Feasibility of Telehealth Essay Example for Free

Feasibility of Telehealth Essay Health is a vital aspect of life, which is why it is important to have an access to different health care services. The world’s population is rising radically every year; thus, the demand for quality health care services also increases. With the application of modern technology the health system has been able to accommodate this demand in many countries through the implementation of Telehealth. In Canada, accessibility and distribution of health care services is influenced by aspects like large landmass, population concentration and economy and (Sevean, et. al., 2008). The feasibility of Telehealth as an instrument for delivering health care services in Canada will be discussed in this paper, focusing on four key themes: service to rural areas, cost effectiveness, responsiveness and ease of access that will be tackled consecutively. The first paragraph after the introduction aims to give an overview on what and how Telehealth works in Canada. Central to the arguments presented in this paper is the pros of using Telehealth by means of telecommunication technologies as a substitute to the actual patient-to-health care provider interaction. Telehealth is defined by Health Canada (2000) as â€Å"the application of telecommunications and information technology to the delivery of health care and health-related services and information over large and small distances†. It is basically divided into two distinct parts: the technology being used and the persons (patient or health care provider) (Thede, 2001, para. 2). Telehealth according to Prinz, Cramer, and Englund uses four modes of telecommunication: voice-only or telephone, video images or exchange of information through digital pictures, and virtual contract or video conferencing (Background section, para. 4). Included in the Telehealth Ontario service is a contact number that you can Canadians can call 24 hours a day seven days a week. In consulting the health care provider through phone, once on the line, the health care provider, usually registered nurse, will asks the person on the other line to describe his or her health concern, the nurse will then evaluate the person’s condition and will help him or her to determine the best option available for him or her; whether to go see a doctor, admit himself or herself in an emergency room, the nurse can also advise self-care (Ontario Ministry of Health and Long-term Care, 2009). Telehealth has already been incorporated in almost every medical field like Pediatrics, Psychiatry, Cardiology, Radiology and Oncology providing accuracy and more services to people. Telehealth aims to elevate the serviceability of health system by providing access for people who has a health concern anytime of any day anywhere. Telehealth provides better health service for people living in the rural areas. Canada has a large landmass with bodies of water surrounding it. The population is not equally distributed, most Canadians live in urban areas, and some smaller communities are located at rural areas and the Aboriginals mostly live in small isolated areas. In the study they conducted in 2008, Sevean, Dampier, Spadoni, Strickland and, Pilatzke found out that Canadians who live in smaller isolated community do not have an access to a quality health care because even though Canada has an excellent health services most of these health services centered on the urban areas and that is a lso why most health care professionals favor working on urban areas resulting to a shortage of health care professionals in the rural areas. In addition, specific services might only be available to large hospitals that are mostly located on big cities, forcing people in isolated communities to travel miles by land, water or air to get the medical help they need. Most road conditions in the rural areas are undeveloped increasing their inconvenience. Also, weather condition is also a great consideration in accessing health care, air and sea travel is usually cancelled during storms most roads are also inaccessible when there is a strong downpour of snow. Unavailability of help during emergencies results in fatality especially in the northern Aboriginal communities (Sevean et. al, 2008). By improving the access of health care for rural access it also decreases the mortality rate. Telehealth is designed to reduce the cost associated with the delivery of health care without compromising on the quality. Treatments and medications can be costly depending on the type and intervals plus the extra inconvenience associated with it such as travelling costs, hospital accommodations, stress, and physical limitations (Sevean et al., 2008). Included in the patient’s bill in the hospital is the room accommodation, the longer they stay at the hospital the more they have to pay. Through Telehealth, patients who underwent surgeries or had suffered illnesses have the option to check-out early and continue the recovery in their own homes; thus, lessening the costs of their hospitalization. As mentioned earlier, people who live in small isolated communities have to travel kilometers to miles in order for them to meet with their health practitioner on the cities to get medical attention or follow-up from post-recovery, through telehealth they are able to save on transportation, gas mileage and other extra expenses like parking fee. Moreover, Saqui et al, (2011) argued that telehealth consultation decreases morbidity, prevent unnecessary suboptimal costly treatment, patient transfers and travelling cost when a change in the diagnosis and treatment plan occur (Discussion Section, para. 2) Through videoconferencing, Telehealth are able to give immediate diagnosis for a patient who needs urgent care (Saqui et al., 2011). A lot of effort is involve before a patient co uld meet with his or her doctor such as making an appointment, sorting his or her schedule and so on and so forth. By the time the person with health concern meets with his or her doctor the illness might already aggravated; consequently, the health care system through Telehealth provides a quicker and more efficient way on determining the type and seriousness of the patients and illness without leaving the comfort of their homes. By contacting Telehealth as soon as a person notices some irregularities in the person’s normal body functions that indicates that he may or may not be ill, enable that person who called to act immediately preventing the illness from advancing any further or on the other hand be reassured that there’s nothing to worry about. Furthermore, Telehealth also made the monitoring on recovering patients at their homes faster, the registered nurse in-charge of monitoring the patient can guide the patient in his recovery process through a streaming media. Any concerns that may arise in the recovery process can be solved a lot quicker, the patient can leave a message or phoned and the health care provider will respond to it as soon as possible stating the fact that Telehealth service is available 24 hours a day. Moscovice and Rosenblalt (2000) that the quality of health care cannot be measured by the morbidity and mortality rates, but by the ability of the health care provider to recognize and respond to their patient immediately. One thing that proves that Telehealth is feasible in improving the delivery of health-care is its acceptability. Although Telehealth is designed mostly to cater the health care needs of people living in the rural areas and isolated communities, according to Health Canada, Telehealth service has been extended to the impoverished, the socially disadvantaged, ‘the institutionalized’ and the urban and suburban households has been added recently. The Telehealth system is tailored to improve enhance the access of the clients and their families to the health system in regards to their location, gender, age and condition. Prinz et. al, identify age as a barrier that create health discrepancy because of the limited access to health care, ‘home bound status’ and issues on transportation which is why in older patients, a branch of Telehealth called Telemonitoring is being used to provide an immediate respond in case of emergency, to allow them to stay at their homes, to lessen the risk for accidents and ‘to delay the institutionalization ( Pruski and Knops, 2005). This branch of telehealth has been proven to improve the elder’s quality of life, making the task of the caregiver easier, and lessen the elder’s admission to the hospital. The high acceptability of Telehealth comes from its ability to provide maximum support not only for the patients but also for their families. The clients feel secured because they are in a familiar environment where their families could assist them. Moreover, Telehealth has been proven to lessen the stress involve in the health care process especially for the patients with disabilities because of the reduced waiting time, omitting the need for transportation. In 2005, 100 % of the respondents in the Pediatric Surgical Telehealth Clinics survey conducted by Miller and Levesque indicated that they are satisfied in the service of Telehealth and would recommend it to others (Sevean et. al, 2008). Conclusion The four key themes of Telehealth discussed above: service to rural areas, cost effectiveness, responsiveness, and ease of access and acceptability, and the description on how Telehealth works illustrate its feasibility in delivering the health care the clients need and the advantages of using Telehealth versus the traditional way of patient-to-health care practitioners. Telehealth provides better health care services in the rural areas and isolated communities, it also lessen the cost of access to health care by decreasing the need to travel and other expenses, in addition Telehealth also provides an immediate feedback to the client or patient that is important during emergency, therefore decreases mortality and morbidity rate and lastly, it is designed for various ages, gender, disease to provide an ease of access and acceptability. Telehealth In conclusion is a more efficient way of delivering care to people through the use of various modern technologies; its feasibility has been proven. The health of future and current generations depends on the availability and efficient delivery of health care. References Office of Health and the Information Highway, Health Canada. (March 2000). Evaluating Telehealth ‘Solutions’ A Review and Synthesis of the Telehealth Evaluation Literature. Retrieved from: http://www.hc-sc.gc.ca/hcs-sss/pubs/ehealth-esante/2000-tele- eval/index-eng.php Ontario Ministry of Health and Long-term Care. (2009). Telehealth Program.-Ministry Program-Public Information. Retrieved from: http://www.health.gov.on.ca/en/public/programs/telehealth/ Prinz, L., Cramer, M., Englund, A. (July-August 2008). Telehealth: A policy analysis for quality, impact on patient outcomes, and political feasibility. Nursing Outlook. 56(4), 152-158. Retrieved from: http://www.sciencedirect.com/science/article/pii/S0029655408000456 Saqui O, Chang A, McGonigle S, Purdy B, Fairholm L, Baun M, Yeung M, Rossos P, Allard J. (2007). Telehealth videoconferencing: Improving home parental nutrition parent care to rural areas of Ontario, Canada. Journal of Parenteral and Enteral Nutrition. 31(3), 234-239. Retrieved from: www.ncbi.nlm.nih.gov/pubmed/17463150 Sevean P, Dampier S, Spadoni M, Strickland S, Pilatzke S. (2009). Patients and families experiences with video telehealth in rural/remote communities in Northern Canada. Journal of Clinical Nursing. 18(1), 2573-2579. Retrieved from: http://www.ncbi.nlm.nih.gov/pubmed/19694885 Thede, Linda Q. (2001). Overview and Summary: Telehealth: Promise Or Peril?†. Online Journal of Issues in Nursing. 6(30). Retrieved from: www.nursingworld.org/MainMenuCategories/ANAMarketplace/ANAPeriodicals/OJIN/TableofContents/Volume62001/No3Sept01/TelehealthOverview.aspx Vincent, C., Reinharz, D., Deaudelin, I., Garcieau, M. (2005).Why some Health Care Professionals Adopt Telemonitoring and Others Not?. In Pruski, A. Knops, H (Eds.). Assistive Technology: From Virtuality to Reality. Amsterdam, Netherlands: IOS Press

The Issue Of The Kalabagh Dam Environmental Sciences Essay

The Issue Of The Kalabagh Dam Environmental Sciences Essay Pakistan has faced energy crisis problems from the start but they were very mild and were being dealt with very well. It was not until the 1990s that the problem of the energy crisis started to get serious due to the rise in the demand for it. Dams can be defined as fence which stops the water or upstream rivers. (http://en.wikipedia.org/wiki/dam) The main purpose of any dam is to keep hold of water. Dams can also be used to collect water or can be used in order to store water, in order to equally distribute between different areas. Hydropower is often used in union with dams, in order to generate electricity. Kalabagh is a small town in province Punjab located in Mianwali district. Kalabagh was the location which was proposed for building the Kalabagh dam, as this place is located on the western side of the river Indus. The main idea of Kalabagh dam was going on from decades but once again it was brought up by General Pervez Musharaf, but due to problems and conflicts raised between Punjab, Sindh, Khyber Pakhtunkhwa and Baluchistan; this issue has still not been worked upon. Out of all four provinces, Punjab is the only province which is favor of building the Kalabagh dam. And Punjab is the strongest of all four provinces, and has centralized government legislation. The other three provinces are completely against this decision and have passed undivided resolutions rejecting the project of building Kalabagh dam. This is because Baluchistan and Sindh would not benefit much from the Kalabagh project; instead they would suffer from even more water shortages. Baluchistan is not directly affected by the building of Kalabagh dam. However, the Sardarà ¢Ãƒ ¢Ã¢â‚¬Å¡Ã‚ ¬Ãƒ ¢Ã¢â‚¬Å¾Ã‚ ¢s of Baluchistan often says that the construction of Kalabagh dam is a way in which the province Punjab will rule over other small provinces. And because of these conflicts and disputes, the project is still not been finalized. The opposition groups, who are against the construction of Kalabagh dam, often say that this project will have very adverse impacts on the environment. Secondly, the construction site which is currently home for thousands and millions of people will become no more available for them. If we have to highlight the major cause of not building the dam, we can with no doubt blame the lack of trust between the Punjab government and the other three provinces. The other three provinces have this hatred for Punjab and this could be a result of over intervention of the Pakistan army, which comprises majority of Punjabis and Pathan, all over Pakistan, especially Sindh. Another reason for the hatred can be the ethno-nationalists that give rise to the anti-Punjabi sentiment amongst the public. If the Kalabagh dam project is constructed, then it would be able to have a live storage capacity of 6.1 million acre feet (MAF). This amount would make extensive contribution to boost the irrigation supplies. It will not only enhance the food irrigation for the new projects; but it will also increase the additional allotment decided by the provinces under the water apportionment accord (WAA) of 1991. Another major advantage of building kalabagh dam is that it will increase a huge amount of cheap hydropower to the national grid through its 2,400 mw (ultimate 3,600 mw) installed power. Building Kalabagh dam will also replace the storage previously lost by sedimentation in present reservoirs at Mangla, Chashma and