Marketing Plan For an EU Destination Aimed at Penetrating a Market - Free Essay Example

Write a marketing plan for an EU destination (excluding the United Kingdom) aimed at penetrating a market that that is not currently the main market for the destination. Marketing Portugal to the North American market Introduction Portugal is a major tourist destination in Europe, with the capital of Lisbon attracting more tourists than any other European city aside from Barcelona and other tourist areas in the country such as the Algarve and Porto also attracting significant numbers of tourists. However, the tourist industry is still dominated by British, Spanish and German tourists, who make up the majority of the tourists in the country thanks to the prevalence of low cost airlines in Europe (Portugal.org, 2009). This is in spite of the fact that Portugal has around 220 days of sunshine each year, some of the best golf courses in the world, and a unique culture and gastronomy. As such, this piece aims to develop a marketing plan to attract more tourists from North America, specifically the United States and Canada, to visit Portugal. This will be achieved via an analysis of the nature of the environment around the Portuguese tourist industry the rationale for focusing on North America and the specific offerings and competitive advantage possessed by Portugal. These analyses will be used to create a marketing plan, including strategies, tactics and control mechanisms. The marketing plan will utilise available secondary data, as well as identifying and applying any relevant theories. The business environment and the risks, threats and opportunities facing the country Tourism is now of significant importance to the economy of Portugal, with the service sector now having surpassed manufacturing and agriculture as a key source of income for the country (Portugal.org, 2009). This growth in importance in Portugal has been mirrored in a significant overall growth in the market for tourism around the world, which offers many countries the chance to capitalise on their natural resources. However, thus far Portugal has been unable to truly harness these opportunities, as it faces significant challenges in opening up its appeal to a wider demographic segment. This is because Portugal is largely characterised as being purely a beach destination, giving the country limited competitive standing in the global market (Yasin et al, 2004). Another critical issue in the business environment is the drive towards environmental quality and the sustainable development of tourism. This is placing increasing pressure on countries to preserve their natural capital a nd balance growth with the potential impacts of tourism (Videira et al, 2006). As such, any attempt by Portugal to develop its tourism industry into more areas will need to consider the environmental impacts, and the effects which this will have on the countrys standing as a tourist destination. In addition to this, the global tourism market has faced downward pressure from issues such as SARS and international terrorism, making it difficult to attract tourists from a wide range of markets. This has further increased the demands for quality management and product differentiation; as well as significant market diversification. Costa (2004) argues that this increases the demands on human resources in the industry, and that significant training and development is needed to ensure that Portugal meets the expectations of tourists in the future. Rationale for the selection of the market chosen as the focus for expansion The main rationale for choosing the North American market is that tourism plays a vital economic role in Portugal, due to its geographical location and the favourable weather conditions it experiences (Soukiazis and Proenà §a, 2008). As such, the economic success and growth of the country is strongly linked to the overall growth in per capita income from tourism, which will help bring the Portuguese economy up to the level of its EU peers. However, Soukiazis and Proenà §a (2008) argue that tourism can only be use to stimulate economic growth if the supply characteristics can be improved to bring in a wider range of more affluent tourists. This implies that any expansion of the country to attract other tourists should focus on major markets, where the population is sufficiently affluent to make an incremental contribution. As a result, North America is a natural choice due to the high levels of per capita income enjoyed by the United States and Canada. In addition, the fact tha t tourists from North America would need to take a fairly expensive transatlantic flight to reach the destination means that they are likely to stay longer and spend more in the country to maximise their experience. This will make them more valuable than many European tourists who use budget airlines and stay in cheap lodgings for short breaks. In addition, Lisbon has transatlantic connections with many major US cities, and English is widely spoken as a second language in Portugal, making it easier for North American tourists to visit and enjoy the country (Portugal Economic Studies, 2007). Products and services offered by the country, and their relevance to the selected market Portugal has significant products and services on offer, many of which are quite unique in Europe. The country has consistently