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ENGLISH 1119 TRIAL SPM PAPERS FROM OTHER STATES 2012 STATE KELANTAN POEM Are You Still Playing Your Flute? NOVEL A character that inspires you DIRECTED WRITING An article for the school magazine on how to lead a healthy lifestyle SBP He Had Such Quiet Eyes A character who portrays a moral value in the story. A Report to the Principal on â€Å"the causes and effects of haze† KEDAH Are You Still Playing Your Flute? â€Å"Caring towards others is an important value† How is this portrayed in the novel? An article for the school magazine about some study tips to improve students’ cademic performance PERAK Nature A character that shows determination A Report to the Principal on â€Å"the causes and suggestions to overcome the rise in disciplinary cases†Ã¢â‚¬ NEGERI SEMBILAN Nature A character you feel sorry for. Give reasons A Letter of complaint to the manager of a restaurant MELAKA He Had Such Quiet Eyes An important lesson learnt from the novel. Give evidenc es An article for the school magazine about the last 5 years spent in secondary school CONTINUOUS WRITING 1) Describe something that you enjoy doing most 2) How teenagers should spend their time ) What will you do with your money if you are rich? 4) Write a story beginning with: â€Å"When I heard the news, I†¦Ã¢â‚¬  5) Life 1) Describe a scene after a disaster 2) A pleasant dream. 3) Write a story ending with: â€Å"†¦he left and closed the door behind him quietly. † 4) Success comes to those who work hard. Do you agree? 5) Strength 1)Why should children help their parents at home? 2) Describe the scene during recess in school 3) Power 4) My life is a joy 5) Write a story which begins with: â€Å"It was a miserable day until the phone rang†¦. † 1) An ideal holiday )The benefits of saving when you are young. 3) Social networking brings more harm than good. Discuss. 4) Write a story which begins with: â€Å"I woke up and could not remember what had hap pened†¦. † 5) Choices 1) Describe a fund-raising project you had participated in recently 2) Teenagers should not be allowed to drive. Do you agree? 3) If you had the chance, which foreign language would you like to study? 4) Write a short story beginning with: â€Å"She had been crying all day. † 5) Holidays 1) Describe the strangest person you have met in your life ) Write a story ending with: â€Å"†¦goodbye forever. † 3) Social networking brings more advantages than disadvantages. Do you agree? 4) My ideal school 5) Movies SELANGOR He had such Quiet Eyes A character whom you like the most An article for the school magazine about some acts of kindness that you can practice 1) Describe a journey that you have enjoyed 2) Do you think parents should be sent to a home in old age? Give reasons. 3) What are the qualities you look for in a friend? 4) Write a story beginning with: â€Å"I listened to her words†¦.5) Fast food PAHANG – He had such Quiet Eyes â€Å"Family relationship is important in one’s life†. How is this shown in the novel? An article for the school bulletin about the Do’s and Don’ts when attending a job interview 1) Describe an enjoyable day you have experienced in your life 2) Save water to save the Earth. Discuss 3) My dream job 4) Write a story beginning with: â€Å" It was a promise of wonderful happenings†¦Ã¢â‚¬ ¦Ã¢â‚¬  5) Teacher PULAU PINANG Are You Still Playing Your Flute? Give some instances that show the character’s courage An article for the chool magazine about how to make your classroom a conducive place to study TERENGGANU Are You Still Playing Your Flute? â€Å"It is important to have a strong family relationship†. How is this shown in the novel An article for the school magazine about a cleanliness campaignMARA Nature A decision made by a character that has changed his/her life An article for the school magazine on â€Å"Road safety tips for students† 1) Describe a dream you will never forget 2) Co-curricular activities build character. Do you agree? 3) The qualities of a good friend ) Write a story beginning with: â€Å"It was like any other normal Monday morning †¦. † 5) Secrets 1) What I like about myself 2) â€Å"Teenagers nowadays lack the sense of responsibility†. Do you agree? 3) Health is wealth 4) Write a story ending with: â€Å"†¦we were glad as it was finally over† 5) Smiles 1)Describe a scene at the school canteen during recess 2) Parents should allow teenagers to make their own decisions. Discuss 3) If you had a day to do anything you like, what would you do and why 4) Write a story beginning with: â€Å"I couldn’t believe my eyes†¦Ã¢â‚¬ ¦Ã¢â‚¬  5) Wishes PERLIS

Was Alexander Really Great?

Greatness is an umbrella term that can hold several different meanings and interpretations. In the case of Alexander the Great, it has a very specific meaning that reflects upon the achievements and success of his life time, despite the many character flaws and failings he undoubtedly possessed. Alexander the Great definitely deserves this appellation for three main reasons. Firstly, he conquered an incredibly vast area for his young age and lack of experience; secondly he left his mark on society which has lasted till contemporary day; and thirdly he completely revolutionized military techniques and styles.Firstly, Alexander the Great fought in horrific battles that rewarded him with a huge amount of land, resources and prosperity. He engaged in conflicts including the Battle of Granicus, Battle of Isus and the Battle of Tyre, leading him to conquer nations now known as Turkey,Israel, Lebanon, Syria, and a large portion of India. His ambition certainly paid off, and as Arrian, an hi storian living at the time of Alexander wrote, †Ã¢â‚¬ ¦He would always have searched beyond for something unknown, and if there had been no other competition, he would have competed against himself. This source is quite reliable, as it reinforces other accounts of his attitude correctly, however Arrian basically recorded all the conquests of Alexander the Great, so it may be influenced or recorded with a certain bias that Alexander himself imposed. Secondly, Alexander the Great helped to establish Greek society and spread it over the world. He single handedly created a culture that has maintained itself till this very day. It truly is a great feat to form a society, including language, etiquette, customs and traditions that will last thousands and thousands of years.Historian Professor Paul Cartledge stated in his manuscript Hunting for a New Past â€Å"the great leader's achievements – both in his lifetime and posthumously are simply staggering, as they have lasted th e generations to still be evident today. † Cartledge’s opinion, although we must keep in mind it is only his opinion, is certainly reliable as he is a modern day expert on Greek culture and greek history, quoting in an edited and published official manuscript.Lastly, the military wisdom and knowledge that Alexander the Great not only possessed, but created himself, is astounding. The number of battles and wars he planned and executed is truly great, and especially in such a successful manner. This is one of his greatest attributes, and the skill he is most remembered for. A tapestry called Alexander the Great in Battle, discovered in 1661 by archaeologist Charles le Brun, reflects upon this concept. It depicts Alexander riding into battle and slaying his enemy with strategy and premeditated decision.Although it may be not completely reliable as it seems to portray the romantic myth of Alexander as a ferocious and fearless warrior, it does hold a concise example of his s kill in military prowess. Overall, Alexander the Great deserves his namesake because despite having many character flaws, he was an exceptional man who achieved some astounding feats. The vast land he conquered at such a young age, as well as his long lasting impacts on Greek society, and finally his military intelligence and success prove that Alexander truly was a great individual.

Nature is such a beautiful place Essay

Life is getting hard and expensive as the years are passing by. The prices on food, and other utility prices are going up. People have school, work and a family to look out for and do not have the time to enjoy the simple things in life that earth has to offer which is nature. In the essay of â€Å"An entrance to the Woods† Wendell Berry. He admits to living such a fast paste of life that is hard to come back down to the ground and enjoy what is in front of him. People pass by things so quickly and don’t pay attention that they fail to appreciate them. Once a person slows down, they could see what surrounds them. Nature is a good way to find yourself because it is easy to escape from the influence society has. Nature has away of taking away the things that are stressing us and giving away a chance to become refreshed. â€Å" In the middle of the afternoon I left off being busy at work, and drove sixty or seventy miles an hour, hardly aware of the country I was passing through, because on the freeway one does not have to be. The landscape has been subdued so that one may drive over it as seventy miles per hour without any concession whatsoever to one’s whereabouts. One might as well be flying. Though one is Kentucky one is not experien cing Kentucky. One is experiencing the highway, which might be in nearly any hill country east of the Mississippi.† (Berry, 88) During berry’s time in the woods, he writes â€Å"A man enters and leaves the world naked. And it is only naked–or nearly so that he can enter and leave the wilderness. If he walks, that is; and if he doesn’t walk it can hardly be said that he has entered. He can bring only what he can carry– the little that it takes to replace for a few hours or a few days an animal’s fur and teeth and claws and functioning instincts. And comparison to the usual traveler with his dependence on machines and highways and restaurant and motels–on the economy and the government, in short–the man who walks into the wilderness is naked indeed. He leaves behind his work, his household, his duties, his comforts–even, if he comes alone, his words. He  immerses himself in what he is not. It a kind of death.† (Berry, 90) We came to this world naked, and that is how we should enter and leave the wilderness. If we walk using our feet and explore the wilderness that’s how we can say that we entered the wilderness. The little that we bring to survive, it is gone in a few hours or days. An animal uses its fur, teeth and animal instincts to survive versus a traveler that needs machines, highways and restaurants and motels. To be in the wilderness one has to leave behind the work, the household, duties and comforts and even his words. One has get out of its comfort zone, and use your own abilities to survive the wilderness. It is like taking a risk of death. Wendell Berry own experience where he is up and left civilization. The work setting to enter a nature environment devoted to being self efficient on nature. Berry loved and respected nature, he wanted to develop his appreciation further, as he wanted it to evolve and understand for it. He wanted to know how nature worked, and learn it’s reason for being. Berry’s goal was met through this act and it was gratifying experience to escape from moderation and become organic. Berry realizes the purpose of the trip, but the connection to nature cannot replace to connection to man. In the essay of â€Å" Why I went to the woods† by Henry David Thoreau. Thoreau tried to produce his own crops, to live from the labor of his own hands, and to get rid of all the complicating things that distracted him from life’s true meaning by living in the woods. †Thoreau wanted time to read, write, and think. He wanted to make time for nature. And he wanted to test himself, to see just how much he could simplify his life, to determine how much time he could save to do what he really wanted to do with every minute of everyday†( Thoreau, 700) Thoreau mentions that he wants to live a deliberately life. To live deliberately means to take care and think of everything that you do in life, and not to do anything just for the heck of it. Everything that we do has to have a purpose and a meaning, and that is not a waste of time. â€Å"slow down rather than to speed up, to saver a few things fully rather than sample many things fleeting, and have time to decide what, in the long run of his short  life, matters most and why.† (Thoreau, 700) â€Å" I went to the woods because I wished to live deliberately, to front only the essentials fact of life, and see if I could not learn what it had to teach, and not, when I came to die, discover that I had not live I did not wish to live what was not life, living is so dear; nor did I wish to proactive resignation, unless it was quite necessary. I wanted to live deep and suck out all the marrow of life, to live so sturdily and Spartan-like as to put to rout all that was not life, to cut a broad swath and shave close, to drive life into a corner and reduce it to its lowest terms, and if it proved to be mean, why then to get the whole and genuine meanness of it and publish its meanness to the world, or if it were sublime, to know it by experience, and be able to give a true account of it in my next excursion.† ( Thoreau, 701) By living in the woods he will be living a simple life away from civilization and to see his strength and weakness. By not being accustomed to that type of lifestyle he might die. When all hope is gone he realizes there are many things he have not tried. The simplest things in life could be and mean much more. Life is precious.

