Selasa, 24 November 2009

bussiness english (softskill)

Business English

( taken from MAKET LEADER)

UNIT 1

BRANDS


  1. List some of your favourite brands. Then answer these questions.

  1. Are they International or national brands? They are International Brands
  2. What image and qualities does each one have? Use the following words and phrases to help you? Image and qualities of each brands is cool and durable3. Why do people buy brands? Because brands goods have high quality

4. Why do you think some people dislikes brands? Because the brands is not reliable

5. How loyal are you to the brands you have chosen? I am loyal to the brands if product of the brands is well – made, inexpensive, and durable

For example, when you buy jean, do you always buy Levi’s

  1. A recent survey named the brands below as the world’s top ten. Which do you think is number one? Rank the others in order.

The answer :

  1. Microsoft
  2. General Electric
  3. Intel
  4. Marlboro
  5. Coca – cola
  6. IBM
  7. Mc Donald’s
  8. Nokia
  9. Disney
  10. Mercedes

Vocabulary

Brand Management

  1. Match these word partnerships to their meanings.

B

R

A

N

D

PRODUCT

1. Loyalty

a. the name given to a product by the company that makes it.

2. Image

b. using an existing name on another type of product

3. stretching

c. the ideas and beliefs people have about a brand

4. awareness

d. the tendency to always buy a particular brand

5. name

e. how familiar people are with a brand

6. launch

f. the set of products made by a company

7. lifecycle

g. the use of a well-known person to advertise products

8. range

h. When products are used in films or TV programs

9. placement

i. The introduction of a product to the market

10. endorsement

j. the length of time people continue to buy a product

Answer:

1. J

2. C

3. B

4. E

5. A

6. I

7. D

8. F

9. H

10. G

  1. Complete these sentences with word partnerships from exercise A

BRAND

  1. the creation of Virgin Cola, Virgin Air, Virgin Rail and Virgin bride is an example of … brand stretching …
  2. Consumers who always buy Levi’s when they need a new pair of jeans are showing Brand awareness
  3. not enough people recognize our logo; we need to spent a lot more on raising …. Brand Image

PRODUCT

  1. David Beckham advertising Vodafone is an example of … product endorsement..
  2. A Product launch ... consists of introduction, growth , maturity and decline.
  3. the use of BMW cars and Nokia phones in James Bond films are examples of Product placement

  1. Make sentences of your own using the word partnerships in Exercise A.

I pay some loyalty to that company because I used their name of products for use in my own products

Reading

Outsourcing Production

  1. Why do some companies make luxury products abroad rather than at home? Because they trust about the quality for the products

  1. Read the article and answer these questions.
    1. Which brands are mentioned? Do you know which country each is from? Burberry (Italy), Coach (US), Prada (Italy), Gucci (Italy)
    2. Which companies make all of their products in their own country? Prada makes all of their products in their own country

Made in Europe

By Jo Johnson, Fred Kapner and Richard McGregor

Almost every fashion label outside the top super-luxury brands is either already manufacturing in Asia or thinking of it. Coach, the US leather goods maker, is a classis example. Over the past five years, it has lifted all its gross margins by manufacturing solely in low-cost markets. In March 2002 it closed its factory in Lares, Puerto Rico, its last company-owned plant, and outsources all its products.

Burberry has many Asian licensing arrangements. In 2000 it decided to renew Sanyo’s Japanese licence for 20 ten years. This means that almost half of Burberry’s sales at retail value will continue to be produced under licence in Asia. At the same time however, Japanese consumers prefer the group’s European-made products.

Sanyo is now creating to this demand for a snob alternative to the Burberry products made in its factories across Asia by opening a flagship store in Tokyo’s Ginza, where it sells Burberry products imported from Europe.

In interviews with the FT, many executives says the top luxury brands will continue to be seen, particularly in Asia, as European. Domenico De Sole of Gucci says “ The Asian Consumer really dos believe – whether it’s true or not – that luxury comes from Europe and must be made there to be the best.’

Serge Weinberg, Chief Executive of Pinault Printemps Redoute, which controls Gucci, says it will not move Gucci’s production of shore. Yet some in the industry recognize that change may be round the corner even for the superluxury brands. Patrizio Bertelli, Chief Executive of Prada, says:’ The “Made in Italy” label is important but what we are really offering is a style, and style is an expression of culture.’ He therefore recognizes that quality fashion items may not always need to be produced in italy.

