Stem Cell Research Essay - 1316 Words

Stem Cell Research What is a Stem Cell? Stems cells are immature cells found in embryos that can develop into any kind of specialized cells. They can form virtually any cell of the human body. These types of stem cells are known as pluripotent cells. Multipotent cells are stem cells that are more mature; they can be found in adults and children. Multipotent cells are not as flexible as pluripotent cells, as they have already developed into more specialized human cells. Benefits of Stem Cells Benefits of stem cell research can be overwhelming. Today, millions of people around the world suffer from incurable diseases. Stem cell research could help the scientific community find a breakthrough in developing a cure. By observing†¦show more content†¦Stem cells, taken from a cloned embryo of the subject, could be used to grow organs and remedy the organ donation problem. Stem cells from a different embryo could also be used to create organs. If scientists opted to grow an organ from the subject, there would be a much lesser chance of tissue rejection. One of the current problems with organ donation is that the host body rejects the transplant tissue because it is â€Å"foreign.† If the organ came from the recipient, it would essentially not be foreign tissue. Professional, Legal, and Ethical Issues While there are enormous benefits to stem cell research, many professional, legal, and ethical questions arise about stem cells. Should stem cell researchers continue their research for profit? Or should they continue their research for the benefit of society? Those motivated by personal profits will be more motivated to uncover the most about the benefits of stem cells. However, these same individuals may opt to achieve the end, whatever the means. Individuals motivated by the benefit of society may take longer to research stem cells, but they may be more careful throughout the process. Should stem cell research even be legal? Should the government fund it? Currently, stem cell research continues, but it is limited to research on existing stem cell lines. Opponents of stem cell research are fightingShow MoreRelatedStem Cell Research : Stem Cells1338 Words   |  6 Pages Stem Cells Stem cells are cells that are found throughout the human body. They reproduce over a long period of time without changing. Stem cells can produce specialized cells, such as brain, muscle or lung cells. Stem cells in the last few years have recently made a big debut because medical professionals have discovered so many unique qualities to stem cells. They are on the cutting edge of medicine because of all their uses and the qualities that make them so unique from any other cell in theRead MoreStem Cell Research : Stem Cells941 Words   |  4 PagesStem cells have the extraordinary power to develop into several body cell types during early growth and development. (Stem Cell Basics). Stem cells are either embryonic: from a human fetus, or somatic: from an adult (Stem Cell Basics).These cells can be used to rebuild body tissue, treat diseases, and even cure others. They can be more effective in treatment of illness than the common treatment, such as therapy or medication. Stem cells a re potentially more medically effective than traditional treatmentsRead MoreStem Cell Research : Stem Cells1416 Words   |  6 PagesSTEM CELLS In this report, I mainly focused on Stem-Cells. You will read about Stem-Cells and its history from the moment this term was known. Also, you will know the Sources, properties, and the types of Stem-Cells. In addition, you will know some of the pros and cons researches about Stem-Cells. Stem-Cells are cells that have the ability to divide and multiply and renew itself. †¢ Sources of Stem-Cells: 1- The first source is Bone Marrow. 2- The second source isRead MoreStem Cells And Stem Cell Research1310 Words   |  6 Pagesnonspecialized cells which have the potential to create other types of specific cells in order to survive? Those cells are called Stem Cells and they are very crucial to develop organisms. Stem cell research is a subject that most people in the world have a different viewpoint on. Some view the issue of stem cell research and stem cell therapy as morally wrong and a crime against humanity, others view the study of stem cells as the next step in modern science (Reeve.) I think in some twisted way, stem cellRead MoreStem Cell Research : Stem Cells1261 Words   |  6 Pagescure diseases. Now we have stem cell therapy. Stem cells promise future cures for many currently considered to be â€Å"incurable† diseases, but with more research, we can overcome the controversy surrounding this this topic and help people live longer, improve their quality of life, and save many many lives. To understand the big hype about stem cells, one must know what a stem cell is. Stem cells have specialized functions that have the potential to become any type of cell in the body. According toRead MoreStem Cell Research : Stem Cells1416 Words   |  6 PagesDana Moua