Monkeys :: essays research papers

There are at least 145 living species of the suborder Anthropoidea . Over 90% of them are shirks. The remaining species are apes and humans. The anthropoids (members of the suborder Anthropoidea) lead been the roughly successful primates in populating the earth. They are generally larger, more intelligent, and have more highly developed eyes than the prosimians.There are two discrete infraorders of Anthropoidea that have been evolving independent of each other for at least 30,000,000 years. They are the Platyrrhini (New World monkeys) and the Catarrhini (Old World monkeys, apes, and humans). These two diverse groups of species shadower be distinguished from each other most easily based on the form of their noses and by the number of specific types of teeth.The platyrrhine nose (on the left below) is comparatively flat with somewhat sideways intercommunicate nostrils separated by a wide septum. In contrast, the catarrhine nose (on the right below) has more downward projecting no strils separated by a small septum.Nose comparison of an emperor tamarin (left)and a Celebes black macaque (right) All primates have essentially the aforementioned(prenominal) kinds of specialized mammalian teeth adapted to eating a wide variety of foods. Beginning at the front, each quadrant of the mouth has 2 incisors, 1 canine, and varying numbers of premolars and molars. The incisors are used like scissors for nipping off pieces of food. The pointed canines are for piercing and tearing. The premolars and molars, with their cusps, are used to grind and smash food. In platyrrhine species, there are 3 premolars and 2 or 3 molars. This results in a dental formula of 2.1.3.2 or 2.1.3.3. In contrast, all of the catarrhines have 2 premolars and 3 molars, making a dental formula of 2.1.2.3. The chimpanzee shown below is an Old World anthropoid species and, therefore, has a catarrhine dental formula.catarrhine 2.1.2.3 dental formula (common chimpanzee) All Old World monkeys, apes, and h umans share this 2.1.2.3 dental formula. This not only sets us apart from New World monkeys and prosimians, that it also reflects the evolutionary closeness of the Old World anthropoid species. By comparison, the general placental mammal dental formula is 3.1.4.3.Patas monkeys in an Africangrassland environment In addition to these differences, New World monkeys are almost exclusively arboreal and most of them are smaller than Old World monkey species. Some Old World monkeys and apes are semi-terrestrial. If you see a group of monkeys casually walking around in a grassland environment (like those shown on the right), you can be sure that they are from the Old World.

Neuromancer Essay -- Literature Review

The life of a human being is defined not only by their experience definition by characteror nature but also by external influences such as environment and development. It isonly natural for a human being to be inter-connected with surroundings and to be a partof the actions and events around him /her. Due to the nature of the human mind in which we use to do upon existing methods of improving quality of life and comforts, the world has evolved into a place of complex technological development. The influenceof technology and otherwise developments in regard to by artificial means created luxuries hasplayed an important role in shaping our world and continues to be our top priority ofexistence. The impact that the evolving world and ideologies has had its influence onmost other fields, including literature, as authors attempt to en day-dream the future that theevolution process holds for us, trying to imagine extreme possibilities that readiness takeshape in the future, leading us into a world that would convey seemed like a fantasy in thepast. This paper studies in detail the use of technology for negative causes, contributingto the look that technology could mean destruction or negative implications whenconsidered in the light of its negative applications. Another aspect that has beendiscussed is the fact that these negativities would seem plausible as it might becommon in the future that we will have to face as the human race evolves further interms of science.There have been several authors that have based their fictional works on thefuture of science, William Gibson being one such author who was successful inconveying to his readers the vision of a distant future that he held in his mind, a placethat held c... ...nternet crimes.The novel gives a picture of the world that technology could lead us into, the main(prenominal) themes mentioned giving us an idea of the outcomes that would follow theextension of the technology that prevail currently. The ba se of the story may said to bemore accurate in an iconic sense than as a map of where were going.(Gibson 55).However, the most interesting aspect is that these ideas were not entirely predictable inthe year of the books publication, 1984 and yet has been successful in guessing thedirection of the development of scie4nce and technology. This is perhaps the mostdisturbing aspect too, as it makes the readers wonder that if he was right well-nigh thedirection that technological advances have taken, it could also be true that we will belead into a world similar to that described by Gibson in his book.

The Debate :: Personal Narrative Essays

The Debate Memory can be so fickle. Like somewhat great book that is slowly loosingits pages, you mother with an wide invigorated full of details and descriptions and,if youre not careful, you end up with nothing more than the cover and the briefsynopsis on the back page. My novel on the subject of the end of summer schooldebate has lost its share of pages but the back-cover synopsis, the essence ofthe entire experience, is still with me. We are virtually to fit out forth our yearbook debating tournament, the instructorbeamed with an enthusiasm that let each of us know how happy he was that we hadmade it this far. It leave alone be the culmination of your six weeks of acquirement andwill count as a considerable part of your grade for the agate line. We will beginat eight tomorrow morning. Get some practice, propose some sleep, see you there. I dont know what drew me to the cartroad but I can remember my parentstelling me they felt I should go to summer school. I was op posed to the conceptof summer school right up to the moment I was issued the dictum go to school orget a think over, at which point I became the worlds greatest advocate of off-seasonlearning. Besides, I was only fifteen and the workplace just wasnt spend a penny forme. So I ride done the course book, singing a chorus of nos until Iarrived on the Debate and Public Speaking page. There resided a largephotograph of a son confidently standing behind an ornate podium, clearly frozenin the middle of some captivating and influential argument. I read the releasedescribing the course and was immediately sold. How could a stuffy math classor a trivial course in art compare to a course that teaches students the skillsand techniques of free-enterprise(a) debate, culminating in a week long tournament?So I filled out the forms and mailed them and before I knew It I was academic term ina lecture hall, learning the skills and techniques of competitive debate. As I have said, I was only fift een and perhaps this debating course wasnot moreover ready for me either. I was both the youngest and least experienced ofthe lot. Little could be done to gain ground on the former adversity, but I setabout rectifying th latter by filling a notebook with all the wisdom that theteacher could impart to us during the hour long periods. When it was clock time forThe Debate Personal Narrative Essays The Debate Memory can be so fickle. Like some great book that is slowly loosingits pages, you begin with an entire novel full of details and descriptions and,if youre not careful, you end up with nothing more than the cover and the briefsynopsis on the back page. My novel on the subject of the end of summer schooldebate has lost its share of pages but the back-cover synopsis, the essence ofthe entire experience, is still with me. We are about to begin our annual debating tournament, the instructorbeamed with an enthusiasm that let each of us know how happy he was that we hadmade it this far. It will be the culmination of your six weeks of learning andwill count as a considerable part of your grade for the course. We will beginat eight tomorrow morning. Get some practice, get some sleep, see you there. I dont know what drew me to the course but I can remember my parentstelling me they felt I should go to summer school. I was opposed to the conceptof summer school right up to the moment I was issued the dictum go to school orget a job, at which point I became the worlds greatest advocate of off-seasonlearning. Besides, I was only fifteen and the workplace just wasnt ready forme. So I thumbed through the course book, singing a chorus of nos until Iarrived on the Debate and Public Speaking page. There resided a largephotograph of a boy confidently standing behind an ornate podium, clearly frozenin the middle of some captivating and influential argument. I read the passagedescribing the course and was immediately sold. How could a stuffy math classor a trivial course in art compare to a course that teaches students the skillsand techniques of competitive debate, culminating in a week long tournament?So I filled out the forms and mailed them and before I knew It I was sitting ina lecture hall, learning the skills and techniques of competitive debate. As I have said, I was only fifteen and perhaps this debating course wasnot yet ready for me either. I was both the youngest and least experienced ofthe lot. Little could be done to gain ground on the former adversity, but I setabout rectifying th latter by filling a notebook with all the wisdom that theteacher could impart to us during the hour long periods. When it was time for

How Can Illegal Drugs Be Prevented From Entering Prison? Essay

How Can Illegal Drugs Be Prevented From Entering Prison? The American prison house house system has galore(postnominal) different interpretations. Some concourse think it is a place for rehabilitation. Others may feel it is solely a punishment for making bad decisions, and there argon those who see it as a method of revenge. Regardless of how the prison system is viewed, one element that may be a shock to everyone is the use of illegitimate drugs by the inmates. There are also a surprising number of unpublicized deaths among the inmate population due to drug overdoses that could have been prevented. The public deserves answers to the following questions1.How are illegal drugs infiltrating the prisons?2.How are inmates creating their own substances?3.What is being done to prevent drugs from coming in to prisons?Answering these questions will provide a bigger picture of the menstruation and growing problem of substance abuse within the prison system, and the knowledge to discuss potential solutions. Although inmates are housed in prisons for crimes against society, it is law enforcements responsibility to meet their safety and that the illegal temptations of the discloseside world do not breach the prison walls. How Are Illegal Drugs Infiltrating the Prisons?Prisons are designed primarily to keep people inside, and less focus is placed on what is coming in. Regardless of the emphasis, the expectation of a facility that has full control over the population should be a drug free environment. However, drugs and other illegal contraband find their way inside undetected.There are many ways illegal drugs are introduced into the prison population. The article (How Common Are Drugs in Prison?, 2011) refers to friends or relatives of an inmate who bring in drugs a... ...far gone that they are beyond hope? In the current turbulent state of the world, and the anemic economy, there is no relief in sight for our crumbling prison system. It is important to understan d that degrading prison conditions, combined with clustering drug activity, overcrowding and violance go hand in hand. The worse the conditions, the greater the violance. Bill Arrigo notes, Measures of poor conditions, such as inadequate prison management and lack of prison programs due to overcrowding, are associated with hight levels of prison violence (Arrigo, 2006, p.116) . In conclusion, it is going to take a firm commitment and a lot of money to exercise the demons out of our prison system. However, more than that, it is going to take a commitment to the inmates, and the realization that the way we treat our prisoners is a direct reflection on our society as a whole.

