PHP Libraries and Frameworks Essay Example | Topics and Well Written Essays - 1500 words

PHP Libraries and Frameworks - Essay Example Frameworks are significant innovation in modern website design. Recently, great steps have been made towards using frameworks as the basis for development. Typically, the code frameworks are a collection already created functions and classes. There exists numerous development languages and practically every language has a framework of sorts. This has extended to front-end scripting languages such as CSS and Javascript. The server-side scripting languages have realised more advanced development in terms of framework. For instance, PHP has several frameworks; Codeigniter, Zend Framework etc. Traditionally, the software management process has been focussed on basic code writing and development of modules. This takes place in two steps; developing software to completion and checking for functionality in the end product. The shortcoming of is that the approach is the same and normal pitfalls are still realised (Beck 1999). It is important to consider the uniqueness, of each piece of softw are and the development process it follows. Frameworks help, designing software as artefacts and means to serve the user needs adequately. However, the process – individuals, tools, methodology- followed are the same. This aspect of software development shows that the process is likely to be repeated. There are advantages that come with use of frameworks such as quality control and following a mature development process.

Final Paper on Philosophy Essay Example for Free

Final Paper on Philosophy Essay In its known usage, the word Reality pertains to something that actually exists and which can be felt by the senses. Metaphysics, a branch of Philosophy, tries to discern reality from illusion, as it investigates on things that are real which could also be just illusions of what people want to be real—ideals. However, what can be sensed from the surroundings does not seem to be just mere illusions, as the body and the mind react to everything it senses. In Philosophy, reality usually pertains to existence since it is contrasted with nonexistence—those unreal—and mere possibilities—could be real but does not necessarily exist, unless discovered. To this date, there are still speculations about the Nature of Reality. It could be possible that people are living on their dream worlds, and not in reality (like in the Matrix movie). However, these people perceive their dream worlds as an equal of reality. Hence, they are still living in reality unless someone drags them out of that reality and into another level of reality, which is more real. 2. On a nutshell, the documentary film â€Å"Zen and Now† by Alan Watts points out that people should live in the Now which is actually the main principle of Zen philosophy. Unnecessary baggage could only hinder the person’s progress, in moving on with his or her life. Personal progress seems to be the undying aim of Zen philosophy as it promotes moving forward rather than shackling the self behind in the past. It also does not entail the idea of expecting what could happen in the future. The primary focus is the Now, neither the past nor the future. The principle of Zen pertains to establishing a harmony with the self before people could establish it with others and with the world. Hence, it should be quite simple to understand what Alan Watts wanted to convey. Living in the now is the best way to live life since it gets rid of the excess baggage that drags the person towards his or her sinkhole—the past. This baggage usually make up of the person’s regrets, basically anything negative about his or her past (events, personalities, and the like). 3. The Zimbardo film is about the Stanford Prison Experiment which was conducted by Philip Zimbardo. Basically, it entailed the role-playing of both prisoners and guards by participants who were screened before being accepted. As the film would show, the participants’ imagination grew out of hand, even with the presence of the research team. It may possibly be an act out of human nature, when these participants were given their respective roles. They acted as if it were the real deal; guards taking out their frustration towards the prisoners and prisoners would plan of escaping or creating riots within the prison. The role-playing seemed to unleash genuine human nature of many participants as some would show sadistic tendencies towards the prisoners. It also seemed that imagination initially played a part on this â€Å"unleashing† but it was more the work of the subconscious that guided these people to completely assume their respective roles. The environment, upon which a person belongs to, can have an astounding effect towards him or her. It can actually alter some of the person’s traits as it is part of human nature to adapt to certain environments. It also influences the person’s perception of his or her reality as some situations and conditions involved in the environment would affect the person. 4. The Milgram experiment entailed the testing of a person’s obedience to an authority who orders would instruct him or her to do unethical things that opposes with the person’s conscience. Many of the experiment’s participants were reluctant of administering a high voltage shock of 450 towards the receiver. As the result would show, the willingness of the participant to administer the 450-volts shock greatly conflicts with his or her conscience. They have to be coerced, threatened, or abused in order to successfully administer the shock; unless it served a higher purpose. Humans do not obey commands that can be classified as unethical, immediately. Human conscience seems to prevent the person to follow the commands without hesitation. The experiment could already be perceived as unethical because it entailed the electro-shocking of the learner by the teacher—the participant. The relationship between authority and conscience was tested in this experiment. Many of the participants were reluctant to follow the commands of the authority figure. They showed signs of disobeying the authority figure since they would believe that what they were tasked to perform is unethical. 5. Steve Pinker’s stand is to refurbish the current English Language that has been ravaged by various media influences, by reclaiming the respect for the English language. Every person is capable to speak grammatically but somehow they would choose to follow the English language that popular culture seems to promote (as mentioned, rockers, surfers, valley girls), as well as the standards proposed by Mavens which he utterly despises. As long as these two would continue to promote their version of English, then relearning proper grammar would be a hard task. The promotion of the proper usage of English will definitely be a tough road ahead for the likes of Pinker, as media and the mavens would continue to influence society. 6. Both the environment and free will play a significant role in shaping a person into what he or she can become in the future. Free will would involve decisions to certain situations that could actually be summoned by the person’s environment. However, free will would ultimately shape the person more significantly than the environment as it is his or her decisions that promote the development of the person. The environment could only play a minor role on the person’s development. It is the person’s free will that shapes his or her future. I believe on free will as the catalyst in shaping the person. Free will enables the person to participate with the environment like making the right decisions for certain situations wherein some are raised by the environment. A person could not and should not rely on fate in order to help him or her progress in life or move forward. It is all the work of free will that allows such change to occur within the person and his or her life. 7. Charlie Manson experienced social regression in his childhood life, as his mother rejected him a few times; at one point, even trading him for a pitcher of alcohol. In prison, he learned the teachings of Scientology (a cult led by L Ron Hubbard) and applied many of it to his own established philosophy that he and his followers believed in. The growing crisis of the racial tension between the whites and blacks made him fear that one day, the blacks will take over the whites’ position in society, upon which believing that the Manson family will then have control over the blacks and their society. The Manson philosophy (coded: Helter Skelter) was as destructive as it can be, as it involved spurring chaos in society. His followers were made to believe that they were following the commands of a Jesus Christ incarnate, as they were forced to do anything he commands. It was not fate that brought him into becoming the person that everyone feared in the past. It was his free will that spurred the numerous murders, ordered his â€Å"family† to commit these killings, and sent him to prison. Apparently, he did not have control over his free will as he did everything that seemed to please him. 8. There would be a noise created as it falls to the ground. However, it would not be heard by anything or anyone as there are no living creatures in the forest; unless one would consider the surrounding trees as living things (frankly speaking, they are). It is for certain that there will be noise created as the tree would come crashing down, but without a creature to hear the noise, then it would not be considered as noise in the first place. Two sides could be drawn up from this question: (1) There is a noise since it fell to the ground hard (I suppose it would be hard), and (2) there would not be a single noise as no living creature heard it. For (1), anything can make a noise, intentionally or unintentionally. So it is impossible for the tree to fall down hard silently. In (2), even if the tree creates a noise while falling down, who would be there to receive the sound and conclude it as a sort of noise? That seems to be the main problem here as most living creatures (if not, all) could hear sound. Then again, noise was created but nothing was able to receive it and conclude that it was noise. 9. The Sensory Transduction involves the detection and translation of any form of stimulus. It involves the five senses, making sensory transduction an indispensable part of people’s lives. It involves how people would interpret what they could sense. It may be possible for people to control the transduction of sensorial vibrations (usually associated with feelings), although it might require immense amounts of concentration and will power. The brain would translate these sensorial vibrations for the benefit of the individual; which he or she later translates into experience by how he or she reacts to the translated sensorial vibrations (by the brain). On the other hand, these sensorial vibrations may travel too fast for the person, enabling instinct to take its course in providing the individual how to react on the given situation; given that he or she already experienced the same condition before. I believe people could control the transduction of sensorial vibrations simply because they could choose what they want to sense. A child would close his or her eyes on the scariest parts of the horror movie simply because he or she does not want to get scared. However, it could also be considered that instinct comes into play when the person would fail to react to these transductions. 10. Universal reality is simply the existence of all things; the totality of time, space, and being. Yes, there is a Universal reality in people’s lives because everything around them exists and it will continue to exist until it is removed from time, space, and being. Basically, Universal Reality makes up everything that people could sense around them inside this chamber. People may be unaware of this fact but the Universal reality does not remain constant forever, as it could experience constant changes; changes that enable people to adapt to an altered perception of that supposed Universal reality. Somehow it is thought that all realities originated from a single source of energy or force, upon which all top religions considered as God—the universal being. Basically, the answer would be that there is an existing Universal reality as it entails everything that people would perceive as real and those that can be unreal—as some individuals could perceive them while others could not. Universal reality is all that exists in people’s realities. Hence, there is such a thing.

