Essay on Drinking and Driving - 1393 Words

Thousands of parents deal with teenagers who emerge from drunk driving accidents alive but gravely changed - beautiful daughters burned, athletic sons paralyzed, promising college bound teens now struggling for words With this I will explain the impact from certain people’s view from the causes of drinking and driving. I went to a party, Mom, I remembered what you said. You told me not to drink, Mom, so I drank soda instead I really felt proud inside, Mom, the way you said I would. I didnt drink and drive, Mom, even though the others said I should. I know I did the right thing, Mom, I know you are always right. Now the party is finally ending Mom, as everyone is driving out of sight. As I got into my car, Mom, I knew Id†¦show more content†¦Someone should have told him, Mom, not to drink and drive. If only they had told him, Mom, I would still be alive. My breath is getting shorter, Mom. Im becoming very scared. Please dont cry for me, Mom. When I needed you, you were always there. I have one last question, Mom, before I say good bye. I didnt drink and drive, so why am I the one to die? The author of this poem is Alice M Donatelli, this would be explaining the feelings of the victim and how its not fair to her that she is dying when she doesn’t deserve it. This next poem is unknown by author but will tell about a man who has just lost a loved one and is having a very hard time dealing with it. Near to the door he paused to stand as he took his class ring off her hand all who were watching did not speak as a silent tear ran down his cheek and through his mind the memories ran of the moments they walked and ran in the sand (hand and hand) but now her eyes were so terribly cold for he would never again have her to hold they watched in silence as he bent near and whispered the words... I LOVE YOU in her ear he touched her face and started to cry as he put on his ring and wanted to die and just then the wind began to blow as they lowered her casket into the snow... this is what happens to man alive... when friends let friends... drink and drive. This next passage will explain the feelings and regret of aShow MoreRelatedDrinking and Driving Essay865 Words   |  4 Pagesdriver, that should be the question Persuasive Essay ENG4U Due: March 9th 2010 For: Ms. Leroux-Simurda From Michelle Skippen One glass, two glasses, three glasses, before you know it you are drunk and you need to get home. You figure everything will be fine, considering you are a great driver, right? Wrong, drinking and driving is a deadly combination. One drink and you can reduce youRead MoreDrinking and Driving Essay1487 Words   |  6 Pagesâ€Å"Every single injury and death caused by drunk driving is totally preventable† says David J. Hanson, a drunken driving activist. Drinking and driving is a serious crime in all fifty states. The rules and laws may vary among the states. In Illinois, it is illegal to operate a motor vehicle with a blood-alcohol concentration (BAC) or .08 percent or more. A driver also can be convicted of DUI with a BAC of more than .05 if additional evidence is present (DUI Laws par. 1). According to the Nation HighwayRead MoreDrinking and Driving Essay1344 Words   |  6 PagesDriving under the influence has affected many peoples lives and families. Today I would like to talk to you about the problems of drinking and driving, and why it is a concern for all of us. Driving under the influence is one of the most common and dangerous situation s you can put yourself or someone else in. The fact is that drinking and driving is a huge deal and can leave a long trail of broken dreams and hearts. If you drink and drive, not only are you putting yourself at risk, but yourRead MoreDrinking and Driving Persuasive Essay858 Words   |  4 PagesDrinking and Driving Persuasive Essay Comm215 July 12, 2010 Drinking and Driving Each year numerous lives are lost due to careless and irrational driving. The disregard for safe driving has been a predicament to the United States of America for years. Many years Police have relied heavily on speed cameras, breathalyzer tests and heavy fines as a deterrent against unlawful drivers. Over the years fatality rates have increased, so the Department of Transportation and Highway Safety hasRead More Drinking and Driving Essay1111 Words   |  5 PagesDrinking and Driving Should Blood Alcohol Percentages for Drunken Driving Be Lowered? Driving a vehicle while under the influence of alcohol is one of the most dangerous things you can do. Alcohol causes varying degrees of the following side effects in everyone who uses it; dullness of sensation, lowered sensory motor skills, lowered reactive or reflexive motor responses, impaired thought processes, impaired memory, impaired judgement, sleep or sleeplessness, and in extreme Read More Drinking and Driving Essay2560 Words   |  11 Pagesto recognize the dangers associated with drunk driving (Sutton 463). According to the National Highway Traffic Safety Administration, this year 519,000 people, or one person per minute, will be injured in alcohol-related accidents. 10,839 people will die in drunk-driving crashes this year – that is one death every 50 minutes. The heartbreaking part is, every injury and lost life due to driving after drinking can be prevented. Drinking while driving â€Å"accidents† are not merely â€Å"accidents.† GettingRead More Drinking and Driving Essay2937 Words   |  12 Pages Drunk driving is considered a serious crime in every state. It is wrong, irresponsible and wastes many lives. People who abuse alcohol hurt everyone around them, endanger public safety, and create carnage on the nations highways. There is nothing positive that can come out of d runk driving, so why do people do it? It is societys job to punish these menaces and try to take control of this out of control issue. America doesnt want to watch idly as hundreds of people are killed each day. We wantRead More The Consequences of Drinking And Driving Essay1309 Words   |  6 PagesDriving under the influence has affected many peoples lives and families. Today I would like to talk to you about the problems of drinking and driving, and why it is a concern for all of us. Driving under the influence is one of the most common and dangerous situations you can put yourself or someone else in. The fact is that drinking and driving is a huge deal and can leave a long trail of broken dreams and hearts. If you drink and drive, not only are you putting yourself at risk, but yourRead More The Consequences of Drinking and Driving Essay531 Words   |  3 PagesThe facts are plain and simple, that alcohol and driving do not mix. About three in every ten Americans will be in volved in an alcohol related crash at some time in their lives. Every single injury and death caused by drunk driving is totally preventable. To curb this national travesty, concerned Americans need to examine the problems, the effects, and the solutions to drunk driving. First of all, America has had a problem with drunk driving since Ford perfected the assembly line. Alcoholism is aRead MorePersuasive Essay On Drinking And Driving1652 Words   |  7 PagesThe chosen ad category for this project is drinking and driving. The main purpose of this was on how society can stop this horrible incident that happens in almost every weekend around the world (the time when people drink). There has been a rise of these in the America continent (North and South) over the past decade (Intoxalock). Despite all the messages the government keeps passing to the public through advertisement in the form of posters, banners, commercials, and social media platforms, people