Tarbela. The dam will provide further storage which can be helpful in achieving the present water shortages faced during early Kharif, i.e. the sowing period of April-June. It will also provide efficient directive of Indus River in order to meet the additional Kharif allocations of the provinces under Waa, 1991. Once the dam will be constructed, it will regulate and control the high flood rise in Indus; and will enable provision of tube well irrigations to the river rain area in the south. Lastly, talking about the advantages, while the construction process, 30,000 people will be employed during the construction and a large number of people will get jobs after the construction, as maintenance and operators. Thus, boosting Pakistanà ¢Ãƒ ¢Ã¢â‚¬Å¡Ã‚ ¬Ãƒ ¢Ã¢â‚¬Å¾Ã‚ ¢s GDP and moving Pakistan towards economic growth. If the dam is not constructed, than Pakistan will have to face even more severe crisis of high fuel prices. As the yearly energy generated at Kalabagh, if the dam is build would be equal to 20 million barrels of oil. If Pakistan imports this amount of fuel for thermal generation, than it would be additional burden on the economy. The federal government has taken some measures in order to overcome the load-shedding Pakistan is currently facing. And in order to do this, the government has signed agreement with international private sector of installing over 3,000 mw of thermal power over the next 4 years. This might help in overcoming the load-shedding. However, the power cost will increase drastically. As these private electricity companies are very expensive electricity producers. So, Kalabagh hydropower dam would be very cheap in comparison to keep the cost of electricity within affordability of the nation of Pakistan. Literature review The issue of Kalabagh is an immense issue which has resulted in conflicts and arguments between all the provinces of Pakistan. Some of the arguments against the building of the dam include negative environmental and social impacts. The Kalabagh dam has to face extensive examination and checking from the world dam commission. So, it is likely that these checks might slow down the construction of the Kalabagh dam. The oppositions to the dam often blame the low trustworthiness of government and its agencies, which includes both federal and provincial government for creating an information gap between the original debate of the Kalabagh dam and the discussions which are done by other parties on this issue. The parties in favor of the dam often argue that the construction of Kalabagh dam will help in meeting the urgent needs of cheap energy and cheap food supply for the speedily growing population. The government of Punjab is trying to construct a dam on a very large scale. This is done in order to generate 3,600 mw electric power, and store 6.1 MAF water. On the other hand, if this dam is constructed, it will have many adverse effects. The loss caused by constructing this dam will be loss of 182,000 acres of productive land. Other than this many people will be displaced from their homes. There is a whole set of reasons that goes against the building of the Kalabagh dam. The first reason is the absence of good governance. The project of Kalabagh dam has mostly faced a lack of governance. The people who are the decision makers of the whole project have to also deal with the society and their concerns. Due to the side effects that Kalabagh dam would have an alternative plan called the Tarbela action plan has been proposed. This plan is made through the sediment flow simulations made by the computers. The two purposes that these simulations have are, to see if flushing is feasible for estimating storage capacity in the long run and to analyze reservoirs and predict future sedimentation. On the results of the above simulation three components have been proposed which should be done in order to build the dam. These include reservoir operating strategy, underwater dike and flushing bypass. Reservoir operating strategy works in the way that first the reservoir should be reached at a minimum level and then gradually growing it each year by a small amount. This would ensure the tunnel security until the underwater dike is made. A rock file dike underwater should be made to prevent sediment to overwhelm. Then a bypass would have to be made at a low level with a high capacity in order to be able to flush the sediment. If the plan is implemented this way it would make the storage sustainable. The loss that would be occurred would be more or less what the Kalabagh dam would be designed to take. As is the Kalabagh dam have many issues. The crop yield increasing that has been projected is only in the case when water logging and salinity is put out of the consideration. Hydel energy is really expensive which adds to the environmental costs. Many ecosystems that live in the mangrove forests and are relying on the Indus River would be degraded. Many opposition parties often ignore all these valuable blessings of building Kalabagh dam and still oppose to the building of the dam. Some of the reasons for this opposition are that there is no evidence given to the opposing parties about the costs of hydro power as compared to other sources which provide energy. Other than this, there is a deficiency of organized assessment of the cost of Kalabagh water and the costs of substitute ways of increasing deliverance of water used in the irrigation system and at the same time dropping the wastage in the use of irrigation used water.( Kalabagh dam: an ecological disaster by Abrar Kazi) The adverse impacts of the Kalabagh dam which much opposition argue are, that, it is not yet clear that whether the water flowing from the Indus is enough for filling up the dam in next few years. Another argument is that, the water flowing below Kotri, if it is reduced, than it will affect the people who are very much dependant on this water flowing from underneath Kotri and then utilizes this water on agriculture and fisheries in the coastal Sindh. It will ruin the lives of many people living in the coastal Sindh. The situation becomes more alarming when WAPDA avoid this sort of statistics and rejects to undertake comprehensive and credible studies on this matter. The federal government in response says that, every year, 35maf water goes wasted into the sea, downstream of Kotri. However this wasted water can be used to bring a huge amount of new land used for cultivation and can be used to produce more food. In response to the siltation of land, the federal government says that more dams can help in replacing the lost storage of existing dams. As otherwise we are actually losing the existing storage due to siltation of previous reservoirs. The WAPDA figures in 1987 showed that there was a system loss of an average of 10 MAF in the post Mangla period. However, these figures were doubted, as once the Tarbela dam was built, it was seen that the river regime conditions worsened in 1977. The average yearly system losses in post Tarbela era (1976-94) increased to 14.7 maf as in opposition to 6.2 MAF in the post Mangla pre-Tarbela period (1967-76), showing an increase of 8.5 MAF. Another problem is that, in the Indus basin there is high levels of water logging and salinity, and if the irrigation supplied are to be increased it will just add more to the water logging and salinity to an alarming level in the Indus basin which could be very dangerous. Organizations which drain out the water, such as, national drainage program will take a long time period in reducing the water level from the basins to the sea, and even then, there is a huge probability that it will create a lot of problems and will take a lot of time, as there is no other alternative way of draining the runoff into the sea. The other issues are the financial issues related with the building of Kalabagh dam. There is a very tiny possibility of our government in getting financial aid from international organizations. Most probably the dam will only increases are countries debts. However, if private infrastructure funds are attracted to finance the Kalabagh dam at a high return rate, it is uncertain that the project will still stay fiscally and cost-effectively feasible. Meetings of the council of common interests will remain a poor substitute for responsible and responsive governance. There is an urgent need for the multi ethnic general public involvement on these vital issues of both ethical and officially authorized civil rights to once own life and livelihood that enclose claims to water. Simply in identifying this issue we can sincerely initiate effort towards forging a nationwide agreement on whether or not to construct Kalabagh, rather than by holding conferences amongst councils, who decide on these serious issues. The benefits of Kalabagh dam are considerable. Kalabagh dam will replace the loss of storage in the Tarbela and Mangla moreover it will increase the total quantity of stored water facilitating further and well-timed discharge for irrigation use in order to boost the food grain production. (Kalabagh: need for informed debate by Aly Ercelawn Omar Asghar Khan) Discussion Kalabagh dam is protect that would bring about many changes and many of those changes would be very hard, costly and destructive to cope. Kalabagh dam project is based on many assumptions that are either not true or are just one side of the story. I believe that Kalabagh dam does indeed have some significantly important points to support itself in the construction of it such as the electricity generation and increased food supply through growth in irrigation. However at the same time i believe that Kalabagh dam should not be built when looking at the adverse affects that it would have on the economy. Kalabagh dam is thought to be only useful or living for 22-30 years this means that the cost of making it would not be fully recovered and the replacement of the dam by a new project after its useful life would be again a major expense and hassle. Many other affects of the Kalabagh dam could not be left without putting a great deal of thought into it. The project would affect lots of peo ple and land. Through the Kalabagh dam lots of farmland would be lost and hence the food production would also go down. This would ultimately affect the GDP of Pakistan and cause a national decline. Many people who live in those areas where the dam has to be built would have to be re-homed to new places which is very expensive and could mean that the whole project could be useless in regards the cost. Not only would the government have to re home the people who would be left homeless but also many of the roadways such as the Attock-Talang roadway and railway service would have to be planned all over again. The Sui gas line in the north would also be affected and the re-construction of that would be very costly as well. Moving on, however much costly the problems mentioned above are they can still be tackled with nonetheless. Many of the issues are much more serious and would have an impact on our environment and society for much long-lasting or even indefinite time. One such issue w ould be the lost of the forest. The mangrove forests that would be effected would cost Pakistan the loss of massive wildlife and would cause many diseases through disruptions in the in the food chain. For a healthy atmosphere we need forests and the wildlife that its caters, if the forests are affected not only do humans suffer through the loss of food chains and loss of trees which are useful for production in many finished goods but also the changes in percentages of gasses in the atmosphere would be very harmful for the human life. Even if these issues could be catered for and the Kalabagh dam could maintain its costs through its benefits it would be a project that could be given a thought. However, the physical properties and uses of the dam have also failed to produce a truly glorious picture. Kalabagh dam has been projected to produce 43.5 MAF electricity according to WAPDA however, initially WAPDA itself announced a figure of 23.5 MAF on the basis of the past 60 years of reco rds, when they realized that this figure was too small they gave a new higher figure and claimed it to be on the basis of the last 22 years. This clearly shows that the figures provided by the government and WAPDA are not very reliable. In the case of the Tarbela dam governments had also produced wrong figures that proved to be wrong and disastrous for the provinces of Sindh and Baluchistan. Sindh and Baluchistan believe that they would have to suffer from water shortages and the Punjab would get the benefit. Kalabagh dam would also cause water logging by putting backpressure on the river Kabul. River Indus would also be polluted and the existing problem of water shortage would just be increased by the Kalabagh project. Studies have also showed that if worked to their full capacities, the existing dams are enough for the production of the electricity need of Pakistan. Kalabagh dam would only cause more frustration and decline in the growth of Pakistanà ¢Ãƒ ¢Ã¢â‚¬Å¡Ã‚ ¬Ãƒ ¢Ã¢â‚¬Å¾Ã‚ ¢s economy and would hamper the production of energy instead of increasing it. The dispute from the three provinces would lead to a national dispute and would mean a conflict at both the level of society as well as the parliament. All the benefits of the Kalabagh dam that the supporters of it have put forward have never been reliable enough and face criticisms and face valid problems. These problems in my opinion must be first overcome through other minor projects, which are safer, and if it is still necessary then the Kalabagh project should be given a thought. Other minor projects include ghazi Barotha and Bhasha dams. Conclusion To conclude i would like to say that Kalabagh dam does have many good points as stated in the literature review such as the eradication of energy crisis and the increase in the irrigation increasing the supply of food. However the costs and the affects of this project are quite massive and could result in increasing the problems instead of solving it. The adverse affects of the Kalabagh dam are very massive and must be given a very careful review before any decision is made. Kalabagh dam has many negative points to it and there are very little reliable solutions to those problems that have been given. In the light of the current situation the decision to not allow the construction of the Kalabagh dam is the correct decision and until any better proposal or solutions to the problems mentioned above are not found permitting the construction of Kalabagh dam would most likely turn out to be a disaster. To overcome the current energy crisis of Pakistan, there should be an attempt to stric tly supervise the production of energy that is present from the existing plants and these should produce at their best capacity. This might reflect that many of the studies that have shown that with the existing plants producing energy at their best in Pakistan the energy crisis could be solved altogether might be true. This strategy might eradicate the whole need for the Kalabagh or a new dam or a plant to produce energy at the first place. If the problem still persists and proves the analogy of existing plants being able to meet the energy demand of Pakistan wrong then other small projects should be tried first which would not have so much of the adverse affects related to them such as the Bhasha dam and the ghazi Barotha dam project. These small projects are thought to be much more effective as they have little impact on the society and still can produce higher energy, however these dams also have environmental and humanly costs related to them and therefore should be avoided as much as possible.

