The Persuasive Research Paper Essay Example | Topics and Well Written Essays - 1000 words - 2

The Persuasive Research Paper - Essay Example It is for this reason that they are as prosperous today as they ever were. The opposite happens in countries like the Philippines. It is apparent that most Filipinos do not effectively recognize the full worth of their indigenous traditions, institutions and capabilities. They revere other countries but neglect their own. It is ironic how the Philippines is classified as a Third World nation noted for corruption, poor governance, poverty, and a low total industrial capacity considering it has nearly everything any nation needs for great development: a strategic location, abundant natural resources and a rich supply of human capital. The only thing separating it from becoming a world power is the shortfall of self-confidence in its people. Because nationalism triggers a country’s movement toward a more prosperous future, the Filipino people’s lack thereof continues to be the root of the slow development of the Philippines. The Filipinos are the product of their colonial history. Almost four hundred years of colonization significantly disturbed the people’s mental framework, giving birth to a deep-seated colonial mentality that hindered them from showing enough concern for the national interest, which consequently slowed down the country’s rate of development. In its place, it encouraged Filipinos to believe that other nations were better than them. This, in time, ingrained itself into what is now seemingly a natural trait. At the outset, the Philippines did not come together before the Spanish settlement. It was not even a country before the Spaniards arrived and colonized the islands. In fact, the Philippines was a mere archipelago of small autonomous divisions known as barangays. As said by Guarià ±a in his historical essay, it was the Spanish settlement that unified the Philippines into a country. At the same time however, it formed Filipino societies that took little pride in their own nation and instead only deified their colonizers. As a

Strategic perspectives Essay Example | Topics and Well Written Essays - 3750 words

Strategic perspectives - Essay Example Additionally, the volatile economic conditions in the UK serve as major concerns for achieving consumer loyalties, which are part of the company’s mission. Based on all research findings, it has been recommended that the company utilise more promotion in public relations to expand perceptions of competent and viable corporate social responsibility focus. Additionally, based on consumer behaviour patterns and the economic conditions in the UK, it is further recommended that the company begin launching more private label brands that are aligned with discounted pricing structures. These recommendations will better align the corporate level strategy with the publicised mission of Tesco and sustain higher levels of competitive advantage for the firm. Tesco is a UK-based, multinational supermarket and general merchandise retailing organisation. This retailer giant is currently the second largest retailer, in terms of profitability, just behind Wal-Mart with revenues of  £64.83 billion in 2013 (Tesco 2013). Tesco maintains presence in 12 different countries throughout North America, Europe and Asia. Sustaining a market share of approximately 30 percent in the UK, it is considered the largest supermarket in comparison to its main competitors: Morrison’s, Sainsbury, Waitrose and Asda. This report conducts a strategic analysis of Tesco, inclusive of the external environment impacting operations and strategy with an emphasis on the UK market, the internal environment, an evaluation of its reputation from a public relations perspective, the firm’s existing strategies and a series of strategic recommendations are provided to improve its market and competitive positions. This section describes the relevancy and impact of external market forces, utilising Porter’s Five Forces Model for analysis, as well as the PESTEL framework. Tesco operates in many highly saturated competitive markets

Visual Imagery and Metaphorical Thinking Essay Example for Free

Visual Imagery and Metaphorical Thinking Essay References Navaneedhan, Cittoor Girija Reflective Teaching-Learning Process of Integrating Metaphorical Thinking and Visual Imagery, Journal of Behavioral and Brain Science, No. 2, 2012, pp. 407-410, doi:10.4236/jbbs.2012.23047 Abstract: Reflective teaching-learning process= self evaluation technique= promoting motivation Metaphorical thinking= natural process of human mind by findind similarity between two different universes of meaning Visual imagery= natural process in which human brain associates text material with structures in one’s own mind’s eye Introduction: Reflective teaching methodology= constructivist approach The learners construct new knowledge from their experiences related to the mental frame work that already exists in their mind (Jean Piaget 1967) The teacher