Tata Ace- Case Study

Advertising STRATEGIES ASSIGNMENT â€Å"TATA ACE† CASE STUDY 1) Why do we feel Tata Motors was focusing on LCV (Light Commercial Vehicle) fragment under business portion for TATA ACE? †††Better roadway frameworks like the Golden Quadrilateral implied that Commercial vehicles in 45+ Tons could convey mass burdens covering enormous separations in shorter time and at lower per ton per km cost. Government likewise approached the errand of improving street arrange between medium measured urban areas and furthermore constructing all climate tertiary street organize covering provincial towns-just littler and rough vehicles could work on these streets ( Pradhan Mantri Grameen Sadhak Yojana).Increased clog and contamination in the vast majority of the urban communities constrained the legislature to manage the development of Large/Heavy trucks (bigger than four tons) in the urban areas. Goodbye engines considered the above essential factors in deciding the requirement fo r enormous business vehicles for the thruways and littler sub 4 Ton classification business vehicle for working on both Inter city/Town and Intra city street network.Ruling out the chance of growing huge business vehicles because of the significant expense of advancement and dreading loss of incomes from their specialty standard size truck portion, Tata engines chose to create TATA ACE focusing on the Light Commercial Vehicle Segment. Additionally helping their choice procedure were some key strategy activities: †Discouraging the utilization of Old. Dirtying and uneconomical vehicles Scrapping of >15 years old vehicles Ban on over-burdening of vehicle. ) Highlight the Key result of Market Research which was directed before propelling TATA ACE and do we think there was a hole which can be tended to by a Product like TATA ACE? Statistical surveying including talking of more than 4000 truck and three wheeler administrators over the length and broadness of the nation featured th e accompanying needs, however there was an area which opined that even a three wheeler under TATA flag would be invited by the market: (I) Owning cost of the vehicle ought not surpass INR 200,000/(ii) Fuel Efficiency. Lessen â€Å"per ton per km† cost. iii) Maneuverability of three wheeler yet with more significant level of a. Wellbeing b. Sturdiness c. Toughness d. Unwavering quality e. Higher payload f. Solace of a four wheeled truck. (iv) And at last â€Å"Personal Motivation† to drive a four wheeler to improve the status of administrators in the general public and along these lines make transportation business people . Goodbye Motors tended to all the key necessities of the market with TATA ACE, A four wheeler with prudent valuing, Fuel Efficient motor, pay heap of 1750 kgs and inherent security highlights including upgraded comfort. ) How was Segmentation and Targeting accomplished for TATA ACE? As a Functional division, Tata engines concluded that the ACE would a ddress the range of LCV to ship 750 †1500 kgs more than 100-200 kms and position it between the Rickshaws/Cart and Pick up trucks; meeting the utilitarian needs of various clients. They likewise further portioned this useful sectioned clients into four gatherings viz. , †Performance delicate (7%) o Interested in status, Brand picture and speed o Willing to follow through on greater expenses for highlights Current proprietors/administrators of bigger SUVs or vehicles. †Balanced point of view (25%) o Return on Investment o Comfort and highlights o Owners †Entrepreneurs o Purchasing three wheeler, because of nonattendance of another option. †Return on Investment touchy (55%) o Per Ton per Km cost o No incentive for Non-financial buy contemplations o Generally armada proprietors/administrators who employed drivers †Acquisition cost obliged (13%) o Lacked credit o Could not manage the cost of for somewhat costly vehicles. o Prefer three wheelerFinally they r ecognized a gathering that couldn't manage the cost of any mechanized vehicle; utilizing bullock and pony trucks, cycle carts, manual draw trucks. Anyway this gathering after some time can go up and be a TATA ACE client. In view of practical and client division and furthermore considering possible development of the market , TATA Motors assessed and focused on: †45% of the ACE’s clients intending to buy 3 Wheeler †15% from potential pickup and LCV buyers †and 40% from first time CV buyers. 4) Explain the Marketing Mix 4P's [Product, Price, Place, Promotion] system adjusted for TATA ACE?Product: TATA ACE was intended to address three significant client needs as far as item ie. , †Overloading ability †2 chamber water cooled motor, in light of the demonstrated Indica diesel motor †Safety, Comfort and stylish contemplations Price: Though the cost obviously was higher at ' 225,000 as against ' 100,000-200,000, they tended to the Per ton per km cost. G oodbye Ace would cost Rs. 6. 70 for conveying one ton of merchandise over per km as against '7. 88, their closest rival could offer and portion normal of ' 8. 54. Place:Tata engines chose to turn out in stage starting with 5 states in Western and Southern pieces of India; where the interest for three wheelers were high. They likewise benchmarked appropriation arrange against two and three wheeler seller organize. In view of the information, they grew new vendor position called 1S (Sales), as against customary 3S business organize. Each current Tata Motors 3S Dealer (Sales, Service and Spares) was required to set up 8 to 20 1S habitats in their area and staff them with existing workers. Inside 3 months 300 new circulation focuses were set up.Promotion: Tata engines utilized both Print and TV media to position and advance the item. †Chota Hathi †Symbol of Power, Reliability and â€Å"Mini† item A kid racing to class, Wife seeing off for the afternoon, Off to Work in T ata Ace and Going to School in Tata Ace. Additionally their situating proclamations viz. , o India’s first Mini truck o Small is Big o Stability and Trust of large truck o Economic freedom o Feel great about poke o Transportation at the last mile 5) What is the present pattern of TATA ACE. Who are their rivals and propose a future advances taken for TATA ACE?Present day contenders are : †Mahindra Gio †Mahindra Maxximo †Piagio Ape Mini Truck Force Trump Minidor. A couple of steps recommended for TATA ACE to keep on being the top merchant are: †Continue to improve and ring in changes to make the vehicle more eco-friendly. Increment motor torque to exhibit execution in bumpy areas Continue to control expenses and offer serious cost to clients Increase Go Green activity with increment in ENG and Electric drive variations Target send out market forcefully; with the two highlights and better estimating.

Diminishing American Pride Essay Example for Free

Decreasing American Pride Essay The book Zeitoun fundamentally discusses a Syrian American family’s involvement with the hour of Hurricane Katrina. It was fundamentally partitioned into two story lines, one of Abdulrahman Zeitoun, the primary character, a Syrian American temporary worker; and one of Kathy, his better half, a white lady changed over Muslim. Zeitoun had a phenomenal life, likewise a remarkable involvement with the hour of Hurricane Katrina. He was a fruitful notable representative in neighborhood. At the point when every other person was escaping their old neighborhood before Katrina came, Zeitoun decided to remain to ensure his home and business. Later then when the city was overflowed, he went around with his little kayak, conveying help and assets. Be that as it may, he wasn't right captured as a plundering presume at that point and was sent into prison. He was treated as a psychological oppressor and removed the privilege of reasonable preliminary, compelled to limit in a greatest security jail for a wrongdoing he didn’t submit. Toward the end, Zeitoun was discharged and ready to join with his family once more, however he was not remunerated in any manners for his setback. As this book portrays, everything in the hour of Hurricane Katrina had gone insane, including the American criminal equity framework. The fundamental complaint of this book is to scrutinize bigotry wonder in America and the spoiled criminal equity framework. Bigotry is a primary subject in this book. It was first referenced in this book in Kathy’s story line about her previous existence experience. â€Å"Years prior, Kathy and her mom had gone to the DMV together to have Kathy’s permit restored. Kathy was wearing her hijab, and had just gotten a sound number of dubious looks from DMV clients and staff when she plunked down to have her image taken. The representative behind the camera didn't mask her scorn. ‘Take that thing off,’ the lady said. † (Zeitoun page 58) From the referencing of these sorts of past experience appeared to be immaterial to Hurricane Katrina, we can see the author’s want to embed the subject of bigotry into this book. Kathy’s case contracts little contrasting with Zeitoun’s case in his capture. â€Å"‘You folks are al Qaeda,’ the officer said. Todd snickered disparagingly, however Zeitoun was surprised. He was unable to have heard right. Zeitoun had since quite a while ago dreaded this day would come. Every one of the couple of times he had been pulled over for a criminal traffic offense, he realized the chance existed that he would be badgering, misconstrued, associated with shadowy managing that may sprout in the creative mind of some random cop. After 9/11, he and Kathy realized that numerous minds had gone crazy, that the presentation of the possibility of ‘sleeper cells’-gatherings of would-be fear mongers living in the U. S. what's more, pausing, for quite a long time or decades, to strike-implied that everybody at their mosque, or the whole mosque itself, may be sitting tight for directions from their assumed pioneers in the slopes of Afghanistan or Pakistan. (Zeitoun page 212) It didn’t shock me at all that Zeitoun have those musings that may appear to be over-stressed in some people’s eyes.. For sure, another writer Maysan Haydar had referenced comparative considerations in her paper â€Å"Veiled Intentions: Don’t Judge a Muslim Girl by Her Covering. † â€Å"Now a few people hold their breath somewhat more, expecting I’m a fundamentalist or thinking about whether I’m there to cause them hurt. I sense individuals examining me on the trains, perusing the front of the book in my grasp and attempting to measure on the off chance that I am one of ‘us’ or one of ‘them’. I ponder the disappointment that I can’t console everybody independently that my objectives have an inseparable tie to social equity and nothing to do with sacred war. Be that as it may, I have seen dubious blur according to the pregnant lady to whom I’ve given my tram seat or the Hasidic man whose elbow I’ve taken to help him up the steps. † (Haydar pg 406) I feel exceptionally upset for Haydar and Zeitoun’s encounters. Muslim individuals are constantly dreaded to be assumed as fear based oppressor. American startled by the horrible accident of 9-11 built up a generalization against individuals from Middle East. The dread of being assault likewise again made American insane on national security. In any case, out of the blue, prejudice has put upon such a great amount of mischief on individuals we oppress. Muslim individuals like Zeitoun, dedicated and legit individuals, are compelled to live under the dread of being arraigned for his race sometime in the not so distant future, detracted from his family, secured up some place no one would know he’s kicked the bucket or not. Those apprehensions have made them defeatist under a humble skin, live like peasants. â€Å"In the weeks after the assaults on the Twin Towers, Kathy saw not many Muslim ladies openly. She was sure they were stowing away, venturing out from home just when vital. In Late September, she was in Walgreens when she at long last observed a lady in a hijab. She raced to her. ‘Salaam alaikum! ’ she stated, taking the woman’s hands. The lady, a specialist learning at Tulane, had been feeling a similar way, similar to an outcast in her own nation, and they chuckled at the fact that they were so ridiculous to see one another. † (Zeitoun page 46) Indeed, as a major aspect of universal society, American permitted individuals to be banished from their own nation. In Edward Said’s exposition, â€Å"States†, he escribed how they, Palestinian individuals was ousted from their own nation and compelled to spread far and wide, be prevented from securing individual personality all over the place. †Some Israeli pioneers on the West Bank say: ‘The Palestinians can remain here, without any rights, as inhabitant outsiders. ’ Other Israelis are less kind. † (Said pg 546) â€Å"The truth is that today I can neither come back to the spots of my childhood, nor journey openly in the nations and spots that mean the most to me, nor have a sense of security from capture or savagery even in the nations I used to visit however whose legislatures and approaches have changed fundamentally as of late. (Said pg 547) In a narrative I have viewed, now and again, if a Palestinian needs to venture out from focuses to focuses, they need to experience checkpoints set up by neighborhood military. They would be solicited to show their demonstrate from character and pertinent archives which sources were for the most part denied. No one guide them at that point, no laws secure them, some of them can’t even go to clinics and schools like each other person in the course that they don’t have a legitimate character. We as grown-ups, show our children not to menace in school, that it’s wrong to do as such. Interestingly, as a human, we permit our nation, ourselves to menace on individuals with an alternate skin tone. Isn’t this silly? Another primary subject posted in this book is the criminal equity framework in America. Zeitoun was at first captured in his home, at that point taken to the bus stop, stripped looked and put in prison. All through the entire procedure, he had never been recounted his charges, no calls in truth, nobody had ever allowed him to shield himself or to discover an attorney. He was treated as psychological militant. Over the span of his Middle-Eastern articulation, every little thing about him appeared to be dubious to the gatekeepers. He was kept in unfeeling repression, was given pork for food regardless of his religion. He had a profound injury in his feet yet was never treated nor given any clinical consideration. There were fundamentally no laws in actuality, Zeitoun was treated as though he wasn’t an American resident any longer, constitutions and laws don’t ensure him. â€Å"Watching the proof on the table mount, Zeitoun’s shoulders loosened. Most city frameworks were not working. There were no legal counselors in the station, no appointed authorities. They would not work out of this. The police and officers in the room were excessively animated, and the proof was excessively captivating. (Zeitoun 215) But the most baffling reality about this is the thing that t I discovered later in the book, that the entirety of this happened to Zeitoun was not unique cases happened on more than one occasion, it was some way or another allowed. â€Å"But realizing that Zeitoun’s difficulty was caused rather by foundational obliviousness and breakdown and maybe long-putrefying distrustfulness with respect to the National Guard and whatever different organizations were included was disrupting. It stated, obviously, that this wasn’t an instance of a rotten one or two in the barrel. The barrel itself was spoiled. (Zeitoun 307) This is very surprising from what I gained from my organization of equity class. The entire procedure isn't right. How could an honest individual be legitimized along these lines? Not in any case a call permitted. It is nothing superior to kidnapping. Who gave government the option to treat individuals like this? I surmise under the name of National Security, there’s nothing government can’t do, all laws and constitutions could be subverted. James Bamford, writer of exposition â€Å"Wired† brought up a similar point, says in his paper, â€Å"’They disregarded th e Constitution setting it up. He says gruffly. â€Å"But they didn’t care. They would do it in any case, and they would execute any individual who disrupted the general flow. ’† â€Å"Basically all standards were tossed out the window, and they would utilize any reason to legitimize a waiver to keep an eye on Americans. † (Wired pg 0843,, 084) National Security, at first served the standard of ensuring Americans has become an apparatus to against Americans. â€Å"The NSA has turned its observation contraption on the US and its residents. It has built up listening presents all through the country on gather and filter through billions of email messages and calls, regardless of whether they begin inside the nation or abroad. It has made a supercomputer of practically unfathomable speed to search for designs and unscramble codes. At last, the office has started constructing a spot to store all the trillions of words and considerations