Management Of Variations In Construction Management Construction Essay

Management Of Variations In Construction Management Construction Essay Management of Variations could be counted as one of the most significant challenges in construction management. The nature and amount of Variations occurrence varies from one project to another depending on various factor (CII, 1986; Kaming, Olomloaiye, Holt Harris, 1997). Arain and Low (2005a) identified the design phase as the most likely area on to focus to reduce the number of Variations. The newsletter Law Talk by McKays Solicitors discussed that Contractors inability to successfully pursue variations claims, is one of the main factors contributing to business bankruptcy in the industry. One way to reduce Variations on site is to begin with is to focusing on what and how does the project team can help in minimizing the problems during the design phase (Arain, 2005). Variations changing the design or the specifications usually have a time impact and a cost impact. It is for this reason that the construction drawings and specification should be prepared with great care and precision. The less ambiguity in terms of design documentation, then lower the potential for Variations (Stuart Miller, 2009). This chapter focuses on the definition and nature of Variations. The causes and impacts which the Variations influence from the pre-construction stage until the construction stage will be identified. Definition A construction contract is an agreement to build and can be subjected to variability. Contractual provisions relating to changes allow certain parties involved in the Contract to initiate variation orders within the ambit of and without vitiating the Contract. There is no single explanation for the word variation. Variation in layman terms means changes, alteration or modifications. Each standard form of building contract has its own definition for Variation. In PAM 2006 (Clause 11.1) Variation means the alteration of modification of the design, quality or quantity of the Works. A Variation can be any, a combination of any of the following: Variation in building projects may mean the alteration of modification of the design quality or quality of the Works in the Contract drawings and described by the Contract Bill of Quantities and includes the addition, omission or substitution of any work (Clause 11.1 (a) ), the alteration of the kind of standard of any of the material as goods to be used in the Works (Clause 11.1 (b) ), and the removal from site of any work executed or material and good brought thereon by the Contractor for the purpose of the Works other than work, material and goods which are not in accordance with the contract (Clause 11.1 (d) ). Variation in building projects together related with instruction of expenditure of provisional sums, prime cost sums and instruction related the nature of Works are a Variation in the contract documents. Variation of contract in law, are variation of the contract terms condition. Example: both parties alter the original contract document by agreement after execution of the original contract. Variation of price clause which enables the sum to be adjusted for increase or reduction in the cost of labour or materials. Variations are directly attributed to matter not being stated or as required in the contract documents. This occurs either because circumstances actually changes or because circumstances upon which the contract documents based were misinterpreted. The former is matters which can easily appreciated and comprehend. Nevertheless, it still has two distinct aspects. Firstly, circumstances may change in such a way, which can have no control, that the documentation can now be seen to be defective. Alternatively, circumstances may require that the client determines a choice of action, with the resulting choice of creating a Variation. Most standard forms of contract include a clause under which the employer or his representative is able to issue an instruction to the contractor to vary the works which are described in the contract. A change in shape of the scheme, the introduction of different materials, revised timing and sequence are all usually provided for by the variations clause. It will also usually include a mechanism for evaluating the financial effect of the variation and there is normally provision for adjusting the completion date. In the absence of such a clause the employer could be in a difficulty should a variation to the works be required. The contractor could both refuse to carry out the work or undertake the work and insist upon payment on a quantum meruit or fair valuation basis. Calculation of the price for the extra work applying this method could involve payment well in excess of the contract rates. Potential Causes of Variation Literature reviews that of Variations and Variation Orders requires a comprehensive understanding of the root causes of Variations (Hester et al., 1991).Variations some of which are financial, design aesthetics, changes in drawings, weather, geological and geotechnical reasons. From the literature review, there were 53 causes of Variations identified and these Variations are mainly caused by the Employer, Consultants and Contractors. As shown in Figure 1, these causes of Variations were grouped under four categories: Employer related Variations, Consultants related Variations, Contractor related Variations and other Variations. These Causes of Variations have been identified by many researchers (CII, 1990a; Thomas and Napolitan, 1994; Clough and Sears, 1994; Fisk, 1997; Ibbs et al., 1998; OBrien, 1998; Mokhtar et al., 2000; Gray and Hughes, 2001; Arain et al., 2004). The causes of Variations can be categorized according to the originators (CII, 1990a; Thomas and Napolitan, 1994). The 53 causes identified from the literature review are also discussed below. Causes of Variations Employer related Variations Consultants related Variations Contractors related Variations Change of plans or scope by Employer Change in design by Consultants Lack of Contractors involvement in design Change of schedule by Employer Errors and omissions in design Unavailability of equipment Employers financial problem Conflict between contract documents Unavailability of skills Inadequate project objective Inadequate scope of work for contractor Contractors financial difficulties Replacement of materials/procedure Technology change Contractors desired profitability Impediment in prompt decision making process Value engineering Differing site conditions Obstinate nature of Employer Lack of coordination Defective workmanship Change in specifications by Employer Design complexity Unfamiliarity with local conditions Inadequate working drawing details Lack of specialized construction manager Inadequate shop drawing details Fast track construction Consultant lack of judgment and experience Poor procurement process Lack of consultants knowledge of available materials and equipment Lack of communication Honest wrong belief of consultant Contractors lack of judgement experience Consultants lack of required data Long lead procurement Obstinate nature of consultant Honest wrong belief of contractor Ambiguous design details Complex design and technology Design discrepancies (inadequate design) Lack of strategic planning Non-compliance design with govt. regulation Contractors lack of required data Non-compliance design with owners requirement Contractors obstinate nature Change in specifications by Consultant Figure 1: Causes of Variation grouped under four categories A. Employer Related Changes This section discusses the causes of Variations that were initiated by the Employer. In some cases, the Employer directly initiates Variations or the Variations are required because the Employer fails to fulfil certain requirements for carrying out the project. Change of plans or scope by Employer: Change of plan or scope of project is one of the most significant causes of Variations in construction projects (CII, 1990b) and is usually the result of insufficient planning at the project planning stage, or also i can because of lack of involvement of the Employer in the design phase (Arain et al., 2004). This cause the Variations affects the project severely during the later phases. Change of schedule by Employer: A change of schedule or master programme during the project construction phase may result in major resource reallocation (Fisk, 1997; OBrien, 1998). This is because time has an equivalent money value. A change in schedule means that the Contractor will either provide additional resources, or keep some resources idle in the construction site. In both cases additional cost is incurred. Employers financial problems: The Employer of the project may run into difficult financial situations that force him to make changes in an attempt to reduce cost of the project. Employers financial problems affect project progress and quality (Clough and Sears, 1994; OBrien, 1998). Proper financial planning and review of project cash flow would be effective in avoid this problem to from happening. Inadequate project objectives: Inadequate project objectives are one of the causes of Variations in construction projects (Ibbs and Allen, 1995). Due to inadequate project objectives, the designers would not be able to develop a comprehensive design which leads to many of Variations during the project construction phase. Replacement of materials or procedures: Replacement of materials or procedures may cause major Variations during the construction phase. The substitution of procedures includes Variations in application methods (Chappell and Willis, 1996). Therefore, an adjustment to the original contract value is required if there is a change in procedures. Impediment in prompt decision making process: Prompt decision making is an important factor for project success (Sanvido et al., 1992; Gray and Hughes, 2001). A delay in decision making may obstruct the progress of subsequent construction activities and that may eventually delay the entire project progress. Obstinate nature of Employer: A building project is the result of the combined efforts of the professionals. They have to work at the various interfaces of a project (Wang, 2000; Arain et al., 2004). If the Employer is obstinate, he may not accommodate other creative and beneficial ideas. Eventually, this may cause major Variations in the later stages and affect the project negatively. Change in specifications by owner: Changes in specifications are frequent in construction projects with inadequate project objectives (OBrien, 1998). In a multi-player environment like any construction project, change in specifications by the Employer during the construction phase may require major Variations and adjustments in project planning and procurement activities. B. Consultant Related Variations This section discusses the causes of Variations that were initiated by the consultant. In some cases, the consultant directly initiates Variations or the Variations are required because the consultant fails to fulfil certain requirements for carrying out the project. Change in design by Consultants: Change in design for improvement by the Consultant is a norm in contemporary professional practice (Arain et al., 2004). The changes in design are frequent in projects where construction starts before the design is finalized (Fisk, 1997). Design changes can affect a project adversely depending on the timing of the occurrence of the changes. Errors and omissions in design: Errors and omissions in design are an important cause of project to delays (Arain et al., 2004). Design errors and omissions may lead to loss of productivity and delay in project schedule (Assaf et al., 1995). Hence, errors and omissions in design can affect a project adversely depending on the timing of the occurrence of the errors. Conflicts between contract documents: Conflict between contract documents can result in misinterpretation of the actual requirement of a project (CII, 1986a). To convey complete project scope for participants, the contract documents must be clear and straight to the point. Insufficient details in contract documents may adversely affect the project, leading to delay in project completion. Inadequate scope of work for contractor: In a multi-player environment like construction, the scope of work for all the players must be clear and without uncertainty for successful project completion (Fisk, 1997; Arain et al., 2004). Inadequate scope of work for the contractor can cause major Variations that may negatively affect the project, and leads to changes in construction planning. Technology change: Technology change is a potential cause of Variations in a project. Project planning should be flexible for accommodating new beneficial Variations (CII, 1994b). This is because the new technology can be beneficial in the project life cycle, for instance, reducing maintenance cost of the project. Or new methods of constructions that reduce construction cost. Value engineering: Value engineering should ideally be carried out during the design phase (DellIsola, 1982). During the construction phase, value engineering can be a costly exercise, as Variation in any design element would