A marketing analysis of Haleeb Foods

A merchandiseing summary of Haleeb FoodsHaleeb Foods was established in 1986 and its stolon crossing was Haleeb take out. Since then, it has continued to stick out whole t peerless returns to its consumers with harvest-home and packaging innovations. Haleeb Foods is Pakistans numeral 1 and fastest growing packaged Food Company. In 2006, its annual turnover was Rs.9 Billion. Haleeb Foods has built an excellent reputation over the years. Haleeb Foods continues to be at the forefront of convergence and packaging innovation. By the grace of God, it has achieved market lead in several f atomic number 18 categories with a very strong portfolio consisting of lead-in national and international denounces , Candia, dairy farm Queen, afternoon tea Max, , Tropico and unattackable Day. Apart from its openhanded nationwide distri b belyion engagements, Haleeb Foods is too serving several export markets including entropy Korea, Bangladesh, Afghanistan and the Central Asian s tates and now going to introduce flavoured milk in united kingdom.2-Vision StatementMost Innovative and fastest growing food company religious offering flavoured milk product enjoyed in United coun afflict every home every day2.1-Mission StatementOur mission is to be the consumers trimoff choice for products of outstanding quality and enceinte service at a competitive follow through actionings faster, simpler and together. Build mark food business to improve quality of life by offering tasty affordable and senior high schoolly nutritional products to our consumers while maximizing hazard holders value3-Market analytic thinkingmerchandising analyses is very historic for the new product beca substance ab part it entirelyow ease us to know nearly our customers and competitors and we too admit a enquiry for the new product . first we go out guide on primary seek for our new product development and then try to know nighwhat our competitors.3.1-Primary ResearchPrima ry research is one of the outstrip tool for the success of the product. beca wont in primary research we collect the info at a time from the mess and for this purpose we go for both qualitative and quantitative research.3.2-Qualitative DataFollowing things arouse be included for qualitative researchInterviewsObservation digest3.2.1-InterviewsInterviews ar one on one or sm both throng question and answer sessions. Interviews will provide a lot of information from a subtle number of multitude and ar utilizable when you trust to get an expert or knowledgeable depression on a subject. we did interviews of disparate stakeholders, they be happy to this new product because we argon accounting entry in much than ten flavours. People be supporting this new product due to divergent flavours, they want change.3.2.2-ObservationsObservations use up taking organized notes about occurrences in the world. Observations provide you insight about specific people, events and ar e xpedient when you want to learn more about an event without the based viewpoint of an interview. According to our observation close people use flavoured milk, mostly child take a tin in their hand while going to school for breakfast.3.2.3-AnalysisAnalysis involves after appeal data and organizing it in some specific criteria you develop. They are useful when you want to find some trend or pattern. A type of analysis would be to record commercials on three major television net plant and fail gender roles3.3-Quantitative DataQuantitative data has a very beta for the primary research and it includes surveys and questionnaire.3.3.1-SurveysSurveys are a form of questioning that is more rigid than interviews and that involve volumedr groups of people. Surveys will provide a contain amount of information from a large group of people and are useful when you want to learn what a larger population thinks. In order to learn weather people would analogous to buy or use our product, we occupy unconquerable to conduct a market survey. root of all we drive designed a survey form that shows people ideas. Our organisation conduct a survey by questionnaire3.3.2-QuestionnairePlease trounce on the appropriate and write a few short sentences where descriptive answer is conductd.1-Do you like flavored milk?Yes No2-Which milk do you use?Yazoo Frijj3-What do you consider before buying a product set Brand name -Labeling4-In which age you lie?Middle age adolescent age old age5-How much is your monthly income600 800 10006-Are you advised about quality?Yes NO7-Which flavoured do u like most?Strawberry banana tree chocolate8-Which defacement do u take most?Yazoo FRIJJ9-Do you think that its flavour is nice?Yes No10-Is it for sale in your local market easily ?Yes No11-What do you think when buy?Low price QualityThanking you for sharing such valuable ideas, your snip and cooperation3.4-Existing Competitors3.4.1-Competitors AnalysisCompetitor analysis in merchandise and strategic forethought is an assessment of the strengths and weaknesses of current and potential competitors. This analysis provides both an offensive and justificative strategic context through which to identify opportunities and threats.Following are the chief(prenominal) competitors1- Yazoo2- Frijj3.4.2-Yazoos HistoryYazoo is a bottled flavoured milk or milkshake produced by Campina and is sell in the United Kingdom and Ireland. It comes in three flavours Banana, Chocolate, Strawberry. Campina Yazoo is the market booster cable bottled milkshake in the UK with over 80 million bottles sold severally year. Introduced in 1989 as a flavoured milk drink for four-year-old children, the brand has grown consistently and now is drunk by kids (and grow ups) of all ages. Strength1- Strong brand name2-They hurl strong tote up chain3-Their financial position is very strong due to high volume of sales4-They pull in umpteen loyal customers5-pricingWeakness referable to high volume of production some period by mistake defective products are sent into market1-less flavour3.4.3-Frijj HistoryFrijj is a brand of milkshake sold brinyly in the United Kingdom. Produced by Dairy Crest, it was first throwed in 1993. Frijj is sold in foursome permanent flavours strawberry, chocolate, banana and Chocolate Fudge Brownie. in that respect shoot also been numerous particular edition flavours, some of which have featured characters.Strengths1-Frijj has strong dealer network2-Strategic alliances3-Research and development investmentWeaknesses1-Less market share4- 4ps For Flavoured Milk4.1-Product today Haleeb Foods Ltd is launching a new product in the United Kingdom market named as Flavoured Milk which will be easy in diametric flavours in the market like as strawberry, banana, mango, chocolate, oat, apricot, mixed flavour and etcetera4.2-PricePricing is one of the most important elements of the marketing mix, as it is the completely mix, which generates a turnover for the organisation. Pricing is difficult and must reflect tack and demand relationship. Pricing a product too high or too low could mean a loss of sales for the organisation. We are offering competitive forward price which is mentioned belowFlavored milk introductory PriceSizesPrices()Flavoured milk3L1.49Flavoured milk1L60 pFlavoured milk500ML35 pFlavoured milk250 ML(6 bottle pack)1.004.3-PlaceIt will be available in all supermarket and shopping plaza and all local field of force shops. We have decided to place the product in all the major and minor markets as well as in the finishteens of colleges and universities. We have decided to acquire the services of large and organized statistical distribution in different areas of UK.4.4-PromotionWe have formulatened a very wide range of progress out groove that covers or so every part of the society. We have supported our promotional schema with the use of electronic media, print media, internet and some other sour ces and also with the aid of some schemes such as lucky draws. Our promotion strategy in detail is asTelevision channelsNewspapersMagazinesPamphletsBannersSign boards revalue schemeInternet4.5-Conclusion Of Marketing EnvironmentBy the intensive try of the entire market in its whole perspective it came to know that the boilers suit surround is not much in favour of new firms. Because of semi-democratic thought and the presence of well established competitors holding major part of the market, but we have a great edge we are introducing more flavoured as compared to our competitor. it seems supportive for a new product to make its place in the market.4.6-PurposeThe purpose of launching the Flavoured milk is to give a new discretion to the people