Case on Air Deccan

Case Study Strategic management Evaluation II AIR DECCAN: REVOLUTIONISING THE INDIAN SKIES Air Travel in India For decades, air travel in India was meant for the most elite and powerful in society. An overwhelming majority of travellers who could not afford the prohibitive air travel fares, preferred to journey on trains and buses. The revolutionizing effects of liberalization swept India with dynamic changes in the aviation sector. From being a service that few could afford, the sector has now graduated to being a fiercely competitive industry with the presence of a number of private and public airlines and several consumer-oriented offerings. In ten years of competition in the aviation sector, private airlines have changed the rules of the game, and they now account for more than 60 % of the domestic aviation market. More and more middle class families in India now prefer air travel to the more traditional travel by train. In 2003, 10 million Indians travelled by air domestically. In 2004, 25 million took to the skies within India and 6 million Indians travelled abroad. The Centre for Asia Pacific Aviation estimates that the domestic Indian market will add 5 million passengers every year for the next five years, growing to 45 million passengers by 2010. Today, the relationship of domestic to international travel stands at 40:60 whereas in 1994 it stood at only 25:75. But taking into account a growing middle class with increased and increasing purchasing power, there are 200-210 million potential spenders. The Indian population grows at a rate of 8% per year. Around 100 million travellers every day on state-owned Indian Railways, If air travel bites into even a small percentage of this huge pie, that’s still clearly a tremendous growth opportunity. The entry of budget airlines like Air Deccan, the introduction of cheap airfares by other domestic carriers, combined with rising incomes and consumption of the middle class as also their growing aspirations, have created this new paradigm: Air travel is no longer for the elite. Air Travel Market The new entrants have caused a shift in the market share for the old hands. The three legacy airlines, Jet Airways, state-owned Indian and Air Sahara, saw their market share slipping in first quarter of this year. Jet Airways, still the leader, found its share of market volumes slipping with 34. 9%. Indian at 23. 9% and Air Deccan at 10% followed suit. Low-cost airlines are certainly giving a tough time to full service carriers whose market share has dipped, as has their revenue. Fares have been slashed drastically and both Jet Airways and Indian are wooing the consumers with special schemes and promotions. Several new entrants such as Air Deccan, SpiceJet, GoAir, Kingfisher and Paramount have begun to dot Indian airspace, garnering a market share of more than 31% in the first quarter of 2006. The leader among this brat-pack is clearly Air Deccan – the airline has doubled its market share to 15. 2 per cent. Kingfisher and SpiceJet have captured a market share of 8. 3 per cent and 6 per cent respectively. Coimbatore-based Paramount Airways has publicly confirmed garnering 0. 3% of the market. Jeh Wadia’s GoAir is also going great guns by cornering 1. 6% of the air traffic in a short time span. These airlines took to the skies after the first quarter of last year. All the airlines have seen an increase in the number of passengers carried in the first quarter. With all the start-ups planning significant increases in capacity this year — Kingfisher (fleet may go up to 20 planes), Deccan (38 planes), SpiceJet (12/14 planes), Go (7/9 planes) and Paramount (10 planes) — the market is set to sizzle. The market is gearing up for an adventurous ride of price wars as six more low-budget airlines waiting in the wings – Jagson Airlines, King Air, Mega Airways, Indus Air and Megapode Airline. IndiGo has made its entry as well, with ambitious plans to induct 100 aircraft into its fleet. According to analysts, airfares will continue to nosedive, as nearly 200 new aircraft will be added to the existing 250 aircraft in the country. All this translates to further downward revision of fares and packaged offers for passengers. Lessons The case is replete with illustrations of how Captain Gopinath crafted the company from scratch. He went on a ‘boot strapping' mode, which is the hallmark of a successful entrepreneur. The constancy of purpose, focus and humility are evident. His ability to sense opportunities from chance encounters (such as a visit to the USA or the Southeast Asian countries) are out of the ordinary experience. These and many other qualities are a ‘must have' list of qualities of a successful entrepreneur. Anyone aspiring to succeed in an entrepreneurial venture will do well to emulate these qualities, among others. Rise of Air Deccan â€Å"It hit me like a ton of bricks. This country has a population of a billion, but only 15 million air passengers. May be the time is right. If one billion people can fly, and we get a miniscule percent of the market, imagine how big that will be? It's not an impossible dream. † – Captain Gopinath, in The Hindu, Sunday, August 15, 2004 Air Deccan, India's first Low-cost Airline (LCA), started off with more of a whimper than a bang in September 2003 with an aborted maiden flight from Hyderabad that didn't quite make it off the ground when a fire broke out in one of its engines. Adding to the embarrassment was the presence of the then Union Minister of State for Civil Aviation, Pratap Singh Rudy and other senior Indian politicians on the flight. The press had a field day criticizing the ‘maestro behind the mayhem ‘Captain Gopinath, the Managing Director of Air Deccan. There were many prophesies of doom by competing airlines and industry analysts who were convinced that the bad publicity with which the airline took off would drive away customers. Captain Gopinath, however, remained unfazed and calmly went about doing what he did best succeeding at the task that he had set out to do. Making a shaky start with just two ATR turbo-prop aircraft in September 2003, Air Deccan now operates 75 flights a day to around 32 destinations in India and has increased its fleet to three Airbus 320's and seven ATR 42's. This flock of aircraft is constantly growing. As of March 2004, Air Deccan has recorded annual revenues of $120 mn (Rs. 5520 mn) with a passenger load as high as 83% across sectors and some routes like Bangalore-Hyderabad and Bangalore-Goa, recording 100% loads (Exhibit 1 and 2). In December 2004 Captain Gopinath cut a deal with Airbus, the world's largest manufacturer of civil aircraft, for the purchase of 30 A320 aircraft valued at over $1. 