Innocent Drink Analysis | SWOT and PESTEL

Innocent Drink Analysis | SWOT and PESTEL 1. Introduction This report shall analyse Innocent Drinks, which has been cited as one of the fastest growing British companies on record (Phelvin and Wallop, 2008; Reynolds, 2013). This shall be done by giving a brief overview of the Innocent Drinks, carrying out a SWOT analysis in order to determine its prospects and potential challenges, as well as conducting a PESTEL analysis in order to determine the impact its various environments have had and will possibly have in the future. A cultural analysis shall also be performed, as culture has been proven to have an influence on a company’s performance (Kotter and Heskett, 1992). Based on these analyses, recommendations for Innocent Drinks shall be suggested and conclusions drawn. 2. Overview Innocent Drinks was founded in 1999 by a group of three friends – Adam Balon, Richard Reed and Jon Wright – following a positive reception to the sales of their smoothies at a music festival (Innocent Drinks, 2014a; Rubin, 2010). It has grown since then from its small start as a stall set up at the Jazz on Green festival in London to become Europe’s best selling smoothie, with its products being sold in several European countries, a revenue of over  £213.5 million as of 2012, and a consistent increase in market share over the years (Innocent Drinks, 2014a; Reynolds, 2013; Rubin, 2010). Its mission is â€Å"to make it easy for people to do themselves some good – and that doing so should taste good too† (Rubin, 2010, p. 1). Its values are to be natural, entrepreneurial, responsible, commercial and generous (Innocent Drinks, 2014d). The innocent promise is that it â€Å"tastes good; does good†, and this is fulfilled through its use of tasty healthy products which are sustainably sourced, and through giving 10% of all its profits to charity (Innocent Drinks, 2014c, n.p.). The company’s product range is divided into four categories: smoothies, juices, kids’ products (including kid’s drinks and fruit tubes), and foods (Innocent Drinks, 2014b). 3. SWOT Analysis The SWOT analysis below highlights the strengths and weaknesses of Innocent Drinks, as well as the opportunities available to the company and the potential threats it could face. Strengths Innocent Drinks has experienced strong consistent growth over the past years. According to Reynolds (2013), Britvic Soft Drinks reported that Innocent Drinks was one of 2013’s big winners, with a growth in its annual value sales by more than 35%. It was also a sponsor of the London 2012 Olympics, and following this, its sales volume experienced a significant increase of more than 60%. It also has a wide range of products and is continuously increases the number of products in its range (O’Reilly, 2014), and this expansion strategy helps increase its customer base and sales volume. Its recent partnership with Coca-Cola, which involved Coca-Cola buying the majority of its shares, has also enabled it to leverage on Coca-Cola’s marketing, buying and media power, as well as its wealth of experience and available capital. It was also through this partnership that it was able to become the official smoothie of the Olympics (Neate, 2013). Innocent Drinks has also won several awards, including an award from the Healthy Food Guide in 2011 for its Caribbean veg pot, another from the World Juice Award in 2011 for the best new product (its Apple Juice), and another for best packaging (for its carafe), various awards from the Brand Index Buzz, CoolBrands Award, and the Grocer Gold Awards (Innocent Drinks, 2014e). These awards greatly enhance brand awareness and customer perception. It is also seen as a company with strong ethical values, and topped the list of Social Brands in 2012 (Innocent Drinks, 2014e). This is also very beneficial for the company, because strong ethics and environmentally-friendly policies and actions can be a source of reputational, financial and competitive advantage for companies (Markley and Davis, 2007). The ideas, skills, commitment and dedication of the founders as well as the staff of the company is also a key strength of Innocent Drinks, and is one of the reasons behind its growth and expansion over the years. Weaknesses Innocent Drinks is still a growing brand, and has relatively less visibility than other fruit juice brands. It also faces strong competition from Tropicana Products, a division of PepsiCo which is more popular, being the UK’s number one juice brand. When PepsiCo launched its smoothies range in 2008, Richard Reed, one of Innocent Drinks’ founders, stated that their competitor â€Å"is regarded as one of the most ferociously competitive on the planet. They have launched smoothies this year and we are their target† (Sibun, 2008, n.p.). Tropicana also has the advantage of â€Å"60 years of experience in fruit selection and excellent blends† (PepsiCo, n.d., p.1). Innocent Drinks’ prices are also higher than that of other brands, and this can prevent some segments of the market from purchasing their products, and also give competitors an upper hand. Additionally, there have been criticisms regarding its ethical claims (Phelvin and Wallop, 2008; Sibun, 2008). Furthermore, Innocent Drinks major market is the United Kingdom, and the strong reliance on this market leaves it susceptible to economic as well as other challenges faced by this market. Although it has expanded across Europe, its expansion was reported as â€Å"an expensive decision†, with the company recording considerable losses from 2008 to 2011 following the expansion (Anderson, 2012, p. 1). Opportunities A growing interest in healthy eating and healthy lifestyles in general; and campaigns such as the five a day campaign present significant opportunities from Innocent Drinks, particularly as their products are mainly made from fruits and vegetables (Bainbridge, 2013; Briggs, 2014). Bainbridge (2013) notes that as fruit juices and smoothies count towards the target of consuming 5 fruit and vegetable portions a day, they create a marketable health benefit. The fruit juice and smoothies market is also a popular and mature one, with a study by Marketing Week revealing that 88% of respondents had drank fruit juice or smoothies within the previous six months (Bainbridge, 2013). Bainbridge (2013) also notes that growths in the demographic (families, ABC1s and 16-34 year olds) which are above-average consumers of such drinks also lend support to the growth of this industry in general. Threats Reynolds (2013) reports that increases in raw material prices have particularly affected the juice industry. Climate change issues can also have a considerable impact on the supply of fruit, which in turn can affect Innocent Drinks’ juice and smoothie production. Barron (2009, p. 2) notes that Innocent Drinks â€Å"has been made increasingly aware of extreme weather conditions such as higher than average temperatures, drought and hurricanes†. These seriously affect its ability to, and ease of, sourcing particular fruits. There have also been questions regarding the purported health benefits of its juices and smoothies, and these doubts can have an impact on customer perception and sales volumes if not effectively addressed (Hodgekiss, 2013; Mintel, 2010). The information from this SWOT analysis, as well as the PESTEL analysis below, shall subsequently be used as a basis for recommendations for Innocent Drinks. 