should foster this process integrating metaphorical thinking and visual imagery takes Emphasy on an active and cooperative learning, connection between theory and practise Each teacher has his/her own experiences, beliefs, knowledge and values which determine the way a teacher teaches D. Schon suggested that reflective teaching practice is a continuous process. It involves learner thoughtfully considering one’s own experience in applying knowledge to practice while being taught by professionals It helps to develop the individuals personality Self Inquiry Reflective Teaching Model: The main aim is to frame learning objectives of a selected topic based on  Benjamin Bloom’s Learning Taxonomy (1956): 1) knowledge; 2) understanding; 3) application; 4) analysis; 5) synthesis and 6) evaluation or creating /Users/saraiacozza/Desktop/cartella senza titolo/reflective teaching-learning process.pdf figure 1. Metaphorical thinking= a direct comparison between two unrelated things. Metaphors can create strong links Metaphorical thinking should be integrated into teaching methodology

Contemporary Brand Management Report for EasyJet

Contemporary Brand Management Report for EasyJet Background Overall, the travel market has performed well since 2001, with revenue growth accelerating from 3% in 2002 to 11% in 2004, with total sales for that year being estimated at US$ 549.4 billion. However, some sectors performed better than others, and the share of air transport fell gradually between 1999 and 2003, partly as a result of falling fares due to industry liberalisation and the growth of low-cost airlines. However, sales rose strongly in 2004 as the travel industry recovered and economic conditions were stronger. Indeed, over the period from 1999 to 2004, online sales grew by a spectacular 403%, to reach US$85.2 billion, and the online share of total travel retail sales increased from just 4% in 1999 to almost 16% in 2004. Air transport is by far the largest transportation sector in terms of overall sales, due to its high prices and convenience, with a value share of 58% in 2004. (Global Market Information Database, 2005). As of 2004, no-frills airlines were continuing to expand, although there were signs of a shake-out in the industry as several smaller businesses went bankrupt in 2004, and intense competition has also brought some major US carriers to the brink of bankruptcy. In 2004, Air France Group became the leading airline in the world in terms of value market share, after the merger of Air France with Dutch national carrier KLM. The combined airline now operates a fleet of 550 aircraft, serving 189 destinations in 84 countries, through more than 1,800 flights per day. Air France Group had an estimated market share of 6% in 2004, overtaking the previous market leader, Japan Airlines Co Ltd (JAL), and is thus one of the strongest brands in the market, due to its new European identity, and high level of coverage. (Global Market Information Database, 2005). JAL Group itself was also the result of a merger in 2002 between Japan Airlines and Japan Air System, and its share fell in 2004 to 5%, due to the group’s poor financial performance in that year. Although domestic routes were reported to have performed well in 2004, the slump in the international segment gave rise to a  ¥72.1 billion (US$687 million) operating loss, due to the adverse effects of very low travel confidence in Japan, which prevailed in the first half of fiscal 2004. Nevertheless, JAL continued to increase its leading share in the domestic Japanese market to 43%, well ahead of the number two company, All Nippon Airways, with 34%, due to its strong connections with its country of origin. (Global Market Information Database, 2005). The largest US carrier, AMR, was virtually on a par with JAL in both 2003 and 2004 in terms of value market share, and also saw its share fall slightly, to 5% in 2004. The American airlines all suffered from the events of 11 September 2001 and from the economic downturn, and have continued to perform badly. UAL Corp saw its global share fall from almost 6% in 2001 to just over 4% in 2004, while the share of Delta Airlines fell to 4% over the same period. United Air Lines was the most severely hit of the â€Å"big three† US airlines after 11 September 2001, and was forced to file for Chapter 11 bankruptcy at the end of 2002. However, after undergoing a drastic restructuring programme, the airline had received the necessary financing to emerge from bankruptcy by the end of 2003. All the US airlines are currently experiencing brand identity crises, as the US continues to associate air travel with the spread of international terrorism. The European airlines British Airways (BA) and Deutsche Lufthansa have also experienced mixed fortunes. While the share of BA fell steadily over the review period, to 4% in 2004, that of Lufthansa rose, placing it almost equal with BA, and Lufthansa recorded increased sales and achieved profits in the first quarter of 2004, compared to a loss in the same