Reinvest in R&D

To what extent is it necessary for companies to reinvest profits in research and development? In the past 20 years, intellectual property has been highly respected in the world. In other words, there has been a majority of companies that paid more and more attention with regard to the performance of department of research and development (R&D), and especially for technologic corporations that own the fast product-life-cycle. Despite the fact that some people will argue whether reinvesting more source in research and development is successful strategy or not, an important issue for management studies would be normally discussed to be to what extent companies have to reinvest in research and development. This essay will seek to discuss some solutions of a number of large technologic companies form different views and also try to find the optimum one. Firstly, there are two solutions will be discussed. Secondly , They will be compared each other. In the end, the essay could summarize that which solution is the best. One way of solving the problem would be to undoubtedly reinvest a significant amount of profits in R&D, even if it may occupy more 15% of the revenue. In fact, John Madden (2010) emphasized that â€Å"Most successful companies reinvest 3-6% of net sales into research and development† and some companies in the specific industries would arrive at 15% of revenue into R&D. In addition, according to Chesbrough, H. W. (2006: xix), â€Å"Internal R&D was viewed as a strategic asset and even barrier to competitive entry in many industries†. In particular, those enormous technologic corporations with considerable capitals and extended schemes of R&D could compete, such APPLE, IBM and HTC. Therefore, it could be said that the solution entirely agree R&D is a vital cycle and asset in developing company. Evidence indicates that most products of technologic corporations be probably own shorter product-life-cycle. As a result, R&D will allow the company to create new products continually. Following that, company makes a majority of profit form these new products. For example, ADES stated that more than 60% of revenue of Xerox earn from the new products that launched in the past two years. Moreover, investing R&D oneself will control the main techniques and put up the higher barriers to control competitor’s entrance. For instance, Apple enterprise continually devotes to discover new technology to take out enormous intellectual patents and then raise their competitiveness. On the other hand, firms need to spend huge time money and manpower to participate in the process of R&D and some companies that want to reinvest in R&D must ante up bigger risk. Unfortunately, this investment may be frequently sunk costs. A number of businesses fail and go bankrupt in the bad condition. On balance, it is not only unsuitable methods for all enterprise, but it is not unique answer. Another way to solving the problem would be to stop any investment of R&D. This is to say, the corporations do not have to reinvest any resource into R&D and also do not need to organize the department of R&D oneself. However, it does not mean that they must not acquire any new techniques and products of next generation. They just utilize some methods or strategies to gain a number of technology what they want, such as technical authorization, technical transfer, outsource R&D, hire consultants and enterprise merger and acquisition. To a certain extent, there are probably noticeable advantages in this solution. Firstly, the firms just spend lower cost to gain new technical knowledge and then finish the mission of R&D. Secondly, this should be able to compress the time of researching new technical knowledge and also shorten in the procedure of developing the coming products. Furthermore, the brilliant product could be successfully launched at the good timing. In contrast, evidence indicates that the strategy of utilizing outsource seem to be marked difficult for how to execute deeply it. There is one instance of enterprise merger and acquisition of exploring the post-acquisition integration risks. According to Chen, C. H. and Shih, H. T. (2008), Whether the mission or vision of the both company is the same or not will be a vital factor. The reason totally affects the success of an acquisition. In addition, how to find out and to purchase the primary techniques is also an obvious problem. Clearly, this method has some strengths and weaknesses, thus below two will be evaluated as follows. Both methods have probably offered most corporations to solve the R&D problem. Similarly, all of them agree that the importance of R&D and utilizing new techniques in the company. Moreover, there are also the similar risks in both ways. Tassey (1997) stated that uncertainty of R&D is â€Å" the inability to estimate the reward and risk. † On the other hand, one of their different points is the speed of exploiting new product. This would seem to be the way of cooperating other R&D institutions. The other one could be whether they can control the key techniques to persistently maintain core competitiveness of the enterprise or not. According to Porter (2004:164), â€Å"Technological change is one of the principal driver of competition. It plays a major role in industry structural. † technological As for that, organizing own R&D might be an appropriate way. Overall, how to keep the main technical knowledge is a very vital around growing energy and supporting stable profit of most firms. Despite the fact that outsourcing can help corporations acquire rapidly knowledge, reinvesting income in R&D by themselves is apparently better. Obviously, every method has different characters to solve the R&D problem. So people should understand the situation of the companies themselves before choosing the solution. All in all, it is difficult to clearly identify what extent is suitable to plow revenue in R&D related to the large technologic companies to and decide the best way to solve this problem. However, Here there are two methods to solve the problem in this essay. The best way seems to be the first one. It could be said that should do their own individual R&D seem to be one of competitive capabilities in a firm, and then it may affect the growth of a company in the future, such as launching latest production and recognizing new marking. Nevertheless, they should estimate the overall risk before deciding that. References: ADES (2008) Invest in R&D, It’s vital for your business’ survival. (school practitioner). ADESBLOG Weblog [online] 5th March. Available from: http://www. adesblog. com/2008/03/05/invest-in-research-and-development/. [Accessed 22/8/11]. CHEN, C. H. and SHIH, H. T. 2008) Mergers and Acquisitions in China: Impacts of WTO Accession. United Kingdom: Edward Elgar Publishing Limited. CHESBROUGH, H. W. (2006) Open Innovation: The New Imperative for Creating And Profiting from Technology. United States of America: Harvard Business School Publishing Corporation. MADDEN, J. (2010) Research and Development- reinvestment in innovation [www] Airborn Electronics. Ava ilable from: http://www. airborn. com. au/spec/econ. html [Accessed 22/08/11]. PORTER, M. E. (2004) Competitive Advantage. New York: Free press. TASSEY, G. (1997) The Economics of R&D Policy. United States of America: Quorum books.

