Dove Evolution of brand Essay Example for Free

Dove Evolution of brand Essay In 2007, Unilever’s Dove was the world ‘s number-one â€Å"cleansing â€Å" brand in the health and beauty sector. Dove Competed in all categories like cleansing bars, body washes, hand washes, face care, hair care, deodorants, anti-perspirants, and body lotion.Their competitor are PG (Procter and Gamble’s) ivory, KAO’s Jergens, Beiersdorf’s Nivea. The first Dove Product â€Å"Beauty Bar† was launched in 1957 with campaignâ€Å" Dove Soap doesn’t dry your skin because it’s one-quarter cleansing cream†. Dove positioning their product to functionality superiority product. It’s can no longer be accepted because functionality meant different things in different categories Dove was tapped to become master brand in 2000, Dove entries in all personal categories and Dove become masterbrand. To build masterbrand needed to do something different. Dove do a process of exploratory market research, consultation with experts, conversation with women, and message testing led to â€Å" The Campaign for Real Beauty†. Now Dove success become masterbrand under the title of The Dove Campaign for Real Beauty. Dove success giving a single identity to the wide range health and beauty products. Dove also organizing for brand management to support this champaign. Read Also:  Ideas for an Exploratory Essay Question Analysis 1. What is brand in the definition of Dove ? Answer : Based on Merriam-Webster, Dove is a. a small wild bird that is related to pigeons b. a gentle woman or child c. a person who does not want war and does want peace Dove is a symbol for peace, love and honesty. Dove Brand definition is a soap that give you real beauty because its more gentle than another soap so it would not dry out your skin the way soap did. So people does not worries about dry skin if used it because it was not technically soap at all. It is milder than soap-based bars. 2. What does Dove’s market positioning in the 1950s? What is its positioning in 2007? Answer : In 1950’s The first Dove product, called a beauty bar was launched in 1957. It was positioned upon its function as a superior product that doesn’t dry out the skin the way soap did. It was marketed through a mix of marketing communication tools like the Television, print media and bill boards. The advertising message was â€Å"Dove soap doesn’t dry your skin because its one-quarter cleansing cream† which was illustrated with photographs that showed cream being poured into a tablet. The advertising aspired to project honesty and authenticity, preferring to have natural looking women testifying to Dove’s benefits rather than stylized fashion models. In 2007 Dove become a Masterbrand, its name is used for all beauty bar category in Unilever, such as deodorants, hair care products, facial cleansers, body lotions, and hair styling products. The old positioning of Dove is focus on functional superiority and it can no longer be accepted because functionality meant different things in different categories. After a process of exploratory market research, consultation with experts, conversation with women, the positioning of Dove is â€Å"The campaign for Real Beauty†. The campaign begin with using ordinary people in supermodel contexts and for books of nudes featuring plain-looking models. The result was the so-called Tick-Box campaign. In this campaign, billboards were erected and viewers were asked to phone 1-888-342-DOVE to vote on whether a woman on the billboard was â€Å"outsized† or â€Å"outstanding.† The next campaign  were known internally as the Firming campaign because they promoted a cream that firmed the skin. They featured six â€Å"real† women cheerfully posing in plain white underwear. The company wanted the ads to â€Å"change the way society views beauty† and â€Å"provoke discussion and debate about real beauty.† The next step in the campaign was particularly controversial. At a Dove leadership team offsite meeting, an effort was made to engage executives in the idea behind The â€Å"Campaign for Real Beauty† by filming their own daughters discussing their self-esteem challenges. Stage four of the Real Beauty campaign involved not an advertisement, but a film. The resulting digital film was known as â€Å"Evolution†. Given its unusual length, television was not an option, and in October 2006 the film was posted to YouTube and within three months, it had been viewed three million times. 3. How did Unilever organize to do product category management and brand management in unilever before 2000? What was the corresponding structure after 2000? How was brand meaning controlled before 2000 and how is it controlled at the time of the case? Answer : Before 2000, within a product category the firm often offered multiple brands, each led by a brand manager. In effect, each brand operated as a separate business, competing with its siblings as well as the products of other firms. A staff of brand assistants executed the policies of the brand manager. Each brand manager was charged with the responsibilities of a general manager in relation to the brand, including design of strategy, delivery of profit targets, and power over many of day-to-day marketing decisions such as advertising and target promotions that were needed to achieve profitability. In 2000, Unilever began to split responsibilty for a brand between two groups, one charged with development of the brand and the other charged with building the brands in specific markets. Brand Development was centralized and global in scope. Brand Building was decentralized according to the major geographic regions in which Unilever operated. Before 2000, brand meaning controlled by Brand Manager, but at the time of case brand meaning idea is created by Brand Development but bringing to life by Brand Building. 4. Spend a little time searching blogs, using Google search, and any social media, to get a sense of what people saying about Dove today. What does this discussion contribute to the meaning of the brand? Facebook Dove Indonesia have 23.027.326 Fans Followers Dove Indonesia : 19.4K Yes, people is feel the real beauty of themselves by using Dove. Dove makes the Real Beauty. Recommendation In the Future dove must be have line extension product such as cosmetic product, to enlarge their category product, but must have same positioning with their campaign â€Å" For Real Beauty† The position must be stand for a point of view Dove can enlarge their business to retail shop (cosmetic shop) to sell all dove product and communicated their brand. To organize Brand Management, Dove under Unilever must maintain split responsibility between Brand Manager and Brand Development.

Comparing and contrating selena gomez and miley cyrus Essay Example for Free

Comparing and contrating selena gomez and miley cyrus Essay Hey, pop culture consumers and the world at large, the New York Times wants you to know that there is a distinct difference between Miley Cyrus and Selena Gomez. In a recent piece by Jon Caramanica, the Times breaks down the professional and personal trajectory between the two rising starlets, comparing their similar beginnings and their increasingly divergent paths. In it, he writes, Of late, Miley Cyrus, 20, and Selena Gomez, who turned 21 on Monday, have each been pushing back in different ways — Ms. Gomez with her role in the film Spring Breakers, and Ms. Cyrus with her sometimes erratic, sometimes free-spirited tabloid life. He then goes to argue the closer that Miley Cyrus artistic output mirrors her personal life, the better she becomes. The word choices used to describe the two pop princesses demonstrate a clear delineation between Cyrus and Gomez. Cyruss process includes feeling out new forms of rebellion, including the touristic appropriation of black culture, while Gomezs is particularly milquetoast. Her newest album, according to Caramanica, is breathy, wide-ranging, largely toothless. Caramanica is right to turn to these two young actresses/idols/musicians as a barometer of the pop cultural world, because they are certainly exemplary of the state of pop culture (and, of course, tabloid culture, as well). Both fulfill reasonable, identifiable, relatable roles for young women. Miley, the rambunctious rebel who is using her music to jettison her identity forward; Selena, a biracial young woman who is poised, graceful, and a friend any young girl would want to have; and even, to extend the comparisons of other young stars — Demi Lovato as the impassioned, slightly tortured diva, and Vanessa Hudgens as the laid-back West Coast bohemian who has eschewed music for film. Yet, for all of their seeming differences, Caramanica neglects to point out the most fascinating thing these two share: their similarities. Miley and Selena are both fervent anti-bullying advocates, loyally devoted to their fans, and welcome all types of listeners. Both of them want the population at large to believe that they are good people, even though they make bad choices — and they encourage their devotees to be kind to one anothereven when they make bad choices, too. Young girls respond to both Miley and Selena because the specific personality traits (which are, according to Caramanica, rebellious and safe, respectively) they sell to us are appealing. Where Miley harnesses an inner rebel, Selena embraces a wholesome good time in a pure, unself-conscious way (unlike, say, Taylor Swift, whose self-effacing hand-wringing is what makes her so popular with adults). Yet, it is their open accessibility and honestness, along with their all-inclusive message, that keeps a younger generation hungry. And having todays former Disney stars feel out their own way while also espousing tolerance and respect — no matter how calculated that way may be — is so much better than being subjected to a child star who insincerely sells the virginal act. The music, it appears, is secondary. (NY Times)

Sustainability Asset Management (SAM)

Sustainability Asset Management (SAM) Introduction The concept of Sustainability currently is been paid more and more attention. The idea of Triple Bottom Line (TBL) which Economic, Social and Environment or Profit, People and Planet (PPP) are concerned not only from societies or non-government organization (NGO) but also from all stakeholders; shareholders, investors, employees, customers, etc.. As there are many studies on corporate sustainability, corporate social responsibility which many of them shown positive outcome or positive relation between corporate sustainability and corporates performances or outcomes in either in monetary or non-monetary term or both (Groot Churet, 2009; Peters Mullen, 2009; Samy, Odemilin, Bampton, 2010). Monitoring system has been developed to make business more sustainable by supporting corporation to measure, indicate, monitor and report their operation or sustainability activities and performance for their performance improvement overtime. A characteristic of monitoring system should be accurate, balance in performance accounting, comparable, easy to understand and match to firms activities plan (GRI, 2010) which also mean monitoring system should able to assess sustainability performance respect to the legislation, norm, code, and standard with accountability, be able to continuous developed according to the expectations, be able to interpret and understand the positive and negative impact to the firms, comparability over companies, over time that can support organization to make decision for organization strategy, implementation plan, outcome and continuous improvement (GRI, 2010). One of the most well-known monitoring systems is Global Reporting Initiative (GRI) which will expl ore further detail in this report. This report will briefly introduce the history and the development of sustainability accounting and reporting following by the overview concept of SAM Sustainability