Hamlet Essay -- ESSAYS

Hamlet Each major character of Shakespeares Hamlet has a major flaw, which destroys him or her. The King, Queen, Hamlet, Ophelia, and Polonius all have these flaws moreover Horatio does not. He is Shakespeares sample man. Claudius fatal flaw is ambitiousness. Claudius kills his brother King Hamlet and then takes the throne by marrying King Hamlets married woman Therefore our sometime sister, now our queenhave we (as twere with a defeated joy, with an auspicious and a dropping eye, with mirth in funeral and with dirge in marriage, in equal scale weighing delight and dole) taken to wife(I.ii.10-14).Claudius admits to killing the King in a confessional prayerO, my offense is rank, it smells to heaven it hath the primal first curse upont, a brothers murderO, what form of prayer can serve my turn? Forgive me my foul murder? That cannot be, since I am still possessed of those effects for which I did the murder My crown, mine own want, and my queen. May one be pardoned and retain th offense? (III.iii.40-43, 55-60). Another ambition of Claudius is he wants to have Hamlet murdered in England I like him not, nor stands it safe with us to let his madness range. Therefore prepare you. I your mission will forthwith dispatch. And he to England shall along with youhazard so near s as doth hourly grow out of his brows (III.iii.1-7).The fate of the King is fatal. His double-dealing kills him when he challenges Laertes and Hamlet to duel, he poisons the tip of Laertes sword and in a cup of wine he puts a poisonous pearl Hamlet The particular envenomed too Then, venom, to thy work. King O, yet defend me, friends I am but hurt. Hamlet Here, thou incestuous, *murdrous,* damnd Dane, d... ...s some danger (III.iv.26-30, 38-40).Shakespeares ideal person is Horatio. In the beginning of the play, Horatio, when he sees the ghost decides to tell Hamlet So have I heard and do in part rely itBreak we our watch up, and by my advice let us impart what we have see n tonight unto young Hamlet(I.i.180-185). Horatio is ruled by reason and Hamlet recognizes and comments on this Give me that man that is not passions slave, and I will wear him in my hearts core, ay, in my heart of heart, as I do thee(III.ii.76-79).. Horatio does not have a fatal flaw and does not die. Shakespeare gives his main characters flaws that destroy their lives. The King, Queen, Hamlet, Ophelia, and Polonius all have flaws and die in the end, but Horatio, Shakespeares ideal character, does not have a fatal flaw and lives.BibliographyHamlet, William Shakespeare

Racial Controversy Surrounding the Assassination of Martin Luther King,

The Racial Controversy Surrounding the Assassination of Martin Luther King, Jr. The impact of Martin Luther King, Jr. today is no inquiry revered. He is commonly called the Father of Civil Rights, and is looked upon as a national icon, in an almost presidential-type light. His achievements have not only begat a national spend for his birthday, but also helped lead to the creation of Black History Month. However, his accomplishments were not so regaled in his own time. In fact, most Caucasian Americans refused to even actualize any ban or barrier he and his cohorts attempted to change. African-Americans were just simply not respected by most whites in the 1950s and mid-sixties because they were considered inferior. This resonates with Baldwins opinions of whites refusals to accept that they may have made a mistake, and instead of taking responsibility for that mistake, they dump it on African-Americans and other races. A good suit of this dumping of responsibili ties occurred with the assassination of King. It may be a possibility that the many different conspiracy theories that evolved after Kings assassination were created in a way to avoid Caucasians admitting that a single white person shot and killed the head of the Civil Rights Movement. Along with the many different conspiracy theories, there has been an discovery of faults in the FBIs investigation, some of which include not taking African-Americans eyewitness testimony seriously. Martin Luther King, Jr.s first step into the world of civil rights occurred in Montgomery, Alabama, in December of 1951. After she refused to surrender her bus seat to a white passenger, Rosa Parks was arrested for violating the citys segregation ... ... Luther King, Jr. confederacy Theory 4. Infoplease. 8 Apr. 2004 .Frank, Gerold. An American Death The True Story of the Assassination of Dr. Martin Luther King, Jr. and the Greatest Manhunt of Our Time. Garden City, NY Doubleday, 197 2. King ReportPart 2. U.S. Department of Justice. 8 Apr. 2004 .Martin Luther King, Jr.. Encyclopedia Britannica. 2004. Encyclopedia Britannica Online. 8 Apr. 2004. Library Gateway, Champaign-Urbana, Illinois. .Ripley, Anthony. Funeral Is Ignored by Whites But Some Atlanta Stores Close. New York Times 9 Apr. 1968 1-2. ProQuest Historical Newspapers The New York Times. Library Gateway, Champaign-Urbana, Illinois. 11 Apr. 2004 .

How Wwii Effected the Indian Independence Movement

Rebecca Martinez 18 November 2012 Professor Sutherland ANTH 4002 field fight IIs Impact on the Indian Independence Movement The success of the Indian Independence stool is, by some scholars, astronomically attributed to efforts of Mahatma Gandhi. As stated by BBC, Gandhi was the leader of the Indian nationalistic movement against British rule, and is widely considered the father of his country (India. wikia. com). However, this revolutionary movement, a dream that had been growing since the mid nineteenth century, was the infusion of a wide spectrum of Indian political organizations, philosophies, and rebellions.For example, the events and aftermath of the Second World War posed an economic crisis and political confrontation that transformed nationalism and colonialism for many colonies, including India. Even less identification is given to the various international events that shaped the movement, as well as those involved. Regardless of the divisions in Indian nationalist ef forts, both in support and against violence, they only contained one common goal independence from Britain.Were historians correct in their proposition that Indias independence was largely attributed to Gandhis peaceful anti-war efforts, or were Gandhis strategies in conclusion ineffective? If proven effective, should Indias rapid progress in independence during World War II be seen as affected most by Gandhi, or were bigger actors involved? I believe that the source of Indias successes in their 100-year struggle for independence should not be correlated with one man.Rather, by paying close attention to key events, powerful political players, critical economic changes, and motivating political factors from around the globe during this period, historians will gain a better understanding of how Indias independence movement was rapidly accelerated, and ultimately successful, during the period surrounding World War II. When war initially broke go forth in September of 1939, Britains grip on India was as fierce and stubborn as ever (Bose and Jalal, 130).Although Congress leadershiphip in India implored Great Britain to particularise their war aim before declaring Indias support, viceroy Linlithgow avowed the British Indian Empire a belligerent against the axis powers without consulting prominent Indian leaders (Bose and Jalal, 130). Once it became work that the British were unconcerned with Indian nationalist aspirations, the entire Congress leadership resigned from the local government councils in protest. However, this protest was not manifestly an opposition to Britains decision.Many Indian nationalists believed that Britains fight for democracy and freedom in the Second World War contradicted their rule over a relative majority of colonies (wiki. com). Mahatma Gandhi, for example, termed Britains war to save democracy as hypocrisy since it was denying democratic rights and individual liberties to Indians (wiki. com). Despite the atrocities faced by India ns under British rule, many Indians supported the British war effort and fought with the Allied Forces.In hopes that the British would leave India after the Second World War, the Indian democracyal Congress cooperated with the British war efforts, making the British Indian Army was one of the largest volunteer forces during the war (India. wikia. com). However, when it became clear the Britain had no intention of relenting their hold India after the war, Gandhi called for a determined but passive electric resistance to foster a peaceful negotiation with the British government.Ultimately, Gandhi and the Congress Party proposed a Quit India Movement, which declared that if the British did not accede to the demands for Indian independence, a massive urbane Disobedience would be launched (Bose and Jalal, 133). However, once Britain arrested the top Congress Party leaders, the Quit India Movement fizzed out entirely before it even had a chance to gather steam.That being said, although Mahatma Gandhis initial civil disobedience movements were driving forces that ultimately shaped the cultural, religious, and political unity of a Indian respective(a) nation, they did not have a significant impact on Indian independence following the Second World War. Although historys spotlight for Indian nationalist ideas during this time is set on Gandhi, the fight for freedom during World War II axiom the rise of two independence movements. Some leaders of the revolutionary Indian independence movement collaborated with the Axis powers to overthrow the British Raj.Although largely ignored by historians, the Azad posterior movement, in collaboration with Japanese forces, success beaty created the Indian home(a) Army in 1942. Indian military alliances with Axis nations also included the Legion Freies Indien in Nazi Germany and the Battaglione Azad Hindoustan in Fascist Italy (wiki. com). Although Adolf Hitler saw Indians as racially inferior and had no interest in Indias futu re, he believed that if India gained its independence it could become a valuable ally of the Axis powers and suffice it gain dominance in the Indian Ocean area (Kumar).As a result, Germany and Japan actively provided support to Indian independence movement leaders. The Indian Nation Army, led by Subhash Chandra Bose, was based on the principle that An enemys enemy is a friend (India. wikia. com). Bose also formed what came to be known as the Azad Hind Government, with Indian prisoners of war and Indian expatriates in South-East Asia, with the help of the Japanese (Bose and Jalal, 134). Its aim was to reach India as a fighting force that would build on humanity resentment to inspire revolts among Indian soldiers to defeat the Raj (Bose and Jalal, 134).However, due to poor arms and supplies from the Japanese and lack of support and training, the Indian National Army and entire Azad Hind ultimately failed. Although defeated, Boses initiative gave hope to the Indian public and turned the support and loyalty of the native soldiers of the British Indian Forces from the crown to the Indian National Army soldiers. In doing so, the British Army, whose ultimate goal was to replace the loyalty of Indian soldiers to the crown, was replaced by the Indian National Army (Bose and Jalal, 134).Bose also succeeded in development a larger participation and unity in the Indian community, one that crossed religious and gender boundaries, than Mahatma Gandhis Quit India movement. In his book The Indian Struggle, Bose set forth his first meeting with Gandhi in 1921, there was a deplorable lack of clarity in the plan which the Mahatma had formulated and that he himself had no clear idea of the successive stages of the campaign which would bring India to her cherished goal of freedom (Kumar).However, although Boses efforts did aid Indias independence movement, it did not create an impact large enough for historians to declare its actions as the main source of Indias accelerated in dependence. The most effective factor in Indian independence during World War II, therefore, could not have been the result of Indian nationalist efforts. It was British prime minister Clement Atlee who, when granting independence to India, said that Gandhis non-violence movement had next to null effect on the British.In corroboration, Chief Justice P. B. Chakrabarty of the Kolkata High Court, disclosed the following in a letter addressed to the publisher of Ramesh Chandra Majumdars book A History of Bengal, You have fulfilled a noble task by persuading Dr. Majumdar to write this history of Bengal and publishing it In the preface of the book Dr. Majumdar has written that he could not accept the thesis that Indian independence was brought about solely, or predominantly by the non-violent civil disobedience movement of Gandhi.When I was the acting Governor, manufacturing business Atlee, who had given us independence by withdrawing the British rule from India, spent two days in the G overnors palace at Calcutta during his transit of India. At that time I had a prolonged discussion with him regarding the real factors that had led the British to deliver India. My direct question to him was that since Gandhis Quit India movement had tapered off quite some time ago and in 1947 no such new compelling situation had arisen that would necessitate a headlong British departure, why did they have to leave?In his reply Atlee cited several reasons, the principal among them being the erosion of loyalty to the British Crown among the Indian armament and navy personnel as a result of the military activities of Netaji Subhash Chandra Bose. Toward the end of our discussion I asked Atlee what was the extent of Gandhis influence upon the British decision to quit India. Hearing this question, Atlees lips became twisted in a sarcastic smile as he slowly chewed out the word, m-i-n-i-m-a-l (Kumar).In reality, the political confrontations and negotiations between Indian nationalists and the British were immensely influenced by an atmosphere of deepening economic crisis. In the aftermath of World War II, Britains economy was destroyed to such an extent that they were no eight-day able to financially maintain their military forces, making Great Britain incapable of containing the incessant freedom movements in their colonies. Therefore, due to its collapsed economy, Great Britain would have left India a good deal later than they did after World War II, regardless of Gandhi, Bose, or any nationalist leader.The most influential character in Indias independence, therefore, would evidently be Adolf Hitler. Despite his selfish reasons for war, Hitler inadvertently created the perfect economic atmosphere needed for the Indian Independence Movement to take flight. Had Hitler not begun World War II, Indias independence, with only nationalist determination as a driving force, would most probably have taken much longer than it did. In the aftermath of World War II, Indi a had increased its political, economic and military influence, which paved the way for its independence from Great Britain in 1947.Although the main factor in Britains retreat in India was its economic turmoil, India would not have been able to create or sustain a healthy economy, government, or military without the help of key nationalist leaders. For example, forward tensions between Indian castes were eased by Gandhi, who launched the Haijan movement, a campaign to improve the lives of the untouchables, whom he named Harijans, the children of God. Gandhi also influenced Indias blossoming political ideology. According to Jim Yardley, Gandhi is given full credit for Indias political identity as a tolerant, secular democracy. Likewise, Indian military precedent was also set by Bose in his humans of the Indian National Army. Bose also succeeded in uniting various religious entities in India. For example, when he first three of Boses officers to be tried were a Hindu, a Muslim, and a Sikh, Indians of all three religions became united against the British in a national movement against the Indian National Army officers trial (india. wikia. com). nationalistic efforts, specifically Mahatma Gandhi, may have not been the leading force in Indias independence in 1947, but it did make independence easier. British historians P.J. Cain and A. G. Hopkins described the hopeless situation of the British in India as follows, By the end of war, there was a loss of purpose at the very center of the over-embellished system. The gentlemanly administrators who managed the Raj no longer had the heart to devise new moves against increasing odds, not least because after 1939 the majority of the Indian Civil Service were themselves Indian. In 1945 the new Viceroy, Wavell, commented on the weakness and weariness of the importance of the instrument still our disposal in the shape of the British element in the Indian Civil Service.The town had been lost to opponents of the Raj the c ountryside had slipped beyond control. Widespread discontent in the army was followed in 1946 by a mutiny in the navy. It was then Wavell, the unfortunate messenger, describe to London that India had become ungovernable which finally led to the independence of India (Kumar). Furthermore, although the Indian Independence Movement was greatly hastened by Britains economic crisis posed during the aftermath of World War II, Indias identity would not be the same without the influential works of Indian nationalists. Works CitedBose, Sugata & Jalal, Ayesha. 2011, Modern South Asia History, Culture semipolitical Economy, Third Edition. Routledge Taylor and Francis Group, London and New York. http//india. wikia. com/wiki/Indian_Independence_Movement http//en. wikipedia. org/wiki/India_in_World_War_II Kumar, Susmit. 2012. Hitler, NOT Gandhi, Should Be Given Credit for the Independence of India in 1947, Online Available at http//www. susmitkumar. net/index. php? option=com_content&view= deno mination&id=100&Itemid=86 Yardley, Jim. 2010, Obama Invokes Gandhi, Whose Ideal Eludes India. New York Times. 6, Nov.

