Problems For Women In Sport

Problems For Women In Sport Womens rugby is an ever growing sport; from the first game being played seriously in Great Britain in the late 1970s (RFUW) to England hosting the Womens World Cup in September 2010. This report is to gain an insight into the thoughts, feelings and experiences of student female rugby players; how they perceive themselves and also how they feel about the RFUW. I have also researched into how male rugby players perceive the female players as individuals and players within the game as a whole. I have aimed to uncover how this specific group of female athletes are treated within society by their peers and how they feel about the media representation of them. Introduction: This literature review explores problems for women in sport, research into womens rugby, the male dominated game and also how womens ruby is represented by the media. Shockleys (2006:127) article presents the history of the emergence and decline of womens rugby from 1974 to 1980 in the southeast of America, in the year 1970 a group of pioneering women worked without varsity scholarships and little collegiate or community support to build rugby teams across the region. The effort of this group created at least fifteen teams throughout the region in 1980. This is an example of the growth of womens rugby and how a little unknown niche of women has become such a global sporting success. Problems in Sport: There are many factors which could shape womens views on their chosen sport of interest; one of which is victimisation. Fastings (2008) recent research into the participation in college sports and protection from sexual victimization, investigates female athletes experiences of various forms of discrimination including sexual victimisation from coaches and other male athletes. The paper reports on the first descriptive analysis to test the sport protection hypothesis among both female and male athletes. Fasting (2008) concluded that students were significantly less likely to report sexual victimisation during their last high school and early college years than their non athletic counterparts. Thus can become a major difficulty in the university setting, although my research is not based around this problem, it is still a highly important issue among females in sport and can affect a players views of their sport. Female athletes in male dominated sports such like rugby are constantly bombarded with the issue of femininity. It is a term used by the media and also by many males when arguing that rugby isnt a womens game. Eitzen (2009) states that the traditional conception of femininity, as passive and helpless is challenged today by the fit, athletic and even muscular appearance of women athletes. in contemporary society women have brought a new standard of femininity that combines beauty with taut, developed muscles (Eitzen 2009:82). In relation to femininity another factor faced by sporting athletes is gender inequality; Grace (1997:25) speaks of her research as drawing connections between sport as a cultural institution and gender inequality in all areas of life, Her theories and ideologies demonstrate how ideologies of natural difference present socially constructed meanings of masculinity and femininity as rooted in biology. She also states; because sport is located in bodily practices, t hose who control it hold a great deal of cultural power. Exploring the implications of social relations being shaped by the cultural institution of sport also raises questions about relative privileges held by different women, and how these are reproduced through sporting activities (Grace 1997:25). Dewar (1991), analysing sport is like a set of selected and selective social practices that embody dominant meanings, values and practices which are implicated in the creation and maintenance of hegemonic social relationships. Femininity and Masculinity- Gender Roles: Whilst studying womens rugby I have observed the repetition of gender-role conflict theorys which have suggested that women athletes will experience role conflict because they are attempting to enact both feminine and masculine gender roles, yet research findings have shown mixed support for this notion Fallon and Jome (2007:311), Their study explored how women rugby players negotiate gender-role expectations and conflict as women participating in a traditionally masculine sport. Fallon and Jome (2007:311) found the participants perceived conflicting expectations for their gender-role behaviour more than they seemed to experience conflict about those expectations. They then state that the athletes tried to avoid experiencing gender-role conflict. The resiliency displayed by the women athletes in coping with discrepant gender-role messages provides new considerations for gender-role conflict theory. There is a problem with the expectations of how a female rugby player should look and act, this is due to the stereotyping of society today. Words associated with female players are butch, big, lesbian, angry whereas words associated with a male rugby player are; fit, athletic, strong, toned, muscular'(Fallon and Jome 2007); there is an obvious difference here which leads me to examine how the students feel about themselves and how they are perceived, also whether this has an effect on them as players striving to achieve success. Furthermore Chase (2006:229) investigates the multiple and complex ways in which the female rugby body is disciplined. The women who partook in the research resisted disciplinary processes of femininity