1984 First Five Chapters Summary Essay

Readers are introduced to Winston Smith, his living situation which although called Victory Mansion is not lavish; it is a run-down apartment complex. Readers are also introduced to Big Brother, the government’s authority figure and figurehead for the Party. The telescreen always watches its Party Members, looking for traitors among them. Winston brings out a journal, out of view of the telescreen, because it is considered an act of rebellion against the Party. He writes about the films the Party makes, the dark-haired girl from work and O’Brien, someone he believes is against the Party. Winston believes the Thought Police will knock at his door, but it turns out to be Mrs. Parsons, his neighbor. Winston helps her with the Parsons’ plumbing and her children accuse him of thoughtcrime. Her children are upset that they couldn’t go see the public hanging. He goes back to his apartment and hides the journal. Winston then dreams of his mother and a sinking ship that he feels responsible for. He then dreams of a Utopia free from the Party where he is with the dark-haired girl from work. He wakes up to a whistle for the â€Å"Physical Jerks†, the Party’s regulated physical exercise. Winston is yelled at from the telescreen by the exercise manager. After the â€Å"Physical Jerks† Winston goes to work at the Ministry of Truth where he updates Big Brother’s orders and Party Records so what Big Brother says is always true. He makes up a story about a fictional person, Comrade Ogilvy, as a ideal Party Man who died. Winston then meets up with Syme, another Party member who revises the Newspeak dictionary. Syme talks about the aime of Newspeak is to erase words. Winston knows the Syme will be vaporized because he is too intelligent. Parsons, Winston’s neighbor, visits Winston to get their apartment’s dues. Parsons laughs about how his children treated Winston the previous day. The Ministry of Plenty announces an increase in production but Winston knows the increase is actually a lie. Winston believes he is being watched by the dark-haired girl, who he thinks is a Party agent. Chapter 1-5 Responses 1. I like Winston so far even though he seems very weak, which is just a result of the Party’s oppression. The Party seems to be everywhere, impacting everyone. 3. The movie, The Truman Show, is based off of the movie 1984 in the way that someone is controlling and watching over the protagonists lives. They have no privacy or choices. 6. I was very surprised that the exercise manager called out to Winston. Up until that point I believed the Party always watching was a scam to making people follow the Party. 7. I would like the next chapter to develop into Winston investigating the Party and trying to rebel more against them.

Chaser

Philosophy 6: Ethical Issues in Business Midterm Essay Chase Novak Dr. Parker Need or Greed? New Protocol: How Drug’s Rebirth as Treatment for Cancer Fueled Price Rises Immanuel Kant-Kantian Deontology John Locke- The Justification of Private Property Adam Smith-Benefits of the Profit MotiveMilton Friedman- The Social Responsibility of Business Is to Increase Its Profits Thesis: An examination of the case study New Protocol: How Drug’s Rebirth as Treatment for Cancer Fueled Price Rises relies heavily on a keen understanding of the social and economic implications of a capitalist system, and once taken into account it is clear that Celgene Corp. is justified in raising prices based on the business market philosophies asserted by Adam Smith, Milton Friedman, Emanuel Kant, and John Locke. Word Count: 1690Perhaps the most difficult situation in business arises when the indigent desire the product being sold. Political pressure is often put on the company to lower prices in order to accommodate the less fortunate consumer, however, this is in direct conflict with the company’s paramount goal of making the largest profit possible. Issues are increasingly complex given the supply-demand aspects of society and the incentive for production. For these reasons approaches to business that emphasize profit over availability can indeed help society in many ways.Upon the question of ethics one must view the entire market as a whole and the benefits of competition when deciding a fair price. An examination of the case study New Protocol: How Drug’s Rebirth as Treatment for Cancer Fueled Price Rises relies heavily on a keen understanding of the social and economic implications of a capitalist system, and once taken into account it is clear that Celgene Corp. is justified in raising prices based on the business market philosophies asserted by Adam Smith, Milton Friedman, Emanuel Kant, and John Locke.Celgene’s decision to raise prices is complex and though at first glance may appear to be fueled by greed it is in fact a necessary and beneficial step in Celgene’s continued production of the medicine thalidomide along with researching other medical advances. Celgene Corp. ’s decision to incrementally raise prices is justified by Adam Smith’s free market philosophy in which he describes competitive production as the main force behind societal development and improvement. Though there has been little affect to the cost of production for thalidomide, the nature of free market production dictated the rise in price.This, according to Smith is a natural element of the free market, â€Å"As every individual [†¦] endeavors as much as he can both to employ his capital in the support of domestic industry, and so to direct that industry that its produce may be of the greatest value, every individual necessarily labors to render the annual revenue of the society as great as he can† (Donaldson, 167). In t his quotation, Smith is explaining how every individual’s personal strive for success, in the form of production, helps to improve society as a whole.If each individual’s ultimate goal is to increase their wealth, and if increased wealth is sought through improved production, then the competition for wealth will undoubtedly result in improved production. Improved production can mean either cheaper manufacturing, resulting in lower costs for the consumer, or a better product, which will also help society. Smith continues on to say that this competition is self-perpetuating and that the profit made off of production is reinvested to further improve manufacturing. Evidence of this can be observed in the Celgene Corp. aising of prices on thalidomide which resulted in, â€Å"The ability to [†¦] fund the pharmaceutical industry’s research and development programs, which bring new medicines to patients† (Donaldson, 151). This can be further proven by the fa ct that Celgene’s R&D department uses almost half of the company’s revenue (Donaldson, 154). In this example, Celgene is able to provide consumers with newer and more effective medication as a result of its competitive pricing of thalidomide. Though many critics of Celgene would call the corporation’s decision to raise prices a genuinely greedy and selfish act, Smith sees nothing wrong with such a move.On this issue Smith states that an individuals self-centered motives often improve society: â€Å"By pursuing his own interests he frequently promotes that of the society more effectually than when he really intends to promote it† (Donaldson, 167). Given Celgene’s perceived self-centered actions, Smith would note that this type of free market behavior is positive and is guided by an â€Å"invisible hand† which helps such behavior to be beneficial to society as a whole. The next philosopher to be examined would argue that the â€Å"invisible h and† that Smith speaks of is indeed separate from the political realm.Milton Friedman continues with Smith’s line of logic as he asserts that the chief concern of the businessman must be to make a profit under socially acceptable means and that the defining of â€Å"social responsibilities† must be left in the political sphere. Celgene’s chief executive, John Jackson, was the primary force behind the company’s decision to raise prices. Jackson’s actions are perfectly ethical according to Friedman who writes, â€Å"What does it mean to say that the corporate executive has a â€Å"social responsibility† in his capacity as a businessman?If this statement is not pure rhetoric, it must mean that he is to act in some way that is not in the interest of his employers† (Donaldson, 35). Jackson answers to a board that represents the stockholders of the company and it is his ethical obligation to them to make a profit. Celgene was losing m oney until 2002, which obviously necessitated an increase in price (Donaldson, 153). Jackson’s move to incrementally increase the price of thalidomide was not unethical because he has an obligation to stockholders to deliver a profit.Furthermore, Friedman asserts that it is not the corporate executive’s job to act as a moral entrepreneur as he is ill fit to do so. Friedman stresses that calls for executives to act â€Å"socially responsible† are unethical as socially impactful decisions, such as price adjustment, must be left up to publically elected officials with knowledge of the social and economic implications of such actions (Donaldson, 36). Friedman makes a vital point as it explains that the social responsibility falls on the public and its publically elected officials to enforce social justices through legislature.Therefore if the public desired Celgene to lower prices of thalidomide then it must require it to do so through law. Furthermore since no law exists requiring Celgene to sell thalidomide at a certain price, then Celgene is perfectly ethical and justified in raising its prices. If executives like Johnson adjusted prices according to their personal beliefs then huge portions of society would be heavily affected by such decisions and thus the public should reserve the right to solve such social dilemmas through democratic means in the form of law.Emanuel Kant’s philosophy of the â€Å"categorical imperative† also works to ethically justify the pricing of thalidomide by expressing the need for a universal standard of ethical practice. Though Kant would most likely desire a socialist utopia or at least complete universal healthcare, neither is realistic in the present day. In a Kantian society individuals would want free healthcare for everyone. No ethical issues would be in question if everyone received their entire healthcare for free.The result is a derived understanding of his categorical imperative, which ex plains a desired scenario in which on party acts onto another party in the same manner he himself wishes to be treated (Donaldson, 112). In this sense, under a capitalist system, Celgene is responding to the market by acting accordingly and raising its prices to increase production. The most basic element of ethics lies in John Locke’s philosophical explanation of product ownership and it works to prove Celgene’s right to raise its prices.At the very heart of business is the ownership of a private property which one elects to sell for a profit. According to Locke, God made the earth for man to exploit for his personal needs and thus it is logical that some men will not have common ownership of the land (Donaldson, 158). Locke’s philosophy on private property explains that man has the right to own property and that he alone can chose how to use his property. Using this justification, Celgene’s ownership of thalidomide entitles them to price it at any rate it sees reasonable.Moreover this justification is ethical because it comprises the sole force behind production. If corporations like Celgene cannot retain the right to ask for their own price for the products that they produce then there exists no incentive to produce. As a society we cannot force companies to produce essential information, technology, or medicine without an incentive. That is not how society works. Rather, our society is functions under an incentive-based system, which uses competition to provoke the best and brightest to produce the most important products for society’s use.If Celgene was made to sell their products at a price convenient for the consumer but crippling to the manufacturer then production would decline and society would falter. Thus to ensure continued production and quality corporations such as Celgene must be allowed to conduct business according to their best interests with regard to price. Society hinges on the expectation that companies will provide the food, goods, and medicine that it requires to function, however, certain elements must be in place in order to ensure the continued production of such commodities.As explained by Adam Smith, Milton Friedman, Emanuel Kant, and John Locke, society is improved by a free market system in which revenue from production is poured back into production to result in the overall improvement of society as a whole. Though some may see a raise in price as unfair, one must view such circumstances from the standpoint of the corporation, as business is a constant back-and-forth between the consumer and producer.The overarching ethical theme of the case study focuses on the need to provide the medical sector with the necessary profits to continue its research and development programs in the efforts of advancing the entire field for the betterment of society. This is surely an ethical endeavor. Works Cited: Donaldson, Thomas, and Patricia Hogue. Werhane. Ethical Issues in Business a Philosophical Approach. Upper Saddle River (N. J. ): Prentice Hall, 2008. Print.

