Big Data: Map Reduce Based Outlier Identification for Fraud

Big Data: Map Reduce Based Outlier Identification for Fraud Big Data: Fast, Parallel Map Reduce based outlier identification for Fraud and Intrusion Detection Pooja Vijay Pawar Ann Marie Joy Abstract One of the most challenging aspect of Big Data analytics is real time monitoring of data. Larger and larger amount of data is being collected and stored on a daily basis, thus increasing the need for quick, effective and efficient way of analysing the data in determining potential malicious data. Also network security threats are increasing at an alarming rate and are becoming increasingly sophisticated and difficult to detect. Web traffic generated by non-human activities such as botnets or worms consume network resources, delude people and affect network security. Most of the existing work in Fraud Detection/Intrusion Detection regard being an outlier as a binary property. In this paper we use a relative density based approach implemented as a MapReduce job, which gives a sense of degree of a data point being an outlier; this is more meaningful and also better immune to false positives. Keywords Big Data, Fraud detection, Intrusion Detection, Hadoop, Outlier, Cluster, Security, Relative Density, LOF 1. Introduction We are currently living in a world where we are surrounded and ruled by data. Continuously, exponentially huge amounts of data is collected, stored, processed and made available in a variety of forms every day. Recently, Network Intrusion and Fraud detection has received increased attention with regard to network security, mainly due to this. Big Data is drastically changing the way in which we detect fraud and intrusion in real time using advanced analytic solutions that are very powerful, complex and fast. In this paper, we propose a methodology to detect Fraudulent Web traffic and Intrusion in a network using MapReduce-based outlier detection. These features help in filtering out clients that generate abnormal traffic and specifically show different levels of potential anomalous traffic for each suspicious client. The detected abnormal web traffic can be visualized easily and this method can be implemented for large networks and can be scaled accordingly. Outlier can be defined as a data which is very distinct from the other data of the same dataset, based on some distance measure. Outlier detection, being a significant data mining problem has engendered a lot of research interest in the recent past. As a result, various methods for outlier detection have been developed particularly for dealing with numerical data. However, outlier detection for categorical data still remains an unexplored field. Addressing this requirement, we propose a two-phase algorithm for detecting outliers in categorical data based on a novel definition of outliers. This algorithm initially explores a clustering of the given data which is followed by the ranking phase for determining the set of most likely outliers. The proposed methodology is expected to show better results as it can identify different types of outliers, using independent ranking scheme based on the inherent clustering structure of the given data. Hadoop is a very popular open source Apache project, which is used for storing and processing huge volume of data on commodity hardware. Hadoop package mainly consists of MapReduce Engine and Hadoop File system. Many Frameworks have been built on top of Hadoop. Using the distributed architecture of Hadoop in this paper we discuss how we can exploit it for identifying outliers in captured network data. 2. Related Work There has been lot of research and number of techniques which have been developed in the past two decades with respect to fraud detection and Intrusion Detection. Lot of machine learning techniques such as Neural Networks, Markov model, K Nearest Neighbour have drawn special attention. In this paper we use unsupervised Machine Learning techniques to identify fraudulent transactions using Hadoop. Most current practices to the process of detecting intrusions exploit some form of rule-based study. Rule-based analysis depend on sets of predefined rules that are configured by an administrator and are automatically created by the system. The use of automated system techniques in intrusion detection mechanisms was a significant milestone in the development of effective and practical detection based information security systems. Rule-based systems suffer from an incompetence to detect attacks situations that may occur over an extended duration of time. However most significant benefit of neural networks in intrusion detection is the capability of the neural network to learn the characteristics of abnormal attacks and recognize instances that are unlike any which have been detected before by the network. Majority of studies that proposed Hidden Markov Model to implement IDS are related to host-based systems, i.e., IDS that analyses the actions performed on a single host to detect attempts of intrusion. 3. Outlier Detection Algorithms Outliers can be detected using various different techniques. Some of the techniques are discussed below 3.1 Distance-based and Clustering Approaches Distance-based methods do not make conventions for the data since they basically compute the distance between each point. For example, Knorr et al. Proposed a k-NN technique where, if m of the k nearest neighbours of a point are within a specific distance d, then the point can be classified as normal. Knorr et al. points as an outlier if at least p% of the points in the dataset lie more than distance 10 d from it. These methods show high computational complexity (e.g. nearest neighbour based methods have quadratic complexity with respect to the number of data points) which renders them impractical for really large datasets. Several approaches may be engaged to make the k-NN queries faster (to achieve linear or logarithmic time), such as an indexing structure (e.g. KD-tree, or X-tree); however these structures have been shown to break down as the dimensionality grows. Clustering can be defined as the task of grouping a set of objects in such a way that objects in the same group share some feature similarity among each other than to those in other groups. Clustering is one of the very popular techniques currently being used in outlier detection. Any object that has weak membership to the cluster it belongs to is a potential outlier. If there are any small clusters from other clusters, then the smaller cluster could potentially be an outlier. For instance there could be many different kinds of fraudulent transactions which might have high similarity among themselves and form a cluster. There are additional problems with clustering. Clustering algorithms are optimized to find clusters rather than outliers. Hence, sometimes it may be hard to tell whether a cluster belongs to fraudulent transactions or some new emergent buying behaviour of a legitimate user. Hence before making a final call we must perform additional analysis. 3.2 Statistical distribution Statistical outlier detection was one of the most basic approaches dating back to the 19th century. Multivariate statistical methods have been proposed, together with use of robust outlier’s estimates of the multidimensional distribution parameters, e.g. minimum covariance 9 determinant (MCD) and minimum volume ellipsoid (MVE). One critical problem of statistical-based methods is the suitable model for each dataset and application. Also, as data rises in dimensionality, it becomes ever more perplexing to estimate the multidimensional distribution. As the data increases in dimensionality, data ranges through a larger volume and becomes sparse. In addition to the reduction this has on performance, it also spreads the convex hull, thus altering the data distribution. This can be improved by pre selecting the most noteworthy features to work, projecting to a lower-dimensional subspace, or applying Principal Component Analysis (PCA). Another methodology to deal with higher dimensio nalities is to organize data points in convex hull layers according to their peeling depth, based on the idea that outliers are data objects with a shallow depth value. Fig 1 In this approach one main assumption is that data objects follows a certain distribution (E.g. Gaussian) and normal data objects occur in a high probability region of this model. Fig.1 shows an example where there is high concentration of data points lying in the normal region which associates to normal data points; the mini distributions on both sides of the normal distributions are possible outliers. As shown in Fig.1 outliers will deviate strongly from this distribution. There are lot of issues with this technique too, main being the curse of dimensionality, other being lack of robustness. This is because Mean and standard deviation are very sensitive to outliers. 3.3 Density Based approach In this technique we compare the density around a data point with the density around its local neighbours. The computed density is called an outlier score. The main assumption here is that the density around a normal data point is almost similar to the density around its local neighbours. Here Density/Outlier score means that some clusters are densely packed and some others are not. Mathematically, it is defined as the inverse of the average distance to the k nearest neighbours. Lower density of a data point signifies that the probability of it being an outlier is very high. There have been many variants of Density based approaches suggested in the past few decades, majority of which deal with decreasing the computational time complexity. In Fig.2 the points which are densely packed, appearing yellow indicate normal data points, the ones which are away from the cluster are outliers, possible candidates for malicious data. In this paper, we use this technique to determine possible candidates for outliers. 