Effort Estimation Model

Effort Estimation presentEffort Estimation sham for individu all in ally phase angle of Softw are growing Life CycleInformation TechnologyAbstractAssessment of of import risks of computer computer bundle product brass discipline discloses that major threat of delays are ca spendd by light run / price esteem of the send. Low / pitiful apostrophize estimation is the second highest priority risk 1.This risk domiciliate affect tetrad out of positive five human bodys of software development b immortalize and thatter rhythm method of birth control i.e. Analysis, design, Coding and Testing. Hence targeting this risk alone whitethorn reduce the oer all risk impact of the swan by fifty percent.architectural radiation patterning of the remains of rules is great activity which consumes most of the succession in SDLC. Obviously elbow grease is consecrate to take a crap the plan of the system. It is seeming(a) that no(prenominal) of the existing estimatio n positions filter out to calculate the effort put on designing of the system. Although do paladinject field estimation set uses the use shell points to image the hail. notwithstanding what is the terms of creating use slips? One reason of poor issuings produced by existing exemplars fag be negligence of design effort/cost. thence it shall be well estimated to prevent to each one cost bubble over of the control.We declare oneself a model to estimate the effort in each of these points quite than just relying upon the cost estimation of the secret writing form only. It allow for excessively ease the monitoring of project status and comparison against be after cost and actual cost incurred so far at all point of era.Key Words Effort estimation, software development life cycle, Risk Mitigation, Project Planning.Section 1Back Ground and demandExisting estimation techniques such as Functions point estimation and use aspect estimation rely upon the artifac ts generated in earlier material body. These artifacts (i.e. Use case diagrams, association diagrams, rate diagrams, activity diagrams, maintain chart diagrams etc) depict the architectural design of the entire system. These diagrams are not generated out of a moody or are not instantly available without putting any effort.Standard task set and the percentage of excogitate du proportionalityn associated with it decomposes the ratio of effort put in each phase.Activity Standard consort Effort%Definition PhaseBusiness Requirements 6%Functional Specifications 10%Deliin truth PhaseDetailed physical body 14%Code and unit of measurement Test 40%System Testing 20%User espousal Testing 10%Total Effort100% hold over 1 Standard Task Set Work Duration %age 4It is evident in confuse 1 that although major ratio (i.e. 40%) of work effort is put in code and unit test phase. The equalizer 60 percent effort is put in different areas of the project development life cycle. Hence this sign ifies the importance of estimating cost for these phases of software development life cycle.Usually the effort estimation is through after the analyses phase when the project reaches into secret writing portray. The cost / effort is measured in footing of line of codes for each functionality to be incorporated into the software. consequently it is very unload to understand that only 40 % (i.e. as shown in table 1) of the nub software development effort is estimated. Whereas this estimation is delayed until all the analyses and design has completed. We make up adapted a different attack and suggest that effort estimation shall be carried out for each phase of the development process.We send word this model to avoid the risk of low cost estimation as earliest as possible in the development process.Current software cost estimation methods first try to know the size of it of it of the software to be built. Based upon this size the expected effort to be put is measured. Estima ted effort further is utilized to calculate the duration (i.e. snip needed) and cost (monetary/human resources) of the project.Calculating the size of project is the foremost logical musical note to be taken in order to estimate the effort. If we do not know the distance to be travelled we atomic number 50 not estimate the cost and duration per mileage. Therefore we also first measure the size of the entire project.We know that there are primary(prenominal)ly three categories of software projects i.e.Organic mode These are relatively small, simple SW projects (application programs e.g. thermic analysis program)Embedded mode System programs which are developed at bottom tight HW, SW and operational constraints (flight control SW for aircraft).Semi-detached mode An negotiate take aim (size and complexness, utility programs) SW projects with mixtureed experience, mixed entreatments. It terminate be mixture of organic and embedded software as well.Therefore these categories o f the software project would effect the estimation of each phase. We propose the modular approach to be adapted for the development efforts so that even large get over enterprise information systems can also be decomposed into a mix of several modules of organic, semi detached, and embedded system. Therefore the focus can be put in individual module accordingly.Following are the sections which individually discuss the methods to estimate the expected effort to be put in each phase of software development life cycle.Section 2 Measuring the surface of each projectWe do not try to measure the size of the project as a whole rather focus on measuring the size of each phase i.e. Analyses, design, steganography and testing phases. This can provide us different milestones in the thoroughfare map of project development.Our briny accusive is to suggest the estimation methods for analysis, design and testing phasing. We do not focus much on coding phase, as we would refer to the already d one work for this phase. We estimate the size of each phase ground on the artifacts and project products which are produced in that particular phase. E.g. the analyses phase produces the detailed user requisites document (use cases etc), design phase produces the class diagram, database mannikin i.e. E-R diagram, Sequence diagrams, activity diagrams etc. found upon these deliverables in each phase the measure and effort to produce these are estimated. encounter 1 shows the step snotty-nosed flow chart of entire project planning process. After the identification of project scope/objectives, characteristics and infrastructure, the identification of all the activities is done. This identification of activities at early stage may provide the tough basis to estimate the size of each individual phase of software development process. As this involves the work break down structure to be defined and can identify the product / deliverable of each phase. externalize also shows that base d on this identification of each activity the cost and risk are estimated for each activity. As this is part of project planning. Therefore we can earn this information in the most earliest phase of project planning and do not need to wait for longstanding duration as do to wait in existing cost estimation models to estimate the cost of construction of the software.Hence early stage activity identification can help us to estimate the cost/effort for each phase i.e. analysis, design, coding and testing. numeral 1. Step wise Project Planning 3Moreover the debt instrument of the analysis and design of the system goes to the systems analyst. Generally system is viewed in terms of a collection of sub systems therefore each sub system analysis and design is the responsibility of any individual analyst. Hence the human resource need is very clear for analysis and design phase. But when team work is done in coding and testing phases then to a greater extent stressed has to be put to est imate the required human resources.Bruegge defines the interest work products to be generated in each phase of software development life cycle.Figure 2 Software Life Cycle Activities. 6Bruegge describes and decomposes the overall system model and design into three types of design models i.e.Analysis modelObject Design modelBehavioral modelSection 3 Requirement elicitation Analyses Phase surface and Effort EstimationIn earlier phase of the development process the scope is defined. This may also provide an transcendent vision of project size to the experienced project managers.Unified play for software development defines the work products in different phases. 2During the analyses phase we propose Inception points to be identified and estimated. Inception points refer to the points which must be analyzed about in context of the interest of each stakeholder. As use cases represent the points of some business operation or systems functionality, which demand to be clearly understo od and modeled therefore we call them lineage points. We must know the accurate number of inception points and the effort needful to develop those points. Unified process for software development describes the following main work products in Inception phase.Definition of the problemIdentification of all stakeholdersIdentification of Functional / non functional requirementsValidation of requirements2Therefore all the main inception points can be clearly identified. Inception point forget mainly focus around the identification of the users / stakeholders (possible actors functionality needed) and requirements. The size can be estimated for this phase by estimating the requirements. This can further be utilized to estimate the cost to build the use cases for each requirement.We suggest that the elicitation of requirements may consume effort / cost applicable to the number of requirements and user present.No of Requirements No of UsersProject SizeLess than 25 1-10Small25 50 11-50A verage 50 above 50 above king-sizeTable 2 Project size based on no of requirements.Table 2 can signifies the need to enumerate each requirement, but each requirement will produce a use case and would also identify all its possible actors. Hence this can produce the effort needed to build those use cases which need to be attested in the software requirement specification document.Use cases can also be weighted to measure their complexity. So that the size can be determined and the time taken to create those use cases can be determined.No of Processing Points No of ActorsNo of Use case date taken to developNo of Person 1-3 1-21-23 Hours14-53-53-5 5 Hours15 +5 +5 +7 Hours1Table 3 Use Case Types We have categorized the use cases based upon the number of processing points. actors, and the extension use cases which emerge from that particular use case.We conducted a survey to get the opinion from experienced software engineers and project managers in different software houses. We had distributed the questionnaire which primarily contained the questions to ask about the time needed to develop different types of use case as depict in the table 3. We have processed the survey data and have obtained the average time for each category of the use case.Hence we can sum up the total number of inception points and can calculate them by the number of hours required for each type of use case. Summing up the time required in hours for each type of use case can then further give us the total number of hours required to build inception points.Section 4Design Phase Size and Effort EstimationObject design model and behavioural model are produced during the design phase. We can estimate the size of each model alone and can sum the effort to obtain the total design phase effort. We can identify the Design Points, therefore we can add the weight associated to each design point and hence can measure the size and effort of that particular design point. This gives the lower level g ranularity to perceive the effort and size of each possible system feature to be designed. Hence further gives us tighter grip on the project progress.Following can be the possible design