4. PESTEL Analysis And Analysis Of Innocent Drinks’ Competition The PESTEL (Political, Economic, Social, Technological, Environmental and Legal) framework is framework for analysing the macro environment in which an organisation operates. Analysing an environment using this framework enables an organisation to identify, understand and adapt to relevant external factors, and to plan for any effects environmental trends can have on its strategies and activities (Johnson, Whittington and Scholes, 2012). Political Political factors which affect Innocent Drinks include rulings and guidelines by the Department of Health, the Advertising Standards Authority, Trading Standards and the Office of Fair Trading. For instance, the Department of Health changed the 5-a-day guidelines to allow smoothies which contain all edible parts of the fruit used, or which contain 100% pure juice to count as two portions of the 5-a-day (The Telegraph, 2009). The guidelines by these bodes also affect even seemingly minor details. For instance, Innocent Drinks had to fight with trading standards when it wanted to change ‘use by’ to ‘enjoy by’ on its products, as part of the image they aimed to depict (Gubbay, 2011). Economic There are several economic factors which influence Innocent Drinks. These include the economic situation in the countries it operates in, particularly United Kingdom as well as some European countries, tax policies, and other market and industry factors. For instance, Levy (2011, n.p.) reports that smoothie sales fell by a third as they were deemed â€Å"too expensive for credit-crunched Brits†. The Food and Drink Innovation Network (FDIN) (2010) also report that following the recession, Innocent Drinks suffered significantly, with the sales of its smoothies falling by 29% in 2008 and 2009. Social Social factors which affect Innocent Drinks include consumer attitudes and buying patterns, the growth of its target demographics, and various health campaigns such as the 5-a-day campaign. A growing interest in healthy eating and projected growth trends for its main demographic present considerable opportunities for Innocent Drinks in the United Kingdom as well as in Europe in general. Technological Technological factors include innovation regarding new production methods and products, as well as the packaging for its products, recycling, and other trends and advances in manufacturing. For instance, Innocent Drinks had been working on increasing the percentage of recycled plastic used to manufacture its bottles (as it was previously made from 50% recycled plastic). It increased this to 100% in 2007, and is continuously looking for new ways in which it can minimise its impact on the environment through technological advances in manufacturing its packaging (Innocent Drinks, 2007). Environmental Innocent Drinks is affected by various environmental laws such as those regarding the carbon impact of its packaging components, the use of recyclable/renewable material, etc. Innocent Drinks has focused on discovering ways in which it can reduce wastage and its carbon impact on the environment, in terms of packaging, transportation of goods etc. Although it has faced some challenges regarding this, as reported by Phelvin and Wallop (2008) and discussed below under the cultural analysis, it nevertheless makes considerable effort to reduce any negative impact it has on the environment. In 2013 for instance, Innocent Drinks save over 1000 tonnes of plastic by putting its juice carafes on a diet, and also makes use of 100% Forest Stewardship Council certified material for its cartons (Innocent Drinks, 2014f). Legal Innocent Drinks has to comply with various laws including consumer protection laws, industry regulations (such as those outlined above). Legal issues such as competition laws also influence factors such as mergers and acquisitions, as in the case with Innocent Drinks’ partnership with Coca-Cola (Macalister and Teather, 2010). Table 1 below shows Innocent Drinks’ performance compared with other leading drink companies. TABLE 1: THE BRITVIC SOFT DRINKS REPORT: TOP GROCERY, CONVENIENCE AND IMPULSE BRANDS Source: Reynolds (2013, p. 1) It can be observed that Innocent Drinks recorded the highest percentage increase in the group, thus showing a strong growth potential. However, it should also be noted that Innocent is a relatively new company and is also is a rapid growth phase. It may therefore be somewhat challenging to maintain such high growth levels over time. 5. An Analysis Of Innocent Drinks’ Organisational Culture A number of studies have revealed that there is a significant relationship between an organisation’s culture and certain aspects of its performance (Kotter and Heskett, 1992; Rashid, Sabasivan and Johari, 2003). According to Kotter and Heskett (1992), organisations with cultures where emphasis was on leadership at all levels and key managerial constituencies (i.e. employees, customers and shareholders) performed considerably better than companies who did not have such cultural traits (the former experienced a 682% revenue increase on average over a period of 11 years, while the latter experienced 166%). It is therefore important to consider the culture of a company when evaluating its performance. In order to evaluate Innocent Drinks’ organisational culture, Deal and Kennedy’s (1999) typology of corporate cultures shall be used. Deal and Kennedy (1999) outlined four main categories of company cultures based on the degree of risk involved in the activities of the organisation, and the speed at which the organisation and employees obtain feedback regarding the success of their strategies/ventures. They note that these two factors have an impact on the development of cultural elements in an organisation and how these influence the company’s employees. The four categories are: the process culture, bet-your-company culture, work-hard/play-hard culture and tough-guy/macho culture (Deal and Kennedy, 1999; Mullins, 2010). Figure 1 below illustrates these categories: Source: Revenaugh (1994, p. 20) The process culture is characterised by low risk and slow feedback, and this leads employees to focus on how they do things (i.e. the process), rather than what they actually do. Although quite bureaucratic, it can actually be effective when order and predictability is needed (Mullins, 2010). The bet-your-company culture is characterised by high risk and low feedback. In such organisations, due to the nature of the feedback, it can take a long time before the success or failure of decisions becomes apparent. Examples of companies with such cultures are oil companies and investment banks. The tough-guy, macho culture is one which is characterised by high risk, quick feedback regarding actions taken, high financial stakes, and intense pressure and speed. Examples of such organisations with this type of culture include police departments, hospitals and the entertainment industry (Deal and Kennedy, 1999; Mullins, 2010). The work-hard, play-hard culture is few risks, quick feedback and fun and action. In such a culture, there is a â€Å"high level of relatively low risk activity† (Mullins, 