Asset Management, Dow Jones Sustainability Indexes (DJSI) and Global Reporting Initiative (GRI) as monitoring systems. Then review and analyze a selected company, Nestle as a leader multinational food Producer Company in which their vision and mission are concerning not only on economic but also environment and social as their hope to be a part to shape the world for more sustainable (Nestle, 2010). Furthermore its relevant sustainability dimensions will be identified and described on the boundary implemented in its operation, including the indicator measured and results reported to the publics, its limitation, challenges and how will it use those indicators for company performance improvement. Literature review history and development One of the literatures of sustainability accounting and reporting development reviewed from Burritt and Schaltegger (2010) which aim to classify paths and the future of sustainability accounting and reporting assessment mentioned that there are two main developing tracks. The first one is a viewpoint of a critical theory which seen sustainability accounting development as a cause and source from corporate sustainability problems which may not reach the purpose of firms sustainability information disclosure and can be seen as a fashionable which may fade out after sometime. While another path looks sustainability reporting as a tool for management to support and make different decisions and actions according to those information. In the critical path sustainability accounting development, the Bruntland Report, World Commission on Environment and Development (WCED), was published in 1987 and seemed to pull attention from the public for the global need of sustainable development but because insufficient understanding of sustainability this corporate sustainability report was not well defined and been abandoned (Burritt Schaltegger, 2010). Even the sustainability accounting process and reports was not clear though some companies still use sustainability reports caused by the pressure from both internal stakeholder managers and external stakeholder publics, media, societies to gained competitive advantage as reputation, market opportunities and to perceived from others perception on sustainability (Bebbington et al. as cited in Burritt Schaltegger, 2010). Another sustainability accounting development, managerial path, by comparing the financial accounting, the management reports were designed to meet the need of firms managers for decision making, planning and controlling while financial statements e.g. balance sheet, financial performance reports were designed for external stakeholders in which the first sustainability reports tried to linked with these accounting reports by integrating economic, social and environment aspect to support management decision and other stakeholder decision. Burritt and Schaltegger (2010) proposed three approaches for sustainability accounting which are inside-out, outside-in and twin-track. For the first approach inside-out, it is an approach for a company to define its business strategy, implementation plan and make decision from sustainability performance measurement and reporting that trying to contribute to social and environment together with economic to strengthen their market position, gain competitive advantage from good reputation or value added to customers and even in monetary term from new technologies concerning with triple bottom line or innovated process that reduced waste, energy saving, emission reduction which decrease operational expenses and increase profit for the firm. Secondly, the approach of outside-in is an approach from external organization such as Global Reporting Initiative (GRI) that supply guideline for a company for sustainability reporting and can be used as a driven forces for management consideration of how can the firm contribute to sustainable development and meet expectation from stakeholders. In which GRI is one of the best well-known sustainability reporting guideline (Brown et al. as cited in Burritt Schaltegger, 2010). Also, the way to measure, indicate, monitoring and reporting had taken into account as the study on the market reaction to the first-time release of corporate sustainability reports (Guidry Patten, 2010) in which they examined from US firms report according to Global Reporting Initiative (GRI) found that even there were no significant market reactions from the corporates sustainability released announcement but the it is positive significant to the quality of the reports in which the more market reaction to the highest quality report than lower quality report. Those evidences could implicate that people (investors in this study) are more concern in the detail or quality of the sustainability not only to have or simply mention corporate social responsibility in the annual report (Erusalimsky et al. cited in Guidry Patten, 2010). Monitoring System: SAM Dow Jones Sustainability Indexes and Global Report Initiative One example of monitoring system that has been develop as the important of corporate sustainability and increased interested from organizations stakeholders consist of societies, media, customers, employees, NGO, investors etc. reviewed earlier, an asset management company in Switzerland, SAM; Sustainable Asset Management, specializing in corporate sustainability investments has founded in 1995 and turn to be one of the worlds leading investment groups, looking for and identify the leading companies base on sustainability criteria using one of the largest sustainability corporation database by cooperated with Dow Jones Sustainability Index (DJSI) in analyze companies all over the world in yearly basis (SAM, 2009). In 2009, from 2,500 largest companies according to Dow Jones Wilshire Global index had been analyzed and only 15% 367 companies in 57 different sectors were qualified which classified in three different level; SAM Gold Class scored more than 75%, Silver Class scored 70-75% and Bronze Class scored 65-70%. The scores were measured across all three perspectives economic, social and environment. As mentioned the SAM collaboration with DJSI. DJSI is one of the biggest and longest datable that has been launch in 1999 provided reference point for corporate sustainability assessment by measuring and indexed base on economic, environment and social criteria of the firms. The assessment processes are conducted annually by SAM using different weighted criteria in general and specific-industrial to assess companies according to firms opportunities and risk from their sustainability trends. The assessment are the response from the companies based on SAM questionnaire including companies document and from others third-party. This assessment report then will assure by Deloitte defining rules. The dimension, criteria and weighting are shown as diagram below: Source: Dow Jones Sustainability Indexes, 2010 Another example of monitoring system is GRI Global Reporting Initiative which has developed in 1997 from the idea to disclosure sustainability information framework by CRES, non-profit organization in Boston, the pioneer of environmental reporting framework since early 1990s. The first GRI version of sustainability report guidelines, G1 guideline, had released in 2000 following by the G2 Guideline in 2002 and the recent version of GRI, G3 Guideline launched in 2006 (GRI, 2010). The GRI Guideline aim support an organization to what it has to report and how to report. The overview concept can be explained by the figure: Source: Global Reporting Initiative: G3 Framework and Executive Summary (GRI, 2010). In how to report, the GRIs Principle Guidance and Protocols are provided to ensure that the report is focused to both internal and external stakeholders value. In the principle and guidance part the processes are first, to define the report content relating to core component, stakeholder comprehensiveness, sustainability perspective and completeness. Secondly, make sure the report quality by concerning with accuracy, balance, comparable, easy to understand, timely and reliable of the report. Third, set the report boundary by determine the organization unit, function or process to be include in the report. Another part on what to report Standard Disclosure, Sector Supplements and National Annexes are provided and using three different measurements which are: Profile to express strategic approach and governance, Second, Management Approach to explain the sustainability goals and management used and Third, Performance Indicators which accountable on economic, environment and social performance. Company Description: Nestlà © was established in 1867, Switzerland by Henri Nestlà © (Koese, 2008). The meaning of Nestlà © is little nest (Nestlà ©, n.d.). The first product of Nestlà © was FarineLactee Nestlà © for children who mother cannot feed them with the breast. The current product line including chocolates, soups, instant coffee, cornflakes, frozen foods, seasoning and mineral water as well as they expanded their products to pet foods, pharmaceutical, and cosmetics (Sefcik, n.d.). Nestlà © accomplished with the innovative and business acquisitions to become the world largest Food Company in term of sales which has factories in 83 countries globally. The vision of Nestlà © is known as the leading in Nutrition, Health, and Happiness company (Nestlà ©, 2010; Mali, Ali, Rana, Ilyas Khan, n.d.). According to Nestlà © (2010) stated that Our mission  of Good Food, Good Life  is to provide consumers with the best tasting, most nutritious choices in a wide range of food and beverage categories and eating occasions, from morning to night. With it vision and mission, Nestlà © focuses on 5 areas namely the consumers, human rights and labour operations, human resources, supplier and customers, and environment (The Nestlà © Corporate Business Principles, 2010) using 10 principles on its business operations consist of: Consumers Nutrition, health, and wellness is the first principle that company needs to increase the quality of consumers daily life by adding more tastier and healthier to their products. Quality assurance and product safety provides the safe and high quality to consumers. Consumer communication, the company provide responsible to consumers to reach consumers need such as infant foods. Human rights and labour operations Human rights in our business activities is the fourth principle which emphasizing providing and supporting good real situation of human right and labour performances via business activities. Human resources Fifth principle is leadership and personal responsibility by respecting and reputing to all staff as well as motivating and providing opportunities to develop themselves in management and leadership. Safety and health at work is the sixth principle of business operations that concern with obviating the hazard, harm, and sickness from work. Suppliers and customers The seventh principle is suppliers and customers relations by expressing the reliability and equality to contractors and clients. Agriculture and rural development, the company provides the advancement in the production, community, and financial to farmers and rural people as well as create environmentally friendly in term of sustainability. Environment Ninth is environmental sustainability. The company takes the sustainability in environmentally friendly into action through business activities as well as product life cycle by using the resources efficiently. The last principle is water due to the company create the sustainable of water as well as development in water systems by managing as the confining resources. Sustainability dimensions most relevant to Nestlà © Nestlà © is responsible for creating the corporate achievement in long term in term of creating shared value. (Nestlà ©, 2009) The company follows the highest