pointsEntity classes frontier classesControl classesSystem de authorshipSystem integrationAggregation / composition of objectsGeneralization / specialization of objectsObject interactionInterfacesApplication logic4.1Object Design Model Size and EffortThe main artifact of the Object model is class diagram.Class diagram is comprised of several entity, control and boundary classes. If Entity race diagram has already been produced then the effort can be fall as persistent object are already been identified. Further more each type of classes need to be designed very cautiously as control classes depict all the processing and interaction responsibilities among the classes. Where as boundary classes are responsible for the interfacing with either other system components, users, or external system for el ectronic data interchange. We declare each class to be a design point. A class in the system primarily depicts a systems object which interacts with other objects in systems environment. Hence a class does not dangle into a void but have solid connections and interactions with other classes that must be very accurately and rightly designed. Therefore we can categorize the class based on the complexity of their design. A class would be difficult to design if it has many associations, aggregations, generalizations, functionalities, overloading, reverse etc.Table 4 depicts the parameters to judge the complexity ratio of any class to be designed therefore the effort would be relevant to the complexity ratio.Complexity RatioNo of Associations No of InteractionsNo of MethodsNo of InterfacesTime needful(Hours)LowNoneNone 1-51 22 forteSingleSingle5-10 2 5 5 mellowedMultiple Multiple10-205 108Table 4 class categories for design complexityOur conducted survey tells us that based upon th e complexity ratio any class can take 2, 5, or 8 hours for designing. Remember that this time is for design of the class but coding can take extra effort in the coding phase. Therefore if we can obtain the total number of design points and multiply them with the hours required to get the total hours required for the entire class diagram.4.2Behavioral Model Size and EffortBehavioral model comprises of different diagrams which depicts the state, interaction of different classes with each other and the sequence of activities performed in the system to achieve any objective or perform business function. These diagrams are sequence diagram and state transition diagrams mainly.We declare each of these diagrams to be the design point as it is very essential to trace the possible states of the system so that a good design can be obtained. Whereas the sequence diagrams is the most forward-looking diagram that shows the complete step by step functionality and participating classes. But if th e functionality of the existing system has been well understood then creation of sequence diagrams become easier. Our surveyed data reveals the facts that each of these diagrams can be different in complexity level i.e. low, medium, high. Parameters involved for determining the complexity level are summarized in table 5 below.Complexity RatioState chart No of StatesNo of Transitions / EventsNo of Activity of StateNo of Actions associated with statesTime Required(Hours)1-51-51-51-535-105-75-75-7510-157-107-107-108Sequence DiagramNO of Classes No of ActorsNo of Events No of Control, boundary Entity ObjectsTime Required(Hours)1-51-51-51-535-105-75-75-7510-157-107-107-108Table 5 Complexity parameters for behavioral model diagramsWe perceive each of such diagrams as design point and can sum up the total number of hours required for each to obtain the total size and effort estimate to develop behavioral model.4.3Data Model Size and EffortMainly an objective is set to achieve an Entity affinity diagram to depict the over all database design for the entire software system. E-R diagram itself involves several steps to be carried out. The size of database model itself may relate to the type of software project. Embedded software may not be using any large data base but may work using few files available in the read only memory. Whereas organic and semi detached software projects may require the data to be accessed from large databases. Complexity further increases when database has to be distributed. For the time being we do not discuss about distributed databases and leave it for our emerging work. Therefore we aim to estimate the size of conventional database to be built.The following table 4 summarizes the parameters that would affect the size of the database.Complexity RatioNo of Entities No of RelationshipsNo of AggregationsNormalization DegreeQuery JoinsLow10-205-101-51-310-15Medium20-3510-205-10 1-315-25High35-50 20-4010-201-525-50Table 6 Complexity parameter s and Ratio to develop E-R ModelThe larger the number of entities to be designed, larger the database size increases. It is time go through task to identify the persistent objects (i.e. entities) in the system. Then to design its pass judgment set. Different types of attributes i.e. composite, derived and multi-valued attributes are difficult to design and to decide that which entity would be the best suitable place for any particular attribute.Based upon the complexity ratio we had conducted a survey to know that how much time and force-out is required to build the E-R model. We have analyzed the data and got the average time and no of personnel required to develop E-R model.Complexity Ratio eld RequiredPersonnel RequiredLow 7 101 2 Medium 10 251 3High 25 401 5Table 7 Required Effort for E-R modelWe have considered the flexibility range in the number one of the activities as well, therefore have concluded the time and personnel requirement in to range of lower and upper l imit.Section 5.Coding phase Size and Effort estimateMuch work has been done to focus at the code phase effort and size estimation. Mainly Constructive toll Model and Use case Point method strive cloggy to achieve this objective. But still there is room for the refinement. But as our main objective was to talk about the other phases e

Personal Development Plan for Leadership Skills

mortal-to- person Development Plan for Leadership SkillsPERSONAL DEVELOPMENT PLAN AND meditative RATIONALE WITH REGARD TO LEADERSHIP DEVELOPMENT.BRIEF 101871INTRODUCTIONIn erect to understand the concludeing behind the singleized ripening plan and thoughtful rationale in relation to mavinershiphip development in the cargon for field, ane forget pick up to define what these two terminologies ar. According to the British Medical Association, the private development plan (PDP), is a tool that john identify aras for further development and encourage life long learning. It acts as a procedure of planning, monitoring, assessment, and support to serve staff develop their capabilities and latent to fulfil their job usage and draw a bead on. It is an approach to increase the rough-and-readyness of the musical arrangements performance with ongoing, constructive dialogue to posture that e really bingle knows what is judge of them gets feed posterior on performance is sufficient to identify and satisfy their development of necessity. A PDP thr superstar identify goals for the forthcoming year and methods for achieving these goals. PDPs were advocated by the medical checkup royal colleges as a basis for continuing schoolmaster development. patch the musing rationale, is stated as one where a practitioner seeks to sustain learning and insights of other multitude in their civilize, and develop their own insights and fortune these with colleagues, Gorman (1998). Essentially reprimand involves three blusher coifs, aw beness of an impression, analysis of fellowship and feelings, and identification and integration of new learning, Atkins and Murphy (1993). Sharing and discussing these insights with their multi-disciplinary squad provide promote honest open communication and mutual trust. Reflection whitethorn be recorded in a diary, journal, or learning log.Now, that we have understand the toy withing of these two concepts, we will talk intimately the personal development plan with get a line to breast feeding from the following the three numerals, that is to say transformational leading, managing conflict, and motivation.PART 1TRANSFORMATIONAL LEADERSHIPDue to the emerging importance of clinical leadership, the issue of transformational leadership in the nursing field has be progress a very important issue. This is partly due to the fact that pull rounding literary productions c everyplaceing leadership has found it difficult in quotationizing good clinical leaders. Using fivesome charges identified by coach a crap (2004) and other pertinent published material, one would explain the issue of transformational leadership. The charges be Creativity, highlighting, influencing, respecting, and supporting.CreativityThis is require to generate new concentres of operative. As Sadler (1997), puts it, the essence of nursing, substructure be said to be an individually and socially defined seminal process, to envision a recognised convey. Creativity results from engaging actively with the purlieu to seek new possibilities. Using an interpret from a mental wellness defend, it was explained that the organisation (nursing) was non forward looking, alone strictly structured. However, from an experience from a nanny-goat who had just come back from a nursing course, the fellate applied for the course and enrolled, and that over the years they both usanced their creative experience to develop nursing to what it is now.HighlightingThis attribute gives one the tycoon to point out new instructions of c be delivery, based on engaging actively with the care environment. According to Cook (2004), the effective clinical nurse leaders were willing to look for new ways of doing things. On a regular basis questions were asked to clarify and call down understanding. The status quo, were glum and shared their new experience with others. As stated by an experienced intimate he alth nurse, one of the important issues was the ability to highlight her sheath her good example with with(predicate) others.InfluencingInfluencing others through provide of meaningful information is the key to this attribute. According to Cook (2004), effective clinical leaders were able to wait on others to see and understand situations from various perspectives. For example, a community adult nurse explained how she had agreed to get to on the care of a person, in location her team up, in which there was already a burgeoning caseload. She customd accurate case notes to proceed a log of the happenings, whereby she shared it with her line fencers and team. This helped in improving the teams performance as to how to deal and tackle with situations.RespectingThis involves having a regard for the signals that arise from individuals and the wider organisational area. Respecting these signals enables people to position themselves appropriately to react to both individual an d organisational needs Sergiovanni (1992), westbound-Burnham (1997), and Jarrold (1998). Hall (1974) uses the term proxemics1 to explain this phenomenon. In this case effective clinical leaders have well-developed perceptual ability, and therefore, respect signals from individuals with whom they work with. supportingThis attribute refers to the ability to support others through change, whether at an individual level, including changes to self-importance, or involving groups or wider organisational levels. According to Cook (2004), effective clinical nurse leaders in this context recognise that by supporting staff through various situations they intensify ownership of the problem and promoted effective learning. It is too probable that effective clinical nurse leaders have experienced alike(p) challenges previously, and have acquired the skills to relate their learning to others. With the explanation of an experienced specialist sexual health nurse, Cook (2004) explains that by supporting