Company Profiling Food In Processing Marketing Essay

Company Profiling Food In Processing Marketing Essay Food processing is the methods and techniques used to turn raw ingredients into food for human consumption by food processing industry. Food processing takes clean, slaughtered or harvested ingredients and uses them to produce marketable food products. 1.1 Company Profile Sunkist is also a firm in the food processing industry. Fresh Sunkist oranges from California and Arizona are available year-round. The naturally orange color is due to their growing climate. Sunkist harvest fruit as the raw ingredients and transform it to fresh fruit juice. In 1978, General Cinema Corporation, a large theater operator and soft drink bottler created the orange soda we enjoy today and licensed the use of the Sunkist trademark for their delicious orange soft drink. In 1979, Sunkist soda was launched and became the number 1 orange soda in the market. Sunkist is a not-for-profit corporation, with all profits from the exchange returned to growers. In America, Sunkist is the oldest continually operating citrus cooperatives. Sunkist is also the largest marketing cooperative in the world that produces fruit and vegetable. The Sunkist name is assurance of premium quality and taste satisfaction. People have trusted generations of Sunkist growers to deliver the essential goodness of Mother Natures best citrus since 1893. Consumers know they can depend on the quality of fruit bearing the Sunkist brand sticker or any packaged product bearing the Sunkist name. Produce buyers and retailers everywhere know the selling value of that quality. Sunkist control the quality of its product by written rules and regulations to which all Sunkist affiliated packinghouse and manufacturers. Sunkist staffs need to make sure that the regulations are followed. Every day the Staff inspectors will make a visit to packinghouses. Sunkist staffs often visit the manufacturers producing Sunkist packaged products and all employ standardized quality control programs.  [i]  The price of Sunkist are affordable to consumer, it is not too expensive. Sunkist is now produced by Dr Pepper Snapple Group in USA. Sunkist is still the most popular orange product in United States.  [ii]   1.2 Vision, Mission, Slogan and Goals Vision (1) Global strategies for a stronger presence in the international marketplace (2) Make the brand more distinctive with premium quality fruit Mission To maximizing returns for quality Sunkist growers Slogan Feel All Orange Inside (2007-present) Goals Sunkists goal is to respond not only to the demand of their buyers for year round supplies of fruit items, especially citrus, but also to provide a strong marketing and promotional service to other fruit producers who have the same quality standards maintained by Sunkists traditional cooperative suppliers.  [iii]   Stage 2- Strategic analysis 2.0 Input Oranges is the primary ingredients for orange juice. Fresh Sunkist oranges from California and Arizona are available year-round. Their nature orange color is due to their growing climate. The color of the orange are never dyed. The Sunkist label or sticker on the orange is a guarantee that you are buying citrus of the highest quality. 2.1 Process At Sunkist Growers, the process combines natural, environmentally-conscious, wisdom with the benefits of technology. Sunkist citrus is grown on over 300,000 acres of fertile soil in California and Arizona. Pickers use special designed clippers for the different citrus varieties when they pick citrus. The pickers placed the fruit that they picked into a bag that hangs over their shoulder. After that, the fruit will be transported to the packinghouse. It is sent to the pre-grade area once the fruit reached the packinghouse. Before passed through the initial grading station, the fruit is pre-washed. After the computers grade the color and blemish of the fruit, the conveyor will carry the fruit to storage bins where the place held for packing. The fruit will be dumped out of the storage bins when it is ready for packing. The fruit is then re-washed, waxed and dried. After that the fruit is carried down the line where is it sized and stamped or stickered. The next process is the final grading before packing. The fruit is sorted by grade and carried down the line for packing. They pack the fruit depending on customer need. The most common are the cartons. The fruit is either bagged by machine or by hand. The counts and weight is measure by the bagging machines automatically. After that the bags will put into the cartons for shipment and carried to the accumulator area where they are put onto pallets. The cartons will be wraps tightly by the automatic palletizer so that they will not shift during transportation. The pallets are transported to the pre-cooler where they are held for shipment. Once the truck arrives to transport the fruit, the truck is loaded and the fruit moves on to its final destination.  [iv]   The main distribution points for Sunkist are restaurants, supermarkets, and convenience stores. It is distributed in all over the world. And also, the oranges are distributed to the manufacturer which processes the orange juice.  [v]   2.2 Steps of processing orange juice 1. Clean and grade the orange. Microbes and dirt is removed. Orange is rinsed and dried. Quality pieces will automatically separated by size prior to extraction. 2. Extraction Optimize the efficiency of the juice production process. Bitter resins must be carefully separated to avoid tainting the sweeter juice. The extracted juice is filtered through a stainless still screen. 