E-Money: Affecting Canadian Commerce Essay -- Economics Economy Essays

E-Money Affecting Canadian Commerce The text Out of Control, by Kevin Kelly, is an exciting description of the future as seen by the author, a journalist and optimistic technologist. The predictions presented must certainly be taken as entertaining reading that are intended to inspire visions of the future. The predictions of Kelly have already proven to be inaccurate in the quartet years since publication. The most glaring example of this is electronic commerce. Canada is quickly becoming a leader in electronic commerce, through with(predicate) online banking and groom payment purchases. The coming cashless society presents several opportunities and problems that were not previously available in the paper money creative activity. Canada is now foremost in the world of electronic commerce. The Interac Network is the busiest per capita on Earth. Interac, backed by the Inter-Members Association, is a conglomerate of financial companies who, 14 years ago, agreed to share technology and a national computer network in order to facilitate the introduction of ATM machines. The astounding success of automated banking and shared cash distribution inspired direct payment. According to Interacs web site, in 1998 over 1 billion direct payment purchases were made in Canada. Thats 32 purchases a second, 24 hours a day, for the absolute year In Kevin Kellys Out Of Control, Kellys flair for dramatic exaggeration is accompanied by unrealistic predictions that I find amazing when considering they were made only four years ago. Kelly predicts that the use of bank issued debit cards will die on the drawing board because of lack of privacy, cost of cards, and fees for use. The Interac network, caught in what Kelly refers to as the facsimile machine mach... ...e resulting answers will change how our society operates on its most basic economic level. As we approach a Canada ruled by e-money, it will become progressively interesting to study the changing iss ues in privacy, encryption technology, banking ethics, and government control. Works CitedElectronic Frontier Canada http//insight.mcmaster.ca/org/efc/efc.html Kelly, Kevin. Out of Control The New Biology of Machines, Social Systems, and the economic World. Don Mills Addison-Wesley Publishing Company, 1994. The Mondex Scenario Transcript. Toronto CBC Television, March 27, 1997. Rowan, Geoffery. Encryption issue hoists Ottawa onto a tightrope. Toronto The Globe & Mail, April 22, 1998. RSA Data Security, Inc. Web Page http//www.rsa.com Tanaka, Tatuso. Possible frugal Consequences of Digital Cash. First Monday, 1996 (2).

Surplus :: essays research papers

Due to outstanding economic times we now face a federal budget surplus. This surplus is the first one since the mid sixties. forward now we confound been in a federal deficit. Because our good situation we are face with a tough decision what do we do with the senseless money. Some people think we should put the money in government programs others think we should give it okay to the people who gave the government the money. Giving the money back to the taxpayers appears to be the most logical thing to do with the surpluses.The government has a moral obligation to give the money back to the taxpayers. The government does not have anything to exit the money on now. Just because we have the money doesnt mean we have to spend it. We do not command to search for programs to spend our money on. Therefore we must give back the money while we still have it.Tax rates are at an all-time peacetime high. When electric chair Clinton took office, federal Taxes consumed 17.8 cents out of ev ery dollar earned in the United States. Now the federal Governments take is 20.6 cents out of every dollar. (USA Today) cipher projections indicate that over the next ten years, the federal government will have huge budget surpluses totaling about $3 trillion. If we have a surplus at a high tax rate, why cant the government take what it needs and debase the tax rate?We need to lower taxes to a rate where the government does not take more than it needs. An example of how these types of practices are unheard of anywhere else is as followed If I were to go to a wedge and ask for a car loan of $10,000 and the car only costs $8,000 the bank would demand that I lower the loan amount to $8,000. Then I might say, I can find other things to spend the $2,000 on. The loan officer would laugh and say, Im sure you could but I cant give you more that you need. The people who oppose cutting taxes clearly believe that the money generated by federal taxes actually belongs to the federal governmen t. some of us who want the government to give the money back to the people believe that the money belongs to the people who paid the taxes and if they are paying more than we need to run the government, we should give it back.

Tissue Engineering Muscle by Micropatterning for Therapeutic Transplant

Tissue Engineering Muscle by Micropatterning for Therapeutic TransplantationThere is growing raise to treat patients with inherited or acquired muscular disorders by transplantation of cells to the site of dysfunction to restore normal function. One candidate cell source is pinched energy, which can be harvested from surrounding meanders for cell culture before injecting into the site of dysfunction. However, this treatment may not be practical because harvesting skeletal muscle may lead to significant muscle loss and increased susceptibility to infection. One effective way to develop the needed create from raw stuff is through tissue engineering. Tissue engineering is the development of molecules, cells, tissues, or organs to replace or support dysfunctional body parts. Myoblasts, which are muscle precursor cells, a melodic line on stem cells found in muscle, are a promising cell source for tissue engineering because they play an active role in regenerating muscle due to inju ry. Normally quiescent, myoblasts respond to muscle injury by rapidly proliferating and then differentiating, which results in the fusion of neighboring myoblasts into myofibers. Myoblasts can be easily cultured in vitro and are capable of forming muscle. Since myoblasts have the potential to differentiate into muscle fibers, they show tremendous promise for developing muscle tissue that can be used to for cell transplantation and tissue engineering. By creating an effective means of engineering muscle tissue, clinici...

netherlands :: essays research papers

Netherlands Location Western Europe, bordering the North Sea, between Belgium and Germany Geographic coordinates 52 30 N, 5 45 E Map references Europe Area total 41,526 sq km land 33,883 sq km water 7,643sqkmArea - comparative slightly less than twice the size of New jersey Land boundaries total 1,027 km bordercountriesBelgium 450 km, Germany 577 km Coastline 451 km Maritime claims exclusive fishing zone 200 NM territorial sea 12 NM Climate temperate marine cool summers and mild winters Terrain mostly coastal lowland and reclaimed land (polders) some hills in southeast Elevation extremes last point Prins Alexanderpolder -7 m highest point Vaalserberg 321 m Natural resources natural gas, petroleum, arable land Land use arable land 25% permanent crops 3% permanent pastures 25% forests and woodland 8% other 39% (1996 est.) Irrigated land 6,000 sq km (1996 est.) Natural hazards flooding Environment - current issues water pollution in the form of heavy metals, organic compounds, and nu trients such as nitrates and phosphates air pollution from vehicles and refining activities acid rain Environment - international agreements party to channelize Pollution, Air Pollution-Nitrogen Oxides, Air Pollution-Persistent Organic Pollutants, Air Pollution-Sulphur 85, Air Pollution-Sulphur 94, Air Pollution-Volatile Organic Compounds, Antarctic-Environmental signed, but not ratified Biodiversity, Climate Change-Kyoto Protocol Geography - note located at mouths of three major European rivers (Rhine, Maas or Meuse, and Schelde) Netherlands People Top of Page Population 15,981,472 (July 2001 est.) Age structure 0-14 years 18.38% (male 1,501,925 female 1,436,017) 15-64 years 67.9% (male 5,518,575 female 5,333,442) 65 years and over 13.72% (male 899,052 female 1,292,461) (2001 est.) Population growth rate 0.55% (2001 est.) Birth rate 11.85 births/1,000 tribe (2001 est.) Death rate 8.69 deaths/1,000 population (2001 est.) Net migration rate 2.34 migrant(s)/1,000 population (2001 es t.) under 15 years 1.05 male(s)/female 15-64 years 1.03 male(s)/female 65 years and over 0.7 male(s)/female total population 0.98 male(s)/female (2001 est.) Infant fatality rate rate 4.37 deaths/1,000 live births (2001 est.) Life expectancy at birth total population 78.43 years male 75.55 years female 81.44 years (2001 est.) Total profuseness rate 1.65 children born/woman (2001 est.) human immunodeficiency virus/AIDS - adult prevalence rate 0.19% (1999 est.) HIV/AIDS - people living with HIV/AIDS 15,000 (1999 est.) HIV/AIDS - deaths 100 (1999 est.) Nationality noun Dutchman(men), Dutchwoman(women) adjective Dutch Ethnic groups Dutch 91%, Moroccans, Turks, and other 9% (1999 est.) Religions Roman Catholic 31%, Protestant 21%, Islamic 4.4%, other 3.6%, unaffiliated 40% (1998) Languages Dutch total population 99% (2000 est.

Animal Testing is Unnecessary and Cruel Essay -- Animal Testing, Anima

Carrots the rabbit has been under experimentations for almost all of his life. He has to suffer so someone can lave his or her hair. The makers of Dove shampoo are probably going to shove shampoo down his throat his reaction to it. Even if the rabbit lives through the experiment, on that point still going to kill him to see what happened to his organs. If this were a human being experimented on, people would be mesmerized. Scientist are debating whether shoving shampoo down a rabbits throat is effective. examen on animals is a highly disagreeable process that should not be allowed. An animal is a living thing and so is a human. They eat, sleep, and live their life. Animals choose rights. Why is it allowed that animals have to suffer so a human can use Windex? It has been proven that animals are s...

Same-Sex Marriages :: social issues

Same-Sex Marriages Same-Sex Marriages (Should it be all(a)owed? Should it hold children?) If a man lies with a man as cardinal lies with a womanhood, both of them have done what is detestable. They must be put to death their declination will be on their heads.- Leviticus 2013. Do you non k presently that the wicked will non inherit the kingdom of God? Do non be deceived ......homosexual offenders.....will not inherit the kingdom of God.- 1 Corinthians 69-10. Do not lie with a man as one lies with a woman that is detestable.-Leviticus 1822. According to the Bible same-sex marriages would be immoral and sinful. universe gay and loving another psyche is certainly not illegal, but uniting that span in marriage is not only rejected by most of society but also by Judaism, Christianity and Islam. As a Christian I find same-sex marriages unacceptable, but I know that not all people believe in the Bible and we do have freedom of religion in the US . Courts in Hawaii would not allow same-sex marriages and that is now being looked at as unconstitutional. Not allowing the marriages discriminates against certain groups that are United States citizens and that is unconstitutional. Even though I dont approve of same-sex marriages, according to our laws at that place is really no reason why the marriages shouldnt take place. But I do think there should be limitations. Marriages of the same-sex should not involve children. in that respect is no natural way that two people of the same-sex could possibly have children of their own and should not be assumption custody of a child or the ability to adopted a child. Governor Wilson, California republican is proposing to ban Second-parent adoptions, which in the foregone have been approved. These regulations would require marital status to be given to the Department of Social Services. I dont believe that gay parents will cause such a child to be gay. But all things being equal, I do believe that child is being deprived of crucial, necessary two-sex ingredients essential in parenting. That it takes a man and a woman to produce that third person is the most basic proof that a child needs both a florists chrysanthemum and a daddy. Children who have parents of the same-sex would be unbearable harassed by other children and considered an outcast. An innocent child put in a situation that would be emotionally stressful for most of their youth-there is no need.Same-Sex Marriages social issuesSame-Sex Marriages Same-Sex Marriages (Should it be allowed? Should it involve children?) If a man lies with a man as one lies with a woman, both of them have done what is detestable. They must be put to death their blood will be on their heads.- Leviticus 2013. Do you not know that the wicked will not inherit the kingdom of God? Do not be deceived ......homosexual offenders.....will not inherit the kingdom of God.- 1 Corinthians 69-10. Do not lie with a man as one lies with a woman that is detestable.-Leviticus 1822. According to the Bible same-sex marriages would be immoral and sinful. Being gay and loving another person is certainly not illegal, but uniting that couple in marriage is not only rejected by most of society but also by Judaism, Christianity and Islam. As a Christian I find same-sex marriages unacceptable, but I know that not all people believe in the Bible and we do have freedom of religion in the US . Courts in Hawaii would not allow same-sex marriages and that is now being looked at as unconstitutional. Not allowing the marriages discriminates against certain groups that are United States citizens and that is unconstitutional. Even though I dont approve of same-sex marriages, according to our laws there is really no reason why the marriages shouldnt take place. But I do think there should be limitations. Marriages of the same-sex should not involve children. There is no natural way that two people of the same-sex could possibly have children of their own and should not be given custody of a child or the ability to adopted a child. Governor Wilson, California republican is proposing to ban Second-parent adoptions, which in the past have been approved. These regulations would require marital status to be given to the Department of Social Services. I dont believe that gay parents will cause such a child to be gay. But all things being equal, I do believe that child is being deprived of crucial, necessary two-sex ingredients essential in parenting. That it takes a man and a woman to produce that third person is the most basic proof that a child needs both a mommy and a daddy. Children who have parents of the same-sex would be unbearable harassed by other children and considered an outcast. An innocent child put in a situation that would be emotionally stressful for most of their youth-there is no need.