high levels of sunshine, offering beach holidays, but also has a well preserved rural atmosphere and natural beauty, which will appeal to people from major North American cities eager to see some traditional European culture. In addition, Portugal has many natural thermal baths and medicinal spring, which makes it an attractive destination for tourism for health purposes (Portugal,org, 2009). This could also appeal to older people in North America or those who are concerned by recent health issues such as obesity and wish to improve their health. Finally, the climate in the Algarve region has led to the development of high quality golfing holidays, which is a key service for people looking for a relaxing sporting holiday (Correia et al, 2006). Indeed, the country is ranked as one of the premier golfing destinations in the world (Portugal.org, 2009). The countrys competencies and sources of competitive advantage Aguas et al (2000) carried out a portfolio analysis of Portugal to determine the factors which give it competitiveness and attractiveness as a tourist destination. The results of this study indicated that the countrys main advantage comes from its climate and high quality beaches, indicating that the country is primarily seen as a venue for beach holidays, and this is its main source of competitive advantage. However, correlation and multiple linear regression analyses were also used to examine the contingent nature of many of these factors. This analysis indicated that Portugals position as a major destination for beach holidays was also supported by its status as a more rural and less developed holiday destination, with a culture and cuisine which had not yet been subverted by the tourism industry, giving Portugual a more unique source of advantage to exploit, and also to protect (Aguas, 2000). Further to this, Foreign Affairs journal (2008) also supports the mild climate; hig h quality beaches; and the distinctive Portuguese cuisine as key competencies of the tourism industry in Portugal. This is supported by the fact that Lisbon is a major destination for cruise ships, which provides additional indirect tourism from the passengers taking said cruises. In addition to this, Portugals per capita GDP growth has not kept pace with the rest of the European Union, and is now less than two thirds of the average value for the EU-27 group (Background Notes on Countries of the World, 2008). This acts to make services and some goods cheaper for tourists when compared to other tourist destinations such as Spain, France and Italy, and this has supported significant growth in the tourism sector in Portugal, which in 2008 was much higher than neighbouring Spain (Foreign Affairs, 2008). Aims and objectives for the plan and the setting of future objectives In spite of the competitive advantage possessed by Portugal, Ramos et al (2000) argues that Portugals tourist sector is lacking in clear strategies on issues such as differentiation and market positioning, making it difficult for the country to appeal to specific market segments. This is largely due to dependence on the climate and environmental factors to attract tourists; excessive levels of governmental control; a lack of experience in reaching new markets; and too much dependence on central EU funds for making investments (Ramos et al, 2000). This implies that Portugal is struggling with the first stages of the AIDA marketing model, in that it is failing to obtain the attention or interest of its key market segments (Ferrell and Hartline, 2005). As such, one of the key objectives of the plan must be to obtain a good understanding of the North American market and its key customer segments, and develop differentiated offerings which will appeal to said segments and attract touris ts. This will allow Portugal to obtain more attention and interest from the North American market, which is a key part of the consumer decision making process. Indeed, the evidence indicates that the AIDA model is more appropriate than the other theories for the consumer decision making process, such as the SIVA model (Dev and Schultz, 2005), when considering tourists. This is because tourists are likely to only consider destinations which have attracted their attention, hence product focused models are less likely to succeed. This explains why many destination based tourist marketing advertisements simply focus on putting the destination in peoples minds, rather than attempting to get them to make a decision to visit (Blumberg, 2005). This implies that the main aim of the plan should be increasing the level of attention and interest in Portugal. This can be supported by marketing highlighting the range of facilities Portugal offers, the prices for goods in the country relative t o those in North America, and the ease of access on direct transatlantic flights. Future objectives can then be focused on increasing the absolute volume of tourists coming from North America. Action plan-strategies and tactics for sales, advertising and promotion strategies Given that this marketing plan is simply aimed at penetrating the North American market, and not attempting to dominate it, it is clear that care should be taken to ensure that the promotion is not too aggressive, and establishes Portugal in a positive light, as an aggressive marketing style in inappropriate for destination marketing (Blumberg, 2005). As such, strategies and tactics for sales should be based on developing relationships with US based travel agents and airlines and incentivising them to promote Portugal as an alternative destination to other major holiday destinations, whilst not being too aggressive. This could be supported by negotiating discounted deals with hotels and accommodation for transatlantic passengers to increase their cost advantages. This promotional strategy can be reinforced by an advertising strategy which attempts to get North American tourists to consider Portugal as a viable holiday destination, perhaps through comparisons with other destinati ons. For example, a comparison could be made between the flight time from New York to California and to Portugal, which should be roughly similar. Favourable climate and sunshine comparisons could also be made with Caribbean destinations, which often experience tropical storms and hence may have less sunshine in some months. Ultimately, the aim of the advertising and promotion strategies will be to get people to consider Portugal as a desirable holiday destination, similar to the other mainstream North American destinations, and also provide discounts which will encourage them to make the decision to visit. This will be supported by the relationships with travel agents. Marketing control plans for evaluation and feedback The main consideration when developing the marketing control plans is that, as Portugal is a relatively new destination for most North American tourists, they will may little expectations of their trips, and hence the marketing plan needs to develop positive and realistic expectations of the destination (Blumberg, 2005). These expectations can be understood through the use of marketing surveys which ask tourists what their expectations were before visiting the country and how their visit lived up to these destinations. This will provide feedback for increasing advertising focus in the areas where expectations were exceeded, and toning down the advertising in areas where it was felt that expectations were not completely fulfilled. The control method could include a short survey distributed to passengers waiting to board their return flights from the airport, however care should be taken not to impose this on the passengers who may be tired. Another critical aspect of marketing co ntrol for destination marketing is that the destination marketing will be carried out by a central body which does not have much involvement in managing the destination itself, in terms of the accommodation, facilities and services (Blumberg, 2005). As such, a key part of the marketing control should involve regular communication between the marketing body and the providers of services to ensure that service providers are aware of the nature of the marketing communications and the marketers are aware of the limitations of the service providers, and hence do not make excessive claims. References 1. A ´guas, P. Costa, J. and Rita, P. (2000) A tourist market portfolio for Portugal. International Journal of Contemporary Hospitality Management; Vol. 12, Issue 7, p. 394. 2. Background Notes on Countries of the World (2008) ECONOMY. Background Notes on Countries of the World: Portugal; April 2008, p. 5. 3. Blumberg, K. (2005) Tourism destination marketing – A tool for destination management? A case study from Nelson/Tasman Region, New Zealand. Asia Pacific Journal of Tourism Research, Vol. 10, Issue 1, p. 45-57. 4. Correia, A. Videira, N. Alves, I. Ramires, C. Subtil, R. and Martins, M. V. (2006) Tourism golf scenarios: The Algarve case. Tourism Hospitality Research; Vol. 6, Issue 3, p. 179-196. 5. Costa, J. (2004) The Portuguese tourism sector: key challenges for human resources management. International Journal of Contemporary Hospitality Management; Vol. 16, Issue 7, p. 402-407. 6. Dev, C. S. and Schultz, D. E. (2005) In the Mix: A Customer-Focused Approach Can Bring the Current Marketing Mix into the 21st Century. Marketing Management; Vol. 14, Issue 1. 7. Ferrell, O.C. and Hartline, M. (2005). Marketing Strategy. Thomson South-Western. 8. Foreign Affairs (2008) The West Coast of Europe. Foreign Affairs; Vol. 87, Issue 2, special section p. 16. 9. Portugal Economic Studies (2007) 2 Macro-Accessibility In Portugal: 2.8 Travel Risks. Portugal Economic Studies; 2007, p. 37-38. 10. Portugal.org (2009) Welcome to Portugal. https://www.portugal.org/index.shtml Accessed 10th March 2009. 11. Ramos, P. Salazar, A. and Gomes, J. (2000) Trends in Portuguese tourism: a content analysis of association and trade representative perspectives. International Journal of Contemporary Hospitality Management; Vol. 12, Issue 7, p. 409. 12. Soukiazis, E. and Proenà §a, S. (2008) Tourism as an alternative source of regional growth in Portugal: a panel data analysis at NUTS II and III levels. Portuguese Economic Journal; Vol. 7, Issue 1, p. 43-61. 13. Vid eira, N. Correia, A. Alves, I. Ramires, C. Subtil, R. and Martins, V. (2006) Environmental and economic tools to support sustainable golf tourism: The Algarve experience, Portugal. Tourism Hospitality Research; Vol. 6, Issue 3, p. 204-217. 14. Yasin, M. Alavi, J. Sobral, F. and Lisboa, J. (2004) A Shift-Share Analysis Approach to Understanding the Dynamic of the Portuguese Tourism Market. Journal of Travel Tourism Marketing; Vol. 17, Issue 4, p. 11-22.

