Assignment Example | Topics and Well Written Essays - 1000 words - 10

Assignment Example In essence, meditation plays a crucial role in this religion and with this; many people have embraced different methods of meditation. Meditation The purpose of meditation is to still the brain, relax the body, and boost concentration. Many of the skills learnt in meditation produces an understanding that this practice focuses on the notion of the mind. Meditation develops the mental ability of developing love and kindness for the self and others. In other words, meditation sweetens the mind. There major types of meditation include the following. Tranquillity Meditation (Samatha) The main purpose of Tranquillity or Samatha meditation is to still the brain and improve its concentration. This meditation helps an individual to develop through four stages. These include detachment from sorrow and suffering and embracing the consciousness of joy and happiness, having logic reasoning in life, pure thoughts, and embracing virtues that promote the well-being of people. Insight Meditation/Vip assana Insight meditation helps an individual to realize important truths of life. A person who practices this meditation hopes to embrace the truths of suffering, impermanence, and no-self. The practice of this meditation concentrates on improving the mind. The most methods prescribed to develop a sober mindfulness are walking, sitting, and mindfulness of daily activities. Walking mindfulness is often practiced in retreats and monasteries, especially in regions such as Theravada. Gaining this mindfulness requires one to find a quiet place, takes some time to relax, and attempts to concentrate on the sensations and movements of walking. This practice brings an individual closer to the insight of understanding the fundamental truths of impermanence and no-self. Sitting Meditation is very similar to walking meditation. However, the focus of this meditation is on the breadth instead of walking. A person practising this meditation focuses the breath and its observation. The ultimate goa l of this practice is to enhance truth on no-self, impermanence, and suffering. Mindfulness of Everyday Activities emphasizes more on the skills learned in sitting and walking. This mindfulness helps an individual to participate fully in everything he or she does (Religion Facts, 2013). Loving-Kindness Meditation/ Metta Bhavana Loving and kindness are important virtues of Buddhism and this meditation is a way of obtaining and developing these virtues. The purpose of this meditation is to develop the mental component of having love for the self and others. The practitioner evokes the feelings of love and kindness to those around him. Still, he or she radiates feelings of unconditional love and acceptance. This meditation helps people to live in harmony with one another. As people learn to love one another, it brings forth unity, joy, happiness, and peace in the society. This meditation also helps people to be kind with one another regardless of the cultural, ethnicity, or race differ ences. Discursive Meditations A successful participation of this meditation helps one to elevate the mind and cultivate awesome and wholesome feelings. A poem, a hymn, or a passage from Dhamma or any inspiring literature can create these feelings. Most Buddhists set aside a few minutes to study and reflect upon an inspiring teaching. This allows one to reflect upon human values, dignity, and integrity. Countries where Meditation Rites are Practiced According to Religion Facts (2013), Japan and China largely

Cultural Diversity Essay Example for Free

Cultural Diversity Essay Cultural diversity is a big part of the community I was raised in and apart of today. Many people spend their whole lives surrounded by one race or culture, but I grew up surrounded by many. Having been raised in a society influenced and shared by so many different races, I had very little idea about what or why racism existed in the world. Having never been taught and seeing very little racism growing up I believed benefited me, today and benefited my future. Today being in the Marine Corps I am surrounded by different races and knowing one day my life could rest in their hands I respect them for who they are not what color they are. Martin Luther King once said â€Å"Men hate each other because they fear each other, and they fear each other because they dont know each other, and they dont know each other because they are often separated from each other.† If the rest of the country had been raised in a military lifestyle then I believe racism would be all but extinct in the United States. Sadly racism is not only intertwined with the United States past but also with its present and its future. Racism has been part of the history of the United States, and helped create this country as we know it today. Racism not helped shaped the United States and infiltrated every aspect of American society while showing no signs of decreasing. Many people view racism as an evil minded treatment of one individual to another. This is not a correct assessment though, and would be more easily understood if it was viewed more accurately, an institutional ideology. The reason racism is allowed to subsist because governments and institutions foster and maintain racism. Even when these governments and institutions determine that the practices of a particular group of people are racist, individuals at the top of these hierarchical organizations are hard pressed to bring about change. To understand how racism relates to us in the United States today, one must understand the real definition of racism. â€Å"Racism is the belief that one group of people with a particular biological make up is superior to other groups with a differing biological make up.† So one could infer that the groups deemed superior gain economic and social dominance over the other cultural groups that are deemed inferior, even with the many strides that have been made over decades to mend the situation. An excellent example of a country that has made those strides and still lack racial reconciliation is the United States. From the bus boycotts in the fifties, to the sit-ins and marches in the sixties one could assume that these would be the starting steps to improvement. While the United States was mending the hatred and racism between black and whites another type of racism was creeping its way into American society. Today racism has taken a new face, one that has become multi-coloured and multicultural. To be able for the United States to keep a culturally diverse appeal new legislation and laws are being written against discrimination. Affirmative action has been taken to allow equal opportunity for employment, housing, and even in the military. Television and movies have had to change their format and even some of their characters in order to obtain political correctness. Even with so many fighting for change, there will always be the ancient invisible barriers blocking the few who are looking to main the status quo. Even with so many people trying to seek improvement for this country, it cannot happen unless every individual is working to abolish racism. There is racism in every facet of life no matter who someone hangs out with, or who someone even works for. Being in the Marine Corps I see different races every day, and work with different races every day. Mission accomplishment is the number one goal of the Marine Corps, so when a job needs to get done every one does their part of their job and race is not an issue. That is the way my career has gone so far, so when I read an article about racism in the Marine Corps it shocks me. New websites and social networking sites are being created all the time. A new social network website was created with the logo â€Å"online community for whites by whites†, so it was a social website for only white people. Out of the many number of people who have made a profile there have been about forty personal profile that have listed the military as their occupation. Out of those forty a number of them are wearing their military uniforms in their profile pictures. Even more disturbing a number of the military members have poster racial slurs and racial propaganda. One member states that he hate(s) illegal immigrants with a passion and feel(s) every true red-blooded, white American should do whatever it takes to stop the foreign invasion. While another lists The Turner Diaries, which is a white supremacist novel, as his favourite book. It is important for members of the armed forces to not participate in these types of websites or groups. The first reason not to participate in these organizations is the Pentagon has regulations in affect that prohibit active duty members form participating in extremist groups. The second reason is those racial extremists who serve in the military could be inadvertently training future domestic terrorists, and the