Cameron International Corp Essay Example for Free

Cameron International Corp Essay The three major issues facing Cameron International (CAM) are acquisitions, environmental, and competition risk. Cameron International is primarily involved in the manufacture of petroleum production equipment, compression and power equipment to direct flows of oil and gas wells. Acquisitions The company is formerly known as Cooper Cameron Corporation. The company growth depends on the availability of natural resources. To be able to be competitive in the industry, it needs to analyze the existing processes and identify the best production method for harnessing oil and gas, and adjusting it manufacturing operations towards the identified need. The Company made significant investments in improving its services and products over the years. During 2004 to 2005, the company has acquired Petreco International and Dresser Flow Control Businesses. Also, â€Å"Recently CAM paid approximately $44 million to acquire DES Operations Limited, a Scotland-based supplier of production-enhancement technology, which will enhance the subsea operations within the Drilling and Production Systems segment† (value line). Subsea operations is the new direction to which the company is heading. In fact, the company is currently working on more than 15 major subsea projects using motors and other equipment made by an aerospace-industry contractor (Factiva Wall Street Journal). These projects will require a longer time, a large increase in financial scope, a need in substantial engineering, and it will also involve the application of existing technology to new environments or new technology (CAM 10K 2006 p. 7). Because this new operations are larger and more complex than traditional operations, the Company may not be prepared for meeting the expertise and technical requirements of the projects. Failure to meet client’s expectations does not only lead to loss in revenue, but also to loss of the significant financial investments committed by the company towards this innovation. The company has had both success and failures in this new endeavor. Subsea operations account for eight percent (8%) of the company’s revenue in 2006 (CAM 10K 2006 p. 7). According to Fortune magazine, the company has raised earnings by producing an array of subsea valves, wellheads and blowout protectors which are currently on high demand. The result is expected to make Camerons profits to climb thirty-nine percent (39%) this year. On the other hand the company experienced backlogs on the projects, amounting to as much as four hundred eight million dollars ($408 millions). Based on these figures, it is clear that the new operations of the Company can be lucrative and risky. As mentioned above, the new operations involve the following risks: not meeting client’s expectations, incurring delay, loss of revenue, loss of opportunity and loss of capital. Environmental Litigation The Company has a strong policy on environment sustainability and has implemented measures to ensure the quality, safety and reliability of its products. It utilizes an all electric sub-sea production system which is designed to reduce environmental contamination risks. It line of compression products offer greater efficiency and reduced emission levels. (Annual report 2006 p. 9) The company has conducted oil risk spills analysis through the OSRA models originally developed by Smith and company, which has been enhanced over the years and uses realistic data fields of winds and ocean currents in the GOM (OCS Report 2007). However, it may be noted that with Cameron’s policy to pursue an electric sub-sea production system, the risk of oil spills is reduced and the likelihood of it being involved in a major oil spill is reduced. In addition to this, the company has exerted efforts towards managing environmental risks involved in subsea operations by contributing in the development of a shut-off device called Environmental Safe Guard. This device has been proven successful in operation under 2000-m water (Simondin, et. al. 2005). Competition Risk Cameron International has maintained a track of growth in the oil industry, from 1833 up to the present. It currently manufactures 50 different brands of drilling and production systems. Growth can be expected to continue. As pointed out in the Company’s annual report (2006), sales of equipment like compression systems has registered a steady increase with the greatest share of revenues accruing from sales outside the United States. The Company has maintained an excellent revenue growth rate at thirty-nine point sixty-seven percent (39. 67%). It also has a net income growth rate of eighty-one point eighty-eight percent (81. 98%), while maintaining a good debt to equity ratio of forty-three point fifty-two percent (43. 2%). Debt to equity ratio is good compared to the industry average of 63% (Corn 2007). A comparison of the company’s ratios with others in the fields provides a clearer picture of its performance in the industry. The company’s touted revenue growth rate is ranked fifteenth (15th) in the industry and is extremely small compared to the leading company. Its long term growth rate is assessed as twenty-one percent (21%), also fifteenth in the industry. These ratios show us that the company’s performance is not the leading company in its industry but it does perform respectably compared with the other players. In its 10K, the company claims that it has a growing global market (CAM 10K p. 7). Some financial analysts agree with this statement. The CEO of Clear Indexes LLC and Clear Asset Management LLC claims that there is an increasing demand for oil in China and India and the Company is â€Å"ideally placed† in supplying the demand for increased production (Corn). However, because of the ties of Corn’s own company with CAM, this statement should not be taken at its face value. In the 30 April 2007 issue of Fortune, the company is only seventh in the industry with Halliburton ranking first. On a positive note, the company did climb up the Forbes 500 list with a present ranking of five hundred fifty-third (553rd) from last year’s six hundred eighty-fifth (685th). (Fortune 500 annual ranking) Based on the analysis above, the company’s performance is acceptable but not stellar. The changes made by the company towards subsea operations may be the wave of the future, providing not only a significant portion of the company’s revenues but also lowering environmental liability risks that are necessarily included in the company’s operations. The move, however, is not without its disadvantages. Subsea operations requires the commitment of large amounts of capital and expertise, expertise that the company has not fully mastered. The failure of the company in this endeavor will adversely affect the company’s growth for years to come.

