Solar

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Major Issues Although there are numerous problems facing SDI and its leadership (short on capital, insufficient and inefficient production, poor marketing, etc.), these "symptoms" are a reflection of management's lack of business knowledge, engineering knowledge, and an overall lack of strategic direction.

Industry Definition For the purpose of this analysis, SDI is assumed to be in the bird feeder industry. More specifically, the company is in the strategic group that concentrates on high-end, squirrel resistant bird feeders.

Driving Forces (1) Increase in the number of bird watchers (growing market), () geographic influence bird watchers seem to be concentrating in certain areas, () Technological advancements in bird feeder design.

KSF's (1) Functionality (Resist squirrels/feed birds), () lawn appeal, () quality, (4) price also seems to be an issue.

SWOT Analysis of The Solar Feeder.

Strengths

1. Award-winning product innovation

. Aesthetically appealing product relative to its competition (lawn appeal)

. Very positive, enthusiastic organizational culture

Weaknesses

1. Lack of money

. Lack of management know-how and vision

. Production is inefficient resulting in long delivery delays and a product that is too expensive for the market.

Opportunities

1. There are investors with sufficient capital interested in investing in SDI.

. The market for birdwatchers is growing rapidly

. There are untapped distribution channels that could expose more potential customers

Threats

1. Demand of the product is seasonal.

. The industry has Low barriers to entry.

. There are a number of groups, including much of SDI's target market, that are sensitive to how animals (including squirrels) are treated.

Alternatives

1. Outsource SDI manufacturing

+ Increase the level of expertise in this vital function

+ Efficiency increase could lower cost of goods sold allowing price decrease

+ Free SDI management to concentrate on raising capital and marketing the product

Lose control of a vital function

Requires a great deal of coordination because of the tight technical tolerances

Possibility of technology being leaked once it is "out of house"

Requires capital that SDI does not presently possess

. License SDI technology to a more established company in the industry.

+ Plays to SDI's core competency (anti-squirrel technology)

+ Frees management from responsibilities for which they are obviously ill-prepared

+ They may actually MAKE money from their invention

Loss of control in all business decisions (depending on how the license is written up)

May be difficult to locate a suitable, interested partner

. Develop mission, vision, and strategic business plan.

+ Provides direction to a directionless organization

+ Satisfy potential investors' desire for business plan, thereby increasing capital available to finance business

+ Improve business knowledge of SDI manages

May not possess the expertise to do this without outside help

Time is of the essence and strategic planning takes time

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Causes of World War 1

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Europe in modern times has always been faced with the problem of war, and this war was bound to erupt sooner or later. Many events and countries have contributed to the outbreak which has now led to what authorities are calling "The First World War." No one has ever seen such brutality, such devastation.

The war which has broken out this summer of 114 is unlike any previous conflict. But its hard to believe that a war so big has only 5 main participants Britain, France, Russia, Germany and Austria - Hungary. European countries have failed to develop ways of settling their differences and living together in peace. The formation of rival alliances and the adoption of a policy of militarism have been the outcomes from the countries being driven apart by things such as nationalism and economic rivalry.

In the late 1th and early 0th century, two opposing alliances were formed in the most powerful nation of Europe. Conflict between them grew, ensuring that the conditions of war were present, a lot earlier than when soldiers went into action in 114.

After a victory in war against France in 1871, the German Empire was formed. The ruler of Germany from 1888, Kaiser Wilhelm II, was determined to turn his empire into a world power. In order to do so, he built up Germany's industry and its armed forces. In particular, a new navy was to be created by the Kaiser, which would rival Britain's fleet. Tension grew rapidly between the two nations as a result of this arms race.

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Germany joined Austria - Hungary and Italy in 188 to form the Triple Alliance which created three allies known as the Central Powers. They agrees to help each other in the event of enemy attack. The alliance's most powerful member was Germany, with Italy being the weakest and anxious to avoid a war as they had become a united kingdom and the Austro - Hungarian Empire was crumbling.

In the early 0th century, Britain was a great industrial nation with a worldwide empire, with the country's main protector being its strong navy, therefore the army was small and not compulsory. Britain kept a close eye on Germany's military build up to preserve its own position of power in nothern Europe.

After being defeated in the Franco - Prussian War, France lost provinces of Alsace and Lorraine to Germany, which was a great blow to national pride. The French vowed to win them back. In 104, Britain and France (with its Anti - German feelings) formed the Entente Cordiale.

From 184, the Russian Empire was ruled by Tsar Nicholas II, but its army was poorly equipped and they had no desire for war. They were compelled, however, to support the Serbs against Austria - Hungary.

107 came and another alliance was formed - The Russians, Britain and France formed the Triple Entente. This now meant that the Triple Alliance faced potential enemies to east and west. War now seamed likely... Germany believed it was inevitable.

Archduke Franz Ferinand was heir to the throne of Austria - Hungary and in June, 114, made an official visit to the city of Sarajevo in Bosnia - Herzegovina with his believed wife Sophie accompanying him. The events that took place that day finally plunged the world into a full scale world war.

Bosnia - Herzegovina had been an official part of the Austro - Hungarian Empire since 108. The Serbians and Slavs believed that their nation should be part of the neighboring Slav state of Serbia. Some people were prepared to use violence to gain independence from the Austro - Hungarian Empire - including members of a secret society known as the Black Hand.

As part of the Black hands campaign for independence they planned to assassinate the Archduke. Although 6 of the men failed, the 7th, a 10 year old, shot and killed both Franz Ferinand and his wife. Their deaths brought political crisis to Europe.

Austria - Hungary decided to take a firm stand against Serbia of whom they believed had supported this act of terrorism. The emperor of Austria - Hungary got the assurance that the Kaiser would come to their aid if war broke out and on rd July, he sent Serbia an ultimatum.

The ultimatum contained many demands. All organisations in Serbia that were plotting against Austria - Hungary were to be stopped. When Serbia replied on 5th July, it agreed to most of the demands and none were rejected outright.

However, this was too late. Austria - Hungary has already decided war was necessary. War was declared at 11.10am on 8th July 114.

The systems of alliances began to operate at once. At the present moment Germany is backing Austria - Hungary, although Italy is remaining neutral. Russia has sided with the Serbs and France is backing Russia, its partner in the Triple Entente.

We have a report from a young soldier fighting for Germany who managed to briefly talk to our reporters.. "When we set off for France this month, we expected an easy victory and a rapid return home. We were told the trip would be an "Excursion to Paris." But there is little to none truth in that. The world is in chaos and there is no one to point the finger at, no one to blame. If only it were that easy..." Anonymous

If only it were that easy... Everyone is to blame for this war, we only hope it won't take as long to end as it took to start.

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Titan-marketing strategies

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INTRODUCTION

Titan, a Tata group company entered the watch market in 187. Since then it has developed into one of the most recognized brands in India. In fact, in a recent survey conducted by A&M, Titan emerged as the top brand in the consumer durable segment.

Write a research paper on titan-marketing strategies

HMT, the undisputed leader of the wristwatch market before Titans entry completely neglected the quartz watch segment. Titan successfully filled this gap. Its wide range of designs, high profile advertising and distribution network helped it gain a substantial market share in a short span of time.

The Titan brand was essentially positioned as a premium brand. As a result the lower segment was left uncovered. After it entered into a joint venture with Timex, it made inroads into this segment too. Internationally, Timex is seen as a mid-priced quality watchmaker. Its association with Titan in India led to wrong segment targeting. Here, the middle and higher income groups were buying its watches. In 18, this association came to an end erasing Titans presence in the lower segment. Since then, it has launched the Sonata range of watches that is in direct competition with the Timex range.

Marketing Data

Market share

From its inception, Titan decided that it would be the shaper of the watch industry and not an adapter. They created competitive advantage through differentiation. They first concentrated on technological leadership. The Tatas took decisions they will manufacture only quartz (analog and digital) and not mechanicals, and they would set up state-of-the-art plant to manufacture watches in a wide variety of designs and prices. HMT and local players had always looked at the functional utility of the watch. Titan was first in India to introduce the 'style' concept. They projected the watch as a fashion accessory. They clearly identified that their main competitor was not HMT, but the gray market.

A firm differentiates itself from its competitors if it can be unique at something that is valuable to the buyer beyond simply offering low price. Differentiation allows a firm to command a premium price, to sell more of its products at the same price, or to gain equivalent benefits such as greater buyer loyalty. Differentiation leads to a superior performance if the price premium achieved exceeds any added costs of being unique.

At Titan the products were developed in such a way so as to enhance quality and features to increase buyer value. This was the perfect example of differentiation through technological leadership and product technological change.

In the initial years Titan chose to concentrate on the higher end of the market, which was responsive to the 'style' element of the watch. Also this segment of the market was relatively price inelastic. This was done so as to build the brand image of Titan as manufacturer of good quality stylish watches. Over the years the Titan brand and its signature tune Mozart's Fifth Symphony has become one of the most recognized in Indian consumer durable goods segment.