Nuclear terrorism Free Essays

The most recent threat of Nuclear attack attempted on the United States has come from North Korea, as such the following essay will delve into North Korea’s investment in nuclear terrorism and the plan of action the United States has against such action.   There are several links that associate North Korea to different factions of terrorism.   The following paper will give detailed examples of North Korea’s interaction and support of each group. We will write a custom essay sample on Nuclear terrorism or any similar topic only for you Order Now    The support of terrorism has many forms such as weapons or money and North Korea’s handing over of monetary funds and weapons will also be documented in this essay.   The resources necessary for terrorism to exist has a partner in government and North Korea is just such a partner. The following paper will not only address the fact of terrorism affiliation between North Korea and reputed terrorist groups and countries but also that North Korea has their own terrorist group.   This fact can be found in North Korea’s treatment toward South Korea and reported assassination attempts of their presidents on several occasions.   The terrorist affiliation North Korea harbors is one that involves not only promoting terrorism through trade with notable terrorist groups but also their own participation in Afghanistan terrorist camps and the trading of weapons technologies with such groups (Graham 20-21). North Korea is a country with a specific dichotomy between public relations.   These relations deal mainly with money.   The reason North Korea is reported to be trading with terrorists is that their funding aids in the economic growth of their country.   The support that North Korea gives to terrorist is rewarded with monetary funds from such countries as Japan, Iran, and Iraq.   This paper will organize specific examples of each country and it’s trading policy with North Korea (what items it trades for what price etc.).   The essay will also focus on how North Korea opens up trade routes covertly using bribes and coercion. The year 2000 saw the Democratic People’s Republic of Korea (DPRK) and the United States government went through a series of terrorism talks and the future state of terrorism as well as cooperation of North Korea’s government in several documented terrorism actions.   Such actions include the 1970 hijacking of a Japanese plane bound for North Korea and the subsequent sheltering of the Japanese Communist League-Red Army Faction members or hijackers, or the safe haven North Korea provided to the terrorist who were involved in the hijack.   Also, DPRK has been suspected of selling weapons to the Moro Islamic Liberation Front, as specified by the Philippine government. The monetary transaction was made possible through Middle East connections (Terrorism Files, 2002).   North Korea has been on the US terrorism list sin 1988 and continues to remain on that list because of its uncooperative procedures for information on terrorist after the September 11 attacks, as Secretary of State John Bolton stated, â€Å"’North Korea has a dedicated, national-level effort to achieve a biological weapons capacity and has developed and produced, and may have weaponized, biological weapons agents. Despite the fact that its citizens are starving,† said Mr. Bolton, â€Å"the leadership in Pyongyang has spent large sums of money to acquire the resources, including a biotechnology infrastructure, capable of producing infectious agents, toxins, and other crude biological weapons. It has a variety of means at its disposal for delivering these deadly weapons.’† (North Korea and Terrorism 2002). Another terrorism threat that North Korea poses and has been linked with is nuclear terror.   In this respect according to Pakistan and US sources (as well as Libyan) this is the current threat of North Korea:   they have been supposedly training Arab terrorists for at minimum ten years at the Kim Jung-il Political and Military University.   North Korea is also linked with Osama bin Laden in arms dealing, as Triplett (2004) states in North Korea and Nuclear Terror, of the existing relationship between North Korea and bin Laden, â€Å"This was discovered in 2000 when bin Laden financed a shipment of North Korean conventional arms to a Philippine Islamic terrorist group†. North Korean nuclear weapons were also being used as tests by Pakistan (in 1998).   Scientists at the Los Alamos National Laboratory suspect that these tests were a conglomeration between Pakistan and North Korea in nuclear testing.   Such joint ventures are not new for North Korea and their connection with terrorism.   Nuclear weapons are just the forefront of terror that North Korea has presented to the world. North Korea, since their cover-up in 1970 of the safe haven they provided to the airplane hijackers, have been affiliated with several terrorist groups as Triplett further states, â€Å"Recently a Japanese newspaper, citing military sources, reported Iranian military figures were seen at North Korea nuclear facilities. This leads allied intelligence to suspect the Iranians of trying to move their nuclear weapons program to North Korea, beyond the range of Israeli F-16 fighter-bombers†. The Pakistan, and North Korean conglomeration of trading weapons is a definite terrorism group.   The weapon testing near the Afghan border in 1998 was reported to have been the testing of Korean made missiles.   Another link between Pakistan and North Korea can be found with Major General (retired) Saltan Habib, who was responsible for covert acquisitions of nuclear technologies while presiding as the defense attachà © of Pakistan in Moscow, was posted as the ambassador to North Korea to ‘oversee the clandestine nuclear and missile cooperation between North Korea and Pakistan’ (Raman 2002). As the ambassador, Habib organized the covert shipment of missiles from North Korea to Pakistan.   Not only did Habib coordinate this shipment but he also was reported to have exchanged technology from North Korea to Pakistan on weapons technologies especially those dealing with missiles and nuclear devices as Raman states, â€Å"†¦the training of Pakistani experts in the missile production and testing facilities of North Korea and the training of North Korean scientists in the nuclear establishments of Pakistan through Captain (retired) Shafquat Cheema, third secretary and acting head of mission in the Pakistani embassy in North Korea from 1992 to 1996†. Pakistan’s Inter-Services Intelligence (ISI) is one in which North Korea has strong ties.   Prior to Habib’s position with North Korea it was filled by Major General Shujjat from the Baluch Regiment.   General Shujjat was not only working for the embitterment of North Korea but clandestine actions he performed were favoring ISI for five consecutive years as Raman states, â€Å"On Captain Cheema’s return to headquarters in 1996, the ISI discovered that in addition to acting as the liaison officer of the ISI with the nuclear and missile establishments in North Korea, he was also earning money from the Iranian and the Iraqi intelligence by helping them in their clandestine nuclear and missile technology and material procurement not only from North Korea, but also from Russia and the CARs†. The limits of North Korea’s involvement in terror seem boundless.   Not only have they delivered ballistic missiles to Pakistan but also they are using very covert methods by which to trade.   The beginning of 2002 was witness to mass movements of nuclear weapons across the Karakoram Highway.   These weapons were being transported from China to Pakistan with the envoy containing spare parts and other assortments.   The transportation of this shipment however has ties with North Korea because China may have accepted this movement from Pakistan only in regards to North Korea’s wishes (Raman). North Korea, Iran, and Iraq are infamously known as the Axis of Evil, because of their terrorist ties and promotion of illegal arms dealing.   North Korea has managed to become well versed in terrorism through biological, chemical, and nuclear means.   In 1988 North Korea or DPRK as well as Kim Jong-il were suspected (and this probability is almost certain) of committing to assassinate South Korean president Chun in Rangoon (or Yangun as it is known today). The assassination was to take place by strategically placing bombs atop the Martyr’s Masoleum (in dedication to Aung San the founder of independent Burma).   Although president Chun was delayed in traffic and did not succumb to the bombings, â€Å"The huge blast ripped through the crowd below, killing 21 people and wounding 46. Among the dead were the Korean foreign minister, Lee Bum Suk, the economic planning minister and deputy prime minister, Suh Suk Joo, and the Minister for Commerce and Industry, Kim Dong Whie. The rest of those killed were presidential advisers, journalists, and security officials, most of them South Korean† (Wikipedia Online Encyclopedia). In finding evidence to support North Korea has having terrorist ties, it is presumably difficult.   The suspects who were responsible for the Rangoon bombings committed suicide by detonating hand grenades.   Such suspects are common in assisination attempts and thus true evidence is difficult to come by in linking North Korea directly with terrorism in some cases.   However, the 1970 safehaven as well as arms dealing that Philippine officials attest to are some of the supporting materials that accumalte against North Korea (Graham 80-85). In lieu of specific evidence to support terrorism affilitations from North Korea president Kim Jong-il admitted to the United States in 2000 that DPRK had willfully exported missiles abroad.   These missiles are traded to Syria and Iran in exchange for monetary compensation.   While Syria was reportedly a main buyer of missiles, Iran was said to be a primary buyer of not only ballistic missiles but technology as well (Wagner 2000).   The specific terrorism that exists in North Korea trading missiles to such countries exists in those countries’ intent for such exported ‘goods’.   In order for North Korea to stop association and trading of missiles, as Wagner states of the conference between the United States and North Korea held in July-August of 2000, Einhorn characterized the talks as â€Å"very useful† and said that he hopes to meet again with the North Koreans in the near future. However, on July 12, Jang â€Å"clarified† that North Korea would only continue the talks if the United States compensated Pyongyang â€Å"for the political and economic losses to be incurred in case we suspend our missile program.† During the meeting, the United States had once again rejected North Korea’s long-standing demand for $1 billion per year in return for the cessation of missile exports. â€Å"North Korea should not be receiving cash compensation for stopping what it shouldn’t be doing in the first place,† Einhorn said. This compensation is coercion and is a type of terrorism in and of itself.   North Korea should not be given compensation pay for ending its affilitation with terrorism simply because their economy would suffer slightly from the lose of funds selling missiles etc. had given the DPRK. North Korea has remained in close contact with different terrorist groups.   The Japanese Red Army who were given safehaven in 1970 after the plane hijacking are coherts of Middle Eastern terrorists and in this connection lies the bridge by which North Korea exports weapons (Fulford 2001).   As said prior Pakistan has a standing trade relationship with North Korea as missile buyers. The funding for such North Korean weapons development as Fulford states, â€Å"However, cutting off one of ruler Kim Jong Il’s main sources of finance–illegal activities in Japan–might prove easier. North Korea’s government has been manufacturing large quantities of heroin, amphetamines, weapons and counterfeit U.S. dollars to finance its weapons development programs. It sells them either through criminal gangs in Japan or via Russia and China to the U.S. and Europe, the Korea experts say.† Pakistan is also a main supporter of the Afghanistan Taliban regime and terror weapons that are used by Taliban are subsequently provided by North Korea (Fulford). Other avenues by which North Korea finds funding for weapons is through Japan’s Liberal Democratic Party.   The Party solicits succor toward North Korea in exchange for bribes as Fulford further states, â€Å"†¦when Japan gave 500,000 tons of rice aid to North Korea last year, politicians received kickbacks from North Korea, Lee says. â€Å"I was with a North Korean official as he phoned a Japanese member of parliament and told him a shipment of free fish had been sent to a company he owns,† he says.† This bribe system works by committing North Korean businessmen, who reside in Japan, to a loan.   This loan, or lend, is given by a bank and is paid back directly to North Korea and Japan.   Thus, the money cannot easily be traced.   Public money is being used to generate a working arms dealing relationship between North Korea and Japan. Public money is not the only money being used in corrupt manners:   The Japanese government aided North Korea’s atomic weapon development through its Fuji bank.   Fuji bank is one of the largest banks in the world and its involvement in the deal between North Korea and Japan was a catalyst in North Korean weapons building and trading.   Essentially Fuji paid approximately $350 million to a myriad of North Korean businesses and organizations who were prospering in Japan.   This money was given in exchange for debt collection services (Graham 61-63). The funding for weapons development in North Korea as it is funded by Japan and public money is the key component of rising terrorism at a global scale.   Due to North Korea’s association with several aforementioned terrorists groups, global terror does exist.   North Korea’s trade of missiles to different terrorist organizations promotes multilateral trade in a negative fashion because what North Korea is truly promoting is terrorism through trade. There also exist unofficial reports of North Korea terrorist involvement.   It has been established that North Korea has dealt ballistic missiles to countries: It gained the raw materials for the construction of these missiles from such countries as China.   These missiles are capable of delivering mass destruction in the form of biological as well as chemical warfare.   In late 2001 P’yongyang continued a type of global scavenger hunt for technologies dealing with the making of nuclear weapons. The procurement of the necessary plutonium for at least one nuclear weapon has set the world on edge.   As the Unclassified Congress Report (2001) states, â€Å"Spent fuel rods canned in accordance with the 1994 Agreed Framework contain enough plutonium for several more weapons.†Ã‚   Along this train of potential arms dealings P’yongyang laid the path to trade with Russia by signing the Defense Industry Cooperation Agreement. Among the trading partners that North Korea has established ties with include Pakistan, Iran, Iraq, Angola, Burma, Cuba, Libya, and Syria.   Through trade with these countries North Korea is able to consistently manage its immense military operation (14% of its economic gross goes to the military despite calling in international aid to its starving people).   The trading that continues between the aforementioned countries and North Korea involves ‘arms, chemical and biological weapons materials, and even ballistic missile technology–in clear violation of the Missile Technology Control Regime. Libya, for example, recently bought 50 Rodong-1 missiles from North Korea with a range of 1,000 kilometers’ (Hwang, 2001). Among the trading countries that North Korea has ties and the materials thar are reportedly being traded, North Korea has also been invovled with overtly selling weapons to various terrorist groups such as the Liberation Tigers of Tamil Eelam and the United Wa State Army.   The United Wa State Army is a drug affiliated Burma terrorist group residing in the golden triangle.   The golden triangle is the area between Thailand, Laos, and Burma. Not only is North Korea coordinating trading efforts with these terrorist groups but North Korea also has been training in Afghanistan terrorist camps (Hwang).   The Deputy Director of the Central Intelligence Agency, John E. McLaughlin stated of North Korean involvement of terrorism, â€Å"North Korea’s challenge to regional and global security is magnified by two factors†¦first, the North’s pursuit of weapons of mass destruction and long-range missiles, and two, its readiness–and eagerness–to become missile salesman to the world† (Hwang). Not only is North Korea associated and in league with terrorist groups by harboring hijackers and participating in terrorist camps but North Korea is a terrorist.   In 1987 North Korean agents bombed a South Korean airplane.   North Korea has continuously be involved with terrorist attacks on South Korea a reported 300 instances.   North Korea has participated in covert assassination attempts of South Korean presidents and has traversed passed South Korean borders 15 separate times (Hwang). Not simply has North Korea been fully participatory in these incidences but as Hwang further states, â€Å"In one of the most blatant, 26 North Korean commandos in a submarine landed off the South Korean coast in September 1996; they, along with 17 South Koreans, were killed in the ensuing manhunt. Their mission is believed to have been to assassinate South Korean dignitaries†.   Therefore, North Korea guilty of fully participating in aiding terrorists through weapons and technologies and they are also delving into the leagues of terrorism by their chronic attack on South Korea (Graham 43-44). Along the lines of defining North Korea as having terrorist groups within its borders who are North Korean Hwang states that North Korea has kidnapped an unprecedented 3,600 Korean citizens since the year 1953.   In this fact there exists relevant material to consider North Korea as having terrorist intentions and actions.   Not only has North Korea abducted Koreans but reportedly also foreigners, of which ten Japanese foreigners are the most noted. In conclusion, North Korea is not only a country who supports terrorism through trade of weapons and technology but it is also a country which participates in terrorism through assassinations, and kidnappings.   North Korea then exists as a country spurned by monetary gain and by lines of distinction between trading partners and the uses those countries may have for nuclear weapons. Although the above pages attest to the development of North Korea and its invovlement with terrorism it must also be noted that the United States with the advocacy of the United Nations, has established an administration of foreign policy which will attribute to the goals of nuclear disarmament. Work Cited Allison, Graham.   (2005).   Nuclear Terrorism, The Ultimate Preventable Catastrophe.   Owl Books, New York. Editorial.   North Korea and Terrorism.   2002.   (Online).   Available:  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   http://www.ibb.gov/editorials/09924.htm Fulford, Benjamin.   North Korea, Another Outcropping of Terrorism.   Forbes.   September 2001. (Online).   Available:  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   www2.gol.com/users/coynerhm/north_korea_another_outcropping_of_terrorism.htm Hwang, Balbina.   North Korea Deserves to Remain on US List of Sponsors of Terrorism. Asia and the Pacific.   November 2001.   (Online).   Available:  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   http://www.heritage.org/Research/AsiaandthePacific/BG1503.cfm Raman, B.   Pakistan and the North Korea Connection.   Asia Times, October 2002.   (Online). Available:   http://www.atimes.com/atimes/South_Asia/DJ22Df01.html. Terrorism Files.   State-Sponsored Terrorism North Korea.   2002.   (Online).   Available:  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   http://www.terrorismfiles.org/countries/north_korea.html Triplett, William C.   North Korea and Nuclear Terror.   The Washington Times.   2004.(Online).  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   Available:http://www.washingtontimes.com/commentary/20040406-101023-7315r.htm Wikipedia Online Encyclopedia.   Rangoon Bombing.   (Online).   Available:  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   http://en.wikipedia.org/wiki/Rangoon_bombing  Ã‚  Ã‚  Ã‚  Ã‚   Unclassified Congress Report.   2001.   (Online).   Available:  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   https://www.cia.gov/cia/reports/721_reports/jan_jun2001.htm#5 Wagner, Alexander.   US-North Korea Terrorism Talks Resume; North Korea Admits to Exporting Rocket Technology.   Arms Control Association, September 2000. (Online).   Available:   http://www.armscontrol.org/act/2000_09/nkoreasept00.asp       How to cite Nuclear terrorism, Essay examples