initiate and leads to Variations to other relevant design components (Mokhtar et al., 2000). Lack of coordination: A lack of coordination between parties may cause major variations that could eventually impact the project adversely (Arain et al., 2004). Unfavourable Variations, which affect the projects negatively, can usually be managed at an early stage by paying extra focus in coordination. Design complexity: Complex designs require unique skills and construction methods (Arain et al., 2004). Complexity affects the flow of construction activities, whereas simple and linear construction works are relatively easy to handle (Fisk, 1997). Hence, complexity may cause major Variations in construction projects. Inadequate working drawing details: To convey a complete concept of the project design, the working drawings must be clear and concise (Geok, 2002). Insufficient working drawing details can result in misinterpretation of the actual requirement of a project (Arain et al., 2004). Thorough reviewing of design details would assist in minimizing Variations. Inadequate shop drawing details: Shop drawings are usually developed for construction work details for site professionals (Cox and Hamilton, 1995). As mentioned earlier with regard to working drawing details, likewise, inadequacy of shop drawing details can be a potential cause of Variations in the construction projects. Consultants lack of judgment and experience: Professional experience and judgment is an important factor for a successful completion of a building project (Clough and Sears, 1994; OBrien, 1998). The lack of professional experience increases the risk of errors in design as well as during construction. Eventually, this may affect the project quality and delay the project completion. Lack of consultants knowledge of available materials and equipment: Knowledge of available materials and equipment is an important factor for developing a comprehensive design (Geok, 2002). In the construction industry where material standardization is not common, the consultants lack of knowledge of available materials and equipment can cause numerous major Variations during various project phases. Honest wrong beliefs of consultant: Honest wrong beliefs may cause construction professionals to contribute poor value add in projects (Arain, 2002; Arain et al., 2004). Consultants, without having firsthand knowledge, may make decisions based on their wrong beliefs which would adversely affect the pace of the project. Consultants lack of required data: A lack of data can result in misinterpretation of the actual requirements of a project (Assaf et al., 1995; Arain, 2002). When there is insufficient data, consultants are prone to develop designs based on their own perceptions, which may not be what the Employer wants. Eventually, this may cause major Variations and affect the project negatively. Obstinate nature of consultant: In a multi-player environment like construction, the professionals have to work as team at the various interfaces of a project (Wang, 2000; Arain et al., 2004). If the consultant is obstinate, he may not accommodate other creative and beneficial ideas. Eventually, this may cause major Variations in the later stages and affect the project negatively. Ambiguous design details: A clearer design tends to be comprehended more readily (OBrien, 1998). Ambiguity or Doubtfulness or uncertainty in design is a potential cause of Variations in a project. This is because ambiguity in design can be misinterpreted by project participants, leading to rework and delay in the project completion. Eventually, this may affect the project progress negatively. Design discrepancies (inadequate design): Inadequate design can be a frequent cause of Variations in construction projects (CII, 1990a; Fisk, 1997). Design discrepancies affect the project functionality and quality. Eventually, this can affect a project adversely depending on the timing of the occurrence of the Variations. Noncompliance of design with government regulations: Noncompliance of design with government regulations or policies would cost the project difficult to execute (Clough and Sears, 1994). Noncompliance with government regulations may affect the project safety and progress negatively, leading to serious accidents and delays in the project completion. Noncompliance of design with owners requirements: A comprehensive design is one that accommodates the owners requirements (Cox and Hamilton, 1995). A noncompliance design with the owners requirements is considered an inadequate design (Fisk, 1997). Eventually, this may cause Variations for accommodating the Employers requirements. This may affect the project adversely during the construction phase. Change in specifications by consultant: Changes in specifications are frequent in construction projects with inadequate project objectives (OBrien, 1998). As mentioned earlier with respect to changes in specifications by the Employer, this is also a potential cause of Variations in a project, leading to reworks and delays in the project completion. C. Contractor Related Variations This section discusses the causes of Variations that were related to the Contractor. In some cases, the contractor may suggest Variations to the project, or the Variations may be required because the contractor fails to fulfil certain requirements for carrying out the project. Lack of Contractors involvement in design: Involvement of the Contractor in the design may assist in developing better designs by accommodating his creative and practical ideas (Arain et al., 2004). Lack of Contractors involvement in design may eventually cause Variations. Practical ideas which are not accommodated during the design phase will eventually affect the project negatively. Unavailability of equipment: Unavailability of equipment is a procurement problem that can affect the project completion (OBrien, 1998). Occasionally, the lack of equipment may cause major design Variations or adjustments to project scheduling to accommodate the replacement. Unavailability of skills (shortage of skilled manpower): Skilled manpower is one of the major resources required for complex technological projects (Arain et al., 2004). Shortage of skilled manpower is more likely to occur in complex technological projects. This lack can be a cause for Variations that may delay the projects completion date. Contractors financial difficulties: Construction is a labour intensive industry. Whether the Contractor has been paid or not, the wages of the worker must still be paid (Thomas and Napolitan, 1994). Contractors financial difficulties may cause major Variations during a project, affecting its quality and progress and in some cases even the safety of the site is affected if there is an argument. Contractors desired profitability: Contractors desired profitability can be a potential cause of Variations in construction projects. This is because Variations are considered a common source of additional works for the contractor (OBrien, 1998). The Contractor may eventually strive to convince the project Employer to allow certain Variations, leading to additional financial benefits for him. Differing site conditions: Differing site condition can be an important cause of delays in large building projects (Assaf et al., 1995). The contractor may face different soil conditions than those indicated in the tender documents. Eventually this may affect his cost estimates and schedule negatively. Defective workmanship: Defective workmanship may lead to demolition and rework in construction projects (Fisk, 1997; OBrien, 1998). Defective workmanship results in low quality in construction projects (Arain et al., 2004). Even the Contractor bares the cost of the defective work, but this also may affect the project negatively, leading to rework and delay in the project completion. Unfamiliarity with local conditions: Familiarity with local conditions is an important factor for the successful completion of a construction project (Clough and Sears, 1994). If the Contractor is not aware of local conditions, it would be extremely difficult for him to carry out the project. Eventually, project delays may occur that end up with vital Variations in the entire design entity. Lack of a specialized construction manager: The construction manager carries out the construction phase in an organized way to eliminate the risks of delays and other problems. Lack of a specialized construction manager may lead to defective workmanship and delay in the construction project. Fast track construction: Fast track construction requires an organized system to concurrently carry out interdependent project activities (Fisk, 1997). When the public and private sectors have large funds and want to complete projects in a very short time, complete construction drawings and specifications may not be available when the contractor starts work (Arain et al., 2004).Eventually, this procurement mode may cause major Variations. Poor procurement process: Procurement delays have various negative effects on other processes in the construction cycle (Fisk, 1997). Occasionally, the procurement delay may cause an entire change or replacement for originally specified materials or equipment for the project (Arain et al., 2004). This may therefore cause a need for project activities to be reworked. Lack of communication: Detrimental Variations, which affect the projects adversely, can usually be managed at an early stage with strong and incessant communication. A lack of coordination and communication between parties may cause major Variations that could eventually impact the project negatively (Arain et al., 2004). Contractors lack of judgment and experience: The consultants lack of professional experience increases the risk of errors during construction (OBrien, 1998). This lack may cause major construction Variations in a project, when both Contractor and consultant could not identify or foresee the problems in the planning stage due to both parties are lacking of experience. Eventually, this may affect the project quality and delay the project completion. Long lead procurement: Procurement delays have various adverse affects on other processes in the construction cycle (Fisk, 1997). Occasionally, the procurement delay may cause an entire change or replacement for originally specified materials or equipment for the project. Delay in long lead procurement is a common cause of delays in building projects (Assaf et al., 1995). Honest wrong beliefs of contractor: As mentioned earlier with respect to honest wrong beliefs of the consultant, honest wrong beliefs of the contractor can also be a potential cause of Variations in construction projects. Contractors, without having firsthand knowledge, may make decisions based on their wrong beliefs which would adversely affect the quality and pace of the project. Complex design and technology: Complex design and technology require detailed interpretations by the designer to make it comprehensible for the Contractor (Arain, 2002). A complex design may be experienced for the first time by the Contractor. Eventually, the complexity may affect the flow of construction activities, leading to delays in the project completion. Lack of strategic planning: Proper strategic planning is an important factor for successful completion of a building project (Clough and Sears, 1994; CII, 1994a). The lack of strategic planning is a common cause of Variations in projects where construction starts before the design is finalized, for instance, in concurrent design and construction contracts (OBrien, 1998). Contractors lack of required data: A lack of required data may affect the contractors strategic planning for successful project completion, leading to frequent disruptions during the construction process. This is because a lack of data can result in misinterpretation of the actual requirements of a project (Assaf et al., 1995; Arain et al., 2004). Contractors obstinate nature: As mentioned earlier with regard to the obstinate nature of consultant, likewise, this can be a potential cause of Variations in construction projects. If the Contractor is obstinate, he may not accommodate creative and beneficial ideas suggested by others. Eventually, this may cause major Variations in the later stages and affect the project negatively. D. Other Variations This section discusses the causes of Variations that were not directly related to the project team. Weather conditions: Adverse weather conditions can affect outside activities in construction projects (Fisk, 1997; OBrien, 1998). When weather conditions vary such as the various monsoon seasons in Malaysia, the contractor needs to adjust the construction schedule accordingly. Occasionally, this may affect the project progress negatively, leading to delays in construction. Safety considerations: Safety is an important factor for the successful completion of a building project (Clough and Sears, 1994). Noncompliance with safety requirements may cause major Variations in design. Lack of safety considerations may affect the project progress negatively, leading to serious accidents and delays in the project completion. Change in government regulations: Local authorities may have specific