Aircrafts

Aircrafts Abstract: Aircrafts throughout their journeys need to be in contact with air traffic controllers. Long haul ocean crossing flights are increasing steadily every year due to growing demands. The increasing air traffic over the ocean is a serious concern for the controllers where the aircrafts are beyond the eye of the radar and ground stations that track their motion in air. The present communication between the cockpit and the controller is a high frequency radio communication where the position of the aircraft is sent to the air traffic controller through a third party radio operator who acts as an intermediary between them. Relatively the half duplex nature of the system and the use of a single frequency channel add complexity to the problem. Though the modern communications is going through an era where graphical interaction systems are being developed, the communication in an oceanic haul is still voice communication. This project focuses to improve and analyze the performance of data communications in exchanging information between the pilot and the controller in oceanic haul long routes. The controller pilot data link communications is taken for analysis in its performance in oceanic routes. Introduction: Aviation has seen rapid developments. Modern airliners are now heavily computerized monsters. They now fly higher and faster. The role of an air traffic control is massive in the field of aviation. Since they provide information about other planes approaching nearer to them and maintain spacing between planes. Pilots usually communicate with the controllers using radio aids that allow them to use normal voice communications, which is the very existing problem in the industry of aviation. Demand for air traffic has been increasing steadily in recent times. Increasing flights to the United States of America have led to the increase in air traffic over the oceans which have also intensified the job of the air controllers. With Nearly hundreds of carriers crossing the Atlantic every day, the responsibility of the air traffic control are huge, because they are the only point of reference to a pilot for navigating and knowing information about the traffic prevailing around him. The Traditional HF voice communication system has drawbacks which limits the points of communication between a pilot and an air traffic controller. Call sign confusion, interference and many more factors are hurdles to a good ground to air communications. Effective communication management is primary concern in developing co-operative multi user interaction systems. Each individual agent must know what, when and how to communicate. Effective Utilization of shared communication resources also should also be taken in to account, when there is limited resource available. This needs more attention when the demand exceeds the capacity of the system, and a priority is required This project focuses on how to improve communication between them, taking in to account various parameters that affect the transmission in a high frequency radio communication. Apart from, the attempt to replace traditional voice communication, to a text based communication using CPDLC (Controller Pilot Data Link Communication) in an oceanic haul is also developed,that would be a base to the future aviation researches . Background: The main idea is to achieve data link communication in a oceanic haul where there are no radar coverages and grond station contacts.This research was carried out in past ,over few years back.The CPDLC is a continuously on-going research project.Some of the old papers are still being researches to achieve text based information exchanges through datalink commnications.However due to the advent of growth in technology each and every day,advances in research also take a new shape than and there. This has motivated this project to evaluate the performance issues of applications in the aeronautical telecommunication networks ,which is the backbone network in aviation . Aims and Objectives : This thesis aims to : To develop a robust and reliable communication model using adhoc systems Research the various performance issues in using the ATN application CPDLC in long haul routes. The main objectives of this project is to Reduce the work load of the air traffic controllers by developing text data communications using adhoc networks Reduce workload for pilots Prevent congestion of air traffic Preventing air accidents due to misinterpretation of communications from the controller Research Methodology: The background for this thesis includes a lot of introduction and information about how ground to air communications take place.In order to review the present standards of communication,to analyze their nature and also to understand its properties ,a very intense search has been made and during this phase ,references to various technical publications ,articles expert opinions were read and references from various international organizations like ICAO and Eurocontrol were taken up to write this thesis.After careful analysis, performance analyziz was made and implementing text based communication was studied.The next part of this project will discuss all necessary things needed to understand this thesis. Literature survey : The History of communications in aviation is vast .We would be discussing only the current developments in modern technology and reviewing some of the applications developed in relations to this thesis. The standards in Aviation are monitored by certain governing bodies that are responsible for the safety and security of the air transport.The International Civil Aviation Organisation (ICAO) is the major governing body and specialized agengy of the United Nations for standard and recommended procedures in civil aviation. Aeronautical telecommunication Network: ICAO having endorsed a proposal for the future communications in aviation that uses digital datalinks to supplement voice communication to provide a good and reliable communication,has led to the development of Aeronautical telecommunication network.It is an international infrastructure that manages digital data transfer between the aircraft and the air traffic control.In fact it is a dedicated network for aviation to provide seamless ground to air as well as ground to ground communication for the aircrafts.It is designed to support the increasing air traffic due to increasing demands. Development Of ATN: Air traffic management needed enhancements due to its rapid increase in traffic .as a result a single controller cannot handle such a large amount of traffic .Hence the concept of distributed traffic handling were followed by the controllers to handle the rising amount of traffic.Efforts were also taken to automate traffic handling.When critical analysis were made regarding the automation of traffic,it became apparent that air traffic automation requires more exchange of computer to computer data interchange that included transfers between aircraft and ground computers.Apart from that automation also required infrastructures that need to be integrated with aircraft and ground stations.The real automation of this air traffic could be possible only data computers rather than being independent processors were also a networking peers with their respective ground stations.These operational objectives when combined together led to a dedicated forming of a complete network exclusively for t he field of aviation,that came to be known as the Aeronautical telecommunications network. Data communications have been deployed both(air to ground and ground to ground ) for many years not only for air traffic management but also for administrative and ground operations.Besides the aeronautical telecommunications support a wide environment where tcket sales,crew duty rotas,weather forecasts are all done.Certain standards and protocols are used. The international air transport associationhave developed a set of OSI profiles called the aeronautical OSI profile,that can be used over the ATN. Benefits of ATN over the traditional networks: The ATN has scored over the traditional voice communications with a number of advantages that would make air travel more safe and secure.the following are some of the advantages over which Are described below: ATN offers more clarity in communications.As a result retransmission rate is reduced much and interpretation errors are minimized in a long distance communication The Communication channel is made use more effieciently to transmit data between the computers rather than usage of channel in voice communication. It gives increased possibility to connect two end users without knowing their locations in a global data communication network environment. It minimizes work load for the pilots and controllers ,since a number of preformatted and short text messages are available .These standard message are very well known to the pilots.These standards are globally fixed and they mean the same everywhere in world.Hence communication becomes easy ,eliminating misinterpretation errors completey. The multitude for accommodation of various ground systems like ATSC,AOC,AAC,APC are easily done using ATN. ATN provides a unique solution to satisfy a wide range of data communications therby providing much ease and effiecient useage of the available resources. It provides a robust an reliable service to achieve higher availability and integrity that should be need for an improved operational capability. It provides for timely exchange of ATS information between ground facility improving security and productivity of the entire system The above reasons justify that the ATN has unique features and its applications are widely important in both ground to air as well us ground to ground communications The ATN environment: Operating in a global environment is always a challenge for a network .The ATN is designed to operate in extreme environment considering rough weather and other circumstances.Apart from lot of constraints,the ATN has been designed to operate under four major situations .Each one is termed an element.The first element is to capability of the network to transfer data to an aircraft without the sender knowing where actually the aircraft is, in other words hidden identity.This network mobility is essentially the powerful feature of the Aeronautical telecommncation network.The next element is to use the available multiple links installed in aircraft simultaneously.In this case the specification of the cost,link and speed preferences are advised b the applications that ATN uses when forwarding the data to an air borne system.It is these preferences that determine which link to be chosen to send and receive data over the other available links.The third element is to accommodate all availabl e low bandwidth links both grond and airlinks in this case.These links are normally used to compress the data to be sent.The last element is the standardization of the applications and all services used by the ATN so that they remain the same throughout the world and do not cause further confusion in supporting applications. The ATN Mobility: An important feature in network is that all the other end users must know the availability of the datalinks so that congestion can be reduced.Hence it is necessary in a network to let to know the end users about the links and the multiple paths that reach all the aircraft airborne.Broadcasts in a network can lead to a serious problem of flooding. Hence inorder to satisfy network mobility the ATN designers have stipulated a concept called the backbone routing technology.This effiecient technology restricts the broadcasting of information to avoid flooding but at the same time allows the ground system to send information about the availability of the links and other information to the nearest aircraft that are with ints reach. This simple figure would easily demonstrate the backbone routing implementation. The router r0 is the aircraft router that is airborne.Now when it is necessary to communicate with the router R7 .the ground router has to update all the backbone routers that the aircraft is aavailable for contact.It is also noted that only the routers in home domain are updated