Hazard Identification in a Combined Cycle Power Plant

Hazard Identification in a Combined Cycle Power Plant Fire and Explosion Hazard Identification in a Combined Cycle Power Plant ABSTRACT INTRODUCTION Fire and Explosion are the most prevalent accidents at chemical and process industries which can cause serious damage to properties and loss of productions. Fire and explosion hazards are considered as the first and second major hazards in chemical industries [1]. Besides that, release of toxic materials are prevalent accidents in process industries too. Among these three, fire is the most common but explosion is more significant in terms of its damage potential, often leading to fatalities and damage to property [2]. Also, fire can cause human fatalities, serious injuries, financial losses due to damage of equipment and disruption of productive activity, loss of employment and sometimes irreparable damage to the environment and also other costs such as insurance premiums would increase. Hence, identification of danger factors and the ways of controlling fire and explosion accidents in such these industries are very important [3]. In this paper, the hazard of fire and explosion accid ents at processing sections of a combined cycle power plant using one of the well-known hazard index which is called Dow fire and explosion index, has been estimated. The under studying power plant is comprised process unites and facilities such as gas units, vapor units and hydrocarbon storage site. Natural gas and Gasoline are the main chemical materials that are used and stored in these facilities which consume in Turbine units as fuel to produce electrical energy. The Dow Fire and Explosion Index (hereafter called the DOW Index) is a common hazard index [4]. Hazard indices using the numerical values to classify the various sections of process industries in the terms of fire and explosion and identify process areas with a high risk and estimate the losses due to fire and explosion. However quantify risks in different sectors of the industry make it easy to interpret the results [5-7]. The Dow index has been used in many researches across the world. Among those are the studies of Gupta et al. (1997), Roy et al. (2003), Bernatik and Libisova (2004), and Suardin et al. (2007) [8-12]. These researches showed that this index has been used for different purposes such as rating and classifying the danger, determining the economic impacts, and designing safe processing industries too. Suardin et al. concluded that by applying the (FEI) index, it is possible to design safer and more economical reactor and distillation system [13]. This index has been also used in a number of studies in Iran, especially in the chemical industries. The research of Atrkar Roshan et al. (2013), Jafari et al. (2012) and also Ahmadi et al. (2008 2012) are some examples [13-16]. In this study, the fire and explosion hazards of some process units at a combined cycle power plant using Dow index has been estimated. MATERIALS AND METHODS Process Unit Selection The fire and explosion risk analysis system is a step-by-step objective evaluation of the realistic fire, explosion and reactivity potential of process equipment and its contents. The quantitative measurements used in the analysis are based on historic loss data, the energy potential of the material under study and the extent to which loss prevention practices are currently applied [5]. Dow index was developed by the Dow Chemical Company in the 1960s as a tool for plant engineers to give relative value to the risk of individual process unit losses due to fires and explosions and to communicate these risk to management in terms easily understood, i.e., potential of financial losses due to lost production and damage to plant facilities [17]. In fact, Dow index rates the potential occurrence of fire and explosion hazards in a process unit and estimates the costs in money due to fire and explosion accidents in chemical and/or process units. The latest version of Dow fire and explosion in dex guideline published in 1994 was applied to calculate the fire and explosion index at Turbine processes and Gasoline storage site. The general procedure of Dow index calculation is shown in Figure.1 Figure.1: Dow Index Procedure (Dow’s Guideline, 1994) Process Unit Hazards Factor The Dow FEI is calculated from equation (1): Equation (1): FEI = MF Ãâ€" F1 Ãâ€" F2 = MF Ãâ€" F3 Where MF (Material Factor) is a measure of the potential energy released from the fire or explosion produced by combustion or chemical reactions. It is determined by considering the flammability and reactivity of the materials that are exist at process unit and has a range of 1 ±40 [4, 5]. F1 (General process hazard factor) is a measure of reaction and process unit characteristics such as exothermic or endothermic reactions, handling or transfer of chemical materials, outdoor or indoor units, access condition in emergency situations, drainage and spill control at process unit. F2 (Special process hazard) is a measure of chemical material and operations specifications such as toxicity, amount of flammable materials in process or storage unit, use and distance to fired equipment, dust explosion, extreme pressure or sub-atmospheric pressure, equipment’s corrosion and erosion, leakage-joints and packing, rotating equipment and etc. Each item is represented in terms of â€Å"pen alties† and â€Å"credit factors† [14]. F3 (Process unit hazard factor) is derived from the multiplying the F1 and F2 values. According to the value of the calculated index, the fire and explosion hazard of a pertinent process unit is rated as light, moderate, intermediate, heavy or severe which are shown in Table.1 [5]. Table 1: Degree of Hazard for FEI (Dow’s Guideline, 1994) Degree of Hazard for FEI FEI Range Degree of Hazard 1-60 Light 61-96 Moderate 97-127 Intermediate 128-158 Heavy 159-up Severe After the calculation of Dow index, FEI will be able to determine the radius and area of exposure to fire and explosion incidents using equations (2) and (3): Equation (2): Radius of Exposure = 0.84 Ãâ€" Dow FEI Equation (3): Area of Exposure Where, R is the radius of exposure [5]. Loss Control Credit Factors The preventive and protective measures that have been incorporated in the process design to reduce the fire and explosion hazard are taken into account in the form of Loss Control Credit Factors (LCCF). There are three categories of loss control features including; C1 (process control) which is derived from the multiplying by factors such as emergency power, cooling, explosion control, emergency shutdown, computer control, inert gas, operation instructions and procedures, reactive chemical review and other process hazard analysis. C2 (material isolation) is comprised from remote control valves, dump / blowdown, drainage and interlock items and C3 (fire protection) which accounts for leak detection (alarm and shutdown), fireproofing for structural steel, fire water supply, special systems, sprinkler systems, water curtains, foam, portable fire extinguishers / fire monitors and cable fire protection (instrumentation and electrical cables) [5, 17, 18]. Loss control credit factor is calc ulated using equation (4): Equation (4): LCCF: C1Ãâ€"C2Ãâ€"C3 Loss Control features should be selected for the contribution they will actually make to reducing or controlling the unit hazards being evaluated [5]. As well as the Damage Factor is determined from the Process Unit Hazards Factor (F3) and the Material Factor (MF) and referring to Figure 2. Damage Factor represents the overall effect of fire and blast damage resulting from a release of fuel or reactive energy from a Process Unit [5]. MPPD and BI Calculations The replacement value of the equipment within the exposed area in combination with damage factor can be used to derive the Base maximum probable property damage (Base MPPD) [4]. The actual maximum probable property damage (Actual MPPD) is then calculated by multiplying the Base MPPD by loss credit control factor which is shown in equation (5). The Actual MPPD is used to predict the maximum number of days which is the time required to rebuild the plant to its original capacity, the Maximum probable days outage (MPDO). The MPDO is used to estimate the financial loss due to the lost production: the Business interruption (BI) [18]. BI is the lost profit to the company due to an incident and is calculated by the equation (6): Equation (5): Actual MPPD = Base MPPD Ãâ€" loss control credit factor Equation (6): BI ($US) = Ãâ€" VPM Ãâ€" 0.7 Where VPM is the value of production per month. Figure 2: Damage Factor Determination (Dow’s Guideline, 1994) RESULTS The results of Dow index calculations for under studying units are illustrated in Table 2. For all under studying units, radius of exposure, area of exposure, value of area of exposure, damage factor, Base maximum probable property damage (MPPD), loss control credit factor, Actual MPPD, Days outage and BI loss in terms of US dollar has been calculated which are shown in Table 2. Turbine Unit (Methane) Methane as fuel in Turbine unit with the material factor of 21 had a highest material factor among chemical materials that were presented in process units and subsequently based on the result of Dow index value of 321, it can be indicated that Turbine unit with Methane as fuel, had the highest degree of fire and explosion risk (as mentioned in Table 3 which is considered severe). For Turbine unit with Methane fuel, radius exposure and area of exposure were calculated which are 82.2 m and 21227 m2, respectively. Also for this unit, value of area of exposure was estimated 13.8 US million dollars and damage factor is gained 0.83. After that, Base MPPD by multiplying the value of area of exposure and damage factor is derived which is 11.45 US million dollars. Loss control credit factor is estimated 0.36 which by multiplying it into Base MPPD, Actual MMPD is derived 4.12 US million dollars. Maximum probable days outage for this unit is estimated 50 days and finally the loss due to unit pa uses (BI) is calculated 3.03 US million dollars. Turbine Unit (Gasoline) After that, when Turbine unit uses gasoline as fuel has the second risk ranking with Dow index value of 236 and Gasoline Storage Site Gasoline storage site with Dow index value of 56.8 was the least which is ranked as light fire and explosion risk. Table 2: Results of Dow Fire and Explosion Index Calculation Process Unit Turbine Unit Turbine Unit Storage Vessels Major Material Methane[1] Gasoline Gasoline Material Factor 21 16 16 FEI Index 321 236 56.8 Exposure Radius (m) 82.2 60.42 14.5 Area of Exposure (m2) 21227 11468 660 Value of Area of Exposure ($MM) 13.8 7.45 13.58 Damage Factor 0.83 0.68 0.42 Base MPPD ($MM) 11.45 5.07 5.70 Loss Control Credit Factors 0.36 0.36 0.65 Actual MPPD ($MM) 4.12 1.82 3.70 Days Outage (MPDO) 50 30 25 BI Loss ($MM) 3.03 1.82 8.26 Table 3: The Fire and Explosion Index Ranking at Under Studying Units Process Unit FEI Index Degree of Hazard for FEI Light Moderate Intermediate Heavy Severe Turbine Unit (Methane) 321 Turbine Unit (Gasoline) 236 Storage Vessels 56.8   Discussion According to the results of this study, Turbine unit with Methane fuel has the highest degree of fire and explosion risk. Therefore appropriate control and protective measures should be establish to reduce the fire and explosion risks in this unit. In the other hand, according to the gotten results, Turbine units have the sever ranking of fire and explosion risk and in spite of gasoline storage site is considered as lowest risk of fire and explosion, this unit constrains most losses in money due to business interruption. The reason of this matter is related to the great amount of gasoline fuel which is deposited in 4 vessels and it is about 17 million liters. Conclusion In the present study, the Dow FEI in process units of a combined cycle power plant were calculated. Based on the results, Turbine unit that uses Methane as fuel with Dow index value of 321 has the highest degree of fire and explosion risk. Another Turbine unit with gasoline fuel is ranked second with Dow index value of 236 and severe fire and explosion risk and finally, gasoline storage unit is recognized the least unit in consideration of fire and explosion risk. The findings of this study can be used to estimate the loss due to fire and explosion and also can be used as insurance premium. References 1.Ahmadi, S., J. Adl, and M. Ghalehnovi, Relative ranking of fire and explosion in a petrochemical industry by fire and explosion index. THE JOURNAL OF QAZVIN UNIVERSITY OF MEDICAL SCIENCES, 2011. 