An Introduction To Network Topology

An Introduction To Network Topology In the context of a communication network, the term topology refers to that way in which the end points, or stations, attached to the network are interconnected or it is the arrangements of systems in a computer network. It can be either physical or logical. The physical topology refers that, a way in which a network is laid out physically and it will include the devices, installation and location. Logical topology refers that how a data transfers in a network as opposed to its design. The network topology can be categorized into bus, ring, star, tree and mesh. Hybrid networks (They are the complex networks, which can be built of two or more topologies). Bus Topology A Bus topology is characterized by the use of a multi point medium. A long and single cable acts as a backbone to connect all the devices in a network. In a bus topology, all computers or stations attach through the appropriate hardware interfacing known as a tap, directly to a bus network. Full duplex operation between the station and tap allows data to transmit onto the bus and received from the bus. A transmission from any station propagates the length of the medium in both directions and can be received by all other stations. At each end of the bus is a terminator, which absorbs any signal, removing it from the bus. Nodes are connected to the bus cable by drop lines and taps. A drop line is a connection running between the device and the main cable. A tap is a connector that either splices into the main cable or punctures the sheathing of a cable to create a contact with the metallic core. A bus network work best with a limited number of computers. Advantages Bus topology can install very easily on a network. Cabling will be less compare to other topologies because of the main backbone cable laid efficiently in the network path. Bus topology suited for a small network. If one computer fails in the network, the other computers are not affected they will continue to work. It is also less expensive than star topology. Disadvantages The cable length will limited and there by limits the number of stations. If the backbone cable fails, the entire network will goes down. It is very difficult to trouble shoot. Maintenance cost is very high in a long run. Terminators are required for both the ends of the cable. Ring topology The ring topology the network consists of dedicated point to point connection and a set of repeaters in a closed loop. A signal is passed along the ring in one direction, from device to device, until it reaches its destination. It may be clock wise or anti clock wise. When a device receives a signal intend for another device, its repeater generates the bits and passes them along. As with the bus and tree, data are transmitted in frames. As a frame circulates past all the other stations, the destination station recognize its address and copies the frame into a local buffer as it goes by. The frame continues to circulate until it returns to the source station, where it is removed. These topologies are used in school campuses and some office buildings. tifsTemp 13.a.tif Figure (2) Bus topology Advantages It performs better than star topology under heavy work load For managing the connection between the computers, there is no need for the network server. It is cheaper than star topology because of less wiring. By adding the token ring in the network, can create large network. Very order network because all the devices has a access to the token ring and opportunity to transmit. Disadvantages A break in the ring (such as a disabled station) can disable the entire network. It is much slower than an Ethernet network with under normal load. Any moves, changes and adds of the devices can affect the network. Network connection devices like (Network adapter cards and MAU) are much more expense than Ethernet cards. Star Topology In a star topology, each station is directly connected to a common node called hub. Unlike a mesh technology, the devices are not directly linked to one another. A star topology does not allow direct traffic between devices. The controller act as an exchange, like if one device wants to send to another, it sends the data to the controller, which then relays the data to the connected device. In a star, each device needs only one link and one I/O port to connect it to any number of others. The star topology is used in local area networks (LAN) and sometimes high speed LAN often uses a star topology with central hub. Advantages If one link fails in the star topology, only that link is affected. All other links remain active. It is easy to identify the fault and fault isolation. Easy to expand the network in the star topology. No disruptions to the network when connecting or removing devices. It is very easy to manage because of its simplicity in the function. Disadvantages In a star topology, if the hub goes down, the entire network will fails. It requires more cable length compared to the linear bus topology. It is much more expensive than bus topology, because of the cost of the hubs. Tree Topology A tree topology is the generalization of the bus topology. It integrates the multiple star topologies together on to a bus. The transmission medium is a branching cable with no closed loops. The tree layout begins at a point known as the head end. The branches in turn may have additional branches to allow quite complex layouts. A transmission from any station propagates throughout the medium and can be received by all other stations. This topology will allow for the expansion of an existing network. Advantages Tree topology is well supported by the hardware and software vendors. Point to point wiring for each and every segments of the network. It is the best topology for the branched networks. Disadvantages It is more expensive because more hubs are required to install the network. Tree topology is entirely depends upon the backbone line, if it fails then the entire network would fail. It is very difficult to configure and wire than other network topologies. In a tree topology, the length of network depends on the type of cable being used. Mesh Topology In a mesh topology, every device has a dedicated point-to-point link to every other device. The term dedicated means that the link carries traffic only between the two devices it connects. To find the number of physical links in a fully connected mesh network with n nodes, we first consider that each node must be connected to other node. Node 1 must be connected to n-1nodes, node 2 must be connected to n-1nodes, and finally node n must be connected n-1 nodes. However, if each physical link allows communication in both directions, we can divide the number of links by 2.In other words we can say that in a mesh topology, we need n (n-1)/2. tifsTmp9.tif Figure (5 Mesh topology Suppose if we are connecting 15 nodes in a mesh topology, then the number of cables required; DA = n (n-1)/2 DA = Number of cables = 15 (15 1)/2 n = Node = 15*14/2 = 15*7 = 105 Therefore, the total number of cables required for connecting 15 nodes = 105. Advantages There is no traffic problem because of the dedicated link in the mesh network. Mesh topology is robust. If one link becomes unusable. It does not incapacitate the entire system. Point-to-point links make full identification and fault isolation easy. Security or privacy for data travels along the dedicated line. Network can be expanded without any disruptions to the users. Disadvantages Installation and reconnection are difficult. Large amount of cabling and the number of I/O ports required Sheer bulk of the wiring can be greater than the available space can accommodate. The hardware required to connect each link can be prohibitively expensive. Hybrid Topology A network can be hybrid, which uses two or more network topologies together in a network. For example, we can have a main star topology with each branch connecting several stations in a bus topology. The OSI Model The Open System Inter connection (OSI) reference model was developed by the International Organization for Standardization (ISO)2 as a model for a computer protocol architecture and as a frame work for developing protocol standards. The purpose of the OSI model is show how to facilitate communication between different systems without requiring changes to the logic of the underlying hardware and software. The OSI model is not a protocol; it is a model for understanding a network architecture that is flexible, robust and interoperable. The OSI model is a layered frame work for the design of network systems that allows communication between all types of computer systems. It consists of seven separate but related layers, each of which defines a part of the process moving information across a network. The seven layers of the OSI reference model can be divided into two categories: upper layers and lower layers. Upper Layers of the OSI Models are; Application layer Presentation layer Session layer The upper layers of the OSI model designate the application issues, presentation session stages and generally are implemented only in software. The highest layer, (the application layer) is close to the end user. These upper layers are act as an interface between the user and the computer. The term upper layer is sometimes used to refer to any layer above another layer in the OSI model. Examples of upper layer technologies in the OSI model are SNMP, FTP, and