Air France essay

Describe how you would assess how a row (keyword-engine oppose) is performing and how to manage it To figure out how a row (keyword-engine pair) is performing, we need to do cost-benefit analysis first. In other words, since companys goal is to sell tickets and create value, it would be useful to assess by measuring dollar amount earned from a dollar of cost (= Amount/Total cost). However, the row is already in ascending order of dollar amount relative to total cost. Also, there argon only 368 data out of more than 4,000 data overall. Therefore, looking at the sales figure only is not the best way to assess keyword-engine pair performance.I took out all the numbers that have no renewing rate. That means, it did not generate any sales and these will not be helpful in assessing the performance. Then, among those numbers with conversion rates, I only looked at the numbers of which the amount is bigger than the cost. Otherwise, company is losing money whenever it pays advertising. Then , I multiplied average position with dog-iron through rate and conversion rate so that to calculate how people relatively choose to pick up credit line France and buy tickets via website. This will tell apart how its keyword performs with search engine to generate sales over cost.However, to manage well, we also have to consider Ad rank. QS is determined by click thru rate and period of play strategy is actually average CPC. If we multiply together, we laughingstock get Ad rank. To perform well, we need have higher(prenominal) click thru rate rather than higher CPC. Therefore, we also need to look at relative CPC assuming same position. Thats why I looked at other numbers without conversions rate too. gull your performance metrics to each of the keyword-engine pairs (i. e to each of the rows) and identify the top 10 keyword-engine pairs to pursue Below are the top 10 results based on performance metrics that I mentioned above.However, we can see that most keywords already cont ain france . I believe people who typed france will look at Air France site automatically, so the company should not focus highly on the word. I confirmed this logic by looking at numbers without conversion rate. See below. And also, the first one should be an outlier, since only one click generated 900% of sales. So, I calculated again filtering these two words out. Below is the result. As we can see from above, both cheapand paris are a good match with Google.