Broken Windows Theory Essay Example for Free

Broken Windows Theory Essay The â€Å"broken windows† theory as explained in the article; which holds that physical detoriation and an increase in unrepaired buildings leads to increased concerns for personal safety of residents and a rise in the crime rates, is an applicable theory for the conditions in the inner cities. I believe it also can apply to the current conditions in some suburban areas that are degrading, such as the local town of Norristown where I grew up. Norristown up until the 1960’s and the rise in drug use, was peaceful little mini-city in the suburbs of Philadelphia. Growing up in Norristown, my father would tell me stories of neighbors taking care of neighbors during tough economic times, and even fearing getting in trouble because everyone in the neighborhood would hit him before he got home to his father. The area hangouts were always clean and peaceful, and the houses were up kept. There still was crime, but it wasn’t always violent or prevalent. That all changed in his estimation by the late 1960’s. The drug culture entered into the area, and houses started to become run-down due to numerous squatters living 10-15 at the time in them. Area hangouts became dangerous, and he said they would have to literally fight other groups to be allowed to use the basketball courts. Violent crimes with weapons rose, and so did murder. During the 1970’s and the 1980’s, older residents began moving out in droves despite the Council’s attempts to institute tougher crime-fighting tactics. By the turn of the 2000’s, many neighborhoods looked rundown and were dangerous. I was born in Norristown in 1986 and lived there until my parents were able to move out in 1998. Drugs were rampant, crime was bad, and my mother never let me leave the house without someone older and trustworthy escorting me. If you took the time walking down in the neighborhoods, which we did a lot to get to school, you noticed many of the things mentioned in the â€Å"broken windows† theory breakdown. Many houses had broken windows, graffiti, and were the hangouts for drug users. Squatters were as prevalent as they were in the late 1960’s, with anywhere between 10-20 adults of all kinds of races living in the houses and dealing drugs. The police couldn’t do anything without getting shot. A lot of officers were harmed, and the drug operations to try and stop the flow of drugs from Philadelphia and Camden, NJ were hardly successful. I personally saw two of my cousins fall trapped to both sides of this dichotomy, one became a narcotics officer who was forced into retirement due to being shot in the back by a drug dealer, and another cousin is spending the next 25 years in prison for drug trafficking and the sale of cocaine. Gangs and drug dealers began coming from Philadelphia to establish â€Å"satellite† branches of their operations. People began putting bars on their window s due to the break-ins, community events kept getting cancelled, and the sound of gunshots became normal. By late 2004, the Council in Norristown decided to take action. Rundown houses were boarded up and condemned. Cops were brought in from outside jurisdictions to train the Norristown police on how to run better undercover drug sting operations. Crime was reduced, but murders were still high. The Council also sought out one thing they didn’t before, outside investment by companies to revitalize sections of the town. With these steps, Norristown has begun to improve, and so has the feelings of safety for the local populace. However, Norristown has decades of decay to combat, which will take time. If only they had looked at the â€Å"broken windows† theory they could have fixed this years ago. Broken Windows Theory. (2018, Oct 20).

Proliferation Research Paper Example | Topics and Well Written Essays - 1000 words

Proliferation - Research Paper Example In the year 1993, the inspectors from IAEA were denied access to the North Korean sites. Specifically they were denied access to two sites, (Mozley 101). In the same year North Korea withdrew from NPT and made it harder for the IAEA to conduct its affairs, (Cronin 57). In 1994, the United States of America had bilateral negotiations with North Korea and agreed of a framework. This framework demanded that North Korea freezes its plutonium for ten years. It was also to allow IAEA inspector into its sites, (Smith 20). This was to confirm that it is as willing to freeze the plutonium. It turned out that both countries were never satisfied with the agreed framework, (Khan 133). The agreed framework collapsed later when the president of United States, George Bush, ascended to power in the year 2001. North Korea announced in the year 2009 that it had come up with nuclear weapons. It is estimated that North Korea posses a small cache of elementary and basic nuclear weapons. North Korea has a substantive arsenal of nuclear weapons, (Mozley 101). North korea has been part of NPT up to 2003. North korea withdrew from the treaty after blaming the united states for what it called betrayal, (Cronin 57). The treaty had a major assignment. It was also meant to normalize the relationship between North Korea and other countries. Eventually, this would help North Korea to have got some energy assistance from other countries. In the year 2006, the month of October, the government of North Korea, announced that it had conducted its first nuclear test, (Khan 133). The Japanese seismological authorities together with the United States geological survey confirmed there was an earthquake of a 4.3 magnitude. This tended to be consistent with claims that the nation of North Korea made, (Chinoy 90). In April, the year 2009, there were reports to the effect that North Korea had become a fully fledged nuclear power state, (Mozley 101). This opinion was shared by Mohamed Elbaradei, the gener al director of the IAEA. In the following month of May, 2009, North Korea did conduct another nuclear test, (Khan 133). This time around an earthquake of 4.7 magnitudes was detected. On may 25 2009, a test of nuclear weapon was conducted by North Korea. This time it was a second test. The location of the test was not revealed. This second test involved a nuclear weapon whose magnitude was the same as that of the atomic bombs dropped in Japan during the Second World War. North Korea did not stop at that. It went ahead to test two short-range missiles. This was reported by the South Korean news network, (Chinoy 90). In July 2011, a key person in Pakistan’s nuclear weapons program Abdul Khan, made allegations to the effect that north Korea had fully gained access to the Pakistan’ nuclear technology. This was in the late 1990s. This happened through bribing top Pakistan’s officials. However, the allegations were denied by Pakistan’s authorities, (Smith 20). M r. Khan said that he had assisted in transferring three million US dollars to senior military officers in Pakistan, (Chinoy 90). In the year 2012, a report by the United Nations council showed that between May 2011 and 2012 there was no violations reported with regard to the sanctions imposed to North Korea, (Cronin 57). This concerned with the dual technology involved in making ballistic missiles and nuclear weapons. Sanctions have had some success in stopping North Korea from

The Moral question of legallizing Marijuana Research Paper

The Moral question of legallizing Marijuana - Research Paper Example The rising numbers of people who are addicted to marijuana bring forth the severity of the problem. But, apart from these common but dubious modes, one of the positive but underrated ways in which Marijuana can be used is in the form of medicinal drugs to treat many health ailments, which cannot be optimally treated by other drugs. So, the moral question here is whether it right to overlook the negative effects of Marijuana, legalize it and use it for medicinal purposes. That is, although Marijuana has negative effects, it will be negative only if it is used in excessive and extreme manner. However, the other perspective is, using Marijuana aptly and positively will save many lives and eliminate their sufferings. So, this paper will focus on this contemporary problem, making a case that would be just to legalize Marijuana. Although legalizing Marijuana will bring financial advantages to the state coffers, the main crux based on which it should be legalized, is its use for medicinal purposes. So, this paper will argue for legalization and will justify such a measure by listing out how it can be used to treat many medical aliments, thereby providing a moral justification. Legalization of marijuana has been an issue of contention of late with some arguing that legalization is good and others opposing it completely. The sparkle to kick-off the debate was thrown when San Francisco Assemblyman Tom Ammiano, instigated a legislation to legalize marijuana in California (Sabatini, 2009). This in turn has attracted diverse dimensions with some big names like California governor, Arnold Schwarzenegger, once a staunch opposer on the move, coming out publicly to accept that the time is now that lawmakers should exclusively debate the issue considering the economic aspect of marijuana trade as the downturn continues to bite (Sabatini, 2009). Over 500 economists including well known Friedman, Nobel Laureate

The role if Integrated Management System in Developing Inventory Dissertation - 1

The role if Integrated Management System in Developing Inventory Management system in Government Sector - Dissertation Example The government sector in UAE is in the integrated management system primary poses for assisting their store division that effectively processes related tasks of operation.The integrated management system helps to developing and improving any existing gaps and weaknesses when the application is utilized to being tailored to each department process tasks. The gaps and issues related to safety, building developments, staff quality, and the transferring of data that meets international standards sets the level of needed achievement. The weaknesses in proficiency meeting internal practices with sufficient resources can continue the lack of productivity to transferring data or materials from one point to another. This can cause a risk associated to cost that without an integrated management system in place to monitor and detect failure to meeting standards and negatively hinder the organization for progressing. The pursuit for organizations relates to having proficiency in their integral m anagement system that prevents lapse of coverage to processing tasks within certain daily practices. The review of the company internal processes in select departments offers a vantage point of identified gaps, such as, safety issues, building development, staff quality, material requisitions, and material transfers. Thus, the defined element of concern to address such gaps of issues are notion to structure the integrated management system in a way that adapts to each department needs for proficiency. This is key to solving the problem identified of slow responses from the government store division to the targeted consumer, in the ability, to structuring the technology resources effectively that limits overall associated risks. The aim is the achievement of objectives that arise from its polices with reference to a specific sector of the business. Further, the mission of having a combination of processes and practices that are used within an organization to aid the implementation of the organization’s policies provides a lasting impression to business model for efficiency. The goal is in reviewing the slow responses of productive processing of tasks that are mirrored - to certain integral management systems capabilities in the delivering of objectives that arise from these policies, is known as Integrated Management System [Def.] In the identification of risks the business processes in Operational Risk [Def.] are categorized into four areas: 1. Quality- risk of supplying the customer with a different product or service 2. Safety- risk associated with the supply of an unsafe product/service, or workers getting injured during production 3. Environment- risk of producing a product that could be harmful for the environment and/or the consumer 4. Security- risk involved with being associated with criminal activity during the provision of a product The core investment in business relates to the managing the resources that improves the overall profitability of the organization. Therefore, the needs is to having a huge cash flow constraint is imperative for the organization to optimize inventory using the analytical and statistical methods applied by an integrated approach. Respectively, the optimizing inventory is an output of many inter-organizational processes that making it one of the major challenges can hinder on reaching a desired outcome. The pursuit for the organization to lower service levels often it has been noticed that company’