WWW etc. Lower Layers of the OSI Model Transport layer Network layer Data link layer Physical layer The lower layers of the OSI model provide network specific functions like data transport issues (flow control, addressing and routing). The lower layers of the OSI model (the physical layer and the data link layer) are implemented in hardware and software also. Examples of lower layer technologies in the OSI model are TCP, UDP, IP, IPX etc. Application layer The application layer enables the user, whether human or software, to access the network. It provides user interfaces and support for services such as electronic mail, remote file access and transfer, shared database management, and other types of distributed information services. The application layer provides specific services like network virtual terminal, file transfer, access and management, mail services and directory services. Network virtual terminal: A network virtual terminal is a software version of physical terminal, and it allows a user to log on to a remote host. File transfer, access and management: This application allows a user to access files in a remote host (to make changes, read data), to retrieve files from a remote computer for use in the local computer and to manage or control files in a remote computer locally. Mail services: The application provides the basis for e-mail forwarding and storage. Directory services: This application provides distributed database source and access for global information about various objects and services. Presentation layer The presentation layer is concerned with the syntax and semantics of the information exchanged between two systems. The presentation layer is responsible for the translation, compression and encryption. Messages are sending between the layers. Translation: The process in two systems are usually exchanging in the form of character strings, numbers, and so on. The information is changed into bit streams before being transmitted. The presentation layer at the sender changes the information from its sender dependent format into a common format. On the receiving machine, the presentation layer changes the common format into its receiver-dependent format. Encryption: Encryption means that the sender transforms the original information to another form and sends the resulting message out over the network. Decryption reverses the original process to transform message back to its original form. Compression: Data compression reduces the number of bits contained in the information. It becomes particularly important in the transmission of multimedia such as text, audio and video. Session layer The session layer is the network dialog controller. It establishes, maintains and synchronizes the interaction among communicating systems. These layers have specific responsibilities include the following; Dialog control: The session layer allows two systems to enter into a dialog. It allows the communication between twp processes to take place in either half duplex (one way at a time) or full duplex (two ways at a time) mode. Synchronization: The session layer allows a process to add check points, or synchronization points, to a stream of data. Examples for session layers are MPEG, JPEG, MIDI, NCP etc. Transport layer The transport layer is responsible for process to process delivery of the entire message. The transport layer is responsible for the delivery of a message from one process to another. A process is an application program running on a host. The transport layer ensures that the whole message arrives intact and in order, overseeing both error control and flow control at the source-to-destination level. It also has some specific responsibilities mentioned below; Service-point addressing: The transport layer includes a type of address called a service-point address (or port address). The network layer gets each packet to the correct computer,; the transport layer gets the entire message to the correct process on that computer. Segmentation and reassembly: A message is divided into transmittable segments, with each segment containing a sequence number. These numbers enable the transport layers to reassemble the message correctly upon arriving at the destination and to identify and replace packets that were lost in transmission. Connection control: The transport layer can be either connectionless or connection oriented. A connectionless transport layer treats each segment as an independent packet and delivers it to the transport layer at the destination machine. If a connection oriented transport layer make a connection with the transport layer at the destination machine first before delivering the packets. After all the data are transferred the connection is terminated. Flow control: The transport layer is responsible for the flow control. However, flow control at this layer is performed end to end rather than across a single link. Error control: Transport layer is also responsible for the error control. Error control at this layer is performed process-to-process rather than across a single link. The sending transport layer makes sure that the entire message arrives at the receiving transport layer without error. These layers using the TCP/IP and UDP protocols. Network layer The network layer is responsible for the source to destination delivery of a packet, possibly across multiple networks (links). This layer ensures that each packet gets from its point of origin to its final destination. Network layers also have other responsibilities include the following; Logical addressing: If a packet passes the network boundary, it needs another addressing system to help distinguish the source and destination systems. The network layer adds a header to the packet coming from the upper layer that, among other things, includes the logical addresses of the sender and receiver. Routing: When independent networks are connected to create internetworks or a large network, the connecting devices route or switch the packets to their final destination. Data link layer The data link transforms the physical layer, a raw transmission facility, to a reliable link. It makes the physical layer appear error-free to the upper layer. It also has other responsibilities include the following; Framing: The data link layer divides the stream of bits received from the network layer into manageable data units called frames. Physical addressing: The data link layer adds a header to the frame to define the sender and/or receive of the frame. If the frame is intend for a system outside the senders network, the receiver address is the address of the device that connects the network to the next one. Flow control: If the rate at which the data are absorbed by receiver is less than the rate at which data are produced in the sender, the data link layer impose a flow control mechanism to avoid overwhelming the receiver. Error control: The data link layer adds reliability to the physical layer by adding mechanisms to detect and retransmit damaged or lost frames. It also uses a mechanism to recognize duplicate frames. Error control is normally achieved through a trailer added to the end of the frame. Access control: When two or more devices are connected to the same link, data link layer protocols are necessary to determine which device has control over the link at any given time. Data link contains two sub layers; LLC (Logical Link Control) and MAC (Medium Access Control).LLC is the upper sub layer, which maintains and establishes the communication links to the device. And it also responsible for the frame error control and addressing.MAC is the lower sub layer of the data link layer. It controls how the devices sharing the media channel. Physical layer The physical layer coordinates the functions required to carry a bit stream over a physical medium. It deals with the mechanical and electrical specifications of the interface and transmission medium. It also defines the procedures and functions that physical devices and interfaces have to perform for transmission to occur. The physical layer is also concerned with the following: Physical characteristics of interface and medium: Physical layer defines the characteristics of the interface between the devices and the transmission medium. It also defines the type of transmission medium. Representation of bits: This layer data consists of a stream of bits with no interpretation. To be transmitted, bits must be encoded into signals electrical or optical. The physical layer defines the type of encoding. Data rate: The transmission rate the number of bits sent each second- is also defined by physical layer. In other words physical layer defines the duration of a bit, which how long it lasts. Synchronization of bits: The sender and receiver not only must use the same bit rate but also must be synchronized at the bit level. Line configuration: The physical layer is concerned with the connection of devices to the media. In a point-to-point configuration, two devices are connected through a dedicated link. In a multipoint configuration a link is shared among several devices. Physical topology: The physical topology defines how devices are connected to make a network. Devices can be connected by using a mesh topology, a star topology, a ring topology, a bus topology, or a hybrid topology. Transmission mode: The physical layer also defines the direction of transmission between two devices: simplex, half duplex, or full duplex.

