Building Management System to Save Energy

Building Management System to Save Energy 1. Introduction of BMS Building Management System (BMS) is to control and monitor building services systems in an efficient way by centralizing the control of individual systems ( 1.1). The systems include HVAC, Fire Services Lift, Escalator, Lighting, Electrical Distribution, Steam Hot Water, and Plumbing Drainage. The main function of BMS is centralized control monitoring and fault management. So it has another name call Central Control and Monitoring System (CCMS). The other functions are enhance interface connectivity between systems, service response to customer, operator control of systems and graphical display to make the control of system more users friendly. Improve energy efficiency and operational efficiency. Allow capacity for future upgrades expansions and automation. And related system Building Automation System (BAS) will be use on BMS. 2. Basic BMS Design 3-Levels BMS Architecture ( 2.1): l Management Level User can configure and monitor plant performance. Anticipate future trends, improve efficiency, and analyze management report. l Automation / Controller Level The location with greatest technical control requirement, and differentiate one from others. Controllers automatically perform their tasks from I/P and to O/P. Controllers can communicate with each other (Peer-to-Peer). Event based operation. The devices can function at the highest efficiency and no repetitive information is transmitted. Controllers only react with the Management Level when plant goes out of limits, and adjustments are made through a user interface. l Field / Floor Level Information is gathered through sensors and other intelligent devices. The information will be sent back to the controllers. Third party equipment is integrated into the Automation and Field levels with control at the Management level. Centralized Architecture: Centrally controlled system ( 2.5) A control system in which transmission is to a central computer and the reliance of all controls on a central computer. Distributed Architecture: Distributed control ( 2.6) A control system in which control computations and intelligence are made at different locations and the result coordinated. System Architecture: The constraints of BMS are network expansion, the limited variety of topologies and transmission media. The solutions are mixing of communication media (twisted pair, power line, radio, infra-red, fibre optics, coaxial). Complete implementation of OSI model. Using free topology, user-friendly software and development cost. System Topology Topology affects system redundancy, communication protocol and system response time. The common system topologies such as: Bus, Star, Tree, Ring and Mesh. Bus Topology ( 2.7) All devices are connected to a central cable, call the bus or backbone. The advantage is much less cabling requirements. The brands using include Ethernet, Profitbus, ControlNet, LonWorks. Star Topology ( 2.8) All devices are conned to a central hub. Star networks are relatively easy to install and manage, but bottlenecks can occur because all data must pass through the hub. Cable fault affects one device only. But communication hub fault affects all devices. The brands using include Ethernet, Profitbus, ControlNet, LonWorks. Tree Topology ( 2.9) The topology combines characteristics of linear bus and star topologies. It consists of groups of star-configured workstations connected to a linear bus backbone cable. Tree topologies allow for the expansion of an existing network, and enable schools to configure a network to meet their needs. Device at the highest point in the hierarchy controls the network. The brands using include Ethernet, Profitbus, ControlNet, LonWorks. Ring Topology ( 2.10) All devices are connected to one another in the shape of a closed loop, so that each device is connected directly to two other devices, one on either side of it. Same as bus network with both edges connect. The brands using include Token Ring, FDDI, Profitbus. Mesh Topology (Fig 2.11) Network topology which combines more than one basic topology such as bus, ring, or star. Good for redundancy. It will use lots of cable to connect every device with every device. Considerations in Topology Layout for automating building with vast amount of points require well-designed network segmentation, in order to achieve a good performance infrastructure. Well designed structured network by using repeaters, bridges or even better using routers to improve network reliability and simplify network troubleshooting. Some reasons why segmenting a network is important: Isolation of individual network segments in order to limit the propagation of a single fault to one segment and prevent this single fault from spreading out over the entire network. Different nodes demand different communication media and different network speeds but they all need to communicate with each other, which requires and interconnection between the different networking media. Increase the number of possible nodes in a single network and increase the number of possible nodes in a single network. Keep local traffic within one segment in order to avoid network traffic overload conditions which will make service like HVAC, lighting malfunction. BMS Configurations There are three types configurations using in BMS: 1. Conventional configuration Server workstations daisy chained with DDCs (usually using RS-485). Typical RS-485 Controller Level network ( 2.14) relatively low bandwidth (around 9600 bps). The limited nodes around 100, and the distance is lower than 1200m. Only for data transmission. Controller Level Network 2. Ethernet-Based configuration Use Ethernet as transmission media. Servers, Workstations and DDCs on the same Ethernet platform. Typical Ethernet-Based Network ( 2.15) with high bandwidth (typical 1Gbps backbone). Use IP Technology means open platform for various applications. Virtually no distance limitation. Always use for data, voice video systems. Ethernet-Based Network 3. Hybrid configuration ( 2.16) Non-hierarchy architecture with combination of different independent networks and interfaces. Various network topologies. Hybrid Configuration Networking Protocol Protocol ( 2.17) is a set of rules, which allows computer/controllers/devices to communicate from one to another. Proprietary Protocols developed by systems or computer manufacture to communicate to their OWN hardware and software over a recommended network. Open Protocols opening up protocols means disclosing procedures, structures, and codes and allowing other system developers to write interfaces and share data on their network. Acceptance of an open protocol depends on its quality, features, and services provided. 2.17 Protocol The OSI Seven Layer Model ( 2.18) Each layer has a defined set of functions. The model provides a useful common reference to communicate protocol. Most communication protocols including those used in our field today use either all or some of the seven layers of the OSI model. 1. Network-capable Applications produce DATA. 2. Each protocol layer adds a header to the data it receives from the layer above it. This is called encapsulation. Encapsulated data is transmitted in Protocol Data Units (PDUs). There are Presentation PDUs, Session PDUs, Transport PDUs etc. 3. PDUs are passed down through the stack of layers (called the stack for short) until they can be transmitted over the Physical layer. 4. Any layer on one machine speaks the same language as the same layer on any other machine, and therefore can communicate via the Physical layer. 