Dunkin Donuts Target Market Demographic Segmentation

Dunkin Donuts Target Market Demographic Segmentation Dunkins Donut is Americas favorite food and all-day stop for coffee and baked goods. It is a leading retailer of hot and iced regular coffee by the cup in America and it also the largest coffee and baked goods chain in the world. The original Dunkins Donuts was a single cup of coffee with a donut. Now Dunkins Donut offers a wide range of coffee or coffee related beverages, baked goods and an expanding all day Oven Toasted menu. But they still use their original proprietary coffee blend recipe established by its founder (Franchise Update Media Group 2010). Throughout Dunkin Donuts Companys planning, they always keep the customers interests in mind. They frequently refer to their mission statement which is increase customer satisfaction and loyalty by providing the fastest and most accurate service, the freshest products in the friendliest and cleanest environment. They accomplish this through teamwork, communication, honesty, fun and sharing experiences as they all grow together (Riverside Management 2006). Today, this philosophy still holds true and it is the foundation that has enabled Dunkin Donuts to grow into Americas favorite everyday, all-day stop for coffee and baked goods (Dunkin Donuts 2009). Consumer Decision Process Consumer behavior looks at the many reasons why people buy things and later dispose of them. Diagram 1 is showing about consumer will go through distinct buying phases when they purchase products (Tanner, J. et al [No Date]) Dunkin Donuts has marketed itself as selling coffee for people on the go and their slogan is America runs on Dunkin. Dunkin Donuts coffee is what people drink on the way to work while on the car or on the subway (MightyStudents.com 2010). When people rush the time go to work but hungry, they will go to Dunkin Donuts because Dunkin Donuts easy take away and replenishing the energy of them. When consumer needs to buy something, they will do something information search and make automatic purchase decisions. It is because Dunkin Donuts coffee is a low-involvement product and it carries a low risk of failure and has a low price tag for a specific individual or group making the decision (Tanner, J. et al [No Date]). Consumer will receive the information of Dunkin Donuts from neighbors, colleagues, friend or advertisements. The outputs of information processing are the belief, attitude that shape decisions and the intentions that predispose certain actions. In beverage, consumers have many choices to choose which one coffee brand they want. The logo of Dunkin Donuts is pink and orange colour and these colour is memorable everywhere and also has a small cup of hot coffee (CBS Interactive 2010). The price of Dunkin Donuts coffee is less expensive pastry and beverage offerings are made to attract a fast on the move crowd (MightyStudents.com 2010). In beverage industry, Dunkin Donuts coffee will face many competitors and their largest competitor is Starbucks coffee. Consumer still will choose Dunkin Donuts coffee because they have good service for their customer. Besides that, Dunkin Donuts coffee has a reputation for brewing high quality coffee. It is because they use 100% Arabica coffee beans and has its own coffee specifications, which are recognized by the industry as a superior grade of coffee however Dunkin Donuts coffee still is less expenses for consumer (Alex Compton 2007). Finally, consumer will decide whether Dunkin Donuts coffee their purchased is everything it was cracked up to be. If not, they will like to suffer whats called post-purchase dissonance, so they will rethink their decision after purchasing products and wonder (Tanner, J. et al [No Date]). Dunkin Donuts need to try the prevent buyers remorse, so they have a customer service to help their customer to solve their problem. The customer service also will receive any suggestion from their customer and get the new idea to strengthen their business. In conclusion, consumer decision process does not end when a purchase has been made. The most important of all from a marketing viewpoint is whether the consumer will buy the selected brand again on a later purchase occasion (Baker, M.J. 1999, -). Consumer Buying Influences of Dunkin Donuts Consumers buying is influenced by four major psychological factors that are perception, learning, motivation and attitudes. Perception Perception is a process that begins with consumer exposure and attention to marketing stimuli and ends with consumer interpretation. Diagram 2 is showing about the nature of perception. Stimuli Exposure Attention Interpretation Memory Purchase Consumption Decision In Asia countries when people heard about Dunkin Donuts, they just know Dunkin Donuts is selling donuts. It is the donuts word will let them link to this beverage food main product is donuts not the coffee. But expect Asia country, they will know the Dunkin Donuts main product is coffee. This is why they need communication to reach consumers first and resulting in activating one or more senses, therefore consumer exposure is the start of preliminary processing. Dunkin Donuts coffee is well-known for their advertising and become popular culture references (WorldLingo Translations LLC 2010). Dunkin Donuts will through different ways to promote their coffee such as billboards, television adverts, magazines, sides of bus and the others. It is because they need to generate increased consumption their coffee. For example, Dunkin Donuts use the bus advertising to promote their coffee. They choose this advertising because it is large advertisement areas, novelty interest, high mobility and it can available for corporate hire (Bus Advertising 2006). Nowadays, most people live in an environment that is filled with sensory stimuli but their capacity to handle this information is limited (OpenLearningWorld 2010). So, Dunkin Donuts try to exploit that situation to their advantage before to leave an impact in their consumer (Himansu, S.M. 2009). It is why Dunkin Donuts have their own graphic logo and their shows a tall coffee cup and hot pink and orange colour company name. These two colour are energetic, dynamic and fast, consumer will easy pay attention in their coffee when consumer see these two colour (Logo Design Works 2010). On the other hand, the often situation, condition, environment or the surrounding of the consumer