Holden Caulfield: Typical American Teenager Essay -- Catcher in the Ry

It is difficult to really define American teenagers, but they’re seen as confused and without any real identity age wise. Although not as prominent as in the 20th century, teenagers have to deal with a misleading phoniness in society today. The teenage years are when a person really decides (or has a decision forced on them) how their views will develop, such as living with optimism or pessimism. Because of pressure from media, peers and parents, teenagers either try to grow up too quickly or simply refuse and get left behind. All of these characteristics are related to Holden Caulfield in various ways. Even just on the surface, Holden is a typical teenager, with his low self esteem and bad language. Therefore, based on what it means to be an American teenager, The Catcher in the Rye by JD Salinger is supposed to be the picture of a typical teenage experience. Generally, the American teenager has enough to be confused with in his own life but society’s phoniness can greatly add to that uncertainty. Most of a person’s adult behaviors are learned in the teenage years, but with people such as politicians being â€Å"phony,† teenagers are getting more upset and confused by the appropriate way to act. If they see people in these kinds of powerful positions lying and embezzling, what would they assume to do other than imitate that behavior? That’s why there is a lot of teenage crime in this country- the crimes of â€Å"phonies† in prominent standing that, to some extent, are endorsing these bad and sometimes ilicit activities. In Holden Caulfield’s case, he lets phoniness run his entire life. The biggest insult he can give something is that of â€Å"phony,† and he stops doing things he would like to do, not wanting to be perceived as a ph... ...t from his own parents. They keep sending him to private schools away from home and that’s forcing him to grow up because there’s nobody else to rely on really. That is the case with most teenagers like Holden, they try to grow up too quickly and miss some potentially great childhood moments. In conclusion, The Catcher in the Rye is a picture of a typical teenage experience because Holden is confused and without any real identity. He has strong views, like most teenagers, on phoniness, view of life and growing up. Holden is a typical American teenager, maybe a little less fortunate than some others, having to fend for himself, really. Nonetheless, nearly all teenagers go through a time in their lives that is emotionally like that of Holden Caulfield. Work Cited Salinger, JD. The Catcher in the Rye. Boston, Mass: Little, Brown and Company, 1951

The Unschooling Movement Essay -- Education, Growing Without Schooling

According to the National Center for Educational Statistics, last year almost 50 million American students enrolled into public school, with nearly 6 million attending private schools. A growing number forgo either of those, as over 2 million students were homeschooled. Lumped with the latter group, however, is an educational movement unlike traditional schooling at all – unschooling. Like any movement, way of thought, or lifestyle, how people define it varies greatly. It can be described as child-led learning, natural learning, and interest-led. In his newsletter Growing Without Schooling, John holt defined unschooling â€Å"as allowing children as much freedom to learn in the world as their parents can comfortably bear.† It’s a philosophy in which parents allow their children to live and learn in the way that works best for them, through day-to-day experiences and opportunities, without forced curriculum. The fundamental drive behind it is the thought that children are naturally curious about the world; they seek out activities and adventures that interest them and learn on their own. Children are given the freedom to spend their days in whatever ways excite them or give them pleasure, as well as something even more important. Their parents give them their trust in allowing them to pursue their own interest; they get trust in the assurance they will learn the things they need to know, when they need to know them. This, of course, brings up one of the major criticisms of unschooling. It’s argued that children, being young and inexperienced, aren’t intelligent or wise enough to know what knowledge will be necessary later on in life. Only skilled educators and administrators should decide what needs to be learned and by what age.... ...t, economics, etc. Even discounting channels like Discovery, television can be a wealth of information. Exploring the creek at the end of the street can be a valuable lesson in science and biological ecosystems. Parents and their willingness to involve their children in the world around them are what make the difference between educational and uneducational. John Holy, regarded as the father of unschooling, wrote in his book How Children Fail, It is as true now as it was then that no matter what tests show, very little of what is taught in school is learned, very little of what is learned is remembered, and very little of what is remembered is used. The things we learn, remember, and use are the things we seek out or meet in the daily, serious, nonschool parts of our lives. Works Cited Holt, John. How Children Fail. New York; Pitman Publishing Company, 1964.

Recess at school Essay

Psychology helps marketers understand why and how consumers behave as they do. Psychological concepts such as motivation and personality; perception; learning; values, beliefs, and attitudes, and life styles are useful for interpreting buying process and directing marketing efforts. Motivation- is energizing force that stimulates behavior to satisfy a need. Personality- Refers to a person’s consistent behaviors or responses to recurring situations Perception- The process by which an individual selects, organizes and interprets information to create a meaningful picture of the world. Learning- refers to the behavior that results from (1) repeated experience, (2) reasoning. The way we perceive ourselves in relation to the rest of the world plays an important role in our choices behaviors and beliefs. Understanding social psychology can be useful for many reasons. First we can better understand how groups impact our choices and actions. Additionally, it also allows us to gain a g reater appreciation for how our social perception affects our interactions with other people. Claustrophobia is an â€Å"abnormal dread of being in closed or narrow spaces† (Jeffrey, M. K., 2002). This paper will examine if the claustrophobia could have occurred through classical or operant condition or cognitive social learning. Most people who suffer from claustrophobia do not like being in tight, narrow places such as elevators or small rooms without any means of escape (Jeffrey, M. K., 2002). Studies show that most claustrophobic patients have had an experience when they were younger that have left an impression on them causing them to become claustrophobic when they became older. For example, an individual could have been trapped in an elevator for a period of time with no means of escape as a child. Individuals also have fears of being in small rooms with no means of escape and therefore do not like to close the doors to these rooms such as bathrooms (Jeffrey, M. K., 2002).