4. Experiment For our experiment we used KDD Cup 1999: Computer network intrusion detection dataset for testing and evaluating our approach. We used Relative Density [3] based approach for our system. Which involved 4 Map Reduce Tasks. The Algorithms works as follows: Computing K-NN [3] We begin with the notion of K-Nearest Neighbour of object p. Definition: K-Nearest Neighbour of object p For any positive integer k, the k-distance of object p, denoted as k-distance (p), is defined as the distance d(p,o) between p and an object o ∈ D such that: (i) For at least k objects o’∈D{p} it holds that d(p,o’) ≠¤ d(p,o), and (ii) For at most k-1 objects o’∈D{p} it holds that d(p,o’) . Given the k-distance of p, the k-distance neighbourhood of p contains every object whose distance from p is not greater than the k-distance, i.e. Nk-distance (p) (p) = { q ∈ D{p} | d(p, q) ≠¤ k- distance(p) } These objects q are called the k-nearest neighbours of p. We use 2 MapReduce tasks, one to compute the pairwise distance between data points as explained above and other to compute the density of the data point. The density of a data point is simply the inverse of the average distance to the k nearest neighbours. Finding all the neighbourhood group the data points are associated with and also give them unique id We define one more term reachability distance of an object p w.r.t the data point o to determine the neighbourhood. Definition: Reachability distance of an object p w.r.t. object or Let k be a natural number. The reachability distance of object p with respect to object o is defined as reach-distk(p, o) = max { k-distance(o), d(p, o) }. The higher the value of k, the more similar the reachability distances for objects within the same neighbourhood. We use the same MapReduce class as before with slightly different configuration to identify the neighbourhood. Once neighbourhood are identified they are given a unique ID. Using previous results, create a mapping between data point and its density. In a typical density-based clustering algorithm, there are two parameters that define the notion of density: (i) a parameter MinPts specifying a minimum number of objects; (ii) a parameter specifying a volume. These two parameters determine a density threshold for the clustering algorithms to operate. That is, objects or regions are connected if their neighbourhood densities exceed the given density threshold. To detect density based outliers, however, it is necessary to compare the densities of different sets of objects, which means that we have to determine the density of sets of objects dynamically. Therefore, we keep MinPts as the only parameter and use the values reach-distMinPts(p, o), for o ∈ NMinPts(p), as a measure of the volume to determine the density in the neighbourhood of an object p. Definition: Density of an object p lrdMinPts(p) = 1/ Intuitively, the local reachability density of an object p is the inverse of the average reachability distance based on the MinPts- nearest neighbours of p. Note that the local density can be ∞ if all the reachability distances in the summation are 0. This may occur for an object p if there are at least MinPts objects, different from p, but sharing the same spatial coordinates, i.e. if there are at least MinPts duplicates of p in the dataset. For simplicity, we will not handle this case explicitly but simply assume that there are no duplicates. Hence in our MapReduce implementation, first we sort the data points based on density data and the neighbourhood, such that in the input for the reducer, we get first value as density, and the subsequent values are the neighbourhood ids. Determining the Relative Density or LOF (Local Outlier Factor) Results from the previous step is then used in another MapReduce task to compute the relative density or also called as Local Outlier Factor (LOF). Definition: LOFMinPts(p) = The outlier factor of object p captures the degree to which we call p an outlier. It is the average of the ratio of the local reachability density of p and those of p’s MinPts-nearest neighbours. It is easy to see that the lower ps local reachability density is, and the higher the local reachability densities of ps MinPts-nearest neighbours are, the higher is the LOF value of p. In the following section, the formal properties of LOF are made precise. To simplify notation, we drop the subscript MinPts from reach-dist, lrd and LOF, if no confusion arises. Finally, Data Points which have low relative Density or LOF are determined as possible candidates for outliers. 5. Conclusion Existing Intrusion detection system are in nascent stage in handling extremely large traffic and the data transfers in large Networks. MapReduce Framework can handle large amount of data quickly and efficiently. Thus our proposed methodology for Outlier detection using Relative Density based approach not only can handle large amount of data but also scales easily. In near future full of MapReduce based IDS needs to developed and evaluated. We also plan to explore multiple classifier system compared to single classifier to get improved results. 6. Acknowledgement This work is supported by CSE Department, PES Institute of Technology. 7. References [1] Barnett, V., Lewis, T. (1995). Outliers in Statistical Data. Wiley, 3rd Edition. [2] Davide Ariu, Giorgio Giacinto, and Roberto Perdisci, Sensing attacks in Computers Networks with Hidden Markov Models. [3] Ng, Jorg Sander, Hans-Peter Kriegel, Raymond T, Markus M. Breunig. 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Conf. on Knowledge Discovery and Data Mining, New York, NY, AAAI Press, 1998, pp. 189-193. 1 Onida Electronics: New Product Launch Onida Electronics: New Product Launch LAUNCHING OF A NEW PRODUCT ONIDA LAPTOPS COMPANY DESCRIPTION ONIDA is one of the largest television manufacturing companies in INDIA. It is one of the largest and rapid growing companies in the same field. Onida as a company was founded in 1981 as a public company. Its head quarter is in MUMBAI, MAHARASHTRA, INDIA. Onida deals in a type of industry known as electronic industry. Onida Company started their business with electronics and then expanded their business with various products as LCD TVS, PLASMA TVS, TELEVISIONS, DVD AND HOME THREATER SYSTEM, AIR CONDITIONERS, WASHING MACHINES, MICROWAVES, PRODUCTS RELATED TO PRESENTATION, and INVERTERS AND ALSO MOBILE PHONES. Onida Company is a most popular brand now. It has got his network as 33 branch offices and 208 customer relation centers. Also the company is having 41 depots spread all over the country. Onida is also having a market capitalization of 400 crore approx. also onida electronics won an award as AWARD FOR EXCELLENCE IN ELECTRONICS in 1999 from MINISTRY OF INFORMATION TECHNOLOGY, GOVERNMENT OF INDIA. EXECUTIVE SUMMARY Onida is one of the largest rapid growing companies. It is one of the most successful companies in term of professionalism. The main objective is to prove quality of competitive prices and customer satisfaction. It is one of the objective is to provide NOTEBOOK PC as ensured quality, availability and customer satisfaction. This following marketing plan forms the basis for the launching of ONIDA LAPTOPS by ONIDA COMPANY one of the famous company in India. The analysis will allow us to follow for the achievement of the companys strategic goals. ONIDA LAPTOPS will be marketed to reinforce the companys status as leader in innovation and successful product launching. This new product launching will enable us to add RS.100 crores to companys turnover with a forecasted sales growth prospect of 10-15% over the next 5 years. And while satisfying the need and designing the product to match individuals lifestyle. Success will be reflected by a sizeable capture of market shares within this market, while strategically carrying the company up to the top spot as the market leader in laptop segment. Export potentials in the market will be considered in all the western countries as USA, Russia, France, and Iraq. Nigeria, Yemen and even further expansion can be planed. The main aim of the company is to attract a sizeable market share of the laptop segment. Also the number of customers depending upon laptops rather than personal computers is taken care off. The main aim is to sell one lakh units of laptops in the first year considering as this brand as a new brand and being expertise in the related field having manufactured the product for several brands and having also sold its own televisions. EXPECTED TURNOVER Above chart shows the expected turnovers in crores over the coming years in turnover of onida laptops in various countries. In 2009 as the product is being launching in 2009 only so started expected turnover will be near about 90 lakhs. With the continuous supply of good quality and good work with good customer service expected turnover will start increasing. Company is planning to use new technology and other servicer beneficial for customers and company in terms of turnover which will help in increase the expected turnover to 150 lakhs in 2012. This proves that launching of onida laptops will be beneficial for the organization. SITUATIONAL ANALYSIS ONIDA NOTEBOOK PC is a new expansion line of onida. Onida television portfolio has been well received and now ONIDA NOTEBOOK PC is going to be launched for onidas continues success and future profitability. Onida as a company is famous for quality products at reasonable prices and it offer best facilities. It will offer NOTEBOOK PC or LAPTOPS in various configuration as well as prices to satisfy every kind of customer. One important key to success or for the development of the product is to create product awareness and growth of customer base. MARKETING SUMMARY Marketing summary of onida laptops possess sufficient information about the market needs and customer needs, wants, desires and demands. It will also help to give right offer to right customer so that company can achieve customer satisfaction and can communicate with them in a better way. Also this lead to have some important information about customer which will help to make customer a delightful customer. TARGET MARKET The target market of ONIDA LAPTOPS or NOTEBOOK PC is shown below: Above shows that there is a target market of onida laptops as CORPORATE USERS END USERS OTHERS Environmental analysis Macro environmental factors Growing disposable income and low penetration levels would ensure greater share of wallet for the consumer industry and would help in achieving the predetermined targets. The inventions and innovations would help in shaping the industrys future. It would be necessary to catch the changing trends in consumer lifestyles and offer the right product at right time to facilitate further growth and achievement of targets. There is a need to launch a product which will give maximum customer satisfaction and satisfy there needs. Micro environmental factors The cost would further come down with enhanced possibilities of better and easy cross border talks with suppliers worldwide and the range of offerings Would go up. With the increase in number of players, there would be more action and the industry would feel the buzz around it and would need constant high pitch communication with the customers. Network has a strong influence on the buying decision and the organization that would manage the channel better, would have a substantial edge over the others. Competitive Strategy Onida will try to offer more valuable offerings to the customers and would try to manage customer relationships. Onida as a company in order to be