Why is the Golden Age of Policing’ such a potent myth in British society?

The Golden Age of policing refers to a time when things were apparently better. We have all heard elders in our society talk of the good old days when none of today's atrocities happened: when the police did a better job, when there weren't as many criminals. However how true is the myth of the Golden Age? In order to examine this myth it is crucial to look at the police and their roles back in the 1940s and 50s and compare it to their roles today and also look at society and their view of the police. There is lots of historical evidence available to us about the police and how it has formed since, in particular the 18th Century. This evidence is based on original documentation from the time and gives us an accurate account, however we can only interpret and construct the history, as there is nobody alive to tell us otherwise. The so-called Golden Age is within living memory and we only have to use the evidence, to tell us of the time, but we can also ask people who were there. These people can compare current policing to the Golden Age and in contrast an age of better times is created. This works with other issues not only policing. Police roles in Britain remained fairly static from the early 19th Century to the 1960s. The police had four main functions, the first being Crime Prevention, to prevent crime before it began. Policing was visible and unmilitary. Crime Detection was a function that involved the apprehension and prosecution of criminals. It did not really involve detection, as this was a low priority function because there was paranoia about spies. Detection involved invisible policing in contrast to the visible policing of crime prevention. The third function was that of Public Order, which dealt with rioting. This was a variable function as public order was stable within society. The last function was the service role. The service role was an important part of policing at the time as the police did many other jobs including tax collection, auxiliary firemen and licensee inspections. The police provided cheap labour for society and were a huge part of community life. The role of the police changed with the introduction of The Police Act 1964. The structure of the police also changed and the tripartite relationship was put in place, which is still seen today. The main roles of the police have changed slightly and now include crime prevention, crime detection, the service role and a range of special units that have become more important than the public order role. Special units within the police include units such as the Drugs Squad, Fraud Squads and public order squads like riot control and armed police. It is said that these specialist units have had an influence in the decline of the service role. Officers do not spend as much time dealing with low level crime, as they are unable to solve this type of crime and so instead concentrate on high impact crime. The police moved away from the service role as professionalism was introduced and a move was made from the amateur unskilled labourer to a professional employee who in turn was paid well. To join the police became a career. Policing today in comparison to the Golden Age is seen as distant and remote. Policing in modern times has become technological. The use of mobile phones and walkie-talkies has increased efficiency within the police. The police drive round in cars and are hardly seen in some areas. Other areas do have a police presence but it is not always welcome. The police are now more readily armed and use deadly force if needed. In recent years even this year innocent people have been shot and killed by the police. Policing has become bureaucratic and this has caused limited results. Policing has become ruled by administration and paperwork and sees police officers spending most of their time in police stations. In the 1940s and 50s policing was seen as very benevolent. They were members of a community who were well natured and well mannered, they lived within the locality and were seen as non-confrontational. There was an apparent use of minimal force. They didn't carry arms and the local bobby was seen with nothing other than his truncheon. Society at the time was in a state of stability and the public order role of police was very minimal. Policing was seen as un-technological. They didn't have the use of cars or mobiles and the local bobby was visible walking or on a bike. Policing was something that was good. To examine this view we must first analyse people's attitudes at the time. During the Second World War people were used to figures of authority and they were used to discipline. There was social cohesion, as people seemed to know their place in society. People didn't move about the country as they do today and it was usual to be born and die in the same area. Britain was in a state of economic stability, there was full employment and people seemed happy. The police as figures of authority were respected and put on a pedestal. A survey called Exploring the English Character, conducted by Geoffrey Gorer in 1955 found the public to think, â€Å"The police represent an ideal model of behaviour and character†. (Reiner 1989) The policing of the time seems somewhat idyllic. What is not mentioned is that for the police this era was not necessarily a good one. The job of policeman was not seen as a career at the time. It was a semi skilled job that had a very low wage and this did not get better until the 1970s. Police malpractice in the form of corruption was wide spread through out the force and there were a number of police scandals involving Chief Constables. (Emsley). The Chief Constable of Worcester was imprisoned for fraud and the Chief Constable for Cardigan was disciplined for not administering his force correctly. The Chief Constable for Nottingham was suspended and later acquitted but damage had been done to the police already. (Wall) Recorded crime was on the increase and there were race riots in Nottingham. British society was becoming a consumer society and there was a huge increase in car ownership. This in turn gave the police new duties in traffic control. The police began to have anxieties about the public. (Reiner 2000) In 1960 this malpractice led to the Royal Commission on policing. It is worth noting that to have a Royal commission something must have been wrong in the first place. The media have their own part to play in the representation of the police at the time. There was minimal media coverage and Dixon Of dock Green was the fictional policeman that covered the television screens. He was the perfect friendly local policeman that helped the community and was even kind to the local villains. Unlike today where our screens are inundated with police programmes from â€Å"The Bill† to the fly on the wall police documentaries where the police are portrayed in both good and bad lights. Today the police are seen more as Robocop than Dixon who would wade in with guns and bombs rather than a truncheon. Today's police are constantly in the public eye and because of this the public are more aware of what actually goes on within the police. In conclusion the Golden Age is a myth in British society as there is little evidence that it was better. (Wilson) Policing in the 1950s was different from what it is today but that is expected of anything in life, it cannot stay the same. The Golden age was based on blind faith and ignorance of what policing involved at a harmonious time. In today's age we are confronted with growing concerns of crime from terrorism to drug trafficking which have not been seen in such large scales in this century. Public attitudes to the police have changed and so have the attitudes of those that work in the police. Public confidence has declined due to the rising crime rates that have soared due to cultural, social and economic factors and the increase in reporting and scandals within the police, however the police are in a better state today than before. (Downes and Morgan in Maguire 2002). The Golden Age myth will continue and in fifty years time the Golden Age will be replaced with a new one that is constructed by law-abiding citizens of the police of today.

A Filipino Dish Called Kare-Kare Essay

In general, Filipinos are known to be food lovers. This results in varieties of recipes that were either borrowed or produced. And among these is one of the most popular Filipino dishes named â€Å"Kare-kare†. But why â€Å"Kare-kare†? What does it possess that others are lacking? Well, to know the reason behind this, let me bring you to the colourful world of â€Å"Kare-kare† dish. From a far, you can feel the heat coming from the pot as the pork leg bathes itself in hot water. It is showered with salt and vetsin. Now, as the pork leg softens and feels comfortable inside, a cup of red, thick atsuete starts to flow around it. And looking like a painter’s colour palette, the golden ground peanut and white ground rice mixed with the river of atsuete, covering the entire pot surface. The tub then becomes more attractive and vivid, catching the attention of Mr. Green string beans, Ms. Banana bud, the leafy chinese cabbage, and the ever elegant purple eggplant to jump over. â€Å"Plok†¦ plok†¦ plok†, you can hear as the nutritious vegetables dive inside the world of â€Å"Kare-kare†. So pleasurable! But wait, there’s more. Accompanying this delicious and beautiful dish is a cup of bagoong embellished with chopped liempo. The tenderness of liempo and saltiness of bagoong perfectly match the â€Å"Kare-kare† recipe which will surely leave you asking for more. Satisfying right? Indeed this popular Filipino cuisine is very nutritious and more colourful. It is original and will not only feed your mind and your stomach, but will also wake up your love for the Philippines. Try to share it with others, perhaps to your family or friends, and I’m sure they will feel exactly the same way as you and I do even while just reading this essay. So what are you waiting for? Stop imagining and start cooking your â€Å"Kare-kare†. ———————————————————————————————————————————————————– List of References Del Rosario, M. (2011, November 24). Filipino Recipe – Kare-kare . MM Del Rosario on HubPages. Retrieved September 22, 2012, from http://mmdelrosario. hubpages. com/hub/kare-kare-recipe Kare-Kare, Kare-Kareng Pata ng Baboy ~ Overseas Pinoy Cooking. (2009, September 9). Overseas Pinoy Cooking. Retrieved September 22, 2012, from http://www. overseaspinoycooking. net/2009/09/kare-kare-kare-kareng-pata-ng-baboy. html.