“Catcher in the Rye”: Not a Bildungsroman Essay

Bildungsroman a feeler-of- progress novel. Many critics and readers alike have argued that JD Salingers Catcher in the rye whisky is a superb example of a bildungsroman. The novel is a narration by Holden Caulfield, a troubled and mentally unstable sixteen year-old that has just been expelled from his after part prep school. Holden, who is undergoing treatment in a mental institution, recounts the story of his mental breakdown and the events leading up to it. He concludes the story with brief hints at his recovery. though one assumes that Holden is receiving and responding to treatment, his attitude and tone are unchanged throughout the novel.If the protagonist has not matured since story began, how can Catcher in the Rye be considered a bildungsroman?The novel opens with Holden carelessly tossing around the fact that he has been expelled from Pencey Prep (page 2). Though Holden has previously been kicked out of three other prestigious schools, he is in all apathetic about the si tuation. He has no drive no concern or outlook for his future whatsoever. Even after everything that Holden experiences throughout Catcher in the Rye, his attitude is unchanged at the conclusion and what school Im supposed to go to next fall, after I get out of here, but I dont know like it. I really dont. That stuff doesnt interest me too much right now (page 213). That statement unequivocally proves that Holden has not matured at all.Contemptuous, bitter, faultfinding(prenominal) allow in your pick. Each word describes Holden to a tee not just in the beginning, but throughout the entire narration. Holden is constantly judging everyone he comes into run across with. He speaks about Mr. Spencer (page 10), a professor at Pencey Prep, in the same patronizing tone that he describes a particular psychoanalyst with (page 213). Though the events take place several months apart, Holdens attitude is consistent. He continues to have a cynical, patronizing, and overall pessimistic outlook on people and life in general.If Holden is just as immature and mentally undeveloped at the end of the novel as he was at the beginning, how can one argue that he has come of age? Having a mental breakdown and needing treatment for said breakdown may very well be considered a rite of passage. However, to be considered a coming of age story, Holden would need to be changed for the better because of hisrite of passage. One can clearly tell from his consistency in tone, attitude, and maturity level (or lack thereof) that Holden has not changed in the least. Though many critics and readers alike have claimed Catcher in the Rye to be an excellent bildungsroman, there is certainly a strong program line to be made against this claim.Catcher in the Rye By JD Salinger (1951)Pamela Hunt Steinle (2000). In Cold Fear The Catcher in the Rye Censorship Controversies and postwar American Character. Ohio State University Press.

How to Properly Inform an Employee Regarding Their Evaluation Performance Essay

The topic scenario chosen is regarding an employee, Maria of Latino ancestry, who filed a complaint that she was unfairly eliminated for consideration of a forwarding because of her distinctive accent. The current employee is a second-generation native-born American citizen, holds a graduate degree, have been employed with the company for 10 years and in her current position for seven years. Another employee, Alex an Anglo, is considered for the promotion instead of his fellow co-worker Maria.He holds a graduate degree, but has less time in the same position. He has been evaluated to show signs of advancement and ambition, as well as have a better job evaluation. Maria indicates that she is the only employee of race, color and sex in her current department. She accuses her supervisor, who is a white male, of cosmos bias and claims that was the reason for her lower evaluation. She stated that her supervisor informed her that she was not considered for promotion due to the fear that their clients would have trouble understanding her accent.She alleges that the company is savoury in discriminatory practices. The company argues that Maria is a good employee but is often loud and aggressive in her approach to co-workers and supervisors and has had some problems with attendance and tardiness. doubly her supervisor has counseled her for tardiness, and once for absence, which each time she gave family problems as reasons. She justified that in each case a family member needed help and it was her duty to be there for the family member.When the issue of accent was introduced, it was acknowledged that it was a major consideration but was not because of discrimination. Maria often spoke very rapidly, and her accent do understanding difficult when she did. The company alleges that the ability to communicate clearly was an essential component of the job in question. This topic scenario was chosen so that managers or supervisors train how to properly address an employee regarding their evaluation results.This topic is important to the study of cultural diversity because due to globalization, managers and supervisors will eventually come across multiple heathenish groups with different cultural backgrounds and nationalities. It is crucial for managers or supervisors to communicate and successfully solve conflict among diverse ethnic employees within a company. The student will conceptualize to find how a manager or supervisor should determine what course of action is appropriate when conflict has risen about race, gender and accent in a company.Information about the EEOC and the law pertaining about this case will be introduced. Evaluation of the steps taken in this scenario will be explained as well as solutions, if any, will be attached to properly execute effective communication. Statistical data will be presented about the increase of Latino occupation in the United States as well as gender in the workforce. Solutions on to how improve the company and its managers or supervisors will be given in order to prevent future unintentional discriminatory processes.