have an effect on its attention of certain stimuli. In America, Dunkin Donuts consumption object type is office worker and normal worker. So, Dunkin Donuts stores with limited seating as well as its less expensive pastry and beverage offerings are made to attract a fast, on the move crowd (MightyStudents.com 2010). When consumer rush the time go to work, then they remind Dunkin Donuts coffee and go to buy it. Interpretation is Dunkin Donuts coffees message which to attention the attracted and further analyses in terms of categories of meaning stored in memory (Lombard, A. 2007). Dunkin Donuts and their coffee are symbolic value for consumer and they will attempt to preserve or enhance Dunkin Donuts coffee. Hence, product and service image is very important for Dunkin Donuts in their business. Motivation In the motivation theory, we can use Abraham Maslows Hierarchy for Dunkin Donuts coffee because this theory is driven by the existence of unsatisfied needs. Through about Maslows theory, Dunkin Donuts coffee is belong to physiological needs. Food and water are very important for all of people and Dunkin Donuts is providing coffee and donut to consumer. Therefore, they can get the energy from Dunkin Donuts coffee and carry on their activity. Figure 3 is an advertisement which is cognitive preservation motive in McGuires psychological motives and it is the need for objectification of consumer. In this advertisement have a person who wear Dunkin Donuts coffee cup and run on the ways. This action is mating about Dunkin Donuts slogan and promotes their coffee, then can strengthen consumer impression Learning, Memory and Retrieval Learning is a behavioral modification that occurs through experience or conditioning and it included with thinking, conditioning and modeling (IBS Center for Management Research 2010). Advertising is a method which will be use by all of business because advertising will easy let consumer to remember their product. Consumer will easy pay attention for this advertisement because this advertisement is colourful and quite especial, then they will want know what is the mean about the America Runs on Dunkin. After that, consumer will start to analysis the product is good or not. They will use different method to measure the value of the product with other same type product. After that, consumer will remember Dunkin Donuts coffee in their mind. When consumer see people running, they will quickly association Dunkin Donuts slogan then they will got desire need to drink the coffee and go to buy. Attitudes Consumer attitudes are composite of a consumers beliefs, feeling and behavioral intentions toward some object. All of them are viewed together since they are highly interdependent and together represent forces that influence how the consumer will react to the object (Lars Perner 2010). Consumer belief Dunkin Donuts coffee can come from newspapers, television, listening radio, internet and cognitive process. America is a busy country and Dunkin Donuts coffee is what you drink when you are on the go, so consumer will go to buy Dunkin Donuts coffee when they rush their time to work or else. After consumers consume Dunkin Donuts coffee, they will get some feeling with this coffee. They will think why Dunkin Donuts coffee is so nice and the price also cheap. In addition, the advertising and another consumer comment, it can reinforce the Dunkin Donuts coffee image. Finally, they will choose Dunkin Donuts coffee because they got the affirmation from Dunkin Donuts coffee. Consumer Environment of Dunkin Donuts Culture and Subculture America is a coffee culture and American need drink coffee every morning before they start their work. Besides that, America is freedom country because all of national of America is very recognition of personal freedom. In consumption, they got entitlement to choose anything they want or need. In order to suitable this culture, Dunkin Donuts coffee given their customer many choice in their menu. Dunkin Donuts not only have different type of coffee, they also have different type of donuts, fancies, munchkins and sticks. Therefore, consumer got many different choices to choose when they need to consumption in Dunkin Donuts. Group Age group can be analyzed as subculture because they often have distinctive values and behaviors. American teenage population has been gaining affluence and fluctuating in size (Peter, J.P., et al 1999, pg304). Dunkin Donuts coffee will be flourishing in teen market because price of them very cheap but high quality. It is because its easy, filling and convenient. Nowadays in America, teenagers parent is busy in their work and they not more extra time to prepare home-cooking meal for them. Teenager also the limited budget and Dunkin Donuts is less expensive then they got the consume power. Lifestyle America is a busy country, so for the most part they want their food to be quick, convenient and cheap. Americans like thing that are fast and easy, requiring minimal personal or economic sacrifice, regardless of whether they buy it at supermarket or fast food franchise (The Kerr Center, 2010). Dunkin Donuts coffee is let people drink on the way to work, while on the car or on the subway, so Dunkin Donuts coffee is what you drink when you are on the go. Hence, Dunkin Donuts stores with limited seating as well as its less expensive pastry and beverage offerings are made to attract a fast, on the move crowd (MightyStudents.com 2010). PEST Analysis of Dunkin Donuts (P)olitical Americas government will establish Environment Protection Agency to charge with protecting human health and the environment (KOSMIXTM CORPORATION 2010). Dunkin Donuts unveiled its first LEED certified restaurant in Florida and LEED is recognized as the standard for green construction in America. LEED features are energy-efficient insulated concrete foam walls to reduce air conditioning, energy-efficient lighting, including motion sensors for restrooms and offices. They also identifying designated areas within the restaurant for storage/collection of recyclable materials. It is because they want going to do it in a way that is environmentally friendly for the people who live and work in America (DD IP Holder LLC 2010). (E)conomic America has an advanced industrial economy that is highly mechanized and the gross national product is the largest in the world. They more than meet its own economic needs and is the worlds leading