Ass 3 Essay Example | Topics and Well Written Essays - 250 words

Ass 3 - Essay Example It cost the firm $180,500 to create the ad. A Mexican Company, Avocado also runs its commercials during Super Bowl events. Last year, the firm advertised a warm-weather fruit during the middle of winter. In a press release, the firm reported that it sold more than 70 million avocados in the United States. Avocado Mexico spends about $70,000 to create ads (OReilly & Lutz, 2015). McDonalds’s that has recently undergone a huge marketing refresh bids to turn around its sales. The firm has created a one-minute spot in order to promote its new ‘Pay with Loving Promotion.’ It cost the firm $130,000 to create the ad. The company would be selecting participants for the ‘Pay with Loving’ at some of its stores. The firm aims at increasing its sales. To that effect, during the Super Bowl match pitting Seahawks and New England Patriots an estimated 110 million people watched the game (LeBeau, 2015). Therefore, the advertisers expected their products to be known to the more than 100 million people who were watching the match. An increase in product awareness may result in increased sales. However, the Super Bowl ads are only limited to American broadcasts. All the three firms: Avocado Mexico, Coca-Cola, and McDonald’s created 60-second. The cost of creating a 30-minute advert is about $37,500 in Super Bowl and $4.5 million in Super Bowl XLIX. It implies that the cost of a one-minute commercial is between $76,000 and $9 million in Super Bowl and Super Bowl XLIX, respectively. Coca-Cola used $740,000, Macdonald’s $240,000, and Avocado Mexico $100,000 (OReilly & Lutz, 2015). Considering the huge crowds that follow Super Bowl, most firms expect the huge viewership to translate into sales due to expanded customer base. In 2015, the game’s viewership was at a record 114.4 million. The companies expect to recoup their costs from the resulting revenue. However, the

The Exploration and drilling process Research Paper

The Exploration and drilling process - Research Paper Example However since technology is known to be dynamic this research paper recommend that other research papers similar to this should be conducted every now and then to encompass the new impacts emerging. Several authors have discussed the process of oil exploration in various contexts. Ofstad (20)explained thatnew models should be establishedwith new discoveries experiencedin new exploration.Poletto and Miranda (1), showed that oil and gas exploration consists of three main phases that are the geophysical exploration with geological interpretation of processed data, drilling phase and production phase. However, Bjorndal (56) explained that the typical pattern for individual fields, regions and provinces is that exploration activities uncover more oil reserves than predicted by the geophysical approach. Hyne (233) discussed the drilling preliminaries, the mechanics for drilling an oil well, the drilling problems and the drilling techniques. However, none of the scholars relates the current technological advancement with the improvements in the process of oil exploration and drilling. This is the reason why I have decided to undertake this research so that I can indicate the various progresses that have been achieved in the process of oil exploration and drilling because of improvement in the levels of technology. One of my specific objectives is to explore how technology has improved the collection, analysis and interpretation of seismic data in determining the presence of oil deposits. My other specific objective is to determine how technology has influenced the process of oil drilling and various preparations involved as well as the choice for the equipment to use during the process. The process of oil exploration involves three phases. The first phase is geophysical explorations with geological interpretation of geological data. This phase identifies a geological region in which to drill oil wells and after a

Finding the Gravitational Constant: Cavendish Experiment

Finding the Gravitational Constant: Cavendish Experiment Matt Cramb    The experiment explored the story of gravity, how it was discovered and derived from observations and experimentations, and attempted to recreate those initial tests. This was done to determine whether an increase in mass will increase the force of gravity, a statement which was supported by the experimental data, despite the numerous flaws inherent in the experimental design. Finding Gravity Gravity is one of the four fundamental forces of nature, and Nave, R (2017) also explains that it is the force responsible for constructing and regulating the movement of galaxies, stars, and planets. In 1687, Isaac Newton formulated his famous Equation of Universal Gravitation based, purported by Physics Classroom (2016), on an injury in an apple orchard. Whatever the circumstances, it had far reaching impacts on the science of the time. But something crucial was missing from his equation. Newton knew from scientists before him that the force exerted by