5. Data passed upwards is unencapsulated before being passed farther up. 6. All information is passed down through all layers until it reaches the Physical layer. 7. The Physical layer chops up the PDUs and transmits the PDUs over the wire. The Physical layer provides the real physical connectivity between machines over which all communication occurs. 2.18 OSI Seven Layer Model The Physical layer provides for physical connectivity between networked devices. Transmission and receipt of data from the physical medium is managed at this layer. The Physical layer receives data from the Data Link Layer, and transmits it to the wire. The Physical layer controls frequency, amplitude, phase and modulation of the signal used for transmitting data, and performs demodulation and decoding upon receipt. Note that for two devices to communicate, they must be connected to the same type of physical medium (wiring). Ether to Ether, FDDI to FDDI etc. Two end stations using different protocols can only communicate through a multi-protocol bridge or a router. The physical layer is responsible for two jobs: 1. Communication with the Data link layer. 2. Transmission and receipt of data. The Datalink Layer is the second layer of the OSI model. The datalink layer performs various functions depending upon the hardware protocol used, but has four primary functions: 1. COMMUNICATION with the Network layer above. 2. SEGMENTATION of upper layer datagrams (also called packets) into frames in sizes that can be handled by the communications hardware. 3. BIT ORDERING. Organizing the pattern of data bits before transmission (packet formatting) 4. COMMUNICATION with the Physical layer below. This layer provides reliable transit of data across a physical link. The datalink layer is concerned with physical addressing, network topology, physical link management, error notification, ordered delivery of frames, and flow control. Network Layer establishes and terminates connections between the originator and recipient of information over the network. Assign unique addresses to each node on the network. The addresses identify the beginning and end of the data transmission packets. Outbound data is passed down from the Transport layer, is encapsulated in the Network layers protocol and then sent to the Datalink layer for segmentation and transmission. Inbound data is de-fragmented in the correct order, the IP headers are removed and then the assembled datagram is passed to the Transport layer. The Network layer is concerned with the following primary functions: 1. Communication with the Transport layer above. 2. Management of connectivity and routing between hosts or networks. 3. Communication with the Datalink layer below. Transport Layer maintain reliability on the network and enhances data integrity by delivering error-free data in the proper sequence. It may use a variety of techniques such as a Cyclic Redundancy Check, windowing and acknowledgements. If data is lost or damaged it is the Transport layers responsibility to recover from that error. Functions: 1. Communicate with the Session layer above. 2. Detect errors and lost data, retransmit data, reassemble datagrams into datastreams 3. Communicate with the Network layer below. The session layer tracks connections, also called sessions. For example: keep track of multiple file downloads requested by a particular FTP application, or multiple telnet connections from a single terminal client, or web page retrievals from a Web server. In the World of TCP/IP this is handled by application software addressing a connection to a remote machine and using a different local port number for each connection. The session performs the following functions: 1. Communication with the Presentation layer above. 2. Organize and manage one or more connections per application, between hosts. 3. Communication with the Transport layer below. The Presentation layer handles the conversion of data formats so that machines can present data created on other systems. For example: handle the conversion of data in JPG/JPEG format to Sun Raster format so that a Sun machine can display a JPG/JPEG image. The Presentation layer performs the following functions: 1. Communication with the Application layer above. 2. Translation of standard data formats to formats understood by the local machine. 3. Communication with the Session layer below. The application layer is the application in use by the user. For example: a web browser, an FTP, IRC, Telnet client other TCP/IP based application like the network version of Doom, Quake, or Unreal. The Application layer provides the user interface, and is responsible for displaying data and images to the user in a recognizable format. The application layers job is to organize and display data in a human compatible format, and to interface with the Presentation layer. Message Frame Format Fig 2.19 Message Frame Format Master-Slave Protocol (2.20) The control station is called master device. Only master device can control the communication. It may transmit messages without a remote request. No slave device can communicate directly with another slave device. 2.20 Master-Slave Protocol Peer-to-Peer Protocol (2.21) All workstations are loaded with the same peer-to-peer network operating system. Each workstation configured as service requester (client), service provide (server), or even BOTH. 2.21 Peer-to-Peer Protocol Client-Server Protocol (2.22) Client workstation are loaded with specialized client software. Server computers are loaded with specialized server software designed to be compatible with client software. 2.22 Client-Server Protocol The CSMA/CE Protocol is designed to provide fair access to the shared channel so that all stations get a chance to use the network. After every packet transmission all stations use the CSMA/CD protocol to determine which station gets to use the Ethernet channel next. CSMA/CD likes a dinner party in a dark room: Everyone around the table must listen for a period of quiet before speaking (Carrier Sense). Once a space occurs everyone has an equal chance to say something (Multiple Access). If two people start talking at the same instant they detect that fact, and quit speaking (Collision Detection). IEEE 802.3 standard covers CSMA/CD. Switched Ethernet nodes are connected to a switch using point-to-point connections, When a frame arrives at the switch, the control logic determines the transmit port. If the transmit port is busy, the received frame is stored in the queue which is a First-in First-out (FIFO) queue. The memory to store pending frames is obtained from a shared memory pool. In case the memory is full, the received frame is dropped. Networking Cables Copper wire pairs are the most basic of the data media. †¢ Two wire untwisted pair The insulated wire conductors run in parallel, often in a moulded, flat cable. Normally used over short distances or at low bit rates, due to problems with crosstalk and spurious noise pickup. Performance in multiple conductor cables is enhanced by dedicating every second cable as a ground (zero volt reference), and by the use of electrically banetworkced signals. 1. A single wire is used for the signal transmission/reception 2. A common reference level/point is existed between the transmitter and receiver 3. It is the simplest connection technique but it is sensitive to noise, interference, loss, and signal reflection 4. It is suitable for short distance and low data rate application (Normally less than 200Kb-meter/s) †¢ Twisted Pair The insulated conductors are twisted together, leading to better electrical performance and significantly higher bit rates than untwisted pairs. UTP is unshielded, like telephone cable, whilst STP is shielded and capable of higher bit rates. Systems using banetworkced signals obtain the highest bit rates. 