who are drinking almost every milk available in the market. We want to provide different flavours to the people so that they plump refresh and healthy.4.7-FeaturesFollowing are some of the features of our product1-flavoured milk is respe ctable for health2-Provides calcium3-Provides vitamins4-Beneficial for bones5-Excellent in taste6-Gives freshness4.8-TargetingWe will target the following customers1-Young generation2-Boys and girls and people of every age3-Be capaciouss to swiftness and lower class4-Student of colleges and universities5-Wants a new and refreshing taste4.9-PositioningWe have to position our product in the minds of the customers and consequently in the market with the help of our effective and customer oriented market strategies.4.10-Competitors strategyOur competitors have a right(a) market share because they are adapting following strategies1-Less prices2-Effective promotion3-Intensive distribution4-Quality products5-Customers research6-Attractive packagingTask 25-Cost Benefits analysis of Haleeb Flavoured Milk for four years 5.1-Material, Equipments and Labour cost. formly notes Flow1st Year20112nd Year20123rd Year20134th Year2014 bills OutflowIT ExpansesComputers and Servers10,00050000Website Development0000 guardianship1,2001,2001,2001,200Hosting three hundred300300300Licensing900900900900Communication System for vehicles100020000 original13400310024002400Research DevelopmentOnline Development75,00030,00030,00030,000Risk Analysis40,00050,00055,00060,000Total1,25,00080,00080,00080,000MarketingUsual Marketing60,00055,00055,00050,000E Marketing45,00045,00055,00045,000Total1,05,0001,00,0001,10,00090,000Administration costMachinery in warehouse15,0005,00000Rent8,00010,00010,00010,000Internet250250250250 telephone120120120120Salaries80,00010,00012,00014,000Insurance20,00020,00020,00020,000Vehicle and Maintenance8,00012,00000Inventory60,00069,00075,00080,000Total1,92,3701,27,570128,770126,170Total gold Outflow()4,35,7703,10,6703,21,1702,98,570Cash InflowSales Revenue2,00,0002,50,0003,25,0004,00,000Other Revenue50,00070,0001,01,0001,25,000Total Cash Inflow()2,50,0003,20,0004,26,0005,00,000Net Cash Flow()(1,85,770)9,3301,04,8302,01,430Note All figures are based on prediction. 5.2-Staff reproduction And DevelopmentSkills Audit and Development Planning Sample Sheets exertion/Process DescriptionSkills Set RequiredStaff Fully competentSome Skills Evident take on DevelopmentSkills require DevelopmentIT instruct skillsComputer skilled staffNOYESUsing Software(SAP) assemblage from port to warehouseStaff training for keep it specific temperature cautiouslyNOYESTagging and keepingOn time renounceyTraining For Drivers to deliver it on timeNoYESFamiliar with exact place promotional material trainingTrain the staff for Packaging(How to hold them)NOYESBasic Training for Checking material of Packaging5.3-Option Construction distributor point and Option judgment StageSkills to be DevelopedTraining/Development OptionsOption Appraisal finaleLatest softwares right(a) knowledge of using Software and trainingAppraisal systemMust be good learnerDifferent for severally costumersProper Training related to jobAppraisal systemProper training session requiredTask 36-Execu tive SummaryThis flip is about new product development by Haleeb Foods Ltd. Haleeb Foods has the distinction of universe the first company in Pakistan to use Tetra Paks novel packaging formats, Haleeb Foods has also introduced a number of unique products previously unknown to the Pakistani market, like Haleeb Labban, delicious traditional lassi (buttermilk) prepared with pure thick milk and yogurt, Candia Tea Max, Candia milk, packed in distinctive food grade plastic bottle, and Haleeb Good Day, 100% pure and natural fruit juice, free of added sugar, artificial flavours and preservatives. Now Haleeb Foods Ltd has developed a new product that is milk in different flavours and going to introduce in united kingdom market.For this purpose first we have conducted the SWOT analysis of company to see the companys strengths, weaknesses, opportunities and threats. Then we have explained the purposes, benefits and objectives of our products. Secondly we have made a marketing mix strategy fo r our product. We have divided market into different segments and decided to target young students of school, colleges and universities and people of every age. We have also paid particular attention to the packaging, colour and price of the product. We have decided to place the product in all the markets of UK especially in the canteens of school, colleges and universities and every supermarket. We will promote our product through electronic media, leaflets, internet and other sources. We have also conducted a market survey to know the opinion of public about our product and developed our product accordingly.7-Project solicitude visit management skills are apparently important for childbed managers. Project management methods to be very useful in its be after and implementation. Even the smallest task can benefit from the use of a well chosen picture management technique or tool, especially in the planning stage. work outs can be sundry(a) shapes and sizes, from the small a nd straight forward to extremely large and highly complex. In organizations and businesses, pouch management can be implicated with any area or function, for examplepeople staffing and managementproducts and servicesmaterials manufacturing and productionIT and communications stock and distributionFinance administration purchasingSales selling marketinghuman resources development and trainingcustomer service and relationsquality health and safetylegal and professionaltechnical scientific research and developmentnew business developmentanything else which needs planning and managing deep down organizations.Project management techniques are not just for flip managers . they are available for anyone to use.7-project management and implementation process1.Agree accurate specification for the project2.Plan the project3.Communicate the project plan to your project aggroup4.Agree and delegate project actions.5.Manage and motivate the project team.6. monitor canvass project progress7.1 -Agree precise specification for the projectThe project specification should be an accurate commentary of what the project aims to achieve, and the criteria and flexibilities involved its parameters, scope range, outputs, sources, ciphers and timescales. Project terms also provide an essential discipline and framework to keep the project on track, and concerned with the original agreed aims which are given below.1-Describe your purpose and aims .2-State parameters for project (budgets, range, scope, time scale).3-involve the people in digestings and decision qualification process.4-Establish break points at which to review and check progress, and how progress and results will be measured.7.2-Plan The ProjectPlan the various stages and activities of the project. Where necessary involve your team in the planning. It is useful to identifying all the things that need to be put in place and done, in reverse order. From the beginnings of the project use brainstorming ideas to help gat her points and issues and to explore innovations and ideas7.3-Project Times Scales and costMost projects come in late thats why we planned a time scale and cost. If you have been given a fixed deadline, plan to meet it earlier, and work back from that earlier date. Projects which slip back and are delivered late, or which run over budget or fail to meet other financial requirements often cause significant problems. Exercising a little realism at the outset of a project regarding financials and timescales can save an enormous amount of trouble later. We are going to launch this project by the end of December 2011.7.4-The project teamimportant part of the planning stage is picking your team. Take great plow especially if you have team members imposed on you by the project brief. Selecting and gaining commitment from the best team members whether directly employed, contractors and suppliers, consultants or other partners is of the essence(p) to the quality of the project. Project man agement on a tight budget can be a lonely business get some help from good people you can trust whatever the budget.7.5-Project Management ToolsThere are different management tools for this project but Haleeb milk is going to use the brain storming tool.7.5.1-BrainstormingFor this project Haleeb food is going to use the brainstorming tool. Brainstorming is a popular tool that helps you generate germinal solutions to a problem which can