English IV 25 April 2016 Stem Cell Research What are stem cells? Stem cells are undifferentiated cells that are found in multicellular organisms. The reason for scientist’s interest in stem cells is because of the possible applications of using them. These stem cells can be used to regrow organs/tissues. By using stem cells, scientists may be able to find cures for different cancers, certain genetic diseases, and different physical trauma damages. They can be used to treat a varietyRead MoreStem Cell Research : Stem Cells999 Words   |  4 PagesSTEM CELLS WORKING TO SPECIALIZE INTO CARDIAC CELLS Once the stem cells are delivered near the damaged areas of the heart, the regeneration of cardiac (heart) cells is possible. There is a lack of understanding on how or why specifically the stem cells turn into heart cells. â€Å"Recent studies indicated that the benefits associated with adult stem cell injection might come from paracrine effects, the effect of a nearby cell sending chemical and electrical signals to the stem cell, and not from myocardialRead MoreStem Research On Stem Cell Research1747 Words   |  7 PagesEnglish 111-36 25 November 2014 Stem Cell Research Stem cell research has cultivated a new, miraculous study in the health field. The study has led to an increase in curing diseases over the past couple of decades. Before stem cell research, diseases were destroying and devastating lives continuously on end. With the use of stem cells in modern time, diseases are no longer taking control of lives. The innovation in biomedical technology, such as stem cell research, has greatly impacted the understandingRead MoreStem Cell Research : Stem Cells1999 Words   |  8 Pagesregenerative medicine, commonly known as stem cell research. Stem cells are undifferentiated cells within the body that have the capability to specialize into any tissue. They are most commonly found in cord blood, bone marrow, organ donations, placenta, and embryos . Stem cells are seen by some as a new miracle treatment, encouraging many countries to invest in their research. The transfer of information, often shared through scientific reports and research, puts this topic in a highly internationalRead MoreStem Research On Stem Cell Research1271 Words   |  6 Pages! ! ! Stem Cells Research ! ! ! ! ! ! ! Jabaree Shipp English III NCVPS Mrs.Gallos 8, December 2014 ! ! ! ! ! ! Throughout most of our lifetime on Earth many have pondered the thought of how they and the things around them have been created. They wondered what makes grass grow to what makes themselves grow mentally and physically. Through extensive research and major advancements in technology over these years, decades, and centuries we still have no answer to our own questions. But, we do however

Iron Jawed Angels Essay Example For Students

Iron Jawed Angels Essay Outline1 Introduction:2 SOCIAL PROBLEM:3 ALICE PAUL, A SYMBOL FOR CHANGE:4 WHO DO NOT WANT CHANGE?5 Decision: Introduction: Women’s Suffrage was a great motion geared towards availing adult females the ability to the right of ballot. Two adult females together assisted the National American Woman Suffrage Association develop and turn to over 2 million by 1971. They supposed it was paramount to travel province by province to achieve each provinces support separately. Iron Jawed Angels was a really socially and politically right movie, which is picturing the attempts of the suffragette’s. The function of Alice Paul was played by Hilary Swank, a brilliant and noncompliant adult female who puts her life on interest for the right to vote. Even though her positions weren’t trendy, but she kept at her cause. Alice Paul and others petitioned a war against the president outside of his ain abode for months during the clip of difficult conditions and even harder critical and disapproving crowds. It was non believed by anyone, what they did was ethical, and so non evens the security bureaus and constabularies would protect them. With the transition of clip, the protestors were obligatorily removed under charges of â€Å"blocking traffic† , and they were sent to Occoquan Workhouse for three months. Though, they were behind the bars, they were forced to work in an flagitious environment. Alice Paul was chose to maintain in a hungriness wo rk stoppage and she was force-fed the natural eggs with the aid of a fictile tubing many times. SOCIAL PROBLEM: Historians discuss that most adult females believed, they were created to populate as the girl, married woman, female parent, and housewife and that was their exclusive intent. To travel next that was inhumane and cruel, it was non their topographic point in faith to withstand their hubbies. They are besides restricted to set their kids and siblings through something parlous. Many adult females believed that when we got the right to vote, it should merely do sense and if it was kept into well-born of the household. Our society has splashed the beads of the gender favoritism. It seems like the cultural political orientation throughout the universe. I