Condition of operation of Single-phase Induction Generator , Thesis

Condition of operation of Single-phase Induction Generator , Parameters and Characteristics of Single-phase Induction Generator - Thesis Example Single-Phase Induction Generators are simple AC motors that employ the principles of induction to derive their power (asynchronous power generation). The use of induction motors as generators is currently one of the most cost effective ways of generating electricity from wind turbine systems and other common applications. This is particularly achieved by mechanically turning the rotor of the generators at faster speeds than the synchronous speed in order to produce a torque through electromagnetic induction. For example, rather than consuming energy, a single phased motor can effectively be used to generate power by driving it at speeds over its rated speed (Murthy 8). The working principle of single phase induction generators is similar to that of the three phase induction generators. For example, all induction generators generally work on induction principle based on Faradays law of conduction that states that when a conductor moves in a magnetic field, an electric voltage that can potentially set up a current is induced. However, unlike three phase induction generators, single-phase induction generators are not self starting and, therefore, require excitation in order to start. Single-phase induction generator must always be excited with a leading voltage. This is normally achieved either by connecting the generators to an electrical grid or using phase correcting capacitors to provide a mechanism for self excitation. In such modes of operation, the single phased induction generators usually draw their excitation current from the electrical grid or the capacitors. Due to their ability to generate energy with relatively simple controls, single phased induction generators are increasingly gaining popularity in a number of applications some of which include generating power from wind turbine systems, mini hydro power plants and in the reduction of high pressure gas

Task 1 and Task 2one is essay and one is repport choose The - 1

Task 1 and Task 2one is and one is repport choose The Philippines currency - Essay Example This causes the domestic currency to appreciate. In addition, under this regime, an increase in international real interest rates increases domestic output, decreases exchange rates and domestic price level on condition that money demand is more elastic to changes in the real income than the real interest rates. An increase in domestic money supply causes a proportional increase in the price levels. In this model, the income of a consumer is assumed to be exogenous. The consumer is also assumed to be living in both the present and future periods. The consumer can also borrow and lend regardless of the prevailing world interests rates. The model also assumes that there is no investment made and the current and future government expenditure (G and G’ respectively) is exogenous. A Current Account Surplus implies that a particular country saves more than it invests. It is reflected by an excess of domestic savings over domestic investments and an increase in a country’s net foreign assets evidenced by positive sales abroad. The model suggests a positive relationship between the current account surplus and the current income. As the current income increases, the current account surplus also rises due to an increase in current consumption and government expenditure. The current account surplus experiences an inverse relationship with anticipated future income. As the fu ture income is expected to rise, the current account surplus is expected to reduce as a result of reduction in savings. When the current account surplus is zero, the country’s savings equals the investments. Capital controls refer to prohibitions enforced by the government or Central Bank of a country to restrict the flow of foreign capital in the domestic economy. Capital controls could be exchange controls, taxes, legislation, volume restrictions and reduction in foreign remittances which reduce foreign trade. Capital

Public Bus Transportation In Kota Kinabalu

Public Bus Transportation In Kota Kinabalu Currently, bus is the main public transportation in the city of Kota Kinabalu. Despite being perceived as less comfortable, less physically attractive, non-punctual and unsafe, it still functioning to bring passengers to their destinations. This research paper aims to provide a critical overview of the public bus importance at the past, present and future time. It is crucial to identify the reason why bus is important in providing commuting service to the citizen since this information is a useful input to the policy maker. The reasons for its importance are discussed together with several issues such as public bus current level of performance, increasing number of private vehicle on road and the absence of specific plan to improve public bus transportation. This study is qualitative in nature where data were mostly derived from observation and secondary sources. The preliminary studys findings showed public bus is an important mode of public transportation in Kota Kinabalu in the pa st and the present and is likely to continue to be so in the foreseeable future due to the demand from the low income earners, wide destination coverage and concern for the increasing price of car fuel as well as to traffic congestion problem. Therefore, the government should seriously consider the bus in the public transportation planning by providing specific plan for its future development. Keywords: public transportation system, public bus, public transport planning INTRODUCTION Tran and Kleiner (2005) cited in Belwal and Belwal (2010), public transportation is defined as transportation by a conveyance that provides continuing general or special transportation to the public; excluding school buses, charter and sightseeing service. An efficient transportation system is one of the basic components of the social, economic, and physical structure in the urbanized society and it has to be competitive and attractive to the transit seekers (Ibid). It is essential for every government all over the world to develop better transportation system for its citizens. Better system is a system that is able to provide affordable, attractive, comfortable, punctual and safe commuting services to the citizens. According to Nandi (2008), an ideal transport system is a system that had been fully integrated, able to provide safe transport network, supports social and economic regeneration and ensures good access for all which, is operated to the highest standards to protect the en vironment and ensure quality of life. It is a dream for every government and citizen to have efficient transportation system. To realize the dream, continuous effort should be made. Long run strategy should be to manage for the growth of transport demand to provide for the efficient movement of people and goods. Bus service is indeed important since it provides mobility for all since many people do not have access to cars it is also increase person capacity in heavily traveled corridors and it preserves urban land for more productive use and is more energy efficient than driving (Levinson, 2000). In his study, bus is not only providing line-haul and feeder services, offer special transit service for the elderly and handicapped and in the very large cities but they also complement and feed rail transit lines. In United State of America, public transportation is commonly associated with the nations major urban-area subway (heavy-rail) or commuter-rail systems, approximately 59 percent of all public transportation trips are carried on buses (Cambridge Systematics Inc, 2008). Therefore, maintaining and improving bus service will be essential in keeping urban areas vital and vibrant in the years ahead. The basic purpose to develop the public transportation is to help the citizens to make a trip easily and ensure the normal operation of fundamentals social organizations and their activities as well as brings enhancements to the city environment in a quite comprehensive range. () At the moment in Malaysia, significant improvement on public transportation had only been seen in several main cities such as