The marketing environment audit Essay Example for Free

The marketing environment audit Essay Brisk innovation and globalization have produced great opportunities and alternatives in the marketplace for consumers and business organizations alike. Competitive demands have led to sourcing and manufacturing on a global scale, resulting in a significant rise in product offerings. As businesses grow more multifaceted, so as their supply chains. This paper will attempt to describe Dells supply chain as one of the most successful and leading supply chain in the personal computer industry, including its processes and material flow. Comparison and contrast with its competitors, recommendations for process improvement and its ethical considerations will be discussed. Existing Supply Chain Process Dells business concept based on direct-sales and build- to-order has achieved superior performance in the PC industry in terms of inventory turnover, reduced overhead, cash conversion and return on investment. Building PC to order means that Dell must have parts and components on hand to build a wide array of possible configurations with little advance notice. In order to fill orders quickly, Dell must have an excellent manufacturing and logistics capabilities supported by information systems that enable it to substitute information for inventory. Order? taking The supply chain process begins when orders come in, mostly from internet/intranet (90%) using the built-to-order model. Integrated with direct to consumer, the system allows consumers to decide what features are needed for their computers before product manufacturing is completed. Dell offer standard models configured by the customers themselves as they generate the orders. It is called built-to-order as opposed to built- to-stock that requires inventory. Built-to-order significantly lowers financing costs and increases customer satisfaction for Dells chosen market segment. Dell records an order, clears credit (as they take no chances) and Demograpic the competitive rivalry that exists in the PC market globally become one of the threaths to dell’s company. There are some actions that have been taken by dell’s company to respond to the demographic’s developments and trends , such as innovation approach, technology initiatives, flobal product development,etc. Economics The computer industry expects a growth of approximately ten percent over the next years. 5 This growth is influenced by the economic situation in a specific country, having an impact on the purchasing power of potential customers. Additionally, changing inflation rates and currency fluctuation also determine the profitability of a company. To respond to the economic development, dell is making and selling low cost , low price computers to PC retailers. Dell is the world’s largest PC maker. For the last couple years, it has held its position as market leader. Environmental Dell led firms in the computing sector, Dell scored particularly well in renewable energy use , recycling, and its integration of a sustainability strategy in its business. Moreover, Dell sources about 35 percent of its U. S energy use from green power and app. 20 % globally, and its offers free computer recycling to consumer world wide. Technological There is hardly any industry that is characterised by a faster technological development than the computer industry. Increased Research Development have caused permanent innovation processes which lead to short product life cycles resulting in a faster depreciation of the products Politic and legal Political factors include government regulations and legal issues determining the conditions under which companies have to operate. In this field, the computer industry has to face certain restraints. Problems can arise in countries where political stability is not guaranteed, no matter whether companies operate production facilities or if they do business with that country through exports. Many countries still have restrictive policies which are maintained to protect domestic manufacturers and production. Such policies often hinder foreign companies from entering into these markets. The only possibility to do business in those countries is to establish partnerships with local companies, where they are additionally forced to accept minority shares and to provide money and technological know-how. However, the computer industry sees great potential in those countries which loose their restrictions. 4 This is especially true for China which has opened for many industries since its accession to the WTO in 2001. In the course of globalisation trade barriers decline and new markets emerge, allowing free trade to expand. Cultural and social The national demand for computers is dependent on the educational level prevailing in a specific country. The higher the educational standard, the higher is the demand. Furthermore, computers get more and more involved in daily life. Today, children already get familiar with the use of computers at a very young age, representing a generation that will hardly live and work without a computer in the future. Additionally, the brand image of a computer and lifestyle trends get more and more decisive for the purchasing decision. The computer industry adapts to this trend, e. g. by offering a wider range of notebooks and by trying to create a strong brand name. For Dell’s company, this lifestyle can give benefits for them. There are some respon of the Dell’s company to factors in the micro environment. I’ll explain it in this paragraph. Firstly, the market for laptop computers has distinguished its self as the fastest growing segment in the computer industry. Throught out its growth and development,this market, like many others , has changed a great deal as a result of customers demands. In an effort to carter to these demands, the company like dell look to market trends to aid to the development of new products. In its most recent stages, the laptop has been specifically influenced by an number trends. Secondly, customers are becoming more educated about their purchase so dell believe in creating loyal customers by providing a superior experience at a great value. Dell are committed to direct relationships, providing the best products and services based on standards-based technology, and outperforming the competition with value and a superior customer experience. Besides, there are many competitors that must be looked by dell’s company. Therefore, to response to the markets, customers, competitors , distribution and dealers, and supplier and facilitators, Dell’s company use direct strategy which selling low cost , low price computers to PC retailers.

