Design And Operation Of Engine Testing Facilty Engineering Essay

Design And Operation Of Engine Testing Facilty Engineering Essay ABSTRACT The report covers design and development of an engine testing facility for the operation of diesel and gasoline engines. It consists of two sub-cells for each engine type. It is designed by keeping Euro 5 emission standard in mind. A study was made to find the power output of the diesel engines of 1.3 lit. Turbo to 6.0 lit. Tdi and gasoline engine of 1.6 lit. With variable vane turbo charger and variable geometry valve timing. The Heat balance sheet for both the engine and the test cell was made on the basis of power output. afterwards, the mass flow rate of the fuel, air, cooling water and oil were calculated to design the test cell. The dynamometer and other equipments were selected based on their types and operation requirements. At the end the bill of material of all the parts purchased was prepared to illustrate that the designed testing facility meets the funds of the project. TABLE OF CONTENTS ABSTRACT Introduction 5 Test Cell Facilities Typical Test Cell Layout Thermodynamics of the test cell and flow measurement 7 Energy Balance 2.2.1Diesel Engine Energy Balance 2.2.2 Diesel Cell Energy Balance 2.3.1 Gasoline Engine Energy Balance 2.3.2 Gasoline Cell Energy Balance Test Cell Design Individual Test Cell Size Test Cell Design Cell Services Diesel Test Cell Layout Dynamometers Dynamometer mechanism Dynamometer Types Selection Of Dynamometer Instrument Selection 5.1Engine Speed 5.2 Temperature Measurement 5.3 Flow Rates Measurement 5.4 Pressure Transducers 5.5 Emission Equipment 5.6 Smoke Measurement 5.7 Prices of the Instruments Conclusion Reference CHAPTER 1 INTRODUCTION In the present scenario, internal combustion engines have become the most widespread form of energy conversion from chemical to mechanical form. A lot more is going on these days to improve the design of the engine using better materials and techniques in order to achieve more power and fuel economy. Considering the amount of effort that is being put to design an engine from scratch, the art of testing an engine is becoming much harder to master. The work of designing a test cell which should test engines with varied range of power output and size requires not only the skill and technical knowledge of the subject; it also requires the exposure to the new and developing experimental techniques to observe even the minute aspect of the project in order to design the best possible layout. The testing of an engine requires correctly measuring the parameters such as temperatures, air flow, fuel flow, air velocity and several meter readings in the first attempt itself as its an expensive ex ercise to conduct an engine test. [2] 1.1 TEST CELL AND FACILITIES To build a test cell requires a detailed study of the energy input and output with respect to the engine, size of the engine etc. So the proper plan has to be carried out. The test facility should be well equipped with the modern test equipments and instruments like gas analyser, transducers etc. Following topics discussed the facilities. 1.2 A Typical Test Cell Layout The following fig. shows a typical cell layout showing the different systems like ventilation for air, conditioning systems, data acquisition, cooling and air conditioning system etc.. Fig. 1.1 A typical Test cell layout CHAPTER 2 ENERGY BALANCE AND MEASUREMENT 2.1 ENERGY BALANCE With reference to the table and the figure, an energy balance of the 1.3 litres turbo engine (manufactured by FIAT), which produces a power of 95bhp @4000 rpm (equivalent to 70 KW) is carried out. The same procedure can be later followed to calculate the energy flows for the 6.0 litre Tdi V12 Volkswagen engine producing a power of 331 KW @6050 rpm 560 Nm of torque at 2750 rpm. 2.2.1 DIESEL ENGINE ENERGY BALANCE Engine: 1.3 litre turbocharged diesel engine, power output: 95 bhp(70.87 KW) Assuming thermal efficiency of the engine = 0.42, calorific value of diesel = 44.8 MJ/kg So, fuel input power = 70.87/0.42 = 168.73 KW Specific fuel consumption = Table 2.2 Energy Balance for the fiat 500 1.3 litre turbocharged 70.87 KW diesel engine Item Energy In Item Energy Out Fuel 168.73KW Power 70.87KW (42%) Heat to cooling water 33.746KW(20%) Heat to oil cooler 5.0619 KW (3%) Heat to exhaust 42.1825KW(25%) Conv. and Radiation 16.873KW(10%) Total 168.73 KW 168.73 KW Flow Rate Calculations: Mass flow rate of the fuel: = The density of diesel fuel is à Ã‚  = 0.832 Kg / lt So, the fuel flow rate is: = 16.0096 litres / hr. Air flow: : Assuming that the air-fuel ratio at full load is 25:1 and air density is 1.2 Kg /, = 333 Kg / hr. = 333.5/1.2 = 277.5 m3/hr. Cooling water flow : : Heat loss to the cooling water is assumed to be 20% Therefore, Heat loss = Assuming 10 degrees rise in the water temperature = 48.4392 kg/min Exhaust flow : = 346.32 Kg/hr Engine: Volkswagen 331 KW, 450 BHP engine The energy balance and mass flow rates for this engine was calculated by similar fashion as shown in the above case. Table 2.3 Energy Balance for the Volkswagen 331 KW,450 bhp engine: Item Energy In Item Energy Out Fuel 788.09KW Power 331 KW (42%) Heat to cooling water 157.6KW(20%) Heat to oil cooler 23.64 KW (3%) Heat to exhaust 197.02 KW (25%) Conv. and Radiation 78.809KW(10%) Total 788.09 KW 788.09 KW Table 2.4 Flow rates for the Volkswagen 331 KW engine: Particulars Mass flow rate Fuel 63.3286 kg/hr Air 1583.21 /hr Cooling Water 226.22 kg/min or lts/min Exhaust 1583 kg/hr 2.2.2 DIESEL CELL ENERGY BALANCE The energy balance for the diesel cell has been shown the table 2.5. Some of these calculations are being done in the ventilation system section. Table 2.5 Energy balance for the diesel test cell for 450 BHP diesel engine Item Energy In Item Energy Out Fuel 788.09 KW Exhaust Gas 150 KW Ventilation Fan Power 10 KW Dynamometer Power 373 KW Electrical Cell Services 25 KW Engine Cooling Water 157.6 KW Ventilation Air 150.868 KW Cell Wall Losses 5 KW Total 823.09 KW Total 823.09 KW 2.3.1 GASOLINE ENGINE ENERGY BALANCE This cell is required to test the engines from 1.6 litre variable vane turbocharger with variable valve timing to 3 litres 400 BHP engine. Engine: Toyota corolla 1.6 litre VVT, 110 [emailprotected] rpm, 150 [emailprotected] rpm The energy balance and flow rate calculations are same as that of the previous. Assuming 30 30-30-10 thumb rule. The calorific value of petrol is = 48000 KJ/kg. Table 2.6 Energy Balance for the Toyota corolla1.6 litre 80 KW petrol engine Item Energy In Item Energy Out Fuel 267KW Power 80 KW (30%) Heat to cooling water 80 KW (30%) Heat to exhaust 80 KW (30%) Conv. and Radiation 27 KW (10%) Total 267 KW 267 KW The 30-30-30-10 rule is used for the assumption that means assuming 30% thermal efficiency of the engine and the fuel power input has been calculated on this basis. Later, 30% heat loss is carried away by the engine cooling water and the exhaust of the engine. The 10% heat is lost to the surrounding air by convection and radiation. Following table represents the various flow rates for the engine assuming the air fuel ratio at full load to be 15:1 for the gasoline engines. Table 2.7 Flow rates for the Renault 1.6 litres VVT 80 KW engine Particulars Mass flow rate Fuel 20 kg/hr Air (A:F = 15:1) 250 /hr Cooling Water 115 kg/min or lts/min Exhaust 320 kg/hr Engine: A 3.0 litre 400 BHP (294 KW) gasoline engine Energy balance and flow rates have been calculated similarly as previous cases. Table 2.8 Energy Balance for the 3.0 litre 400 BHP petrol engine Item Energy In Item Energy Out Fuel 980KW Power 294 KW (30%) Heat to cooling water 294 KW (30%) Heat to exhaust 294 KW (30%) Conv. and Radiation 98 KW (10%) Total 980 KW 980 KW The values shown in the above table have been calculated assuming the 30-30-30-10 rule as discussed in the previous section and the table below shows the various flow rates for the gasoline engine. Table 2.9 Flow rates for the Renault 1.6 litres VVT 80 KW engine Particulars Mass flow rate Fuel 73.5 kg/hr Air (A:F = 15:1) 920 /hr Cooling Water 422 kg/min or lts/min Exhaust 1178 kg/hr 2.3.2 GASOLINE CELL ENERGY BALANCE: The table below represents the energy flows in and out of the cell when operating on full capacity of 400 BHP gasoline engine Table 2.10 Energy balance for the gasoline test cell for 400 BHP engine Item Energy In Item Energy Out Fuel 980 KW Exhaust Gas 274 KW Ventilation Fan Power 5 KW Dynamometer Power 250 KW Electrical Cell Services 25 KW Engine Cooling Water 294 KW Ventilation Air 187 KW Cell Wall Losses 5 KW Total 1010 KW Total 1010 KW The energy balance sheets for the diesel and gasoline engines lay a firm foundation for the design of the in-cell services and selection of the equipments that have been carried