codes and regulations that need to be accommodated in the design (Arain et al., 2004). Change in government regulations during the project construction phase may cause major Variations in design and construction. This can affect a project negatively depending on the timing of the occurrence of the changes. Change in economic conditions: Economic conditions are one of the influential factors that may affect a construction project (Fisk, 1997). The economic situation of a country can affect the whole construction industry and its participants. Eventually, this may affect the project negatively, depending on the timing of the occurrence of the Variations. Socio-cultural factors: Professionals with different socio-cultural backgrounds may encounter problems due to different perceptions, and this may affect the working environment of the construction project (Arain et al., 2004). Lack of coordination is common between professionals with different socio-cultural backgrounds (OBrien, 1998). Eventually, project delays may occur that end up with vital changes in the entire project team. Unforeseen problems: Unforeseen conditions are usually faced by professionals in the construction industry (Clough and Sears, 1994; OBrien, 1998). If these conditions are not solved as soon as possible, they may cause major Variations in the construction projects. Eventually, this may affect the project negatively, leading to reworks and delays in the project completion. The Effects of Variation As stated in Max Abrahams in his book Engineering Law and the ICE Contracts, most of the employment given to the legal profession on engineering work is to do with disputes about Variations. Most significant number of claims emerged are from Variations, and that the Variation clause exists mainly is to protect the client/employer. If the majority claims by the contractors and the greatest problem in contract management are both caused by Variation, then either the variation must be reduced or eliminated, or a better legal and practical framework must be created so that they can be solve with more effectively. The simple answer to this is to be able to avoid use the of variation clause in the contract.. However, if a contract does not provide such clauses, the client may find himself unable to do something and accepting an unsatisfied product because he could not change what he now wants, although in return for great certainty with regard to price and possibly time. The existence of a variation clause improves the potential for securing and improving end product, but with a price, for the client then have less certainty about the price to be paid and the time for completion. In addition it to be said that the existence of Variation clause itself will also generate Variations cost, because the complete design at tender stage can be avoided. The extend to which completed design is to avoided at the tender state and extend to which the client has not secured a fixed price is generally considerable. Consider for instance, the parts of building project which are consider being variable in any event: Prime cost sums Provisional sum Provisional quantities Contingencies Day works Fluctuations Therefore, it is rare that a building contract sum is fixed. It is considered unwise that the contract should not contains Variation clauses because the consequence of inability to change the works as a right would, inevitably, lead on occasion to waste of resources. Some contracts do not contain Variation clauses, and such contract is very common in North America. This does not mean the Variation would not arise, only that the client has no contractual rights to vary the works. What we need is not about eliminating the Variation clauses, but to have better defined clauses. An inefficiently defined variation clauses can be easily identified, as variation occurs more often in works of alteration than on new works yet the system if control is not better; the same clauses are frequently used notwithstanding the fact that variations can to a great extent be reasonably anticipated on works of refurbishment or alteration. An improved legal framework and system of control must be also being willingness on the part of the professionals to use the variation clauses as intended and not to abuse it. Abuse can occur for various reasons: Where a clause is implemented because the scheme was not ful

Personal Statement Essay -- College Admissions Essays

Personal Statement Hmmm†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦What shall I tell you about me? You, the person who will decide my fate, my fate as to whether I would go to CU-Boulder, go live in Colorado, go snowboarding in the mountains, meet lots of interesting people, and have the most wonderful experience†¦I better make myself sound worthy. First off, I want you to know that I'm an unparalleled individual, whose outlook on life is of total optimism. Through out my 18 years, I've become freinds with people from all walks of life. I've learned to empathize with just about every one of them, gaining the greatest understanding in a variety of remarkable characters. One of my favorite, a homeless lady who's called Polly, tells the most incredible stories of love and the many men she has encountered in her 54 years of life. She lives under a bridge and panhandles for a living, yet she appears so happy and dandy, and she can put a smile on my face any day. She's the kind of person who makes me appreciate all the little things people like myself normally take for granted. I come from a family in which the parents struggled starting fresh at 30 years old in a new world, America. They came here in refuge from a country whose leader had forsaken his people, leaving them in a four year long nightmare in which over two million people were done to death. That country is Cambodia. The parents came to America, after having survived such evil and cruelty, not knowing a word of English, yet they persevered with desire of better lives for their two daughters. One of them, the oldest, is I. My father made me start training in Martial Arts, Tae Kwon Do, when I was 13 years old. He wanted me to have self-discipline and self-confidence†¦well, I guess I should thank him because all that training worked. Tae Kwon Do is a way of life for me. The tenants in which I practice are integrity, self-control, perseverance, and indomitable spirit. They may sound cheesy, but if you think about it, hey, it's actually ver y ethical. My father gave me martial arts, and my 14-year-old sister introduced snowboarding to me when I was 16. I love snowboarding! I basically taught myself how to board, well†¦ with the help of viewing my sister's skillfulness. I plan on indulging myself with Tae kwon Do and snowboarding for the rest of my life! I just can't stress enough on how much I love it! My parents and I have many expectations for m... ...of the National Honor Society (and I would also like to thank the reader for having the tenacity to make it this far). My involvement with People to People has taught me such traits as personal responsibility and integrity, through Jets TEAMS and my participation on the Granby Tennis Team I have learned about the importance of teamwork and group dynamics, and by being a web-master for a completely non-profit website, I have learned how to be self-sacrificing, and about how rewarding this can be. I would hope that all these instances have already been elaborated upon completely enough in the previous paragraphs that I do not need to do so again. If this is not the case then maybe I really do not have what it takes to become a member of the NHS. I believe that by now I have demonstrated that I posses the qualities of scholarship, leadership, character, and service. I also feel that if I am fortunate enough to earn inclusion in the NHS, that I would do nothing detract from the prest ige and respectability that is associated with the National Honor Society. But ultimately that is a choice which is left up to you, the reader. Now that I have had my say, it is time for you to have yours†¦

Chronic disease managment Essay

What is self-management? Self-care management is defined as the behaviour employed by an individual in managing and implementing the treatment regimen within the individual’s lifestyle routine and it recognizes an individual’s central role in managing chronic diseases (Costantini et al. , 2008). In sum, self-management is to help individuals collaborate with health care professionals to help themselves, by using strategies and proper interventions, to bring self-care into daily routine to help managing chronic diseases and to promote quality of life. How will you promote self-efficacy and autonomy for your clients in your practice? Chronic kidney disease (CKD) affects almost every aspect of patient’s life, both physical and emotional. According to Mok (2011, p12), several strategies identified in helping patients with CKD to improve nutritional adherence. These strategies fall into three categories: patient education, behaviour modification and organizational changes. These strategies also applicable in other treatment in CKD. According to Barbra (2011,p183), when patients’ disease deteriorate or towards terminal states, strategies of ending self-management and back to medical or comfort care were also mentioned. Nurses can apply these strategies by nursing interventions to help promote patients self-efficacy and autonomy. First, patient education strategies. Nurses should assess patients’ need and their knowledge and literacy level before providing education. These assessment should make sure patients are ready to accept the changes and the education received can be fully understood. Usually when patients are knowledgeable in their own condition, their self-efficacy and autonomy will be greatly improved. In addition, education should also be provided to caregivers because a lot of patients with CKD depend on caregivers in ADLs. During assessment and education process, nurses should be aware of using good communication skills, interviewing skills and make sure accurate information and related resources are provided to patients and caregivers. Second, behaviour modification strategies. According to Mok (2011, p12), several techniques can be used in behaviour modification such as reminders, self-monitoring, and positive reinforcement. Nurses can combine effective behavioral, psychosocial strategies such as periodical reminder by using telephone, email, regular appointment or face to face interaction. Nurses should advocate patients for regular follow up to make sure patients adherence to treatment. No patient is alone in chronic disease treatment, nurses should collaborate with patients’ family members and caregivers to help maintain compliance. In addition, nurses can assist patients in using self-monitoring techniques such as blood pressure monitoring, diaries, logs, personal health records to help track their health condition. Third, organizational changes. According to Mok (2011, p13), nurses can collaborate with other health care professionals such as dietitians and physicians to enhance compliance. Nurses can directly help patients in developing dietary plan and improve patients’ satisfactory, in turn, promote treatment adherence. Lastly, according to Barbra (2011, p183), when patient unable to perform self-care, giving up self-management and return to professional medical care should be acknowledged. Nurses should educate and assess patients’ and caregivers’ capability of performing self-management, making sure they are knowledgeable of serious symptoms and capable of seeking help when needed. What are indicators of successful self-management in patients with CKD? According to Mok (2011, p12), several factors may affect successful treatment such as lack of knowledge, hectic lifestyle, lack of decision making in own dietary outcomes and dissatisfactory of dietary prescription. First, knowledge deficit will make patients unable to choose proper food or make necessary adjustments, in turn, leads to failure in self-care management. Therefore, patients education, knowledge and ample resources provision are indicators of successful self-management. Second, hectic lifestyle such as fast-paced lifestyle or elderly depend on others are often unable to adherence to the prescribed regimen. Therefore, lifestyle modification, caregivers’ capability and support are also indicators of successful self-management. Third, lack of decision making of own dietary outcome due to depend on caregivers instead of patients might influence successful self-management. Fourth, dissatisfaction of prescribed renal diet will affect patients’ adherence. Therefore, patient readiness to change, communication skills, assessment tools and psychosocial support are also indicators of successful self-management. In sum, indicators of successful self-management involves every aspect of disease process and treatment. In nurses’ and patients’ perspective, nurses’ communication skills, interviewing skills, collaboration capability, staff training, patients’ readiness, patients’ emotional support, patients’ knowledge, problem solving techniques, etc are all indicators of successful self-management.