Analysis of Global Automobile Market

Analysis of Global Automobile Market EXECUTIVE SUMMARY The purpose of the report is to assess the recent strategies employed by global automobile organisations between 2007 and 2010 based on secondary data and published press. Organisations thereafter refer to global automobile organisations. This report explores the process of reconciling dichotomies at Honda Motors Corporations (HMC) in terms of its strategies and core competences. Several theoretical frameworks were derived from related literature as a guide to analyse and integrate relevant elements from business level and corporate level strategies application. The roles on mergers and acquisitions (MA) applied in the global automobile industry are then discussed. This section is structured as follows: part 1 reveals MA in relation to too much debts and risk of bankruptcy; part 2 describes MA as a strategy to explore potential for product synergy and part 3 illustrates MA as means to access to new technologies and emerging markets. This report examines the corporate social responsibility (CSR) practices initiated by the organisations and its impact on the financial and non-financial performance. The report ends at discussion the Western and Japanese leadership used by the global automobile organisations and their suitability. INTRODUCTION OVERVIEW OF GLOBAL AUTOMOBILE INDUSTRY The automobile industry can be divided into three categories: auto parts vendors, automobile manufacturers and dealers. The global automobile market has been long dominated by Western manufacturers such as General Motors, Chrysler and Volkswagen in 1955 followed by eastern automobiles manufacturers Toyota, Honda and Nissan since 2005. In 2009, Toyota was the worlds leading car manufacturer with approximately 15.3 percent market share, Volkswagen 13.1 percent and Ford approximately 6.9 percent market share (Datamonitor 2009). Recently automobile manufacturers in developing countries such as Hyundai, Tata and Geely have increasingly become vital players in the automobile market, Hyundai is now one of the significant players in the United States market (Fetscherin and Toncar 2010) whereby Tata and Geely have begun to take aim at developed country automobile markets and intend to compete in the global automobile market (Fetscherin and Toncar 2010). The 2008 global financial downturn had negatively impacted the automobile industry into crisis thus many organisations were encountered losses and bankruptcy. Nevertheless, there were four outstanding organisations recorded remarkable profit during this turbulent period: Volkswagen, Honda, Hyundai and BMW (Appendix 1). Forecasts predict that the global car industry will be worth $1,611 billion by 2014 with the volume of 66.2 million units (Datamonitor, 2009). HONDA STRATEGY AND MANAGERIAL DICHOTOMIES HMC established in 1948. Honda develops, manufactures and markets small general purpose engines and scooters to specialty sports cars, had earn an outstanding reputation from customers worldwide. Honda has grown to become the worlds largest motorcycle manufacturer and one of the leading automobile manufacturers. There are seven business units in HMC (Figure 1). Figure 1 Honda SBU.jpg Honda business level strategy versus corporate level strategy in global context Business level strategy refers to the way HMC competes in an industry which it is located. Porter generic strategies framework had been employed to examine each Honda strategic business units (SBU) (Figure 2). Figure 2 Porter generic.jpg Honda sets out cost leadership strategy to produce an urban car with fuel efficient feature, Honda City, a successful model had reflected Hondas innovative and quick response to market demand on inexpensive and fuel efficient (Nonaka 2007). Honda enjoys the cost advantage to produce and market its Hero Honda motorcycle in India by preference to access to raw materials and efficiency of production capability (Ramarao 2009). Honda continuous seeks for cost reductions to competitive position. Differentiation involves offering a unique product with special characteristic however the selling price may not be low (Fitzroy and Hulbert 2005) Honda created Acura series to isolated its common automobile ranges. Acura is a higher range to compete with luxury category, i.e. Toyota Lexus. Honda Acura differentiates itself from product features and engine performance. Honda produces a series of scooter range from 50cc to 125cc to meets different demands for different markets (HMC 2009). Honda launched specialty engines GX160, GX200 and GX390 for better handling and durability suitable for long tail boats which are common water transportation in Asia (HMC 2009). Honda Insight, a hybrid vehicle that incorporated a compact and lightweight hybrid system to offer fuel economy while maintain the pleasure of driving (HMC 2009). Besides differentiation strategies, Honda performs well in its private jets, ATVs, watercrafts, outboard motors and jets. Honda differentiates focus on dual clutch transmission and water cooled engines in its FourTrax Rancher ATVs (HMC 2009). Honda started Hondajet since 2006, the private jet featured by HF120 compact turbofan engine for low emission where the first delivery is expected in 2011 (HMC 2009). Corporate strategy is the future organisations directions against resources possessed by the organisation (Lynch 2000). Corporate strategy links organisations internal resources and the social economic environment that it operates (Lynch 2000). HMCs sense of purpose is to striving to be a company society wants to exist (HMC 2009). In view of intense competition (threats) and strong demand (opportunities) from HMC operating environment (Figure 3), HMC had implemented some value added corporate strategies. Figure 3 Corporate strategy.jpg Product diversification concerns an expansion of product range that Honda supplies. Honda extended its product range from light truck to compact sedan cars. In North America, HMC introduces Pilot, Acura TSX and Acura TL to meet the different market requirements (HMC 2009). HMC broaden its range to launched Honda City in Asia outside Japan as the trend towards driving smaller cars accelerated along with the increase in fuel prices (HMC 2009). Vertical integration is an expansion of range of business related activities that HMC encompasses (Fitzroy and Hulbert 2005). Honda opens up financial services division to lease their automobiles and services centres for pre and after sales services to strengthen its branding position as one stop vehicle provider. Geographical diversification is an expansion to wider geographical areas mainly to create additional market share or obtaining competitive advantages. HMC has a global network of 396 subsidiaries and 105 affiliates in more than five regions and 160 countries recorded 3.5 million units automobiles sales in 2009 (HMC 2009). HMC established its manufacturing plants in various countries to support domestic demand rather than manufacture in Japan and export, this will help in shorten the delivery lead time and incentive in domestic assembly. Successful organisations must outgrow their initial scope of products and geographical