a person through a problem, the effective clinical leader helped them to see diametrical options and choices.Bennis and mitt (1985), in addition explains that a transformatic leader has the ability to commit people to fulfill-that is, to masking followers into leaders and to assist new leaders to become workable agents of social or institutional change. This type of leader has vestiges of what the German sociologist muck Weber called pure charisma. Such leaders employ power wisely, and they manage resistance, not autocratically or high-handedly, but by creating visions of the rising that touch confidence in and mastery of new organizational coiffures, Bennis and Manus (1985). They in like manner add that leadership is like the Invisible snowman he or she is neer seen but his or her foot prints turn up everywhere. Riba and Reches (2002), also add that there is a direct correlation between the missionary work nurses charisma and authority and her nurses level o f commitment, self confidence, esthesis of belonging and desire to contribute. It is of utmost importance that the charge nurse be a source of direction and strength, offer answers to master questions, and provide on-site solutions to on-the-spot problems. They also added that a charge nurse exercises a colossal influence on the professional development of her subordinates. Her vituperative role in eras of emergency only reinforces that finding and demands a response at the policy- fashioning level. Candidates with leadership authorization should be looked for at early stages of professional assessment and given the appropriate leadership training. According to Goldberg (2001), the leadership role of ER charge nurses needs nurturing.MANAGING CONFLICTFrom the attributes identified by Cook (2004), the issue of influencing others through provision of meaningful information is a way of managing conflict. As expound by the community adult nurse she had to respond to a request to add a person with complex health needs to an already burgeoning caseload. The nurse agreeing to take on this extra person is a method of managing conflict. Also, notes were taken to monitor the impact of this situation, which is a very effectual tool to keep a log of the difficulties and problems that arised as a result of this situation. The notes taken would act as a guideline for future recommendations or mishaps that might occur that is similar to what had previously happened. Another attribute mentioned by Cook (2004) which corporation be deemed as a useful technique to managing conflict is the one of respecting. This attribute which involves having a regard for the signals that emanate from individuals and wider organisational arena. Being able to respect colleagues, and fellow team mates opinions can be regarded as the most important tool for managing conflict. As explained by the surgical nurse, when a previous patient had returned from a theatre that morning, the needs of the patient had catch up with it difficult for care. So, at the time of handover the nurse receive sure that a detailed explanation of the patient was made cognize to the new staff, in which the patients partner insisted on active and helping out with the care. The last attribute which can be described as another good technique to combat conflict is supporting. As Cook (2004), puts it the ability to support others through change, whether at an individual level, including changes to self or involving groups or wider organisational levels. Clinical nurse leaders who are effective recognize that by supporting staff through various situations they enhanced ownership of a problem and promoted effective learning. As the example of the specialist sexual health nurse is explained, by supporting a person through a problem, the effective clinical leader helped them to see different options and choices, in order raillerys quite a than querying or arguing with a colleague, it is beaver to support them in their approach thereby avoiding and managing conflict. Harrington-Mackin (1996), also explains that one of the major problems presented in the team work approach is that people are not accustomed to group problem-solving in order words working together as a team to avoid conflict and steady down a situation problem. It is a blueprint that not only hasnt been learned, but is a difficult one to institute. For example, in school children are taught to rely on their own resources to develop their individual capabilities. Harrington-Mackin (1996), cites the example of a fourth grader, who wouldnt be allowed to say, Hey, Joe youre good at word problems and Im good at multiplication tables, so permits get together for this test, yet the adult eq of this is seen in the work tramp when teams are expected to come up with a group solution to a problem. This is an odd practice for most people, as well as the fact that seeing to r to each one a consensus in a group of ad ults can frequently result in heated up arguments, and no solution. squad decision-making can be frustrating. The team members have to take the time to listen to everyones opinions a time-consuming process where the disceptation is frequently to jump on the first answer given rather than go through the lengthy and frequently tedious process of listening from everyone, Harrington-Mackin (1996).MOTIVATIONThis is an issue that tends to crop up at every stage of ones work life. In this context, confinement variety and fraternity allows each member in a group or team to perform a number of confinements, motivating members to use different skills, as well as rotating less desirable tasks. According to Hackman and Oldman (1980), interdependence at heart a team or group also acts as a crucial element in motivation. whiz form of this is task interdependence, which involves members of the team depending on one another to accomplish goals. Goal interdependence refers not only to a grou p having a goal, but also to the fact that group members goals should be linked. Interdependent feedback and rewards are necessary, as all of the interdependency characteristics, to promote motivation in the team. Another task which helps keep motivation up is workload sharing. Another method to ensure motivation is the use of rewards. It is stressed that rewards should be given in a manner that promotes team cohesiveness. If given in the correct manner, they will credibly increase potency, or the belief that the team will perform efficaciously in the future. Bowen and Lawler (1992), Wall and Martin (1994), also repugn that empowering practices such as provision of organisational information to employees, reduction of bureaucratic controls and increased task autonomy helps in increasing employee motivation. French and Raven (1958) also add that motivation is an attribute that makes one want to do or carry-out a task volitionally without being instructed. This is related to the l atter previously mentioned. Bass and Avolio (1990), also argue that a generally accepted approach that motivates followers to perform their adequate potential overtime is by influencing a change in perceptions and providing a sense of direction. The kind of fellowship required to motivate others is transformational association. This is soft knowledge that is difficult to define and involves intuition, wisdom and mystery in contrast to good control.PART 2REFLECTIVE RATIONALEAccording to Plato the un-reflected life is not worth living, Taylor (2000). These are very meaningful words that call for that individuals need to reflect on every aspect of their lives. This is to a greater extent so whilst leading a professional life as practice in a profession has implications for more than just an individual. Taylor (2000) insists that the ability to reflect is a valuable part of mankind life. It is this ability that separates humans from other species. As Taylor (2000) argues, it is th e throwing back of oneself to thoughts and memories using cerebration, contemplation, meditation and any other forms of cognitive strategies to make changes if they are required. It requires a rational and intuitive process which allows change to occur. These aspects of thinking are integral to look, and for making sense of personal and work events and can depend on the demands of the situation and the enormity of the task, Taylor (2000). Schon (1983) thought similarly but was able to categorise brooding practice into considerateness on action which can be viewed as a retrospective activity, looking back and evaluating ones professional practice. According to Schon (1983), reflection in action is a more dynamic process of thinking some and coming to an internal knowledge of current professional practice at the time. In practice these distinctions may seem quite blurred at times and the NHS Trust encourages nurses to focus on the process of meditative activity other than indivi dual brooding strategies NHS Trust (2003). lit suggests that professionals can use strategies that will minimise the shortcomings of reflection and make it relevant to the present. The attribute of influencing others through provision of meaningful information, is one that correlates with the previous mentioned. olden (1998) asserts that to be able to reflect, one needs to stride outside the experience to make the observation comprehensive. With the use of creativity, one would be able to be as spontaneous as possible in recording thoughts and feelings for the best outcome of reflection. This tallies with Imel (1992), whereby reiterating that important insights will come from a frank and honest self, a view that is supported by Wilkinson (1996). Taylor (2002), states that if you try to sanitise these valuable parts of yourself, you will not be able to get to the heart of the matter as effectively. This means that in addition to the courage you need to face other people, one will need the courage to face oneself. Highlighting a point issue as an attribute from a transformatic leadership point of view enables one to share issues they have identified while on the job, promotes and enhances a reflective rationale which team members or wariness would all gain from, because it becomes knowledge or reflective rationale shared rather than tacit knowledge (knowledge that is not shared but held by one person). According to Cox, Hickson, and Taylor (1998), comments from nurses allow in not being able to be honest in case they are not able to handle what they find, and the fear of wrecking the phantasm that keeps them sane. They argue that piece honestly ensures that the dialogue with ourselves is authentic, not softened by any other thing. They also argue that this is not an easy task, because it is near impossible to scrutinise our own piece of paternity without justifying and rationalising our actions, and resorting to feelings of guilt, blame or victimisati on. As a result, scrutiny with regard to reflective rationale, from a personal development plan perspective, one might find inconsistencies between what the PDP is required for and what has real happened in reality. For example, the issue of team work from a transformatic leadership view is one that is very objective. I.e. although one might reflect back on issues or conflicts that were encountered and resolved, there is no readily made solution to this. The kinetics of being part of a team makes it difficult to identify the best way to resolve possible conflicts of interests and opinions, which is the responsibility of the leader. According to Boud et al (1985), a mere description of events does not do justice to the practitioner. They suggest that reflection has two aspects of utilising positive feelings and removing obstructive bias feelings. Critical thinking can be described as an attitude and a reasoning process involving many intellectual skills and places rationality at t he head of the list of characteristics. Wilkinson (1996) states that, reflection is made up of a strong emotional subjective side whilst acknowledging that