Development of Car Environment Light System (CELS)

Development of Car Environment Light System (CELS) Chapter 2 STATE OF ART Chapter 2 introduces all the important fundamentals this thesis is based on, in order to provide a better understanding of the concepts related to AmbiLight system, image processing using JAVA and OpenCV libraries. Initially, the general architecture of the AmbiLight system is explained elaborating each modules and components of the system. Going further, the basics of image processing, its need and various techniques of image processing are discussed. Finally, the chapter focuses on JAVA and OpenCV libraries which will be used to implement the image processing techniques. 2.1 AMBILIGHT SYSTEM The AmbiLight system is a Car Environment Light System (CELS) designed to dynamically adapts to the driving situation and enhances the orientation and perception of the passenger compartment in vehicles. Light sources are integrated in the roof liner in-order to create the ambience. These light sources are fed with colour information by the scanning devices attached to the vehicle to capture the colours of the outside environment. Hence, the colour of the light emitted by the lightings in the roof liner can dynamically adapt to the outside environment in real-time. Thus, the CELS provides an enlargement of the visual perception. In particular, the effect is created as the colours displayed by the lightings correspond to the view from the window. Therefore, by looking out of the window, one perceives the coloured light as an extension of the window. This thesis is part of the TUM CREATE joint research programme. The programme is funded by the National Research Foundation of Singapore and executed by the two universities, namely, Technische Università ¤t Mà ¼nchen from Germany and Nanyang Technological University, Singapore. Apart from other research topics, one of the major goals of TUM CREATE is to design and build the world’s first purpose-built electric taxi. The AmbiLight system will also provide the driver and the passengers a pleasant spatial atmosphere thereby creating a feel-good experience psychologically. It also improves the orientation within the vehicle, facilitating the search for things. The below section will cover the design of the Car Environment Light System (CELS). The general system structure of the CELS is also specified. Fig.1 Architecture of the AmbiLight system The design of the Car Environment Light System comprises of camera(s), a computer, a micro-controller unit (MCU) and LED strip which act as the colour display. The camera(s) take images of the car’s surrounding environment. By running a program the computer will acquire and process the images that are captured by the camera(s). The program also determines the representative colours that will be emitted by the LEDs by means of several implemented calculations. The LED-strip is mounted in the roof liner of the car. This arrangement in conjunction with the correspondence of the light colour results in the perception of a larger view. In the below section we will discuss in detail about the design of the input component the camera, the processing unit CPU, the micro-controller unit the arduino and the output component the LED strips. 1. Design of the Input Component This section discusses the realization of the input component. Also the input data types are also discussed. In order to create the enlargement of the perceptual view, the CELS needs to adapt to particular changes in the environment. This comprises of the illuminance, colour and motion. Thus, images as holistic visual information have to be considered to function as CELS input data. Cameras are used since they satisfy the requirement of providing images of the present. Google provides different online services such as Street View which systematically takes and saves images with its geographic parameters, like the GPS coordinates and the cardinal direction. Hence these images can be utilized in a deliberate manner [Goo12]. The Street View data base covers most of Singapore’s streets, hence permitting the possible operation of the CELS. Summarizing, apart from cameras, Google Street View can also be used as a input device providing real-time input data for the CELS, if the vehicle movement is defined as the only changing parameter. Since the Street View images are stored online, access to the internet must be ensured. In general, this does not present a big challenge, as the automotive human-machine interface, which was presented in Section 1.5, provides internet access via a 3G connection. However, the use is still problematic due to the risk of low connectivity or even complete loss of either the mobile or the GPS signal. This would result in asynchronous data, which obviously deteriorates the pursued effect. But, relying on Google Street View implies a disadvantage. Buildings are generally not frequently teared down and constructed again. Walking people and driving cars for instance however are in motion, hence are not considered by the Street View images. The designed CELS, being the first prototype, the achievement of the maximum effect possible is preferable. Consequently, the dynamic features of the environment have to be considered in the calculation of the representative colour. Otherwise, the enlargement of the visual perception could be impaired. Due to this fact, the input component has been realized with a camera. 2. Design of the Processing Component In-order to cater various features and needs of the vehicle, the system relies on a centralized Car PC with a multitude of input and output possibilities. TANK-700-QM67 is chosen as the Car PC. The TANK-700-QM67 provides high performance and cost-effective solutions. The high performance TANK-700-QM67 fanless embedded system is furnished with powerful computing capability, video capture, dual display, flexible I/O configuration, and long product life support. It supports Intel Mobile Core i7/i5/i3 processors and full feature I/O such as Gigabit Ethernet, two high-speed USB 3.0 ports and optional 8 channel video/audio capture and IEEE802.11a/b/g/n wireless module.It also supports DDR3 memory up to 4GB. The TANK-700 embedded computer is fit for high performance embedded controller and rugged environments. These features ensure complex programs written using high-level programming languages like C, C++ or Java can be processed effectively. 