Reebok Marketing Plan

Reebok Realflex By The Breezers Mannan Wu Abbey Barnes Chase Carraro Mohammed Baamer Deborah Dani Dylan By The Breezers Mannan Wu Abbey Barnes Chase Carraro Mohammed Baamer Deborah Dani Dylan Final trade localizeing Plan professor Quinlan-Wilder November 16, 2011 Marketing 2800 Professor Quinlan-Wilder November 16, 2011 Marketing 2800 Executive Summary Reebok prides itself on creating harvestings to enhance athletic major king. Upon formation of the play along, Reebok has been dedicated to making athletes faster. Since then(prenominal), Reebok has evolved into the worlds second largest producer of athletic app arl and is a leader in the app arl indus demonstrate.Now Reebok go out pave the way with its answer to the latest craze in fitness and in cart track. The Reebok Realflex come in out dominate the competitor by dint of and through altering some aspects of the securities industrying mix and introducing the Realflex raiment as a hefty shoe meant to better con sumer fitness. fetching into consideration the fig up analysis, which pin flowers Reeboks can im analyse and the things Reebok argon already doing well, the nates grocery stores can be better identified and the merchandising mix can be better modified. When take ininging at target trades, Reebok has narrowed its securities industrys to college aged adults interested in maintaining fitness, and individuals between 40-65.To the younger target market, Reebok emergencys to convey enhancing the athletic instruction execution. To the maturation universe, Reebok needs to establish that spend their product provide enhance health. By modifying its current marketing mix Reebok can meet the needs of consumers. Price provide be at the median range of shoe tolls as that makes the closely sense for our target markets. Reebok indispens aptitudes to proffer an affordable shoe that does non cost as much as other b atomic number 18 instauration caterpillar track fit out, but of fers all(prenominal) the health benefits of inbred ravel. How of all time, too low of a expenditure lowers the survey of the product in the minds of buyers and testament be detrimental to business.While scathe plays an central role in marketing the Reebok Realflex, placement of the product will be where Reeboks disceptation is located. The garment will be placed in major chains, interchangeable Dicks Sporting Goods, Sports Authority, and Reebok stores themselves. In addition, Reebok will propose to give pairs of clothe to major gym chains, similar 24 Hour Fitness, and let the trainers try the product as a way to recommend it to the desired target markets. When the clothe are in displays, the Realflex must be front and center to grab consumer attention from the moment they enter the store.Aside from wrong, promotion of the product will be wholeness of the most vital keys to the Realflex success. Reebok will reposition themselves in the mind of their desired consumers . Though Reebok often uses testimonials and vibrant color to catch attention, the spick-and-span promotional scheme will besides contract on the concern that Reebok has for the health of consumers and for enhancing their proceeding. In many ways the raw promotional dodging relies on correcting previous errors of the company (Easy beef up) and in a discrete way build trust among consumers who use Reebok products and shape them into loyal repeat customers.The most important comp atomic number 53nt of the marketing mix is the product. Reebok has created a product for the sheer purpose to better the health and improve the athletic ability of consumers. It is clear that Reebok believes in the product it has created. in that location is science to uphold the fact that natural lead play has numerous health benefits and does enhance athletic performance. Reebok has made a product where science meets flair, and satisfies the needs of consumers. It is imperative that Reebok conv ey this actual center to consumers.Doing so will build Reebok into a better business, increasing its market share, overall growth and profit. Table of Contents Introduction3 Situational Analysis4 The Company4 watercourse Marketing Mix4 Features and Benefits5 Current Product Life Cycle5 The Industry5 Environmental Forces7 controversy8 SWOT Analysis11 Critical events and Marketing Objectives13 Segmenting, Targeting, and Positioning14 Segmenting14 Targeting14 Positioning17 Positioning Statements18 MarketTrak incision26 Conclusion28 Appendices29 concomitant A Competition Table29 Appendix B SWOT Analysis30 Appendix C Positioning Map 1 College Students31Appendix D Positioning Map 2 Baby Boomers32 Appendix E RealFlex Packaging34 Appendix F Magazine Advertisement35 Appendix G Billboard Advertisement36 Appendix H Pro-nation Advertisement37 Appendix I Billboard Advertisement38 Appendix K Glossary of Terms45 Bibliography46 Introduction The footwear industry is a competitiv e market. two important components in this industry are the quality and marketing of the products. Reebok is a company with a long history in the footwear market and a marketing mix makeover for RealFlex could real well put the company back on leave.By increasing the focus on the health benefits for older timess and aesthetically satisfy innovation for younger propagations, Reebok will be able to cover wider demographics, thus increasing sales. This is a product which needs to be on the feet of consumers, because once that happens the footwear will speak for itself. The remainder of this marketing plan is organized as follows First, it will examine the company of Reebok and its background in the athletic shoe industry. Then, this plan will discuss Reeboks major competitors and fully describe its SWOT analysis.Next, this plan will look at the starting signal part of the proposed marketing scheme, to imply the proposed ideas for segmenting, targeting, and view of the RealFle x home. Finally, the plan will be concluded with ideas for the proposed marketing mix plan of this product and then a re-emphasis of why this plan will attention RealFlex become Reeboks number one shoe. Situational Analysis The Company The Mission at Reebok is to be on the cutting-edge of sport and lifestyle products built upon a watertight heritage in sports (Reebok, 2011).Reebok strives to challenge convention and lead through creativity and cause been doing so for over 100 years (Reebok, 2011). The company was founded on one important value in the 1890s, helping athletes run faster (Reebok, 2011). Since then the main vision has been to help athletes fulfill their potential (Reebok, 2011). Reebok is an American- inspired globular brand, which celebrates individuality of the athlete duration also helping the athlete to obtain goals they once thought unattainable (Reebok, 2011). Reebok is a subsidiary of Adidas Sportswear. Current Marketing MixProduct and set RealFlex Footwea r is a Reebok innovation designed to give the foot a unshoed feel through natural movement while providing the comfort of a high-quality streamlet shoe (Businessweek, 20011). RealFlex sustains 76 independent sensors on the bottom of the shoe which are designed to naturally conform to the motion of the foot (Businessweek, 2011). This engineering allows the foot to be 20% lower to the ground, which helps to re-create the feeling of bare feet (Tuttle, 2011). The RealFlex is priced at retail for $89.. 99, which Reebok feels is an affordable and fair price for this graduation-of-its-kind shoe (Businessweek, 2011).Promotion and Placement Advertising for this shoe has been centered on the 76 running buddies or tread sensors, which make for natural movement of the foot (Reebok, 2011). RealFlex is also advertised to make the customers running style more pure through the barefoot feel. These tog have been advertised through a commercial ad campaign which digitally animates the 76 runni ng buddies as trail-running enthusiasts (Reebok, 2011). These garb can be purchased online at Reebok. com as well as through various large-chain department stores such as Dillards, Nordstrom and Macys.Features and Benefits The RealFlex offers customers many assorted features. The top feature of the footwear lies in the sole of the shoe where there are 76 individual tread sensors. Other features include light tip materials, breathability, and the ability for customers to create their own pair of plaza. The benefits, or how the shoe actually helps the customer, are primarily establish around the fact that RealFlex is a minimalist shoe. The barefoot technology featured in this footwear has been proven to strengthen legs so that runners can run faster for longer.Since this is a barefoot shoe, runners get all the benefits of running barefoot without extra damage to their feet. Current Product Life Cycle Realflex has only been on the market for about seven months and Reebok is still attempting to win over the customers preference through current advertise, promotions, and word of mouth (Reebok, 2011). Although RealFlex technology is a new idea in the world of barefoot-style running lieu, this product is no longer in the growth stage. Athletic running shoes, including Realflex, are considered to be in the maturity stage.The Industry The United States footwear industry consists of makers of non-cleated rubber and flexible footwear that are meant for fitness and athletic purposes. The companies that are competing in this industry are dedicated to creating performance footwear so that they can give the customer more value and utility. Each company then segments its product lines to better satisfy the many different customer needs (Tufts University, 2006). However, there is significant overlap in the types of shoes that the athletic footwear industry shits.The athletic footwear industry is dominated by more than 230 manufacturers that make up over 50% of the market share (Hoovers Inc, 2006). However, there are only 19 companies that are actually competing in the athletic shoes industry. Reebok dominated the athletic footwear market until the late 1980s when Nike made its sudden rise to power (Tufts University, 2006). Considering to market share, Nike leads the pack and is projected to continue growing as it expands more into China and India (Woolsey, 2007). However, in 2005, Adidas merged with Reebok in an attempt to raise the stakes in the competition with Nike (Howard, 2005).Price is one of the four categories in the marketing mix. A good pricing strategy is vital to every company. in that respect are many different elements that can make for pricing such as unique technological product features, bad brand names, celebrity endorsements and higher(prenominal) quality materials (Walker, 2005). There are some brands of shoes that sell for more than $200, such as the Nike Michael Jordan 2011 shoes, and there are brands that sell for le ss than $50 (Nike, 2011). However, it is more common for shoes to sell for $85 $110 (Nike, 2011). Each companys promotional tactics bear differences and similarities.While Reebok started with the special goal of improving athletic performance with its hi-tech running shoes, Nike began by specializing in running shoes and has since formed its own running culture by sponsoring major running events like the Chicago Marathon (Reebok, 2011). In fact, athletic shoe companies sponsoring races ranging from small track meets to nationally elite races, such as the capital of Massachusetts Marathon, are quite common in this industry (B. A. A. , 2011). A company will attend one of these events in order to promote its product as well as to help give back to the community (B. A. A. , 2011).These events provide very good announce for the company and accession product visibility. Environmental Forces There are two types of environmental forces, macro and micro. Here, the macro environmental for ces that affect Reebok are examined. These forces consist of social, economic, technical, regulatory, and competitive. These forces are external and usually uncontrollable. Social Whether it is a kind in diet or an adoption of a fitness regimen, Americans are trying to improve their health. Sources say that Americans are exercising more, especially when compared to 2001(CNN Health, 2007).Health is becoming an American priority especially for younger generations (Saxena, 2010). Since fitness is becoming more of a lifestyle, running can be considered a growing trend. Fitness junkies and avid runners are starting to wear more and more natural running inspired shoes ( put-onston, 2011) The Reebok RealFlex is the response to this growing trend (Runners World, 2011). Economic With the economy pickings a major downturn, fewer Americans can afford costly gym memberships or personal trainers but still feel the need to be fit.Since the economy has been slow, Americans are turning to more a ffordable ways of exercising (Wilkes, 2011). One of the most affordable ways to get fit is to go running. There has been a bar in the sale of athletic shoes since the U. S. has begun to struggle more with the economy. In fact, there was a 3% increase in the sale of athletic footwear in 2010 alone (Lets Run, 2010). Technological Keeping up with the technology involved in running is a constant concern for ripe companies since the type of shoe a person wears can affect their performance.The weight of a shoe can affect the stride and culture of the muscle (Runners World, 2011). The weights of shoes are also believed to affect races times and can mean the difference between a win and a loss (Lovett, 2010). It is imperative that athletic shoe companies are innovative in providing products that really do improve athletic performance without compromising the health of the consumer. Regulatory Two regulatory entities that should be considered are the Federal treat Commission (FTC) and th e Securities and Exchange Commission (SEC). The actions interpreted by the FTC and SEC are meant to protect consumers.Reebok recently settled a dispute with the FTC regarding false advertising of its Easytone shoes (Forden, 2011). This dispute was because Reebok claimed that its Easytone shoes were proven to actually strengthen buttock muscles by 28% and build calf muscles by 11% (Forden, 2011). The finalization of the dispute terminate up costing Reebok $25 million (Forden, 2011). Competitive In terms of competition there are significant barriers to entry, especially with light-weight performance shoes. Many companies are foc employ on making light weight shoes a core competency.However, the question of which company has greater competitive advantage in the market is yet to be determined. Vibrams, the creator of the original natural running shoe, set up its web site to highlight the scientifically proven health benefits of natural running (Pain from Running, 2011). Additionally, N ike dominates the athletic apparel industry and pioneered the way for performance shoes when Bill Bowerman use his wifes waffle iron to make the get-go prototype of his own light weight shoe (Vann, 2011). Competition Reebok faces fierce competition from all sides.The athletic shoe industry is quite large and very competitive. Reebok receives most of its competition from Nike. In addition to Nike, Reebok goes up once against Asics and rude(a) balance for direct competition, as these companies all sell shoes similar to Reeboks Realflex. Deckers exterior Corporation is considered indirect competition as it sells non-athletic footwear. Nike Nike is the number one producer of athletic shoes in the world. One of Nikes greatest strengths is brand wisdom and branding. Nikes slogan, Just do it, along with the famous swoosh, are known worldwide (Marketing Teacher LTD, 2011).Nike is continuously changing and updating its products and advertising. The company uses many different marketing strategies which are geared for several different target markets (Nike, Inc, 2010). Nike, like Reebok, does not manufacture the shoes it sells. Instead Nike hires subcontractors in other countries who manufacture the shoes. These manufacturers then ship the shoes to other companies to sell. This can be both a weakness and a strength for Nike. It is a weakness because of the dependency on the afield manufacturer. However, it is also a strength because Nikes money can now be sed for expanding its product line or on a new advertising campaign instead of on the purchase and upkeep of buildings (Marketing Teacher LTD, 2011). Asics In 2009 Asics celebrated the grand opening of its first stand-alone U. S. store located in advanced York (Asics, 2009). This store also featured the revolutionizing 3-D Foot ID to help the wearer become matched to the perfect shoe for them. The expansion of Asics in New York has allowed greater influence of the brand name across the U. S. , which has helped t o increase sales revenues (Just-Style, 2009).Asics just launched an all-out advertising campaign in 2011 that included TV, radio, Internet, print as well as being a co-sponsor in the ING New York Marathon (Fashion United, 2011). One of the weaknesses of this campaign is the dispro functionate focus on the overseas market compared to the U. S. market (Fashion United, 2011). Asics cash carry and net income had been falling slowly for several years and it needed to do something to improve clams. This campaign was extremely expensive but already Asics is promiseing a return from investment and an increase in its net income (Larmann, 2011).New Balance New Balances top strength would be the technology and innovation of its new products (New Balance, 2011). Every year New Balance creates a new and updated product with all the latest in technology. In addition, The New Balance Foundation has disposed(p) back more than $40 million to the community and non-profit organizations (New Balan ce, 2011). More than 50% of consumers want to purchase a product if they know that a portion of the profits will go to charity (Strahilevitz & Myers, 1997). New Balance relies on promotion through the sponsorship of races and fitness activities instead of using celebrity endorsements (Johnson, 1998).The strength of not using celebrities is that the price of the shoe will be less for the consumer since New Balance does not pay for the endorsements. However, the downside to this is that the younger generation is attracted to shoes that have been associated with top celebrities (Johnson, 1998). Deckers outside Corporation Deckers is an indirect competitor for Reebok because they do not specialize in athletic footwear but instead are focused mainly on high-quality sheepskin boots and sandals (Wikipedia, 2011). Deckers biggest strength is its quality. The company is focused on roducing very high-quality products while lowering the impact to the environment (Deckers, 2011). Deckers helps to lower the impact to the environment by using a lot of recycled materials for the creation of its products (Deckers, 2011). More than 30% of consumers want to purchase environmentally friendly products (American Express, 2010). One of Deckers weaknesses is that it has focused about 75% of its efforts in advertising to the U. S. This strategy has resulted in a higher market share for the US but a lower share across the nations (Deckers, 2011).Deckers is now working harder than ever to increase the sales of products in its overseas locations (Deckers, 2011). (See Appendix A Competition Table) SWOT Analysis A SWOT analysis is a critical portion of every marketing plan. It outlines the companys Strengths and Weaknesses, and the markets Opportunities and Threats that pertain to the product (Wikipedia, 2011). The SWOT analysis is an important step in planning as it outlines whether the information will assist the company in completing its objectives or if there will be an obstacle that must be moved first.Strengths The Reebok Realflex barefoot shoes have several strengths integral to the products current and future success. The Realflex is scientifically proven to reduce the risk of foot injury since it is made of strong materials that pass up distortion by weather and sharp objects (Sturtz, 2011). The Realflex has 76 independent sensors on the bottom of the shoe that adapt to all training surfaces and promote natural movement (India Infoline Ltd, 2011). Reebok also produces outfits to match the colors of shoes and color customization on new Realflex purchases to meet customers needs (Healthhabits, 2011).Reebok is one of the top athletic shoe