North Korea s Current Day Issues - 1074 Words

When someone says North Korea, what do you think of? Many think of the controversial politics, their controversial leader, or even the controversial movie, â€Å"The Interview.† The majority of people don’t tend to think about the country’s geography, or how North Korea’s history shaped its future. Today’s media tends to focus on the actions of Kim Jong-Un. Politics are a huge part of North Korea, but so are its history, economy and its geography. By analyzing these four features of the country, we can see how they relate to North Korea’s current day issues. (Perfect introduction!) PHYSICAL GEOGRAPHY North Korea is in the northernmost region of the Korean peninsula. A peninsula is a strip of land surrounded by water on three sides. The Bay of†¦show more content†¦(www.worldatlas.com) ECONOMIC SYSTEM The economical system of North Korea is known as a strict command economy. This means that the government is in full control of the market. They determine what goods should be produced, how many goods should be produced, and the price of the products. After the Korean War, North Korea focused heavily on industrial development. This gave them a boost in metal manufacturing. In the modern day, North Korea now focuses on improving their military through heavy government spending. This spending along with other economic setbacks, such as international debt, have North Korea’s economy on a stable decline with short periods of improvement, according to Investopedia. It should also be noted that North Korea is very private when it comes to its economical records since they haven’t released any reliable data on the state of their economy. The statements previously made in this paragraph can’t fully be trusted due to the lack of dependable sources. (www.in vestopedia.com) HISTORICAL OVERVIEW After World War II, Korea was split up into two regions, North and South Korea. 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What Did Greek Architecture Influence Roman Temples Essay

To What Extent Did Greek Architecture Influence Roman Temples Pengnanxi Wang Registration No: 150152532 Of all arts, Roman architecture were the most remarkable and original. Roman architecture took shape in a world that was already dominated both by the substance and idea of Greek achievement. Yet the relationship between Ancient Greek and Rome was not simply one of master to pupil, other cultures were involved as well such as the Etruscan civilization. Undoubtedly Ancient Greek and Etruscan architecture played a significant role in the evolution of Roman Temples, being the immediate predecessors, each with their unique architectural features and techniques. However, there’s also convincing evidence that other factors played a role. These would include the geological location, cultural context, and technological developments that happened within the Roman Empire. 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Water Necessitates Construction Procedures â€Myassignmenthelp.Com

Question: Discuss About The Water Table Necessitates Construction Procedures? Answer: Introducation Structure locale: the shopping centre structure will be located in 87 Northlakes Drive in Cameron Park, New South Wales putting its streetscape between Northlakes Drive, Elanet Avenue and will border the IGA Cameron Park to the west. Only the basement will be below ground and the building will extend to two floors above ground.Entry: the entry location of the shipping centre will be on the Northlakes Drive which is shown in site plan. This is because Northlakes Drive is at a relatively lower risk of traffic congestion compared to Elanet Avenue which has 2 intersections at a distance of less than 100m from each other. Also, it is easier to access with the presence of a roundabout nearby from which vehicles can use to access the site.Exit: the preferable exit location will be on Elanet Avenue which is shown in the site plan. This is because the avenue leads to the nearby roundabout from which clients can disperse to their various directions.Location of Basement: it will utilize the who le plot area so that parking spaces are maximized; the site will have a perimeter with a 2m offset distance inwards in order to ensure utilization of the pathway during and after construction.Soil typeMechanical operations: there will be a combination of natural ground types: soft sandy top soil with some organic matter, medium dense, firm ground fine to coarse sand with fine gravel, medium dense becoming dense grey fine to coarse angular to sub rounded flint gravel with cobbles, and a trace of sand.Strength properties: the larger