Virgin and Child with Four Angels by Gerard David Essay -- Paintings A

Virgin and Child with Four Angels by Gerard David The Virgin and Child with Four Angels was painted by Gerard David in about 1510, right in the middle of the Renaissance. The painting is rectangular in shape and appears to be about two feet long by maybe a foot and a half wide. It is oil painted on wood and it looks to be in very good condition. The painting is an image, as its title suggests, of the Virgin with the infant baby Jesus. This, of course, was a very common subject during the renaissance and for years before and after it. There are countless paintings of the Virgin and Child from that time period, probably because of the power and influence of the church at the time. People were much more involved in the church and, therefore, the subjects they painted or requested to be painted were typically religious themes. Many also felt that by commemorating such religious figures it might even help them gain a spot in heaven. In any case, in this particular version of the Virgin and Child there are also four angels in the scene - two who are flying above the Virgin holding a crown over her heard, and two who are sitting on either side of her playing instruments. Beyond her there is a large archway that opens into a landscape with a view of some grass and trees, some architecture, and some mountains in the far distance. The virgin is wearing a red garb and the baby Jesus is barely draped in some white cloth. That, of course, is a basic description at a quick glance. In examining the painting further, it becomes obvious that this is prime example of Renaissance painting. To begin with, the composition is completely balanced, almost symmetrical. The four angels are placed evenly around the Virgin, with two on each side. On one side an angel plays a harp and is balanced by an angel on the other side, strumming some type of guitar. The two flying above Mary are basically in the same position. Even the church in the background seems to be matched with a mountain in the distance. The columns and archway that border the painting are, in fact, completely symmetrical. And the Virgin and Child are in the center. It is, again, a beautifully balanced composition, typical of the Renaissance. The composition is also completely filled, but not overcrowded. Even with the flying angels, the painting appears rational; ... ...ead, which can also be seen on the wings of both of the angels holding it. Then again, that goldish hugh is seen in the instruments that then angels on both sides of Mary are playing. Blues and greens are used in a balanced manner throughout as well. On one side, the angel playing the harp is dressed in a light blue that is similar to the blue of the sky. The other angel is dressed in green, like the greens used in the trees and grass of the landscape beyond. The way these colors are painted, too, is very much in the style of the Renaissance. There is no visible brushstroke whatsoever. The entire painting is smooth, almost as if it wasn't really painted. This, too, adds to the realistic effect of the painting. The influence of the Italian Renaissance can clearly be seen in this painting by Gerard David. The composition is balanced; illusionism through perspective creates a recession in space; detailed modeling and shading make the painting appear realistic and human; vibrant colors are spread throughout; and a smooth, brushless texture adds to that realistic appearance. This work demonstrates the beauty and detail that was brought to if during the Renaissance.

Harlem Renaissance Poets

Although knowledge of his early years is unreliable and vague, it is believed that he had a troubled childhood, full of abandonment. His writings celebrated black beauty and deplored racism and its effects Couch 1033 (Counter Culled, 2014)From a Dark Tree We shall not always plant while others repaper golden increment of bursting fruit,Not always countenance, abject and mute,That lesser men should hold their brothers cheap;Not everlastingly while others sleepwalk we guile their limbs with mellow flute,Not always bend to some more subtle brute;We were not made to eternally weep.The night whose sable breast relieves the stark,White stars is no less lovely being dark,And there are buds that cannot bloom at Allan light, but crumple, piteous, and fall;So in the dark we hide the heart that bleeds,And wait, and tend our agonizing seeds. From a The double consciousness that is being expressed in this poem is shown in the expression of the beauty and sadness in the nature around him. This is especially poignant in the line â€Å"White stars s no less lovely being dark†, essentially saying that black skin is as beautiful as white skin and should be accepted as such.The underlying theme in the poetry of the Harlem Renaissance is an essential yearning to be accepted into mainstream society, not as inferiors, but as equals. The acknowledgement of the beauty of the African American and the acceptance as Patriotic equals is a line that appears to run through these poems. Raised and Repressed I raise my arms and give a shout A penitent man, I am blessed I stand on a soil of freedom Gained by forefathers unrepressed And to my knees I fallSurrendering my dignity To another's beck and call And know deep in my heart That the freedom of which he and I also speak Are often worlds apart. -Holly Gaston Works

Thesis - 3585 Words

Relationship between human appetite and music Chapter 1 THE PROBLEM AND ITS SETTING/INTRODUCTION Introduction There are a lot of services served in a restaurant, like, high quality food and drinks, skilled staffs, nice ambiance and good music. Consumers are not aware that music is part of the service offered. And subconsciously, they didn’t know that music can boost their appetite and affect their mood in eating. Background of the Study Music and noise level can affect people’s enjoyment of what they eat (Journal of Culinary Science and Hospitality). Appetite in 2006, found that listening to music increased the amount of food eaten and the duration of meals, but that the speed and volume of the music didn’t have a†¦show more content†¦4. What is the level of music effect on the diners appetite: 1. Music Tempo 2. Music Preference Objectives of the Study This study wants to determine if there is a relationship between human appetite and music. This study could verify if music can really affect the mood or it can boost appetite of the consumer. Significance of the Study This study will be a significant endeavor in observing music appetite and its effect on diner’s appetite. The findings of this study are also beneficial to the following: Restobar Diners who like to eat with a good choice of music to boost their appetite. This research will help them to better understand what the relationship between music and human appetite is. Restaurant and Bar Establishments this study will help them choose the type of service to meet the consumer’s satisfaction. Future Researchers this research will help the future researchers on the subject of hotel and restaurant management, this can be their guide in making their research, this study also can be their reference. Scope and Limitation of the Study This research is limited only within the area of Gmall, Toril. The respondents are male, female, single, married and with the age of 15 years and above. The survey questionnaire of this study will be used is constructed by the group based on descriptive method. This study will be able to make known theShow MoreRelatedOutline And Outline Of A Thesis Essay789 Words   |  4 Pages1. Thesis: I think your thesis is strong and obvious throughout your paper. So I don’t think that will be something you need to change dramatically. Instead, I think the main thing you should focus on for Draft 2 is organizing your paper so it is all supporting information for your thesis. In both your background and analysis section, ask yourself whether the information is there to support your thesis or whether it a secondary point. 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Argumentative Essay on Fathers Role in Childs Upbringing