Challenges of Management Essay

Management is an important organ of the modern society. The decisions of management in government, business and other organizations constitute a powerful social force which is vital to the effective functioning of the contemporary society. Management is that organ of the society which is given the responsibility of making the productive use of resources for the betterment of the society. The term ‘management’ is also used to represent an organized body of knowledge which enables the ambitious executives to acquire and master the skills needed to discharge their responsibilities effectively. This body of knowledge should not be taken as static. It should be studied in the light of socio-economic, political, educational and other changes. These changes make it appropriate (even mandatory) to re-examine the role of modem managers. Modern managers have the responsibility to devise the management practices to meet the new challenges and make use of the opportunities for growth of the organization. Change is an important feature of modern organizations. Significant changes take place every day in social, technological, political and other aspects of modern world. However, the recent spate of changes in the economies of the world caused, by creation of World Trade Organization (WTO), economic liberalization and trend towards globalization of economies have brought many opportunities and threats for the modern organizations. No manager can afford to ignore such changes; rather he has to make use of them to his advantage. In other words, he has no option, but to accept the challenges. To be successful, the manager must try to forecast the changes because of the following reasons: i) The changes in business environment will have a considerable impact on the theory and practice of management. Experience that once provided a sense of security to preceding generations of managers may be of little comfort to future managers. New problems will arise which may render the old principles and practices of management obsolete and call for evolving new theories and practices. (ii) The effective handling of change calls for latest information and new skills on the part of managers. Those who prepare themselves for challenges in the future will find many opportunities for growth and expansion of their business. During the last two decades, there has been a phenomenal growth in Size and complexity of organizations in every field, be it Government, religious, educational, medical, military or business. In fact, an increasing proportion of all our activities occurs within the boundaries of these complex organizations and in that sense, we have become truly a ‘organizational society’. Management concepts and practices, organization structure and behavior have responded to these changing influences. This chapter aims at sketching out a framework for looking at the future of management of organizations and analyses the important forces at work in this regard. The important areas which would create challenges for the management are as follows: 1. Social environment. 2. Economic environment. 3. Technological environment. 4. Physical environment. 5. Political environment. 6. International environment. The trends of these environments and their relevance for the future manager are discussed below. Population Explosion. Population of our country and of the world is increasing rapidly. This will require new jobs, more product’s, new methods of production and distribution and new modes of living. The population mix will also change. There will be an increase in the proportion of older people due to increase in the average life span. This will affect the demand for products of many organizations. b. Educational Level. The governments of various countries have been taking steps to eradicate illiteracy and to increase the educational level of their citizens. Educated consumers and workers will create very tough tasks for the organizations in future. It would become really difficult to satisfy enlightened consumers whose behavior would not be predictable. The workers will be better organized and compel the organizations to safeguard their interests and to allow them to have say in their management. c. Leisure Time. People will have more leisure time because of reduced working hours, increased automation and quick means of traffic and communication. The effects of this trend are many and varied. For some people, more leisure time means higher spending in pursuits of leisure which will encourage the growth of tourism, fast food and entertainment industries. For others, it means an opportunity for earning more by doing some part-time jobs. d. Public Opinion. Public Opinion about business will shape the attitudes of future managers. If the people have distrust in the market system, they will prefer governed controls to free competition. The opinion is going to be very complex because of changes in values of society, increased international competition, rise of consumerism use of industrial robots, etc. . Changes in Economic Environment (Globalization and Liberalization) the degree of resource exploitation will have a direct bearing on the economic environment and through this on the business. As is obvious from the present trends, physical environment will not remain confined to land only, but would extend to oceans and space also. In future, oceans will be developed via farming and mining operations; and space flights and missions will concentrate on studying causes of changes in atmospheric conditions and finding reserves of natural resources in land and water. Economic conditions in India are changing at a fast speed because of Government’s policy of liberalization of industrial licensing and foreign direct investment and also the creation of World Trade Organization (WTO). There is now increased emphasis on the globalization of economy. The Indian managers will have opportunities of raising capital from foreign markets, distribute their products internationally and start industries abroad. Business competition will no†¢ longer be restricted to national boundaries. It will become international because of growth of multinational corporations. Big organizations will continue growing through diversifications and take-overs. Despite growth of giant corporations, opportunities for small business will not be reduced. Small firms will be needed to serve as feeder to large ones and to supply non-standardized goods. All these will increase the complexity of decisions in the future. 3. Changes in Technological Environment Technological changes will affect management in the future in terms of heavy investment in technology, understanding the principles of production and their consistent application, and effects of technology on markets. In future, all big organizations will be actively engaged in technological forecasting. Automation and information technology will assume new proportions as discussed below: (a) Automation. Automation has created several problems. Jobs have become routinized and unchallenging. Introduction of industrial robots has created a feeling of job insecurity among workers. Once industrial robots take over from workers, the primary task of the workers would be to set up production runs, to program the robots and to run them under computer control. Thus, future organizations will have highly automated man-machine systems. (b) Information Technology. There will be remarkable impact of computerized information systems on management. Firstly, there will be Use of electronic equipment to collect and process data. Secondly, Computers will help application of quantitative techniques to management Problems. Thirdly, there will be simulation of higher order thinking though computer programmers. Thus, improved and innovative use of information technology would be an essential factor in future management. In view of the fact that information technology will challenge many long-established practices and doctrines, we will need to rethink some of the attitudes and Values which we have taken for granted. In particular. we may have to reappraise our traditional notions about the worth of the individual as opposed to the organization and about the mobility rights of young men. This kind of inquiry may be painfully difficult, but will be increasingly necessary. † It may be noted that technological changes are not an independent force. They overlap the social changes . nd affect the organization relationships. For instance, improved technology would reduce total employment which will create social reactions. Further, the efficiency of managerial personnel and professionals like doctors, chartered accountants, engineers, etc. would increase considerably because of advancements in technology. 4. Changes in Physical Environment. Protection of ecology and maintenance of ecological balance has become a major issue these days. This is evident from the rise of several social groups against felling of trees for commercial use (chipko movement) and air, water and noise pollution. The society will no longer tolerate environmental pollution. The typical examples are: closure of several tannery units in Kanpur by the Supreme Court as they were polluting the Holy Ganga and closure of several foundries around Taj Mahal by the Supreme Court as they were polluting the air leading to adverse effect on the whiteness of the national monument. The country cannot allow tragedies like Bhopal Gas Leak Case, 1984 at Union Carbide to occur again. The growing awareness of the people about environment will pose problems before the managers. They will have to study the adverse effects of business operations on the environment and take suitable steps to check all kinds of pollution. Thus, there will be greater emphasis on the development of technology for pollution control and environmental restoration. 5. Changes in Political Environment. There will be greater Government’s interference in business to safeguard the interest of workers, consumers and the public at large. Government’s participation will also pose many challenges before management. The Government may restrict the scope of private sector in certain areas. It does not mean chances of co-operation between the Government and private sector are ruled out. In fact, there will be more and more joint sector enterprises. The fear of nationalization of the mismanaged units will continue. Financial institutions will not be silent spectators; they will take active part in the policy formulation of the firms whom they have advanced funds. 6. Changes in International Environment. Several changes are taking place in the international environment which may have adverse or favorable impact on a particular business. For example, the disintegration of U. S. S. R. aused great miseries for the Indian exporters in the early nineties. Not only their investment was blocked, further exports were also hindered. This compelled the Indian businessmen to explore new export markets. The managements will have to be alert in future to meet the challenges posed by international forces Because of liberalization of industrial licensing by developing nations and reduct ion of economic barriers between nations as a result of GAIT agreement 1993; several changes seem to be imminent in the near future. Multilateral trade among the nations will increase. The role of World Trade Organisation1 I. M. F. , World Bank and other international institutions will change and a new economic order will take place leading to globalization of economies. EMERGING HORIZONS OF MANAGEMENT (Challenges before Future Managers) The changing environment of business is likely to pose the following challenges before the future managers: 1. Reconciliation of Conflicting Demands of Social Groups The organizations are expected to reconcile the conflicting demands of various stakeholders such as owners, employees, suppliers, customers, government and the community. The shareholders or owners of the business want the highest possible return, the workers the highest possible†¢ wages, the consumers the goods at the lowest possible price and the Government wants the highest possible revenue. It would be the duty of management to bring about a compromise among the interests of various parties. The business managers will also have to take care of the expectations of the society such as higher quality, fair trade practices, maintenance of physical environment, etc. If they fail to meet the needs and expectations of the society, it will be rendered difficult for them to survive. The managements of organizations will also have to give due consideration to the human resources working with them. They will have to change their policies to give the workers a greater say an influence in organizational functioning. Latent human capability is the most valuable resource of the organization much more important than physical and financial resources. Increasingly, management will emphasize the importance of human resources and recognize that maintaining a viable psycho-social system is one of its most vital tasks. In other words, the organizations will have to decentralize authority, introduce flexibility in the structure and give sufficient freedom to individuals to take decisions to meet the social, economic and technological challenges successfully. 2. Economic Liberalization The liberalization of the Indian economy has posed the following challenges for the managers : (a) Competition in the fast growing domestic market. Diversification into the core and infrastructure sectors—power, telecoms, roads, ports, insurance, etc. hich was earlier reserved for the public sector (c) Raising India’s exports and share of the world trade. (d) Achieving the vision of becoming India-based Multinational Corporation. 3. Globalization The world has become a small village, thanks to the rapid means of transportation and telecommunications. Satellite transmission has widened the geographical markets. The countries have become interdependent, in terms of technology, capital, purchases and sales. Global, companies buy from the cheapest markets and sell where they can get maximum prices. They carry on production in the country where cost of production is the minimum. In other words, globalization calls for reduction of costs, improvement of quality, expansion of markets and diversification into new areas and markets. Indian companies use not only imported components, but are also selling their finished products to markets abroad. To take advantage of global markets, Indian companies are making strategic alliances with foreign companies. We have Mod i-Xerox, HPL-Olivetti, ICIM-Fuji, Kinetic Honda, etc. Global networking of suppliers, distributors, technical collaborators, ad agencies, etc. is being created. The most successful companies will rely more and more on global integration and networking. 4. Expanding Operations of Business Organizations The changes in environment and technologies during the last four decades have compelled organizations to increase their scope and encompass additional activities. The development of big industrial houses with activities in a wide variety of industri4l fields is a typical example of such expansion of activities of organizations. Industrial giants have accumulated vast financial resources and spread their risks),y branching out into different areas of economic activity. To cope with the changing requirements, such organizations have developed new organizational structure with focus on planning, control and coordination. The managerial systems of these companies are substantially more flexible and dynamic than of the simplified single-product companies. Another facet of expanding frontiers of organizational activities is the spread of corporations outside the national boundaries. These corporations are known as multinational or transnational corporations.

DQ1 CK and DQ2 DW Comment to peer Response Sec1w9 Assignment

DQ1 CK and DQ2 DW Comment to peer Response Sec1w9 - Assignment Example Quilts did not qualify for copyright protection because its purpose was functional. I agree with you that quilts are considered a part of woman’s history in America. There is definitely artistic talent associated with quilt making. The terms of copyright protection in the United States are standardized. â€Å"As a general rule, for works created after January 1, 1978, copyright protection lasts for the life of the author plus an additional 70 years† (Copywright, 2010). In your response you mentioned how copyright have evolved over the years. As you stated in your response copyrights have gotten to the production phase today. The application of copyright today includes many things including music CDs, movie DVDs, books, and website among others. Piracy is a huge problem that is hurting copyright protection in today’s economy. Piracy can be defined as an unauthorized reproduction or use of a copyright book, recording, television program, patented invention, or trademark product (Dictionary, 2011). A country that is breaking a lot copyright laws is China. It is hard or virtually impossible for American companies or the government to do anything about the piracy explosion in China. Back in the 19th century when quilting was very popular in America nobody could foresee how technological advances were going to change the world. â€Å"A quilt is a treasure which follows its owner everywhere† (Klein,

ADVERTISING CAMPAIGN Assignment Example | Topics and Well Written Essays - 750 words

ADVERTISING CAMPAIGN - Assignment Example All these factors are combined together while developing a strong brand image in the industry. Purina Pet Care is a brand of Nestle that offers quality food for dogs and cats. The company designs all its advertisement campaigns in a manner that outlines its products to be of superior class for all pets. Purina Pet Care desires to establish a strong brand image so as to ensure that it is number one choice of all pet owners. Their target market is growing and young families who are inclined towards having more than one pet. In all Purina Pet Care’s advertisements main focus is pets and their owners. One of their recent campaigns had a tagline â€Å"a dog food you can rely on†. This statement clearly states that Purina Pet Care considers them to deliver superior quality dog food in America. A new advertisement campaign can be designed by the company in order to highlight additional features which cannot be easily imitated by competitors. The main objective of this campaign is to state their image of a top brand and outline quality ingredients which safeguard health of pets. The brand Purina Pet Care is part of a famous global brand known as Nestle. Every year the company invests lump sum amount in advertising activities so as to create long term impact on target audience. This campaign would be mainly for newspapers since it is appropriate media to communicate brand message to target segment. A budget of $10M can be allocated for this campaign encompassing ad designing, broadcasting, etc. The frequency rate of this new campaign also would be increased. This shall be done to ensure that advertisement campaign triggers in consumer mind. It is often observed that external information obtained through word of mouth or advertisement campaign plays a vital role while making final purchase decision. In intense competitive market place Purina Pet Care can sustain its brand position through designing innovative advertisement campaigns and broadcasting it a

Innovation in turbulent times Essay Example | Topics and Well Written Essays - 3500 words

