Symbolism Is The Use Of Symbols To Signify Important Meaning

Symbolism is the use of symbols to signify important meaning to things. These symbols could be basically anything in which a meaning is more than just the literal context. Hawthorne has several uses of symbolisms in his stories. Symbolism was very popular literary device during the Romantic period, where the object embodied some sort of idea. â€Å"The symbolism of his works focused on isolation and guilt of the individual, the uncertainties of good and evil, and the continual hold of the past on the present. Hawthorne focused on his Calvinist lineage and America s Calvinist ideological past, as well, in hopes of coming to terms and making sense of it. Hawthorne s writing is full of symbolic characters, settings, and objects. Hawthorne s†¦show more content†¦Another form of symbolism in The Scarlett Letter is Hester’s daughter, Pearl. Hester names her daughter Pearl is a being a great price and her mother’s only treasure. This meant that Hester paid a great pr ice to have Pearl. â€Å"In exchange for Pearl, she gave up everything else: her reputation, her community, and even her religion† (Shmoop Editorial Team). Lastly, the readers see a symbolism of the black man toward the end of the book. The black man is considered the expression of Satan. Hester thought the scarlet letter mark was the black man’s mark. The black man was considered to be evil and that is how it was symbolic in the story. â€Å"Hawthorne has a perfect atmosphere for the symbols in The Scarlet Letter because the Puritans saw the world through allegory. An allegory in literature is a story where characters, objects, and events have a hidden meaning and are used to present some universal lesson. For them, simple patterns, like the meteor streaking through the sky, became religious or moral interpretations for human events. Objects, such as the scaffold, were ritualistic symbols for such concepts as sin and penitence† (The Scarlet Letter). â€Å"You ng Goodman Brown† is a story that took place during the Salem Witch Trials. In this story, you see people accusing each other of being a witch. Smith summarized this story into, â€Å"Young Goodman Brown as he says goodbye to his wife of three months. He tells her that he must go on this journey andShow MoreRelated Use of Symbols and Symbolism in Edgar Allen Poes The Raven Essay692 Words   |  3 PagesUse of Symbols and Symbolism in Edgar Allen Poes â€Å"The Raven† Literature would not be the same if the author didn’t take symbolism into account while writing the piece. One of the world’s best writer’s, Edgar Allen Poe, is a superb example of this representation that has intrigued mankind for centuries. Poe uses various forms of symbolism to play off the emotions of his readers. Using elements of nature, dread, superstition, and legend, Poe can create a world of trepidation in the minds of theRead MoreSymbolism In The Kite Runner By Khaled Hosseini992 Words   |  4 Pagesoften uses symbolism throughout the book. There are many, many items or things that signifies something, or means something different than what is shown. For example, things like the kite, the pomegranate tree, Amir’s scar, the slingshot, the reference of the lamb, and Hassan’s cleft lip. Analyzing symbolism in this book could go far, there are many things to be said about the symbolism in this novel. The reason for using symbolism is becaus e its an important tool to use to create meaning and imageryRead MoreThe Presence of Symbolism Throughout The Black Cat and â€Å"The Cask Of Amontillado† by Edgar Allan Poe718 Words   |  3 Pagesstories by Poe had in common was the literary element of symbolism. Symbolism is the practice of representing things by symbols, or of investing things with a symbolic meaning or character. In Poe’s works such as â€Å"The Black Cat† and â€Å"The Cask Of Amontillado† Edgar illustrates the mental state of his characters through the use of symbolism. In the story â€Å"The Black Cat† the narrator’s psychological state is portrayed through the signs or symbols of the white fur, the cat, its eye, and the wall. In theRead MoreThe Alchemist By John Coelho1285 Words   |  6 Pagesto pursue a dream, your life wakes up and everything has meaning.† Barbara Sher’s quote illustrates Paulo Coelho’s attempt in The Alchemist to raise the idea that individuals should pursue their Personal Legend and individual dreams. Coelhio uses a multitude of literary elements such as symbolism and setting as described by Thomas C. Foster in How to Read Literature Like a Professor. In The Alchemist, Coelho uses his characters as symbols to manifest his overall theme to engage in following yourRead MoreParing Knife Short Story Essay712 Words   |  3 Pagesexamined for symbols that add foreshadowing and additional meaning. The short stories The Paring Knife and Cranes show how symbolism can be used to foreshadow and add more meaning to stories. The Paring Knife, a short story written by Michael Oppenheimer in 1982, follows the discovery of an old paring knife that a couple lost after an argument. Cranes, a short story written by Peter Meinke in 1987, discusses a married couple out on a marsh watching cranes. Both stories use symbolism to make theRead MoreThe Merchant Of Venice By William Shakespeare Essay1724 Words   |  7 Page sSymbolism is used extensively in the play The Merchant of Venice. It is used to represent aspects of the people’s culture and to signify feelings within people in love. The caskets signify the choices that people have in the community as well as depict the character of Portia’s suitors. The three caskets are the key to the marriage between Bassanio and Portia, and the rings signify the love and affection among the two of them as well. The caskets and the rings are used to enhance the two major themesRead MoreSymbolism in The Great Gatsby and The Raven Essay883 Words   |  4 Pages Symbols are secret messages that are embedded in the texts of literature. Some symbols are more well-known and better understood than others. Authors use symbols to tell how they are feeling (Overview). The symbols in F. Scott Fitzgerald’s The Great Gatsby and The Raven by Edgar Allan Poe are very different; however, they are still very important throughout both pieces of literature. Throughout The Great Gatsby the narrator, Nick, describes the colors that the characters wear and colorsRead MoreLiterary Analysis Of The Jilting Of Granny Weatherall By Katherine Porter1128 Words   |  5 PagesRachell Burns English 1302 Section 155 October 26, 2015 Symbolism in Literature Writers often use a myriad of different literary techniques to express different ideas to those who read their work. One of the most common tools authors utilize would be the use of symbols to portray an abstract meaning different from the literal interpretation of the text. This element of a story helps connect an object or idea with the greater meaning within a story through literary analysis. This helps make the moralRead MorePassing Time, the Thief of Life in John Milton’s â€Å"How Soon Hath Time† 1093 Words   |  5 PagesJohn Milton’s â€Å"How Soon Hath Time† is a poem that distinguishes between different meanings of time, both literally and in relation to God. Milton explores the significance of time from the perspective of himself, as a poet. He alludes to Calvinism, a doctrine shared with many others during the time period, in his acceptance of time as a way to step closer spiritually to God as he ages. Additionally, the text suggests that pat ience is a virtue that will heal Milton’s poetic powers through God. OutsideRead MoreNavajo Creation Story Analysis1136 Words   |  5 Pagesâ€Å"Navajo Creation Story† There is an enormous amount of symbolism in the Navajo Creation Story. One important symbol is the number 4. The table below lists several aspects of the story that are related to the number 4. Four Mountains Snow capped Four Clans Honaghaahnii, Bit’ahnii, Hashtl’ishnii, Todich’ii’nii Fours Colors White, blue, yellow, black Four Holy People White Body – Talking God Blue Body – Water Sprinkler Yellow Body – Calling God Black Body – Fire God Four calls Voice called 4 times before

Essay Project 1 Mod 5 - 786 Words

Water budget for Terre Haute, Indiana J F M A M J J A S O N D P 7.4 6.8 9.6 9.4 10.1 10.2 8.1 8.2 8.7 6.9 8.4 7.5 PE 0.0 0.0 1.8 4.9 10.2 13.4 15.8 13.8 9.9 5.2 1.7 0.1 P-PE 7.4 6.8 7.8 4.5 -0.1 -3.2 -7.7 -5.6 -1.2 1.7 6.7 7.4 Change 0.0 0.0 0.0 0.0 0.1 -3.2 -6.7 0.0 0.0 1.7 6.7 7.4 In ST ST 10 10 10 10 9.9 6.7 0.0 0.0 0.0 1.7 8.4 10 AE 0.0 0.0 1.8 4.9 10.2 13.4 14.8 8.2 8.7 5.2 1.7 0.1 D 0.0 0.0 0.0 0.0 0.0 0.0 7.7 5.6 1.2 0.0 0.0 0.0 S 7.4 6.8 7.8 4.5 0.0 0.0 0.0 0.0 0.0 0.0 0.0 7.4 The water budgets of Berkeley, Ca., and Terre Haute, In., are greatly affected by their respective geographies, topographies, climates and†¦show more content†¦Terre Haute lies in an area described as a humid, subtropical climate, a Cfa on the Koppen Letter Code System. This area is a mild, mid-latitude climate characterized by warm-to-hot summers, precipitation with a summer maximum, and mild winter temperatures. Both Berkeley and Terre Haute lie within relatively the same latitudes, however, Berkeley lies in an area stabilized by the poleward migration of the subtropical high and relatively cool water of the Pacific Ocean (Hess, 2013). This brings dry weather to Berkeley. Terre Haute, however, does not benefit from this stability, and continues to experience precipitation throughout the summer months. In the areas of the Eastern United States, this effect is also contributed to by the influence of tropical cyclones. Berkeley, according to www.usclimatedata.com, has its highest precipitation levels during December thru February, which is typical of Csa climates (Hess, 2013). This peak of rainfall that is unbalanced with a typical increase of water demand during summer greatly stresses the water budget, and can result in a sever water deficit during summer months. Californians struggled with this through the summer of 2014, and according to an article by National Geographic, California will struggle with a water deficit of the amount necessary to provide water to 1.5 million homes. 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Essay On Social Promotion Like A Race Example For Students