Textile industry in India Essay Example | Topics and Well Written Essays - 2000 words

Textile industry in India - Essay Example In this case, the paper has defined the Indian and Vietnamese textile industry’s macro-economic environment through a an economic analysis in order to illuminate the key factors that can be utilized to maximize the efficiency and competitiveness of the industry. Up to the point where the Indian economy was liberalized, the textile industry in the country was essentially disorganized. However, the industry has now risen to being the second biggest textile industry in the world; second only to China. In this way, textiles account for 38% of total exports in the country; therefore making textiles an industry of extreme importance upon which a great deal of India’s economic strength relies upon (Singleton, 2007, p. 22). Comparatively, the textile industry in Vietnam is one of its largest industries; as well as a key economic contributor. Textile exports from Vietnam, despite the economic difficulties facing the country, have continued to improve with present goals aimed at becoming the third largest textile exporter after China and India. The factors discussed in this paper affecting the Indian and Vietnamese textile industries such as political factors are vital since lack of stability would adversely affect it. Because the economies of Vietnam and India are dependent largely on the manufacture and export of textiles, which accounts for 29% and 27% of foreign exchange respectively, social and economic factors are also important as factors of influence (Nash, 2007, p. 21). Analysis of Macro environment in India & Vietnam Firstly, with respect to the GDP of these systems, the researcher can readily note that Vietnam represented a 2011 GDP of approximately 129 billion USD whereas India represented a GDP for the same period of approximately 1.85 trillion USD. Although the overall size of the Indian economy dwarfs that of Vietnam, this cannot be understood in and of itself as a defining factor or differential between the two. Ultimately, the extreme diffe rential in GDP can be understood as a function of the overall population differential that is extant between the two nations. Whereas India represents a population of well over 1.24 billion, Vietnam only boasts of a total population of around 88 million individuals. As a function of this differential, is it easy for the researcher to understand why the overall GDP differential is as expansive as it has been represented in the figures displayed. Comparatively, Vietnam has experienced a rapid rise in per capita income over the past decade. Whereas just a few brief years ago Vietnam struggled with massive amounts of poverty with many of its citizens earning less than 150 dollars per year, the rapid rise in the growth of Vietnam’s middle class and a high level of industrialization and trade has meant that the average per capita income has risen to nearly 1,130 per year by 2010. This rapid rise in the average per capita income in Vietnam can be attributed to a host of factors; how ever, for purposes of this analysis, it would not be unreasonable to assert that the rapid growth in the textile industry in Vietnam has been one of the main contributing factors to spurring economic growth and benefitting the overall quality of life for many

Discuss Phosphorous Cycle Essay Example | Topics and Well Written Essays - 750 words

Discuss Phosphorous Cycle - Essay Example Thus, the phosphates present in the plants through irrigation or through natural absorption of soil water, become part of the constituents of growing plants in the ecosystem. Plants, however, do not remain unused; they are consumed by herbivorous animals, as fodder and by man as herbs and vegetables. As a result, phosphorous, in the form of the phosphates originating in the weathering of rocks, enters into the bodily systems of herbivorous plants and animals, and unites in the process of transformation or metabolism to form other chemical compounds of phosphorous. The process does not end there, as both man and animal pass out waste matter in the form of urine and excreta (Joiner, 75). Man and animals pass these out into or onto soil, or into lavatories (from lavatories, these wastes ultimately arrive in the soil). Alongside these process is the decomposition of dead plant or of animal and human bodies, which releases already absorbed or digested phosphates ( Mariah, 95). Thus, conve rted phosphates enter the soil, and close the cycle there. The above description is basically the process of the phosphorous cycle. ... Sewage farm, for instance, is farm which is irrigated with "sewage irrigation" (i.e. irrigation by sewage liquid), while sewage grass is grass grown on land fertilised by sewage. Thus phosphate waste matter is used to nurture plants, which store them up for animal and man, and for the enriching of farm soils, from which plants take nourishment or off which they may be washed into rivers and streams. Also relevant in the phosphorous cycle is the aquatic system, which includes plants and their environmental streams and rivers. Phosphates (from fertilisers or weathering of rocks, for example) not used by aquatic plants find their way into streams and rivers, and settle at the floor these waters. When these waters are stirred up (perhaps by man or fish), part of these settled sedimentary phosphates may re-enter the phosphorous cycle, through spilling over onto soils.In summary, therefore, the phosphorous cycle involves the transformation of phosphates from some liquid form into some solid form - or vive-versa - through the internal chemical processes of the interaction of the ecosystem constituents. Beginning with assimilation of phosphates into soils through rock weathering, its ends with the assimilation of phosphates back into the soil through the decomposition and excretion of plant, man, and animal. However, while phosphates are advantageous and essential to life and agriculture, they do at times have their adverse effects. A typical instance is its negative effect on fresh water. Typical fresh water is neutral, i.e. it has a PH value of 7; it is colourless, tasteless and odourless; perfectly fit for drinking, for cooking and for washing. But when excessive phosphates are allowed to enter into a reservoir or pool of fresh water

Tomb of Itimad Al-Dawla Research Paper Example | Topics and Well Written Essays - 2250 words

Tomb of Itimad Al-Dawla - Research Paper Example The top was built in the seventeenth century. Generally, the tomb is regarded as being representative of the period of transition in Mughal architecture (Sagar, 1992). It combines the architectural designs of the first phase of this architecture and the second phase. The elements of transition are always witnessed in the use of red sandstones while the second phase was effectively realized with white marble. Generally, this tomb represents all the artistic and architectural elements of seventeenth century Indian-Islamic architecture that combined influences from a range of other civilizations that had brought strong impacts on India’s cultural life. The tomb of Itimad ut Daulah is widely regarded as having set the trends that would later define the progress and development of Indian architecture. In essence, it was assumed that some of the influences that brought together the elements of art would be captured in the expression of art as a representation of both religion and cu lture. Preceding works of architecture took up the skills and designs of this tomb and evolved them in ways that were symptomatic of the transition of architectural works (Chandra, 2003). It is on this ground that the tomb is regarded as having set the pace for the Taj Mahal. Marble was mainly used to emphasize on the aesthetic value of the structure. The architecture was largely made to capture the aspect of nature as it fitted within the concept of architectural beauty. The tomb of Itimad ut Daulah was designed with numerous outbuildings and features a range of gardens all around it. Ultimately, the design was made to mirror certain aspects of beauty as represented within the cultural values and aesthetics of Indian and Islam. The tomb of Itimad-ud-Daulah is located close to a river known as Yamuna. The proximity to the river was meant to enhance the aesthetical elements of the tomb, particularly from the natural aspect of beauty. Merging architecture with nature was one of the ha llmarks that defined the quality of the seventeenth century Indian architecture. The magnificence and size of the tomb are brought out in ways that offer strong hints of affluence and power. In some way, these qualities might be used to offer glimpses into the extent of the economic power of the Indian state as it reflected in the seventeenth century. In essence, some of the issues that attend to the aspect of power might be understood in terms of the manner in which the material aspects of the culture and economic life are represented. It is also possible to tell much about the socio-cultural, political, and cultural life by observing some of the symbols that feature in the marble decorations. For instance, images of wine bottles and vases of bouquets feature prominently among the decorations. Such images are important signs that bring out the society represented as one the cherished high values and some kind of good and ostentatious lifestyles. In essence, the tomb could be regard ed as some kind of a giant symbol or signifier that illustrates the totality of life as lived through the economic, political, and cultural front. The determination of these forces might be considered as one of the most manifest signs

Child Poverty and Guaranteed Income in Canada Research Paper - 1

Child Poverty and Guaranteed Income in Canada - Research Paper Example The disagreements around a guaranteed income seem to focus around the concepts of charity vs entitlement. These disagreements, rest upon differing perspectives of child poverty and guaranteed income. For the purposes of this paper, we will agree on a definition of poverty that has been cited by 111 books, from 1962 to 2008, according to the Google search listing of citations, for search phrase, â€Å"child poverty†. The poor shall be taken to mean persons, families and groups of persons whose resources (material, cultural and social) are so limited as to exclude them from the minimum acceptable way of life in the Member State in which they live (Vieminclox and Smeeding, p. 34). This is a fair definition when speaking about poverty in general, or world poverty, because it assumes differing living standards in all countries, differing national priorities, and the multiple aspects of resources rather than limiting the concept to money. Countries, of course, generally state a spec ific monetary level, below which is poverty, and above which is not poverty. This legalistic definition is less pragmatic, however, because people’s circumstances differ greatly and resources vary with a range of circumstances beyond income. For example, a healthy family living with three homeschooled children in a rural intentional community will require fewer resources, per capita, than a young executive couple with a staggeringly high mortgage, a parent with Alzheimer’s, maintained in a nearby facility, three family members in psychoanalysis, a high-interest credit card balance and two children in private school. The needs of each family are quite different. Highlighting the quoted definition for poverty, and adjusting it to focus on child poverty, is a suitable definition by Canadian standards also, because Canada does not specify an official poverty line but uses a lower income cut-off (LIC), relative to situational factors, below which the standard of living woul d be challenged, but not necessarily fitting the definition of poverty (Segal). The National Council of Welfare and most social policy researchers use the LIC as their preferred measure of poverty, even though it was never intended to be used that way and even though doing so gives a greatly inflated picture of people’s discretionary income (Goldberg). Considering this idea of poverty relativity, it is intriguing to note that Canada is one of the richest nations in the world, yet is ranked extremely low, by comparison with other developed nations, for child well-being. This is in spite of the Canadian government’s ratification of the 1991 United Nations Convention on the Rights of the Child (Free the Children; Howe and Covell), in which the elimination of child poverty was articulated as a foremost priority. Of course, ratification is not legally binding or enforceable, but it does indicate public and formal political agreement and obligation to cooperate with other na tions to eliminate child poverty, and focus attention and action on this issue. It has meaning. I will address questions of why Canada is still ranked low for child well-being; whether poverty is income based and what the key variables are in urban and rural poverty in Canada; which groups are most affected; and what are the outcomes of child poverty. I will discuss evidence of social and political motivation to end child poverty in Canada and will raise social change scenarios to direct