areas (Fitzroy and Hulbert 2005). Horizontal integration refers a diversification into different industries. Besides automobile, HMC broadens its business into different industries i.e. aviation business, solar cell business and household cogeneration units (HMC 2009). Honda product-related core competencies versus process-related core capabilities In practice, HMCs capability is as the main drivers for its shareholder values. Honda started with motorcycle business had move on to engine business and the most successful automobiles consists of 77 percent of its revenue. HMCs success underlying its core competence in engines design allows HMC to develop more products i.e. lawn mowers, motorcycles, automobiles and private jets (McGee and Thomas 2007). Substantial increase in fuel price, new customer preferences and spending patterns are a significant momentum to the pricing model and value proposition changes whereby consumers emphasize on good price for reasonable quality (Giesen et. al. 2010). As part of corporate strategy, Honda enhances its Research and Development (RD) particularly in safety technologies to help reduction on the risk of injuries to passengers and pedestrians from car accidents and fuel efficient cars, i.e. Honda Freed and Honda City. Honda recognises the rational to develop non-pollutions product in the first place than to clean up later. The electric car demonstrates a technological solution for the air pollution caused by automobile emission (Bernabo et. al. 2009). However, due to the charging centre constraints and maturity of the power supply capacity for longer journey, HMC focuses on its hybrid car Insight to meet the demand. Lean management focuses on eliminating waste (non-value adding activities) throughout HMC production systems (Chen et. al. 2010). By selective sharing of design development, HMC can focus resources and competencies on a limited set of innovative ideas and reduce their direct costs for innovating many of the components in their products (Chen et. al. 2010). A safety-induced crisis causes obvious problems for a brand like Honda which pride itself on reliability and the promise to deliver the power of dream(Banks 2010). HMC need both vendors and dealers to complete the complicated fabrication processes and reaches end consumers. In contrast to many competitors, HMC realises the importance of turning vendors into partners, loop the vendors into product design and development to shorten both new product lead time and reduce overall cost concerning the inventory holding (Nguyen and Slater 2010). The vendor development programmes include joint improvement, information sharing an updates, offer assistance to lift up vendors technical capabilities (Nguyen and Slater 2010). i.e. HMC make use of its vendor network to expand low price components accessibility in Vietnam had considerable reduce HMC production cost thus selling price (Oh and Rhee 2010). HMC factory networks operate the same way so each is able to make any vehicle in the product range according to market demand. This gives the company tremendous flexibility, efficient logistics to enhanced its manufacturing (Economist 2003). HMC installed special data systems in each of its factories to monitor weather forecasts to allows manager to predict bad weather which may affect deliveries so they can decide the stock up level to prevent material shortage (Economist 2003). To enhance the dealers ability, HMC trains and develops its dealer networks with operating procedures and policies in setting up the showroom, merchandising and service management (Oh and Rhee 2010). Honda Vietnam strict controls over vendors to ensure stable and good quality supply (Oh and Rhee 2010). Conclusion The analysis shows the density of HMC in managing its global organisation. Business strategies and corporate strategies are in different dimension but intimately link to each other, HMC needs to understand the external context of business when develop business and corporate strategies. HMC strengthen its production efficiency, flexibility and sales capabilities in various business units to meet the demand for cost effective products at the same time improve its corporate structure towards more flexible and dynamic to meet customers demand, business environment a society as a whole. There is no single best strategy applied for all products, Honda had demonstrated adequate thinking in developing suitable strategies for its products in different geographical areas. THE ROLE OF MERGERS AND ACQUISITIONS Mergers and acquisitions act as a strategic tool to obtain wider market share and create synergies-improvements in competitiveness, customer value or product innovation that can be achieved by integrating two entities (Gadiesh et. al. 2001, Thompson et. al. 2005). The global automobile business faces severe challenges with reduction in sales and intense competition and opportunities in emerging markets, such as China and India. Network-level strategies is useful in turbulent and growth markets yet an organisation had limitations access or unable to pursue that competition by on its own (Cools and Roos 2005). Boston Consulting Group (BCG) matrix was used to analyse global automobile organisations positions (Figure 4). Figure 4 BCG.jpg MA in relation to too much debts and risk of bankruptcy One of the most important factors in mergers and acquisitions is debt and bankruptcy during recession (Cappell 2010). Organisation fall in BCG Dog category (Figure 4), i.e. Volvo, General Motors and Ssangyong are forced look for suitable partner to sustain its limited market share. A research carried out by Ostermann and Neal (2009) reveals that there were 25 automobile vendors are in the high debt and bankruptcy risk (Figure 5). Figure 5 25 Bankruptcy.jpg If a business unit no longer generate positive returns on investment for the organisation without massive investment, some organisation opt trade off the business unit and exit the industry (Lynch 2000). Ford Motor sold Volvo to China Geely at US$1.8 billion as part of Fords strategy of exiting European luxury lines to focus on Fords brand (Starbiz 2010). In the scramble to swap gas guzzlers for smaller vehicles thus reduction in use vehicle residual value forcing General Motors finance arm into huge losses on cars returned after leased (The Economist 2009). Ssangyong, formerly controlled by Chinas SAIC Motor Corporations was under bankruptcy protection in early 2009 due to cash shortage crisis to be acquired by Indian largest sport utility vehicles manufacturer, Mahindra (Bloomberg 2010). Mahindra gives Ssangyong financial supports, engineering and sourcing synergies (Bloomberg 2010). MA as a strategy to explore potential for product synergy To response to the zero COÂÂ ² emission, BMW, Daimler and General Motors formed an alliance in 2005 to develop hybrid vehicle technology. The ultimate solution to zero carbon dioxide emission is electric cars (Bernabo et. al. 2009). Nissan sees future trends towards electric car however electric cars design is highly challenging thus Nissan joint venture with NEC Tokin for synergy where NEC Tokin focuses on cell technology and electrode manufacturing so Nissan