gravity grew weaker as distance between objects affected by gravity increased, or represented mathematically; Where: This was nothing new for science of the time, but Newtons major discovery was that of the universality of gravity, which indicated that all objects which possess mass also exerted gravitational forces. This discovery led to another addition to the equation, because Kurtus, R (2016) reports Newton realized that objects with less mass exerted weaker gravitational forces. Therefore, he postulated that; Where: To convert this theory into an equation, Newton only needed one more piece. A constant was needed to calculate the exact gravitational forces on objects. This constant was called the gravitational constant, or G. In the equation, G presents as follows: However, the value for G wasnt found until much later, by Lord Henry Cavendish, over a century later.       The Cavendish Experiment In Cavendishs experiment, according to Shectman, J (2003) two spheres were attached at opposite ends of a beam which is suspended from the ceiling of a custom-built shed by a thin wire. Masses are placed to the sides of the spheres, to attract them, exerting gravitational forces sufficient to rotate the beam to a measurable degree. Cavendish measured the movement of the beam using a telescope positioned far from the shed. To use this apparatus to calculate G, a formula must be created, using torque, oscillation period, torsion constant, inertia and gravitational forces. The torque on the beam can be measured by the angle of deflection of the torsion wire, using Hookes Law: Where: However, torque can also be measured by the following expression: Where: Torque can also be calculated as a vector product with this equation: Where: And because, in this experimental setup, r and F are perpendicular vectors, there are two F, and r is half the length of the beam: Combining these two formula together results in the following: From Newton, the formula for force was also known, and could be substituted in from above. The torsion constant was measured by Cavendish by disturbing the beam, then measuring the period of oscillation. This can be done using the below equation. Where: This moment of inertia can be calculated from the sum moments of the two spheres at each end of the beam. The moment of inertia for each sphere is calculated by the equation: Since each sphere had equal mass, the total I is equal to: Inserting this into the period formula and rearranging for the torsion coefficient gives: When inserted into the formula for torsion coefficient above, gives the following: With this equation, the measurements needed to be taken from the experimental apparatus are: Variable: Explanation: Units: m Rad m kg s Using the experimental setup described above, according to Kurtus, R (1997) Cavendish determined: Preliminary Trials Failed Attempts For this experiment, two previous iterations of the experiment were run. The first was to determine the validity of running such an experiment, and the second was a full-scale experiment which provided no useful data. The first experiment was done using a meter-long beam and tennis balls attached to either end. A laser beam reflected off a mirror attached to the torsion wire, giving a result of angle. However, in practice, this rig did not come to a final resting position so that the period of oscillation could be measured. Instead the torque already present in the twine torsion wire twisted the beam against a chair leg, preventing it from fully coming to a balance of forces. The second experiment had results as follows: Variable: Explanation: Units: Results: m 1.25ÃÆ'-101 Rad 9.0ÃÆ'-10-2 m 1.765 kg 1.6 s 2.25ÃÆ'-102 m3kg-1s-2 2.419ÃÆ'-102 The value for G calculated by this experiment was vastly different to Cavendishs value of . This meant the experiment was concluded to be not statistically valid, for a variety of reasons. These experiments were refined and transformed into the final experimental setup. Theoretical Data Using Newtons formula for each of the three experiments which will be conducted can determine the value for . To do this, the masses and distance must be known ahead of time. These can be found below, and copied in the results section. OBJECT MASS (kg) Mass of Sinkers Mass of Cup 1 Mass of Cup 2 Mass of Bowling Pins Using Cavendishs above listed value of G, the projected data can be calculated. MASS (kg) FORCE OF GRAVITY ( Later, these will be compared with the experimental data. Based on the above background research, the magnitude of gravity in the system will increase proportional to an increase in the mass of the large masses. Or, as increases, will proportionally increase. This hypothesis has been supported by the background research, which has guided its creation through empirical data, and researched phenomena. However, because of the precision required to obtain an accurate result, research indicates the final calculated measurement for G will be vastly different from the real value. 25.5cm support beam12cm length of fishing line2x sinkers of mass 3.28g2x plastic cups2x bowling pins of mass 1.6kg1x stopwatch1x ruler1x camera1x plastic storage box approx. 