IMC Plan Essay

Executive summary The strategy of this IMC plan is to extend Abercrombie & Fitch target audience, young generation, to the senior segment; the reason by doing this strategy is because there are more potential customer that haven’t been discover yet, so if we can reach to those people, the brand can expand its market and gain more profit. Furthermore, the current image that A&F holds in people mind might be a brand that provides casual luxury products or a brand that is only for young people, but if the brand can have the opportunity to upgrade its image to compare with those high-end brands, the brand value will increase dramatically. And so by, we must add the element of maturity into our brand image and appeal senior customer to purchase our product. In order to carry out this strategy, this IMC plan will use different marketing communication tools such as product placement, event marketing, advertising and public relationship to accomplish this goal. Eventually, after execute this new strategy for A&F, more and more senior will consider A&F is a brand not just for teens but also for them. Business situation review * Brand introduction: Abercrombie & Fitch, also known as A&F, is a renowned worldwide fashion brand that provides people the sense of causal luxury; it has a variety of product from the shoes that you wear on foot to the hat wear on the top, even fragrance and those exquisite accessories you can buy one at the store as well. Nowadays, A&F has more than 300 branches within the U.S, and several stores around the world. The reason why A&F is so popular recently is because the style of the product is unique and modern; furthermore, the products also possess high quality as well. Additionally, another reason that A&F has such high popularity is because the affordable price, take the T-shit for instance, the average price is 25 to 30 dollars, if we compare A&F to those famous brand such as Armani, Ralph Lauren, Calvin Klein, we can find out the price that A&F stands is much friendly than the others. * Target market: The main market of A&F is target at those young adults, from the age 18 to 25, different nationalities, color and characteristic, and those people who love fancy stuff but can’t afford extremely expensive brand. One of the things that A&F attract people is the image that displays the personality of vivid, young but a great sense of mature. Many people might consider a brand that is for young population as premature, the massage that, however, convey from A&F is the sense of fashion and the high-class feeling. Furthermore, due to the affordable price, young adult Can have the ability to buy such a brand that provides the sense of fashion and distinguish themselves among others. * Competitive Among the retail-clothing industry, there are various of brand that possess almost the same brand image as A&F, but the reason why A&F still can distinguish from those brand is because the unique brand equity that it stands. Therefore, although there are some attributes that similar with A&F, we still can scrutinize into those nuance and seek out some different between each others, and that’s quite important to execute before doing our own IMC plan. Therefore, those brand listed below are similar with A&F, and all in the same category. 1. H&M H&M (Hennes & Mauritz AB) is an international fashion brand, which comes from Swedish. The target market of H&M is for men, women, teenagers and children, and those people who love fashion products. The feature of this retail-clothing company is to provide fast-produce product that provides consumer the fast pace of trend, it means that the time from the design process to the product been displayed in the store is short. Because of that, consumer can enjoy those fashion products at the very first hand. The company has more than two thousand chain store around the world. Meanwhile, H&M often co-branding with other fashion designer such as MARNI, VERSACEï ¼Å' LANVINï ¼Å'JIMMY CHOOï ¼Å'ROBERTO CAVALLI, etc. This strategy makes the product more valuable than before, and triggers the collecting enthusiasm among those consumers. 2. ZARA ZARA is one of the most famous fast-fashion brands in the world now, it owns by Inditex Group, a giant Spanish closing retail company. The company claims it only takes two week from producing a new product to any chain store. One of the marketing strategies that ZARA possess is that they don’t execute any commercial advertisement, instead of doing that; they transfer the capital to set up another branch. The target audience is those people prefer enjoying fast pace fashion product, and want to be distinguishes from other people. 3. Forever 21 Forever 21 is a fashion brand that from the U.S., and it has many branches in major cities around the world. The brand offers trendy clothing and accessories to those people who love exquisite product, especially the female market. The price position that the brand stands is quite friendly compare with those high-end fashion brands such as Armani, Gucci, LV, etc. 4. GAP GAP is a brand that owned by The Gap, Inc., an American clothing and accessories retailer. The target market that the brand focus at the first place is only on blue jeans and T-shit, but later the brand expands its product category to suit the needs of men, women and children. The personality of GAP is more general than those others brand such as H&F, A&F, Forever 21, and the spectrum of age for using GAP’s product is much broader as well. * SWOT analysis for A&F STRENGTHS: 1. Acceptable price The price strategy is a very essential factor that determines the brand position. One thing that makes A&F so popular is the affordable price; more people can enjoy certain level of luxury or fashion based on a friendly price. Because of the affordable price, fashion is not a privilege hold by those rich people. Take the price of a pair of jeans for instance; compare with a 190 dollars jean that DIESEL sale, the price of the jeans that A&F is only around 70 dollars. Therefore, the friendly price is a factor that can strengthen this brand, and make more people interest in it. 2. Specific market audience Abercrombie & Fitch creates a very specific target segment that helps the brand to focus on certain consume. The target audience consists of various people, but the most important factor is all about the young generation. Meanwhile, due to the specific marketing segment, the brand can come out with more specific strategy that makes them easier to reach through the consumer. 3. Strong distribution strategy There are several ways for A&F to distribute its product; the first one is the brick and mortar store, such as those stores inside Macy’s. Second, the consumer can purchase the product online due to its own online store, allowing those busy people to shop instead going to the store. Meanwhile, some times there are some special promotion only carries out on the online store. 4. Unique atmosphere for shopping in store The atmosphere within the store provides consumer a really pleasant circumstance to shop, moreover, the unique decoration and the aura makes the brand distinguish from the others. 5. Stylish design The image that shows on A&F’s product is simple but stylish. However, maybe there are fewer picture or character on the product, but the design that shows on all product convey a sense of modern and fashion, and that’s the reason so many people get appeal on this amazing brand. WEAKNESS: 1. Few branch chain store in the Asia and Europe market The number of the chain store within Asia and Europe market is way below the number in the U.S. First of all, during the past ten years, the closing market in Asia has growing extremely, and due to A&F is an international fashion brand, the distribution strategy should emphasize on this booming area more in order to generate more profit and enhance the brand awareness and loyalty. Furthermore, when talk to fashion; the first place that pops out in your mind will definitely be Europe, such as London, Milan, Paris, etc. Thus, in order to strengthen A&F fashion image, letting more people aware of this brand is necessary. 2. Provoking image In order to make the advertisement more attractable; A&F usually use the idea of sex to appeal consumer. Lots of advertisement or picture imply some kind of sexual implication that some times makes people feel unpleasant especially those conservative. 3. Untruthful information via on-line advertising When A&F is doing some kind of promotion via the on-line store, some time the information is not clear and not congruent with the information that they promoted in the brick and mortar store. 4. Similar design concept with the competitor Some time is a little bit hard to distinguish A&F’s product from those competitor, not because the design but also the attributes of the brans parity, especially when the target audience is similar with each other THREATS: 1. Losing senior market Because the target market that A&F holds is focus on the young generation, therefore, senior might not consider A&F as the brand when they want to shop for garment. 2. Generate negative brand image The advertisement that A&F usually conduct is by using sexual appeals to attract people, or using macho male or sexy female to enamor consumer. This, however, tactic might creates some negative feeling among the brand, the consumer; especially those parents might deems A&F as a bran which is not ethical. 3. Losing market share due to brand parity There are several brands that possess similar product or design with A&F. Therefore, how to distinguish each other will be the most important things that the brand needs to take into consider. Otherwise, the consumer can’t recognize the difference between A&F and the others. 4. Losing market share due to few chain store oversea There are over 300 stores within the U.S, but just couple branches in the international market. In comparison with A&F, many brand expand their chain store all over the world, letting more people enjoy the pleasure of shopping their products, such as H&M, ZARA, GAP, etc. The sake of setting branches around the world is not just generate company’s revenue but also build up brand awareness in people’s mind, forcing people to familiar with the brand image and strengthen the brand loyalty. OPPORTUNITIES: There are many possible opportunities that A&F can deal with, and each opportunity can set up different positive consequence that will provides somewhat benefit to A&F and give the brand various direction to manage their strategy and fulfill the mission they possess such as adding the â€Å"Green† concept to the product, offer free modification among all pants, enhance the on-line system that gives more access for customer to shop or some special event like Issuing limited products. However, within this IMC plan for Abercrombie & Fitch, the main idea that I want to express the most is the target market exist some certain possibility to generate more profit or brand awareness by playing more attention on those seniors. Based upon this idea, there are several opportunities that we can follow: 1. Make A&F more suitable to senior by redesign the products The reason that redesign the product can appeal more senior customer is due to the style or graphic that display on the product might be deemed premature by those senior. Therefore, if the brand can place more effort on designing the right style senior likes, the brand can expand its target market to a higher level. 2. Change the stereotype that A&F is a brand for young generation In the mind of people who love fashion product, A&F always be considered as a brand for young people, not because the product itself, but also the image that the commercial present to the public. Thus, A&F should dedicate more on the image, the image that convey more maturity. As a result, it will attract more senior customer to purchase A&F’s product. 3. Positioning A&F as a brand to senior Abercrombie & Fitch can be the brand that provides not just the casual feeling but also the high level of exquisite perception. Expanding the product category to more mature product might be a way to strengthen the image of maturity. Meanwhile, A&F can make itself be seemed as the level of those high level fashion brand such as Gucci, LV, PRADA, etc. This move will give the massage to the consumer that A&F can also suit the need of their desire for the product that is fashion and also possess the personality of mature. Marketing objective According to the 2010 Form 10-k, Abercrombie & Fitch Co. provided by the U.S. Securities and Exchange Commission, the revenue of A&F is $ 3.469 billion, and it’s getting better compare with those previous years. In order to, however, make the company generate more profit and brand loyalty, we must scrutinize into those potential opportunities and carry out the best one, therefore, the marketing objective within this IMC plan is that Abercrombie & Fitch will increase the revenue and develop more potential customer from expand the target market which is from the young generation to those senior consumer, by three years later. As we know, the target customer for A&F is focus on those young generations, especially from the age 18 to 25. Thus, by extending the target audience, A&F can attract more potential customer and gain more profit. 