out in the later chapters. CHAPTER 3 3.2 TEST CELL DESIGN The test cells must be provided with the following services: Water supply and drainage system Fuel supply system Ventilation system Taking engine exhaust to exterior Fire and safety regulations Portable test stand for the engine and dynamometer Control room or console etc We have to keep the temperature maintained at the ambient, so we have to give importance to ventilation system also. General purpose engine test cell has been shown in fig. 3.1. A typical test cell layout that has been used for these types of engines has also been shown in the fig. 3.2. Such type of cells is usually built side by side with common control room. The engines are imported in the cell from the rear door whereas the operator could enter from the front door. A thick glass is mounted between the control room and the engine cells so the operator could have a look at the cells while sitting inside the control room. [1] Fig. 3.1 General arrangement inside an engine cell aligned against a wall and the control room on the other side of the engine. Fig. 3.2 A layout of the test facility with two cells having a common control room .. Fig. 3.1 and 3.2 shows the typical layout of a facility incorporated with two separate cells and a common control room with a thick glass window separating the cell and the control room. The cells are aligned with a wall which leads the exhaust outlet to the atmosphere. 3.3 CELL SERVICES 3.3.1 VENTILATION SYSTEM Ventilation system plays a very important role in any engine testing laboratory or testing cell. inside the cell due to running of heavy engine a high temperature is developed also at the surface of the engine . so it is necessary to carry away this heat ventilation system should be strong enough , also it is necessary to keep the surrounding temperature at ambient conditions. The convection and radiation losses are assumed as below (based on diesel engine): Engine 78.809 KW (10% as mentioned in heat balance) Exhaust Manifold 10 KW Exhaust tailpipe and silencer 10 KW Dynamometer 40 KW Electrical equipments 15 KW Forced draught fan 5 KW Subtotal 158.809 KW Total (assuming 95% efficiency of the ventilation system) 150.868KW Table 3.2 Heat losses to be considered for the ventilation system design For the total heat loss from engine by convection and radiation H = 150.868 KW, the volume flow rate of air can be calculated as: Taking H = 150.868 KW, C = 1.01 KJ/Kg-K, à Ã‚  = 1.2 kg/m3, and temp rise of 10, the mass flow rate is: 12.447 m3/sec. or 746.87 m3/min. the air flow velocity in the duct could be taken in between 15-20 m/sec. For this value, the cross-sectional area could be 0.37-0.49 m2. So, from a range of standard duct area, it could be taken as 600mm X 600mm ( square duct) as it results into the air flow velocity of 19.5m/sec (satisfies the range of 15-20 m/sec) and velocity pressure or dynamic pressure of 228 Pa. [3] from the above data centrifugal and axial fans were selected for the inlet and outlet respectively . typical ventilation system is as shown in the fig. Specification of the fan used in the ventilation system is as follows: Fan Air vol. (m3/hr) Speed (rpm) Power (KW) Centrifugal 920 2250 0.29 Axial 958 1680 0.21 Table 3.4 represents the specification of fans selected for ventilation 3.3.3 COOLING WATER SYSTEM Water is an almost ideal cooling fluid as it has a high specific heat value, low viscosity, relatively low corrosivity and is freely available (Martyr and Plint, 2007). The required flow rates can be calculated similarly to that of air if the heat to be transferred and the change in temperature is known. Additives such as ethylene glycol (antifreeze) can be added to the water to improve the operating temperature range of the cooling system and inhibit corrosion, although the specific heat value will be reduced. There are various types of cooling water circuits that can be considered like: Open water circuit, where the water is supplied directly from the mains and is therefore not circulated back. Closed water cooling circuits, where the water is supplied from a sump or tank and can be circulated back. This has an advantage that the coolant could me mixed in water sump to improve the cooling effect. Closed pump circuit 3.4 DIESEL TEST CELL LAYOUT C:UsersrohitDesktopdiesel cell layout.png Fig. 3.4 The diesel cell layout base on all the calculation done CHAPTER 4 DYNAMOMETERS Dynamometers are used inside the test cell to measure the torque which developed on the engine output shaft. It also measures the power output of the engine. 4.1 WORKING OF DYNAMOMETER Fig. 4.1 typical setup of dynamometer The dynamometer resists the rotation of the engine shaft to measure its torque. The rotor rotates inside the stator which as the name indicates is stationary. The rotor exerts torque on the stator and this balanced by the load cell. The toque is given by: T = F X B And so the power developed by the engine could be known as: P = 2à Ã¢â€š ¬NT KW If the engine speed (in rpm) is measured using tachometer, the power could be easily calculated using the above equation. 4.2 TYPES OF DYNAMOMETER : The dynamometer types which are in practice include: Hydraulic Dynamometer DC Dynamometer AC Dynamometer Eddy current Dynamometer Each one of the above mentioned dynamometers has different set of working principle. There are four quadrants in which a dynamometer can operate: rotating clockwise producing or absorbing torque and rotating counter clockwise producing or absorbing torque. Figure gives a diagrammatical layout of these four quadrants. Most water brakes can only operate in the first quadrant. Eddy current dynamometers can operate in the first two quadrants, while AC/DC dynamometers can be used in all four quadrants. Figure 3-13: Dynamometer operating quadrants (Martyr and Plint, 2007) 4.3 DYNAMOMETER SELECTION: Different types of dynamometer has been studied by considering the advantage and disadvantage of each type of dynamometer the AC dynamometer has been chosen as it can perform in all the four quadrants and has lower inertia than the DC dynamometers, which makes it less vulnerable to vibrations due to rotation of the shaft. Diesel Cell: As the cell has been designed to fit in the engine ranging from 75-500 BHP. The dynamometer selected for this cell is AC 500 1811. 373 kw manufactured by Mustang dynamometer . The specifications are listed in table 4.2: Horsepower Cooling Type Constant torque range(ft-lb) Max Torque (ft-lb) 500 Blower 2455 2455 Table 4.2 AC dynamometer selected for diesel cell Gasoline Cell: The gasoline cell has been designed in such a way that it will test the engine with a maximum of 400 BHP. The selected dynamometer was AC 400 HP dynamometer manufacture by Dyne systems and its specifications are listed in the table 4.3 Horsepower Constant Torque range (ft-lb) Constant HP range Max Torque (ft-lb) 400 1175 3525 1787.91 Table 4.3 AC dynamometer selected for the gasoline cell CHAPTER 5 SELECTION OF INSTRUMENTS 5.1 SHAFT SPEED MEASUREMENT Tachometer is used for the engine speed measurement the non contacting digital tachometer is used so that it will not affect on the speed of the shaft . following tachometer is selected Make: Check-line ltd, Model: ctd-1000hd, Non-contact type, Measuring rang : 1.00-99999 Rpm, Prize: 5.2 TEMPERATURE MEASUREMENT The inlet air, coolant inlet and outlet, exhaust and oil temperatures can be measured with thermocouples. Depending on the temperature to be measured, K and J type Thermocouples are the most common thermocouples available. J types operate in a smaller range, approximately to 150 °C while K types operate up to 1500 °C 5.3 FLOW RATE MEASUREMENTS a) Turbine-flow meter: Omega, model: FTB790 Series. It has an output range of 0-5V DC b) Fuel-flow meter: Fischer-Porter Digital fuel flow meter is selected c) Air-flow meter: Mass-air flow meter manufactured by Shijiazhuang Fortune Industrial Trading Co., Ltd. and FHC Ind, model: FHC-CMF I-DNXX Limited has been selected. temp range of -40 to 200. 5.4 PRESSURE TRANSDUCERS Omega high accuracy pressure transducer has been selected Model: PX01C1 -100G5T 5. Range: 0-400 bar, with 0 to 5 Vdc Output accuracy . 5 EMISSION EQUIPMENT The equipments used should be of euro 5 standards following chart shows the emission norms for euro 5 and euro 6 standards: EURO 5 EURO 6 PERTOL DIESEL PETROL DIESEL CO 1 0.5 1 0.5 THC 0.1 0.1 NMHC 0.068 0.068 NOX 0.06 0.18 0.06 0.08 HC+NOX 0.23 0.17 PM 0.005 0.005 0.005 0.005 Fig. 5.2 EURO 5 and EURO 6 emission standards Exhaust gas analyser: XM2000 5 -gas analyser Exhaust Measurement System provides a portable, low cost tool for continuous analysis of engine exhaust gas components (HC, CO, CO2, NO, O2) system. XM2000 -gas analyser manufactured by Dyne Systems Inc. 5.6 PRICE-LIST Items Price ( Reason for purchase Dynamometers 1,20,000 Power and Torque measurement Centrifugal Fans 500 Forced Draught Axial Fans 1800 Ventilation Exit Feet levelling for beds 700 Absorb vibrations 6 thermocouples 100 Temp. measurement 2 Infrared thermometers 280 Non-invasive temp. 2 Digital Tachometers 125 Engine Speed measurement 2 Data-Acquisition System 1,10,000 Record and transfer data to control room 2 Pressure Transducers 700 Cylinder Pressures All types of flow meters 10,000 Measure mass flow rates Gas Leak Detectors 400 To detect leaks Smoke Detectors 50 To detect fire 5-Gas Analyzers (2nos) 4,50,000 To check emission TOTAL COST 6,67,780  £ CHAPTER 6 CONCLUSION

