Green Roofs in Malaysia

Green Roofs in Malaysia In Malaysia, green roofs are considered as a fairly new concept although the concept offers many benefits. Green roofs promotes amenity and aesthetic benefits, environmental benefits, and economic benefits. The principal aim of this research is to improve the quality of green roof systems in Malaysia by develop design guidelines for green roof systems. This research will identify the performance benefits of green roof, the current phenomenon of green roof as well as their obstacles to adopt green roof systems. Mixed method of qualitative and quantitative approach will be applied in this research. The review of the literature will be conducted to gather information about green roof in order to identify the benefits of green roof systems. Survey will be conducted among three target populations, namely developers, architects and landscape architects who work in the Malaysian construction industry. Individuals for the sample group will be selected because as providers of green roofs, the ir views and actions have a direct influence on green roof development. The categorization of the building professionals will enable easy identification of any disparity in views between them. Besides that, the case studies also one of the vital steps to achieve the objective of this research. The Case Studies will combine different methods to compile an understanding of design guidelines for green roof systems. Case study methods involve an in-depth, longitudinal examination of a single instance or event. They provide a systematic way of looking at events, collecting data, analyzing information, and reporting the results. This research is attempted to develop design guidelines for green roof systems in Malaysia. The findings from this research will open new avenues and fields for future researchers and academicians to carry out extensive researches on the topics concerned. INTRODUCTION The green roof is a system that used growing medium and vegetation on the top of the building roof (Cresswell, 2007). The vegetation is planted in a layer of soil or growing medium as the top layer of the roof. The water membrane system is positioned between growing medium and roof deck to carry away access water and also have a filter system to make sure that the plants have a sufficient water supply during dryer day (Long et al., 2006, Piper, 2003). Green roofs have been increasingly popular in Germany, United Stated of America and Europe (Koonce, 2010) not just because of the aesthetic value, but also for improving environment (Li et al., 2010). As discussed by (Castleton et al., 2010) the roof of a building can be partially or completely covered with a layer of vegetation. Many expert confirm that green roof can be classified into two types of systems which are intensive and extensive (Long et al., 2006, Molineux et al., 2009, Cresswell, 2007, Castleton et al., 2010). Intensive s ystems is more like a roof garden supporting large tree and shrubs, but require deep substrates and regular maintenance. Therefore, it is generally heavy and requires a specific support from the building (Molineux et al., 2009, Cresswell, 2007). The extensive system is opposite of intensive systems which have a thin substrate layer with low level planting, typically sedum or lawn, and can be very lightweight in structure (Castleton et al., 2010). Instead of lightweight, these roofs require little or no additional structural support from the building, less expensive, low maintenance, and designed for limited human access. Plants selected for extensive system are usually have a shallow root system, good regenerative abilities, resistance to direct solar radiation, harsh winds or heavy rainfall, and ground cover species on slopes up to 30% (Long et al., 2006, Cresswell, 2007). There are many potential benefits of green roofs. These may be considered to fall into three main categories, Amenity and Aesthetic Benefits, Environmental Benefits, and Economic Benefits, although there is a great deal of crossover between categories. Amenity Aesthetic Benefitsinclude leisure and open space, visual aesthetic value, health and therapeutic value, and food production. Environmental Benefits include ecological and wildlife value, water management, air quality, sound absorption, and reducing the urban heat island effect. Economic Benefitsinclude increased roof life, building insulation and energy efficiency, and green building assessment and public relations. These benefits operate at a range of scales. Some will only operate if relatively large numbers of green roofs are implemented in any particular area and their benefits will only be apparent at the larger neighborhood or city scale. Others will operate directly on an individual building (Michael and Thomas, 2003, V ancouver, 2009). Therefore, it is important to adopt green roof as it gives many benefits to reduce the environmental impact. The purpose of this research is to develop design guidelines for green roof system in Malaysia. RESEARCH STATEMENT The phenomenon of global warming or climate change has led to many environmental issues including higher atmospheric temperatures, intensive precipitation, increase greenhouse gaseous emission and of course increase indoor discomfort condition (Asmat Ismail et al., 2010). Some scientists believe that changes are part of natural variability (Radhi, 2009) while others point to human activity (Oh and Chua, 2010, Nordell, 2003) as the cause of increasing atmospheric concentrations of greenhouse gases (GHGs) and the key driver of climate change. As the Carbon dioxide (CO2) in atmosphere increases, the ability of earth surface to reradiate heat to the atmosphere is lessen. Carbon dioxide acts as a blanket over the surface and keeps the earth warmer than it would otherwise be. The warmer climate outside will also affect the indoor temperature of building. When the outdoor air temperature increases, building will experience indoor discomfort. The demand for mechanical ventilation will be cri tical and eventually lead to higher energy consumption in building (Asmat Ismail et al., 2010). The heavy reliance on air conditioning typically increases energy use, increased emission of CO2, increase other GHGs to power the system (Calm, 2002) and also adding to negative impacts of global warming (Wilkinson et al., 2007). Therefore, it is vital important to reduce the energy consumption in building by reducing the usage of air conditioning system where the air conditioning systems release the carbon into the air which has been identified as the element that insulates planet and one of the major contributor in