2010, p. 741). Deal and Kennedy (1999) point out that a considerable number of sales-driven organisations have this culture. Such organisations are highly dynamic, customer-focused, and place a high emphasis on team work, as it is the team that produces the volume (Deal and Kennedy, 1999; Mullins, 2010). It is important to note though that not all companies will fall strictly into these four categories, and some may be characterised by a blend of more than one, such as banks for instance. Nevertheless, it still provides a useful guide for understanding the culture of an organisation, and taking steps to maximise the benefits of such a culture, as well as handle the challenges such a culture poses. Having briefly described these four categories and based on the information available on Innocent Drinks, the company can be said to have a work-hard, play-hard culture. While it is characterised by a high level of activity, much of it is low risk. It is also sales-driven, has a strong team culture, and a fun, informal approach to carrying out its activities and relating with the public (Innocent Drinks, 2014a). However, a key challenge of this type of culture is that employees can possibly rely on the good performance of a team to hide weak personal performance. Another challenge is that a focus on volume can have a negative impact on quality (Mullins, 2010). Innocent Drinks has consequently been accused of making misleading claims regarding its environmental and ethical credentials (Phelvin and Wallop, 2008). Phelvin and Wallop (2008) reported that while Innocent Drinks leads its customers to believe that it imports the fruit and then makes the drinks in the UK, and that its fruit is always transported by by road or rail because this uses less fossil fuel than air/road transport. This is not the case, as the drinks are actually made elsewhere in Europe, and transported in lorries to the UK for bottling. Innocent Drinks however argued that the company had not deliberately attempted to mislead customers, but had simply stopped publicising where its drinks were made since it moved its production abroad, and had failed to update this information on their web page. 6. Recommendations And Conclusion Having carried out these analyses of Innocent Drinks from various aspects, this section shall use the results of these analyses to offer recommendations to Innocent Drinks. Subsequently, conclusions shall be drawn. From the SWOT analysis, it can be seen that Innocent Drinks needs to work on changing their sourcing strategies, particularly from areas affected by such adverse weather conditions. Innocent Drinks could also work with its suppliers to carry out certain farm practices that will minimise the impact of these conditions such as reforestation, mulching techniques, shade management, improved drainage systems etc. (Barron, 2009). Innocent Drinks’ partnership with Coca-Cola was a good strategy, considering the competition it faced from PepsiCo and the need for enhanced marketing in order to boost its brand visibility and market share. It is nevertheless important that it preserves its key values which have endeared it to customers, and also maintains its reputation as an ethical, environmentally friendly, social brand. This issue of Innocent Drinks maintaining its brand values has been a particular concern for customers following its takeover by Coca-Cola (Cohen, 2011; Macalister and Teather, 2010). As such, efforts need to be made to convince their stakeholders that they will remain loyal to their values. Based on the analysis of Innocent Drinks’ culture, it can be observed that there is a need to pay attention to not just team performance, but the performance of individuals as well. This can be done by ensuring that team leaders allocate specific tasks to various members of the team and hold them responsible for each of these tasks. Furthermore, in reports on the team’s activities, the contribution of each individual member can also be highlighted, in order to avoid social loafing. There also needs to be an increased emphasis on transparency. This is because the discovery that Innocent Drinks is not doing what it claims to be doing can lead to feelings of distrust from customers and other relevant stakeholders. As such, it is necessary to keep the information open to the public on their websites or other similar places up-to-date, and ensure that efforts are made to do what the company claims it will do. It should also aim to effectively address the accusations that its smoothies are high in calories/sugar and are not necessarily as healthy as they are purported to be, due to the processing methods used. Innocent Drinks can also look into the possibility of expanding into other continents such as Asia and Africa, in order to negate the effects of possible adverse market conditions in Europe. However, a comprehensive cost-benefit analysis would need to be done first, in order to determine how feasible this would be. In conclusion, it can be observed that Innocent Drinks has considerable potential to grow and be a market leader in the industry. However, there are a number of weaknesses and threats which need to be managed and possibly overcome. The recommendations outlined above, while not exhaustive, can serve as a guide for Innocent Drinks decision makers and could potentially enhance its customer base, market position and its overall profitability. References Andersen, E. (2012). Innocent Drinks founder: Exporting pushed us into the red.Management Today, 26th October 2012. Available at http://www.managementtoday.co.uk/news/1156817/Innocent-Drinks-founder-Exporting-pushed-us-red/ > Retrieved 28th October 2014. Bainbridge, J. (2013). Sector Insight (Interactive): Fruit juice, juice drinks and smoothies.Marketing Magazine, 14th March, 2013 [Online]. Available at Retrieved 28th October 2014. Barron, V. (2009). Climate Change Impacts on Business: A case study of Innocent Drinks and their top fruits. Available at Retrieved 28th October 2014. Briggs, H. (2014). Fruit and veg: More than five-a-day ‘no effect’. BBC, 30 July, 2014 [Online]. Available at Retrieved 28th October 2014. Cohen, T. (2011) Innocent accused over charity ‘con’.Daily Mail, 27 May 2011. Available at http://www.dailymail.co.uk/news/article-1391521/Innocent-Smoothie-maker-defends-handing-520-000-charity-cash-2008.html > Retrieved 28th October 2014. Deal, T.E. and Kennedy, A.A. (1999)The new corporate cultures. Cambridge, MA: Basic Books Gubbay (2011). Brains behind famous smoothie company shares his Innocent approach to business. Available at http://www3.imperial.ac.uk/newsandeventspggrp/imperialcollege/businessschool/newssummary/news_20-6-2011-17-54-53 > Retrieved 28th October 2014. Hodgekiss, A. (2013) The 15 WORST sugary drinks in Britain.Daily Mail, 30 March 2013 [Online]. Available at Retrieved 28th October 2014. Innocent Drinks (2007) Our brand new 100% recycled plastic bottles. Available at Retrieved 28th October 2014. Innocent Drinks (2014a). Our story. Available at http://www.innocentdrinks.co.uk/us/our-story> Retrieved 28th October 2014. Innocent Drinks (2014b). Things we make. Available at http://www.innocentdrinks.co.uk/things-we-make> Retrieved 28th October 2014. Innocent Drinks (2014c). The innocent promise. Available