3. Design of the MCU Arduino as SPI-Interface For the processing unit to communicate with the output device, here, the LEDs of the LED strip, a MCU is used. Its task is the communication with the LED drivers via the SPI bus. For this purpose, the Arduino board has been used. It is an open-source computing platform which is based on a microcontroller board [Ard13] and is illustrated in Figure 5.1. In particular, the used Arduino Uno model utilizes the 8-bit ATmega 328 microcontroller from Atmel Corporation. Apart from other features, the ATmega 328 has a 16 MHz processor and 32 kBytes of programmable flash memory [Atm12]. Moreover, it supports the required SPI interface. An integrated UART enables the RS-232 serial communication with the computer. Fig.2 Arduino UNO board Arduino Environment The Arduino board comes with its own environment, particularly an integrated development environment (IDE) and programming language. The Arduino programming language is a set of commands, which facilitates the programming of microcontrollers. This is achieved by simplifying the AVR C programming language, which the Arduino originates from. In addition, the Arduino programming language bundles several native commands to single command in some cases. The Arduino software is published as open source. This ensures programmers to develop and offer C++ libraries which can expand the functionality of the Arduino software [Ard13]. FastSPI Library FastSPI, a third-party library has been used to facilitate the control of LED-strips. It provides several distinct commands to configure and control LED-strips. Moreover, characteristics of different LED-drivers are integrated. Thus, the library allows a fast adaptation of the existing code to different LED-strips. The library version from the October, 14th, 2012 bas been used for the implementation of the process structure. 4. Design of the Output Component LEDs are suitable for interior lightings due to their minimal size, long service life, low power consumption and also quick response. The specification of the LED-strip is discussed in the following section. RGB-LEDs In order to achieve the necessary colour environment adaptation, the LEDs need to be capable of emitting different colours. For this purpose, the LED strip that utilize RGB-LEDs that is able to display up to 16.7 million different colours by mixing the three primary colours red, green and blue is chosen. Individually addressable The LEDs of the LED-strip are individually addressable to enable a smooth light colour adaptation over the whole roof liner. This enables the control of both the brightness and the colour of each LED. 12 V input voltage To avoid the necessity of additional devices such as voltage converters, the compatibility to the 12V auxiliary power grid is preferable. LPD8806 LED driver has been used. It offers SPI communication interface having a LED density of 32 LEDs/m Amount of LEDs Two parameters have been taken into account for determining the Amount of LEDs. They are 1. LED density 32 LEDs per meter or a LED distance of 31.3 mm has been assumed for the calculation of the total amount of LEDs.

Impact of Race in Othello Essay -- GCSE Coursework Shakespeare Othello

Impact of Race in Othello One of the major issues in Shakespeare's Othello is the impact of the race of the main character, Othello. His skin color is non-white, usually portrayed as African although some productions portray him as an Arabian. Othello is referred to by his name only seventeen times in the play. He is referred to as "The Moor" fifty-eight times. Webster's Revised Unabridged Dictionary (1913) states that a Moor is "Any individual of the swarthy races of Africa or Asia which have adopted the Mohammedan religion. In Spanish history the terms Moo, Saracens, and Arabs are synonymous." This indicates that Othello is constantly being degraded and set up as an evil person throughout the play. What this really means is that Othello is being judged by his skin color rather than the person under the skin. The view that whites and non-whites are equal is a relatively new concept in our society. In institutionalized racism, such as American slavery, those of a different color were often viewed as inferior. As Shakespeare wrote Othello, this idea was becoming quite prominent as England entered the African slave trade. One can look at the racial issues from the perspective of color, slavery, and society. There are many references in the play to indicate that Othello was dark colored. The first image we, as a reader, are given of Othello is that of a black ram having sexual relations with Desdemona (1.1.89-90). Later on in the play, there are many other references to Othello's color and race. Desdemona's father, Brabantio, is appalled to learn that his daughter is having a relationship with a "sooty bosom" (2.3.27). Emilia refers to Othello as a black devil (5.2.132). Othello even calls himself black (3.3.265). Iago also... ...hello is driven mad by the force of Iago's suggestions, indicating that he is merely a victim of another man's jealousy. Works Cited 1 Norman Sanders, ed. Othello. Cambridge: New York, 1995: 12. 2 C. W. Slights. "Slaves and Subjects in Othello," Shakespeare Quarterly v48 Winter 1997: 382. 3 C. W. Slights. 380. 4 Norman Sanders, ed. 10. 5 J. Adelman. "Iago's Alter Ego: Race as Projection in Othello," Shakespeare Quarterly v48 Summer 1997: 130. 6 C. W. Slights. 388. Works Consulted Bradley, A. C.. Shakespearean Tragedy. New York: Penguin, 1991. Di Yanni, Robert. â€Å"Character Revealed Through Dialogue.† Readings on The Tragedies. Ed. Clarice Swisher. San Diego: Greenhaven Press, 1996. Reprint from Literature. N. p.: Random House, 1986. Muir, Kenneth. Introduction. William Shakespeare: Othello. New York: Penguin Books, 1968.   