standard of business activities and environmental sustainability which concerns in various areas of sustainability such as socio-cultural, economic, and environmental. Refer to the companys objective is known as the leader in Nutrition, Health, and Wellness; it relates with the sustainable in triple bottom lines such as financial, social, and environment issues (Nestlà © Oceania, 2009). Nestlà © believes their business activities in term of sustainability can create environmentally friendly for future. (Nestlà ©, 2009) Regarding to sustainable development to Nestlà ©, it can define as the expansion that reach the need in the present by using the fully ability to satisfy individuals need of next generation. Description: CSV Conversely, the company makes business profit in long term by going beyond cooperation and sustainable to create value for investors and society. In addition, Nestlà © emphasizes on the global environmental issues such as nutrition, water, and rural development as well as these issues can create strong business strategy and competitive advantage to increase the shareholder value and attain the socials requirement (Nestlà ©, 2009). The dimensions relevant to Nestle are categorized as: Socio-cultural dimensions First of all, nutrition is one of the relevance of Nestlà ©s sustainability due to the company focuses on helping people and society healthy (Nestlà ©, 2009). The company creates the nutrition aim to improve health and provide more choice to consumers as well as adding up quality of life. In addition, the company also focuses on the lowest impact with environmental problems. Moreover, the company needs to provide knowledge and understanding in the consumers. The company tries to develop and improve their products with high quality of foods to support low-income consumer as well as pursuing with World Health Organizations regulation. Furthermore, Nestlà © renovates products by providing the nutrition labelling and descriptions on the packaging as well as develop nutritional knowledge and training in infant formula marketing employees (Nestlà ©, 2009). Nestlà © has several aspects that make corporate sustainability. For instance, the research and development is one of factor that concern for the social sustainability. The RD needs to have well planning to drive the company achievement in the consumers needs. The company also provides diversify of products to improve branded active benefits for health benefits to customers. However, there are some problems that Nestlà © faces such as the increasing rate of obesity in the developing countries (Nestlà ©, 2009). Second, rural development is one of aspects that Nestlà © concerns due to the company works directly with the farmers. Most of them live in the rural areas and work as agriculturists. Nestlà © creates sustainable by supporting them to have better standard of living, increasing in productivity, and protecting the environment. The company also has the high quality of raw material to support the consumers and make more profit because they reduce the intermediaries. Nestlà © supports social sustainability by providing the knowledge, loans, rural employment, and training as well as technical assistance to rural people. The company also manages the relationship with suppliers to save the distribution costs and obtain high quality of raw materials. Moreover, the company can create shared value via supplier development by providing training and knowledge as well as reach high standard of the company (Nestlà ©, 2009). Last are human resources that focus on the sustainability and stability in work life as well as the employees satisfaction. Nestlà © aims to invest for professional training and development in quality of staff as well as provide the job opportunities and environmental in the workplace. The company also needs to create the respect and parity at all level within the company (Nestlà ©, 2009). Health and safety is one of the important factors that can create the sustainability in organization such as the zero accident during work. Employees need to work in the secure and comfortable place which can create more productivity. The relationship within employee is emphasizing on the human rights, culture and equity which can connect to the sustainable in corporation. Moreover, Nestlà © concerns in the gender balance in term of multicultural diversity within the company. Training and learning are necessary to create business success by staffs need to understand their job and use effectively skills as well as the company provides the management training and leadership development to their employees. In addition, Nestlà © creates in employee engagement and workplace wellness to build corporate sustainable (Nestlà ©, 2009). Environmental dimensions Nestlà © concerns in water and environmental sustainability which improve production process and environmental performance as well as they produce goods with lowest environmental effect. The company launches the environmental sustainability programs to reduce use in water and natural resources as well as develop the packaging to maintain environmentally friendly. Moreover, company promotes more sustainable in supply chain management in water. Nestlà © is continuing to improve the environmental performance such as water resources and reduce the energy consumption as well as renovate energy sources (Nestlà ©, 2009). Nestlà © has environmental management to improve the sustainable development in order to business activities. The company is also responsible for engaging stakeholders performance and capture leadership role. The company also creates the environmental sustainability in product life cycle by focusing on the environmental impacts such as production process, conveyances, a nd consumption. Water is the natural resources that an essential for Nestlà © due to the company uses water for agriculture. (Nestlà ©, 2009) Therefore the company manages the water resource as main factors of creating shared value. Another factor is climate change, Nestlà © concerns for the greenhouse gas emanation by improving energy, and converting to cleaner fuels as well as renewal of energy. Moreover, transport and distribution, the company works on the environmental impact to reduce the environmental issues. The company also reduces the waste and recovery of by-products and increases the reprocess of by-products as well. In addition, Nestlà © emphasizes on the packaging due to it is necessary for food safety by providing the nutritional information to consumers. Hence, the company focuses on the innovative of packaging that makes from natural resources such as plastics as well as motivates consumers to reuse plastic bottle (Nestlà ©, 2009). Economical dimensions Nestlà © provides the economic sustainability through the principles and policies which concerns in management approach. (Nestlà ©, 2009) Nestlà © also indicates the economic sustainability into risk and opportunities in climate change. Nestlà © create sustainability in core strategy in term of rural development due to the company provides knowledge training to communities as well as develop the rural areas. Moreover, the company provides long term micro financial loans to farmer as well as employment. Nestlà © has project to invest and develop in term of agriculture activities such as growing and improving coffee quality and sustainability. Nestlà © also shares the Creating Shared Value and supply chain in order to consumers, suppliers and distributors, industry, employees, government, and shareholders which sharing as consumer surplus, suppliers of raw materials and packaging, price and cost of company productivity, job and revenue of staff, taxes, and enhance in share-holder value. Analysis of Nestle indicators From Nestle company perspective, they believed that Creating Shared Value for societies that go beyond regulations, business principle, code of conduct compliance and sustainability to protect the future concerning with all stakeholders can create long-term value for their shareholder and company value in the term of economic, innovation, social and environment too. They are support UN Global compact and committed business principle base on sustainability and had developed conceptual framework measured the impacts on all stakeholders which depict as the figure below. Apart from the stakeholders impact matrix mentioned, they also looked in to materiality issues and analyze on their value chain which concerning from stakeholders and identified key performance index, focused area and prioritize according to degree from low to high of the impact and the interest of society that helped the company to utilize resources allocation, clearly goals setting and proper action plan in each focused areas. Source: Nestle Creating Shared Value, published on www.nestle.com, 2010 Analyzing to the Nestle monitoring system, their recent indicators are measured and reported in the form of United Nation Global Compact Principles which are Economic, Nutrition, Water, Environment Sustainability, Rural development, Suppliers, People and in addition with external assessment from SAM using Dow Jones Sustainability Indexes (DJSI) and Bureau Veritas assurance for Global Reporting Initiative (GRI). This report will describe and evaluate indicators from the dimensions of Socio-Cultural, economic and environment by using DJSI and GRI for analysis. Overall, results of performance indicator by SAM, Nestle been classified in to SAM Gold Class and ranked second leader in Food Producers Sector according to SAM methodology and assessment as shown in figure below. Source: SAM Sustainability Yearbook 2010 The performance indicators measured were weighting across Economic 34%, Environment 29% and Social Dimension 37% which can been seen that it got highest score in Social Dimension and almost highest in Environment Dimension that match with the firm focused areas on Nutrition, Rural development Our people as Social and Water Environment Sustainability as Environment Dimension as shown in table below. Source: SAM Company Benchmarking Scorecard, Corporate Sustainability Assessment, 2010 Looking into another indicator, GRI, Nestle GRI report shown its application level on B+ which mean they met criteria requirement in level B shown below and the report assured by external auditor Bureau Veritas. The reasons Nestle not met level A are because the reports did not respond to core G3 version and Sector Supplement Indicator; Nestle are categorized in Food Producers Sector. Source: GRI Application Levels version 3.0, 2010 The detail indicator analysis according to different dimension will explain in the following section. Economic Dimension DSJI Sustainability Assessment in economic dimension In DJSI Economic Dimension, it evaluated in 6 criteria indicators using the Sustainability Assessment questionnaire responded from the company, Nestle, consist of Corporate Governance Risk Crisis Management Code of Conduct / Compliance / Corruption Bribery Innovation Management Health Nutrition Strategy for Emerging Markets The DJSI report of Nestle Company evaluated by SAM can be seen as table below: It can be seen that Nestle Score are more than average in every area that evaluated by the answers responded from the questionnaire. For example: In corporate governance, it reported Checks Balance of the Board structure using two-tier system with supervisory board from non-executive and independent directors of total 14 persons compared to 13 from management board from executive management and the role of CEO is split from Chairman. It reported formal corporate government statement. There are 3 women in board for gender diversity. Board owned the company stock to align with long-term interest of shareholders. Another example in Risk Crisis Management including water and climate which Nestle got the best score shown