Science Investigatory Project Essay Example for Free

Science Investigatory Project Essay Dissatisfaction and discouragement are not caused by the absence of vision. Many things from afar are cannot be seen by the naked eye. Unlike cameras, eyes don’t have the capacity to magnify or zoom. In today’s generation, many people call for the use of binoculars but not everyone can afford. Due to this problem, the researchers decided to conduct this study â€Å"Improvised Binoculars out of worn-out gadgets.† To seek an alternative and affordable binoculars. Binoculars are a pair of identical or mirror-symmetrical telescopes mounted side-by-side and aligned to point accurately in the same direction, allowing the viewer to use both eyes when viewing distant objects. Most are sized to be held using both hands, although sizes may vary from opera glasses to large pedestal mounted military model unlike a telescope, binoculars give users a 3 dimensional image: for nearer objects the two views, presented to each of the viewer’s eyes from slightly different viewpoints, produce a merged view with an impression of depth. Modern binoculars consist of two barrel chambers with an objective lens, eyepiece and a prism inside. The prisms reflect and lengthen the light while the objective lenses enhance and magnify images due to stereoscopic vision. As telescopes were improved, binoculars evolved. Binoculars consist of an objective lens and eyepiece with two facing, right angle prisms arranged to invert and correct two facing, right angle prisms arranged to invert and correct the orientation of the image. The applications of binoculars are vast, ranging from being used in military operations to leisure activities. A must for bird-watchers and hunters, bi noculars are even used at sporting events by spectators who may be seated far from the action, thus using binoculars to get clearer and closer views of the action. Many tourist destinations around the world also have swivel-mounted binoculars to allow tourists to get better views of distant objects. In professional situations, militaries use binoculars for day-to-day operations. Binoculars are essential for them as with the binoculars, the military personnel would be able to spot enemies at a distant and take the necessary action. Not only that, they can also safeguard their territory and prevent and intruders from coming in. Their use, together with sophisticated 21st century technology makes the military much more efficient than it previously was. Statement of the Problem The main purpose of the study is top produce a simple improvised binocular. The researchers aim to answer the following questions: a. What are the methods to be used in constructing simple prism binoculars? b. Are binoculars a good magnifier? c. Compare the improvised prism binocular with commercial binoculars. Hypotheses * Null Hypotheses (Ho) There is no significant difference between the images magnified on the improvised prism binoculars and that on the commercial binoculars. * Alternative Hypotheses (Ha) There is a significant difference between the images magnified on the improvised prism binoculars and that on the commercial binoculars. Significance of the Study Binoculars are a handheld optical instrument composed of two telescopes and a focusing device, and usually having a prism to increase magnifying ability. Binoculars are used to view distant objects using both eyes. The applications of binoculars are vast, ranging from being used in military operations to leisure activities. A must for bird-watchers and hunters, binoculars are even used at sporting events by spectators who may be seated far from the action, thus using binoculars to get clearer and closer views of the action. Many tourist destinations around the world also have swivel-mounted binoculars to allow tourists to get better views of distant objects. An example can be the Grand Canyon, where tourists would not be able to see far away objects, thus these binoculars have been installed for the convenience of the tourists. In professional situations, militaries use binoculars for day-to-day operations. Binoculars are essential for them as with the binoculars, the military person nel would be able to spot enemies at a distant and take the necessary action. Not only that, they can also safeguard their territory and prevent and intruders from coming in. This will give the researchers an idea of making improvised prism binoculars. Some consider cans, lenses from worn-out gadgets and caps of plastic bottles as waste and there is nothing to do with them. But these materials can be a good raw material that has the potential in making improvised binoculars, which will help to see distant objects, instead of buying those expensive binoculars. This is the reason why the researchers will make an improvised prism binocular. Scope and Delimitation This study will only focus on making improvised prism binoculars from gadgets that are no longer in use or worn out. This study will show the steps and the procedures to make simple prism binoculars and show the comparison between the said binoculars and the commercial ones. II. A. Review of Related Literature History of binoculars Almost from the invention of the telescope in 17th century the advantages of mounting two of them side by side for binocular vision seems to have been explored. Most early binoculars used Galilean optics; that is, they used a convex objective and a concave eyepiece lens. The Galilean design has the advantage of presenting an erect image but has a narrow field of view and is not capable of very high magnification. This type of construction is still used in very cheap models in and in opera glasses or theater glasses. The Galilean design is also used in low magnification binocular surgical and jewelers loupes because they can be very short and produce an upright image without extra or unordinary erecting optics, reducing expense and overall weight. They also have large exit pupils making centering less critical and the narrow field of view works well in those applications these are typically mounted on an eye-to-eye glass frame or custom-fit onto eye glasses. An improved image and high er magnification can be achieved in binoculars employing keplerian optics, where the image formed by the objective lens is viewed through a positive eyepiece lens (ocular). This configuration has the disadvantage that the image is inverted. Porro prism binoculars are named after Italian optician Ignazio Porro who patented this image erecting system in 1854 and later refined by makers like the Carl Zeiss Company in the 