3. Concentration Concentrated the juice and reduces the juice temperature to about 13 ° C. After that, stored in the refrigerated stainless steel bulk tanks. To achieve a high quality juice, the proper blending of juice concentrate and other flavor fractions is necessary. 4. Pasteurization To avoid spoilage. Use hot pasteurized juice to preheat the incoming unpasteurized juice. Preheated juice is heated with steam or hot water to the pasteurization temperature at about 85-94 ° C for around 30 seconds to reduce the microbe count. 5. Packaging Fill in the pasteurized juice while still hot to ensure sterility. Must be filling in sterile environment. Fruit juice packaged in this process has a shelf life of 2-4months at room temperature. 2.3 SWOT Analysis of Sunkist SWOT analysis refers to strength, weakness, opportunities and threats. Strengths and weaknesses refer to the organizations internal environment over which the firm has control. Strengths are areas where the organization excels in comparison with its competitors, while weaknesses are areas where the organization may be at a comparative advantage. Opportunities and threats refer to the organizations external environment, over which it has much less control. SWOT may appear in both the general and the competitive environment. However, the unpredictable nature of events in the general environment tends to make the use of SWOT analysis more problematic.  [vi]   Strengths The Sunkist brand is known for its high quality product and its customer service, and the Sunkist goal is to respond not only to the demands of our buyers for year round supplies of fruit items, especially citrus. Sunkist provides promotional service and also strong marketing to others fruit producer that have the same quality standards maintained by the Sunkist traditional cooperative suppliers. Sunkist is available in many flavors including orange, diet orange, lemonade; strawberry, pineapple, peach and fruit punch which appeals to the teen demographic. Weakness Consumer lack brand loyalty is one of the weaknesses. Maintaining consumers brand loyalty is not easy. There are a lot of other brand that can replace Sunkist, example, Tropicana, Freshers and Nestle. Sunkist is Contending with heavy advertising by other food manufacturers. Opportunities The teen demographic has been shown to be very influential when it comes to their parents purchase decision. Likewise, teens are having more of their own discretionary income, which tend to spend on food and entertainment. While Baby Boomers and Gen X-ers both have large discretionary incomes, both demographics have been largely ignored by other brands. Threats Due to diabetes and obesity, there is currently a trend in the world of consumers being more health conscious. Because of this, consumers are consuming fewer sweet and coloring beverages. With the recent recession, it expected that sales of major brands would drop while private labels increase in sales. 2.4 PEST Analysis Political The political factors are the arena in which organizations competitive for attention, resources, and regulations guiding the interactions among nations.  [vii]  The effects of global influence governmental policies on a firms competitive position increase the importance of forming an effective political strategy.  [viii]  So, Independent growers had to be licensed to carry Sunkist Trademark. Economic The economic environment refers to the nature and direction of the economy in which a firm competes or may compete.  [ix]  Economy strong due to industrial job needed to fuel war. Citrus exports for 1966-67 seasons have reached all-time high. In order to remain competitive, manufacturers exporting abroad will need to make efficiency gains and innovate so that they can offset the unfavorable exchange rate with a reduction in price or increase in quantity.  [x]   Social/Cultural The social / cultural factor is concerned with a societys attitudes and cultural values. Recently, many consumers are emphasis to healthier lifestyles. Consumers from ages of 37 to 55 increasingly concerned with nutrition. There is a large population of the age range known as the baby boomers. Since many are reaching an older age in life they are becoming more concerned with increasing their longevity. This will continue to affect the non-alcoholic beverage industry by increasing the demand overall and in the healthier beverages. Technological The technological factor includes the institutions and activities involved with creating new knowledge and translating that knowledge into new outputs, products, processes, and materials.  [xi]  Introduction of plastic bottles has increased sales for Sunkist as there are easier to carry and consumers can bin them once they are used. As the technology is getting advanced there has been introduction of new machines all the time. Due to introduction of this machineries the production of Sunkist Company has increased tremendously then it was few years ago. Executives must verify that their firm is continuously scanning the external environment to identify potential substitutes for technologies that are in current use, as well as to spot newly emerging technologies from which their firm could derive competitive advantages.  [xii]   Stage 3: Strategy Formulation 3.0 Porter Five Forces The Bargaining Power of Buyers Buyers can affect an industry through their ability to force down prices, bargain for higher quality or more services, and to play competitors off against each other.  [xiii]   The main buyers of Sunkist are individual consumers and restaurants. Fortunately, Wal-Mart is still a small company in that era. And also Sunkist is the major power holder. Even though, restaurants consumption increases, they are not organized, most of the purchased made by individual consumers. Sunkist has favorable condition for buyer power. The Bargaining Power of Suppliers Suppliers can exert bargaining power over participants in an industry by raising prices or reducing the quality of purchased goods and services. The factors that increase supplier power are the mirror image of those that increase buyer power.  [xiv]   Sunkist suppliers are mainly small producers. Sunkist is the merging power of those small producers, farmers. They have very strong relationship and each individual supplier does not have any power over Sunkist. It is favorable condition for Sunkist. Rivalry Competitive rivalry intensifies when a firm is challenged by a competitors actions or when a company recognizes an opportunity to improve its market position.  [xv]   Rivalry among competing firms is usually the most powerful of the five competitive forces. The food industry is becoming highly competitive. The difference between one Food Company and another is usually not that great. As a result, food industry has become more like a commodity an area in which the food company with the low cost structure, greater efficiency and better customer service will beat out competitors. Although Sunkist is the biggest player in the market, Florida growers, global competition and bottled orange juice producers are heating rivalry. Rivalry of Sunkist is still neutral. The threat of substitute Substitute products are goods or services from outside a given industry that perform similar or the same functions as a product that the industry produces. There are plenty of substitutes in the food industry. Most large food companies offer similar suites of services. The threats of substitute product of Sunkist are very high. Fresh orange market has very strong substitutes, and the biggest them all is bottled lemon juice. Even, some consumers think it is easier to use bottled orange juice instead of fresh orange. Some more there are concentrate orange juices, artificial flavoring, frozen orange, already flavored products. Overall threat of substitutes is unfavorable for Sunkist. The Threat of New Entrants The threat of new entrants is the extent to which new competitors may decide to enter an industry and reduce the level of profits being earned by incumbent firms. The threat of entry will depend on the existence of barriers to entry and the reaction of existing competitors.  [xvi]   Sunkist has a very strong brand name in the market. Consumers relate Sunkist brand name with the quality of it. These conditions is making barrier to entry very favorable for Sunkist. However, it is still not easy to differentiate fresh lemon form each other and Sunkist has very low marketing budget to increase awareness of its product. Moreover, fresh lemon consumers are mostly clustered on the east cost of United States and Florida producer has geographical advantages in terms of transportation cost. There is not any significant cost should be incurred to enter market and that open ways for international competitors to enter in US market and if somehow new entrant fails to succeed in the market they can always sell its product to processing firms. 3.1 Resources 3.1.1 Tangible resources Tangible resources are the assets that can be seen and quantified. Production equipment, manufacturing plants, and formal reporting structures are examples of tangible resources.  [xvii]  Sunkist is one of the 10 largest marketing cooperatives in the U.S. They handle sales of fresh oranges, grapefruit, lemons and limes. Sunkist manufactures 1600 citrus juice and peel products. There were 73 new Sunkist-branded products introduced in 2009 and 28 products reformulated in response to health and wellness trends. They have about 50,000 experienced staff in the operational centers, focused on customer service and daily transactions. 3.1.2 Intangible resources Intangible resources include assets that typically are rooted deeply in the firms history and have accumulated over time. The history of Sunkist has more than 100 year and they developed in order to foster and maintain stable markets for fruit growers, gain best possible return for produce and provide consumers around the world with quality citrus products at affordable prices. Sunkist develop a worldwide market, promote a brand name, access a global transportation system, develop comprehensive research capabilities, and gain governmental access to overseas markets.  [xviii]   3.2 Core Competency of Sunkist The realignment of Sunkists sales operations proved its effectiveness in 2009. The new centralized sales opera ­tion customizes practices to compete better and win in todays markets. The Sunkist brand was built over generations by deliver ­ing consistent supply and quality products. People trust Sunkist and that trust stood them in good stead during the difficult times in the world economy. As a category manager, Sunkist must have the right product, at the right price, at the right time. Today, Sunkist does. Sunkists global sourcing program allows it to manage the competition that is in the market anyway to the benefit of both its customers and growers.  [xix]   With an aggressive marketing strategy and attractive packaging, Sunkists organics program has been steadily growing. Today three Sunkist-affiliated packinghouses are certified to pack a number of varieties of organic citrus including lemons, Navel, Valencia and Cara Cara oranges, and Satsuma and W. Murcott Mandarins. Their customers are pleased that Sunkist has a year-round or ­ganics program and want them to increase their involvement.  [xx]   3.4 How Sunkist sustaining competitive advantages Sunkist has sustained competitive advantages in terms of Organization reputation, brand name, experience, and location. Sunkist is 100 years old company. It is well known and very strong brand name. Geographically Sunkist producers has very longer suitable climate to produce lemons. Sunkist has temporary competitive advantages for Supply chain access and cash flow. They have knowledge to move fresh product from one place to another. Sunkist can generate cash flow from their member. Sunkist understands of these markets and its ability to accurately analyze them drove revenue generation to new heights. Sunkist analysts used that information flow to assess and create market opportunities and to be more competitive, not just in the United States, but in all its markets.  [xxi]   3.5 Define Value Chain Firm Infrastructure Vision : Mission : Goal : Global strategies for a stronger presence in the international marketplace . To maximizing returns for quality Sunkist growers To provide a strong marketing and promotional service to other fruit producers Human Resource Training for staff Recruitment Technologies Development Grading Technology Sizing Technology Packing Technology Labeling Technology Procurement Machinery, Transportation, Staff Inbound Logistics Operations Outbound Logistics Marketing Sales Services Collect fresh fruits from California and Arizona Clean and grade the orange Concentration Pasteurization Packaging Finished goods will send it to restaurant, supermarket and convenience store. Advertising Promotion Customer Service Discount Value Chain refers to the process whereby a firm determines the costs associated with organizational activities from purchasing raw materials to manufacturing products to marketing those products. 3.6 SWOT Analysis (TOW Matrix) SWOT Analysis (TOW Matrix) Strengths- S -Represent a large market of citrus growers in California and Arizona -Producing in CA gives them longer to produce because of warm weather -Provide various services (processing, marketing, research procurement) to its member growers -Strong production in recent years and belief that this would continue -Research regarding breakdown of users is very thorough. Weakness- W -Contending with heavy advertising by other food manufacturers -Concentrated predominately in womens magazines -Consumers lack Sunkist brand loyalty Opportunities- O -Our findings indicate that possible demographic. -Changes of heavy lemon users can be used as an advantage. -Increased awareness of lemons may improve usage of lemons. SO Strategies -Sunkist should increase their exportation -Increase the quality of the product to meet customer satisfaction WO Strategies Make a strong distribution system to cater to avail the full benefit of the growing market. Seek more business from other country. -Promote the product by using effective ads. Threats- T -Fresh lemon consumption in the U.S. may continue to steadily decline -Increased competition with Florida growers -Forecasted increase in production during winter months -Concerns about retailers views of fresh lemons and its prepackaging ST Strategies -Advertise more products about Sunkist that are declining -Offer discount on the products to attract customer to buy Use high technology machinery to increase quality. WT Strategies -Decrease the price of declining product -Enter new market to get more customers. 3.7 Diagnosing Strategic Capabilities 3.7.1 BCG Matrix Star (Growth) Question Marks (Introduction) Cash Cows (Maturity) Dogs (Decline) Stars Stars are characterized by high growth and high market share. Stars is the organizations best long-run opportunities for growth and profitability. Sunkist orange juice is the product that gave a lot of opportunities and profit to Sunkist. Over the long run opportunities in stars will pay dividends as their large market share will enable them to generate cash as the market cows and they become cash cows. Cash Cows In Cash Cows stage, the products have a high relative market share position but compete in a low-growth industry. It called cash cow because they generate cash in excess of their needs. Apple juice is the cash cows. Sunkist has takes measure in apple juice to make the product in to stars. Question Marks Question marks are also known as problem child. The products at this stage have a low relative market share position, yet they compete in a high-growth industry. Sunkist cash needs are high and their cash generation is low. A high-quality grapefruit crop that moved well and com ­manded strong FOBs helped make 2008-09 one of the better years for grapefruit growers. Dogs The products have a low relative market share position and compete in a slow or no market growth industry. The dogs are lemon juice. It reduced economic activity in the foodservice industry resulted in the largest negative restaurant growth in 40 years. 