Essay on Digital Advertising vs. Print Advertising

Digital Advertising vs. Print Advertising Advertising is the action of calling something to the attention of the public especially by paid announcements. This has been accomplished using a variety of mediums that have evolved through the use of new technologies. Approaches to advertising include television, radio, online, product placement, billboards, newspapers, and magazines. Digital advertising has become a more accessible and effective form of advertising than press advertising in our growing society. Digital advertising promotes ads through technologically advanced means, such as the internet, television, and telecommunications. It is not to be confused with digital signage, which is a form of electronic display like LCD, LED, and†¦show more content†¦This is more commonly known as telemarketing. It is a salesperson directly soliciting to customers over the telephone. This form of advertising leaves more up to words instead of a created image. DialAmerica Marketing Inc. was first company committed to telemarketing for sales and services. Telemarketing techniques are increasingly used in political campaigns. Because of free-speech issues, the laws governing political phone calls are much less strict than those applying to commercials. Many people find these calls to be annoying; subsequently, some states have banned political calls and initiated â€Å"Do Not Call List†. The internet has a caused a massive influx in the change of advertising form. Online advertising is disguised in well-known search engines like Google and Yahoo that are used on a daily basis. Rishad Tobaccowala, the â€Å"chief innovation officer† of Publicis, one of the world’s biggest advertising groups, says that advertising in this form allows advertisers to â€Å"make lots of spearheads and then get people to impale themselves.† The advertisements that show up are in some context related to what is entered in the search bar. The first online advertisement was the ad banner created by HotWired for ATamp;T on October 25 1994. The thing that these forms of advertising have is that they employ direct-response marketing. This allocates customers to contact advertisers directly and immediately. Direct-response advertisingShow MoreRelatedIn The Digital World, The Concept Of Direct Marketing (Especially1271 Words   |  6 PagesIn the digital world, the concept of direct marketing (especially direct mail) seems novel. Personally, I love to receive direct ma rketing messages tailored to my interests such as Ulta Beauty emailing product recommendations based off of my past purchases. According to the Direct Marketing Association, â€Å"direct marketing produced $2.05 trillion in sales in 2012 – representing roughly 8.7% of U.S. gross domestic product,† (Kalb, 2015). 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The Life and Influence of Martin Luther Essay - 1339 Words

The Life and Influence of Martin Luther Thesis: Martin Luther was by far one of the most influential people in Church history. His doctrine on faith and works was instrumental in the success of the reformation and has since become a cornerstone of the church we know today. Martin Luther was born on November 10th 1483. His father, Hans Luther, had made something out of himself and came to own a copper mine. Desiring to see his own son go even further he pushed him in school. By the time he was seventeen years old he was entering the university life. In four years he had obtained a Master’s degree from the University of Erfurt. From here his father pushed him into law school. This is not where Martin Luther would stay. While on the road,†¦show more content†¦Justification or salvation happened with an individual based on their relationship with God. This was merely a public affirmation similar to Baptism. The Church began to pray on the fact that the common people believed that through their (the church) words they (the people) were being justified. Lindberg states, â€Å"The word of absolution is rather a verbal act, which first creates a relationship 0 between God in whose name it is spoken, and the person to whom it is spoken and who believes the promise.† Running a church with the size and functionality of the Roman Catholic Church is expensive and people were willing to pay to see themselves and their love ones absolved of sin. The indulgence was the proverbial Get out of Jail Free card. Martin Luther’s most dramatic and bold act may have been nailing 95 Theses onto the Church doors in Wittenberg. â€Å"It all began with Luther’s Ninety-Five Theses which seemed to be aimed at depriving the pope of his power and the people of their consolation.† Nearly all of the 95 Theses are aimed toward clarifying justification as an act of faith and that no man or money can get it for you. The twenty first thesis states â€Å"Thus those indulgence preachers are in error who say that a man is absolved from every penalty and saved by papal indulgences.† With the sale of indulgences came the implication that you are rewarded for good works, but any other work is going to cost you something only the ChurchShow MoreRelatedHow Marriage And Family Concepts Relationship Between Hinduism And Christianity Are Influenced By Laws Of Manu And Writings1679 Words   |  7 PagesI am going to talk about how marriage and family concepts or relationship in Hinduism and Christianity are influenced by Laws of Manu and Writings of Martin Luther. Martin Luther, a German monk, priest and theologian, is a great reformer in western church history. He focused his study on the necessity for salvation and stated that the rightness of God is the strong faith believers have. 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Market Analysis of Danish Tea Market-Free-Samples for Students

Question: Discuss about the Market Analysis and recommendation for Danish Tea Market. Answer: Introduction This report will focus on the start-up online company Tealure which was established in Denmark. As per Tealure.dk (2018) it is a profit oriented social venture that excels in selling the most superior quality variety of tea. They use the method of triple bottom line approach in order to evaluate their own performance in a much wider perspective for creating greater business value. This refers to everyone in the activities of growing and manufacturing tea to promote the health of the environment. This is done by using biodegradable, three-free packaging and assigning a part of the profit gained by the company to the farmers of Tealure by providing micro loans to the poor and underprivileged individual in Nepal (Tajeddini, Elg Ghauri, 2015). The unique selling point of the company is that they import tea directly from Nepal. The people of the company directly go to the eastern region of Nepal to collect the fresh tea leaves and then import those to Denmark. The authentic quality of t ea that is imported from the foothills of the Himalayan region is targeted to the entire market in Denmark and parts of Europe (Chawla Highlands, 2016). As per the information it is found that the company being a start- up is facing challenges in building a firm base in the market due to financial crisis. Moreover they could not invest in building a proper brand image due to the same problem. In the course of this report the branding strategies will be discussed which will be helpful for this start- up company to establish a strong base in the Danish market. This report will also focus on the activities that the company has already been involved such as doing promotional activities, paying visit to the current and probable customers, creating contents for the social networking websites to grab public or sponsors attention. Market positioning and segmentation will be discussed throughout this report to find out the elements which are lacking in the plan of the company. Different variety of product and taste of tea will be cultured to find out the distinguishing feature in the Tealure products (Vincent et al., 2016). It will make the company stand out from the competitors in the similar industry. The relevant strategies of pricing and distribution will be discussed to help the company in saving money for building up a good brand image. By organizing extraordinary promotional activities and building a strong brand image the company will be able to counter back in the competitive market of Denmark (Papadopoulos Heslop, 2014). Tea market in Denmark In order to discuss about the tea market in Denmark it is important to mention that tea grows by 5% in retail volume which is quite a healthy growth (Matthews et al., 2016). As per the growth curve of 5 years, Pickwick is the most popular tea brand in 2014 with market value of 27%. It is expected that tea will grow at 2% in total volume in the forecast era. The most important category in the Denmark market is the black tea which had a retail volume share of 77% in the year 2016. But there was a shift in the sale of tea from black standard to black specialty in the market of Denmark. On one hand the standard black tea experienced a decline in retail volume sales by 1% and on the other hand the black specialty tea grew by 3% in retail volume in the same year (Amankwah- Amoah, Boso Debrah, 2017). This shed light on the fact that the black specialty tea was attracting the consumer more than black standard tea thus increasing its sale volume to 5% and the specialty decreased to 2% growth . The tea products in Denmark are comparatively combined with three of the biggest players grabbing a 67% retail value share in the year 2016 (Sintonnen et al., 2016). The two prominent companies of Merrild Kaffe and Unilever Danmark held the retail volume share of 31% and 23% respectively. Merrild Kaffe is considered as the backbone of the best-selling tea brand in Denmark, Pickwick and therefore Tealure has to find ways by which it can compete with such an established brand (Hoppner Griffith, 2015). Unlike Tealure, Pickwick is widely famous in the market with a strong brand name and has also achieved the loyalty of the consumers. This is because they have various ranges of products such as black standard tea bags, black specialty tea bags, green tea and others. They have become successful by huge retail distribution and are available in almost every retail chain of Denmark. On the other hand Unilever Denmark is considered as the main pillar of Lipton which is another popular tea bra nd and available to the consumers in various categories (Jean et al., 2016). Apart from this two, there is another popular black standard tea brand Medova which is also ruling the Danish tea market. This is the recent scenario in the market of Denmark and Tealure has to consider these before planning to build up a strong brand for themselves. As there is an increase in the consumption of tea therefore it can be expected to increase by 40% in the next 2 years (Souchon et al., 2016). This will be a strong point on the part of Tealure because with the increase in tea consumption they will be able to create an impact on the market by providing quality of products. It can be found that there was an increase of 16% in the retail volume sales of green tea in Denmark 5 years ago. A lot has changed over time and with the increase in concern among the people the tea market is evolving. About Tealure Tealure is a Denmark based company which directly imports teas from Nepal and also aims to deliver their product in Denmark and in some parts of Europe (Sun, Paswan Tieslau, 2016). They go directly to the tea gardens which are located in the eastern part of Nepal which is then imported to Denmark. Currently the company is looking for new ways to set their brand name in the market but is unable to do so due to financial crisis and that is why their brand building is remaining incomplete (Dang Lantican, 2016). Currently they are facing the challenge of scarcity in income and direct import has been considered as a solution to this problem. The company believes in natural and tree-free packaging. They are also trying to build up their image in the Danish market by providing premium quality of tea products to the consumer in order to create a unique value proposition and build transparency. This will be a primary step for Tealure in building up their brand image in the Danish tea market . With the building up of the brand image the company aims to put their focus on the B2B marketing which will help them in making direct commercial transaction with another (De Mooij, 2015). B2B will be effective in the marketing of Tealure because it is an online company and they source raw materials from Nepal. If Tealure is able to build a strong brand image in Denmark then they plan to penetrate into the high- end restaurants and cafes in Middle East and Asia (Cavusgil et al., 2014). Tealure is a web- based company which was established by chance from the tea plantations in Nepal. The founder of this start-up company, Ernestas got warm welcome from the farmers of Nepal while his vacation turned into a research work centering on Nepalese tea. Being an avid tea lover the sight of an area enclosed in tea plantation immediately caught his attention and he got impressed by the scenic beauty. He extended his stay in the foothills of Himalayan region to get acquainted with the routine life of the farmers of the area. This extended stay helped him to get an idea of the challenges that the farmers