1. Product Within this IMC plan, we are not selling any particular products or item but rather the brand or any products that associated with A&F. The idea of this plan is to expand the age segment in order to attract more senior customer than before. Therefore, how to make the products appealed to those older customers is the concept that me need to take into account, in addition, putting more mature element in the design process will give the final product a sense of maturity and a bit more fashion. Thus, the marketing objective at this part will be adding more mature flavor to the product and strengthen the product image to a high level that indicate the sense of maturity. After the fulfillment of this objective, Abercrombie & Fitch will not just the brand only focus on young people but also justify the reason why the brand suit the senior as well. 2. Price Sometimes the price is the hardest part to decide in the process of setting objectives. Different brand price range from cheap to outrageous high, one of the reason that why A&F is so popular is due to the affordable price, the price that most of the people can afford it. However, affordable price is not equal with the normal quality, adding value to the price, make the price value beyond the price itself. There is several ways to accomplish this concept such as providing a higher quality of customer service in order to enhance the relationship between both sides, or strengthen the brand image by making people believe A&F is a brand that provides high quality merchandise. Eventually, the goal is to convince consumer the value of the price is way beyond the actual one. 3. Place Most of the time when shopping in the store, it’s obviously that the majority of customers are teenager, and one of the reason might be the environment is designed to attract the target market (young people), therefore, all the decoration or the aura inside the store is more like a young generation style, such as the picture on the wall usually are those macho men and sexy female; the perfume inside the store is so strong that you can smell it after you leave the store and the light is a little bit gloomy that some time make people feel dizzy. As a result, all the reason that I mentioned above might be the causes that hesitate senior to shop in the store. Therefore, the marketing object of this part is to create a better and comfortable environment for senior. Meanwhile, it’s important not just to provide a suitable circumstance to shop but also an understandable way to reach through. 4. Promotion One of the problem that we need to solve with the promotion is to break through the generation gap, this gap might seems nothing seemingly, but it sure does matter the way that the promotion take place. The reason that I mention it is because the way senior see through the promotion process is totally different than young people, therefore, the marketing objective is to concentrate on the meaning of the promotion, providing information that will attract senior customer to the store and also form the knowledge that A&F is a brand not just for kids but also for adult. As a result, by using the proper promotion, A&F can attract more people to generate more reputation, and boost the revenue as well. The central strategic idea Among those fashion brands, A&F is the one that focus on the casual luxury segment, many people willing to buy its product due to the quality product and the fashion brand image, because of that, A&F become one of the most popular apparel brand among the world nowadays. However, when talking about the position that A&F stands, most of the people will consider A&F as a brand that only suit for young people, most of the product that display in the store are hoody, T-shirt or jeans, those product usually deem as for children, but that is only the stereotype among all of us, if A&F can attract more people that is older to purchase the product, the image will eventually change, and the brand will be widely consider as a mature brand such as Ralph Lauran, Tommy or Calvin Klein. As far as I’m concerned, the reason why I think expand the target market from young people to senior is a proper strategy for Abercrombie & Fitch is because there still exist a great amount of potential custo mer that can bring a huge profit to A&F; having a bunch of young loyalty customer is not enough, the best way to build up a phenomenal reputation is to provide service to both junior and senior, make the brand broadly acceptable. Furthermore, when talk to those renowned brands such as LV, Gucci, Armani, we won’t consider them as a premature brand or a bran that is only suit for young generation or some certain group but a brand that provides high quality of exquisite product. The purpose of this strategic idea is not putting Abercrombie & Fitch at the same position as those fashion brands that I mentioned above. The reason of this strategy is to elevate the brand to a higher level that provide the mature feeling that can attract senior customer, meanwhile, when more and more senior customer enjoy A&F’s products, the brand image will become more solid and convince people that A&F is a brand that not only suit for teens but also for adults. However, before starting this strategic idea, there are several thing that we need to reconsider, such as the communication situation, how’s the current communication channel looks like? What’s the tactic that Abercrombie & Fitch utilized to reach through customer? Is the current tactic suit for our new customer? Those questions are the one we need to elaborated, and come out with a more specific plan that can appeal more people, especially senior, to purchase our product. Furthermore, we have to redefine our customer, make sure me know the attributes of their shopping behavior or even the style that those senior prefer, this effort will give us the knowledge to know our customer deeper and better. Communication situation analysis According to this strategic plan for Abercrombie &Fitch, the main problem for senior to shop for A&F’s product is the wrong cognition that the brand is only suit for young people, and because of this reason, most of the senior will rather choice other brand that will provides them the sense of maturity and possess the fashion feeling at the same time. Therefore, based on this obstacle, we need to convey the right information to the right person. Thus, the information must be via the right channel and the massage must be tailor to match what seniors needs. Nowadays, most of the information exposed through different media, and it’s easy for people to see. However, there is no such a No.1 option, different media has its own function, it can’t just apply to every one’s need. For A&F, we can grab the message from various ways, such as the commercial lunched on the TV, the picture issued inside the magazines, the image display on the giant billboard, the store that we shop on-line or even the massage within the store. Those channels all can make a very well impression on us; therefore, the detail inside those channels will be the key factor to change people’s attitude. Take the magazine for example, in order to appeal senior customer, the picture inside the magazine can’t just use young people as model, it has to show some grownup that is mature enough to bring out the specific feeling. Target audience analysis When speak to Abercrombie & Fitch, the first image or feeling that pop out consumers’ mind is the perception of vitality and youth, thus, the target audience for A&F is focus on those young generations from the age18 to 25. Meanwhile, except the age, there are several attributes that possessed by those people, such as the tendency of collecting fashion products, or owning the ability to purchase fashion items to make themselves looks better. However, based upon the new marketing strategy, the final goal is to extend the age segment and bring more senior customer to this market, therefore, the new target audience among this marketing plan is the age from 30 to 50 and possess the following characteristics: 1. Self-Independent on the economic status Generally speaking, most of the young customers can’t afford to purchase a great amount of products at the same time because they are not self-independent on the economic status; they still rely on parents’ income to supply their daily cost, and subject to parents’ order. However, if the target audience is focus on those seniors who have a greater power of consumption than those youth, they can purchase more products and make the purchase decision by their own. Moreover, due to this customer characteristic, there will be more consumption either inside the store or the on-line purchase, and the revenue will have a sharp increase as well. 2. Live in the urban area There are several good parts that benefits the customer that live in the urban area, the first one is the people can have more access to purchase A&F’s product. Although the Internet is so popular now, we can even purchase the product at the on-line store just for a click, but we still can’t have the virtual contact with the products. For customers, sometime is better for them to see the product by itself and give the product a try to make sure whether the item fits the person or not. Furthermore, most of the population lives in the urban area, and the majority of A&F’s store locates at the central of the city. Therefore, the people lives in the city can have more opportunity and convenience to reach its products. Second, the latest trend and fashion info often starts from the urban area; the people lives inside the city can gain the first-hand information about the latest fashion trend. 3. Care about personal image No matter male or female, the target audience must have somewhat narcissism in her or his personality. They believe that wearing good-looking cloth and the right brand can creates the sense of confidence, and that’s the reason why they choice A&F to be the brand they want. 4. Interesting in the fashion domain People who love fashion tend to pay more focus on the apparel industry, because there is a strong connection between each other. Every time there is a new product release or a product co-branding with a famous designer, the person will follow the news and try to participate in the event, and there’s a high percentage that the person will purchase the product. Positioning strategy analysis Positioning Statement: Among all the people from age 30 to 50, who love fashion products and enjoy wearing casual luxury apparel (Target audience) Abercrombie & Fitch (Product/Service name) Is one of the most famous causal-luxury apparel brands in the fashion industry (Competitive set) That performs confidence, vitality and uniqueness to customer (Benefits proposition) Because of the high quality product and the stylish design (Product support) 1. Target audience In the positioning statement, the target audience is not just for those young people but also focus more on the senior market. Based on the Strategic idea of this IMC plan, the perfect age group is from 30 to 50, because they possess several preponderance such as having a job and a more stable income than those young people, thus, they have more opportunity to purchase A&F’s products. Moreover, seniors usually have a better taste on closing than juniors, therefore, if A&F can make those seniors become its loyalty customer, it can transfer the image that the brand is not just for young people but also for those mature adults. 2. Product/Service name According to this IMC plan, there are no specific products that the company wants to promote or use as a strategy to boost the sale. Our mission is to promote Abercrombie &Fitch ‘s name and appeal senior customer to use our product. Therefore, the goal of this plan is to redress the image and promote the concept that the bran is more likely for senior. 3. Competitive set For Abercrombie & Fitch, our competitive set is not just in the apparel business, but also the whole fashion industry. The products for A&F are miscellaneous, so that’s the reason why A&F can compete with different kinds of fashion brands. Furthermore, because the brand has already well known by the public, so they don’t have to put extra effort on creating brand awareness. 4. Benefits proposition The people who wear A&F cloth or use any of its products can feel a sense of fashion and confidence due to its unique position in the market. The feeling that elicit from the product can be somewhat energetic and mature, and that’s the feeling, which appeal to most of the consumer to purchase its product. Meanwhile, based on the new strategy, we want customers to have a different experience than before by means of a much mature image that can persuade senior to get involve in it. 5. Product support The reason why A&F is so popular around the word is because the stylish design and the unique image that convey to the world. Those apparels or products that design by A&F are usually simple but modern; there is no fancy figure or glary color on it. Therefore, the brand is easy to distinguished from the other competitors, and also that’s the reason why I think the strategy to expand the age segment to a higher level is feasible, because usually the more simple trait that the product possess, the more easy for the product to be considered mature, and that’s the thing our new potential customer wants. Communication objectives and strategies Although there are various brands within the fashion industry, different people choice the brand that suit them the most, sometime is based on status, some time is based on personal taste; however, the reason why so many people, especially teenagers, appealed by A&F is owing to its stylish design and vigorous image. However, the problem of this IMC plan is how to get seniors involve in this brand and turn them to up hold A&F’s products. Thus, the communication object is to send the massage to the target audience and boost the revenue by convincing people that the brand is not just for teens but also will be the best choice for seniors to purchase when they need closing. In order to accomplish the communication objective, there are several strategies that listed below: 1. To create a suitable environment for senior to visit A&F stores In order to fulfill this strategy, we must conduct some research to realize what’s the key element that triggers senior to shop and what’s the condition that make them feel comfortable while they doing purchase. The reason for doing this strategy is because the current environment is designed to attract young consumer, therefore, in order to attract senior customer, the company must figure out the best shopping environment to appeal them to come. 2. Promote the idea that Abercrombie & Fitch is a brand for senior Refresh the original image of A&F and put the sense of maturity into the brand whereby senior feels like this special brand is for them. In order to execute this strategy, we must use different marketing tools and various mediums to accomplish this mission. More details will be illustrated in the last part of this IMC plan. 3. Move Abercrombie & Fitch’s image up to those high-end fashion brand such as Calvin Klein and Ralph Lauran. The purpose of this strategy is to let people build the connection for A&F to those high-end brands in order to increase the brand value. By strengthen the brand value, more people, especially senior, will consider A&F as a phenomenal brand to purchase. Program of tactics and executions With regard to this IMC plan, there are various tools to accomplish this mission; different tactic has its own advantage so we need to slice them together then maximize the great amount of benefit from it. There are so many disciplines such as advertising, personal selling, PR, etc. Therefore, sometimes we just can’t use them all; we have to select some of the most effective ways to conduct the strategy that we came out with. And so by, according to this plan, several tactics will be elaborated in the following paragraph: 1. Product placement The reason why this alternative marketing tactic is a great choice for this strategy is because by using this method, not just the product of A &F can expose to the customer but also the image. When the products display inside a movie or commercial, the audience will have a chance to see and have the perception of it. Meanwhile, this tactic has been so popular for quite a long time and most of the company considers this tactic as a great ways to promote their brand or product, so the potential influence on customer is quite huge. Therefore, based on our strategy, we will expose our product or our brand image to the public, but we need to place it in the right place and person. We will execute our plan by putting A&F’s products or logo on senior who take part in the movie or commercial, the reason why we are doing this is because we want the customer who is in front of the TV or computer to deem the brand is looking good on those people. Generally, we seldom saw A & F’s product wearing on senior among any program, so that’s the notion we want to convey to people. Furthermore, in order to illustrate more specifically, we will choice certain people or program to expose our brand image, take the actor for instance, when choosing the people to wear our product, we might consider senior more than young guys, the actor such as Gorge Clooney or Sarah Jessica Parker will be the best candidate for translate the new image of maturity to people. In addition, we must pick the right movie or TV program to place our brand into it, because some time if the movie or program is for teens or children, the purpose of this action will be not successfully accomplished. 