Royal Selangor IT System And Cloud Computing

Royal Selangor IT System And Cloud Computing 1. Introduction This report is commissioned by the request of Royal Selangor International (RS) for the purpose of analyzing existing IT infrastructure and draw out recommendations for RS to adopt to cloud computing technology. The current IT infrastructure that operates RSs business processes are analyzed. Data for the analysis are collected through interviews with RS management representatives. Based on these data and comparison with available cloud computing solutions, recommendation on the adoption of cloud computing are derived for RSs considerations. 1.1. Background Royal Selangors core business is retailing pewter artifacts and jewelleries. RS is a private owned company manufacturing and retailing fine quality pewter artifacts products worldwide and is now the largest pewter artifacts producer in the world. Founded in 1885 and based in Kuala Lumpur, Malaysia, RS has expanded leaps and bounds to international recognition and has won several prestigious awards. The company recently celebrated its 125 years anniversary. The homepage URL of the Royal Selangor is http://www.royalselangor.com RS currently operates 3 brands under the company. RS on its own crafts and retails the pewter artifacts, Selberan which retails fine jewellery and Comyns, a brand that has 350 years old legacy in silversmiths. (Bernama 2011) RSs products are marketed through 3 channels as follows; RS owned flagship stores which are located at prominent shopping districts around the world, including London, Tokyo, Melbourne and Toronto. Distribution network to reputable retailers around the world. Online shop that serves both distributors and customers. The major part of RSs success is through the online retailing. RS are the pioneer in setting up its business for online shopping. It has enabled RS to spread its business internationally to distributors and also directly to end users. RS was awarded the CIO award in 2001 which recognizes the genius is IT implementation and strategy. (International 2001) The online shop has also provided RS channel to communicate with the customer and improves its services. RS has also established worldwide offices with warehousing facilities in major markets such as Australia, Japan, Hong Kong, China, Singapore, Britain and North America.   1.2. Corporate Structure RS is a family run business since it was first founded in 1885. Through 4 generations, the business has been passed on to succeeding family members. RS organization structure for the manufacturing business is as per Attachment A. The Managing Director is supported by two General Managers, managing and overlooking the entire operations from raw materials, production, research and development, marketing, e-commerce up to distribution and international marketing. Each section operates on its IT system for reporting and thorough tracking of the raw materials up to storage and distribution. Further detail analysis of the IT system of RS will be captured in Part 2. RSs Company Policy states the ambition of the company to maintain its status among the forerunners of the industry and to strive for excellence by being ahead of competition. In align with this policy, RS has adapted well with new IT systems to further improve its services to the customers. This is proven when RS opened its online store 10 years ago in 1996 while many industry players are still skeptical about online store. (Yee 2007) RS has structured its operations to run on a systematic IT infrastructure. Business processes of the group include the following: Financial department Human resource management Manufacturing Distribution Marketing Warehousing Customer relation management. 2. IT Infrastructure With over 1000 different products to be manufactured and distributed across local branches in Malaysia and also to 20 other countries directly, RS requires a system that could provide up-to-date and accurate information to the people involved. RS had embarked on various marketing strategies to expand the organisation and in the year 1996, ventured into the e-commerce with RS online shop and website promotion and advertising (International 2001). The subsequent business strategies, marketing, e-commerce system and web development have since been developed in-house to the specific needs of the organisation and RS wanting more control in its development and deployment. (Yoon Kit, Yong 2011, pers. comm., 1 April) Critical business processes especially for manufacturing and the retailing are being integrated and streamlined for speedier processing and better performance for the organisation. For the manufacturing department, integration and real-time updating of information for raw materials, work-in-progress and final goods are vital for the organisation to be leaner. Enterprise applications have the capability to provide accurate buying trends of customers and the information gathered have translate into a better inventory management for the organisation and also to the customers. As for the design team, IT is needed to speed up the design period and can help to transform new ideas into great products. Design information can be used for quick and clear generation of manufacturing ready drawings and used for virtual prototyping. All this can offer distinct advantage to RS over their competitors such as new products were created in pewter with an additional animated storybook. (Bao Shan, Yip 2011, pers. comm., 3 April) Retailing staff will benefit from the information on customers and also inventory to better serve the customer. Fast response and also delivery scheduling can help the retail staff to close sales deal quicker. Besides that, online marketing tools such as social networking are used to promote products actively. For RS, the strategic role of IT is very clear and it is for creating a competitive advantage over their competitors. (Yee 2007) 2.1. Computer Hardware Platforms For the routine tasks, desktop computers and laptops from Dell and HP running on Intel or AMD processors are provided. For the design team, Apple IMac is used as it is more suited for the modelling and designing purposes.   The mainframes are located in-house and consist of HP and Dell servers. These are dedicated for the critical applications such as the enterprise resource planning system (ERP), Storage Area Network, private automatic branch exchange (PABX) and the network systems between the offices and also the online shop. Cashiers at the respective branches are utilizing Point of Sales (POS) Terminals connected to the main servers for daily transaction processing. 2.2. Operating System Platforms For the general desktop computing or client level, RS is using Windows based operating system to manage the resources and activities of the computers. The Apple computers are supported with IMac OS X system. For the servers, RS is using Samba / Linux Server OS systems which are open sourced and it is easily adaptable to different servers and software. Centralised updates and patches are provided in-house by RS IT staff. 2.3. Enterprise Software Application RS is currently using the Baan ERP system and it was deployed in the year 1999. The system is used mainly in manufacturing, finance, human resource and warehousing. The Baan Client is running on the Windows based operating system. The selection of Baan was based on the capability of the manufacturing module of the Baan ERP system. 2.4. Networking / Telecommunication RS requires a reliable network and telecommunications setup because of the global presence and extensive distribution channels to more than 20 countries such as Singapore, Japan, Hong Kong, China, Australia, United Kingdom, Canada and United States of America. Locally, there are about 21 outlets nationwide. They are using Unifi fibre optics broadband services provided by Telekom Malaysia. This is for the standard activities such as internet and correspondences and the network is managed via Transmission Control Protocol / Internet Protocol (TCP/IP) suite. As for the dedicated leased line, it is connected to the offices and branches via the Cisco Networks. Cisco Core Switch provides the entire organisation connectivity for their Enterprise Data Routing and with the switching capability of the Intelligent Bandwidth helps to ensure optimum availability to their office and branches worldwide. Inter-office communication is using Lotus Notes as the integrated desktop client option for accessing e-mail and calendaring. The main office is utilizing PABX phone system which is able to support an enterprise wide phone and fax machines where as the branches are connected via standard public switched telephone networks. 2.5. Data management and Storage The Data management and storage for RS is quite large as it is to ensure that all product designs are archived and kept for future reference. The other requirement of the organisation is to provide a shared folder running on the server as the depository of the new product designs in use by the organisation. The major usage of a 20 tetrabyte space is for the designs of the products and the accessibility of the information by various departments. Baan ERP application and database usage accounts for about 200 gigabyte space and the Lotus Notes application takes up about 150 gigabyte space. The physical hardware for the storage comes from various original equipment manufacturer (OEM) sources and the main supplier is Dell. The hardware components are Dell / EMC CX3 which is utilizing Small Computer System Interface (SCSI)/Fibre hard disk for key production system. 2.6. Internet Platforms The key internet sites for RS are the online shop/e-commerce and the visitor center homepage. The other sites under the group are Comyns and Selberan which is also under the support of RS IT department. The web site was built with customers in mind it is to be used as a two-way communication channel for customers, as well as a one-to-one marketing and fulfilment tool. The web hosting of these sites has been outsourced to CSC to ensure service availability and network latency. These webhosting servers are running on the latest iteration of Microsoft IIS Servers. The website are maintained with Linux / Apache / MySQL / Perl/PHP/Python package as it is open-source and it is easily adaptable to suit RS applications. 