Theories of Policy Process Essay Example | Topics and Well Written Essays - 750 words

Theories of Policy Process - Essay Example The theory implies some policies can only change if certain restrains like stickiness and stakes of an institution are available. Policies are categorized into long-term policies and short-term policies. An example is if the country’s constitution states that a president should rule for two terms it is very difficult to implement a new policy, which suggests that the president must rule for one term, or three terms. Punctuated equilibrium theory seeks to explain simple observations like political processes. Political processes are continually associated with incrementalism and stability; they rarely produce large-scale departures from the past. Most policy areas experience stasis even though a crisis can occur. America is experiencing large-scale changes in policymaking and politics. Some Government programs can be altered in order to accommodate change. Strengths The theory includes periods of stasis or near equilibrium. In the event that an issue is seized by a subsystem and periods of disequilibrium, then a macro political agenda occurs. A macro political agenda can advance to the extent of causing changes in the policy process. Therefore, according to this theory small changes result in large changes. Weakness The theory is only applicable to situations facing stasis or equilibrium. In the event that there is no equilibrium variables and need for change, then the policy fails to exist. The Stage Heuristic Theory The theory states that the best way to study policymaking is to break it down to stages.

Quality of Food Essay Example | Topics and Well Written Essays - 2500 words

Quality of Food - Essay Example Similarly when it comes to food products, customers normally prefer the quality of food and its taste. As the world is growing, people are demanding more and more changes in their living, eating and dressing habits. They are demanding not only for the low cost items but also demand to purchase a good quality product. When it comes to food products, consumers show a more sensitive attitude to buy a reputable product. The reputation of a food product is based on the quality and safety of the product. The reputation of a food product is mainly set up by the highest customer satisfaction and positive attitude towards the product. As found by Dickinson, Hobbs and Bailey that consumers of food products are willing to pay even more than the normal price only if they are assured that the food has passed the normal quality attributes. This paper would further explain the role of quality assurance in achieving the highest customer satisfaction and confidence in the food industry. Quality of a product depends on a number of factors like the selection of unprocessed material, processing techniques, packaging, techniques of storing material, security of sensitive products etc. All these factors may have a great positive or negative affect on the quality of the final product. Quality can be defined as a certain factor which exposes the degree of superiority of a product. The word quality has a greater role to play when it comes to food. Quality of food is dependent upon the phases that the food passes from and if or not the food is desirable to eat after passing through the different stages. ' Quality assurance is the concept which denies the concept that a good final product can be produced by a low-quality or poor raw material. In the food industry, it is believed that effective procedures must be used and carefully practiced to preserve the actual quality of the raw material. In simple words, it implies that useful procedures may help in saving time and reduce the normal losses (for example, Material wastage while transferring it from one process to another), however, no effective processing may improve the quality of raw material and hence of the final product. Quality assurance is necessary for the thriving progress of business and its goodwill. In order to make their distinguishable standard in the food industry, owners are required to maintain a constant standard of their products. Quality control bears importance as its aim is not just to produce a product which achieves the standards of quality which is already available in the market but also to maintain that quality in each piece of its product. Quality assurance sets its standards and then promises the customers to maintain and develop it throughout its business life (2). The point to ponder is that in the food industry the major step, to control the quality of food, can only be taken before putting the raw material in its first process. Once the raw material is added to the process it becomes difficult and almost impossible improve its quality. Quality assurance requires proper quality check from the very beginning of the production process. Without quality inspections at several stages it is impossible to assure the quality even after using the best possible way to reduce the cost price. Quality is

Climate change Dissertation Example | Topics and Well Written Essays - 2000 words

Climate change - Dissertation Example There is some disagreement in the literature about the percentage of emissions caused by each sector. Whitaker (2007, p.62), for example, produces a very conservative estimate for transportation fuels, of just 14% of total emissions. Nevertheless, even Whitaker’s figures make clear that urban communities are producing unsustainable levels in other areas – for example, power stations to supply their energy are held responsible for 21.3% of greenhouse gas output, 10.4% are caused by residential and commercial sectors, and a further 3.4% is caused by waste disposal and treatment. The provision of the latter on a large-scale in only necessitated by the large-scale existence of urban settlement patterns. International trade, travel and a growing dependence on motor vehicles has made transportation one of the major sources of greenhouse gases. The growing numbers of people living in urban communities make a major contribution to this. As well as travelling between cities and within cities, they do not, of course, produce their own food and drink. Therefore, all of the necessities of every day life, and much else besides, has to be imported to the urban environment, at great cost to gas emissions. As was pointed out by several sources, the Kyoto Protocol – the landmark international agreement on reducing greenhouse gas emissions, did not apply to emissions from international trade and transport by air and sea. Furthermore, as urban settlements grow and sprawl into the previously rural hinterlands, the distances which need to be traversed within cities become greater, which leads to increased ownership of cars and motorbikes. In the United States, for example, 92% of households own at least one car, and transport is the second largest contributor to US gas emissions, and, perhaps more worrying, an astonishing 35% of the world’s total (Dow & Downing, 2007, p.46). The United Kingdom has seen similar patterns, with car journeys increasing by 9% between 1997 and 2004, and expected to grow by a further 26% between 2000 and 2010 (Department for Transport, 2005, p.10). Some sources took a more literary approach to the problems of climate change and urban sustainability, such as the use of a quote from Ehrenburg, penned in 1929, presaging the destruction wrought by the motor vehicle: ‘the automobile†¦can’t be blamed for anything†¦It only fulfils its destiny: it is destined to wipe out the world’ (1999, p.175). Compared to the alternatives, such as using bicycles, trains and buses, which are relatively energy-efficient, using personal motor cars, especially if they are carrying only one or two people at a time, is damaging. However, the most sustainable type of transport – walking, has become less popular. In the past decade, as Monbiot points out, the number of walking trips in the UK has fallen 20% (2006, p.145). At the same time, air travel is becoming ever more affordable, with passenger miles only expected to increase in the course of the next few decades. Dow and Downing provide a useful digest of figures for transport emissions, and their global distribution, and estimate that from 3.9 billion journey by air in 2004, by 2020 there were will some 7.4 billion (2007, p.46). Each of these journeys is responsible for huge amounts of carbon dioxide emissions, with a round trip between Europe and the US by two people producing the equivalent of at least 40 tonnes of carbon

Network Security through the protocol Essay Example | Topics and Well Written Essays - 1500 words

Network Security through the protocol - Essay Example DF is the flag Don't Fragment S is the first part of three-way TCP handshake (SYN, SYN, ACK) Seq is the sequence number Ack is the Acknowledgement TcpLen is the length of the TCP protocol TcpOption Provision for optional header fields MSS 1460 is the maximum segment size, or maximum IP datagram size that can be handled without using fragmentation. Both sides of the connection must agree on a value; if they are different, the lower value is used. As we have seen the dissection of the above packet we will directly get into packet analyses for the rest of the packets. Analyses of all the network packets: 08/16-15:27:17.820587 193.63.129.192:1843 -> 193.63.129.187:139 TCP TTL:128 TOS:0x0 ID:48195 IpLen:20 DgmLen:44 DF ******S* Seq: 0xF1908361 Ack: 0x0 Win: 0x2000 TcpLen: 24 TCP Options (1) => MSS: 1460 =+=+=+=+=+=+=+=+=+=+=+=+=+=+=+=+=+=+=+=+=+=+=+=+=+=+=+=+=+=+=+=+=+=+ At this packet the source address is sending information to the destination through TCP. Here the initial phase of the TCP is done. Sync is done in the TCP handshake. The sequence number is given in hexadecimal. Now the destination 193.63.129.187 would receive the packet and send an acknowledgement back to the source. 08/16-15:27:17.820656 193.63.129.187:139 -> 193.63.129.192:1843 TCP TTL:128 TOS:0x0 ID:2676 IpLen:20 DgmLen:44 DF ***A**S* Seq: 0x7CFB7BBA Ack: 0xF1908362 Win: 0x2238 TcpLen: 24 TCP Options (1) => MSS: 1460 =+=+=+=+=+=+=+=+=+=+=+=+=+=+=+=+=+=+=+=+=+=+=+=+=+=+=+=+=+=+=+=+=+=+ Here we see that the destination with port 139 has sent an acknowledgement back to the source 192.63.129.187 with an acknowledgement 0xF1908362. This Ack would be received by the 192.63.129.187. 08/16-15:27:17.820785 193.63.129.192:1843 -> 193.63.129.187:139 TCP TTL:128 TOS:0x0...Generally these packets can be easily sniffed using different packet sniffers like wireshark, snort, capsa etc., These packet analyzers are generally used so that it can used to analyze any kind of network problem, it can be used to detect the network intrusion attempts, it can gain information for effecting a network intrusion, to monitor the network usage, to debug client and server communication. Here let us analyze and decode the network packets. MSS 1460 is the maximum segment size, or maximum IP datagram size that can be handled without using fragmentation. Both sides of the connection must agree on a value; if they are different, the lower value is used. At this packet the source address is sending information to the destination through TCP. Here the initial phase of the TCP is done. Sync is done in the TCP handshake. The sequence number is given in hexadecimal. Now being familiar with all the packet information let us move forward where the actual data has been transmitted between the two IP address. In the above packet we can see the hex dump of the packet where there is a message sent to the destination here. This is where the Session Request is done. Similarly the above packet gathers the acknowledgement of the previous packets and sends it as the sequence to the destination address where the connection has been established.