Predicting Thermal-Hydraulic Behaviour of Nuclear Reactors

Predicting Thermal-Hydraulic Behaviour of Nuclear Reactors In the last decades, several codes have been developed to predict the thermal-hydraulic behaviour of nuclear reactors like ATHLET, CATHARE, RELAP, RETRAN. However, these codes were developed to power reactors perform. To extend the application for the analyses of research reactor some modifications or addition of some procedures have been done. This section presents some considerations for using of RELAP/SCDAP and MELCOR for accident analysis of KHRR reactor. 1.1. RELAP/SCDAP 1.1.1. Thermal Hydraulic RELAP5 computer program can be applied to a wide range of reactor designs and transient/accident conditions. Except for certain reactivity-initiated events, the code is applicable to LOCAs; loss of flow accidents (LOFAs); loss of heat removal events and anticipated transients without scram (ATWS). Modelling of a subcooled boiling flow is important because an accurate knowledge of the void fraction distribution in reactor cores is required to properly perform various safety analyses. Most available boiling models were developed for and tested at the high-pressure conditions of a power reactor. Many reactor safety analysis codes such as RELAP5, which use such models, cannot satisfactorily predict void fraction distributions in low pressure subcooled boiling flows. This has limited the use of the RELAP5 code for low-pressure research reactor applications. It seems that the case of fast reactivity transient will be affected due to the importance of the models for the precise description of the complex phenomenon of subcooled boiling and two phase flow taking place during the transient. With respect to the reliability of the RELAP5 code for the analysis of research reactor transients additional investigations related to the above topics are needed. 1.1.2. Core Melt Progression Although developed for light water reactors (LWR), the code is a flexible tool for computerized simulation as its approach allows to models as much as needed of a particular thermal-hydraulic system, with use both for anticipated transients of nuclear power plants or of research reactors, and also for small scale test facilities. It is generally known that design peculiarities of HWR type reactors, especially the moderator separated from the coolant do not allow a straightforward application of the advanced core degradation models existing in computer codes such as SCDAP/RELAP5, MELCOR, ICARE/CATHARE or ATHLET. But the analysis of design basis accidents and the modelling of experiments in specially designed facilities can be successfully performed. Moreover, the early phase of the accident, including heatup due to voiding and oxidation, as well as, to a certain extent, other particular phenomena associated with the loss of geometrical integrity in course of a LOCA type accident coincident with ECCS, can be successfully modeled. Several code extensions (for Atucha specific features) were added in RELAP/SCDAPsim3.6. These modifications included: modeling of coolant channel to coolant channel radiation heat transfer, oxidation of the outer wall of the coolant channels, molten pool behavior and relocation of a core with separated coolant channels, and heat transfer in a lower head that includes a filling body (massive steel structure occupy most of the hemispherical volume and causing relocated debris to have a wide and thin-in-height shape). As an extra argument in favor of the utilization of the code for KHRR, the existence of the heavy water library in the release packages of RELAP/SCDAPSIM versions can be mentioned. 1.2. MELCOR 1.2.1. Material Properties Thermophysical properties for some solid materials should be added to the Material Properties (MP) package database. They are melting point, latent heat of fusion, density, specific heat, thermal conductivity and enthalpy for Zr-1.5%Nb, type 304 stainless steel. Values for these material properties can be obtained from an open literature or, because of lack of data for the alloys at high temperatures, can be estimated by Nause and Leonard. In addition to properties of solid materials, the MP package in MELCOR contains tabulated values for thermal conductivity and Viscosity of light water (H2O) and steam. Because of the presence of heavy water (D2O) in the KHRR reactor, an assessment was made concerning the differences between these properties and those appropriate for D2O. Nause and Leonard concluded that the differences between heavy and light water thermal conductivity, heavy and light steam viscosity, and heavy and light steam thermal conductivity are negligible for the purpose and intended applications of MELCOR. For these properties, MELCOR will use the light water data in the MELCOR database to model heavy and light water in the KHRR reactor system . The only thermophysical property of D2O observed to differ from that of H2O by more than ten percent is viscosity. Viscosity of D2O is observed to differ from that of H2O by as such as 30 percent over fluid, the temperature range of interest for the KHRR reactor. It is not known if differences in this single property are large enough to result in considerably different predictions of KHRR reactor coolant system hydrodynamic behavior. Sensitivity analyses will be performed in the future to examine this remaining uncertainty The MP package in MELCOR includes tabulated values for the viscosity of hydrogen gas and the Noncondensible Gas (NCG) Equation of State package contains values for hydrogen heat capacity. Again, because of the possible coexistence of hydrogen and deuterium gas in the KHRR reactor systems, a comparison of the viscosity and heat capacity between the two gases was made. The difference between hydrogen and deuterium gas viscosity and heat capacity is concluded to be sufficiently large to warrant adding D2 to the noncondensible gas flow field in MELCOR (D2 gas viscosity is approximately 40 percent greater than H2, and H2 heat capacity is approximately 50 percent greater than D2.). As a result, both properties have been included in their appropriate MELCOR database locations The H2O package in MELCOR represents the equation of state for light water. Because heavy water is the primary coolant and moderator in the KHRR reactor system, a comparison of the thermodynamic properties of light and heavy water and steam was made. It was found that the saturation pressure versus temperature data for light and heavy water differ by less than six percent. The difference in enthalpy between light and heavy water for the saturated and subcooled liquid states is below five percent at all temperatures and pressures of concern. The differences between light and heavy steam enthalpy are below eight percent over all temperatures and pressures of concern. These differences in properties between light and heavy water and steam are tolerable for the purpose and intended applications of MELCOR. Any change in properties related to the equation of state for light water in MELCOR would require that the changes be made in a manner that preserves the Maxwell relations. Therefore, s imple adjustments to the current H2O properties are not practical. Either the properties contained in the H2O package must be replaced, or the current properties must be used. It has been concluded that using light water transport properties to represent the coolant, moderator Emergency Cooling System (ECS), and confinement spray fluids in the KHRR reactor system is a reasonable and pragmatic approximation to those for the true mixed H2O/D2O system . 1.2.2. Core Melt Progression Unique features of KHRR do not allow a straightforward application of MELCOR for analysis of core melt progression in KHRR reactor, same as RELAP/SCDAP. Coolant channels in KHRR reactor are located inside the moderator tank in a hexagonal pitch, so it is expected that the behavior of the core during meltdown will be somewhat different from that of regular LWRs. As the coolant channels are not in close contact with each other, molten material from different channels most likely will not agglomerate to form a crust strong enough to support an in-core molten pool. So the most expected behavior is that molten material is directly relocate to the bottom of the core.

