Anatomy in Primary and Secondary Schools

Anatomy in Primary and Secondary Schools Hashtag: #GreysAnatomy The Study of Human Anatomy GreysAnatomy is actually a word play on the title of a human anatomy textbook Gray’s Anatomy: Descriptive and Applied. The book was written by Henry Gray and initially published in 1858. Historically, the study of anatomy and physiology started when man started to find answers to questions regarding their own bodies. For instance, Leonardo Da Vinci allegedly dissected a human cadaver so he can accurately represent humans in art. Anatomist William Harvey studied the human circulatory system in the late 15th century and discovered for the first time that blood has a pattern in its flow. Another interesting discovery in the field of anatomy and medicine was painless surgery through the medicinal use of ether and nitrous oxide (laughing gas) to control the pain during the operation. BIOLOGY RESEARCH PAPER Anatomy and physiology are branches of biology and medicine, but the former is more focused on the structure of living things (human, animal, and plant) while the latter is more concern on mechanical, physical, and biochemical functions of living organisms. The study of the structure of the human body in primary and secondary schools is normally aimed at providing a foundation for advanced study in fields related to health and fitness. It is also aimed at developing a sense of self-understanding, particularly to children who are curious about what’s inside the body. Moreover, since anatomy is not limited to the human body and extend to all living organisms, students often benefit from comparative anatomy or studying other species in order to learn evolution, structural similarities and common ancestry among human and animals. The biology curriculum in secondary schools, for instance, is not the only concern in developing students’ knowledge of the natural world in relation to everyday life, the power of reasoning and observation but familiarity with the structure and function of the human body. Specifically, students learn the change in living things through evolution, diversity of type and unity of patterns, genetic continuity of life, growth, and development, preservation of life, and others. Biology and Basic Anatomy Curriculum Primary school students are normally introduced to the basic human  skeleton or study of the skeletal system. After learning the structure, composition, and functions of the skeletal framework, students then learn the muscles and other body organs attached to it. Some of the introductory tasks include making a (normally life size) skeleton using colored paper or card and paper fasteners. By drawing the bones, schoolchildren become more aware of the significant features of each bone, identify bones’ proper location and construct appropriate joint structures for them. Moreover, anatomy in this level includes simple experiments in order to explain some of the functions of the human body and compare and recognize the similarities and differences between human and animals. However, anatomy in secondary schools is quite more complex as it involves microscopic anatomy such as the study of the structure and function of cells and tissues, senses, blood, heart, the major organs of the digestive system, and others. Some are focusing on the primary functions of the human brain, structures that enable biological systems to interact, energy and materials required to sustain life. Overall, all key stages of anatomy-related science curriculum are aimed at providing knowledge about human and animal body structure and understanding of life processes. For instance, knowledge of human and animal anatomy helps students understand the fact that humans and animals need food and water to stay alive, need to exercise, eat the right type and amount of food in order to stay healthy and strong, the beneficial and harmful effects of drugs, ability to produce offspring and senses that makes humans and animals aware of the world around them.

How to Write a Graduation Speech as Valedictorian

How to Write a Graduation Speech as Valedictorian The valedictory speech usually is delivered at the graduation ceremony by the valedictorian, the student with the highest grades in the graduating class, although some colleges and high schools have abandoned the practice of naming a valedictorian. The terms valedictory and valedictorian come from the Latin valedicere, meaning a formal farewell. Understand the Goal The valedictory should fulfill two goals: It should convey a sending off message  to the members of a graduating class and inspire them to leave the comfort and security of their school ready to embark on an exciting new adventure. You have been chosen to deliver this speech because you proved you are an excellent student who can live up to adult responsibilities. Now its time to make every student in your class feel special. As you prepare your speech, think about your shared experiences with the class and the people with whom you shared them, including popular and quiet students, class clowns and brains, teachers, principals, professors, deans, and other school employees. Its important to make everyone feel as if they played an important role in this shared experience. If you have limited experience in certain aspects of school life, ask for help in collecting important names and events you might not know about. Are there clubs or teams that won prizes? Students who volunteered in the community? Compile a List of Highlights Make a list of highlights since freshman year, focusing on the current year. Here are examples of events you could describe: Who received awards or scholarships?Were any sports records broken?Is a teacher retiring after this year?Did your class have a reputation with teachers, good or bad?How many students remain from freshman year?Was there a dramatic event in the world this year?Was there a dramatic event in your school?Was there a funny moment? You might need to conduct personal interviews to learn about these benchmarks. Write the Speech Valedictory speeches often combine humorous and serious elements. Start by greeting your audience with a hook that grabs their attention. For example, you could say the senior year has been full of surprises, or were leaving the faculty with lots of interesting memories, or this senior class has set records in some unusual ways. Organize your speech into topics describing these elements. You might want to start with an event thats on everyones mind, such as a championship basketball season, a student featured on a television show, or a tragic event in the community. Then focus on the other highlights, putting them into context and explaining their importance. For example: This year, Jane Smith won a National Merit Scholarship. This may not seem like a big deal, but Jane overcame a year of illness to achieve this goal. Her strength and perseverance are an inspiration to our whole class. Use Anecdotes and Quotes Come up with anecdotes to illustrate your shared experiences. These brief stories can be funny or poignant. You could say, When the student newspaper printed a story about the family who lost their home to a fire, our classmates rallied and organized a series of fundraisers. Sprinkle in quotes from famous people. Quotes work best in the introduction or conclusion and should reflect the theme of your speech. For example: The pain of parting is nothing to the joy of meeting again.- Charles DickensYou will find the key to success under the alarm clock.- Benjamin FranklinThere is only one success: to be able to spend your life in your own way.- Christopher Morley Plan for Time Be mindful of the appropriate length of your speech. Most people speak about 175 words per minute, so a 10-minute speech should contain about 1750 words. You can fit about 250 words onto a double-spaced page. That translates to seven pages of double-spaced text for 10 minutes of speaking time. Tips for Preparing to Speak Its important to practice your speech before giving it. This will help you troubleshoot problem spots, cut boring parts, and add elements if youre running short. You should: Practice reading your speech aloud to see how it sounds.Time yourself, but remember you may speak faster when youre nervous.Focus on remaining calm.Get plenty of sleep the night before your speech.Eat well before your speech.Don’t try to be funny if it feels unnatural.If youre going to talk about a tragic event your class experienced (it might be awkward not to address it), make sure you do so tactfully. Consult a teacher or adviser if you have any doubts or discomforts. If possible, practice your speech using the microphone in the location where youll be graduating. Your best chance might be just before the event. This will give you an opportunity to experience the sound of your magnified voice, figure out how to stand, and get past any butterflies in your stomach.

Anti-social behaviour presentation reflection Essay

Anti-social behaviour presentation reflection - Essay Example Our vision of our presentation successfully aided us in every part of the preparation. We were very much aware that to convey an understanding of a very interesting topic as ours, we need to fully understand it ourselves. All members of the group acknowledged this and were very committed with our envisioned presentation. To formally mark the commencement of our first week in preparation, we exchanged e-mail addresses and discussed the aspects and elements to include in the presentation. The discussion was highly proactive; each of the members was able to voice out not just the suggested details as well as concerns or issues early on. This procedure helped us establish not just the presentation details but also a good interaction channel in the context of our being a one group. It is noteworthy that all members of the group were fairly in common ground, cooperative, and comfortable working with each other. I believe these things are important because these enable the smooth run and sp eedy facilitation of the group effort. In addition, it helped us to individually develop our communication and synergy skills. The discussion’s output was a simplified structure consisting of the 1) ASBO’s; 2) ASB and its characteristic relationship with the young people; 3) ASBO publication; 4) the ABC’s; 5) Policy -- the law aspect; 5) Sociology and Criminology; and 6) Social Policy. Observing the discussion process and the output, one may foresee the smooth, simple-to-complex route our presentation is planning to take route. This route is very significant for us presenters as it will enable the audience to systematically process the information and insight we provide -- a feat that facilitates our goal to pass understanding of the topic to our audience. Splitting the subtopics, I picked the first part, ASBO’s and the fifth one, Policy. I could already see myself perusing some legislation cases for the subtopic Policy. Looking at ASBO as a policy, I am interested to know its basics -- the conditions or clause, evidence, how the evidence is handled, its efficiency in carrying out its function as well as exploring its flaws. I’m quite curious if its pros outweigh its cons and how do young people see themselves in the context of this policy. Marking the second week of preparation, the group gathered to discuss the researched information, forming them together, and checking how our assigned aspects contribute to the topic as a whole. Again, every member displayed cooperation. In the actual presentation, I suggested to present only the ASBOs part and let another member do the Policy part. Deciding to only present one part just came in reflection of my English speaking ability. Evaluating my current ability to communicate using English as the medium, I honestly doubted if I could effectively present the two parts. The subtopic Policy requires a lot of elaboration; I knew I must forgo an opportunity to expand my communication skil ls in lieu of the group goal. The third week was basically the technical mash-up of our member slides. Seeing the wholeness of our individual efforts was very fulfilling. Looking at our work, I could confidently say that I was really given a chance to participate and my work is very much reflected in the group’

The Management of Patients With Dual Diagnosis Research Paper

The Management of Patients With Dual Diagnosis - Research Paper Example Ms M is a 26-year-old patient who is referred for nursing care by her advisor at work. This followed significant changes in her normal behaviour. The patient history demonstrates that Ms M stays late without any sleep and wakes up earlier than anybody within her neighbourhood. Her employee is also concerned by the fact that she started submitting her work late regardless of her usual behaviour in the past when she used to meet all work deadlines. In addition, the workmates have noticed that Ms M is more enthusiastic and energetic in the morning than before. Ms M’s sister whom they stay with reports that she suddenly becomes irritable and has been talking about becoming a model despite the fact that she never had an interest in modelling before. Ms M also admits that she has trouble concentrating at work and that sometimes she feels lonely. From the case study, it is evident that Ms M is exhibiting multiple symptoms which reflect the complexity of her problems and needs. Ms Mâ €™s symptoms are becoming a problem that is likely to cause her to be terminated from work. This is revealed by the loss of concentration at the workplace and failure to meet deadlines as she is required. In addition, Ms M is faced with a social problem at her workplace. This is disclosed by the fact that she reveals her loneliness when at work. In addition, she needs understanding from her colleagues at the workplace who are unable to comprehend the sudden changes in her behaviour. Moreover, Ms M has a problem with sleep which illustrates that she is not having adequate rest at night. The sudden episodes of energy and enthusiasm that Ms M demonstrates in the mornings reveal an underlying problem.