Kuala Lumpur and Pulau Pinang. The difference of these cities from the others is that, apart from having various option of modern transportation such as LRT and Monorail System, they also have an integrated bus system namely RapidKL and RapidPenang which are characterized by attractive appearance, strict monitoring system, standardization and reliable schedule. In the city of Kota Kinabalu, the capital city of Sabah, bus is the main public transportation. However, public bus performance is below par in terms of comfort, physical appearance, punctuality and safety. It is believed that the effective and robust public bus transportation service provision is crucial and necessary in realizing the objective of the 6th National Key Result Area (NKRA) which is aimed to increase the utilization rate and to sustain the Malaysia transport system (Jayaraman et. al., 2011 ). Public bus transportation is important not only to provide commuting services to the people but also facilitate the growth of economy in a city. It creates accessibility to business to market their goods and services. Since the last three decades, government at federal, state and local levels has formulated and implemented various plans to improve public transportation but there is still no significant improvement have been seen on the bus service. In addition, the increasing number of private cars on roads shows the shift in preference of people from using a public bus into driving their own personal car. The aim of this paper is to provide critical overview of the importance of public bus. This finding is important for planning purpose. Since there are very few studies deeply discussed about its importance, the findings will contribute to the body knowledge in the public bus literature. The public transportation available in Kota Kinabalu city is only public bus and taxi. The fact that, the public bus is more utilized by the public because of its lower cost indicates its importance. PROBLEM STATEMENT Since the last three decades, government at federal, state and local levels has formulated and implemented various plan to improve public transportation in Kota Kinabalu City but there is still no significant improvement can be been seen especially relating to the bus service. Furthermore, the increasing number of private cars on roads shows the shift in preference of people from using a public bus into driving their own personal car. The question is why this happen? Is bus not as important to the local residents as it use to be? The aim of this paper is to provide critical overview of the importance of public bus to the people. The finding of this research is important for policy planning purpose. Besides, it provides the body knowledge in bus transportation literature since there is only few study deeply discussed about its importance. It is believed that the effective and robust public bus transportation service provision is crucial and necessary in realizing the objective of the 6th NKRA which is aimed to increase the utilization rate and to sustain the Malaysia transport system (Jayaraman et. al., 2011). METHODOLOGY For data collection, the methodology used in this study was limited to observation and secondary data only. The observation method was conducted on daily basis from 1st August 2012 to 15st September 2012. Large amount of information was collected from local newspaper report especially from Sabah Times, Daily Express and Borneo Post. Official documents such as policy statements were part of the data collected. Through these methods, thorough analyses regarding the importance of public bus in Kota Kinabalu at the present and future time were made. REASONS FOR IMPORTANCE OF PUBLIC BUS TRANSPORTATION IN KOTA KINABALU Demands from Low Income Earner Low-income groups tend to use their car relatively less often (Steg, 2003). In the city of Kota Kinabalu, the bus service is highly demanded by the low income earner (monthly income below RM2300) although the public bus service is poor in terms of comfort, punctuality and safety. In the 1990s, bus was considered important because few people could afford to buy car. Presently, bus is still needed by the low income earners. Owning car has been greatly facilitated recently through simpler car loan procedure. However, although this facilitated the low and medium income earners to own car, some of them may still do not want to buy car because of other important commitments such as household expenditure and utility expenditure. As a result, they still need to take bus to go to their workplace and even for outing purposes. Thus, bus is important to their daily life. In Kota Kinabalu, certain residential areas which are populated mostly by low income earners such as Kuala Menggatal, Taman In dah Permai, Taman Sri Maju, Universiti Apartment Phase 1 and Phase 2 are relying on the bus service for transportation. Daily observation that had been made on 1st August 2012 until 1st September 2012 at these residential areas, it was found that most of residents work as laborers, chefs, nurses, salespersons, promoters and waiters used bus to go to the workplace. Wide Destination Coverage Public bus has wider destinations coverage encompassing both the urban and sub-urban areas compared to LRT and Monorail, which have fixed routes. Therefore their destination coverage is limited. The bus has important role not only to accommodate the transport needs of the increasing commuters but also as feed as in routes not covered by these modern transportation systems. Eventhough in Kuala Lumpur modern transportation networks namely Kereta Api Tanah Melayu (KTM), Monorail System and LRT, pub bus is still being used to take passengers to the KTM, LRT and Monorail stations and terminals. Due to the need of feeder service and to improve the existing public transportation system, RapidKL was then decided in 2004, took over the main part of transportation in the city. In Kota Kinabalu, bus is important in the absence of modern transportation and the role it plays will become challenging once the modern rail system introduced. The table show below indicates the zones covered by the pub lic bus transportation at Kota Kinabalu in 2006. Concern to the Price of Car Fuel The concern of car users about increasing fuel price also contributes to the continued importance of public bus service. Malaysias public transportation especially public bus is perceived of unable to meet citizens needs satisfactorily. Many claim that if the public transport is improved, they are willing to use it instead of paying for outrageous petrol prices and tolls and ending up stuck in traffic jams (Kambala, 2007). The question is, when bus services improved in Kota Kinabalu, will the local citizens willing to shift from using private vehicle into the public one? From the literature, it was found that public bus will be a critical travelling option among the private car user when the price of the fuel increases. When fuel price increase, the monthly spending will increase and the probability of people shifting from the using their own car to take the public bus will increase. Public bus still become the option for the residents irrespective the income background especially wh en the price of fuel has increased and their monthly salary cannot cover all the expenses. Problem of Traffic Congestion Based on the data provided by the statistic department in a survey of Sabah household in 2009, more than 50% of the residents in Kota Kinabalu go to work by personal automobile while the rest use the public bus or other modes. The increasing number of private vehicles on roads has caused congestion and pollution. The growing community concerns about traffic congestion, sprawl, air pollution, and sustainability, the progressive revitalization of cities and towns, and continued advances in transport technology demand for better bus transit in the new century (Levinson, 2000). In another observation done in Likas, Sepanggar and Sulaman from 15th August 2012 to 15th September 2012, it was found that there traffic congestions during peak hours. The peak hours in Kota Kinabalu during weekdays is range from 7.00 to 8.30 in the morning, and noon12.00 to 2.00pm and 4.30 to 7.00 at the evening. It was also found that, the roads in Sepanggar, Inanam and Likas area are most congested during peak