think it is the effects of the faith on our society. In every alleged revealed faith claims that, I have given the rights to the adult females, but in world faith merely authorise the adult male, within the society. So the jobs with the rights of the adult females are really common among many civilizations of the universe. These rights are for the protection and autonomy of the adult females in the society. The chief subject of the film besides is to give a suited position to the lady of the society because adult male and adult females have fewer differences than the similarities. ALICE PAUL, A SYMBOL FOR CHANGE: In this film, the character Alice Paul is being used as the symbol for the alteration. The prima function played by the Hilary Swank. She has to alter the position or switch the paradigm. Because in our society it is ever suppressed the adult female by extinguishing their societal rights i.e. right to vote, right to work, right to get married and love. A free mind or a broad mind is a good illustration of a pervert. This type of individuals frequently rejected the authorization. Most free minds are those who rebel to their spiritual beliefs. Religious beliefs are frequently based on tenet. There is no nexus of rationalism when we covering with faith. It is frequently observed that there is no infinite of aberrant behaviour in faith. It is ever prohibited. Free minds form their ain belief, thoughts and sentiments autonomously of any authorization, which imposed their ain positions. They do non pattern any outside inspiration to force them into a judgement. Furthermore, these types of people will raise the inquiry about morality of the Torahs of society and civilization. Rules and ordinances are merely supposed to be followed and sometime imposed to the peoples and non questioned. When Torahs are interrogated, a free mind becomes an extremist and extremist in the position of a society. The Hippopotamus: Endangered Species Report EssayWithout the Feminist Movement and run, adult females might still be objectified and presented as diminished and treated as nevertheless they were slaves to work forces. If the run did non take topographic point in the clip which it did, it is hard to give a topographic point where adult females would be in the universe today. But now, adult females would hold the rights they made so, but certainly it would hold a different feeling if it had occurred more late. This scenario of racial ferociousness and inhumanness drew an attending of international jurisprudence and enforcement bureaus. They were instrumental and involved in their minutes and everlastingly changed the American Society and its hereafter. Both the leaders have different civilizations, motivations and backgrounds, but their causes relatively same. The motivations are behind their behaviours for which they stood against subjugation, unfairness and sought the freedom for all. Their beliefs, attempts and battles were evident and apparent in their authorship. Two of the most celebrated Hagiographas in the American History are â€Å"Letter from Birmingham Jail† and â€Å"Declaration of Independence† . The capable affair of both the Hagiographas is intended and oppressed audience, and they are succeeded to actuate them. That was the clip when black adult females and work forces were violently and consistently denied a platform and policy from which they could easy and publically discourse their issues to the state and autocratic. Decision: The books of women’s history have continuously been linked with modern womens rightist political relations every bit good as with fluctuations in the persuasion of history itself. When adult females required start inquiries about favoritisms in their ain lives they bowed to history to grok the beginnings of their subjection and to understand what they could get from trials that had been made earlier. If a adult female s portion could be shown to be informally constructed within a elaborate historical position, instead than ordinary and general, so womens rightists could claim that it was unfastened to alteration. Women s history is now distant more entrenched in the class in higher instruction than half a century before ; the figure of chaps in adult females s history has greater than earlier and there are far extra publication openings. Furthermore preparation of the adult female courses both at undergraduate and at graduate student classs have decayed over the same period and many conventional history texts silent and give small infinite to adult females and their peculiar experiences. In this model it remains important to advance scrutiny into adult females s antiquity both inside the college and in the broader community. The close association between modern womens rightist political relations and historical preparation means that adult females s history is still capable to excite enthusiasm and is invariably traveling, emerging new countries to research and new perceptual experiences and methods with which to analyse them.