James Decartes Essay Example For Students

James Decartes Essay World War I left many families dead, creating large numbers of orphans. Jamaie (later to become James) Decartes was one of those orphans. His father died in the trenches in France, and his mother was stolen away, never to be seen again. James was 14 when this happened, he hid under floor boards when his mother was taken away. His humble french hometown village, was over run with german foot traffic, traveling to and from the front line. James decided this was no life for him, so he ran south, towards Switzerland, which he knew wasnt involved in the war, trying to seek asylum. He traveled by the cover of night, seeking charity from locals, and trying dodge the german military machine. James refused to be beaten by the germans, he would sabotage trucks, and other equipment, to do his part for his country. His spirit was undominatable, which is probably why his sire Sven Troile took notice of him. Sven had recently left Russia, due to the war, and the hardships with kindred politics there. Sven sought to establish a brujah presence in the toreador dominated france after the war. For this Sven would need help, taking notice of James, he watched over him and his travel, not letting himself be known. James may very well have died, if it werent for Sven, but James didnt know that. Eventually James made it to switzerland, being a neutral party in the war, the soilders would not let him enter the country. Confused as to what to do than, he started towards spain, but feared that he would find no security there. Along his way towards spain, he met up with a swiss farmer outside the country lines (through some persuasion down the road from sven), he was invited to be smuggled inside the country. This is when he first met Sven, whos very presence awed James. James, who was still young and impressionable, quickly latched onto Svens magnetic personality. James thought Sven was hiding for the war also, which gave him more room. Sven promised James they would go back to France when the war was over, and James was eager to return home and make a name for himself. Sven and James lived out the war in Bern, Switzerland, enjoying the night life, which James never questioned, as he had become accustomed to it, as he viewed it as safer at night for people illegally in the country. No one ever asked any questions, as Svens swiss was nearly perfect. During their stay in Switzerland, Sven continually dropped hints about his true nature and society, to make it easier for James to figure out. After the war, when James was 18, He and Sven returned to France. They went to a city called Loire, a large growing metropolis in western France. James saw less of Sven than, as Sven always had business to attend too. James worked for a man Sven new, named Bennito Turen (an Italian man), down at the shipping docks. After a year of service to Bennito, he got angry, James did not know why, but he did. Bennito was beat James near death (james couldnt believe how strong bennito was), when Sven showed up. James wasnt sure why, maybe it was because his head had been hit, but Sven seemed to move with blinding speed, and hit with amazing power. Sven beat Bennito down, and into the water, and came to James. Not knowing any other way to save James, Sven embraced him, his wounds healing, and the power of unlife throbing through his now undead veins. James was shocked by his transformation, but not angered. .u1233fbb9fd9151941f4062eac02ec3f0 , .u1233fbb9fd9151941f4062eac02ec3f0 .postImageUrl , .u1233fbb9fd9151941f4062eac02ec3f0 .centered-text-area { min-height: 80px; position: relative; } .u1233fbb9fd9151941f4062eac02ec3f0 , .u1233fbb9fd9151941f4062eac02ec3f0:hover , .u1233fbb9fd9151941f4062eac02ec3f0:visited , .u1233fbb9fd9151941f4062eac02ec3f0:active { border:0!important; } .u1233fbb9fd9151941f4062eac02ec3f0 .clearfix:after { content: ""; display: table; clear: both; } .u1233fbb9fd9151941f4062eac02ec3f0 { display: block; transition: background-color 250ms; webkit-transition: background-color 250ms; width: 100%; opacity: 1; transition: opacity 250ms; webkit-transition: opacity 250ms; background-color: #95A5A6; } .u1233fbb9fd9151941f4062eac02ec3f0:active , .u1233fbb9fd9151941f4062eac02ec3f0:hover { opacity: 1; transition: opacity 250ms; webkit-transition: opacity 250ms; background-color: #2C3E50; } .u1233fbb9fd9151941f4062eac02ec3f0 .centered-text-area { width: 100%; position: relative ; } .u1233fbb9fd9151941f4062eac02ec3f0 .ctaText { border-bottom: 0 solid #fff; color: #2980B9; font-size: 16px; font-weight: bold; margin: 0; padding: 0; text-decoration: underline; } .u1233fbb9fd9151941f4062eac02ec3f0 .postTitle { color: #FFFFFF; font-size: 16px; font-weight: 600; margin: 0; padding: 0; width: 100%; } .u1233fbb9fd9151941f4062eac02ec3f0 .ctaButton { background-color: #7F8C8D!important; color: #2980B9; border: none; border-radius: 3px; box-shadow: none; font-size: 14px; font-weight: bold; line-height: 26px; moz-border-radius: 3px; text-align: center; text-decoration: none; text-shadow: none; width: 80px; min-height: 80px; background: url(https://artscolumbia.org/wp-content/plugins/intelly-related-posts/assets/images/simple-arrow.png)no-repeat; position: absolute; right: 0; top: 0; } .u1233fbb9fd9151941f4062eac02ec3f0:hover .ctaButton { background-color: #34495E!important; } .u1233fbb9fd9151941f4062eac02ec3f0 .centered-text { display: table; height: 80px; padding-left : 18px; top: 0; } .u1233fbb9fd9151941f4062eac02ec3f0 .u1233fbb9fd9151941f4062eac02ec3f0-content { display: table-cell; margin: 0; padding: 0; padding-right: 108px; position: relative; vertical-align: middle; width: 100%; } .u1233fbb9fd9151941f4062eac02ec3f0:after { content: ""; display: block; clear: both; } READ: Walt Whitmans Evolution Essay He had expected something like this to happen, througout his traveles with Sven. Over the next year, Sven taught all he could to James, who proved to be a very apt student. James, not only learning scholarly things from Sven, he taught himself how to fight. He never wanted to be beaten again, like he was by Bennito, whom James found out was also a vampire, called a Giovanni. He lived in france with Sven learning all he could know for 8 years. But as James wasnow a Brujah,

Othello Essays (1299 words) - Othello, Iago, Emilia, Michael Cassio

Othello In Shakespeare's "Othello", Iago carefully and masterfully entraps Othello into believing that his wife, Desdemona, is having an affair with Cassio. He does this through a series of suggestions and hesitations that entice and implant images in Othello's head that lead him to his demise. But what is more important is, he gives Othello the motive to murder his own innocent Desdemona, satisfying Iago's immense appetite for revenge. The motive for Iago's devious plan is initially made clear in the first of Iago's three major soliloquies, in which he proclaims Othello has had an affair with his wife, Emila. "And it is thought abroad that 'twist my sheets he's done my office." The irony behind this line is that he then says, "I know not if't be true, but I, for mere suspicion in that kind, will do as if for surety." The impression this gave me after reading the complete text was that Iago is so exceedingly paranoid and insane that he will go as far as murdering, and deluding even a General into murdering his wife! Iago simultaneously conducts an equally devious plan to obtain Cassio's position as lieutenant, using Desdemona's prime weakness, her naivety. He disgraces Cassio by getting him drunk so that he strikes Roderigo. Othello then discharges Cassio when he says, "I love thee; But nevermore be officer of mine." How must poor Cassio have felt? To lose all he had worked for, burning gallons of mid-night oil, working up his reputation that any half-hearted human can tell he deserved. It was therefore understandable that he would fall to the mercy of Iago completely oblivious to the inevitable effects. Iago reveals his plan to the reader in his third soliloquy where he states, "His soul is so enfettered to her love, that she may make, unmake, do what she list, even as her appetite shall play the god with his weak function...And she for him pleads strongly to the Moor, I'll pour this pestilence into his ear, that she repeals him for her body's lust; And by how much she strives to do him good, s he shall undo her credit with the Moor." The first instance of this plan comes to life in the scene where Iago gets Cassio drunk, but the crafting only begins after Cassio is dismissed. With Cassio's reputation squandered - "O I have lost my reputation. I have lost the immortal part of myself, and what remains is bestial," Iago subsequently hooks in Cassio by taking advantage of the fact that he is in a state where he will do anything to get his job, position and reputation back. Iago tells him to seek Desdemona to get it all back, "Our general's wife is now the general...She is so free, so kind, so apt, so blessed a disposition, she holds is a vice in her goodness not to do more than she is requested." This tells me then Iago knows Desdemona is extremely naive. So Cassio asks Desdemona to ask Othello to take him in again. Iago implants images of Cassio and Desdemona having an affair in the mind of Othello, so the more Desdemona pleads with Othello, the more he believes Iago. And the more he refuses Desdemona because of this, the more Desdemona pleads with Othello, thereby creating an inescapable knot that never ceases to tighten around all three characters. But for any of this to work, Iago first had to carefully build up trust from all characters. Being a master of deception, this was not difficult. All the constant declarations of love spoken so openly and as though thoughtlessly throughout the play would be enough to fool anyone, "I think you think I love you...I protest, in the sincerity of love and honest kindness." And evidently he does deceive them thoughout the play in their words: Othello : Thy honesty and love doth mince this matter...My friend, thy husband, honest, honest Iago. Cassio : Good night honest Iago...I never knew a Florentine more kind and honest. All the love and honesty Iago falsely imposes upon Othello and Cassio easily conjure them never to doubt the possibility that he could ever set either of them up in such a profound and disgraceful manner. The irony of