Amitava Chattopadhyay, professor of marketing at Insead, the business school, says:’ A brand is a set of associations in the mind of the consumer and one of these is the country of origin. . For luxury goods, the role of the brand is crucial. To damage it is a cardinal sin and no brand manager will want to get the balance between manufacturing location and the brand image wrong’.

From the Financial Times

FINANCIAL TIMES

World Business Newspaper

C Which of these statements are true? Correct the false ones.

  1. Coach has no longer factory in Puerto Rico. [true]
  2. Coach, like many other companies, is outsourcing its product to reduce costs. [true]
  3. Some Japanese people choose to buy Burberry products made in Europe rather than in Japan. [true]
  4. Sanyo’s store in Tokyo sells Burberry’s product made in Asia. [false]
  5. According to Domenico De Solle, the best luxury products are made in Japan. [false]
  6. Gucci is planning to outsource some of its products. [false]
  7. Partizio Bertelli believes that luxury fashion products should always be made in Europe [false]
  8. Amitava chattopadhyay says that companies need to pay careful attention to where they manufacture their products. [true]

  1. Choose the best summary of the article.

  1. Most manufacturers of luxury brands do not wish to produce their goods in low-cost countries because their believe that it will damage their brand image.
  2. Most manufacturers of top brands now produce their goods in low cost countries. Consumers no longer care about where the products are manufactured.
  3. Asian consumers think that European luxury goods are of high quality. The current trend of making such goods in Asia could damage the reputation of these luxury brands.

*C is the best summary of the article

Language Review

Present simple and present continuous.

The Present simple and Present continuous have several uses.

  • We use the present simple to give factual information, for example about company activities.

Coach outsources all its products.

Does Burberry outsource its products?

  • We use the present simple to talk about routine activities or habits.

I always buy Armani suits. Do you usually buy designer brands?

  • We use the present continuous to talk about ongoing situations and projects.

Sanyo is now reacting to this demand.

  • We use present contiuous to talk about temporary situations.

We are testing a new brand at the moment.

A. Which of the time expressions below do we usually use with the present simple? Usually, every day, often, nowadays, once a month

B. Which of the time expressions do we usually use with the present continuous? This year, now, nowadays, currently, at the moment, these days

Which are used with both? Nowadays

Usually this year every day now

Often Nowadays once a month

Currently at the moment these days

  1. Complete these sentences with the present simple or the present continuous forms of the verbs in brackets.

1.a. This year we are trying (try) to develop a brand with personality.

b. We usually develop (develop) brands that say something.

2. a. Powerful brand names create (create) strong costumer loyalty.

b. At the moment we are looking (look) for a new brand name that suggests something about the product’s benefits and qualities.

3. a. L’Oreal sells (sell) cosmetics and toiletries to customers around the world.

b. This year L’Oreal is investing (invest) over 180£m in R & D.

4. a. The marketing department always keeps (keep) within its budget.

b. Because the company made a loss last year, the marketing department is trying (try) to reduce costs.

  1. Complete the text below with the present simple or present continuous forms of the verbs in brackets.

At the moment I am working (work) for a cosmetics company. We offer a full range of cosmetic products and sell (sell) cosmetics and toiletries around the world. Our main cosmetics brand dominate (dominate) the French market and it is doing (do) well in the rest of Europe at the moment, too. In fact, the brand becomes (become) more and more popular throughout the world and our market share grow (grow) everyday.

We usually develop (develop) and extend (extend) productsunder our existing brand name. The brand is distinctive and stands (stand) out from the competition. However, this year we are creating (create) a completely new brand of cosmetics.

Discussion

Two Promotions

A.Work in pairs. Student A reads case 1 and answers the questions. Student B read Case 2 and answer the questions.

Case 1 : Harley Davidson.

In 2003 the Harley Davidson brand was 100 years old. Although its brand image is based on the spirit of wild and rebellious youth such as Marlon Brando in the film The Wild One (1954), the typical consumer is very different. They are likely to be rich, middle-aged accountants trying to recapture their youth. The average age of Harley Davidson customers is 46 compared with 36 for the rest of the motorbike industry. At the party to celebrate the centenary, the surprise performance was actually Elton John, rather than the Rolling Stones who many people had expected. This caused many of the 150,000 riders and dealers to leave the event very unhappy. Although sales and earnings for Harley Davidson have been increasing for the past 18 years, many people see the trouble on the road ahead. The problem is Harley Davidson’s typical customers from the baby –boom generation (1946 – 1964) and, as these customers get older, Harley Davidson may find its market shrinking.