Essay On Social Promotion Like A Race Social Promotion an evil in this SocietyJohnny is a fifth grade student who is almost ready to graduate and move on to the sixth grade. Johnny however, can not multiply or divide. He cannot spell or read. Johnny fell behind in the third grade. His teacher overlooked his failure and promoted him so that he would not be held up socially. Johnnys fourth grade teacher promoted him to fifth grade hoping that he would catch up with his classmates. Johnny is now about to enter the sixth grade with the educational skills of a second grader. The situation described above is called social promotion. It is the process of moving children through grades regardless of learning or skill. For years it has been the common practice in education to move students from grade to grade because of chronological age (Mitzel 468). Students should have an adequate education in order to be equipped for the twenty- first and twenty-second century. The injustice of social promotion should be ended and society mus t discover the best route to achieve genuine student success. Students who are socially promoted have no skills for life. The number of social promotions each year nears two million (American Federation Teachers). Social Promotion shows children that no matter what grade they achieve they will be promoted. This creates two problems. Students will not work to achieve; laziness is created in children. Second, the students who work hard and learn the material are often overlooked so that a teacher may help a student who is behind because of social promotion. Social promotion was brought to the attention of the country when President Clinton gave his State of the Union Address in 1999. In this address he stated many educational goals such as a mandatory third grade reading goal and the reformation of the school system in order to equip it for the twenty -first centuries. Along these same lines the President has called an end to social promotion. President Clinton proposed not just to ho ld back failing students but to do something about their failure. Such as remedial classrooms, identifying weakness before it is too late, strengthening learning opportunities and placing strong well-trained teachers in classrooms (Galston 35). If a student was asked in the nineteenth century what grade she or he was in they would probably say something along the lines of, I sit in the fifth row or I have a blue reading book(Mitzel 450). There were no grade levels, which is most likely where social promotion found its roots. Although Social Promotion is a newly arising concern today: it has a long history. The process of promoting students no matter what their academic success has been the standard in education thus far. For example in Chicago alone more than 40,000 children failed standardized tests (Berg A2). Why are student allowed to slip though the fingers of education? For one thing it is easier to promote the student from grade to grade than it is to deal seriously with that students learning problem (Economist 33). This is the main reason for social promotion. It is the theory of if it isnt looked at then it isnt there. Teachers and administrators do not want to accept failure on their own parts or the students. This is a case where the educational needs of children take a back seat to administrative convenience (Economist 34). Students keep getting promoted to the next grade without the knowledge necessary to survive. Often it is thought that if a student is promoted then they will catch up in the following grade. This sets the next class behind because it is filled with some students who have the skills and some that do not and should not be in that specific grade level. The next teacher is at a loss for what level to teach, should they teach down at the non-skilled students and r isk losing the other students attention? Social Promotion occurs to avoid damaging their self-worth, then to assume that the child will catch up in later grades(McCormick 27). Administrators and teachers do not want to impair students self esteem by holding them back. Holding children back is thought to create embarrassment and low self worth in students. Children are often made to think less of themselves when made to repeat a grade, should we however combat this with telling a student that no matter their work or effort they will be promoted? How will this increase self esteem? Mrs. Crew, a fifth grade teacher, does not let one child leave her class due to social promotion, she says This is not about being punitive with kids, this is about caring so much about children that you will not let them fail (McCormick 27). This is the way to produce high self-esteem in students. Let them know their success is cared about. There are many reasons to justify Social Promotion but none of the m really make sense in the long run. .uce765b96859909d05683f85246630400 , .uce765b96859909d05683f85246630400 .postImageUrl , .uce765b96859909d05683f85246630400 .centered-text-area { min-height: 80px; position: relative; } .uce765b96859909d05683f85246630400 , .uce765b96859909d05683f85246630400:hover , .uce765b96859909d05683f85246630400:visited , .uce765b96859909d05683f85246630400:active { border:0!important; } .uce765b96859909d05683f85246630400 .clearfix:after { content: ""; display: table; clear: both; } .uce765b96859909d05683f85246630400 { display: block; transition: background-color 250ms; webkit-transition: background-color 250ms; width: 100%; opacity: 1; transition: opacity 250ms; webkit-transition: opacity 250ms; background-color: #95A5A6; } .uce765b96859909d05683f85246630400:active , .uce765b96859909d05683f85246630400:hover { opacity: 1; transition: opacity 250ms; webkit-transition: opacity 250ms; background-color: #2C3E50; } .uce765b96859909d05683f85246630400 .centered-text-area { width: 100%; position: relative ; } .uce765b96859909d05683f85246630400 .ctaText { border-bottom: 0 solid #fff; color: #2980B9; font-size: 16px; font-weight: bold; margin: 0; padding: 0; text-decoration: underline; } .uce765b96859909d05683f85246630400 .postTitle { color: #FFFFFF; font-size: 16px; font-weight: 600; margin: 0; padding: 0; width: 100%; } .uce765b96859909d05683f85246630400 .ctaButton { background-color: #7F8C8D!important; color: #2980B9; border: none; border-radius: 3px; box-shadow: none; font-size: 14px; font-weight: bold; line-height: 26px; moz-border-radius: 3px; text-align: center; text-decoration: none; text-shadow: none; width: 80px; min-height: 80px; background: url(https://artscolumbia.org/wp-content/plugins/intelly-related-posts/assets/images/simple-arrow.png)no-repeat; position: absolute; right: 0; top: 0; } .uce765b96859909d05683f85246630400:hover .ctaButton { background-color: #34495E!important; } .uce765b96859909d05683f85246630400 .centered-text { display: table; height: 80px; padding-left : 18px; top: 0; } .uce765b96859909d05683f85246630400 .uce765b96859909d05683f85246630400-content { display: table-cell; margin: 0; padding: 0; padding-right: 108px; position: relative; vertical-align: middle; width: 100%; } .uce765b96859909d05683f85246630400:after { content: ""; display: block; clear: both; } READ: The Road Not Taken EssayWe are giving educators a pass for lack of performance and we are putting kids on the street with pieces of paper that are essentially worthless (Toch 59). Each year young adults graduate from high school, and have no skills to maintain a job. The remedial training required by companies for these graduates in subjects like Math and English are outrageous. More than twenty percent of all businesses provide remedial training for high-school graduates, at an annual cost of billions (Galston 35). Doing something about the failure ahead of time is more reasonable than socially promoting students until graduation. In the heat of the promotion versus non-p romotion debate, the dropout rate is often not considered (Mitzel 468). Social promotion causes a high drop out rate. This theory lies behind Social Promotion, students that are held back more than once then they are most likely to drop out all together. However this has been proven false. If students are promoted with out learning the material they will become frustrated and therefore drop out later in their school careers. The second case is five percent more likely to occur than the first. It is not good enough to just end Social Promotion by retaining students in their failing grades. Creating a new set of rules about how students progress from grade to grade will not address the underlying problem, nor stop the policy seesaw between retention and promotion(GII). Students must be made to attend remedial training, summer school, pass exit exams and maintain a 2.0 GPA or above. Advancing students from grade to grade almost regardless of their level of learning (Toch 52) must be ended. Remedial training is the process of extending learning hours for students who need the extra help. This is often called Remedial Purgatory; students in Chicago are often placed in this kind of learning environment when their scores on exit exams are low (Berg A1). Summer school as it is now, is not going to help failing students. Some feel that summer school, a misguided effort to rescue socially promoted students, has also provided an incredible disincentive to work (General Internet Inc. ). Teachers need to spend time with their summer school students not just make them repeat the material that hey have already failed to learn, this must be an opportunity to teach these students in a different way. Finally there must be defined grade level performance therefore students should be tested upon exiting a grade, even in elementary school. Students must be rewarded for their work Social promotion breaks down the school atmosphere. However, simply sending students to summer school and/or holding them back a grade may not be the answer either. Standards and policies must be set to intensive with failing students learning problems (American Federation of Teachers). It is clear that Social Promotion is unjust to both successful and failing students. These alternatives to Social promotion must be explored and immediately put into effect. The education system must no longer promote students unto failure. State educators must take action. There is no long an excuse to look over Social promotion. Changes have already been made in both Illinois and California; it is time that the rest of the nation realizes the need for this change and takes charge. America is proclaimed the most advanced nation in the world and we are putting our future in the hands of social promotion. Society needs to answer the Presidents plea help us end social promotion (Rothsten 95). This can be done by the remedies described above but also there must be more accountability from everyone involved in education in order to make children more successful (Berg A2). .u5af717859a56d447ecf58c6b2c2725c7 , .u5af717859a56d447ecf58c6b2c2725c7 .postImageUrl , .u5af717859a56d447ecf58c6b2c2725c7 .centered-text-area { min-height: 80px; position: relative; } .u5af717859a56d447ecf58c6b2c2725c7 , .u5af717859a56d447ecf58c6b2c2725c7:hover , .u5af717859a56d447ecf58c6b2c2725c7:visited , .u5af717859a56d447ecf58c6b2c2725c7:active { border:0!important; } .u5af717859a56d447ecf58c6b2c2725c7 .clearfix:after { content: ""; display: table; clear: both; } .u5af717859a56d447ecf58c6b2c2725c7 { display: block; transition: background-color 250ms; webkit-transition: background-color 250ms; width: 100%; opacity: 1; transition: opacity 250ms; webkit-transition: opacity 250ms; background-color: #95A5A6; } .u5af717859a56d447ecf58c6b2c2725c7:active , .u5af717859a56d447ecf58c6b2c2725c7:hover { opacity: 1; transition: opacity 250ms; webkit-transition: opacity 250ms; background-color: #2C3E50; } .u5af717859a56d447ecf58c6b2c2725c7 .centered-text-area { width: 100%; position: relative ; } .u5af717859a56d447ecf58c6b2c2725c7 .ctaText { border-bottom: 0 solid #fff; color: #2980B9; font-size: 16px; font-weight: bold; margin: 0; padding: 0; text-decoration: underline; } .u5af717859a56d447ecf58c6b2c2725c7 .postTitle { color: #FFFFFF; font-size: 16px; font-weight: 600; margin: 0; padding: 0; width: 100%; } .u5af717859a56d447ecf58c6b2c2725c7 .ctaButton { background-color: #7F8C8D!important; color: #2980B9; border: none; border-radius: 3px; box-shadow: none; font-size: 14px; font-weight: bold; line-height: 26px; moz-border-radius: 3px; text-align: center; text-decoration: none; text-shadow: none; width: 80px; min-height: 80px; background: url(https://artscolumbia.org/wp-content/plugins/intelly-related-posts/assets/images/simple-arrow.png)no-repeat; position: absolute; right: 0; top: 0; } .u5af717859a56d447ecf58c6b2c2725c7:hover .ctaButton { background-color: #34495E!important; } .u5af717859a56d447ecf58c6b2c2725c7 .centered-text { display: table; height: 80px; padding-left : 18px; top: 0; } .u5af717859a56d447ecf58c6b2c2725c7 .u5af717859a56d447ecf58c6b2c2725c7-content { display: table-cell; margin: 0; padding: 0; padding-right: 108px; position: relative; vertical-align: middle; width: 100%; } .u5af717859a56d447ecf58c6b2c2725c7:after { content: ""; display: block; clear: both; } READ: Better Life with Cooking EssayJohnny is a fifth grade student, who in third grade did not grasp the basics of multiplication and division. Johnnys teacher saw this and was determined not to let Johnny leave her class with out the skills to survive the fourth grade. Johnny did very well in the fourth grade, due to the hard work he and his third grade teacher put in to the material. Now Johnny is graduating elementary school and moving on to the sixth grade with the skills of a fifth grader. Current Events