exporter of food. The vast majority of businesses in America are clustered within the service industry, especially fast food business (Advameg Inc 2010). Therefore, Dunkin Donuts coffee in America will face many competitors such as McDonald, Starbucks and the other. It is because they marketing strategy are similar and all of them are attach importance to their service attitude and speed. (S)ocial The social classes for consumer analysis are upper Americans (14%), middle class (32%), working class (38%) and lower Americans (16%). Working Americans are family folk depending heavily on relatives for economic and emotional support (Peter, J.P., et al 1999, pg318). Dunkin Donuts coffee is what you drink when you are on the go, so they can save many times to do another things. It also is high quality but low cost of pastry and beverage offering are made to attract a fast on the crowd (MightyStudents.com 2010). Hence, all of American social class can consume. (T)echnological America is a technologically advanced country and it becomes an opportunity for Dunkin Donuts coffee in their business. Therefore, Dunkin Donuts coffee should always look forward to develop and improve its technological facilities in order to differentiate themselves in their use of technology. Dunkin Donuts unveiled Dunkin Run, an interactive Website and iPhone application the chain and it will enable customers to solicit and place Dunkin Donuts group orders in just a few clicks with unprecedented ease, speed, accuracy and fun. Consumers can a group to order with www.DunkinRun.com through their computer or mobile device to view the Dunkin Donuts coffee menu. All Dunkin Donuts core coffee, foods and beverages are presented using interactive product images to make personalizing an order all of them is simple and fun (Stagnito Media 2010). Global In global, many country people such as Asian will not consume on Dunkin Donuts. It is because in their first image Dunkin Donuts is selling donuts, so they will not want to consume. They prefer like to drink tea, Nescafe, Milo and others. Marketing Mix of Dunkin Donuts Dunkin Donuts adopted marketing strategies in four main areas, namely product, price, promotion, and place in America market. Table 1 is showing about Marketing Mix of Dunkin Donuts coffee in America. Product Dunkin Donuts is the largest coffee and baked goods chain in the world. They use high quality of their coffee and they have many choice can let their customer to choose. Starbucks is the largest competitor for Dunkin Donuts in the beverage business. Price In price, Dunkin Donuts is less expenses and their customer base is middle class people. Therefore, most of people can consume it. Promotion In promotion, they offer a holiday coupon in the month of December and they have their own logo and slogan. Besides that, they will prepare set lunch for their customer. Their other promotion method: television, newspaper, website, and the others. Place Dunkin Donuts is LEED certified restaurant and their stores is limited seating. STP Statement Market Segmentation As of 2009, America claimed 307,006,550 inhabitants within the area of 79.6 sq.km (US Census Bureau 2010). Besides that, America is a very urbanized population with 81% residing in cities. Dunkin Donuts key market segments are student, worker, kids and families. Location of Dunkin Donuts is restaurant outlet in the shopping mall at orchard road. Targeting Characteristics of target consumer for Dunkin Donuts coffee have three characteristics and it is age 18-25 years old, age 25 years old above and family. Table 3 is showing about characteristics of target consumer. Characteristics of target consumer Reasons for targeting: Age 18-25 years old This entire group is teenager student and young worker and they are limited budget Age 25 years old above They are heavy restaurant user group due to busy working lifestyles and they have relatively high incomes and are more flexible in their budgets. Businessman This group do not perceive Dunkin Donuts coffee is a luxury food and it is easy take away food when they rush the time go to work. Positioning Dunkin Donuts is positioning itself as a brand of choice nationally and internationally. The companys philosophy is make and serve the freshest, most delicious coffee and donuts quickly and courteously in modern, well-merchandised stores (DD IP Holder LLC, 2010). This philosophy enabled Dunkin Donuts coffee to grow into Americas favorite everyday and all day stop for coffee and baked good. It is leading retailer of hot and iced regular coffee by the cup in America and the largest coffee and baked goods chain in the world (Dunkin Donuts 2009). Today, more than 50% of Americans consume coffee on a daily basis and drink an average of 3 cups per day. Dunkin Donuts coffee is the most popular coffee franchise in America and helps to support this habit by serving nearly 1 billion cups coffee each year (Natural Bias 2009). Branding In Asia countries, when people heard about Dunkin Donuts, they just know Dunkin Donuts is selling donuts. It is because this brand calls Dunkin Donuts and the donuts word will let them link to this beverage food main product is donuts not the coffee. Dunkin Donuts brand has traditionally stood for hot coffee. Today, Dunkin Donuts is a global conglomerate that houses its own brand as well as quick service restaurant brands Baskin Robbins and Togos (Brand Channel 2010). It operates as a quick service restaurant franchiser in the coffee, bakery and ice-cream segments in the America and internationally (Bloomberg L.P 2010). In addition, their internal compass points toward their core values of honesty, transparency, humility, integrity, respect, fairness and responsibility (DD IP Holder LLC 2010). Hence, Dunkin Donuts franchiser boats high brand awareness and it ranked the first in customer loyalty in the coffee category in the Brand Keys Customer Loyalty Engagement Index (AllBusiness 2009). Conclusion As a conclusion, with the launching of Starbucks, they are opening a new window towards a better future for their customer and also the company. This is why Starbucks can be leading the world in the America fast coffee market. On the other hand, Dunkin Donuts coffee has used their consumer information to determine the market trend and new ways to grow their company. This is why Dunkin Donuts will be in a better position to target their products and services at them.