    1. What is the brand image of Harley Davidson? Brand image is based on the spirit of wild and rebellious youth such as Marlon Brando in the film The Wild One (1954)
    2. Why were many people unhappy about the music at the party? Because, At the party to celebrate the centenary, the surprise performance was actually Elton John, rather than the Rolling Stones who many people had expected.
    3. What problem could have Harley Davidson have in the future? The problem is Harley Davidson’s typical customers from the baby –boom generation (1946 – 1964) and, as these customers get older
    4. What can Harley Davidson fo to preserve it sales? Should it change its brand image? Should it look for a new market segments? Should it stretch its brand? My opinion is Harley Davidson should look for a new market segment

Case 2 : JCB

JCB is a world-famous engineering company. It was founded in 1945 by Joseph Cyril Bamford. He began his business working alone in a small garage. JCB makes construction and agricultural equipment such as tractors, earth-moving vehicles, and loading machines. Now its world headquarters in England is one of the finest engineering factories in Europe. The company produces over 130 different models on four different continents and sells a full range of equipment in over 150 countries. It is truly a global brand.

JCB’s research showed that its customers associated with the company with the following brand values :’yellow,’digger’, and ‘durable’. Adult saw the brand and being functional. Children, on the other hand, saw the brand as ‘big’, ‘muddy’ and ‘fun’. JCB made a decision to stretch its brand.

1. Where does the name JCB come from? JCB come from the name of Joseph Cyril Bamford. He is founded a world-famous engineering company(JCB)

2. What was surprising about JCB’s customer research? JCB’s research showed that its customers associated with the company with the following brand values :’yellow,’digger’, and ‘durable’

3. What sort of products do you think JCB developed as a result of its research? JCB makes construction and agricultural equipment such as tractors, earth-moving vehicles, and loading machines.

  1. Can you think of a similar example of brand-stretching in your country?

Useful Language

Asking for opinions Agreeing Making suggestions

How do you feel about…..? That’s true I think we should….

What do you think? I agree How about… ?

What’s your opinion? Absolutely / exactly Why don’t we … ?

What’s your view? I think so too. Perhaps we could….

Giving opinions Disagreeing

I think……./ I don’t think ……… I see / know what you mean, but….

In my opinion……. I’m afraid I can’t agree

Maybe, but…

UNIT 2

TRAVEL

A. Answer these questions individually. Then compare your answers with a partner.

  1. How often do you travel by air, road and sea? I often travel by the road, seldom travel by air and never travel by sea
  2. What do you enjoy about traveling? What don’t you enjoy? I enjoy my travelling because I will know a lot of new place, so I have new experience from my travelling, and I can relax, make my stress go out

I don’t enjoy my travelling when time to back to home

  1. Put the following in order of importance to you when you travel?

Comfort safety price reliability speed

    1. safety
    2. comfort
    3. price
    4. realibility
    5. speed

  1. Does the order change for different types of travel? Yes, It does

B. Choose the correct word from the box to complete the following list of things which irritate people when flying.

Seats trolleys queues luggage

Room cancellations food jet

  1. Not enough leg trolleys
  2. lost or delayed seats
  3. long queues at check in
  4. poor quality foad and drink
  5. no baggage room available.
  6. overbooking of luaggage
  7. flight delays and cancellations
  8. jet -lag

Vocabulary

British and American English

A. Match the words and phrases below which have the same meaning. For each pair decide which is British English and which is American English.

  1. subway a. motorway [ 6 ]
  2. city centre b. lift [ 8 ]
  3. carry-on baggage c. public toilet [ 7 ]
  4. one way d. schedule [ 10 ]
  5. return e. economy class.[ 9 ]
  6. freeway f. single [ 4 ]
  7. rest room g. parking lot [ 11 ]
  8. elevator h. underground [ 1 ]
  9. coach class i. hand luggage [ 3 ]
  10. timetable j. round trip [ 5 ]
  11. car park k. downtown.[ 2 ]

B.Work in pairs. Use words or phrases in American English from exercise A to complete the text below.