10s saw the liberalization of the Indian economy. There were two trends in the watch industry after liberalization, viz. the giant of the watch industry changed from HMT to Titan, and small manufacturers have gained strength in the market. Why did this happen? Mainly because times changed, but HMT did not. In fact when the other rivals were running a 100 metres, HMT was walking backwards. HMT lacked a clear market strategy or research. It failed to develop a good network of loyal and honest dealers. There was rampant corruption in the marketing division. HMT also failed to provide a basic feature that any products must always satisfy quality. In fact of all the watches that HMT sold in the market, 40% came back within months for repairs. About 7% of the watches were rejected at the dealers' level because of the manufacturing defects. Being a public sector undertaking, HMT had to dance to the tunes of the political bosses. It was overstaffed and grossly inefficient with 60% of the sales being expended as salaries. Last but not the least, though HMT had about 45% market share in the early 10s, its share in the high margin high growth quartz segment was a mere 18%. This led to a sudden and drastic decrease in HMT's total market share in mid-0s.

During this period, the unorganized sector also grew very fast almost 55% of the demand in the total market size of 0 million watches was being met by the unorganized sector. With the import duty reduced to 5% (earlier 50%) and with the import license for watch movement being easy to obtain, many smalltime players cropped up. These small players offered competition to Titan on the price front.

Titan once again showed that it was a shaper and not adapter. Over the years Titan had built a formidable distribution and support network. Titans customer orientation was reflected through their advertising campaigns. Whereas HMT called themselves timekeepers of the nation, Titan told the masses if you have the inclination, we have the time.

Brand share

Domination by unorganized sector and Declining market share

In the premium segment, the company has to face the likes of Omega, Swatch etc., while at the lower-end of the watches segment the company has to compete with the unorganized segment. Moreover, the margins are wafer-thin in the low-price segment.

The company is loosing its grip over the mid-price segment in which it had been an undisputed leader. Its erstwhile partner Timex is giving strong competition and has been gaining market share (increased from 18% to %) at the expense of Titan. Titan has already started price-cuts and exchange offers in this segment to keep its hold over it.

Identification of customer usage

Titan has segmented the watch market and clearly identified clearly the needs of each group. The strategy that Titan has adopted in recent years is that of focus. It has segmented the market into different need groups and tailored its strategy to the exclusion of others. By optimizing its strategy for the target segments, it seeks to achieve a competitive advantage in its target segments.

Market segmentation is concerned with identifying differences in the buyer behaviour, allowing a firm to match its capabilities with distinctive products and related marketing programs. Market segmentation tends to focus on the marketing activities in the value chain in which Titan commands a very formidable position. This also allows Titan to find out how it should serve each segment.

Titan has tried to achieve a balance of cost focus and differentiation focus. By this we mean that in the lower end (Popular segment) of the market, it seeks to achieve a cost advantage by exploiting the differences in cost behaviour. In the mid- and higher-end (Mid and Premium segment) of the market, it seeks differentiation by providing better designs.

To achieve this Titan has segmented the market and launched a brand or a sub-brand to meet the needs of each segment. Thus it aims to be a market leader in each niche it aims to serve.

Consumer demographics

How has Titan segmented the market?

Titan has segmented the market on the basis of the following variables

Demographic

Ø Age children, young adults, adults

Ø Social class upper, middle and lower

Psycho graphic

Ø Lifestyle professionals, affluent

Ø Personality adventurous, cool, traditional

Behavioral

Ø Benefits functional, attractive, reliable

Ø Occasions gifts, special occasions

Geographical

Ø Region Europe, Middle East

Targeting segments

Titan goes for full market coverage with its different sub-brands. The different market segments that it targets include

Upper premium segment This range includes Tanishq and a new brand (soon to be launched) , Phillipe Charriol. These watches are in the price range of Rs. 0,000- Rs. 1,00,000.

Premium segment This range includes Insignia, Royale, Regalia and the recently launched Nebula. The prices are from Rs.6000-Rs.10,000.

Middle segment This range has Fastrack, Raga and Dash! These watches are priced between Rs. 750- Rs.4000

Lower segment The Sonata and Exacta range caters to this segment. The prices vary between Rs.00-Rs.100.

Speciality segments These are special segments that tend to overlap with the others, because they are not mainly differentiated on the basis of price. For instance, Fastrack Digital caters to those looking for a functional watch, PSI 4000 to the adventurous and thrill seeking.

User positioning Titan caters to several user groups- children (the Dash! Range), sportspersons and adventurers (PSI4000 and Fastrack range). The Fastrack range is seen as being contemporary, sturdy and reliable. The advertising, packaging and merchandising of this range is young, vibrant and 'cool' (the ad line says Cool watches by Titan)

Price positioning

In the overseas market, especially in Europe where it is competing with Swiss and Japanese watches, it is positioning itself as value- for- money reasonably priced (less than Swiss watches and higher than Japanese), attractively styled and of good quality.

The various brands of Titan and the price range in which they fall are tabulated which follows

Brand Price Range No. Of Models(Approx)

Insignia Gents Rs. 750 to Rs. 7750 8

Insignia Ladies Rs. 1600 to Rs. 7500 8

PSI000 Gents Rs. 1780 to Rs. 7500 61

PSI000 Ladies Rs. 800 to Rs. 450 6

Regalia Gents Rs. 180 to Rs. 770 157

Regalia Ladies Rs. 175 to Rs. 7770 168

Royale Gents Rs. 60 to Rs. 810 1

Royale Ladies Rs. 110 to Rs. 80 1

Classique Gents Rs. 850 to Rs. 450 68

Classique Ladies Rs. 565 to Rs. 0 161

Spectra Gents Rs. 1140 to Rs. 180 57

Spectra Ladies Rs. 650 to Rs. 1410

Exacta Gents Rs. 600 to Rs. 1170 48

Exacta Ladies Rs. 55 to Rs. 800 5

FasTrack Gents Rs. 550 to Rs. 140 57

FasTrack Ladies Rs. 850 to Rs. 1050 11

Technology Rs. 50 to Rs. 8170 55

Raga Ladies Rs. 140 to Rs. 4000 1

Nebula Gents Rs. 850 to Rs.1500 8

Nebula Ladies Rs. 550 to Rs. 650 4

Bandhan Rs. 1675 to Rs. 8085 4

Sonata Gents Rs. 5 to Rs. 115 00

Sonata Ladies Rs. 50 to Rs. 1100 6

Sonata Pair Rs. 145 to Rs. 000 10

Dash Boys Rs. 5 to Rs. 5 15

Dash Girls Rs. 50 to Rs. 50 1

Source Tradepost, March 000

New product activity

The outcome of the company's R&D is the world's thinnest watch, Titan Edge, that is all set to shore up the company's brand equity amidst growing competition. Added to this, Nebula Gold series has been introduced to target the premium segment.

Product Review

Performance and physical characteristics

The various sub brands that collectively make up the time keeping giant we know as Titan

Sonata

This is Titans most basic range, offering reliable, everyday-working watches reasonably priced between Rs 50- Rs 00. A case of socio-economic segmentation. These are perhaps HMTs most direct competitors, offering more or less similar attributes to those offered by HMTs watches.

Nebula

Originally part of the Tanishq line, Nebula became part of the Titan line when Tanishq was made exclusively a jewellery line. One of Titans most expensive range of watches, they are still marketed as solid gold watches under the ad-line, The Jewelers Collection, a case of Geoclustering technique of segmentation. Priced between Rs 6000 -Rs 1,500 these watches are rather obviously targeted at the upper-most end of the market, in competition with brand such as Rolex and Cartier.

Dash!

These are bright, colorful watches aimed at children aged 6-14 years, offering the advantage of a recognized, high quality brand, economically priced at Rs 50 onwards. These watches are marketed under the ad-line Wow Watches from Titan thereby making them instantly appealing to their target audience. Dash! has created an entirely new market segment in the watch industry and dominates it. Recently however, with the entry of Swatch, with their children-oriented Pop-Swatch watches, Dash! finally has some competition. Dash! is still likely to dominate this segment however, as no other brand is quite ready to offer such competitive prices.

Fastrack

These are Titans youth-oriented, style watches, priced between Rs 550-Rs 1500. Incorporating the all-new international frosted look, these watches offer contemporary styles that are fresh and vibrant, for both men and women (Geoclustering segmentation). The all-steel body comes in a variety of frosted finishes- steel, gold ion plated and black ion plated and with PVC, leather and cool metal straps. All watches are highly water resistant, ranging from 50m to 100m. Their ad line, Cool Watches from Titan speaks volumes about the segment it is targeted at. Fastrack recently launched its digital range as well, and now counts among its main competitors Sitco and Casio (in the digital range) and Esprit and Swatch (in the analog range).