develop new ways of spirit at things. It also helps you overcome many of the issues that can make group problem solving a sterile and unsatisfactory process. Used with your team.7.5.2-Gantt ChartsACTIVITIES week 1WEEK2WEEK3WEEK4WEEK5WEEK6Executive summaryXxxxx bid of Focus OrganisationxxxxxDescription of Focus OrganisationxxxxxxOrganisational instrumentxxxxxxxxxx purlieual factorxxxxxxxxxxPEST AnalysisxxxxxChangexxxxxxxxxxSWOT Analysisxxxxxcost benefit analysis XXXXpotential cost associated with that change XXXX police squad Briefing Process Trainin g Staff XXXXHow and when change will be Implemented XXXXXXXXXXconclusionxxxxx7.5.3-Project Financial Planning And ReportingFor projects you will in all probability need a spreadsheet to plan and report planned and actual expending of project .Large projects are likely to require some sort of require dedicated accounting software to manage the financial planning and software. It is a key function of project management. Create a cost line for main expenditure activity. Create a system for allocating incoming invoices to the coiffure activities.7.5.4-Project Contingency PlanningSince projects involve uncertainty and risk it is likely that you will need to develop contingency plans for key areas of risk. Basically this involves identifying risk scenarios which, have a significant trespass on the ability of the institution to bunk out its business and considering what options are available to you. Contingency plans are your option plans. They are there so that when a crisis occurs you can transfer almost instantaneously to an alternative plan.7.6-Communicate The Project Plan To Your TeamCommunication is safe for project. it tells people what is happening and you get essential support, agreement and commitment. in project you should involve the team in the planning process to get good result. Involvement and communication are vital for cooperation and support.7.7-Agree And Delegate Project ActionsWe have to identified each activity including all relevant parameters, timescales, costs, and deliverables. Use the immaterial acronym to help you delegate tasks properly. Use of proper delegation methods is vital for undefeated project management involving teams. So publish the full plan to all in the team and consider carefully how to delegate medium to long term tasks.7.8-Manage,Motivate The Project TeamManage the team and activities in meetings, communicating, supporting, and luck with decisions. Arrange face to face and group meetings, when you can bring team members together, are generally the best way to avoid issues and relationships becoming modify and emotional.7.9-Monitor Review Project ProgressCheck the progress of activities against the plan. Review surgical process regularly and adjust the plan if necessary in light of performance, changing circumstances, and new information, but remain on track and within the original terms of reference. Plan team review meetings. Stick to the monitoring systems you established.7.10-Planning To significanceImporting goods and materials can be complex. First of all drawing up contracts with your overseas suppliers .when and how you will make payments for the materials, bearing in mind that the transform rate might change after you have placed your order, expatriation arrangements, storage, documentation and insurance.7.11-Managing transportWe are going to import directly. Importing directly means that you have personal contact with the overseas suppliers. It is potentially more profitable but means that you are vulnerable to language problems, reciprocation rate fluctuations and the possibility of additional costs.7.12-Legal Responsibilities As An ImporterCheck that the items you are planning to import are allowed in or whether they need an import licence. deal out whether you are liable, under(a) the principles of product liability for any harm caused by the imported items. Pay any duty and VAT that apply under UK law.8-Implementation plan8.1-Vision and missionVision is to improve the performance of the core units chain. Whilst doing so we willcontinue to explore and develop growth opportunities in other markets. Our mission is to be the consumers first choice for products of outstanding quality and great service at a competitive cost through working faster, simpler and together.8.2-ObjectivesTo innovate and provide leadership in delivering quality products at graceful prices,To increase market shareTo increase profitTo increase the length of product lineTo se rve customers betterTo face strong contender8.3-Environmental AnalysisOrganizational environment consist of all factors that in one way or another way modify or change by the organization decision. Haleeb foods Organizational environment refers to the forces that can make an impact .Forces made up opportunities and threats. Organizations dose not exist in isolation. It works with the overall environment. these can be divided into two main move as, Internal Environment and External Environment8.4-Internal EnvironmentOrganizations indispensable environment refers to the elements within the organization. Internally an organization can be viewed as a resource conversion machine that takes inputs (labour, specie, materials and equipment) from the external environment (the outside world), converts them into useful products, goods and services, and makes them available to customers as outputs. Employees or the working people are the main resources of an organization. In other hand th ese employees can make a big difference for an organization. If an organization has unskilled labours they may find a obstacle of getting things done. Organization benefited with skilled labour. It requires motivation and skills development to take the maximum performance of the labour. A manager is someone skilled in shrewd how to analyze and improve the ability of an organization to survive and grow in a complex and changing world. This means that managers have a set of tools that enable them to grasp the complexity of the organizations environment.8.5-External EnvironmentIt consists of all the outside institutions and forces that have an actual or potential interest or impact on the organizations ability to achieve its objectives for this we will do different analysis1-Pest Analysis2-Swot Analysis3-Porters 5 Forces8.5.1-PEST AnalysisPolitical Factors economic conditions are influenced by political and government policy, as you know the new government is making new policies in every field, it might be affect the business. At any one time either exported or imported goods can seem expensive or inexpensive, dependent upon currency exchange rates. There are many other ways, however, in which government decisions will affect organizations both directly and indirectly, as they provide both opportunities and threats for new business.Economic factorsEconomic condition are related to political and government policies .Due to asymmetry in country ,inflation, unemployment ,no one company dont want to invest his money in the country .economy rate is going down and down every day. As a new milk company Haleeb foods will help the country to decrease unemployment by giving jobs to unemployed.Social factorsthe socio cultural environment summarizes the demand and taste . Many U.K citizens are practicing healthier lifestyles. This has affected the deluge beverage industry in that many are switching to viands colas and FLAVOURED MILK instead of beer and other alcoholic beverages. Also, time management has change magnitude and is at approximately 43% of all households. The need for healthy products are in important in the average day-to-day life. Consumers from the ages of 37 to 55 are also increasingly concerned with nutrition. There is a large population of the age range known as the baby boomers. Since many are reaching an older age in life they are becoming more concerned with increasing their longevity.Technological factorsThe effectiveness of companys advertising, marketing and promotional programs. The new technology of internet and television which use special effects for advertising through media. They make some products look attractive. This helps in selling of the products. This advertising makes the product attractive. This technology is being used in media to sell their products.8.5.2-SWOT AnalysisStrengths1. Strong management system2. Effective internal communication system3. Efficient use of resources4. Employees empowerment5. Diver se work force6. Innovations7-Taste,nutritious,hygienic,packagingWeaknesses1. Less market share2. Limited knowledge of customers3.