hour. Currently, most of people still insist to use their car. People will only shift to public bus if the public bus system is reliable. Reliable here means available everywhere, arrive on time, cheap as well as safe and comfortable to be used. According to Lo Su Yin, the head of Persatuan Arkitek Malaysia (PAM) Sabah, the medium and long term solution for the problem of traffic congestion is a well planned public transport system Transport for tertiary level students Young people are regular user of public bus transportation especially at tertiary level students. The Chief Executive of Passenger Focus, Anthony Smith, quoted a research that showed almost 50 percent of bus passengers are under 29, making the bus very much a young persons product and more than 50 percent of students frequently use the bus and depend on it to go to their education or training premise (The Telegraph, 2012). As a center of education in the state of Sabah, the number of student in Kota Kinabalu is high. Most of them neither have car nor driving license to drive car. Thus, they are totally dependence on the public bus service. Furthermore, it was found that many students stayed at Sepanggar, Likas, Sembulan and city center such as students from Universiti Teknologi Mara as well as from Advanced Management and Technology Centre (PTPL), Cosmopoint College, Masterskill College, Mahsa College, Sabah Foundation College, and Polytechnics. Due to large population of students in Kota Kinabalu, public bus is important to fulfill their transport needs. For example, University students from Universiti Teknologi Mara Sabah branch, always use the public bus transport (operated by Tuaran United Transport Company Sdn Bhd) to go to the centre of the city during weekends for outing purpose. DISCUSSION The findings of this paper are in line with the findings of previous research. For example, according to Madzlan and Nookfakhriah (2010), public bus transportation is important to help reduce traffic congestion, save money and time, as well as to reduce pollution. There are no commuters or train services that provide full coverage of transportation in Kota Bharu unlike Kuala Lumpur and Klang Valley (Ibid). Therefore, demand for public bus service is very high in this city. In Kota Bharu and Penang, where the commuter train service is not available, the public bus is the major means for its population. The Kota Kinabalu City Hall (KKCH) Strategic Plan 2011-2015, focus more on upgrading and improving the infrastructure of the public bus transportation system. For example plans to build uniform bus stop, 45 Lay-by for bus (to be completed in 2012), upgrading the Terminal Wawasan at the centre of town (to be completed in 2012), Terminal at the North, Inanam (to be completed in 2015), Inter Terminal Link at Stadium Likas, Masjid Bandaraya and Masjid Negeri (to be accomplished in 2015), Terminal Kepayan at the South, (to be accomplished in 2015) and Park Ride facilities. In 2011, some of the project has been implemented under the Public Transportation Financial Group fund, where RM8 million spent to upgrade the Wawasan Bus Terminal and RM5 million to establish a lay-by bus and taxi in the city (Sabah Times, 2011). The public transportation central plan also include the plan to develop water taxi, monorail system, rail system (Kota Kinabalu Structure Plan 2030). The plan to build the Park and Ride facilities, the upgrading terminals, adding more bus stations, establishment of LRT and Monorail system as well as plan to develop water taxi service indicated the intention of the government to provide better public transportation in the city. The government has done several improvements on bus but these efforts are not commensurate with the importance of public bus to the general public in Kota Kinabalu. In other word, the government has not done enough to improve the bus system service. Transportation system in this city will not work effectively and efficiently if the public bus system is not significantly improved. That is, the public buses need to be continuously maintained, clean, safe and comfortable to be used as well as punctual and always available. For the time being, public bus plays impo rtant role as the main public transportation in Kota Kinabalu. However, poor performance and a lack of proper management of bus are existing problems that yet to be solved. It is more preferable if the government finds solutions to the existing problems. The bus system should be improved first before developing new alternative modes of transportation. In the NKRA, there is also no clear and specific statement regarding the budget allocated to improve public bus transportation in the urban areas such as Kota Kinabalu apart from Kuala Lumpur and the Klang Valley. It is because no matter how modern mode of transportation that is planned to be established, public bus still have a place in urban and sub-urban areas. Due to its importance, public bus deserves to get more attention from all levels of government. It deserves to have specific budget allocation not only from the local government but from the federal and state governmenst as well. Based on the findings, several issues regarding bus transportation need to be addressed. Bus is important at the present and likely to be so in the foreseeable future. However, the findings of this study support previous study findings that certain issues need to be addressed for better bus service performance. For example, performance of public bus under private companies operation. It was found that, public transportation is poor when it was operated by the private company (Nicosia, 2001). According to Imran (2009), one of the failures of public transport policies is overstating the role of the private sector in public transport. In Kota Kinabalu, public buses are operated by private companies and there are complaints about the lack of comfort, maintenance, punctuality and safety. On the other hand, the bus system in Kuala Lumpur is mainly operated by RapidKL which is owned by the government. In Malacca, the state government takes over the operation of public bus transportation from the private authorities. Public transportation service will continue to be inefficient under the hand of private companies and the problems associated with it will be unresolved if there no aggressive intervention from the government sides. For example, in 1992, the large scale bus privatization without adequate regulation and coordination had created many problems in Delhi such as lengthy, zig-zag routes, long waiting times, completely unrel iable service, extreme overcrowding, illegal drivers, and speeding and reckless driving, competitions among buses, poor bus maintenance, lack of safety, noisy, and highly polluting which, add to the already severe congestion, safety, and air pollution problems (Putcher et al., 2004). Another issue that needs to be addressed is the increasing number of private vehicles on the roads. Public bus can be part of the solutions. However, it will never replace the dominant use of private car if no aggressive effort to improve the public bus system is made. For example, according to OToole (2011), buses will probably never replace the auto ­mobile as the dominant form of transporta ­tion in the United States of America unless with the use of the new-model buses which is significantly less expensive than driv ­ing. Only when the bus system in Kota Kinabalu City is restructured, people start continuously to shift from the use of private cars. Thus, the reasons of public bus transportations importance should be learned together with these issues so that actual situation for public bus transportation in this city would be able to be identified. CONCLUSION Public bus transportation is important in the past as well as the present time and will continue to be so in the foreseeable future due to the demand from the low income earners, tertiary level students, the public bus system wide destination coverage, concern for the increasing price of car fuel as well as traffic congestion problem. This research is only part of larger research where only the importance of the public bus system is discussed. Based on data collected so far, there is enough evidence to suggest the importance and the continuous importance of public bus transportation system.