Classique

These watches are targeted at the older, male segment of the market, and profess timeless elegance through a combination of fine leather straps, clean classic dials and sleek cases, thus making it, A perfect fit for formal wear. Classique is the embodiment of everything that is everlasting yet contemporary. These watches tend to be generic in their simplicity, and find no real competitors, save for perhaps HMT. These watches are priced between Rs 550 to Rs 000.

Insignia

This world watch priced between Rs 4000- Rs 7500, is an eloquent fusion of design, craftsmanship, and precision engineering. An Insignia is 10 times more complex than a regular Titan watch, incorporating the best of materials; high-grade anti-allergic steel, scratch resistant sapphire crystal and special hard gold plating. Individually numbered, each Insignia comes with a two-year international guarantee.

Psi 000

A range of contemporary sports watches, aimed and marketed as a tough, outdoor, adventure brand (Psycho graphic segmentation). Made from non-allergic stainless steel, these watches have such authentic sports features as luminous dial markings, rotating timer rings, upto 100m water resistance, and screw in crowns to withstand pressure while swimming. As is evident from their advertising, Psi 000 are positioned in direct competition with similar foreign brands such as the Swatch Irony. These watches are priced between Rs 800 to Rs 7500.

Raga

These are exclusive watches for women, with design elements that are first of their kind. An exciting collection that incorporates traditional Indian motifs, with such innovations as interchangeable straps and a unique three in one watch. Designed exclusively for use with Indian women's formal wears such as sarees and salwar kameezes, this range is truly one of a kind and has no competitors in its segment. These watches are priced between Rs 1400 to Rs 4000.

Royale

This stunning collection comprises of alluring gold plated cases matched with exquisite gold plated straps, and includes designs to suit everything from simple to dressy evening wear. These watches are priced between Rs 60 to Rs 000.

Regalia

Priced at Rs 5000 upwards, and marketed as Incredibly eye catching…magic in gold, these finely crafted watches combine sleek cases and patterned dials with special appliqu s flowing into intricately designed bracelets. This is Regalia… a special watch for a special occasion. With a unique combination of all gold and bicolor looks, this range represents the essence of dress wear (Geoclustering segmentation). Competitors include foreign dress watch brands such as Tissot, Piaget and Rado.

Spectra

A truly unique collection of watches, which combines the sturdiness of steel with the richness of gold. International in its styling, this range is for those who look beyond the ordinary. These watches are priced between Rs 650 to Rs 100.

Promotional plan

Present promotional strategies;

1. Titan Positions the Generic Device-Watch-As an Ornament

Titan positions the watch, which till then was a commodity-like product, into an ornament one would like to wear. It also incidentally showed 'time', that's all! Titan positioned its watch as a part of dress and ornamentation, rather than as a product used for telling time. Titan's positioning strategy was so aggressive that it promptly resulted in a change in the consumer's very perception about watches. They started seeing a watch more as an expression of an individual's taste and style than as a mere timekeeping device. As a result, demand for watches, which were high in style and design, started growing. This was the real success factor of Titan's positioning strategy.

. Distribution and Promotion Further Strengthened

Titan now strengthened its distribution and promotion. By 001, the number of Titan out-lets was hiked to 6000 from 5,500. Exclusive, World of Titan shops went up to 140 from 115, and multi-brand, Titan Time Zones, went up to 150 from 11. Titan allocated an advertisement budget of Rs.4 crore, for fiscal 001 as compared to Rs.5 crore, the previous year.

. Always remember the USP

A USP (Unique Selling Proposition) is not only what gives the customer a reason to buy the brand, but is also what helps him distinguish the brand from its competitors. Titans USP is two fold, and can perhaps best be described in six words. An Indian company offering international quality. This works for Titan in two ways. First of all, its emphasis on international quality successfully negates its major Indian competitor, HMT, who is still perceived as a company offering solid and reliable, yet singularly unstylish and staid looking watches. Secondly, with the plethora of foreign brands available in the country today, Titan emphasis on being Indian enables it to effectively meet their threat. Interestingly, while Titan has never actively promoted the fact that its parent company is the Tata Group, at the same time it has never really done much to hide the fact. Thus while capitalizing on the Tata name, it has built its own identity as an Indian brand offering high quality watches at prices significantly below those of comparable foreign brands.

4. Don't neglect Public Relations

Public Relations, or PR, are vital to the success and survival of any brand. Unfortunately, its value as a brand building tool has more often than not, been undervalued. Newsletters, event and entertainment sponsorships, and other forms of PR help to define the personality of a company or brand, positioning it as a good corporate citizen, and someone nice to do business with. In keeping with Indias obsession with cricket, Titan has often sponsored cricket tournaments, including the now legendary 17 Titan Cup. Titan also sponsors a number of popular television programmes, a prime example of which is Star Worlds The Practice.

Proposed promotional plan

Though being voted Indias #1 company is an honor any company would cherish, we feel that with the surge of foreign entrants into Indias watch market, Titan cannot afford to rest on its laurels. Titan should prepare for a war…A MARKETING WAR.

Before elaborating upon the strategies Titan can adopt in the future, it is important to understand that the best strategy for a market leader is to play defense. However, a defensive strategy should by no means be confused for a passive one. In their famous book Marketing Warfare, Al Ries and Jack Trout identify major principles of defensive marketing warfare;

1) The best defensive strategy is the courage to attack yourself The best way to improve your position is by constantly attacking it. In other words, Titan should strengthen its position by introducing new products that make obsolete its existing ones. It is better to take business away from yourself than have someone else do it for you. This puts the competition in a tough spot as a moving target is harder to hit than a stationary one. Titan should continuously innovate and introduce new models. The importance of R & D (Research & Development) has been realized only recently. In recent times it has been R & D that has provided the edge to both products and brands.

However this strategy can be applied mainly to the lower range or digital range of Titans watches, as the concept of class remains constant over a period of time. Attacking yourself may sacrifice short-term profits, but it has one fundamental benefit. It protects market share, the ultimate weapon in any marketing battle. Any company that hesitates to attack itself usually loses market share and ultimately market leadership.

) Strong competitive moves should always be blocked Most companies have only one chance to win, but leaders like Titan have two. If Titan misses an opportunity to attack itself, it can often recover simply by copying the competitive move. However, the leader ought to move rapidly before the attacker gets established. There is no room for oversized egos or complacency in marketing. Blocking works well for a leader as it takes time for an attacker to make an impression in the mind of the target customer.

For example if Timex comes out with a new technology watch Titan should counter the move by introducing a similar line of watches. In marketing warfare, psychology is always on the side of the larger competitor. It is thus always better to overcome than to undercover.

We therefore feel that it is only through the proper implementation of such defensive techniques that Titan will be able to stave off the threat of the numerous foreign brands in the country today.

In closing, we sincerely hope that we have been successful in our endeavor to not only discuss the various techniques employed by Titan Industries on their road to being Indias favorite brand, but to have also shed some light on our perspective of marketing in general.

CONCLUSION

The well formulated marketing strategy enabled Titan achieve its main objectives; Carving out a sizeable market share within a short span of time; building a powerful brand; developing and efficient retail chain; and making attractive profits from the very first year onwards. During the year 1-000, Titan sales turnover came to Rs.60 crore; watch business accounted for 76 per cent of this turnover, and the balance was met by jewellery. Net profit was Rs.1. crore and the watch business generated 0 per cent return on capital employed.

BIBLIOGRAPHY

BOOKS

Ø Dholakia, Nikhilesh; Khurana, Rakesh; Bhandri, Labdhi; Jain, A.K.; (1) Marketing management, cases and concepts, Chennai, Mc Milan India Limited, rd Reprint.

Internet Article

Sabarwal,Arun(00)Titan[online] Available

Ø http//www.Titanworld.com,(00, december,8)

CONTENT

INTRODUCTION……………………………………………….1

MARKETING DATA ………………………………………….-5

PRODUCT REVIEW……………………………………………6-7

PROMOTIONAL PLAN………………………………………..8-

CONCLUSION……………………………………………………10

BIBLIOGRAPHY…………………………………………….…...11

Please note that this sample paper on titan-marketing strategies is for your review only. In order to eliminate any of the plagiarism issues, it is highly recommended that you do not use it for you own writing purposes. In case you experience difficulties with writing a well structured and accurately composed paper on titan-marketing strategies, we are here to assist you. Your persuasive essay on titan-marketing strategies will be written from scratch, so you do not have to worry about its originality. Order your authentic assignment and you will be amazed at how easy it is to complete a quality custom paper within the shortest time possible!