Who Is an Architect an Example by

Who Is an Architect? Architecture has always been one of the most rapidly evolving areas of human performance. Since ancient times, and across different cultures, architecture was inevitably associated with the art of construction. With time, the products of technological development have changed the image of architecture; an architect was no longer a builder; rather, he was turning into a professional technologist and businessman. Despite the growing interest to architecture as an area of professional activity, we still lack a clear definition of who an architect is. Despite the fact that the word architect seems to have one semantic meaning, it is filled with numerous hidden connotations, which vary from culture to culture and make the definition of an architect as intangible as architecture itself. Need essay sample on "Who Is an Architect?" topic? We will write a custom essay sample specifically for you Proceed Architecture vs. an Architect: the Force of Evolution The art of architecture is inevitably associated with the art of building; but do we have the right to limit an architects role to that of a builder? In the course of architectural evolution, architects functions were never limited to building; on the contrary, architects comprised numerous roles and functions that changed under the impact of the changing social and cultural orders. Long before the appearance of a self-identified architectural profession, most American cultures recognized some of their members as specialists with superior skills or knowledge of building, yet their roles varied from culture to culture (Upton 247), and only by the beginning of the 18th century America has gradually approached the modern meaning of architecture as the reasonable combination of construction, management, leadership, and supervision. The evolution of architecture symbolizes the long journey of architecture as an art of construction to architecture as business. At the beginning of the 18th century, architecture as business and science was deeply disorganized. The roles of architects varied from culture to culture; the architectural functions in urban territories were completely different from those in rural areas. Architects varied in their skills, from small craft workers who restricted themselves to equally small building and repair jobs to large-scale contractors or undertakers (Upton 248). Although craft organizations were called for disciplining architecture as business, professional unions lacked a single and relevant definition of architecture, and as a result, of an architect. While some were designing buildings based on their knowledge of craft, others were deeply fascinated with the art of design. Slowly but steadily, architecture was turning into a continuous line with art and science at one end, and wi th business and customer service at the other. By the beginning of the 20th century, architecture has finally become a profitable area of business performance. Who is an Architect? As we try to define the role and place of an architect in the modern structure of social and economic relations, we face the lack of appropriate criteria that could be used to produce a single and relevant definition of the architect. Sociologists define a profession as a full-time occupation that has its own training schools, a professional organization, licensing and other forms of community recognition, a code of ethics, and the right of self-governance (Upton 250). Taking into account the changeability of architecture across civilizations and cultures, and the changeability of the architects roles, the sociological definition of a profession does not leave any space for change; moreover, it borders on standardization and significantly limits the scope of the architects knowledge, skills, and practical obligations. Architecture is art; and art is intangible. Architecture is business; and business is subject to changes. Certainly, the segmentation of the American economy calls for the separation of handwork from headwork; in this context, the architect is gradually acquiring the features of a widely accepted and recognized profession. Simultaneously, industrialization and reorganization of labor change the traditional image of architecture, and now like the most successful producers of consumer goods, large, centralized, corporate architectural firms offer a highly polished, high-quality, predictable product (Upton 254). However, these economic and social winds do not change the essence of our relations with architecture: here, categorizing is equal to stereotyping, and stereotyping is inappropriate in architecture. Evidently, the time has come when we must recognize that like art, architecture enjoys a special status arising from its traditional role as a vehicle of social identity and from the metaphorical power of architecture as a symbolic or sign system (Upton 255). Architecture is more than a simple profession; architecture is the language of art that cannot be defined in strict and limited terms. To be an architect actually means to be an artistic persona with a self-conscious rhetoric of integrity, embattlement, and singularity (Upton 265), similar to Frank Lloyd Wright who was the first to epitomize the architect. Architecture is business, and business requires professional knowledge, but architecture is more than profession. We cannot limit our understanding of architecture to the use of jatakas, which undermine cognitive exclusivity, exposing it as a hollow pretence (Upton 268), because architecture is both unique and exclusive. Architecture is a lifestyle, combined with academic educ ation and practical experience. Architecture is selling ones unique and intangible style, which is later reflected in completely tangible works of architectural art. Like physician or lawyer, the word architect may have one semantic vocabulary meaning; but unlike physician or lawyer, the word architect has multiple hidden connotations the connotations that change under the impact of external social and cultural factors and that deprive us of a chance to produce a single, relevant, and never-changing definition of the architect. Conclusion Throughout the centuries, and across cultures, the architects roles were constantly changing. From being a builder and supervisor, architects have gradually turned into businessmen with sound academic knowledge and excellent leadership skills. To define an architect as a profession means to limit the scope of the architects roles; that is why we will hardly be able to define who the architect is. All we can do is to reconcile with the long-standing vision of architecture as a lifestyle reflected in wonderful and always unique works of architectural art. Works Cited Upton, D. Chapter 6. Art. In D. Upton, Architecture in the United States. Oxford University Press, 1998, pp. 247-83.