companies in the U. S. with a market share around 20% and it has become more efficient through good corporate operation strategies aimed at restructuring and improving quality in the manufacturing process (Landrum & Boje, 2001). Reebok also prices its shoes to be around the average market price which helps to increase market share. Weaknesses One of the weaknesses of the company is that Reebok has no factories and depends on overseas manufacturers for production of its products, consequently posing a risk since the contracted industries could stealReeboks designs (Dunlap, 1925). Reebok owns few stores of its own but depends mostly on retail stores to order and refund the products, which at times can be slow. This strategy causes retailers who sell the products to wait long periods of time in front the products arrive, at which time they whitethorn not have the aforementioned(prenominal) popularity among customers (Hoovers, 2011). There are very few sponsors associated with Reebok which does not help to make it well known (Mercer, 1996). In addition, the company suffers from the previous release the Reebok Easytone, which claimed to tone legs and burn more calories while walking.This was actually revealed to be untrue by the American Council of fitness (Waehner, 2010). Essentially misleading consumer s can cause them to be restrained of the Reebok label and they may instead choose to shop elsewhere (Nickson, 2010). Opportunities There are several opportunities for Reebok, including expanding and reaching new markets with its new product. Reebok has the opportunity to appeal to mis kick the bucketle boomers creating a new market for its type of shoe. They are a generation interested in staying officious agent as they age.There is also the opportunity to market to brisk college school-age childs it all depends on how the product will be presented. There is also the opportunity for product development since Reebok has released a new product into the current markets. Threats There are many competitors offering a similar barefoot shoe product which is a threat to Reebok since competing companies, like Nike, are already established and globally recognized (Silva, 2011). In addition, technology is always changing and new products are continuously coming out into the market.The fa st change in technology goes hand in hand with how society is constantly changing its mind, which poses a great threat overdue to the companys low rate of technological attainment compared to the prevailing leaders (Kagz, 2001). Competing companies may introduce cheaper substitutes which the customers may opt to buy. Economic crises also pose another threat due to the weak purchasing power of the customers. As barefoot shoes are a want and not a need, the economic crisis may have people think in two ways before buying. See Appendix B SWOT Analysis) Critical Issues and Marketing Objectives Critical Issue 1 Leverage Point Healthy shoe (S) + New Market Baby Boomers (O) Natural Running shoes offer health benefits and by advertising to a new market like ball up boomers and the older generation (ages 40-65), Reebok has the chance to create a leverage point. Related Marketing Objective 1 Increase sales by 10% over the next year. strategically place the product in areas whose demograph ics reflect a baby boomer population. Have the product easily accessible to the target market.Critical Issue 2 timidity Previous Faulty Products (W) + Expanding the Market (O) Reeboks previous innovation in fitness, the Easytone, was proven to have no additional benefit to working out as they claimed. When Reebok does try to sell its product to a new market that may be more aware of Reeboks previous mistake they may have no interest in purchasing the new technological innovation the RealFlex. Marketing Objective 2 Focus on the health benefits of RealFlex over regular shoes. cross-file consumers that Realflex can help improve strength in leg muscles. Increase shoe health awareness by 15% indoors one year.Critical Issue 3 Vulnerability Healthful brake shoes (S) + Changing shoe Technology (T) Reebok RealFelx shoes face vulnerability in the sense that while it may be producing shoes with health benefits, the competition could be offering shoes with even greater benefits, such as Virb ram Five Fingers. Marketing Objective 3 lay down to consumers how much Reebok invests in its consumers best interests. Focus shoe marketing not only on the health benefits but how Reebok was able to pioneer the light weight shoe industry with its sensors on the bottom of the shoes.Segmenting, Targeting, and Positioning Segmenting Some of the possible ways of target segmentation for the Reebok Realflex shoes are geographic, demographic, psychographic, and behavioral. The geographical segmentation would focus on those consumers in the urban and suburban locations due to the high influence of social media. The demographic segmentation could target consumers with a yearly household income of greater than $35,000 as well as particular(prenominal) age groups, such as ages 18 44, as many purchasers of running shoes are ages 18 44 (Marginy Research Group, 2000).Reebok could also focus on the psychographic segmentation portion and gear it toward consumers who admire adventure and outdoo rs activities. Reebok decided to segment the markets into two separate groups. The first target market will focus on geographic and demographic segmentation. This market will include college students between the ages of 18-24 who are adventurous. The second target market will focus on demographic and behavioral segmentation. This market will include those consumers who are in the older generation, like baby boomers. The older generations want to stay healthy and get into shape.The Realflex is perfect for this need, as the barefoot qualities of the Realflex strengthen legs and keep runners healthy. Targeting Target Market 1 The target market is for adventure pursuance and active college students between the ages 18 and 24. These targeted college students usually reside in urban and suburban areas. The focus on these geographical locations is due to the idea that consumers in exceedingly populated areas, such as a city, are more driven by the social media that surrounds them (Thomps on, 2009). The targeted psychographic market segments are geared toward those consumers interested in competition and adventure.Reebok wants consumers who want the shoes they wear to be able to handle anything during their fitness routine. Americans who have adopted the lifestyle of Fit Consumers are risk-takers with an adventurous outlook on life. Fit Consumers retain a taste for adventure as they age (Packaged Facts, 2007). The Realflex is a high-quality running shoe that is able to satisfy the needs of competitive, driven college student runners. The Realflex weighs only 8. 8 ounces for males and 7. 2 ounces for females (Jhung, 2011). This reduction in weight helps shave off seconds on a runners time.This gives the runner a competitive advantage over those runners who are not using lightweight shoes (Jhung, 2011). These students are always facial expression for the next best thing to own, especially when it comes to shoes (Trend Watching, 2011). They want high-quality, lightweigh t shoes for a great price. Students also want to know that the product they buy and wear is something that will help improve their rest in society (Trend Watching, 2011). Reebok can give that customer value, and more, to this target market. The college student target market is 18. 6 million, which is a 22% increase over the expire 8 years alone (Davis & Bauman, 2011).With a larger target market there will be a higher cost to reach the audience. However, with a slight increase in advertising geared toward this growing market, Reebok will be able to reach this group and increase sales by 10% within 1 year. (See Appendix C Positioning Map 1 College Students) Target Market 2 Aside from the younger generations, baby boomers and the aging population (40-65) are looking to preserve as well as better their health. Reebok wants to attract the consumers who will find its product integral to the way they want to look and feel as these consumers will place a high priority on their health (Pa ckaged Facts, 2007).They consider running part of a healthy and active lifestyle. Studies suggest that baby boomers and aging populations are much more active than they used to be. In 2005, baby boomers comprised one fourth of the health club memberships (msnbc, 2005). However, these consumers may not all be high users. Some of them may only visit the gym a couple of times a month or only run a few miles a week. Baby boomers are redefining what it heart and soul to retire and enjoy old age, they are not anticipated to weed to an age segregated community and many will apparent continue working in some capacity (Brandon, 2010).However not all Boomers have a high disposable income in fact, they are considered a sandwich generation were they are assisting their own parents while financing their childrens educations. With Boomers still maintaining busy entry it is also important to consider the usage rate that would justify the purchase of Reebok Realflex shoes. They may seem themsel ves needing a healthy shoe meant for their variations in fitness regimen. This same need can be applied to the aging portions of the population. The trend of healthy living is catching on and the market for cathartic products, like quality running shoes will continue to grow.In consideration to Critical Issue 1 of advertising to the market of baby boomers, the Realflex shoe has a considerable leverage point given that it is a scientific fact that natural running shoes offer health benefits. It is also a fact that light weight running shoes are built to endure fewer miles because they offer less cushioning however they offer health benefits like a natural running sensation(Run/Split, 2011). It is the use and health benefits that are more likely to draw Boomers to the product. In regard to the marketing objective of increasing sales by 10% over the next year,Reebok plans to place its product in gyms by giving a pair to topical anaesthetic trainers to act as opinion leaders and inst igate boomers to purchase them. Reebok also plans to place the product in convenient places for purchases, such as mall outlets to increase product visibility as well as specialty stores. (See Appendix D Positioning Map 2 Baby Boomers) Positioning Beginning in 2009, Reebok started executing strategies in order to position its running shoes in a more technologically advanced, higher quality and flexible category which helps to differentiate the shoes from other athletic brands and place it toward the high-end footwear brands.Reeboks mission is to become an outstanding sport and lifestyle brand and offer many primary sports products (Adidas, 2011). In regards to the younger generation, there needs to be an emphasis on the fact that Reebok is a fashionable shoe to wear while either getting fit or just out taking a stroll. Reebok can position this product as being both quality and healthful by occupying the front window of athletic stores. While doing so may increase the cost of promot ion, it displaces a message to the younger generation that the product is popular, and at a minimum increases visibility making the product more widely known.There will not need to be repositioning for this target market. In consideration to the second target market, baby boomers and aging populations, there will be some repositioning that needs to take place. As previously noted Reebok made the mistake of producing a product that did not have all the health benefits the company claimed. In fact, the Reebok Easytone has been rumored to have do more harm to customers than good. It is the older populations who are more likely to be aware of this mistake which means that Reebok would need to reposition this product in the mind of older consumers.Both of these methods will increase consumer spending on Reeboks product and assist in attaining the goal of a 10% increase in sales within one year. In regards to the second marketing objective, placing the product in gyms and actively pur suit feedback from users shows the interest that Reebok has taken in demonstrating that its products are of high quality. Similar is the third marketing objective, concerned with the proving that Reebok is an innovator in the shoe industry, this is accomplished not only through placing the product in gyms and giving trials to first time buyers but also through actively seeking feedback from users.The feedback Reebok receives form users will help in creating lighter, even higher quality products to better satisfy consumer needs and enhance their athletic performance. Positioning Statements Positioning Statement 1 For college students who typically maintain an active lifestyle and like access to new products, Realflex footwear is the latest model of Reebok running shoes with advanced technologies to improve athletic results as well as allow consumers to customize the color of the shoes.Positioning Statement 2 For baby boomers that pursue a healthy lifestyle, Reebok Realflex footwear i s the natural running shoe with high tech soles and light-weight materials that is designed to provide the health benefits of natural running. Proposed Marketing Strategy Product Reebok would not be doing any product modification to the RealFlex shoes. Instead, Reebok would be focusing on enhancing the RealFlex image while on store shelves. Reebok would make the shoes as appealing to the consumer as possible. An efficient way to appeal to consumers is to offer a more classic look in stores while also offering the benefits of RealFlex.Reebok would offer basic colored shoes in stores such as navy, gray, black, and white, along with accent colors such as blue, red, and green. The more eccentric colors, like orange and yellow, would be available online when customizing the shoes. This will be an effective strategy for the RealFlex because it would attract more customers who are looking for a dual-purpose shoe to fit their every mean solar day lifestyle. This strategy is designed to attr act customers who are not looking for flamboyant aesthetics in their shoe choice.This is based on the belief that classic colors will cover a larger demographic, while still having more specific needs accessible online. These shoes will be packaged in a simply designed box that features bare feet and the Reebok RealFlex logo. Shoe packaging tends to be generally more working(a) than appealing to the consumer as the shoes can sell themselves (Packaged Facts, 1998). However, consumers enjoy showing off their latest purchases, and this newly designed box has the perfect accent to concur with the Realfex shoes. (See appendix E RealFlex Packaging) PricingPricing is an important factor that affects the marketing of a product and consumers attitudes toward that product. Consumers tend to shop for lower-priced commodities so long as quality is not compromised (Daly, 2002). In order to arrive at a fair price for the RealFlex shoes, Reebok considered several different pricing strategies an d evaluated the effectiveness of each strategy in line with its marketing plan objectives. The best price strategy for the RealFlex shoes is the At-Market Pricing Strategy. Reebok set the base price at $89. 99, with the customization options ranging from $5-$15 extra.The price is comparable to the market price and to what the competitors are offering. Reeboks largest competitor, Nike, is offering similar shoes at the same price (Nike, 2011). However, New Balance sells its similar shoes for $95 while Asics sells its shoes for only $85 (New Balance, 2011). This pricing strategy allows Reebok to make a profit while still encouraging for a larger market share. Reebok wants to attract active college students and baby boomers to purchase the product because of its high quality and average price among rivals.There is a large portion of the target market, college students in particular, that are unemployed due to full-time school or retirement. Reeboks pricing strategy is designed to enable the company to achieve a large and dominant market in line with the marketing objectives. The At-Market Pricing Strategy achieves objectives and enhances profits. Placement Reebok will market the Realflex primarily through retail channels. This is done because in-store shopping is one of the most important portions of the customer decision-making process when purchasing a product.A few of these retail channels will include Foot Locker, Athletes Foot, and Champs Sports. Reebok will concentrate more heavily on placement in states where residents are more likely to engage in a healthy and active lifestyle, such as Colorado, Oregon, and Minnesota (Nash, 2010). Through the use of these channels and placement, Reebok can raise its brand awareness and increase customer loyalty. Reebok wants the retail environment to highlight its brand value as inspirational, athletic, fun, and interactive (Adidas, 2011).One of the target markets, baby boomers and the older generations, want to purchase h igh quality products in order to maintain their health (Health Goji, 2010). They enjoy firing to the retail chains so that they can try on the shoes and make convinced(predicate) that they feel good while walking. They are also able to go online if they do not find the color that they like and they can purchase from the Reebok website. The other target market, college students between the ages of 18-24, wants to purchase shoes that go with their physical appearance (Makgosa Mohube, 2007).They enjoy going to the retail chains so that they can try on the shoes and make sure that they look good while walking or running. This market can also go online if they would like to customize their shoes to have a little more color. Promotional Plan Health and enhancing athletic performance will be at the forefront of the Reebok Realflex promotional campaign. The shoe itself is meant to provide the sensation of natural running while still protecting the consumers feet. This will allow the cons umer to be able to run the extra mile that complete barefoot shoes will not allow.There is a big difference as to how far athletes can run in barefoot shoes opposed to actual running shoes. Reebok wants to convey to consumers that it is concerned with their health and it is dedicated to improving their athletic abilities through the use of the Realflex shoe. It is evident that consumers in both target markets, college students as well as the older generations, are concerned with their health. However, there will be a greater emphasis on the health benefits to the older generation, as this is a major appeal. It is common practice in athletic apparel to feature fit models using the product in beautiful locations.Reebok would follow suit. Reebok needs to communicate that no matter where you are, you can take health with you with the Realflex shoe This message could be particularly effective when considering older generations. They are more likely to travel and are redefining retirement . By positioning the product as healthy and effectual there is a direct appeal to the needs of Reeboks aging consumers. (See Appendix F Magazine Advertisement and Appendix G Billboard Advertisement). With regards to younger consumers, like college students, there will be an emphasis on the message that the Realflex is meant for their active lifestyle.It is designed to enhance athletic performance because as a natural running shoe it alters the pronation in the foot as it strikes the ground increasing the amount of work the muscles do when the shoes are being used. It enhances the workout for these younger generations, especially those who are aware of the benefits of natural running (Appendix H Advertisement). It is imperative that both target markets are able to view the product as both healthful and athletic. The key issue that must be avoided is that the style of the shoe is not exclusive to either target market.This issue can be resolved through the use of blending the conc epts of health and athletic performance in advertisements. Reebok intends to do this primarily through advertisements featuring outdoor settings and races. (See Appendix I Billboard Advertising) Television commercials could prove more useful as a mode