Sample Argument Essay

The sample argument essay should include at least two arguments supporting the main idea and at least one counter-argument which contradicts the overall mood of the text. The present essay will focus attention on the controversy of the death penalty. It has always been a debatable topic owing to the fact that it undermines basic ethical, religious, and moral principles. Moreover, in order to reach the investigatory impartiality, it is necessary to prove the general humane unlawfulness. The death penalty has always been one of the hottest debate topics for both, the society and the government, concerning its negative ethical side and its potential positive impact on criminal conduct. In the easiest words, the death penalty can be defined as the legal procedure when one individual takes the life of another with the help of special equipment. Therefore, it is actually the murder itself. Thus, the capital punishment is the most irrevocable sin that the government could perform and it must be definitely abolished. The strongest argument that can be given in favor of the abolishment of the death penalty is the high probability of killing an innocent person. In addition, while the global community is struggling against race, gender, and nationality inequality in courts, the judge’s and jury’s decision can be influenced by biases. According to some researchers and witnesses, comparatively same cases were not treated alike, and the race, gender, and nationality have an influence on sentencing. For example, the ethnic minorities who were convicted of the crimes against the white-skin citizens got a comparatively more exceptional sentences and a greater number of death penalty verdicts than other indicted criminals. Such mistaken accusations, unfortunately, happen quite often and are disastrous for the relatives of the accused person. Moreover, there is a solid religious background that should give an impetus to restrict the capital punishment all over the world. In every religion, the murder is regarded to be unnatural, sinful, and immoral. There is an opinion the that the soul of the killer, including the one who performs death penalty, will never find peace and remain the vagabond substance wandering beyond the earth. Moreover, murder as punishment is not right owing to the fact that the government should be fairer and superior. The administration should consider sentencing as a modus to pursue the higher standards than the behavior of individual killers. All in all, some studies show that the capital punishment does indeed save lives. It has an impact on possible criminals and discourages them from committing the crimes, at least severe ones, such as murders. Also, we cannot deny that the police improves their skills in resolving the crime and the cases when innocent people are sentenced reduce steadily. To conclude, regarding the possible benefits of capital punishment for social safety the murder in a fair of saving the lives cannot be justified by any law. No man has the right to decide on the faith of another man. Being a human means to be humane, fair and able to be reasonable with the help of giving impartial penalties to re-educate the offenders. References ACLU (Ed.). (2012). The Case Against the Death Penalty. Retrieved January 11, 2016,from Bedau, H. A., Cassell, P. G. (2005). Debating the death penalty: Should America have capital punishment?: The experts on both sides make their case. Oxford: Oxford University Press. Capital Punishment. Opposing Viewpoints Online Collection. Detroit: Gale, 2015. Opposing Viewpoints in Context. Web. 8 Jan. 2016. Dieter, R. C. (n.d.). The Death Penalty in Black and White: Who Lives, Who Dies, Who Decides. Retrieved May 12, 2016. Latzer, B. (2010). Death penalty cases: Leading U.S. Supreme Court cases on capital punishment. Boston, MA: Butterworth-Heinemann. Muhlhausen, David. The Death Penalty Deters Crime. The Death Penalty. Ed. Jenny Cromie and Lynn M. Zott. Detroit: Greenhaven Press, 2013. Opposing Viewpoints.

Tim O’Brien’s The Things They Carried, Daniel Ellsberg,...

Tim O’Brien’s The Things They Carried, Daniel Ellsberg, and the Vietnam War Daniel Ellsberg once believed in the need to contain Communism, in America’s military supremacy, and in the sanctity of those who governed America’s democratic institutions, yet decades of American involvement in Vietnam changed these beliefs for him. The nature of the Vietnam War forced Ellsberg to revise his earlier faith in America’s ability to win any war and his faith in the trustworthiness of America’s leaders. By 1971, this former Defense Department official had so completely altered his thinking that he leaked classified documents to the press in order to encourage public scrutiny of American foreign policy decisions in Vietnam and of the integrity of†¦show more content†¦Like most people who came of age in the mid-40’s and 50’s, his perceptions of his country and its role in the world were profoundly shaped by World War II and by the resulting Cold War against Communism (Schrag 30-31). The 50’s and early 60’s w ere an â€Å"age of consensus† when the American experience of World War II and the Cold War had so shaped American cultural assumptions that the country, on the whole, became â€Å"confident to the verge of complacency about the perfectibility of American society [and] anxious to the point of paranoia about the threat of Communism† (Hodgson 98, 104). Most Americans during this time of â€Å"liberal consensus† agreed that Communism threatened cherished democratic institutions and American capitalism. They thus believed that fighting Communism was necessary, and with the victories of World War II still fresh in their minds, they were sure that their nation was strong enough to fight Communism and win. â€Å"Few of them doubted the essential goodness and strength of American society† (Hodgson 98) or the goodness and strength of the government officials that led them toward their goal of containing Communism. In America’s Longest War: the United States and Vietnam, 1950-1975, George C. Herring explains how this widely perceived need to contain Communism formed the basis of American foreign policy in Vietnam for over two decades (xi). Herring argues that even though various administrations cameShow MoreRelatedThe Things They Carried By Tim O Brien2000 Words   |  8 PagesDisorder, destruction, and death became the description for the Vietnam War. This war affected the soldiers more than any other war, even before they would ever go. As American soldiers left to fight the disorderly and deathly war, Americans were going through one of the most confusing time periods in American history: families being split by the draft, the fear of the communist domino theory, and the search for a new soldier to find oneself in the midst of all the chaos. The invention of the television

Competitive Intelligence Analysis Strategy â€Myassignmenthelp.Com

Question: Discuss About The Competitive Intelligence Analysis Strategy? Answer: Introduction This study deals with launching of a new product, the product is wearable accessory that looks same like wrist watch (Wright 2014). The new product will be launched in the Australian market where the fitness band incorporates computer as well as advanced electronic technologies that will be helpful to maintain fitness level. The Australian market had been selected for launching purpose as it Australian consumers are early adopters of wearable technology as well as this market is already in steady growth level. The name of the product is Healthy Fitness band that will be targeting customers who has the inclination to look after their health and improve it as well. Situation Analysis In Australia, Wearable tech is still finding its feet in current marketplace. There is some clear use in major cases especially when individuals are using these watches for checking over their health and exercise (Shankar et al. 2016). It can be even used for security purpose. According to forecast, it is noted that number of wearable tech devices in the current market will almost become double by the end of 2021 Industry The industry that this fitness wrist watches will be operating in technology sector where there is intense competition because of frequent changes in tastes, preferences and fashion of consumers. In order to launch any new product, it is important to understand about the industry that the product will be operating in and then come up with strategies to compete with the nearest competitors (Pinto and Yagnik 2017). Competitors The international IT Company will be facing stiff competition from existing competitors who are already present in the market such as Apple and Samsung. These multinational IT companies have already launched fitness wrist watches in the market. However, the main aim of the new product will be to meet the needs of the customers and work upon the drawbacks that these companies could not find out. Healthy Fitness band will be competing with price with the Chinese competitors such as Xiaomi where it becomes difficult to convince the facts that the products retail are kept at a proper discount as compared to Healthy Fitness band products. It is noted that competitors of Healthy Fitness band provides limited features and this is the point that Healthy Fitness band should keep into consideration and make it an Unique Selling Proposition. Customers The new fitness watch will be targeting customers who are fitness freak and health cautious. The main target will be for the employees and individuals who are sitting long hours in front of laptops and conducting meetings. These people have no time to walk and therefore these people are facing lot of health related issues. This fitness band will be targeting teenagers who are working and giving no time for health. Opportunities and issues statement SWOT Analysis of Healthy Fitness band Strengths Weakness Healthy Fitness band is established as well as credible band First mover benefits The product will have strong marketing and sales engine Broad device portfolio The fitness band will have large as well as strong user community Platform Openness The company will get indulge into strong partnerships Enhanced technology and value Large company atmosphere Lack of Fitness or Health credibility Limited tracking facilities Brand awareness Not a technology company Complex Semi-closed architecture Opportunities Threats Connected Ecosystem Building on dietary expertise Training or coaching advice Enhanced tracking or data Big Data Analytics Simplicity maintenance becomes difficult New Tech Start-up Brand confusion Rumored Apple iWatch Marketing objectives To increase awareness of the Healthy Fitness band and the brand at the same time To make strategies to compete with the market leader of the same segment To target new segment such as women who belong to the age groups 33 to 44 years 30 to 44 years To customize new features on the fitness band such as camera as well as social network direct link To take into account more personalizing options for increasing the awareness among the community as a whole To add more color options for bands as well as customized options Marketing strategies The current target segmentation of Healthy Fitness band is purely based on fitness level that is used by casual exercisers as well as serious fitness-centered consumers. Healthy Fitness band will be targeting in accordance to fitness level, age and gender, income and education (Pealoza, Toulouse and Visconti 2013). It is found from the survey results that a potential consumer who shows interest in buying wearable fitness tracker is those people who either play or watch sports. Consumers who show shows interest in purchasing Healthy Fitness band are those who frequently consume organic foods for taking care of their health. Healthy Fitness band need to compete on certain activities such as features that takes into account bundled benefits, product design as well as corporate partnerships. The Unique Selling Proposition of Healthy Fitness band is providing customers with wide range of features that the competitors lack. Healthy Fitness band will be keeping their price lower and features their design as heart rate monitoring, integration with smart phone as well as sleep cycle monitoring at the same time (Meffert 2013) Marketing Mix Product- The product that is proposed in the study is Healthy Fitness band as it is developed of exclusive strategic partnerships with many other known health insurance companies as well as health clubs in Australia. These contracts will help Healthy Fitness band to sign up for participating as an insurer or health club for sharing health tracking of data. Healthy Fitness band will help companies for developing proper technology for receiving as well as tracking information for each ofPlace- The place used to market or sell Healthy Fitness band will be health companies in Australia and reputed health clubs in Australia where people will show special interest to purchase watches that can bring improvement in their health. Price- In order to compete in the Australian market, Healthy Fitness band will be sold at economy pricing so that the new product can give tough competition to the already established companies (Armstrong et al. 2015). Promotion- Healthy Fitness band will be using wide variety of promotional tactics that will aware the customers of these brands in the market. The promotional techniques or medium used for awareness will be Television, radio as well as print advertisements. It will be clearly mentioned about the partnership with the insurance companies and gyms where the business entities are helping with these promotional campaigns. It is the insurance companies who will advertising about Healthy Fitness band collaboration on their websites as well as mailed brochures. In addition, the physicians as well as healthcare providers will explain the patients about the perks as well as encourage them to use fitness tracker as it is one of the easy way to improve health outcomes. Using these fitness bands will help patients to get wide range of benefits. Furthermore, the gyms as well as fitness clubs will even advertise about Healthy Fitness band at the time when any new member will join these clubs (Holle nsen 2015). Brief budget or profitability analysis Income statement for the year 2017 to 2019 Healthy Fitness Band 2017 2018 2019 Revenue 1256780 3245680 5565490 Cost of Revenue 110980 156450 65490 Gross Profit 1145800 3089230 5500000 Operating expenses Research and Development 88000 56000 43000 Sales and marketing 180780 54000 4400 General and administrative 50000 45000 23000 Change in contingent consideration -5400 - - Total operating expenses 313380 155000 70400 Operating income 832420 2934230 5429600 Interest expense (net) -990 -1650 -1760 Other expense (net) -50790 -7780 -5490 Income before income taxes 884200 2943660 5436850 Income tax expenses (benefits)_ 67900 -16590 -17690 Net Income 816300 2960250 5454540 Monitoring and control Regular monitoring will help in keeping track of progress on the new product launch. The set objectives can be easily achieved if the research and development team comes with data on whether there is a need for these types of fitness band among the consumers (Athanasopoulou and Giovanis 2015). This market research results will give information about the current trends as well as preferences about the consumers whether they need these types of watches for usage purpose. After that, the results had shown that people are interested in using this type of watches and however healthy fitness band will meet the needs as well as expectations of the customers. Conclusion At the end of the study, it is concluded that healthy fitness band can easily compete with other competitors as they will provide customers with unique features. Healthy fitness band will be getting indulge into strategic partnerships with the insurers as well as fitness clubs where both will have win-win situation. It will help Healthy fitness band for increasing their sales. The insurers will be getting benefits by saving money on health costs and getting more beneficiary sign-ups. The gym will be increased membership as well as encourages in increased use of classes and buy the apparel where consumers has the intention to save money as well as engage in activities that can improve their fitness and health, Reference List Armstrong, G., Kotler, P., Harker, M. and Brennan, R., 2015.Marketing: an introduction. Pearson Education. Athanasopoulou, P. and Giovanis, A.N., 2015, September. The role of social media in the marketing strategy of fitness centres. In8th Annual Conference of the EuroMed Academy of Business(p. 163). Hollensen, S., 2015.Marketing management: A relationship approach. Pearson Education. Kotler, P., Keller, K.L., Brady, M., Goodman, M. and Hansen, T., 2016.Marketing management. Pearson Education Ltd.. Meffert, H., 2013.Marketing-Management: AnalyseStrategieImplementierung. Springer-Verlag. Pealoza, L., Toulouse, N. and Visconti, L.M. eds., 2013.Marketing management: A cultural perspective. Routledge. Pinto, M.B. and Yagnik, A., 2017. Fit for life: A content analysis of fitness tracker brands use of Facebook in social media marketing.Journal of Brand Management,24(1), pp.49-67. Shankar, V., Kleijnen, M., Ramanathan, S., Rizley, R., Holland, S. and Morrissey, S., 2016. Mobile shopper marketing: Key issues, current insights, and future research avenues.Journal of Interactive Marketing,34, pp.37-48. Weinstein, A. and Pohlman, R.A., 2015. Customer value: a new paradigm for marketing management. InProceedings of the 1997 Academy of Marketing Science (AMS) Annual Conference(pp. 132-133). Springer, Cham. Wright, S. ed., 2014.Competitive intelligence, analysis and strategy: Creating organisational agility. Routledge.

