Worldwide Vegan Dairies, Inc.

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Worldwide Vegan Dairies is a fictional company, however this challenge is typical of the kind that an established business might face when looking to expand into new markets.
You are being asked as an external consultant, appointed by the board of Worldwide Vegan Dairies, to present your recommendations regarding their strategic digital marketing plan for launching their products into Australia, as described below.

Consultants Briefing: Prepared by the Marketing Director of Worldwide Vegan Dairies
The Board of Worldwide Vegan Dairies are very keen to expand into the Australian market. If we decide to pursue this opportunity, we hope to sell our range of vegan cheese products both in our own e-commerce store, and through retail partners.

1. Digital Market Opportunity: What do you think of the current opportunities for marketing vegan cheese (digitally) in Australia? Is it something we should be excited about and can you show us evidence to support your opinion? We understand that you can use various online tools to look at search trends and keywords, and also to evaluate the current competition, so we’d appreciate your insights from these. We are interested in research that you have personally carried out (not research already carried out by others).

2. Persona Research: We need an in-depth understanding of our potential customers. Please describe, and justify, the kind of research that you would undertake if you were to create ‘buyer Personas’ for the Australian vegan cheese market (you don’t need to create the actual Personas)

Sample Solution

ends [8]. This makes it relatively easy to cause permanent damage by both over and undercharging the cell and damaged cells can overheat and get into a thermal runaway condition [8]. This is where the BMS plays a crucial role in managing risk and ensuring safety.

The BMS accurately reports the state of charge of the battery pack and monitors the cells detecting any problems to ensure that the pack can be safely shut down when needed. The BMS consists of several separate circuit boards typically such as module control units or MCUs which will monitor the voltage of a small group of cells or individual cells very accurately in the battery. The MCU will also include some temperature measurements to monitor inside of the battery pack and possibly the individual cells linking up to a master BMS module which will combine data from all the slave MCUs measuring overall current flow in and out of the battery pack. With this information, it can work out what the battery state of charge is and reported to the driver via a display or warning light(s) [8].

Ability to charge each cell up to its maximum safe voltage and discharge it down to its minimum safe voltage limits the battery pack capacity. Cell tolerance in the manufacturing processes gives them slight variations in how quickly they will charge and discharge. The BMS also balances the cells making sure that the battery pack is not limited to the capacity of the cell that gets emptied and filled quicker by using charge pumps or balancing resistors. They switch on and off to discharge off small amounts of power from small groups or individual cells and make sure that the maximum pack capacity can be exploited and not limited to the weakest cell capacity [8]. The BMS also protects the battery for example, by making sure it restricts the rate at which it is possible to charge the battery if it detects that the battery temperature is getting too high [8]. It is currently mandatory for all-electric racing motorbikes to be fitted with a BMS.

c. Electrical Machines

A typical AC motor consists of two parts; stator (with coils) and rotor. The stationary stator coils are supplied with AC current producing a rotating magnetic field and the rotor connected to the motor shaft given a torque by the rotating field as shown in figure 2 below. The stator of an induction motor is normally made from a laminated magnetic steel structure and has slots to hold the windings with each slot containing one or more copper coil conductors. These must be insulated between adjacent turns, the core and from other phases with each coil then connected to one of the three phases. Coils of the same phase are normally connected in series and depending on the direction of connection current can be reversed. For a 3-phase motor, the winding may be star or delta connected with

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