Innovation in turbulent times - Essay Example Same way it is difficult for a mobile phone manufacturer to sell mobile phones with the phoning option alone because of the entry of advanced mobile phones with advanced features like, audio, video recording, internet surfing options etc. â€Å"Radical innovation is crucial to the growth of firms and economies. Firms at the leading edge of innovation tend to dominate world markets and promote the international competitiveness of their home economies† (Tellis et al). For example, Microsoft has innovated new operating system windows for personal computers around two decades before. They were succeeded in monopolizing the world software market thereafter. Even though the introduction of Windows operating system brought market leadership to Microsoft, they never stayed inactive. Periodically they modified the Windows operating system based on the technological growth and the changing requirements of the customers. The recent global recession has revealed the fact that only innovat ive organizations may have better future in the highly competitive world. Innovation is the bread and butter of organizations. Moreover, the future of many organizations depends on their ability to innovate because of the tough competition in the market. In short, innovation is the much needed entity for the organizations to exist in the current globalized and highly competitive business world. ... The leadership needs to play an active role in the innovation process. Leadership styles and functioning are undergoing drastic changes at present in order to encourage the employees to come out with innovative ideas. It is difficult to anticipate that every worker will contribute innovative ideas; however, the chances of at least few workers providing some innovative ideas are bright for all the organizations. In order to encourage the workers to come out with new ideas, most of the current organizations are giving ample freedom to the workers. Autocratic styles of management have given way for democratic styles of management in order to increase the worker involvement more in the innovation process. However, still some prominent companies are not considering the worker involvement necessary for the innovation process. Apple Company is one best example for that. Apple always develops new products secretly and they are not giving any ideas about the new product they are going to deve lop to their employees. Only the concerned people will know about such things. â€Å"A leader who believes in Trend Spotting and believes in capitalizing on emerging trends and technologies can set the example for staff to create an openness that new ideas and trends are brought forward† (Innovation Perspectives - Leader's Role in Trend Spotting). Trend based innovation is another major thing developed in the business world in the recent past. For example, Apple has recently introduced its touch screen phone (iphone) in the market and it became a huge success. After watching the customer trend towards this type of touch screen phones, Nokia, Sony and Samsung like big companies also immediately introduced their

Attachment Theory Essay Example | Topics and Well Written Essays - 500 words - 1

Attachment Theory - Essay Example Children with attachment disorders suffer hardships in relating with others and cannot deal, effectively, with their emotions. There exists a wide variety of attachment issues depending on how disturbed a child is emotionally. These include conduct, attention deficit hypersensitivity, bipolar disorders among others. Circumstances surrounding the causes of attachment issues, at times, are unavoidable. However, the child is too young to comprehend that which may be happening and the reasons behind it. To the child, it may seem like nobody cares and thusly lose trust in others. Symptoms of attachment disorder include avoiding physical affection, anger, lack of remorse, enjoy being in control, and withdrawal. Provision of relevant education on how to deal with attachment-disordered children should be considered. This primarily targets parents with attachment-disordered children as an essential step towards reversing its effects. New parenting skills are impacted to help in healing the maltreatment experienced during the child’s early life, assisting them secure attachments with their current caregivers. In addition, this creates a foundation of new trust, which is necessary for successful relationships in all aspects of life. Research has indicated that attachment parenting requires one to understand the concepts of regulation dysregulation, which refer to the physical and emotional state of the child (ATTACh, 2008). While in a regulated environment, children can learn at their best since, they have a flexible experience and can manage a range of emotions without being overwhelmed. In addition, the child becomes more receptive, calm and can process thoughts and feelings. It is also critical that parents maintain a position that reflects the notion of being wiser and more mature that the child. It is essential that the parent assist the child in making sense of an

Poverty in India Research Paper Example | Topics and Well Written Essays - 2750 words

Poverty in India - Research Paper Example About 29% of the population lives below the national poverty line; other estimates2 that are the indication of the current situation of India which will be used for further analysis of the situation include the infant mortality rate is 62 per 1000 births; child malnutrition for under 5 years old is 47%; around 86% people have access to an improved water source, and literacy is supposed to be around 61%. India was basically an agriculture based economy, in the year 2005, agriculture's proportion to GDP has been declining as the economy is progressing and agriculture was 18.3% of GDP and showed a growth was 6% year on year basis, industries' contribution was 27.3% and it posted a growth of 9.4% in which manufacturing grew at a rate of 9.1% whereas services now comprises more than half of GDP by contributing 54.4% to GDP and growing by 9.9%. Today, India faces problems such as escalating population and growing income inequalities; thus poverty remains quite a serious problem; although some social and demographic factors might seem to show some positives when compared over the years since India's independence in 1947 from the British rule. India: Poverty Retreats with Globalization's Advance (Nayar)3 suggests that with globalization of the world and the opening doors of the economy, India has shown a considerable growth has improved its own economic position. The reason for this is attributed to the deregulated policies that have now welcomed the multinationals to the country which has spurred the growth, employment, foreign direct investment into the boundaries of the country. But, the author still argues that with all the changes or step towards improvement is not quite visible in the masses of the country; that is the effect is not quite trickled down to the lower economic classes and only the top 20% have been benefiting from it. Though much of deregulation and liberalization have occurs but measures that are most reflective of poverty reduced situation has not shown quite remarkable improvements as reflected by calorie intake etc. Strategies for Combating Poverty in India, as mentioned earlier that the biggest challenge countries like India are facing today are to combat poverty; this article also highlights the same issue and discusses some of the ways poverty can be tackled in India. The article pinpoints that it is the policies of the government, and its priorities that are irrational and misplaced respectively; therefore, government over these last many years has failed to get rid of such a menace from the country. According to the author is important that the government should channel national resources in the right manner and to the desired objectives; first recommendation relates to unemployment, and suggestion is made regarding the law which should guarantee employment to be enacted, and if the state fails to provide employment then minimum wages in lieu should be paid to the unemployed too. Next, it suggests that for people it is necessary to develop skills, increase their productivity in areas inclu ding, health, education, agriculture, infrastructure, technology etc. because according to the author poor are poor because they lack such skills and there is no focus on their skill development. Poverty in India (Jaya)4 states the measures of poverty in India. The article points out that the most popular estimate of poverty measure is by making use of household consumer

What is the value of computerized medical records for patient care Essay

What is the value of computerized medical records for patient care - Essay Example In this regard, it is claimed that computerized medical health records reduce the costs as well as the time associated with maintaining paper records (Rozenbluma et al., 2013). In addition, it is claimed that computerized medical records streamline workflow process, promotes the quality of patients’ care as well as patients’ safety (GE Healthcare, 2011; Rosen, 2010). Caffrey & Park-Lee, (2013) propagated that computerized medical records provide a significant advantage in the overall â€Å"implementation and evaluation processes† of patient health, which is the major pitfall in the traditional system (Caffrey & Park-Lee, 2013). In addition, computerized medical records are advocated to ensure more reliable and complete medical records, which in turn increases the reliability of health care delivered to the patients. Besides, data that are stored in the form of computerized medical records can be retrieved quickly, which further supports the clinical decision maki ng. Precisely stating, the benefits associated with computerized medical records are argued to be substantial to patients, clinic practices, physicians and health care service providers in the current health care industry (Healthcare IT News, 2005; Wang et al., 2003). Rozenbluma, R., Donzà ©, J., Hockey, P. M., Guzdar, E., Labuzettaa, M. A., Zimlichmana, E., & Batesa, D. W. (2013). The impact of medical informatics on patient satisfaction: A USA-based literature review. International Journal of Medical Informatics, 82(3), 141-158. Wang, S. J., Middleton, B., Prosser, L. A., Bardon, C. G., Spurr, C. D., Carchidi, P. J., Kittler, A. F., Goldszer, R. C., Fairchild, D. J., Sussman, A. J., Kuperman, G. J., & Bates, D. W. (2003). A cost-benefit analysis of electronic medical records in primary care. The American Journal of Medicine, 114,

High School vs College Essay Example for Free

High School vs College Essay A good education is an important part of one’s life. To achieve a good education, one should attend both high school and college. Although some people think high school has a lot in common with college, I find them to be very different. After graduating from high school, I enrolled into college and noticed that there are many differences between them. A few of these differences include the amount of work given to the students, and the attitude and responsibilities of the teachers and students as well. First of all, high school is the first step to a higher level of learning. This place equips us with the proper knowledge needed in order to survive college and other higher levels of learning. The topics being taught in high school are generalized in basic Math, Science, English, foreign languages, and many other subjects. The students are more relaxed and their responsibilities are not that complicated and heavy in a sense that there are fewer requirements and their due dates are not immediate. High schools have been criticized for not giving enough homework or assignments to its students. The main contrast between the two educational institutions is the workload that is given to the students by the teachers. While I was attending high school, I could go days without having any homework during the entire week. High schools are characterized for assigning a single homework assignment or task per class or even per day. On other hand, there are many ways in which the attitudes of the teachers in high school differ from the attitudes of the teachers in college. In high school, the majority of the teachers seem to be stricter and have more rules for the students to follow. High school teachers are responsible for making sure each student obeys those rules to the fullest extent and carry out disciplinary ac tions for those who do not obey them. One example in which a teacher has taken on a disciplinary action was when students were tardy or skipped their scheduled class, the students usually received detention along with an F for the day. I have also noticed high school teachers have strict rules to obey given to them by a higher authority. These rules include no eating or drinking in class, and sometimes not even chewing gum. Another way in which the attitude of the teachers differ is that in high school the teachers seems to be more responsible for what they say and have to make sure they do not curse or say something that can offend a student. If a high school teacher offends a student, the  student has the privilege to complain to the principal, and most of the time the teacher has to take full responsibility. Furthermore, the attitude of students in high school and college also differs greatly in ways such as their dedication to schoolwork and to learning. High school students believe they most attend to class because they are being forced by the law or because their parents insist them to attend, and not because it helps for their future. The majority of high school students start the school year with excitement, but as the time goes, they become frustrated and bored. They begin questioning why they are in school, or what the purpose of doing homework is. While I was in high school, I had the opportunity to notice that many students prefer to goof during class time rather than doing their assignments. For the most part, high school students do not take their courses as seriously as they should. Moreover, there is always a class clown or someone tending to sleep, or even carrying a private conversation with other classmates during lectures. In contrast to high school, college is very specific and cautious about studying. In college, I was told by one of my instructors that a college student is expected to study for three hours a week, per credit. The subjects a student will learn and discuss are much more specific since you finally chose a career path you will take in the future. College students are notorious more mature, but also more responsible causing their workload to be more complex and heavier. Responsibility encourage changed for the simple fact that the curriculum is much more tedious and complicated due to the detailed topics that are discussed regarding your chosen career path. A college student may be given several tasks or homework assignment to do all that the same time for one class. For example, as a college student I have been given several pages to read from a text and a seven hundred word paper as well. Although colleges requires attendances and many of them try to enforce it; some teachers do not. While I am attending college, I am now able to see the difference between how there are some teachers who feel it is the students responsibility to come to class or not. If a student chooses to skip the class, the teacher will rarely say something to the student. However, even if colleges instructors are considered more flexible than any other teachers, students usually get an F for the day in which they are absents. Colleges provide a huge variety of freedom and independence to its students  because they believe students should be mature enough to make their own decisions on whether to attend a class or not. In contrast to high school teachers, college instructors are even able to say almost anything they want regardless of whether it offends someone or not such as in the occasion when a college instructor said, We dont need more black people around here during one of his lectures. By the time students get accepted at colleges, most of them already know their educational goals. Through my time spent in college I have realized students have the mindset to succeed in college because they want to be able to achieve their goals. People who decide to attend to college are working towards obtaining a higher level degree, and not just to play around on campus, or to waste their time pretending to pay attention. This is a higher level of learning, thus, requiring more time, and effort as well as devotion to studies. High school and college are very important in the educational processes because often one cannot get a good job without a well-developed education. This education frequently comes from having a high school diploma and a college degree. Although high school and college carry some of the same features; they also have several differences between them. Some of the ways which high school and college differ include the amount of work given to the students, the teachers’ attitudes and responsibilities, and the students’ attitudes and responsibili ties as well. High school and college play important parts in the lives of many people although they may be thought as similar, they also differ in several ways.