Branding in Hospitality and Tourism

Branding in Hospitality and Tourism Role of Branding in Hospitality and Tourism Home›Marketing Posts›Role of Branding in Hospitality and Tourism Marketing PostsA brand is an identity to a certain product, service or business offered by a certain company or organization. A brand can take any symbol to put across its information. It can take colour combination, name, sign or slogan. In the hospitality and tourism industry, branding has become a major drift to both the industry and consumers.The tourism consumer is the decisive judge of triumphant marketing and public association’s activities. There has been a change from transactional to affiliation management over the last fifty five years (Simon, 2004). This has been due to the rising competition in the marketing environment. A shift from the traditional marketing to ways more aggressive and varied has been emphasized to marketing and communication.In the twenty first century where the clients dictate on the brand on its coherent to the recognition by the compan y is a basic requirement (Metin, 2006). The power of the brand and its image is a pillar to contextualise the activity of marketing. Most of the brands today are built in reference to PR campaigns and then they are maintained through unifying of selling and PR tactics (Raza Ivo, 2005).The tourism industry through branding of its services the customers are able to identify them quickly enough. The branding of the services and other products results to the recognition without suspicion of making a wrong identity. Branding done on services generates more revenue compared to other products that lack trademark mystique. Branding done right delivers a healthy return to the organizations` investment (Davidson, 2006).The brand is a communication element to the customers. The branded products form the basis of identification for the consumer. The consumer can easily differentiate the products he wants from the company that are similar to other products. In recent years the tourism industry has drastically declined due to decrease in tourism awareness. The carefully considered way in which locals deal with tourism is perceived as a whole to its benefits and drawbacks. This has to be corrected through branding (Beech Chadwick, 2006).Branding brings about the effectiveness in running the hospitality and tourism industry. By the industry identifying its brand it can make progress knowing that consumers are readily available. The industry works hard to defend its brand and to keep high quality standards of the services they offer. When the industry offers a low quality of services it readily meets the consumers for critique (Cooper, 2006).Through branding in the tourism industry, it creates and develops loyalty to the customer. The consumers are able to trust the industry since they are aware of the services that it lenders. These become an advantage to the tourism industry as it is assured of a ready market for its services (Aaker David, 1991). It is important to note t hat for the tourism industry to prosper, it requires relevant marketing strategies. By coming up with a brand for the industry is one of those ways in which the industry can be guided through and grow larger (Page, 2009).Through the introduction of a brand the industry gains loyalty from even other industries since it is able to stand independently. The industry is at the same time able to enjoy a strong brand royalty. This would reduce marketing expenses because the customers have been attracted and retained and will even go ahead to tell their friends on the services (Bowen Clarke, 2009).There is reduced pressure in the form of competition from other industries. This is because the industry experiences ready market. Consumers are aware about the services the services the industry offers and so gives it the first priority. Trademarks and ironclad distribution channel can all protect and preserve brand and build it.

Seven Characters In The Bone Bridge, By Trina Davies

The Bone Bridge, by Trina Davies, is centered around the lives of seven characters as they go through the trials and tribulations of the aftermath of the Bosnian War. The Bosnian War took place in Bosnia and Herzegovina in the late 1990’s, stemming from the breakup of Yugoslavia (â€Å"Bosnian Genocide†). During the Bosnian War, the Army of the Republika Srpska executed a genocide of non-Serbs residing in areas dominated by Bosnian Serbs (Toal and Dahlman 6). The conflicts dominating this play are ones of the past vs. present and good vs. evil. Each character plays a different role within these conflicts ranging from victims to bystanders to leaders. The Bone Bridge illustrates how a person in power cannot put anything into a population that†¦show more content†¦In the production, directed by David Richman, this courtroom scene was very powerful. Mevla sat in the front of the stage with a spotlight on her as she told her story directly to the audience (Richman and Beagan). Dragan, Branka’s husband, worked with Muslim women that had been victims of the war, and he too decided to testify to give a voice to those that could not, or would not, go against the Leader. He did this knowing that his choice would end his marriage, but he believed something had to be done and justice needed to be served. In The Bone Bridge, each character goes through a different journey and experiences when trying to reconstruct and move forward with their lives after the Bosnian War. Mevla, a former judge, was ripped from her house, never to see her family again, and was tortured and raped while in the concentration camps. When she returned, her apartment was being occupied by Ankica, her former secretary. Ankica, who is full Serbian, took over Mevla’s apartment because she felt it â€Å"suited her† and she did not think Mevla â€Å"would be coming back† (Davies 10). With Mevla’s return, Ankica confided in her friend Branka, who had a strong admiration for the Leader, saying she feared that she would become homeless. Characters like Ankica and Branka were not victims of this genocide, but instead felt that their lives had improved because of it. Once the war ended, Ankica was kicked out of â€Å"her† apartment and Branka’s marriage ended.

Benefits Of Using Cds Used For Hedging Purposes - 1501 Words

Banks are classified as users or non-users of CDS based on a search of their annual reports for information about the use of CDS. To search the reports, I have searched for key terms and expressions that indicate the use of CDS such as CDS, credit default swap, and credit default contract. Appendix (C) shows the complete list of the banks classified as CDS user or CDS non-user, and their market capitalization. The CDS users represent 50% of the sample and the other half are nonuser. The selected sample will be used to test two main aspects: 1) The effect of the CEOs’ risk-taking incentives on CDS use by distinguishing between CDS use for hedging purposes and CDS use for trading purposes; and 2) How the CDS use impacts the firms’ risk by†¦show more content†¦In 2002 the European Union agreed that from January 2005 international accounting standards/international financial reporting standards (IASs/IFRSs) would apply for the consolidated accounts of the EU listed companies (Barth, Landsman, and Lang, 2008). Starting from 2005, IAS/IFRS adoption has been mandatory in all the member states of the European Union with the ultimate goal of increasing transparency in financial reporting. This adoption of IAS/IFRS therefore represents an extraordinary event for empirical research because evidence shows that the mandatory adoption of IAS/IFRS in Europe results in better qualit y of financial reporting. In fact, empirical studies provide some support to the notion that adopting IAS/IFRS improves the quality of financial reporting and of public information (Palea, 2013). 3.1.4 Data sources In this thesis, secondary data is used to answer the two research questions. The data have been collected from two main sources: bank’s annual reports and Datastream. Following the approach of many prior empirical studies the data on CDS and derivative are hand-collected from banks’ annual reports (e.g., Allayannis and Ofek, 2001; Rajgopal and Shevlin, 2002; Supanvanij and Strauss, 2010). Unlike US firms, compensation data for European companies are not readily available in