4 bn. The delivery of these new aircraft will commence in 2007. While the airbus will operate on trunk routes, the smaller airports will be connected with ATR's. The company has signed a deal with ATR for supply of 30 aircraft over the next few years, of which half will be on lease and the rest will be purchased. A distinctive strength of Air Deccan vis-a-vis any of the big three airlines in the country (Indian Airlines, Jet Airways and Sahara) is its ability to penetrate into the small towns of India. This provides the company almost an exclusive access , to 75% of the population of the country that lives in small towns and rural areas. Air Deccan has been instrumental in getting the Government to open up many of these small town airports, some of which had fallen into disuse over the years. In contrast to the swanky airports of the big cities Such as Mumbai and Chennai, these more modest cousins need very little investment on the part of the government to recommission them and the ‘airport terminal’ is often no more than a tin shed or a thatched hut. But according to Captain Gopinath, ‘What the hell, they serve their purpose’. This obsessive focus o costs and functionality is perhaps what best epitomizes the philosophy of the main behind Air Deccan. The Low Cost Business Model: A popular mantra Air Deccan triggered the race to the bottom in the low cost sector. Their model forced the industry to move from having simple economy, business and first class fares, to multiple slab tariffs such as apex fares, internet auctions, special discounts, bulk purchases and last day fares. Some of the tariffs offered are so low that they have brought airline fares neck-to-neck with upper class railway fares. This low cost model is two-fold: offering connectivity between smaller cities and major metros and making air travel a feasible option to a new class of passengers. The features and benefits of the model are listed in the table below: Features| Benefits| Ticketless travel & Online ticket sales| Reduction of huge costs of printing| No international offices| and processing tickets. | Use of secondary city airports| Lower landing and parking costs in| No frequent flyer points| secondary city airports| No free food & beverages/in-flight magazines| High seat capacity due to nil storage of food| No club lounges| Minimal training (of pilots) and| Same aircraft types | maintenance (of spares for different types of aircrafts) costs. | Separate ticket for each sector/flight|   | No premium class|   | Short haul flights| Quicker turnaround and higher aircraft utilization | Challenges and constraints still persist: * India is a very cost conscious society, hence market is very sensitive to air fares * Internet based solutions limited-Bandwidth restrictions and low internet penetration * Changing needs of the business traveller puts more pressure on the travel agents to offer wide variety * Travel agents still the first choice for air bookings * While aviation is centrally managed, the regional structure of India’s government and regulations, combined with the often regional management of airline companies, has created a fragmented market for corporate travel. STRATEGY The challenges that the company has to face are now only beginning. In the initial stages of the company, many of the established players (Indian Airlines, Jet Airways and Sahara) would have trivialized the company and not expected it to reach the level it has reached now . Suddenly, the company has appeared as a big dot on the radar screen of  these well-established players. The existing paradigm is that running an airline requires large funding, something that Captain Gopinath lacked. Hence, the existing players would have concluded that this venture was bound to fail. However, there was a lot of  entrepreneurial creativity manifested by Captain Gopi that helped him make his dream a reality, and today Air Deccan is a force to reckon with. Besides, many other ‘me too' low cost airlines are already on the anvil. The Government and the realities are also things to reckon with. Participant teams may identify other challenges as well. How Captain Gopi and his team will deal with all these identified challenges will make observation interesting. Strategy as per the porter’s force model: Kingfisher Red Oct. 17–MUMBAI, India — Kingfisher airlines has signed up with Air-Deccan to buy out the Bangalore-based low-cost airline's extra ASKMs (available seat kilometres) on category 2, 2A and 3 routes. The Vijay Mallya promoted airline will buy about 800,000 ASKMs for the months of October and November, which will enable it to continue its expansion on the metro routes. The DGCA guidelines require airlines flying on the primary routes to fly a certain percentage of their total flights on other, less popular routes. Growth: Indian Travel is on a roll†¦here’s why In India, travel and tourism activity is expected to grow by 8. 0% per annum in real terms between 2007 and 2016. As per World Travel and Tourism Council (WTTC), India will emerge as the second-fastest growing tourism economy globally between 2005 and 2014, second only to by China. Successful promotions such as the Tourism Ministry's hit â€Å"Incredible India† multimedia campaign and the budget air travel boom are reckoned to have contributed to the tourism gold rush. Summary: Indian Skies are experiencing a new dawn: * Rising income and consumer confidence in key markets-personal travel demand on an increase * Travel liberalization gathering pace * Leisure travel increasingly more affordable * Low Cost Carriers are reshaping air travel, leading to regional liberalization * Branded hotels with air routes have discovered India in exotic places like Goa and the North East * Airport privatisation of Mumbai and Delhi progress and confidence develops in creating tourism infrastructure