portion of the ground is closely dense, necessitating a reinforced foundation. A shallow foundation best suits this type of profile.Water tableThe water table, initially 4m deep, rose to 2.5m in a relatively short time of 50 minutes during boring. The reduced level is +28.5m from sea level. This necessitates careful attention to the pumping and drainage of the ground water and water proofing Clear siteVegetation clearing: 10 trees, 11 trees below 0.5m, 7 t rees 0.5 1m.Tree removal: for trees less than or equal to 0.5m is $162 each; for trees 0.5-1m, $162 each. Therefore, the cumulative cost of tree removal is $2916. Methodological Analysis: Mechanical Plants (Fixed Plants): Backacter excavator: The depth capacity of this excavator ranges from 6 to 7m with a possible load haul rate of 40 cycles per hour making the giving it a possible excavated volume per hour of between 4-72m2. It operates by picking soil from above it, reaching soil below it, at the same level and in a backward direction. Its cost is $510 per day. Front shovel excavator: The volumetric capacity of this excavator ranges from 0.3 to 6m3 with a possible load haul rate of 80 cycles per hour making the giving it a possible excavated volume per hour of between 24-480m2. It operates by picking soil from below it, reaching soil below it, soil at the same level and in a forward direction. Pricing information is not available in the Rawlinsons Australian construction handbook 2010. Bucket wheel excavator: The this excavator consists of up to 20 buckets per wheel, each of which could have up to 15m3 capacity with a possible load haul rate of 100-12,500m3 per hour. They have varying boom lengths ranging from 6-80m. This makes them fairly capable of excavating material up to 240,000m2. It operating by picking soil from ground above it, picking soil from below ground (from above), soil at the same level and soil in a backward or forwards direction. Pricing information is not available in the Rawlinsons Australian construction handbook 2010. Summary: A Front shovel excavator would be most practical because of its capacity and haul rate and also because of the relative ease of excavation in a directional manner which would suit this particular site. Mechanical Plants (Moving Plants): Tracked shovel loader: this plant is capable of a variety of tasks including excavation, moving and loading although not specialized for any of them. It can excavate to a depth of 1m below it and can lift up to a height of 4.5m. Pricing information is not available in the Rawlinsons Australian construction handbook 2010. Bulldozer: this plant is capable of a variety of tasks including excavation up to 300mm, clearing trees and vegetation, moving and loading rubble. This makes them perfect for site stripping, levelling the site and earthmoving. Its bucket has a capacity of 3.7-5.6m3. Pricing information for this specific type of excavator is $804 per day. Scrapper: These have a carrying capacity of between 6-50m3. It is useful for site levelling and stripping with an excavation depth of up to 300mm. It is perfect for discharging materials after collecting and moving it. Pricing information is not available in the Rawlinsons Australian construction handbook 2010. Summary: we conclude that a scrapper may not be suitable for the site due to the size of the site. A bulldozer on the other hand may be disqualified due to the fact that it is limited to moving and loading. This makes the tracked loader the most suitable mechanical plant for the job. Material Handling and Transporting Plant: Dump Trucks: These can be tractors or trailers that have different discharge options which include sideways, front tipping and elevated dumping. They also have different carrying capacities ranging from 5-30m3. They transport materials on and off-site and can cover a distance of 0.8-10km. They are the largest material transport equipment on road. No pricing information is contained in the Rawlinsons Australian construction handbook 2010. Industrial trucks: These are trucks not licensed to use the public network of roads. Their carrying capacities range from 3-68m3. They transport materials on site where other transporting options are impractical but disposal is within the site or does not require use of public roads. They can cover a distance of 0.8-10km. No pricing information for this specific type of loader is contained in the Rawlinsons Australian construction handbook 2010. Railway: These have varying carrying capacities depending on the length of the carriages and their total number. They transport materials off site where the distance is long other transporting options