United States does not need any more terrorist on her soil. A solution for this problem would be senior military members mentoring their junior service members on the dangers of becoming involved in these organizations. Being in the United States Marine Corp I have many close friends that are from different countries in the world. One of my close friends is from the Philippines, and has a very strong accent when he speaks. Sometimes he gets his words confused and does not make any since when he speaks. Marines tend to point out these faults, not just with him, but with many other Marines that are from different countries and have trouble speaking English. My friend does not believe that his fellow Marines are being racist, but are just having a friendly poke at him. Marines do not mess with only a few Marines, or the Marines from other countries, but every Marine. It is not because we are racist, or are a mean group of people, but picking and jibing on one another is just the way that Marines bond with each other. When my friend says that he is getting picked on, yes it sometimes hurts, but in the end it makes him feel like he is part of the family. If Marines are not being picked on they are usually secluded and out of the Marine Corps family. Racism is wrong and should not be used for any reason, even to bring people together. Racism may start with a good reason, but the final product will fester into an infection that could spread and destroy a family within a short time. Racism is in this world to stay whether people like it or not. Individuals believe that if they spread the word about the dangers and negatives of racism then it will cease to exist, but that is not the truth and will never happen. As long as we humans exist and have emotions, the knowledge of right and wrong, and pride there will be crimes. Whenever a person graduate’s high school as valedictorian or an athlete becomes the fastest man on the planet, stereotypes will follow. Crimes, education, athleticism all turn into a stereotype and stereotypes are a form of racism. Racism is one of the things that drive our great country, and create some of our countries greatest works. Racism is what helped form and mold this country into what it is today. Without racism then this country could be one of a single culture, there would be no freedom to branch out and try new diverse things. The dangers of bringing so many different cultures into one space are there, but I believe the good thing we bring to the table References Vardell, M. (1998). Cultural diversity. Retrieved from http://www.markvardell.com/quotes.htm. Associated press (2009). Congress asked to address racism in military. Retrieved from http://www.msnbc.msn.com/id/31854789/ns/us_news-military/t/congress-asked-address-racism-military/#.Tr3ZM4LSRkY AllAboutPopularIssues (2011). The History of racism. Retrieved from http://www.allaboutpopularissues.org/the-history-of-racism-faq.htm

Fauji Fertilizer Company Ffc Background Management Essay

Fauji Fertilizer Company Ffc Background Management Essay In 2002, FFC acquired ex Pak Saudi Fertilizers Limited Urea Plant, situated at Mirpur Mathelo. This acquisition, worth PKR 8,151 million, is one of the largest industrial sector transactions in Pakistan to date. Today, FFC has three plants with a combined capacity of 5,770 MTPD of prilled urea. It is one of the thirty biggest companies of Pakistan, represented via the KSE-30.2 Along with being one of the largest urea producers in the country, FFC is involved in training manpower and providing turnaround services within Pakistan and in the Middle East. A timeline of the evolution of FFC ensues.3 1978: Incorporation of the Company. 1982: Commissioning of Plant I, Goth Machhi with annual capacity of 570 thousand tonnes. 1991: Listed with Karachi and Lahore Stock Exchanges. 1992: Through the De-Bottle Necking (DBN) programme, the production capacity of Plant I was increased to 695 thousand tonnes per year. 1992: Listed with Islamabad Stock Exchange. 1993: Commissioning of Plant II, Goth Machhi with annual capacity of 635 thousand tonnes of Urea. 1993: Initial investment in Fauji Fertilizer Bin Qasim Limited, a DAP and Urea manufacturing concern; currently stands at Rs 4.75 billion representing 50.88% equity share. 1997: With achievement of Quality Management System certification in Goth Machhi, FFC became the first fertilizer plant in Pakistan to achieve this distinction. 2002: FFC acquired ex Pak Saudi Fertilizers Limited (PSFL) Urea Plant situated in Mirpur Mathelo (Plant III) with annual capacity of 574 thousand tonnes of urea, which was the largest industrial sector transaction in Pakistan at that time. 2003: FFC obtained certification of Occupational Health Safety Assessment Series, OHSAS-18001:1999. 2004: With investment in Pakistan Maroc Phosphore, Morocco S.A. of Rs 706 million, FFC has equity participation of 12.5% in PMP. 2008: Investment of Rs 1.5 billion in Fauji Cement Company Limited, currently representing 6.79% equity participation. 2008: DBN of Plant III was executed and commissioned successfully for enhancement of capacity to 718 thousand tonnes annually. 2010: Investment in FFC Energy Limited, Pakistans first wind power electricity generation project. 2011: SAP ERP implemented in the Company, improving business processes by reducing time lags and duplication of work. Vision Pakistan is a burgeoning market, not just in terms of head count, but also in advancement in the way agri-business is now carried out. Gone are the days of antiquated fertilizers, instead, only the best is now sought. FFC foresees this market to be extremely lucrative. It wants customers to benefit from its palette of product offerings, both domestic and outside the home country. It seeks to be thought of as not just the best there is, but also as a conscientious and caring company. FFC aims to be positioned as a very well-rounded organization in the minds of all its stakeholders, whether external or internal. Its value chain has quality at its core. It strives to be successful via total integration of streamlined processes, incomparable products, driven and motivated workforce, and extraordinary service, all the while staying ahead of the competition and continuously scanning the market. Corporate Strategy Our flexible and dynamic corporate strategy strives for enhancing customer satisfaction by adding value over the long run. We aim at creating value for the stakeholders by maintaining and improving our competitive position in the market. This is achieved by focusing on our sustainable competitive advantage that is derived by continuously assembling and exploiting an appropriate combination of resources and capabilities in response to the changing market conditions. Our organizational culture is one of our most fundamental competitive advantages. We have built and preserved an innovation-adept culture, a culture that promotes transparency and accountability through honesty, integrity and diligence in our dealing with employees, customers, financial market, government, regulatory authorities, and all the other stakeholders. Diversification in business line is also being considered. Our unique corporate strategy gets aligned with the resource allocation system and flows down to the oper ational levels, thus ensuring its implementation at all levels along with the achievement of the intended results.6 FFC focuses on value addition. This means that everyone at the company tries to make each subsequent year better than the previous one. This enhances the value creation process. For this, the corporate strategy is characterised by flexibility and innovation, which are also the core components of the culture of the organization. FFC prides itself on having been able to develop a culture which is innovative, transparent, and honest. Innovation allows FFC to be able to anticipate and prepare for change, by aligning its internal strengths with the external opportunities. Transparency enables FFC to satisfy every stakeholders requisites, since nothing is swept under the rug. This promotes diligent behaviour and accountability at all levels. Honesty is a trait which is valued from the very top to the very bottom of the hierarchy at FFC. It is this particular combination of all the above that the culture is both employee centric and customer centric. The human element, be it in the form of a worker/manager or a customer, is highly valued at FFC. Therefore, while the former is kept abreast of everything that goes on in the organization, the latter is assured of premium quality product and premium quality service every single time. Organization is all about teamwork. FFC is aware of this, which is why it demands uncompromising integrity and hard work from all individuals, so that the sum is greater than the parts. There is mutual understanding, trust, and interdependence. In return, FFC has a very worker friendly environment. Commitments