global warming. Buildings are important contributors to the ever-increasing carbon emission and its impact on global warming (Kui, 4 october 2010; The Star, May 2009). Buildings last longer, and over that lifetime they play a part in contributing to the destruction of the environment. Over its life cycle, a building uses many resources and is the source of much pollution emissions (Yoon, 2009). In Malaysia, commercial and residential building use up 48% of the electricity generated (Li, 2009). During the UN Climate Change Conference in December 2009, Prime Minister Datuk Seri Najib Razak made very clear Malaysias commitment to the green cause, pledging to cut up to 40 per cent of Malaysias carbon emission intensity in terms of GDP by the year 2020 from year 2005 levels (Singh and Ping, 2010, Fernandez, 2010). Therefore, one way to reduce the impact of global warming and improve urban environmental quality is by adopting the green roof technologies (Williams et al., 2010). However, the question arise s, why Malaysian construction industry must adopt the green roof technology? It is because most of the heat 75% enters from roof compare to 25% from wall. Besides that, the roof is exposed most for the longest period to solar radiation where heat radiated from the sun is absorbed by the roof surface and the ceiling absorbs the radiated heat (Lu, 2009). Apart from that, the green roof technology is able to reduce the energy consumption and can improve the internal comfort during the spring and summer seasons (Fioretti et al., 2010, Michael and Thomas, 2003, Lawlor et al., 2006). Furthermore, green roof lead to lower energy bills, and provide a carbon sink in urban areas, along with many other diverse ecological advantages (Sihau, 2009). Thus, in order to reduce the amount of heat entering through the roofs, such buildings must be adopted with green roof technology. In Asia, the use of green roofs has arisen in Japan, Singapore, Hong Kong and China. Although the idea of green roofs in Asia is new, these countries are active in developing, practicing and conducting research on green roofs, particularly in Singapore (Wan et al, 2010). According to Wong (2005) roofs present 21%-26% of urban areas and this can provide a unique opportunity to improve the environment if green roofs are used. In urban areas such as Kuala Lumpur, there are a lot of opportunities to implement green roofs in the development because of rapid expansion in these areas. By having a green roof, the areas taken from nature to be developed are made to come alive again. Green roofs in Malaysia are considered as a fairly new though lots of benefits are offered. However, in country that has similar climate with Malaysia such as Singapore have grown remarkable on green roof. Compare to Singapore, Malaysia are far behind in terms of research done, policies, technology and practice in this area (Govindaraju et al., 2005, Chandran et al., 2009). Malaysia still remains many potential obstacles to their more widespread adoption. This obstacles include a lack of standards, high costs when green roof installers are inexperienced, few demonstration examples to inspire and give confidence to developers considering a green roof and a lack of relevant and reliable research to provide confidence in the economic and environmental benefits of green roofs (Williams et al., 2010) (Williams et al, 2010; Sihau 2009; Michael Thomas, 2003). Besides that, Malaysia has a very different climate to the temperature regions of the northern hemisphere where green roofs are more common. Relying on northern hemisphere research, experience and technology is problematic, due to significant differences in rainfall, temperature, available substrates and suitable vegetation (Wilkinson, 2009). This may introduce unacceptable levels of risk and unnecessary expense to development projects consid ering green roofs. Since Singapore is advance in developing green roof system, therefore Malaysia should put Singapore as an example to move towards green roof system. This research examines green roofs in Malaysia, the status of the industry and discusses information gaps requiring research. Therefore, it is important to overcome the obstacles by adopting green roof technology in Malaysia in order to get the benefits offers from the technology. In recent years, green roofs are becoming more and more popular in the world and have also attracted much attention in Malaysia. However, when people consider applying green roof systems, they often find it difficult to understand the technical requirements, design an effective system and evaluate their performance. Unlike other countries that are very advance in green roof technologies such as Germany and Japan, they have their own guidelines for green roof system (Hui, 2010). A brief discussion with Ishamuddin Mazlan from Ministry of Energy, Green Technology and Water (KeTTHA) indicates that there are no design guidelines for green roof systems in Malaysia. In German, the German Landscape Research, Development and Construction Society (FLL) has been working on standards for green roof technology for 25 years. Their ‘Guideline for the Planning, Execution and Upkeep of Green-Roof Sites (FLL-guidelines) reflects the latest developments in German acknowledged state-of-the-art tec hnology (Philippi, 2005). Over 800 green roofs can be found in Germany alone, a leader in building codes and incentives for green roof installation. In Asia, Japan has become a center for green roof technology. Its capital, Tokyo, is the first city to mandate building vegetation must constitute 20 percent of all new construction (Wark, 2003). Their guidelines are very useful to implement green roof but they should not be copied directly without adapting and considering the local conditions of Malaysia. Therefore, there is an urgent need to develop local design guidelines for green roof systems in Malaysia. THEORETICAL FRAMEWORK There were various research has been conducted in the field of green roof systems and the quantity seems to increase over the years since environmental issues become more concerning worldwide. The research that has been done in the field of green roof can be grouped into seven which are research on storm water management, research on materials, research on opportunities and barrier, research on environment, research on energy and building, research on perceptions, and research on guidelines. The research that has been done in storm water management for instance by Berghage et al (2009) conducted a research on Green Roofs for Stormwater Runoff Control. The findings of the paper indicate that the green roofs are capable