Product and market analysis of Ice Cream

Product and market analysis of Ice Cream Kulfi is a popular South Asian, ice cream made with boiled milk typically from water buffalo. It comes in many flavors, including pistachio, malai, mango, cardamom (elaichi), and saffron (kesar). Kulfi differs from western ice cream in that it is richer in taste and creamier in texture. As well, where western ice creams are whipped with air or overrun, kulfi contains no air; it is solid dense frozen milk. It is made by boiling milk until it is reduced to half. Then sugar is added and the mixture is boiled for another ten minutes. Then flavorings, dried fruits, cardamom, etc. are added. The mixture is then put in moulds and frozen. One can eat kulfi plain as is or it can be garnished with ground cardamom, saffron, or pistachio nuts. As well, Kulfi is also served with Falooda vermicelli noodles. But since the kulfi could not become world famous, with the concept of kulfi, ice-cream was started in 1981 in India. Then onwards it has been one big journey. on the road. Now, Ice Age The Healthy Ice Cream Parlor brings to you the new generation of Ice Creamsà ¢Ã¢â€š ¬Ã‚ ¦. The Evolution of Ice Cream Ice creams origins are not known to reach back as far as the second century B.C., although no specific date of origin nor has inventor been undisputable credited with its discovery. We know that Alexander the Great enjoyed snow and ice flavored with honey and nectar. Biblical references also show that King Solomon was fond of iced drinks during harvesting. During the Roman Empire, Nero Claudius Caesar (A.D. 54-86) frequently sent runners into the mountains for snow, which was then flavored with fruits and juices. Over a thousand years later, Marco Polo returned to Italy from the Far East with a recipe that closely resembled what is now called sherbet. Historians estimate that this recipe evolved into ice cream sometime in the 16th century. England seems to have discovered ice cream at the same time, or perhaps even earlier than the Italians. Cream Ice, as it was called, appeared regularly at the table of Charles I during the 17th century. France was introduced to similar frozen desserts in 1553 by the Italian Catherine de Medici when she became the wife of Henry II of France. It wasnt until 1660 that ice cream was made available to the general public. The Sicilian Procope introduced a recipe blending milk, cream, butter and eggs at Caf Procope, the first caf in Paris. Ice Cream for America The first official account of ice cream in the New World comes from a letter written in 1744 by a guest of Maryland Governor William Bladen. The first advertisement for ice cream in this country appeared in the New York Gazette on May 12, 1777, when confectioner Philip Lenzi announced that ice cream was available almost every day. Records kept by a Chatham Street, New York, merchant show that President George Washington spent approximately $200 for ice cream during the summer of 1790. Inventory records of Mount Vernon taken after Washingtons death revealed two pewter ice cream pots. President Thomas Jefferson was said to have a favorite 18-step recipe for an ice cream delicacy that resembled a modern-day Baked Alaska. In 1812, Dolley Madison served a magnificent strawberry ice cream creation at President Madisons second inaugural banquet at the White House. Until 1800, ice cream remained a rare and exotic dessert enjoyed mostly by the elite. Around 1800, insulated ice houses were invented. Manufacturing ice cream soon became an industry in America, pioneered in 1851 by a Baltimore milk dealer named Jacob Fussell. Like other American industries, ice cream production increased because of technological innovations, including steam power, mechanical refrigeration, the homogenizer, electric power and motors, packing machines, and new freezing processes and equipment. In addition, motorized delivery vehicles dramatically changed the industry. Due to ongoing technological advances, todays total frozen dairy annual production in the United States is more than 1.6 billion gallons. Wide availability of ice cream in the late 19th century led to new creations. In 1874, the American soda fountain shop and the profession of the soda jerk emerged with the invention of the ice cream soda. In response to religious criticism for eating sinfully rich ice cream sodas on Sundays, ice cream merchants left out the carbonated water and invented the ice cream Sunday in the late 1890s. The name was eventually changed to sundae to remove any connection with the Sabbath. Ice cream became an edible morale symbol during World War II. Each branch of the military tried to outdo the others in serving ice cream to its troops. In 1945, the first floating ice cream parlor was built for sailors in the western Pacific. When the war ended, and dairy product rationing was lifted, America celebrated its victory with ice cream. Americans consumed over 20 quarts of ice cream per person in 1946. In the 1940s through the 70s, ice cream production was relatively constant in the United States. As more prepackaged ice cream was sold through supermarkets, traditional ice cream parlors and soda fountains started to disappear. Now, specialty ice cream stores and unique restaurants that feature ice cream dishes have surged in popularity. These stores and restaurants are popular with those who remember the ice cream shops and soda fountains of days past, as well as with new generations of ice cream fans. According to legend, Marco Polo brought the secrets of ice cream with him from the Orient, together with other sundry savories. There is, however, no proof of that, although there is some evidence that the Chinese indulged in iced drinks and desserts, which gives some weight to the Marco Polo theory. The Chinese did, however, teach Arab traders how to combine syrups and snow, to make an early version of the sherbet. Arab traders proceeded to show Venetians, then Romans, how to make this frozen delight. The Emperor Nero was quite fond of pureed fruit, sweetened with honey, and then mixed with snowso much so that he had special cold rooms built underneath the imperial residence in order to store snow. In the 1500s, Catherine de Medici brought the concept of the sorbet to the French, who were soon to make a great improvement on it. As you will have noted, the above are frozen desserts, not ice cream. That invention awaited the development of the custard, then the discovery that freezing it would create a delectable dessert. This notable event occurred in 1775 in France, and was shortly followed by the invention of an ice cream machine, which did a much better job of creating a light and fluffy frozen custard than beating by hand could do. Thomas Jefferson, who imitated Nero in having a special cold room for storing snow, provides us with the first recipe for ice cream found in the United States. Not to be outdone, George Washington invested in one of the ice cream machines. Until 1851, ice cream (or, more frequently, cream ice) was solely made at home. But an intrepid man from Baltimore, named Jacob Fussell changed all that by opening the first ice cream factory. Near the turn of the century, the ice cream soda was created, although by who seems to be in questioneither James W. Tuff or Robert Green. It does seem to have been done by accident, howevera scoop of ice cream falling in a glass of flavored soda water. At any rate, the drink became a national craze, and many a girl and boy went courting over an ice cream soda. So many, in fact, that many municipalities passes laws forbidding the sale of soda water on Sunday. Quickly afterwards, the sundae was inventedit contained the ice cream, syrup, and whipped cream of the soda, but without the evil influence of soda water. Numerous variations existed. The next ice cream craze with the 1904 Louisiana Purchase Exposition in Saint Louis. Charles Menches was doing a lively business selling scoops of ice cream in dishes, all the way up to the point that he ran out of dishes. Frustrated, but determined to still find a way to make a profit, he lighted upon his friend Ernest Hamwi, who was selling a wafer-like cookie called zalabia (a Syrian treat). The combination proved