German-Jews and the Holocaust Essay Example for Free

German-Jews and the Holocaust Essay Prior to the era of Second World War in 1930s, community of Jews had already established their society within the German realm. For last 1600 years of German-Jewish relations, German Jews were first to experience the dramatic persecutions inflicted by the German society. b. Overview German-Jews, despite of their German blood, did not experience any benefits or considerations during the Second World War. Prior to war (1938), the population of German Jews within Germany was approximately 560,000 (Lavsky 78). As supported by Merchant, Rubenstein and Roth (2003), German Jews were at that time classified as coherent groups from the entire Jewish community (220). The feud between the German-Jews and the German society had originated from the rich Jewish culture and German Jewry that brought the hallmark of modernity to the Germany nation (Wright, Ager and Hantrais et al. 16). In fact, higher factions from German Jews were those families from middle to upper class sections, which considerably imply the rich legacy of German Jews in Germany (Merchant, Rubenstein and Roth 220). According to Geller (2005), during the pre-war era, Germany was the official immigration beacon for the Jewish people, which eventually led to the assimilations and hybridizations of culture and lineage (1). During the initial years of World War II, German Jews were used as threatening objects against the overall Jewish community. According to Lavsky (2002), there were around 322,000 German Jews emigrated after a year followed by significant killings, massive German Jews persecutions and many were placed into exile (78). Nazi leaders in 1938 and 1939 anticipated the initial killings of the deported German Jews at Germany in order to threaten the Jewish community and motivate them to leave Germany (Victor 195). Every Jewish kind presently living in Germany and near-by nations had become the prospects of Hitler’s annihilation plan. Even during the pre-war era, German Jews were the ones who first suffered from the activities of Nazis and Hitler’s henchmen. In 1941, the population of German Jews had dropped from 560,000 down to 150,000, which eventually dropped progressively due to the continuous deportation and murders within German camps (Lavsky 78). In 1933, the time when Hitler rise to power, German Jews did not possess any effective organization to resist the anti-Jewish campaigns of the Nazis (Merchant, Rubenstein and Roth 221). During the same year, German Jews were noted to be at their height of social power with their members leading Germany’s trade, commerce, white-collar professions and different upper class positions (Herf 36). However, by the time Hitler and his Nazi started with their destructive anti-Jewish campaigns, German Jews became the initial target of their propaganda. After the war, the population of existing German Jews was approximately 9000 comprising mostly of survivors from concentration camps, mainly in Theresienstadt (Lavsky 78). In the study, we explore the life of these German Jews during and post progressions of Anti-Jewish campaigns. II. Discussion a. German-Jewish in the Era of Holocaust The notoriously famed Nazi leader – Hitler – only aimed his destructive concentration among the existing Jewish population within Germany. However, even the German Jews were discreetly alarmed as Hitler came to power in 1933. According to Merchant, Rubenstein and Roth (2003), German Jews established a movement called the Federal Representation of German Jews or the Reichsvertretung in September 17, 1933 composed of middle- and upper-class Jews. The head of the movement was Berlin Rabbi Leo Baeck – German’s most influential Jewish Rabbi (221). However, the problems confronted by the organization were its fragile foundations and relatively small number of population incapable of directing change to the overall Jewish community. According to Herf (2006), the population of German Jews in 1933 comprised only 0. 76% of the total German demographics (35). Unfortunately, the rise of Nazis in 1933s immediately degraded German Jews community with the Nazi’s strategies of armed resistance, alleviation, evasion, paralysis and compliance (Merchant, Rubenstein and Roth 221). According to Bankier (2000), even with the German Jews’ distinct suspicion against the Nazi’s rising dictatorial rule channeled in their anti-Semitism movement, Nazi was still able to pursue their anti-Jewish campaigns discreetly and flawlessly under the leadership of Hitler (373). The political rule of Nazism and anti-Semitism provided Hitler and his campaigns discreet opportunities in influencing other German organizations. According to Merchant, Rubenstein and Roth (2003), tactics of oppressions made by Nazi’s were initially tolerable to maintain their stealth campaigns against German Jews (222). All efforts made to combat the expanding powers of Nazism and anti-Semitism were countered and made futile (Bankier 373). In 1933, Nazi’s expanded powers were able to dissolve the Reichsvertretung organization established by the German Jewish community. Nazi was able to implement a political notion preventing any establishment of organization against to the ideologies of anti-Semitism and Nazism. As supported by Bankier (2000), any attempts made to counter the existing movements of Nazism and anti-Semitism were, by default, considered as an attack against the dictatorial government (373). German Jewish community was not able to resist the impending threats of Hitler’s campaigns. Incidence of Jewish persecution began to rise and the powers of the Jewish community against the Nazi were eventually oppressed. According to Herf (2006), Hitler and his Nazi movement were aware of the wide influences of the existing middle- and upper-class German Jews; hence, in order to continue with their plan, they first had to dissolve the powers of German Jewish sect and the community’s political associates (37). Initial attempts made by the Nazis were to strip these German Jews professions from their authorities within the German society. According to Kremer (1989), there were around 300,000 German Jewish professionals immediately terminated from their posts between 1933 and 1934 (93). Hitler aimed his tactics on the professional denominations of German Jews to reduce the risk of forming potential propaganda or organization against the growing Nazi. Following the great number of terminated professionals was the Nazi’s campaigns of emigration for these German Jews fronting the promise of safety. Most German Jews were emigrated from Germany to nearby nations, while some were threatened and persecuted. The persecution of German Jews became the initial step of Nazi’s threats against the overall Jewish community. In 1938, approximately 20,000 German Jews, together with 15,000 Austrian Jews, fought against the Nazi regime (Bankier 376). The persecution of German Jews had triggered the hallmark of German Jewish deportation. In November 1938, approximately 10,000 Jews committed massive suicide as a sign of protest to the Nazi regime (Bankier 376). According to Victor (2000), Hitler delegated some of his commandants, such as Chief Security Main Office Reinhard Heydrich and Hitler’s designated successor Hermann Wilhelm Goring, to facilitate the emigration of German Jews first to Great Britain, then smuggling them towards the Palestine lands (195). According to Rosen and Apfelbaum (2002), German Jews emigrated to Poland were placed under the jurisdictions of Soviet Union and German camps situated within the area. German Jews emigrated to the concentration camps of Siberia known as Gulag had been held as capitalists. The Soviet Union did not murder any single Jew under their jurisdiction and, with Communism being against other religion, anti-Semitism and the Jew’s Zionist movement were collapsed (Rosen and Apfelbaum 12). After the Poland attacks in September 1939, World War II was officially ignited within the Western parts of Europe spreading across other nations. During the same year, 3. 5 million Jews were placed under totalitarian rule (Rosen and Apfelbaum 12). After the attack on Poland, Goring and Heydrich reported to Hitler stating the closure of emigration for German Jews because Poland had refused accepting the emigrated Jews; hence, a deportation back to Germany was initiated by Heydrich (Victor 195). Emigration of German Jews was halted in Hitler’s order. Instead, these individuals were placed into exile and shipped to different German concentration camps. b. Different Scenarios of Persecution During the plot establishment of Nazi’s anti-Jewish campaign, the hardest part was defining the coverage of their campaign. According to Cesarani and Kavanaugh (2004), Nazi’s transition from demagogic campaign to anti-Semitism was confused by the issue on whether they need to include German Jewish community in their plot of anti-Jewish activities (239). German Jews community comprised 3,400 registered mixed marriages in 1932 alone, and this population denomination was called German Jewish Mischlinge (Cesarani and Kavanaugh 239). According to Wyman and Rosenzveig (1996), German Jews had experienced anti-Jewish campaigns as early as 1933 with the implementation of the Nazi’s largest anti-Jewish boycott. After two years, the approved Nuremberg laws deprived Jewish community of their appropriate citizenship, which prohibited most of the Jews social rights, such as marriage, sexual relations and professional affiliations (Shapiro 286). From 1935 up to 1938, German Jews experienced intense persecutions from all sides of German society. On November 9, 1938, the murderous anti-Jewish campaign began. According to the recovered news report, entitled Nazi Terror Presaged on Kristallnacht (Crystal Night) dated November 9, 1938, approximately twenty thousand German Jews were emigrated to the Polish frontier just to be denied by the Poland government and to be reduced to poverty (cited in Slater and Slater 192). The scope of Hitler’s anti-Jewish campaign included all kinds of Jewish denomination comprising the high population of Mischlinge. According to Wyman and Rosenzveig (1996), the night of November 9 marked the murder of ninety-one Jews living in Germany, three-hundred were arrested unconditionally, and seventy-five Jewish-owned businesses burned and vandalized (400). The year of 1938 became the marked starting year of the German Jews’ intensive persecution implemented by the Nazi Germans. After the incidents of 1938’s Crystal Night, the German Jews did not receive any justice or support from the dictatorial Germany. Under the influence of Nazi’s anti-Jewish campaigns, German