are uneconomic. The disposal location is usually relatively far away from the site. They carry the most amount of material at a go. Pricing information is not available in the Rawlinsons Australian construction handbook 2010. Summary: it is difficult to give an accurate judgement as the disposal location and its distance from the site is unknown. The dump truck would be the best option for a nearby disposal location but it is far, it could be combined with the railway system. Earth Retention System: Sheet piles: these are steel sheet piles specifically fabricated offsite to link together forming a continuous wall. Can be permanent or temporary (reusable) with the advantage of being light weight and strong tensile strength. Their disadvantages include noise pollution, cost, water seepage and obstruction by hard material in the ground. Their cost $652 per m3. Bored piles: these are concrete piles specifically fabricated offsite to link together forming a continuous wall. Can also consist of primary piles with secondary linking piles between them. Their advantage is low noise and vibrations, minimal excavation needed and they perfect for small sites. Their disadvantages include slow boring process, relatively weaker vertical joints and lower tensile strength. Their cost is up to $318 per m3. Diaphragm: these are concrete walls made of trenches that are first filled with slurry for support then reinforcement lowered and concrete placed once depth is achieved to displace the slurry. Their advantage is low noise and vibrations, impermeability for water tightness, and can serve as footings. Their disadvantage is their high cost. Their cost $350 per m3. Summary: a diaphragm is the best option due to its impermeability as the water table may rise in the site, durability and structural strength. Ground water control: Sump pumping: this method includes the utilization of a shaft or sump pump to collect the water and pump it into a different part of the site or containment system. Their advantages are that the capacities of the pumps can vary depending on the amount of work. It is also an inexpensive method of dewatering. It is however time consuming and can be affected by seepage. Their price varies from $74.17-$254 per day. Well point systems: this system consists of a collecting intake strainers in the ground connected to a suction pipe which are then connected to a header pipe. A filter media is introduced all around the pipe and strainer. The water pumped out by a Well point pump connected to the header pipe. They are economically sound, cost effective and can be used either on a temporary or long-term basis. Pumping is however noisy causing noise pollution. Pricing information is not available in the Rawlinsons Australian construction handbook 2010. Summary: a Well point pump is expedient as it is both cost effective and practical for a large construction site with large volumes of water. Basement Construction Method: Open cut: This method of construction is suitable for very large sites that are open and unobstructed. They require minimal lateral protection and have minimal special provisions too. They however require large and heavy machinery and material is removed by use of a ramp. Bottom-up: This method of construction is suitable for small open sites and is adaptable to a vast range of environments. They require small to medium sized machinery and material is removed by use of a bucket system or staged platform. They require minimal special provisions too. They however require extensive lateral protection Top-down: This method of construction is suitable for large sites and is adaptable to a vast range of environments. They require small to medium sized machinery and material is removed by use of a bucket system or staged platform. They require minimal lateral protection where shoring is only implemented when the need arises. However, this approach necessitates extensive vertical support on a temporary basis. Summary: we disqualify the open cut method due to the obstructions in form of diaphragm wall and the top-down method too as the site is small. Bottom-up method will be used. Foundation Construction: Pad footing: is a remote footing limited to just one column. It is cheap, consumes less material and good for hard ground. It his however not applicable in cohesionless soils. Their cost is $204 without reinforcement and $292 per m3 with reinforcement. Raft footing: is a slab-like footing covering a wide area and contains more than one column. It is good for medium to hard soils and the footing can act both as a slab and foundation. It is also lightweight. It is however time consuming and