2.Khan, F.I. and S. Abbasi, Major accidents in process industries and an analysis of causes and consequences. Journal of Loss Prevention in the Process Industries, 1999. 12: p. 361-378. 3.Mahoney, D.G., Large property damage losses in the hydrocarbon-chemical industries: A thirty-year review. 1997: M M Protection Consultants. 4.Khan, F., T. Husain, and S. Abbasi, Safety Weighted Hazard Index (SWeHI): A New, User-friendly Tool for Swift yet Comprehensive Hazard Identification and Safety Evaluation in Chemical Process Industrie. Process Safety and Environmental Protection, 2001. 79(2): p. 65-80. 5.Chemicals, D., Dow’s fire explosion index hazard classification guide. AIChE Technical Manual, 1994. 6.Etowa, C., et al., Quantification of inherent safety aspects of the Dow indices. Journal of Loss Prevention in the process Industries, 2002. 15(6): p. 477-487. 7.Khan, F.I., R. Sadiq, and P.R. Amyotte, Evaluation of available indices for inherently safer design options. Process Safety Progress, 2003. 22(2): p. 83-97. 8.Gupta, J.P., Application of DOWs fire and explosion index hazard classification guide to process plants in the developing countries. Journal of Loss Prevention in the Process Industries, 1997. 10(1): p. 7-15. 9.Roy, P.K., A. Bhatt, and C. Rajagopal, Quantitative risk assessment for accidental release of titanium tetrachloride in a titanium sponge production plant. Journal of hazardous materials, 2003. 102(2): p. 167-186. 10.Bernatik, A. and M. Libisova, Loss prevention in heavy industry: risk assessment of large gasholders. Journal of Loss Prevention in the Process Industries, 2004. 17(4): p. 271-278. 11.Suardin, J., M. Sam Mannan, and M. El-Halwagi, The integration of Dows fire and explosion index (FEI) into process design and optimization to achieve inherently safer design. Journal of loss prevention in the process industries, 2007. 20(1): p. 79-90. 12.Suardin, J., The Integration of Dow’s Fire and Explosion Index into Process Design and Optimization to Achieve an Inherently Safer Design. 2005, Texas AM University. 13.Roshan, S.A. and M.J. Gharedagh, Economic Consequence Analysis of Fire and Explosion in Petrochemical Feed and Product Pipelines Network. 2013. 14.Jafari, M.J., M. Zarei, and M. Movahhedi, The Credit of Fire and Explosion Index for Risk Assessment of Iso-Max Unit in an Oil Refinery. International Journal of Occupational Hygiene, 2012. 4(1): p. 10-16. 15.Ahmadi, S., et al., Determination of fire and explosion loss in a chemical industry by fire and explosion index. The Journal of Qazvin University of Medical Sciences, 2012. 15(4): p. 68-76. 16.Ahmadi, S., J. Adl, and S. Varmazyar, Risk Quantitative Determination of Fire and Explosion in a Process Unit By Dow’s Fire and Explosion Index. Iran Occupational Health Journal, 2008. 5(1): p. 39-46. 17.Jensen, N. and S.B. Jà ¸rgensen, Taking credit for loss control measures in the plant with the likely loss fire and explosion index (LL-FEI). Process Safety and Environmental Protection, 2007. 85(1): p. 51-58. 18.Sinnott, R., Coulson Richardsons chemical engineering. 1996: Butterworth-Heinemann. [1] Methane is the major component by more than 96 % Concentration of Natural Gas which is consumed as fuel at Turbine Unit in hot seasons of year, alternatively. Hence the MF of natural gas was determined from Methane which has the highest MF value.

Heart and Soul Gem and Jewellery Analysis

Heart and Soul Gem and Jewellery Analysis Executive Summary Heart and Soul Gem and Jewellery is a well established company in Sri Lanka for the past 15 years. We have been catering to this market successfully and we have a proven track record of our achievement throughout past years. As mentioned above our products are Gem and Jewellery, and we market stones as well as designer jewellery to our target market. Our target market is the high end markets that always look for delicate and unique presence of styles in jewellery as well as in stones. We have been the market leader in Sri Lanka for the past five years and have been very successful in holding our position. In order to expand our business internationally we are now in the process of moving into different countries and exporting Gem and Jewellery. On this basis now we are in the progress of exporting Gem and Jewellery to the US market. Not only exporting but also we are planning to open up our retail outlets in the main suburbs which are well known for our types of products which would be California as well as Los Angeles. Thus, the following report will be analysing the US market as well as the feasibility of our products being exported there. The reports analyses various areas including the market analysis, product specifications, pricing, promotions, rules and implications and so on. Introduction Socio-cultural Analysis As early days as well as today market for Gems have a high demand all over the world. Mainly the biggest buyer for Gem stones are United States and European countries. People who are highly rich and moderate income earners coming from Royal Families, Celebrities from Hollywood to Bollywood wear these precious stones for their ultimate satisfaction needs. In USA most ladies wear these expensive stones such as Pearls, Rubies, and Sapphires for uniqueness and for the charming effect that built through these precious stones. Most men and women wear this stones to show there prestige as well as to enhance their public image and to show their wealthiest and the social class. As the social impact of having a Gemstone is remarkable experience and also mentioned as Good luck. A person who receives a wedding ring or the wedding necklace embedded with Diamond stones, on the wedding day she will be the luckiest lady in the whole world. Also another example a mother who receives a birthstone for her little one will be a memorable gift for all mothers of all ages. According to US culture women who are rich and fashionable, they normally dont miss to wear these accessories. Most of the elegant women who are capable of having several kinds of gemstones have the advantage of using variety of stones depending on the occasion. As an example diamonds gives a classy look and posh image for evening gatherings. And Rubies are very precious that gives a charming effect on women. Economic Analysis Gems Jewellery industry is one of the fastest growing markets in the world. Mainly USA is the largest buyer for gems and jewellery. The trends and challenges can influence the gems and jewellery market is in USA. There was a less demand for platinum jewellery in last few years in USA. One of the pluses accruing for the falling U.S. Dollar is the consequent depreciation which results. In this way, the products made in US will become more attractive in the international market. In the same way our gem export will be facing the Dollar shortage. This challenge will have to be circumventing by other ways. Firstly, it is wise to open a Sri Lanka branch in US because it can serve several purposes. Its can supply wholesale or retail or do the advertising of our local product. Sri Lanka branch can be sensitive to the customs, restrictions or variation keep our country in form. Our Sri Lankan Branch in Los Angeles can do so much to outdo the glittering synthetics for the following reasons. Also a future purchases in US on gemstone will be at a higher price. It is true that the entire ruff for the gem stone come to US from outside US has only a few exceptions. The general trend is that foreign stone have a general rising price trend that is keeping pace with the growing, fashions demand of US. The Product Evaluate product as an innovation as it is perceived by the intended market Relative Advantage Most importantly, the consumer must consider the product should have benefits that are superior to other options (Solomon, 2008, p. 653).Sri Lanka is well known as the island of gems, because the brilliant range of gems found in its soil, namely cats eye, spinel, blue, white, star and fancy sapphires, garnet, topaz, moonstones, zircon, , and chrysoberyl. The stones are mining in larger scale in Ratnapura and Elahara areas. Gem cutting ensures maximum yield and the best quality as well as its brings the maximum beauty, rarity, durability, and value of the stones. Compatibility The innovation must be consistent with current needs, values, beliefs, and behaviours. (Solomon, 2008, p. 652).U.S.A people love jewellery and they appreciate it when their jewellery is fashionable. They have different perception towards different stones. Mostly diamond stone is more popular in USA. The Market Describe the market(s) in which the product is to be sold Geographical region(s) Los Angeles is one of the renowned cities of United States of America. The city measures 71km longitudinally and 47km latitudinal. The perimeter of the city is 550km. (The Mineral and Gemstone Kingdom, 2010) It is the only major city in the United Statesseparated by a mountain range. Los Angeles in the United States is a most renowned place for Gem Exhibition. The gem collection in Los Angeles is a very prominent place because it has history along several years. The Gem collection has a world-wide in range and boasts particular strengths in different types from California and other such states. (The Mineral and Gemstone Kingdom, 2010) The collections are being actively improved principally through purchases with customer preferences. Forms of transportation and communication available in that region The Los Angeles in the United States operate a well form of transportation system for bus lines, as well as subway and light rail lines across Los Angeles City, with a combined daily ridership of 1.7 million. The majority of this (1.4 million) is taken up by the citys bus system, the second busiest city in the country. The subway and light rail combined average the remaining roughly 319,000 boarding per weekday. (Gem Fashion, 2010) Around 12% of Los Angeles commuters ride some form of public transportation, which places Los Angeles fourth among the 10 largest cities in the U.S. for the share of person along the ride using public means of transport. The citys subway system is the ninth busiest in the United States and its light rail system is the countrys third busiest. The city also has a commuter rail system Metro link in the central which links Los Angeles to all neighboring counties as well as many suburbs. Consumer buying habits Product-use patterns The passion with possessing gems is quite universal. Gems haveamusedand attracted for thousands of years. This also has been the gifts and sums of kings and queens and other such rulers. Most vital gems are the most demanding gifts to give or receive. Gems represent as a symbol of devotion and are the powerful approach of saying evermore to a loved one. Due to the hardiness of gems, they can be passed from one generation to another. A gem collecting is quite interesting; unlike purchasing a stockpile or a bond, trading with gems are enjoyable investments to accumulate. (Where are Gemstones found?, 2009) Although gems do not endow with income in the classical pattern, they provide an intuitive incomeexceptional in the collector market. Gems are uncommon, they are limited and findings have become exceedingly rare. Most precious stones are very old and the finest gems are long gone. Most extensive colour gemstone is accomplished withprehistorichand tools, a process by which invention cannot be accelerated to meet demand. (Gem Fashion, 2010) The best way to buy gemstones is to collect when the marketplaces are slowdown and sell when the markets are hot. Gemstones may represent an ideal store-of-value if inflation accelerates.Gemstones