Effects of Rover Sell Off on the Financial Performance of BMW Case Study

Effects of Rover Sell Off on the Financial Performance of BMW - Case Study Example This is amidst the rising gross profit margin (16.04 to 16.28) from 1998 to 199 indicating that the company is trying to make higher profit by charging a higher mark-up. Asset turnover have also significantly declined from 1997 to 1999 reflecting the company's inability to manage assets as efficient as the previous years. In 1999, a dollar of the company's asset yields only $0.91 in total sales compared to the $1.11 in 1997. In terms of leverage, the three year span under consideration also sees the increasing dependence on debt as a major source of financing. Total debt as a percentage of total assets is 40.92% in 1999 which is significantly higher than the 34.34% and 36.75% reported in 1997 and 1998, respectively. BMW appeared satisfactory in terms of liquidity as its current assets can more than pay-off its immediate obligations. It current ratios are 1.33 in 1999, 1.09 in 1998, and 1.27 in 1997. However, the ballooning of accounts receivable is evidenced by the increasing percent age of receivables to current assets which peaked to 57.36% in 1999. Three years after the sell-off of Rover, BMW seem to fail in improving its financial position except its profitability. In fact, its computed financial ratios indicate further deterioration in terms of leverage, asset utilization, and liquidity.

Online Property Management System

Online Property Management System Study and Develop of an online property management system for City 2 Property Chapter 1: Literature Review 1.1 Overview In this chapter, the author conducts literature review mainly on the studies of online property management system to find out how property management works on the internet. The author also focuses on the technologies and tools involved in making online property management system more efficient. 1.2 Online Property Management Online property management basically contains most of the business method that renovate to the internet. It is the management of property management using online tools. When online property management implemented, it make many things like booking keeping, collecting rental fees, managing properties and contact with clients more easy and efficient. Online property management is simple and usually do not require any high performance or complicated application to work on. Usually, many real estate company in Malaysia still prefer paperwork instead of using property management system to enhance their operation. One of the reason is the preference of paperwork and not use to working on system when think about working using a system. Therefore, less complicated interface and process in online property management system give advantages to those who considering on implementing system work into their business. And for this reason, it encourages online property management system to a higher demand level in online business nowadays. 1.3 Supporting Technologies One of the advantages of online property management system is the usage of available technologies that are provided to all users that enhance their online business operation. Other than some common technologies that are usable in all business that provide different usage and advantage to the business, there are also some technologies that provide great advantage on online property management business. 1.3.1 Google Map Google map is a web mapping service application powered by Google. It provide mapping service that show a geographical mapping just like a dynamic country map, it provide the street name and route in many different view and also paths travel by own vehicle, foots or public transport. One of its supports towards property management is to show the direction from one location towards another, as well as showing the shortest route among few paths. All these benefits support users to find out the exact location of a place, and also make users know more about the places surrounding the targeted location in case they want to know more or when they are lost. 1.3.2 Visual Tour Visual tour is a new snapshot technology that able to capture numerous of pictures in a room or environment, using visual tour software and photo stitching software to stitch all the pictures together and produce a 360 degree virtual home view. This technology tend to provide a visual home tour to the property buyers by showing how is the inside of a property looks like when buyers does not need to travel all the way to the property location but using the internet to enjoy a tour just like when they are exactly in the building. To produce a visual tour video, a RTV tour builder kit contains of a camera and custom rotator mount on the side of the camera is needed. To start capturing, place the tripod on a best capturing spot, usually on the middle of a room, then manually rotate the camera one side to another from left to right, and then from top and bottom until every view of that room is being taken. Upon completing the capturing process, a visual tour software by overlapping the sides of all images together to utilize a 360 degree panaromic images. Lastly, the completed visual tour video need to upload to the RTV tour server through the internet to allow tour video automatically customize with owners banner, logo or photos, and then features like hyperlink to post into their websites, google map, and others will be added and send back to the owner. 1.3.3 Other Supporting Tools There are other technologies or tools supporting online property management as well. These tools are not mainly for online property management but also benefit the system operation like other businesses do. * Search function Search function is a common tool that filter information according by using a keyword enter by user and match data available in the current system, and display or show to the users Usually property buyers tend to have a property expectation in their mind before looking for agents to locate the property they want, search function in a system allow buyers to go through some simple steps to find out if theres any property that match their expectations or requirements, instead of searching all the properties one after another. * Mortgage loan calculator A mortgage loan calculator is to calculate the loan needed to pay by a property buyers per months. It usually require user to input some basic information like property value, interest rate, years and down payment to obtain the loan result. This is a simple tool that requires very little effort in developing but requires a correct formula to obtain the accurate result. * Reminding tools A reminding tool usually require user to enter a task name and an expired date. Upon reaching the expired date, user will receive a notification regarding the task. Property agents benefits from reminding tool in various ways. Collecting rental fees is an important process when properties are rented. Sometimes delay rental fees can be quite troublesome and if does not handle carefully, a delay rental fees could be forget or paid rental fees may not recorded properly. Therefore, the task of a reminding tool not only notify user regarding incomplete task but also ensure user about completed task. * Looking for agent Usually it is a good idea to record agents information in a system to allow buyers to look for a particular agent. In a system, not only agents brief personal and contact information could be found, buyers can also found the agents available listing. In case there are buyers who prefer a particular agent service and listing in that area, they can contact the agent directly without contacting the company or other agent. * iExpert A simple Question and Answer (QA) in a system that contain questions ask by the user regarding property issues, and can be answered by other users and working agents. It work like a forum but much more simple than it, it only require user to enter a question if he or she has one, or choose to view all available questions and answer any question if they know. 1.4 Summary As a summary of this chapter, the author has understood how online property management system work compares to real time business. More importantly, the author had conduct studies on the technologies that support online property management system which offer great advantages to the user when using the system. Chapter 2: Analyze Existing Websites 2.0 Overview In this chapter, the author visit and investigate several existing real estate websites to gain understanding in common features and also how other real estate websites manage their information. The author focuses more on some feature that is unique for real estate websites. The author also tend to list out some of their strengths and weaknesses to gain knowledge about pros and cons when manage a real estate business online. 2.1 ThinkProperty ThinkProperty is a free property service website that allows all real estate agents in Malaysia to post their property listing for free. It is owned by Think Media Sdn Bhd and was launched at October 2007. Powerful tools in ThinkProperty make properties more manageable and easier to search. It tends to provide great advantage to the sellers and buyers. 2.1.1 ThinkPropertys Features 2.1.1.1 Member features i) Managing properties Users are requiring registering as a member in order to use the features offer to all members. Register link can be found under login or the side navigation regarding all the features on the right. By clicking on registering, user will navigate to a page listing eight benefits to become a member. On the bottom on the page, user can click on â€Å"Register now† button to register as member by filling up the registration form and upon completing the form, user need to validate their account through e-mail. Then user will be successfully registered as a ThinkPropertys member and allow to login using the registered username and password. Once login, user can see their registered name and a dropdown list contain all available members features on the login interface. The dropdown list contains auto post back function, which means when user selects any option within the drop down list, user will automatically navigate to the page according to the selected option. For features under â€Å"Create new listing†, users will be direct to a form to submit the property they want to add. When they have done submitting it, the added property can be found in features under â€Å"Manage my listing†. User can check back their added listing anytime they want, and can choose to modify the information or delete the added listing. In ‘My properties and ‘My Auctions page, user can choose to filter the order of the listings by selecting property type, posted duration and other option. In property wanted, user can submit a wanted property to the moderator and wait until further notification. Usually agent will notify user by e-mail or contact number regarding the property they want. ii) Personal Profile Some of the information in a member personal profile is filled up during registration, while most of the information is blank. The information in personal profile included user type, company information, contact information, and websites. All this information will be useful if some other user need to find out more about a particular user for some business issues. This will be needed especially in the forum. User will be allowed to use the forum to post new thread or answer to any existing thread when they had become member. Providing all this information will be convenient to other member as well as the agents in case they need to contact the member. Other than entering their personal information, user can upload picture and video of themselves. Added picture will be shown in the profile page when it is viewed. As for video, user need to click on the video button located on the left side to view video in a new pop out. Brief information of the properties owned will also show in this page, as well as latest 10 posted threads in the forum can also be view by clicking on the â€Å"Forum† button. All this function is to ease other member in finding out more about a particular member. iii) Think Mail Think mail serve as a mailing service for members to receive messages sent by other member or agent. This is a simple service to read and delete mails; however it does not support sending message here. User need to go to another member page and click on the ‘Message button to send him or her Think Mail message or e-mail message. Other than this, user can set his or her e-mail alert option. This service is to receive property alert message in case user got use any service like property wanted and awaits agent finding. 2.1.1.2 Forum Just like other forum, ThinkProperty forum contain all types of topic discuss about buying properties, selling properties, property investment, finance issues and much more. Only registered member are allowed to post any question on the suitable thread and await other member to reply or reply to any existed thread. With the support of a forum, all members can get more help and information regarding property issues and problems, and also get to know more about agents and people from other place. A forum also serve as another way to obtain information and solving problem, otherwise user can only communicate to the moderator by using customer support and sending messages. 2.1.1.3 Customer Support In ThinkProperty, there are three ways to obtain supports. First is to use the most common method like many websites do, using the feedback form to send question and awaits reply from the moderator. Second is to use the forum to post new question and awaits replies from other member and moderators. Third is to use the live help desk located on almost every pages on the top right, right below of the main menu navigation. Live help desk is an instant messaging service. When click on it, a new window will pop up and there will be someone there to answer any question asks by the user. This is one effective way to obtain answers instantly without waiting like other two customer support. However, live help desk is not always available to be use. There is no specific time when it is available, but user can found it available many times in a day. 2.1.1.4 Viewing Properties To view the available properties, user has to enter a desire location in the search box on the top of the website. This is a more direct way to find property around an area, instead of viewing all properties from other places at one page. While entering data into the searching box, a drop down that contain some location that match the entered data will show to let user navigate quickly if the target location is within the drop down. When random data being entered, especially when input character is less than 3, location that is not related to the entered data will show. Otherwise, it will show no result match in the drop down. A ‘Display map check box under the search box is to indicate navigate user to view all properties page with its detail or navigate to Google map that shows the entered location and properties contain on that area. 2.10 shows an example of Google map result when display map is checked. The red house symbol below shows the properties that are available around the area. When mouse hover on one of the red symbol, a small dialog box pop out and show brief information about the property. User can click on the click on the bottom of the box to see more information about that property. Without checking the â€Å"Display Map†, when a location is selected, it will navigate to a page that shows all properties with some information located in that searched place. For example, 2.11 shows all properties available in Damansara when user enters Damansara in the search box. On the left side of the page, there is one filtering function to sort the wanted property details. By clicking on any of the filtering option, the function of it will show and allow user to choose or enter related information 2.15 shows the bottom of the property page. Google map of a particular property will be show if the property has information about it. At another side will be the seller information. In case user interested to find out more, they contact using the provided information or use the form below to e-mail the seller. In case user found that a particular property is not available anymore but it is still tag as available, user can simply click on the link beside the red icon below to notify the unavailability of this property to any user that view this property later. When user had done with one property, user can always choose to go back to all the property listing or simply click on the next button to view another property, or click on the previous button to view visited property before this, this two buttons located on top of the view all listings page. 2.1.1.5 Find Agent ThinkProperty does not offer a direct page to view all agents features. To find an agent, user needs to click the â€Å"Find Agent† link above the search box and then choose either find agent by area or by name. In case user knows any particular agent name and hoping for their service, they can try this search box to locate the agent to see all their posted listing. This also eases users when they know the agent name and where they work, but did not have any contact information about the agent. This may not work only if the target agent is not a member of ThinkProperty website. 