of removing 50% of the annual rainfall volume from a roof through retention and evapotranspiration. Rainfall not retained by green roofs is detained, effectively increasing the time to peak, and slowing peak flows for a watershed. Whereas Berndtsson et al (2009) conduct ed a research on Runoff water quality from intensive and extensive vegetated roofs. This study investigated influence on runoff water quality from two full scale vegetated roofs (an intensive from Japan and an extensive from Sweden). Results show that both extensive and intensive vegetated roofs are a sink of nitrate nitrogen and ammonium nitrogen with similar performance. The intensive vegetated roof is also a sink of total nitrogen in contrast to the extensive roof. While Hardin and Wanielista (2007) has done research on a water quality assesment of a green roof stormwater treatment systems. The results of this work show that the use of green roof stormwater treatment systems for the improvement of stormwater quality is a promising treatment option. The total suspended solids results show that green roofs had a lower concentration and smaller standard deviation than the control chambers. Besides, Emilsson et al (2007) has done a research on Effect of using conventional and control led release fertiliser on nutrient runoff from various vegetated roof systems. The findings of the paper indicate that Conventional fertilisers caused high nutrient concentrations in the runoff water. Concentrations decreased during the duration of the experiment but at the end of the experiment they were still higher than after fertilisation with CRF. Conventional fertiliser also increased the total nutrient runoff. Research on materials for instance has been done by Molineux et al (2009) on Characterising alternative recycled waste materials for use as green roof growing media in the U.K. This study have shown that the alternative substrates perform as well if not better, than the widely used crushed red brick as growing media, in terms of plant growth and material characterisations.. They are also similar in price to the red brick substrate (Shireminerals, pers. comm.) and are already commercially available. While Cresswell (2007) has done a research on Characterisation of Mineral Wastes, Resources and Processing technologies. The findings indicate that Aerated concrete is a material that is suitable for use as a light weight green roof substrate. It has the appropriate density and water absorption. Research that has been conducted on opportunities and barrier for instance by Williams et al (2010) on Green roofs for a wide brown land: Opportunities and barriers for rooftop greening in Australia. This paper examines green roofs in Australia, discusses the challenges to increasing their use and the major information gaps that need to be researched to progress the industry in Australia. While Wilkinson and Reed (2010) compile a unique building database incorporating information about 536 commercial buildings and evaluate the potential suitability of each building to undergo a green roof retrofit. A relatively small proportion of roofs are found to be suitable, partly a result of local climate conditions and rainfall patterns, and the physical property stock. On a purely physical assessment, only a very small proportion of central business district (CBD) stock is found to be suited. These buildings are most likely to be in low secondary locations, ungraded or B grade buildings, priv ately owned, concrete framed and not overshadowed by adjoining properties. Besides, compile a unique building database incorporating information about 536 commercial buildings and evaluate the potential suitability of each building to undergo a green roof retrofit. A relatively small proportion of roofs are found to be suitable, partly a result of local climate conditions and rainfall patterns, and the physical property stock. On a purely physical assessment, only a very small proportion of CBD stock is found to be suited. These buildings are most likely to be in low secondary locations, ungraded or B grade buildings, privately owned, concrete framed and not overshadowed by adjoining properties. Besides, Rowe and Getter (2006) conducted research on The Role of Extensive Green Roofs in Sustainable Development. This paper is a review of current knowledge regarding the benefits of green roofs, plant selection and culture, and barriers to their acceptance in the United States. Because o f building weight restrictions and costs, shallow-substrate extensive roofs are much more common than deeper intensive roofs. Therefore, the focus of this review is primarily on extensive green roofs. Research on environment for instance has been done by Renterghemand Botteldooren (2011) on In-situ measurements of sound propagating over extensive green roofs. In this study, in-situ measurements of sound propagation over flat, extensive green roofs were presented in 5 case studies. These involved situations with either a single diffraction or double diffraction over green roofs. Measurements show that green roofs may lead to consistent and significant sound reduction at locations where only diffracted sound waves arrive. Among the single diffraction cases, acoustic green roof improvements exceeding 10 dB were found, over a wide frequency range. While Li et al (2010) study on Effect of green roof on ambient CO2 concentration. The study systematically investigates the effect of green roofs on the ambient CO2 concentration using field measurements, chamber experiments and numerical simulations. Plants can reduce the CO2 concentration in the environment by absorbing CO2 in the daytime. In a typical sunny day in summer in Hong Kong, the CO2 absorption rate of a plant in the daytime is much greater than the CO2 emission rate at night. The extent of the green roof effect is related to the condition of the plants, the position of the green roof and the ambient airflow condition. In a sunny day, a green roof may lower the CO2 concentration in the nearby region as much as 2%. On the other hand, Carter and Keeler (2008) conducted research on Life-cycle cost-benefit analysis of extensive vegetated roof systems. This study uses data collected from an experimental green roof plot to develop a benefit cost analysis (BCA) for the life cycle of extensive (thin layer) green roof systems in an urban watershed. The results from this analysis are compared with a traditional roofing scenario. The net present value (NPV) of this type of green roof currently ranges from 10% to 14% more expensive than its conventional counterpart. A reduction of 20% in green roof construction cost wo uld