Services Marketing Essays

Services Marketing Essays Services Marketing Essay Services Marketing Essay Australasian Marketing Journal 18 (2010) 41–47 Contents lists available at ScienceDirect Australasian Marketing Journal journal homepage: www. elsevier. com/locate/amj How the local competition defeated a global brand: The case of Starbucks Paul G. Patterson *, Jane Scott, Mark D. Uncles School of Marketing, Australian School of Business, University of NSW, Sydney, NSW 2052, Australia r t i c l e i n f o a b s t r a c t Americanised the coffee tradition. Keywords: Service brands Service quality Global branding International business Starbucks Coffee The astounding growth and expansion of Starbucks is outlined, both on a global scale and within Australia. The focus then shifts to the abrupt closure of three-quarters of the Australian stores in mid 2008. Several reasons for these closures are described and examined, including that: Starbucks overestimated their points of differentiation and the perceived value of their supplementary services; their service standards declined; they ignored some golden rules of international marketing; they expanded too quickly and forced themselves upon an unwilling public; they entered late into a highly competitive market; they failed to communicate the brand; and their business model was unsustainable. Key lessons that may go beyond the speci? cs of the Starbucks case are the importance of: undertaking market research and taking note of it; thinking globally but acting locally; establishing a differential advantage and then striving to sustain it; not losing sight of what makes a brand successful in the ? rst place; and the necessity of having a sustainable business model. O 2009 Australian and New Zealand Marketing Academy. Published by Elsevier Ltd. All rights reserved. 1. Introduction ‘‘Shunned Starbucks in Aussie exit† (BBC News, 4 August 2008) then shifts focus to describe the extent of the store closures in Australia, before offering several reasons for the failure and lessons that others might learn from the case. 2. Background ‘‘Weak coffee and large debt stir Starbucks’ troubles in Australia† (The Australian, 19 August 2008) ‘‘Memo Starbucks: next time try selling ice to Eskimos† (The Age, 3 August 2008) ‘‘Taste of defeat for the mugs from Starbucks† (Sydney Morning Herald, 31 July 2008) ‘‘Coffee culture grinds Starbucks’ Australian operation† (Yahoo News, 3 August 2008) When the announcement was made in mid 2008 that Starbucks would be closing nearly three-quarters of its 84 Australian stores there was mixed reaction. Some people were shocked, others were triumphant. Journalists used every pun in the book to create a sensational headline, and it seemed everyone had a theory as to what went wrong. This case outlines the astounding growth and expansion of the Starbucks brand worldwide, including to Australia. It * Corresponding author. Tel. : +61 2 9385 1105. E-mail addresses: p. [emailprotected] edu. au (P. G. Patterson), [emailprotected] com. au (J. Scott), m. [emailprotected] edu. au (M. D. Uncles). Founded in 1971, Starbucks’ ? rst store was in Seattle’s Pike Place Market. By the time it went public in 1992, it had 140 stores and was expanding at a breakneck pace, with a growing store count of an extra 40–60% a year. Whilst former CEO Jim Donald claimed that ‘‘we don’t want to take over the world†, during the 1990s and early 2000s, Starbucks were opening on average at least one store a day (Palmer, 2008). In 2008 it was claimed to be opening seven stores a day worldwide. Not surprisingly, Starbucks is now the largest coffee chain operator in the world, with more than 15,000 stores in 44 countries, and in 2007, accounted for 39% of the world’s total specialist offee house sales (Euromonitor, 2008a). In North America alone, it serves 50 million people a week, and is now an indelible part of the urban landscape. But just how did Starbucks become such a phenomenon? Firstly, it successfully Americanised the European coffee tradition – something no other coffee house had done previously. Before Starbucks, coffee in its current form (latte, frappacino, mocha, etc. ) was alien to most US consumers. Secondly, Starbucks did not just sell coffee – it sold an experience. As founding CEO Howard Schultz explained, ‘‘We are not in the coffee business serving people, we’re in the people business serving coffee† (Schultz and Yang, 1997). This epitomised the emphasis on customer service such as making eye contact and greeting each customer within 5 seconds, 1441-3582/$ see front matter O 2009 Australian and New Zealand Marketing Academy. Published by Elsevier Ltd. All rights reserved. doi:10. 1016/j. ausmj. 2009. 10. 001 42 P. G. Patterson et al. / Australasian Marketing Journal 18 (2010) 41–47 leaning tables promptly and remembering the names of regular customers. From inception, Starbucks’ purpose was to reinvent a commodity with a sense of romance, atmosphere, sophistication and sense of community (Schultz and Yang, 1997). Next, Starbucks created a ‘third place’ in people’s lives – somewhere between home and work where they could sit and relax. This was a novelty in the US where in many small towns cafe culture consisted of ? lter coffee on a hot plate. In this way, Starbucks positioned itself to not only sell coffee, but also offer an experience. It was conceived as a lifestyle cafe. The establishment of the cafe as a social hub, with comfortable chairs and music has been just as important a part of the Starbucks brand as its coffee. All this came with a premium price. While people were aware that the beverages at Starbucks were more expensive than at many cafes, they still frequented the outlets as it was a place ‘to see and be seen’. In this way, the brand was widely accepted and became, to an extent, a symbol of status, and everyone’s must-have accessory on their way to work. So, not only did Starbucks revolutionise how Americans drank coffee, it also revolutionised how much people were prepared to pay. Consistency of product across stores, and even national boundaries, has been a hallmark of Starbucks. Like McDonald’s, Starbucks claims that a customer should be able to visit a store anywhere in the world and buy a coffee exactly to speci? cation. This sentiment is echoed by Mark Ring, CEO of Starbucks Australia who stated ‘‘consistency is really important to our customers . . . a consistency in the product . . . the overall experience when you walk into a cafe . . the music . . . the lighting . . . the furniture . . . the person who is working the bar†. So, whilst there might be slight differences between Starbucks in different countries, they all generally look the same and offer the same product assortment. One way this is ensured is by insisting that all managers and partners (employees) undergo 13 weeks of training – not just to learn how to make a coffee, but to understand the nuances of the Starbucks brand (Karolefski, 2002) and how to deliver on its promise of a service experience. The Starbucks formula also depends on location and convenience. Starbucks have worked under the assumption that people are not going to visit unless it’s convenient, and it is this assumption that underlies their highly concentrated store coverage in many cities. Typically, clusters of outlets are opened, which has the effect of saturating a neighbourhood with the Starbucks brand. Interestingly, until recently, they have not engaged in traditional advertising, believing their large store presence and word-ofmouth to be all the advertising and promotion they need. Starbucks’ management believed that a distinctive and memorable brand, a product that made people ‘feel good’ and an enjoyable delivery channel would create repeat business and customer loyalty. Faced with near-saturation conditions in the US – by 2007 it commanded 62% of the specialist coffee shop market in North America (Table 1) – the company has increasingly looked overseas for growth opportunities. As part of this strategy, Starbucks opened its ? rst Australian store in Sydney in 2000, before expanding elsewhere within New South Wales and then nationwide (albeit with 0% of stores concentrated in just three states: NSW, Victoria and Queensland). By the end of 2007 Starbucks had 87 stores, enabling it to control 7% of the specialist coffee shop market in Australasia (Table 1). By 2008, consumer awareness of Starbucks in Australia was 90% (Shoebridge, 2008), with each outlet selling, on average, double the number of coffees (270 a day) than the res t of Australia’s coffee shops (Lindhe, 2008). 3. Expansion into Asia Starbucks currently operates in 44 markets and even has a small presence in Paris – birthplace and stronghold of European cafe culture. Beyond North America, it has a very signi? ant share of the specialist coffee shop market in Western Europe, Asia Paci? c and Latin America (Table 1) and these regions make strong revenue contributions (Table 2). It is in Asia that they see the most potential for growth as they face increasing competitive pressure in their more traditional markets. Half the international stores Starbucks plans to operate in the next decade will be in Asia (Euromonitor, 2006; Browning, 2008). Indeed, Starbucks has done well in international markets where there has not traditionally been a coffee drinking culture, namely Japan, Thailand, Indonesia and China. In effect it has been responsible for growing the category in these markets. The ? rst Starbucks outside the US opened in Tokyo in 1996, and since then, Starbucks’ Japanese stores have become twice as profitable as the US stores. Unsurprisingly then, Japan is Starbucks’ best performing overseas market outside North America. More than 100 new stores open each year in Japan, and coffee is now more popular than tea in terms of both volume and value (Lee, 2003; see also Uncles, 2008). As opposed to their entry into the Australian market, Starbucks made small changes to its formula for the Japanese market; for example, the invention of a green tea frappucino, and the provision of smaller drinks and pastries to conform to local tastes. Starbucks arrived in China in 1998 and by 2002 had 50 outlets, and 165 outlets by 2006 (BBC News, 2006), quickly becoming the nation’s leading coffee chain. Starbucks now sees China as its key growth market due to the size and preferences of the emerging middle class. In the Asia–Paci? region, Starbucks command of the specialist coffee shop market grew from 15% in 2002 to 19% in 2007 (refer to Table 2). The total market for cafes in China grew by over 135% between 1999 and 2004 to reach US$2. 6 billion. It is projected to grow another 144% by 2008 to reach US$6. 4 billion in sales. More specialty coffee shops are opening across China as a middle class with strong purchasing power emerges, although this rise in coffee con sumption is highly concentrated in large cities such as Beijing, Shanghai and Guangzhou. Starbucks has said that it xpects China to become its biggest market after the US and the plan is to open 100 stores a year (Euromonitor, 2006). Signi? cantly, certain Western brands are valued by Chinese consumers and Starbucks appears to be one of them. A growing number of China’s 500 million urbanites favour Starbucks for its ambience, which is seen as an important signal of service quality, Table 2 Starbucks’ regional sales performance by outlets and value 2006. Region North America Asia Paci? c Western Europe Australasia World % of company sales (outlets) 79. 