What is the role of fate in the tragic plays Oedipus by Sophocles and miss Julie by Strindberg Essay Example For Students

What is the role of fate in the tragic plays Oedipus by Sophocles and miss Julie by Strindberg Essay Fate has been used by august Strindberg in his play Miss Julie and Sophocles in his play Oedipus in many different aspects that lead to one final result, both of them ending up in misery. The plays are written on the lines of Aristotelian tragedy, and besides the tragic flaws of the protagonists, fate too acted as a malignant force leading the characters through an ordeal. However the way in which their fate was carried out was completely different as the fate of Miss Julie was self inflicted and the fate in Oedipus was the will of the gods. In this essay I will analyze the way fate has been used by the authors. We will write a custom essay on What is the role of fate in the tragic plays Oedipus by Sophocles and miss Julie by Strindberg specifically for you for only $16.38 $13.9/page Order now First I will look at Miss Julie. In the play the author Strindberg gave the main female protagonist Miss Julie hysteria where during his time this was used to describe women who had sexual desires but didn’t believe that they did. We can see this in the play where she was sexually attracted to Jean and begins to flirt with him. Despite his being a servant and her not being allowed in the kitchen (because the kitchen was â€Å"too dirty† for the masters) she still went inside and stayed there to spend time with him. The reason as to why the author gave Miss Julie hysteria was to develop the plot and to show that she was blind to her actions and creating her own fate of doing something without knowing it. For example when Jean was going to tell Julie about his love story but stopped because he found it childish, she insisted that he continue. This shows that she wanted to get closer to him and wanted to know more about his life which was mainly caused by her attraction to him. This example highlights the fact that Strindberg has used her interest towards Jean as a tool for her fate. Fate is responsible for the fall of Miss Julie, and it is the irony of her life that a proud aristocrat is robbed of her honour by a mere valet! â€Å"Im sitting on top of a pillar that Ive climbed up somehow and I dont know how to get back down. When I look down I get dizzy. I have to get down but I dont have the courage to jump.† Now I will take look at how fate has been used by the Sophocles in Oedipus. In the play the king of Thebes Laois (father of Oedipus) was told by the oracle at Delphi that his son would kill him and marry his mother i.e. the kings (Laois’s) wife. Here we see how the play depends on the will of the god’s. Then as we see later in the play Oedipus killed his father in a battle over crossing a bridge, after killing his father (Oedipus never knew that the man he killed was his father) he married the queen (his mother) and had two children with her. Oedipus in the end tries to escape from his fate but on the contrary is fulfilling the prophecy. So here we see how Sophocles has created this character â€Å"the oracle† who determines the fate of Oedipus. At this instance we can raise another point; if Laois had not listened to the oracle then neither would Oedipus have killed him nor married his wife. In addition when Oedipus was born his parents were told that he would kill his father and sleep with his mother, so because of this horrible act that Oedipus was meant to carry out his parents decided to kill him but they couldn’t dare to kill their flesh and blood. The parents ordered a shepherd to leave the baby in a lurch on a mountain with his hands and feet tethered. But fate made that shepherd its instrument, and it so happened that the shepherd instead of killing the baby took him to the royal palace of his home town and handed then baby to King Polybos and Queen Merope. However in the end we see that Oedipus does fulfil the prophecy which shows that even though he tried to escape his fate the oracle was true from the start. From this we can see how Sophocles used his (Oedipus) destiny to develop the story and that he coul dn’t run away from the will of the gods. The entire play is woven by irony. .u7bd608837945f914e9a2194e53129ae0 , .u7bd608837945f914e9a2194e53129ae0 .postImageUrl , .u7bd608837945f914e9a2194e53129ae0 .centered-text-area { min-height: 80px; position: relative; } .u7bd608837945f914e9a2194e53129ae0 , .u7bd608837945f914e9a2194e53129ae0:hover , .u7bd608837945f914e9a2194e53129ae0:visited , .u7bd608837945f914e9a2194e53129ae0:active { border:0!important; } .u7bd608837945f914e9a2194e53129ae0 .clearfix:after { content: ""; display: table; clear: both; } .u7bd608837945f914e9a2194e53129ae0 { display: block; transition: background-color 250ms; webkit-transition: background-color 250ms; width: 100%; opacity: 1; transition: opacity 250ms; webkit-transition: opacity 250ms; background-color: #95A5A6; } .u7bd608837945f914e9a2194e53129ae0:active , .u7bd608837945f914e9a2194e53129ae0:hover { opacity: 1; transition: opacity 250ms; webkit-transition: opacity 250ms; background-color: #2C3E50; } .u7bd608837945f914e9a2194e53129ae0 .centered-text-area { width: 100%; position: relative ; } .u7bd608837945f914e9a2194e53129ae0 .ctaText { border-bottom: 0 solid #fff; color: #2980B9; font-size: 16px; font-weight: bold; margin: 0; padding: 0; text-decoration: underline; } .u7bd608837945f914e9a2194e53129ae0 .postTitle { color: #FFFFFF; font-size: 16px; font-weight: 600; margin: 0; padding: 0; width: 100%; } .u7bd608837945f914e9a2194e53129ae0 .ctaButton { background-color: #7F8C8D!important; color: #2980B9; border: none; border-radius: 3px; box-shadow: none; font-size: 14px; font-weight: bold; line-height: 26px; moz-border-radius: 3px; text-align: center; text-decoration: none; text-shadow: none; width: 80px; min-height: 80px; background: url(https://artscolumbia.org/wp-content/plugins/intelly-related-posts/assets/images/simple-arrow.png)no-repeat; position: absolute; right: 0; top: 0; } .u7bd608837945f914e9a2194e53129ae0:hover .ctaButton { background-color: #34495E!important; } .u7bd608837945f914e9a2194e53129ae0 .centered-text { display: table; height: 80px; padding-left : 18px; top: 0; } .u7bd608837945f914e9a2194e53129ae0 .u7bd608837945f914e9a2194e53129ae0-content { display: table-cell; margin: 0; padding: 0; padding-right: 108px; position: relative; vertical-align: middle; width: 100%; } .u7bd608837945f914e9a2194e53129ae0:after { content: ""; display: block; clear: both; } READ: The Authors Create Tension and Suspense EssayO god-all come true, all burst to light! O light-now let me look my last on you! I stand revealed at last-cursed in my birth, cursed in marriage, cursed in the lives I cut down with these hands! Now we compare the fate in both the plays and how the authors have been successful in using it. As Miss Julie has hysteria she subconsciously wanted to get sexually closer to jean and consciously never accepted it which then caused her to reach the climax, which was the point where they had sex. The malignant fate conspired and weaved an intricate web to ensnare her. Fate along with chance had laid the foundation of her destruction. It was the festive atmosphere of the midsummer’s eve; the count was far away indulging in feasts. The way her mother had inculcated bad instincts in her 0nly daughter and the way the father had brought her up. She was all alone and there was no one to restrict her temptations. She had had a recent break up with her fiancà ©. She felt irritated as she was passing through her menstrual cycle; the nocturnal twilight and the strong aphrodisiac influence of the flowers. The alcohol made the last detrimental impact, and she was robbed of her honour and pride under the confidence of the aroused man. Fate reduces her into a pathetic creature-a man hater, half animal. She even despises her father, and holds him responsible for ruining her, â€Å"My love for him was without bounds-but i hated him too, he taught me to despise my own sex-he made me half woman-half man. I have not got a self† On the other hand in Oedipus the play runs around the pinnacle of oracles. Oedipus is doomed by the Oracle at Delphi. And the fate still does not sit content; storing further adversities in Oedipus’s life. The oracle tells Creon that the plague in Thebes will be eliminated only if the man who killed his father and slept with his mother is banished. Through this play Sophocles shows his intense faith in fate and in the power of prophets like Tiresias. Look ye, countrymen and Thebans, this is Oedipus the great,He who knew the Sphinxs riddle and was mightiest in our state.Who of all our townsmen gazed not on his fame with envious eyes?Now, in what a sea of troubles sunk and overwhelmed he lies!Therefore wait to see lifes ending ere thou count one mortal blest;Wait till free from pain and sorrow he has gained his final rest. In miss Julie when the servants had come down and began to sing the song about both of them, they went into another room to be alone, here the author brings into the picture the servants so that both Julie and Jean can get into the room and have sex. As for in Oedipus when the blind prophet Tiresias tells Oedipus that he (Oedipus) is the one who committed his terrible sin, Oedipus never believes him but then goes back home and thinks upon this, this shows how Sophocles has used the prophet as a tool by the gods to portray the destiny of Oedipus. The authors use many other tools which directly or indirectly contribute to the fate of the main characters and also help in developing the plot because through each little event and incident a small piece of their fate is revealed to us. In conclusion we can see how both authors August Strindberg and Sophocles had used fate to develop the plot and made it as a major theme of their plays, because in both the plays we see that each character is destined to end up in misery. Oedipus blinds himself with the pins while Miss Julie commits suicide. The fate is responsible for the transformation of their going metaphorically blind with the development of the plot. It was also fate that developed hamartia in the character of Oedipus. He openly rebukes people who were subordinated to him, behaving in an irresponsible way with his subjects. Fate makes his sufferings so intense that he becomes a subject of our pity. As it behoves the Greek tragic vision, the character of Oedipus is swayed by the malignant role of fate and hubris. And it was also fate that made a noble woman like Miss Julie fall into the ruts of a degenerate woman-it is the tragedy of a woman who dared to challenge the fate by attempting to overcome the cultural, environmental and gender forces of her time.

Moon essays

Moon essays In a speech by President Bush, he announced the implementation of our technology to be used on the moons surface. Doing this we will be able to establish a base to accommodate with the moons elements and how we could be able to extract oxygen from the moons rocks. Since it has been a prominent topic in the last few months, many directors and astronomers have been indecisive on how we could use the moons resources in several occasions. By establishing this strategy we will understand more about our moon and future missions. One way we could use some of the useful materials from the moon is by using iron to build structures on the moon, said Alan Binder, director of Lunar Research Institute in Tucson, Arizona. (Scientist) Other precious metals found in the moon are silicon, aluminum, magnesium and titanium. Silicon would be used to produce solar panels or solar cells by using a nuclear reactor. This would make it more convenient to the astronauts by using generated electricity in there labs. Aluminum would be some of the most important metals to build parts of the experimenting labs and even parts for the spacecraft. As for magnesium and titanium they would be used to make a more reliable and advanced spacecraft to travel farther into the solar system. Some of the plants or lunar bases that have to be built for this task to perform at top speed would consist of storage space for any sort of liquids, energy storage to maintain everything moving, and special buildings to protect the astronauts from solar radiation. One of the main reasons why we want to build a lunar base on the moon is to make it more indispensable for manned missions to other planets like Mars and having it as a practice field for future explorations. Another reason for this is to reduce more on the fuel by launching from the moon than by launching from the earths atmosphere, which has a greater source of gravity making it ...

Guilty Discussion Game for English Learners

Guilty Discussion Game for English Learners Guilty is a fun classroom game which encourages students to communicate using past tenses. The game can be played by all levels and can be monitored for varying degrees of accuracy. The game gets students interested in detail which helps to refine students questioning abilities. Guilty can be used as an integrated game during lessons focusing on past forms, or just to have fun while communicating. Aim: Communicating with Past Forms Activity: Question and Answer Game Level: All Levels Outline Start by describing a crime which happened last night. Each student pair will be interrogated by the rest of the class and will create alibis to prove they are innocent.Have students get into pairs.Have the students develop their alibis for where they were when the crime was committed. Encourage them to go into as much detail as possible when discussing their alibis.Go around the classroom getting an alibi statement from each group (e.g. We were away for a weekend trip to the countryside).Write the individual alibis on the board.Once each group has developed their alibis, ask them to write down 3 questions about the other alibis on the board.To begin the game, ask one student from the beginning pair to leave the room. The other students ask the first student the questions.Ask the other student to return to the classroom and have the students ask the same questions. Take note of how many differences there were in the students responses.Repeat the same with each student pair.The guilty pair is the pair with the most discrepancies in their story. For more information on teaching past tenses, here are some how-to guides: How to Teach Past SimpleHow to Teach Past ContinuousHow to Teach Past Perfect ContinuousBack to lessons resource page

Expanding Service Operations Across Borders Essay

Expanding Service Operations Across Borders - Essay Example The researcher states that triumph of the company of Banyan Tree Hotels and Resorts can be accredited to that management comprehended what the consumers value, built the Banyan Tree brand, and put that understanding into the application to form a truly distinguished consumer experience. As the corporation goes international, it faces the new-fangled possibilities, presented through increased funds, and new predicaments, for instance, demands enforced by shareholders. Banyan Tree Hotels, along with Resorts had unquestionably accomplished a distinguishing position within the sumptuous resort's business. One of the major predicaments, which lay at the forefront of the business, was the manner in which it could maintain its competitive advantage to preserve its marketplace position. Despite the fact that Banyan Tree took pleasure in a high-flying status amongst its competitors as soon as it initially started out, since then, there has been greater competition than before from different c ontenders offering comparable products, as well as services. The huge price gap within the lavish resort's market imply that customers who are from the middle-upper class are supposed to either draw out to make ultra deluxe resorts payments, for instance, Aman, or decide to be guests at resorts, nonetheless luxurious, accommodated to the masses of people. He found out that the business opening brought about by the gap within the resorts marketplace. This is because room existed for pricier resorts and additionally elite, which would accommodate the middle-upper class of individuals better. These customers had better spending influence compared to the average customer within the mass marketplace and would have the capacity to manage to pay for and ready to pay for an elite, premium service.