The Role of Computers in Our Future :: Exploratory Essays Research Papers

The Role of Computers in Our Future As far as computers in the future, I feel that they are going to play a major role. They will be in everyday life, in everything we do. There will be many areas affected by the wide use of computers. Areas such as: home, work, schools, automobiles, electronics, and humans. Although these areas are already affected, they will be even more as we move into the future. To begin this discussion I will show you the effects on the work place and humans. As for humans in the work place, work will become easier. So this means less stress for humans because the computers will be doing all the work. This in turn means that humans will be doing less and less because the computers will be slowly taking over. As for a human going to work, this may only consist of telling a computer what to do all day. Or even from your own home, waking up and telling your computer what to do so you do not even have to go into work. Now for communication with computers, this may get so advanced that your computer may even ask you questions about the work it is doing and that you are getting paid to do. So this is where I see computers going as far as work and humans. Now for computers in the schools, I feel we will soon have no books and all work will be done on computers. Even homework will be done on the internet and e-mailed to the teacher. Children will be taught about computers at a younger and younger age. This in turn will make the younger generations more and more skilled in electronics and understanding how they work. This will have a very large impact on they way projects and or work is viewed. The next step is computers in the home. Computers will play a major role in homes. They will automatically pull the bread in to toast it with no lever. It will in turn tell you how your food is doing while it is cooking in the microwave and then tell you when it is done. Now to enter your own home you may only have to say â€Å"open door†. The computer will automatically scan your voice and unlock the door and let you in. So this is how I feel that computers will affect the home steed. The Role of Computers in Our Future :: Exploratory Essays Research Papers The Role of Computers in Our Future As far as computers in the future, I feel that they are going to play a major role. They will be in everyday life, in everything we do. There will be many areas affected by the wide use of computers. Areas such as: home, work, schools, automobiles, electronics, and humans. Although these areas are already affected, they will be even more as we move into the future. To begin this discussion I will show you the effects on the work place and humans. As for humans in the work place, work will become easier. So this means less stress for humans because the computers will be doing all the work. This in turn means that humans will be doing less and less because the computers will be slowly taking over. As for a human going to work, this may only consist of telling a computer what to do all day. Or even from your own home, waking up and telling your computer what to do so you do not even have to go into work. Now for communication with computers, this may get so advanced that your computer may even ask you questions about the work it is doing and that you are getting paid to do. So this is where I see computers going as far as work and humans. Now for computers in the schools, I feel we will soon have no books and all work will be done on computers. Even homework will be done on the internet and e-mailed to the teacher. Children will be taught about computers at a younger and younger age. This in turn will make the younger generations more and more skilled in electronics and understanding how they work. This will have a very large impact on they way projects and or work is viewed. The next step is computers in the home. Computers will play a major role in homes. They will automatically pull the bread in to toast it with no lever. It will in turn tell you how your food is doing while it is cooking in the microwave and then tell you when it is done. Now to enter your own home you may only have to say â€Å"open door†. The computer will automatically scan your voice and unlock the door and let you in. So this is how I feel that computers will affect the home steed.

Strategic Marketing Plan

Strategy Marketing Plan As Seen On Screen (ASOS) Table of Contents Executive Summary†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. 3 Case Study†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦5 Statement of the Problem†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦5 Product Strategy†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. 6 Communicating their Identity†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. Competitor Analysis†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦7 Positioning Strategy†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦7 ASOS customer population by age groups†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦8 ASOS customer population by gender†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦ 8 Offer Strategy†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦ 8 Conceived Identity†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦ 9 Ideal Identity†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦ 10 Public Relations†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦11 Timing Strategy†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦ 11 Desired Identity Expanding New Values for customers worldwide†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦ 12 Customer Care and service†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦12 Misaligned Identities: actual and desired†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦ 12 SWOT Analysis Strengths†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦13 Weaknesses†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. 13 Opportunities†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦ 14 Threats†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦14 Recommendations†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦14 Executive Summary ASOS is one of the most recognized online clothing store in the United Kingdom. It offers products that people often see worn by celebrities. As such, many people are encouraged to try out their items. In addition, the prices of their products are relatively lower compared to high street fashion. Because of these along with other factors, ASOS was able to grow. With the growth of ASOS over the years, it is important to ensure that it can be sustained. The fact that online shoppers and traditional shoppers differ in terms of concerns and behavior, it is critical for ASOS to study the purchasing behavior of their market segment to determine the kind of strategy that they need to ensure success now and in the future. This research focuses on the various aspects of online retailing in the hopes of investigating the purchasing behavior of ASOS customers and formulating recommendations on how to keep the profit margin of the company on increasing side. For the past 50 years, the retail industry has been under numerous changes. For example, the 1950’s saw downtowns as the center of retailing. People would often go downtown to avail the various products and services. These products and services included clothing, food, hardware supplies and banking services. A decade later, a group of retailers started offering their products and services in large departmental stores. The idea is to provide convenience to the shoppers. By creating a place were various retailers can offer their products and services, shoppers will no longer have to make several trips to different locations in order to purchase the things that they need. This means that retailers hoped to create a one-stop shop for their customers. As a result, big names such as Wal-Mart and K-Mart made big names in the retail industry. On the other hand, downtown or small scale and specialized retail outlets experienced a decline in the 1970s and 1980s. From the later part of 1980s to the early years of 1990s, a new kind of retailing came in being. Home TV shopping networks as well as warehouse clubs became very popular among consumers. If one-stop department stores aimed to provide convenience to their customers, home