of advertisement. With the Reebok Easytone shoe, Reebok spent $64 million on advertisements of the Easytone shoe. Sales of that particular shoe increased until it was discovered that Reebok used faulty advertising as a means to sell the shoe ( (Morran, 2011).The campaign for the Easytone shoe was one of Reeboks largest in a decade. For the Easytone shoe television ads were highly effective in reaching target markets and increased sales. Reebok is hoping for a similar effect when it comes to the Realflex shoes. Many other companies also use television as a means to advertise because it can reach millions of consumers for only pennies on the dollar. A smaller athletic company, Asics debuted a new national advertising campaign and the IN G New York City Marathon, some of which includes television ads. In correlation with their new campaign they have also seen increases in profit (Asics, 2011).Aside from television, another mode to advertise to consumers is through magazines like that are specific to fitness and popular culture. Magazines that Reebok wants to place its full page ads in would be Runners World, Womens and Mens Health magazines, Shape, GQ and Cosmopolitan. These are the magazines which are better suited to reach both target markets. The anticipated cost for full page ads in these magazines range from $20,000-$25,000, however, these prices can fluctuate depending on the magazine and how much of a region it covers (Becket, 2009)..Magazines like Runners World and Running Times are the most vital to communicate how viable the Reebok Realflex is as a running shoe. In a lot of ways it is the way to get a seal of approval as a product. The more runners Reebok can get to buy the shoe, the greater the visibility and the more likely others are to follow suit and purchase their own pair of Realflex shoes. While television and magazines are useful, one of the best ways to gain attention in the world of fitness is to be present at major running events like races and expoes.Brooks Running shoes sponsor some Rock and Roll Race events one of their biggest is the Denver Rock and Roll Marathon. They have nearly half of the floor to showcase their products and their benefits. non to mention that they are able to make those last minute sales to participants. Participation in major races like, half marathons, full marathons, national race teams, Reebok again increases visibility and is able to position their product as a product for fitness. Costs of sponsoring races vary depending on the size of the race.However, Reebok could take a different flak and rather than advertise and sponsor at a major races like Chicago, NYC and Boston Marathons, sponsor multiple races in the Rock and Roll Marathon seria l publication which features over twelve races in the United States and three in Europe. Through these modes of advertising Reebok is able to reach both target markets and convey the healthfulness and the athletic performance benefits that come with the use of the Realflex shoes. In regards to sales promotions, Reebok will utilize both retailers and consumers to increase product visibility.However, Reebok will focus on going primarily aft(prenominal) the consumer, through consumer sales promotions. Methods Reebok intends to use would be product samples and prizes. We would let the consumer try one Reebok product in the store and test it out for a day and if they do not like it, tell Reebok why to refund the purchase. Another tactic to take advantage of and redeem Reebok from the Easytone bad press would be when consumers loan in a pair of Easytone shoes Receive half off of the purchase of Realflex shoes. This specific method, allows Reebok to do damage control through public deal ings of sorts.Reebok can pick specific locations where previous buyers of the Easytone shoes can return their purchase for half price pair of Realflex shoes. It is imperative that to successfully launch and market a product that Reebok fix their previous indiscretions in regard to the Easytone shoes. As discussed earlier, advertising will play a major role in positioning the Realflex as both healthful and performance enhancing. It will be what the consumer sees in their magazines, on their televisions and in their gyms. However, the personal selling aspect will also particularise how the customer views the product when they come into a store to purchase them.While Reebok has its products in major athletic stores like Dicks Sporting Goods and Sports Authority, its important to make sure the retailers are well informed about the product, and provide the opportunity to test out the shoe on treadmills before purchase. In regards to the actual Reebok stores, retailers there need to take interest in creating a unique purchasing experience for the consumer. This can be done through acute attention to consumer needs and demonstrations of the products use, and the ability to test out the products in the store.When it comes to selling, Reebok Retailers need to sit one on one with consumers and be attentive to their needs. While this method may be expensive it will provide that unique customer experience and encourage repeat business. Sales promotions will also be done through visibility at expos and major races. Asics provides supplies for the New York City Marathon and Brooks provides supplies for the Rock and Roll Marathon series which allows them to dominate pre and post-race expos to encourage buying. It also increases visibility among consumers who are likely to buy the product.This method allows Reebok to go to the consumers rather than trying to get them to come to a store. While the fees can be expensive, there is probability that consumers will see the product and the company as one with their best interests at heart. Similar to being present at expos would be an adaptation of contests, ask small local races where participation is below three thousand and give a free pair to each race winner or each division. This is a means to also build good will among potential consumers and entice potential runners into competing.The least used promotional element will be direct marketing, as the cost of communication through mail and telephone. The one way Reebok would consider using mail as a means to communicate with consumers would be to send notices regarding the shoe with an explanation of the healthy benefits. The mail would also only go to previous customers to encourage business or members of a loyalty program as they may be more likely to want to purchase the product, if they have been satisfied with their previous purchases.With all of the factors of the promotional mix in mind the most effective strategy for Promote the Realflex shoe would be the Push strategy where personal selling is directed to intermediaries. Its is easier to utilize a pull strategy because it allows greater accessibility to the product by already placing the shoe in malls and specialty stores. What is important to recognize is that each piece of the promotional mix fits in concert to convey a single coherent message to consumers, Reebok is a company committed to producing quality products to enhance health and athletic performance.The variation in the promotional mix will be used as a means to communicate this message to target markets. The variety in methods will ensure that since Reebok is seeking older generations (40-65) as well as those aged 18-24 who are active, they are destined to come into contact with some type of positive promotion of the product. MarketTrak Tool Reebok uses a MarketTrak spreadsheet to show the projected cost of achieving its objectives for one year. This spreadsheet shows each of the three marketing objectives and br eaks them down into several different tasks that can be completed within one year.Through the use of billboards, television commercials, sponsorship promotions, and website advertisements, Reebok hopes to achieve its marketing objectives. The first marketing objective on the MarketTrak spreadsheet is to increase sales by 10% within the first year. Reebok will achieve this goal with the use of billboards, magazine ads and special promotions. First, Reebok will design a billboard geared toward the older generations, aged 40-65, and strategically place them in areas that are largely populated by the older generations, like Tampa, FL, Austin, TX, and Phoenix, AR (Coach, 2011).Second, Reebok will place advertisements in special sports magazines, like Runners World and Sports Illustrated. Then, Reebok will offer several pairs of shoes for free to retail stores such as Dicks Sporting Goods and Sports Authority. These shoes can be tried on the treadmills at these stores so that consumers ca n see that the shoes are comfortable. Finally, Reebok will offer a discount price for 1 month on the shoes followed by 1 month of free shoe bags with purchase. The second marketing objective is to increase the awareness of the healthy nature of the Realflex shoe by 15%.This will be achieved by giving 500 free pairs of shoes to trainers in gyms that are located in ten of the healthiest cities across the United States, like Boston, MA, Portland, OR, and Denver, CO (Haiken, 2011). These shoes will be used by opinion leaders who are in a position to show just how comfortable and healthy these shoes are. In addition, Reebok will give two extra free pairs to each trainer so that they can use them to give away to a couple of lucky gym members. Finally, Reebok will create a television advertisement geared toward the specific health benefits of the shoes.The third and final marketing objective is to increase the awareness of Reeboks investment in the consumers best interest. This will be don e several different ways. To start, Reebok will create an online advertisement showing the overview of the lightweight shoe design and how the design helps with healthier running. Then, Reebok will add a new section onto its website explaining how much time and effort Reebok has gone to in order to create a shoe that really is better for your muscles and legs. Then, Reebok will design a moving billboard advertisement to be placed onto city buses that operate in large college cities, like Denver.This advertisement will show the wonders of the Realflex sensors. And finally Reebok will design a different television advertisement that shows all of these investments in our consumers. In order to ensure the success of each of these marketing strategies and tactics, Reeboks marketing managers will have a meeting at the end of each month to go over each of the objectives to see how well they are working. These meetings will allow for each of the managers to learn what is going on, see if th e objectives are being met, and improve anything that needs to be upgraded.This is done so that everything moves along smoothly and zero point is forgotten in the process. (See Appendix J MarketTrak) Conclusion Reebok is positioning to be a high-end athletic footwear brand and a leader in its industry. In the next three years, the market development and product repositioning will allow Reebok to achieve its marketing objective which increases sales by 10%. College students and baby boomers alike can wear Realflex while performing a multitude of exercises. Its smart and stylish appearance allows it to be worn daily. With the previous issuance of a faulty product, Easytone, Reebok created a weakness in the company.However, with Realflex, Reebok can improve the past weaknesses by marketing its new 76 sensors technology and wonderful health benefits. This technology can efficiently support the runners weight and flexibility. This product, along with focused advertising, will increase consumer awareness of the health benefits that come with the Realflex shoes. Furthermore, the target market will enjoy the convenience of shopping in more Reebok retail locations. This will help Reebok to increase advertising concerning the high quality performance and the health benefits within Realflex.With Realflex becoming more widely known, the product demand will increase. As a result, customer value will also increase. The final marketing objective is to increase awareness of how much Reebok has invested in its consumers best interests. Realflex implements the idea of natural running movement, emphasizes on lightweight materials, which its users can experience the barefoot feel. It shows to its target markets top quality running shoes with not only the health benefits, but also with the pioneer and innovation of its sensors to improve performance.Through the catering of style with the young generation and the health concern of baby boomers, the team believes that Reebok will reach its marketing objectives and spur the success of this product. Appendices Appendix A Competition Table Competitor yr Founded Years in Business Locations Served FY 2010 Sales Offered Products Direct orIndirect Competition Nike 1964 47 World2 $19 Billion3 Athletic shoes, apparel, sports equipment, and accessories2 Direct Asics 19494 62 World4 $2. 4 Billion5 Athletic shoes, apparel, and sports equipment4 Direct New Balance 19066 105 World6 $1. Billion6 Performance footwear, apparel and accessories6 Direct Deckers Outdoor Corp 19737 37 World7 $1 Billion8 Sheepskin boots, casual wear, slippers, and sandals7 Indirect Appendix B SWOT Analysis Favorable Unfavorable Internal Strengths(1) Brand Equity(2) Reebok-Adidas merger. (3) Reebok is one of the top athletic shoe companies in U. S. in terms of market share. (4) Barefoot shoes are scientifically healthier than any other kind of shoes. (5) 76 independent sensors on the bottom of Reebok Realflex barefoot shoes promote natural move ment, flexibility, and comfort. (6) The price is the average of main competitors. 7) Customizing the shoes with the styles and colors customers prefer. Weaknesses(1) Reebok owns few official stores and relies more on retailers. (2) Reebok doesnt own factories and they depend on producing industries in their production. (3) Previous character of releasing faulty products. (4) Few sponsors associated with Reebok. External Opportunities(1) Expanding current market and reach current markets with their new products. (2) Marketing towards several age groups to increase profits. (3) Product development opportunity. (4) Expanding to market for the product on social media websites. 5) Creating new channels of communication on social media websites. Threats(1) Many companies produce barefoot shoes and this leads to a strong competition. (2) Changing trends in footwear technology. (3) As barefoot shoe is a want and not a need, some people may think twice before purchasing. (4) Poor economy Appendix C Positioning Map 1 College Students Appendix D Positioning Map 2 Baby Boomers 5 Appendix E RealFlex Packaging Appendix F Magazine Advertisement Appendix G Billboard Advertisement Appendix H Pro-nation Advertisement Appendix I Billboard Advertisement Appendix J MarketTrakAppendix K Glossary of Terms At-Market Pricing Strategy Attributes Barriers to entry Beliefs Brand Awareness Brand value Branding Channels Competitions Competitive Advantage Competitors Consumer Consumers attitudes Consumer Spending Core Competency Cost Current market Customer Loyalty Customer abide by Differentiation positioning Direct marketing Discretionary Spending Disposable Income Good will Growing Market Growth Stage Indirect Competition leadership Market Market price Market share Marketing Mix Marketing Plan Objectives Maturity Stage Need Opinion Leaders Opportunities Packaging Personal Selling Placement Positioning PowerPricing Pricing strategies Product Product Development Product Mod ification Promotional elements Public Relations purchase power Push strategy Reposition Retail Retailer Sales Promotions Segment Social Status Strength Substitutes Target Market Threats Utility jimmy Want Weakness Bibliography Adidas. (2011). Reebok Strategy. Retrieved October 10, 2011, from Adidas Group http//www. adidas-group. com/en/investorrelations/strategy/reebok/default. aspx Adidas. (2011). Retail Strategy. Retrieved November 2, 2011, from Adidas Group http//www. adidas-group. com/en/investorrelations/strategy/ global_sales/retail/default. aspxAmerican Express. (2010, November 16). American Express Identifies A New sequence of Pause and Purchase With Five Key Trends Driving Consumer Spending in 2011 and Beyond . Retrieved October 3, 2011, from Marketwire http//www. marketwire. com/press-release/american-express-identifies-a-new-era-pause-purchase-with-five-key-trends-driving-consumer-1354739. htm Asics. (2011). 33 by Asics Collection. Retrieved October 10, 2011, from Asic s http//www. asicsamerica. com/33byasics/ Asics. (2011, October). ASICS Debuts 2012 Ad Campaign at ING New York City Marathon. Retrieved October 28, 2011, from Asicsamerica. com http//www. asicsamerica. om/ newsevents/all-asics-news/october-2011/asics-debuts-2012-ad-campaign-at-ing-new-york-city/ Asics. (2009, October). Asics Store New York. Retrieved family line 23, 2011, from Asics http//www. asicsamerica. com/ASICS-StoreNew-York/ B. A. A. (2011). Sponsors. Retrieved October 4, 2011, from Boston Athletic Association http//www. baa. org/utilities/sponsors. aspx Becket, X. (2009, Ma8 8). The Cost of Advertising Nationally Broken Down by Medium. Retrieved October 28, 2011, from Webpagefx. com http//www. webpagefx. com/blog/business-advice/the-cost-of-advertising-nationally-broken-down-by-medium/mag Brandon, E. 2010, February 16). 10 Ways Baby Boomers Will Reinvent Retirement. Retrieved October 6, 2011, from money. usnews. com http//money. usnews. com/money/retirement/articles/2010/ 02/16/10-ways-baby-boomers-wil-reinvent-retirement? PageNr=1 Businessweek. (2011, September 21). Reebok International ltd. Retrieved September 24, 2011, from Bloomberg Businessweek http//investing. businessweek. com/research/stocks/private/snapshot. asp? privcapId=29964 Coach. (2011). Where Will Baby Boomers Live? Retrieved November 1, 2011, from So Baby Boomer http//www. sobabyboomer. com/2011/08/where-will-baby-boomers-live. tml CNN Health. (2007, November 21). CNN Health. Retrieved September 21, 2011, from articles. cnn. com http//articles. cnn. com/2007-11-21/health/physical. activity_1_vigorous- intensity-activity-at-least-three-cell-phones? _s=PMHEALTH Daly, J. L. (2002). Pricing for Profitability Activity-Based Pricing for Competitive Advantage. New York John Wiley & Sons, Inc. Davis, J. W. , & Bauman, K. (2011, June). School Enrollment in the United States 2008. Retrieved October 11, 2011, from U. S. Census Bureau http//www. census. gov/prod/2011pubs/p20-564. pdf Deckers. (2 011, September 23). About Us.Retrieved September 23, 2011, from Deckers Outdoor Corporation http//www. deckers. com/our-company/about-us. php Deckers. (2011, September 24). Our Business Strategy. Retrieved September 24, 2011, from Deckers Outdoor Corporation http//www. deckers. com/our-company/strategy. php Fashion United. (2011, March 18). Asics Largest Global Campaign. Retrieved September 23, 2011, from Fashion United http//www. fashionunited. co. uk/fashion-news/fashion/asics-largest-global-campaign-2011031811454 Forden, Sara P. F. (2011, September 28). Reebok Pays $25 Million to Settle FTC Claims on paradoxical Ads for Toning Shoes.Retrieved October 1, 2011, from mobile. bloomberg. com http//mobile. bloomberg. com/new/2011-09-28/reebok-to-pay-25m-in-refunds-to-settle- ftc? category=%2Fnews%2Fus%2F Haiken, M. (2011, September 9). Americas Top 20 Healthiest Cities. Retrieved November 1, 2011, from Forbes http//www. forbes. com/sites/melaniehaiken/2011/09/13/americas-top-10-health iest-cities/ Health Goji. (2010). Purchasing Habits of Educated Baby Boomers and Their Health. Retrieved 2 2011, November, from Goji Juice http//www. health-goji-juice. com/baby-boomers. html Healthhabits, (2011). Reebok Realflex-Barefoot/minimalist Shoe Review.Retrieved from http//www. healthhabits. ca/2011/07/01/reebok-realflex-barefoot-minimalist-shoe-review/ Hoovers Inc. (2011). Footwear Manufacturing Industry. Hoovers Industry Records Overview. Retrieved from http//0subscriber. hoovers. com. bianca. penlib. du. edu/H/industry360/ overview. html? industryId=1164 Hoovers, (2011). Shoe Stores Industry Description. Hoovers Inc. Howard, L. p. (2005, August 4). Adidas-Reebok mereger lets rival nip at Nikes heels. 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Ocean Carriers Case Study Solution Essay