Pros and Cons of the Iq Test free essay sample

They do not test perception. They also dont account for abstract thinkers. IQ tests are very limited. They do not test how people see things, while a very brilliant person may not be able to construct a building out of legos. They might be able to postulate the theories of the universe but are so inarticulate they cant carry on a conversation for more than a few seconds. Their mind maybe a fantastic place of formulas and ingenious plans but theyre trapped there, unable to be conveyed to others or vise versa. Con’s- IQ test I believe can be used to stereotype individuals which may limit them. The test also is very limited in predicting non-test or non-academic activities. The long term predictions are inaccurate. They are not concerned with the underlying processes involved in problem solving. They focus on the final product or outcome rather than on the steps involved in reaching the outcome. We will write a custom essay sample on Pros and Cons of the Iq Test or any similar topic specifically for you Do Not WasteYour Time HIRE WRITER Only 13.90 / page The practitioner may apply labels quickly and easily, without attempting to examine the specific strengths and weaknesses. A person that is familiar with the test will have a better advantage over others. These tests are mainly focused on language and math, suggesting if you are weak in those areas your results will be lower. If a child takes it and has a high score it will help determine if he/she should be placed in advanced classes, and it can also help detect if a person is in need of extra help. Behavioral observation during the test can also help provide personality traits. PRO’s-I believe that the IQ test can be used to identify individuals that may need extra help or some type of learning assistance. Behavioural observation while taking the IQ test can also provide a lot of useful information about the individual taking the test; were they anxious or stressed during the process? Key indicators will be useful for this. The test is highly standardized, highly validated and reliable so you can feel comfortable that the outcome is reliable and accurate. I believe that some people with a high IQ will brag about their results, also it gives some sort of crude measures of a person potential. The test is not culture free and fair and it creates discrimination. The results are more dependent upon your experiences rather than what you have learned or know. It will also serve as a tracking record for ongoing education. The intelligence test only measures a sample of the person’s behavior and situations in which intelligent behavior is revealed. The test doesn’t provide a accurate reading on how a person functions in everyday living and situations, it doesn’t capture ones social knowledge and creativity. It does not capture real life situations. The tests will not test for perception and it does not account for the individuals that may be abstract thinkers. I am very intelligent, but my IQ is around 90 which is average. The test doesn’t also take into consideration if the person happens to be dyslexic. I believe that there are several contributing factors to the IQ test that can effect or contribute to results such as: The conditions in the testing room, if there are any distractions. If the child had a good night sleep or a balanced meal before the test. His or her testing ability, are they not a good tested or do they freeze up while taking tests. If a person is coached before the test is may affect their results and if you are familiar with the test does that mean it isn’t a true score? Maturity will also play a role (now sometimes referred to as emotional intelligence) is extremely important, but it isnt tested in IQ tests. For instance, you may be advanced at math’s and physics, but it may be of limited use if get angry or frustrated easily. You need to get along with others, stick up for yourself without violence, and be sensitive to those around you and so on. Losing your temper easily when you are frustrated will cause no end of problems and not just with peers. I personally don’t agree with all the pros and cons of the IQ test but society in this day and age does like to use it and I believe that this is a good way to label an individual early on, and once you are labeled it is too tough to have it changed. I don’t really think I am a good test taker so I know my results are not a true and accurate one, some people are better taking a test face to face.

Thesis Edith Wharton and New York Essay

Thesis Edith Wharton and New York Essay Thesis: Edith Wharton and New York Essay Edith Wharton Edith Wharton, born on January 24, 1862, in New York City, NY, wrote about the corrupt society of New York’s elite, which she had been a part of throughout her life. Her parents were very prominent on the social scene. George Jones of â€Å"keeping up with the Joneses† and Lucretia Stevens Rhinelander introduced Wharton and her two brothers to the harsh, judgmental society of the New York elite. From her birth, gossip was spread about who Wharton’s real father was. It was believed that her mother cheated on her father with the family’s English tutor, who was Wharton’s real dad. The truth has not been proven, but Wharton believed the rumors. After the Civil War, her parents moved the family to Europe because it was safer there than it was in the states at the time. Throughout her childhood, Wharton’s family travelled between Europe and various places in the American Northeast. By age 18, Wharton had begun to publish poems in magazines and had become very prominent in society, like her parents. She fell in love with a man, Walter Berry; however, she became engaged to an older, wealthier Bostonian, Edward Wharton. In 1885, they were married. Wharton began by writing design books, like The Decoration of Houses, published in 1897. In 1902, her estate, The Mount, was finished in Lenox, MA, where The House of Mirth was written. Edith and her husband travelled back and forth between their estate in Lenox, MA, and Europe. Edward Wharton’s mental state was diminishing around 1908, the same time when Wharton began to have an affair with Morton Fullerton, whom she found to be an intellectual partner in contrast with her husband. They were divorced in 1913, two years after Wharton moved to Europe permanently. In 1920, The Age of Innocence was published, which is thought of as her best book and earned Wharton the Pulitzer prize in 1921; the first time it had ever been awarded to a woman. Throughout her years, she socialized w ith the most elite of the time, including Theodore Roosevelt and F. Scott Fitzgerald. Her long-time love, Walter Berry, never fully left her life until he died in 1927. When Wharton died of a stroke on August 11, 1937, she was buried next to Berry in the American Cemetery in Versailles, France. Springer, Marlene. â€Å"Edith Newbold Jones Wharton.† American Women Writers. Vol. 4. New York: Frederick Ungar, 1982. Print. â€Å"Wharton, Edith (Newbold Jones) (1862-1937). â€Å"Benet’s Reader’s Encyclopedia of American Literature. George B. Perkins, and Philip Leininger. Vol. 1. New York: Harper Collins, 1991. 1119. Literature Resource Center. 29 Jan. 2013. Outline I. Introduction A. Thesis: In The Age of Innocence and The House of Mirth, Wharton illustrates society’s harsh influence on individuals through the characters Newland and Lily as they face a decision to stick to what society wants or to follow their hearts to ultimate happiness. Through these characters’ decisions, Wharton reveals the negative consequences of conforming to society rather than following one’s heart and passion. B. Newland’s choice between innocence and passion C. Lily’s struggle to live the life society wants for her II. Newland Archer A. His life and attitude before he meets Ellen; the life he thinks he wants with May B. The shift in thought he has after meeting Ellen; the choice arises between society’s influence and his passion C. Newland’s decision and the aftermath of his decision D. How the title relates to the innocence of May versus the passion of Ellen III. Lily Bart A. Her desire to fit in to society’s mold and lack of personal decision making while still wanting independence B. The decision she faces to conform to money or marry Selden C. Aftermath of her decision and Selden moving on after her D. Her demise and inability to live her dreams after she chooses to E. How the title relates to Lily’s foolishness while trying to fit in to

Sample Grad School Recommendation Letter by a Professor

Sample Grad School Recommendation Letter by a Professor Successful graduate school applications are accompanied by several, usually three, recommendation letters. Most of your graduate admissions letters will be written by your professors. The best letters are written by professors who know you well and can relay your strengths and promise for graduate study. Below is an example of a helpful recommendation letter for admission to graduate school. What Effective Recommendation Letters Should Include An explanation of the context in which the student is known (classroom, advisee, research, etc.)The evaluationData to support the evaluation. Why is the student a good bet? What indicates that he or she will be a competent graduate student and, eventually, professional? A letter that does not provide details to support statements about the candidate is not helpful. What to Write Below is a template to help you organize your ideas as you compose a students letter of recommendation. Section headers/explanations are in bold (dont include these in your letter). Attention: Admissions Committee [if a specific contact is provided, address as indicated] Introduction: I am writing to you in support of [Student Full Name] and [his/her] desire to attend [University Name] for the [Program Title] program. Though many students ask me to make this request on their behalf, I only recommend students whom I feel are well-suited for the program of their choice. [Student Full Name] is one of those students. I highly [recommend, recommend without hesitation; as appropriate]  [he/she] be given the opportunity to attend your university. The Context in Which You Know the Student: As Professor of Biology at University Name, for X years,  I have encountered many students in my classroom and lab [edit as appropriate]. Only a small handful of outstanding students offer a unique perspective and really embrace their learning of the subject matter. [Student Name] has consistently shown promise and commitment, as indicated below. I first met StudentName in my [Course Title] course during the [Season and Year] semester. Compared to the class average of [Class Average], [Mr./Ms. Last Name] earned a [Grade] in the class. [Mr./Ms. Last Name] was evaluated on [explain basis for grades, e.g., exams, papers, etc.], in which [he/she] performed exceptionally well. Illustrate the Students Competencies: Though StudentName has consistently exceeded in all areas of [his/her] coursework, the best example of [his/her] promise is indicated in a [paper/presentation/project/etc.] on [works title]. The work clearly showed [his/her] ability to deliver a clear, concise and well-thought presentation with a new perspective by demonstrating.... [embellish here]. [Provide additional examples, as appropriate. Examples that illustrate research skills and ​interests, as well as ways in which you have worked closely with the student are particularly useful. This section is the most important part of your letter. What can your student contribute to the graduate program and professors with whom she may work? Why is she exceptional - with support?] Closing: StudentName continues to impress me with [his/her] knowledge, skill and dedication to [his/her] work. I’m sure you will find [him/her] to be a highly motivated, competent, and committed student who will grow into a successful professional [edit as appropriate- indicate why]. In closing, I highly recommend [recommend without reservation; highest recommendation; add as appropriate] Student Full Name for admission to the [Graduate Program] at [University]. Please feel free to contact me if you require further information. Sincerely, [Professors Name][Professors Title][University][Contact information] Recommendation letters are written with a specific student in mind. There is no generic grad school recommendation letter. Consider the above as a guide as to the sort of information to include as you write recommendation letters but tailor the content, organization, and tone for the particular student at hand.

