literary language must be understood whereas historicism indicates that to comprehend the language, the people must be understood for example the Anglo-Saxon gift culture represented assertion of

Saturday, August 24, 2019

US Intel Community Essay Example | Topics and Well Written Essays - 1000 words

US Intel Community - Essay Example The great thing about this agreement is that there is a common face to it and is apparently diplomatic and open addressing on alien nations1. But there is as well a dark and covert side and although they allegedly are not appropriated to operate domestically, they do act domestically through the big private institutions - enforcing the policies of the UN Organizations. Understanding that explains how UN policies are interconnected and enforced in the United States. From the start of this nation history, there have been two sects - Internationalists and Nationalists. The Nationalists were our Founders. The Internationalists were the Tories - oppositions of independence. Traditionally, the military have been accountable for interior security and homeland defense. The National Security Act of 1947 regrouped the leadership of the armed forces following Second World War, validating a Defense Department (DOD) with a Secretary of Defense (SECDEF) that content directly to the Commander-in-Chief. As we now acknowledge, the NSC was not arranging a great job aligning all the facets of Office of Homeland Security2. For instance, border security was addressed in a split way by a number of agencies. Intelligence was not being effectively shared. To start with, from ethical point of view, the National Security Act of 1947is an act that governs all partaking office with origins and roots from the US governance. Taking the account that United nation is excluded from the provision of United states intelligence information is unethical on account that the organization has rights as far as the laws is of concern. The organization has been of help in identification of individuals disputes and always alerted the States on any prevailing measures needs to be taken just on time. 2. How would you define "morally intolerable" and "morally acceptable" from an intelligence operation perspective concerning national security? Is torture of terrorists or enemy

Friday, August 23, 2019

Sociological Theories and Historic Figures of the Feminism Coursework

Sociological Theories and Historic Figures of the Feminism - Coursework Example Rousseau, the laws of the particular state are a record of the collective desires of all the people and the application of those laws should be universal to all people of the state. The role of the government in Rousseau’s political system is enforced and respect the sovereign people’s will and in no way should it seek to dominate the general will. The legislature function is to ensure that the law supports the state’s preservation. The function of the tribunate according to Rousseau’s political system is to maintain the state by the promotion of the idea of spiritual kingdom separate from any political system. Hegel’s dialectical idealism is where Hegel used different and more precise terms for dialectical trios. He used two different sets of terms for his trios, which include abstract negative concrete and immediate mediate concrete. According to Hegel, Geist, which is a German word for spirit or mind, is used to imply to the category-by-category culmination, dialectically of the negative of the infinite abstraction, resulting to the category of absolute mind or spirit (Geist). Karl Marx presents the concept of alienation by describing the social alienation of people from their human nature aspects because of living in a society stratified into social classes (Swatos & Peter, 13). He presents the concept of class-consciousness, which refers to the beliefs held by an individual concerning their social class, the structure of that class and the interests of the particular class. For the concept of class antagonism, Marx implied the conflict that exists in a society due to the competing socioeconomic interests brought by the different classes of people that exist in the society. Marx’s concept of revolution discusses social revolution where the working class tries to overthrow the bourgeoisie. Marx believed that proletarian revolutions are sure to happen in all capitalist nations.

Thursday, August 22, 2019

Concepts Of Equaltiy Diversity And Rights Essay Example for Free

Concepts Of Equaltiy Diversity And Rights Essay Equality: Equality has been established to ensure that everyone has the right to equal opportunities, equal rights in work environment or in general and therefore classed as important focused and organizations take it really seriously as they have to ensure that every individual employee are entitled to same choices, opportunities and are treated equally. There are various types of equality such as the racial equality act, gender equality act, women’s equality act, Marriage equality and many more however the Equality Act 2010 (the Act) replaced previous anti-discrimination laws with a single Act. The equality of act in health and social care setting came into force on 1 October 2010. Whenever an individual need health care or medical treatment or when an elderly or an individual with mental problems who are being cared for in nursing homes, care in day Centre and such, they have the right not to be discriminated against because of their race, gender, gender identity, disability, religion or belief or sexual orientation. Diversity: is to understand that every individual is unique and recognize individual’s difference, therefore respected and valued in community or in the workforce. We live in an increasingly diverse society and need to be able to respond appropriately and sensitively to this diversity. In the healthcare setting, workers will reflect this diversity around gender, race and ethnicity, disability, religion, sexuality, class and age. Rights Every individual is entitled to basic human rights and in turn they have to able to and if not learn to respect other’s human rights. Right to life nobody even the government can try to end an individual’s life. This also means that an individual has the right to be protected if their life is at risk. The human rights act also prohibits the death penalty in UK. The courts have held that the right of life however don’t include right to take your own life. The right to life is absolute however it does not always apply in certa in situation. A person’s right to life is not breached if they die when a public authority (such as the police) uses necessary force to: †¢stop them carrying out unlawful violence †¢make a lawful arrest †¢stop them escaping lawful detainment Of course, even in these circumstances, death would be avoided wherever possible, and the force used must be absolutely necessary and strictly  balanced. According to law, Everyone’s right to life shall be protected by law. No one shall be disadvantaged of his/ her lives intentionally save in the execution of a sentence of a court following his/her conviction of a crime for which the penalty is provided by law. In health and social care setting career or anyone has to be able to respect other’s human rights. Right to liberty every individual has the right to their personal freedom. The government cannot take away an individual’s freedom by detaining them without any good reason even if it’s just for short period of time. Importantly, the Human Rights Act provides that if an individual is arrested, they have the right to: †¢Why an individual have been arrested and what charges they face, would be told in a language they would understand. †¢Be taken to court punctually. †¢Have a trial within a reasonable time. †¢If an individual is confident enough than Go to court to challenge their detention if they think it is unlawful. In health and social care setting worker/career, every patient is entitled to right of their personal freedom therefore they have the right to equal required health care services needed as everyone else within the care setting. Discrimination is unlawful within Britain. Law protects you from discrimination at situation like these †¢At work. †¢As a consumer †¢When using public services. However there are two types of discrimination overt discrimination and covert discrimination. Overt discrimination is when a colleague of an individual is paid more because of their gender even though they both are doing the same job with the same qualification, there should be no differences at all. Unfortunately sometimes it does still takes place and that individual have to be aware and make sure that it is sorted out. Covert discrimination is opposite to overt, this is more complicated to demonstrate as it is hidden. For example it is when an individual is applying for a job with the same qualifications and experience as other applicants, someone between those two might not get picked because of their skin color or their sexuality or their ethnicity. It still does take place but the only thing is hard to  demonstrate as it is hidden. An individual has to be aware of covert discrimination against people using health and social care services. Stereotyping is dangerous and common with the children, which they tend to pick up from the adults. The most common types of stereotypes are that All overweight people are too lazy to get anything done All homeless people do not want to work. The Williams and Best gender study from 1992 found that within 30 different countries, males were typically characterized as adventurous, powerful, domineering and independent. Females, on the other hand, were characterized as sentimental, submissive and superstitious, however slowly the society has been making transition away from the stereotyping. Prejudice is when someone makes and judgment about someone without really knowing the facts. Sub culture is a culture is a culture with its own distinctive norms and values for example chav, Emo, Goth etc. people might judge them and stereotype them without knowing, some people see Goth as dark inside, dark thoughts and heavy makeup, but who are they to know assume that, because in fact they are only seeing them visually, if they actually approach them and talk they might not be what they think they are at all. In the health and social care profession an individual may still have these thoughts not just health and social care settings but everywhere however they have to be careful of how they see and treats others which will make an impact in their work. If individual lets prejudices interfere them with their work in health and social care the person will not be treated fairly.