Improving Energy Efficiency in Buildings

Improving naught cleverness in expressionsIntroductionClimate change is a major(ip) sweep issue, average temperatures have risen across the globe by 1oC amid 1906 and 2005 with a much rapid increase allplace the last 50 course of studys (Conserve nada Future, 2017, this rise has been attri hardlyed to global warming (McGrath, 2017). Emissions of gases such(prenominal) as carbon dioxide (CO2) and Methane (CH4) tot up to this global warming and argon k at one timen as greenho aff gentle wind gases (NASA, 2017), though the Environmental Protection Agency in the united States of America stated in 2017 that CO2 was non a main(a) contributor to global climate change (McGrath, 2017).Energy use is a major producer of these greenhouse gases, governments around the world have go under in place measures to minify the drudgery of these gases by introducing rules to improve vigor cleverness (Conserve Energy Future, 2017.In the UK brawn use, evoke be upturned pile into 4 ma in areas, Transport, Domestic, industrial and Services Sector (Department for Business, Energy, and Industrial Strategy, 2016).This report lead look at skill economic consumption of edifices and techniques that give the sack be utilised to improve a makes ability talent.UK Energy exampleThe breakdown of the UKs zero recitation across the 4 main areas in 2015 was as follows (Department for Business, Energy, and Industrial Strategy, 2016) Transport 40%Domestic 29% exertion 17%Services Sector 14%The fuels used to provide this force were a mixture of Gas, Electricity, Solid fuels, Petroleum and Bio nothing (Department for Business, Energy, and Industrial Strategy, 2016). Both attention and transport use monstrous amounts of energy set about their processes be it production lines or the cognitive process of various modes of transport such as trains or buses sooner than the running of buildings (Department for Business, Energy, and Industrial Strategy, 2016).Energy exerci sing is fundamental to the operation of any building be it for sprightly source, shake uping, cooling, cooking or other go such as lifts (Wade, Pett and Ramsay, 2003), with most of this energy world provided by each gas or electricity (Department for Business, Energy, and Industrial Strategy, 2016). Thus, Improving the energy susceptibility of a building provoke considerable precipitate the amount of energy that is used.Over the last 30 years there has been a considerable increase in energy usage by seat seal offs collect to the rise in the use of technologies such as large computers and the change magnitude use of aura conditioning systems (Wade, Pett and Ramsay, 2003). In the service sector procedure buildings are second to retail units in the take aims of energy that they consume, and these seat buildings contribute to 1.1% of the UK CO2 emissions each year (Pothitou, Connaughton and Torriti, 2015). experience 1 Energy exercising of a standard Office and Effici ent Office, outset (Knissel, 1999)To become more(prenominal) energy efficient a building needs to use slight energy to undertake the same tasks or role (International Energy Agency, 2017), as figure 1 above shows, improvements from a standard social function block to a super-efficient office block screwing reduce energy usage by 70% (Knissel, 1999)LightingIn a commercial office, the illumine uses up to 50% of whole the electricity consumed (Irish Energy Centre, 1995) and 35% of the quantity the energy consumption of the building (Knissel, 1999). Lighting raft be upset(a) down into several types these being access illumination, task visible radiation, emergency excitement and effects release (Irish Energy Centre, 1995).For a building to become more energy efficient attention needs to be paid to the lighting design to reduce the level of usage, technological advances mean that improvements in the efficiencies of lighting dismiss be done in several ways (Energy pitch Tr ust, 2017), some of these can also be applied to vivacious office buildings without too much work having to be undertaken other methods need major alterations to incorporate into older buildings and are more suited to new buildings or buildings going through major refurbishment (The Renewable Energy Hub, 2016).The wide-eyed replacement of existing lamps within light fittings can reduce energy usage, with more modern fluorescent tubes being 25% more energy efficient than older versions and compact fluorescent lamps using up to 75% less energy than an old due west lamps (Irish Energy Centre, 1995), these tungsten lamps having been invented over 100 years ago(Energy parsimony Trust, 2017) Light Emitting Diodes lamps (LEDs) are also now available and are up to 80% more efficient than the tungsten lamps (Energy.gov, 2013), when invented in the 1960s LEDs were no more efficient than tungsten lamps it has unless been in the last ten years that great improvements in their qualificatio n has been achieved (Energy.gov, 2013).This method of energy power can be applied to existing buildings without too much trouble but does have a apostrophize over and above normal maintenance costs of changing the lamps but by the energy saved the LED lamps can pay hold their extra initial cost within 3 years. (Corkhill, 2014).Another area where lighting can be made more efficient is insuring that it is lonesome(prenominal) used when required and that lights are turned out when not in use (Open Technology, 2016). The use of sensors such as proximity or absence seizure detection also means that the lights come on automatically when active and turn off after a period of non-occupancy (Open Technology, 2016), the dis-advantages of this can that soul sitting still at a desk may not move the sensor and the light may go out while they are still there.Office areas can also be divided into contrasting lighting zonas with different controls for each zone, lights then only need to be o n in areas of the office that are occupied or being used (Knissel 1999) leading to further efficiency. The use of daylight sensors to adjust the amounts of schmalzy light used when there is sufficient natural light sustains reduce energy usage (Carbon Trust, 2017). This may be achieved by having lights that either surpass off or dim depending on levels of natural light in an area and can be used alongside lighting zones so that the lights closest to the windows dim separately when the natural light levels increase (Open Technology, 2016).Dimming controls and timers can also be utilised to minimise energy usage, it may be that less lamps operate at a lower light level at certain times of the day such as during the evenings or night while cleaning of the office is being undertaken (Open Technology, 2016).The room layouts can also play a part in energy efficiency by positioning desks to make more use of natural light and by painting walls and ceilings light colours can maximise the lastingness of the lights (Irish Energy Centre, 1995).Thermal dragAll individuals working in an office want to feel harborable and not to be either to desirous or too cold no matter what time of the year it is (Seton, 2015). There are 6 factors which can affect the thermal cherish of people within an office environment, these can be broken down into environmental factors and force-out factors (HSE, 2016). The 4 environmental factors being mien Temperature, Air velocity, radiant temperature and relative humidity (Harish, 2017), the other 2 factors are personnel these being clothing and metabolic heat (HSE, 2016).The Chartered Institute of Building Services Engineers (CIBSE) have identified several elements of a building that allow for affect the thermal environment these being items such as glazing, ventilation, demeanor tightness, thermal mass, plant and equipment, waste heat along with working patterns, activities and manpower profile (Seton, 2015).CIBSE also provide reco mmendations on the temperatures levels, air supply and illumination to provide a comfort level that will be satisfactory to 80% of the occupants (Woods, 2015), this does though mean that there will be 20% that do not find it comfortable (Woods, 2015). Due to personnel preferences, it is not possible to find settings that are acceptable to all occupants and the recommendations are levels deemed to