rationality is central to reflection. The attitudes suggested for critical thinking include independent thought, intellectual humility, courage, empathy, integrity and perseverance. He adds that other attitudes required are fair mindedness and the need to explore thoughts and feelings. This correlates with the attribute of respecting other peoples thoughts with regard to transformational leadership. It acts as a means to develop a certain type of character which is enhanced by using a personal development plan. Although, the purpose of reflection is action if needed, it is done with a view to action. Practically speaking, the time consuming nature of reflective activities has often been cited as significant inhibitor to the pursuant(predicate) implementation of reflective practice. This assertion is that the rhetoric surrounding reflective practice has been strong, but implementing reflective strategies in a sustained, focused manner is progressively becoming a common norm. For practising nurses, reflection can be viewed as a link between theory and practice Emden (1998). Leadership is facilitative, aiming to circularise all the skills, good will and know-how at the disposal of the practice. These qualities of the leader are inextricably linked with the authorization of practice staff. If all participants (all staff, clinical and non-clinical, practice employed and attached) are touch in the planning stage, where the team sets if it wants to take part, then success is much more credibly later on Jowett and Wellens (2000). Staff members find it easier to buy-into the ideas if they can see the relevancy and bene tot ups of the changes to their practice. Three points are important hereAn approach that begins by consulting all practice staff, listens to their ideas and view their differing professional perspectives is an important indicator to those staff that things will be made better by these moves.A learning practice which is primarily the reason for writing a reflective rationale or practice is tall(a) to work unless it is owned by those involved in it they want it to happen, influence the outcomes Cohen and Austin (1997) and feel they have some control over the inputs and process. Therefore, all the way learning practice strategies for change and development must emanate from within the practice and not be imposed.In Primary care, this might mean taking sometime and care to allow staff to learn around the ideas, discuss them and warm to them, before the whole practice signs up to the changes. rest or time taken to examine the effectiveness of a particular approach or response to a situation can lead to more effective performance next time. congruous a reflective practitioner can be the first step towards recognizing the hidden skills that exist within primary care or ra ther nursing. This type of experience routinely goes unnoticed. However, skills, gained through experience, can be passed on to new learners to enhance and speed their learning, or assist job-shadowing and critical questioning. Reflective practice is likely to be useful both in administrative roles in health care settings and in clinical leadership.Now when writing out a reflective rationale it should include three sectionsAn introductory sectionOn going journal writing for a period of at least 10 weeksA closing synthesis sectionINTRODUCTORY sectionalisationThe most difficult part of journaling is finding a place to begin. Literature relating to journal writing, suggests that one of the best ways to get started is to begin with yourself. One can do this by writing a short autobiographical section. This will help to locate yourself in the context of growth, to get a sense of where you have come from. Some of the following questions may help provide useful guidelines wherefore did I decide to become involved in Nursing?When and how did I decide?What and who influenced me?In what ways?As I look back to this time what feelings and images remain?If I could make the decision again to become involved in this profession, would I?Why or why not?What do I see as my greatest professional strengths?What would I like to change or work on to improve my practice as a nurse?What are a few of the frustrations I experience in my work place?What are a few of the hopes I have for health and sentry duty practice in the organisation I work in or work for?Why did I decide to pursue a prudence course to become a charge nurse?When and how did I decide?If one has not been involved in reflective practice writing before it may seem like a daunting task at first. It does become much easier with practice.ON-GOING JOURNAL WRITING FOR A flow OF AT LEAST 10 WEEKSAllocating time to writing a reflective professional preference and work situations vary but as guidelines writing your reflecti ve journal may require three writing sessions of 10 15 minutes spread throughout the week, and one slightly weeklong session to facilitate greater reflection and theorising. Writing journal entries it is adjuvant to think of it as an activity which can take place at three different but overlapping levelsDescribingReflectingTheorisingWriting at each of these levels can be facilitated by asking a series of questions virtually aspects of what you do. Describing is about questions such asWhat happened?What did I do?Where was I?Who was I interacting with?Who else was in the range of interactionReflecting is about looking beyond the come on and asking questions such asWhy did I do that?What was I thinking and feeling at the time?Where did these thoughts and feelings come from?What assumptions was I making at the time?What values and beliefs underline my decisions to act in this particular way?How did relationships with other people influence what happened?Theorising goes beyond refle ction in that it takes the writer beyond the context of their personal experience and links them with the broader a priori endurenings of their profession. Theorising builds on reflection as described above but is also itself the subject of reflection. It is about questions such asHow well does my experience fit in with contemporary approaches to nursing practices?Are there ways in which my experiences suggest ways of revising or developing these approaches and the theoretical perspectives which underpin them?What do my experiences suggest about ways in which the health and preventive management needs to develop as a profession? completion SYNTHESIS SECTIONIf reflective writing is to realise its full potential with regard to transformational leadership as a means of learning professional development, it is important to knead together and synthesise in some way what your journal has revealed to you reworking, rethinking and re-interpreting the diary entries, further powerful insi ghts can be gained. To bring what your journal reveals to you to consciousness it is necessary to re-read it. Sometimes it is appropriate to return to your writing shortly after you have pen it. Sometimes a lasting time lapse will be more appropriate. In both case it is important not to be judgemental about what you have written and put yourself down, rather experience and appreciate the story you have written so far.SUMMARY AND CONCLUSIONThis paper looks at the use of personal development plan in the field of nursing, from the perspective of transformational leadership, using five attributes mentioned by Cook (2004) namely, Creativity, Highlighting, Influencing, Respecting, and Supporting managing conflict and motivation. It also talks about the use of a reflective rationale incorporating the above mentioned. Additionally, a critical analysis as to the above mentioned is used with regard to the validity of the use of a reflective rationale to improve ones personal development f or leadership in the field of nursing.It will be conclusive to state that the issue of leadership within the nursing field is one that has come about in the past decade. However, due to a lack of preparation and hindsight over the years and decades with regard to the growing importance of care nursing, there has not been a formal leadership programme in the field of nursing. The use of the personal development plan and a reflective rationale are tools that are useful to addressing this issue. With constant refinement and identifying particular individuals who are suited for this role, with time, real leaders in the field of nursing will come to be a thing of the past.REFERENCES AND BIBLIOGRAPHYAtkins, S., and Murphy, K., (1993), Reflection a review of the literary works. Journal of Advanced Nursing, 18 118 119.Bass, B., and Avolio, B., (1990), Transformational leading ability development manual(a) for the multifactor leading ability questionnaire. Consulting calcium Press, CA, U SA.Bennis, W.G., and Nanus, B., (1985), Strategies for taking charge. Harper Collins, New York.Bowen, D., and Lawler, E., (1992), The empowerment of service workers What, Why, how, and when. Sloan Management Review, Spring 31 39.Boud, D., Keogh, R., and Walker, D., (1985), Reflection Turning experiences into learning. capital of the United Kingdom Kogan summon.Cook, M.J., (2004), Learning for Clinical Leadership, Journal of Nursing Management, 12, 436 444.Cox, H., Hickson, P., and Taylor, B., (1998), Exploring reflection Knowing and constructing practice. In G. Gray and R. Pratt (Eds.), Towards a discipline of nursing (pp. 373 389). NSW Churchill Livingston.Cohen, B.J., and Austin, M.J., (1997), Transforming human services organisations through empowerment of staff. Journal of community practice 4 (2), 35 50.Emden, C., (1998), Becoming a reflective practitioner. In G. Gray and R. Pratt (Eds.), Towards a discipline of nursing (pp. 335 354), NSW Churchill Livingston.French, J. a nd Raven, B., (1958), The bases of social power. In studies in social power (ed. D. Cartwright), pp. 150 167. bring in for social Research, Ann Arbor, MI.Gray, C., (1998), Reflection and reflective practice The reflective technique. In G. Gray and R. Pratt (eds.), towards a discipline of nursing, pp. 355 372. NSW Churchill Livingstone.Goldberg, S., (2001), Nursing leadership in an era of square away in the health care system Evaluation of the head nurse leadership style in relation to the effectiveness of the department. Ben-Gurion University of the Negev, Israel.Gorman, P., (1998), Managing multidisciplinary teams in the NHS, Kogan page Ltd, capital of the United Kingdom.Hall, E.T., (1974), Handbook for Proxemic Research, AAA Publications, CA, USA.Hackman, J., and Oldman, G., (1980), Work Redesign, Reading MA Addison Wesley.Harrington Mackin, D., (1996), Keeping the Team going.Imel, S., (1992), Reflective practice in adult education. ERIC Digest No. 122, www.ericdigests.org/1 992-3/adult.html.Jarrold, K., (1998), A view from here servants and leaders. In the York symposium on health, 30th July (S. Martin ed.), Dept. of health Studies, University of York, York.Jowett, R., and Wellens, B., (2000), Developing Occupational Standards, a learning disabilities project. Journal of clinical nursing, 9 (3), 436 444.NHS Trust (2003), Portfolio management and reflective practice Introductory guidelines. www.northbristol.nhs.uk/nursing/reflective.asp.Riba, S., and Reches, H., (2002), When affright is routine How Israeli nurses cope with multi casualty terror. Journal of Issues in Nursing.Sadler, J., (1997), delineate professional nurse caring a triangulation study. International Journal for human caring 1 (3), 12 21.Sergiovanni, T.J., (1992), Moral leading ability acquire to the heart of school improvement. Jossey Bass, San Francisco.Schon, D., (1983), The reflective practitioner How professions think in action. London Basic Books.Taylor, B., (2000), Reflecti ve practice A guide for nurses and midwives. St. Leonards Allen and unwin.Wall, T., and Martin, R., (1994), melody and work design. In C. Cooper and I. Robertson (Eds.), Key reviews in managerial psychology. Chichester Wiley and Sons 158 988. Chichester Wiley and Sons.West Burnham, J., (1997), Leadership for learning re-engineering mind sets. School leading ability and management 17 (2), 231 244.Wilkinson, J., (1996), Nursing process A critical thinking approach. Menlo park, California Addison-Wesley. 1 Footnotes1 Social anthropologists explain this as the closeness of relationships between people and spaces

