Chemiluminescence and Bioluminescence in Nature

Chemiluminescence and Bioluminescence in Nature Bioluminescence is a scientific phenomenon that is complex in character because luminous organisms possess unique light-producing chemical reactions and have varied methods of controlling light. Luminous organisms do not fall under order of animals but are unevenly distributed across multiple animal orders. Furthermore, luminous organisms are often adapted to specialized environments and can be difficult to physically research. This paper will cover the background of bioluminescence, luminous reactions and their regulators, and the practical applications of knowledge in this field. The purpose of the research is to gain an adequate understanding of chemiluminescence in nature in order to predict the nature of future research and gauge its potential in the modern world. Research for this paper was accomplished through the reviewing of published scientific papers and literature on the subject. Some of the results reached include that bioluminescence is different in terrestrial and aqua tic organisms and that a wide range of techniques are used to moderate light in both habitats. The conclusions that have been reached are that research of bioluminescence will surely accelerate and that further research of bioluminescence has potential in the areas of evolutionary biology, lighting technology, and medicine. Introduction When Christopher Columbus embarked on his voyage in 1492, he had to overcome many strong prejudices rooted in European folklore. Tales of sea monsters have captured the minds of Europeans for centuries, and Columbus was utterly mesmerized when the waters surrounding his ship began to shine. The alluring glow of bioluminescent organisms has continued to perplex humans all the way through modern times. Although science has illuminated the surprisingly dark realm of bioluminescence, further research is still required. This paper will cover the background, reactions, and uses of this complex, yet common phenomenon to determine the nature of future research and its applicability in other areas of science. HISTORY During the seventeenth century, the English physicist Robert Boyle conducted an important experiment concerning bioluminescence. Robert Boyle encased a piece of glowing wood within a glass bell and then proceeded to suck the air out the enclosure. As he took out the air, he observed that the glowing of the wood grew fainter and eventually was extinguished completely (Simon 114). This was scientific experiment demonstrated a principle concept of bioluminescence: oxygen plays a key role in luminous reactions. Towards the end of the nineteenth century, the French physiologist Dubois began to research luminous organisms in his marine laboratory. His major contribution was his experiment involving the Pholas clams. In his experiment, Dubois prepared two different solutions of clam juice. For the first solution, he mixed the clam juice with cool water and observed it glow for a while before it faded. He then mixed clam juice with hot water, but this solution failed to produce any light at all. In a stroke of genius, he decided to mix the two nonluminous solutions together. As soon as they were combined, the bluish light characteristic of the Pholas shone forth once again. This led Dubois to assume that in the cold solution, one substance was exhausted after luminescence and that in the hot solution, a different substance was destroyed. Thus, Dubois concluded that the unknown substance destroyed by the hot water was almost certainly an enzyme. An enzyme is an organic catalyst. Dubois identified that bioluminescence required an oxidizable substrate, an enzyme, and oxygen. He named the substrate luciferin and the enzyme luciferase (Simon 116). This major advancement was the stepping-stone into future research on this perplexing phenomenon. FUNCTION Although terrestrial habitats seem to be devoid of bacterial modes of light-production, there are a few cases of bacterial luminescence on land. Many supposed bioluminescent organisms such as mole crickets do not produce light themselves, but have turned out to be infected with parasitic forms of luminous bacteria. Luminous bacteria multiply within the hemolymph of arthropods (which is analogous to human blood cells). The infected creatures end up eventually end up dying (Nealson and Hasting 508). For example, the luminous bacteria X. luminescens live in the gut of a certain nematode belonging to the genus Heterorhabditis. Farmers greatly value nematodes because these un-segmented roundworms parasitize pest insects. The Heterorhabditis nematode enters the body of a host caterpillar through orifices like spiracles or the mouth. Once inside the caterpillars body, the nematode will proceed to penetrate the caterpillars hemocoel, the area containing hemolymph. When in contact with the he molymph, the nematode will then release its fertilized eggs along with the bacteria X. luminescens. The bacteria then multiply and produce extracellular chitinase and lipases that the nematode uses to complete the its life cycle. X. luminescens also produces antibiotics that arrests the growth of bacteria that would otherwise outcompete it and also prevents the caterpillar from putrefying (Havens 1). It is interesting to note that the bacteria only glow while in the hemolymph of the caterpillar, but not inside the nematodes themselves. This land bacterium uses a biochemical reaction very similar to its marine counterparts. The overall general reaction is the same: the flavin-mononucleotide and long-chain aldehyde (fatty aldehyde) are oxidized in the presence of luciferase to produce water and light. FMNH2 + RCHO + O2 à ¢Ã¢â‚¬  Ã¢â‚¬â„¢ FMN + H2O + RCOOH + Light (Havens 1). FUNCTION The most important luminous bacteria are the commensal forms that thrive inside the gut tracts of marine animals. Its not unusual to find 5ÃÆ'-106 to 5ÃÆ'-107 colony-forming units of luminous bacteria per meter of intestinal surface (Nealson and Hastings 508). Colony-forming units are used in the area of microbiology to express quantities of viable bacteria capable of forming colonies or clusters visible to the human eye. This relationship between the bacteria and the host organisms seems to be commensal because luminous bacteria produce the enzyme chitinase, thereby benefiting their host if they eat marine crustaceans (a regular staple of marine diet). However, studies of the senorita fish Oxyjulis californica, the blacksmith fish Chrormis puntipinnis, and the half-naked hatchetfish Argyropelecus hemigymnus show that the occurrence of each fish was connected with the species composition of the planktonic luminous bacteria population (Nealson and Hastings 508). Fecal pellets were l uminescent and contained colony-forming units of luminous bacteria. Similarly, luminous fecal pellets have been reported from the Antarctic cod and a species