Political Economy Theory Essay Example for Free

Political Economy Theory Essay The political economy in mass media theory argues that the structure of the industry influences content. _(Andrejevic M, 2007)._ This theory will be demonstrated by analysing an article entitled _'Skys the limit for MySpace_, published on _News.com.au_ on August 10th 2007. The presumption of the theory is that media content is influenced by a combination of the media owners (individuals or corporations), advertisers, competitors/other media, government regulations and viewers or readers. In the case of media ownership, Private individuals decide what information should be provided to the public based on what earns them the most money. _(Andrejevic M, 2007)_ The _News.com.au_ article on _MySpace_ appears in the National News section and describes the firm grasp and incredible influence the social networking site, established in 2003, has on the internet and throughout the business world. The article is saturated with references to the innovations and stunning success of _MySpace_. For example the opening sentence reads Social networking website _MySpace_ has more than 115 million members around the world and already plays a key role in launching music careers, political campaigns and the way people communicate in general. _(Gadd M, 2007)_ At this point a discerning reader should recall that _News Corp_ bought _MySpace_ from its co founders Tom Anderson and Chris DeWolfe in July 2005. _(Malick O, 2006)_ The propaganda model developed by Edwards S Herman and Noam Chomsky asserts that information presented to the general public via mainstream media outlets will be biased in relation to the interests of the multinational organisations or media conglomerates that own them. _(Herman Chomsky, 1988)_ By publishing an article promoting the dominant discourse that _MySpace_ is a popular, thriving production with unlimited potential, _News Limited_ are encouraging awareness of the website, which in turn provides it with traffic and publicity. Since _News Corp_ owns _MySpace_ and is a holding company for _News Limited_, this is a chief example of the  propaganda model and reinforces the political economy theory that media content is affected by media owners. The positive language used in the article demonstrates the power of linguistic controls in promoting a discourse. The writers of the article use phrases such as its just the tip of the ice berg _(Gadd M, 2007)_ to imply there is a wealth of possibilities for _MySpace_ to accomplish. The website is described as a platform for individuals to express themselves and socialise. _(Gadd M, 2007)_ This quote is relevant to todays society as ideas of non-conformity, individuality and creativity are attractive to todays youth. Of all the quotes available from the interviews with the co founders, there is a deliberate choice on behalf of _News.com.au_ to feature words such as emerging, prominent, innovate, and evolve that connote ideas of positive change and progression. This gives the impression that _MySpace_ is at the forefront of the online social networking phenomenon with millions of individuals flocking to be involved. These terms are deliberately chosen by _News Limited_ to appeal to advertisers who wish for their products to be seen and purchased by the trend-setters in society, and this will consequently benefit its parent, _News Corp_. The article also suggests the potential power MySpace has for advertisers in the future. Mr DeWolfe said mobile advertising would be a lucrative fund source and video would take a more prominent place in the way people communicated and shared their art. _(Gadd M, 2007)_ It should be noted that _News Corp.,_ along with other media conglomerates, is ultimately a commercial organisation. By using _News Limited_s article to draw attention to the incredible infiltration ratio of _MySpace_ (four million unique accounts in Australia, and 50% of all internet users in America) _News Corp_ is securing advertisers interest in _MySpace_. The statement by Walt Disney Corporation CEO, Michael Eisner, is particularly powerful in demonstrating the reality of what drives media conglomerates: We have no obligation to make history. We have no obligation to make art. We have no obligation to make a statement. To make money is our only objective. _(Andrejevic M, 2007)_ Newspapers, TV networks and magazines rely on advertisers to finance their business, so to encourage advertisers to buy space in their publication they commodify and promote their audiences. According to Dallas Smythe audiences are bought by advertisers on the basis on income, age, sex, ethnic and class specifications. _(Stevenson N, 2002:10-11)_ Rupert Murdoch outlined his plans for the future of _MySpace_ in a 2006 interview at the Citigroup Entertainment, Media and Telecommunications Conference. He revealed that an instant messenger client with voice capabilities, increased worldwide penetration, and free video downloads were in the works. (The free video downloads have been successfully incorporated into the website since the interview.) Following this, Mr Murdoch said Weve got the biggest mass of unsold inventory. We have the third most page views of the Internet in America, and explained that _News Corp_ had met with advertising networks to judge whether they can sell it better than we can. _(Burns E, 2006)_ In conclusion, the political economy theory, which highlights the a link between ownership and †¦ content of media production _(Stevenson N, 2002: 41)_, can be applied to the _News.com.au_ article about _MySpace_ to reveal how much ownership, among other things, can affect the information the public receives from mass media outlets. As demonstrated in the way that _News Limited_ portrayed _MySpace_ in a positive light for the economic benefit of its parent firm _News Corp,_ it is important for audiences to be aware of the political economy theory, and to detect not only bias but the possible reasons behind such bias in media texts they consume. BIBLIOGRAPHY Andrejevic M (2007) _The Mass Media: A Political Economic Approach._ Lecture slides for JOUR2211 Week 2. Available from https://my.uq.edu.au/blackboard_frame.html Accessed on 12/08/07 Burns E (2006) _Murdoch discusses future of MySpace.com._ Available from Accessed on 10/08/07 Gadd M (2007) _Skys the limit for MySpace._ Available from Accessed on 10/08/07 Herman E S and Chomsky, Noam. (1988) _Manufacturing Consent: the Political Economy of the Mass Media_. New York: Pantheon Books Malick O (2006) _Why Murdoch Really Bought MySpace._ Available Accessed on 11/02/03 McQuail D (2002) _McQuails Reader in Mass Communication Theory._ Sage publications. Stevenson N (2002) Understanding Media Cultures: Social Theory and Mass Communication. Sage publications. pp10-11