Journal Essay Example | Topics and Well Written Essays - 250 words - 73

Journal - Essay Example Additionally, I do not understand how change in time as well invention of technology will in any way change a humble person to a narcissist. Despite of these confusions however, I conquer with the opinion of O’Brien that the current young people lack cognitive empathy. This is evidenced by the neglect of young people towards each other not only at school, but also in other social amenities. At least the article makes me know that I am not I my own world when I consider current youths self-centered in their activities. In addition to expounding my understanding of the challenges of the young people, today’s reading also boosts my writing skill by introducing me to new vocabularies. It also expounds my reasoning and as a result enables me to learn how my courses relate to each other. Additionally, today’s reading enhances practicability of what we read before by detailing on what takes place in the current society. Although I do not understand how O’Brien carried out his research worldwide and came up with the conclusion that human empathy is declining with time, I do agree that his article was educative and

An Analysis of Fairies as a Literary Device In Medieval Folklore Essay

An Analysis of Fairies as a Literary Device In Medieval Folklore - Essay Example A number of saints holidays (that happened to coincide with older holidays) help to ease the layperson's transition from pagan beliefs into a more Christian view of the world. These beliefs in the old magic evolved into literary devices when incorporated into folk tales, frequently used to either juxtapose the new and old beliefs, to distinguish between the two, to either reconcile them or to show the superiority of the new religion, as Christianity soon became omnipresent in medieval life. These Christian elements came to be exhibited retroactively through romantic tales of chivalry, for what was once an ethos of "might makes right" soon were thought to exemplify such Christian ethics as the mighty defending the weak, or the application of mercy. The reverence of the Virgin Mary developed into a reverence of all women and the notion of courtly love. However, these patterns spread slowly. To examine these elements in an evolutionary, if not exactly chronological, orderone can focus o n such examples as the lais "Bisclavret" and "Yonic" by Marie de France and the J. R. R. Tolkien translations of "Sir Gawain and the Green Knight" and "Sir Orfeo." Marie de France's lais "Bisclavret," or "The Werewolf," approaches the notion of magic through the title character's curse of transforming into a werewolf. A brief summary of the plot describes Bisclavaret's curse, his wife discovering it, and then her subsequent betrayal of her husband in favor of another man which results in Bisclavret being trapped in wolf form. As a wolf, he eventually wins the respect of the king, who allows the wolf to stay at the castle. The wolf is well behaved until he meets is betrayers, at which point his animosity is so great that the court recalls the woman's lost husband. She confesses, Bisclavret is restored and the couple are exiled. In the context of this story, the author holds no implicit distrust of magic: it is viewed as a condition pre-dating the arrival of Christianity (paralleling evils of human nature), and while it proves a cursed inconvenience, it in no way prohibits Bisclavret from acting nobly while in wolf form: "He's never touched anyo ne, / or shown any wickedness, / except to this woman."1 The plot instead focuses on Christian moralizing, i.e. the evils of the wife and knight's betrayal of their lord (thereby breaking the holy covenant of marriage, as wel as the knight's forswearing of fealty to his lord) , and their subsequent punishment. The loophole provided by magic actually provides a more satisfactory retribution than mere Christian conscience would allow, for the Church would undoubtedly promote the notion of mercy, forgiveness and leniency. The couple are allowed this to an extent, as they are merely exiled with no other pronouncement of punishment. But magic allows a more telling retribution: when the wolf attacked the woman, he bit off her nose. Not only is she nose-less for the rest of her life, but several of her daughters were also born without noses, thus continuing the medieval tradition of a flawed character revealing itself in physical defect. While Bisclavret's condition proves the means of his eventual revenge, the father of the title character "Yonec" uses magical transformation for different reasons and with different results. This

Language Investigation Essay Example for Free

Language Investigation Essay How gender affect linguistics in programmes. For this investigation I aim to produce a theory on the language of gender orientation in programming. I think it will be interesting to observe how the role of male and female in our society can affect the programmes that are broadcasted and the linguistics that feature when a programme adheres to a particular gender roles. I will take into account the contextual factors to fully assess whether it is gender, or other factors such as age, class or culture, that affects the language of a programme. The type of programming I am going to study are childrens television programmes because they are commonly reflective of societys stereotypical views of gender. It is important to assess the influence of heavily male or female based language on children, and whether it forms a gender identity within them and affects how they linguistically interact with those around them. My hypothesis is that language will be heavily male orientated, following from the stereotypical role males have to assert dominance in society. I have chosen to study the childrens cartoon X-Men because it has an interesting reflection of gender portrayed through language. I am going to begin by analysing the title of the programme I am going to study X-Men. This title introduces the influence of male superiority through the language it uses, instantaneously using the word men to portray the themes of the programme. Instead of the programme only containing men as the title suggests, there is actually an equal number of men as there is women in the X-Men, so we can conclude that they play a dominant role in the programming, and the influence of stereotypical gender views have responsibility for this. It should also be considered that the women in this programme are represented through male characteristics, and by conforming to this and seen as part of the X-Men, they are not inferior, but instead seen as equal through another gender. The title clearly suggests that the programme is male orientated, and degrades the influence of the female gender in association with the themes of power and battle. Looking into the idea that the female characters in the X-Men are represented with male traits, I am going to study the language of the names used for each character. Without knowing the gender beforehand, it is difficult to associate any of the names with an influence of the female gender. Nearly every name is associates with male traits. For instance when looking at the name Wolverine we can clearly determine that the wolf is a origin for power, teamwork and male dominance, which is appropriate to the male character. In comparison to Rogue, a name which has no female influence, and disassociates the gender from the character, giving her a power orientated name, but suggests that the male represents power. This transcript is of a mostly male conversation, and reveals how the programme orientates towards this gender through its language. The use of M1-4 represents the 4 different male characters in this scene, and F1 represents the only female character. M2/3 are very aggressive, using phrases such as Lets crush him and I think me and my buds are gonna squash this slimeball. This associates the male figure as one of violence. This is disconcerting that this view could influence young children, because they will associate power and dominance with aggression, which could have all sorts of implications of their behaviour. Other male characteristics in the language of this scene are using last names for refer to each other, and imperatives to dominate the conversation and assert their authority. This fits in with George Keith and Jon Shuttleworths theory, found in Living Language, that men are competitive in conversation, as opposed to women, who are more supportive. The role of the female in this transcript is very brief, but she clearly supports the other character of Scott, rather than tries to compete with him. This transcript show how female characters are represented as weaker than male. It is interesting to consider that F1 is a dominating powerful character, with many male traits, when the programme deals with the super heros and battle scenes. In comparison, in this scene, she is represented as the supporting character, and inferior to the males. This suggests that the programme still has connotations of the weakness of the female gender. For instance when F1 says Oh, you poor baby! her language suggests she is being supportive. The use of the word baby has maternal connotations, which is representative of stereotypical domestic and mothering views of females. The language associated with this programme portrays how the male gender dominates the linguistics of X-Men which gives an insight into the general view of gender orientation of the programme. These two examples are more substantial in that they are repeated with every episode that a young child watches. It is important to analyse how a heavily male orientated programme effects children. We should consider that a childs perception of the reality of a television programme is somewhat unclear, and its influence could change their gender associated behaviour and understandings. When watching X-Men a young child receives language that has strong connotations of male dominance and power, which leads young children to gender roles themselves, which society have been trying to break for some time now.

Ireland Conflict :: essays research papers fc

Conservation of the Amazon Rain Forests The rainforests are essential for life on earth, and destroying them could result in an ecological imbalance and the loss of many valuable resources; therefore measures must be established to protect the world’s rainforests. The rainforests are a major factor in the stability of the environment, especially in the greenhouse effect and the help to fight pollution. The Amazon Rain forest is the largest tropical rain forest of the world. It covers about 2 million square miles and about two-thirds of the forest is in Brazil. The rain forest lies in parts of Bolivia, Peru, Ecuador, Columbia, and Venezuela. The rainforest receives about 50 to 175 inches and the average temperature is about 80 degrees. The Amazon rain forest contains a huge variety of plants and animals than any other place in the world. A statistic shows that a two and half acre area contains about 280 or more species of animals and trees. The growth of resources has made the rain forest decrease in size over the years. Only six percent of the rain forests are being protected today. Human activities are out of control and the forests are depleting rapidly. The rain forests are the homes to a variety of animals. These animals such as monkeys, gorillas, and leopards are a big source of food, which the native villagers heavily depend on. Many villagers depend on certain animals for me dicine. The two major factors that are destroying the rain forests are logging and poaching, logging being the greater of the two. â€Å"The further aspects of man’s impact on the vegetation of the rain forests must be mentioned: (1)the commercial exploitation of trees for lumber, (2)the continued exploitation of wood for fuel, including charcoal, and (3)the introduction of exotic trees for production of raw materials.†(Bennett 230) Logging itself, does not have to be so destructive. The multiple clearances of land are what is so destructive. The forest has the ability to replenish itself if given the proper time to. The problem is that as soon as the new trees reach a suitable size they are cut again. Some areas of the rain forest have been cleared three times in thirty years. Logging has grown extensively, and there is a spread of it into the last intact forests. One of these is the Amazon River Basin. The Basin is being logged from every side.