1. Twisting or wrapping the two wires around each other reduces induction of outside interference 2. 1 to 5 twists per inch is quite typical †¢ Cheap and moderate bit rate applications 3. For a few km distance the bit rate can be up to 10Mb/s, and 100Mb/s can be achievable for short distance applications like 100m 2.23 Two wire untwisted pair and Twisted Pair Unshielded Twisted Pair (UTP): †¢Composed of two of more pairs of wires twisted together †¢Not shielded †¢Signal protected by twisting of wires †¢Impedance of 100W †¢Recommended conductor size of 24 AWG 2.24 Unshielded Twisted Pair Cat5e: 100MHz ANSI/TIA/EIA-568-B.1 Cat6: 250MHz Cat7: 600MHz Undercarpet: †¢Susceptibility to damage †¢Limited flexibility for MACs (move, add and change) †¢Distance limit of 10m †¢Avoid in high traffic areas, heavy furniture locations, cross undercarpet power on top at 90 degrees 2.25 Cat3, Cat5e and Cat6 Cable Screened Twisted-Pair (ScTP): †¢Characteristic impedance of 100 W †¢Four pair 22-24 AWG solid conductors †¢Mylar/aluminum sheath around all conductors †¢Drain wire that must be grounded 2.26 Screened Twisted-Pair Shielded Twisted Pair (STP): †¢Composed of two pairs of wires †¢Metal braid or sheathing that reduce electromagnetic interference (EMI) †¢Must be grounded †¢Characteristic impedance of 150 W †¢Conductor size is 22 AWG †¢Electrical performance is better than UTP (300MHz bandwidth) †¢More expensive †¢Harder to handle thick and heavy 2.27 Shielded Twisted Pair Coaxial Cable (Coax): Composed of insulated center conductor with braided shied. It provides high degree of protection against EMI. †¢Because the electrical field associated with conduction is entirely carried inside the cable; problems with signal radiation are minimized very little energy escapes, even at high frequency. †¢There is little noise pick up from external sources. Thus, higher bit rates can be used over longer distances than with twisted pairs 2.28 Coaxial Cable Series 6 (Video): †¢Characteristic impedance of 75 ohms †¢Mylar/aluminum sheath over the dielectric †¢Braided shield over the mylar †¢18 AGW solid-center conductor 2.29 Series 6 Series 11U (Video): †¢Characteristic impedance of 75ohms †¢Mylar/aluminum sheath over the dielectric †¢Braided shield over the mylar †¢14 AWG solid-center conductor or 18 AWG stranded-center conductor 2.30 Series 11U Series 8: †¢50 ohms characteristic impedance †¢Multiple mylar/aluminum sheath over the dielectric †¢Multiple braided shield over the mylar †¢11 AWG solid-center conductor 2.31 Series 8 Series 58 A/U: †¢50 ohms characteristic impedance †¢Mylar/aluminum sheath over the dielectric †¢Braided shield over the mylar †¢20 AWG solid-center conductor 2.32 Series 58 A/U Fibre Optics: Higher bandwidth and much lower signal loss than copper conductors. It used in the backbone or in horizontal runs of huge control network. †¢The data is carried as pulses of light from a laser or high-power LED. †¢Optical fibre is non-electrical, hence is completely immune from electrical radiation and interference problems. It has the highest bit rate of all media. †¢The fibre consists of an inner glass filament, contained inside a glass cladding of lower refractive index, with an outer protective coating. In a step index fibre, there is a sudden transition in refractive index. A graded index fibre has a gradual transition from high to low index, and much higher performance. †¢Most common fibres are multimode, where the inner fibre is larger than the wavelength of the light signal, allowing multiple paths to exist, and some dispersion to limit the obtainable bit rate. In single mode fibres, the inner fibre is very thin, and extremely high bit rates (several Gbps) can be achieved over long distances. 2.33 Fibre Optics Multimode Fibre: Composed of a 50 or 62.5 micron core and 125 micron cladding. It commonly used in horizontal and intrabuilding backbones. It has distance limitation of 2000m. Often uses a light-emitting diode (LED) light source. †¢The center core is much larger and allows more light to enter the fiber †¢Since there are many paths that a light ray may follow as it propagates down the fiber, large time dispersion may occur which results in short distance applications or bandwidth reduction †¢Because of the large central core, it is easy to couple light into and out of the this type of fiber †¢It is inexpensive and simple to manufacture †¢Typical value: 62.5/125 Multi-Mode Graded Index †¢It is characterized by a center core that has non-uniform refractive index †¢The refractive index is maximum at the center and decreases gradually towards the outer edge †¢The performance is a compromise between single-mode step index fiber and multi-mode step index fiber 2.34 Multi-Mode Fibre Singlemode Fibre: It composed of a 6 or 9 micron core and 125 micron cladding (say8/125 or 9/125). It used for distances up to 3000m. It uses a laser light source. †¢Small core diameter so that there is essentially only one path that light may Take care,as it propagates down the fiber †¢ There is minimum time dispersion because all rays propagating down the fiber with the same delay time and results in wider bandwidth (i.e. high bit rate) †¢ Because of the small central core, it is difficult to couple light into and out of the this type of fiber †¢ It is expensive and difficult to manufacture †¢ Typical value: 9/125 2.35 Singlemode Fibre 2.36 LAN Media Technology Analysis Open System The definition of open system is that system implements sufficient open standards for interfaces and services. It is supporting formats to enable properly engineered components to be utilized across a wide range of systems and to interoperate with other components. And that system in which products and services can be mixed and matched from set of suppliers; and supports free exchange of information/data between different systems without inserting gateways or proprietary tools. Some benefits from Interoperability: †¢Devices can be shared among different subsystems. †¢Reduce cost, shorten installation time, and reduce complexity as parts are being reduced. †¢Devices in different subsystems can interact with each other; therefore, new breed of applications can be created easily. †¢Owners can choose the best-of-breed products from different manufacture. †¢Elimination of gateway dependency, especially during system upgrade. †¢Allow move-add-change relatively easy, hence lower life-cycle costs. The characteristics of open system are well defined, widely used, preferably nonproprietary interfaces/protocols; Use of standards which are developed/adopted by recognized standards bodies or the commercial market place; and definition of all aspects of system interfaces to facilitate new or additional systems capabilities for a wide range of applications. The different between proprietary protocols and open protocols; For Proprietary protocols, most manufactures have their own proprietary protocols within their systems, so no communication between Systems unless a gateway is deployed. For open protocols, it allows systems of different manufacturers to communicate. Systems communicate with each other. 