not good for cohesionless soils. Their cost is $204 without reinforcement and $261 per m3 with reinforcement. Strip footing: this is a foundation that is continuous along the load path and goes around the structures perimeter. It is relatively stronger than pad and raft footing and good for both medium and hard soils. They are however the most complicated foundation types. Their cost is $270 without reinforcement and $273 per m3 with reinforcement. Summary: strip footing is advisable due to its durability and strength over pad and raft footing. It is also economic in comparison to the other methods. Reinforcement will be used. Deep foundation: This is not necessary as the soil in the site is stable and cohesive. Basement slab: In situ concrete: this is a concrete element that is cast progressively in place over timber formwork or metal moulds. It is usually 150mm thick but the thickness can vary depending on the nature of work and the strength required. Its strength and setting time can also be varied by using a variety of admixtures. Their cost is $209 per m3 without reinforcement and $292 per m3 with reinforcement. Precast concrete: this is a concrete element that cast away from the site in moulds. It is usually 150mm thick but the thickness can vary depending on the nature of work and the strength required. Its strength and setting time can also be varied by using a variety of admixtures. Their cost is $120 for waffle slab and $300 per m3 for solid filled block inclusive of moulds, reinforcement and fixing. Summary: in situ concrete is favourable as a chemical bond is desired with the diaphragm to maximize on its strength providing a strong retaining wall. Drainage: Tanking: this is a method of installing an impermeable layer either on the internal or external side of a basement or foundation. When applied internally, water getting in is directed to a discharge point. When applied externally, a geomembrane is usually added as a drain with water being collected into a sump for pumping out or discharge. It can accommodate high water table levels with the drawback of noisy pumping. Their cost ranges from $12-38 per m2 as in the Rawlinsons Australian construction handbook 2010. Cavity drainage: this is where a waterproof layer is installed consisting of membrane with gaps for water collection and direction into a sump. It also has an insulating layer and a dry soft board. It is quick to install while providing an unnoticeable and adaptable front face. It is however unsuitable where water table is high or where floors and walls are not impermeable. Pricing information is not available in the Rawlinsons Australian construction handbook 2010. Exterior foundation drain: this utilises a porous soil or rock layer adjacent to the external walls of a basement and waterproofing membrane layer on the underside of the foundation. It drains water relatively fast but is not applicable where the water table is high. Pricing information is not available in the Rawlinsons Australian construction handbook 2010. Summary: we can conclude that external tanking best suits this foundation as the water table may rise above the foundation level. Waterproofing Membrane: Polymer Membrane: this is a solid but flexible impermeable material that can be used for complex structural environments and under the slab. Its drawback is the relatively longer installation time. Its cost is $26.32 per m2 for solid filled block inclusive of moulds, reinforcement and fixing. Styrofoam Membrane: this is a solid but flexible impermeable material that can be used under the slab. Its drawback is that it cannot be used for complex structural environments and the relatively longer installation time. Pricing information is not available in the Rawlinsons Australian construction handbook 2010. Bituminous paint: this is an impermeable liquid paint that is applicable in complex structural environments but not under the slab. Its cost is $10.77 per m2 for solid filled block inclusive of moulds, reinforcement and fixing. Summary: a polymer membrane should be used as it is applicable under the slab and also because the site will be a complex environment. Columns: Reinforced concrete: could be in situ or precast and their strength varies with the type of cement and admixtures used. They are also durable with their main challenge being the cost. Their price ranges from $201-$273 per m3 (inclusive of reinforcement) in the Rawlinsons Australian construction handbook 2010. Steel: These are cold worked steel bars usually 150mm by 150mm. They are moulded offsite and have medium strength. Their drawback is the relatively lower compressive strength and