Argumentative Essay on Fathers Role in Childs Upbringing Father’s Role in Child’s Upbringing It was always well-known that father is an important and very influential person for everyone, although in the past his role was often underestimated. Why it was so? Why has this situation changed? I will explain my point of view. The standpoint that father is not so important for a child was formed first of all because children from the very moment of their birth are more attached to their mother, as they need their milk, love and care. Moreover, fathers are often busy at work, seeing their children less frequently. But what is peculiar, men often spend the time they have with children not so eagerly, or don’t want to do it at all. I think that one of the main reasons for this lies in their wives. They are somehow sure that their men won’t be able to cope with the kid and will do harm to them. Thus, they limit even that minute amount of time fathers have for children to almost nothing. And men start to think that it is right and that they are not responsible for their children till it is time to take them from some night club. But they can’t be more wrong, as well as their wives. Father is extremely important for successful development of child’s psyche. He can teach his kids so much, and, what is important, his children are eager to receive this knowledge and are always happy to listen to everything their father tells them. And it is so important for each mother to encourage her husband to spend more time with his children, and spend it productively. Fortunately, nowadays the situation I described above happens more and more rarely, and now fathers start to take care of their children from the first days of their life. And I think that it is the best situation that can be. It signifies that our society becomes better and better and the next generations, brought up with more father’s influence than ours, will be much better and happier.

Preventing Racial Profiling Within the Police Force Essay

Racial equality is an illusion. In the criminal justice system, African Americans and other minorities are targeted by police officers because of the color of their skin. Minorities face many obstacles to reach their freedom, even though laws states everyone should be treated equal. Minorities are more likely to be stopped at traffic stops, due to the color of their skin. In â€Å"Racial Profiling†, Jost states that minorities, including President Barack Obama and Oprah Winfrey, feel profiled and judged based on the color of their skin while at traffic stops (1). All races have the right to be protected by officers, however African Americans and other minorities are more likely to be arrested because of their race. Police officers show no†¦show more content†¦Sadly, African Americans are not the only minority who fall as a victim to unfair stops. Hispanics are constantly being stopped at traffic stops, due to the fact they are not caucasian. In New York, eighty seven percent of the traffic stops were Hispanic or African American (Jost 7). David Floyd was stopped by a New York police officer on his way home for no reason, but simply because Floyd wasn’t white. The officer made an assumption, and pulled Floyd over, even though nothing he was doing was against the law (â€Å"Racial Profiling† 1). Police officers and other government officials are becoming known to make assumptions at traffic stops based on the drivers race. While driving through a traffic stop, African Americans and other minorities freedom is in jeopardy. Additionally, African Americans and other minorities are more likely to be arrested by policemen due to their race. Many government officials believe race is tied up with crime, and they make assumptions based off the color of the offenders skin (Jost 7). In the twenty first century, one out of fifteen people incarnated were African Americans (Miller 1). Not only are minority adults more likely to be arrested, but also minority children targeted by police officers (â€Å"Justice on Trial† 4). Even though studies have shown that caucasian and minority youths have been dealing drugs at the same rate, African Americans and other minorities are more likely to be arrested for the crime (â€Å"Justice on Trial† 4).Show MoreRelatedPolice Enforcement And The Police Agencies1609 Words   |  7 PagesIntroduce: I think we all can agree that the police agencies, image has been ruined in every way you could possibly think of. I truly believe that no one honors the police agencies anymore. As technology has enhance over the years, far as cell phones, people are able to see what police officers are really doing while on the force. There have been many video release when police brutality was reveal, as well as how the police agencies respond to an incident. 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Brands And Branding Company Waitrose

Questions: Q1. Ways in which the company Waitrose can continue to develop and maintain the strong brand image:Q2. Application of the concept of value chain model in the context of Waitrose Regional Recipe Indian Meals.Q3. Appropriate marketing research activities for Waitrose for testing opinion of the consumers towards new range of meals and determining the core target group of customers of Waitrose.Q4. After being successful in the range of Indian meals, suggesting the company to diversify the range of products regarding other regional recipes.? Answers: Ways in which the company Waitrose can continue to develop and maintain the strong brand image: Having a brand image is very important in todays market where there is an environment of cutthroat business. A brand image is needed that is rock solid. It is for standing out among the different competitors and capturing the attention of the customers (Kotler et al. 2009). For building and nurturing a good brand image, a multidisciplinary step must be applied that incorporates public relations (Coomber, 2002). Several requirements are needed to be fulfilled for building up the foundation of the brand image (Clifton and Ahmad, 2009). The first step in doing so is marking out the target group of audiences. This will comprise of a mixture of internal and external groups, like partners, customers, employees and industry analysts. The specification of the audiences is very important. For crafting an effective strategy for marketing, the company must know whom they are targeting. That would speak to the concerns and needs of the customers directly. Determination of critical business objec tives is very important. Long term and short term goals must be clearly chalked out. If not done so, there can be a waste of resources that are valuable for the company (Paley, 2007). Once the determination of business goals and key audiences are done, the companys brand persona can be built up. Customers should be appealed by it. Articulation of product benefits and differentiators must be achieved. The brand image is defined by the brand persona so it is good if kept relevant and simple (Dent, 2011). Documenting the key messages and aligning them with the audiences are to be done next. Once the foundation of the brand has been laid, the promotional activities need to be ramped up. This is for building a constant and loyal customer group and generating sales. Three components are necessary for promoting the brand image. They are public relations, social and search (Miletsky and Smith, 2009). PR will disseminate the key messages and position the company as a leader. Social media can be a valuable aid in sharing information and interacting with the customers. Search Engine Optimisation gives the company a good ranking is the market and influences all aspects of it (Chevalier and Gutsatz 2012). Prominent listing of the brand image is needed in places where customers search for information. Waitrose is a company working with Noon products in partnership for developing a successful formula for providing a range of Regional Recipe meals of India. These meals are one of the biggest sectors of readymade meals that consumers buy. UK consumers seek these authentic and sophisticated dishes for themselves. As disposable income is increasing, more families want up-market recipes. This is an opportunity for retailers to take control over the market. A sound business has