2.1 BMS Open System Modbus: A high-level protocol for industrial networks developed in 1979 by Modicon (now Schneider Automation Inc.) for use with its PLCs. It is providing services at layer 7 of the OSI model. Modbus defines a request/response message structure for a client/server environment. It is the most commonly available means of connecting industrial electronic devices. Several common types of Modbus: l Modbus RTU n A compact, binary representation of the data. l Modbus ASSII n Human readable more verbose. l Modbus/TCP n Very similar to Modbus RTU but is transmitted within TCP/IP data packets. 2.37 Modbus 2.2 BMS Open System ARCent: Attached Resource Computer NETwork (ARCnet) was founded by the Data point Corporation in late 1970s. ARCnet was one of the topologies used early on networking and is rarely used as the topology of choice in current LAN environments. ARCnet, however, still is a solid, functional and cost effective means of networking. Each device on an ARCnet network is assigned a node number. This number must be unique on each network and in the range of 1 to 255. ARCnet manages network access with a token passing bus mechanism. The token (permission to speak on the network) is passed from the lowest number node to higher number nodes in ascending order. Lower numbered addresses get the token before the higher numbered addresses. Network traffic is made more efficient by assigning sequential numbers to nodes using the same order in which they are cabled. Choosing random numbers can create a situation in which a node numbered 23 can be a whole building away from the next number, 46, but in the same ro om as numbers 112 and 142. The token has to travel in a haphazard manner that is less effective than if you numbered the three workstations in the same office sequentially, 46, 47, and 48, and the workstation in the other building 112. With this configuration, the packet stays within the office before venturing on to other stations. A maximum time limit of 31 microseconds is allotted for an ARCnet signal. This is also called a time-out setting. Signals on an ARCnet can travel up to 20,000 feet during the 31-microsecond default time-out period. You can sometimes extend the range of an ARCnet by increasing the time out value. However, 20,000 feet is the distance at which ARCnet signals begin to seriously degrade. Extending the network beyond that distance can result in unreliable or failed communication. Therefore, the time-out parameter and cabling distance recommendations should be increased only with great caution. An ARCnet network is used primarily with either coax or twisted pair cable. Most older ARCnet installations are coax and use RG-62 A/U type cable terminated with 93 Ohm terminators. Twisted pair (UTP) installations are newer and use stranded 24 or 26 gauge wire, or solid core 22, 24, or 26 gauge type cable terminated with 100-Ohm terminators. Many ARCnet networks use a mix of both coax and UTP cabling. UTP cable is simple to install and provides a reliable connection to the devices, whereas coax provides a means to span longer distances. Typical ARCnet installations are wired as a star. ARCnet can run off a linear bus topology using coax or twisted pair as long as the cards specifically support BUS. The most popular star-wired installations of ARCnet run off two types of hubs: 1. Passive hubs cannot amplify signals. Each hub has four connectors. Because of the characteristics of passive hubs, unused ports must be equipped with a terminator, a connector containing a resistor that matches the ARCnet cabling characteristics. A port on a passive hub can only connect to an active device (an active hub or an ARCnet device). Passive hubs can never be connecte

Which Do You Think Contributes More to Personal Happiness

How one responds to a situation is a huge factor that contributes to personal happiness, for the state of happiness is achieved from accomplishing a certain goal. In the 18th century, the 13 colonies was in feud with its mother country, Britain; refusing to pay taxes without representation. George Washington, the General of the Continental Army, was hopeless and at the brink of surrender.Yet through the motivational articles such as Paine's Common Sense,† the establishment of the Declaration of Independence, and the arrival of the French, Washington's morale was boosted. At Yorktown, the Americans and French were able to force Cornwallis to surrender, and the war was finally over. Washing successfully accomplished his goal of leading the colonies to victory. This accomplishment of gaining independence not only gave the 13 colonies happiness, but mainly Washington as well.As a result of this happiness, the colonies were able to unite into the United States of America. One's resp onse in a situation definitely supports personal happiness. In the midst of my freshman year in high school, I was asked to help a friend who was struggling in the subject of Biology. After long hours throughout the week, he was finally able to interpret the information. The aftermath was successful and through my teachings, I understood the importance of happiness.Happiness allows me to feel not necessarily a higher being, rather like an older brother who is helping. This enlightenment taught me that happiness can only be achieved by how one reacts to a certain event. In this particular case, because I helped a friend understand the subject of Biology, I fulfilled a good deed, and therefore rewarded with happiness. Although society always seeks for happiness, it not a feeling that can be forced, rather obtain through good deeds and accomplishments.

Analysis Of Mary Shelley s Frankenstein - 1575 Words

Mary Shelley’s Frankenstein is a story full of ideas that are ahead of her time. In 1818, Shelley published her novel, and her work opened up endless possibilities in the field of both literature and medicine. In contrast, The Adoration of Jenna Fox asked the question that if we take current technology such as 3D-printing and project it into the near future in the medical field, what will it look like when everyone has a â€Å"replaceable 3D-printed† limb? Pearson’s novel acts like a cautionary tale for the present generation than a futuristic novel with full of imaginative ideas. Although Pearson and Shelley’s work are separated by more than a century, by using an analytical viewpoint to examine these two novels, readers can clearly see the similarities in the ethics, plot, and ideas that the authors present in the books. Ethics, by definition, †is the basic concepts and fundamental principles of decent human conduct† (â€Å"Ethics†). The term â€Å"ethics† has been around as long as the human race’s existence. While both novels by Shelley and Pearson raise the ethical conflict, to be more specific, they both presented the dilemma of â€Å"bioethics.† Bioethics is a term coined by Fritz Jahr in 1926, and it â€Å"is the study of the typical controversial ethical issues emerging from new situations and possibilities brought about by advances in biology and medicine† (â€Å"Bioethics†). In Frankenstein, Victor used various body parts to construct the creature and brought it to life. When Victor startedShow MoreRelatedAnalysis Of Mary Shelley s Frankenstein1411 Words   |  6 PagesIn the early 1800s Mary Shelley set pen to a paper and started to develop a novel that little to her knowledge would become world renowned. In 1818 she finished and publis hed the novel to sell to the European public. 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Religious Terrorism a Primer on Terrorism and Religion

The Most Frequent Inflammatory Disease Of The Central...