are the most determined form of wealth known to man. Gems are extremely convenient; and simply could be obscured and stored. Gems are concealed, convenient, non-detectable asset, and they are tremendous valuable wealth.Gems are anonymous and private; it is easy to store the gems secretly in a bank vault or other such secure place. Product feature preferences Ruby Ruby is a legendary gem because it has a fiery red colour. In close proximity to its colour, it is a most attractive gem due to its solidity, sturdiness, lustre, and rarity. Most of the transparent rubies of large sizes are even rarer than diamonds. The transparent flawless ruby in terms of value is most expensive compared to the other Gems. . (The Mineral and Gemstone Kingdom, 2010) Rubies should be Transparent in order to get an expensive value. Diamond Diamond is the mostvaluable Stone. It is well-known for its amazing lustre, hardness and beauty. It is the most valuable gems in the type of gemstone. The most fortunate shape diamond is one that is colourless with a sapphire shade or one, which sprays blue and scarlet rays with no black dots.Diamonds are the solid substance on terrain. (The Mineral and Gemstone Kingdom, 2010) They are more brilliant than any other natural gem. Their sparkling fire, durability, and rarity make them the most prized of gems. Diamonds are the mostglistening of true gems. They have a brilliant lustre, and alsoshow signs of dazzling colour flashes known as fire. Blue Sapphire Blue is the foremost colour of the sapphire. Blue is also the favourite colour, for certain people, men and women alike. The colour, strongly relates to the sapphire as it is, with thoughts of compassion and accord, friendship and loyalty: feelings which belong to individuality that show their appeal in the long term. Thus the azure of the sapphire has become a colour which fits as stable and reliable. (The Mineral and Gemstone Kingdom, 2010) That is one of the reasons that women prefer in many country wish for a sapphire ring on their engagement. The sapphire represents loyalty, but in the similar time it gives expression to peoples love and desire. Emerald Emeralds are excellent gemstones. In top quality, fine emeralds are still more precious than diamonds. These encompass the most beautiful, most intense and most beaming green that can probably be imagined as emerald green. The name emeralds come from Greek. Innumerable far-fetched stories have fledged up around this splendidgem. The green of the emerald is the colour of being and of the springtime, which comes round again and again. But it has also, for centuries, been the colour of beauty and of constant love. In olden days in Rome, green was the colour of Venus, the goddess of beauty and adore. And in the present day, this colour standstill a special site in many cultures and religions. Green, for example, is the divine colour of Islam. Many of the states of the Arab leagues have green in their streamer as a representation of the unity of their reliance. (The Mineral and Gemstone Kingdom, 2010) However this colour has a high status in the Catholic Church too, where green is regarde d as the most natural and the most elemental of therelated colours. There are many more stones which are highly demandable in USA, among which the above are the most vital and well known stones. Shopping habits These are the products that could be purchase to suit your need at any cost. The result array covers every price points, from low to high end. The designs are available at customer preference. Often buyers rely on the expertise of the sellers to pick out the latest patterns available in their stores. Buyers can purchase any expensive product when it comes for occasional seasons. Some buyers buy for their personal and private collections. Most of the Americans prefer expensive stones because they prefer Gems as an asset because investing is worthwhile because they last longer and keeping it would have a very huge demand if the stone is really valuable. (Solomon, 2008) The customers could ask for their own preferences if they do not want to buy the design that is available in the market for higher price. Distribution of the product Retail Outlets The distribution methods which we are going to carry on will consist of retail outlets as well as the use of agencies as the middlemen in the process. As mentioned before we are planning to open our company Palmna Gem and Jewellers in America, in Los Angeles and California which are the highly potential places to market Gem and Jewellery. Thus, well be having typical retail outlets in these two places. For now we are planning to operate one retail outlet in Los Angeles and one in California. (Where are Gemstones found?, 2009) The retail outlet in Los Angeles will be situated in down town which is actually the hub for all gemstones and jewellery outlets. Famous gemstones history lies in Los Angeles such as American Golden Topaz, Bismarck Sapphire Necklace, etc. (History of Famous Gemstones, 2000) Even though the competitors are nearby which might be a challenge for us to market our products, having outlets near them will automatically create the possibility of driving the target market to our outlets since they will anyway come to downtown of Los Angeles for the purchase of Gems and Jewellery. The spots marked in red in the map shows the competitors outlets in Downtown. The next outlet will be in California, which is the second major place which has a very high potential market for Gems and Jewellery. This outlet will be located in San Diego in California. This part of California is well known for tourists attraction. Not only a place filled with tourists but it is also a place where you can find most of the rich and the wealthy people living who is our potential target market. (Gemstones found in California, 1995-2009) Thus, the choice of this place is basically to attract the tourists who visit San Diego and also the rich business men in California. Middlemen involved in sales Since our company is having outlets only in Los Angeles and California, in order to distribute our products to potential customers in other regions of USA, we are planning to have agencies involved in it. The main reason of having these agencies would be to handle operations in other parts of USA. Gems and jewelleries are too risky to be outsourced to external agencies. Thus, we will be having our own internal agencies who will be working in different regions all over USA. They will be part of our employees and will be paid fixed fees on every transaction. Any additional payments will be on the basis of the number of sales they make. These agencies will be in regions such as, Tennessee, Arizona, Oregon, Idaho, Montana, Arkansas and Nevada. (Current Gemstones in United States, 2005-2009) These are potential places which have gem markets and also gem mines. These agencies will not only be responsible for the distributions in the relevant regions but also will act as Competitor Intelligence (CI) through which our company will keep in track of the competitors acts. Advertising and Promotion Advertising Media In order to promote our gem and jewelleries successfully in the US market, we have planned of various promotional aspects which would enable us to reach the target markets successfully. On that basis, when it comes to advertising in media the following would be our marketing strategies. Pricing Strategy Customary Mark-ups We are in the aim of taking our gem and jewelleries world by storm in the future. We do not have the same level of price mark ups for all our products. But, we do give the guarantee that the stones and jewellery we are selling genuine stones sourced and obtained by our company under the laws and regulations of USA. The reason why we do not have fixed mark-ups for our products is that the gems are exported from Sri Lanka which are truly genuine and are priceless. According to the customer and the value of different stones we keep a mark-up. But normally as all other retailers, the mark-up would be 300% or more. (Internet Forums, 2009) Considering the above factors, we cannot exactly decide the prices of the gemstones yet the values of the stones can be revealed. Approximately the values of the gemstones would be as follows In the above table ND stands for the value not disclosed because it would reveal proprietary information of small number of producers, included in totals. Available Discounts The discounts would vary from stone to stone and from purchase to purchase. Especially bulk purchases by consumers provide them with higher discounts than usual. Yet, the discounts would normally be a minimum of 5% to a maximum of 50% (The most widel traded Gemstones, 2009). Our company discounts will normally range as follows. Compare and contrast your product and the competitions products Direct Competitors When exporting gemstones to USA we are bound to meet many competitors in the market, therefore we need to make sure that the gems and jewelry are up to high standard and with great quality to survive in the industry. The main three direct competitors are, Tiffany co Macys jewelry Zales jewelry Tiffany co. Tiffany co. is known for great jewelry and for good quality for more than 150 years where the diamonds found at tiffanys stores are difficult to be found in other stores unless special orders for that type of quality is made. (Jewellers, 2009) They have many types of diamond jewelry starting form rings, bracelets, earrings, necklaces and pendants, and also engagement jewelry etc. packaging is done in a variety of ways but tiffanys is mainly famous for the blue box and the white bow which also has a hidden meaning of quality jewelry. Tiffanys also provide a full life time warranty where as if the diamond is not up to standard or as promised in the certificate they accept the jewelry back and provides with a refund of the full purchase price or a replacement with a diamond that meets each of the characteristics warranted. When a stone is cut for brilliance it may also loose size, and as known for brilliance is our measure tiffanys diamonds are cut for beauty not for size. The price range will vary from $1,000.00 to $ 50,000.00 for all the diamond stud jewelry, (Jewellers, 2009)However when purchasing a tiffany diamond the customer gets a brand name which is easily identifiable, Therefore customers mainly pay for the name of the brand not just for the product. Tiffanys promotional strategies are through websites which includes all the details of whats new in store and the respective prices and the outlets available in each city. Brochures, leaflets and billboards and jewelry exhibitions are also part of their promotional campaign to make the customer s more knowledgeable about the fine quality diamonds and jewelry available in store. (Jewellers, 2009) Macys Jewelry Macys has gained its brand equity throughout the years and will be a major competitor to us in the market as they are similar and consist of many gemstones with jewelry, gemstones such as diamond, ruby, sapphire, semi precious gemstones, turquoise, diamonds, cubic zirconium etc. it is known for quality and supplies a variety of jewelry to its customers primarily rings, bracelets, watches, mens jewelry, fashion jewelry, necklaces and pendants etc. The jewelry boxes are packed in many ways with different colours to suit the taste of the customer and different shapes. The price range will vary from $500.00 to $10000.00 based on the customers preference and the gem and jewelry type. (Jewellers, 2009) Like any famous brand mostly the price will be determined according to the brand as mostly the customers will have to pay a higher amount for the brand name. Macys uses different types of advertising and promotional methods to create awareness of whats new in stores and to gain customer loyalty. The promotional strategies are mainly promotional campaigns, billboards, leaflets, brochures, and magazine articles as gem and jewelry is a high end product and too much of publicity will cheapen the image of the product. Promotional campaigns will consist of events such as jewelry exhibitions where it