but at the same time were willing participants in disciplinary processes of competitive sport. The research focuses on the physicality on womens bodies in the game and the disciplines the players go through in order to become a successful player. They and their bodies are shaped by multiple disciplinary processes. This is yet another example of how the players were drawn to rugby because of the physical nature of the game. This is thus showing that women can be just as disciplined as men in the game and achieve success at an elite level. This investigation is a foundation to my research as it has shown the discipline some women are prepared to go through to play a sport they are passionate about. In discussion about the development of womens sport Hargreaves (1994:273) states the RFUW then known as WRFU developed the womens game from twelve founding members in 1983 to over 2,000 women playing each week in its first ten years. She mentions how women who play rough, physical sports requiring strength and speed express the sense of satisfaction and exhilaration they get from participating (Hargreaves 1994:273). Hargreaves discusses how women playing mens sports still face harsh criticism and ridicule which reflect a particularly British, class-based form of sexism (1994:274). Hargreaves (1994) also talks of womens sports and the lack of funding available to them; a lot of teams have to pay the expenses themselves and are rejected from sponsors for being a female team. The Womens World Cup in 1991 in Wales failed to attract sponsors when the mens game was heavily fuelled with money. Hundreds of applications were made to a range of sponsors, including corporations which sponsor th e mens game: refusals were based on traditional ideas about masculine and feminine appropriateness but its a mens game and they dont drink lager! (Hargreaves 1994:204). Hargreaves also states that poor media coverage and financial support tend to mask the rapid increase in the numbers of women participating in sports and reproduce the present system of privilege (1994:204); this is linking directly with my study as it can lead to a path for my questioning of the participants in my study. A study which is highly important to my dissertation was conducted by Chu et al. (2003) which examined the experiences of New Zealands elite women rugby players which were based on reasoning for joining a rugby team and how they viewed womens rugby as a male dominated sport. The article shows how the players felt before joining the team, why they joint and also how they felt playing a sport which is strongly influenced and controlled by men; the authors findings were offered to be used for administrators and those wishing to promote womens rugby; which in my dissertation would be the RFUW; this links in with what is available from the RFUW in terms of research. The outcomes from Chus (2003) research showed the prime reasons given by women for participation in sports traditionally considered as masculine, were the joy of participating in a sport requiring physical strength and speed as well as a love for the sport. The authors comment that all the participants were positive about bein g a black fern..but that they also had to make sacrifices for the game, particularly with respect to juggling work, family and elite lever sporting commitments. These last points raised questions about the amateur/professional debate in terms of the black ferns being amateurs, but being expected to train and behave as professionals. This is a key issue within womens rugby which can raise many equality questions; why do only the male teams get paid well for the same amateur level as the women? Are female players expected to juggle a full time career as well as committing to partake in a professional sport? Chu concludes from the interviews carried out that there was a mixture of frustration and acceptance among the women in relation to playing a predominantly male game; some saw it as a challenge in terms of having to break down barriers with respect to what women can do in the wider context. They also felt that some women participating in non-traditional female sports become empowered and feel that this affects women in society at large. This research although gained in New Zealand is important to my dissertation as it is an example and framework to my research. I am homing in on a specific group of players which are students not elite players but their thoughts and feelings towards the RFUW are significant as they are the governing body of rugby for women in England. Womens Rugby: Leading on from the previous statement; the Rugby Football Union for Women (RFUW) state the progression in womens rugby as the England elite side continue to demonstrate their strength on a global scale and recent successes include winning the Nations Cup, four successive Six Nations triumphs and a runners up place at the 2006 World Cup. England will be looking to go one better at the 2010 World Cup which is to played on English soil for the first time in the tournaments 19 year history. Womens rugby as a sport has undoubtedly gone from strength to strength over recent years and participation is currently at an all time high, so whether you want to play for fun or be right up there challenging for honours, everyone is welcome to join in. This is from the welcoming front page of their website which proudly shows how much the women involved have achieved since first playing in the 70s. It entices women and girls to play and shows just what females can achieve, but do