Jews were banned from many public establishments and various social rights (e. g. obtaining driver’s license, owning business permits, etc. ). In 1939, after Germany’s attacks on Western Europe and Poland invasion, Hitler announced his Final Solution for freeing Germany from the Jewish population. According to Victor (2000), the final solution of Hitler was to kill and/or deport German Jews and the existing Jewish community (195). This was the formal inauguration of Hitler’s worldwide plot of Jewish annihilation. Prominent German Jews, such as politicians, scientists, journalists, composers, actors, religious leaders and teachers were forced into exile in the Nazi’s effort of destroying the Jewish culture existing in Germany (Wright, Ager and Hantrais et al. 17). By September 1939, mass killings on Polish Jews and exile of German Jews by death squads had increased its number. Immediately in 1940, the killings were followed by annihilation of German Jews and Jewish patients in all German hospitals (Victor 196). According to Rosen and Apfelbaum (2002), in 1940, the Nazis implemented their ghettoization scheme wherein Jews present in German concentration camps were placed tightly inside the Nazi-established Ghetto gathering them around prior to massive execution (12). During this time, Nazi was also gathering all the riches and properties left by the German Jews. By November 1940, all collections of Jews from Germany and Poland were starved to death as ordered by Hitler himself (Victor 196). Killing campaigns against the Jewish community had reached the extreme extent of murdering Jews on a daily basis (Rosen and Apfelbaum 12). Small Jewish villages found by the Nazis were immediately dissolved, while captivated dues were immediately sent to concentration camps to participate in the Nazi’s ghettoization scheme. According to Wyman and Rosenzveig (1996), German Jews shipped in one of the famous Nazi concentration camps – Auschwitz – reached the count of 43,103 from the overall Jewish demographics of 139,606 present in the said area (401). Within the concentration camps and Nazi ghettos, Jews were sorted accordingly depending on their field of profession and capacity to work. Some of the famed Nazi machines used by the Nazi to annihilate Jewish communities were their automotive exhaust vans fillies with Zyklon B (cyanide) and man-made death camps with installed human incarcerations and cyanide showers (Victor 197). Since elderly and female population were less active and functional compared to the males, they were gathered inside the ghettos and suffered extermination from the Nazi machines (Wyman and Rosenzveig 401). Meanwhile, according to Rosen and Apfelbaum (2002), there were around 15,000 Jewish children from German emigrants incarcerated at Auschwitz concentration camp, and from this number, only 100 survived (14). The efforts of the Nazi to wipe out the entire Jewish lineage had brutally affected the Jews living in the Germany from elders to children of every gender. Fortunately, with the early emigration campaigns of Reinhard Heydrich and Heinrich Himmler (the proponents of Anti-Jewish campaign – Final Solution); majority of the German Jews had escaped the claws of Hitler. However, the German Jewish community established for 1600 years was greatly damaged to the brink of extinction. c. Post-War Conditions After the implementations of war and anti-Jewish campaigns, Jews from around the world delighted due to their survival from the raging chaos brought by Hitler. According to Geller (2005), the German Jews first enjoyed the emancipation of Jewish community from Nazi’s and German society’s persecutions (2). However, the casualties resulted by the Nazi’s campaigns were intense and almost annihilated the entire community. From the three noted cities of Germany namely (a) Cologne, (b) Dusseldorf and (c) Hanover, the persecutions of Nazis against the German Jews had indeed resulted to a dramatic decline of German Jewish population nationwide. According to 1925 census, there are about 16,000 German Jews living in Cologne, 5,130 living in Dusseldorf – Westphalia and 423,000 in Hanover. However, after the census in August 1945, German Jews survivor from these areas decreased to 40 to 50 Jews hiding at Cologne, 638 Jews from Dusseldorf and 1,200 from Hanover (Lavsky 82). According to Wyman and Rosenzveig (1996), World War II had led to the closure of all Jewish establishments within Germany and almost all on the nearby European countries, while the approximated 3000 Jewish religious organizations were closed and absorbed by the German Imperial Association (401). Casualties of the war involved 160,000 to 180,000 murdered German Jews, while an estimated 8,000 survived the transports, camps and death marches (Wyman and Rosenzveig 401). Jewish survivors found hidden in slaughtered communities and concentration camps were immediately brought to Allied Group’s medical attention. Unfortunately, German Jews found in other areas except for concentration camps were treated discriminately as well due to their German lineage (Kochavi 56). With the help of United Nations Relief and Rehabilitation Administration (UNRRA) and established Allied forces, Jews from these camps were immediately provided with rations and supplies (Wyman and Rosenzveig 401). Discriminations and public conflict against German Jews did not last long. Allied forces had facilitated the return of properties and reestablishment of Jewish communities on areas affected by war. According to Kochavi (2001), western Allies suspended all the passed legislations that discriminated Jews of any denomination in Germany (56). The suspension was for the purpose of remigration and re-establishment of Jewish settlement within the German premises. However, the ideology of anti-Semitism did not end even after the death of Hitler or the war. According to Wyman and Rosenzveig (1996), â€Å"Semitic excesses continued, especially in Poland, where Europe witnessed its last full-scale pogrom against Jews in the town of Kielce in the summer of 1946, forcing thousands to flee to the (Displaced Person) DP camps of Germany† (402). Despite of the existing conflicts in Germany, the Berlin Allied administration aided in the return of the Eastern European refugees, which comprised mostly of German Jews emigrated during post-war, to reestablish Jewish community within Germany (Wyman and Rosenzveig 401). On April 30, 1946, approximately 74,000 German Jews remigrated back to their post-war German community. During this time, the Jewish community started establishing different organizations to help rebuild their community as well as to strengthen the legal and civil rights of Jews of all denominations within Germany. Despite the massive murders, removal of Jewish properties, destruction of their established communities and brutal persecutions, German Jews were able to reestablish their lost heritage within post-war Germany. d. International Relations of Germany during World War II On the other hand, Germany had suffered tremendous notoriety impression worldwide due to the inhumane campaigns brought by Nazi and its leader- Hitler. After the incident of Krisallnacht in November 9, 1938, the United States was immediately alarmed by the chaos caused by the pre-warring activities of Germany. According to the German ambassador in Washington, Hans Dickhoff, American people at that time were indeed incensed against Germany without any single exception (Slater and Slater 194). November 23 of 1938, few days after the Krisallnacht incident, New York protestors conducted a massive demonstration protesting on the massive violence brought by Germany to the Jews. Activities of the Joint Boycott Council were then followed up by Chicago’s protests that led to the burning of the German flag (Slater and Slater 194). During the post-war era, German citizens initially did not acknowledge their committed crimes against the community of Jews. The ideology of anti-Semitism continued from 1946 to 1948 until the election of Konrad Adenauer – the first chancellor of the newly formed Federal Republic (Wyman and Rosenzveig 401). With the leading of Adenauer, policies and regulations were passed to ensure the protection of Jews from possible German persecution, especially from those still in-lines with the anti-Semitic ideology. According to Wyman and Rosenzveig (1996), Denazification began with the Nuremberg tribunal established on November 20, 1945, which was presided by the Allied victors (404). Denazification was initiated by German society with the help of United States, which aimed at fostering the restitution process between the citizens of Germany and the crimes they had committed against the Jewish community. ). III. Conclusion In conclusion, German Jews had indeed suffered their tremendous faith from the hands of the Nazis and Hitler’s direction from 1933 up to 1945 post-war. The persecution against German Jews was due to their increasing participation within the German society, and the extensive riches and powers possessed by this Jewish denomination. With the rise of Nazi in 1933, German Jews became the initial targets of Hitler and his campaigns in order to prevent any establishment of organization oriented against his campaigns. Persecution against German Jews and all other Jewish denominations continued more tolerable Nazi strategies (e. g. massive boycott, vandalism, decline of social rights, etc. ) up to aggressive activities (e. g. murder, decline of Jewish major rights, etc. ). In 1938, German Jewish was emigrated from Germany to Poland, Russia and other nearby European nations. The program of German Jews emigration was facilitated by Reinhard Heydrich and Hermann Wilhelm Goring. However, during the eruption of war in September 1939, emigration of Jews was stopped and, instead of being illegally smuggled into Palestinian countries, German Jews were brought to concentration camps to participate in the extermination activities of German Nazis. After the war, German Jews and other Jewish denominations were reduced to a very small population. Allied forces and United Nations helped in the reestablishment of Jewish community within the German estates by suspending the discriminative legislations approved during the Nazi era. Currently, the population German Jews living in Germany is considered the third largest Jewish denomination existing across the European countries. IV. References Bankier, David. Probing the Depths of German Antisemitism: German Society and the Persecution of the Jews, 1933-1941. Germany, London: Berghahn Books, 2000. Cesarani, David, and Sarah Kavanaugh. Holocaust: Critical Concepts in Historical Studies. New York, London: Routledge, 2004.