will be easy access for Macys to reach its customers. (Jewellers, 2009) Zales Jewelry As most of the Americans prefer diamonds when wanting to purchase a gemstone Zales jewelry can also be classified as a competitor to us in the gem and jewelry industry. They have been in the industry and had been trusted since 1924 by making fine quality high class diamond stud jewelry which is mainly watchs, bracelets, necklaces and pendants, rings and engagement jewelry etc. (Jewellers, 2009) The brand name is not so prestigious at Zales but they do deliver fine quality diamond jewelry to its loyal customers and furthermore customers have to pay only for the piece of jewelry and not for the brand name as for the other competitors. All the jewelry is packed and given to customers in unique jewelry boxes with different colours mostly to suit customer preference mostly in pink, blue and black at the Zales jewelry store. Distribution is done all around Los Angeles, California (Burbank Town center, Glendale Galleria, Citadel outlet, West Side Pavilion, Fox Side mall, Santa Anita Fashion Park etc.) so that it will be convenient for customers to go to the nearest store and purchase jewelry according to their choice. The prices of diamond stone stud jewelry will be approximately from the range of $400.00 to $8000.00 and more varying according to the jewelry piece. (Jewellers, 2009) Zales jewelers will also conduct exhibitions which are open for any person to come and purchase jewelry according to their preference and taste and the diamond cut quality they require. The promotions they will conduct will be the giving out of brochures, billboards, web site etc. Market Size Expected Industry Sales USA is one of the largest market for Gem and Jewellery with 4% of the global Gems and Jewellery market. The expected industry sales in the domestic market for the year 2010 would be over US$ 10 billion. Apart from this the export market is expected to have a sales level of US$ 17 billion in the year 2010 which is around14% of the USA exports. USA accounts for about 20% of the world consumption in Gem and Jewellery and also one of the largest countries in the world known for diamond cutting and polishing. (Current Gemstones in United States, 2005-2009) Expected Company Sales In such a large market our expected sales for the planning year would be US$ 2.3 billion covering both the retail and the exports sales. This would be only around 8% of the industry sales. We are not expecting high sales in the planning year itself since itll be of a great challenge to capture a place in such a huge market. Thus, through our jewellery retail outlets we are planning for a sale of US$ 0.8 billion and through gem stone exports a sale of US$ 1.5 billion. Government participation in the market place Procedure for Export of Gems All Gem Exports should be channelled through the Exports Division of the National Gem and Jewellery Authority. ) Colombo Gem Centre Ratnapura or Gem Export Centre, Air Cargo Village, Air Port- Katunayake. The prospective Exporter should obtain a Gem Dealers License to cover the value of the merchandise to be exported. Exporters who wish to export their Gems should bring their goods to the Export Division N.G.J. A., before 3.00 p.m. on all working days 12.00 noon on Saturdays with eight (08) Copies of Commercial Invoices, which are to be used as follows. Export Manager Original Sri Lanka Customs 2nd Copy NGJA Statistics Division 3rd Copy 4th Copy to be used to make relevant payments to NGJA. Statistics Division (Customs)- 5th Copy 6th to 8th Copies are released to the Exporter. They are used to obtain Insurance Cover, for Airmail/Air Freight purposes, G. S. P. Certificate, Carnet Certificate and a copy to be retained by the exporter. Invoice The items will be examined at the Examination table by N.G.J. A. Gemmologist / valour and Customs Gem Appraiser / Gemmologist in the presence of the Exporter or his / her authorized representative. The sealed parcel is kept back with the N.G. J. A. and four copies of the invoice will be handed over to the exporter duly acknowledged by Export Manager; for the receipt of the parcel. Then the exporter is required to obtain insurance coverage for the parcel and pay the Export Service fee on F. O. B. The Exporter should get the Airway Bill from the respective Air Line Office and get a confirmation of the date and Air line which Air freights the Gem Parcel to the destination. On the day of collecting the parcels, Exporter should come to the NGJA, and particulars of the parcel have to be entered in the Releasing Register before 10.00 a.m. Air Mail parcels are released on all working days. The N.G.J. A. will check all the documents pertaining to the Export and release the parcel to Customs through Exporter enabling them to release the parcel to the Air Line (for Air Freight Parcels). After Customs formalities, are completed parcel (Air Mail) will be kept by Customs till it is released to the Post Office at the NGJA., for which the Exporter must bear the cost of air mail and stamp fees. After having the above mentioned approvals exporter can send the gemstone to the exporter country. Part Two Marketing Plan Executive Summary With the clear idea about the company, the market and the products to be exported which are clearly and specifically mentioned in the Marketing Audit, the following will detail the information about the marketing and sales of our company in USA. This Marketing Plan would focus on the promotional aspects, distribution, price determination and also the estimated budget and the income statement for the year 2010. This analysis would give a very clear idea regarding the process and possibilities of having a successful business in USA. It also highlights the vital aspects and how we are planning to market our product in such a competitive market which is totally different from our country Sri Lanka in ways of Culture, Technology, Economy, Politics and many more. This analysis was carried out with the use of the primary data collected from our company and other companies in Sri Lanka who are similarly exporting to USA. The secondary data collection was done through the internet and the relevant books which gave us ample of information regarding the industry and the market in USA. Thus, we were able to complete the report successfully and were able to put forward a detailed Marketing Plan. Marketing Objectives Product adaptation or modification Core component The market for Gemstone is more or less based on demand and rarity. Most people pay more for variety of gems that are esteemed and that are hard to find. It is moreover easy to get attracted to a certain colour gemstone, and finding usually a synthetic or fake jewel that reflects just as the real thing. Real jewellery with the label natural or genuine would show a little bit about the origins and terminology of types of gems. (Import Inspection, 2007) There are certain categories of gems that are allied with certain rock types. A person should be familiar with rocks; so that it will be easier to value with different types of gems that are common or extremely rare. For example, quartz is somewhat easy and frequently easy to find in nature. Though, gems can only be found in specific and limited environments, thus it is far more costly and valued. Packaging component There is a special packaging for Gemstones in order to sell the product in the market. Higher quality packaging material is used to pack the gemstones. For every purchase of a Gem the customers would be provided with authentic leather jewelry boxes layered with the company logo as a personal keepsake. Additionally, a purchase will arrive enclosed in a special glossy black Box, hand tied with a silver satin ribbon for every purchase. There is a Gift for every purchase .The customers will be impressed with the class, quality and distinctive design. Support services component To support the customers is a great pleasure because it will make the customers know the types of precious gem stones among the vast collection. Gem stones are undoubtedly unique gifts from Mother Nature and it is immensely important to preserve the natural quality and substance of the stone while cutting and designing to make the jewellery. It is important to provide high quality gemstone while preserving the genuine colour, shape and texture of the gem to the customers. Most of the Americans prefer gem stones, especially the Blue Sapphires and Rubies because they are world renowned for their great colour and value. Thus, the customers should be given to select the best gem stones when visiting to the store. Internet Forums, 2009) Promotion Mix Advertising Since the largest category in our advertising budget is likely to be the media costs, it makes sense to have a sound plan to manage that investment. The tool we need is a good media plan which helps us with every aspect of advertising. Advertising media refers to various means of advertising vehicles such as billboards, magazines, newspapers, television, and internet by which promotional messages are communicated to the public. The below mentioned advertising objectives would explain the importance of this particular area. Objectives Raise awareness of the company product by 25% a month, within the clearly identified target market. To implement geographic coverage within the California and New York cities. Communicate about the most precious and rarest gems available and the value for money of obtaining those. Build confidence in the organization and achieve an average of 60% increase in the sales. To be informative and encourage further information search for our product. To create a reputation as the market leader in Gems and therefore increase brand recognition loyalty. Media Mix After understanding the various aspects of each media separately and the advantages and the limitations of each, we can conclude that no single media would be able to reach the target population individually. The advertisers need to prepare an extensive media mix in order to accomplish their objective of maximum reach and frequency. Thus our media mix for this particular campaign will be elaborated separately as follows. (Highlights, 2008) TELEVISION ADVERTISEMENT: We chose Television as our media vehicle of broadcasting for the advertisement to be aired out of which especially ABC FOX, since these were considered the most watched TV channels in California and New York. Since most of the people are unaware of the company, we suggest the ads are aired 3 days a week between the time period of 7.00 pm and 10.00 pm du Heart and Soul Gem and Jewellery Analysis Heart and Soul Gem and Jewellery Analysis Executive Summary Heart and Soul Gem and Jewellery is a well established company in Sri Lanka for the past 15 years. We have been catering to this market successfully and we have a proven track record of our achievement throughout past years. As mentioned above our products are Gem and Jewellery, and we market stones as well as designer jewellery to our target market. Our target market is the high end markets that always look for delicate and unique presence of styles in jewellery as well as in stones. We have been the market leader in Sri Lanka for the past five years and have been very successful in holding our position. In order to expand our business internationally we are now in the process of moving into different countries and exporting Gem and Jewellery. On this basis now we are in the progress of exporting Gem and Jewellery to the US market. Not only exporting but also we are planning to open up our retail outlets in the main suburbs which are well known for our types of products which would be California as well as Los Angeles. Thus, the following report will be analysing the US market as well as the feasibility of our products being exported there. The reports analyses various areas including the market analysis, product specifications, pricing, promotions, rules and implications and so on. Introduction Socio-cultural Analysis As early days as well as today market for Gems have a high demand all over the world. Mainly the biggest buyer for Gem stones