Chocolate business plan Essay Example for Free

Chocolate business plan Essay Introduction The market leader of the chocolate industry in India, Cadbury, is a British subsidiary of the American multinational confectionary, food and beverages conglomerate â€Å"Mondelez International†. Cadbury, is the second largest confectionary company in the world, close on the heels of Mars, Inc. In India, Cadbury owns a market share of 66 %, significantly ahead of the other multinational company operating the same space for many years, Nestle India, as well as other national, international and regional brands like Amul and Ferrero. Cadbury India began its operations in India in 1948, and has been a trusted and favored brand for decades in India. The market share has decreased from 70-80% in view of entry of other international chocolate companies in the Indian market, however it is still significantly large. Cadbury figures in the Brand Trust Report, 2011 in the Top 100 Most Trusted Brands in India. While Cadbury sells products in several categories such as candy, gum, beverages and chocolate confectionary, this report is aimed at studying the marketing strategy employed by Cadbury India in view of its chocolate confectionary business. Some of the products in this category include the highly popular Dairy Milk, Dairy Milk Silk, Bournville, Temptations, 5 Star, Dairy Milk Shots, Celebrations, Perk and Toblerone. In order to analyze the marketing strategy for Cadbury, this report begins with a SWOT analysis of the company. Environmental Analysis Political Food Safety Act 2006: Detailed and exacting regulations, for standards of production as well as imported chocolates, exist in India. Opportunity. Cadbury is better equipped to follow standards in production than smaller regional or local brands. Strength. Expand into the rural areas before local or regional companies focus on the rural market. Import Tax Rates on Chocolates: A tariff rate of 30% is levied on chocolates. Opportunity. Strength. Demand for premium chocolates at affordable prices can be encashed before foreign entrants can grow their roots within the Indian industry by introducing and aggressively marketing domestically manufactured premium chocolates. Economic Per Capita Spending Patterns: The biggest consumption category in India is Food. Spending in this amounts to almost 21% of the Gross Domestic Production. People, on average, spend 31% of their budget monthly, on food. 70% of the food spending is on agri-products, which incorporates candies and confectionary including chocolates. Two-thirds of this spending is on processed products. Domestic spending on food is expected to grow at a compounded 3 annual growth rate of 4% and billed to reach approximately 320 billion US dollars in value within the next 7 years. USD 841 million is spent on chocolates and confectionary in India. Opportunity. In households across income groups, a large share of money spent goes towards processed agricultural products including chocolates and other confectionary items. This can be encashed by developing effective channels to reach out and sell to lower and lower middle income groups. Strength. Socio-Cultural Social and cultural acceptability of products: There is an increasing acceptance of chocolates as an equivalent of traditional sweets in urban areas. Chocolates are, however, still seen as a luxury food item in rural areas. Opportunity. Chocolates are increasingly being seen as an equivalent or substitute for traditional sweets in terms of the convenience it offers when used for gifting on occasions. Strength. Cadbury is already working on this approach to sell to urban consumers. Rural consumers can also be reached out to and offered chocolates as a new gift item replacing sweets leading to increased sales. Technological Constantly improving technology in chocolate making leads to better tasting products as well as more convenient storage. Opportunity. Strength. Cadbury has the financial capability to invest in RD and has already produced products that are better suited to Indian tastes and storage conditions that other foreign entrants into the industry are not yet as well adapted to. Natural factors. Climate for Cocoa Production: Cocoa, used to produce chocolates can only be grown in regions 15 degrees to the north or south of the equator. Cocoa, originally a crop native to the Amazon basin, can only be grown in the southern states of Kerala, Tamil Nadu, Andhra Pradesh and Karnataka. It is not a commonly grown crop. Threat. Lack or scarcity of domestic cocoa producers can affect production costs of chocolates within the country. Strength. Cadbury has encouraged farmers in Kerala to produce cocoa since the 1970s and is now in the process of promoting Cocoa as an inter-crop plant for coconut growing farmers. Successful pursuance of this connect with the farmers would help Cadbury procure raw material at lower prices within the country. Consumer behavior Age composition: 66% of the population is below the age of 35. Opportunity. It implies that a huge part of the population can be encouraged to take up consumption of chocolates more frequently and will be met with less resistance than that put up by older consumers with already set eating habits. Strength. 4 Competition Traditional Sweets: Very widely available and traditional choice, but inconsistent in hygiene levels and taste. Threat. Build on image of chocolates being a better and more hygienic choice, which adheres to food safety standards set out by the Govt. Build on image that chocolates are a more sophisticated choice for gifting carrying greater meaning than ‘mithai’ from neighbourhood sweet shops. Strength. Confectionary items like candies, cakes and icecream: Candies are easily available and appeal to children who have traditionally been the target consumers for chocolates. Threat. Cadbury can emphasize more strongly that chocolates are not meant only for children but for adults as well who may not prefer to eat candies. Cadbury chocolate can be offered as an experience, that is not replicated by eating candies and conectionary items. Strength. Entry of several foreign players: As India is seen to have a rapidly growing chocolate consuming country, with people willing to spend not only on inexpensive smaller packs of chocolates, but also premium chocolates as well, foreign players have started foraying into the market with the hope of establishing a presence in the premium sector at least. Threat. Cadbury can increase its foothold in the premium sector of chocolate industry by launching and promoting premium chocolate brands with higher cocoa content which could be priced a bit lower than the foreign brands. In fact, Cadbury is already in the process of implementing such a strategy through the introduction of Bournville and Toblerone. Strength. Suppliers Global network: Half of the cocoa sourced for chocolate making by Cadbury is from sources around the globe, including countries like Ghana, for its famous brand Bournville. Opportunity. Cadbury can source the majority of its cocoa from farmers in India through contract farming, while importing from foreign countries specifically for certain brands only. This will help reduce loss due to global fluctuations in cocoa bean prices and also reduce transport or shipment costs. It will also help create an even more positive image in the eyes of the Indian population. Strength. Dealer network: Cadbury has CSR activities directed at the farmers who are producing cocoa on contract for Cadbury in the state of Kerala. Opportunity. Cadbury is now in the process of extending these activities to farmers in 3 more southern Indian states. This will help cement positive relations between the cocoa growers and the brand, which may put it at an advantage when compared to new foreign entrants in the country like Ferrero or Mars, Inc. Strength. 5 Advertising environment Use of role models: Trustworthy role models in the media, when used as Brand Ambassadors, give a much needed push to the further acceptance of a product. Opportunity. Cadbury has been able to utilize this by roping in celebrities like Amitabh Bachchan, thus emphasizing the idea that even adults can have chocolates, since even a person of Amitabh Bachchan’s stature has not shied away from having them. Cadbury also has the financial power to rope in more high profile celebrities for the same. Strength. Availability of media and ad agencies: Several media channels like TV, Radio, newspapers are available for Cadbury to advertise on. Opportunity. Cadbury has been advertising its chocolates heavily throughout, to keep the brand on top of the mind recall. There have been innumerable ads by Cadbury that have long stayed on people’s minds and even evoked nostalgia, indicating a deep connect of the brand with the audience. Strength. Segmentation Cadbury segmented the consumer based on age. Till the 1980s, chocolates were seen as a luxury item which were eaten only on special occasions or used to reward children with. Despite being the market leader already at this time, Cadbury decided to reshuffle their marketing strategy and position chocolates as a snack and an everyday item of consumption rather than a special treat. In order to do this, the first step was to segment the consumers. Geographic or occupation based segmentation would have proven less relevant in helping raise revenues generated from chocolate sales. The segmentation was done on the basis of age. The existing segment of choice for Cadbury had been children up to the age of 14 who had been driving the consumption of chocolates until the 90s. The other segment that the consumers could be grouped into was the adult population. Targeting The decision made to target a segment is based on gauging the segment attractiveness of the segment. During the 90s, with a rise in the population of the 15-35 year olds, combined with a surge in income and spending power due to the simultaneous opening up of the economy, made the adult segment an attractive one and since then, it has been targeted by Cadbury. Being the market leader already, switching to this target consumer group was not a difficult move for them, in terms of channel attractiveness of the segment. The existing channels which served the consumers until the 90s, such as kirana stores, need no resource intensive special adaptations to serve the youth consumer group as well. Alongside this, competitive attractiveness of the youth segment was also high since no other chocolate company had targeted this consumer group so far. Although this meant 6 Cadbury needed to put in extra marketing effort to change the social acceptance of chocolates in this group, it also translated into a first mover advantage for them. Positioning Positioning is the decision of how the brand wants to be perceived as by the target consumer group vis-a-vis competitors. Cadbury has positioned itself to cater to specific needs and attributes that the target consumer group looks for. Cadbury’s objective was to engage the customers of the adult age group. In the early 90s, Cadbury had the leading share in the market but the volume of sales in terms of per capita consumption was very low compared to western countries. This was also because consumption of chocolate by children was strictly governed by adults and hence increasing per capita consumption within the children consumer group was not a feasible option. In order to widen the net of consumers, Cadbury had to increase the social acceptance of chocolates in the adults age group. This was done through the means of extensive and successively huge ad campaigns which eventually lowered the attitudinal barrier that existed. Cadbury had wanted to and has successfully moved from the perception of chocolate being a children’s product to a celebratory/gifting product, and more recently an indulgence product (For instance Cadbury Silk). In 1992, Cadbury launched a series of aggressive ad campaigns starting with ‘Real Taste of Life† which showcased adults eating the chocolates on their own and not in a parent role or buying it as a reward or a way to say sorry to loved ones. This included the famous ad â€Å"Kuch khaas hai zindagi mein† which showed adults enjoying the taste of chocolates on their own. Later on, Cadbury launched a campaign for Perk which said â€Å"Thodi si pet pooja† which emphasized the use of the chocolate as an any time snack to satisfy hunger, which was a marked shift from the earlier perception of chocolates. Later, to promote Cadbury chocolates as an alternative to traditional desserts, the â€Å"kuch meetha ho jaaye† campaign sought to change perceptions once again, this time including the entire family consisting of elderly grandparents also in the ad to show acceptance of the Cadbury chocolates as dessert. By tying chocolates to Indian customs, and festivals, like Celebrations especially for Raksha Bandhan and Diwali, Cadbury has come a long way from the â€Å"Real Taste of Life† campaign, and â€Å"Indianized† itself in order to entrench itself within the minds of the adult population in India. Marketing Mix – 4 Ps Product/Service Product There are four types of products by Cadbury India, and this report is focused on the Chocolates category. These aim to satisfy the hunger need as well as relaxation and convenience need (easily available snacking option). In order to satisfy these needs, the 7 product is available very easily, at least in the urban markets and in various sizes. Cadbury chocolates are branded so as to represent some emotional core values like family values, and togetherness, but at the same time, they are also branded as a fresh, satisfying, convenient product. Place Cadbury has 6 company-owned manufacturing facilities: 1. 2. 3. 4. 5. 6. Thane Induri (Pune) Malanpur (Gwalior) Bangalore Baddi (Himachal Pradesh) Hyderabad There are 4 sales offices, one each in New Delhi, Mumbai, Kolkata and Chennai. The corporate office is in Mumbai. In terms of distribution, Cadbury chocolate products are sold directly to wholesalers and retailers. The network comprises roughly 2100 distributors and 4,50,000 retailers. The chocolates are sold through Kirana stores, gift stores, medical stores, canteens, paan shops, bakeries and so on. Price The generally established price point for chocolates in India is Rs 5 and Cadbury has 4 products at this point including Dairy milk, 5 star, gems and perk. This price point accounts for half of chocolate sales in India. At the same time, Cadbury sells multiple differently sized packs on a range of prices, going up to higher, premium priced products as well such as Bournville. In this way, Cadbury has a hold on various price points available to various groups of consumers based on their appetite for spending. Promotion Cadbury promotes its products through various media channels. It uses mainly television ads with strongly featured taglines that get associated with the products easily. There is some amount of seasonality in the market in the way that demand ideally goes up during festive season due to gifting needs and Cadbury launches special ad campaigns around those times to encash on this increased demand. National level competitors like Amul have been unable to match up to the scale of promotions undertaken by Cadbury. Regional players hardly advertise on a big scale through campaigns. However, its MNC competitor Nestle has its own promotional ads and campaigns that seek to rival Cadbury’s and sometimes directly challenge the Cadbury ads. 8 Recommendations 1. In view of the recent entry of foreign players in the market, though Cadbury does not face the threat of losing a significant amount of its existing customers, for instance, those who buy Dairy Milk or Perk, there is a possibility of losing out on potential customers who are interested in premium chocolates. Since this is a rapidly growing industry, and being the established market leader, Cadbury should focus on its premium chocolate brands in a big way through more visible ad campaigns and promote their products based on the brand equity they have built through the years. 