shopping networks brought the idea of convenience to a completely new level. Instead of encouraging customers to drive to their stores, retails brought the stores inside homes and purchasing the desired products is as easy as calling a toll free number. On the other hand, warehouse clubs offered customers the opportunity to buy products in bulk and at discounted prices. Costco and Sam’s Club are some of the warehouse clubs that earned success. The changes within the retail industry continued well into the late part of the 1990s. Along with the success of internet, retailers were quick to recognize the importance of surfing the web, also use of other internet applications was fast becoming incorporated in the lives of many people around world. For this reason existing retail shops and new genres of entrepreneurs have grown up and have decided to bring their stores online. The move to utilize the internet was a good decision in terms of marketing. Cable television took 25 years to reach approximately 10 million people, while computers took 7 years to do the same. However, the internet was able to manage that feat in just six months. This means that retail store will have more chances of exposure if they have their own website. Since the utilization of the internet for retailing purposes, many companies have been able to experience the benefits of bringing their businesses online. With this, a need was created to formulate strategies that focus on maximizing the potentials of internet. Nowadays, ecommerce, ebanking and other forms of ebusinesses are becoming a popular choice among the consumers and as such, it is also becoming a popular form of business for companies. Increase in sales are usually expected by companies when they launch an online store on host websites that offers their products and services. In the retailing industry, etailing is also fast becoming the choice of companies. One of the companies that concentrate in advancing their etailing endeavor is As Seen On Screen 0r ASOS. They offer clothing and other fashion related items that are similar to designer fashion worn by celebrities but at a lower price. They have a website where they post the products that they currently have. In addition, they show actual photos of celebrities wearing a similar item of clothing that are being sold on their site. Case Study Despite the degree of success that ASOS was able to achieve over the years of their operation, there are still problems that they need to resolve in order to ensure the survival of their business. This is the rationale behind this paper. This paper will be presenting the conditions that ASOS are operating in as well as the various aspects that they need to focus on in order to maintain   steady or increasing flow of profit. Statement of the Problem : The problem of ASOS is generally related to the problem faced by most online retailers: the online consumer buying behavior. Attracting consumers with the limited resources available on the internet is a big challenge to online retailers like ASOS. Knowing the online consumer behaviors will let the retailers and managers of these companies formulate and develop effective strategies that will help increase the popularity and sales of clothing online. According to a study of users who have bought products online, there are five main reasons why people shop through the Internet. These are convenience and ease of use; greater selection; better prices; easier comparison-shopping; and no sales pressure. On the other hand, there are also reasons why people are not attracted to making purchases online especially when it comes to clothing. The top four most frequently identified reasons why consumers are not purchasing online are ability to judge quality, security, privacy, and easier to purchase locally. Product Strategy The product line of ASOS is very well defined. The company knows exactly what they want to show in their website. As the former name of the company suggests, the product line of ASOS is composed of clothing articles as well as other fashion related items that have been seen on celebrity fashion icons or trendsetters. The company’s decision to extend their product line to include beauty products have paid dividends to the company. Since the products of the company focuses on products that must be appealing to the eye of the customers in order to be bought, visual merchandising is important in conveying the aesthetics of the products that they are being offered. Customers need to see that the clothing items that are being offered in the website were indeed â€Å"as seen on screen†. Like the conventional retail clothing outlets, ASOS does have a window to display their products. The pages of their website serve as the windows where their customers can see the products. Communicating their Identity. Being both in the fashion and retail industry, ASOS needs to be able to meet the requirements of both industries in order to succeed. In relation to the fashion industry, ASOS must ensure that the items they are offering are according to the season and also in sync to the latest styles. Another objective of ASOS is to provide a pleasant online shopping experience to their customer. It is important to associate shopping with being online. It is a fact that being physically involved in shopping brings about a different experience compared to shopping online. Competitor Analysis Competition is important since it affects the success of a business venture. Competition is about the company’s capability in positioning itself in the market so that they could stand out among the rest in the perception of the consumers. In the case of ASOS, they do not have any direct competitors when it comes to clothing associated with celebrities. However,it compete with   other clothing retailing stores such as Topshop. com and Figleaves. com. Positioning Strategy The target market segment of ASOS is as defined as their product line. They target people who are eighteen to thirty years of age and who are internet savvy. Based on the questionnaires prepared and used for this research, the biggest bulk of ASOS customers are eighteen to twenty-two years. This age group represents fifty-five percent of the total ASOS customers. It is followed by people who belong in the age brackets twenty-four to twenty-nine and thirty to thirty-five which are twenty percent of the ASOS customer population each. Lastly, people who are thirty-six to forty-two years old complete the population representation five percent of the total. ASOS customer population by age groups The result of the survey concluded that ASOS targeted the right age group for the products. This is the case since the survey revealed that eighteen to thirty year old customers are more open to buying the products that ASOS offers. Another reason for the bulk customers on the said age bracket can be attributed to the fact that people within this age group are more apt at using computers as well as navigating the internet. In addition, they are also the ones who are part of the corporate world where everything is fast-paced that they do not have the time to go down town and shop for the clothes and other fashion items. ASOS customer population by gender In relation to gender, eighty percent of ASOS shoppers are women, while only twenty percent are male. This may be the case since most of the items that are being offered online are for women. In addition, the marketing activity of ASOS focuses on disseminating information to more women than men. 500,000 emails are sent to females twice a week compared to 100,000 emails sent to males only once a week. Offer Strategy The success of ASOS is being owed to their ability to offer trendy clothes at significantly lower prices. However, there are still other actors that needs to be considered when discussing the success of ASOS as an online retail clothing store. Aside from the price of the products, the seasonability of the products being offered is also crucial. It is a fact that the fashion industry is always on its toes when it comes to innovation. Various collections come out on a regular basis depending on the season. There are winter and summer collec tions as well as spring and fall collections. Conceived Identity Corporate identity is a valuable management resource because it affects every aspect of corporate life. A company's image, reputation and management perception, the