3.8 Product Life Cycle Product Development Orange Apple Lemon Grapefruit Introduction Growth Maturity Decline Product Life cycle has 4 stages that consist of introduction, growth, maturity, and decline. Above is the product life cycle for Sunkist. The introduction stage of product life cycle is characterized by slow growth in sales and high costs as a result of limited production. Grapefruit is in the Introduction stage. Sunkist invests in research and development to produce new products. These command a premium price and confer upon the organisation a first mover advantage (Lieberman and Montgomery, 1988)  [xxii]  . Apple juice is in the growth stage. In this stage, sales increase rapidly as the market grows. It allows firms to reap the benefits of economies of scale. The increase in product sales brings greater profits which in turn attracts new entrants to the market. The maturity stage of the life cycle sees a slowing in sales growth and profits as the market becomes saturated. Orange juice is in the maturity stage. In this stage, low cost competition with other brand based on efficient production and technically proficient processes becomes more important. During the maturity stage of the life cycle it is conceivable that a product may benefit from innovation or finding new consumer markets. Lemon juice is in the decline stage. In the decline stage firms experience a fall in sales and profitability. Consumer loyalty shifts to new products.  [xxiii]   3.9 Promotion tools Sunkists has been steadily growing with an aggressive marketing strategy and attractive packaging. Sunkist uses few promotion tools to promote their product and services. Traditional newspaper and magazine advertisements are supplemented with grove tours and educational seminars for the media and chefs. Public relations campaigns such as the Worlds Largest Lemonade and the Worlds Largest Citrus Display attract wide media coverage, and targeted citrus information from Sunkist finds its way to consum ­er blogs and in-store promotions. Sunkists entry into the world of social networking is a cost-effective way to directly reach consumers. Sunkist is building a substantial following on Twitter and Facebook. They promote it in these two website because a lot people are playing with it recently. In addition, well over 100,000 subscribers receive our monthly online publication highlighting information, promotions, recipes and entertaining tips. Stage 4- Strategy Implementation 4.1 Sunkist international Strategy With over 7,000 Sunkist juice and juice drink dispensers in the US and Canada, had an ­other strong year, generating more Sunkist branding in restaurants, bars, schools, hotels and hospitals. Through Vitality, Sunkist is now one of the main beverage brands in the military. An effective international strategy begins with developing a standardized product that can be produced and sold the same way in multiple countries.  [xxiv]  Kenichi Ohmae  [xxv]  argues that delivering value to customers worldwide is the overriding goal, while other observes stress achieving strategic flexibility.  [xxvi]  Sunkist managers build strong worldwide distribution system and use profits from successful products and markets to subsidize the development of other products and markets.  [xxvii]   Jelly Belly successfully introduced a line of Sunkist Citrus Jelly Beans in 2009. In 2010 distribution will expand in the US and Canada. The existing line of Sunkist Fruit Gems and other products now boast a higher level of juice and new packaging. General Mills Sunkist Straw- berry Fruit Snacks became the third most popular product in the fruit snack category. Maverick Brands (Sunkist Natural juice and smoothies) and Old World Industries (Sunkist jarred fruit) enjoyed increased distribution and growth. Sales by a new licensee, Taylor Farms, formerly Sunkist Taylor, LLC (Sunkist packaged cut fruit), grew strongly in both retail outlets and schools. Sales of Sunkist-branded beverages in Asia continued to strengthen. Morinaga Milk (Japan) and Haitai Bever ­ages (Korea) led the way in innovation with a host of new products and flavors. Country House (Taiwan), tradi ­tionally a foodservice licensee, moved into retail with a line of new, high-quality juice drinks; and Fraser Neave (Singapore and Malaysia) continued their strong performance with Sunkist juice. RFM (the Philippines) successfully introduced newly packaged juice drinks and a new line of Sunkist fruit-flavored teas. The new line of Sunkist Premium 100% juice from A.S. Watson (Hong Kong and China) enjoyed good sales. Business in Europe and the Middle East, while currently small, is growing. Sunkist diversifies into foreign markets because it can generate sales profit opportunities that cannot be matched at home country. Internalization can also extend the marketable life of products or services that have reached their maturity in the home country. Sunkist has an extremely well-balanced export and domestic marketing program. They have a very strong sales and marketing team of seasoned veterans. They have excellent partnerships with ke

Alex Rikki Tikki

Both the book and the film used the same plot but spent a different amount of time on the explanation of the mall points. Hat are you trying to say) The plot of the book developed at a very quick pace during the orientation and became more detailed throughout the violence. The book of Rick Talk-Table explains the life of a young mongoose that Is separated from his family and normal environment due to a summer flood. The book involved two complications, one being Rick Tike's separation for his family and the other being that deadly snakes are in charge of the new environment that he Is having to adapt into.The climax of the story was Risk's first fight with a snake because it showed his revere and was the beginning of his adventure to defeating all the snakes. Rick Talk resolved both his problems by settling Into his new environment and found a new