face while cultivating or sustaining their life in tea plantation (Knight, 2015). This incident implanted the seed of entrepreneurship in the mind of Ernestas when he decided to open up his new online company. His intention behind building an online tea company was to make the people aware about the special tea that is grown in the region of Nepal. In this way he created an appreciation for the farmers who are involved in the process of growing, plucking and manufacturing tea. The summary of this entire plan and business came to be known as Tealure (Schmid, Grosche Mayrhofer, 2016). Ernestas, thus helped the farmers by making an way for their living and that is how the import business of the Danish tea came into being. In the respect of sourcing tea from Nepal, it can be considered as a waste of money because sourcing from other continent costs a lot. Not only did the owner make his own life by starting a company but also made the life of the farmers easy by leading them in a sustainable way. Tea products The company sells teas in different forms in order to fulfill various needs. They have a special pyramid tea bag which is meant for those who cannot survive a day without tea in the office. Apart from that they have loose tea and others in Lokta and bamboo packaging which are made in Nepal and also eco- friendly (Kaleka Morgan, 2017). There is variety of tea products available in Tealure such green needle, thai oolong, Shangri- la oolong, autumn green, autumn white, spring white, Himalayan gold and spring black teposer. Apart from the instant ready- to- drink teas there are other products such as black tea bags, iced tea and powder tea mix, green and white teas, herbal beverage teas, medicinal teas, iced teas and powder tea mix, chai teas, liquid tea concentrates, African red teas and black teas. Along with the attractive products that are mentioned above, the attractive part is the pyramid shaped tea sachets so that they can be used anywhere, at home or in office (Asugman McCullou gh, 2015). The tea products are imported directly from Nepal so it is important to shed light on this small country of South Asia. The place is a mixture of religion and culture blended together in harmony. In addition to that they have a wide variety of nature from the hot and humid jungle that shelters the wild rhinos, tigers and elephants to the sturdy Himalayas along the north. On the other part of Nepal, there lies hilly area of lush green vegetables and tea plantations. The increase in growth in the hilly areas of the east one of Nepal is actually similar to its neighboring area of Darjeeling. There is plenty of rainfall and the hot and sultry summer days are complemented by the chilly nights (Felzensztein, 2014). The Nepali tea has not yet achieved the fame and recognition in comparison to Darjeeling or Assam tea. The more one proceeds towards the west of Nepal there is increase in the growth of tea and the farmers expect that this demand will never fall below, rather it will rise eventually. This kind of development is always appreciated as it will enable the farmers and their families to have a sustained life and they will also be able to establish new plantation as future security. The sourcing of the tea products by Tealure company has been of great help for the farmers as it has provided an way of additional income for them and there will be growth hike too (Javalgi La Toya, 2015). There are a lot of unavoidable problems such as poor quality of tea leaves, low yields and fluctuation in price. Apart from that sometimes the negative attitude among the workers hamper the production of tea. This result in selling the crops at a low cost and the companies such as Tealure face the catastrophic effect. Tealure, although a start- up company has found a probable solution to this problem by keeping appropriate prices so that the farmers can gain a fair amount of money for their tea products. Thus Tealure has the ultimate goal of paving a better way in front of the inexperienced farmers for enabling fair and independent tea farming in Nepal (Kraus et al., 2016). Taste of tea The tea that is sold by Tealure is pure and single- estate specialty tea with distinguished flavor that is grown in the foothills of the Himalayas (Fernando, Rajapaksha Kumari, 2016). The flavors of the tea are mentioned above and each of them has a wide range of unique blends that are distributed and sold online. The taste of Nepali tea is being spread all over Denmark and Tealure also intends to target some other parts of Europe through its great essence. Through this report Tealure is going to make the customers aware about the health benefits of tea and spread the aura of Nepali tea. Studies have shown that there are a number of tea flavors hitting the market by bringing in new flavors and favorite picks of the customers. The taste of oolong is popular among the consumers and also the standard black tea which gets enhanced with the striking fruits so that it can hit the younger target market (Skarmeas, Zeriti Baltas, 2016). There are some other tea companies who are experimenting with strong profile of flavors ranging from chocolate and pomegranate to turmeric and other spices being added to the small tea pouches. The implementation of Nepali tea in the European market is a strong step that Tealure is going to put forward. They have also planned to mix spices to add flavor to the Nepalese tea. It will be a unique combination because people are not used to the taste of the Himalayan region (Zhao Priporas, 2017). As they are an online company and have not been successful in building a proper brand image, this innovation of the company will help them in doing so. It will help in answering the specific question related to the topic of building brand existence in the Danish market by Tealure. In order to reveal more inquisitiveness about the Nepali tea it can be explained that there are two categories. The first one is the mechanically processed CTC, also known as crush- tear- curl teas. These are available in blends or in bags and suitable for preparing Nepali sweet tea with milk. Again there are orthodox teas which are the primitive leafy teas that are being rolled in machine or by hand. The specific teas those are cultivated for the orthodox tea market is found in the comparatively high altitude areas near the mountain ranges of the Himalayas but the CTC are grown in the lower altitude areas. Irrespective of the demarcation in category the teas get their subtle flavors from the natural climatic condition of the area (Gnizy Shoham, 2014). Differentiation of the product Regarding the competitive landscape the Tealure Company will be able to dominate other companies in Denmark. Majority of the brands offer a very less variant of tea products, but Tealure Company will provide its target consumers with a huge variety green tea, fruit tea herbal tea and others, which will not only provide them with relaxation but also take care of their health. The company is planning to enter the market of Denmark, with its huge variety of tea products. The healthy hot drink will benefit the consumers as it will act as a treatment for moderate sore joints, pain in the muscles, cure indigestion and appetite loss (Morgan, 2012). No other brands or products provide such variants and health benefits at such low costs. The price that is set by the Tealure Company will be the biggest advantage for the company. It can be purchased as well as enjoyed by every individual group. In addition to this, it is highly important for the company to understand the purchasing behavior and attitude of the Danish market. The documented benefits of health will help in contributing to its retail growth of the volume. For instance; Tealure Company claims that they have special tea products will help in preventing diabetes as well as cancer. Furthermore, the products are highly recommended by certified doctors and dieticians (De Mooij, 2013). Certain claims made by the Tealure Company will help in attracting consumers on a huge scale, especially those who are concerned about their health. The consumers willingness as well as curiosity will help the company have a strong performance in the international platform. This will further open new and great opportunities for the company to enter other markets as well. Moreover, laying emphasis on the health as well as wellness factor will prove highly beneficial for the Tealure Company. It will help in boosting the total volume of the sales in Denmark. Being highly proficient in the foreign market is completely dependent on the companys integrating capabilities (Paliwoda Thomas, 2013). Therefore, it can be said that the company needs to keep certain factors in mind, in order to ensure that their products flourish to a large extent. Tealure Company should emphasize on the product differentiation strategy, as the company has huge range of products and variants as well. In addition to this, the marketing strategies adopted by the company are also competent enough to compete in the foreign market. In addition to this, the company can also focus on its promotional strategies in order to attract the consumers and lure them to buy the products. The documented benefits of the health will add to the overall success of the company. Thus, the company can apply such strategies in the foreign market in order to flourish (Pinto, 2015). Consumer target market The consumer demographic for consuming tea in the market of Denmark has expanded to a huge extent due to the introduction of readymade beverages, which appeals to the consumers. However, Tealure Company has set the target market to a very specific set of individuals, who prefer tea over coffee. The company targets both the global as well as local market. The local market is referred to the existing local tea drinkers, along with providing them with something attractive and new with a great taste and aroma. This will help the company to make huge profit as well as customer satisfaction. Furthermore, it will highly contribute to the companys overall profit structure (Wagner III Hollenbeck, 2014). The global market can also benefit the Tealure Company to a huge extent. It particularly refers to the export business to other foreign countries, which will help in earning foreign currency. However, the company has set a specific target market of individuals belonging to the age group of 20-70. In addition to this, the non users who have already tried the tea bags of other companies, but are not aware of the flavored ones. Moreover, the working professionals who lead a stressful as well as busy life can be the target market of the company. The working professionals maintain their lives and interests and health is of utmost importance for them. They are always active tea drinkers and do not compromise on their health and body (Kotabe Helsen, 2014). In addition to this, Tealure Company must also focus on the fitness freaks, with their special variant of green and herbal tea. Furthermore, the increasing knowledge of both the positive effects of tea and negative effects of sodas will lure the consumers to buy products from Tealure Company. A huge chunk of the target group is expected to move to the tea segment due to this important factor. Taking the availability and convenience into consideration, the products will be sold at the grocery stores at much affordable prices. Moreover, from leaked information, it has been seen that the market of Denmark has seen an enormous rise in the tea products sales. Additionally, chefs are using tea products as one of the ingredients for preparing all types of creative dishes and recipes. Furthermore, tea is also seen as a major ingredient for several skin care products. Therefore, these factors will benefit the companys overall business to a huge extent (Morgan, 2012). Competition Tea is considered to be the second most consumed beverage after water. Majority of the companies are trying to discover new ways of penetrating into the international markets. Be it online or offline store, the overall sales of the tea products are rising on a regular basis. The total value of tea sold in the foreign markets is around ten billion today. However, with the ever increasing globalization, the competition also increases. The Tealure Company, before entering into the market of Denmark, needs to keep a track of their highly sold tea brands. The main competitors of the Tealure Company are the most famous international brands like, Lipton, Pickwick, Twinings and others (Hilal Mubarak, 2016). The company must also focus on the way its competitors are conducting their promotional activities. The more the company is competent enough in this segment, the more Tealure Company will get benefitted on the international platform (Mullins, Walker Boyd Jr, 2012). In addition to this, Tealure Company must start investing on their promotional activities, which needs to be attractive and catch as well. This will help in luring a huge chunk of the target consumers. Moreover, the competitor brands have no such evidence of lower quality product; thus, Tealure Company should also provide its target consumers with sound evidence regarding the healthy benefits of consuming their products. It is true that there are innumerable tea brands in the modern market, but there are only few of them who provide the consumers with triangle tea bags. This in turn will prove to be a