Powder Metallurgy

Powder metallurgy is the process of blending fine powdered materials, pressing them into a desired shape or form (compacting), and then heating the compressed material in a controlled atmosphere to bond the material (sintering). The powder metallurgy process generally consists of four basic steps: (1) powder manufacture, (2) powder blending,(3) compacting, (4) sintering. Compacting is generally performed at room temperature, and the elevated-temperature process of sintering is usually conducted at atmospheric pressure. Optional secondary processing often follows to obtain special properties or enhanced precision. 1] Two main techniques used to form and consolidate the powder are sintering and metal injection molding. Recent developments have made it possible to use rapid manufacturing techniques which use the metal powder for the products. Because with this technique the powder is melted and not sintered, better mechanical strength can be accomplished. History and capabilities The hi story of powder metallurgy (PM) and the art of metals and ceramics sintering are intimately related to each other. Sintering involves the production of a hard solid metal or ceramic piece from a starting powder. While a crude form of iron powder metallurgy existed in Egypt as early as 3000 B. C, and the ancient Incas made jewelry and other artifacts from precious metal powders, mass manufacturing of P/M products did not begin until the mid-or late- 19th century†. [2] In these early manufacturing operations, iron was extracted by hand from metal sponge following reduction and was then reintroduced as a powder for final melting or sintering. A much wider range of products can be obtained from powder processes than from direct alloying of fused materials.In melting operations the â€Å"phase rule† applies to all pure and combined elements and strictly dictates the distribution of liquid and solid phases which can exist for specific compositions. In addition, whole body mel ting of starting materials is required for alloying, thus imposing unwelcome chemical, thermal, and containment constraints on manufacturing. Unfortunately, the handling of aluminium/iron powders poses major problems. [3] Other substances that are especially reactive with atmospheric oxygen, such as tin, are sinterable in special atmospheres or with temporary coatings. 4] In powder metallurgy or ceramics it is possible to fabricate components which otherwise would decompose or disintegrate. All considerations of solid-liquid phase changes can be ignored, so powder processes are more flexible than casting, extrusion, or forging techniques. Controllable characteristics of products prepared using various powder technologies include mechanical, magnetic,[5] and other unconventional properties of such materials as porous solids, aggregates, and intermetallic compounds. Competitive characteristics of manufacturing processing (e. g. , tool wear, complexity, or vendor options) also may be c losely regulated.Powder Metallurgy products are today used in a wide range of industries, from automotive and aerospace applications to power tools and household appliances. Each year the international PM awards highlight the developing capabilities of the technology. [6] Isostatic powder compacting Isostatic powder compacting is a mass-conserving shaping process. Fine metal particles are placed into a flexible mould and then high gas or fluid pressure is applied to the mould. The resulting article is then sintered in a furnace. This increases the strength of the part by bonding the metal particles.This manufacturing process produces very little scrap metal and can be used to make many different shapes. The tolerances that this process can achieve are very precise, ranging from +/- 0. 008  inches (0. 2  mm) for axial dimensions and +/- 0. 020  inches (0. 5  mm) for radial dimensions. This is the most efficient type of powder compacting. (The following subcategories are also from this reference. )[7] This operation is generally applicable on small production quantities, as it is more costly to run due to its slow operating speed and the need for expendable tooling. oda[8] Compacting pressures range from 15,000  psi (100,000 kPa) to 40,000  psi (280,000 kPa) for most metals and approximately 2,000  psi (14,000  kPa) to 10,000  psi (69,000 kPa) for non-metals. The density of isostatic compacted parts is 5% to 10% higher than with other powder metallurgy processes. Equipment There are many types of equipment used in Powder Compacting. There is the mold, which is flexible, a pressure mold that the mold is in, and the machine delivering the pressure. There are also controlling devices to control the amount of pressure and how long the pressure is held for.The machines need to apply anywhere from 15,000 psi to 40,000 psi for metals. Geometrical Possibilities Typical workpiece sizes range from 0. 25  in (6. 35  mm) to 0. 75  in (19. 05  mm) t hick and 0. 5  in (12. 70  mm) to 10  in (254  mm) long. It is possible to compact workpieces that are between 0. 0625  in (1. 59  mm) and 5  in (127  mm) thick and 0. 0625  in (1. 59  mm) to 40  in (1,016  mm) long. Tool style Isostatic tools are available in three styles, free mold (wet-bag), coarse mold(damp-bag), and fixed mold (dry-bag). The free mold style is the traditional style of isostatic compaction and is not generally used for high production work.In free mold tooling the mold is removed and filled outside the canister. Damp bag is where the mold is located in the canister, yet filled outside. In fixed mold tooling, the mold is contained within the canister, which facilitates automation of the process. Hot isostatic pressing Hot isostatic pressing (HIP) compresses and sinters the part simultaneously by applying heat ranging from 900 °F (480 °C) to 2250 °F (1230 °C). Argon gas is the most common gas used in HIP because it is an inert gas, thus prevents chemical reactions during the operation. Cold isostatic pressingCold isostatic pressing (CIP) uses fluid as a means of applying pressure to the mold at room temperature. After removal the part still needs to be sintered. Design Considerations Advantages over standard powder compaction are the possibility of thinner walls and larger workpieces. Height to diameter ratio has no limitation. No specific limitations exist in wall thickness variations, undercuts, reliefs, threads, and cross holes. No lubricants are need for isostatic powder compaction. The minimum wall thickness is 0. 05  inches (1. 