2.1.2 Strengths and Weaknesses 2.1.2.1 Strengths * Simple, user-friendly interface. Overall web pages do not contain much unnecessary things. Simple looking and direct way to navigate to pages provide good browsing experience to users * Less complex function and process. Most of the process like job application form, submitting properties, searching functions are step by step methods and does not consist of much complicated process, this helps in reducing user confusion when using ThinkPropertys website * Good functionality and features. Sufficient features to provide good properties searching and managing experience * Good customer support service. Contain of more than one types of customer support feature for the purpose of increase efficiency in providing helps to the users when browsing ThinkProperty 2.1.2.2 Weaknesses * Risk might be unavoidable. ThinkProperty may not responsible for any information risk like fake agent or propertys information as they have no control over agents or members information * Searching function is the only way to view all properties and agents. As searching for properties and agents only depends on the searching box provided, first time user may not know how to find property and agent information. 2.2 iProperty During Jan 2009, iProperty was declared as the top property portal in Malaysia by Google Ads Planner. Operating their business in Malaysia, Taiwan, Hong Kong, Singapore, India and Philippines allow clients from different states to use their service. For further development, they are working towards capitalize the property market and maintain their top leading position and continue working on online property advertising. (Sorensen, 2009) 2.2.1 iPropertys Features 2.2.1.1 Members Features Like other websites to use all the features offer to members only, user has to proceed to registration and approved as a member first. Before login, there will be several links under login like My shortlist, My Property Ads and others, but when user click on those link without login, they will be directed to the login page, which contain registering and forgotten password feature. To register, user just has to click on â€Å"Register Now† link located on the top left side of every page or under the login field on login page and navigate to the registering page. Upon submitting the form, user will receive a random generated password in their registered e-mail, user has to use that password and registered username to login, and then they can choose to change the password later on. i) Create Personal Profile Upon registering as member, user can choose to create their personal profile. This feature is optional, other than letting the agents to know more about them when using iPropertys service like property wanted and property ads, it also allow other member to find out more about a particular agent through iExpert. ii) My iExpert iExpert is a service designed to ease the sharing of property information sharing among members. All users are allow to use iExpert to search and view questions and answers provided by the members, however, only members are allow to post new questions and answer existing questions. It serves like a partial forum but does not contain much feature like forums do. iii) My Property Wanted Like other property website, iProperty offer a property wanted feature to all members only that allow them to submit a form consist of the property requirement a buyer want, and let the agents to perform a property search to find available property match the buyer requirement and notify buyers about it. Members who use this feature will keep property wanted information in their profile. 2.2.1.2 Viewing Properties The â€Å"New Property Review† button contain under the drop down of â€Å"New Properties† located on top of the main menu navigation direct users to the latest property listing in iProperty. User can choose to view different types of property by months by selecting from a list box on the right side of the main title. This is one of the ways to view property owned by iProperty. Another way of finding properties is to use the searching function located on top of the page under the main menu or view properties through related developers or agents. Viewing a property consist of several parts. The first part is the propertys review that contain of long description of the particular property. It consists of some pictures regarding the property with describing the surrounding, environment and facility to attract the interest of people to know more about it. The second part is the propertys specification. This page usually of one picture regarding the property and all details like address, property type, land title, tenure, land area, price range, posted date, and side information which are nearby transportation, schools, and amenities. Next part is viewing the property gallery. This page usually consists of photo gallery taken by camera about the property environment. Visual tour will also available in this page if the particular property has any video about visual tour. Map is available in most of the properties to show the location of a property and also direction to approach to it. For those properties that has Google Map details, a map will be provided as well. Lastly, user who interested in a property can register to it using a provided form to let the agent to contact and brief user about further information. Other than property specification, there are extra corner for sending enquiry to the agents or related person, sending enquiry to the developers and also a home loan calculator provided by Maybank with the information of preferred MPF, interest rate, loan years that is already provided according to the property and the monthly repayment result is provided automatically to the user. 2.2.1.3 Visual Tour iProperty provide visual tour service for user to experience a virtual visiting property experience. Visual tour video can be found on the bottom of each property under gallery view. However, not all properties provide visual tour service. User can found properties that contain visual tour service on the â€Å"Visual Tour† link under new properties on the main menu navigation. 2.2.1.4 Find an Agent Finding an agent in iProperty only require a click on â€Å"Find An Agent† button located on top of the page in main menu navigation. From this page, user can see their name, contact number, e-mail and self description. On top of it, there is a search agent function to find an agent by name, state and area, or user can filter all agents according to the first alphabet of their name. By clicking on their name, user will direct to their page that contain all of the listing they hold. User can also send a message to a particular agent in their page by submitting a form above the holding listing. 2.2.1.5 Search Function There are basically three types of search function depend on each pages. Different types of search function shown in different page for different purpose. 2.29 show a search function located on the main page and new project page. There are sufficient data for user to specify the searching information to obtain better matching property. User can click on â€Å"Advance Search† to have more option to search. Alternately, user can choose to filter properties according to different state by clicking â€Å"By Area† or different country by clicking on â€Å"Overseas†. The second searching function is searching agent function. This feature available only in â€Å"Find An Agent† page and the concept is the same with normal searching function. User just has to input the agents name, area or state, or choosing the first alphabet of their name to find a particular agent. The third searching function located on â€Å"Home Service† page. This searching function use to search for available furniture or home products. 2.2.2 Strengths and Weaknesses 2.2.2.1 Strengths * Rich supporting technologies. iProperty consist of several tools like Google Map, Visual Tour, and some other function that make their service very efficient. * Detail properties information. All properties information included location map, floor plan, transportation and amenities nearby, image gallery and other related information provide information more than what the clients want to know. 2.2.2.2 Weaknesses * Too much information in a page may be unnecessary. Most of the pages contain a lot of information even if it is not related to the page. Users may found it confusion on information that is related or none-related to what they need. 2.3 Summary In this chapter, the author analyze some existing real estate company websites. As understanding features they use to enhance their operation is the main priority in this objective, the author has more knowledge on developing a real estate websites, as well as some of the strengths and weaknesses, to be learnt and avoid when developing an online property management system. Chapter 3: Conduct Interview and Survey 3.1 Overview In this chapter, the author conducts interview and surveys to the head of City 2 Property and also some agents who are experience in real estate business. The author uses this two fact finding method to determine the user requirement of the proposed system and the agents expectation towards it. In the end, the author will record the fact finding result and present on this chapter. 3.2 Interview The author decided to conduct an interview to the head of City 2 Property, Mr. Koo Kam Swee, because he is the most suitable person that understands the requirement or the needs of this proposed system. The interview question will be produce base on the purpose of understanding what will Mr. Koo expect the proposed system can do and how it benefits the business operation and the agents in the company. All the interview questions and answers show below contain main questions and some new questions that were asked during the interview. 3.2.1 Interview Questions and Answers 1. What give you an idea of using a website for your business? (To understand the purpose of the proposed system towards the company) Our companys operation mostly depends on paper work as we have already used to it. We never thought about creating a website until I realize the advantage of a website that can help people from the outside to access to our service faster and anytime even after our operation hour. Therefore, creating a website like other real estate company helps the customers to reach us easier. Author finding: The author uses this question to find out the interviewee main purpose of having this proposed system. The author now understand that the manager get the idea that online business provide fast and easy ways to interact with clients, therefore he decide to implement a website for the company. 2. Without a system, what types of problem your company and the agents faces? (To understand how should the proposed system benefit the company) As I mention, most of our works depend on paperwork. Upon completing a document work, if require sending to clients or others, we need to send through letters, awaits receiving, and finally reply back to us. The overall process takes up a great amount of time. If there is a website, we can shorten the time of this type of process so that we can complete a task much faster. Author finding: From above statement, the author understands that the manager hope that the proposed system can benefit by completing a task faster using electronic mail instead of delivering letters which is very time consuming. 3. Other than that, what are other problems exist? For instant, what you think other real estate company with websites benefits compare to your company? (To understand more on the benefits of the interviewee expect towards the proposed system) Having a website for the company nowadays is a type of competitive advantage. I know some of the other real estate company having their own websites, this give them the advantage of allowing clients to reach them easier, meanwhile this become a disadvantage for us as we lack of this service to offer to the clients. Author finding: Spontaneous question continue from the second question, the author try to find out more about the expectation of the manager that the proposed system can benefit the company. The author gives an example of other real estate competitive to make interviewee to think more critical on the benefits he expects. By the answer of the interviewee, the author know that the manager expect the proposed system can be a competitive advantage when compete with other real estate company. 4. For the website, what features you expects most? In another words, what feature you think is the most important in the entire website? (To understand what feature the interviewee concern the most) The most important part in the website would be allowing people to view our properties. We hope that people who view our properties using the website can know all the details of a property when they access the page. Author finding: The author wanted to know what is considering as the most important feature in the proposed system. The answer given shows that the manager expect viewing properties as an important feature that should put effort on for the purpose of allowing the users to know the full details of a property. 5. Other than viewing propertys details, what other feature you hope to be implemented to make viewing properties a better experience for the users? (To make the interviewee consider more on the functionality of the concerned feature) To be able to view propertys picture with all the details, this would be good enough. Additionally, I hope the website can handle some clients services like sending enquiry about a property or provide information about our contact so that their can call us or send message to us whenever they need our service. Author finding: A spontaneous question follows by question number 4. The author trying to make the interviewee think more on adding some functionality that can make viewing properties better for the users. But the manager does not have too high expectation on other function about it, and suggest other feature regarding serving clients by receiving enquiries and mail from them using the proposed system. 