they support their women throughout their rugby careers from school to adulthood? This is where my research will gain an insight into the experiences of support by the RFUW to young aspiring and talented students playing at an amateur level. Research material by Fields (2008:8) explores the reasoning behind American females and why they play rugby; she states women in the country find rugby a challenging game in which they can have fun. It is stated that, women play this sport because it is aggressive and most of the women surveyed say they have always been interested in contact sports The research also found that they played the sport because of its health benefits. Additionally there is becoming a theme around the reasonings why players get involved with the sport from other countries, In my dissertation I will examine how these countries fit in with the view of England students. This can raise many questions about the treatment of females playing male dominated sports worldwide; Do we have a different culture of sport in England? Rugby is traditionally a male dominated sport but is it still in contemporary society today? Eitzen (2009:98) observes that sport in its organisation, procedures and operation serves to promote traditional gender roles thus keeping order. Sport advances male hegemony in practice and ideology by legitimating a certain dominant version of social reality. He states that from early childhood games to professional sports, the sports experience is gendered. Boys are expected to participate in sports, to be aggressive, to be physically tough, to take risks and to accept pain. Thus sport, especially aggressive physical contact sport is expected from boys and men but not for girls and women furthermore he concludes these expectations reproduce male domination in society. This is reflected in rugby as male players are seen to exert aggression and strength whereas female players are not seen to have the same abilities although they are playing the same sport. My dissertation is not seeking equa lity for women in terms of the game as both male and female games are on different levels but it is to investigate how female players feel about this gap in levels and how they are supported by the RFUW. Mangan (1981:147) states Late Victorian bourgeois imperialist ideology associated sport and exercise with the muscular Christian gentlemen; this is another example of the hegemony within society of the time, I wish to explore the society of this moment in time and compare with previous times. The Media Influence: When accessing four different newspapers online to search for articles on womens rugby I found suprising results. The Sun newspaper online (2009) first page of relevant results showed one 121 word article titled Austin Healey Woes. The Times newspaper online (2009) showed three relevant articles on the first page and The Daily Mail newspaper online (2009) had two relevant results. Most other articles in the search results were about rugby mens wives or other female sports news. Eitzen (2009) states women in sport are minimized (and men maximized) when womens activities are ignored. The mass media in the United States have tended to overlook womens sports. When they are reported, the stories, photographs and commentary tend to reinforce gender roles stereotypes. Womens sports are also ignored when cities and schools disproportionately spend enormous amounts on mens sports. Both todays sport and the media are classic outcomes and icons of the far-reaching social, economic and technological change that characterised twentieth century Stead (2003:184). In addition Stead adds that both have developed extensively and rapidly as a major global industry (2003:184). He expresses how the development of the internet extends further media activities. It being a global phenomenon loops everyone into a never ending source of news articles. He states that more recently there has been a growth in specialist media sports products (2003:185). When researching into the influence of the media it has to be stated that there are many hidden messages behind what is broadcast and shown in newspapers. Stead states that research into the textual messages contained in the media sport output of various countries suggests the heavy influence of such ideological factors as capitalism, nationalism, patriarchy and racism. Each of these biases evident within the ownership and control of the increasingly dominant multinational media companies and indeed the dominant values in a particular society (2003:192). Another significant point raised by Stead (2003) was whether the medias representation of sport reflects reality or does it just reflect what the directors of that company feel? When commenting on the future of media sport Stead (2003:197/8) states that the media set fashions but are also influenced by wider social change media commitment to sport and more particularly to certain sports or events can change, leaving an ever more dependant world of sport venerable to instability. Since the 1980s the value of sport to media companies and their investment in sport have grown dramatically; he also raises the point that the media have furthermore influenced the character and development of sport, it should be noted that there is little evidence of resistance to co modification from sports bodies or athletes (Stead 2003:198). An article by Mott (2002) entails an interview with Paula George one of the England elite female rugby players; George comments on the missed opportunities of the female elite