An African American Fight for Respect Essay

For thousands of years women have been fighting for many things, one of the most important being respect. Some people may think respect for a woman is simply holding the door for her as she walks through, pulling her chair out for her before she is seated, or maybe just standing when she leaves the table; but respect is so much more than that. Respect is a feeling of deep admiration for someone elicited by their abilities, qualities, or achievements. Respect is a feeling that cannot just be given to someone, it is a feeling that must be earned, fought for, or rewarded. For the African American woman, respect did not come by so easily no matter how hard they fought or even if they earned it. Examples of the African American woman fighting for her respect, has once upon a time been one of the many themes during all literary periods. The two works that I chose have the similar theme of respect. The literary pieces are â€Å"Sweat† by Zora Neale Hurston and â€Å"The Color Purple† by Alice Walker. These two works show the same theme of respect for black women and the struggle for it from men. Though both stories have comparisons that could go on for days, they just as well have their differences by the way the handle the theme of respect. Alice Walker has been writing stories and poetry for many years. As a graduate of Spelman College she was given great opportunities and was given a solid education. Women’s rights and respect has always been two topics close to Alice’s heart. It has been said, that â€Å"Alice Walker expresses the struggles of black people, particularly women, and their lives in a racist, sexist, and violent society. † Her writings also lean more towards the roles of black women through culture and history. On March 3, 2008 Alice Walker was arrested on International Women’s Day for crossing the police line at a rally in front of The White House. Walker has set a standard and has never had any need or want to change it. Of the many stories that Alice Walker has written, the one that stands out the most to me dealing with the female struggle for respect is the story made movie and musical, â€Å"The Color Purple. † â€Å"The Color Purple,† is a story written in 1982 that has won multiple awards and recognitions for its not so classy taste and realistic views. Some of these awards being from the Blue Ribbon Awards, Black Movie Awards, Golden Globe Awards, eleven nominations during the Oscars, and plenty more. The main characters in â€Å"The Color Purple,† are Celie Harris Johnson and Mister Albert Johnson. Celie has been abused since she was just a young girl; she had two children by her father Leonard and she is forced to marry Albert, a young widower, by the age of fourteen. During her years of being married to Albert, she is taunted, disrespected, beaten, and abused up until she turns her life around when she meets Shug Avery, a well-known Jazz singer, who comes to live with the couple. Shug takes it upon herself to help Celie raise her self-confidence so she can not only stand up to her husband and demand respect, but to feel beautiful about herself inside and out. By the end of the story, Celie stands up to Avery and is finally reconnected with the family that was once taken away from her. Another great black female author who proudly carries the theme of respect in her stories is Zora Neale Hurston. Hurston, a graduate of Howard University, was a well-known author during the Harlem Renaissance. Hurston is most known for her famous literary piece entitled, â€Å"Their Eyes Were Watching God† which caught the eyes of readers around the world. Like Alice Walker, Zora Neale Hurston has also won multiple awards for her fabulous novels, short stories, and poems. The story â€Å"Sweat† written by Zora Neale Hurston takes place in a small all black town located near Orlando, Florida. This story, like many others with disrespect towards the wife, starts off with husband Sykes taunting his wife Delia by tricking her into thinking that the whip he throws over her shoulders is a snake, knowing she is deadly terrified of them. Throughout the story, Delia deals with infidelity, abuse, rumors, and taunting from her husband. Towards the end of the story, her husband buys a rattlesnake and refuses to take it back where he found it from, knowing his wife is terrified. In the end, that very snake gets loose, bites, and kills him; Delia stands their watching him die. The website articlemyriad. com states â€Å"The reader can speculate on whether or not Delia was too afraid to move to get help for her husband, but it is the general consensus that she purposefully let him die. While you could argue both, if you are going to contend that she was just afraid, you’d better take a closer look at the text before trying to defend your point. † One of the greatest comparisons in this story is the lack of respect the husbands have for their wives, a marriage is supposed to be filled with trust, respect, love, and honesty, all of which the two marriages in â€Å"The Color Purple† and â€Å"Sweat† lacked. Although there are many comparisons, there were also contrasts in the two stories, although not exactly easy to find with a closed mind. A contrast in these two stories to me that stood out the most were the personalities of the two wives in the stories. In â€Å"The Color Purple,† Celie is abused and taken advantage of, but holds a quiet tongue until the end; Delia in â€Å"Sweat† is abused and taken advantage of , but she always speaks her mind and portrays her true feelings towards something. With these two stories I felt it was good to have the personalities of the women who wanted respect to be completely different so that I could compare and contrast just a bit more clearly. One was more hidden and kept feelings to herself, the other more outgoing and stronger like all women should be. In conclusion, respect for women, especially blacks, has been a subject that will always be discussed and fought for. Zora Neale Hurston and Alice Walker described the struggle for respect in many similar and different ways. I stated earlier that for thousands of years women have been fighting for many things, one of the most important being respect and that respect was a feeling that cannot just be given to someone, it is a feeling that must be earned, fought for, or rewarded. I am proud of the long way that not only African American women have come, but women all race and I am blessed to have such profound women to look up to. Women in the past who have fought for our rights set a high standard for the rest of us to follow and I look forward to doing just so. Works Cited 1. The Norton Anthology of African American Literature: Second Edition Henry Louis Gates Jr. & Nellie Y. McKay.