Native Americans in “The Pearl” by John Steinbeck Essay

Steinbeck’s The Pearl is one of his most intriguing pieces. Steinbeck manages to fit many different ideas into a short novella that is under a hundred pages. However, what makes The Pearl truly a great book is his critique of colonial society, and the interaction of Native Americans and colonists. Steinbeck emphasizes the differences between the colonists and the native Indians by using such symbols as the relationship between town and village, education, and instinct. Steinbeck also shows that he views changing one’s station, or attempting to, as foolish and impossible, but that trying to is needed to provide an example for others. Steinbeck uses the differences between town and village as a metaphor for the differences between the colonists and the Native Americans. Steinbeck shows how he uses the stark differences between the huts of the Native Americans and the grand villas of the colonists in the following quote:†They came to the place where the brush houses stopped and the city of stone and plaster began, the city of harsh outer walls and inner cool gardens where a little water played and the bougainvillea crusted where walls with purple and brick-red and white.† (Steinbeck, pg. 8) In this quote, Steinbeck emphasizes the stark difference between the village, made of simple materials, and the town, made of expensive materials. Steinbeck also uses the town’s buildings as a metaphor for the people within, as Steinbeck describes the buildings as having â€Å"harsh outer walls,† but having â€Å"inner cool gardens.† This could be a metaphor for the people within the building, portraying the people inside them as, at once, very kind and nice, but only once those walls had been let down. This shows the colonists as being very xenophobic, and being kind to their own race but â€Å"harsh† to other races. Steinbeck reinforces the idea that the colonists were living better than the Native Americans in the following quote:†The procession left the brush houses and entered the stone and plaster city where the streets were a little wider and there was a narrow pavement beside the buildings.† (Steinbeck, pg. 47)Steinbeck shows that the Native Americans saw the colonists’ living conditions as better than theirs, and that the streets were â€Å"a little wider,† which could be seen as a commentary for most things, and that in most things, what the colonists lived â€Å"a little† better.  Steinbeck here tells us, and when combined with the quote above, the colonists are living better than the Native Americans. Because the colonists have plenty of resources, and the Native Americans are not living in the luxury of the colonists, it indicates an unfair share of wealth, which is oddly skewed in the favor of the colonists. This reinforces the already presented ide a that the colonists are, overall, living better than the Native Americans. Steinbeck’s next way to differentiate between the colonists and the Native Americans is using their instinctual actions. Steinbeck shows that the colonists and Native Americans are instinctively different, thus he attempts to give an excuse, or perhaps a reason, for the differences between them, and their outcomes. Steinbeck explores into the instinctual differences between the Native Americans and the colonists in the following quotes:†There was sorrow in Kino’s rage, but this last thing had tightened him beyond breaking. He was an animal now, for hiding, for attacking, and he lived only to protect himself and his family†¦ [despite his need for a canoe,]†¦never once did it occur to him to take one of the canoes of his neighbor.† (Steinbeck, pg. 42) â€Å"He could kill the doctor more easily than he could talk to him, for all of the doctor’s race spoke to all of Kino’s race as though they were simple animals.† (Steinbeck, pg. 9)Once again, we can see the recurring theme that the Native Americans have become whatever the colonists mold them to be, and as seen in the second quote, Steinbeck says that â€Å"the doctor’s race spoke to all of Kino’s race as though they were simple animals†¦,† and Steinbeck says in the first quote that Kino â€Å"was an animal now†¦.† This shows that Kino, and his people as a whole, have become what the colonists have made them, and that they have become whatever the colonists wished them to be. This shows that the colonists control every facet of Native American life, and that anything that they want to be done will be done. Steinbeck shows that the colonists have been raised with the instinctive belief that they were above the Native Americans, and that they were better than the Native Americans:†Have I got nothing better to do than cure insect bites for ‘little Indians’? I am a doctor, not a veterinary.† (Steinbeck,  pg. 11)This shows that the doctor thought that the Indians were â€Å"animals,† and because of the fact that the colonists have been molding the Indians beliefs, the Indians thought that they were animals, perhaps resulting in the instinctive animal behavior. Steinbeck says in the previous quote that the colonists treated â€Å"Kino’s race† like that, so perhaps it has become an instinctual reaction to the oppression of the colonists. Steinbeck says that Kino was an animal who â€Å"lived only to protect himself and his family,† showing that he did it as an instinctive defense, and that he only becomes an animal to protect his family. Steinbeck also emphasizes that Kino becomes his animal alias only when he needs to hide or protect himself. This shows that Kino’s people have developed this as a natural defense, and its use is only for defense. This also shows that his people developed it for need of defense, and that continual need of protection is the only reason such a protection would be needed, and there is only one source for this continuous onslaught, and that is the colonists. Steinbeck also goes so far as to say that the instinctive animal that Kino becomes retains all of the qualities that Kino retains, even so far as his lack of will to steal from his own kind. This shows that Kino’s alias does not seek survival of Kino as a person, but Kino’s race as a whole. He is unwilling to take from his people, as his alias is unwilling to damage itself. If his alias is for the protection of a whole group of people, then they must be under attack from a large group of people, giving us the structure of the assumption that the colonist society persecutes the Native Americans and the Native Americans have developed instincts for their protection. â€Å"†¦the strangers came with argument and authority and gunpowder to back up both. And in the four hundred years [since,] Kino’s people had learned only one defense- a slight slitting of the eyes and a slight tightening of the lips and a retirement. Nothing could break down this wall, and they could remain whole within the wall.† (Steinbeck, pg. 17)In this quote Steinbeck shows another instinct, reclusion behind an inner shell, the creation of which has been directly linked to the coming of colonist society. However,  this reaction shows more of the actual standpoint of the Native American society, as reactive, and unable to be proactive. This reactivity means that the situation will remain the same, and if this was the way that Kino’s ancestors were and will be, then this situation will remain the same until stopped by outside intervention. This also shows that the Native American society has chosen to preserve itself within their shell, and to submit outside of it. Whenever attacked outside of the shell, they shelter inside their shell of refusal to change, as shown in the above quote. This results in the situation remaining a perfect clone of the situation that it was when it started, resulting in continuing colonist oppression. If the only place that they can take refuge is within personal shell, then they cannot control anything outside their shell, and they are therefore powerless outside their shell. The colonist society, as a whole, exerts their control over the Native American population using the yoke of education. â€Å"This is our one chance†¦ [our son] must break out of the pot that holds us in.† (Steinbeck, pg. 103)Steinbeck here shows what that the Native Americans see lack of education as a â€Å"pot that holds us in.† This also shows that they do not get any chances to learn, for if they did, then they would have more than â€Å"one chance.† As the only way they can learn is to be taught by an educated person, and the only educated people are the colonists, the colonists must be withholding education. This shows that the colonists might be intentionally trying to keep the Native Americans in their â€Å"pot.† It is also interesting that this â€Å"pot† is probably the same as the â€Å"shell† that the Native Americans hide in. â€Å"He did not know, and perhaps this doctor did. And he could not take the chance of pitting his certain ignorance against this man’s possible knowledge. He was trapped as his people were always trapped, and would be until†¦ they could be sure that the things in the books were really in the books.† (Steinbeck, pg. 76)This shows an example of how the colonists use education to control the Native American population. â€Å"He was trapped as his  people were always trapped, and would be until†¦they could be sure that the things in the books were really in the books.† This specific sub-phrase shows how his people trusted the books as reliable sources, information that the colonists must have planted. If the colonists planted the knowledge that the books were reliable, being the only people who could read the books, anything and everything that they said about the books, if not a lie, was true. And as the Native Americans did not know when people were lying, anything that a colonist said could be definitely accurate, or a lie. The risk seemed too much and the Native Americans usually did as they said, as Kino does, because they are afraid of matching their â€Å"certain ignorance against [the colonists’] possible knowledge.†Steinbeck also continually shows that the colonists use their control of religion, through their knowledge of education, as another way of controlling the Native American populace. â€Å"It was a good idea, but it was against religion†¦The loss of the pearl[s] was a punishment visited on those who tried to leave their station. And the father made it clear that each man and woman is†¦a soldier sent by god to guard some part†¦of the Universe†¦.But each one must remain faithful to his post and must not go running about, else the castle is in danger from the assaults of Hell†¦.† (Steinbeck, pg. 42)This shows that the colonists use their knowledge of religion, due to their reading ability, to keep the Native Americans thinking that they are doing God’s will, or, if they believe otherwise, do so out of fear of being incorrect. The colonists tell the Native Americans that they have to stay in their current position in life, living as poor peasants who treat the colonists as royalty, because that that is God’s will. Because the Native Americans are unsure of what is correct, they take what is, to them, the safer approach, b y doing as the colonists say. The colonists also bring in faith, by saying that if they are not faithful to their post, and thus not faithful to their religion, which would be considered blasphemy by the religious Native Americans, then they would be in danger of the attack from the â€Å"assaults of hell,† which could be  interpreted as going to hell, which the religious Native Americans would be very afraid of. â€Å"†¦I heard him make that sermon†¦he makes it every year.†This shows that the colonists try to keep the Native Americans in line, and that it is, again, a group effort and that the entire colonist community works as one in achieving their goal, the exploitation of the Native American society. This also shows that they do this repeatedly, and probably have for been using the same methods for centuries. This also shows that this oppression is not a one-time thing, and that it is a continuous, calculated, malicious oppression of a race. Steinbeck has shown throughout The Pearl his opinions on the differences between the colonists and the Native Americans by showing their relationship, as the type of relationship is based upon the differences of its members. Steinbeck shows this through the differences between town and village, instinct, and education. Steinbeck portrays the colonists as aggressive, abusive, and manipulative throughout the book, especially towards the Native Americans. The Native Americans are portrayed as obedient, acknowledgeable, and living as underlings for the colonist society. The Pearl by John Steinbeck. The Viking Press & William Heinemann, 1947. ISBN: 0-14-017737-X