Jonathans Swifts’ Gulliver’s Travels Essay Essay Example

Jonathans Swifts’ Gulliver’s Travels Essay Essay Example Jonathans Swifts’ Gulliver’s Travels Essay Essay Jonathans Swifts’ Gulliver’s Travels Essay Essay Essay Topic: Trifles In Joanthans Swifts’ Gulliver’s Travels Part IV he uses a certain character to be his perfect illustration for what the human race should be. With this character he so will compare to the lowest of all existences to exemplify all the mistakes of adult male. These characters in his narrative are called the Houyhnhnms. which have a uniquely similar pronunciation to the word worlds. and the Yahoos. who are the evil animals of this peculiar island that Gulliver has washed up upon. Throughout the narrative as Gulliver describes the people of his place to the Houyhnhnms the reader begins to see how Swift shines a visible radiation on all the mistakes that worlds have ; compared to a Godhead. simple and perfect animal as the Houyhnhnms. Gulliver tries to distinct himself from the Yahoos of this land. who he perfectly abhors. by explicating his people’s ways and demoing they have the ability to ground. unlike the Yahoos. The reader easy begins to see what Swift is seekin g to carry through with his Hagiographas. He lets the reader make their ain premises of the human race. but makes the premise really clear. Within the narrative Gulliver describes how â€Å"his eyes had been opened and enlarged his apprehension. which he began to see the actions and passions of adult male in a really different light† ( puchner291 ) . Gulliver begins to see that the thick tegument. excess hair and long nails are simply the lone thing dividing himself from the Yahoos. This oculus gap is precisely what Swift wants his readers to see and see that there are so many ugly mistakes and useless ways of life in their society. The slow pretense of the mistakes within adult male and inquiring of the ways of world are in complete alliance with the thoughts and ways of the Enlightenment. which was in short. to inquiry everything. As Gulliver’s stay on the island continues. this inquiring and scrutiny of every facet of his former life continues every bit good. The Houyhnhnms. or voices of ground. travel on to oppugn the Torahs of Gulliver’s land. One Houyhnhnms states how he can non even contemplate how â€Å"the jurisprudence which was intended for every man’s saving should be any man’s ruin† ( puchner285 ) . Swift takes a deep pang at the governments’ ways of workings at the clip and merely shows how it is anything but merely and does non do any sense. Swift besides makes a singular point in the way of women’s rights. and uses common since to demo how the intervention of adult females of the clip was wholly foolhardy. The voice of a Houyhnhnms explains how it would be â€Å"monstrous in them to give the females a different sort of instruction from the males† ( puchner298 ) . The Houyhnhnms says how this manner holds no logic. because it would go forth one half of their people merely utile for the delivery of kids into the universe and go forth them good for nil else ( puchner298 ) . Swift does non halt at that place and states how irresponsible it would be to non merely go forth this group inadequate but to so swear the attention and upbringing of their kids with these wholly unqualified animals. His ground here is really sound and unmistakable ; how can you anticipate a society to boom if the elevation of adult male is done by the lowest animal of their society. Gulliver tries to turn out to be different organize the Yokel by the fact that he can ground. The Houyhnhnms can see directly through this and one provinces that â€Å"when a animal feigning to ground could be capable of such outrageousnesss. he dreaded lest the corruptness of that module might be worse than ferociousness itself† ( puchner285 ) . Through the Houyhnhnms response Swift dives into the deepnesss of what world is capable of. He tackles how we may hold the power of ground but have abused it to the full extent and alternatively of like the Yahoos caused devastation outwards on the universe we have brought corruptness into the interior existences of our society. Swift’s Hagiographas in Gulliver’s Travels inquiry the full devisings of world and even the inability of people to make bold to inquiry. The Houyhnhnms are Swifts illustration of how worlds should be but even the Houyhnhnms in their perfectness have a mistake. They have no ability to oppugn any facts or speak of â€Å"the thing which is not† . In Swift’s narrative. Gulliver recants how he remembers how difficult it was for him to acquire his maestro to grok the significance of the word sentiment. or how any fact could be brought to inquiry because â€Å"reason taught us to confirm or deny merely where we are certain ; and beyond our cognition we can non make either† ( puchner297 ) . Swift wants the reader to understand that you must non be afraid to set your ideas and what you have been taught all of your life into inquiry. to non fear the unknown. The Houyhnhnms garbage to believe that there are states outside of their ain island. similar to the manner people refuse to believe that there are sentiments and replies other than their ain that could be right. Fleet uses his narrative Gulliver’ s Travels to light the thought that the universe as you know may non be the best of what it could be. merely as the manner narratives have been used to learn kids lessons at a immature age. In Voltaire’s narrative Candide. his chief character Candide is taken on a journey where he is determined to happen his true love Cunegonde. which he is detached signifier in the beginning of the narrative. Through his journey Voltaire has Candide besides in changeless hunt for any adult male that is happier than he. In the narrative Candide has a friend named Pangloss who is a philosopher. In the beginning of this tale Pangloss provinces that â€Å"there can non perchance be an consequence without a cause† and that â€Å"things can non be otherwise than they are. for since everything is made to function an terminal. everything needfully serves the best end† ( puchner356 ) . Voltaire takes these quotation marks throughout the narrative and commits Candide to oppugn it at every opportunity. but is blinded by pure devotedness to what his friend Pangloss has said and continues to force on. Voltaire uses the comparing of two antonyms merely as Jonathan Swift did in G ulliver Travel’s IV. Voltaire uses the land Eldorado in Candide to compare to Westphalia. Eldorado is the illustration of the perfect universe while Westphalia is full of everything that is incorrect with the universe in Voltaire’s sentiment. In this sacred Eldorado Candide and Cacambo witnesses how the people have no desire or wants for the gems that line their streets. He states that â€Å"the kids of this land must be good trained. since they are taught disdain for gold and jewels† ( puchner381 ) . During their dinner with their host at the hotel Candide tries to utilize the gold for payment but in this perfect Eldorado people are gracious and hotels are made and paid for by the province and they do non necessitate any money. Later Candide begins to inquire about faith and finds that this land has the perfect faith where they do non hold monastics that dictate what they do and penalize them if they do non pattern their faith as they say they should ( putchner383 ) . Alternatively Voltaire describes a faith where people are all of the same head and can fre ely pattern their faith ( puchner282 ) . Once Candide meets the male monarch he finds that this perfect land has no parliament for there was no demand and no prisons but they had a gallery full of topographic points to analyze scientific disciplines with mathematical and physical instruments to assist farther cognition ( putchner383 ) . Here you can see how Voltaire is making a universe that has no biass and is surrounded by the overall bettering and good of the people. Although Candide and Cacambo have found the perfect universe they still are non satisfied. This is a major defect in adult male. to go on to desire even after they have everything they need. In response to this. Candide and Cacambo leave and take all the wealths they need that they assume will convey them happiness but alternatively are presented with calamity after calamity that brings them right back to where they began. Candide so by losing everything somehow is reunited with all his friends and they make it to a bantam farm to populate where Pangloss continues to inquiry. He finds a philosopher that he wants to discourse the â€Å"effects and causes. the best of possible universes. the beginning of immorality. the nature of the psyche. and pre-established harmony† ( putchner412 ) all of which are premier illustrations of some of the chief parts that have been in inquiry during the Enlightenment ; but alternatively Pangloss has the door slammed in his face ; similar to the manner adult male refuses to discourse these really same facet. Pangloss still does non halt inquiring inquiries and doing philosophical premises even to the really terminal of the narrative and after all the awful things that had happened to him. Candide so runs into a Turk that states that most of the clip the people who get involved in others concern. perish awfully ( putchner413 ) . The Turk so continues to state Candide that he and his household cultivate their 20 estates â€Å"and the work keeps [ them ] from three great immoralities. ennui. frailty. and poverty† ( putchner413 ) . Candide takes the Turks words really earnestly and shortly sets out his life to copy the Turks and sets up a garden to cultivate. After run intoing all the people throughout his journey he finds this adult male to be the lone individual happier than him and he had found a manner to do life endurable ; so Candide commits to making the same. Voltaire has much to state through his character Pangloss and Martin. about work forces who choose to populate their li ves working. Pangloss states that â€Å"man was non born to take his ease† and Martin remarks that â€Å"working without guess is the lone manner of rendering life endurable. † Candide eventually has everything that he wanted all on their farm but sees that what he wanted and thought is non any longer what he wants or thinks. Cunegonde has lost all her beauty and he does non love her anymore and Pangloss’s theory does non keep a light in Candid’s’ head any longer. He decides to alter his life and halt desiring more and do a life that is focused on one end ; to cultivate his garden and non worry about the trifles amongst the universe. He so sees clearly that he makes his ain felicity and others do non. The garden will maintain him off from the immoralities in which he has met all his life. He will non hold to desire for nutrient and beg. and he will merely hold plenty for what he needs and non what he wants and this will maintain his head busy and off from ennui. Pope’s Hagiographas differ greatly from Swift’s or Voltaire’s. In Pope’s Essay on Man. he uses poesy to exemplify his philosophical points. The start of his essay provinces â€Å"what can we ground but from what we know† ( putchner345 ) . Pope additions the reader’s attending by merely stating that he is merely traveling to analyze Man. This alone is what the Enlightenment was approximately. to take into history all that you thought you cognize and so inquire yourself. is this truly what I know. Pope goes to inquire the inquiry. are we the lone system or existence? He says to merely â€Å"observe how system into system runs† ( putchner345 ) . How can we be the lone universe is the inquiry he wishes to light in us ; if we merely look at our universe we can clearly see that we are excessively a system within a system and possibly we have a intent within this really sphere. He continues to inquire inquiry among inquiry to farther province. why are we the manner we are? And are we the highest being above all on Earth and if so. should we be in this topographic point? We can see where he asks â€Å"if God has placed him wrong† and should we hold the power over the universe that we do ( putchner345 ) . If God has placed us in this high place so shouldn’t we be perfect. but he describes free will by stating that â€Å"man’s every bit perfect as he ought† and that we are every bit good as we let ourselves be ( putchner346 ) . The Essay on Man discusses destiny and why we do non cognize our ain destiny or more so the really page that we are on in life. If â€Å"had he thy ground. would he jump and play† ( putchner346 ) and go on to populate our lives if we knew how it would all terminal. He gives the reply that hope of the unknown is what keeps adult male traveling. He examines the Indian people. a premier illustration of life in the unknown ; for they had no scientific disciplines to allow them see the planets and the existence but still remained to hold God in their civilization. He said they have a â€Å"humbler heaven† before the Europeans came to suppress their land and torture them for their gold ( putchner347 ) . Pope describes to the reader that pride is our mistake and we blame God for everything when we are non happy. Our pride gives us the right to believe that Earth is for our ain usage. He explains â€Å"why has non adult male a microscopic eye† . his response is simple â €Å"that adult male is non a fly† ( putchner347 ) . Pope wants the reader to see that God has made us the manner we are and we are non meant to see that far ; that we are meant to inspect the Earth non to understand the celestial spheres. He ends his essay by stating that â€Å"all partial immorality [ is ] cosmopolitan good† and that â€Å"whatever is. is right† ( putchner351 ) . This really statement was examined greatly by Voltaire’s work Candide and has been examined by many philosophers and minds even to this really present twenty-four hours. The Rape of the Lock is another narrative written by Pope in which he besides uses poesy to make the reader but in my instance went over my caput. He illustrates a beautiful narrative of a miss named Belinda that his great at playing cards and wins the bosom of every adult male and Sylph she comes across. The Sylphs follow Belinda throughout her full twenty-four hours and Pope begins to demo how adult male has no control over anything that happens ; whether that may be the folding of her arms or the safety of Belinda. Pope may be go oning his theory that adult male has his ain destiny but that he can non cognize it and certain Powers that are out of our understand command our twenty-four hours to twenty-four hours life. That this is the manner things are and it is in our best ability to be happy with the life we are given. Even the just Belinda blessed with all the beauty in the universe is non spared by destinies manus. The loss of her strand of hair in the terminal may resemble the loss of virtuousness and her pride for even the perfect can be brought down. Plants CitedPuchner. Martin. Suzanne Akbari. Wiebke Denecke. Vinay Dharwadke. and Barbara Fuchs. The Norton Anthology of World Literature. 3rd erectile dysfunction. Vol. D. New York. London: W. W. Norton A ; Company. 2012. 269-413. Print.

UN Human Development Index (HDI)

UN Human Development Index (HDI) The Human Development Index (commonly abbreviated HDI) is a summary of human development around the world and implies whether a country is developed, still developing, or underdeveloped based on factors such as life expectancy, education, literacy, gross domestic product per capita. The results of the HDI are published in the Human Development Report, which is commissioned by the United Nations Development Program (UNDP) and is written by scholars, those who study world development and members of the Human Development Report Office of the UNDP. According to the UNDP, human development is â€Å"about creating an environment in which people can develop their full potential and lead productive, creative lives in accord with their needs and interests. People are the real wealth of nations. Development is thus about expanding the choices people have to lead lives that they value.† Human Development Index Background The main motivation for the Human Development Report itself was a focus on only real income per capita as the basis for a country’s development and prosperity. The UNDP claimed that economic prosperity as shown with real income per capita was not the only factor in measuring human development because these numbers do not necessarily mean a country’s people as a whole are better off. Thus, the first Human Development Report used the HDI and examined such concepts as health and life expectancy, education, and work and leisure time. The Human Development Index Today The second dimension measured in the HDI is a country’s overall knowledge level as measured by the adult literacy rate combined with the gross enrollment ratios of students in primary school through the university level. The third and final dimension in the HDI is a country’s standard of living. Those with higher standards of living rank higher than those with lower standards of living. This dimension is measured with the gross domestic product per capita in purchasing power parity terms, based on United States dollars. In order to accurately calculate each of these dimensions for the HDI, a separate index is calculated for each of them based on the raw data gathered during studies. The raw data is then put into a formula with minimum and maximum values to create an index. The HDI for each country is then calculated as an average of the three indices which include the life expectancy index, the gross enrollment index, and the gross domestic product. 2011 Human Development Report 2011 Human Development report 1) Norway2) Australia3) United States4) Netherlands5) Germany The category of â€Å"Very High Human Development includes places like Bahrain, Israel, Estonia, and Poland. Countries with â€Å"High Human Development† are next and include Armenia, the Ukraine, and Azerbaijan. There is a category called Medium Human Development which includes Jordan, Honduras, and South Africa. Finally, countries with â€Å"Low Human Development† include such places as Togo, Malawi, and Benin. Criticisms of the Human Development Index Despite these criticisms, the HDI continues to be used today and is important because it consistently draws the attention of governments, corporations, and international organizations to portions of development which focus on aspects other than income like health and education. To learn more about the Human Development Index, visit the United Nations Development Program website.

Implicit Knowledge Assets in Healthcare Essay Example | Topics and Well Written Essays - 1500 words

Implicit Knowledge Assets in Healthcare - Essay Example In their drive towards improving efficiency and cutting cost, Knowledge Management has come as a concept with immense potential. The present case is of a Spine Unit in USA, which is in the environment as described above, and the paramount need is leveraging the potential of its two key assets, technology and knowledge in a manner which is able to enhance its efficiency and reduce costs. The Spine Care unit has rich knowledge assets comprising of surgeons and medical staffs from the disciplines of Neurology, Neuro-surgery, orthopedics, spine surgeons, psychologists, physical therapists and pathologists. It is a technology intensive unit with advanced technologies deployed at clinical side in the form of medical equipments and in the practice management side it has extensive IT facilities like Hospital Management Information System (HMIS).   The unit has well developed protocols based on data/information from NCQA, medical journals and its own systems. It is clear from the details th at the Spine Unit is not exploiting the potential of its implicit knowledge assets in a structured and strategic manner despite the fact that it has majority of KM technology in place.   The issue is to leverage the unit’s existing strength and deploy a full-fledged KM system. It is beyond doubt that knowledge and its management involves only one thing – people, all others are enablers. Larry Prusak says â€Å"Knowledge flows along existing pathways in organizations. If we want to understand how to improve the flow of knowledge., we need to understand those pathways.† [citation?] The KM solution for the Spine unit has to exploit the KM concept which creates Communities of Practice, enhances sharing and enriching knowledge, promotes networking and bonding among employees. We see a gap in people focused KM mechanisms, systems and technologies. Proposed solution The objective is to create a KM system comprising of compulsory elements and voluntary elements of KM systems. It is with the approach of leveraging and integrating the exiting assets and existing IT technology Compulsory elements: At every decision point viz. admission of patient, diagnosis, surgery, post operative care, people concerned will be required to refer to the KM system. For example while making a decision to admit the patient one will be required to access the system and system will â€Å"Push† relevant information i.e. patient history, probable diagnosis, past experiences, experts list to ensure the best decision in a quick manner. [

Madoffs Fraud Case Research Paper Example | Topics and Well Written Essays - 1250 words

Madoffs Fraud Case - Research Paper Example He said that he earned the capital he invested in the business from Far Rockaway as lifeguard earnings. His firm was a major contributor to the growth of Nasdaq and boasts of succeeding in creating a system where brokers who mostly had traded in the New York Stock Exchange could do more business with the Nasdaq. When news that the business executive had been defrauding the investors and that the firm was nothing but a scam went public, it became a shock for most people. The scheme was a well-organized plan by a number of people to convince the regulators, investors, and visitors in the firms’ office that trading was going on while in real since it was not. In fact, there was no trading in the company for most of its life, with Mr. DiPascali an employee, revealing that he discovered that the company was not trading at all since the late 1980s. In addition, the firm also used a program that generated numbers randomly to choose the people to award-trading orders to, which happene d in varying intervals and in different increments. In such a case, it is unlikely for the investors to face charges for being victims of injustice (Efrati, 2009). However, Efrati, (2009) explains that two of the biggest investors in the firm, who had invested and trusted the firm with billions of dollars, got involved in the case, and the prosecution dragged them individually as well as their foundations to court to face charges. Instead of winning sympathy from the prosecutors and the judge, as they faced the charge of conspiring with the managers to defrauding other investors in the company. In a Manhattan court, Peter Madoff confessed among other crimes that he had faked documents and lied to regulators, which helped his elder brother Bernard Madoff to perpetuate the biggest of all investment frauds. The multi-billion dollar fraud scheme, known as the Ponzi scheme, defrauded investors of their invested capital during the collapse of Benard L. Madoff Investment Securities LLC inv estment firm owned by Bernard Madoff. According to his confession in the court, Peter said that the investment sham caught him in shock when his brother told him the truth in the December of 2008 but said that he helped to divert the firm’s remaining funds to friends and family of the Madoffs. The employees forged documents that created a wrong impression of the company as trading and lured them into getting into the contracts and later lost their money. During his confession, Peter apologized for his irresponsible behavior, which is nothing, compared to the number of losses that investors suffered under his watch. For Peter, pleading guilty for his actions did not let him walk free after the judge sentenced him to 10 years imprisonment (Bray & Lauricella, 2009). The sentence also requires him to forfeit all his personal assets that include a Ferrari and more than 10 million dollars in cash. The sentence did not spare his wife and daughter, where he is required to forfeit the ir assets too. According to Peter, Bernard always acted as the boss, without giving his younger brother a chance for dialog. Despite this, he had an option of choosing not to honor his brother’s commands and do the right thing. He contributed to losses estimated at 17 billion dollars, money owned by the company on behalf of the investors, of which he promised to recover 11 billion.  