2. While leveraging the lower cost of Cadbury premium chocolates vis-a-vis foreign chocolates, Cadbury must take care to ensure it does not go the Tata Nano way, as lower prices in the premium segment may be perceived as lower quality in the product delivered as well. 3. As it has already managed to successfully position chocolates as a snack for children’s as well as adults’ consumption, it can now focus on activating the elderly consumer segment which is typically more resistant to chocolates compared to traditional sweets and feel guilty on indulging in chocolates even if not restricted by health reasons. 4. Cadbury can now change the positioning of certain specific products or introduce new products to cater to â€Å"instant energy† giving needs similar to Mars bars abroad. 5. Recently, a 20-calorie chocolate has been developed in the UK which is now being sold at Michelin starred restaurants. Cadbury can also direct some of its RD endeavors towards developing a similar product which would give the company a distinct edge over competitors and help tap into a new markets and increase their consumer width. 9 NATIONAL BRAND 10 Introduction Amul is an Indian dairy Co-operative based out of Anand in Gujarat. The co-operative started off as the Kaira District Co-operative Milk Producers Union in December 1946. The Co-operative was set up by the milk producers of the Kaira district of Gujarat who felt cheated by the unfair trade practices. The co-operative collected processed and marketed milk and was co-owned by the milk producing farmers of the district. The brand Amul was used by the Kaira District Co-operative to market its brand of milk products. By the 1970s the Co-operative model had become highly successful and spawned similar Co-operative in other district s of Gujarat. In order to combine together and expand their market while not competing with each other, the Gujarat Co-operative Milk Marketing Federation Ltd. (GCMMF), an apex marketing body of these district co-operatives was set-up in 1973. The brand name of Amul which was held by the Kaira Union was transferred to GCCF. Today, the GCCF is the largest food product marketing organisation of India. The co-operatives collect around 10 million litres of milk per day from around 3 million milk producer members of the Co-operative. Its current turnover is around Rs. 140. 0 billion. Amul started producing and marketing chocolates in 1970. It currently markets 6 different chocolate brands namely Congtas, Fundoo, Chocozo, Bindaaz, Rejoice, Almond Bar, Fruits and Nut and Amul Cooking Chocolate. Current market share of Amul chocolates is just 4% as compared to market leader that is 66%. The main reason behind such low market share is lack of promotion and more focus on dairy products. Environmental Analysis Strengths ? ? ? Raw material (milk) security: Major raw materials for the production of chocolates are Cocoa, milk and sugar. Milk supply is secured for the company which protects it from any volatility in prices. High brand awareness: Amul through its concerted marketing over the last 5 decades has created a brand that is synonymous with good quality. The brand has also become a symbol of successful Indian entrepreneurship that has positively impacted the lives of millions of small farmers, hence there is a sense of patriotism and pride associated with the brand as well. Strong distribution network: Amul has been marketing and supplying milk through a pan India distribution network which supplies milk and milk products to independent retailers but also to its own milk parlours. 11 Weakness: ? ? ? Low market share: Amul chocolates have a low market share in the Indian chocolate industry. The brand, though having a strong recall value, is not primarily associated with chocolates. The market leader in the chocolate industry in India is Cadbury with 70% market share followed by Nestle at 20% market share. Co-operative structure of Amul: Due to the Co-operative nature of GCMMF, there is limited capital infusion in the company. As a result there is a limited scope for aggressive product launches or diversification. Volatility in Cocoa prices: Unlike the major chocolate producing companies in the world, Amul does not own a cocoa plantation. The prices of cocoa are volatile in nature as they are dependent on the international demand supply dynamics. Not having a cocoa plantation of its own exposed the company to volatility in prices of this raw material. Opportunities: ? Huge untapped market: The per capita consumption of chocolate in India has increase from 40 gm per person in 2005 to around 110 gm per person currently. Though this is impressive growth in itself it is still much lower than the per capita chocolate consumption, in countries like Ireland or Belgium which have a chocolate consumption per person of more than 11 kilograms or even USA or Australia which have chocolate consumption per person of around 5 kilograms. There is thus a huge untapped market for growth in the chocolate industry in India. Corresponding Strength: Since Amul has a strong â€Å"Brand awareness†, people would be willing to buy new products launched under its brand name. Amul can launcha variety of new chocolate products for youth and kids. ? Gifting: Gift hampers consisting of chocolates has been a successful marketing strategy by companies like Cadbury. Amul too has the ‘Rejoice’ brand especially for this purpose however there is scope to launch or aggressively advertise this. Corresponding Strength: Since, Amul is a strong brand name and has a strong distribution network, It can very well advertise the gift packs like rejoice and can introduce new brands catering to the same need. ? Advertising: Amul need to advertise and carry out lot of promotional activities to inform the consumers that still exist and can provide them with what they want. It’s been years that Amul’s chocolate advertisement has been telecasted on India’s major television channels. Sales promotions like discounts and free samples can also help them to increase the Brand awareness and attract customers to switch brand from competitors. Big brands use a celebrity as a Brand Ambassador for its product. 12 For example Amitabh Bachchan for Cadbury Rani Mukherjee for Nestle, Amul can also use a brand ambassador for the promotion of its chocolates. Corresponding Strength: Amul has a huge turnover of around Rs 140 billion and is a financially strong company and has enough funds to carry out the needed advertising campaign and promotions. By spending a small percentage of revenue on advertising campaigns Amul can increase its market share to a large extent. ? Low rural penetration of chocolates: There is significant awareness of the Amul brand even in rural India. The company can leverage these launch cheaper brands targeted at the rural segment which has till now stayed away from chocolate consumption. Corresponding Strength: Amul has been marketing and supplying milk through a pan India distribution network. It has a strong distribution network in rural areas. Amul can leverage this strength and can launch cheaper products in rural market. Threats: ? Strong competition from foreign multi nationals: There is significant potential in the Indian chocolate industry which has been attracting international competition. Companies like Cadbury have been launching premium swiss chocolate brands. Also other premium chocolate brands like Ferrero Rocher are making their presence felt in India. Corresponding Weakness: Since â€Å"Amul† is mostly related to its milk products and has not made its presence felt strongly in the chocolate industry, its still far behind its competitors like Cadburys which is a very aggressive player in the chocolate industry. Amul faces tough competition and to handle the same it needs enormous marketing and advertising campaign and introduction of new chocolate products under its brand name. ? Low brand loyalty in chocolate industry: Chocolates are impulse purchases and compete with categories of soft drinks, snacks and other beverages. Although people may like a particular type of chocolate (dark, milk, white, etc. ) there is not a significant brand loyalty. Hence this presents a threat to established players in the market. Corresponding Weakness: Since Amul has significantly low popularity in chocolate industry and also people are picky while selecting a chocolate, there is not a single chocolate brand product under its brand which enjoys strong loyalty from consumer side. Also, people like to try different kinds of chocolates and are not necessarily inclined towards a single chocolate product. Since, Amul does not offer a large variety of chocolates; therefore it is at a weaker position in the chocolate industry. 13 Segmentation Geographic segmentation: Chocolate consumption is concentrated in urban areas of the country. Chocolate consumption in rural areas of the country may be considered negligible. Chocolates are still considered as a luxury product by the population and are hence consumed by the middle and the upper classes of society which reside in the towns, cities and metropolitan centres of the country. Amul chocolates are thus marketed in these areas of the country. Demographic segmentation: Amul chocolates are mostly segmented its consumers into various age groups like the children, adolescent and youth segments of the society. Since, chocolates are particularly liked by children and middle aged and older generations refrain from eating it citing health concerns due to high sugar content of chocolates. Targeting The brands of Amul chocolates like Fundooz, Bindaaz, Congrats etc. have been named to be attractive to the younger generation who use these words in their daily lexicon. There has been a strategy by the company to provide a young, dynamic and fun loving character to its chocolate through such branding. Amul chocolates also markets two brand namely Amul Cooking Chocolate which is targeted towards the homemakers and professional cooks and chefs. Positioning Positioning is the decision of how the brand wants to be perceived as by the target consumer group vis-a-vis competitors. Amul has positioned itself as an affordable, â€Å"value for money† chocolate. Since, it has mostly targeted kids and youth, it is still considered as a snack unlike cadbury’s product like Celebrations which is considered as gifting option. Amul has not positioned itself as an alternative to sweets or has not developed its product to actually cater to an emotional need. It is simply a chocolate available at a lower price. Marketing Mix. Product Amul has a very low range of products in its chocolate business. There are only 8 chocolate brands that Amul offers as of now in the market and these are Congrats, Fundoo, Chocozo, 14 Bindaaz, Rejoice, Almond Bar, Fruits and Nut and Amul Cooking Chocolate. The problem is that there is no clear differentiation between the products that it offers. For example Cadburys is catering to a different need corresponding to its individual Chocolate product. ? ? ? ? ? Product Dairy Milk Dairy Milk Shots Bournville 5 Star Perk Need Milk Chocolate (Basic taste and style). Small balls of chocolate (Circular unlike chocolate bars) Dark Chocolate Sweeter in taste with honey as an ingredient Crispier with wafer inside However, Amul completely ignores such kind of differentiation between its products and hence their product can be easily substituted by their own products apart from the competitor’s product. Another important factor is packaging because majority of the consumers is kids and youngsters who like attractive packaging. Most kids buy chocolates not just because they like chocolates but also because of the attractive wrappers. Packaging used by Amul stands low on appearance parameter. Also, it lacks a common theme or â€Å"top of the mind† recall point. For example, Cadburys is strongly associated with blue wrapper and more than brown it’s the colour blue that we associate with a chocolate. As compared to this, Amul’s packaging is weak and lacks lustre. Amul needs to make changes to its product (chocolates) like introduction of more flavours and attractive packaging because the wrappers Amul uses is not at all attractive compared to those used by Cadbury and Nestle. This would keep them in competition with competitors like Cadbury and Nestle. 15 Pricing Second P of marketing that is Price is often confused with blindly lowering the prices of different products and completely relying on this strategy to increase sales. However it is of extreme importance to divide the target group on the basis of their price sensitivity and purchase power. Every customer segment has different price expectation from the product. To maximize the returns, it is important to identify the right price level for each segment and then progressively moving through them. Amul has launched various chocolate products to cater to different segments of population. Pricing must take into account the competitive and legal environment of the industry. Majority of people in India live in villages and have low disposable income. With such a heavy competition in the chocolate market, Price plays a very important role. Amul pricing strategy has been â€Å"Value for Money†. Amul’s believes in giving value for money to its customers and it has always followed that principle. Its products are of high quality and available at affordable prices. For example, Cadbury’s â€Å"Fruit n Nut† is priced at Rs 35 per 42 gm pouch whereas Amul’s Fruit and Nut is sold at just Rs 25 per 40 gm. Amul offers same quality at a price 30% lower than its competitor. Amul has not launched any premium (high price) product in its chocolate business. Place Place in marketing is considered as the channels of distribution through which products move from the manufacturer to the consumers. The channels of distribution mean intermediaries or middlemen who act as a link between the manufacturer and the consumers. Factors that need to be considered when choosing the place are the characteristics of the product, characteristics of the buyers, control and competitors channels. Since chocolate is an edible product, Amul should adopt an intensive distribution strategy wherein they will manufacture products and make it available at various shopping malls, food joints, local stores, Chocolate parlours etc. Corresponding to its strong distribution channels, Amul currently has very low visibility. It needs to increase the visibility through offering discount to retailers along with buybacks to convince them to store the Amul Chocolates. Since Amul is a â€Å"value for money† brand it can be placed anywhere from small kirana shops to big malls. Amul has a big brand name because of its dairy products. They can easily use it to increase the awareness of its chocolates using various distribution channels. 16 Promotion Promotion refers to exchange of information between an organization and the consumer of its products. Consumers here include Customers, shareholders, employees, government and other parties related to the products like trade union and media. The aim of promotion is to inform the consumers, differentiate from other products and to persuade them to buy. There are many techniques of promotion like Advertising, Sales promotions, Direct Marketing Personal selling. Amul has been criticised for lack of promotion. Amul has a strong brand name because of its dairy product leadership. Amul must advertise its chocolates using media like newspaper, television and internet to inform the public about the quality the price of its product. Amul has totally shifted its focus from chocolates towards milk and other milk products and have totally ignored chocolates. Using the mediums like Television and newspaper the company needs to remind the public that they are back with improved products at an affordable price. 17 Recommendations 1. Amul needs to introduce new varieties of chocolates and improve its existing ones. 2. They should introduce milk chocolates like Nestle’s Milky Bar, Chocolates with fruits and nuts like Cadbury has its Fruit and Nuts, Mint chocolates like Nestle’s After Eight etc.