habitat. He also managed to kill the snakes and destroyed the eggs so that another dynasty of the snakes couldn't begin. The theme of the book version of Rick Talk-Table Is bravery and courage which are both demonstrated by Roll throughout the whole story. The plot of the film is also the same as the book except there are changes of sequences of events.The plot of the film developed gradually from a slow orientation and description of the story to a very quick explanation and showing of the violence. The film version of Rick Tike-Davit did not explain the life of the young mongoose but showed it instead which added an effect on the viewer because what was happening could be seen, The orientation In the film was narrated In detail and the film also had the same two complications as the book does as the story outline of both the film and book was the same.The climax of the film version of Rick Tike-Davit was the battle between Rick Tike and Nag In the bathroom as the lead up to this moment was very slow and it begun to become more intense. In the film Rick managed to resolve the complications by also adapting into his n ew home and killing the snakes and there eggs. The theme of the film version of Rick Tickle-Davit Is loyalty, bravery and courage which are noticeably demonstrated by Rick as he looked up to elders and showed his bravery through his victorious fights.The setting and characters were both key components for both the film and book. The film developed the characters and settings of Rick Tike-Davit better than the book. The characters ad different personalities and characteristics to each other. Nag and Angina are both represented as evil characters but Anglia is smarter than Nag Is. Dare and his wife are also the same except they both have a different personality and characteristic. Dare is a low self-esteemed character who is not very smart and is scared.Whereas his wife, Is the smarter one out of the two and will do whatever's required to guarantee her and her families safety, as shown when she flies down to slow down Angina during her battle with Rick. Characters' feelings were not o nly toy 2 Angina had a low, deep hiss that the viewer could straight away interpret anger from and to show Risk's anger his eyes changed into a sparkling red that helped the viewer identify his anger from. Anger was not the only characteristic shown through these visuals and sounds but it was the main one.Happiness was shown on Rick but the licking of his lips and his tail puffing up. Fear was shown through silhouettes and shadows creating a bigger version of the character. The setting in the film version of Rick Tike-Davit was explained in detail and was not only explained through words but also with visuals. Rather than having to describe the beginning of the story the filmmaker showed the audience and used sound effects to create a better understanding.The narrator in the film explained that the story was set in India whereas in the book it did not say where the story was set. The garden was the most described and was described positively through the perspective of Rick Tike-Davi t. â€Å"This is a splendid hunting ground† is an example of Rick enjoying the sight of the garden. Language features were used in the book to engage the reader. The book erosion of Rick Tike-Davit used language features to engage the reader throughout the story. He could fluff up his tail till it looked like a bottle brush† is an example of simile that the book uses. Rick Tike's tail is being compared to the fluffiness of a bottle brush and its softness. â€Å"Kicking and clucking† is an example of onomatopoeia that is used in at the beginning of the text through Risk's Journey getting washed away. An example of alliteration in the text is â€Å"Good gracious† and â€Å"bottle-brushy'. These two phrases use the same letter at the beginning of the word consecutively. Another example of simile used in the text is â€Å"as big as summer houses†.Multimode and visual features are key aspects throughout the film. The film version of Rick Tike-Davit uses multimode and visual features very effectively to make the story more entertaining and appealing. The sound and music of the film is used to make the segment being shown more realistic. At the beginning to allow the viewer to understand that the video is set in India it begins with Indian music and to make the summer flood more realistic sounds of thunder cracks and lightning strikes are used.Sound and music is also used to show adventure or in between segments when the narrator is not speaking. The film uses different camera shots, ranging from close ups to landscape shots. The film uses close ups mainly when Rick is angry to show his red eyes and its importance and signification to representing anger. Landscape or full shots were used to show the garden and all its beautiful and natural expressions. The film version of Rick Tike-Davit created a better understanding of the story and its outline rather than the book.This is because the film did not only tell the story like the book did but also showed it to help the viewer understand it much better. The book version had a lot of detail but lacked visuals and could have used more pictures so that the reader does not have to use their imagination. This is great work, Alex. Vive made a few suggestions (in red), but haven't corrected everything. I suggest that you re-read this critically and thoroughly and you'll see most things you might need to correct. One suggestion: use italics when you are talking about the book or film title Rick Tike-Davit.