2.7. Consultants and System Integrators Most of the system integration work is done in house leveraging on the knowledge available. Currently, RS is getting external consultant support for the Baan ERP systems when required. The e-commerce system initially was out sourced but due to the specific needs of the organisation, it is now fully developed and maintained in house. Others system integrators or consultants are being appointed when necessary. Issues that were identified are as follows:- To ensure interoperability between each systems. RS have basically two systems to ensure its interoperability which are the CRM and the ERP applications. As for the other platforms such as servers and data center, the software used are open source whereby customisation would be easier. Ensure constant communication and connection between shared information worldwide. The need to access to data and inventory in real-time and reliably. Maintain a well integrated and smooth supply chain especially for the online shop. It needs to be updated constantly and best practices are to be employed and cascade down to the operation levels. Implementation will be a major stumbling block due to the manufacturing processes being labour intensive. Maintenance of software and hardware systems 24/7. For storage, the challenge is managing the data and managing the systems that house the data. Software tools that track and manage storage resources efficiently are in high demand for these reasons. IT staff retention proved to be difficult. Internally, the IT department is supporting on hardware troubleshooting whereas the service or troubleshooting support will be provided by the external team of consultants. The current staff skill is sufficient to maintain and operate the system effectively. However, the staff education at the operator level is still lacking. Constant training and retraining is required. Cost reduction is actively pursued whenever there is chance as budget is always constrained. Since data storage continues to grow at 40% to 60% per year, the challenge is amplified to try to get the most from any new storage purchase. Challenges that are constantly faced by RS are listed below and a few are being actively pursued by RS. To maintain operation excellence in the whole value chain design, manufacture, distribution and retailing not only locally but also worldwide. Leaner production and shorter processing time and delivery schedules are key focus area for continuous improvements. (International 2001) To innovate and re-invent the â€Å"wheel† for the retailing and marketing of the products by using IT. Constantly RS need to find ways to market their products as the current marketing channel in local and overseas retail shops, on-line shop, corporate customers and the visitor center / showroom is not adequate. Currently each competitor in pewter ware has their very own website and they are promoting their products on line, retails shops and also at their main showroom (Tumasek 2011). RS have to look at the industry of premium giftware as well which would consider a worldwide market. Search Engine Optimisation programs, partnership with search engines and partnerships with other websites are areas to focus more in order to penetrate further into the international market. (Shankar 2003) To retain customers and to attract new customers are important. Major competitors such as Tumasek, Oriental Pewter, Mariwasa and Pewter Arts are constantly challenging RS. New designs and faster production and roll-out of products would ensure a greater market share. Providing better and more personal touch to customer service will benefit in the long run as customers would have greater perception of the product not only in terms of quality but also the service that comes with it. (Shankar, 2003) To constantly review the business strategies and if necessary upgrade or adapt the current system based on the specific needs of the organisation. The final call is that any new product or system purchased should move towards lower costs, better processes and common management.(Yee 2007) Strategies such as using setting up websites in native languages of the country they are going to market the product. Open source plays an important role with the servers in RS. (Yoon Kit, Yong 2011, pers. comm., 1 April) Most of the infrastructure servers are on Linux which gives flexibility in rolling out new servers as well as replicating our administration. RS uses a lot of the virtual machine ware so it is now easier to deploy new test and production servers on demand without having to submit capital expenditure and commission new machines. Constant updating of information and also skills related to open source would be vital for RS. 3. Cloud Computing   Cloud computing obtained its name from the metaphor for internet which represents an area on the network that resides outside (cloud) but is required to make the network complete. The control of the cloud is an external partys concern which is hosted and maintained by other parties and does not need the interference of the internal parties (Velte et al. 2010, p. 3). Examining the Cloud computing, it is basically a model for enabling convenient, on-demand network access to a shared pool of configurable computing resources. These resources include networks, servers, storage, applications, and services that can be provided to the customers to assist its daily operations. As explained in NIST document, Cloud computing consists of five essential characteristics, three service models, and four deployment models (Mell Grance January 2011, pp. 2-3). The 5 Essential Characteristics On-demand self-service. Services are available to the customer at all times and without any need for intervention by the service provider. Broad network access. The system is web based and can be accessed from any internet enabled device such as through mobile devices, thin or thick client platforms. Resource pooling. The provider of the cloud computing services uses physical or virtual resources to serve multiple customers with different needs. The customer generally has no control or knowledge over the exact location of the provided resources. Rapid elasticity. Customers can scale up or scale down according to their own requirements. Additional services can be purchased at any time. Measured service. Customers accessing the system are easily tracked and controlled by means of storage, processing, bandwidth, and active user accounts. The 3 Service Models Cloud Software as a Service (SaaS). The provider offers an application that the customer can be accessed by different client platforms such as a normal client computer. The software is web based and does not reside in the customers computers. The devices only need to interface via a thin client interface such as the Web browser. The consumer does not need to physically install the software. Cloud Platform as a Service (PaaS). The capability provided to the customer to develop applications using the programming languages and tools provided by the provider. The customer will only have control of the application developed using the platform provided. Cloud Infrastructure as a Service (IaaS). The provider only provides the infrastructure to the customer. The customer controls its own software and applications but has no control over the cloud infrastructure. The 4 Deployment Models Private cloud. The cloud services are provided to only one organization. Community cloud. The cloud services are shared by few organizations Public cloud. The cloud services are made available to the general public or a large industry group and are owned by an organization selling cloud services. Hybrid cloud. The mixture of two or more cloud deployment models which runs on a standard or propriety technology. To summarize the definition of cloud computing, it is where software, platform or infrastructure services that are made available to the customers at all times. The customers have relieved itself from the concerns of operating and maintaining the physical aspects of the system and enable them to focus on its core competencies.  Ãƒâ€šÃ‚   Before exploring the adoption of Royal Selangor with cloud computing, the advantages and disadvantages of cloud computing will be explored in following chapters below to examine further the key positives that will help the company. Figure 3.1 illustrates the advantages and disadvantages of Cloud Computing. 3.1. Advantages of Cloud Computing 3.1.1. Financial Benefits Cloud computing provides new solutions for all sizes of businesses and industries. When modern businesses looks for ways to cut operating cost without losing much productivity, cloud computing serves to be a key part to assist the business to achieve the target. By improving server utilization and decreasing the number of servers, significant cost reductions can be seen and additionally, future capital expenditure can be controlled. Normally servers are designed to have redundancy as well as spares for future expansions. This translates to capital expenditures spent for facilities that are not utilized. Cloud computing provides enables the customer to only pay the amount of usages utilized which translates to cost reductions.   Also, theres a reduction in physical server depreciation cost. As pointed out above, fewer servers maintained by the company means less depreciation costs. In addition, it also directly reflects to energy consumption and facilities cost. Reduced servers require less energy to operate and smaller facilities. When a true comparison is done, using a fully cost model, the decision weighs more favourably towards cloud computing. And when the other advantages are taken into account then cloud computing can really stack up as a viable option (Group 2009, p. 6) . 3.1.2. Technological benefits Cloud computing has the ability for the system to expand and contract automatically based on the demand of the customer. For software, new users can be assigned to the system and start using almost immediately without much complications. The resource platforms such as storage, networks and servers are available on-demand and again do not require much intervention or effort by the customer to prepare the system. More significantly is the redundancy and back-up system available to the customer, ensuring that the data are safe and protected. 3.1.3. Operational benefits In terms of operations benefits, this can be referred as outsourcing the IT system and delegating the risk management. Service providers have to ensure that the system is available at any time and redundancy provided. The problems that have been concerns for companies running physical hardware, servers and data centers can now shift the risks to the service provider. Access to the system is also improved as it can be accessed from anywhere through an internet enabled device. This improved operation excellence as data are always available at anywhere, anytime to the users of cloud computing. 3.1.4. Environmental Benefits By using lesser servers through servers consolidation, energy consumption of the IT system is drastically decreased. This translates to lower and more efficient energy consumption. 3.1.5. Competitive Advantage Businesses can be more competitive by adopting to cloud computing. Cloud computing provide a quick and efficient start up for any small or medium size businesses. This enables them to have almost similar capacity as larger established companies in terms of IT systems. Also, with data easily available, it enables businesses in general to be more agile and response quicker to market. 3.2. Disadvantages of Cloud Computing While the advantages of cloud look promising, there are also disadvantages to the cloud services such as below:- 3.2.1. Security issues There is a need to look at the security aspect for cloud. The security risks that come with cloud computing ranges from user access, recovery, regulatory compliance and long term viability.   