and all the others remain unnoticed.Hence considering this situation R1 R2 R 3 are updated and the others are left unnoticed .. Hence routers not in home domain do not know what is happening. This helps to avoid flooding . The squares in the figure represent applications used by the ATN. The CPDLC application of the ATN is discussed in the later chapters as how messages are transferred.Here application H1 when needs to communicate with aircraft airborne,has the router R8 in the home.R 8 does not know any information about the aircraft,so it forwards to the nearsest backbone router R2.R2 knows the information about the aircraft hence it sends the data to R7 through R1. Thus data traverses.In similar case, application H2 needing to communicate sends the data to R16,From there the backbone router R5 takes over.But R5 does not have any information about the aircraft hence instead of forwarding the packet to R5 it sends to R4 and then the same process takes place. Both the aircraft and the ground routers at the ground station communicate using a protocol called inter domain routing protocol which forms the basis of this inter domain routing.This is the protocol that redistributes data over the entire networ k without causing flooding and thereby enabling all the communication . Now there is yet another to note in this backbone routing. Preference based routing is necessary to allow multiple paths in a network to be available simultaneously.Some applications may require quality of service for cost and safety for performance isues.In such cases it is required to route over the other available routes.here in this considered case,aircraft router has both VHF and satellite conection .In case if the VHF is not available then a satellite connection is used to transfer data . accordingly the aircraft router R9 will take its turn to send information through the router R4 which is in ground .all entries are stored in packets by the routers they pass through.By this the packets can be examined by the other router for the shortest path to be taken to the destined aircraft it should be sent.Thus the mobility of the ATN works,adding more reliability to the communication system . ACCOMODATION OF LOW BANDWIDTH : As specifeied earlier the design of ATN is designated to accommodate the low bandwidth froundlinks to the network.Accordingly,the throughput for the groundlnks to operate in ATN is expected to operate in a low bandwidth than the available system today.Hence a compression methodology has to be used for thi purpose.The present VDL2 comunication used in aeronautical communication a channel that can transfer 32 k bits / second is shared by multiple aircraft using the carrier sense multiple access method.It is a notable feature that ATN has let also multiple compressions to occur in its routers .The rate of compression is not a fixed one.It is determined when an aircraft enters the region of an ATN router .An open system interconnection network connectionless protocol is used for this kind of purposes.It reduces hundred bytes of header information to six btes.Another technique used to compress the header is the deflate technique.A deflate algorithm uses the similar kind of mechanisms used by the ZIP used in compressing text files.It compresses both the header and the data units available to the aircraft .this way by compressing the data units,low bandwidth channels are made use by the ATN effieciently. APPLICATIONS OF THE ATN: The standardization of ATN by the international civl aviation organisatio has led to the development of four applications.These four applications are of more significance in the aviation industry since they help in navigation of aircrafts when air borne .These applications are Context Management Automatic dependent surveillance system Controler pilot data link communications Digital-Inflight information system The digital inflight information system is used to get updates from the ground sation required for the flight such as weather udates and other traffic conditions in terminal area ehich is essential during landing The controller pilot data communications is a essential development and this thesis would deal mainly with this application that exactly replaces the voice communications with the data messages to the extent it could do . The automatic dependent surveillance system is highky essential for the transmission of digital information regarding the position of the aircraft to the radar at the ground station so that automated networks and systems can maintain adequate separation of aircrafts in air.The separation of aircrafts depending up on their size and type is an important consequence in the field of Aviation where it constitutes to the safety of the planes going at higher altitudes . Context management is another directional service,where specific features could be provided to the aircraft on logging in to that particular air traffic system,associated with the network address of the server at the ground station.Thus aircraft being guided till the terminal control are where the approach controller would take care after with the secondary radars being used for assistance . These applications would surely contribute to the effective communication between the controllers and the pilots who are air borne. The functionality of The Aeronautical Telecommunication Network : The functionality of an aeronautical network seems to be little when compared to that of voice transmission networks,but it offers more robust connectivity and more integrity in communication between two end systems that are either fixed or mobile or even adhoc,taking in to consideration for transition paths and end to end delays. ATN Components: Notably ATN supports many Full dupliex communication system. These are some of the supportable forms of the communications Airline systems and ATS systems Airline and aircraft systems ATS and aircraft systems ATS systems interconnected Airline syatems inter connected together Airline systems refer to the maintainence syatems that the airlines deploy such as dispatch deliveries and others whereas aircraft systems refer to the systems actually in aircraft that help to navigate the syatems The above figure shows the typical environment of an ATN Subnetworks,Routers and the Endsyatems are the major components that constitute to the building of an ATN. Subnetworks: Subnetworks which form a part of the comuication network. A subnetwok forms the major transferring medium between the sytems in the ATN.They are infact a major component of ATN .Usually packet switching netwrks are the subnetworks used in ATN. A lot of grond as well as air borne systems are equipped with capability of supporting this features in ATN. Subnetworks can be of two types. Ground to Ground (Fixed) Air to Ground (Mobile) Ground to Ground subnetworks are usually local are networks connecte with in subsytems .It can be the local airport network connected with the ATC to share weather and other advisory informations where there is no controllers employed for certain routes. Local area networks employed with token ring ,Ethernet FDDIare nowadays used as ground subnetworks Air to Ground networks are usually wide are networks .They are used when the air craft is air borne and hence communicates with the ATC controllers.Based up on the type of Network the ATN routers adapts itself to transfer the data packets between the adjacent subnetworks. The various air to ground subnetworks include Very High Frequency Subnetwork Satellite communication Mode S subnetwork HF subnetworks The HF and MODE S subnetworks are mostly used in short range communications.Mostly short haul flights that travel in the European continents are equipped with instruments that make use of the Mode S Subnetworks.Both the communications and the automatic dependent surveillance for spacing can be achieved with Mode S which is relatively cheap when compared others. HF Networks are much more similar networks but are used in relatively average haul flights which are in continuous contact with grund stations throughout their journeys with out any oceanic travel. Satellite communication and VHF networks are the physical transfer mediums used in Long haul oceanic flights .RElativekly costlier for communication but still used in modern days. Routers: The ATN routers play a major role in routing the packets to different subnetworks thus maintaining the integrity of the network.Since the air crafts change their course during their course of flight,the path taken in a network to reach that aircraft must be determined accordingly.It is the routers that decide the traversing of packets at any stage in network.The routing is performed on the basis of class of service the packets request and the availability of the links in the network. Dynamic routing is also supported by ATN ,allowing each router to update ,due to the changing courses taken overby flight and other failures occurring unexpectedly where an alternate path is chosen.Routers operate at the third layer of the OSI layer according to a set of predefined protocols.The necessary information to route the packet are present in the header of the encapsulated packet that a router that deals with. Routers in ATN can be broadly classified in to two types . Intra domain routers (static or dynamic) Inter domain routers The intra domain routers are local routers that are used in local domains and are not to global international standards.But the inter domain routers are all set to global international standards and can handle more traffic than inter domain routers . The ATN routers differ from the Normal routers by certai features that distinguish them.those are listed. In a ATN router there is a possibility of applying specific policies that enable the supporting of mobile communication providing effiecient air to ground routing The enhanced security system that ATN adheres to protect the tampering of data. Use of compression methods to accommodate low bandwidths in air to fround links and other data networks. Termination procedures and initialization of a new route when an aircraft enters the system or leaves is a major advantage in an ATN End syatem: These system integrate the host system with the network.all the application level services are coordinated to the host by these end systems to establish communications with the peer to peer system in network. They have the capacity to communicate with another subnetworks end systes in order to provide end to end communications to the ATN applictons that handle operations. It is for this purpose they have a seven ;ayered protocol stack that hosts appropriate communication services in support to the applications of the ATN. The above figure relates the constituent elements of the aeronautical telecommunication networks with the OSI layer protocol stack structures ,that helps in establishing peer to peer commuications with end systems. ATN domains : Unlike other networks ATN has also domains that are essential for routing purposes.Each domain may have inter domain router and end systems. To make the routing process simplified the administrations of the adjacent domains may combine together to form a single domain sharing a policy and hence making it single. Administrative domains are part of ATN where they are managed by a single authority.This administrative domains are either the Civil Aviation Authority ,an Air traffic controller or an international aeronautical communication service provider (IACSP) A routing domain may have the following characteristics. All informations regarding the connectivity and quality of the service related with the internal systems are are exchanged without any restrictions. With in a domain ,selected routes(the common routes to the other systems lying outside the domains ) may be advertised by a BIS router. These routes advertised by the BIS routers to the other routers that lie outside the domains are controlled by a policy that enforced by the advertising BIS router . The figure gives an example of an ATN domain Thus the very basic essentials of a data network that is used to exchange informations was discussed. In next chapters VHF which is used as a physical transfer medium is discussed .