The most frequent inflammatory disease of the central nervous system (CNS) impacts the lives of two and half million people in the world, Multiple Sclerosis (MS) (Schattling, 2013). Growing up, this disease has personally affected my family, and seeing a first hand account of the burden and turmoil that this disease causes for all of its patients it is critical to understand how this disease degenerates neurons and axons. The key players in this process are nervous system ion channels that regulate the influx and efflux of sodium and calcium, whether through exchangers or voltage-gated channels. There are normal molecular settings in neurons and there are MS molecular settings; the two are very different and progressively become further†¦show more content†¦These layers are made of myelin, produced by Schwann cells that are assigned early in the organism’s development. As these layers develop they become tightly packed around the axons, and the main benefit of this co ating is that it prevents the exiting and entering of ions for a distance along the axons. This protection allows the ions to travel further and cause action potentials at a faster rate (Norton and Cammer, 1984). Action potentials are caused by the influx of sodium ions followed by the slow efflux of potassium ions. The process of rapid action potentials jumping from one node to the next is called salutatory conductance (Black et al., 1991). Now, why are myelin sheaths so important to the fundamental understanding of MS? Briefly, individuals with MS have immune cells, many types, which attack the myelin around the axons—degenerating the myelin. This degeneration slows down the rate of action potentials in these axons (Wang et al., 2014). The entire purpose of action potentials is to respond to the stimulus placed upon the channels. This response is involved with cell-to-cell signaling and communication and sending messages back to the CNS. Without the protection around the axon the ions inside that produce an action potential now have the opportunity to exit the axon causing a shortening or even elimination in the distance the action potential travels. This is severely detrimental to the axon and neuron. To

Friedman vs Keynes Free Essays

Friedman vs. Keynes I. INTRO . We will write a custom essay sample on Friedman vs Keynes or any similar topic only for you Order Now II. Milton Friedman A. Historical Background B. View of Economy a. Early Views b. Later Views C. Influence on Policy Makers a. Richard Nixon b. Ronald Reagan III. John Maynard Keynes A. Historical Background B. View of Economy a. Trade b. Unemployment C. Influence on Policy Makers a. Prime Minister David Lloyd George b. Frank D. Roosevelt IV. Conclusion Friedman vs. Keynes The discipline of macroeconomics deals with the performance, structure, and behavior of a national economy as a whole. Macroeconomists seek to understand the determinants of aggregate trends in an economy with particular focus on national income, unemployment, inflation, investment, and international trade. Milton Friedman and John Maynard Keynes, who was both great economists, embraced the different challenges of the world by imposing their own philosophies. Although both Friedman and Keynes have some similarities, strong disagreements about the monetary arena set them apart. These two gentlemen traveled different paths of economics their whole life to establish ground rules for the government to follow. The first son of a working class Jewish family, Milton Friedman was born in New York City in the early 1900’s. Milton graduated high school before his 16th birthday and received a scholarship to Rutgers University where he began a specialization in mathematics. Milton’s interest in economics was influenced by two economics professors during his undergraduate studies during the time of the Great Depression (Friedman, 2005). He was convinced that the study of economics could help solve ongoing economic difficulties. Milton graduated with a double major of economics and mathematics. Milton has been credited as being the most influential economist of the second half on the twentieth century. Though originally a follower of the theories of John Maynard Keynes, Friedman later revoked the ideas of central control after witnessing the effects and moved towards advocating free markets. Friedman’s views of monetary policy, taxation, privatization, deregulation influenced the presidential term of Ronald Reagan in the United States during the 1980’s and Margaret Thatcher in Britain. Friedman served on the committee of economic advisors for President Richard Nixon and was at times nsuccessful at convincing Nixon to accept his advice (Stein, 2006). In addition to the influence on world leaders, Friedman’s impact on economy is also evident in his contribution to the payroll withholding tax system. This system was put in place to counteract tax evasion and tax avoidance either by domestic or international taxpayers. Milton Friedman also advocated for a v oluntary military and against a draft. Friedman’s approach to economy and government developed into a laissez-faire view. He defended capitalism and criticized the ideas of the New Deal. John Maynard Keynes was born in Cambridge, England in 1883. John’s father was a registrar at the University of Cambridge and an economist while John’s mother was one of the first female graduates of the University of Cambridge, and later the mayor of Cambridge. John Maynard Keynes began his studies in mathematics and the classics at King’s College of Cambridge (Reich, 1999). Keynes was strongly influenced by Alfred Marshall to change his academic interests to politics and economics. Upon completion of his undergraduate studies Keynes became a civil servant in India for a spell and later returned to Cambridge to teach economics. As World War I ensued Keynes returned to government employment and studied relations with war allies. Keynes acted as an economic advisor to Prime Minister David Lloyd George (Reich, 1999). Keynes is best known for his work and theories of prolonged unemployment. In his 1936 publication Keynes’s General Theory of Employment, Interest and Money Keynes explores the competitive capitalist economy that could move the economy toward a state of full employment based on a government sponsored policy. One could argue that geography, upbringing, and the social era that each economist was at during his professional peak as contributing factors to their differences. Friedman’s ideals appear to be rooted in rules while Keynes believed that policy should be carried out by superior elite. While Friedman believed that the interest is a real phenomenon is determined by the supply of and demand for loaned funds, Keynes would argue against. Keynes would pose that the interest rate is a monetary phenomenon and is determined by the supply of demand for money. There are obvious differences between Friedman and Keynes, yet there are some underlying similarities in their work. Both of these economists were great advocates of their ideas; both saw the great depression as a crisis due to lack of demand; both wrote in favor of floating exchange rates; and both were on the side of freedom in the great ideological struggle of the 20th century. In addition, both economists believed that capitalism should be preserved and that there were financial policies that could support a reasonable rate of growth (Stein, 2006). Based on the research that I have conducted I tend to lean towards agreeing with Friedman, though I do not reject all of the concepts presented by Keynes. Friedman’s approach to an unbalanced economy is realistic to what is seen in today’s economy. In following Friedman’s suit, I suspect that the aggregate economic state of the United States today, specifically increasing gas prices and high unemployment, as a result of significant world events. James/ECO-202 Reference Friedman, M. (2005). Milton Friedman Autobiography; The Sveriges Riksbank Prize in Economic Sciences in Memory of Alfred Nobel 1976. Retrieved October 20, 2007, from http://nobelprize. org/nobel_prizes/ economics/laureates/1976/friedman-autobio. html Reich, R. B. (1999, March 29). John Maynard Keynes His radical idea that governments should spend money they don’t have may have saved capitalism [Electronic Version]. Time. Stein, B. (2006, November 27). Milton Friedman, freedom fighter. Retrieved October 20, 2007, from http://www. time. com/time How to cite Friedman vs Keynes, Essay examples