70cm x 40cm 1m2 wire mesh Safety Before the experiment was conducted, a thorough risk assessment planner was completed and approved. Measures were taken to ensure no harm came to experimenter through heavy masses falling or water causing a slipping hazard. These measures included: Constant supervision Correct and appropriate use of safety equipment, which in this experiment meant wearing a lab coat throughout Safe handling of heavy masses and water. A risk assessment matrix provided by the Department of Education (2017) was also completed. Likelihood Consequence Insignificant Minor Moderate Major Critical Almost Certain Medium Medium High Extreme Extreme Likely Low Medium High High Extreme Possible Low Medium High High High Unlikely Low Low Medium Medium High Rare Low Low Low Low Medium The likelihood of injury was unlikely, as experimenter has previous experience. The consequence was also minor, indicating injuries not requiring medical attention (i.e. bruises, minor cuts). Therefore, the total risk was low, which indicates no further control measures need be put into place. However, in due diligence the above measures were still implemented. Procedure Firstly, to limit air flow; a major disturbance in the preliminary trials, the system was constructed inside a large plastic storage container. This container was placed a distance away from walls, to reduce the effects of other gravity sources. Then, two sinkers, whose masses were known, were attached to either end of a support beam, which was hung from the top of the box by a length of fishing line. This was suspended by the wire mesh atop the box. The fishing line was chosen as twine had been used in preliminary trials as the torsion wire, and had been shown to not be effective due to the latent torque. After letting the system come to a complete rest, it was disturbed by gently pushing one end of the support beam. The period of oscillation was measured by a stopwatch. To further reduce misrepresentation of data, six measurements were taken and averaged. The system was then allowed to come to rest again, and a measurement of the rest position taken by a camera from above. This would eliminate the need to reach into the box to take measurements and thus disturb the experiment. It also provided clearer results. Then, the two cups were introduced to the system 6.25cm away from the end of the support beam, at opposing sides and ends, so the attractive forces of the masses rotated the beam. The cups were initially filled with 250g of water, then 500g, then the cups were swapped with the 1.6kg bowling pins. Each iteration of the experiment, when the system came to rest for a third time, a measurement of the final rest position was taken using the camera. This data was recorded and processed by comparing photographs of the different rest positions and calculating angle of deflection. The results were then tabulated. Images of the experimental setup. Mass OBJECT MASS (kg) Mass of Sinkers Mass of Cup 1 Mass of Cup 2 Mass of Bowling Pins Period of Oscillation TEST NUMBER PERIOD (s) 1 20 2 22 3 21 4 21 5 21 6 21 Avg. 21 Rest Position TEST NUMBER MASSES USED ANGLE OF DEFLECTION (Rad) 1 No mass used 0.00 2 Cup 1 9.65 3 Cup 2 3.31 4 Bowling Pins 1.00 OTHER Data Variable: Explanation: Units: Results: m 0.0625 m 0.255 Magnitude of Gravity Using Newtons formula for each of the three experiments will determine the value for . Firstly, the value for G for each equation must be calculated. MASS (kg) VALUE OF G ( Now the force for gravity can be calculated. MASS (kg) FORCE OF GRAVITY ( findings The experiment shows that using Cavendishs method to determine the value for G was flawed, but that the experiment could have obtained an accurate value for G. These flaws will be examined below, but a basic rundown and description of data obtained will be given here. Magnitude of Gravity As can be seen by the graph at the end of the results section, the magnitudes of gravity measured do not accurately match the theoretical data obtained. These values, and the values for G, are vastly different to that originally measured by Cavendish (found in background research), likely because of the various flaws in the experimental design, which will be discussed in the Evaluation section. However, the results far more accurately correlate to the theoretical values than those in previous experiments, and the average trendlines do indicate that the trend matches that predicted. At 250g, the first mass, the experimental data differs wildly from the theoretical. Experimental Data Theoretical Data At 500g, the second mass, it drastically spikes, much higher than either of the other points. Experimental Data Theoretical Data At 1600g, the final point, the data dips down lower than expected again. Experimental Data Theoretical Data Its unclear from the background research conducted whether Cavendishs data deviated so much, but he also had a larger rig, which as discussed below, may have helped his experiments accuracy. Period of