irrestible. HISTORY OF THE ICE CREAM CONE For over a century, Americans have been enjoying ice cream on a cone. Whether its a waffle cone, a sugar cone or a wafer cone, what better way to enjoy a double scoop of your favorite flavor? Making Its Appearance The first ice cream cone was produced in 1896 by Italo Marchiony. Marchiony, who emigrated from Italy in the late 1800s, invented his ice cream cone in New York City. He was granted a patent in December 1903. Although Marchiony is credited with the invention of the cone, a similar creation was independently introduced at the 1904 St. Louis Worlds Fair by Ernest A. Hamwi, a Syrian concessionaire. Hamwi was selling a crisp, waffle-like pastry zalabis in a booth right next to an ice cream vendor. Because of ice creams popularity, the vendor ran out of dishes. Hamwi saw an easy solution to the ice cream vendors problem: he quickly rolled one of his wafer-like waffles in the shape of a cone, or cornucopia, and gave it to the ice cream vendor. The cone cooled in a few seconds, the vendor put some ice cream in it, the customers were happy and the cone was on its way to becoming the great American institution that it is today. A Business Is Born St. Louis, a foundry town, quickly capitalized on the cones success. Enterprising people invented special baking equipment for making the Worlds Fair cornucopia cones. Stephen Sullivan of Sullivan, Missouri, was one of the first known independent operators in the ice cream cone business. In 1906, Sullivan served ice cream cones (or cornucopias, as they were still called) at the Modern Woodmen of America Frisco Log Rolling in Sullivan, Missouri. At the same time, Hamwi was busy with the Cornucopia Waffle Company. In 1910, he founded the Missouri Cone Company, later known as the Western Cone Company. As the modern ice cream cone developed, two distinct types of cones emerged. The rolled cone was a waffle, baked in a round shape and rolled (first by hand, later mechanically) as soon as it came off the griddle. In a few seconds, it hardened in the form of a crisp cone. The second type of cone was molded either by pouring batter into a shell, inserting a core on which the cone was baked, and then removing the core; or pouring the batter into a mold, baking it and then splitting the mold so the cone could be removed with little difficulty. In the 1920s, the cone business expanded. Cone production in 1924 reached a record 245 million. Slight changes in automatic machinery have led to the ice cream cone we know today. Now, millions of rolled cones are turned out on machines that are capable of producing about 150,000 cones every 24 hours. FROM THE COW TO THE CONE How Ice Cream Is Made Everybody has a favorite flavor or brand of ice cream, and the debate over whose ice cream is the best rages on each year. While each manufacturer develops its own special recipes, ice cream production basics are basically the same everywhere. The most important ice cream ingredients come from milk. The dairy ingredients are crucial in determining the characteristics of the final frozen product. Federal regulations state that ice cream must have at least 10% milk fat, the single most critical ingredient. The use of varying percentages of milk fat affects the palatability, smoothness, color, texture and food value of the finished product. Gourmet or super premium ice creams contain at least 12% milk fat, usually more. Ice cream contains nonfat solids (the non-fat, protein part of the milk), which contribute nutritional value (protein, calcium, minerals and vitamins). Nonfat dry milk, skim milk and whole milk are the usual sources of nonfat solids. The sweeteners used in ice cream vary from cane or beet sugar to corn sweeteners or honey. Stabilizers, such as plant derivatives, are commonly used in small amounts to prevent the formation of large ice crystals and to make a smoother ice cream. Emulsifiers, such as lecithin and mono- and diglycerides, are also used in small amounts. They provide uniform whipping qualities to the ice cream during freezing, as well as a smoother and drier body and texture in the frozen form. These basic ingredients are agitated and blended in a mixing tank. The mixture is then pumped into a pasteurizer, where it is heated and held at a predetermined temperature. The hot mixture is then shot through a homogenizer, where pressure of 2,000 to 2,500 pounds per square inch breaks the milk fat down into smaller particles, allowing the mixture to stay smooth and creamy. The mix is then quick-cooled to about 40 °F and frozen via the continuous freezer method (the batch freezer method) that uses a steady flow of mix that freezes a set quantity of ice cream one batch at a time. During freezing, the mix is aerated by dashers, revolving blades in the freezer. The small air cells that are incorporated by this whipping action prevent ice cream from becoming a solid mass of frozen ingredients. The amount of aeration is called overrun, and is limited by the federal standard that requires the finished product must not weigh less than 4.5 pounds per gallon. The next step is the addition of bulky flavorings, such as fruits, nuts and chocolate chips. The ingredients are either dropped or shot into the semi-solid ice cream after it leaves the freezer. After the flavoring additions are completed, the ice cream can be packaged in a variety of containers, cups or molds. It is moved quickly to a hardening room, where sub-zero temperatures freeze the product to its final state for storage and distribution. ICE CREAM LABELING WHAT DOES IT ALL MEAN? There are many choices in todays ice cream case to suit a wide variety of consumer tastes. There is plenty of information on food labels, but what does it really mean? Here, the International Ice Cream Association sheds some light on how ice cream and related products are labeled. Labeling Definitions The U.S. Food and Drug Administration (FDA) sets standards of identity for many foods so that consumers will get a consistent product, no matter what brand or type they buy. For ice cream, FDA permits the use of nutrient descriptors such as light, reduced fat and low fat so that consumers know exactly what theyre selecting in terms of nutritional content. These FDA standards follow the federal Nutrition Labeling and Education Act (NLEA), which governs all food labeling. Here are some of the terms consumers are seeing in the supermarket, and exactly what those terms mean: Ice cream is a frozen food made from a mixture of dairy products, containing at least 10% milk fat. Reduced fat ice cream contains at least 25% less total fat than the referenced product (either an average of leading brands, or the companys own brand.) Light ice cream contains at least 50% less total fat or 33% fewer calories than the referenced product (the average of leading regional or national brands.) Low fat ice cream contains a maximum of 3 grams of total fat per serving Nonfat ice cream contains less than 0.5 grams of total fat per serving. Quality Segments In addition, there are commonly used marketing phrases that describe ice cream products in terms of quality segments, such as super premium, premium and economy. Several factors can contribute to a products quality segment, such as price, brand positioning, product packaging, quality of ingredients and the amount of overrun (air) in the product. Overrun refers to the amount of aeration the ice cream undergoes during its manufacture that keeps the mixture from becoming an inedible frozen mass. Overrun is governed by federal standards in that the finished product must not weigh less than 4.5 pounds per gallon. Super-premium ice cream tends to have very low overrun and high fat content, and the manufacturer uses the best quality ingredients. Premium ice cream tends to have low overrun and higher fat content than regular ice cream, and the manufacturer uses higher quality ingredients. Regular ice cream meets the overrun required for the federal ice cream standard. Economy ice cream meets required overrun and generally sells for a lower price than regular ice cream. Ice Age The Healthy Ice Cream Parlor Company profile: Name: Ice Age The Healthy Ice Cream Parlor Date of Launch: 20th September 2006 