6. Will you expect people to be able to register as a member of City 2 Property website? If yes, what do you hope to benefit from this feature? (To understand what the manager think about member system and how to benefit from it) Possible. Having members in our website help us know more about them, in case we want to contact them using mobile phone, we may be able to locate their contact information through the website. Author finding: The author finds out that the manager does not have high expectation on the member system as well. The manager hopes that this feature can be used to find out the members contact information so that the agent can contact them when necessary. 7. If a member system is implemented, what you think about allowing members to sell their properties using the website? (To understand what the manager think about selling properties online) I guess this should be no different than clients call up to offer their properties to us. If what I think is correct, th Online Property Management System Online Property Management System Study and Develop of an online property management system for City 2 Property Chapter 1: Literature Review 1.1 Overview In this chapter, the author conducts literature review mainly on the studies of online property management system to find out how property management works on the internet. The author also focuses on the technologies and tools involved in making online property management system more efficient. 1.2 Online Property Management Online property management basically contains most of the business method that renovate to the internet. It is the management of property management using online tools. When online property management implemented, it make many things like booking keeping, collecting rental fees, managing properties and contact with clients more easy and efficient. Online property management is simple and usually do not require any high performance or complicated application to work on. Usually, many real estate company in Malaysia still prefer paperwork instead of using property management system to enhance their operation. One of the reason is the preference of paperwork and not use to working on system when think about working using a system. Therefore, less complicated interface and process in online property management system give advantages to those who considering on implementing system work into their business. And for this reason, it encourages online property management system to a higher demand level in online business nowadays. 1.3 Supporting Technologies One of the advantages of online property management system is the usage of available technologies that are provided to all users that enhance their online business operation. Other than some common technologies that are usable in all business that provide different usage and advantage to the business, there are also some technologies that provide great advantage on online property management business. 1.3.1 Google Map Google map is a web mapping service application powered by Google. It provide mapping service that show a geographical mapping just like a dynamic country map, it provide the street name and route in many different view and also paths travel by own vehicle, foots or public transport. One of its supports towards property management is to show the direction from one location towards another, as well as showing the shortest route among few paths. All these benefits support users to find out the exact location of a place, and also make users know more about the places surrounding the targeted location in case they want to know more or when they are lost. 1.3.2 Visual Tour Visual tour is a new snapshot technology that able to capture numerous of pictures in a room or environment, using visual tour software and photo stitching software to stitch all the pictures together and produce a 360 degree virtual home view. This technology tend to provide a visual home tour to the property buyers by showing how is the inside of a property looks like when buyers does not need to travel all the way to the property location but using the internet to enjoy a tour just like when they are exactly in the building. To produce a visual tour video, a RTV tour builder kit contains of a camera and custom rotator mount on the side of the camera is needed. To start capturing, place the tripod on a best capturing spot, usually on the middle of a room, then manually rotate the camera one side to another from left to right, and then from top and bottom until every view of that room is being taken. Upon completing the capturing process, a visual tour software by overlapping the sides of all images together to utilize a 360 degree panaromic images. Lastly, the completed visual tour video need to upload to the RTV tour server through the internet to allow tour video automatically customize with owners banner, logo or photos, and then features like hyperlink to post into their websites, google map, and others will be added and send back to the owner. 1.3.3 Other Supporting Tools There are other technologies or tools supporting online property management as well. These tools are not mainly for online property management but also benefit the system operation like other businesses do. * Search function Search function is a common tool that filter information according by using a keyword enter by user and match data available in the current system, and display or show to the users Usually property buyers tend to have a property expectation in their mind before looking for agents to locate the property they want, search function in a system allow buyers to go through some simple steps to find out if theres any property that match their expectations or requirements, instead of searching all the properties one after another. * Mortgage loan calculator A mortgage loan calculator is to calculate the loan needed to pay by a property buyers per months. It usually require user to input some basic information like property value, interest rate, years and down payment to obtain the loan result. This is a simple tool that requires very little effort in developing but requires a correct formula to obtain the accurate result. * Reminding tools A reminding tool usually require user to enter a task name and an expired date. Upon reaching the expired date, user will receive a notification regarding the task. Property agents benefits from reminding tool in various ways. Collecting rental fees is an important process when properties are rented. Sometimes delay rental fees can be quite troublesome and if does not handle carefully, a delay rental fees could be forget or paid rental fees may not recorded properly. Therefore, the task of a reminding tool not only notify user regarding incomplete task but also ensure user about completed task. * Looking for agent Usually it is a good idea to record agents information in a system to allow buyers to look for a particular agent. In a system, not only agents brief personal and contact information could be found, buyers can also found the agents available listing. In case there are buyers who prefer a particular agent service and listing in that area, they can contact the agent directly without contacting the company or other agent. * iExpert A simple Question and Answer (QA) in a system that contain questions ask by the user regarding property issues, and can be answered by other users and working agents. It work like a forum but much more simple than it, it only require user to enter a question if he or she has one, or choose to view all available questions and answer any question if they know. 1.4 Summary As a summary of this chapter, the author has understood how online property management system work compares to real time business. More importantly, the author had conduct studies on the technologies that support online property management system which offer great advantages to the user when using the system. Chapter 2: Analyze Existing Websites 2.0 Overview In this chapter, the author visit and investigate several existing real estate websites to gain understanding in common features and also how other real estate websites manage their information. The author focuses more on some feature that is unique for real estate websites. The author also tend to list out some of their strengths and weaknesses to gain knowledge about pros and cons when manage a real estate business online. 2.1 ThinkProperty ThinkProperty is a free property service website that allows all real estate agents in Malaysia to post their property listing for free. It is owned by Think Media Sdn Bhd and was launched at October 2007. Powerful tools in ThinkProperty make properties more manageable and easier to search. It tends to provide great advantage to the sellers and buyers. 2.1.1 ThinkPropertys Features 2.1.1.1 Member features i) Managing properties Users are requiring registering as a member in order to use the features offer to all members. Register link can be found under login or the side navigation regarding all the features on the right. By clicking on registering, user will navigate to a page listing eight benefits to become a member. On the bottom on the page, user can click on â€Å"Register now† button to register as member by filling up the registration form and upon completing the form, user need to validate their account through e-mail. Then user will be successfully registered as a ThinkPropertys member and allow to login using the registered username and password. Once login, user can see their registered name and a dropdown list contain all available members features on the login interface. The dropdown list contains auto post back function, which means when user selects any option within the drop down list, user will automatically navigate to the page according to the selected option. For features under â€Å"Create new listing†, users will be direct to a form to submit the property they want to add. When they have done submitting it, the added property can be found in features under â€Å"Manage my listing†. User can check back their added listing anytime they want, and can choose to modify the information or delete the added listing. In ‘My properties and ‘My Auctions page, user can choose to filter the order of the listings by selecting property type, posted duration and other option. In property wanted, user can submit a wanted property to the moderator and wait until further notification. Usually agent will notify user by e-mail or contact number regarding the property they want. ii) Personal Profile Some of the information in a member personal profile is filled up during registration, while most of the information is blank. The information in personal profile included user type, company information, contact information, and websites. All this information will be useful if some other user need to find out more about a particular user for some business issues. This will be needed especially in the forum. User will be allowed to use the forum to post new thread or answer to any existing thread when they had become member. Providing all this information will be convenient to other member as well as the agents in case they need to contact the member. Other than entering their personal information, user can upload picture and video of themselves. Added picture will be shown in the profile page when it is viewed. As for video, user need to click on the video button located on the left side to view video in a new pop out. Brief information of the properties owned will also show in this page, as well as latest 10 posted threads in the forum can also be view by clicking on the â€Å"Forum† button. All this function is to ease other member in finding out more about a particular member. iii) Think Mail Think mail serve as a mailing service for members to receive messages sent by other member or agent. This is a simple service to read and delete mails; however it does not support sending message here. User need to go to another member page and click on the ‘Message button to send him or her Think Mail message or e-mail message. Other than this, user can set his or her e-mail alert option. This service is to receive property alert message in case user got use any service like property wanted and awaits agent finding. 2.1.1.2 Forum Just like other forum, ThinkProperty forum contain all types of topic discuss about buying properties, selling properties, property investment, finance issues and much more. Only registered member are allowed to post any question on the suitable thread and await other member to reply or reply to any existed thread. With the support of a forum, all members can get more help and information regarding property issues and problems, and also get to know more about agents and people from other place. A forum also serve as another way to obtain information and solving problem, otherwise user can only communicate to the moderator by using customer support and sending messages. 2.1.1.3 Customer Support In ThinkProperty, there are three ways to obtain supports. First is to use the most common method like many websites do, using the feedback form to send question and awaits reply from the moderator. Second is to use the forum to post new question and awaits replies from other member and moderators. Third is to use the live help desk located on almost every pages on the top right, right below of the main menu navigation. Live help desk is an instant messaging service. When click on it, a new window will pop up and there will be someone there to answer any question asks by the user. This is one effective way to obtain answers instantly without waiting like other two customer support. However, live help desk is not always available to be use. There is no specific time when it is available, but user can found it available many times in a day. 2.1.1.4 Viewing Properties To view the available properties, user has to enter a desire location in the search box on the top of the website. This is a more direct way to find property around an area, instead of viewing all properties from other places at one page. While entering data into the searching box, a drop down that contain some location that match the entered data will show to let user navigate quickly if the target location is within the drop down. When random data being entered, especially when input character is less than 3, location that is not related to the entered data will show. Otherwise, it will show no result match in the drop down. A ‘Display map check box under the search box is to indicate navigate user to view all properties page with its detail or navigate to Google map that shows the entered location and properties contain on that area. 2.10 shows an example of Google map result when display map is checked. The red house symbol below shows the properties that are available around the area. When mouse hover on one of the red symbol, a small dialog box pop out and show brief information about the property. User can click on the click on the bottom of the box to see more information about that property. Without checking the â€Å"Display Map†, when a location is selected, it will navigate to a page that shows all properties with some information located in that searched place. For example, 2.11 shows all properties available in Damansara when user enters Damansara in the search box. On the left side of the page, there is one filtering function to sort the wanted property details. By clicking on any of the filtering option, the function of it will show and allow user to choose or enter related information 2.15 shows the bottom of the property page. Google map of a particular property will be show if the property has information about it. At another side will be the seller information. In case user interested to find out more, they contact using the provided information or use the form below to e-mail the seller. In case user found that a particular property is not available anymore but it is still tag as available, user can simply click on the link beside the red icon below to notify the unavailability of this property to any user that view this property later. When user had done with one property, user can always choose to go back to all the property listing or simply click on the next button to view another property, or click on the previous button to view visited property before this, this two buttons located on top of the view all listings page. 2.1.1.5 Find Agent ThinkProperty does not offer a direct page to view all agents features. To find an agent, user needs to click the â€Å"Find Agent† link above the search box and then choose either find agent by area or by name. In case user knows any particular agent name and hoping for their service, they can try this search box to locate the agent to see all their posted listing. This also eases users when they know the agent name and where they work, but did not have any contact information about the agent. This may not work only if the target agent is not a member of ThinkProperty website. 