within the company as well as with business partners, suppliers and customers are valued and kept. FFC is founded upon the principles7 of à ¢Ã¢â€š ¬Ã‚ ¢ Honesty in communication; à ¢Ã¢â€š ¬Ã‚ ¢ Excellence in products and services; à ¢Ã¢â€š ¬Ã‚ ¢ Consistency and synchronisation in words and actions; à ¢Ã¢â€š ¬Ã‚ ¢ Compassion in relationships within the micro and mega environments of the organization; à ¢Ã¢â€š ¬Ã‚ ¢ Fairness to all stakeholders through adherence to laws, regulations and policies. FFCs Financial Health Fauji Fertilizer Company (FFC) enjoys stable gas supply from Mari gas fields because they come under Fauji Foundations ownership. This translates into a huge competitive advantage over other fertilizer manufacturers, which are linked with the Sui-based networks. Financial highlights of FFC for the current year appear in the table below. These are for the period ended September 30, 2012.8 2012 (Rs 000) 2011 (Rs 000) Turnover 29,208,413 36,321,157 Cost of sales -22,778,306 -22,565,347 Gross Profit 6,430,107 13,755,810 Administrative Expenses -677,700 -550,247 Other Income 695,185 1,092,089 Taxation -991,876 -3,721,386 Profit after Tax 2,130,481 7,169,794 Earnings per share (Rs.) 2.28 7.68 Source: FFCs Annual Report for the Third Quarter, 2012 Revenue increased by 49% during the first half of 2012, due to high urea prices and sales of imported DAP. FFC urea sales exceeded 500,000 tons in June, which made up for declining sales in the first five months of 2012. In total, urea sales were up by 6% to 1.2 million tons in the period under review.9 Urea prices remained volatile from April to June 2012, as the GoP decided on a price slash for May, along with an announcement of reversal of Rs 50 per bag in June. This was much needed so as to be able to compete with cheaper imported fertilizer, due to government subsidy on it. FFCs urea plant underwent 30% gas curtailment last year, which was ten percent more than that decided for the plants operating on the Sui gas network. This resulted in an extended shutdown of 27 days of the urea plant, and a decline of 17% in urea production, on a YoY basis. The scenario on the DAP front was opposite to the one on the urea front. In spite of the gas curtailment, FFC managed to operate the DAP plant at a level which exceeded 2010s production level of 0.66 million tons. Due to the imposition of Gas Infrastructure and Development Surcharge (GIDS), gross profit margin was 47% during April to June 2012, a decline of 12.52 percentage points on a yearly basis. This was also exacerbated by the net reduction of Rs 100 per bag of urea during the same period. Other income was unable to support the bottom line as it declined by 15%, mainly due to lack of dividend earning from subsidiary Fauji Fertilizer Bin Qasim Limited. Financial charges increased by 36% which can be explained by the increase in short-term borrowings. However, long-term borrowings have declined, and the Company was able to have a very healthy debt to equity ratio (19% in 2011 as compared to 49% in 2006). Debt increased due to the Companys decision to revamp its urea and DAP plants several years back. FFC has been able to repay its long-term obligations because of its sustainable revenue stream. 10 IT Vision The IT Strategy at FFC shall complement our Corporate Vision by business transformation through technology innovation, introducing best practices and connecting our processes for timely information and optimized performance to succeed in our endeavours.11 Information Systems SAP project: the implementation of SAP ERP is finally complete, with the transformation from Legacy to SAP system gone smoothly at all locations. BMS: a Building Management System (BMS) is a centralized computer based control system, linking equipment for ventilation, fire, security, power, etc. onto one platform, which enables timely and coordinated response to different facilities at the same time. Also, the integrated end-to-end system optimizes energy consumption. Electronic recruitment: FFC launched an online career portal in accordance with its HR department, and development of the portal by its IT division. All this has been done to make the recruiting process efficient, and to match individuals to jobs. SAP implementation support: IT at all locations provided support to SAP users in learning to use and adapt to SAP. This support comprised of trainings, onsite and offsite support, and troubleshooting. Technical support was also provided to help resolve outstanding issues, in alliance with functional teams at SAP Project Office. Information Security Penetration testing at branch sites: the information security department contributed hugely in that it secured its information network post SAP implementation. It assessed the potential threats which could pose a security risk towards the FFC network and/or the SAP system. Security awareness sessions at branch sites and the Head Office: the importance of information security was imparted to employees everywhere via awareness sessions. Some of the key points covered in these sessions were security risks, threat vectors, hacking trends, etc. More than 200 employees of FFC attended these sessions at their respective sites. Business Model Fauji Fertilizer Company has several important factors at the heart of its business. These have been summed up in a business model, with three components, at FFC. Growth Drivers FFCs growth is primarily driven by exponential expansion in sales revenue, powered by strong demand for our product and effective distribution network all over the country. Efficiency enhancement is our long term goal. We continuously seek opportunities to improve efficiency of our business processes to optimise costs, utilising less to produce more. Our sales are largely cash based, which gives us the margin to effectively utilise available cash resources to fulfil the Companys working capital requirements, and hence minimise external funding requirements resulting in reduced finance costs. 12 What fuels growth at FFC? The retained earnings, which are the result of ever increasing demand for fertilizer. The Company is cost effective, which allows it to reduce dependency on external funding. Our Key Assets Human capital is by far our most treasured asset, directly affecting performance of the Companys business processes, ensuring success every year. Among our most valuable assets is our brand name Sona, which is the soul behind our existence, growth and prosperity. We are continuously investing in our production facilities to enhance operational efficiency and fuel the key growth drivers. Our extensive distribution network extends to all provinces of the Country, ensuring maximum market presence.13 What makes FFC click? Its workforce. Its brand name, Sona, which helped in putting FFC on the map. Investment in production facilities to have lean operations. Strong distribution. How We Leverage Our Assets Our assets in turn are leveraged by our management excellence and our consumer centric approach. Our strategies are focused around consumer satisfaction and quality perfection. The pursuit of excellence in every sphere of operation is our aim which ensures continued success. Our farsighted management strategies are focused on development of our key assets which form the foundation for future growth.14 Success at FFC results from managerial excellence, focus on the customer, no compromise on quality, and a long term orientation. REVIEW OF TECHNOLOGY USED SAP ERP SAP AG (Systems, Applications, and Products in Data Processing) is a German multinational software corporation, which makes enterprise software to manage business operations, customer relations, operations, and record keeping. SAP ERP15 (Enterprise Resource Planning) is an integrated software solution that utilizes and consolidates information from all business functions and departments in an organization. It provides solutions for the following aspects of any business, with the modules in bullet points: SAP ERP Financials Accounts payable/Accounts receivable Financial reporting Risk management/Regulatory compliance Cash flow monitoring Travel management SAP ERP Human Capital Management HR and payroll Labour force analysis Placement/Recruitment and training/Talent management SAP ERP Operations Procurement and logistics Product development and manufacturing Sales and service Operations analytics Implementation On January 10th, 2011, one of the biggest feathers in FFCs cap was the implementation of the SAP, under its transition to an Enterprise Resource Planning (ERP) system. Abacus Consulting was its technical partner and consultant. Initially, SAP was used in tandem with FFCs old system, Legacy, but eventually, the latter was completely done away with. FFC holds the distinction of pioneering the introduction of an ERP system in Pakistan.16 FFCs management went ahead with the idea of SAP implementation believing that it would create value addition