Developing Reflective Practice Essay Example for Free

Developing Reflective Practice Essay This essay will focus on developing reflective practice through exploring a critical incident in the workplace. It will explore different methods of reflection and use one particular method to reflect on the critical incident (appendix 1) and explain why this individual method was chosen. It will evaluate individual career development by reviewing past practice and the skills that have been gained throughout time, for example teamwork, group roles and experience gained, which will be ways to measure how development has progressed. It will illustrate a critical understanding of assessing personal capability within the workplace. It will identify a range of personal and interpersonal skills that contribute to effective professional practice and different types of work methods and will also reflect on practice and develop action plans to meet personal goals for the future. It is important to reflect on practice to help us grow as people, find faults and work on issues to better ourselves. Wigens (2003:1) states ‘reflective practice has been identified as one of the key ways in which we can learn from our experiences’, however Atherton (2003) cited in Johnston and Nahmad-Williams (2009:367) ‘questions whether reflection can really bring together the practical and theoretical’. Paige- Smith and Craft (2008) puts forward that it is important to reflect on how we interact with children and observe their peer interactions; this helps us to reflect on how important interactions are. After looking at Different methods of reflection, I investigated and considered a few, for example Gibbs and Kolbs. Gibbs is quite similar to De Bonos as you are able to explore the different stages in depth, but found that Kolbs does not have a clear cut off between each phase of the cycle, therefore I found it difficult to pull the case study apart using this method. Johnston and Nahmad-Williams (2009:365) writes ‘Although Kolbs model is useful to see where refl ection fits into the learning cycle, it does not provide detail about what reflection is and the processes in which it is achieved’ The model of reflection that has been chosen is De Bono’s six thinking hats. This method struck to be the most interesting to myself as it can be quite a visual tool. The hats are referred to by their colour at all times as opposed to their function (De Bono 2000), the reason for this is as De Bono (2000:14) states ‘If you ask someone to give his or her emotional reaction to something, you are unlikely to get an honest answer because people think it is wrong to be emotional’.  Lindon (2012) puts forward that De Bono’s method is a parallel way of thinking, meaning that you are looking and thinking in the same direction yet the direction changes. It helps to give a more rounded viewpoint and helps see things from a different perspective. Dreyer (2012) illustrates this by imagining a house with four people around it, one facing the front, one facing the back and one at either side; All may argue that their viewpoint is the best, but until you walk around and view the house from all four angles you will not be able to have an understanding of different perspectives. Johnston and Nahmad-Williams (2009:365) state that ‘Dewey (1859-1952) was an influential figure in education and viewed reflection as a way of purposeful thinking that is systematic and raises questions and answers’. De Bono (2000) suggests that thinking is imperative in everyday life and no matter how good we think we are we should always strive to be better. De Bono’s six hat model has six aspects the first being the white hat which suggests that you first examine the data you have available, the facts and the figures, in this case Child Ls mum wants to be able to bring her child into nursery earlier than 8:00am as she has to be in work, but thinks it is too expensive to pay for the early sessions, after being told to not come in early, mum still persisted in arriving prior to 8:00am. The second aspect is the red hat which is your intuition, emotions and reaction, in this case feelings were frustration that mum did not want to pay like others, annoyed that she was ignoring me, aggravated she kept bringing child L early, infuriated at the fact that she was not communicating with staff, uncooperative as did not want to help mum and nervous to keep having to tell her repetitively. The third aspect is the black hat which is the negative points of the situation, De Bono (2000) states that this is the most valuable of all of the hats an d should not be seen as a bad hat, it is only to highlight possible risks and potential problems, in this case it is unfair to parents that are paying for the early start and not fair on staff members setting the room up. The fourth aspect is the yellow hat which is the positive aspects of the situation, in this case it is good for parents to test staff members patience as it helps deal with things in future calmly and confidently, having gained knowledge and experience, also that the manager and parent were able to meet half way and come to a conclusion of a joint decision. The fifth aspect is the green hat which summarises and  concludes of events, helping to decide what has been learned and what you will take forward into future practice. In this case it has shown that parents are going to get upset at times and practitioners have to deal with it as effective as possible. In future I would try and resolve the situation myself by coming to a resolution without involving the manager if possible, this way it may have not escalated as quickly as it did. The final aspect is the blue hat which is the evaluation to put the green hat into action. In this case make sure there are parent comment boxes wher e if a parent is unhappy they are able to voice their opinion and feel listened to instead of getting worked up. If it is possible to find an alternative and affordable way to engage struggling parents for example to be able to drop their child off early maybe just five minutes. You may then imagine you were the complete opposite and ask yourself how you would now feel. By going through these different thought processes you are allowing your brain to take a journey to come to a fair conclusion. Having worked through the above reflective model it has highlighted some personal strengths and weaknesses which have been useful to reflect on professional development. Writing a timeline of career progression (appendix 2) has enabled me to look at past practice and focus on the skills gained throughout years of training. This has been a useful method of looking at personal progression. The most enjoyable experience had to be when I worked in Majorca as a children’s representative. Whilst here learnt to tone down my expressive personality, after a hurricane struck I panicked and scared the holiday makers, my manager pulled me into the office and explained that it was very unprofessional and that I needed to control my emotions. Another experience was after returning home, a family that used to attend my previous nursery had informed me of some very upsetting news. They told me that the mother of a 1 month old baby had died. The father asked if I would be interested in becoming their private nanny, after working on the other side of child care in a home environment I was able to see things from a different perspective and can relate to parents in current practice. Many times in life the opportunity have arisen for me to develop and grow as a practitioner. Since being a child my career path has been quite clear and after leaving school I began to study child care, alongside working with children. Looking back it was quite a vulnerable decision as the importance o f childcare was not as  great as now, and after working in several nurseries, learnt that it is hard work. The chance finally came for a promotion to be third in charge of a nursery, after being successful in the position I realised that it was going to be a difficult journey. The job was very rewarding, although the time spent with the children had been halved due to paperwork and other duties, and other practitioners that used to work alongside me were now taking instructions from me. Through this time I began to deal with confrontation, at first the thought was quite daunting but after lots of practice feel very comfortable to approach this. The next step in my career development was a job that I happen to stumble across. I quickly arranged an interview as the money was greater yet the responsibilities cut. The setting was not like one I have worked in, or heard of before as there were lots of deprived children and chance to delve into the social work side of things. In the past my experience has been in upper class nurseries with highly qualified parents such as Lawyers and Doctors. I quickly learned that this was going to bring me lots of experience and after working there for a year and a half I got promoted to a room leader, this is my current situation and have now been working there for four years. Every day I feel I learn something new in my job role and am one of the few people who love my job. Within my duties I attend core group meetings and case conferences, liaise with social workers and other professionals, as well as support the staff in my room with their daily duties and most importantly care for the children within my setting. The team we have is a highly qualified group of people who have all worked there for a long time and enjoy working together. Each staff member has a different personality which helps the nursery see things from different perspectives. Miller (2005) proposes that teams get together by different personalities balancing out so everybody has an input. I have a very bubbly and confident personality yet a colleague of mine is qui te the opposite. It is this balance that helps the staff and parents to feel comfortable and be able to approach individual members of the team with ease to support their personal preference. Manktelow (1995) illustrates you are able to solve different problems using numerous approaches such as ambition, sensitivity, creativity etc. As staff we are able to approach difficulties within our working hours and overcome them giving each other great support. Like Lindon (2012) we work effectively as a team even though there is a hierarchy  everyone is allowed to have their own opinion and are listened to which helps everybody feel positive. All members of the team enjoy attending regular training courses to make sure we are up to date with current practice and procedures. Miller (2005) puts forward that it is important for practitioners to take a critical look at theory and practice when working with children. Regular staff meetings are held and staff appraisals. It is important to be able to give and receive constructive criticism. I recently have started to give the 4 practitioners underneath me appraisals. I find it to be quite difficult to explain that they need to work o n different parts of their practice. This is an area that I need to work on. The praise sandwich is a tactic that my manager explained to me, when you have something negative that you need to discuss with a member of the team, you should start and end by saying something positive. This helps the person to realise that they are acknowledged for the good practice as well as the bad. She also told me to be more of a Swan which was explained to me like this. A swan is a beautiful creature who is relaxed above water, however below the water her feet are going very fast. My manager explained for me to stay calm on the outside in situations even if underneath I am struggling. After researching more about this found a good self reflection tool called SWAN. Jagusiak (2013) writes that it stands for Strength, Weakness, Ambition and Need. She explains that it involves witnessing and examining ones own practice, although you are watching someone else, this will help to analyse and critique any weaknesses. I am proud to be part of the team and feel that we are at the performing stage in our career. Tuckman (1965) cited by Smith (2005) argues that when groups of people come together they go through four separate stages as they meet and establish. These phases are called forming, storming, norming and performing. Forming is when the people in the group are meeting and accepting each other, they tend to test boundaries and figure interpersonal behaviours out. Storming is when they are a bit more comfortable and are able to speak out, question and criticize one another, they feel more comfortable to form conflict. Norming is when the group is established, they have overcome resistance and able to express personal opinions. Performing is the fourth stage where a team work well together, almost complement each other and help one another, roles are well established and performance is high. This is where my team are at the moment. Tuckman later in 1977 proposed an update and added a fifth phase adjourning. This is the stage where tasks are complete, people go their separate ways and group members can disengage. This can be due to retirement or the setting closes. After conducting some individual experiments to see how I work and how I fit into my team, I found that an auditory learning style suits best as the spoken word seems to digest better personally. The Belbin Team Inventory test showed that the implementer stuck out from the rest. I find this to be true as am a very positive person and am motivated and self disciplined. My favourite questionnaire had to be the Honey and Mumfords learning style. After completing this it was found to be quite evenly distributed between all of the aspects, which are the activist, the theorist, the pragmatist and the reflector. My scores were slightly higher in reflector and pragmatist. I am in agreement with this as am very enthusiastic about trying new things out in pract ice, yet able to stand back and view the whole picture before jumping in head first. Lindon (2012) writes once we have highlighted our preferred learning style using many questionnaires there are a number of ways to put these into practice. Completing these self-reflection tests has enabled me to understand more about the person that I am, how I work and what I need to strive to achieve in the near future. Taking this into consideration I have planned for some future development. I thought it would be useful to look at the early year’s standards and aim to develop some aspects of these. With this in mind I have chosen 2.5 Develop and sustain respectful relationships with children and their families. I have chosen this one linking back to my critical incident. It is important to sustain respectful relationships with parents as you have to work in partnership with them on a daily basis. Through these professional relationships comes trust allowing us to fulfil our parents as partner’s ethos. The second aspect I would like to develop is 7.2 take a lead in establishing and sustaining a culture of cooperative working between colleagues and wider professionals. I have chosen this one due to the fact I actively engage with outside agencies and other professionals on a daily basis and would like to make sure that I am continuing this cooperative behaviour. In conclusion I feel that I am a very reflective person. I enjoy receiving constructive criticism, as I like to have goals to work towards and always strive to better myself. I have enjoyed completing this essay as it has highlighted many things about myself I had forgotten along the way, such as how I used to behave and react to problems. By illustrating this it has stated the fact that without knowing I have been learning and developing from the start. I have discovered ways for me and my team to find out more about how we work as practitioners and ways to overcome certain situations like my critical incident. I am proud of my personal achievement and would encourage anyone to work with children as it is a very rewarding path in life. Dreyer, L Arts Forward, Munch Club #1: Edward deBono’s Six Thinking Hats Sep 10th 2012; http://artsfwd.org/munch-club-1-edward-debonos-six-thinking-hats/ On-Line-UK [Accessed 20.11.13] De Bono, E (2000) Six Thinking Hats, Penguin Books; Great Britain Jagusiak, C (2013)SWAN technique; http://www.satyaliveyoga.com.au/2013/04/16/swan-technique/ On-Line-UK[Accessed 10.12.13] Johnston, J and Nahmad- Williams (2009) Early Childhood Studies, Pearson Education Ltd; England Lindon, J (2012) Reflective Practice and Early Years Professionalism, 2nd edition, Bookpoint LTD; Oxon Manktelow, J (1995) Mind Tools Essential Skills for an excellent career, Mind Tools, UK; Blackwell Miller, L (2005) Developing Early Years Practice, Oxon; David Fulton Publishers Paige-Smith, A and Craft, A (2008) Developing Reflective Practice in the Early Years, Berkshire; Open University Press Reed, M and Natalie, C (2010) Reflective Practice in the Early Years, SAGE Publications LTD; London Smith, M. K. (2005). ‘Bruce W. Tuckman – forming, storming, norming and performing in groups, the encyclopedia of informal education. [http://infed.org/mobi/bruce-w-tuckman-forming-storming-norming-and-performing-in-groups/. Accessed: [02.12.13]. Wigens, L (2003) Beginning Reflective Practice, Cheltenham; Nelson thornes Ltd

