Examining The Sound Navigation Technique Of Sonar Engineering Essay

Examining The Sound Navigation Technique Of Sonar Engineering Essay Sonar means sound navigation and ranging is a technique that uses sound propagation (usually underwater, as in Submarine navigation) to navigate, communicate with or detect other vessels. Two types of technology share the name sonar: passive sonar is essentially listening for the sound made by vessels; active sonar is emitting pulses of sounds and listening for echoes. Sonar may be used as a means of acoustic location and of measurement of the echo characteristics of targets in the water. Acoustic location in air was used before the introduction of radar. Sonar may also be used in air for robot navigation, and SODAR upward looking in-air sonar) is used for atmospheric investigations. The term sonar is also used for the equipment used to generate and receive the sound. The acoustic frequencies used in sonar systems vary from very low (infrasonic) to extremely high (ultrasonic). The study of underwater sound is known as underwater acoustics or hydro acoustics History Although some animals (dolphins and bats) have used sound for communication and object detection for millions of years, use by humans in the water is initially recorded by Leonardo Da Vinci in 1490: a tube inserted into the water was said to be used to detect vessels by placing an ear to the tube.[citation needed] In the 19th century an underwater bell was used as an ancillary to lighthouses to provide warning of hazards. The use of sound to echo locate underwater in the same way as bats use sound for aerial navigation seems to have been prompted by the Titanic disaster of 1912. The worlds first patent for an underwater echo ranging device was filed at the British Patent Office by English meteorologist Lewis Richardson a month after the sinking of the Titanic, and a German physicist Alexander Behm obtained a patent for an echo sounder in 1913. Canadian Reginald Fessenden, while working for the Submarine Signal Company in Boston, built an experimental system beginning in 1912, a system later tested in Boston Harbor, and finally in 1914 from the U.S. Revenue (now Coast Guard) Cutter Miami on the Grand Banks off Newfoundland Canada. In that test, Fessenden demonstrated depth sounding, underwater communications (Morse Code) and echo ranging (detecting an iceberg at two miles (3 km) range). The so-called Fessenden oscillator, at ca. 500 Hz frequency, was unable to determine the bearing of the berg due to t he 3 meter wavelength and the small dimension of the transducers radiating face (less than 1 meter in diameter). The ten Montreal-built British H class submarines launched in 1915 were equipped with a Fessenden oscillator. During World War I the need to detect submarines prompted more research into the use of sound. The British made early use of underwater hydrophones, while the French physicist Paul Langevin, working with a Russian immigrant electrical engineer, Constantin Chilowski, worked on the development of active sound devices for detecting submarines in 1915 using quartz. Although piezoelectric and magnetostrictive transducers later superseded the electrostatic transducers they used, this work influenced future designs. Performance factors The detection, classification and localization performance of a sonar depends on the environment and the receiving equipment, as well as the transmitting equipment in an active sonar or the target radiated noise in a passive sonar. Sound propagation Sonar operation is affected by variations in sound speed, particularly in the vertical plane. Sound travels more slowly in fresh water than in sea water, though the difference is small. The speed is determined by the waters bulk modulus and mass density. The bulk modulus is affected by temperature, dissolved impurities (usually salinity), and pressure. The density effect is small. The speed of sound (in feet per second) is approximately: 4388 + (11.25 ÃÆ'- temperature (in  °F)) + (0.0182 ÃÆ'- depth (in feet)) + salinity (in parts-per-thousand ). This empirically derived approximation equation is reasonably accurate for normal temperatures, concentrations of salinity and the range of most ocean depths. Ocean temperature varies with depth, but at between 30 and 100 meters there is often a marked change, called the thermo cline, dividing the warmer surface water from the cold, still waters that make up the rest of the ocean. This can frustrate sonar, because a sound originating on one side of the thermo cline tends to be bent, or refracted, through the thermo cline. The thermo cline may be present in shallower coastal waters. However, wave action will often mix the water column and eliminate the thermo cline. Water pressure also affects sound propagation: higher pressure increases the sound speed, which causes the sound waves to refract away from the area of higher sound speed. The mathematical model of refraction is called Snells law. If the sound source is deep and the conditions are right, propagation may occur in the deep sound channel. This provides extremely low propagation loss to a receiver in the channel. This is because of sound trapping in the channel with no losses at the boundaries. Similar propagation can occur in the surface duct under suitable conditions. However in this case there are reflection losses at the surface. In shallow water propagation is generally by repeated reflection at the surface and bottom, where considerable losses can occur. Sound propagation is affected by absorption in the water itself as well as at the surface and bottom. This absorption depends upon frequency, with several different mechanisms in sea water. Long-range sonar uses low frequencies to minimize absorption effects. The sea contains many sources of noise that interfere with the desired target echo or signature. The main noise sources are waves and shipping. The motion of the receiver through the water can also cause speed-dependent low frequency noise. Scattering When active sonar is used, scattering occurs from small objects in the sea as well as from the bottom and surface. This can be a major source of interference. This acoustic scattering is analogous to the scattering of the light from a cars headlights in fog: a high-intensity pencil beam will penetrate the fog to some extent, but broader-beam headlights emit much light in unwanted directions, much of which is scattered back to the observer, overwhelming that reflected from the target (white-out). For analogous reasons active sonar needs to transmit in a narrow beam to minimize scattering. Target characteristics The sound reflection characteristics of the target of an active sonar, such as a submarine, are known as its target strength. A complication is that echoes are also obtained from other objects in the sea such as whales, wakes, schools of fish and rocks. Passive sonar detects the targets radiated noise characteristics. The radiated spectrum comprises a continuous spectrum of noise with peaks at certain frequencies which can be used for classification. Countermeasures 1) Active countermeasures may be launched by a submarine under attack to raise the noise level, provide a large false target, and obscure the signature of the submarine itself. 