Wednesday, August 21, 2019

Strategies to Sustain Competitive Advantage

Strategies to Sustain Competitive Advantage Q1: Using an appropriate model, evaluate the business model of a company of your choice, describing how the company differentiates itself from its competitors and sustain competitive advantage. 1. Executive Summary Cummins started off as diesel engine manufacturing company since 1919 and now growing as â€Å"power† leader in the world. Cummins expand network through company- owned distributor, independent distributor and dealer to serve customer globally. In 2009, Cummins reported net income of $428 million in $10.8 billion of sales [1]. Cummins have been diversifying its business to broad range of products from power generation, filtration technology, turbo technology, fuel system, emission controls and air handling [2]. Due to external pressure and growing market in Asia, Cummins recently setup Centre of Excellent in Singapore focus more on Marine and Offshore market. In this post module assignment, competitive strategy will only focus on Cumminss marine and offshore business. In this PMA, the value curve is based on own industry experiences assumption. However, analysis on financial will based overall Cummins business listed in stock market which named â€Å"CMI†. 1.1. Vision Statement â€Å"Making peoples lives better by unleashing the Power of Cummins† [3]. Cummins believe in by developing new technology will lead to better living for the people. 1.2. Mission Statement Cummins mission statement as quoted below [3] â€Å"Motivating people to act like owners working together† â€Å"Exceeding customer expectations by always being first to market the best products† â€Å"Partnering with our customers to make sure that they succeed† â€Å"Demanding that everything we do leads to a cleaner, healthier, safer environment† â€Å"Creating wealth for all stakeholders.† 1.3. Cummins compare with Industrial leader Figure 1 Financial Analysis CMI Vs Industry Leader [4] Figure 1 shows overview financial analysis of Cummins (CMI) compare within industry leader [4]. Cummins rank 35 among 379 diversified machinery industries in industrial goods sector for market capitalisation. Cummins stock values increase more than triple over the past 3 years and promise future growth with its business strategy [4]. 1.4. Ocean Strategy Ocean strategy has been introduced by W.C. Kim and R Mauborge since 2004. Starting then, this strategy is adopted and implemented successfully in various organisations globally. Recently, Malaysias Prime Minister Datuk Seri Najib Razak shared his experience on Ocean Strategy when dealing with increasing crime in the country [5]. He is using Blue Ocean Strategy as management tools in order to promote thinking out of the box. Key successful activities such as leveraged untapped resources when replaced police with soldier doing patrolling around countrys border and conduct training for new police force in the underutilised army facilities. This initiative save a lot of money from government and promote cross functioning role among government agency [5]. The principle of the ocean strategy is treating market as universe. There are two oceans available in the universe named Red Ocean and Blue Ocean. Red Ocean defined as known competition. In this Ocean, product is already well defined and competitors only able to compete with price [6] .Customer expectation on the product almost generic and not much technology can be developing in this area. For diesel engine in marine and offshore market, the competitors for Cummins include Caterpillar, MTU and Mitsubishi. How Cummins can break trough become market leaders? Cummins apply Blue Ocean Strategy when dealing with its business. Blue Ocean Strategy defines as untapped market which no competition and industries that do not exist at this point of time [6]. This in return will resulting higher profit compare with conventional approach. This clearly shows in W.C. Kim and R Mauborge studys on business launches in 108 companies. They summarize revenue and profit impact of business launches shows in Figure 2. In this study, 86% business launches within own boundaries (Red Oceans) and 14% business launches looking for new opportunities (Blue Oceans) [6]. Red Oceans approach focus on existing customer by improving their product and study shows that this resulted 62% on total revenue and 39% on total profit. In contrast, 14% of the businesses launches by creating blue oceans can bring in higher return which about 61% of the total profit [6]. Cummins spend heavily on research and development for past 5 years as shown in Figure 3. In 2010 alone, Cummins invest 414million in new technology development [2]. One of recent Blue Oceans initiatives is setting Marine and Offshore Centre of Excellent in Singapore. This business focus on the â€Å"Packaging† instead of selling conventional type of â€Å"bare diesel engine† like other competitor such as CAT, MTU and Mitsubishi. Figure 4 shows pictorial view on the value added components into bare diesel engine 1.5. Strategy Canvas Figure 5 shows strategy canvas of the marine and offshore diesel engine. X-axis represents critical success factors of the markets competition and Y-axis correspond to values perceived by marine and offshore customer. Marine and offshore is a mature and establish market. Engine makers always compete with price, image, brand, delivery, product performance and service availability. Cummins performs averagely in critical successful factors. However, in order to compete in the competitive market, Cummins break through conventional way by creating new team to focus on product value added specifically for marine and offshore customer. Cummins applied Blue Ocean strategy. Figure 6 shows Red Ocean strategy from others diesel engine maker and Blue Ocean strategy from Cummins. Q2: Using either Porters generic strategies or the Strategy Clock, identify examples of organizations following strategies of differentiation, low cost or low price, and stuck-in-the middle or hybrid. How successful are these strategies. 2. Porters 5 forces generic Strategies â€Å"Using the five forces framework, creative strategists may be able to spot an industry with a good future before this good futureis reflected in the prices of acquisition candidates† Michael Porter [7]. Porters five forces: Threat of New Entrants: Analyse potential new comer to market is important to understand potential future competitors Bargaining Power of Buyers: Buyers is the party that create demand for industry, understand buyers requirement will help to maintain competitive advantages. For example, bargaining power of buyers is high if product is standard. Threat of substitute products or service: Buyers always look for alternative or cheapest way to get products or service. Substitute product can bring the overall industry price lower Bargaining Power of Supplier: Supplier supply raw material or service to manufacturer. Bargaining power of supplier is high when to many buyer and less supplier in the market Rivalry among existing competitors: Current fast moving industry, its important understand the strategy of existing competitors. Example: How competitor gain competitive advantages or product differentiation. Porters 5 Forces allowed the company undertand and analyse own industry struture and futher help the management to decide on companys strategy. According to Porter, organisation is able to gain competitive advantanges by strategies the company using one of the â€Å"Porters Generic Strategies† as shown in Figure 8; 1) Cost Leadership, 2) Differentiation, 3) Focus [8]. 