period of the previous year. (Global Market Information Database, 2005)Both these firms are struggling to compete with the strongly growing no frills airlines, potentially indicating that the national brand reinforcement is no longer enough to build a strong brand in the airline industry, and that something more is needed. Brand Essence Govers and Schoormans (2005) provide one of the best pieces on the concept of brand management, claiming that, beyond their functional utility and purpose, products and series have a symbolic meaning, and parts of this symbolic meaning are accounted for by concepts like brand personality and product-user image, which describe the symbolic meaning associated with the brand or product class. Plummer (1984) also focused strongly on the personality of brands, claiming that there are, in reality, two different faces of brand personality, and it is necessary to understand both faces in order to better grasp the totality and power of this useful strategic concept. A brand presents itself to the world in many ways, through the product itself, through its packaging, its name and where it is sold. A brand sold in a supermarket or via the internet, is attempting to communicate something, but the world, on the other hand, interprets the brand through many different filters; through experience, t hrough perceptions, misconceptions, the value systems of the individuals out there in the world, and, of course, all the noise in the system. The two faces of brand personality therefore are input, that is, what advertisers want consumers to think and feel, and out-take, what consumers actually do think and feel, and these two perspectives on brand personality can be expressed in two forms. The first can be seen as the brand personality statement; and the other as the brand personality profiles, which are consumer perceptions of the brand. (de Chernatony and McDonald, 2003) In terms of a brand personality for an airline, this can be vitally important, as few markets are as brutally competitive as the airline market. However, just because the competition is tough, thats no reason to be tough on customers, like many airlines do, as they are convinced that travellers care mainly about price. As a result, many airlines most notably the major U.S. carriers and budget airlines seem to have made cutting costs the top priority at the expense of their service quality, and have built brand personalities around looking to pinch every penny. However, Prokesch, S. E. (1995) claims that it doesnt have to be that way, even in a cutthroat, mass-market business such as air travel. He argues that there are plenty of people who will pay a premium for good service, even among those who travel economy, and points at British Airways’ profits as a key indicator because, while the world airline industry has racked up billions of dollars in losses in the last five years, British Airways has remained solidly profitable on the back of outstanding customer service. EasyJet has taken this lesson to heart, recruiting senior marketers in each of its major European markets in 2004, in order to coincide with its major full-scale brand relaunch that year. The airline, whose previous marketing communications were accused by some of lacking the lustre of its early years, hired dedicated country managers for the UK, France, Germany, Spain and the rest of Europe, who were responsible for putting in place tailored strategies that relate to their markets perceptions of easyJet. (Rogers, Oct 2004) As a result, the airline managed to develop a fresh corporate identity and brand personality, along with its first sonic logo. It also relaunched its website, substantially increased its European advertising budget to back its first UK TV campaign, and changed typography, by removing the .com from most marketing communication and the cartoon style plane from its ads. The 11m euro ( £7.6m) campaign, which ran across Europe, featured the strapline Come on, lets fl y, and was created by Sledge, easyJets first UK ad agency, with media through OMD. This campaign was driven by the belief that although the â€Å"original marketing created lots of noise† it failed to â€Å"define the airlines distinctive attributes.† (Rogers, Oct 2004) As a result, the new campaign was aimed at creating more emotion around the brand, meaning that, although easyJet remained price-driven, it also focused on the all important customer service. This re launch appears to have pushed easyJet away from its previous position, near the foot of the airline industry brand pyramid. Previously viewed as a last resort for travellers who cared only for costs, with no thought to service or comfort, the company performed well, despite previously being one of the UKs most hated brands. However, with fuel prices rising, and cost cutting initiatives only being able to produce a certain amount of return, the firm has repositioned and re branded itself in order to move of the foot of the brand pyramid, leaving this space to Ryanair, and similar