Emerging Business Themes Essay

A- QUESTION 1 1- Definition Business ethics is a form of professional ethics that examines ethical principles and moral or ethical problems that arise in a business environment. The definition of Ethical stance defined by Johnson and Scholes as: ‘the extent to which an organization will exceed it minimum obligations to stakeholders and society at large. There are four possible ethical stances existing and are stereotypes for any organization.(1) The first ethical stance is short-term shareholder interests; a company who stick very close to laws and regulations which are in place. They give and do only what they are obliged to, this usually causes problems with long-term financial decisions. The second stance is longer-term shareholder interests – a company who are very focused on building and maintaining reputation in relation to its financial success. They take into consideration all stakeholders and how they can affect the organization in the future. The third stance is multiple stakeholder obligations – relating to a company taking wide consultation with all stakeholders. This is a very slow process and not a good stance for a fast moving and growing company. The last stance is shaper of society – companies who focus on communities and want to build them up; this stance puts the financial interest second and is usually related to charitable organizations. 2- Ethical Dimension to Corporate Decision Making Ford Motor Company is one of the competitive motor companies in the world. In 1970s, the compact car Ford pinto, became a famous for its tendency in rear-end collisions to leak fuel and explode into flames. More than 20 people were killed or injured before the Ford Motor company issued a recall to correct the problem. The decision process behind the Pinto’s launch revealed that under intense competition from Volkswagen and other small car manufacturers, Ford has rushed the Pinto into production. Ford’s engineers had discovered the potential danger of ruptured fuel tanks in crash tests, but the assembly line was ready and Ford’s leaders decided to proceed. This is an evidence of greed, callousness and unethicality. (2) Looking to their decision, it take into account a growing understanding on how cognitive biases distort ethical decision making, and come to a different conclusion. In our mind, the executives involved in the Pinto decision, were making an unethical choice. It is because they thought of it is as purely a business decision rather than an ethical one. The problems are already highlighted to Ford’s leaders, but, in those days, safety was not popular in Ford. Problem meant delay on a Pinto. Production must go to achieve sale target. We don’t believe that Ford’s leaders or executive in charge were consciously unethical or intentionally sanctioned unethical behavior by people further down the chain of command. After decades, the Ford Pinto case has allowed us to dissect Ford’s decision-making process and apply the latest behavioral ethics theory to it. The pattern of evident continues to recur in organizations. It is diverted the Ford’s Executives’ attention from the ethical dimension of problem, and executives today are swayed by similar forces. (2) To overcome all the problems, Ford Motor Company has a program to guide compliance with Ford Policies and Directives. Ford compliance program is reviewed by a senior management compliance committee and the Audit Committee of the Board of Directors. The program raises awareness of the Company’s commitment to defines corporate practices through Policies and Directives, ethical practices, ensure an infrastructure that allows for the reporting of Policy violations or business-related legal violations through a number of avenues worldwide, conducts risk assessments, oversees the investigation of such reports and education on key legal and provides training and ethical risk areas. The Handbook outlines requirements for its employees and those working on behalf of the Company and provides background resources for a wide range of business-related situations, including: (3) 1- Workplace environment 2- Gifts, favors and conflicts of interest 3- Use of Company assets and data safeguarding 4- Integrity of financial records 5- Product quality, safety and environmental matters 6- Intellectual property 7- Working with governments (political activities) 8- Competition and antitrust laws 9- International business practices References: 1-Wikipedia- http://en.wikipedia.org./wiki/Business_practices 2- Max H. Baseman And Ann E. Tenbrunsel – Harvard Business Review April 2011- http://hbr.org/2011/04/ethical-breakdowns/ar 3- Ford Motor Company- Fordmotorcompany.com -report 2008/2009 – http://corporate.ford.com/microsites/sustainability-report-2008-09/governance -sustainability-ethical B- QUESTION 2 1-Climate Change – Ford Motor Company. In 21st century, climate change is the most important global political and business issues. It will have a huge impact of the world and threaten livelihood of millions of people in the world. Every years, average temperature in artic have risen twice, increasing emissions of greenhouse gases. Climate change is the result of an increase in heat-trapping (greenhouse) gases in the atmosphere. Carbon dioxide (CO2) is the major long-lived greenhouse gas (GHG). The burning of fossil fuels (to provide electricity, heat and transportation, and to support industry and agriculture), as well as deforestation, leads to net emissions of CO2 and increased levels of atmospheric CO2. The atmospheric concentration of CO2 has increased from a preindustrial level of 270–280 parts per million (ppm) to a level of approximately 392 ppm in 2012. (4) Ford Motor Company have a holistic view of climate change and have addressed non-CO2 long-term greenhouse gases such as hydrofluorocarbons (HFCs), perfluorocarbons (PFCs), nitrous oxide (N2O) and sulfur hexafluoride (SF6). Through its Restricted Substance Management Standard they have prohibited SF6 in tires in magnesium casting. They were continuing their scientific research to determine the relative contribution of a wide range of long-lived greenhouse gases to radiative forcing of climate change. (4) 2-Ford’s Greenhouse Gas Emissions Ford has estimated that their total CO2 emissions are in the range of 350–400 million metric tons (Mmt) per year, varying over time with fluctuations in vehicle production and sales, on-road fleet size and vehicle miles traveled. The estimate includes emissions from its facilities, emissions from current-year vehicles and emissions from all Ford vehicles on the road. (4) 3-Climate Change Risk and Opportunities In 21st century, concerns about climate change, the energy security and price of fuel, along with the global recession, have changed the automotive business. This creates substantial risks for automakers but also opportunities for innovation that enable growth and expansion. Below, the general trends driving change in Ford’s markets and take a closer look at several key markets. Also discuss the physical and supply chain risks to its business posed by climate change. (4) Ford’s Markets – Price of fuel, consumer interest in smaller and more fuel-efficient vehicles and energy security concerns are also a driver of fuel economy regulation and alternative fuel development. – All of Ford’s major markets are increasingly shaped by government actions to regulate fuel economy and carbon dioxide emissions, provide incentives to shift consumer and introduce low-carbon fuels and business behavior. Some of governments are also actively involved in development, promoting the research, battery technologies and purchase of new vehicle. – Greater concern from Investors about climate change as a material risk. Providing climate-change-relevant information to investors and shaping its business strategy with climate change in mind are important elements of maintaining access to capital. – Product globalization strategy – respond to changing markets, regional preferences, opportunities and the risks presented by the climate change