make the social NPV of the practice less than traditional roof NPV. Besides, Jones and Alexandri (2008) studied on Temperature decreases in an urban canyon due to green walls and green roofs in diverse climates. From this quantitative research, it has been shown that there is an important potential of lowering urban temperatures when the building envelope is covered with vegetation. Air temperature decreases at roof level can reach up to 26.0 1C maximum and 12.8 1C day-time average (Riyadh), while inside the canyon decreases reach up to 11.3 1C maximum and 9.1 1C daytime average, again for hot and arid Riyadh. It can be concluded that the hotter and drier a climate is, the greater the effect of vegetation on urban temperatures. Research on energy and building that has been done by Chang et al (2011) on Optimal Design for Water Conservation and Energy Savings Using Green Roofs in a Green Building under Mixed Uncertainties. The study identifies the optimal green roof area that keeps within the cost of a conventional home over a specific life time, such as 50 years. Research findings show that as the reliability level associated with the chance constraint was decreased, the upper bound of the green roof area did not vary much for either shingle or metal roofs. The lower bound was found to decrease in the same situation, however, due to the higher minimum cost of the cistern in relation to the greater volume of expected rainfall, forcing the required green roof area to decrease. While Fioretti et al (2010) investigate Green roof energy and water related performance in the Mediterranean climate. The investigation performed within the specific climatic context of the Mediterranean region. Full-scale experimental results are provided from two case studies, located in north-west and central Italy, consisting in two fully monitored green roofs on top of public buildings. The attenuation of solar radiation through the vegetation layer is evaluated as well as the thermal insulation performance of the green roof structure. The daily heat flow through the roof surface is quantified showing that the green roof outperforms the reference roof, therefore reducing the daily energy demand. As for water management, it is confirmed that green roofs significantly mitigate storm water runoff generation even in a Mediterranean climate in terms of runoff volume reduction, peak attenuation and increase of concentration time, although reduced performance could be observed during high precipitation periods. Besides, Castleton et al (2010) conducted a research on Green roofs; building energy savings and the potential for retrofit. This paper reviews the current literature and highlights the situations in which th e greatest building energy savings can be made. Older buildings with poor existing insulation are deemed to benefit most from a green roof as current building regulations require such high levels of insulation that green roofs are seen to hardly affect annual building energy consumption. As over half of the existing UK building stock was built before any roof insulation was required, it is older buildings that will benefit most from green roofs. The case for retrofitting existing buildings is therefore reviewed and it is found there is strong potential for green roof retrofit in the UK. Research on perception has been done by Wan Zuriea et al (2010) on Perception towards green roof in Malaysia. Results from interviews showed that the respondents perceived green roofs benefits are that they provide leisure and operational space, visual amenities value and health and therapeutic value and environment and economic advantages. From the field observation study, it was found that there is a good potential for green roof as it promotes a range of benefits that can solve the problem of ecological steps, limitation of space, greenery balance, global warming, aesthetics and lost of wildlife habitat that occur in many urban areas. While House (2009) conducted research on North Texas Stakeholders: Perceptions of Extensive Green Roofs. The findings of the paper indicate thatstakeholders perceived extensive green roofs as being appropriate for use in North Texas. Concerns were raised regarding plant selection, weight requirements, initial cost, city codes, and aesthetics. Develop ers and city officials indicated their concern for the performance of green roofs in the extremes of the North Texas climate, while architects and landscape architects spoke of the multitude of benefits and appropriateness for this region. Overall, perceptions of extensive green roofs were favorable, but a lack of adequate research and concerns over cost issues were frequently cited as barriers to implementation. However, in this paper, researcher tends to focus on design guidelines of green roof system.ÂÂ   There is no similar thorough research which has been done by any other researcher in Malaysia regarding on design guideline of green roof systems. Malaysia still do not have the design guidelines for green roof system based on the preliminary interview that has been done with Encik Ishamuddin bin Mazlan from the Ministry of Energy, Green Technology and Water (KeTTHA). For instance, Hui (2010) has develop technical guidelines for green roof systems in Hong Kong. This paper describes the major findings of a research to develop technical guidelines for green roof systems in Hong Kong. The current knowledge and latest trends of green roof technology in the world have been studied. Useful information and experience were examined for assessing the potential benefits and key design factors. By investigating the system components and practical considerations of typical green roof projects in Hong Kong and other countries, key information is established for preparing the technical guidelines. Based on the review of the previous related to the research, there seems no study that has been done on design guideline for green roof systems in Malaysia and this will be an interesting topic for researcher in this Master research. Therefore, there is a gap that has been left for researcher to fill in and to contribute to the existing body of knowledge. AIM AND OBJECTIVE Generally, this research seeks to have an understanding and knowledge on green roof systems. This study aims to improve the quality of green roof systems in Malaysia by develop design guidelines for green roof systems. In order to achieve the aims above, three (3) correlative objectives are outlined as follows: To identify the operational performance benefits of green roof technology To explore the obstacle to adopt green roof technology To develop design guidelines for