of midwater shrimp (Nealson and Hastings 508). Because the fecal pellets of these marine animals contain viable bacteria populations, it is possible that luminous bacteria mutually benefit through unintentional propagation by their host organisms. Historical accounts from 19th century battlefield hospitals have shown that luminous bacteria in the open wounds of soldiers were considered to be a sign of healing (Nealson and Hastings 507). It is interesting to note that Xenorhabdus is known to produce antibiotics (Nealson and Hastings 508). TYPES Bioluminescence can be divided into two subcategories: terrestrial forms and aquatic forms. Terrestrial forms of bioluminescence are sparse and restricted to insects and their relatives. Beetles in particular have unique chemical reactions. Non-insect relatives include certain centipedes. Luminous centipedes are unique in that they secrete luminous slime (Simon 57). Land is largely devoid of luminous animals that utilize bacterial forms of light production. Luminous land animals are usually found in humid, heavily forested environments. Contrarily, luminous bacteria dominate the majority of aquatic environments. Luminous bacteria even thrive in arctic waters. Luminous bacteria can exist as free-living bacteria, saprophytes, and as symbionts in relationships with various marine animals. Luminous bacteria in their free-living forms are regularly present in seawater. Recent studies give further insights on luminous bacteria demography. A sampling of the waters off the coast of San Diego, California showed that Beneckea were common in the winter while P. fischeri was prevalent during the summer (Nealson and Hastings 505). A study of luminous bacteria depth distribution demonstrated that P. phosphoreum were most abundant in the midwater layer of the open ocean. Saprophytic forms of bacteria are also extremely common. These forms of luminous bacteria are quite common and live on the surfaces of dead organic material. In fact, researchers often swab the outer surface of freshly killed fish or squid to start a culture of luminous bacteria. BACTERIA REACTION As opposed to most terrestrial forms of bioluminescence, bacterial bioluminescence is the dominant form in marine habitats. Currently, six species of marine luminous bacteria belonging to the genera of Photobacterium and Beneckea have been identified. There is one species of freshwater luminous bacteria (Vibrio). Like all forms of bioluminescence known to man, light of bacterial origin involves a luciferin-luciferase reaction. Luminous bacteria generate light through the luciferase-catalyzed oxidation of the substrate flavin-mononucleotide (FMNH2) with the associated oxidation of a long-chain aldehyde. What is unique about this reaction is that it is very slow; it takes ten seconds for a single luciferase cycle to occur, making it one of the slowest enzymes (Nealson and Hastings 497). Luciferases from various luminous bacteria have been isolated; although they all share high specifity for flavin-mononucleotide and long-aldehyde, the luciferase of Photobacteria exhibits fast decay whi le that of Benecka exhibits slow decay. Recent amino acid sequencing of P. fischeri and B. harveyi support the theory that the luciferases of these two species evolved from the same monomer. Bacterial luminescence has high oxygen affinity and occurs under low concentrations of oxygen or microaerophillic conditions. It is also interesting to note that facultative anaerobes, produce extracellular chitinase, and have specific requirements for sodium ion (Nealson and Hastings 497). FIREFLY REACTION The most widely known example of bioluminescence is in the fireflies. Bioluminescence in members of the beetle order is very unique. Fireflies use precisely timed light signals to attract mates. Specialized cells within the lantern section of the abdomen like all forms of bioluminescence involve a luciferin-luciferase reaction. This reaction can be divided into two steps. First, luciferin combines with adenosine triphosphate (ATP) to form luciferyl adenylate and pyrophosphate (PPi). This first step requires the prescence of magnesium ions (Osamu 5). Next, the enzyme luciferase speeds up oxidation of luciferyl adenylate to form oxyluciferin, adenosine phosphate (AMP), and light. This two-part process can be expressed as: Luceferin + ATP à ¢Ã¢â‚¬  Ã¢â‚¬â„¢ Luciferyl adenylate + PPi Luciferyl adenalte + O2 à ¢Ã¢â‚¬  Ã¢â‚¬â„¢ Oxyluciferin + CO2 + AMP + Light FIREFLY CONTROL Although the reaction has been studied, the methods firefly use to control these flashes is still not well understood. Fireflies release the neurotransmitter octopamine that triggers a luciferin-luciferase reaction within the firefly lantern structure. However neurons synapse on tracheolar cells and not on firefly photocytes. Thus, there is a 17 micrometer gap between tracheolar cells and the photocytes. When fireflies were placed in a dark observation chamber with a steady flow of NO gas at 70 parts per million, adult Photuris fireflies immediately started to flash (Trimmer et al 2). Another not complexity in firefly light production is that fireflies can display different wavelengths of light. Because their luciferin molecules remain the same, scientists proposed that it was the color variation was the result of changes in the size of the luciferase protein cavity. Theoretically, a larger cavity would allow for more energy loss and thus lower-energy red light. Conversely, a smaller cavity would reduce energy loss and allow for higher-energy yellow and green light. Though this explanation seems to be logical, recent studies published by a team of scientists in Beijing suggest that the color of firefly light is affected by the polarity within the lantern microenvironment. Ya Jun Liu of the Beijing Normal University reports, Weve shown that the light wavelength [of the Luciola cruciata firefly] does not depend on the rigid or loose structure of luciferase but on the water H-bond network inside the cavityà ¢Ã¢â€š ¬Ã‚ ¦Mutations of luciferase on residues involved in this network should modulate the color (Zyga 2). Though a little light is shed on how fireflies may actually the color of their light, clearly further research on the exact process is required. Marine Control In the marine environment, equally diverse techniques are employed to regulate bioluminescence. However, because most marine creatures house bacterial symbionts, light is constantly being produced and is difficult in a sense to turn on or off. Although light can attract prey and is useful in underwater communication, it also attracts unwanted attention from predators. The flashlight fish uses a retractable fold of skin as a shutter to conceal its bright photophore that lies below its eyes. In a similar sense, various luminous squids expand their chromatophores (color pigments) as to block off the emission of light. However, just recently scientists