can concentrate in mass production (Taylor III 2010). Automobile organisations are focused on potential partners technological ability than cost savings achievement (Cappell 2010). PSA Peugeot produces diesel engines with Ford Motor (Financial Times n.d.). Ford Motor and Fiat share a manufacturing plant in Tychy, Poland to produce Ford smaller car, Ka and Fiat 500 (Financial Time n.d.). Daimler announced strategic partnership with Renault and Nissan to build small cars, engines and van together (Financial Times n.d.). In addition, as pressure on developed country manufacturers increases to reduce costs, they might look to China as sources of inexpensive manufacturing and might increasingly manufacture their cars in China and export them to developed countries (Fetscherin and Toncar 2010). General Motors, Ford and Chrysler are currently producing cars in China in joint ventures with Chinese manufacturers (Fetscherin and Toncar 2010). Many family-owned organisations i.e. PSA, BMW and Fiat are reviewing their portfolio and seeking restructuring alliances to lower cost in part purchase and spreading research and development cost however subject to Europe Union competition ruling (Czinkota and Ronkainen 2001). MA as means to access to new technologies and emerging markets Many organisations have responded to globalisation by looking at joint ventures with international partners when they needed to bridge a technology gap (Czinkota and Ronkainen 2001). A survey carried by KPMG in 2009 shows 85 percent of the automotive senior executives presumed new technologies is an influencing issue in global automotive industry (Chappell 2010). PSA Peugeot Citroen joint ventures with Toyota to produce small cars in the Czech Republic for achieve economies of scale (Financial Times n.d.). Chrysler builds minivans for Volkswagen in Winsor, Ontario since 2008 (Financial Times n.d.). Traditional automobile markets are still expanding but more importantly the emerging markets in China, India and Korea are expanding rapidly likely to enter the US automobile market (Fetscherin and Toncar 2010). Network level strategy plays an important role to uplift the competitive advantage to compete in automobile industry, especially Chinese automotive manufacturers who follow the footsteps of the Western, Japanese and South Korean car manufacturers. China automobile manufacturers will aggressively enter the US market by either exporting or by building their own production sites in the USA (Fetscherin and Toncar 2010). The implication of MA is to reduce threat while simultaneously capitalising on emerging market growth (Gill 2008). Acquisition of Ssangyong by Mahindra gives Mahindra an access to distribution networks of 1,300 dealers outside South Korea and Russia automotive market where previously Ssangyong exports vehicles (Bloomberg 2010). Conclusion Mergers and acquisitions had been widely practised in automotive industry due to the automotive manufacturing investment for new entry is huge and need years of experiences and expertise. Many joint ventures were found among automobile organisations aim to lower their production costs to make the selling price more competition; some merger strategy had achieved synergy in product design and development. In the turbulent economic environment, mergers and acquisitions give automobile organisations a quick fix and direct access to a growing market for more market share. Mergers and acquisitions are mainly creating value for mutual benefits to both parties. 4.0 CORPORATE SOCIAL RESPONSIBILITY INITIATIVES The conventional business goal is maximising shareholders returns (Bonini et. al. 2006, Whittington 2001). However organisations are perceived as being socially responsible may create valuable market opportunities and increase more satisfied customers (Bonini et. al. 2006, Crane and Matten 2007). Davis (1973) stated that corporate social responsibility (CSR) refers to organisations consideration on action that will accomplish environment social benefits and ethical responsibilities along with the financial gains which the organisation seeks (As cited in Hoffman 2007, Polonsky and Jevans 2009). CSR helps to improve employee engagement to strive for better management, declining in employee perceptions will leads to significant threats to engagement (Hall 2010). Organisations always have an implied contract to embraces a diverse range of stakeholders which may have different social interests (Bonini et. al. 2006, Polonsky and Jevons 2010). Organisations can opt to react, defence, accommodate and proactive towards CSR as part of global strategies. Being socially responsible important however organisations must make a conscious decision about the degree to which they then leverage their CSR activities, thus translating doing good into strategic benefit (Polonsky and Jevons 2009). The five global automobile organisations demonstrate adequate CSR initiatives to improve their brand standing in automobile industry (Appendix 2). The CSR actions had contributed both positive profits to Honda, Hyumdai, Toyota and Volkswagen, also a negative loss to Daimler even though Daimler pursing quite adequate CSR actions. Global automobile organisations are aiming to achieve the highest category of the CSR: Philanthropic responsibilities. The most common practices are social projects, donations and sponsorship (Hall 2010). CSR needs resources such as funds and employees participation. Organisations are facing dilemma to satisfy the stakeholders with different social interests (Polonsky and Jevons 2009). Some authors criticised that global automobile manufacturers who produce fuel guzzling SUVs for urban users at the same time promote fuel-efficient vehicles to public (Polonsky and Jevons 2009). CSR may not directly impact the organisations financial performance as revenue may be affected by other factors such as economic. However a significant observation from literature reviews that organisations are difficult to sustain or strengthen its market share standing if they are not socially responsible to the society, this may adversely affect their long term value, the brand, talent and relationship (Bonini et. al. 2006, Hall 2010, Piotrowski and Guyette 2010). WESTERN AND JAPANESE LEADERSHIP APPROACHES When automobile industry was leaded by Western countries, Western leadership by Frederick W. Taylor was widely applied in the automobile manufacturers such as General Motors and Ford (Darmody 2007). His idea of leadership was planning and decision making lies on management level while production workers only participate in predetermined executions to ensure efficiency (Almashaqba and Al-Qeed 2010, Darmody 2007). Western leadership was emphasised on efficiency to maximize profits. In Western leadership, the role and responsibilities, authority and accountability, procedures and practices between management and workers are formalized to avoid the conflict in the relationship (Almashaqba and Al-Qeed 2010). Japanese leadership deliberately stresses decentralized management structure, praises the achievements of individuals and gives rewards to outstanding performance (De Wit and Meyer 2004). Autonomy similar to trust