2.1. Cost Leadership Strategies Cost leadership strategies emphasize on low cost in company strategies. Company will offer low per-unit cost product or service to customer that sensitive to price. In order to become low cost provider, company can practise integration strategies (backward, forward and horizontal). There are few factors that will affect the strategies include economies of scale, learning curve, productivity, company structure, relationship with supplier and quality control. Several example organizations that practice this are Wal-Mart (general merchandiser), Air Asia (budget Airline) and Macdonalds (Fast Food) [9]. In this PMA, I will use Air Asia as example to study its business model and look into company successful factor. Air Asia strategy as illustrate in Figure 9, the company mission is to continue to be the markets carrier low cost provider. In order to compete with other aircraft carrier and achieve company vision for â€Å"Lowest cost airline†, Air Asia implement a few strategy to reduce operation cost. Strategy implemented as per below: 2.1.1. Keep operation cost low- NO frills In order to compete in this competitive market, Air Asia able to keep operational cost low by implementing few â€Å"NO†s in the strategy [10]: NO meal: No food or drinks will be provided free in the in-flight service. NO frequent flyer program: NO Membership or rewarding program which commonly used for others airline like Kris flyer for Singapore Airline and Skymiles for Delta airline. NO Seat assignment Ticket: In order to keep administrative cost low NO Entertainment: NO news paper and entertainment system such as movie, games and music. No ticket : Ticketless replaced conventional type printed ticket No waiting lounge: NO lounge provide in the airport 2.1.2. Single air craft fleet In order to streamline the operation, Air Asia phasing out its 14 Boeing B737 in 2010 and replace by only operate single air craft which is A320. Few advantages of using single aircraft as stated below Keep inventory cost low Saving cost in service and maintenance such as keeping same model of spares parts. No duplicated resource due to difference Air Craft experience needed Reduce time and training cost due to only one model. This allowed the company avoid going to through the expensive â€Å"learning curve† process and also may dissatisfied demanding customer. Michael and Nikos study on the organisation learning curves for customer dissatisfaction across airlines. They plotted estimate U-Shaped learning curve as show in Figure 10 and show evident that complaint rates followed U-shaped function of experience Able to increase fuel efficiency and improve productivity 2.1.3. Simplified distribution system Air Asia design simple user friendly system for customer to book and check- in their ticket. Customers are able to check in using own mobile as shown in Figure 11. This ticketless system is able to reduce waiting time for customer queuing to check- in at the airport counter. 2.1.4. Point to point network (≠¤ 4 hrs) All Air Asia flight is running by point to point network within 4 hours radius or less as its business model. This model only carry passenger from point A to point B without any connecting flight. This in order to keep operation cost simple in order to reduce costs [10]. 2.1.5. Optimum Aircraft Utilization Another way to keep operating cost low and maximizes profit, Air Asia increase productivity by optimise flight utilisation. Air Asia is the fastest in the region by achieving 25 minute turnaround time. Air Asia is able to achieve equal or more than 75% for last 5 years on the load factor. Once, Air Asia achieve close to 100% load factor for Bali Perth route. Load factor is defined by AirAsia as â€Å"numbers of passengers as a percentage of number of seats flown† [10]. On top of that, Air Asia applies â€Å"Tier based† system for ticketing which depend on supply and demand. When demand is low, the price is low. When demand is high the ticket price will also go high. This system is efficient especially during low season allowed Air Asia maintain the reasonable high percent load factor, 2.2. Differentiate Strategies Differentiation strategies offer service or product which unique perceived by customer. Differentiation strategies do not guarantee good payback especially current standard product offered in the industry is more than enough to meet customer expectation. There will a risk on implementing this strategy and need to study carefully on customer requirement before implementing. Product value added, extra servicing, products flexibility and better compatibility are some of the features that can create differentiate in the industry. Cost is not an issue in this strategy; hence company can demand higher price if customer strongly attached to offered differentiation features. Typical move in this strategy is product development. Organisations that apply these strategies include Apple (Lifestyle product), Raul Lauren (Apparel) and Maytag (Home appliance) Apple is applying differentiate strategies compare with other competitors in the industry by selling lifestyle product instead of conventional electronic gadget. In first 6 months of 2011, Apple spends 1.2 billion in research and development. This is about 40% increase compare with 2010 [13]. One of the successful examples when Apple launches iPad during 2010 and Steve Jobs defined iPad as â€Å"entirely new category of mobile devices†. Apple sold more than 15 million units worldwide after launching [14]. 2.2.1. Innovative and creativity product Apple is a â€Å"trend leading† company in the market. The company famous in creating innovative products and able to capture a significant market share after launching new products. Apple spends heavily in research and development because the company believe RD are critical for future growth and are able to create competitive advantages 2.2.2. Wide range of software and applications Apple created another successful platform for customer to download software and application. Traditional, example like phone, other competitor just focus on few simple features which only contains game, photography function, movie and some basic feature. By introducing new approach, Apple created â€Å"The App Store†. Now â€Å"The App Store† has more than 350,000 apps available for iPhone, iPad and iPod touch globally. The apps offered wide range of application from games, entertainment, utilities, social networking, music and others. In Jan 2011, Apple announces that more than 10 billion apps have been downloaded . 2.2.3. Apple store Unlike others competitors store which only focus on products price and feature, Apple differentiate by giving customer different shopping experience in the store. Apple design Apples retail store to give the patrons good impression of stylish, clean, fashion and stream-lined. The product like i Phone, iTunes and etc will placing in a place that customer can try out the features and application. 2.2.4. Provide good service and maintenance Apple provides good service respond compare with others competitors like Samsung and Nokia. In Singapore, Apple provides one to one exchange for i Phone if there is defect and still under warranty. This is different from some of the competitors, depend on the level of repair, some will take about 2 to 3 weeks. This will create some issue for some consumer that only has one hand phone. 2.3. Focus Strategies Focus strategies offers product or service to fulfil the requirement for targeted groups of customer in the industry [9]. Focus strategies can be categorized into 2; Focus cost leadership which focus on low cost solution in narrow market and Focus differentiation provide customised product or service to niche market [16]. Market penetration and market development can be use when applying focus strategies [9]. Focus strategies beneficial when competitors are not able to support on unique requirement of certain group of customer. Organisation which pursuing this strategies include IKEA (Furniture), Ferrari (Automotive) and Federal Express (logistic) 2.3.1. Focus Cost Leadership Strategy IKEA is the Swedish global furniture company that applied focus cost leadership strategy in their business strategy. IKEA offering wide range of home furnish product with low price so that many people can afford to purchase. In order to achieve the strategy, IKEA apply below concept: 2.3.1.1. Design and develop base on price In order to keep competitive price, IKEA design and develop product base on price. The price is â€Å"fix† even before the product is launch. The designer will have to work directly with supplier to ensure meeting low cost by optimised productivity, material efficiency and process improvement [17]. 