2.1.2 Strengths and Weaknesses 2.1.2.1 Strengths * Simple, user-friendly interface. Overall web pages do not contain much unnecessary things. Simple looking and direct way to navigate to pages provide good browsing experience to users * Less complex function and process. Most of the process like job application form, submitting properties, searching functions are step by step methods and does not consist of much complicated process, this helps in reducing user confusion when using ThinkPropertys website * Good functionality and features. Sufficient features to provide good properties searching and managing experience * Good customer support service. Contain of more than one types of customer support feature for the purpose of increase efficiency in providing helps to the users when browsing ThinkProperty 2.1.2.2 Weaknesses * Risk might be unavoidable. ThinkProperty may not responsible for any information risk like fake agent or propertys information as they have no control over agents or members information * Searching function is the only way to view all properties and agents. As searching for properties and agents only depends on the searching box provided, first time user may not know how to find property and agent information. 2.2 iProperty During Jan 2009, iProperty was declared as the top property portal in Malaysia by Google Ads Planner. Operating their business in Malaysia, Taiwan, Hong Kong, Singapore, India and Philippines allow clients from different states to use their service. For further development, they are working towards capitalize the property market and maintain their top leading position and continue working on online property advertising. (Sorensen, 2009) 2.2.1 iPropertys Features 2.2.1.1 Members Features Like other websites to use all the features offer to members only, user has to proceed to registration and approved as a member first. Before login, there will be several links under login like My shortlist, My Property Ads and others, but when user click on those link without login, they will be directed to the login page, which contain registering and forgotten password feature. To register, user just has to click on â€Å"Register Now† link located on the top left side of every page or under the login field on login page and navigate to the registering page. Upon submitting the form, user will receive a random generated password in their registered e-mail, user has to use that password and registered username to login, and then they can choose to change the password later on. i) Create Personal Profile Upon registering as member, user can choose to create their personal profile. This feature is optional, other than letting the agents to know more about them when using iPropertys service like property wanted and property ads, it also allow other member to find out more about a particular agent through iExpert. ii) My iExpert iExpert is a service designed to ease the sharing of property information sharing among members. All users are allow to use iExpert to search and view questions and answers provided by the members, however, only members are allow to post new questions and answer existing questions. It serves like a partial forum but does not contain much feature like forums do. iii) My Property Wanted Like other property website, iProperty offer a property wanted feature to all members only that allow them to submit a form consist of the property requirement a buyer want, and let the agents to perform a property search to find available property match the buyer requirement and notify buyers about it. Members who use this feature will keep property wanted information in their profile. 2.2.1.2 Viewing Properties The â€Å"New Property Review† button contain under the drop down of â€Å"New Properties† located on top of the main menu navigation direct users to the latest property listing in iProperty. User can choose to view different types of property by months by selecting from a list box on the right side of the main title. This is one of the ways to view property owned by iProperty. Another way of finding properties is to use the searching function located on top of the page under the main menu or view properties through related developers or agents. Viewing a property consist of several parts. The first part is the propertys review that contain of long description of the particular property. It consists of some pictures regarding the property with describing the surrounding, environment and facility to attract the interest of people to know more about it. The second part is the propertys specification. This page usually of one picture regarding the property and all details like address, property type, land title, tenure, land area, price range, posted date, and side information which are nearby transportation, schools, and amenities. Next part is viewing the property gallery. This page usually consists of photo gallery taken by camera about the property environment. Visual tour will also available in this page if the particular property has any video about visual tour. Map is available in most of the properties to show the location of a property and also direction to approach to it. For those properties that has Google Map details, a map will be provided as well. Lastly, user who interested in a property can register to it using a provided form to let the agent to contact and brief user about further information. Other than property specification, there are extra corner for sending enquiry to the agents or related person, sending enquiry to the developers and also a home loan calculator provided by Maybank with the information of preferred MPF, interest rate, loan years that is already provided according to the property and the monthly repayment result is provided automatically to the user. 2.2.1.3 Visual Tour iProperty provide visual tour service for user to experience a virtual visiting property experience. Visual tour video can be found on the bottom of each property under gallery view. However, not all properties provide visual tour service. User can found properties that contain visual tour service on the â€Å"Visual Tour† link under new properties on the main menu navigation. 2.2.1.4 Find an Agent Finding an agent in iProperty only require a click on â€Å"Find An Agent† button located on top of the page in main menu navigation. From this page, user can see their name, contact number, e-mail and self description. On top of it, there is a search agent function to find an agent by name, state and area, or user can filter all agents according to the first alphabet of their name. By clicking on their name, user will direct to their page that contain all of the listing they hold. User can also send a message to a particular agent in their page by submitting a form above the holding listing. 2.2.1.5 Search Function There are basically three types of search function depend on each pages. Different types of search function shown in different page for different purpose. 2.29 show a search function located on the main page and new project page. There are sufficient data for user to specify the searching information to obtain better matching property. User can click on â€Å"Advance Search† to have more option to search. Alternately, user can choose to filter properties according to different state by clicking â€Å"By Area† or different country by clicking on â€Å"Overseas†. The second searching function is searching agent function. This feature available only in â€Å"Find An Agent† page and the concept is the same with normal searching function. User just has to input the agents name, area or state, or choosing the first alphabet of their name to find a particular agent. The third searching function located on â€Å"Home Service† page. This searching function use to search for available furniture or home products. 2.2.2 Strengths and Weaknesses 2.2.2.1 Strengths * Rich supporting technologies. iProperty consist of several tools like Google Map, Visual Tour, and some other function that make their service very efficient. * Detail properties information. All properties information included location map, floor plan, transportation and amenities nearby, image gallery and other related information provide information more than what the clients want to know. 2.2.2.2 Weaknesses * Too much information in a page may be unnecessary. Most of the pages contain a lot of information even if it is not related to the page. Users may found it confusion on information that is related or none-related to what they need. 2.3 Summary In this chapter, the author analyze some existing real estate company websites. As understanding features they use to enhance their operation is the main priority in this objective, the author has more knowledge on developing a real estate websites, as well as some of the strengths and weaknesses, to be learnt and avoid when developing an online property management system. Chapter 3: Conduct Interview and Survey 3.1 Overview In this chapter, the author conducts interview and surveys to the head of City 2 Property and also some agents who are experience in real estate business. The author uses this two fact finding method to determine the user requirement of the proposed system and the agents expectation towards it. In the end, the author will record the fact finding result and present on this chapter. 3.2 Interview The author decided to conduct an interview to the head of City 2 Property, Mr. Koo Kam Swee, because he is the most suitable person that understands the requirement or the needs of this proposed system. The interview question will be produce base on the purpose of understanding what will Mr. Koo expect the proposed system can do and how it benefits the business operation and the agents in the company. All the interview questions and answers show below contain main questions and some new questions that were asked during the interview. 3.2.1 Interview Questions and Answers 1. What give you an idea of using a website for your business? (To understand the purpose of the proposed system towards the company) Our companys operation mostly depends on paper work as we have already used to it. We never thought about creating a website until I realize the advantage of a website that can help people from the outside to access to our service faster and anytime even after our operation hour. Therefore, creating a website like other real estate company helps the customers to reach us easier. Author finding: The author uses this question to find out the interviewee main purpose of having this proposed system. The author now understand that the manager get the idea that online business provide fast and easy ways to interact with clients, therefore he decide to implement a website for the company. 2. Without a system, what types of problem your company and the agents faces? (To understand how should the proposed system benefit the company) As I mention, most of our works depend on paperwork. Upon completing a document work, if require sending to clients or others, we need to send through letters, awaits receiving, and finally reply back to us. The overall process takes up a great amount of time. If there is a website, we can shorten the time of this type of process so that we can complete a task much faster. Author finding: From above statement, the author understands that the manager hope that the proposed system can benefit by completing a task faster using electronic mail instead of delivering letters which is very time consuming. 3. Other than that, what are other problems exist? For instant, what you think other real estate company with websites benefits compare to your company? (To understand more on the benefits of the interviewee expect towards the proposed system) Having a website for the company nowadays is a type of competitive advantage. I know some of the other real estate company having their own websites, this give them the advantage of allowing clients to reach them easier, meanwhile this become a disadvantage for us as we lack of this service to offer to the clients. Author finding: Spontaneous question continue from the second question, the author try to find out more about the expectation of the manager that the proposed system can benefit the company. The author gives an example of other real estate competitive to make interviewee to think more critical on the benefits he expects. By the answer of the interviewee, the author know that the manager expect the proposed system can be a competitive advantage when compete with other real estate company. 4. For the website, what features you expects most? In another words, what feature you think is the most important in the entire website? (To understand what feature the interviewee concern the most) The most important part in the website would be allowing people to view our properties. We hope that people who view our properties using the website can know all the details of a property when they access the page. Author finding: The author wanted to know what is considering as the most important feature in the proposed system. The answer given shows that the manager expect viewing properties as an important feature that should put effort on for the purpose of allowing the users to know the full details of a property. 5. Other than viewing propertys details, what other feature you hope to be implemented to make viewing properties a better experience for the users? (To make the interviewee consider more on the functionality of the concerned feature) To be able to view propertys picture with all the details, this would be good enough. Additionally, I hope the website can handle some clients services like sending enquiry about a property or provide information about our contact so that their can call us or send message to us whenever they need our service. Author finding: A spontaneous question follows by question number 4. The author trying to make the interviewee think more on adding some functionality that can make viewing properties better for the users. But the manager does not have too high expectation on other function about it, and suggest other feature regarding serving clients by receiving enquiries and mail from them using the proposed system. 6. Will you expect people to be able to register as a member of City 2 Property website? If yes, what do you hope to benefit from this feature? (To understand what the manager think about member system and how to benefit from it) Possible. Having members in our website help us know more about them, in case we want to contact them using mobile phone, we may be able to locate their contact information through the website. Author finding: The author finds out that the manager does not have high expectation on the member system as well. The manager hopes that this feature can be used to find out the members contact information so that the agent can contact them when necessary. 7. If a member system is implemented, what you think about allowing members to sell their properties using the website? (To understand what the manager think about selling properties online) I guess this should be no different than clients call up to offer their properties to us. If what I think is correct, th