My last overseas business trip was a nightmare from start to finish. First of all there was a delay on the way to the airport as there was an accident on the motorway When I got there I found the lower level of the airport public toilet was flooded. Next my hand luggage. was closed and there were no cabs at all. After long time trying to read the schedule and waiting for forty minutes, we finally got a bus economy class and found the hotel, but the lift wasn’t working and our rooms were on the fifth floor.

Reading

Air Rage

A. Answer these questions before you read the article.

1, What was your worst experience when traveling by air? The worst experience is when we came late to the airport only just a few minute from a schedule but our ticket was cancelled

2. Why do some people get angry when they are traveling on a plane? Because the flight

often was a delay, a cancellations, and service from the flight company not satisfy

Road ragers in the sky

By Derek Brown

Airlines and their long-suffering customers are reporting a steep climb in air rage incidents. Some incidents are apparently caused by problems which are familiar to many regular travellers. One case reported from America stemmed from an interminable delay in takeoff, when passangers were cooped up in their aircraft on the tarmac or our hours, without food, drink or information. Mass unrest is less common the individual misbehaviour, as in the case of the convict who recently went crazy on a flight, attacked the crew and tried to open the door in mind flight.

The psychology of air rage is a new are o study, and there are almost as many explanations as examples. Most analysis of the phenomenon blame alcohol, but many people now think that the airlines are at fault. To cut costs, they are cramming ever more passangers into their aircraft, while reducing cabin crew, training, and quality of service, all o which increase passenger frustration. In addition, there are increasing concern in the US about another cost-cutting exercise, which could seriously harm passengers’ health: cabin ventilation.

I. Modern aircraft are equipped with sophisticated air conditioning devices – but running them at.optimum capacity burns up valuable aviation fuel. Many airlines routinely instruct their flight crews to run the systems on minimum settings. Champaignes for improved air quality claim that this can lead to irritability and disorientation.

In the US, the soaring number of passenger complaints across a wide range of issues is reflected in a number of new internet sites which criticize the airline and demand better service. One of the sites is demanding an air passengers’ Bill of Rights.

Cabin and flight crews, who are in the front line of the battle against disruptive and dangerous in-flight behaviour, have called for stiffer penalties against the offenders. Management have also called or legislation – while denying that its cost-cutting practices have contributed to the problem. But there are some signs, in the US at least, that the airlines are at last attempting to respond to customer dissatisfaction. Some major lines have announced concessions to the most frequent complaint for all, and are removing seats to make more room for their customers.

Exercise:

A.COMPLETE EACH DIALOGUE WITH THE CORRECT FROM OF GOING TO

OR WILL

1 A.I’m really sorry,I can’t take you to the station .Something has just come up

B.Oh,don’t worry,I will take (take) a taxi

2 A.We’ve chosen a name four new low-cost airline

B.Really,What will you call (you/call) it?

3 A.Have you decided how to increase the number of passengers?

B.Yes,we are going to offer (offer) a family discount at weekends.

4 A.I can’t send an e-mail to the travel agent;my computer’s just crashe

B.Write down your details and I will fax (fax) them over for you.

5 A.How’s your daughter?

B.She’s fine.She is going to learn (learn) to be a pilot for the flying doctor service next

Year!

B.USE THE PRESENT CONTINUOUS OR THE PRESENT SIMPLE TO COMPLETE

THE SENTENCES BELOW

1.His flight arrives at 9 o’clock tomorrow morning.

2.We’re staying at the Hilton Hotel for next month’s sales conference.

3.The next seminar is begins at 3 p.m

4.I am travelling by train from Paris to London next time.

5.The boat is departs at midday so you have the whole morning to get ready.

6.The delegation from China are seeing the Chairman the following Monday

C.WORK IN PAIRS.TAKE TURNS TO COMPLETE THE SENTENCES BELOW.USE

GOING TO,WILL,THE PRESENT CONTINUOUS OR THE PRESENT SIMPLE.