green roof systems in Malaysia RESEARCH QUESTIONS Research questions are framed as a guide to fulfil the research objectives. This research is expected to produce design guidelines that make best use of the potential of green roof. Having decided that, the following research questions are addressed and framed: Research question for objective 1 What are the effect of the green roof to the environment How green roof can reduce energy consumption in buildings How importance of using green roof technology in buildings Research question for objective 2 What are the barriers in adopting green roof systems in Malaysia How do this barrier effect the adoption of green roof in Malaysia Research question for objective 3 What are the factor need to be considered in designing the green roof systems RESEARCH METHOD The methodology in conducting is three different stages as follows: a) Literature Search Review Literature search will conducted to gather information about green roof in order to identify the benefits of green roof systems. The sources and information from journals, articles, books and internet are then fully analyzed and studied to gain better understanding on green roof technology. b) Survey Survey will be conducted among three target populations, namely developers, architects and landscape architects who work in the Malaysian construction industry. Set of questionnaires will be distributed to explore the obstacles to adopt green roof technology in Malaysia by comparison of answers to the same set of questions. The analysis of data from the questionnaires responses may provide data from which tables of obstacles can be produced. c) Case Study The Case Studies combine different methods to compile an understanding of modular green roof systems. Case study methods involve an in-depth, longitudinal examination of a single instance or event: a case. They provide a systematic way of looking at events, collecting data, analyzing information, and reporting the results. As a result the researcher may gain a sharpened understanding of why the instance happened as it did, and what might become important to look at more extensively in future research. RESEARCH SCOPE AND LIMITATION The target group of this research consisting of developers, architects, and landscape architects in the peninsular of Malaysia excluding Sabah and Sarawak who work in the Malaysian construction industry. Individuals for the sample group will be selected because as providers of green roofs, their views and actions have a direct influence on green roof development. The categorization of the building professionals will enable easy identification of any disparity in views between them. SIGNIFICANCE OF THE RESEARCH This research is expected to identify the performance benefits of green roof systems in order for green roof to be utilized in Malaysian buildings. Besides that, this research will identify the obstacles to adopt green roof and develop recommendation to overcome this obstacles. Furthermore, this study will add to the body of knowledge that green roof systems can enhance the environment of the urban area, reduce energy use in buildings, and help to reduce effect of global warming especially in urban area in Malaysia. On top of that, this research hopes to give a better understanding and way to adopt green roof systems in Malaysian buildings. At the end of this research, it will develop new design guidelines for sustainable green roof systems in Malaysia. Aim Research Statement Objectives Research Questions Research Method To improve the quality of green roof systems in Malaysia by develop design guidelines for green roof systems. Global warming or climate change OB1: To identify operational performance benefits of green roof technology RQ1.1: What are the effects of the green roof to the environment RQ1.2: How green roof can reduce energy consumption in buildings RQ1.3: How importance of using green roof technology in buildings Literature review Obstacles in adoption green roof systems OB2: To explore the obstacles to adopt green roof technology RQ2.1: What are the barriers in adopting green roof systems in Malaysia RQ2.2: How do this barrier effect the adoption of green roof technology in Malaysia Questionnaire Survey Design Guidelines OB3: To develop design guidelines for green roof systems in Malaysia RQ3.1: What are the factor need to be considered in designing the green roof systems Case Study

My Philosophy of Education :: Teaching Teachers Educational Essays

My Philosophy of Education I always get asked why I am a chemistry major if I have no intention of working in industry. My sarcastic verbal answer is that I must not like having free time, or getting credit for four hour-long labs. The real reason is because I have a passion for education, especially in the sciences. Children are our future and as such need to be educated. I believe one of the key reasons why the United States is the great nation that it is today is because of the educational opportunities that we offer the masses. This way, we have a larger pool for our leaders of tomorrow to be pulled from. It is our job as teachers to educate these masses and even if they don’t become the leaders of tomorrow, they are going to fulfill important roles in society. We owe the American Dream to the younger generations; they deserve not only the opportunities that we had, but even more opportunities. I would like to see every child pursue the path of success and tap into their unlimited potential. While this is a wonderful dream, it is not realistic. Due to many factors such as, but most certainly not limited to learning disabilities, substance abuse, violence, incurable diseases, inadequate family involvement, not all students will come close to their actual potential. Above and beyond giving children an education in our field, we are to help them overcome these problems and to succeed in life. By giving a child an education, we are giving them a future. There are many ways in which we can overcome many of these problems. Learning disabilities are becoming less of a disadvantage these days due to in and out of class support and diverse teaching methods. By catering to multiple intelligences and helping students find their niches in school, we are helping them stay away from drugs and violence by giving an alternate venue to express themselves. Students are us ually better off if they have a family that is actively involved and supportive of their education. As educators we must plan programs for those students who are deficient in this area, we must also be supportive and supply the students with a conducive environment for education.