American Dream

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To achieve the American Dream is a lifelong goal for many people living in America. The ability to attain happiness while working to lead a well off life is what the American Dream is all about. Growing up with morals and having aspirations to obtain a job and have a family was what was once important. The American Dream was such an important concept because it gave people a purpose; it guided them to lead their life in certain ways. Today however, the dream is becoming a more blurred one, putting emphasis on material items and social values. With the importance being taken away from justice and strong family values, acquiring material possessions and trying to conform to social views is what is left. This new focus leads us to believe that perhaps the American Dream is not as easily obtainable as once thought, making it something that is only in thought and can not be possessed. It is seen in The Collected Stories of Anzia Yezierska; How I found America, written by Anzia Yezierska, that today's American dream of materialistic wants does not lead to a life of happiness for young Jewish immigrants. Instead, it brings sadness and longing for their previous unsuccessful lives. In F. Scott Fitzgerald's The Great Gatsby, the need to be extravagantly wealthy and to be of the highest social status only leads to the realization that their dreams can not be obtained because of this exact attitude. Death of a Salesman by Arthur Miller also shows the corrupted American Dream of superficial thoughts, proving that it only results in horrible downfall. Through all three of these works, it is clearly evident that this new version of the American Dream is not a successful one. In fact, people are getting so caught up in this disillusioned view of the American Dream that it is becoming impossible to achieve it to its fullest extent.

In the aftermath of the Great Depression, a rise in national wealth began to instill a new materialistic attitude in people. Since income was growing, it became only natural to buy more and to show off their prosperity. Society was becoming corrupt by this need of excess material possessions and riches. The American Dream, beginning as a belief that rightful hard work will lead to your success, was becoming ruined by gaining success through easier means. Gatsby made his fortune by selling alcohol, which was illegal at the time. Becoming socially accepted was more important during this time and being of a high class showed your prominence in society. Gatsby's huge parties are so elaborate and are used to prove himself to the rest of society and for his strive to be in the social class of the elite. He feels the need to flaunt what he has, and his guests come merely to gain a reputation for themselves. "A corps of caterers came down with several hundred feet of canvas and enough colored lights to make a Christmas tree of Gatsby's enormous garden" confirms that Gatsby is basically putting on a show to make himself into somebody he is not (Fitzgerald 44). Nick tells us, "I believe that on the first night I went to Gatsby's house I was one of the few guests who had actually been invited. People were not invited- they went there….Sometimes they came went without having met Gatsby at all." (Fitzgerald 45) The impersonal parties at Gatsby's house were used more as a social ladder than for recreation. They did not go to meet Gatsby or because they were even invited, only to be seen by other people in society. Separation of classes became a main factor in whom you could and could not spend your life with. Gatsby's one dream, to spend his life with Daisy, can not be achieved because of the difference in social status of the two. As hard as Gatsby tries, he will never be at the same level as Daisy, proving the corrupt attitudes of society. Gatsby's dream is destroyed because it is not socially accepted to be with somebody of another social class. His dream represents the American Dream, and how the American Dream can not be accomplished because of social limits set on society. Fitzgerald uses the green light at the end of Daisy's dock as a symbol of the early Dutch sailors that settled first in America; his hopes just as pure as those of the settlers. Nick realizes at the end of the novel,

"…I gradually became aware of the old island here that flowered once for Dutch sailors' eyes- a fresh, green breast of the new world. Its vanished trees, the trees that had made way for Gatsby's house, had once pandered in whispers to the last and greatest of all human dreams; for a transitory enchanted moment man must have held his breath in the presence of this continent, compelled into an aesthetic contemplation he neither understood nor desired, face to face for the last time in history with something commensurate to his capacity for wonder."

He now understands the purity of the minds of these first people who encountered such untouched and uncorrupted land. It was only that very moment that things would remain like that, for its beauty disappeared once it was torn away for materialistic objects such as the huge estate of Jay Gatsby. Gatsby's love towards Daisy is represented as a green light, like the green trees, signifying the sincerity of his dream yet the impossibility of achieving it.

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The United States Goverement

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There are three main branches that make up our government they are the Legislative, Executive, and Judicial Branches. Each of these branches has a different process and function but all work together to develop the laws and government that sculpt our lives.

The law making part of our government or better known as the Legislative Branch includes the two chambers of Congress, which are the Senate and The House Of Representatives. This branch passes bills that become laws if they are signed by the president. These laws are then handed over to be reviewed by the Supreme Court. This branch also has the power to set tax rates, over see government spending, print and borrow money, etc. However these powers are exercised within a system of checks and balances that does exactly like is says balances the three branches out. The most important part of the Legislative branch is Congress, which includes a total of 540 elected members in the Senate and the House of Representatives. The senate holds 100 people, two from each state. Legislative tasks are divided among a large amount of work committees and informal groups of lawmakers. The House has 1 full committees and the Senate has 16 full, there are also four joint House-Senate Committees, that add up to more than 000 seats overall.

The second branch, that is also called the Executive Branch is responsible for administering and enforcing the country's laws. The laws are written by the Legislative branch, approved by the president, and subject to interpretation by the Judicial Branch. The Executive branch has fourteen major departments and separate agencies, that employee about 1.5 million people, are as follows

v Department of State

v Department of the Treasury

v Department of Defense

v Department of the Interior

v Department of Agriculture

v Department of Justice

v Department of Commerce

v Department of Labor

v Department of Health and Human Services

v Department of Housing and Urban Development

v Department of Transportation

v Department of Energy

v Department of Education

v Department of Veterans Affairs

The head of these departments are members of the Cabinet, which advise the president and supply requested information. Treasury is a key department its, IRS collects taxes, prints money, mints coins, and regulate alcohol, tobacco, and firearms.

The third and final branch of our government is the Judicial Branch, which interprets laws that have been passed by the Legislative Branch. The Supreme Court breaks down into the U.S Courts of Military Appeals and the Courts of Appeals, which break down into four other courts, which are U.S Court of Federal Claims, District Court, Territorial Court, and U.S Court of International Trade. So as you can see that each of these branches survives off the other and that without them we would have nothing but widespread chaos because without laws we are nothing.

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YOUNG BRITISH ARTISTS OF TWO ERA'SFRANCIS BACON & DAMIEN HIRST

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YOUNG BRITISH ARTISTS OF TWO ERAS

FRANCIS BACON & DAMIEN HIRST

The themes of time, decay and flesh, coupled with death and destruction are subjects, which seem to hold a particular fascination for two artists of the twentieth century; Francis Bacon and Damien Hirst. There are some examples of artists in earlier periods dealing with these subjects

such as Boticelli and his depictions of Dante's hell theme, but these are isolated examples. In general it seems that popular artists through the ages have preferred to deal with more glamorous subjects either through choice, or because of simple commercial pressures. There may well have been artists producing work for a specialist non-popular market, verging on the pornographic but these have not stood the test of time. Even during the depressing, gloomy introverted periods of the Victorian era art seems to have been formal and moralistic rather than morbid.

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Bacon seems to dwell on, or at least be pre-occupied by, war, meat and death as can be seen in one of his first paintings that received public attention Painting 146. Damien Hirst seems to have almost picked up the theme started by Bacon and to have developed it by moving forward in time. In this respect there seems to be a clear link between the "Young British Painters" exhibition at Agnew's in London in 17 which featured Bacons work and the Freeze Exhibition of the "Young British Artists exhibition organised by Hirst nearly 50 years later (188). Hirst appears fascinated by a time continuum and the cycles of life as can be seen with his work 1000 years. It is clear to see how Hirst has been influenced by Bacon, but where did this theme of artistic expression come from? There seems to be no precedent in recent history before Francis Bacon. There are examples of work from other artists contemporary with Bacon which deal with destruction and decay; the most famous of which must be Pablo Picasso's (188 to 17) Battle of Guernica which was painted in a few months in 17. Bacon is often bracketed with Lucien Freud mainly because they were contemporaries, in fact personal friends, and in their work they both dealt with similar subjects but Freud seems to be more inspired by flesh and the human body than with meat and decay.

Francis Bacon was born in Dublin on 8th October 10 but was not Irish. He was one of a family of 5 children, his father was a part time racehorse trainer and the family moved about a great deal from London to Dublin and back. It is also clear that his mothers family were eccentric, with behaviour bordering on the mad and as John Russell - a biographer of Bacon put it "The important thing is that throughout his childhood he had an experience of human strangeness which set the tempo primo for much of his later life." Certainly Bacon had little or no formal education. There seems nothing extraordinary about his pre-teen years; he was 5 when World War I began and 10 when it finished. He was sent away from home by his father in 16 for being caught trying on his mothers underwear, a banishment which sealed the style of his life as a drifter throughout his teenage years. There is a version of these events (which appears to have its roots in the gay media), that he was banished for having affairs with some of the grooms at his fathers stables. Whichever of these views is correct matters little, in 18 he was living in Berlin and then in Paris, both experiences which opened his mind. Again to quote his biographer " Berlin and Paris gave him the notion of a big city as an erotic gymnasium in which spring-board, trampoline and a variety of cognate boosters were available for the paid up member." He enjoyed himself, gambled and generally soaked up life.