at Retrieved 28th October 2014. Innocent Drinks (2014d). Our purpose, Our values. Available at http://www.innocentdrinks.co.uk/us/careers> Retrieved 28th October 2014. Innocent Drinks (2014e). Awards we have won. Available at . Retrieved 28th October 2014. Innocent Drinks (2014f). Being sustainable. Available at Retrieved 28th October 2014. Johnson, G., Whittington, R. and Scholes, K. (2012)Fundamentals of Strategy. Second edition. Essex: Pearson Education Limited Kotter, J.P. and Heskett, J.L. (1992)Corporate Culture and Performance. New York: The Free Press Levy, A. (2011) Feel the squeeze: Smoothie sales down a third as they are ‘too expensive’ for credit-crunched Brits.Daily Mail, 1st November 2011 [Online]. Available at http://www.dailymail.co.uk/femail/article-2055681/Smoothie-sales-theyre-expensive-credit-crunch-Brits.html > Retrieved 28th October 2014. Macalister, T. and Teather, D. (2010) Innocent smoothie denies sell-out after Coca-Cola gets majority stake.The Guardian, 9 April 2010 [Online]. Available at http://www.theguardian.com/business/2010/apr/09/coca-cola-innocent-smoothie-stake > Retrieved 28th October 2014. Markley, M. J., and Davis, L. (2007). Exploring future competitive advantage through sustainable supply chains.International Journal of Physical Distribution Logistics Management,37(9), 763-774 Mintel (2010) Smoothies –UK. Available at Retrieved 28th October 2014. Mullins, L.J. (2010).Management and Organisational Behaviour. 9th Edition. Harlow: Prentice Hall Neate, R. (2013). Coca-Cola takes full control of Innocent.The Guardian, 22nd February, 2013 [Online]. Available at < http://www.theguardian.com/business/2013/feb/22/coca-cola-full-control-innocent> Retrieved 28th October 2014. O’Reilly, L. (2014). Innocent launces ‘super smoothie’ range.Marketing Week, 10th March, 2014. Available at < http://www.marketingweek.com/2014/03/10/innocent-launches-super-smoothie-range/> Retrieved 28th October 2014. PepsiCo (n.d.). New Tropicana Smoothies will boost 5-a-day efforts. Available at < http://www.pepsico.co.uk/our-company/media-centre/news-and-comment/new-tropicana-smoothies-will-boost-5-a-day-efforts>. Retrieved 28th October 2014. Phelvin, P. and Wallop, H. (2008). Innocent Smoothies accused over environmental marketing.The Telegraph, 1st August 2008 [Online]. Available at Retrieved 28th October 2014. Rashid, M. Z. A., Sambasivan, M., Johari, J. (2003). The influence of corporate culture and organisational commitment on performance.Journal of Management Development,22(8), 708-728 Revenaugh, D. L. (1994). Business process re-engineering: the unavoidable challenge.Management Decision,32(7), 16-27 Reynolds, J. (2013). Innocent sales rocket over 35%, says Britvic Soft Drinks Report. Available at . Retrieved 28th October 2014. Rubin, C. (2010) Building England’s Ethical, Healthy and Slightly Cheeky Beverage Brand. Inc., July 2010. Available at http://www.inc.com/articles/2010/07/building-englands-favorite-smoothie-company.html > Retrieved 28th October 2014. Sibun, J. (2008). Not such a smooth ride for Innocent.The Telegraph, 2nd August 2008 [Online]. Available at http://www.telegraph.co.uk/finance/newsbysector/retailandconsumer/2794173/Not-such-a-smooth-ride-for-Innocent.html > Retrieved 28th October 2014. The Food and Drink Innovation Network (FDIN) Comment on Coca-Cola’s Purchase of Innocent. Available at http://www.fdin.org.uk/2010/04/comment-on-coca-colas-purchase-of-innocent/ > Retrieved 28th October 2014. The Telegraph (2009). Smoothies count as two of five fruit and veg per day. The Telegraph, 16th September 2009 [Online]. Available at http://www.telegraph.co.uk/foodanddrink/foodanddrinknews/6197202/Smoothies-count-as-two-of-five-fruit-and-veg-per-day.html > Retrieved 28th October 2014.

Case Study of Architect Abdul Harris Othman

THEORIES OF ARCHITECTURE AND URBANISMIntroductionAbdul Harris Othman was born in Pokok Sena, Kedah on 4th April 1957. He grew up in Jitra, Kedah and started to prosecute his survey in Australia in 1975 after he won the Colombo Plan Scholarship. He returned to Malaysia after 10 old ages to function the state. He has designated as Principal designer of KLCC and the designer of record for Petronas Twin towers in the twelvemonth of 1992. Armed with these experiences, he established his ain architectural pattern with the aim to supply first architectural and urban design services. Designed by Abdul Harris Othman, the Serendah House is located at the Serendah territory, Rawang in Malaysia. The house attempts to make a new genre for residential architecture that meets the modern modern-day demands of client but at the same clip presents the state heritage and individuality. This house has nominated for several awards globally such as the Aga Khan Award for Architecture for 2005-2007 rhythm and the ARCASIA Gold Medal Award 2003 This paper attempts to convey an apprehension of the architect’s architectural theory through the observation and analysis of Serendah Houe. Using this architecture as primary text, this undertaking is to analyse and analyze the Serendah House in relation to its relevant architectural theories, societal, cultural and rational context.AnalysisClimateThe Serendah House is located at the border of a golf class, next to a wood modesty. Situating in the thick of a wood hill, the design has a great potency in incorporating the climatic factors into its spacial and massing planning. First and first, the major infinites in the house such as the chief deck, life and dining country and the maestro sleeping room are designed confronting to west to capture the green position and the beauty of the Sun set. We have known that the long facade of a edifice facing to east and west will increase the heat addition of the house. However, the west side of the selected site is surrounded by abundant of trees. The designer used the advantage of the site to orientate most of the major infinites confronting west to border a romantic position to the house. Due to the ideal geographical contour, the trees surrounded besides act as the shading devices for infinites like maestro sleeping room, gallery and the chief deck. For the facade confronting east which is non covered by trees, the designer has minimized the gaps to cut down heat addition into the house. Despite the assistance of the bing trees, the design of the roof construction with deep roof eaves, wickets, louvres and operable folding door at the facade besides provide shade over Sun yet let indirect natural visible radiation to perforate the interior infinites. The living country, dining country, chief deck, gallery and maestro sleeping rooms are besides designed to be unfastened or with big gaps to catch the prevailing air current, therefore the house gets first-class airing. The house was designed around the natural contour and bing trees. Assortment of gaps, Windowss timber wickets, roof spreads and louvres that positioned to be confronting the prevailing zephyr provide maximal transverse airing while the hot air will be drawn upwards, to be dispelled through the air current tower. The suites in the house are stacked up non merely for the intent of stack consequence airing but besides to cut down the impact to the wood. Sometimes, the house will acquire excessively blowy at the hillside