Essay on Politics and Media

Essay on Politics and Media Essay on Politics and Media Essay on Politics and MediaAccording to Dafydd Fell’s (2004) article entitled â€Å"Political and Media Liberalization and Political Corruption in Taiwan†, Taiwan has made serious progress in fighting with political corruption, as what was once considered legitimate, has presently become â€Å"black corruption†. Country’s multi-party democracy positively influences tackling political corruption and opposition parties liberalize media to alter corrupt plans. Moreover, they broaden the scope of what is recognized as corruption, make corruption related issues more visible and shape new forms of clean governance.   Creation of a more transparent political system in Taiwan opens new horizons for genuine opposition parties and liberalized media sources. These issues receive more attention at the time of election campaigns, and new norms in the country challenge the so called â€Å"white corruption†, reduce vote buying and other law violations, promote c leaner norms of governance in such a third wave democracy as Taiwan.According to Eric Kit-Wai Ma’s (2004) article entitled â€Å"Reinventing Hong Kong: Memory, Identity and Television†, commercial television has played a significant role in reinventing Hong Kong identity in terms of political transition. Hong Kong media undergoes serious transformations and commercial media assists in reshaping collective memories and popular imagination of belonging to Chinese nation-state. In commercial television interpretation, not all pasts are capable of becoming useful, while Hong Kong involves both global and local positioning and possesses inborn culture apart from direct national imperative. Hong Kong was forced to nationalize its unique culture, while commercial television played a part in the resinicization of Hong Kong. A particular case of televised collective memory featuring its history, indigenous culture and fostering sense of belonging is the program broadcast on com mercial television entitled â€Å"Hong Kong Legend†. Taking into consideration the complexity of mediated metamorphosis, Chinese nationalistic identity should negotiate with a city-state of Hong Kong on its historical identity and localized culture.