have discovered the first case of bioluminescence controlled by the use of hormones. Unlike the firefly luminescence, the velvet-belly lantern shark Etmopterus spinax relies on hormones to regulate luminescence, not nerves. Etmopterus spinax is now known to melatonin, prolactin, and alpha-MSH. These hormones are not new to science; theyve been known to control skin coloration in sharks and their cartilgenous relatives. Melatonin yields a slow, long-lasting glow on the underbelly of the shark, supposedly serving as counterilumination. On the other hand, prolactin elecits a quicker shine that only lasts up to an hour. Scientists hypothesize that the Etmopterus spinax use these relatively fast shines to singal to mates. Lastly, alpha-MSH inhibits luminescence. Melatonin is produced by the pineal gland and is known as the dark hormone for its role in sleep patterns in animals. As the shark descends deeper into the water column, its pineal gland senses the increasingly dark environment and compensates by producing melatonin. Therefore, melatonin is an ideal regulator because it is linked to the established biological processes of Etmopterus spinax. Quality of Light Chemiluminescence is the production of light through chemical reactions. Bioluminescence is simply chemiluminescence by a living organism. Therefore, bioluminescence can be considered to be a subset of chemiluminescence. The chemical reactions used to produce light are extremely efficient when compared to other methods of light production. Hence, bioluminescence is also known as cold light due to the relatively low amounts of heat that are produced. Conversely in incandescence, most of the energy used to create light is wasted as heat, and is accordingly dubbed hot light (Simon 13). Fluorescence on the other hand is the result of a special coating on the bulb that absorbs ultraviolet energy and then emits the energy as a longer wavelength of visible light. Phosphorescence is similar to fluorescence, but takes more time to re-emit light and is an overall slower process (Binger 1). INNOVATIONS The chemical luminol valued for its use as a chemiluminescent detector in crime scene investigations. Forensic investigators use luminol to specifically detect trace amounts of blood at crime scenes. To produce light, luminol needs to be activated by an oxidant. Often, a solution of hydrogen peroxide and a hydroxide salt is used to activate the luminol (Harrison 1). When a solution of luminol and the activator is sprayed upon a crime scene, trace amounts of iron present in the blood serves as a catalyst and speeds up the decomposition of hydrogen peroxide. The products of this chemical reaction are hydrogen and water. The luminol reacts with the hydroxide salt to form a dianion. The oxygen (produced by the decomposition of hydrogen peroxide) then reacts with the diananion to form organic peroxide. This compound is unstable and immediately decomposes to produce 5-aminophthalic acid. Electrons of the 5-aminophthalic acid are initially in an excited state, but they soon return to their ground state and release their excess energy as visible photons. Thus, a blue glow is generated and lasts for up to 30 seconds. Although this technique requires a fairly dark atmosphere, the glow can be recorded by a long-exposure photograph. Bioluminescence is finding its unique applications in many fields. A team of researchers headed by Ohio State University have discovered how to manipulate a firefly gene to fight a form of cancer. These researchers were hoping to find a way to fight the cancer adult T-cell lymphoma and leukemia (ATLL). Laboratory mice had ATLL tumor cells injected into their abdomens. Normally, the tumor would progress unnoticed until it reached its later more serious phase. However, the ATLL tumor cells were genetically modified to produce firefly luciferase. Upon receiving the altered ATLL cells, the mice were injected with luciferin. This immediately triggered the biochemical reaction characteristic of the firefly, allowing the researchers to clearly record the visual progression of the tumor. Using this precise method of tracking the tumor, the were able to discover that the drug PS-341 killed over 95% of the cancerous cells (Firefly Genes 1).

My Incredible Stay in Bolivia Essay -- Observation Essay, Descriptive E

My Incredible Stay in Bolivia As I lifted my heavy suitcase off the wheeled cart, my mind soon went to work reviewing everything I had brought. Considering the mad rush I had to get packed for my ten day stay in Bolivia, I knew there was no way I could have remembered to bring everything. I knew for sure that I had remembered my toothbrush, which is the thing I normally forget. I also mentally went through everything I had packed and to my delight realized I hadn't forgotten a thing! I was so proud of myself! I was part of a twenty-one member team from the United States that went to the largest city in Bolivia to provide humanitarian aid, which included eye exams and refractions. From the Santa Cruz airport, I rode in a small green and white taxi to the small church compound, the place I would be calling home for the next ten days. Stepping out onto the hard packed sandy ground, I silently caught my breath. It was amazing! Breathtaking would be a more appropriate word. Surrounding the small church, were so many different shades of green. The palm trees held a deep sea green color, while the small plants lining the walkway showed a lighter forest green. Plants grew everywhere. Everywhere, including the phone lines! I found out later, that because of the moisture in the air, plants could live anywhere without soil. This explained the hanging plant attached to the phone line directly above the church. A sweet, gentle smell hung in the air. Everywhere I turned, it was there. I soon realized that the smell was coming from a small jasmine bush. The bush had many dainty white flowers and each of them were distributing their fresh scent everywhere. Looking across the street, I could see several more varieties of trees and bu... ... I never fully grasped the power of that statement until I met these people. It is so true. Love bridges that barrier put up between the cultures, and that is enough. The church compound was filled and overflowing with the love these people showed, and to me, there is nothing more special than that. Yes, I will admit, the setting was gorgeous and so different from anything I had ever experience, but the people were what made it memorable for me. When I got back home, I was just as nervous about forgetting something there. I knew I had my toothbrush, and then quickly went through everything else in my suitcase. I was sure I hadn't left anything there, and I was so proud of myself! Then it hit me. I realized I had left something very important there. Something I could not live without. I had left a part of my heart in Bolivia, and I know it will always be there.