Big Data: Map Reduce Based Outlier Identification for Fraud

Big Data: Map Reduce Based Outlier Identification for Fraud Big Data: Fast, Parallel Map Reduce based outlier identification for Fraud and Intrusion Detection Pooja Vijay Pawar Ann Marie Joy Abstract One of the most challenging aspect of Big Data analytics is real time monitoring of data. Larger and larger amount of data is being collected and stored on a daily basis, thus increasing the need for quick, effective and efficient way of analysing the data in determining potential malicious data. Also network security threats are increasing at an alarming rate and are becoming increasingly sophisticated and difficult to detect. Web traffic generated by non-human activities such as botnets or worms consume network resources, delude people and affect network security. Most of the existing work in Fraud Detection/Intrusion Detection regard being an outlier as a binary property. In this paper we use a relative density based approach implemented as a MapReduce job, which gives a sense of degree of a data point being an outlier; this is more meaningful and also better immune to false positives. Keywords Big Data, Fraud detection, Intrusion Detection, Hadoop, Outlier, Cluster, Security, Relative Density, LOF 1. Introduction We are currently living in a world where we are surrounded and ruled by data. Continuously, exponentially huge amounts of data is collected, stored, processed and made available in a variety of forms every day. Recently, Network Intrusion and Fraud detection has received increased attention with regard to network security, mainly due to this. Big Data is drastically changing the way in which we detect fraud and intrusion in real time using advanced analytic solutions that are very powerful, complex and fast. In this paper, we propose a methodology to detect Fraudulent Web traffic and Intrusion in a network using MapReduce-based outlier detection. These features help in filtering out clients that generate abnormal traffic and specifically show different levels of potential anomalous traffic for each suspicious client. The detected abnormal web traffic can be visualized easily and this method can be implemented for large networks and can be scaled accordingly. Outlier can be defined as a data which is very distinct from the other data of the same dataset, based on some distance measure. Outlier detection, being a significant data mining problem has engendered a lot of research interest in the recent past. As a result, various methods for outlier detection have been developed particularly for dealing with numerical data. However, outlier detection for categorical data still remains an unexplored field. Addressing this requirement, we propose a two-phase algorithm for detecting outliers in categorical data based on a novel definition of outliers. This algorithm initially explores a clustering of the given data which is followed by the ranking phase for determining the set of most likely outliers. The proposed methodology is expected to show better results as it can identify different types of outliers, using independent ranking scheme based on the inherent clustering structure of the given data. Hadoop is a very popular open source Apache project, which is used for storing and processing huge volume of data on commodity hardware. Hadoop package mainly consists of MapReduce Engine and Hadoop File system. Many Frameworks have been built on top of Hadoop. Using the distributed architecture of Hadoop in this paper we discuss how we can exploit it for identifying outliers in captured network data. 2. Related Work There has been lot of research and number of techniques which have been developed in the past two decades with respect to fraud detection and Intrusion Detection. Lot of machine learning techniques such as Neural Networks, Markov model, K Nearest Neighbour have drawn special attention. In this paper we use unsupervised Machine Learning techniques to identify fraudulent transactions using Hadoop. Most current practices to the process of detecting intrusions exploit some form of rule-based study. Rule-based analysis depend on sets of predefined rules that are configured by an administrator and are automatically created by the system. The use of automated system techniques in intrusion detection mechanisms was a significant milestone in the development of effective and practical detection based information security systems. Rule-based systems suffer from an incompetence to detect attacks situations that may occur over an extended duration of time. However most significant benefit of neural networks in intrusion detection is the capability of the neural network to learn the characteristics of abnormal attacks and recognize instances that are unlike any which have been detected before by the network. Majority of studies that proposed Hidden Markov Model to implement IDS are related to host-based systems, i.e., IDS that analyses the actions performed on a single host to detect attempts of intrusion. 3. Outlier Detection Algorithms Outliers can be detected using various different techniques. Some of the techniques are discussed below 3.1 Distance-based and Clustering Approaches Distance-based methods do not make conventions for the data since they basically compute the distance between each point. For example, Knorr et al. Proposed a k-NN technique where, if m of the k nearest neighbours of a point are within a specific distance d, then the point can be classified as normal. Knorr et al. points as an outlier if at least p% of the points in the dataset lie more than distance 10 d from it. These methods show high computational complexity (e.g. nearest neighbour based methods have quadratic complexity with respect to the number of data points) which renders them impractical for really large datasets. Several approaches may be engaged to make the k-NN queries faster (to achieve linear or logarithmic time), such as an indexing structure (e.g. KD-tree, or X-tree); however these structures have been shown to break down as the dimensionality grows. Clustering can be defined as the task of grouping a set of objects in such a way that objects in the same group share some feature similarity among each other than to those in other groups. Clustering is one of the very popular techniques currently being used in outlier detection. Any object that has weak membership to the cluster it belongs to is a potential outlier. If there are any small clusters from other clusters, then the smaller cluster could potentially be an outlier. For instance there could be many different kinds of fraudulent transactions which might have high similarity among themselves and form a cluster. There are additional problems with clustering. Clustering algorithms are optimized to find clusters rather than outliers. Hence, sometimes it may be hard to tell whether a cluster belongs to fraudulent transactions or some new emergent buying behaviour of a legitimate user. Hence before making a final call we must perform additional analysis. 3.2 Statistical distribution Statistical outlier detection was one of the most basic approaches dating back to the 19th century. Multivariate statistical methods have been proposed, together with use of robust outlier’s estimates of the multidimensional distribution parameters, e.g. minimum covariance 9 determinant (MCD) and minimum volume ellipsoid (MVE). One critical problem of statistical-based methods is the suitable model for each dataset and application. Also, as data rises in dimensionality, it becomes ever more perplexing to estimate the multidimensional distribution. As the data increases in dimensionality, data ranges through a larger volume and becomes sparse. In addition to the reduction this has on performance, it also spreads the convex hull, thus altering the data distribution. This can be improved by pre selecting the most noteworthy features to work, projecting to a lower-dimensional subspace, or applying Principal Component Analysis (PCA). Another methodology to deal with higher dimensio nalities is to organize data points in convex hull layers according to their peeling depth, based on the idea that outliers are data objects with a shallow depth value. Fig 1 In this approach one main assumption is that data objects follows a certain distribution (E.g. Gaussian) and normal data objects occur in a high probability region of this model. Fig.1 shows an example where there is high concentration of data points lying in the normal region which associates to normal data points; the mini distributions on both sides of the normal distributions are possible outliers. As shown in Fig.1 outliers will deviate strongly from this distribution. There are lot of issues with this technique too, main being the curse of dimensionality, other being lack of robustness. This is because Mean and standard deviation are very sensitive to outliers. 3.3 Density Based approach In this technique we compare the density around a data point with the density around its local neighbours. The computed density is called an outlier score. The main assumption here is that the density around a normal data point is almost similar to the density around its local neighbours. Here Density/Outlier score means that some clusters are densely packed and some others are not. Mathematically, it is defined as the inverse of the average distance to the k nearest neighbours. Lower density of a data point signifies that the probability of it being an outlier is very high. There have been many variants of Density based approaches suggested in the past few decades, majority of which deal with decreasing the computational time complexity. In Fig.2 the points which are densely packed, appearing yellow indicate normal data points, the ones which are away from the cluster are outliers, possible candidates for malicious data. In this paper, we use this technique to determine possible candidates for outliers. 