Duckback Marketing Plan Essays

Duckback Marketing Plan Essays Duckback Marketing Plan Paper Duckback Marketing Plan Paper Executive Summary Set up in 1920, Bengal Waterproof Ltd (BWL) has the distinction of being Indias first waterproof products company. BWL is famous for its Duckback brand, the company is a leader in the domestic market for protective wear and rubberised consumer durables. Besides millions of households, its customers also include government institutions and defence establishments. Ironically, its strong brand equity was also the reason for the companys lacklustre marketing initiatives. Meanwhile, consumer preferences have changed. Now, the company has had to re-engineer processes and introduce new products in the market. An investment of Rs 40 crore is on the anvil on manufacturing processes and on marketing initiatives. The company now proposes to set aside a sizable chunk of the proceeds from sales for brand-building and advertising initiatives. Duckback basically has two major segments- the luggage segment and the rain wear segement. Here we analyse the basic strengths, weaknesses, opportunities and threats to the company, followed by Porter’s five forces analysis. We proceed to find out its major competitors,substitute products, target markets and product lines in both the segements. And then we move on to propose a marketing strategy to improve its market share. Introduction Duckback was founded by Surendra Mohan Bose, who was a freedom fighter and in this connection he was also arrested in 1914. In 1919, he started Bengal Waterproof Works along with his three brothers in Kolkata. Initially, it only manufactured raincoats under the Brand Name ‘Duckback’. The name Duckback was conceived from the idiom ‘Like Water Off a Duck’s Back (water does not stay on a duck’s feathers and hence the name was perfect for a waterproofing solution). In 1938, Mr. Bose purchased the closed Dicon Rubber factory and in the same year, its entire manufacturing operations were shifted from Kolkata to Panihati in the 24 Parganas (North) district in West Bengal. In 1940, Bengal Waterproof Works was converted into a limited company and renamed Bengal Waterproof Ltd. ? S. W. O. T Analysis Strengths: Indias first waterproof products company 88-year-old company with a very strong brand recall The company is a leader in the domestic market for protective wear and rubberized consumer durables Customers like government institutions and defense establishments Excellent distribution channels and quality standards Catering to markets like the UK, Germany, the US and Canada. Best known for its traditional products such as hot bags, ice bags, rainwear and gumboots Low and affordable cost structure Weakness It has been in the soft luggage segment since 1986 although it has not enjoyed good shelf-space till now. Armchair Marketing lacklustre marketing initiatives. Opportunities New product offerings can help reposition the Duckback brand in the retail market. Large school bags market, mostly catered by local players till date. Tie up with some major multinational brands. South is a major market for the company Scope for market expansion in other regions of India. Threats Rainwear is a seasonal business – Major contributor to revenues. Weak brand name in the premium segment. Porter’s 5 Forces Model: The threat of substitute products: The existence of close substitute products increases the propensity of customers to switch to alternatives in response to price increases (high elasticity of demand). Duckback faces a very major threat for its rainwear product in the form of Umbrella. Buyer propensity to consume is low in luggage and rainwear segment. Buyer switching costs is very small. Perceived level of product differentiation is not much as far as hospital and rainwear industry is concerned. The threat of the entry of new competitors Profitable markets that yield high returns will draw firms. This results in many new entrants, which will effectively decrease profitability. Unless the entry of new firms can be blocked by incumbents, the profit rate will fall towards a competitive level (perfect competition). Barriers To Entry Rainwear industry largely being unorganized and involving very low cost for set up, barriers to entry are very low. On the other hand, for hospital equipments considerable amount of barriers to entry exist on account of high set up costs and requirement of high quality standardized products. In case of luggage industry it can be said that though low barriers to entry exist in the lower segment, high amount sophistication required in the premium segment make entry difficult for new entrants in this segment. Access to Distribution Channels: Incase of distribution channels for rainwear and luggage, the access to channels is easy. Hence new competitors can very easily enter into these segments. Though, distribution channels will be difficult to capture for the hospital equipment industry as this industry requires direct selling and contact with hospital administrations. Intensity of Competitive Rivalry For most industries, this is the major determinant of the competitiveness of the industry. Sometimes rivals compete aggressively and sometimes rivals compete in non-price dimensions such as innovation, marketing, etc. Number of competitors: For all the product lines of Duck Back, the number of competitors competing is very high, more in the unorganized sector than in the organized sector. Rate of industry growth: In case of Rainwear Industry, the rate of industrial growth is very minimal, making it highly unattractive for competition. Diversity of competitors: High diversity of competitors exist for the various product lines of the company. Level of advertising expense: Advertising expense in the rainwear and hospital equipment industry is minimal or almost nil, whereas in case of luggage industry as there are few major players catering to a major chunk of the market, a high advertising expense is incurred by the companies to show the differentiated f eatures of the product. The bargaining