team. It would help if the Rugby Football Union would let them play a curtain-raiser international at Twickenham. So far they wont. Its silly, isnt it? said George. To have done it this year to raise awareness about the World Cup coming up in front of a good rugby crowd would have been awesome. Every time I see one of the England men or one of the boys coming out of the tunnel in their countrys shirt, I think: we want to do that. We so want to do that. Its going to happen. Were not going away. It might as well happen now. This article is a real insight into the opinions of our elite team which is highlighting the dreams and aspirations of the England elite team and how they will not back down until they have the same treatment as the male teams. This is a useful article to generate questions for my research par ticipants. Whilst researching online I came across an advert for the Guildford college rugby team which shared many common values of lots of womens rugby clubs, their statement online states through practices, socials, matches, fitness, fund-raising, and recruitment events, the team strives to promote an awareness of women in contact sports. The team hopes to strengthen and promote positive self-images and community building. Moreover, we recognize the historical and systematic oppression of women, people of colour, and queer people. By providing an inclusive and affirming space for individual growth of members of the above groups, the womens rugby team hopes to perpetually dismantle oppression and structural violence. This is suggesting a place for those who are otherwise alienated from parts of society; this is furthermore highlighting the impact of sport upon individuals lives and also whole communities. The BBC is one of Englands highly trusted and representing broadcasters for the country; on their website there were articles titled Womens rugby is one of the fastest-growing sports around. Its not just for boys and men anymore and there are more and more womens clubs all over the country this leads me to question why there is still a country of patriarchy and inequality in sport. Underneath the article is some advice for readers: The Rugby Football Union for Women is responsible for getting more girls playing and learning about rugby. They will be able to give you all the information you need about getting started, and put you in touch with your nearest club. If you want to take your rugby seriously, Player Development Academies across the country hold open trials every summer. You can find out more by logging onto: RFUW website. This is an interesting piece to revert back to once conducting my research as it shows that womens rugby is being promoted by some media parties. Is this filtering down to the ammeter players? will be a question I shall keep in mind. From personal research I am aware that there is a 1:15 minute promotional video on Youtube a world wide online video broadcasting website for the Womens Rugby World Cup 2010. This was added one month ago at the time of writing this research, when searching for the mens world cup which is being held in 2011 there is a 2:47 minute video which was added three weeks ago. This is just an example of how different the promotional side of the different gendered games is; To make it more acceptable within society for women to play what was traditionally a male dominated sport it needs to be out there in the public eye. Summary: Research which has been conducted in various countries and the research is also dated somewhat. There is little about Englands young female players views on how they feel playing a traditionally male dominated sport; their thoughts, feelings and experiences whilst playing the game and how todays contemporary society treats them accordingly. There is a clear gap in research and that it will benefit many organisations such like the RFUW and also will help young aspiring female rugby players to continue their successes and not let stigma get in the way of their goals.

The Nuclear Power Debate Essay -- essays research papers fc

The Nuclear Power Debate   Ã‚  Ã‚  Ã‚  Ã‚  In 1953, nuclear energy was introduced into America as a cheap and efficient energy source, favoured in place of increasingly scarce fossil fuels which caused air pollution. Its initial use was welcomed by the general public, as it was hoped to lower the price of electricity, and utilise nuclear power for it's potential as a resource, not a weapon. However, as people became aware of the long term dangers involved in storing nuclear waste, it's use was criticised. Two accidents, at Three Mile Island and Chernobyl, demonstrated to the world the enormous risks involved in producing nuclear power.   Ã‚  Ã‚  Ã‚  Ã‚  Nuclear power provides 17% of the world's electricity but coal is the main source, making up 39%. However, fossil fuels such as coal, require greater quantities to produce the equivalent amount of electricity produced from Uranium. The use of nuclear power opposed to burning fossil fuels has reduced carbon dioxide emissions by 2 billion tonnes per year, minimising the global warming effect on the atmosphere. Carbon dioxide is responsible for half of man made gases contributing to the Greenhouse Effect, and has sparked action from the UN Intergovernment Panel on Climate Change. Their consensus is a concern for the environment in the next century if fossil fuels continue to be used, even at present global levels. The Panel claims that for carbon dioxide to be stabilised to safe levels, a 50-80% reduction in all emissions would be ...