Sensitive data processed/stored externally brings with it an inherent level of risk, because outsourced services bypass the physical, logical and personnel controls† from in-house programs. The controls of user access and also content management access would need to be transparent and clear so customers are not worried about their data being compromised. (Brodkin 2008) 3.2.2. Lack of control For cloud computing, the hardware and software could be based in multiple locations all around the world compare to in-house systems. The control on the storage and security of the data will be the under the jurisdiction of the cloud vendor and users do not have much control over it. Performance and upgrading of the applications and data protection will be relying on the timeliness or scheduling of the vendors to update their software. 3.2.3. Lock-in to cloud vendors Users should be aware of the risk of lock-in to the cloud vendors. The consideration will be on whether in the future there is the need for changes or replacement of the software/platform/infrastructure selected initially and thus switching cost will be incurred. Based on the three types of cloud computing, the service and platform will have some sort of impact and difficulty if there is a need to change vendors. Selection of vendors that provide minimum lock-in should be preferred. (Petri 2010) There is also the need to ensure that the data that is held with the vendor will remain available even if they have been acquired or merge with other larger vendors. 3.2.4. Reliability on cloud functionality Cloud vendors based their business on providing high up-time and downtimes should be kept to a minimum. Overall hardware and network reliability from cloud vendors are considered to be at par or above par comparing to the average data center. However, there are instances when there is downtime and this would be considered to be unacceptable if it is too long and economic losses are being factored in. A few vendors will have strict service level agreements (SLAs) that provide themselves with a method of controlling the downtime. (ENKI 2011) Besides the downtime from servers, we need to look at the downtime created due to non internet service such as connection and bandwidth availability. There might be problem when the internet connection is not available or not sufficient to support the functionality of the applications. This would totally render the cloud application a total failure. 3.2.5. Data segregation Data stored in the cloud is generally in a shared environment and it is placed within the same location as other users. There is the need to ensure that the data is fully secured and only the authorised user can access it and the cloud provider should proof that encryption schemes were designed and tested by experienced specialists. Data can be totally unusable if there is complication during the de-cryption procedure. (Brodkin 2008) 3.2.6. Recovery of Data and Services There would be difficulty in accessing the data and service provided in the cloud as the user would not have any information on where the data is or how it is being stored. In the event of disaster, the cloud provider would need to setup a proper data recovery or restoration. There would be question on when can be data be ready for use once they initiate the recovery process. (Brodkin 2008) 4. Recommendation of cloud computing adoption/adaption The findings from above are analyzed against the factors that forms the Competitive Forces Model for IT Infrastructure (Laudon Laudon 2010, p. 223). This will provide an outline of RSs requirement to adopt cloud computing as its IT infrastructure. 4.1. Market demand for organisations services Internet sales have always been the forefront business of RS. 80% of RSs sales are from the online shop. (Yee 2007) Considering future trends, the e-commerce will keep on expanding and improving. The market demand is and has proven to be in abundance for RS to venture. With cloud computing, RSs operation can be more streamlined and improved and meet customers demands. 4.2. RS business strategy RS strive to be the best pewter manufacturer in the world and maintain its competitive edge over competitors. (Khay Chong, Saw 2011, pers. comm., 5 April) 4.3. RS IT strategy, infrastructure and cost RS plans to use IT to gain competitive edge over their competitors and to maintain their market position. The strategy has proven to be useful as it was acknowledge by the CIO Asia Award in 2001 and Intelligent Enterprise: Asias Intelligent 20 award for the E-commerce operations.(International 2001) Ventures into social media marketing and web collaboration with overseas online shop have provided the exposure and advertising advantage for them such as partnership with John Lewis (http://www.johnlewis.com) or Wesell Royal Selangor (http://www.wesellroyalselangor.co.uk/). 4.4. RS Information technology assessment Current setup is very centralized and all located within the main HQ. From the IT infrastructure study, we find that the hardware and software used within the organization are considered to be reasonable and commonly used in all industries. The use of open source have also help in ensuring that the system can be modified and be made better as they use it with constant upgrading. However the weakness could lie with the staff availability. With cloud computing, it is a perfect IT infrastructure for RS to adopt. Switching to cloud computing provides a feasible solution for RS to maintain its businesses outside of Malaysia with the same IT infrastructure. 4.5. Competitors IT Services In evaluating RSs competitors IT services, two main competitors namely Tumasek Pewter and Oriental Pewter are analyzed. Both Tumasek Pewters (http://www.tumasek.com/home.htm) and Oriental pewters (http://www.orientalpewter.com.my/home.htm) website does not have online shop. RS is the leader in pewter industry as its main competitors are not having the same IT services as RS. This is even more a reason for RS to adopt cloud computing. As the start-up of IT system are faster through cloud computing, the competitors will definitely offer the same services in the near future. By adopting cloud computing first, RS can be ahead of competition. 4.6. IT infrastructure investment in pewter/retail industry For retail industry, capital spending in 2008-09 at John Lewis (RS partner) was  £404m, compared with  £363m in the previous year. About  £30m represents investment in efficiency projects such as new Oracle finance systems recently implemented in Waitrose and the firms head office, and investment in maintaining and modernising its IT set-up. (Mari 2009) Investment into IT for manufacturing is continuing to grow for Asian manufacturer and focus is on cloud based applications capability to increase the efficiency of the organization such as gaining insight on customer behaviour, improve efficiency and productivity of manufacturing operations and in the supply chain from supplier and also to customers. (Yap 2011). Under the Malaysias Economic Transformation Programme, the wholesale and retail and tourism industry are place in the forefront of Malaysias economic development. Few key areas were earmarked for development and the key area with IT investment would be the globalisation of our products by means of virtual retail platform or malls. Investment of about RM 1.3 billion will be spent on this area which can help competitors of RS to develop their online shop. (PEMANDU 2010) RS is well aligned to adopt to cloud computing. Moving into cloud for an established firm like RS requires a strong management vision statement and support for the migration. Strategies had to be developed to enable the migration to be completed flawlessly and most important, without hampering any existing business processes. Strategies to be taken by RS are as follows; Business Review To establish the key objectives, tools that can be use is SMARTA objectives which is Specific, Measurable, Achievable, Realistic, Timely and Agreed. ( Williams 2010, p. 102 ) Project Management To setup a Project management team to manage the migration and keep all stakeholders satisfied. An Implementation plan will provide the necessary clear procedures for the migration. ( Williams 2010, p. 113 ) Adoption to cloud system shall be done according to recommended solutions as below; For the routine communications and content management, RS would be wise to look at the various applications offered from cloud computing. This would probably relieve some of the bottleneck for support currently faced by RS IT departments staff. Part of the RS marketing channel to corporate users would be beneficial if there was an application similar to what is being offered by Sales.Force.com. The sales value chain from i

Criminology Essays Punishing Treating Preventing

Criminology Essays Punishing Treating Preventing Punishing Treating Preventing Punishing, treating and preventing crime An obvious question to pose regarding offenders is, how can they be prevented from recidivism? Examining the effectiveness of ways in which the judicial system responds to offenders will only enhance the understanding of how reoffending can be removed. One of the many ways in which a judicial system can respond to crime is by imprisoning an offender. Imprisonment can serve a number of possible functions including; retribution, incapacitation, deterrence and reform (Putwain and Sammons, 2002). Whether or not prison works is under constant review and there is much disagreement on which of the possible functions should serve its purpose (Bottomley and Pease, 1986; Home Office, 1994; Zamble, 1990). Together with questioning if it is an effective response to crime, there are numerous psychological effects of imprisonment (Dooley, 1990; Heather, 1977; Rasch, 1981; Zamble and Porporino, 1988). Besides imprisonment, legal systems all over the world have a variety of other means of punishing and rehabilitating offenders. Different countries favour different methods but in Britain and the US, the most common forms of non-custodial sentences are fines (Caldwell, 1965; Feldman, 1993; Walker and Farringdon, 1981), probation (Oldfield, 1996; Roshier, 1995) and community service (Evans and Koederitz, 1983; Schneider, 1986). There is evidence that, for some offenders, these forms of sentence are at least as effective as imprisonment and have a number of additional benefits. In particular, they are cheaper to administer than custodial sentences. You can get expert help with your essays right now. Find out more The various custodial and non-custodial measures employed by judicial systems are designed to serve a number of purposes of which rehabilitation is only one. The failure of judicial sanctions to make a significant difference to crime rates (Lipsey, 1992) has prompted a number of psychologists to put forward rehabilitation programmes based on psychological principles. These differ from judicial sanctions in two important ways (Putwain and Sammons, 2002). Firstly, their aim is solely to reduce the probability of reoffending, rather than exacting justice on the offender. Secondly, they are based on psychological theories of offending instead of the notions of ‘human nature’ on which judicial sanctions are often based. A large number of these interventions have been tried, however those behavioural and cognitive treatments for offending have had the most success for instance; token economies (Ayllon and Milan, 1979; Cohen and Filipcjak, 1971; Hobbs and Holt, 1976), social skills training (Blackburn, 1993; Goldstein, 1986; Spence and Marzillier, 