during dark clip as the chief infinites are confronting the optimal air current way. The encircled trees are happened to be the natural parka at this point. Besides, the designer has intelligently integrated the benefit of the site contour in be aftering the drainage of the house. The broad overhang eaves aid to cast the rain H2O and the deep angle roof directs the rain H2O to the margin without the usage of troughs into the wood, reduced the impact of building to the environing wood. The designer has designed a roof garden extension with a studio infinite below it for the house. The green roof is non merely a great chilling device for the studio below ; it is besides an attack in returning the green land to the nature.ClientThe client of the Serendah house influenced the design of the house physically and spiritually. The client, Nor Aliza Abu Bakar is an creative person with strong sensitiveness to her Malays tradition and Muslim roots, a modern yet dynamic concern adult female. To do this architecture more interesting is that the client besides happened to be the married woman of the designer. Both of them shared a batch of similarities that influenced the design of the house. The purpose of the design purpose is to make a separation between the â€Å"real universe † and the â€Å"illusion† . Harmonizing to the perceptual experience of the client, her ‘real world’ is her private universe and female parent nature whereby the ‘ill usion’ is mentioning to the mundane, public, work, pandemonium and day-to-day swot. In accomplishing the construct of the client, the entryway door, tower and walls at the signifier a symbolic and physical boundary between the two universes. The heavy mass entryway tower contrasts with the visible radiation and aired atmosphere inside, supplying a feeling of come ining the private kingdom for the client. The openness interior infinites that exposed to the beauty of the nature blurred the boundaries between interior and outside, so the client can be in touch with the nature peacefully, reminding her fugitive presence in this planet. In order to heighten the major infinites quality, the private infinites that ruling the private activities of the client such as maestro sleeping room and studio for the client are exposed to the juicy verdure positions. As the client is an creative person, she is able to work in her studio that surrounded by verdure position, as a manner to acquire inspiration. The privateness of the client is concerned while be aftering the layout of the house. Due to the topography contour which is at the border of a hill side confronting the jungle, the client can bask different beds of forest position while standing in different place in the house. The upper portion of the house offers a dramatic distant wood position and it is continuously cooled by the prevailing zephyr, picturing a restful atmosphere while the private infinites such as the maestro sleeping room and studio are positioned at the lower land exposed to the nearest wood positions, offering the closest existent nature image to the client. Therefore, the noise from the exterior, public and semi-private country of the house at the upper land floor degree ( entrance degree ) can be minimize to the lower limit through the well-designed spatial layout, meanwhile it meets the construct of ‘real world’ and ‘illusion’ by the separation of difficult and soft landscape, pub lic and private country. To complement the individuality of the client, the designer borrowed the infinites such as ‘serambi’ the gallery, ‘pangkin’ the raised platform and ‘para’ ventilated kitchen shelves from the traditional slang campong house into the Serendah House. The ground of making that is because the designer and client both have a common apprehension towards their civilization and background. Hence the design of the house must be relevant to their Malayans civilization yet run into their modern life style and needs as to supply the sense of belonging.TheoriesBased onThe Phenomenon of Place by Christian Noberg-Schulz, architecture should hold the ability to do the environment meaningful through the creative activity of specific topographic points. ( Norberg-Schulz, 1995 ) The Serendah House can be defined as a meaningful topographic point for the client as it is her escape path for her day-to-day hustle modus operandi. The designer has designed harmonizing t o the human experience alternatively of barely functional agreement of infinites. The client’s needs, her backgrounds and her thought have been taken into consideration in making a piece of architecture that belongs to her but non merely a conventional house. The ‘genius loci’ of the Serendah House introduced the spirit of a Malayan house that situated at the hill side exposed to the forest positions. The designer to the full utilized the advantage of site in making the religious topographic point for the client by unfastened up the position to the tropical alcoholic verdure, bring in the female parent nature into the house. One of the maestro jury fromGold Medal, ARCASIA Award 2003has explained that: â€Å"This house has a strong physical presence. But at the same clip it has blended harmoniously with the cragged nature of the site and surroundings†¦the sensitiveness towards different spacial elements are all manifested into a fantastic expression† The Serendah House enhances the spirit of nature scene, denotes a life to the hilly side by infixing the client’s experience into it. In order to make sense of topographic point for the client, the designer has meticulously positioning every infinites in the house based on the clime, societal and cultural context. The distant hills and verdure provide ocular pleasance while the zephyr gives alleviation from the energy salvaging run downing humidness of the metropolis. The silence of the wood is a great assistance for relaxation. The designer has successfully gives the infinite a specific character. When the client lives indoors, she will be able to orientate herself, and has individuality herself with the environment. The client is able to orientate herself, has individuality about how she is in the topographic point. As an creative person, the house is designed in such manner that allowed her to prosecute her ain ‘private’ universe closest to the Mother Nature. T he client herself stated that the house has a harmonious balance and trade with paradoxes. It is cosmopolitan yet personal, non intrusive and non overpowering. She is satisfied as the house met her demands both spiritually and functionally. Based on the Prospects for a Critical Regionalism by Kenneth Frampton, intercrossed universe civilization will merely came into being through a cross fertilisation between frozen civilization on the one manus and cosmopolitan civilisation on the other. ( Frampton, 1995 ) Therefore, in denoting a new genre of Malayan lodging architecture, Harris has blended the state heritage individuality into the design while accommodating the modern-day societal demands of a house. He believes that a good piece of architecture in this epoch should be able to talk a local yet cosmopolitan linguistic communication. For Serendah House, it deals with the paradoxes. From the transmutation of the stiff concreteness at the entryway tower to the