Long Span Roof Construction

Long Span Roof Construction 1.0 INTRODUCTION A roof, which is the one of the most essential parts of a building, is the covering on the uppermost part of the building that protects the building and its contents from the effects of weather i.e. rainfall, heat, sunlight, cold and wind depending on the nature and intended design of the building (Wiki n.d; Foster and Greeno 2007). The span of a roof is a major consideration amongst other factors including functional requirements and considerations of speed and economy of erection. This can be classified in relative terms as short (up to 7.5m), medium (7.5 m 25m) and long-span (over 25m) according to (Foster and Greeno 2007). The focus of this report will be on long-span roof structures. The idea of utilizing long-span roofing systems in structures was probably developed based on a need to satisfy aesthetical as well as functional requirements of particular buildings such that a balance is reached. Buttressed by Indianetzone Constructions (n.d) opinion, a span is considered to be long-span when as a consequence of its size; technical considerations are placed so high on the list of architectural priorities such that they significantly affect the aesthetic treatment of the building. Long-span buildings create unobstructed, column-free spaces greater than 30 metres (100 feet) for a variety of functions. These include activities where visibility is important for large audiences (auditoriums and stadia), where flexibility is important (exhibition halls and certain types of manufacturing facility) and places where movable objects are housed (Indianetzone Construction n.d). Pushing the boundaries of long span structures has always been a field of interest to the public as well as to professional engineers. Of course lightweight and long-span are relative terms and greatly influenced by the materials used and the technology of the times. Westminster Hall was a huge feat of engineering in the 14th century and in the 19th century; St Pancras station roof was the largest span in the UK for many years. These spans seem very modest now with roofs spanning 200 or 300 m and bridges reaching several kilometers!'(Liddell 2007). An example of a novel long-span roof designed by the architect Edward Durell Stone in the 1950s based on the steel cables used in suspension bridges was the U.S. Pavilion at the 1958 Brussels Worlds Fair (Encyclopà ¦dia Britannica 2010). 2.0 FUNCTIONAL REQUIREMENTS OF ROOFING SYSTEMS It is known that a roof primarily provides a covering over an enclosure, protecting it from the external environmental influence and action by wind, sunlight, snow, temperature, rainfall and other harsh climatic effects. In order to adequately support the actions of these natural disturbances imposed on it by the prevailing environmental conditions including the likely futuristic effect of climate change, the roof has to be efficiently designed to satisfy certain functional requirements as outlined in the work by (Foster and Greeno 2007; Harrison et al. 2009). These include the following: Strength and stability, which is vital to the performance of the structure as a whole. Weather resistance including prevention and discharge of rain, snow and condensation. Thermal resistance involving regulating internal environments by solar heat loss balance, air temperatures, energy conservation and ventilation. Fire resistance including fire safety measures and/or precautions to keep distribution of fire from source at a minimum and provision of adequate lighting. Sound insulation involving maintaining adequate noise levels. 2.1 Strength and stability The roof system functions to provide a great deal of structural rigidity and stiffness in buildings and other areas where they may be applied. A simple case is the tying effect the roof gives to simple buildings with short clear spans where the roof tends to hold the load-bearing walls together such that they do not tear apart. The situation is seemingly different and more difficult to handle when the area of space to be covered by the roof increases in dimensions. According to (Foster and Greeno 2007), the main factor affecting the selection of materials employed in the design of a particular roof system chosen from a wide range of roof types is the span. Principles of modern building (1961) as cited in Harrison et al. (2009) states that there are three basic structural systems that can be used over an opening: the chain, the arch and the beam, of which the chain is the best form for supporting loads over long spans. According to them, roofs can be made out of secondary systems derived by a careful mix of these three basic systems. However, every roof needs to be sufficiently strong to carry the self-weight of the structure together with the intermittent loads for example those due to environmental effect (e.g snow or wind) or maintenance and it must do this without undue distortion or damage to the building, whether perceptible or imperceptible to its occupants. (Harrison et al. 2009). These expectations are codified in provisions contained in various national building regulations including the Building Regulations 2000 as cited in the work by (Harrison et al. 2009), which is specifically for application in England and Wales. A cursory look at the history of roof performance in existing buildings (Harrison et al. 2009) dating back to the eighteenth century, considering the effect of loading reveals that prehistoric dwellings recorded a relatively low performance with respect to the overall loading compared to more recent roof systems (Table 1). This is probably due to advancement in research and technology in this area. Data from a national house condition survey conducted in England as cited by (Harrison et al. 2009) in Tables 2 and 3 respectively shows details of structural problems recorded in dwellings more than a decade before 2006 and within the year 2006. All over the world, engineers and builders are constantly faced with the challenge of establishing cost-effective, adaptable solutions in the design of roof systems to support the loads that come on them. The aim is to seek and find the optimum, economically-feasible method of transferring loads on the roofs to the supporting super-structure beneath over spans of variable magnitudes (Foster and Greeno 2007). They further argue that, in order to make huge cost savings in materials utilized in the design and construction of the roof, a balance has to be reached such that there is an overall reduction in the total dead load to be carried by the roof, which will result in a situation where light weight materials carry majorly imposed loads over great spans. With the reduction in the total load to be carried by the roof, materials are saved and smaller, lighter sections can be used to support loads over long spans. This however, will have significant implications on the serviceability req uirements of deflection, which must be checked during design of the roof structure. As a corollary to this weight effect, (Foster and Greeno 2007) pointed out that one of the inherent structural difficulties in the design of long-span roof structures is reducing the dead/live load ratio, expressed as load per square metre of area covered by the roof, to a safe level thereby improving the efficiency of maximum load carried. Following their argument, increase in spans of roof systems generally result in significant increase in the dead weight of the roof which will lead to a corresponding increase in the ratio and an overall decrease in the efficiency loads carried by the structure. However, these problems can be solved by keeping two key factors as discussed by (Foster and Greeno 2007) in mind when making choice of materials to be employed in the design: the characteristics of the material to be used including the strength, stiffness and weight and the form or shape of the roof. They argued that if the strength is high, smaller volume of material is required to carry loads; also if the stiffness is high the depth of section required will be small as the material will deform under small impact loads; finally, a lightweight material will result in an overall reduction in the weight of the structure. These factors, if carefully considered in the selection of materials will help to develop the most efficient load carrying system where the dead/live load ratio is reduced to a minimum. Another important action apart from effects of weight which is critical in the design of roof structures is wind effect. Gales, extremely strong winds, pose adverse effects on buildings especially roofs in the UK (Harrison et al. 2009). Records by them show that since the wake of the early 90s up till now, about 1.1million houses have affected adversely by gales. This resulted in marked modifications in the codes of practice to give a more robust code BS 6399 Part 2 as cited in (Harrison et al. 2009) for wind load calculations on roof, which takes into consideration various building parameters necessary for a good design unlike the previous publications. The application of the code in the design of roof ensure that certain factors like velocity of wind, height of building ground level, locality of the building, altitude, gust, wind direction and seasonal factors (Foster and Greeno 2007; Harrison et al. 2009). There is some evidence (Foster and Greeno 2007) that wind pressure and suc tion has a harmful effect on roofs supported by buildings especially on the windward end where its effect is greatly felt. As such, for lightweight roofs particularly ones with distinct overhangs, the uplift is extremely undesirable and should be designed with careful consideration given to the joints and connections to the ties, walls and columns as the case may be to prevent the roof from being thrown off (Foster and Greeno 2007). 2.2 Weather resistance As may be given in the provisions of the Building Regulations (2000) document H3 for England and Wales as cited in Harrison et al. (2009), a roof should be adequately designed to perform such that there is zero-tolerance on seepage of rainfall, snow and/or any form of moisture into buildings. In order to achieve this, Harrison et al. (2009) suggests that drainage systems (gutters) with adequate drain capacities be installed in line with the provisions of the building regulations above by considering factors such as: the rainfall intensities (litres/sec/m2), the orientation of the roof and the effective drained surface area. Furthermore, they stressed that the orientation of the gutters should be such that it slopes to the closest drain outlet to prevent excessive loading of the structure in the event of an overspill. They recommend that in cases where overspills are expected, adequate provisions should be made for the design of the drain in accordance with the performance requirement s as stated in BS EN12056-3 and design guidance including testing, maintenance and commissioning in BS 8490 both cited in (Harrison et al. 2009). 