Disneyland

Marketing plan for HK Disneyland Disneyland is the strong brand name in the world. Hong Kong is home to the fifth Disney Resort in the world and the city's landscape and vibrant, diverse culture have inspired our Imagineers to create a variety of entertainment that is unique to Hong Kong Disneyland Resort. Hong Kong Disneyland Resort brings the magic of a world-class entertainment experience to people of all ages. Nowadays, HK Disneyland will be competing with local and other country theme park . More competitors go into share the market. The following is explain more about plan for our company marketing planning on the few years Executive Summary HK Disneyland is preparing to launch more products, services and more attraction. To arrive this goals, I think enlarge to develop it. Our objective is creating news product/service and get more customer . Our company wills offers a unique combination of features at value-added price. We are target on different segments customers. It can be make higher demands in the future. Moreover, objective is to achieve market share leader and financial objectives are achieve sales revenues increased more by 50% , the number of family tourists has increased by 20%, whereas the number of tourists aged below 16 has increased by 35% over the same period. HK Disneyland is a long-term investment and an important component of our tourism infrastructure. It helps develop Hong Kong into the premier destination for family tourists in the region due to growth of visitors. Current Marketing Situation HK Disneyland faces to hypercompetitors and many theme parks in the theme park entertainment market. For example, Singapore Universal Studios, Ocean Park is enlarging the area and build a hotel, Shanghai Disneyland will build. Diversification products/services are increasing popular today; forecasts suggest that annual sales of such devices will grow more than 50% for the next few years. More visitors income increased and life standard quality is improving due to their country economy turns better , so visitors is growth especially China visitors. China government has loosen the entry restrictions for citizens of many different countries. Hence, more intense demands are increasing. Moreover, nowadays rapid development of information technology, we can find some information and buy ticket and hotel in internet . New technology can improve our service too! The market segments will target all (we don’t ignore generation Y, because they are willing spend money on this status but still concentrate the family segments. China market has 20 millions children, we can solve their tension and make them fulfillment. To gain market share in dynamic environment, Disneyland must carefully target specific segments with features that deliver benefits valued by each customer group. Market Description HK Disneyland welcome all different age of visitors to come for has a fun. Specific segment being targeted include Baby boomer, Honeymooners, family such as Full nester, Student, Generation Y, Children . The following table shows how Disneyland suits the needs of targeted consumer segment. Disneyland consists of different product and service to cater the customer. E. g. Baby boomer like to watch parade and fireworks; Honeymooners take a photo for wedding album; family bring the child to see stage show ;student and generation Y enjoy the exciting rides and musical; children like cartoon character. In fact, all this entertainment facility is popular and caters all of the segments. Targeted Segment |Customer Need |Corresponding feature/Benefit | |Baby Boomer |- Sight seeing |- Inspiration Lake and Recreation Center | | |- with rich experience and extensive |- Park Promenade | | |knowledge |- Arboretum | | | |- Parade and fireworks | | |- Musical | |Honeymooners |- Desire romantic atmosphere |- Spa in hotel | | | |- Disneyland theme hotel | | | |- Romantic dinning restaurant | | | |- Take photo with cartoon character | |Family such as Full nester |-For relax and have a fun |- 3D film | | with child |-Have happy experience |- Musical | | | |- Parade and fireworks | | | |- Cartoon character | | | |- Rides | | | |- All activities and entertainment | Targeted Segment |Customer Need |Corresponding feature/Benefit | |Generation Y & student |- Exciting |- Rides such as Space Mountains | | |- Attractive |- Different and unique attraction such as 3D | | |- Cater friend gathering and have a fun |film, Musical | | |- Entertainments |- Halloween for scared ghost house, bright | | | |decorations of Christmas, celebrate the seasons| | | |with events | |Corporate users |- Convention room for meeting |- Explore the unique, modern and adaptable | | |- Banquet and event |places to host your guests | | |- |- Big area space for party | New Services To sustainable our company benefit, we need to Continuous improving firm. Add more values to satisfy our customers, therefore we can attack other competitors and bring our long term profit! I suggest some new service and how to product-market expansion. The following is includes market penetration, market development, product development and diversification. For the transportation, we can provide shuttle bus. Because customers think that when they going to back home from Disneyland, they think take the bus to home is very far and consumes a long time. They want to back home quickly and don’t want to wait a bus for a long time. To convenience them, we supply shuttle bus in the peak hour in the peak seasonal such as Halloween, Christmas events. We only provide single journey from Disneyland to center (e. g. Mongkok ) . It can solve people crowed and block. For new services, we would like add new technology in it. Such as Wi-FI in Disneyland, Mobile iPhone apps, hotel IP phone 5. ; Also, when customers watch the 3D film, we can provide functional Audio translator player to our come from different country visitors. They can use this player to choice their language to watch; For the disable or handicapped segment, we cant ignore them. We can provide guide dog to guide this group people visit around. We also have our crew to assist them. They can able to have good memory and experience. Moreover, we create a tour for disable and handicapped this group segment, because they want to have a fun but they need to pecial look after careful for them. This group really wants to visit but their family cannot take them out due to family member busy work. So that this group people can join our tour . They can feel our love and care them. They feel very touching . We will insert Story telling activities. Through cartoon character telling education sto ry to children, they can learn more. They also can offer special price tickets and souvenir and first priority to enjoy our attraction and entertainment ; In additional, Baby boomer care about her health on her age. So we can add some health product/services elements in it. We can take some vacant lands to be farm. This farm is farming organic foods and fruit. We can