Napoleon and his Revolutionary Predecessors Essay

Napoleon and his Revolutionary Predecessors - Essay Example Napoleon had taken measures to strengthened France defenses to retaliate British naval raids. In military organization domain, he adopted strategies from several previous theorists such as Jacques Antoine Hippolute and Comte de Guibert. The reforms of previous French governments were further developed by him. Promotions were on the basis of merit which had emerged during the French Revolution (Blaufarb, 126). . His warfare strategies were called Napoleonic warfare. He concentrated on replacing larger army units with Corps and has integrated the mobile artillery in order to make these units more active. During his rule, he made a huge impact on operational mobility. His biggest impact was on the method of conducting warfare. According to historians, Napoleon was the mastermind in operational mobility (Blaufarb, 204). Religious Liberty As compared to his predecessors, Napoleon had liberated and released Jews from laws which restricted their liberty and religious freedom and allowed them religious liberty, the right to have property and careers. Napoleon’s predecessors had restricted their liberty (Blaufarb, 216). For instance, Louis XIV had abolished religious liberty and freedom of Huguenots, which compelled them to run away from France. In contrast, Napoleon had granted full religious liberty to Jews. Although his decision had given rise to anti-Jewish sentiments, he believed that French Jews were same as any other French citizen. Reforms When Napoleon power in France increased, he had introduced several reforms because the kingdom had inadequate trained personnel. Napoleon considered education as way of progress. Therefore, education control was transferred to the state. Before his regime, education was controlled by the church. By changing the education system, Napoleon wanted to accomplish two essential goals: unifying the educational system and providing military and civil training to middle class boys. This educational system was called the University of France system. During his regime, promotions were based on merit system. Unlike his predecessors, promotions were not based on social status. He had established the civil code in the year 1804 which gave rights to the citizens of France. Before the French Revolution, French monarchs awarded promotions to aristocrats on the basis of their social status and their loyalties to the king. Therefore, the entire government system was corrupt. However, Napoleon ended this system and the government became more efficient.

Volvo Cars Essay Example for Free

Volvo Cars Essay 1) Why had Volvo lost its way in the years leading up to the takeover? Volvo started to manufacture and export cars to foreign countries since the mid-1950s. The company set up plants in Torslanda, Sweden, in 1964, followed by plants in Belgium and the Netherlands. Before Volvo was sold to Ford Motor Company in 1999, they had a joint-venture partnership with Pininfarina SpA of Italy. (Volvo Car: 2007 company profile edition 2, 2007, pp. 9-11) Volvo is a premium brand; with market shares of 1.5% and 0. 6% in the EU and US respectively (Wang 2011). Volvo faces competition and threat from Premium brands like Mercedes Benz, BMW and Audi, who have increased product offerings. While the competing premium brands increase their product offering, Volvo markets 10 models under Brand categories S, XC, C and V. This gives the competing premium brand an advantage over Volvo, therefore enabling them to grasp a bigger market share then compared to Volvo. The company’s market shares are further threatened by the growing invasion of the Asian car manufacturers. (Volvo Car: 2007 company profile edition 3: SWOT analysis, 2007, pp. 12-13). During the recent years, a rise in cars manufactured by the Asian market has been affecting the automobile industry. Asian car manufacturers have the advantage of producing cars at the cheaper cost compared to cars from the US and EU regions. This enable them to export cars to foreign market at a cheaper rate. Thus, apart from competing premium brands, Volvo faces increasing competition from emerging Asian car manufacturers. One of Volvo’s major competitor, Daimler’s Mercedes-Benz car division have implemented a strategic initiatives to run the cost down and revenues up by reduction in costs of materials, fixed cost, improved efficiencies and overall improvement (Volvo Car: 2007 company profile edition 3: Competitor analysis, 2007, pp. 6-8). In comparison, Volvo’s high cost of premium cars is a result of cars being made in Sweden and then imported. â€Å"This makes the Volvo brand cars expensive when compared to the others, which enjoy strong regional production and distribution operations.† (Volvo Car: 2007 company profile edition 3: SWOT analysis, 2007, pp. 12-13). Volvo is also affected by the increasing prices of steel, and other raw materials which eventually threatens the company’s margin and profitability (Volvo Car Corporation: 2006 company profile edition 2, 2006, pp. 12-13). When compared to Asian car manufacturers, the competition enjoys cheaper labor costs and plant facilities that have been set up in the developing countries. Apart from export costs and increasing prices of raw materials, Volvo also has to take account for their higher labor cost when compared to the Asian Market. Volvo did not show growth in the market share, making it a small player. Volvo’s markets were generally focused on the US and the Swedish markets. However, other EU countries have shown growth. The recent years have also shown growth in the Chinese market. Volvo have less market exposure compared to the other premium brands as well as the Asian brands. â€Å"Volvo has been losing money for a continuous period of 4 years† (Wang, 2011, p. 24). The reduction in sales is the major reason for Volvo’s financial problems. Volvo was hit financial crisis in second quarter of 2006 making a loss in the global operations. After the losses, Volvo decided to cut costs in all areas, this was the reason behind the reduction in employees. â€Å"Tough currency exchange rates and an aged product line have hammered Volvo revenues, forcing a second round of employee cutbacks† (Rechtin, 2006, p. 3). After the financial problems, Ford decided to sell Volvo. Volvo have been affected by the growth of its competitors and their market expansion, eventually leading to its fall. 2) What are the risks for Geely in trying to turn around a premium brand such as Volvo? This acquisition has been the subject of heavy speculation by the media, as it went against the norm of the acquirer being better off than the acquired. The first risk that Geely being a Chinese company and Volvo being a Swedish company will face is that the, differences in work culture and environmental culture would be prominent. The Swedish and the Chinese are very different in terms of work and environmental cultures. The risk of Geely trying to impose Chinese culture upon the Swedish based company might impact the merger negatively. One such internationally criticized union was Daimler’s acquisition of Chrysler. It was reported that, â€Å"this clash was intrinsic to a union between two companies which had such different wage structures, corporate hierarchies and values† (Finkelstein, 2002, p. 4). While Daimler established a hierarchical company with a chain of command, Chrysler was team-oriented. Differences also existed between the products begin offered. While Chrysler had car models which displayed reliability for competitive prices, Daimler-Benz had cars offering quality at any cost. Geely-Volvo also have differing products; Volvo being recognized for its quality, safety and premium brand, Geely, on the other hand, produces lower, cost effective range of cars. Integration of the two companies would be risky as it would be difficult to merge management styles. Using an example from the Daimler-Chrysler union, Chrysler was known for â€Å"its assertiveness and risk-taking cowboy aura, all produced within a cost-controlled atmosphere.† (Finkelstein, 2002, p. 5), while Daimler is known for its German engineering, quality and precision. Similarly, Volvo is known for its’ quality and safety. â€Å"Over the years Volvos design and production have been closely integrated with Fords, so much so that it will take years to unstitch them† (Devolving Volvo, 2010). This poses as a challenge for Geely to be able to manage Volvo from its’ style of management that has been adopted from Ford. â€Å"Acquirers often under-estimate the scale of integration.† (Pearson, 2013). BMW acquired Rover without completely estimating the scale of integration that would be needed. â€Å"BMW acquired Rover in a hurry, and never got to grips with the business before selling it at an estimated loss of Euro 4.1bn.† (Pearson, 2013). Geely might run the risk of not completely understanding the scale of integration that would be required and the type of business model that is adopted by Volvo. Without understanding the type of company Volvo is, Geely might make the same mistake as BMW. In order to overcome this, Geely will need to develop strong leadership skills and the scale of integration between the two companies needs to be effectively evaluated and implemented in order for this merger to bear fruits. Had BMW looked at the operations and business model adopted by Rover, they would have had a better understanding if Rover’s Problems. BMW would have been better equipped to handle Rover’s problems, similarly, if Geely has a better understanding of Volvo’s operations it will be able to direct it towards success. Another such risk is in the investment that Geely would have to make in order to make Volvo profitable again. â€Å"Turning around Volvo Car needs a large amount of input which will definitely burden Geely in the initial investment period.† (Huihui, 2012, p. 41). Volvo would need a considerable amount of investment if it is going to overcome the reasons it failed in the first place. Volvo needs to broaden its product offerings and increase its market exposure if it is going to compete with other premium brands. Geely and Volvo differ hugely in terms of Cost structure. Geely, being the owner of Volvo, will need to invest heavily in Volvo cars to maintain its quality, premium brand name and its cost structure. Geely on the other hand, will be able to make cars with lesser cost and sell it at a more affordable price. Geely needs to be able to understand the difference in the cost models. Geely will have to overcome differences, invest heavily and be a strong leader in order to make this a profitable take over. 3) In your view, was the purchase of Volvo a brilliant strategic decision, or a mistake? Explain. Based on my view the purchase of Volvo was a good strategic decision made my Geely. Geely has a lot to gain from this take over. One advantage is its access to Volvo’s technologies and expert knowledge on the international automobile industry. Geely will have access to Volvo’s expertise on medium-sized vehicles, the indoor air quality and especially safety. Volvo owns advanced skills on a large range of technology, and is renowned for its safety features. Geely can use this technology to its competitive advantage to improve the quality of its product in the domestic market and international market. Geely has been facing difficulties as it could not meet the safety and emissions standards in those areas. (Wang, 2011). Apart from access to Volvo’s intellectual property rights, Geely will have also gained access into Volvo’s global marketing network and supplier base. Geely is very ambitious and keen to enter the American and European markets. It can now use Volvo’s network and supply chain to access the international market. The use of the same supply chain will also help Geely minimize its cost, and be more efficient. Volvo is a renowned premium brand, however as discussed above, it lacks market exposure and a diversified product offering base. With proper leadership and management, Volvo can boost its profit and market growth. If Geely is able to provide a good leadership and guidance, it would be able to enjoy the profits that Volvo, as a premium brand, would offer. Volvo, already being an established brand, would only require good marketing, expansion and cost reduction strategy. Geely can reapthe fruits of a globally established brand with much ease. Geely has made acquisitions that can also benefit Volvo. â€Å"The first acquisition happened in 2009 when Geely paid AUS$58 million for purchasing Drivetrain Systems International (DSI), an Australian transmission company.† (Wang, 2011, p. 19). This acquisition of DSI, could be used to help both Geely and Volvo benefit from advanced in-house transmissions that can be produced cost effectively and gain a competitive edge on their competitors. Volvo can gain advantage from Geely offering a more Ccost effective production line. Volvo now has the capability to set up manufacturing plants in China, which will inevitably help them in cost reduction. Volvo can use Geely’s supply chains in China, which will encourage growth in the Chinese market. Geely is said to â€Å"repurposing a nearly completed Geely plant in south-western China to make Volvo cars—part of a turnaround strategy† (Shirouzu, 2010). By using China to manufacture cars, it can be cost effective on it supply chain, as well as cost effective labour. However, on the other hand, this strategic decision might backfire. As discussed above, Geely is taking a big risk by taking over a Volvo. A premium brand like Volvo would require large investments towards their manufacturing to ensure quality, as well as towards market expansion and diversification in product offering. Geely will also have to take into account the investment it would have to put towards research and development. The challenges Geely will have to overcome to make this an effective decision is â€Å"Geelys lack of global stature, as well as its past reputation for making low-end vehicles, could be a drag on Volvos reputation† (Shirouzu, 2010). While Volvo is considered as a premium brand, acquisition by a small Chinese company might tarnish the Volvo brand name. One of the more successful alliance is of the French Renault and the Japanese Nissan. The two companies faced similar problems likes culture differences, language barrier and financial situation. However, the objective adopted by this alliance is â€Å"to establish a powerful automotive group and develop synergies while conserving the corporate culture and identity of each brand† (Wang, 2011, p. 41). Taking an example from this, Geely and Volvo would need to develop a successful strategy if it has to overcome their differences. I believe, the strategic decision can be an effective one, provided Geely demonstrate good leadership qualities as well as develop an effective strategy in order to ensure profitability from both, Geely and Volvo.