competitive advantage for the company itself (Kamukama, 2013). Additionally, the Tealure Company must also present documents from certified doctors and health physicians regarding the benefits of their tea products and how it helps in combating with several diseases. Market research needs to be conducted before entering the foreign market. Along with that, the Tealure Company should hav e sound promotional as well as marketing strategies in order to capture most of the target consumers (Parry, 2012). Compliance and requirements There are no strict tariffs or restriction of importing foods from outside countries except anything of animal origin. In most of the cases it is done for fulfilling the purpose of commercial or business transactions. Import of fruits and raw vegetables from outside the country is restricted to a quantity of 2 kg due to concerns related to plant health. Imports of meat and similar products or milk related products are not allowed to import from non- European countries. The restrictions and limits are strict in the market of Denmark or in other parts of Europe. These regulations are maintained because of the concern in food safety and quality (Zhao Priporas, 2017). The Single Administrative Document for import and export or SAD serves the EU importers declaration. Information on the matters of import and export is included in the council regulation. It is the main form of custom that is used in international trade and that is the reason why it is too much relevant to the import of tea for Tealure from Nepal. The rule is that the traders and traders and agents who are involved in the business of import and export can use this SAD declaration in terms of manual processing situations. The SAD was introduced with the intention of keeping a check on the goods that were being imported and exported to and from Europe. It does not play any role while business is conducted within the European market (Jean et al., 2016). Therefore Tealure has to abide by the requirements of SAD during import of their tea products from Nepal. But the function of SAD is restricted to place where computer systems are disabled and the works are done manually or by advising the shipping agents. The amended forms of legislation calls for advancement in information for the goods imported or exported. The Tealure Company has to be updated with any kind of changes that might take place in the compliance and requirements and that are why they need to supply SAD with the tea products in order to meet the security requisites (Gnizy Shoham, 2014). SAD has international acclaims and used by the traders and businessmen in Denmark and Europe to satisfy the customs duty. The application that is submitted to SAD consists of information from business paperwork, such as certificates, shipping documents, packing lists and invoices. A complete SAD takes care of the- contents of the foods such as tea products, the movement of tea products, the commodity code which are synonymous with Tariff heading, classification or harmonization code. Apart from that there is customs procedure code which recognizes the fact that how customs treat the entry of tea products from Nepal to Denmark (Dang Lantican, 2016). The business transactions when carried out within the boundaries of Europe do not need any permission of SAD. The form of SAD might be completed with the third countries and also move the non- European goods within the country. There are specific situations when the goods can be moved within the country. As tea is a duty free product therefore a copy of approved standard commercial document will be used such as commercial invoice or partially completed SAD. With the use of SAD for declaration of the imported goods there is impact on the economics of the country too. Market segmentation Market segmentation is an effective process that is used by marketers to divide customers. As stated by Cross, Belich and Rudelius (2015) market segmentation helps an organization understand the types of customers that exist in a market. The characteristics of the customers are the key features that lead to the segmentation of markets. Marketers keep an aim in mind based on which these segments are made. It is to be noted that the characteristics of target market should be at maximizing profit. In this regard, it can be said that market segmentation can be done in a variety of ways. This includes business-to-business market segmentation and business-to-customer market segmentation. In the case of Tealure, the company needs to adopt the business-to-customer market segmentation. This is because the primary aim of the company is to provide its resources to the customers. Being a start-up company Tealure need to compete with the existing competition in the market. Hence, it is necessary that the company target customers based on certain features that can help them to expand their business and gain a reputation. The important point that needs to be noted here is the fact that customers cannot visit the stores of Tealure. Tealure is an online product selling company that targets people residing in Denmark as well as other parts spread across Europe. According to Alt and Iversen (2017) it is important to understand the tastes of the customers by dividing them into certain categories. These categories include geographical, behavioral, demographic as well as psychographic. The segments are made keeping in mind the differences that need to exist between each segment. It is also required that the segmentation remain aligned with the type of products that are being sold by a company. Venter, Wright and Dibb (2015) observed that five factors are involved based on which these segments are created. The market needs to be identifiable, substantial, responsive, actionable and stable. Based on these factors, the segments are divided that highlights the differences in the segmentation. Geographical Behavioral Demographic Psychographic The geographical criteria are used to determine the customers of a particular company. This particular segmentation combines data related to demography as well as the geographical factors to create a deeper profile of the customers. According to Dibb (2014) this particular segmentation is considered as the first step, particularly during international marketing. In the case of Tealure, the company has already chosen a geographic location in which the company aims to expand its business. The company has identified Denmark as the country in which it would like its products to be sold. However, given the fact that the company is an online retailer, the target region includes the city or town. This divides customers into a group based on the observed behaviors. According to Kara and Kaynak (2017) it is believed that this particular segmentation is important for understanding the customers. This is mainly because the behaviors of the customers need to be anticipated based on the products that are being provided to them. The frequency of purchase of products, loyalty status, the readiness of the buyers and the attitudes towards the products are important variables that need to be considered by the managers. In this regard, it can be said that being a start-up company, it is necessary that Tealure put excessive focus on the behavioral aspect of the customers. This is because the behavioral aspects can change with the introduction of new and improved products. Moreover, the existing organizations also create loyalty among the customers. This type of segmentation is based on the type of variables that exist between the consumers and the demography. These variables include age, income, family-size, socio-economic status and so on. Such segmentation ensures that customers with similar demographic profiles may show signs of purchasing similar types of items. Over the years, managers of organizations have provided labels to the type of demographics on which they base their market (Armstrong et al., 2015). In the case of Tealure, the company targets people above the age of 18 years residing in the urban regions of the country. The company ignores the rural people because it provides services online and it may not be possible to have internet connections in the rural regions. This involves the lifestyle of the customers and is measured by the activities, interest and the opinions of the customers. This particular segmentation takes into account the manner in which people spent their leisure activities. The responsive attitudes of the people are taken into account that is based on the feedback they provide a particular product. Tealure needs to understand the lifestyle that is led by the people residing in the regions of Denmark and other target areas. The lifestyle that the company targets involve mediocre as well as the high lifestyle of people. This provides the company with a wide range of customers. Table: Market segmentation (Source: Created by author) Marketing mix Product The company will be offering the best products that are found in the foothills of Himalaya within the Nepalese region. This will help the company in increasing the stocks and the best products can be provided in to the market. The company has divided its products in to various categories, which consists of white tea where the products have been classified as Autumn Frost, Autumn White, Spring White and Silver White. The variant that are present under black tea that is being offered by the company consists of the Thai Oolong, Shangri-la Oolong and Himalayan Bouquet. The black variant tea that is offered by the company is the Jasbire Black, Autumn Black, Spring Black, First Flush Nepal, Black Ruby, Himalayan Gold and Spring Black Temples. This shows that the company offers various types of black tea to the customers so that it can help the customers in having a wide range of choices. The green tea variants for the company consist of Green Needle, Autumn Green, Spring Green, green Mountain, Emerald Green and Spring Green Temples. The various kinds of products that are being offered by the company will help them in understanding the needs and preferences of the customers so that it can help the company in maximizing its rate of profits (Armstrong et al., 2015). Price The price of the products is done in a reasonable manner so that t can help in bringing the customers towards the company. Price plays an important role in the marketing mix tool, as it helps the company in gaining a competitive advantage over the rival companies that are present in the market. This will help the company in supplying more number of products in the market so that the rate of profit for the company can be increased to a great extent (Cattaneo Guerini, 2012). Place The company will be providing the products in the Danish market on an initial basis after which they will be supplying in some parts of Europe as well. These markets will be entered by using a distribution channel that is indirect in nature where the products will be sold to the wholesalers who will further distribute it among the retailers. The retailers will have a better knowledge regarding the local customers and their purchasing behavior, which will help in increasing the efficiency of cost within the market. The distribution channel will help in identifying the grocery stores and the supermarkets so that the product can be available for all type of customers who are willing to taste it (Chikweche Fletcher, 2012). Promotion Promotion is an important tool in the marketing mix, as it will help the company in increasing the level of awareness among the customers regarding the products that are available in the market. Promotional activities include the use of social media, which will help the company in advertising its products in the market with the help of Facebook, Instagram and Twitter. As most of the consumers in the modern world are hooked on to the social media, it will help the company in increasing the level of awareness among the customers by posting pictures and videos of the products. This will help in increasing the base of customers as well (Docherty, 2012). The company can provide free samples to the customers so that it can help them in gaining a firsthand experience of the products that are made available in the market. The use of this technique will help the company in gaining the trust of the customers regarding the product and proper feedbacks can be considered for improving the product as well. Promoting the product through point-of-sale marketing will help the company in presenting the products in the stores so that it can help in capitalizing on the impulsive behavior of the customers in buying a product. The products that are available in the stores will help in gaining the attention of the customers so that it can result in moving the products out of the stores at a faster manner (Fan, Lau Zhao, 2015). The incentive programs can also be considered by the company so that it can help in attracting the customers towards the products. Providing the products at free of cost and giving high rate of discounts will help the company in grabbing the attention from the new customers as well. This will help the company in selling large number of products in the market. The use of this technique of promotion will help the company in increasing its base of customers within the market place (Gordon, 2012). The company can also use the process of feedback after the products have been used