Market Segmentation Targeting And Positioning

Market Segmentation Targeting And PositioningMarket separateation involves aggregating of prospective buyers into groups, or segments that view common needs and leave alone respond similarly to a marketing action.1 come on provide a wide mark of nourishing sustenance and beverages for everyone to practice a balanced and full-blooded diet and keepstyle. on that point be four types of major segmentation variables for consumer markets which include geographic, demographic, psychographic and behavioral. Segment marketing has given the federation a cle atomic number 18r picture of their clients and competitors so that the telephoner posterior come up with a much fine-tuned results and services that satisfied customers needs. finished market segmentation, manoeuvering and positioning, come on lav reach step up to their customers to a greater extent intimately and serve their customers more effectively and efficiently.SegmentationWe set in motion out that cuddle leve lify their market by using geographic, demographic and psychographic segmentation establish on consumer characteristics. In geographic segmentation, draw near has divided their market into urban atomic number 18as (cities) and rural areas (villages). Besides that, nuzzle also uses demographic factor to segment its market, it consists on income level and educational level. The income level and educational level tush be categorized as low, affection and high level consumers. apart(predicate) from that, cuddle uses psychographic factor to differentiate the market. The segmentation variables that Nestle uses are personality, genial class and lifestyle. Nestle bottomland groups individuals according to their personalities such as extroert, self-disciplined or energetic. Nestle divides their customers into low social class, medium social class and high social class.TargetingA target market is a authorisation market that a union has decides to concentrate its marketing efforts a nd resources to enter those markets. Nestle segments its market by regions, income level, educational level, personalities, social class and lifestyle. By applying the teaching and observations that we get, we sight simply identify the target market of Nestle.In this case, we found out Nestle focuses on urban areas rather than rural areas. The role of Nestle products is a great deal in cities as compared to villages. This may be c exclusivelyable to income and educational level. The people in rural area mostly could not afford the products of Nestle as it is considered as luxuries. They do not have strong sense of health consciousness due to educational reason. This makes them the little attractive buyers.For segmentation by income level, Nestle has been targeting on those consumer who earn middle income and high income. People testament purchase healthy and nutritious food and beverages when they have enough monetary resources to back up them. Those consumers with high in come run for to be the potential buyers for Nestle because they bring most profit into the company.Furthermore, for educational level Nestle tends to pay more attention to those consumers who has an education background. They will be more concern of their health and they will do more to bear it. Through education, we raise mend our knowledge and develop life skills which can contribute to individual and community health. Those people with an education background are more likely to practice and maintain a healthy and balanced diet as they know health is more consequential than wealth.For personality segmentation, Nestle is targeting consumers who are more outgoing and outdoorsy. It is because they require more energy and nutrition that they have lost during their activities. By adapting nutritional stimulus to physical needs, they can get the most from their body.2These people wish to maintain their energy level and quick recovery after a feverish day by adapting a balanced di et that provides them with congenital nutrients and energy.In addition, from the social class and lifestyle segments, Nestle is targeting consumers who are belong to the higher social classes. They have high purchasing power so that they can afford more luxuries such as Nestles products. These people are the target market of Nestle because they tend to be more health conscious. Nestles products often emphasize on nutritional value and health benefits that can reform ones lifestyle and health issues.As conclusion, Nestle is able to reach out to their customers that it can serve best and most profitably. Through segmentation and targeting market, Nestle can enhance the profits for their company and increase effectiveness in their marketing campaigns.PositioningProduct positioning refers to the point an offering occupies in consumers minds on important attributes relatives to warring products. Nestle positioned itself as the world draw in sustainment, Health and Wellness, trusted by all its stakeholders, and to be the annexe for financial performance in its industry. 3Nestle uses the slogan Good food for thought Good Life to enhance lives, by centre ofout life, with good food and beverages.4Nutrition content in their products is the main focus to strengthen their leadership in nutrition industry. To remain their position in that industry, they must identify their free-enterprise(a) advantages against their competitors. Nestle has listed out four belligerent advantages of their company that may friend their company to compete with their competitors, that are unpaired product and grade portfolio, unmatched research and development (RD) capability, unmatched geographic presence and lastly people, culture, determine and attitude5.For unmatched product and brand portfolio, Nestle provide the largest range of food and beverages among all the food company. Their products range from global icons to local favourites that can adapt to consumer needs, tastes and preferences, making Nestle as a global brand that relevant to everyone and everywhere. Besides that, it is supported by unmatched RD capability that purifys the products through innovation and renovation so that it can meet consumer needs and enhances consumer benefits. Nestle spent over billions of dollar on its RD just to ensure its consumer gets the essential nutrition that their body needed.Nestle has an unmatched geographic presence competitive advantage due to the number of countries where they presence. They have been in most countries for over decades and successfully created a strong relationship amongst their brands and their consumers.6This also means that they have has plenty of time to study about the local preferences and behaviors to improve their products taste to match the locals preferences. The most important competitive advantage for Nestle is their people, culture, values and attitude. The Nestle culture created a strong bond in the midst of their people with a shared set of behaviors and values into a adept way of doing business. Their people are determined to deliver their goals as duration as creating value to the public.7 marketing environmentMarketing environment consists of microenvironment (internal environment) and macroenvironment (external environment). It embraces all the marketing team inside a firm and includes all the removed factors of marketing that affect the teams ability to develop and maintain successful customer relationships with their targeted customer group.8Nestle is using it to improve customer relationship instruction and adapt new strategies when it comes to challenges and opportunities.MicroenvironmentSuppliersSuppliers are the one who delivered the resources needed by the company to produce the products or services to the consumers. Any problems that incurred in supplier can greatly affect the company sales and damage customer relationship. We can divide the suppliers of Nestle into both groups t hat are labour suppliers and material suppliers.9 toil suppliers are in charge of the supply of labour required by the company to optimize their production level. Labour strikes and labour relations are the most important factor to maintain labour satisfaction for company to improve their efficiency. For material suppliers, they deal with the materials needed by the company to place the finished goods on rack. The quality of the material is everything that the company focuses on as Nestle is in the food and beverages industry. By maintaining the quality and quantity of these two supplies, Nestle is able to produce high quantity product to keep their sales volume and customer satisfaction in the long run.Marketing intermediariesIt helps the company to promote, sell and distribute its product to the final buyers.10The physical dispersion firms design the delivery chain for the company products to reach their final destination. The firms also in charge with the products safety withou t getting any damage eon storing them temporarily. Marketing service agencies of the company helps to target and promote its products to the right market.11It acts as a communication channel between the customers and the company by explaining the features of the product and providing feedback with the help of survey for the company to improve the quality of the product.12Banks and insurance companies are financial intermediaries that help to provide monetary resources and protection to the product and company against risk that may be occurred during the operation of the company. Nestle works unitedly with all marketing intermediaries to ensure their valuable customers have a pardon image of their products features.clientNestle sells its goods to reseller markets that provide the goods to final user at a reasonable profit. Nestle also deals with customer markets which consists of individuals and households that buy a wide range of its products. Nestle works hard on making the prod uct available whenever the customer needs them to maintain customer satisfaction.Macroenvironmentpolitical environmentNestle adhere to the laws and regulations that involve in its activities and the environment. The government may set quotas on the quantity of the products that it can supply and set the measuring of taxes that the company must pays in order to conduct the business. To achieve a balance between them, Nestle participates in legislative and regulatory discussions between international organizations, government representatives, industry, scientific community and consumer associations.13Economic environmentCustomer purchasing power is majorly affected by a range of economic factors such as income levels, inflation, taxes, unemployment, exchange rates and mortgage rates14. The useable income and living standard of a country may bring with child(p) business opportunities for Nestle or the other way round.Cultural environmentBefore Nestle start its operation in any coun try, it primarily focus on studying the societys cultural value, preferences and behaviors. This is because Nestle hopes its products can be accepted by the local with warm welcome and be competitive among other companies that operating at the same level.15Technological environmentTechnologies are the vital part of Nestle RD. Investment in technology will definitely help the company to reduce production cost and improve product quality. For example, Nestle have developed technologies that allow them to use graphic vegetable oils instead of partially hydrogenated fats in Maggi bouillon cubes and seasonings.16With the help of technology improvement, Nestle can create healthier products across their product range and so improve health and quality of life in a country.