Essay --

Tom Nowakowski 12/20/13 HI-216 Dr. Pursell Final Exam 1) The Koran has many different things to say regarding the religions being practiced circa 600 AD in the Middle East. Prior to Islam, Saudi Arabia had a lot of people who practiced paganism. When Islam arrived, there was absolutely zero tolerance of pagans and paganism. Things were different regarding Christianity and Judaism. Islam tolerates Christianity and Judaism as they’re Abrahamic religions. The Koran does not have an issue with Christians or Jews practicing their own religious ideas or beliefs. The Koran also instructs Muslims to treat them respectfully and that there should be no forced religious conversions carried out. The Koran also believes that Christians and Jews are people of the book, or people who received scriptures before the Koran was written. The Koran views people of the book, or those who have an Abrahamic religion, as close or related to them. In fact, Islam and the Koran even view Jesus as a prophet and give respect to the Virgin Mary as well. Christ ians and Jews are viewed as misguided but must still be respected. The arrival of Islam drastically transformed the Middle East and its culture. Prior to Islam, women did not have the right to acquire an inheritance, initiate a divorce, and slavery was frequent as well. Muhammad wanted to improve the wellbeing of women and believed they should have more rights. Eventually, Muslim women also were allowed to inherit wealth too. Islam taught that both sexes were equal. Islam also forever changed the way many Middle Eastern countries governed. Many Middle Eastern governments are influenced by Islam or are even officially Islamic countries themselves. This influenced the types of laws that are passed and legi... ...oint where Egypt recognizes Israel and peace treaties between the two have been put into place. Egypt has even become a crucial strategic partner to Israel. Nevertheless, some are skeptical of this Egyptian-Israeli peace and question its effectives. That said, the two are on technically good terms and have diplomatic and economic ties with each other. It’s safe to assume that if such good terms continue in the future, then Israel and Egypt will not have another conflict with each other again. This is obviously important to Israel from defense standpoint too. 6) As of this point, it’s difficult to say for certain whether or not the Middle East will be democratic. Undoubtedly, challenges remain ahead for it to achieve democracy, or at least any reasonable semblance of it. The great hope and narrative that everyone had with the Arab Spring was that

The Narcissistic Willy Loman in Death of a Salesman :: Death Salesman essays

The Narcissistic Willy Loman in Arthur Miller's Death of a Salesman    Many dilemmas throughout the recent decades are repercussions of an individual's foibles. Arthur Miller represents this problem in society within the actions of Willy Loman in his modern play Death of a Salesman. In this controversial play, Willy is a despicable hero who imposes his false value system upon his family and himself because of his own rueful nature, which is akin to an everyman. This personality was described by Arthur Miller himself who "Believe[s] that the common man is as apt a subject for a tragedy in its highest sense as kings were" (Tragedy 1). An additional segment of his common human nature is Willy's self-centeredness. Although one might say that the American Dream is imposed upon him by the society, Willy himself creates his dream. Willy supports this claim when he praises Dave Singleman's career to Howard: "And when I saw that, I realized that selling was the greatest career a man could want" (Miller 81). His nostalgia for a non-existing future is also proven by the fact that no one else in his environment has a similar, impossible dream: "If he were not wearing the rose colored glasses of the myth of the American Dream, he would see that Charley and his son are successful because of lifelong hard work and not because of the illusions of social popularity and physical appearances" (Spark 11). Surely the false ego and pride predicted to come from his assured success are the bridges that prevents Willy from seeing through his fake dream, pushing him to persuade the rest of his family to worship it along with him. Biff sadly bites the apple when he realizes his fate: Willy! I ran down eleven flights with a pen in my hand today. And suddenly I stopped, do you hear me? And in the middle of that building and I saw--the sky. I saw the things that I love in this world. The work and the food and the time to sit and smoke. And I looked at the pen and said to myself, what the hell am I grabbing this for? Why am I trying to become what I don't want to be?

Effect of rice and rye straw

AbstractionPurposes: To analyze the suppression of the growing of Microcystis aeruginosa by different-term infusions of rice straw ( 0.2, 10, 50 and 100 yearss ) and rye straw ( 0.2, 5, 15, 40, 50, 100 and 150 yearss ) . Methods and Consequences: All infusions with high concentration indicated repressive consequence on the growing of M. aeruginosa, and the 0.2-day infusion from rice straw and the 40-day infusion from rye straw indicated the most effectual 1s with EC50 values of 28.0 milligrams C l-1 and 18.9 milligrams C l-1, severally. The extract concentration of rice straw had negative relationship with the maximal growing and growing rate regardless decay continuance, whereas rye straw showed the negative relationship between the extract concentration and the lone maximal growing of M. aeruginosa. Features of infusions through extremist violet optical density should be changed due to debasement of straws. Decisions: Rice and rye straw infusion showed the possibility to command the growing of M. aeruginosa, and nevertheless, might be considered as an facet of another unexpected potency pollutant. Significance and Impact of the Survey: To place most effectual agent against algal growing, extracts from long-run debasement of straws could give more opportunity and possibility to happen allelochemicals. Keywords: long-run infusion, allelopathy, suppression, rice straw, rye straw, SUVA, Microcystis aeruginosaIntroductionTellurian workss have been known to incorporate assorted allelochemicals with anti-algal belongingss ( Rice, 1984 ) . For illustration, barley straw studied comparatively more than other straws like rice and rye has been reported to demo an suppression consequence of algal growing ( Pillinger et al. , 1992 ; Newman and Barrett, 1993 ; Barrett, 1994 ; Everall and Lees, 1996 ; Barrett et al. , 1996 ; Everall and Lees, 1997 ; Cooper et al. , 1997 ) due to assorted compounds extracted from barley straw under many different conditions, for case, oxidized phenolic compounds from lignin beginnings ( Pillinger, 1993 ; Chesson et al. , 1982 ) , p-coumaric and ferulic from cell wall-bound constituents ( Chesson et al. , 1982 ) , and tannic acid ( Hussein, 1982 ) . Rice straw has besides been known to let go of allelochemicals with phenolic compound to restrict the sprouting, gr owing, photosynthesis, respiration and metamorphosis of other workss ( Rice 1984 ; Inderjit et Al. 1995 ; Chung et Al. 2001 ) . Park et Al ( 2006 ) showed interactive and repressive consequence of assorted phenolic compounds extracted from rice straw on the growing of Microcystis aeruginosa. These straw-derived compounds may dwell of legion complex chemicals with assorted features in an aqueous status. As straws would be applied into aquatic ecosystems to command detrimentally algal growing, straw-derived chemicals would be excreted continuously, accumulated or changed into H2O column and features of chemicals would be changed harmonizing to the debasement clip which might be linked with the lability of chemicals. However, there was small information on this relationship between allelochemical production and debasement clip about rice and rye straws. Therefore, our purposes were to analyze whether released chemical from rice and rye straws harmonizing to decomposition clip has different suppression consequence on the growing of cyanobacterium, Microcystis aeruginosa, known as nuisance algae around the universe, and to foretell the alteration of features of extracted stuffs during decomposition clip.Materials and methodsCollection of works stuffsRye straw ( Secale cereale L. ) was collected in Keumsan, South Korea. Rice straw ( Oryza sativa L. ) which was non applied with pesticides to analyze insect pathology was obtained from Kangwon Province Agricultural Research and Extension Service, South Korea. All stuffs were instantly moved to research lab, rinsed several times with tap H2O, dried at 50? for 3 yearss and stored in a dark status at room temperature. Stored workss were cut, mortared, and sieved through 1-mm mesh before experiment.Preparation of short or long-run decomposed infusionsNine gms of each works stuff ( dry weight ) were placed in a 2 L Erlenmeyer flask, incorporating 1.8 L of Moss medium. The composing of Moss medium was ( in milligram ) 16.8 Ca2+ , 5.0 – 10-4 Co2- , 3.0 EDTA, 2.0 – 10-2 Fe3+ , 2.2 K+ , 2.4 Mg2+ , 2.0 – 10-2 Mn2+ , 4.0 – 10-3 Mo6+ , 13.6 Na+ , 6.4 NH4+ , 21.0 NO3- , 0.9 P5+ , 3.3 S6+ , 4.9 Si4+ , 5.0 – 10-3 Zn2+ , 3.3 – 10-8 Cyanocobalamin ( B12 ) , 3.3 – 10-7 d-Bioti n, 3.3 – 10-8 Thiamin-HCl ( B1 ) in 1 L of distilled H2O. To break up straws for a long clip, an aerator provided aerophilic status into the 2 L Erlenmeyer flask because maintaining aerophilic status was of import for the production of phytotoxic chemicals. For illustration, Welch et Al. ( 1990 ) indicated that microbic decomposition of barley straw was critical for the suppression of algal growing, and Newman and Barrett ( 1994 ) suggested that the chief demands for straw to be active are the care of aerophilic conditions and an active and diverse microflora. Humidifier prior to the aerator was installed to forestall the loss of infusions and civilization medium from the vaporization by blow uping dry air. The infusions from rice straw were sampled after 0.2, 10, 50 and 100 yearss from puting straws in the civilization medium and those of rye straw were obtained after 0.2, 5, 15, 40, 50, 100 and 150 yearss from presenting straws. Each subsampling, 200 milliliter of infusions were filtered through a glass fibre filter paper ( Whatman, GF/F ) , and so filtrate was lyophilized and stored in a icebox until Microcystis aeruginosa growing trial. Culture medium including infusions was made by fade outing 20 milligram of lyophilised stuff in 100 milliliter of sterilized Moss medium and filtered through a glass fibre filter paper ( Whatman, GF/F ) . Then, to quantitatively look into the suppression of M. aeruginosa growing by infusions, civilization medium including infusions was diluted with sterilized Moss medium to a scope of concentration of infusions ( test solution ) . Tested concentrations of infusions each decomposition period of straws were in Table 1. The concentrations of dissolved o rganic C ( DOC ) in infusions were determined utilizing the TOC analyser ( TOC-5000A, Shimadzu ) . Each 10 milliliter of civilization medium was stored at 4? to mensurate UV 260nm optical density.Culture status and growing finding of M. aeruginosaEach 4 milliliter of trial solutions was transferred into five glass civilization tubings ( c.a. 11 milliliter, USA Scientific Culture Tube ) with a cap and so, autoclaved. After 1-day chilling, each 0.3 milliliter of M. aeruginosa ( obtained from Institute of Hydrobiology, China ) was inoculated into four tubings and cultured. Remained one civilization tubing was used to mensurate clean value of fluorescence or optical density to observe algal growing each infusion. M. aeruginosa in exponential or stationary growing phase was inoculated for the experiments. Culture tubings were incubated in 25 ±1? and illuminated by fluorescent visible radiations to give about 80? E m-2 s-1 for 24 h every twenty-four hours. Tubes were agitated with a whi rl sociable twice a twenty-four hours. The places of experimental tubings in an brooder were randomized at least four times a hebdomad. In vivo fluorescence of M. aeruginosa was measured with 1 or 2 yearss interval utilizing a spectrofluorophotometer ( RF-1501, Shimadzu ) at 343 nanometer of an excitement wavelength and 680 nanometer of an emanation wavelength. Absorbance ( 680 nm ) of algal cells to mensurate algal growing was determined with 1 or 2 yearss interval utilizing a spectrophotometer ( 101, Hitachi ) alternatively of