Role of Un in Peace Keeping Essay Example for Free

Role of Un in Peace Keeping Essay In addition to maintaining peace and security, peacekeepers are increasingly charged with assisting in political processes, reforming judicial systems, training law enforcement and police forces, disarming and reintegrating former combatants, supporting the return of internally displaced persons and refugees. Arabic, Chinese, English, French, Russian and Spanish are the UN official languages. However, UN is facing criticism regarding corruption and abuse and some other things. Conclusion:- UN has a great effect on international peace. But, there are some arguments regarding contribution of military forces from different countries. To change the world, it need to change itself too. Its better if it has its own military force. United Nations has an organization called UN Security Council that is responsible for peacekeeping. Five members of this team are permanent members while ten are chosen every 2 years. Peacemaking was introduces at the end of cold war and has undergone immense changes. It keeps evolving to meet the political demands

Dantes Inferno Essay example -- Dante Inferno Essays

Dante's Inferno It was sometime in the middle of the 17th century that British cleric Thomas Fuller wrote, "He that falls into sin is a man; that grieves at it, is a saint; that boasteth of it, is a devil." If Fuller was right, where does one place Dante, the pilgrim who bravely wandered where no man had wandered before? Certainly, the sojourner precisely written by the poet of the same name was a man. Certainly, also, he repented his sinful ways (how could one not after braving not only the depths of Hell but later the stretches of Purgatory and the "many waters" of Heaven?), but he was no saint. Indeed, Inferno itself can be easily construed as a boast of sorts—made it through hell, met Lucifer, bought the t-shirt. But in reality, the book is much more subtle, and the journey much more enlightening to readers as one watches Dante, an Everyman if ever there was one, change his thought processes even as foot passes foot on his journey downward. When examining just what type of man Dante the poet was, it's important to note the society of the times. To be from Italy†¦or, even more specifically, from Florence†¦was an important distinction. Even today, Italy is a center of religion. In 1330, Italy was not only a Catholic Mecca but a republican haven. Dante the poet was not the only citizen of the city to gain distinction—Michelangelo, Raphael, and da Vinci all proudly added "Florentine" under their signatures. Additionally, Pope Gregory XI would find the city sinful enough to excommunicate the entire place forty-six short years later. Living in such a tumultuous and dynamic atmosphere, it was no wonder that Dante the poet, already in exile, would place his literary counterpart (for clearly the pilgrim is ss otherwise specified... ...e progress of the pilgrim from a sinner, sympathetic even to those condemned by God, to that of a saint of sorts, vindictive and scornful of the enemies of the church. The presence of the two further episodes of Dante the poet's Divine Comedy (Purgatorio and Paradiso) indicates that the pilgrim's spiritual education is not complete, but he has learned a great deal throughout his journey throughout hell—arising from the subterranean with less moral confusion and a greater sense of God-fearing reverence. For 14th century Italy, the alternative was more than a personality flaw†¦it was a stigma. The poet, alone and in exile, had taken truly to heart and to paper the words that his Romantic counterpart Percy Shelley (a man who would be called to Italy himself time and time again) would write nearly 500 years later: "The great instrument of moral good is the imagination."

Shadow Divers

Shadow Divers By: Kurson, Robert Shadow Divers by Robert Kurson is a true story of a few ordinary men risking everything to solve a World War II mystery, which even governments had not been able to budge. One is introduced to Bill Nagle at the start of the book. He is given a location of the mystery object from a fisherman. Nagle is the caption to the Seeker and had a feeling that this dive will be a life changer. So he meets with John Chatterton, the only man that he can trust on a dive like this one. Chatterton has been diving for almost his whole life and is known as one of the best divers in the world in 1991.Nagle and Chatterton proposed a plan to take six top divers to the site and see what was down there. On the first dive Chatterton finds out that the object is a submarine and in a later dive finds that the submarine is a German U-boat. They know this because of a peace of china Chatterton found with an eagle and the swastika, the symbol of Hitler’s Third Reich on it. Chatterton also found a knife with the name Horenburg hand carved into the handle. The problem is that they do not know what U-boat they just found. All records show that no German U-boat was sunk in that area.To solve the mystery Chatterton has to bring Richie Kohler on board because Nagle is dying from liver poisoning. Kohler is also one of the best divers, yet Chatterton and Kohler do not get along very well. Kohler tried to steal one of Chatterton’s dive sites a long time ago, when the two first met. Over time Chatterton and Kohler become best friends and spend six years of their lives trying to solve the mystery of the German U-boat. Within the six years they found tons of artifacts that do not get them any closer to finding the name of the U-boat.The only major clue was the name Horenburg, yet there was only one Horenburg and he died in a U-boat 2,000 miles away on another U-boat. After, Chatterton and Kohler had leaped over many hurdles and had lost almost everything t hey had in their lives, Chatterton came up with a plan to resolve their mystery, yet it could kill him in the process. He would go into the submarine and take off his oxygen tank to fit through a tiny hole. On the other side he would look for an old oxygen tank that will have the name of the U-boat on it.Then, push it through the small hole to Kohler and Chatterton while doing all of that with only five minutes of air. Risking his life he goes through with his plan and after it all he and Kohler get their name, U-boat 869. Word: Hurdle /noun /? h? rdl – Difficulty, something that impedes progress or achievement Word: resolved /adjective /ri? zalvd – Settled, find an answer Explanation: The words are important because Chatterton and Kohler feel that it is up to them to resolve the mystery of the submarine for the fallen soldiers and had to go through many hurdles to get there.