are United States and European countries. People who are highly rich and moderate income earners coming from Royal Families, Celebrities from Hollywood to Bollywood wear these precious stones for their ultimate satisfaction needs. In USA most ladies wear these expensive stones such as Pearls, Rubies, and Sapphires for uniqueness and for the charming effect that built through these precious stones. Most men and women wear this stones to show there prestige as well as to enhance their public image and to show their wealthiest and the social class. As the social impact of having a Gemstone is remarkable experience and also mentioned as Good luck. A person who receives a wedding ring or the wedding necklace embedded with Diamond stones, on the wedding day she will be the luckiest lady in the whole world. Also another example a mother who receives a birthstone for her little one will be a memorable gift for all mothers of all ages. According to US culture women who are rich and fashionable, they normally dont miss to wear these accessories. Most of the elegant women who are capable of having several kinds of gemstones have the advantage of using variety of stones depending on the occasion. As an example diamonds gives a classy look and posh image for evening gatherings. And Rubies are very precious that gives a charming effect on women. Economic Analysis Gems Jewellery industry is one of the fastest growing markets in the world. Mainly USA is the largest buyer for gems and jewellery. The trends and challenges can influence the gems and jewellery market is in USA. There was a less demand for platinum jewellery in last few years in USA. One of the pluses accruing for the falling U.S. Dollar is the consequent depreciation which results. In this way, the products made in US will become more attractive in the international market. In the same way our gem export will be facing the Dollar shortage. This challenge will have to be circumventing by other ways. Firstly, it is wise to open a Sri Lanka branch in US because it can serve several purposes. Its can supply wholesale or retail or do the advertising of our local product. Sri Lanka branch can be sensitive to the customs, restrictions or variation keep our country in form. Our Sri Lankan Branch in Los Angeles can do so much to outdo the glittering synthetics for the following reasons. Also a future purchases in US on gemstone will be at a higher price. It is true that the entire ruff for the gem stone come to US from outside US has only a few exceptions. The general trend is that foreign stone have a general rising price trend that is keeping pace with the growing, fashions demand of US. The Product Evaluate product as an innovation as it is perceived by the intended market Relative Advantage Most importantly, the consumer must consider the product should have benefits that are superior to other options (Solomon, 2008, p. 653).Sri Lanka is well known as the island of gems, because the brilliant range of gems found in its soil, namely cats eye, spinel, blue, white, star and fancy sapphires, garnet, topaz, moonstones, zircon, , and chrysoberyl. The stones are mining in larger scale in Ratnapura and Elahara areas. Gem cutting ensures maximum yield and the best quality as well as its brings the maximum beauty, rarity, durability, and value of the stones. Compatibility The innovation must be consistent with current needs, values, beliefs, and behaviours. (Solomon, 2008, p. 652).U.S.A people love jewellery and they appreciate it when their jewellery is fashionable. They have different perception towards different stones. Mostly diamond stone is more popular in USA. The Market Describe the market(s) in which the product is to be sold Geographical region(s) Los Angeles is one of the renowned cities of United States of America. The city measures 71km longitudinally and 47km latitudinal. The perimeter of the city is 550km. (The Mineral and Gemstone Kingdom, 2010) It is the only major city in the United Statesseparated by a mountain range. Los Angeles in the United States is a most renowned place for Gem Exhibition. The gem collection in Los Angeles is a very prominent place because it has history along several years. The Gem collection has a world-wide in range and boasts particular strengths in different types from California and other such states. (The Mineral and Gemstone Kingdom, 2010) The collections are being actively improved principally through purchases with customer preferences. Forms of transportation and communication available in that region The Los Angeles in the United States operate a well form of transportation system for bus lines, as well as subway and light rail lines across Los Angeles City, with a combined daily ridership of 1.7 million. The majority of this (1.4 million) is taken up by the citys bus system, the second busiest city in the country. The subway and light rail combined average the remaining roughly 319,000 boarding per weekday. (Gem Fashion, 2010) Around 12% of Los Angeles commuters ride some form of public transportation, which places Los Angeles fourth among the 10 largest cities in the U.S. for the share of person along the ride using public means of transport. The citys subway system is the ninth busiest in the United States and its light rail system is the countrys third busiest. The city also has a commuter rail system Metro link in the central which links Los Angeles to all neighboring counties as well as many suburbs. Consumer buying habits Product-use patterns The passion with possessing gems is quite universal. Gems haveamusedand attracted for thousands of years. This also has been the gifts and sums of kings and queens and other such rulers. Most vital gems are the most demanding gifts to give or receive. Gems represent as a symbol of devotion and are the powerful approach of saying evermore to a loved one. Due to the hardiness of gems, they can be passed from one generation to another. A gem collecting is quite interesting; unlike purchasing a stockpile or a bond, trading with gems are enjoyable investments to accumulate. (Where are Gemstones found?, 2009) Although gems do not endow with income in the classical pattern, they provide an intuitive incomeexceptional in the collector market. Gems are uncommon, they are limited and findings have become exceedingly rare. Most precious stones are very old and the finest gems are long gone. Most extensive colour gemstone is accomplished withprehistorichand tools, a process by which invention cannot be accelerated to meet demand. (Gem Fashion, 2010) The best way to buy gemstones is to collect when the marketplaces are slowdown and sell when the markets are hot. Gemstones may represent an ideal store-of-value if inflation accelerates.Gemstones are the most determined form of wealth known to man. Gems are extremely convenient; and simply could be obscured and stored. Gems are concealed, convenient, non-detectable asset, and they are tremendous valuable wealth.Gems are anonymous and private; it is easy to store the gems secretly in a bank vault or other such secure place. Product feature preferences Ruby Ruby is a legendary gem because it has a fiery red colour. In close proximity to its colour, it is a most attractive gem due to its solidity, sturdiness, lustre, and rarity. Most of the transparent rubies of large sizes are even rarer than diamonds. The transparent flawless ruby in terms of value is most expensive compared to the other Gems. . (The Mineral and Gemstone Kingdom, 2010) Rubies should be Transparent in order to get an expensive value. Diamond Diamond is the mostvaluable Stone. It is well-known for its amazing lustre, hardness and beauty. It is the most valuable gems in the type of gemstone. The most fortunate shape diamond is one that is colourless with a sapphire shade or one, which sprays blue and scarlet rays with no black dots.Diamonds are the solid substance on terrain. (The Mineral and Gemstone Kingdom, 2010) They are more brilliant than any other natural gem. Their sparkling fire, durability, and rarity make them the most prized of gems. Diamonds are the mostglistening of true gems. They have a brilliant lustre, and alsoshow signs of dazzling colour flashes known as fire. Blue Sapphire Blue is the foremost colour of the sapphire. Blue is also the favourite colour, for certain people, men and women alike. The colour, strongly relates to the sapphire as it is, with thoughts of compassion and accord, friendship and loyalty: feelings which belong to individuality that show their appeal in the long term. Thus the azure of the sapphire has become a colour which fits as stable and reliable. (The Mineral and Gemstone Kingdom, 2010) That is one of the reasons that women prefer in many country wish for a sapphire ring on their engagement. The sapphire represents loyalty, but in the similar time it gives expression to peoples love and desire. Emerald Emeralds are excellent gemstones. In top quality, fine emeralds are still more precious than diamonds. These encompass the most beautiful, most intense and most beaming green that can probably be imagined as emerald green. The name emeralds come from Greek. Innumerable far-fetched stories have fledged up around this splendidgem. The green of the emerald is the colour of being and of the springtime, which comes round again and again. But it has also, for centuries, been the colour of beauty and of constant love. In olden days in Rome, green was the colour of Venus, the goddess of beauty and adore. And in the present day, this colour standstill a special site in many cultures and religions. Green, for example, is the divine colour of Islam. Many of the states of the Arab leagues have green in their streamer as a representation of the unity of their reliance. (The Mineral and Gemstone Kingdom, 2010) However this colour has a high status in the Catholic Church too, where green is regarde d as the most natural and the most elemental of therelated colours. There are many more stones which are highly demandable in USA, among which the above are the most vital and well known stones. Shopping habits These are the products that could be purchase to suit your need at any cost. The result array covers every price points, from low to high end. The designs are available at customer preference. Often buyers rely on the expertise of the sellers to pick out the latest patterns available in their stores. Buyers can purchase any expensive product when it comes for occasional seasons. Some buyers buy for their personal and private collections. Most of the Americans prefer expensive stones because they prefer Gems as an asset because investing is worthwhile because they last longer and keeping it would have a very huge demand if the stone is really valuable. (Solomon, 2008) The customers could ask for their own preferences if they do not want to buy the design that is available in the market for higher price. Distribution of the product Retail Outlets The distribution methods which we are going to carry on will consist of retail outlets as well as the use of agencies as the middlemen in the process. As mentioned before we are planning to open our company Palmna Gem and Jewellers in America, in Los Angeles and California which are the highly potential places to market Gem and Jewellery. Thus, well be having typical retail outlets in these two places. For now we are planning to operate one retail outlet in Los Angeles and one in California. (Where are Gemstones found?, 2009) The retail outlet in Los Angeles will be situated in down town which is actually the hub for all gemstones and jewellery outlets. Famous gemstones history lies in Los Angeles such as American Golden Topaz, Bismarck Sapphire Necklace, etc. (History of Famous Gemstones, 2000) Even though the competitors are nearby which might be a challenge for us to market our products, having outlets near them will automatically create the possibility of driving the target market to our outlets since they will anyway come to downtown of Los Angeles for the purchase of Gems and Jewellery. The spots marked in red in the map shows the competitors outlets in Downtown. The next