1.I’m sorry,I can’t attend the sales meeting tomorrow, I will attend the sales meeting next week

2.The marketing department have decided on their travel plans for the next month, the passenger will get discount for buy ticket 6 month before

3The trains are delayed because of bad weather,so the passenger must be patient wait the train come

4.Don’t worry if you can’t drive me to airport, I will take a taxi

5.I’ve got the details of your flight to Turkey It is going to take along flight to there

6.Oh,no!There’s been an accident and the traffic is very crowded

Sabtu, 11 April 2009

Analisis Robotik Pendukung Industri Mobil

Ini adalah artikel untuk tugas yang diberikan oleh bapak Eri Prasetyo selaku dosen mata kuliah Analisis Sistem Komputer

jadi praktis tidak ada hubungannya dengan cerita lucu yang menjadi judul blog ini. Terima kasih



Robot tidak dipergunakan pada lingkungan kerja secepat diharapkan oleh para pendukungnya. Beberapa faktor yang menghambat antara lain adalah kehandalan, biaya yang tinggi dan suku bunga yang cukup tinggi dari perbankan. Akan tetapi, karena desakan Jepang yang tidak tertahankan, negara-negara di Amerika Utara dan Eropa Barat mulai memikirkan untuk memanfaatkan robot di industri mereka. Mereka berharap untuk dapat memulihkan kejayaan ekonomi mereka. Industri mobil di Amerika Serikat mengalami masa suram, karena kalah bersaing dengan produk Jepang. Mereka menerapkan otomasi industri dengan robot dan berharap dapat merebut kembali pasaran mobil didalam negeri.

Robot dapat mempengaruhi proses industri dalam beberapa hal:

1. Peningkatan Produktivitas. Jam kerja pabrik bertambah, mudah melakukan pergantian alat, otomasi skala kecil dapat diwujudkan.
2. Kestabilan dan Peningkatan Kualitas Produk. Variasi hasil produksi berkurang, jam kerja mendekati 24 jam sehari, dikurangi waktu pergantian pekerja.
3. Peningkatan dalam Manajemen Produksi. Berkurangnya tenaga kerja mengurangi masalah personalia, mengatasi masalah kurangnya tenaga terampil.
4. Lingkungan kerja yang manusiawi. Pekerja tidak usah bekerja didaerah yang berbahaya bagi mereka, tidak bekerja secara monoton.
5. Penghematan sumber daya. Robot yang efektif akan membantu penghematan material dan suku cadang, tidak perlu pendingin atau pemanas ruangan dan mungkin tidak terlalu membutuhkan penerangan


Dengan diambil alihnya tugas manusia oleh robot, maka kesehatan karyawan (terutama yang bekerja di daerah berbahya) meningkat, kecelakaan dapat dikurangi. Keselamatan kerja dan penghematan biaya perawatan karena kecelakaan kerja akan terus membaik, cenderung menguntungkan perusahaan dan para pekerja. Biaya-biaya yang dapat dihemat meliputi biaya-biaya berikut ini:

Biaya kompensasi karyawan, karena kecelakaan. Termasuk disini adalah

1. biaya perawatan dan ganti rugi penghasilan.
2. Kerugian karena karyawan tidak masuk kerja, baik karena sakit maupun karena kecelakaan kerja.
3. Biaya untuk sistem pengaman keselamatan kerja. Pada tahun 1982, biaya jenis ini mencapai 5.2 miyar dollar, sekitar 1.4 persen dari jumlah investasi.
4. Biaya pengacara, untuk kasus-kasus yang memerlukan jasa ahli hukum dan persidangan.


Robot sendiri dapat menggangu keselamatan kerja, bila dipasang dengan perhitungan yang kurang matang. Keselamatan rekan sekerjanya (manusia) perlu untuk dipikirkan lebih matang. Robotic Industries Association (RIA) mengusulkan seperangkat bakuan industri yang baru, untuk melindungi manusia dari kemungkinan “gangguan” robot. Bakuan ini didasarkan pada pola pemikiran yang sederhana: jangan bekerja disekitar robot, ketika dia sedang beroperasi. Penting untuk diselidiki semacam sistem pengaman khusus yang memungkinkan dia berhenti bekerja bila terjadi hal-hal yang tidak diperhitungkan sebelumnya. Sensor pada robot harus ditambahkan, untuk mencakup kemampuan ini.

Pengembangan teknologi memegang peranan yang sangat penting dalam produktivitas. Menurut laporan dari Brookings Institute, faktor-faktor yang berpengaruh pada produktivitas adalah: teknologi 38,1%, modal 25,4%, kualitas karyawan 14,3%, skala ekonomi 12,7% dan pembagian sumber daya 9,5%.

Mengapa Jepang Unggul?