Sports Nutrition Market in India

1. Introduction This chapter deals with overview, objectives, methodology, sampling plan and limitations of the study. 1. . Overview of the study Business analysis of whey in India is not restricted to its well defined boundaries. Because of the nature of the product and its current status, it is traded globally and very small quantity is traded within the country. The study is intended to study the effect of global changes on trade. Similarly the emphasis is laid on the application of whey as a product for mass market. The idea is to understand capabilities required for the same and see if any company can fit into that specification. 2. . Objective of the study The study has been undertaken to meet following objectives: 1) To understand the structure, Conduct and performance of whey business in India. 2) To understand the evolution of Whey business in next five years. 3) To identify key opportunities for GCMMF in whey business. 4) To propose market entry strategy for GCMMF to enter into whey business 3. . Methodology followed The study has used personal visits to whey processing plants and modern format stores, questionnaire survey of gym visitors, unstructured interviews with trainers, dieticians, and unstructured interview on telephone with employees of these plants, use of checklist for retailers and distributors. Secondary data from internet and literature have been used. |Sr. No |Data required |Data sources |Tools used | |1. |Turnover, Supply. Market share, Main products, Production |Current Internet, Unstructured interviews with the | | |facilities-capacity, technology; Profits, Future estimates |players, |associated employees, Annual Report study, Indian | | |of demand ,area of operation, |supplier |Export Agency-internet | |2. |Manufacturers, Prices, Volumes, Consuming segment, Margins |Product |Internet, Unstructured interviews with the | | |in different formats, Channels for different formats. formats, |retailers, distributors, Annual Report study of | | | |Channel |players | |3. |Distribution c hannels, margins, mode of operation, |Channel |Internet, structured interviews. | | |incentives | | | |4. Institutional buyers, consumers-segment, consumer |Consumers, |Consumer survey, structured/unstructured | | |preferences, acceptability, product and brand recognition |Retailers |interviews/focussed group surveys, Retailer survey| | |,benefits, value for money ,future market-volume/sales | | | 1. 4. Sampling plan The consumer related result is based on fifty consumers surveys conducted in nine cities namely Anand, Ahmedabad, Mumbai, Pune, Delhi, Karnal, Panchkula, Chandigarh and Gurgaon. The retailers, distributors and Modern Format Stores were approached randomly without any restriction on numbers. The idea has been to get qualitative and quantitative information both. 1. 5 Limitations of the study 1. The number of consumers surveyed is not sufficient to generalise the results. However the results are indicative in nature. 2. Time allotted for the study is not sufficient. 3. Qualitative information has been used to understand different requirements of whey business in India. 4. Unavailability of authentic secondary sources for getting information related to gyms, medical stores, and whey utilisation in India etc. . Understanding Whey 2. 1. Whey: Introduction Whey is a by-product of cheese, Paneer and Shrikhand. It is a green yellowish fluid. It can also be called as the water of Paneer, Cheese, and Shrikhand . There are two varieties of whey based on acidity: sweet and acid whey. Similarly the classification of whey has been done on the basis of its source e. g. cas ein or cheese. The developed world has very high per capita consumption of cheese with respect to developing or underdeveloped world; therefore the whey production is mainly concentrated in the developed countries only. 2. 2. Importance of whey Whey contains very nutritive constituents like Whey proteins -Immunoglobulin, amino-acids both essential and non-essential, lactoferin riboflavin, lactose etc which are very important for the body. Whey protein has very High biological and Protein Efficiency Ratio . Thus it is rated as the best protein. Because of technological advancement, these constituents can be separated from the whey. The importance of whey therefore lies due to following reasons: 1. Highly priced: because of very sophisticated technology and high demand for the separated constituents, these are highly priced. 2. Whey has very high Biological Oxygen Demand and Chemical Oxygen Demand (>40000), therefore it poses serious threat to environment. The Government has made strict norms related to environmental pollution. ISO -14000 is basically meant for controlling the environmental pollution related to any manufacturing units. Above two reasons pose a challenge to the whey producing companies to efficiently utilise it. 2. 3. Properties and application of whey Because of the functionality of whey, it finds use in the manufacture of various fields and products. Table 1. Functionality and application of whey Functional Property |Application | |Whipping/Foaming |Egg less cakes, Dessert, Whipped toppings | |Emulsification |Sausages, Coffee whiteners, Soups, Cakes, Infant Formula, Biscuits | |Gelation |Meats, Baked foods, Cheeses, curd, yoghurt | |Viscosity |Soups, Gravies, Salad Dressings | |Water Binding/Mineral Binding |Cakes, Meats , Sausages, Nutritional foods | |Solubility |Beverages | |Browning |Breads, Biscuits, Confectionery, Sauces | |Flavour/Aroma |Baked goods, Biscuits, Confections | From above table it is very much evident that whey has very wide application in food and pharmaceutical industry. 3. Global Whey Business It has already been mentioned that the whey is a by-product of cheese which is mainly consumed in the developed world, particularly Europe and United States. Therefore its production is mainly concentrated in these countries. Global production of whey has been 177 mn MT in 2006 with a value of $ 9bn which is expected to grow annually at 2-3 % for next 5 years. The major contribution in production i. e. approx. 94% is due to Cheese whey and emaining is due to casein whey. Salient features of Global Whey business †¢ About 70% is utilised for industrial purpose and remaining is used for cattle feed, fertilisers and some quantity goes waste. †¢ Fifty six percent of the whey used for industrial purpose is utilised for manufacturing of Whey powders and lactose while nearly 35% is utilised for Whey protein concentrate and permeate and the remaining 9% is used for Dimineralised products and blends. †¢ Approximately 80% of whey products are traded as commodity while 20% is traded as value added products. †¢ In global trade, USA ranks first in export of whey powders(19. 4% share) and China leads in import with 15. % share. (See the annexure containing list of ten major exporting-importing countries) †¢ Majority of key global whey processing companies are located in US and European union. (see the figure 1 on next page) 3. 2 Lactose Lactose is a very important constituent of whey . The total global production was 870000 MT which is expected to grow at the rate of 5-6 % annually. This is mainly used in pharmaceutical, bakery, confectionery industry and in the preparation of infant formula etc. The major global producers of lactose have been shown in the figure 2. Figure 1: Global Whey processing companies [pic] Figure 2: Global lactose producers [pic] The production and application pattern of lactose is different across different part of the world . This is evident from following pie diagram: Figure 3: Global Lactose Processors [pic] Figure 4: Application of Lactose in EU and US [pic] As far its global trade is concerned, USA still is the leader. The realisation from lactose has increased from $ 670 mn in 2004 to $ 1930 mn in 2006 mainly because of spurt in demand. Table 2: Global whey exporters and importers [pic] 3. 3 Global Price rise Over the years there has been a steep rise in the prices of whey products due to increase in demand. Following table will explain the change in the global prices over last years: Table 3: Global Prices (European Union) |Year |WP ($/lb) |WPC($/lb) |Lactose($/lb) | |2004 |0. 284 |0. 588 |0. 1875 | |2005 |0. 316 |0. 82 |0. 1925 | |2006 |0. 489 |0. 69 |0. 3075 | |2007(May) |0. 727 |1. 35 |0. 4 | Source: USDA, NASS, Dairy Market Report, 2007 As the whey from India is traded in the global market, so the price fluctuation decides the volume of business from India. Since the prices of WPC, WP and Lactose have increased substantially in last 2 years and more importantly in early 2007, therefore the profitability of the business has increased. When we consider the price fluctuation of Skim Milk Powder (SMP) and Whey powder with same protein then we find that there has been clear cut price appreciation in WP prices over SMP prices and the difference between per MT prices has in fact increased between these two commodities. Figure 5: Price of SMP and Whey proteins Source: www. fas. usda. gov In 2007, the price rise has been very fast as evident from following graph showing the variation. Figure 6: Global Whey powder prices w. r. t SMP in 2007 Source: USDA, NASS, Dairy Market Report, 2007 4. Indian Whey Industry Whey business in India has been in existence for last 15 years when Cepham Ltd and Mahan Protein started operation in 1992-1994. This business over the years has expanded in terms of volume and value and more Indian private companies have entered into this business. 4. 1 Structure of Whey business in India The structure of Whey Industry in India can be explained below: 4. 1. The nature of industry: Whey is a part of food industry. There are relatively small numbers of whey processing companies in India unlike milk processing companies. Also there are less number of bulk domestic buyers of whey based commodities in India. The production is mainly export oriented. 4. 1. 2 Government regulation: whe y poses environmental threat because of very high B. O. D and C. O. D level. There are environmental regulations framed by the government unlike SMP which has become prone to export ban. Whey powders are not exposed to export ban till now. 4. 1. 3 Type of producers: The whey processing companies are mainly the private Indian players. None of the Multi National Companies and Co-operatives have ventured into this field as they are operating in mass market and don’t want to enter into commodity market . However many global producers are now eyeing India as a potential manufacturing location because of the increased demand of whey products in the global market. 4. 1. 4 Cost and production considerations: The technology of whey processing is more sophisticated than that for traditional dairy products. Globally three generation products are manufactured from whey. These are listed below. These require different kind of technology. Processing technology and product details has been mentioned in the following table. Table 4: Product manufactured and technology used in whey Generation product |Product name |Technology used | |First generation |Whey powder, WPC 35,Lactose |Ultra filtration / Nano-filtration | |Second generation |WPC-80,DWP,Sweeteners,Minerals |Ion -Exchange | |Third generation |Whey protein fraction s, Lactose derivatives, |Chromatography, fractionation technology | | |WPH,WPI | | The cost of production mainly depends on the procurement price of raw material like milk and the availability of milk through out the year . Due to unavailability of milk throughout the year , the production in many plants are stopped during the lean period i. e. April- July. 4. 1. 5 Major whey processing companies in India: Whey business has not been a big industry in terms of quantity of milk processed. When we consider the quantity of milk processed by all the Indian companies the quantity of milk diverted for whey production is less than 1%. Currently there are mainly eight whey processing companies in India. The daily milk handling capacities and production capacities of these plants have been mentioned in the following table 5. Table 5: Major whey processing companies in India: Name |Milk handling |Casein |WPC-WP |Lactose | | |Capacity |(MT/Day) |(MT/day) |(MT/Day) | | |(lakh lts /day) | | | | |VRS Foods Ltd |15 |40 |20 |25 | |Mahaan Proteins |6 |15 |10 |18 | |Modern Dairies Ltd |10 |25 |15 |18 | |Dynamix Dairies Ltd |5 |8 |5 |8 | |Milk food Ltd |8 |15 |10 |15 | |Cepham Ltd |6 |14 |8 |12 | |Bhole Baba Dairy |10 |24 |14 |15 | |Crown Milk Spl. Ltd. |5 |10 |6 |0 | |Total |65 |151 |88 |111 | |Annual(2007 Estimate) |17793. 75 |33069 |19272 |24309 | Source: informal, ex-employees. Most of these companies are situated in the northern part of India and the main reason sighted was availability of milk in these areas. From the table it s very evident that VRS Foods, Sahibabad is the leader with 22% contribution in the total milk utilisation followed by Karnal based Modern Dairies with production concentration 16%. One of the key features of the whey industry in India has been its fast evolution. There were mainly 4 whey processing companies in India till 2005,which increased to 8 in 2007,most of which have started operation in late 2006. The reason of this expansion has been the increase in demand of the whey based products and rise in global prices of these products. The evolution and expansion of the whey industry in India will be clear from following graph. Figure 7: Expansion of whey industry in India Thus the expansion has been by 120% in last two years. Looking the lucre in the industry more companies are thinking to enter into this business. Some the companies which are thinking to enter into the business are: a) Anik ,Etah b) Hatsun Agro,Chennai c) Doiba Foods, Palwal d) Nectar,Pathankoth e) VRS Foods,Sahibabad:It is going to start its new by-product unit in Nasik. These companies are expected to add 40 lakh ltrs of milk to the existing industry volume by 2009. As already been mentioned, these plants are using the casein whey . Only Dynamix Dairies Ltd. , Baramati is using some cheese whey for manufacturing whey powders. 4. 1. 6 Major buyers of whey products in India The whey Powders, Lactose, Whey protein concentrates, Dimineralised whey Powders etc are mainly exported. However in India these are used by many pharmaceutical, dairy, bakery, confectionery companies etc. Some of the major bulk buyers include Nestle, Glaxo-Smithclime Beecham Ltd, Wockhardt Ltd, Novartis, Cadilla. There are small buyers as well but these are mainly in bakery and confectionery industry. WPC has been used widely in Ice-cream industry. Similarly Lactose and DWP are being used in infant formula and neutraceuticals. Exact volume of industry wise utilisation in India is not available. However it has been said by the industry people that most (approx. 75-80%) of Whey powders and WPC are exported but lactose is consumed locally in more quantity. 4. 1. 7 Entry and Exit barriers in whey business industry India Currently the Indian whey industry is running and expanding because of the rise in the global prices of these products. As per the views of the industry experts some of the entry barriers in whey business include: a) The availability of raw milk: As most of the dairy plants are already into different dairy products manufacturing, so they are able to procure most of the milk of that region. The new entrant will have to divert milk from the existing players. It will mean more prices to be paid to the producers. This unavailability of milk becomes a major entry barrier. b) High investment: As the whey processing plants require relatively more sophisticated plant and technology, therefore a large amount of investment has to be made. For example, most of the existing whey processing plants have invested around 70-100 crores for 10 lakh ltrs plant. This is a key barrier. This high investment also becomes an exit barrier as these equipments cannot be used for other dairy products. And coupled with the above reason, there are les numbers of people buying out the machineries. This further discourages the existing players to exit. The live examples are Mahaan Proteins Ltd. and Ceepham Milk Specialities Ltd, Derabassi which are finding it difficult to procure milk in sufficient quantity and simultaneously unable to sale it off for better price. 4. 1. 8 Product differentiation: Currently the whey based powders are traded in commodity markets. So there is no differentiation in terms of brand and specificity. However, there some companies like VRS Foods, are making specific products like 28% Dimineralised Whey Protein Concentrate for Nestle. 4. 1. 