1981) and anger management (Ainsworth, 2000; Novaco, 1975). All such measures, both judicial and psychological are forms of crime prevention insofar as they aim to prevent offenders from committing further crimes. However, this is only one approach to preventing crime and is not what is usually meant by crime prevention. Brantingham and Faust (1976) have made a useful distinction between primary, secondary and tertiary crime prevention. Primary prevention refers to reducing opportunities for crime without reference to the individuals who commit it. Zero tolerance (Bratton, 1998; Sherman, 1997; Wilson and Kelling, 1982) together with environmental approaches such as closed circuit television surveillance (Burrows, 1980; Horne, 1996), target hardening and defensible space (Newman, 1973; Feldman, 1993; Wilson, 1980) are examples. Secondary prevention refers to measures directed at those at risk of becoming involved in crime to prevent them from doing so. Tertiary prevention refers to preventing further criminal behaviour by those who have already offended such as anger management. It is evident that that the utility of judicial measures in preventing reoffending is limited. In particular, for most offenders, imprisonment seems to be no more effective than non-custodial sentencing, which may be seen as preferable, as it is cheaper for the authorities and less detrimental to the offender. There has been inadequate success with psychological interventions, though cognitive-behavioural techniques appear to be more effective than purely behavioural techniques. Finally, it appears that the large range of crime prevention strategies that reduce the incidence of offending have a key impact in decreasing crime in a particular area. Nevertheless, there is evidence that such crime is simply displaced to other areas. Rigorous enforcement of the law, even for minor offences suggests a reduction in crime but only if used in conjunction with other measures to improve the quality of policing in a particular area. Whilst all such measures have some impact albeit minimal in many cases, none can justifiably be called a solution to the problem of crime. References: Ainsworth, P. B. (2000) Psychology and Crime: Myths and Reality. Harlow: Pearson Education Ayllon, T. and Milan, M. A. (1979) Correctional rehabilitation and management: a psychological approach. New York: Wiley. Blackburn, R. (1993) The Psychology of Criminal Conduct. Chichester: John Wiley and Sons Bratton, W. J. (1998) ‘Crime is down to in New York City: Blame the police’ in N.Dennis (ed.) Zero Tolerance: Policing in a Free Society. London: IEA Health and Welfare Unit. Cohen, H. L. and Filipcjak, J. (1971) A new learning environment. San Francisco: Jossey Boss. Bottomley, K. and Pease, K. (1986) Crime and punishment: interpreting the data. Milton Keynes: Open University Press. Brantingham, P. J. and Faust, F. L. (1976) ‘A conceptual model of crime prevention’ Crime and Delinquency, 22, 130-146. Burrows, J. (1980) ‘Closed circuit television and crime on the London Underground’ in R.V.G. Clarke and P. Mayhew (eds) Designing Out Crime. London: HMSO. Caldwell, R. G. (1965) Criminology (2nd Ed). New York: Ronald Press. Evans, R. C. and Koederitz, G. D. (1983) ‘The requirement of restitution for juvenile offenders: an alternative disposition’ Journal of Offender Counselling, Services and Rehabilitation, 7, 1-20. Feldman, P. (1993) The Psychology of Crime. Cambridge: Cambridge University Press. Heather, N. (1977) ‘Personal illness in lifers and the effects of long-term intermediate sentences’ British Journal of Criminology, 17, 378-386. Hobbs, T. R. and Holt, M. N. (1976) ‘The effects of token reinforcement on the behaviour of delinquents in cottage settings’ Journal of Applied Behaviour Analysis, 9, 189-198. Home Office (1994) Criminal Statistics. London: Home Office. Horne, C. J. (1996) ‘The case for: CCTV should be introduced’ International Journal of Risk, Security and Crime Prevention, 1, 317-326. Lipsey, J. W. (1992) ‘Juvenile delinquency treatment: a meta-analytical enquiry into the variability of effects’ in T. Cook (ed.) Meta-Analysis for Explanation: A Casebook. New York: Russel Sage Foundation. Newman, O. (1973) Defensible Space: crime prevention through urban design. New York. Macmillan. Novaco, R. W. (1975) Anger Control. the development and evaluation of an experimental treatment. Lexington: D.C. Health. Oldfield, M. (1996) The Kent Reconviction Survey. Maidstone: Kent Probation Service. Putwain, D. W. and Sammons, A. (2001) Psychology. London: Letts Educational Rasch, W. (1981) ‘The effects of indeterminate detention: a study of men sentenced to life imprisonment’ International Journal of Law and Psychiatry, 4, 417-431. Roshier, R. (1995) A comparative study of reconviction rates in Cleveland.Middlesbrough: Cleveland Probation Service. Schneider, A. L. (1986) ‘Restitution and recidivism rates of juvenile offenders: results from four experimental studies’ Criminology, 24, 533-552. Sherman, L. (1997) ‘Policing for crime prevention’ in L. Sherman, D. Gottfredson, D. MacKenzie, J. Eck, P. Reuter and S. Bushway (eds) Preventing crime: what Works, what doesn’t, what’s promising. Report to the United States Congress prepared for the National Institute of Justice http://www.preventingcrime.org/ Spence, S. H. and Marzillier, J. S. (1981) ‘Social skills training with adolescent male offenders: II Short term, long term and generalisation effects’ Behaviour Research and Therapy, 19, 349-368. Wilson, J. Q. and Kelling, G. W. (1982) ‘Broken Windows’ Atlantic Monthly, 249 (3), 29-38. Walker, N. and Farringdon, D. P. (1981) ‘Reconviction rates of adult males after different sentences’ British Journal of Criminology, 21, 357-360. Zamble, E. (1990) ‘Behavioural and psychological considerations in the success of prison reform’ in J .W. Murphy and J. E. Dison (Eds) Are Prisons any better? 20 years of prison reform. Newbury Park, CA: Sage. Zamble, E. and Porporino, F. J. (1988) Coping, behaviour and adaptation in prison inmates. Berlin: Springer-Verlag.

English Should be Americas Official Language Essay -- Essays Papers

English Should be America's Official Language The government implementing English as the official legal language of America is imperative because a conformity of communication within our borders is needed to unify the vast diversity. Our mighty country was founded on providing all citizens with equality including inalienable rights to life, liberty and the pursuit of happiness. The United States is a progressive nation that welcomes people from far and wide to come and savor the God-given freedoms enjoyed by all. With all of the diversity from the countless immigrants coming in to our port cities, looking for a more prosperous future, a necessary tie is needed to bring the people of the nation together. Interaction with others --communicating-- is what gets everyone through their days and is essential to living. Without communication between people daily, the lack of communication would bring consequences throughout the world. Transactions among businesses would not be completed, sharing a story with a friend would never happen, the difficulty of understanding a problem of a neighbor, all of these and other necessities in daily life would never happen. The country, which we as citizens have created, needs to implement conformity among ethnicities to lessen the large variances of society to unite the entire nation. The people of America need to reshape the country in which we live, to show off the patriotism expressed so warmly after the horrific attacks of September 11. American citizens must come to unison with the most vital tool we can use to combat those problems, our communication between different dialects. Senator Hayakawa writes in his essay, The Case for Official English, that ?[i]t is with a common la... ...ies, speaking little or no English, cannot make it through High School? (450-451). The democratic process that is the embodiment of the country needs to be the determining factor in the English Only laws, not some power-driven Hispanics that want recognition. The real necessity is a connection through communication between every person in America, every person in America to keep the society together instead of tearing it apart by fighting with legislation over the laws. Works Cited - Hayakawa, S.I. The Case for Official English. Edit. Ann Dobyns & Patsy Callaghan Boston: Longman Publishers, 2004. - Will, George. ?Bilingual Ballots Provide a Sense of Reality.? The Times Union 2 May 2006: A11. - Rodriguez, Richard. Public and Private Language. Edit. Ann Dobyns & Patsy Callaghan. Boston: Longman Publishers, 2004. English Should be America's Official Language Essay -- Essays Papers English Should be America's Official Language The government implementing English as the official legal language of America is imperative because a conformity of communication within our borders is needed to unify the vast diversity. Our mighty country was founded on providing all citizens with equality including inalienable rights to life, liberty and the pursuit of happiness. The United States is a progressive nation that welcomes people from far and wide to come and savor the God-given freedoms enjoyed by all. With all of the diversity from the countless immigrants coming in to our port cities, looking for a more prosperous future, a necessary tie is needed to bring the people of the nation together. Interaction with others --communicating-- is what gets everyone through their days and is essential to living. Without communication between people daily, the lack of communication would bring consequences throughout the world. Transactions among businesses would not be completed, sharing a story with a friend would never happen, the difficulty of understanding a problem of a neighbor, all of these and other necessities in daily life would never happen. The country, which we as citizens have created, needs to implement conformity among ethnicities to lessen the large variances of society to unite the entire nation. The people of America need to reshape the country in which we live, to show off the patriotism expressed so warmly after the horrific attacks of September 11. American citizens must come to unison with the most vital tool we can use to combat those problems, our communication between different dialects. Senator Hayakawa writes in his essay, The Case for Official English, that ?[i]t is with a common la... ...ies, speaking little or no English, cannot make it through High School? (450-451). The democratic process that is the embodiment of the country needs to be the determining factor in the English Only laws, not some power-driven Hispanics that want recognition. The real necessity is a connection through communication between every person in America, every person in America to keep the society together instead of tearing it apart by fighting with legislation over the laws. Works Cited - Hayakawa, S.I. The Case for Official English. Edit. Ann Dobyns & Patsy Callaghan Boston: Longman Publishers, 2004. - Will, George. ?Bilingual Ballots Provide a Sense of Reality.? The Times Union 2 May 2006: A11. - Rodriguez, Richard. Public and Private Language. Edit. Ann Dobyns & Patsy Callaghan. Boston: Longman Publishers, 2004.