2.3.1.2. Reduce logistic, handling and operating cost In order to reduce logistic, handling and operating cost, IKEA designer always consider flat-pack transportation and self-assembly during design and development phase. Flat-pack furniture is often delivered in multiple sub assemblies together with simple instruction manual and required customer to perform self assembly. This modular concept is able to save transportation, handling and operating cost. For example, assembled furniture tends to be more bulky and is more expensive to store in warehouse and transportation. Besides, that, IKEA is able to save operating cost by reduce one â€Å"Assembly† process in production . 2.3.1.3. Self-Service in IKEA Store In order t keep the operating cost low and reduce the needs of sales assistance, IKEA design the flow of store layout and display the product effectively by using â€Å"actual room† concept. For example, sofa is placed in â€Å"living room† section and bed is placed in â€Å"Bed Room† section. All the furniture is clearly labelled and useful information like dimension is easily located in the display product [17]. 2.3.2. Focus Differentiate strategy Ferrari is applying focus differentiate strategy by develop high performance car within automotive industry. Ferrari focus on high end consumer compare with other automotive competitors like Honda, Toyota or Ford which target more broad customer. Below is the strategy for Ferrari: 2.3.2.1. New Way of Purchase Car Ferrari compete created innovative approach by introduce new way of purchase car â€Å"Premium Ownership Program† to serve its target customer. This program include insurance, maintenance, warranty , Ferrari tailored made driving course and pit stop service which provide the customer â€Å"mind free† after owning and driving Ferrari car [18]. 2.3.2.2. Innovative Technology Ferrari developed own software to meet customer service expectation such as rapid response times, up to date database and personalise customer service. One of the latest features such as, the customer can view the look of the vehicle and change the preference in â€Å"Service configurator system† even in pre-order stage [19]. 2.3.2.3. Best Dealer Ferrari believes choosing the right strategic partner or dealer is the right way to serve the customer. In order to motivate the dealer, Ferrari created prestigious award Podio Awards for supplier or business partner recognition. 2.4. Stuck in the middle or Hybrid Strategies Porter does not recommend â€Å"Stuck in the middle† or Hybrid strategies if the company want to achieve above average performance in the industry. Company must choose either one of the strategy in the Porters Generic strategy. He claimed that it is difficult for a company to strategies the business to produce low cost product but still remain unique perceived by customer [8]. However, Rodney Goon argues on Porters theory and commented some of the company such as Singapore Airline (SIA) are able to success using â€Å"Hybrid strategy†. Figure 12 shows business strategy applied by SIA which plotted by Rodney [21]. Singapore Airline have been awarded 2nd place in World Top Airline in 2010 by Skytrax in Hamburg [22]. Figure 13 shows main operating cost for SIA. Top 3 costs consist of Fuel, Aircraft and People [23]. In order to achieve competitive advantages, SIA apply below approach: 2.4.1. Become Market Leader Differentiation Strategy SIA founded in 1972 started as small airline company and now evolve become the world trend leading company for Airline industry. SIA become market leader by setting trend started since 1970s when introducing headsets, drink and choice of meals in Economy Class. Figure 14 shows overview on SIA trend setting for more than 39 years in the industry. In 1991, SIA introduce satellite- based telephone to enable passenger to call to ground during flying. In 1998, in order to improve the quality and standard of in-flight meal, SIA formed International Culinary Panel which involves renowned chef from all over the world. By doing this, the passengers are able to enjoy world class cuisine even during travelling. In order to improve customer service satisfaction, SIA introduce in-flight entertainment system named Krisworld which include Audio and Video system. Passenger can watch movie, listen to music and playing game during flying. In 2004, SIA reach another milestone by flying world longest non-stop flight from Singapore to New York (Newark). In 2007, SIA flying new Airbus design A380 which is world largest passenger Aircraft from Singapore to Sydney . 2.4.2. Brand â€Å"Singapore Girl† Differentiation Strategy SIA successfully improve its service compare with others competitors by creating unique iconic image for SIAs air stewardess as â€Å"Singapore Girl† and promote â€Å"Youre a great way to fly† started in 1972. This iconic brand is famous of caring, elegant and good looking girl whom will provide good service for the passenger during on board the plane. â€Å"Singapore Girl† has continuously won many awards in Airline and Travel Industry over the years . 2.4.3. Low Cost -Cost Leadership Strategy â€Å"Everything behind The Scenes Is subject To Rigorous Control† quoted by Rodney . SIA spend heavily on the area that customer can be seen as discussed above in order to remain premium in the industry but cutting cost for area that behind the scene in order to remain cost compatible. Total cost for Singapore airline is about 14.2% is the lowest in the market compare with other competitors like American Airline which labor cost is approximately 31% of total operating expense . Other than that, average price per aircraft purchase is less than other airline provider. This is due to SIA is the market leader in trendsetting and always working with aircraft builder like Airbus when there is new product launching. First purchase in world for A380 allowed SIA command a better purchase price. Q3: What are the major advantages and disadvantages of an integrative strategy? 3. Integrative strategy Organisation is able to gain competitive advantages by using integrative strategy. Integrative strategy can be categorized as vertical, backward, forward and horizontal integration. There are advantages and disadvantages when applying each concept and detail discuss as below: 3.1. Vertical Integration Vertical integration is business strategies which expand its business either through gaining control over company that distribute or selling its product (Forward integration) or taking control over company that provide the raw material for finish goods (Backward Integration). Figure 15 illustrate 4 typical stages for value added chain in PC industry (27). Example for Dell or Hewlett Packard, in order to produce a personal computer, assembly components such as chips, microprocessor and disk drive etc is needed from others manufacturing company (Intel/ Micron). Similarly, component parts manufacturing needs raw material like chemical, metal and ceramic to manufacture the component. Kyocera is one of the suppliers for those materials. Backward integration strategy in this case is trying to taking control over components parts manufacturing and raw material supplier. Whereas for forward integration strategy, PC maker try to gains control over the company that selling or distribute the final product such as OfficeMax and ComUSA [27] This company provide platform to reach end user. 3.2. Forward Integration Forward integration strategy involves increase ownership or control over retailers or distributor and illustrates in Figure 16. One of the effective mean of forward integration is through Franchising [9]. Approximate $2 trillion revenue created annually through franchising business every year globally. This equal to 4th largest Gross National Product in the world [28]. Advantages and disadvantages as discuss below: Advantages: Getting understanding customer better One of the companies using forward integration strategy successfully is Dell. Dell founded in 1984 by Michael Dell with one direction â€Å"selling final products to customer directly† [29]. By doing this, company able to reach end user and getting feedback instantly through companys distributor and retailer without filtering. Low development and training cost By introduce franchising; the company are able to reduce development and training cost. Franchisor will provide training, equipment and product to franchisee. This in order to skip the â€Å"trial error† phase for franchisee and able to help franchisee generate profit with less risk. Example companies like Subway, McDonalds and 7-eleven. Provide