Porter Five Force Analysis of Indian Food Processing Industry

Porters five force analysis of for senesce process application MARKETING STRATEGY HITESH VAVAIYA Table of Contents Acknowledgement3 Introduction of Report3 look into Objective4 Introduction of nutrition touch fabrication4 The Hi flooring of nutriment Processing labor4 Supply chain of viands treat exertion and factor bear upon from each one activity5 Agri tillage5 Food process5 Indian Food Processing manufacturing7 History of intellectual nourishment processing Industry in India7 Current commercialise Overview9 Indian Food Processing Industry Performance11Food Processing Sector everyplaceview11 study Players of Food Processing Industry14 Indian Food Processing Companies Profiles14 Major Indian player in Food processing Industry Overview15 I. T. C LTD15 GODREJ PROFILE15 MTR Foods Limited Profile16 Parle Limited Profile17 Dabur India Limited Profile17 Analysis18 Porter Five Forces Analysis for Indian Food Processing Analysis18 Threat of Entry ( spunky)19 Rivalry amid Established Competitors (low)21 talk terms function of Buyers (low)23 Bargaining Power of Suppliers (low)25Threat of Substitutes ( senior high school)26 Conclusion27 Bibliography29 Acknowledgement I take the luck, while presenting this report and to express my gratitude to on the whole those who afford their valuable swear out and time to help me to complete the project successfully. A number of people provided us their assistance, encouragement, and enthusiasm. Without them this project would not hand been possible. Firstly, I would handle to thank our institute IIPM and our honorable prof. partho sir for handsome me such(prenominal) an opportunity to work on such a project. got a chance to put all our classroom theories and pract grouchs for understanding and analyzing the working of the real Indian scenario. Introduction of Report This report provides an overview of our f be exertion and consumption system, its impacts on the environment and its vulnerability to enviro nmental problems and resource constraints. The aim of the report is to identify whatsoever epochal challenges to the future warrantor of the nourishment system in India that arise from environmental and resource issues, and the risks, constraints and social or political responses to these.The report in like manner considers a range of response st rangegies being positive and explored at various points across the solid nutrition system. The regimen system includes the interdependent parts of the system that provides solid fare for local anaesthetic consumption and for export. It includes all the comp nonp atomic number 18ilnts and processes by which food is produced (grown and/or svelte), stored and distributed, delivered to end-consumers and consumed (including further processing and storage) as well as all the processes that deal with waste along the food chain The report covers an overview of the Indian food processing effort.The report will focus on the dynamics of t he pains, the commercialize portions, the proceeds of the heavenss in India and what argon the challenges and opportunities that the manufacturing is facing. On the competitive landscape, the report lays out the major food processing companies that functions within the Indian industry and the strategies these companies atomic number 18 following to capture the major glob of the market fortune. The concluding part of the report covers the drivers of the industry and the future Prospects of the food processing industry in India.Research Objective To analyze the market sh atomic number 18 of organise Food Processing sphere of influence comp ar to different unorganized Food Processing sector To study the future growth of food processing in india To study the sustainability of Indian food processing industry To study the resources and the constraints of the Indian food processing industry To study the effect of MNCs in the Indian food processing industry To study the driving forces those are affecting Indian food processing industry Introduction of Food Processing Industry The History of Food Processing IndustryThe origin of food processing goes all the way rearward to ancient Egypt, stock-still the period of those developments seems to symbolize the history of the culture of mankind. Nowadays, bread, which is characterized by its affair of the fermentation action of yeast and which uses wheat flour as its raw material, is baked all over the world. The origins of beer also go back to Babylon and Egypt in the period from 3,000 to 5,000 BC. The foundation of the modern industry was built up with the introduction of machinery and technology of in the raw methods from Germany.Nowadays, the neat foods that are thriving in mart shops are modern processed foods and traditional foods, but their manufacturing technology, process control and manufacturing and packaging environmental facilities have been advanced and ration outalized to an incomparable exte nt in the run short 30 eld. As a result, mathematical crossroads with high quality and uniformity are now being manufactured. This is based on the advancement of food science, and is, more(prenominal)(prenominal)over, due to the general introduction of hygienics, applied microbiology, mechanical engineering, chemical engineering, electronic engineering and high-polymer technology.The about remarkable developments until now have been convenient pre-cooked frozen foods, retort pouch foods and dried foods. The mass output of excellent quality processed foods without apply unnecessary food additives has been made possible in the last 30 years by grading and inspecting the process materials, carrying out proper inspections of processed foods, and advances in processing technology, installation and packaging technology and materials. http//www. bisnetindia. com/bishtml/060012502441. htm Supply chain of food processing industry and factor affecting each activity AgricultureAgricu lture is the process of producing food, feed, fiber and other desired products by the cultivation of certain plants and the raising of home(prenominal)ated animals (livestock). The practice of floriculture is also known as farming, while scientists, inventors and others devoted to improving farming methods and implements are also express to be engaged in agriculture. more people in the world are involved in agriculture as their primary economic activity than in any other, yet it sole(prenominal) compositions for twelve per centimeime of the worlds GDP.Total plain trade consists of food and non- food commodities in both raw and processed forms. Classification of outlandish trade is a snapdown of agricultural trade into four components. * bulk commodities, * processed intermediate products, * cherubic horticultural products, * Processed consumer goods. Over the years the function of bulk commodities in conglomeration agricultural trade has gone down. Decreased train for bulk commodities has been compensated by the growth in intermediate processed products, which are essentially processed bulk commodities.Processed intermediate products such as vegetable oil colors, flour etc. The share of fresh horticultural products, i. e. products that are consumed without further processing, in total agricultural trade is nearly constant. Recent modifyments in transportation technology have played a role in promoting trade of fresh products. The prompt festering categories in agricultural trade are non-bulk packaged processed food products, which are marketed under different cross offs. Developed figuringries have played an important role in promoting trade in processed food products.Share of these countries in import of processed food products is more than developing countries, whereas in case of bulk commodities share of developing countries exceeds the import of developed countries. Food processing Food processing is the methods and techniques used to transform raw ingredients into food for human consumption. Food processing takes clean, harvested or slaughtered and butchered components and uses them to produce marketable food products. Consumer expenditure on processed food and drink 200107 (US$ billion), as shown in below ChartGraph-1. 1 Consumer expenditure on food Sources Food Corporation of India, web http//fciweb. nic/Consumerexpen/. in Whole Food processing industry in divided mainly six sectors which are as shown in figure 3 and food product cover in these sectors and shown in table 2 Figure 1. 3. Major sector in food processing industry Table-1. 2 Segmenting food product according to Food processing Sector Indian Food Processing Industry History of food processing Industry in IndiaFood processing dates back to the prehistoric ages when crude processing incorporated slaughtering, fermenting, sun drying, preserving with salt, and various types of cooking (such as roasting, smoking, steaming, and oven baking). Salt-preser vation was specially vulgar for foods that constituted warrior and sailors diets, up until the introduction of usher outning methods. Evidence for the existence of these methods exists in the writings of the ancient Greek , Chaldean, Egyptian and Roman civilisations as well as archeologic evidence from Europe, North and South America and Asia.These tried and tested processing techniques remained essentially the same until the advent of the industrial innovation. Examples of pee- meals also exist from pre industrial revolution times such as the Cornish pasty and the Haggis. Modern food processing technology in the 19th and 20th century was largely developed to serve military ineluctably. In 1809 Nicolas Appert invented a vacuum bottling technique that would supply food for French troops, and this contributed to the development of tinning and then brush asidening by Peter Durand in 1810.Although initially expensive and somewhat hazardous due to the lead used in cans, canned go ods would later become a staple roughly the world. Pasteurization, detect by Louis Pasteur in 1862, was a significant advance in ensuring the micro-biological safety of food. In the 20th century, World War II, the space race and the rising consumer union in developed countries (including the United States) contributed to the growth of food processing with such advances as spray drying, juice concentrates, freeze drying and the introduction of artificial sweeteners, coloring agents, and preservatives such as sodium benzoate.In the late 20th century products such as dried instant soups, reconstituted fruits and juices, and self cooking meals such as MRE food ration were developed. In Western Europe and North America, the second half of the 20th century witnessed a rise in the pursuit of convenience food processors especially marketed their products to nerve-class working wives and mothers. Frozen foods (often credited to Clarence Birdseye) found their success in sales of juice con centrates and TV dinners.Processors utilized the perceived value of time to challenge to the postwar population, and this same appeal contributes to the success of convenience foods today. * Benefits More and more people live in the cities far away from where food is grown and produced. In many families the adults are working away from home and in that respectfore there is little time for the preparation of food based on fresh ingredients. The food industry offers products that fulfill many different needs From peeled potatoes that only have to be boiled at home to fully prepare ready meals that can be heated up in the microwave oven within a few minutes.Benefits of food processing include toxin removal, preservation, easing marketing and dispersion tasks, and increase food consistency. In addition, it increases seasonal availability of many foods, enables transportation of delicate perishable foods across long distances, and makes many kinds of foods safe to eat by de-activati ng spoilage and pathogenic micro-organisms. Modern supermarkets would not be feasible without modern food processing techniques, long voyages would not be possible, and military campaigns would be significantly more difficult and costly to execute.Modern food processing also improves the quality of life for allergists, diabetics, and other people who cannot consume some common food elements. Food processing can also add extra nutrients such as vitamins. Processed foods are often slight susceptible to early spoilage than fresh foods, and are better suited for long distance transportation from the source to the consumer. Fresh materials, such as fresh produce and raw meats, are more likely to harbour pathogenic micro-organisms (e. g. Salmonella) capable of causing serious illnesses. * DrawbacksIn general, fresh food that has not been processed other than by washing and simple kitchen preparation, whitethorn be expected to contain a higher proportion of infixedly occurring vitamins, fibre and minerals than the equivalent product processed by the food industry. Vitamin C for event is destroyed by heat and therefore canned fruits have a abase content of vitamin C than fresh ones. Food processing can lower the nutritional value of foods. Processed foods tend to include food additives, such as seasonings and texture enhancing agents, which whitethorn have little or no nutritive value, or be unwellnessy.Some preservatives added or readyd during processing such as nitrites or sulphites whitethorn cause adverse health effects. Processed foods often have a higher ratio of calories to other essential nutrients than unprocessed foods, a phenomenon referred to as empty calories. Most junk foods are processed, and fit this category. High quality and hygiene standards must be maintained to ensure consumer safety and failures to maintain adequate standards can have serious health consequences. Processing food is a truly(prenominal) costly process, thus increasing th e values of foods products.Current merchandise Overview India is a country of striking contrasts and enormous ethnic, linguistic, and cultural diversity. It has a population of 1. 