Coca Cola and Pepsi

*Segmentation of Coca Cola: **Basic segments of coca cola is those people who take this drink regularly. **The target market for coca cola is based on age: youth and younger 15- 25 and 40 age. Another factors are income and family size. **Target is not based on gender , both gender likes it. **Key success of coca cola is behavioral segmentation. **Coca Cola generally sells in schools, colleges, universities, restaurants, hotels and fast food stores. Coca Cola has variety of tastes ecause they want to meet customer needs. **Coca cola diet : for diabetic people and aged people 40 plus. **Coca Cola : young people whose age is 16 to 35. **Coca Cola packs and bottles : (based on income level) for students, poor people, middle class and family size. Nature of customer : fun and entertainment loving. Socio-economic level :upper lower and lower class. Occupation : student and family oriented people. **Coca Cola prefer to serve its product in those places where young eople gather mostly. coca cola customers are mainly teenagers and young adults **it is the highest selling cold drink above the world.? **The main theme of coca cola is â€Å"open happiness† coca cola packaging attracts the young generation attention very much. *Positioning statement: Coca Cola provides the best quality and taste in an affordable price. *Segmentation of Pepsi: **Pepsi has same market purposes like Coca Cola. Pepsi has also different kinds of soft-drink productin order to appeal to different ustomers. **Pepsi customers are mostly teenagers and young adults between the ages of 14 to 30. *Positioning of pepsi: **PepsiCo main slogan is – â€Å"Generation Next! † It spends billions of dollars in order to affect people and find creative slogan in every year. Pepsi is a cold drink which gave the best taste, low fat in a reasonable spending. Coca Cola is successful corporation because they have further plan to impess people and have good stategy to sell products in right places .

Bases of Power essays

Bases of Power essays Power is the ability of one person, group or nation to control another person, group or nation. It is the ability to tell them what to do and what not to do. Power may involve force, persuasion or rewards. Power also always involves a relationship. According to one of the founders of political science, Max Weber, power is the capabilities to have ones way in a relationship, even against the will of others. However, no person in a relationship always has all the power, and no person in a relationship always has no power. Power itself does not come in a lump; it is not one single thing. Instead, power is made up of 8.5 things, and these 8.5 things are what we call the bases of power. Below is a list of the 8.5 bases of power: 3) authority 4) knowledge/technology/information 7) size/solidarity 8) violence According to Karl Marx, another founder of political science, money is the only base of power. He said that with money, you could buy everything else. However, it has come to be accepted that money can buy everything except charisma and solidarity. For that reason, I have chosen charisma, solidarity and money as the three bases of power that I would most like to have. First on my list of bases of power is charisma. Charisma is defined as being the natural ability to influence anothers behavior. It is generally accepted that a person cannot train or learn to be charismatic, he is either born with it or without it. A charismatic person can get someone to like him and support him regardless of whether they agree with his actions or not. An example of this would be former President Bill Clinton. Despite knowing that he had cheated on his wife with Gennifer Flowers, the public nevertheless was swept off their feet by his charm and voted him into the presidency. And when he ...