Disaster Hit Japan Fukushima Daiichi Nuclear Power Station Engineering Essay

IntroductionCatastrophe hit Japan Fukushima Daiichi atomic power station on March 11, 2011, Due to the broad release of radiation from the Chernobyl accident in 1986 and is far worse than the 1979 Three Mile Island accident in the United States. Unlike at Chernobyl and Three Mile Island, Fukushima devastation was initiated by natural catastrophes monolithic temblor and tsunami rather than equipment failure and human mistake. The tsunami knocked out the backup power systems needed to chill the reactors at the works, doing some of them to undergo runing fuel, H detonations and radioactive releases. Fukushima catastrophe surveies have identified alterations in the design, response actions, and other safety betterments that can be reduced or removed the sum of radiation released from the mill. As a consequence, Fukushima has prompted a re-examination of atomic safety demands around the universe, including the United States. Radioactive taint from the Fukushima works required the emptying of communities up to 25 stat mis off, which affects up to 100,000 people, many of them everlastingly banded from their places. Believed to hold prevented the transportation of radiation exposure among occupants of Nipponese regulative bounds in most instances. Near-term mortality and morbidity ensuing from radiation may non be believed ; even malignant neoplastic disease and other long-run wellness effects remain possible. Workers at the works exposed to radiation degrees far higher, with at least two suffered radiation Burnss on their pess after wading in contaminated H2O. Two other workers drown in the tsunami. Catastrophe recovery has absorbed on reconstructing the chilling systems at three of the most earnestly damaged reactors at the works six units and halt the radioactive emanations into air and H2O. The work has been affected by high radiation degrees in the works and the go oning terrible structural harm. Nipponese authorities declared December 16, 2011, that damaged the Fukushima reactors has reached â€Å" cold closure, † a milepost in the reactor chilling H2O is below the boiling temperature at atmospheric force per unit area. In the winter closing, the menace of progress releases of radioactive diminution may let some occupants to get down returning to the least contaminated emptying zone. Japan ‘s environment curate announced December 19, 2011 that about $ 15 billion was Provided for the taint of the works Fukushima Daiichi, an duty that has of all time occurred before. Complete decommissioning and leveling the works is expected to take 40 old ages, and the entire cost of catastrophes late expected by the commission of the Nipponese authorities exceeded $ 75 billion. Institute of Nuclear Power Operations ( INPO ) , a security organisation established by the U.S. atomic power industry after the Three Mile Island accident, publish a elaborate description of the Fukushima accident in November 2011. INPO study affords a timeline of actions taken in response to each unit Fukushima Daiichi works and the agreement of events taking to the chief reactor nucleus harm and radioactive release. It aims â€Å" to supply accurate, amalgamate beginning of information † about the event. However, the study notes, â€Å" Because of the extended harm at the site, some of the event inside informations are non known or have non been confirmed. The intent of this CRS study is to highlight facets of the Fukushima catastrophe that may bear on the safety of U.S. atomic workss and atomic energy policy in general. It gives a brief account of the Fukushima incident, including new inside informations provided by INPO studies, public discourse by the catastrophe, and a description of U.S. assistance given to Japan.DrumheadThe immense temblor and tsunami that struck Japan ‘s Fukushima Daiichi atomic power station on March 11, 2011, knocked out backup power systems that were needed to chill the reactors at the works, doing three of them to undergo fuel thaw, H detonations, and radioactive releases. Radioactive taint from the Fukushima works forced the emptying of communities up to 25 stat mis off and affected up to 100,000 occupants, although it did non do any immediate deceases. Tokyo Electric Power Company ( TEPCO ) operates the Fukushima atomic power composite in the Futaba territory of Fukushima prefecture in Northern Japan, dwelling of six atomic units at the Fukushima Daiichi station and four atomic units at the Fukushima Daini station. All the units at the Fukushima composite are boiling H2O reactors, with reactors 1 to 5 at the Fukushima Daiichi site being the General Electric Mark I design, which is besides used in the United States. The Fukushima Daiichi reactors entered commercial operation in the old ages from 1971 ( reactor 1 ) to 1979 ( reactor 6 ) . The Fukushima Daini reactors shut down automatically after the temblor and were able to keep sufficient chilling. When the temblor struck, Fukushima Daiichi units 1, 2, and 3 were bring forthing electricity and close down automatically. The temblor caused offsite power supplies to be lost, and backup Diesel generators started up every bit designed to provide backup power. However, the subsequent tsunami flooded the electrical switchgear for the Diesel generators, doing most AC power in units 1 to 4 to be lost. Because Unit 4 was undergoing a care closure, all of its atomic fuel had been removed and placed in the unit ‘s exhausted fuel storage pool. One generator continued runing to chill units 5 and 6. The loss of all AC power in units 1 to 3 prevented valves and pumps from operating that were needed to take heat and force per unit area that was being generated by the radioactive decay of the atomic fuel in the reactor cores. As the fuel rods in the reactor nucleuss overheated, they reacted with steam to bring forth big sums of H, which escaped into the unit 1, 3, and 4 