The Womans Role In Macbeth :: Free Macbeth Essays

The Woman's Role In Macbeth   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  William Shakespeare's, Macbeth, is a play full of betrayal and deception. It is a story about Macbeth's desires to achieve greatness and become king. Despite his involvement in actually committing the treasonous acts, he cannot be held accountable.   However, if it were not for the deeds of a woman at one time or another, Macbeth never would have involved himself with acts of treachery.      Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   From the opening scene, we begin to see the role that women play in Macbeth.   The three ugly witches are gathered in a thunderstorm cackling greedily over their evil plans. Their chant of "fair is foul, and foul is fair" illustrates how women perform acts of ugliness and evil to achieve disorder.   In addition, we see that women can cloud reality, thus causing deceptiveness in the "fog and filthy air."      Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   In Act I, scene 3, we again see the feminine presence through the witches. This time, however, they are casting spells on a poor sailor because his wife cursed one of the witches and refused to give her some chestnuts. Chances are, that if women are fighting, a man will suffer for it.   Just then, Macbeth and Banqou see the witches and engage them in conversation.   The witches greet Macbeth with, "Thane of Glamis" (his present title), "Thane of Cawdor" (his soon-to-be announced title), and the prophesy that he will be "King hereafter."   They also greet Banquo with, "lesser than Macbeth, and greater," as "not so happy, yet much happier," and tell him "thou shalt get kings, though thou be none."   How would the witches know of their future?   Perhaps they were trying to plant an idea in Macbeth's head that would later lead to certain calamity.      Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   After Macbeth discovers the witches' first prediction came true, he begins to aspire to realize the next prediction of becoming king.   Already, because of the women, Macbeth begins to entertain the idea of such power. Macbeth later informs his wife of his encounter with the witches and their predictions.   Because Lady Macbeth likes the idea of becoming queen, she encourages Macbeth to kill Duncan.   Just like a woman would do, she begins to put her own interests before the well-being of her husband.   She tells him that he must kill Duncan, which he eventually does with great hesitance.   Even after he commits the deed, she maintains that what he did was rational, and thus

Globalization: the Making of World Society – Book Review

Running Head: GLOBALIZATION: The Making of World Society Review Essay: Globalization: The Making of World Society Part One: Summary Introduction Since the industrial revolution, the structure of world has been constantly evolving and progressing. The spread has involved the interlacing of economic and cultural activity, connectedness of the production, communication and technologies around the world, and it is now known as – globalization. The book I chose for this particular essay is Frank J.Lechner’s, Globalization: the Making of World Society first published in 2009. Author Frank J. Lechner was born in 1958 in Amsterdam, Netherlands and is the director of Graduate Studies & Professor Department of Sociology at the Emory University in Atlanta. In 1982 he earned his Master in Arts degree in Sociology at the University of Pittsburgh followed by a Ph. D. in 1985 in sociology as well. Most of his focus lies in global culture, change, religion and theory. One of his most r ecent researches involved national identity, specifically concerning the Dutch.In addition to publishing Globalization:  The Making of World Society  (Wiley-Blackwell, 2009), Lechner is the author  The Netherlands: National Identity and Globalization  (2008), and  World Culture: Origins and Consequences  (with John Boli, Wiley-Blackwell, 2005), as well as numerous papers on religion and sociological theory. Book Summary In Globalization: The Making of World Society, Lechner talks about the processes that unfold in a wide range of fields such as sports, media, food industry, global economy, environment and religion due to globalization.He describes its effects on everyday experience all around the world and demonstrates how globalization is also generating new discourses, cultures, and state policies. He explains globalization as a part of a still-greater transformation, both technical and social. Lechner wrote this book and divided it into three main parts: Global Experi ence, Global Institutions, and Global Problems. Each of these three parts is further divided into few more sub-topics such as for example, food, sports and media in Part I.In the first part of the book, the author describes the three â€Å"waves† of food globalization around the world. The first â€Å"wave†, he describes as a â€Å"wave† in which Jamaica became a â€Å"sugar island† at the centre of the global network. The wave started not with a desire for sugar but with a search for spices. Many European explorers lured into travel by the prospect of finding gold and silver and were able to not only bring precious metals home but have brought tomatoes and potatoes to the European diet.Another part of the first wave that the author talks about is when the Portuguese reached China and introduced maize, sweet potatoes and peanuts which later helped to sustain China’s population boom. With the first wave of globalization, more people became globally connected in more ways than ever before. People in different parts of the world were able to taste foods from other continents. As the new links in globalization were beginning to become established, they benefited some and harmed many others. Early globalization thus began to create a global hierarchy.The second â€Å"wave† which dissipated in the early twentieth century is described as the time in which the Dakotas became the bread basket of the world. Also, large parts of Canada, Argentina and Australia became a source of food and profit and by 1913 they produced more wheat than all of Europe. As globalization continued to spread, a global food system emerged, tying all producers into a network of interdependence. The world market created enormous wealth and leading nations, tied together through free trade, strove to safeguard their power by extending their imperial reach.The third â€Å"wave† of globalization was called â€Å"McDonald’s in East Asia. † In this section of the book Lechner talks about how with globalization nothing stays exotic as it standardizes experience through organized diffusion. Although the third wave incorporates a lot of what the first and the second waves started, it is unique in the aspect that a fast food restaurant such as McDonald’s could be everywhere, yet nowhere in particular, as it helps deterritorialize eating itself – a step beyond both first and second waves f globalization. Furthermore, in the section on sports and the direction of globalization the writer describes the way sports and in particular soccer, has grown from the homeland of England to a worldwide game with the same rules. He explains that globalization does not mean that global rules, organizations, or models just take over. The global connections of the world society do not substitute for local ties such as American football in US, rather they move in tandem.It is clear that in sports, globalization occurs in and through local and national settings as it adds another layer of connections and a new kind of shared awareness to the people in a certain society. In the last sub-category on global media, Frank Lechner talks about the role of Indian television, patterns in global television, and interpretations for global television as well as cultural imperialism. He describes the way the rights for television shows and programs such as â€Å"Who wants to be a Millionaire? † have been sold to well over 80 countries and have enjoyed great success worldwide.Many commercials and advertisements on TV carry subliminal messages that are aimed for a certain audience with a high degree of studying being put forward into the creation of the â€Å"perfect commercial†. In Part II of the novel the author begins to unravel the complicated and sometimes confusing aspects of the world economy. He begins with describing the way China, a country with extraordinary size and history, transformed and r ebuilt itself after World War II at a time when broader reforms were sweeping the world hierarchy.He goes on to explain America’s three main goals in the post-war time: to make trade flow much more freely, to stabilize the world’s financial system, and to encourage international investment. Moreover, Lechner describes the significance of Otto von Bismarck, chancellor of Germany in the late nineteenth century, and his role in introduction of accident insurance bills and health care bills in Germany which marked the beginning of rise of welfare states. He also outlines Roosevelt’s and Veldkamp’s positions and their contribution in Britain and Netherlands respectively.Frank Lechner continues with talking about the way in which globalization creates a political opportunity for the left-leaning political parties, promising to ride to the rescue in a time when some argue that globalization dampens welfare nations, to rather strengthen these states. Another aspe ct of globalization discussed in this part of the book is education. Education plays a key role in today’s society and with many people travelling with their high school kids to the United States and Canada in order to have a higher chance for a university or college admission, proves that in higher education a global market already operates.The next section of the second part of the book briefly describes global civil society and global governance. United Nations, according to the author, has taken on â€Å"a larger law-making role than its founders had envisioned†. The direction of change proposed by such an institution does not always have the full consensus of relevant states in an issue, yet that change is toward more organization of certain fields above and beyond states. Part III of Globalization: The Making of World Society strictly focuses on global concerns.The author describes key issues such as global migration, inequality, environment, and justice. First o f the four issues listed is migration. The third wave of globalization witnessed a rise in migration, mainly from south to north along the gradient formed by global inequality. In this section of the book Lechner touches on the issue of redefining the national identity of a country as it is a goal in certain countries, which also links back to his previous two books:   The Netherlands: National Identity and Globalization  (2008), and  World Culture: Origins and Consequences  (with John Boli, Wiley-Blackwell, 2005).The second issue at hand in this section of his book is global inequality. In this section of the book the writer explains that globalization is essential for countries in the â€Å"bottom billion† to catch up, yet there is no single success path for all of the poorest nations. In this chapter he clearly paints his main argument that â€Å"globalization is not bound to make the rich richer and the poor poorer,† and goes on to say, â€Å"but if it is to lead to a more tangible ‘world society’, it will have to help reduce poverty and inequality far more† (Lechner, 241).The last two section of the book primarily touch on the effects of globalization and its interconnectedness with global environment and global justice. Lechner discusses environmentalism and the way countries such as China deal with the environment and society in a balanced way. He put forward an example of Three Gorges damn built in China which displaced 2 million Chinese people, created a reservoir of nearly 400 miles and supplies 20 times more energy than America’s Hoover Dam. as an example of what a county could do in order to decrease the environmental damage, yet at the same time take a risk of displacing 2 million residents of the area. Literature Comparison Globalization: The Making of World Society by Frank Lechner is his attempt to clarify the key issues surrounding globalization in a brief, accessible and critical analysis of a complex topic. From the research conducted, I it is safe to conclude that this book is not a reply to any other book proposed by other writers; rather it is his attempt to explain his point of view on globalization and issues proposed by it.Yet the author explaining his point of view represents one side of a bigger argument about globalization’s effect on the world, but no clear intentions of proving a point to a specific person or institution has been noted. Main Argument(s) The main argument proposed by Frank Lechner is that although there are many issues around globalization as a whole, he believes that globalization is essential for the poorest nations to catch up. He is keen on his point of view, and thus goes on to explain that development is the only way to reduce economic inequality.Another part of his argument is that â€Å"globalization is not bound to make the rich richer and the poor poorer†¦but if it is to lead to a more tangible ‘world societyâ€℠¢, it will have to help reduce poverty and inequality far more† (Lechner, 241). Part Two: Critical Analysis Personal Opinion After analyzing Lechner’s work, there are too many factors that make an accurate prediction difficult. The industrial revolution and the global expansion that it created, is on a scale that has never been seen in history. As a result, new issues are created, while old issues are modified.The interdependencies between nations revolve around a free market. This encourages exploitation as a method to produce capital. The astronomical growth of supply and demand puts a heavy toll on the environment and its resources, which leads to an inevitable carrying capacity. The gap between rich and poor continues to increase around the world including capitalist drivers such as Canada and United States. Although Lechner does not see globalization as the main force in the inequality gap, I believe that this issue is of great concern.In order to have a more objec tive opinion of globalization, we need to analyze the detrimental factors and the potential they have in slowing down or even reversing the constructive effects of globalization. When taking these factors into consideration, they become latent by the profits created. There is a growing concern with enormous amount of evidence of corruption happening in most developing, third world nations. Bribery enables transnational companies to gain export contracts, particularly in the arms trade and in construction, which they would not have otherwise won.Every year, Western companies pay huge amounts of money in bribes to the officials and rulers in the developing countries in order to win over competitors. As these bribes go through, they have unfavourable results on the developing country, as they disadvantage smaller domestic firms, weaken development and deteriorate inequality and poverty, distort decision-making in favour of the project that benefits few rather than many, increase nation al debt, benefit the investor not the country, as well as damage the environment.All of the factors listed above are proof of negative effects of corruption on successful globalization, which according to Lechner, â€Å"is not bound to make the rich richer and the poor poorer† (Lechner, 241). The second issue I would like to address is the growing gap between the rich and poor in not only developing countries, but the capitalist hubs. According to the latest consensus data released on May 1, 2008 by Statistics Canada, â€Å"between 1980 and 2005, median earning among Canada’s top earners rose more than 16 percent while those in the bottom fifth saw their wages dip by 20 percent (The Canadian Press, 2008).Furthermore, the  gap between rich and poor  is widening, both within and among countries. In 1960, the richest 20 percent of the world’s population controlled 70 percent of global income, yet by 1993, the â€Å"richest 20† controlled 85 percent. In the same time period, the share of the poorest 20 percent had decreased from 2. 3 to 1. 4 percent. These disparities are likely to increase for the next half century as above stated issues such as corruption continue to affect the developing world (Human Development Report, 1996).The third big issue at hand, which I believe causes globalization to have a negative outlook in the eyes of the proletarian individuals including me, is the environmental damages that are caused. Economic theory argues that the free market can be expected to produce an efficient and improved level of resource use, production, consumption, and environment protection, yet when private costs, which are the foundation for market decision, diverge from social costs, a market failure occurs resulting in pollution levels. Intensified trade and competitiveness pressures between companies generate harmful impacts on environmental quality (Esty, D. nd Ivanova, M. ). As the big name companies move into an immature eco nomy of a developing country, they have the power to make the government change the laws and reduce their previous environmental requirements. Thus, the company that cannot function in Canada or Germany with those amounts of emission without paying fines will use the developing country’s position to produce high level of emissions with no restrictions. This point links back to the issue of corruption in the developing countries described earlier.In addition, local government must protect the environment by not letting giant companies take over and control the government in order to make huge profits. Likewise, economic agreements that do not promote the common good and that are designed to increase the profits of few people in the world should be rejected by the authorities, if not local, then global. In conclusion, Globalization: The Making of World Society by Frank Lechner describes how the processes of globalization unfold in a wide range of fields including sports, religi on, media, and the environment.The author tries to explain and analyze the complex subject of globalization in a concise and easy-to-understand manner. His main argument in the book surrounds the explanation of how he believes that globalization is essential for the poorest nations to catch up and that globalization is not bound to make the rich richer and the poor poorer. References Dauvergn, P. (n. d. ). Globalization and the environment. Esty, D. C. C. , & Ivanova, M. H. (2003). Globalization effects on the environment. Globalization nd Environmental Protection: a Global Governance Perspective. Retrieved November 20, 2011 from http://www. yale. edu/gegdialogue/docs/dialogue/oct03/papers/Esty-Ivanova. pdf Lechner, F. J. (2009). Globalization: The Making of the World Society. Hong Kong: Wiley- Blackwell Publication. Research and markets; globalization: The making of world society. (2009). Investment Weekly News,  (19458177), 423. Retrieved from http://ezproxy. qa. proquest. com/d ocview/ 200892079? accountid=14771 Shah, A. (2011). Corruption.Global Issues. Retrieved November 21, 2011, from http://www. globalissues. org/article/590/corruption#GlobalizationMultinational CorporationsandCorruption The Canadian Press. (2008, May 1). Rich get richer, poor get poorer, census results show. Retrieved November 21, 2011, from http://www. ctv. ca/CTVNews/Canada/ 20080501/rich_poor_080501/ The gap between rich and poor is widening. (2004). World Resource Institute. Retrieved November 19,2011 from http://www. wri. org/publication/content/8659

Legitimate Trade And Cash Crops Essay

[European missionaries] attempted to end the slave trade, that is trade in some goods other than slaves. The anti-slavery movement was a largely humanitarian movement that began in the early 19th century. The attempt to end the slave trade also was intended to further Europeanize African societies. Not only did the â€Å"legitimization† of trade seek to end the Atlantic slave trade, but also the slave that had existed among Africans for centuries. Therefore, many aspects of the traditional African society were altered. As the slave trade died, new markets opened both to meet European demands and to take advantage of the available African labor. Most of the products that the Europeans implemented were cash crops. Various cash crops included cotton, maize, tobacco, sugar, coffee, tea, palm oil, and groundnuts. The cash crops were in high demand in the rest of the world and played a major part in the modernization of most regions of the continent. Europeans pursued the production of cash crops for the purpose of raising revenue to pay for the expenses of the colonization process. As a result, traditional subsistence farming lost importance, most nations focused on only a single or a few crops, nationalism of land occurred, and innovations were brought to Africa such as irrigation.