power of customers This force refers to the ability of customers to put the firm under pressure and it also affects the customers sensitivity to price changes. Buyer concentration ratio: As buyer concentration ratio is very low for all the product lines, customers do not enjoy any major power on suppliers in terms of price or type of products. Firm Concentration ratio: In case of luggage premium segment, a high concentration ratio exists which gives customers a very low bargaining power as not many options are available for the customers. Buyer switching costs relative to firm switching costs: Buyer switching cost are very low. Thus giving rise to high competition. Buyer price sensitivity: Low price sensitivity exist for the various products as all the products constitute very low proportion of the income of the consumers. The bargaining power of suppliers Also described as market of inputs. Suppliers of raw materials, components, and services (such as expertise) to the firm can be a source of power over the firm. Suppliers may refuse to work with the firm, or e. g. charge excessively high prices for unique resources. Presence of substitute inputs – There are number of substitute inputs available as firm can use Nylon, PVC, and other substitutes for manufacturing its products. Supplier concentration to firm concentration ratio Supplier concentration ratio is high as compared to firm concentration ratio, bargaining power of suppliers is high. Cost of inputs relative to selling price of the product – Cost of inputs is low relative to selling price of the product. Products and Corresponding Target Markets The product range of Bengal Waterproof Limited, sold under the Duckback trade name can be divided into the following segments: 1. Clothing waterproof and weatherproof 2. Footwear – industrial, protective and special purpose 3. Rubber products for industrial use 4. Rubber products for medical and laboratory use 5. Inflatable structures and goods 6. Soft luggage A detailed description of the target market based on different demographic parameters, industry and societal trends, and customer needs is analyzed and given below. 1. Clothing waterproof and weatherproof The product line under this segment is as follows: a)Raincoats: The product line depth under this category includes the conventional single piece raincoats, raincoats with leggings and hood, designer raincoats, feather weight raincoats. Target Market: i. Based on Geographic location The aim would be to target customers all over the country with special emphasis on the rainfall intensive regions – namely the western coastal region covering the states of Karnataka, Kerala, Maharashtra and Goa and the eastern states of West Bengal, Orissa and Bihar. A potential market in the north-eastern region is not being exploited at the moment due to the prevalent unsuitable conditions which pose a difficulty in operationalizing the marketing plans. Any stabilizing in the future would present an opportunity to enter these markets. i. Based on profession The marketing efforts are to be concentrated on two segments – school children and the working class. This is because of the perception of raincoats as being ‘so-not-cool’ amongst the youth. For these two segments, the utility factor matters more than the appeal. Designer raincoats Raincoat : leggings and hood The designer raincoats and the feather weight raincoats would focus on school children; and the conventional single piece raincoats and the raincoats with leggings and hood would focus on the working class. These would cater to their need of travelling on a two wheeler or while commuting from their residence to the place of work via public transport, when it is raining. b)Umbrellas: Conventional black, designer umbrellas, travel umbrellas. The conventional black umbrellas are targeted at the consumers who need to carry an umbrella and maintain a formal look about them or for those who prefer the traditional looking umbrellas to the designer ones. Designer Umbrella The designer umbrellas are targeted at school children, the youth and women. These provide an opportunity to make a style statement while retaining the idea of an umbrella. Travel umbrellas focus on the need of customers to carry umbrellas in their bags. With an increase in the percentage of working women, it provides them with a convenient option of carrying an umbrella in their travel bags and purses. c)Wind cheaters: Derby super comfort jackets, all weather jackets Windcheaters This segment particularly focuses on the youth who need to make a style statement along with fulfilling the need of weather protection. The Derby Super Comfort jackets focuses on all weather protection, targeting the youth with its unique styling. The all weather jackets are designed keeping in mind the requirements of the general population who look to protect their clothing from rain and dust while travelling. 2 Footwear – industrial, protective and special purpose The different products in this category include: a)Safety and work footwear : The following industries are the ones which require footwear designed for specific purposes. i. Mining ii. Steel iii. Glass iv. Cement v. Electrical Within this category, Boot and shoe lining soles are also included. These products will not require much of a capital investment to produce nor do they require a high operational cost. However, for the industries which use them they form a critical component as worker safety is a primary concern for them. As such, we will be catering to a niche market where our advantage of being an experienced manufacturer will stand us in good stead, and higher profit margins can be expected as there are not many other competitors in this category. b)Dielectric and conductive footwear : These form an integral part in the operations of the semiconductor manufacturing industry and the electronics industry. The manufacture of special components requires that latex based products for insulating purposes. The high involvement of such equipment provides a viable economic opportunity for the company to invest in a larger scale of operations for this type of specialized footwear. Dielectric footwear Gumboots c)Special purpose footwear: These include footwear such as Gumboots, Super gumboots and snow ankle boots. The defence services also require boots for different terrains. Our aim would be to build the footwear which would be consistent with the production facilities and would not entail a huge investment. Duckback already has a relationship with the Indian Navy and the Indian Army because of its inflatable structures being used by these institutions. We would try to leverage this relationship to establish a foothold into the special purpose footwear. 