Systemic paper review Essay Example | Topics and Well Written Essays - 1000 words

Systemic paper review - Essay Example The performance of nurses’ in the health care system of today is mainly centered on the quality care, which is mostly measured by outcomes of patients and the organizational goals achievement. The severe shortage of nurses has caused many units to be in a mode of crisis, which as a result of patient acuity increase, expectations of nursing work and technological advancement, is intensified. Job performance in general relates to the success of an organization. It is, however, not one person simply performing his or her work well because they feel like it. Performance is the behavior of an organization. In an environment of work where there are strains by changes in the organization and constraints in finances, managers and nurse leaders would still be accountable for the organization’s success. Behaviors of nursing leadership are found to influence the ability of nurses’ to surpass the expectation of their employers in meeting the goals of the organization. Furthermore, styles of leadership that support needs of staff have reduced burnout also, by nurses’ being influenced to perceive their environment of work as, instead of overwhelming, it being a challenge. The performance of nurses’ is directly associated with the outcome of patients, and styles of nursing leadership have an impact on the goals of the organization being met (MacGregor, et al 2010). Designed systematic review collecting evidence on the relationship between the performance of nurses and leadership from the perspective of the nurses to understand leadership roles in motivation performance has been carried out. It revealed that when confidence was expressed by the nurse leaders in the ability of their subordinates to perform at a level that was high, the nurses felt their performance empowered. This was because they felt important through freely making decisions and engaging or proposing without necessarily having

New Business Concept Assignment Example | Topics and Well Written Essays - 500 words

New Business Concept - Assignment Example They are able to procure furniture at significantly lower price compared to regular purchases of furniture. The nearby resident area where apartment sprawl in numbers are the main target market of Furniture Unlimited. The target market being apartment dwellers belongs in the lower middle class segment and therefore is sensitive to price which is advantageous to Furniture Unlimited because its furniture are more cost effective compared to the regular price of furniture. Its proximity to the market is also advantageous in reducing cost as freight expense will be relatively lower due to the short distance of the business to the market. If the customer is sensitive to cost, they could get the most value to their money because many of the furniture sold are heavily discounted it being a second hand. They also have a choice of low priced brand new furniture with the same advantage of procuring them at lower cost. Furnitures Unlimited will differentiate from its competitors in terms of pricing. Its target market are apartment dwellers who are price sensitive and it will make the business more attractive to this market segment by lowering its price significantly. This can be done by offering more choice of excellent quality second hand furniture at prices which customers cannot compete. Competitors who would engage in price war with Furniture Unlimited cannot compete because the furniture were bought at a discount while theirs were bought at a premium, it being brand new. The company set up shall Limited Liability Corporation to protect its owners from liability in case the company will not be successful. It will be managed both by John and Alex. John being a business major will serve as the general manager and will oversee the business. Alex is a furniture expert who would ensure that the second hand furniture sold to customers are still of excellent

Comparative european politics Essay Example | Topics and Well Written Essays - 2000 words

Comparative european politics - Essay Example , influential, majoritarian leadership results in superior policy outcomes, Westminster democracies fail to surpass consensus democracies (Lijphart 2007). On a number of pointers, such as inflation, consensus democracies essentially outperform Westminster democracies; in general, they perform slightly better, which somewhat implies that consensus democracies execute no worse (Lijphart 1999). Moreover, consensus democracies have a more moderate, benevolent attributes: better environmental protection, more welfare support, more foreign assistance mission, lower imprisonment rates, and less exercise of capital punishment (Lijphart 1999). Consensus democracy has certain benefits for extremely divided states. Majoritarian democracy may be denounced for ruling out nearly half the population from the decision-making or law-making process, as it can exclude 49.9% of the population from the governmental process (Crepaz et al. 2000). In the existing literature, it is claimed that this disapproval is invalid on two situations (Lijphart 2007). First, if the current minority has an actual opportunity of becoming the future majority, then exclusion perhaps is not a critical dilemma, because each half of the nation alternates being in charge, which will have a tendency to regulate exploitation of the marginalised by the mainstream (Mair 2005). Second, if a country is adequately unvaried, then non-inclusion might not be a critical dilemma since the barred interests of the minority do not diverge much from those of the majority (Ersson & Lane 2003). Lijphart (2007) challenges these two premises by emphasising that in several coun tries, particularly in societies with deep-seated ideological, religious, linguistic, or ethnic divisions, neither situation is valid. These deep-seated cleavages can thwart crossover voting, stopping the current minority from having an actual opportunity of being a future majority (Lijphart 2007). Furthermore, there is unlikely to be a great deal of

Flow Measurement Using Venturi Meter Lab Report

Flow Measurement Using Venturi Meter - Lab Report Example All these were ascertained through the aspect of making appropriate records as per the experimental results and the actual measurements of the prevailing pressure level. The discharge co-efficient was then determined using the graph’s gradient. The major concept that is dealt with in this entire report is the aspect of the fluid’s flow rate in pipes. The flow rate often tends to vary due to variations in the volume and the cross-sectional area of the pipes. Generally, it dwells on the aspect of inflow and outflow which should remain constant. Generally, flow measurement refers to the aspect of fluid movement quantification within a given medium. There are a variety of ways for measurement of the flow rate movements. Positive-displacement types of flow meters tend to accumulate a predetermined fluid volume while counting the sequence in which the volume is entirely filled so as to adequately measure the flow (ALLEN & DITSWORTH, 1972).Other measurement methods with regards to the flow rates often rely on the forces that are duly produced by the entire flow while overcoming a specific constriction. Flow might be measured through the measurement of the fluid’s velocity over a given area. A Venturi meter refers to a type of a flow meter with a definite design. It generally has a 10˚ divergent segment and a 21˚ convergent segment. The fluid flow rate in a given pipe can be determined by application of both the continuity and Bernoulli’s equation, alongside the inner streamline edge between the throat and the mouth of the entire Venturi meter while recording the variations with regards to the static pressure (MERZKIRCH, 2005). As a main instrument that is usually used for determination of the volumetric flow rates, Venturi meter tends to constrict the entire flow in a specific manner, and the pressure sensors are usually utilized during the

School and Communities Essay Example for Free

School and Communities Essay A school leader guides a student for such a brief moment, but is one of the connections that contribute to a student being successful and allowing for the student to transition easily in the learning environment? According to the recommended readings there is a correlation between the student’s home, community, and the school that facilitates the student’s transitions into and throughout the school system, leading to an environment that supports student success. There are several major transitions starting with kindergarten and progressing to the middle school level, and then onto high school. Each transitional time is critical and requires additional support to continue and to achieve academically. Based on my review of various articles, the following topics are promising directions that have emerged as areas that will make the connection powerful and successful. Family involvement during Kindergarten preparation is essential for young students to achieve to their potential. The importance of being prepared academically for school, and its implications for parents, has been the subject of extensive research and attention. One recent study suggests that fostering parent support and  parent learning about Kindergarten readiness can help ensure that children are adequately prepared to start school (Starkey Klein, 2000; Perroncel, 2000). In my readings it was suggested that a network of social connections that support children and families during the Kindergarten transition are needed, including interactions between teachers and children, children and peers, parents and teachers, and preschool teachers and Kindergarten teachers. While there is an increased amount of evidence about the elements that support Kindergarten readiness, there is also a need to better integrate the early childhood development literature to  fully understand the connections that make a difference and allow the student to be successful. For example, Fantuzzo et al. (2000) conducted a study to assess parent involvement for children in day care, Head Start, and Kindergarten. Studies such as this can begin to build understanding of how parent involvement changes from pre-school to Kindergarten. Future research can also build our understanding of the specific types of family and community connections that provide a strong support network for children, particularly those who come from disadvantaged backgrounds, as they prepare to enter Kindergarten. STUDENT TRANSITION THROUGH EDUCATION LEVELS 3 Despite the continued occurrence of the myth that family and community connections are primarily important at the elementary school level, researchers have begun exploring the effects of school, family, and community connections during transitions to middle and high school as well. Gutman and Midgley (2000) found that during the transition from the elementary level to the middle school level, both school factors and family factors were important to support academic achievement in African American students. Another study found that, contrary to popular belief, middle and high school students do want their parents to be involved, especially in terms of homework help and other home-based types of support and involvement (Catsambis Garland, 1997). This study found that parent involvement does not decline, as expected, but rather shifts as students move into middle and high school. Although they continued to be involved, parents reported increasing dissatisfaction with their role in relationship to the school, especially involving school policy (Catsambis Garland). These results confirm the importance of continued exploration of needs that students have during the transition to middle school and to high school, and roles that families play in supporting these transitions. The impact of school outreach is an important finding. School outreach and invitations to families and community members have a significant impact on the level and quality of family and community connections. In at least three studies, it has been found to have a greater impact than family characteristics on previous student academic achievement (Van Voorhis, 2000; Simon, 2000; Chrispeels Rivero, 2000). Simon found that when schools reach out, and families and community members feel that the school is extending invitations at a personal level, they respond with higher attendance at school-based activities and better quality of family involvement at home. The unique role that schools play in initiating and setting the tone for connections with families and the community cannot be denied. Researchers have also suggested that more research is needed regards to what motivates individual school staff members to reach out to parents and community and how  school staff can be further motivated and supported in building these relationships. STUDENT TRANSITION THROUGH EDUCATION LEVELS 4 There is a growing understanding of the role that relationships between staff in schools and community organizations play in the development of successful collaborations between school and communities. Jehlet al. (2001) suggests that there are â€Å"sticking points,† in organizational cultures and values that can hinder school-community connections. They suggest that these sticking points must be understood and addressed in order to build effective partnerships. These disconnects can be exacerbated by the lack of personal relationships that build trust and understanding between school and community staff (Center for Mental Health in Schools, 1999a). It is clear that family, school, and community connections can benefit children from before the time they enter Kindergarten until after they graduate from high school. Our charge in the educational field of study is to come together to address the issues highlighted in this synthesis paper and to clarify the concept and outcomes of family and community connections with schools. In doing so we will better understand these connections and create the knowledge needed to realize the potential of family, school, and community connections for student learning and student’s success. STUDENT TRANSITION THROUGH EDUCATION LEVELS 5 References Catsambis, S. , Garland, J. E. (1997). Parental involvement in students education during middle school and high school (CRESPAR Report 18). Baltimore, MD: Johns Hopkins University. ED423328. http://www. csos. jhu. edu/crespar/Reports/report18entire. htm Center for Mental Health in Schools. (1999a). Expanding educational reform to address barriers to learning: Restructuring student support services and enhancing school community partnerships. Los Angeles, CA: Center for Mental Health in Schools. http://smhp. psych. ucla. edu/pdfdocs/Report/Expand. pdf Fantuzzo, J. , Tighe, E. , Childs, S. (2000). Family involvement questionnaire: A multivariate assessment of family participation in early childhood education. Journal of Educational Psychology, 92(2), 367-375. Gutman, L. M. , Midgley, C. (2000). The role of protective factors in supporting the academic achievement of poor African American students during the middle school transition. Journal of Youth and  Adolescence, 29(2), 223-249. Jehl, J. , Blank, M. J. , McCloud, B. (2001). Education and community building: Connecting two worlds. Washington, DC: Institute for Educational Leadership, Inc. http://www. communityschools. org/combuild. pdf Starkey, P. , Klein, A. (2000). Fostering parental support for children’s mathematical development: An intervention with Head Start families. Early Education and Development, 11(5), 659-680. Van Voorhis, F. L. (2000). The effects of interactive (TIPS) homework on family involvement and science achievement of middle grade students. Unpublished Doctoral Dissertation, University of Florida.