better services Company can provide better services through its own controlled network and services. Provide lower cost of sales In order to compete in this competitive world, price of the end product is always one of the critical successful factors for the company. Dell is using this strategy to reduce price bypassing third party involvement such as retailers etc. No mark up from other company in the finished goods Disadvantages: Increase bureaucratic cost Expanding business forward which also means that increase bureaucratic cost for whole value- added chain activities. Due to uncertain demand in current market, it will post some risk to the company Increase Inventory Getting control over distributors or retailer, indirectly manufacturer may have to manage whole product cycle inventory include end products. Company may incurred higher inventory cost if wrongly manage 3.3. Backward Integration Manufacturer need supplier provide raw material in order to produce its end products or service. Backward integration allowed company gain control toward supplier as shown in Figure 16. Advantages and disadvantages as discuss below: Advantages: Getting better quality control Company are able to apply standard quality plan throughout the value chain. This is especially important when dealing with sophisticated components such as crankshaft, piston and turbocharger for engine. By improving the quality of this critical component will increase competitive advantages among the rivals Reduce threat from powerful vendors By increasing control over the vendors, it will reduce threat from powerful vendors. Optimized supply chain â€Å"Keeping track of so many suppliers is onerous† says Mark Shimelonis of Xerox [9]. Nowadays, a number of companies following Japanese firms lead in managing the supply chain to ensure uninterrupted supplies and low prices. Lower structure cost Outsourcing is one of the examples of the backward strategy. Outsourcing strategy will able to reduce cost when company engaging third party specialist that performing charging lower than company own operate value-chain activity. Cummins outsource IT support to India Company and panel design to CMR or Auto Maskin to keep the company structure cost lower. Nike outsourcing its manufacturing plant in China due to lower labor cost [27]. Disadvantages: Technology change Technology change is inevitable in current competitive market. But backward vertical integration may lock a company â€Å"way of doing business† and prevent organisation changes due to technology change. One of the examples is when radio manufacturer acquired a manufacturer of vacuum tube in 1950s to reduce production cost. When, transistors replace vacuum tube in 1960s, the competitor rapidly change to latest technology. However for this radio manufacturer company, the management refuse to change and as the result, lost in the competitive advantages and cause business failure. Thus, backward integration can cause serious disadvantages when trying to match rapid technology change [27] Risk of information loss Increase control over the supplier which mean also potentially important information flow to the supplier. For example, Cummins need to provide important parameter and interfacing information in the engine control module to backward supplier like CMR and Auto Maskin in order to joints develop the engine protection panel. Technical drawing will be shared among backward supplier and manufacturer. Potential high cost Less supplier competition will lead to less efficiencies when produce a product. The backward support company will work in the â€Å"comfort zone† and less initiative. The manufacturer is â€Å"forced† to get the input from â€Å"internal supplier† even there will be some others external supplier can produce lower cost .As the result will cause potentially higher production cost . 3.4. Horizontal Integration Horizontal integration refers to company that use â€Å"single industry strategy† and seeking control over competitor in same market. A number of the company apply this concept as growth strategy. Merger and acquisition allowed the company to expand its core business and technical capabi Strategies to Sustain Competitive Advantage Strategies to Sustain Competitive Advantage Q1: Using an appropriate model, evaluate the business model of a company of your choice, describing how the company differentiates itself from its competitors and sustain competitive advantage. 1. Executive Summary Cummins started off as diesel engine manufacturing company since 1919 and now growing as â€Å"power† leader in the world. Cummins expand network through company- owned distributor, independent distributor and dealer to serve customer globally. In 2009, Cummins reported net income of $428 million in $10.8 billion of sales [1]. Cummins have been diversifying its business to broad range of products from power generation, filtration technology, turbo technology, fuel system, emission controls and air handling [2]. Due to external pressure and growing market in Asia, Cummins recently setup Centre of Excellent in Singapore focus more on Marine and Offshore market. In this post module assignment, competitive strategy will only focus on Cumminss marine and offshore business. In this PMA, the value curve is based on own industry experiences assumption. However, analysis on financial will based overall Cummins business listed in stock market which named â€Å"CMI†. 1.1. Vision Statement â€Å"Making peoples lives better by unleashing the Power of Cummins† [3]. Cummins believe in by developing new technology will lead to better living for the people. 1.2. Mission Statement Cummins mission statement as quoted below [3] â€Å"Motivating people to act like owners working together† â€Å"Exceeding customer expectations by always being first to market the best products† â€Å"Partnering with our customers to make sure that they succeed† â€Å"Demanding that everything we do leads to a cleaner, healthier, safer environment† â€Å"Creating wealth for all stakeholders.† 1.3. Cummins compare with Industrial leader Figure 1 Financial Analysis CMI Vs Industry Leader [4] Figure 1 shows overview financial analysis of Cummins (CMI) compare within industry leader [4]. Cummins rank 35 among 379 diversified machinery industries in industrial goods sector for market capitalisation. Cummins stock values increase more than triple over the past 3 years and promise future growth with its business strategy [4]. 1.4. Ocean Strategy Ocean strategy has been introduced by W.C. Kim and R Mauborge since 2004. Starting then, this strategy is adopted and implemented successfully in various organisations globally. Recently, Malaysias Prime Minister Datuk Seri Najib Razak shared his experience on Ocean Strategy when dealing with increasing crime in the country [5]. He is using Blue Ocean Strategy as management tools in order to promote thinking out of the box. Key successful activities such as leveraged untapped resources when replaced police with soldier doing patrolling around countrys border and conduct training for new police force in the underutilised army facilities. This initiative save a lot of money from government and promote cross functioning role among government agency [5]. The principle of the ocean strategy is treating market as universe. There are two oceans available in the universe named Red Ocean and Blue Ocean. Red Ocean defined as known competition. In this Ocean, product is already well defined and competitors only able to compete with price [6] .Customer expectation on the product almost generic and not much technology can be developing in this area. For diesel engine in marine and offshore market, the competitors for Cummins include Caterpillar, MTU and Mitsubishi. How Cummins can break trough become market leaders? Cummins apply Blue Ocean Strategy when dealing with its business. Blue Ocean Strategy defines as untapped market which no competition and industries that do not exist at this point of time [6]. This in return will resulting higher profit compare with conventional approach. This clearly shows in W.C. Kim and R Mauborge studys on business launches in 108 companies. They summarize revenue and profit impact of business launches shows in Figure 2. In this study, 86% business launches within own boundaries (Red