Oscillation The average period measured was 21 seconds, which is far shorter than the fifteen minutes measured by Cavendish. This is probably mostly due to the shorter beam, the effect of which can be seen with the torsion coefficient formula derived from the background research. The squared length of the beam demonstrates an exponential relationship between the torsion coefficient, an increase in which will decrease the period, which can be seen in the following formula for period of oscillation: Recording Equipment The equipment used to measure the period of oscillation may not have changed in the two hundred years since Cavendishs original experiment, however all other recording equipment did. A camera and digital analysis was used to take measurements, which may have causes slight issues with the orientation of frames in the software, but overall was more accurate than taking the measurements by hand when compared to the preliminary tests when this was done. The lengths were taken with a tape, and so were only calculated to two decimal places. However, this will likely not impact greatly on the results of the experiment, which can be shown mathematically. Using the same formula as above, and two length measurements as given below, the difference can be theorised. cm Value for k K (2 decimal places) Length 1 (two decimal places) (given by experiment) 6.25 2.35497 2.35 Length 2 (six decimal places) 6.247832 2.35334 2.35 Limitations Recommendations There are several reasons for why the value for G determined by this experiment differed so greatly from Cavendishs value, and these expose various flaws and strengths in the original design. They will be examined each using the following method: Name Explanation of Flaw Effects Comparison to Preliminary Trials Comparison to Cavendish Experiment Recommendation/Refinement Measuring Inaccuracies Various opportunities for error arose when observing and recording data in the experiment. Most of these examples, such as misreporting the period of oscillation by a fraction, would have a m Ethical Issues in Patient Information | Case Study Ethical Issues in Patient Information | Case Study Peeking in the EMR for all the right reasons Patrick Bobst Technology has embedded itself into everyday life and is integrated into everyday human activity. Corporate scandals, violations of intellectual property rights, and violations of customer, patient, employee privacy is uncovering challenging dilemmas and ethical decision-making in every the industry around the globe. Technological advancements not only increase the impact of carelessness, foolishness, recklessness and even malevolence but also enable anyone with access to learn much more and much faster than ever before(Curtain, 2005). Ethics enables individuals with the guidance of rational approaches to make the right justifiable decision. Ethical choices distinguished from other choices involve the continual conflict of fundamental values, as well as incorporating scientific inquiry that may be influential but cannot provide answers(Curtain, 2005). Most notably, ethical choices involve placing one value above another, and because values are of the utmost importance, any decision r eached will have profound, multiple and often on anticipated impact on human concern(Curtain, 2005). Case study Jessica Parker is a nurse that has the burdening task to solely support her three small children and is in severe financial distress since her divorce. Her ex-husband, Frank Parker has evaded court ordered child support obligations for over a year and has been able to evade authorities with no known address or phone number. Jessica’s house is about to be foreclosed upon, and her automobile repossessed. Although Jessica periodically picks up extra shifts, utilizes friends instead of childcare, and despite making multiple drastic cuts to her budget, she is unable to overcome the perils of increasing debt. One day a friend that informs her that Frank Parker received stitches in her emergency department after a minor motor vehicle accident (MVA). The next day she worked Jessica looked up her ex-husband in the EMR and proceeded to gather his needed contact information. Jessica immediately passes along the phone number, living address and employment information to her attorney which in turn succeeded in the actions of court ordered child support payments being automatically garnished from his wages along with a judgment for past due child support in an amount that will stabilize her current debt. Ethical dilemma When a couple chooses the responsibilities of being a parent, it is a commitment for life whether they are living together or separately. Jessica is in a stressful environment where she holds the custody of the children and the other parent is legally obligated to provide financial support to ensure a safe and healthy environment for the children. Jessica is clearly struggling financially and the situation will continue to worsen without the court ordered child support from ex-husband. She solved the dilemma of finding her ex-husband’s whereabouts