Vertebrate Success in the Urban Environment

Vertebrate Success in the Urban Environment Dr Giles Johnson Lay Abstract Despite urban expansion causing an overall decrease in the number and variety of animals that inhabit a given area, some vertebrate species have made a success of urban living. Using the red fox, the Norway rat, the rock dove, and the peregrine falcon as case studies, this review analyses the resources and features that allow these animals to thrive in human settlements; and in turn how living in such environments affects them. The literature provides evidence of the ample food that urban centres provide for vertebrates, primarily in the form of waste. In the case of the peregrine falcon, the arrival of the pigeon has provided a source of prey. The living requirements of each species differed due to differences in size, reproductive behaviour and the ability to fly. Living in urban environments has dramatic effects on these species; changes in social behaviour and reproduction contribute to more efficient exploitation of the resources available. We argue that a flexible strategy in t erms of behaviour and diet is fundamental to urban success in vertebrates. Knowledge in this area may provide the means to better control populations, curbing the spread of pest species and encouraging desirable species into urban centres. Scientific Abstract Despite the homogenising effect of urban expansion on species richness some vertebrates have successfully colonised the urban niche. Using Vulpes vulpes, Rattus norgevicus, Columba livia, and Falco peregrinus as case studies, this review analyses the resources available to these species and in the strategies employed to better exploit them. Urban centres provide ample food for vertebrates primarily in the form of human waste. In the case of F.peregrinus the establishment of colonies of C.livia provides a constant prey source encouraging expansion into urban centres; providing an example of secondary succession. Differences in size and behaviour as well as terrestrial and aerial lifestyles result in different living requirements and thus preference in urban density. Living in urban environments also exerts pressures on these species. Spatio-temporal changes in resources specifically result in changes in social behaviour as well as reproductive behaviour and physiology as an adaptive r esponse. We argue that plasticity in response to diet, behaviour and physiology are fundamental to urban vertebrate success. We suggest further research into whether such responses are genotypic or phenotypic. Better understanding of such phenomena may provide humans with better means to manage urban ecology. Introduction A 2014 report on urbanisation by the UN found 54% of the global population lived in urban centres at the time, meaning for the first time in human history more people live in urban than rural environments. This figure compares to 30% in 1950 with a projection to reach 66% by 2050. These trends are encouraged by both migration and an expected rise in the population from 7.2 billion to 9.6 billion by 2050 (UN, 2014). Despite urbanisation being attributed to threatening 8% of terrestrial species (Mcdonald et al., 2008) and having a homogenising effect on biodiversity (Clergeau et al., 2006), Angold et al. (2006) state that wildlife can indeed prosper in the urban environment. Although, Mckinney et al. (2006) correctly point out that some urban adaptable species tend to dominate the urban niche and spread globally resulting in biotic homogenisation. This review is concerned with vertebrate species that dominate the urban environment; assessing both the causes of such success and observin g the effects that urban life has upon these species. The introduction will define urbanisation and address both the potential negative and positive effects on overall biodiversity and on individual species. The body of this review will use two mammal and two bird species as case studies focusing on food, shelter, group behaviour, and reproduction as indicators of how species exploit the urban niche, and how in turn urban life can cause changes in these species. Jones and Leather (2012) define an urban area as a human settlement with a population greater than 10,000, characterised by a mosaic of land uses including residential, commercial, industrial and infrastructural with occasional green spaces. Moller et al. (2009) define urbanisation as the conversion of natural habitats into areas partly covered by buildings, heavily fragmented and with a high level of edge effects. Bateman and Fleming (2012) argue that urbanisation is difficult to define and will not only vary from region to region, but also exists on a scale with cities offering the most extreme of disturbed anthropogenic altered environments, through to towns and villages as well as infrastructure and parkland. It is often difficult to quantify the direct impact of urbanisation on an ecosystem due to urban centres usually predating modern ecological analysis, but, although caution should be taken with estimation, studies that compare urban systems to undisturbed natural ecosystems can provide some insight. One such study by Brook et al. (2003) assessed the impact that potential habitat loss in Singapore had on local biodiversity since the British colonised the region in 1819. The analysis combined historic documentation on land clearance and development with evidence of recent extinctions in the area. They calculated that 95% of the rainforest habitat had been cleared, estimating that the figure for overall biodiversity loss could be at minimum 28% with a vertebrate extinction rate between 34-43%. They further highlight the bleak outlook for wildlife in the region with 77% of local wildlife currently threatened. A recent study by Newbold et al. (2015) analysed the impact of land use on loca l biodiversity. The findings suggest that local richness, rarefied richness and abundance decrease as the intensity of human interference and population density increases, attributes all associated with urbanisation. These analyses draw attention to the impact that habitat loss caused through urban development can have on animal biodiversity. Destruction of habitat can also cause habitat fragmentation; the process of a habitat breaking apart and becoming increasingly isolated (Fahrig, 2003). Haddad et al. (2015) analysed data collected from over 35 years from several biomes globally and various fragment sizes. They found that fragmentation reduced biodiversity by between 13-70% with the effect greatest on the smallest and oldest fragments. The size and scale of this study provides strong evidence for such effects. Fragmentation can also exert genetic effects on a population by creating barriers through which genetic information cannot easily flow (Templeton et al., 1990). The smaller and more genetically isolated these populations are the greater likelihood the population will go extinct (Slatkin, 1977). Behavioural and morphological effects have also been observed in fragmented populations. The work of Hill et al. (1999) on the butterfly Hesperia comma in the South Downs found that individuals residing in more isolated f ragments tended to invest in larger flight muscles; a trait associated with increased dispersal distances, whereas individuals in less fragmented habitats tended to invest less in flight muscles and more in larger reproductive organs. Despite the negative impact on biodiversity there are opportunities in the urban ecosystem for animals that can take advantage. Anthropogenic food sources in the form of refuse (Gardner-Santana et al., 2009), spillage (Murton, 1972), and cultural feeding practices (Doncaster and Macdonald, 1990) all provide ample food supply for urban populations. Although buildings and infrastructure can cause fragmentation and mortality risk (Bateman and Fleming, 2012), the patchwork mosaic of commercial, residential and green spaces provides a variety of potential homes for animals (Angold et al., 2006). Once initial colonisation has taken place, the dramatic reduction in competition and abundance of resources allows a niche shift, contributing to a rapid establishment (Diamond, 1970). Despite the potential benefits, urban environments are still one of the most challenging for animals to live in due to the high level and wide range of anthropogenic disturbances; mostly in the form of development a nd traffic (Bateman and Fleming, 2012). This review will make the case that in this shifting environment a high level of behavioural, physiological and morphological plasticity contributes greatly to a species success. The four case studies were selected with three criteria in mind. First a sufficient body of literature to allow for detailed comparison. Second to provide insight into the effects urbanisation has on urban vertebrates. Third species were selected that offer specific challenges to society such as pest or endangeredÂÂ   species. The four vertebrate case studies analysed in this paper are the red fox, Vulpes vulpes; the Norway rat, Rattus norgevicus; the urban pigeon or rock dove, Columba livia; and the peregrine falcon, Falco peregrinus. V.vulpes was selected due to the the well documented comparison between both its urban and rural ecology and behaviour. C.livia is another well studied urban species with a long urban history; originally being kept as a source of protein throughout the middle ages (Murton et al., 1972). The ecology R.norgevicus is less well studied. This is surprising as it isone of the most ecologically destructive vertebrates (Higgins et al., 2015), regarded amo ng the most numerous and pervasive of urban pests (Feng et al., 2012), and known to harbour many zoonotic pathogens (Himsowrth et al., 2013) making it an important topic for study. C.livia also presents similar problems, befouling public spaces through defecation, the fine particles of which are loaded with zoonotic pathogens creating a risk to public health (Hetmanski et al., 2010). F.peregrinus Is a particularly interesting case of an urban success story as they also represent one of the great conservation management success stories of the last century. In the Midwest it now exclusively resides in urban centres where it was extirpated following the population crash during the 50s and 60s (Caballero, 2016). Understanding what makes these species successful could