teach them how to farm and give some health knowledge to them. I believe that it have health and education elements . Every people like it and popular. Family like it much of this family tour; I would like to add circus. Performers may wear cartoon clothes to perform. It can target all segment. They don’t need outbound to see ; Insert Ferris Wheel in Disneyland ,more attraction and romantic ; Also, Take a land for four seasons garden. This garden has different varieties beauty flower and plants. In different season have different flowers to display; Then, I suggest customer take a cartoon clothes to wear and taking photo. Let the participants involved (emerging trend) , they think so funny! ; Final, most of the tourists is interesting to know more our company at the back such as the stage at the back ,how performers change their perform uniform so quick? How do the performers make up†¦Ã¢â‚¬ ¦ etc. They are very interesting and want to explore the mysterious world of Disneyland. We can offer this suggestion to them. These new services and product is personalization. It can create and attract potential customers. We can make potential customer change to our actual customers. They will think more worth to visit! Competitive Review New theme park and new attraction sights to enter this market in the world. It has pressures industry participants to continually add features and cut prices. Competitions from specialized devices for sms, email messaging, invest lots of money on shopping mall. Key competitors include: – Ocean Park target segment to all groups. They have different values and features. They have exciting entertainment such as rides and also have sightseeing such as shows, animal exhibits. Those activities brings the culture and education value. – Universal Studios Singapore target segment to all groups. They have different values and features. Tourists explore world’s largest Marine life park, ride the movieâ„ ¢ at studio, catch Animatronics performance, meeting at largest column –free ballroom. Competitor |Targeted Segment |Features |Price | |Ocean Park |All group |Aquarium, The abyss turbo drop, Ocean theatre, Sea jelly |Adult | | | |spectacular, Skyfair, Space Wheel, Sightseeing tower, |$ 250 | | | |Panda, Alligator, dolphins |Children | | | | |$ 125 | |Universal Studios Singapore |All group |Roller coasters, movie-themed shows, ocean’s creatures, |Adult | | | |FestiveWalk, Maritime Xperiential Museum,Spa,Villa,Wedding |$ 365 | | | |banquet, Best dinning and atmosphere |Children | | | | |$ 265 | Despite this strong competition, Disneyland can carve out definite image nag gain recognition among targeted segment. Our voice-recognition features for fairy stories , Disneyland cartoon ,firework and Disney souvenirs. That is differentiation for competitive advantage. Also, they got good experience and unforgettable memory after they visit. Moreover, HK Disneyland has some product and services are HK Disneyland own and innovation such as it is a small world; the largest world film screen; three theme attractions, that are innovation and own in HK Disneyland and will not appear from other Disneyland; Besides, we have Toy Story Campus at HK Disneyland , that is innovation in Asia. TOWS MATRIX – DISNEYLAND | |Strengths (S) |Weaknesses (W) | | |Exclusive | | | -Disneyland patent right in HK(first cartoon |Smaller area size compare with other Disneyland | | |theme park) |Not attractive to generation Y. ( no more amusement| | |High standard of service |rides) | | |Strong brand name |Unchanged visual merchandising | | |Customer loyalty and have celebrity recommend|Less attraction | | |and support. | | |Strong network and support by HK government | | | |Comfort environment and warm atmosphere | | |Opportunities (O) |SO Strategies |WO Strategies | | | | | |Emerging trends destination |Take advertisement in family always visit |Enlarge Disneyland | |Solo tour (China Market) |place and internet. |- E. g. Disney Seas (a water world theme park) | |Pricing is cheaper than other Disneyland |Promotion to China market. |likes Tokyo | |Demand increasing due to people living |Provide diversification items in a program |2. To build up more attractive and values on | |standard enhanced, visitors growth up and |To promote Disneyland hotel and resort |Disneyland | |JPD rate raised |proving good services and quality |3. ) Don’t ignore target to generation Y. | |Threats (T) |ST Strategies |WT Strategies | |Increased competition. -Some countries |Offer special price for some seasonal |Review market strategy and whether need to | |built theme park are similar with |Insert Joint-related discount with other |refresh. | |Disneyland. E. g. : EVERLAND in Korea |brand company promotion |Create new customer and new product/service. | |,Universal Studies . Bring them to reminds of their childhood |Build image are sui table for all segment group | |Increased competition market share and |memory |Continuous improving firm and attend more SCR | |pressure on pricing ( Shanghai Disneyland)| |(Society corporate reasonability. | | | | | Objectives and Issues I have ser aggressive but achievable for the first and second years of market entry. First-year Objectives We are aiming for raising market share percentage; people aware of HK Disneyland and make them recall ; more different segments love and visit and make a buzz. Second- year Objectives Our second- year Objectives are to achieve market leader and keep it stable and keep for a long time. Increases the popular level in world and make tourists first priority to visit it. Also, have good profit revenue. ] Issues Our major issue is the ability to establish a well-regarded brand name with meaningful position. We must invest heavily in marketing to create a memorable and distinctive brand image projecting innovation, values, benefit. We also must measure awareness and response we can adjust our marketing efforts as necessary. Marketing Strategy Positioning Visit Disneyland differentiation, we are positioning as the most value and benefits added to visit. The friend and family gathering place. The strategy will focus on the attraction, entertainment, good atmosphere. Remind they will have unforgettable memory and remind they will loss if they never come. Product/Service/people strategy Tell the public that we will provide training to our staff, so our customers can feel our services have excellent quality service to provide. We will treat our staff happy, then staff can make happy and motivate to our customer. We will display beautiful, bright and well decoration, comfort environment, enjoyment , wonderment sight seeing and has a gorgeous time in the park . Price and promotion strategy We expect to lower the price of tickets when we expand and launch new attraction. We will do some promotion of tickets and hotel. We will make some promotion and discount in dull seasonal. Because it can attract more people to come. Also, student and disable person offer some discount; offer some package for family segment. If customer