Marketing Report of the Amul Company, Including the Swot, Tows, Ifsa, Efas Essay

1.0 Introduction 1.1 Background of the Industry The dairy industry plays an important role in the socio-economic development of India. The dairy industry in India is instrumental in providing cheap nutritional food to the vast population of India and also generates huge employment opportunities for people in rural places. The Department of Animal Husbandry, Dairying, and Fisheries, which falls under the central Ministry of Agriculture, is responsible for all the matters relating to dairy development in the country. This department provides advice to the state governments and Union Territories in formulating programs and policies for dairy development To keep focus on the dairy industry a premier institution known as the National Dairy Development Board was established. This institution is a statutory body that was established in 1987. The main aim to set up the board was to accelerate the pace of dairy development in the country and attract new investments. India is a wonderland for investors looking for investment opportunities in the dairy industry. The dairy industry holds great potential for investment in India and promises high returns to the investors. The reasons why the industry has huge potential for attracting new foreign investment are: 1. There is a basic raw material need for the dairy industry; that is, milk is available in abundance. 2. India has a plentiful supply of technically skilled laborers. 3. There is an easy availability of technological infrastructure. 4. India has all the key elements required for a free market system. 1.2 Company History AMUL was set up in 1946 and its full form is Anand Milk-producers Union Ltd. The Brand Amul is a movement in dairy cooperative in India. The management of the brand name is done by the Gujarat Cooperative Milk Marketing Federation Ltd (GCMMF) which is a cooperative organization based in Gujarat. 1.3 Analysis of Vision and Mission VISION: ‘liberate our farmers from economic oppression and leave them to prosperity’. MISSION: ‘Dairy cooperatives of Gujarat turnover to be Rs. 27,000 crores by 2020’. Objective: To ensure that the maximum share of the consumer‟s rupee goes back to the milk producers. After analyzing the vision and mission of the company it is pretty sure that the company would strive to expand its distribution network, would involve its manpower in creative marketing, plan for consumer education and product innovation, would leverage effectively on rising levels, grow affluence among Indian consumers and would tap the rising demand for new value added products. 1.4 About AMUL 1.4.1 Location Amul is located in the Anand district which is in the state of Gujarat and it has set up itself as a model for development in the rural areas. For Amul brand has started the White Revolution of India which has helped to make the country the biggest manufacturer of milk and it‟s by products in the whole world. Amul has around 2.6 million producer members and the total capacity for handling milk is around 10.16 million liters every day. The brand’s capacity for milk drying is around 594 Mts. each day and its capacity for cattle feed manufacturing is about 2640 Mts. each day. 1.4.2 Product Portfolio Amul is the biggest brand in the pouched milk sector in the world and in India it is the biggest food brand. Amul’s range of products includes milk, ghee, milk powders, curd, ice cream, paneer, cream, chocolate, cheese, butter, and shrikhand. 1.4.3 Brand Umbrella The various brands of Amul’s bread spreads are Amul Lite, Amul Butter, and Delicious Table Margarine. ï‚ · The Brand Amul’s milk drinks are sold under various names such as Amul Kool, Amul Kool Cafe, Kool Koko, Amul Kool Chocolate Milk, and Amul Masti Spiced Amul’s powder milk is sold under many names like Amulya Dairy Whitener, Sugar Tea Coffee Whitener, Sugar Skimmed Milk Powder, and Amul Instant Full Cream Milk Powder. The brand’s cheeses are also sold under various names such as Gouda Cheese, Amul Cheese Spreads, and Amul Emmental Cheese. Amul Brand’s desserts are sold under many names like Amul Basundi, Amul Lassee, Gulab Jamun Mix, Amul Shrikhand, and Amul Ice Creams. 1.4.4 Business Markets Amul exports its products to various countries such as USA, Australia, Mauritius, China, Hong Kong, Singapore, UAE, and Bangladesh. Amul has often had a special connection with the film industry. A collation of some of the brilliant Amul adverts over the years is as follows:- 2.0 Environmental Analysis 2.1 STEEP Analysis This STEEP analysis provides concentrated information about Social, Technological, Economical, Ecological and Political aspects that effect Amul directly or indirectly. 2.1.1 Social Amul has effected social change at the village level i.e. people stand in line to deliver their milk without trying to take short cuts. They do not complain if they have to stand behind an untouchable in the line. Hence, the cooperative has thus given a deathblow to the caste system in its own way. Also Amul provided women an opportunity to have a voice in the â€Å"home economy† as they are the major participants in the program. 2.1.2 Technological GCMMF’s technology strategy is characterized by four distinct components: New products, Process technology, Complementary assets to enhance milk production, E-commerce GCMMF was one of the first FMCG (fast-moving consumer goods) firms in India to employ Internet technologies to implement B2C commerce. Customers can order a variety of products through the Internet and be assured of timely delivery with cash payment upon receipt. Another e-initiative underway is to provide farmers access to information relating to markets, technology and best practices in the dairy industry through net enabled kiosks in the villages. GCMMF has also implemented a Geographical Information System (GIS) at both ends of the supply chain, i.e. milk collection as well as the marketing process. 2.1.3 Economical GCMMF proved that efficiency of co-operatives can successfully counter the recessionary trends of the economy thereby ensuring consistent livelihood to the farmer producer and offering value for money products to its consumers. For the third consecutive year, it has posted a double digit growth turnover reaching Rs. 6700 crores. Pandemic economic turmoil has taken its toll, as international prices of all major dairy products have declined drastically in recent months. However, with its sharp focus on domestic Indian market, Amul has successfully insulated Indian farmers from all the turbulence in global dairy trade. It is already providing the best employment option for displaced workers from urban manufacturing sector, who after losing their jobs due to recession, have started reverse migration from cities back to villages 2.1.4 Ecological GCMMF could foresee the impact of below normal monsoon in August 2009 itself and started planning to maintain milk production, procurement and inventory levels. Also, at a time when due to lower production of cereals, fodder prices had jumped almost two-fold, GCMMF enhanced the supplies of cattle-feed to milk producers and maintained its prices below cost and were able to provide better returns to the milk producers to overcome the stress of draught 2.1.5 Political Tussle for the chairmanship of Gujarat Cooperative Milk Marketing Federation Limited (GCMMF), the apex marketing body, emerged as the core issue among political parties. These parties planned gain entry into the cooperative giant‟s affairs. Mr. Bhatol, who was enjoying his second three-year term, was a consensus candidate last year, even as the main political parties failed to choose a new head. Now, barely a year after his taking over for the second term, Mr. Bhatol is under pressure to relinquish the office. 2.2 Issue Priority Matrix Fig 1: Issue Priority Matrix for Amul 2.3 Porter’s Five Forces Model Fig 2: Porter’s Five Forces Model 1. Bargaining Power of Suppliers GCMMF is a cooperative, which means it conducts business by collecting from large number of individual farmers who rely upon the cooperative to give them better price for their produce. Therefore the bargaining power of such suppliers is low. Twenty nine lakhs milk producers gain higher profits only through the co-operative which in turn drives down their bargaining power. 2. Bargaining Power of Buyers There are already other co-operatives existing in India, having their own established brands, which reduce the loyalty of current customers, thereby increasing their bargaining power. 3. Rivalry Among Competitors The market is highly competitive, existence of several players which have already established channels and partners constantly push the envelope. The competition exists locally, nationally and internationally. 4. Threat From Substitute Although no real substitute exist for milk, however competition offers low priced products as well as variety, from skimmed milk to full cream as well as milk powder. 5. Barriers To Entry The competition among existing players is very intense and grown over the years from collection of more and more producers. The producers only supply to such established brands due to their reach and ability to maximize profits. Also the industry is capital intensive along with several legal barriers. Although an innovative2.4 Industry Matrix Key Success Factors Weight Amul Amul Score Mother Mother Dairy Weighted Score 1. Strong supply chain partnerships 2. Efficient control and coordination of the network 3. High returns for the suppliers 4. Use of technology to solve problems 5. Infrastructure 6. Marketing 7. Product quality 8. Wide product portfolio 9. Investment and resources 10. Product availability 0.10 4.0 0.40 3.0 0.30 4.0 0.40 0.05 4.0 0.20 4.0 0.20 3.5 0.17 0.03 0.04 0.20 0.25 0.18 2.5 3.0 5.0 5.0 5.0 0.075 0.12 1 1.25 0.90 3.0 4.0 4.0 2.5 3.5 0.90 0.16 0.80 0.625 0.63 5.0 4.0 5.0 5.0 4.0 0.15 0.16 1 1.25 0.72 0.05 3.5 0.175 4.0 0.20 3.5 0.17 0.05 4.0 0.20 5.0 0.25 5.0 0.25 0.05 4.0 0.20 5.0 0.25 5.0 0.25 Rating Nestle Nestle Score The key success factors of Amul in the industry affect industry rival‟s ability to expand in the competition, raw material availability, packaging, cost, marketing, product design, reputation & credibility, quality and others. These factors are very critical and all players like have to control over them. They change from time to time and affect the finances and the competition. The current industry matrix puts Nestle at the top among others. Although the matrix is not exhaustive and does not include all market leading companies, it still shows where the gaps are and the critical success factors. Nestle takes the lead because of high quality products and aggressive marketing, also the standards and technology used by Nestle is superior than Amul or Mother Dairy, which are domestic brands. Products availability is important factor, since even one miss pushes the customer to seek a different competitor. Amul however is not far behind and can catch up in areas of technology and marketing. 2.4 Key Success Factors The key success factors of the Amul industry are those things that affect industry members ability to prosper in the market place-accessibility to raw materials, packaging cost focus, Advertisement, product design, reputation & credibility, quality control, strategic alliances, are ultimately so important that all firms in the industry must pay close attention to them. These key factors of success are critical in the dairy industry in particular, as they are the factors that shape whether a company will be financially and competitively successful. These critical factors may vary from time to time within the industry as driving forces and competitive conditions change. After calculating the weighted score for all three companies, it seems that Nestle has got the highest weighted score compared to the other two companies. This is because Nestle is able to achieve a high score in product availability success factor and Advertisement success factor. Nestle plays a lead role in advertisement. Their marketing strategy is to reach each and every one through advertisements. They spend a lot in terms of Advertisements. While goodwill plays an important role for Amul, as it‟s been in the market from past three generations, so the advertisement is the least role for their strategy. Still Amul does come up with taglines of movies and current affairs. 