Manufacturing Plan For Wing Of PAV Free Essays

Manufacturing processes are differed according to the fabrication techniques such as sheet metal forming and machining processes. For the wings of a new personal air vehicle (PAV); skins ands ribs are produced by sheet metal forming process and spars are produced by machining process. Finally all produced parts are assembled together to produce final wing structure. We will write a custom essay sample on Manufacturing Plan For Wing Of PAV or any similar topic only for you Order Now In addition, since the components that build up ailerons and flaps are very similar to wing structure, manufacturing techniques applied for skins, ribs and spars are also valid for them. Since there should be actuator and hinge fittings to connect ailerons and flaps to wing structure, they are considered in machined parts manufacturing process section. SKIN MANUFACTURING Manufacturing process of skins is shown in Figure -1; Figure-1 [1] Tools for sheet metal forming Operations; Stretching Dies, Drill fixtures, drill plates, holding tools First Cut Aluminums Raw Materials are cut by shearing machine or hand router to get available sizes for manufacturing with much enough excess portions. Heat Treatment Blanks are then solution heat treated to provide necessary mechanical properties to the parts. Heat treatment operations are done according to the design requirements which are defined by engineering drawings. Heat treatment processes are applied to make parts generally T4, T5 or T6 tempers. Stretch Forming – Skins On the stretch press, skins are stretch formed and their tooling holes are marked. After removing the skins from stretch presses, the marked tooling holes are drilled for succeeding assembly operations. An example of stretch forming process is shown in Figure – 2. Figure – 2 [2] Skin Routing Routing operation could be done with two techniques; The first one is using a routing shell tool which has two parts which have exactly same form of the skin. The skin is then located in between them which is fixed with the tooling holes previously opened after stretching and a hand router is traveled around the tool to shape the skin to its final contour. A photo of a router shell is shown in Figure – 3. The second technique is using a five axis gantry routing centre with flexible vacuum assisted table. The skin is positioned with the aids of vacuum assisted columns as shown in Figure -4 and tooling holes are used to set the machining coordinate axes. Figure – 3 [3] Figure – 4 [4] During routing operation, tack holes are also drilled. Also during routing operation, excess portions like access openings or some pockets are removed from the skin. Surface Treatment Surface treatment operations are also defined by the engineering drawings. Some of the surface treatment operations applied are rinsing for cleaning, chromic acid anodizing, primer and coating for corrosion prevention. Primer coating and painting are also called as Chemical Conversion Coating (CCC) which is beneficial for fatigue prevention. In our case, chromic acid anodizing is applied to 2024 skins for preventing corrosion and paving the way for painting. Before chromic acid anodizing, fine holes should be masked to keep dimensions accurate. A typical anodise process would consist of a solvent wash and/ or an alkaline clean to remove any oils or greases from the surface. followed by a de-oxidiser stage to remove the natural oxide film from the surface, followed by chromic acid. This gives you a clean oxide free surface which once anodised will give better adhesion of the anodised layer. There is a water rinse stage between each tank to prevent contamination of the bath solutions. From there you have two choices, spray directly onto te anodise ‘honeycomb’ structure which will give good paint adhesion, or seal the anodised layer for enhanced corrosion protection but poorer paint adhesion. Painting Finally, primer, top coat and final paint are applied on the skin. RIB (SHEET METAL) MANUFACTURING Manufacturing process of ribs is shown in Figure – 5; Figure – 5 [1] Tools for sheet metal forming Operations; Hydro press forming dies, Drill fixtures, drill plates, holding tools The main difference of manufacturing of ribs from skins is hydro press forming process instead of stretch forming. Hydro press Forming After heat treatment, blanks become ready to be formed. In aerospace industry fluid cell forming (hydro press forming) is frequently used for forming operation. That is mostly because of the reality that aircraft parts are manufactured in small quantities and parts are mostly different in geometry. Therefore it is necessary to manufacture a different tool for every part and that is very costly. Although the machine is quite expensive, to decrease the tooling costs, hydro press forming is preferred since only male dies are necessary to form parts instead of male-female die combination. That is illustrated in the figure. Also another advantage of hydro press forming is that, on the table of the press machine, several tools, with the blanks on them, could be located randomly at once. In one cycle all the parts are formed simultaneously. Also in general press machines are equipped with two tables which make it possible to decrease set up time to half. Some photos related with hydro press forming are shown in Figure – 6. Figure – 6 [4] SPAR, HINGE, RIB AND FITTING MANUFACTURING Manufacturing process for machined parts, spars, hinges, ribs and fittings is shown in Figure-7; Figure – 7 [1] Tools specific to machining operations; Milling fixtures Machining If necessary those parts which will be machined on milling centers, are firstly cut from blocks of raw material to their required stock sizes. They are mostly skin milled. Skin mill is done to obtain a smooth flat plane to locate the stock on the milling machine table. After skin mill, some holes are drilled on the stock for the sake of transportation and fastening on the machine tables or fixtures. For complex milling operations in which there are more than one stages of operations, it is common to use a milling fixture, see Figure -8. Another reason for use of milling fixtures is that in aerospace industry manufacturing tolerances are so tight and geometries are mostly very complex that is why it is necessary to provide same machining conditions and set up for every single part. Milling fixtures are tools, on which stock material is located and clamped. Their main functionality is that they hold the machined part tightly throughout the machining process which prevents machining def ects and dimensional inaccuracies. , Figure – 8 [4] To obtain required dimensional tolerances, some holes require boring. Boring operation removes only a small quantity of material therefore before boring operation the hole must be drilled very close to the final dimension of the hole diameter. Dimensional accuracy of the machined parts are generally checked with the utilization of Coordinate Measuring Machines (CMM). These machines are very precise such as they are capable of measuring ten thousands of a millimeter in three dimensional spaces. Although they are quite expensive and they need an air conditioned, humidity controlled and vibration isolated chamber, they are the most accurate and flexible measurement equipments. Shot Peening Machined parts are exposured to shot peening operation. That process is done to remove and minimize the existing surface cracks on the machined parts. Machined parts are generally bear high amount of repetitive tensial and compressive loads and these repetitive loading is mostly the main cause of fatigue failure. Surface cracks are the mostly affected defects from repeated loading and they tend to grow under these conditions. That is why they must be removed or minimized to prevent them to grow and increase the fatigue durability of the part. Surface treatment As explained before both chromic acid anodizing, primer coating and painting are the surface treatment operations applied on the parts to make them resistant to corrosion. Another advantage of these chemical conversion coating processes is that they make the part more durable to the fatigue, since they penetrate to surface cracks, scratches and holes. For instance, pitting is a corrosion type which is more susceptible to such surface defects. Therefore surface treatment processes both provide a protective coating in corrosive environments and they generate a smoother aerodynamic surface, which is a requirement to decrease air drag, especially for the outer surfaces which are in contact with the air during flight. ASSEMBLY OPERATIONS Assembly Operations are shown in Figure – 9; Figure – 9 [1] Tools for assembly operations; Assembly and sub assembly jigs and fixtures Assembly Jig In aerospace fabrication processes, since the parts have very complex geometries and position tolerances are so tight, it necessary to use a fixture to locate parts in their required positions and apply assembly joining operation in these positions without letting them to move. For an air plane wing a single assembly jig could be used for this purpose, see Figure – 10. Figure – 10 [5] Spars are located on the jig. They must have a planar smooth contact surface and they must have previously opened tooling holes. Those holes are used to pin the spar on the jig and some clamps are used to fix the spar in its position. Ribs are located. They are installed on the jig with the utilization contacting surface of spar and some other location surfaces and they are pinned from their tooling holes. Clamps are used to fix ribs in their location. Some of the holes are transferred from ribs to spars or the contrary. Bottom skin is loaded on the jig by the aid of tooling holes on the lugs at each lateral short edge. To wrap the rib spar assembly the skin could be pressed by some belts or some header plates could be used to bring the skin to its required form and clamp it to hold it in its required position. Some of the tack holes on the skin are fastened with clecos, which is a temporary fastener. Pilot holes are drilled to their final sizes and countersinking is applied to locations where countersunk rivets and bolts will be used. After drilling and countersinking is applied parts are separated to remove chips. Before putting parts together again, sealant is applied. Sealant is a viscous chemical isolation material which is a polymer in general (polyurethane, polysulfide, etc). It is applied when it is still in fluid form and it solidifies as a result of chemical reaction which takes place as soon as the sealant is exposed to air. They are used to prevent fluid leakage into internal structural components. This leakage could result catastrophic failure since corrosion which erodes material would work against the mechanical strength and stiffness of the structure. For different purposes and for different locations specific types of sealants are applied. For instance polysulfide based sealant is applied to the surfaces where there is fuel content. For fuel tanks these polysulfide based sealants are used since they withstand the attack of sulfur compounds that are present in fuel. After sealant application, outer skin is brought to close the wing and it is fastened with blind rivets and bolts since it will only be possible to reach rivet from one side. When riveting and bolting completed the wing is removed from the assembly jig and it is sent to paint shop for the application of top coating and painting. After that manufacturing and assembly operations will be completed. How to cite Manufacturing Plan For Wing Of PAV, Papers

Sexual Orientation in Contemporary Advertising an Example of the Topic Psychology Essays by