higher rate of corrosion. Their price is $247 per m2. Timber: can be wooden cylindrical poles or square with sides 100mm by 100mm. They are generally weak and prone to corrosion. Their price is $38 per m2. Brick/Block: these are made of interlocking bricks or ordinary masonry bricks and can be circular or rectangular. They are generally strong and durable but consume a lot of time. Their price is $60 per m2. Summary: In situ cast reinforced concrete columns will be used to ensure strong chemical joints with the base plate and because of their durability. Suspended slab: In situ concrete: this is a concrete element that cast progressively in place over timber formwork or metal moulds. Their cost is $209 per m3 without reinforcement and $221 per m3 with reinforcement. Precast concrete: this is a concrete element that cast away from the site in moulds. Their cost is $185 for waffle slab and $300 per m3 for solid filled block inclusive of moulds, reinforcement and fixing. Summary: precast waffle slab is favourable as due to the cost effectiveness, light weight, less installation time and ease of installation. Conclusion Construction will utilize a diaphragm wall because of its strength, impermeability and durability over the other methods. Strip footing foundation is to be used because of its relatively higher strength and ease of use in a large site. During and after excavation, a well point system of drainage will be used to lower the ground water level due to its time and cost saving attribute. It will be used in combination with a polymer membrane to waterproof the building due to its applicability in complex structural environments. The ground slab will be cast in situ while the suspended slab precast and these will be held up by reinforced concrete columns cast in situ to maximize on strength through better chemical bonds. References: Australian Institute of Quantity Surveyors, 2014. Building Cost Index 2014. s.l.:AIQS. Bartholomew, S. H., 2000. Estimating and Bidding for Heavy Construction, CSU Chico, Upper Saddle River, NJ: Prentice Hall. Bowles, J. E. 1988. Foundation Analysis and Design. McGraw-Hill Dernee, Michael, n.d. Assignment 2: Basement Construction. Dr. Patrick Tang, School of Architecture and the Built Environment. https://www.academia.edu/7570121/Construction_Technology_3_Assignment_2_Basement_Construction https://ausheet.com.au/service/well-point-dewatering/ well point dewatering https://www.basements.org.uk/TBIC/Design/Structural-design/Grades-of-basement.aspx https://www.basementconstruction.com.au/ business services/#design-and-construct-services https://www.cellars.co.uk/systems/internal-cavity-drainage-basement-systems internal cavity drainage. https://www.designingbuildings.co.uk/wiki/Earth-moving_plant https://www.heavyequipment.com/heavy-equipment/earthmoving-mining https://www.heavyequipment.com/heavy-equipment/excavation-trenching https://mwicorp.com/5-ways-to-control-groundwater-during-excavation/ https://www.safeguardeurope.com/applications/new-basements Koerner, R.M. (1985). Construction and Geotechnical Methods in Foundation Engineering, McGraw Hill, New York. Koerner, R.M. (1999). Design with Geosynthetics. Fourth Edition, Prentice Hall, New Jersey. Leonards, G.A. (1962). Foundation Engineering, McGraw Hill. Maloney, M., Skinner, H., Vaziri, M. Windle, J., 2009. Reducing the Risk of Leaking Substructure, s.l.: Institute of Civil Engineers. Mathew, T. V. Rao, K. V. K., 2007. Introduction to Transportational Engineering. s.l.:NPTEL. Merritt, Frederick S., Ricketts, Jonathan T., 1994 Building design and construction handbook, USA: McGraw-Hill Professional Publi Murthy, V. NWaterproofing Membrane:. S., 2002. Geotechnical Engineering: Principles and Practices of Soil Mechnaics and Foundation Engineering. New York: CRC Press Management. Peurifoy Schexnayder, 2002. Construction Planning Equipment, and Methods, 6th edition: McGraw Hill Preene, M., 2016. Groundwater Control in Urban Areas, s.l.: Institute of Civil Engineers. Rawlinsons Group, 2010. Rawlinson's Australian Construction Handbook. Perth, W.A.: House Publishing Russel, P., n.d. Research Report: Advances in Basement, Ontario: Canadian Housing Information Centre. Tovey, A. (2002). Design Issues in Domestic Basements: Structure and Water-Resistance. Concrete. March 2002: The Concrete Society. Valley, M., 2009. Foundation Analysis and Design. s.l.:s.n. Wang, C.-K., C. G. Salmon. 1992. Reinforced Concrete Design: HarperCollins. Windle, J., Chapman, T. Anderson, S., 2007. Reuse of Foundations, London: CIRIA.

How to Get Sample Essays Writing and Exam Essays

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