Examples and Uses of Metals and Nonmetals

Examples and Uses of Metals and Nonmetals Most elements are metals, but quite a few are nonmetals. Its important to be able to distinguish between the different types of elements. Here is a list of five metals and five nonmetals, an explanation of how you can tell them apart, and some examples of their uses. Five Nonmetals The nonmetals are located on the upper rights include: nitrogenoxygenheliumsulfurchlorine Five Metals Metals usually are hard, dense conductors, often exhibiting a shiny metallic luster. Metallic elements readily lose electrons to form positive ions. Except for mercury, metals are solids at room temperature and pressure. Examples include: ironuraniumsodiumaluminumcalcium How to Tell Nonmetals and Metals Apart The easiest way to identify whether an element is a metal or nonmetal is to find its position on the periodic table. There is a zigzag line that runs down the right side of the table. Elements on this line are metalloids or semimetals, which have properties intermediate between those of metals and nonmetals. Every element located to the right of this line is a nonmetal. All other elements (most elements) are metals. The only exception is hydrogen, which is considered a nonmetal in its gaseous state at room temperature and pressure. The two rows of elements below the body of the periodic table also are metals. Basically, about 75 percent of elements are metals, so if youre given an unknown element and asked to make a guess, go with a metal. Element names can be a clue, too. Many metals have names ending with -ium (examples: beryllium, titanium). Nonmetals may have names ending with -gen, -ine, or -on (examples: hydrogen, oxygen, chlorine, argon). Uses for Metals and Nonmetals Metals uses are directly linked to their qualities. For example: Shiny metals such as copper, silver, and gold are often used for decorative arts, jewelry, and coins.Strong metals such as iron and metal alloys such as stainless steel are used to build structures, ships, and vehicles such as cars, trains, and trucks.Some metals have specific qualities that dictate their use. For example, copper is a good choice for wiring because it is particularly good for conducting electricity. Tungsten is used for the filaments of light bulbs because it glows white hot without melting. Nonmetals are both plentiful and useful. Some of the most commonly used include: Oxygen, a gas, is absolutely essential to human life. Not only do we breathe it and use it for medical purposes, but we also use it as an important element in combustion.Sulphur is valued for its medical properties and is also an important ingredient in many chemical solutions. Sulfuric acid is an important tool for industry: It is used in batteries and in manufacturing.Chlorine, a nonmetal, is a powerful disinfectant. It is used to purify drinking water and swimming pools.

What you need to know about medical student mentors

What you need to know about medical student mentors No matter what field you’re in, mentorship is one of the most important factors in your early career. A study of private sector mentorship shows that mentorship (having junior employees develop a professional relationship with more senior employees) is a crucial way to develop employees and build leadership skills. And when you’re in a highly specialized, high-pressure field like medicine, that mentorship becomes even more valuable. What does a mentor do?Med school will teach you what you need to know about the science and practice of medicine. It teaches you the theory, the ins and outs, the blood and guts. That part doesn’t change, whether you have a mentor or not. What a medical mentor does is offer you the practical side of that knowledge- someone who’s been where you are now, showing you what it’s like to put your education into everyday use.A mentor can help you with those transitional steps between med school and full-fledged practice, talkin g you through applying for jobs, preparing for residency interviews, dealing with the stress of the job, dealing with setbacks in med school and out in the field, and helping you find your specialty. A mentor may be a cheerleader- but more importantly, he or she is someone who has your professional interests at heart and wants to help you build a successful medical career. That may involve some tough talk or recommendations that aren’t easy, but are necessary.Why you need a mentorNo one transitions from school to career without loads of questions. What do I do next? Am I doing this too early/too late? What if I fail a class? What is it going to be like once I graduate? And sure, you can probably cobble that information together from the Internet. But don’t discount the benefits that come from a face-to-face (or voice-to-voice) relationship with someone who already has that knowledge. School can feel isolating, especially as you start to make Big Deal career decisions, so having a go-to relationship where you can ask questions and get honest real-world feedback is extremely helpful.As you make choices about your future career, you want to make sure you’re making informed ones. Having a source of feedback and help can prevent you from making those decisions in a vacuum and then coming to regret them later. Having someone to say, â€Å"Look, here are some hard lessons I learned when I chose to become an internist,† is a major asset if you’re thinking about going down that path, as well.How to get startedIf you’re a med student, you can always try to match to a doctor in your field of interest to act as a mentor. But don’t discount other health professionals who can provide that essential perspective. For example, nurses are in the trenches with doctors and are responsible for providing much of the direct patient care. They can provide precious insight into what it’s like to work with patients, what you can e xpect to see every day, and how to do basic and essential procedures. They also work closely with physicians and very likely have a solid perspective on what makes a good doctor vs. a not-great doctor. If you’re looking for guidance on the practical aspects of the job, you want it from someone who does it (and does it well) day in and day out, regardless of the degree that person has.If you want someone to help you with some of the more administrative aspects of being a doctor (like passing exams, the application process, interviews), then you’ll want someone who’s been there- a physician or an administrator. Keep in mind that you’re not limited to just one mentor throughout your career; you can get super-valuable help from different people on different career aspects.Your mentor can be someone you shadow in the workplace, but don’t feel confined to that box or to your own residency program, if you’ve already started one. Your mentor could b e someone you consult on the phone or via email/chat/FaceTime/your preferred digital platform.If you’re interested in finding a mentor and role model, there’s no time like med school to get that started. That’s not to say that you can’t find one later when you’re already settled in a residency or other job and a great mentoring opportunity presents itself. But like just about all career planning, it’s best to start as early as you can. Things aren’t going to get any easier as you prepare to graduate, and this special kind of networking is best done when you have time to develop a relationship with your mentor.How to find the right mentorLike any kind of networking, the place to start is thinking about who you know already. You can ask your faculty advisor if they know anyone who might be a good fit for the kind of mentor you need. There’s also good old online research, if you’re looking for a very specific type of mentor . And if you’re feeling truly stuck on how to get the mentor-mentee process underway, the American College of Physicians (ACP) has a mentor matchmaking database that you can register to use.Know what you want in a mentor. Do you want someone with a particular research interest? Someone with specific technical expertise? Do you want to know what the everyday life is like for a thoracic surgeon? Before you start reaching out, know what you want to get out of the relationship.Make sure you’re asking the right questions. Think of it like an interview for your mentor (though obviously, be respectful of their authority in the field and the time they’re taking to speak with you). But in the course of conversation (or in email), feel free to ask them questions like how they chose their specialty, what brought them to medicine, what their own goals were when they were in your position, and what their biggest professional challenges have been. Come up with a list of quest ions in advance before you talk to your potential mentor.Keep an open mind. You may find that a potential mentor is great at talking you through exam prep, but not great at helping you find job openings. Or she can offer brilliant insight on research, but not necessarily the day-to-day questions you have. There’s no reason you can’t build relationships with different mentors for different parts of your career- and again, don’t forget to consider people who might be nurses, administrators, or other non-physicians who could bring different perspectives to your career.Once you’ve found the mentor (or mentors) of your professional dreams, make sure you take care to keep the relationship going- even after you’re no longer a student/newbie. You never know when those professional connections will come in handy. And then the day may come when you find yourself ready to take on a mentee of your own.

What are the major arguments for both the advantages and disadvantages Essay

What are the major arguments for both the advantages and disadvantages of(1) division of powers and checks and balances and (2) federalism - Essay Example ecutive branch had the complete power of the United States vested in its care then a significant amount of individuals could potentially feel alienated or oppressed by the decision-making (Joe). Similarly, the short time period of congressional representatives, and the life period of judicial representatives allows for differing perspectives to be thrown into the political mix. Still theorists recognize that there are many disadvantages. The United States operates under what has been termed Federalism. One of the primary tenants of Federalism is that there is a national government, but states that fall within the auspices of this governmental structure. There is then a further division of powers between the states and the national government. Just as with the branches of government, the checks and balances between state and national powers guard against corruption and allow for multiple perspectives. Still, the disadvantages with both the divisions of the branches and Federalism are that they create layers of bureaucratic government structure. These added layers hinder the quick passage of laws that could directly contribute to the betterment of society (Rice). Joe, Chris. "Drawbacks of Checks and Balances." . N.p., 2011. Web. 26 Mar 2012.

Finance Class paper on Asset Bubbles Essay Example | Topics and Well Written Essays - 500 words

Finance Class paper on Asset Bubbles - Essay Example The focus of this document it is to examine the cause of asset price bubbles using classic decision model. Classical decision-making model presumes that people objectively scrutinize the challenges affecting them and that they have full information of the situation (Kahneman et al. 53). By relying on that information, they can examine various alternatives of addressing those issues being aware of the repercussions of those alternatives before making an optimal resolution. This model when applied by investors it assumes that the investors assess various investments alternatives impartially having complete knowledge about the market value of the assets currently and in the future. Since they make an objective analysis, there is usually high demand for assets as many people purchase them the future price will continue to rise indefinitely (Kahneman et al. 61). However, the situation reverses causing a sudden drop in value of those assets resulting to the economic crisis. The issue of the decision-making model involves bound and unbound problems and can be used to elaborate the occurrence of the reverse situation of the asset prices. Bound problems are issues within the control of decision makers while unbound problems are beyond the power of the decision makers. For example, investors make predictions and commit their resources to the assets. (Kahneman et al. 94). However, the financial system such as the banking industry affects the market liquidity. The implication of the change in market liquidity is that at first the bank reduces lending rates attracting investors to take more money for investing in various assets and consequent increase in market liquidity (Kahneman et al. 124). As the demand for assets increases so is the increase in their values. However, banks raise lending rates in the future due to excess liquidity resulting to decline in market liquidity (Kahneman et al. 175). The decreased flow

Cross-cultural Training literature review ( International HRM) Essay

Cross-cultural Training literature review ( International HRM) - Essay Example Although cross-cultural study proceeded throughout the 1980s, the 1990s faced an ups and down in the account of research committed to Cross-cultural training. The increasing rate of economy globalization was one accelerator for the expanded interest in CCT. Moreover, research pointed to cross-cultural problems in the workplace has expanded in importance because researchers have been unable to find out the minor issues and to specify their research advances into an implementation. Particularly, multinational corporations (MNCs) have not yet designed many of the CCT policies that researchers present because the researches by the researchers have not completely solved the issues and the controversies lying under the goals, content, objectives of Cross culture training. The programs designed for encouraging cross culture environment is an objective to train people to live and survive in a cross culture environment. In early days, it was hard to cope up with different cultures at workplac e. Usually, people from developing countries feel depressed while working at multi cultural environment. People feel more pressure especially people from under developed countries. There was a need to cope up with the cultural difference and to treat all employees on the basis of their work and progress, rather than rating them on the basis of culture, race and religion. First study on Cross culture training was done by Brislon with the topic â€Å"Cross culture Orientation program† (Brislin, 1981). In the end of the year, other researchers realized the fact that there is more effort required to train the people to live abroad comfortably, with the passage of time, the field is now being referred as Cross culture or intercultural training worldwide. Paige (1986) described cross culture training as the program designed to prepare people to live outside their country and to work with confidence without being in the pressure of other cultures. Other researchers define cross cult ure training as the program to prepare people for the success in their jobs and to improve their interpersonal skills. The main idea of the programmers is to train people for the moment when they deal extensively with the people belongs to culture than their own. There are several training programs are in progress under different organizations and groups. These programs are influenced by experts who have great knowledge about the range of issues people face while working in the cross culture environment. These programrs do not train people only for any other country but also for their home land. In 1950’s, Oberg introduces the term â€Å"Cultural shock† describing the issues people face when they deal with people from other cultures. He described the term† Cultural shock† as a disease of people who have suddenly been transported aboard and presented as the predicated by the anxiety that results from losing all familiar signs and symbols of social intercours e. Thus, he described the term as the issues people face while moving or dealing with other cultures. The symptoms of cultural shock include both physical and physiological complaints. Physical person may feel headache, dyeria and psychological a person might feel depression. The concept of cultural shock encouraged people to provide training in this domain. The contrast American Method, taps on