A Case Study On Banque Accord: A Closer Look

Banque Accord is a subsidiary of financial giant the Auchan Group1. Founded in 1983, Banque Accord was established in two stages: In 1983, with the issuance of â€Å"Accord† retail cards in Auchan’s hypermarkets; and, in 1987, with Auchan’s acquisition of Banque Delort, a subsidiary and affiliate of the banking group known as Credit Commercial de France2. Auchan subsequently called its newly acquired bank as â€Å"Banque Accord 3.  Ã¢â‚¬ The newly acquired bank’s mission was to customize the rules that have proven successful in the area of retail distribution and bring it to the financial services field, by allowing consumers to avail of simple yet innovative discounted products and services. 4 Essentially, Banque Accord operates as a bank aligned with the credit and retail industries in general5. Put simply, Banque Accord brings electronic banking functions to retailers, and payment and financing options like cards and consumer credit, closer to its c onsumers.As a rule, the purchase of financial resources is backed by sound ratings from globally respected institutions like Moodys and Standard & Poor. For the year 2006, Banque Accord received higher ratings compared to the previous year6. Moody’s gave the bank an A2 grade, while S&P gave it an A or â€Å"Stable† rating7. To note, the word â€Å"Accord† suggests being able to agree on â€Å"financial solutions† for the company’s clients8. The dynamism of Banque Accord, which eventually became well-respected in international financial circles, is due to the fact that it is wholly-owned by a bank and a retail group.Since its inception, Banque Accord has noteworthy achievements, four of which are9: (1) consolidating – in the same organization – electronic banking, issuing of retail cards and providing credit to consumers; (2) creating a network of banking instruments in shopping centers; (3) an ever-widening range of goods and products available to clients (such as payment card facilities and services, revolving credit, traditional credit, and the like. 10); and (4) its takeover of Egg France in 2004, permitting direct online access under the monicker Oney.fr/ These factors, combined with the marketing genius of its Chief Executive Officer Damien Guermonprez, Banque Accord has evolved in 2006, into an international presence with operations in nine countries, and a database of 4,800,000 customers11. 1 (Dauchy, 2007, p. 2) 2 (Dauchy, 2007, p. 3) 3 (Dauchy, 2007, p. 4) 4 (Dauchy, 2007, p. 4) 5 (Dauchy, 2007, p. 16) 6 (Dauchy, 2007, p. 16) 7 (Dauchy, 2007, p. 16) 8 (Dauchy, 2007, p. 3) 9 (Dauchy, 2007, p. 3) 10 (Dauchy, 2007, p. 3) 11 (Dauchy, 2007, p. 3) Banque Accord: A Case Study 1In Banque Accord’s financial disclosures for 2006, the company reflected a EUR353,167,000 increase in assets in just 12 months12. Banque Accord also reported a net income of EUR34,413,000 in 2005, as compared to EUR24,206,000 in 2 00413. Despite the potential for further international growth, Banque Accord has to contend with possible areas of difficulties, which include14: (a) the use of mobile phones as potential replacement for bank cards in transactions; (b) innovations in consumer credit; and (c) the development of e-business in the retailing industry.Regardless of these trends that Banque Accord has to contend with, the bank continue to be innovative and continues to explore newer concepts to maintain its prestige and originality in the banking and retail industries. 12 (Dauchy, 2007, p. 17) 13 (Dauchy, 2007, p. 17) 14 (Dauchy, 2007, p. 17) 15 (Dauchy, 2007, p. 3) Banque Accord: A Case Study 2 I. The Auchan Group Founded in 1961 by Gerard Mulliez, the Auchan Group started out in the North area of France with one hypermarket, which, simply defined, is a commercial complex which combines a department store with a supermarket16.Currently, in 2006, the Auchan Group runs 360 hypermarkets spread across 11 cou ntries. In France, Auchan operates 654 supermarkets 17. Since the inception of Auchan, the company’s vision has remained the same. That is, to improve the purchasing power of its customers 18. Banque Accord is an Auchan subsidiary which has developed an identity of its own within the Auchan Group. Nevertheless, Banque Accord’s mission is identical to Auchan’s, and in essence, the bank has a dual vision 19:†¢ customer oriented: providing its clients with a means to purchase; and †¢ corporate oriented: assisting Auchan in maximizing turnover and revenue, therefore aiding the Group to reduce costs. Accordingly, Banque Acord’s mission, â€Å"The bank for consumers† is aimed towards Auchan’s clients at the hypermarkets 20. Banque Accord achieves its mission by making available to Auchan’s clients, certain services like discounted financial options and payments which are directly accessible to these clients.Being a part of the Auc han Group is a contributing factor to Banque Accord’s human resources practices: By training a group of responsible professionals who consider their jobs fulfilling, the company is able to achieve growth and guarantee their clients quality service21. II. Banque Accord’s Internal Strengths In studying the case of Banque