potentially help with population control of dangerous pest species such as the Norway rat and the pigeon. Understanding the factors that contribute to these species success may also allow us to build environments that encourage desirable animals, such as the peregrine and the fox, as well as creating opportunities for less successful species.This review will analyse the traits that allow successful vertebrates to exploit the anthropogenic resources available, primarily in the form of food and shelter. It will also cover the behavioural and reproductive effects that the urban environment exerts upon these groups. Resources: Food Contesse et al. (2004) found that 85% of households in Zurich had anthropogenic food accessible to foxes. There is a vast array of literature that supports the claim that V.vulpes exploits such sources. Doncaster and Macdonald (1990) analysed the diet of the fox population in Oxford finding that a majority of 37% of the average annual food intake was scavenged, a result reflected by Contesse et al. (2004) in the city of Zurich where it reached 50%. Interestingly, in both studies this figure fluctuates in response to seasonal variation. Doncaster and Macdonald (1990) found scavenging was highest during the winter when other food sources were lower, and lowest during the late summer/autumn when seasonal fruits were abundant. This flexibility in diet is reflected in studies of V.vulpes in rural environments. One study in southern England found two thirds of the diet comprised of game, withÂÂ   mostly rodents and fruit making up the remainder (Reynolds and Tapper, 1995). Whilst anot her found that for foxes inhabiting mountainous regions in the Czech Republic rodents made up the majority, supported by varying quantities of beetles, ungulates, plant matter and fruit depending on the season (Hartova-Nentichova et al., 2010). In the urban context Contesse et al. (2004) note that the more extreme urban environments, such as the city centre, were associated with increased levels of dietary scavenge. Baker and Harris (2007) suggest opportunistic feeding a factor in the successful colonisation of the urban niche and these studies support such a claim. Pickett et al. (2001) propose that the increased quantity and continuous source of food in the form of human food waste as well as the cultural practice of feeding urban wildlife has a positive impact on the fox population. Further to this, Contesse et al. (2004) calculated that the surplus of refuse removed food as a limiting factor for the fox population in Zurich which has resulted in a large and increasing population . Unlike the Zurich fox population food is usually determines carrying capacity for urban rat populations (Higgins et al., 2015). This is possibly due to the varying lengths of time these populations have been established. V.vulpes colonised the UK in the 1930s (Doncaster and Macdonald, 1990) and Zurich in the 1980s (Contesse et al., 2004) whilst the commensal rat population has potentially lived alongside humans for thousands of years (Feng et al, 2014). An opportunistic generalist, R.norgevicus occupies urban centres and feeds primarily on refuse (Gardner-Santana et al, 2009). Schein and Orgain (1953) calculated that one third of anthropogenic refuse is a suitable food source for rats providing a constantly replenishing food source in urban areas. The Norway rat is so well adapted to urban life that it is rarely found in the wild, suggesting they require humans to survive (Feng and Himsworth, 2014). Although dietary flexibility has contributed to the colonisation of the urban niche t he suggestion that this species are now completely dependent upon it for survival might imply a lack of flexibility once established. A comparative study by Murton and Westwood (1966) found the rural population of C.livia nesting on the cliffs at Farnborough head fed on a variety of grains, legumes weed seeds and some small invertebrates; the ratios of which fluctuated in response to the agricultural season. The diet of the population in Leeds consisted primarily of bread but also fruit cake and commercial seed mix provided by the public. However, much of the produce found in the rural population was also present in the urban population. Murton and Westwood (1966) attributed this to the public but a study by Rose et al. (2006) provides further insight. The study analysed the spatio-temporal use of the urban habitat of C.livia in the city of Basel. They found that there were three different foraging strategies employed: 1) in the streets, squares and parks near the home site 2) In agricultural areas surrounding the city 3) on docks and railway lines in the harbour. Most individuals stayed within 0.3km of their nesti ng site in the city with only 7.5% of the population flying to the agricultural and dock sites which were over 2km away. It was found that these foraging strategies were only employed in conjunction with foraging near the home site suggesting they were secondary strategies when access to local sources was restricted. Evidence that urban pigeons employ a flexible foraging strategy. Ali et al. (2013) suggests that the worldwide urban pigeon population has boomed due to the continuous supply of anthropogenic food compared to seasonal fluctuations in rural environments. Interestingly, this population boom has potentially aided the colonisation of the urban niche and the recovery of the peregrine falcon. A study by Drewitt and Dixon (2008) analysed the diet of peregrines in three British cities: Bristol, Bath and Exeter. They found that pigeons and other doves comprised 47% of the peregrine diet making up the majority of the peregrine diet; reflecting figures from a study in Warsaw 32% (Rejt, 2001). Both studies observed seasonal fluctuations in the proportion of pigeon taken. Drewitt and Dixon (2008) noted that during the starling breeding season juveniles can make up 19% of the peregrine diet, whilst Rejt (2001) recorded a drop to 10-19% of pigeon in the diet during the migration season and exceeding 50% over the harsher winter months. It is thought that the coun tershading present on migrating birds which is beneficial in natural light is maladaptive in the artificial glare of the city lights allowing the peregrines to take advantage (Ruxton et al., 2004). TheseÂÂ   studies provide evidence for a flexible, opportunistic feeding strategy. Interestingly from an ecological perspective, the urban pigeon forming the base prey for urban peregrines (Cade and Bird, 1990) suggests secondary succession occurring in the urban environment; with the pioneer species C.livia allowing the establishment of F.peregrinus. These four case studies not only highlight the variety of food sources available to urban species but also provide insight in the type of feeding strategy enables species to exploit this niche. Although diet and preference might vary, a generalist opportunistic approach strategy is favoured, suited to the often constant but highly varied anthropogenic food types available. Resources: Places to Live Throughout the year V.vulpes rest in lays, structures that provide the fox with shelter, situationally (Doncaster and Macdonald, 1990). However, during the breeding season red foxes require open ground to construct breeding dens, due to this they prefer less dense residential areas where open ground provides suitable sites (Doncaster and Macdonald, 1990). In comparison the requirements of R.norgevicus are minimal, being smaller in size and less particular in regards to breeding sites. All that is needed is adequate harborage and a nearby food source, typically refuse (Gardner et al., 1948). Rats will burrow in soil, use abandoned structures, and even climb buildings and make nests from anthropogenic materials (Gardner et al., 1948). As a result rats thrive in run down neighbourhoods where there are more abandoned and neglected properties that provide harbourage (Himsworth et al., 2013). Although these two species require both refuge and food, differences in size and breeding behaviou r results in different requirements. As a consequence the fox faces greater restriction. Although birds face similar problems the spatial differences in habitat mean birds are less affected by fragmentation (Fahrig, 2003). A study by Ali et al., (2013) on the ecology of C.livia in Islamabad found pigeons to be present on bridges, tall buildings, as well as in semi urban spaces such as parks and gardens. Interestingly, population density increased around urban centres and decreased around semi-urban spaces showing a clear bias to extreme urban environments. The human environment also provides suitable nesting sites for F.peregrinus, with urban peregrines roosting on the tallest buildings in an urban space (Cade and Bird, 1990). It could be suggested that tall man-made structures such as skyscrapers mimic the cliff side habitat of these species allowing successful colonisation to occur. Effects: Range and Group Behaviour The urban environment is characterised by high level of disturbance. Construction, demolition and changes in human population all contribute to fluctuations in the spatial distribution of resources (Doncaster and Macdonald, 1990). In response to this we see high levels of plasticity in fox social behaviour (Doncaster and Macdonald, 1991; Baker et al., 1998). The home range of urban foxes is dramatically reduced usually extending for less than 100ha (Doncaster and Macdonald, 1991), whilst in rural individuals it can exceed 2000ha (Contesse et al., 2004). This is associated with increased resources over a smaller area which also results in increased population density (Doncaster and Macdonald, 1991). Interestingly, this has implications for the social behaviour of urban foxes. Red foxes are usually solitary animals that form pairs during the breeding season, but in urban settings live in groups of three to five (Doncaster and Macdonald, 1991). This is best explained by the spatio-tempo ral variation in the availability of resources in the anthropogenic environment which impacts both individual benefit and defence costs potentially leading to group formation (Doncaster and Macdonald, (1991); Baker et al., (1998). The spatial distribution of resources in towns and cities is such that with only two members the perimeter cannot be fully defended whilst the amount of resources within a territory are often abundant