up by the consumers. The feedback process will help the company in gaining valuable insights regarding the problems that are present in the product so that it can be developed in a better manner. The use of surveys and salesperson with better skills will help in getting the feedbacks regarding the products directly to the company so that the process of development of the product can be done according to the needs and preferences that are present in the market (Hanssens et al., 2014). Branding Brand management is the procedure through which it helps in creating a unique value for the brand. The use of designs and the creation of better methods of advertising will help the company in promoting its brand in the market. These elements are vital but other factors also need to be considered by the company. Brand management also needs to consider the aspects such as the life cycle that is present among the brands, which will help in addressing the issue of losing the appeal of the brand after a certain period of time. The use of the branding strategies will help the company so that it can help them in analyzing the market in a better manner. To develop the brand in a holistic manner, the strategy has to be used in all the levels of the management that is present within the company. This will help the company in identifying its strengths in the market as well (Huang Sarigll, 2014). A properly chosen branding strategy will help in consistently identifying the brands key strengths. The company will in turn, be able to focus on the benefits and also attract the target audience faster. In addition to this, some authors have defined some international brand strategies on the basis of different brand typology. These factors are; brand positioning, brand architecture as well as brand reach. The first and foremost strategy is based on the goal and objective of the company (Leonidou, Katsikeas Morgan, 2013). However, it is important to understand whether the company wants to reach a local, international or global market. If the company wants to concentrate on a specific process of production, it will be better for the organization to create a bond or cooperation with some other brand (Jit Singh Mann Kaur, 2013). In addition to the first strategy, there are also some other strategies which is based on the international branding. The second strategy is completely based on three major aspects; brand core, brand benefits and lastly, brand personality. The brand core is also referred as brand identity by some scientists. It is described as a short expression of the brand, which helps the customers to identify the brand instantly, for example, slogans, logos, colors and others. In addition to this, the main idea of brand benefits is to just concentrate on several things, which will prove beneficial not for the company, but for its target consumers. The Tealure company needs to introduce something attractive and special, which will be highly appreciated by the target customers. Considering the company, the central benefit of the target customers is relaxation (Keller, 2013). Furthermore, brand personality correlates with the brands personal characteristics like name of the brand, logo and more. The brand personality helps the target consumers to recognize their favorite brands as well as the associated products with the logo or name. Therefore, Tealure Companys logo will help its target consumers to easily identify their favorite products. The third strategy is about absorbing, which also includes some useful aspects. In modern days, lot of attention is given to the creation of the brand architecture. The core reason is that there are many firms, which not just only have one brand, but several brands. Example of such a company is Proctor and Gamble. Moreover, having a clear knowledge regarding effective brand architecture is considered to be extremely important as companies having various brands need to combine and control all the brands into an individual unity (Keller, 2017). The creation of the international strategies includes detailed analysis of the market entry options, planning of the activities both inside as well as outside. There always exists a need for determining how the company will manage its brands from the different segment of the market and who is in charge of the overall procedure. Moreover, it is highly essential for the management of the organization to determine if or not the international brand will be differing from the parent brand. In addition to this, it must be kept in mind that the new brand must be able to complement the parent brand, which in turn must contribute to the increasing of the profits. Furthermore, it is important to keep under consideration that the new brand must not mislead the target customers, under any consequences (Khan, 2014). In addition to this, the strategy of the global brand does not assume the adaptation of the existing brand. It can be easily characterized by the name and logo of the brand. Additionally, companies with identical brand names need to change their strategies, logo, product proposition, brand positioning, communication styles and other factors in various countries. The standardized operation of the brands leads to the significant scale economies as well as increase in the investment flows of the company (Leekha Chhabra Sharma, 2014). Moreover, the overall strategy of the international brand must be on the basis of the specified markets. This particular strategy is only available for those organizations that have a unique product. In addition to this, such products as well as brands have no real competition on entering the new markets. Furthermore, the global brands have certain distinctive features that cannot be stimulated (Kotabe Helsen, 2014). If the Tealure Company wants to choose this particular international strategy of branding, it needs to focus on their uniqueness of the products as well as brands more than its overall sales and price. Furthermore, the strategy of the transnational brands will contribute the adaptation of each and every market. For this particular way, the Tealure Company must develop an individual idea of branding for each and every market. They must have an idea of how the company wants to develop their brand structure. Moreover, the company must have a unified corporate concept that needs to run an individual idea of all the branding and marketing activities. In addition to this, adapting this particular strategy will require lot of money and resources from the organization. This particular strategy is highly expected to meet the national requirements or needs of the target consumers (Larsen, 2014). As soon as the market requires some kind of personal activities, the company should start spending money as well as resources, in order to make the branding a successful one. The best example for this strategy is when the companies start promoting its brands and products by using various promotional activities. One of them includes special advertising for different countries keeping in mind the changing preferences of the target consumers. In addition to this, special participation of the celebrities is also done in order to attract the viewers and the target consumers. Lastly, the company can use the strategy of multinational brands as it proposes to the full adaptation. In order to make the brands multinational, the company can blindly apply this particular strategy. It is easiest way of avoiding the possible challenges or difficulties. Difficulties can arise at any point of time in the overall procedure of the brand promotional strategy, as several countries have several requireme nts and expectations. Therefore, Tealure Company needs to keep such factors in mind and design the promotional activities in accordance with that (Leekha Chhabra Sharma, 2014). In general, each and every strategy of branding demands some specific actions or steps for its overall creation. Thus, the Tealure Company needs to make certain strategies on creating a particular branding strategy. This may include; trans-cultural logo creation or brand name, identification of the universal theme of the brand, developing an essence of the global brand and lastly, conveying the essence of the brand through their products. All the above steps are considered to be highly important as well as necessary while choosing a particular strategy for international branding. Each and every organization has its own distinguishing characteristics as well as features, which have the power of changing the common organizational strategies. However, the common strategies help in transforming the national brand into international (Leonidou, Katsikeas Morgan, 2013). In modern days, there are various models which help in building a strong brand. Several authors believe that the goal of the marketers must be to achieve highest emotions of consumers. Subsequently, this will lead to the desire and trust of the consumers to buy that particular brand or product (Oeppen Jamal, 2014). Therefore, it can be said that the marketers of the Tealure Company must be able to understand clearly, the behavior and attitudes of the consumers. In addition to this, some of the authors claimed that such trust and willingness of the consumers will further lead to brand loyalty that even makes it stronger. However, the emotions of the consumers are always linked with the communication between the consumers with their favorite brands. In order to have a successful and strong brand building procedure, the Tealure Company must take several factors into consideration (Punyatoya, 2014). The authors present a particular model of communications which mentions about three components. Those components are involving, informing and igniting the consumers regarding that particular brand or product. Ignite means that the Tealure Company must be able to grab the attention of the consumers by presenting bright as well as attractive advertisements. It will further get the consumers love those products (Jit Singh Mann Kaur, 2013). Inform on the other hand refers to the companys ability to impart information to the consumers regarding the products or the brand. In addition to this, the Tealure Company must be able to involve the consumers and make them a part of the company (Menegaki, 2012). Moreover, brand differentiation is also an important part of the strong international brand. The positive emotions that are caused by the company are one of their strongest weapons in the aid of differentiating the brand. Brand differentiation will help the Tealure Company in achieving the competitive advantage, especially in the international market (Mintz Currim, 2013). Activities of Tealure Tealure is a Denmark based tea producing company that aims to expand its business in the country as well as in other areas of Europe. It is a start-up company trying to find its position in the market of the country. The analysis of the market segmentation and marketing mix provides an idea about the struggle that the company need to make to gain entry in the markets of Denmark. In this regard, it can be said that Tealure is involved in various other methods by which it can improve its brand. One of the major activities that are done by the company is the fact that it imports tea from Nepal (Tealure.dk, 2018). The fact that the company has an import deal with Nepal provides a guaranteed good quality of products. This is mainly because Nepal is well known for producing tea leaves. The export to other countries indicates the eagerness that the company has in gaining international standards. The fact that it is an online company makes it difficult for it to interact with customers on a face-to-face basis. The face-to-face communication with the customers is required in order to gain instant feedback and for ensuring a proper promotion of the products (Hassan, Craft Kortam, 2012). It has been seen that despite the lack of physical stores, the company makes efforts to maintain interaction with the customers. This is done by providing questionnaires to the people residing in the neighborhood. The feedback helps the company to continue its segmentation of the product and ensure that the best quality is delivered to the customers. According to Dibb and Simkin (2016) one of the best ways by which customers can be kept in the loop is by creating fan pages in social networking sites. In the modern day, contents are developed in the Instagram and Facebook pages so that interaction with the customers can be maintained. Tealure adopts these policies to expand its market and create brand awareness for the company. Another important activity that the company is a part of is the tea tasting and demonstration campaign. This is important, as the quality and taste of the tea are important for gaining the satisfaction of the customers. In the words of Kotler (2015), in order to understand the success that a particular product may endure in the market, it is important that a company analyse its products. The tea tasting activity that Tealure adopts involves the promotion of the quality of tea that it manufactures. The fact that the company has a poor financial position provides less opportunity for it to be involved in promotional activities. Recommendation Based on the analysis of the company, its marketing segmentation and marketing mix, it can be said that to succeed in the international market, it is important