Sexual Orientation in Contemporary Advertising Most people in the society rely on advertisements to get information about the products that are being sold in the market. Through advertisements, the society is able to develop ideas about the nature of a certain product, its usage, and its durability. In other words, advertising sells the product even before it reaches the retail stores. In order to make sales, the marketers create special concepts and use different approaches to make a strong recall on the minds of the target market. These creative concepts are needed to make the public aware of the uniqueness of that certain product among its competitors. Apparently, mass media has been very influential not only in selling any product to the viewers; its effective approach to the public has been proven in making the people bite all the information and messages that are being conveyed by either the marketer or the advertiser. Need essay sample on "Sexual Orientation in Contemporary Advertising" topic? We will write a custom essay sample specifically for you Proceed Students Usually Tell Us: Who wants to write essay for me? Essay writers suggest: If You Think About Someone To Write Your Paper - Essaylab The Right Place! The concepts that are being associated with the product are adapted by the society making them as part of the medias constructed reality. While some advertisements show reality, the others tend to sensationalize the ideas and exaggerate the information to make the public easily recall the products that are being endorsed. The constructed reality in media has been viewed as the reality in the society. In other words, the public easily conform to the ideas that advertising present to the audience. From television to billboards, advertising plays an important part in the gaining success of the marketers and fulfilling the needs of the customers. However, the advertisements tend to sell not only the product in the store shelves but also the concepts that are used to promote the products to the market. In this manner, the society often feels the conflicts of knowing the reality and seeing the new society that is being constructed by these advertisements. Sexual orientation is needed in th e society where everyone conforms to the images and information that are being given either by the people around them or the media itself. Apparently, the stereotypes that sexual orientation gets from media information depict not only the reality but oftentimes the exact opposite of it. The worst problems that society often encounters are the acceptance of the people themselves and the effortless transmission of media of any message to the public. The Society and the Contemporary Advertising A product will never be salable in the market if the marketers will not create a concept that would leave a mark to the market. In order to make the product enter on its growth stage, strategic techniques are needed to assure its marketability. The value of the economic role of advertising has been questioned because the dominance of this role can lead to a society where the purpose of advertising is to promote consumption as a way of life. Of course, we all have to purchase certain goods and services to live our lives. However, other goods fall more into "want" category than the "need" category. Advertisements for the "want" categories of goods have questioned since they make people yearn for things they do not need to live their lives (Sheehan, 19). This is the reason why the marketers develop concepts that would easily be remembered by the customers once they enter in the retail store or supermarket. Without the persuasive appeal and creative concepts, the company may need to let the product go to its decline stage. Oftentimes, the advertisers also use its influential demand to make the public buy the product despite its level of necessity. This plain consumerism and influential demand are parts of the contemporary advertising. The product, in order to create a remarkable entrance to the market, should have a unique appearance and strong demand from the customers. Due to the extreme competition in the market, the advertisers use concepts that may be a taboo in the society or too sensationalize to make a strong impact to the target market. Homosexuality on Advertisements A brand of pain relieving drug shows an image of two bare-chested men lying on the bed. Only the lower part of the bodies are shown covered with white blanket and the words written on the white portion of the poster ad were a simple conversation but imply a subliminal message. Although the poster ad may be perceived as clear with direct ideas of homosexuality, the subliminal messages on the advertisements are evident (Current, n.d.)This is just one of many advertisements portraying homosexuality that have already been released in the society. Some advertisements directly imply the sexual identity of the endorsers and some even directly portray the messages that the advertisers would like to be associated with the product. Homosexuality has become part of the efforts of the advertisers in reaching the consumer market thus the mainstream slowly become oriented of the existence of the third sex in the society. From food to wine products, the homosexuals have been used to endorse the selected items to the public. Surprisingly, the society buys the product regardless of its concepts of promotion in the market. Before, the images were used only for print advertisements; however, these images have also reached the televisions targeting the gay and lesbians consumers of either new or mature products in the marketplace. The celebrities that have been known to be homosexuals and same sex couples are used to advertise the products to the mainstream (Elliot, 1997). The masculine image of women and the effeminate figure of men have made people change their perceptions toward homosexuals. Through these advertisements, the mainstream has conformed to the messages that are being portrayed by the mass media. Even though most advertisements, especially on television, do not directly promote homosexuality, the persuasive appeals of every ad containing these kinds of subliminal messages have brought the so ciety to a higher level of awareness about the gender issue. The idea that gays and lesbians are part of consumer markets; advertisers have not failed to disregard these clusters in promoting the products that are being sold to the public. In fact, some manufacturers even developed products intentionally for them. Some endorsers even go beyond cross dressing making the society lead to astonishment to acceptance. Although there have been many criticisms regarding homosexual advertisements, the marketers still view these clusters as potential consumers of the product; thus, the companies selling a particular good or service to the market still made promotion using homosexuals and subliminal messages despite the controversies in the society (William, et al. 2004). Impact of Medias Depiction of Sexual Orientation Apparently, the acceptance of the society in homosexuality can be considered as one of the main impacts of depiction of media. In an interview for the American Communication Journal, the gays and lesbians have freely expressed their opinions about the effects of media depiction of homosexuality to them. They all agreed that todays portrayals are much better than the images of the past, but they are far from perfect. The adults had the same mixed feelings as the teens had about Queer as Folk and Will and Grace. They said they specifically could not relate to the negative stereotypical behavior seen in Queer as Folk, including having a lot of sex, clubbing all the time and doing drugs. However, in terms of gay and lesbian visibility, they felt that 21st century television has more images of gays and lesbians to choose from than what they had as teenagers in the 70s and 80s. Yet they are still not positive representations (Evans, 2007). The images of gays and lesbians have become increasingly accepted in todays society. It has gone to many stages before the mainstream have finally accepted the idea of homosexuality that have been long considered as taboo in the society. Now, the media sources including television, newspapers, magazines, and even billboard advertisements are full of gays and lesbians images. Even though the homosexuals are not represented based on reality, media portrayal has undeniably played a very important role in making these clusters accepted in this modern society. Gays and lesbians are still being treated as different individuals but the images that the public have been seeing on advertisements and television programs have somehow changed the attitude of the people toward them. The growing number of homosexuals manifests the recognition of the mainstream to the group of people who had been hiding in the dark to avoid judgment and criticisms. Now, the prominent persons that have been successful in different fields are undeniably part of gay or lesbian society. They are known for their creativity and skills in managing business, leading a fashion trend, and having the successful lives that the public had never imagined possible due to endless prejudices against them. Today, the world has been aware of the changes that the societal factors bring to every individual which often make up the society. Aside from technology, other elements that have been present in the society finally gone to a lot of transformation in order to conform to these inevitable changes. The taboo in the society became accepted and the seemingly endless criticisms have finally rested. Apparently, media portrayal of homosexuality has a lot of negative effects to the next generation but the impact that it gave to the society now brought peace and clarity to the stereotypes that have thrown against the homosexuals. Advertising may be effective in selling products to the customers; however it is always the best tool of changing the perceptions of the public toward a certain thing. Through advertising, homosexuality has become accepted but the effects of this acceptance may bring another conflict in this post modern world. References Current. (n.d.). Do We Need More Gay-Inclusive Commercials?. Elliot, S. (1997). Homosexuals imagery is spreading from print campaigns to general-interest TV programming. Retrieved March 26, 2009 from http://www.nytimes.com/1997/06/30/business/homosexual-imagery-spreading-print-campaigns-general-interest-tv-programming.html?n=Top/Reference/Times%20Topics/Subjects/H/Homosexuality Evans, V. (2007). Curved TV: The Impact of Televisual on Gay Youth. American Communication Journal. USA: American Communication Journal. Vol. 9 Issue 3 Sheehan, K. (2003). Controversies in Contemporary Advertising. USA: SAGE Williams, J. Lee, W. & Haugtvedt, C. (2004). Diversity in advertising: broadening the scope of research directions. USA: Lawrence Erlbaum Associates, 2004

Federal Reserve Essays

Federal Reserve Essays Federal Reserve Essay Federal Reserve Essay The U.S. Economy was affected in many ways by the numerous tax rate cuts; the affects include the stock market, manufacturing, retail sales, unemployment, U.S. consumer confidence, and rumors of wars.The Feds goal is to make money more available to consumers, who drive two-thirds of Americas economy, and keep them spending.Most economists think the terrorist attacks of September 11, pushed the U.S. Economy, already weak after a year-long slowdown in spending by businesses, into a recession.The terrorist attacks have significantly heightened uncertainty in an economy that was already weak, the Fed statement said.Business and household spending as a consequence are being further damped.Recent data hinted that the beleaguered manufacturing sector, which has borne the brunt of a year-long slowdown in the general economy, was beginning to recover before the attacks.But there have also been signs that consumer confidence was beginning to wane before the attacks, an d it has certainly done so in the days since. (Cnnmoney,10/02/01)One may question if the Feds policy moves are effective any more.After all, it would seem that nine rate cuts in a year would at least have had an impact on stock prices, which usually resond positively to lower rates.Instead, major stock indexes, even before Sept. 11, were below the levels they held before the Fed started cutting rates.The stock market discovered that many of the numbers it had been using to try to make a case for buying expensive stocks ranged from aggressively promotional to outright lies and one of the Big Five accounting firms was convicted of fraud. (Macleans, 9/16/02)The travel industry was in crisis, and some airlines would go bankrupt.On a fiscal side, President Bush and Congress had approved a $40-billion emergency relief package and a $15-billion bailout of the airline industry in the day.

Loanwords From French, German, Latin, and Spanish

Loanwords From French, German, Latin, and Spanish On the eve of the First World War, an editorial in the Berlin Deutsche Tageszeitung argued that the German language, coming direct from the hand of God, should be imposed on men of all colors and nationalities. The alternative, the newspaper said, was unthinkable: Should the English language be victorious and become the world language the culture of mankind will stand before a closed door and the death knell will sound for civilization. . . .English, the bastard tongue of the canting island pirates, must be swept from the place it has usurped and forced back into the remotest corners of Britain until it has returned to its original elements of an insignificant pirate dialect.(quoted by James William White in A Primer of the War for Americans. John C. Winston Company, 1914) This sabre-rattling reference to English as the bastard tongue was hardly original. Three centuries earlier, the headmaster of St. Pauls School in London, Alexander Gil, wrote that since the time of Chaucer the English language had been defiled and corrupted by the importation of Latin and French words: [T]oday we are, for the most part, Englishmen not speaking English and not understood by English ears. Nor are we satisfied with having begotten this illegitimate progeny, nourished this monster, but we have exiled that which was legitimateour birthrightpleasant in expression, and acknowledged by our forefathers. O cruel country!(from Logonomia Anglica, 1619, quoted by Seth Lerer in Inventing English: A Portable History of the Language. Columbia University Press, 2007) Not everyone agreed. Thomas De Quincey, for example, regarded such efforts to malign the English language as the blindest of human follies: The peculiar, and without exaggeration we may say the providential, felicity of the English language has been made its capital reproachthat, whilst yet ductile and capable of new impressions, it received a fresh and large infusion of alien wealth. It is, say the imbecile, a bastard language, a hybrid language, and so forth. . . . It is time to have done with these follies. Let us open our eyes to our own advantages.(The English Language, Blackwoods Edinburgh Magazine, April 1839) In our own time, as suggested by the title of John McWhorters recently published linguistic history*, were more likely to boast about our magnificent bastard tongue. English has unashamedly borrowed words from more than 300 other languages, and (to shift metaphors) theres no sign that it plans to close its lexical borders any time soon. French Loan Words Over the years, the English language has borrowed a great number of French words and expressions. Some of this vocabulary has been so completely absorbed by English that speakers might not realize its origins. Other words and expressions have retained their Frenchnessa certain je ne sais quoi which speakers tend to be much more aware of (although this awareness does not usually extend to actually pronouncing the word in French).   German Loan Words in English English has borrowed many words from German. Some of those words have become a natural part of everyday English vocabulary (angst, kindergarten, sauerkraut), while others are primarily intellectual, literary, scientific (Waldsterben, Weltanschauung, Zeitgeist), or used in special areas, such as gestalt in psychology, or aufeis and loess in geology. Some of these German words are used in English because there is no true English equivalent: gemà ¼tlich, schadenfreude. Latin Words and Expressions in English Just because our English language doesnt come from Latin doesnt mean all our words have a Germanic origin. Clearly, some words and expressions are Latin, like ad hoc. Others, e.g., habitat, circulate so freely that were not aware theyre Latin. Some came into English when Francophone Normans invaded Britain in 1066. Others, borrowed from Latin, have been modified. Spanish Words Become Our Own Many Spanish loanwords have entered the English vocabulary. As noted, some of them were adopted into the Spanish language from elsewhere before they were passed on to English. Although most of them retain the spelling and even (more or less) the pronunciation of Spanish, they are all recognized as English words by at least one reference source.

Forming an International Organization Assignment

Forming an International Organization - Assignment Example The alliance also seeks to remove the barriers of trade imposed by member states, and this includes the introduction of free movement of goods and people. The alliance will also seek to prevent an emergence of another war, by promoting cohesion and peace within the region. In conclusion, the alliance will have four organizations, each performing different roles. These organizations are the office of presidents, the office of ministers, the administrative unit, and the office of security affairs. The office of the Presidents is the highest authority, and they are responsible for policy formulation. Normally, a policy will be decided by a vote, and a policy that garners majority votes will be implemented. The office of the ministers will be responsible for discussing the methods of implementing the policy, while the administrative unit will have the responsibility of implementing the policy under consideration. The office of security affairs on the other hand will have the responsibility of identifying the internal and external security threats that face the region. This is for purposes of finding a solution on how to mitigate the threats under

Rhetorical Analysis Essay Example | Topics and Well Written Essays - 1000 words - 15

Rhetorical Analysis - Essay Example However, in his current state of protection and subsidy, his son sees no sense of money and therefore seems to have no tolerance for this kind of protection and its associated benefits. Far above, this writing seems to be an elementary textbook on global fiscal and governance issues from the viewpoints of international south community as well as the West’s double standards actions in their dealings and proposals for open trade and free market. Chang looks into perspective the operations of global international institutions like the World Bank and World Trade Organization and their inconsistency and partiality when it comes to dealing with the Southern communities through regulations and unfair conditions, which in his opinion he feels the Northern communities never use in championing their routes for economic prosperity. He uses a variety of examples and narration derived from international trade to bring forth a convincing and straight to the point argument calling for sincerity in global trade while at the same time pin pointing in what he believes are the wrongful things being meted in the process of trade liberation and economic development especially towards developing nations. His assertions are that developed countries argue that free trade in developing countries is essential and therefore industries in developing countries need to be exposed to competition in order for them to survive, and that protection offered to infant industries in developing countries is not desirable. Suggesting that the issue of economic development seems to be a subject of liberalization and pure free trade True to the point, Chang clearly illustrates that this situation is misleading. He rhetorically points out that the concept of â€Å"infant industries† is a creation of the developed nations, and singles out Alexander Hamilton who is one of the early crusaders of the