2) Passive countermeasures include: There is a mounting noise-generating device on isolating devices. We use a sound-absorbent coating on the hulls of submarines, for example anechoic tiles. Active sonarà   Active sonar uses a sound transmitter and a receiver. When the two are in the same place it is monostatic operation. When the transmitter and receiver are separated it is bistatic operation. When more transmitters (or more receivers) are used, again spatially separated, it is multistate operation. Most sonars are used monostatically with the same array often being used for transmission and reception. Active son buoy fields may be operated multistatically. Active sonar creates a pulse of sound, often called a ping, and then listens for reflections (echo) of the pulse. This pulse of sound is generally created electronically using a sonar Projector consisting of a signal generator, power amplifier and electro-acoustic transducer/array. A beam former is usually employed to concentrate the acoustic power into a beam, which may be swept to cover the required search angles. Generally, the electro-acoustic transducers are of the Tonpilz type and their design may be optimized to achieve maximum efficiency over the widest bandwidth, in order to optimize performance of the overall system. Occasionally, the acoustic pulse may be created by other means, e.g. (1) Chemically using explosives (2) Air guns (3) Plasma sound sources. To measure the distance to an object, the time from transmission of a pulse to reception is measured and converted into a range by knowing the speed of sound. To measure the bearing, several hydrophones are used, and the set measures the relative arrival time to each, or with an array of hydrophones, by measuring the relative amplitude in beams formed through a process called beam forming. Use of an array reduces the spatial response so that to provide wide cover multibeam systems are used. The targets signal (if present) together with noise is then passed through various forms of signal processing, which for simple sonars may be just energy measurement. It is then presented to some form of decision device that calls the output either the required signal or noise. This decision device may be an operator with headphones or a display, or in more sophisticated sonar this function may be carried out by software. Further processes may be carried out to classify the target and localize it, as well as measuring its velocity. The pulse may be at constant frequency or a chirp of changing frequency (to allow pulse compression on reception). Simple sonars generally use the former with a filter wide enough to cover possible Doppler changes due to target movement, while more complex ones generally include the latter technique. Since digital processing became available pulse compression has usually been implemented using digital correlation techniques. Military sonars often have multiple beams to provide all-round cover while simple ones only cover a narrow arc, although the beam may be rotated, relatively slowly, by mechanical scanning. Particularly when single frequency transmissions are used, the Doppler effect can be used to measure the radial speed of a target. The difference in frequency between the transmitted and received signal is measured and converted into a velocity. Since Doppler shifts can be introduced by either receiver or target motion, allowance has to be made for the radial speed of the searching platform. One of the useful small sonar is similar in appearance to a waterproof flashlight. The head is pointed into the water, a button is pressed, and the device displays the distance to the target. Another variant is a fish finder that shows a small display with shoals of fish. Some civilian sonars approach active military sonars in capability, with quite exotic three-dimensional displays of the area near the boat. When active sonar is used to measure the distance from the transducer to the bottom, it is known as echo sounding. Similar methods may be used looking upward for wave measurement. Active sonar is also used to measure distance through water between two sonar transducers or a combination of a hydrophone (underwater acoustic microphone) and projector (underwater acoustic speaker). A transducer is a device that can transmit and receive acoustic signals (pings). When a hydrophone/transducer receives a specific interrogation signal it responds by transmitting a specific reply signal. To measure distance, one transducer/projector transmits an interrogation signal and measures the time between this transmission and the receipt of the other transducer/hydrophone reply. The time difference, scaled by the speed of sound through water and divided by two, is the distance between the two platforms. This technique, when used with multiple transducers/hydrophones/projectors, can calculate the relative positions of static and moving objects in water. In combat situations, an active pulse can be detected by an opponent and will reveal a submarines position. A very directional, but low-efficiency, type of sonar makes use of a complex nonlinear feature of water known as non-linear sonar, the virtual transducer being known as a parametric array. Project ARTEMIS Project ARTEMIS was one-of-a-kind low-frequency sonar for surveillance that was deployed off Bermuda for several years in the early 1960s. The active portion was deployed from a World War II tanker, and the receiving array was a built into a fixed position on an offshore bank. Transponder This is an active sonar device that receives a stimulus and immediately retransmits the received signal or a predetermined one. Passive sonar Passive sonar listens without transmitting. It is often employed in military settings, although it is also used in science applications, e.g., detecting fish for presence/absence studies in various aquatic environments see also passive acoustics and passive radar. In the very broadest usage, this term can encompass virtually any analytical technique involving remotely generated sound, though it is usually restricted to techniques applied in an aquatic environment. Identifying sound sources Passive sonar has a wide variety of techniques for identifying the source of a detected sound. For example, U.S. vessels usually operate 60 Hz alternating current power systems. If transformers or generators are mounted without proper vibration insulation from the hull or become flooded, the 60 Hz sound from the windings can be emitted from the submarine or ship. This can help to identify its nationality, as most European submarines have 50 Hz power systems. Intermittent sound sources (such as a wrench being dropped) may also be detectable to passive sonar. Until fairly recently, an experienced trained operator identified signals, but now computers may do this. Passive sonar systems may have large sonic databases, but the sonar operator usually finally classifies the signals manually. A computer system frequently uses these databases to identify classes of ships, actions (i.e. the speed of a ship, or the type of weapon released), and even particular ships. Publications for classification of sounds are provided by and continually updated by the US Office of Naval Intelligence. Noise limitations Passive sonar on vehicles is usually severely limited because of noise generated by the vehicle. For this reason, many submarines operate nuclear reactors that can be cooled without pumps, using silent convection, or fuel cells or batteries, which can also run silently. Vehicles propellers are also designed and precisely machined to emit minimal noise. High-speed propellers often create tiny bubbles in the water, and these cavitations have a distinct sound. The sonar hydrophones may be towed behind the ship or submarine in order to reduce the effect of noise generated by the watercraft itself. Towed units also combat the thermo cline, as the unit may be towed above or below the thermo cline. The display of most passive sonars used to be a two-dimensional waterfall display. The horizontal direction of the display is bearing. The vertical is frequency, or sometimes time. Another display technique is to color-code frequency-time information for bearing. More recent displays are generated by the computers, and mimic radar-type plan position indicator displays. Performance prediction Unlike active sonar, only one way propagation is involved. Because of the different signal processing used, the minimum detectable