2. Advertising There are various ways in advertising, each of one has it own advantage, however, in this case, there will be only few channel that appropriate to accomplish this goal, such as: * Television In nowadays, people can get a slew of information from TV, and it is also the best way to create awareness. According to this channel, the best way to convey the information that the brans is not only suit for young people but also adults as well is to launch a commercial that carry the image of senior wearing A &F product and shows how confidence they can be just because the brand can bring the sense of fashion and maturity. When people, especially seniors, see the commercial frequently, they will gradually change the original brand image in their mind. * Magazine There are tons of different magazine in the field now and it has possess several advantage such as high marketing segment, longer attention to ads, high color quality, etc. We, however, can’t put our advertisement in all of them, we must be specific, choosing the right one that can reach the right person, therefore, according to the strategy, the target magazine will definitely be those fashion one such as Elle, Ebony, Vogue, People and FHM. Furthermore, in order to promote the perception of mature and professional, those famous magazine such as TIME, Economist, ADWEEK will also be taken into consider. Take TIME for example; in order to give the audience an explicit impression, we might consider buying a whole page for our ad, thus, once the reader start to read, the image of our brand will unfold in front of them. * Outdoor The place that can display the ads are not just in the TV or magazine, there are many places we can use in the public area to show our brand image and product advertisement, such as the giant billboard out side, the bus stop next to your house, even on the public transportation can have a space to make advertising. Therefore, we will display our brand image in those places that people gather the most; make sure our exposure can reach people as much as possible. To make this tactic more specific, A &F will runs this method by putting out senior celebrity image such as Gorge Clooney; the image of him will mostly convince people that A&F is a brand that fits on senior and it looks good as well. 3. Public Relations In the tactic of PR, our goal is to build the right image we want, and let people feel positive that this new brand image is positive. Therefore, by using all the tools of PR such as the news release, annual report, news conference etc. we want people to know the brand is extending its image to a higher level, and will provides customer a better feeling that will appeals to those senior customer. To execute this strategy by using PR, we might have to combine different tactic to maximize the outcome. For instance, in order to spread the new image out, we might need to set up some event or co-branding with the others. And so by, we might need to set up a news conference or launch a press release to run our story to the public. In addition, one of the functions of PR is to create positive image and strengthen company’s reputation, so by sponsoring special event such as the Oscar ceremony, LPG golf tour and the Grand slam series; the image of A&F will be seen not just a brand that provides causal luxury apparel, but also a brand that possess high-end perception and the sense of maturity. Furthermore, in order to let people understand the reason why the company comes up with this idea, and to convince senior to use its product; the company can release some article that is relevant to this topic, getting people familiar with the new idea. 4. Celebrity Endorsement By using well-known people to promote its product can make the brand image more clear and gain more attention. In order to make our brand shine and bright among the public, the company is imperative to choose the right person for endorse its product, several condition such as the person need to have a positive image that well accepted by the public, the person’s personality needs to match with the brand or the product; otherwise, people will think the brand has no connection with the person, and that will make the credibility decline. So, in order to fulfill the condition and match the strategy we set up, we will invite celebrity such as Gorge Clooney, Brad Pitt, and Robert Downey Jr. to be our spokesman; and by using their mature charisma, more people will convert their first image of A&F and turn in to the perception as the strategy we wanted. 5. Event marketing In order to promote the strategy and boost the sale, we can create several events to accomplish this goal; more detail will be elaborated in the following paragraph: * The â€Å"A† membership To create loyalty customer and reward them for their purchase, we will conduct a membership program that give them the benefit as a return. The program will run first with applying our membership card and join the A&F club; after applying, every time when they purchase a certain amount of money, they can get some credit, and after collecting enough credit, the person can enjoy a perpetual 30% discount on every purchase afterward. Moreover, the person who gets a perpetual membership can receive a 100 dollars gift card on his or her every birthday. * The â€Å" I want to fly fashion† event In order to strengthen the function of our perpetual membership, we will co-brand with United Airline and American Express; every time when you take a flight with United Airline or purchase product from A&F by using American Express, the person can receive bonus from it, and can use the bonus to purchase flight ticket or products within A &F store. Conclusion Nowadays, Abercrombie & Fitch is one of the most famous fashion brand in the world, the brand has it own unique image and special value, the trend of buying its product is not just happen in the State but also around the world. However, besides the current situation, the company has more opportunity to enhance its brand equity by expanding the customer segment to a higher level. In order to make the brand more accepted by senior, we must create another image that can appeal to them, make them feel the brand is not just for cool teenagers but also for mature adults. Therefore, the strategy of extending target customer to the senior segment can bring more profit to the company and form a new brand image, providing customer another high- end brand to shop and make them feel special.

Book Report on Freedomnomics by John Lott Essay

The effective management of the economic aspect of the country is always valuable and necessary to guarantee the financial stability of the nation and its people. As such, it is empirically significant that the economy is free from any manifestation of restriction for it to efficiently operate. Such condition is the underlying principle and practice behind what is called a free market. Economic freedom is attributed to the flexibility and most importantly, immunity of the economic field from limitations. In carrying-out such ideal situation, the reality that free economy works most to the advantages of both the people and nation is established. With such clear indications, it is therefore essential that the concept of free market is supported because it definitely works best for the population and the country in general. The said main thesis concerning the principle and practices of free market was what efficiently exemplified by the book â€Å"Freedomnomics† written by Economist and acclaimed author John Lott. In the said book, Lott (2007) opened the minds and hearts of the public about the necessity of a free market condition due to its many relevant advantages both for the people and societies. In doing so, the book not only provided its readers with a glimpse about the nature and components of free market but also allowed the public to realize its benefits. To support the book’s thesis, Lott based his premise from several case studies which all pointed to the significance of free market thus he called for and emphasized the need for economic freedom (Lott, 2007). In supporting his main theory on free market, Lott stressed major points that showed how free market or liberated economy paved the way for the eventual successful handling of the other aspects of the society such as the political system and the structure of the criminal justice as well as even the ethical or moral features of a country like the United States. It is in this position therefore that the book ultimately succeeded because it was able to make way for the public’s recognition that free market encompassed not only the economic aspect of the country but its other social components as well. Hence, there is indeed a need to adhere to and uphold the free market principle in order to achieve the nation’s improvement. The Free Market Premise In â€Å"Freedomnomics,† Lott effectively explored on the premise of free market-its nature, components, practices and most of all, its significance to people and the society. Citing the notion imparted by Adam Smith, the author outrightly presented that from such principle, where a nation’s economy just like the U. S. is free from any form of restriction, â€Å"the free market works† (Lott, 2007, p. 1). Taking into consideration the results of a number of economic-related case studies which he did on his whole career, the relevance of the principle of free market was highlighted by the author through the book. Additionally, the book’s point of view evolved around and was analyzed according to the philosophy that a restricted kind of economy, such as the one manifested by communism, is undeniably harmful. This is supposedly because of the fact that economic restrictions also result to portrayals of limitation that detriment other aspects of the society (Lott, 2007). As a support to his free market theory, Lott gave the public major points that all signified the benefits of such concept. In doing so, it became apparent for the book to prove the harms when the economy is subjected to any kind of restriction. The points that supported the free market perspective were bravely presented by the book like its opposition to the book â€Å"Freakonomics† by Steve Levitt and Stephen Dubner. The Lott book stressed the advantages to be derived from free market or economic freedom when it challenged its counterpart’s philosophy that the American economy is a swindling business because both the corporations and their people are cheating the public (Lott, 2007). In correcting the wrong notion brought about by â€Å"Freakonomics,† Lott’s â€Å"Freedomnomics,† in turn, clarified that the American economy, due to its free market principle, truly operates according to rules. This is because the field, as represented by many corporations, exerts earnest efforts â€Å"to make a profit by supplying people with something they want† (Lott, 2007, p. 3). It is in this condition that the effective operation of free market is exhibited due to its remarkable advantage of encouraging the economy and people behind it to act honestly and accordingly (Lott, 2007). The book further perceived that treating the public honestly made the free economy maintain its good reputation. Notwithstanding the supposed penalties and legal liabilities, the best motivation for the economy and corporations is to preserve their honesty and honor. Most importantly, it is not only the economy which benefited from free market as such principle likewise paved the way for proper operation of the other aspects of the society or the the sincere actions of other members of the society such as political leaders, professionals, members of the criminal justice system, all of which ensured adherence to moral standards. As a proof, Lott cited his experiences which confirmed that economy, politics and religion were connected. This was recorded by his opinion-editorial materials in the July 13, 1986 issues of the Great Falls Tribune and the Montana Standard (Lott, 2007, p. 7). Conclusion Regardless of the disputes against the free market principle, â€Å"Freedomnomics† effectively justified such and even emphasized its undisputed benefits which made the book commendable. Ultimately, it is only through continued observance of free market or liberated economy that Lott prescribed the country to become better and stable. Reference Lott, J. R. (2007). Freedomnomics: why the free market works and other half-baked theories don’t. Washington, DC: Regnery Publishing.