Toni Morison Analysis | Feminist Postcolonial Approach

Toni Morison Analysis | Feminist Postcolonial Approach Although Toni Morrison is known for her epic themes, vivid dialogue and richly detailed characters but this essay focuses on her approach towards feminist post colonialism. At first I will give a brief overview of the term feminist post colonialism and demonstrate how feminist discourses and post colonialism shared many similarities. Further this essay examines the construction of radicalized and gendered identities in Morrisons fictional work. I will also explore how these identities are constructed and created in fiction by using a feminist postcolonial approach. Morrisons text by addressing historical issues critically and in so doing attempting to heal historical wounds; it may also seek to change it. She focuses on the damage that the black women characters suffer through the construction of femininity in a radicalized society. I will extensively focus on Morrisons novel Jazz, Beloved, and The Bluest Eyes and elaborate how by using different narrative techniques such as characte rs, plot, setting and imagery to mirror the atrocities done to the Afro American women. Key words: Post colonialism, feminism, slavery, African American women, Harlem renaissance, Beloved. Nobel Prize laureate, Toni Morrison is considered to be one of the most popular and most important authors of the 20th Century. Much of her literary work has actively challenged the stereotypes that have been imposed on African American women throughout history. The characters in her novels are beautifully portrayed in order to allow the reader to explore their journeys and the way in which they are presented. The expression of the black female voice is characteristic of Toni Morrisons novels. Morrison, through her black female characters portrays the collective experience of black women in America which are shaped by the past experience of slavery and by the patriarchal capitalist American society. Patriarchy in America dates back to the colonial period when male authority and female submission was essential to the subsistence economy and to the social set-up. This society marginalized woman and gave them meager and indirect access to power in the community. Before going into the de ep analysis of Morison works from the feminist postcolonial perspective we must consider how both feminism and postcolonial interlinked. Feminist discourse and post-colonial theory shares many similarities. Firstly, both discourses are political and concern themselves with the struggle against oppression and injustice. Moreover, both reject the established patriarchal system, which is dominated by the hegemonic white male, and also deny the supposed supremacy of masculine power and authority. There are a significant number of literary texts that are written from both a feminist and post-colonial standpoint. Feminism, in its various forms, is a popular and powerful vantage point for postcolonial thought, and each of these texts presents a number of ways that colonization-and the consequences which last well into postcolonial eras. These texts often share views on the individuality and disparity of the subject, as well as agreeing on shared strategies of resistance against dictatorial external forces. These texts deal with the double colonization of women by both their male counterparts and the dominant colonial powers .Specially, it becomes clear that the female body becomes a thing of commodity, an item to be owned, controlled, or abused for sexual gratification by those in power. Ultimately, as one move both with and through feminist perspectives, it reveals that colonization works by creating a system of interlocking oppressions such as race, gender, sexuality, class, etc. The writings of Toni Morrison are identified with formerly colonized peoples and shaped this web of interlocking oppression in her own way. She wrote with postcolonial perspective and we find the traces such as magical realism, oppression of women, search for home and self-identity, homelessness, rootlessness, language, gender stereotype, classism, racial differences etc. throughout her writing. à ¢Ã¢â€š ¬Ã‚ ¦ Who in novels characterized by visionary force and poetic import, gives life to an essential aspect of American reality this statement by the Swedish academy is an appropriate description of Nobel Prize laureate Toni Morrison. Her novel Jazz which was first published in 1992 is set in Harlem of the 1920. It reestablishes an essential aspect of African American history_ the Harlem renaissance. Harlem Renaissance was an intellectual movement that was significant to the emancipation of African American at the beginning of 20th century. Setting her novel at the backdrop of this movement, she regenerates a black historical past and has given life to it. Morrisons Jazz looks back upon the Harlem Renaissance from a late 20th century perspective and revolves around the stories of African American characters Violet, Joe and Dorcas. In Jazz, Toni Morrison wants to create a novel that explores the essence of jazz. In her introduction to Jazz, Morrison writes, I wanted the work to be a manifestation of the musics intellect, sensuality, anarchy; its history, its range and its modernity. Due to this Morrisons novel not only reflects the evolution of Jazz music but also captures the soul of the jazz movement. Morrison molds the settings, plot lines, characters, and structure of her novel to recreate the rich history, revolutionary spirit, and progressive style of jazz. Morrison uses the settings in Jazz to reflect the history of the jazz movement. It also addresses its influence on the Harlem Renaissance. In addition, Morrison uses flashbacks to addresses significance settings associated with the Great Migration. Moreover, she uses the settings in the novel to reflect the connection between jazz and African American culture and history. Morrison addresses the spirit of anarchy that was embodied in both the jazz movement and Harlem life. Morrison structures the plot lines, narratives, and characters of Jazz to reflect the elements of musical anarchy, as well as to reflect the violent and anarchical spirit of the jazz moment and life in Harlem during the Renaissance. The chaotic and violent aspect of the lives of African American woman living in Harlem during the Renaissance is reflected in the actions of Violet. The lawlessness in Jazz is shown when we are confronted with the horrible action of Violet attacking the corpse of her husbands lover. Further we find out that Joe Trace is the girls murderer and are drawn deeper into the chaotic, violent world of Harlem. The actions of both Joe and Violet Trace result from their inability to accept the changing views regarding gender. Likewise, Joe Trace illustrates the possessiveness of African American males and the refusal to accept the new views to gender power. Joe kills Dorcas because she attempts to leave him. Joe is actually tied to old views of sexuality. He links sex with possession. When Dorcas rejects him and seeks sexual fulfillment in another, Joe Trace speaks out against her use of gender power. The domestic violence that spread through Harlem during this period resulted from the violent rejection of changing sexual and gender norms. In addition, it reflected the chaotic and anarchical spirit of the jazz age time when both violence a nd sensuality were at the forefront of the musical, intellectual, and cultural lives of African American life. The importance of sexual expression cannot be denied when discussing the Harlem Renaissance and Jazz Age. Sexual expression became a landmark of jazz music, dance, and culture. Morrison points out the sensuality of jazz music through the sensual relationship between Joe Trace and Dorcas. The relationship between Joe and Dorcas is passionate kind of love. Their relationship revolves around secret sexual encounters and passionate emotions. When Morrison writes playful fingers examine and caress, we picture lovers caressing each other and jazz musicians playing their instruments. Morrison uses sensual characters, plot lines, and language to mirror the sensuality of jazz and the boldness of sexual expression associated with the Jazz Age. In Jazz, Morrison reflects the structure of jazz through her modernist composition. Morrison mimics jazz composition in her creation of the novel. She uses numerous voices, structured plot lines, disconnected sections, bold and poetical language, and sensual plot lines and imagery to elaborate her ideas about that age and the situation prevailing in Harlem at that time. Through her use of various elements of modern fiction styles and structures, Morrison brings to life the boldness, sensuality, tension, and history of jazz. In Jazz, Morrison addresses the importance of African American culture and musical forms on the ideas of the Jazz Age through her characters, settings, plot lines, and modernist structure, in order to mirror the jazz history, spirit, and structure of African America art and thought. Toni Morrisons Beloved, offers significant insight into power relations through her female protagonists. The most critical type of colonial oppression experienced by the women of Beloved is physical that is concerned with controlling and taking benefit of the bodies it subjects. Sethe and her family have the direct experience of being owned by white slave holders. Women in this novel often suffer violent and controlling sexual abuse that is either not present or in much less drastic forms for the colonized men. In Beloved, a particularly disturbing form of this oppression happens when Schoolteacher and his boys restrain and violate Sethe. Morrisons novel, however, not only shows the female body oppressed, but also struggle for individuality and self-ownership. Denver, when thinking about her family considers the situation a slaves body is in both materially and under colonial ideology: Grandma Baby said people look down on her because she had eight children with different men. Colored people and white people both look down on her for that. Slaves not supposed to have pleasurable feelings of their own; their bodies not supposed to be like that, but they have to have as many children as they can to please whoever owned them (Morrison 246-7). Even in the cruel reality of sexual slavery, women like Baby Suggs are able to reclaim their humanity by simply enjoying sex. One of the glaring ironies, or hypocrisies, of colonialism is that it condemns the colonized for the very things it forces them to do. It condemns the enslaved woman for being sexually assorted, yet at the same time forcers her to have as many children as pos sible. In Beloved, colonial power over the sexual life of the female body is a horrific reality, but freedom is as close as ones own physical selfhood. Slaverys destruction of identity is another postcolonial theme from feministic point of view in the novel under discussion. Beloved explores the physical, emotional, and spiritual devastation done by slavery. The most dangerous effects of slavery are its negative impact on the former slaves senses of self, and the novel contains multiple examples of self-alienation. Paul D, for