1890’s. Binoculars of this type use a porro prism in a double prism Z-shaped configuration to erect the image. This feature results in binoculars that are wide, with objective lenses that are well separated but offset from the eyepieces. Porro prism designs have the added benefit of folding the optical path so that the physical length of the binoculars is less than the focal length of the objective and wider spacing of the objectives give a better sensation of depth. Thus, the size of the binoculars is reduced. Binoculars using roof prisms may have appeared as early as the 1870’s in a design by Achille Victor Emile daubresse. Most roof prism binoculars use either the Abbe-Koenig prism (named after Ernst Karl Abbe and Albert Koenig and patented by Carl Zeiss in 1905) or Schmidt-Pechan prism (invented in 1899) designs to erect the image and fold the optical path. They have objective lenses that are approximately in line with the eyepieces. Binoculars tend to come in two main styles, the Roof Prism and the Porro Prism design, both have their unique advantages and disadvantages over each other and so often it will be down to your specific needs and preferences as to which you should choose. Roof Prism Binoculars one of the two main styles of binoculars is the Roof Prism (the other being Porro Prism), this refers to the type of prism used in their construction. In this design the prisms are aligned with each other in a straight line, and thus they tend to be sleeker and more compact binoculars than the Porro prism design. You can easily identify a roof prism binocular as the eyepieces and the large objective lenses line up with each other. Roof Prism Binoculars Advantages: * Compact Design * Less internal parts than porro prism design, so less to go wrong and easier to make dust and waterproof. Disadvantages: * The image quality of roof-prism binoculars can suffer slightly because of the aligned prisms, although the top models of the roof-prism and porro-prism binoculars are now generally considered to have equal optical quality. To be really good, roof prism binoculars have to be in the high price range. Do not attempt to economize on roof prism binoculars. * Good for Ideal general use binoculars that can be used for bird-watching, wildlife viewing and at sporting events. Porro Prism Binoculars It is easy to identify a Porro Prism binocular because the eyepieces and the objective lenses are offset from each other (objective lens is not in line with the ocular lens), this is because of the design of the prism (porro) used in its construction. Advantages: †¢ Porro prisms have objective lenses spaced wider than roof prisms, and so can produce a slightly better stereoscopic image than the roof prism design. †¢ Cheaper to make quality porro prisms than roof prisms so they tend to be cheaper to buy. Disadvantages: †¢ Less compact design than roof prism binoculars †¢ More moving parts, more to go wrong and harder to make fully water and dust proof. Good For Like the roof prisms, porro prism binoculars make perfect general use optics ideal for things like bird-watching, wildlife viewing and at sporting events. Review of Related Studies Creating Binoculars The prismatic telescope is an astronomical telescope plus a pair of prisms for erecting the image. The most common example of this type of construction is the binocular instrument. One half of a binocular is a monocular. Some telescopes are used for a specific purpose and are named accordingly. A typical example is a spotting scope, which is used to view the target in rifle shooting. Prisms: Prisms are polished, angular pieces of glass, the kind commonly used in telescopes being 45-45-90-deg. prisms. The long side is the face, while the two short sides are the reflecting surfaces. The size of the prism is the width of the face Made specifically for telescopes, the prisms are grooved across the face in order to make a definite dividing line and avoid ghost images which would be caused by overlapping rays at this point. The ends are usually rounded to conserve space. The prime advantage of the prism erecting system is compactness. It adds somewhat to the bulk of the instrument but shor tens the length considerably. The prism glass has an elusive quality of brilliance but actually the light loss through the two prisms is somewhat greater than through the two erecting lenses of a lens erecting system. The 23X prismatic spotting scope This design calls for a 20-in. focal length objective, which, with a 22-mm. focal length eyepiece (from Army 6X), gives 23-diameter magnification. Prisms are 1-in. face. The scope body is of wood construction in simple box form. The first prism, the one the light strikes first, is located in an upright position at the back of the box; the second prism is mounted flat on the box bottom. Plywood spacers hold the prisms in place and also provide for the passage of the cone of light admitted by the objective. The eyepiece is fitted in a threaded mount. This type of focusing is satisfactory at set distances but is much too slow for general use. If you want this scope for general observation, it should be fitted with spiral focusing like the 10X monocular to be described later. It would also be practical to focus with a simple draw tube system. The principal point of the construction is to get the various holes lined up square. Use prism center lines as a guide and locate all holes from one master pattern drawn on cardboard Base on which the floor flange is mounted pivots on a carriage bolt and is tilted by means of a tilting screw. Designing- prismatic telescopes Designing your own prismatic telescopes follows much the same procedure as used for astronomical and terrestrials. Primary consideration should be given the objective and eyepiece. The prisms contribute nothing to the magnification; therefore, the power you want must be obtained entirely by the ratio of FO to FE. Prisms should be of such a size or so located as to receive the full cone of light from the objective, although it is practical to sacrifice extreme edge rays. The layout (at top of drawing) is what you make to determine the size and location of prisms and also the general overall dimensions. In this example, the objective has a 52-mm. diameter by 193-mm. focal length (from Navy 7X binocular) and the prisms are 1-in. face (from Navy 7X). As used by the Navy, this glass has a 27-mm. eyepiece, which gives a magnification of 7 diameters. If you want higher magnification, you have to use a shorter focus eyepiece. The Army 6X binocular eyepiece, 22 mm, could be used and would giv e you 9X. The eyepiece shown uses