The Development Of Sustainable Buildings Environmental Sciences Essay

Climate alteration refers to a long term displacement in the Earths planetary or regional clime, measured by long term alterations in the conditions conditions, such as temperature, precipitation and air current form. With additions in planetary mean air and ocean temperatures, widespread thaw of snow and ice, and lifting planetary mean sea degrees, the 2007 Intergovernmental Panel on Climate Change ( IPCC ) appraisal study concludes that planetary heating is univocal and speed uping. Although clime alteration is a natural phenomenon, the warming tendency since the mid-20th century is really likely due to human activities such as the combustion of fossil fuel and deforestation which addition concentrations of nursery gases ( GHGs ) . As human-induced GHGs such as C dioxide ( CO2 ) , methane ( CH4 ) , azotic oxide ( N2O ) , per fluorocarbons ( PFCs ) , hydro fluorocarbons ( HFCs ) and sulphur hexafluoride ( SF6 ) act like a cover which traps heat in the ambiance, the rush of GHG concentrations after the Industrial Revolution has resulted in an enhanced nursery consequence, doing the Earth acquire hotter and hotter. The IPCC projected that there would be more frequent and intense extreme conditions events due to planetary heating. We must non let temperatures to lift more than 2A °C above pre-industrial degrees if we wish to avoid ruinous impacts of clime alteration. The effects of planetary heating are in some ways less definable than the causes. Let us follow a concatenation of events so as to be able to wholly visualize the graduated table and range of the job. Rising sea degrees Salt H2O invasion Extreme conditions Increased rainfall Drought Acidic Oceans Destabilization of local climes From its origin, HK-BEAM has been the lone strategy of its sort to arise in Hong Kong and be widely applied across the district. HK-BEAM buttockss undertakings in footings of their whole-life site, stuffs, energy, H2O, indoor environment and advanced facets. Improvements are identified during appraisal, and edifices are labelled as Platinum, Gold, Silver, Bronze or Unclassified consequently. Although much has been written about the societal, economic and environmental facets of sustainable development, what constitutes a sustainable, green, healthy or ecology-friendly edifice remains a affair of point of view. Hong Kong is a semitropical, high-density and high-rise community. In this context, HK-BEAM positions sustainable edifice as embrace ( in order of precedence ) safety, wellness, comfort, map and efficiency while protecting local, regional and planetary ecosystems during building and operational life-times. HK-BEAM Plus therefore integrates facets including: Hygiene, wellness, comfort and agreeableness ; Land usage, site impacts and conveyance ; Use of stuffs, recycling and waste ; Water quality, preservation and recycling ; and Energy efficiency and preservation.1.2 Purposes and AimsThe purpose of this survey is to place suited attack in the development of sustainable edifices in Hong Kong. The following are the aims: To comprehensively reexamine the historical background and the recent development of Sustainable Buildings To reexamine authorities attempts and their effectivity in the publicity of Sustainable Buildings ; To place the major Barriers in the development of sustainable edifices ; To research possible ways to get the better of these barriers ; To analyze which type ( s ) of sustainability could be adopted in Hong Kong and how they could be implemented.1.3 Research Methodology1.3.1 Literature reappraisal Literature reappraisal for the constructs of sustainable edifices. And their features in development every bit good as the development of the environmental protection policies of the Government of the Hong Kong Special Administrative Region. Relevant information can be obtained from library, authorities governments, the Internet and professional organic structures concerned. 1.3.2 Case surveies Case surveies to exemplify the practical execution of sustainable edifices development in Hong Kong. 1.3.3 Interviews Interviews with belongings developers and built environment professionals who own and have participated in sustainable edifices to understand the aims and characteristics of these belongingss. 1.3.4 Questionnaire study Questionnaire study among project squad practicians to roll up sentiments from another class of sustainable edifice stakeholders.1.4 Restrictions of the StudyAvailability and truth of relevant information ; Response rate of questionnaire study ; Willingness of targeted interviewees ; Personal restrictions e.g. clip and resources.1.5 Summary of DissertationPhase 1 Literature Review Reappraisal on the relevant books, diaries, and articles sing the construct of development of sustainable edifices in Hong Kong. The intent of the literature criterions reviews to place â€Å" development of sustainable edifices † in Hong Kong. Phase 2 Questionnaire Surveys and Conduct of interview Questionnaire Surveys 1. Deliver questionnaires. 2. Analysis of the studies result. 3. Compare happening and drumhead, cross-checking for any correlativity. Questionnaire study was carried out to look into the consciousness of the general populace and their position. Phase 3 Case Study Case surveies will be employed in order to acquire more inside informations from the building subdivision in order to place the demand and contents of the current sustainable edifices in Hong Kong. Phase 4 Discussion and Conclusions The major barriers confronting the development and execution of sustainable edifices in Hong Kong. Explore possible ways to get the better of these barriers. Examine which type ( s ) of sustainability could be adopted in Hong Kong and how they could be implemented.Chapter 2 Literature Review2.1 Introduction2.1.1 The effects of planetary heating The effects of planetary heating are in some ways less definable than the causes. It seems uneven that such immense manifestations of alteration such as lifting sea degrees, glacier retreat, and Arctic shrinking someway manage to filtrate down so that when members of western civilisation safely tucked away in places and flats look at the effects they are so distant as to go unseeable. What we may good bear watching are the effects of the effects of planetary heating. These secondary consequences are so non-linear as to be a random crop of environmental and economic quandary that, when to the full formed and in topographic point nowadays a unequivocal short-run danger. Let us one time once more follow a concatenation of events so as to be able to wholly visualize the graduated table and range of the job. 2.1.2 Sustainable Building A sustainable edifice provides a quality life agreeableness for its users and neighbors in footings of societal, environmental and economic facets while minimising environmental impact at the local, regional and planetary degrees throughout its full life rhythm. The edifices in which we live, work and play protect us from Nature ‘s extremes. Yet, they besides affect our wellness and environment in infinite ways. The design, building, direction and remotion of edifices take tremendous sums of energy, H2O and stuffs, and bring forth big measures of waste, air and H2O pollution. Buildings besides develop their ain indoor environments, which present an array of wellness challenges. Where and how they are built and managed affects wildlife home ground and corridors and the hydrologic rhythm, while act uponing the overall quality of human life ( U.S. Environmental Protection Agency, 2005 ) . As the environmental impact of edifices become more evident, issues about â€Å" green edifices † are deriving impulse. Green edifices are designed, constructed and operated to hike environmental, economic, wellness and productiveness public presentation over that of conventional edifices ( U.S. Green Building Council, 2002 ) . The benefits of edifice green include cost nest eggs from reduced energy, H2O and waste ; lower operation and care costs ; and enhanced occupant productiveness and wellness. Sustainable building techniques provide an ethical and practical response to issues of environmental impact and resource ingestion. Sustainability premises encompass the full life rhythm of the edifice and its component constituents, from resource extraction through disposal at the terminal of the stuffs ‘ utile life. High-performance green edifice design relies on renewable resources for energy systems ; recycling and reuse of H2O and stuffs, integrating of native and altered species for landscaping ; inactive warming, chilling and airing ; and other attacks that minimize environmental impact and resource ingestion ( Kibert, 2005 ) . A label of edifice quality HK-BEAM provides a individual public presentation label for overall edifice quality in regard of safety, wellness and comfort ( of import to users, residents, purchasers and renters ) , and the environment and society ( of import to the community as a whole ) . Clients finally decide on the virtues of enfranchisement, but appraisals assure quality – non as a subjective promise but as a mensural world. HK-BEAM is noteworthy in that new edifices are non to the full certified until they are complete. This came approximately by popular demand from clients to guarantee that design and building patterns are really implemented and reflected in the concluding certification for the reinforced merchandise. Buildings that are planned, built, commissioned and maintained to HK-BEAM criterions are safe, healthy, comfy, efficient and productive with lower environmental impacts. Whole-life rhythm for all edifice types HK-BEAM buttockss public presentation across the whole life rhythm utilizing two criterions: HK-BEAM for new edifice developments, which covers planning, design, building, commissioning and renovation ; and HK-BEAM for bing premises, concentrating on direction, operation and care. Appraisals encourage elaborate design analysis, utilizing computer-aided tools including computational fluid kineticss to foretell undertaking facets such as the awaited microclimate. Design is merely one phase of the development procedure, nevertheless. HK-BEAM besides helps to concentrate attending during building and operation so that the design purpose can be fulfilled, and it besides provides feedback so that plans fitting building and operational demands. All edifices under individual ownership can be assessed utilizing HK-BEAM, including commercial, residential, retail, catering, industrial, educational, institutional and hotel edifices. Any mix of cardinal chilling, mechanical airing or natural airing is catered for, whether to the shell or fitted out. In all instances, HK-BEAM focuses on what the interior decorator, builder and commissioning agent can accomplish.2.2 The historical background and the recent development of Sustainable BuildingsIn Hong Kong, green edifice is no n a well-known term until the recent old ages when the environmental impacts has reached an alarming phase. To understand the development of different constructing types in Hong Kong can assist to understand more about green edifice construct. Furthermore, edifice development in Hong Kong, peculiarly for green commercial edifices, should be investigated so that a general image of green edifice in Hong Kong can be provided. This would do the probe of green edifice policy more complete and thorough. Beatley ( 2000 ) admits that the green design and intelligent edifices have drawn great attending and involvements of the society including authorities and besides private sectors in recent old ages merely. The ground