interior dynamic infinites with openness program reveal the combination of the attacks of the designer in uniting the slang and modern architecture together. The usage of concrete construction for the tower and chief construction reveals the cosmopolitan linguistic communication for modern-day architectural stuffs while the lumber construction represents the tropical civilization scene of the house in Malaysia. Critical regionalism suggests the usage of local stuffs and craftmanship, and reactivity to visible radiation and and clime. In this instance, the designer has extensively used the local stuffs such as chengal lumber, ,resak lumber, belian lumber herpes zosters wood, and sand rock slate floors to showcase the presence of the house in response to the tropical scene. He has the designer has intelligently integrated the local stuffs with modern lodging architecture that response to climatic factors. The incursion of natural visible radiation and cross airing through the lumber wickets, lourves and turn uping door show the integrating of basic cardinal elements rule of the peculiar site in farther enhancing that the design is a site-specific architecture. The house is non intended to simply denote the slang ; it does combined interaction of clime, civilization and trade that express the critical regional individuality.Discussion and DecisionSerendah House has no uncertainty in stand fori ng its designing designer, Abdul Harris Othman. Overviewing from his childhood background, educational exposure and working experiences, the award winning Serendah House shows his architectural perceptual experience and theories towards architecture today. From the analysis of the external contributing above, the attacks of the designer in planing the Serendah House have been implemented exhaustively from climatic facet, the demands of clients, contextual and senses facets. It is decidedly a state house that represents the Malaysia context architecture yet non abandoning the cognition that he learned from the West about the modern architecture theory. The house might hold paradoxes in uniting the modern and common architecture. At the first glimpse, one might experience it looks excessively traditional or symbolical to Malay’s common architecture while most lodging these yearss have taken the modern modern-day subject to their place redevelopment design and the traditional elements of the state are hardly seeable except in the types of ornaments used within the place itself in Malaysia. The signifier of the roof of the Serendah house is chiefly influenced by the architect’s background that exposed to a batch of transverse civilization tradition such as Bidayuh and Thai. Through his extensively travel experience, he besides aware the transmutation of modern architecture and the importance of cultural individuality of a state. His sensitiveness towards cultural context inspires him to come across with a design that fulfills the modern and cultural heritage individuality. Our ain state tends to pretermit the ain unique individuality by seting the postmodern design construct without sing whether it is contextually suited or non. In fact, architecture in Malaysia or in tropical regional context should be incorporating the modern functional design yet uniting with the local context individuality. The hybridisation of the functional modern design standards and the spirit of the contextual siteshould be farther heightening in the lodging architecture in Malaysia. The signifier of the Serendah House might be non every bit appealing as other lodging design, but its meaning evokes the liquors of the tropical alcoholic forest Malaysia context that able to remind one’s presence in the planet when you been to the house. Harris has taken a great enterprise in conveying a new coevals of Malaysia residential architecture which can be identified globally as a great piece of Malaysia Architecture but non simply a great piece of architecture. The construct ofmastermind venueis exellently adapted. MentionsAndo, T. ( 1995 ) . Toward New Horizons In Architecture. In K. Nesbitt,Speculating A New Agenda For Architecture: An Anthology of Architectural Theory 1965-1995( pp. 458-461 ) . New York: Princeton Architectural Press. Chan, E. J. ( 2013, June 28 ) .Architechnique Theme for DaATUM: KL 2013. Retrieved from The Edge Malaysia: hypertext transfer protocol: //www.theedgemalaysia.com/property/243348-architechnique-theme-for-datum-kl-2013.html Davies, C. ( 2011 ) . Chapter4: Space. In C. Davies,Thinking About Architecture: An Introduction to Architectural Theory( pp. 62-81 ) . London: Laurence King Publishinhg. Frampton, K. ( 1995 ) . Propects For A Critical Regionalism. In K. Nesbitt,Speculating A New Agenda For Architecture: An Anthology of Architecture Theory 1965-1995( pp. 470-481 ) . New York: Princeton Architectural Press. Norberg-Schulz, C. ( 1995 ) . The Phenomenon of Place. In K. Nesbitt,Speculating A New Agenda For Architecture: An Anthology of Architectural Theory 1965-1995( pp. 414-425 ) . New York: Princeton Architectural Press. Powell, R. ( 2008 ) . Serendah House. In R. Powell,The New Malaysian House( pp. 206-215 ) . Hong Kong: Periplus Editions ( HK ) Ltd. Group, R. H. ( 2013 ) .RDA Harris Architects+Urban Designers. Kuala Lumpur: RDA Harris International. Serendah House, Serendah, Malaysia. ( n.d. ) . Retrieved from RDA Harris Design Group: hypertext transfer protocol: //www.rdaharrisdesign.com/r7.html Traditional Home Design Gets A Modern Twist by RDA Harris International. ( n.d. ) . Retrieved from Habitat: hypertext transfer protocol: //www.habitat-my.com/index.php/design-stories-page/12-article-type/bungalow/170-traditional-home-design-gets-a-modern-twist-by-rda-harris-international? xpert=off

Street Food An Integral component of the Cultural branding of Delhi - Free Essay Example

Sample details Pages: 6 Words: 1775 Downloads: 9 Date added: 2017/06/26 Category Food Essay Type Narrative essay Level High school Did you like this example? Street Food: An Integral component of the Cultural branding of Delhi TABLE OF contents Headings page no. Introduction5 Areas and spread6 Statement of problem7 Research objective8 Hypothesis8 Sources of data9 Literature Review10 Expected Outcomes11 Future Implications12 Bibliography12 INTRODUCTION Street Food: An Integral component of the Cultural branding of Delhi Street food of Delhiis the food sold byhawkersfrom portablestallsinDelhi It is one of the characteristics of the city.The city is known for its distinctivestreet foods.Although street food is common all over India, street food in Delhi is noted because people from alleconomic classes eat on the roadside almost round the clock and it is sometimes felt that the taste of street food is better than restaurants in the city.Many Delhiites like a small snack on the road in the evening. People of Delhi cut across barriers of class, religion, gender and ethnicity are passionate about street food.Street food vendors are credited by some for developing the citysfood culture. Street food in Delhi is relatively inexpensive as compared to restaurants and vendors tend to be clustered around crowded areas such as colleges and railway stations. Talking about New Delhi, the capital of India has numerous variet ies of street food from