The things he seems to have inherited from his father were looks, charm and the gift of the gab and on his return to England in 1 he set up a studio in London, not as an artist but as an interior designer and decorator. He began dabbling with oil paint and had a joint show with a friend Roy de Maistre but this was a small affair it was not until 1 that Bacon really made his mark as a painter at the age of 4. He was "noticed" by Herbert Read an art publisher who reproduced one of Bacons paintings of a crucifixion in a book. The painting was purchased by Sir Michael Sadler after it was exhibited by Freddy mayor. All three of the above were well respected in the art world . In 14 Bacon organised his own exhibition and it is interesting to note that Bacon subsequently criticised nearly all of his work shown then, with the exception of one piece "Wound for a Crucifixion". This painting featured a large piece of human flesh on a table with a wound on it, which Bacon recalled afterwards as "a very beautiful wound".

The twenty years between the two wars 11 to 1 and more exactly the last ten years of this period is the time when Bacon laid down his artistic roots. He exhibited in 17 and then although asthma prevented him from doing active service he did not exhibit again until 145. During the war years he did serve as an air raid warden in London whilst daily and nightly bombing raids brought death and destruction to the city. It was at the end of the war in 145 that Bacon seems to has discovered, or rediscovered his desire to paint, a desire bordering on obsession.

The outstanding painting from the immediate post war period must be the Painting 146 which is 78inches x 5 inches, which is now displayed in the Museum of Modern Art in New York. It is recorded that Bacon started this piece with the intention of painting a chimpanzee but that the inspiration just ran away with itself. It is certainly an impressive work both in the physical size and the subject. Once again the theme of meat and destruction are clearly seen. There are two huge sides of dissected human torso and ribcage framing the top of the painting which remind one of a vultures wings spread over the painting. Under these is a hideous image of the Italian dictator Mussolini who appears to be sheltering from the dripping blood under an umbrella. There are also two other joints of raw meat laid on the table in front of the figure. If Bacons account of how this painting evolved is accurate then this piece must really have come from his sub-conscious and Bacon deserves to be remembered for this piece alone although the themes which inspired it return again and again in his work. It is also noticeable that when Francis Bacon depicts decaying meat he does so with more detail than he affords to any other components of his work. You are left with the impression that he really enjoys painting this subject, the dark red gory flesh and the contrasting bone structure are vividly produced as are the severed bones with red marrow visible in them.

In his early days Bacon has confessed to being deliberately controversial in order to be noticed - as indeed - has Damien Hirst but another example of Bacon including images of death and decay run through his career. In 16 Bacon again returns to this form of expression with Three Studies for a Crucifixion, one of the first triptych works a style he used time and time again during his last thirty productive years. This piece is difficult to describe but if very powerful with rich colour tones. The first panel has two figures crossing a room with blacked out windows and in the foreground what appears to be a body cleaved in half. The second is unmistakably a figure on a bed in a room with window blinds (similar to those in Painting 146). This figure is distorted in a foetal position as if in agony and is splattered in blood , with blood stained sheets. This is not a figure but a body, destroyed and decaying where it lays. The third panel appears to be a body hanging upside down, rotting with the body cavity exposed and empty. Again the most detailed work is the decaying meat. Bacon repeated this theme again in Crucifixion painted in 165, another triptych. The mangled body on a bed appears again but this time in the left hand panel where it is being overlooked by a naked woman who is looking over her shoulder at the bed as she walks away from it. The middle panel is a crucified body slumped against a wall with the two legs in plaster and in splints. This figure is like the right hand panel of the 16 painting but with the body cavity less detailed. The right hand panel shows a naked male wearing an armband with a swastika motif and two elderly gentlemen sat at a table and wearing Panama hats.

Christophe Domino in his book Francis Bacon Taking Reality by Surprise interprets this as The figure on the right wears an armband decorated with a swastika, a detail that has encouraged a historical reading of the work. The two men watch a naked woman dancing. Hanging in the central panel is a pathetic stylized figure, roughly recalling the right hand panel of the 16 triptych, while in the left hand panel a slaughtered body is lying on a bed.

I am not sure that this is an accurate interpretation, it may be much more personal. The two seated men obviously relaxed as though sat watching a cricket match have turned their backs on the pain and suffering of the naked man with the swastika armband. Could this be Bacon being ignored by friends after the war? The middle panel could be a figure with two broken legs sat up in bed immobilized (as if hanging there crucified). Perhaps at this time in the 160s either Bacon or a friend suffered a broken leg - the injured leg theme crops up in Three Studies from the Human Body 167 and much later in Oedipus and the Sphinx after Ingres in 18. Whilst the left hand could be a naked woman leaving a broken and destroyed man on the bed and looking back taunting the man. Whichever interpretation is correct the life and death cycle and the gore of the meat are overwhelming themes in the work.

Bacon has a habit of returning to familiar themes throughout his work and parts of his Painting 146 are re-cycled again in 154. Bacon completed the Figure with Meat work in that year which is little more that a repeat of the Painting 146. The meat hanging behind the figure is more detailed than before and every other feature of the work is less detailed.

These images of decay and destruction are so powerful during his works of the 150s and 160s. This appears to have been the end of an era for Bacon, after this his work begins to mellow and become more reflective. Even his study of a bull fight - Study for Bullfight No 1- painted in 16 whilst clearly depicting death is a good deal less graphic.

What I like about Francis Bacons work is the sheer impact of his paintings. The subject matter is never glamorised, he painted what he felt - warts and all with a flowing dramatic style. I tend to work in a very controlled way paying great attention to detail and Bacons work inspires me to think big and reproduce what I feel. I do not always achieve this but I try. He also was not afraid to confront some of the taboo subjects of homosexuality, masochism and death and this boldness attracts me to his work. I have seen references to the fact that he never cleaned up his workshop and in fact would use floor sweepings to build body to his painting, an unconventional habit but he seems so intuitive, he just does what he feels and never mind the consequences.

There are no half measures with Francis Bacon you either love his work or you loath it. Personally I love it. The more I look at some of his paintings the more I see in them and I think I could live with some of his pieces and would never fail to see something new ever time I looked at them.

Moving forward, Damien Hirst was born in Bristol in 165, three years after Bacon had produced his Three Studies for a Crucifixion. He went to school, in Leeds and finally completed a foundation course at Leeds School of Art. In 186 he moved to London to begin an arts degree course. This was a Fine Art BA course at Goldsmiths College, which he completed in 18. Whilst he was still at Goldsmiths in 188 Hirst organised his first exhibition Freeze. This exhibition which was held in a warehouse in east London featured several of his pieces, and work by 16 of his fellow Goldsmiths students including; Gallacio, Julian Opie, Gary Hume and Simon Patterson

It is widely believed to have been the starting point for the young British artists movement, not only because it was so successful for a self-promoted exhibition, but also because so many of the artists who participated are now those considered the raw talent of today. The movement (if that is what it is) and especially Damien Hirst, must also have benefited from the patronage of Charles Saatchi. This modern collector began to acquire Hirsts work and exhibited it in the first Charles Saatchis Young British Artists exhibition. Saatchi has even commissioned work from Hirst, in 1 he commissioned the piece The Physical Impossibility of Death in the Mind of Someone Living. Damien Hirst has since that time produced a wide portfolio of work and has continued to organise exhibitions of his own work in several countries. It has been said - and again there are reflections of Francis Bacon here - that Hirst has defined a modern generation of todays young British artists (yBa).

It is thought that this new generation is completely different from previous generations of artist, characterised by their entrepreneurial spirit, and their self-promotion. However; again comparing this with Francis Bacon there are remarkable similarities because his first exhibitions were self promoted and organised by he and his friends. The major difference is that in this modern age media and communications are much easier. The circle of artists, critics and publishers was much smaller in 10 than it is in 10.

One of the recurring themes in Damien Hirsts work has been a fixation with time, mortality, destruction, decay and lifes cycles. He is most famous (to date) for a series of works in which dead animals are presented preserved in tanks of formaldehyde. The titles often do not seem to have a relevance to the work, they must have some relevance to Hirst himself although if is not entirely certain that he is not simply taking the piss as he would no doubt put it. He is quoted as saying I want to set up situations that make people try to find meaning. I dont think my interpretations are important on a large scale

One art critic is quoted as saying that The artwork itself has a visual power that is virtually unmatched by any possible description of it. One cannot really hope to understand it, or even visualize it without experiencing it firsthand.

It is probably this power that was the reason why he was short listed for the Turner Prize in 1, when he was 7 years old and why he was eventually awarded this prestigious prize in 15 at the tender age of 0. In April 1 Hirsts God; a piece he produced in 185, essentially comprising a pharmacists shelve unit complete with drug sold for £188,500 the highest price of any of his pieces at that time. His Turner prize followed and the price of his work increased dramatically.