for Hong Kong to follow the construct of green edifice is to avoid big amount of outgo on edifices ‘ energy ingestion, peculiarly in the commercial sector Air-conditioned offices started to spread out in the sixtiess when Hong Kong begins its economic development. Energ y was relatively inexpensive and issues related to energy were non taken into consideration by interior interior decorators and designers. Energy-efficient edifices were so demanded in the 1970s after the oil trade stoppage incident in 1973. However, the over-responsive cutback in seeking to cut down energy usage led to ‘sick edifice ‘ every bit good as ‘sick constructing syndrome ‘ . Intelligent edifice which came right after was besides abandoned due to the deficiency of well-trained proficient staff. Finally, the thought of green edifice is bit by bit being adopted ( Chan, Burnett & A ; Jones, 2000 ) . Early on as in 1992, the United Nations revealed a coder related to sustainable development, which is the Agenda 21. It is a comprehensive design of action to be taken in response of all worlds ‘ impact on the environment. In the building industry, Agenda 21 calls for ecologically sound land-use policies, energy-efficient design, an increased input of locally available resources and the valorisation of traditional and autochthonal edifice techniques. Cooperation among authorities and non-government entities are called upon in cut downing the cost of edifice stuffs for low-income citizens and to advance the usage of labor-intensive patterns in order to bring forth employment ( United Nations, 1992 ) . In Hong Kong, the ‘Green Building Movement ‘ was initiated by the Government to advance green and advanced edifice. This motion was launched to convey forth the construct of environmentally friendly design. Hong Kong faces significant addition in population every twelvemonth and the life environment is the major concern for all. Merely if the environmental protection steps being widely implemented, the life environment can so be ensured. Therefore, there is a turning concern of the environmental public presentation in Hong Kong ( Smith, 1999 ) .2.3 Government attempts and their effectivity in the publicity of Sustainable Buildings2.3.1 Legislative model Assorted sections are involved in doing and implementing policy refering environmental protection. The Advisory Council on the Environment ( ACE ) advises the Government on steps for the bar and suspension of pollution. The Environmental Campaign Committee organizes events in Hong Kong to advance community environmental consciousness and administers portion of the Environment and Conservation Fund. The Environmental Protection Department formulates policies and grips specific environmental issues. Each of the Ordinances regulates activities of a peculiar field. Those related to the building industry include The Noise Control Ordinance The Air Pollution Control Ordinance The Water Pollution Control Ordinance The Waste Disposal Ordinance The Dumping at Sea Ordinance The Environmental Impact Assessment Regulation Other authorities sections such as Planning Department, Civil Engineering Department and Buildings Departments all work together at different building stages to heighten Hong Kong edifice environment. Basically, Buildings Department is the chief organic structure to advance the quality of edifice developments. Through administrating and implementing the Buildings Ordinance ( BO ) , it takes a prima function and recommend a joint attempt with the edifice industry and other authorities sections or bureaus to advance a sustainable built environment in Hong Kong ; implements good patterns of green direction in our workplace ; and raises the consciousness of the populace of the importance of a sustainable environment in our community. 2.3.2 Green edifice policies Different types of green edifice policy instruments are used by Hong Kong authorities to advance green edifice and restricting environmental amendss of edifice ( Chan, Burnett & A ; Jones, 2000 ) . All of them come together to organize the footing of green constructing policies in Hong Kong. 2.3.3 Joint Practice Notes The Buildings Department, Lands Department and the Planning Department jointly issued Joint Practice Notes ( JPN ) No. 1 in February in 2001 and JPN No.2 in February in 2002. The Joint Practice Notes No. 1 sets out the inducements to promote the incorporation of specific green characteristics in edifice development, such as, Balconies, Wider common corridors and lift anterooms, Communal sky gardens, Communal dais gardens, Acoustic fives, Awnings and reflectors, and Flying walls, air current backstops and funnels. These characteristics will be exempted from Gross Floor Area ( GFA ) and Site Coverage ( SC ) computations. In JPN No. 2, farther add-on of green characteristics is made. They include: non-structural prefabricated external walls, public-service corporation platforms mail bringing suites with letter boxs, noise barriers, and communal sky gardens for non-residential edifices. There are wholly eleven specific types of green characteristics which can use for freedoms from gross floor country and/or site coverage in new edifices. The inducements on green edifice characteristics served as accelerators to trip off impulse and desire for environmentally friendly edifice developments ( Wu, 2004 ) . They are initial stairss in accomplishing green edifice in Hong Kong by promoting interior decorators and developers from following environmentally friendly characteristics in edifice developments. It is an constituted authorities policy to promote and advance the building of green and advanced edifices ( Government Press Release LCQ 9, 2006 ) . Capable to the relevant rental conditions, payment of premium may be required in regard of the freedom of GFA of the relevant type of green characteristics ( Government Press Release LCQ 16, 2006 ) . Green features which form portion of the single flats in the edifice and are for the sole ownership and enjoyment of the proprietors and occupants of these single flats would pull premium, i.e. including balconies, public-service corporation platforms and non-structural prefabricated external walls. Other green characteristics which are communal in nature and serve all proprietors and occupants of the development e.g. wider common corridors and lift anterooms, communal sky gardens and mail bringing room with mail boxes do non pull payment of premium. 2.3.4 Guidelines In add-on to the JPNs, there are other issues to advance green edifices. A figure of Practice Notes for Authorized Persons and Registered Structural Engineers associating to environmentally friendly design and building and Code of Practice are issued to help in clear uping uncertainnesss that the professionals may meet in run intoing the environmental criterions in building industry. These codifications are adapted from clip to clip in order to suit the statute law. However, they do non hold legal powers but merely function as an reading of the statute law from the position of authorities and supply waies for people to follow. 2.3.5 Energy efficiency ordinance in commercial edifice The Building ( Energy Efficiency ) Regulations was enacted in 21/9/2012 to modulate commercial and hotel edifices. Buildings are designed and constructed as to accomplish energy efficiency to the satisfaction of Building Authority. The Building Envelope codification, which imposes suited OTTV ( Overall Thermal Transfer Value ) , has been linked with the Building ( Energy Efficiency ) Regulation under the Building Ordinance. They come together to organize a compulsory demand for new commercial and hotel edifices. Hong Kong ‘s proposed Mandatory Building Energy Codes ( 2008 ) will necessitate new commercial edifices and the communal countries of new residential and industrial edifices in both the private and public sectors, every bit good as major retro-fitting plants in bing edifices to follow with the Building Energy Codes promulgated by the Electrical and Mechanical Services Department. Energy audits would be required for certain edifices for every 10 old ages. To complement the proposed legislative strategy, edifices that have exceeded the lower limit edifice energy efficiency criterions by a prescribed per centum will be complemented with an energy grade through a voluntary administrative strategy. 2.3.6 Gross floor country ( GFA ) grants Friday 1st April Markss a historical twenty-four hours in Hong Kong ‘s advancement towards more sustainable, low-carbon and environmentally responsible edifices. From today, developers that seek gross floor country ( GFA ) grants for green characteristics in their new edifices are required to undergo BEAM Plus green constructing enfranchisement by the Hong Kong Green Building Council ( HKGBC ) , assisting to better public presentation in the countries of energy, H2O, stuffs, waste, indoor environment and impacts on the vicinity. Other new demands include declaration of the edifice ‘s predicted energy ingestion, increased countries of planting and rejuvenation, and sweetening of the streetscape and urban air airing around their sites. The grants available, holding met these new demands, are now capped at a maximal 10 % . The fact that these new steps are compulsory represents a elephantine measure frontward for Hong Kong on the universe green edifice phase. However the significance of this – and the benefits to the quality of our built environment – has mostly been lost in the broader public argument on Hong Kong ‘s development patterns. Escalating concerns about planetary heating and recent events in Japan besides remind us of the effects on communities that can originate from supplying the energy that we are all dependent upon. We have to retrieve that the most cost effectual ( and environmentally responsible ) manner to cut down our C emanations is to forestall energy wastage. Hong Kong ‘s edifices consume 90 % of our electricity and are the beginning of 67 % of our C emanations. Every edifice in Hong Kong ( and there are more than 40,000 ) can profit from energy salvaging steps both during their twenty-four hours to twenty-four hours usage and besides their redevelopment and renovation. This presents alone chances for us non merely in footings of cut downing our C footmark, but besides in adding to the economic system through new merchandises and services and making a more healthy environment and an even better topographic point to populate. HKGBC applauds the Government for the steps being introduced today as an of import measure on our way to a more sustainable built environment. We besides encourage the community as a whole to encompass the same finding in heightening their edifices ‘ public presentation. ( Andrew Chan, 2011 ) 2.3.7 Other commissariats Besides the issue of different notes, codifications and guidelines, Government has besides launched other plans to stress the importance of sustainability of a edifice. A figure of enterprises on edifice safety and timely care, such as advancing clearance of unauthorised edifice plants ; a public audience papers on â€Å" Building Management and Maintenance † was issued to make green enterprises. A Comprehensive Environmental Performance Assessment Scheme ( CEPAS ) for evaluation and benchmarking the environmental public presentation of edifice developments in Hong Kong will be produced. CEPAS aims to be bespoke for state of affairss in Hong Kong. These are hoped to supply driving force to the industry every bit good as edifice proprietors to follow green edifice characteristics in their edifice developments.2.4 Major Barriers in the development of sustainable edificesâ€Å" 70 % of