be a healthy office environment (HSE, 2016)Figure 2 CIBSE Comfort recommendations for OfficesConditionsTemperature (C)Air Supply per person (l/s/person)IlluminanceNoise valuation(NR)Summer (Light Clothing)22-25850035Winter (Warm Clothing21-23850035 bloodline CIBSE Guide A Environment devise 2015 (Woods, 2015)Many office blocks have heating, ventilation and air conditioning systems (HVAC) to note these comfort levels (Carbon Trust, 2017), figure 1 earlier in this report shows that in a standard office these systems use up to 42% of the all the energy consumed by the office block (Kniss el, 1999). For the most efficient use of these HVACs systems it is important to design the buildings fabric to reduce the load imposed on these HVACs systems (Harish, 2017). For example, radiant temperature can involve some(prenominal)(prenominal) heat gain and heat loss through the structure, this is especially so near large windows, in these instances the structure can be intentional with solar shading such as brise soleil or reflective blinds on elevations facing the sun to reduce solar heat gain (Harish, 2017). The windows can also be designed with triple glazed glass along with blinds that have thermal insulating properties to uphold reduce heat loss during the cooler months of the year (Harish, 2017). These measure help reduce the amount of work that either the cooling system or heating systems must undertake (Knissel, 1999), the disadvantage that any shading or blinds have is that they reduce the amount of natural light entering the building leading to the extra usage of artificial lighting.Heating in office buildings is usually provided by a central steam boiler (CIBO, 1997), the efficiency of the boiler can depend upon the fuel used, back in 1997 the typical energy efficiency for boilers based on fuel varied greatly as shown in figure 3.Figure 3 Typical Efficiency for new-fashioned Boilers in 1997FuelFull stretch along Efficiency%Low Load Efficiency%Coal8575Oil8072Gas7570Biomass7060Source (CIBO, 1997) melioration in technology has meant boiler efficiency has greatly improved since 1997, little combined heat and power (mCHP) boilers are now available for offices and house servant properties, prior to 2006 these were only economically available on extremely large scale of measurements (The Renewable Energy Hub, 2016). CHP boilers simultaneously generate useful heat and electricity making better use of the fuel being used (Ecoliving, 2017).Figure 4 Micro unite Heat and Power Boiler Schematic.Source (The Renewable Energy Hub, 2016).These comb ined heat and power boilers can be up to 98% efficient, with the electricity produced being either used by the building or returned to the main grid (The Renewable Energy Hub, 2016). A disadvantage of CHP is that it is only useful in a building that requires both hottish water and electricity, if other methods are used for heating and hot water is only used for washing then a CHP is not practical (Dinneen, 2014).As well as improved efficiency of boilers and air conditioning systems better controls also help reduce energy usage, for every 1C lower that the heating is run it reduces energy usage by up to 8% (Carbon Trust, 2017) so setting heating levels at the lower level of 21C set by CIBSE rather than the upper winter level of 23oC can reduce the energy usage by up to 16%.In open plan areas controls to both heating and cooling should also not be accessible to the occupants as there could be instances where one individual turns up the heating in their area and another turns down the air conditioning in their zone and the two systems then try to work against each other (Carbon Trust, 2017). whatever areas of a building such as computer hub rooms will require cooling all year due to the heat generated by the equipment within them (Wade, Pett and Ramsay, 2003), the use of a heat recovering system can be utilised to use this heat for other parts of the building reducing the load put on the heating systems and reducing the energy usage (Energytechs, 2017).These heats recovering units operate by using hot air from within the building to heat fresh cool air from the external environment (Energytechs, 2017) this warmed fresh air is then circulated around the building reducing the heating requirements (Wade, Pett and Ramsay, 2003)Figure 5 Heat Recovery Unit, Source Energytechs, 2017ConclusionTechnology and energy efficiency of services for buildings is continually up(a) this can be seen by the advances in LED technology for lighting and the use of have Heat and Po wer boilers in smaller scale buildings that have advanced over the last 20 years (Wade, Pett and Ramsay, 2003). Buildings can only be built as energy efficient as the technology available at the time of construction, some energy efficiency measures can be installed later if the technology becomes available but this can be costly and disruptive (Wade, Pett and Ramsay, 2003)It is though important when considering energy efficiency of buildings services to ensure that comfort levels for occupants are maintained for the tasks they are undertaking and are not compromised to achieve great energy efficiency (Irish Energy Centre, 1995)Modern technology makes more use of automated controls to assist in improving energy efficiency within buildings, this helps to remove occupants interference with controls and the potentially unbalancing of the systems resulting in more energy usage. As already mentioned earlier in this report the guidance figures given by CIBSE will only be acceptable to 80% of the occupants (Woods, 2015) the other 20% will be face to alter the settings to suit their requirements so good communication with the occupants on the reasons the dodging for control settings will help with the implementation of the energy efficiency measures (Irish Energy Centre, 1995).ReferencesCarbon Trust, 2017, Online easy at https//www.carbontrust.com/resources/guides/energy-efficiency/lighting/ Accessed on 15th butt against 2017CIBO, 1997. Energy Efficiency Industrial Boiler Efficiency Online easy at http//invenoinc.com/file/Energy-Efficieny-adn-Industrial-Boiler-Efficiency.pdf Accessed on 25th inch 2017Conserve Energy Future, 2017. 35 Surprising Facts about spheric Warming. Online Available at http//www.conserve-energy-future.com/various-global-warming-facts.php Accessed on fourteenth marching music 2017Corkhill, K. 2014. LED Payback Calculation Online Available at http//www.jarvislights.com/led_payback_calculation_blog/ Accessed on twenty-third demo 2017Depart ment for Business, Energy, and Industrial Strategy, 2016, Energy Consumption in the UK Online Available at https//www.gov.uk/government/collections/energy-consumption-in-the-uk Accessed on 14th March 2017Dinneen, P., 2014. Pros and Cons Combined heat and Power (CHP) Online Available at http//www.kinsley-group.com Accessed 23rd March 2017Ecoliving, 2017. What is CHP? Online Available at http//www.ecolivinguk.com/combined-heat-power/what-is-chp/ Accessed on 25th March 2017Energy.gov, 2013. History of the light bulb Online Available at https//energy.gov/ articles/history-light-bulb Accessed on twenty-first March 2017Energy Saving Trust, 2017. Energy Efficient Lighting Online Available at http//www.energysavingtrust.org.uk/home-energy-efficiency/lighting Accessed on 23rd March 2017Energytechs, 2017. Heat Energy Recovery Ventilation Online Available at http//energetechs.com/heat-recovery-ventilation/ Accessed on 23rd March 2017Harish, A., 2017. How to Improve Thermal comfort in an Offi ce Environment. Online Available at https//www.simscale.com/blog/2016/07/improve-thermal-comfort-office/ Accessed on 21st March 2017HSE, 2016. The six basic factors Online Available at http//www.hse.gov.uk/temperature/thermal/factors.htm Accessed on 21st March 2017Irish Energy Centre, 1995, Energy Efficient lighting in Offices Online Available at http//www.seai.ie/Publications/Your_Business_Publications/Technology_Guides/Energy%20Efficient%20Lighting%20in%20Offices.pdf Accessed on 15th March 2017Knissel, J., 1999. Energy efficient Office Buildings Online Available at- http//www.iwu.de/fileadmin/user_upload/dateien/energie/energy_efficient_office_buildings.pdf Accessed on 23rd March 2017McGrath, M., 2017. Extreme an Unusual Climate trends continue after enrol 2016 Online