effective and ahead of competition would try to maximize benefits to the consumers. They will also react strongly to price changes made by the competitors and organizations would look at integration on backend as well as the front ends. MARKET DEMOGRAPHICS The profile of ONDA NOTEBOOK PC or LAPTOPS customer consists of the following GEOGRAPHIES, DEMOGRAPHICS, and BEHAVIOR FACTOR: GEOGRAPHICAL FACTORS Geographical factors have been classified as: ONIDA NOTEBOOK will have specific domestic geographic target area. They will serve the product to domestic market. Onida will try to cover the Metropolitan area through their own distribution channel. DEMOGRAPHICAL FACTORS Demographical factors have been classified on the basis of the following attributes: There will be almost same featured notebook pc or laptop for the corporate, end users and other users. University teachers and other researchers can use it for their research work and analyzing the environment. High, Middle, Upper middle and middle class use it and reasonable pricing strategy will help to purchase of these notebook pc by every potential users. BEHAVIOUR FACTORS Its a general behavior of every human that NOTEBOOK PC or LAPTOP increases the status and prestige of the user. In todays busy world there is need of a product which is available with consumer anywhere or any time and at every period of time. Customer feel that they have a separate image and prestige by using ONIDA LAPTOPS. MARKET NEED FOR ONIDA LAPTOPS ONDA LAPTOPS will provides its customers the opportunity to choose NOTEBOOKs with different configuration and varieties.These laptops will also fulfill the requirements of customers and also provide benefit as:- Reasonable pricing Consumer needs a high quality product at reasonable price, for that reason ONIDA try to provide high quality product at a reasonable price. So that more and more customer can be attracted towards onida notebook pc. High quality Consumer want high quality product, which is must be high in regard to performance. ONIDA tried to meet this need of consumer at its level best. Quality was the main point to be taken care of by the company as this the main motto of company. Different varieties Choices of customer vary from person to person .So ONIDA provides different laptop with different features. And provide laptops with different configuration. Product availability One of the important things to be taken care of is Customer and customer seeking availability of product so that they can buy the product at any time they need. MARKET TRENDS ONIDA will produce different type of laptop which not only fulfill quality demand of customer but also reasonable price. So that more and more customer will purchase these laptops. Now a days NOTEBOOK PC production company is growing and more competitors are coming in the market. Now even customer are more aware about the product for that reason they want different types of product with different features and different styling features. The market for LAPTOPS with new and new technologies is growing faster, competition are increasing in these markets. Thus, ONIDA made segments for their product. They divided their customer in to three groups, and give emphasis on each of the group. So that company can capture all kind of customers in market. MARKET GROWTH Gradually total ONIDA Company is going upward with a strong competition. With the increase in domestic market, our international market growth statistics is increasing day by day. Now with the launch of new laptops with newer technology the market share of our company is going to increase further. COMPETITIVE STRATEGIES Onida will try to offer more value offerings to the customers and would try to manage CUSTOMER RELATIONSHIP. The firms in order to be effective and ahead of competition would try to maximize benefits to the consumers. Firms would react strongly to price changes made by the COMPETITORS and organizations would look at INTEGRATION on BACKEND as well as the FRONTENDS. CURRENT MARKET SITUATION OF LAPTOP MARKET Market Overview Luxury goods are now being perceived as necessities as now customers are having higher disposable incomes being spent on lifestyle products. There is a discernible shift in the consumers preference in favor of higher-end, technologically superior branded products, the demand being spurred by increasing consumer awareness and preference for new models now the modern educated customer is not confined to old technologies and old products. Now customers want to try newer products with newer technologies. Quality products with superior technology and technology up gradation have helped the industry to achieve higher growth in terms of volume and also higher realization in value terms. Rate of growth in production has been more in terms of quantity or in volume growth rather than the growth in value terms for a number of products. This has happened because of constantly falling prices over the years due to competition among the MAJOR PLAYERS, AGGRESSIVE MARKETING STRATEGIES AND DECLINING IMPORT TARIFFS. Competition has forced companies to offer efficient AFTER SALE SERVICE and support and this, in turn, has swayed customer preference for good brands. There are positive growth trends in Technological goods segments white goods and consumer electronics during and points to sustained growth because of emerging opportunities and strong fundamentals of the economy. Because of growth in production in the organized segment and domestic availability of branded products due to lowering of import duties and other liberal measures, the share of unorganized segment has come down sharply to only 8 to 10 per cent from 40 to 50 percent. The price difference between branded and unbranded goods has narrowed down and with branded players providing good after sales services and support consumer prefers to buy branded products. The industry related to technology appears to have two clearly differentiated segments. The MNCs have an edge over their Indian counterparts in terms of technology combined with a steady flow of capital. The domestic companies compete on the basis of their well-acknowledged brands, an extensive distribution network and an insight into local market conditions. Competitive strategies revolve around strong brand differentiation and prices. Bargaining power of customers is high due to availability of many brands. Demand is Cyclical and seasonal. Demand is high generally on the basis of requirement of customers as corporate customer or end user. Demand for technology is present throughout the year. There is no preference on the basis of any special month when demand for technology is more in one month than other month. Rural India which accounts for nearly 70% of the total number of households, offers plenty of scope and opportunities for the white goods industry. Increasing consumer awareness and preference for new models have added to the demand in rural areas also. And evolution of education had made more and more people rely on technology. Attractive consumer loan schemes with reduced interest rates over the years by the financial institutions and commercial banks and the hire-purchase schemes have added to the surge in demand. Besides, the consumer goods companies are themselves coming out with attractive financing schemes to consumers through their extensive dealer network. The usage of internet by the market functionaries has lead to intelligence sales of the products. It has helped sustain the demand boom witnessed recently in this sector. SWOT ANALYSIS (STRENGTHS, WEAKNESSES, OPPORTUNITIES, THREATS) STRENGTHS Quality product and services. Popular brand name. Continuous research and development Strong existing distribution channel. Increased share of organized sector as compare to unorganized sector. Attractive design. Body made of silver and plastic and available in many colors. Most of the buyers are satisfied. Presence of established distribution networks in both urban and rural areas. WEAKNESSES Poor government spending in infrastructure and other related things. Lack of promotional activities by companies. Low purchasing power of consumers Insufficient capital. Legal and political barrier regarding import, tax and shipment and other difficulties. Difficulties due to competitors. Old technologies. OPPURTUNITIES Low penetration levels Demand of NOTEBOOK PC is increasing. Improved market portfolio. Greater demand due to changing lifestyles Increasing sales throughout the country and internationally. Availability of easy finance. Promotional activities to increase brand image. Growing disposable income of consumers Increasing demand in rural sector. THREATS Strong competitors Legal political difficulties regarding import duty, tax etc. Entrance of new competitors in the market. The price of NOTEBOOK or laptops is decreasing continuously. Cheap Imports from Singapore, China and other Asian countries Higher import duties on raw materials imposed in the Budget 2008-09. COMPETITORS Onida has established its own market. But still they have to face the competitors. Some of the major competitors of onida laptops are: HP: HPs NOTEBOOK is having maximum market share in capturing the market of NOTEBOOK PC in India as well as internationally. HPS notebooks are produced in China. They are holding a leading position for long time in NOTEBOOK PC in our country. ACER: Acer is the Chinese producer of NOTEBOOK or laptops. ACER has its maximum market share of NOTEBOOK PC in Bangladesh. They have fewer shares in Indian market as compare to acre. COMPAQ: Mitsubishi is Taiwan Company. COMPAQ was an automobile company initially. Now it is producing NOTEBOOK PC also. It is now giving a strong competition to notebook or laptop market. DELL: Firstly they produce televisions. But now they have enhances its business by producing NOTEBOOK PC. And DELL is now giving a strong competition in laptop market as well as technological market. MARKET SHARE OF ONIDA PRODUCT OFFERING ONIDA will offers different type of configuration at different price to our consumer for chooses their expected product. Following are the items:- POINTS OF SUCESS Strong quality Better customer relationship management Better service Operational efficiency and integration Effective channel management Constant product change and product mix management Image of brand and product Distribution channel Retention of customer MARKETING STRATEGIES Marketing strategies are helpful in creating awareness, interest and appeal from our target market. So that more and more market can be capture. Basically marketing strategy is based on superior performance of the following areas: Different configuration. Product quality. Delight user. MISSION The main mission is to provide quality and product