27  mm) and the product can have a weight between 40 and 300 pounds (18 and 136  kg).There is 25 to 45% shrinkage of the powder after compacting. Powder production techniques Any fusible material can be atomized. Several techniques have been developed which permit large production rates of powdered particles, often with considerable control over the size ranges of the final grain population. Powders may be prepared by comminution, grinding, chemical reactions, or electrolytic deposition. Powders of the elements titanium, vanadium, thorium, niobium, tantalum, calcium, and uranium have been produced by high-temperature reduction of the corresponding nitrides and carbides.Iron, nickel, uranium, and beryllium submicrometre powders are obtained by reducing metallic oxalates and formates. Exceedingly fine particles also have been prepared by directing a stream of molten metal through a high-temperature plasma jet or flame, simultaneously atomizing and comminuting the material. On Earth various chemical- and flame-associated powdering processes are adopted in part to prevent serious degradation of particle surfaces by atmospheric oxygen. Atomization Atomization is accomplished by forcing a molten metal stream through an orifice at moderate pressures.A gas is introduced into the metal stream just before it leaves the nozzle, serving to create turbulence as the entrained gas expands (due to heating) and exits into a large collection volume exterior to the orifice. The collection volume is filled with gas to promote further turbulence of the molten metal jet. On Earth, air and powder streams are segregated using gravity or cyclonic separation. Most atomised powders are annealed, which helps reduce the oxide and carbon content. The water atomized particles are smaller, cleaner, and nonporous and have a greater breadth of size, which allows better compacting.Simple atomization techniques are available in which liquid metal is forced through an orifice at a sufficiently high velocity to ensure turbulent flow. The usual performance index used is the Reynolds number R = fvd/n, where f = fluid density, v = velocity of the exit stream, d = diameter of the opening, and n = absolute viscosity. At low R the liquid jet oscillates, but at higher velocities the stream becomes turbulent and breaks into droplets. Pumping energy is applied to droplet form ation with very low efficiency (on the order of 1%) and control over the size distribution of the metal particles produced is rather poor.Other techniques such as nozzle vibration, nozzle asymmetry, multiple impinging streams, or molten-metal injection into ambient gas are all available to increase atomization efficiency, produce finer grains, and to narrow the particle size distribution. Unfortunately, it is difficult to eject metals through orifices smaller than a few millimeters in diameter, which in practice limits the minimum size of powder grains to approximately 10 ? m. Atomization also produces a wide spectrum of particle sizes, necessitating downstream classification by screening and remelting a significant fraction of the grain boundary.Centrifugal disintegration Centrifugal disintegration of molten particles offers one way around these problems. Extensive experience is available with iron, steel, and aluminium. Metal to be powdered is formed into a rod which is introduced into a chamber through a rapidly rotating spindle. Opposite the spindle tip is an electrode from which an arc is established which heats the metal rod. As the tip material fuses, the rapid rod rotation throws off tiny melt droplets which solidify before hitting the chamber walls.A circulating gas sweeps particles from the chamber. Similar techniques could be employed in space or on the Moon. The chamber wall could be rotated to force new powders into remote collection vessels,[9] and the electrode could be replaced by a solar mirror focused at the end of the rod. An alternative approach capable of producing a very narrow distribution of grain sizes but with low throughput consists of a rapidly spinning bowl heated to well above the melting point of the material to be powdered.Liquid metal, introduced onto the surface of the basin near the center at flow rates adjusted to permit a thin metal film to skim evenly up the walls and over the edge, breaks into droplets, each approximately the thickness of the film. [10] Other techniques Another powder-production technique involves a thin jet of liquid metal intersected by high-speed streams of atomized water which break the jet into drops and cool the powder before it reaches the bottom of the bin. In subsequent operations the powder is dried. This is called water atomisation.The advantage is that metal solidifies faster than by gas atomization since the heat capacity of water is some magnitudes higher, mainly a result of higher density. Since the solidification rate is inversely proportional to the particle size smaller particles can be made using water atomisation. The smaller the particles, the more homogeneous the micro structure will be. Notice that particles will have a more irregular shape and the particle size distribution will be wider. In addition, some surface contamination can occur by oxidation skin formation. Powder can be reduced by some kind of pre-consolidation treatment as annealing. sed for cerami c tool Powder compaction [pic] [pic] Rhodium metal: powder, pressed pellet (3*105 psi), remelted Powder compaction is the process of compacting metal powder in a die through the application of high pressures. Typically the tools are held in the vertical orientation with the punch tool forming the bottom of the cavity. The powder is then compacted into a shape and then ejected from the die cavity. [7] In a number of these applications the parts may require very little additional work for their intended use; making for very cost efficient manufacturing.The density of the compacted powder is directly proportional to the amount of pressure applied. Typical pressures range from 80 psi to 1000 psi, pressures from 1000 psi to 1,000,000 psi have been obtained. Pressure of 10 tons/in? to 50 tons/in? are commonly used for metal powder compaction. To attain the same compression ratio across a component with more than one level or height, it is necessary to work with multiple lower punches. A c ylindrical workpiece is made by single-level tooling. A more complex shape can be made by the common multiple-level tooling. Production rates of 15 to 30 parts per minutes are common.There are four major classes of tool styles: single-action compaction, used for thin, flat components; opposed double-action with two punch motions, which accommodates thicker components; double-action with floating die; and double action withdrawal die. Double action classes give much better density distribution than single action. Tooling must be designed so that it will withstand the extreme pressure without deforming or bending. Tools must be made from materials that are polished and wear-resistant. Better workpiece materials can be obtained by repressing and re-sintering. Here is a table of some of the obtainable properties. Introduction | |[pic] | | | |Powder metallurgy uses sintering process for making various parts out of metal powder. The metal powder is compacted by placing in a closed| |meta l cavity (the die) under pressure. This compacted material is placed in an oven and sintered in a controlled atmosphere at high | |temperatures and the metal powders coalesce and form a solid.A second pressing operation, repressing, can be done prior to sintering to | |improve the compaction and the material properties. | |[pic] | |The properties of this solid are similar to cast or wrought materials of similar composition. Porosity can be adjusted by the amount of | |compaction. Usually single pressed products have high tensile strength but low elongation. These properties can be improved by repressing | |as in the following table. |Material | |Tensile | |MPa | |(psi) | |Tensile | |as Percent of Wrought Iron Tensile | |Elongation | |in 50 mm    | |(2 in) | |Elongation | |as Percent of Wrought Iron Elongation | | | |Wrought Iron, Hot Rolled | |331 | |(48,000) |100 % | |30 % | |100 % | | | |Powder Metal, 84 % density | |214 | |(31,000) | |65 % | |2 % | |6% | | | |Powder Metal, repressed, 95 % density | |283 | |(41,000) | |85 % | |25 % | |83 % | | | |Powder metallurgy is useful in making parts that have irregular curves, or recesses that are hard to machine. It is suitable for high | |volume production with very little wastage of material. Secondary machining is virtually eliminated. |Typical parts that can be made with this process include cams, ratchets, sprockets, pawls, sintered bronze and iron bearings (impregnated | |with oil) and carbide tool tips. | | | |Design Considerations | |[pic] | | | |†¢ | |Part must be so designed to allow for easy ejection from the die. Sidewalls should be perpendicular; hole axes should be parallel to the | |direction of opening and closing of the die. | | |†¢ | |Holes, even complicated profiles, are permissible in the direction of compressing. The minimum hole diameter is 1. 