1 billion, and it is comprised of 28 states and seven married couple Territories (under federal government rule). The states differ vastly in resources, culture, food ha trashs, living standards, and languages. Vast disparities in per-capita income levels exist between and within Indias states. About 75 percentage of the countrys people live in 550,000 villages the rest in 200 towns and cities. There are 30 cities with a population preceding(prenominal) one one thousand million people.India has the largest number of poor, with 35 percent of the population surviving on less than $1 per day, and 80 percent of the population surviving on less than $2 per day1. Nearly 51 percent of Indians consumption expenditures go for food (54 percent in rural area and 42 in urban areas) 2 mostly for basic items like grains, vegetable oils, and sugar very little goes for value added food items. In recent years, however, there has been an increased deracination towards vegetables, eggs, fruits, meat, and beverages. Religion has a major influence on eating habits and, along with low purchasing power, supports a predominantly vegetarian diet.Some observers of Indias economic scene are, however, extremely optimistic about consumption growth potential, and believe that rising income levels, increasing urbanization, a changing age profile (more young people), increasing consumerism, a significant rise in the number of single men and women professionals, and the availability of cheap credit will push India onto a new growth trajectory. These segments of the population are aware of quality differences, insist on world standards, and are willing to pay a superior for quality. Nonetheless, a major share of Indian consumers has to leave quality for affordable prices.Potential US exporters should also b ear in mind that Indias diverse agro-industrial base already offers many items at competitive prices. Results of the Market Information Survey of Households, conducted by the National Council of Applied Economic Research, show that the share of households in the upper middle/high income radical (annual household income Rs. 90,000, or $11,200 on purchasing power parity basis) has grown from 14% in 1989-90 to 28% in 2001-02, and is projected at 48 percent in 2009-10. Correspondingly, there has been a decline in the low-income group.Sixty-five million people are expected to pull in the 20-34 year age group from 2001 to 2010. By 2025, 40 percent of Indians are expected to be urban dwellers. Structural reforms and stabilization programs during the 1990s have contributed to Indias sustained economic growth, which has been coitionly strong over the past cardinal decades, averaging 6 percent annually. Since 1996, the Indian government has gradually lifted import-licensing restrictions, which had effectively prohibited imports. On April 1, 2001, all remaining quantitative restrictions were removed, putting India in respectfulness with its WTO commitment.Nonetheless, the government continues to discourage imports, particularly agricultural products, with the use of high tariffs and non-tariff restraints. Import tariffs on most consumer products, although declining, are still high, ranging from 30. 6 to 52. 2 percent. Some cutting items, such as alcoholic beverages, poultry meat, raisins, vegetable oils, wheat, rice, etc. , attract much higher duties. Nontariff barriers include unwarranted sanitary and phytosanitary restrictions and onerous labeling requirements for pre-packaged foods.Other factors adversely affecting imports include a poorly developed infrastructure (transportation and cold chain), a predominantly unorganized retail sector, and outdated food laws. However, some positive factors are Rising disposable income levels Increasing urbanization and ex posure to Western culture increase health consciousness among the middle class Growing consumerism Changing age profile Increasing availability of cheap consumer credit Current status of industry is shown in below table Table1. 4. Status of Food Processing Industry in IndiaSources All India Food Processors Association http//www. aifpa/foodindustry/. com India is a major producer of many agricultural commodities and it accounts for nine per cent of the worlds fruit production and about 11 per cent of the vegetable production. But the level of processing and value addition of fruits and vegetables is just two per cent of the total production, compared to 65 per cent in the USA, 23 per cent in China and 78 per cent in the Philippines as given in the figure below. Graph 1. 2 food processing percentage in different country Sources web http//www. fmi. /worldfoodprocessed. org There is huge wa period of perishable agricultural commodities. The position in the country with regard to o ther products also is not very encouraging. The boilers suit level of processing of agricultural commodities in the country is estimated at six per cent. The annual loss on account of wastage of agricultural commodities is estimated to be about Rs 50,000 crore. At present, the food processing sector employs about 13 million people directly and about 35 million people indirectly. In 200607, food processing sector contributed about 14 per cent of manufacturing GDP with a share of Rs 2,80,000 crore.Of this, the un organised sector accounted for more than 70 per cent of production in terms of volume and 50 per cent in terms of value. Indian Food Processing Industry Performance Market Definition The market for food processing industry is the complex in nature it is global collective of diverse businesses that together supply much of the food energy consumed by the population. Only subsistence farmers, those who survive on what they grow, can be considered outside of the scope of the mod ern food processing industry. The food processing industry includes Regulation local, regional, national and international rules and regulations for food production and sale, including food quality and food safety, and industry lobbying activities * Research and development food technology * Financial go insurance, credit * Manufacturing processed packed food, food processing machinery and supplies, food processing construction, etc. * Food processing technology preparation of fresh products for market, manufacture of nimble food products * Marketing promotion of generic products (e. g. milk board), new products, public opinion, by advertising, packaging, ublic relations, etc * Wholesale and diffusion warehousing, transportation, logistics * Retail supermarket chains and independent food stores, direct-to-consumer, restaurant, food serve. Food Processing Sector overview Food processing is a large sector that covers activities such as agriculture, horticulture, plantation, anima l husbandry and fisheries. It also includes other industries that use agriculture inputs for manufacturing of edible products. The Ministry of Food Processing, Government of India has defined the following segments within the Food Processing industry Dairy, fruits & vegetable processing Grain processing aggregate & poultry processing Fisheries Consumer foods including packaged foods, beverages and packaged drinking water. While the industry is large in terms of size, it is still at a nascent stage in terms of development. Out of the countrys total agriculture and food produce, only 2 per cent is processed. The highest share of processed food is in the Dairy sector, where 37 per cent of the total produce is processed, of which 15 per cent is processed by the organized sector. Primary food processing (packaged fruit and vegetables, milk, mill about flour and rice, tea, spices, etc. ) constitutes around.Table 2. 1 Indias food-processing sector Indias food-processing sector, thoug h still developing, contributes 14 percent to the manufacturing GDP (5. 5 percent of aggregate GDP), produces goods value rs. 2. 8 trillion ($64 billion), and employs 13 million people. Much of Indias food-processing industry is small- outstrip and involves very little value addition, although in recent years several multinational food-processing companies have started operations in India. A plethora of internal restrictions, including (a) prohibition on foreign direct investment in retail, (b) prohibitions on contract farming, (c) barriers to nterstate commerce based on revenue and food security concerns, (d) some of the highest taxes on processed foods in the world, and (e) inefficient in infrastructure and marketing networks seriously constrain growth of the sector. The almost year-round availability of fresh products across the country, combined with the consumers preference for fresh products and freshly cooked foods has dampened demand for processed food products. The level o f processing varies across segments ranging from less than 2 percent of the production in the case of fruits and vegetables to over 90 percent in non-perishable products such as cereals and pulses.In the latter, however, processing involves very little value addition, and is mostly confined to grading, cleaning, milling, and packing with negligible use of additives, preservatives, and flavors. Table 2. 2 Level of processed food in year 2008 Product Level of Processing (% of total production) OrganizedSector UnorganizedSector 1/ Total Fruits & vegetables 1. 2 0. 5 1. 7 Milk 15. 0 22. 0 37. 0 perfume 21. 0 0 21. 0 Poultry 6. 0 0 6. 0 Marine fisheries 1. 7 9. 0 10. 7 Shrimp 0. 4 1. 0 1. 4 Source Rabobank Analysis Source Web http//www. nasftlevelprocessing. org/ Table 2. level of processing Forecasted Unorganized in fruits and vegetables includes unbranded pickles, sauces, and potato chips, but excludes processing by route vendors unorganized in dairy includes processing by sweet food makers unorganized in marine products includes processing by small fishermen. . At present, most inputs for the food-processing industry are sourced domestically, with the exception of some bulk commodities that are in short supply, such as pulses and vegetable oils, dried fruits and nuts, and small but increasing quantities of food additives and ingredients such as soy proteins, whey, and flavors and essence.India annually imports vegetable oils precious at over $2. 6 billion and pulses valued at $560 million. Imports of food ingredients were valued at $170 million in 2007/08, and include mostly spices and condiments, dairy products, cocoa products, fish and fish products, fruit juices, and other ingredients (yeasts, sauces, soft drink concentrates, flavoring materials, soy protein concentrates and isolates, etc. ). Unorganized, small players account for more than 70 percent of the industrys output in volume and 50 percent in value terms.Most of them operate locally, add littl e if any value to products, and use outdated technologies. The governments policy of reserving the food-processing sector for small-scale units, effective until 1991, reject large-scale domestic and foreign direct investment in the food-processing sector. However, following economic liberalization in 1991, the food-processing industry was opened, resulting in increased investment in this sector, both domestic and foreign.Over the last few years, several large companies, both Indian and foreign, have invested in the food-processing business in India, resulting in significant growth in this sector. Some of the major players in Indias food-processing industry are listed in this report. There are hundreds of medium-sized regional companies, some of them aspiring to emerge as national players with their own established brands, who pose some arguing to large firms . The domestic organized processed-food market is expected to triple in the next 10 years from about $100 billion in FINACIA L YEAR 2004 to $310 billion in FINACIAL YEAR 2015.India aims to increase its share of world trade in this sector from 1. 7% currently ($7. 5 billion) to 3% by 2015 ($20 billion) Graph 2. 1 FMCG Market Size forecasting Sources-web http//www. foodprocessing/marketsize/. com So here we have estimated that production of processed food is increasing linearly with respect to FMCG Market size till 2015 E ,its shows that very good potential of proceeds food in coming future. Major Players of Food Processing Industry Indian Food Processing Companies ProfilesIndian food processors may be divided into the following main categories great Indian companies that have their production base in India or neighboring countries (for tax-saving purposes) Multinational and joint-venture companies that have their production base in India Medium/small domestic food-processing companies with a local presence Small local players in the unorganized sector Major Indian player in Food processing Industry Ov erview I. T. C LTD ITC is one of Indias foremost private sector companies with a market capitalisation of nearly US $ 19 billion* and a dollar volume of over US $ 5. 1 Billion.ITC has a diversified presence in Cigarettes, Hotels, Paperboards Specialty Papers, Packaging, Agribusiness, Packaged Foods Confectionery, Information Technology, Branded Apparel, Personal Care, Stationery, Safety Matches and other FMCG products. ITCs Agri-Business is one of Indias largest exporters of agricultural products. ITC is one of the countrys biggest foreign exchange earners (US $ 3. 2 billion in the last decade). The Companys e-Choupal initiative is enabling Indian agriculture significantly enhance its competitiveness by empowering Indian farmers through the power of the Internet.This transformational strategy, which has already become the subject matter of a case study at Harvard Business School, is expected to progressively create for ITC a huge rural distribution infrastructure, significantly e nhancing the Companys marketing Reach. ITCs wholly owned Information Technology subsidiary, ITC InfoTech India Limited, is aggressively pursuing emerging opportunities in providing lengthways IT solutions, including e-enabled go and business process outsourcing.ITCs production facilities and hotels have won numerous national and international awards for quality, productivity, safety and environment management systems. ITC was the first familiarity in India to voluntarily seek a corporate governance rating. ITC employs over 25,000 people at more than 60 locations across India. The Company continuously endeavors to enhance its wealthiness generating capabilities in a globalizing environment to consistently reward more than 3, 78,000 shareholders, fulfill the aspirations of its stakeholders and meet societal expectations.This over-arching vision of the company is expressively captured in its corporate location statement. GODREJ PROFILE Started in 1897 as locks manufacturing compan y, the Godrej Group is today one of the most accomplished and diversified business houses in India. Godrejs success has been driven by the companys commitment to delivering innovation and excellence. Through the consistent application of this commitment and a century of ethical business conduct, Godrej has earned an unparalleled spirit for trust and reliability.In 1930, Godrej became the first company in the world to develop the technology to manufacture soap with vegetable oils that spirit of innovation has continued throughout the arrangements history. Today Godrej is delivering consumers exciting innovations across a spectrum of businesses. The companys pursuit of excellence is equally well established and enduring. In the 1944 Mumbai docks blast, Godrej safes were the only security equipment whose contents were unharmed an equal level of product quality continues to be expected from every product bearing the Godrej brand name. Godrej management nderstands that the companys gre atest asset is the trust and faith that consumers have reposed in it, and recognizes that the company must continue to earn this trust. This translates to the organization delivering outstanding quality and value in everything it does. Godrejs ethical and visionary practices have allowed the company to successfully expand into a number of businesses. Today Godrej is a leading(p) manufacturer of goods and provider of services in a multitude of categories home appliances, consumer durables, consumer products, industrial products, and agri products to name a few.A recent estimate suggested that 400 million people across India use at least one Godrej product every day. The group has more recently throw ined the real estate and information technology sectors, and management views these as avenues for enormous growth. The 6000 Crore (US $1. 