signal to noise ratio will be different. The equation for determining the performance of passive sonar is: SL à ¢Ã‹â€ Ã¢â‚¬â„¢ TL = NL à ¢Ã‹â€ Ã¢â‚¬â„¢ DI + DT where SL is the source level, TL is the transmission loss, NL is the noise level, DI is the directivity index of the array (an approximation to the array gain) and DT is the detection threshold. The figure of merit of passive sonar is: FOM = SL + DI à ¢Ã‹â€ Ã¢â‚¬â„¢ (NL + DT). Warfare Modern naval warfare makes extensive use of both passive and active sonar from water-borne vessels, aircraft and fixed installations. The relative usefulness of active versus passive sonar depends on the radiated noise characteristics of the target, generally a submarine. Although in WW II active sonar was used by surface craft-submarines avoided emitting pings which revealed their presence and position-with the advent of modern signal-processing passive sonar became preferred for initial detection. Submarines were then designed for quieter operation, and active sonar is now more used. In 1987 a division of Japanese company Toshiba reportedly sold machinery to the Soviet Union that allowed it to mill submarine propeller blades so that they became radically quieter, creating a huge security issue with their newer generation of submarines. Active sonar gives the exact bearing to a target, and sometimes the range. Active sonar works the same way as radar: a signal is emitted. The sound wave then travels in many directions from the emitting object. When it hits an object, the sound wave is then reflected in many other directions. Some of the energy will travel back to the emitting source. The echo will enable the sonar system or technician to calculate, with many factors such as the frequency, the energy of the received signal, the depth, the water temperature, the position of the reflecting object, etc. Active sonar is used when the platform commander determines that it is more important to determine the position of a possible threat submarine than it is to conceal his own position. With surface ships it might be assumed that the threat is already tracking the ship with satellite data. Any vessel around the emitting sonar will detect the emission. Having heard the signal, it is easy to identify the sonar equipment used and its position. Active sonar is similar to radar in that, while it allows detection of targets at a certain range, it also enables the emitter to be detected at a far greater range, which is undesirable. Since active sonar reveals the presence and position of the operator, and does not allow exact classification of targets, it is used by fast (planes, helicopters) and by noisy platforms but rarely by submarines. When active sonar is used by surface ships or submarines, it is typically activated very briefly at intermittent periods to minimize the risk of detection. Consequently active sonar is normally considered a backup to passive sonar. In aircraft, active sonar is used in the form of disposable son buoys that are dropped in the aircrafts patrol area or in the vicinity of possible enemy sonar contacts. Passive sonar has several advantages. Most importantly, it is silent. If the target radiated noise level is high enough, it can have a greater range than active sonar, and allows the target to be identified. Since any motorized object makes some noise, it may in principle be detected, depending on the level of noise emitted and the ambient noise level in the area, as well as the technology used. To simplify, passive sonar sees around the ship using it. On a submarine, nose-mounted passive sonar detects in directions of about 270 °, centered on the ships alignment, the hull-mounted array of about 160 ° on each side, and the towed array of a full 360 °. The invisible areas are due to the ships own interference. Once a signal is detected in a certain direction (which means that something makes sound in that direction, this is called broadband detection) it is possible to zoom in and analyze the signal received (narrowband analysis). This is generally done using a Fourier transform to show the different frequencies making up the sound. Since every engine makes a specific sound, it is straightforward to identify the object. Databases of unique engine sounds are part of what is known as acoustic intelligence or ACINT. Another use of passive sonar is to determine the targets trajectory. This process is called Target Motion Analysis (TMA), and the resultant solution is the targets range, course, and speed. TMA is done by marking from which direction the sound comes at different times, and comparing the motion with that of the operators own ship. Changes in relative motion are analyzed using standard geometrical techniques along with some assumptions about limiting cases. Passive sonar is stealthy and very useful. However, it requires high-tech electronic components and is costly. It is generally deployed on expensive ships in the form of arrays to enhance detection. Surface ships use it to good effect; it is even better used by submarines, and it is also used by airplanes and helicopters, mostly to a surprise effect, since submarines can hide under thermal layers. If a submarines commander believes he is alone, he may bring his boat closer to the surface and be easier to detect, or go deeper and faster, and thus make sounder. Examples of sonar applications in military use are given below. Many of the civil uses given in the following section may also be applicable to naval use. Anti-submarine warfare Variable Depth Sonar and its winch until recently, ship sonars were usually with hull mounted arrays, either amidships or at the bow. It was soon found after their initial use that a means of reducing flow noise was required. The first were made of canvas on a framework, and then steel ones were used. Now domes are usually made of reinforced plastic or pressurized rubber. Such sonars are primarily active in operation. An example of conventional hull mounted sonar is the SQS-56. Because of the problems of ship noise, towed sonars are also used. These also have the advantage of being able to be placed deeper in the water. However, there are limitations on their use in shallow water. These are called towed arrays (linear) or variable depth sonars (VDS) with 2/3D arrays. A problem is that the winches required to deploy/recover these are large and expensive. VDS sets are primarily active in operation while towed arrays are passive. An example of a modern active/passive ship towed sonar is Sonar 2087 made by Thales Underwater Systems. Torpedoes Modern torpedoes are generally fitted with active/passive sonar. This may be used to home directly on the target, but wake following torpedoes are also used. An early example of an acoustic homer was the Mark 37 torpedo. Torpedo countermeasures can be towed or free. An early example was the German Sieglinde device while the Pillenwerfer was a chemical device. A widely used US device was the towed Nixie while MOSS submarine simulator was a free device. A modern alternative to the Nixie system is the UK Royal Navy S2170 Surface Ship Torpedo Defense system. Mines Mines may be fitted with a sonar to detect, localize and recognize the required target. Further information is given in acoustic mine and an example is the CAPTOR mine. Mine countermeasures Mine Countermeasure (MCM) Sonar, sometimes called Mine and Obstacle Avoidance Sonar (MOAS), is a specialized type of sonar used for detecting small objects. Most MCM sonars are hull mounted but a few types are VDS design. An example of a hull mounted MCM sonar is the Type 2193 while the SQQ-32 Mine-hunting sonar and Type 2093 systems are VDS designs. See also Minesweeper (ship) Submarine navigation Submarines rely on sonar to a greater extent than surface ships as they cannot use radar at depth. The sonar arrays may be hull mounted or towed. Information fitted