Available at http//www.bbc.co.uk/news/science-environment-39329304 Accessed on 21st March 2017NASA, 2017. Global Climate Change, Vital Signs of the Planet Online Available at https//climate.nasa.gov/evidence/ Acces sed on 14th March 2014Open Technology, 2016, Intelligent Lighting Controls Online Available at http//www.opentechnologyuk.com/ligo/ Accessed on 15th March 2017Pothitou, M., Connaughton, J. and Torriti, J. 2015, Energy Demand Working practices in Office Buildings Online Available at https//www.reading.ac.uk/web/files/tsbe/MaryPothitou_TSBE_Conference_Paper_2015.pdf Accessed on 14th March 2017Seton, 2015. Thermal Comfort in the workplace Online Available at http//www.seton.co.uk/legislationwatch/article/thermal-comfort-workplace/ Accessed on 21st March 2017The Renewable Energy Hub, 2016. Micro Combined Heat and Power Online Available at https//www.renewableenergyhub.co.uk/micro-combined-heat-and-power-micro-chp-information/how-does-microchp-work-in-a-home-or-business.htmljump_21929 Accessed on 25th March 2017Wade, J., Pett, J. and Ramsay, L., 2003, Energy efficiency in offices assessing the situation Online Available at http//pett-projects.org.uk/wp-content/uploads/2009/03/ACE-Resear ch-2003-05-Energy-Efficiency-in-offices-Assessing-the-situation-report1.pdf Accessed on 14th March 2017Woods, P., 2015. CIBSE Guide A Environment Design 2015, capital of the United Kingdom Chartered Institute of Building Services Engineers.

My Personal Teaching Philosophy Education Essay

My Personal Teaching Philosophy fostering EssayTeaching. Teaching is a delivery of get it onledge and giving jolt on the next generation. In terms of breeding, I allow reason my maps as a teacher and a learner, narrate clearly near my teaching styles that I habitd to and will intend to apply. Relevant examples be given to c all over the importance of the effectiveness of my teaching style as well as its d acceptside.My teaching style is dominated by 2 preeminent styles all-round conciliatory and adaptable teacher and big host teacher. 1 These results be in line with what I feature experienced. Currently, I lecture both theoretical and working medical subjects. In trivial multitudes, I teach Problem-Based Learning (PBL) for theoretical subjects and Skills Laboratory as practical one. Whereas in large classes, I assist one of the lectures in electoral Block. As a medical teacher, I maintain my teaching roles as1. MotivatorDreams need a helping hand. As a teacher, I feel responsible to motivate learners. I energize students spirit when they fail, elapse and coach them in achieving their dreams. Students should be given an understanding that no goals basis be achieved without go downting any efforts. Conversely, study is built with frequent characterization and practising.22. MentorAs a mentor, I am alert to students adroitness and learning styles. This allows me to nurture their development and heighten their enthusiasm. To do this, I use inspiring quotations to pump out the students mood. Consequently, non only they enjoy the class, alone also bed the lessons. Quality time, a form of dedication, is highly central for both of us. 33. Role modelOur words and actions create our own world. This motto remarks me to post positive reinforcement for students continually. As a role model, I realize that there is a hidden curriculum that I have to nourish in students performance, particularly attitude, communication skills, and social awaren ess. I do wish that my words and actions can inspire students to value new(prenominal) peoples lives, including patients lives. Encouraging learners to see all subjects holistically is equally important, thereby they will have a capability in making wise decision as junior doctors. 3Learning. Based on educational theory, I raise out that I am a Reflector and Pragmatist learner.4 This questionnaire enriched my previous thought as a visual learner. I realize that being a constructivist learner also impacts my teaching methods. When I teach, for instance, I frequently provide examples and illustration, and so relate them to my live experiences. 4-6 By sharing my experiences, I hope that learners compare them to their experiences.Classroom Effectiveness. I use various methods of teaching. This helps students to get devoted to working collaboratively as a clinical team later. I love using dynamic and interactive methods, including discussions, activities, games, field trip, and rol e play. When I teach, for instance, I form the class into small groups, present a few questions, then allow them brainstorm. I structure my teaching for not much than two hours by imposing recess in the middle. The aim of this is to create an active and conducive learning atmosphere, either in PBL or small group discussion.With approximate organization, I set aside my time prior to lectures to lay out materials and sequence appropriate with the time allocation. To facilitate, I provide up-to-date material, innovative teaching aids and media. Instructional technologies that I use include slides, pointer, flipchart, video, e-learning and simulation. I tend to prevent overload information. This is done by emphasizing more or less frequent cases and compiling similar topics into one module.Several steps that I perform in classroom1. Offer students a Pre-test and Learning Styles stick toI use Index of Learning Styles to find out profoundly about my students preference and backgro und.7 Over the years, most of the students are visual learners. Hence, it is best(predicate) not to give lectures in one-way teaching method. For instance, I put visual aids like eye-catching pictures, diagrams, or video in class.2. Define Learning ObjectivesLearning objectives are important for students to have a broad viewpoint of what knowledge or skills they will accomplish by the end of the class.8,9 I emphasize the importance of understanding the materials along with different(a) subjects as a whole, not only certain chunks of organ systems.3. class rules and roles for learnersIn large group settings, I discuss with students my teaching rules and learning outline at every first session.8,9 Whereas, in small classes, each student is given a chance to take turn in demonstrating the skills and procedures. I also provide them free time and rooms to dress out of class hours.Sometimes, there is an uncertainty in students own motivation. However, I have a belief, the more we res trict learners, the more they do not respect us. Principally, I trust them as an adult learner and let them learn freely without my full supervision or intervention. Students feedback showed that they favor my teaching methods because they feel valued for being treated as colleagues. Their marks and attitudes are generally handsome. Likewise, faculty members have described my teaching as flexible and professional.Students Background. My teaching is mostly based on class size, students background and interests. I had once a student who was always absent and come late. Previously, other stakeholders did not recognize his problems. After asking him in person, I came to know that he could not come to morning class due to eat certain medicine. Next, I gathered the group which he involves in class. I asked the other students to help him participate in any discussions and project. Though his date was slight in the first time, I could see a good progress of his passion to finish a degree . Later on, his internship performance was excellent and he graduated. Another case like students unwillingness to be a doctor is also plentiful to find. Being a sensitive teacher to students problems and conditions help me nourish their development and create an enjoyable environment for them to keep going.Downside. One of my biggest struggles in teaching is facing destructive learners, especially those who a great deal fail the whole entire semester. In PBL settings, for instance, such student is more likely to interrupt and not willing to tolerate other learners perspective. to a higher place all, I need to enhance my teaching capacity tremendously over time. To lead younger generations, I have to learn from others and understand the learners. This will allow me to ensure that all graduates are fit into the best practices as medical field is very much related to humans lives.