by utilizing the hospitals EMR. By utilizing the EMR in an inappropriate manner, Jessica violated multiple provisions of the American Nurses Association (ANA) code of ethics including provision 3.1, 3.2, and 3.3. These provisions stipulate the patient’s right to privacy, the duty to maintain confidentiality of all patient information, and the protection of participants in research(Nursing World website, 2011). A breach of the Health Insurance Portability and Accountability Act (HIPAA) may have been committed under the privacy rule where â€Å"patients have a right to expect privacy protections that limit the use and disclosure of their health information†(McGonigle Mastrian, 2012, p. 173). â€Å"However, the privacy rule permits unauthorized disclosures of protected health information to public health authorities for specified public health activities including†¦. child abuse or neglect†(Lee Gostin, 2009, p. 82). Possible Alternatives At the point when Jessica suspected her husband might have been in the EMR system, an alternate path might be (1) hiring a private investigator. The ex-husbands MVA is a matter of police public record and private investigators are trained and have the resources to find information in ways others might not think about; (2) contact the local child support enforcement agency with the information of the MVA; (3) contact her attorney for a medical record subpoena. Hypothesize Ethical Arguments In this scenario, Jessica showed a clear breach to hospital policy, statutory and common-law duties of confidentiality and privacy. However, Jessica’s morals were dealing with the resolution of what is right and wrong in her own situation creating the dilemma of what is morally right and not looking at the evidence that indicates that she is also morally wrong. Depending on the discipline and point of view, the term value can have different meanings. Jessica’s objective moral values may include justice, freedom and welfare, which might be her basis for decision-making. The welfarism normative ethical approach applies to Jessica situation where morality is viewed and centrally concerned with the welfare or well-being of individuals, and where advancing the best interests of individuals makes the most fundamental sense(Keller, 2009). The ethical theoretical Principlistic approach validates itself with its universally recognized moral principles of autonomy, nonmaleficence , beneficence, and justice(Bulger, 2009). Autonomy considers the right of the individual to choose for themselves, nonmaleficence asserts an obligation not to inflict harm intentionally, beneficence refers to actions performed that contribution to the welfare of others, and justice refers to the fair, equitable, and appropriate treatment in light of what is due or owed to a person(McGonigle Mastrian, 2012). â€Å"Principlism is a unified moral approach in which the addition of each principal strengthens the legitimacy of each of the other principles to the extent that each principal is specified and balanced using independent criteria and yet each principal still supports each of the other principles†(Bulger, 2009, p. 121). In Jessica’s scenario she might consider that it is generally morally right to obtain her ex-husbands contact information in the EMR because this action obeys the role moral rule what is due or owed which in turn is derived from the principal justi ce. The crux of the dilemma lies within Jessica’s responsibility of providing her family a safe and healthy environment with financial stability, her utilization of the hospitals EMR balanced with her ex-husband’s medical record confidentiality rights. Investigate, Compare, and Evaluate Alternatives to him In Jessica’s case, there is no ambiguity in our nursing code of ethics when it comes to maintaining patient privacy and confidentiality. All the alternative methods provided to pursue the coveted contact information are the only acceptable legal pathways. These alternative methods safeguard patient rights, do not violate policy and laws, do not result in bad consequences, nor do they nullify rules and regulations. Each alternative provides expected outcomes that far exceed the risk of harm that include â€Å"civil liability, job loss, disciplinary action by state licensing boards, and even criminal investigations and sanctions†(Hader Brown, 2010, p. 270). Chosen alternative Simply from a financial standpoint the alternative chosen for Jessica would be to contact the local child support services agency. Hiring a private investigator or attorney can be cost prohibitive especially with her financial difficulties. Conclusion From nursing school until retirement, nurses are taught there is no leeway when it comes to HIPAA’s integrity and confidentiality of patient information. A problem with ethics is the logic of reasoning being used in moral deliberation and moral justification(Reidl, Wagner, Rauhala, 2005). Jessica’s deliberation of moral reasoning resorted from weighting only the positive self-fulfilling gain and omitted possible alternatives in her morally perplexing situation