4. Experiment For our experiment we used KDD Cup 1999: Computer network intrusion detection dataset for testing and evaluating our approach. We used Relative Density [3] based approach for our system. Which involved 4 Map Reduce Tasks. The Algorithms works as follows: Computing K-NN [3] We begin with the notion of K-Nearest Neighbour of object p. Definition: K-Nearest Neighbour of object p For any positive integer k, the k-distance of object p, denoted as k-distance (p), is defined as the distance d(p,o) between p and an object o ∈ D such that: (i) For at least k objects o’∈D{p} it holds that d(p,o’) ≠¤ d(p,o), and (ii) For at most k-1 objects o’∈D{p} it holds that d(p,o’) . Given the k-distance of p, the k-distance neighbourhood of p contains every object whose distance from p is not greater than the k-distance, i.e. Nk-distance (p) (p) = { q ∈ D{p} | d(p, q) ≠¤ k- distance(p) } These objects q are called the k-nearest neighbours of p. We use 2 MapReduce tasks, one to compute the pairwise distance between data points as explained above and other to compute the density of the data point. The density of a data point is simply the inverse of the average distance to the k nearest neighbours. Finding all the neighbourhood group the data points are associated with and also give them unique id We define one more term reachability distance of an object p w.r.t the data point o to determine the neighbourhood. Definition: Reachability distance of an object p w.r.t. object or Let k be a natural number. The reachability distance of object p with respect to object o is defined as reach-distk(p, o) = max { k-distance(o), d(p, o) }. The higher the value of k, the more similar the reachability distances for objects within the same neighbourhood. We use the same MapReduce class as before with slightly different configuration to identify the neighbourhood. Once neighbourhood are identified they are given a unique ID. Using previous results, create a mapping between data point and its density. In a typical density-based clustering algorithm, there are two parameters that define the notion of density: (i) a parameter MinPts specifying a minimum number of objects; (ii) a parameter specifying a volume. These two parameters determine a density threshold for the clustering algorithms to operate. That is, objects or regions are connected if their neighbourhood densities exceed the given density threshold. To detect density based outliers, however, it is necessary to compare the densities of different sets of objects, which means that we have to determine the density of sets of objects dynamically. Therefore, we keep MinPts as the only parameter and use the values reach-distMinPts(p, o), for o ∈ NMinPts(p), as a measure of the volume to determine the density in the neighbourhood of an object p. Definition: Density of an object p lrdMinPts(p) = 1/ Intuitively, the local reachability density of an object p is the inverse of the average reachability distance based on the MinPts- nearest neighbours of p. Note that the local density can be ∞ if all the reachability distances in the summation are 0. This may occur for an object p if there are at least MinPts objects, different from p, but sharing the same spatial coordinates, i.e. if there are at least MinPts duplicates of p in the dataset. For simplicity, we will not handle this case explicitly but simply assume that there are no duplicates. Hence in our MapReduce implementation, first we sort the data points based on density data and the neighbourhood, such that in the input for the reducer, we get first value as density, and the subsequent values are the neighbourhood ids. Determining the Relative Density or LOF (Local Outlier Factor) Results from the previous step is then used in another MapReduce task to compute the relative density or also called as Local Outlier Factor (LOF). Definition: LOFMinPts(p) = The outlier factor of object p captures the degree to which we call p an outlier. It is the average of the ratio of the local reachability density of p and those of p’s MinPts-nearest neighbours. It is easy to see that the lower ps local reachability density is, and the higher the local reachability densities of ps MinPts-nearest neighbours are, the higher is the LOF value of p. In the following section, the formal properties of LOF are made precise. To simplify notation, we drop the subscript MinPts from reach-dist, lrd and LOF, if no confusion arises. Finally, Data Points which have low relative Density or LOF are determined as possible candidates for outliers. 5. Conclusion Existing Intrusion detection system are in nascent stage in handling extremely large traffic and the data transfers in large Networks. MapReduce Framework can handle large amount of data quickly and efficiently. Thus our proposed methodology for Outlier detection using Relative Density based approach not only can handle large amount of data but also scales easily. In near future full of MapReduce based IDS needs to developed and evaluated. We also plan to explore multiple classifier system compared to single classifier to get improved results. 6. Acknowledgement This work is supported by CSE Department, PES Institute of Technology. 7. References [1] Barnett, V., Lewis, T. (1995). Outliers in Statistical Data. Wiley, 3rd Edition. [2] Davide Ariu, Giorgio Giacinto, and Roberto Perdisci, Sensing attacks in Computers Networks with Hidden Markov Models. [3] Ng, Jorg Sander, Hans-Peter Kriegel, Raymond T, Markus M. Breunig. LOF: Identifying Density-Based Local Outliers [4] Manh Cong Tran, Lee Hee Jeong, Yasuhiro Nakamura. Abnormal Web Traffic Detection Using Connection Graph. [5] Suri, N.N.R.R. Centre for AI Robot., Bangalore, India Murty, M.N. ; Athithan, G..An algorithm for mining outliers in categorical data through ranking. [6] Kuo Zhao, Liang Hu. Intrusion Detection and Prevention in high speed network.[7] Qing He Yunlong Ma, Qun Wang, Fuzhen Zhuang, Zhongzhi Shi.Parallel Outlier Detection Using KD-Tree Based on MapReduce [8] Koufakou, A. Sch, FL Secretan, J., Reeder, J., Cardona, K., Georgiopoulos, M.Fast parallel outlier detection for categorical datasets using MapReduce. [9] Ganesh Ananthanarayanan, Srikanth Kandula, Albe rt Greenberg, Ion Stoica, Yi Lu, Bikas Saha, Edward Harris . Reining in the Outliers in Map-Reduce Clusters using Mantri. [10] H. GuÃÅ'ˆnes KayacÄ ±k, A. Nur Zincir-Heywood, Malcolm I. Heywood. Selecting Features for Intrusion Detection:A Feature Relevance Analysis on KDD 99 Intrusion Detection Datasets. [12] E. Eskin, A. Arnold, M. Prerau, L. Portnoy, S. Stolfo, â€Å"A geometric framework for unsupervised anomaly detection: Detecting intrusions in unlabeled data,† in Applications of Data Mining in Computer Security, Chapter 4, D. Barbara and S. Jajodia (editors), Kluwer. [13] Q. He, F.Z. Zhuang, J.C. Li, Z.Z. Shi. Parallel implementation of classification algorithms based on mapreduce. International Conference on Rough Set and Knowledge Technology. [15]Koufakou, A., Ortiz, E., Georgiopoulos, M., Anagnostopoulos, G., Reynolds, K., A Scalable and Efficient Outlier Detection Strategy for Categorical Data, Intl Conference on Tools with Artificial Intelligence ICTAI, October, 2007. [16] Big Data Analytics for Security Intelligence, CLOUD SECURITY ALLIANCE September 2013. 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Conf. on Knowledge Discovery and Data Mining, New York, NY, AAAI Press, 1998, pp. 189-193. 1 Onida Electronics: New Product Launch Onida Electronics: New Product Launch LAUNCHING OF A NEW PRODUCT ONIDA LAPTOPS COMPANY DESCRIPTION ONIDA is one of the largest television manufacturing companies in INDIA. It is one of the largest and rapid growing companies in the same field. Onida as a company was founded in 1981 as a public company. Its head quarter is in MUMBAI, MAHARASHTRA, INDIA. Onida deals in a type of industry known as electronic industry. Onida Company started their business with electronics and then expanded their business with various products as LCD TVS, PLASMA TVS, TELEVISIONS, DVD AND HOME THREATER SYSTEM, AIR CONDITIONERS, WASHING MACHINES, MICROWAVES, PRODUCTS RELATED TO PRESENTATION, and INVERTERS AND ALSO MOBILE PHONES. Onida Company is a most popular brand now. It has got his network as 33 branch offices and 208 customer relation centers. Also the company is having 41 depots spread all over the country. Onida is also having a market capitalization of 400 crore approx. also onida electronics won an award as AWARD FOR EXCELLENCE IN ELECTRONICS in 1999 from MINISTRY OF INFORMATION TECHNOLOGY, GOVERNMENT OF INDIA. EXECUTIVE SUMMARY Onida is one of the largest rapid growing companies. It is one of the most successful companies in term of professionalism. The main objective is to prove quality of competitive prices and customer satisfaction. It is one of the objective is to provide NOTEBOOK PC as ensured quality, availability and customer satisfaction. This following marketing plan forms the basis for the launching of ONIDA LAPTOPS by ONIDA COMPANY one of the famous company in India. The analysis will allow us to follow for the achievement of the companys strategic goals. ONIDA LAPTOPS will be marketed to reinforce the companys status as leader in innovation and successful product launching. This new product launching will enable us to add RS.100 crores to companys turnover with a forecasted sales growth prospect of 10-15% over the next 5 years. And while satisfying the need and designing the product to match individuals lifestyle. Success will be reflected by a sizeable capture of market shares within this market, while strategically carrying the company up to the top spot as the market leader in laptop segment. Export potentials in the market will be considered in all the western countries as USA, Russia, France, and Iraq. Nigeria, Yemen and even further expansion can be planed. The main aim of the company is to attract a sizeable market share of the laptop segment. Also the number of customers depending upon laptops rather than personal computers is taken care off. The main aim is to sell one lakh units of laptops in the first year considering as this brand as a new brand and being expertise in the related field having manufactured the product for several brands and having also sold its own televisions. EXPECTED TURNOVER Above chart shows the expected turnovers in crores over the coming years in turnover of onida laptops in various countries. In 2009 as the product is being launching in 2009 only so started expected turnover will be near about 90 lakhs. With the continuous supply of good quality and good work with good customer service expected turnover will start increasing. Company is planning to use new technology and other servicer beneficial for customers and company in terms of turnover which will help in increase the expected turnover to 150 lakhs in 2012. This proves that launching of onida laptops will be beneficial for the organization. SITUATIONAL ANALYSIS ONIDA NOTEBOOK PC is a new expansion line of onida. Onida television portfolio has been well received and now ONIDA NOTEBOOK PC is going to be launched for onidas continues success and future profitability. Onida as a company is famous for quality products at reasonable prices and it offer best facilities. It will offer NOTEBOOK PC or LAPTOPS in various configuration as well as prices to satisfy every kind of