Roots Of Individualism In Euro Essay -- essays research papers

Roots of Individualism in Europe   Ã‚  Ã‚  Ã‚  Ã‚  During the Middle Ages, independent thought was viewed disdainfully. Almost any idea deviating from the status quo, largely determined by the Roman Catholic Church, was condemned as heresy. One convicted of such a grievous offense was often excommunicated or killed, either by means of a proper execution or by a hostile mob. However, with the decline of the Middle Ages, the conditions arose for the birth of individualism—the development of which can be traced through the Renaissance, the Reformation, and the rise of capitalism. Individualism was a radical ideological revolution that forever altered the face of Europe and the rest of the world.   Ã‚  Ã‚  Ã‚  Ã‚  The beginning of individualism’s gradual evolution was first manifested in the Renaissance Era. The Renaissance was a ripe time ready for change. The weakening role of the Catholic Church led to an increase in power for the masses. Corruption plagued Church officials and many sought theological respite elsewhere. The reemphasis of ancient Greek and Roman texts proffered alternatives for many to satisfy their religious needs. This helped contribute to the abolishment of the Church’s imposition of its absolute truth and its claim to ultimate authority. As the church lost power, so did the political units. The bonds between church and state began to erode. Feudalism declined, hence giving rise to new political opportunity. The noble class no longer held a monopoly on the valued positions in society. Rather, one was able to pursue wealth and fame through various endeavors ranging from artist to soldier.   Ã‚  Ã‚  Ã‚  Ã‚  The most empowering change of this era was the dominance of a secular attitude and the decline of church absolutism. This secular viewpoint altered man’s reason for existence from an otherworldly quest to an intimate, immediate appreciation for that which exists on earth. Humanism is a primary source of individualism. Pico della Mirandola’s â€Å"Oration on the Dignity of Man† captures the essence of the humanist movement. He writes that God gave man the ability to make of himself what he wills. Although man is capable of depraved acts, he also possesses the profundity to distinguish him as a holy being. Pico praises the goodness of mankind when he writes, â€Å"man is rightly called and judged a great miracle ... ...the birth of capitalism liberated the goals and means of work. Capitalism allowed individuals to own and manage their own business and reflected the secular mind frame derived from the Renaissance Era. The individual is the unit on which capitalism is based. Bonds between merchants was based on free competition rather that the need to trade. This liberating system of economy allows rise for the individual to direct his own business.   Ã‚  Ã‚  Ã‚  Ã‚  Individualism developed with the gradual transfer of power from large establishments to the individual and his rights and opportunities as a member of society. The importance and power of the individual was not fully realized until ideas were transformed through the Renaissance, the Reformation, and the rise of capitalism. These movements helped Europe realize the latent potential within an individual. Until such progressive movements occurred, the individual was neglected. Today, one man can cause the downfall of a hundred because of his individual power—this is directly related to many of the changes that begun in the fourteenth century. In fact without such transformations, the world would not stand as we know it today.

College halls Essay

College halls are being flooded with adults who are returning to school in their mid-life years. Online colleges have also made it easier for adults to further their educations in the midst of their busy lives. They choose to further their educations for various reasons. Perhaps, moms and dads need more education in order to move forward in their career or maybe the kids are older and mom wants to branch out and start a career. These nontraditional college students face different and more complex challenges than the younger student body. Some other areas of difficulty might include juggling multiple responsibilities or feeling academically out-ranked or inferior. Many colleges offer special services catering to the needs of adult students in order to help them achieve their educational goals. Another more recent issue is the state of the economy. Starting college during an economic slump presents it’s out set of challenges. The Economy The sudden nosedive of the economy has actually caused a surge of adults returning to college. The unemployment rate is on the rise and adults lacking a college degree are being left in the white collar dust of the more employable college graduates. Adults are finding that they have no alternative, but to roll with the changing tide of our economy and technology. This includes returning to college and earning a degree in order to find gainful employment. Some choose traditional colleges and many more choose online colleges. A few employers are wary of online colleges. They believe the student is paying for a degree rather than paying for an education. Slowly, the doubt is dwindling and in many cases employers will contribute financially to employees who are choosing to further their education. Employers are beginning to realize the dedication and worth of employees who are willing to go that extra mile. (Armour, 2008) Adults who return to college are faced with many concerns that their younger counterparts are oblivious to. Two major issues are finances and family responsibilities. In many cases, adults have financial obligations such as mortgage payments, care payments, and providing for their families. They must continue to earn a living and allotting time for family commitments while attending college. Sometimes these are single parents and sometimes they aren’t, but either way, if they have families then their lives become a juggling act. There are also other concerns. (Benahoff, 1993) Women with families often experience feelings of guilt in regards to their children. They feel like their shirking their parental responsibilities. They also worry about the cost of childcare and the quality of care that their children are receiving. Women are also concerned about maintaining their roles as wives and mothers while attending college. (Benahoff, 1993) Men tend to be fearful of failing and they doubt their ability to reach their goals. Since men who return to college in order to change careers they experience a great deal of anxiety. They have responsibilities to their family and there is no room for failure since men usually view themselves as the providers. Men also experience frustration in dealing with the loss of time and the increased expense of attending