2.3 Thermal resistance Thermal resistance of a roof, which could also be expressed as thermal insulation is a key consideration made in the design of roof so as to strike a perfect balance between prevention of heat loss and removal of excessive undesirable heat from dwellings when necessary. Thermal performance of any roof is an important requirement for the design of roof against thermal effects (Harrison et al. 2009). These requirements as encapsulated in the new Approved Document (AD) L as cited in (Harrison et al. 2009) are to be adopted in a more flexible way in a bid to conserving energy, promoting more energy-efficient buildings and roofs as well as reaching carbon emission targets as stipulated in the relevant standards. This, as stipulated by (Harrison et al. 2009) can be maintained by installation of roof lights and roof windows. For the case of solar radiation on roofs (Harrison et al. 2009) has suggested that the roof materials should be ones with reflective surfaces such that in periods of su mmer where the intensity of the sun radiation on the earth is greater consequent upon the effect of global warming, there is an overall reduction in heat absorption transmitted to the interior parts of the building. 2.4 Fire resistance The major safety requirement for roofs is to reach an optimum performance that fire attack will not immediately bring down the roof and will not affect all other parts as in a domino effect (Harrison et al. 2009). The requirement for dealing with roof fires as cited by (Harrison et al. 2009) is covered by test methods in BS 476-3. This test procedure determines the fire performance in roofs by effects of penetration and spread of flame which is denoted by two letters. In order to prevent fire, (Harrison et al. 2009) have stipulated quick guidance for fire protection including cavity barriers, smoke detectors, sprinklers and smoke extraction systems, which help to maintain an acceptable level of fire safety. 2.5 Sound insulation Unwanted sound, which could be termed as noise can be undesirable to dwellers especially when it emanates from an external source. Sound level which is described on a logarithmic scale in decibels (dB) vary in loudness, frequency and time (Harrison et al. 2009). They opined that noise could arise from various weather generated sources like rain, snow, sun, wind or hail. However, they pointed out that these effects can be controlled by applying some general noise reduction principles like coating the underside of the roof with a thicker layer of a weaker material, damping and introduction of PTFE washers between joints. 3.0 DESIGN CONSIDERATIONS/GUIDE ROOF ONSTRUCTION/ERECTION (Griffis 2004) highlights some of the factors which should be taken into account in the design and construction of long-span roofs. He equally outlined strategies, knowledge of which in addition to a pretty good understanding of the structural behaviour of long span structures and careful implementation, will reduce the incidence of collapse of long span structures as well as eliminate some of the concomitant problems of erection of long span structures. These strategies are presented below: Major project personnel and their roles and responsibilities should be identified at the start of the project in order to determine the correct chain of command and reporting hierarchy This will ensure that proper project management procedures are applied to prevent friction amongst parties concerned, eliminate budget overruns and ensure that project delivery timelines are met. It is advisable to involve the fabricator/erector team at the start of the project This will not only be beneficial to the project cost and time schedules but also enable the team adequately familiarize themselves with certain construction requirements, specifications and details which have been prepared in line with the codes of practice at design stage. These include, but are not limited to agreement on the grade of steel, connection type, bolt size and grade, welding procedures and processes, erection sequence and method, paint type and construction deviation allowances. Huge overall cost savings can be made on the structure from materials used in the construction e.g steel by employing high strength steel of the best quality such that light weight materials are used. Adequate environmental studies should be conducted and results of these should be employed in the estimation of the wind and snow load on the structure. Accuracy of load estimation has a long-term saving effect in cost of the structure. Whether using reinforced concrete or purely steel work, struts and truss chord of the roof structure should be framed in order to produce light weight structures. It is never advisable to use movement joints in roof structure because of the inherent difficulties it brings along. Allowance should always be made in the initial design of the roof system to take into cognizance additional dead loads which may arise from replacement of roof cladding and other materials in the future. Careful thought should be given to factors such as material shrinkage, support settlements and temperature effect including erection processes when making initial designs and construction planning procedures. So long as the architectural shape and line of vision of the roof structure is not impaired, much attention should not be paid to deflections and camber effects of long span roofs. Careful treatment should be given to diaphragm stresses, choice of diaphragm bracing of structural members and diaphragm attachment, which are important for resisting lateral effects of wind and seismic loads by reaching a decision on the system to use based on considerations of economy and risk. Bolted field connections on shop-welded/built steel members are always the best and should be employed in the construction of long span roof systems. This is good practice which can reduce delays and downtime in construction leading to timely completion of project. In as much as the designer needs to start communicating with the fabricator early enough to incorporate shop practices to support design calculations, he should never allow the fabricator to take on his primary responsibility of designing the roof system. This may result in conflicts on site. For simplicity of design/details and avoidance of confusion on site, steel sections should be selected such that one size fits all! This will reduce overall cost of materials and facilitate fabrication. Where possible a detailed documented erection method should be outlined to ensure clarity to all parties concerned and uniformity of installation procedure. The structural engineer should bear in mind that any structure designed should be analyzed and that built should be designed. Also he must ensure that careful supervision of the erection process on site is carried out properly to confirm that results of the design are reflected on site. 4.0 PROBLEMS WITH LONG SPAN ERECTION/CONSTRUCTION. The design of long span structures for erection with constructability in mind often poses challenges on the designers which are related to both technological and aesthetical aspects (Kawaguchi 1991). Some of the key questions a designer should find answers to in order to overcome these challenges as outlined by Ruby (2007) are: What is the loading trajectory for the structural system to be developed? How can the productive use of the structural members in terms of span, size, quantity of shop pieces and constructability be optimized? How can the bracing system determined from a structural perspective be efficiently incorporated into the initial architectural layout? How can shop fabrication be efficiently utilized to reduce haulage cost, if it will be shipped and not field-built? What will be most effective construction flow order? At what strategic locations would ephemeral bracings be placed while construction and erection is still in progress? How will the determined construction flow order be applied to minimize the use of temporary props for truss during erection? All these questions, carefully evaluated will guide the designer in preparing functional designs which can easily be integrated in the construction and erection process to achieve the best results at reduced overall costs with prompt project delivery. A look at the typical problems associated with long span roof construction will be presented below using a case study of a large single storey building with long span roof as presented by Khup (2009). 4.1 Description of the entire structure This case study illustrates the construction of a large single-storey, long-span industrial building with external dimensions 200m x 60m. The 10.8m high roof which is sustained by rc beams and columns is a 59m span structure with 29 individual steel components at 10.8m maximum height. Main members were double angle steel sections connected back to back. 4.2 Erection of the truss The truss as shown in Figure 4 below was erected by lifting truss units, 3 at a time, to the required height starting from the centre of the building and effectively supporting adjacent truss units against each other while providing temporary shoring towers for props at the bottom chords of the truss assembly. 4.3 Analysis of the failure Shortly after the first two trusses were erected, they failed and all came down Figure 5 shows the details. The immediate cause of the catastrophic collapse of the slender truss was the removal of the temporary shoring towers soon after installation of the truss in position. Some of the remote causes include: commencing installation at the centre of the building rather than at the firm gable end wall, omission of a number of tie beams and purlins close to the shoring towers in order to create allowance for the great lift, non-utilization of temporary diagonal bracings to provide sufficient lateral support and torsional rigidity considering the slender nature of the truss, no continuity in the web angle cleats at the knee-joint support due to obstruction from the holding-down bolts at that point which made the support behave as a pin-joint, eccentric loading and non-uniform distribution of stresses and forces at the joints due to the irregular order of construction, angle cleats which connects the purlins to the truss as well as all key truss members were not provided as a continuous strip along the its length to hold the double angles in position and omission of a diagonal strut which made the truss collapse/fail in flexure. 