Bagaimana pengalaman negara yang banyak memanfaatkan robot ini? Sebuah laporan dari Robert H. Hayes dari Harvard Business School mengungkapkan bahwa Jepang berhasil karena gaya manajemen yang tangguh dan kualitas pengendaliannya yang prima. Perincian dari laporannya tersebut dapat dijelaskan sebagai berikut:

1. Menciptakan ruang kerja yang bersih dan teratur.
2. Inventaris yang seminimum mungkin.
3. Kestabilan dan kesinambungan dalam proses manufaktur.
4. Menghindari beban mesin yang berlebihan.
5. Pemantauan yang lengkap dari sistem peringatan bahaya dini.
6. Atmosfir tanpa krisis.
7. Konsep “tanpa cacat” (zero defect) dan “memikirkan kualitas” dalam perencanaan, latihan, umpan balik dan material.
8. Penekanan pada kepentingan jangka panjang, pegawai seumur hidup.
9. Tak tergantung pada perlengkapan, maksudnya seluruh perlengkapan produksi dapat dibuat didalam negeri.


Menurut Peter F. Drucker, keberhasilan Jepang bukan suatu keajaiban, tapi karena mereka benar-benar mencurahkan seluruh pemikiran mereka untuk mengelola perusahaan-perusahaan mereka yang besar dan rumit. Menurut Drucker, ada 4 kebiasaan utama di kalangan para pimpinan perusahaan Jepang, yaitu:

1. Mereka menghadapi persaingan dengan sungguh-sungguh.
2. Kepentingan Nasional diutamakan.
3. Hubungan keluar, dianggap penting.
4. Tidak pernah ada “kemenangan terakhir”.

Kompleks mobil Toyota di Toyota City,Jepang,mungkin merupakian pabrik mobil yang paling efisien di Dunia. Cara pendeketan Toyota, memiliki 3 tujuan utama: (a) inventaris, ditekan seminimum mungkin (b) memastikan bahwa setiap langkah produksi dilakukan dengan benar, walaupun memperlambat jalanya peoses perakitan dan (c) terus mengulangi jumlah pekerja yang menangani produksi. Butir terakhir ini berarti meningkatnya otomasi, tidak selalu dengan robot, walaupun robot merupakan pilihan yang paling utama.

Pekerja dan Teknologi

Di Jepang,terdapat tradisi yang kuat untuk bekerja sama, antara perusahaan, pekerja dan pemerintah. Bentuk kerja sama ini banyak dikritik di Amerika Serikat, sebagai praktek yang mengakibatkan persaingan yang tidak sehat. Di dalam setiap masalah, industri di Jepang memerlukan konsultasi dengan para pekerja, sewktu ingin menerapkan robot pada tempat kerja mereka. Perusahaan meyakinkan para pekerja, bahwa meledaknya teknologi rangkain terpadu, menciptakan lebih banyak lapangan kerja dari pada jabatan pekerjaan yang diambil alih oleh robot.

Robot digunakan, pertama kali pada sebagian dari jalur produksi, terutama pada bagian-bagian yang ditangani oleh pekerja-pekerja wanita. Karena pekerja wanita di Jepang biasanya akan berhenti setelah dua atau tiga tahun bekerja, untuk menikah ; robot dapat memasuki tempat kerja dengan mulus, tanpa harus memecat atau memindahkan pekerja.

Randy Hale dari National Association of Managers, yang mewakili 13.500 manajer dari berbagai perusahaan, membuat sebuah pernyataa : “dalam jangka dekat, otomasi akan merugikan serikat buruh. Tapi dalam jangka panjang, hal itu akan menguntungkan karena otomasi akan meningkatkan produktivitas, yang menimbilkan kesempatan untuk menciptakan lapangan kerja yang baru”. Dia berkilah bahwa pekerjaan yang ada sekarang akan ditingkatkan dan pekerja akan tetap diperlukan untuk jenis pekerjaan yang bermutu danmenarik. Banyak pimpinan serikat buruh yang tidak dapat diyakinkan. George Kohl, seorang peneliti masalah ekonomi dari Comunication Workers of Amerika, menyatakan sebagai berikut :

“Gagasan bahwa otomasi akan menciptakan lapangan kerja tingkat tinggi tidaklah benar. Studi dar Boston College pada para pekerja di industri diegantara, yang menerapkan peralatan baru untuk otomasi, menemukan fakta bahwa hanya satu dari setiap 5 pekerja, dilatih untuk menggunakan mesin teknolgi tinggi, sedangkan sisanya tetap bekerja ditingkat pekerjaan yang rendah, jenis pekerjaan yang bersifat pelayanan.”