in eastern countries, decentralization and rewards can improve employees morale thus productivity. Japanese leadership introduces lean strategy and just-in-time production techniques to achieve production flexibility without increasing indirect labor costs (Shadur and Bamber 1994). These provide automobile organisation to deliver what is expected by customers in just-in-time (Chen et. al. 2010). A research done by Abbggelen and Stalk (1985) shows that the United States automotive plants required 250 percent human resources compared to the Japanese plant to make similar vehicle (Shadur and Bamber 1994). Just-in-time approach is dependent on the balance between the vendors flexibility and users flexibility (Slack et. al. 2007). Parker and Slaughter (1988) comments that lean production is a intensifies the pace of work as the production is operated in closing to the breaking point without supporting buffers, organisation may face severe difficulty when there is a material shortage (As cited in Shadur and Bamber 1994). Some analysts see lean production techniques as merely a subtle form of management control (Mehri 2006, Shadur and Bamber 1994). Japanese leadership focuses on waste reduction and value-adding activities, these focuses are short-term benefits thus Japanese leadership may ignore long-term competitive advantages (Chen et. al. 2010). A recent qualitative research had lifted Japanese leaderships veil as limited potential for creativity and innovation, narrow professional skills, worker isolation and harassment, dangerous conditions on the production line, accident cover-ups, excessive overtime, and poor quality of life for workers (Mehri 2006). The Japanese and western leadership are different in process. There are pros and cons between Western and Japanese leadership and not single ultimate solution for automobile organisations in different geographical area, the leadership application is subject to the culture of the workforce, labour union and availability of resources i.e. logistic, material and expertise. Shadur and Bamber (1994) points out General Motors plants in Australia faces challenge when they started lean production due to the culture different from the labour union and employees who used to work in a team than individual. Although several criticisms of lean production were discussed, however it is concluded that Japanese leadership can potentially contribute to a substantial improvement in automobile manufacturing competitiveness. CONCLUSION Business strategy is about creating sharper scope focus on a business unit contrast with corporate strategy which concerned an overall portfolio of several business units a whole. HMC had strengthened both product-related core competencies and process-related capability to strive for excellence in HMC establishment as a responsible organisation. Mergers and acquisitions are very important to global automotive organisations for reduce the risk in bankruptcy, achieve cost reduction and production effectiveness and explore potential for new product and gives instant access to new technologies. Cost and stakeholders value is crucial consideration when organisations decide on the investment in CSR action plans since the financial returns are not easily measured. This report concluded that there are more advantages than disadvantages for CSR as strategic tool in global strategies. Both Western and Japanese leadership was develop in the different industrial time therefore some of the leadership element many not be suitable to automobile organisations such as mass production in low turnover season. There is no single definite answer to the best combination of leadership as application is based on culture, geographical and strong commitment from vendors to avoid production breakdown. LIST OF REFERENCES Almashaqba, Z. M. S. and Al-Qeed, M. A. N. (2010). The Classical Theory of Organisation and its Relevance. International Research Journal of Finance and Economics. Vol. 41. EuroJounals Publishing, Incorporated. Banks. T. (2010). Rescue remedies. Design Week. p.9. http://elib.segi.edu.my:2094/ehost/pdfviewer/pdfviewer?vid=1hid=15sid=d7731cd4-b9d9-417c-b0d0-7caa46ceba42%40sessionmgr10 [Accessed on 31st August 2010]. 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How Does Digital Radio Work Computer Science Essay

How Does Digital Radio Work Computer Science Essay Digital audio broadcasting, also known as digital radio and high-definition radio, is audio broadcasting in which analogy audio is converted into a digital signal and transmitted on an assigned channel in the FM frequency range. DAB is said to offer compact disc (CD) quality audio on the FM (frequency modulation) broadcast band and to offer FM-quality audio on the AM (amplitude modulation) broadcast band. Digital radio works by combining two digital technologies to produce an efficient and reliable radio broadcast system: An audio compression system, called MPEG, reduces the vast amount of digital information required to be broadcast. It does this by discarding sounds that will not be perceived by the listener for example, very quiet sounds that are masked by other, louder sounds and hence not required to be broadcast, and efficiently packages together the remaining information COFDM technology, (Coded Orthogonal Frequency Division Multiplex) ensures that signals are received reliably and robustly, even in environments normally prone to interference. Using a precise mathematical relationship, the digital data signal is split across 1 536 different carrier frequencies, and also across time. This process ensures that even if some of the carrier frequencies are affected by interference, or the signal disturbed for a short period of time, the receiver is still able to recover the original sound. The interference which disturbs FM reception, caused by radio signals bouncing off buildings and hills (multi-path) is eliminated by COFDM technology. It also means that the same frequency can be used across the entire country, so no re-tuning of sets is necessary when travelling, or taking a portable receiver to a different area. Instead of having a different frequency for each radio station, digital radio combines several services together in what is called a multiplex. The multiplex is able to carry stereo and mono radio channels as well as services such as text and data. The UK has been allocated seven multiplexes by the Radio Authority in the spectrum 217.5 230.0 MHz. It is possible to carry more services on this one frequency allowing the spectrum to be used more efficiently. The multiplex has a gross capacity of 2,300,000 bits which are used for carrying audio, data and an in-built protection system against transmission errors. Of these about half the bits are used for the audio and data services. Throughout the day, the data capacity allocated to each service can be varied by the broadcaster. Each multiplex can carry a mixture of stereo and mono audio services and data services too; the number of each dependent on the quality required. A multiplex is a technical term used for a number of stations sharing just one frequency to transmit its services. It is a digital transmitter located within