The Making of Fermented Beverages

The Making of Fermented Beverages The making of fermented beverages was discovered many thousands of years ago by primitive humans. This process of making fermented beverages has been practiced as an art over the years. However, within the past century, this art has evolved into a highly developed science. The beverage industry has a lot in common with other food industries. These common factors include taste, odour, colour individual preference. These factors force the manufacturer or brewer as he would be called to exert his greatest skill and experience in producing palatable beverages of great variety. The main criteria for quality even with all the refinements of modern science, still lie with the human sensory organs of smell, taste and sight. Hence, a good brewer would have to be a great engineer, a good chemist a good bacteriologist. Alcoholic beverages can be classified as: Distilled Liquors. Fermented Wines. Malt Liquors. Beer and ale require malted or germinated grain to make the carbohydrates present in them fermentable. Wines are generally produced by the action of yeast on the sugar of fruit. Distilled liquors are fermented liquors which are further distilled to increase their alcoholic content. In India, today when one thinks of alcoholic beverages the first thing that comes to mind is the variants like Beer, Wine, Whisky, Brandy, Scotch, Rum, Vodka, Gin, etc. One would also think of the local alcoholic beverages called Desi or Country Liquor. However, the concept of non conventional wine or beer is completely new to the country. Non Conventional Wines: When it comes to wine what comes to mind is grape wine (wine made from grapes) and for several thousands of years wine has been traditionally made by the fermentation of the juice of the grape. Wine is believed to be the most popular beverages associated with happiness, festivities and celebrations all over the globe. The global market for wine is estimated at around 25 billion liters. Many varieties of wine are made throughout the world and the French wines are considered to be the most popular all over the globe. In general wines would be classified as: Red Wines these are made from grapes without removing the skins. White Wines these are made from grape juice. Sparkling Wines these are considered to be carbonated white wines. Wine like other beverages can also be easily made from other fruits, roots grains. These beverages are also referred to as wines. However these wines would have a prefix or suffix of the raw material fruit, root or grain. The concept of wine made from fruits, other than that of grapes is widely accepted all around the world but is still slightly new in India. Although there are some manufacturers that also make Apple Cider (wine made from apples) Orange wine (wine made from oranges), this hasnt really taken off in the country. Wines made from certain roots herbs are believed to be very healthy in nature. Although alcoholic in nature, it is a proven fact that these other variants of wine are god for health. These healthier wine variants were considered as traditional remedies. We had wine made from Ginger that would be used to treat a common cold or wine made from Beetroot that could be used to control ones blood pressure. Compared to other nations, wines manufacture i.e. production or consumption in India is relatively insignificant. This could probably be attributed to the earlier period of prohibition within the country. Another factor, with which wines poor consumption in India can be attributed to, is the higher prices of wine in comparison to spirits like brandy and whisky making it less attractive. These spirits are manufactured within the country and are referred to as Indian made liquors. In India, wine was made mainly on a small scale and generally made domestically. Wine manufacture on an organized scale first commenced in the country with the setting up of the Champagne Indage Ltd. (Chateau Indage) plant in the state of Maharashtra in 1984. A few more units have set up after that within the country. These units are mostly located in the Nasik district of the state of Maharashtra as the climate is found to be more suitable and favorable for grapes used in wine making. In todays world since people are becoming more health conscious, catering to this class of people will definitely be beneficial. It is believed that many positive aspects can be attributed to wine and its consumption both socially health wise. Wine Market in India:   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  The Indian wine industry has been steadily growing over the last decade. Wine is now slowly becoming an integrated part of the urban Indian lifestyle. Rising incomes of the Indian population, changing demographics and an exposure to foreign cultures is adding to the higher consumption of wine. The Indian wine industry is growing at 25% 30% per annum and for the year 2008; it was estimated at 1.1 million per 9 liter cases and valued at Rs.2400 crores. The wine market is expected to grow to 4 million cases by 2015. The market for wine in India is expected to grow at around 20 % per annum. The per capita consumption of wine in India is still extremely low. However, there is a growing consumer interest in wines with a number of wine clubs opening in cities like Delhi, Chandigarh, Hyderabad and Bangalore. Nearly 80% of the wine sales in India are accounted for by the major cities like New Delhi, Mumbai, Chennai, Kolkata, Pune and Bangalore. West India accounts for over 41% of the total sales volume of wine in the country, followed by North India which accounts for 29% of the total sales volume. Nearly 90% of wine sales are for still wines i.e. white red wines. Sparkling wines target that select segment of affluent consumers. Wines that are being seld in the market are generally around Rs.300 per bottle. Even though cheaper variants of wine are available in the market, the market for these varieties is not growing as fast as medium pr iced wines. These developments and statistics show that it is definitely promising to set up new manufacturing units within the country. These statistics are for conventional wines i.e. the grape wines. There is an entirely new market for the non conventional wines i.e. wines made from other fruits, roots and cereals that is completely untapped within the country. This market would includes wines made from ginger, beetroot, etc which are very healthy in nature wines made from tropical fruits like mangoes, berries (strawberries, blueberries, cranberries, etc), oranges, apples, etc and even wines made from rice. India has a vast range of fruits growing in the country, some which are more seasonal in nature. Thus we can harness this opportunity of the countrys vast variety of tropical fruits and favorable climate to manufacture non grape wines which could prove to be much cheaper and lesser time consuming. This can help to develop an entirely new wine market within the country capture the same. Hence this non conventional wine could meet part of the demand from the growing domestic market and part of this production can also be exported. It will also be very easy to set up a winery for manufacturing non conventional wines in Maharashtra easily as it will be backed by the government support and encouragement as this is an emerging industry that will contribute to the development of the economy. This is one of the reasons why Excise department of the state of Maharashtra imposes strict control of alcohol taxation, distribution and sale. Thus it fiercely protects its wine market and industry. Non Conventional Wine Manufacturing Process:   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  The quality of wine is largely dependent on the main raw material, the soil and sun. Slight differences in the three would result in a variation in the flavor, texture and aroma. The colour of the wine depends largely on the nature of the fruit, root or cereal. It would also depend on whether the skins (in the case of fruits) are pressed out before fermentation. Wines are technically classified as: Natural Wines (Alcohol content 7% to 14%). Fortified Wines (Alcohol content 14% to 30%). Sweet or Dry Wines. Still or Sparkling Wines (Carbonated).   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  The method for manufacturing these non conventional varieties of wine is more or less similar to manufacturing the grape wines.   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  The method for manufacturing beetroot wine on a small scale is as follows: Grating of Beetroot. Alcoholic Fermentation. Bulk Storage. Iterative Filtration. Maturation of Wine. Clarification and packaging. Raw Materials: Beetroot. Water. Fresh Lemon juice. Strong tea Source of tannin. Sugar. Yeast. Potassium Metabisulphite Preservative (Check the growth of wild yeast).   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  The proportion of the quantity of each raw material requirement varies depending on quantity to be produced in liters and capacity of storage tanks.   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Eg:- To produce 4 liters of beetroot wine, the requirements would be 1 Kg of beetroot, 1 Kg of Sugar, few lemons for lemon juice, 100 ml of strong tea, 4 liters of water and 1 tbsp of Yeast. This is to produce it of a homemade level. Plant Machinery:   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  The plant and machinery would consist of grating equipment, cleaning and washing equipment, mixing tanks (mixer), juice extraction unit, hot water tanks, storage tanks, fermenters, filters, pumps and bottling equipment. Utilities:   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Good quality water power are the essential utilities. Technology:   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Wine making technology is very simple in nature and is still considered as an art and hence the guidance of a master wine maker is very essential. Process:   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  A proportional quantity of beetroot depending on the quantity of wine to be produced is taken and initially undergoes grating. Grating is essential in the case of beetroots as it easily helps extract the juice from it. It is more efficient than crushing or boiling chunks of beetroot which gives lesser yield.   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  The grated product is then sent to a mixer with hot boiling water and is boiled in the water for a period of 45 60 minutes. By this time most of the juice gets extracted and the colour of the water turns to blood red. Potassium or sodium metabisulphite in small quantity is added which acts as a preservative to check the growth of wild yeast. Proportionate amounts of lemon juice (obtained from the juice extraction unit) and strong tea are added to the mixing tank where this entire mixture is blended for about 30 minutes.   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  This mixture is then sent to the first filtration tank that filters out the beetroot juice from the grated beetroot, lemon seeds, tea leaves and other particles if present. The waste from this filtration unit is disposed off. The juice after being filtered is then sent to another mixing tank with a jacket that brings down the temperature of the juice to around 30oC. In this mixing tank a proportionate quantity of powdered sugar is added. Powdered sugar is essential as it can easily be saturated in the juice i.e. easily be dissolved. After another 30 40 minutes after all the sugar has been dissolved, the sweetened juice is then sent to fermenters where an active culture of selected and cultivated yeast equal to 3 to 5 percent of the volume of juice is added.   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  During fermentation the temperature rises and hence cooling coils are essential to maintain the temperature below 30oC. This process of fermentation takes around 3 to 5 days. The carbon dioxide evolved during fermentation carries any unfiltered particles to the top. When the fermentation slows down, the juice from the fermenter is pumped out from the bottom of the vat and over the top. This wine is finally run into closed storage tanks in the storage cellar, where during the period of 2 3 weeks the yeast ferments the remainder of the sugar.   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  The wine is then given a cellar treatment to clear it, improve the taste, and decrease the time of aging. During this treatment the wine is first allowed to stay quiet for 6 weeks to remove part of the matter in suspension, and then racked for clarification. During clarification and the following period the new wine would undergo a complicated series of reactions, resulting in the removal of undesired constituents and development of the aroma, esterification of the acids by alcohol. Bentonite may be used for clearing and 20 185 g can be added and stirred into every 100 liters of wine.   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Extra tannin (strong tea) may be added to the wine which can be then racked and filtered through asbestos or paper pulp. It is a standard procedure to chill some wines for the removal of argols or crude potassium acid tartate. This treatment gives a more stable and finished wine. By quick aging methods it is possible to produce a good sweet wine in 4 months. Quick aging methods include pasteurization, refrigeration, aeration and agitation.   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  After a final filtration the wine can be sent to the bottling plant where it can be bottled and sealed and placed in cases ready for shipment for domestic or export purposes.   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Similarly, other non conventional wines like ginger wine, mango wine, berry wine, etc. can be manufactured in a similar manner with slight variations in the process depending on the core raw material. Cost of Project:   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  The cost of setting up a plant with a capacity of 5 lac liters of wine per year would work upto an initial investment of Rs. 5 crores to Rs. 6 crores. This however, does not include the cost of a plantation. Statistics Source: Statistical data obtained from the report on Comprehensive Study of the Indian Wine Market Conducted by JBC International Inc. Values of Parameters in manufacturing process Source: Shreves Chemical Process Industries George T. Austin. Marketing Non Conventional Wines in India:   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  The concept of non conventional wines in India is completely new and hence as per Ansoffs Matrix it will follow the Product Development Strategy.   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Thus it is essential for a marketer to ensure that efficient new product development strategies are implemented like minimizing cost, improving marketability, etc. for this product to be a success in the market.   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Statistics show us that a large part of the Indian wine market is partly driven by the upper class and upper middle class Indians. The upper class and upper middle class Indians are estimated to be around 2% of the population and therefore approximately 20 25 million people. Many of these Indians have an increasing level of disposable incomes, and have a greater experience with international lifestyles. This exposure is either through work, studies or travel. These individuals are also now diverting their attention to healthier lifestyles i.e. they are now becoming health conscious. It is also a proven fact that a glass of wine a day is good for health. Thus a glass of beetroot wine or ginger wine or any other variant will be more beneficial.   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Thus targeting this segment of the population is much easier on account of their changing lifestyles and preferences along with their higher levels of disposable income.   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Now that the target segment has been identified, the marketer needs to position the product in the minds of the consumers. Thus the marketer can position the wines made from roots, herbs and cereals as a healthy alcoholic beverage and wines made from fruits other than grapes as a tropical alcoholic beverage. However, it should be positioned in such a way that there is no misuse of this positioning that could possibly lead to alcoholism. The marketer cannot use media like advertising as advertising for alcohol is not permitted within the country. Thus the marketer can organize wine tasting events for the upper class upper middle class Indians wherein the different wines can be sampled and sold also. This can also be a PR event where the press can be invited to write reviews on this new range of wines.   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Another aspect that the marketer can carry out is targeting the Hospitality sector, i.e. targeting the major Hotels and restaurants where it is possible to reach the target customer. Such wines could also be served at media events to spread awareness and increase demand for the product. SWOT Analysis of the Wine Industry in India. Strengths: Domestic Wine industry is a new and emerging industry in India. Few wineries in the country and most of the wineries are located in Maharashtra. Complete Government support as this industry can produce products at a cheaper rate to be exported. 12 major wine producers in the country and most of them manufacturing grape wines. Very few manufacturers of non conventional wines. Target customer segment located majorly in metros like Delhi Mumbai. Weaknesses: Most wineries in Maharashtra thus intense competition in the state to manufacture at cheapest price. Heavy taxation on distribution and sale. Competing with established Indian brands and well known foreign brands. No provision for advertising in electronic and print media, thus making the target audience aware becomes a challenge and a difficulty. Opportunities: Non conventional wines are healthier in nature and may prove to be appealing to target audience. Tremendous opportunities for export on account of Government support. More and more exposure to foreign cultures through television, work, travel, etc. and hence an expanding customer base. Threats: Major threat of competition from foreign players and established Indian players. Treat or competition from other alcoholic beverages like beer, vodka, white rum that are more appealing to the younger generation of the upper middle class upper class segment.   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Thus although capturing the market may be a challenge to the marketer, there indeed is tremendous potential for non conventional wines in India. Non Alcoholic Beverages:   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  When it comes to the non alcoholic beverage industry one would think that it refers to the soft drink beverage industry. However, this is actually not the case. The soft drink industry is divided into just three categories. These include the black soft drinks (cola), orange soft drinks the white soft drinks (include anything other than cola and orange). The leaders in the cola segment are Coke and Pepsi with Thums Up falling in third. In the orange segment the leaders are Fanta Mirinda. In the white segment the undisputed leader is Limca with close competing followers like Sprite, 7 Up, Lemonade, Mountain Dew, etc. The total soft drink market is estimated at 284 million crates a year or $1 billion. In 2006 it was valued at $3.8 billion and is estimated to have a value of $5.6 billion by 2011. The market is highly seasonal in nature with consumption varying from 25 million crates per month during peak season and 15 million crates per month during offseason. This market is predominantly urban with a 25% contribution from rural areas. The market leader is Coca-Cola due to Coke Thums Up. India being a highly diverse nation with a huge population, there exist tremendous potential in the beverage industry.   