been put up by Waitrose in working in collaboration with the Noon Products which has a good reputation in the market. They have developed an exclusive range of Indian dishes whose basis is regional dishes. There are several ways by which Waitrose can continue to maintain the strong brand image that it has established by their range of Regional Recipe Indian Meals. According to Ragavendran et al. (2009), brand awareness is one of the major marketing strategies of any company. It assists in effective communication with the major stakeholders of the company. If brand awareness is not created by the company, it will fail to communicate with the employees, suppliers and consumers. Waitrose must be aware of this fact. It must create brand awareness for itself. It will help in retaining the existing customers as well as retaining the new customers who constantly seek new good quality Indian recipe meals. The new products that the company will be launching can be identified by the customers and they will be aware of those products. In the re-branding phase, recognition of the preferred brands can be done by the consumers. For this, they need to enhance the brand loyalty and the quality of the product (Giraldi et al. 2007). On the other hand, product quality is an essential feature that leads any company towards higher brand equity in the market. In the viewpoints of (Thompson, 2015), delivering good quality product creates brand recognition and higher levels of profit. Superior position in the competitive market can be easily achieved. Waitrose needs to maintain the good product quality that it has to sustain in the market. Consumers do not compromise with product quality. They have a tendency to buy the products with the best quality (Blain, 2005). Pricing strategy needs implementation in case of Waitrose. This strategy helps the organisation in achieving the respective business objectives that are predetermined (Baker, 2010). Such strategy has been an essential factor in modern marketing. According to Beristain and Zorrilla (2011), effective strategies for pricing will help a company to maintain the brand image. If the pricing is done effectively by Waitrose, more consumers will make it their choice of brand. Distribution channel also has to be taken into account for maintaining the brand image Waitrose has. Distribution channel helps in allocating the goods within a specific time and at the right place. For retail trade and maintain brand image, it is quite essential. Same is applicable for Waitrose. It has to maintain its structure of the distribution of products to ensure the long-term effectiveness and preserve the greater competitive advantage. If the meals are distributed in the effective markets in a proper manner, it w ill be easier for the consumers to relate to the meals and thus consumer retention will be achieved. One major factor that must not be overlooked by Waitrose is promotional strategies. Such strategies are essential in making significant business plans which have a vast influence in maintaining the brand image. As because the company has launched new meals, effective promotion al strategies are needed. Larger is the brand promotion, stronger will the brand get. A larger figure of customers is attracted by keeping the brand in alignment with the needs and concerns of the consumers (Ozer and Phillips, 2012). Waitrose can maintain its strong brand image by building better communication with the customers. A brand name can be promoted by conducting significant marketing campaigns. Execution of various advertising mediums is needed to be done by the company like televisions, radios, telemarketing and the internet. A larger group of consumers will be targeted by this strategy, which will u ltimately have an effect on the brand name. Customers are the most important part of any company. It is utmost necessary to satisfy their needs. Thus, a company must be able to understand the consumer behaviour. (Smith, 2015) stated that a company must study the processes involved in selection, purchase, usage and disposal of products. Many factor influence a consumer when that person chooses one product over another. Waitrose must understand this concept to maintain its strong brand image. By following the above mentioned ways, Waitrose will be able to continue the strong brand image it has. Application of the concept of value chain model in the context of Waitrose Regional Recipe Indian Meals The model of value chain was first given by Michel Porter. According to him, the value chain is a process that helps in performing activities like designing, producing, marketing and delivering. Implementation of strategies is achieved by this chain and the historical background of the company is reflected by it. He also suggested many activities like support activities and primary activities. In his opinion, primary activities comprise involves the process of any transformation of input into output. Support activities are about organisations staffs and their functioning. It also supports primary activities indirectly and directly. Primary activities include logistics, both inbound and outbound, operations, sales, marketing and service (Walters and Rainbird, 2004). Support activities are procurement, human resource management, developments in technology and infrastructure. Inbound logistics is the arrangement of inbound movement of parts, materials. Operations mean management of a pr ocess that converts inputs into outputs. Procurement is the acquisition of services, goods and works from an outside source. Human resource management will involve activated like recruitment, hiring, development and assessment. Technological developments include advancements in software, hardware, procedure. Infrastructure is activities like finance, control, legal, quality assurance, public relation and strategic management (The Innovation Value Chain). The very idea of the value chain has its basis on the viewpoints of the organisation and the idea of assessing the manufacturing organisation as any system. Each subsystem is made up of input, output and transformation process. These involve the consumption and acquisition of resources like labour, money, materials, buildings, equipment, land, management and administration. The way of carrying out value chain determines the costs and has an effect on profits (Roper and Du, 2015). With an aim of analysing the value chain model of Waitrose, it can be stated that the organisation may emphasise towards both the primary activities and support activities, which may influence the performance of the organisation in an extensive manner. At the same time, it can be stated that through the incorporation of value chain model an organisation may also fulfil the needs and expectations of the customers in the context of regional recipe Indian meals. Apart from this, it can be also stated that through the incorporation of value chain model the organisation may also enhance its business performance in the internal business context. In this context, more specifically it can be argued that through incorporation of value chain model an organisation can enhance the strategic capability and it may also influence the efficiency of the organisation in a positive manner (Antras and Chor, 2013). In relation to this, rationally it can be argued that Waitrose can utilize the primary activities of value chain through concentrating towards its research and development related aspects along with product designing capability, which will ensure the quality of its food products. Moreover, it will also ensure the needs and expectations of the customers. Apart from this, the organisation should need to emphasise towards its production and marketing related constituents, which may enhance the opportunity for the organisation to accrue the attention of the customers. In this context, more specifically it can be argued that during the product designing and manufacturing procedure an organisation should need to emphasise towards procurement and technology development related aspects. As it can be argued that adequate procurement help an organisation to certify the entire process and technological development may help an organisation through reducing