budget carriers, and moved itself into the middle market, with the likes of BMI. Although the carrier is still perceived as a long way below BA and the other premium service carriers, its brand re launch has now enabled it to move into the top five in the list of the UK’s preferred airline brands (Curtis, 2004) Positioning Most people have an opinion about easyJet, which is one of its core strengths, built on the back of the budget airline’s initial positioning as a liberator, enabling people to travel more frequently around Europe, with prices more akin to domestic train travel than the traditionally high prices charged by European flag carriers. Also, under the guidance of Stelios Haji-Ioannou it developed as one of the UKs most distinctive brands, with a trademark anti-establishment attitude. However, the sector has seen growing competition from domestic entrants such as Thomsonfly and Continental start-ups such as Wizz, from Eastern Europe, with higher fuel prices are also hitting profits. As a result, in positioning terms, some feel easyJet has been squeezed between airlines such as British Airways and the ultra low-cost Ryanair. (Rogers, Jul 2004) It is as a result of this that EasyJet hired Sledge as its first ad agency to develop the Lets fly positioning, and has recently launched a mult imillion-pound drive aimed at business travellers. (Marketing (UK), 2005) The airline had previously focused its positioning and marketing efforts on holidaymakers, but is now looking to increase its share of the business market, with print, poster and radio advertisements carrying the strapline ‘Youre a business. You work it out.’ (Marketing (UK), 2005). In contrast, it is a different story for one of easyJet’s key competitors: British Airways, for whom it would appear that, no matter how badly the firm performs, the UK public will always remain loyal. BA has a clear lead as Britains favourite airline, and is seventh place in the overall best-loved brands table; however this doesn’t tally with the reality of its declining fortunes, mainly at the hands of the budget airlines, which, with easyJet’s recent rise excluded, fail to make it into the top five airlines. This can be seen as a testament to easyJet’s strength, and successful positioning switch, that it has managed to make it into such list, especially when you compare the years of heritage and investment behind the BA brand, with the new re launch of easyJet. Comparing the easyJet brand, and relative success, to that of Ryanair, anlysts have claimed that: â€Å"both easyJet and Ryanair spotted a gap in the market, but there is a difference between a good-value proposition and being cheap. (Curtis, 2004), and this has been cited as the reason Ryanair failed to make the top five.   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   Celebrity endorsement The use of celebrities as part of marketing communications strategy is a fairly common practice for major firms in supporting corporate or brand imagery. Firms invest significant monies in juxtaposing brands and organisations with endorser qualities such as attractiveness, likeability, and trustworthiness. They trust that these qualities operate in a transferable way, and, will generate desirable campaign outcomes. But, at times, celebrity qualities may be inappropriate, irrelevant, and undesirable. Several studies have examined consumers response to celebrity endorsements in advertising. Findings show that celebrities make advertisements believable (Kamins et al. 1989) and enhance message recall (Friedman and Friedman 1979). Furthermore, celebrities aid in the recognition of brand names (Petty, Cacioppo, and Schumann 1983), create a positive attitude towards the brand (Kamins et al. 1989), and create a distinct personality for the endorsed brand (McCracken 1989). Ultimately, celebri ty endorsements are believed to generate a greater likelihood of customers choosing the endorsed brand (Heath, McCarthy, and Mothersbaugh 1994) Thus, the use of celebrity endorsements is an advertising strategy that should enhance the marginal value of advertisement expenditures and create brand equity by means of the secondary association of a celebrity with a brand (Keller 1993). However, celebrity endorsements are expensive for the firm, and depending on the status of the celebrity, remuneration could run into millions for several years. A contract may also include a profit sharing plan, with firms often building special and costly advertising campaigns around celebrities. For example, Coca Cola Co. reportedly spent $25 million in an advertising campaign with Bill Cosby as its spokesperson for Coke (Advertising Age 1986), and IBM spent $40 million in an advertising campaign involving MASH actors (Reuters 1987). Overall, the use of celebrities as spokespersons in advertisements constitutes a significant investment in intangible assets by the sponsoring firm, an investment that management hopes to offset with greater future sales revenues and profits. A possible choice of celebrity