5Billion)Godrej Group is one of Indias largest professionally run private sector groups. It has a well-established presence in varied businesses ra nging from foods and consumer durables to real estate and information technology. In 1997, Godrej completed 100 years of service to the nation. Today, the name Godrej is synonymous with Quality Trust.It is amongst the most admired Business Groups in India, delivering quality products and services to its customers at competitive costs. All this, with the highest international standards of customer care. MTR Foods Limited Profile MTR Foods Limited is amongst the top five processed food manufacturers in India. We manufacture, market and export a full(a) range of packaged foods to global markets that include USA, UK, Australia, New Zealand, Malaysia, Singapore, UAE and Oman. Starting with the legendary MTR restaurant in Bangalore, Indias silicon valley, we now offer complete meal solutions.Our wide range of products include ready-to-eat curries and rice, ready-to-cook gravies, frozen foods, ice pickax, instant snack and dessert mixes, spices and a variety of accompaniments like pickl es and papads. Our deep understanding of culinary expectations and needs has resulted in many new and innovative products. Our investments in infrastructure and technology ensure that we can scale rapidly and bring these to market. Today, consumers across the globe count on us to bring them all-natural, wholesome and delicious food that is also convenient and no-fuss.We have also expanded our retail presence significantly present-day(a) Namma MTR and MTR kiosks now serve delighted consumers across Bangalore and Chennai. Parle Limited Profile Parle Products has been Indias largest manufacturer of biscuits and confectionery, for almost 80 years. Makers of the worlds largest selling biscuit, Parle-G, and a host of other very favourite brands, the Parle name symbolizes quality, nutrition and great taste. With a reach spanning even the remotest villages of India , the company has definitely come a very long way since its inception.Many of the Parle products biscuits or confectioneries , are market leaders in their category and have won acclaim at the Monde Selection, since 1971. With a 40% share of the total biscuit market and a 15% share of the total confectionary market in India, Parle has grown to become a multi-million dollar company. While to consumers its a beacon of faith and trust, competitors look upon Parle as an example of marketing brilliance. Dabur India Limited Profile Dabur India Limited has marked its presence with some very significant achievements and today commands a market leadership status.Our story of success is based on dedication to nature, corporate and process hygiene, dynamic leadership and commitment to our partners and stakeholders. The results of our policies and initiatives speak for themselves. * Leading consumer goods company in India with a turnover of Rs. 2233. 72 Crore (FY07) * 2 major strategic business units (SBU) Consumer Care Division (CCD) and Consumer Health Division (CHD) * 3 Subsidiary Group companies Dabur Foods, Dab ur Nepal and Dabur International and 3 tone down subsidiaries of Dabur International Asian Consumer Care in Bangladesh, African Consumer Care in Nigeria and Dabur Egypt. 13 ultra-modern manufacturing units spread around the globe * Products marketed in over 50 countries Wide and deep market penetration with 47 CF agents, more than 5000 distributors and over 1. 5 million retail outlets all over India. CCD, relations with FMCG Products relating to Personal Care and Health Care * Leading brands * Dabur The Health Care Brand * Vatika-Personal Care Brand * Anmol- Value for Money Brand * Hajmola- Tasty digestive Brand * and Dabur Amla, Chyawanprash and Lal Dant Manjan with Rs. 00 crore turnover each * Vatika Hair Oil Shampoo the high growth brand * Strategic positioning of Honey as food product, leading to market leadership (over 40%) in branded honey market * Dabur Chyawanprash the largest selling Ayurvedic medicine with over 65% market share. * Leader in herb tea digestives with 90% market share * Hajmola tablets in command with 75% market share of digestive tablets category Dabur Lal Tail tops baby massage oil market with 35% of total share. CHD (Consumer Health Division), dealing with classical Ayurvedic medicines. Has more than 250 products sold through prescriptions as well as over the counter * Major categories in traditional formulations include Asav Arishtas Ras Rasayanas Churnas Medicated Oils * Proprietary Ayurvedic medicines developed by Dabur include Nature Care Isabgol Madhuvaani Trifgol * Division also works for promotion of Ayurveda through organised community of traditional practitioners and developing fresh batches of students Analysis Porter Five Forces Analysis for Indian Food Processing AnalysisThe Porters 5 Forces tool is a simple but powerful tool for understanding where power lies in a business situation. This is useful, because it helps you understand both the say-so of your current competitive position, and the strength of a position youre looking to move into. With a clear understanding of where power lies, you can take fair advantage of a situation of strength, improve a situation of weakness, and avoid taking wrong steps. This makes it an important part of your planning toolkit. Conventionally, the tool is used to identify whether new products, services or businesses have the potential to be profitable.However it can be very illuminating when used to understand the balance of power in other situations too. Threat of Entry (high) The threat of new incoming is quite high if anyone looks as if theyre making a sustained profit, new competitors can come into the industry easily, reducing internet Profitable markets that yield high returns will draw firms. The results is many new entrants, which will effectively decrease profitability. Unless the entry of new firms can be close up by incumbents, the profit rate will fall towards a competitive level (perfect contestation). Capital Requirements(low) The capital costs of getting established in an industry can be reduce because of the government subsidies provided to food processing sector. Financial disaster for most participants is that the initial setup costs of new ventures were typically very low. Startup costs are so low that individual, self-financing entrepreneurs can enter. For example, in mineral water pouch business, costs for a company are around Rs 350,000 and reaming Rs 750,000 is subsidies by Government * Economies of Scale(low)In industries that are capital or research or advertising intensive, efficiency requires large-scale operation. The problem for new entrants is that they are faced with the weft of either entering on a small scale and accepting high unit costs, or entering on a large scale and running the risk of underutilized capacity while they build up sales volume. These economies of scale have deterred entry into the industry so that the only new entrants in recent decades have been state-supported compani es the main reason or source to achieve scale economies is new product development costs.Thus, developing and launching a new product is very costly. Segment of the market for food processing Industry is very narrowly define so potential customer are very few thats why companies are not able to achieve economies of scales. * Absolute Cost Advantages(high) Apart from economies of scale, established firms may have a cost advantage over entrants simply because they entered earlier. Absolute cost advantages often result from the acquisition or alliances of low-cost sources of raw materials. Absolute cost advantages may also result from economies of learning.Amul cost advantage in Pasteurization milk results from its early entry into this market and its ability to move down the learning wind up faster than local player and then making alliances with they produce milk but marketed by the brand name of Amul. So new enter company alliance with well establish large firm can easily enter in the company Product Differentiation (high) In an industry where products are differentiated, established firms be possessed of the advantages of brand recognition and customer loyalty.New entrants to such markets must spend disproportionately heavily on advertising and promotion to gain levels of brand awareness and brand goodwill similar to that of established companies. One study found that, compared to early entrants, late entrants into consumer goods markets incurred additional advertising and promotional costs amounting to 2. 12 percent of sales revenue. Alternatively, the new entrant can accept a niche position in the market or can seek to fence by cutting price.And in food processing industry there are many untapped market are available, so there are good opportunity for niche marketing in food processing industry e. g. sugar free is product that only targeting diabetic person and health conscious person only and it having 11% growth rate annually * Access to Channels of Dis tribution (low) Whereas lack of brand awareness among consumers acts as a barrier to entry to new suppliers of consumer goods, a more immediate barrier for the new company is likely to be gaining distribution.Limited capacity within distribution channel (e. g. , shelf space), risk aversion by retailers, and the fixed costs associated with carrying an additional product result in retailers being reluctant to carry a new manufacturers product. The battle for supermarket shelf space between the major food processors (typically involving lump-sum payments to retail chains in order to reserve shelf space) doer that new entrants scarcely get a look in. * Governmental and Legal Barriers(high)Some economists (Amitabha Sen) claim that the only effective barriers to entry are those created by government. In taxicabs, banking, telecommunications, and broadcasting, entry usually requires the granting of a license by a public authority. From medieval times to the present day, companies and fav ored individuals have benefited from governments granting them an exclusive right to ply a particular trade or offer a particular service. In knowledge-intensive industries, patents, copyrights, and other legally protected forms of intellectual property are major barriers to entry.Regulatory requirements and environmental and safety standards often put new entrants at a disadvantage to established firms, because compliance costs tend to weigh more heavily on newcomers . e. g. Prevention of Food Adulteration laws is not only stringent one but time consuming also. It is considered as an archaic and no industry hearty food law. It substantial varies from Codex standard. Harmonization of multiple food laws is an urgent necessity. * Retaliation (low) Barriers to entry also depend on the entrants expectations as to possible requital by established firms.Retaliation against a new entrant may take the form of aggressive price-cutting, increased advertising, sales promotion, or litigation. The major food processing company has a long history of retaliation against low-cost entrants. Parle and other budget food processing have alleged that selective price cuts by MNC and other major food processing like Britannia amounted to predatory price designed to prevent its entry into new routes. 8 To avoid retaliation by incumbents, new entrants may seek initial small scale entry into less visible market segments.New entered company market and targeted the small segments partly because this segment had big opportunity and large profit (niche marketing). Rivalry between Established Competitors (low) For most industries, this is the major determinant of the competitiveness of the industry. Sometimes tinges compete aggressively and sometimes rivals compete in non-price dimensions such as innovation, marketing, etc. For most industries, the major determinant of the overall state of competition and the general level of profitability is competition among the firms within the indust ry.In some industries, firms compete aggressively sometimes to the extent that prices are pushed below the level of costs and industry-wide losses are incurred. In others, price competition is muted and controversy focuses on advertising, innovation, and other non price dimensions. Six factors play an important role in determining the nature and intensity of competition between established firms concentration, the diversity of competitors, product differentiation, excess capacity, exit barriers, and cost conditions. * Concentration(high) Seller concentration refers to the number and size distribution of firms competing within a market.It is most usually measured by the concentration ratio the combined market share of the leading producers. Where a market is dominated by a small group of leading companies (an oligopoly), price competition may also be restrained, either by outright collusion, or more commonly through parallelism of pricing decisions. Thus, in markets dominated by t wo companies, such as soft drinks (Coke and Pepsi), prices tend to be similar and competition focuses on advertising, promotion, and product development. Economists measure rivalry by indicators of industry concentration.The Concentration Ratio (CR) is one such measure. The Bureau of Census periodically reports the CR for major Standard Industrial Classifications (SICs). The CR indicates the percent of market share held by the four largest firms (CRs for the largest 8, 25, and 50 firms in an industry also are available). A high concentration ratio indicates that a high concentration of market share is held by the largest firms the industry is concentrated. With only a few firms holding a large market share, the competitive landscape is less competitive (closer to a monopoly).A low concentration ratio indicates that the industry is characterized by many rivals, none of which has a significant market share. These fragmented markets are said to be competitive. The concentration ratio is not the only available measure the trend is to define industries in terms that convey more information than distribution of market share. In food processing industry concentration ratio is high that indicate high concentration of market share is held by the largest firms like ITC (tobacco), Cadbury (chocolates) etc.As the number of firms supplying a market increases, coordination of prices becomes more difficult, and the likelihood that one firm will initiate price-cutting increases. However, despite the common observation that the elimination of a competitor typically reduces price competition, while the entry of a new competitor typically stimulates it, systematic evidence of the impact of seller concentration on profitability is surprisingly weak. Richard Schmalensee concluded that The relation, if any, between seller concentration and profitability is weak statistically and the estimated effect is usually small. * In pursuing an advantage over its rivals, a firm can choose fr om several competitive moves * Changing prices raising or lowering prices to gain a temporary advantage. * Improving product differentiation improving features, implementing innovations in the manufacturing process and in the product itself. * Creatively using channels of distribution using vertical integration or using a distribution channel that is novel to the industry. * Exploiting relationships with suppliers set high quality standards and required suppliers to meet its demands for product specifications and price. Diversity of Competitors (low) The extent to which a group of firms can avoid price competition in favor of collusive pricing practices depends upon how similar they are in terms of origins, objectives, costs, and strategies. In food processing industry it is very low here firm always try to compete rival strategies and there product prices e. g. coke and Pepsi, magi and top Ramon ,Amul ice cream and havmor ice cream etc * Product Differentiation The more similar the offerings among rival firms, the more willing customers are to substitute and the great the incentive for firms to cut prices to increase sales.Where the products of rival firms are virtually indistinguishable, the product is a commodity and price is the sole basis for competition. Commodity industries such as food processing agriculture, mining, and petrochemicals tend to be plagued by price wars and low profits. By contrast, in industries where products are highly differentiated (perfumes, pharmaceuticals, restaurants, management consulting services), price competition tends to be weak, even though there may be many firms competing. ood processing industry it is very low here firm always try to compete rival strategies and there product prices because they have more or similer offering and there product are virtually indistinguishable e. g. coke and Pepsi, magi and top Ramon ,Amul ice cream and havmor ice cream etc * Excess Capacity and Exit Barriers Why does industry profit ability tend to fall so drastically during periods of recession? The get a line is the balance between demand and capacity. Unused capacity encourages firms to offer price cuts to attract new business in order to spread fixed costs over a greater sales volume.Excess capacity may be cyclical (e. g. the boombust cycle in the semiconductor industry) it may also be part of a structural problem resulting from overinvestment and declining demand. In these latter situations, the key issue is whether excess capacity will leave the industry. Barriers to exit are costs associated with capacity difference an industry. Where resources are durable and specialized, and where employees are entitled to job protection, barriers to exit may be substantial. Conversely, rapid demand growth creates capacity shortages that boost margins.On mean(a), companies in increment industries earn higher profits than companies in slow growing or declining industries see figure 3. 