4. Inflatable structures and goods: The primary market for these structures is the Defence Forces. The company makes a range of inflatable boats, assault boats and life jackets for the Indian Navy and the Army. With the Defence Sevices going for an upgrade in their equipment, there is a possibility of bulk purchase tenders coming in the market. Our focus would be to use the goodwill and experience gained in the previous transactions with them and to continue as a supplier to them and try to capture a larger share of the pie. Another niche market is making inflatable boats for recreational activities like adventure sports and whitewater rafting. With people becoming more aware of adventure sports and having a higher disposable income, this sector is expected to achieve a high growth and our aim would be to emerge as a major supplier for this sector. As a part of a promotional campaign, we can associate the Duckback brand name with a few adventure activities to achieve recognition amongst the organizers of such events, who are going to influence the buying process. In order to cater to the servicing requirement of inflatable boats and life rafts the Company should set up service stations in the dock areas. Inflatable Boats 5. Rubber products for medical and laboratory use One of the main reasons for which we suggest that BWL foray into this Industry are the high rate of growth coupled with the previous experience of the company in making the hospital equipment. With a large number of hospitals and healthcare centers being opened across the country, there lies a huge potential market for these products, on a large scale. The emphasis here is to identify the major players in the market and to establish a relationship with them on a long term basis. This means that BWL would focus on strengthening its relationship with the existing business consumers and try to forge a relationship with new n emergent players, on a B2B platform. There are various factors, which govern the growth of the medical and healthcare industry. Some of the key factors are: Continuous investments in research development has resulted in increased productivity and better quality of drugs, medicines, medical instruments, hospital equipment, and other medical supplies used in medical industry. Provides employment to large chunk of human population. Increased costs in the medical treatment in the developed nations have driven patients to migrate to Asian countries and India provides a cost-effective solution. Rise in ailments among the ageing population both in developed and developing nations has led to the increase in demand of variety of drugs or medicines. Innovative techniques of drug discovery and drug development, new cures and treatments, gene testing for insurance, genetic predictions of disease and related issue, human cloning and reproductive technologies are the other key drivers of the medical industry. SHARE OF MEDICAL EQUIPMENT SUPPLIES IN 2006 The division of the rubber equipment in the medical industry is indic ated by the pie chart shown above : The products in this category which lie in our region of interest include: CORRUGATED DRAINAGE SHEETS HOT WATER BOTTLES ICE BAGS AIR CUSHIONS MACKINTOSH SHEETING 6. Soft Luggage PART 1 Major Competitors: Samsonite VIP Future Prospects The future prospects for any Company in the Luggage Industry look good majorly on account of high growth in the travel and tourism industry. The current industry size of the luggage industry id close to Rs. 00 crores and is expected to experience a growth rate of 15-20% in the current times. Another major point to be noted here is that the major growth that is expected to happen is in the premium segment of the luggage industry which is expected to grow at the rate of 30%. Target Customers Duckback can divide its target customers into various sergments viz. Lower segment customers, middle segment customers and upper segment customers. Based on the demand analysis of the industry, it can be said that Duckback need to focus on the upper segment customers on account of high demand in this segment. Duckback can also focus on the middle and lower segment of the market as this segment is still untapped by any major player and has been dominated by only the unorganized sector. Duckback can build its image in this segment and target customers looking for a durable but an inexpensive brand. Target market demographics Upper Segment: The target segment for this segment would be the upper middle class where people like to travel alot, abroad as well as in India and they look for convenient luggage which is easy to handle, safe and also looks attractive. Middle Segment: In the middle segment, one of the major target customer group are the sales persons that travel frequently and require bags that are durable, safe and easy to handle. This group does not much focus upon the aesthetics. Lower Segment: Duckback should try and withdraw itself from this segment altogether as this segment is dominated by the unorganized sector and catering to this sector would not go along with the image that is to be projected for Duckback. Products Positioning: Duckback has to focus on premium segment of the luggage industry with major stress upon four attributes viz convenience, variety, aesthetics and safety. The products offered in the various segments of the luggage industry will be positioned in