Garden State, Cool Hand Luke, and The Last Samurai Essay -- Film, Movi

  Ã‚  Ã‚  Ã‚  Ã‚  In the movie Garden State, Natalie Portman‘s character is trying to get Zach Braff‘s character to do something really stupid and silly, and says â€Å"This is your one opportunity to do something that no one has ever done before and no one will copy through-out human existence. And if nothing else you'll be remembered as the one guy who ever did this†¦ this one thing.† It’s movies like this, movies that are written with great meaning, that I walk away from with just this warm unexplainable feeling. Movies that have the creator’s blood, sweat, and tears in the soul of the movie, not just thrown together at the end just to make the quick buck are the ones worth seeing. Movies that are made up from filmmakers not money hungry producers, like Garden State, Cool Hand Luke, and The Last Samurai are the ones you remember. These movies to me were movies made with a particular purpose and not just to make as much money as possible, eve n though they did.   Ã‚  Ã‚  Ã‚  Ã‚  Garden State is a movie that is about a troubled twenty-something-year-old kid coming back home after the tragic death of his mother. He hasn’t been home in nine years, because of some fallouts with his parents. While he is home, he runs into old friends from high school and meets this girl he eventually falls in love with. Now that’s the typical Hollywood storyline and typical movie formula, but the purpose of this movie is underneath the sheets. Zach Braff directed this movie and had the lead role. It was his first doing both...

Dbq for Apush

In the early nineteenth century the United States began to split, but as mid-century came around, people became more polarized in their views and the union started to separate drastically. During the period of 1850, until 1861 when the Confederate States of America was formed, the union was clearly divided between the North and South. Although the Constitution was not the only factor leading to sectional tension in America, there are many strong points in the North and South favoring the statement, â€Å"By the 1850’s the Constitution, originally framed as an instrument of national unity, had become a source of sectional discord and tension and ultimately contributed to the failure of the union it had created. † Northerners, during mid-century America believed in the preservation of the undissolvable Union. When the Constitution was framed in 1787, the founding fathers were concerned about leaving Britain and becoming a Union, as opposed to the issue of slavery that would later prevail. Henry Clay created the Compromise of 1850, which helped solve the problem of slavery in the territories (Document A). This was not included in the Constitut . . . When the Missouri Compromise was ruled unconstitutional under the Dred Scott decision, the due process clause, for the first time, was interpreted to state that people could not be denied their property, displaying that Calhoun was right all along. It is evident that although the Constitution is the supreme law of the land, many Northerners depicted its flaws. An anonymous Georgian, although somewhat contradictory, explained, â€Å"Two Constitutional provisions are necessary to secure Southern rights upon this important question,–the recognition of slavery where the people choose it and the remedy for fugitive slave† (Document B). Sectional difficulties that lead to the break up of the Union can be traced to flaws in the Constitution, although there are other factors as well. In events such as John Brown’s Raid, the North solemnly respected Brown, holding commemoration services in his memorial. This shows that the founding fathers thought well ahead of their time and created a Constitution that included answers to many questions, although, in general, this document eventually contributed to the collapse of the Union. President Jefferson Davis of the Confederate States of America, believing that states were sovereign over the Union, stated, The separate and independent sovereignty of each State was merged into one common government and nation† (Document H). The Constitution includes the three-fifths clause, along with and end to the African slave trade. After the fugitive slave law was enacted, many personal liberty laws were created in the North and colored people were notified, â€Å"You are hereby respectfully CAUTIONED and advised, to avoid conversing with Watchmen and Police Officers of Boston† (Document C). Just as Northerners saw flaws in the Constitution, Southerners viewed it not to be perfect as well. President James Buchanan, a northern man with southern sympathies clarified, â€Å"As sovereign states, they and they alone, are responsible before God and the world for the slavery existing among them† (Document G). Regarding the Fugitive Slave Law, a Bostonian Transcendentalist, Ralph Waldo Emerson stated, â€Å"As soon as the Constitution ordains an immoral law, it ordains disunion†¦The Union is at an end as soon as an immoral law is enacted† (Document D). The constitutionality of the protective tariff was questioned during the panic of 1857, which Northerners blamed on the South. Yet another Bostonian, William Lloyd Garrison, an abolitionist reformer exclaimed, â€Å"The Constitution which subjects them [slaves] to hopeless bondage is one that we cannot swear to support† (Document E). Although the Constitution is clearly flawed because extremist on both sides had problems with it, this document, which is the supreme law of the land, does have positive aspects. ————————————————- By the 1850’s the Constitution, originally framed as an instrument of national unity, had become a source of sectional discord and tension and ultimately contributed to the failure of the union it has created. This was shown by ambivalent interpretations of the constitution and other important documents when assorted together. It is known that the union did not last, for there was the Civil War. If everyone could agree on what the constitution implied, then there probably would not have been a civil war. From several of the documents, there are arguments about what the constitution states. (Document E), â€Å"To the Argument, that the word ‘slaves’ and ‘slavery’ are not to be found in The Constitution, and therefore it was never intended to give any protection or countenance to the slave system, it s sufficient to reply, that no such words are continued in the instrument, other words were used, intelligently and specifically, to meet the necessities of slavery. † This indicates that the constitution CAN be interpreted differently, and when used with other pertinent documents, can be incongruous. Those views that differentiated were of those in the North and South. The Constitution can be interpreted in many different ways, which leads to sectional discord and tension. For many reasons, the South evidently did not like what the constitution said. There were many conflictions with the compromise of 1850, map shown in (Document A) and the fugitive slave act. Certain northerners were so against slavery and the fugitive slave act that they even posted warnings for the slaves. (Document C), [shows how kidnappers were being sent after the slaves, and how Northern abolitionists were revolting against the South’s rules and regulations. ] This fugitive slave act also helped drive the tension deeper into the Un-United States. With drama now rumbling in the American underbellies, the small weight of anything slightly bad could set off a secession bomb. A freesoiler does not want to spread slavery, but he is okay with keeping it in a state it is already in. When the idea of popular sovereignty came about with the compromise of 1850, map shown in (Document A), those freesoilers in office were pushed harder into complex decisions over the popular sovereignty issue. (Document F) â€Å"FORCING SLAVERY DOWN THE THROAT OF A FREESOILER,† illustrates this in a very blatant text and disturbing political cartoon. All of the tension gathering, even authors were predestining the Civil War. Ralph Waldo Emerson believed that the Constitution, (when assorted with others like the fugitive slave law or the compromise of 1850) were contradictory, and that they aid to the now inevitable seeming end of the union. (Document D) â€Å"What kind of legislation is this? What kind of constitution which covers? †¦ I suppose the union can be left to take care of itself†¦. But one thing appears certain to me, that , as soon as the constitution ordains an immoral law, it ordains disunion. The law is suicidal, and cannot be obeyed. The union is at an end as soon as an immoral law is enacted. And he who writes a crime into the statute-book digs under the foundations of the capitol to plant there a powder-magazine, and lays a train† This proves that By the 1850’s the Constitution, originally framed as an instrument of national unity, had become a source of sectional discord and tension and ultimately contributed to the failure of the union it has created. This was shown by ambivalent interpretations of the constitution and other important documents when assorted together

HSP3M Essay: Nature vs. Nurture Essay

Your essay must have a well-defined and debatable thesis. Your position on the topic must be consistent and clear. An argumentative essay does not merely assert an opinion; it presents an argument, and that argument must be supported by data, verifiable facts, and historical references, all of which must be from nonbiased sources. In addition to your assigned readings, you must have a minimum of three additional sources. Only one source from the Internet is permitted. All Internet sources must be nonbiased from a reputable website. A source that fails to meet this criterion will be rejected. Format: The essay must follow proper essay style and structure. Introductory Paragraph †¢Introduce the topic to the reader †¢Present a clear, precise thesis statement †¢Briefly outline the 3 main criteria used to prove your thesis †¢A closing sentence Body Paragraphs †¢Topic sentence which clearly introduces on of the criteria that you briefly outlined in your introduction †¢Use specific evidence to support your first proof †¢Follow the point-proof-commentary model †¢Explicitly connect your commentary to your thesis statement †¢A closing/transition sentence Conclusion †¢Briefly outline the three criteria that were used in each body paragraph †¢Restate your thesis †¢Provide your reader with some additional point to consider †¢Do not introduce new material Works Cited †¢Refer to your class notes and your student agenda †¢You need to include a minimum of seven sources †¢You are permitted to use only one source from the Internet †¢Failure to submit a Works Cited page will be considered an act of academic dishonesty and you will receive a mark of zero. Style Your essay should be between 1000 and 1200 words. Your essay must be typed and double-spaced using 12 pt. Times New Roman font. Page margins must be standard. Failure to meet this criterion could result in a mark of zero. I do not want a title page. Instead, in the upper left hand corner of the first page, write your name, the date, the course code, and your instructor’s name. You must submit the attached rubric with your final essay. Assigned Readings â€Å"The Boy Who Was Raised As A Girl† â€Å"My Genes Made Me Do It† â€Å"Major Personality Study Finds That Traits Are Mostly Inherited† â€Å"A Flawed Warmed – Over Idea† Due Date: Tuesday, October 27th