issue. Ford has created global vehicle platforms that offer superior fuel economy, safety, quality and customer features. (4) 4-Physical Risks Climate change raises the potential for shifting patterns of extreme weather and other risk to Ford’s facilities. For insurance, Ford assesses the risks each of their facilities faces at least once a year. This risk assessment is updated and takes into account the risk of exposure to storms, hurricanes, earthquakes and flooding. (4) 5-Supply Chain Risk Ford suppliers located in more than 60 countries, regulatory and physical risks as a result of GHG regulation and the impacts of climate change. These risks could affect their competitiveness or ability to operate, creating the potential for disruptions to the flow of supplies to Ford. (4) 6-Ford Climate Change Strategy Ford’s long-term strategy is to contribute to climate stabilization by: †¢ Continuously reducing the greenhouse gas (GHG) emissions and energy usage. †¢ Working with industry partners, energy companies, consumer groups and policy makers to establish an effective and predictable market, policy and technological framework for reducing GHG emissions. †¢ Develop the flexibility and capability to market lower-GHG-emission products. (4) 7-Product Sustainability Process -Science – Stabilization approach Technology plan -Government – regulatory trendsproduct CO2 strategy Policy position -Consumer- market trends Cycle plan -Competitive- industry trends Marketing and Communication plan 4- Ford Motor Company – http://corporate.ford.com/microsites/sustainability-report-2011-12/environment-climate-risks C- QUESTION 3 In 21st century business challenge and difficult global trading conditions, good relationship with several groups of stakeholders such as employees, customers, dealers, suppliers, investors and communities are very important. 1- Ford Motor Company Stakeholders. Through internal analysis and developing sustainability programs, Ford has interdependent relationship with a few categories of stakeholders such as employees, customers, dealers, suppliers, investors and communities, also its relationship to ‘society’ which includes government agency, NGOs and academia. (5) 2- Employees Employees are the most valuable resource. In 2011, Ford employed more than 164,000 individuals at 73 plants, 41 distribution warehouses, 106 sales offices worldwide and 57 engineering research/development facilities. All of the hourly employees in its automotive operations in the U.S. and also its subsidiary outside U.S. are represented by unions and covered by collective bargaining agreements. Unions are key partners with Ford in providing a productive, safe and respectful workplace. Ford faces workplace health and safety challenges such as; establishing and reinforcing high, common expectations for the safety of their employees worldwide. Most of their manufacturing facilities have joint union/management safety committees that guide the development and implementation of safety programs. (5) ONE Ford plan aligns its efforts toward a common definition of success: having ONE Team, ONE Plan and ONE Goal for an exciting, viable Ford that delivers profitable growth for all. (5) †¢ F: Foster Functional and Technical Excellence(5) †¢ O: Own Working Together(5) †¢ R: Role Model Ford Values(5) †¢ D: Deliver Results(5) 3- Customers Ford Motor Company serves more than 5.5 million customers worldwide. Ford’s customers are the most important stakeholder. Their major regional markets include South America, North America, Eastern Europe, Western Europe, Russia, Australia and Asia. In some regions, Ford serve 3 types of customers- individual retail consumers, small business customers and large commercial fleet customers. It will continue to expand products and services for these existing customers while working simultaneously to gain new customers in emerging markets. In North America and Asia, they are focusing on increasing their offerings of smaller and more fuel-efficient vehicles. (5) 4- Dealers Dealers are the face of Ford to its customers and communities, the key employers and contributors to local economies. Dealer sustainability program has launched in 2010, a voluntary sustainability initiative for dealers to reduce their carbon footprints and improve the energy-efficiency of their dealerships. The goal of the â€Å"Go Green† Dealer Sustainability Program is to collaborate with dealers to implement cost-effective ways to improve the energy-efficiency of their facilities. It partnered with the Rocky Mountain Institute, a leading energy-efficiency organization, to pilot new technologies and architectural design principles. (5) 5- Suppliers Ford relies on more than 1,400 production suppliers to provide parts that are assembled into Ford vehicles. 9,000 supplier companies provide a wide range of nonproduction goods and services, from industrial materials to computers to advertising. Ford and its suppliers work jointly to deliver great products, have a strong business and make a better future. In today’s economic environment, achieving lower costs and improving quality require an unprecedented level of cooperation with suppliers and the maintenance of strong supplier relationships. (5) 6- Investors The success of Ford as a company directly affects its 162,000 investors, and they have been focused on improving Ford’s financial health. Provide information and interact regularly with investors through corporate website, annual report and regulatory filings and annual meeting. They also engage with socially responsible investment organizations that are seeking information to use to evaluate its sustainability performance. These interactions help Ford stay abreast of and respond to investor concerns. (5) 7- Communities Ford Motor Company impacts the communities in numerous ways, provide the employment, the taxes, the environmental and safety performance and support and participate in civic life. The communities are composed of a range of groups and individuals, include its customers, employees, business partners, government regulators, community organizations and members of civil society, and individuals who live and work around its facilities. Ford has been supporting community more than 100 years ago. This includes helping feed hungry people, providing mentors in classrooms and teaching teenagers to drive more safely. Changing of Fundamental have been happening including increased competition globally and changing markets for its products, with future sales growth expected to occur in emerging economies. Ford is expanding sourcing in these lower-cost emerging markets, as a way to serve both local markets and the global supply chain. Ford seeks to respect and make a positive contribution to its host communities. (5) 5- Ford Motor Company – http://corporate.ford.com/microsites/sustainability-report-2010-11/society-stakeholders D- BIBILIOGRAPHY 1-Wikipedia- http://en.wikipedia.org./wiki/Business_practices 2- Max H. Baseman And Ann E. Tenbrunsel – Harvard Business Review April 2011- http://hbr.org/2011/04/ethical-breakdowns/ar 3- Ford Motor Company- Fordmotorcompany.com -report 2008/2009 – http://corporate.ford.com/microsites/sustainability-report-2008-09/governance-sustainability-ethical 4- Ford Motor Company – http://corporate.ford.com/microsites/sustainability-report-2011-12/environment-climate-risks 5- Ford Motor Company – http://corporate.ford.com/microsites/sustainability-report-2010-11/society-stakeholders

Lg Rural Marketing