in departments of marketing, supply chain, finance, accounting, human resource, and procurement, amongst others. The SAP implementation at FFC was carried out in several phases. Despite the management being satisfied with the entire revamping program, the system is not without its drawbacks. The most crucial of these is that SAP cannot be operated optimally until the user has complete command over its functions. Therefore, consultants and/or specialists are required if SAP has to be fully utilized for its benefits at such an early stage of its installation. SAP ERP consists of several modules and sub-modules, an outline of which appears above. The software takes the information, data, statistics, etc. from all the modules, and combines them to facilitate the organizations decision making, process streamlining, human effort expended, through product design and development, production and inventory control, human resources, finance and accounting. This overall procedure is known as enterprise resource planning, and it is carried out on a companywide scale. If this procedure is carried out correctly, any organization can transcend from its old system to this fully integrated software. The magnitude of benefits to be reaped is huge, e.g. efficient business processes, inventory reduction, and lead time reduction, to name a few. Updates in SAP only need to be done once, and they automatically get implemented company-wide. It provides real time information, reducing the possibility of redundancy errors, shortages, and higher TATs. Areas like s upply chain, procurement, finance and accounting stand to benefit greatly. On the other end of the spectrum, there are the negative aspects. Firstly, the software is anything but cheap. Secondly, it is not just expensive; it is very technical, sophisticated, and intricate. Companies face problems while implementing SAP ERP software, for example, failing to be specific about operational objectives, no orientation towards change, flexibility, and futuristic perspective, and lack of a learning organization. The following sections detail some of the major advantages and disadvantages of using SAP.17, 18 Advantages of SAP Integration: SAP does not focus on or improve individual performance, so the goal of using SAP should be getting benefits from integration. This reduces erroneous data entry and overlapping entries. Flexibility: SAP allows organizations to create their own framework of operations within the SAP structure. This framework dictates issues like access levels of employees, signoffs required at which level, flagged and correct transactions, etc. For example, FFC has the authority to determine which employee can access what area in the SAP structure. Analytical software: apart from being able to keep track of various activities going on simultaneously, both short- and long-term, SAP has in-built analytical features. For example, it can monitor the value chain, and then evaluate when the next shipment or order is due, and time it accordingly. Monitoring, evaluation, decision making, and execution, are all enabled via the usage of SAP, all at once. Disadvantages of SAP Expensive: being able to utilize SAP optimally entails software, hardware, implementation, consulting, training, hiring specialists, programmers, repair and maintenance staff, etc. Employees have to be trained in those aspects of the software that they have access to. The story does not end here, because trainers might leave after training personnel, but the repair and maintenance experts need to be kept on retainer. Other ongoing costs include those incurred for software up gradation. If IT experts or consultants are outsourced, even that increases the labour costs of the organization overall. Hidden costs arise along the way of SAP systems integration projects. SAP projects are expensive enough to begin with. Add to that the burden of additional unanticipated costs, and the corporation can say goodbye to a high ROI. A common example of such a cost is those work items that were not part of the original project plan. These include custom modifications, applying more resources to areas of the implementation that were outside the project plan, etc. Detrimental to user accuracy: software does not have the ability to detect errors, and SAP is no exception. It also falls prey to the carried-forward error. The employees know that once a wrong entry has been made, it will be a part of the entire database of information. This makes employees/users more susceptible to make mistakes. Complexity: due to this feature of SAP, organizations spread out the implementation over a period of time, rather than all at once. The complete implementation might take several years, which also enhances employees skill set in pieces. The time taken for complete integration might become so exhaustive that the managements focus on post-integration planning be pushed into oblivion. The management might just settle for the system integration, and unconsciously avoid what is coming after the integration. Management: project managers, in some instances, have to deal with problems and provide solutions, instead of the users who logged in the original complaints into SAP. The software calls for scope management, which not every employee is capable of. ORACLE E-BUSINESS SUITE Oracle Corporation is an American multinational specializing in developing software for enterprises, with a focus on database management systems. It also has software for enterprise resource planning (ERP), customer relationship management (CRM) and supply chain management (SCM), to name a few.19 The company offered software for the financial aspect of businesses in late 1980s. Now however, its product palette is not just limited to ERP, CRM, or SCM, instead it reaches into areas like warehouse management, human resource, procurement, product lifecycle management, etc. Expansion and growth of Oracles application software business has come about through acquisitions and in-house developments. Oracle resorted to product bundling when it came up with its Oracle E-Business Suite Release 12 (Oracle EBS R12). This version keeps Oracles core database management system technology intact, and the E-Business Suite branches out into several product lines.20 Oracle CRM Oracle Financials Oracle HRMS Oracle Mobile Supply Chain Applications Oracle Order Management Oracle Procurement Oracle Project Portfolio Management Oracle Quotes Oracle Transportation Management Oracle Warehouse Management Systems Oracle Inventory Oracle Enterprise Asset Management FERTILIZER INDUSTRY REVIEW For many developing countries, the focus is on economic recovery after the financial crisis of 2007-08. However, issues of increasing population and rising food prices have made food security a big concern for policy makers as well. The latter two issues are equally, if not more, important for the underdeveloped countries, and Pakistan is no exception. Pakistan is an agro-based economy. The agriculture sector has provided the impetus for economic growth. This can be observed by the fact that it provides employment to almost 45% of the total labour force, in one way or the other. It is a seasonal sector, so there are jobs all-year round. On the reverse side of this picture, income generated from this sector fuels demand for products made by other sectors (industrial and tertiary). This interdependence, so to speak, is indicative of the importance of this sector for Pakistan. Almost 21% of GDP is contributed by the agricultural sector.21 Some major crops and their contribution appear below: Crops Production (kt) 2009/10 Production CAGR 2000/01 2009/10 Yield (Kt/Acre) 2009/10 Gross Value Addition of Major Crops Wheat 23,864 2.60% 1.07 39% Cotton 2,159 1.90% 0.28 22% Rice 6,883 4.20% 0.97 18% Sugarcane 49,373 1.30% 21.2 10% Source: Economic Survey of Pakistan 2009/10 The agriculture sector of Pakistan was adversely affected due to the floods approximately two and a half years ago. They had damaged around 30% of the agricultural area, and resulted in crop losses worth USD 2.5 billion. This flood damage also affected the fertilizer sector. This is due to the evident strong inter linkages between the agriculture sector and the fertilizer industry.22 Crop-wise damage and the area affected are shown in the table below. Crops Affected Area (mn acres) Area Affected Cotton 1.3 17% Rice 1.4 23% Sugarcane 0.4 16% Source: Fertilizers in Pakistan. Demand, Production and Imports. By Eqan Ali Khan, Business Head, Fert and Agri Commodities; Mar 30, 2011 The fertilizer industry in Pakistan is basically an oligopoly. This oligopoly is characterised by 4 major players in the market: Fauji Fertilizer Company, Fauji Fertilizer Bin Qasim Limited, Engro Fertilizer, and Dawood Hercules Fertilizer. A new and fast growing addition is Fatima Fertilizer, of the Fatima Group. If we look at the production of urea by the four companies respective contribution, FFC