as well as her personal reasons in moral justification. Principlists consider principles to be at the heart of moral life negotiating between the four fundamental principles and the unique nature of specific moral situations on the other(McCarthy, 2003). With the technological advancements in today’s society the ethical questions evolve around how individuals choose to use or abuse their tools. Healthcare informatics intersects healthcare, ethics and informatics and all practitioners, for the publicâ€℠¢s good, must be bound by additional ethical, moral, and legal responsibilities (Curtain, 2005). Barrie Effy (2008), conclude in their study that ethical education in information technology changed attitudes and aided students in affective learning, an important and necessary component in the overall learning process(Barrie Effy, 2008). References Barrie, L., Effy, O. (2008). Ethical issues in information technology: Does education make a difference. International Journal of Information and Communication Technology Education, 4(2), 67-83. http://dx.doi.org/10.4018/jicte.2008040106 Bulger, J. W. (2009). An approach towards applying principlism. Ethics Medicine, 25, 125-125. Curtain, L. L. (2005). Ethics in informatics. Nursing Administration Quarterly, 29, 349-352. http://dx.doi.org/10.1097/00006216-200510000-00010 Hader, A., Brown, E. (2010). Patient privacy and social media. American Association of Nurse Anesthetists, 78, 270-274. Retrieved from http://www.aana.com/newsandjournal/Documents/legbrfs_0810_p270-274.pdf Keller, S. (2009). Welfarism. Philosophy Compass, 4(1), 82-95. http://dx.doi.org/10.1111/j.1747-9991.2008.00196.x Lee, L., Gostin, L. (2009). Ethical collection, storage, and use of public health data: A proposal for a national privacy protection. The Journal of the American Medical Association, 302(1), 82-84. http://dx.doi.org/10.1001/jama.2009.958 McCarthy, J. (2003). Principlism or narrative ethics: must we choose between them? Medical Humanities, 29(2), 65-71. http://dx.doi.org/10.1136/mh.29.2.65 McGonigle, D., Mastrian, K. G. (2012). Nursing informatics and the foundation of knowledge (2nd ed.). Burlington, MA: Jones and Bartlett. Nursing World website. (2011). http://www.nursingworld.org/MainMenuCategories/EthicsStandards/CodeofEthicsforNurses/Code-of-Ethics.pdf Reidl, C., Wagner, I., Rauhala, M. (2005). Examining ethical issues of IT in healthcare. Retrieved from http://www.sfu.ca/act4hlth/pub/working/Ethical-Issues.pdf

Does Playing Violent Video Games Promote Aggressive Behavior? Essay exa

Introduction Violent video games are becoming more popular among children and adolescents of all ages since its debut approximately 30 years ago. This growing popularity is generating an increasing concern that these sometimes very graphic videos and life like characters can have a negative influence on the younger generation. Although never proven, there has been speculation that some of the high school shootings across the country were committed by students who were habitual players of violent video games. Due to these concerns, a non-profit, self-regulatory organization was established in 1994 by the Entertainment Software Rating Board (ESRB) to appropriately rate all video games from EC (early childhood), E (everyone), E10+ (everyone 10 and over), T (teen), M (mature), and AO (adults only). While assessing the efficacy of violent video game ratings, it is unknown how effective these ratings are for the intended audience (Becker-Olsen & Norberg, 2010). The purpose of this paper is to present a literature review on existing articles relating to the possibility of violent video games promoting aggressive behavior. The hypothesis set forth was that people who played non-violent video games displayed more Prosocial behavior versus those who played violent video games displayed more antisocial and aggressive behavior. A search was conducted on regular search engines on the internet, and on EBSCOhost using the title â€Å"can violent video games promote aggressive behavior.† The research articles presented are obtained from five case studies each focusing on different measures that were obtained, methods used, the participants involved, the designs of the study, and the results of the studies. Measures Demonstrating Viole... .... DOI: 10.1080/10888690903288748. Retrieved from EBSCOhost Research Database. Polman, H., Orobio De Castro, B. & Van Aken, M. A.G. (2008). Experimental Study of the Differential Effects of Playing Versus Watching Violent Video Games on Children’s Aggressive Behavior. Wiley-Liss Inc. Interscience. Doi: 10.1002/ab.20245. Retrieved from EBSCOhost Research Database. Saunderson, Matt (August 17th, 2005). The American Psychological Association says violence in Videogames is bad for children’s health. Kombo.com. Retrieved from http://ps3.kombo.com/ Article.php?artid=1760. Suhn Lee, M., & Barr, R. (August 2004,). Effects of Video Game Violence on Prosocial and Antisocial Behaviors. Journal of Young Investigators, 11(2). Retrieved from http://www.jyi.org/Volumes/volume11/issue2/articles/lee.html.