example, is so alienated from himself that at one point he cannot tell whether the screaming he hears is his own or someone elses. Slaves were traded as subhuman or as commodities whose worth could be expressed in dollars. Sethe was also treated as a subhuman. She once walked in on schoolteacher giving his pupils a lesson on her animal characteristics. She seems to be isolated from herself and filled with self-loathing. Yet her children also have volatile and unstable identities. Denver conflates her identity with Beloveds, and Beloved feels herself actually beginning to physically disintegrate. There is a sense of complete loss of self and existence among most of the characters in the novel. Due to the inability to believe in their own existences, both Baby Suggs and Paul D become depressed and tired. Baby Suggss fatigue is spiritual, while Paul Ds is emotional. Other slaves-Jackson Till, Aunt Phyllis, and Halle went insane and thus suffered a complete loss of self. Yet Sethes act of infanticide illuminates the perverse forces of the institution of slavery. Under slavery, a mother best expresses her love for her children by murdering them and thus protecting them from the more gradual destruction wrought by slavery. Where slavery exists, everyone suffers a loss of humanity and compassion. For this reason, Morrison suggests that our nations identity, like the novels characters, must be healed. Crucially, in Beloved, we learn about the history and legacy of slavery not from schoolteachers point of view but rather from Sethes, Paul Ds, Stamp Paids, and Baby Suggss. Morrison writes history with the voices of a people historically denied the power of language, and Beloved recaptures a history that had been lost-either due to willed forgetfulness or to forced silence. Magical realism as a dominant literary mode in Toni Morrisons Beloved can be considered as a decolonizing agent in a postcolonial context. Morrisons narrative in Beloved, takes the advantage of both realism and magic to challenge the authoritative colonialist attitude and so can be alleged as a powerful and efficient method to project the postcolonial experience of African-American ex-slaves in the Unites States. It also provides an alternate point of view to Eurocentric accounts of reality and history to attack the solidity of Eurocentric definitions. It is also a consequence to mirror the hidden and silenced voices of numerous enslaved generations of African-Americans in the history of United States. Beloved is written from the marginal point of view of African-Americans who do not have social and political power. It is the story of Sethe, an ex-slave, who grieves the fact that she murdered her baby girl in order to save her from a life of slavery. She mourns so much that her grief becomes manifest into a body of a young woman named Beloved, a ghost in the beginning, the same age that Sethes dead baby would have been had she lived. The presence of two opposing discursive systems of magic and real in Beloved can reflect the tensions between the colonized and colonizer discourses in a postcolonial context. Applying postcolonial terminology, realism represents the hegemonic discourse of the colonizer while magic refers to the strategy of opposition and resistance used by the colonized. Magical realism can also provide a way to fill in the gaps of cultural representation in a postcolonial context by recovering the fragments and voices of forgotten histories from the colonized point o f view. In other words, magical realism may serve as the transformative decolonizing project of imaging alternative histories. The magical realism of Morrisons text by addressing historical issues critically and in so doing attempting to heal historical wounds, not only can reflect history, it may also seek to change it. Thus, Beloved can be read as a postcolonial historiographic intervention, a strategic re-centering of American history in the lives of the African- Americans who are historically dispossessed. Toni Morrisons novel, The Bluest Eye examines the construction of radicalized and gendered identities in fictional texts, specifically in Afro-American writings. In the novel, Morrison challenges Western standards of beauty and elaborate that the concept of beauty is socially constructed. Morrison also recognizes that if whiteness is used as a standard of beauty or anything else, then the value of blackness is diminished and this novel works to subvert that tendency. In demonstrating pride in being black, this writer does not simply portray positive images of blackness. Instead, she focuses on the damage that the black women characters suffer through the construction of femininity in a racialised society. As Paul C. Taylor argues, a white dominated culture has racialised beauty, [in] that it has defined beauty per se in terms of white beauty, in terms of the physical features that the people we consider white [people] are more likely to have (Taylor, 1999, 17, emphasis in original). Therefore, in the process of trying to achieve beauty, as Taylor further argues, the experience of a black woman à ¢Ã¢â€š ¬Ã‚ ¦ differs from the experiences of à ¢Ã¢â€š ¬Ã‚ ¦ Jewish and Irish women (Taylor, 1999, 20). This can clearly be seen in the ways that the black women characters in Morrisons novel suffer in trying to conform to Western standards of beauty. The Bluest Eye tells the story of an eleven year old black girl, Pecola Breedlove, who wants to have blue eyes, because she sees herself, and is regarded by most of the characters in the novel, as ugly. The standard of beauty that her peers subscribe to is represented by the white child actress, Shirley Temple, who has the desired blue eyes. The novel starts with the description of an ideal white family but in the near-parodic style of a school reading primer, where we meet Dick and Jane and their lovely parents living in a nice and comfortable house with a lovely dog and a cat. The Dick and Jane text functions as the hegemonizing force of an ideology ([focused by] the supremacy of the bluest eye) by which a dominant culture reproduces its hierarchical power structure (Grewal, 1998, 24). As Donald B. Gibson also demonstrates, the Dick and Jane text implies one of the primary and most insidious ways that the dominant culture exercises its hegemony, through the educational system. It reveals the role of education in both oppressing the victim and more to the point teaching the victim how to oppress her own black self by internalising the values that dictate standards of beauty (Gibson, 1989, 20). In contrast to this hegemonic identity, the main black characters are depicted as various and very different characters located in three hierarchical families: first Geraldines, then the MacTeers and at the bottom, the Breedloves. The novel shows how these black characters respond to the dominant culture differently and this refutes easy binary social distinctions. Pauline Breedlove, Geraldine, Maureen Peal, and Pecola are black characters who try to conform to an imposed ideal of femininity. They are absorbed and marginalized by the cultural icons portraying physical beauty: movies, billboards, magazines, books, newspapers, window signs, dolls, and drinking cups (Gibson, 1989, 20). Pauline Breedlove, for example, learns about physical beauty from the movies. In Morrisons words, along with the idea of romantic love, she was introduced to another physical beauty. Probably the most destructive ideas in the history of human thought. Both originated in envy, thrived in insecurity, and ended in disillusion (Morrison, 1970, 1999, 95). Consequently, in trying to conform to the ideal of white femininity, the black women characters despise their blackness which in turn leads to self-hatred. They see themselves through the eyes of white people and their worship of white beauty also has disastrous effects on their own community. Geraldine, for example, represses her black characteristics which are not fitted to white femininity as she strives to get rid of the funkiness (Morrison, 1970, 1999, 64). Being well educated and having adopted Western ways of life, Geraldine draws the line between coloured and black. She deliberately teaches her son the differences between coloured and black: Coloured people were neat and quiet; niggers were dirty and loud (Morrison, 1970, 1999, 67). However, not all the black characters admire or are in awe of Western standards of beauty. The novel also shows black people who are aware of the danger of adopting Western standards of beauty. Claudia, the young girl narrator, at the very beginning of the novel, describes herself as indifferent to both white dolls and Shirley Temple. She also realizes that she does not really hate light-skinned Maureen but hates the thing that makes Maureen beautiful. As children, Claudia and her sister Frieda are happy with their difference, their blackness: We felt comfortable in our skins, enjoyed the news that our senses released to us, admired our dirt, cultivated our scars, and could not comprehend this unworthiness (Morrison, 1970, 1999, 57). This may suggest that Claudia resists the pressure to conform to a white vision of beauty. Therefore, Claudias consciousness can also be read as decolonising her mind from colonial oppression as she frees herself from white standards imposed on black people. As Grewal argues, individuals collude in their own oppression by internalizing [the] dominant cultures values in the face of great material contradictions (Grewal, 1998, 21). Quoting Terry Eagleton she also argues that the most difficult thing in emancipation is to free ourselves from ourselves (Grewal, 1998, 21). Through Claudia, however, the novel suggests that some are capable of challenging this, but for the victims of such oppression this awareness may come too late. Conclusion: There are many literary texts and writers who have written from feminist postcolonial view but Toni Morison stand head and shoulder above due to her fictional writing about Afro American community in general and for black women in specific. There are many works of Morrison which make her distinguish among others. We find several post-colonial themes in her novels like slavery, homeliness, rootlessness, cultural clash, mimcry, question of identity, language, magic realism, marginlizatin etc. but these all themes has been presented through a female point of view that how these things add suffering in the woman life. The postcolonial vision of black identity and specifically black woman identity is that Morrison attempted to shape in her novels. These novels have primarily focused on how black people have been spiritually and physically victimized throughout the oppressive black history in the United States. She presented the question of identity of black community, that how they were n eglected even as a human being. In her novels we see complexity of colonial relations between blacks and whites. When we analyse these fictions it reminds us the work of postcolonial theorists like Frantz Fanon and Homi Bhabha, which particularly integrates the concepts of mimicry, ambivalence, and hybridity. Morrisons fiction in the frame of postcolonial theory very aptly presents postcolonial black identity.