outlet will be in California, which is the second major place which has a very high potential market for Gems and Jewellery. This outlet will be located in San Diego in California. This part of California is well known for tourists attraction. Not only a place filled with tourists but it is also a place where you can find most of the rich and the wealthy people living who is our potential target market. (Gemstones found in California, 1995-2009) Thus, the choice of this place is basically to attract the tourists who visit San Diego and also the rich business men in California. Middlemen involved in sales Since our company is having outlets only in Los Angeles and California, in order to distribute our products to potential customers in other regions of USA, we are planning to have agencies involved in it. The main reason of having these agencies would be to handle operations in other parts of USA. Gems and jewelleries are too risky to be outsourced to external agencies. Thus, we will be having our own internal agencies who will be working in different regions all over USA. They will be part of our employees and will be paid fixed fees on every transaction. Any additional payments will be on the basis of the number of sales they make. These agencies will be in regions such as, Tennessee, Arizona, Oregon, Idaho, Montana, Arkansas and Nevada. (Current Gemstones in United States, 2005-2009) These are potential places which have gem markets and also gem mines. These agencies will not only be responsible for the distributions in the relevant regions but also will act as Competitor Intelligence (CI) through which our company will keep in track of the competitors acts. Advertising and Promotion Advertising Media In order to promote our gem and jewelleries successfully in the US market, we have planned of various promotional aspects which would enable us to reach the target markets successfully. On that basis, when it comes to advertising in media the following would be our marketing strategies. Pricing Strategy Customary Mark-ups We are in the aim of taking our gem and jewelleries world by storm in the future. We do not have the same level of price mark ups for all our products. But, we do give the guarantee that the stones and jewellery we are selling genuine stones sourced and obtained by our company under the laws and regulations of USA. The reason why we do not have fixed mark-ups for our products is that the gems are exported from Sri Lanka which are truly genuine and are priceless. According to the customer and the value of different stones we keep a mark-up. But normally as all other retailers, the mark-up would be 300% or more. (Internet Forums, 2009) Considering the above factors, we cannot exactly decide the prices of the gemstones yet the values of the stones can be revealed. Approximately the values of the gemstones would be as follows In the above table ND stands for the value not disclosed because it would reveal proprietary information of small number of producers, included in totals. Available Discounts The discounts would vary from stone to stone and from purchase to purchase. Especially bulk purchases by consumers provide them with higher discounts than usual. Yet, the discounts would normally be a minimum of 5% to a maximum of 50% (The most widel traded Gemstones, 2009). Our company discounts will normally range as follows. Compare and contrast your product and the competitions products Direct Competitors When exporting gemstones to USA we are bound to meet many competitors in the market, therefore we need to make sure that the gems and jewelry are up to high standard and with great quality to survive in the industry. The main three direct competitors are, Tiffany co Macys jewelry Zales jewelry Tiffany co. Tiffany co. is known for great jewelry and for good quality for more than 150 years where the diamonds found at tiffanys stores are difficult to be found in other stores unless special orders for that type of quality is made. (Jewellers, 2009) They have many types of diamond jewelry starting form rings, bracelets, earrings, necklaces and pendants, and also engagement jewelry etc. packaging is done in a variety of ways but tiffanys is mainly famous for the blue box and the white bow which also has a hidden meaning of quality jewelry. Tiffanys also provide a full life time warranty where as if the diamond is not up to standard or as promised in the certificate they accept the jewelry back and provides with a refund of the full purchase price or a replacement with a diamond that meets each of the characteristics warranted. When a stone is cut for brilliance it may also loose size, and as known for brilliance is our measure tiffanys diamonds are cut for beauty not for size. The price range will vary from $1,000.00 to $ 50,000.00 for all the diamond stud jewelry, (Jewellers, 2009)However when purchasing a tiffany diamond the customer gets a brand name which is easily identifiable, Therefore customers mainly pay for the name of the brand not just for the product. Tiffanys promotional strategies are through websites which includes all the details of whats new in store and the respective prices and the outlets available in each city. Brochures, leaflets and billboards and jewelry exhibitions are also part of their promotional campaign to make the customer s more knowledgeable about the fine quality diamonds and jewelry available in store. (Jewellers, 2009) Macys Jewelry Macys has gained its brand equity throughout the years and will be a major competitor to us in the market as they are similar and consist of many gemstones with jewelry, gemstones such as diamond, ruby, sapphire, semi precious gemstones, turquoise, diamonds, cubic zirconium etc. it is known for quality and supplies a variety of jewelry to its customers primarily rings, bracelets, watches, mens jewelry, fashion jewelry, necklaces and pendants etc. The jewelry boxes are packed in many ways with different colours to suit the taste of the customer and different shapes. The price range will vary from $500.00 to $10000.00 based on the customers preference and the gem and jewelry type. (Jewellers, 2009) Like any famous brand mostly the price will be determined according to the brand as mostly the customers will have to pay a higher amount for the brand name. Macys uses different types of advertising and promotional methods to create awareness of whats new in stores and to gain customer loyalty. The promotional strategies are mainly promotional campaigns, billboards, leaflets, brochures, and magazine articles as gem and jewelry is a high end product and too much of publicity will cheapen the image of the product. Promotional campaigns will consist of events such as jewelry exhibitions where it will be easy access for Macys to reach its customers. (Jewellers, 2009) Zales Jewelry As most of the Americans prefer diamonds when wanting to purchase a gemstone Zales jewelry can also be classified as a competitor to us in the gem and jewelry industry. They have been in the industry and had been trusted since 1924 by making fine quality high class diamond stud jewelry which is mainly watchs, bracelets, necklaces and pendants, rings and engagement jewelry etc. (Jewellers, 2009) The brand name is not so prestigious at Zales but they do deliver fine quality diamond jewelry to its loyal customers and furthermore customers have to pay only for the piece of jewelry and not for the brand name as for the other competitors. All the jewelry is packed and given to customers in unique jewelry boxes with different colours mostly to suit customer preference mostly in pink, blue and black at the Zales jewelry store. Distribution is done all around Los Angeles, California (Burbank Town center, Glendale Galleria, Citadel outlet, West Side Pavilion, Fox Side mall, Santa Anita Fashion Park etc.) so that it will be convenient for customers to go to the nearest store and purchase jewelry according to their choice. The prices of diamond stone stud jewelry will be approximately from the range of $400.00 to $8000.00 and more varying according to the jewelry piece. (Jewellers, 2009) Zales jewelers will also conduct exhibitions which are open for any person to come and purchase jewelry according to their preference and taste and the diamond cut quality they require. The promotions they will conduct will be the giving out of brochures, billboards, web site etc. Market Size Expected Industry Sales USA is one of the largest market for Gem and Jewellery with 4% of the global Gems and Jewellery market. The expected industry sales in the domestic market for the year 2010 would be over US$ 10 billion. Apart from this the export market is expected to have a sales level of US$ 17 billion in the year 2010 which is around14% of the USA exports. USA accounts for about 20% of the world consumption in Gem and Jewellery and also one of the largest countries in the world known for diamond cutting and polishing. (Current Gemstones in United States, 2005-2009) Expected Company Sales In such a large market our expected sales for the planning year would be US$ 2.3 billion covering both the retail and the exports sales. This would be only around 8% of the industry sales. We are not expecting high sales in the planning year itself since itll be of a great challenge to capture a place in such a huge market. Thus, through our jewellery retail outlets we are planning for a sale of US$ 0.8 billion and through gem stone exports a sale of US$ 1.5 billion. Government participation in the market place Procedure for Export of Gems All Gem Exports should be channelled through the Exports Division of the National Gem and Jewellery Authority. ) Colombo Gem Centre Ratnapura or Gem Export Centre, Air Cargo Village, Air Port- Katunayake. The prospective Exporter should obtain a Gem Dealers License to cover the value of the merchandise to be exported. Exporters who wish to export their Gems should bring their goods to the Export Division N.G.J. A., before 3.00 p.m. on all working days 12.00 noon on Saturdays with eight (08) Copies of Commercial Invoices, which are to be used as follows. Export Manager Original Sri Lanka Customs 2nd Copy NGJA Statistics Division 3rd Copy 4th Copy to be used to make relevant payments to NGJA. Statistics Division (Customs)- 5th Copy 6th to 8th Copies are released to the Exporter. They are used to obtain Insurance Cover, for Airmail/Air Freight purposes, G. S. P. Certificate, Carnet Certificate and a copy to be retained by the exporter. Invoice The items will be examined at the Examination table by N.G.J. A. Gemmologist / valour and Customs Gem Appraiser / Gemmologist in the presence of the Exporter or his / her authorized representative. The sealed parcel is kept back with the N.G. J. A. and four copies of the invoice will be handed over to the exporter duly acknowledged by Export Manager; for the receipt of the parcel. Then the exporter is required to obtain insurance coverage for the parcel and pay the Export Service fee on F. O. B. The Exporter should get the Airway Bill from the respective Air Line Office and get a confirmation of the date and Air line which Air freights the Gem Parcel to the destination. On the day of collecting the parcels, Exporter should come to the NGJA, and particulars of the parcel have to be entered in the Releasing Register before 10.00 a.m. Air Mail parcels are released on all working days. The N.G.J. A. will check all the documents pertaining to the Export and release the parcel to Customs through Exporter enabling them to release the parcel to the Air Line (for Air Freight Parcels). After Customs formalities, are completed parcel (Air Mail) will be kept by Customs till it is released to the Post Office at the NGJA., for which the Exporter must bear the cost of air mail and stamp fees. After having the above mentioned approvals exporter can send the gemstone to the exporter country. Part Two Marketing Plan Executive Summary With the clear idea about the company, the market and the products to be exported which are clearly and specifically mentioned in the Marketing Audit, the following will detail the information about the marketing