a region broadcasting stations operated by a company or group (e.g. BBC, Digital One, Switch Digital etc). So what are DABs benefits and the cost Listeners in most major towns and cities in the world and it can receive between 30 and 50 radio stations with digital radio, in many cases thats more than double whats available on analogue. And its not just more of the same the content within that choice of stations is unique and exciting, delivering station formats that just dont exist on analogue. The FM spectrum is so clogged right now that theres no room for new stations that would expand listeners choice with, for example, soul music, or country music, or big band swing, or any of the other 100+ brands that are available uniquely to DAB. Digital radio receivers have a screen on which stations can transmit information via Dynamic Label Segments (DLS). Some stations already transmit the latest news, travel, and weather, whats on now and next, Web site addresses and phone numbers. Tomorrows radios will offer much more sophisticated data. The potential for advertisers to use the DLS facility on DAB for targeted advertising is an exciting prospect, and in the future, advertisers can use DAB to deliver Internet-type commercials. Because digital radio uses the spectrum more efficiently than analogue, it is possible to broadcast more channels using the same frequency, making room for broadcasters to expand their station portfolios. It also offers less noise. DAB digital radio delivers improved sound quality. The technology allows the receiver to lock on to the strongest signal it can find and ignore everything else. This eliminates the hiss, crackle and fade so familiar on analogue radio. A BLOCK DIAGRAM OF A DAB RADIO http://focus.ti.com/graphics/blockdiagram/blockdiagram_images/6243.gif This diagram above is about what goes on in a DAB radio. In order to receive a station the Low-Noise Amplifiers (LNA) boosts the RF signal from the antenna. The frequency synthesizer generates a Local Oscillator (LO) signal that is mixed with the RF input to form the IF signal. The high-speed ADC converts the IF signal into digital samples. Depending on the speed of the signal the DAC outputs as compared to what the DSP or microcontroller can handle, a Digital Down counter may be required. The power supply is connected to the 12V or 24V board net and regulates down/up to voltages for DSP, uC, memory and ICs and functions in the infotainment system. In some cases there may be 10 or more different power rails, making the design of the power supply a critical task when trying to design for size, cost and efficiency. Linear regulators with low quiescent current help reduce battery leakage current during standby operating modes (ignition off), are load dump voltage tolerant for directly battery connected devices, and need low drop out and tracking for low battery crank operation. Beyond providing increased conversion efficiencies, switching power supplies provide EMI improvement with slew rate control of the switching FET, Frequency hopping, spread spectrum or triangulation method for attenuation of peak spectral energy, Low Iq, soft start for power sequencing and in rush current limitation, Phased switching for multiple SMPSs regulators to minimize input ripple current and lower input capacitance, higher switching frequency for smaller components (L and Cs), and SVS functions for brown out indications The Audio input front end and audio output is often combined into a single Codec. On the output side ADCs convert the digital output an analog signal, which is amplified to the levels needed by the speakers or headphones used with the system. By using Class-D amplifiers the systems power efficiency can exceed 90% while maintaining low THD. This improved efficiency leads to significant size, weight and heat reductions. TIs class-D car audio solutions exhibit extremely low EMI levels and are being used in OEM systems with stringent EMC requirements. The audio DSP performs I/Q demodulation and outputs digital audio and data. This includes functions like volume, treble, bass and sound effects. THE COMPONENT OF A RADIO TRANMITTER WAVE A transmitter can be defined as an electronic device which, usually with the aid of an antenna, propagates an electromagnetic signal such as radio, television, or other telecommunications. http://www.hardware-one.com/reviews/dab/DRS-small.gif A transmitter can be made by coupling the output of an oscillator directly to an antenna. The primary purpose of the oscillator is to develop an rf voltage which has a constant frequency and is immune to outside factors which may cause its frequency to shift. The output of this simple transmitter is controlled by placing a telegraph key at point K in series with the voltage supply. Since the plate supply is interrupted when the key is open, the circuit oscillates only as long as the key is closed. Transmitter http://www.tpub.com/neets/book12/0059.GIF Capacitors C2 and C3 can be GANGED (mechanically linked together) to simplify tuning. Capacitor C1 is used to tune (resonate) the antenna to the transmitter frequency. CA is the effective capacitance existing between the antenna and ground. This antenna-to-ground capacitance is in parallel with the tuning capacitors, C2 and C3. Since the antenna has capacitance, any change in its length or position, such as that caused by swaying of the antenna, changes the value of CA and causes the oscillator to change frequency. Because these frequency changes are undesirable for reliable communications, the multistage transmitter was developed to increase reliability. Reception of a DAB signal The DAB ensemble is selected from the antenna to the analogue tuner, the output is fed to the demodulator and channel decoder to eliminate transmission errors. The information contained in the FIC is passed to the user interface for selection and is used to set up the receiver appropriately. http://www.hardware-one.com/reviews/dab/fig3.jpg Receiving of DAB signal RATIO DETECTOR The ratio demodulator uses a double-tuned transformer to convert the instantaneous frequency variations of the fm input signal to instantaneous amplitude variations. These amplitude variations are then rectified to provide a dc output voltage which varies in amplitude and polarity with the input signal frequency. This detector demodulates fm signals and suppresses amplitude noise without the need of limiter stages. The input tank capacitor (C1) and the primary of transformer T1 (L1) are tuned to the center frequency of the fm signal to be demodulated. The secondary winding of T1 (L2) and capacitor C2 also form a tank circuit tuned to the center frequency. Tertiary (third) winding L3 provides additional inductive coupling which reduces the loading effect of the secondary on the primary circuit. Diodes CR1 and CR2 rectify the signal from the secondary tank. Capacitor C5 and resistors R1 and R2 set the operating level of the detector. Capacitors C3 and C4 determine the amplitude and polarity of the output. Resistor R3 limits the peak diode current and furnishes a dc return path for the rectified signal. The output of the detector is taken from the common connection between