all over the country as well as abroad. Delhis cuisine is highly influenced by its neighborsUttar Pradesh, Haryana, Punjabas well as Mughalai cuisine. Among vegetarian dishes, sabzi kachauri (sabzi is usually spicy potato curry, kachauri can be plain as well as stuffed), dahil bhalla and various other varieties of chaat are hugely popular. Certain parts of Old Delhi which includeChandani Chowk andChawadi bazar have numerous street food vendors who have been in business of selling authentic Indian street food for three or more generations. Parathe wali gali is noted as the most popular street food in Delhi.Other noted street foods in Delhi includesamosa, Jalebi, Golgappe, choleykulkche,Dahi bhalla, khasta papdi,aloo chat, Rabdi faluda, momos andDosas all of which are vegetarian. In terms of non-vegetarian offeringsomelette-pav, kebabsand Tandoori chicken, are found on Delhi streets.The amount of variety of street food is attributed to the cosmopolitan cultu re of the city.In the 1980s IndianisedChinese foodwas an emerging trend on Delhi streets. Kulfi(a type ofice cream), gola(type of ice cone) and rabdi faluda are among the desserts and coolants found on Delhi streets.Apart from snacks, Delhi has several juice and milkshake bars on the roadside that offer a variety of juices and milkshakes.FreshSugarcane juice vendors are synonymous with Delhi roads and offer a cheap form of refreshment. Tea vendorà ¢Ã¢â€š ¬Ã¢â€ž ¢s cycle around the city, selling the beverage hot on the streets. Street vendors normally remain unaffected by general strike calls and do business all year around.Paan, abetel leafpreparation eaten as a mouth fresher post meals in Indiais also sold at Delhis roadside stalls Areas and spread Chandani Chowk, often called the food capital of India, is famous for its street food. The variety consists ofsnacks,especially chaat. If you wish to enjoy it, shed your high-brow attitude to soak in the flavors and delicacies. Chandani Chowk resembles a fair everyday. The streets are lined withhalwais(sweet-sellers),namkeenwallahs(sellers of savouries) andparanthewallahs (sellers of rich, flaky breads soaked in ghee). Coming back to Chandni Chowk, the Old and Famous Jalebiwala just before Dariba Kalan. Refreshing with a delicious plate of hot jalebis a sweet made by deepfrying batter in a kind of pretzel shape and then soaked in syrup. Also the Jama Masjid area that buzzes with activity. The aroma of food wafts to your nose from the Urdu Bazaar facing Gate No. 1 of the Masjid and a side street called Matia Mahal. The smell of fresh fish, aromatic kebabs and fried chicken is in the air. Vendors sell kebabs and tikkas wrapped in rumali roti (paper-thin bread) at throwaway prices. The Mutton Burrahs here are easily the best in the city. They are practically the only place to serveNihariandPaaya, which are all sold out by 8.30am Other unmissables are Stew,Mutton Korma,Shammi KababandShahjahani Korma bes ides that Butter Chicken originated at the Moti Mahal, Darya Ganj in the 1950 Ghantewala at Chandni Chowk is more than 200 years old. The sweets here are prepared in pure desi ghee. Highly recommended are the SohanHalwa Papdi,Pista SamosaandBadam Burfi truly sinful pieces of heaven on earth. 1.2 STATEMENT OF PROBLEM After having an in-depth observation of the city and the publications by the Food Safety and Standards Authority of India it has been clear that the basic hygiene and health facilities are not there in majority of places offering street foods. From the most haphazard streets of chandni chowk to the most expensive streets like khan market in Delhi the hygiene facilities are improper and unbalanced which is ultimately deteriorating the cultural equity of Delhi. Other issues of concern are:- Don’t waste time! Our writers will create an original "Street Food: An Integral component of the Cultural branding of Delhi" essay for you Create order Brand image of the city Delhi with respect to its most famous street foods. Changing food habits of Delhiites Changing consumer tastes and preference Need for organized marketing efforts 2. RESEARCH OBJECTIVE To know about the importance of the street food in maintaining the cultural branding of Delhi To measure the way through which Delhià ¢Ã¢â€š ¬Ã¢â€ž ¢s cultural equity can be sustained. To know about the people emotional positioning with the Delhi street foods. To identify the role and impact of organized marketing efforts for street food vendors. To study about the changing habits of Delhiites in the contemporary Delhi. To study about how consumers taste and preferences are changing with the time 3. HYPOTHESIS Street Food culture of Delhi has strengthened the cultural equity of the city The Street food culture of Delhi have always been an integral part in building the cultural image of Delhi. The wide variety of street foods, the fascinating street food culture and the love of the people for the street food have always been a major factor in attracting large number of people to the streets of Delhi and hence ità ¢Ã¢â€š ¬Ã¢â€ž ¢s something that is strengthening the cultural equity of the city. SOURCES OF DATA 4.1 PRIMARY SOURCES For gathering primary information for my project I collected the primary data in following manner:- 1- Direct personal observation à ¢Ã¢â€š ¬Ã¢â‚¬Å" Basically it is an observational study so I will explore all the major street foods in several locations of Delhi and there I will observe the overall culture of the Delhi with respect to its street food, the love of people for the street foods, the cultural branding generating from street foods and the problems arising in this sector and thus by finding out ways for them 2 Indirect Oral Interviews As a part of primary research I will ask questions to people who are street food lovers and about their emotional attachment for the Delhi street foods, their views about the cultural branding of Delhi with respect to its street food and about the changes that has aroused with the time in the street food culture 4.2 SECONDARY SOURCES These are some of the ways of collecting secondary data I have used:- 1- Blogs- Delhi blogspot Street food of delhi Personal blogs 2- Newspapers à ¢Ã¢â€š ¬Ã¢â‚¬Å" The Times of India Local Regional Newspapers 3- Magazines- Timeout Delhi India today Delhi beats 4- Literature Review 1. New research reveals Delhi favors street food over health concerns (NeHA PUSHKARNA) Few can tide over love to see the flaws. That explains Delhis bond with its street food. Its not easy to hold back when your taste buds crave for some chatpate chhole bhathure, crispy kachouris or steamy momos.The aim of our project was not to suggest that people should stop eating street food. Many of these vendors are illiterate and do not understand the concept of hygiene and food safety. They need to be made aware people and the vendors. 