Oceans) and 14% business launches looking for new opportunities (Blue Oceans) [6]. Red Oceans approach focus on existing customer by improving their product and study shows that this resulted 62% on total revenue and 39% on total profit. In contrast, 14% of the businesses launches by creating blue oceans can bring in higher return which about 61% of the total profit [6]. Cummins spend heavily on research and development for past 5 years as shown in Figure 3. In 2010 alone, Cummins invest 414million in new technology development [2]. One of recent Blue Oceans initiatives is setting Marine and Offshore Centre of Excellent in Singapore. This business focus on the â€Å"Packaging† instead of selling conventional type of â€Å"bare diesel engine† like other competitor such as CAT, MTU and Mitsubishi. Figure 4 shows pictorial view on the value added components into bare diesel engine 1.5. Strategy Canvas Figure 5 shows strategy canvas of the marine and offshore diesel engine. X-axis represents critical success factors of the markets competition and Y-axis correspond to values perceived by marine and offshore customer. Marine and offshore is a mature and establish market. Engine makers always compete with price, image, brand, delivery, product performance and service availability. Cummins performs averagely in critical successful factors. However, in order to compete in the competitive market, Cummins break through conventional way by creating new team to focus on product value added specifically for marine and offshore customer. Cummins applied Blue Ocean strategy. Figure 6 shows Red Ocean strategy from others diesel engine maker and Blue Ocean strategy from Cummins. Q2: Using either Porters generic strategies or the Strategy Clock, identify examples of organizations following strategies of differentiation, low cost or low price, and stuck-in-the middle or hybrid. How successful are these strategies. 2. Porters 5 forces generic Strategies â€Å"Using the five forces framework, creative strategists may be able to spot an industry with a good future before this good futureis reflected in the prices of acquisition candidates† Michael Porter [7]. Porters five forces: Threat of New Entrants: Analyse potential new comer to market is important to understand potential future competitors Bargaining Power of Buyers: Buyers is the party that create demand for industry, understand buyers requirement will help to maintain competitive advantages. For example, bargaining power of buyers is high if product is standard. Threat of substitute products or service: Buyers always look for alternative or cheapest way to get products or service. Substitute product can bring the overall industry price lower Bargaining Power of Supplier: Supplier supply raw material or service to manufacturer. Bargaining power of supplier is high when to many buyer and less supplier in the market Rivalry among existing competitors: Current fast moving industry, its important understand the strategy of existing competitors. Example: How competitor gain competitive advantages or product differentiation. Porters 5 Forces allowed the company undertand and analyse own industry struture and futher help the management to decide on companys strategy. According to Porter, organisation is able to gain competitive advantanges by strategies the company using one of the â€Å"Porters Generic Strategies† as shown in Figure 8; 1) Cost Leadership, 2) Differentiation, 3) Focus [8]. 2.1. Cost Leadership Strategies Cost leadership strategies emphasize on low cost in company strategies. Company will offer low per-unit cost product or service to customer that sensitive to price. In order to become low cost provider, company can practise integration strategies (backward, forward and horizontal). There are few factors that will affect the strategies include economies of scale, learning curve, productivity, company structure, relationship with supplier and quality control. Several example organizations that practice this are Wal-Mart (general merchandiser), Air Asia (budget Airline) and Macdonalds (Fast Food) [9]. In this PMA, I will use Air Asia as example to study its business model and look into company successful factor. Air Asia strategy as illustrate in Figure 9, the company mission is to continue to be the markets carrier low cost provider. In order to compete with other aircraft carrier and achieve company vision for â€Å"Lowest cost airline†, Air Asia implement a few strategy to reduce operation cost. Strategy implemented as per below: 2.1.1. Keep operation cost low- NO frills In order to compete in this competitive market, Air Asia able to keep operational cost low by implementing few â€Å"NO†s in the strategy [10]: NO meal: No food or drinks will be provided free in the in-flight service. NO frequent flyer program: NO Membership or rewarding program which commonly used for others airline like Kris flyer for Singapore Airline and Skymiles for Delta airline. NO Seat assignment Ticket: In order to keep administrative cost low NO Entertainment: NO news paper and entertainment system such as movie, games and music. No ticket : Ticketless replaced conventional type printed ticket No waiting lounge: NO lounge provide in the airport 2.1.2. Single air craft fleet In order to streamline the operation, Air Asia phasing out its 14 Boeing B737 in 2010 and replace by only operate single air craft which is A320. Few advantages of using single aircraft as stated below Keep inventory cost low Saving cost in service and maintenance such as keeping same model of spares parts. No duplicated resource due to difference Air Craft experience needed Reduce time and training cost due to only one model. This allowed the company avoid going to through the expensive â€Å"learning curve† process and also may dissatisfied demanding customer. Michael and Nikos study on the organisation learning curves for customer dissatisfaction across airlines. They plotted estimate U-Shaped learning curve as show in Figure 10 and show evident that complaint rates followed U-shaped function of experience Able to increase fuel efficiency and improve productivity 2.1.3. Simplified distribution system Air Asia design simple user friendly system for customer to book and check- in their ticket. Customers are able to check in using own mobile as shown in Figure 11. This ticketless system is able to reduce waiting time for customer queuing to check- in at the airport counter. 2.1.4. Point to point network (≠¤ 4 hrs) All Air Asia flight is running by point to point network within 4 hours radius or less as its business model. This model only carry passenger from point A to point B without any connecting flight. This in order to keep operation cost simple in order to reduce costs [10]. 2.1.5. Optimum Aircraft Utilization Another way to keep operating cost low and maximizes profit, Air Asia increase productivity by optimise flight utilisation. Air Asia is the fastest in the region by achieving 25 minute turnaround time. Air Asia is able to achieve equal or more than 75% for last 5 years on the load factor. Once, Air Asia achieve close to 100% load factor for Bali Perth route. Load factor is defined by AirAsia as â€Å"numbers of passengers as a percentage of number of seats flown† [10]. On top of that, Air Asia applies â€Å"Tier based† system for ticketing which depend on supply and demand. When demand is low, the price is low. When demand is high the ticket price will also go high. This system is efficient especially during low season allowed Air Asia maintain the reasonable high percent load factor, 2.2. Differentiate Strategies Differentiation strategies offer service or product which unique perceived by customer. Differentiation strategies do not guarantee good payback especially current standard product offered in the industry is more than enough to meet customer expectation. There will a risk on implementing this strategy and need to study carefully on customer requirement before implementing. Product value added, extra servicing, products flexibility and better compatibility are some of the features that can create differentiate in the industry. Cost is not an issue in this strategy; hence company can demand higher price if customer strongly attached to offered differentiation features. Typical move in this strategy is product development. Organisations that apply these strategies include Apple (Lifestyle product), Raul Lauren (Apparel) and Maytag (Home appliance) Apple is applying differentiate strategies compare with other competitors in the industry by selling lifestyle product instead of conventional electronic gadget. In first 6 months of 2011, Apple spends 1.2 billion in research and development. This is about 40% increase compare with 2010 [13]. One of the successful examples when Apple launches iPad during 2010 and Steve Jobs defined iPad as â€Å"entirely new category of mobile devices†. Apple sold more than 15 million units worldwide after launching [14]. 