the cost and physical effect towards th e process, which also reduce time involvement. In this context, more identically it can be argued that through the incorporation of primary activity and supportive activity an organisation may enhance the overall of the business. On the other hand, it can be also stated that through the incorporation of inbound logistics and outbound logistics, an organisation may also enhance the ability of its marketing and sales. Simultaneously, through the incorporation of logistics an organisation may enhance its services quality in case of food business. At the same time, it can be also argued that incorporation of logistic may also reduce risk involvement during the transportation and shipping service and it may also ensure safety and security for food products i.e. transportation. Thus, it can be argued that both distribution and service are considered as one of the key constituents, which may enhance the overall efficiency of the organisation (Prajogoa and Olhager, 2015). On the contrary, support activities also may enhance the efficiency of an organisation. In this regard, it can be argued that through incorporating e-commerce and advanced technological tools or mechanism an organisation may enhance the efficiency of its services. Consequently, support activities have assisted an organisation through improving the quality of human resource management practice (Holwega and Helo, 2015). In this regard, more specifically it can be argued that Waitrose can incorporate good practice principles of human resource management, which may enhance the skill, knowledge and efficiency of the workforce. At the same time, it also helps an organisation to motivate its workforce through training and development, promotion and reward-related aspects. In this context, it can be also claimed that through emphasising towards both primary and supportive activities Waitrose may develop the planning process, management principles, quality and legal aspects. Based on the above stated discussion, it can be argued that value chain model is one of the effective business model, through incorporating which Waitrose may develop its strategic capability through ensuring the position of Waitrose regional recipe in Indian meals. At the same time, it can be argued that incorporation of value chain theory can help Waitrose to enhance its competitive advantages in the operating marketplace. On the other hand, it can be argued that through the incorporation of value chain model, Waitrose can fulfil the increasing demand of the customers regarding regional recipe of Indian meals. In this context, it can be also argued that through the incorporation of value chain model an organisation may enhance its operational efficiency. At the same time, it also may enhance the flexibility of an organisation in terms of strategic capability and strategy development related aspects, which may lead the organisation to benefit its customers and to ensure the competit ive advantages amid the rivalry. On the other hand incorporation of value chain model may assist an organisation to develop relationships with its stakeholders and it may also improve overall performance of Waitrose in the in international market as well as in the domestic environment. A diagram is depicted below for better understanding the above-stated context. Figure: 1. Value Chain Model (Source: Institute of Management Account, 1996) Appropriate marketing research activities for Waitrose for testing opinion of the consumers towards new range of meals and determining the core target group of customers of Waitrose. The concerned company for this particular case study is Waitrose, dealing with readymade meals. After being successful in its country of origin England, the company has been able to flourish its business even in countries like India. One of the giants belonging to the community of the British supermarket chains, the decision regarding presenting Indian foods to the people of UK has proved to be a matter of major success. The partnership with Noon products has created an opportunity for the people of UK to satisfy their demand of tasty and top quality recipes (Miletsky and Smith, 2009). To deliver success for them, Waitrose studied the growing market demands regarding the Indian recipes. With strong links with respective parties like suppliers, store houses, packaging, storing and selling goods this retail company is able to satisfy the demand of the customers effectively. Since 1995, the sales percentage of the Indian meals covered nearly half of their total sales figures. One of the most important market research carried out by the company was to understand the high level regarding taste and quality of Indian foods (Dong and Kaiser, 2010). Most importantly, the company chose some of the bet Indian foods for offering to the public. The food items were both inventive as well as profitable for the company commercially. The food items served consisted of both main and sub menus that created a sense of completeness of the Indian cuisine. The market research carried out by this company revealed that people of UK have a liking for the foods that were especially cooked in Hyderabad. In addition, the company decided to add tasty foods belonging from the states like Goa and Punjab that is known to add diversity in the food culture in India (Kotler et al. 2009). When the company was sure that customers are quite interested to taste Indian food, Waitroses joint collaboration with Noon products was an effort to provide the clients the taste of the Indian heritage foods. Being a believer of quality, the company did everything to make its customers satisfied by offering a range of diversified Indian foods. The company did everything to establish strong relationship with the clients (Grubor, Djokic and Milicevic, 2014). The launch of these foods was carried out in a step by step procedure, where Waitrose did some smart market review techniques. The activities for testing customer opinion are as follows: Choosing best quality raw-materials- Waitrose did not wanted to compromise with the quality of the foods offered for sale. The timely supply of these materials was also controlled by the company (Chevalier and Gutsatz, 2012). Approval of the quality by technology department- To provide the customers with utmost satisfaction regarding the quality of the raw materials used, the company send the raw materials for being tested by the department of food quality checking. Conceptualising the food soon to be offered- To reach the level of prior satisfaction regarding the original taste of the menu, Waitrose did numerous tastings of the menu for a couple of weeks to derive the actual taste (Liao, 2009). Alterations during the testing period- Before the food was actually served, Waitrose wanted to make some certain adjustments with the quality of the food. To maintain the level of diet of the European customers, certain necessary changes were made in the level of nutrients to adjust with the preference of the customers (Spence and Bourlakis, 2009). Maintain the level of standard regarding quality and production process- It was necessary to find out whether the new food belongs to the highest level regarding the taste and the nutrition level and adequate safety measures are taken while preparing the food (Hansen and Birkinshaw, 2015). Sending for trials- Numerous trials were arranged for the items that were going to be launched by the company in the market. As regarding the quality and level of nutrients and even preference of some old customers were taken to make the menu finalised. Designing and Packaging- Designing the product along with mentioning of the standard level of the product and then finally designing the sketch of the packet in which the item is to be packed and sold. Then the food item is packed with care and then released in the market for sale (Ullah and Kane, 2010). Arrival in the market- After these procedures are completed, the products are finally ready for launch in the market. After carrying out proper inspection of the material, the products are made available in the stores for sale (Howlega and Helo, 2015). It can be concluded that Waitrose made use of the proper mix of