that it assigned specific management staff Head of Group Risk Management, to response and report in this area, it using risk analysis tool such as HACCP, Fault Tree Analysis (FTA), etc. and correlated analysis all this risks to business and financial risk including sensitivity and stress test such as change in carbon pricing, water quality. It has contingency plans using Nestle Environmental Management System (EMS) including ISO14001. More detail questionnaire answers can be seen from SAM Research Corporate Sustainability Assessment Questionnaire, DJSI Sustainability Assessment 2010, NESTLE SA/AG. Global Reporting Initiative (GRI) for Economic dimension measuring in 3 performance areas as Economic performance, 4 indicators: EC1, EC2, EC3 and EC4 Market presence, 3 indicators: EC5, EC6 and EC7 Indirect economic impacts, 2 indicators: EC8 and EC9 For example: Nestle reported EC1: Direct economic value generated and distributed as below figures: It reviewed that the group achieved organic growth of 4.1% but because of Swiss franc currency weakness, it reported sale down to 107.6 Billion CHF. While the EBIT margin is increased to 14.6% and also dividend per share are increased 14.3%. The profitability is increased because of the cost saving target from Nestle Continuous Excellence (NEC) program. Also it increases its RD investment by 1.9% of sale for long-term brand building and investment. Another example of EC2 Risks and opportunities due to climate change: It can be seen that Nestle has improve energy efficiency and renewable energy expansion use over year such as it reduced greenhouse gas emissions by 3.1% from 2008. Environmental Dimension DSJI Sustainability Assessment in environmental dimension The score are measured in 8 different sub dimensions and Nestlà ©s score are shown in below table: Nestlà ©s all scores are above the average and some of them get the best score. Those score achieved by the company performance, for example in Environmental Policy / Management System, Nestle has adopted environmental policy which committed to environment since publish global policy on environment in 1991 where preserving natural resources and reduced wasted are in its operations which include the reduction use of water per kilo of food and beverage produced, signed UN Global Compact, improved environment through SAI-platform (Sustainable Agriculture Initiative), participated Carbon Disclosure Project (CDP), shared knowledge through Greening the Supply Chain (CGS) program which help suppliers to develop their EMS (DJSI, 2010). Nestle EMS verify by ISO14001. Another indicator in Operational Eco-Efficiency, reported that the EP- Direct Greenhouse Gas Emissions in 2009 was 3976158 Metric ton CO2 equivalent compared to 4104488 in 2008, also Indirect Greenhouse Gas Emissions, Energy purchased, Water consumption, Waste generation were reduced from the previous year. Additional example of Packaging indicator, Nestle policy is integrated with environmental aspects which applied to holistic life cycle farm to consumer to reduced weight and volume of materials, Packing reduction, recyclable packaging, use recycled materials, biodegradable packaging, recovered energy from used packages in which all detail reported can be seen from Nestle publications, eco-design and by invested in RD Sustainability Council to ensure that sustainability is taking in to account in all development products. Global Reporting Initiative (GRI) in Environment Dimension are measured in 9 different areas as Material: 2 indicators EN1 and EN2 Energy: 5 indicators EN3 to EN7 Waster: 3 indicators EN8, EN9, EN10 Biodiversity: 5 indicators EN11, EN12, EN13, EN14 and EN15 Emissions, effluents and waste: 10 indicators EN16 to EN25 Products and Services: 2 indicators EN26 and EN27 Compliance: 1 indicator EN28 Transport: 1 indicator EN29 Overall: 1 indicator EN30 At Nestle, for example in Material EN1: Materials used by weight or volume, it shown that it reduced 58,995 tons of materials weight from 21.43 million tons in 2008 to 21.18 million tons in 2009 as table below: Next example of Energy EN3: Direct energy consumption by primary energy source. It can be seen that Nestle had reduced energy consumption and move toward renewable energy sources. Additional example of Water EN8: Total water withdrawal by source in which Nestle aim to be the most efficiency water user and they can reduced 143 million cubic meters in 2009. Another example of Emissions, effluents and waste EN16: Total direct and indirect greenhouse gas emissions by weight reported reduced in 2009 compared to 2008. Further example of Products and Services EN26: Initiative to mitigate environmental impacts of products and services, and extend of impact mitigation. Nestle conducted Life Cycle Assessments to determine the impact to environment from its product such as coffee products and used those information for RD and share among communities for further improvement as shown in figure below: Social Dimension DSJI Sustainability Assessment in social dimension SAM was assessed in 7 main area indicators which Nestle assessment score are shown as below table: For example in Labor Practice Indicators, Nestle reported that it has a strict policy of non-discrimination base on gender, ethnic, nationality, religion and performance characteristic which from the Labor KPI as Non-Discrimination / Diversity shown 33% of women in the workforce and 27% in management position and the diversity distribute among 33.9% in Europe, 38% in America 28.1% in Asia, Oceania and Africa. Also for the safety in the workplace it used international standard of OHSAS 18001 as safety work indicators in which only 0.23 in

Communication Problems in the Workplace Essay -- Personal Narratives C

Communication Problems in the Workplace I work at Geneva Ace Hardware. My most important job, among my many duties, is to help customers. Usually everything goes ok, but there are always a few customers that can be hard to deal with. I’ve had to deal with Mexicans who can barely speak English. I’ve had to deal with Mexicans who use their 5 year old children/grandchildren as translators. I once had to deal with a Canadian couple whose accent was so rich; I would have about a 30 second delayed response to try to convert their English into my English. Then there are the people who just won’t accept my help because I’m only a kid. None of these people compare to the dude that was deaf. About a month ago I was standing in the main aisle of Ace chatting with Lambert, one of my coworkers. As we were talking, I noticed a guy approaching us. When I looked over my shoulder, I saw him stare right into my eyes, so I knew he needed some help. This was a big guy. He must have been 5’10† and 350 pounds, but it wasn’t exactly like he was fat. He was the kind of guy that had a lot of muscle, and then he had a layer of fat over that. This dude’s forearms were bigger than my lower legs. He had short, brown hair with a receding hairline. He had on work clothes, and he was sporting a big pair of wire-rimed glasses. These are the kind of glasses my grandpa would wear. This guy was probably in his late 40’s, but his karma made him appear much older. Anyway, as he’s approaching, I asked him if...

Hamlet Essay -- essays research papers

Prince Hamlet is depressed. Having been summoned home to Denmark from school in Germany to attend his father’s funeral, he is shocked to find his mother Gertrude already remarried. The Queen has wed Hamlet’s Uncle Claudius, the dead king’s brother. To Hamlet, the marriage is â€Å"foul incest.† Worse still, Claudius has had himself crowned King despite the fact that Hamlet was his father’s heir to the throne. Hamlet suspects foul play. When his father’s ghost visits the castle, Hamlet’s suspicions are confirmed. The Ghost complains that he is unable to rest in peace because he was murdered. Claudius, says the Ghost, poured poison in King Hamlet’s ear while the old king napped. Unable to confess and find salvation, King Hamlet is now consigned, for a time, to spend his days in Purgatory and walk the earth by night. He entreats Hamlet to avenge his death, but to spare Gertrude, to let Heaven decide her fate. Hamlet vows to affect madness—puts â€Å"an antic disposition on†Ã¢â‚¬â€to wear a mask that will enable him to observe the interactions in the castle, but finds himself more confused than ever. In his persistent confusion, he questions the Ghost’s trustworthiness. What if the Ghost is not a true spirit, but rather an agent of the devil sent to tempt him? What if killing Claudius results in Hamlet’s having to relive his memories for all eternity? Hamlet agonizes over what he perceives as his cowardice because he cannot stop himself from thinking. Words immobilize Hamlet, but the world h...

John Steinbecks Of Mice and Men Essay -- Essays Papers

Of Mice and Men Similarities and Differences Between George and Lennie John Steinbeck’s Of Mice and Men concerns and unlikely couple who travel about the country searching for work. Throughout the novel, characteristics of important people are similar yet different. George Milton and Lennie Small are two characters that have many differences physically, but many similarities mentally. Initially, George Milton is a kind, short and trustworthy companion of Lennie. George travels with Lennie and helps him to survive although Lennie is more of a burden than a help. Before Aunt Clara dies, she places the trust of her only relative in the hands of George. George protects Lennie in many parts of the story by creating a reason for Leenie not to leave, such as; â€Å" Somebody’d shoot you for a coyote if you was by yourself† (13). George often insults Lennie and â€Å"gives him hell† (87) but he doesn’t really mean it. Although he often talks about how much better off he could be without Lennie, George secretly relies on Lennie. When Lennie offers to leave, George virtually pleads with him to stay by saying, â€Å"I was jus’ foolin’† (13) This is because George depends on Lennie to a certain extent for his unconditional friendship. George has two important characteristics which are pointed out within the novel. His friendl iness is immediately present as he makes friends with Candy, Carlson, Slim, and the other ranch hands. George is also intelligent . He expresses his desire to be diff... John Steinbeck's Of Mice and Men Essay -- Essays Papers Of Mice and Men Similarities and Differences Between George and Lennie John Steinbeck’s Of Mice and Men concerns and unlikely couple who travel about the country searching for work. Throughout the novel, characteristics of important people are similar yet different. George Milton and Lennie Small are two characters that have many differences physically, but many similarities mentally. Initially, George Milton is a kind, short and trustworthy companion of Lennie. George travels with Lennie and helps him to survive although Lennie is more of a burden than a help. Before Aunt Clara dies, she places the trust of her only relative in the hands of George. George protects Lennie in many parts of the story by creating a reason for Leenie not to leave, such as; â€Å" Somebody’d shoot you for a coyote if you was by yourself† (13). George often insults Lennie and â€Å"gives him hell† (87) but he doesn’t really mean it. Although he often talks about how much better off he could be without Lennie, George secretly relies on Lennie. When Lennie offers to leave, George virtually pleads with him to stay by saying, â€Å"I was jus’ foolin’† (13) This is because George depends on Lennie to a certain extent for his unconditional friendship. George has two important characteristics which are pointed out within the novel. His friendl iness is immediately present as he makes friends with Candy, Carlson, Slim, and the other ranch hands. George is also intelligent . He expresses his desire to be diff...