4.3 Lessons learned Khup (2009) has drawn out learning points for further action which could be noted for correction and application in future jobs. These are: The effect of overall dimensions and section properties of the truss must be considered when dealing with trusses to avoid issues linked with torsion and lateral Adequate site monitoring and effective supervision should be the ultimate responsibility of the engineer as has been highlighted as one of the design considerations given earlier in this report by (Griffis 2004) to ensure erection is done to design specification. Members with slender forms e.g. purlins with angle sections should be properly battened along its entire length to provide sufficient stiffness and braced for lateral stability. Temporary props, if used for erection of the truss should be supported on relatively rigid members like concrete cores within the building frame. All shoring towers should be designed against accidental lateral or gravity loads that may occur during erection of the truss. Details of connections at joints should be clearly provided such that there are no eccentric moments arising from induced forces as result of misinterpretation of details by the fabricators. 5.0 DESIGN GUIDANCE FOR LONG-SPAN ROOF SYSTEMS 5.1 Structural design rules For the design of roof systems, The Corus (2010) has recommended BS 5950-6 (1995) for full design rules and test procedures used by various manufacturers of roof systems, the basis on which the respective load/span tables are generated. The design rules for metal roof cladding systems have not yet been included in the Eurocode 3 published earlier in the year, April, 2010. As a guide for assisting engineers and practitioners especially in the UK to make quick, approximate designs for their roof systems, reference can be made to BS5950-6 (1995) as cited in (Corus 2010). 5.2 Loading limits Designs will be done normally based on the flexural strength at ultimate limit states and deflection will be checked to ensure that it is satisfactory at serviceability states by applying the appropriate serviceability loads such that the roof system performs satisfactorily and fulfils its intended purpose without collapse during its entire design life (Corus 2010) 5.3 Serviceability and deflection limits (Corus 2010) advices that significant distortions or deflections in the structure is absolutely undesirable and must be checked at design stage in order to prevent complications such as: Poor drainage systems and ponding in specific locations Damage to sealants at overlap sections of the roof system Excessive strains at regions of overlaps or other interconnected parts such as interior coverings General external deformations or distortion in the regular shape or profile of the roof systems. Corus (2010) has specified, according to the code BS 5950 Part6 (1995), the permissible values of deflection for satisfying the serviceability limits as shown in the Table 4 below. A limiting value of L/200 is however recommended for use where L is the span which is a function of the span of the structure as will be obtained from the load/span tables used by the respective manufacturer of the particular roof system employed in construction. 5.4 Ultimate limit states At ultimate limit states, the critical load or the worst load case is used to determine the design value of load at failure where the material yield or the structure collapses. Corus (2010) has specified two likely modes of failure: tensile fracture and compressive buckling, concluding that the probability of the former occurring is close to zero while the latter is prevalent in web-strengthened flanges subjected to high compressive stress levels leading to buckling at yield. This must be taken into account when carrying out design calculations. For shear, Corus (2010) documented that shear failure is improbable for small sections of long span members but could be present in deeper sections especially when used over short spans. This can be controlled by use of web stiffeners. 5.5 Roof load calculations 5.5.1 Concentrated imposed load Though relevant software packages are now available for calculation of these loads, Corus (2010) has specified quick guidance for calculating loads from human activities in line with provisions of BS 6399-3 as cited in (Corus 2010): Roof with access (for maintenance purposes only) greater of 0.9kN or effective snow load Roof load for all purpose access greater of 1.8kN or the effective snow load. 5.5.2 Dead load Load due to the self weight of the entire roof system which acts downwards like a gravity load. 5.5.3 Uniform imposed load This relates to snow loading which is extremely difficult to calculate due to the variability of meteorological data. Corus (2010) suggests that extra concern should be given to estimation of this load especially for application at altitudes greater than 500m. As cited in (Corus 2010), BS 6399-3 (1988) is the recommended code for calculating uniform imposed loading on roof systems. 5.5.4 Wind load Wind force has two momentous effects: the positive lateral imposed wind pressure acting on the walls and the negative vertical suction pressure acting majorly on the roof (Foster and Greeno 2007). Roof system as such must be designed against these effects. BS 6399-2(1997 or 2002 latest version) as cited in (Corus 2010) is the recommended code for calculating these loads. 5.6 Design loads Corus (2010) has summarized a quick reference in Table 5 for determining design loads to be applied to buildings by confirming the relevant load case and calculating the design load using the worst loading situation: Loading combination/situation Load case Wind load (imposed or suction) Snow load (uniformly distributed or redistributed) Uniformly distributed load (kN/m2) Concentrated load (kN) Roof with access Determined from BS 6399 Part 2 Determined from BS 6399 Part3 1.5 1.8 Roof without access Determined from BS 6399 Part 2 Determined from BS 6399 Part3 0.6 0.9 Walls Determined from BS 6399 Part 2

The Electron Transport Chain

The Electron Transport Chain In the electron transport chain, electrons flow downward in energy from coenzyme NADH and flavoprotein FADH2 to the terminal electron acceptor, molecular oxygen, O2. Electrons move spontaneously from carriers of lower reduction potential (Eo) to carriers of higher reduction potential. Molecules involved in the ETC have reduction potentials between the values for NAD+/NADH couples and oxygen/H2O couples. Energy extracted from the transfer of electrons is most efficiently conserved when it is released in a step wise fashion, and is accomplished with four distinct protein complexes in the mitochondrial membrane: Complex I = NADH-coenzyme Q reductase (NADH dedhydrogenase) Complex II = succinate-conenzyme Q reductase (succinate dehydrogenase) Complex III = coenzyme Q-cytochrome c reductase Complex IV = cytochrome c oxidase Complex I oxidizes NADH and reduces coenzyme Q (UQ), transferring a pair of electrons from NADH to UQ. The oxidation of one NADH and reduction of UQ results in a net transport of protons from the matrix side to the intermembrane space. Complex II oxidizes succinate and reduces UQ, yielding a net reduction potential of +0.029 V, which does not contribute to the transport of protons across the inner mitochondrial membrane. Complex III facilitates the transfer of electrons from UQ to cytochrome c (cyto c) via the Q cycle, which oxidizes UQH2 and reduces cyto c, releasing four protons into the intermembrane space for every two electrons that pass through the Q cycle. Complex IV accepts electrons from cyto c and reduces oxygen to form H2O, driving proton transport across the inner mitochondrial membrane into the intermembrance space. For every four electrons used to reduce oxygen, four protons are released into the intermembrance space. Components of the ETC are arranged in line with the flow of electrons from donors with lower affinity for electrons toward acceptors with higher affinity for electrons. Affinity for electrons is measured by the reduction potential. The transfer of electrons does not occur in a simple linear sequence. Electrons can enter the ETC at different entry points, either through Complex I or Complex II, and then the pathways converge at Complex III. As Fig. 1 shows, electrons move from more negative to more positive reduction potentials on the energy scale. Table 13-7 presents the following reduction potentials for reactions that occur in the ETC: NAD+ + 2H+ 2e- Æ’Â   NADH + H+ ΔEo = -0.320 V FAD + 2H+ +2e- Æ’Â   FADH2 ΔEo = -0.219 V Fumarate + 2H+ + 2e- Æ’Â   Succinate ΔEo = +0.031 V Q + 2H+ + 2e- Æ’Â   QH2 ΔEo = +0.045 V cyt c1(Fe3+) + e- Æ’Â   cyt c1(Fe2+) ΔEo = +0.220 V cyt c(Fe3+) + e- Æ’Â   cyt c(Fe2+) ΔEo = +0.254 V Â ½ O2 + 2H+ + 2e- Æ’Â   H2O ΔEo = +0.816 V As mentioned, molecules involved in the ETC have reduction potentials between the values for NAD+/NADH couples and oxygen/H2O couples. Electrons move from more negative to more positive reductions potentials in the following order: NADH Æ’Â   Q Æ’Â   cytochrome c1 Æ’Â   cytochrome c Æ’Â   O2 Reactions that have positive reduction potentials have negative free energy and are energetically favorable. Complex III has a more positive reduction potential than Complex I and II, and Complex IV has a more positive reduction potential than Complex III. The reduction potential for each complex can be estimated with the half reactions and reduction potentials provided in Table 13-7. Below are the net equations for each complex: Complex I NADH + 5H+N + Q ↔ NAD+ + QH2 + 4H+P Complex II Succinate + Q ↔ fumarate + QH2 Complex III QH2 + 2 cyt c1 + 2H+N ↔ Q + 2 cyt c1 + 4 H+P Complex IV 4 cyt c + 8 H+N + O2 ↔ 4 cyt c + 4 H+P + 2 H2O For example: Complex I NADH + 5H+N + Q ↔ NAD+ + QH2 + 4H+P NAD+ + 2H+ 2e- Æ’Â   NADH + H+ ΔEo = -0.320 V Q + 2H+ + 2e- Æ’Â   QH2 ΔEo = +0.045 V ΔEo = Eoacceptor Eodonor ΔEo = 0.045 (-0.320) = +0.365 V Complex III QH2 + 2 cyt c1 + 2H+N ↔ Q + 2 cyt c1 + 4 H+P Q + 2H+ + 2e- Æ’Â   QH2 ΔEo = +0.045 V cyt c1(Fe3+) + e- Æ’Â   cyt c1(Fe2+) ΔEo = +0.220 V ΔEo = [2 x 0.220] 0.045 = +0.395 V The reduction potential for Complex III is greater than that of Complex I, correlating to flow of electrons in the ETC. Electrons move from more negative to more positive reductions potentials. In addition, both overall reactions for NADH/FADH2 to O2 are positive values, another indication that electrons moving from Complex I/II to Complex IV is energetically favorable. The calculations are provided below. This is the overall reaction for electrons that travel from NADH to O2 NADH + H+ + Â ½ O2 Æ’Â   NAD+ + H2O NAD+ + 2H+ 2e- Æ’Â   NADH + H+ ΔEo = -0.320 V Â ½ O2 + 2H+ + 2e- Æ’Â   H2O ΔEo = + 0.816 V ΔEo = 0.816 (-0.320) = +1.136 V This is the overall reaction for electrons that travel from FADH2 to O2 FADH2 + Â ½ O2 Æ’Â   FAD + H2O FAD + 2H+ +2e- Æ’Â   FADH2 ΔEo = 0.219 V Â ½ O2 + 2H+ + 2e- Æ’Â   H2O ΔEo = + 0.816 V ΔEo = 0.816 (-0.219) = +1.035 V As a result of the ETC, the net reaction for the transfer of two electrons from NADH through the respiratory chain to molecular oxygen is highly exergonic (positive reduction potentials and negative free energy). For each pair of electrons transferred to O2, four protons are pumped out of the matrix into the intermembrane space by Complex I, four by Complex III and two by Complex IV, producing a proton gradient that drives ATP synthesis (Fig.2).