Accord, one is accosted with the company’s inherent strengths. Whatever weaknesses there might be for the company, these are easily addressed based on the operating standards adopted by the Bank. Nevertheless, inherent strengths of Banque Accord include: A. European Market ShareThe modes of payment offered by Banque Accord is characterized by diverseness, regulatory and technical issues and the intricacy of the value chain of the industry22. Cash payment is predominant in 16 (Dauchy, 2007, p. 4) 17 (Dauchy, 2007, p. 4) 18 (Dauchy, 2007, p. 5) 19 (Dauchy, 2007, p. 5) 20 (Dauchy, 2007, p. 5) 21 (Dauchy, 2007, p. 5) 22 (Dauchy, 2007, p. 6) Banque Acc ord: A Case Study 3 Spain, Italy and Germany23. However, majority of Banque Accord’s clients in Great Britain and France use bank cards24. The bank card is considered a â€Å"pivotal† product for the company that issued it25.The card can be very much compared to a traditional bank’s checking or current account, which is most convenient for customers to use. Retailers or outlets that have tie-ups with bank cards are able to sell â€Å"progressively†, in coordination with various financial services like cross-selling or up-selling26. The European market where Banque Accord mainly operates was reportedly worth EUR930 billion in outstanding credit in 2005 (Source L’observateur Cetelem), and is manifesting fast growths in many countries27. Within Europe, where Banque Accord operates, there are distinct differences between countries.In Great Britain for example, the average outstanding credit per household is double that of France’s28. In simple w ords, buyers in Great Britain have greater use for bank cards than customers in France do. The differences between countries may be attributed to diverse cultural orientations, regulatory requirements and marketing procedures29. Another example is: frequently, young people are refused credit on the grounds that they do not have a stable means of paying it. On the other hand, it is quite common for a consumer to accumulate excessive credit30.A solution to this would be the use of regulatory systems and which monitor and prevent bad debts. B. Positioning and Diverse Services The business of Banque Accord is30: (a) issuing different types of payment cards like for example, retail cards, gift cards and bank cards; (b) proffering consumer credit and other related services; and (c) managing its retail partners electronic processing of monetary transactions. Electronic Banking is a technical service directly given by Banque Accord to its retailers, which is a source of pride to the bank31. Its electronic banking services is geared towards functioning as a bank –â€Å"receiving† transactions – providing the support in the retailers’ issuance of cards, managing authorization, 23 (Dauchy, 2007, p. 6) 24 (Dauchy, 2007, p. 6) 25 (Dauchy, 2007, p. 6) 27 (Dauchy, 2007, p. 6) 28 (Dauchy, 2007, p. 8) 29 (Dauchy, 2007, p. 8) 3-0 (Dauchy, 2007, p. 8) 31 (Dauchy, 2007, p. 9) Banque Accord: A Case Study 4 2005, to form a division called CardOps33. Being owned by a retailing group, Banque Accord’s aim is ATMS, payment terminals, etc 32. Banque Accord’s electronic banking services were grouped together in proximity to its customers, and minimizing costs of electronic banking.The core business of Banque Accord is the issuing of a range of cards, which have different functions. The bank’s cards may be a type of payment, a retailer’s marketing tool, a â€Å"support† product of the bank that is incorporated in its associate d services34. It is widely said that an Accord card may be likened to a Swiss Knife with flexibility in functions — credit card, payment card and loyalty card 35. Various examples of an Accord card’s use are36: (a) Sample 137: Card Type : Retail Card Function : A payment card issued or released by retailerBanque Accord: Auchan cradholders total 4,000,000 in Europe, and the card is accepted by other retailers (b) Sample 238: Card Type : Loyalty Card Function : Retailer's marketing instrument which could be used to attract and maintain a loyal base of clients Banque Accord: N/A (c) Sample 339: Card Type : Bank Card Function : A traditional card issued by banks, this card may be used overseas Banque Accord: MasterCard Accord and VisaCard Accord (d) Sample 440: Card Type : Gift Card 32 (Dauchy, 2007, p. 9) 33 (Dauchy, 2007, p.9) 34 (Dauchy, 2007, p. 9) 35 (Dauchy, 2007, p. 9) 36 (Dauchy, 2007, p. 10) 37 (Dauchy, 2007, p. 10) 38 (Dauchy, 2007, p. 10) 39 (Dauchy, 2007, p. 10 ) 40 (Dauchy, 2007, p. 10) Banque Accord: A Case Study 5 Function : This type of card may be utilized to personalize service, and enhances customer relationships. Banque Accord: Auchan Gift Card Hence a card is useful to: ? the retailer, because it can be used as a marketing instrument and promotes consumer loyalty; and ? the consumer, because it is convenient means of financing and payment41There is a distinct connection between owning a card, how the type of card benefits the customer and the retailer, and the amount of business the customer does with the retailer42. It is established that a customer who has access to credit through cards increases his or her