Evaluating Term Limits Essay -- U.S. Government

Upon first examination, the idea of implementing term limits in Congress is appealing. In fact, the idea of term limits was initially discussed by our founders, though it was eventually decided that it should not be included in the Constitution (Newton-Small, 2010). The reasons for considering term limits have remained consistent since the beginning of the country, however, and include ensuring legislative turnover, limiting the abuse of the power of seniority, and decreasing the advantages given to incumbents in the campaign process. Interestingly, the states that have adopted term limits have not seen the expected positive outcomes, nor have the opponents seen the dire results that had been predicted. Upon further investigation, the case for term limits is strong as long as it is a nationally based initiative in order to create uniformity and the limits are long enough to increase competence in the job and head off short-term thinking, however without increased voter involveme nt, no reform will solve the current concerns with Congress. There are currently 15 states that have term limits in place for legislators, and among those states, there are seven different versions of term limits (National Conference for State Legislatures, 2009). The differences include the length of time for the limits and whether they are lifetime limits or just consecutive term limits. The difference in the parameters, and the fact that there has been no national reform passed, impacts the effectiveness of the restrictions. For example, consider the fact that congressional privilege and power is often based on seniority. States with current term limits have placed themselves in a weaker position when it comes to power within the legislature... ...tions.gmu.edu/Turnout_2008G.html Morrison, J. (1992). Congressional tenure limited to two consecutive terms? Retrieved from On the Horizon.com: http://horizon.unc.edu/projects/OTH/1-1_poli3.html National Conference for State Legislatures. (2009). The term limited states. Retrieved from NCSL: http://www.ncsl.org/legislatures-elections/legisdata/chart-of-term-limits-states.aspx Newton-Small, J. (2010). Term Limits: No magic pill for Washington's woes. Retrieved from Time.com: http://www.time.com/time/printout/0,8816,1967192,00.html Rasmussen, S. (2011). 71% favor term limits for Congress. Retrieved from Rasmussen Reports: http://www.rasmussenreports.com/public_content/politics/general_politics/september_2011/71_favor_term_limits_for_congress Shenkman, R. (2008). Just How Stupid Are We?: Facing the Truth About the American Voter. New York: Basic Books.

Filipino Slang Words Essay

Throughout the generation, one can already make a separate dictionary for the great number of Filipino slang terms created. However one term can definitely catch one’s attention, which is exactly what the term’s meaning is. Have you ever been in a situation where a person has been called epal? What exactly is being epal? Urban Dictionary defines it as ‘a person who goes into a situation wherein his presence is not needed or in a place he does not belong’. The term epal has been derived from the word ‘pumapapel’ or ‘mapapel’ which means someone who intervenes with affairs of others or impedes with the concerns of a group with no relation to him with the intention of trying to become the center of attention. It can be inferred that it is an example of salitang kalye or balbal in Filipino language and has an unclear etymology. Although unclear is its roots, epal is similar to other Filipino slang terms and it is certain that there is a catalyst for these words to be created. Hence, it is not only about using epal as either an insult or a label because it is also an element of language variation. Relevantly, slang terms are codes or â€Å"mechanisms† that reflect social awareness or circumstances happening around an individual (Newsome, n.d.) The term can be traced to the culture of the Philippines. Knowing that it is part of our language and culture, it is ought to be elaborated for it allows the discovery of the pattern of formation of words like it and what it has to do with our identity. This one word could even identify the image of Filipino society in the micro-level. The term epal is a proof of the diversity of the Filipino language because of its connotation in the past and present, impact to society and contrasting themes with other similar terms in the Philippines. On account of being a mainstream negative label for someone, the attribute of epal has extended to the usage in the social and political dimension. There are hundreds of situations one can recognize someone as epal. In the social scene, media might use epal as an interesting element in a show. One can imagine a girl with her quickly beating heart, and blushing cheeks that seem like roses blossoming and sparkling eyes hidden and focused on the ground to avert the eyes directed toward her. In an inconspicuous location after school hours, she called this boy full of determination but now it was as though her courage was being drained from her. Presently, she is standing before the man of her dreams and is ready to confess her overflowing emotion. Both are anxious of their presence and what is about to happen. Beginning to explain, she spoke to the boy in a soft-spoken yet determined voice. As soon as she was about to confess her pure and deep love, the whole atmosphere is ruined and the mood is after a teacher appeared. The romance between the princess and the prince is destroyed by the dragon and to what they thought was going to be their happy ending, it ended painfully before it even began. An epal is a person who intervenes with people or thwarts plans. In a political scene, again one can imagine a person walking down the street, and he sees posters everywhere of incompetent politicians declaring their vow to the progress of this country. It was the same vow they made during the previous campaign period where they won, and currently their promises are insubstantial. Completely infuriated by this, he goes home and tries to ease his mind so he turned the television on to watch his favourite show. Giggles and tears were expressed; the person was concentrated veritably on the show for the storyline was reaching its climax. Then, the epal struck once more; a campaign advertisement showed the same shameless politician, who pretended to help the adults and children by giving them goods and smiles at a populated squatter area. At such a premature period, he was already campaigning and promoting his kupal side. An epal is one who schemes and gets as much opportunity as possible to get attention. To distinguish further, an epal is characterized as: first, he is treated like an outcast when he is forcing his way in to a group he does not belong or he is not welcome in. Second, a person who assigns himself with more work so he seems the good guy in the group but actually he receives pity and the work he assigned for himself is given to others so he is left with none. He is a cunning extra character in a movie trying to create his own script in the film, so he can get the credit for the success of the movie and get more attention. Boosting the ego through vexatious ways, it is what an epal does. As is any other term, there must have been a cause as to why slang words are formed. Though epal has a vague etymology, it has motivators for it to be integrated in the Filipino vocabulary. First, according to Zorc (1993), Filipinos establish the idea of a slang terminology â€Å"by borrowing from other languages, by giving new meanings to pre-existing words by coining or creating original forms, or by using numbers as a kind of â€Å"in-group codes† (as cited in Derivation of Slang Words, para. 1) The explanation for the existence of epal can be identified as coinage, or invented words completely or almost varying from the words they had been based on. It has reshaped the term through the process of metathesis and reduction. Metathesis or agglutination is simply the rearrangement of sounds and syllables in a word to produce new terms that may or may not have the same meaning as the original word (Derivation of Slang Words, n.d.). During the 1970s, the process of agglutination become popular and it might be the reason why we have epal (Tan, 2009). Reduction is the truncation or removal of a letter or a group of letters in a word. Example of these are Erap from the word pare (brother or friend), as well as yosi and siga (a brute) from sigarilyo (cigarette). Second, the likely cause of the creation of epal, similar to other salitang kalye at balbal, is being relative to the situation the term epal was formed. The result is a product that suits its social environment. Epal’s locus and period of time of creation has influenced and contextualized the term. Areas of the masa, or the middle and lower class Filipinos and further popularized by the media is the likely origin of epal. It is proven that slang terms are more likely to flourish in the scene of the masa but it is not absolute in all cases for even in college or in other various settings, people create their own slang, jargon and register. As a result, epal is evidence that our language is diversified and made more unique, through its regular usage rather than using foreign language. Epal has observantly contributed to our media and politics. In social context, media has made it famous because celebrities, hosts, and showbiz gossip people use it; it has become a staple label for people regardless whether they deserve it or not. Another effect would be that media has used epal characters frequently in comedy programs and use them for humor in romantic shows or rom-coms in short. They are portrayed as people who are annoying and uncontrollably butts in conversations, break up friendship among people, or someone who likes to brag and present himself to other uninterested people. He is a typical fool or clown. In political context, DSWD has used the term and launched its program after this. The â€Å"Anti-epal† campaign is against the â€Å"epals† in our community. These are politicians and political groups that ‘use the Conditional Cash Transfer Program, also known as PantawidPamilyang Pilipino Program, to threaten beneficiaries and take advantage of their roles in the forthcoming elections (Fernandez, 2013). The epals here have the same essence as the social context but has integrated it into their own conditions. Looking at these instances, epal is a slang term created by and for vendors, pedicab drivers or loiterers in the street. It can symbolize a cry for patriotism and change. These effects show that even a term like epal affects not only our language but also the people themselves. From the unique term epal, other terms have branched out from it such as kupal and kapalmuks. The variety of such creative words in Filipino slang vocabulary is too many to identify; its usage changing through periods of time and its trend fluctuating through succeeding generations. Epal, kupal and kapalmuks have been used interchangeably but in actuality they differ in: representation and degree. The word kupal originated from the language of Cebu. Similar as epal, kupal is also a master in the field of being an irksome pest but it specifically means an obnoxious person. Furthermore, it may be described as a person doing irresponsible actions and being ignorant of its consequences. The degree of the term kupal is greater than epal because it expresses a stronger feeling of frustration when one is called kupal. Hence, it can only be used as an insult. A person being kupal may not actually always be impudent, yet the person will always be considered repugnant. An instance could be whenever a person makes decisions without good discretion and this wrong judgement has caused grave results to him and others as well. First aspect of a kupal is that the person lies frequently and blatantly to get what he wants. The second aspect of a kupal is that the person recklessly does things and insensitively involves people with him. Ultimately, the primary difference between epal from kupal is the depth of both terms’ to denominate an individual’s acrimony to a person. Conversely, kapalmuks is pure shamelessness. It is the contraction of the Filipino phrase â€Å"kapal ng mukha† which exactly means being thick-faced or to be put simply have no sense of modesty in oneself. Both kapalmuk and epal are almost synonymous with each other. Both are vainglorious and egotistic, but epal tends to meddle with people’s businesses while a kapalmuk fixes himself in showing off for the praise. Kapalmuks is the state of shamelessness to the extreme degree, greater than an epal. An epal might self-promote through people, or social channels like giving himself most of the credit for a project that he had negligible collaboration with (Esguerra, 2011). Brazenly stepping into an affair and wanting to help very pretentiously, an epal gains popularity with his non-existent contributions and solutions. Randy David of Inquirer claimed this to be the â€Å"new narcissism† (De Veas Insigne, 2011) Contrariwise, a kapalmuk associate himself with people to seek attention rather he would spotlight himself. In a clearer manner, a kapalmuk is personified and can be seen here in the Philippines where walls of cities are turned into photo albums or scrapbooks by politicians. Everywhere, they put tarpaulins, posters, ads, infograph and other propaganda of politicians about themselves. The affected are just not facades, buildings or electric posts; license plate, permits, etc. are also marked by politicians’ faces. Although an epal can be intolerable, a kapalmuk can be disgraceful to himself and other people. Despite arguments claiming slang words in the language of Filipinos for instance epal, astig, damulag, bulalo, and jologs as detrimental to our culture for it makes our language a lowly, menial and ineffective medium in communication, slang terms are actually one characteristic of language which represents diversity at the same time solidarity. Coinages of Filipino terms prove that the language is ever evolving. It does not matter if it is barbaric or jargon but the important thing is that these words convey some aspect of truth in the world. The term epal then, represents the truth of having an exasperating character whether in real life or in a TV show. A person being epal is characterized as an outcast of in a group or a prideful extra in a movie. Similar as any slang word, it has its origin and during the trend of deriving slang in the 70s, epal took its form from the word ‘pumapapel’. Its effects to the Philippine community are that it is a recurring theme in the entertainment side and has been used to label people from the political arena. Epal may simply describe an attention seeking person but this is just a manifested purpose of the term. Its latent purpose might be to depict people in the country that are damaging this society. The significance of words in our language such as epal is not just to know a description for an enemy you have, it is much more complex than that. According to Gibbs (1994), Slang can be defined as â€Å"dynamic variety of language that is used to show solidarity and claimin-group membership† (as cited in Newsome, para. 2). It is in this light that we can deduce that when one culture creates slang it means that people are comfortable with the people they are mingling with and this strengthens the affiliation between a group either through race, language, belief, etc. Hence, it is right to say that bekimons, gay people in the Philippines, do not just cluster around their sexual orientation but also the language that they speak of. Lodge in his work â€Å"The Pragmatics of Slang† concisely explained it in his first of three features of language variation, that â€Å"a broad and increasing lexicon is essential in order to express the ‘nuances’ of human emotions and personal identity and experiences† We create these slang words because these words embody our troubles and our personality; the whole essence of us. Words mean nothing if these do not help define ideas and thoughts of the people. The word epal entails the idea of the generation when it was made and is being used. Thus, epal may, in the future, disappear in the following generations but the language of Filipinos will still be evolving. References: Arriola, B. So what’s epal (2012, September 03) Retrieved from Beltran, C. Beyond epal†¦it’s kapal (2012, September 12) Retrieved from http://www. De Guzman, L. In the know: ‘Epal’ (2011, November 04) Retrieved from De Veas Insigne, Y. (2011, November 17) Anti-epal bill is ok but how about the kapalmuks? Retrieved from http://www.yodisphere.com/2011/11/anti-epal-bill-is-ok-but-how-about.html DSWD to launch anti-epal campaign (2013, February 03) Retrieved from Epal : Pinoy Slang. (n.d.) Retrieved from Epal : Urban Dictionary (n.d) Retrieved from Esguerra, C. V. (2011, November 04) Sen. Santiago to shame vain politicians thru ‘anti-epal’ bill† Philippine Daily Inquirer. Retrieved from