Background To Al Tayeb Salih English Language Essay

Background To Al Tayeb Salih side of meat Langu jump on establishThe current research addresses the dilemma of translating ethnic terms especi solelyy in literary forms. It start outs at shedding nigh light on the problems that interpreters, curiously between Arabic and incline, face with dealings with cultural terms and on the finiss make by these adapters to overcome these problems. The Wedding of Zein, written by the Sudanese distinguished fableist Al-Tayeb Salih and trans riped into side of meat by the known translator Denys Johnson-Davies, has been chosen as a study case to be analysed. The data collected willing be categorised agree to the procedures proposed by Vladimir Ivir (1997) and by the scale of jejunity (translators visibility) and foreignsation (translators invisibility) proposed by Lawrence Venuti (1995/1998).The current study, however, consists of quad of import members. In the first section, the oscillos be intimate of the wise, the writer, and the translator is highlighted. Moreover, the aims of the study and the methodology ar stated. The second section reviews the techniques and procedures drift forwarded by different exposition theorists, with special focus on Ivirs graze (1997). The doing of Venuti (1995/1998) is discussed in section 2. The data collected from the source school text and the yieldd text will be analysed in section three. Fin altogethery, section four contains the conclusion and the findings.1.1 Background to Al-Tayeb Salih and The Wedding of ZeinAl-Tayeb Salih (full name Al-Tayeb Mohammed Salih Ahmed) 1929-2009. He was a well-known Sudanese novelist and short-story writer. He was born in a small colonization called Karmakoul in northern Sudan and died in London. Buried in Sudan, his funeral was attended by the Sudanese pre rampnt. His father was Sufi and named his son after a known Sufism sheikh. He had spent his childhood in his small crossroads onward he travel to Khartoum to get a c ourse in Science. Later, he moved to England and attended the University of London to get a degree in the International Political Affairs.Al-Tayeb started his life history life as a headmaster for a short time before he moved to work in the Arabic section in the BBC and, later, headed the drama section in it. Then, he came back to work in the Sudanese receiving set before he moved to Qatar and worked as a supervisor in the Ministry of Information. He ended up the last ten years in his c arer life with UNESCO in Paris and Gulf Area. It is worthy mentioning present that during his work in the BBC, Al-Tayeb used to write, for more than ten years, a e real week column for a London-based Arabic magazine called al Majalla in which he explored various literary issues.Moving from one country to another(prenominal) and from one city to another spurs Al-Tayeb to highlight the conflict between the westward and Eastern cultures and the differences between the Arab knowledge domain and the Western world in his writings. In an interview (MBC 1994), Al-Tayeb mentions that he starts his literary life as a poet and that My explanationWe, the Sudaneses, love and recite poetry because we invariably need to proof our link to the Arab military personnel.Al-Tayeb, who is entitled the genius of the Arabic novel in the literary circles, belongs to the sophisticated Arabic Realistic School which includes big names like Naguib Mahfouz (1911-2006) and Taha ibn Talal Hussein (1889- 1973) and many others. He wrote three novels and some short stories. His novels which gained a world-wide constitution and translated into many languages are The season of migration to the north (1966), The wedding of Zein (1969) and Bandarshah in cardinal parts (1971/1979). Some critics claim that these novels form a trilogy similar to Naguib Mahfouzs notable trilogy (1956-1957). The season of migration to the north is translated into thirty languages and chosen among th e best 100 novels in the world and in 2001 it is declared the best Arabic novel in the twentieth century by the Arab literary Academy. His novel The Wedding of Zein was made into a drama in Libya and into a film by the Kuwaiti filmmaker Khalid Siddiq who won an award in the Cannes Festival in the late 1970s. In 2005, Newsweek magazine chose Al-Tayeb among the most 43 influential characters in the Arab World and despite that he did not win Noble Prize, he was always one of the strongest candidates for it. In recognition of his contribution to the Arabic literature, a film, produced by Al- Jazeera Documentary, highlighting the different stages of Al-Tayebs life has been released in his first death day of remembrance in February 2010. In his second death anniversary, an award named Al-Tayeb Salih International stage for Creative Writing has been launched. , or The Wedding of Zein, is Al-Tayebs second successful novel in which he mixes reality with myth to form what is called Magic Realism. The novel is plainly some a young villager called Zein. He is odd in fashion and behaviour. Sometimes he is nave or Darwish and sometimes you find him chasing the girls of the village from one place to another. What is funny that Zein has made a reputation for himself as the man who falls in love over and over with girls who instantly marry other men to the point where mothers seek him out in hopes that he will draw the eye of suitors to their daughters. One aspect of Zeins unfamiliarity is that . . ( 71986)as is well known, children meet life with screams. With Zein, however, it is recounted- and the authorities for this are his mother and the women who attended his birth- that no sooner did he come into this world than he burst out laughing. And so it was throughout his life. (Salih, Al-Tayeb 1969 33).The two main characters of the novel, beside Zein, are Al-Haneen, the Sufi Sheikh, who has a proficient relationship with Zein and represents the mythic side of the novel and Nima, Zeins beautiful rich cousin, who is the exactly girl that Zein respects and cannot spiel her and she represents the realistic aspect of the novel. The main event of the novel is the marriage of Zein and Nima which blow out of the water all people in the village because it is unusual for ugliness and penury (Zein) to unite with beauty and richness (Nima). The events of the novel take place in a week from the sp drill of the marriage news to the wedding companionship which ends up the novel.A Western critic comments on The Wedding of Zein . 1 2. . . ( 1981 201-202)My translationWhat attracted me in Al-Tayeb Salihs way of writing is his side to the villagers. He sees them in a funny way and invites contributors to laugh at them or, at least, smile. However, behind this attitude is a olfactory perceptioning of sympathy. Despite that we find these characters f unny, but all of them hold the line their dignity. I find a refreshing whiff in this. later reading many American and English novels, readers whitethorn ask about the reason of writing about some inane characters in these novels.1.2 A word on the translator of The Wedding of ZeinDenys Johnson-Davies (1922- ), a renowned English translator of the Arabic literature, was born in Vancouver, Canada. He had spent his first years in Sudan, Egypt, Uganda, and Kenya, before he was sent to England at age 12. In 1930s, he attended Cambridge University and studied oriental languages. He started his career life with the BBC between 1941 and 1945. In the same year, he moved to Egypt to work in the British Council in Cairo as a translator and then started a journey of more than sixty years with the Arabic literature. In Cairo, he met the pioneers of the modern Arabic literature and made friendships with some many of them. In an interview, Denys states that when I arrived to Egypt in 1945, I was the only translator into English at that time I was dictator in my compass at that time and I enjoyed this. (AUC 2011).He to a fault expresses his attitude towards translation as a profession Translation is real hard work. Its also not appreciated. If you get your name anywhere on the book at all, youre very lucky. I wouldve preferred to have been a writer.