an Army binocular eye lens, but a shorter focus field lens, the combination giving 20-mm. focus, hence, about 10X magnification. The preliminary calculation should determine the exit pupil and luminosity. This glass has excellent illumination at 92 percent. However, Don’t get the idea that the 13 percent rating of the 23X spotting scope is hopeless—13 percent is a good value for anything over 20X magnification. It is worth mentioning here that prism instruments are often rated for illumination on the basis of the exit pupil squared. Thus, if the scope has a 5-mm. exit pupil, it would be rated 25. Using this calculation, the 100 percent standard would be the normal size of the eye pupil, squared: 25 for daylight and 49 for night. Bench setup Set up the objective and focus on well-lighted copy or a bare light bulb, not less than 20 ft. from lens. Use tracing or waxed paper as a ground glass to pick up the image as in Fig. 49. Measure the distance from the rear side of the objective to the image plane. Start your layout and transfer this dimension to the layout. Next, put the two prisms face to face and move the assembly back and forth until you pick up a sharp image of the copy or light bulb. Measure the distance to the face of the first prism and set off this distance on your layout, now you will note that the distance the light travels through a 1-in. prism is 2 in., a total oX 4 in. for both prisms. Set off this distance, C, on your layout to establish the back image plane. Determine the image size. In this instance, the multiplying factor is .070, and this figure multiplied by the focal length of the lens (7% in.) gives .53 in. for the image size. Call this Ha in. for an even figure and mark the image size at the normal image plane and again at the back image plane, as indicated by L. Draw lines K and M representing the marginal rays and the full cone of light. Your prisms must catch the marginal rays K and also as much of the weaker edge rays as possible. The best way to determine prism-placement is to make -two 1 by 2-in. oblongs of cardboard or celluloid. Manipulate these over your layout. The forward edge of the first oblong represents the face of the first prism. You can tell at a glance how far forward you can push it and still pick up the marginal rays. The distance between the two oblongs is the spacing between the prisms. The distance between the back edge of the second oblong and the back image plane must be sufficient to permit focusing. What you finally arrive at in this case is D, %s-in. allowance for the distance the image plane will set inside the eyepiece tube; E, % in. for focusing travel; F, %-in. prism spaci ng; G, 2 in., the distance through the second prism; H, %-in. prism spacing again, coming back; I, 2 in. for the first prism, arriving at J,-the face of the first prism. This may sound complicated, but it is really very simple if you are actually on the job. If desired, you can now draw an outline of the prisms. This shows both prisms flat; the same way you test them in the bench setup. At this point J, it will be noted that the face of the prism catches all of the marginal rays and about halfway out to the lines representing the full cone of light. As mentioned before, it is practical to sacrifice some or all of the weak edge rays, so that this placement of the first prism face is quite satisfactory. What next? Well, you know that the maximum cone of light you can catch on the first prism is 1 in. in diameter at J, so lines drawn from here to image size at the back image plane will establish guide lines for hole diameters needed to pass this same cone of light back to the image pla ne. These lines are marked N in the drawing, and O, for example, shows the diameter of the hole at the back face of the second prism. If you want to use one or more glare stops ahead of the prisms, the hole diameters are determined in the same way, as at P. Monocular construction You will need two wood blocks exactly 1 in. thick to house the prisms. The Vs-ia spacing between prisms is taken up by a spacer of %-in. plywood, and similar plywood pieces are used at the back and front of the housing. The whole thing is glued up like a triple Decker sandwich, the prisms being held securely in the cutouts and between the various layers. Work carefully to prism center lines. Be sure that prisms are exactly at right angles since any rotation here will rotate your image twice as much. Prisms must be spotlessly clean and polished. The eyepiece tube is 1 in. in diameter, this size permitting it to work alongside No. 1 prism; Focusing is by means of a spiral groove cut half way across the eyepiece. Shows the monocular partly assembled and also shows how the turning which joins the main tube to the prism housing is cut away to fit over the second prism covered with a gray pebble-grain oilcloth. General notes Cut the main tube long when making any prism telescope. Check the final position of the objective by actually using the instrument; run the eyepiece in as far as it will go and then place the objective so that distant objects are in focus. Then the full focusing range is available e for picking up nearer objects. The 23X spotting scope £ will focus down to about 40 ft.; the 10X monocular to about 30 ft. or even 20 if you want to make it that way. If you use spiral focusing, it is necessary to know in advance how much you will need for focusing. This travel will be very short with a short focus lens, but much longer with a long focus objective. Allow % in. for lenses less than 10-in. focus; % in., up to 14-in. focus; 1% in. at 18 and 1% in. at 20. These allowances will let you focus down to 30 or 40 ft. in all cases, -possibly closer. When you make a bench setup at close range , remember that this represents the maximum extension of your telescope. If you make a bench setup by focusing on a distant object (this is advisable if you are using an objective of over 20-in. focal length) the setup will represent the telescope at its shortest draw. The Kellne r type of eyepiece gives best results with all prismatic instruments. The objective should always be a cemented achromat. If the lens is not cemented l^^^^^^^ M when you get it, you can dummy test it by cementing with glycerin. Final cementing should be done with Canadian balsam; i n a pinch you can use a good grade of water white (clear) lacquer. The diameter of the objective controls the luminosity of the telescope. The diameter of the objective does not control the field of view; except in the Galilean instrument, you can see just as much through, a small objective as a large one.