fluorescence after 50-day infusion of rice straw and 100-day infusion of rye straw.Determination of M. aeruginosa growing and statistics techniquesTo cipher maximal growing ( K ) and growing rate ( u ) of M. aeruginosa, a logistic map was used to show a sigmoid curve for algal growing ( SigmaPlot 9.0, Jandel Scientific ) as follows: EC50 values ( concentration, when 50 % suppression consequence occurs ) were obtained from maximal growing values of each trial compared with control on log-probit graduated tables. A consecutive line linking the two closest values above and below the line matching to 50 % suppression was obtained ( Yamane et al. , 1984 ) . In instance of 50 and 100 yearss in rice straw and 0.2 twenty-four hours in rye straw, EC50 values were calculated by the extrapolation of two closest informations of less than 50 % suppression. To cipher â€Å" no-inhibition upper limit tested concentration † , referred as a maximal concentration shown no-inhibition out of tried concentrations, repeated measured analysis of discrepancy ( ANOVA ) with station hoc of Dunnett trial was used ( p & gt ; 0.05 ) to compare the distribution of optical density or fluorescence for observing M. aeruginosa growing between control without infusion and trial solutions. One-way ANOVA ( station hoc Duncan trial ) was util ized ( p & A ; lt ; 0.05 ) to compare normalized maximal growing or normalized growing rate among three groups of dissolved organic concentration ( DOC ) of infusions, and normalized maximal growing or normalized growing rate are calculated by divided maximal growing or growing rate in trial solution by in control, severally.Ratio of UV260 and DOC in infusionsIn order to foretell the alteration of features of infusions during decaying, the ratio of UV optical density at 260 nanometers and DOC concentration ( SUVA ; specific extremist violet optical density ) was measured. The UV optical density and DOC were measured by a spectrophotometer ( UV-2401PC, Shimadzu ) and TOC analyser ( TOC-5000A, Shimadzu ) , severally.ConsequencesConsequence of infusions of rice and rye straws on M. aeruginosa growing harmonizing to decomposition continuanceEffectss of infusions from rice and rye straws harmonizing to decay periods on M. aeruginosa growing were in Table 1. In rice straw, 0.2-day decay i nfusions showed the highest suppression consequence of the growing of M. aeruginosa among four different decomposition periods and the EC50 value was 28.0 mg C l-1. The infusion of 10-day decay was followed with EC50 value of 30.7 milligrams C l-1. In 50-day and 100-day of decomposition, repressive effects were much less than those in 0.2- and 10-day infusions, and stimulus effects were shown in the scope of less than 23 mg C l-1. Although each period has different concentration of infusions, when no-inhibition maximal concentration was considered in all decomposition periods, 0.2-day and 10-day decay with & A ; lt ; 9 and & A ; lt ; 2 milligram C l-1, severally, could bespeak higher inhibitory possible to command the growing of M. aeruginosa than 50-day and 100-day decay with 23 and 17 milligrams C l-1, severally. Likewise, growing per centum against control at maximal concentration each decay period showed similar form in malice of otherwise maximal concentrations. Overall, repres sive ability was mostly increased in scope of more than approximately 30 milligrams C l-1 in all decay periods ( Figure 1 ) . In rye straw, suppression capableness from 0.2-day decay to 40-day decay increased harmonizing to decay clip through decreasing of EC50 values ( Table 1 ) . Although suppression ability was diminished from 50-day decay infusion, suppression of M. aeruginosa growing increased until 150-day decay. Infusions of 40- and 150-day decay of rye straw had the highest repression capableness with 18.9 and 19.7 milligrams C l-1 of EC50 value, severally. Stimulus or repressive effects on the growing of M. aeruginosa coexisted in similar concentration of infusions from different decomposition clip ( Figure 1 ) . This phenomenon might give equivocal information to construe the repressive consequence by infusions from assorted decay phases. However, it was clear to demo positive relationships between extract concentration and repressive consequence, and perchance to bespeak that different substances from straws might be produced harmonizing to decay periods.Consequence of extract concentrations on the maximal growing and growing rate of M. aeruginosaPercentage of maximal growing ( K ) and growing rate ( u ) of M. aeruginosa in each trial solution normalized by K and u in control was shown in Fig. 2, and three groups were differentiated by merely DOC concentration of infusions irrespective of decay periods ; low ( 2-10 milligram C l-1 ) , medium ( 11-30 milligram C l-1 ) , and high ( & gt ; 30 milligram C l-1 ) DOC. In rice straw, means (  ± SE ) of normalized K and U of M. aeruginosa were 102.5 (  ± 4.9 ) and 96.9 (  ± 2.9 ) in low DOC and 95.0 (  ± 11.1 ) and 102.1 (  ± 5.1 ) in medium DOC, severally, and there was no important difference in K ( p=0.655 ) and u ( p=0.710 ) between low and medium DOC ( one-way ANOVA, n=13 ) . However, agencies (  ± SE ) of normalized K and U in high DOC were 20.4 (  ± 18.5 ) and 43.4 (  ± 21.9 ) , sever ally, and infusions in high DOC might incorporate strong suppression ability against both maximal growing and growing rate of M. aeruginosa. In rye straw, there was important difference in K among three degrees ( one-way ANOVA, F2,25=22.386, P & A ; lt ; 0.001, station hoc Duncan, n=26, P & A ; lt ; 0.005 ) , but no important difference in U among three degrees ( one-way ANOVA, F2,25=0.664, p=0.524 ) . This rye infusion showed repressive consequence on maximal growing but non on growing rate. Means (  ± SE ) of normalized K and u were 106.3 (  ± 6.8 ) and 101.4 (  ± 5.5 ) in low DOC, 67.3 (  ± 8.8 ) and 111.5 (  ± 7.9 ) in medium DOC, and 33.9 (  ± 8.5 ) and 89.9 (  ± 20.6 ) in high DOC, severally.Change of features of infusions harmonizing to decomposition clipSUVA values versus decay periods each infusion were shown in Fig. 3. Those SUVA values were increased harmonizing to decay periods in both straws. It might propose that features of infusion were altering during decomposition of straws, and both infusion could hold different stuffs. Slopes between decay clip and SUVA in rice and rye straw were 0.017 ( R2=0.63, P & gt ; 0.05 ) and 0.019 ( R2=0.93, P & A ; lt ; 0.01 ) , severally.DiscussionThis probe of time-course decomposition in rice and rye straws demonstrated that suppression capacity of infusions on the growing of M. aeruginosa increased with high concentration, whereas low concentration showed no-effect or stimulation for its growing in all decay periods. In rye straw, all infusions after 5-day decay showed higher suppression ( lower EC50 values ) than 0.2-day decay ( Table 1, Fig. 1 ) . Particularly, infusion of 150-day decay along with 40-day had maximal suppressive consequence, and this consequence was similar to the survey of Gibson et Al. ( 1990 ) utilizing barley straw, which indicated that the repressive consequence was produced increasingly during the decomposition of the barley straw and reached a maximal after six months. However, the survey utilizing rice straw showed different forms, where the leachates of short-run decay were more effectual than that of long-run decay although limited factors for comparative experiment between rye and rice straw were existed such as deficit of decay continuance and narrow concentration scope of rice straw. The growing of M. aeruginosa in a bioassay experiment would be inhibited due to the chelation of food by the leachates or straw-secreted antialgal bioactive compounds. The former ground might be ruled out, because there were ample foods and hint elements for the growing of M. aeruginosa in the civilization medium and the stimulation of algal growing in lower concentrations of leachates could non be explained by chelation mechanism. Similarly, one of indispensable growing factors, such as vitamin B12, would be more likely to be produced by straw microflora so removed from solution ( Welch et al. , 1990 ) . For the latter ground, several surveies demonstrated that algal growing inhibited by straw-secreted antialgal substances was associated with the straw decomposition ( Gibson et al. , 1990 ; Pillinger et al. , 1994 ; Ridge and Pillinger, 1996 ) . Ridge and Barrett ( 1992 ) showed that the straw was active even at low concentrations against a scope of algae in natural Waterss including unicellular and filiform green algae and blue-green algae. The difference of lignin content between rye and rice straws could be contributed into different forms of algal suppression when considered that lignin content of rye straw was much more treble than that of rice straw ( lignin content: 21 % in rye straw from Kocheva et al. , 2008 and 7 % in rice straw from Sun et al. , 2000 ) , although we did n't analyse lignin contents of our tried straws. Pillinger et Al. ( 1995 ) showed that lignin-enriched brown-rotted wood is repressive to both Chlorella and Microcystis to a greater extent than lignin-depleted white-rotted wood. As decomposition status in this survey, oxidization of straw may ease lignin solubilization and/or enhance toxicity of the solubilized materal ( Pillinger et al. , 1994 ) . Besid es, lignin appears to be the most promising beginning of compounds like the methoxyphenols ( Ridge et al. , 1995 ) . Methoxyphenols every bit good as quinones, used theoretical accounts for oxidised phenolic compounds, have shown antialgal activity against Microcystis ( Pillinger et al. , 1994 ) . Other phytotoxic compounds such as ferulic, p-coumaric, vanillic, and p-hydroxybenzoic acids were found both in cold-water infusions of the straw of barley, rye, wheat, and in alcoholic infusions of their roots ( Borner, 1960 ) , and in rice straw ( Rice 1984 ; Inderjit et Al. 1995 ; Chung et Al. 2001 ) . The ground demoing otherwise repressive activity during straw debasement would probably be due to the continuum of production, the accretion of stubborn fraction and the chemical transmutation from assorted allelochemicals. As an application of an algae-growth inhibitor, adopted straws would undergo aging, decease, and decomposition in aquatic ecosystem. Under these conditions, plant-induced allelochemicals may be excreted or degraded continuously, be piled up into H2O columns, and besides contribute to the pool of organic affair in the aquatic ecosystem. These plant-derived allelochemicals contribute the formation of humic substances. SUVA can give information about the extent of aromacity of DOM related with humification. Increase of inclines between SUVA and decay periods in tried straws might ensue from the formation of stuffs such as humic substances harmonizing to decay periods and the gradual increasing of fractious fraction instead than labile one ( Fig. 2 ) . Chemical constr uction of straw infusions can be changed during biological and chemical decomposition, i.e. , labile fractions might be much more easy degraded than stubborn 1s ( Fig. 2 ) . For illustration, SUVA, an index of aromatic C content, has been shown to be negatively correlated with biodegradable DOC ( Kalbitz et al. , 2003 ) . However, qualitative designation and each specific consequence on the algal growing from decayed infusions remain to be studied. Although specific chemicals may be needed to be identified for the ecologically and environmentally safe options of Restoration, interactive consequence by combination of several chemicals might be considered ( Park et al. , 2006 ) . Short-run extraction from straws might lose out the opportunity to happen much better option, since this survey showed that infusions were chemically changed due to debasement and changed infusions showed different ability to suppress both maximal growing and growing rate of M. aeruginosa. Conversely, the sig nificantly algicidal chemical might be missed from infusions of low concentration demoing stimulus consequence on M. aeruginosa growing in this survey. Particularly, notable would be the observation to demo the different form about the suppression of maximal growing and growing rate between rice and rye straw infusions ( Fig. 2 ) , and nevertheless, these physiological features might be remained to be elucidated. Although all tested workss showed the suppression of algal growing in this survey, before works leachates incorporating allelochemicals are applied to command algal growing, the addition of the organic affair by leachates in the lakes or reservoirs demands to be considered. The importance of the control of organic affair is beyond difference in the H2O quality direction and research lab consequences should be extrapolated to the field with cautiousness.DecisionAll extracts with high concentration expressed by DOC showed repressive consequence on the growing of M. aeruginosa, and the 40-day infusion from rye straw indicated most effectual 1 with the lowest EC50 value of 18.9 mgC l-1. It was found that the extract concentration of rice straw had negative relationship with the maximal growing and growing rate, whereas rye straw showed negative relationship between the extract concentration and the lone maximal growing of M. aeruginosa. Through UV optical density, features of infusions s hould be changed due to debasement of straws, and this alteration might be linked with their repressive ability on the growing of M. aeruginosa. However, increasing DOC as unexpected pollutants every bit good as extrapolation of research lab plants into field status should be considered anterior to using infusions from straws as an option for Restoration technique.MentionsBarrett, P.R.F. , 1994. Field and laboratory experiments on the effects of barley straw on algae. 