Hong Kong developers and landlords believe the authorities is non providing sufficient regulative constructions to advance sustainability in the real-estate sector. † ( Ina Pozon 2010 ) In many states, renter penchant has been the chief driver behind the â€Å" rejuvenation † of edifices. In Asia, transnational companies, normally the ground tackle renters of new commercial edifices encourage their property-management sections to contract new rentals in green edifices. Lucy Carmody, executive manager of Responsible Research, an environment, societal and administration ( ESG ) research outfit that in early 2010 released an investor study on green edifices in Asia, points out that the real-estate industry in Hong Kong â€Å" suffers from a deficit of supply of the type of edifices which are in demand by both local leading companies and MNCs [ transnational corporations ] . † Alongside the perceptual experience of higher upfront costs, Carmody identifies the deficit of sites for new edifices as one key ground why sustainable-building enterprises have been slow to take off in Hong Kong. â€Å" The state of affairs in China is different due to a strong focal point on municipal-level sustainable metropolis planning, green financial stimulation and many MNCs looking for big, freshly built premises of the highest green specifications, † she says. Another analysis considers the split inducement between the developer/owner of a belongings and the renter, which has been labelled the â€Å" blasted game † . Put merely, there is deficient inducement for the developer to construct in more energy-efficient equipment, even if the costs are recouped over its life-time, as it is the renter – and non the developer – who benefits from lower electricity measures. Developers are normally under force per unit area to finish the undertaking in the shortest timeframe possible and at the lowest cost, and will merely see extra disbursement on engineering if this impacts the purchasing or renting determination. Low electricity duties, which fail to internalize the true environmental, wellness and other associated costs of production and distribution of power, do non incentivise investing in energy efficiency either, though this job is non peculiar to Hong Kong. Possibly the biggest obstruction to sustainability in Hong Kong ‘s edifice sector, nevertheless, is the deficiency of the sort of ordinance that can rectify market failures and signal to the relevant participants that greenhouse-gas and energy-efficiency issues are in fact stuff. A new energy-efficiency jurisprudence, known as the Building Energy Efficiency Bill, is presently pending but has already been criticised by environmental administration Friends of the Earth ( FoE ) as being â€Å" nil more than a fig foliage † . The illuming preservation criterions for offices, eating houses and edifice atria adopted in the measure slowdown behind other states. Take the criterions for office lighting as an illustration: the measure recommends a upper limit of 17 Wattss per square meter, good above the 7 Wattss per square meter applied in Australia and the 10.8 Wattss per square meter mandated in India.A â€Å" The energy preservation criterion for illuming in the Mandatory Building Energy Codes ( MBEC ) for Hong Kong is of a developing-country criterion that falls far behind mainland China and India, † says Edwin Lau, manager of FoE Hong Kong. â€Å" So we are dubious of our authorities ‘s committedness in conserving energy for the environment. † How does the Hong Kong authorities justify following criterions lower than those in mainland China or India? While there is no direct reply to this inquiry, portion of the account can possibly be gleaned from the stakeholder-engagement procedure for the MBEC launched in December 2007, as documented in a study from the Climate Change Business Forum ( CCBF ) , an enterprise that aims to acquire Hong Kong ‘s concerns to join forces on undertaking clime alteration. While the audience involved a big figure of groups runing from members of the populace to professional administrations, the information gathered and the methodological analysis employed in analyzing the responses were mostly untransparent. Harmonizing to the CCBF study, â€Å" Respondents have non been segregated or analysed by group or vested involvement despite an evident prejudice in the audience towards belongings developers, proprietors and directors. In add-on the premises behind authorities statements sing the nest eggs, costs and benefits of the proposed efficiency degrees have non been published. †2.5 Possible ways to get the better of these barriersIn the absence of authorities ordinances, the industry, led by belongings developers Swire Properties and Hong Kong Land, set together voluntary enterprises including the Hong Kong Building Environmental Assessment Method ( HK BEAM ) enfranchisement, which aims to mensurate, better and label the environmental public presentation of edifices. It was inspired by a similar green-building evaluation system in the United Kingdom, the Building Research Establishment Environmental Assessment Method ( BREEAM ) . As of October 2009, HK BEAM had provided acknowledgmen t for enhanced edifice public presentation to about 200 Hong Kong belongingss, tantamount to 9 million square meters and 50,000 residential units. In 2009, four industry leaders- The Construction Industry Council, the Business Environment Council, the BEAM Society and the Professional Green Building Council – came together to set up the Hong Kong Green Building Council, which aims to prosecute stakeholders and Foster greater apprehension of green constructing issues. The Council, supported by the Hong Kong Development Bureau, will take the lead in revamping voluntary green constructing labelling strategies and anteroom for sustainable enterprises such as energy codifications. Experts in the industry are clear, nevertheless, that voluntary enterprises are no replacement for ordinance. A 2009 study conducted by belongings services house Jones Lang LaSalle indicates that 70 % of Hong Kong developers and landlords believe the authorities is non providing sufficient regulative constructions to advance sustainability in the real-estate sector. However, this may alter as the authorities contemplates the acceptance of a territory-wide C mark of a 50 % to 60 % decrease in C strength by 2020, with edifice energy efficiency slated as a major priority.A The Jones Lang LaSalle study concludes that, while there is acknowledgment that developers and landlords play a critical function in advancing sustainability, the industry views authorities counsel as an indispensable supporting model. â€Å" The regulative model will necessitate a extremist inspection and repair to present important C decreases, † notes Liam Salter, main executive of RESET Carbon Management, a house that helps companies lower their C footmark, and one of the lead writers of the CCBF study. â€Å" The authorities has been peculiarly wary of modulating bing edifice stock and this will necessitate to alter. † ( Ina Pozon 2010 ) An implicit in purpose of this research undertaking was to works the seeds for a formal best pattern usher for get the better ofing the barriers to sustainable building and design. Through a research of building industry best pattern organisations, there does non presently exist a best pattern usher for sustainability. The best two ways to get the better of the barriers of sustainable building and design are experience in old undertakings and pre-project planning. Unfortunately, experience in old undertakings can non be taught in a formal preparation session, merely appreciated that get the better ofing the barriers to sustainable building will merely acquire easier as a company completes several undertakings. But, as with many barriers that exist to all stages of a undertaking, passing an extended sum of clip in the pre-project stage normally brings a high degree of success. A best pattern should decidedly be developed on the execution of the extended pre-project planning of sustain able undertakings. The three chief factors that contribute to Hong Kong constructing more sustainable undertakings were civilization and community influence, higher cost of energy, and more authorities ordinance. An interesting subject for farther survey to develop a best pattern usher for sustainability would be how can the remainder of the state make a similar civilization and community attitude to advance the success of constructing green? Or, what is the inspiration or beginning that causes Hong Kong to hold such a strong community push for sustainable design and building? Almost all of the responses from Asiatic were the highest ranking for community and civilization influence. If sustainability is measured in a edifice ‘s lastingness and life span, another interesting subject for farther research and survey would be to execute a correlativity survey between constructing life span and sustainability. If a edifice lasts twice every bit long as another edifice, so technically, is the edifice twice every bit sustainable as another since it does non hold to be rebuilt? How can companies advance the usage of stuffs that last up to 100 old ages or more? Most Bridgess in the United States were built to merely last 50 old ages, but there are many constructions around the universe that have been standing for a 1000 old ages. Surely, a span that has to be built 20 times to last 1000 old ages is non really sustainable, no affair how many sustainable merchandises are used in its building. How may the precedences of sustainable building alteration in the hereafter? Though an huge sum of stuff was organized, cross-referenced, and analyzed for this research undertaking, there still exists an unbelievable sum of informations that has non been addressed. Further more focussed and intensive research could be acquired through the usage of personal interviews with the Hong Kong contractors that took portion in this research. Besides, outside of this text, farther research could be studied refering more specific inside informations of get the better ofing the barriers to sustainable building and design.2.6 Sustainability could be adopted in Hong Kong and how they could be implementedRenewable Energy Energy-efficient Lighting High Performance Building Envelopes Variable-frequency Chiller Systems Heat Recovery Systems Automatic Fresh Air Systems Maximizing daytime and commanding solar addition – Electric illuming energy usage is reduced by tenancy and daylight detectors and low energy adjustments wherever possible. The cardinal three floor glazed street is protected by brise-soleil on the southern facade. Solar control glass is employed on the remainder of the south facing glazing. Visible sustainability ‘ – It is non really common for edifice works to be put on show, but the college wanted to actively promote its pupils to take an involvement in the environment through the usage of ‘visual ‘ sustainability. Consequently the energy Centre is placed in a outstanding public location at the forepart of the edifice, with big glassy panels leting good positions of the Biomass boiler. An LCD show resides in the chief entryway to expose and supervise the public presentation of the PV panels and air current turbine, besides associating this to its web site. It is understood that since opening the new college has attracted a higher quality of pupil. Biomass – The Biomass boiler can utilize wood pellets or french friess as the fuel beginning. Though wood bit is being used ab initio. The fuel is sustainable and about C impersonal. The boiler provides 80 % of the Heating and domestic hot H2O