The Perception of Pain :: Senses Medical Essays

The Perception of Pain At some point in life, all people experience pain. The presence of pain can prevent further damage to an injured area or even prevent an injury from occurring, but pain that continues, after treatment or even after healing, can be debilitating (Loeser and Melzack, 1999). Stephani Curtis (1997) presents a case study of a 32-year-old woman, Mrs. J, who injured her lower back when she fell off a horse. As a result of this accident, Mrs. J experienced a ruptured lumbar disc. The treatment, a lumbar laminectomy, failed to alleviate her pain. Due to the pain and the effects of her prescribed medication, Mrs. J was forced to curtail her activities, and she had to quit her job as a truck driver. Psychologists, neurosurgeons, and other health-care professionals research to relieve pain for patients like Mrs. J. This much needed research offers hope for the millions of people whose lives have been disrupted by pain, such as chronic pain, hyperalgesia, and allodynia. While pain has always been present in humans' lives, Loeser and Melzack (1999) report that it is in only the past 30 years that pain research has made advances in both the treatment and the understanding of pain. There are three basic categories of pain: transient, acute, and chronic. Short-term, or transient pain, serves to protect an individual from any lasting damage. Nociceptive transducers activate this beneficial kind of pain in daily life when people stub a toe or get a mild sunburn. People rarely seek medical care to address transient pain symptoms. The pain itself motivates the person to stop the harmful activity to prevent additional pain and damaging injury. When damage does occur to an injured area, nociceptive transducers also activate acute pain, another beneficial type of pain. A broken bone or a tissue-damaging burn are examples of this medium-duration pain. People normally go to the doctor to aid the natural healing of the body and to reduce pain. Acute pain rarely continues for longer than three months; although, continuous acute pain from malignant diseases can last longer. The final category of pain, chronic, presents many challenges to both patients, like Mrs. J, and health-care providers. The pain fails to cease after treatment or even after healing in some cases. The body may be unable to heal as in the amputation of a limb. Pain experienced in the missing limb is known as phantom limb pain (Loeser and Melzack, 1999; Pain Drain, 1999).

Poet Compare/contrast Essay

John Steinbeck and Ernest Hemingway were drawn to different aspect of life, which was shown in their writing as naturalistic and realistic, respectively. The similarities of these two writers were primarily surface similarities- not only did they live and write in the same time period, but both also won the Pulitzer Prize for literature ten years apart from each other. Although alike in many ways, Steinbeck and Hemingway had completely different approaches to their writing. John Steinbeck had youth on his side – the passion, the child eyes, and the heart of what a true writer looks for in his writing. Hemingway had the wisdom of mind. Though Hemingway was only three years older, Steinbeck did not begin writing until at least nine years after Hemingway published his first major novel, A Farewell to Arms (1929). Throughout Steinbeck?s life he looked at the world for his inspiration. During Steinbeck?s early adult years, the world was an ugly place for a writer. What good would a writer be in a Great Depression if no one could afford to buy his books? College was not an option for his future. Getting a job, and then keeping it, was something to be worked at. Even Ernest Hemingway knew this fact of life; and soon after high school he, too, began to search for a career. Hemingway?s immediate future, during World War I, Happened to include being an ambulance driver for the Red Cross and fighting for his county. After the war he continued to write and publish till his death of self-inflicted wounds. Personal experience was the basis for the writing of both Steinbeck and Hemingway. Writing was not for love or heroes, but for capturing the story of life on paper. Appealing to the people is what made John Steinbeck and Ernest Hemingway the role models set forth today, and what made them the pacesetters for writing.