LG India—Approach To Rural Markets Summary From the few years, consumer electronic manufactures have started focusing on the rural markets for their growth and expansion. The major reasons include saturation of urban growth rate and increased contribution and higher growth rate in markets. Increase in disposable incomes due to good agricultural output, increase in easy financial options by banks and financial institutions, increased media penetration and electrification of rural areas are influencing the growth of marketing in rural areas.In this light situation, India’s learning consumer electronics manufacturer LG Electronics India Pvt. Ltd. (LGEIL) began concentrating on rural marketing. To mark its presence and to increase sales, LGEIL designed a different marketing strategy for rural areas. It made changes in its products to suit needs of rural customers. For example, LG removed ‘golden eye’ technology in models sold in rural market. Keeping in mind ab out the rural customers, LG carried out campaigns in various regional channels like Lashkara, Alpha Punjabi, and Gujarati.LGEIL adopted a unique distribution strategy for rural markets to increase its presence and sale of its other products. The company designed a pyramidal sales structure by decentralizing its distributing network. The company fragmented the distribution network with branch offices operating from big cities and many Remote Area Officers (RAOs) working under each branch office. These RAOs were further fragmented with Regional Sales Officers (RSOs) working under the supervision of each RAO. By 2005, company had 51 branch offices and 78 RAOs.Each RAO was given charge of the territory with an independent accounts, sales, servicing and marketing team. To assist RAOs in there endeavour; the offices were computerised and connected with branches officers and the corporate office’s ERP system through Very Small Aperture Terminal (V-SAT) and an Intranet network. This enabled the RAOs to have up-to-date data on important aspects such as inventory, payment status of the dealers, etc. The RAOs overseeing the territories were given independent decision-making powers to the extent of developing their own marketing and promotional strategies in their territories.This setup helped the company in not just improving sales but also in penetration deep into the market. The distribution setup also enables the company to establish relationship whit the sub-dealers who are not been contacted by the company representatives. Better servicing of the sub-dealers helped in increasing their sales. But analysts pointed out that such a distribution strategy was not unique and had been many of its competitors. For example Samsung and Electrolux Kelvinator followed the same strategies. Questions for Discussion 1.A company needs to be careful in its approach while taking decisions regarding territory management. Discuss the territory management followed by LGEIL for its rural markets. Answer: Territory management develops and implements a strategy for directing selling activities toward customers in a sales territory aimed at maintaining the lines of communications, improving sales coverage, and minimizing wasted time. It includes the allocation of sales calls to customers and the planning, routing, and scheduling of the calls. LGEIL designed a different marketing strategy for rural areas.It made changes in its products to suit needs of rural customers. Keeping in mind about the rural customers, LG carried out campaigns in various regional channels like Lashkara, Alpha Punjabi, and Gujarati. The company designed a pyramidal sales structure by decentralizing its distributing network. The company fragmented the distribution network with branch offices operating from big cities and many Remote Area Officers (RAOs) working under each branch office. These RAOs were further fragmented with Regional Sales Officers (RSOs) working under the supervision of each RAO.Each RAO was given charge of the territory with an independent accounts, sales, servicing and marketing team. To assist RAOs in there endeavour; the offices were computerised and connected with branches officers and the corporate office’s ERP system through Very Small Aperture Terminal (V-SAT) and an Intranet network. This enabled the RAOs to have up-to-date data on important aspects such as inventory, payment status of the dealers, etc. The RAOs overseeing the territories were given independent decision-making powers to the extent of developing their own marketing and promotional strategies in their territories.This setup helped the company in not just improving sales but also in penetration deep into the market. The distribution setup also enables the company to establish relationship whit the sub-dealers who are not been contacted by the company representatives. Better servicing of the sub-dealers helped in increasing their sales. 2. LGEIL followed a new sales str uctured to market its products in the rural markets, different from the one used in urban market. Discuss the advantages and disadvantages of LGEIL’s rural sales structureAnswer: Advantages: – * Better market coverage. * Effective distribution of work load. * Evaluate sales people. * Control on direct and indirect costs. * Optimum utilization of sales time. * Helps manager better control and monitor sales and evaluate programms. Disadvantages: – * Sales achieved through personal relationships * Sale of technical and sophisticated products. * Customers spread over vast geographic area. * Service expectations and product deliveries is at multiple places; so geographic division will not help.

Obesity Obesity And Obesity - 1413 Words

There are more than 1.5 billion people that are overweight worldwide (2). There are more than 280 million people around the world that have been diagnosed with diabetes, resulting in at least 1 in 20 adults (2,8). Currently, diabetes is ranked as the seventh overall cause of death in the United States (9). In 2010, on 69,071 death certificates in the United States, diabetes was listed as the underlying cause, and in 234,051 death certificates, diabetes was mentioned as a cause of death (6). The Centers for Disease Control refers to â€Å"twin epidemics of diabetes and obesity, because obesity greatly increases the risk of diabetes, and the number of Americans who are obese has been increasing rapidly† (9). A newly developed term, â€Å"diabesity,† is commonly used to represent the close relationship between obesity and diabetes (8). Type 1 diabetes usually occurs in childhood and is defined when the pancreas fails to produce a healthy amount of insulin for the body (9). Type 2 diabetes usually occurs in adults, and has more complex impaired mechanisms (9). A major component of Type 2 diabetes onset is insulin resistance, in which muscle, liver, and fat cells do not use insulin to its fullest effect, causing reduced insulin production by the pancreas, which then results in glucose buildup in blood and urine (4). It is noted that a major cause of insulin resistance is due to being overweight or obese (7). The most common factor, which influences insulin resistance, is excessiveShow MoreRelatedObesity : Obesity And Obesity986 Words   |  4 PagesObesity is one of the major health epidemics that human being struggle to deal with it. Obesity is a chronic disease characterized by excessively high body fat in relation to lean body mass. In the last 20 years, people started complaining that fast food is the main ca use of rising obesity. However, a lot of research proves that fast food is not the source of obesity. The rising obesity problem cannot be blamed on the fast food industry; there are several other factors leads to obesity. OverRead MoreObesity : Obesity And Obesity798 Words   |  4 Pages Obesity Close to over one-third of adults living in the United States are obese (Diet and Obesity). Unfortunately, one third of children in the United States are also obese or overweight. Obesity has grown throughout the United States and has led to major health problem and can even be fatal. About 365,000 or more people die every year due to obesity. With numbers increasing obesity should be furthered examined to help prevent these conditionsRead MoreObesity : Obesity And Obesity1442 Words   |  6 Pages5/13/16 Take home Project: Obesity Obesity basically means having too much body fat. Not being overweight for your height, having too much muscle, or water in your body. 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Since from1980 to 2014, the obesity has risen two times as compared to the previous years. The obesity is related to the how much energy is left, but the most important cause of having the obesity is â€Å"dysbalance between energy intake and energy expenditure† (Nazarii Kobyliak 1). The obesity is the excessive fat in the body and it can cause to any age group form child to the oldRead MoreObesity : Obesity And Obesity985 Words   |  4 Pages Obesity is one of the major health epidemic that human being struggle to deal with it. Obesity is a chronic disease characterized by excessively high body fat in relation to lean body mass. In the last 20 years, people started complaining that fast food is the main cause of rising obesity. However, a lot of research proves that fast food is not the source of obesity. The rising obesity problem cannot be blamed on the fast food industry ; there are several other factors leads to obesity. Read MoreObesity : Obesity And Obesity1703 Words   |  7 PagesThe United States have the highest rate of people battling obesity, with childhood obesity on the rise. Just about one-third of adults in America are obese, and about 17% of children are obese. There are many health problems associated with obesity, which are preventable. America has state and local programs to prevent obesity, which Centers for Disease control and Prevention funds in all 50 states. Obesity is considered one of the highest killers since the 1980’s, with fast food shops on the rise

Does the Use of the Provocation Defence Provide Justice...