and FFBL dominate by producing 48% of the total, Engro produces 15%, and Dawood Hercules produces 6%. Almost 20% is imported and distributed through NFML. When we look at the production of phosphorus, a similar pattern emerges. FFC and FFBL stand at 47%, Engro at 28%, Agritech at 2%, RG at 1% and around 22% is imported. C:Documents and SettingsAdministratorDesktopUntitled.png Source: Fertilizers in Pakistan. Demand, Production and Imports. By Eqan Ali Khan, Business Head, Fert and Agri Commodities; Mar 30, 2011 Fertilizer production is concentrated in nitrogenous fertilizers, which comprises 85% of all fertilizers produced in the country. Although other types of fertilizers are also produced in Pakistan, the main reason for this concentration on nitrogenous fertilizers is that its main raw material, i.e. natural gas, is cheaply available in the country. The raw material for other fertilizers such as potassium and phosphate has to be imported.23 Fertilizer is Pakistans most important and expensive input in agricultural production. The contribution that the use of balanced fertilizer makes towards increasing yield varies from around 30 to 60 percent in different crops production. Almost all of Pakistans soil is deficient in nitrogen (N), 80 to 90 percent is deficient in phosphorus (P), and 30 percent is lacking in potassium (K).24 Land used for just one type of crop is facing declining fertility, for the obvious reason that only certain nutrients are being used. When these land holdings are not used in crop rotation, the soil does not get replenished, and productivity for future crops declines. Nutrient Actual (Kg/Acre) Recommended (Kg/Acre) Nitrogen 41 41 Phosphorous 9 20.5 Potassium 0.4 10.3 Source: Fertilizers in Pakistan. Demand, Production and Imports. By Eqan Ali Khan, Business Head, Fert and Agri Commodities; Mar 30, 2011 From July 2011 to March 2012, domestic production of fertilizer decreased by 1.4%. This was the result of the industry experiencing a curtailment in the supply of natural gas, which is the main raw material for producing urea, therefore some urea plants produced less than their production capacity. However, import of urea made up for this slack, increasing the supply of fertilizer by 16.3%. On the consumption side however, this increase in supply was met by a reduction of 4.9%. Screen Shot 2012-11-19 at 11.55.38.png Source: Fertilizers in Pakistan. Demand, Production and Imports. By Eqan Ali Khan, Business Head, Fert and Agri Commodities; Mar 30, 2011 Two major reasons for this reduced fertilizer consumption was the heavy and destructive rains in Sindh province, and the price hike faced by all fertilizers. The price of urea went up by 81.4% in July-March, 2011-12 (as compared to the same period of the last fiscal year). The prices of DAP, CAN and NP also increased by 38.8%, 75.5%, and 45.7%, respectively, over the same period last year.25 Fertilizer Pre-GST Co. to Dealer Transfer Prices (Rs/Ton) Taxation Impact Post GST Co. to Dealer Transfer Prices (Rs/Ton) Urea 20,400 13.20% 23,100 DAP 66,025 19.14% 78,660 MOP 48,200 17.05% 56,420 Source: Engro Analytics The actual price which the dealer faces is truly seen after the tax burden has been accounted for. The differential is huge, as the figures in the table above show. Pakistan is able to produce approximately 7 million tons of urea annually currently. Out of this total, capacity of 4 million tons is dependent upon gas from Mari gas fields, and the other 3 million tons on Sui Northern Gas Pipeline (SNGPL) and Sui Southern Gas Company (SSGC). During 2011, all these plants produced a little less than 5 million tons of urea.26 In the past, gas supply to fertilizer units linked to SNGPL was curtailed in winter. However, last year, units receiving gas from Mari faced 20% curtailment, and the ones getting gas from SGGPL and SSGC faced mandatory closure up to 60 days. In 2012, this mandatory closure is expected to exceed 90 days. The sorry state of affairs can be assessed by the fact that from January 1 till October 31, 2011, fertilizer plants on the SNGPL network received the equivalent of just 3.5 days of gas per week, relative to other sectors, which received 4 to 5 days of gas a week. For the fertilizer industry, gas is an input without which it cannot manufacture urea, whereas for other sectors, it is not an absolute necessity.27 If current levels of gas curtailment are adhered to, industry experts expect urea production to be around 4.8 million tons during 2012. However, this is an optimistic number. Realistically, units will probably have difficulty in achieving even this production level, mainly due to the widening gap between demand and supply of gas as projected by the government. It is pertinent to bear in mind that even if subsidy on gas were to be completely abolished by the Government, Fauji Foundation has under its ownership and control Mari gas fields. In a manner of speaking, backward vertical integration exists, so any adverse change in regulations regarding gas subsidy will not be detrimental to FFCs operations. With the demand for urea forecasted to be 6.3 million tons in 2012, the shortfall is expected to be around 1.5 million tons. This is a very bleak scenario for the economy, since internal capacity is well able to meet this demand. Externally, when imports will be resorted to, they will erode the countrys foreign exchange by USD 600 million, at the very least, based on current prices, and may be even more costly if international prices rise. It is expected that any hike in crude oil prices will automatically escalate urea prices in the international markets. Growing tension between the United States and Iran has already initiated a spiraling increase in global crude oil prices.28 Under consideration is the possibility that urea manufacturers should exercise the LNG import option to meet the shortfall in gas supply. There exist two schools of thought regarding this debate. One says that running plants on LNG is not feas

Starch Hydrolysis Of Amylase

Starch Hydrolysis Of Amylase The purpose of experiment is to observe amylase enzyme in different environment and detect of each environment by helping colour changes. Enzymes are biological molecules that catalyze many different chemical reactions. With few exceptions, all enzymes are proteins and each enzyme is specific to a certain chemical reaction. Enzymes must maintain a specific three dimensional structure in order to function properly. If an enzymes structure is altered (by heat or harsh chemicals) it may not function at all. This breakdown (denaturation) of an enzymes structure may be fatal Amylase Enzyme Amylase, which is commonly found in saliva and germinating seeds. It catalyzes the breakdown of starch. When amylase reacts with starch, it cuts off the disaccharide maltose (two glucose molecules linked together). As the reaction progresses, less starch will be present and more sugar (maltose) will be present.The activity of amylase can be observed by using iodine.Because iodine reacts with starch to form a dark brown/purple color. As amylase breaks down starch, less and less starch will be present and the color of the solution (if iodine is added) will become lighter and lighter. The color change was observed using spot-plates as illustrated on the diagram below. Amylase activity was observed under four different treatments: effect of temperature effect of pH effect of substrate concentration effect of enzyme concentration The Effects Of Temperature Amylase is an important metabolic enzyme. Its function is to catalyze the hydrolysis of starch into glucose. At high temperatures, Amylase becomes denatured, denatured amylase no longer catalyzes the hydrolysis of starch into glucose. EFFECT OF pH: Based on these results, what is the optimal pH for amylase? Is this optimal pH considered acidic, basic/alkaline, or neutral? Why does the activity decrease when the pH is too low or too high? APPARATUS -Starch -Amylase Enzyme -KH2P04 -Na2HP04 -HCI -Heater -Beaker -Falcon tube -Spectrophotometer -Iodine PROCEDURE 1.0.27 g KH2P04 buffer solution PH 5 was prepared with 20ml 2.0.27g KH2P04 PH6 was prepared with 20ml 3.0.27g KH2P04 PH7 was prepared with 100ml 4.0.282g Na2HPO4 PH8 was prepared with 20ml 5.0.282g Na2HP04 PH9 was prepared with 20ml 6.20g Starch was also prepared with 50ml cold water 7. To test amylase activity with PH difference,5ml starch ,5ml buffer(PH5,6,7,8,9 is used each) and 1ml amylase were mixed each other. 8.10min later,0.5ml prepared sample was put into 5ml HCI. 9.At 620nm ,the results were measured at spectrophotometer. 10. Second part temperature effect,5ml starch ,5ml PH7 buffer and 1ml amylase were mixed. 11.Prepared sample was put into different temperature 30,50,70 and 90C. 12.10 min later,5ml HCI was put into 0.5 ml prepared sample. 