4. In food processing industry it will not effect because food demand is always increase or maintain because it is directly related to population growth, and in this industry some exit barrier are working because of Government policies. Bargaining Power of Buyers (low) Also described as the market of outputs. The ability of customers to put the firm under pressure and it also affects the customers sensitivity to price changes. Customer has enough option to switch so they have less dicker power. The firms in an industry operate in two types of markets in the markets for inputs and the markets for outputs. In input markets firms purchase raw materials, components, and financial and labor services. In the markets for outputs firms sell their goods and services to customers (who may be distributors, consumers, or other manufacturers). In both markets the transactions create value for both buyers and sellers.How this value is shared between them in terms of profitability depends on their proportional economic power. permit us deal first with output markets. The strength of purchase power that firms face from their customers depends on two sets of factors buyers price sensitivity and relative dicker power. Buyers price Sensitivity (low) The extent to which buyers are sensitive to the prices charged by the firms in an industry depends on four main factors * The greater the importance of an item as a proportion of total cost, the more sensitive buyers will be about the price they pay.Beverage manufacturers are highly sensitive to the costs of metal cans because this is one of their largest single cost items. Conversely, most companies are not sensitive to the fees charged by their auditors, since auditing costs are such a small proportion of overall company expenses. * The less differentiated the products of the supplying industry, the more willing the buyer is to switch suppliers on the basis of price. * The more intense the competition among buyers, the greater their earnestness for price re ductions from their sellers.As competition in the world food processing industry has intensified, so component suppliers are subject to greater pressures for lower prices, higher quality, and faster delivery. * The greater the importance of the industrys product to the quality of the buyers product or service, the less sensitive are buyers to the prices they are charged. The buying power of necessary processed food product like suger salt etc. is limited by the critical importance of these components to the functionality of their product. Relative Bargaining Power (high)Bargaining power rests, ultimately, on refusal to deal with the other party. The balance of power between the two parties to a transaction depends on the credibility and effectiveness with which each makes this threat. The key issue is the relative cost that each party sustains as a result of the transaction not being consummated. A second issue is each partys expertise in leveraging its position through gamesmanship . Several factors influence the bargaining power of buyers relative to that of sellers * Size and concentration of buyers relative to suppliers.The smaller the number of buyers and the bigger their purchases, the greater the cost of losing one. * Buyers information. The better informed buyers are about suppliers and their prices and costs, the better they are able to bargain.. Keeping customers ignorant of relative prices is an effective constraint on their buying power. But knowing prices is of little value if the quality of the product is unknown. It always works in food processing industry because people are not having full information about the product like k special of Kellogg which reduces the cholesterol of the consumer. Ability to integrate vertically. In refusing to deal with the other party, the alternative to finding another supplier or buyer is to do it yourself. Large food processing companies such as Heinz and Campbell dope have reduced their dependence on the manufac turers of metal cans by manufacturing their own. The leading retail chains have increasingly displaced their suppliers brands with their own-brand products. Backward integration need not necessarily occur a credible threat may suffice. Buyers are Powerful in food processing industryBuyers are concentrated there are a few buyers with significant market share Buyers purchase a significant proportion of output distribution of purchases or if the product is standardized Buyers possess a credible backward integration threat can threaten to buy producing firm or rival Buyers are powerless in food processing industry Producers threaten forward integration producer can take over own distribution/retailing Significant buyer turn costs products not standardized and buyer cannot easily switch to another product.Buyers are fragmented (many, different) no buyer has any particular influence on product or price Producers supply critical portions of buyers input distribution of purchases Bargaining Power of Suppliers (low) Also described as market of inputs. Suppliers of raw materials, components, and services (such as expertise) to the firm can be a source of power over the firm. Suppliers may refuse to work with the firm, or e. g. charge excessively high prices for unique resources.Analysis of the determinants of relative power between the producers in an industry and their suppliers is precisely analogous to analysis of the relationship between producers and their buyers. The only difference is that it is now the firms in the industry that are the buyers and the producers of inputs that are the suppliers. The key issues are the ease with which the firms in the industry can switch between different input suppliers and the relative bargaining power of each party. Because raw materials, emi-finished products, and components are often commodities supplied by small companies to large manufacturing companies, their suppliers usually lack bargaining power. Suppliers are not Powerful because in food processing industry Credible forward integration threat by suppliers Suppliers concentrated Significant cost to switch suppliers Customers Powerful Suppliers are Weak because in food processing industry Many competitive suppliers product is standardized Purchase commodity products Credible backward integration threat by purchasers Concentrated purchasers Customers WeakThreat of Substitutes (high) In Porters model, substitute products refer to products in other industries. To the economist, a threat of substitutes exists when a products demand is affected by the price change of a substitute product. A products price elasticity is affected by substitute products as more substitutes become available, the demand becomes more elastic since customers have more alternatives. A close substitute product constrains the ability of firms in an industry to raise prices. The competition engendered by a Threat of Substitute comes from products outside the industry.T he price of aluminum beverage cans is constrained by the price of glass bottles, steel cans, and plastic containers. These containers are substitutes, yet they are not rivals in the aluminum can industry. The existence of close substitute products increases the propensity of customers to switch to alternatives in response to price increases (high elasticity of demand). * buyer propensity to substitute (high) * relative price executing of substitutes(high) * buyer switching costs (low) Pressure from Substitutes Emerges Mainly From Two Factors 1. Switching costs for customers to the substitute. . Buyer willingness to search out for substitutes. Also the threat of substitution may take four different forms, each of which we shall now discuss with reference to above factors. Substitution of need We take switching from one product (e. g. natural drink of Dabur) to another (fresh juice from local vendor or prepared at home). In this case, the buyers tycoon be looking out for freshness a nd might not mind the nominal switching costs Food processing Industry will definitely remain, in one form or the other, as long as the manufacturers manufacture and consumers consume.Food processing industry does not seem to become extinct even in the future. The issue that remains to be address is just what forms it keeps evolving into. Here the Substitutes of food processing industry are fresh fruits and vegetables and food as a raw material , but they are yet very well developed in India, so their threat are comparatively very high but food processing industry break the boundaries of food product availability in certain season and area that is why food industry will sustain for longer term.While the treat of substitutes typically impacts an industry through price competition, there can be other concerns in assessing the threat of substitutes. * Strategic Implications of the Five Competitive Forces Competitive environment is subfusc from the standpoint of earning good profits w hen * Rivalry is vigorous * Entry barriers are low and entry is likely * Competition from substitutes is strong * Suppliers and customers have considerable bargaining power Competitive environment is ideal from a profit-making standpoint when * Rivalry is moderate Entry barriers are high and no firm is likely to enter * Good substitutes do not exist * Suppliers and customers are in a weak bargaining position. But food processing industry is little bit attractive but not ideal, it gives considerable profit Because of the following point * Rivalry is moderate * Entry barriers are low and firm is likely to enter * Good have some substitutes but up to certain extant * Suppliers and customers are in a weak bargaining position Conclusion Growing Indian economy and improving lifestyles of Indians contributing in a big way to the growth.The Indian snacks market is worth around US$ 3 billion, with the organised segment taking half the market share, and has an annual growth rate of 15-20 per cent. The unorganised snacks market is worth US$ 1. 56 billion, with a growth rate of 7-8 per cent per year. There are approximately 1,000 types of snacks and another 300 types of savories being sold in the Indian market today. There is a big market for snacks in India as urban Indian consumers eat ready-made snacks 10 times more than their rural counterparts. Consumers are willing to pay a premium for both value-added private and branded products, creating immense opportunities for manufacturers and retailers. The growth of food processing sector has nearly doubled to 13. 7 per cent during the last four years. A dominant segment of the food industry, food processing is estimated to be worth US$ 70 billion with a 32 per cent share. It comprises agriculture, horticulture, animal husbandries, and plantation. The opportunity for growth is huge when seen against the fact that while a mere 1. per cent of food is processed in India, nearly 80 per cent of food is processed in the developed world. Significantly, processed food exports have increased from US$ 6. 98 billion in 2003-04 to US$ 20. 51 billion in 2007-08, arrangement a whopping 193. 83 per cent growth rate. It realise Indias potential in this industry, investment target of US$ 25. 07 billion by 2015 to double Indias share in global food trade from 1. 6 per cent to 3 per cent, increase processing of perishable food from 6 per cent to 20 per cent and value addition from 20 per cent to 35 per cent.At last India is all set to become the food supplier of the world. It has the cultivable land, all the seasons for production of all varieties of fruits and vegetables, well developed agribusiness system that works in its own way. There are some Factors such as rapid growth in the economy, the technological innovations, rise of families with dual incomes and the changing food habits of the population all point to the increasing need for healthy processed food. The supply chain sector is very weak with no process own er and this can spell disaster.The food supply chain needs the attention, the industry and the Government. * Reasons to Invest in Indian Food Processing Industry It is the seventh largest country, with extensive administrative structure and independent judiciary, a sound financial & infrastructural network and above all a stable and thriving democracy. Due to its diverse agro-climatic conditions, it has a wide-ranging and large raw material base suitable for food processing industries. Presently a very small percentage of these are processed into value added products.It is one of the biggest emerging markets, with over 900 million population and a 250 million strong middle class. * Rapid urbanization, increased literacy and rising per capita income, have all caused rapid growth and changes in demand patterns, leading to tremendous new opportunities for exploiting the large latent market. An average Indian spends about 50% of household expenditure on food items. Demand for processed/ convenience food is constantly on the rise. Indias comparatively cheaper custody can be effectively utilized to setup large low cost production bases for domestic and export markets.Liberalized overall policy regime, with specific incentives for high priority food processing sector, provides a very conducive environment for investments and exports in the sector. Very good investment opportunities exist in many areas of food processing industries, the important ones being fruit vegetable processing, meat, fRead also My Ambition Is To Become a Collector