on typical fits is given in Yoshiro class submarine and Swift sure class submarine. Aircraft Helicopters can be used for antisubmarine warfare by deploying fields of active/passive son buoys or can operate dipping sonar, such as the AQS-13. Fixed wing aircraft can also deploy son buoys and have greater endurance and capacity to deploy them. Processing from the son buoys or dipping sonar can be on the aircraft or on ship. Helicopters have also been used for mine countermeasure missions using towed sonars such as the AQS-20A Ocean surveillance For many years, the United States operated a large set of passive sonar arrays at various points in the worlds oceans, collectively called Sound Surveillance System (SOSUS) and later Integrated Undersea Surveillance System (IUSS). A similar system is believed to have been operated by the Soviet Union. As permanently mounted arrays in the deep ocean were utilized, they were in very quiet conditions so long ranges could be achieved. Signal processing was carried out using powerful computers ashore. With the ending of the Cold War a SOSUS array has been turned over to scientific use. Underwater security Sonar can be used to detect frogmen and other scuba divers. This can be applicable around ships or at entrances to ports. Active sonar can also be used as a deterrent and/or disablement mechanism. One such device is the Cerberus system. Hand-held sonar Limpet Mine Imaging Sonar (LIMIS) is hand-held or ROV-mounted imaging sonar designed for patrol divers (combat frogmen or clearance divers) to look for limpet mines in low visibility water. The LUIS is imaging sonar for use by a diver. Integrated Navigation Sonar System (INSS) is small flashlight-shaped handheld sonar for divers that display range. Intercept sonar This is sonar designed to detect and locate the transmissions from hostile active sonars. An example of this is the Type 2082 fitted on the British Vanguard class submarines. Uses in daily life Fisheries Fishing is an important industry that is seeing growing demand, but world catch tonnage is falling as a result of serious resource problems. The industry faces a future of continuing worldwide consolidation until a point of sustainability can be reached. However, the consolidation of the fishing fleets are driving increased demands for sophisticated fish finding electronics such as sensors, sounders and sonars. Historically, fishermen have used many different techniques to find and harvest fish. However, acoustic technology has been one of the most important driving forces behind the development of the modern commercial fisheries. Sound waves travel differently through fish than through water because a fishs air-filled swim bladder has a different density than seawater. This density difference allows the detection of schools of fish by using reflected sound. Acoustic technology is especially well suited for underwater applications since sound travels farther and faster underwater than in air. Today, commercial fishing vessels rely almost completely on acoustic sonar and sounders to detect fish. Fishermen also use active sonar and echo sounder technology to determine water depth, bottom contour, and bottom composition. Cabin display of fish finder sonar Companies such as Ray marine UK makes a variety of sonar and acoustic instruments for the deep sea commercial fishing industry. For example, net sensors take various underwater measurements and transmit the information back to a receiver onboard a vessel. Each sensor is equipped with one or more acoustic transducers depending on its specific function. Data is transmitted from the sensors using wireless acoustic telemetry and is received by a hull mounted hydrophone. The analog signals are decoded and converted by a digital acoustic receiver into data which is transmitted to a bridge computer for graphical display on a high resolution monitor. Echo sounding An echo-sounder sends an acoustic pulse directly downwards to the seabed and records the returned echo. The sound pulse is generated by a transducer that emits an acoustic pulse and then listens for the return signal. The time for the signal to return is recorded and converted to a depth measurement by calculating the speed of sound in water. As the speed of sound in water is around 1,500 meters per second, the time interval, measured in milliseconds, between the pulse being transmitted and the echo being received, allows bottom depth and targets to be measured. The value of underwater acoustics to the fishing industry has led to the development of other acoustic instruments that operate in a similar fashion to echo-sounders but, because their function is slightly different from the initial model of the echo-sounder, have been given different terms. Net location The net sounder is an echo sounder with a transducer mounted on the headline of the net rather than on the bottom of the vessel. Nevertheless, to accommodate the distance from the transducer to the display unit, which is much greater than in a normal echo-sounder, several refinements have to be made. Two main types are available. The first is the cable type in which the signals are sent along a cable. In this case there has to be the provision of a cable drum on which to haul, shoot and stow the cable during the different phases of the operation. The second type is the cable less net-sounder such as Marports Trawl Explorer in which the signals are sent acoustically between the net and hull mounted receiver/hydrophone on the vessel. In this case no cable drum is required but sophisticated electronics are needed at the transducer and receiver. The display on a net sounder shows the distance of the net from the bottom (or the surface), rather than the depth of water as with the echo-sounders hull-mounted transducer. Fixed to the headline of the net, the footrope can usually be seen which gives an indication of the net performance. Any fish passing into the net can also be seen, allowing fine adjustments to be made to catch the most fish possible. In other fisheries, where the amount of fish in the net is important, catch sensor transducers are mounted at various positions on the cod-end of the net. As the cod-end fills up these catch sensor transducers are triggered one by one and this information is transmitted acoustically to display monitors on the bridge of the vessel. The skipper can then decide when to haul the net. Modern versions of the net sounder, using multiple element transducers, function more like sonar than an echo sounder and show slices of the area in front of the net and not merely the vertical view that the initial net sounders used. The sonar is an echo-sounder with a directional capability that can show fish or other objects around the vessel good Ship velocity measurement Sonars have been developed for measuring a ships velocity either relative to the water or to the bottom. Scientific applicationsà   Biomass estimation Detection of fish, and other marine and aquatic life, and estimation their individual sizes or total biomass using active sonar techniques. As the sound pulse travels through water it encounters objects that are of different density or acoustic characteristics than the surrounding medium, such as fish, that reflect sound back toward the sound source. These echoes provide information on fish size, location, abundance and behavior. Data is usually processed and analyzed using a variety of software such as Echo view. Wave measurement An upward looking echo sounder mounted on the bottom or on a platform may be used to make measurements of wave height and period. From this statistics of the surface conditions at a location can be derived. Water velocity measurem

Ikea Case Analysis