9 Location advantage: Most of the plants are situated in northern part of India particularly Haryana, Punjab and Uttar Pradesh. Some companies like VRS Foods have locational advantage as they are present in the area where milk production is maximum and there is no control of any co-operative and Multinational companies in terms of milk procurement. So, they are open to procure more milk at comparatively lower rate than in those areas where there are co-operatives and MNCs having firm procurement base. The locational advantage however does not help more in case of saving transportation cost as most of the manufactured products are meant for export only. 4. 2. Conduct of the whey processing companies in India As already mentioned, the Whey processing plants are operating in commodity market. So there is no advantage in terms of brands. The advantage however lies with respect to availability of technology. Some of the compaies like VRS Foods have dimineralisation facilities unlike others. The summary of the conduct of the whey processing companies can be represented through table 6 provided below. Table 6: Conduct of whey processing companies in India Name |Name of |Major selling |Any alliance |Future | | |Brand |activity | |Targets/Remark | |VRS Foods Ltd |Paras |Export, Nestle |Nestle-Production |Handling capacity to | | | | |Contract |increase by 6 lakh/Day | | | | |(28%DWPC, | | | | | |600MT/Month-Lactose | | |Mahaan Proteins |Mahaan |Export, |   |UF line revamped | | | |Wockha rdt, GSK, | | | | |Novartis | | | |Modern Dairies Ltd |Nulife |Export |Olam International |Handling capacity to | | | | | |increase by 5 lakh | |Dynamix Dairies Ltd |- |Export ,Nestle, |Olam International |- | | | |Pharmaceutical companies | | | |Milk food Ltd |Milk Food |Export |- |- | |Bhole Baba Dairy |Krishna |Export, |- |- | | | |Pharmaceutical companies | | | Thus from the table we get that Dynamix Dairies Ltd and Modern Dairies Ltd sells their products to Olam International. For lactose, however Dynamix has local agent situated in Mumbai. Other companies export on their own brand. VRS Foods, Modern Dairies and Mahaan proteins are already thinking of increasing their handling capacities. This is likely to be operational by next year. 4. 2. 1 Where are the whey products exported? As already been mentioned, most of the whey products are exported to various countries. The export has also increased drastically during last two years. The major exporting destinations have been listed in the following table. Table 7: Exporting destinations of whey products from India |Country Name |2004 |% share |2005 |% share | |KOREA RP |391 |72. 11% |279 |10. 30% | |Canada |97 |17. 88% |0 |0 | |Bangladesh |40 |7. 6% |0 |0 | |BAHARAIN |11 |1. 99% |3 |0. 13% | |Oman |2 |0. 43% |82 |3. 05% | |Sri Lanka |1 |0. 23% |0 |0 | |Thailand |0 |0% |0 |0 | |CHINA P RP |0 |0% |2,091 |77. 30% | |Japan |0 |0% |174 |6. 4% | |Malaysia |0 |0 |75 |2. 78% | |Total(000, USD) |542 |   |2704 |   | |Annual Growth (%) in export|398. 9 |   |   |   | Source: www. apeda. com From the above table we find that the major exporting destinations for India are china, Korea, Japan, Malaysia and Oman. There has been change in the contribution in export from different countries. China has become the main ex porting destinations with more than 77% share in total export in 2005. This is primarily because of the rise in demand for whey based products due to emphasis of china government on sports and upcoming sports events. 4. 3. Performance of whey business in India The performance of whey business in India could be understood through performance under following parameters: 4. 3. 1 Efficiency of production: Efficiency of production mainly relies on the consistent and regular supply of raw material mainly milk . It has been observed that in lean season there is unavailability of milk and therefore the plant runs at lower capacity and thus efficiency reduces. As per the comments of industry experts, the output has been more than 100 % during flush season when there is regular and sufficient supply of milk. 4. 3. Profitability: The profitability of whey business is highly dependent ion the global prices foe WP, WPC, Lactose and the procurement price of raw milk. Over last two years it has been very profitable as the price of milk has remained same and the global ; prices of the products have sky rocketed. The profitability ranges from 10-30 % depending on price fluctuation as reported by industry persons. 4. 3. 3 Size of industry output: The size of Whey industry has been estimated to be around 45000 MT in India in 2007which is expected to grow very fast. With respect to global scenario, the Indian whey industry is expected to grow at more than 20% over next 4-5 years. 4. 3. Technical progress: Currently India is manufacturing generation one whey products. There are some cases (VRS Foods) where ion exchange etc has been added which lead to 2nd generation products. But in next 4-5 years the concentration is likely to remain on the production of 1st generation product only. 4. 3. 5 Growth: The whey industry is expanding very fast. As been mentioned earlier the daily processing of milk is likely to rise from 65 lakh ltrs/day to 105 lakh ltrs/day in India. Thus the growth is likely to be 60% over 2007 by 2009 in volumes. Similarly the export is likely to increase by more than 75% in next two years. 5. Value added products of whey proteins Whey constituents are used in various areas ranging from bakeries, confectionery to health products like infant formula and protein supplements. Apart from these, the use ranges from a normal whey drink to whey protein based drinks. Protein supplements have been classified into two broad categories based on its manufacturer. These are: Pharma protein supplements and Non-Pharma Protein supplements . Pharma protein supplements are manufactured by pharmaceutical companies while Non-Pharma Protein supplements are manufactured either by a nutrition or food company. 5. 1. Pharma protein supplements market in India 5. 1. 1 Some of the key features of protein supplements made by pharmaceutical companies are: 1. These products are consumed by the recommendation of doctors mainly and in some cases the past experience related to product use is the force to purchase these products. 2. This is an organized market and the players are well established in the market. 3. These products over the years have also become Over the Counter (OTC) products. It has been found that brands like proteinex symbolizes all range of protein supplements. Table 8:Indian Pharma Protein Supplement market. |Year:2006-07 |Volume (Ton) |Value | | | |( US $ mn) | |Proteinex sales |4274. 941 |95. 0197 | |Protein supplement market-sales(estimated-2007) |15267. 65 |270. 6537 | |Annual growth rate of protein supplement category (%)|17 |   | |Annual growth rate of proteinex (%) |25 |   | |Market share of proteinex (%) |   |28 | Source: Source:www. eac. dk/eac_en/ir/pr/2002, www. wockhardt. co. uk Some of the major brands of protein supplements available in India have been listed below in the table. Table 9: Major brands of Pharma protein supplements in India Brand |Manufacturer | |Proteinex |Wockhardt | |Protenose |Allembic | |B-protein |Britishbiologicals | |Spert |Novartis | |Alprovit |Alchem | |GRD |Cadilla | |Ultrich |Wallace | |Promolan |Piramal | |Resource |Novartis | 5. 1. Distribution channel of Pharma Protein supplements in India As already been mentioned, the Pharma protein supplements market in India is organized in nature. To understand the value chain of these products the proteinex channel has been used. The table shown below explains the distribution channel of proteinex. Table 10: Distribution channel of Pharma protein supplements in India. |Channel |Price at different levels(Rs/200 gm proteinex*) |% Margin | |Manufacturer |68. 5 |20 | |Superstockist |68. 5+27. 5=96 |3 | |Distributor |96+4. =100. 1 |7 | |Retailer |100. 11+9. 59=109. 7 |20 | |Consumer |109. 7+27. 4=137 |0 | Source: Informal talks with retailers and wholesale dealers in Ahmedabad. 6. Non Pharma Protein Supplement mar ket: Current Scenario Non pharma protein supplements market in India is at nascent stage . This is relatively less organized market when we compare it with the Pharma protein supplements. Basically there are two kinds of Non-Pharma Protein supplements based on their place of manufacturing: 1. Domestic: Indian 2. Imported 6. 1. Imported Protein supplements As the name suggests these are manufactured mainly in countries of European Unions, USA, and Australia. 6. 1. 1 These imported protein supplements have following key features in Indian context: 1. These are premium priced. 2. In many cases, these supplements don’t have traceability in terms of their manufacturers and importing-exporting agencies. In some cases however it was found to have these information. 3. These products have high protein concentrates, mainly whey proteins. 4. There are sole whey protein supplements available in the Indian market. Whey protein ranges from 35 % to 100%. 5. These supplements are having packing size ranging from 2. 2 lb to 10 lb. 6. The final price in the Indian market is dependent on the retailer as it was found to be reprinted on the jars/containers. 7. These products do not have consistent supply as expressed by some of the distributors. 8. These products are mainly sold by the gym owners and dedicated protein supplement stores. These products are largely unavailable in medical stores and Speciality stores. However in some cities like Mumbai, some Modern Format Stores like Big Bazaar is keeping this product. 6. 1. 2 Major imported brands in India Globally some of the famous brands of Non-Pharma Protein supplements have been mentioned below: AST Sports Science, Beverly Internationa, Biotest, Champion Nutrition, Cytodyne, Cytosport ,EAS Gaspari ,Instone Nutrition, Labrada Nutrition, Met Rx, MuscleTech, Optimum Nutrition, Pinnacle ProLab ,SAN Nutrition, Twin Lab, Universal Nutrition, VPX Supplements. However not all of these brands are available in India. Some of the famous brands which are available in India are: Optimum,Prolab,Hercules,Muscletech,EAS,Universal,Labrada, Amway etc. It was observed that Optimum brand has maximum reach in terms of placement. These brands have different variants based on whey protein content, special ingredients like Branched Chain Amino Acid (BCCA), other essential micronutrients etc. 6. 1. 3 Distribution channel of Non-Pharma Protein Supplements The distribution channel of N-PPS could be understood through following figure Figure 8: Distribution channel of imported N-PPS [pic] Thus we find that there are mainly 6 channels of distribution. Based on the responses of the gym owners, retailers, distributors, Modern Format Stores employees, the margin available for the intermediaries is between 40-50%. This further increases when the prices have been reprinted on the product. It has been expressed by these intermediaries that the distributors have a margin of 15-20% while retailers have margin of 25-30 %. These retailers and gyms have higher margin based on the number of intermediaries in the channel, the less the number of intermediaries, the more the margins available. Thus for modern format store as a placement point, the margins available for sharing is around 40-45% ,from which they can give discounts to consumers up to 5-10 % . This trend was seen in Mumbai unlike other metropolitan cities such as Delhi. Similarly, in some medical stores these products were kept and the discount was not available to the consumers. These retail points were garnering 30% of the margin. 6. 2. Indian Non Pharma Protein Supplement market  : current scenario The Indian non-pharma protein supplement market is unorganised in nature . There are many small players operating in different regions of the country. It has been observed that these players are not able to reach different regions of India. These protein supplements have not become a brand in India. 6. 2. 1 Some of the important features of Indian Non pharma protein supplements are: 1. It is manufactured by local and very small players. 2. Prices are kept higher to give it quality product look. 3. The exact composition i. e. protein source, its concentration etc is not mentioned. 4. The manufacturing date, location etc are not mentioned. Labelling is a problem in many cases. 5. These products are strongly thought to be having very harmful side effects. 6. These products have very high margins. It has been observed practically that the margin ranged from 40-60% for the retailer on these Non-pharma protein Supplements. 7. These products are mainly sold in packing size of 500gms, 1 kg, 2 kgs and 5 kgs. 8. These products find good penetration in medical stores and gyms. But these gyms and stores are of relatively lower category. 6. 2. 2 Some of the major Indian brands of non-pharma protein supplements are: 1. Nutramen 2. Endura 3. Stamin 4. Bodyplus 5. ESN 6. Some brands owned by gym owners like Talwalkers. These are the gym chains. They manufacture protein supplements for their own consumers. 6. 2. 3 Distribution Channel of Indian Non-pharma protein supplements The existing distribution channel for Indian non-pharma protein supplements have been explained using following diagram. Figure 9: Distribution channel of Indian N-PPS [pic] From above diagram it could be understood that there are three channels of distribution unlike imported NPPS. The margin available for the intermediaries is around 40%. These products however are sold mostly through gyms and medical stores. Supplements stores have very little share in the total off take, the exact quantity not available. From the diagram it is also very evident that the margins available for the distributor is 15 %. In some cases when he himself becomes the retailer i. e. the gym owner then he has margin of 40% from which he also gives discounts to the consumers. 7. Survey analysis 7. 1. Gym Goers Some of the key findings of the consumer survey based on nine cities have been listed below: 1. Profile of the gym goers: these mainly belong to class A1, A2, B1 category of SEC (Socio Economic Classification). Although the age ranges from 15 yrs to 60 yrs but mostly the gym goers are between 20-40 yrs of age range. They are students (mainly), professionals, executives, government employees, housewives etc. These people wear sporty, reputed and contemporary outfit. 2. Category of gym goers: 65-70% of members are male and 30-35 % is females. In small cities however the % of females is slightly less (20%). 3. Joining health clubs and gyms has become one of the key options for the people to keep themselves fit. 4. Awareness about the whey protein supplements is not adequate. People are not able to differentiate between sports, health and fitness drinks. 5. Most of the consumers, gym trainers and dieticians surveyed responded that whey protein is the best protein. 6. The gym goers perceive the fear of harmful effects of protein supplements. They think that these contain steroids. 7. Protein supplement users: approximately 30-40% of the gym goers are the regular members. On an average the % of gym goers is 10-12% of the total members. 8. The average member size of gym ranged from 250 in Karnal to 757 in Mumbai. The average of all these cities being 524 members per gym. 9. The average gym density varied from 38000 in Anand to 75000 in Delhi. Gym density is the population of the locality divided by the number of gyms in that locality. The average is around 53000. 10. Around 0. 98% of the population goes to the gyms. 0. 37 % of the total population are the regular members of the gyms. 11. Average Per capita monthly consumption of protein supplement by the protein supplement users is 830 gms and the per capita monthly expenditure is Rs 1370. 12. The purchase from the influence of gym trainers is 63%. More is in case of smaller cities than the bigger cities. 13. The aggregate demand of the N-PPS in Urban India is 2383 MT having value 427 crores. 14. Consumers view superior and high protein content, absence of any side effects, presence of other essential nutrients and mass building capacity of the product as the key attributes of the product. Price, brand, taste, and packaging did not find significant importance. Powder was understood product format for them. 15. Most of the consumers completely agree with Amul brand signifying quality, value for money and easy availability. 16. Most of the consumers somewhat agreed with the fact that big companies can enter into the N-PPS business . But they agreed that Amul can become a leader. 17. Developing value for money product, creating awareness and identifying the right distribution channel will be the key for Amul to become market leader. 