and sales of our company in USA. This Marketing Plan would focus on the promotional aspects, distribution, price determination and also the estimated budget and the income statement for the year 2010. This analysis would give a very clear idea regarding the process and possibilities of having a successful business in USA. It also highlights the vital aspects and how we are planning to market our product in such a competitive market which is totally different from our country Sri Lanka in ways of Culture, Technology, Economy, Politics and many more. This analysis was carried out with the use of the primary data collected from our company and other companies in Sri Lanka who are similarly exporting to USA. The secondary data collection was done through the internet and the relevant books which gave us ample of information regarding the industry and the market in USA. Thus, we were able to complete the report successfully and were able to put forward a detailed Marketing Plan. Marketing Objectives Product adaptation or modification Core component The market for Gemstone is more or less based on demand and rarity. Most people pay more for variety of gems that are esteemed and that are hard to find. It is moreover easy to get attracted to a certain colour gemstone, and finding usually a synthetic or fake jewel that reflects just as the real thing. Real jewellery with the label natural or genuine would show a little bit about the origins and terminology of types of gems. (Import Inspection, 2007) There are certain categories of gems that are allied with certain rock types. A person should be familiar with rocks; so that it will be easier to value with different types of gems that are common or extremely rare. For example, quartz is somewhat easy and frequently easy to find in nature. Though, gems can only be found in specific and limited environments, thus it is far more costly and valued. Packaging component There is a special packaging for Gemstones in order to sell the product in the market. Higher quality packaging material is used to pack the gemstones. For every purchase of a Gem the customers would be provided with authentic leather jewelry boxes layered with the company logo as a personal keepsake. Additionally, a purchase will arrive enclosed in a special glossy black Box, hand tied with a silver satin ribbon for every purchase. There is a Gift for every purchase .The customers will be impressed with the class, quality and distinctive design. Support services component To support the customers is a great pleasure because it will make the customers know the types of precious gem stones among the vast collection. Gem stones are undoubtedly unique gifts from Mother Nature and it is immensely important to preserve the natural quality and substance of the stone while cutting and designing to make the jewellery. It is important to provide high quality gemstone while preserving the genuine colour, shape and texture of the gem to the customers. Most of the Americans prefer gem stones, especially the Blue Sapphires and Rubies because they are world renowned for their great colour and value. Thus, the customers should be given to select the best gem stones when visiting to the store. Internet Forums, 2009) Promotion Mix Advertising Since the largest category in our advertising budget is likely to be the media costs, it makes sense to have a sound plan to manage that investment. The tool we need is a good media plan which helps us with every aspect of advertising. Advertising media refers to various means of advertising vehicles such as billboards, magazines, newspapers, television, and internet by which promotional messages are communicated to the public. The below mentioned advertising objectives would explain the importance of this particular area. Objectives Raise awareness of the company product by 25% a month, within the clearly identified target market. To implement geographic coverage within the California and New York cities. Communicate about the most precious and rarest gems available and the value for money of obtaining those. Build confidence in the organization and achieve an average of 60% increase in the sales. To be informative and encourage further information search for our product. To create a reputation as the market leader in Gems and therefore increase brand recognition loyalty. Media Mix After understanding the various aspects of each media separately and the advantages and the limitations of each, we can conclude that no single media would be able to reach the target population individually. The advertisers need to prepare an extensive media mix in order to accomplish their objective of maximum reach and frequency. Thus our media mix for this particular campaign will be elaborated separately as follows. (Highlights, 2008) TELEVISION ADVERTISEMENT: We chose Television as our media vehicle of broadcasting for the advertisement to be aired out of which especially ABC FOX, since these were considered the most watched TV channels in California and New York. Since most of the people are unaware of the company, we suggest the ads are aired 3 days a week between the time period of 7.00 pm and 10.00 pm du

Electoral Process Essay -- Politics, Democracy, British Government

In most of the modern societies an electoral process is considered an important symbol of the democracy that represents the concept of freedom of choice and fairness. The UK coalition government is now facing the need to reform the process by choosing between FPTP system and AV. As the final decision can affect the whole society, it is necessary to carefully analyze advantages and disadvantages of both systems. FPTP allows a candidate to win by the majority of the votes. It is a straightforward system that requires comparatively simplified procedures. In addition, it usually provides stable and strong one-party government. Also, elected party usually governs effectively and carries on the manifesto promises. Another advantage is a good-organized constituency link between MPs and their constituents. They can easily contact their MP to have support (Coxall et al. 2003, Jones and Norton 2010). Finally, FPTP tent to limit extremist parties like fascist, racist and other â€Å"hate† parties, for example British National Party. However, there are several disadvantages that should be considered. The most important weakness and the major criticism of FPTP system is ‘wasted votes’ issue (Lowe et al. 2010, p.115). For instance, in 2005 the UK General Election 65% of overall votes was wasted (BBC news 2005). Each vote is significant as it affects final results. Moreover, wasted votes lead to depressed turnout. Less people are willing to vote as they think their votes are not counted or make no change because there is a constantly winning party called ‘Safe seat’. In the last election, for instance, many people wanted to vote for Liberal-Democrats party, ‘safe seats’ and wasted votes dissuaded them to do it (Lowe et al. 2010, Jones and Norton ... ...h, the problem of wasted votes and disproportional allocation become more serious year by year (P. Whiteley 2010). The statistics show that turn out in UK is increasing from 2001 year coming to the level of 65.1%. In addition, elections require huge spending from the government and parties (UK political Info 2010a, 2010b, Jones and Norton 2010). As UK government is currently facing a need to cut the budget up to 40%, AV is not a useful method (Pollwatch 2010, J. Bingham 2010). To sum up, AV system adoption is a quite controversial question. Although AV system is solving some problems of FPTP system and providing fairer conditions for candidates and electors, adoption of this system can be quite difficult for the UK Coalition Government in term of budget and time spent. In my opinion, it is better to remain current election system as careful analysis is required.

cuban missle crisis :: essays research papers

The Cuban Missile Crisis demonstrates Advocacy versus Inquiry approaches as discussed in â€Å"What You Don’t Know About Making Decisions† by David A. Garvin and Michael A. Roberto. It also displays the Double Approach-Avoidance decisions that we studied in â€Å"Conflict† by Dennis Coon. Finally, the steps taken by John F. Kennedy display the steps described by Dennis Coon in his writing â€Å"Coping with Conflict†.   Ã‚  Ã‚  Ã‚  Ã‚  Once President Kennedy learned of the missiles in Cuba he formed a committee, EXCOMM, to discuss the appropriate course of action to deal with the weapons. During the meetings three options were presented: The first was to take a political course of actions to begin talks with Cuba. This was quickly dismissed because no members of the committee believed that these talks would be successful. The second option was continued surveillance combined with a blockade. Finally, the third option was military action.(Wiersma and Larson 6) This is an example of Double Approach-Avoidance because both option number two and option number three had positive and negative qualities. Option number two allowed the United States to apply pressure on Cuba without declaring war; however this approach could take a long time to eliminate the threat of weapons and could supply Cuba with time to hide their weapons. Option number three would quickly destroy Cuba’s weapons which was desirable, But Kennedy did not want to declare war because it most likely would upset Alliances and would be costly in American lives. During the discussions of the committee they wavered back and forth between option two and three. Indecisiveness is a common occurrence when a double approach-avoidance decision has to be made.(Coon 202) The Joint Chiefs of Staff and the Air Force were adamant that the US proceed with military action and tried to persuade the group to their way of thinking. The Joint Chiefs of Staff would be an example of the Advocacy Approach. John F. Kennedy asked a lot of questions about the possible outcomes of each option. He wanted to know how the US would be perceived, what the costs were, and how quickly we would see results from each of the options. John F. Kennedy would be an example of the Inquiry Approach. On Day four of the EXCOMM talks a majority decision was reached. There were still dissenters and they remained that way. John F. Kennedy liked the idea of the blockade because it provided Cuba with a way out of the crisis.

Bloom’s Taxonomy Essay

Bloom believes that there are six cognitive levels that classifies thinking in cognitive levels, with each level being more complex than the previous one. Which means that the human brain has the capacity to do more than acquire and understand factual knowledge. Below are the six cognitive levels. 1. Creating Putting elements together to form a coherent, or functional whole; reorganizing elements into a new pattern or structure through generating. planning or producing. 2. Evaluating Making judgments based on a criteria and stands through checking and critiquing. 3. Analyzing Breaking material into constituent parts, determining how the parts relate to one another and to overall structure or purpose threw the differentialine organizing, and attributing. 4. Applying carrying out or using a procedure through implementing, understanding/ constructing manage from oral, written, and graphic message through interpreting, exemplifying, classifying, summarizing, inferring, comparing, and explaining. 5. Understanding constructing meaning from oral, written, and graphic messages through interpreting, exemplifying,classifying, summarizing, inferring, comparing, and explaining. 6. Remembering retrieving, recognizing, and recalling relevant knowledge from long – term memory. I believe that this is the basic process that most people use to remember and learn a new concept. As almost all projects start with an idea which is where you would create your outline/ idea then you would normally evaluate and analyze that outline/ idea. If you feel that steps one – three were going to work you would then apply your idea. Once the idea has been applied it will help you to understand the concept. Which will make remembering it much easier.