Analysis and Design of Software Architecture Essay

Outline 1 2 3 4 5 6 7 8 Development Process Requirements Quality Attributes Runtime QA Non-runtime QA Requirements Analysis: Example Architectural Analysis & Design Architectural Views Denis Helic (KMI, TU Graz) SA Analysis and Design Oct 19, 2011 2 / 78 Development Process Methodology Diï ¬â‚¬erent software development processes have software architecture as a part of the process Rational uniï ¬ ed process Spiral development method Agile development method Evolutionary rapid development Denis Helic (KMI, TU Graz) SA Analysis and Design Oct 19, 2011 3 / 78 Development Process Place of SA in SDP Figure: Source: Software Architecture Primer by Reekie, McAdam Denis Helic (KMI, TU Graz) SA Analysis and Design Oct 19, 2011 4 / 78 Development Process Methodology After the initial requirements analysis but before software design The ï ¬ rst architecture is also a communication basis with the customer Inputs for the development of the architecture: 1 2 Requirements Context (technical, organizational, business, †¦) Denis Helic (KMI, TU Graz) SA Analysis and Design Oct 19, 2011 5 / 78 Requirements Analysis At the beginning there is always a customer who wants a speciï ¬ c software system Customer â€Å"wishes† are always informal Interviews, some documents, some Excel tables, †¦ We need to analyze such informal records and structure it Requirements engineering is a huge ï ¬ eld but we just illustrate here one possibility Denis Helic (KMI, TU Graz) SA Analysis and Design Oct 19, 2011 6 / 78 Requirements Analysis The results of the requirements analysis: 1 2 Functional requirements Non-functional requirements (a) Runtime qualities (b) Non-runtime qualities 3 Contextual requirements Denis Helic (KMI, TU Graz) SA Analysis and Design Oct 19, 2011 7 / 78 Requirements Functional requirements A technical expression of what a system will do Arise from stakeholder needs Structured language: software requirements speciï ¬ cation Use cases: structured description of user interactions with the system Formal models: e.g. state-charts Denis Helic (KMI, TU Graz) SA Analysis and Design Oct 19, 2011 8 / 78 Requirements Non-functional requirements Other needs than directly functional or business-related Generally expressed in the form of quality-attributes Runtime quality attributes Non-runtime quality attributes Denis Helic (KMI, TU Graz) SA Analysis and Design Oct 19, 2011 9 / 78 Requirements Contextual requirements What technology is available? Expertise of the development team Previous experience of users/customers Technical, business, market, legal, ethical, †¦ Denis Helic (KMI, TU Graz) SA Analysis and Design Oct 19, 2011 10 / 78 Quality Attributes Need to address QAs Without any need for performance, scalability, †¦ any implementation of functionality is acceptable However, we always need to take into account the broader context E.g. hardware, technological, organizational, business, †¦ The functionality must be there but without proper addressing of QA it is worth nothing Denis Helic (KMI, TU Graz) SA Analysis and Design Oct 19, 2011 11 / 78 Quality Attributes Inï ¬â€šuence on QAs Typically, a single component can not address a QA completely Any QA is inï ¬â€šuenced by multiple components and their interactions E.g. a UI component has a high degree of usability: however, usability of the system is compromised if a data management component has poor performance in accessing the data → users need to wait long → poor usability Components and their interactions → software architecture QAs are directly inï ¬â€šuenced by software architecture Denis Helic (KMI, TU Graz) SA Analysis and Design Oct 19, 2011 12 / 78 Runtime QA PURS PURS (performance, usability, reliability, security) Performance: time performance, memory, disk, or network utilization Usability: human factors, easy to learn, easy to use, †¦ Reliability: availability, safety, †¦ Security: authentication, data protection, †¦ Denis Helic (KMI, TU Graz) SA Analysis and Design Oct 19, 2011 13 / 78 Runtime QA Performance Time performance is most obvious Measured in the number of operations per second Also, latency: the time from receiving an input and producing an output Other measures: memory, disk, network utilization or throughput Denis Helic (KMI, TU Graz) SA Analysis and Design Oct 19, 2011 14 / 78 Runtime QA Performance Diï ¬â‚¬erent measures are typically traded oï ¬â‚¬ against each other E.g. increasing throughput may increase latency Time performance might be increased with more memory True performance of the system is not only deï ¬ ned by performance of single components But also by their interactions and the overall processes in the system Denis Helic (KMI, TU Graz) SA Analysis and Design Oct 19, 2011 15 / 78 Runtime QA Performance factors Choice of algorithms Database design Communication Resource management Denis Helic (KMI, TU Graz) SA Analysis and Design Oct 19, 2011 16 / 78 Runtime QA Choice of algorithms Performance of algorithms is measured by their complexity (big O) E.g. linear complexity: O(n) Running time increases in direct proportion to the size of the data E.g. polynomial complexity: O(n2 ) It does not scale: double size of the data – running time increased by factor of 4 Goal: O(nlog (n)) Denis Helic (KMI, TU Graz) SA Analysis and Design Oct 19, 2011 17 / 78 Runtime QA Database design Performance of database queries can dominate the overall performance The design of the tables has enormous impact on the overall performance Techniques to improve it: lazy evaluation, replication, caching Some additional cost to manage replication and/or caching In-memory databases (real-time systems) Developing a new database (search engines) Denis Helic (KMI, TU Graz) SA Analysis and Design Oct 19, 2011 18 / 78 Runtime QA Communication Network overhead Package data according to a protocol, sending data over network Each layer means additional overhead Think how to use network: packaging binary data as XML!? Use more compact formats, e.g. JSON vs XML Denis Helic (KMI, TU Graz) SA Analysis and Design Oct 19, 2011 19 / 78 Runtime QA Resources management Overloaded components need to be avoided A chain is only as strong as its weakest link! E.g. a single-threaded shared resource is in use: all other threads are blocked Very diï ¬Æ'cult to track down Denis Helic (KMI, TU Graz) SA Analysis and Design Oct 19, 2011 20 / 78 Runtime QA Usability Usability is a very rich ï ¬ eld If usability is important you will need a usability expert Combination of many factors: responsiveness, graphical design, user expectations, conï ¬ dence Measuring with time taken to complete task, error rate, time to response, †¦ Denis Helic (KMI, TU Graz) SA Analysis and Design Oct 19, 2011 21 / 78 Runtime QA Responsiveness and data availability An example of relations between QAs Usability requires that the system responds to user actions within a certain period of time If it is a complex system this need translates into performance along the path of the user action Denis Helic (KMI, TU Graz) SA Analysis and Design Oct 19, 2011 22 / 78 Runtime QA Responsiveness and data availability Figure: Usability vs. Performance Source: Software Architecture Primer by Reekie, McAdam Denis Helic (KMI, TU Graz) SA Analysis and Design Oct 19, 2011 23 / 78 Runtime QA Discussion on relations between QAs This diagram shows that we need to pay attention to tuning communication between B and Y Performance of the communication channel is a consequence of a usability requirement Do we need to support security of the communication channel? Denis Helic (KMI, TU Graz) SA Analysis and Design Oct 19, 2011 24 / 78 Runtime QA Discussion on relations between QAs This diagram shows that we need to pay attention to tuning communication between B and Y Performance of the communication channel is a consequence of a usability requirement Do we need to support security of the communication channel? We support QAs always only as a response to user needs Never because it is needed anyway! Denis Helic (KMI, TU Graz) SA Analysis and Design Oct 19, 2011 24 / 78 Runtime QA Discussion on relations between QAs If we support security even if it is not needed Very often QAs exercise opposing forces on the system Security requires a lot of checking: performance will suï ¬â‚¬er → usability will suï ¬â‚¬er A minimalistic approach: develop only what is required! Denis Helic (KMI, TU Graz) SA Analysis and Design Oct 19, 2011 25 / 78 Runtime QA Reliability In traditional engineering disciplines reliability measures the failure rate of the system Failure rate speciï ¬ ed by mean time to failure MTTF A related measure: mean time between failures MTBF MTTR is mean time to repair A is availability Denis Helic (KMI, TU Graz) SA Analysis and Design Oct 19, 2011 26 / 78 Runtime QA Reliability MTBF = MTTF + MTTR A= A= MTTF MTBF MTTF MTTF +MTTR E.g. expected availability of Web systems: Denis Helic (KMI, TU Graz) SA Analysis and Design Oct 19, 2011 27 / 78 Runtime QA Reliability MTBF = MTTF + MTTR A= A= MTTF MTBF MTTF MTTF +MTTR E.g. expected availability of Web systems: 1 (always up-and-running) =⇒ MTTF → ∞ Denis Helic (KMI, TU Graz) SA Analysis and Design Oct 19, 2011 27 / 78 Runtime QA Reliability Increasing reliability involves testing However, impossible to prove that a system is correct, i.e. without bugs Acceptability of errors depends on the  nature of a system Personal desktop use: bugs are typically tolerated Enterprise level: medium reliability level High-reliable systems: bugs can be fatal Denis Helic (KMI, TU Graz) SA Analysis and Design Oct 19, 2011 28 / 78 Runtime QA Security Increasingly important aspect of systems is