5 mm (0. 060 in). | | | |†¢ | |The wall thickness should be compatible with the process typically 1. 5 mm (0. 060 in ) minimum. Length to thickness ratio can be upto 18 | |maximum-this is to ensure that tooling is robust.However, wall thicknesses do not have to be uniform, unlike other processes, which offers| |the designer a great amount of flexibility in designing the parts. | | | |†¢ | |Undercuts are not acceptable, so designs have to be modified to work around this limitation. Threads for screws cannot be made and have to | |be machined later. | | | |†¢ | |Drafts are usually not desirable except for recesses formed by a punch making a blind hole.In such a case a 2-degree draft is recommended. | |Note that the requirement of no draft is more relaxed compared to other forming processes such as casting, molding etc. | | | |†¢ | |Tolerances are 0. 3 % on dimensions. If repressing is done, the tolerances can be as good as 0. 1 %. Repressing, however, increases the cost | |of the product. | | | Powder Metallurgy – Processing | | | |Topics Covered | |Materials | | |Powde r Consolidation | | |Cold Uniaxial Pressing | | |Cold Isostatic Pressing | | |Sintering | | |Hot Isostatic Pressing | | |Hot Forging (Powder Forging) | | |Metal Injection Moulding (MIM) | | |Materials | |The majority of the structural components produced by fixed die pressing are iron based.The powders are elemental, pre-alloyed, or partially | |alloyed. Elemental powders, such as iron and copper, are easy to compress to relatively high densities, produce pressed compacts with adequate| |strength for handling during sintering, but do not produce very high strength sintered parts. | |Pre-alloyed powders are harder, less compressible and hence require higher pressing loads to produce high density compacts. However, they are | |capable of producing high strength sintered materials. Pre-alloying is also used when the production of a homogeneous material from elemental | |powders requires very high temperatures and long sintering times.The best examples are the stainless steels, who se chromium and nickel | |contents have to be pre-alloyed to allow economic production by powder metallurgy. | |Partially alloyed powders are a compromise approach. Elemental powders, e. g. Iron with 2 wt. % Copper, are mixed to produce an homogeneous | |blend which is then partially sintered to attach the copper particles to the iron particles without producing a fully diffused powder but | |retaining the powder form. In this way the compressibilities of the separate powders in the blend are maintained and the blend will not | |segregate during transportation and use. | |A similar technique is to ‘glue’ the small percentage of alloying element onto the iron powder.This ‘glueing’ technique is successfully used | |to introduce carbon into the blends, a technique which prevents carbon segregation and dusting, producing so-called ‘clean’ powders. | |Powder Consolidation | |Components or articles are produced by forming a mass of powder into a shap e, then consolidating to form inter-particle metallurgical bonds. | |An elevated temperature diffusion process referred to as sintering, sometimes assisted by external pressure, accomplishes this. The material | |is never fully molten, although there might be a small volume fraction of liquid present during the sintering process. Sintering can be | |regarded as welding the particles present in the initial useful shape. |As a general rule both mechanical and physical properties improve with increasing density. Therefore the method selected for the fabrication | |of a component by powder metallurgy will depend on the level of performance required from the part. Many components are adequate when produced| |at 85-90% of theoretical full density (T. D. ) whilst others require full density for satisfactory performance. | |Some components, in particular bush type bearings often made from copper and its alloys, are produced with significant and controlled levels | |of porosity, the porosity being subsequently filled with a lubricant. | |Fortunately there is a wide choice of consolidation techniques available. |Cold Uniaxial Pressing | |Elemental metal, or an atomised prealloyed, powder is mixed with a lubricant, typically lithium stearate (0. 75 wt. %), and pressed at pressures| |of say, 600 MPa (87,000 lb/in2) in metal dies. Cold compaction ensures that the as-compacted, or ‘green’, component is dimensionally very | |accurate, as it is moulded precisely to the size and shape of the die. | |Irregularly shaped particles are required to ensure that the as-pressed component has a high green strength from the interlocking and plastic | |deformation of individual particles with their neighbours. |One disadvantage of this technique is the differences in pressed density that can occur in different parts of the component due to | |particle/particle and die wall/particle frictional effects. Typical as-pressed densities for soft iron components would be 7. 0 g/cc, i. e. | |about 90% of theoretical density. Compaction pressure rises significantly if higher as-pressed densities are required, and this practice | |becomes uneconomic due to higher costs for the larger presses and stronger tools to withstand the higher pressures. | |Cold Isostatic Pressing | |Metal powders are contained in an enclosure e. g. a rubber membrane or a metallic can that is subjected to isostatic, that is uniform in all | |directions, external pressure.As the pressure is isostatic the as-pressed component is of uniform density. Irregularly shaped powder | |particles must be used to provide adequate green strength in the as-pressed component. This will then be sintered in a suitable atmosphere to | |yield the required product. | |Normally this technique is only used for semi-fabricated products such as bars, billets, sheet, and roughly shaped components, all of which | |require considerable secondary operations to produce the final, accurately dimensioned component. Agai n, at economical working pressures, | |products are not fully dense and usually need additional working such as hot extrusion, hot rolling or forging to fully density the material. |Sintering | |Sintering is the process whereby powder compacts are heated so that adjacent particles fuse together, thus resulting in a solid article with | |improved mechanical strength compared to the powder compact. This â€Å"fusing† of particles results in an increase in the density of the part and | |hence the process is sometimes called densification. There are some processes such as hot isostatic pressing which combine the compaction and | |sintering processes into a single step. | |After compaction the