at a competitive price. Growth in diversity and continuous contribute to the growth is being the main market challenger. Also To benefit society at large through Innovation, Quality, Productivity, Human Development and Growth, and to generate sustained surpluses, always striving for excellence, within the framework of law, and in nothing but the truth in which we base every action 3.2 Marketing Objective Capture the market as a market leader. To attain quantitative and qualitative leadership in the technological sector. Maintaining positive and increased sales growth than the competitor. Increase the market share by market development and services. To increase product awareness and sales by persuasive promotional activities. Becoming a globally recognized and prestigious company through synergistic business investment. Differentiation through innovation and passion through empowerment. Also cost through economies of scale and world class systems and procedures that bring in delight of stakeholders. FINANCIAL OBJECTIVE The company aims to sell one lakh units of NOTEBOOKS in first year of its launching and is expecting a target turnover of Rs.100 Crores from laptop market in first year. It expects to grow at 10-15% in next five years by satisfying customer needs through its offerings. They aim to make considerable profits and achieve economies through backend and front end integration. And maintaining double digit each year. STP (SEGMENTATION, TARGETING, POSITIONING) SEGMENTATION OF MARKET The company has segmented its target market on the basis of incomes and lifestyles. People who are well educated, have lifestyle as an important element and have high income can buy laptop. TARGET MARKET The potential consumers are separated into various segments- Corporate User End User and others. The primary marketing opportunity is sell laptops to these well defined, accessible target market segments. Corporate User: Corporate users are the users who buy the laptops for their official purpose only. The MD, GM, DGM, CEO and other. Levels in offices are the main corporate users. End User: End users are the users who buy the laptops for their personal use. Teachers, Students of private University, businessman etc are mainly consider as the End users. Others: other then as mention above. POSITIONING IN MARKET Onida is trying to maintain its position as a NOTEBOOK company. The position will be achieved by providing quality product, competitive price, and according to consumers demand and by delighting consumers. There should be experienced managers to make awareness about the product to customer. Company is also promising to offer quality offerings and better services and make a satisfied consumer as its brand ambassador. The companys will advertise its product as the synonym of truth and providing it at a reasonable price. STRATEGIES ONIDAS main primary marketing strategy is to seek and firstly create customer awareness regarding the products as well as availability of product. Other marketing strategy are- Providing Total Quality Management (TQM) Customer Orientation Providing international standard products To increase the product line as well as length as per the expectations of the consumers Competitive prices of product. MARKETING MIX ONIDAS marketing mix is comprised of the following approaches to product, price, promotion, and place or customer service. PRODUCT o BRAND NAME The name of the brand is ONIDA NOTEBOOKS. o PPRDUCT CLASSIFICATION ONIDA NOTEBOOK has five types of product. These are-W125U-T3000, W3001U-T4150, W4200-T4500, W4510U, W5520U o QUALITY OF PRODUCT ONIDA is mainly popular for the maintaining of high quality of its products. Total Quality Management (TQM) is purely practiced here. o DESIGN Attractive Design, Color, configuration, Comfortable weight. o PACKING ONIDA supply the notebooks to the users with attractive packaging. It provides special cartoon with strong handling of the NOTEBOOKs to its dealers. o Size The products size vary from to one product series to other product series o Service ONIDA provides best after sales service and take feedback for its products. PROMOTION o SALES PROMOTION ONIDA provide initially shot-term incentives to encourage and purchase or sale of its products. Occasionally company has decided to give special discounted price for its products. Company also decided to give T-shirts, caps, bags etc. to lure the customers. o ADVERTISEMENT Company decided to gives advertisement for ONIDA NOTEBOOK through newspaper, billboard, popular magazine, leaflets, sponsoring on game competition, internet etc. o PERSONAL SELLING ONIDA company is also deciding to sell laptops through personal selling but till now we havent arrange any kind personal selling. PRICE o LIST PRICING Pricing of the product are being made on the basis of technology used in the product and depending upon the various series of onida. The various pricing of various varieties of laptops are: o DISCOUNT Company has decided to allow discount facilities to all the retailers and dealers. o Payment period ONIDA will sell NOTEBOOK on credit to its distributor and retailers and after the sale e period of 2 months can be given for making payment. PLACE CHANNELS ONIDA has its own distribution channel for the distribution of their products. DISTRIBUTOR ONIDA have own distribution channel for distributing their products. Location ONIDA covers district areas of our country to capture the market for their products. TRANSPORTION FACILITIES ONIDA has its own transportation facility for its distributors. Distributors are themselves responsible for taking the products to their showrooms. MARKETING RESEARCH One of the important things is research work. Research is very vital for any company to know about current market position and also to predict future needs. Information is collected through the dealer and retailer. o Question How did you hear about our ONIDA NOTEBOOK product? note the answer and this answer can be use for the promotional activities. o Customer suggestion New feedback service and customers suggestions system to gain additional information. They want to know from the customers about- à ¼ What suggestion do you want to give to company to improve our product? à ¼ Why do you need a laptop and why onida laptop only? FINANCIALS It is very important while the launching of a product to take care of the financial overview of ONIDA NOTEBOOK related to marketing activities. ONIDA address brake even analysis (BEA), sales forecast, expense forecast, and showed how this activity are link to the marketing activity. BREAK EVEN ANALYSIS Break even is a point where cost is equals to sales. The break-even analysis below shows the number of single sales, or units, that we must realize to break-even. Analysis of breakeven point is based on the cost and the sales of a company. SALES FORECAST: Sales forecast means planning or estimation of sales so that future sales can be assessed. ONIDA thinks that the sales forecast will be achieve into the five main streams; W1250U-T3000, W3001U-T4150, W4200U-T4500, W4510U and W5520U. This will steadily increase the sales. As the advertising budget allows the target market forecast, the listed of all the potential customers get divided into separate groups. The forecasted customers group divided into various categories: Corporate Users, End Users and others. EXPENSE FORECAST Every company has to make a prior forecast of expenses. It is important to mark such forecast to limit the expenses made in future. These expenses are to be budgeted at approximately 5% of total sales for 2007-08 and 6% for 2008-09. Mainly expenses are to be tracked in the major marketing categories as:-NEWSPAPER ADVERTISEMENT, PROMOTIONAL EVENTS, BILLBOARDS, PRINTED LEAFLETS, and ADVERTISEMENT IN TELEVISIONS ETC. CONTROLING FACTORS The main purpose of ONIDA NOTEBOOKs marketing plan is to serve as a guide for the organization while launching of the laptops successfully. This plan is all about implementation and changing the business and also to make it better. In this marketing plan we look at specific implementation programs, and the details that it takes to make it happen. The following are the areas which will be specially monitored to enhance the performance of company and launching of laptops. Contingency Planning Contingencies likely to arise: Price War New Technologies in the market More Competitors Companys Strategy to counter the same: Creating value preposition Continuous innovation and product development Creating distinct brand identity

Formalistic and Dialogic Analysis of The Descent of Odin :: Descent of Odin Essays

Formalistic and Dialogic Analysis of The Descent of Odin Poems are more that words on a piece of paper, it is a grand "play" with different "characters" strewn onto the pages. "The Descent of Odin" is a poem with a story with a rich vein of conversation embedded into it. By using the formalistic and dialogic method, I plan on showing you these jewels that I found while reading this poem. The first voice that is found in the poem is the voice of the Narrator. When using the Dialogical Method, the reader notices that the voice is obviously an older person. Now, when the poem is turned to Formalistic, see how the point of view of the Narrator is like a mediator at the beginning at the poem. There he is looking out during the vocal transitions between Odin and the Prophetess, then relays it back to the reader (HCAL, Dialogics pg 349,P.O.V. pg. 87, Voice: pg, 89). His speech is very sensual and symbolic, which adds to the darkness of the poem. The first example of this is the beginning of the poem where you can read it (HCAL pg 85). Up rose the king of men with speed, And saddled straight his coal-black steed; Down the yawning steep he rode, That leads to Hela's drear abode ("The Descent of Odin", Lines 1-4). Look the wording that he uses for the color of the steed: coal-black, the slope of the steep. It causes the reader to take another glance at the poem to visualize wh at is going on with their mind and imagine that they are there watching "The king of men" ride his horse to Hela's abode. The second example is found in the second paragraph. Right against the eastern gate, By the moss-grown pile he sate; Where long of yore to sleep was laid the dust of the prophetic maid ("Odin", lines 17-20). Now we take a glance at the voice of Odin, the mighty god of war. Fix onto the lines of Odin when he first speaks. His voice is not induced with flowery language; instead it is very plain with even tones. The voice of Odin causes the reader to be pulled back to earth (HCAL pg 87). The voice seems to say, "Look at me, listen to me!† Now look at how he converses with the Prophetess: Yet a while my call obey; Prophetess awake, and say.