college. (Benahoff, 1993) Attending School with Children It’s common for adult college students to feel uncomfortable in an environment geared towards younger students. Many adult students have children nearing college age or already in college which can increase their feelings of awkwardness. As parents they are used to being in charge rather than on equal ground with young people. College kids usually have active social lives on and off campus while adult’s social lives revolve around their families and coworkers. Adults have limited time for socializing as well because of their responsibilities. These factors can intensify feelings of being out of their comfort zone. (Benahoff, 1993) Adult college students often lack confidence in their learning and study skills. They find that methods of teaching and learning have changed a great deal since they’ve been out of school. That can be an intimidating experience for adults. On a more positive note, adults take their studies seriously. Their choice to attend college mid-life was a huge step. They perceive college as an investment and as such, there is a certain amount of risk involved. As a result they are focused and extremely motivated. (Benahoff, 1993) College students of the younger generation are very social and it’s no different when it comes to their study habits. They often study regularly and work on assignments with their peers. Adults, however, often prefer to work and study independently because of their multiple responsibilities, busy schedules and time restraints. They don’t have time to linger on campus. (Benahoff, 1993) College Access and their Contribution to Success Admissions counselors should be readily available to advise adult students on courses and degrees that might be appropriate for them based on their current careers, areas of interest, or goals for the future. Providing this service would give adult students the reassurance they need that they are making the best choice by returning to college. Colleges that provide financial aid advisors trained specifically to work with adult students provide an enormous service for what can seem like an overwhelming process. Financial concerns are generally a key issue with adult students and they need the guidance and advice of someone knowledgeable about their specific areas of financial concern. Student advisors to offer suggestions regarding such topics as time management, study techniques or any other areas of concern would help to give adult students the confidence they need. Just knowing that there is someone they can turn to for advice when the going gets tough can provide much needed encouragement. Several traditional colleges offer online courses and access to resources such as online libraries. There are also a growing number of online colleges. Online availability provides easier access to adult students who are unable to attend classes on campus. In addition, many traditional colleges offer evening classes or classes in various locations off campus. This makes it easier for adults who may not be able to attend classes during the day and for those who need a closer location. Colleges who work with communities and employers to stress the importance and the benefits of higher education for adults can provide that extra push for those who are considering advancement, but haven’t yet made the commitment. When they join forces with communities and employers, colleges can also learn how to better accommodate adult students. (Lumina, 2008) Academic and Personal Keys to Success There are steps adults can take to ensure that their college experience will be successful and that they will reach the goals they have set for themselves. These keys to success encompass both the academic and personal lives of students. Academically, there are some specific things adults can do to aid them in adjusting to a college environment. It would be wise to take on a light course load for the first semester. This will enable a gradual transition for students. It will allow time for them to settle in to a routine and to find effective ways of managing their time, so they are able to keep up with coursework. Students who balance their course load by limiting the number of difficult courses in each semester and by allowing flexibility in class times find adjusting to college much easier. Students shouldn’t hesitate to seek support or advice from their student advisor if problems arise. Enlist the support of one or two classmates who will give you the assignments if you miss a class and offer to do the same for them. Students should be sure to keep up with their reading and assignments. They should develop good study habits early on. If there’s a problem with a specific class or assignment then ask to meet with the professor in order to clarify things. These steps are no guarantee of success, but they are steps in the right direction. (Office of Student Development and Counseling Center, 2005) On a personal level there are also some steps to success. First and foremost, adult students should have confidence in themselves and their abilities. While they may be lacking in academic experience, adults are ahead of the younger students in life experience. It’s essential that adult students get their priorities in order. They should gather support on the home-front, so they can concentrate on their studies while they’re in school. If need be enlist the help of friends or family to run errands or help with child care. Make sure time is set aside for family. Adult students can even involve their family members in their study time. Younger children can work on a quiet activity like coloring or drawing whiles the parent studies. A spouse or teenage child can quiz mom or dad if they’re studying for a test. Most importantly, adult students should take time out for themselves. Taking time to relax and reflect on the days events is essential. Everyone needs time to unwind and rest mentally as well as physically. (Office of Student Development and Counseling Center, 2006) Returning to college can be an enormous and seemingly impossible undertaking for adults who are in the middle of living their lives. It may not be the right choice for everyone, but for those who do choose to further their education there are wonderful benefits. A college degree may lead to career advancement that could result in a higher standard of living or it could provide a college education for their children. Adult students are role models for their own children as well as younger college students. Achieving one’s goals, regardless of age, is something to be proud of. Works Cited Armour, S. (2008). Classrooms filled with returning adults. Retrieved November 20, 2008, from USA Today: http://www. usatoday. com/money/economy/employment/2003-06-12-backtoschool_x. htm Benahoff, J. M. (1993, November 11). Educational Opportunities, Developmental Challenges, Understanding Nontraditional College Students. Retrieved November 20, 2008, from ERIC Education Resource Information Center: http://eric. ed. gov/ERICDocs/data/ericdocs2sql/content_storage_01/0000019b/80/13/2e/33. pdf Lumina. (2008). What We Know About Adult Learners. Retrieved November 20, 2008, from Lumina: http://www. luminafoundation. org/research/what_we_know_about_adult_learners. html#dimension1sub3 Office of Student Development and Counseling Center. (2006, January 13). Making the Adjustment School. Retrieved November 20, 2008, from Office of Student Development and Counseling Center: http://www. lsus. edu/sdcc/adults/making. asp Office of Student Development and Counseling Center. (2005, July 21). So, I’m a student again after all these years. Retrieved November 20, 2008, from Office of Student Development and Counseling Center: http://www. lsus. edu/sdcc/adults/so. asp