components pass through a sintering furnace. This typically has two heating zones, the first removes the lubricant, and | |the second higher temperature zone allows diffusion and bonding between powder particles. A range of atmospheres, including vacuum, are used | |to sinter different mate rials depending on their chemical compositions.As an example, precise atmosphere control allows iron/carbon materials| |to be produced with specific carbon compositions and mechanical properties. | |The density of the component can also change during sintering, depending on the materials and the sintering temperature. These dimensional | |changes can be controlled by an understanding and control of the pressing and sintering parameters, and components can be produced with | |dimensions that need little or no rectification to meet the dimensional tolerances. Note that in many cases all of the powder used is present | |in the finished product, scrap losses will only occur when secondary machining operations are necessary. |Hot Isostatic Pressing | |Powders are usually encapsulated in a metallic container but sometimes in glass. The container is evacuated, the powder out-gassed to avoid | |contamination of the materials by any residual gas during the consolidation stage and sealed-off. It is then heated and subjected to isostatic| |pressure sufficient to plastically deform both the container and the powder. | |The rate of densification of the powder depends upon the yield strength of the powder at the temperatures and pressures chosen. At moderate | |temperature the yield strength of the powder can still be high and require high pressure to produce densification in an economic time.Typical| |values might be 1120 °C and 100 MPa for ferrous alloys. By pressing at very much higher temperatures lower pressures are required as the yield | |strength of the material is lower. Using a glass enclosure atmospheric pressure (15 psi) is used to consolidate bars and larger billets. | |The technique requires considerable financial investment as the pressure vessel has to withstand the internal gas pressure and allow the | |powder to be heated to high temperatures. | |As with cold isostatic pressing only semifinished products are produced, either for subsequent working to sma ller sizes, or for machining to | |finished dimensions. |Hot Forging (Powder Forging) | |Cold pressed and sintered components have the great advantage of being close to final shape (near-nett shape), but are not fully dense. Where | |densification is essential to provide adequate mechanical properties, the technique of hot forging, or powder forging, can be used. | |In powder forging an as-pressed component is usually heated to a forging temperature significantly below the usual sintering temperature of | |the material and then forged in a closed die. This produces a fully dense component with the shape of the forging die and appropriate | |mechanical properties. |Powder forged parts generally are not as close to final size or shape as cold pressed and sintered parts. This results from the allowances | |made for thermal expansion effects and the need for draft angles on the forging tools. Further, minimal, machining is required but when all | |things are considered this route is of ten very cost effective. | |Metal Injection Moulding (MIM) | |Injection moulding is very widely used to produce precisely shaped plastic components in complex dies. As injection pressures are low it is | |possible to manufacture complex components, even some with internal screw threads, by the use of side cores and split tools. |By mixing fine, typically less than 20 ? m diameter, spherical metal powders with thermoplastic binders, metal filled plastic components can be| |produced with many of the features available in injection moulded plastics. After injection moulding, the plastic binder material is removed | |to leave a metal skeleton which is then sintered at high temperature. | |Dimensional control can be exercised on the as-sintered component as the injected density is sensibly uniform so shrinkage on sintering is | |also uniform. | |Shrinkage can be large, due to both the fine particle size of the powders and the substantial proportion of polymer binder used. |

Coffee Shop Essay

The purpose of this marketing plan is to outline the complete marketing strategy, tactics, and programs for Dot. L Coffee (hereafter, â€Å"Dot. L†). Dot. L is a specialist Coffee Company that focuses on specialty coffee of Latte, coffee based products and foods as well. Dot. L is a new coffee shop in the river side district. Dot. L will be known for over 6 flavors of latte, coffee and coffee based products. In addition, light snacks and sandwiches will be offered to accompany the cappuccino and coffee based products. The cafe establishment will play modern music for ambiance and provide free wireless internet access for patrons to attract professionals in the nearby business areas. The mission of Dot. L is in the vanity of the city, Dot. L can bring you the ease of a precious. Dot. L will be unlike other cafes in that it will introduce customers to the different flavors of coffee and foods in a leisure non pressure environment. Furthermore, in a competitive market like Starbuck, Dot. L hopes to set itself apart by reaching out to those diversity flavors of latte without the high prices. The target market consists of two market segments: †¢ People who are deeply in love latte and people who hope have a relaxing time †¢ Business people from the downtown business centers and professional buildings Situation analysis is explored. This includes an overall marketing environment analysis for the company as well as more specific situation analysis such as competitor and customers action for the marketing analysis. An evaluation is conducted followed by an action plan outlining how to achieve the marketing objectives, which includes: promotion, price discounts, a bi-monthly newsletter, advertising in television and search for new channel partnerships. Company overview and the Mission Statement Dot. L will be a distinctive coffee shop which have own characteristics and culture that will serve the river side residential district. The coffee shop offers flavored latte and other coffee products, light snacks, foods and free wi-fi service for customer surfing on-line. The Dot. L primary place of operation will be located on the river side with nice view of Brisbane River. The business persons in the office building will add to the number of patrons and the circumstance their also can attract consumer to choose that place. There are plans to open additional locations after 3 years of operation. Dot. L will operate from Monday to Sunday. Monday thru Thursday, five employees will be working from 10 a. m. to 10 p. m. Friday and Saturday will work the same; however, three employees closing will work until 12 a. m. The cost for each full time labors might be 16 dollars per hour and the cost for part-time labors might be 9 dollars. The name of this coffee shop is Dot. L which means L refers to latte. Therefore latte as company core coffee products and latte art can be discovered in Dot. L. [pic] As stated in the company’s mission statement: Dot. L aims to be the cafe have own style and culture in Australia. In the vanity of the city, Dot. L can bring you the ease of a precious. Table of Contents Executive Summary2 Company overview and the Mission Statement3 Introduction6 