C3 and C4. Resistor RL is the load resistor. R5, C6, and C7 form a low-pass filter to the output. Ratio detector http://www.tpub.com/neets/book12/0261.GIF This circuit operates on the same principles of phase shifting as did the Foster-Seeley discriminator. In that discussion, vector diagrams were used to illustrate the voltage amplitudes and polarities for conditions at resonance, above resonance, and below resonance. The same vector diagrams apply to the ratio detector but will not be discussed here. Instead, you will study the resulting current flows and polarities on simplified schematic diagrams of the detector circuit. What is amplitude modulation? Amplitude modulation (AM) can be defined as a technique used in electronic communication, also is use as transmitting information via a radio carrier wave. AM works by varying the strength of the transmitted signal in relation to the information being sent. In order for a radio signal to carry audio or other information for broadcasting, it must be modulated or changed in some way. Although there are a number of ways in which a radio signal may be modulated, one of the easiest, and one of the first methods to be used was to change its amplitude in line with variations of the sound. The basic concept surrounding what is amplitude modulation, is quite straightforward. The amplitude of the signal is changed in line with the instantaneous intensity of the sound. In this way the radio frequency signal has a representation of the sound wave superimposed in it. In view of the way the basic signal carries the sound or modulation, the radio frequency signal is often termed the carrier. What is amplitude modulation, AM Amplitude Modulation    When a carrier is modulated in any way, further signals are created that carry the actual modulation information. It is found that when a carrier is amplitude modulated, further signals are generated above and below the main carrier. To see how this happens, take the example of a carrier on a frequency of 1 MHz which is modulated by a steady tone of 1 kHz. The process of modulating a carrier is exactly the same as mixing two signals together, and as a result both sum and difference frequencies are produced. Therefore when a tone of 1 kHz is mixed with a carrier of 1 MHz, a sum frequency is produced at 1 MHz + 1 kHz, and a difference frequency is produced at 1 MHz 1 kHz, i.e. 1 kHz above and below the carrier. If the steady state tones are replaced with audio like that encountered with speech of music, these comprise many different frequencies and an audio spectrum with frequencies over a band of frequencies is seen. When modulated onto the carrier, these spectra are seen above and below the carrier. It can be seen that if the top frequency that is modulated onto the carrier is 6 kHz, then the top spectra will extend to 6 kHz above and below the signal. In other words the bandwidth occupied by the AM signal is twice the maximum frequency of the signal that is used to modulate the carrier, i.e. it is twice the bandwidth of the audio signal to be carried. Amplitude demodulation Amplitude modulation is one of the most straightforward ways of modulating a radio signal or carrier. The process of demodulation, where the audio signal is removed from the radio carrier in the receiver is also quite simple as well. The easiest method of achieving amplitude demodulation is to use a simple diode detector. This consists of just a handful of components:- a diode, resistor and a capacitor. AM diode detector AM Diode Detector In this circuit, the diode rectifies the signal, allowing only half of the alternating waveform through. The capacitor is used to store the charge and provide a smoothed output from the detector, and also to remove any unwanted radio frequency components. The resistor is used to enable the capacitor to discharge. If it were not there and no other load was present, then the charge on the capacitor would not leak away, and the circuit would reach a peak and remain there. POWER SUPPY Most of the Dab radio is use by batteries. Also there three parts is a battery which are an anode (-), a cathode (+), and the electrolyte. The cathode and anode (the positive and negative sides at either end of a traditional battery) are hooked up to an electrical circuit. http://www.qrg.northwestern.edu/projects/vss/docs/media/Power/battery.gif The chemical reactions in the battery cause a build up of electrons at the anode. This results in an electrical difference between the anode and the cathode. In a battery, the only place to go is to the cathode. But, the electrolyte keeps the electrons from going straight from the anode to the cathode within the battery. When the circuit is closed (a wire connects the cathode and the anode) the electrons will be able to get to the cathode. In the picture above, the electrons go through the wire, lighting the light bulb along the way. This is one way of describing how electrical potential causes electrons to flow through the circuit.

A Smart Shopper has Nothing to Fear :: Essays Papers

A Smart Shopper has Nothing to Fear In William Creek life is easy. Of the five residents two are named John. The town consists of nothing more than a bar/convenience store. The outsiders seen are only the truckers who pass though. Once a week, one of the Johns drives 100 km to a more established town to pick up provisions and mail. As he sifts through his mail he finds a couple packages. Inside is the new shirt he ordered from J Crew and the French perfume his wife wanted. In another package is the hot Cajun sauce for jambalaya. He asked the local grocer to carry it for years, but they didn’t see a need. John is experiencing the luxuries of technology, even in his rural area he is able to connect to the Internet. John like millions of others has access to almost any product he cares to buy. Meanwhile in Chicago, Mindy is renting movies online for a romantic weekend. The web site brings up an ad to shop at one of its sister sites. She orders some lingerie and continues to compulsively buy items. Now h er email box is full of spam, or as companies have one believe â€Å"special offers.† Two days later the movies arrive, but one of the DVDs is scratched and unplayable. The nighty turns out to be a bit over the top and Mindy wouldn’t be caught dead in it. Luckily Mindy had been convinced to buy three other outfits. Frantically, Mindy races to the video store to get what she really wants. The previous two cases, like so many others, capture some the main issues facing businesses on the Internet. The idea of having a global market, while still capturing the safety of home, presented a unique opportunity for the business world. Many people believed that the dot-com collapse indicated the direction of the Internet, but they were far from correct. Customers still have an affinity to use traditional means of shopping, but this too is changing. Businesses have the opportunity to serve a large market, and customers have access to more merchants than ever before. While security issues and criminal behavior is on both the merchant and the consumers mind they are willing to take the risks to evolve to the new business model.