American Conservatism Essay -- Politics United States History

American Conservatism Beginning with Nixon and continuing with Reagan after the radical changes of American culture in the sixties and seventies, Americans would begin to shift towards more conservative ideas unsure of the rapid radical change. In the 1994 mid term elections, the American people would elect a congress of mostly conservatives for the first time in nearly 50 years. At the core of this success would be the Contract with America. A set of promises and goals devised by conservative congressional representative Newt Gingrich. In 2000 the Republicans (modern conservative party) would retain the Congress and capture the White House. Conservatism has been a leading political ideology since the inception of the United States to recent Presidential and Congressional elections. Over the last 230 years, conservative ideas in America would evolve to become a distinct brand of conservatism. The first conservative party in the newly formed United States of America was the Federalist. The Federalist were made up of several of the founding fathers including John Adams and Alexander Hamilton. John Adams a "Massachusetts lawyer spent the greater part of his life declaring, with perfect indifference to popularity, that freedom can be achieved and retained by sober men who take humanity as it is, not as humanity should be" is often cited as the founder of conservatism in an America (Kirk 71). They favored a strong central government that would protect the rights of property owners. They also favored little radical change after the Revolutionary War and retained a sense of social class apparent in the British Government. These parties tended to be supported by the businessmen of the time and those residing in smaller states. ... ...ervative tenets. This is a draw back of the two party system in which compromise must be made in order to form a viable political party. In that case, one may say the Republicans have been successful, yet they have only been so at the cost of their conservative ideology. Although it is also viable to say that since the Republican Party is the only major outlet for conservatism, conservatism has been relatively successful. The Republican Party will continue to evolve but will likely be the major source of conservatism in America for years to come. Hence as the Republican Party evolves American Conservatism will evolve. Works Cited Hauss, Charles. Comparative Politics: Domestic Responses to Global Challenges. Belmont, CA: Thomson Wadsworth, 2003. Kirk, Russell. The Conservative Mind: From Burke to Eliot. Washington, D.C: Regnery Publishing Inc, 2001.

Making Decisions Today For Health Care Tomorow Essay -- Medicine Paper

Making Decisions Today For Health Care Tomorow Today, 80-85% of Americans die in medical institutions. Of those, 70% require decisions about whether to apply, withhold, or withdraw medical treatment (Makar 58). Due to this ever increasing number, the right to die is one of the most popular and controversial topics in medicine today. The issue comes down to personal beliefs and ethics and the fact that there is so little clear-cut legislation on this topic confuses it even more. Advance Directives provide, in theory, for self-determination and put the patients mind at ease with the knowledge that they have decided for themselves the extent of health care that they wish to receive. Also, for the family, the process of watching their loved one suffer through unwanted medical treatment is eliminated. In practice, however, there are a lot of inconsistencies and legal barriers that place limits on their usefulness. Some would argue that there is a limit to the amount of self-determination a patient retains even with an advance directive. They would say that a part of self-determination is that the patient makes an active, mental decision about his/her health care, and that advance directives dont fulfill this requirement. Regardless, it is clear that it is better than having no voice whatsoever in the decision. Also, in regard to attitudes toward self-determination today, many people waive this right either because they dont know that they have a choice or because they feel that they dont have a right to question a doctor or make medical decisions themselves (report Abram et al. 49-50). Alan Lieberson, author of the Living Will Handbook, describes a progression that our society has taken that has led to the necessity of ad... ...1982. ---. Making Health Care Decisions (Report) Washington D.C.: U.S. Government Printing Office, 1983. Alexander Law Firm. Medicare and Advance Directives. U.S.. Government Printing Office, 1993. Available: http:/www.seamless.com/alexanderlaw. Arnitage, Matt. Opus Communications Health Wave. 1996. Available:http://www.opuscomm.com/nls/samples/balsample.html. Lieberson, Alan D. The Living Will Handbook: The right to decide your own fate. Mamaroneck, New York: Hastings House, 1992. Makar, Marjorie Conner, BSN. Consent and Right to Die. CME Resource Sacramento, CA: 1994. Peer Review Systems. Health Care Quality Improvement Program Advance Directives Final Report. December 1995. Available http://cme-1.med.ohio-state.edu/prs/adv-fnl.htm. Right to Life of Michigan. Living Wills and Durable Power of Attorney. Available:http://www.rtl.org/lwpda.htm.