2.2.1. Innovative and creativity product Apple is a â€Å"trend leading† company in the market. The company famous in creating innovative products and able to capture a significant market share after launching new products. Apple spends heavily in research and development because the company believe RD are critical for future growth and are able to create competitive advantages 2.2.2. Wide range of software and applications Apple created another successful platform for customer to download software and application. Traditional, example like phone, other competitor just focus on few simple features which only contains game, photography function, movie and some basic feature. By introducing new approach, Apple created â€Å"The App Store†. Now â€Å"The App Store† has more than 350,000 apps available for iPhone, iPad and iPod touch globally. The apps offered wide range of application from games, entertainment, utilities, social networking, music and others. In Jan 2011, Apple announces that more than 10 billion apps have been downloaded . 2.2.3. Apple store Unlike others competitors store which only focus on products price and feature, Apple differentiate by giving customer different shopping experience in the store. Apple design Apples retail store to give the patrons good impression of stylish, clean, fashion and stream-lined. The product like i Phone, iTunes and etc will placing in a place that customer can try out the features and application. 2.2.4. Provide good service and maintenance Apple provides good service respond compare with others competitors like Samsung and Nokia. In Singapore, Apple provides one to one exchange for i Phone if there is defect and still under warranty. This is different from some of the competitors, depend on the level of repair, some will take about 2 to 3 weeks. This will create some issue for some consumer that only has one hand phone. 2.3. Focus Strategies Focus strategies offers product or service to fulfil the requirement for targeted groups of customer in the industry [9]. Focus strategies can be categorized into 2; Focus cost leadership which focus on low cost solution in narrow market and Focus differentiation provide customised product or service to niche market [16]. Market penetration and market development can be use when applying focus strategies [9]. Focus strategies beneficial when competitors are not able to support on unique requirement of certain group of customer. Organisation which pursuing this strategies include IKEA (Furniture), Ferrari (Automotive) and Federal Express (logistic) 2.3.1. Focus Cost Leadership Strategy IKEA is the Swedish global furniture company that applied focus cost leadership strategy in their business strategy. IKEA offering wide range of home furnish product with low price so that many people can afford to purchase. In order to achieve the strategy, IKEA apply below concept: 2.3.1.1. Design and develop base on price In order to keep competitive price, IKEA design and develop product base on price. The price is â€Å"fix† even before the product is launch. The designer will have to work directly with supplier to ensure meeting low cost by optimised productivity, material efficiency and process improvement [17]. 2.3.1.2. Reduce logistic, handling and operating cost In order to reduce logistic, handling and operating cost, IKEA designer always consider flat-pack transportation and self-assembly during design and development phase. Flat-pack furniture is often delivered in multiple sub assemblies together with simple instruction manual and required customer to perform self assembly. This modular concept is able to save transportation, handling and operating cost. For example, assembled furniture tends to be more bulky and is more expensive to store in warehouse and transportation. Besides, that, IKEA is able to save operating cost by reduce one â€Å"Assembly† process in production . 2.3.1.3. Self-Service in IKEA Store In order t keep the operating cost low and reduce the needs of sales assistance, IKEA design the flow of store layout and display the product effectively by using â€Å"actual room† concept. For example, sofa is placed in â€Å"living room† section and bed is placed in â€Å"Bed Room† section. All the furniture is clearly labelled and useful information like dimension is easily located in the display product [17]. 2.3.2. Focus Differentiate strategy Ferrari is applying focus differentiate strategy by develop high performance car within automotive industry. Ferrari focus on high end consumer compare with other automotive competitors like Honda, Toyota or Ford which target more broad customer. Below is the strategy for Ferrari: 2.3.2.1. New Way of Purchase Car Ferrari compete created innovative approach by introduce new way of purchase car â€Å"Premium Ownership Program† to serve its target customer. This program include insurance, maintenance, warranty , Ferrari tailored made driving course and pit stop service which provide the customer â€Å"mind free† after owning and driving Ferrari car [18]. 2.3.2.2. Innovative Technology Ferrari developed own software to meet customer service expectation such as rapid response times, up to date database and personalise customer service. One of the latest features such as, the customer can view the look of the vehicle and change the preference in â€Å"Service configurator system† even in pre-order stage [19]. 2.3.2.3. Best Dealer Ferrari believes choosing the right strategic partner or dealer is the right way to serve the customer. In order to motivate the dealer, Ferrari created prestigious award Podio Awards for supplier or business partner recognition. 2.4. Stuck in the middle or Hybrid Strategies Porter does not recommend â€Å"Stuck in the middle† or Hybrid strategies if the company want to achieve above average performance in the industry. Company must choose either one of the strategy in the Porters Generic strategy. He claimed that it is difficult for a company to strategies the business to produce low cost product but still remain unique perceived by customer [8]. However, Rodney Goon argues on Porters theory and commented some of the company such as Singapore Airline (SIA) are able to success using â€Å"Hybrid strategy†. Figure 12 shows business strategy applied by SIA which plotted by Rodney [21]. Singapore Airline have been awarded 2nd place in World Top Airline in 2010 by Skytrax in Hamburg [22]. Figure 13 shows main operating cost for SIA. Top 3 costs consist of Fuel, Aircraft and People [23]. In order to achieve competitive advantages, SIA apply below approach: 2.4.1. Become Market Leader Differentiation Strategy SIA founded in 1972 started as small airline company and now evolve become the world trend leading company for Airline industry. SIA become market leader by setting trend started since 1970s when introducing headsets, drink and choice of meals in Economy Class. Figure 14 shows overview on SIA trend setting for more than 39 years in the industry. In 1991, SIA introduce satellite- based telephone to enable passenger to call to ground during flying. In 1998, in order to improve the quality and standard of in-flight meal, SIA formed International Culinary Panel which involves renowned chef from all over the world. By doing this, the passengers are able to enjoy world class cuisine even during travelling. In order to improve customer service satisfaction, SIA introduce in-flight entertainment system named Krisworld which include Audio and Video system. Passenger can watch movie, listen to music and playing game during flying. In 2004, SIA reach another milestone by flying world longest non-stop flight from Singapore to New York (Newark). In 2007, SIA flying new Airbus design A380 which is world largest passenger Aircraft from Singapore to Sydney . 