FMCG Competitors Western Suburbs Of Mumbai -Myassignmenthelp.Com

Question: Discuss About The FMCG Competitors Western Suburbs Of Mumbai? Answer: Introduction Patanjali Ayurved Limited (PAL) is an Indian FMCG company that is based out in Haridwar and has a market valuation of approximately ?30 billion (US$470 million) (Patanjali Ayurved 2017). The organization saw its origin way back in 1995 when Yoga guru Baba Ramdev set up the Divya Yog Mandir Trust with assistance from Acharya Balkrishna and Acharya Karamveer under the supervision of Swami Shankardevji. The organization went on to become a private limited company in 2006, with registrations of remarkable y-o-y growth with appreciable top and bottom lines. It has turned out to be the fastest growing Indian FMCG organization till record and their growth rate has established high benchmarks for their competitors to emulate. The main idea behind the establishing of the company was propagating the science of Ayurveda and put both Yoga and Ayurved on the world map. The company got registered under the Companies Act, 1956 and their registered office is in Bijwasa, New Delhi, with three more of fices in Haridwar. The company started out with a vision of supporting and pushing the lives of Indian farmers by means of locally sourcing raw materials from them so that they get a better chance at a better live, all the while simultaneously offering the Indian masses with an opportunity of getting to lead a healthy lifestyle (Patanjali Ayurved 2017). This report would be carrying out a thorough strategic analysis of Patanjali Ayurved Limited and through that come to conclusions and provide recommendations accordingly. Organizational research would be carried out to find out growth opportunities for the organization. Macro Environment Analysis The macro environment of an organization is comprised of forces that have the capacity of shaping the future course of action for it. A complete awareness of these forces would assist in analyzing the strengths and weaknesses in the current environmental context and accordingly strategize. It is imperative for PAL to understand and then accordingly formulate the necessary objectives and strategy, basing them on the same. The macro environmental forces that have an impact on Patanjali Ayurved are discussed below: Factors Analysis Political v The current scenario in this context is conducive for the development of PAL in the country. His support for the current PM is high. v The current central government is stable and helps PAL in moving on a fast growth track. v A challenge faced by PAL from state government is that they are expanding operations out of Uttarakhand due to lack of cooperation (Aradhak 2017). Economic v The inflation rate in a moderate dose is there in the customers minds while looking out for value-for-money products. v Increase rate of taxes and interests have an adverse influence on the cost of capital and therefore increases manufacturing cost, thus increasing the products market cost. v PAL gets benefitted from the implementation of GST. v PAL procures their raw materials locally and there is minimal thrust on export, so no significant impact is felt on currency exchange rates (Thomas 2016). Social v With time people are becoming more health conscious and they are spending more on health and awareness products and programs. v There is a growth in lifestyle diseases in the Indian society, like cancer, heart attacks, diabetes, and BP. The most driving cause behind this is the presence of chemicals in the food that we consume and the products that we are using, apart from our lifestyle (Chaubey 2016). Technological v The Indian government has established a favorable RD environment. Through Patanjali Yogpeeth Trust at Haridwar, PAL is involved with the RD of different herbal and ayurvedic products. There are claims that some PAL products have the capacity of curing even cancer. v The inclusion of automation in drug production has helped in the mass production of different ayurvedic drugs, all the while maintaining efficacy. v Better means of communication (Ghosh 2015). Environmental v There is no presence of harmful chemicals, giving it a direct advantage over the allopathic medicines that have different types of side effects. v India as a country is an affluent source of different herbs that might not be found anywhere else in the world. v Ayurvedic product manufacturing residues are less damaging than that of allopathic ones. v In comparison, Ayurvedic products are more environment-friendly (Basu and Ghosh 2015). Legal Ayurved is a vast turf and many government acts apply to it. Some of these acts are: the drugs and cosmetics act 1940 and rules made thereunder, the medicine central council act-1970, and the drugs and magic remedies act 1954 and the rules made thereunder (Anand 2015). Table 1: PESTEL Analysis O-T Analysis To identify the main opportunities and threats facing the company, the following table can be referred to: Opportunities Threats 1. Patanjali has the opportunity of expanding widely in the rural markets. 2. Different types of tie-ups like something in the form of Future Group would assist PAL in being more successful. 3. Diversifying their product base into other retail sections would also assist PAL in acquiring an overall Indian presence in the industry. 4. The company has the potential of increasing their global market just because Ayurveda is slowly gaining prominence all across the globe. 1. FMCG competitors of PAL are coming up with different Ayurvedic product variants. 2. PAL business can get heavily affected during poor farming seasons as their whole business is based on the natural ingredients for their products. 