13.2-3 min later,5ml iodine was added into 0.5ml new sample 14.Absorbance of each was measured at spectrophotometer. OBSERVATIONS In this experiment,we tried to create different environment to examine amylase enzyme activity.The environment differences could be provided by PH differences.Therefore we prepared different medium also different pHs.K2.The graph was gained fÄÂ ±om our results.One of them is a graph that related to amylase activity at different PH.The other one is rela ted to amylase activity at different temperatures at constant PH.With K2HPO4 PH 5.6and 7 were prepared and with Na2PO4 8and 9.Each preparation procedure was applied.5ml starch ,5ml buffer,1ml amylase were added each other and then waited 10 min.After 10min,5ml HCI was added into 0.5 ml sample mixture.In a same way,the mixture for temperature observation was prepared pH 7.And added iodine to end of procedure. Absorbance results were taken from spectrophotometry.This measurement was at 620nm. pH buffer sample with amylase 0.074 0.027 0.026 0.043 0.074 According to the results, The smallest one can be think as a best one.How much enzyme is used is more essential point.If it is less one ,it means starch can not be used adequately.High starch amount means that complex amount is also high.The opposite one shows best activity amylase at smallest concentration.The colour is more light,smaller absorbance could be think as best amylase activity. Temperature sample with amylase 0.064 0.006 0.192 0.130 At 30C the colour is slightly orange. At 50C the colour is extra light like iodine colour. At 70C the colour is slightly purple. At 90C the colour is more purple than at 30C one like orange-purple.At constant PH ,the small concentration ,at 50C.Because small absorbance formed by small complex.It means that amount of starch was decreased also.Best activity is 50C at constant PH. RESULTS Our aim is to be related to activity of amylase.To detect it, we prepared different PH from KHP04 and Na2HP04 by adding acid or base. Usage both of them is related to interval of buffer.After preparation buffer,we measure absorbance at spectrophotometry.At different PH absorbance give also different concentration.If amylase enzyme concentration with sample is small, it means enzyme is used complex is more small so activity of ezyme is best one in there.At different PHs ,smallest concentration is at PH 7.And then we did second part of experiment by using PH7.The chosen of PH7 is related to observation best amylase activity at first part.At PH7 we took sample with amylase enzyme concentration at different PHs.The smallest concentration is at 50C in second part.The concentration is 0.006.The colour is more light like iodine colour.Starch is used with amylase and therefore complex colour is more light also.The amylase enzyme activity is best one at 50C.This measurement is done at 620nm. DISCUSSION AND CONCLUSION Why is measured at 620nm ? Why HCI is used for preparation ? What does Light color mean?How does more heat affect rxn? During experiment ,we want to distinct purpose of experiment by answering these question.In this experiment,we related to effect of different buffer and temperature.We prepared buffers at different PH.KH2P04 was prepared for PH 5 ,6 ,7and Na2HP04 for 8and 9.In first part , at constant temperature (room temperature) sample with amylase concentration was measured.At PH 7,we measured the smallest one.Small concentration means less complex less starch and enzyme is used enzyme activity is high.Our result from measurement at PH 7 is 0.026.As a second part ,constant PH,temperature was changed and then observed the effect of it.At 50 C ,smallest absorbance ( 0.0060 )was found and the colour was extra light.It means more less complex there.In this experiment ,iodine is used to detect starch molecules by observing color change.Iodine and starch were combined and then formed c omplex.The another point is why HCI is used.The acid stops the enzymatic reaction and iodine reacts with starch to produce blue color.Activity of enzyme is also essential.It can be used for denaturation detection.Starch reacts with iodine which is yellow to form blue compound Amax=620nm.The intensity of the blue color can be quantified spectrophotometrically by measuring its absorbance at 620nm.

Importance of Imagery in Hamlet Essay -- GCSE English Literature Course

Importance of Imagery in Hamlet In 'Hamlet', imagery performs three important functions. Firstly, it helps to individualize the major characters of the drama. Secondly, it announces and elaborates major themes. And thirdly, reiterated images establish the distinctive atmosphere of the tragedy and keep the underlying mood of a scene, or of a succession of scenes, before the audience's mind. The crucial dramatic event on which the plot of 'Hamlet' hinges - the murder of King Hamlet by his brother Claudius - takes place in the pre-history of the tragedy, but it is vividly recalled for Hamlet (and for the audience) by the ghost in 1.5. The old king describes in vivid detail how the poison attacked his body as he slept, and how that healthy organism was destroyed from within, not having a chance to defend itself. The leperous distilment, whose effect Holds such an emnity with blood of man, That swift as quicksilver it courses through The natural gates and alleys of the body, And with a sudden vigour it doth posset And curd, like eager droppings into milk, The thin and wholesome blood; so did it mine, And a most instant tetter barked about Most lazar-like with vile and loathsome crust All my smooth body. At two further points in the play's action physical poisoning visually recurs - the poisoning of Old Hamlet is re-enacted in 3.2 by Lucianus and the Player King; and in the final scene of the drama all of the major characters, including the arch-poisoner Claudius himself, meet their deaths by poison. Poisoning also becomes a distinctive recurring pattern in the play's imagery. The individual occurrence in the palace garden is expanded into a symbol for the central problem of the... ...in his hands and philosophises on life and death. Images of animal lust and sensual appetite highlight Hamlet's feeling of revulsion at the adulterous, incestuous relationship between his mother and his uncle. The carnal nature of their relationship is emphasised through a pattern of animal images. In his opening soliloquy the grieving Prince declares his disgust that even an animal lacking reasoning power would have mourned longer for its mate than Gertrude did for her dead husband. O God, a beast that wants discourse of reason Would have mourn'd longer And the pair are imaged by him as pigs in their lovemaking Nay, but to live In the rank sweat of an enseamed bed Stewed in corruption, honeying and making love Over the nasty sty Finally, the bloat king is variously described by Hamlet as a 'satyr', 'beast', 'paddock', 'bat', 'gib'

The Publishing of Written Materials: Newspapers, Magazines and Books :: Publishing Publish Essays

The Publishing of Written Materials: Newspapers, Magazines and Books Publishing as an industry is in constant dialogue - a true back and forth - with the surrounding culture commercially, technologically, and artistically. It has changed greatly since the early 1800's and particularly during the 1900's. These changes have occurred in relationship to evolving aspects of American life, and so the factors one must consider are many: literacy and compulsory education, legal ownership of the actual words to be published, modes of production and distribution, availability of resources such as paper and printing equipment, the ideas which generate the written word, the presence of a reading public and the questions it asks, and surrounding social events - war, money, immigration, reconstruction of the South. A brief early history: Publishing begins in US when Stephen Day issues the Bay Psalm Book in 1640 from his press in Cambridge MA Printing under state control in colonial times, and bookselling seldom an independent vocation before 1850. In the early years of the Colonies, Cambridge, Mass., had the sole privilege of printing, but the monopoly was broken in 1674, when Marmaduke Johnson, who had come over to print an Indian Bible (1663), moved his press to Boston. Gradually others followed - Philadelphia had a press in 1685; New York City, in 1693. It was difficult for the colonial printer, as for any small printer, to produce large works because of a shortage of type; but patronage by the government helped to give his products a dignified style. Almanacs, primers, and law books were the staples of book production; works of theology formed the leading category. Until 1769 American printers bought their presses from England, but thereafter they acquired their equipment and supplies, including ink and paper, do mestically. Books were sold in various ways—by subscription, by the printer himself, by hawkers, and through shopkeepers. Though Massachusetts passed a law against hawkers in 1713, it carefully excluded book peddlers, who had a valuable function in rural areas.