The Is Not Our Type - 943 Words

On Monday, September 14, my partner and I set out to find someone that was â€Å"Not our Type†. When I first heard about the assignment I was extremely nervous for what would lie ahead. I’m not a very talkative person and hardly ever just have random conversations with people that I don’t know. I knew that this assignment would certainly get me out of my comfort zone, and cause me to really branch out. A huge part of talking to others about Christ is to just start up a simple conversation to work off of. It can become even more difficult when someone has a different background or separate moral values. I was by no means looking forward to the awkwardness that would possibly lie ahead, we decided that the best place to start would be Walmart since people are there 24/7. We walked in at around 9 p.m. and started our search. After about 20 minutes we finally decided to make our move on someone. We walked up to a young man that looked to be in high school and began o ur conversation. We started off by just introducing ourselves and telling him that we were working on an assignment and just wanted to get to know him a little bit better. The conversation actually flowed really well and we had a lot in common like our love for sports and technology. His name is Dilan Patel and he’s a junior at Siloam High. You can probably tell by the last name that Dilan is Indian. I knew going into the conversation that he would be very different from us morally, ethnically, and even physically.Show MoreRelatedTypes Of Responsibility For Our Communities1169 Words   |  5 PagesAs human beings living in today’s rollercoaster of an economy, we may, at some point or another, require assistance in some form. Most of the time, this assistance comes from our community; work, school, and/or residential. Communities are places where we work, go to school, live, and play. 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The Narrative of the Life of Frederick Douglass The...

The Narrative of the Life of Frederick Douglass, An American Slave details the progression of a slave to a man, and thus, the formation of his identity. The narrative functions as a persuasive essay, written in the hopes that it would successfully lead to â€Å"hastening the glad day of deliverance to the millions of [his] brethren in bonds† (Douglass 331). As an institution, slavery endeavored to reduce the men, women, and children â€Å"in bonds† to a state less than human. The slave identity, according to the institution of slavery, was not to be that of a rational, self forming, equal human being, but rather, a human animal whose purpose is to work and obey the whims of their â€Å"master.† For these reasons, Douglass articulates a distinction†¦show more content†¦The effect of this passage, in addition to introducing the idea that slaves were considered to be no more civilized than animals, is an emphasis on Douglass’s lack of a human identit y. As a slave, his role was that of an animal whose purpose was to work for his â€Å"master.† This internalization of the animal/slave role is accentuated further when Douglass discusses the slave’s notion of time as â€Å"planting-time, harvest-time, cherry-time, spring-time, or fall-time† (Douglass 255). The institution of slavery, which forced the comparison of slave to animal, required the slave to consider time in terms of his master—time to work, time to plant, time to harvest. Thus, slaves were unable to utilize a concept of time of their own making to identify themselves because their concepts of time reflected what was important to their â€Å"masters† and not to themselves. By representing the slaves as relying on their â€Å"masters’† wishes to identify themselves, Douglass emphasizes the comparison between slave and animals. Not only does the slave concept of time reflect the desire of the â€Å"masters’† to have the slaves view time in terms of work, but it also reflects the â€Å"masters’† refusals to allow slaves to define themselves historically. Douglass writes that slaves were unable to articulate their ages, the dates of births and deaths of family members, and their lengths of service. He is also unable to form his identity based onShow MoreRelatedAnalysis Of A Slave Narrative By Frederick Douglass1646 Words   |  7 PagesWithin a slave narrative, the identity of the writer greatly affects the perspective of the story and the message that the author wishes to convey. For a narrative of this nature, to send its meaning directly and efficiently it must be able to illustrate the individual struggle of the writer as well as create a clear line between what it means to be a slave and what it means to be free. These identities of the author not only conflict with the image of self but also help to illuminate the strugglesRead MoreThe Narrative of the Life of Frederick Douglass: the Formation of Iden2208 Words   |  9 PagesThe Narrative of the Life of Frederick Douglass: An Analysis of the Formation of Identity You have seen how a man was made a slave; you will now see how a slave was made a man. Ââ€"Frederick Douglass The Narrative of the Life of Frederick Douglass, An American Slave details the progression of a slave to a man, and thus, the formation of his identity. The narrative functions as a persuasive essay, written in the hopes that it would successfully lead to hastening the glad day of deliveranceRead MoreThe Narrative Of The Life Of Frederick Douglass Essay1730 Words   |  7 PagesIdentity is defined as the qualities or beliefs that make a particular person different from another. 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My Life As A College Student Essay - 1134 Words

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Disney Company one of the world leaders in media Essay Example For Students