3. Any amount of negative word of mouth publicity over social media sites can become detrimental for the sales of the brand. Table 2: Opportunities and Threats Source: (Kumar et al. 2014) Industry Environment Analysis Force Analysis Impact Bargaining Power of Buyers Buyers always look for reliable ayurvedic compositions. The major determinants of the product are price and quality. There is no hesitance from the side of the buyers in shifting to a parallel quality product is obtainable at a lesser price from another manufacturer. Moderate Bargaining Power of Sellers As these kinds of businesses are extremely reliant on the appropriate component, suppliers or sellers possess a good bargaining power. The bargaining power of the sellers and suppliers get organized by backward integration i.e. by the establishment of personal herbal gardens and the planting of herbs. Patanjali got into control the bargaining power of the suppliers and the sellers by turning into a completely integrated organization. PAL is providing end to end solutions in Ayurved. Moderate to High Threat of Substitutes The substitute products are dependent on the respective product category, however, normally the sector in which PAL is present has a low to moderate threat of substitute ranges. Low to Moderate Threat of New Entrants The barriers to entry in this industry are quite significant as it asks for large capital investment for setting up networks and brand promotion. Current players are already using up the existing distribution channels. Only those few with expertise can leverage the economies of scale. For building brand equity, the established brands carry out a lot of marketing, making it harder for them to be beaten in their game. The newer companies do not have the option of sparing money on promotion and therefore cannot offer unsustainable prices. Moderate to High Competitive Rivalry This force has a high impact as there are private labels that provide heavy discounts in comparison with established brands. Therefore, the weak players get ousted from the market, which is already extremely fragmented with the presence of a large number of players. More MNCs are joining the bandwagon, with established brands investing in branding for demanding higher prices, making the overall situation difficult for gaining market share. High Table 3: Porters Five Forces Analysis Source: (Singh and Gopal 2016) Scenario Planning With ideally around 600 products dispersed in various FMCG arrangements, the product portfolio of Patanjali is broad and has ended up being clashing, which is causing disorder among customers and besides moving a long way from its middle-value proposition. For instance, the noodles or move class falls neither under the Ayurveda segment nor it is an Indian sustenance or recipe, both of which were the focus to Patanjali. Furthermore, just by saturating the market at first with the absolute volume of their different products, now it is acting test to the association to keep up demand and supply, to evade stock-out of top-notch products and clearing the less selling products (Rajeev et al. 2015). Driving Forces The supply and distribution of Patanjali are deficient and sporadic. Various a times, there is more supply than required and now and again, there is low supply. In accordance to one source, the fill rates of Patanjali products are to the extent of 40%. Conversely, multinational consumer goods associations, for instance, Nestl and HUL have a fill rate of 85-90%. The distributor edges are as low as 5% stand out from 8-10% as presented by other FMCG associations. A vast segment of Patanjali products is in this way sold on MRP inferable from low edges (Raizada 2016). Scenario A: The economy would suffer with the wastage of products Scenario B: The supply remains stable, but there is no demand due to competitiveness Scenario C: The excessive battle for supplying products would not present products to consumers Scenario D: Excessive supply would lead to wastage of raw materials Resources and Capabilities Patanjali has grown up to become a big organization in the Indian FMCG sector, possessing a lot of resources and capabilities. For understanding, if all those are a good source of sustainable competitive advantage, a VRIN analysis can be performed on them. Each of the company's capabilities is discussed below: Capabilities Analysis Competitive advantage Production plant PAL have their main production plant cum headquarters in Haridwar. It contains world-class state-of-the-art facilities of their manufacturing needs, increasing its overall value the value is acquired not just from production but from the production of natural and herbal products. It is rare and the scale of production is unprecedented. It is neither an expensive part nor is it inimitable. It is, however, substitutable as the production cannot be conducted without the plant. Positive Technology and knowledge application All raw materials are Ayurveda derived and naturally available. PAL has expertise in arriving at the magic product with the means of herbs, medicinal knowledge, and mixing. Herbal product competitors like Dabur do not do so on a scale like PAL. There is no other solution to this, thus making it inimitable and non-substitutable. Positive Brand image Patanjali piggybacks on Baba Ramdevs image, him being the brand ambassador of the brand and projecting the brand as a natural, organic and healthy option to all problems. His easily adoptable yoga lessons gave him enough credibility for relaunching Patanjali and associating it with better health. He is the reason for the brands success and the sleepless nights of the other FMCG brands. A brand ambassador of such a stature is rare, making the brand image non-imitable. But, it is substitutable as brand image and credibility can be built in other ways too. Temporary Government and social affiliations Baba Ramdev boasts of having strong associations with ruling parties and the brand is Swadeshi in essence, completely in alignment with the national political party tone. Thus, the brand relishes strong bond and reputation with authority. This resource might be valued but is not rare, as other companies also have ties and effect with the political parties. It is, however, non-substitutable as Patanjali boasts of access to land for establishing food parks, result of good relations with governments. Nevertheless, provided the ruling party changes, the situation for PAL might become difficult for them in obtaining such benefits. Temporary Arogya Kendras and chikitsalayas Patanjali has their own way of building brand credibility, different from other FMCG brands, which at the end of the day distinguishes it from other others. There are certified ayurvedic doctors who have assisted in increasing the trust factor for PAL. Positive word of mouth publicity has turned the brand into something rare, valuable and non-substitutable. Other FMCG giants cannot go for this strategy as they do not have the option of hiring ayurvedic doctors for recommending their products and cosmetic products, nor do they have the option of hiring doctors with MBBS degrees as that would be a costly value proposition. Positive Table 5: VRIN Analysis Source: (Sharma et al. 2016) Business-level Strategy Michael Porter proposed cost leadership, differentiation, and niche as the three-rule generic competitive strategies. PALs strategy incorporates all these three strategies. Within every way that really matters no promotion and progression costs, stood out from contenders, and moreover, with cut down affiliation and retail costs, PAL has inbuilt cost leadership in its supply chain. The differentiation strategy is worked via the genuine Ayurvedic interface through the originator Baba Ramdev. While HUL associated with Arya Vaidya Sala for its Ayush products, it has not been progressed as a durable proposition nor has it been reproduced in product claims. The forte strategy of PAL communicates to the accentuation on prosperity mindful middle-class customers transversely finished mini-metros and critical towns. Mate has found its place in the supernatural and yogic success