Delamere Vineyard

Delamere Vineyard struggles to generate a consistent net income during the company’s quest for quality wine. Richard Richardson, owner, manager, and winemaker is concerned about the long term future of Delamere Vineyard. GOALS/OBJECTIVES: Develop the highest quality of Wine Richardson has been known for developing great wine and is constantly looking for ways to improve the overall quality. In 1994, customers even stated that his Reserve Pinot Noir was amazing and far superior to their competition.Richardson currently believes in three potential improvements exist and I have outlined his potential projects (highlight below). Option 1: Prevent Excessive Oxidation (Determine optimum SO2, level) a. )Potential Benefit: Prevent oxidation; improve the consistency and â€Å"fruitiness† b. )Risk: Decrease complexity c. ) Capital Expenditure: Zero dollars d. )Production: 10%-30% scrap This option would allow Richardson to produce a consistent wine on a year to year basis. Wine t hat uses SO2 will still command a high price and sell very well on the market. Less risk can be associated with this method as well.On the downside, by producing wine using SO2 you tend to reduce the individual character of the wine. Initially Richardson will risk the chance of losing some of his harvests; given Richardson previous chemistry back ground, he should be able to develop a formula faster than others. Option 2: Deepen Red Wine Color (Implement Rotofermenter) a. )Potential Benefit: Improve customer reception; 10% price increase b. )Risk: Altered taste c. ) Capital Expenditure: Rotofermenter $30,000 d. )Production: 10% Richardson has stated that customer’s traveling to his region and surrounding markets prefer wine with darker color. By using the rotofermenter,Richardson will be able to create a darker wine, which he believes will increase his retail by up to 10%. Based on Richardson’s revenue from 1997 this method would generate an additional $24,391. 80 in s ales. This option does raise the risk of potential oxidation, which in the past has plagued Richardson. The rotofermenter also has a chance of altering the taste the wine. The cost for introducing the rotofermenter is $30,000. Option 3: Optimum Fermentation Mix (Whole bunch; Destem: Full Crush) a. )Potential Benefit: Greater complexity, â€Å"character† b. )Risk: Customers may reject c. ) Capital Expenditure: New fermentation tank . )Production: 20%-40% This method has the potential to produce amazing wine that could sell at a much higher retail. The final product will not be similar to Richardson’s competition base and could potentially give him the edge in pinot noir sales; adding complexity to ever bottle. However, the taste and quality will vary from barrel to barrel. Lots of risks are associated with this process. This method would require that the grapes are handpicked and also smashed by feet which would increase labor costs. Consistency would be the largest pro blem and could potentially lead to decreased customer satisfaction.Close to 88% of Delamere’s customer base tends to purchase’s wine based on consistency and price, rather than the complexity and character. Delamere's current customer base is comprised of 58% cellar door purchases, 37% wholesale purchases and 4% to Mail order purchases. The chart below outlines the percentages of business for Delamere Vineyard. Delamere Vineyard % of sales 1997 Delamere Pinot NoirReserve Pinot NoirDry RedChardonnay Dollars$179,424. 00$32,671. 00$31,823. 00$36,118. 00$280,036. 00 Avg. $ per bottle12. 7516. 85810. 2 Bottles Sold 1407219393978354123530 % of Business64. 7%11. 67%11. 36%12. 90% Delamere Vineyard does have small percentage of his customer’s that prefer the complexity and unusual character of Richardson’s Reserve label. However, this particular customer accounts for merely 12% of their total wine business. During Richardson’s 12 years of winemaking the sp ecter of oxidation has reared its ugly head several times. In 1993, Richardson lost his entire vintage stock of chardonnay and in 1994 his pinot noir which was considered by many as his best but was criticized by Judge James Halliday as â€Å"prematurely aged†, indicative of oxidation.Some of Delamere’s customers have recently commented about a lack of consistency with Richardson’s wine. Below is a comment from one of Delamere’s wholesaler’s. â€Å"Richard, I’m worried about this year’s pinot. It’s very different to last year’s. What are you doing different? I’m worried that if I sell this to restaurants that took last year’s they’re going to be surprised, and perhaps disappointed† –Wholesaler, commenting on the 1994 whole-bunch reserve Pinot Noir. — Generate a consistent Income Over the course of 8 years, Delamere Vineyard has struggled to produce a consistent net income.As seen in the graph below, Delamere Vineyard’s net income was as low as -$41,124 in 1993, and as high as $70,218 in 1997. The lack of consistency makes it very hard for any business owner or manager to manage their business. Richardson has stated that wine making has its peaks and valleys and that your goal as a wine maker