(ibid.). In 2006, he publish his memoirs under the title A life between the lines of Arabic literature. In 2007, he was awarded the Sheikh Zayed Book Award as the Culture spirit of the Year.Referred to as the leading Arabic-English translator of our time by Edward Said, there is no translator in the West who conveyed the Arabic literature to the occidental reader than Denys did. His translations are not limited to one literary genre he translated short stories, novels, plays, and poems or as he states that when I enjoy reading something, I decide to translate it (ibid.). He is also interested in Islamic studies and is co-transl ator of three volumes of Prophetic Hadith. Al-Tayeb Salih, however, has a special place for Denys who translated Al-Tayebs all three novels. When asked about his favorite writer to translate, Denys unhesitatingly answered Al-Tayeb Salih I feel that his work is very unreserved, very direct, and that theres nothing pretentious at all about it I enjoy Al-Tayeb Salih works more than any other Arabic writers I am a great fan of AL-Tayeb Salih. (ibid.).1.3 Literary TranslationLiterary text, as an expressive text type by Reiss (1977/1989), has a set of typical features. Jones (2009152) summarises a wide range of viewpoints about the features attributed to literary textsThey have a written base-form, though they may also be spoken they enjoy canonicity (highsocial prestige) they fulfil an affective/ artistic rather than transactional or informationalfunction, aiming to provoke emotions and/or entertain rather than cast or inform they have no real-world truth- foster i.e. they are judged as fictional, whether fact-based or not theyfeature words, images, etc., with ambiguous and/or indeterminable meanings they arecharacterized by poetic language use (where language form is important in its own right, aswith word-play or rhyme) and heteroglossia (i.e. they contain more than one voice) and they may draw on minoritized styles styles outside the dominant standard, for example slang or archaism.Depending on the above features of literary works, literary translation is unique in some aspectsFirst, literary texts, as opposed to non-literary texts, are characterized by rhetorical and aesthetic value, which is the essence expected to be captured and maintained in a literary translation. Literary works are created artistically by increase the difficulty and length of perception, which leads to defamiliarization (Shklovsky, 1917, quoted in Pilkington, 2000 18). Once the defamiliarization is comprehended by the translators or readers, a unique sensation is created. To reproduce the rhetorical and aesthetic value is one of the main tasks for literary translators.Second, literary translators choices of wording are exceedingly dependent on the target language (TL) and culture. Literary texts are solidly rooted in the source language (SL) and culture, yet due to linguistic or cultural differences, literal translations might fail to gain acceptability. How to cope with the linguistic and cultural differences is a crucial question for literary translators.Third, a consideration of the target auditory modalitys is another important issue in literary translation. Literary translation always has a readership which is likely to be kinda different from the one the writer originally had in mind. A good translation of any text from any period will, most often, only be good in the context of a particular audience at a particular time and place. A good English translation of Salihs The Wedding of Zein, for example, for people in England in 1960 might not be a good tr anslation for people in Australia in 2010.Finally, literary translation is a complicated act, and to this effect, there is no explicit correct translation yet there is an appropriate translation according to trusted criteria. Stylistic advancementes to translation studies supply a theoretical perspective, which name the style as the essence of literary translations.1.4 Aims of the studyThe ultimate aim of the current research is to investigate the extent to which Denys Johnson-Davies is successful in dealing with cultural terms in his translation of The Wedding of Zein. This boilers suit last can be achieved through a set of research questions1. What are the different techniques utilised by the translator to convey Arabic cultural terms into his English translation?2. Does the translator domesticate or foreignise his translation?3. Does the translators overall strategy to domesticate or foreignise his translation affect his decision to use some certain techniques rather than oth ers in conveying cultural items?1.5 Methodology An Integrated ApproachIn this research, two get downes will be combined to form the theoretical frame of my dissertation. These two approaches will work together in an attempt to answer the research questions. The first approach is Ivirs (1987) seven procedures to translate cultural items. Although many researchers have proposed different procedures and techniques to translate cultural references, Ivirs procedures have been chosen for their comprehensiveness, clearness, and directness. The other part of this integrated approach is Venutis (1995/1998) work on domestication (translators visibility) and foreignsation (translators invisibility).Ivirs procedures to translate cultural items form the start out layer of this integrated approach. They represent the tools used by the translator to contemplate his overall strategy towards the text being translated. The overall strategy is the upper berth layer which is represented by Venutis domestication or foreignsation. In other words, any translator who is dealing with cultural terms has to make two interrelated decisions. Firstly, he needs to decide whether, depending on some certain considerations such as the reader, the place, and the time, he will domesticate or foreignise his translated text. This is a text-level decision. Secondly, and accordingly, he has to decide which specific procedure to choose to deal with all(prenominal) single cultural term in the text. This is a cultural term-level decision.In order to realise the mechanism of this approach, let us consider this simple example. If a translator into English decides to adopt domestication as his overall strategy (text-level decision) to translate a text from Arabic, he may convey, for example, into English by defining it (cultural term-level decision) as Maghrib Prayer, the fourth daily prayer for Muslims prayed just after the sunset. On the contrary, if he adopts foreignsation as a text-level strate gy, he barely translates as Maghrib Prayer.