birthday or wedding anniversary or Disneyland anniversary, we also offer big discount and gifts for them . Moreover, we will contact some corporate and company to joint-relate discount. For example, if they shopping at Eugenegroup shop and purchase, they take the shop receipt can get special offer price. Then, we will launch new Disney cartoon souvenirs (Limited sale and limited version) in a year. It can attract customer to come and collect this valuable products. Place strategy Because is a fairy tale theme park, therefore the choice of location far away person smoke already place, the coordination specially designs the MTR subway to lead the paradise; The entire design extremely coordinates the paradise subject, enters the singularly varied paradise by the world through the tunnel. Establish strategic business units (SBUs) The Walt Disney Company Disneyland Disney Cruise Line Disneyland Hotel and Resort Disneyland souvenirs store Disneyland restaurant Action Programs Following are summaries of the action programes : 2010 July – 2011 July: Press Release: Hong Kong Disneyland Announces Expansion Plans. -Will have new Attractions in Disney and I phone apps -Concentrate to promote for China market on advertisements ( Media, web site,facebook. ) -Create and held on new different events for celebration and ceremony. 2011 July- 2012 July: -Make slogan and find different age of opinion leader and celebrity endorsement to promote for different segment group -To announce one of the new attractions is opening. -Continuing promote in advertisements and target all segment. Use different message and meaningful in advertisement media for all segments. – Keep promoting for China market -Sale promotion -Do more SCR and charity. Insert the new service such as for disable tour and new technology. -Photograph competition 2012 July- 2013July: Press Release: -All new products and new services finished to built and playing gradually. (details of new service and product ,see the above-mentioned articles -Continuing promote in advertisements and target all segment. Use different message and meaningful in advertisement media for all segments for the entire world. – Keep promoting for China market -Do more SCR and charity. – Slogan again and find different age of opinion leader and celebrity endorsement to promote for different segment group – Sale promotion continuing -Review the annual report Disneyland Marketing plan for HK Disneyland Disneyland is the strong brand name in the world. Hong Kong is home to the fifth Disney Resort in the world and the city's landscape and vibrant, diverse culture have inspired our Imagineers to create a variety of entertainment that is unique to Hong Kong Disneyland Resort. Hong Kong Disneyland Resort brings the magic of a world-class entertainment experience to people of all ages. Nowadays, HK Disneyland will be competing with local and other country theme park . More competitors go into share the market. The following is explain more about plan for our company marketing planning on the few years Executive Summary HK Disneyland is preparing to launch more products, services and more attraction. To arrive this goals, I think enlarge to develop it. Our objective is creating news product/service and get more customer . Our company wills offers a unique combination of features at value-added price. We are target on different segments customers. It can be make higher demands in the future. Moreover, objective is to achieve market share leader and financial objectives are achieve sales revenues increased more by 50% , the number of family tourists has increased by 20%, whereas the number of tourists aged below 16 has increased by 35% over the same period. HK Disneyland is a long-term investment and an important component of our tourism infrastructure. It helps develop Hong Kong into the premier destination for family tourists in the region due to growth of visitors. Current Marketing Situation HK Disneyland faces to hypercompetitors and many theme parks in the theme park entertainment market. For example, Singapore Universal Studios, Ocean Park is enlarging the area and build a hotel, Shanghai Disneyland will build. Diversification products/services are increasing popular today; forecasts suggest that annual sales of such devices will grow more than 50% for the next few years. More visitors income increased and life standard quality is improving due to their country economy turns better , so visitors is growth especially China visitors. China government has loosen the entry restrictions for citizens of many different countries. Hence, more intense demands are increasing. Moreover, nowadays rapid development of information technology, we can find some information and buy ticket and hotel in internet . New technology can improve our service too! The market segments will target all (we don’t ignore generation Y, because they are willing spend money on this status but still concentrate the family segments. China market has 20 millions children, we can solve their tension and make them fulfillment. To gain market share in dynamic environment, Disneyland must carefully target specific segments with features that deliver benefits valued by each customer group. Market Description HK Disneyland welcome all different age of visitors to come for has a fun. Specific segment being targeted include Baby boomer, Honeymooners, family such as Full nester, Student, Generation Y, Children . The following table shows how Disneyland suits the needs of targeted consumer segment. Disneyland consists of different product and service to cater the customer. E. g. Baby boomer like to watch parade and fireworks; Honeymooners take a photo for wedding album; family bring the child to see stage show ;student and generation Y enjoy the exciting rides and musical; children like cartoon character. In fact, all this entertainment facility is popular and caters all of the segments. Targeted Segment |Customer Need |Corresponding feature/Benefit | |Baby Boomer |- Sight seeing |- Inspiration Lake and Recreation Center | | |- with rich experience and extensive |- Park Promenade | | |knowledge |- Arboretum | | | |- Parade and fireworks | | |- Musical | |Honeymooners |- Desire romantic atmosphere |- Spa in hotel | | | |- Disneyland theme hotel | | | |- Romantic dinning restaurant | | | |- Take photo with cartoon character | |Family such as Full nester |-For relax and have a fun |- 3D film | | with child |-Have happy experience |- Musical | | | |- Parade and fireworks | | | |- Cartoon character | | | |- Rides | | | |- All activities and entertainment | Targeted Segment |Customer Need |Corresponding feature/Benefit | |Generation Y & student |- Exciting |- Rides such as Space Mountains | | |- Attractive |- Different and unique attraction such as 3D | | |- Cater friend gathering and have a fun |film, Musical | | |- Entertainments |- Halloween for scared ghost house, bright | | | |decorations of Christmas, celebrate the seasons| | | |with events | |Corporate users |- Convention room for meeting |- Explore the unique, modern and adaptable | | |- Banquet and event |places to host your guests | | |- |- Big area space for party | New Services To sustainable our company benefit, we need to Continuous improving firm. Add more values to satisfy our customers, therefore we can attack other competitors and bring our long term profit! I suggest some new service and how to product-market expansion. The following is includes market penetration, market development, product development and diversification. For the transportation, we can provide shuttle bus. Because customers think that when they going to back home from Disneyland, they think take the bus to home is very far and consumes a long time. They want to back home quickly and don’t want to wait a bus for a long time. To convenience them, we supply shuttle bus in the peak hour in the peak seasonal such as Halloween, Christmas events. We only provide single journey from Disneyland to center (e. g. Mongkok ) . It can solve people crowed and block. For new services, we would like add new technology in it. Such as Wi-FI in Disneyland, Mobile iPhone apps, hotel IP phone 5. ; Also, when customers watch the 3D film, we can provide functional Audio translator player to our come from different country visitors. They can use this player to choice their language to watch; For the disable or handicapped segment, we cant ignore them. We can provide guide dog to guide this group people visit around. We also have our crew to assist them. They can able to have good memory and experience. Moreover, we create a tour for disable and handicapped this group segment, because they want to have a fun but they need to pecial look after careful for them. This group really wants to visit but their family cannot take them out due to family member busy work. So that this group people can join our tour . They can feel our love and care them. They feel very touching . We will insert Story telling activities. Through cartoon character telling education sto ry to children, they can learn more. They also can offer special price tickets and souvenir and first priority to enjoy our attraction and entertainment ; In additional, Baby boomer care about her health on her age. So we can add some health product/services elements in it. We can take some vacant lands to be farm. This farm is farming organic foods and fruit. We can teach them how to farm and give some health knowledge to them. I believe that it have health and education elements . Every people like it and popular. Family like it much of this family tour; I would like to add circus. Performers may wear cartoon clothes to perform. It can target all segment. They don’t need outbound to see ; Insert Ferris Wheel in Disneyland ,more attraction and romantic ; Also, Take a land for four seasons garden. This garden has different varieties beauty flower and plants. In different season have different flowers to display; Then, I suggest customer take a cartoon clothes to wear and taking photo. Let the participants involved (emerging trend) , they think so funny! ; Final, most of the tourists is interesting to know more our company at the back such as the stage at the back ,how performers change their perform uniform so quick? How do the performers make up†¦Ã¢â‚¬ ¦ etc. They are very interesting and want to explore the mysterious world of Disneyland. We can offer this suggestion to them. These new services and product is personalization. It can create and attract potential customers. We can make potential customer change to our actual customers. They will think more worth to visit! Competitive Review New theme park and new attraction sights to enter this market in the world. It has pressures industry participants to continually add features and cut prices. Competitions from specialized devices for sms, email messaging, invest lots of money on shopping mall. Key competitors include: – Ocean Park target segment to all groups. They have different values and features. They have exciting entertainment such as rides and also have sightseeing such as shows, animal exhibits. Those activities brings the culture and education value. – Universal Studios Singapore target segment to all groups. They have different values and features. Tourists explore world’s largest Marine life park, ride the movieâ„ ¢ at studio, catch Animatronics performance, meeting at largest column –free ballroom. Competitor |Targeted Segment |Features |Price | |Ocean Park |All group |Aquarium, The abyss turbo drop, Ocean theatre, Sea jelly |Adult | | | |spectacular, Skyfair, Space Wheel, Sightseeing tower, |$ 250 | | | |Panda, Alligator, dolphins |Children | | | | |$ 125 | |Universal Studios Singapore |All group |Roller coasters, movie-themed shows, ocean’s creatures, |Adult | | | |FestiveWalk, Maritime Xperiential Museum,Spa,Villa,Wedding |$ 365 | | | |banquet, Best dinning and atmosphere |Children | | | | |$ 265 | Despite this strong competition, Disneyland can carve out definite image nag gain recognition among targeted segment. Our voice-recognition features for fairy stories , Disneyland cartoon ,firework and Disney souvenirs. That is differentiation for competitive advantage. Also, they got good experience and unforgettable memory after they visit. Moreover, HK Disneyland has some product and services are HK Disneyland own and innovation such as it is a small world; the largest world film screen; three theme attractions, that are innovation and own in HK Disneyland and will not appear from other Disneyland; Besides, we have Toy Story Campus at HK Disneyland , that is innovation in Asia. TOWS MATRIX – DISNEYLAND | |Strengths (S) |Weaknesses (W) | | |Exclusive | | | -Disneyland patent right in HK(first cartoon |Smaller area size compare with other Disneyland | | |theme park) |Not attractive to generation Y. ( no more amusement| | |High standard of service |rides) | | |Strong brand name |Unchanged visual merchandising | | |Customer loyalty and have celebrity recommend|Less attraction | | |and support. | | |Strong network and support by HK government | | | |Comfort environment and warm atmosphere | | |Opportunities (O) |SO Strategies |WO Strategies | | | | | |Emerging trends destination |Take advertisement in family always visit |Enlarge Disneyland | |Solo tour (China Market) |place and internet. |- E. g. Disney Seas (a water world theme park) | |Pricing is cheaper than other Disneyland |Promotion to China market. |likes Tokyo | |Demand increasing due to people living |Provide diversification items in a program |2. To build up more attractive and values on | |standard enhanced, visitors growth up and |To promote Disneyland hotel and resort |Disneyland | |JPD rate raised |proving good services and quality |3. ) Don’t ignore target to generation Y. | |Threats (T) |ST Strategies |WT Strategies | |Increased competition. -Some countries |Offer special price for some seasonal |Review market strategy and whether need to | |built theme park are similar with |Insert Joint-related