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  The Non Alcoholic beverage industry includes categories like fruit vegetables juices, energy drinks, non-carbonated drinks, etc. This includes the health beverages. This market is now continuously growing as people are becoming more and more health conscious. The reason being it is believed that consumption of aerated beverages leads to diseases lie obesity, type 2 diabetes, dental decay and low nutritional levels. It has been witnessed that cola sales have reduced drastically due to health concerns and this has benefited the non-carbonated drinks market in the country like energy drinks and juices. The Indian non alcoholic drinks market was estimated at Rs.216 billion in 2008. It is forecasted to grow at a CAGR of around 15% during the years 2009-2012. The highest growth in this segment is generally seen in the fruit or vegetable juice market. This is forecasted to grow at a CAGR of 30% in terms of value from the years 200 9-2012. It will be closely followed by the segment of energy drinks which is expected to grow at a CAGR of 29% during the period 2009-2012. There is a greater awareness now among the masses of the functional benefits of health beverages and a greater willingness to pay a premium price for such beverages.   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Due to these strong drivers of growth, it is evident that the beverage industry in India has begun responding to products that are marketed on a health platform. The non alcoholic beverage industry is classified again into carbonated and non carbonated beverages. The carbonated segment includes drinks like energy drinks, ginger ale, root beer, etc. The non carbonated segment includes juices of fruits vegetables, bottled water, non alcoholic wines, coffee, tea, etc. *Statistics Source: Report on Indian Non-Alcoholic Drinks Forecast to 2012. Non Alcoholic Wines:   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  In India, few wine manufacturers are now trying to attract customers by manufacturing non alcoholic wines. However there is not much demand that has been observed for the same. A non alcoholic wine is a new concept that has not been popularized much in India. One of the major reasons of its low popularity is that there are myths that it still contains a certain percentage of alcohol. This however is not true.   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Non alcoholic wines need not necessarily be made from grapes. It can be made from various fruits like apricots, mangoes, apples, oranges, berries etc. These are like beverages that could be carbonated or non-carbonated. A typical known non-alcoholic wine beverage in the United States of America is the Almost Wine Cooler. It is known as a virgin wine cooler. This is an aerated beverage that is made from wine and other fruit juices without any alcohol content.   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  These beverages are believed to be healthier than the normal aerated beverages like cola, etc. These can be served to people of all ages. However since these are made originally from alcoholic beverages it is mandatory for the manufacturer to put a label on the packaging showing a minimum alcoholic content percentage in the USA. Hence in America, kids below the age of 21 are not allowed to purchase non alcoholic beverages. Non Alcoholic Wine Manufacturing Process:   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Wines are made non alcoholic in nature through the process of reverse osmosis. Firstly wine is manufactured through its normal process and it then undergoes a process of reverse osmosis where the alcohol is separated from the wine to give a concentrated wine solution. This then undergoes carbonation where the concentrated non-alcoholic wine is carbonated depending on requirement.   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  In the case of the beetroot wine example as mentioned above the process for manufacturing the wine will remain the same. After the last clarification or filtration stage, instead of bottling the wine, the wine is sent to a tank where it gets carbonated with CO2 under pressure. After this stage it goes through the bottling process. Reverse Osmosis: It is a patented method and is much more efficient than the evaporation and distillation method. Equipments: Storage tanks, Pumps, Reverse osmosis unit and a valve. Process:   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  In the reverse osmosis method a tank is initially filled with the alcoholic wine. This tank is connected to a pump that pushes the wine into a reverse osmosis unit. The reverse osmosis unit consists of a membrane having very small pores encased in cylinders. The wine flows through the membrane at very high pressure and through the small pores. The mesh like membranes that are encased in cylinders separate the wine into a syrupy concentrate and an alcohol water mixture. Thus the membrane separates out the syrupy concentrate from the alcohol and water.   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  The alcohol and water mixture is sent to a storage tank that collects all the alcohol and water. The syrupy wine concentrate gets recycled back to the original tank containing the wine thus reducing the percentage of alcohol in the tank. The syrup is recycled through a valve that controls the flow. This cycle is repeated around 10-20 times till the alcohol concentration or alcohol percentage is reduced to completely zero. After this, water gets reintroduced to the tank with the concentrated syrup to obtain the final product. The finished product taste is almost similar to that of the original wine if not sweeter and the percentage of alcohol in this product is almost zero. It is believed to be around one half of one percent of alcohol. Hence non alcoholic wines are also called zero alcoholic wines.   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  This finished product then passes to a tank for carbonation under high pressure depending on requirement for carbonated beverage. This product can also be reasonably priced to compete effectively with the soft drink beverages like the colas, and also to effectively compete against juices and energy drinks. Root Beer:   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Another concept that is completely new in the country is root beer. Root beer is the biggest non alcoholic beverage in the west. It is extremely popular and is accepted as a healthier drink as compared to Coke, Pepsi, etc. Other variants of root beer include fruit beer, birch beer and ginger ale. These again are non alcoholic beers prepared from various fruits and Ginger syrup (for ginger ale).   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Root beer can be manufactured either as alcoholic or non alcoholic (i.e. soft drink). However the non alcoholic root beer is still more popular in the USA. The main ingredient initially in the manufacture of root beer was Sarsaparilla or Sweet Sarsaparilla. However now a days it is more favorable to make root beer from root beer extract. This is due to the carcinogenic nature of this plant. Root beer extract consists of caramel colour, imitation vanilla, water and alcohol. It consists of a very small proportion of alcohol. Studies show that root beer made from root beer extract has around 0.35% alcohol. This can be easily removed by reverse osmosis. Root Beer Manufacturing Process:   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Root beer is much simpler and easier to manufacture as compared to actual beer. Raw Materials Required: Root Beer Extract, Water, Yeast Sugar. Equipment: Storage tanks, Mixer, Filtration unit, Fermenters and pumps. Process:   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Sugar in a proportionate quantity to the quantity of the root beer to be manufactured is added to the mixer with an agitator. This would ensure the powdering of the sugar. Next a small quantity of yeast is added to the mixer and this mixture is blended well. After blending the mix from the mixer is sent to the fermenters. The fermenters are fermentation tanks where a proportionate quantity of root beer extract is added. This extract mixes well with the mix of powdered sugar and yeast. To this mixture in the fermentation tank water is added. The minute water is added the temperature of the mixture in the tank rises up. This is due to the fermentation of sugar carried out by the yeast. Thus the tank can be provided by cooling coils or a jacket to maintain the temperature to below 30oC.   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  This mixture from this tank is sent to a sealed tank with a pressure relief valve to release the pressure being developed and to ensure that there is no explosion. The sealed tank also ensures no outside activity of air or oxygen on the mixture in the tank. Fermentation takes place in around 5 days and after 5 days the mixture is passed though a filtration unit where any undissolved yeast or sugar is separated out. The solution is then moved into a storage tank maintained at cooler temperatures to ensure no yeast enzyme activity and to ensure no further fermentation.   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  After storage, when the fermentation process has completely slowed down the finished product can be sent to the bottling plant for packaging. This solution or finished pr The Making of Fermented Beverages The Making of Fermented Beverages The making of fermented beverages was discovered many thousands of years ago by primitive humans. This process of making fermented beverages has been practiced as an art over the years. However, within the past century, this art has evolved into a highly developed science. The beverage industry has a lot in common with other food industries. These common factors include taste, odour, colour individual preference. These factors force the manufacturer or brewer as he would be called to exert his greatest skill and experience in producing palatable beverages of great variety. The main criteria for quality even with all the refinements of modern science, still lie with the human sensory organs of smell, taste and sight. Hence, a good brewer would have to be a great engineer, a good chemist a good bacteriologist. Alcoholic beverages can be classified as: Distilled Liquors. Fermented Wines. Malt Liquors. Beer and ale require malted or germinated grain to make the carbohydrates present in them fermentable. Wines are generally produced by the action of yeast on the sugar of fruit. Distilled liquors are fermented liquors which are further distilled to increase their alcoholic content. In India, today when one thinks of alcoholic beverages the first thing that comes to mind is the variants like Beer, Wine, Whisky, Brandy, Scotch, Rum, Vodka, Gin, etc. One would also think of the local alcoholic beverages called Desi or Country Liquor. However, the concept of non conventional wine or beer is completely new to the country. Non Conventional Wines: When it comes to wine what comes to mind is grape wine (wine made from grapes) and for several thousands of years wine has been traditionally made by the fermentation of the juice of the grape. Wine is believed to be the most popular beverages associated with happiness, festivities and celebrations all over the globe. The global market for wine is estimated at around 25 billion liters. Many varieties of wine are made throughout the world and the French wines are considered to be the most popular all over the globe. In general wines would be classified as: Red Wines these are made from grapes without removing the skins. White Wines these are made from grape juice. Sparkling Wines these are considered to be carbonated white wines. Wine like other beverages can also be easily made from other fruits, roots grains. These beverages are also referred to as wines. However these wines would have a prefix or suffix of the raw material fruit, root or grain. The concept of wine made from fruits, other than that of grapes is widely accepted all around the world but is still slightly new in India. Although there are some manufacturers that also make Apple Cider (wine made from apples) Orange wine (wine made from oranges), this hasnt really taken off in the country. Wines made from certain roots herbs are believed to be very healthy in nature. Although alcoholic in nature, it is a proven fact that these other variants of wine are god for health. These healthier wine variants were considered as traditional remedies. We had wine made from Ginger that would be used to treat a common cold or wine made from Beetroot that could be used to control ones blood pressure. Compared to other nations, wines manufacture i.e. production or consumption in India is relatively insignificant. This could probably be attributed to the earlier period of prohibition within the country. Another factor, with which wines poor consumption in India can be attributed to, is the higher prices of wine in comparison to spirits like brandy and whisky making it less attractive. These spirits are manufactured within the country and are referred to as Indian made liquors. In India, wine was made mainly on a small scale and generally made domestically. Wine manufacture on an organized scale first commenced in the country with the setting up of the Champagne Indage Ltd. (Chateau Indage) plant in the state of Maharashtra in 1984. A few more units have set up after that within the country. These units are mostly located in the Nasik district of the state of Maharashtra as the climate is found to be more suitable and favorable for grapes used in wine making. In todays world since people are becoming more health conscious, catering to this class of people will definitely be beneficial. It is believed that many positive aspects can be attributed to wine and its consumption both socially health wise. Wine Market in India:   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  The Indian wine industry has been steadily growing over the last decade. Wine is now slowly becoming an integrated part of the urban Indian lifestyle. Rising incomes of the Indian population, changing demographics and an exposure to foreign cultures is adding to the higher consumption of wine. The Indian wine industry is growing at 25% 30% per annum and for the year 2008; it was estimated at 1.1 million per 9 liter cases and valued at Rs.2400 crores. The wine market is expected to grow to 4 million cases by 2015. The market for wine in India is expected to grow at around 20 % per annum. The per capita consumption of wine in India is still extremely low. However, there is a growing consumer interest in wines with a number of wine clubs opening in cities like Delhi, Chandigarh, Hyderabad and Bangalore. Nearly 80% of the wine sales in India are accounted for by the major cities like New Delhi, Mumbai, Chennai, Kolkata, Pune and Bangalore. West India accounts for over 41% of the total sales volume of wine in the country, followed by North India which accounts for 29% of the total sales volume. Nearly 90% of wine sales are for still wines i.e. white red wines. Sparkling wines target that select segment of affluent consumers. Wines that are being seld in the market are generally around Rs.300 per bottle. Even though cheaper variants of wine are available in the market, the market for these varieties is not growing as fast as medium pr iced wines. These developments and statistics show that it is definitely promising to set up new manufacturing units within the country. These statistics are for conventional wines i.e. the grape wines. There is an entirely new market for the non conventional wines i.e. wines made from other fruits, roots and cereals that is completely untapped within the country. This market would includes wines made from ginger, beetroot, etc which are very healthy in nature wines made from tropical fruits like mangoes, berries (strawberries, blueberries, cranberries, etc), oranges, apples, etc and even wines made from rice. India has a vast range of fruits growing in the country, some which are more seasonal in nature. Thus we can harness this opportunity of the countrys vast variety of tropical fruits and favorable climate to manufacture non grape wines which could prove to be much cheaper and lesser time consuming. This can help to develop an entirely new wine market within the country capture the same. Hence this non conventional wine could meet part of the demand from the growing domestic market and part of this production can also be exported. It will also be very easy to set up a winery for manufacturing non conventional wines in Maharashtra easily as it will be backed by the government support and encouragement as this is an emerging industry that will contribute to the development of the economy. This is one of the reasons why Excise department of the state of Maharashtra imposes strict control of alcohol taxation, distribution and sale. Thus it fiercely protects its wine market and industry. Non Conventional Wine Manufacturing Process:   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  The quality of wine is largely dependent on the main raw material, the soil and sun. Slight differences in the three would result in a variation in the flavor, texture and aroma. The colour of the wine depends largely on the nature of the fruit, root or cereal. It would also depend on whether the skins (in the case of fruits) are pressed out before fermentation. Wines are technically classified as: Natural Wines (Alcohol content 7% to 14%). Fortified Wines (Alcohol content 14% to 30%). Sweet or Dry Wines. Still or Sparkling Wines (Carbonated).   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  The method for manufacturing these non conventional varieties of wine is more or less similar to manufacturing the grape wines.   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  The method for manufacturing beetroot wine on a small scale is as follows: Grating of Beetroot. Alcoholic Fermentation. Bulk Storage. Iterative Filtration. Maturation of Wine. Clarification and packaging. Raw Materials: Beetroot. Water. Fresh Lemon juice. Strong tea Source of tannin. Sugar. Yeast. Potassium Metabisulphite Preservative (Check the growth of wild yeast).   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  The proportion of the quantity of each raw material requirement varies depending on quantity to be produced in liters and capacity of storage tanks.   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Eg:- To produce 4 liters of beetroot wine, the requirements would be 1 Kg of beetroot, 1 Kg of Sugar, few lemons for lemon juice, 100 ml of strong tea, 4 liters of water and 1 tbsp of Yeast. This is to produce it of a homemade level. Plant Machinery:   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  The plant and machinery would consist of grating equipment, cleaning and washing equipment, mixing tanks (mixer), juice extraction unit, hot water tanks, storage tanks, fermenters, filters, pumps and bottling equipment. Utilities:   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Good quality water power are the essential utilities. Technology:   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Wine making technology is very simple in nature and is still considered as an art and hence the guidance of a master wine maker is very essential. Process:   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  A proportional quantity of beetroot depending on the quantity of wine to be produced is taken and initially undergoes grating. Grating is essential in the case of beetroots as it easily helps extract the juice from it. It is more efficient than crushing or boiling chunks of beetroot which gives lesser yield.   