purchasing power. A client who has no card hardly visits a retailer in a month, owning a loyalty card enables a customer to make three visits. Having a retail card allows the client to make four visits per month to the favorite retailer and having a bank card gives the client the opportunity to make at least five visits to th e retailer 42.Banque Accord boasts of an orientation which is discount-oriented and customer-oriented43. Banque Accord has two selling and pricing concepts44: — annual subscription; and — cash back, which is defined as the money paid to the customer related t his or her card use. For example in France, Banque Accord gives a 40% discount incentive to annual subscribers for a refular Visa Card, and 60% discount on a Visa Premiere Card45. Based on the spending habits of the customers, an annual subscription increases the potential for the cleints' purchasing statistics. Other Financial ProductsApart from cards, Banque Accord also offers its clients other services, lilke46: (1) in-store credit wherein the individual retailers define their own credit policies along with different formulas for achieving revenue; (2) personal loans, which are granted to customers as a come-on, at interest rates based on current market prices; (3) revolving credit, which is built up by a credi t reserve; 41 (Dauchy, 2007, p. 10) 42 (Dauchy, 2007, p. 10) 43 (Dauchy, 2007, p. 10) 44 (Dauchy, 2007, p. 10) 45 (Dauchy, 2007, p. 12) 46 (Dauchy, 2007, p. 10) Banque Accord: A Case Study 6 (4) Auchan savings account;(5) life insurance, which is a tieup with Suravenir and offers life plans at simple and reduced costs; and (6) non-life insurance. As evidenced by the wide range of â€Å"other† services that Banque Accord offers, its value chain is distinguished by a huge number of product alliances47. Thus, Banque Accord has been known for its flexibility. As a result, the bank has largely-increased the potential spending capacity of its client-base. Sometimes, the bank's products are managed by other partners — at times their competitors — depending on which country the operation is in48.

How Could Physicians Perception about the Combination Therapy in managing Asthma affects its Sales performance - Free Essay Example

Sample details Pages: 8 Words: 2542 Downloads: 9 Date added: 2017/06/26 Category Medicine Essay Type Research paper Level High school Did you like this example? How Could Physicianà ¢Ã¢â€š ¬Ã¢â€ž ¢s Perception about the à ¢Ã¢â€š ¬Ã…“Combination Therapyà ¢Ã¢â€š ¬Ã‚  in managing Asthma affects its Sales performance? (Special reference to à ¢Ã¢â€š ¬Ã…“Symbicort Turbuhaler à ¢Ã¢â€š ¬Ã…“by AstraZeneca) Project Propsal Table of Contents ContentsPage Title 3 Introduction 3 Background of the problem 3 Insight to company Insight to product Establishment of the problem 4 Objectives of the report 5 Literature Review 6 introduction to key concepts 6 Theoretical Framework 6 Analyzing finding at national level 9 The Approach to data collection analysis 9 Research Methodology 10 Research Instruments 10 Sample Technique 10 Data collection 11 Data analysis 11 Credibility of proposal 12 Consideration of ethical issues 12 Action Plan 12 List of references 13 List of Figures Figure 1: Market share comparisons in combination Market 2013/2014. Figure 2: The GMS: A Broad conceptualization of Global Marketing Strategy Figure 3: Sampling Design List of Tables Table 1: Sales Volume Comparison 2012/2013/2014 Don’t waste time! Our writers will create an original "How Could Physicians Perception about the Combination Therapy in managing Asthma affects its Sales performance?" essay for you Create order Title How Could Physicianà ¢Ã¢â€š ¬Ã¢â€ž ¢s Perception about the à ¢Ã¢â€š ¬Ã…“Combination Therapyà ¢Ã¢â€š ¬Ã‚  in managing Asthma affects its Sales performance? (Special reference to à ¢Ã¢â€š ¬Ã…“Symbicort Turbuhaler à ¢Ã¢â€š ¬Ã…“by AstraZeneca) Introduction Background of the problem When analyzing the background of the problem, it is important to have and comprehensive knowledge about the organization and the products. Insight to the company Astra was a former Swedish pharmaceutical company which was founded in 1913. Due to various future ambitions à ¢Ã¢â€š ¬Ã…“Astra- PLCà ¢Ã¢â€š ¬Ã‚  and à ¢Ã¢â€š ¬Ã…“Zeneca-PLCà ¢Ã¢â€š ¬Ã‚  of United Kingdom merged together and formed AstraZeneca-PLC in1999. As per the sales revenue of 2013 AstraZeneca holds the 6th position globally in multinational pharmaceutical industry recording a sales turnover of US $ 27.9bn (Top 20 Pharma, 2013) Insight to product. Turbuhaler is a class of a device innovated by AstraZeneca, this device is preloaded with drugs to use in asthmatic Patients. Widely used as à ¢Ã¢â€š ¬Ã…“Symbicort Turbuhalerà ¢Ã¢â€š ¬Ã‚  (generic name of drug included Budesonide and Formetrol as a combination) Symbicort Turbuhaler as a product has been in Sri Lanka for more than 6 years. With having lots of benefits and still holds the patency for the device, ità ¢Ã¢â€š ¬Ã¢â€ž ¢s available at a premium price of LKR. 2516/= per device with 60 doses, and available in two strengths. Establishment of the problem. Even though à ¢Ã¢â€š ¬Ã…“Symbicort Turbuhalerà ¢Ã¢â€š ¬Ã‚  offers more Clinical benefits