An Report On Darlie Toothpaste’ S Integrated Marketing

1.0 INTRODUCTION1.1 AuthorizationThe CEO of the Haolai Company requested this report on 16, May. The purpose of this report is to provide an analysis of Darlie toothpaste’s current marketing situation and integrated marketing communication program (IMC). It aims to create a new promotional tool to for the target market.1. 2 LimitationsThere’re some limitations in the production of the report. To begin with, there’s not much information about the Darlie’s company can be found in the web. I just can find the Haolai Company is a chemical industry company.Besides, there is also not much information about the Darlie toothpaste in some authority business magazines and books. Sometimes, I just make a realistic assumption. 1. 3 Scope The scope of the report limited to integrated marketing communication in five areas: the current marketing situation analysis, the used IMC program analysis, the IMC plans will be developed, media plan and some recommendations for the Darlie toothpaste.2.0 BACKGROUND2.1 About the companyDarlie is a brand of the world's best oral care products manufacturer which is named Haolai chemical industry. In the 1930, the recipe of Darlie was developed.At the beginning, Darlie’s production and operation is in the Kowloon, Hong Kong. In 1997, Darlie transferred all the toothpaste products from Hong Kong to the Chinese mainland. Today, the Darlie has become one of the best-selling brands in toothpaste market in China and south Asia.2. 2 About DarlieThe main products of Darlie are toothpaste and toothbrush. The concept of Darlie is healthy white teeth and pure fresh breath makes you every day full of confident smile. Darlieh has different kinds of toothpaste according to different effects too satisfy the different needs of consumers.It has four Series: fresh breath, teeth whitening, anti-sensitivity and for children.2. 3 Competitor analysisIn the current toothpaste market, it exits many competitors such as: Crest, Col gate, China, bamboo salt, Amway and so on. Analyzing Crest, it is one brand of Procter & Gamble which was born in 1955. It's famous for excellent high-decay toothpaste. And it is the first to be recognized by the world authority on oral-organization – the American Dental Association (ADA) decay toothpaste. Compare with Darlie, Crest's market share occupy all over the world not just Asia.In June 1996, Crest came to China and after one year, it has already been known by everybody in China. The brand concept of Crest is: ‘keep your smile healthy and beautiful ‘. There are two types of Crest toothpaste: series of healthy and series of whitening. Besides, every type of Crest has different products. For toothpaste, Crest has the similar benefits with Darlie such whitening, fresh breath and so on. But the most famous benefit of Crest toothpaste is preventing tooth decay and protecting tooth effectively. About Crest' s promotion, advertisement on television and internet a re the main ways.But crest has advantages of Darlie, because crest's advertisement is high-frequency.2.4 Target marketThe toothpaste market can be segment into different parts on the basis of geographic, demographic, psychologic and behavior variables. According to Hawkins, Mothersbaugh & Best (2007, p16): ‘Perhaps the most important marketing decision is a firm makes is the selection of one or more market segments on which to focus. ’ Firstly, Darlie toothpaste is in consumers’ good graces in Southeast Asia because of its advanced technology and unique recipe of product.Besides, it is popular in coastland of Guangdong province. On the side of demographic, there are not many people know the brand name and features of Darlie In addition, females will pay more attention on choosing toothpaste than males. In terms of psychological, consumers’ individuation demand is increasing with the development of economy and technology. In other words, consumers pursue ne w feelings, health, white, nature and useful in the modern society. Moreover, young consumers prefer to the multi-functional toothpaste which can provide special feelings like tea fragrance.From the perspective of behavioral, toothpastes are necessary products in people’s daily life and consumers will buy toothpastes routinely. Besides, young consumers will choose the new products and abroad brands because of their individuation demand. Furthermore, spinsterhood will buy fewer products once than married people and promotion methods affect consumers heavily. In this report, the target market focus on the consumers who like the tea fragrance and want to fresh breath.2. 5 The Darlie toothpaste's positioning strategyThere are five competitive advantages for Darlie. Firstly, it has a good management system. Darlie encourages its employees to innovate with a reasonable remuneration and reward. It can motivate the employees to work out the new technology to enrich the products. Seco ndly, Darlie is good at research and development. As the needs of consumers are changing quickly, so it often makes the change of products like in quality, style and shape, and it continue to introduce new products to meet customer needs. In addition, Darlie has a strong channel advantage.It not only has distribution channels and end-channels, but also has a geographic strategy, so that it can sale the products through different ways in different areas. Besides, quality service is another strength for Darlie. The good service will shorten the checkout process and satisfy the consumers’ needs, and then makes the customers have a good memory to the products. Last but not the least, freshen breath is Darlie’s important characteristic. Many people think that freshen breath is an important function of toothpaste (2011).The main function of Darlie toothpaste is breath fresh, so that it will have a fixed group customer.3.0 IMC PROGRAM3. 1 The promotional elements mixThere are six elements in IMC mix: advertising, sales promotion, personal selling, publicity, internet marketing and direct marketing. Darlie uses three elements of promotional mix in current market, which is advertising, sales promotion and internet/interactive marketing. Firstly, advertising is Darlie's main way of promotion. It uses mass media such as TV, radio, magazine, newspapers to attract consumers. The most important promotional tool of Darile is TV advertisements.Darile input much money in inviting stars as its spokesperson. Besides, it also spends a lot of money on broadcasting TV advertising. For Darile, advertising is a valuable tool for targeting mass consumer market. Secondly, in the promotional mix is sales promotion. Darile also has two major categories: consumer-oriented and trade-oriented activities. In supermarket, businessmen always use coupons, samples, premiums, rebates, contests to stimulate short-term sales. And in the current, Darile has many different selling ways such as wholesalers, distribution, and retailers.The third variable in the promotional mix is interactive/ internet marketing, which changes by the development of technology. For Darile, in traditional market, consumers only get information from advertising and buy toothpastes and toothbrush in supermarket and stores. But now Darile advertise their products on the websites. Consumers can purchase the products on the Internet or by the telephone. Then the products can be de lived to your home directly. Besides, if the consumers have some inquiries or questions, they can call the customer service Hartline or in online message.The interactive/internet marketing brings many advantages to Darlie's promotion.3. 2 The low-involvement hierarchyAs toothpaste is usually used in people’s daily life, so Darlie is belonging to the low-involvement hierarchy of customer response process. The sequence of low-involvement hierarchy is learn-do feel. It means that the involvement in buying Darl ie is low and the customers are viewed as passing from cognition to behavior to attitude.3. 