customer. One important key to success or for the development of the product is to create product awareness and growth of customer base. MARKETING SUMMARY Marketing summary of onida laptops possess sufficient information about the market needs and customer needs, wants, desires and demands. It will also help to give right offer to right customer so that company can achieve customer satisfaction and can communicate with them in a better way. Also this lead to have some important information about customer which will help to make customer a delightful customer. TARGET MARKET The target market of ONIDA LAPTOPS or NOTEBOOK PC is shown below: Above shows that there is a target market of onida laptops as CORPORATE USERS END USERS OTHERS Environmental analysis Macro environmental factors Growing disposable income and low penetration levels would ensure greater share of wallet for the consumer industry and would help in achieving the predetermined targets. The inventions and innovations would help in shaping the industrys future. It would be necessary to catch the changing trends in consumer lifestyles and offer the right product at right time to facilitate further growth and achievement of targets. There is a need to launch a product which will give maximum customer satisfaction and satisfy there needs. Micro environmental factors The cost would further come down with enhanced possibilities of better and easy cross border talks with suppliers worldwide and the range of offerings Would go up. With the increase in number of players, there would be more action and the industry would feel the buzz around it and would need constant high pitch communication with the customers. Network has a strong influence on the buying decision and the organization that would manage the channel better, would have a substantial edge over the others. Competitive Strategy Onida will try to offer more valuable offerings to the customers and would try to manage customer relationships. Onida as a company in order to be effective and ahead of competition would try to maximize benefits to the consumers. They will also react strongly to price changes made by the competitors and organizations would look at integration on backend as well as the front ends. MARKET DEMOGRAPHICS The profile of ONDA NOTEBOOK PC or LAPTOPS customer consists of the following GEOGRAPHIES, DEMOGRAPHICS, and BEHAVIOR FACTOR: GEOGRAPHICAL FACTORS Geographical factors have been classified as: ONIDA NOTEBOOK will have specific domestic geographic target area. They will serve the product to domestic market. Onida will try to cover the Metropolitan area through their own distribution channel. DEMOGRAPHICAL FACTORS Demographical factors have been classified on the basis of the following attributes: There will be almost same featured notebook pc or laptop for the corporate, end users and other users. University teachers and other researchers can use it for their research work and analyzing the environment. High, Middle, Upper middle and middle class use it and reasonable pricing strategy will help to purchase of these notebook pc by every potential users. BEHAVIOUR FACTORS Its a general behavior of every human that NOTEBOOK PC or LAPTOP increases the status and prestige of the user. In todays busy world there is need of a product which is available with consumer anywhere or any time and at every period of time. Customer feel that they have a separate image and prestige by using ONIDA LAPTOPS. MARKET NEED FOR ONIDA LAPTOPS ONDA LAPTOPS will provides its customers the opportunity to choose NOTEBOOKs with different configuration and varieties.These laptops will also fulfill the requirements of customers and also provide benefit as:- Reasonable pricing Consumer needs a high quality product at reasonable price, for that reason ONIDA try to provide high quality product at a reasonable price. So that more and more customer can be attracted towards onida notebook pc. High quality Consumer want high quality product, which is must be high in regard to performance. ONIDA tried to meet this need of consumer at its level best. Quality was the main point to be taken care of by the company as this the main motto of company. Different varieties Choices of customer vary from person to person .So ONIDA provides different laptop with different features. And provide laptops with different configuration. Product availability One of the important things to be taken care of is Customer and customer seeking availability of product so that they can buy the product at any time they need. MARKET TRENDS ONIDA will produce different type of laptop which not only fulfill quality demand of customer but also reasonable price. So that more and more customer will purchase these laptops. Now a days NOTEBOOK PC production company is growing and more competitors are coming in the market. Now even customer are more aware about the product for that reason they want different types of product with different features and different styling features. The market for LAPTOPS with new and new technologies is growing faster, competition are increasing in these markets. Thus, ONIDA made segments for their product. They divided their customer in to three groups, and give emphasis on each of the group. So that company can capture all kind of customers in market. MARKET GROWTH Gradually total ONIDA Company is going upward with a strong competition. With the increase in domestic market, our international market growth statistics is increasing day by day. Now with the launch of new laptops with newer technology the market share of our company is going to increase further. COMPETITIVE STRATEGIES Onida will try to offer more value offerings to the customers and would try to manage CUSTOMER RELATIONSHIP. The firms in order to be effective and ahead of competition would try to maximize benefits to the consumers. Firms would react strongly to price changes made by the COMPETITORS and organizations would look at INTEGRATION on BACKEND as well as the FRONTENDS. CURRENT MARKET SITUATION OF LAPTOP MARKET Market Overview Luxury goods are now being perceived as necessities as now customers are having higher disposable incomes being spent on lifestyle products. There is a discernible shift in the consumers preference in favor of higher-end, technologically superior branded products, the demand being spurred by increasing consumer awareness and preference for new models now the modern educated customer is not confined to old technologies and old products. Now customers want to try newer products with newer technologies. Quality products with superior technology and technology up gradation have helped the industry to achieve higher growth in terms of volume and also higher realization in value terms. Rate of growth in production has been more in terms of quantity or in volume growth rather than the growth in value terms for a number of products. This has happened because of constantly falling prices over the years due to competition among the MAJOR PLAYERS, AGGRESSIVE MARKETING STRATEGIES AND DECLINING IMPORT TARIFFS. Competition has forced companies to offer efficient AFTER SALE SERVICE and support and this, in turn, has swayed customer preference for good brands. There are positive growth trends in Technological goods segments white goods and consumer electronics during and points to sustained growth because of emerging opportunities and strong fundamentals of the economy. Because of growth in production in the organized segment and domestic availability of branded products due to lowering of import duties and other liberal measures, the share of unorganized segment has come down sharply to only 8 to 10 per cent from 40 to 50 percent. The price difference between branded and unbranded goods has narrowed down and with branded players providing good after sales services and support consumer prefers to buy branded products. The industry related to technology appears to have two clearly differentiated segments. The MNCs have an edge over their Indian counterparts in terms of technology combined with a steady flow of capital. The domestic companies compete on the basis of their well-acknowledged brands, an extensive distribution network and an insight into local market conditions. Competitive strategies revolve around strong brand differentiation and prices. Bargaining power of customers is high due to availability of many brands. Demand is Cyclical and seasonal. Demand is high generally on the basis of requirement of customers as corporate customer or end user. Demand for technology is present throughout the year. There is no preference on the basis of any special month when demand for technology is more in one month than other month. Rural India which accounts for nearly 70% of the total number of households, offers plenty of scope and opportunities for the white goods industry. Increasing consumer awareness and preference for new models have added to the demand in rural areas also. And evolution of education had made more and more people rely on technology. Attractive consumer loan schemes with reduced interest rates over the years by the financial institutions and commercial banks and the hire-purchase schemes have added to the surge in demand. Besides, the consumer goods companies are themselves coming out with attractive financing schemes to consumers through their extensive dealer network. The usage of internet by the market functionaries has lead to intelligence sales of the products. It has helped sustain the demand boom witnessed recently in this sector. SWOT ANALYSIS (STRENGTHS, WEAKNESSES, OPPORTUNITIES, THREATS) STRENGTHS Quality product and services. Popular brand name. Continuous research and development Strong existing distribution channel. Increased share of organized sector as compare to unorganized sector. Attractive design. Body made of silver and plastic and available in many colors. Most of the buyers are satisfied. Presence of established distribution networks in both urban and rural areas. WEAKNESSES Poor government spending in infrastructure and other related things. Lack of promotional activities by companies. Low purchasing power of consumers Insufficient capital. Legal and political barrier regarding import, tax and shipment and other difficulties. Difficulties due to competitors. Old technologies. OPPURTUNITIES Low penetration levels Demand of NOTEBOOK PC is increasing. Improved market portfolio. Greater demand due to changing lifestyles Increasing sales throughout the country and internationally. Availability of easy finance. Promotional activities to increase brand image. Growing disposable income of consumers Increasing