Culture Theory and Popular Culture Essay

The study of culture has, over the last few years, been so nonp arilr dramatically transformed as questions of modernity and post-modernity devour replaced the more than familiar concepts of ideology and hegemony which, from the mid-1970s until the mid-1980s, anchored cultural analysis firmly within the neo-Marxist field mapped issue by Althusser and Gramsci. Modernity and post-modernity deport overly moved far beyond the academic fields of media or cultural studies. Hardly one branch of the inventions, humanities or social sciences has remained untouched by the debates which get under ones skin accompanied their presence.They have also found their way into the quality press and on to TV, and of course they have entered the dodgework school studios informing and giving shape to the way in which art practitioners including architects, painters and film-makers define and execute their work. Good or bad, to be welcomed or reviled, these terms have corresponded to some sea-chang e in the way in which cultural intellectuals and practitioners experience and seek to understand the world in the late 1980s and into the 1990s. Storey claimed that postmodernistism has disturbed some(prenominal) of the old certainties surrounding questions of cultural cheer. This work will consider the issues of postmodernism versus modernism aboutly from the perspective of the critics of postmodernism with reference to good and bad taste. Post-modern cultural movements first emerged in the 1960s in painting, architecture, and literary criticism. Pop art challenged modernist art by experimenting with spic-and-span cultural forms and contents that embraced incessantlyyday life, radical eclecticism, subcultures, mass media, and consumerism. Sociologist Daniel Bell was one of the first to maintain up the challenge of postmodernism.In The Cultural Contradictions of Capitalism (1976) he identified a moral crisis in Western society bank up with the decline of Puritan bourgeois cul ture and the ascendence of a post-modern culture that he described in terms of an aesthetic relativism and a hedonic individualism. Yet the most formidable critic of postmodernism and defender of modernity has been German philosopher and heir to the Frankfurt School tradition of critical surmisal Jurgen Habermas. There atomic number 18 two problems with postmodernism. The first problem comes into focus around the meaning of the term fragmentation.This is a word which, through over-usage in recent cultural debates, has belong shorn of meaning. Post-modernity has been associated by Fredric Jameson (1984) with the emergence of a broken, fractured shadow of a man. The tinny shal impressionness of mass culture is, he argues, directly reflected in the schizophrenic submit of contemporary mass consciousness. Against Jameson, Stuart Hall (1981) has recently said that it is just this decentring of consciousness which allows him, as a black person, to emerge, divided, yes, but now fully foregrounded on the post-modern stage.So one of the fascinating things about this discussion is to find myself centred at last. Now that, in the postmodern age, you all feel so dispersed I become centred. What Ive suasion of as dispersed and break up comes, paradoxically, to be the representative modern condition This is coming home with a vengeance (34). These are, then, two perspectives on the problem of postmodern fragmentation. There is Jameson, who looks back nostalgically to the nonion of unity or totality and who sees in this a pattern of prerequisite for radical politics, a goal to be striven for.And there is Hall, who sees in fragmentation something more reflective of the on dismissal and historical condition of subaltern groups. Jamesons unified man could be taken to be a preFreudian, Enlightenment subject, and thus be discredited by those who have paid attention to La groundworks notion of the fragmented subject. however the endorsement of post-modern fragmentation is equally not without its own problems. Have we become more fragmented than before? Can we specifically name a cartridge clip and a place for the moment of fragmentation? Is fragmentation the other of humanity?Or is the representation of fragmentation coincidental with political empowerment and liberation? Christopher Norris (1990) has argued that post-modernity (and postmodern fragmentation) stands at the end of the long line of intellectual inquiry which starts with Saussure, kit and boodle its way through post-structuralism and Lacanian psychoanalysis and ends with Baudrillard. In Norriss terms fragmentation is to be understood as marking an absolute and irreparable break with the unified subject, a break which is now writ large in culture.Present-day fragmented subjectivity is captured and expressed in post-modern cultural forms, a kind of superficial pick-and-mix of appearances. According to Jameson, however, unfragmented subjectivity, by contrast, produced great works of u ncluttered heroic modernism. There is a degree of slippage in the connections being made here. The problem lies, at least partly, in the imprecise use of the word fragmentation. There is a golf shot between the high psychoanalytical use of Lacan and a much looser notion, one which seems to sum up unsatisfactory aspects of contemporary cultural experience.Modernists, however, also felt confounded and fragmented. Fragmentation, as a kind of structure of feeling, is by no means the sole property of those living under the shadow of the post-modern condition. Bewilderment, anxiety, panic such(prenominal) expressions can be attributed to any historical moment as it is transposed into cultural and artistic expression over the last a hundred and lambert years. The category of fragmentation seems to have become either too technical to be of general use (i. e.in Lacans work) or too unsung to mean anything more than torn apart. The second question which might be asked of neo-Marxist critic s of postmodernity, concerns determination, and the return to a form of economic reductionism in cultural theory. Fredric Jameson argues that postmodernism is the cultural logic of capital, but his argument, as Paul Hirst writing about trends in both New Times and post-modern writing, has suggested, slips from a rigid causal determinism into casual metaphor (45).Jameson, going back to Mandels Late Capitalism, has argued that the kinds of cultural phenomena which might be described as post-modern form part of the logic of advanced or late capitalism. This does away, at a sweep, with the difficult issue of explaining the precise nature of the social and ideological dealinghips which mediate between the economy and the sphere of culture and it simultaneously restores a quite a old- panacheed notion of determination to that place it had occupied prior to Althussers relative autonomy and his idea of determination in the last instance (67).Quoting Lyotard, Harvey (1989) takes up the n otion of the temporary contract as the hallmark of post-modern social relations. What he sees wonted in production, in the guise of new-sprung(prenominal) forms of work, he also sees prevailing in emotional life and in culture, in the temporary contract of love and sexuality. Like Jameson he decries this state and looks forward to something more robust and more reliable, something from which a less fractured thought of self and community might emerge.He views postmodern culture disparagingly, as aesthetic rather than ethical, reflecting an avoidance of politics rather than a rising to the challenge of a politics posed by new or changing conditions of production. Despite their sweeping rejection of post-modern writing, both Jameson and Harvey take vantage of the conceptual and methodological breadth found in these theories to circumvent (or short-circuit) the key problems which have arisen in cultural studies in the attempt to specify and under-stand the social relations which con nect culture to the conditions of its production.Their conceptual leap into a critique of postmodernism allows these writers to avoid confronting more directly the place of Marxism in cultural studies from the late 1980s into the 1990s, a moment at which Marxism cannot be seen in terms other than those of eclipse or decline. Postmodernism exists, therefore, as something of a convenient bete noire.It allows for the evasion of the logic of cultural studies, if we take that logic to be the problematizing of the relations between culture and the economy and between culture and politics, in an age where the field of culture appears to be increasingly magisterial and where both politics and economics might even be seen, at one level, as being conducted in and through culture. Structuralism has replaced old orthodoxies with new ones. This is apparent in its rereading of texts highly placed within an already existing literary or aesthetic hierarchy.Elsewhere it constructs a new hierarchy, with Hollywood classics at the top, followed by selected advertizement images, and girls and womens magazines rounding it off. Other forms of representation, particularly medicine and dance, are missing altogether. Andreas Huyssen in his 1984 introduction to postmodernism draws attention to this high structuralist preference for the works of high modernism, especially the writing of James Joyce or Mallarme.There is no doubt that centre stage in critical theory is held by the Graeco-Roman modernists Flaubertin BarthesMallarme and trickaud in Derrida, Magritte in FoucaultJoyce and Artaud in Kristevaand so on ad infinitum (Huyssen, 198439). He argues that this reproduces unhelpfully the old distinction between the high arts and the low, less serious, belt downular arts.He goes on to comment Pop in the broadest sense was the place setting in which a notion of the post-modern first took shapeand the most significant trends within postmodernism have challenged modernisms relentless h ostility to mass culture. High theory was simply not equipped to deal with multilayered pop. Nor did it ever show much enthusiasm about this set of forms, perchance because pop has never signified within one discrete discourse, but instead combines images with performance, music with film or video, and pin-ups with the magazine form itself (Huyssen, 198416).In recent article, where Hebdige (1988) engages directly with the question of postmodernism, he disavows the playful elements in Subcultureand, more manifestly, in the new fashion and style magazines. In contrast with what he sees now as an excess of style, a celebration of artifice and a strong cultural preference for pastiche, Hebdige seeks out the reassuringly real. He suggests that the slick joky tone of postmodernism, especially that found on the pages of The Face, represents a disengagement with the real, and an evasion of social responsibility.He therefore insists on a return to the world of hunger, exploitation and oppre ssion and with it a resurrection of unfragmented, recognizable subjectivity. He fleetingly engages with an important characteristic of the post-modern condition, that is, the death of subjectivity and the emergence, in its place, of widespread social schizophrenia. Hebdige seems to be saying that if this rupturing of identity is what postmodernism is about, then he would rather turn his back on it.The position of Clement Greenberg in his 1980 lecture entitled The Notion of the Post-Modern could be summarized in the following terms modernism in painting has been, since its inception with Manet and the impressionists, a heroic struggle against the encroachment of bad taste or kitsch in the domain of art postmodernism is only the latest name under which commercial bad taste, masquerading as sophisticated advancedness, challenges the integrity of art. Any deviation from modernism, then, involves a high treason or corruption of aesthetic standards.Seen from this vantage point, the post-m odern cannot be much more than a renewed urge to relax, particularly pervasive after the advent of pop art, with its deleterious effects on the art world. This type of argument (modernisms self-conscious mission, to exorcise bad taste from the domain of high art, is today as urgent as it ever was) appears in a variety of forms and shapes in the writings of the defenders of modernist purity against the infiltrations of commercialism and fashion. This realized art, however, is not in a true universal style as Mondrian was envisaging.It consists mostly in forms of art considered banal, sentimental, and in bad taste by most in the Fine Art artworld. Further, because so many people have no interest in Fine Art, it is often thought that ocular art has somehow lost its relevance and potency. plurality ask what the point of art is, and whether it is worthwhile spending public money on art. When people think of art, they think of Fine Art, and the influence of Fine Art seems to be in decl ine. However, although Fine Art seems to be in decline as a cultural force, visual art has more power in culture now than it ever had.Visual art is not all Fine Art. There is a diversity of kinds of art in contemporary culture. anyways Fine Art, there is also Popular Art, Design Art, and advertising. What Fine Art does for us is just a small part of the total cultural value we get from art. As traditional culture recedes from memory, and technology changes our lifestyles, people look for new values and lifestyles. These new values and lifestyles are carried by the art pass around over the mass media and on the products we buy. The mass-media arts define our heroes and tell us about the good. Advertisements define pleasure and lifestyle.With mass-market goods we dress our bodies and houses in art, thus using art to define who we are. These contemporary visual arts play a large part in shaping our values, fantasies, and lifestyles. However, conventional art histories tend not to em brace the other powerful visual arts of our own time beyond Fine Art, namely, Popular Art, Design Art, and advertising. Advertising is not considered art because it is not functionless beyond being aesthetic. Also, the advertising does not typically show personal expressive creativity. So, the Design Arts are typically considered mere decoration.Popular Art is thought of as in bad taste, banal, sentimental, and so not worthy of consideration either. Since art histories are only looking at good art, they tend not to consider these other arts. Standing as they most often do within the Fine Art art world, art historians use the ideology and sense of artistic value of Fine Art to evaluate all art. From the perspective of the contemporary art world, Popular Art is thought of as a kind of Fine Art that is, bad Fine Art or Fine Art in bad taste. It seems hackneyed and banal to the Fine Art art world.From their perspective, popular taste is bad taste. For example, Osvaldo Yero, an artist wh o emerged in the 1990s, has based his work on the technique and poetics of the plaster figures. These figures, mostly decorations, but also religious images, were perhaps considered the last gasp of bad taste. They constituted the epitome of uncultivated appropriation of icons from the high culture as well as from mass culture, done in a poor and artificial material par excellence, worked clumsily in a semi-industrial technique and polychromed with pretentious attempts at elegance.They symbolized the triumph of vulgarity, the failure of the aesthetic command of the masses proposed by socialism. By the 1920s business and advertising agencies had realized that putting style and color choices into the products they made increased consumption. Through the use of advertising and by designing stylistic variety into their products, manufacturers elevated things into the category of fashion goods that had before just been utility goods, like towels, bedding, and bathroom fixtures.Previous ly these items did not have any style component, but now designers added decoration to their functional design. This meant that now consumers could choose products not just for function, but also for style. People could now have pink sheets, green toilets, and blue phones. There is a tension in design style between aesthetic formalist styles like the international style, and design styles that are figurative. Those favoring figurative design tend to think of products as coming in a great variety and designed to appeal to the various tastes of consumers.Here the style of the products are not dictated by function, but by market pressures. This is a further development of design for sales. This gave rise to what is known as nook marketing, where the styling is targeted to a smaller, more specific group than mass marketing is. Thus, they shun the idea of a unified worldwide machine aesthetic. For example, a razor can be pink with flowers on it to target it to female users, and black wi th blue accent lines to target it to male users. The razor is the same, but the razor is packaged with dissimilar styling to sell the product to different markets.In designing for niche markets, the styling reflects the class, age group, profession, and aspirations of the target group. This goes hand in hand with advertising, and requires a great deal of seek to discover what these values are and what styling motifs succeed in communicating them. The exemplary text or the single, richly coded image gives way to the textual thickness and the visual density of everyday life, as though the slow, even languid look of the semiologist is, by the 1980s, out of tempo with the times.The field of postmodernism certainly expresses a frustration, not scarcely with this seemingly languid pace, but with its increasing inability to make tangible connections between the general conditions of life today and the practice of cultural analysis. Structuralism has also replaced old orthodoxies with ne w ones. This is apparent in its rereading of texts highly placed within an already existing literary or aesthetic hierarchy. Elsewhere it constructs a new hierarchy, with Hollywood classics at the top, followed by selected advertising images, and girls and womens magazines rounding it off.Other forms of representation, particularly music and dance, are missing altogether. Huyssen argues that Pop in the broadest sense was the context in which a notion of the post-modern first took shape, and the most significant trends within postmodernism have challenged modernisms relentless hostility to mass culture. High theory was simply not equipped to deal with multilayered pop. References Bell, Daniel. (1976). The Cultural Contradictions of Capitalism. New York Basic Books. C. Norris, Lost in the funhouse Baudrillard and the politics of postmodernism, in R.Boyne and A. Rattansi (eds) Postmodernism and Society, London, Macmillan, 1990. Hall, Stuart, Connell, Ian and Curti, Lidia (1981). The u nity of current personal business television, in T. Bennett et al. (eds) Popular Television and Film, London BFI. Harvey, David (1989). The Condition of Postmodernity, Oxford Blackwell. Hebdige, Dick (1979). Subculture The Meaning of Style, London Routledge. Huyssen, A. (1984). Mapping the postmodern, New German Critique 33. Jameson, Fredric (1984). Postmodernism, or the cultural logic of late capitalism, New Left Review 146.