Breakfast Club

The five main characters are named Andrew Clark; Brian Johnson; Claire Standish; John Bender; and Allison Reynolds. These characters wrestle with self-acceptance; longs for parental approval; and fight against peer pressure. The objective of these students are to write an essay of no less than one thousand words about who they think they are. This is given to them by their principal/ warden for the day, Richard â€Å"Dick† Vernon, played by Paul Xavier Gleason. He tries to keep them in their separate cliques by telling them to remain quiet and stating that any monkey business is ill-advised. He starts out by saying â€Å"It is now 7:06. You have exactly 8 hours and 54 minutes to think about WHY you are here to ponder the error of your ways. You will not talk you will now move from these seats. † Andrew Clark, played by Emilio Estevez, is an athlete, a jock, and a â€Å"sporto. † He is currently on the high school wrestling team. His dad is always pushing him to do better since he doesn’t want his son to be a loser because that’s not â€Å"acceptable† in his family. Andrew learns to accept the pressure and his wrestling life, although he doesn’t want to be in it. He also learns to accept the fact that taping Larry Lester’s butt cheeks was very wrong and the fact that his dad was okay with it and wanted him to do worse to Larry was also wrong. Brian Johnson, played by Anthony Michael Hall, is a â€Å"brainiac†, a geek, and a â€Å"neo-maxie zoom deebie (a dork). † Brian is always looking for acceptance from the popular crowd and could never get it. He learns the most important thing is to accept himself. His reason for being in detention was he brought a gun to school to attempt suicide. Claire Standish, played by Molly Ringwald, is a princess, a prom queen, and â€Å"miss popularity. She struggles throughout the movie to accept that she is unhappy. She also realizes she is trying to be something she’s not so she would be considered â€Å"popular. † Claire discovers that she is not alone. She learns that everyone needs to mask their feelings to become what people expect them to be and eventually learns to ac cept herself. At home, her mother tries to keep Claire from having fun. John Bender, played by Judd Nelson, is a criminal, a rebel, a punk, and a rebellious bad boy. He starts out as a tough guy who no one really knows well. He shows no respect towards anyone especially teachers and school property. Eventually, he shows acceptance for himself and his classmates and changes his attitude when they share things about themselves. Throughout the movie, he makes fun of Claire but by the end of the movie he shows compassion for her. To show he changed, he stops being rude to Claire and begins to accept everyone else. John becomes more comfortable in his own skin as well as with the other people around him. Allison Reynolds, played by Ally Sheedy, is a basket case, a loner, and a weirdo. She has always felt like an outcast, she is also the most socially isolated and says she has no friends. Throughout the movie, she discovers the unhappiness in her home life is not her fault. At home, Allison is a victim of child neglect from her workaholic parents, and as a result carries a large bag with her to school every day in case she feels like running away. She is the least hesitant to talk openly about her home life and is not afraid of being different. She is also a compulsive liar. She also learns to accept herself and her classmates. Allison claims she is in detention due to the fact she had nothing better to do. I feel I can best identify myself with the character Claire Standish. One thing we have in common is the fact that we believe in relationships where there is one guy and one girl. In the movie, you find out that Claire doesn’t fool around with just any guy and sex isn’t just about physical pleasure for her. Another thing we have in common is the roles our parents play in our lives. Our parents tend to discipline us for the wrong things we do. The third thing we have in common is we both have a sense of security. Because these characters are from different random groups, none of them are from the same background and are all odd. Although they seem different, they find out they are very similar. They learn to overcome their difference and sort of become friends. They leave detention having a sense of who they are and how they want to remain. In the end, Brian wrote the essay stating they know what they did was wrong and they think Mr. Vernon is crazy for making them write an essay telling him who they think they are because he sees them as he wants to see them.