My motivation Essay

My motivation to attend a Historically Black College or University has a lot to do with black history but not for the most common reasons. For me to be able to properly express my sentiments in making this selection, I would like to begin by speaking of my experience as a black woman and the experience of being black in America. This, I feel, is the only way that I can clearly explain my decision to attend a Historically Black College or University. In the very beginning of this nation’s history, Americans were under the power of England’s monarchy. The Americans were able to overthrow the shackles of bondage and created a Constitution that declares its steadfast belief in the ideals of freedom, equality and the pursuit of happiness. But immediately after the Declaration of Independence and even after the Constitution was signed and accepted by leaders of the new government, not every American citizen is treated fairly. This led to the development of several plans that were aimed at making things equal. Among which, affirmative action was praised and pilloried as the answer to racial inequality. First introduced by President Kennedy in 1961, â€Å"Affirmative action† was designed as a method of reducing the discrimination that had remained despite the civil rights laws and constitutional guarantees. It was a method that was put in place as a â€Å"Temporary Measure to Level the Playing Field† through the offering of the same opportunities to all Americans. While the â€Å"Affirmative Action† plan was intended to have good effects, it resulted in exposing the flaws in the system as â€Å"Reverse Racism† began to emerge and the â€Å"Bakke† case came about where a white male was rejected two years in a row in favor of admitting other minorities through a quota system. This â€Å"Reverse Racism† and other flaws led to a mounting anger against â€Å"Affirmative Action† and soon it became a Zero Sum Game as jobs and opportunities became open to minorities but not to whites. During this period, â€Å"Preferential treatment† and â€Å"quotas† became expressions of contempt. This is where my drive to apply at this Historically Black College or University comes from because I am a firm believer in the progress that has been made to address this situation. The recent victory of Barack Obama in the United States Presidential Election of 2008 is one of the biggest issues among many other big events that have occurred in America this year. This year’s election was even more controversial because of the racial issue, which they barely, if at all, had in previous elections. During the course of the campaigns, other candidates may have mentioned the racial difficulties in their speech or public pledge, but no candidate ever represented him-self as a minority. The United States, I am proud to admit, has begun the long process of change. The idea of having a Black President was unthinkable and unimaginable ten years ago. Yet, it must be pointed out that it was only achievable because America is blended by multi-ethnicity, which means America is like a melting pot, where all different races and cultures are mixed in one particular land, often called â€Å"a country of immigrants†. Many other countries aside from than the United States were and still likely to deny minorities as their presidents. This recent success is a clear sign that Obama’s successful run for president has broken through the ‘last racial barrier’. America no longer has to be rudely awakened by the Civil Rights Movement to realize that there is still much work to be done with regards to racism in this country. When Martin Luther King, Jr. died, the nation was ready for a major change. Ending segregation in the South and improving the status of the Negro race is now the correct thing to do. The victory of Barack Obama sends a message of change that resounds with all the voters; it speaks of change and opportunity for all those who had none and all those who have none. It is this same message of change that has prompted me to embrace my country for taking steps in initiating this change. These Historically Black Colleges and Universities have been trying to change this trend since their inception and I feel that it is my duty to be a part of that proud history and continue the message of change by pushing back the barriers. As the United States continues to grow in population size, the impact that the minorities have on the future of America will no longer be a minor one, to say the least. Without any effective action, these minorities will not be able to take advantage of the opportunities that America has to offer. Affirmative action was supposed to be the future of a great America. An America as envisioned by the forefathers who declared that no person shall be denied the right to life, liberty or property just on the basis of the color of his skin. Any effective action, such as taking an active role by applying to Historically Black Colleges and Universities, with regard to improving society should not be about segregating people or creating a different class. It should instead focus on creating opportunities for those who have none and building relationships that will ensure that America can remains as the great country that it has been and is for ages to come. It is said that the future belongs to those who believe in the beauty of their dreams. I am one of those individuals who firmly believe in my dreams and am not afraid to work hard to attain them. I know that I have a long road to travel but I am neither daunted nor intimidated by this because I know that I can succeed. I am also confident in the fact that with the experiences that I can gain from this university there is so much more that I can accomplish in life and I look forward to the day that this dream becomes a reality.