Case Study Analysis – IKEA IKEA possesses numerous strengths that will help the company gain high value proposition around the globe in general and in the United States in particular. IKEA has been well known for its distinctive self-service store, unassembled furniture with flat packages, and featured amenities as playrooms for children and Swedish cafes. Its success in the United States has visibly shown through the double revenues from 1997 to 2001 ($600 million to $1. 7 billion) (IKEA Invades America case study). By 2002, the United States was IKEA’s third-largest market, after Germany and United Kingdom, (exhibit 3 – IKEA Invades America case study) with 14 stores established, second largest number of stores worldwide (exhibit 4 – IKEA Invades America case study). IKEA displays itself as a unique IKEA â€Å"culture†, in which the minute the customers set their feet in the store, they emerge in the whole new world of furniture shopping with the latest, trendiest interior designs.Everybody could be a interior designer of their own homes for the time they are there, being able to choose from a wide selection of items available for each decorative setting, mix & match themes and color, etc. The store layout is designed in a predetermined path that leads shoppers toward different layouts of the model rooms. IKEA uses price tags with detailed information concerning the product, how to pick them up later at the storage (aisle #, bin #), and color-coordinated cards for design tips throughout the store for customers’ convenience.If customers need to carry on the shopping without their children, they could drop their kids at the childcare facility on the way into the store featuring large climbing structures. If they are hungry, they could stop by the IKEA restaurant with delicious items like smoke salmon or Swedish meatballs. In short, IKEA designs their store to meet every customer’s personal needs. IKEA’s Vi sion Statement about building a â€Å"partnership† with its customers reaches many different needs and dreams within satiable budgets.On a two-way partnership, IKEA gains its uniqueness by having designers create furniture that satisfies the aesthetic, cost, and quality criteria on one hand, and searching globally for suppliers with the most suitable raw materials to maintain the lowest price possible for their customers on the other hand. IKEA’s customers, therefore, are given more choices in their selection of furniture that best suits their interest and vision of how they want to furnish their homes/offices.The innovative flat packaging is one of the key determinant factors of how IKEA attains their low- cost goals for customers, for storage space and cost of inventory are significantly reduced. IKEA also creates a unique experience for their customers in such that instead of having a piece of furniture readily available for use, customers can now gain a more person al touch by putting in some labor to build up their piece of furniture into a complete product.IKEA’s slogan â€Å"Low price with meaning† in the Vision Statement emphasizes the company’s commitment to offer cleverly designed products in low cost and decent quality in order to help â€Å"people improve their homes and create better everyday lives†. Although flat packaging and the experience of self-built furniture are perceived as the distinctive components of IKEA, it will be helpful to expand the services to a wider range of customers who love the products yet refuse to go through the hassle of setting them up.One suggestion is to have an active delivery and assembling team that can deliver the finished product to customers who are willing to pay the extra costs. At IKEA, a product-strategy council consisted of senior managers go through the process of establishing priorities based on consumer trends and creating the matrix to set the product’s t arget retail prices. The matrix includes three basic price ranges and four basic styles, according to Figure B in the case study.Although the matrix is very successful at helping the product managers identify market opportunities and gaps in the company’s product lineup, the matrix is limited in terms of few product styles and price ranges. Hence, the choices in the store would only appeal to a limited group of customers who share the same tastes for interior designs as IKEA’s designers. Yet, I do not think the company should change its product lineup because by doing so, the company would increase its inventory and engineering cost tremendously that would consequently lead to higher products’ prices.The President of the IKEA Group recognizes that the â€Å"Scandinavian design and style is a niche and it is not to everyone’s taste†. Therefore, although the company may seek to appeal to a broader market, it does not want to be just another supplier of traditional furniture. I support this point of view and do believe that IKEA should continue to keep applying its matrix approach in its product lineup. One of the other challenges IKEA is facing in the American market is the guarantee of supplying lifetime quality products.The American consumers who specifically emphasize their demand on the longevity of the furniture would lean toward the specialty retailers that guarantee the lifetime of their purchases instead of IKEA’s â€Å"commitment-free approach to furniture†. As a result, in order to gain more market share within the American population, the company ought to modify the matrix. IKEA can do so by modifying its pricing bracket to include more high quality products, which allow a specific targeted group of customers more freedom in the process of choosing the most satisfying piece of furniture that meets all of their needs.With the high volume of purchasing products from Europe and Asia, specifically China and Poland (exhibit 5 and 6 – IKEA Invades America case study), the company can certainly increase the quality of their high-end products without much increases in the already low global purchasing prices. Giving the high marketability of furniture retailing ($67 billion in sales in 2002 – Case study IKEA Invades America) and the wide spread in low-end and high-end retailers in the United States, IKEA has very good market opportunities in increasing its growth rate.IKEA provides customers a one-of-a-kind furniture shopping experience that neither the low-end or high-end retailers can provide. Plus, IKEA supplies customers with more attractive products compared to low-end retailers and more options for price-sensitive customers compared to high-end retailers. In addition, with the current economic situation, people will steer away from expensive specialty stores and turn to the economical market.With the company’s low cost product strategy, based largely on the glob al suppliers and internal competitive engineering designs, IKEA could certainly target its marketing toward price-sensitive consumers in the recession to make the company more attractive. One suggestion would be have more IKEA location in college town and statistically ranked pool cities in the nation because low-income population would definitely find IKEA products more appealing than other unattractive low-end retailers. SWOT AnalysisStrengthsOnly organization of their kindScandinavian heritageLow cost with clever designStore layout and catalogues Shopping cultureConvenient for transportationClear instruction and easy-to-assemble| WeaknessesShort lifespanLimited product stylesLimited location for a no-delivery service| OpportunitiesMarketability of furniture retailingPrice-sensitive consumers in recessionWide dichotomy of current retailers| ThreatsDependant on global suppliersEmergence of low end retailersHigh quality specialty retailers| IKEA Case Analysis IKEA has a distinct market segment in the home furnishing arena. It has created a niche market with innovative designs, quality, and low price structure. IKEA has employed the cost leadership and product differentiation strategies through low price structure and innovative designs, respectively. Additionally, the uniqueness