Music in Education Essay

Music can affect the body in many health-promoting ways, which is the basis for a growing field known as music therapy. However, you can use music in your daily life and achieve many stress relief benefits on your own. One of the great benefits of music as a stress reliever is that it can be used while you conduct your regular activities so that it really doesn’t take time away from your busy schedule. Music provides a wonderful backdrop for your life so that you can find increased enjoyment from what you’re doing and also reduce stress from your day. Music still tells a story, we know just have many genres to satisfy the cultural and social tastes of our modern society. Hip Hop is a genre of music that has significantly grown the last couple of decades. Its increased popularity has brought it to the forefront of globalization. Technological advances have made it easy for Hip Hop to spread out globally. This occurrence of globalization is a key example that as our cultural borders are broken down by technology, our own cultural and social practices become fluid. Although there are many positive and negative comments about the globalization of Hip Hop, it is a reflection of the growing phenomenon occurring all over the world. Hip hop originated in the South Bronx of New York City in the 1970s. The term rap is often used synonymously with hip hop, but hip hop can also be described as an entire subculture (â€Å"Hip Hop†, 2004). The term Hip Hop is said to have come from a joke between Keith Cowboy, rapper with Grandmaster Flash and the Furious Five, and their friends (â€Å"Hip Hop†, 2004). Although Hip Hop was created on American soil, it’s influences are global. It can be said that Hip Hop might be a result of ethnic globalization. Hip Hop has roots in African, Caribbean, and Latino culture (â€Å"Hip Hop Globalization and Youth Culture†, 2005). Spoken word, which is still popular today is also an influence in Hip Hop music and culture. Spoken word is a style of poetry spoken in a rhythmic fashion. Hip Hop ranges from rap music, to B-boy dance. It was a platform to empower ethnic youth without violence. Hip Hop in the beginning was essentially still an underground subculture. It was popular with many ethnic communities but it was not popular in the mainstream music industry. This all changed with the band Blondie and their song â€Å"Rapture†. â€Å"Rapture† is one of the first rap song’s to reach the top of the charts in mainstream pop music. Although Blondie is a punk/rock band, they were the proper catalyst to give Hip Hop the mainstream attention it deserved. Hip Hop has changed since it’s birth in the 1970’s. Hip Hop is now apart of the mainstream music scene. It is not uncommon to see artist from different genres collaborating with Hip Hop artists. It is also not uncommon to see Hip Hop music and culture in movies, television shows, and commercials. In the past you would only see people from ethnic communities wearing Hip Hop clothing, now all races including Asian, Caucasian, etc have accepted the Hip Hop style. The subject matter has also changed. In the past Hip Hop lyrics focused on political and societal frustrations, now Hip Hop lyrics steer more toward provocative content. Hip Hop subject matter consists mostly of the aspirations of wealth, sex, drug use, and criminal activity. During the beginning years the age of the Hip Hop listener was wide spread. It ranged from teens to even adults in their 50’s. Although Hip Hop still has an adult audience, it is now more geared toward younger audiences. Younger listeners are more likely to purchase Hip Hop music and paraphernalia, than the older audience. Music has always been a great healer. In the Bible, we learn about how David played the harp to help ease his severe depression of King Saul. Music is a significant mood-changer and reliever of stress, working on many levels at once. Many experts suggest that it is the rhythm of the music or the beat that has the calming effect on us although we may not be very conscious about it. They point out that when we were a baby in our mother’s womb, we probably were influenced by the heartbeat of our mother. We respond to the soothing music at later stages in life, perhaps associating it with the safe, relaxing, protective environment provided by our mother. They say that math is the universal language, and while that may be true, music has traits to it that even the casual listener should but may not always recognize as universal, literally and figuratively. Moreover, music is beneficial to the musician’s and the listener’s health and well-being. Music is everywhere, and it can be made and enjoyed by anyone, any animal, and any living thing, in its own way. The universe itself has a sense of rhythm, melody and music. Everyday speech has a lilt that can be called some kind of music. In nature, without the white noise of civilization in the background, the sounds of the trees, the water, and the air can all be called music. And animals, birds in particular, have their own sense of melody in the sounds that they make and use to communicate with each other. Music comes in so many various forms that it reflects, in a way, the diversity of the languages spoken and written on the planet. Whether it be classical music, pop, gospel music, country music or whatever pleases the ear, there will always be a kind of music for everyone, and it can come in any language. They say that learning and listening to music makes one smarter. As studies show, music makes the musician use his mind in a way that develops and maintains good mental health. Music is an art and a science; anyone who learns any bit of musical theory will know that music has a particular structure, while still allowing for creative freedom. Reading music and playing an instrument causes the musician to use both sides of his brain at once – the mathematical side, and the artistic side. Learning to understand a staff of music and the symbols written on it is akin to learning a scientific or mathematical formula. Applying the formula to the instrument at hand takes plenty of practise to do well, but once it is learned, it does not easily fade away. Developing and maintaining musicality, on the other hand, is partly talent and partly practise, much like other art forms like drawing, dancing and singing. Music is a great well for emotions. The same art form that puts babies to sleep can release anger and sadness, encourage joy, and sooth stress. To the Romantics, music was the purest of art forms because it connects directly with emotions (The New Penguin Book of Romantic Poetry, 47), during a time period that produced composers that are still well known today. David wrote many psalms while he watched sheep. And even though he was not always a favourite of King Saul, David’s playing would comfort the king (1 Samuel 16). Music brings people together. It is understood that before modern technology, live music was a natural form of entertainment, and people were considered accomplished when they learned to play instruments. Music can create a good atmosphere and encourage a good mood that relaxes people whether they are actively listening to it or not. That is part of the reason why it is ideal for parties, weddings, funerals, and other such gatherings. Music is universal. It is calming, gentling, entertaining, inspiring and healthy. It helps maintain good mental health and a balanced emotional state. It is a gift from God that anyone can learn, appreciate and enjoy. Hip Hop proves to be the voice of the people that may not be able to speak for themselves in conventional ways. Globalization has allowed many people who would not have the means to speak up, to be able to take center stage. Many believe that globalization will be the end of individuality and creativity.

An Analysis of Kfc’s Marketing Mix

| | | | | | AN ANALYSIS OF KFCs MARKETING MIX MEMORANDUM OF TRANSMITTAL DATE:September 6, 2011 SUBJECT:AN ANALYSIS OF MARKETING MIX OF KFC Here is the report you requested on the marketing mix of KFC with special emphasis on the youth. The study included both primary and secondary research. The primary study focused on the students of GIM. From our analysis we conclude that no particular competitive strategy is guaranteed to achieve success at all times. The â€Å"four P’s† of marketing (product, price, place and promotion) provide a good starting point for consideration of the requirements of strategy implementation in the marketing function.The mix of these marketing elements should be appropriate and the plans for each of the elements should also be appropriate. Promotion is more than advertising. The location, size and nature of markets which the business strategy defines will guide promotion mix decisions and should indicate the content of promotional material as w ell. Pricing is a complex issue because it is related to cost, volume, tradeoffs etc. and because it is frequently used as a competitive weapon. ii TABLE OF CONTENTS MEMORANDUM OF TRANSMITTAL†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦ i EXECUTIVE SUMMARY †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦ iv AN ANALYSIS OF KFCs MARKETING MIX †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. 1 THE KFC STORY – HOW IT ALL BEGAN†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚ ¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. 2 KFC INDIA AND MARKETING MIX OF KFC†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦ 3RESEARCH METHOD†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. CONCLUSIONS †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. 11 RECOMMENDATIONS †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã ¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. 12 APPENDIX†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.. 13 REFERENCES†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.. †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. 14 iii EXECUTIVE SUMMARYPurposes of the report The main purpose of the report is to (1) Analyze the marketing mix of KFC and (2) perform a thorough market analysis by mainly targeting the youth through a consumer survey. The analysis incorporates â⠂¬â€œcompany analysis, competitor analysis, marketing mix analysis, corporate strategies and our recommendations. The data was collected from students in GIM and around 100 responses were collected in all. Main Marketing Strategy of KFC The main finding of the research was that there is no particular success strategy which can guarantee success of an organization.Every organization has to formulate its own strategy to be successful. The marketing strategy of McDonald’s is consumer oriented which is the reason for its success in India. Recommendations To become a more desirable employer McDonalds should aim to provide better working conditions, allow the existence of unions, and increase the number of training schemes. Also, McDonalds’ workforce has a high share of teenagers, although there is no requirement for employees to be of this age. iv AN ANALYSIS OF KFC’s MARKETING MIX1To analyze and study the marketing mix of KFC that it has used to establish its positi on in the Indian market today. The main purpose of this report is to understand the various marketing strategies applied by KFC to establish itself as a successful brand in the fast food industry. The analysis has been substantiated by collating information collected through online surveys. The report attempts to understand the positioning, segmenting and targeting methodologies used by KFC in order to acquire considerable market share.The report is significant in understanding the focus of the marketing strategies and the importance of a consumer oriented approach in the Indian scenario which is the primary reason for KFC’s success in the Indian market. The recommendations suggested by this report can