Promoters: Justin Dcosta Phinsy Chirayath Rahul Mahapatra Shruti Saraf Aaron Dsouza Fizzah S.J Product: Sugar free and Fat free healthy Ice Creams. Health conscious desert. Proposed Flavors: World famous Vanilla and 20 different mouth watering flavors. Project: Manufacturing and selling of healthy sugar free and fat free Ice Creams. Specially made for health conscious and sweet tooth people. Head of department/ management: Justin Dcosta : Finance Phinsy Chirayath : Public Relation Rahul Mahapatra : Marketing Shruti Saraf : Product Testing Aaron Dsouza : Human Resources Fizzah S.J : Outlet manager Investments: Total capital investment required: 7 crore Borrowed capital (loan from IDBI bank): 3 crore Total partners investment: 4 crore Each partners capital: 70 lakhs All the six promoters and administrators of Ice Age Ltd will be equal partners and the profits sharing ratio between them will be equal. Introduction. Founded in Mumbai, Maharashtra, Ice Age Ltd.. company is setting up an Ice Cream manufacturing and selling parlor. The project will have great significance in the present day context of increasing weight and illness among the youth as well as adults due to increasing fat and sugar intake due to increasing content of sweetener in the Ice Creams and juices. The manufacturing of all types of ice creams will be done at its production site and then will be transported to its parlors established in the heart of the city. Ice Age Ltd.. is entering the Indian market with an aim of establishing its brand as a necessity of the Indian buyers. The company will follow a strategic positioning approach for the target market. Ice Age Ltd.. has kept into account the income and behavioral factor of the Indian buyers while designing the products. It is important for the company to understand the consumer behaviour before it goes into such a market. The Indian consumer for the first time will have a premium product which is eco-friendly, healthy and affordable. Business strategy Our business strategy will include the determination of the most beneficial product market in term of establishing itself in this new product segment. The most important factor for the success of Ice Age Ltd. brand is the perception of the consumer and to what extent it can build a positive image in the consumers mind. The intensity of the business environment, the sustainable competitive advantage of a quality product will give it a strong base to build the market. It is important for us to adopt a different strategy for the Indian market since it is composed of quality buyers as well as those who will buy for their family. Thus, we shall introduce some new strategies so as to establish our self in the Indian market and develop a strong customer base. The Model used for preparing the marketing strategy by Ice Age Ltd.. in the Indian Market Product Range External Analysis Competitors Analysis Internal Analysis Environment Analysis Marketing Strategies Future Plans Conclusion The first growth vector will involves gaining penetration with the existing product-market Ice Age Ltd. will attempt to attract customers from competitors through its strategic positioning and will establish strong brand equity. The second growth vector will involves product expansion while staying in the current market. Ice Age Ltd. will then offer a new product. It will be aimed not only for the existing market but also for the price conscious segment. The third growth vector will apply the same products to the new markets. The fourth growth vector will be to diversify into new product markets. We shall concentrate on the second growth vector and study the strategy with respect to the Ice Cream market. Internal Analysis According to the recent studies, most of the newly launched product or services fail due to improper analysis of their internal and external needs. A company should most effectively and efficiently take care of all the internal matters and needs. Since internal analysis is so use full and the life cycle as well as pricing is totally depended upon this analysis, Ice Age Ltd.. has taken proper and fully effective steps in analyzing all the need and requirements of the company. During internal analysis the promoter should take care of the following things: Raw material requirement Power supply Labour requirement Working force Capital Working capital Internal rules and regulations Proper management Proper material handling External Analysis Customer Analysis The Indian market with its vast size and demand base offers great opportunities to marketers. Two-thirds of countries consumers live in rural areas and almost half of the national income is generated here. It is only natural that rural markets form an important part of the total market of India though the urban market is increasing drastically. Our nation is classified in around 450 districts, and approximately 630000 villages, which can be sorted in different parameters such as literacy levels, accessibility, income levels, penetration, distances from nearest towns, etc. The rural bazaar is booming beyond everyones expectation. This has been primarily attributed to a spurt in the purchasing capacity of farmers now enjoying an increasing marketable surplus of farm produce. In addition, an estimated induction of Rs 140 billion in the rural sector through the governments rural development schemes in the Seventh Plan and about Rs 300 billion in the Eighth Plan is also believed to have significantly contributed to the rapid growth in demand. The high incomes combined with low cost of living in the villages have meant more money to spend. And with the market providing those options, trends and tastes are also changing. Thus Ice Age Ltd.. has decided to enter this market with the basic idea of tapping the upper middle class which had established itself as a huge tapped market in the perception of a lot of national and multinational players who were then trying forages into the Indian market. Competitors Analysis NEED OF COMPARISION Consumer Mindset The consumers always have a different loyalty status for different brands. Sometimes they buy some brand due to the price or sometimes due to the features. Studying the consumers mindset is of vital importance as perception of individuals at the buying stage of various brands is unpredictable and ever changing. Market Share The market share of the players in the two wheeler auto market needs to be studied to know which company is in the booming stage and which company is in its closure stage. Also the advertisement and promotional share needs to be studied. Thus, market share helps us know the current market leader and market follower so that our company can develop an efficient marketing strategy for its product range after analyzing the current market players position. SWOT Analysis The SWOT Analysis i.e. the Analysis of the Strengths, Weaknesses, Opportunities and Threats of the company products and its competitors at a glance. It needs to be compared to get an overall analysis of all the major companies and to know the company having better strengths, more opportunities and on the other hand the company having more of weaknesses and threats. The above diagram represents the sales of the famous Ice Cream parlors in Mumbai and their sales before Ice Age entered the market This diagram represents the sales pattern of all the Ice Cream parlors in Mumbai including Ice Age Ice Cream Parlor after one year from the launch of Ice Age Ltd (Estimated) Environment Analysis High initial launch cost There is a large front-ended investment made in new products including cost of product development, market research, test marketing and most importantly its launch. To create awareness and develop franchise for a new brand requires enormous initial expenditure is required on launch advertisements, free samples and product promotions. Launch costs are as high as 50-100% of revenue in the first year and these costs progressively reduce as the brand matures, gains consumer acceptance and turnover rises. For established brands, advertisement expenditure varies from 5 12% depending on the categories. It is common to give occasional push by re-launches, which involves repositioning of brands with