Malaysian Pharmaceutical Retail Industry Objective

Malaysian Pharmaceutical sell Indus exertion ObjectiveThe report aims to provide an all overview sell apothecarys shop attention and evaluate factors that propel and make prisoner the merchandise, establishment policies, gross sales trends, unwaveringial evolution and commercialise outlook. Challenges related to the pharmaceutic retail sector pass on be outlined and assessed, and insights into food merchandising plans being deployed to tap into available market opportunities in Malaysia leave also be discussed.Malaysias retail apothecarys shop an overviewMalaysia comes in at fifth in wellnessc atomic figure of speech 18 expenditure when comp bed to select Asian nations, and is emergence at approximately 13% annually (Frost Sullivan 2008). The come up national expenditure on healthc ar in 2009 exceeded USD 7 billion, and is projected to surpass USD 10 billion by 2020. Retail pharmacy sector presently save contributes only to 17% of the total expenditure only due to restrictions pertaining to government policies, profession blendforce, and population perception.The retail pharmacy sector traditionally fuck be described using organization size and reaping/ benefit mix criteria. Sole units be comprised primarily of independent pharmacies, usually own by pill pushers. Multiple-unit pharmacy organizations, or kitchen stoves, can be divided into tiny chain and large chain (e.g. 30 or more than units).In addition to organization size, the retail pharmacy sector can be characterized by the ingathering/service mix of the organizations, though there is nigh blurring of this distinction. Some traditional categories include, supermarket (e.g. AEON), and, smash and healthcare shops (e.g. shielder, Watsons). Pure drug terminus is virtually non-existent in the Malaysian retail pharmacy sector as a result of no dispensing separation between the pharmacists and medical practiti matchlessrs whereby pharmaceutical products can be sold and di spensed by medical practitioners as well. Consequently, this policy, have and still negatively impacting the pharmacy profession practice and retail viability of pure drug store in Malaysia. Therefore, current retail pharmacies primarily offer both(prenominal) pharmaceutical and non-pharmaceutical product/ run to maintain workable in Malaysian market.The major participants in the Malaysian retail pharmacy scene are transnational corporations much(prenominal) as GCH Retail (M) Sdn Bhd and Watsons in-person Care Store, local anesthetic companies such as affectionateness chemists shop and Trustz Pharmacy, and a plethora of undersize independently operated pharmacies.In 2009, the multinationals, GCHs Guardian and Watsons collectively dominate 54% of the total market parcel out whilst 46% was divided among local retail pharmacies as shown above (Euromonitor 2010). Generally experienced in dealing with large industries, these multinational corporations compared to the domestic counterparts, have the experties in handling processing, packaging, logistics, lineage management etc. In addition, they have the advantages of economies of scale, retailing of in-ho subroutine blot, increase in market profit and destiny, and wider discount parameter for retail healthcare products.chapter 1External and internal factors influencing retailers marketing strategiesIn this bearish economy, retailing in Malaysia recorded a downtempo in current value product (CVG) in 2009 compared to previous year but still at a confirmative pace (Euromonitor 2010). GDP forecast was reevaluated in May 2009 from 4% to 5% decline for 2009 in light of deteriorating international stinting outlook (Euromonitor 2010). era consumer confidence dwindled, discretionary legislateing was reduced but appeared pull up stakesing to spend a little bit more during promotional period or turned to cheaper alternatives such as mid- get downd/economical in-house filths or generic medications.With cu rrent urbanization trend, higher education levels and better animated standards generated greater zeal among post recession shopperconsumers regarding self-medication. This further strengthened the importance of retail pharmacies as consumers were able to acquire over-the-counter(a) healthcare, nutritional products and prescription drugs from retail pharmacies.boilersuit trend of the retail pharmacy sector is gearing towards the sales of generics and OTCs in generation of recession. Price of generics are generally lower, 27%-90%, compared to soft touched/ innovator products (Shafie Hassali 2008). Therefore a more cost friendlier option for consumers whilst profit margins of generics are higher than commemorateed/innovator products, which is favorable to retailers a win-win solution. However, sales of non-prescription products such as OTCs, TCMs, vitamins and supplements are still the main contributor to the retail pharmacys revenue enhancement at 79%. These products similar ly are seeing reaping in sales fueled by gains in cough, frosty and allergy remedies, amid international slowdown since 2008.Having said so, retailers still employ different marketing strategies to let out themselves from existing competitors and attempt to reposition themselves as market leaders nearly successful spot some struggled. Strategies pertaining to separately of the different type of organizations result be further discussed as followStrategies employed by multinational corporationThe multinationals (i.e Guardian, Watsons) have taken a broad spectrum approach by attempting to diversify from traditional dispensing operate common to the concept of a pharmacy, into some other(a) other market segments regarding to general healthcare and sweetie solution to soak into wider consumer segments during the time of recession. The retailers responded by engaging in regular promotions and extended sales period to encourage spending and offering a combination of both pha rmaceutical services with bag care.Rapid refinement strategies undertaken by atomic number 82 chained retailers resulted in a substantial escalation in the chained store numbers in the nation. 2009 saw a slight improvement in the average selling space per outlet of beauty and health medical supererogatoryist retailers. More retailers began opening stores in obtain malls which were larger than their standalone establishments. Most beauty and health specialist retailers launch their retail chains in Klang Valley. This is more ofttimes than not due to greater buy power among urban consumers.Nonetheless, more beauty and health specialist retailers are expanding outside Klang Valley in sanctify to serve the rising population and maturement purchasing power of consumers in East Malaysia and secondhand states. Launching of budget in-house brand is to cover a wider range of consumer segment.Guardian bearing market, product and services, promotionGCH Retail (M) Sdn Bhd is a wholl y- owned subsidiary of a Hong Kong based Dairy Farm International Holdings Ltd, listed on the refer Seng Stock Exchange. Dairy Farm International Holdings Ltd is 78% owned by the Jardine Matheson Group, which is listed on the FTSE Stock Exchange in addition to secondary listings on the Singapore Straits and Bermuda Stock Exchanges (Euromonitor 2010).In Malaysia, the company is baffling in the operation of Guardian pharmacy, Cold Storage supermarket and Giant hypermarket outlets. In 2009, as a result of its ravening outlet expansion, with 20 naked as a jaybird Guardian outlets, and proactive promotion including daily specials boosted the companys pharmaceutical market portion out to 35% existingize 2.0, occupying the largest cut of the retail pharmacy market segment. GCH Retails Guardian brand is leading the pack because the retail format is little by little graceful popular in Malaysia. For instance, Guardian spearheaded the concept of modern retail pharmacy by providing professional interview and service by registered pharmacists, plus holistic health and personal care solution.GCH Retails in-house brand offers quality products at affordable prices because the companys in-house products are manufactured and sourced locally. Moreover, the company, targeting all consumer segment, from low to high income earners, was very aggressive in promoting its home brand products in terms of advertising and promotions, piece of music also developing its product ranges. For instance, Guardian dedicated half a page or full-page advertisements in their in-store brochures or leaflets for their in-house brand products. GCH Retails share of in-house brand products has been poseing steadily more often than not due to developing brand recognition as well as the wider range of items available. In reaction to the Malaysian governments support initiatives designed to spur track small and medium surface enterprises (SMEs) in Malaysia, it is pass judgment that the com pany will continue to source bare-assed products for its in-house brand lines.External and internal factors analysisExternal inner(a)Threats frugal slowdownDecentralized marketing function inconsistent brand get wordWeaknessesRetracted consumer spendingIncreased rivalry between competitorsOpportunitiesImport/exportation Malaysian Ringgit vs Hong Kong DollarGood management able to respond to market change qualificationChange in consumers spending pattern twain external and internal factors influence how the company decides to operate. The external factors will be the equal for all the market players.Watsons personal care store target market, product and services, promotionWatsons Personal Care Stores (WPCS) is a subsidiary of the AS Watson Group which is wholly owned by the Hong Kong based Hutchison Whampoa Ltd listed on the Hang Seng Stock Exchange main board and has been in Malaysia since 1994.Being the largest beauty and health retail chain in Asia, in Malaysia, with 211 outlet s nationwide adjacent the successful merger and acquisition of Apex Pharmacy Sdn Bhd in Jun 2005, WPCS is one of the most accomplished personal care chain stores (Euromonitor 2010). In 2009, albeit with pharmaceutical value share of 19% Figure 2.0, due to change magnitude number of beauty and health specialist retailers, WPCS remained the largest community pharmacy retail chain in Malaysia. Having said so, continuous marketing efforts and promotions such as picture advertisements, complimentary beauty and health information to consumers, and storewide 20% discount campaign, helped restrain its fall in value share.WPCS offers competitively priced and quality in-house brand products. Its in-house brand lines consist of a larger proportion of cosmetics and toiletries, disposable paper products, OTC healthcare products, bottled water and electrical items, is mainly designed for mass consumers, in particular the budget end of the market. The company has been very active in displace its in-house brand. For example, it has dedicated more shelf space in-store for its inhouse brand items. Coupled with growing brand recognition, as well as a wider range of products, the companys share of in-house brand has grown steadily.External and internal factors analysisExternalInternalThreats scotch slowdownOver expansion resulting in dissipated consumer servicesWeaknessesRetracted consumer spendingIncreased rivalry between competitorsOpportunitiesImport/ merchandise Malaysian Ringgit vs Hong Kong DollarExtensive outlet coverage nationwideStrengthChange in consumers spending patternStrategies employed by littler pharmacyMarketing model of smaller pharmacies instruction on establishing trustworthy rapport with its customer base and to provide individually customized pharmaceutical services for their clients to cater on the needs of selected consumer segments. The smaller retailers responded by provided extended time of day services for the convenience of consumers after wo rking hours access to pharmaceutical items and advice. commitment marketing is introduced to maintain or expand their customer base in light of even more competitive environment. A loyalty architectural plan may be specific to an individual retailer, or an independent conjunction scheme involving a few partners. The latter model is gaining popularity in Malaysia and is launch in Europe, Australia and Canada. Specialized services exclusive to pharmacy such as pre-packed dosettes medications to ensure better compliance to medicine, insulin dose ad scantilyments for uncontrolled diabetes management and dolophine hydrochloride replacement therapy for heroin dependent patient, cater to singular patients segment that is gradually increasing.Caring pharmacy target market, product and services, promotionCaring Pharmacy Sdn Bhd is a group of pharmacies under one banner collectively shares the same supply and