Ryanair: PESTEL and Porters Five Analysis

Ryanair: PESTEL and Porters Five Analysis 1.0 Introduction Ryanair is an Ireland based airline company and it involved in commercial aviation business since 1986, operating scheduled passenger airlines, serving short haul and point to point routes primarily between Ireland, Britain and Europe. It is the pioneers of low fare airline in Europe and even until now Ryanair is the only airline that offers cheapest air fare to passengers travel around Europe. Micheal OLeary is the CEO of Ryanair, holds 4.6% stake of the company, His dynamic low fare strategies along with the evolution of Ryanair have had led to burst of many budget airlines and some of them had been bought by Ryaniar around Europe, simply because of their inability to compete with Ryanair. European aviation industry is wider, but squeezed with many incumbents that are operating both short haul and long haul routes. As European short haul airline market segment is price sensitive, Ryanair handles no frills strategy and charges lowest price from its customers. In order to obtain bett er margin in the low fare demanding market Ryanair held in a position of cost leader and fundamental low fare strategy supports for rapid growth of its business. The strategic capabilities underpinned by its unique resources and core competences are the preliminary constituents for Ryanair to be a cost leader and offer low fares. This will be explained in detail under below topics about the feasibility of various strategic circumstances. 2.0 External Analysis: The analysis of Macro-environment explores core cause of factor; assess the nature of effects and immediacy. PESTEL analysis has been undertaken to evaluate the external environment of Ryanair. 2.1 PESTEL Analysis: (P)olitical/(L)egal factors: Preferential Treatment of home base airlines in some countries, at the same time they prevent thriving foreign companies and inflict them in more operational cost. Increased terrorists activities have prompted airline industry to tighten security measures and alleged terrorist plots will adversely affect flight turn-around time. Detrimental mental effects are also possible due to any terrorists plots targeted on Ryanair. The rapidly changing government rules and regulations are an inevitable legal factor for Ryanair. This will be discussed in detail under suppliers bargaining power. (E)conomic factors: The instability in fuel price cause major problem for airline industry. If they do not hedge, the fuel price hike is inevitable and they need to find cost savings in other spheres of business when the fuel price is soared. Ryanair was especially more vulnerable to fuel price rises in the past. For example: In the last quarter of 2008, when the fuel price was in its hike, Ryanair reported losses of $130 million dollar and it blamed a 71% increase in the price paid for fuel during the quarter due to the abnormal surge of fuel price of more than $ 1,100 a ton (K, Capel. Airline. The Telegraph, Feb 2 2009.). (E)nvironmental factors: As the world is heading towards more and more greener, all governments taking appropriate measures to control greenhouse gases from carbon emission which would lead to catastrophic human and economic consequences. Ryanair has network virtually in all European countries, so it is more vulnerable to all EU environmental rules and regulations. The mounting pressure on EU laws to tax aviation fuel and anticipated charges on environmental pollution by airlines would have direct impact to Ryanair. (T)echnological factors: Technological factors such as internet, innovative developments in telecommunications such as video conferencing, instant messaging, web conferencing etc. will mean less need for travel, especially on scenarios such as business meetings. 3.0 Industry environment: 3.1 Segmentation and positioning: Ryanair is positioned in the lowest fare segment and has least customer experience among other budget airlines in the European market. The market segment for its rivalries is broader with larger geographical area including operations to main airports, whereas Ryanairs networks are limited only to low cost secondary airports with smaller geographical area. Ryanair predominantly focuses on only people who are desperate for low fare and it has no separate segment for people who want luxury service or business class. Despite, Ryanairs continuous traffic growth, shows that the people wanting low fare in European market are tremendous and European market is for the low fare short-haul carriers. Perhaps, high air fare carriers neither cope up nor sustain against low fare carriers. The competitive position is deeply elaborated in section 3.2. 3.2 Porters five forces: Industry environment analysis figures out the foreseeing competitive pressure in European aviation and the profitability of the industry likely to be in future. It explores the magnitude impact of Threat of substitutes, Threat of Entrants, Rivalries in European market, bargaining power of supplier and bargaining power of customers. Rivalries: The high rivalry impacts for Ryanair are from Easy Jet, Air Lingus, Lufthansa, Iberia, SAS, Airfrance, KLM and Air Lingus. Few airlines (Easy Jet, Air lingus and Lufthansa) the first three of them are roughly more or less equal in size to Ryanair and some of their performances are even better in terms of customer service. This is considered as a significant threat to Ryanair. Despite, among all short-haul carriers Ryanair is the cost leader with having highest market share in the European market. Although Ryanair has firmly improving its competitive advantage, the core strategy of the company is to maintain the operational cost as minimum and offer low fare to customers, which is virtually same among its rivalries, but the outstanding scenario is Ryanair constantly creates new paths to bring down the operational cost . Threat of New Entrants: The short haul no frill airline market is a highly profitable business in Europe so far, while long haul market in Europe is experiencing huge losses like Air Lingus long haul airlines. So, the business scope in the short-haul market may attract new entrants. Although, European airline industry is de-regulated and open for both national and international companies, Airline business is not something like setting up a dot.com with minimum capital in anticipated profit. Hefty capital investment is required to acquire route, fleet, set up flight maintenance centre, building infrastructure etc in order to establish an operation. Industry knowledge and time associated with entry are significant for companies that want to start short haul airline business in Europe from other industries such as tourism and Rail way etc, but for airline companies from some other market like Asia, South America, North America and Australia can trace out the European market in some extent and such huge investm ents also may be affordable for them. Threat of substitutes: The threat of substitute is possible threat for Ryanairs traffic growth as passengers tendency to switch to other means of transport such as buses, trains and cruise. This kind of threat has medium effect over Ryanair, despite, the ubiquity of other means of transport to travel across European countries. Particularly rapid growth of railway network is considered to be a most influential substitute for short haul air travel across Europe. Congestion in airports and difficulties (such as boarding, airport journey) involved in air travel could cause passengers more likely to choose railway. Some government like U.K is substantially funding for the expansion of high-speed rail networks to and from Europe, especially to curb short haul carriers through heavier taxation due to the pressure arising from the environmental groups to cut down carbon emission by domestic aviation. The government intervention to establish better rail links in other countries such as France, Germany and the Nethe rlands is more vulnerable to Ryanairs routes in those countries (Dan Milmo 2009. The Guardian. 5th Aug). Bargaining power of supplier: Aircraft Supplier: In aviation Boeing and Airbus plays duopoly in manufacturing passenger aircrafts. Boeing is the main aircraft supplier for Ryanair, since its establishment. In terms of supplier bargaining power, Ryanair holds significant scale of power over Boeing, as it can easily switch to Airbus anytime in-case of high price charged by Boeing. The recent Micheal O Learys announcement of negotiation with Air Lingus evidenced the high bargaining power over its Aircraft supplier (Sarah Arnott., 2008. Ryanair looks to order 400 aircraft in plans for massive expansion. The Independent, 8th Aug.). Airports: The enforcement of new rules and regulations by airport authorities are inevitable, eventually they have more control on their bases with both short haul and long carriers airlines operating in any government airports. Ryanair has been either strongly protesting or recklessly withdrawing and switching its routes to alternative airports, at bases wherever it is experiencing significant problems. For example: Recently Manchester Airports Group refused to bring down its prices, which resulted Ryanair to pull nine out of its ten Manchester routes(Sarah Arnott., 2009. Price dispute sees Ryanair cut nearly all Manchester flights. The Independent, 18th Aug.). So, Ryanair can switch its destinations easily in case of its bargain does not take lead. Ryanair holds substantial power in the other spheres of suppliers such as staff recruitment agency, food providers and ancillary product suppliers etc due to substantial availability of those kind of suppliers in the market. Bargaining power of customer: European market is almost saturated with many airline companies including premium services to economy classes. Bargaining power of customers is high as low budget airline a commodity today and presence of more substitutes in European market. Ryanair had shrunken the bargaining leverage to its bottom with no other airlines could possibly offer such low fares, as the result that Ryanair is having extra-ordinary performance in traffic growth consistently year by year, but this growth is uncertain if Ryanair pushes its fare up. More people travelling on Ryanair, because they like the fare and can easily afford it. 3.3 Value Networks and Business Partners: It is necessary to analyse value creating areas in Ryanairs Industry value chain, which consolidates it competitive advantage by delivering those precious values to customers. According to porter, 1985, Value chain of any organization comprises of two activities, primary and secondary activities. Primary activities are directly concerned with delivery of service and that includes inbound logistics, operation, outbound logistics, marketing, sales and services. The support activities include administrative infrastructure management, human resource management, technology and procurement. Inbound logistics: Stock control of Food, beverages and Ancillary sale items: Although, Ryanair is a no frills airline, it is making huge profit through the sales of food, beverages and Ancillary items. Ryanair manages strong relationship with various foods and beverages suppliers, in-order to receive quality standard goods and on time delivery, which adds value throughout its value chain. Route selection and airport base: Ryanair only selects low cost route with the anticipation of traffic growth. Ryanair has strong relationship with various airport authorities around Europe, thus they provide subsidies in exchange for high traffic and low fares. Jet fuel: This is the most significant input that Ryanair has to scrutinize, as jet fuel contributes around half of the operating cost. Well hedged contracts will minimise cost, so recent hedging arrangements adds value to get control of fuel cost in some extent. Aircrafts and Maintenance: Deployment of single type aircraft Boeing 737-800. Operation: Ryanairs operational activities includes passenger check-In, loading ancillary and catering items in the flights, baggage check-In, Hospitality, In-flight services and daily flight operations. Contemporary online check-in system reduces cost associated with staff and avoids passenger queues in airports, thus it provides convenient journey for passengers. This adds value by enabling quick turnover of flights and prompt minimum waiting time of flights at airports. Additionally, Ryanair has contractors at certain airports for ticketing, passengers and aircraft handling (Includes loading various goods into aircraft) as well as for engine repairs and heavy maintenance at competitive rates. (Ryanair, 2004. Annual Report 2008-2009. [Online]. Available at: http://www.ryanair.com/doc/investor/2009/Annual_report_2009_web.pdf. [Accessed 10 Jan, 2010) This third party contracts are more cost-efficient than Ryanair perform these activities itself. Productivity-based incentives, this includes sales bonuses for on-board sale of products by flight attendance to increase ancillary revenue through reward mechanism and pilots are remunerated based on number of hours or sectors flown, which c uts unnecessary staff cost. Ryanair facilitate the usage of onboard mobile and electronic device for its passengers in order to add value for customers. Marketing, Sales, Services and Outbound Logistics: Ryanair advertise its seasonal fares and other company related commercial advertisements on its fleet with zero advertisement costs. Furthermore special ticket offers are being advertised on its website to promote sales. In order to curb substantial operational cost and tackle high number of booking, Ryanair has introduced new Online Reservation System in addition to the host system. The system new has been provided and maintained by an outside contractor, Navaitire. (Ryanair, 2004. Annual Report 2008-2009. [Online]. Available at: http://www.ryanair.com/doc/investor/2009/Annual_report_2009_web.pdf. [Accessed 5, Jan, 2010) It adds value for passengers by increasing system speed and avoid Ryanair is being on exposure to the risk of resolving system failure issues. There is no sales agent commission adds value on passengers fare and it adds value in terms of the distribution cost aggregate nearly to zero and convenient journey for passengers. Online baggage claiming system for baggage l ost passengers, which adds value to passengers as it is an easy way to claim their bags. 4.0 Resources and Capabilities: 4.1 Resources: Resources allocation and capabilities development are the source to gain competitive advantage for a company, while the market and environment establish constraints and pressures. Resources of Ryanair are basically what it holds as productive assets and can be differentiated into three different forms, tangible, intangible and human resources. Capabilities are what it can achieve by exploiting opportunities in the external environment and efficient deployment of its unique resources that exist within the company to achieve competitive advantage. Tangible Resource: Ryanair had 181 aircrafts in operation as of March, 21, 2009, among which 109 aircrafts were funded by The Export and Import Bank, 43 aircrafts were in operating lease, 20 of the aircraft in the fleet were treated as financially leased by Japanese operating leases with call options, 6 of the aircraft in the fleet were encumbered with commercial debt financing and three remaining aircrafts are entirely owned by Ryanair without any finance related encumbrances. Ryanair also owns and operates six Boeing 737-800 flight simulators for the purpose of pilot training. All the above are long-lived assets virtually all of them were aircraft totalled to 3.6 billion Euros. [Ryanair, 2004. Annual Report 2008-2009. [Online]. Available at: http://www.ryanair.com/doc/investor/2009/Annual_report_2009_web.pdf. [Accessed 