that Baba Ramdev carries and the ordinary, Ayurvedic prosperity perspective that the products give (Chowdhary and Gop inath 2013). Meanwhile, PAL has picked a strategy that tries to oppose Porter's prepare on business description. Instead of portraying its business around just Ayurvedic prosperity and individual care products, the association has expanded into staple goods, for instance, atta, home care products, for instance, chemical powders and washing bars, and breakfast products, for instance, oats and noodles. The highlight is in every way on the considerable old marketing system of brand growths utilizing the umbrella brand liberality of Patanjali. Rather than generic product or business strategies, PAL is focused on working up its own 'generic home strategy', endeavoring to change over its consumer homes into Patanjali homes! While in one standpoint such a broad strategy would assist in climbing up quickly and moreover fulfill the goal of giving outrageous competition to MNCs on their home turf, the strategy has its tests (Upadhyay-Dhungel and Dahal 2014). Corporate-level Strategy Patanjali has also familiar FMCG products with diversifying in the market. Indian FMCG market is a market which has a broad assortment of customers. There are various opponents in each one of the classes and notwithstanding the way that they all have tantamount products open at for all intents and purposes similar prices, Patanjali is attemptig to demonstrate it differing through their marketing strategies. Regardless, entry to this business is straightforward (low entry limits) and this reality has been exploited capably to achieve joint favorable position for both Patanjali and the consumers (Tripathi and Khandelwal 2016). As observed in the above Image, the huge products of the Patanjali Food Park are sharbat (Juice concentrates), stick, salt, chyawanaprash, flour candy, washing powder, and so forward. The good position with each one of these products is that these are made of normal products and don't have any responses at all. In any case, as there are such a substantial number of players existing in the market, that Patanjali products have an extraordinary competition to look with. As a rule, product/market strategy of the Patanjali social occasion can be fathomed through Ansoff's Matrix as demonstrated as takes after. Ansoff's matrix, paying little respect to be more than a fifty-year-old marketing tool, still has a wonderful supporter of understanding the diversification strategy of the affiliation. It can be unmistakably agreed from the matrix that Patanjali Yogpeeth is diversifying itself from ayurvedic pharmaceutical to FMCG products (Rawal 2016). Opportunities for Growth PAL can acquire growth by means of growth hacking process. It rotates around 5 fundamental stages: Acquisition, Activation, Retention, Referral, and Revenue. Acquisition stage characterizes how to procure clients from various channels and Activation is the point at which the client chooses to make a move and utilize your product. Patanjali has a noteworthy preferred standpoint over different organizations as it is connected with an extremely well-known identity Baba Ramdev, who has coordinate communication with the consumers that have made a positive and dependable face value of Patanjali and advanced the brand even universally. Digital Marketing has assumed a noteworthy part in the achievement of Patanjali as well. Patanjali is normal in advancing new products through messages with the assistance of Digital Marketing and Content Marketing Tools; Patanjali has pulled in consumers by barraging promotions and teaching them on the significance of Ayurvedic products through websites and articles. Once the client has turned into a dynamic client of your product, this stage causes the client to return and stay draw in with your product for a more drawn out run. At the point when the client begins to allude or prescribe your product to companions and offers the positive surveys. Baba Ramdev has proposed Patanjali's advancement through media and online campaigns and bolstered Indian enterprises by making demands of Swadeshi Products (Brown and Ellis 2017). An essential stage for an organization, clients completely understand the value of your products and paying for it. Patanjali is one of the few companies who has focused on the groups of onlookers through two websites mediums: Corporate and E-commerce. Conclusion Baba Ramdevs Patanjali Ayurved Limited company has been able to make a disruptive progress in the FMCG sector. Within a short span of time, the company has been able to displace market giants and has become synonymous with ayurvedic products. Even though the complete demand is not yet fulfilled, efforts are on the rise from the companys side for increasing sourcing and maintaining a steady supply of raw materials, even in adverse situations. The company is completely focused on providing the masses with good products that do not compromise on health. The company is not just focused on selling only ayurvedic medicines, but also on diversifying their operations into the selling of FMCG products. With the discussions on the available opportunities of growth for PAL, the company can reach new heights and place India in a secure position in the global retail market. This report carried out a thorough strategic analysis of Patanjali Ayurved Limited and through that came to conclusions and provided growth recommendations accordingly. The organizational research was carried out to find out growth opportunities for the organization. References Anand, K. 2015.Heres Why Baba Ramdevs Rs 5000 Crore Empire Is Making Corporate India Uncomfortable. [online] indiatimes.com. Available at: https://www.indiatimes.com/news/india/here%E2%80%99s-why-baba-ramdev%E2%80%99s-200-crore-empire-is-making-corporate-india-uncomfortable-229410.html [Accessed 2 Oct. 2017]. Aradhak, P. 2017.430 acres allotted to Patanjali. [online] The Hindu. Available at: https://www.thehindu.com/news/cities/Delhi/430-acres-allotted-to-Patanjali/article16984837.ece [Accessed 2 Oct. 2017]. Baroto, M.B., Abdullah, M.M.B. and Wan, H.L., 2012. Hybrid strategy: a new strategy for competitive advantage.International Journal of Business and Management,7(20), p.120. Basu, S. and Ghosh, D. 2015.In Name of Ramdev's Infertility Cure, the Promise of a Boy Child?. [online] NDTV.com. Available at: https://www.ndtv.com/india-news/in-name-of-ramdevs-infertility-cure-the-promise-of-a-boy-child-735287 [Accessed 2 Oct. 2017]. Brown, M. and Ellis, S., 2017.Hacking Growth: How Today's Fastest-Growing Companies Drive Breakout Success. Random House. 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Available at: https://www.thehindubusinessline.com/companies/are-pes-bending-over-backwards-to-invest-in-patanjali/article8093259.ece [Accessed 2 Oct. 2017]. Tripathi, M. and Khandelwal, S., 2016. Rise of Patanjali-Effect of Patanjali Brand on FMCG Competitors in Western Suburbs of Mumbai.TIMSR Journal of Management Research, pp.37-55. Upadhyay-Dhungel, K. and Dahal, B.K., 2014. Chitta,The Mind-stuff as a Cognitive Apparatus: Model of mind and process of cognition as in Yogasutra of Patanjali.Janaki Medical College Journal of Medical Science,2(1), pp.10-16. Yunna, W. and Yisheng, Y., 2014. The competition situation analysis of shale gas industry in China: Applying Porters five forces and scenario model.Renewable and Sustainable Energy Reviews,40, pp.798-805.