that Tealure undergo certain changes in the company. These changes can help the company be recognized in the market of Denmark as well as the target countries in which they intend to expand. One such recommendation that can be provided is based on the market segmentation of the company. It has been seen that Tealure aims to expand its business in countries in other parts of Europe. Hence, the United Kingdom can be one such country in which it can be involved in exporting of tea. This is mainly because the United Kingdom is one of the major tea-drinking countries in Europe. Exporting tea in that country can help the company gain a reputation and improve the brand image. It can help Tealure to get the exposure it requires for recognition in the international market. Another recommendation that can be related to the company is the variety of products. Although it is seen that Tealure provides varieties of black and green tea, the introduction of coffee can help the company explore new areas. This is because coffee is as famous as tea in Europe. However, it is to be noted that the coffee beans are freshly picked so that it does not provide any type of hindrance to the quality of service. The price set for the products by Tealure is reasonable and can be purchased by every people. However, it is also necessary that the company make adequate changes to the prices. It can be beneficial for the company to understand the needs of the people. People use the product sold by Tealure all across the globe on a regular basis. It is considered as one of the most refreshing beverages. Hence, it is necessary for Tealure to maintain low prices so that people with a medium standard of living can purchase the products online. This is even more necessary for Tealure as it lacks any physical stores and opportunities for bargaining with the prices do not exist. In the light of this statement, Tealure can consider adopting a store for selling the products. This can help the company to gain more customers as most people prefer to shop by visiting the stores. This can provide opportunities for the company to interact with the customers directly. However, to do so, it is necessary for the company to be located in a commercial place. It is seen that the products are sold all over Denmark on an initial basis. Hence, it will be to the advantage of the company if the physical store is situated in the capital city along with branches in other cities. In order to do so, it is necessary that Tealure develop more revenue by the proper sell of the products. Conclusion Thus, after the completion of the topic, it can be said that Tealure is a start-up company that has potential to succeed in the international market. The type of products that are sold by the company is a common item. The point at which the company excels is the fact that it imports its product from Nepal. Such an action is indicative of the urge to grow in the international market. However, the financial condition of the company may play a role in preventing the company from progressing at the initial stage. This can be solved with the proper use of marketing strategies so that the product can be promoted easily in the market. The fluctuation in the tea market of Denmark is another cause for less revenue of the company. 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Stem Cell Essay Example

Stem Cell Essay Cells that can differentiate into various cell types are called stem cells and include embryonic stem (ES) cells and adult stem cells. Because ES cells can become a new organism or can differentiate into any tissue type, they are said to be â€Å"totipotent.† Adult stem cells, on the other hand, because they cannot (as far as we know) become any type of tissue, are said to be â€Å"pluripotent.† For example, bone marrow stem cells can become red blood cells, T-lymphocytes, or B-lymphocytes, but not muscle or bone cells. Nerve stem cells can also become different types of nerve tissue. Stem cell research attempts to engineer tissues from the bodys stem cells to replace defective, damaged, or aging tissues. In 1998, scientists were able to grow human ES cells indefinitely. Since then, researchers have conducted stem cell experiments on mammals and have had some success in repairing spinal chord injuries in mice. Because scientists cannot use federal funds to conduct research on embryos, private corporations, most notably the Geron Corporation, have funded ES cell research. Geron, in anticipation of potential ethical concerns, appointed its own ethics advisory board (Lebacqz et al. 1999). The Clinton administration sought to loosen the interpretation of the ban on embryo research to allow the government to sponsor research on the use of ES cells once they were available, but not on the derivation of those cells; it is unclear how the Bush administration will react to this idea. President G. W. Bush had made the decision to allow use only of about 60 existing cell lines, and not the production of embryonic cell lines specifically made for the purpose of use for stem cells. (Kant Patel, Mark Rushefsky, 2005) We will write a custom essay sample on Stem Cell specifically for you for only $16.38 $13.9/page Order now We will write a custom essay sample on Stem Cell specifically for you FOR ONLY $16.38 $13.9/page Hire Writer We will write a custom essay sample on Stem Cell specifically for you FOR ONLY $16.38 $13.9/page Hire Writer Most of the stem cell procedures proposed to date would use the ES cells from embryos created by couples in fertility clinics. In the United States, thousands of embryos are discarded each year because IVF couples cannot use all of their embryos. A couple may create 300 embryos in an attempt give birth to one child. Another approach to stem cell research proposes that researchers create embryos for scientific and medical purposes. This approach, known as therapeutic cloning, or somatic cell nuclear transfer (SCNT), involves transferring the nucleus from a cell in a persons body into an enucleated egg. The ES cells from this new embryo would match the tissue in the persons body, thus avoiding the potential tissue rejection problems that could arise in stem cell therapy. The potential of stem cell research is enormous, because so many diseases result from tissue damage. Stem cell research could lead to advances in treating paralysis, diabetes, heart disease, pancreatitis, Parkinsons di sease, liver disease, arthritis, and many other conditions. The main objection to this promising research has to do with the source of ES cells. ES cells can be obtained from aborted embryos, embryos remaining after infertility treatments (IVF), embryos created solely for research by IVF techniques, and from SCNT techniques (i.e., therapeutic cloning). To obtain ES cells, therefore, one must either create embryos that will be used, manipulated, or destroyed, or one must obtain embryos leftover from infertility treatments. But here is where the abortion debate resurfaces, because these techniques would involve treating embryos as mere things or objects and would not give embryos the respect they deserve, according to some critics. If one views embryos as human beings with dignity and rights, then one should refrain from ES cell research, because this would be equivalent to using human beings in an experiment without their consent, murdering human beings, and so on. Using embryos from abortions is problematic, according to critics, because this practice can encourage abortions. The NBAC (1999) report on this topic recommends that embryos merit respect as a form of life but that they do not merit the same respect as adult human beings. The NBAC made several recommendations, among them, separating the abortion decision from the procedure to use fetal tissues, and that there should be no payment for fetal tissues. Scientific researchers propose to pursue a particular line of research and often have a preferred direction in which they want to go; they (and their lay supporters) hold that the research may be valuable in its results but do not say that it is morally obligatory; if there are objections to the research on ethical or social grounds, the researchers try to modify their work to respond to the criticism; and if the results prove not to be promising, the researchers move in another direction. (David Magnus, 2006) The morally hazardous form of the research imperative responds differently. The proposed research is called morally obligatory, and it is either said or implied that the chosen research direction is the only or the incontestably superior way to go; its proponents dismiss critics of the research as ignorant, fearful, or biased and make only superficial changes to mollify them; and when the research fails to pan out or is slow in coming, they take that fact to show that more research money is needed or that ethical hand-wringing and groundless anxieties have stood in its way. Strikingly, for all the hostility it generated, research on violence in particular and on behavioural genetics more generally has not relied on the moral imperative language even though its supporters believe it can be of great value. At the same time, the researchers have been sensitive to the main line of criticism, that the research results can be misused, and they have been quick to object to media distortions or the excess enthusiasm of some of their colleagues. The flavour changes with fetal cell, embryo, and stem cell research. The scientific claims grow more extravagant, the moral language rises to the highest register, and objections to the research are mainly explained away rather than being taken seriously. â€Å"Therapeutic cloning (or cell replacement by means of nuclear transfer) is a new medical technology that has the potential to transform medicine †¦ this research is not only ethically permissible but imperative.† (Robert P. Lanza et al., 2000) The National Bioethics Advisory Commission held that â€Å"research that involves the destruction of embryos†¦is necessary to develop cures for life-threatening or severely debilitating diseases and when appropriate protections and oversight are in place to prevent abuse†.   (National Bioethics Advisory Commission, 52) The implications of that sentence are that no other line of research can be fruitful, and that there is no abuse in destroying embryos. But the former claim is excessive, and the latter at the very least contestable. That same report did say that, in a broad way, the potential benefits of research are not necessarily sufficient to morally justify it, and that limits on science are sometimes necessary. But it did not set many limits to this kind of â€Å"necessary† research, at least none that will hold up in a serious way. â€Å"Imperative† is inappropriate language to use in seeking public money to carry out embryonic stem cell research; it is even less appropriate to use as a moral trump card to beat down ethical objections. A British physician and medical editor, Richard H. Nicholson, noted how, in Great Britain, the director of the Wellcome Trust claimed that 10 percent of the population would benefit from stem cell research. He added that, â€Å"however outrageous the claims, government ministers and members of Parliament alike believed them†¦ the wider risks to societal beliefs about the value of human life, if one devalues the embryo, were hardly considered.† (Richard H. Nicholson, 2001) The same has been true in the United States, with excessive hype for the research (few informed scientists and enthusiastic ethicists or legislators urged caution in evaluating the claims), and a campaign to discredit opponents—and nothing could do that better than calling them the â₠¬Å"religious right.