inventory management similar to that of chain stores, however each outlets are independently owned and operated by pharmacists.Caring Group soon have 46 registered pharmacists operating 40 outlets in Klang valley. Therefore talent the Group the highest number of pharmacist to outlet ratio among retail pharmacy operators in Malaysia.With market share of 12% in 2009 Figure 2.0, Caring is emerging fast as one of the most establish local community retail pharmacy. Providing extended hour services from the early hours up to midnight proved to be a potent strategy in establishing its market share as it provides time flexibility to consumers. Caring offers professional consultation by registered pharmacists on uncomplicated ailments and medication management solutions such as pre-packed medications similar to the multi dose Webster-Pak for the consumers convenience.The group has been actively promoting its pharmacist consultation service. For instance, overt awareness talks by pharmacists on health topics such as hypertension, diabetes, weight-management etc. ar e frequently organized. Launched in 2006, the first pharmacy fix program as a points accumulation and gift redemption carte du jour with Malaysias premier multi-party loyalty program BonusLink, enabled Caring to establish closer impinging with their regular clients.External and internal factors analysisExternalInternalThreatsEconomic slowdownToo focused on domestic/localization growthWeaknessesRetracted consumer spendingIncreased rivalry between competitorsOpportunitiesChange in consumers spending patternGood corporate core value pharmacist service for all consumer segmentsStrengthchapter 2Strategic recommendation for the retail pharmacy industryThe Malaysian as well as the world(a) economy continued to see tough times in 2009. patronage an unemployment rate that was on the rise and consumer spending falling, consumers remained largely loyal to set up pharmacy names when it comes to fulfilling their healthcare needs. Some consumers also switched to self-medication in times of mi nor ailments as a bid to go back up to work for fear that they might lose their jobs in the recession. Retail pharmacies are seeing an increase in consumer sales contribution of 0.2% for 2009 against 2008. This was largely due to the expansion of outlets such as Watsons which makeed consumer interest for its one-stop shopping.In 2007, the population in Malaysia was describe to be just over 27 one thousand thousand which, according to joined Nations Department of Economic and Social Affairs. By 2015, its projected that Malaysias population will reach more than 30.7 million.Currently, the country has relatively young population, with nearly 60% Malaysians below the age of 30 in 2007. Regardless, the population is steadily aging, with the median value age of the population increasing from 22.5 years in 1995 to 24.6 years in 2007. The aging population in Malaysia, usually earning more than their younger counterparts and are usually relatively established in terms of family and home and more aware of their health status, is expected to drive consumer healthcare expenditure. Consumer of this category is expected to drive increased implore for medical and health-related products and services, including pharmaceuticals and OTC drugs, vitamins and dietetical supplements, health drinks and medical equipment.On the other hand, its projected that still over half of the Malaysian population will be under 30 years-old in 2015 so, while there will be some cutting tenseness on products for older consumers, younger consumers will remain a potent force, exercising world-shattering purchasing power and driving continuing demand for the wide range of youth oriented products. This category of consumers are congruous more health conscious, recent survey that 80% of fast lamentable consumer goods shoppers now think about their health more than they did before. Hence, this will spur demand for core healthcare products and influence sales in tangential sectors such as foo d and beverages, and healthcare services.Offer Mix carrefour portfolio adjustment and pricing tacticProduct portfolio adjustmentAs living costs, including healthcare costs, are expected to rise, consumers will be more endeavous to try out economical in-house brand products and self-medicate, respectively. Additionally, more consumers understand the helpfulness of vitamins and dietary supplements as preventative measures against environment, diet and age-related ailments such as joint and back pain, immune systems, osteoporosis and lack of balance nutritional values.The relatively fast growth rate of consumer healthcare sales was not equally spread among in-house brand lines. It should be noted that not all categories saw higher in-house brand growth, as some were mostly dependent on growth by branded products. Within consumer healthcare, in-house brand product line is expected to grow in pique treatment products such as sticking plasters and local germicidal/antiseptic Figure 3 .0, especially in the midst of an economic slowdown and an influenza A (H1N1) outbreak, respectively. Coupled with strict registration ingestments in Malaysia for all medicines, either branded or generics, in-house brand is unlikely to suffice well in consumer healthcare categories such as oral analgesics, cough, cold and allergy (hay fever) remedies or digestive remedies as consumers remained largely loyal to established brands mainly because these brands are long-time trusted names that consumers find most useful or have simply grown accustomed to purchasing.However, consumers will increasingly demand convenient and effective products so as to meet their increasingly stressful and busy lifestyles. Therefore, easy to apply or easy to use products such as Nexcare Acne Patch and Gaviscon Liquid Sachets are expected to attract consumer interest, especially among the younger generation of the population.Retailers will need to expand their consumer healthcare product ranges in orde r to maintain competitive in the market. However, retailers should focus on producing lower-cost and in-house branded products such as topical analgesics, antipruritics, other hurt treatments, vitamins and dietary supplements, that enjoy strong demand among consumers.Pricing tacticConsumers will be shopping around for the best deals. It is not necessary for retailers to cut list prices, but may offer more short termed price promotions, lower quantity threshold discounts, provide credit to long-standing customers, and more precipitously price smaller pack sizes. In tough times, price cuts attract more consumer support than promotions such as mail in offers and sweepstakes. forward motion mix constituted advertising and online marketingDespite the growth of electronic communications, printed newsletter and television still play an important role in Malaysians daily life and their pursuit of information and entertainment. As shown in Figure 4.0, printed adspend dominated 54% follow ed by television adspend at 37% of the total adspend respectively for the year 2009. Major newspapers include three English-language dailies, two Malay-language dailies, five-spot Chinese-language dailies, and two Tamil-language dailies. The Malaysian has a wide range of magazines covering lifestyle, fashion, business, and special interest topics such as fishing, motoring, health and wellness and childcare. Magazines in Malaysia are usually published on a fortnight or periodic basis and are available via subscription, at retail outlets, convenience shops and small grocery stores.The internet has had a significant impact on Malaysia over the past several years. The number of internet users grew from nearly five million users in 2000 to more than 12 million users in 2007, reflecting growth of revenue%. Just as significantly, the household penetration rate of personal computers in Malaysia increased from 13.5% in 1995 to 34.7% in 2007. Tethered with such growth, online adspend recor ded 72% spike growth from 2007-2009, and is expected to continue capturing readership share at the expense of printed media, in-line with household penetration rate of internet-enabled computers increases in Malaysia.Mobile advertising will be in vogue as internet handheld devices gains market penetration, oddly among the younger population. Advertising platforms such as Apples iAd is a base example of cutting-edge mobile advertising where advertisements are not just informative but interactive as well. Advertisements of this kind, can be updated real time by retailers with short-term sales promotion similar to Malaysia Airlines Lunch-hour leakage deals or provide interactive online shopping experience, will revolutionize conventional concept of promotional advertising.Hence, internet will have an impact on how retailers attempt to reach Malaysian consumers and, in a less significant but nevertheless growing way presently on how Malaysians shop. However, as in most countries, onl ine advertising and internet retailing is expected to increase. ratiocinationConsumers in Malaysia are changing their healthcare shopping behavior in various ways at times of recession. While many opted for other more economical retailers, there are some who remained loyal to their preferred retailers while reducing the number of trips and spending. They are more comfortable in seeking out deals and using coupons, and will purchase both in-house brands or branded products whichever provides the best value. Definition of value is also changing. Previously, value is often perceived as quality and options, but during recession this is synonymous with price, while moving out of recession, value will mean that consumers get what they expect at the best possible price. Pharmacy retailers can capitalize on consumers needs by providing increased change marketing and shopping experience. Consumers are shifting towards meaningful and uncomparable shopping experience, particularly in purch asing healthcare items.Consumer in controlPresent consumers know are agnize of what they want and many will go the distance in seek of the best offers, some consumers, due to their lifestyle fluidity simply require products that satisfy their needs. Mobile shopping will be the next verge for retailers to venture into as on-the-go consumers who emphasize on shopping convenience and zipper of transactions. Pharmacy retailers can tap into this market and formulate marketing plans unique to loyal mobile shoppers. Conventional in-store consumers are bombarded with too much product information creating confusion and delaying purchases. Retailers and manufacturers should collaborate to satisfy consumers needs such as using attractive colors and creating simplistic product packaging to alleviate consumers search for healthcare products.Retailers diversify and re-brand to stay relevantPharmacy retailers diversifying into in-house product line will need to factor in consumers shopping p ick on established branded healthcare products when formulating in-house product marketing plans. many a(prenominal) consumers maintained loyalty to established brands due to familiarity to a product or confident with its effectiveness. However, in-house branded product line such as wound care, vitamin and supplements are projected to grow due to regional disease outbreak and economic downtempo. New and improve in-house product lines with convenience in intelligence such as topical analgesics and sachet digestive remedies will appeal to consumers particularly the younger customers. Retailers may need to revamp certain product lines with new design, improve in-house brand offers and a compelling ad-campaign, to appeal to younger consumers. incoming of retail pharmacyRetail pharmacy landscape is shifting largely attributed to economic changes, the growth of online retailing and more recently mobile concern. With increasing use of smart handheld devices in Malaysia, mobile advertisi ng and commerce is projected to grow substantially. Retailers will have to employ a multi-channel marketing approach. Online retailing will provide a platform for retailers disseminate unique and targeted product offers for consumers to research, plan their shopping trips and ultimately attract consumers into stores. Once in store, consumers will look for premium service coupled with simplified shopping experience in terms of product availability and ease of localisation principle the products. Now more than ever consumers becoming more sophisticated and assured in making choices. They desire to know the origin of the product, what they are do of and how their lives can be improved with them. In general, future consumer wants a simplified, personalized and meaningful shopping experience with a focus on value.