Question 4 - Assess the use of the defence of provocation in achieving justice for victims, offenders and society. (10 marks) Victim – Manpreet Kaur (husband Chamanjot Singh). Murdered by her husband with her throat but eight times. Her husband claimed that she told him she loved another man and that she would have him deported back to India. He said that this was enough provocation for him to lose self control and that he has no knowledge of the events that followed him picking up a box cutter. The difficulty in assessing his guilt or innocence in this case was that there was no witnesses to the crime or the events preceding the crime and therefore it becomes an issue of whether the jury accepts the account of a single person (as the†¦show more content†¦Murdering someone may not be seen as been a proportionate response. However, recognition of the ongoing nature of domestic violence may result in the offender receiving a light sentence or even a good behaviour bond for their crime. The removal of the provocation defence may in fact disadvantage women who see no other alternative than to de fend themselves against abusive partners. However, it could be argued that offenders may abuse this defence as a means of having their sentence reduced. A problem with the use of this defence by offenders is that their victim is not present to dispute their version of events. Unless there are witnesses to the events that take place it is difficult to refute the statements of the offender that they were provoked. The defence may also (in the absence of the victim) denigrate the character of the victim in their attempts to paint him/her as someone who is highly likely to cause a loss of control by an ordinary person. In criminal cases the burden of proof lies with the prosecution and in the absence of a witness to the crime it is difficult to prove that the offender was not provoked such that an ordinary person would lose control and in turn form the intent to kill or cause really serious bodily harm. Society – There have been instances where the provocation defence has been used and offenders have received light sentences such as good behaviour bonds (GBB) with very little public outcry. One example used in theShow MoreRelatedLegal Studies Crime Notes7101 Words   |  29 Pagescriminal justice system * Issues of compliance and non compliance in regard to criminal law * The extent to which the law reflects moral and ethical standards * The role of law reform in the criminal justice system * The extent to which the law balances the rights of victims, offenders and society * The effectiveness of legal and non-legal measures in achieving justice Chapter 1: The Nature of Crime Role of Criminal Law: To protect society from those whose behaviour society has deemedRead MoreGrave And Sudden Provocation8554 Words   |  35 PagesJamia Millia Islamia Contents 1. Acknowledgement 2. Introduction 3. Offences Affecting The Human Body 4. Sections 299, 300 Exceptions to Section 300 of the Indian Penal Code,1860 5. When Culpable Homicide is Not Murder 6. Grave and Sudden Provocation (Exception 1 to Section 300 of IPC) 7. K.M. Nanavati versus State of Maharashtra, AIR 1962 SC 605 8. Laws applied in the Case 9. Summary/Facts of the Case 10. Trials of the Case 11. Proceedings of the Trials 12. Retrial under the High Court of Bombay

Exploring the Idea of Evil Essay example - 1162 Words

People have constantly attempted to understand what evil truly is, and, if possible, how to eliminate this evil from their lives. However, first it must be known what it is that is being eliminated. Different people, cultures, and eras have all had a different view of what evil is, and how it affects their lives, and there is no true answer. Because of this, discussing the idea of whether people are born or can be evil is meaningless. The idea of what evil is, and whether people can be evil, is relative and cannot be applied to human nature in a universal way. The discussion of whether evil exists is dependent on the definition of evil. In the sense of human action, evil can be seen as consciously doing harmful acts. The idea of what†¦show more content†¦Therefore, according to Plato, no one is truly evil. However, if it seen from the perspective of others, the act that is good for a person can be seen as evil for others. For example, if a person steals to feed himself and his starving family, he can be seen as doing a good act because he is doing what is right for him and for his family. However, to the storeowner, the same act is seen as evil because the thief consciously caused harm to the storeowner. The very same act is seen as both good and evil, dependant on the perspective that the act is seen from. Although evil is dependent on the viewpoint from which it is seen from, some philosophers, such as Lyall Watson, doubt that evil exists at all. According to Watson, evil is a force of nature and is a part of nature, and as such, it can be said that evil is an illusion that does not exist. However, according to dualism, this is not possible. Evil can only coexist with good, regardless of whether it is universal or not. If no evil existed, then all actions would now be varying degrees of good. The ‘least good’ act would then be considered evil, and evil would once again exist. Because good and evil are opposites, one cannot exist without the other. Also, supposing that all evil did not exist, the only alternative action would be good. Therefore, if evil is taken away, or does not exist, then people wouldShow MoreRelatedWilliam Golding s Lord Of The Flies752 Words   |  4 PagesThroughout the history of humanity, humans have different behaviors that change depending on wh at situations they are in. Psychologist Philip Zimbardo spent many years exploring human nature and has developed many theories about human behavior. One of Zimbardo’s ideas is about situational factors that states â€Å"one’s behavior is assumed to be dependent upon their current circumstances, situation or the environment that they are in.† He concluded the concept of situational factors after his StanfordRead MoreSocial Control through Works of Fiction1390 Words   |  6 Pages Vampire stories have universal themes that provide the backbone for every dark tale. The unholy essence that any vampire story provides sets the stage for the message that the Church is the way of life and will save you from creatures of evil. From in class readings, we can see all the major religious themes of the classic vampire story. The common religious theme is the abscess of light is the absence of holiness and is the path to eternal damnation. Darkness is the prime universal f ear of humanityRead MoreLord Of The Flies By William Golding Essay1000 Words   |  4 Pagesevilness through such devastating acts. His study and the Lord of the flies examine that human kind has the potential for evil and what interrupts them from exposing their true evil colours is the law and the threat of penalty. 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However, Chaucer, composing in a medieval context communicates that greed and corruption may be fostered by a lack of material

Marketing plan of RC cola free essay sample

Limited group members 1. 4 Methodology: 1. Project Design: At first we got the project design and structure from our Course Instructor and move for the next steps. 2. Survey Instrument: In this study we collected information from the Marketing official of RC Beverage. We assigned him a questionnaire to meet the requirements of the report. The questionnaire was a useful method to collect data. 3. Data Collection: Due to lack of sources, it was required to analyze the structured questionnaire and interviewing method to collect data from primary sources. We also collect some information from Internet, particularly from the website of RC Beverage. 4. Data Analysis: Finally we have analyzed all those cohesive information to prepare the project. 2. Company Profile: Partex Group is one of the largest private organizations in Bangladesh. The activities of this organization are based on manufacturing as well as services. Partex Group is doing many businesses in Bangladesh and RC Beverage is one of the parts of their business. We will write a custom essay sample on Marketing plan of RC cola or any similar topic specifically for you Do Not WasteYour Time HIRE WRITER Only 13.90 / page RC Beverage Company is the official franchise of Royal Crown Cola of USA. This Royal Crown Cola Company was formed in 1905 and it was then named ‘Chero Cola Co’. In 1920 it became known as ‘Nehi Corporation’. In 1955, the company experienced huge growth and changed its corporate name to Royal Crown Cola International. In 1994, Mr. M. A. Hashem, chairman of Partex Group visited an international Trade Exhibition in the USA, where he met with the executives of Royal Crown Cola Co. International. Then he thought that RC Beverage would gain acceptability in Bangladeshi market because it has an international brand image, recognition and quality. When he returned, Partex Group as well as RC International carried out a wide range of marketing research. After getting positive results, in 1996 the corporate head and the directors formed Partex Beverage Ltd. Mr. Abdul Aziz was given the position of Managing Director. He is considered as one of the pioneers of the concept of RC. The factory of RC Beverage was established in Rajendrapur, 40 kilometers away from Dhaka city. Initially their investment was about Tk 10 crore. The company started its commercial production on 6th October 1997, and RC launched in Dhaka on 20th October 1997. This company is the first which launched beverage in food grade pet bottles. The slogan of this company is â€Å"Trishnay Chai RC†. This company offers carbonated beverage and pure drinking water. According to Partex Beverage Ltd is â€Å"To provide value at an economic cost, progress in diversity and continue to contribute to the growth of industrialization in Bangladesh by being market challenger†. Now they proudly profess that they have stuck to their mission and are now worth over 80 crore Tk. 3. Current Market Situation: The competition is very much high in soft drink industry. RC Beverage is operating in a oligopoly market where two or three large competitors control the lion share of that market. The market size of soft drinks in Bangladesh is around TK. 800 Crore per year. Among all soft drinks company, Coca-Cola is the market leader for many years. It was popular in the past time and still it has popularity among the large population of Bangladesh. It obtains 31% market share. After Coca-Cola, Pepsi was the second one; but after emerging RC, the market share of Pepsi has been reduced to 22%. RC has been able to move its way up and for the last two years it has been holding the 2nd position with 26% of the total market. The others like Uro Cola, Virgin and Suncrest each have market shares equal to or below 10%. There is another player Mojo who are taking a good number of market share in the beverage market. The major difference of RC with the other brands is that this company offers their product at different sizes and they have 6 flavors in their product. Other companies don’t have this large range of product like RC Beverage. RC Beverage also has very strong distribution network. These things are the competitive advantage of RC Beverage over the other competitors. 