School District

The Roosevelt School District in Maricopa County has at least 21 public schools under its direct administration and around fifty private and public middle and high schools all located around the district. Private and Catholic schools however, are not administered by the district in the sense that they are autonomous in terms of management, implementing policy guidelines, instructional materials, and salary compensation for teachers. The Roosevelt Elementary School District in Maricopa County is considered large in size with its total number of students attending with 11, 902 and six hundred ninety-one certified teachers (Classroom Dollars and proposition 301 results). The district’s student ratio per teacher since 2004 up to 2006 was at seventeen students per teachers. How is a teacher’s pay determined? Salaries of teachers in Arizona are based on the â€Å"per-pupil† amount of funds allocated to the district. Based on the comparative information, the average teacher-student ratio that receives a standardized salary of 42,500 is 17 students per one teacher (Classroom Dollars Proposition p. 61). That is, a teacher handling seventeen students on a regular basis is qualified to receive standardized salary. The salary of a teacher is determined by the funding formulas of the state and the municipalities where the school is located (College of Education Paper). The general implication of this system is that the bigger the number of the students the bigger budget allocation for the district, and the better income for the teacher, because according to the paper, the teachers salaries comes from the operations and maintenance budget (College Education paper p. 91). This budget comes from local taxes and from the state. The fund is transferred to the district which turn is responsible for local budgeting. How is salary structured? The district employed a standardized salary compensation for certified teachers based on their qualification and competency. It means that teachers had to be certified that their course are aligned to the teaching profession. Further more, the district implements performance based scheme for teachers wherein teachers are expected to yield positive results towards the district goal based on individual and school performance (Class room dollar and proposition). Since 2004, the Roosevelt Elementary School district offered an annual average salary of $42, 500. These compensation schemes are standardized based on performance, competency, and educational qualification as indicated by the five point’s performance evaluation standard employed by the district (Class room dollar proposition). These performance indicators according to the paper published by the College of Education of the University of Arizona entitled Who will Teach our Young Children includes the degrees of certifications, scores on professional knowledge test, and the years of experience in teaching. All these form the structure of the standardized salary of the teachers at Roosevelt Elementary districts schools (Who will Teach our Young Children, p. 61). Are there incentives for teachers to earn more money and is this an effective pay system? The district offers an up to more than five thousand dollars incentives to all it employees including teachers, librarians and other staffs. The incentives were given in form additional salary benefits of the eligible employees (Class room dollar proposition). The paper published by the College of Education of the University of Arizona points out that the current incentives and benefits systems implemented by the district are given only to the most productive teachers and those teaching positions that requires â€Å"special skills† or expertise (College of Education Paper, p. 95). Although this performance-based incentives is defined by the state law or other policy and funded by the state, and can be earned yearly by anybody who had done exemplary performance (p. 1), it is quite apparent that these incentives and benefit system is an ineffective system for teachers. The College paper published by the University of Arizona expressed pessimism that it this incentive system will soon prevent districts from fiving special incentives (p. 95) to deserving teachers. Thus, according to paper, researchers are â€Å"looking at ways† (p. 95) to lure more teachers. Why the incentive system is not effective? The benefit system is ineffec tive because there are no clear guidelines about the funding for teacher compensation. These affect the district budgeting because budget defends on â€Å"per-pupil† allocation. However, continues efforts to increase compensation, and benefits and incentives for teachers are a welcome agenda for teachers at Roosevelt Elementary School District. Does the teacher union have to say about the subject? Unfortunately, there is no teacher union at Roosevelt Elementary School District or in any other district in Maricopa, Arizona. This is one factor one why researchers are looking for more effective ways of providing teacher’s salaries, incentives and benefit system. The salaries of teachers are decided only by the school board (College of Education Paper, p. 92). While the teachers union can provide bargaining for justifiable salaries, incentives and other fringe benefits, this does not happen at Roosevelt Elementary School District or to any other school district in Maricopa, Arizona, due to lack of teacher’s union. Reference Class Dollars and Proposition 301 Roosevelt Elementary School Districthttp://www.auditorgen.state.az.us/Reports/School_Districts/Districts/Roosevelt_ESD/2008/Roosevelt_ESD.pdf College of Education, The University of Arizona Who will teach our Children? http://www.aztownhall.org/pdf/92nd_Workbook_complete.pdf   Oct.27-30, 2008.

Free Essays on Wily Coyote

Wily Coyote â€Å"Coyote Holds a Full House in His Hand† is a story full of rich cultural symbolism associated with the Pueblo people of the southwestern United States. While carefully acknowledging this fact, the writer of this essay also confesses that much of the significance of these symbols are over her euro-american head, and respectfully chooses to approach the story from the aspect of elements that resonate with her. The story is an interesting presentation full of double entendre with the protagonist narrating the story in the third person giving the reader somewhat of a bizarre look at the â€Å"facts† through his eyes. Our protagonist, although fancying himself a bit of a â€Å"wily coyote,† is more closely what we would call today a loser. He lives, without gainful employment, with his enabling mother. She provides a roof and pays his bills while he justifies his lack of contribution. â€Å"Coyote† is a lonely soul who does not fare well with women. I find it a stretch to feel sorry for him since he walked away from a young woman who loved him and wanted to marry him because he understood she would expect him to provide for her. This clever slouch is not held in much esteem in his town, until one day he has an adventure that he believes will give him a fresh start in the men of his town’s eyes. Coyote is disappointed that a fleshy Mexican lady postmistress has spurned him. As a result of her rejection, Coyote has begun courting through correspondence Mrs. Sekakaku, a lady from another village. Coyote is self-centered enough to believe the postmistress is jealous, even though he has decided she doesn’t like him because he drinks and though the Mexican lady makes it clear she disapproves of the perfumed, pastel letters sent to him by Mrs. Sekakaku. Coyote is hopeful that, with Mrs. Sekakaku in another village, he will have a fresh start, away from where â€Å"nobody understood just what kind of man he was. They th... Free Essays on Wily Coyote Free Essays on Wily Coyote Wily Coyote â€Å"Coyote Holds a Full House in His Hand† is a story full of rich cultural symbolism associated with the Pueblo people of the southwestern United States. While carefully acknowledging this fact, the writer of this essay also confesses that much of the significance of these symbols are over her euro-american head, and respectfully chooses to approach the story from the aspect of elements that resonate with her. The story is an interesting presentation full of double entendre with the protagonist narrating the story in the third person giving the reader somewhat of a bizarre look at the â€Å"facts† through his eyes. Our protagonist, although fancying himself a bit of a â€Å"wily coyote,† is more closely what we would call today a loser. He lives, without gainful employment, with his enabling mother. She provides a roof and pays his bills while he justifies his lack of contribution. â€Å"Coyote† is a lonely soul who does not fare well with women. I find it a stretch to feel sorry for him since he walked away from a young woman who loved him and wanted to marry him because he understood she would expect him to provide for her. This clever slouch is not held in much esteem in his town, until one day he has an adventure that he believes will give him a fresh start in the men of his town’s eyes. Coyote is disappointed that a fleshy Mexican lady postmistress has spurned him. As a result of her rejection, Coyote has begun courting through correspondence Mrs. Sekakaku, a lady from another village. Coyote is self-centered enough to believe the postmistress is jealous, even though he has decided she doesn’t like him because he drinks and though the Mexican lady makes it clear she disapproves of the perfumed, pastel letters sent to him by Mrs. Sekakaku. Coyote is hopeful that, with Mrs. Sekakaku in another village, he will have a fresh start, away from where â€Å"nobody understood just what kind of man he was. They th...

Hnd In Travel And Tourism Management Tourism Essays

Hnd In Travel And Tourism Management Tourism Essays Hnd In Travel And Tourism Management Tourism Essay Hnd In Travel And Tourism Management Tourism Essay Tourism is non a new phenomenon: Smith noted: touristry and travel have been portion of the human experience from millenary, depicting it as a signifier of nomadism that characterizes Homo sapiens, which is both normal and, under the right status, enjoyable. However, in the last 30 old ages, most surely with the rise of the jet aircraft, touristry has grown in important and emerged as a planetary phenomenon, impacting an increasing scope of environments and pulling new markets as chances for travel have widened. In kernel, touristry is associated with the following issues that simplifies of what it average by tourism . Tourism is portion of a planetary procedure of alteration and development which is no longer confined to the developed states that traditionally provided the demand for universe travel. Edinburgh, the capital of Scotland is situated on Scotland s East Coast on the south side of the Firth Of Forth. Home of the Scottish parliament, Edinburgh is enriched with civilization, all right architecture and hosts of one of the most esteemed universities in the United Kingdom, The University of Edinburgh. The most good known attractive forces are Edinburgh Castle, the Royal Mile, the Holyrood Palace and The National Gallery of Scotland. With a population of 435,790 in 2005, Edinburgh is Scotland s 2nd largest metropolis after Glasgow.A Tourism is a major industry in Edinburgh. The metropoliss popularity grows each twelvemonth and is now the most popular finish of tourers sing Scotland and 2nd merely to London of tourers sing the United Kingdom. The metropolis has ever been comfortable but its popularity and position has increased since the Scottish Parliament was established in the metropolis in 1999. Edinburgh an of import commercial Centre and has improved its fiscal position through decentralization, which has increased the figure of authorities services in the metropolis and attracted concerns to Edinburgh. The Isle of Skye is famed for its romantic and picturesque hills with rugged ridges and its distant coastline and sea lochs. The Red Hills ( or Red Cuillin ) and Cuillin ( or Black Cuillin ) are the most well-known scopes with the Old Man of Storrs a well-known characteristic. Come place to Skye, the universe s favorite island, late voted 4th best island in the universe by National Geographic magazine and film movie location of BLESSED , starring James Nesbitt. The Yacht today looks merely as she would hold appeared to Royal newlyweds, universe leaders, and the 1000s that visited her during old ages of faithful service. Visitor Numberss have dramatically exceeded outlooks, with 436,000 paying visitants in the first twelvemonth. It was judged the best new tourer attractive force in the UK in 1999, and was awarded a Five Star Visitor Attraction evaluation by the Scottish Tourist Board in 2001. A recent add-on to Edinburgh Dungeon is the Mary King s Ghost show, which has won rave reappraisals from many visitants. The realistic exhibit focuses on 1646, during the British Civil Wars, and an epoch when periodic eruptions of the pestilence that had ravaged Great Britain since the fourteenth century was a menace feared by one and all. Approximately 300,000 visitants go to the Edinburgh Dungeon each twelvemonth. Linlithgow Topographic point: Linlithgow Palace was one time a brilliant castle built and lived in by consecutive Stewart male monarchs and where Mary Queen of Scots was born. Though in ruins now, it is still an impressive and exciting site and provides a fantastic chance to look into life at the tribunal of the Stewart sovereign. Linlithgow s beginnings are lost in the mists of time.A It is likely that the town grew up around the royal residence.A By the beginning of the twelfth Century King David 1st s Charter reveals it already well-established as a burgh with a sign of the zodiac and a church, given by King David to the freshly founded Augustinian Priory of St Andrews.A Malcolm IV and Wiliam the Lion are known to hold lived in Linlithgow on occasion and at that place was a school in William s reign. Approximately 350,000 visitants go to the Linlithgow Place each twelvemonth. Loch Ness: The Great Glen in the Scots Highlandss is a rift vale 60 stat mis long and contains thj, ree celebrated lochs, Lochy, Oich and Ness. The most celebrated of these is Loch Ness because of the monster said to lurk in its deep waters.A It is deeper than the North Sea and is really long and really, really narrow and has neer been known to stop dead. Approximately 250,000 visitants go to the Loch Ness each twelvemonth. Museum of Edinburgh: The Museum of Edinburgh is housed in a series of 16thA to 18th century edifices arranged around a close a street with an entryway but no issue. The author Robert Chambers called the belongings the speaking house because of the sixteenth century Latin letterings on the forepart of the edifice. By the nineteenth century the suites were so sub-divided thatA 323 renters lived at that place in 1851. Approximately 400,000 visitants go to the Museum of Edinburgh each twelvemonth. Stirling Palace: Stirling Castle is a great symbol of Scots independency and a beginning of digesting national pride. The palace s long, disruptive history is associated with great figures from Scotland s yesteryear, such as William Wallace, Robert the Bruce and Mary Queen of Scots. Approximately 250,000 visitants go to the Stirling Castle each twelvemonth. Royal Mile: , Peoples have been populating on Castlehill for the last 7000 old ages. The castle country has been a hillfort for over 2000 old ages. The name Edinburgh comes from the ancient Gaelic Dun Eidyn which means hill garrison on the inclining ridge . The Royal Mile runs down the East shoulder of this one time active vent and this is what gives the Royal stat mi its distinguishable geographical location. It was 325 million old ages ago during an ice age that the huge force per unit area of traveling glaciers carved out its profile. Approximately 300,000 visitants go to the Royal Mile each twelvemonth. Loch Lomond: Loch Lomond is a fresh water loch lying on the Highland Boundary Fault, the boundary between the Lowlandss of Central Scotland and the Highlands. It is 39A kilometers ( 24 myocardial infarction ) long and between 1.21A kilometers ( 0.75 myocardial infarction ) and 8A kilometers ( 5.0 myocardial infarction ) broad. It has an mean deepness of about 37A meters ( 121 foot ) , and a maximal deepness of about 190A meters ( 620 foot ) . Its surface country measures 71A km2 ( 27 sqA myocardial infarction ) , and it has a volume of 2.6A km3 ( 0.62 cuA myocardial infarction ) . Of all lakes in Great Britain, it is the largest by surface country, and the 2nd largest ( after Loch Ness ) by H2O volume. Within the United Kingdom, it is surpassed merely by Lough Neagh and Lower Lough Erne in Northern Ireland. Approximately 300,000 visitants go to the Loch Lomond each twelvemonth. Edinburg Castle: Edinburgh Castle has dominated its milieus with stateliness for centuries. Today the palace continues to pull visitants to its bouldery perch. Edinburgh s Castle stone has been a fastness for over 3000 old ages. Approximately 1,000,000 visitants go to the Edinburg Castle each twelvemonth. Arthur s Seat: Arthur s Seat is the chief extremum of the group of hills which form most of holy crucifix Park, a wild piece of upland landscape in the Centre of the metropolis of Edinburgh, about a stat mi to the E of Edinburgh Castle. The hill rises above the metropolis to a tallness of 251A m ( 823 foot ) , provides first-class birds-eye positions of the metropolis, is rather easy to mount, and is a popular walk. Though it can be climbed from about any way, the easiest and simplest acclivity is from the East, where a grassy incline rises above Dunsa pie Loch. Approximately 250,000 visitants go to the Arthur s Seat each twelvemonth. National gallery of Scotland: The National Gallery of Scotland, in Edinburgh, is the national art gallery of Scotland. An luxuriant neoclassical building, it stands on The Mound, between the two subdivisions of Edinburgh s Princes Street Gardens. The edifice, which was designed by William Henry Playfair, foremost opened to the populace in 1859. Approximately 350,000 visitants go to the National gallery of Scotland each twelvemonth. Princes Street: Princes Street is one of the major thoroughfares in cardinal Edinburgh, Scotland, and its chief shopping street. It is the southmost street of Edinburgh s New Town, stretching about 1A stat mi ( 1.6A kilometer ) from Lothian Road in the West to Leith Street in the E. The street is largely closed to private autos, with public conveyance given precedence. The street has virtually no edifices on the south side, leting birds-eye positions of the Old Town, Edinburgh Castle, and the vale between. Approximately 450,000 visitants go to the Princes Street each twelvemonth. Table S/L No Finish No of tourer in each twelvemonth Tourist Outgos ( ? ) By UK visitants By foreign visitants 1 Isle of Skye 400,000 2 Royal yacht Britannia 350000 3 Edinburgh Dungeon 300000 4 Linlithgow Topographic point 350000 5 Loch Ness 250000 6 Museum of Edinburgh 400000 7 Stirling Castle 400000 8 Royal Mile 300000 9 Loch Lomond 300000 10 Edinburg Castle 1000000 11 Arthur s Seat 250000 12 National gallery of Scotland 350000 13 Princes Street 450000 14 Task-2 Isle of Skye The Island of Skye, situated off the West seashore of Mainland Scotland, is the largest and best known of the Inner Hebrides. The island has been occupied since theA MesolithicA period and has a colorful history including a clip ofA NorseA regulation and a long period of domination byA Clan MacLeodA andA Clan Donald. It is famed and renowned for its romantic and picturesque hills with rugged ridges and its distant coastline and sea lochs. Furthermore it s dramatic scenery, vivacious civilization and heritage, and its abundant wildlife including theA Golden Eagle, A Red DeerA andA Atlantic Salmon. Skye has a strong musical tradition making back through the centuries, and for an island of less than ten 1000 people it has given the universe a long list of celebrated creative persons in a surprising assortment of genres. Celtic civilization and heritage pervade the ambiance, each portion of the Island holding its ain narratives of times past and programs for the hereafter. The occupants are pretty self-sufficing, populating off the island farm animal and wild venison, baking their ain staff of life and turning their ain fruit and veggies while scrounging for mushrooms when in season. The largest employer on the island and its environments is the public sector, which accounts for about a 3rd of the entire work force, chiefly in disposal, instruction and wellness. The 2nd largest employer in the country is the distribution, hotels and eating houses sector, foregrounding the importance of touristry. Royal Yacht Britannia Britannia is owned by The Royal Yacht Britannia Trust, a non-profit devising charity, and all returns go towards her long-run care. The Royal Yacht Britannia hit the seas in 1953, and took the British royal household around the universe from so until 1997, when she was decommissioned. Britannia is berthed alongside the fashionable Ocean Terminal shopping Centre which contains a pick of over 80 different dress shops, high-street stores and eating houses with scenic waterfront positions. The Royal gustatory sensation in nautical trappingss as rolling through the Sun sofa and province flats, wonder at the Queen s on-board Rolls Royce garage, and finish with scones and bubbly on the deck, now a tea room with a all right sea position. To be able to see all different subdivisions of the ship and have the relevant audio commentary was intriguing. Highly recommend taking tea in the coffeehouse on the Royal Deck. Every portion of Britannia includes rich hoarded wealths to bask. Almost all the pieces in the State Apartments are on loan from The Royal Collection, with sort permission of the Majesty the Queen. A alone five-star visitant experience and recommended by BBC News as Scotland s prima visitor-friendly attractive force , The Royal Yacht Britannia is an indispensable visit whilst in Edinburgh. For over 40 old ages, the Royal Yacht sailed over one million stat mis on about a 1000 functionary visits for the British Royal Family. Now berthed in Edinburgh s historic port of Leith, Britannia is a absorbing visitant attractive force. Edinburgh Dungeon Edinburgh Dungeon is a absorbing and fun household twenty-four hours out that will entertain and inspire ticket holders who venture into its impressive entry and fall into another water under the bridge universe. The many impressive characteristics of Edinburgh Dungeon are the Anatomy Theatre, which demonstrates merely how unhygienic a pre-industrial anatomical workshop was, with none of the modern healthful conditions, equipment or medical specialties that are taken for granted today. The Clan Wars exhibition itself features a run-down of the bloody internecine warfare waged between the old Scots kins of the Highlands and Lowlands, with realistic mock-ups in period costume, and armed with a awful array of arms. The history on which these gruesome attractive forces of Edinburgh Dungeon are based hangings at the Grassmarket, Plague victims abandoned to decease may be existent, but the intervention, complete with actor-led experiences and drives, is true theatre. Linlithgow castle: It was peculiarly popular amongst the Queenss. Mary Queen of Scots and Elizabeth I lived at that place as babes. Linlithgow Palace is the authoritative romantic ruin, steeped in royal history and put beside a picturesque loch. It was begun in 1424 on the site of another castle that burnt down. In Annet House in the High Street is theA Linlithgow Story, with shows and exhibits explicating the history of the town. There are besides herb, fruit tree and flower gardens. it is a destroyed Palace ( looks like a palace ) with coiling stairwaies, parapets, flexible joints from the draw span, lake positions, and tonss of suites to roll through There s an impressive great hall and a brilliant three-tiered fountain in the courtyard At theA Linlithgow Canal CentreA in Manse Road is a little museum dedicated to the Union Canal, which links the Forth and Clyde Canal at Falkirk with Edinburgh. Loch Ness: It s Scotland s deepest loch. It has its ain incubation Highland appeal. But without the fable-or-fiction mystique of the Loch Ness monster, this would be merely another picturesque halt on the Scots nature trail. The fable of the Loch Ness Monster in the Scots Highlands is frequently regarded as a myth, despite anecdotal sightings and studies of a elephantine sea-serpent or firedrake populating the Waterss of the Loch. there are tonss of information cusps wildlife Tourss and attractive forces in the Loch Ness country, as it is chiefly a nature lovers paradise.A Visit the Loch Ness Exhibition Centre at Drumnadrochit for a comprehensive expression at the phenomenon. Museum of Edinburgh: It may non be the most hypnotic museum in town, but romanticists will love the Museum of Edinburgh, or Huntly House, merely because it houses the neckband and bowl of Greyfriars Bobby, that terrier symbol of devotedness celebrated for sitting firm on his maestro s grave A series of restored 16th and 17th-century townhouses to follow the history of Edinburgh from its earliest yearss as a prehistoric colony, to its Roman business and mediaeval trades. One of its most cherished artifacts is the National Covenant, a request for spiritual freedom dating back to the seventeenth century ; the museum besides houses the original programs for the Georgian New Town, and the exhibitions run through to modern-day times. Stirling Palace: Stirling is one of Scotland s most historic towns. Once upon a clip it was Scotland s capital and is still known as the gateway to the Highlands Stirling Castle is a great symbol of Scots independency and a beginning of digesting national pride. The palace s long, disruptive history is associated with great figures from Scotland s yesteryear, such as William Wallace, Robert the Bruce and Mary Queen of Scots. Stirling has first-class proviso for humanistic disciplines and night life. In the Centre of the Old Town is the Tolbooth, a popular theater and humanistic disciplines centre functioning the 85,000 strong community and designed by taking architect Richard Murphy. Royal Mile: The castle country has been a hillfort for over 2000 old ages. The Royal Mile runs down the East shoulder of this one time active vent and this is what gives the Royal stat mi its distinguishable geographical location. It was 325 million old ages ago during an ice age that the huge force per unit area of traveling glaciers carved out its profile A Royal MileA is the impressive thoroughfare which connectsA Edinburgh CastleA at the top of the hill with thePalace of Holyrood houseA at the bottom.A Loch Lomond: Loch Lomond is the largest by surface country, and the 2nd largest ( after Loch Ness ) by H2O volume in Great Britain. It is 39A kilometers ( 24 myocardial infarction ) long and between 1.21A kilometers ( 0.75 myocardial infarction ) and 8A kilometers ( 5.0 myocardial infarction ) broad. It has an mean deepness of about 37A meters ( 121 foot ) , and a maximal deepness of about 190A meters ( 620 foot ) . Its surface country measures 71A km2 ( 27 sqA myocardial infarction ) , and it has a volume of 2.6A km3 ( 0.62 cuA myocardial infarction ) . Edinburgh Castle: The oldest edifice in all Edinburgh is to be found within the Castle precincts. It is St. Margaret s Chapel, a bantam Norman edifice which has been standing at that place integral for more than 900 years.A The Royal flats include a bantam room in which Mary, Queen of Scots gave birth to the male child who was to go King James VI of Scotland and James 1 of England upon the decease of Queen Elizabeth in 1603. The ancient Honours of Scotland the Crown, the Sceptre and the Sword of State are on position in the Crown Room. Writer s Seat: Arthur s Seat is a noteworthy landmark, ruling the city.A Known besides as the Lion s Head, Arthur s Seat is the highest of a series of extremums which take the signifier of a crouched king of beasts. Task-3 Economic, Physical, Social, political Influence of Edinburg: Edinburgh Festival City In 1947 the first Edinburgh Festival was symbolic of a new epoch. To the International Festival has been added the Festival Fringe, Jazz, Book and Film festivals amongst others. At New Year, the Hogmanay jubilations are seen worldwide. The metropolis Centre has become an internationally recognised locale and background for events. Valuess of single festivals to the metropolis economic system ( including indirect benefits ) were calculated as follows: Edinburgh International Jazz and Blues Festival ?2.9 M ; Edinburgh Military Tattoo ?23.3 M ; Edinburgh International Film Festival ?2.1 M ; Edinburgh Festival Fringe ?69.9 M ; Edinburgh International Book Festival ?3.4 M ; Edinburgh International Festival ?19.3 M ; Edinburgh Mela ?0.8 M ; Festival Cavalcade ?3.3 M ; Edinburgh International Television Festival ?0.5 M ; Edinburgh International Games Festival ?0.9 M ; Edinburgh Storytelling Festival ?0.214 M ; Capital Christmas?11.5 M ; Edinburgh s Hogmanay ?24.4 M ; Edinburgh s Easter Festival ?3.3 M ; Edinburgh International Science Festival ?1.2 M ; Ceilidh Culture?0.266 M ; Children s International Theatre Festival ?0.29 M. Entire economic value to Edinburgh: ?167.9 M. In entire, the 17 events attracted an attending of 3.2 million people. A sample study of International Festival audiences carried out in 2001 identified that 33 % came from Edinburgh, 5 % from the remainder of the Lothian s, 19 % from the remainder of Scotland, 25 % from the remainder of the U.K. , and 18 % from abroad. 67 % of visitants said the Festival was their lone ground for coming to Edinburgh, while a farther 22 % said it was every of import ground. The EIF s 2003 Annual Review reported that 26 % of visitants came from the remainder of the UK outside Scotland, and 14 % from abroad. Frequently described as the gem in Scotland s touristry Crown the success of touristry activity inn Edinburgh signifiers of cardinal portion of the metropolis s economic science policy. The sector employs 30,000 people, with visitants lending in the part of ?1 billion to the economic system per annum.The recent creative activity of the Edinburgh City Region Brand confirms nevertheless that this activity should non be viewed in isolation, instead as a premier mark within a broader context.This World Heritage metropolis systematically retains its place as the Uk s 2nd most of import finish and acts as a gateway for visitants to Scotland. Edinburgh City Region is a universe influencer in scientific discipline, concern, instruction and the humanistic disciplines and is Scotland s judicial and administrative Centre. Edinburgh was crowned the Best Small City of the Future andA Top Location for Economic PotentialA 2010/11 in the Financial Times fDi magazine awards. The metropolis part offers investors a extremely educated and skilled work force ; entree to UK, European and English- speech production markets ; a stable political and supportive financial environment ; a competitory economic system with possible for growing and an unbeatableA quality of life. In universe footings, Edinburgh ranks 20th in front of Dubai, Amsterdam and Washington in the Global Financial Centres Index. The capital is besides one of the universe s top fund direction hubs and a major European Centre for plus service. In banking and insurance, it is home to many international central offices and planetary trade names. More than half of the universe s top 20 fiscal administrations have significant operations in Scotland, with aA critical massA of activity in and around Edinburgh. Supporting this diverse industry is a first community of professional advisers and providers including attorneies, comptrollers, corporate moneymans, agents, human resources and IT specializers. Edinburgh s bequest for invention derives from its richA cognition economic system. About half of the metropolis part s work force is employed in knowledge-intensive occupations including computer science, communications, scientific research and the originative industries. This has helped hammer Edinburgh s repute as an Ideopolis a sustainable knowledge-intensive metropolis that drives growing in the wider metropolis part and develops cognition industries that will be economically successful and improve quality of life. Research and developmentA is a core knowledge-intensive industry and focal point of activity across the metropolis part. More than half of entire Scots research activity is undertaken in Edinburgh and the Lothians. The metropolis part is a top 10 European location for scientific discipline and technology.A The University of EdinburghA is a universe leader in many countries of scientific research including information sciences, infective diseases and root cell research. Founded in 1582, the University hasA attracted some of theA universe s greatest heads to the metropolis, including anesthetic innovator James Simpson and evolutionist Charles Darwin. Undertaking 4: Understand how the UK inbound and domestic touristry is affected by internal and External factors: External factors: Health, safety and security within the UK, Handiness Selling runs, Availability of merchandises and services, Quality of goods and services, Economic recession in UK and/or tourer bring forthing states, Exchange rates, Travel limitations, Emergence of new markets, Competition from other finishs, conditions Effectss: Changes in visitant Numberss, Length of stay, Volume and value of inbound and domestic touristry, Frequency of visits, bring forthing states and part Mention Undertaking 2: Understand the civilization, societal and physical characteristics of tourer finish Undertaking 2.a: Analyse civilization, societal and physical characteristics and explicating their entreaty to tourist Undertaking 2.b: Compare characteristics of developing and taking tourer finishs Undertaking 3: Understand how the features of finishs after their entreaty to tourist Undertaking 3.a: Compare the entreaty of current taking with that of presently developing tourer finish Undertaking 3.b: Measure how features of a tourer finish impact its entreaty Undertaking 4: Understand issues likely to impact the popularity of tourer finishs Undertaking 4.a: Analyse issues that affect the popularity of tourer finishs Undertaking 4.b: Discourse the potency for responsible touristry to heighten the host community at world-wide tourer finishs

Ethical, Moral and Social Issues in Forensic Computing-(Identity Essay

Ethical, Moral and Social Issues in Forensic Computing-(Identity cards) - Essay Example The forensic investigative procedure is explained with the help of a case study. Then, social, ethical and moral issues regarding identity theft have been discussed both from the user’s and the investigator’s side. The report is summarized in a concluding paragraph. APA referencing has been used properly. Before going into the niceties of ethical, moral and social issues vis-à  -vis identity theft in forensic computing, let’s first get introduced to what forensic computing actually is and what is identity theft. Computer forensics or cyber forensics is a very imperative topic in information systems and networks management. Forensics is the structured procedure of gathering, examining and showing facts and evidences to the court of law, and thus, forensic computing is defined as â€Å"the discipline that combines elements of law and computer science to collect and analyze data from computer systems, networks, wireless communications, and storage devices in a way that is admissible as evidence in a court of law† (US-CERT 2008). This involves the seeking, locating and securing the electronic data so as to provide evidence. This electronic or magnetically encoded data may include text messages, databases, pictures, e-mail, websites, spyware, malware, and so on. The evidence collected is strong and indisputable as compared to any other branch of forensic science because a copy that is made of the collected data is identical to the actual data and there is no room left for dispute. The who le concept revolves around the idea that a structured investigation is carried out to find out what exactly happened to the computer, when it happened, how it happened, and who did it. This is just like solving a murder case and performing postmortem. The operator does not know that the evidence information is transparently being created and stored by the computer’s operating system which can only be extracted through computer forensics software tools and

Talent Management Essay Example | Topics and Well Written Essays - 500 words

Talent Management - Essay Example The emergence of technology, particularly the Internet, makes this process even easier, as companies worldwide are now recruiting via the Internet ("Leadership Advantage"). The Cayman Islands, for example, recruit people from various nationalities to join the international organizations on their islands. The Cayman Islands have clearly benefited from doing so, as they form the fifth largest financial centre in the world, with over 5,945 registered companies in the financial industry (Cayman Islands Chamber of Commerce). Furthermore, some of the current senior managers are headed for retirement, so it is important to have a new younger generation of fully competent persons for the future. It is expensive to always re-hire and re-train. Therefore, managing the talent already available within the organization is crucial (Sullivan 2005). Duttagupta (2005) has established a framework for managing talent. The process includes executive assessment, effective recruiting, coaching, providing feedback, mentoring, empowering, leadership assessment and development, as well as creation of a rewards system. The HRD as part of its business strategy may organize a company retreat for a weekend, perhaps at a hotel, where all the managers get together and assesses the organization's "current and future strat