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  The grated product is then sent to a mixer with hot boiling water and is boiled in the water for a period of 45 60 minutes. By this time most of the juice gets extracted and the colour of the water turns to blood red. Potassium or sodium metabisulphite in small quantity is added which acts as a preservative to check the growth of wild yeast. Proportionate amounts of lemon juice (obtained from the juice extraction unit) and strong tea are added to the mixing tank where this entire mixture is blended for about 30 minutes.   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  This mixture is then sent to the first filtration tank that filters out the beetroot juice from the grated beetroot, lemon seeds, tea leaves and other particles if present. The waste from this filtration unit is disposed off. The juice after being filtered is then sent to another mixing tank with a jacket that brings down the temperature of the juice to around 30oC. In this mixing tank a proportionate quantity of powdered sugar is added. Powdered sugar is essential as it can easily be saturated in the juice i.e. easily be dissolved. After another 30 40 minutes after all the sugar has been dissolved, the sweetened juice is then sent to fermenters where an active culture of selected and cultivated yeast equal to 3 to 5 percent of the volume of juice is added.   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  During fermentation the temperature rises and hence cooling coils are essential to maintain the temperature below 30oC. This process of fermentation takes around 3 to 5 days. The carbon dioxide evolved during fermentation carries any unfiltered particles to the top. When the fermentation slows down, the juice from the fermenter is pumped out from the bottom of the vat and over the top. This wine is finally run into closed storage tanks in the storage cellar, where during the period of 2 3 weeks the yeast ferments the remainder of the sugar.   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  The wine is then given a cellar treatment to clear it, improve the taste, and decrease the time of aging. During this treatment the wine is first allowed to stay quiet for 6 weeks to remove part of the matter in suspension, and then racked for clarification. During clarification and the following period the new wine would undergo a complicated series of reactions, resulting in the removal of undesired constituents and development of the aroma, esterification of the acids by alcohol. Bentonite may be used for clearing and 20 185 g can be added and stirred into every 100 liters of wine.   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Extra tannin (strong tea) may be added to the wine which can be then racked and filtered through asbestos or paper pulp. It is a standard procedure to chill some wines for the removal of argols or crude potassium acid tartate. This treatment gives a more stable and finished wine. By quick aging methods it is possible to produce a good sweet wine in 4 months. Quick aging methods include pasteurization, refrigeration, aeration and agitation.   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  After a final filtration the wine can be sent to the bottling plant where it can be bottled and sealed and placed in cases ready for shipment for domestic or export purposes.   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Similarly, other non conventional wines like ginger wine, mango wine, berry wine, etc. can be manufactured in a similar manner with slight variations in the process depending on the core raw material. Cost of Project:   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  The cost of setting up a plant with a capacity of 5 lac liters of wine per year would work upto an initial investment of Rs. 5 crores to Rs. 6 crores. This however, does not include the cost of a plantation. Statistics Source: Statistical data obtained from the report on Comprehensive Study of the Indian Wine Market Conducted by JBC International Inc. Values of Parameters in manufacturing process Source: Shreves Chemical Process Industries George T. Austin. Marketing Non Conventional Wines in India:   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  The concept of non conventional wines in India is completely new and hence as per Ansoffs Matrix it will follow the Product Development Strategy.   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Thus it is essential for a marketer to ensure that efficient new product development strategies are implemented like minimizing cost, improving marketability, etc. for this product to be a success in the market.   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Statistics show us that a large part of the Indian wine market is partly driven by the upper class and upper middle class Indians. The upper class and upper middle class Indians are estimated to be around 2% of the population and therefore approximately 20 25 million people. Many of these Indians have an increasing level of disposable incomes, and have a greater experience with international lifestyles. This exposure is either through work, studies or travel. These individuals are also now diverting their attention to healthier lifestyles i.e. they are now becoming health conscious. It is also a proven fact that a glass of wine a day is good for health. Thus a glass of beetroot wine or ginger wine or any other variant will be more beneficial.   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Thus targeting this segment of the population is much easier on account of their changing lifestyles and preferences along with their higher levels of disposable income.   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Now that the target segment has been identified, the marketer needs to position the product in the minds of the consumers. Thus the marketer can position the wines made from roots, herbs and cereals as a healthy alcoholic beverage and wines made from fruits other than grapes as a tropical alcoholic beverage. However, it should be positioned in such a way that there is no misuse of this positioning that could possibly lead to alcoholism. The marketer cannot use media like advertising as advertising for alcohol is not permitted within the country. Thus the marketer can organize wine tasting events for the upper class upper middle class Indians wherein the different wines can be sampled and sold also. This can also be a PR event where the press can be invited to write reviews on this new range of wines.   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Another aspect that the marketer can carry out is targeting the Hospitality sector, i.e. targeting the major Hotels and restaurants where it is possible to reach the target customer. Such wines could also be served at media events to spread awareness and increase demand for the product. SWOT Analysis of the Wine Industry in India. Strengths: Domestic Wine industry is a new and emerging industry in India. Few wineries in the country and most of the wineries are located in Maharashtra. Complete Government support as this industry can produce products at a cheaper rate to be exported. 12 major wine producers in the country and most of them manufacturing grape wines. Very few manufacturers of non conventional wines. Target customer segment located majorly in metros like Delhi Mumbai. Weaknesses: Most wineries in Maharashtra thus intense competition in the state to manufacture at cheapest price. Heavy taxation on distribution and sale. Competing with established Indian brands and well known foreign brands. No provision for advertising in electronic and print media, thus making the target audience aware becomes a challenge and a difficulty. Opportunities: Non conventional wines are healthier in nature and may prove to be appealing to target audience. Tremendous opportunities for export on account of Government support. More and more exposure to foreign cultures through television, work, travel, etc. and hence an expanding customer base. Threats: Major threat of competition from foreign players and established Indian players. Treat or competition from other alcoholic beverages like beer, vodka, white rum that are more appealing to the younger generation of the upper middle class upper class segment.   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Thus although capturing the market may be a challenge to the marketer, there indeed is tremendous potential for non conventional wines in India. Non Alcoholic Beverages:   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  When it comes to the non alcoholic beverage industry one would think that it refers to the soft drink beverage industry. However, this is actually not the case. The soft drink industry is divided into just three categories. These include the black soft drinks (cola), orange soft drinks the white soft drinks (include anything other than cola and orange). The leaders in the cola segment are Coke and Pepsi with Thums Up falling in third. In the orange segment the leaders are Fanta Mirinda. In the white segment the undisputed leader is Limca with close competing followers like Sprite, 7 Up, Lemonade, Mountain Dew, etc. The total soft drink market is estimated at 284 million crates a year or $1 billion. In 2006 it was valued at $3.8 billion and is estimated to have a value of $5.6 billion by 2011. The market is highly seasonal in nature with consumption varying from 25 million crates per month during peak season and 15 million crates per month during offseason. This market is predominantly urban with a 25% contribution from rural areas. The market leader is Coca-Cola due to Coke Thums Up. India being a highly diverse nation with a huge population, there exist tremendous potential in the beverage industry.   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  The Non Alcoholic beverage industry includes categories like fruit vegetables juices, energy drinks, non-carbonated drinks, etc. This includes the health beverages. This market is now continuously growing as people are becoming more and more health conscious. The reason being it is believed that consumption of aerated beverages leads to diseases lie obesity, type 2 diabetes, dental decay and low nutritional levels. It has been witnessed that cola sales have reduced drastically due to health concerns and this has benefited the non-carbonated drinks market in the country like energy drinks and juices. The Indian non alcoholic drinks market was estimated at Rs.216 billion in 2008. It is forecasted to grow at a CAGR of around 15% during the years 2009-2012. The highest growth in this segment is generally seen in the fruit or vegetable juice market. This is forecasted to grow at a CAGR of 30% in terms of value from the years 200 9-2012. It will be closely followed by the segment of energy drinks which is expected to grow at a CAGR of 29% during the period 2009-2012. There is a greater awareness now among the masses of the functional benefits of health beverages and a greater willingness to pay a premium price for such beverages.   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Due to these strong drivers of growth, it is evident that the beverage industry in India has begun responding to products that are marketed on a health platform. The non alcoholic beverage industry is classified again into carbonated and non carbonated beverages. The carbonated segment includes drinks like energy drinks, ginger ale, root beer, etc. The non carbonated segment includes juices of fruits vegetables, bottled water, non alcoholic wines, coffee, tea, etc. *Statistics Source: Report on Indian Non-Alcoholic Drinks Forecast to 2012. Non Alcoholic Wines:   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  In India, few wine manufacturers are now trying to attract customers by manufacturing non alcoholic wines. However there is not much demand that has been observed for the same. A non alcoholic wine is a new concept that has not been popularized much in India. One of the major reasons of its low popularity is that there are myths that it still contains a certain percentage of alcohol. This however is not true.   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Non alcoholic wines need not necessarily be made from grapes. It can be made from various fruits like apricots, mangoes, apples, oranges, berries etc. These are like beverages that could be carbonated or non-carbonated. A typical known non-alcoholic wine beverage in the United States of America is the Almost Wine Cooler. It is known as a virgin wine cooler. This is an aerated beverage that is made from wine and other fruit juices without any alcohol content.   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  These beverages are believed to be healthier than the normal aerated beverages like cola, etc. These can be served to people of all ages. However since these are made originally from alcoholic beverages it is mandatory for the manufacturer to put a label on the packaging showing a minimum alcoholic content percentage in the USA. Hence in America, kids below the age of 21 are not allowed to purchase non alcoholic beverages. Non Alcoholic Wine Manufacturing Process:   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Wines are made non alcoholic in nature through the process of reverse osmosis. Firstly wine is manufactured through its normal process and it then undergoes a process of reverse osmosis where the alcohol is separated from the wine to give a concentrated wine solution. This then undergoes carbonation where the concentrated non-alcoholic wine is carbonated depending on requirement.   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  In the case of the beetroot wine example as mentioned above the process for manufacturing the wine will remain the same. After the last clarification or filtration stage, instead of bottling the wine, the wine is sent to a tank where it gets carbonated with CO2 under pressure. After this stage it goes through the bottling process. Reverse Osmosis: It is a patented method and is much more efficient than the evaporation and distillation method. Equipments: Storage tanks, Pumps, Reverse osmosis unit and a valve. Process:   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  In the reverse osmosis method a tank is initially filled with the alcoholic wine. This tank is connected to a pump that pushes the wine into a reverse osmosis unit. The reverse osmosis unit consists of a membrane having very small pores encased in cylinders. The wine flows through the membrane at very high pressure and through the small pores. The mesh like membranes that are encased in cylinders separate the wine into a syrupy concentrate and an alcohol water mixture. Thus the membrane separates out the syrupy concentrate from the alcohol and water.   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  The alcohol and water mixture is sent to a storage tank that collects all the alcohol and water. The syrupy wine concentrate gets recycled back to the original tank containing the wine thus reducing the percentage of alcohol in the tank. The syrup is recycled through a valve that controls the flow. This cycle is repeated around 10-20 times till the alcohol concentration or alcohol percentage is reduced to completely zero. After this, water gets reintroduced to the tank with the concentrated syrup to obtain the final product. The finished product taste is almost similar to that of the original wine if not sweeter and the percentage of alcohol in this product is almost zero. It is believed to be around one half of one percent of alcohol. Hence non alcoholic wines are also called zero alcoholic wines.   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  This finished product then passes to a tank for carbonation under high pressure depending on requirement for carbonated beverage. This product can also be reasonably priced to compete effectively with the soft drink beverages like the colas, and also to effectively compete against juices and energy drinks. Root Beer:   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Another concept that is completely new in the country is root beer. Root beer is the biggest non alcoholic beverage in the west. It is extremely popular and is accepted as a healthier drink as compared to Coke, Pepsi, etc. Other variants of root beer include fruit beer, birch beer and ginger ale. These again are non alcoholic beers prepared from various fruits and Ginger syrup (for ginger ale).   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Root beer can be manufactured either as alcoholic or non alcoholic (i.e. soft drink). However the non alcoholic root beer is still more popular in the USA. The main ingredient initially in the manufacture of root beer was Sarsaparilla or Sweet Sarsaparilla. However now a days it is more favorable to make root beer from root beer extract. This is due to the carcinogenic nature of this plant. Root beer extract consists of caramel colour, imitation vanilla, water and alcohol. It consists of a very small proportion of alcohol. Studies show that root beer made from root beer extract has around 0.35% alcohol. This can be easily removed by reverse osmosis. Root Beer Manufacturing Process:   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Root beer is much simpler and easier to manufacture as compared to actual beer. Raw Materials Required: Root Beer Extract, Water, Yeast Sugar. Equipment: Storage tanks, Mixer, Filtration unit, Fermenters and pumps. Process:   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Sugar in a proportionate quantity to the quantity of the root beer to be manufactured is added to the mixer with an agitator. This would ensure the powdering of the sugar. Next a small quantity of yeast is added to the mixer and this mixture is blended well. After blending the mix from the mixer is sent to the fermenters. The fermenters are fermentation tanks where a proportionate quantity of root beer extract is added. This extract mixes well with the mix of powdered sugar and yeast. To this mixture in the fermentation tank water is added. The minute water is added the temperature of the mixture in the tank rises up. This is due to the fermentation of sugar carried out by the yeast. Thus the tank can be provided by cooling coils or a jacket to maintain the temperature to below 30oC.   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  This mixture from this tank is sent to a sealed tank with a pressure relief valve to release the pressure being developed and to ensure that there is no explosion. The sealed tank also ensures no outside activity of air or oxygen on the mixture in the tank. Fermentation takes place in around 5 days and after 5 days the mixture is passed though a filtration unit where any undissolved yeast or sugar is separated out. The solution is then moved into a storage tank maintained at cooler temperatures to ensure no yeast enzyme activity and to ensure no further fermentation.   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  After storage, when the fermentation process has completely slowed down the finished product can be sent to the bottling plant for packaging. This solution or finished pr