Disney Company one of the world leaders in media Essay tel entertainment, company branded consumer goods, and theme parks and resorts signed the agreement with Hong Kong concerning the opening of a Disneyland amusement park in Hong Kong in the year 2005. This case study only concentrates one of the business fields explored by the Disney Company theme parks and resorts. The Disney Company occupies a strong position developed in the international business world over the years. Their outstanding success is based on several internal principles. One of them is Disney culture, whereby the company relies heavily on its heritage and traditions, ensures the companys quality standards, demonstrates the former two in their behavior. Another one of the principles is the so-called performance excellence as regards the companys responsibilities towards its clients, its employees, and its shareholders and other businesses. Yet another important factor contributing to the companys success is their marketing policy. The Disney company has a wide range of products and services of an exceptionally high quality, which allows them to employ premium pricing and promotion strategies. These factors, as well as the fact of having had several experiences on the international market, allows the Disney company to be confident of their intention to go abroad again. Hong Kong, which has become a part of China after 150 years of British ruling, is monitored to be one of the largest and most active economies in Asia and in the world. The analysis on Hong Kongs economy show convincing figures of stable growth and development. These facts make Hong Kong a highly attractive market for Disneys expansion with the aim of bringing the vision of happiness to the whole world. Furthermore, Hong Kong is considered to be a major international trading, financial center in the world, and the most famous tourist destination in Asia. A highly favorable taxation system that exists in the country, and the absence of direct competitors for a theme park like Disneys, add to the factors that are important for the Disney company in order to achieve their objectives. The set-backs of the Hong Kong market exploration are mainly of political nature and are concerned with the relationship between China and the USA. However, the peoples perception of western ideology is said to be strongly positive. This is advised to be used as a theme for the promotion campaign conducted by Disney on the Hong Kong target market. The latter is to be the people who are young or young in heart, where the western tendencies are in particularly affective. Thus, the company is advised to adopt its promotion policy to suit the new market better in order to achieve better results and avoid confusions. The media to be used in the promotion activities are recommended to act in consensus with the companys overall image, thus being highly perceived TV channels, local and international magazines and newspapers. The marketing costs are therefore budgeted to be quite high and are expected to be covered while employing the objective-and-task promotion budgeting method, which is viewed to be affordable for the Disney company. Other aspects of the marketing strategy do not need to be changed/adopted, since considered to be internationally successful, as well as control systems, which include certain standard procedures that the company employs all over the world. 2. INTRODUCTION I1. INTRODUCTION In 1928, Walt Disney started as an animator drawing short black-and-white cartoons. Today, Disneys main businesses are television, cinema entertainment, and theme parks. Disney owns national TV channels and radio stations that broadcast all around the USA. Since 1991 Disney cooperates with Pixar, a company specialized in computer animation, and together they produce and publish exclusively animated movies (e.g. Toy Story). In 1945 its first theme park Disneyland was opened in Anaheim, California, USA, followed by Walt Disney World in Orlando, Florida, USA, in 1971. In 1983, the first international Disneyland opened to the public in Tokyo, Japan, and in 1992, the corporation expanded its business to Paris, Europe. Furthermore, Disney operates a theme Cruise Ship since 1998. The company has been very successful with its theme park business. However, Disney was confronted with a major crisis in its past when first operating its EuroDisney park near Paris. Insufficient knowledge of the European culture and the buying behavior of potential visitors of the theme park led to an overestimation of the number of visitors and their spending in the park. In addition, operating costs turned out to be higher than expected. The company was able to overcome this crisis. The park now operates under the name Disneyland Paris and its operating income contributes to the high success of the theme park business. In November 1999 the Walt Disney Corporation and Hong Kong signed the first agreements concerning the opening of a Disneyland amusement park in Hong Kong in the year 2005. The undertaking will be a joint venture between the Walt Disney Company and the Hong Kong Special Administrative Region Government. Disney will own 43% of the shares and Hong Kong 57%. Both parties are optimistic that this co-operation will result in a win-win situation. Hong Kong is going to invest a high amount of money in the venture both directly and indirectly. Directly by investing in the construction of the park itself, and indirectly by renewing the infrastructure of the city to the park and investing in a new tourism strategy, that enhances the citys attractiveness as an international tourist destination. In return, Disney will market the new effectively. Hong Kong expects this East-meets-West attraction to bring the tourism to a new boom. Especially visitors from the mainland of China are predicted to visit Hong Kong and the park. Disney claims to have enough experience to open another theme park outside the United States. Failures and successes while expanding their amusement park business to Tokyo and Paris helped them to make more accurate predictions on the new project. This win-win situation has led to an agreement about Disneyland Phase I (which will include a Disney theme park, a Disney theme resort hotel complex, and a retail, dining and entertainment centre). 3. INTERNAL ANALYSIS 3. 