demand in rural sector. THREATS Strong competitors Legal political difficulties regarding import duty, tax etc. Entrance of new competitors in the market. The price of NOTEBOOK or laptops is decreasing continuously. Cheap Imports from Singapore, China and other Asian countries Higher import duties on raw materials imposed in the Budget 2008-09. COMPETITORS Onida has established its own market. But still they have to face the competitors. Some of the major competitors of onida laptops are: HP: HPs NOTEBOOK is having maximum market share in capturing the market of NOTEBOOK PC in India as well as internationally. HPS notebooks are produced in China. They are holding a leading position for long time in NOTEBOOK PC in our country. ACER: Acer is the Chinese producer of NOTEBOOK or laptops. ACER has its maximum market share of NOTEBOOK PC in Bangladesh. They have fewer shares in Indian market as compare to acre. COMPAQ: Mitsubishi is Taiwan Company. COMPAQ was an automobile company initially. Now it is producing NOTEBOOK PC also. It is now giving a strong competition to notebook or laptop market. DELL: Firstly they produce televisions. But now they have enhances its business by producing NOTEBOOK PC. And DELL is now giving a strong competition in laptop market as well as technological market. MARKET SHARE OF ONIDA PRODUCT OFFERING ONIDA will offers different type of configuration at different price to our consumer for chooses their expected product. Following are the items:- POINTS OF SUCESS Strong quality Better customer relationship management Better service Operational efficiency and integration Effective channel management Constant product change and product mix management Image of brand and product Distribution channel Retention of customer MARKETING STRATEGIES Marketing strategies are helpful in creating awareness, interest and appeal from our target market. So that more and more market can be capture. Basically marketing strategy is based on superior performance of the following areas: Different configuration. Product quality. Delight user. MISSION The main mission is to provide quality and product at a competitive price. Growth in diversity and continuous contribute to the growth is being the main market challenger. Also To benefit society at large through Innovation, Quality, Productivity, Human Development and Growth, and to generate sustained surpluses, always striving for excellence, within the framework of law, and in nothing but the truth in which we base every action 3.2 Marketing Objective Capture the market as a market leader. To attain quantitative and qualitative leadership in the technological sector. Maintaining positive and increased sales growth than the competitor. Increase the market share by market development and services. To increase product awareness and sales by persuasive promotional activities. Becoming a globally recognized and prestigious company through synergistic business investment. Differentiation through innovation and passion through empowerment. Also cost through economies of scale and world class systems and procedures that bring in delight of stakeholders. FINANCIAL OBJECTIVE The company aims to sell one lakh units of NOTEBOOKS in first year of its launching and is expecting a target turnover of Rs.100 Crores from laptop market in first year. It expects to grow at 10-15% in next five years by satisfying customer needs through its offerings. They aim to make considerable profits and achieve economies through backend and front end integration. And maintaining double digit each year. STP (SEGMENTATION, TARGETING, POSITIONING) SEGMENTATION OF MARKET The company has segmented its target market on the basis of incomes and lifestyles. People who are well educated, have lifestyle as an important element and have high income can buy laptop. TARGET MARKET The potential consumers are separated into various segments- Corporate User End User and others. The primary marketing opportunity is sell laptops to these well defined, accessible target market segments. Corporate User: Corporate users are the users who buy the laptops for their official purpose only. The MD, GM, DGM, CEO and other. Levels in offices are the main corporate users. End User: End users are the users who buy the laptops for their personal use. Teachers, Students of private University, businessman etc are mainly consider as the End users. Others: other then as mention above. POSITIONING IN MARKET Onida is trying to maintain its position as a NOTEBOOK company. The position will be achieved by providing quality product, competitive price, and according to consumers demand and by delighting consumers. There should be experienced managers to make awareness about the product to customer. Company is also promising to offer quality offerings and better services and make a satisfied consumer as its brand ambassador. The companys will advertise its product as the synonym of truth and providing it at a reasonable price. STRATEGIES ONIDAS main primary marketing strategy is to seek and firstly create customer awareness regarding the products as well as availability of product. Other marketing strategy are- Providing Total Quality Management (TQM) Customer Orientation Providing international standard products To increase the product line as well as length as per the expectations of the consumers Competitive prices of product. MARKETING MIX ONIDAS marketing mix is comprised of the following approaches to product, price, promotion, and place or customer service. PRODUCT o BRAND NAME The name of the brand is ONIDA NOTEBOOKS. o PPRDUCT CLASSIFICATION ONIDA NOTEBOOK has five types of product. These are-W125U-T3000, W3001U-T4150, W4200-T4500, W4510U, W5520U o QUALITY OF PRODUCT ONIDA is mainly popular for the maintaining of high quality of its products. Total Quality Management (TQM) is purely practiced here. o DESIGN Attractive Design, Color, configuration, Comfortable weight. o PACKING ONIDA supply the notebooks to the users with attractive packaging. It provides special cartoon with strong handling of the NOTEBOOKs to its dealers. o Size The products size vary from to one product series to other product series o Service ONIDA provides best after sales service and take feedback for its products. PROMOTION o SALES PROMOTION ONIDA provide initially shot-term incentives to encourage and purchase or sale of its products. Occasionally company has decided to give special discounted price for its products. Company also decided to give T-shirts, caps, bags etc. to lure the customers. o ADVERTISEMENT Company decided to gives advertisement for ONIDA NOTEBOOK through newspaper, billboard, popular magazine, leaflets, sponsoring on game competition, internet etc. o PERSONAL SELLING ONIDA company is also deciding to sell laptops through personal selling but till now we havent arrange any kind personal selling. PRICE o LIST PRICING Pricing of the product are being made on the basis of technology used in the product and depending upon the various series of onida. The various pricing of various varieties of laptops are: o DISCOUNT Company has decided to allow discount facilities to all the retailers and dealers. o Payment period ONIDA will sell NOTEBOOK on credit to its distributor and retailers and after the sale e period of 2 months can be given for making payment. PLACE CHANNELS ONIDA has its own distribution channel for the distribution of their products. DISTRIBUTOR ONIDA have own distribution channel for distributing their products. Location ONIDA covers district areas of our country to capture the market for their products. TRANSPORTION FACILITIES ONIDA has its own transportation facility for its distributors. Distributors are themselves responsible for taking the products to their showrooms. MARKETING RESEARCH One of the important things is research work. Research is very vital for any company to know about current market position and also to predict future needs. Information is collected through the dealer and retailer. o Question How did you hear about our ONIDA NOTEBOOK product? note the answer and this answer can be use for the promotional activities. o Customer suggestion New feedback service and customers suggestions system to gain additional information. They want to know from the customers about- à ¼ What suggestion do you want to give to company to improve our product? à ¼ Why do you need a laptop and why onida laptop only? FINANCIALS It is very important while the launching of a product to take care of the financial overview of ONIDA NOTEBOOK related to marketing activities. ONIDA address brake even analysis (BEA), sales forecast, expense forecast, and showed how this activity are link to the marketing activity. BREAK EVEN ANALYSIS Break even is a point where cost is equals to sales. The break-even analysis below shows the number of single sales, or units, that we must realize to break-even. Analysis of breakeven point is based on the cost and the sales of a company. SALES FORECAST: Sales forecast means planning or estimation of sales so that future sales can be assessed. ONIDA thinks that the sales forecast will be achieve into the five main streams; W1250U-T3000, W3001U-T4150, W4200U-T4500, W4510U and W5520U. This will steadily increase the sales. As the advertising budget allows the target market forecast, the listed of all the potential customers get divided into separate groups. The forecasted customers group divided into various categories: Corporate Users, End Users and others. EXPENSE FORECAST Every company has to make a prior forecast of expenses. It is important to mark such forecast to limit the expenses made in future. These expenses are to be budgeted at approximately 5% of total sales for 2007-08 and 6% for 2008-09. Mainly expenses are to be tracked in the major marketing categories as:-NEWSPAPER ADVERTISEMENT, PROMOTIONAL EVENTS, BILLBOARDS, PRINTED LEAFLETS, and ADVERTISEMENT IN TELEVISIONS ETC. CONTROLING FACTORS The main purpose of ONIDA NOTEBOOKs marketing plan is to serve as a guide for the organization while launching of the laptops successfully. This plan is all about implementation and changing the business and also to make it better. In this marketing plan we look at specific implementation programs, and the details that it takes to make it happen. The following are the areas which will be specially monitored to enhance the performance of company and launching of laptops. Contingency Planning Contingencies likely to arise: Price War New Technologies in the market More Competitors Companys Strategy to counter the same: Creating value preposition Continuous innovation and product development Creating distinct brand identity