2.4.2. Brand â€Å"Singapore Girl† Differentiation Strategy SIA successfully improve its service compare with others competitors by creating unique iconic image for SIAs air stewardess as â€Å"Singapore Girl† and promote â€Å"Youre a great way to fly† started in 1972. This iconic brand is famous of caring, elegant and good looking girl whom will provide good service for the passenger during on board the plane. â€Å"Singapore Girl† has continuously won many awards in Airline and Travel Industry over the years . 2.4.3. Low Cost -Cost Leadership Strategy â€Å"Everything behind The Scenes Is subject To Rigorous Control† quoted by Rodney . SIA spend heavily on the area that customer can be seen as discussed above in order to remain premium in the industry but cutting cost for area that behind the scene in order to remain cost compatible. Total cost for Singapore airline is about 14.2% is the lowest in the market compare with other competitors like American Airline which labor cost is approximately 31% of total operating expense . Other than that, average price per aircraft purchase is less than other airline provider. This is due to SIA is the market leader in trendsetting and always working with aircraft builder like Airbus when there is new product launching. First purchase in world for A380 allowed SIA command a better purchase price. Q3: What are the major advantages and disadvantages of an integrative strategy? 3. Integrative strategy Organisation is able to gain competitive advantages by using integrative strategy. Integrative strategy can be categorized as vertical, backward, forward and horizontal integration. There are advantages and disadvantages when applying each concept and detail discuss as below: 3.1. Vertical Integration Vertical integration is business strategies which expand its business either through gaining control over company that distribute or selling its product (Forward integration) or taking control over company that provide the raw material for finish goods (Backward Integration). Figure 15 illustrate 4 typical stages for value added chain in PC industry (27). Example for Dell or Hewlett Packard, in order to produce a personal computer, assembly components such as chips, microprocessor and disk drive etc is needed from others manufacturing company (Intel/ Micron). Similarly, component parts manufacturing needs raw material like chemical, metal and ceramic to manufacture the component. Kyocera is one of the suppliers for those materials. Backward integration strategy in this case is trying to taking control over components parts manufacturing and raw material supplier. Whereas for forward integration strategy, PC maker try to gains control over the company that selling or distribute the final product such as OfficeMax and ComUSA [27] This company provide platform to reach end user. 3.2. Forward Integration Forward integration strategy involves increase ownership or control over retailers or distributor and illustrates in Figure 16. One of the effective mean of forward integration is through Franchising [9]. Approximate $2 trillion revenue created annually through franchising business every year globally. This equal to 4th largest Gross National Product in the world [28]. Advantages and disadvantages as discuss below: Advantages: Getting understanding customer better One of the companies using forward integration strategy successfully is Dell. Dell founded in 1984 by Michael Dell with one direction â€Å"selling final products to customer directly† [29]. By doing this, company able to reach end user and getting feedback instantly through companys distributor and retailer without filtering. Low development and training cost By introduce franchising; the company are able to reduce development and training cost. Franchisor will provide training, equipment and product to franchisee. This in order to skip the â€Å"trial error† phase for franchisee and able to help franchisee generate profit with less risk. Example companies like Subway, McDonalds and 7-eleven. Provide better services Company can provide better services through its own controlled network and services. Provide lower cost of sales In order to compete in this competitive world, price of the end product is always one of the critical successful factors for the company. Dell is using this strategy to reduce price bypassing third party involvement such as retailers etc. No mark up from other company in the finished goods Disadvantages: Increase bureaucratic cost Expanding business forward which also means that increase bureaucratic cost for whole value- added chain activities. Due to uncertain demand in current market, it will post some risk to the company Increase Inventory Getting control over distributors or retailer, indirectly manufacturer may have to manage whole product cycle inventory include end products. Company may incurred higher inventory cost if wrongly manage 3.3. Backward Integration Manufacturer need supplier provide raw material in order to produce its end products or service. Backward integration allowed company gain control toward supplier as shown in Figure 16. Advantages and disadvantages as discuss below: Advantages: Getting better quality control Company are able to apply standard quality plan throughout the value chain. This is especially important when dealing with sophisticated components such as crankshaft, piston and turbocharger for engine. By improving the quality of this critical component will increase competitive advantages among the rivals Reduce threat from powerful vendors By increasing control over the vendors, it will reduce threat from powerful vendors. Optimized supply chain â€Å"Keeping track of so many suppliers is onerous† says Mark Shimelonis of Xerox [9]. Nowadays, a number of companies following Japanese firms lead in managing the supply chain to ensure uninterrupted supplies and low prices. Lower structure cost Outsourcing is one of the examples of the backward strategy. Outsourcing strategy will able to reduce cost when company engaging third party specialist that performing charging lower than company own operate value-chain activity. Cummins outsource IT support to India Company and panel design to CMR or Auto Maskin to keep the company structure cost lower. Nike outsourcing its manufacturing plant in China due to lower labor cost [27]. Disadvantages: Technology change Technology change is inevitable in current competitive market. But backward vertical integration may lock a company â€Å"way of doing business† and prevent organisation changes due to technology change. One of the examples is when radio manufacturer acquired a manufacturer of vacuum tube in 1950s to reduce production cost. When, transistors replace vacuum tube in 1960s, the competitor rapidly change to latest technology. However for this radio manufacturer company, the management refuse to change and as the result, lost in the competitive advantages and cause business failure. Thus, backward integration can cause serious disadvantages when trying to match rapid technology change [27] Risk of information loss Increase control over the supplier which mean also potentially important information flow to the supplier. For example, Cummins need to provide important parameter and interfacing information in the engine control module to backward supplier like CMR and Auto Maskin in order to joints develop the engine protection panel. Technical drawing will be shared among backward supplier and manufacturer. Potential high cost Less supplier competition will lead to less efficiencies when produce a product. The backward support company will work in the â€Å"comfort zone† and less initiative. The manufacturer is â€Å"forced† to get the input from â€Å"internal supplier† even there will be some others external supplier can produce lower cost .As the result will cause potentially higher production cost . 3.4. Horizontal Integration Horizontal integration refers to company that use â€Å"single industry strategy† and seeking control over competitor in same market. A number of the company apply this concept as growth strategy. Merger and acquisition allowed the company to expand its core business and technical capabi