be considered for improving the work environment of the various outlets. The scope of this report is limited to consumption preferences of the students in GIM. The KFC Story – How it All Began KFC Corporation (KFC), founded and also known as Kentucky Fried Chicken, is a chain of fast food restaurants based in Louisville, Kentucky, in the United States.KFC has been a brand and operating segment, termed a concept of Yum! Brands since 1997 when that company was spun off from PepsiCo as Tricon Global Restaurants Inc. KFC primarily sells chicken pieces, wraps, salads and sandwiches. While its primary focus is fried chicken, KFC also offers a line of grilled and roasted chicken products, side dishes and desserts. Outside North America, KFC offers beef based products such as hamburgers or kebabs, 2 pork based products such as ribs and other regional fare.The company was founded as Kentucky Fried Chicken by Colonel Harland Sanders in 1952, though the idea of KFC's fried chicken actually goes back to 1930. The company adopted the abbreviated form of its name in 1991. Starting in April 2007, the company began using its original name, Kentucky Fried Chicken, for its signage, packaging and advertisements in the U. S. as part of a new corporate re-branding prog ram; newer and remodeled restaurants will have the new logo and name while older stores will continue to use the 1980s signage.Additionally, Yum! continues to use the abbreviated name freely in its advertising. Born and raised in Henryville, Indiana, Sanders passed through several professions in his lifetime. Sanders first served his fried chicken in 1930 in the midst of the Great Depression at a gas station he owned in North Corbin, Kentucky. The dining area was named â€Å"Sanders Court & Cafe† and was so successful that in 1936 Kentucky Governor Ruby Laffoon granted Sanders the title of honorary Kentucky Colonel in recognition of his contribution to the state's cuisine.The following year Sanders expanded his restaurant to 142 seats, and added a motel he bought across the street. When Sanders prepared his chicken in his original restaurant in North Corbin, he prepared the chicken in an iron skillet, which took about 30 minutes to do, too long for a restaurant operation. In 1939, Sanders altered the cooking process for his fried chicken to use a pressure fryer, resulting in a greatly reduced cooking time comparable to that of deep frying. In 1940 Sanders devised what came to be known as his Original Recipe.The Sanders Court & Cafe generally served travelers, often those headed to Florida, so when the route planned in the 1950s for what would become Interstate 75 bypassed Corbin, he sold his properties and traveled the U. S. to sell his chicken to restaurant owners. The first to take him up on the offer was Pete Harman in South Salt Lake, Utah; together, they opened the first â€Å"Kentucky Fried Chicken† outlet in 1952. By the early 1960s, Kentucky Fried Chicken was sold in over 600 franchised outlets in both the United States and Canada. One of the longest-lived franchisees of the older Col.Sanders' chicken concept, as opposed to the KFC chain, was the Kenny Kings chain. The company owned many Northern Ohio diner-style restaurants, the last of which closed in 2004. 3 KFC India KFC is the world’s No. 1 Chicken QSR and has industry leading stature across many countries like UK, Australia, South Africa, China, USA, Malaysia and many more. KFC is the largest brand of Yum Restaurants, a company that owns other leading brands like Pizza Hut, Taco Bell, A;W and Long John Silver. Renowned worldwide for its finger licking good food, KFC offers its signature products in India too!KFC has introduced many offerings for its growing customer base in India while staying rooted in the taste legacy of Colonel Harland Sander’s secret recipe. Its signature dishes include the â€Å"crispy outside, juicy inside† Hot and Crispy Chicken, flavorful and juicy Original Recipe chicken, the spicy, juicy ; crunchy Zinger Burger, Toasted Twister, Chicken Bucket and a host of beverages and desserts. For the vegetarians in India, KFC also has great tasting vegetarian offerings that include the Veggie Burger, Veggie Snacker and Veg R ice meals.In India, KFC is growing rapidly and today has presence in 11 cities with close to 50 restaurants. 4 Marketing Mix of KFC – 4Ps of marketing Product Streetwise: Veg Snacker, Chicken Snacker, Snack Box, Rizo Rice, Rizo Gravy, Mini Krusher Snacks: Popcorn Chicken, Hit Wings, Boneless chicken strips Veggie Selection : Veg Snacker, Veg Zinger, Veg Strip with Salsa Toasted Wraps Burger: Veg Zinger, Chicken Zinger, Tower Zinger Box Meal Chicken Delight : Fiery Grilled, Hot and Crispy, Original Recipe Bucket Chicken Signature sides: Corn on the cob,  Coleslaw, FriesKrusher: Frappe, Iced Mochaccino, Iced Kappucino Desserts: Soft wirl, Choamor, Brownie Sundae Price KFC follows both optional  pricing  and mixed  bundling  pricing. A consumer can buy dishes from the basic menu and go for add-ons (Optional pricing) and there are combo offers which comprise a mix of items. The pricing of products ranges approximately from 25 Rs. to ~675 Rs. KFC has variety of options i n each category, For e. g. : In Bucket, there are menus with 8pcs, 12pcs and also 12pcs variety bucket(Hot ; Crispy Original Recipe and Chicken Strips). PlaceKFC initially opened its outlets in metros and Tier I cities, now it has gradually moved to Tier II cities where the buying power is one the rise due to rapid urbanization. KFC has its outlets in all major cities and has overtaken Pizza Hut in Quick service restaurants. By the year 2015, KFC is expected to have 500 outlets in India. Promotion KFC does promotional activities by offering add-ons to the existing menu, gift coupons, T-shirts, Kids meal etc. KFC promotes its products through LCD displays kept inside its outlets which promotes their products and kindles desires among consumer.India being the country with largest youth population has favored the growth of KFC and it has become the fastest growing fast food chain in India pushing aside McDonalds’ and Pizza Hut. 5 Competitors Analysis KFC has been a leading fast- food outlet in the country. But it has a lot of competition and these are eating away into its market share. It has its traditional rivals like McDonald’s, Dominos, Pizza Hut and the firm encounters local challenges like Burger King, Smoking Joes. Burger King competes on the fact they serve jumbo burgers at a very competitive price and also use an approach to serve burgers quickly.In the current scenario with such competition only convenient and fast service is not sufficient to differentiate the firm. And for this differentiation a need to enrich the overall experience is required. This is done by providing the customers a holistic experience at the outlets. The outlets are no more only mere eating joints but are a place for recreation and are an important destination for family dinners. To stay in the competition it is essential to continuously keep reviving your product and its lifecycle. This should be done keeping in mind the customer requirements and the changing trends .The new Krushers which have been introduced in four different flavors is a technique to increase their product reach and thus customer satisfaction. 6 Research Methodology Objective of the research The main purpose of the report is to (1) Analyze the marketing mix of KFC and (2) perform a thorough market analysis by mainly targeting the youth through a consumer survey. Scope of the study The scope of the study is limited solely to about 100 students of GIM selected as a sample for the purpose of research. This may hence not be a total reflection of the whole population of KFC’s consumers. Sources of data Primary sources: The primary data was collected through questionnaires. They were filled using the scheduled method of data collection by the researcher. * Secondary sources: The secondary sources like the internet were used for collecting information regarding the sample and were also used for analysis. Limitations of the research The limitations of the research were as fol lows: 1) Lack of proper experience on the part of the researcher in conducting such studies in the past. 2) The time period for carrying out the research was short as a result of which many facts have been left unexplored. ) The area for study which is quite a large area to judge out the consumer preferences 4) Only 100 respondents have been chosen which is a small number to represent the whole of the population. 5) While collection of the data many consumers were unwilling to fill the questionnaire. 7 Survey Questionnaire Q. Which city do you belong to? * Kolkata – 10% * New Delhi – 20% * Pune – 15% * Mumbai – 18% * Others – 37% 8 Q. Which is your beloved KFC product? * Zinger Burger – 32% * Chicken Strips – 11% * Chicken Wings – 15% * Krusher – 18% * KFC original Recipe chicken – 24 %Q. Concerns faced at KFC Outlet? 9 * Long Queues – 19% * Congestion – 10% * Delay in service – 11% * No probl em – 28% * Others – 32% 10 Q. Is the range offered at KFC adequate? * Yes – 21% * No – 42% * Satisfactory – 37% 11 Q. Suggestions for Improvement? * Delivery on time – 17% * Product variety – 11% * Capaciousness – 28% * Prices – 12% * Offers and discount – 14% * Others – 18% Q. What is the first thing that comes to your mind when you think about KFC? 12 * Burger – 29% * Service – 5% * Value for money – 11% * Special KFC Chicken – 44% * Others – 11%Conclusion 13 * The competitive strategy be varied according to the dynamic customer demands and there is no guaranteed formula to achieve success at all times. * Various internal and external factors affect the risk attitudes of the industry. Thus the â€Å"four P’s† of marketing (product, price, place and promotion) provide a good starting point for consideration of the requirements of strategy implementation in t he marketing function. * A great deal of research is required to arrive at the right mix of these marketing elements. Market research forms the basis of marketing decisions catering to consumer needs and appropriate marketing are designed to meet those needs. The distribution system brings the product or service to the place where in can best fill customer needs. * The distribution channels can make a lot of difference between success and failure of a new product. Integration of distributors, wholesalers and retailers is extremely important. * Promotion and advertising form the core of marketing. The location, size and nature of markets is defined by the business strategy and that also guides the promotion mix as well as content of promotional material. 4 Recommendations * Menu diversification to accommodate more healthy foods could be regarded as necessary in the future. * Better working conditions and training schemes to ensure higher employee productivity. * The environmental pol icies need to be communicated to the public at large. * The key to KFC’s success will be a continuation of their product consistency, better location choices and improved retail business model execution, particularly with regard to the training of employees. * Also, they should work on the capacity of their joints. 15 References Bibliography KFC – Yum! Brands – Defining Global Company that Feeds the World. n. d. ). Retrieved from KFC – Yum! Brands – Defining Global Company that Feeds the World: www. yum. com/brands/kfc. asp Welcome to KFC. com. (n. d. ). Retrieved from Welcome to KFC. com: www. kfc. com Wikipedia. (n. d. ). Retrieved from Wikipedia: en. wikipedia. org/wiki/KFC http://www. kaizencoaching. com. au/articles/basics_marketing_PLC. htm. (n. d. ). Kotler, P. , Jha, M. , Lane, K. , ; Koshi, A. (2009). Marketing Management. Pearson Education. 14 Appendix Exhibits 1. KFC Menu in India SAMPLE QUESTIONAIRE: The online survey questionnaire can be viewed at the below mentioned link