2. Street foods in developing countries: lessons from Asia (F.G. Winarno and A. Allain) Urban population growth has stimulated a rise in the number of street food vendors1in many cities throughout the world. Migration from rural areas to urban centers has created a daily need among many working people to eat outside the home. Demand for relatively inexpensive, ready-to-eat food has increased as people, especially women, have less time to prepare meals. In some parts of Europe and North America street foods, whi ch originated in Asia, Latin America and Africa, have become an integral part of the local food scene. At the same time, one cannot ignore the tremendous expansion of the major fast food companies. While consumers in industrialized countries are increasingly fascinated by traditional or ethnic foods, many in developing countries seem to be succumbing to the hamburger assault 3.Keeping up appearances: perceptions of street food safety in urban Kumasi, Ghana (Thilde RheinlÃÆ' ¤nder,Mette Olsen and John Abubakar Bakang) This study found that the emphasis on aesthetics, appearances, and presentation of food and personal trust in vendorà ¢Ã¢â€š ¬Ã¢â‚¬Å"consumer interactions were the most important parameters for assessing food safety among consumers and vendors of street food in Kumasi. Also, vendorsà ¢Ã¢â€š ¬Ã¢â€ž ¢ biomedical food safety knowledge did not seem to translate into safe food practices. Therefore, notions of food safety are clearly diverted from microbiological notions of hygiene or health risks and biomedical notions of food safety. Instead, they are shaped by strong sensorial, social, and normative dimensions of food quality and rely on individual assessments and perceptions of food safety.Keeping Up Appearances: Perceptions of Street Food Safety in Urban Kumasi, Ghana 5. EXPECTED OUTCOMES With this research I am expecting to come out with several results some of them are as follows:- Æ’Ëœ What are the major factors that attracts the people from all over the India to come to streets of Delhi for its amazing street food Æ’Ëœ Ways and suggestions through which this brand equity of Delhi with respect to its street food culture can be maintained. Æ’Ëœ What can be the organized marketing strategies for street food vendors? Æ’Ëœ What can be the ways of promoting the street food of Delhi all across the nation 6. FUTURE IMPLICATIONS: After conducting this research I am hoping to come out with excellent results and strategies so that in future people of Delhi wonà ¢Ã¢â€š ¬Ã¢â€ž ¢t have to think twice before digging into all the lip-smacking street food of Delhi while out on the town and the rich cultural equity of Delhi which it possess with respect to its food culture can be sustained and glorified. 7. BIBILOGRAPHY: à ¢Ã¢â€š ¬Ã‚ ¢ https://www.ncbi.nlm.nih.gov/pmc/articles/PMC2587647/ à ¢Ã¢â€š ¬Ã‚ ¢ https://delhistreetfood.blogspot.in/ à ¢Ã¢â€š ¬Ã‚ ¢ https://streetfoodofdelhi.blogspot.in/ à ¢Ã¢â€š ¬Ã‚ ¢ https://www.dailymail.co.uk/indiahome/indianews/article-2283465/New-research-reveals-Delhi-favours-street-food-health-concerns.html à ¢Ã¢â€š ¬Ã‚ ¢ https://www.hindustantimes.com/india-news/newdelhi/from-may-eat-street-food-in-delhi-without-any-fear/article1-1182377.aspx Keeping Up Appearances: Perceptions of Street Food Safety in Urban Kumasi, Ghana

French Demonstrative Adjectives Adjectifs Démonstratifs

The French demonstrative adjectives—or  adjectifs dà ©monstratifs—are words used in place of articles to indicate a specific noun. In French, as well as in English, a  demonstrative adjective  is a  determiner  that points to a particular  noun  or to the noun it replaces. There are four demonstratives in French and English: the near demonstratives,  this  and  these, and the far demonstratives,  that and those. This  and  that  are  singular, while  these  and  those  are  plural. In French, things get a little  trickier. As in English, French, demonstrative adjectives must agree in number with the noun they modify, but they must also agree in  gender. Once youve determined the number  and  gender of a noun in French, you can choose the correct demonstrative adjective form to use. Masculine Singular Ce is the masculine singular demonstrative adjective in French. The table below shows two examples of the correct use of ce  in a sentence, followed by the English translation. Ce: Masculine Singular English Translation Ce prof parle trop. This (That) teacher talks too much. J'aime ce livre. I like this (that) book. Ce becomes cet in front of a masculine noun that begins with a vowel or  mute h. Cet: Masculine Singular English Translation Cet homme est sympa. This (That) man is nice. Je connais cet endroit. I know this (that) place. Feminine Singular Cette is feminine singular. These examples show how to use  cette  in a sentence, followed by the English translation. Cette: Feminine Singular Engish Translation Cette idà ©e est intà ©ressante. This (That) idea is interesting. Je veux parler à   cette fille I want to talk to this (that) girl. Masculine or Feminine Plural Interestingly,  ces  is the plural demonstrative adjective for both feminine and masculine nouns. To put it another way,  ces  is the only plural demonstrative adjective: Cettes does not exist. Ces: Masculine or Feminine Plural English Translation Ces livres sont stupides. These (Those) books are stupid. Je cherche ces femmes. I'm looking for these (those) women. Use the Suffixes The singular demonstrative adjectives ce, cet, and cette can all mean this or that. Your listener can usually tell by the context which you mean, but if you want to stress one or the other, you can use the suffixes -ci (here) and -là   (there), as the following examples demonstrate: Ce, Cet, Cette English Translation Ce prof-ci parle trop. This teacher talks too much. Ce prof-là   est sympa. That teacher is nice. Cet à ©tudiant-ci comprend. This student understands. Cette fille-là   est perdue. That girl is lost. Likewise, ces can mean these or those, and again you can use the suffixes to be more explicit: Ces English Translation Je veux regarder ces livres-là  . I want to look at those books. Je prà ©fà ¨re ces pommes-ci. I prefer these apples. Ces fleurs-ci sont plus jolies que ces fleurs-là  . These flowers are prettier than those flowers. No Contractions The demonstrative adjective ce does not contract: In front of a vowel, it changes to cet. So c in the expression cest is not a demonstrative adjective: It is an indefinite demonstrative pronoun.  Indefinite demonstrative pronouns can refer to something abstract, like an idea or a situation, or to something indicated but unnamed.  Some examples are: C’est: Indefinite Demonstrative Pronoun English Translation C'est une bonne idà ©e! That's a good idea! C'est triste de perdre un ami. It's sad to lose a friend. C'est la vie. That’s life. Tips and Hints Despite the myriad rules, determining the correct demonstrative adjective to use in French is really not as difficult as it seems. There are only four possibilities:   ce  for the masculine singular before a noun;  cet  for the masculine singular before a vowel; cette  for the feminine singular, and ​ ces for all plural forms,  as the following table shows: English Masculine Masculine Before a Vowel Feminine this, that ce cet cette these, those ces ces ces Since the possibilities for French demonstrative adjectives are so limited, the real key to understanding how to use these important words is to learn the gender and number of  French nouns.  Indeed, it is very important to learn a nouns gender and number because  articles, some pronouns, some  verbs, and, of course, demonstrative adjectives, have to agree with nouns. And therein lies the real work if you seek to master the French language.