† As the hostilities that developed in response to the XYY controversy and the development of the field of behavioural genetics demonstrated, a fear of the misuse of scientific knowledge has marked many of the debates. An objection to human cloning is not simply that it could deprive a cloned person of his own genetic identity, but also that it will move even further in the direction of â€Å"boutique babies† and the dehumanization of procreation. The social implications of research are surely worthy of consideration, and relevant in judging its value, two qualifications are in order. One of them is that it is difficult to know whether imagined social implications will in fact turn out to be true; and the other is that the way we deal with the implications—even if they come true—may make a great difference in their eventual social impact. The massive use of prenatal diagnosis in India to eliminate unwanted female children could not easily have been foreseen, for ex ample, even if some use for that purpose could be. Looming over these two qualifications is a still more important question: how are we to measure potential risks and benefits of the research, particularly when the benefits are social and not more narrowly medical? Save for historical precedent, if there is any, nothing is more difficult (but not impossible) than trying to predict the social implications of gaining new knowledge or developing new technologies, whether the discovery of electricity, splitting the atom, the invention of the airplane, or the impact of saving lives that once would have ended much earlier. While human reproductive cloning, for instance, does not offers any prospect of benefit to anyone except perhaps under rare circumstances for a tiny minority of infertile couples. But then neither has anyone specified the benefit that cloning will bring to the lives of children. The discussion of alleged benefits is parent-centered, not child-centered. Those critical of behavioural genetics have, by contrast, the historical experience of the ill-fated eugenics movement to cite, and plenty of evidence about the way people can get stigmatized and marginalized by alleged genetic traits or predispositions. Those worries should not be decisive in stifling any and all behavioural research, but they do offer an empirical base for concern about the harmful potential use of the knowledge, and a strong incentive for the researchers to take great care in describing the meaning and value of their research. Of course most researchers try to handle their findings cautiously and articulate them sensitively to guard against their misuse. But there is no way, finally, for them to control what others do with the knowledge or techniques they develop. That is a good reason to be cautious and realistic—cautious about potential harms yet realistic that not much may be done to avoid some of them even with the best will in the world. But the potent ial for misuse of otherwise valid research, conducted for serious reasons, does not in itself provide adequate grounds to stifle it. The safety of a proposed line of research raises related problems. To this day many recall the worries about safety that marked the early work on in vitro fertilization. The theologian Paul Ramsey was one of the most eloquent writers on the danger that such research posed for any child so procreated. But when baby Louise Brown was born in 1978 and developed in a normal and healthy way, those worries were blown away in an instant, even though the researchers never did reveal how many missteps it took to get to Louise Brown. The failure of recombinant DNA research to produce any flagrant safety problems for the researchers or the general public in the 1970s was, as indicated above, taken as a cautionary tale by many scientists about the damage done by taking private worries to the public. It was hard not to recall those incidents when NBAC called for a five-year moratorium on human cloning research solely on the grounds of a threat to the health of children so cloned. Possible harms are easy to project but their chances of materializing are not. Moreover—to recall another feature of the early IVF research—in the early 1970s when the researchers clearly realized that there was a great deal of opposition to their work they went underground; or, more precisely, they continued the research but released no preliminary findings or did anything else to call attention to their work. If they were betting that success would silence the critics, it was a bet that paid off handsomely. Will anyone be astounded to hear, a few years from now, that researchers working in the private sector, free of bans, have managed to clone a healthy child—and that the failures along the way (or likely to occur later) will not be revealed? Since there is no known social benefit in reproductive cloning, even if successful, there is no warrant for running any of those risks. Humanity in the past has produced many evils and still does into the present. The absence of human reproductive cloning does not appear to be the cause of any of them. Hence, the social risk of research that might change basic human institutions for the worse in order to gain small, very small, social benefits—in this case procreation—is worthy of the most careful attention. It is also the most difficult kind of assessment to carry out, if only because—as history has amply shown—nothing is much harder than judging the long-term consequences of new knowledge. Yet it is important to attempt such assessments, and a fine research project would be to see if some sophisticated methods. (Glenn Mcgee, Arthur L. Caplan, 2001)

Tannery Industries in the Hajaribagh Area and Its Impact on the Urban Form and Morphology Essays

Tannery Industries in the Hajaribagh Area and Its Impact on the Urban Form and Morphology Essays Tannery Industries in the Hajaribagh Area and Its Impact on the Urban Form and Morphology Essay Tannery Industries in the Hajaribagh Area and Its Impact on the Urban Form and Morphology Essay Hazaribagh is a densely populated unplanned area of Dhaka city where about 185 leather processing industries have been operating and discharging solid and liquid wastes directly to the low-lying areas, river and natural canals without proper treatment. For this unsympathetic development of the city urban living environment is deteriorating and becoming unlivable. Hazaribagh area is an unplanned area where leather processing industries have begun to develop from 1950s. Due to the rapid expansion of these industries since 1950s and their untreated toxic effluent discharge, it has a measurable impact on the living environment of this area. The regulatory measures are not that much practiced to restrict pollution. So the contamination level has reached to a level that the citizens are suffering from different pollution related problems. A detailed level policy frame work and planning implication is essential for the development of the area and for ensuring livable environment. To assess the environmental degradation of heavy metals of water samples, heavy metals and organic carbon content of sediment were analyzed by many project works and thesis. This study is based on secondary source materials and is focused on how these tannery industries evolved in this particular place? Why it has emerged so rapidly? And what impact it has been extending to the surrounding zones especially on the forms and morphology of the neighborhood. TABLE OF CONTENT 1. Introduction4 2. Objectives and scope of the Study5 . Methodology5 4. History of Tannery Industry in Bangladesh6 5. Hazaribagh Tannery in Dhaka City6 6. Hazaribagh Tannery: Impact on the form and morphology in Surrounding Environment 8 6. 1Houses and Residence of Hazaribagh Tannery9 6. 2Road Network and Drainage System of Hazaribagh Tannery10 6. 3Locations of Industries11 6. 4UNIDO environment Programme 12 7. Findings and Analysis12 7. 1 Socio economic condition of surrounding area13 7. 2 Physical condition of sur rounding areas14 7. 3 Biodiversity and Pollution14 8. Tannery Relocation and Settlement of Hazaribagh Tannery and15 Redevelopment of Hazaribagh Tannery Area 9. Recommendation and Conclusion19-21 10. References 22 1. Introduction Tanneries are the oldest industries in Bangladesh of which 95 percent are concentrated mainly in Hazaribagh area of Dhaka city. It is also a potentially rich manufacturing sector in terms of both financial return and social benefits. Hazaribagh with an area of 3. 8 square kilometer is surrounded by Mohammadpur thana on the north, Kamrangirchar thana on the south, Dhanmondi and Lalbagh thanas on the east, Keraniganj upazila and Buriganga river on the west. It is situated on the south-west part of capital Dhaka. The first tannery industry in Dhaka was established hundred years ago. Later on for the higher profit, concentration of industries increased with in a short period of time. This uncontrolled expansion of industrial zone extended its pressure on physical condition of environment and transformed the area to a brown field. It is now very essential to redevelop the site in planned and controlled manner. Due to the rapid growth of populations demand of housing is also increased and urbanization extended to this peripheral zone. The Hazaribagh area has a great mix up of industrial and residential activities. This residential areas has a huge shortage of ancillary facilities. Further more toxic pollutant from the industries is a serious threat for them. The dumping of untreated wastes from tannery industries in Hazaribag, Dhaka is the major source of pollution of Buriganga. The chromium released from the Hazaribag tannery industries has been contaminating the water of the river Buriganga for the last forty-five years. This highly polluted water is spreading various diseases including cancer. A statistics available from the Department of Environment reveal that 95 per cent of the tannery industries have been built in unplanned way at the congested places of Hazaribag during the last fifty years. At present during the peak monsoon about 21 thousand and 600 cubic meters of liquid toxic wastes are dumped daily into the river Buriganga from the 185 tannery industries of Hazaribag. There is no alternative way to dump this liquid toxic waste at the time of continuous production of tannery industries. Unfortunately a recent observation of Hazaribagh clearly shows an active decay and destruction primarily attributed to unplanned growth and poor maintenance. This area now appears no more than an inner city unhygienic environment. Technical compatibility is necessary to improve the houses and the community with certain policies. An architect is one who has the socio cultural consciousness, technical assistance, historical knowledge and moreover intuition by which he can foresee the befitting three dimensional redevelopment of an area. As a student of architecture, the main concern of this study is to propose the Community a guideline for healthy living environmental keeping the unique fabric of the area with cultural and historical consciousness. 2. Objectives and scope of the study The study area has been selected here for investigation as an important and ensitive part of the Dhaka city which is associated with very hazardous environment. The major objectives of the study are: To improvement the accessibility these areas by providing a sustainable living environment. To revitalize their living standard and to improve social awareness. To identify of social infrastructure, and environmental condition of Hazaribagh tannery area to minimize those problems. In this study at first the paper describes the his tory of the tannery industry in Bangladesh as well as the background on the Hazaribag Tannery. Based on that, this paper analyses some findings of Hazaribagh tanneries and its impact on the form and morphology. This paper than addresses some means and ways to overcome the problem for better living in that area. 3. Methodology The study is based on relevant literature review, their analysis and cross–checking of the situation with field level observation and discussions. 4. History of Tannery Industry in Bangladesh From 1800 to mid 1960 South Asian used the vegetable tanned crust, a non-polluting tanning process which worked well as an environmental friendly process. The process was introduced in Bangladesh in the late 1940s. At first tanneries emerged in the Hazaribagh of Dhaka and Chandgao of Chittagong. This business was dominated by the Indians. Soon Pakistani entrepreneur replaced the Indians. After independence of Bnagladesh in 1971 changes took place in every sector and the Leather industries were not beyond it. In 1972, Tanneries Corporation has launched by the Government to make this sector more profitable. Afterwards a powerful committee was formed by the EDB (Export Development Bureau) to earn more foreign exchanges. In 1977, the Government imposed an export duty on wet blue leather which forced the industry to covert crust and finished leather into value added leather products. Many joint ventures took advantage of the Promotion and Protection Act of 1980 which brought a large amount of foreign investment to Bangladesh and the leather industries in Bangladesh flourished. 5. Hazaribagh Tannery in Dhaka City Hazaribagh, Dhaka’s biggest leather processing industrial zone, is in the middle of one of the most densely populated residential districts. Its industries freely dump untreated toxic waste directly into the low-lying area, river and natural canals. According to the Department of Environment (DoE), nearly 22,000 cubic metres of untreated and highly toxic liquid waste is discharged by the tanneries every day into the water bodies including the River Buriganga, the lifeline of the capital. Aquatic life forms of the Buriganga are seriously threatened. Residents in Hazaribagh area have been complaining for a long time that the tanneries spread bad odor and pollute the air beyond tolerable limits. pic] Dhaka city map In the Hazaribagh area processing of animal hides is done by the deadly chemicals. This work involves soaking the skins in chemical-mixed water, liming and de-liming, scrapping off meat and fat and removing hair from rawhides, and finally tanning. And all this is done with bare hands. Every day workers are exposed to poisonous chemicals like chromium, sulphur, manganese, copper compound, lead and many more. Accord ing to experts, the dangerous mixture of chemicals, acids and dyes used in the tanneries are extremely hazardous to human body. Surrounded by high walls and with very little ventilation, the air inside the factories is suffocating with fumes, heat and odour of chemicals. While large factories have some facilities, the condition in smaller factories is deplorable. 6. Hazaribagh Tannery : Impact on the form and morphology in surrounding environment The leather industry sector, which is the fourth largest foreign exchange earner of the country contributing about six per cent of total export earnings, produces 150 metric tons of solid waste every day contaminating the environment and water of the metropolis. 