Critical analysis of affected of economic crisis on the luxury brand market Essay

I- Introduction Luxury Market has been important parts of the global retail market as well an important part of the global economy. Bain & Company (2011) estimate the value of traditional luxury market including fashion, jewellery and Dinnerware line represents approximately â‚ ¬ 150 billion to â‚ ¬ 200 billion in 2010 which is an dramatic increase from estimate that the global luxury market was worth about $ 86 billion in 1990 (McKinsey & Co, 1990). Since the 1980s, the luxury market has been growing at ten per cent per year. The growth rate of luxury is much higher than the growth rate of the global economy, which makes the luxury industry, relevant and important economic factor in the economy McKinsey (2011). Larousse (2005 p. 762) states: â€Å"Sophistication, which makes the splendour and comfort in the ways to live† The consummation of luxury by customers is due to the motivation to buy specific brands with quality products. The use of its products and consumer motivation are the result of consumption (Ahuvia & Wong, 1998). See more: how to write a good critical analysis essay Uncertainties are present in the current economic climate but Bain & Company (2011) estimates that the luxury market is going to grow in the coming years at about five to six per cent per year around the world and in Asia with more than a ten percent growth rate. As mass market manufacturing increases, companies want to increase the quality of their luxury products in order to retain their customers (Heine, 2011). A better understanding of the effect of the economic crisis on the luxury fashion brands will be identified and understood for the purposes of understanding the effect of the economic crisis on the luxury product industry. Kapferer, (2009) argues that without clear-cut specification of luxury it is impossible to distinguish the luxury consumer or luxury brand, from others who are not. In this thesis the author will start by explaining the aims and how the author intends to achieve his aims. Then a literature review will be undertaken to try and determine and define what luxury is and define various factors, which make a product luxury. The author will also try and generate a better understanding of why are luxury products important and the different target markets who they is important for. The author will discuss the methods used to complete the study. The Author will then present various factors, which affect the Luxury fashion brands in the economic downturn. Finally the author will provide his findings and conclude discussing the effects of the economic downturn on the luxury fashion market 1. 1 Rational The author has chosen to approach and better understand the world of luxury because of a personal interest at an academic level. In addition, the author being a student of luxury for more than 5 years want to deeper understand how big luxury brand adapted to the economic crisis. 1. 2 Aims & Objectives The objective of this thesis is to study and analyse the luxury market and the threats that surround it. The aim of this study is to examine to what extent the economic crisis affects the luxury market. The objective is to understand the concepts implemented by the luxury market during this period of financial crisis. This thesis will be useful for understanding and analysing the luxury market and understand the various tools marketing used. 1. 3 Research question -Understand the luxury market and its operation. -Understanding the economic crisis on the financial market of luxury and magnitude. -Assess the extent to which marketing tools are used during the economic crisis. -Include the importance of consumer and luxury image in marketing. -Evaluate the various threats of the luxury market. 1. 4 Theoretical framework II- Methodology The methodology chapter will allow the researcher to understand and describe the different methods that can be used to successfully complete the objectives of this research project and move towards the aim of the research. Gillham (2000) explained that some methods are more appropriate depending on the subject and objectives. It is necessary to adapt the methodology on the project. Gillham (2000) also argues that research is about creating new knowledge, in a multitude of disciplines such as medicine, history or social works, by using evidence in the form of quantitative and qualitative data. The definition of methodology, according to Hart (2007, p. 28) is: â€Å"A system of methods and rules to facilitate the collection and analysis of data. It provides the starting point of choosing an approach made up of theories, ideas, concepts and definitions of the topic; therefore the basics of a critical activity consisting of making choices about the nature and characters of the social world (assumptions). This should not be confused with techniques of research, the application of methodology. † In this section the researcher highlights, discusses and assesses the methods used for the collection and evaluation of data. The researcher will focus on secondary research for the purpose of this research; the methodology will include the reasoning and justification for the choice of research design, construction method and also the sample of literature to be used to demonstrate a thorough understanding of the aims and objectives of the research. 2. 1 Choice of the research design Research is defined by Saunders et al. (2003, p. 488) as â€Å"the systematic collection and interpretation of information with a clear purpose. † The goal is to collect and analyse information to get a clear and established goal. The most appropriate method for this study is secondary research. It was selected by the author with the aim of examining the luxury market and the various threats that surround it as the crisis. The goal is to achieve a critical analysis of the current market situation for luxury brands. In addition Cottrell (2005) argues that many reliable sources are now available online. Secondary research via the Internet can provide data of better quality than the result of primary research. In performing secondary research, the author has made a very wide collection of information from the literature. Reading books, newspapers and articles online, acquired a clear and comprehensive knowledge of the subject. Considered safe by Saunders et al. (2003, p. 52) and it is recommended that. â€Å"They are evaluated by peers before publication to assess their quality and convenience. † To ensure that the collection of information, theory and model’s necessary and relevant; the author also conducted secondary research in the sources of the luxury market. The press releases and video from website such as Vogue, Fashion TV, Word of Fashion has allowed to deepen the knowledge. Stewart and Kami (1993) explain that the use of secondary data sources is an advantage. In addition, the authors point out that it allows the researcher to make a comparative analysis between the new collected data and previous data. 2. 2 Construction of design â€Å"You need to maintain a critical perspective, the evaluation of the study on its own merits and in comparison with other studies on the same or similar problem. † According to Saunders and al. (2003 p. 483) Saunders et al. (2003 p. 488) explains also the research: â€Å"The systematic collection and interpretation of information with a clear purpose† The objective of the systematic collection and interpretation of information is to analyse and criticize the effects of economic crisis on the market of luxury brands. The research plan established for this research project is the collection of qualitative information in a secondary search. During the construction and implementation of secondary research, it did not just say to read the previous literature, as explained Rudestam and Newtown (2001, p. 60) Critical evaluation is an integral party of process research and allows the completion of the secondary research. According to Cottrell (2005) Critical thinking is a complex function of deliberation that provides the skills and attitudes. Human nature is not the same for everyone. Some people are suspicious and the other is in trust. But in critical thinking that is different. This is not a character trait but a system of methodology used to analyse. According to Stewart (1993) and Saunders (2003) that secondary research is better suited for this research. In this thesis, the researcher collected data only secondary, secondary research allows access to reliable information and theories that are related to branding. Stewart and Karmins (1993, p. 3) argues that secondary research differs from primary research so that secondary research is based on reliable as primary research based on the analysis of the author information. The data required for completion of the aim and objectives is readily available from various secondary research resources. Primary research could have helped to provide the researcher with a first hand insight into the industry but the lack of accessibility to the key stakeholders and also time constraints to the research made primary research not feasible. 2. 3 Scope of research The luxury market is a vast market. It includes many products such as clothing, jewellery and cars; And also many services such as travel and hotels. As the luxury market is the researcher will focus on a particular sector of the luxury product industry for the purposes of a targeted and viable research. This will help the researcher to look at factors affecting the specific area of luxury in detail. As Bain&Co (2010) suggest Fashion is now the luxury sector expanding. The current craze for the fashion industry propels the luxury clothing first. The researcher is studying the field of luxury clothing. For the purposes of this research brands such as Louis Vuitton, Hermes, Dior and Chanel will be quoted at example to understand the current luxury market status. III- Literature Review A review of the literature is very important for any research and is an essential part of it (Webster and Watson, 2002). With the support of a literature review, the knowledge that is already prevalent on the topic in question may be determined (Hart, 1999). An incomplete comprehension the current literature might lead to misunderstandings on the subject. Hart (1999) defines a literature review that the widespread use of literature to support an approach to a topic the establishment of a methodology which can be used and the importance of new functionality that could potentially be supported by further research. It is also said â€Å"†¦to quality means the width and the appropriate depth, rigor and consistency, clarity and conciseness, analysis and efficient synthesis â€Å"(Hart, 1999, p. 1). Webster and Watson (2002) define an effective review of the literature to be based on in-depth knowledge, and give us an understanding of where more research is needed. Cottrell (2005, p. 127) explains that when looking for evidence to support an argument that has been spoken on the subject in the literature should be considered, where relevant information can be found and understanding of the leading authorities on the subject. From the definitions, it is clear that it can be derived from a review of the literature effective (Levy and Ellis, 2006) 3. 