three components of corporate identity. Establishing a clear identity has become a difficult task due to the trend towards cross-border mergers, the growing importance of environmental concerns and the increasing similarities between products and services. In the current situation of ASOS, it affects it corporate reputation in the US. However, there are some strategies which can be done to build up the ASOS reputation and credibility. The brand of the company is important part of company. Marketing communication vehicles such as advertising, direct mail, public relations, trade shows, seminars, and collateral material play an important role in communicating brand. Thinking of these activities as brand conveyors is important to understand their role. Consistent with its objective to build up their reputation and credibility towards the customers, ASOS would develop a solid message platform that clearly and consistently communicates their product features and benefits in a way that incorporates its brand principle, personality, and associations. Secondly, ASOS would communicate with its customers by using third parties to send its messages and in order to establish credibility with all target audiences. Third parties include analysts, media, award givers, happy customers, and online newsgroups/list serves. Public Relations By its nature, public relations is devoted to serving particular interests by presenting them to the public in the most favorable light. The earliest form of public relations and still the most widely practiced is publicity. The principal instrument of publicity is the press release, which provides the mass media with the write up material and news stories. The growth of modern public relations is generally attributed to the development of the mass media, which accelerated the spread of ideas and increased the importance of public opinion by giving more people access to current events. Timing Strategy The sales of ASOS increases significantly during the holiday season. This is the case because orders for products that will serve as gifts were in demand. In addition, a series of events take place during the holidays. Family reunions and countless parties are set to happen during this time of the year. This means that people will always be on the look out for clothes that they will be able to use during these events. However, it is also expected that during the holiday season discounts are in abundance. This means that consumers are also on the lookout for bargain deals. In the case of ASOS, they are able to meet the needs of their customers for ideal apparel at reasonable prices. As such, during the holiday season ASOS must be able to get the word going that they will be able to provide quality yet affordable apparels for the people. Desired Identity Expanding New Values for customers worldwide The ultimate goal of ASOS’s sales activities worldwide is to satisfy their customers so that they will continue to come back for more ASOS quality products. That's why they put full effort into their services, responding to changing values and increasingly sophisticated needs. They’re always working to improve the quality of customer relations providing friendly and attentive sales, responsive service support, thorough maintenance and repairs so customer satisfaction constantly grows. ASOS also continues to develop sales and service systems best suited to community eeds. Customer Care and Service Total Quality Management is incorporated into all the functions and processes of the organization. With this, it can be stated that customer relationship management programs are included in total quality management. The need to develop an effective total quality management is important due to various reasons. It is also the case that total quality management views customer sati sfaction in relation to customer retention and increase in the profits. These above points are considered by ASOS when they designed their website. They wanted to give their customers the kind of shopping experience that would lead them back to the website and make more purchases. Misaligned Identities: actual and desired Mismatched in actual and desired identity could be sited from the following example : ASOS is one of the leading retailers existing in the corporate world today. One of its leading features is etailing. Due to the far reaching grasps of the internet, etailing has flourished. However, ASOS has intended to further it influence in the retailing industry of the Far East by building a branch in one of Asia’s key and remote cities. But the fact remains that ASOS is primarily an etailing (relies much on the internet) corporation, and that many of the countries in the Far East do not have advanced computer and internet services as the rest of the world. ASOS presented a key solution to this problem, they would build a material retailing branch. But this would thoroughly conflict with their actual identity, which is etailing. SWOT Analysis Strengths The strength of ASOS is its utilization of the Internet. Through the Internet, it has formed a definite market segment that is composed of mainly Internet users. A firm that limits its attention to fewer market segments can better serve those segments than those firms that influence the entire market. Moreover, its core focus, which is apparel, as worn by celebrities at affordable price gives them a marketing edge for it to attracts customers right away. It also gives huge discounts and has broad category coverage. Weaknesses Online retailing in general is getting bad publicity nowadays such as poor delivery performance. Another weakness is that ASOS cannot guarantee specific product or brand presence. Internet selling is unlikely to be successful, as consumers like to try on clothes and see the quality of fabric and workmanship. One issue that ASOS needs to resolve immediately, is that since its launch until this day, they only offer clothing items up to size 12. This means ASOS is excluding a segment of the market that can offer them additional profit. This may also cause some customers to get turned off since this suggests that ASOS thinks only people upto size 12 bodies have the right to wear celebrity inspired apparel. Opportunities Ecommerce channels now represent 11% of the total UK retail business, and record numbers of products are being procured via the internet. People are attracted by low prices and convenience. In addition, they have integrated their everyday activities to technology and the Internet, including shopping. As the number of working women, who are ASOS core customers, continues to increase, they will not only need more clothes for work but are also more likely to be financially independent to purchase clothes. Threats Online clothing chains from overseas are successfully invading UK and at the same time, branded apparel such as Diesel, Guess and Zara are still popular among the market. Other purely online fashion etailers such as Yoox. co. uk, Brandalley. co. uk are also their main threats. Downturn in the economy could also cause buyers to cut back on overall spending. Recommendations Improvements for ASOS. com The ASOS website could be improved through a variety of ways that would benefit both the company and the consumer. For example if video and audio clips were added to some pages, this could increase the interest level for the browsing customer, which could result in increased sales figures. Customer services could be improved through the addition of a live chat service on the website, providing the opportunity for customers to interact with retail staff directly about any questions or concerns they may have about their shopping experience. ASOS can actually provide this kind of service if they outsource it to call centers in Asia for example. It will be cheaper to outsource it than to create an in-house call center. Other issues that would need to be addressed within the ASOS. com website include increased contact with staff, faster processing of refunds and returns and an increase in transparency which could be achieved through more comprehensive information on the company itself. Based on the survey conducted for this research, ASOS customers consider the style, price and quality respectively before buying at ASOS . This means that ASOS must be able to meet these demands of their customers if they want to ensure continued patronage from them.