Single Parenting vs Nuclear Parenting

Although households are â€Å"supposed† to contain two parents there are ones that contain only one parent. A single parent is a parent who cares for one or more child without physical help of another parent in the house. Though people looked down upon single parenting before, it is now quite common in today’s world. According to the United States Census Bureau the amount of children who live with a single parent has increased to a little more than 30 percent.Single parenting is a problem to others since children raised under a household of a single parent are two times more likely to end up poor, to give birth outside of marriage, to not graduate from high school, and to have behavioral and psychological problems. It is also said that children living in single parent households are more likely to experience accidents, injuries, and poisonings. Since kids living in single parent homes are more likely to undergo these problems, many people argue that children who live in single parent homes will not grow up properly.Although kids are more likely to develop those problems, if single parents raise their children properly their children will be able to avoid those problems. Single parents and other non-traditional families are quite capable of raising healthy, well-adjusted children. Those who propose that single parents are not capable of rearing healthy and well-adjusted children have comprehensible reasons. They worry that the children will lack guidance and attention needed since there is only one parent for them to go to.They also worry that the children will lack gender influence and will need help with relationship problems in the future. At last, they worry that the children will grow up unable being independent and responsible due to their parent â€Å"babying† them too much. I believe the reasons why people are against single parent homes are not very reasonable. People propose that children raised by a single parent are not being rai sed properly. They believe that the child won’t be attended to as often since there is only one parent.That is where they are wrong, because what is family for, right? Many single parents are able to turn to their parents, siblings or extended family quite often for help. People also argue that the child of a single parent will suffer from lack of gender influence. This is basically saying a child will not understand the role of either a male or the role of a female because of deprivation of the other parent. This argument is invalid since the role models of a single parent child could be uncles, aunties, or friends of the parents.Children raised from a single parent are able to grow up with the same amount of guidance and attention as a child reared from two parents. Many people argue that children being raised by a single parent will lack those basic essentials. Many think this because single parents often work a full-time job. I believe this claim is invalid but to a certa in extent. As long as the parent has contact with family or friends, they, along with the single parent will help guide and support the child throughout their life as long as they are around.A life example would be a single parent that has to work. They will call their parents to watch their child. The child will then be taken care of by their grandparents. The grandparents will teach the child what is right from wrong (guidance); something the single parent may not have the time to do. They may also be there for the child when the single parent is not. Since many children crave attention, they like showing their parents their accomplishments from school they obtain. Since a single parent is usually too busy to take the time to notice.By having the grandparents there for the child, the child will more likely be able to receive the attention they wish to receive. Raising a child in a single parent household will not affect the child’s future relationships. Others argue against this because when children are young, they fall in love with their parent of the opposite sex. For the boys it is the Oedipus complex and for girls it is the Electra complex. Boys later on, end up looking for personality traits which their mother hold and choose a girl based upon those traits; for girls they undergo the same affair though they do so based off of their fathers traits.Some children unable to learn this develop relationship problems since they do not know what traits they are searching for in a partner. This task is extremely difficult for single parents to succeed in doing though it is not impossible. A parent can carry out this troublesome task by taking on both roles of the parents; as a father and as a mother. Single parenting holds the ability to teach independence and responsibility indirectly to their child. Others think differently, they assume these children won’t be ready for the real world due to the amount of â€Å"babying† while growing up.T his of course is incorrect because studies show that children of single parents are more independent that those with two parents. Being there only one parent, they are unable to do everything on their own; this moderately forces their child to learn to do tasks the parent has not the time to handle, on their own and at a younger age. An example, if a parent is running late for work, their child may have to make their own meal since their mother or their father does not have the time to do so.Individual parents and other non-traditional families are completely able to rear normal, balanced offspring. Single parent children are fully capable of having guidance and attention, learning roles of the opposite gender, and being independent as children with two parents. If you do not believe single parents are able to raise normal children, you are thinking wrong because this type of family makes up about 30 percent of the United States population; this number continues to escalate.