Air Quality in Hong Kong Essays

Air Quality in Hong Kong Essays Air Quality in Hong Kong Essay Air Quality in Hong Kong Essay Air pollution in Hong Kong is often so bad that it is impossible to see across Victoria Harbor due to all the haze and smog. The government did endeavor to modify the air quality but, sadly, it still deteriorates continually. Even worse, the Air Pollution Index recently hit a record high, which suggests that the air quality in Hong Kong is far lower than the international standard. It all shows that air pollution is Just a growing problem and Im writing to raise several concerns about air pollution and suggest various ways in which Hong Kong citizens can help reduce air pollution. Let us begin with the cause of the problems, which includes three main aspects: vehicle emissions, unplanned use of land, and cross-border pollution. The first aspect concerns the vehicle emissions. With the increasing number of private cars, and the slow introduction of environmentally friendly fuels, the amount of air pollutants released by vehicles keeps increasing, thereby tarnishing the air quality. Secondly, the unplanned use of land can also account for the problems. Due to the limited land supplied, Hong Kong tends to be densely populated while the buildings are usually designed to be as tall as possible. All the buildings therefore form a physical barrier to block the ventilation of air. Consequently, pollutants like suspended particles are trapped in air, causing the air to be polluted. Cross-border pollution is the third aspect. There are currently numerous factories built in Mainland in Guangdong Province. The industrial air pollutants can be carried to Hong Kong by winds. Especially in winter, when much pollution is brought by the northern monsoon, the air quality is exceptionally terrible. To tackle the problem, we should focus on the causes and design solutions accordingly. To deal with the first cause, which is related to traffic, the amount of vehicle emissions should be controlled properly. Actually, this has been implemented before, for example, the installation of catalytic converters and introduction of unleaded fuels. However, the even worse air quality nowadays has proved these traditional means is not enough. In addition to these, the government should put more efforts into controlling the number of private cars on the road. Raising the registration fee of the newly purchased vehicles and levying heavier tax on vehicle ownership are ffective measures to minimize the number of private vehicles, thereby reducing emission of pollutants. Introduction of electronic cars or hybrid cars also reduce the release of air pollutants by vehicles. Apart from Just introducing these cars, the government should also subsidies the installation of corresponding stations for power supplement so as to attract more vehicle owners to switch their options. Then, the vehicles emission will definitely be lowered gradually. We can encourage citizens to use public transports instead of using private vehicles. This can help to increase he awareness of citizens on air pollution problems. Secondly, to achieve a better land use planning, new measures and laws should be set up for the developers and architects to refer to. For example, in order that the new buildings are surrounded with good ventilation, density and height of buildings should be reasonably limited and be stated in black and white as laws. Besides, in order to keep the air clean with low suspended particles content, a certain percentage should be set as the proportion of green areas in the urban. Good road planning and design can also be achieved with clear regulations and rules. And, without strict enforcement, all the aforementioned laws are Just meaningless. This explains why keen and frequent inspection and execution by the government is always needed to match with an ideal city planning. Government should encourage private sector and community participation to promote greening. The main initiatives being undertaken include active planning and greening program, enhancing opportunities of quality greening, community support and private sector involvement, and tree preservation. Thirdly, cross-border pollution should be solved by cross-border cooperation. It equires Joint effort from Hong Kong and Guangdong governments to develop environmental standards based on international best practices. For example, to decrease industrial emissions by requiring the most polluting industrial processes to upgrade or install control equipment. Setting up monitoring systems, restricting the number of factories in Guangdong and controlling the industrial emission of pollutants can all be included in the agreements. Remember that we are actually living under the same atmosphere with people of different nations. Air pollution is not only the matter of our own city, but a worldwide problem. It explains the importance of cooperation amongst different regions. Last but not least, the problem can be alleviated by discouraging people from smoking. Our government should extend the ban on smoking in parks, playgrounds and school. Also, monitoring can help to cope with the problem. Our government should impose more stringent regulations to the people who are against the law. To conclude, for the bright prospect of our society, on no account that our government and the citizens should not turn a blind eye to the problem, instead, we should go to great lengths to deal with the problem. For example, the government should pose some laws and stringent regulations. The citizens should rethink their attitude not to pollute the air. And I believe that if the government and citizens can take the above mentioned measures, it would be better for Hong Kong and we can build up an ideal environment in the future. The intolerably terrible air is what we inhale every day. We cannot protect ourselves from the polluted air. I believe if the problems continue to worsen, air pollution could be disastrous and tragic. Therefore, from now on, we should be more aware of it and contribute a little every day to improve the air

Environmental Regulation and Business Strategy in UK and Scotland Essay