reactor edifices and exploded ( the H that exploded in Unit 4 is believed to hold come from Unit 3 ) . The detonations interfered with attempts by works workers to reconstruct chilling and helped distribute radiation. Cooling was besides lost in the reactors ‘ spent fuel pools, although recent analysis has found that no important overheating took topographic point. Radioactive stuff released into the ambiance produced highly high radiation dosage rates near the works and left big countries of land uninhabitable, particularly to the Northwest of the works.Picture1. Japan Earthquake Epicentre and Nuclear Plant LocationsThe temblor on March 11, 2011, off the east seashore of Honshu, Japan ‘s largest island, reportedly caused an automatic closure of 11 of Japan ‘s 55 operating atomic power plants.5 Most of the closures proceeded without incident. However, the workss closest to the epicenter, Fukushima and Onagawa ( Refer picture 1 ) , were damaged by the temblor and ensuing tsunami. The Fukushima Daiichi works later suffered hydrogen detonations and terrible atomic fuel harm, let go ofing important sums of radioactive stuff into the environment.Picture 2.General Electric Mark I Boiling Water Reactor and Containment BuildingTokyo Electric Power Company ( TEPCO ) operates the Fukushima atomic power composite in the Futaba territory of Fuk ushima prefecture in Northern Japan, dwelling of six atomic units at the Fukushima Daiichi station and four atomic units at the Fukushima Daini station. All the units at the Fukushima composite are boiling H2O reactors ( BWRs ) , with reactors 1 to 5 at the Fukushima Daiichi site being the General Electric Mark I design ( Refer Picture 2 ) . The Fukushima Daiichi reactors entered commercial operation in the old ages from 1971 ( reactor 1 ) to 1979 ( Reactor 6 ) .Identifies whether the Fukushima atomic catastrophe is natural or man-made. Clearly explain your justification.Fukushima Daiichi atomic power works is located in the towns of Okuma and Futaba Japan. Commissioned in 1971, this works consists of six boiling H2O reactors which drove the electrical generators with a combined power of 4.7 GW, doing Fukushima Daiichi one of the 15 largest atomic power Stationss in the universe. Fukushima was the first atomic works to be designed, constructed and run in concurrence with General Electric, Boise, and Tokyo Electric Power Company ( TEPCO ) .The works suffered major harm from the 9.0 temblors and subsequent tsunami that hit Japan on March 11, 2011 and, as of today, is non expected to reopen. The temblor and tsunami disabled the reactor chilling systems, taking to atomic radiation leaks and triping a 30 kilometer emptying zone environing the works. On April 20, 2011, the Nipponese governments declared the 20 kilometer emptying zon e a no-go country which may merely be entered under authorities supervising. Although triggered by these cataclysmal events, the subsequent accident at the Fukushima Daiichi Nuclear Power Plant can non be regarded as a natural catastrophe. Damage by the temblor and the consequent tsunami could non be ruled out as direct causes of the catastrophe, nevertheless. This determination may hold serious deductions for Japan ‘s integral atomic reactors, which were shut down following the Fukushima accident. An independent probe committee accused TEPCO and regulators at the atomic and industrial safety bureau of neglecting to take equal safety steps, despite grounds that the country was susceptible to powerful temblors and tsunamis, Fukushima atomic power works accident was the consequence of collusion between the authorities, the regulators and TEPCO, and the deficiency of administration. It besides said that, â€Å" They efficaciously betrayed the state ‘s right to be safe from atomic accidents. It is believed that the root causes were the organizational and regulative systems that supported faulty principles for determinations and actions, instead than issues associating to the competence of any specific person. Therefore, the independent probe committee concluded that the accident was clearly ‘man-made ‘ that could and should hold been foreseen and prevented.Carefully observed the industrial procedure and operation of the Fukushima atomic works.Any typical atomic reactor set aside Fukushima power works is merely portion of the life-cycle for atomic power. The procedure starts with uranium mines situated belowground, open-pit, or unmoved leach mines. Atoms of U are the largest and besides the heaviest known to happen on Earth. Bing heavy they are besides really unstable. The karyon of a uranium atom can easy interrupt up into two smaller pieces. This procedure is called fission. The two fragments so produced fly apart with enormous velocity. As they collide with other atoms in a ball of U they come to a halt. In the pr ocedure they heat up the uranium ball. This is how energy is released from the atom and converted to heat. The energy produced in fission is described as atomic energy by some and atomic energy by others. In any instance, the U ore is extracted, normally converted into a stable and compact signifier such as U308, and so transported to a processing installation. Here, the U308 is converted to uranium hexafluoride, which is so enriched utilizing assorted techniques. At this point, the enriched U, incorporating more than the natural 0.7 % U-235, is used to do rods of the proper composing and geometry for the peculiar reactor that the fuel is destined for. The fuel rods will pass about 3 operational rhythms ( typically 6 old ages entire now ) inside the reactor, by and large until approximately 3 % of their U has been fissioned, so they will be moved to a spent fuel pool where the short lived isotopes generated by fission can disintegrate off. After about 5 old ages in a spent fuel pool the spent fuel is radioactively and thermally cool plenty to manage and it can be moved to dry storage casks or reprocessed. Control