Product Description6 Environmental Scan7 Economic environment7 Legal, political and regulatory environment8 Social and cultural environment8 Technological environment9 Competitor9 Market research10 Customers12 Marketing objectives and Market tactics12 Marketing objectives12 Product12 Price13 Place13 Promotion14 Marketing Tactics15 Market forecasting16 Action plans17 Financials18 Control20 Conclusion21 Reference list:22 Appendix 124 Introduction This marketing plan examines the steps required to reposition Dot. L cafe in the Australian marketplace. Dot. L is a cafe brand will locate on river side in Brisbane. Dot. L offers a variety of coffee, specialty coffee of Latte, coffee based products and foods. In addition, in order to attract consumers latte art also be adopted into the coffee products. Basically the price for the regularly coffee the price will not over four dollars. The cafe will focus on the business people and normally customers. Dot. L in Australia employ approximately 30 labors includes chiefs, shop assistant, shop keeper, senior manager. The Dot. L brand name comes from its core products will offer in the cafe that aim to: 1. Attract consumers 2. Build brand 3. Trade profit achieve about 8-10% The marketing plan followed by analysis the situation in marketplace, competitors analysis for the Dot. L entry into the market. Furthermore, market research and customers analysis will provide to assist the Dot. L to locates the market accurately. It also considers the market forecasting and financials for the three-year period. Product Description The Dot. L will offer many items that would have perfect taste. From traditional coffee to the light snacks and foods, Dot. L will offer something traditional and original for all tastes. Daily latte specials will be offered, featuring a different blend and flavor each day. The cafe specialty will prefer to European style design. The six different lattes are includes: cafe au lait; ghetto latte or bootleg lattes; hot or iced latte versions of chai, matcha, and Royal milk tea; red latte; latte macchiato and Caffe latte. Latte and Coffee will be sold in three sizes, with prices ranging from $2. 00 to $5. 00. Flavors will be available at an additional charge of $0. 50. Espresso, cappuccino, mocha, and other specialty drinks will be available in two sizes and will cost $3. 75 and $6. 50. Environmental Scan. Economic environment Robust business, consumer confidence and high export price for raw materials have fuelled the economy for 16 years. Australia has a strong economy with per capita gross domestic product (GDP) of $ 38,000(CIA, 2009), and GDP was estimated to be growing at 3. 8% annually (CIA, 2009). However, in 2008 with the impact of the global economic crisis, manufacturing output and employment started to falter, and the Australian economy headed into a severe slowdown (Jackson, 2008). Even through, in 2010 the economy has begun to turn for the better, the consumers’ purchase tendency is not recover. As both cause and effect, consumers cut back on spending, specifically on food, clothing, furniture, entertainment, cars and mobile phones (Uren, 2008). The economic conditions in Australia present opportunities and risk for Dot. L. The decrease in consumer spending will force cafe industry to seek specialist assist to retain customers and maintain sales. In the other hand, this will increase the demand for specialist service like Dot. L which can provide business men have plcae to release pressure. However, the reality of a downturn may cause retailers to cut back on all spending including on retail consulting and training services. Additionally some retailers are likely to go out of business. Legal, political and regulatory environment Small business branding through labeling and packaging conclusively builds company and product recognition. Positioning the unique product through private label aimed at the target market results in an effective, low cost marketing strategy. It is the solution to getting customers into the store and back again and again. In American, the government publishes a legislative memo of a cyber-cafe restriction in 2006 (New York Civil Liberties Union, 2006). The China government also publishes the same restrictions. Because most of the cafe will provide the service of internet, so, they should pay attention to theses legislative issue (Rodnin, 2005). Social and cultural environment According to Australian Coffee Traders Association, Annual General Meeting 2006 that pointed out overall speaking, the Australian coffee market is very competitive but consumers are brand-loyal (ACTA, 2008). Australia is a country of different immigrants, especially proud of a traditional strong coffee culture started by European immigrants(AusFoodNews,2010). The strong coffee culture of Australia has influenced growth in coffee shops, especially among the younger generation. Coffee drinking has become an integral part of the modern lifestyle. In Australia, the specialist coffee shops have become more than just a place to drink coffee. Increasingly, coffee shops serve as places to meet for business and pleasure – a location for peace and quiet away from home and office. ACTA (2008) stated that more than one billion cups of coffee are consumed in cafes, restaurants and other outlets each year, this is an increase of 65% over the last 10 years. The Coffee consumption of Australian per capita has doubled over the last 30 years (ACTA, 2008). According to a new report by Euromonitor International – â€Å"Consumer Foodservice in Australia†. (2004) the number of transactions through coffee shops grew by 7% and value sales grew by almost 29%. Technological environment Technological advances in Australia have resulted in an increase usage of the internet. This has resulted in all industry expanding into a new channel: offering services, marketing and selling products over the internet. For Dot. L, the cafe can take this advantage which is using intern as the company’s channel to promote the marketing. Competitor The popularity of franchising as a business opportunity in Australia has also had a significant impact on the number of chain specialist coffee shops, such as Gloria Jean’s, The Coffee Club, Zarrafa’s Coffee which expanded mainly through franchising (Market Research World, n. d. ). Euromonitor International’s research shows that the Gloria Jean’s chain had the largest increase in outlets in 2004, thereby boosting its market share from 28% in 2003 to 37% in 2004. Gloria Jean’s has already opened over 900 shops around the world, and 407 stores are established in Australia-wide. Therefore, Gloria Jean’s can be regarded as the most powerful competitor. The Coffee Club has expanded its business to overseas, including Beijing, Bangkok, Dubai and Thailand. It has had more than 200 stores across the whole world. Compared with these two brands Gloria Jean’s and The Coffee Club, Zarrafa’s Coffee is a young brand. The brand comes from Gold Coast, and it only has 14 years history. Zarrafa’s Coffee has 41 stores across South East Queensland. Consequently, Zarrafa’s Coffee can be thought as the least powerful competitor for Dot. L. According to the report, sales of hot drink products in Australia surpassed A$1350m in the year 2008 and is expected to be worth A$1473m in 2013, with the coffee category accounting for the largest share followed by tea (Trading Room, 2010). It can be assumed that more people