enough to promote group formation (Donacaster and Macdonald, 1991). These changes in social structure show high levels of behavioural plasticity which has potentially aided the expansion of the red fox into the urban niche. There are interesting parallels to draw between urban rat and fox populations, particularly in relation to range and social behaviour. The home range of urban rats is typically small; consisting of narrow strips between the animals harbourage and its food supply (Davis, 1953). Gardner-Santana et al. (2009) proposed that the range of urban rats is much smaller in urban environments, ranging from 25-150m (Davis, 1953), compared to those of rats in rural environments, which range from 260-2000m (Taylor and Quy, 1978). Feng et al. (2014) suggest that range is dependent on the availability of suitable harborage and food sources as well as pressure from conspecifics. This is comparable to the reduction in fox range which was attributed to a high density of anthropogenic resources in the urban environment. Like the red fox, urban rats also exist in larger colonies than their rural counterparts although, unlike foxes, they lack co-operative behaviour (Feng et al., 2014). In fact, the increas ed population density and fierce competition often results in increased levels of aggression (Feng et al., 2014). There is also evidence that spatio-temporal distribution of resources affects group size and behaviour in C.livia. Murton et al. (1972) noted that the flock size of C.livia was directly related to the quantity of daily food spillage, unlike in the closely related wood pigeon, C.palambus, where seasonal food supply dictates flock size. Murton also observed that pigeonsociety exists in hierarchical structure with some birds occupying the centre of the flock and having preferential access to the best feeding spots. Despite differences in social structure, the changes in range and group living in the fox, rat and pigeon offer insight into the effects that urban living can exert upon the behaviour of species. It could be suggested that the plastic nature of these behaviours has contributed to the success of these animals in the urban niche. Questioning whether such effects stem from the environment working on established plasticity within the genotype or whether such changes are the resul t of natural selection would provide an interesting topic for further study. Effects: Reproduction and Population Due to their high fecundity, even in urban environments with an abundant resources, food usually determines the carrying capacity of the urban rat population. A sexually mature female can produce five litters per year with 4-8 pups per litter (Margulis, 1977). The work of Ziporyn and McClintock (1991) noted that females living in groups often establish oestrus in synchrony, observing that when this occurred 80% of pups would survive compared to asynchronous breeders. These co-ordinated events result in population booms (ibid) which maintains the numerous population. Glass and Herbert (1988) also noted that urban rats grow faster and reach sexual maturity sooner than their rural counterparts, suggesting the abundance of anthropogenic resources as a cause. Understanding when these booms occur could help humans better control urban rat populations. The effect of increased resources on rats draws parallels with the population dynamics of C.livia. Hetmanski et al. (2010) found that the size of a pigeon population in an urban environment was linked not only to the size of the urban environment but also with the density of the human population, suggesting a correlation with increased anthropogenic resources. Murton et al. (1972) noted that due to the copious food supply there is little migration resulting in nest sites remaining occupied all year and rarely becoming available. This change in behaviour meant that two thirds of the pigeon population failed to breed potentially decreasing the effective population size. Further to this, there is evidence that males carry an allele that lengthens the breeding season and increases fertility (Murton et al., 1973) suggesting there is a selective advantage for remaining sexually active for longer. Changes in reproductive strategy in urban F.peregrinus have been attributed to the speed of its recovery since the population crash in the 50s/60s. A study by Kauffman et al. (2003) compared the survival rate of rural and urban peregrines in California. During the first year it was found that urban young had a 65% chance of survival compared to 28% in rural individuals. Caballero et al. (2016) also found that the urban clutch size tends to be larger, with an average clutch size reaching 4-5 in urban environments compared to 3 in rural. This effect has resulted in a population boom with populations in the UK and Germany already exceeding pre-crash levels (Rejt, 2001) Although the mechanisms differ, there is a clear pattern for increased fecundity in urban populations of these species contributing to their success. Conclusions The case studies discussed provide evidence of the opportunities available to vertebrates with the means to take advantage of them. Despite different needs, the human habitat offers ample shelter for vertebrates, with rats and foxes occupying spaces determined by their size and behaviour whilst man-made structures mimicking the natural habitat of peregrines and pigeons offer nesting sites. Anthropogenic waste and cultural practice supplies foxes, rats and pigeons with an abundant food supply that, although fluctuates spatio-temporally in relation to human rhythms, does not suffer the same seasonal fluctuations which characterise the rural environment. This combines with the opportunistic generalist nature that characterises these species allowing them to take advantage of such resources. Consequentially, there are marked changes in behaviour with determined by the change in urban resource distribution. This has resulted in increased group size and co-operation in V.vulpes; alteration in flock size relating to daily opposed to seasonal resource fluctuations in C.livia; and larger more aggressive colonies of R.norgevicus. Peregrines also benefit from a constant food supply in the form of the anthopogenically supported pigeon population; an example of secondary succession of the urban environment. They exhibit opportunistic behaviour in both the species they hunt and their potential use of skyscrapers as hunting aids. The argument for a degree of behavioural plasticity allowing these species to take better advantage of such resources is well supported but questions are still to be answered on whether such changes are a result of natural selection or are phenotypic responses to changes in environment. Similar questions also arise when considering the effects the urban environment has on reproduction. Although the mechanisms differ, we see a pattern of increased fecundity across the case studies. Increase in fledgeling success in F.peregrinus is easily explained by ecological factors, but the change in peregrine clutch size and the increased growth and approach to sexual maturity in R.norgevicus are less easily determined. The identification of an allele in C.livia that extends the breeding season suggests a genetic cause in this instance. However, each case should be considered independently and these situations open up a multitude of questions in relation to whether cases of behavioural and physiological plasticity is related to the genotype or phenotype of an organism. There are surprising gaps in the literature and areas that appear to be poorly replicated. Reviews on urban rats comment on the lack of ecological understanding of R.norgevicus. From a utilitarian perspective this is counterintuitive considering the risk it poses ecologically, economically, and to public health. Conversely, the literature on urban foxes is both extensive and varied, perhaps denoting the popularity of this animal in the public mind. From a practical perspective this information is perhaps less useful although the cultural impact of urban wildlife should not be dismissed or undervalued. The projected increase of urbanisation highlights the importance of understanding both the traits of successful species and qualities of the environment that encourage vertebrate success. Such information can provide us with the means to better manage urban populations. In regards to pest species this could aid efforts to control and minimise their success, whilst better planning could attract not only current successful species but also edge species into the urban environment. References Ali, S., Rakha, B., Hussain, I., Nadeem, M. Rafique, M. (2013). Ecology of Feral Pigeon (Columba livia) in Urban Areas of Rawalpindi/Islamabad, Pakistan. Pakistan Journal of Zoology, 45(5), 1229-1234. Angold, P., Sadler, J., Hill, M., Pullin, A., Rushton, S., Austin, K., Small, E., Wood, B., Wadsworth, R., Sanderson, R. Thompson, K. (2006). Biodiversity in urban habitat patches. Science of the Total Environment, 360(1-3), 196-204. Baker, P. Harris, S. (2007). Urban mammals: what does the future hold? An analysis of the factors affecting patterns of use of residential gardens in Great Britain. Mammal Review, 37(4), 297-315. Baker, P., Robertson, C., Funk, S. Harris, S. (1998). Potential fitness benefits of group living in the red fox, Vulpes vulpes. Animal Behaviour, 56, 1411-1424. Bateman, P. Fleming, P. (2012). Big city life: carnivores in urban environments. Journal of Zoology, 287(1), 1-23. Brook, B., Sodhi, N. Ng, P. (2003). Catastrophic extinctions follow deforestation in Singapore. Nature, 424(6947), 420-423. Caballero, I., Bates, J., Hennen, M. Ashley, M. (2016). Sex in the City: Breeding Behaviour of Urban Peregrine Falcons in the Midwestern US. Plos One, 11(7). Cade, T. BIird, D. (1990). Peregrine falcons, Falco peregrinus, nesting in the urban environment a review. Canadian Field-Naturalist, 104(2), 209-218. Clergeau, P., Croci, S., Jokimaki, J., Kaisanlahti-Jokimaki, M. Dinetti, M. (2006). Avifauna homogenisation by urbanisation: Analysis at different European latitudes. Biological Conservation, 127(3), 336-344. Contesse, P., Hegglin, D., Gloor, S., Bontadina, F. Deplazes, P. (2004). The diet of urban foxes (Vulpes vulpes) and the availability of anthropogenic food in the city of Zurich, Switzerland. Mammalian Biology, 69(2), 81-95. Davis, D. (1953). The