1. MISSION STATEMENT We will deliver magical and memorable entertainment experiences which create a sense of joy and wonderment for our Guests and consistently exceed their expectations. We will continue to be recognized globally as the premier entertainment and hospitality organization by mobilizing our team spirit to perfect our talents and abilities, and to perpetuate our rich Disney legacy. This will be evident to our Guests, fellow Employees, shareholders, and community and business partners through our words and deeds. It is the companys mission to provide a reasonable return to their shareholders, and to increase the value of their investment. At the same time, Disney must be sure to protect the business and reputation of the company, so that it can meet the expectations of the shareholders, guests, customers, employees and employees. 3.2. OBJECTIVES Disneys idea is to attract more than five million tourists to the park within the first year of business, which is expected to rise to 10 million per year after 15 years. The company intends to provide Hong Kong with a net economic benefit of up to $148 billion over 40 years. Additionally, the park will create thousands of jobs, enrich the quality of life, and enhance Hong Kongs international image. 3. 3. INTERNAL ORGANIZATION 3.3.1. The Disney Culture The company has its own Disney Culture consisting of a rich heritage, traditions, quality standards, and values that create a unique environment. This specific culture is an important factor to its success. A Disney employee needs to commit himself to these characteristics when going to work every day, in order to make the experience of a magical vacation possible for the visitors. The company believes that the success in the family entertainment business is directly attributed to the individual contributions of the entire team of employees. Performance in this context stresses the entertainment, and Excellence the company wants to be synonymous for Disney. 3.3.2. Implementation of Disneys mission culture In order to provide a perfect show every day the employees have to realize that they are part of the entertainment. Disney places great emphasis on the personal commitment of each and every employee to the companys mission. A person employed by Disney is not only supposed to identify himself with the company, he is also supposed to feel welcome and comfortable at his working area and important for the organization. Another significant aspect is the Disney look, which is a very strict guideline that the cast has to follow. In order to make a professional impression there are rules about the personal appearance when going on-stage. The policy include the prohibition of tattoos, certain hairstyles, and conspicuous jewelry, regulations about make up, deodorant, and the length of fingernails and skirts, and it is even mentioned that Employees are required to wear appropriate undergarments at all times. Employees always wear name tags in order to personalize a conversation. Disney is well aware of the fact that a great success in the past does not guarantee a great success in the future, especially if a company is not open to changes. Therefore the company measures their guests satisfaction on a regular basis, and asks employees to come up with suggestions on how to make the business more efficient. Disney puts great emphasis on recognition for suggestions and high effort on the job. To facilitate the upward communication, every member within the organization may be addresses by his/her first name. Additionally, the company hands out evaluation forms regarding work, management and suggestions. Aristotle And Politics Essay The United States of America is Hong Kongs second largest trading partner. In January July 1999 total trade with the US accounted to USD 29.1 billion, down 5.7% over January July 1998. The European Union is the third largest trading partner. Between January July 1999 the total volume of transactions with the EU accounted to USD 24.3 billion, a drop of 11.7% over January July 1998. In January July 1999 imports totalled USD 98.2 billion, a 10.1% decrease over the same time in 1998.The total exports to Japan rose by 0. 9% in real terms in January July 1999, compared with 1998. 4.5.2. Incoming Visitors to Hong Kong (Figures from Hong Kong Tourist Association) Hong Kong was the most popular tourist destination in Asia in 1998. The total tourism receipts in 1998 (in whole Asia) amounted 7,1 billion and in the first half of 1999 amounted 3.2 billion. There were 9. 57 million visitors arriving to Hong Kong in 1998, an 8% decrease over 1997. From January end of August 1999 there were 6.9 million visitors arrivals, an 11% increase over the same period in 1998. Graph 1: Visitors in Hong Kong (x 1,000,000) 4. 5.3. Radio and Television Hong Kong has two commercial television licenses. Television Broadcasters Limited and Asia television Limited. Each provides one Chinese and one English language channel. On average they transmit more than 550 hours of programming weekly, reaching more than 6 million viewers, or more than 1.9 million television householders. Also Hong Kong has 13 radio channels broadcast by three operates seven by Radio Television Hong Kong and 3 each by Hong Kong Commercial Broadcasting Company Limited and Metro Broadcast Corporation Limited. 4.5.4. Chinas view of the USA There is a contradiction between the official policy of the government and the peoples opinion about the western influence in the country. On the one hand the government is open for free trade with western nations, including the USA. On the other hand the influence of the western society in their Asian country is not liked to be seen. The population, however is more likely to be open about the western culture and tends to be enthusiastic about American products and the American philosophy and the western way of life. 4. 6. DEMAND ANALYSIS 4.6.1. Demand development The estimated number of visitor to the Hong Kong the me park in the first year of operation. This figure will gradually rise to around 10 million a year after 15 years, which is the full annual capacity. 4.6. 2. Product classification The experience to go to a theme park is non-durable (even though the company claims to offer durable memories). Disneys theme parks are specialty products, and people are willing to travel far and pay a lot of money to experience the magic. 4. 