Hero’s Journey

Each person undergoes a unique journey in their life. However, each person goes through the same basic steps; Choosing different paths to make each journey unlike anyone else’s. The Hero’s Journey is a journey that everyone will take during their life. We should acquaint ourselves with the type of journey we are on in order to successfully complete our journey. I had traveled down the wrong path and had gone from using marijuana occasionally to being physically addicted to methamphetamines. I knew it was wrong but I couldn’t stop myself. I needed something to motivate me to change my ways and become a better person.To begin, the hero’s journey is initiated when the hero is removed from their comfort zone. This irresolute feeling is agonizing, confusing, and manifests a Call to Adventure. A call is in demand when the hero has room to grow and develop: when he must change. My personal Call to Adventure was when I overdosed and nearly died, landing me in the hospital for weeks. The hero must answer this calling in order to satisfy this need to grow, face the unknown, and to gain something of magnitude. I knew now was the time to change my ways and get my life back on track.While I was lying unconscious on the hospital bed, I can clearly remember somebody telling me that I would die if I didn’t change my ways. I never figured out if it was God or a person talking to me but it definitely hit home with me. This was where I made the decision to get clean and change my life. This was the jumping-off point; it was now or never. After I decided that, I knew there was no going back. After I was released from the hospital, with the help of my doctor, I convinced my parents to send me away to inpatient rehab. That is where I encountered my first trials and challenges.My first trial and challenge was going through the withdrawls from the drugs. I was sick, nauseous, and delusional for about a week until it all got out of my system. That was probably the hardest part. I kept imagining was being in a fire and then directly into an ice bath because of the raging fever I had. After that subsided I could start to work on my issues and start to deal with my addiction. My next trial and challenge came when I was released and went to hang out with my old friends. At first, I had no idea what to do when I saw my old friends using drugs so I just stopped going out.I had no social life for a time so I decided to try to get back with my old friends and not use. This is what led up to my final battle/climax. The final battle/climax of my personal hero’s journey was when I went to a party with my friends and had promised myself that I wouldn’t use drugs. Unexpectedly, somebody had brought some and everyone was joining in on it. I had to choose between using the drugs and getting my life back on the downward spiral that It was on a couple months ago, and between walking away from the situation and keeping my life on tr ack.Even though everyone was pressuring me to do it, I stayed strong and didn’t; I left and went home instead. I had chosen to keep my life on the path I was on, the path to success and sobriety. My atonement phase was almost as hard as the rest of it. I had to confront the issues that I had suppressed with drugs during a crucial development period in my life, emotionally. I had always coped with my emotions by using drugs but that was no longer an option so I started going to the gym to let off stress. There has been nothing negative about getting my life back on track. My home life with my family is much better. I am much happier overall.My return phase consisted of successfully going back to school with the kids I used to use drugs with and be able to function without giving in to the peer pressure. It was here that I became the master of two worlds. I was still friends with all the kids that I used to do drugs with but I was sober and had sober friends at the same time. T hese two worlds were vastly different but I am still able to balance my time between them so nobody feels like I am no longer friends with them. I am confident that I can handle the peer pressure of kids at school and outside of school now and that is crucial to my journey to adulthood.

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

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