Product and market analysis of Ice Cream

Product and market analysis of Ice Cream Kulfi is a popular South Asian, ice cream made with boiled milk typically from water buffalo. It comes in many flavors, including pistachio, malai, mango, cardamom (elaichi), and saffron (kesar). Kulfi differs from western ice cream in that it is richer in taste and creamier in texture. As well, where western ice creams are whipped with air or overrun, kulfi contains no air; it is solid dense frozen milk. It is made by boiling milk until it is reduced to half. Then sugar is added and the mixture is boiled for another ten minutes. Then flavorings, dried fruits, cardamom, etc. are added. The mixture is then put in moulds and frozen. One can eat kulfi plain as is or it can be garnished with ground cardamom, saffron, or pistachio nuts. As well, Kulfi is also served with Falooda vermicelli noodles. But since the kulfi could not become world famous, with the concept of kulfi, ice-cream was started in 1981 in India. Then onwards it has been one big journey. on the road. Now, Ice Age The Healthy Ice Cream Parlor brings to you the new generation of Ice Creamsà ¢Ã¢â€š ¬Ã‚ ¦. The Evolution of Ice Cream Ice creams origins are not known to reach back as far as the second century B.C., although no specific date of origin nor has inventor been undisputable credited with its discovery. We know that Alexander the Great enjoyed snow and ice flavored with honey and nectar. Biblical references also show that King Solomon was fond of iced drinks during harvesting. During the Roman Empire, Nero Claudius Caesar (A.D. 54-86) frequently sent runners into the mountains for snow, which was then flavored with fruits and juices. Over a thousand years later, Marco Polo returned to Italy from the Far East with a recipe that closely resembled what is now called sherbet. Historians estimate that this recipe evolved into ice cream sometime in the 16th century. England seems to have discovered ice cream at the same time, or perhaps even earlier than the Italians. Cream Ice, as it was called, appeared regularly at the table of Charles I during the 17th century. France was introduced to similar frozen desserts in 1553 by the Italian Catherine de Medici when she became the wife of Henry II of France. It wasnt until 1660 that ice cream was made available to the general public. The Sicilian Procope introduced a recipe blending milk, cream, butter and eggs at Caf Procope, the first caf in Paris. Ice Cream for America The first official account of ice cream in the New World comes from a letter written in 1744 by a guest of Maryland Governor William Bladen. The first advertisement for ice cream in this country appeared in the New York Gazette on May 12, 1777, when confectioner Philip Lenzi announced that ice cream was available almost every day. Records kept by a Chatham Street, New York, merchant show that President George Washington spent approximately $200 for ice cream during the summer of 1790. Inventory records of Mount Vernon taken after Washingtons death revealed two pewter ice cream pots. President Thomas Jefferson was said to have a favorite 18-step recipe for an ice cream delicacy that resembled a modern-day Baked Alaska. In 1812, Dolley Madison served a magnificent strawberry ice cream creation at President Madisons second inaugural banquet at the White House. Until 1800, ice cream remained a rare and exotic dessert enjoyed mostly by the elite. Around 1800, insulated ice houses were invented. Manufacturing ice cream soon became an industry in America, pioneered in 1851 by a Baltimore milk dealer named Jacob Fussell. Like other American industries, ice cream production increased because of technological innovations, including steam power, mechanical refrigeration, the homogenizer, electric power and motors, packing machines, and new freezing processes and equipment. In addition, motorized delivery vehicles dramatically changed the industry. Due to ongoing technological advances, todays total frozen dairy annual production in the United States is more than 1.6 billion gallons. Wide availability of ice cream in the late 19th century led to new creations. In 1874, the American soda fountain shop and the profession of the soda jerk emerged with the invention of the ice cream soda. In response to religious criticism for eating sinfully rich ice cream sodas on Sundays, ice cream merchants left out the carbonated water and invented the ice cream Sunday in the late 1890s. The name was eventually changed to sundae to remove any connection with the Sabbath. Ice cream became an edible morale symbol during World War II. Each branch of the military tried to outdo the others in serving ice cream to its troops. In 1945, the first floating ice cream parlor was built for sailors in the western Pacific. When the war ended, and dairy product rationing was lifted, America celebrated its victory with ice cream. Americans consumed over 20 quarts of ice cream per person in 1946. In the 1940s through the 70s, ice cream production was relatively constant in the United States. As more prepackaged ice cream was sold through supermarkets, traditional ice cream parlors and soda fountains started to disappear. Now, specialty ice cream stores and unique restaurants that feature ice cream dishes have surged in popularity. These stores and restaurants are popular with those who remember the ice cream shops and soda fountains of days past, as well as with new generations of ice cream fans. According to legend, Marco Polo brought the secrets of ice cream with him from the Orient, together with other sundry savories. There is, however, no proof of that, although there is some evidence that the Chinese indulged in iced drinks and desserts, which gives some weight to the Marco Polo theory. The Chinese did, however, teach Arab traders how to combine syrups and snow, to make an early version of the sherbet. Arab traders proceeded to show Venetians, then Romans, how to make this frozen delight. The Emperor Nero was quite fond of pureed fruit, sweetened with honey, and then mixed with snowso much so that he had special cold rooms built underneath the imperial residence in order to store snow. In the 1500s, Catherine de Medici brought the concept of the sorbet to the French, who were soon to make a great improvement on it. As you will have noted, the above are frozen desserts, not ice cream. That invention awaited the development of the custard, then the discovery that freezing it would create a delectable dessert. This notable event occurred in 1775 in France, and was shortly followed by the invention of an ice cream machine, which did a much better job of creating a light and fluffy frozen custard than beating by hand could do. Thomas Jefferson, who imitated Nero in having a special cold room for storing snow, provides us with the first recipe for ice cream found in the United States. Not to be outdone, George Washington invested in one of the ice cream machines. Until 1851, ice cream (or, more frequently, cream ice) was solely made at home. But an intrepid man from Baltimore, named Jacob Fussell changed all that by opening the first ice cream factory. Near the turn of the century, the ice cream soda was created, although by who seems to be in questioneither James W. Tuff or Robert Green. It does seem to have been done by accident, howevera scoop of ice cream falling in a glass of flavored soda water. At any rate, the drink became a national craze, and many a girl and boy went courting over an ice cream soda. So many, in fact, that many municipalities passes laws forbidding the sale of soda water on Sunday. Quickly afterwards, the sundae was inventedit contained the ice cream, syrup, and whipped cream of the soda, but without the evil influence of soda water. Numerous variations existed. The next ice cream craze with the 1904 Louisiana Purchase Exposition in Saint Louis. Charles Menches was doing a lively business selling scoops of ice cream in dishes, all the way up to the point that he ran out of dishes. Frustrated, but determined to still find a way to make a profit, he lighted upon his friend Ernest Hamwi, who was selling a wafer-like cookie called zalabia (a Syrian treat). The combination proved irrestible. HISTORY OF THE ICE CREAM CONE For over a century, Americans have been enjoying ice cream on a cone. Whether its a waffle cone, a sugar cone or a wafer cone, what better way to enjoy a double scoop of your favorite flavor? Making Its Appearance The first ice cream cone was produced in 1896 by Italo Marchiony. Marchiony, who emigrated from Italy in the late 1800s, invented his ice cream cone in New York City. He was granted a patent in December 1903. Although Marchiony is credited with the invention of the cone, a similar creation was independently introduced at the 1904 St. Louis Worlds Fair by Ernest A. Hamwi, a Syrian concessionaire. Hamwi was selling a crisp, waffle-like pastry zalabis in a booth right next to an ice cream vendor. Because of ice creams popularity, the vendor ran out of dishes. Hamwi saw an easy solution to the ice cream vendors problem: he quickly rolled one of his wafer-like waffles in the shape of a cone, or cornucopia, and gave it to the ice cream vendor. The cone cooled in a few seconds, the vendor put some ice cream in it, the customers were happy and the cone was on its way to becoming the great American institution that it is today. A Business Is Born St. Louis, a foundry town, quickly capitalized on the cones success. Enterprising people invented special baking equipment for making the Worlds Fair cornucopia cones. Stephen Sullivan of Sullivan, Missouri, was one of the first known independent operators in the ice cream cone business. In 1906, Sullivan served ice cream cones (or cornucopias, as they were still called) at the Modern Woodmen of America Frisco Log Rolling in Sullivan, Missouri. At the same time, Hamwi was busy with the Cornucopia Waffle Company. In 1910, he founded the Missouri Cone Company, later known as the Western Cone Company. As the modern ice cream cone developed, two distinct types of cones emerged. The rolled cone was a waffle, baked in a round shape and rolled (first by hand, later mechanically) as soon as it came off the griddle. In a few seconds, it hardened in the form of a crisp cone. The second type of cone was molded either by pouring batter into a shell, inserting a core on which the cone was baked, and then removing the core; or pouring the batter into a mold, baking it and then splitting the mold so the cone could be removed with little difficulty. In the 1920s, the cone business expanded. Cone production in 1924 reached a record 245 million. Slight changes in automatic machinery have led to the ice cream cone we know today. Now, millions of rolled cones are turned out on machines that are capable of producing about 150,000 cones every 24 hours. FROM THE COW TO THE CONE How Ice Cream Is Made Everybody has a favorite flavor or brand of ice cream, and the debate over whose ice cream is the best rages on each year. While each manufacturer develops its own special recipes, ice cream production basics are basically the same everywhere. The most important ice cream ingredients come from milk. The dairy ingredients are crucial in determining the characteristics of the final frozen product. Federal regulations state that ice cream must have at least 10% milk fat, the single most critical ingredient. The use of varying percentages of milk fat affects the palatability, smoothness, color, texture and food value of the finished product. Gourmet or super premium ice creams contain at least 12% milk fat, usually more. Ice cream contains nonfat solids (the non-fat, protein part of the milk), which contribute nutritional value (protein, calcium, minerals and vitamins). Nonfat dry milk, skim milk and whole milk are the usual sources of nonfat solids. The sweeteners used in ice cream vary from cane or beet sugar to corn sweeteners or honey. Stabilizers, such as plant derivatives, are commonly used in small amounts to prevent the formation of large ice crystals and to make a smoother ice cream. Emulsifiers, such as lecithin and mono- and diglycerides, are also used in small amounts. They provide uniform whipping qualities to the ice cream during freezing, as well as a smoother and drier body and texture in the frozen form. These basic ingredients are agitated and blended in a mixing tank. The mixture is then pumped into a pasteurizer, where it is heated and held at a predetermined temperature. The hot mixture is then shot through a homogenizer, where pressure of 2,000 to 2,500 pounds per square inch breaks the milk fat down into smaller particles, allowing the mixture to stay smooth and creamy. The mix is then quick-cooled to about 40 °F and frozen via the continuous freezer method (the batch freezer method) that uses a steady flow of mix that freezes a set quantity of ice cream one batch at a time. During freezing, the mix is aerated by dashers, revolving blades in the freezer. The small air cells that are incorporated by this whipping action prevent ice cream from becoming a solid mass of frozen ingredients. The amount of aeration is called overrun, and is limited by the federal standard that requires the finished product must not weigh less than 4.5 pounds per gallon. The next step is the addition of bulky flavorings, such as fruits, nuts and chocolate chips. The ingredients are either dropped or shot into the semi-solid ice cream after it leaves the freezer. After the flavoring additions are completed, the ice cream can be packaged in a variety of containers, cups or molds. It is moved quickly to a hardening room, where sub-zero temperatures freeze the product to its final state for storage and distribution. ICE CREAM LABELING WHAT DOES IT ALL MEAN? There are many choices in todays ice cream case to suit a wide variety of consumer tastes. There is plenty of information on food labels, but what does it really mean? Here, the International Ice Cream Association sheds some light on how ice cream and related products are labeled. Labeling Definitions The U.S. Food and Drug Administration (FDA) sets standards of identity for many foods so that consumers will get a consistent product, no matter what brand or type they buy. For ice cream, FDA permits the use of nutrient descriptors such as light, reduced fat and low fat so that consumers know exactly what theyre selecting in terms of nutritional content. These FDA standards follow the federal Nutrition Labeling and Education Act (NLEA), which governs all food labeling. Here are some of the terms consumers are seeing in the supermarket, and exactly what those terms mean: Ice cream is a frozen food made from a mixture of dairy products, containing at least 10% milk fat. Reduced fat ice cream contains at least 25% less total fat than the referenced product (either an average of leading brands, or the companys own brand.) Light ice cream contains at least 50% less total fat or 33% fewer calories than the referenced product (the average of leading regional or national brands.) Low fat ice cream contains a maximum of 3 grams of total fat per serving