Executive SummaryGiven the current and expected market conditions, the financial department of the Ocean Carriers Group is to estimate the potential revenues and expenses of commissioning a newly capsize ship for cargo transportation in order to meet a received demand for lease. A recommended approach would consist in analyzing the expectations for the world economy, trends in world trade and potential suffers however, an estimated time of service should be assigned in order to pretend future cash flows.Summary of pointsIn January 2001, Mary Linn, vice president of Finance for Ocean Carriers, had to decide whether to accept an offered leasing contract for the duration of three years. In the event of acceptance of the above-mentioned contract, the profits of the party would depend on the agreed hire rates, operate costs, ship depreciation and inflation. After the closure of the contract, shape up income would be evaluated based on expected market daily hire rates. The conditi ons for the proposed lease be shown in exhibit 1.Statement of problemThe duration of the leasing contract is quite short so the company has to analyze whether the investment as a whole will prove to be profitable even afterward the closure of the contract. In order to do so, they will have to take into account the fluctuations of the daily spot rates in the short and long terms, as well as existing differences in taxation policies within its offices in Hong Kong and in the United States. Last but not least, the company has to question the tenableness of its 15-year policy.AnalysisSpot hire ratesDaily spot hire rates are predicted to fall in 2001 and 2002 due to anincrease in the extend size (63 new vessels are scheduled for delivery) and expected stagnation in iron ore and coal shipments. Iron ore and coal imports are very important for the company because they are about 85% of the cargo it carries every year. Therefore, due to this future stagnation the company will face a weak market position, resulting in lower daily spot hire rates.Overall investmentDespite negative market conditions in the upcoming 2 years, long-term prospects look more more promising. Iron ore vessel shipments are going to increase due to new players joining the iron ore industry India and Australia. As a consequence, in this new global market, daily charter rates and spot daily charter rates will probably rise producing additional demand for shipments.Companys 15-year policyThe company used to scrap or sell ships just before their 15th year of navigation to avoid paying for maintenance expenses cogitate to the 3rd special survey. According to our calculations presented in the Exhibit 2, scrapping the vessel before the 15th year is not recommended. Results show that the NPV of a ship after 15 years is higher than the scrap value of 5 million dollars.Thus, we advise the company to keep the ship longer than 15-year period, since operating the vessel over a longer period will earn addi tional profit and the ship can be scrapped some time later, granting the same million dollars. However, there are few factors that signal why company might be willing to get rid of the vessel. Firstly, if the companys priority is to keep a immature fleet of cargo ships, operating ships older than 15 years may not be the optimal choice. In fact, older ships are riskier and are slight efficient.Secondly, due to low demand for older ships, leasing the same vessel in future might be an ineffective venture.Investment decisionWe computed two discern calculations for given two assurances in Exhibit 2.According to assumption A the company operates in United States, thus has to pay 35% of taxes, whilst according to assumption B, company operates in Hong Kong, and its exempt of taxes. Our calculations show that NPV in the first scenario is negative in both 2017 (-6,350,239) and 2027 (- 4,285,462) due to very high taxes, while in the second scenario the NPV is positive in both 2017 (1,719, 018) and 2027 (4,025,600).Its important to understand why we presented two columns for 2017. First column shows the numbers in the case of operating a vessel for 15 years, whilst second column shows the values in case ship was to be operated for a longer period. Another important fact to consider is that in the first scenario, when the company operates ship only for 15 years, we excluded the capital expenditure for 2017 related to the survey, Whilst, in the second scenario, while operating the ship for more than 15 years, we added the yearly capital expenditure back. We made an important assumption we did not include capital expenditures linked to the last special survey, because we delusive that the company is scrapping the ship just before the special survey is conducted.RecommendationsIn conclusion, keeping in mind what we demonstrated before, the company should invest in the end product of the new vessel only in Hong Kong and should not scrap it after 15 years, because its NPV will still be positive.