of the disposable furniture concept allowed IKEA to capitalize on the first mover advantage (Harrison & Enz, 2005). Behavioral Customer Segmentation for IKEA The behavioral consumer segmentation data provided by Bartlett and Nanda (1996) indicates the demographic profile of IKEA customers and buyer behavior.IKEA’s strategy post World War II, was to target young couples and new families in the low to middle income range by providing inexpensive furniture with durable construction and contemporary lines. The demographic profile presented by Bartlett and Nanda (1996) suggests that the archetypal IKEA buyer is young; middle-class; married; either has no childre n or one child; and lives in a rental. This new target market’s primary determinants to purchase were based predominantly on price (44%); followed by large assortment (16%); and design (14%). Quality; design; and price were the three most important criteria for store choice.Similarly, price; distance; and design were the significant factors leading to consumer attitude toward IKEA. This target market based their decision purchases on information gathered from the IKEA catalog; visits to other stores; and prior visits to IKEA. Contrary to the traditional IKEA consumers’ determinants to purchase and buyer behavior, sustainability is now playing a larger role in consumer spending habits (Datamonitor, 2010). In a recent Customer Satisfaction Index (CSI) analysis IKEA was ranked ninth overall for customer satisfaction, which is largely due to IKEA’s commitment to sustainable initiatives.Of IKEA’s products, 71% are recyclable, made from recycled products, or bo th. IKEA also recycles 84% of the waste the stores generate (Datamonitor, 2010). Comparison of Traditional and U. S. Customers Before entering the U. S. market in 1985, IKEA did not conduct thorough market research on U. S. consumers or U. S. buyer behavior. IKEA assumed that U. S. customers would embrace its way of doing business and the products offered. That was not the case, as IKEA’s furniture; metric measurements; and kitchenwares did not meet U. S. customer’s expectations.The furniture was uncomfortable, as it was designed for the European preference of being hard and rigid. The unit of measure was in centimeters, whereas the U. S. has never adopted the metric system. The U. S. serving sizes are generally larger than the European portions, making the kitchenwares too small for U. S. servings. Likewise, the cabinetry was too small for U. S. appliances. The traditional IKEA customer subscribed to the value proposition that furniture was a soft good versus a hard g ood. This value proposition was in contradiction with the mindset of the U. S. onsumer, making it necessary for IKEA to rethink its marketing strategy. IKEA launched an advertising campaign targeting U. S. customers at the same time it entered the U. S. market. Its tagline for U. S. consumers was, â€Å"†¦to take a more commitment-free approach to furniture† (Moon, 1996, p. 8). IKEA’s intention was to convey to the U. S. population that it was not necessary to hang on to furniture for decades. The simplicity and low price point IKEA offers affords consumers the opportunity to replace furniture and opt for a new look at a significantly lower price point than at conventional furniture, appliance, or kitchenware stores.IKEA was essentially making fun of U. S. consumers and the desire to keep furniture for decades. Traditional consumers understood that the value proposition offered by IKEA meant no in-store sales assistance; limited variety; unassembled furniture; and no delivery. This did not meet any of the expectations of the U. S. consumer. Hence, the revenues at IKEA in the U. S. were flat, taking almost ten years before increasing. IKEA has since focused on organic slow growth and low risk in the U. S. as it was a new market (Module 2, Lecture 1, n. d. ). This allowed IKEA time to do more market research on U. S. ustomers and expand manufacturing facilities. IKEA has done a great job in leading customers to pull its products into U. S. homes (Module 2, Lecture 2, n. d. ). IKEA has learned to meet U. S. customer needs by studying consumer preferences and behaviors based on interactions (Module 2, Lecture 1, n. d. ). This information provided demographic and consumer behavior data by store location and region of the United States, allowing IKEA to meet or exceed the loyal customer expectations. Given that, IKEA has built a U. S. cult following and state of mind that is centered on low prices, zany promotions, and contemporary designs (Capell , 2005).U. S. Strategic Growth Opportunities for IKEA IKEA was making a huge push into four major geographic markets in the late 1980’s. They were Eastern Europe, Italy, the United Kingdom, and the United States. Any one of these large geographic locations would need exponential resources and one would have to wonder if IKEA was opening itself up to incredible risk. This hard line expansion poses a major strategic challenge. The major strategic concern was the changing target market segment. IKEA rode the post war baby boom wave to become successful.The target market segment of low-income married couples had shrunk and the original IKEA customers, the baby boomers, have become older and more comfortable. IKEA is continuously striving to differentiate its price, products, and services to keep them in line with a first mover competitive advantage and ahead of the market trends to the point that they may be setting the standards for furniture and related product expectations (Ha rrison & Enz, 2005). However, the United States’ target market segment proved to be more difficult; as the U. S. consumers were used to having furniture delivered, and preassembled.Additionally, the U. S. consumers and IKEA’s other target markets all preferred traditional rather than modern furniture, with the exception of consumers in Denmark and Holland who buy modern design furniture. At IKEA, the furniture product mix is comprised of 70% modern with the remainder being traditional (Lee, 2005). For IKEA to be successful in the U. S. market it would need to tweak its product lines and strategic plans in an effort to achieve growth. In order for IKEA to achieve strategic growth in the U. S. it will need to get the buy-in of senior management to change its product line-up.The lack of senior management buy-in has been proven in many studies to be a leading factor in not attaining growth (McGrath & MacMillan, 2009). IKEA will need to hire a consultant to perform a SWOT a nalysis to determine the internal strengths and weaknesses as well as the external opportunities and threats. In addition, utilizing a TOWS matrix derived from the SWOT analysis would prove beneficial (David, 2009). The TOWS Matrix is designed to assist managers with matching the attributes of IKEA with the various opportunities and threats that exist in the environment.It also allows for the development of corporate strategies than can be implemented, thus maximizing marketplace positioning. The four types of strategies that can be formed based on the TOWS Matrix are: SO, which use the firms internal strengths to maximize opportunities; WO, which looks at improving weaknesses by taking advantage of external opportunities; ST, utilizes the company’s strengths to avoid threats; and WT, which are strategies designed to assist in the development of defense tactics to help reduce internal weaknesses and avoid external threats (David, 2009).The crucial information obtained from th e SWOT and TOWS Matrix will prove to be invaluable to IKEA if it wishes to grow in the United States as well as globally. The snap shot of information will help tell IKEA what it must become to U. S. and global consumers in order to grow strategically. Failure to capture and understand this information could keep IKEA from growing in a large geographic market.