Reading Assignment Example | Topics and Well Written Essays - 500 words - 4

Reading - Assignment Example In the winter of 1906-1907, Pablo designed the first elements of Les Demoiselles d’Avignon. The author appreciates that the twentieth century artist developed his concepts in an intensive manner. The design took place through a program planned consciously similar to the works of Gericault and Leonardo. Picasso painted his product on an eight feet canvas in the summer of 1907. Les Demoiselles d’Avignon provided the rift as well as the divide between ninetieth century art and future designs (modern) designs in painting (Chave 600). It remains the hallmark of art over the one hundred years. Chiva holds that time and events at the time allowed Picasso to do what he did. Nothing was strange because other events were happening in other areas as well. In 1909, Schoenberg composed the Erwatung and The Right of Spring by Stravinsky came to the limelight in 1910. In 1914, when Picasso was doing the later stages of cubism, Ulysses started. Caught up in blue and silver long curtains are five pink women in the painting. Two of the women are in an upright posture raising their arms with the purpose of flaunting their breasts. With protruding black eyes, the women always stare at the viewer. The designer decided to mask the other three women out of the five. Two of the three are dressed in African masks. Of the two, one intrudes from behind one of the cloth that remains jagged and the bother appears squatting in fabrics made of diamond. The author identifies that height carries a few more centimetres than the width in reality. This fact disposes any analyst to be part of symmetry and space. Work done by Picasso on Les Demoiselles d’Avignon was great and immense any way. The late ninetieth century and early twentieth century witnessed the development of provocative works in the industry with the same theme as that designed by Picasso. Identified in this category are novel by Zola, Pallas Athene by Klimt, and Madonna by

Movie Application Paper Essay Example | Topics and Well Written Essays - 1000 words

Movie Application Paper - Essay Example Plot summary The King’s Speech is a biopic on King George VI the father of the current British Queen Elizabeth II. The story is built up in the year 1934 with King George V looking for a successor to the throne. His eldest son, the Prince of Wales is having an affair with a divorcee, Wallis Simpson and is not fit to occupy the throne. Hence, the option to become the ceremonial head of this country lies with the young prince, Bertie who has a stammering problem. He suffers from stammering when he was around 4 or 5 years of age and this prevents the prince from attending any public speaking function. During this time, he turns to an Australian speech therapist, Lionel Logue to cure him of his speech impediment. The many subtle moments in the film, sketching the agonies that the prince suffered in childhood and the panic he experiences upon the death of his father and the abdication of the throne by the elder brother has been well portrayed in the movie. The movie details the jou rney of a prince suffering from a speech impediment and the manner in which he overcame this hindrance with the aid of his friend, the Australian speech therapist, Lionel Logue. ... Intrapersonal conflict is that which develops in the minds of an individual. Hence, conflict may be best explained as a behavior or conduct. On the other hand, interpersonal conflict has to occur between two persons. This movie has well depicted the interpersonal conflict between the prince and the speech therapist. Interpersonal conflict may be explained as a struggle which is expressed and takes place between two independent individuals having the perception of incompatible objectives. Intrapersonal conflict The intrapersonal conflict depicted in this movie, is the inner fear of the prince of public speech given his speech impediment. The movie has well depicted the traumatic childhood of the young prince which made him stammer. The manner in which he was strictly controlled by the nanny and certain events which made him lose his confidence and in fact fear the very thought of speaking in public display interpersonal conflict. Interpersonal conflict and power In this movie, interpe rsonal conflict, in the first half of the movie has been displayed between the prince and his speech therapist. It has been observed that disagreement is the fundamental element in all conflicts. However, not all disagreements may be termed as conflicts. A conflict is a situation in which both parties rely on each other; in a way that the conduct of each independent party may impact the other. Power may also lead to conflicts. In this movie, the first instance of expert power has been depicted. In this case, the king has to comply with the directions of his speech therapist mainly because his speech therapist has expertise in curing speech impediments. Despite the fact that the king commands legitimate power, he has to obey the rules laid down by his