1 What is luxury? 3. 1. 1 Definition Luxury brands looking to be desired and known by all, but consumed only by the happy few to keep their prestige explains Kapeferer (2002) This summarizes the overall strategy of luxury brands, however, some inconsistencies persist in the clear explanation of the definition of luxury. Gutzats (1996) expresses luxury with exhaustive definition â€Å"Luxury two levels of representation. The first level is important. It includes product and brand (its history, its unique expertise and talent) second level is psychological, it is performance that our social environment and our brands influence us. † Luxury is a product with multiple objective characteristics that make it unique and rare, but also subjective characteristics with experience because of the importance that has consumers during the purchase process. The rarity factor of a product is essential to the concept of luxury. Explained by Dubois (2001), the prestige of a luxury brand can lose value if too many people own it. The distribution of a luxury product is very important; it must be selective to maintain the scarcity of the product. However, according to Kapferer (2002), the luxury market is in perpetual change. Several factors explain why the brand luxuries change their relationship with the principle of scarcity and become more accessible to a wider audience. Diversification of luxury brands with the creation of range of accessories and cosmetic product for the consumer access to the general public. Partnerships with general public brands, the Masstige contraction of Mass and prestige, or prestige for the masses. Is concept allows enlargement of the luxury market. (Kapferer, 2009) 3. 1. 2 Relativity The vision of what is necessary and desirable is relative. It depends on the perspective and perception of the consumer. Depending on the consumer perception of luxury is not universal. Buttner and al (2006) argues that relativity of luxury is divided into several categories. The economic relativity, cultural, regional, temporal and situational. 1. 3. 1. 2. 1 Economic relativity Kisabaka (2001) suggests economic relativity is expressed by the difference in perception of luxury depending on the economic situation of the consumer. For example, a pair of jeans ? 70 will be considered by a category of consumer as usual while for another it could be a luxury item. From a perspective of another consumer group a pair of jeans worth ? 2000 might not be considered a luxury product. The perception of price and its relativity to luxury can be argued to be relative to the consumer. 2. 3. 1. 2. 2 Cultural relativity Kemp (1998) suggests cultural relativity can be expressed as a function of the consumer culture. Whatever the consumer culture, luxury is a product, which is not trivial and necessary in everyday life. Kemp (1998) But cultural relativity has no reference to the availability of the product but the product vision based on the culture. A product can be considered luxury or not, based on the culture. Kisabaka, (2001) argues in some cultures a product can be ordinary and undesirable while for another it will be indispensable to belong to the culture of his country. For example, alcohol can be seen as a luxury product in European countries, while in Islamic countries there will be a product that very few people consume. (Berthon and al. , 2009) However, Mortelmans (2005, p. 497) argues: â€Å"Every social group can be said to have its own luxury† Reith & Meyer (2003) suggests every culture has its symbols and social distinctions. The consumer of the same culture can be part of different socio-professional category. For example, the hip-hop culture embraces gold teeth and considers it a luxury while it might not be desirable for a different cultural group. Kemp (1998) also argues cultural values express different preferences of luxury; they differ depending on age, sex, and education. It is important to differentiate the perception of luxury based on knowledge of the symbols of luxury. But also different perceptions in different cultural groups. 3. 3. 1. 2. 3 Regional relativity Reith & Meyer (2003) express regional relativity in terms of availability of the product. A product mass distribution in a country will not have the luxury status. However, a product, which is rare in a country, takes of value because of its rarity and exclusive distribution. For example, a sunny day at the beach can be considered as a luxury for the countries of Europe. But in the Caribbean this represents the daily weather. 4. 3. 1. 2. 4 The Temporal relativity. Matsuyama (2002) defines temporal relativity by changes in perceptions of luxury over the years. The reasons for these changes in perceptions are societal trends and the development of technology. (Schiereck & Koenigs, 2006) Technological advances for consumer products can change their perspective of luxury For example, Reith & Meyer (2003) the television was created in the 1930s when it was considered a luxury, since the progression of technology televisions are present widely in his homes which has led to a change in the perception of luxury. This product has become common in homes is no longer a luxury product. However Koschel (2005) argues that the process can be expressed in the opposite direction. Natural resources such as clean air, water became scarce in some countries. Kapferer (2008) suggests temporal relativity is a specific factor of luxury because it is not stable and steady and could change readily. (Jackel & Kochhan, 2000) Luxury is not universal and adapts as a function of some factor. It is important for companies to understand these factors and adapt ait’s marketing to influence different groups to sell its products. 3. 2 Luxury customer Gilles Lipovetsky (2009), philosopher suggests: â€Å"Do not have faith in a future that is mechanically better and fairer, there are still people in the hope of a better life, the feast of the senses, the beauty to expect that we leave the monotony of everyday life. Luxury is no longer the accursed share, but â€Å"dreams, excellence and superlative, this human need. † It can be inferred from the above statement that luxury for a consumer is an achievement of itself. A luxury consumer wants to show his wealth and property, luxury goods are a reflection of the wealth. The motivation of pleasure today became the first luxury purchase motivation to its traditional buyers. (Gilles Lipovetsky, 2009) According to Okonkwo (2007) a purchaser of luxury products cannot be considered as a mere client of luxury, but as an individual part of a network of the brand. It is by sharing with him the ritual and the traditions of the bard, which they have purchased, by teaching the consumer these details about the brand itself the sense of community and attachment towards a brand is built. It can be inferred that unlike mass-market brands, the luxury brand should tell a story and to give the customer want to be a part. Gilles Lipovetsky (2009) explains luxury Consumption Consuming is both a product, a legend / myth, tradition, knowledge and ritual use. 3. 2. 1 Customer behaviour Kapferer (2004) suggests that there are several categorize consumers of luxury brands into different groups. Lombard (1989) argues that customers can be differentiated on the basis of their purchasing power. A customer with the financial resources has the capacity to buy products from all the different categories of luxury products (see section 3. 4. 3). These elite customers not only form the key user base of the product but also are a great advertisement for the luxury status of the product. Customers of the elite are the generators of the turnover of luxury brands. They are loyal and hold the financial resources to consume luxury goods when it desires. This type of customer only buys clothes from luxury brands. Occasional customers have the financial resources necessary to consume luxury products but are not addicted. They consume luxury when the mood or the occasion arises. They are not faithful because they can change the luxury brand in the trend. (Bain&co, 2008) The low-income customers who consume when their financial situation allows them. This type of customer consumes the occasional high-priced products for exceptional period (Christmas, birthday). However this type of client is the target of entry-level luxury products. Low-income customers consume perfumes and cosmetics in large quantities. This allows them to detain a part of the brand without spending an extravagant amount. According to Berry (1994), three levels of luxury can be presented: the unattainable luxury reserved for extremely rich people, luxury means restricted to middle class high and affordable luxury reserved for the middle class. Each level corresponds to a totally different type of marketing because the target is not the same, the brand must adapt depending on the area they choose. Consumer’s behaviour while buying luxury products can be affected by three different effects. (Leibenstein, 1950) 5. 3. 2. 1. 1 The Veblen Effect One can distinguish consumption to be under the Veblen effect, conspicuous consumption. Leibenstein, (1950) suggests the consumer buys the luxury product due to its high price. The work of Bourne (1957) explains the influence of peer groups on consumers in their purchases of luxury goods. Vigneron and Johnson (1999) also argue that a positive relationship is observed between conspicuous consumption and peer groups. In addition, Bearden and Etzel (1982) also explain that to buy the product in public is a sign of Veblen because the customer wants to be seen buying a valuable product. The consumer wants to show their wealth, status and power (Veblen, 1899). The price of the products is considered important in the minds of consumers, it represents the quality. (Vigneron and Johnson, 1999) Erickson and Johansson (1995) conducted a study showing that the price can judge the quality of a luxury item. It is also agued the customer who consumes with effect Veblen is attentive to the quality of the product. 6. 3. 2. 1. 