4 Jan 2009]. Even though many aircraft are encumbrances, ownership accompanied with the bank loan gives greater independency and financially the cost involved in leasing arrangements i s higher than being owner of aircraft. In addition to aircraft, administration offices in Dublin and East Midlands Airport, simulator and training centres are entirely owned by Ryanair. It also has leasehold property in eight airports for the purpose of flight maintenance and an office building in Dublin Airport Business Park. The recent investment of 702 million Euros for the purchase of property, plant and equipment in 2008 is remarkable. [Ryanair, 2004. Annual Report 2008-2009. [Online]. Available at: http://www.ryanair.com/doc/investor/2009/Annual_report_2009_web.pdf. [Accessed 4 Jan 2009]. Ryanair serves over 1000 routes across Europe and Morocco from 40 airport bases, which is considered to be high in numbers compare to its rivalries. (http://www.ryanair.com/doc/investor/2010/q3_2010_doc.pdf, accessed on: 15th Jan 2010). Airport bases served by Ryanair are ultimately considered as strategic assets due to its low cost. Financial Resources: The huge cash reserves held in the company of over 2.5 billion Euros will allow having abundant cash flow for its operation. Cash pile would financially leverage to take strategic decision in future expansion of business. Ryanair holds 93.15 million Euros worth of available-for-sale financial assets, which are not considered as an investment in an associate company due to insufficient power of Ryanair to influence over the investee. And also, Ryanair is the biggest investor on its rivalry Aer Lingus with the acquired stake of 29.8% of Aer Linguss share capital through private acquisition with the total aggregate cost of 407.2 million Euros. Ryanairs long term debt totalled to 2398.40 million as of 2009 annual report, which is an increase of 131.9 million from 2008 annual report. The latest debt increase is primarily due to financing of new aircraft, which will be delivered within two years as per the schedule. [Ryanair, 2004. Annual Report 2008-2009. [Online]. Available at: http://www.ryanair.com/doc/investor/2009/Annual_report_2009_web.pdf. [Accessed 4 Jan 2009]. Intangible resources: Ryanairs climbing traffic growth and established brand name are most consolidated and valuable intangible assets for the company that embedded in its relentlessly flowing low fare strategies to make huge profit. In terms of operational prospective, minimum aircraft age of 3.77 years average age of all its Boeing 737-800s is a unique intangible asset and no aircraft is more than 9 years old. The company also holds considerable intangible asset of landing rights that flows future benefit into the company. Human Resources: There are 6616 staffs working at Ryanair as of March 2009, this includes 1041 additional experienced pilots contracted from employment agencies to satisfy short term pilot requirements. The employees figure is constantly increasing year by year due to rapid expansion of the company. Ryanairs top management comprises of eight boards of directors, all of them are having more than 7 years of experience with the company and their remuneration including different share options scheme are available and based on experience, as well as their job position. David Bonderman, Chairman of the Board and Director, who has served more than 13 years with the company. CEO and Director of Ryanair, Micheal OLeary is the most valuable human resources in the company and he has been successfully leading the company for nearly two decades, as CEO since 1994. (Ryanair, 2004. Annual Report 2008-2009. [Online]. Available at: http://www.ryanair.com/doc/investor/2009/Annual_report_2009_web.pdf. [Accessed 20 Jan, 2010]). 4.2 Capabilities: In this section, we will discuss about the special knowledge and a skill possessed by Ryanair in order to gain competitive advantage and the key success factors that positioned the company as cost leader. The companys innovative pioneer strategies to keep the operating cost low and its ability to carrying passengers at lowest fare demand are the special capabilities it posses. Apart from these, the table below contains Ryanairs last three years operational data up to March 2009, which will demonstrate the operational capabilities during that period. The average yield per revenue passenger mile and average yield per available seat miles are decreased in 2009 due to the intense competition and further reduction of average booked passenger fare by approximately 4 Euros compare to the previous years. Yield management is crucial for airlines as the gross profit of the company mainly depends on it, so achieving better yield would perhaps maximise Ryanairs profit. The fares of Ryanair need to be continuously monitored in a way that would create demand, at the same time that would maximise companys profit. Ryanair has only little control over the fuel fluctuations like many other airlines, so increase in fuel cost is an unavoidable increase in operating expenses. The remarkable factor is the recent fuel hedging arrangements increased Ryanairs power to some extent to influence those cost aroused due to high fuel price. The next factor is cost per available seat miles, which is operating cost by available seat miles. This is one of the mo st success factors that gain competitive advantage for Ryanair, as it always being low compared to all other short haul airlines in Europe. In the table above, the increase in the operating cost in 2009 is mainly due to the rise in fuel cost. The low fare strategy is embedded in the companys capability and it is most valuable for the company by creating demand for its service. The constantly increasing load factors year by year, while the average booked passenger fare is decreasing indicates that the unique capability of Ryanair to make the traffic grow and how well it filling its seats through creating demand by stretching its fare to lowest possible. So the increased load factor is mainly due to decrease in the fares. One of the main mottos of companys CEO, Micheal OLearys is to maximise profit through selling ancillary products. Ryanair is the highest ancillary revenue making airline in Europe, which add extra profit for the company. Motivating cabin crews through commissions to sell ancillary product, consistently increasing and introducing various ancillary products and having many commission based related business are the main source for ancillary revenue. The number of airport served and average flight utilisation hours are some other measurable capabilities of Ryanair. The best service to the passengers in terms of punctuality of its flights and less baggage missing scenarios are in Top Priorities and it makes competitive advantage for Ryanair in its operation. In fact it has the policy of publishing its customer service statistics every month to show the leads from its competitors. The table below shows that the Ryanairs capability in terms of punctuality, Bags handling and journey completions among its few rivalries. 4.3 Strength and intellectual assets: All routes are point to point rather than transitional. Although it is easy to establish point to point routes for a short haul carrier, it enhances convenient journey to the passengers. Ryanair has entered into fuel hedging arrangements followed by the huge losses on 2008. The unprecedented hedging arrangements will provide substantial protection against fluctuations in fuel prices, generally through forwarding contracts covering certain periods in the future. Ancillary services including non-flight scheduled such as Car hire, Hotels, Travel Insurance, in-flight sales, rail and bus ground transport services in its business model adds extra revenue for the company. Ryanair has direct sales channels; the only way to book ticket nowadays is via the website or via Ryanair direct call centre. It helps to take out sale agents commission and special offers would directly reach the customers without any discrepancies. Ryanair has been deploying Boeing 737-800s, same fleet community in all its routes. The company can save training cost as all staffs are only be trained for one type of aircraft and also saves on maintenance supplies and labour as only one type of parts and skills needed. High seat density of 189 seats per aircraft accommodates more passengers (compare to its older version Boeing 737-200A, which had only 130 seats per aircraft) and it tends to extra revenue for the company. The use of Secondary Airport with frequent transport medium to populated cities for the purpose to keep its airport charges low and for high turnaround times. The well known scattered strategy of no frills such as, free food, drink, and lounges etc 4.5 Weakness: Even though its fares are far cheaper than any other airlines in Europe, it is being severely criticised by many people for its extravagant hidden charges. The basic reason for this criticism is advertising fares without the disclosure of most basic inevitable charges such as, taxes, online check-In or airport check-In charge(which is outrageously costlier than the online check-In), card surcharge other than master card (only possible way to pay as the booking can feasibly done through either website or call centre), administration fee etc Ryanairs deliberate controversial advertisements and statements by its CEO such as charging one pound to use the toilets in flight, are practically generate additional free publicity for the airline, but significantly it depletes brand reputation and it often perceived as bad impression among peoples mind. The poor customer service by its staffs employed and disgrace treatment of passengers by its CEO, Micheal O Leary and the company are misleading companys reputation for not even providing the basic services and rudeness involved in customer query replies are the weakness that embedded in its system. According to the comments analysed from 280 websites, Ryanair came bottom of the ranking with minus 40 points. Poor customer service and extra cost the airline charge for check-in bags are the major complaints. [Lisa Minot, 2008. Sun Air News: Ryanair suffer Over Service. The Sun, 2nd Aug.] The company is heavily addicted for traffic growth and rivalry led in European short haul market. Because of that growth, Ryanair is not able to identify the reputation and loyalty in its brand among passengers. 5.0 Strategic situation: Perhaps, I have mentioned about 2.5 billion cash reserves in its financial resources. It has announced plans of start paying dividend from its cash pile to their shareholder from 2013. (Sarah Arnott, 2010. Ryanair to pay dividend from 2013. The independent, 8th Jan). Instead of paying dividend out of its cash reserves or by using companys profit, it should decide to deploy its cash reserves in its on-holding strategy towards long haul routes. The company will get significant future growth by launching long-haul transatlantic routes. According to CEO, Micheal O Learys statement, if Ryanair introduces long haul routes from Europe to six US destinations, two segments of seat will be offered, one lowest unprecedented economic class and ever high fare business class with extravagant services. This rational strategy will generate huge profit by luring middle economic-class passengers; perhaps transatlantic passengers will want something cheaper in their tickets. The cheapest fare no frill for economic class passengers with onboard sale of everything from breakfast to dinner, beverage to entertainment would create substantial ancillary revenue. In spite the airline destinations must be in populated area or rich cities such as Chicago Midway Airport, Atlanta Hartsfield International Airport and Dallas Fort Worth International Airport etc to fill up business class seats, Otherwise there is no logic in adding business class seats in long haul routes. Alternatively, it can choose rural destinations in US, but the business class passengers firmly transited to populated cities without any delay and inconveniency by having alliance with US luxury short haul carriers. Although, I have mentioned Ryanairs 29.8% stake over Aer Lingus, its first bid in 2006 to acquire entire share capital of Aer Lingus was firstly blocked by European commission on competition grounds and the second bid in 2007 was also failed after the Irish Government (25% stack holder on Aer Lingus) said Ryanair undervalued the company, while the offer totalled  £701 million. So, Ryanair is not yet planned to make any further bid in recent future, rather it aims to boost its cash reserves. [Pilita, C, Vincent, B, 2010. Third Ryanair bid for Aer Lingus unlikely. Financial Times, 7th Jan.] Perhaps, the acquired stakes consolidate its financial position over Aer Lingus for convenient takeover in the future, in case of any failure or the acceptance of further bid by Aer Lingus. In consideration to Ryanairs future growth in the existing market and anticipated transatlantic expansion, it has to press hard for a horizontal integration over Aer Lingus by raising the offer price from its last bid of  £701 million. The acquisition of Aer Lingus is more likely to see tremendous expansion in European market by acquiring market share and implementing low cost operating strategy over it rivalry. In a situation when a competitor disappears in the market, the competition gets ease for some instance. The acquisition also allow Ryanair to get easy access into the transatlantic routes, as Aer Lingus already operating flights to some major airports in the United States such as, Houston (HOU), Houston (IAH), Indianapolis (IND), Columbus (CMH) and San Francisco (SNF) etc 6.0 Strategic Choice: Identification: The first choice what I suggest is Ryanair can expand its market through Related Diversification by the launch of new international routes from Europe to Selected Asian countries, such as India, Malaysia and Singapore. Ryanair will be able to grow its traffic by selecting core destinations such as Mumbai, Bangalore, Goa, Chennai and New Delhi in India, Kualalampur in Malayasia and Singapore. In the other end, Ryanair would be able to cover travellers and tourists from all European countries by setting up transit hubs in selected airports in Europe such as Frankfurt, Madrid, Milan, Glasgow and Dublin (So, flights from the new market will land in those transit hubs and then passengers can reach their end destination by Ryanairs local network flights through transit from these airport) travelling to our selected destinations in Asia, as it already has firm and established operation in Europe. The above selected strategic choice would be demonstrated under Ansoff Strategic Direction Matrix Market/product choices. According to Ansoff Matrix (developed by Igor Ansoff, 1957) the above selected business is launching of new service in new market, so it will be categorized under Diversification. Although, Ryanair has an on-holding plan of introducing transatlantic routes, but not yet lunged, the new strategic choice is to flourish market share in developing nations. The assumed service in those markets is clearly business to consumer type of activity, as Ryanair directly engaged in carrying passengers or providing service directly to the customers. Ryanairs main targeting customer segment in the above three countries are tourists and passengers who are looking for low fares, as well as high fare over luxury service. The differentiations in fares with price premium for passengers perceive it as on luxury segment and without price premium for passengers perceive cost benefit under low fare segment. All the three countries are developing nations with low income, middle class and rich people. Among them, people who afford to travel to Europe are