Drawing and Painting Media :: Art

Drawing and Painting Media Pencils Are Ace:- Pencils are classified by their hardness (H) and Blackness (B) and range from 9H to 9B. An HB pencil is in the middle as it’s both hard and black, and is good for general sketching. A harder pencil (like a 2H) is better for precise, technical drawings as it won’t smudge so easily. 1) Pencils are made from a mixture of graphite (a form of carbon) and clay. 2) Coloured pencils come in a range of colours and a variety of hardnesses. The softer ones are best for laying even, flat colour and are less likely to break. Inks, Paints, Pastels, Dry-transfer Lettering†¦ Also Ace:- 1) Inks are pigments suspended in water or solvent. They’re good for colour infilling, background washes and writing. 2) Gouache is a type of opaque paint, which is ideal for producing flat areas of colour, or highlights on renderings (e.g. coats of plaster, mortar, etc.). 3) Pastels come in two varieties – oil and chalk. Chalk pastel is particularly good for producing backgrounds on renderings, or adding tone and shading. It’s easily blended using your fingers or cotton wool. 4) Dry-Transfer lettering is applied with pressure from a waxed translucent sheet onto drawings or prototype models. It comes in various typefaces, sizes, styles and colours. Airbrushes Blow A Mist Of Ink:- 1) Airbrushes blow a fine mist of ink from a reservoir onto an image area, using compressed air from a compressor or a ‘power pack’ (can of compressed air). 2) It’s a time-consuming medium – you have to mask all the areas you don’t want to airbrush using a low tack clear film and a craft knife. Plus you need loads of practice to do it well. 3) You can get really great photo-realistic results, if you know what you’re doing. There are excellent examples of airbrushing on various record/CD sleeves, posters and adverts. 4) Airbrushing effects can also be achieved with some computer packages, e.g. Adobe Photoshop. Felt Pens And Markers – Water-Based Or Spirit-Based:- Water-based pens aren’t suitable for large areas because they dry quickly and leave streaks. 1) Fine-liners come in a variety of thicknesses and colours. They’re great for outlining drawings.

Ethical Principles for Research

Ethical Principles for Research There is four well-known moral principles constitute the basis for ethics in research. They are first, the principle of non-maleficence. It means that the research must not cause harm to the participants in particular and to people in general. Second is the principle of beneficence. That show the Research should also make a positive contribution towards the welfare of people. It should be provide benefit for whatever treatment is. Third is the principle of autonomy. The research must respect and protect the rights and dignity of participants. For my perspective if my doctor ask me to take an antibiotic to treat the infection, is my right to consent the treatment or withdraw my consent. Next is the principle of justice. The benefits and risks of research should be fairly distributed among people. The ten general ethical principles, presently relevant for social science research in health are as follows. First is essentiality. This is for undertaking research it is necessary to make all possible efforts to get and give adequate consideration to existing literature/knowledge and its relevance, and the alternatives available on the subject/ issue under the study. Second is, Maximisation of public interest and of social justice. That means that the research is a social activity, carried out for the benefit of society. It should be undertaken with the motive of maximisation of public interest and social justice. Third is knowledge, ability and commitment to do research. It shows that sincere commitment to research in general and to the relevant subject in particular, and readiness to acquire adequate knowledge, ability and skill for undertaking particular research are essential prerequisites for good and ethical research. Next is the respect and protection of autonomy, rights and dignity of participants. This research involving participation of individual must not only respect, but also protect the autonomy, the rights and the dignity of participants. The participation of individual must be voluntary and based on informed consent. Next is the privacy, anonymity and confidentiality. It shows that all information and records provided by participants or obtained directly or indirectly on/about the participants are confidential. For revealing or sharing any information that may identify participants, permission of the participants is essential. Then, the precaution and risk minimisation. For this research all research carries some risk to the participants and to society. Taking adequate precautions and minimising and mitigating risks is, therefore, essential. Then,non-exploitation. The research must not unnecessarily consume the time of participants or make them incur undue loss of resources and income. It should not expose them to risks due to participation in the research. The relationship within the research team, including student and junior members, should be based on the principle of non- exploitation. Contribution of each member of the research team should be properly acknowledged and recognised. Next is public domain. It needed all persons and organisations connected to research should make adequate efforts to make public in appropriate manner and form, and at appropriate time, information on the research undertaken, and the relevant results and implications of completed research. Then, accountability and transparency. The conduct of research must be fair, honest and transparent. It is desirable institutions and researchers are amenable to social and financial review of their research by an appropriate and responsible social body. They should also make appropriate arrangements for the preservation of research records for a reasonable period of time. Last but not least, totality of responsibility. The responsibility for due observance of all principles of ethics and guidelines devolves on all those directly or indirectly connected with the research. They include institution where the research is conducted, researcher, sponsors/funders and those who publish material generated from research.

Political Awareness Essay

Social media become an important medium of communication in the modern time in which it is provide powerful channels of information between politician and citizens. Besides that, the social media act as proactive devices for encouraging the citizen to participate in democratic process. The social media an important medium of information have influence people’s thought and action about politics and encouraged people to give opinions, critics and suggestions as well as participate in politics. Therefore, the social media is one of the primary mechanism in the political scene and capable of making political issues. However, it gives a negative aspects on political issues in which people may give wrong information and it also enjoys a positive function by spreading information across society quickly and enjoys freedom of speech. The development of new technology encourages youth to engage in politics. Youth today most likely to use the social media like Facebook, twitter, blog and you tube as medium of communication to interact with others. For example, blogs play an important role in political communication and in forming the opinions of political actors and politically interested users. Their ability to facilitate active interaction, present opinions, mobilize voters, as well as influence public opinion and eventually election outcomes makes political blogs an interesting. Online social networks provide us with convenient platform for such analysis. The data from many social networks is publicly available. Furthermore, social media has emerged as a significant platform for discussion and dissemination of political information. For example, Pew surveys (Smith, 2011) found that 22% of adult Internet users participated in political campaigns through at least one of the major social media platforms like Twitter, Facebook, and Myspace during the 2010 U.S. elections. However, people would not use social media regularly for interaction that lead to political engagement. People usually discuss about politic in social media only time of election in which political parties, political activists and organizations promote, persuade and wishing to increase participation by citizen. There is an analysis of social media usage for political purposes by young people during the United Kingdom general election in 2005. It  emphasized that the role of social media for reinforcing existing democratic awareness rather than as an alternative mode of political socialization. Interestingly, the percentages of the youth are much likely use social media in accessing political information for news and information about parties as well as candidates than older users. Thus, the social media plays an important role as strategies by political parties to target young voters are a valuable approach in attracting disaffected citizens. However, it also indicates that political engagement by young people may show signs of becoming misuse to the new social media where mobilization and activism may be more increase if they are social media users.