Nike Brand Analysis

Nike Brand AnalysisNike shit has been approximately since the 1960s. This station has m otherwise kn ca physical exertion as one of the shed light on brands of sports gear. This has not happened because of an accident. A jackpot of work has kaput(p) into making this brand what it is today. The amount of contrary brands that Nike nominates support them reach turn pop to every kind of person in the institution today. The contestation for Nike has besides helped them succeed by making them probe and bewilder ahead of their competition. alike if you take a look at their tog out analysis you faeces advert the different things that make Nike one of the top brands in todays world.The intellect of Nike began way back in the 1950s. A wipe coach by the name of meridian Bowerman was at the University of Oregon teaching his squad. Bill was always looking for a competitive edge for his firsts, want to the highest degree of us today look for any advantage we preempt jump. Bill institute tongue to he tried using different billet for his runners as well as trying other things to try and make his athletes better. Bill tried to contact the fit out manufactures in attempt to try out his ideas for running dress. This however failed. In 1955 a tail runner by the name of Phil Knight enrolled at Oregon. Phil was on the itinerary team under Bill. Phil graduated from Oregon and acquired his MBA from Stanford University. Phil went on to write a typography that talked about how quality shoes could be do over in Japan and they would be cheaper. Phil called a troupe in Japan and became a distri besidesor of Tiger shoes in the United States of America. Phil sent some(prenominal)what pairs of shoes to his old track coach trying to get Bill to buy the shoes. Instead of buying these shoes Bill offered Phil a alliance to create better running shoes. In 1964 Bill and Phil shook pass and formed Blue Ribbon Sports. The companies first move was to order t ether hundred pairs of shoes from the attach to in Japan. While Bill examined these shoes and tried to make them better Phil was out selling the shoes. Bill had his track team at Oregon try out his b argon-assly creations. This became the pes of Nike. Due to the fact that Bill and Phil relieve had a full prison term job, they hired Jeff Johnson as their first full measure employee. Jeff soon became a invaluable utility man for the company. In 1971 Jeff created brochures, marketing materials and even rotating shaft photos for a catalogue. The very first Blue Ribbon store was undefendable by Jeff. Meanwhile the relationship between Blue Ribbon and the company from Japan was starting to deteriorate. Bill and Phil made the jump to manufacturing and designing their own foot wear out. The trade marks swoosh which was introduced at this clock. The Nike military control of footwear was expose in 1972, during the U.S. interbreed and Field Trials. One pair of the shoes had a huge impression on a dozen multiple runners that wore the new shoes. These shoes incorporated a new style of soles that that had nubs on them that resembled the ridges of a waffle iron. These shoes were also a toilet less heavier than most running shoes at the time. With the new image Nike started looking for athletes to wear, lift and elevate the new shoes. The first athlete they found was Steve Prefontaine. Prefontaine never preoccupied a race that was over a mile in length in his college c beer between 1969 and 1973. Prefontaine challenged Bill , Phil and their new company to laden their talents. In turn Prefontaine became an ambassador for Blur Ribbon Sports and Nike. In 1975 Prefontaine died at the age of 24, but his spirit still lives on within Nike. Prefontaine became the reason of Nike. When 1980 hit Nike entered the stock market and became a publicly traded company. Once this happened many of the lot that started the company moved on with their lives. This included Phil Knight who resigned from his professorship spot for over a year. In the mid-1980s Nike started to slip from top of its industry. This started to change over when Michael Jordan released a new shoe through Nike. When this happened Nikes bottom line got a boost. In 1988 the slogan that we all know today Just do it was introduced as a way for Nike to build on its momentum from their transformation campaign. The Just do it campaign included three advertisements in which a young athlete by the name of Bo Jackson was involved in. By the end of the decade Nike was at the top of their industry once again. The 90s brought a series of outreach for Nike. At this point in time Nike deepened their commitment into others sports such(prenominal) as soccer and golf. In 1995 Nike signed the whole World cupful wining Brazilian National Team. This also allowed Nike to create jerseys for the team. Nike also landed contracts with some(prenominal) the mens and womans teams for the United States. The biggest thing that Nike was criticized for was when they signed a young golfer by the name of Eldick Tiger Woods for huge deal. All of the competition said this was a dumb idea till Tiger won the 1997 master by a record 12 strokes. In 2000 a new shoe was introduced. This shoe went by the name of the Nike Shox. This shoe combined much than 15 years of dedication and perseverance. Nike is still the industry leader in their markets and continues to grow more and more each year around the world. This company go away have much more to offer in the future.Nikes products do not just cover one area like some companies products. Nike prides itself in having a product for most every sport out in that location. Also they do not just stick to shoes. They also perplex everything from socks and compression shorts to sunglasses and hats. Nikes first products started with track shoes. Today they still are huge into the shoe industry but Nike also makes jerseys, shorts, baselayers etc. Nikes p roducts never stop involving. As a person who wears a lot of Nike gear, my favorite thing about the brand is that they always find a way to make the products better. Take their basketball shoe line for example. When Nike made their first pair of basketball shoes they probably had no idea what they were doing. Today Nike has one of the best lines of basketball shoes out there with the Air Jordan line. These shoes are always light weight and they bear great support and breathable leather which are both needed in a good basketball shoe. Also Nike makes their products stand out with their magnificent use of colors and unique designs. Everyone in todays society wants to be seen in the swoosh. In 2009 Nike introduced the Nike+ products and teamed up with Apple. This allows runners to sink their shoes with their IPods and it go out allow them to see how furthermost they have run, how many calories they have burned and also keeps time for them. Nike has also done this with their basketba ll shoes which allow players to link up through their IPods again. However this new design helps measure a players vertical, quickness, and other aspects of their game. Nikes products keep improving with the time and there is no end in sight to what Nike can do with their products.Nike has many competitors in their industry. These companies include but are not limited to Puma, Underarmor and Addidas. These competitors drive Nike to strive for new innovations every day. Nike competes with Addidas in the basketball market. Nike owns over 80% of U.S. basketball market to as where Addidas owns only about 14%. Addidas is trying to keep up with Nike in innovation but is having a really hard time in doing so. Nike and Underarmor are study competitors in the work out clothing industry. twain of these companies make very good products that will help an athlete get better in their sports. In this industry I would have to give the advantage to Underarmour because when you go to a gym you alw ays see race working out in Underarmor clothes. Puma and Nike compete in the shoes market. They are both big in the track shoes industry. both(prenominal) of these companies make extremely comfortably light weight shoes. If you watch the Track and Field events at the Olympics you will see most runners are wearing away Nike shoes or Puma shoes. In this competitive match up I would have to say Nike has the clear edge. If you look at the other(prenominal) Puma use to have every track athlete in a pair of their shoes. Over the past decade that has shifted towards the shoes that are produced Nike. Nike has the overall competitive advantage in their industry.The people that buy Nike brand differ immensely. The target Market for Nike clothing and other accessories are people between 18-35 years of age. just about characterists about the people that buy the Nike brand include many things. One main thing for most of the Nike customers are that they watch or play a lot of sports. This is said because Nike uses major sports icons to promote their products. These athletes include Lebron James, Tiger Woods, Mia Hamm and many more athletes from all different sports. By using these athletes it makes people want to wear the brands that their favorite athletes wear. Some more characteristics of Nike consumers are that they are into extreme sports. Nike has come out with the 6.0 line to appeal to the younger generations thrill of extreme sports. These are just a few characteristics that Nike buyers have in common.Nike is a great company in its industry and it will be a very long time till anyone ever knocks them off of the top of their industry. However Nike has had issues with violating Human rights. Their factories are under scrutiny in countries like Mexico and Vietnam. Their factories in Vietnam have been in violation of minimum wage and overtime laws. Nike states that these violations are no eight-day happening. In the 1990s Nikes use of faced churl labor in Cambodi a and Pakistanis was being closely monitored. However Nike still has factories in places where the monitoring of child labor has bad regulations.. In 2001 BBC documentary uncovered the use of child labor by Nike. The documentary was based around 6 undersized girls, who worked every single day and were all working over 14 hours shifts. In July 2011 Nike admitted that 66% of their factories do not meet regulations for worker treatment.I conducted a SWOT analysis on the Nike Brand. One of Nikes key strengths is their use of popular athletes to help promote their products. The idea behind this is that most individuals will remember what a star athlete is wearing. A major failing is that the market that Nike operates in is very price sensitive. Most of Nikes income comes retailers purchasing the products they produce. This indicates that margins turn tail to get squeezed as retailers try to get low price competition on Nikes products. Opportunities include things such as the constant change in technology. The ability to generate more money by having a unspecific range of products helps Nike a lot. Nike is not just involved in sports wear they are also in regular clothing and sunglasses. Also Nike has a huge base all over the world which allows them to have a larger global market. Finally some of the threats are that the retail orbit is becoming substantially price competitive. This means that shoppers are looking around for better deals rather than just buying the top brands. The consumer now controls the manufacturing. If a consumer wants to find the low price on identical products, then they will go store to store in order to find the lowest price.In conclusion Nike has a lot going for it. It started with a track coach and a track runner. This brand has become known as one of the top brands of sports gear. This has not happened because of an accident. A lot of work has gone into making this brand what it is today. The amount of different brands that Nike m akes help them reach out to every kind of person in the world today. The competition for Nike has also helped them succeed by making them try and stay ahead of their competition. Also if you take a look at their SWOT analysis you can see the different things that make Nike one of the top brands in todays world. Their total one position in the world is will continue far into the future if they stick with what they know.Work CitedAbout NIKE, Inc.NIKE, Inc. -. N.p., n.d. Web. 22 Oct. 2012. .History Heritage.NIKE, Inc. -. N.p., n.d. Web. 22 Oct. 2012. .Nike, Inc.Wikipedia. Wikimedia Foundation, 22 Oct. 2012. Web. 22 Oct. 2012. .

How to Play Hockey Essay -- essays papers

How to Play Hockey scum Hockey is believed to have begun during the Middle Ages, when northern Europeans played games on stopgap ice skates. The French explorers who watched the Indians, who would also play this stick and ball game, called it hoquet. forwards beginning to play hockey game you must know the rules of the game. A hockey team consists of a goal tender, two defenders, and leash forwards ( a center and two wings ). Hockey is played in three twenty-minute periods. The team that hits the most pucks into the opponents goal wins. The game is played in an ice-covered skating rink shaped corresponding a rectangle. Wooden walls about three or four feet high surround the rink. At each end is a cage, or goal which the doers try to hit the puck into. They hit the pucks with wooden or graphite sticks with curved ends. The puck is a disc-like object make of black rubber. In order to begin the game each player must be appropriately dressed. A hockey uniform consis ts of a series of pads and a helmet to protect you from the lighting fast pucks, the rock gravid ice floor and of Course the aggressive players. The helmet is the most important intimacy to wear. It protects your head in case of a direct impact like airbags protect your head from hitting the dash in a car. on that point are many brands and sizes to choose from. The most reliable and well cognize is a company called Bauer. The size usually depends on the shape and measurements of your head. The future(a) impo...