discount with other |refresh. | |Disneyland. E. g. : EVERLAND in Korea |brand company promotion |Create new customer and new product/service. | |,Universal Studies . Bring them to reminds of their childhood |Build image are sui table for all segment group | |Increased competition market share and |memory |Continuous improving firm and attend more SCR | |pressure on pricing ( Shanghai Disneyland)| |(Society corporate reasonability. | | | | | Objectives and Issues I have ser aggressive but achievable for the first and second years of market entry. First-year Objectives We are aiming for raising market share percentage; people aware of HK Disneyland and make them recall ; more different segments love and visit and make a buzz. Second- year Objectives Our second- year Objectives are to achieve market leader and keep it stable and keep for a long time. Increases the popular level in world and make tourists first priority to visit it. Also, have good profit revenue. ] Issues Our major issue is the ability to establish a well-regarded brand name with meaningful position. We must invest heavily in marketing to create a memorable and distinctive brand image projecting innovation, values, benefit. We also must measure awareness and response we can adjust our marketing efforts as necessary. Marketing Strategy Positioning Visit Disneyland differentiation, we are positioning as the most value and benefits added to visit. The friend and family gathering place. The strategy will focus on the attraction, entertainment, good atmosphere. Remind they will have unforgettable memory and remind they will loss if they never come. Product/Service/people strategy Tell the public that we will provide training to our staff, so our customers can feel our services have excellent quality service to provide. We will treat our staff happy, then staff can make happy and motivate to our customer. We will display beautiful, bright and well decoration, comfort environment, enjoyment , wonderment sight seeing and has a gorgeous time in the park . Price and promotion strategy We expect to lower the price of tickets when we expand and launch new attraction. We will do some promotion of tickets and hotel. We will make some promotion and discount in dull seasonal. Because it can attract more people to come. Also, student and disable person offer some discount; offer some package for family segment. If customer birthday or wedding anniversary or Disneyland anniversary, we also offer big discount and gifts for them . Moreover, we will contact some corporate and company to joint-relate discount. For example, if they shopping at Eugenegroup shop and purchase, they take the shop receipt can get special offer price. Then, we will launch new Disney cartoon souvenirs (Limited sale and limited version) in a year. It can attract customer to come and collect this valuable products. Place strategy Because is a fairy tale theme park, therefore the choice of location far away person smoke already place, the coordination specially designs the MTR subway to lead the paradise; The entire design extremely coordinates the paradise subject, enters the singularly varied paradise by the world through the tunnel. Establish strategic business units (SBUs) The Walt Disney Company Disneyland Disney Cruise Line Disneyland Hotel and Resort Disneyland souvenirs store Disneyland restaurant Action Programs Following are summaries of the action programes : 2010 July – 2011 July: Press Release: Hong Kong Disneyland Announces Expansion Plans. -Will have new Attractions in Disney and I phone apps -Concentrate to promote for China market on advertisements ( Media, web site,facebook. ) -Create and held on new different events for celebration and ceremony. 2011 July- 2012 July: -Make slogan and find different age of opinion leader and celebrity endorsement to promote for different segment group -To announce one of the new attractions is opening. -Continuing promote in advertisements and target all segment. Use different message and meaningful in advertisement media for all segments. – Keep promoting for China market -Sale promotion -Do more SCR and charity. Insert the new service such as for disable tour and new technology. -Photograph competition 2012 July- 2013July: Press Release: -All new products and new services finished to built and playing gradually. (details of new service and product ,see the above-mentioned articles -Continuing promote in advertisements and target all segment. Use different message and meaningful in advertisement media for all segments for the entire world. – Keep promoting for China market -Do more SCR and charity. – Slogan again and find different age of opinion leader and celebrity endorsement to promote for different segment group – Sale promotion continuing -Review the annual report

Exercise Refferal Case Study for Rheumatoid Arthritis,...

Summary of clients details Name: Ms. Lewis Gender: Female Age: 66 Contact No: 01234 5678910 Next of Kin: Mrs Levenhulme Referral reason: Rheumatoid Arthritis, Depression elderly Medication: Acelofenac Nortriptyline Physiological Information Blood Pressure (seated): 122/82 mmHG Resting Heart Rate: 64 bpm Predicted VO2max: 24 ml/kg/min Present physical activity: Very low, essentially sedentary Patient’s statement regarding state of change: â€Å"I want to exercise, and I think I can do it, but I will need some support† (Preparation) Medical conditions Rhematoid Arthritis – Is an autoimmune disease which can cause chronic inflammation of body`s organs, joints, and the surrounding tissue of the joints. It can†¦show more content†¦When these chemicals are released from nerve cells they act to lighten mood. When they are reabsorbed into the nerve cells, they no longer have an effect on mood. Nortriptyline works by preventing this re-absorption of noradrenaline and serotonin back into the nerve cells. Therefore, it helps prolong the mood-lightening effect of any released noradrenaline and serotonin†. (http://www.tiscali.co.uk/lifestyle/healthfitness/health_advice/netdoctor/archive/100003239.html) Possible side effects: â€Å"dry mouth, sedation, blurred vision (disturbance of accommodation, increased intra-ocular pressure), constipation, nausea, difficulty with micturition; cardiovascular side-effects (such as ECG changes, arrhythmias, postural hypotension, tachycardia, syncope, particularly with high doses); sweating, tremor, rashes and hypersensitivity reactions (including urticaria, photosensitivity), behavioural disturbances (particularly children), hypomania or mania, confusion or delirium (particularly elderly), headache, interference with sexual function, blood sugar changes; increased appetite and weight gain (occasionally weight loss); endocrine side-effects such as testicular enlargement, gynaecomastia, galactorrhoea; also convulsions (see also Cautions), movement disorders and dyskinesias, dysarthria, paraesthesia, taste disturbances, tinnitus, fever, agranulocytosis, leucopenia, eosinophilia, purpura, thrombocytopenia, hyponatraemia