Gender Is A Social Construction - 849 Words

Soc 201 Section: Q Reed, Djonae Paper 1: Question C First, what is gender? What does it mean to say that gender is a social construction? Gender refers to the personal traits and social positions that members of a society attach to being female or male. (Macionis 2015:308) The society in which we live produces our views of what women and men are and what they are supposed to be. However, many people say that gender is â€Å"socially constructed†. Basically meaning it is constructed by society. For many decades, it has been what gender should represent and what it should look like. For instance, if someone is labeled with the gender, boy, they are supposed to wear blue, like trucks, and cars, be rough, like sports, make the most money for the family, etc. If someone is labeled with the gender, girl, then they are supposed to wear pink, like dresses, makeup, be polite, be nice, be nourishing clean the house, etc. The continuous day-to-day construction of gender has been called â€Å"doing gender†. (West /Zimmerman: 1987). According to West and Zimmerman, â€Å"Doing Gender† means to perform complex societal activities of perception, interaction and of micro-politics which define certain activities pursuing either masculine or feminine. This means that the â€Å"doing† of gender justifies social structures and thus establishes the male and female difference as natural. However, processes of doing gender aren’t only carried by individuals in society but also throughShow MoreRelatedGender And Social Construction Of Gender1230 Words   |  5 Pages‘Gender’ is a category used by all human beings to describe the state of being either male or female. Gender is often described as socially constructed which implies that it is something individuals may not be aware of. Through the social construction of a concept, meanings are created. These meanings and understandings are developed in coordination with other individuals rather than within individuals thems elves. Because all societies are different, the social construction and therefore definitionsRead MoreThe Social Construction Of Gender1220 Words   |  5 PagesQuestion 3 In the reading â€Å"The social Construction of Gender† by Judith Lorber she describes how gender is socially constructed. Sex is the biological difference while gender is the social and cultural meanings attached to femininity and masculinity (lecture). From the time that a child is born the doctor assigns it a gender, girl or boy, depending on its genitalia. In the reading â€Å"Naming All the Parts† it focused on how when doctors view genitalia to decide the gender they say there is a penis orRead MoreSocial Construction of Gender1183 Words   |  5 Pagesexactly is â€Å"Gender† and what a â€Å"Social Construct† means. GENDER In a layman’s language, Gender is simply the distinction between male and female. However, if we look deeper in well, we will notice the gender construction starts with the association of sex category at the time of birth. Sex is the biological distinction between a man and a woman and gender is based on sex. A sex category becomes a gender status through naming, dress and the use of other gender marksRead MoreThe Social Construction Of Gender978 Words   |  4 PagesSociologist Peter Berger wrote in his â€Å"Invitation to Sociology† book that â€Å"social reality has layers of meaning, and the discovery of each new layer changes the perception of the whole.† (Berger 1963). Berger, as a sociologist responsible for helping create the social constructionism theory, is not just extending an invitation to sociology. He is already explaining how the world can be viewed by people who already are actively participating in society. This consciousness allows the layer of how peopleRead MoreThe Social Construction Of Gender1000 Words   |  4 Pagesas the definition of gender and gender norms. Judith Lorber wrote an essay called, The Social Construction of Gender. The essay was included in the textbook, Women s Lives. A textbook written by Gwyn Kirk and Margo Okinawa Rey. â€Å"Women’s Lives† is a Feminist focused compilation of essays. As well as, cultur al analysis of women globally. Lorber is one of many authors who wrote essays regarding gender for â€Å"Women’s Lives. Lorber argues gender constantly changes due to social interaction. A societyRead MoreThe Social Construction Of Gender Essay1297 Words   |  6 Pagesownership of their bodies. The first article is â€Å"The Social Construction of Gender† by Judith Lorber. In this essay she states that sex and gender is constructed through the society in which we live and that, â€Å"Gender is so pervasive that in our society we assume it is bred into our genes† (Lorber, 64). Lorber’s article takes the standpoint that physical gender expression is such an important topic to individuals because when the conventions of gender are shifted, â€Å"we feel socially dislocated† (65). AnRead MoreThe Social Construction Of Gender989 Words   |  4 PagesRace is a system of categories put in place by society in order to make each individual fit into a certain social group. It is due to societies implementation of such a system that individuals in these racial categories do not always look at each other as equals, causing a race to not always identify themselves as a homogenous front. This essay will delve into the poetry of a popular Def Jam spoken word artist Black Ice, whose piece Bigger Than Mine looks into the dualism within Black society inRead MoreThe Social Construction Of Gender832 Words   |  4 PagesSex, as we have learned, refers to the physical and anatomical differences between males and females. These differences are biological and unambiguous. Gender on the other hand, refers to the aspects that influence each sex and make them distinct from a social standpoint, and each of us does gender constantly. The social construction of gender has caused controversy throughout the years, and has ultimately conceived one of the most contended topics in our society of late: feminism. Feminism refersRead MoreThe Social Construction Of Gender957 Words   |  4 Pagesregulations in which people have to obey making social life be structured. Society has expectations for people to live by. People tend to live up to the norms in order to feel part of the world. Individuals do not want to be judged and labeled, so unconsciously live by the roles that they believe their gender has to follow. Gender is socially constructed concept in which society acts upon. The family is the first to influence individuals to this idea. Gender has roles in which boys and girls are supposedRead MoreGender Is A Social Construction1213 Words   |  5 PagesS One cannot talk about social interactions in society without talking about gender. Gender is part of According to Macionis (2015), gender is â€Å"the personal traits and social positions that members of a society attach to being female or male†. Most societies only view gender as being either male or female. An individual must portray their gender correctly in order to be normal in society. Meaning a woman must act feminine and a man must act masculine. However, what happens when an individual chooses