is to minimize the valleys and capitalize on the peaks. As you take a closer look at the graph, you will notice that that Delamere’s income never really spikes during its so called peaks and plummets during its so called valleys.What is most concerning is Richardson’s inability to capitalize on what many have stated as being his best Pinot Noir wine in 1994. Following this harvest Richardson produced good profits, but not records numbers. Profitability has not been a focal point of Richardson business in previous years. However, it should be something Richardson looks to improve given the statistics above. Relaying on the peaks of Delamere is like h oping one gets lucky. Expand current operations: Option 1: Plant more grapes Richardson is currently only using up 8. 1 acres of the available 21. 3 acres, which accounts for only 38% of his land suitable for vineyards.Below is an example of how much Richardson could increase production by merely doubling his operations. 1997 Delamere Vineyard Production pinot noir chardonnaytotal Estimated production Acres of vines currently planted6. 91. 28. 116. 2 Yield per acre (Tonnes)3. 363. 366. 7213. 44 Liters of wine produced16. 2682,9052921. 2685842. 536 Casks (barrels)721385170 Evaporation and scrap (liters)97617411502300 % of scrap0 Total Liters wine (net)15,29227311802336046 Cases169930320024004 Bottles 20,38936412403048060 Library and Owners Use4001005001000 % of grape type0 Total Bottles (net)19,98935412353047060Option 2: Expand the Cellar Door Sales As stated above, Richardson is currently using 38% of his 21. 3 acres. The â€Å"Cellar Door† has become a unique experience for many of Richardson’s customers and also been a great source of revenue—roughly 58 % of Richardson business. The vast majority of the Cellar Door customer’s our tourist to the Tasmania region and Richardson should consider adding lodging accommodations for these guests. Richardson could possible encompass one nights lodging, wine seminar, and a case of wine. The obvious downsides would be the building cost and also additional employee help.Hire Additional Help: Add an additional employee that oversees the daily operations of the vineyard. This would be an added expense, but it will give Richardson the ability to focus on perfecting the wine making process. This will also help aid in future growth of the vineyard. Recommendation Given the fact that it will take time for planted grapes to harvests, I’ve broke down my recommendations based on years of operation. Year 1 In year one I’m recommending that Richardson start adding SO2 to his wine. Given Ric hardson’s chemistry background this should be relatively easy to implement.This change can be completed with very little start up cost and will help produce a consistent wine on a yearly basis; improving the overall quality of Richardson’s wine. The new wine consistency will pay dividends with Delamere’s wholesale customers—which accounts for 38% of his yearly business—where consistency has been critical. The addition of S02 has been instituted by other vineyards already and has been received well throughout the market place. Over/under oxidation will also not be as prevalent as in the previous years and should allow Richardson to increase the retail on his wine, increasing his gross margin.Richardson will need to research his competitors pricing to see how big of an increase is justified. I’m also recommending that you plant an additional 8. 1 acres of grapes. Given the fact that nearly 62% of your vineyard lays vacant, you will more than d ouble your GMROI in future years to come. Year 3 Once the newly planted crop is ready for harvest I’m suggesting that Richardson hire an additional employee that can manage your daily operations of the vineyard. It is during this time that I’m suggesting that Richardson also consider pursuing optimum fermentation.This would require the purchase of a fermentation tank but would allow Richardson to express his creativity and focus on the overall quality/complexity of your pinot noir. I recommended that Richardson only devote 4 acres of his vineyard to this method given the risk associated with this practice which I have highlighted above. Year 8 The last improvement is one that will have to be based on the over success of the other improvements mentioned above. By this time Richardson should have a grasp on whole bunch fermentation and mastered the art of adding SO2 to his wine.Richardson will have created a successful vineyard and more likely will be looking for other w ays to improve creativity of his vineyard. It is at this time I that I suggest Richardson look into developing the remaining 5. 1 acres into a bed and breakfast lodge. More than 50% of his business already comes from cellar door customers that are visiting the Tasmania region. This could become a popular venue for tourists interested in wine making, wine tasting events, weddings, and other special events. The initial cost of this recommendation would be extremely high; however, it has the potential to increase sales dramatically.

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