Pressure Ulcers

Feature Strategies to improve the prevention of pressure ulcers Judy Elliott describes a project that sought to improve tissue viability during the patient journey from admission to discharge Summary This article outlines the actions taken by one acute trust to implement evidence-based, best practice recommendations for pressure ulcer prevention. Initially, an exploratory study identified specific areas for practice development, particularly improving early risk assessment, intervention and focus on heel ulcers.Further actions included recruiting tissue viability support workers to promote a pressure ulcer campaign. Prevalence audit results demonstrated improved prevention and reduced prevalence of hospital-acquired pressure ulcers by 6 per cent and heel ulcers by 4. 9 per cent. Further work is required to ensure prevention strategies are consistent and documented. Keywords Best practice, evidence base, pressure ulcer prevention ( Institute for Innovation and Improvement 2009), there fore it is important to seek further initiatives to eliminate avoidable pressure ulcers from NHS care.Tissue damage A pressure ulcer is defined as (European Pressure Ulcer Advisory Panel (EPUAP) and National Pressure Ulcer Advisory Panel (NPUAP) 2009): ‘†¦ localized injury to the skin and/or underlying tissue usually over a bony prominence, as a result of pressure, or pressure in combination with shear. ‘ Healthy individuals are continuously moving and readjusting their body posture to prevent excess pressure and shear forces. Reduced mobility or sensation interrupts this natural response, rendering an individual vulnerable to tissue damage.Eurther susceptibility is influenced by an individual's intrinsic risk factors reflected by their tissue tolerance (Bonomini 2003). Individual risk factors include immobility, malnourishment, cognitive impairment, acute and chronic ulness (National Institute for Health and CUnicad Excellence (NICE) 2005). Pressure ulcer preventio n involves the modification of an individual's risk factors by the whole multidiscipUnciry team (Gould et al 2000). Risk assessment Identification of vulnerable individuals can be challenging.Designated risk assessment tools have been found to lack reliability and validity with a tendency to overestimate risk (Pancorbo-Hidalgo et al 2006). The NICE (2005) guideline emphasises the importance of early assessment, within sbc hours, using clinical judgement. Vanderwee et al (2007a) found skin inspection more reliable compared with an assessment tool, with 50 per cent fewer patients identified as requiring intervention cuid no significant difference in patient outcomes. The skin should be assessed for early signs of tissue damage, which November 2010 | Volume 22 | Number 9PRESSURE ULCERS have potentially devastating consequences for patients, hospitals and the overaU hecdth economy. An estimated 5 to 10 per cent of patients admitted to hospital develop pressure ulcers, resulting in incre ased suffering, morbidity and mortaUty (Clark 2002, Redelings et al 2005) and depleting NHS budgets by 4 per cent, or more than ? 2 billion ? mnually (Bennett et al 2004). Prevention is a complex, multifactorial process and although it is accepted that some pressure ulcers are unavoidable, most are considered preventable.Acknowledging the difficulty in establishing national comparative prevalence data because of variances in methodology and settings (Calianno 2007), a prevalence of 21. 9 per cent of patients affected was reported in a pilot study of UK acute hospitals in 2001 (Clark et al 2004). Pressure ulcer prevention is a nursing quality indicator and high impact action for nursing and midwifery (NHS NURSING OLDER PEOPLE Feature Figure 1 I Illustrations showing a correctly fitting chair to ensure sufficient I pressure redistribution and poor sitting posture 1.The patient should be seated with hips and knees at right angles, feet flat on the floor and arms/shoulders supported. Th e patient's weight is evenly displaced through the feet, thighs and sacrum. 2. The chair is too low; the patient's upper legs are not supported, and weight is increased onto the buttocks leading to greater risk of pressure damage. include observable discolouration and palpable tissue changes such as localised bogginess, heat or cold (NICE 2005). International guidelines (EPUAP/NPUAP 2009) advise a structured approach to risk assessment using a combination of all three techniques.Ecirly intervention Once risk is identified immediate action is imperative to minimise risk of pressure ulcer development. As evidence is weak for specific interventions a number of areas should be addressed, involving ecirly initiation of preventive action, improving tissue tolerance and protecting from the adverse effects of pressure, friction and shear (Calianno 2007). Nutrition and tissue loading are two areas of nursing influence. Strategies to ensure optimal nutrition should be used and the provision o f oral nutritioneil supplements has been associated with reduced tissue breakdown (Bourdel-Marchasson et al 2000).Tissue loading may be addressed by manual and mechcinical repositioning, mobuisation and exercise. Strategies to minimise shear forces include addressing posture, moving and handling techniques and use of electric profiling beds (Keogh and Dealey 2001). Positioning and repositioning Research has not established an optimeil frequency of patient repositioning (Defloor et al 2005). Repositioning should be undertaken on an individual basis in Une with ongoing skin evaluation, avoiding bony prominences (NICE 2005).The skin shoiUd be closely monitored to ensure effectiveness of the regimen and further actions taken if ciny signs of tissue damage occur. November 2010 Volume 22 Number 9 A flatter position distributes body weight more evenly. Semi-Fowler (semi-recumbent) and prone positions yield the lowest interface pressures with sitting cind 90-degree side-lying the highest (S ewchuk et al 2006). Repositioning using the 30-degree tuted side-lying position (alternately right side, back, left side) or prone position is advised (EPUAP/NPUAP 2009).The repositioning regimen should be agreed with the patient and will require adaptation to ensure concordance with comfort, symptoms and medical condition. Prolonged chair sitting is impUcated with greater risk of pressure ulcer development (Gebhardt and BUss 1994). Chair sitting should be Umited to less than two hours at ciny one time for the acutely ul at-risk individual (Clark 2009). A correctly fitting chair is important to ensure sufflcient pressure redistribution (Figure 1).Poor sitting posture may cause posterior pelvic tilt (sacral sitting) or pelvic obUquity (side tUting onto one buttock), with the ideal chair allowing feet to sit flat on the floor, with hips and knees at 90 degrees and arm/shoulders supported (Beldon 2007). Support surfaces High specification foam mattresses have demonstrated improved perf ormance in pressure ulcer prevention (Defloor et al 2005), leading assessme Low risk †¢ Use static foam mattress. †¢ Reassess if patient's condition changes. Medium risk †¢ Use static foam mattress. †¢ Implement repositioning regimen. Check skin at least daily. †¢ If any signs of pressure damage request dynamic (air) mattress. †¢ Reassess if patient's condition changes. High risk (contraindicated if patient weighs more than 39 stone (refer to guidelines), has a spinal injury (refer to trauma and orthopaedics) or unstable fracture). †¢ Use dynamic (air) mattress. †¢ Implement repositioning regimen. †¢ Check skin at least daily. †¢ If any further signs of pressure damage increase repositioning programme. †¢ Reassess and step down onto static mattress as patient's condition improves.Remember to apply heel protector boots for patients at risk or with heel pressure ulcers. NURSING OLDER PEOPLE Feature to replacement of standard mattr esses by most hospital trusts. There has also been considerable investment in mechanical (dynamic) support surfaces, where air is pumped through the mattress via alternating pressure or low air loss. However, the benefits of these devices remain unclear in terms of clinlccd and cost effectiveness (Reddy et al 2006). Pressure ulcer incidence rates of 5 to 11 per cent have been reported in studies, with longer use associated with greater risk (Theaker et al 2005).These devices should be considered m conjunction with other support surfaces as delayed or inconsistent use may negate the benefits. Multiple strategies A number of studies have attained favourable outcomes using multiple interventions. Examples include introducing a multidisciplinary working party, improving management of pressure-relieving equipment, educational programmes and developing new guidelines (Gould et al 2000, Catania et al 2007, Dobbs et al 2007). Variations in approach suggest the commitment of practitioners is vital to success. For example, a support surface . howed improved outcomes only when used In conjunction with an educational programme for registered nurses (RNs) (Sewchuk et al 2006). Factors identified as impeding pressure ulcer prevention include lack of time, staffing levels and staff knowledge (Moore and Price 2004, Pancorbo-Hidalgo et al 2006, Robinson and Mercer 2007). Skill mix may also influence outcomes. Horn et al (2005) investigated staffing levels in a nursing home and found fewer pressure ulcers were associated with more direct RN care for each resident. heels' protocolj Apply heel protector boots to patients at high risk of heel ulcers when on bed rest.Assessment criteria include limited mobility and: †¢ †¢ †¢ †¢ I Is patient immobile, heavily sedated or unconscious? Can patient lift his or her leg up in bed? Is there any evidence of heel tissue breakdown, blistering or ulceration? Does the patient have diabetes, vascular or renal disease? experie nces highlighted the challenges in delivering timely, optimal preventive care. Opportunities to improve preventive care during the patient journey from admission to discharge were identified. These processes were influenced by the level of communication and collaborative care.Practice development recommendations included: †¢ Improve early risk assessment and intervention. †¢ Direct resources to the start of the patient journey. †¢ Prevent heel ulcers. Further actions were taken during 2009/10 to develop practice in line with these recommendations. Method Tissue viabUity support workers were recruited for each hospital site to focus on pressure ulcer prevention, in particular managing pressure-relieving equipment. They reclaimed dynamic mattresses and recurected them to admitting areas to enable immediate access ‘at the front door'.They were entrusted with keeping a ‘float' of mattresses in a clean library store and helping with maintenance, decontamination eind training. In September 2009 a trust-wide pressure ulcer campaign was launched. This focused on three Interventions: support surface, positioning and repositioning and heel offloading: 1. Risk assessment within six hours and appropriate support surface (Box 1). A simple flow chart was disseminated highlighting a structured patient pathway, based on NICF (2005) best practice recommendations.Initial risk assessment was encouraged using clinical judgement to help early assessment in the emergency admitting areas. A more detailed assessment was requested during the following 24 hours using the Waterlow assessment tool (Waterlow 1988) to provide risk status confirmation and identify individual risk factors. Patients were assessed as low risk (fuUy mobile and minimal risk factors/Waterlow score 20). All trust static mattresses consist of high specification foam offering protection to all admitted patients. The trust has purchased November 2010 Volume 22 BackgroundAn exploratory study of pressure ulcer prevention was undertaken in the project hospital trust during 2007/08. The trust includes three acute sites covering a large geographical area consisting of more than 1,200 beds and serving a predominantly ageing population. A case study meth(3dology was used to consider the topic from a range of perspectives using quantitative zind qualitative data (Yin 2003). A reduction in overall and hospital-acquired pressure ulcer prevcdence since 2001 was found. Steady reduction in sacral ulcers was observed with the heel emerging as the most common site for hospital-acquired pressure ulcers by 2008.Increased prevalence observed in 2009 reflected revised data collection methods and improved reuabuity with thorough skin inspection. Data were also generated from focus group interviews with multidisciplinary clinicians. Their NURSING OLDER PEOPLE Feature more than 350 dyncimic mattresses and local recommendations prioritise patients at high risk, unless contraindicated. 