1994 BCPC monograph No.59: comparison greenhouse & A ; field pesticide public presentation II pp.191-200.Barrett, P.R.F. , Curnow, J.C. , Littlejohn, J.W. , 1996. The control of diatom and cyanophyte blooms in reservoirs utilizing barley straw. Hydrobiologia 340, 307-311.Borner, H. , 1960. Liberation of organic substances from higher workss and their function in the dirt illness job. Bot. Rev. 26, 393-424.Chesson, A. , Stewart, C.S. , Wallace, R.J. , 1982. Influence of works phenolic acids on growing and cellulolytic a ctivity of first stomachs bacteriums. Appl. Environ. Microbiol. 44, 597-603.Chung, I.M. , Ahn, J.K. and Yun, S.J. ( 2001 ) Appraisal of allelopathic potency of barnyard grass ( Echinochloa crus-galli ) on rice ( Oryza sativa L. ) cultivars. Crop Prot 20, 921-928.Cooper, J.A, Pillinger, J.M. , Ridge, I. , 1997. Barley straw inhibits growing of some aquatic saprolegniaceous Fungis. Aquaculture 156, 157-163.Everall, N.C. , Lees, D.R. , 1996. The usage of barley-straw to command general and bluish green algal growing in a Derbyshire reservoir. Wat. Res. 30, 269-276.Everall, N.C. , Lees, D.R. , 1997. The designation and significance of chemicals released from break uping barley straw during reservoir algal control. Wat. Res. 31, 614-620.Gibson, M.T. , Welch, I.M. , Barrett, P.R.F. , Ridge, I. , 1990. Barley straw as an inhibitor of algal growing II: research lab surveies. Journal of Applied Phycology 2, 241-248.Hussein, A.S.M. , 1982. Algicidal belongingss of Acacia nilotica. Fitoterapia 53, 175-177.Inderjit, K.M.M. Dakshini, and F.A. Einhellig ( explosive detection systems ) , 1995. Allelopathy: Organisms, Processes, and Applications. ACS Symposium Series 582. Washington, DC: American Chemical Society.Kalbitz K, Schmerwitz J, Schwesig D, Matzner E ( 2003a ) . Biodegradation of soil-derived dissolved organic affair as related to its belongingss. Geoderma 113:273-291L.S. Kocheva, A.P. Karmanov, M.V. Mironov, V.A. Belyi, V.Yu. Belyaev, Yu.B. Monakov, 2008. Straw Lignins: Hydrodynamic and Conformational Properties of the Macromolecules. Russian Journal of Applied Chemistry, 81 ( 11 ) : 2033-2039.Newman, J.R. , Barrett, P.R.F. , 1993. Control of Microcystis aeruginosa by break uping barley straw. J. Aquat. Plant Manage. 31, 203-206.Park, M.H. , Han, M.S. , Ahn, C.Y. , Kim H.S. , Yoon, B.D. and Oh, H.M. 2006. Growth suppression of bloom – forming cyanobacterium Microcystis aeruginosa by rice straw infusion, Letters in Applied Microbiology 43: 307-312.Pillinger, J .M. , Gilmour, I. , Ridge, I. , 1995. Comparison of anti-algal activity of brown-rotted and white-rotted wood and in situ analysis of lignin. J. Chem. Ecol. 24, 1113-1120.Pillinger, J.M, Cooper, J.A. , Ridge, I. , 1994. Role of phenolic compounds in the antialgal activity of barley straw. J. Chem. Ecol. 20, 1557-1569.Pillinger, J.M. , 1993. Algal control by barley straw. Ph D Thesis, Department of Biology, The Open University, Milton Heynes. U.K. cited in ‘The control of diatom and cyanophyte blooms in reservoirs utilizing barley straw. Barrett, P.R.F. , Curnow, J.C. , Littlejohn, J.W. , 1996. Hydrobiologia 340, 307-311. ‘Pillinger, J.M. , Cooper, J.A. , Ridge, I. , Barrett, P.R.F. , 1992. Barley straw as an inhibitor of algal growing III: the function of fungous decomposition. Journal of Applied Phycology 4, 353-355.Rice, E.L. , 1984. Allelopathy. Academic Press, London. p. 422.Ridge, I. , Pillinger, J.M. , 1996. Towards understanding the nature of algal inhibitors from barley straw. Hydrobiologia 340, 301-305.Ridge, I. , Barrett, P.R.F. , 1992. Algal control with barley straw. Aspects of Applied Biology 29, 457-462.Ridge, I. , J. Pillinger, and J. Walters, 1995. Relieving the jobs of inordinate algal growing. In The Ecological Basis for River Management. Wiley, Chichester. cited in ‘The designation and significance of chemicals released from break uping barley straw during reservoir algal control. Everall, N.C. and D.R. Lees, 1997. Wat. Res. 31 ( 3 ) :614-620. ‘Sun, R. , J. Tomkinson, F.C. Mao and X.F. Sun, 2000. Physicochemical word picture of lignins from rice straw by H peroxide intervention. Journal of Applied Polymer Science 79 ( 4 ) : 710-732.Thurman, E.M. , 1985. Organic geochemistry of natural Waterss. Martinus Nijhoff/Dr W. Junk Publishers, Dordrecht, The Netherlands. p. 51.Welch, I.M. , P.R.F. Barrett, M.T. Gibson and I. Ridge, 1990. Barley straw as an inhibitor of algal growing I: surveies in the Chesterfield Canal. Journal of Applied Phycology 2: 231-239.Yamane, A.N. , M. Okada and R. Sudo, 1984. The growing suppression of planktonic algae due to wetting agents used in rinsing agents. Wat. Res. 18 ( 9 ) :1101-1105.

Pizza Pan Business Plan Essay

P ? ? ? ? izza Pan is an Australian Company, has developed two new styles of frozen pizza that is lite-cheese, single size whole meal pizza and a jumbo, topping-plus pizza. Pizza Pan is considering undertaking a promotional campaign to market these new varieties in Malaysia. As a marketing manager, we are required to: To outline possible marketing goal for Pizza Pan in promoting these new products. To identify and analyses target markets for these two products. To develop a marketing mix for ONE of these product. To develop an appropriate competitive marketing strategies for Pizza Pan ? In order to outline possible marketing goal for Pizza Pan in promoting these new products. So fast food is one of the world’s largest growing food types. As such Pizza Pan is also one of the well known companies in frozen pizza. This has currently developed two new styles of frozen Pizza. One of the pizzas is a light-cheese, single-size and whole meal pizza whereas another pizza favor is a jumbo, topping-plus pizza. As all of us knew, Malaysia which is a multicultural country which populate by more than 2. 8 million people and they loves experiencing new products and specially food and this country surrounded by hyper-competitors, yet Pizza Pan is considering undertaking a promotional campaign to market these new varieties in Malaysia. Obviously in order to promote these products effectively and efficiently the company needs planning ahead the marketing goals and strategies. Since Malaysia population was 28,728,607 during July 2012. Meanwhile there are 28,728,607 people on Malaysia, out of 29. 6% of Malaysian was 0-14 years old; 65.4% who are in 15-64 years old and there are also over 5% of Malaysian are 65 years old and above. Refer to the index shown; we had decided the goal of Pizza Pan is within one year 80% of Malaysian will get know Pizza Pan. We set the goal at 80%, there are 29. 6% of people are 0 to 14 years old in Malaysia let ignore the baby so we minus out 15 % on the group of age in 0 to 14 year olds so it will be 14. 6% of people who are in 9 to 14 years old. When added up with the group who are in 15 to 64 years old, 65. 4% + 14. 6% there are 80%. Now 80% of Malaysian there are all who can have Pizza or who love Pizza. It’s because baby who just born will not able to enjoy Pizza Pan and People Who over 65 years old will not like fast food or less although when they are young they like to have it. So we decided to minus out this two group therefore Pizza Pan has specific segments to achieve. Then, another goal would be associative in promoting these new Pan Pizza. One of it is to become the market share leader of frozen pizza products amongst its other competitors. Due to that creating customer’s awareness is also another important goal in promoting these new products. Whereby the company is aiming of rising up to 80% awareness towards these products and beat the rest of the competitors. In simple word, Pizza Pan Company also aims in retaining new customers into long term customers. With this, sales of the new product can be increased due to excellent brand image, attractive advertisement, showing the temptation to eat the product which has been positioned in consumers mind and their willingness to spend the money or experience new products on how creativity of the product can meet their satisfaction comparing to the standards favor of frozen pizza. In brief, we expect customers be aware of these new products in the market. For instance, during the first promotional period of these products, we are targeting the sales of RM2 billion for the frozen pizzas with low price strategy to gain the market share during the growth of life-cycle. In addition achieving true and loyalty customers towards the products is also our objective. In order to be â€Å"first among equals† in a category, the company needs to be more innovative by designing more alternatives selection for consumers. Besides, the company needs to promote the category brand first after only individual brand. Due to promoting frozen pizza it has an advantage like promotional saying â€Å"let frozen pizza refresh you today†, â€Å"Eat fresh anytime frozen pizza†, â€Å"Instant pizza, frozen pizza† â€Å"Ready to eat any time† etc†¦. ? In order to identify and analyses target markets for these two pizza products target markets for Pizza Pan Company are demographic, geographical, psychographic and behavioral. The company is intending to promote the two new products into the selected target markets. This would be metropolitan cities such as Kuala Lumpur, Johor Bahru, Selangor, Penang etc†¦ From the demographic market point of views, Pizza Pan Company is targeting for the highest expiation of consumers which are between 18 to 48 years of age and the expiation is starting to drop at the starting ages of 49 for the people. Besides, the company is not fixing the gender of consumers of selecting the products. Demographic speaking, the company is targeting for the single and married people who are like main customer for the company. It can be easy for the people who are individuals or even working marriage couples who are likelihood to consume frozen pizza and having busy life style and have to prepare meals for themselves. So it’s time consuming and full satisfaction for busy people. Moreover it will also ease the burdens of parent as even children can prepare their own meals in a very safe way. Not only income and occupation of consumers are included in the demographic market. For example, a person who is holding the high-position in the rapid changing world, can means he/she is high income earner who has to responsible with amount of workloads through working against its time. Hence, they are encountering frozen pizza is fast food and best convenient option for them to work through their days. Besides, the company is targeting for the Englisheducated students who are more likely to follow the western style by consuming frozen pizza as their priority frequent meal whereas Chinese -educated students are preferred in consuming flour products as their elementary needs such as rice. Since Malaysia is multicultural country and comprising of variety race with different religion. Therefore, Pizza Pan Company is taking into consideration of religion respects as their target market. As a result, two new frozen pizzas are promoting but restricting with no pork contents, namely â€Å"Halal† in order to be available for Malaysian consumers. Also, the young generation has becoming the target market to focus on nowadays. Owing to the lack of responsibilities that teenagers have and the lack of home cooked