to endorse easyJet would be Michael Moore, the American author and film maker, renowned for his antiestablishment attitude. Although the signing of Moore would undoubtedly be controversial, and possibly difficult to achieve, easyJet’s image has been founded on being controversial and willing to offend people, especially those in positions of authority, in the pursuit of its ultimate goals, and thus Moore’s backing would help support these ideals, and ensure that they remained at the forefront of easyJet’s branding. However, Moore’s anti-Bush and anti-America rhetoric has often caused him to be at odds with a large portion of the population of the United States, and although easyJet doesn’t operate in the US, this is something to consider, as the firm may wish to expand to the US in the future, and may also have a large number of potential passengers amongst Americans living in Europe. Special Interest: Online Presence EasyJet is often cited as the firm which pioneered many of the innovations that shaped the market for low-cost air travel, and information technology and an online presence has been at the heart of those developments. For example, EasyJet was the first Great Britain carrier to sell tickets online, in April 1998; however launching that first site was relatively straightforward compared to the headaches that the company faces today when managing and updating a live site that handles millions of customers each year. As such, easyJet’s online presence is of vital importance to the company for its future brand management strategies. (Warren, 2003) Indeed, Campaign (UK) (2003) recently reported that EasyJet has appointed OMD Europe to handle its  £3 million online business across European markets including Great Britain, France, Germany, Italy, the Netherlands, Spain and Switzerland. One excellent example of how easyJet is attempting to widen its brand visibility and appeal through the internet is the recent agreement that easyJet entered into with First Choice Inc., seen as being the final nail in the coffin in both companies tenuous relationship with agents. First Choice Inc.’s vertically integrated online accommodation subsidiary, ‘Hotelopia’, will provide rooms in 10,000 hotels across the world through the easyJet web site, with easyJet getting the commission for the booking, although the commercial details of the agreement have not been released. In addition to the financial benefits, this agreement will also enable easyJet to spread its brand image and appeal to a much wider audience, thus increasing the impact of its brand management strategies. (Davern, 2004) References Advertising Age (1986) E. F. Huttons Spokesman Idea a Cos Celebre. p. 1. Campaign (UK) (2003) EasyJet picks OMD Europe for online media business. Issue 43, p. 7. Curtis, J. (2004) Brands we love, brands we hate. Marketing (UK); 9/29/2004, p34. de Chernatony, L. and McDonald, M. (2003) Creating Powerful Brands in Consumer Service and Industrial Markets, 3rd Edition. Oxford: Butterworth Heinemann. Davern, F. (2004) First Choice hops into bed with easyJet. Travel Trade Gazette UK Ireland; Issue 2465, p. 3. Friedman, H. H. and Friedman, L. (1979) Endorser Effectiveness by Product Type. Journal of Advertising Research, p. 63. Global Market Information Database (2005) The World Market for Travel and Tourism. Euromonitor International. Govers, R. C. M. and Schoormans, J. P. L. (2005) Product personality and its influence on consumer preference. Journal of Consumer Marketing; 2005, Vol. 22 Issue 4, p189. Heath, T. B., McCarthy, M. S. and Mothersbaugh D. L. (1994) Spokesperson Fame and Vividness Effects in the Context of Issue-Relevant Thinking: The Moderating Role of Competitive Setting. Journal of Consumer Research; p. 520. Kamins, M. A., Brand, M. J., Hoeke, S. A., and Moe, J. C. (1989) Two-Sided Versus One-Sided Celebrity Endorsements: The Impact on Advertising Effectiveness and Credibility Journal of Advertising; Vol. 18, Issue 2, p. 4. Keller, K. L. (1993) Conceptualizing, Measuring, and Managing Customer-Based Brand Equity. Journal of Marketing; p. 1. Marketing (UK) (2005) EasyJet targets business traffic. 4/27/2005, p. 5. McCracken, G. (1989) Who is the Celebrity Endorser? Cultural Foundations of the Endorsement Process. Journal of Consumer Research; p. 310. Petty, R. E., Cacioppo, J. T. and Schumann, D. (1983) Central and Peripheral Routes to Advertising Effectiveness: The Moderating Role of Involvement. Journal of Consumer Research; p. 135. Plummer, J. T. (1984) How Personality Makes a Difference. Journal of Advertising Research; Vol. 24, Issue 6, p. 27. Prokesch, S. E. (1995) Competing on Customer Service: An Interview with British Airways Sir Colin Marshall. Harvard Business Review; Vol. 73, Issue 6, p. 100. Reuters (1987) April 3. Rogers, D. (Oct 2004) EasyJet relaunches with top-level rejig. Marketing (UK); 10/13/2004, p. 5. Rogers, D. (Jul 2004) EasyJet. Marketing (UK), 7/21/2004, p. 22. Warren, L. (2003) Blazing the easyJet trail. Computer Weekly; 9/30/2003, p. 28.