3.0 Factor Analysis 3.1 Internal Factor Analysis Summary (IFAS) Internal factors Strengths 1. Wide diversity of 0.15 5.0 0.75 Expansion opportunities 0.15 0.10 5.0 4.5 0.75 0.45 low overall costs market leader available products 2. Economies of scale 3. Largest co-operative Weight Rating Weighted Score Comments for milk products 4. Strong supply chain 5. Leading national player 0.05 0.05 4.0 3.5 0.20 0.17 Strong network wide consumer support Weaknesses 1. Lack of scalability 2. Low control over milk yield 3. Transportation delay 4. Inferior technology 5. Low investment Total 0.15 0.10 0.10 1.00 3.5 3.5 2.5 0.52 0.35 0.25 3.86 0.10 0.05 3.0 2.5 0.30 0.12 Saturation Bovine Population Road Infrastructure Old technology No newer investments In the last few years, the cooperative has successfully launched several new product lines, which have been popular among different age groups. In order to leverage from their distribution network, to optimize market supervision expenditures, to achieve increasing efficiency while keeping the distribution infrastructure lean, focused and productive, the amalgamation of its different distribution networks was done. Control over supply chain with industry best practices makes Amul the market leader in dairy products in India. Amul has 14 created social cohesion, employment opportunities, societal infrastructure, milch animal rearing practices, hygiene and sanitation awareness through safe milk concepts etc. Milk products create an inherent weakness, which is perishability. The product can lose quality in a small time scope, therefore several other strengths relating to storage, movement and related logistics have to be improved. Another weakness is that some of the products are very unpopular and cannot compete with other players; this weakness is in terms of frozen products, which are considered low in quality. The marketing for these products is missing and does not appropriately position it. Technology and transportation remain basic weaknesses which mar the efficiency of the entire supply chain. 3.2 External Factor Analysis Summary (EFAS) As a Global enterprise, Amul will be meeting global demands and ensure greater productivity and the opportunity to enhance integration in order to increase efficiency and effectiveness in the business. It already has wide geographic positions and hence this will give it an advantage to get access to gain presence in mature markets. Efforts to exploit export potential are already on, as Amul is exporting to Bangladesh, Sri Lanka, Nigeria, and the Middle East. By following the new GATT treaty, opportunities have increased tremendously for the export of agri-products in general and dairy products in particular. Local competitors are the major problem facing by Amul. They sell their products at a lower price, since being a low capital company; they have fewer expenses to take care of. Secondly as the environmental costs are rising day by day, it‟s getting tough to carry the same pricing throughout. Thus cutting down the extra cost will surely help. Adulteration is also a major threat to quality that takes place due to illiterate farmers from remote villages. 3.3 Strategic Factor Analysis Summary (SFAS) There are certain strategic factors, which are with a long-term mission, and some need to be addressed in the short term. There are other factors, which do not fall into either of the terms mentioned above; they are classified as intermediate term. 16 3.3.1 Short Term The strategic factors that the company needs to satisfy in the short run are Economies of scale as it can change by building few more storage capacity at their new projects. This will also benefit in global expansion of the company. As short term defines a period of a year or so, the solution should be found within a year for a proper success. 3.3.2 Intermediate Term The strategic factors that the company needs to consider during this term are lower yield management, supply chain demand and rising environmental costs. These are classified into intermediate duration because the company must be able to overcome its weaknesses, make use of the opportunities and defeat the threats. All this must be done at the right time to ensure efficient results. In this case the factors are such that the earliest (short term) might not be the best decision to make, as the duration might not be sufficient to overcome all the issues with a clear outlay. 3.3.3 Long Term The strategic factors that the company needs to satisfy during this period are the strength of having a wide range of products. They must be able to continue to maintain many products varieties and build on them efficiently. Using R & D (Research and Development) to overcome the problem of pasteurization as well as satisfying growing global demand is not an easy task and hence requires time and efficiency to meet the needs globally. Last but not least is overcoming the threat of competitors in the long run. 4.0 SWOT Analysis 4.1 Strengths Demand profile: Absolutely optimistic. Milk being a necessity product, the demand will stay and the sales at GCMMF are bound to increase over a period of time. ï‚ · Margins: Quite reasonable, even on packed liquid milk. The margins are enough Flexibility of product mix: Tremendous. With balancing equipment, GCMMF Availability of raw material: Abundant. Presently, more than 80 per cent of to limit the entry of potential entrants. has kept adding a wide array of products to its product line. ï‚ · milk produced is flowing into the unorganized sector, which requires proper channelization. Amul & GCMMF have leveraged this and has got itself a strong base of suppliers who provide them milk throughout the year. Large number of dairy plants in public and cooperative sectors besides several others coming up in the private sector would result in competition. Because of this the end consumer would benefit and a good product mix would emerge. ï‚ · Technical manpower: Professionally trained, technical human resource pool, built over last 30 years is the strength that GCMMF has. The employees of GCCMF are highly recognized in the industry and have earned name for themselves as well as the federation. ï‚ · Enhanced milk production: Increase in the milk production with consequently increased availability of milk processing has led to increase in consumption and faster access to the consumers through effective distribution. The technology is brought from Denmark and the production of milk has benefited from that. ï‚ · Transportation: The transportation facilities and the easy availability of the special trucks have provided a boost. Cold refrigerated trucks are there in place and the warehouses also have the cold storage facilities that facilitate the transportation. ï‚ · Vast resources: Country has vast natural resources which offer immense potential growth and development for dairying. Moreover the financial resources available with the federation are immense and the reputation is such that in case of any further requirements, it can approach any institution and raise any form of capital. Increasing purchase power and changing tastes of the consumers: The purchasing power of the residents is increasing. As a result a lot of products are being consumed. Moreover, the consuming habits are changing. As a result, the demand for products such as butter and cheese is increasing at a very rapid rate. 4.2 Weaknesses Perishability: Pasteurization has overcome this weakness partially. UHT gives milk long life. Still perishability is there at the milk vendor‟s end. This does result in loss of some production. But Amul Dairy is taking steps to store milk at the vendors end. Surely, many new processes will follow to improve milk quality and extend its shelf life. ï‚ · Lack of control over yield: Theoretically, there is little control over milk yield. A lot depends upon the monsoon in the country. This is because of the quality of cattle feed that would be available will not have the required nutritional content. Steps are taken to provide awareness regarding these and the penetration of quality feed is being increased. Moreover, increased awareness of developments like embryo transplant, artificial insemination and properly managed animal husbandry practices, coupled with higher income to rural milk producers should automatically lead to improvement in milk yields. ï‚ · Logistics of procurement: Woes of bad roads and inadequate transportation facility make milk procurement problematic. All these factors lead to perishability of the procured milk. But with the overall economic improvement in India, these problems would also get solved. ï‚ · Erratic power supply: The erratic power supply would cause harm in the Underdeveloped systems: There still exist underdeveloped raw milk collection processing of milk. systems in some parts of the country. However steps are being taken such as setting up of cold storage points at key collection centers to combat the situation. ï‚ · Lack of proper implementation: Dairy development programmes have not been fully implemented as per the needs of the region in different agro-climatic zones. Infrastructure: The infrastructure that is available is not up to the current world Also lack of infrastructure for offering dairy business management standards. programmes to the trained personnel is creating a hindrance. 4.3 Opportunities â€Å"Failure is never final, and success never ending†. Dr Kurien bears out this statement perfectly. He entered the industry when there were only threats. He met failure headon, and now he clearly is an example of „never ending success‟. If dairy entrepreneurs are looking for opportunities in India, the following areas must be tapped: ï‚ · Competition: With so many newcomers entering this industry, competition is becoming tougher day by day. But then competition has to be faced as a ground reality. The market is large enough for many to carve out their niche. Moreover due to competition, there is a chance to better serve the market with innovative products. ï‚ · Value addition: There is a phenomenal scope for innovations in product development, packaging and presentation. Given below are potential areas of value addition: o Steps should be taken to introduce value-added products like shrikhand, ice creams, paneer, khoa, flavored milk, dairy sweets, etc. This will lead to a greater presence and flexibility in the market place along with opportunities in the field of brand building. Addition of cultured products like yoghurt and cheese lend further strength both in terms of utilization of resources and presence in the market place. Yet another aspect can be the addition of infant foods, geriatric foods and nutritional. Export potential: Efforts to exploit export potential are already on. Amul is exporting to Bangladesh, Sri Lanka, Nigeria, and the Middle East. Following the new GATT treaty, opportunities will increase tremendously for the export of agri-products in general and dairy products in particular. There is a strong basis of cost efficiency, which GCMMF can leverage in the world market. ï‚ · Markets: The market for the traditional as wells as processed dairy products is expanding both at the domestic and international front. IT support: Software is now available for project formulation for dairy enterprise. It has also computerized its production processes. Mother Dairy was the first fully computerized dairy in India. In its Anand plant all products are processed computerized, which does not have any hand touch during any stage of process. 4.4 Threats Milk vendors, the un-organized sector: Today milk vendors are occupying the pride of place in the industry. Organized dissemination of information about the harm that they are doing to producers and consumers should see a steady decline in their importance. ï‚ · ï‚ · Infestation: There are increasing incidents of chemical contaminants as well as Quality: The quality of the milk is found to be poor as compared to the residual antibiotics in milk. international standards. One of the reasons for these according to the EU and America is the method of milching the milk. In these nations the milk is hands by the farmers owning the cattle do milched with the help of machines, while in India. ï‚ · Exploitation: The liberalization of the Dairy Industry is likely to be exploited by the multinationals. They will be interested manufacturing the milk products, which yield high profits. It will create milk shortage in the country adversely affecting the consumers. ï‚ · Subsidy by Western Nations: There have been incidences wherein the Western nations subsidizing the dairy products by a few means like transportation. Because of such reasons the final price of the product goes below the prices prevailing in the Indian Market. Hence it proves a threat to GCMMF‟s and other Indian dairy products. ï‚ · Creation of Non Tariff Barriers by Developed Nations: The Developed Nations have created Non Tariff Barriers related to Quality of the milk specifically. They want that the milk be processed with potable Air and Water. They also want that the milching of cattle be done with the help of machines. However this type if system is yet to evolve in India. Because of these reasons they are reducing the market potential of Indian made products, where GCMMF holds a lion‟s share. The study of this SWOT analysis shows that the „strengths‟ and „opportunities‟ far outweigh „weaknesses‟ and „threats‟. Strengths and opportunities are fundamental and weaknesses and threats are transitory. Any investment idea can do well only when you have three essential ingredients: Entrepreneurship (the ability to take risks), Innovative approach (in product lines and marketing) and Values (of quality/ethics). 