Nonfat ice cream contains less than 0.5 grams of total fat per serving. Quality Segments In addition, there are commonly used marketing phrases that describe ice cream products in terms of quality segments, such as super premium, premium and economy. Several factors can contribute to a products quality segment, such as price, brand positioning, product packaging, quality of ingredients and the amount of overrun (air) in the product. Overrun refers to the amount of aeration the ice cream undergoes during its manufacture that keeps the mixture from becoming an inedible frozen mass. Overrun is governed by federal standards in that the finished product must not weigh less than 4.5 pounds per gallon. Super-premium ice cream tends to have very low overrun and high fat content, and the manufacturer uses the best quality ingredients. Premium ice cream tends to have low overrun and higher fat content than regular ice cream, and the manufacturer uses higher quality ingredients. Regular ice cream meets the overrun required for the federal ice cream standard. Economy ice cream meets required overrun and generally sells for a lower price than regular ice cream. Ice Age The Healthy Ice Cream Parlor Company profile: Name: Ice Age The Healthy Ice Cream Parlor Date of Launch: 20th September 2006 Promoters: Justin Dcosta Phinsy Chirayath Rahul Mahapatra Shruti Saraf Aaron Dsouza Fizzah S.J Product: Sugar free and Fat free healthy Ice Creams. Health conscious desert. Proposed Flavors: World famous Vanilla and 20 different mouth watering flavors. Project: Manufacturing and selling of healthy sugar free and fat free Ice Creams. Specially made for health conscious and sweet tooth people. Head of department/ management: Justin Dcosta : Finance Phinsy Chirayath : Public Relation Rahul Mahapatra : Marketing Shruti Saraf : Product Testing Aaron Dsouza : Human Resources Fizzah S.J : Outlet manager Investments: Total capital investment required: 7 crore Borrowed capital (loan from IDBI bank): 3 crore Total partners investment: 4 crore Each partners capital: 70 lakhs All the six promoters and administrators of Ice Age Ltd will be equal partners and the profits sharing ratio between them will be equal. Introduction. Founded in Mumbai, Maharashtra, Ice Age Ltd.. company is setting up an Ice Cream manufacturing and selling parlor. The project will have great significance in the present day context of increasing weight and illness among the youth as well as adults due to increasing fat and sugar intake due to increasing content of sweetener in the Ice Creams and juices. The manufacturing of all types of ice creams will be done at its production site and then will be transported to its parlors established in the heart of the city. Ice Age Ltd.. is entering the Indian market with an aim of establishing its brand as a necessity of the Indian buyers. The company will follow a strategic positioning approach for the target market. Ice Age Ltd.. has kept into account the income and behavioral factor of the Indian buyers while designing the products. It is important for the company to understand the consumer behaviour before it goes into such a market. The Indian consumer for the first time will have a premium product which is eco-friendly, healthy and affordable. Business strategy Our business strategy will include the determination of the most beneficial product market in term of establishing itself in this new product segment. The most important factor for the success of Ice Age Ltd. brand is the perception of the consumer and to what extent it can build a positive image in the consumers mind. The intensity of the business environment, the sustainable competitive advantage of a quality product will give it a strong base to build the market. It is important for us to adopt a different strategy for the Indian market since it is composed of quality buyers as well as those who will buy for their family. Thus, we shall introduce some new strategies so as to establish our self in the Indian market and develop a strong customer base. The Model used for preparing the marketing strategy by Ice Age Ltd.. in the Indian Market Product Range External Analysis Competitors Analysis Internal Analysis Environment Analysis Marketing Strategies Future Plans Conclusion The first growth vector will involves gaining penetration with the existing product-market Ice Age Ltd. will attempt to attract customers from competitors through its strategic positioning and will establish strong brand equity. The second growth vector will involves product expansion while staying in the current market. Ice Age Ltd. will then offer a new product. It will be aimed not only for the existing market but also for the price conscious segment. The third growth vector will apply the same products to the new markets. The fourth growth vector will be to diversify into new product markets. We shall concentrate on the second growth vector and study the strategy with respect to the Ice Cream market. Internal Analysis According to the recent studies, most of the newly launched product or services fail due to improper analysis of their internal and external needs. A company should most effectively and efficiently take care of all the internal matters and needs. Since internal analysis is so use full and the life cycle as well as pricing is totally depended upon this analysis, Ice Age Ltd.. has taken proper and fully effective steps in analyzing all the need and requirements of the company. During internal analysis the promoter should take care of the following things: Raw material requirement Power supply Labour requirement Working force Capital Working capital Internal rules and regulations Proper management Proper material handling External Analysis Customer Analysis The Indian market with its vast size and demand base offers great opportunities to marketers. Two-thirds of countries consumers live in rural areas and almost half of the national income is generated here. It is only natural that rural markets form an important part of the total market of India though the urban market is increasing drastically. Our nation is classified in around 450 districts, and approximately 630000 villages, which can be sorted in different parameters such as literacy levels, accessibility, income levels, penetration, distances from nearest towns, etc. The rural bazaar is booming beyond everyones expectation. This has been primarily attributed to a spurt in the purchasing capacity of farmers now enjoying an increasing marketable surplus of farm produce. In addition, an estimated induction of Rs 140 billion in the rural sector through the governments rural development schemes in the Seventh Plan and about Rs 300 billion in the Eighth Plan is also believed to have significantly contributed to the rapid growth in demand. The high incomes combined with low cost of living in the villages have meant more money to spend. And with the market providing those options, trends and tastes are also changing. Thus Ice Age Ltd.. has decided to enter this market with the basic idea of tapping the upper middle class which had established itself as a huge tapped market in the perception of a lot of national and multinational players who were then trying forages into the Indian market. Competitors Analysis NEED OF COMPARISION Consumer Mindset The consumers always have a different loyalty status for different brands. Sometimes they buy some brand due to the price or sometimes due to the features. Studying the consumers mindset is of vital importance as perception of individuals at the buying stage of various brands is unpredictable and ever changing. Market Share The market share of the players in the two wheeler auto market needs to be studied to know which company is in the booming stage and which company is in its closure stage. Also the advertisement and promotional share needs to be studied. Thus, market share helps us know the current market leader and market follower so that our company can develop an efficient marketing strategy for its product range after analyzing the current market players position. SWOT Analysis The SWOT Analysis i.e. the Analysis of the Strengths, Weaknesses, Opportunities and Threats of the company products and its competitors at a glance. It needs to be compared to get an overall analysis of all the major companies and to know the company having better strengths, more opportunities and on the other hand the company having more of weaknesses and threats. The above diagram represents the sales of the famous Ice Cream parlors in Mumbai and their sales before Ice Age entered the market This diagram represents the sales pattern of all the Ice Cream parlors in Mumbai including Ice Age Ice Cream Parlor after one year from the launch of Ice Age Ltd (Estimated) Environment Analysis High initial launch cost There is a large front-ended investment made in new products including cost of product development, market research, test marketing and most importantly its launch. To create awareness and develop franchise for a new brand requires enormous initial expenditure is required on launch advertisements, free samples and product promotions. Launch costs are as high as 50-100% of revenue in the first year and these costs progressively reduce as the brand matures, gains consumer acceptance and turnover rises. For established brands, advertisement expenditure varies from 5 12% depending on the categories. It is common to give occasional push by re-launches, which involves repositioning of brands with sizable marketing support. Market research Customers purchase decisions are based on perceptions about brands. They also keep on changing with fashion, income and changes in lifestyle. Unlike industrial products, it is difficult to differentiate products on technical or functional grounds. With increasing competition, companies spend enormous sums on product launches. Market research and test marketing become inevitable. The business rests on the two aspects that are brand equity and distribution network. Marketing driven In relative terms, marketing function has greater importance in the Ice Cream industry. The players have to reach out to mass population and compete with several other brands. The perceived differences are greater than the real differences in the product. Brand equity Brand equity refers to the intangible asset in the form of brand names. The consumers loyalty for a particular brand is due to the perception that the product has distinctively superior and consistent quality, satisfies his/ her specific needs and provides better value for money than other competing brands. A successful brand generates strong cash flow which enables the owner of the brand to reinvest a part of it in the form of aggressive advertisement/ promotion to reinforce the perceived superiority of the brand. The worth of a brand is manifested in the consumers insistence on a particular brand or willingness to pay a price premium for the preferred brand. Distribution network In this sector, one of the most critical success factors is the ability to build, develop, and maintain a robust distribution network. Availability near the customer is vital for wider penetration as most products are high value products. It takes enormous time and effort to build a chain of stockiest, retailers; dealers etc and establish their loyalties. There are entry barriers for a new entrant as a new product is typically slow moving and has lesser consumer demand. Therefore dealers/ retailers are reluctant to allocate resources and time. Established players use their clout to inhibit new entrants. However, when a product offers a strong breakthrough, equity build up rapidly and so does the distribution network. The major problems faced while marketing in the Indian market: Underdeveloped People and Underdeveloped Markets: The number of people below poverty line has not decreased in any appreciable manner. Thus underdeveloped people and consequently underdeveloped market by and large characterize the Indian markets. Many Languages and Dialects: The number of languages and dialects vary widely from state to state, region to region and probably from district to district. The messages have to be delivered in the local languages and dialects. Even though the numbers of recognized languages are only 16, the dialects are estimated to be around 850. Prevalence of spurious brands and seasonal demand: For any branded product there are a multitude of local variants, which are cheaper, and, therefore, more desirable to mass. Different way of thinking: There is a vast difference in the lifestyles of the people. The kind of choices of brands that an urban customer enjoys is different from the choices available to the rural customer. The rural customer usually has 2 or 3 brands to choose from whereas the urban one has multiple choices. The difference is also in the way of thinking. The rural customer has a fairly simple thinking as compared to the urban counterpart. Marketing Strategies Differentiation The concept is to make the product different from those of its competitor. When we look at the Indian Ice Cream market we see that the leaders naturals have constantly maintained its market leadership by constantly differentiating on the basis of new flavors. And coming up with line extensions with regular frequency. The only alternative for Ice Age Ltd. to survive in this industry will be to differentiate itself. This differentiation could be on the basis of the marketing mix. (Product, Price, Promotion, Place) Thus, as per the different factors of marketing mix 4 Different strategies are made to market in the developing cities in India. Target Market Ice Age the healthy ice cream parlor offers a wide range of sugar free and fat free ice creams. The ice creams are specially made keeping in mind all the health conscious people as well as youth and people who suffer from illness like diabetes. Ice Age is a healthy ice cream parlor which targets the higher middle class and rich class of the society. Due to the variety of flavors and the specialty of being sugar free and fat free makes the Ice Age Ice Creams more popular among the fitness and health conscious people. Ice Age targets the market where people are ready to buy healthy junk food due to their taste buds and the fact that Ice Age Ice Creams are totally fat free and sugar free with the same original taste. Hence Ice Age Ice Creams targets the market where people from age group 1 year to 80 years can enjoy their favorite ice cream keeping in mind health conscious people, diabetic people, young people, etcà ¢Ã¢â€š ¬Ã‚ ¦ Segmentation Segmentation variables Several variables differentiate consumers who prefer different kinds of Desserts, such as frequency of consumption, price sensitivity, relative importance of calories vs. taste, consumption occasion (at home, at work, at a social event, during recreation or at a restaurant), and desired serving size. The two most important variables are probably price sensitivity and the taste-calorie tradeoff. The reason that price sensitivity is especially important is that some consumers will pay high prices for a product of high q