Aerospace Engineers :: essays research papers

Aerospace engineers examine, analyze, design, produce, and occasionally install components that make up aircraft, spacecraft, high-altitude vehicles, and high-altitude delivery systems (missiles). Satisfaction with the romantic image of rocket building can buoy many engineers through the highly anonymous work environments that many of them face. Individuals don't assemble rockets; teams do, dozens of teams working in highly supervised coordination. An aerospace engineer plays some part on one of the teams, spending more of her time (roughly 70 percent) in a lab, at a computer, and assembling reports than doing anything else. Not being able to see the "big picture" frustrates some professionals. The path to becoming an aerospace engineer is a rigorous one, but those who manage to survive the difficult lift-off emerge with an above-average degree of career satisfaction. Academic requirements are strict and wide-ranging: Physics, chemistry, computer science, mathematics, materials science, statistics and engineering courses provide the base for any aspiring rocket scientist. Some colleges offer a degree in aerospace engineering; others offer a more generalized engineering degree with some coursework in aerospace engineering. These courses might include aerospace guidance systems, extreme-altitude material science, and the physics of high-altitude radiation. Internships, summer jobs, and any experience in the field are helpful, as entry into this industry is highly competitive. Many aspirants may need to relocate to California, Washington State, or Texas, where the majority of defense industry aerospace work is done, to work for companies such as NASA, Boeing and Lockheed Martin.Two years into their job an aerospace engineer can be planning on being Junior members of research staff are swamped with work, both in the lab and in offices, crunching data and organizing research. More like "lab assistants," their early years are marked by relatively menial tasks (testing of equipment, tracking results) with little input into the testing or recommendation process. Average hours and pay characterize these environments, but education continues apace. Few people leave the profession during these years; the hours already devoted in school make it easier to tolerate these few extra workplace indignities. And in about five years one will be leading research teams and turn into people managers as well as project managers. This is an unanticipated turn of events for some, as it removes them from the challenging, intellectually rarefied environment they enjoy and places them in a more administrative role. Most significant design and production work is done in these years.

Restriction Enzyme Analysis :: Papers

Restriction Enzyme Analysis Research question: Using only the information from these experiments calculate the number and size of the fragments that would be made using BAMH1 restriction enzyme, and calculate the migration distances of the various fragments. Restriction enzyme used Base pairing fragments Distance Travelled (cm)* Log of base pairs* Example My Group ECO R1 (6 fragments) 21226 7421 5804 5643 4878 3530 1.4 2.0 2.3 2.5 2.9 - 1.7 2.0 2.2 2.3 - - 4.3 3.9 3.8 3.8 3.7 3.5 HIND III (7 fragments) 23130 9416 6682 4361 2322 2027 564 1.4 1.8 2.2 2.7 3.5 3.7 5.8 1.6 1.8 2.1 2.3 2.9 3.1 - 4.4 4.0 3.8 3.6 3.4 3.3 2.8 Predicted figures from my graph BAM H1 (6 fragments) 16842 7233 6770 6527 5626 5504 1.3 2.2 2.5 2.5 2.5 2.8 4.2 3.9 3.8 3.8 3.8 3.7 Results *All figures in table are to 2s.f. I chose to calculate the log of the base pairs because the numbers vary significantly, making it difficult to plot on a graph. By doing this you can put the values into perspective for easy comparison. I will only use the example on my graph, as my results are unclear and inaccurate. I measured the distance from the edge of the gel, where the well ended to the centre of each fragment.