Amy Tan’s “Two Kinds” and “Best Quality” Essay

Amy Tan’s â€Å"Two Kinds† and â€Å"Best Quality† depict a struggling and often stressful relationship between a defiant daughter and an overbearing mother. June Mei and her mother Suyuan engage in a destructive battle between what is possible and what is realistic. June, although headstrong, seeks her mother’s approval and adoration. Suyuan, although patronizing, yearns for her daughter’s obedience and best qualities. The relationship between mother and daughter falls victim to tension inherent in any mother/daughter struggle, especially between first-generation American daughters and their immigrant mothers (Yglesias 1). Their inability to understand one another largely stems from cultural differences; Suyuan is a Chinese woman who flees to America for a better life, while June is destined to demonstrate her self-worth as a Chinese-American. Due to distressed communicational nets, June and Suyuan maintain a staggering relationship, which ultimate ly ends in Suyuan’s poignant acceptance of her daughter’s individuality and cultural evolution. One of the most prominent cultural barriers June and Suyuan suffer from is communication. Suyuan remains a cultural alien in America because she is a first generation immigrant from mainland China (Xu 3). As a result, Suyuan speaks Chinese and broken English, while June speaks English and fractured Chinese. Furthermore, the communication barrier seems to be two-fold: between generations and cultures (Shear 194). The first generational and cultural gap materializes in â€Å"Two Kinds† when June announces her adolescent defiance by saying, â€Å"Why don’t you like me the way I am? I’m not a genius!† Her overbearing mother retorts in her fragile English, â€Å"Who ask you be genius? Only ask you be your best. For you sake †¦Ã¢â‚¬  (Tan 597). This short dialogue is extremely significant as it reveals the cultural tension between Suyuan and June, thus causing a bitter mother/daughter conflict. June’s difficulty in comprehending her mother echoes S uyuan’s frustration at her inability to pass on the benefits of her accumulated wisdom and experience (Rubin 13). Suyuan’s frail English, concurrent with June’s adolescent will to defy her mother, illustrate the communication and culture nets they must overcome. Another example of their shared dilemma begins with June’s timid reaction to  her mother’s offering of her life’s importance twenty years later in â€Å"Best Quality.† Suyuan offers June her â€Å"life’s importance,† a jade pendant on a gold chain (Tan 221). Cultural and generational gaps illuminate the root of June’s uncertainty about this jade pendant Suyuan gives her after a Chinese New Year crab dinner. June reveals her bewilderment when she notices a bartender wearing a similar pendant. After asking him of its origin, he replies with, â€Å"My mother gave it to me after I got divorced †¦ I think she’s trying to tell me I’m still worth something.† June reflects, â€Å"I knew by the wonder in his voice that he had no idea what the pendant really meant† (222). This dialogue suggests there is a deeper, sadder miscommunication between June and her deceased mother. As June ascertains the meaning of Suyuan’s poignant offering by asking her aunties, her mother’s closest friends, she realizes â€Å"they would tell me a meaning that is different from what my mother intended† (222). Conversations with her â€Å"aunties† remind June of painful distances: â€Å"My mother and I never really understood one another. We translated each other’s meanings and I seemed to hear less than what was said, while my mother heard more† (Cheng 12). Her revelation is frightening, as she feels her mother’s words will be lost in a sea of translations and interpretations. This realization, although exacerbating her quest to gather her life’s importance, simultaneously opens her mind to the â€Å"Chinese† culture, thus slowly closing the cultural and generational gap felt between mother and daughter. Before reaching a blissful state of certainty, the pleasure of a life-altering epiphany, June engaged in destructive fights with her mother, ending in her embarrassment and Suyuan’s loss of hope. In â€Å"Two Kinds,† the conflict between Suyuan and June culminates after June’s piano fiasco when she decides she will no longer play. After Suyuan’s insistent struggle to get June to play the piano, the ultimate communicational barrier is stressed. June shouts through belligerent sobs at her mother, â€Å"You want me to be something that I’m not! I’ll never be the kind of daughter you want me to be!† Suyuan shouts back in Chinese bellowing, â€Å"Only two kinds of daughters †¦ obedient or follow own mind! †¦ Only one kind of daughter can live in this house. Obedient kind!† (Tan 153). These â€Å"two kinds† of daughters suggest Suyuan’s cultural expectations and customs which  contributes to the cultural net; her shouts in Chinese cause the communicational net, ending with the mother and daughter struggle. June responds with a devastating proclamation, leaving her mother, like her hopes, â€Å"blowing away like a small brown leaf, thin, brittle, lifeless.† As a result of June’s iron-will to assert her individuality, she fails her mother many times in the following years, including at a crab dinner twenty years later in â€Å"Best Quality.† At the beginning of the meal, everyone selects a crab until the last two are left for Suyuan and June. June, thinking it is the best and right thing to do, opts for the worst crab. However, Suyuan insists she take the better of the two crabs: â€Å"I knew I could not refuse †¦ that’s the way Chinese mothers show they love their children, not through hugs and kisses but with stern offerings of [food],† June recalls (232). This poignant moment is halted as the generational and cultural conflict between Suyuan and June intensifies during the crab dinner. During the meal, Waverly and June begin to bicker. However, Waverly gets the best of June, embarrassing her in front of her friends and family. Even worse, June remembers her mother telling Waverly, â€Å"True, cannot teach style. June not sophisticate like you. Must be born this way.† June laments not only is she humiliated, but â€Å"betrayed† by her mother (Tan 232). This bitter and oppressive remark strengthens the mother/daughter conflict. There are moments of redemption in both stories, however. In â€Å"Two Kinds,† Suyuan offers the piano June played when she was a child, while in â€Å"Best Quality,† she gives June a jade pendant with a poignant message about her life’s importance. After these offerings many years later, Suyuan and June finally come to an understanding. For June’s thirtieth birthday, Suyuan decides to give her the piano she played as a child in â€Å"Two Kinds.