A Framework for Sustainable Port Security Essay

This research was conducted to determine the best ways in which United States can protect its ports which ar the principal(prenominal) source of economic data link with the world from terrorist attacks. The research question that implies here is How authorized ports are for the U. S economy? And what measures can be taken to protect ports from terrorist attacks without affecting the economic activities? Is on that point a hypothesis or thesis or central argument that is clearly stated or implied? If so, what is it?The central argument was clearly portrayed and it depict that even though a port may be viewed as a collection of assets but the port actually is a involved carcass consisting of loosely coupled deputise systems, Secondly importance of organizational interrelationships that must exist in order to avoid the acts of terrorism and difficulties in bringing together the private and public entities that lease a stake in port security system and finally the negative i mpact on economy that cleverness occur due to port security interventions must be understood and curtailed.Does the Author answer the So what? Were you convinced that the guide was worth doing? The research provided a brief sketch of how terrorist threats should be dealt with and it demonstrated how set of security interventions can be classified in respect of how they willing affect the economy. It also identify that the primary aim of terrorist is to hurt our economic viability of ports and maritime systems. So security measures should be designed in a way that they do not wrong the economy. Is the study unique in any way?The study was unique in a way that it defined the weakness differ in threat, vitrine of attack and potential consequences of each subsection separately implying that risk reduction intervention should be different for each sub system. The system was divided into intravenous feeding sub systems which are as follows Containerized cargo Petrochemical cargo Bulk cargo Ferry passengers The owners and operators of containers are reliable as they are established companies and follow a fix route and schedule the threat comes from the lack of ability to identify what is inside the container as these containers are sealed.System interventions should be designed in a way that they identify, track and secure the contents of container. The threat to petrochemical subsystem is that fire/explosion can be caused by any attack on the vessel containing mordacious material or the hijacking and use of vessel as a weapon. The management should ensure that the vessels are operated by trusted operators and it should increase the marine and magnetic pole fire fighting capabilities in order to deal with any hazardous consequences.Bulk cargos are not owned by reliable operators so measures should be taken to make the system of ownership more transparent the cargos should be inspected before arriving to the port and a trusted shipper program should be sh aped in an attempt to deal with these uncertainties. Ferries are locally owned and operated by government authorities, the terrorist attacks on these ferries can cause mass destruction so the passengers and vehicles should be inspected in good order and they require a mass casualty response which is not available in most ports. What are the main points of the article?Following are the main points of article The large part of US trade is dependent upon shipping (Ports and maritime systems) and it is the main source of economic connection with the world. The aim of terrorist attacks on US ports is to destroy the US economy Emphasis should be given to organizational interrelationships in order to avoid acts of terrorism The port security should involve a step by step procedure and the terrorist attacks should be looked as a chain starting from threat factors and ending at the delayed consequences that the attack will have. The current scenario of defense is poor because the account able authorities are less likely to be informed about report of immediate threats, secondly the weaknesses associated with the complex economic system are not properly understood and the risks are not easier to anticipate accurately. A port consists of different sub systems and each sub system requires different security measures. Each port has different sub system, an important step in determining the vulnerability of a particular port is the information of which sub system is operating in that port.This information is also essential to design a consequence management strategy for each port. What miscellany of literature review is provided and/or what sources are cited? How well does it fulfill that purpose? Following are the major sources of information for the study Barriers to port security Perspectives on the use of risk assessment to address terrorism Terrorism as hazard a new species of trouble Crisis and emergency management Organizing for homeland securities. The so urces were absolutely in line with the purpose of study and were quite helpful in finding out the essential information which was needed for the study.The literature review provided was of both(prenominal) qualitative and quantitative nature which made the arguments more strong How well does the Author explain their method of collecting and analyzing data? Could you replicate the study found upon the article before you? The method of collecting and analyzing the data was not clearly mentioned in the study and it could have been better and much easier for the readers to make judgments if the author would have defined the methods of collecting and analyzing the data. Is there any discussion of variables?Is so, how? Does the Author look at substitute(a) points of view? The author did not look at the alternative points of view which could have made the study more interesting and commendable there was ambiguity regarding the discussion of variables, still the study was worth doing and appreciable. Do the studies findings donjon the authors Goals or Thesis? How valid are they? The study was in line with the thesis and it found out that how significant US ports are for the economy and how important it is to devise a separate security strategy for each port.The importance of organizational interrelationship was defined and the author discussed the responsibilities of each state in order to strengthen the organizational interrelationships. The study supported the thesis by answering the negative impact that US economy will have if security interventions are not planned adequately. The figures that were given regarding the risk management approach, organizational interventions and responsibilities were also helpful in tracking the threats and tactics to deal with those threats.However, the main emphasis of the study was on the physical attributes of the port and the differentiation between each port. The study found out that different security models can be prepared by comparing the cost associated for applying the model versus its goodness, but the purpose is not to prepare a list of models but to find out the most cost effective model. Does the conclusion follow from the evidence provided? Are you persuaded by it? Why or Why Not? The conclusion followed the findings of the study and described the danger of terrorist threats to US ports and the primer behind these threats is to hurt the US economy.So the security measures should be taken in away that they dont dent the economy. Does the Author address the implications of these results? If so, how comprehensively is this done? The author looked at the broader perspectives and pointed out the areas which are needed to be work upon but in depth analysis of each aspect was not done the author touched different issues which were necessary and essential to curtail the possibility of dangerous consequences and the adverse effects that terrorism might have on the economy.Do you notice other strengt hs and limitations of this study? The study was done in an organized manner and numerical figures and solid sources were used to make the article stronger the engagement of diagrams also made it unique and substantial. However, more up to date sources could have made the research more effective and worthy.