Democracy V/s Dictatorship Essay

Outline: 1. Government is the indispensable necessity of any country. 2. What is democracy? 3. Democracy is considered the best form of government. 4. Democracy is distorted in the third world countries. 5. Democracy has a large many advantages. 6. Democracy is not devoid of disadvantages. 7. There are certain requisites for successful democracy. 8. What is dictatorship? 9. Dictatorship is always full of many demerits. 10. Islamic concept of democracy is different from modern concept of democracy. 11. Pakistan shows a gloomy and painful picture of deteriorated and decayed democracy. 12. Conclusion: ↠ Main is a social animal. He can’t live alone away from his fellow human beings. Therefore, he forms societies and countries. No country can run its affairs smoothly without a government. Surely, government is the indispensable requirement of any country. ↠ Democracy is a form of government. Its literal meaning is ‘power of the people’. According to Abraham Lincoln, â€Å"Democracy is the government of the people, by the people for the people†. It means that in a democratic country, people are the real masters. The government has complete trust and confidence of masses. ↠ Democracy is considered the best form of government. It has both merits and demerits, but its grandeur can’t be denied. Islam also appreciates a democratic government. It favours unanimous decisions. The Holy Prophet (Peace Be Upon Him) laid great stress on mutual consultation on all essential matters. Surely, democracy is a civilized form of government. It exists in advanced countries of the world like America, England, France, Canada etc. ↠ Democracy follows its own mechanism. In a democratic country, there are many political parties. They take part in the election. The party that wins by the majority vote forms the government. The rest of the parties sit in the opposition benches. In the assembly, important issues are discussed and debated by both the ruling party and the opposition party. ↠ Democracy is distorted in the third world countries. Politicians always try to befool and hoodwink the people. The gain power for their own interests. Under the cover of democracy, they hold a totalitarian rule. In these poor and backward countries, the definition of democracy is somewhat like this â€Å" Government off the people, buy the people, far the people† ↠ Real Democracy has many advantages. i. In a democratic country, people take part actively in the affairs of the government. They elect the members of the parliament. Their representatives in the parliament reflect their will. ii. People can keep an eye on the performance of the elected members. The prime minister and the cabinet are answerable to the parliament. People can change a ruler through unanimous vote. iii. All people enjoy respect, importance equality of rights and justice irrespective of their colour, caste, creed or social status. iv. People enjoy freedom of thought, action, expression and publication. They can both criticize and give suggestions to the government. v. The press and the electronic media can discuss and debate the policies and decisions of the government vi. Intelligentsia, different organizations and opposition parties may hold public gatherings. They can use the services of radio, televisions and newspapers to convey their views to the government and public. vii. All decisions are made after mutual consultation and discussion. viii. Democracy allows variety of opinion to flourish. ix. Democracy cares for the needs and wishes of public. It tries to satisfy them and raise their standard of living. It works for their welfare. Thus, it proves a stable form of government and reduces the chances of revolt. ↠ Democracy is not devoid of disadvantages and shortcomings. i. Democracy generates party system. Candidates have to side with their own party even if its decisions are wrong. They can’t openly oppose its wrong policies. ii. Democracy may prove tyranny of the majority. In democracy, all decisions are made by majority raise. Therefore, it is merely the counting of head, not the weighing of wisdom. It attaches importance to quantity, not to quality. iii. Democracy fails at the time of national emergencies. It is a slow form of government. All issues have to be debated in the assembly. It takes a long time to arrive at any decision. Thus many urgent problems remain unsolved. ↠ There are certain requisites for the successful functioning of democracy. Firstly people should be educated. They should be able to use their vote wisely. They should elect honest, sincere and efficient representatives. Secondly, people should be prosperous so that political parties may not buy them or force them to vote for them. Thirdly, there should be social justice in society. There should not be the hateful concept of high and low in society. ↠ Unlike democracy, dictatorship is a form of government in which one man or one party rules the country. It is simply the anti-thesis of democracy. The entire power rests with a single man. It is, therefore, a one man show. There is no opposition party in dictatorship. Usually high military officers or magnates in the county can take the control of the government by dint of force, ↠ Dictatorship is always full of many demerits. It just steamrolls public opinion. It puts many restrictions on them. They do not enjoy the freedom of thought, action, expression and publication. They have to adore a single man and bow to his fair or foul policies. The print and electronic media have to conceal facts. They have to sing praises for the absolute ruler. Then it is very difficult to change a dictatorial government. History tells that some dictators continued their unfair rule to their death. Dictatorship exists in the communist countries like Russia, china, and East Germany. But dictatorship may also prove fruitful if the ruler considers himself accountable to people and God for his actions. ↠ Islamic concept of democracy is different form modern concept. Islam favours the concept of restricted or controlled democracy, which is the true democracy. It gives value to the opinions of the people is they are in accordance with the teachings of the Holy Quran and the Holy Prophet (peace be upon him). In Islamic democracy, absolute authority lies with God. Islamic laws have to be enforced. There is no party system. Quality, not quality, is valued. Rulers are servants to masses and are accountable to God for each deed. ↠ Unfortunately, Pakistan shows a gloomy and painful picture of deteriorated and decayed democracy. It was won in the name of Islam. The Quaid-e-Azam wanted to make it a democratic country. But now, it is in the cruel clutches of plutocracy only. Most of our politicians are feudal lords, industrialists and other magnates. They attain power for their vested interests. They feather their own nest and care least for the masses. They exploit the poor and backward people for their own benefits. How painful it is that our intellectuals, scholars, teachers and able patriots are always kept out of the political arena. Our masses are mostly the dumb spectators of the political scenario. Our elections are never fair and transparent. They are full of corruption. The scenes of rigging, conspiracies and miscompilation of results are quite common. Voters are bribed. Ballot boxes are broken in riots. Candidates of the rival party are kidnapped. Our elections are merely a farce. The behaviour of our politicians has always been eccentric and ridiculous. Under a military government, they cry for the restoration of democracy. But, in case of a democratic government, the opposition leaders try their best to dissolve it. This behavior of our politicians pares way for army chiefs to step in. Resultantly, military coups take place quite frequently. We can say that democracy in Pakistan is merely fake, distorted, beslimed and decayed. ↠ To conclude, it must be emphasized that if we let democracy sparkles in its true colours, it will prove an ideal form of government. It is surely democracy that can put our country in the glorious rank of advanced and civilized countries of the world.