Ogilvy Mather and Its Competitive Strategy for the Next Four Years Essay Example

Ogilvy Mather and Its Competitive Strategy for the Next Four Years Essay Example Ogilvy Mather and Its Competitive Strategy for the Next Four Years Paper Ogilvy Mather and Its Competitive Strategy for the Next Four Years Paper GRADUATE ECONOMICS PROJECT TEMPLATE Enter the required information in the spaces provided on this cover page. DO NOT ENTER TYPE OR CHANGE PAGE 2 your marked project will be returned via your ECU email address. FAMILY NAMEOTHER NAMESTUDENT NUMBER LYONETTE YOUR ECU EMAIL ADDRESS UNIT CODE AND TITLEMBA5627 PRINCIPALS OF ECONOMICS STUDY MODE BY COURSEWORK YOUR PROJECT BUSINESS NAME OGILVY MATHER AND ITS COMPETITIVE STRATEGY FOR THE NEXT FOUR YEARS I HAVE READ AND FOLLOWED PROJECT INSTRUCTIONS (MARK BOX WITH AN X)X YOUR PROJECT WORD COUNT2818YOUR ABSTRACT WORD COUNT100 REMEMBER to save your project using the filename format shown in the examples below SMITH John 0123456 MBA5627 Project S1 2008 CHEN Chunmei 0987654 ECF5600 Project S2 2007 PATEL Rajiv 007007 MBA 5607 Project S2 2008 MWESI Cholo 0333444 MBA 5627 Project S2 2006 PROJECT ASSESSMENT FEEDBACK TitleUsing the analytical tools developed on this unit, conduct an economic environment analysis of a business you have selected for study and suggest a competitive strategy for that business to cover the next four years. Margin abbreviationsA / V / U Avoid this usage / This is verbose / This statement not clear / Ambiguous D Needs definition NS / No! Statement is a non-sequitur i. e. logically incorrect / Statement is factually incorrect R Repetition this point already made S? / Ref! Reference / Source for this statement? / Citation is incorrect or incomplete Sp / P / PE Spelling error / Punctuation error / Poor expression – see writing skills advisor T Title for table, appendices or graph required This assessment task (AT) is graded under the following headings: (1) instructions guidelines; (2) knowledge of economic concepts theories; (3) discovery use of economic data; (4) application of economic analysis; (5) standards conventions: referencing; avoidance of plagiarism, expression; presentation. Summative Comments – see also inked in-text comments Mark: Instructor Comments Content 1. Project title†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦p-4 2. Abstract†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. p-4 3. Introduction†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.. p-4 4. Overview of business: Product, Market, Value Creation†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.. p-4 5. Business costs in the short and long run†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. p-5 6. Market Structure: Competitor and Regulators†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦p-6 7. Macroeconomic Environment 1: The Business cycle†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦p-8 8. Macroeconomic Environment 2: Marco Policy, Interest Rates and Taxation†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. p-9 9. International Environment: Global Business conditions and Exchange Rate†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦p-9 10. The Driving Forces†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚ ¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. p-10 11. Competitive Strategy for the next four years†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. p-11 12. References†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. p-12 1. PROJECT TITLE Ogilvy Mather and its competitive strategy for the next 4 years . ABSTRACT/EXECUTIVE SUMMARY As an advertising agency Ogilvy Mather India has a high ranking in the Indian advertising industry. The paper studies the company, its services and its place in the industry. The paper analyses and defines its market structure as one of oligopoly. It is seen how the state of the economy effects a large company like OM and how monetary and fiscal policies affects its revenue and expenditure. By studying the market structure, economy and the companies driving forces a competitive strategy for the next four years is suggested in order to give OM a better stand in the market. . INTRODUCTION The aim of this project is to study the economic environment of the Advertising Industry in India using the company Ogilvy Mather as the main focus. The various economics aspects which affect a business such as product, value creation, costs, competition, business environment etc will be discussed. An analysis of the market structure define the position of the company and the study of the economy tell us how the company is affected and the best strategy for the chosen company for the next four years will be outlined. 4. OVERVIEW OF BUSINESS: PRODUCT, MARKETS, VALUE CREATION 4. 1 About the Company: Ogilvy Mather is one of the largest marketing communication networks in the world, dealing with multinational and national brands in a number of regions. It is a subsidiary of the WPP group and has numerous offices all around the world; however in this project the main focus is on the Ogilvy Mather (O M) Indian branch. O M was the first advertising agency India, having been in the business for the past 80 years it provides the core service of building and nurturing enduring brands (â€Å"Ogilvy†, n. . ). 4. 2 The Main Product: Ogilvy Mather started as an advertising agency providing the basic services of advertising but today the services provided by the company include Advertising, Direct Marketing, Public Relations and Activation. Ogilvy Activation Includes services in the so called non-traditional area of advertising. As of 2004 advertising by the company recorded around 70% of the revenue i n India (â€Å"Ogilvy Mather India Ltd†, n. d. ). 4. 3 How Does it Create Value: The company creates value in two ways: Reduction of transaction costs – When compared with other companies O M follows a strategy called the 360 Degree Branding approach. This approach covers all aspects marketing communications; it’s when all media contribute towards the campaign and the building of a brand. It provides all the key services the companies are looking thus saving the companies the trouble of having to approach different agencies for different services. This saves the clients through economies of coordination, reducing costs of searching for specific skills and services. Changing perceptions of perceived benefits – Ogilvy Mather is a brand name that has been around for more than half a century. Over the years it has helped build some of the most successful brands in India e. g. Asian Paints, Cadbury etc. Since the main function of the company is advertising its influences customer behaviour by changing perception. Having a client base which included companies like Hutch, Perfetti etc has positioned the company to be one of high repute, hence clients perceive benefits of higher value. 4. 4 Market Dimensions: The Indian advertising market has grown considerably over the years, the 13,200 crore (13. 2 billion) industry has grown from the initial slump in the beginning of the decade, it saw a 14. 1% growth over 2005 (â€Å"Ad Lib: On campaign trail† n. d. ), the industry saw a double digit growth over the next two years. In 2007 the Total electronic media revenue alone was 6100 crore (6. 1 billion) (â€Å"Budget 2007-2008†, n. d. ). Ogilvy Mather have a large market in India, however it enjoys a global presence as well. It offers creative and non creative services to the company worldwide. Some of its international projects include offshore design and packaging work, commercials for Perfetti’s products and creative work for international brands like Coca-Cola, Fanta, Sprite and Singer. 5. BUSINESS COSTS IN THE SHORT AND LONG RUN Brand building or advertising agencies like most other businesses, are multiple –product firms. †An Agency’s costs may depend on how their clients allocate their advertising budgets across media and there is considerable variation in media mix among agencies. †(Schmalensee, Silk Bojanek, 1983). Difference in media mix contributes to a great extent to how different agencies can lower their costs of production. The advertising and brand building industry is one which is labour intensive in nature. In such firms value creation is knowledge, skill and creativity intensive and is delivered by highly creative and skilled employees. As a marketing communications firm OM create value by building the non tangible aspect of the brand. Output and quality in such a firm depends on human creativity and ideas. It is the understanding of brand positioning by the human element that determines the quality and effectiveness of the product. Typically an advertising firm would incur costs such as television billings, costs incurred on business publications, point of purchase, newspapers, internet, direct mail farm publications etc. Changing the scale of business: Changing the scale of production in the short run would mean being able to change the variable factors of production. In the case of Ogilvy Mather changing the scale of production in the short run would mean being able to increase the duration of its contracts, bring in more skilled people like creative designers, copywriters etc. It would take the company a period of three to four months to change its scale of production in the short run. In the long run Ogilvy Mather are able to increase the number of contracts and open new segments e. g. Ogilvy One. In the long run the company enjoys a constant return to scale. Since it receives commission and fees directly in the same proportion as the number of contracts it undertakes the returns to scale is also in the same proportion. It would take the company more than a year to change its scale in the long run. 6. MARKET STRUCTURE: COMPETITORS REGULATORS To analyse the market structure in which the company operates we use Michel Porters five force model. Michael Porter’s â€Å"Five Forces† Analysis Model 6. 1 barriers to entry: Investment – In a large industry like advertising where there are many big players who command more than 50% of the market share it becomes difficult for another company to enter, since a large investment will be required. Highly skilled and creative employees – In a business like advertising a highly skilled, intellectual and creative team of people is required. It is not only difficult to find and employee such a team of people but is also difficult to compensate them as employees of such high calibre are at the higher end of the pay scale. Brand name and customer loyalty – OM have been in the advertising business for more than 70 years, they have created a power brand of high repute. They command high customer loyalty and provide an array of high quality services thus making it difficult for new entrants. Network effect – The advertising industry is one in which there is a high level of business networking since most of the clients are other bigger companies. Competing players may have difficulties entering a market where a strong player like OM has already captured a significant user base. Sunk costs – Sunk costs cannot be recovered if a firm decides to leave the market, they therefore increase the risk and deter entry. Acquiring big companies: In an industry like advertising those companies stand to gain who get the so called bigger deals, i. e. agencies with big companies like Cadbury or Hutch as clients command a better position in the market, it is difficult for new companies to gain such clients. . 