4. Product Profile: 4. 1 Products mission: The mission of RC Beverage is to provide the best quality beverage product within different size and flavor with reasonable price. 4. 1 Vision: RC’s vision is to make their product available to the ultimate consumers when it is needed. 4. 1 Objectives: The objective of RC Beverage is to maximize profit by increasing market share of beverage products. 4. 1 Goal: Their goal is to be the market leader in terms of quality and market share within 4 years in Bangladesh. RC Beverage have various kinds of products in their product line. Each single unit of their product is known as SKU (Stock Keeping Unit) they categorize this SKU according to flavor and pack size. 4. 2 Level of Product: For RC Beverage, different levels of this product are as follows: Core Product: Beverage Actual Product: Different flavors of RC drinks Expected Product: Good Taste, Reasonable price Augmented Product: 25 percent extra with 1 liter pet bottle Potential Product: The Company is thinking for some special flavor or size For which customers are not thinking about right now. 4. 3 Variety: RC Beverage has a good variety in their product according to size and flavor. No other company has this advantage. They produces Cola, Lemon, Lemon lime soda, Orange, Diet cola and Club Soda. 4. 3 Quality: The Company is maintaining very high quality because most of the raw materials come from USA. Basically Royal Crown Cola International, USA assigns their product design. As a franchise they are bound to maintain those instructions that are certified by USA. In case of designing they are suggested to bring the change not more than two to three percent. 4. 3 Design, Features Packaging: Packaging and labeling also plays a vital role in product designing. The company uses the factory of Rajendrapur for packaging purpose. To make the container the company use ‘RASING’ – it is one kind of raw materials to make RC container on bottle. Others materials mainly comes USA. Many trained chemist help the company to produce their product properly. RC labeling consists a great deal of information as well as maintains its brand name. For this they use tag which is imported from Switzerland. A chart of RC Product category is as follows: 250 ml Can- 6 flavors 250 ml Pet- 4 flavors 500 ml Pet- 5 flavors 1. 25 liter Pet- 3 Flavors 2 liter Pet- 2 flavors 4. 4 Products position according to BCG Growth Matrix: Partex Group has Strategic Business Unit of Partex Beverage {RC Beverage}, Partex Furniture’s, Partex Board and Doors, Trading and Shopping etc. Relative market Share HighLow High Market Growth RateLow After analyzing the SBU’s of Partex Group we can say that in BCG Growth matrix RC Beverage falls into the category of stars, where market growth rate and relative market share both are high. Because it has already achieved a strong market position compare to other competitors. On the other hand the consumer’s demand for RC Beverage is also high in Bangladesh. That is why they are maintaining full market coverage in Bangladesh. 4. 5 Segmentation Process: Market segmentation can be done by four ways, Such as— Demographic segmentation, Geographic segmentation, Psychographic segmentation and Behavioral segmentation. Though RC Beverage has strong competitors like Coca Cola, Pepsi it is performing tremendously because of its appropriate segmentation of the market. They have segmented their market into three categories under geographic segmentation heading. These are— 1. Urban areas 2. Semi urban areas 3. Rural areas In this way RC Beverage is differentiating its market according to the density, which indicates geographic segmentation where as giant groups are not available in semi urban and rural areas. They also segment their market according to the demographic features like different sizes for different class of people. 4. 6 Target Market Selection: From the very beginning RC Beverage is targeting the young generation aged from 15 to 20. But nowadays they are thinking to follow the full market coverage strategy because soft drink should not be launched for particular grouped peoples. 4. 7 Product life Cycle: RC Beverage has already achieved a higher marker acceptance and greater response. The sales of the RC Beverage rapidly rose in the year 2008 though the sales were declining in the year 2007. This company is maintaining average cost for its customers, which leads higher profit for them. They also have huge number of distributor outlets. Now RC Beverage has reached at the ‘Growth’ level in the product life cycle in Bangladesh. 4. 8 Development Steps of the Product: If any product of RC Beverage fails in the market then they try to find out the reason behind that. To do this they mainly rely on their authorized distributor and retailers who generally get feedback directly from the consumers. Then according to the feedback the company tries to improve their product. Sometimes they also consider what their competitors are doing. Product Planning: RC Beverage follows a consecutive process of Product planning. The product planning basically initiates with Following the Governmental Rules and regulations. Then making budgets for the whole process and going forward. Product Development: The product/land development process of RC Beverage is fixed by their parent company. It has developed its product in Bangladeshi market. Product modification: They have modified their product in the form of packaging. They have changed the packaging of their packaging of ‘Upper 10’. New product Development: The steps of the new product development of RC Beverage are as follows: Idea Generation Concept Testing Marketing Strategy Development Business analysis Product Development Commercialization 4. 9 Consumer Behavior: Purchasing of RC Beverage falls under the category of ‘Variety-Seeking Behavior’. Because lower involvement is needed to buy this kind of product. Product price is low and consumers do not put special emphasis on product. Consumers always look for variety that is why customer switching rate is very high. 4. 10 Steps in consumer buying behavior: Consumer buying behavior has five stages, which are necessary when a consumer take the decision to buy a specific product. So marketers have to keep this in mind while marketing their product. 1) Need Recognition: At of all, consumers identify their need for beverage. There are two factors, which can influence in this stage. Internal stimuli: If beverage is really needed for consumers, they should purchase beverage. External Stimuli: Friends, family, advertisement and different promotional activities can influence a customer to buy product. Ex: RC Beverage is influencing customers to create the need of beverage by using celebrities in their advertisement. 2) Information Search: Consumers should have the accurate information when the purchase a product. Consumers may get information by following- Personal Sources: Family, friends and relatives Commercial Sources: Advertisement and promotional sources Examining the product: Consumers can have beverage practically. Ex: RC Beverage has made the information available by giving frequent advertisement. 3) Evaluation of Alternatives: At this stage consumers should have the sufficient information about different beverages. So it is now consumer’s duty to select the best alternative. Consumer should select that alternative which is best suited with their need. Marketers of RC beverage are providing products by analyzing consumer’s need and want. 4) Purchase Decision: In this stage consumers actually buy the product. They decide which brand to purchase and at what price they will purchase it. RC Beverage has made their product available in the different outlets both in rural areas and urban areas. 5) Post Purchase Decision: Consumers can be satisfied or dissatisfied after drinking RC beverage. It is company’s duty to find out the reasons behind consumer dissatisfaction. They have RD department for this purpose. Their main duty is to research the current market. RC beverage is following hold strategy for satisfied customers. 4. 11 SWOT Analysis of RC Beverage: After consulting with executives of RC Beverage and analyzing this company we have made a SWOT analysis. Strength: Multi-dimensional organization Well-establish management Sophisticated technology Financial support from sister concern Quality product Efficient distribution network Weakness: Unable to attract the loyal consumers of Coca-Cola and Pepsi. No CSR planning. Opportunity: Consumer’s tendency to use Pet bottle. Value pricing: RC is able to produce high quality relatively lower cost. Wide market in Bangladesh. Threats: RC has to compete with the existing reputed companies Political instability Problem arise dealing with distributor. (Credit facility) Fluctuation of price of raw materials The market is becoming saturated 5. Pricing: Price is the only element in the marketing mix that produces revenue for the organization. Because of this any firm must have to follow at least one pricing method for their product. It is also true for RC Beverage. The Marketing objective behind their pricing strategy at that time is Current Profit Maximization. Factors affecting pricing decisions: # Internal Factors: Cost of the raw materials can effect the pricing decisions. Organizational consideration also affect the pricing, if they want to produce high quality product then they have to charge high price. # Market and Demand: The demand for beverage always exists as the number of population is increasing everyday. RC Beverage never has to think of or panic over market and demand because it is already established. # Competitors’ costs, prices and offers: The difference in size and flavor of RC Beverage and its nearest competitor is almost same. That’s why RC Beverage needs to consider its opponents strategy as a big issue for pricing its products. # Other external factors: Among other external factors, economic condition of the country is very important because in these days of severe economic fluctuation, sales have reduced to a large degree. Government action also has a great impact on the soft drinks company. It has to deal with other social and environment concerned institution. Pricing approaches for RC Beverage: Initially RC Beverage follows the competitive based pricing strategy. As it was new brand in Bangladesh it had a mission to survive along with strong competitors. For that they have to take market share from other competitors. So they are bound to follow the pricing what their competitors are charging. They run their business in loss for 3 years. After getting a good market share in Bangladesh they concentrate in recovering their product cost and it’s a time for them to make profit. Now they are following cost based pricing strategy. In pricing they are concerned about the fixed costs, variable costs, selling and administrative cost and government taxes. Price Adjustment Strategy: Previously we have told that RC Beverage follows the cost based pricing strategy for selling its products. But now, it is now running its business by the huge profit and revenue. But sometimes their selling falls down due to some external reasons. At that time the company adjusts its prices. 