0 13. 6. 7 1. 1 100. 0 % of company sales (revenue in $US) 80. 5 10. 8 7. 7 1. 0 100. 0 Table 1 Starbucks’ share of the specialist coffee shop market in each major region. Region North America Western Europe Asia Paci? c Australasia Latin America Source: Euromonitor (2008b). 2002 (%) 44 17 15 6 0 2007 (%) 62 21 19 7 18 Source: Percentage of company sales in each region is calculated from retail sales within this market in 2006, with sales data drawn from Euromonitor (2007). P. G. Patterson et al. / Australasian Marketing Journal 18 (2010) 41–47 43 nd Starbucks’ design concept rests easily with China’s consumers, who tend to lounge with friends while sipping coffee. Its outlets in China frequently maintain larger seating areas than average outlets in other countries, and plush chairs and davenports are provided to accommodate crowds that linger. However, success for Starbucks in China is not a given, and they will face several challenges in the coming years. China’s accession to the WTO has led to the gradual relaxation of the policy governing foreign-owned retail outlets, and this will lead to more foreign investment and thereby competition (Lee, 2004). Several multinationals are engaged in selling coffee (including KFC, McDonald’s, Yoshinoya, and Manabe), and a number of local brands have recently emerged, some even imitating Starbucks’ distinctive green and white logo and its in-store ambience (notably Xingbake in Shanghai). Furthermore, the reduction of import tariffs on coffee will also encourage foreign investment in coffee. 4. The Australian retail coffee industry Australia’s taste for coffee is a by-product of the waves of immigrants arriving on the country’s shores following World War II. European migrants, predominantly Greeks and Italians, were the ? st to establish the coffee culture, which was later embraced more widely in the 1980s. For decades Australians enjoyed a variation of the ‘lifestyle coffee experience’ that Starbucks created from scratch in the US. Australians did not need to be introduced to the concept of coffee as many other countries did. Savouring a morning cup of coffee was already a ritual for many consumers. It is fair to describe Australia’s coffee culture as mature and sophisticated, so when Starbucks entered Australia in 2000, a thriving urban cafe culture was already in place. This established culture saw Australians typically patronise smaller boutique style coffee shops, with people willing to travel out of their way for a favoured cup of coffee, especially in Melbourne where coffee has developed an almost cult-like following. For Australians, coffee is as much about relationships as it is about the product, suggesting that an impersonal, global chain experience would have trouble replicating the intimacy, personalisation and familiarity of a suburban boutique cafe. Furthermore, through years of coffee drinking, many Australians, unlike American or Asian consumers, have developed a sophisticated palate, enjoying their coffee straighter and stronger, and without the need to disguise the taste with ? avoured, syrupy shots. This love of coffee is easily quanti? ed. The Australian market is worth $3 billion, of which $1. 8 billion relates to the coffee retailing market. For every cup of coffee consumed out of home, two cups are consumed at home (AustralAsian Specialty Coffee Association, 2006). Per capita consumption is now estimated at 2. kg-twice as much as 30 years ago. Whilst Australians are among the highest consumers of instant coffee in the world, they are increasingly buying coffee out of the home (Euromonitor, 2008c). More than 1 billion cups of coffee are consumed in cafes, restaurants and other outlets each year, representing an increase of 65% over the last 10 years. Even between 2000 and 2005, trade sales of coffee have increased about 18%. In 2007, the growth in popularity of the cafe culture resulted in trade volume sales growing at an annual rate of 5%. Some 31% of the coffee sold through foodservice is takeaway, and it is thought that ‘fast coffee’ will be a growth area in future years (Euromonitor, 2008d). There is also a trend towards larger takeaway sizes, with 400 ml cups increasing in popularity (Euromonitor, 2008d). One might argue that Starbucks drove these trends, especially in regards to larger sizes. There are almost 14,000 cafes and restaurants serving a variety of coffee types in Australia, and during 2006/07, they generated $9. 7 billion in income (Australian Bureau of Statistics, 2008). However, despite these statistics, the coffee business does not guarantee success. As Paul Irvine, co-founder of Gloria Jean’s notes, ‘‘Australia is a tough retail market and coffee retailing is particularly tough†. According to of? cial statistics, the cafe business is not always pro? table, with the net pro? tability of cafes falling to about 4%. For a cafe to be successful, it has to offer marginally better coffee than local competitors, and do so consistently. Coffee drinkers in Australia are discerning, and they will go out of their way to purchase a good cup of coffee. They are not as easily persuaded as people from other countries simply to visit their nearest cafe. Secondly, for a cafe to make a pro? t, it needs to turn over 15 kg of coffee a week. The national average is 11 kg, so a cafe has to be above average to begin with to even make a pro? t. Any newcomer needs to understand this before entering the market. The other signi? cant constraint on pro? tability is the cost of hiring baristas, with a good one costing between $1000 and $1500 a week (Charles, 2007). However, it seems that this is a necessary cost in order to deliver a superior product. The question that then begs to be asked is: How well did Starbucks understand this existing coffee culture? Did they under-estimate the relational aspect of coffee purchasing in Australia, as well as the importance of the quality of ingredients and the skills of the person making each cup? Did they overestimate the value consumers attach to the in-store experience and the ‘third place’ concept? Or did they just look at the statistics regarding coffee consumption and think that operating in Australia was a license to print money? Did they simply see Australia as the next logical step to global domination? Starbucks has 87% of the US specialty coffee shop market, and only now is it beginning to feel pressure from non-traditional competitors such as Dunkin Donut, 7 Eleven, McCafe and Krispy Kreme (Burritt, 2007). However, in Australia, the competitive landscape is different. Gloria Jean’s dominates the high-street part of the coffee retailing market and McCafe dominates the convenience end (Shoebridge, 2008). Other signi? cant competitors include The Coffee Club and Wild Bean Cafe (an add-on to BP petrol stations) and Hudson’s Coffee (see Table 3). All offer a similar in-store experience to Starbucks, with McCafe from 2007 onwards refurbishing many McDonald’s stores to imitate the Starbucks’ experience, albeit at the economy end of the market. 5. Growth grinds to a halt . . . store closures In recent times however things have started to go wrong for Starbucks. Internationally, company earnings declined as cashstrapped consumers faced record petrol prices and rising interest rates meaning they have had to pull back on gourmet coffee and other luxuries. Sales fell 50% in the last 2 years, the US share price fell more than 40% over the past year and pro? s dropped 28% (Bawden, 2008; Coleman-Lochner and Stanford, 2008; Mintz, 2008). Consequently, Howard Schultz, the founder and chairman of Starbucks, resumed the position of CEO in 2008 with the aim of revitalising the business. He slowed the pace at which stores were opened (and in fact closed more stores than he will open in the coming year), introduced key performan ce targets (KPTs) and an employee rewards system in the US, and simultaneously shut down every store in America for three and a half hours of staff training (Muthukumar and Jain, 2008). Customer-oriented initiatives have included the addition of more food, the launch of the Starbucks card and Starbucks express, and the provision of highspeed wi-? internet access (Hota, 2008). Notably, Schultz acknowledges that the company’s focus has been more on expansion than on customer service – the very thing that was at the heart of its unique value proposition. 44 P. G. Patterson et al. / Australasian Marketing Journal 18 (2010) 41–47 Table 3 Competition in the Australian specialty coffee chain market (chains arranged in order of the number of stores operating in Australia). Number of stores in Australia Gloria Jean’s 500 Year established in Australia 1996 Business model Price of an espresso coffee (e. g. , ? at white, cappuccino) Regular $3. 25 Small $3. 25 Standard $3. 40 Regular $3. 40 Small $3. 10 Tall $3. 60 Performance highlights and lowlights Franchise Overall Winner, 2005 Franchisor of the Year Sales rose 18% to an estimated $240 m for 07/08 driven by new stores and growth from existing stores The fastest growing cafe brand in Australia and NZ Number of stores up from 60 in 2002 Winner, 2008 Food Franchisor of the Year The number of stores reported here includes NZ Plans to open more sites McCafe Coffee Club Wild Bean Cafe 488 220 105 1993 1989 2004 Some store-owned, some franchise Franchise Part of a franchise with Wild Bean Cafe (BP) Connect Franchise Store-owned Hudson’s Starbucks 45 23 1998 2000 Plans to expand store numbers by 20–30% 08/09 Prior to closures in August 2008 there were 84 stores had a perceived lower quality product Sources: Various company reports as at the end of 2008. However, it seems that these measures were too late for the Australian operation. On 29th July 2008, Starbucks announced that it would be closing 61 of its 84 Australian stores (i. . , 73%) by August 2008, resulting in a loss of 685 jobs. All of these stores had been under-performing (8 were in SA, ACT and Tasmania, 28 in NSW, 17 in Victoria and 8 in Queensland). This decline of Starbucks in Australia was not as sudden as many would have us believe and in fact some reports (Edwards and Sainsbury, 2008; Shoebridge, 2008) indicated that by late 2007 Starbucks already had: accumulated losses of $143 million; a loss of $36 million for that ? nancial year; lost $27. 6 million the previous ? nancial year; loans of $72. million from Starbucks in the US; was only surviving because of its US parent’s support. Whilst the troubled economy might seem an easy scapegoat, with people tightening their belts and eating out less, it is unlikely that this was the core problem as evidenced by the continuing growth of their competitors. Indeed, coffee is no longer considered a luxury item by many Australians, but rather an affordable part of their daily routine. Instead, there is substantial evidence to suggest a number of factors combined to bring about Starbucks’ demise. . 