maximal demand, with gas boilers supplying the balance ‘peak ‘ burden. Natural airing – The edifice is preponderantly of course ventilated, and Windowss and equipment linked to the edifice direction system ( BMS ) control warming and chilling. Most of the learning cods off of the chief atrium have exposed precast concrete board ceilings. These provide thermic mass to assist to chair temperature alterations. Night-time chilling is achieved via high degree Windowss linked to the BMS. Photovoltaic glass and Wind turbine – The front entryway is about to the full glazed with photovoltaic laminate. In combination with the solar control glazing, the dense agreement of the PVs every bit good as making electricity, besides contributes to restricting solar addition. A air current turbine takes advantage of the site ‘s lift. The turbine and PV ‘s between them generate a respectable sum of power for the college. In between term times, these installings will go on to supply energy back to the National Grid, therefore constructing up an extra economy on energy costs for the College. Sustainable drainage – Due to the impermeable clay dirts leting small soaking up and hapless environing drainage substructure, a big figure of fading armored combat vehicles and swales have been installed to maintain the H2O on site.. Rainwater Harvesting – Rain is stored in an 8400 liter armored combat vehicle and used for blushing lavatories in the instruction block. This can be topped up from the brinies if required in a drouth. The armored combat vehicle storage is besides designed for fire brigade usage if required. Materials – Many achieved an ‘A ‘ evaluation in the Building Research Establishments ( BRE ) Green usher to specification. This usher gives counsel on best environmental picks – stuffs and constituents on an elemental footing, It assess from ‘Cradle to Grave ‘ on A+ to E ranking. It is now available free online to assessors, clients and design squadsChapter 3 Research Methodology3.1 IntroductionFor this thesis, the purposes are to place suited attack in the development of sustainable edifices in Hong Kong. Therefore, a research should be carried out to happen out the existent state of affairs of the development of sustainable edifices and so compare with the point of position from the literature reappraisal. Actually, the purposes of the research are as follow: Find out the degree of cognition of sustainable edifices in Hong Kong. Find out the authorities policy can be efficaciously to development of sustainable edifices in Hong Kong3.2 Background of Research MethodologyFor the method of research methodological analysis, there are chiefly two methods of research. They are 1. Qualitative method and 2. Quantitative method. In fact, these two methods have their advantages and disadvantages. First, Strauss ( 1987 ) states that qualitative methods emphasize the usage of descriptions and classs, derived from the experiences of people, as a agency of understanding and explicating phenomena. Through the usage of open-ended interviews, focal point groups, participant observation/ethnography, documental stuffs, and behavioural studies, qualitative methods engage research inquiries through inductive logical thinking and â€Å" grounded theory † . Like the attack of quantitative methodological analysis, qualitative methods rely on a systematic and structured attack to data aggregation, organisation, and analysis. In this manner, qualitative methods can be understood as more than a auxiliary option to carry oning quantitative research. Qualitative methods frequently consist of words that describe an experience or feeling from the point of position of the people being studied. However, the observations and experiences related by plan directors and undertaking staff are besides an of import portion of the qualitative methodological analysis. Some normally used qualitative methods are focus groups and cognition, attitudes, and patterns studies. On the other manus, Strauss ( 1987 ) states that quantitative methods emphasize the usage of Numberss and statistics to understand and explicate phenomena. In this attack, replies to denumerable inquiries are derived through the aggregation of numerical informations. Quantitative methods enable research workers and practicians to better understand societal constructions and to do general statements over broad populations on a figure of societal subjects runing from infant mortality to unemployment. Numerical data supply an chance to originate correlativity surveies, and to track alterations over clip. For case, quantitative methods can be used to find the figure of behaviour alteration communicating messages prepared, the figure of rubbers distributed, or the figure or frequence of clinical services delivered. Quantitative methods can besides be in the signifier of studies that seek numerical information that can take to a better apprehension of how to carry on programmatic work.3.3 Limitation of ResearchPractically, all the research methods have their ain advantages. On the other manus, they besides have their ain restrictions. In this portion, it will analysis the restriction of the sing three research methods ( Case Study, Questionnaire Survey and interview ) .Case Study:The major restriction of instance survey method for this thesis is the information may be limited to one building contract merely. It is because instance survey can give more item of informations to be analysis. Therefore, it can non roll up the information from excessively many sites within the limited clip to be completed. Furthermore, the consequences of instance survey may non generalise to others. In fact, the information or consequence may non be applied to other building site. It can merely reflect the existent state of affairs of the sing site to be research. For illustration, the information of edifice plants can non be applied to civil work or redevelopment plants.Questionnaire Survey:For the questionnaire study, the restriction is that the gathered information is non so much item compared with instance survey. But it can reflect the existent state of affairs or sentiment from different professionals or other workers. Apart from this, the informations to be collected may hold some mistakes because the respondent may non cognize the issue on Sustainable Buildings in Hong Kong. Then he or she may give the incorrect reply in the questionnaire and therefore the informations analysis may hold some mistakes.InterviewInadequate information: There are certain affairs which can be written in privateness but about which 1 does non talk before others. If these affairs are capable of an interview, the likeliness is that merely a cloaked version of these will be presented. Again, there are people who are temperamentally unable to discourse things though they are powerful authors. These individuals are besides improbable to show true facts in an interview. Defects due to interviewee: If an interviewee is of low degree intelligence he is unfit to give right information. Some individuals are in the wont of speaking in around about mode and it is impossible to decode what they say.3. Biass of Interviewer: The biass of interviewers are every bit much job of research as are the insufficiencies of the interviewees. If the interviewer is unable to stamp down his biass, his apprehension and reading of the information given in interview will be faulty. Nonreversible and uncomplete research: In the interview, certain facets of human behavior acquire over-emphasized at the disbursal of others. There is a inclination to give excessively much importance to personal factors and minimise the function of the environment factors. For these grounds, the research by interview is apt to endure from one-sidedness. Interviewing is an art instead than scientific discipline: Another restriction of interview method is that its processs can non be standardized ; there is excessively much room for improvizing. The success of an interview is more due to skill and tact than due to knowledge. However, the success in interview depends entirely on the intelligence and accomplishment of the interviewer. Therefore, the method of interview is more an art than scientific discipline. Trouble in Carrying the Interviewee: Many people are unwilling to take part in interviews. Under these fortunes, the first job before the interviewer is to carry the prospective interviewee to widen his cooperation for the research undertaking and hold for being interviewed.3.4 Choose of ResearchRefer to the restriction of research. There are really two research methods to find the existent state of affairs of development of sustainable edifices in Hong Kong issues in this thesis. They are 1. Case Study and 2. Questionnaire Survey. For instance survey, it is a qualitative method. On the other manus, questionnaire study is a quantitative method.Case Study:This instance survey is used to look into the existent status of development of sustainable edifices in Hong Kong. The research will happen out the authorities attempts and their effectivity in the publicity of Sustainable Buildings.Questionnaire Survey:This questionnaire study is to roll up the information and information under difference building site about sustainabl e edifices. This questionnaire study is used to happen out the existent state of affairs for the degree of cognition of sustainable edifices in Hong Kong. The questionnaire will be send to the individuals who are engaged in the building field. It will direct out approximative 50 nos. of questionnaire by electronic mail or by manus. Furthermore, the period of this study is about 2 months and the period is from Nov, 2012 to Jan, 2013.3.5 Detailss of the Questionnaire SurveyHarmonizing to Appendix 1 and for the inside informations of the questionnaire study, it contains entire 25 inquiries to be answered. By and large, it divides in 5 parts. The constructions of the questionnaire are as follow:PartQuestionDescription1 1 to 5 Personal informations of those invited respondents. 2 6 to 10 Historical background and the recent development of Sustainable Buildings. 3 11 to 15 Government attempts and their effectivity in the publicity of Sustainable Buildings. 4 16 to 20 Major Barriers and possible ways to get the better of in the development of sustainable edifices. 5 21 to 25 Explore possible ways to get the better of these barriers.Table 1: Structures of the Questionnaire SurveyHarmonizing to the Table 1, portion 1 is to roll up the general information of the respondent. Separate 1 contains 5 inquiries. It chiefly includes the personal information of the respondent sing the building house who are engaged and the working experience of the respondent. It is used to roll up the information of respondent from different building house and different working experience in building field. Furthermore, if the respondent has more on the job experience in building field, the credibleness is higher. Furthermore, for portion 2, it contains 5 inquiries. The purpose of this portion is to roll up the cognition of the respondent which is knowledge the historical background and the recent development of Sustainable Buildings Furthermore, there are 5 inquiries in portion 3. It is used to reexamine the authorities attempts and their effectivity in the publicity of Sustainable Buildings. Furthermore, there are 5 inquiries in portion 4. It is used to reexamine the major Barriers in the development of sustainable edifices and possible ways to get the better of these barriers. Last, there are 5 inquiries in portion 5. It is used to roll up the type ( s ) of sustainability could be adopted in Hong Kong and how they could be implemented