over competitors, as per the internal sales data of AstraZeneca- Sri Lanka in 2014, Symbicort Turbuhaler has shown a 5% growth over 2013. Even though the growth is 5% the market share has come down by 1%. As per the internal sales in 2013 has been de- grown by 21% over 2012. (AstraZeneca-SL, 2014) Table 1. Sales Volume Comparison 2012/2013/2014 2012 2013 Growth 2014 Growth Units Value Units Value Units Value 18,253 38,141,957 14,357 31,413,116 79% 15,020 32,863,760 105% But in overall Combination Market data in Sri Lanka, it is identified that total market is de-growing at -3.48% in revenue over 2013 in 2014. But as Multinational products à ¢Ã¢â€š ¬Ã…“Seretideà ¢Ã¢â€š ¬Ã‚  by GSK (Glaxo SmithKline) also has lost their MS by 2%, on the other hand Branded generics have increased their MS by 1% (IMS, Q4-2014). On the other hand AstraZeneca allocates 10 % of à ¢Ã¢â€š ¬Ã…“Symbicortà ¢Ã¢â€š ¬Ã‚  sales revenue as its promotional budget. That means averagely about LKR 3 Mn per annum is being used for promotions of à ¢Ã¢â€š ¬Ã…“Symbicortà ¢Ã¢â€š ¬Ã‚ . But when à ¢Ã¢â€š ¬Ã…“Symbicortà ¢Ã¢â€š ¬Ã‚  growth is depend on various factors in marketing, need to identify the same for its performance. However expected growth of à ¢Ã¢â€š ¬Ã…“Symbicortà ¢Ã¢â€š ¬Ã‚  in 2014 was 15% (AstraZeneca-SL, 2014) Figure 1. Market share comparisons in combination Market 2013/2014. Objectives of the Report The main objective of this study will be identifying the perception and the prescribing patterns of physicians; will it impact the sales performance of a pharmaceutical product? To identify the key drivers that affects the sales performance of à ¢Ã¢â€š ¬Ã…“Combination therapyà ¢Ã¢â€š ¬Ã‚  To identify effective way of increasing sales volume of à ¢Ã¢â€š ¬Ã…“Symbicortà ¢Ã¢â€š ¬Ã‚  and secure the market share. To Increase the financial contribution to RD and strengthen the product pipeline of AstraZeneca. To provide suitable suggestions and recommendations to the management of AstraZeneca to overcome above problems. 3. Literature Review 3.1 introductions to key concept In this context of study it is really need to be understood that the variations of trends in sales impact is due to marketing concepts are used to meet the objectives. To arrive at organizational expectations, a marketing plan or a conceptual frame work of marketing is meant by marketing mix (Palmer, 2007). According to Alaà ¢Ã¢â€š ¬Ã¢â€ž ¢Eddin Mohammad Khalaf Ahmad (2013) marketing mix refers to a set of tools that offers customer which in return to an organization to achieve their objectives. Marketing mix 4ps consist of product, price, place, and promotion. When a product performance is declining and variations in performance in certain period of time, it is right to analyze the marketing mix which includes the perception of the customers towards the product, the promotion strategies and the targeted customer base is covered. Which also have a positive or negative impact on performance? Since à ¢Ã¢â€š ¬Ã…“Symbic ort Turbuhalerà ¢Ã¢â€š ¬Ã‚  is a tangible product conventional 4ps Marketing Mix has been taken as the concept to explore. 3.2 Theoretical Framework to the Project The study that has been heavily emphasized that marketing mix is increasing being adopted by in virtually all the sectors of the economy. Hence as per Aremu, M.A. and Bemiduro, J.A., (2012) marketing mix has been a major determinant of the organizations short term and long term success. Furthermore this study emphasizes that adopting marketing mix by an entrepreneur will able to gain competitive advantage as well. Since this study states that organization success can achieve with marketing mix, it will be an interesting opportunity to find out more in-depth what kind of elements will impact the same. Marketing mix is a great tool to gain competitive advantage over other marketed products (Ibidunni, O.S., 2011). As per this study it is proven that in Nigerian multinational companies and indigenous food and beverage companies have utilized marketing mix elements to arrive at a competitive advantage. And it is also clearly identified and mentioned the variables could influence the perception of the consumer towards companies achieving its performance level in the market place. This study strongly recommends indigenous companies to follow relevant marketing mix. Hence this study emphasize on marketing mix as a tool of gaining competitive advantage over other markets, will be considered as a supportive study and will be explored for further information to do this research. As the above mentioned studies Shaoming Zou and S. Tamer Cavusgil (2002) has clearly stated that the relationship between global marketing strategies has an impact on organizational performance. Global Marketing Strategies (GMS) that integrates three major perspectives which includes standardization, configuration- coordination, and integration perspectives. Since AstraZeneca Pharmaceutical is a Multinational Company impl ementing global marketing strategies can have an impact on organizational performance. The below shown Figure 2. Explains eight dimensions which global marketing strategy at which degree that is implemented to