might enter the cafe industry. Market research In this section is to present the research about the marketing research for the Dot. L Coffee. Since this is a brand, the main goal of the Dot. L Coffee is to establish brand awareness among the target audience, which is business people, and 94 percent of them are aged 25 to 40. In this research, it chooses 10 male and 10 female to do the interview. Figure 1: The Frequency of the respondents to have coffee [pic] Figure 2: The Buying Habits of the Respondents [pic] According to the figure 1 and 2, of the business people that polled, 70 percent said they have coffee every day. And a full 58 percent said they prefer to enjoy coffee in the cafe. Others will enjoy coffee in their office or at home, here, 52 percent of them will buy the coffee products in the coffee shop, and 47 percent of them prefer buy it form the supermarket. Figure 3: The Acceptable Price per Coffee of the Respondents [pic] 45 percent of the respondents said that they would like Latte, and both of respondents who prefer Espresso and Mocha are divine 15 percent, 25 percent of respondents choose Cappuccino. Referring to the figure 3, 70 percent of them represent the acceptable price per cup of coffee is $3-8 dollars, and below $3 dollars and above $8 dollars will share the same percentage of 15 percent. Take a look at this chart, the best media mix, then, would be a combination of TV and magazine advertisements. Both of TV and magazine were divine 30 percent of the total population. And 20 percent of people prefer print advertisement. To conclude, even though our target audience is clearly defined, introducing a new product is always a gamble. But with the proper media mix we can certainly lessen the chance of failure. Customers The primary target market for the Dot. L Coffee will be the local business people. The cafe will be a sit-down coffee shop with wi-fi connectivity. The cafe will serve a variety of flavored latte, coffee products, beverages, sandwiches, and treats to local customers. The target market consists of two market segments, that is people who are deeply in love latte and people who hope have a relaxing time; and business people from the downtown business centers and professional buildings. Marketing objectives and Market tactics Marketing objectives The purpose of this marketing plan is to launch a cafe with delicate bakery, and professional coffees and which will bring simple cozy and friendly atmosphere. Based on the product features and marketing 4P principles, the three years’ specific marketing plan will be given as the following to ensure objectives and expectations are met. Product First off all, the key customers are those people who fond into Latte which means the product image is designed as professional Latte maker with friendly, easy communicate, happy relationship atmosphere. In order to match the product concept: simple and cozy so that the color of the cafe should be designed as clean, comfortable. And the coffee cup and tableware would be designed to match the interior decoration as mildness and simple. The main special coffee is Latte. Meanwhile, espresso, cappuccino, mocha, and other specialty drinks will be available too. The latte flavors will include vanilla, chocolate, and caramel. This can be designed as the first year menu and in the following three years the product will be developed according to the market trend. Price The Dot. L cafe will specially offer delicate bakery with other beverages such as soda and juice. Coffee will be sold in three sizes, with prices ranging from $2. 00 to $5. 00. All prices take into consideration the cost of material, 25% for food and 45% for beverages. Espresso, cappuccino, mocha, and other specialty drinks will be available in two sizes and will cost $3. 75 and $6. 50. All different deserts will be sold by the slice such as cheesecake, chocolate cake, muffin, sandwich and cupcake. Prices range from $2. 75 to $8. 00. The frequent customer can join the membership and participate the buy 10 get one free activity. Place The cafe name Dot. L is from the coffee Latte which is combined with espresso and steamed milk. Hence, the image of the cafe will deliver simple and warm message to customers. The location of Dot. L will be choosing at Brisbane river side. The space will be designed with a glass room and interior will be more concise and mediterrane an style. The common area will have white coffee tables surrounded by plush chairs and sofas and allow customers to set up laptop and spread out paperwork. The walls will be painted into warm color to enhance the relax and friendly atmosphere. Promotion Besides, in order to develop the market and receive good reputation from the very first. The Dot. L Cafe will be promoted in a variety of ways. The annual budget allotment for advertising is $19,904 for the first year of operation. These monies will be distributed as follows: 1. Southern Star – Southern Star will be printed monthly showing the nightly specials. They will be distributed throughout the area on cars, handed out at the library, delivered to the local office buildings, and posted on street signs and other obvious places. 2. Radio – The cafe will run many radio spots on local radio stations. The ads will feature the daily coffee specials and will air during the morning and afternoon drive times to capitalize on drive-by traffic. 3. Entertainment – The Dot. L Cafe will feature local entertainment every other weekend. The entertainers will provide music, poetry, art, and dancing. These events will be promoted through additional print and radio spots. Besides, Dot. L will engage in promoting premium varieties of coffee by educating their customers about the different coffees that are available. This strategy would lead to increased sophistication among customers. 4. Web Presence – The Dot. L Cafe will promote the business and specials over the Internet through a website. The website will be updated monthly to advertise specials and product offerings. The Radio and newspaper advertisement could be launch at the first half year to attract more customers. Entertainment and web presence should be developed as long term promotion plan in the next three years. The Dot. L Cafe will promote itself to its new customers by offering discount memberships for frequent consumers. There will be buy 10 get one free card available for coffee. The remaining advertising budget will be used to print membership and frequent consumer cards. Serve the highest quality food and beverage and meanwhile maintain low cost of goods and inventory is one of the key objectives. Thus Logistics and distribution would be a crucial part as well. The fresh meats, cheeses, and vegetables will be purchased through good reputation food source distributors. The researching and negotiating of the best prices with distributors would be put into the project process too. Marketing Tactics To achieve the above marketing objectives, this plan considers the tactic through the marketing mix which includes product, promotion and pricing. Colour appeal, packaging and style are included in product section. As the before shown, the target market of the cafe is business people who works in downtown and modern buildings. These potential customers can be regarded as white collars and the middle class. They hold well-paid, and are to pursuit quality lifestyles. Based on these, the basic colour tone will be set as dark colour tone, such as brown and black. The logo of the cafe is to stress a simple but elegant style. Because Dot. L cafe is a new brand for customers, so the promotion strategy must be heavy to entice the brand trial. The advised promotion approaches are print ad, billboard ad and in-store promotions. Setting a billboard ad on the way to the city and riverside is strongly advised. The cafe locates on the riverside; for this reason, putting ad on ferry is recommended. The pricing objective is to appeal the people who take coffee daily. A regular size cafe au lait which is the main product is priced as $4. 