marketing by using the varied and superior quality of the product and keeping price of these new products within the range of the customers. Determining the core group of customers for Waitrose: After launching a brand new product in the market, the next important thing to be done is to make efforts for selling the product and more importantly fulfil the needs of the customers. Waitrose also need to make a target set of customers to make these products sell well and perfectly recover the cost of investment made towards these products. Firstly, the products are to be proportioned according to the needs and demands of the people (Dent, 2011). The target set of customers should be identified properly and the first thing will be to manage and retain the old customers by satisfying them again with the latest food products. The presence of the close competitors makes Waitrose to identify the target set of customers effectively and wisely. Before targeting the customers, the company needs to evaluate and divide the market accordingly: Segment of behaviour- It would be the responsibility of Waitrose to find out proper customers to enjoy loyalty. By offering quality products and that too at reasonable price would attract more customers. Segmenting the Demography- In UK, Indian foods are quite popular. It is better to identify the age, nationality, and earnings. People from Asia is residing and visiting UK in large numbers every year, so these Asian people are to be targeted. Using the geographical pattern- UK have a cold climate and Indian foods being spicy could be easily digested. Keeping information of the needs- UK is quite busy country and people generally cannot afford any time to waste in cooking. People of UK are quite attracted towards rich foods so; busy people like office goers and families interested in tasting regional meals are commonly targeted (Clifton and Ahmad, 2009). So keeping these market segmentations in mind along with appropriate marketing and advertising strategy, Waitrose can really offer to hold the market by selling regional Indian foods. Even the opinion and feedback of the customers need to be collected to find out the level of accessibility of the newly launched product. Both Waitrose and Noon product should make proper market survey to find out the appropriate group of customers. By doing so, the purpose of segmentation of market and positioning the product will be justified (Wenzhong, 2015). After being successful in the range of Indian meals, suggesting the company to diversify the range of products regarding other regional recipes. Dealing with regional Indian meals has proved to be major success for Waitrose in UK. Now, with the target increased the company should also try to increase the level of customers by providing them the different ranges of food products and market the products among a variety of customers. For attaining this objective, the company should try to maintain a pattern of offering relatively similar type of product by following the term of marketing called Line of product (Yousefi Darestani and Najafi, 2014). It means a group created by few types of similar products that will help the company to attain an increase of the market share and earn maximised level of profit. Based on the success of the introduction of the Indian foods, the company will be able to increase the image of their brand and make appealing about the fact that the company can make the ;people of UK taste the other regional foods (Smith, 2015). In context of the present day business operation methods, it is necessary for the company to introduce different types of foods. However, the diversification process of the product should be done accordingly and after proper planning and identifying the needs of the customers. The effectiveness of this diversification programme is to be done after carrying out proper SWOT analysis and then analysing the portfolio, i.e. the current capabilities of the company to launch and sell a new product. Choice of the diversified regional recipe: Likewise Waitrose opted to launch the Indian foods belonging from the state of Hyderabad, Punjab and Goa, the next segment of the target foods should be Chinese or Thai food. Both these foods have an appeal and interest to taste these diversified foods is quite higher among the people of UK. Popularity and availability of food corners and food chain restaurants selling Chinese and Thai foods all over Europe and its popularity makes is suitable for Waitrose to merchandise these products ( Ozer and Phillips, 2012). SWOT analysis regarding the choice of these two products reveals the probability and likeliness to increase the rate of success of these cuisines in the UK market. SWOT analysis will help to find out the strengths, weaknesses, opportunities and threats that are prevailing in the way of the company in launching these products. The identified SWOTs of Waitrose are discussed in brief: Strengths: Financially capable to invest in launching these two products Immense popularity of these two foods in UK, especially Chinese Recent success of Indian spicy foods Large number of Asian people visiting and staying in UK Cheaper and expensive foods are available in these two categories Weaknesses: Too early to diversify a new product Opposite nature of the food that has been successful Choice of the foods without prior market survey (Paley, 2007). Opportunities: Proved success of Thai and Chinese food in the UK market Perfect choice of people for eating less spicy foods Diversified taste when compared with other foods, especially Indian cuisines Little cheaper than Other menus (Dent, 2011). Threats: Presence of restaurants offering Thai and Chinese foods Extremely competitive business scenario due to presence of competitors Ever changing and quick alterations in taste and preference of customers Presence of recession in UK market (Coomber, 2002). Portfolio Analysis is carried out by most of the firms that help the company to find out the perfect mix between market and the products offered. Current and future position of the company regarding financial capabilities is also measured using this technique. This tool is also applied to make market survey regarding the taste pattern of the customer. It clearly helps the company to find out which products can satisfy the demand of the people and that too in which best possible manner. Based on the preference and results obtained from the market survey, Waitrose can identify and imply the best option of the new regional foods (Zhou and Zhao, 2010). Proper market survey will reveal that in UK people from South East Asia comes to stay for studies or for work. On the same side, UK is also known to be a country of people of high and different culture. Presence of people from China, and Thailand has paved the way to open restaurants of these two genres. This is the reason behind the popularity of thee foods in the entire country. The fact of popularity is not only the presence of people from these two countries, but local residents in the cities and towns of UK is also likely and attached with tasting foods that is mainly sourced from China and Thailand (Antras and Chor, 2013). These two meals are regarded as the perfect alternative of spicy Indian foods along with contrast in taste and price. If Waitrose can arrange to sell these two products side by side, people will have the option to compare and then make purchase of the foods according to their choice. Being these two Asian products are quite similar to each other and the difference of price is quite cheaper when compared with Indian products. So, the matter of budgetary issues will be solved for the customers. From the competitive point of view, Waitrose will be a few steps ahead of its close rivals Sainsbury and Tesco regarding sale of regional foods. Even studies have shown that popularity of Chinese food is higher among people of all ages. Teenagers are also very much attracted towards this food (Blain, 2005). The beginning part of this segmented and diversified business should be divided into numerous quantitative measures like the process of selling packaged water for drinking. Consuming a portion of this kind of food will help Waitrose to sell their