of operation of the atomic power station involves two things. Regulation of power coevals to keep it at a safe and steady degree and secondly entire closure of the reactor really rapidly if needed. The power is kept changeless by the usage of what are known as adjustor rods. These are unstained steel rods. When these rods are introduced into the reactor vas, the concatenation reaction slows down and heat coevals beads. If the control rods are somewhat pulled out of the reactor vas, the concatenation reaction picks up and power degree rises. In another word if the reactor gets excessively hot, the control rods are lowered in and it cools down. If that does n't work, there are sets of exigency control rods that automatically drop in and close the reactor down wholly. To shutdown the reactor wholly, the heavy H2O is drained out of the reactor vas in a fraction of a 2nd. In the absence of heavy H2O in the vas, the concatenation reaction ceases wholly. Below shows the simple proce dure for easy apprehension of Fukushima atomic Power Plant and many others. Advantages of atomic power works Nuclear power costs about the same as coal Does non bring forth fume or C dioxide, so it does non lend to the nursery consequence Produces little sums of waste. Produces immense sums of energy from little sums of fuel. Nuclear power is dependable. Disadvantages of atomic power works Nuclear power is dependable, but a batch of money has to be spent on safety – if it does travel incorrect, a atomic accident can be a major catastrophe. Although non much waste is produced, it is really unsafe. It must be sealed up and buried for many 1000s of old ages to let the radiation to decease off. For all that clip it must be kept safe from temblors, implosion therapy, terrorists and everything else.Measure the impact of the Fukushima atomic catastrophe to the society, ecology, sociology and wellness.The prostration of the Fukushima Dai-ichi Nuclear Power Plant caused a monolithic release of radioactive stuffs to the environment. A prompt and dependable system for measuring the biological impacts of this accident on animate beings has non been available. The monolithic release of radioactive caused physiological and familial harm to the pale grass blue Zizeeria Maha, a common lycaenid butterfly in Japan. Samples were collected in the Fukushima country in May 2011, some of which showed comparatively mild abnormalcies. The 1st coevals offspring from the first-voltine females showed more terrible abnormalcies, which were inherited by the newer coevals. Adult butterflies collected in September 2011 showed more terrible abnormalcies than those collected in May. Similar abnormalcies were by experimentation reproduced in persons from a non-contaminated country by external and internal low-dose exposures. It is apparent that unreal radionuclides from the Fukushima Nuclear Power Plant caused physiological and familial harm to this species. The ternary catastrophe has highlighted and compounded such preexistent underlying issues as falling birth rates, the fragmenting of the household unit, and the shrinkage of local communities. During the five old ages before the catastrophe, birth rates had been steadily falling in Japan. The now day-to-day concerns about radiation degrees, safe nutrient and H2O have left many immature twosomes unwilling to take on the perceived hazardous undertaking of raising kids in a unsafe environment. The prevailing tendency during the pre-quake old ages, brought about chiefly by deficiency of economic development in local communities, had been for immature people to go forth their small towns to seek higher-paid occupations in the larger towns and metropoliss, merely returning place for vacations and other jubilations. The immediate effect of this has been the diminution of small town communities. The longer-term effect will be the eroding of regional individuality, at a clip when, more than of all time, communities affected by the temblor need their younger coevals. Predicted future malignant neoplastic disease deceases due to accrued radiation exposures in the population life near Fukushima have ranged from none to 100 to a non-peer-reviewed â€Å" guestimate † of 1,000. On 16 December 2011, Nipponese governments declared the works to be stable, although it would take decennaries to decontaminate the environing countries and to decommission the works wholly.Outline the actions taken by Tokyo Electric Power Company ( TEPCO ) , authorities and the regulative organic structure during the happening of the Fukushima atomic catastrophe.Roadmap towards the decommissioning of Units 1-4 of TEPCO Fukushima Daiichi N uclear Power Station Cold Shutdown Condition is maintained at Unit 1-3. Measures to complement position monitoring are being implemented. Probe of the interior of Unit 1 PCV and installing of PCV thermometer and H2O gage Installation of Unit 2 RPV alternate thermometer Countermeasures against accrued H2O increased by groundwater invasion Groundwater invasion bar ( Groundwater beltway ) Removal of radioactive stuffs ( Multi-nuclide remotion equipment installing ) Storage of contaminated water/treated H2O ( Additional armored combat vehicles ) Continue execution of steps to minimise the impact of radiation on the country outside the power station Effective radiation dose decrease at the site boundaries Decrease of densenesss of radioactive stuffs included in the saltwater in the port Preparation for fuel remotion from the spent fuel pool is in advancement Debris remotion from the upper portion of Units 3-4 Reactor Building and cover installing for fuel remotion at Unit 4 Soundness probe of the fresh ( unirradiated ) fuel in Unit 4 spent fuel pool Procuring a sufficient figure of workers and work safety Guaranting the APD use and coaction with concerted companies Heat stroke bar Research and development for fuel dust remotion and radioactive waste processing and disposal