security Because systems are exposed to threats Especially networked systems As with other QAs security is a set of related responses to user needs Denis Helic (KMI, TU Graz) SA Analysis and Design Oct 19, 2011 29 / 78 Runtime QA Authentication Requirement for identiï ¬ cation of users with a system Users present credentials so that the system can identify them Typically username and password Other forms: certiï ¬ cates, smart cards, biometric features Denis Helic (KMI, TU Graz) SA Analysis and Design Oct 19, 2011 30 / 78 Runtime QA Authorization After authentication authorization which functions and what data is available for users This information is captured in an authorization model Access control lists (ACL) deï ¬ ne who can access and how a resource might be accessed E.g. read access, write access, delete access, †¦ Denis Helic (KMI, TU Graz) SA Analysis and Design Oct 19, 2011 31 / 78 Runtime QA Authorization Drawbacks of ACLs It is resource based, e.g. a page in a CMS Often, authorization needs to address functions or tasks Also, managing of ACLs is diï ¬Æ'cult, e.g. subresources of resources Also, performance problems with checking Denis Helic (KMI, TU Graz) SA Analysis and Design Oct 19, 2011 32 / 78 Runtime QA Authorization Another model: role-based access control (RBAC) Roles are used to manage many-to-many relations between users and permissions Roles are used to represent the job functions, e.g. author, teacher, student in an E-learning system Permissions are modeled as parts of roles, e.g. create page, create tests, †¦ Users are than assigned to a role and acquire automatically permissions of that role Denis Helic (KMI, TU Graz) SA Analysis and Design Oct 19, 2011 33 / 78 Non-runtime QA MeTRiCS MeTRiCS (maintainability, evolvability, testability, reusability, integrability, conï ¬ gurability, scalability) Maintainability: how easy can you ï ¬ x bugs and add new features Evolvability: how easy your system copes with changes Testability: how easy can you test the system for correctness Denis Helic (KMI, TU Graz) SA Analysis and Design Oct 19, 2011 34 / 78 Non-runtime QA MeTRiCS Reusability: how easy is to use software elements in other contexts, e.g. a software library Integrability: how easy you can make the separately developed components of the system work correctly together Conï ¬ gurability: how easy can a system be conï ¬ gured for diï ¬â‚¬erent installations and target groups Scalability: how easy the system copes with a higher performance demand Denis Helic (KMI, TU Graz) SA Analysis and Design Oct 19, 2011 35 / 78 Non-runtime QA Maintainability This QA considers the whole lifecycle of a system What happens during system operation? Property that allows a system to be modiï ¬ ed after deployment wirh ease E.g. extensible, modiï ¬ ed behavior, ï ¬ xing errors Denis Helic (KMI, TU Graz) SA Analysis and Design Oct 19, 2011 36 / 78 Non-runtime QA Maintainability At the design and implementation level Code comments Object-oriented principles and design rules Consistent programming styles Documentation Denis Helic (KMI, TU Graz) SA Analysis and Design Oct 19, 2011 37 / 78 Non-runtime QA Maintainability Maintainability is very important because any software system will change over time Experience shows that such changes tend to degrade the system over time Software systems are subject to entropy The cumulative eï ¬â‚¬ect of changes degrades the quality of the system Denis Helic (KMI, TU Graz) SA Analysis and Design Oct 19, 2011 38 / 78 Non-runtime QA Maintainability The systems tend to become messy systems Regardless of how a nice plan you had at beginning Design for change – recollect OO design rules Abstract messy parts of the system so that they can be exchanged Denis Helic (KMI, TU Graz) SA Analysis and Design Oct 19, 2011 39 / 78 Non-runtime QA Maintainability Don’t be afraid to refactor and rewrite and redesign Each software vendor does this with major versions Create throw-away prototypes Think out-of-box and innovate Don’t always follow a hype – very often nothing new in hypes E.g. Web services Denis Helic (KMI, TU Graz) SA Analysis and Design Oct 19, 2011 40 / 78 Non-runtime QA Testability Means to improve testability Test cases: if something fails there is a bug Separation of the testing framework and the system, i.e. testing with scripts from outside Logging Denis Helic (KMI, TU Graz) SA Analysis and Design Oct 19, 2011 41 / 78 Non-runtime QA Conï ¬ gurability Ability of a system to vary its operational parameters without re-compiling or re-installing E.g. selecting appropriate database drivers, conï ¬ guring network parameters, †¦ Typically, realized by a set of conï ¬ guration ï ¬ les E.g. Apache Web server conï ¬ guration ï ¬ le sets host name, virtual hosts, †¦ Denis Helic (KMI, TU Graz) SA Analysis and Design Oct 19, 2011 42 / 78 Non-runtime QA Conï ¬ gurability Conï ¬ gurability interacts with other QAs such as testability, maintainability, reliability High degree of conï ¬ gurability tends to have a negative impact on those QAs Testing of diï ¬â‚¬erent system conï ¬ guration becomes more diï ¬Æ'cult → reliability compromised Conï ¬ gurable components will be strongly parametrized → decreased maintainability Denis Helic (KMI, TU Graz) SA Analysis and Design Oct 19, 2011 43 / 78 Non-runtime QA Scalability Ability of a system to increase its capacity without re-compiling or re-installing E.g. serving additional Web pages means only copying these Web pages into a Web server ï ¬ le system Sometimes increasing capacity means increasing hardware, e.g. Web server clusters Managing user session on the client side, means only providing additional code-on-demand from the server Denis Helic (KMI, TU Graz) SA Analysis and Design Oct 19, 2011 44 / 78 Requirements Analysis: Example System description Web-based Network Analysis Tool: W-NAT A simple and usable system for network analysis is needed. Networks are entities that contain not only individuals but also their connections with other individuals (see e.g. 3 for an example). The system accepts a network representations as a list of pairs of connected nodes stored in a dataset ï ¬ le. Nodes are represented as integers. An edge between two nodes is stored as a line containing two nodes delimited by a tabulator. Users might upload datasets to the systems and store them for further analysis. Each user might upload multiple datasets and can execute various analysis on those datasets. The system keeps the track of the analysis history for each user. Users may calculate degree distributions, network diameter, clustering coeï ¬Æ'cient, connectivity measures, singular values, and diï ¬â‚¬erent centrality measures. Denis Helic (KMI, TU Graz) SA Analysis and Design Oct 19, 2011 45 / 78 Requirements Analysis: Example System description Web-based Network Analysis Tool: W-NAT Users can execute various calculations on multiple datasets in parallel. The system must not be blocked if a calculation is currently under way. Rather it should be possible to start a new calculation, or view previous calculations, etc. In case of longer calculations the system needs to notify the user by e-mail when the calculation is over. The results of the calculations should be available in textual and in graphical form. All results can be also downloaded to a local computer. The system will be used by a group of students that learn the basics of network analysis. It is expect that at any times the system will be used by multiple users executing multiple calculations. Since the system is primarily an educational tool it needs to be didactically sound, i.e. simplicity and usability are very important. Denis Helic (KMI, TU Graz) SA Analysis and Design Oct 19, 2011 46 / 78 Requirements Analysis: Example System description 6 How to search in a small world Pajek Figure 2: HP Labs’ email communication (light grey lines) mapped onto the organizational hierarchy of HP Labs constructed out the e-mail communication. Figure: Social network(black lines). Note that communication tends to â€Å"cling† to of formal organizational chart. From: How to search a social network, Adamic, 2005. with one another. The h-distance, used to navigate the network, is computed as follows: individuals have h-distance one to their manager and to everyone they share a manager with. Distances are then recursively assigned, so that each individual has h-distance 2 to their ï ¬ rst neighbor’s neighbors, and h-distance 3 to their second Denis Helic (KMI, TU neighbor’s neighbors, etc. SA Analysis and Design Graz) Oct 19, 2011 47 / 78 Requirements Analysis: Example System description Web-based Network Analysis Tool: W-NAT The system is a Web-based system and the users should be able to operate the system by using a standard Web browser. The users need not install any additional plugins to operate the system. User perceived performance of the system should be acceptable. In addition, standard Web usability concepts need to be followed. In particular, browser back button must be working at all times and it should be possible to bookmark pages at all times. Finally, standard Web design principles should be satisï ¬ ed, meaning that pages are valid (X)HTML pages in at least HTML Transitional. The system needs to support cross browser compatibility. Further, each page and each important application state needs to have a unique and human-readable URL. Denis Helic (KMI, TU Graz) SA Analysis and Design Oct 19, 2011 48 / 78 Requirements Analysis: Example Functional requirements UR1: The system is a network analysis tool. The system can calculate the following measures. UR1.1: UR1.2: UR1.3: UR1.4: UR1.5: Out-degree distribution In-degree distribution