market products across other country markets. Source: Journal of marketing, Vol. 66, Page 43. This study will be further explored deeply to get information for the research. As followed by the previous study, article published in Brazilian Administration Review by Brei, V.A., Dà ¢Ã¢â€š ¬Ã¢â€ž ¢avila, L., Camargo, L.F and Engels, J., (2011) has done a meta-analysis on the influence of adaptation and standardization of marketing mix on performance in international context. The results of this analysis have shown it has a positive impact on its performance. If its adaptation, it is suggested to adapt price and followed by promotions, product and place. Since it is proven that marketing mix has a positive impact on its performance, referring this study will help to f ind out more information. Elaborating further more would like to explore more about, will prescribing patterns of physicians due to promotional strategies implemented companies through promotional staff? According to the study done by, Serhat, Vancelik. , (2007) it has been proven the promotions done by promotion staff, academic content (knowledge) which is shared with the physicians has made an impact on their prescribing pattern. This study can be explored to identify that any promotion strategies by AstraZeneca- SL will Impact the Physician prescribing Pattern. Pharmaceutical companies use scientific and educational information to physicians in giving the best treatment to their patients. But in Sri Lankan Health sector it is found to be different due to several factors. According to Geoffrey, K. Spurling, (2010) have done a systemic review to identify information from pharmaceutical companies and the quality, quantity, and cost of physicians prescribing. The results of thi s study have shown that the investment cost on promotion by the companies is competitively high and it has an impact on influencing physicians prescribing pattern. This study can be explore further to get information and will be supportive in identifying the factors in Sri Lankan Market. According to Saito S, Mukohara K, Bito S (2010), has done a survey in japan physicians to identify the relationship between the pharmaceutical Representatives or companies. The results have shown that the attitude of several physicians has an impact or influence in prescribing pattern and at a risk in long term. This is a clear identification and will be the same scenario which has impacted in srilankan market due to no regulation in controlling. Fusun. F. Gonul., (2001) has found that promotion of prescription drugs will impact on physician choice behavior. In this study not only price the promotions (detailing and sampling) have an impact on physician behavior which is positive in most cases . And physicians in this study have been categorized by fairly limited price sensitivity. This study will be deeply analyze and get further information to this research. Specially to develop questionnaires effectively. 3.3 Analyzing the findings at national level. Customer (Physicians) Perception impact on marketing mix which can be positive or negative in performance in a product or in an organization will be analyzed locally, and globally through reviewing the studies, articles, and journals stated in the theoretical frame work above in this research. The Approach to data collection analysis. In order to selecting the methodology will be looked at the possibility of accessing to primary and secondary data in terms of getting permissions. And also specifically apply theories that learned in an appropriate manner, research methods, research instruments, sample technique, data collection, and data analysis will be elaborated in this topic and will give the credibility of doing this research. Research Methodology According to Naresh, K. Malhotra., (2008) it is identified that to formulate successful marketing strategies with rich insights, will get from both qualitative and quantitative approaches in combination. In this research Quantitative approach will be used to understand the relationship of the variables. Mainly quantitative approaches such as questionnaires will be used with physicians as they are very busy and less open for lengthy or in-depth discussions. But qualitative approach may be used for measuring the medical representativeà ¢Ã¢â€š ¬Ã¢â€ž ¢s product knowledge by using secondary data available at Company. Research instrument According to Naresh, K. Malhotra., (2008) an instrument of research questionnaires have three specific objectives, first the respondents can and will answer which must translate the information in to a set of specific questions. This is a challenging objective. Second, a questionnaire must motivate and encourage getting involved in the interview. Third, it should minimize response error. So in this research Main instrument will be the questionnaire given to physicians. Ità ¢Ã¢â€š ¬Ã¢â€ž ¢s a self-administrative questionnaire. Sample Technique Judgmental sampling (typical case sampling) will be used as a sample technique. There are few reasons to use judgmental sampling. Pharmaceutical industry is an academic and informative area Data saturation could be essential Difficulty of approaching elements Relatively low cost Figure 3. Sample Design. Above sample of 35 elements will include following. 