9 per cent of the total wastage comes from processing of hides and skin, and accumulates in the swamp-sludge and the part of the solid waste is collected by the Dhaka City Corporation (DCC) and taken to landfill sites. A woman sits with her child on the threshold of her shack in a bamboo slum. Her home is built directly over a pool of chemical waste from a nearby tannery plant which processes animal hide to m ake leather. The only way she and her children can get out of their house is by wading through the toxic water Sewerage and garbage infrastructure is poorly developed in Dhaka and it is estimated that only 18% of domestic sewerage enters the sewerage systems. Al. Highly toxic water released from Hazaribagh Tanneries accumulating in the low-lying areas inside the city’s protected embankment has been diverted into the adjacent water-retention points in the Mahammadpur slum areas. During heavy rainfall or in flood, the toxic water enters into thousands of houses. The area has been used as a dumping place for tannery waste for many years. 6. Houses and Residence of Hazaribagh Tannery The residents of the citys western part continue to suffer from the adverse effects of pollution caused by some 200 tanneries in Hazaribagh and surrounding areas. The dreadful stink of the tannery district can be smelt from miles away the residential areas like Rayerbazar, Jhigatola and parts of Dhanmondi. Even the fumes emitted by tanneries often damage their gold and silver ornaments and affects home applia nces such as TV, fridge, computer and air conditioner systems. Foot path and the adjacent area of Hazaribagh Tannery The tanneries discharge the effluents and wastes into the river system causing a large area of acid sludge alongside the flood protection embankment and the liquid wastes are dumped in the river through a flood control regulator-cum-sluice gates. During monsoon months, the flood protection embankments protect Dhaka from heavy flooding while making it difficult to flush-out waste water, thereby creating environmental hazard. During the dry season the waste water is flushed out into the river causing pollution of the river water and affecting the aquatic flora and fauna. The dumping of the solid wastes is seriously affecting the soil and plants, besides vitiating the air, groundwater and human health etc. The water quality of the river Buriganga during wet season and dry season are heavily polluted so that dissolved oxygen in the river water is found to be nil during the dry season and no aquatic animals can live in this condition. Most of the waste effluents are subjected to natural decomposition in the environment, causing serious pollution problems affecting soil, water, air and human life. Stressing the need for treatment methods to combat pollution including segregation of processed waste water, sedimentation, neutralisation and biological treatment, about half the tanneries apply some kind of solid waste reuse, while 90 per cent of the finished trimming wastes are used by the local shoemakers in and around the Dhaka City. Chemical analysis suggests that tannery wastes are characterised by strong colour, high biochemical oxygen demand, high pH and high dissolved salts. Disposal of these wastes into water course or onto land, with or without prior sedimentation, creates a great problem in the environment in the vicinity. So, it has become essential to treat the waste to a certain degree prior to its disposal. 6. 2Road Network and Drainage System of Hazaribagh Tannery At present, the existing sewage outfalls, the sewage lift operations consisting of 16 pumps and local residential drains are not adequate to properly and efficiently remove all the waste products generated by the factories and population of the affected area. This is partly a maintenance problem but an nvironmental problem was created by the discharging of wastewater with excessively high solids content and a dangerous level of chromium among other heavy metals and toxic materials. The waste water is discharged into open drains and ultimately finds way onto land surface and into natural waters in the vicinity. The roads are more or less always covered with smoke and dusts. The smoke bas ically evolved from the burning materials of the tanneries and it creates serious havoc there Untreated effluents flow unabated through the drains at Hazaribagh tannery zone leaving the workers exposed to health hazards. The toxic elements also pollute the Buriganga River A clean technology can overcome environmental pollution caused by the tanneries. Physical, chemical and biological cleaning methods for waste water are used in this sector. Physical treatments include mainly screening and primary sedimentation, the only treatment which is provided in most of the tanneries in Bangladesh. Screens are required to remove flashing, hairs and other floating substances. A continuous flow sedimentation tank designed on maximum hourly flow with four hours of detention is found to be effective in 90 per cent removal of suspended solids. However, in most of the tanneries, the fill and draw sedimentation tanks are used and found to be more efficient. But the effluent may be discharged into the sewer chock age. 6. 3Locations of Industries The water in the low lying areas near Hazaribagh, with a direct link to the Buriganga River, is polluted in such a degree that it has become unsuitable for public uses. In summer when the rate of decomposition of the waste is higher, serious air pollution is caused in the whole of Hazaribagh area, including a part of not too far high-class residential area, by producing intolerable obnoxious odors. . 4 UNIDO (United Nations Industrial Development Origination) environment programme An Environment Impact Assessment (EIA) study has carried out by and a Dhaka-based consulting firm selected by UNIDO that has submitted a report. A five-member committee formed by the Ministry of Industries has identified a 7. 5 acre plot of land in a suitable location at Hazaribagh for the construction of the central effluent treatment plant (CETP). A Dutch consultancy firm has been engaged to prepare the engineering requirements to treat the effluent and a landfill for safe disposal of tannery sludge. . Findings and Analysis Wastes generated from the leather processing industries located in the southwestern part of Dhaka, the capital city of Bangladesh, pose serious threat to the environment. Ground water as well as the ecosystem of the area is on the verge of huge pollution making its way to be recognized sooner or later as one of the most polluted City in south Asia due to industrial activities. Untreated sewage water is released into the Buriganga. According to the Environment Department, along with the sewage from Dhaka, up to 40,000 tons of untreated tannery waste is released directly into the river every day. The unregulated operation of such large number of tanneries within a residential area has been identified by many sources as serious threat to the surrounding environment and public health. A study titled Leather Industry: Environmental Pollution and Mitigation Measures conducted by a research organization named Society for Environment and Human Development describes the physical look and smell of the area as frightening, intolerable and horrendous. According to the said study the Hazaribagh area accumulates large quantity of solid and liquid wastes in the low land on the west side that is ultimately pumped out on the other side of the Dhaka Protection Embankment, i. e. , to the river Buriganga. Such unregulated dumping has caused immense harm to the water quality of the river Buriganga and its aquatic resources that call for immediate remedial measures. Rice and wheat were grown in a pot experiment in soils from the tannery area. The wheat showed delayed maturity and stunting growth while rice showed late flowering and maturity with dark green colour. In another experiment it was observed that application of tannery effluents to soils of differing textures resulted in reduction of yield of rice, the research said adding that the adverse effect was more pronounced in light soils than in heavy soils. The effluent was also found to negatively affect performance, nodulation and growth of mung beans (dal). 7. 1 Socio economic condition of surroundings area The water in the low-lying areas near Hazaribagh, with a direct link to the Buriganga River, is polluted in such a degree that it has become unsuitable for public uses. In summer when the rate of decomposition of the waste is higher, serious air pollution is caused in the whole of Hazaribagh area, including a part of not too far high-class residential area, by producing intolerable obnoxious odors. The pollutants of tannery wastes are of inorganic, organic and toxic nature and require elaborate treatment before disposal to prevent physical, chemical and biological pollution of the receiving body of water. The tannery waste with high concentration of dissolved solids, suspended solids, chloride, color, ammonia and very high BOD and COD with no dissolved oxygen is being discharged every day in the receiving water. Extent of this problem shows how horrible situation the corporate bodies of our country can cause. The recent obligation set by the government to move these tanneries to other places in two years time shows how accommodative and least proactive the businesses are in Bangladesh. 7. 2Physical condition of surrounding areas The Hazaribagh tannery complex and other industries, primarily the glue and paint industries located in the same general area, have affected water and air quality in a large poorly drained area locked behind a 9 meters high flood control embankment constructed in 1989-1990 in south-west Dhaka City. Up until the time of embankment construction, the contaminants were washed to the Buriganga River by annual flooding. At present, the existing sewage outfalls, the sewage lift operations consisting of 16 pumps and local residential drains are not adequate to properly and efficiently remove all he waste products generated by the factories and population of the affected area. This is partly a maintenance problem but an environmental problem was created by the discharging of wastewater with excessively high solids content and a dangerous level of chromium among other heavy metals and toxic materials. 7. 3Biodiversity and Pollution There are more than 200 small, medium and large tanneries, the majority of whom produce leather on a regular basis and process more than 180 million sq ft or 74,000 tons of raw hide and skin annually. The peak production level is 400 tons a day which takes place during the Eid-Ul-Azha period. The industry subsequently creates about 106 tons of solid waste, and 13,500 cubic meters of tannery effluent daily, which is discharged into a major river causing irreparable damage to the environment. During peak production levels, the discharge effluent increases to 21,600 cubic meters and the emission of solid waste is about 170 tons per day. The pollution emanating from the tanneries is directly affecting surface water, ground water, the soil and air of the Hazaribagh area. The wastewater discharge from the tanneries is polluting the Buriganga river water and making the water completely unsuitable for any use. Furthermore, the adjoining residential areas are also badly affected by the emission of a bad odour from Hazaribagh. During the dry season, the water quality of the Buriganga and the Turag river deteriorates tremendously due to the low dilution factor. The extent of environmental pollution by the leather industry has been publicised in the countrys media as well as in many foreign media. Many foreign organisations have shown an interest in extending financial and technical assistance by carrying out surveys. Chemical analysis suggests that tannery wastes are characterized by strong color, high BOD, high pH and high dissolved salts. Disposal of these wastes into water course with or without prior sedimentation, creates a great problem in the environment, especially in the river Buriganga. Wastes are not usually treated to a certain degree before it goes to the river. 