Case study Essay Example | Topics and Well Written Essays - 750 words - 25

Case study - Essay Example It is also proposed that the company should run a customer reward system that will reward loyal members who have retained their membership till they are adults and loyal customers through discounts and giveaways and competitions. Since scouting is entirely an adventure experience, Scouts Canada should focus on trying to increase membership not only among boys but also girls, women and men too who are stressed and need to learn essential life skills. Because of the changing nature of the contemporary people, it is proposed that Scouts Canada should come up with new badge programs such as mountain biking, street sports, healthy eating and other issues that affect the country. The target membership of Scouts Canada is anticipated to increase by 30% with an increase in adult membership by 30%. This will allow the marketing team to know the success of the recommendations and offer feedback on which areas the company can improve on. Scouts Canada is a scouting organization in Canada known for its merit badges. The organization offers programs to the young people between the age of 5 and 25. The organization has the highest membership in Canada making it the largest youth organization in the country (Scouts Canada, 2014). The organization realized that its image was a bit worn because of the decline in membership and volunteer support. Because of the numerous cases of image tarnishing, Scouts Canada have to come up with a marketing strategy in order to reposition itself. Since Scouts Canadian membership goes at a high price of $205 for beaver to venture scouts and $180 for the first child, it is recommended that the membership price be discounted to $160 and $100 charged for the second and third child from a single parent. A reduction of the prices will encourage more parents to get involved in their child’s life and increase