Decontamination of the interior of edifices and development of the comprehensive radiation dose decrease program Probe and fix of the escape on the underside of the PCV Understanding and analysing the status of the interior of the reactor Word picture of fuel dust and readying for fuel dust processing Radioactive waste processing and disposal Strengthening of Research and Development direction Future program for research Centres Research and Development Management Headquarters Procuring and furthering human resources from a long- and-midterm position Apart from all those mentioned above, Japan have besides taken a good deal more measure as per below during the happening of the atomic power works catastrophe Probes of the Nipponese Lower House New legal limitations for exposure to radiation proposed Request for decommissioning the Tokai Daini Power works Fukushima wants all 10 atomic reactors scrapped TEPCO petition for authorities compensation At least 1 trillion hankerings needed for decontamination Majority of Nipponese atomic reactors taken off line Excess staff members for Kiev embassy Energy argument changed in Japan 40 twelvemonth bound for life span of atomic reactors Food-aid used to take down frights for contaminated nutrient abroad Okuma asked to be declared as no-go-zone Delay of linear closure in Fukushima No return-zone Evacuation zone partial lifted Monitoring the impact of radiation-exposure at the wellness of occupants Testing School tiffins Stress-tests Debris disposal Interim Storage installation Condemnable charges against NISA, NSA and TEPCO Compensation standards for former occupants of the emptying zonesPropose effectual preventative action to be strengthen by Tokyo Electric Power Company ( TEPCO ) in re-examine the atomic works safety.Before the Fukushima Dai-ichi atomic catastrophe, TEPCO did non put in topographic point tsunami protection steps as portion of its accident direction plan. The TEPCO ‘s steps against a state of affairs, in which reactor nucleuss are earnestly damaged by a natural catastrophe other than a tsunami, were besides rather lacking. This came to visible radiation from the testimony of several TEPCO functionaries during hearings conducted by this Investigation Committee. At the Fukushima Dai-ichi, three of its atomic reactors got severe coincident harm. After deluging cut off all power supply, there was no defence at all to cover with this, doing it highly hard to get by with the state of affairs. One can merely reason that TEPCO ‘s deficiency of anterior accident direction steps to cover with a tsunami was an highly serious job. However below are the guidelines TEPCO should see in re-examining the works safety The demand for independency and transparence Organizational readiness for Swift and effectual exigency response Recognition of its function as a supplier of disaster-related information to Japan and the universe Retention of ace human resources such as greater specialised expertness Attempts to roll up information and get scientific cognition Palingenesis Lack of terrible accident readiness for tsunamis Lack of consciousness of the branchings of a multidimensional catastrophe Lack of an across-the-board positionDecisionTepco Fukushima Nuclear Power Plant accident was the consequence of collusion between the authorities, regulators and the [ private works operators ] Tepco, and the deficiency of administration by the said party. They efficaciously betrayed its right to be safe from a atomic accident. Therefore, we concluded that the accident was clearly â€Å" semisynthetic † . We believe that the cause of the organisation and ordinance instead than issues related to the competency of any peculiar person. All the right failed to develop the most basic safety demands – such as measuring the chance of harm, ready to incorporate the indirect harm from any catastrophe, and develop emptying programs for the populace in instance of a serious release of radiation.

Jail Cells Are Formally The New Classrooms - 1399 Words

Xiaolin Mai Mr. Waterman English 21 September 2015 Jail Cells are Officially the New Classrooms After the sound of a gunshot, a desperate scream, the juveniles that were children yesterday instantly become killers, murderers, and criminals. In America, juveniles who commit adult crimes are tried every day in juvenile courts, where the juveniles are leniently given shortened sentences, and fail to learn from their mistakes. The criminals turn into our next door neighbors, our friends, and live their lives in harmony, leaving the victims and the victims’ families to suffer in pain and sorrow. Young people who commit violent crimes should be sentenced as adults because of the heinous crimes they committed, the unfairness to the victim’s family, and their potential danger to the society once they return. Initially, young people who commit violent crimes should be sentenced as adults. The question here is fairly simple: when a child kills, can this very same child, at the same time, be considered as an adult for his/her own action? Children in modern society are more s ophisticated at a younger age, encouraged by their parents and teachers to work as functional adults. At a very young age, children have learned to make decisions on their own. The idea of childhood, a time which the adults or guardians prepare the children for maturity, ended rather rapidly in cases of juvenile criminals. By way of example, Jordan Brown at age 11 was arrested inShow MoreRelatedHistory And Current Dynamic Of Sandstone3370 Words   |  14 PagesCorrectional Institution in Sandstone, Minnesota has housed many an inmate including the actor Tim Allen (Rodriguez) and it ranks 40 of 50 on arrestrecords.com’s 50 most comfortable prions in the world. A well-maintained lawns leads to well-kept cells, where nonviolent offenders are kept occupied with leather making and stained glass creation. 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