† After their climactic argument at the piano bench, Suyuan never mentions June’s piano lessons again. This lack of communication seals the distance between mother and daughter. Once Suyuan closed the lid to the piano, June reflects the lid not only â€Å"shut out the dust and misery† but her â€Å"mother’s dreams† as well. Many years later, the birthday offer surprises June, feeling the offer was a â€Å"sign of forgiveness, a tremendous burden removed† (Tan 154). Suyuan’s generous gift opens an understanding between herself and her daughter. June takes this offer as a sign of not only forgiveness, but hope for a better relationship with her mother. Hope rekindles as June recalls, â€Å"after that, every time I saw the piano in my parent’s living room †¦ it made me feel proud, as if it were a shiny trophy I had won† (Tan 602). Similarly, â€Å"Best Quality† suggests reconciliation and an opening to June’s general sense of self. For example, upon giving June the jade pendant, Suyuan launches into a heartfelt message, â€Å"For a long time, I wanted to give you this necklace. See, I wore this on my skin, so when you put it on your skin, then you know my meaning. This is your life’s importance.† In this instance, June begins to understand herself, even if she does not fully understand her mother’s words. She implies her understanding by reflecting, â€Å"Although I didn’t want to accept it, I felt as if I already swallowed it† (235). The mother/daughter relationship mends further when June asks her mother, â€Å"what if someone else had picked that crab?† Her mother smiles and responds with â€Å"Only you pick that crab. Nobody else take it. I already know this. Everybody else want best quality. But you? You thinking different. Waverly took best quality crab, you took worst. Because you have best quality heart. You have style no one can teach, must be born this way† (Tan 234). This powerful, poignant message from mother to daughter mends the generational and cultural gaps poisoning the relationship. Thus, in â€Å"Two Kinds† and â€Å"Best Quality† there is a healing process with understanding but not before a cultural conflict can plague the relationship. Finally, the communicational and cultural barrier between mother and daughter almost breaks, broadening June’s understanding of her life’s importance and Suyuan’s hopes. The communicational barrier shatters completely when June reaches an epiphany in â€Å"Two Kinds.† As June begins to see Suyuan in a new light after the subtle offering of the piano as a sign of closure, she is revitalized and mature. After tuning the piano, June begins to play â€Å"Perfectly Contented,† the melody she butchered so many years ago during the talent show fiasco. She then notices â€Å"Pleading Child† next to it. As June recalls, â€Å"†Pleading Child† was shorter but slower; â€Å"Perfectly Contented† was longer but faster† (Tan  155). Finally realizing they are two halves of the same song, June becomes wiser. The two halves of the song serve as a metaphor about life to highlight the relationship between mother and daughter (Shen 244). The mother/daughter relationship involves two kinds of phases: a phase of barriers and a phase of maturity, understanding and redemption, the key ingredients to destroying cultural and co mmunicational obstacles. June’s epiphany shatters the communicational barrier, as she finally understands full-heartedly she is in another phase of her life, where the good intentions and hopes her mother have for her are genuine and true. A similar theme is portrayed in â€Å"Best Quality†, where June’s sense of self is truly realized. After her mother dies, she notices her father does not eat well. Without realizing it, she is already making the same dishes her mother used to make for her father. As she cooks the dish, she remembers her mother mentioning how hot things restore the spirit and health (Tan 235). June begins to realize her cooking is not only restoring her father’s spirit and health, but the spirit and health of her Chinese identity. In essence, she is slowly becoming like her mother, the same woman she resisted for many years. This duality is further accentuated when she hears the tenants upstairs. â€Å"Even you don’t want them, you stuck†, her mother says. June finally understands her mother’s meaning (Tan 236). Again, not only can she finally understand her mother, she begins to become her mother, feeling the regret of having noisy tenants. Finally, she fully becomes aware of her Chinese identity when she mimics her mother’s discontent for the tomcat on her windowsill: â€Å"†Get away from there!† I shout, and slap my hand on the window three times. But the cat just narrows his eyes, flattens his one ear, and hisses back at me† (236). This illustrates June’s moment of awakening. She is truly like her mother as she remembers Suyuan’s complaints, the same three slaps of the hand and finally, the same hissing as a retort. June recognizes her mother’s traits and how they shape her, thus completely shattering the cummunicational and cultural barriers between them. As a result of communicational and cultural barriers, June and Suyuan endure a stressful relationship. Although the conflicts between June and Suyuan are bitter and cold, there is a moment of forgiveness and reconciliation. â€Å"Two  Kinds† implies without a struggle for identity and understanding, one cannot live the two halves of human experience. Illuminated by her mother’s words, June begins to understand her life’s importance and herself as a Chinese-American. â€Å"Best Quality† depicts that understanding and how parental guidance combined with cultural experience can create character and, above all else, identity. Life exists in antitheses and paradoxes. Joy and sorrow, love and hate, pleasure and pain, success and failure, guild and redemption are all inextricably intertwinced as part of the human experience, each making the alternative possible. Tan’s â€Å"Two Kinds† and â€Å"Best Quality† reveals the human experience through a mother and daughter conflict going through two kinds of phases, a communicational and cultural barrier creating the conflict and the best qualities of one’s identity healing a broken relationship.