6.3. Segmentation analysis Disney expects visitors from all over the world: The mainland of China 27% Taiwan 19% Japan 10% South and Southeast Asia 12% The USA 8% The majority of the expected visitors are families with children. And, as mentioned before, the income level of the expected visitors is at least average. The company has to consider different life styles when segmenting the market. There are numerous potential customers that do not like the idea of an artificial perfect world. 4.7. INDUSTRY AND COMPETITION ANALYSIS In order to analyse the forces that influence the competitiveness of the Disney park in Hong Kong, Michael Porters 5-forces-model will be used: Direct competitors: Since there is no western-oriented amusement park in Hong Kong and around, there is no direct competitor for the Disney park in Hong Kong. Indirect competitors: Substitutes: There are a lot of possibilities to spend the free time. In Hong Kong there are a lot of museums, parks and restaurants. Besides, one could stay at home, visit friends or relatives, do sports, watch TV, play games or simply enjoy yourself. Potential entrants: A theme park requires high investment. Since the Disney parks are the most popular in the world, a company deciding to open another amusement park in the surrounding of Hong Kong will have a hard time (high entry barriers). However, famous park operator like the Universal Studios or Bush Gardens have enough financial power to enter the Asian market. Suppliers: Naturally the park will depend on Asian suppliers of e. g. food and beverages and on the prices they are setting. However, brands like Coca Cola are international companies and have been operating with the Disney company for numerous years, and will not ask for a price that will surprise Disney. In the park, Disney will hardly sell any specialty goods, so that the company will not depend on a certain supplier. For the most part Disney will sell company-manufactured merchandise and therefore this will not be a threat. Buyers: Disney depends on the people visiting the park. As already experienced with the park opened in Paris, a lot o studies on the buying behaviour of the visitors has to be conducted. It showed that European visitors tended to bring their own food to the parks and did not spend as much money on souvenirs as expected. In addition the Europeans were obviously not as excited about the park itself or more price sensitive as former considered, which resulted in a lot lower park attendance than estimated. The park was in high debt and almost had to be closed. 5. SWOT ANALYSIS STRENGTHS famous worldwide 55 years of experience in the theme park business, 17 of which in the international/Asian market high quality of service and products ability to attract a high amount of tourists ability to create a high amount of jobs for all levels of education WEAKNESSES low payment for a majority of the employees difficult to keep stuff ( high employees turnover) managers are not experienced enough to work in Hong Kong *** Difficult to persuade managers to move to Hong Kong OPPORTUNITIES after being successful with Phase I of the park (Disney theme park, a Disney themed resort hotel complex, and a retail, dining and entertainment centre) an expansion of the park is possible the population of China is said to be ent husiastic about western culture Hong Kong was occupied by Great Britain and is therefore influenced by and open for the western culture low taxes (simple taxation system) THREATS politics: o China as a communistic nation o relationship USA/China economical situation in the country (Asian crisis in 1997) low unemployment rate in Hong Kong (difficulties to find enough/right educated staff) possibility that the population of Hong Kong and/or China does not accept/like or is not enthusiastic about the park/the American culture represented by the park possibility of an unexpected low attendance in the park (compare the Paris scenario) due to unforeseen factors (such as underestimated costs) big famous amusement park companies (such as Universal Studios) might follow Disneys example and expand to Asia 6. PROBLEM DEFINITION Disney would like to expand internationally by targeting new markets. By doing this Disney would attract more new or recurring visitors to its parks, and therefore increase the revenues. Disney has to find an attractive and feasible market open to the Disney concept and culture. 6. 1. Analysis 6.1.1. Alternatives Disney chose to enter the Hong Kong market with a joint venture, but other possiblities exist to enter a foreign market: Franchising Subsidiary 6.1.2. Evaluating alternatives When evaluating the alternatives, we have to look at the things that are important to Disney. Disney wants: Control Good infrastructure Average risk Knowledge of the local market A high investment is not that important to Disney, because they are confident that they will be able to cover the costs with their operating income. Control Risk Infrastructure Market knowledge Costs Franchising reasonable low medium medium low Subsidiary Very high Very high medium high Extremely high Joint venture high high Very high high high As you can see from the table a joint venture would be the best solution for Disney. They still have control and reduce the risk and costs, because they share it with a partner. Because the partner is native, they have access to expertise and contacts in local markets. In this case, the best partner for Disney is the government of Hong Kong, because they can help them improve the infrastructure. 7. STRATEGIES 7.1. GROWTH STRATEGIES After opening the park Phase I (Disney theme park, a Disney themed resort hotel complex, and a retail, dining and entertainment centre) in 2005 the company will continue to develop their property and build new attractions, new resort hotels and other sorts of tourist destinations depending on the success of the Disneyland in the first years. 7.2. SEGMENTATION STRATEGIES Disney will mainly target families with at-least-average income. The company will aim for the young and young in heart, try to reach children, and appeal to adults memories of their childhood. 7.3. POSITIONING STRATEGIES Disney will continue to premium position its Hong Kong theme park. There is no need in lowering the perceived quality. Disneyland Hong Kong is supposed to be the happiest place on earth, just as the already existing parks. ThBibliography: