Industries

Global demand for energy has quickly increased as populations have increased and the demands of developing states have increased. Some estimations claim that demand for energy could increase by every bit much as 50 % by 2030 ( Hunter 2007 ) . This possible addition has every state scrambling for a stable beginning of oil and natural gas. The traditional beginnings of oil and natural gas have become less dependable. Instability in the Middle East has many states looking for new beginnings of oil, but this has become harder to happen. Many states that were one time spouses to big oil companies such as Russia and Venezuela have become less dependable as beginnings for oil ( Appenzellar 2004 ) . In 1960 85 % of known reservoirs were accessible to oil companies but now merely 16 % of reservoirs are accessible ( Rowell 2007 ) . New countries need to be opened up and explored in order to happen dependable beginnings of oil. The Arctic appears to be one of the most promising countries.

History of Arctic oil

In the 1970 ‘s and 1980 ‘s onshore crude oil roars took topographic point in Siberia and Alaska ( Funk 2009 ) . Alaska ‘s roar began in 1967 when oil workers for Atlantic Richfield Corporation discovered the largest oil reservoir in North America on Alaska ‘s North Slope near Prudhoe Bay ( Coppock 2004 ) . Thousands of work forces moved to Alaska trusting to do their wealths boring and edifice the monolithic grapevines necessary to travel the oil to the Continental United States. Billions of dollars were pumped into a antecedently quiet country. This one time great part is in diminution. Siberia had a similar roar in the 1970 ‘s but they are get downing to see a diminution similar to Alaska ‘s. Siberia ‘s oil Fieldss, which presently make Russia the largest manufacturer of oil, are expected to run out in the following 10 old ages ( Appenzeller 2004 ) .

Future of Arctic Oil

Surveies show that the Arctic Ocean may incorporate a big sum of recoverable oil and natural gas. This includes non merely the land contained by the Arctic Circle, but besides the Arctic Ocean, which is considered to be the largest prospective beginning of oil and natural gas for the hereafter ( Gautier 2004 ) .

Measure of Oil and Natural gas

The United States Geological Survey has predicted that about 30 % of the universe ‘s undiscovered gas and 13 % of the universe ‘s undiscovered oil is under the surface of the Arctic Ocean ( Gautier 2004 ) . The sum of gas in merely one of the major reservoirs is estimated to be the full gas militias of the United States ( Moran 2006 ) .

Location of oil

Good oil and gas reservoirs are so rare for a big portion because of the alone types of stone formations that can incorporate natural gas. The stone formation must be porous plenty to keep natural gas and oil and the formation must besides be permeable plenty for oil and natural gas to flux through the formation in order for oil to be recoverable. Porosity and permeableness are the grounds that reservoirs are found about entirely in sedimentary stones.

The bulk of crude oil bearing formations are contained in the huge Continental shelves of the Arctic Ocean. These shelves take up more than half of the Arctic Ocean, as shown by the lighter shadiness of bluish in Figure 2.These shelves by and large lie in less than 160 metres of H2O, a deepness that current boring engineering can easy bring forth ( Harrison 1979 ) . Arctic map

Figure 2: Depth of the Arctic Ocean ( hypertext transfer protocol: //gdr.nrcan.gc.ca ) Sedimentary stone formations have besides been found in deeper H2O. A recent coring expedition found sedimentary stone formations in 1100 metres of H2O. This coring expedition drilled into The Lomonosov ridge, which is indicated by the pointer in Figure 2 ( Moran 2006 ) .

Regulating THE ARCTIC OCEAN

United Nations Convention on the Law of the Sea

The current opinion organic structure in the Arctic Ocean is the United Nations Convention on the Law of the Sea ( UNCLOS ) . Russia, Norway, Canada, and Denmark all border the Arctic Ocean and have all ratified this pact, go forthing the United States as the lone state that borders the Arctic Ocean that has non.

Claiming Land

UNCLOS regulations say that a state may exert control within 200 maritime stat mis from a state ‘s shoreline ( Holmes 2008 ) . In order to claim land beyond this 200 stat mi grade a state must turn out that the seafloor is an extension of the state ‘s Continental shelf ( Underhill 2005 ) . The states involved have begun passing 1000000s of dollars in order to map the ocean floor utilizing high tech echo sounder devices. Mapping is a good start but the lone existent manner to happen where a shelf ends is by happening the exact point where stone types alteration, which can merely be done by boring for samples of the seafloor ( Underhill 2005 ) . The logistics of boring for samples in the Arctic Ocean is a really hard and expensive undertaking.

Major Disputes

There are several parts of major difference over the Arctic Ocean. The most of import difference is the dissension between Russia, Denmark, and Canada over who has the rights to the Lomonosov Ridge, The Barents Sea Loop Hole, and the Western Nansen Basin. The Lomosov Ridge is seen as the stepping rock for Denmark, Canada and Russia to claim the Arctic. Each has claimed that the ridge is in fact an extension of their Continental shelf.

The Barents Sea is located North of Russia and Norway, and both states have submitted overlapping claims for sovereignty in this country. The two most relevant differences in The Barents Sea are over the Loop Hole and the Western Nansen Basin ( Holmes 2008 ) . Both Norway and Russia appear to be negociating a pact on their ain, so it does non look that the UNCLOS will necessitate them to do a determination.

Figure 1: Diagram Lomonosov Ridge ( benmuse.typepad.com ) Russia has been the most aggressive in claiming this ridge. Russia has already submitted a claim excessively much of the ocean floor utilizing the ridge as the ground tackle of their claim s ( McKenzie 2009 ). Canada and Denmark have been making extended seismal studies to turn out that the ridge is in fact a portion of their several Continental shelves in order to challenge Russia ‘s claim. The Lomonosov Ridge is really of import to all states involved because boring has proven that there is natural gas underneath the ridge.

Deciding Disputes Under UNCLOS

The simplest solution for deciding differences is for parties involved to settle the difference informally, but if states are unable to make so there are several other ways of settling differences ( Holmes 2008 ) . Other possibilities include the International Tribunal for the Law of the Sea, the International Court of Justice, or an arbitrary court. Whenever a state ratifies the convention, the state chooses what forum they would prefer to work out any differences, but jobs arise when the disputing states can non hold on a forum. UNCLOS does non hold compulsory forum for challenging claims when states can non hold on a forum, so sometimes it can be really hard to happen a solution to a difference ( Holmes 2008 ) .

Other Governments

The UNCLOS is chiefly concerned with the spliting up of the sea bed under the Arctic Ocean, instead than with regulations and ordinances to protect transportation involvements and environmental protection. To get by with this many other organisations have been trying to make full the nothingness by doing suggestions and guidelines to guarantee that states are guaranting safety for both workers and the environment ( Berkman 2009 ) .

Geneva Convention

The Geneva Convention consists of a series of pacts made after World War II to set up “ regulations of war ” ( Homes 2008 ) . The 1958 Geneva Convention said that in Continental shelf differences for states with next seashores should be determined by pulling a average line between the two seashores if no other understanding can be made ( Holmes 2008 ) . Although this understanding predates the UNCLOS, every state involved in the Arctic has ratified the convention, so the convention would be used if the UNCLOS could non convert the involved states to hold.

International Maritime Organization

The International Maritime Organization may non hold any official power, yet they still adopted a set of guidelines for transporting operations in the Arctic Ocean called Guidelines for Ships Operating in Ice Covered Arctic Waters ( Berkman 2009 ) . These guidelines are followed by every major state involved in transporting in the Arctic, but an international government organic structure needs to put official ordinances for the Arctic, because deficiency of ordinance is certain to go a job as traffic additions.

Northeast Atlantic Fisheries Commission

The Northeast Atlantic Fisheries Commission regional piscary direction organisation ‘s is a regional understanding whose range is wide plenty for their understandings to cover a big part of the Arctic Basin. It is the lone official international organisation that covers pollution criterions in any portion of the Arctic ( Berkman 2009 ) . A development of this kind is needed to protect the big and alone ecosystem of the Arctic.

Environmental risks

Offshore oil and gas geographic expedition in the Arctic Ocean poses several of import environmental hazards particularly in such a sensitive environment as the Arctic. Positioned at the top of the universe, the Arctic part provides many valuable natural resources such as fresh H2O, fishing, and rare home grounds for endangered species. The Arctic Archipelago is besides place to scarce populations of Eskimos and other colonists. The hazards chiefly associated with offshore boring in the part involve possible oil spills and the pollutants generated during production operations. These factors can take to rough effects on homo and wildlife wellness along with the wellness of the environment.

Oil Spills

Due to the recent BP calamity in the Gulf of Mexico in early 2010 and other memorable rig calamities, apprehensiveness about the oil and gas industry ‘s impact on the planet has grown. Production companies have become a mark of environmental groups all over the universe as they drill into the land and run out the Earth ‘s non-renewable resources. A immense consideration into prospective boring in the Arctic Ocean is the possibility of an oil spill, which could be particularly unsafe to the sensitive wildlife of the part. With the tough climatic and icy conditions of the Arctic, a big oil spill in the part could be a logistical incubus. The surveies and research about possible oil clean up in the Arctic focal points on the behaviour of oil in the cold clime to happen methods of remotion and simulation trials to analyse response times.

Cold Temperatures and Ice Barriers

Research shows that the cold Arctic temperatures and presence of ice can assist to cut down environmental impacts and increase response effectivity. The cold Arctic Ocean changes the physical features and behaviour of oil in H2O. The equilibrium thickness of oil is greater in cold H2O intending the oil will remain centralized in a smaller country and spread less quickly. This benefits recovery by leting longer response times and raising removal per centums. Assorted hydrocarbons ‘ vaporization rates are reduced in low temperatures, giving response squads a greater opportunity to take more oil before these constituents disappear into the ambiance. Although the huge sum of ice in the Arctic Ocean hinders human mobilisation, blocks of ice can move as barriers to halt the oil from distributing, hence doing unmoved combustion and surface skimmers more effectual. High ice concentrations may besides encapsulate the spilled oil, maintaining the oil isolated from ecosystems until the toxic hydrocarbons are removed. Each of these features helps to better the effectivity of an oil spill killing ( Velez et al. 2010 ) .

Response Simulation Surveies

Companies and industry leaders have conducted several simulation undertakings to prove response times and killing processs given different variables and conditions. In their article, G. M. Skeie et Al. outlined a simulation survey to prove 1800 possible scenarios that could happen in the field. The research workers designed the survey to turn to possible results of an oil spill and analyse the effectivity of different responses. The scenarios featured variables such as “ starting clip, shortest impetus clip to shore, weave conditions, and stranded oil sums ” ( Skeie et al. 2006 ) . The squad calculated the environmental hazards and sum of oil stranded after fake response steps and used this information to compare the different response schemes. Several research plans and simulation surveies like this have been funded by “ oil companies every bit good as other organisations, either independently, through Joint Industry Projects ( JIP ) , or as portion of an industry association ” ( Velez et al. 2010 ) to better response methods and fix for these exigencies.

Recovery Schemes

The possible oil spill recovery schemes are mechanical recovery, chemical dispersant applications and controlled combustion. Mechanical recovery methods deploy big oil-skimming vass that skim the oil off the ocean ‘s surface and utilize containment roars to forestall oil from distributing. Mechanical recovery is the most common and practical solution used in oil spill responses in the yesteryear ; nevertheless this method will confront challenges during periods of high ice concentrations in the Arctic Ocean. On the other manus, chemical dispersants, which have been “ recognized worldwide as an environmentally acceptable and extremely efficient agencies of quickly extinguishing spilled oil offshore, ” ( Velez et al. 2010 ) can be applied aerially and distribute by strong air currents and beckon action. Research and field trials have proven these dispersants to be effectual in the rough Arctic conditions, despite misconceptions. In-situ ( Latin for “ in topographic point ” ) combustion besides offers another valuable option to mechanical recovery that can take spilled oil rapidly and expeditiously. Burning techniques are besides really effectual for scenarios with high ice concentrations or when big sums of oil are trapped in ice. By-products of firing oil have minimal harmful aquatic effects.

Research shows that although the Arctic is a extremely sensitive and ambitious environment, the idea of cleaning up an oil spill in the Arctic Ocean is non hideous despite popular public sentiment. Companies and industry leaders have devoted clip and support to fix for an exigency and to analyze the environmental hazards of an oil spill in the Arctic.

Operational Pollutants

Large volumes of waste merchandises and risky air pollutants are generated during seaward production operations. This subdivision identifies the environmental menaces associated with these pollutants.

Drilling Wastes

As Eia and Hernandez province in their article, “ A major issue facing operators today is the big volume of greasy waste liquids produced during well operations ” ( Eia and Hernandez 2006 ) . The waste watercourse excreted by production operations includes boring clay or fluids, produced Waterss, and bore film editings. Each of these merchandises contains variable composings of toxic chemicals that can infect the environment and harm aquatic life. Technology betterments in boring and production processs have greatly decreased boring waste volumes, “ as today, industry adds 2 to 4 times more oil and gas to the US modesty base per good than in the 1980saˆ¦with 65 per centum less waste being generated ” ( Rana 2008 ) . However, the environmental impact due to each production Wellss ‘ waste watercourse, irrespective of the concentration of scarce toxic stuff, can non be ignored because on a expansive graduated table, these pollutants combine to bring forth a huge environmental footmark.

Drilling claies are an indispensable portion of the boring and production procedure because the fluids lubricate and chill the drill spot and pipe, take drill film editings, and command bottom-hole force per unit areas. These fluids can either be water-based, oil-based, or man-made oil-based depending on the boring scenario, with oil-based fluids being the most toxic. The boring clay can incorporate many harmful chemical compounds and toxic stuffs, such as additives, oil, lubricating oil, and many radioactive elements. The waste fluids can respond with the environment through groundwater or surface H2O reservoirs, inadvertent release from intervention installations, soaking up into the dirt, or vaporisation of volatile constituents. The United States Environmental Protection Agency requires that boring claies transcending certain degrees of chemical concentrations are disposed of in onshore waste disposal installations or deep injection Wellss. However, boring wastes that do non run into this standard can either be taken to a landfill or released into the organic structure of H2O where the toxic stuff can respond with the environment ( Rana 2008 ) . Several companies have worked towards “ boring and completion fluids that are greener and more biodegradable ” ( Eia, Hernandez 2006 ) . One such company is M-I SWACO, which invents boring and environmental solutions for Schlumberger, a big boring service company.

During the oil and gas production procedure, produced Waterss such as formation H2O, injection H2O, or other industrial Waterss are generated in the well-hole with changing degrees of hydrocarbon concentrations. These Waterss besides contain hints of heavy metals and other chemical solutions, such as inhibitors and biocides, which prevent micro-organisms from moving of course. On site separation methods aim to take oil and toxic chemicals from the produced Waterss, nevertheless fractional composings remain irrespective of separation effectivity. The staying dissolved hydrocarbons and other chemicals become pollutants when the produced Waterss are discharged into the organic structure of H2O, “ volumes of such discharges reach 1000s of dozenss of oil a twelvemonth, ” ( Rana 2008 ) on a world-wide graduated table. Companies frequently dispose of produced H2O with potentially unsafe composings in deep aquifers isolated from groundwater reservoirs, nevertheless inadvertent release is still a menace to be considered.

Gas Emissions

Natural gas sedimentations normally contain unsafe gases such as methane, H sulphide, and other volatile organic compounds. When reservoir force per unit areas are high, which is surely possible in the deep militias of the Arctic Ocean, runawaies and detonations become unsafe environmental menaces because of gas emanations. Flaring is another procedure that can let go of unsafe compounds into the ambiance ; flaring is utilised to command force per unit area malfunctions and to divide oil and gas composings by firing off and let go ofing extra reservoir gases. The gases released during flame uping can include sulfur dioxide, benzine, nitrogen oxide and methylbenzene, which are responsible for several human wellness jobs. S. Rana predicts that “ a individual offshore rig emits the same measure of pollution as 7000 autos driving 80 kilometres a twenty-four hours. ”

Another fright related to gas emanations is the add-on of harmful chemical compounds to the planet ‘s agony atmosphere and ozone bed. All the recent attending to planetary heating and the Arctic ‘s runing ice caps raises consciousness of gas emanations. Future production undertakings in the Arctic Ocean are traveling to be watched acutely for environmental errors and operational impacts. Before mass boring in the Arctic can take topographic point, gas emanations have to be reduced or eliminated wholly, or the liquescent ice conditions will decline.

There are a few chief environmental hazards associated with Arctic boring: the impact on the environing environment ; the danger for the endangered and sensitive wildlife of the part ; and the hazard of harming human populations. Large volumes of toxic chemicals can organize in the Arctic if careful environmental protection programs are non taken to cut down toxicity degrees and to forestall oil spills. High concentrations of toxic chemicals can turn throughout the nutrient concatenation, jeopardizing wildlife and aquatic species, and finally endangering human populations. If gas emanations are non cut off wholly, the ambiance will endure from increasing nursery gases taking to human wellness jeopardies and endangering planetary heating conditions.

Drilling IN THE ARCTIC

Historically, boring economically executable Wellss in the Arctic was hard due to extreme conditions conditions, environmental concerns, and the deficiency of boring engineering. However, technological promotions have created several feasible chances to bore Wellss in countries of the Arctic that were ab initio seen as wasteful due to the high costs of boring and production operations.

Onshore Drilling in the Arctic

One of the chief jobs with boring and finishing an onshore well in the Arctic is happening a manner for the rig and its workers to execute at a high degree while covering with the utmost conditions conditions and clip restraints. The Alaskan boring season was comprised of 130 available boring yearss, get downing in late December and normally go oning through late April, doing finishing a well from start to complete really hard. Access to the Arctic tundra is non possible until around mid – December, hence rig can non get down boring until late December and so normally finish boring about May 1st, which is the cause for the short boring season. The mean onshore good in the Arctic, get downing with the mobilisation of the rig and coating with the demobilisation of the rig, requires 90 yearss to finish which allows for about one well, per rig, per season to be drilled. The bulk of those 90 yearss were used in set uping up and set uping down on the well site and non the existent boring of the well ( Shafer 2007 ) . Besides, highly cold temperatures pose one of the largest menaces to set up in the Arctic, because the ability of a rig to execute in highly cold conditions and trade with onsite jobs is indispensable to the boring operation being successful. Low temperatures and ice can decelerate, or even halt, all boring on a well site and waste big sums of money because no work is being done ( Keener and Allan 2009 ) .

Hybrid Coil Tubing Drilling Rig

One proposed thought to rush up good completion clip was to utilize a intercrossed spiral tubing boring rig ( CTD rig ) that was smaller and quicker to set up up and set up down. A CTD rig has the ability to bore conventionally, bore utilizing a rotary drill, and bore utilizing coiled tubing doing a CTD rig an effectual option in several different conditions environments ( Shafer 2007 ) . Furthermore, extinguishing the sum of truck tonss traveling back and Forth from drill sites to refineries more than 50 stat mis is indispensable because day-to-day transit costs could sometimes be the day-to-day boring costs ( Keener and Allan 2009 ) . A CTD rig significantly reduces the sum of tonss needed to finish a well because the rig has fewer parts and can be operational in less than an hr after geting onsite.

There are downsides to the CTD rig nevertheless ; CTD rigs were non originally designed for the Arctic, lack some of the protection a larger rig provides to it workers and do non hold the ability to bore past 7200 pess. The CTD rig has yet to happen a solution to covering with the cold temperatures while remaining operational. If the temperature drops below -350F, so all the Cranes will be shut down because the Cranes become brickle due to the cold. This job has troubled oil and gas geographic expedition in the Arctic throughout history and still causes job today. During the 2006 Alaskan boring season, from January to February, the mean temperature was -350F and the maximal temperature was -150F, which lowered the possible productiveness of Wellss while increasing the cost. While these challenges are important, overall the CTD rig could be a utile solution to happening an efficient rig to bore in the Arctic ( Shafer 2007 ) .

Offshore Drilling in the Arctic

While boring a good onshore on the Arctic ice is a dashing undertaking, successfully boring an offshore well in the close – stop deading cold H2O is an even harder undertaking. Ice direction, limited boring deepness ranges, ice – filled Waterss, limited boring seasons, and exposure to severe conditions are merely some of the major jobs that offshore boring units must fact to be successful.

Offshore Boring Unit of measurements in the Arctic

The Arctic conditions are so rough that new boring units must be designed specifically for the rough Arctic conditions. The new designs must non merely be efficient, but besides economical for the company boring the well. Several different types of boring units were examined such as semisubmersible boring units, doodly-squat – up boring units, and drillships. The semisubmersible boring units were rapidly ousted because the riser column had jobs with ice buildup, several infrastructures were left unfastened to the harsh conditions, and the unit took to hanker to transport. The doodly-squat – up rig was besides deemed as unacceptable because its lattice legs were unfastened to the environment and had major ice buildup jobs. In add-on, transit of the unit took excessively much clip. Evaluation of the drillship showed that its capablenesss make the drillship the most logical pick as a possible solution. The drillship has a big hull that protects the riser column from ice buildup, and is able to transport itself expeditiously. The drillship solution besides offers self sufficiency for periods up to 8 months ( Keener and Allan 2009 ) .

Logisticss of Drillships

There were several facets that were considered in the designs for a new drill drillship. The first job that interior decorators dealt with was the structural design. The bulk of conventional drillships had antecedently had their infrastructure and topside constructions, such as the derrick, made individually from the remainder of the ship and so loaded on the ship once its building was finished. Most of the individually constructed pieces needed extra conditions coverings to protect the ship ‘s workers, but the coverings added important sums of weight to the ship and took up unneeded infinite ( Keener and Allan 2009 ) . Another issue taken into consideration is the altering ice conditions, which lead to the demand for a drillship that had a manner to cover with ice rapidly plenty to transport itself expeditiously while minimising transit costs. Additionally, there is a demand for a system that could maintain the ship accurately onsite while besides covering with the environmental conditions ( Allan et al. 2009 ) . While there are many logistical jobs that drillships brush with boring Wellss in the Arctic, we will concentrate on the stated jobs because they are the most relevant to the proposed solution.

The Arctic Class MODU Drillship

After all the different jobs and possible boring reverses in the Arctic were taken into consideration, the Arctic Class Mobile Offshore Drilling Unit ( MODU ) Drillship was proposed as a solution ( Allan et al. 2009 ) .

Structural Design

The interior decorators constructed the MODU Drillship to include the individually constructed infrastructures and topside constructions and by incorporating these constructions into the hull off the ship and around a cardinal well building country ( Keener and Allan 2009 ) . By incorporating the infrastructures and topside constructions into the hull, interior decorators greatly increased the hull ‘s cardinal hull lading ability and structural unity. This design besides eliminated the demand for many of the dearly-won conditions protection constructions because the constructions were now protected by the hull ( Allan et al. 2009 ) .

Ice Management and Transportation

The following component interior decorators dealt with was the drillships transit capablenesss and ice direction scheme. The hull of the MODU Drillship, combined with pod – pushers to impel the ship, proved to be strong plenty to interrupt through the bulk of the ice necessary to acquire to boring locations. Risk appraisal shortly showed that non utilizing an iceboat bodyguard would be an ailment advised determination. Therefore the usage of ice ledgeman bodyguards determined the drillships ability to hasten the transit clip to location in ice filled Waterss ( Allan et al. 2009 ) .

Keeping the Drillship Onsite

Several different types of positioning systems were evaluated for the MODU Drillship. A moorage system proved to be the lone type that would work efficaciously. A big part of the Arctic Waterss are considered to be shallow H2O boring locations and a dynamic placement system, in shallow H2O, could non supply plenty truth for the drillship to be effectual. After several surveies with different types of stuffs used in the moorage system and the constellation of the system, a 12 point moorage system that is arranged in four groups with three lines of ironss per group proved to be the best solution. Several stuffs to utilize for lines were tested and the usage of ironss proved to be the best solution for the MODU Drillship because the drillships could manage heavy tonss, and the environment had the least consequence on the drillship itself. The four groups would so be set up equally spaced around the drillship so that they could work every bit good as possible. While different variables such as H2O deepness and environmental conditions finally determine what the best placement system for the state of affairs, the 12 point moorage system seemed the most logical and effectual for the MODU Drillship ( Allan et al. 2009 ) .

Global Video Games Industry [pic] The world video gaming industry is predicted to record 9% yearly growth through 2013, to exceed $76 billion, according to Business Insights. Mobile and online gaming formats will fuel the market, with customers taking advantage of wider, faster and more mobile internet access. Console gaming, the market’s current segment leader, will see its rate of sales decelerate. Since the first video game was launched on the market around 45 years ago, the video game industry has taken a central place in entertainment culture for children and adults alike.

Far from the solitary habit it may have been traditionally, online gaming involves communities and is based on interaction. Key Market Segments • Climbing world demand for Massively Multiplayer Online Games (MMOG) is expected to push the market to over $14 billion by 2015, according to Global Industry Analysts. Technological developments along with faster, wider-reaching broadband connectivity are driving the market. • The world social gaming market almost hit the $1. 5 billion mark in 2010, reports Business Insights.

The market is expected to reach close to $4 billion by 2015, with the US a leading region generating sales of $1. 2 billion, followed by Japan at $570 million. There are currently 600 million social gamers worldwide, with China representing close to 110 million, followed by the US at 95 million gamers. By 2015, it is predicted there will be close to 275 million gamers in China and 150 million in the US. Leading game companies include Playdom, CrowdStar, Synga, Digital Chocolate and EA. • With consumers connecting to the internet with smartphones, gaming has become increasingly mobile.

More than 27% of smartphone subscribers have installed one game or more, with close to 35% having installed at least five on their phones, according to Visiongain. Mobile game makers, and phone and electronic device makers have been collaborating to capitalize on the trend towards mobile gaming. • The world game console market is expected to reach almost $25 billion by 2014, according to MarketLine, representing almost 13% growth in five years. The Americas represent almost 45% of the overall market.

The three leading companies in the market are Nintendo, Sony and Microsoft. Regional Market Share • India’s gaming market is predicted to grow by 30% by 2014, reports Netscribes. The market is lead by mobile gaming, which represents close to 60% of the overall market. Gaming competitions, the creation of gaming zones and increasingly popular MMOGs will fuel the market. Service providers are likely to generate higher revenue, and 3D games will become increasingly popular. • China’s games and accessories market is expected to continue recording strong growth.

Peripherals and accessories represent a leading market segment, with increasing demand for auxiliary devices to keep up with gaming product innovation. • The online game market in Korea reached a value of over $2 billion in 2011, reports Pearl Research. Game companies in Korea continue to concentrate on international business, expanding in the US, the EU, China and Japan. Of the $585 million generated by leading game operator Nexon, the largest share came from business outside of Korea. Market Outlook

The global gaming industry has seen consumer demand soar thanks to social networking, technological innovation favoring mobile gaming, and the popularity of cyber communities promoting collective online gaming. Marketing and distribution is being facilitated by social networking sites, which do much of the work of attracting an increasing numbers of gamers. As ever, IP protection and piracy remain major issues for the industry, which continues to lose revenues do to illegal downloading. Moving forward, the global gaming industry is likely to represent an ever-present contender for other media, including music and TV.

As the cultural trend towards social networking and gaming continues, consumers are as likely to log in to play a leading game (like World of Warcraft) as they are to switch on the TV to watch a film. Leading Industry Associations • American Gaming Association www. americangaming. org • Entertainment Software Association www. theesa. com • National Video Game Association http://nvgaonline. com • Interactive Software Federation of Europe www. isfe. eu • European Games Developer Federation www. egdf. eu

In the growing FMCG market of Hong Kong, the concept of brand strategy for supermarkets is the most vital variable of interest to retailers. This research makes an in-depth analysis of the dimensional aspects of brand strategy for supermarket industry with additional focus on the store image which is the antecedent for store loyalty. The research extends to examining the efforts of the supermarkets in Hong Kong to assess the effectiveness of such efforts in building a brand strategy for an effective store loyalty towards their stores.

The research proposes to achieve the objectives of assessing the effectiveness of the efforts of the supermarkets in building a brand strategy by a review of the available literature on the topic of study and also by conducting a social research by employing recognized research methods to present a comprehensive and analytical report on the findings of the research. The study proposes to use qualitative methods for the collection of secondary data and information including a collection of a wide range of resources for a review of the literature on the topic of the study.

Quantitative method in the form on an ‘Online Survey’ of the customers of supermarkets by using a well constructed questionnaire to collect their opinions on the effectiveness of the efforts of the supermarkets in building a brand strategy in the supermarket industry in Hong Kong. The study will consider various attributes that promotes the brand strategy towards the supermarkets in Hong Kong. The case of PARKnSHOP will be studied to present an analytical report on building brand strategy by the supermarkets in Hong Kong.

1.0 Introduction

It will be astounding for the people who visit the Asian Cities like Hong Kong, Singapore and Bangkok for the first time to witness the role, shopping plays in the culture of the local people in this region. Retail therapy can be considered to be a conspicuous national pastime of these regions. With the growing wealth in Asia and with the enhancement in the disposable income of the people in the continent, there are every chances that consumer based firms will emerge as the strongest sector in the coming periods.

Under the Closer Economic Partnership Agreement (CEPA) there had been a higher influx of tourists from China which has resulted in a growth of 9. 7 percent higher sales in the departmental stores as of September 2006 on a year-on-year comparison. According to a survey conducted by ACNielsen the market research firm, on 22000 global consumers, Malaysia, Hong Kong, and Indonesia were included in the top 10 markets in the consumer confidence. (ACNielsen Global Consumer Confidence Report, Jan 2006)

With the increased consumer activities in the retail sales it becomes important for the super markets to assess the shopping habits of the consumers and adjust their marketing strategies to maximize the sales growth and revenue. This is especially necessary in a large consumer market like Hong Kong. The effectiveness of the actions from the supermarkets on improving the stores loyalty, though depends largely on the consumer buying habits there are several other factors that determine the store loyalty like, proximity of location of the stores, brand awareness, quality of the products, pricing and promotional offers and other consumer habits.

Being a highly sensitive issue getting the store loyalty of the consumers is a tough task for the supermarkets as switching to alternative stores by the customers costs nothing to them and is also less cumbersome. This poses a great challenge to the supermarkets. In this context this research makes a detailed study into the effectiveness of the efforts of the supermarkets in building a brand strategy for establishing store loyalty among the consumers.

1. 1 Rationale behind the Study

With the advent of globalization there has been tremendous increase in the industrial activities globally which in turn has resulted in the increase of the purchasing power of at least a section of the people. Especially the higher level of compensation being offered for various levels of employment positions in the information and communication technology sector has led to a boom in the retail sector. With the increase in the affordability of the people new supermarkets come in to the market.

This has also resulted in the number of new supermarkets in the market apart from increase in the volume of business of the existing stores. With the increased entrants the supermarkets find the competition among them going stiff and it becomes necessary for them to find newer ways of attracting the customers and retain them by building a brand loyalty for their stores among them. It becomes interesting to witness the additional efforts being taken by the supermarkets especially in the Hong Kong market where there is a large volume of shopping activity.

Being a Hong Kong resident I was inquisitive to study the effectiveness of the efforts being taken by the supermarkets in Hong Kong in building store loyalty and how far they are successful in retaining the customers by using the concept of building a brand strategy.

1. 2 Research Objectives

The research aims to study the brand strategy of the supermarkets in Hong Kong to attract new customers as well as the existing customers. In order to achieve this aim the research has identified the following objectives which the research propose to achieve using appropriate research methods.

• To study the various factors that affect the store loyalty of the customers in Hong Kong to understand the brand strategy required to be adopted by the supermarkets to improve store loyalty among the consumers

• To examine the various efforts being taken by the supermarkets for building a brand strategy to improve the store loyalty of the customers in the context of Hong Kong market

• To conceptualize the promotional efforts of the supermarkets in Hong Kong in achieving the loyalty of the consumers by adopting suitable brand strategy.

1.3 Research Hypothesis

While trying to achieve the research objectives the study also attempts to test the following research hypotheses

H1: Hong Kong being a market with a high level of variation in the demographic structures it is difficult to precisely identify the factors that will contribute to the creation of store loyalty among the supermarket customers.

H2: The supermarkets by evolving suitable brand strategies for loyalty promotion would be able to improve the effectiveness of their efforts in building store loyalty among the customers.

H3: The customers of supermarkets because of the nature of the goods they purchase the brand loyalty is more prominent than the store loyalty.

1. 4 Structure of the Dissertation With a view to present a comprehensive and cohesive report on the efforts of the supermarkets in Hong Kong for building store loyalty, this presentation is divided into different chapters. Chapter 1 which introduces the subject matter of the research study to the readers also presents the rationale behind the research and objectives of the research as also the research hypothesis.

Chapter 2 makes a detailed review of the available literature on the global supermarket industry supermarket industry in Hong Kong, the shopping habits and store loyalty of the customers, and the efforts of the supermarkets in evolving a brand strategy for building the store loyalty.

Chapter 3 describes the methodology the research study has undertaken to achieve the research objectives including the research design.

Chapter 4 details the findings of the research followed by chapter 5 which presents a detailed analysis of the findings of the study.

Concluding remarks on the report in the form of a recapitulation of the issues that are studied by the research forms chapter 6. , which also includes few recommendations that may help the supermarkets in evolving the right strategy for building up the store loyalty of the customers.

2. 0 Literature Review

Brand loyalty forms the basis of customer satisfaction. Many scholars on the different perspective divided brand loyalty into different levels. For example, Hallberg (2003) attempts to encapsulate both emotional loyalty and behavioral loyalty into the loyalty pyramid, and argues emotional is the primary driving force of brand loyalty.

Fournier (1998) states that brand can be acknowledged as the relationship between customer and brand. He also classified this relationship into three types: marital commitment, falling in love and adolescent best friendship. Customer satisfaction has always been identified as an outcome of the relative strategies of the retailers and an essential prerequisite for customer loyalty and retention. However Reichheld (1996) points out that the view that ‘customer satisfaction is the key to securing customer loyalty’ is far from a fully robust philosophy.

Buttle (1997) is of the opinion that satisfaction does not always lead to customer retention and also conversely the dissatisfaction also does not always result in defection. Where there are high emotions attached to consumer purchase, it generally may happen that there are some initial efforts of shopping around. When this emotion drains the initiative to look for more sources of supply fades away. Therefore according to Blois (1997), it is necessary for any model to differentiate between true vendor loyalty and simple repeated purchase behaviour.

The model should also provide for inertia. (Cumby & Barnes, 1998) But Hallowell (1996) observes that most of the consumer studies of satisfaction and store loyalty do not recognize these factors. Inherent satisfaction may form the basis for one form of loyalty in those situations where the customer has put some efforts in identifying the store for a best deal. But in other circumstances where the other situational drivers like time or opportunity costs operate the satisfaction may lead only to ‘default loyalty’ when the customer does not any more require any efforts to locate the store.

In these cases, satisfaction does have only very little or no effect in creating loyalty. Convenience of location was found to have more strong motivational capability in FMCG store loyalty than supermarket loyalty schemes as per the study by East (1977). Jones & Sasser (1995) have observed that these customers are made ‘hostages’ too many other potent forces acting on them. “In FMCG retailing in particular strategies designed to encourage simple repeat behaviour or to minimize disruption of consumer inertia may be considerably more beneficial than costly, interactive, relational strategies”(Jones & Sasser, 1995).

There is a direct relationship between the store image and store loyalty. It can be pointed out that more positive is the store image greater is the degree of store loyalty. Stores always use a number of measures to measure store image and thereby store loyalty. There are more dimensional aspects that are being used by the scholars in the store image and store loyalty studies. Mueller et al. (1992), has identified the following measures:

(1) Advertising Efforts: The advertising efforts of the retailer are the first measure that is being used for the building up the store image.

The effectiveness of the advertising efforts depends on the characteristics of providing more information, help to the consumers, appeal aspects and the extent of truth contained in the advertisements.

(2) Store Presentation The physical appearance of the store helps a lot in building up the customers’ loyalty towards the store. The appearance is influenced by the cleanliness, attractiveness, display of the items which makes the customers to find them easier, space for moving through the store and the speed of check out. Thus the physical characteristics of the store are an important measure for improving the store loyalty.

(3) Location of the Store The location of the store also influences the store loyalty of the customers. The location should facilitate easy reach for the consumers within the shortest time possible. There should be ease in driving to the store and also the store should be located in such a way that the customer can reach the other stores easily for their other requirements.

(4) Peer Recommendation The advice and recommendations of the friends about the store also have a say in building up the store loyalty. The number of friends who patronize the store also will influence one’s degree of loyalty on the store.

(5) Selection of Merchandize The ability of the retailer in assortment planning will enable him to build better loyalty for the store among the customers. The maintenance of a particular level of stock is of prime importance for a retailer. Out of stock (OOS) is considered as a common phenomenon in the FMCG market. “A study conducted by the National Association of Convenience Stores in the U. S. showed that consumers would typically stop shopping at a certain store after encountering the “out-of-stock problem” for an average of 2. 4 times.

” (HKGCC, 2003) Thus the most important aspect in building up store loyalty is the careful selection and maintenance of an optimum level of stock of various goods. More the number of brands the greater are the chance of improved store loyalty of the customers.

(6) Quality of Personnel The presence of a pleasant and helpful staff inside the store wins half the battle for loyalty of the customers. The politeness and courtesy of the store personnel will always double the loyalty of the customers towards the store. The number of staff present does also make a difference.

The number should be neither too low nor too high. The presence of a large number of store sales personnel would make the customers feel that that the sales personnel are breathing on their necks which is not a healthy situation for developing the loyalty.

(7) Price factor Since all the FMCG consumers will be cost conscious they will have the tendency to compare the prices offered by different store and switch their loyalty easily to that store where they get the maximum price advantage. This makes the retailer to do a careful pricing of various commodities so that they are at comparable levels.

More number of special prices will attract more customers and improve the loyalty. The pricing should be such that the customers should feel that they get real value for the money they spend in the store.

(8) Store Dependability The customer loyalty towards the store will be greatly enhanced by the dependability of the store for the quality of the products and the brands being sold by the store. The store which sells most of the famous brands is likely to hold more esteem in the minds of the consumers than one which sells low quality goods.

The dependability of the store will be enhanced by the value the store provides for the money being spent by the customers on the goods of the store.

3. 0 Research Methodology Several methods of collection of data for this research were considered. It was necessary to arrive at a specific method that will be appropriate to attain the objectives of the research; which depended on the subject under study. For that, the researcher collected the available information about research methods and carefully analysed the difference between the two major data collection approaches (i. e. the qualitative and quantitative research methods). On an analysis of the relative merits and demerits of both the techniques it was decided that this research will use both qualitative and quantitative methods to gather the required data. A brief description of both the techniques is presented below for the information of the readers.

3. 1 Qualitative Method: The qualitative method is ‘one of the two major approaches to research methodology in social science’, which involves ‘investigating participant’s opinions, behaviours and experiences from the informants’ points of view’.

In contrast with the quantitative research method, the qualitative research method ‘does not rely on quantitative measurement and mathematical models, but instead uses logical deductions to decipher gathered data dealing with the human element’. The difficulty in using this research method is ‘that it is more expensive, has smaller sample sizes and is hard to measure’ In qualitative research method non-quantitative’ methods of data collection and analysis is being used (Lofland ; Lofland; 1984). Qualitative research method been defined as ‘focuses on “quality” rather than quantity. Read about Doughnut Industry

While some other researchers say Qualitative method involves a subjective methodology and making the researcher as the research instrument (Adler and Adler; 1987)

3. 2 Survey Method Surveys are one of the most popular methods to collect primary data from the informed sources of data. As Denscombe (1998) stated, the purpose of a survey is “to get a detailed and comprehensive view about the data obtained, which will be used for mapping”. There are three main characteristics in survey method which are pointed out by Denscombe (1998) as follows: ? Wide and inclusive coverage

At a specific point in time  Empirical research The popularity of the surveys method is established due to the fact that it provides a quantitative or numeric description of some fraction of the population, that is, the sample, by asking question (Creswell, 1994; Neuman, 2002; Fink, 1995). Under surveys it is possible to make a generalisation of the results obtained as the surveys allow a large number of respondents to participate in the survey. However, there is a low-response bias because many people do not wish to participate in the survey (Aaker, Kumar ; Day, 1998).

In order to get a clear indication of the effectiveness of the efforts of the FMCG retailers in building store loyalty, the survey method had been chosen for the collection of more information with the object of describing, comparing or explaining the knowledge, attitude or behaviour of the subjects and thereby to arrive at some definite conclusion for the research question. The research will also undertake the case study of PARKnSHOP as a part of the study into the topic.

4. 0 Conclusion

Having chosen the research topic I intend to collect from all the available sources the basic information and details about the shopping habits of the supermarket customers and the efforts on evolving brand strategy by the supermarkets in Hong Kong. This would enable me to supplement my case study on the topic. To make a comprehensive literature review on the subject I intend to get a collection of all journals and professional magazines which contain articles, research papers and post doctoral thesis papers submitted on the topic.

It is our pleasure to submit this term paper on ” Strategic Management process of Leasing Industries in Bangladesh” , with special emphasis on IDLC(Industrial Development Leasing Company), which you assigned to us as a part of Management course requirement. The report focuses on the growth potential of the leasing industry in Bangladesh. It emphasizes on the Strategies used by these companies to survive in the market, and this report highlights the problems and prospects of leasing sector in Bangladesh, IDLC in particular.

The leasing industry is the relatively new in Bangladesh and this report seeks to emphasis on the current market position of the leasing industries and the STRATEGIES used by these leasing industries IDLC, in particular. This report emphasis the future potential of the leasing industries the competition faced by these industries in the market and many other important factors. The main strong point of this report is the collection of the most current data associated with the companies.

Special emphasis is given on the Corporate level Strategic frame work followed by these industries, and their future plans of growth (IDLC) in particular. Introduction The leasing sector is relatively new in Bangladesh with two large listed companies operating most of the leasing business in the country – Industrial Development Leasing Co. (IDLC) and United Leasing Company (UCL). Both companies were setup in the late 1980s assisted by foreign development finance institutions such as IFC, CDC, and ADB.

Another six new companies started business in the late 1990s assisted by local funds. There are no specific regulations for leasing companies, although they come under the Bangladesh Bank’s domain under the non-banking Financial Act. Among the financial sectors, leasing plays a pivoted role in economic development of a country. It allows lessee to use assets without ownership. This sector could be able to avoid default culture and provide employment opportunity to talent university graduates and thereby improves the macro economic situation of a country.

While default culture captured the entire financial sector, leasing sector is escaping the situation. Our endeavor is to focus on the strategies of these leasing companies, in the market. There are two popular approaches under the corporate level strategic frame work , they are the grand strategies framework and the corporate portfolio matrix, our emphasis on this report is the Corporate Portfolio Matrix which is also called the BCG model( Boston Consultant Group). Corporate Portfolio Matrix.

One of the most popular approaches to corporate-level strategy has been the corporate portfolio matrix or the BCG model. Developed by the Boston Consultant Group in the early 1970’s, this approach introduced the idea that each of an organizations SBU’s should be evaluated and plotted on a 2X2 matrix to identify which one offered high potential and which were a drain the organizations resources. The horizontal axis represents the market share and the vertical axis represents the anticipated market growth. Cash cows (low growth, high market share).

Products in this category generate large amounts of cash, but their prospects for future growth is limited. Stars (high growth, high market share). These products are in a fast growing market and hold a dominant share of the market but might or might not produce positive cash flow, depending on the need for investment in new plants and equipment or product development. Question Mark (high growth, low market Share). These are speculative products that entail high risk. They may be profitable but they hold a small percentage of the market share. Dogs (low growth, low market share).

This category does not produce much cash nor does it require much. These products hold no promises for improved performance. Due to the different nature of the leasing industry it is difficult to position the company (IDLC) into the portfolio matrix, we must first understand the firms current market share and market growth, although IDLC has a high rate of anticipated market growth, which can be determined by the graph. But this alone is not enough to determine the position of the IDLC in the BCG matrix, many other factors need to be taken into account like.

The government has seen the importance of regulating sales of bottled water in the country as volume and value sales of it increased as a result of consumers and households perceiving that it is of superior quality to that of tap water. In 2012, the Safe Bottled Water Act of 2012 was approved on final reading in the House of Representatives. The Act seeks to mandate that the Department of Health establish clear labeling requirements for bottled water including source and type of water, yep of treatment, date of bottling, etc as a means to regulate the quality and authenticity of the bottled water sold on the market.

Coca-Cola Export took the top spot in 2012 with a 6% share of off-trade value. The company maintained its leadership in 2012 due to the strong distribution of its bottled water brands Wilkins and Viva!. Both brands have strong brand equity in the market and are known and trusted by consumers for their quality. Although at a higher price point, Wilkins continues to be a trusted brand name amongst families ND is especially popular for families with young children.

Constant retail value sales of bottled water are expected to increase at a CARR of 2% over the forecast period. Better economic growth and more active lifestyles will help the category register healthy value growth between 2012 and 2017 as more consumers will continue to seek cleaner drinking water. Bottled water is expected to have lower forecasted growth than that seen over the review period due to the increasing maturity of the market.

At a young age of 29, the British native of Indian origin Ishveen Anand achieved a significant milestone in her professional career – her name was featured at second position in the Forbes annual list of ‘young game changers, movers and makers’ under the age of 30, known as Forbes 30 Under 30 Global Prodigies list.

She was chosen in the Sports category for having founded OpenSponsorship, a first of its kind online marketplace for sports sponsors to search connect and sponsor various types of rights holders. Rights holders can range from teams, athletes, federation, leagues, agents or stadiums. She formerly played a key role in brokering sports sponsorship agreements in India, including Bridgestone’s first cricket deal in the country. Current Indian rights holders include Indian Cricket Team’s captain Mahendra Singh Dhoni, F1 team Force India and World Kabaddi League. Generally, the deal sizes start from $1K and range up to $10 million.

Born and brought up in Manchester, England, Anand completed her studies in Economics and Management from Oxford University, Keble College. After working for a brief stint of about 2.5 years with London-based boutique retail management consultancy firm Javelin Group, Anand entered the sports world in India. She moved to India to work for a Delhi-based sports agency Commune and spent almost 3 years servicing Mumbai Indians, Hero MotoCorp, ICC, FIH, Pernod Ricard, Idea and many more companies.

Later, in 2011, she started Auxus to work in cross-border sponsorship, particularly between UK and India. But after getting married to a Fashion Designer (KAS New York) in 2012 and moving back to New York, Anand faced difficulties continuing and managing Auxus’ business operations considering the geographical distance, different time zones and different sports. Finally, in March 2014, Anand came up with the idea of OpenSponsorship, which she launched officially in August 2014.

A true sportsperson at heart!

Anand describes herself as a motivated, passionate and loyal person. Her parents (both sets) are her role models. She believes in working hard and doing things right. Anand has herself played sport all her life – netball and cricket in particular. She has even captained both the netball and cricket teams during her college life. Apart from playing netball and cricket, she loves to watch American Football tournaments.

She is a firm believer in the importance of sports to be used as a tool to boost confidence and develop various skill sets in every child. Expressing her views about the importance of inculcating the spirit of sportsmanship in people right from a very young age, Anand says, “Sport teaches you how to deal with losing at a young age, moving on, not breaking bonds over it and putting things into perspective. On the flip side, it shows you how hard work can pay off and make you a winner.”

She further says, “The first time I cried for joy was at 11 when we won a netball tournament. Playing sports make you passionate. You can only succeed in life if you know how to deal with setbacks and know how to improve for better. Playing sport, at such a young age, gave me a role in the family and a talking point on the dinner table. The relationship with my parents was strong when we won, and even stronger when we lost, and that leaning on family when it’s going tough never changes.” Not only she is a true sports person, but she is a true Indian by heart. Anand loves Rajma Chawal and her favourite Indian movie is Lagaan.

In a tête-à-tête with Entrepreneur India, Ishveen Anand, Founder, OpenSponsorship, shares her views on the challenges faced initially, her message to women entrepreneurs in sports category, and the difference she strives to make in Indian sports scenario:

How did OpenSponsorship come into being? What is your vision behind it?

Once I moved to New York, many of my existing clients asked for assistance in International operations, which eventually turned out to be highly inefficient considering I was only collecting information and not closing or discussing the deals.

In New York, websites serve every purpose. Seamless is where you order lunch; Uber is how you get a taxi; Freshdirect is to order groceries; Zocdoc is to book your doctor appointments; Housekeep is to clean your houses and so forth. But when it came to my day job, I was still looking for companies in product sector or football teams in Turkey. I realised how archaic our industry still was. Cold calling and little black books were how we started sales. Hence, I got the idea for OpenSponsorship.

The vision is to make sponsorship easier for both sides – rights holders and corporates. I really believe in sponsorship as a marketing tool and want all corporate houses – big or small, to benefit from the many positive externalities it brings.

Do you think India has a robust sports culture?

Sports culture can be split into viewing and playing. As far as playing is concerned, definitely not! The amount of state champions whom I met from India, who no longer play sport is crazy. It’s almost like a tick box and once done, playing sport is forgotten about. India has Gym culture, and for women, it’s Pilates and Yoga, but not Sport, which is a shame.

When I moved to India, I wanted to play sport. I looked around for Netball and Cricket, but to my disappointment there was nothing at all. So on the viewing side, I think male youth has a sports culture, but I feel it’s among the upper middle class only, and for the masses – its either Cricket or Bollywood.

Highlight the challenges you faced initially.

Graduating from Oxford, you think you should go into a certain type of job. I was fortunate not to face pressure from my parents, but you personally have these ideals – you will wear a suit everyday and earn lots of money etc. Realizing when something isn’t you and doing something about it is hard but important.

Also, being a girl in the sports world makes it easier to get noticed and remembered, but it’s harder to be taken serious at the senior level. People always thought I was my client’s daughter! That is something I combat every day, but essentially, what you say and how you present your thoughts and ideas is the most important thing.

How do you, via your platform, plan to make a difference in Indian sports scenario?

Access! We provide corporate houses and rights holders access to more opportunities for sport sponsorship. We treat India no different to any other region in the world. We want every Indian athlete, team, sport and corporate to be able to enjoy sport sponsorship the same as those in the UK or the US. If you have a strong social media presence, or you have an attractive sponsorship opportunity, our platform will help you put you on par with holders across the world with similar accolades.

What would you like to convey to aspiring women entrepreneurs in sports category?

Don’t be an entrepreneur too early. Join a company, learn how it’s done, get contacts, build your confidence and use what you have learned to start something if you feel there is a space for your idea. One should be an entrepreneur because no company is doing what you truly want to do and believe in. If there is, then go work for them – it’s easier and more effective.
I would like to convey to other women, who want to work in sports, to be professional, be knowledgeable, work hard, be confident, add value and improve business skills. Women have to work harder to be taken seriously.

What is your view on government’s approach to sports in India? Do you think there’s a huge room for improvement?

Any changes in policy take years to implement. It’s hard to comment on the current situation, since I haven’t interacted much with the Government in this regard. But in my view, Government policy/Indian education system has not fostered a good environment for a sports culture. When it comes to policy, there are 2 things – what you are doing for the grassroots and amateurs and what you are doing for the professionals. I think there is huge room for growth on both aspects.

What is your assessment of the worldwide motorcycle industry? Use the I-R grid to assess the industry. There are two main kinds of motorcycles which fall in the category of on-road and off-road vehicles. Since 2001 the sales and growth in the motorcycle industry has been relatively steady. The two wheeler model of the motorcycle is very cheap popular in South and East Asia and are bought by those who cannot afford a car. Aside from this, in rest of the world the motorcycle has suffered a bad name due to the negative social factor attached to them.

“Growth rates in the global motorcycle market have been remained relatively steady throughout the 2001-2005 periods. Global growth was driven by the rapid expansion of the Asia-Pacific market, although excellent rates of growth were also experienced in the US. On the other hand, Europe has suffered with negative rates of growth. The average price of motorcycles globally has fallen, and this is set to continue into the forecast period. Growth is predicted to be stable during the 2005-2010 periods, with an expected expansion of 24.

4% by 2010. ” (Motorcycle Industry Profile: Global, 2005) In the future through the motorcycle industry is due to face hard times due to loss of target market and decrease in sales from all around the world but specially from Asia which is the largest market for motorcycles in the world. The industry is at a median point in the IR grid for. The industry motorcycle industry has had to adopt integration strategies globally for its operations as the advancements in the communication technology were making the industry very competitive.

Similarly the industry still strives for managing operation at national and regional level throughput the world as it gives the company in depth understanding of the customers and provides them with substantial links for associating with the target market. B. What are the elements of Harley-Davidson’s strategy for competing in the motorcycle industry? Harley Davidson has its headquarters in Milwaukee Wisconsin and produces superior quality motorcycles specifically for the US market. However recently due to huge demand from the consumers, the company has started to manufacture its products specific to the global market as well.

The basis of the business is its extensive brand image and equity as well as the established connection and links both inside the US as well as in other regions around the world. “The company recorded revenues of $5,015. 2 million during the fiscal year ended December 2004, an increase of 8. 5% over fiscal 2003. The increase was driven by HDMC, which witnessed a 9% increase in units shipped. The company’s worldwide motorcycle sales (HDMC and BMC) generated 79. 9% of the motorcycles segment’s total revenue, and increased by 8. 4% during 2004. ”

The elements of Harley-Davidson’s strategy for competing in the motorcycle industry relate to the brand equity, high degree of customization and forming deep rooted long term customer relationships. The company is also able to make use of the word of mouth promotion from its loyal customers and associates who refer the brand to their peers. On the global scale the company has also invested in customizing the products and services for the local market while still maintaining the original image and personality of the brand. The strategy diamond identifies four elements for strategies which surround the economic logic for the company.

These elements include arenas, staging, vehicles, and differentiators. Analysis of Harley Davidson’s strategies according to the Strategy Diamond depicts the following:

Arenas:

• The company manufacturers customized heavy bikes with the latest technology. The focus is on the strength and the power of the bike. Other products that are offered by the company include a membership to its excusive club, H-D H. O. G. , exclusive biker memorabilia and branded paraphernalia, motorcycle shipping services, repair and maintenance services, a personalized Harley Davidson Visa card, rider education for beginners as well as bike rental services.

• The company provides products and bikes for all kinds of people, with varying age and gender profiles. Majority of the patrons of the bikes are male. The price for a H-D bike is on the high premium side as a result the customers of HD company are those who can afford it. Aside from this the company also manufactures bikes specifically for police and Fire rescue departments for their official use.

• Harley Davidson was initially only catering to the US market but with the increasing demand for its products, the company has expanded its target market to include people from all over the world.

Entering the new millennium, the company continues to improve operations, by its expansion into Europe, Japan, Australia China and Latin America.

• The core technology at place Harley Davidson is building customer relationships and providing them with the best quality product for their money. For this the company makes use of R&D procedures as well as adoption of latest technology in the industry to be competitive.

Vehicles: The company has made use of joint ventures to promote its products. One such example has been the joint venture with Miller Co. to associate to the beer drinking bikers.

Similarly the company has also employed the franchising/ licensing strategy which has enabled the company to operate and provide its products all over the world through its establishment in the U. S. Differentiators: The company differentiates the brand from others by emphasizing the quality and image of the brad. The high degree of customization provides for the unique customer experience and also results in adding esteem to the brand and its image. The heavy bikes manufactured by the company are styled to be the leader in the market. The bikes however are priced on the high side in order to correlate with the quality and image of the bard.