Information Systems Development Methodologies Essay

This purpose of this paper is to give an understanding of the information systems development methodologies available. A software development methodology or system development methodology in software engineering is a framework that is used to structure, plan, and control the process of developing an information system. Here are some iterative methodologies that can be used especially for large projects and some of their characteristics. Spiral Model The idea is evolutionary development, using the waterfall model for each step; it’s intended to help manage risks. Don’t define in detail the entire system at first. The developers should only define the highest priority features. Define and implement those, then get feedback from users/customers (such feedback distinguishes â€Å"evolutionary† from â€Å"incremental† development). With this knowledge, they should then go back to define and implement more features in smaller chunks. Each iteration of the prototype represented as a cycle in the spiral. The Spiral software development model is a risk-oriented. Use the spiral model in projects where business goals are unstable but the architecture must be realized well enough to provide high loading and stress ability. Recognizing: 1. Focus is on risk assessment and on minimizing project risk by breaking a project into smaller segments and providing more ease-of-change during the development process, as well as providing the opportunity to evaluate risks and weigh consideration of project continuation throughout the life cycle. 2. Each cycle involves a progression through the same sequence of steps, for each portion of the product and for each of its levels of elaboration, from an overall concept-of- operation document down to the coding of each individual program. 3. Each trip around the spiral traverses four basic quadrants: (1) determine objectives, alternatives, and constraints of the iteration; (2) evaluate alternatives; identify and resolve risks; (3) develop and verify deliverables from the iteration; and (4) plan the next iteration. 4. Begin each cycle with an identification of stakeholders and their win conditions, and end each cycle with review and commitment. Phases: 1. Project Objectives. Similar to the system conception phase of the Waterfall Model. Objectives are determined, possible obstacles are identified and alternative approaches are weighed. 2. Risk Assessment. Possible alternatives are examined by the developer, and associated risks/problems are identified. Resolutions of the risks are evaluated and weighed in the consideration of project continuation. Sometimes prototyping is used to clarify needs. 3. Engineering & Production. Detailed requirements are determined and the software piece is developed. 4. Planning and Management. The customer is given an opportunity to analyze the results of the version created in the Engineering step and to offer feedback to the developer. Variations. Win-Win Spiral Process Model is a model of a process based on Theory W, which is a management theory and approach â€Å"based on making winners of all of the system’s key stakeholders as a necessary and sufficient condition for project success.† Incremental Development Here the project is divided into small parts. This allows the development team to demonstrate results earlier on in the process and obtain valuable feedback from system users. Often, each iteration is actually a mini-Waterfall process with the feedback from one phase providing vital information for the design of the next phase. Recognizing: 1. A series of mini-Waterfalls are performed, where all phases of the Waterfall development model are completed for a small part of the system, before proceeding to the next increment; OR 2. Overall requirements are defined before proceeding to evolutionary, mini-Waterfall development of individual increments of the system, OR 3. The initial software concept, requirements analysis, and design of architecture and system core are defined using the Waterfall approach, followed by iterative Prototyping, which culminates in installation of the final prototype (i.e., working system). Phases: 1. Inception. Identifies project scope, risks, and requirements (functional and non-functional) at a high level but in enough detail that work can be estimated. 2. Elaboration. Delivers a working architecture 3. Construction 4. Transition Variations . A number of process models have evolved from the iterative approach. All of these methods produce some demonstrable software product early on in the process in order to obtain valuable feedback from system users or other members of the project team. In some, the software products which are produced at the end of each step (or series of steps) can go into production immediately as incremental releases. Prototype Model The prototype model is used to overcome the limitations of waterfall model. In this model, instead of freezing the requirements before coding or design, a prototype is built to clearly understand the requirements. This prototype is built based on the current requirements. Through examining this prototype, the client gets a better understanding of the features of the final product. The processes involved in the prototyping approach are shown in the figure below. Recognizing: 1. Not a stand alone, complete development methodology, but rather an approach to handling selected portions of a larger, more traditional development methodology (i.e., Incremental, Spiral, or Rapid Application Development (RAD)). 2. Attempts to reduce inherent project risk by breaking a project into smaller segments and providing more ease-of-change during the development process. 