sizable marketing support. Market research Customers purchase decisions are based on perceptions about brands. They also keep on changing with fashion, income and changes in lifestyle. Unlike industrial products, it is difficult to differentiate products on technical or functional grounds. With increasing competition, companies spend enormous sums on product launches. Market research and test marketing become inevitable. The business rests on the two aspects that are brand equity and distribution network. Marketing driven In relative terms, marketing function has greater importance in the Ice Cream industry. The players have to reach out to mass population and compete with several other brands. The perceived differences are greater than the real differences in the product. Brand equity Brand equity refers to the intangible asset in the form of brand names. The consumers loyalty for a particular brand is due to the perception that the product has distinctively superior and consistent quality, satisfies his/ her specific needs and provides better value for money than other competing brands. A successful brand generates strong cash flow which enables the owner of the brand to reinvest a part of it in the form of aggressive advertisement/ promotion to reinforce the perceived superiority of the brand. The worth of a brand is manifested in the consumers insistence on a particular brand or willingness to pay a price premium for the preferred brand. Distribution network In this sector, one of the most critical success factors is the ability to build, develop, and maintain a robust distribution network. Availability near the customer is vital for wider penetration as most products are high value products. It takes enormous time and effort to build a chain of stockiest, retailers; dealers etc and establish their loyalties. There are entry barriers for a new entrant as a new product is typically slow moving and has lesser consumer demand. Therefore dealers/ retailers are reluctant to allocate resources and time. Established players use their clout to inhibit new entrants. However, when a product offers a strong breakthrough, equity build up rapidly and so does the distribution network. The major problems faced while marketing in the Indian market: Underdeveloped People and Underdeveloped Markets: The number of people below poverty line has not decreased in any appreciable manner. Thus underdeveloped people and consequently underdeveloped market by and large characterize the Indian markets. Many Languages and Dialects: The number of languages and dialects vary widely from state to state, region to region and probably from district to district. The messages have to be delivered in the local languages and dialects. Even though the numbers of recognized languages are only 16, the dialects are estimated to be around 850. Prevalence of spurious brands and seasonal demand: For any branded product there are a multitude of local variants, which are cheaper, and, therefore, more desirable to mass. Different way of thinking: There is a vast difference in the lifestyles of the people. The kind of choices of brands that an urban customer enjoys is different from the choices available to the rural customer. The rural customer usually has 2 or 3 brands to choose from whereas the urban one has multiple choices. The difference is also in the way of thinking. The rural customer has a fairly simple thinking as compared to the urban counterpart. Marketing Strategies Differentiation The concept is to make the product different from those of its competitor. When we look at the Indian Ice Cream market we see that the leaders naturals have constantly maintained its market leadership by constantly differentiating on the basis of new flavors. And coming up with line extensions with regular frequency. The only alternative for Ice Age Ltd. to survive in this industry will be to differentiate itself. This differentiation could be on the basis of the marketing mix. (Product, Price, Promotion, Place) Thus, as per the different factors of marketing mix 4 Different strategies are made to market in the developing cities in India. Target Market Ice Age the healthy ice cream parlor offers a wide range of sugar free and fat free ice creams. The ice creams are specially made keeping in mind all the health conscious people as well as youth and people who suffer from illness like diabetes. Ice Age is a healthy ice cream parlor which targets the higher middle class and rich class of the society. Due to the variety of flavors and the specialty of being sugar free and fat free makes the Ice Age Ice Creams more popular among the fitness and health conscious people. Ice Age targets the market where people are ready to buy healthy junk food due to their taste buds and the fact that Ice Age Ice Creams are totally fat free and sugar free with the same original taste. Hence Ice Age Ice Creams targets the market where people from age group 1 year to 80 years can enjoy their favorite ice cream keeping in mind health conscious people, diabetic people, young people, etcà ¢Ã¢â€š ¬Ã‚ ¦ Segmentation Segmentation variables Several variables differentiate consumers who prefer different kinds of Desserts, such as frequency of consumption, price sensitivity, relative importance of calories vs. taste, consumption occasion (at home, at work, at a social event, during recreation or at a restaurant), and desired serving size. The two most important variables are probably price sensitivity and the taste-calorie tradeoff. The reason that price sensitivity is especially important is that some consumers will pay high prices for a product of high q

The Role of Women in Religion :: Religion Religious Females Gender Essays

The Role of Women in Religion   Ã‚  Ã‚  Ã‚  Ã‚  The role of women in religious scripture dictates an inferior position in society. Beginning with the creation of Adam and then Eve, as his helpmate. Her purpose was that Adam would not be lonely. This origin provides the ground work for inequality of genders on the basis of religious scripture. The roles prescribed determined that women should be in a subordinate position to man. The female role and relationship with God is defined by the various books of the Old and New Testaments, the reported actions of Jesus Christ, and finally the Qur'an.   Ã‚  Ã‚  Ã‚  Ã‚  Initially, Old Testament describes women as the corrupter of man. However, through interpreting the action of Jesus Christ, we see that he holds women in equal roles as men, to include mention of female apostles. The New Testament does not promote equality but does mention the acts of Jesus. Finally, the Qur'an places women in a subservient role allowing men to keep their under control, by any means. Interpretations of the Gods word under the disguise of organized religion are the product of the gender discrimination of the time and continue to paint women as lesser creatures in the eyes of God.   Ã‚  Ã‚  Ã‚  Ã‚  The books of the Old Testament, and variations, are recognized by the Jewish, Christian, and Muslim faiths. Each paint women as the temptress responsible for the mistakes of men. Women were the cause of the first punishment given to mankind. Eve persuaded Adam to eat the forbidden fruit, from the tree of knowledge. For this act, inspired by woman, mankind was forever punished and expelled from paradise.   Ã‚  Ã‚  Ã‚  Ã‚  There are many examples of woman’s negative influence in the Old Testament. In Genesis 19:30-36, Lot's two daughters made their father drunk with wine on two successive nights. Each daughter committed incest with her father, and became pregnant.8 This is illogical, if Lot was so drunk he probably could not have performed physically and it occurred over two separate nights. He could have been unwitting the first night but not the second. Again in Judges 16, Delilah seduced Sampson in order to find out the secret of his great strength. This ultimately led to Samson's death.8 1 Kings 11 describes how Solomon's many foreign wives and concubines convinced him to worship other gods and build Pagan temples. This led to his downfall.8 The moral to these stories seem to be that women are responsible for the mistakes and men are easily corruptible by women.