different manner in the eyes of the consumer. Presently the image of Duckback is that of a product which is inexpensive, affordable and easily maintainable and which caters mostly to the lower class segment. Its competitors like VIP and Samsonite feel that though Duckback is a very reliable product, it would not prove to be much of a competitor especially in the premium segment. So, we should position Duck back as a lifestyle brand and not just any other bag. General Strategies: Presently, Duckback enjoys a good position in the eyes of the customers of the lower segment. So it should continue the same strategies and also work increasing its penetration in the lower segment. At the same time, it should also concentrate on embarking into the premium segment. It should position itself as a lifestyle brand and not just as any other bag. So for this, it should change its image into a much more trendy and suave baggage company. They can have luggage designed for the upscale market: with special features such as imported leather etc. They can come up with luggage made of floral upholstery fabric to appeal to the feminine buyer and impart a sense of aesthetics. The biggest challenge for them is to design luggage that looks sophisticated but at the same time is durable, withstands manhandling by dozens of baggage jockeys. So they can come up with suave designs to look good, and also include tougher ballistic nylon, retractable handles and wheels to ensure easy utility and durability. Soft Luggage: The product line of Duckback should include the soft luggage segment. The reason for this is that customers are now giving more emphasis on the convenience and the aesthetics attributes of the luggage. Hence they are preferring the soft luggage. All the major players are also shifting their focus to the soft luggage segment. Another reason that can be attributed to this is increase in the cost (approx. by22% in last 1 month and almost by 100% in past 1 year) of the polypropylene, a raw material (contributing to approximately 75% of the material) used for making of hard luggage. As a result, the hard luggage industry has in fact shown a negative growth of 15% in the past while soft luggage industry growing at a rate of in excess of 40%. Pricing Strategy: As Duckback has a huge section of its customer base in the lower income segment, its prices should not be too high compared to its competitors. As of now Duckback is considered to be a very affordable brand by its customers, so it should continue with these pricing strategy. And maybe it can come up with some discount schemes and gift incentives to increase its penetration in the lower income segment. And for the premium segment, if we price the premium item too low, customers will not believe the quality is good enough. Distribution Channels: Premium Segment: For the premium segment, the Company can have exclusive outlets at prominent malls, shopping centres etc. for its products as this will help Duckback distribute its products in the right kind of ambience along with showcasing of all its range together. This will promote in the strengthening of the image of the Company. Medium Segment: For the medium segment, besides exclusive outlets, use of local distribution channels will be more beneficial as it will increase the reach of the products to the entire middle class which generally picks up luggage off the streets. Direct B2B Selling: Another channel that can be used to widen the market of the products is the direct B2B Selling. Duckback can try and have direct tie ups with companies, schools, colleges, airlines, etc that give bags to their employees or as reward to their customers. This will help Duckback to reach a wide range of customers and be a known name. Promotional Activities Advertisement: Innovative Advertising using banners at airports, railway stations, metro stations etc should be used where the visibility of the brand is high amongst the target consumers. Television: Till now, Duckback has not tried to connect itself with the consumers directly. It has not advertising as a promotional tool. Its marketing strategy has concentrated more on B2B selling. But with its foray into the soft luggage segment, it needs to forge a relationship with the consumer and the first step towards this relationship building is to use a visual medium to connect to the minds of the consumer. Promotion: Various promotional strategies can be used by the company. Company can have stalls at International Trade Meets such International Conventions, Trade Meets etc, which display new product range of the company along with certain kinds of loyalty coupons given to the target customers. Road shows: Another way to increase the visibility of the product is to organize road shows at various prominent locations in various parts of the cities and showcase consumer centric products of the company such as luggage, rain wear etc. This will increase brand recognition among the consumers and thus would encourage repeat purchase. TECHNOLOGY ABSORPTION, ADAPTATION AND INNOVATION A continuous process should be carried out to improve the present technology for the existing products and also to introduce new products. The endeavor should be to increase the amount of R D involved in various projects and to introduce new technology to improve upon the current methods of production. Benefits derived as a result of the above efforts are expected to be : Reduction in cost. Higher production efficiency. Improvement in quality. Increased customer satisfaction. Also, the Company has not imported any technology during the last five years reckoned from the beginning of the financial year. This is an impediment to the growth of the company as the company is lagging behind in this aspect. A formidable threat the company faces is from the international market, especially China which can flood the markets with their low cost pro ducts. Technology import will impart us the ability to produce low cost products without compromising on quality.

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