Pengembangan teknologi di pabrik menjanjikan produk masa depan yang berharga rendah dan berkualitas tinggi. Manusia tidak perlu lagi untuk bekerja di lingkungan yang kurang menyenangkan, seperti lingkungan yang panas, kotor, bising dan membahayakan kesehatan.

OTOMASI INDUSTRI

Para industriawan terkemuka saat ini berlomba-lomba untuk memenfaatkan teknologi, mencari kemungkinan-kemungkinan baru untuk meningkatkan produktivitas industrinya. Mereka mulai mengembangkan jaringan elektronik, bahkan system kendalidengan computer pada unit produksi mereka, yang dapat menyederhanakan operasi mereka dari mulai ruang administrasi, jalur perakitan sampai kepada ruang pengiriman hasil produksi. Berikut ini dikemukakan beberapa istilah pokok, yang digunakan untuk membedakan daerah aplikai computer di industri.

Computer Aided Design 9cad0, berfungsi sebagai meja gambar elektronik untuk para perncang dan juru gambar. Aplikasinya terutama di industri penerbangan, mobil, rangkaian terpadu dan produk teknologi tinggi lainnya. Termasuk dalam kawasan iniistilah-istilah sejenis seperti Computer Aided Drafting dan Computer Aided Engineering (CAE). CAE lebih mengarah kepada perancangan dan analisis yang bersifat interaktif.

Computer Aided Manufacturing (CAM), termasuk pada jenis alat untuk otomasi manufaktur yang digunakan pada lantai produksi. Beberapa jenis diantaranya adalah ROBOT, Numerically Controlled (NC) machine dan apa yang disebut sebagai FLEXIBLE MANUFACTURING SYSTEM (FMS). FMS adala suatu unit produksi yang mampuuntuk memproduksi berbagai jenis produk yang berbeda dengan campur tangan manusia yang minimal. Daerah lain yang termasuk dalam CAM adalah Automated Materials Handling (AMH) dan automated Storage and Retrival System (AS/RS).

Alat Bantu manajemen dan penyusunan strategi yang terpenting adalah Computer Integreted Manufacturing (CIM) dan Sistem Informasi Manajemen (SIM). CIM berfungsi dalam memedukan dan mengkordinasikan perancangan, manufactur dan manajemen berbasis computer. Daerah lain adalah Computer Aided Planning (CAP) dan Computer Aided Process Planning (CAPP), yang lebih berperan dalam mengatur aliran pekerjaan secara efisien; termasuk menghasilkan aliran produksi yang optimal.

CAD/CAM

Robot hanya merupakan bagian dari manufaktur. Pabrik masa depan diharapkan akan diorganisir dengan (a) computer dan system grafis yang canggih pada tingkat perancangan (CAD) dan (b) computer, mesin NC (NUMERICALLY CONTROLLED), system penyaluran dan robot pada tingkat manufactur ( CAM ).

CAD dan juga CAE, telah dibicarakan sejak beberapa tahun terakhir ini. Para akar industri melihat potensi dari CAD yang besar untuk mempercepat proses dalam industri. Akan tetapi pada kenyataannya CAD dan CAE bergerak sangat lambat dalam industri. cAD dan CAE bukan suatu keajaiban, tapi hanya seperangkat alat Bantu yang sangat berpotensi untuk mendorong lajunya proses dalam industri.

Walaupum CAD dan CAM telah dibayangi oleh penemuan teknologi baru lainnya, ia tetap merupakan produk teknologi yang penting bagi industri, karena kemampuannya untuk membentuk objek 3 dimens, mendorong otomasi pabrik, memadukan rancangan dan manufactur; dan memungkinkan penempatan stasiun kerja yang letaknya tersebar. Masuknya computer ke industri tidak selalu menjamin percepatan proses secara keseluruhan; meskipun demikian, beberapa bagian dari industri manufactur setuju, bahwa CAD sangat membantu mereka untuk mempersingkat waktu perancangan.

Penemuan-penemuan terakhir dalam kecerdasan buatan (AI), teknik pengolahan citra, grfika computer dan system mekanis dengan ketelitian tinggi akan semakin memantapkan kedudukan CAD dan CAM didalam industri.