The themes of time death and destruction re are recurring themes in Damiens work. One example of this is Party Time as an example. He views the act of smoking as a microcosm within itself The cigarette packet is possible lives, the cigarette its own actual life, the lighter is God because it gives fuel to the whole thing and the ashtray is a graveyard, its like death. Damien is also fascinated by the fact that smoking is a theoretical suicide in the sense that it is not deliberate self-inflicted death, but people know it will kill them and they continue to partake. He stated that the concept of a slow suicide through smoking is a really great idea, a powerful thing to do.

Another example of this is the obsession with the medical world. The inspiration for his pharmacy pieces was the desire to make art that people really believe in, like they do medicine. Pharmacies provoke an idea of confidence, of trust in minimalism. I love medical logos, so minimal, so clean, theres something dumb about it. His pieces like Substitute, Holidays/No Feelings and God are meant to parody the Western notion that medicine and chemicals can help a person to cheat death. You can only cure people for so long and then theyre going to die anyway... You cant arrest decay, but these works suggest you can.

Damien says, I really love glass, a substance which is very solid, is dangerous, but transparent. That idea of being able to see everything but not able to touch, solid but invisible. The slits in the glass are very important to the works, you need some sort of access. In pieces where the glass structures enclose, say, a rotting animal carcass (A Thousand Years), that access can be a bit much for some viewers, as the smell is sometimes overpowering.

This piece absolutely describes time erosion and decay in microcosm. There is a life cycle in this work. A decaying cows head supports a colony of flies, which eat, mate, are killed by an insectocutor whilst their eggs hatch and repeat the cycle.

Many of Damiens animal works are not like A Thousand Years in that they are not supposed to go through any more natural processes. In fact, he goes through an immense amount of trouble to completely preserve them in formaldehyde. Many have questioned Damien about whether he is bothered by the possibility that corpses will eventually rot anyway. He replies that he is not concerned because he claims that the idea is more important than the actual piece. As long as they last until the end of his own lifetime, he doesnt care what happens to them after.

He is also capable of producing black humour in his work. In This Little Piggy Went to Market, This Little Piggy Stayed Home, each half of a bisected pig in tanks of formaldehyde, slide past one another on an automated track, separating and putting themselves back to together over and over again. He says, I hope that it makes people think about things that they take for granted. Like smoking, like sex, like love, like life, like advertising, like death... I want to make people frightened of what they know. I want to make them question. He achieves this by incorporating common objects into his work. Ordinary things are frightening. Its like, a shoe is intended to get you from one place to another. The moment you beat your girlfriends head in with it, it becomes something insane. The change of function is whats frightening... Thats what art is.

In August of 15, another New York gallery banned Damiens Two Fucking, Two Watching, which involves a dead cow and bull copulating by means of a hydraulic device. The piece was not preserved in formaldehyde, but rather was left to rot away. New York health officials were concerned that it might explode (if it were sealed shut, the methane gasses would build up and shatter the glass), or prompt vomiting among the visitors (if it were not sealed shut, as the door from the rotting carcasses would be overwhelming).

Damien is interested in more than just the conventional type of art and again this is a reflection of the wide interests that Francis Bacon had. His work encompasses all media - paintings, sculptures, video, he has even published a book. And he has a steadily growing interest in pop music. He has designed cover art for albums by the Eurythmics, and in 15 he directed a music video for Blur. He was part of an art and film exhibition at the Hayward Gallery in 16, where he showcased his first short film called Hanging Around. The film featured music by several of his pop-star friends from London. In 18, Damien himself became involved in a pop group, Fat Les, who recorded two singles that year, appeared at Glastonbury (but didnt perform), and who were accepted to participate in the Music Industry Soccer Six of 1. The group have plans for a feature length film and just to complete a range of interests Damien Hirst had entered the restaurant business.

In 10, Saatchi bought Damiens A Thousand Years and Saatchi has been a long term sponsor of Damien Hirst , this is an advantage that Bacon did not have but there are so many parallels linking these artists who between them have dominated the British art scene for 60 years and no doubt through the continuing work of Damien Hirst will continue well into the twenty first century.

For me Damien Hirst is just a complete icon. He typifies every thing that a young artist should be. He pushes at the established order and challenges you to think and think again about your own perceptions of art. He is there in your face all the time, and this inspires me to try and develop my own work. He has shown the world that there is artistic expression beyond paint and canvas and whilst I am sure that he does try to be deliberately provocative but that's what fires him. Damien Hirst has vision and is not afraid to express that vision. Who else could look at a pharmacists stock cupboard and compare this to God. Once he has made the point you see what he is getting at. Or the life cycle so beautifully stated with the life and death of flies. Damien Hirst pushes you and I like that approach. As he says The only interesting people are the ones who say Fuck off.

In summary both of these artists drew their inspiration from the pre-occupations of time, erosion and decay. Time alone will tell their importance from a longer perspective but they have both challenged their contemporaries and their audiences to reflect on these subjects and our own mortality. Francis Bacon was quoted as saying when he died he just wanted his body to be stuffed in a carrier bag and thrown in the gutter. Damien Hirst does not seem too concerned that his work may not last - so long as it lasts till his dead. The legacy left by both of these artists will be not the decay but the continuance in time of their work through the impact on the next generation of young British Artists.

I hope there will always be a new generation of Young Artists that push at the established bounds of what is acceptable and what constitutes art. Young people who are bold enough and maybe arrogant enough to do what they feel is right for them and to hell with the establishment. What is fascinating about Francis Bacon is that even when he became establishment he still did not conform and hope the same thing will be true of Damien Hirst 0 years from now.

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Telivisions influence on society

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At the end of World War II, a new toy swept the houses of many Americans. This new invention was known as the television set. In a nation once marked by strong regional differences, network television programming helped create a national popular culture. Perhaps no phenomenon shaped American life in the 150's more then television. With this advance, it is only natural to be built upon. Thus, programs viewed on the network became more diversified and many sitcoms were produced. These new sitcoms brought new stories into families' living rooms and changed the overall mood of America.

"I Love Lucy" was the first situation comedy. It was born out of a desire for a show with more narrative continuity and was responsible for the shift from the variety show to the situation comedy. The basis of the show was a standard family of the fifties including a hard-working husband, a house keeping wife and their two best friends. So what gave the show its special twist? Perhaps the credit could be given to Lucille Ball who was the highlight of the show. Lucy revolutionized the proper modern-day housewife by portraying an angelic and fun-loving character.

"She lies shamelessly,

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It with chocolate all over

Her face."

She had a cry like a siren that couldn't be ignored and a voice that would scrape the paint off a wall. With these unique traits, Lucy gets herself into mischief, irritating he husband, but with her innocent gestures she gets herself out. Through each episode, the audience finds themselves anticipating the trouble she will cause. The directors of the "I Love Lucy" show were the first to broadcast in front of a live studio audience with a laugh track and other techniques. These new elements of television production would be used in years to come in many other influential sitcoms.

There are classic shows, and there are groundbreaking shows. "All in the Family" shares a taste of both. Debuting on January 1, 171, it became one of the most influential comedies in television history and had an immediate impact with the media. The show consists of a middle class family with a mother, father, and their daughter Gloria. Archie Bunker, played by Carrol O'Connor, is a fully devoted American citizen and a blue-collar worker. He easily spoke his racial and political views to anyone of a foreign stereotype and made it into comedy. His wife Edith, who Archie refers to as "dingbat", is ditzy and naive but her sweetness and kind heart balance out the harsh character of Archie. Gloria Bunker, their daughter, and her husband Michael (more commonly known as "meathead") also live in the household. Some of the greatest comical moments came from the clashing views of Archie and "meathead" since he was thoughtful and liberal whereas Mr. Bunker was narrow-minded. Though the views may have been offensive to some, the overall population enjoyed it rather than criticized it. In a recent study of a random 758 people were asked if the ethnic slurs portrayed on the show were wrong. According to the study, seventy-six percent of viewers did not believe the views were immoral and only eleven percent took offense. (Edward Taylor. market analyst. 1 http//www.allinthefamilysit.com/press_rel1110.html.) To compare recent points of view, a study was also conducted in 174 by Milton Rokeach asking perceptions of "Archie Bunker's Bigotry." According to this survey, thirty-five percent didn't feel the ideas to be wrong, thirty-three did, and thirty-two percent of the viewers believed the opinions on the show were very wrong. These prove that "All in the Family" had a great impact on society. Nevertheless the show will always be a legacy in American history (winning an Emmy in May of 171 for outstanding comedy series and seven more in may of 17) but even more types of shows had an effect of America.