Environmental Regulation and Business Strategy in UK and Scotland - Essay Example The plan also espouses the maximization of the remaining waste by utilizing its energy through waste-to-energy incineration plants. Electrical/and or heat energy can be produced by burning or incineration of wastes (Scottish Environment Protection Agency, 2011). This is an aspect of concern because the burning of solid and liquid material will produce mixtures of solid and gaseous emission like heavy metals, dioxins, particulates, ash residues, and acidic gases. An incineration plant refers to the technical unit and equipment that are dedicated for the purpose of burning or thermal treatment of waste material and in so doing, produce combustion heat (Council Directive 2008/1/EC of the European Parliament and of the European Council ). The definition for the incineration plant includes the site, incineration lines, waste reception, waste storage, fuel and air supplies, post-treatment areas for exhaust gases, waste and wastewater, and all other facilities and devices for control and mo nitoring the operations in incineration. Incineration of waste is achieved by oxidation, pyrolysis, and gasification. Strictly speaking, the energy produced by the incineration of waste materials cannot be considered renewable energy, but it can replace and supplement the energy that is sourced from fossil fuels like oil and coil, natural gas, and other renewable sources. As stated by the Scottish Planning Policy 6 on renewable energy, the energy derived from waste can help Scotland meet its targets for increasing electricity derived from renewable energy sources (Scottish Development Executive Department, 1997). Energy from waste is therefore considered a part of the response to climate change towards sustainable development. The Renewables Obligation gives incentives to suppliers of electricity to obtain electrical energy from renewable sources (Renewables Obligation, 2007). In Scotland, the Renewables Obligation, and the Renewables Obligation Order were enforced on April 2002. Th e schemes were introduced by the Scottish Executive and the Department of Enterprise and Trade, and are administered by the Gas and Electricity Markets Authority. The Renewable Orders set the amount of electricity from renewable sources to 5.5% and 6.7% in 2005-2006, and 2006-2007 respectively. In 2009, the Scottish government published the Renewables Action Plan, which committed the country to achieving 20% energy coming from renewable sources by 2020, which also meant that there must be a large increase in the energy derived from the heat (11% increase) and transport sectors (10% increase) (The Scottish Government, 2009). In the Renewables Obligation (Scotland) Amendment Order of 2011 which was enforced in April 2011, waste materials were already included as renewable energy sources. According to SEPA, incineration can be considered compatible with high recycling rates, which is also highly dependent on the segregation of wastes. Energy can be recovered from residual waste that ca nnot be recycled due to economic and technical reasons. Despite the economic crisis, the practice of waste incineration has risen worldwide (ecoprog/Fraunhofer UMSICHT, 2010). In the last decade, the annual global capacity of the incineration plants increased from 180 to 350 million tonnes. This can further rise by 20% in the next five years. It is further expected that with landfill sites decreasing, new plants will be

Super Heterodyne Receiver Essay Example | Topics and Well Written Essays - 1000 words

Super Heterodyne Receiver - Essay Example All modern television and radio receivers virtually use the principle of super heterodyne. The super heterodyne receiver reduces to the same intermediate frequency value. In order to accomplish this, it requires that the super heterodyne receiver be able to vary incessantly the frequency that is being mixed into the signal in order to keep the same difference (Jerry 1172). This paper will discuss Super Heterodyne Receiver and its various aspects. History The history of Super Heterodyne Receiver can be traced back to 1905 when Reginald Fessenden, a Canadian inventor, described proposed method to produce an audible signal from an Alexanderson transmitter. However, Edwin Armstrong, a United States Major, devised the principle of super heterodyne receiver in 1918 during the First World War in France. Armstrong invented this device as a way to overcome the deficiencies of early vacuum tube triodes that were being used as high-frequency amplifiers particularly in radio (Drentea 38). These amplifiers were used in equipment for radio direction finding and Armstrong realized that if these receivers could be operated at a much higher frequency, they would be better and more effective. At that time, however, there were no practical short wave amplifiers because of the existing limitations of triodes. Before Armstrong’s invention, it had been noticed that if regenerative receivers were allowed to move into oscillation, it would be possible for other nearby receivers to start picking up stations on frequencies that were different from those that were actually being transmitted on by stations. Several years later, Armstrong deduced that this was as a result of a supersonic heterodyne that was between oscillator frequency and the carrier frequency of the station (Jerry 1173). Therefore, Armstrong realized that that super heterodyne was a potential solution to the amplification problem of short wave. For example, he realized that to monitor 1500 kHz frequency could requ ire setting up an oscillator at 1560 kHz, therefore producing a heterodyne difference of 60 kHz; such a frequency could then be amplified more conveniently by the day’s triodes (Tsui 79). Eventually, Armstrong sold his patent for super heterodyne to Westinghouse, who in turn sold to RCA. RCA later monopolized the super heterodyne receivers market until 1930. Super heterodyne receivers gained more prominence in the 1930s with vacuum tube technology improvements. This situation could also be attributed to the rapid increase in the number of broadcasting stations that created demand for higher-performance and cheaper receivers. Introduction of tubes particularly designed for operation of super heterodyne receivers, notably the pentagrid converter, significantly reduced the advantage that preceding receiver designs had. Commercial production of super heterodyne receivers by the mid-1930s largely replaced the production and use of preceding receivers designs specifically tuned rad io frequency receivers. Eventually, the principle of super heterodyne was virtually taken up for all commercial TV and radio designs (Drentea 102). Design and Operation Principle of Super Heterodyne Receiver The operation principle of super heterodyne receiver mainly relies on the use of frequency mixing or heterodyning. The signal from an antenna is adequately filtered to reject the image frequency (Tsui 90).