1. Starbucks overestimated their points of differentiation and customer perceived value of their supplementary services ‘‘I just think the whole system, the way they serve, just didn’t appeal to the culture we have here† Andrew Mackay, VP of the Australian Coffee Traders Association, in Martin (2008) Whilst there was initial curiosity and hype about Starbucks, after trying it, many Australians quickly found that it failed to offer a particularly unique experience that was not offered by other chains or cafes. Given the strong established coffee culture and discerning palates of Australians, the core product – coffee – was not seen as particularly different from, say, a latte or short black from a good suburban barista, Gloria Jean’s or Coffee Club. Its point of difference in Australia, where a coffee culture already existed, had to be in its supplementary or value-adding services – i. e. , its unique servicescape, engaging customer service, brand image and so on (Lovelock et al. , 2007). But was this worth a premium price, especially as the competition began replicating Starbucks in-store experience? Starbucks has since been harshly criticised by Australian consumers and the media. Their coffee has been variously described as ‘a watered down product’, ‘gimmicky’, and consisting of ‘buckets of milk’. These are not the labels you would choose to describe a coffee that aspires to be seen as a ‘gourmet’ product. It has also been criticised for its uncompetitive pricing, even being described as ‘‘one of the most over-priced products the world has ever seen† (Martin, 2008). Even the idea of the third place has come under criticism – ‘‘why would you want to sit around a pretend lounge room drinking a weak and expensive coffee when you can go around the corner and have the real thing? † (Wailes, 2008). It seems that Starbucks’ rapid expansion, its omnipresence, somewhat standardised store design and recent insistence on staff achieving various sales KPTs (key performance targets) such as serving ‘x’ customers per hour, all combined to diminish the instore experience. The introduction of sales targets for front-line These closures saw 23 stores kept open in prime locations in Sydney, Melbourne and Brisbane. But this begs the question: can a 23-store chain be viable for the brand in the long-term? Based on the approximate numbers in Table 3, Starbucks had a 6% share of stores in Australia before the closures; this has now fallen to a share below 2%. Even before the closures, Australasia represented only 1% of company sales (Table 2) and now the ? gure is expected to be much lower. This may not make much commercial sense as it will be dif? cult to achieve economies of scale in terms of marketing and purchasing, and such small numbers are totally out of step with the clustering strategy adopted in its strongest markets – the US, Japan and China. However, it could also be argued that with Starbucks’ strategy of global domination, it is unlikely that it will ever close its Australian business entirely. Whilst Starbucks’ management have been keen to suggest that ‘‘this decision represents business challenges unique to the Australian market and in no way re? ects the state of the Starbucks business in countries outside of the United States†, the US market has also suffered. By September 2008, 600 stores had closed (or were due for closure), with about 12,000 workers, or 7% of Starbucks’ global workforce affected (Mintz, 2008). It should be noted that the situation in the US has only worsened as a result of the global ? nancial crisis. 6. So what went wrong? Opinions abound as to why Starbucks failed in Australia. Our research suggests there is some truth to many of these opinions. P. G. Patterson et al. / Australasian Marketing Journal 18 (2010) 41–47 45 employees, for example, meant staff and baristas had less time to engage with customers. It began to stray too far from its roots and the very values upon which the brand was built. Some of these actions were forced upon Starbucks by emerging competitors seeking to imitate the brand, and thus gain a slice of the ever growing lifestyle coffee market. Starbucks’ points of differentiation were systematically being eroded and, in a sense, the brand that taught the world that coffee is not a commodity was itself becoming one. 6. 2. Declining service quality The brand has also come under ? re for declining customer service as it continued to expand. For example, the quality of baristas is said to have declined as Starbucks widened its pool of applicants in order to meet demand at new stores. Can a 17 year old high school student really compete with a boutique trained barista with a passion for coffee? By not offering a better experience and product than emerging direct competitors, Starbucks found itself undermined by countless high street cafes and other chains that were selling stronger brews at lower prices and often offering better or equal hospitality. Whilst they may have pioneered the idea of a ‘third place’, it was an easy idea to copy, and even easier to better by offering superior coffee, ambience and service. Now, with so many coffee chains around, Starbucks have little point of differentiation, even wi-? internet access has become commonplace across all types of cafe. Furthermore, while customers were offered promotional rewards for returning to Starbucks, the card-based scheme is no more sophisticated than equivalent me-too cards at Gloria Jean’s, Coffee Club, Hudson’s and many independent cafes. And as noted earlier, one of the things that set Starbucks apart from the competition – i. e. , acknowledging customers (often by name for regulars) within a few seconds of entering the store and eriously engaging with them, began to unravel when Starbucks imposed both customer service and sales targets for its cafes. The imposition of these targets plus an ever widening range and complexity of coffees to remember and make to perfection, meant staff morale and inevitably customer service levels declined. In fact in the USA some staff were so disillusioned with the impositio n of sales targets (because it meant they simply didn’t have time to engage with customers) they posted blogs openly stating that Starbucks had lost its way. Finally, it appears that Starbucks were not even delivering on their core promise of serving superior coffee in comfortable surroundings, thus justifying its premium price. By switching to vacuum packaged coffee, consumers are denied the store-? lling aroma of the coffee beans. The switching of traditional coffee machines to automated espresso machines (which can make coffees 40% faster and move customers through the lines more quickly), has also resulted in a loss of ‘theatre’ (Grove et al. , 2000) for people wanting to see their coffee made that way and has also had implications for taste. In-store, it has been noted that there are fewer soft chairs and less carpeting, and Starbucks recently lost ground in the ‘service and surroundings’ category of the Brand Keys 2007 Customer Loyalty Engagement Index (Cebrzynski, 2008). It seems that Starbucks is now less about the quality of the coffee, and is more about the convenience of faster service and being on every corner – whilst still charging a premium. 6. 3. Starbucks ignored some golden rules of international marketing Ironically, it seems that the very thing that made Starbucks successful in the ? st place, its ability to adjust the original (European) business model and coffee tradition to local (US) conditions, is the thing that let it down. Whilst Starbucks has made minor changes to its menu in countries such as Japan and Saudi Arabia, it generally offers the same products all around the world. When the company came to Australia, it brought its ‘American’ offering, simply bringing wha t worked in the US and applying it here, without really understanding the local market. But with more than 235 ethnicities speaking more than 270 languages and dialects, companies wanting to get ahead in Australia need to be aware that they are not dealing with one homogeneous market. Unfortunately what worked in the US was ‘‘bitter, weak coffee augmented by huge quantities of milk and sweet ? avoured syrups. Not so much coffee, as hot coffee-based smoothies†. For the Australian consumer raised on a diet of real espresso, this was always going to be a tough sell (Mescall, 2008) As McDonald’s Australia chief executive Peter Bush noted, US retailers that have had trouble making it work in Australia (e. . , Starbucks, Denny’s, Arby’s, Taco Bell) are those that have ‘‘introduced formulae developed for US palates and for the US way of doing business . . . These formulae have, at best, modest relevance in Australia†. Peter Irvine, co-founder of Gloria Jean’s, also noted that ‘‘US retailers often arriv e in Australia thinking the size of their overseas chains and the strength of their brands in other markets will make it easy for them to crack the local market. Their focus is on global domination rather than the needs of the local consumers†. Further, there is a strong sense in Australia of buying local, supporting the community, having relationships with the people you buy from, and supporting ethically-minded businesses. Starbucks clashed completely with that, whereas local stores can differentiate themselves as being local and non-corporate. Furthermore, some would argue that Starbucks has become a caricature of the American way of life and many Australians reject that iconography. Many are simply not interested in the ‘super-size’ culture of the extra-large cups, nor want to be associated with a product that is constantly in the hands of movie stars. . 4. Expanding too quickly and forcing themselves upon an unwilling public In the US, Starbucks started in Seattle as a single store. In a nation bereft of a genuine cafe culture, that single store captured people’s imagination, and soon became a second store, quickly followed by a third. Before long, Starbucks had become a demand-driven phenomenon, wi th everyone wanting a Starbucks in their local area. McDonald’s grew exactly the same way in Australia, opening just one or two stores in each city – nowhere near enough to meet demand – thus creating an almost arti? ial scarcity, which created huge buzz around the brand experience. Krispy Kreme did the same. But when Starbucks opened in Australia, they immediately tried to impose themselves with multiple store openings in every city – adopting the US-model of expansion through store clusters. Australians were not given a chance to ‘discover’ it. As Mescall (2008) points out ‘‘they took key sites, hung huge signs, made us order coffee in sizes and gave the coffees weird names. Starbucks said to us – ‘that’s not how you drink coffee. This s how you drink coffee’†. They took the Coca-Cola strategy of being available wherever people looked, but this quickly led to market saturation. Their expansion di d not hurt their competitors so much as themselves, and they found themselves cannibalising their own stores. Furthermore, by becoming too common, the company violated the economic principles of cultural scarcity and the novelty wore off. By having too many outlets, becoming too commercial and too widely used, it began to lose its initial appeal of status and exclusivity. It began to have a mass brand feel, certainly not the warm feeling of a neighbourhood cafe. Furthermore, they became more reliant 46 P. G. Patterson et al. / Australasian Marketing Journal 18 (2010) 41–47 on less af? uent consumers who now, with a worsening economy, are spending less, making Starbucks more vulnerable to economic ? uctuations. 