The 150's were the start of the space age which was a new world of exploration and that reflected in the television industry. While the 160's were a unique period in television history, "I Dream of Jeannie" was conjuring up humor all its own. The show was as mysterious as magic itself, you might say. It was a feel-good show where you could watch people escape from everyday problems. "I Dream of Jeannie" was a sitcom about a beautiful Jeannie with the ability to relieve her "master" (Major Anthony Nelson) from the problems she would cause in each episode. This show connected supernatural topics such as Martians, witches, genies, talking animals, ghosts, and robots that were introduced to the world of television in the sixties and caught the eye of viewers.

From the beginning of comedy with "I Love Lucy" to the radical views of "All In the Family's" Archie Bunker and the supernatural twist to "I Dream of Jeannie" one can conclude that early sitcoms greatly changed the mood of America. These three shows in particular moved away from the "perfect" household where all problems were solved in a half an hour and opened the door to creativity, point of views, and comedy.

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MAINTENANCE AND RELIABILITY MANAGEMENT IN YTL POWER SERVICES SDN BHD ( PAKA POWER STATION )

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1.0 Objectives

The research will reveal the style of YTL Power Services in maintenance and reliability management of its power station in Paka. Furthermore, the research will also covers method adopted by the management in improving productivity of the maintenance staff.

.0 Scope and Limitation

All the data involved employer and employees of YTL Power Services Sdn.Bhd who manage YTL's Paka Power Station only. The information that was given to us includes the strategic view of maintenance and reliability management in power station and methods used by YTL Power Services to increase productivity of the staff. The scope of study is mainly focus on the management approach and the impact of the approach to the organization. Beside that, we were unable to collect all the relevant data in details because of the confidential status of the documents. So, we will try to cover the issue thoroughly but efficiently in order to give a clear view of the management style that being practiced at YTL Power Service ( Paka Power Station ).

Cheap research paper on MAINTENANCE AND RELIABILITY MANAGEMENT IN YTL POWER SERVICES SDN BHD ( PAKA POWER STATION )

.0 Methodology

We have conducted interview session (face to face) with the management; Maintenance Manager; Mr Mohd Mahidi, QA Engineer; Pn Suryati, and Special Task Manager; Mr Alan Munro in order to have a better view .We tried to explore the company's history, vision, mission, performance and the most important part is the way the company manage maintenance and reliability.

4.0 Literature Review

4.1 Maintenance and Reliability

The major dictionary define maintain as cause to continue (Oxford) or keep an existing state (Webster). Moubray, J (11) define maintenance is to ensure that physical assets to fulfill their intended functions. The "intended function" of any asset can be defined in a number of ways, depending on exactly where and how it is being used.

Maintenance is also responding to changing expectations. Figure 1 shows the growing expectation of maintenance since 10's. The evolution of maintenance can be traced through three generations.[1]

THIRD GENERATIONHigher plant availability and reliability.Great safety.Better product quality.No damage to the environment.Longer equipment life.Greater cost effectiveness.

SECOND GENERATIONHigher plant availability.Longer equipment life.Lower cost.

FIRST GENERATIONFit it when it broke

140 150 160 170 180 10 000

Figure 1 Growing expectation of maintenance

The modern view of maintenance is that it is all about preserving the function of physical assets. In other words, carrying out tasks that serve the central purpose of ensuring that the machines are capable of doing what the users want them to do, when they want them to do it. The possible maintenance policies can be grouped under four heading viz.[]

q Corrective wait until a failure occurs and the remedy the situation (restoring the asset to productive capability) as quickly as possible.

q Preventive believe that a regular maintenance attention will keep an otherwise troublesome failure mode at bay.

q Predictive rather than looking at a calendar and assessing what attention the equipment needs, the workers should examine the 'vital

signs' and infer what the equipment is trying to tell us. The term 'Condition Monitoring' has come to mean using a piece of technology (most often a vibration analyzer) to assess the health of the plant and equipment.

q Detective applies to the types of devices that only need to work when required and do not tell us when they are in failed state e.g. a fire alarm or smoke detector. They generally require a periodic functional to ascertain that they are still working.

Apart from detective maintenance, the central problem that companies have struggled with is how to make the choice between the other three. This has led to the increasing interest within industry in two strategies, which offer a path to long term continuous improvement rather than the promise of quick fix. These are Reliability Centered Maintenance (RCM) and Total Productive Maintenance (TPM). Two strategies, although having similar names, actually have very different strength.

4. Reliability Centered Maintenance

Reliability Centered Maintenance (RCM) was created to provide guidelines on monitoring equipment and their failures and how to schedule maintenance tasks and what frequencies to prevent unit malfunction []. It is not a mathematical

formula. Instead, it is a method by which a company can use its failure data, system design redundancies and operating experiences to develop a flexible and cohesive maintenance design. RCM is being used more frequently in the electric utility industry because it is a cost effective approach to achieve equipment reliability. With the advent of independent System Operators and sanctions for equipment downtime, utilities must re-evaluate routine maintenance practices and think in terms of increasing equipment performance.[4] According to Jack McMahon, this RCM (reliability centered maintenance) approach can avoid the repetitive maintenance mode that eats up profits.[6]

Moubray (11) devided the RCM analysis process by five parts

PART ANALYSIS CRITERIA

Part 1 The Plant Register

Part Failure Modes & Effects 1. Functions. Performance Standards. Functional Failure4. Failure Modes5. Failure Effects

Part Consequences 1. Hidden Failure. Safety & Environmental. Operational4. Non-operational

Part 4 Task 1. Scheduled Restoration. Scheduled Discard. On-condition

Part 5 Default Action 1. Failure-Finding Task. No Schedule MaintenanceRedesign

Table 1 RCM process analysis

4. Total Productive Maintenance

TPM is a manufacturing led initiative that emphasizes the importance of people, a 'can do' and 'continuous improvement' philosophy and the importance of production and maintenance staff working together. It is presented as a key part of an overall manufacturing philosophy. In essence, TPM seeks to reshape the organization to liberate its own potential.[]

The modern business world is a rapidly changing, so the last thing a company needs if it is to compete in the global marketplace is to get in its own way because of the way in which it approaches the business of looking after its income generating physical assets. So, TPM is concerns with the fundamental rethink of business processes to achieve improvements in cost, quality, speed etc. It encourages radical changes, such as

q Flatter organizational structures fewer managers, empowered teams

q Multi-skilled workforce

q Rigorous reappraisals of the way things are done often with the goal of simplification.

5.0 Findings

5.1 Company Background

YTL Power Services is a multi-disciplinary services company registered in Malaysia , specializing in the operation and maintenance of power stations. YTL

Corporation Berhad and Siemens AG of Germany up to the end of 001 jointly own the enterprise. From 00 the company ownership is 100% YTL Corporation. The company had its origins in Malaysia's newly competitive power industry, which was transformed in early 10's by privatization and the arrival of independent power producers. The company manages the entire range of operation and maintenance ( O&M) activities for YTL Power's two Malaysian power stations , which together generate about 1% of the electricity consumed in Peninsular Malaysia. YTL Power Services also provides engineering expertise to other power projects in the region. Technology transfer is built into the structure of the company and has been the guiding philosophy behind its formation and growth. YTL Power Services is a modern company operating in a high technology environment and the use of the latest equipment and techniques for maintaining and running combined cycle gas turbine power plants is integral to the company's organization. The primary objective of YTL Power Services is to operate and maintain power stations with optimum availability, efficiency and profitability in this competitive market.profitability in this competitive market.

Figure YTL Power Station in Paka

5. Performance Record.

A measure of the performance of YTL Power Services can be seen in the results from the Paka and Pasir Gudang plants over the first years of commercial service. As base-load stations they provide power around the clock, so they must achieve high reliability and availability. The time availability achieved at both stations is good by industry standards.

Table Time availability achieved at Paka Station and Pasir Gudang Station

Over seven years of operations at the power stations, YTL Power Services have comfortably met the production targets stipulated by the Power Purchase Agreement ( Figure )

Figure Target and achieved production

5. Strategic View Of Maintenance and Reliability Management practices in YTLPS

5..1 Implementation of Reliability Centered Maintenance (RCM)

From our interview session, we found out that YTL Power Services ( YTLPS) has adopted and practiced a sensible framework for making choices known as reliability centered management. Luckily we managed to interview the person responsible in introducing the RCM in YTLPS; Mr Alan Munro who is currently appointed as a Special Task Manager. He oversees the implementation of RCM and responsibles of the RCM training for the employees. The RCM program was started in YTLPS about six years ago. Apart from the tight and busy schedules for the power station personnel (because the plant were in the final commissioning stages and just starting full-scale commercial operation) it was decided to give RCM a high priority so that principles could be established at an early stage and built into the station procedures. The program completed in about years time and the impact on the plant's reliabilities was outstanding. The next three years, YTLPS concentrated on revising the earlier implemented RCM so that they can determine and solve any problem occurred. From the interview session also , we were clarified by Mr.Alan Munro that the methodology of RCM analysis was to consider the function and failure modes of each item of equipment and to formulate

a maintenance strategy that us directed towards maintaining equipment only when it needs maintenance and maintaining only those items which need to be maintained. The decision diagram is shown in figure 4.