Alfred Hitchcock’s Psycho :: Film Movies

An Analysis of the Opening Sequence from Alfred Hitchcock’s Psycho Just like a building, a film needs a strong foundation in order to be successful, a foundation which is made up of the starting moments of the film. In Psycho, Alfred Hitchcock successfully uses the opening credit sequence to establish a foundation on which to build an interesting plot, including techniques to elicit involvement by the spectator, and the suggestion of a "Psycho" theme. A musical composition consisting of quick strokes on tightly wound violins, later used in the famous shower scene, starts to play at the beginning of the sequence. Names begin to slide on and off the screen in a series of horizontal and vertical lines. The top and bottom portions of the names slide onto the screen, followed by the middle portion. The last name to appear is that of Alfred Hitchcock, which settles in the middle of the screen and begins to twitch and flutter in an unusual manner. The credits then dissolve into a long shot of an auspicious section of an unknown city where a building is being constructed (paralleling the idea of Hitchcock shaping a foundation). As this dissolve takes place, a more subtle and mellow music (again composed of string instruments) fills the air, suggesting a stable environment. The sun burns brightly in the sky and a desert landscape is seen in the background through a haze. The shot immediately begins to pan slowly to the right, revealing more city rooftops and streets. As a dissolve zooms us slightly closer to the city and the camera continues to pan, small block letters appear on both sides of the screen and converge in the middle to read "PHOENIX, ARIZONA." Hitchcock immediately brings the reoccurring theme of birds into the film by setting the scenery in "Phoenix." The camera continues to pan to the right, now moving on to a more dreary side of the city. The next set of titles converges in the center of the screen, reading "FRIDAY, DECEMBER ELEVENTH." As the panning continues, a slow zoom begins to bring us closer to one of the buildings. The last title appears in the same fashion as the preceding, "TWO FORTY-THREE P.M." Yet another dissolve stops the camera on a rather unattractive wall, slowly zooming in on a window with Venetian blinds drawn down. A cut to a closer view of the window reveals an opening a few inches below the blind in which the camera continues to zoom in on, bringing us into a dark apartment room.

Muslim views on wealth and poverty Essay

The topic wealth and poverty is very important in Islam. Humans naturally love wealth and possessions, but Muslims believe that all wealth is created and given to us by Allah and so it belongs to him. Humans can only work hard but any wealth that is given to them is from Allah. Because of this, Muslims believe wealth should be spent on family and also on those who are in need. What is poverty in Islam Muslims believe life is a test from Allah, and we can either choose to follow him or follow the path of Shaytan (Satan). Muslims believe nothing can happen to them that is outside the plans of Allah. Suffering and pain are part of his plans to test the faith of people. There are two different types of evil according to Hindus: Natural evil which is a result of natural processes. Death comes as a result of committing natural evil. And moral evil. Hindus believe that Hindus just need to commit moral evils such as incest, theft, adultery, lying and murder. They believe this comes from the law of karma. If a person suffers in this world, it is because of bad karma in a previous life. Muslims believe life is a test of obedience to Allah; therefore poverty is a test of patience from Allah. They belief that they are in a wining position because if they don’t have wealth, they are being rewarded for their patience. Non believers do bad things yet they live luxuriously, but Muslims do good and still are poor. This is because they believe that the aim in life is to obey Allah, and their patience will be rewarded, where as non believers, believe that the aim in life is to get as much wealth as possible, which takes them away from the path of Allah, as it says in the Qur’an verse â€Å"To Allah we belong and to Him is our return† (2:156). What is Wealth in Islam and how does Islam deal with it? The Muslim ummah is very important in Islam, as we should treat every Muslim as our brothers and sisters so everyone is responsible for one and other, helping the neighbors and being kind to each other. â€Å"O mankind! We made you from a single (pair) of a male and female, and made you into nations and tribes, that ye may know each other (not that you may despise each other) Allah has full knowledge and is well acquainted (with all things)† (49:13) Life is a test for the rich and he poor. The rich will usually have nice lives as Allah has blessed them, but they must not let greed take over their soul. â€Å"Riches are sweet and a source of blessing to those who acquire them in a way: but those who seek them out of greed are like people who eat but are never full†¦Ã¢â‚¬  (The Prophet S.A.W hadith). They must use their wealth in the right way and Allah is testing them. The wealthy should give charity and zakah and earn Halal money. The poor are tested in Islam by their patience. Muslims believe if you are patient then Allah will reward you. They also know that nothing in this life belongs to them; it all belongs to Allah so they should focus on their faith rather than their wealth. â€Å"and know that your possessions and your children are but a trail and that surely Allah is a mighty reward† (8:28) Allah has given us wealth and Muslims know that it doesn’t belong to them. The wealth is not ours; therefore, we should share Allah’s possessions with the poor. Muslims do this by giving charity, such as zakah, sadaqah, sadaqah jariyah etc. What is Zakah? Zakah is one of the pillars of Islam, in which we must give at least 2.5% of our income to the poor. It is compulsory to all Muslims who have enough money to pay zakah, they must have had the money for year, they cant be in debt, they cant be mental and they must be past the age of maturity. â€Å"And (in the daytime and at night) establish the prayer and pay Zakah and [for the cause of your religion and state] lend to Allah a befitting loan, and remember whatever good you send forth for yourselves you shall find it with Allah better than before and greater in reward.† (73:20) The Qur’an demands that individuals take material responsibility for poverty and suffering in the Muslim community (ummah). That is why the Qur’anic revelation above demands that each person give up a certain amount of material wealth to support the poor. We must give zakah to the poor, the indigent, the sick the blind, orphans, the suffering etc. The following table shows the rates of zakah: Wealth Amount Rate Cash in hand or bank Our value of 595g silver 2.5% Gold and silver 85g gold, 595 g silver 2.5% Trading goods Value of 595g sliver 2.5% Cows and buffaloes 30 1 Goats and sheep 40 1 Mining produce any 20% agricultural Per harvest 10% from rain watered land 5% from irrigated land camels Per 5 1 sheep or goat Zakah al Fitr? Zakat al fitr is given at the end of Ramadan, before the eid prayer. It is necessary for who ever is capable to give it. It is to purify your soul, make up for the errors committed during Ramadan and it is also to help the poor on the holy eid day. It is estimated that approximately 3 pounds should be given from each member of your family. Aqiqah? Seven days after the birth of the child comes the aqiqah . it is a celebration where friends and relatives to come and eat and the baby is named. During this celebration the babies’ hair is shaved and by tradition, the same weight of hair in gold or silver is given to the poor, other Muslims offer a sacrifice. The meat is often shared with the family, the visitors and the poor. Sadaqah? Not every one is rich so how can the poor give charity? Charity comes in many forms weather it is giving money to the poor, building a mosque or even smiling at someone. To clean the streets of hurtful things is also a charity. Every one in the world is capable of doing charity as Abu Dharr (may Allah be pleased with him) reported that the Prophet (S.A.W) said â€Å"there is no person who does not have the obligation of (doing) a charity every day that the sun rises.† He also said â€Å"smiling in the face of your brother is a charity†¦ and pouring out from your bucket into your brother’s bucket is a charity.† Sadaqah jariyah Sadaqah is on going charity. The reward for this type of charity benefits the donor even after they have passed away for as long as people receive the benefit from the donor’s charity. Forms of charity can be many things such as providing a well for clean water or even building a hospital. The prophet (S.A.W) said â€Å"when a man dies his action comes to an end except for three: an ongoing charity, knowledge that benefits others and pious offspring who pray for him† Riba/Interest Riba is the Arabic term used for usury. In Islamic terminology interest means effortless profit or that profit which comes free from compensation or that extra earning that is free of exchange. Riba is haram in Islam. The reason for this is because it is concerned a form of injustice, and exploitation. The economy today is debt based, and only does risk transfer, where as the Islamic economy is asset-based and doe risk sharing, it is all about fairness to all parties. The prophet (S.A.W) said † a dirham of usury a man devours with knowledge is greater than thirty six fornications† and it is also reported that he said â€Å"cursed the devourer of usury, its payer, its scribe and its two witnesses, and he said that they are equal (in sins).† Conclusion In conclusion wealth and poverty are very important matters in Islam. As Muslims we should know that life is given to us by Allah, therefore every thing in or possession belongs to Him so we must share our wealth. It is our duty as Muslims to help the ummah, and giving zakah and sadaqah will pure us from our greed and help our ummah. Also everyday friendly gestures such as smiling, helping can be a form of charity so you don’t ever need wealth to give charity.