3 IMC objectivesDarile has three promotional mix elements are being used for IMC objectives based on the response process.As Mothersbaugh & Best (2007, p 8) explans:'Integrate marketing communications involves coordinating the various promotional elements and other marketing activities that communicate with a firm's customers. ‘ At first, advertising is a valuable tool for building brand equity. Darile’s advertising transfer the name, logo, symbols, design, packaging and performance to consumers. Because Darile is low-involvement hierarchy of customer response process, it needs faithful relationship to repeat purchase. Secondly, sales promotion is a shift marketplace power from manufacturers to retailers.People can buy Darlie's products in local retails such as Wal-Mart. And the retailers have more promotional tools than manufacturers to sell. Thirdly,The business of Darlie chang e from traditional market to Internet with the rapid growth of technology. Besides, traditional media advertising in TV or broadcast is replaced by internet advertising.4. 0 DEVELP THE IMC PLAN4. 1 New promotional toolPersonal selling is as a new promotional tool for Darlie toothpaste. Unlike advertising, personal selling is face-to-face communication between buyers and sellers.In this report, the target consumers of Darlie is people who like tea aroma and want to fresh breath. The Personal contact in selling focuses more on consumers’ specific need or situation than other promotional tools. Sellers can communicate with the target consumers through telephone, QQ, MSN and email to know their needs and give services. It is more flexible and convenient. Besides, Personal selling also is good to get feedback to modify the types of products according to different needs. For example, if the person has Gums bleeding, sell g the Anti-allergic Darlie toothpaste.And in this way, it can build loyal customer relationships and Brand loyalty.4. 2 Major selling ideaDarlie’s ideal market share occupy overall all the ages of the consumers. But In current intense toothpaste competitive market in China, it is impossible. Comparing with the other competitor such as Crest, Amway, China, the central theme of Darlie toothpaste is ‘fresh breath’. And the target market is the person who like tea aroma. Before selling, sellers can make a questionnaire for analyzing the toothpaste market. Darcie can develop specific taste and efficacy of toothpaste, according to the customer's dental health and taste preferences.And the seller s also needs to provide good after-sales service for audiences. They can send some new samples; tell them some knowledge to protect teeth, and how to brush teeth correctly.5. 0 GREATIVE STRATEGY5. 1 Implementation of the creative strategyThe creative strategy including: advertising appeal, execution style, creative tactics, and media veh icle can be used in development and implementation of an advertising message. Advertising appeal has two categories: information/rational appeals and emotional appeals.In order to emphasize the Darlie toothpaste’s feature of fresh breath and transfer the fragrance of tea of Darlie toothpaste to the consumers, information/rational appeal of advertisement is better. Using the advertising appeal, people will know more about Darlie toothpaste not only the brand name but also the specific feature. The creative execution style of the Darlie toothpaste is direct and concise. When people see the advertisement at first glance, they can recognize the brand of the Darlie toothpaste. And it is also beautiful, which make people feel fresh and cool. Creative tactics is used to design the actual advertisement.It has two different types: for print advertising and for television. In this report, the picture is designed for print advertising. Firstly, the background of the print is Danas. And in spring morning, fog around the Danas, which makes people feel fresh. Secondly, it uses the direct headlines, ‘Daile toothpaste, and the fragrance of tea’. It is in the top of the print, which is not very big. As Mothersbaugh & Best (2007, p 311):' they are often more effective at attracting reads’ attention and interest because they provoke curiosity and lure readers into the body copy to learn an answer or get explanation. On the left of the words, it is a small teapot. And on the right, it is a new design Darile toothpaste.The Chinese ‘cha xiang’ and English words ‘the fragrance of tea’ print on the body of the toothpaste. It also has the symbol of Darlie, a head portrait. Secondly, in this print, the body copy is the main point. The picture shows that a toothbrush sends out a ray of tea aroma. And the most important is that the tea aroma uses a figure of teapot. And in the teapot, it prints One Chinese word‘cha‘which is written by Chinese style. This advertisement can be used to two media vehicles, the print media and the support media.Magazines and newspapers are two types of the print media. And there are many types of the support media, like outdoor advertising, aerial advertising, transit advertising, promotional products, and yellow pages advertising and so on. The designed picture can be enlarged or narrowed according to different sizes.5. 2 Evaluation of the creative strategyIn this report, the target consumers of Darlie is people who like tea aroma and want to fresh breath. And Darlie toothpaste is belonging to the low-involvement hierarchy of customer response process.It means that the involvement in buying Darlie is low. Besides, Haolai Company is not as well-funded as Procter & Gamble. So it does not have enough funds to input in advertisement. So this creative strategy for print advertising has its own advantages and disadvantages. First at all, the tea fragrance of Darlie toothpaste i s one of the most important advantages. It is a specific smell and taste which other toothpastes have. It has good effects on creating awareness among the target market. Besides, the advertisements on magazines can be accepted by consumers more easily.Most audiences pay much attention to the magazine when they read it. Toothpaste is a low-involvement product, while magazines can express the information about the product to the target market effectively. In addition, it saves the cost. It does not need Celebrity endorsements and TV ads, which is expensive. While there are also some disadvantages. One of the disadvantages is current market saturation. Too many companies select to use advertising medium. The Darlie toothpaste’s promotional products may be ignored by consumers. Besides, TV ads appear more frequent than print adverting.The print ads can not impress the consumers repeat by repeat in a short time. Moreover, it lacks of the effect of celebrity, which make low brand l oyalty.6.0 CONCLUSIONSAfter analyzing the current market of the Darlie toothpaste, it can be concluded that:6.1 The current marketing situation of Darlie toothpaste, the including the background about the company, market share, the introduction about the product , competitive analysis, the Darlie toothpaste’s target market and Darlie’s positioning strategy.6. 2 Three promotional elements of the IMC mix have been used in the report.Advertising, sales promotion and interactive/ internet marketing, the IMC program such as the low-involvement hierarchy and the Darlie toothpaste’s IMC objectives have been discussed in the report.6.3 Developing the Darlie toothpaste’s IMC plan. New promotional tool and major selling idea has been made.6.4 Implementation and evaluation of the creative strategy7.0 RECOMMENDATIONIt is recommended that:7. 1 As a low-involvement product, the company should pay more attention to the brand when advertising on mass media.7. 2 Personal selling is as a new promotional tool for Darlie toothpaste.The company should strength the communication between consumers and sellers.7. 3 Free samples and bundling can be used. And the company can promote the toothbrushes in the supermarkets by setting an experience place for attract more consumers. The company should develop specific taste and efficacy of toothpaste, according to the customer's dental health and taste preferences. Besides, good after-sales service for audiences is necessary.7. 4 The new creative strategy for print advertising can be used. It can build the Darlie toothpaste‘s image of fresh breath.