Figure 4 RCM Decision Diagram

5.. Introduction of Condition Monitoring

When RCM was first time introduce in YTLPS , the personnel felt that RCM will not be successful as it does not explain how to expedite the time to monitor or check the equipment . The traditional methods might require the personnel to dismantle the equipment to seek for any problems and corrected. But if the equipment is still under a good condition and does not require maintenance at that time, it is just a waste of time putting so much effort just to ensure the equipment needed maintenance or not. This traditional method definitely not a cost effective as it require a large amount of time to be spent for each equipment to fulfill the RCM requirement. The difficulty to determine the correct equipment that needed maintenance leads to the introduction of the three techniques to expedite and simplified the work. The RCM program was then combined hand in hand with a condition-monitoring program to reinforce the data behind the analysis. There are the three techniques being practiced by YTLPS to monitor equipment conditions

a) Vibration monitoring

Special test equipment that can display and measure the vibration signal is used. Although the equipment very costly , but the benefit of using it is enormous as the location and the condition of the equipment will be easily determine and decision can be made upon the results.

b) Thermography

This method is conducted using an infra-red camera to capture the inner image of the equipment and the condition will be known whether it requires maintenance or not , or the maintenance can still be scheduled on the next plan shut down .

Figure 5 A technician using infra red camera to see the inner image of equipment.

c) Oil monitoring and analysis

This methods required the sample of oil taken from the equipment and will be analyzed by the chemist.

5.. Total Productive Maintenance

The implementation of RCM and condition monitoring largely carried by YTLPS's own staff has led to increased the plant availability, shorter

durations shut downs and improve reliability of equipment. This successful achievement needs to be continuously maintained and retained. In order to maintain the achievement and retain the skillful and experience workers, YTLPS has adopted a few program to increase the employees' productivity and motivation. They have imposed a total productive maintenance program for the staff that include

a) Workers' Improvement Team (WIT)

The team is made up by 5 to 6 employees from various department of the company in which comes from the three places; YTLPS in Paka , YTLPS in Pasir Gudang and YTL Corporation based in Kuala Lumpur. A project will be assigned to each group and experience and competency of each group member is required to solve any problems that occurs and implement the solution. From this WIT program, workers will share their experiences, views, information and knowledge that will be used to carry out the assigned project. This method is known to be the most effective way in increasing employees' leaderships, self esteem, and the most important thing it definitely lead to the improvement in productivity as the workers become more effective and efficient in solving the similar problems occurs later on.

b) Training Program ( in house training and external training )

As a service company in a high-tech field, YTLPS recognizes the critical importance of training. All staff have received intensive training in combined cycle gas turbine technology by Siemens , technical staff assisted closely with plant commissioning to gain on-the-job training. Training also being provide on the implementation of RCM so that every staff involved will be familiar with the system. Training is a continuous process. A Training Needs Analysis programme regularly monitors and addresses employees' training needs to ensure that they will continue to be well equipped for the job. Engineers and technicians are encourage to apply for and trained for government issued Certificate of Competency , above and beyond the statutory requirements.

6.0 Evaluation and recommendations

6.1 SWOT Analysis

A. External Threat and Opportunities

q YTLPS is a company with a solid future. As Malaysian progresses, electricity supply becomes still more important for the country's development.

q YTLPS will benefit from the plans of its Malaysian parent company. YTL Corporation sees the power sector as an important growth area, and is evaluating other opportunities in the Asia region and beyond.

B.Internal Strength and Weaknesses

q The culture of maintenance for reliability and the attitude preventive better than cure in the YTLPS.

q YTLPS is a modern company operating in a high maintaining and running combined cycle gas turbine power plants is integral to the company's organization.

q In June 16, the quality system officially received the coveted ISO 00 certification from SIRIM, making YTLPS the first power station O&M company in Malaysia to achieve company wide registration.

q On 16 December 00, YTLPS was the first organization in Malaysia to have been granted the ISO 001000. The certificate issued to YTLPS bears the Malaysian Accreditation (DSM) logo, which signifies that, is not only recognized nationally but also worldwide.

q YTLPS has a very low staff turn over rate.

q YTLPS has the expertise. The YTLPS staffs coming from a variety of technical backgrounds, they had been carefully selected to build up a multi-skilled and flexible team of O&M specialists.

q The RCM team always giving full commitment by attending the meeting and aggressively participating in their projects.

q The management was successfully developed the plan and strategies of RCM program by appointed a consultant to train the staffs, properly

schedule RCM program and have been gave full commitment to ensure the implementation and the effectiveness of RCM.

q RCM is an effective method that leads to greater safety and environmental protection in maintaining plant.

q RCM leads to improve operating performance by achieving the efficiency and reliability of the plant operating.

q RCM is an effective tool to achieve the maintenance effectiveness.

q RCM provides a comprehensive, reliable and fully documented record of the maintenance requirements of all the significant assets used by the plant.

q RCM helps to improve motivation of individual that are involved the maintenance and operations work.

q RCM is a tool that should be used selectively for critical and very complicated systems and equipment. It is not a complete reliability and maintenance system.

6. Recommendations

q Above all the good performance shown by YTLPS , it is still required for the company to continuously focus on the employees. Employee's career development should be viewed as on of the factors to retain good employees as the company's valuable assets.

q Integrated system's maintenance that consist of computer-aided implementation and documentation is highly recommended. The advantage of this system is reproducibility on the basis of selected criteria and the fact that the company' s maintenance expertise is preserved.

q Increase capability of maintenance personnel. A significant upgrade in the level of maintenance personnel should take place to keep pace with new technologies and responsibilities. Successful maintenance operations should continually upgrade the skill level of crafts people through effective recruiting with higher standards and through more effective craft-training programs. Pay increases should be more directly linked to performance and demonstrated competency levels in required craft skills.

q Initiate craft skills development to enhance human capital. Successful maintenance operations should continually assess craft training needs and provide effective skills development through modern technical learning systems and competency-based development of required skills. A complete assessment of craft training needs should be accomplished to identify priority areas for skill development. Skill development should be competency based to provide demonstrated technical capabilities for each craft skill. The successful maintenance operation should develop an ongoing program for craft skill

development. Continuous maintenance education based on modern technical learning systems should be viewed as a sound investment and an important part of continuous maintenance improvement.

q Develop PRIDE-People Really Interested in Developing Excellence in maintenance. Maintenance operations in the YTLPS should experience fundamental improvements in work ethics, attitude, values, job performance, and customer service to achieve real pride in maintenance excellence. Successful maintenance operations should have leadership that instills PRIDE and creates inspiration, cooperation, and commitment throughout the organization. Tangible savings and improvements should occur as a result of continuous maintenance improvement.

q Establish effective maintenance planning and scheduling. Customer satisfaction and the utilization of available craft time should improve through more effective planning and scheduling systems. Developing better systems should be a top priority for YTLPS maintenance operation. As reductions in breakdown repairs occur through effective preventive and/or predictive maintenance, the opportunity to increase planned maintenance work should result. Maintenance and operations should work closely to schedule repairs at the most convenient time. Maintenance should become more customer-oriented and focus on achieving greater customer satisfaction by completing scheduled

repairs on time. The utilization of craft time should increase as levels of planned work increase and as the uncertainties and inefficiencies associated with breakdown repairs are reduced.

7.0 Conclusion

Maintenance is one of the areas in which there is most potential for power utilities to cut costs. It is possible to implement an optimum maintenance strategy if the condition and importance of equipment can be determined cost-effectively. In other cases, an alternative strategy must be implemented in accordance with the relevant terms of reference. Therefore YTLPS has successfully set up and implements the company's strategic view on the maintenance and reliability management. YTLPS is a company with a solid future. As Malaysia progresses, electricity supply becomes still more important for the country's development, the IPP license for the YTL Paka power station runs for 1 years, which very much requires the plant to be maintained efficiently and economically.

Bibliography

[1] Moubray, J (11).Reliability Centered Maintenance, Butterworth-Heinemann Ltd , Oxford

[] www.maintk.com/what-is-tpm.html

[] Jones, R. B. (15), Use RCM To Identify Real World Risk , Journal of Plant Maintenance vol 74 , Issue 10

[4] Schurman, D (1). Reliability Centered Maintenance vol xxi No.4 December

[5] Schurman, D (1).Reliability Centered Maintenance vol xxi No November 1

[6] Williamson, M (1). Mills Partner With Seal Manufacturers to Reduce Process Costs, Achieve ROI ,. Pulp & Paper , 0004081,Vol 7

[7] Thompkins, James, A (00). Maintenance Must Be Seen As Priority, Plant Engineering, 0008X,Vol 56, Issue 5

[8] Heizer, J (001). Operations Management. New Jersey , Prentice Hall

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