new product as well as help people to find suitable alternatives and options to choose their meals. With proper marketing techniques and depending on the level of brand loyalty and reputation owned by Waitrose, the company can surely be successful in launching their new product. If Waitrose is able to capitalise on the results obtained from SWOT and portfolio analysis, the objective of launching other regional cuisines will be successful and possible. Popularity of these two regional foods among majority of the people in UK will automatically help Waitrose to create a proper alternative regional product (Baker, 2010). Product positioning and clearly evaluating the strategies of sales of the close competitors will help the concerned company to produce an efficient and appropriate marketing mix. Launching these two categories of food will help people to choose freely between the options like spicy and healthy foods. From the analysis of the market and the preference pattern of customers, it can be said that if Waitrose is able to utilise the opportunities and minimize the weakness diversification of these regional recipe is possible to be popular (Kotler, et. al. 2009). Conclusion This case study shows us the importance of having brand image and support of customers in launching diversified range of regional food services to the customers, and that too in UK. It is generally the quality of food products that matters the most. Waitrose is reputed to provide quality service to people and that is the reason behind the collaboration between these two companies. As the segment of this service was totally new, the reason for making a proper image of the brand especially in the competitive market was essential to be successful. Starting from the quality of food items, the collaboration with Noon products assured people about the quality and then the technology used in packing and preserving the foods ensured that the company made no casualty regarding the health and safety issues of people. Each and every process undergone in launching the new product determined that from the companys point of view, the main thing was to ensure that the new food menus will not affect the health of people and no compromise is made regarding the standard of maintaining high level of hygiene. After analysing it is seen that Waitrose have some weakness that can prove to be a danger for the company. Despite of having a good amount of customer loyalty, depending on its subordinate company Noon product and pricing and costing strategy needs to be managed. Promotional activities need to be done in the most appropriate way possible. Close monitoring on the demand of the customers and sending the new items for testing to the customers for receiving feedbacks and then thoroughly sending the products for multi stage development and innovation is needed before the menu is finally launched in the market. Waitrose should try to follow the strategy to keep various types of items for offering and allow the customers to make choices regarding the variety of food products chosen. Increasing the level of revenue and keep a strong position in the market is advised to keep a variety of food items and introducing Indian cuisines is one such appreciable strategy. When market survey shows that the preference of the customers are all coined towards tasting regional foods, it is advised that Waitrose can start offering Thai and Chinese foods. The natural matter of increasing demand for Chinese and Thai foods is helpful for the company to introduce these products. Individual observation related with this work After taking up this assignment, I have learnt the importance of making close market study and fulfilling the demand of the customer. The observations are totally positive, as Waitrose have fulfilled every criteria and utilised all the possible opportunities by maintaining a strong brand value. Proper market survey and the way of dealing with the clients are quite high standard. The only negative observation in this case is the little bit high priced Indian cuisines and making Chinese and Thai food as its alternative both in terms of price and quantity. Personal learning from undertaking this assignmentFrom personal point of view, I have learnt the procedure of running a business and matching the changing environment of the business situations. I have also learnt the different type of market analysis like SWOT, Market Mix, Value Chain and its applicability in business. The importance of maintaining quality of food products and keeping options regarding choice of menu is appreciable. Success or Failure of this assignment--- This assignment is successful from all points of view. The diversification of Waitrose is successful and businesswise, the company has all the factors of achieving success and fulfil the goal and objectives. Company Introduction After being established in the year 1904 in UK, the company has gone to become one of the leading supermarkets. Majorly, a dealer of food products, this company has offered diversified range of food products especially Indian, Chinese and Thai foods. Nearly 5% of the total food market share is in the hands of Waitrose. Market share of foods: Maintaining brand image and proving satisfactory services to the customers is going to be helpful for Waitrose in diversifying a new range of spicy Indian foods. From this case study it can be learnt that the value of keeping information regarding the want of clients and duly fulfilling them satisfactorily. The strategy of fulfilling the desires of people to have Indian spicy foods in the markets of UK is possible only because of Waitroses effort to join hands with Noon products. It is successful only because of the close observation of the fact that the Indian foods are in high demand. Product Innovation: Swot and Matrix Mix: To make this event successful, it is the responsibility of all the department of the company Waitrose and the related company Noon product to work together all together even in all departments starting from accounting department to all the other important departments like food manufacturing, recruiting, sales and marketing, and providing service to the customers. Only by putting a joint effort, the new expansion can become successful. This introduction is really experimental in nature, a strong effort put by the team is essential to make the effort fruitful. With the growing demand of the spicy Indian foods in the market of UK, similar products are launched by the close competitors of Waitrose. It is quite natural that the company of this case study Waitrose is eyeing to expand the business operations. Offering a different type of food items and especially finding out the demand of the spicy Indian menus in UK and providing with the same is quite notable. Waitrose even after introducing new type of food in the segment of the UK market will have to face strong competition from the other retail giants and that is the reason why it is suggested to carry out value chain model conceptualised by Porter. Market Segmentation: Product Diversification Conclusion: This work is quite critical in nature because introducing regional foods in the UK market. The observations of this case study are positive because demand of Indian and other regional foods like Chinese and Thai is growing in popularity. From personal point of view the importance of different market analysis and aligning these factors in the context of the company. By undertaking this assignment, it is learnt that analysing market demand and importance of a company to effectively fulfil the demand of customers. This exercise is successful because Waitrose have taken suitable strategies to ensure that the customers are satisfied and the profitability section of the company is also benefitted. After using these strategies, the company is able to remain advantageous over its close rivals. Reference List Books Clifton, R. and Ahmad, S. (2009).Brands and branding. New York: Bloomberg Press. Coomber, S. (2002).Branding. Oxford, U.K.: Capstone Pub. Kotler, P. et. al., 2009. Marketing Management. Pearson Education. Miletsky, J. and Smith, G. (2009).Perspectives on branding. 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