7. 2. Key findings from Retailers and distributors interview/interaction These are based on the qualitative interaction with the current intermediaries in the distribution channel of the N-PPS. 1. Most of the retailers indicated higher margin in absolute term being the motivation for placing these products in their stores. 2. It has been observed that the off take of the product is more from gyms and recommended stores. The recommendation actually playing significant role in product off-take. 3. Retailers were agreeing on the fact that side effect is the main concern for consumer. 4. A trusted brand is needed for these products to be consumed by more aspiring people. 5. Amul could be successful provided it offers the similar kind of incentives in absolute terms to the placement points like retailers-gyms, Stores etc. 6. How Amul Creates and spreads awareness will decide the penetration of the product. 7. Purchase from retail outlets like big bazaar is possible when consumers are aware of these products. 7. 3. View points of dieticians and the food scientists Based on the views of the scientists of reputed institutes like National Dairy Research Institute, Karnal, the key factors which will decide the acceptance of these products will be development of products based on Indian likes (e. g. taste, flavour etc. and communication of these products to the consumers. The scientists expressed that the consumers must be educated about the whey protein being the best protein, and the convenience protein as it easily mixes into the blood. The dieticians at various gyms were acknowledging the fact that whey proteins are the best proteins. They also said that t he consumers are very anxious about the results. They expect quick results. Whey proteins because of very high Biological value produce fast result. Whey proteins can also be used for fitness and efficiency building. It can be used by fat and obese people. It not only compensates for their energy requirement but also provides lean muscle. Dieticians expressed that Body to Mass Ratio (BMR) is a very good indicator for protein requirement. 8. Estimation of Demand of Non-pharma protein supplements in India As already mentioned the Non-pharma protein supplement market in India is highly unorganised and very less secondary information is available in related to number of gyms, gym density, per capita NPPS consumption, market growth rate etc. Therefore primary research was done using consumer survey questionnaire, and checklist for retailers particularly gyms. Nine cities were taken into consideration. 8. 1. Following assumptions have been taken into consideration while estimating demand of NPPS in India: 1. The N-PPS are consumed mainly by the gym goers. 2. The list of the number of gyms available from internet and the number of gyms reported by the gym owners in each city were considered together. The former was given 30% weight and the later was given 70 % . The basic idea was to make an approximation based on the response of the gym owners, consumers and the available list. 3. The annual multiplication factor has been calculated based on the consumption pattern of protein supplements users. Generally a consumer uses the products for 7 months in a year. Around 20% of consumers leave the product in a month, while 80% continue for above mentioned period. Also 80% of the protein supplement users actually continue for 7 months. Thus multiplication factor = 0. 8*0. 8*7+0. 2*1=4. 68. 4. Average per capita monthly consumption of protein supplements (among users only) and their monthly expenses on it are the parameters used for demand estimation in terms of quantity and value. 5. The response of the retailers and gym owners regarding growth of the market has been considered for finding the average annual growth rate and using it for projecting demand for next 5 years. 6. The amount of N-PPS consumed is a mixture of 40 % and 70% whey protein powders. So, the final demand estimated will represent 55% whey protein containing N-PPS. Table 11: City wise demand estimation of N-PPS |Cities |Population |Number of gyms: | Listed gyms: |Estimated gyms |Gym density | |   |2007(approx. |response based |internet based |ratio:(70/30) |   | |Mumbai |19264521 |500 |214 |414. 2 |46510 | |Pune |4408248 |120 |71 |105. 3 |41864 | |Delhi |15095075 |250 |81 |199. 3 |75740 | |Gurgaon |1000000 |30 |   |21 |47619 | |Panchkula |200000 |12 |   |8. |23810 | |Chandigarh |900000 |40 |   |28 |32143 | |Karnal |200000 |10 |   |7 |28571 | |Ahmedabad |5304257 |100 |26 |77. 8 |68178 | |Anand |400000 |15 |   |10. 5 |38095 | |Total |46772101 |1077 |   |871. 5 |53669 | †¦ continued (table horizontally associated with next one) |Average gym |% of people |Avg monthly |Avg monthly |Supplement |Monthly | |goers/gym |going gym |consumption(gm) |budget(Rs) |user/gym | consumption(MT) | |757 |1. 63 |825 |1750 |74 |25. 14 | |580 |1. 39 |733 |1400 |65 |4. 99 | |471 |0. 2 |925 |1540 |59 |10. 90 | |467 |0. 98 |733 |1233 |65 |1. 00 | |367 |1. 54 |600 |850 |48 |0. 24 | |450 |1. 40 |1250 |1500 |39 |1. 37 | |250 |0. 88 |750 |1550 |40 |0. 21 | |450 |0. 6 |950 |1300 |33 |2. 40 | |500 |1. 31 |700 |1200 |40 |0. 29 | |524 |0. 98 |830 |1369 |   |46. 55 | Table 12: Demand estimation of N-PSS of top 35 cities of India |Population |Number |Total Population- |% representation |Representative |Annual |Annual | |20L-40L |5 |14329950 |13. 6 |Gurgaon, |83. 5 |117238752 | | | | | |Chandigar h | | | |40L-80L |5 |30816617 |31. 52 |Ahmedabad, |109. 7 |190222388 | | | | | |Pune | | | |>80L |3 |49839421 |68. 94 |Delhi, |244. |485241953 | | | | | |Mumbai | | | |Total |35 |126885770 | |Red bull |Energy |47 | |Monster |Energy |12 | |Rock star |Energy |11 | |Gatorade |Sports |85 | |Powerade |Sports |13 | |Lucozade |Sports |1 | In India however very few global brands like Red bull, Power House and Gatorade are available. 10. Demand Estimation of Sports and Fitness drinks in India 10. 1. Following features of sports and fitness drinks consumer could be used to estimate the demand of these drinks: 1. These are consumed by relatively rich class and upper middle class people. 2. Sports drinks are popular among 15-30 yrs while Fitness drinks popular among 30-60 yrs people. 3. These are sporty in nature and try to adopt the sporty culture very fast, so they like to wear brands related to sports. 10. 2. U. K sports drink market The U. K sports drinks market was estimated to be of 110 mn ltrs in 2006 by Zenith international, a market research agency. Per capita annual consumption has increased from 0. ltrs in 2000 to 1. 8 ltrs in 2006. Following graph shows the Per Capita Consumption of Sports Drinks in U. K. Figure 12: Per capita consumption of sports drinks in U. K [pic] The growth in per capita consumption can be understood from following diagram. Figure 13: Growth of U. K sports drink market [pic] From the a bove diagram it is quite evident that the growth rate was very high initially around 2000-02 but it declined in subsequent years and almost remaining constant at 13-14%. This pattern could be used to further project the demand. 10. 3 Some of the assumptions being made for demand calculations are: 1. The pattern of consumption of U. K has been used as an indicator. 2. Adoption of sporty culture has been considered as a comparing parameter. 3. Per Capita annual Income of U. K people has been used to identify the potential consumer. 4. The relationship between Per Capita annual Income and Per capita annual consumption has been used to find out demand for similar kind of Indian consumers. 5. Urban population has been considered only. 10. 4 Steps followed 1. The relationship between PCI and PCC for U. K consumer is estimated using simple regression analysis. The relationship was significant and the model was robust. The relationship obtained is: PCC (Ltrs) =-2. 51175+0. 00123PCI (PPP) 2. The segment of population having comparable income to PCI of U. K is found out from secondary data available at www. ncaer. org. The PCI data is converted from nominal to PCI -PPP (Purchasing Power Parity) in dollar terms using 1$ =Rs 42 as conversion factor. 3. Conversion factor for PCI (nominal) to PCI(PPP)=Current PCI (PPP) of In dia/Current PCI(nominal) of India=$4031/$885 =4. 55 4. The Urban population belonging to age group 15-30 yrs and 30-60 yrs has been taken from www. censusindia. net . For both the population 0. 6 multiplication factor has been used assuming all males and only 20% of the females as the customers. 5. The adoption of sporty culture has been calculated from the responses of the consumers while conducting consumer survey. The brands like Nike, Adidas, and Reebok have been used for this purpose. 50% of the consumers were of this category. So to the total consumers estimated in step 4, 0. 5 has been multiplied to obtain the potential customers. 6. By using the relationship in step 1 and Income from step 2, PCC of sports drinks can be calculated. This has been multiplied by the number of potential customers obtained in step 5. This will give the total demand of the sports and fitness drinks. Following table shows the demand of Sports and Fitness drinks in Urban India. Table 14: Calculated Demand of SFD in India [pic] 1. Amul Capabilities To understand whether Amul could be able to tap this lucrative market, following capabilities have been analysed: 1. Availability of raw materials-whey 2. Technical capabilities. 3. Marketing capabilities. 11. 1. Availability of raw materials-whey Currently the sources of whey for Amul are: Paneer, Shrikhand and Cheese. Following table shows the current availability of the whey for Amul. Table 15: Sources of whey in Amul [pic] As mentioned in the above table, the annual growth rate for cheese, paneer and shrikhand demand could be used to project the availability of whey in next five years. Based on following information the gap between the availability of whey and its demand could be estimated: 1. One Kg of whey protein could be obtained from 143 kgs of liquid whey as liquid whey has 0. 7% whey protein. 2. The sports and fitness drinks will have 5% whey protein. 3. The average whey protein concentration of the N-PPS demand calculated is 55%. Figure 14: The future projections of Whey production in Amul [pic] Following table shows the aggregated gap between the availability and total demand of whey protein based sports and fitness drinks and N-PPS. Table 16: Estimation of gap between the production of whey and demand of whey based substances (N-PPS/SFD).    |Lakh ltrs |Lakh ltrs |Whey proteins |Demand- |Whey protein |Equivalent | | | | | |NPPS | | | |Year |per day |Available |available(MT) |55% (MT) |Content |Whey(Lakh ltrs) | | | | | | |(MT) | | |2007 |2. 19 |658 |461 |2374 |1306 |1865. 3 | |2008 |2. 91 |872 |610 |2843 |1564 |2233. 8 | |2009 |3. 88 |1164 |814 |3419 |1 880 |2686. 4 | |2010 |5. 21 |1562 |1094 |4130 |2272 |3245. | |2011 |7. 03 |2109 |1477 |5011 |2756 |3937. 2 | †¦ (Continued horizontally) |SD/FD |Total Whey Required |Difference |% Whey availability | |(lakh Ltrs) |(Lakh ltrs) |(Demand-Supply)-MT | | |67 |1932 |1274 |34 | |163 |2397 1525 |36 | |285 |2972 |1808 |39 | |438 |3683 |2121 |42 | |628 |4565 |2456 |46 | Thus the whey available is able to meet around 35% of the total demand of N-PPS and SFD. 11. 2. Amul Technical Capabilities: Size of the Whey processing plant Amul currently does not possess any whey processing plant. As there is availability of whey already, to operate efficiently i. e. leverage upon economies of scale it will have to divert some milk for whey production. It has been observed that the whey processing plant in India is having handling capacity between 5-10 lakh ltrs per day . The capital investment on these plants have been from 60-100 crores. Assuming the plant of capacity 10 lakh ltrs/day, the amount of whey generated will be 67% i. e. 6. 7 lakh ltrs. So the initial difference would be 4. 5 lakh ltrs of whey i. e. 6. 7 lakh ltrs of Skim milk (S. M). Assuming Amul to capture share of 50% of current demand, the capacity required after 5 years hence will be around 8 lakh ltrs of whey i. e. 12 lakh ltrs of S. M. So ideally the plant handling capacity could be 12 lakh ltrs per day. Table 17: Realisation from By-product plant at current market price.    |Qty(Kg) |Price(Rs) |Total(Rs) | |Skim Milk (S. M) |100 |13 |1300 | |Casein |2. 7 |350 |945 | |Whey protein-35 |2. 00 |250 |500 | |Lactose |3. 40 |100 |340 | |Realisation on S. M | | |485 | |% Realisation on S. M | | |37 | |All other [email  protected]% | | |325 | |Net realisation | | |160 | |% Net realisation | | |12. 31 | For 10 lakh ltrs milk per day or assuming 300 working days, the net realisation will be Rs 48 crores. The investment made on the plant is around Rs 120 crores for 10 lakh ltrs plant. Return on capital employed would be=48*100/120=40%. Currently Amul has two facilities for product development: 1. Vidya Dairy ,Anand 2. Khatrej Cheese Plant 11. 3. Marketing capabilities of Amul For product like Protein Supplements and sports and fitness drinks it is very important to assess the marketing capabilities before launching the product as these products require non-conventional distribution channel and promotion activities. 11. 3. 1 Analysis of Amul as a brand It is very important to understand the popularity of Amul Brand among the potential customers. This will indicate the acceptance of Amul products. The analysis included consumer survey. The consumers were asked the question what Amul is known for. The responses were scaled from 1 to 7, 1 being ompletely disagree, and 4 being neither agree nor disagree and 7 being completely agree. The responses have been summarised below. Table 18: Amul as a brand |Features of Amul brand |Mean |Median |Mode |Remarks | |Quality |6. 15 |6 |6 |Strongly Agree | |Fair Price |6. 08 |6 |6 |Strongly Agree | |Value for money |5. 93 |6 |6 |Strongly Agree | |Amul market leader |5. 5 |6 |6 |Strongly agree | |Availability of product |5. 59 |6 |5 |Strongly Agree | |Big company entry |4. 2 |4 |4 |Don’t agree | |Amul fit into sports nutrition |5. 3 |5 |5 |Somewhat agree | |Amul capability |5. 28 |5 |5 |Somewhat agree | |Existing Distribution/Branding |4. 53 |5 |6 |Somewhat agree | From above table it is evident that most of the consumers strongly agreed that Amul is known for its quality, value for money, fair price, and availability of products. Amul can become market leader is well accepted by the consumers. However the challenge lies in fitting the Amul brand into sports nutrition and identifying suitable distribution channels for such products. The consumers also hinted that by creating awareness this problem could be sorted out 2. Market entry strategy for Amul It has already been identified that the whey business is highly lucrative both as a commodity and in mass market. However sustenance of profitability with less risk lies in mass market. Amul should take the advantage of being the first mover into this category in India . It can leverage upon its brand. The market entry will include following marketing decisions: †¢ Market segment †¢ Target customers †¢ Positioning †¢ Product, Price, Place and Promotion related decisions. 12. 1 Market segmentation: The market for these products i. e. Non-Pharma Protein Supplements (N-PPS) and Sports and Fitness drinks (SFD) could be segmented on the basis of age, location, lifestyle, income, household category etc. The segmentation for N-PPS has been shown in the following table. Table 19:Market segmentation for N-PPS [pic] Similarly the segmentation for SFD consumers could be done as follows. Table 20: Market segmentation for SFD. Age group |15-30 yrs for sports drinks,30-60 yrs for Fitness drinks | |Sex |Male/female, mainly male | |Place |Urban | |Profession |Upper middle class, Rich class | |Occupation of the head of the family |Middle to senior executives, Professionals | |Household category |A1,A2 | |Clothes and sports |Reputed, branded, s porty | |Culture |Westernization | 12. 2. Target segment This is very important as it gives idea about those customers which have maximum potential to purchase these products. To accurately identify the target customers for N-PPS, Discriminant analysis (see below) was done . The results show that those customers who have very high Value for Money (VFM) are most likely to buy these products. So the target customers for N-PPS will be 20-25 years old, gym- goer males. [pic][pic] Eigen value, Wild’s Lambda and significance were 0. 71, 0. 58 and 0. 00 respectively which shows that the model is robust. Here 1 and 2 signify those customers who will buy and will not buy Amul products respectively. Initially the target customers for SFD will be high income category gym going p