CIM

Teknologi lain yang membayangi CAD/CAM adalah CIM (COMPUTER INTEGRATED MANUFACTURING). Banyak perusahaan yang mulai berkecimpung dalam bidang ini, antara lain IBM, GE dan beberapa perusahaan lainnya.

CIM masih sulit diperoleh. Banyak komentator yang menyatakan bahwa CIM lebih merupakan suatu cara pendekatan dari pada system manufactur yang mapan. Ia memilki beberapa sifat yang menonjol. CIM banyak diperbincangkan sehubungan dengan dua organisasi manufaktur yang terpadu secara vertkal, tata cara CIM yang banyak dikenal, menggunakan CAD untuk merancangproduk dan system CAM untuk membuat produk secara langsung berdasarkan instrusi CAD. Proses secara keseluruhan , termasuk kendali invertaris, strategi pengapalan, jadwal produksi dan prosedur-prosedur lainnya yang tergantung dari system SIM dan CAD.

Pendekatan lain dari CIM, dapat dilihat dari kacamata dengan 3 sudut pandang: pemakai, teknologi dan perusahaan. Pemakai memikirkan aspek usahanya, termasuk masalah-masalah keuangannya dan juga pemasarannya. Tehnik manajemenyang digunakan termasuk pengendalian kualitas secara keseluruhan (TQC: TOTAL QUALITY CONTROL), perencanaan kebutuhan material (MRP: Materials Requiremqnt Planning) dan tepat waktu (JIT:JUST IN TIME).

Sudut pandang kedua, teknologi ; menekankan peran pemasok pada system CIM : peralatan computer, perangkat lunak, system basis data dan system komunikasi.

Yang terakhir, adalah dari sudut pandang perusahaan. Pandangan perusahaan akan menelusuri beberapa aspek pokok CIM seperti perancangan dan manajemen proyek, system dan bakuan, anggaran, pengendalian unjuk kerja dan tanggung jawab organisasi. Bakuan merupakan masalah pokok dalam seluruh proses, suatu kebutuhan dasar yang menjamin pertumbuhan dan pemanfaatan yang maksimal dari teknolgi baru. Manajemen harus memikirkan berbagai aspek investasi dan dampak sampingannya, sebagai bagian dari upaya untuk meningkatkan produktivitas dari unit produksinya. CIM bukan merupakan teknologi yang siap pakai, tapi lebih berupa cara pendekatan untuk memanfaatkan kemajuan-kemajuan yang dicapai dalam teknologi computer, robot, perangkat lunak, grafika dan system informasi.

APLIKASI NON INDUSTRI

Dalam jangka dekat, robot akan masih beroperasi di daerah industri, akan tetapi aplikasi di daerah lain mulai muncul di cakrawala.

Laporan dari JAPANESE INDUSTRIAL ROBOT ASSOCIATION, memperkirakan aplikasi non industri dari robot, seperti berikut ini :

1. tenaga nuklir. Menagani bahan yang berbahaya pada reactor nuklir, pemeriksaan rutin dan mendadak pada reactor.
2. bidang medis dan social. Perawat robot akan merawat para penderita cacat dan orang tua, membantu kegiatan bedah tertentu, memadamkan api dan membersihkan jalan.
3. budidaya Kelautan. Bekerja pada kapal penangkapan ikan. Kapal selam robot yang dapat membantu peternakan ikan membangun bangunan bawah air, pertambangan bawah air, pencari objek atau benda di air yang dalam dan lain-lain.
4. pertanian dan Kehutanan. Penyemprotan bahan anti hama , menebar benih dan pupuk, memeriksa telur dan membungkusnya, memerah susus, mengolah kayu, memanen buah dan mengumpulkan sisa produksi.
5. konstruksi. Merakit baja struktur super, mengecat atau membersihkan gedung tinggi, menyelesaikan bagian dalam dan bagian luar dari bangunan pencakar langit.

Aplikasi yang diramalkan, adalah robot untuk perumahan (hone robot),berdiri sendiri mungkin dihubungkan dengan computer pribadi. Beberapa perusahaan menawarkan robot semacam ini, yang dikendalikan oleh mikro. Perusahaan tersebut antara lain adalah Zenith Radio Corporation’s Health Company dan Androbot. Kemampuan robot masih terbatas, tapi diharapkan dalam beberapa tahun mendatang kemampuan mereka akan sangat meningkat, sehingga dapat dimanfaatkan untuk keamanan, perawatan dan pembersih rumah.


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