5.0 TOWS Analysis 5.1 SO Strategies (Maxi-Maxi) Amul can use the strategies that have been formed after in-depth strategic analysis of the company and its industry. Some suggestions in this case would be to increase productivity by using cost effective manufacturing techniques. Also, increase demand for their products world over by first gaining more exposure to the global market. With the use of expansion strategy, it can overcome the location issue, as Amul can expand more areas and it will make the distribution of channel areas easier and convenient. 5.2 ST Strategies (Maxi-Mini) Amul must put into action some of these strategic options to meet the threats‟ using its strengths. Product differentiation is very important to differentiate Amul from the competitors, as it can tackle down the competitor‟s product if Amul products are more outstanding and different from its competitors. Options available can be classified as product elimination and diversification strategy, value marketing strategy and also developing hygienic processing facilities. These are some of the main areas of focus under this section. 5.3 WO Strategies (Mini-Maxi) The strategies formulated to overcome the weakness through opportunities are increase of opportunity through new GATT treaty, develop new process to improve the quality and shelf life of milk and milk products, this can be achieved through pasteurization, homogenization and many other processes like producing UHT milk etc. finally to also increase awareness of scientific developments. 5.4 WT Strategies (Mini-Maxi) The strategies that have been formed to overcome the weakness and threats in Amul company and the dairy industry as a whole are to apply efficient and economical procurement of products. Secondly, to have control over the logistics and to maintain them efficiently. Lastly, create the right type of product positioning for the various product categories that Amul deals with. 6.0 Corporate and Operational Strategies 6.1 Corporate Strategy The strategic factor that the company satisfies is the strength of having a wide range of products. They must be able to continue to maintain many products varieties and build on them efficiently. Using R & D to overcome the problem of pasteurization as well as satisfying growing global demand is not an easy task and hence requires time and efficiency to meet the needs globally. Last but not least is overcoming the threat of competitors in the long run. Recent Strategic choice of Amul consist of moving consumers from lose milk to packaged milk and gradually move them up the value chain, strong supply chain design and improving the socio-economic condition of the consumer anchors the desire to enhance lifestyle. Placing a product in that part of the market where it will receive a favorable reception compared to competing products is the most recent strategy implemented by Amul. In case of Amul it has a positioning strategy and it is â€Å"The taste of India†. This had created value for everyone in value chain, be it customers or the suppliers/farmers. The USP for Amul is Quality with affordability, which appeals to most of the targeted markets. Amul positioned itself with India‟s first pro-biotic wellness ice cream and sugar free delights for diabetics. This was based on good strategies of positioning which helps increase awareness and also improve brand image. They expanded their products in terms of those that can be used even by those who are restricted from consumption due to medical reasons. Amul also priced their products such that it made competitor â€Å"Kwality Walls† rethink their marketing/pricing strategy. This type of product positioning has proved beneficial to Amul and so they must come up with many more of such ideas and products that can help them move forward. 6.2 Operational Strategy 6.2.1 Marketing Strategies GCMMF has become very popular because of its excellent marketing strategy. GCMMF marketing strategy is to understand the consumer needs, develop products that provide superior value at fewer prices. GCMMF has shown a tremendous commitment to the floodwater situations. GCMMF has never stopped the supply of milk and other milk products. And unlike other competitors, it has never taken wrong benefits in these kinds of situations. It has developed an excellent distribution channel to provide its products to the consumers. It has made its products available in each part of Gujarat & India. GCMMF has an excellent distribution. It is its distribution channel, which has made it so popular. GCMMF‟s products like milk and milk products are perishable. It becomes that much important for them to have a good distribution. Wholesaler r Retailer Consumer Fig 3: Distribution Chart The products change hands for three times before it reaches to the final consumer. First of all the products are stored at the Agents end who are mere facilitators in the network. Then the products are sold to wholesale dealers who then sell to retailers and then the product finally reaches the consumers. 6.2.2 Finance Strategies Financial management is that managerial activity which is concerned with the planning and controlling of the firm‟s financial resources. Finance is nothing to other but the money. Money is necessary input for economic activities. In the other wards â€Å"Finance is the common denominator for carrying out vast range of corporate objectives.† This is a co-operative unit, so the finance is raised from members by a way of share capital. In this share capital is limited. This unit has invested so many rupees in the structure of organization. Amul has a long-term finance project. 6.2.2.1 Financial Details Name of Bankers 1. The Kaira District Central Co-operative Bank Ltd. 2. State Bank of India 3. State Bank of Saurashtra 4. UTI Bank Ltd 5. Corporate Bank 6.2.3 Human Resource Strategy The success to any industrial unit depends upon their effective personnel department. Personnel department is basically commercial with human resource of an enterprise and it also continues procurement, development, non-monetary comparison, integration and maintenance of the personnel purpose of contribution towards the accomplishment of the organization‟s major goal and objectives. Amul‟s recruitment and selection process is very systematic and comprehensive. All division head in inform about their manpower requirements. According to the requirement of the personnel division they get require employees by resources like postal services employment exchange education institution and advertisement. Amul Dairy receives lots of applications in response to their advertisement. These forms contain general information about the candidates. Then forms are to be checked 27 by authorized person and after scrutinizing eliminate the unqualified applications. Short listed Applicants are called for personal interview. Interview committee conducts this interview. When applicants are too many, then they conduct a written test. Those who pass this test are called for interview and are selected on the basis of smart selection process. 6.2.3.1 Sources of Recruitment ï‚ · ï‚ · ï‚ · ï‚ · ï‚ · ï‚ · ï‚ · ï‚ · ï‚ · By giving advertisement in news papers Labour Union Voluntary Organization Leasing Contract Private Employment Agency Government Employment Exchange School, Colleges, Universities and Professional Institutes Recommendation of present Employee Recruitment as Temporary Workers 7.0 Future Strategies ï‚ · Expanding the processing and packaging capacity to meet growing demands. In a bid to pump up volumes, ï‚ · Amul is also extending its distribution network to reach new markets. The core strategy is to further consolidate the operations in existing markets which includes Kolkata. ï‚ · Also, it is beefing up the marketing and advertising strategy to sustain its leadership. The company‟s long term strategy also includes foray into South India. ï‚ · To achieve and maintain competitive advantage, innovation in product design and delivery are increasingly essential. ï‚ · To innovate at each stage in value chain – production, procurement, processing, marketing and branding. ï‚ · Launching „Dairy Demonstration Project‟ which is a collective effort of the Union and Bank. The project envisages encouraging the farmers to use high yielding animals and modern aids to increase production. 8.0 References 1. Bowonder, B.; Prasad, Raghu; Kotla, Anup, International Journal of Services Technology & Management, 2005, ICT application in a dairy industry: the eexperience of Amul. 2. Dairy Industries International, Aug2007, Amul becomes top Indian co-operative. 3. Dr. Kurien., â€Å"Amul, The Kaira District Cooperative Milk Producers‟ Union Ltd. Anand, 50 Years of Milk & Health.† 4. Goldberg, Ray A., Knoop, Carin-Isabel, Sunder, Srinivas Ramdas, Harvard Business School Cases, Nov 1998, Amul and India’s National Dairy Development Board. 5. Bellur, Venkatakrishna V.; Singh, Saraswathi P.; Chaganti, Radharao; Chaganti, Rajeswararao. Long Range Planning, December b1990, The White Revolution — How Amul Brought Milk to India. 6. Manikutty, S., Asian Case Research Journal, Dec2002, Gujarat Co-operative Milk Marketing Federation Ltd. (GCMMF). 7. Wheelen, Thomas L. and Hunger, David J, Concepts in strategic management and business policy, 12th edition. 8. Scholes and Whitti ngton, Exploring Corporate Strategy, 7th edition. 8.1 Web References 1. www.amul.com/ 2. www.business.mapsofindia.com/sectors/manufacturing/amul.html 3. www.gcmmf.coop/ 4. www.nddb.org 9.0 Appendix 9.1 List of Products Marketed Bread Spreads ï‚ · ï‚ · ï‚ · Amul Butter Amul Lite Low Fat Breadspread Amul Cooking Butter Cheese Range Amul Pasteurized Processed Cheddar Cheese Amul Processed Cheese Spread Amul Pizza (Mozarella) Cheese Amul Shredded Pizza Cheese Amul Emmental Cheese Amul Gouda Cheese Amul Malai Paneer (cottage cheese), Frozen, Refrigerated and Tinned Utterly Delicious Pizza Mithaee Range (Ethnic Sweets) ï‚ · ï‚ · ï‚ · ï‚ · ï‚ · ï‚ · Amul Shrikhand (Mango, Saffron, Almond Pistachio, Cardamom) Amul Amrakhand Amul Mithaee Gulabjamuns Amul Mithaee Gulabjamun Mix Amul Mithaee Kulfi Mix Avsar Ladoos UHT Milk Range Amul Shakti 3% fat Milk Amul Taaza 1.5% fat Milk Amul Gold 4.5% fat Milk Amul Lite Slim-n-Trim Milk 0% fat milk Amul Shakti Toned Milk Amul Fresh Cream 31 Amul Snowcap Softy Mix Pure Ghee Amul Pure Ghee Sagar Pure Ghee Amul Cow Ghee Amul Infant Milk Formula 1 (0-6 months) Amul Infant Milk Formula 2 (6 months above) Amulspray Infant Milk Food Milk Powders ï‚ · ï‚ · ï‚ · ï‚ · Amul Full Cream Milk Powder Amulya Dairy Whitener Sagar Skimmed Milk Powder Sagar Tea and Coffee Whitener Sweetened Condensed Milk Amul Mithaimate Sweetened Condensed Milk Fresh Milk Amul Taaza Toned Milk 3% fat Amul Gold Full Cream Milk 6% fat Amul Shakti Standardized Milk 4.5% fat Amul Slim & Trim Double Toned Milk 1.5% fat Amul Saathi Skimmed Milk 0% fat Amul Cow Milk Yogi Sweetened Flavored Dahi (Dessert) Amul Masti Dahi (fresh curd) Amul Butter Milk Royal Treat Range (Rajbhog, Cappuchino, Chocochips, Butterscotch, Tutti Frutti) Nut-o-Mania Range (Kaju Drakshi, Kesar Pista, Roasted Almond, Kesar Carnival, Badshahi Badam Kulfi, Shista Pista Kulfi) Utsav Range (Anjir, Roasted Almond) Simply Delicious Range (Vanilla, Strawberry, Pineapple, Rose, Chocolate) Nature’s Treat (Alphanso Mango, Fresh Litchi, Anjir, Fresh Strawberry, Black Currant) Sundae Range (Mango, Black Currant, Chocolate, Strawberry) Millennium Ice cream (Cheese with Almonds, Dates with Honey) Milk Bars (Chocobar, Mango Dolly, Raspberry Dolly, Shahi Badam Kulfi, Shahi Pista Kulfi, Mawa Malai Kulfi, Green Pista Kulfi) Cool Candies (Orange, Mango) Cassatta Tricone Cones (Butterscotch, Chocolate) Megabite Almond Cone Frostik – 3 layer chocolate Bar Fundoo Range – exclusively for kids SlimScoop Fat Free Frozen Dessert (Vanilla, Banana, Mango, Pineapple) Health Isabcool Chocolate & Confectionery Amul Milk Chocolate Amul Fruit & Nut Chocolate Brown Beverage Nutramul Malted Milk Food Milk Drink Amul Kool Flavoured Milk Health Beverage Amul Shakti White Milk Food Ready to Serve Soups Masti Tomato Soup Masti Hot & Sour Soup Recently launched Amul Ganthiya