8. Tannery relocation and Settlement of Hazaribagh Tannery and Redevelopment of Hazaribagh Tannery Area Relocation of the tannery zone from the citys Hazaribagh area to the leather estate at Savar remains caught up in the complex procedures of setting up the central effluent treatment plant (CETP) while the pollution continues to play havoc on environment. Another major obstacle to the relocation project is most of the land and property at Hazaribagh is mortgaged against bank loans. Until the banks release the mortgaged property it would be impossible to shift from there. But still the project sees no headway as various issues remain unresolved. The issue of relocation of the tannery units from the residential areas of Hazaribagh has also been discussed several times at the decision making level of the Government with no concrete result as yet. Losing its beauty and glory, Buriganga is now almost a dead river. There is no high wave anymore. For miles, it contains poisonous and stinky water obstructing the livelihood of the people living and working on its banks. Using its polluted water, the slum dwellers and low-income group people are getting affected by various waterborne diseases. The tannery industry in Bangladesh is expanding, despite the social problem created due to environmental pollution. The quality of liquid waste discharged from these tanneries varies from 10 to 15 gallons per square feet of hides and skins processed. This comprising waste water, organic particular and toxic chemicals is discharged in open drains and ultimately finds its way onto land surfaces and in natural waters in the vicinity. As a result, water, air, soil, shelter and food are getting continuously polluted. There are many hazards associated with the chemicals used in the tanning processes. But the hazards can come out in two ways. One is directly by external exposure or inhalation of the chemicals used and retained, or through the waters of canals and rivers after mixing with the released effluents. Substantial work has been done to study this. But the other way, which is probably not yet studied, is the entering of harmful chemicals into the food chain through the use of solid wastes as feed staff. This is a recent phenomenon happening at large extent for the last several years. The pollutants of tannery wastes are of organic, organic and toxic nature and require elaborate treatment before disposal to prevent physical, chemical and biological pollution of the receiving body of water. The tannery waste with high concentration of dissolved solids, suspended solids, chloride, colour, ammonia etc. is being discharged every day in the receiving water. pic] Hazaribagh Leather Industry and Slums in Dhaka A clean technology can overcome environmental pollution caused by the tanneries. Physical, chemical and biological cleaning methods for waste water are used in this sector. Physical treatments include mainly screening and primary sedimentation, the only treatment which is provided in most of the tanneries in Bangladesh. Screens a re required to remove flashing, hairs and other floating substances. A continuous flow sedimentation tank designed on maximum hourly flow with four hours of detention is found to be effective in 90 per cent removal of suspended solids. However, in most of the tanneries, the fill and draw sedimentation tanks are used and found to be more efficient. No appreciable reduction of dislodged solid, biochemical oxygen demand, chemical oxygen demand, colour and chloride can be achieved in the physical treatment process. But the effluent may be discharged into the sewer chockage. The key targets which are identified for reducing environmental impact of leather processing are replacement of chromium, more efficient use of chemicals, sulphide-free unhairing, possibly with hair recovery, utilisation of wastes, reuse of water, odour control, solvent free finishing and N-free delimiting. Todays tanners, experts say, are not only hard-pressed by the high costs of compliance with increasingly restrictive environmental legislation, but are also faced with a confusion of competing claims for alternative clean technologies. A practical database is required that would enable the tanner simply and rapidly to shortlist the most appropriate technologies for his specific needs, with the aim of minimising the costs. It would be essential for the tanner to be able to identify existing users of the technology and independent leather experts, as well as the manufacturers or inventors, whom the tanner could then separately consult. The database should give an indication of the level of development of each technology and its extent of use, since systems inevitably range from those just at research and development (RD) stage to well-established technologies in widespread use. This study also recommends building of appropriate waste treatment plants for neutralizing harmful chemicals before disposal of the waste into the environment and called upon the government to fix a legal limit value for discharge of tannery effluent to surface water. Hazaribagh tannery industries are situated in the midst of a densely populated residential area surrounded by slums, and the area is one of the worst polluted areas in Bangladesh. Its total land area is 25 hectares and this zone is categorized as Red zone according to the Department of Environment, where the morbidity rate is highest in the world. The effluents contain dissolved arsenic, sodium sulfate, lime, acids, salts, dyes, oils, suspended solids, organic matters and heavy metals like chromium, lead, etc and a study showed that very high accumulation of chromium (15,000 mg/kg of sediment) at the topsoil upto a depth of 3m in Hazaribagh area and very high concentration of chromium of about 4000 mg/L has been detected in tannery wastewater. To protect the urban environment of Dhaka City and by recent directives from High Court, Bangladesh Government has decided to shift the tannery industries from Hazaribagh area to Savar. The works for shifting the industries have already started. The dismantling area will be a real Brownfield, which would need proper investigation of the extent of pollution and to formulate guidelines for the remediation of the contaminated lands with respect to country’s socio-economic context for sustainable urban development in this area. In future, the area will be used for residential, commercial and recreational purposes. The presence of potentially contaminated sites in urban areas may cause potential threat to human beings, causing both surface and groundwater ollution by toxic, inorganic and organic substances. The aim of this research project is to reclaim urban polluted sites in Dhaka City by means of demonstration of the technical and economic feasibility of innovative soil remediation technologies. The action will be focused on the demonstration, by means of pilot experiences, of the technological and economic feasibility of innovative soil remediation technologie s for the reclamation of polluted soils in Hazaribagh Tannery area and Tejgaon Industrial area in Dhaka city. The remediation of soils in urban polluted sites will promote land-use management, the integration of new socio-economic activities in these urban areas, reduce the human exposure to toxic pollutants, promote a sustainable urban planning of these zones and contributing at the same time to quality of life through a more sustainable development of the capital of Bangladesh. 9. Recommendations and Conclusion Dhaka has been growing haphazardly due to lack of appropriate planning. The study area is very important and sensitive part of the Dhaka city which is associated with very hazardous with environment as well as community. The study of this project recommends the following: Redevelopment of the land of Tanneries with appropriate planning principles and development with adjoining areas. With the help of the appropriate authority and some developers the total land area may be redeveloped so that it can be habitable. Max uses of the site can be as green space for eco friendly environment. In Dhaka most are the places are not echo friendly and are quite densely populated so the proposed area may be made more eco friendly. Improvement of accessibility of these areas by providing a sustainable living environment. At present the accessibility in the Hazaribagh area is quite difficult this need to be improved a lot for better living. Revitalize the living standard improvement of social awareness of the local people of that area. The social awareness of the local people is also very important for better living it is most important to develop the social awareness of the people. Conserving some old buildings for important functional purpose. This can be done by transform it an attractive urban community space of urban civic life which could act as a hub to link the old the new parts of Dhaka. The countrys 220 tanneries, mostly located in Dhaka, are releasing a large quantity of toxic waste at the time of processing of leather, causing a severe environmental pollution. The pollution is seriously affecting the livelihood of some 0. 1 million people in and around the Hazaribagh area of the capital city. Some 194 of the tanneries are now housed in the citys Hazaribagh area, which is on the brink of an environmental disaster. There is no denying that most of the urban-based industries in Bangladesh pollute environment. Of them, tanneries do the extreme damage. Most of the tanneries are located in urban areas and their relocation outside the metropolitan city has not been done. It is essentially a by-product industry utilising hides and skin from animals raised primarily for their meat. In Bangladesh, the tannery solid wastes are converted to protein-concentrate to be used as poultry feed, fish feed, and in production of organic fertilizers. Over the last several years it is a common phenomenon in the largest tanning area of the country, the Hazaribagh tannery area at the south-east part of Dhaka city. One of the major concerns of these activities is the heavy metals, especially chromium, used in the tanning processes. Tanneries in the citys Hazaribagh area discharge some 21,600 square meters of liquid wastes everyday. These harmful wastes, including chromium, lead, sulphur, ammonium, salt and other materials, are severely polluting the capital city and the river Buriganga. No body knows how much harm and potential carcinogen diseases will occur to the slum inhabitants. There is no warning from the Government or aid giving agencies or their representatives. This is the vicious circle that the poorest groups are the worst victims of the foreign currency earning schemes. As per the directives by the High Court to the government on relocation of the tanneries from Hazaribagh area to Savar in eighteen months time. We were nothing short of happy when the Prime Minister had announced quite a while ago her governments decision to relocate the tannery plants from a densely populated area to a more suitable exclusive zone. But sadly it has so far remained a declaration of intent only and a mere announcement. The agencies concerned have made little headway in relocating the tannery industry. As the tannery industries in Bangladesh are well established, they cannot be shifted without enormous losses. However, efforts are in progress to shift the Hazaribagh tanneries to a suitable place in Savar, yet, at every stage of leather processing, clean technology must be applied. When new industries are set up, clean technology will have to be followed for protecting the environment. The present situation suggested that the relocation of Hazaribagh tanneries may take several more years to be completed since the authorities are facing various complications regarding land acquisition, setting up an Effluent Treatment Plant (ETP), and due to reluctant tannery owners. With the prolonged delay in implementing the Tk 1. 5 billion Dhaka Tannery Estate Project (DTEP), the Buriganga River and millions of residents in the western part of the capital are set to face renewed onslaught of toxic emissions in the coming years. But due to sluggishness, non-awareness and ignorance by the countrys policy makers about tannery pollution, especially the ministry of environment and forest, environmental pollut ion by the tanning industry has continued since 1972. The environmental condition in the Hazaribagh tannery area is deteriorating but the government did not give the area the urgent environmental protection it needs. Considering the state of the environment presently prevailing, and the unbearable pressure and rapid urbanization, environmental education in Bangladesh is a crying need of the hour. Social and ecological changes today take place rapidly and affect more and more people. Environmental education can help a person in understanding these changes and provide necessary skills for adjusting them. In the above light, it is evident that the promotion and enhancement of environmental education throughout Dhaka City can help people become aware of the preservation of environment. 10. References 1. M. Azizul Islam Kazi and M. Shahidul Islam, 2006, Heavy Metal Concentration in Tannery Solid Wastes Used as Poultry Feed and The Ecotoxicological Consequences; Department of Soil, Water and Environment, University of Dhaka and Analytical Research Division, BCSIR Laboratories, Dhaka. 2. Mamun, Muntasir, 2003, Dhaka Samagra, Anannya, Dhaka. 3. Spreiregen, Paul, D. , The architecture of towns and cities, McGraw-Hill Book Company, London. 4. Mamun, Muntasir, 2004, Dhaka, 4th edition, Anannya, Dhaka. 5. DMDP, 1995, Structure Plan, Master plan and detailed area plan for Dhaka city, (volume-1), Dhaka. . DMDP, 1995, Structure Plan, Master plan and detailed area plan for Dhaka city, (volume-2), Dhaka. 7. Haque, Dr. , Sirajul and Sultana, Dr. , Sakila, 2002, Atlas of Urban Geography, Dhaka. 8. Chowdhury, Islam, Qamrul 1999, State of Environment Report 1998, Forum of Environmental Journalists of Bangladesh (FEJB). 9. Sarker, N. , C. and Khan, A. , U. , 2005, Health care facili ties of tannery workers in Hazaribagh Area, Dhaka, Bangladesh. 10. Ahmed, Rukanudin, 2005, Existing Environmental Status of Hazaribagh, Dhaka, Training Institute for Chemical Industries, Narsingdi. 11. cas. net, Dec. 19, 2008. 12. atimes. com, Nov. 02, 2008. 13. elaw. org, Dec. 18, 2008. 14. independent-bangladesh. com, Dec. 18, 2008. 15. who. int, Nov. 24, 2008. 16. worldbank. org, Jan. 07, 2009. 17. flonnet. com, Nov. 16, 2008. 18. The Daily Star, Published on: Nov. 30, 2008. | | | | | 22 momenunnessa student id: 1008012018 course title: urban design practices