3. User is involved throughout the process, which increases the likelihood of user acceptance of the final implementation. 4. Small-scale mock-ups of the system are developed following an iterative modification process until the prototype evolves to meet the users’ requirements. 5. While most prototypes are developed with the expectation that they will be discarded, it is possible in some cases to evolve from prototype to working system. 6. A basic understanding of the fundamental business problem – necessary to avoid solving wrong problem. Phases: 1. Requirements Definition/Collection. Similar to the Conceptualization phase of the waterfall model, but not as comprehensive. The information collected is usually limited to a subset of the complete system requirements. 2. Design. Once the initial layer of requirements information is collected, or new information is gathered, it is rapidly integrated into a new or existing design so that it may be folded into the prototype. 3. Prototype Creation/Modification. The information from the design is rapidly rolled into a prototype. This may mean the creation/modification of paper information, new coding, modifications to existing coding. 4. Assessment. The prototype is presented to the customer for review. Comments and suggestions are collected from the customer. 5. Prototype Refinement. Information collected from the customer is digested and the prototype is refined. The developer revises the prototype to make it more effective and efficient. 6. System Implementation. In most cases, the system is rewritten once requirements are understood. Sometimes, the Iterative process eventually produces a working system that can be the cornerstone for the fully functional system. Variation. A popular variation is called Rapid Application Development (RAD). It introduces strict time limits on each development phase and relies heavily on RA tools (allow quick development). Comparison of models * Involves higher cost – needs to be iterated more than once * Not suitable for smaller projects * Project success depends on the risk analysis phase – hence, it requires highly specific expertise in risk analysis * Limited reusability * No established controls for moving from one cycle to another cycle, no firm deadlines, lack of milestones * Management is dubious | Incremental| * Potential exists for exploiting knowledge gained in early increments. * Moderate control over the life of the project through the use of written documentation and the formal review and approval/signoff by the user and information technology management at designated major milestones * Stakeholders can be given concrete evidence of project status throughout the life cycle. * Helps to mitigate integration/architectural risks. * Allows delivery of a series of implementations that are gradually more complete and can go into production more quickly as incremental releases * Gradual implementation provides the ability to monitor the effect of incremental changes, isolate issues and make adjustments before the organization is negatively impacted| * Very rigid and do not overlap phases * Not all the requirements are gathered before starting the development; this could lead to problems related to system architecture at later iterations. * The user community needs to be actively involved throughout the project – time of the staff, project delay. * Communication and coordination skills take central stage in the development. * Informal requests for improvement after each phase may lead to confusion – controlled mechanism for handling substantive requests needs to be developed. * Possible â€Å"scope creep (user feedback on each phase increases customer demands. * Errors and risks can be detected at a much earlier stage, as the system is developed using prototypes * Addresses: inability of many users to specify their information needs; difficulty of systems analysts to understand the user’s environment * Can be used to realistically model important aspects of a system during each phase of the traditional life cycle * Improves user participation in system development and communication among project stakeholders Documents * Increases complexity of the overall system * Involves exploratory methodology and therefore involves higher risk. * Involves implementing and then repairing the way a system is built, so errors are an inherent part of the development process. * Can lead to false expectations and poorly designed systems. * Approval process and control is not strict. * Requirements may frequently change significantly.| Here is another table that consists of the situations where each model is the most appropriate for applying. The data is based on my previous analysis and additional data collected from the internet. Conclusion Why there are so many System Development Methodologies is because all projects and systems require its own road to run. And not each method will be suitable for another one. Selecting the correct software development methodology with a proper cost-benefit analysis for a project can help projects to release successfully, on time, and within budget. Once an organization has determined which methodologies will work best for its projects it can ensure that there is a repeatable process established that will ensure successful projects. Tackling a project blindly with no process defined will result in undesirable product. Errors in the products are common, yet if the process is utilized properly, they can be eliminated quickly. Choosing the better approach or simply understanding the methodologies is important to ensure the right project/product is a result from the hard work.