Cumulative out-degree distribution Cumulative in-degree distribution Hop plot Denis Helic (KMI, TU Graz) SA Analysis and Design Oct 19, 2011 49 / 78 Requirements Analysis: Example Functional requirements UR1: The system is a network analysis tool. The system can calculate the following measures. UR1.6: Clustering coeï ¬Æ'cient UR1.7: Distribution of weakly connected components UR1.8: Distribution of strongly connected components UR1.9: Left singular vector UR1.10: Right singular vector Denis Helic (KMI, TU Graz) SA Analysis and Design Oct 19, 2011 50 / 78 Requirements Analysis: Example Functional requirements UR1: The system is a network analysis tool. The system can calculate the following measures. UR1.12: UR1.12: UR1.13: UR1.14: UR1.15: Network singular values Degree centrality Closeness centrality Betweenness centrality Eigenvector centrality Denis Helic (KMI, TU Graz) SA Analysis and Design Oct 19, 2011 51 / 78 Requirements Analysis: Example Functional requirements UR2: Networks are stored in dataset ï ¬ les. UR3: The dataset ï ¬ le has the following format. NodeID1 NodeID2 UR4: Users can upload multiple datasets to the system. UR5: To perform an analysis users select a dataset and then choose a measure to calculate. Denis Helic (KMI, TU Graz) SA Analysis and Design Oct 19, 2011 52 / 78 Requirements Analysis: Example Functional requirements UR6: For each user and for each dataset the system manages a history of calculations. UR7: Users may initiate multiple calculations simultaneously. UR8: When a calculation is started the system is not blocked. UR9: The system notiï ¬ es users about a ï ¬ nished calculation by e-mail. Denis Helic (KMI, TU Graz) SA Analysis and Design Oct 19, 2011 53 / 78 Requirements Analysis: Example Functional requirements UR6: For each user and for each dataset the system manages a history of calculations. UR7: Users may initiate multiple calculations simultaneously. UR8: When a calculation is started the system is not blocked. UR9: The system notiï ¬ es users about a ï ¬ nished calculation by e-mail. When is this notiï ¬ cation needed? If the user is logged out? Denis Helic (KMI, TU Graz) SA Analysis and Design Oct 19, 2011 53 / 78 Requirements Analysis: Example Functional requirements UR10: The calculation results are presented in a textual as well as in a graphic form. Denis Helic (KMI, TU Graz) SA Analysis and Design Oct 19, 2011 54 / 78 Requirements Analysis: Example Functional requirements UR10: The calculation results are presented in a textual as well as in a graphic form. Which form? Format? Graphics format? Denis Helic (KMI, TU Graz) SA Analysis and Design Oct 19, 2011 54 / 78 Requirements Analysis: Example Functional requirements UR10: The calculation results are presented in a textual as well as in a graphic form. Which form? Format? Graphics format? UR11: Users can download the calculation results. Denis Helic (KMI, TU Graz) SA Analysis and Design Oct 19, 2011 54 / 78 Requirements Analysis: Example Functional requirements UR10: The calculation results are presented in a textual as well as in a graphic form. Which form? Format? Graphics format? UR11: Users can download the calculation results. Single results? All results? Archived, how archived? Denis Helic (KMI, TU Graz) SA Analysis and Design Oct 19, 2011 54 / 78 Requirements Analysis: Example Functional requirements UR10: The calculation results are presented in a textual as well as in a graphic form. Which form? Format? Graphics format? UR11: Users can download the calculation results. Single results? All results? Archived, how archived? UR12: Users can register with the system. Denis Helic (KMI, TU Graz) SA Analysis and Design Oct 19, 2011 54 / 78 Requirements Analysis: Example Functional requirements UR10: The calculation results are presented in a textual as well as in a graphic form. Which form? Format? Graphics format? UR11: Users can download the calculation results. Single results? All results? Archived, how archived? UR12: Users can register with the system. How register? E-mail? Captcha? Denis Helic (KMI, TU Graz) SA Analysis and Design Oct 19, 2011 54 / 78 Requirements Analysis: Example Functional requirements UR10: The calculation results are presented in a textual as well as in a graphic form. Which form? Format? Graphics format? UR11: Users can download the calculation results. Single results? All results? Archived, how archived? UR12: Users can register with the system. How register? E-mail? Captcha? UR13: Users can login and log out. Denis Helic (KMI, TU Graz) SA Analysis and Design Oct 19, 2011 54 / 78 Requirements Analysis: Example Non-functional requirements UR1: The system is simple, usable and didactically sound. Denis Helic (KMI, TU Graz) SA Analysis and Design Oct 19, 2011 55 / 78 Requirements Analysis: Example Non-functional requirements UR1: The system is simple, usable and didactically sound. Usability Denis Helic (KMI, TU Graz) SA Analysis and Design Oct 19, 2011 55 / 78 Requirements Analysis: Example Non-functional requirements UR1: The system is simple, usable and didactically sound. Usability UR2: The system needs to support multiple users simultaneously. Denis Helic (KMI, TU Graz) SA Analysis and Design Oct 19, 2011 55 / 78 Requirements Analysis: Example Non-functional requirements UR1: The system is simple, usable and didactically sound. Usability UR2: The system needs to support multiple users simultaneously. Performance Denis Helic (KMI, TU Graz) SA Analysis and Design Oct 19, 2011 55 / 78 Requirements Analysis: Example Non-functional requirements UR1: The system is simple, usable and didactically sound. Usability UR2: The system needs to support multiple users simultaneously. Performance How many users? Denis Helic (KMI, TU Graz) SA Analysis and Design Oct 19, 2011 55 / 78 Requirements Analysis: Example Non-functional requirements UR1: The system is simple, usable and didactically sound. Usability UR2: The system needs to support multiple users simultaneously. Performance How many users? UR3: Authentication should be supported. Denis Helic (KMI, TU Graz) SA Analysis and Design Oct 19, 2011 55 / 78 Requirements Analysis: Example Non-functional requirements UR1: The system is simple, usable and didactically sound. Usability UR2: The system needs to support multiple users simultaneously. Performance How many users? UR3: Authentication should be supported. Security Denis Helic (KMI, TU Graz) SA Analysis and Design Oct 19, 2011 55 / 78 Requirements Analysis: Example Non-functional requirements UR1: The system is simple, usable and didactically sound. Usability UR2: The system needs to support multiple users simultaneously. Performance How many users? UR3: Authentication should be supported. Security UR4: User-perceived performance must be acceptable Denis Helic (KMI, TU Graz) SA Analysis and Design Oct 19, 2011 55 / 78 Requirements Analysis: Example Non-functional requirements UR1: The system is simple, usable and didactically sound. Usability UR2: The system needs to support multiple users simultaneously. Performance How many users? UR3: Authentication should be supported. Security UR4: User-perceived performance must be acceptable Performance and Usability Denis Helic (KMI, TU Graz) SA Analysis and Design Oct 19, 2011 55 / 78 Requirements Analysis: Example Non-functional requirements UR1: The system is simple, usable and didactically sound. Usability UR2: The system needs to support multiple users simultaneously. Performance How many users? UR3: Authentication should be supported. Security UR4: User-perceived performance must be acceptable Performance and Usability How many seconds at max users can wait? Denis Helic (KMI, TU Graz) SA Analysis and Design Oct 19, 2011 55 / 78 Requirements Analysis: Example Non-functional requirements UR1: The system is simple, usable and didactically sound. Usability UR2: The system needs to support multiple users simultaneously. Performance How many users? UR3: Authentication should be supported. Security UR4: User-perceived performance must be acceptable Performance and Usability How many seconds at max users can wait? UR5: Web-based system should be available at all times. Denis Helic (KMI, TU Graz) SA Analysis and Design Oct 19, 2011 55 / 78 Requirements Analysis: Example Non-functional requirements UR1: The system is simple, usable and didactically sound. Usability UR2: The system needs to support multiple users simultaneously. Performance How many users? UR3: Authentication should be supported. Security UR4: User-perceived performance must be acceptable Performance and Usability How many seconds at max users can wait? UR5: Web-based system should be available at all times. Reliability Denis Helic (KMI, TU Graz) SA Analysis and Design Oct 19, 2011 55 / 78 Requirements Analysis: Example Non-functional requirements UR6: Human-readable URLs. Denis Helic (KMI, TU Graz) SA Analysis and Design Oct 19, 2011 56 / 78 Requirements Analysis: Example Non-functional requirements UR6: Human-readable URLs. Evolvability, reusability, maintainability, testability, integrability Denis Helic (KMI, TU Graz) SA Analysis and Design Oct 19, 2011 56 / 78 Requirements Analysis: Example Non-functional requirements UR6: Human-readable URLs. Evolvability, reusability, maintainability, testability, integrability UR7: Extending the system with new metrics. Denis Helic (KMI, TU Graz) SA Analysis and Design Oct 19, 2011 56 / 78 Requirements Analysis: Example Non-functional requirements UR6: Human-readable URLs. Evolvability, reusability, maintainability, testability, integrability UR7: Extending the system with new metrics. Evolvability, reusability, maintainability, testability, integrability, conï ¬ gurability Denis Helic (KMI, TU Graz) SA Analysis and Design Oct 19, 2011 56 / 78 Requirements Analysis: Example Non-functional requirements UR6: Human-readable URLs. Evolvability, reusability, maintainability, testability, integrability UR7: Extending the system with new metrics. Evolvability, reusability, maintainability, testability, integrability, conï ¬ gurability UR8: Reliability of a Web-based system. Denis Helic (KMI, TU Graz) SA Analysis and Design Oct 19, 2011 56 / 78 Requirements Analysis: Example Non-functional requirements UR6: Human-readable URLs. Evolvability, reusability, maintainability, testability, integrability UR7: Extending the system with new metrics. Evolvability, reusability, maintainability, testability, integrability, conï ¬ gurability UR8: Reliability of a Web-based system. Testability Denis Helic (KMI, TU Graz) SA Analysis and Design Oct 19, 2011 56 / 78 Requirements Analysis: Example Non-functional requirements UR6: Human-readable URLs. Evolvability, reusability, maintainability, testability, integrability UR7: Extending the system with new metrics. Evolvability, reusability, maintainability, testability, integrability, conï ¬ gurability UR8: Reliability of a Web-based system. Testability UR9: Multiple users. Denis Helic (KMI, TU Graz) SA Analysis and Design Oct 19, 2011 56 / 78 Requirements Analysis: Example Non-functional requirements UR6: Human-readable URLs. Evolvability, reusability, maintainability, testability, integrability UR7: Extending the system with new metrics. Evolvability, reusability, maintainability, testability, integrability, conï ¬ gurability UR8: Reliability of a Web-based system. Testability UR9: Multiple users. Scalability Denis Helic (KMI, TU Graz) SA Analysis and Design Oct 19, 2011 56 / 78 Requirements Analysis: Example Contextual requirements UR1: Web browser. UR2: Valid (X)HTML, at least (X)HTML Transitional. UR3: No browser plugins are allowed. Denis Helic (KMI, TU Graz) SA Analysis and Design Oct 19, 2011 57 / 78 Architectural Analysis & Design Analysis We analyze the requirements and try to identify so-called key concepts Understanding of the domain Static part of the domain We also try to identify key process and activities Dynamic part of the domain Denis Helic (KMI, TU Graz) SA Analysis and Design Oct 19, 2011 58 / 78 Architectural Analysis & Design Design Design is the process of creating models (recollect the deï ¬ nition of SA) Two basic types of architectural models Structure and behavior Architectural structure is a static model of a system (i.e. how the system is divided into components) Architectural behavior is a dynamic model of a system (i.e. how the components interact with each other to perform some useful work) Denis Helic (KMI, TU Graz) SA Analysis and Design Oct 19, 2011 59 / 78 Architectural Analysis & Design Architectural structure The division of a system into components and connectors To represent the model: box-and-lines diagrams (to see at a glance important concepts) It is important to remember that diagrams are only representations of the model Diagrams must always be accompanied by additional material such as text, data models, mathematical models, etc. The combination of diagrams and additional material is an architectural model Denis Helic (KMI, TU Graz) SA Analysis and Design Oct 19, 2011 60 / 78 Architectural Analysis & Design Architectural structure What is a component? What is a connector? Components might be subsystems, separate processes, source code packages, †¦ Connectors might be network protocols, method invocations, associations, †¦ The combination of diagrams and additional material is an architectural model Denis Helic (KMI, TU Graz) SA Analysis and Design Oct 19, 2011 61 / 78 Architectural Analysis & Design Architectural structure Figure: Example of an architectural structure Denis Helic (KMI, TU Graz) SA Analysis and Design Oct 19, 2011 62 / 78 Architectural Analysis & Design Architectural structure In the diagram we have one user-interface and one database component But what is the criteria for deciding what is a component? Separate program modules? Separate threads or processes? Conceptual or functional division? And what about connectors? Network protocols? Callbacks? Request/response cycles? Method invocations? Denis Helic (KMI, TU Graz) SA Analysis and Design Oct 19, 2011 63 / 78 Architectural Analysis & Design Architectural structure What is the level of granularity of a diagram? E.g. for a Web-based system, components are servers and browsers and connector is HTTP But, components of a server are HTTP parser, ï ¬ le I/O, cache, plug-ins, †¦ Denis Helic (KMI, TU Graz) SA Analysis and Design Oct 19, 2011 64 / 78 Architectural Analysis & Design Architectural structure Comparison with OO: a component is an object and a connector is a message sent between two objects Because models in OO are very well deï ¬ ned Therefore, we need additional information that accompanies diagrams To describe criteria for decomposition and provide explanations on granularity Denis Helic (KMI, TU Graz) SA Analysis and Design Oct 19, 2011 65 / 78 Architectural Analysis & Design Architectural behavior Complementing structure is architectural behavior Interaction of system elements to perform some useful work Functionality vs. behavior Functionality is what the system can do and behavior is the activity sequence Denis Helic (KMI, TU Graz) SA Analysis and Design Oct 19, 2011 66 / 78 Architectural Analysis & Design Architectural behavior Example: Accessing a tweets document Request is sent to the Web presentation layer That layer forwards the request to the application logic, e.g. TweetDeck TweetDeck contacts TweetViews to obtain a particular template, then retrieves the data from TweetDB wraps it into an HTML response and sends the response to TweetUI Functionality allows me to display a tweets document, behavior is the sequence of activities that makes it happen Denis Helic (KMI, TU Graz) SA Analysis and Design Oct 19, 2011 67 / 78 Architectural Analysis & Design Architectural behavior Each component has a set of responsibilities Behavior is the way how these responsibilities are exercised to respond to some event An event may be an action of the user or an event from an external system A particular behavior is an event plus a response in the form of a sequence of component responsibilities Denis Helic (KMI, TU Graz) SA Analysis and Design Oct 19, 2011 68 / 78 Architectural Analysis & Design Architectural behavior To represent behavioral models we use use-case map notation by Buhr A use-case map consists of a trace drawn through a structural diagram of the system The path of the trace through a structural diagram shows the sequence of activities Each crossing of a component by the trace indicates exercising of a responsibility Denis Helic (KMI, TU Graz) SA Analysis and Design Oct 19, 2011 69 / 78 Architectural Analysis & Design Architectural behavior Figure: Types of traces in use-case maps Denis Helic (KMI, TU Graz) SA Analysis and Design Oct 19, 2011 70 / 78 Architectural Analysis & Design Architectural behavior (a) Single trace – all responsibilities exercised sequentially (b) Two traces are consecutive: Equivalent to single trace but shows that continuation is triggered by another event (c) And-Fork: The traces after the line are potentially concurrent (run in parallel) Denis Helic (KMI, TU Graz) SA Analysis and Design Oct 19, 2011 71 / 78 Architectural Analysis & Design Architectural behavior Figure: Types of traces in use-case maps Denis Helic (KMI, TU Graz) SA Analysis and Design Oct 19, 2011 72 / 78 Architectural Analysis & Design Architectural behavior (a) N-Way And-Fork: the trace after the fork may be replicated an arbitrary number of times (b) Or-Fork: The trace is split and activity proceeds along one or another path (c) Seq-Fork: The traces after the line are followed in the order indicated by the arrow Denis Helic (KMI, TU Graz) SA Analysis and Design Oct 19, 2011 73 / 78 Architectural Analysis & Design Architectural behavior Figure: Example of architectural behavior Denis Helic (KMI, TU Graz) SA Analysis and Design Oct 19, 2011 74 / 78 Architectural Views Architectural views We can examine a system from diï ¬â‚¬erent points of view Diï ¬â‚¬erent kinds of views Conceptual: components are set of responsibilities and connectors are ï ¬â€šow of information Execution: components are execution units (processes) and connectors are messages between processes Implementation: components are libraries, source code, ï ¬ les, etc and connectors are protocols, api calls, etc. Denis Helic (KMI, TU Graz) SA Analysis and Design Oct 19, 2011 75 / 78 Architectural Views Architectural views There are other models as well We will mention them but we will investigate only previous three models Data model describes the data Physical model describes servers, ï ¬ rewalls, workstations, †¦ Denis Helic (KMI, TU Graz) SA Analysis and Design Oct 19, 2011 76 / 78 Architectural Views Architectural views Each view provides diï ¬â‚¬erent information about the structure of the system Each view addresses a speciï ¬ c set of concerns All views taken together is the primary means of documenting software architecture Denis Helic (KMI, TU Graz) SA Analysis and Design Oct 19, 2011 77 / 78 Architectural Views Architectural views The conceptual architecture considers the structure of the system in terms of its domain-level functionality The execution architecture considers the system in terms of its runtime structure The implementation architecture considers the system in terms of its build-time structure Denis Helic (KMI, TU Graz) SA Analysis and Design Oct 19, 2011 78 / 78