1. Discount and Allowance Pricing: RC Beverage has the cash discount method, quantity discount method and seasonal discount. It gives special price rebate in particular occasions like Eid, Puja etc. 2. Segmented pricing: They charge different types of price for different types of products:- # According to the Product form: like different sizes (250 ml, 500 ml, 1. 25 liter, 2 liter) and flavors (cola, lemon, lemon lime soda, orange diet cola, club soda). # According to Customer: For upper class, upper middle, and middle class to make their product affordable for all. # According to Location: In rural areas, sales of mini sizes of RC Beverage are greater compare to the urban areas. Some current price of RC Beverage is as follows: 250 ml Can- 6 flavors – Tk 25 250 ml Pet- 4 flavors – Tk 12 500 ml Pet- 5 flavors – Tk 20 1. 25 liter Pet- 3 Flavors – Tk 45 2 liter Pet- 2 flavors – Tk 65 6. Distribution: Distribution is more important to sell any product. To reach the target customer any organization must have strong distribution network. 6. 1 Level of Distribution: RC Beverage produces their product in their factory which is situated in Rajendrapur. From there they supply their product to their authorized distributor. To be authorized distributor of RC Beverage, the distributor must have to follow some rules and regulations. One of the rules is that distribution should have sufficient transports to distribute the product to the destination. From the distributor the product goes to the retailers and finally to the consumers. So we can say that RC Beverage is following Two Level distribution channel. 6. 2 Channel dynamics: As a matter of fact, RC Beverage has adopted the Conventional Marketing System as its channel dynamics. We know that Conventional Marketing system means all the intermediaries in marketing channel system work independently. Distribution channel system of RC Beverage is as follows: 6. 3 Marketing Intermediaries: As they are following Two Level marketing channel system, so they are using distributor and retailers as marketing intermediaries. They are following Intensive distribution so that they can sell their product all over the Bangladesh. Due to the strong distribution network they have successfully been able to enter into the market of rural and semi urban areas as well as urban areas. By this time they have almost covered the whole Bangladesh and they are expanding day by day. They claimed themselves number one regarding the point of coverage. But they don’t have the access to export their product in overseas because it is a franchise company in Bangladesh. 7. Promotional Tools: Promotional activities can create a good position in the market and also in the consumer’s mind. As promotional activities RC Beverage normally uses advertisements. 7. 1 Objective of the advertisement: Advertising is the paid form of non-personal presentation by an individual organization to promote their products towards their customers. RC Beverage gives advertisement of their product through different media to promote their products towards their customers. Their main objective of their advertisement is attracting their customers towards their beverage. Sometimes they also change their advertising motto according to the market demands and wants. At the very beginning they used â€Å"Me and My Choice† as advertising motto. But currently they are using – â€Å"Trishnay Chai RC†. Their advertisement can be divided by— Persuasive Advertising Informative Advertising 7. 2 Choosing Media: Media selection is very important because the company is spending a lot of money on advertising to reach its target customers. Since the target customers of RC Beverage are teenagers and young people, it has chosen the electronic media to maximize its exposure. They also use bill boards in important places as their advertisements. As electronic media they usually use popular TV channels and also the prime time. 7. 3 Other promotional activities: RC Beverage also gives priority to their authorized dealers. As promotional activity they offer one or two bottles free with one case and this opportunity is only for the authorized distributors. For the consumers currently RC Beverage is offering 1. 25 liter at the price of 1 liter. 7. 4 Media Budget: They have allocated a huge amount of money for electronic media for the promotion of the product in the market. They spend most of their budget for advertisements. In the electronic media, RC Beverage chooses the pick hour. Their media budget for a month is approximately Tk. 36380000. 7. 5 Media Vehicles: RC Beverage advertisements are telecasted in pick hours in between news of popular TV channels and famous TV shows. We can conclude that RC Beverage is using the news and popular TV shows in as their media vehicle. They also use bill boards as their media vehicle. Sometimes distributors also performed as their media vehicles. 7. 6 Effect of Advertisements on Sales: Advertising is one of the most important and visible marketing tools. RC beverage spends huge amount of money in advertising. This has a good impact on their sales. Their promotional activities depend on their sales of beverage. RC Beverage is right now in the second position in the beverage market of Bangladesh in terms of market share. Only Coca Cola, who is the global leader, is ahead of them. They surpassed big competitors like Pepsi, Virgin and Uro. 8. Action Program: After the defining of the strategies on the marketing mix, they were then needed to be implemented in the target market. The main responsibility goes to the top management. They get sufficient information and assistance from RD department. RD does their work by proper marketing research. Top management guides the organization to achieving its organizational goal. The executives of RC Beverage are formed with the representation of all departments. They distributed the goals among themselves based on their particular departments. The production department has given the responsibility to interact with the supply chain for raw materials for starting the production. In this department there are managers, the technicians, quality control officers, cost management accountants and their subordinates workers and employees. The workings of distribution manager are with many retailers and wholesalers of the distribution channel. The amount of commission they would pay to the distributors once the target is achieved is determined by this department. They have to make the product available to the ultimate users. The promotion department is spending its huge budget on the advertising in media. Their main focus is to aware the people about RC Beverage. This advertisement makes the product recognized to targeted people then consumer buy the product. After effective promotion program then comes the activities of the distribution channel to go for test marketing if there is any new product. The whole sellers and retailers make sure that the product is widely distributed. This is how RC Beverage is going toward its organizational objectives. 9. Problem Identification: RC Beverage doesn’t have loyal customers compare to Coca Cola and Pepsi. It is not known to everybody that it is an international brand. Packaging is not attractive enough. They only targeted the young generation. Company is not directly connected with the consumers Promotional activities are less than their competitors. It does not consider about consumer’s need and want in case of pricing. Mainly choosing the electronic media for advertising. No sponsorship in news media (in news Headlines or TV, Radio programs) and in sports NO CSR planning 10. Recommendation: Should create loyal customers: They can add some new features to attract the new customers and by doing so they can also increase their sales. It will also make loyal customers like other competitors. Should create more brand image: Most of the consumer does not know that it is an international brand. So they can sponsor in many events like sports. It will help them to create more brand image in our country. It will also reduce the switching rate of the consumers. Attractive packaging: Their packaging is mainly developed by the USA peoples. In Bangladesh this company doesn’t have enough access to change the design of the products. So they should take the permission to design their product according to the choice of Bangladeshi people. Maintain fair price: Like other companies RC Beverage is following cost based pricing strategies and competition based pricing. They should consider the needs and wants of the consumers in case of pricing. So if they can maintain a fair price, it will be helpful to increase their sales. New product for children and old people: RC Beverage can launch some beverage items for children and old peoples. Free samples: Company can give free samples to the students because young generations are one of the big portions of Beverage consumers. If the consumers feel the product good they will purchase it. Should collect more feedback regularly: They should collect feedback regularly from consumers more than presently what they are doing. It will help them to increase the product quality. Promotional activities: They should increase their promotional activities because RC Beverage has less promotional activities than competitors like Mojo and Virgin. Advertising Media: currently they use only electronic media. But they should use print media as advertising. It will attract not only the young peoples but also the corporate user. CSR activities: CSR activities of RC Beverage are very less. They should have more CSR activities, which will help them in the corporate world. It will create goodwill to the consumers. 11. Contingency Plan: Though RC Beverage has got a good position in beverage market there are certain possibilities that anytime their sales can fall down. Because there are many threats like strong competitors and changing patterns of consumer buying behavior, which can extremely affect its business. So they should always be ready to face the situation and for that RC Beverage has a contingency plan. The contingency plan of RC Beverage is to go to the production of fruit juice in the Bangladeshi market or they can modify their product at a great scale so that their sales can increase to cover the losses. RC Beverage can also go for Diversification strategy to gain extra profit.