Go Ask Alice Book Review Essay

Introduction Go Ask Alice is a 1971 book about the life of a troubled teenage girl. The book continues its claim to be the actual diary of an anonymous teenage girl who became addicted to drugs. Beatrice Sparks is listed as the author of the book by the U.S. Copyright Office. The novel, whose title was taken from a line in the Grace Slick, penned Jefferson Airplane song â€Å"White Rabbit†, â€Å"go ask Alice/when she’s ten feet tall†, is presented as an anti-drug testimonial. The memoirist’s name is never given in the book. Revelations about the book’s origin have been a cause of doubt as to its authenticity and factual accounts, and the publishers have listed it as a work of fiction since at least the mid-late 1980s. Although it is still published under the byline â€Å"Anonymous†, it is largely or wholly the work of its purported editor, Beatrice Sparks. Some of the days and dates referenced in the book put the timeline from 1968 until 1970. Its major themes would be difficulty of communication and problems of adolescent identity. It is written a series of events in the form of multiple diary entries. Summary of Content September 18th- December 25th Alice explains that she bought herself a diary in high spirits, after being asked out by a guy she liked. She believed she finally had beautiful thoughts to shear with herself through writing. Following the next day, he rejects her. Alice is miserably insecure and wonders why people always seem to hurt her feelings. Days go by and her fifteenth passes, and her boredom with life is interrupted only by weight gain and her accompanying self-hatred. She later learns that her father has accepted a teaching position at a different college and the family has to move at the start of the New Year. Over the time Alice’s mother has taken noticed of her irregular eating habits and forces her to eat. She then starts to reject her mother’s care and wonders if she could make herself throw up after eating. As time passes Alice writes that she is mostly herself with her dairy, and fears the loss of her identity trying to fit in with everyone else. Throughout this time she displays a sharp sense of intelligence and awareness of her emotions and recalls many observations as a well as her feelings. She refers to her diary as a person, confiding in it and asking it to help her monitor her weight-loss plan as if it were a close friend. This indeed is one of the major themes in Go Ask Alice. January 1st- July 14th Alice writes about her excitement for the family’s big move, but confides to her diary her fears of not adjusting to life in a new place. After settling in, Alice changes her mind about the house which she first thought was unappealing, but now she sees it as beautiful. As time goes by the rest of the family has adapted well to their new surroundings, but Alice feels like an outsider. She wonders how, in a family of outgoing people, she always manages to feel distant from others. With the passing of time, Alice hasn’t made any friends and has gained weight again. Throughout this time, her approached grows more and more unattractive and she feels like a social outcast and is frustrated with everyone and everything around her. She also talks about her new friend she meets named Greata; who she feels is just as unattractive and awkward as her. Along with Greta, she talks about Beth a Jewish girl who she meets that lives down the block. She finds that she can talk to Beth about anything; after expressing that she and her mother can no longer talk like they use to. She continues to write as he summer has started and plans to spend the summer with her grandparents. While there she is invited to a party where she is introduced to a game which includes randomly dripping LSD in several soda bottles which she becomes the recipient of. After she became aware of the aftermath she happy for the experience but never wants to do drugs again. Throughout this time, she compares her voyage into the new world of drugs to Alice in Wonderland. Alice goes through a series of social changes in with in the first half of the year, and her instability helps explain her curiosity for drugs. She sought refuge in writing but drugs provide an easier access into her fantastic world, where she feels a relationship with people and the things around her. July 20th- September 10th She goes on a date with Bill and experiments with more drugs. She feels like a complete new person, better about herself and she loves going out. While at her grandparents her grandfather had a mini heart attack. She strays away from her friends in the efforts in assisting her grandmother with her grandfather. Later she subsumes to the pressure of her friends and goes out to a party at Bills house where she takes acid. She also loses her virginity to him while on acid; which she expressed it as being another brilliant, freaky way out, part of her drugged adventures. Now, she looks for someone to talk to about drugs but she doesn’t know who to ask. Trying to sort out her many feelings she starts to take sleeping pills which she loves. Drugs makes Alice feel like the person she never was before. Under the influence of speed, she says, she feels like a member of a â€Å"different, improved, perfected species†. What Alice got from the drugs was a sense of being loved for who she really is, by others around her who is on drugs. September 12th-November 22nd Alice in now back home where she meets a friend name Chris and is given a job working with her are a local grocery store. She continues to pop pills whenever she gets tired or hungry. She is then introduced to marijuana and is now using as well as selling it. She then finds herself in what will turn out to be a heart breaking betrayal; when she finds out the truth about Richie’s secret affair with Ted. As time pass, Chris and Alice decides to flee San Francisco and vows to turn Richie in and stays sober with Chris. She gets to San Francisco where she and Chris both find jobs to support themselves. She also matures within this time frame, learning about her sexuality. However, she has not have sex sober yet. Beneath Alice’s psychedelic adventures is her continuing desire to find someone with home she can have the same open, loving relationship she once had with her family. Her shifting emotions concerning her family were the major cause for her departure, yet she longs for them in San Francisco. November 23rd- End of Diary One Alice has now passed through her by trail by fire, and she feels like an adult from the way others treat her as an individual. She declares â€Å"I am somebody: but her real maturation is not from how others respond to her, but from wise reflections on what it means to survivors the troubled times of adolescence. She is not completely ready to accept her past, she wants to repent for her sins, but she also wishes she could push her nightmares in the back of her mind. Alice finally gains enough absolute experience and converse more honestly with other runaways in this section to understand better what has caused her decline. Alice diagnoses her real problem when, happy about her father’s love for her, she wishes she could only love herself. If she could do this, she would care less about rebelling or satisfying her parents and instead focus on her own, separate desires. Throughout this section she develops a belief of Christian redemption on her own when it occurs to her that suffering may have been worthwhile, as she can now understand and be more understanding of people. Her decisions to h help others has deep religious reasons, and she ends the first diary. Diary 2 April 6th-May 21st Alice matures deeply in this section, expanding her sensitivity. Her increasing desire to become a guidance counsel shows. She has now find an identity that will someday suite her, and while she is still in pain at times, she is already getting better at communicating with others and enjoying a life with soberness. She and her parents both now treat each other with respect and concern. Her grandfather dies and she is having a hard time dealing with the situation at this point. More frightening to Alice is her true helplessness inn her flash back episode and the resulting fear that she may lose her mind. May 22nd Updated July Alice writes in her undated diary from a hospital. She is unsure how she has ended up here and can only think of the worms she thinks are eating her alive. She has apparently been biting her fingers down to the bone; she relates this to the death of her grandfather. Alice reveals that an accidental dose of acid is the cause of her breakdown. Her mother and father believe that someone else â€Å"tripped† Alice without her knowing it. she finds out she is being sent to an insane asylum. Her father tells her that when her case was brought before a juvenile court, Jan and another girl testified that Alice had still been on drugs and was selling them. She registers at the State Mental Hospital. She is frightened by the ugly building and by the inmates, whom she feels are different from her. Despite the mental horrors Alice endures, her mind stays somewhat resilient and her diary becomes her true sanctuary. She is sent away to the asylum to get help. July 27th Epilogue Alice tries to pray but feels the words are false and meaningless. She yearns for death. She starts going to school at the Youth Center, which is a relief compared to her room. Life in the asylum is draining her in all ways, as it has already done for Babbie. She listens to other kids in a group therapy session, which she finds helpful. Alice’s mother and father visit. Another visit from Alice’s parents brings a long letter from Joel. Her father reports that Jan has retracted her statement, and they’re trying to get the other girl to do the same, in which case Alice will be let out soon. Alice returns home and is happy to be with her family. At home, Alice is invited to go swimming by Fawn, a â€Å"straight† kid. Alice is insecure around Fawn and her friends, even though they seem to like her. She gives her father a sweater and a poem by her for his birthday. Joel surprises her by showing up and kisses her on the lips in front of her family. Alice is worried about starting school again but feels stronger with the support of her new friends and Joel. She comments that she no longer needs a diary, for she now has people in her life with whom she can communicate. In the epilogue, we are told that Alice died three weeks later of an overdose—whether it was premeditated or accidental remains unclear—and that she was one of thousands of drug deaths that year. Part II Memoir Review Go Ask Alice was originally promoted as nonfiction and was published under the byline â€Å"Anonymous.† However, not long after its publication, Beatrice Sparks, a psychologist, began making media appearances presenting herself as the book’s editor. The memoirist’s name is never revealed in the book. Alice is not the protagonist’s name. A girl named Alice is mentioned briefly in one entry during the diarist’s stay in Coos Bay, Oregon; she is an addict whom the diarist briefly meets on the street. Commentators often refer to the diarist as â€Å"Alice† in error, or for the sake of convenience. In the ABC Movie of the Week film version of Go Ask Alice, broadcast 24 January 1973, the protagonist is named Alice. Go Ask Alice is an honest portrayal of the life of a drug addict. Originally published in 1971, the book provides an empathetic description of one 15-year-old girl’s descent into a life of drugs that still resonates in today’s teen culture. The book’s strength lies in the breadth of the first-person account, from her early days as an innocent youth whose main worries were popularity and image to her life on the street, where the only thing she worried about was where she would get her next fix. It also details her difficult, uphill battle back to sobriety. Another strength of this novel is that it verbalizes feelings that most teens experience. For example, Alice states, â€Å"I don’t need the sleep as much as I need the escape. The one weakness/caution for Go Ask Alice is that the book is graphic in detail. It includes descriptions of her sexual experiences and the sensations of each drug, and her off-balance ramblings while on different drugs. This is not appropriate for young readers. I would direct this book to teens and adults. I think it should be required reading in high schools. Since this is about a teen struggling with addiction and the social pressures of the drug world, it is a real eye-opener to anyone who is already struggling and for those who may be confronted with the option to use. Conclusion This book had many great reviews, and I would agree that this is an outstanding book. In fact, I believe it is one of the best young adult novels I have ever read. There is much speculation over whether the diaries are fictional or true; however, I didn’t feel that affected how I felt after reading it. The accounts in this diary seem so real and well written. Many would argue that a fifteen year old girl couldn’t muster such talented compositions. On the contrary, the late 60’s early 70’s were a very different time. Although parents appeared stricter in this time, it seemed laws and drugs were much freer. It is easy to imagine all of the runaway teens and preteens prostituting themselves, using drugs, and sleeping in parks and on curbs—and most of them didn’t care where they wound up! This isn’t as common today, but it still happens, we just don’t hear as much about it. I think the author of the diary did a great job capturing the positive, beautiful feelings of her experiences with drugs. Similarly, the writer equally described the melancholy and loss of identity associated with drug use. This novel could change lives, if not simply relate to them. Overall, a frightening and well-written account of a young girls’ disheartening story from a regular teenager, to a popular free teenager, to a teenager that must be put back together. Future drug users must ask themself, â€Å"Should I try using?† Well, go ask Alice, and she’ll tell you how to stop from losing your identity as well as sanity. Works Cited â€Å"Go Ask Alice A Real Diary PB N (Paperback) By (author) Anonymous.† The Book Depository. N.p., n.d. Web. 14 Jan. 2013