Ethical Issues Regarding The American Nurses Association (...

Today nurses in all roles participate in ethical decision making arising from mortality, relationships, and conduct issues surrounding patient care and families. This is particularly the situation with ethical issues involving pediatrics and those unable to take their own decisions. While the patients’ interests should come first, there are many other factors that come into play when providing pediatric patient care: parents’ knowledge, cultural and religious practices, and the pediatric patient’s knowledge of their disease. Therefore, it is essential for nurses to follow the American Nurses Association (ANA) code of ethics to carry out nursing responsibilities in a manner consistent with quality in nursing care and the ethical obligations of the profession. In this paper I will discuss the ethical issues that deal with a fourteen year old boy with Cystic Fibrosis (C.F.). He has been faced with the proposition from his pulmonologist that he will not survive anoth er acute respiratory distress attack and will have to intubated if his status deteriorated. However, he and his parents are not agreeing on whether or not he should be intubated if his status deteriorated with his next attack. This poses a huge ethical dilemma because as a nurse we are the patient’s advocate and need to do everything we can to make our patient comfortable as well as having the parents understand and accept the patient wants and desires. The pertinent facts in this case is that Sean is a fourteenShow MoreRelatedCode of Ethics for Nurses Essay1605 Words   |  7 PagesRunning head: SYSTEM OF INQUIRY PAPER System of Inquiry Paper Wendell A. Garcia University of Phoenix March 18, 2008 American Nurses Association’s Code of Ethics for Nurses Ethics is an integral part of the foundation of nursing. Nursing has a distinguished history of concern for the welfare of the sick, injured, and vulnerable and for social justice. This concern is embodied in the provision of nursing care to individuals and the community. Nursing encompasses the prevention ofRead MoreNursing Code of Ethics Essay1052 Words   |  5 PagesNursing Code of Ethics Introduction Butts and Rich (1-26) point out that effective nursing requires both broad knowledge and a set of well developed abilities and skills. The required tasks, are many and varied and in order to do them properly, care must be taken to respect each patients rights and sensitivities. This is why, according to the authors, nursing care must be guided by a code of ethics. The purpose of this paper is to provide an overview and discussion of the Code of Ethics forRead MoreNursing is a field that requires a true understanding about ethics. Ethics by definition is the600 Words   |  3 Pagesfield that requires a true understanding about ethics. Ethics by definition is the study or use of moral belief. Morality is the the act of actually following these beliefs. So  to follow the code of ethics is to be moral. Each nurse is expected to follow the standards set out by the code of ethics from the American Nurse Association  (ANA) and from his or her  place of employment in order to practi ce morally. The ANAs code of ethics highlights that a nurse should care for all patients equally regardlessRead MoreApplying Ethical Framework in Practice Essay1161 Words   |  5 PagesThe ethical principle of confidentiality demands nondisclosure of private or secret information about another person with which one is entrusted. In hospital settings, nurses have the responsibility to maintain patient’s private information confidential and sharing only those information that are necessary to provide patient care. According to the ICN Code of Ethics for Nurses (2006), â€Å"The nurse holds in confidence personal information and uses judgment in sharing this information.† MaintainingRead MoreLegal and Ethical Issues Faced by Nurses792 Words   |  3 PagesPage 1: What primary relationships do you see between legal and ethical issues faced by nurses in their practice? How would you explain these relationships to others? As well as medical caregivers, nurses must confront some of the most serious human dilemmas all individuals muse over, such as death and dying. Nurses often deal with extreme ethical conundrums on a daily basis. These concerns include end-of-life issues, caring for an elderly or disabled relative, the proper way to raise a childRead MoreEthical and Legal Issues in Nursing956 Words   |  4 PagesETHICAL AND LEGAL ISSUES OF Nursing Many confusing factors make it a task to establish, monitor and sustain ethical and legal issues in nursing. Everyone has various personal views based on experiences of life, religion, education and political affiliations, all nurses should be aware about nursing laws and ethics and understand how nursing legal issues can affect them. The American Nurses Association (ANA) Code of Ethics is very influential to nurses because it is used as a framework for makingRead MoreNursing Profession: The patient-nurse Relationship879 Words   |  4 Pagesadvance my career from an operating room technician to a medical-surgical nurse. I enjoy the sensation of helping others and assisting with the surgical fixation of a medical complication. The American Nurses Association (ANA) created the nursing code of ethics to ensure proper moral care, goals, values, and professional obligations of the nurse where known. The nursing code of ethics is as follows: Provision 1: The nurse, in all professional relationships, practices with compassion and respectRead MorePros And Cons Of Capital Punishment1471 Words   |  6 PagesIntroduction Capital punishment is one of the most controversial ethical issues that our country faces these days. Capital punishment is the legal penalty of death for a person that has performed heinous acts in the eyes of the judicial system. Discussion on whether capital punishment is humane or considered cruel and unusual punishment has been the main issue this of debate for years. Recent discussion goes far beyond the act itself but now brings into question whether medical personal shouldRead MoreEssay about Nursing Code of Ethics 1368 Words   |  6 PagesThe nursing code of ethics has a very standard definition. It is the base on how nurses should guide themselves in conduct by making the right decision regarding ethical issues. According to the National Student Nurses Association â€Å"students of nursing have a responsibility to society in learning the academic theory and clinical skills needed to provide nursing care† (2003). In the clinical setting nurses have a lot of respons ibilities while caring for an ill patient, they have the obligation to practiceRead MoreNursing Code Of Ethics, Personal And Societal Values, And The Legal Aspects Of The Nursing1251 Words   |  6 Pagesin the nursing profession, nurses must be prepared to assess and support the diverse needs of the patient and their family. Every nurse, regardless of his or her specialty, encounters ethical challenges. However, public health nurses may face unique challenges in their distinct focus on the health of the population in addition to individuals (Haugh Mildon, 2005). In this research paper, I will consider two case studies from the perspective of the nursing code of ethics, personal and societal values