Crumb Rubber Particles as an Alternative Aggregate

Crumb Rubber Particles as an Alternative Aggregate EXPERIMENTAL STUDY OF CRUMB RUBBER PARTICLES AS AN ALTERNATIVE AGGREGATE IN ROLLER COMPACTED CONCRETE Abstract Several research works have been evaluated potential of the fresh concrete and hardened concrete properties of crumb rubber concrete (CRC). Technical characteristics (porosity, ductility, cracking resistance performance) can be improved by using rubber particles (Meddah et all., 2014). The aim of this present study is to elaborate the performance of different size crumb rubbers in roller compacted concrete (RCC). This study investigates experimentally the effect of using four particle size of crumb rubber (CR) (0.5-1mm, dust crumb), (1-3mm), (3-5mm), and combination of all of them in RCC by replacing with 0%, 10% aggregates 7, 14 and 28 days. Tests conducted on the fresh and hardened concrete include unit weight, toughness, modulus of elasticity, porosity, compressive strength, tensile strength are investigated respect with crumb rubber in RCC mix. Key words: Sustainability, Recycling, Concrete Technology, CR, CRC, RCC. Background Industrial and manufacturing wastes lead serious and ongoing threats in the environment. Sustainable development principles and environmental protection regulations help to conserve natural resources and reduce the amount of waste without jeopardizing the future. Therefore, recycling has been providing a significant environmental awareness related with construction. Sustainable structural engineering has become increasingly important subject for researchers.   Recycling and application of waste materials in concrete has been increasing to improve material properties of the concrete when decreasing costs of concrete in the past three decades (Ataei,2015). Relating to this principle, different environmental friendly solutions have been searched by improving material properties of the concrete. Reusing the demolished materials helps to prevent environmental pollution, keep the natural sources and use eco-friendly materials. Integrating environmental-friendly construction solutions is a highly focus field infrastructure or new construction projects by using polymer materials. Concrete additives producing from waste materials such as cellulose, wood lignin, bottom ash, fly ash and silica fume have been considered as viable or beneficial (Toutanji,1996). Rubber has attracted a great research attention because of the enormous quantities of waste rubber around the world and its potential in the construction. Many civil engineering applications have been carried out the utilization of rubber for the production materials in the construction industry. Rubber is one of the three main polymer material groups; the annual consumption of natural rubber is more than 15 million tons, and the output of rubber products is more than 31 million tons worldwide [1]. Accumulation of discarded waste tire has been a major concern because waste rubber is not easily biodegradable even after a long period of landfill treatment [2]. The storage of wastes in landfills represents environmental and public health hazards of increasingly relevant. The landfills with rubber waste are responsible for a grave risk in the ecology and the threat is always present. Even after long-period of landfill treatment, unmanaged waste tire poses environmental health risk throug h fire hazard and as a breading ground for disease carrying mosquitoes. Therefore, utilization of crumb rubber (CR) from this scrap tires for the production building materials in the construction industry would help to reserve natural resources and also maintain the ecological balance [3,4]. Crumb rubber concrete (CRC) has been previously investigated to determine the fresh and hardened properties in several research works such as waterproofing, asphalt pavement, membrane lines. Previous works show that unit weight of CRC decreases as the percentage of the CR replacement increases due to the low specific gravity of CR particles. The strengths (compressive, flexural, splitting and modulus) of CRC decrease as the partial replacement of fine aggregate with CR aggregates. CRC exhibits high capacity for absorbing plastic energy under both compression and tension loading which also possesses higher toughness. Partial replacement of the fine aggregate by CR will improve workability of CRC [5,6,7,8]. RCC is a dry (zero-slump) conventional concrete which has been made by vibrating rollers (Neville and Brooks, 1990). RCC has same ingredients with ordinary concrete (aggregates, cement, water and admixtures), lower cost and easier implementation (Meddah et all.,2014). So, RCC properties which is the subjected matter of this study is considered its advantages with CR. Aim and Objectives The main objective of this research is to improve performance of RCC by mixing with CR. Based on this research, five mixes are prepared RCC without CR, RCC with CR (maximum size of 1, 3, and 5) by using coarse and fine aggregate, cement, water and additive. There are 15% cement, 30% aggregate, 55 % sand. Crumb rubber is used to replace with fine aggregate (sand) at 10%. In particular, technical objectives can be described as follow. To define contents of RCC, cement and water contents are prepared related to ASTM D1557 standards (Standard Test Methods for Laboratory Compaction Characteristics of Soil Using Modified Effort) by using soil mechanics procedure (Marchand et al.,1997; Meddah et all, 2014). To understand density and workability, according to ASTM C1170 (Standard Test Method for Determining Consistency and Density of Roller-Compacted Concrete Using a Vibrating Table), mechanical tests of fresh concrete (VeBe test and density of fresh concrete) can be measured for each sample. To evaluate mechanical tests of hardened concrete (Compressive Strength Test, Splitting Tensile Strength Test and Bending Test are measured at 7, 14, 27 days related to ASTM C39, ASTM C78 and ASTM C496. Each test consists of 3 samples to each rubber contents. The arithmetic mean of three value is investigated for all experiments. Cylinder and cube specimens (150 x 300mm) and (100 x 100 x 100 mm) are prepared for compressive strength test, beam specimens (100 x 100 x 500 mm) are made for bending strength test and cylinder specimens (150 x 300 mm) are used for splitting tensile strength test. To determine static modulus of elasticity and poisons ratio of concrete in compression, ASTM C469 is used at 28 days. Number of Samples Compressive Strength Bending Strength Splitting Tensile Strength Rubber Size Cylindric (150300 mm) Cube(100x100x100mm) Prismatic(100x100x500mm) Cylindric (150 x300mm) 0 3 3 3 3 0.5-1mm 3 3 3 3 1-3mm 3 3 3 3 3-5mm 3 3 3 3 0.5-5mm 3 3 3 3 Total number of sample is 60.