10 physicians 2 Chest Physicians 15 General Practitioners 8 Medical Officers Data Collection Primary data collection methods Questionnaires will be distributed through medical representative. Medical representatives will be educated in obtaining answers to questionnaires. Secondary data collection methods Annual Reports Territory sales reports IMS data Company internal Evaluation Reports ( Medical Representatives) Data Analysis Collection of data will be analyzed by using MS-Excel and also will be presented through bar charts, tables, and line graphs. Credibility of this proposal. This research is practical and achievable study. All sample and elements will be selected from current customer base of AstraZeneca Sri Lanka hence all customers are accessible. Since the total sample elements are restricted to 35 doctors. Completion of this research in given time frame is possible. Furthermore, financial liability is within the acceptable range. Consideration of Ethical issues. Confidentiality of collected data will be secured. Access to hospital premises will be requested before collecting data Action Plan List of reference Roger A.Plamer, Juanita Cockton, Graham Cooper (2007) Managing Marketing [Online] Available at: https://books.google.lk/books?hl=enlr=id=xc3LMeik5wwCoi=fndpg=PR3dq=introduction+on+marketing+mix+4ps+palmer+2004ots=mJ2-YoHddhsig=5-f6nj8z2BF4iteWorQBRMp_XLMredir_esc=y#v=onepageq=marketing mixf=false (Accessed: 29 March 2015) AlaEddin Mohammad Khalaf Ahmad (2013) the impact of Marketing Mix Strategy on hospitals performance measured by patient satisfaction: an empirical investigation on Jeddah Private Sector Hospital senior managerà ¢Ã¢â€š ¬Ã¢â€ž ¢s perspective, International Journal of Marketing Studies; Vol. 5, No. 6; 2013 [Online] Available at: https://www.ccsenet.org/journal/index.php/ijms/article/view/31968/18600. (Accessed: 29 March 2015) Aremu, M.A. and Bemiduro, J.A., (2012). Marketing mix practice as a determinant of entrepreneurial business performance. International Journal of Business and Management Vol. 7, No. 1; January 2012 Ibidunni, O.S., (2011) marketing mix as tools for achieving competitive advantage in Nigerian market place: Multi-National and indigenous companies in perspective. Journal of Marketing Development and Competitiveness, 5(7), pp.81-94. Shaoming Zou and S. Tamer Cavusgil (2002). The GMS: A broad conceptualization of global marketing strategy and its effect on firm performance in journal of marketing, Vol. 66, No. 4 (Oct., 2002) pp. 40-56 [Online] Available at: https://www.jstor.org/discover/10.2307/3203357?sid=21106316350763uid=70uid=385054361uid=385054351uid=3uid=2134uid=60uid=2 (Accessed: 30 March 2015) AstraZeneca à ¢Ã¢â€š ¬Ã¢â‚¬Å" SL, 2014. Internal Secondary sales data. [Excel] December 2014, Colombo: AstraZeneca Pharmaceuticals. IMS Q-4, 2014. Sri Lankan Pharmaceutical industry market statistics, software version 2014, IMS: Colombo. Top 20 Pharma, (2013). Top 20 pharmaceutical companies. [Online] Available at: https://www.contractpharma.com/heaps/view/542. (Accessed 30 March 2015) Brei, V.A., Dà ¢Ã¢â€š ¬Ã¢â€ž ¢avila, L., Camargo, L.F and Engels, J., (2011). The influence of adaptation and standardization of the marketing mix on performance: a meta-analysis in Brazilian Administration Review. [Online] Available at: https://www.scielo.br/scielo.php?pid=S1807-76922011000300004script=sci_arttext (Accessed 30 March 2015). Serhat, Vancelik. , (2007). Impact on pharmaceutical promotion on prescribing decisions of General practitioners in Eastern Turkey in BMC Public Health.[Online] Available at: https://www.biomedcentral.com/1471-2458/7/122. (Accessed 30 March 2015) Geoffrey, K. Spurling, (2010). Information from pharmaceutical companies and the quality, quantity, and cost of physicians prescribing: a systemic review. [Online] Available at: https://journals.plos.org/plosmedicine/article?id=10.1371/journal.pmed.1000352#pmed-1000352-g002. (Accessed 31 March 2015) Saito S, Mukohara K, Bito S (2010) Japanese Practicing Physicians Relationships with Pharmaceutical Representatives: A National Survey. PLOS ONE 5(8): e12193. Doi: 10.1371/journal.pone.0012193 Available at: https://journals.plos.org/plosone/article?id=10.1371/journal.pone.0012193. ( Accessed 31March 2015) Fusun. F. Gonul., Franklin, carter., (2001). Promotion of prescription drugs and its impact on physician choice behavior in journal of marketing. Vol. 65, No. 3 (Jul., 2001), pp. 79-90[Online] Available at: https://www.jstor.org/discover/10.2307/3203468?sid=21105863286271uid=385054361uid=70uid=385054351uid=2134uid=60uid=2uid=3. (Accessed 1 April 2015). Naresh, K. Malhotra., (2008). Marketing Research: An Applied Orientation, 5/E, Person education India. [Online] Available at: https://books.google.lk/books?hl=enlr=id=TKb8iORscegCoi=fndpg=PR19dq=using+quantitative+and+qualitative++research+methodology+for+a+product+to+identify+customer+perceptionots=xUpZFRQ9eXsig=TCTEBR33I9V4egJ8OwvQoFITEPcredir_esc=y#v=onepageq=quantitative and qualitativef=false. (Accessed 2 April 2015).