2 The effect of Snob According to Leibenstein (1950), the effect of snob is a complex concept. A consumer with the snob effect takes into account the emotional and personal desires which Influences the behaviour of others is also a factor that pushes the purchase of products of luxury brands. For example, the launch of a new product, create exclusivity, snob effect causes the immediate purchase. Few clients have this product at the launch, the customer will feel different and above other consumer, it is preferred. A luxury item in limited sale has a great value while a readily available product will be less demand and will not have a high value; unusual item brings respect and prestige. (Solomon, 1994) However, after some time, the general public and the mass consumers consume the product, the snob consumers reject the product. The unique product, popular and expensive does not stay long. Demand is growing rapidly and the product loses value. (Verhallen and Robben, 1994) 7. 3. 2. 1. 3 The Bandwagon Effect Bandwagon effect is a different concept of the two previous. In this effect, the product is consumed by the mass market, its demand in the market is important. Consumers are buying this type of product in order to have a luxury product and belong to a group. The luxury product is the similarity between the members of the group. (Leibenstein, 1950) For example, a consumer group buying the same mass-produced luxury feel they belong to the same social class. The product is generally in the current trend and at affordable price. Berry (1994) argues Bandwagon consumers buy the product to look like other consumer and access a different social class a different group. 3. 2. 2 Price McKinsey (1990) suggests that the price is the first characteristic, withheld to qualify luxury goods. It is evaluated as the criterion most objectives and most quantifiable to measure the quality of luxury. . Dubois and Duquesne (1993) also suggest that luxury product must be at a high price to be credible; it is an essential criterion for the qualification of the same as a luxury. Kapferer (2001) argues although the price is a very important criterion for the luxury product it is not the whole product. It can be found on the market for very expensive products that are not necessarily luxury items due to lack of quality and luxury marketing. The brand positioning reflects its class. In addition, Kapferer and Bastien (2009) also argue that the consumer looking for a luxury product is ready to pay the price but he also wants. Indeed, the consumer wants to own an expensive product because it provides the purchaser with recognition, which is valuable. The researched can infer that price is price is an important guideline of a luxury product. In addition, Danielle ALLERES (1997) states: The fair price for a luxury product based on a perfect correlation between the level in the world of luxury, rarity and its brand reputation. According to Julian Levy and Jacques Lendrevie (2009) a policy of skimming or price skimming is a pricing policy, which consists of a high price (often partially disconnected from the cost) that customers can choose, the price can directly target customers. It also maintains the image of luxury brand and reputation. (Julian Levy and Jacques Lendrevie, 2009) also argue that luxury product cannot be sold at a discount price. It may lose its value and caused the damage to the brand. 3. 2. 3 Exclusivity Kisabaka (2001) suggests scarcity of a product is also an important part of making it luxury. A luxury consumer wants exclusivity and differentiation. For example, a customer who purchases a product from a luxury brand would expect it to be exclusive and would not like it for it to be a mass-market product. (Catry, 2003) also points out luxury brand must ensure the rarity of its products by limiting the production and individualization of products. 3. 4 Luxury brand A brand can be expressed as the identity of the company and the consumers it targets. The brand must represent a clear image in the minds of target consumers. (Esch, 2011) The luxury brand is associated with its flagship products and basic products on the basis of which consumers assimilate the product image. (Kapferer, 2008) For example, the little black jacket from Chanel is the flagship product for years and is constantly equated with the image of Chanel. (http://thelittleblackjacket. chanel. com) Meffert and Lasslop (2003) suggest that different definitions of luxury represent the association of product characteristics and brand. A luxury brand is associated with an image that is ubiquitous in the consumer’s mind, which is itself associated with a luxury product: high price, perfect quality esthetical, the scarcity of the product and the product exceptional characters. 3. 4. 1 Relationship Product/Brand A luxury brand must not only offer luxury products but also offer ranges of products more accessible products to maintain the brand status. The goal would be to reach a wider target customer. (Kapferer and Bastien, 2009) For example, luxury brands such as Chanel and Dior, offer ranges available such as key rings or jewellery phone products. This allows consumers to enter and feel to be a part of brand, with an affordable price. In addition, brands offer masstiges products; this concept is the combination of a luxury brand with a current and accessible brand to the public. For example, H & M has many partnerships with luxury brands and top designer. (Kapferer, 2008) Collections are distributed in H & M stores at affordable prices to the general public. This marketing tactic provides high visibility for luxury brands to the mass market. In contrast, non-luxury brands try to portray themselves to be offering a range of products, which include a touch of luxury for another customer segment. For example, as Lufthansa airlines offer flights with luxury service at an additional cost such as offering extra-large seats, bigger entertainment systems and meals cooked to order. This demonstrates the relationship between a product and brand is important. It can also be inferred that a luxury brands have to offer luxury products to maintain its brand image. Furthermore the quality and status of a product will only remain one that of a luxurious item if the brand is rated as a luxury brand. 3. 4. 2 Type of luxury brand Luxury brands can be categorised using various different factors, which affect a brand. 8. 3. 4. 2. 1 Luxury brand level Esteve and Hieu-Dess (2005) argues level of brand can be differentiated on the basis of the levels of luxuries performed. It is therefore important to distinguish luxury brands based on a category. The entry-level: products of entry-level correspond to the product seen above in relation brand / product. Its products are part of the range luxury brand but with affordable prices. In its entry-level, there are the masstiges and the products of luxury brands at affordable prices. Example: Hugo Boss Fragrance Luxury product middle level: These products are part of the luxury range, but they are not maximum level. Its products are accessible while maintaining their entities luxury. Example: Marc Jacobs, Moschino. Luxury goods of high level: These products represented luxury in pure state. These ranges of products are of high quality and high price. Example: Hermes Produces luxury level of the elite: This product is the top of the ladder. This segment is the most luxury products. Its quality and marketing must be irreproachable, they represent the brand. To reference the type of product is Chanel, Dior. According to the relativity of luxury explained above, the established classification can be modified over time. A brand can go from middle level to level for elite customer. It may be noted its changes based on trends, seasons and different cultures. (Phan and al. ,2011) Conversely, certain brand may lose their luxury positioning if it does not fit depending on relativity. For example, Christian Lacroix, who lost his rank High Fashion due to improper adaptation of its marketing and its collections. (Bain&co, 2009) 9. 3. 4. 2. 2 Luxury brand awareness The leading products and notorieties are very important in the management of the brand and in its differentiation. A luxury brand should differentiate itself from others with its marketing strategy and advertising. The knowledgeable consumer expects certain notoriety, it must be found in the marketing strategy. The luxury brand needs to focus its marketing and marketing in a niche. If a brand decides to sell luggage, clothing, jewellery and does not fit its marketing it will no longer be identified as specialize and thus not as a luxury brand. (Meffert and Lasslop 2003) Awareness of the brand in the minds of the public is essential. The flagship products create the brand awareness; even if its products are for purchase only certain category of customer it represents the brand. Previously the author explained the importance of quality and marketing for the range of customer connoisseur but this process is also important for the client who never will buy the product. Its customers will be interested in the brand and will position as a luxury brand (Kapferer, 2009) The primary objective of the luxury brand is to become known around the world to demonstrate its performance and quality. (Phan and al, 2011) In addition, for a customer of the elite luxury product group buys a flagship product is a sign of wealth, it is important that the product meets this demand (Kapferer & Bastien, 2009). 3. 4. 3 Marketing technique If the marketing of mass consumption appeared after World War II during the post-war boom, the first luxury marketing techniques already existed in the seventeenth century. Berry (1994) The companies in the luxury sector can manage the time by recalling the history of their homes through codes. For example, Chanel, two legendary fragrance: N  ° 5 – first perfume by Gabrielle Chanel launched in 1921 and still one of the best global industry sales – is the lucky number of Coco, and No. 19 is reference to the date of birth of the Creator August 19, 1883, this history is an important part of the marketing strategy of the companies these days as they entice buyers by presenting a history and tradition of the product. Each of the luxury goods is modernized, redesigned while respecting the history of the house, called in luxury marketing an incremental leap technique. (Kapferer 2009) Thus, the customer discovers and buys without hesitation a new version of a mythical product that meets the codes of the house, allowing sales to continue to grow. The success of these products is only possible through the transfer of know-how of artisans and small hands working in the workshops. Embroiderers, milliners, dressmakers, all these businesses demonstrate a thorough knowledge and quality that are transmitted in time while upgrading. This concept allows the luxury home to restart their old products maintaining the brand image. A new advertising campaign is designed and the product is restarted. During a period of crisis, this concept is used by numerous brands. (Meffert & Lasslop 2003) Luxury brands must carefully control its distribution channels. (Esch 2011) the industry knows how to stage each of its products in places specific distribution channels for each target group. Thus, it is imposs.