6. 5. Entering late into a highly competitive market ‘‘In America, Starbucks is a state of mind. In Australia, it was simply another player. † Barry Urquhart, quoted in Delaney (2008) From Day 1, Starbucks got off on the back foot. They lacked the ? rst-mover advantage they had in the US and Asia, ? nding themselves the late entrant in an already very developed, sophisticated and competitive market. Indeed, the competitive landscape in the Australian retail coffee market is very different to that of other countries. Here, Starbucks found themselves competing with hundreds of independent cafes and speciality coffee chains (see Table 3), where the coffee was generally better and the staff knew their customers by name. Signi? cantly, they were also the last of the major chains to gain a presence in Australia. 6. 6. Failing to communicate the brand Worldwide, Starbucks rarely employs above-the-line promotion, and this was also the case in Australia. Instead, they maintained that their stores are the core of the business and that they do not need to build the brand through advertising or promotion. Howard Shultz often preached, ‘‘Build the (Starbucks’) brand one cup at a time,† that is, rely on the customer experience to generate word-of-mouth, loyalty and new business. But in a market as competitive as Australia, with a consumer whose palate is discerning and whose loyalty often lies with a speci? barista, advertising and promotion was essential to communicate the Starbucks message. The issue is not so much about building awareness – which, at 90%, is high – but to communicate what the brand means and to give consumers reasons for patronising Starbucks. Their lack of advertising made this branding issue even worse, with many people unable to articulate why they should be loyal to Starbucks. At the same time, competitors were communicating their messages very effectively – McDonald’s, for instance, is a heavy spending, award-winning, advertiser in the Australian market. Added to which, more subversive counter-messages were coming from those who saw in Starbucks a ‘brand bully’ riding rough shod over the nuanced tastes and preferences of local cultures (Klein, 2000; Clark, 2008). In other words, a range of strong contrary messages were undermining Starbucks’ own very limited communications. 6. 7. Unsustainable business model Starbucks’ product line is limited primarily to coffee. Sometimes a new product idea will be developed, such as the Frappucino, but these tend to have limited product life cycles and/or are seasonal. For example, the Frappucino has traditionally made up 15% of (summer) sales, but recently sales have been down, suggesting that customers are already bored with it (Kiviat, 2008). Furthermore, in the instance where other products were offered, people failed to purchase them as they only really associate Starbucks with coffee and generally seek food elsewhere. This is a very different model to The Coffee Club which has much more of a cafe feel to it, or McDonald’s which has a full range of breakfast and lunch/dinner items that can be complemented by a McCafe latte. Hence the average transaction value at Starbucks is lower than its competitors, and therefore more customers must pass through its doors to reach the sales and pro? t levels of its competitors. It also creates con? ict with the Starbucks ethos of the third place (and allowing people to sit around for 30 minutes sipping lattes and reading, talking or sur? ng) versus the need to get people in and out quickly and not take up valuable ‘real estate’ (which in itself means that the average Starbucks store needs to be much bigger than the average cafe). Unlike most of the other retail coffee chains, Starbucks does not use a franchise model, preferring to lease and ? t-out its own outlets. This means more cash is being spent upfront, and in Starbucks’ case, more debt accrued. But adopting a franchise model would have numerous other advantages than just minimising this. It would mean that local investors, with a good sense of the local market, put their own money into the business and take an active role in running it and shaping its direction. 7. What are the main lessons from this case study? Several key lessons emerge that should be of interest to both domestic and international marketers. 7. 1. Crossing international borders is risky and clearly Starbucks did not do their homework, or ignored their homework Well conceived market research involving both primary and secondary data, including qualitative and quantitative approaches, would have uncovered the extent of the ‘coffee culture’ that existed in 2000 when Starbucks entered the Australian market. It seems inconceivable that Starbucks management, or at least its Australian representatives, were not suf? iently apprised of the extent to which many consumers were already well acculturated in terms of buying and consuming European styles of coffees such as short black, lattes and cappuccinos, nor the extent to which many customers were in fact loyal to their suburban cafe or competitive brands such as Gloria Jean’s. As a late market entrant, Starbucks clearly failed to do thorough homework on the mar ket before entry – this is a failure in terms of due diligence. Alternatively, they chose to ignore the messages that were coming from any due diligence that they had undertaken. This may or may not have been due to some arrogance on the part of Starbucks, or due to the fact that they considered they had a strong global brand which would meet with universal acceptance. An example of where Starbucks did do its homework, and act on it, was in France when it entered that market in 2006, establishing a cafe in the middle of Paris. Research had clearly shown the American way of consuming and socialising over a coffee was an anathema to many French, so Starbucks held back from entering the French market and when they ? ally entered it was with great trepidation, expanding at a very slow pace and testing the market at every step. 7. 2. ‘‘Think global but act local† This familiar maxim in international marketing should be well understood. While Starbucks had brand awareness as a major global brand, it failed to adapt the product and the customer experience to many mature coffee drinkers in Australia. As noted earlier, all the evidence suggests that it simply tried to transplant the American experience into the Australian market without any adaptation. In particular, it failed to adapt either its core product or its supplementary services to create the intimacy, personalisation and familiarity that is associated with established boutique cafes in Australia. 7. 3. Establish a differential advantage and then strive to sustain it A question of strategy that Starbucks perhaps failed to address was, ‘‘Is our product differentiation sustainable in the long term P. G. Patterson et al. / Australasian Marketing Journal 18 (2010) 41–47 47 and does it continue to justify a price premium? As noted earlier, it can be argued that the core product in this case, that is the coffee itself, is essentially a commodity, and that Starbucks’ coffee, according to many consumers, was no different to the competition, and in some cases inferior. Then Starbucks’ points of difference clearly revolved around its brand image and supplementary services. It was these supplementary services, such as its unique servicescape and exce llent customer service, that they used to justify a premium price. However, as competitors (e. g. , The Coffee Club) quickly imitated the ‘Starbucks experience’ (i. . , their supplementary services, ambiance, etc. ), by providing premium coffee and an intimate casual experience, Starbucks’ value proposition began to fade. In other words, their key points of difference could be easily imitated and were not sustainable. Faced with this scenario, the onus was on management to re-fresh and evolve any lingering differential advantage that Starbucks might have had or, at the very least, give customers reasons to continue patronising Starbucks through its communications. 7. 4. Don’t lose sight of what made you successful in the ? st place As more and more competitors emerged, both individual cafes and chains such as Gloria Jean’s and The Coffee Club, competitive pressures forced Starbucks to impose rigid sales targets on their frontline staff including bar istas to increase store productivity. However, the imposition of these KPTs and the pressure to serve more customers more quickly meant that Starbucks forgot the very thing that made it unique in the early days, namely, to provide a customer experience in an intimate casual setting that set it aside from competitors. As more pressure was placed on staff to have higher throughput, this meant that baristas and other employees had little time to engage with customers. In other words, Starbucks forgot about the very things that made it unique in the ? rst place. This is akin to the Wheel of Retailing hypothesis (Hollander, 1960) where a no-frills retailer gradually moves upmarket in terms of variety of product, price and more services and within several years ? nds itself competing with the more established premium supermarkets that were the very competitors that they tried to distance themselves from in the ? st place. The only difference with Starbucks is that it reversed the direction of the Wheel – by gradually moving downmarket it brought itself into direct competition with cheaper operators and lost sight of what made it successful in the ? rst place. 7. 5. Consider the viability of the business model It has to be questioned whether the Starbucks’ business model is viable in the l ong term, or even the medium term. A business model that uses a premium price to justify the excessive ? or space and elaborate servicescape, and allows customers to sit in this environment for an hour sipping one latte, has to be questioned. Given that Starbucks do not have the array of products that, say, a McDonald’s might have and, as documented earlier in this case, therefore do not generate the same sales volumes and revenues, it is hard to see how the Starbucks’ model is ? nancially viable. 8. Conclusion In summary, it appears on all the evidence that Starbucks not only misjudged the Australian coffee culture but also misjudged the extent of the competition, and failed to adapt its offering to the local market. Furthermore, with the advent of high quality barista training, the availability of premium coffee beans and the technology to produce a high quality cup of coffee (at a modest cost), sole operators who knew their customers by name, were able to set up business as viable competitors. Starbucks may have been responsible for growing the premium coffee category, but the emergence of Gloria Jean’s and the Coffee Club (and McCafe, a premium coffee shop embedded in McDonald’s restaurants) turned out to be serious competitors. Finally, questions have to be raised about Starbucks fundamental business model in a market where many small niche players can easily replicate the ‘Starbucks Experience’. References AustralAsian Specialty Coffee Association, 2006. 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