meals whiles home alone, along with current trends of impatience youngsters that everything must be â€Å"simple and fast†, thus frozen pizza is a quick alternative for meal. The geographical target market for the company is Malaysia. The company is targeting for the metropolitan such as Kuala Lumpur which is the capital of Malaysia and Penang as the second high population area. Johor Bahru with high population and the people who works in Singapore, so basically they don’t have time to cook or even eat outside food. However, the company would only develop the two new products to other urban area and rural area when the company’s see some progress or growth in economic situation. Besides that, it is also due to the reason that rural area people spending power is dependable on their own economic growth. This is generated in a traditional way for many decades instead of spending on a new product. Moreover, the new products are available in shopping malls, grocery shops and even schools. Another target markets owing to psychographic is individuals who value their health and diet. They are those who have a fast-paced life and don’t seem to have much time on their hands. They are those who find it difficult to fit in something health for lunch as anything that is â€Å"fast† is fast-food. For example, frozen pizza is quick, easy and delicious at the same time can have for lunch. The home oriented is the people who are willingly to stay in the house rather than hanging out for their lunch or dinner. Besides, target market to focus on for Pizza Pan is all social class can enjoy the frozen pizza as it is economical for everyone. With the outgoing and energetic personality individuals are on the list of target market because they might curious to come across of how delicious a new frozen pizza can be. The target markets for behavioral segmentations are benefits, usage status and attitude towards product. Attitude towards product is the emotional response in which positive attitude would affect the usage and loyalty status to a company. If the new frozen pizzas are meeting the customer’s satisfaction, hence new consumers would insist of consuming the pizza by shifting to the regular consumers. In order to benefits the on diet or health conscious consumers, Pizza Pan is designing the light-cheese, single -size and whole meal pizza with adequate nutritious guaranteed on the package. Moreover, the advantages of new frozen pizzas are only to be cooked in just 5 minutes. It would beneficial busy workers who are working around the clocks to be fast and convenient for their time efficiency yet economical for their livings in the rat race world. ? In order to develop a marketing mix for ONE of the products. The marketing mix is primarily made up of four variables and they are 4p’s which is Product, Place, Price, and Promotion. The marketing mix is often described as a method used in developing a viable marketing strategy, with each ingredient being used different ways and at different times based on the product or service one is trying to market . The type of place channels used by Pizza Pan is the direct channel. The direct channel is successful when there is a very large market that is geographically dispersed. The direct channel is also useful when there are a large number of buyers, but a small amount purchased by each. Pizza Pan uses two different methods of selling its products directly to the market. The first method of place used by Pizza Pan is free delivery as supplier’s . The Company would supply their products to wholesalers, retail chains, supermarkets and online but with certain amount of purchase or even small neighborhood grocers for their mass selling. The advantages of using the method are a lower search cost or easy to find for our consumer. Consumers will not have to search the lengths of the earth to find our product. Basically they could find it anywhere. Another method of distribution is for consumers to dine-in especially those who are travelers can go to the highway recreational stands or even conveniences stores like 24 hours Seven-Eleven shop to purchase the fresh from oven frozen pizza. It can mean convenient as â€Å"quick† and â€Å"take-away† products for the travelers eager of reaching the destination. Product Pizza Pan should offer a new product called â€Å"The Deluxe Plus† pizza. â€Å"The Deluxe Plus† is a light-cheese, single-size, whole meal pizza which is the alternative choice for the health-conscious who is on diet with light cheese content pizza along with the current trend that â€Å"slim is beautiful† for female who is likely to consume whole meal foods rather than origin flour foods. This new pizza will have many different competitive advantages. The first competitive advantage of â€Å"The Deluxe Plus† is dietetic food concerned for consumers. The second competitive advantage is the whole meal pizza which is in reasonable price and single-size than any other pizza on the market which is a jumbo pizza. In simple words, it would be a waste for an individual finish the pizza on time. Thus, â€Å"The Deluxe Plus† helps for cost-saving. Another competitive advantage is the Pizza Pan brand name. Pizza Pan has built an international brand name which means quality products. Since Pizza Pan will be introducing â€Å"The Deluxe Plus† customers will automatically think this is a high quality product. The final competitive advantage is that this product will be the special designed pizza to target Malaysian youth. â€Å"The Deluxe Plus† will target young generation or people between the ages of 18 and 48. This market purchases a lot of pizza each year, but very few pizza restaurants actually target them. It will be introduced on Rtm1, 2, 3, 8TV channel. During the introduction stage of the product life cycle, Pizza Pan will try to establish a market for the product and persuade early adopters to buy. â€Å"The Deluxe Plus† is expected to begin and declining the purchase intent after one year on the market. Pricing strategy plays an importance role too because it affects both revenue and buyer behavior. The retail pricing strategy allows Pizza Pan to charge a price that is lower than the competition, in order to promote the frequent sales since the market of the demand of suppliers and consumers are elastic. Customers are price sensitive and the quantity demanded will increase significantly as price decline. Therefore, several sales promotions and coupons will be used to lower the price below those competitors. For example, Pizza Pan is offering free pizza on purchase on two pizzas on special occasions like Chinese New Year, Deepavli or Raya holidays etc†¦ The high or low pricing strategy has several advantages. Firstly, pricing strategy will help to segment the market. Different groups of customers are willing to pay different prices for the same product. Pizza Pan is enabling to sell â€Å"The Deluxe Plus† to the consumers who are â€Å"first-come-firstserve† with economical price. Customers will be able to try something new when they purchase â€Å"The Deluxe Plus† and this exciting experience may bring those customers back to purchase other products. The main theme that will be used to promote â€Å"The Deluxe Plus† is youth. Since Life brand of tomato, chili or BBQ sauce is becoming the non-substitute items for Pizza, therefore it will be included in promotions like KFC. The main promotion will be a coupon to purchase â€Å"The Deluxe Plus† and receive a bottle of sauces which includes many favors. The objectives of this promotion are to introduce a new product, stimulate demand, change the short-term behavior of the customers; This promotion will be distributed mainly by mail, but also by fliers on college campuses or supermarket malls in order to reach the target market. â€Å"The Deluxe Plus† will be published in the newspapers or magazines that are popular with the target market such as STAR, New Straits Times, Woman weekly, Apartments post box and Seventeen. Although advertisements are not cheap, Pizza Pan is an Australian company who is preparing the financial resources to advertise. The young people will then eat â€Å"The Deluxe Plus† with their favor sauces. There will also the teaser banners will be bought to be displayed on bus stops, lampposts or even the Billboard announcements will be placed wherever on the highways for the travelers to notice it. Thu, the advertisements campaign can create awareness of the new product in the target markets. ? In order to develop appropriate competitive marketing strategies for Pizza Pan, Pizza Pan has tough competitors such as Pizza Hutt, Dominos, Barista, Papa John’s, Subway and many others. Hence, there are several competitive marketing strategies that are developed in order to compete with them. Our main intention is to be overall cost leadership, for offer lowest price to the consumer. We are also planning to practice differentiation by offering products with unique customers benefit or features which is not available from the competitive offerings. For instance the â€Å"The Deluxe Plus† which is a health concern product. We want to create a unique selling proposition that gives a real competitive edge Pizza Pan’s business growth strategy starts with a strong competitive positioning strategy in the marketplace there will discounts offered as a part of a grand opening campaign. Moreover we should watch on over competitor’s strategies too whatever they apply for their product we could plan for it too. Such as Pizza Hutt is offering buy one get one free so pizza pan could work on that too. Then, product leadership is also another strategy as we aim in leading in frozen pizza In Malaysia. Hence, before leading in we have to enter the new global markets; we also intend to create a local partnership with Malaysian businessman. For example, Pan Pizza that originated from Australian company would identify local partners in Malaysia like share holders in food industries so that it will be easier for them to markets the new variety products in Malaysia. This is because local partners know on how to attract their country people and to bring these products to customers as they can receive a good response. Another marketing strategy would be balancing customers and competitor orientations. In specific, we focus on being market centered company. This actually focuses more on customer’s development in designing strategy. Whereby strategies that can increase products availability and promotion in existing markets. To enter new global markets, the we would make a sponsorship within targeted countries. For example Pizza Hut is an American restaurant chain International franchise having their store locations in Malaysia and they achieve their goals and objective of their company like sponsoring shirt for English football club or become a part time sponsor of Galaxy M. Thus, we would also sponsor for Malaysian tennis or squash team during tournament. Finally, a small-scale trial can be a good way of testing a marketing strategy without committing to excessive cost. Whereby, a SWOT analysis would be carried out that includes strength, weakness, opportunities, threats. As for strengths, Pizza Pan is known for personal and flexible customers and service, depth industry experience, creative yet practical product designer, the use of highly flexible and efficient utilizing direct customer’s sales and distribution, varied menu items for broad appeal, high/consistent quality, and strong advertising marketing promotion. Then, weaknesses of lack of an established reputation of frozen Pizza in Malaysia, In conclude, promotion methods used by Pizza Pan tend to create product awareness amongst its new consumer in frozen pizza market. As mentioned earlier segment of the market that we have targeted is a very diverse group whereby promotion of the product has to be done in a very diversify style and unique. It is also believed that â€Å"The Deluxe Plus† will bring Pizza Pan a great success by using effective marketing mix strategy which may even consume high cost in its promotional campaigns but, however we strongly believe that, our potential product will cover the cost and gain maximum profit. http://en. wikipedia. org/wiki/Demographics_of_Malaysia http://www. pizzapanonline. com/ http://en. wikipedia. org/wiki/Pizza_Pan http://www. marketingteacher. com/lesson_marketing_mix. htm http://www. markedbyteachers. com/catalogsearch/result/index/? http://in_defense_of_frozen_foods_9907348. html http://www. quickmba. com/marketing/mix/ Uk marketing uni. Kotler & keller,(2006),marketing management.