Environmental Pollution, Problems and Control Measures Essay

A. Introduction and definition of milieual defilement We know that, a living organism cannot live by itself. Organisms interact among themselves. Hence, all in all organisms, such as plants, animals and benignant beings, as well as the physical surroundings with whom we interact, score a part of our environs. All these constituents of the environment be dependent upon each other(a). Thus, they maintain a balance in nature. As we ar the only organisms try to modify the environment to fulfill our needs it is our responsibility to take incumbent steps to get word the environmental imbalances. The environmental imbalance gives rise to various environmental problems. Some of the environmental problems be pollution, acres wearing away leading to floods, salinity deserts and sea recedes, desertification, visitslides, c areen of river directions, extinction of species, and vulnerable ecosystem in place of more complex and stable ecosystems, depletion of natural resources, extravagance accumulation, deforestation, thinning of ozone layer and orbiculate warming.The environmental problems are visualized in terms of pollution, emersion in population, development, in pitter-patterrialization, unplanned urbanization etc. Rapid mig ration and increase in population in the urban areas has overly lead to traffic congestion, irrigate shortages, lusty desert, and parentage, irrigate and randomness pollution are common noticeable problems in almost all the urban areas since last few years. environsal pollution is defined as the undesirable change in physical, chemic and biological characteristics of our disseminate, take down and urine. As a result of over-population, rapid industrializations, and other human activities like agriculture and deforestation etc., earth became loaded with diverse pollutants that were released as by-products. Pollutants are generally grouped nether ii classes (a) Biodegradable pollutants Biodegradable pollutants are broken d have by the drill of micro-organisms and enter into the biogeochemical cycles. Examples of such pollutants are domestic ache products, urine and faucal matter, sewage, agricultural resi ascribable, paper, wood and cloth etc.(b) Non- Biodegradable pollutants Non-biodegradable pollutants are stronger chemical bondage, do not break down into simpler and harmless products. These include various insecticides and other pesticides, mercury, lead, arsenic, aluminum, plastics, radioactive waste etc. B. Classification of Environmental taint Pollution can be broadly classified according tothe components of environment that are polluted. major(ip) of these are demeanor pollution, Water pollution, Soil pollution (land degradation) and Noise pollution. Details of these types of pollutions are discussed below with their prevention measures. (1) Air Pollution Air is mainly a mixture of various gases such as oxygen, century dioxide, nitrogen.These are make up in a particular ratio. Whenever there is whatever imbalance in the ratio of these gases, air pollution is ca social functiond. The sources of air pollution can be grouped as under (i) indispensable such as, forest fires, ash from smoking volcanoes, dust storm and decay of constitutive(a) matters. (ii) Man-made due to population explosion, deforestation, urbanization and industrializations. Certain activities of human beings release several pollutants in air, such as degree Celsius monoxide (CO), sulfur dioxide (SO2), hydro gondolabons (HC), oxides of nitrogen (NOx), lead, arsenic, asbestos, radioactive matter, and dust. The major threat comes from hit the roofing of fossil fuels, such as scorch and petroleum products.Thermal power plants, automobiles and industries are major sources of air pollution as well. Due to progress in atomic energy sector, there has been an increase in radioactivity in the atmosphere. Mining activity adds to air pollution in the carcass of particulate matter. Progress in agriculture due to use of fertilizers and pesticides has also contributed towards air pollution. Indiscriminate cutting of trees and modify of forests has led to increase in the amount of carbon dioxide in atmosphere. Global warming is a consequence of green house effect caused by change magnitude level of carbon dioxide (CO2). Ozone (O3) depletion has resulted in UV radiation striking our earth.Harmful Effects of air pollution (a) It affects respiratory system of living organisms and causes bronchitis, asthma, lung cancer, pneumonia etc. carbon paper monoxide (CO) emitted from motor vehicles and cigarette bullet affects the central nervous system. (b) Due to depletion of ozone layer, UV radiation reaches the earth. UV radiation causes shin cancer, damage to eyes and immune system. (c) sultry rain is also a result of air pollution. This is caused by presence of oxides of nitrogen and sulfur in the air. These oxides dissolve in rain wet to form nitric acid and sulfuric acid r espectively. Various monuments, buildings, and statues are damaged due to corrosion by acid position in the rain. The soil also becomes acidic. The cumulative effect is the gradual degradation of soil and a decline in forest and agricultural productivity.(d) The green house gases, such as carbon dioxide (CO2) and methane (CH4) trap the heat radiated from earth. This leads to an increase in earths temperature. (e) Some toxic metals and pesticides also cause air pollution. For more refer Industrial Dust, Air Pollution and Related Occupational Diseases (2) Water Pollution Water is one of the prime necessities of life. With increasing number of people depend on this resource urine has become a scarce commodity. Pollution makes even the limited available water un control for use. Water is said to be polluted when there is any physical, biological or chemical change in water choice that adversely affects living organisms or makes water unsuitable for use. Sources of water pollution ar e mainly factories, power plants, coal mines and oil wells situated all close to water source or away from sources. They discharge pollutants directly or indirectly into the water sources like river, lakes, water streams etc.The harmful make of water pollution are (a) Human beings become victims of various water borne diseases, such as typhoid, cholera, dy displaceery, hepatitis, jaundice, etc. (b) The presence of acids/alkalies in water prohibits the microorganisms, thereby hindering the self-purification process in the rivers or water bodies. Agriculture is affected badly due to pollutedwater. Marine eco-systems are affected adversely. (c) The sewage waste promotes growth of phytoplankton in water bodies causing reduction of turn oxygen. (d) Poisonous industrial wastes present in water bodies affect the fish population and deprives us of one of our sources of food. It also kills other animals living in fresh water. (e) The quality of under undercoat water is also affected due to toxicity and pollutant content of surface water. (2.1) Water pollution by industries and its effects A change in the chemical, physical, biological, and radiological quality of water that is injurious to its uses.The term water pollution generally refers to human-induced changes to water quality. Thus, the discharge of toxic chemicals from industries or the release of human or blood line waste into a nearby water body is considered pollution. The taint of ground water of water bodies like rivers, lakes, wetlands, estuaries, and oceans can threaten the health of humans and aquatic life. Sources of water pollution whitethorn be divided into two categories. (i) Point-source pollution, in which contaminants are discharged from a discrete location. sewage outfalls and oil spills are examples of point-source pollution. (ii) Non-point-source or administer pollution, referring to all of the other discharges that assume contaminants to water bodies. Acid rain and unconfined runoff fr om agricultural or urban areas falls under this category. The principal contaminants of water include toxic chemicals, nutrients, biodegradable organics, and bacterial & viral pathogens.Water pollution can affect human health when pollutants enter the body either via skin movie or by the direct consumption of contaminated drinking water and contaminated food. Prime pollutants, including DDT and polychlorinated biphenyls (PCBs), persist in the natural environment and bioaccumulation occurs in the tissues of aquatic organisms. These prolonged and haunting organic pollutants are transferred up the food chain and they can reach levels of concern in fish species that are eaten by humans. moreover, bacteria and viral pathogens can pose a mankind health risk for those who drink contaminated water or eat au naturel(p) shellfish from polluted water bodies. Contaminants have a pregnant come to on aquatic ecosystems. Enrichment of water bodies with nutrients (principally nitrogen and p hosphorus) can result in the growth of algae and other aquatic plants that shade or delay streams.If wastewater containing biodegradable organic matter is discharged into a stream with inadequatedissolved oxygen, the water downstream of the point of discharge will become anaerobic and will be turbid and dark. Settleable solidnesss will be deposited on the streambed, and anaerobic buncombe will occur. Over the reach of stream where the dissolved-oxygen concentration is zero, a zone of putrefaction will occur with the production of hydrogen sulfide (H2S), ammonia (NH3), and other odorous gases. Because some fish species require a minimum of 45 mg of dissolved oxygen per liter of water, they will be inefficient to survive in this portion of the stream. Direct exposures to toxic chemicals are also a health concern for individual aquatic plants and animals.Chemicals such as pesticides are frequently transported to lakes and rivers via runoff, and they can have harmful effects on aqu atic life. Toxic chemicals have been shown to reduce the growth, selection, reproductive output, and disease resistance of exposed organisms. These effects can have important consequences for the viability of aquatic populations and communities. driftwater discharges are most commonly chastenessled through effluent standards and discharge permits.Under this system, discharge permits are issued with limits on the quantity and quality of effluents. Water-quality standards are sets of qualitative and quantitative criteria designed to maintain or enhance the quality of receiving waters. Criteria can be developed and implemented to value aquatic life against acute and chronic effects and to safeguard humans against deleterious health effects, including cancer. For more refer Water Conservation Need-of-the-day for our really survival (3) Soil pollution (Land degradation) Land pollution is due to (i) Deforestation and(ii) Dumping of solid wastes.Deforestation increases soil erosion thus valuable agricultural land is lost. Solid wastes from household and industries also pollute land and enhance land degradation. Solid wastes include things from household waste and of industrial wastes. They include ash, glass, peelings of fruit and vegetables, paper, clothes, plastics, rubber, leather, brick, sand, metal, waste from cattle shed, night soil and cow dung. Chemicals discharged into air, such as compounds of sulfur and lead, eventually come to soil and pollute it. The heaps of solid waste destroy the natural beauty and surroundings become dirty. Pigs, dogs, rats, flies, mosquitoes visit thedumped waste and foul smell comes from the waste. The waste may block the flux of water in the drain, which then becomes the breeding place for mosquitoes.Mosquitoes are carriers of parasites of malaria and dengue. Consumption of polluted water causes many diseases, such as cholera, diarrhea and dysentery. For more refer Solid Waste Disposal -A Burning Problem To Be Resolved To Save Environment (4) Noise pollution gamy level noise is a disturbance to the human environment. Because of urbanization, noise in all areas in a city has increased considerably. One of the most pervasive sources of noise in our environment today is those associated with transportation. spate reside adjacent to highways, are subjected to high level of noise produced by trucks and vehicles pass on the highways. Prolonged exposure to high level of noise is very frequently harmful to the health of mankind. In industry and in mines the main sources of noise pollution are blasting, movement of heavy earth moving machines, drilling, crusher and coal handling plants etc. The critical value for the development of hearing problems is at 80 decibels. Chronic exposure to noise may cause noise-induced hearing loss. High noise levels can contribute to cardiovascular effects. Moreover, noise can be a causal factor in workplace accidents. C. Fundamentals of prevention and jibe of air pollu tionAs mentioned above, air pollutants can be aerosolized or particulate matters. Different techniques for controlling these pollutants are discussed below a. Methods of controlling gaseous pollutants 1. Combustion This technique is used when the pollutants are in the form of organic gases or vapors. During flame combustion or catalytic process, these organic pollutants are born-again into water vapor and relatively less harmful products, such as CO2. 2. Absorption In this technique, the gaseous effluents are passed through scrubbers or absorbers. These contain a suitable liquid absorbent, which removes or modifies one or more of the pollutants present in the gaseous effluents. 3. Adsorption The gaseous effluents are passed through porous solid adsorbents kept in suitable containers. The organic and inorganic constituents of the effluent gases are trapped at the interface of the solid adsorbent by physical adsorbent. b. Methods to control particulate emissions 1. mechanic devi ces generally work on the basis of the following (i) Gravity In this process, the particles settle down by gravitational force. (ii) Sudden change in direction of the gas flow. This causes the particles to separate out due to greater momentum. 2. Fabric Filters The gases containing dust are passed through a porous medium. These porous media may be woven or filled fabrics. The particles present in the gas are trapped and collected in the deforms. The gases freed from the particles are discharged. 3. Wet Scrubbers Wet scrubbers are used in chemical, mining and metallurgical industries to trap SO2, NH3, metal fumes, etc. 4. Electrostatic Precipitators When a gas or an air stream containing aerosols in the form of dust, fumes or mist, is passed between two electrodes, then, the aerosol particles get precipitated on the electrode. c. Other practices in controlling air pollution -Apart from the above, following practices also uphold in controlling air pollution.(i) Use of better designe d equipment and smokeless fuels, hearths in industries and at home. (ii) Automobiles should be properly maintained and adhere to recent emission-control standards. (iii) More trees should be planted along road side and houses. (iv) Renewable energy sources, such as wind, solar energy, ocean currents, should fulfill energy needs. (v) Tall chimneys should be installed for vertical dispersion of pollutants. d. General air pollution control devices / equipments for industries The commonly used equipments / process for control of dust in various industries are (a) Mechanical dust collectors in the form of dust cyclones (b) Electrostatic precipitators both(prenominal) dry and wet system (c) particulate scrubbers(d) Water sprayer at dust genesis points (e) proper ventilation system and (f) various monitoring devices to know the concentration of dust in general body of air. The common equipments / process used for control of toxic / flue gases are the (a) process of desulphurisation (b) process of denitrification (c) Gas conditioning etc. and (d) various monitoring devices to know the efficacy of the systems used. e. Steps, in general, to be interpreted for reduction of air pollution To change our behavior in order to reduce AIR POLLUTION at home as well as on the road, few following small steps taken by us would lead to disrobe our Environment. At Home1. ward off using chemical pesticides or fertilizers in your yard and garden.Many fertilizers are a source of nitrous oxide, a greenhouse gas that contributes to global warming. Try organic products instead. 2. compost your yard waste instead of burning it. Outdoor burning is not advisable, as it pollutes air. Breathing this smoke is bad for you, your family and your neighbors. Plus, you can use the compost in your garden. 3. If you use a wood stove or fireplace to heat your home, it would be better to consider switching to another form of heat which does not generate smoke. It is everlastingly better to use swe ater or warm clothing than using fireplace. 4. Be energy efficient. Most traditional sources of energy burn fossil fuels, causing air pollution.Keep your home well-maintained with weather-stripping, storm windows, and insulation. Lowering your thermostat can also helper and for every two degrees Fahrenheit you let down it, you save about two percent on your heating bill. 5. Plant trees and encourage other to plant trees as well. Trees absorb and store carbon dioxide from the atmosphere, and filter out air pollution. During warmer days, trees provide cool air, unnecessary use of energy on air conditioning is avoided, hence the air pollution. 6. Try to stoppage smoking at home, at office or at outside. Tobacco smoking not only deteriorates selfs health, it affects others health too.On the highway7. Keep your vehicle well maintained. A poorly maintained engine both creates more air pollution and uses more fuel. Replace oil and air filters regularly, and keep your tires properly in flated. 8. Drive less. Walking, bicycling, riding the bus, or working from home can save you money as well as reducing air pollution. 9. Dont idle your vehicle. If you stop for more than 30 seconds, except in traffic, turn off your engine. 10. Dont buy more car than you need. Four-wheel drive, all-wheel drive, engine size, vehicle weight, and tire size all affect the amount of fuel your vehicle uses. The more fuel it uses the more air pollution it causes.D. Water pollution prevention and controlWater is a key resource for our quality of life. It also provides natural habitats and eco-systems for plant and animal species. Access to clean water for drinking and sanitary purposes is a precondition for human health and well-being. pretty unpolluted water is essential for our ecosystems. Plantsand animals in lakes, rivers and seas react to changes in their environment caused by changes in chemical water quality and physical disturbance of their habitat. Water pollution is a human-induce d change in the chemical, physical, biological, and radiological quality of water that is injurious to its existing, intended, or potential uses such as boating, waterskiing, swimming, the consumption of fish, and the health of aquatic organisms and ecosystems. Thus, the discharge of toxic chemicals from a pipe or the release of livestock waste into a nearby water body is considered pollution. The contamination of ground water, rivers, lakes, wetlands, estuaries, and oceans can threaten the health of humans and aquatic life.Contaminants have a significant impact on aquatic ecosystems. for example, enrichment of water bodies with nutrients (principally nitrogen and phosphorus) can result in the growth of algae and other aquatic plants that shade or clog streams. Direct exposures to toxic chemicals such as pesticides, is also a health concern for individual aquatic plants and animals. Without healthy water for drinking, cooking, fishing, and farming, the human race would perish. Clean water is also necessary for recreational interests such as swimming, boating, and water skiing. a. Sources of Water Pollution Sources of water pollution are generally divided into two categories.The first is point-source pollution, in which contaminants are discharged from a discrete location. Sewage outfalls and oil spills are examples of point-source pollution. The second category is non-point-source or diffuses pollution, referring to all of the other discharges that deliver contaminants to water bodies. Numerous manufacturing plants pour off undiluted corrosives, poisons, and other noxious byproducts to water streams. The construction industry discharges slurries of gypsum, cement, abrasives, metals, and poisonous solvents. The mining industry also presents persistent water pollution problems. In yet another instance of pollution, hot water discharged by factories and power plants causes so-called thermal pollution by increasing water temperatures. Such increases change the le vel of oxygen dissolved in a body of water, thereby disrupting the waters ecological balance, kill off some plant and animal species while encouraging the overgrowth of others.Towns and municipalities are also major sources of water pollution. In many public water systems, pollution exceeds safe levels. One reason for this is that much groundwater has beencontaminated by wastes pumped underground for disposal or by seepage from surface water. When contamination reaches underground water tables, it is difficult to correct and spreads over wide areas. Discharge of untreated or only partially treated sewage into the waterways threatens the health of their own and neighboring populations as well. Along with domestic wastes, sewage carries industrial contaminants and a growing tonnage of paper and plastic refuse. Although thorough sewage treatment would destroy most disease-causing bacteria, the problem of the spread of viruses and viral illness remains.Additionally, most sewage treatme nt does not remove phosphorus compounds, contributed principally by detergents. b. Dangers of Water Pollution Virtually all water pollutants are hazardous to humans as well as lesser species sodium is implicated in cardiovascular disease, nitrates in blood disorders. Mercury and lead can cause nervous disorders. Some contaminants are carcinogens. DDT is toxic to humans and can alter chromosomes. Along many shores, shellfish can no longer be taken because of contamination by DDT, sewage, or industrial wastes. c. Prevention and Control of Water Pollution Sewage should be treated before it is discharged into the river or ocean. This is possible through modern techniques. Sewage is first passed through a grinding mechanism. This is then passed through several settling chambers and neutralized with lime. Up to this stage, the process is called primary treatment. The sewage still contains a large number of pathogenic and non-pathogenic organisms, and also enough quantity of organic mat ter.The neutralized effluents are sent to UASB (up-flow anaerobic sludge blanket). It is a reactor. In this, the anaerobic bacteria degrade the biodegradable material present in the waste water. This removes foul odor and releases methane, which can be used elsewhere. In this system, the pollution load is reduced upto 85 percent. After this, water is sent to aeration tanks where it is mixed with air and bacteria. Bacteria digest the organic waste material. This is called biological or secondary treatment. Even after the treatment, water is not yet fit for drinking. The harmful microorganisms need to be killed. The final step (tertiary treatment) is, therefore, a disinfection process, to remove final traces of organics, bacteria, dissolved inorganic solids, etc. For tertiary treatment, methods, such as chlorination, evaporation, and win over absorption may be employed.These depend upon the required qualityof the final treatment. Apart from the above, you should also adopt the follow ing practices (i) Waste food material, paper, decaying vegetables and plastics should not be thrown into open drains. (ii) Effluents from distilleries, and solid wastes containing organic matter should be sent to biogas plants for generation of energy. (iii) Oil slicks should be skimmed off from the surface with suction device. Sawdust may be spread over oil slicks to absorb the oil components. E. Soil erosion and its prevention Soil erosion by water, wind and tillage affects both agriculture and the natural environment. Soil loss, and its associated impacts, is one of the most important (yet probably the least well-known) of todays environmental problems. It is mostly due to poor land use practices, which include deforestation, overgrazing, unmanaged construction activity and road or trail building. Soil is a complex mixture of living and non-living materials.It provides anchorage and sustenance to plants. Natural agents like water and wind, constantly tend to remove the top soil a nd cause erosion. Rain falling upon the unprotected top soil, washes it down into the streams. Due to the absence seizure of plant covering, eroded soil cannot hold water. Water rushes into the rivers and overflows as flood. Dust storm also causes soil erosion. The particles of top soil are picked up in such quantities that they form clouds of dust. Human beings also cause soil erosion. The growing human habitation and expansion of urban areas lead to removal of phytology. Once vegetation is removed, the naked soil gets exposed to wind and water. Improper tillage is another cause of soil erosion. Farmers often loosen the top soil for removing weeds and preparing sow beds.They also leave agricultural fields lying fallow for long time. These practices expose the top soil to the wind and cause erosion. Soil erosion is always a result of mankinds unwise actions, such as overgrazing or unsuitable cultivation practices. These leave the land unprotected and vulnerable. Accelerated soil e rosion by water or wind may affect both agricultural areas and the natural environment, and is one of the most widespread of todays environmental problems. Soil erosion is just one form of soil degradation. Other kinds of soil degradation include salinisation, nutrient loss, and compaction.Prevention of soil erosion Plants provide protective cover on the land and prevent soil erosion for the reasons (a) plants slow down water as it flows over the land (runoff) and this allowsmuch of the rain to soak into the ground (b) plant roots hold the soil in position and prevent it from being washed away (c) plants break the impact of a raindrop before it hits the soil, thus reducing its ability to erode (d) plants in wetlands and on the banks of rivers are of particular importance as they slow down the flow of the water and their roots bind the soil, thus preventing erosion. Preventing soil erosion requires technical changes to adopt. Aspects of technical changes include (i) use of contour p loughing and wind breaks(ii) leaving unploughed grass strips between ploughed land(iii) making sure that there are always plants growing on the soil, and that the soil is rich in hummus (decaying plant and animal remains). This organic matter is the glue that binds the soil particles together and plays an important part in preventing erosion (iv) avoiding overgrazing and the over-use of crop lands(v) allowing indigenous plants to grow along the river banks instead of ploughing and planting crops right up to the waters edge (vi) encouraging biological diversity by planting several antithetical types of plants together (vii) conservation of wetlands.We can check soil erosion by adopting the following additional practices1. Intensive cropping and use of proper drainage canals.2. Terracing on the sloping fields. This retards the speed of the flowing water.3. Planting trees and sowing grasses.4. Extensive aforestation practices to be carried out. For more refer Soil Erosion Combating is Essential F. Mitigation of Noise pollution Reducing noise pollution by muffling the sounds at the source is one of the best methods in industry and for urban living. Protective equipment is generally mandatory when noise levels exceed 85 dB(A) in industry. Creation of green cover adjacent to municipal roads and in mines is the way to mitigate noise pollution. It has been observed that noise level reduces by 10 decibels per every 10m wide green belt development. Apart, redesigning industrial equipment, shock mounting assemblies and physical barriers in the workplace are also for reduction andexposure of unwanted industrial noise. High way noise pollution can be mitigated by constructing noise barriers. Artificial noise barriers are solid obstructions built between the highway and the residential areas along a highway.They block major portion of noise produced by passing vehicles on a highway. stiff noise barriers typically reduce noise levels by as much as half or more. The const ruction of noise barrier may be built in the form of earth mounds, vertical wall along the highways for creation of blockage of sound generated by heavy vehicles. Creation of greenbelt in the space between the residences and highways also reduces the noise nuisance. G. Conservation and protection of environment By now, all of us have realized how important it is to protect the environment for our own survival.The term conservation of environment relates to activities which can provide individual or commercial benefits, but at the same time, prevent excessive use leading to environmental damage. Conservation may be distinguished from preservation, which is considered to be maintaining of nature as it is, or might have been before the intervention of either human beings or natural forces. We know that natural resources are getting depleted and environmental problems are increasing. It is, therefore, necessary to conserve and protect our environment. Following practices help in protect ing our environment.1. Rotation of crops.2. Judicious use of fertilisers, intensive cropping, proper drainage and irrigation. 3. Treatment of sewage, so that it does not pollute the rivers and other water bodies. 4. Composting organic solid waste for use as manure.5. Planting trees in place of those removed for various purposes. 6. National parks and conservation forests should be established by the government. 7. Harvesting of rain water.Some action points to protect or improve the environment (i) Dispose the waste after separating them into biodegradable and non-biodegradable waste material. (ii) Start a compost heap or use a compost bin. This can be used to recycle waste food and other biodegradable materials. (iii) Avoid unnecessary or wasteful packaging of products.(iv) Reuse carry bags.(v) Plant trees. They will help to absorb excess carbon dioxide. (vi) Observe World Environment Day on 5th June.(vii) Never put any left over chemicals, used oils down the drain, toilet or dump them on the ground or in water or burn them in the garden. If you do so, it will cause pollution. (viii) Dont burn any waste, especially plastics, for the smoke may contain polluting gases. (ix) Use unleaded petrol and alternate sources of energy, and keep the engine properly tuned and serviced and the tyres inflated to the right pressure, so that vehicle runs efficiently. (x) Avoid debased starts and sudden braking of automobiles.(xi) Walk or cycle where it is safe to do so walking is free cycling can help to keep you fit. (xii) Use public transport wherever you can, or form a car pool for everyday travel. (xiii) Send your waste oil, old batteries and used tyres to a garage for recycle or safe disposal all these can cause serious pollution.References1. http//environmentengineering.blogspot.com/2008/03/fundamentals-of-our-environment-and.html 2. http//environmentengineering.blogspot.com/2008/03/soil-erosion-and-its-prevention.html 3. http//environmentengineering.blogspot.com/2008/ 03/water-pollution-its-prevention-and.html 4. http//environmentengineering.blogspot.com/2008/03/fundamentals-of-prevention-and-control.html 5. http//environmentengineering.blogspot.com/2008/03/conservation-and-protection-of.html 6. http//environmentengineering.blogspot.com/2008/02/noise-barriers-are-to-mitigate-highway.html 7. http//knol.google.com/k/partha-das-sharma/fundamentals-of-our-environment/oml631csgjs7/18 8. http//www.eurofound.europa.eu/ewco/2006/07/NL0607029I.htm 9. http//environmentengineering.blogspot.com/2008/03/water-pollution-by-industries-and-its.html