2 Rivals: competition among existing companies In India many companies exist in the advertising industry, however only a few big companies are able to provide the service on the scale and complexity which can be comparable with that of OM. India has a lot of Advertising agencies but only a few big companies contribute to the total revenue, Ogilvy Mather recorded the highest capital billings of 7425. 78 million while Saatchi Saatc hi was the lowest at 937. 54 million (â€Å"top Indian advertising agencies†, n. d. ) 6. 3 Bargaining power of buyers Big companies like Cadbury, Coca-Cola, Asian Paints etc are clients or buyers of the services the advertising agencies provide. Since they are looking for top quality services and Brand building, costs are but a secondry issue to them. They have a good bargaining power. However the advertising agency like Ogilvy Mather have a brand name and a high reputation hence they also have a good posiiton where they can negociate 6. 4 Bargaining power of suppliers the suppliers would include all forms of media, cretive designers on contracts, technology suppliers, studio works etc. OM have a good bargaining power since they are one of the big player in the market. 6. 5 threat of substitute Ogilvy Mather offer high quality services but with other huge players like Lowe Lintas, McCann-Ericsson etc operating in the market there is always a threat to the company, when clients untertake mergers or acquisitions they may seek another agency to do their work e. g. OM were kept in the avcume when one of its big clients Hutch was in the process of being taken over by a bigger player Vodafone. 6. 6 Market Structure Ogilvy Mather will be considered as an Oligopoly. In spite of Advertising being a monopolistic competition in this case it is an Oligopoly, the reason being that its is a very large company and faces stiff competition from not more than 7-8 companies, it is these big companies that contribute to more than 75% of the industries revenue. 7. MACROECONOMIC ENVIRONMENT (1): THE BUSINESS CYCLE 7. 1The business cycle The Indian economy in currently in the upswing phase of the business cycle (â€Å"3 ‘I’s’ for 2008†, 2008) the three reasons cited for the Indian economy to e in the upswing phase are: Investment – it has propelled the growth performance of the past four years, building on a solid foundation of consumption spending. â€Å"Gross fixed capital formation, a measure of the increase in productive capacity of the economy, crossed 30 per cent of GDP for the first time, after hovering in the high 20s for several quarters. † (â€Å"3 ‘Iâ €™s’ for 2008†, 2008) The Corporate sector has seen growth in productivity and profitability under the combined impetus of consolidation and capacity expansion. A growth of country’s infrastructure also suggests that the economy is in an upswing, Mega power plant bids by the Tata Group and the Reliance Energy vouch for the same. Although the economy is in an upswing it is facing some short term fluctuations, as we can see in the diagram below than the real GDP has fallen in the 3rd Q of 2007-2008 as compared to the 1st Q, since the US economy has slowed down it appears to be a trickledown effect (â€Å"Can India cope with economic slowdown†, 2008). (â€Å"The Real Economy†, 2008) 7. 2Inflation In an economy all companies are affected by the business cycle, as the economy is in the upswing the country is faced with the challenge of high inflation, Inflation in India currently stands at 7. 4% (â€Å"Macroeconomic and Monetary Developments in 2007-08†, 2008). At present the decline in consumer spending is taking its toll on the fortunes of the advertising industry. Inflation has forced agencies to settle for abysmally low margins. Compared to last year, margins have shrunk over 60% this year (â€Å"Blame it on Inflation, Ad margins shrink 60%†, 2008 8. MACROECONOMIC ENVIRONMENT (2): MACRO POLICY, INTEREST RATES TAXATION The government of any country helps control the economy through it fiscal and monetary policies, the main areas of interest are the interest rates and the taxation. Interest rates and takes affect all business in the economy. 8. 1 Interest Rates According to reports by the Reserve Bank of India the prevailing interest rate is around 6%. The Federation of Indian Chambers for Commerce and Industry (FICCI) blamed the tight monetary policy of the government for the slowdown of industrial growth. The FICCI has suggested a downward revision of interest rates, this would help in the stimulation of demand and would ease the cost pressure on the manufacturing sector (â€Å"FICCI blames high interest rates for industrial slowdown†, 2008). When interest rates are hiked investment is reduced by big companies as a result of the trickledown affect other companies are affected. In the case of OM when its clients e. g. Lenovo reduces its investments it will slowdown and as a result it will squeeze its margins with OM. 8. 2 Taxation Some sectors in the economy seem to be under a greater tax burden than the other, e. . the telecom industry in India is facing various kinds of levies and tax (â€Å"Telecom Firms and Budget 2008-2009†, n. d. ), they in turn may cut costs and adjust their finances to shoulder this tax burden and in turn reduce their expenditure on advertising, in such a case companies like OM stand to lose. 9. INTERNATIONAL ENVIRONMENT: GLOBAL BUSINESS CONDITION S AND EXCHANGE RATES Ogilvy Mather India has expanded its boundaries and now have international clients as well, some of its foreign clients include Perfetti (Italy), Lenovo (China), Coke (US). Having foreign clients means involvement of the exchange rate. Currently the Indian Rupee is trading for 42. 77 US dollars. Ogilvy Mather do commercials as well as other creative work for these brands hence costs and payments are affected by the exchange rate. If the Indian rupee were to appreciate then it would be dearer for OM’s international clients. Trend of the Indian Rupee against the US Dollar 10. THE DRIVING FORCES 10. 1Internet Advertising – today the internet accounts for a large portion of the advertising budget, it is easily accessible and convenient. It has become a part of the media mix for all advertising agencies and can now be considered as one of the driving forces. 10. 2Globalisation – With companies going global they are trying to reach out to a larger and more diverse market, if the key message of the company and its USP is not carried to the public in a proper manner the brand could be affected. OM not only does advertising for such companies but also does brand building, public relations etc. More over is has to always reinvent is creative aspect to meet global standards. 0. 3Creative Team with international exposure – advertising, promotion, brand building etc cannot be effectively achieved without a creative team, creative designers, art directors etc all form part of this creative team. This intangible aspect of the business is called talent and creativity. 10. 4Clients and the general public – today customers and consumers rule the market, it’s all about what they want and what they think , studying consumer behaviour is important for any company. Advertisers always have to keep the attitude and sentiment of the public in mind when creating ads. 10. 5The state of the economy – the state of the economy is also major driving force since the income and expenditure of companies like OM depend on how much their clients are able and willing to spend on advertising and promotion. Companies make such budgeting decisions based on the state of the economy. 11. COMPETITIVE STRATEGY FOR THE NEXT 4 YEARS The country is currently in the upswing stage, the Advertising industry has come a long way where growth is concerned. It recorded a 22% growth over the previous year (â€Å"India to increase advertising expenses by 2010, Assocham, 2007), in the past 6-8 months advertising rates have risen from 30 to 40 percent (â€Å"Empires rise again on the news-stands of India†, 2008). Ogilvy Mather are among the top three advertising agencies in India and it is doing a lot to maintain its position. Ogilvy Mather have combined with GroupM to form an even bigger Out of Home Business, it is the largest outdoor planning and buying specialist group in India called Kinetic (â€Å"Ogilvy Mather consolidates outdoor business with Kinetic†, 2006). Ogilvy Mather Advertising has also taken upon its shoulders the task of building up the momentum for the much hyped about Indian Premier League (IPL) with a series of Ads (â€Å"The big branding game plays out on IPL pitches†, 2008). Since it appears that the company is still growing it should 1) focus on consolidation and opening of new branches there by trying to stay at the top position by reducing competition. ) Now that OM India has gained a foreign market it should try to increase the number of foreign clients and expand its markets overseas as well. This will increase its international exposure. 3) In the case of OM the city Bangalore in India has become the global hub for Lenovo, similarly the company should try and acquire big brands as clients and make the country the global hub for that particular brand. Since outsourcing has become the buzz word it could also open a branch that does creative work and designing for international companies there by acquiring more foreign clients. With increasing production and setting up of new companies in the economy there is always a market for brand promotion, advertising and marketing hence OM have a promising future, however it will continuously have to reinvent itself to suit customer needs and combat competition. 12. REFERENCES 1. Business Standards, (2008), 3 ‘i’s’ for 2008, (2008) Retrieved on May 7, 2008 from business-standard. com/common/news_article. php? leftnm=outlookbKeyFlag=BOautono=309286 2. 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The Hindu News, (2008), FICCI blames high interest rates for Industrial slowdown, (2008), retrieved on May 22, 2008 from hindu. com/thehindu/holnus/006200805251231. htm 14. The Independent, (2008), Empire rise again on the news stands of India, (2008) Retrieved on May 27, 2008 from independent. co. uk/news/media/empires-rise-again-on-the-newsstands-of-india-768415. html 15. Schmalensee R, Silk A J, Bojanek R, (1983) The Impact of Scale and Media on Advertising Agency Costs, Journal Of Business pg 453-475, The University Of Chicago Press.