2. Im plementation of revised positioning cind repositioning documentation. Revised documentation included a visual care plan/ regimen, repositioning chart and skin evaluation for all vulnerable patients. 3. F*revention of heel ulcers.The ‘hecilthy heels' project ran concurrent to the Ccimpaign cind was undertaken from October 2009 to March 2010. Funding was procured for regular provision of heel protector boots that ‘float the heel' and offload pressure to augment the repositioning and positioning programme. A protocol was disseminated aiming to protect patients with high risk factors such as diabetes or early signs of tissue damage located at the heel (Box 2). The annual prevalence audit methodology was revised to improve reliabUity of data collection cind undertciken in Februcuy 2009 and repeated in February 2010.Data was collected by tissue viabibty nurses at the bedside including skin inspection eind related preventive interventions. Previously, ward nurses supplied the d ate using vcirious collection methods. Data analysis was undertaken by the trust's clinical audit team. ulcers as some patients hav e more than one pressure ulcer. Audit results from Februciry 2010 showed a reduction in hospital-acquired pressure ulcer prevcilence by 6 per cent and a reduction in total pressure ulcer prevalence by 4. 7 per cent (Table 1). Prevalence of patients with pressure ulcers had reduced from the previous audit by 2. per cent to 13. 4 per cent (Table 1). More than half of the total inpatient population was assessed as vulnerable to pressure dcimage. This information enables comparison with similar populations and indicates a 2 per cent increase in the population at risk from the previous year. There was also a reduction in all grades/ categories of hospiteil-acquired pressure ulcers (Table 2). The grade (category) of ulcer is used to assess depth of tissue damage, with grades 1 to 2 affecting the top skin layers and grades 3 to 4 including the deeper underlyin g tissues (EPUAP/ NPUAP 2009).The origin of some pressure ulcers was not fully established, mainly because of lack of documentation and appearance of the ulcer (Table 2). There were observable improving standards in best practice and patient comfort and care on the wards. Repositioning care plcinning documentation had improved by 7 per cent but ongoing documented repositioning had reduced by 1 per cent (Table 3). Further improvements are required to meet best practice standards in both cases. Although the heel remained the most common site for pressure dcimage, there was a reduction in hospital-acquired heel ulcers by 4. per cent. Results Benefits beccime apparent during the campaign with observable improvements in patient access to equipment cind eeirly intervention. The results were analysed in terms of patient prevalence (percentage of patients with one or more pressure ulcer) and pressure ulcer prevcilence (percentage of pressure ulcers). The prevalence of pressure ulcers is usu ally greater than the prevalence of patients with pressure Prevalence of pressure ulcers Discussion The tissue viability support workers were instrumental in raising awareness of prevention 009 Number Number of patients Population at risk Prevalence of patients with pressure ulcers Prevalence of pressure ulcers Pressure ulcers acquired in hospital Pressure ulcers present on admission Origin not known (unsure/not completed) Percentage Number 2010 Percentage Change Percentage 976 497 151 242 132 930 51 15. 5 24. 7 13. 5 492 125 186 53 13. 4 20. 0 7. 5 6. 8 5. 7 T2. 0 i 2. 1 J. 4. 7 J. 6. 0 i 0. 8 I2. 2 70 63 53 75 35 7. 6 3. 5 1 November 2010 Volume 22 Number 9 NURSING OLDER PEOPLE Feature in the admitting areas and improving early access to dynamic mattresses.Previously, dynamic systems were often a late intervention, once pressure damage was appeirent, cind competing demands from the wards impeded availability. A structured approach supported fairer allocation, prioritisation by pat ient need and improved availability. The support workers also improved processes by fostering good teamwork with support staff, hospital management teams and nursing departments. Their presence in the ward areas improved preventive care, related protocols and provided a link with the tissue viability nurses.Our experiences suggest that further education and communication are essential to reach a staff. The ‘healthy heels' campaign demonstrated the effectiveness of heel protectors in a prevention strategy. These devices were used for prevention and treatment to ‘float the heel', with resolution of superflcial tissue damage often achieved through continued use. This included the treatinent of superficial necrosis (black heels), which in many cases were kept dry cind allowed to slough off retaining viable deeper tissues, as recommended by EPUAP/NPUAP (2009).The audit results mirror previous reports of less than 10 per cent of hospiteil patients having documented adequate pr eventive care (Vanderwee ef al 2007b). Some nurses expressed concems over time constrEiints and extra paperwork, which may have contributed to a reluctance to adopt revised positioning and repositioning documentation. Communication and education Achievement of best practice standar Best practice standard quired pressujmJceyar^ajeiKe by grad Grade of pressure ulcer Grade 1 Grade 2 Grade 3 Grade 4 Total 2009 Number 59 54 7 12 2010 Number 35 24 6 5 70 Percentage Change Percentage Percentage 6,0 5. 3,7 2,5 0,6 0,5 i 2. 3 4-3. 0 0. 7 1. 2 i 0,1 1 0,7 132 Origin not known (unsure/not completed) Grade 1 Grade 2 Grade 3 Grade 4 16 15 2 2 1. 6 1. 5 0,2 0. 2 23 23 7 0 2,4 2. 4 0. 7 T0. 8 i 0,9 IO. 5 _ Total 35 † 1 issues were other possible factors. The trust operates a link nurse system for tissue viability education that may limit dissemination to all nursing staff. In an audit of 44 UK hospitals Phillips and Buttery (2009) also found a lack of documentary evidence of risk assessment on admission and C2ire planning, together with the need to improve immediate allocation of appropriate resources.Early risk assessment and immediate intervention may also be hcimpered by the focus on emergency care in admitting areas. Robinson and Mercer (2007) identified contextual barriers to pressure ulcer prevention in emergency departments as use of a stretcher and a lack of basic care provision for older Patients having a documented pressure ulcer risk assessment within six hours of admission. Patients with documented risk assessment at time of audit. Patients nursed on appropriate mattress.Patients with a high or medium risk of developing a pressure ulcer with documented evidence of a positioning and repositioning regimen. Patients with a high or medium risk of developing a pressure ulcer with documented evidence of repositioning. Use of heel protectors and offloading techniques (of total number heel ulcers). Ulcers with resolving/treated infection. Prevalence of patients wit h hospital-acquired heel ulcers. 75 79 88 13 T9 11 33 2 7,9 10 4. 1 36 0. 2 3,0 I3 Improved by 1. 8 i 4. 9 NURSING OLDER PEOPLE November 2010 Volume 22 adults.The improvement of resources and processes in admitting cireas is crucial to prevention. Technological advances may cdso have created a culture focused on dynamic systems as the primary intervention. Eurther difficulties may cuise in maintaining individual repositioning schedules in busy hospital Wcirds where competing demands often require a more immediate response. Hobbs (2004) demonstrated improved outcomes when regular repositioning schedules were re-established. Eurther work is required to place the emphasis on patient mobilisation and prevention and away from equipment and treatment.Education and leadership are peiramount to generate this culture shift and rebalance these nursing priorities. Conclusion A comprehensive review of previous and current prevention activity was invaluable in identifying appropriate areas for i mproved intervention. The recruitment of tissue viability support staff assisted with early risk assessment and intervention, particularly in terms of pressure-relieving equipment. A pressure ulcer campaign was useful in raising awareness of three interventions: early risk assessment and intervention, positioning cind repositioning regimens eind ‘healthy heels' project.Audit results from Eebruary 2010 showed a reduction in hospital-acquired pressure ulcer prevalence by 6 per cent and a reduction in total pressure ulcer prevalence by 4. 7 per cent. Heel offloading using heel protector boots was an effective strategy for prevention and treatment of heel pressure ulcers. Although the heel remained the most common site for hospital-acquired pressure ulcers, there was a reduction in prevcilence by 4. 9 per cent. Improvements are indicated in the provision of documentary evidence to support prevention, particularly in terms of risk assessment, positioning and repositioning programme s.This project has demonstrated that responding to organisational specific factors can produce encouraging results in pressure ulcer prevention and identify' areas for continued effort. Dedicated leadership, education, teamwork and commitment are fundamental to continue to improve standards and ensure best possible patient outcomes. Online archive For related information, visit our online archive of more than 6,000 articles and search using the keywords Find out more Copies of the positioning and repositioning regimen can be obtained by emailing the author at: Judy. [email  protected] nhs. ukThis article has been subject to double-blind review and checked using antiplaglarism software. For author guidelines visit the Nursing Older People home page at www. nursingolderpeople. co. uk Judy Elliott is lead tissue viability nurse. East Kent Hospitals NHS University Foundation Trust, Canterbury References Bcldon P (2007) Silting safely to prevent pressure damage. Wound Essentials. 2, 10 2-104. Bennett G, Dealey C, Posnetl J (2004) The cost oi pressure ulcers in the UK. A^e and Ageing. 33, 3, 230-235. Bonomini J (2003) Effective interventions for pressure ulcer prevention. 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