50. The cafe can give 5% discount to people who hold senior card. Furthermore, a point card can be given in the store when customers are making purchase. The card allows that customers can get 1 free coffee after they buy 9 coffees. Market forecasting There are more than 100 cafes in Brisbane, and 17 cafes exist in Southbank where a part of riverside is. According to one market research (Weston 2010), more and more Australian have already totally accepted the coffee culture; in addition, they are very to enjoy this culture. Therefore, a big growth on takeout coffee is brought by this social change. As a matter of fact, the flourishing demand of coffee drinking directs to the blast of many specific coffee shops. According to another research, Australians prefer to coffee with milk rather than other styles. Datamonitor’s Market Data Analytic (MDA) database indicates that retail coffee sales in Australia gained around A$752m. The Australia coffee market is in the second place around the Asian Economic in 2008. Another research predicts that the total amount around A$473m of profit can be reached in 2013. All in all, it can be concluded that there is a huge potential in the cafe market. Action plans According to the planed given above the relevant GANTT chart will guide this project go smoothly complete on time. Figure 4: The Dot. L Project Schedule |Dot. L | |? |? | |Start-up Assets to Fund |$26,000 | |Total Funding Required |$88,290 | | | | |Total Assets |$26,000 | | | | |Liabilities and Capital | | |Liabilities | | |Total Liabilities |$33,290 | | | | |Capital | | |Planned Investment |$55,000 | |Loss at Start-up (Start-up Expenses) |($62,290) | |Total Capital |($7,290) | | | | |Total Capital and Liabilities |$26,000 |. 2. Break-even Analysis Break-even data is presented in the chart and table below. [pic] Figure 6: Break-even Analysis |Monthly Units Break-even |7,294 | |Monthly Revenue Break-even |$18,462 | |Assumptions: | | |Average Per-Unit Revenue |$2. 53 | |Average Per-Unit Variable Cost |$0. 63 | |Estimated Monthly Fixed Cost |$13,847 | 3. Projected Profit and Loss In the first year, the Dot. L Coffee will have sales of about $533,764 of operation. In year two and three the Dot. L will have sales increases of about 10%, resulting in sales of $576,551 and $622,575, respectively. Operating expenses are $304,136 for year one, $327,694 year two, and $353,326 year three. The results for the first three years of operation are net income of $36,521 for the first year, $42,356 for the second year, and $47,819 for year three. Control Dot. L will continually evaluate the marketing environment, particularly the economic environment, due to the economic downturn, and the competitive environment. Further, in relation to the specific tactics undertaken by Dot. L for the 36 month period, each will be assigned a person who will be responsible for the success of the tactic, as well as a specific final review date. |Tactic |Responsibility |Review date | |Promotions to focus on augmented product and core product |Marketing Manager |May 2010 | |benefits | | | |Determine price discounts and rollout strategy to clients | | | |Create newsletter and implement process for it to be |Management Team |Aug 2010 | |distributed monthly | | | |More Direct-response advertising in television |Marketing Manager |Sep 2010 | |Implement selling short-term modification recommendations | | | |Search for distributors with which to form channel |Sales Director |Jun 2011 | |partnerships |. | | |Expand business to more location |Marketing Manager |Mar 2012 | | | | | | |Channel Manager |Nov 2012 | | | | | | |Sales Director |Jan 2013 | Conclusion This report sets out the marketing plan for Dot. L in Australia. It was decided that, Dot. L aims to be the cafe have own style and culture in Australia. In the vanity of the city, Dot. L can bring you the ease of a precious. The marketing strategy was explored, including each of the marketing mix areas, and tactics were recommended relating to direct-response an promotions, price discounts, and find channel partnerships. It is believed that there is opportunity for Dot. L to built own brand culture and expand in cafe industry’s marketplace. It is, therefore, this marketing plan can assist Dot. L growth in the marketplace. Reference list: Acta (2008). AUSTRALIAN COFFEE STATS. Retrieved May 16, 2010 from http://www. acta. org. au/article. php? a=2 Hofmann (2008). Specialist coffee shops in Australia see vigorous expansion. Retrieved May 17, 2010 from http://www. franchiseek. com/Market_Trends_Coffee_Shops_Australia_0706. htm Jellie (2006). Coffee by numbers. Retrieved May 17, 2010 from: http://www. smh. com. au/news/good-living/coffee-by-numbers/2006/07/17/115298845 5398. html New York Civil Liberties Union(2006), Legislative Memo: Cyber-cafe Restrictions Retrieved May 17, 2010 from: http://www. nyclu. org/content/legislative-memo-cyber-caf%C3%A9-restrictions-2006 Rodnin(2007), Motherboard makers may be affected by Internet cafe restrictions in China, Retrieved May 17, 2010 from http://www. vaosoft. com/forum/index. php? showtopic=441&pid=612&mode=threaded&show=&st=0 Shaun Weston (2010). Australian love coffee. Retrieved May 15, 2010, from http://www. foodbev. com/report/australians-love-coffee Trading Room (2008). Australia a nation of coffee drinkers. Retrieved May 17, 2010 from http://www. tradingroom. com. au/apps/view_article. ac? articleId=1196615 Wong (2010). Aussie cafe culture accounts for ‘biggest growth in coffee’. Retrieved May 17, 2010 from http://www. ausfoodnews. com. au/2010/03/04/aussie-cafe-culture-accounts-for-biggest-growth-in-coffee. html Appendix 1 The Questionnaire of the Coffee Market. This is a marketing research of the style, habits and opinions of coffee in your everyday life. Section 1: Basic Personal Information 1. What is your gender? A Male B Female 2. What is your age? A 18-25 B 26-30 C 30-40 D Above 40 3. What is your Occupation? A Students B Business men C Employee D Others 4. Are you married or single? A Married B Single 5. What is your family’s size? A 1-2 person B 3-5 person C 6-8 person D Above 8 person Section 2: 6. Where can you get the information about coffee? A Internet B Magazine/ newspaper C TV D Print Advertisement E Others 7. Where are you usually buy the coffee product? A Supermarket B Internet C Coffee shop D Others 8. How offen do you drink coffee? A Every day B 3-4 times per week C Once a week D Never 9. Where do you usually drink coffee? A Cafe B At home C At office D At campus E Others 10. What kind of coffee would you like? A Latte B Espresso C Cappuccino D Mocha E Other specialty drinks 11. How much of a cup of coffee is acceptable for you? A $2-3 /cup B $3-5/cup C $5-8/cup D $8-10/cup E Above $10/cup Thank you for your participation!!!

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