Twelfth Night – Feste’s self

Feste is an observer. He sees through people. Though he's a kind of entertainer, who will only perform for money, what he chooses to sing to people is intentionally relevant and disturbing to them. People find the truth very hard to deal with, for example, ‘Peace, you rogue†¦here comes my lady'. This story shows people avoiding the truth at every level. Especially since they are being called ‘fools' or ‘clowns', and not really taken seriously. For example, the fool in King Lear was constantly being threatened with hangings and beatings, but this was only as he was a ‘witty fool'. Again with Feste in Twelfth Night, who also is threatened with hangings, due to his absence. But Feste does not fear this threat, and in fact makes a joke of it; mocking Maria and using a sexual pun at the same time. This confidence comes from the fact that it wasn't their job to simply provide amusement, but also to make critical comments and provide advice, as Olivia asks him: ‘What's a drunken man like, fool?'. And because he is an ‘allowed fool' he was able to say what he thinks, without fear of punishment, ‘there's no slander in an allowed fool'. Since the only relationship that involves Feste, is that between Olivia's family, he has the ability to mediate between the whole cast. He is regarded as a close friend to Olivia, ‘What is a drunken man like, fool?', as well as Sir Toby, by engaging in their ‘folly' and songs. But he also has the ability to distance himself from everyone when needs be. Because he is constantly mocking people with puns and soliloquy, the audience gets the feeling that he doesn't really feel close to them. A well as being incredibly comic, Feste is probably the most perceptive character in the play. He comments on people in ways other people over look, whether be their appearance or their ‘mind'. For example, in Act ii: iv, he point blank tells Orsino what he thinks of him, saying his ‘mind is very opal' and ‘the tailor make thy doublet of changeable taffeta' (a silk which changes colour). The joke here is Feste telling Orsino that he is very fickle and has a very changeable mood, so changeable that he should have matching clothes. He then goes on to say that he is so changeable that he would sail around the world to justify purposeless busyness. Feste hardly knows Orsino, who in turn scarcely knows Feste, but for Feste to cast this view shows his perceptiveness. This view is so accurate, that it leads Orsino to make Cesario go to Olivia's and tell her that his love is ‘more noble than the world'. Furthermore, he also suspiciously notices Viola, and is the only one start suspecting her, ‘send thee a beard' he says, hinting that he knows of her ‘such disguise'. Feste's perception was depicted in Trevor Nunn's production of Twelfth Night, where he has Feste give Viola a necklace. A necklace that she abandoned in Act 1 scene 2, on the seacoast, showing that he has always known of Viola's situation. This interpretation of Feste means that throughout the play, Feste has always known of Viola's situation and was always playing along, again showing his nature. Feste's Language: Feste has a very sophisticated way of speaking that allows him to climb up and down the social ladders of Illyria and be able to talk with Lord Orsino, Sir Toby and Fabian. This becomes significant when he is able to get himself out of situations or even to make other people react, which may otherwise be tricky and use his language skills to make mockery. Such as the ‘the more fool, Madonna, to mourn for your brothers soul†¦' a. This is the first scene that he is present in and he immediately proves Olivia to be a ‘fool'. This kind of humour was taken kindly by Olivia and an Elizabethan audience would of enjoyed it more. However, Feste has proved two things here, the first is that he is not ‘dry' and the second that he can provide the humour if is someone does ‘minister occasion to him' or invites him to ‘make that good'. By getting set up for this comedy, or getting invited, the audience would get ready and find the punch line slightly more comical. Another key figure of Feste's language, are his uses of Latin. He talks and refers a few times in Latin, and all times, he is either talking to Olivia or Orsino. This again proves his versatility talking appropriately with people and it also shows the audiences his education. All his Latin sayings convey messages. For example, the first, to Olivia, ‘cucullus non facit monachum', which refers to an overriding theme in the play; don't judge by outward appearances, as if preparing her for his foolery. The last Latin reference is to Orisino in Act 5. ‘Primo, secundo, terito is a good play†¦', here simply begging for a third coin. Feste's songs do hold a dramatic function, and depending on the scene, the dramatic function changes. One of the most dramatic things, are the songs that he sings. The are not just for entertainment, but they hold meaning and are sung for a reason. Such as when Feste asks ‘would you have a love song or a song of good life'. He feels as though he has to please; it's his duty as a fool, and his song will reflect the audience's mood at this current moment in the play. Or as he said in his final song at the end of the play ‘†¦And we'll strive to please you every day.' The meanings of Feste's songs, are always significant. They are either used to create dramatic effects or represent/ echo his feelings about a situation or a scene. In Act 2, Feste sings ‘Come away, Come away, death†¦', a melancholy song to Orsino about a lover who dies for love, which echoes Orsino's mood and his situation. The listener can read into this as Orsino being the lover and Olivia being the ‘maid', making sense as the lover is ‘slain'. The words that are used mirror what Orsino has already said, such as ‘My part†¦share it' hold similar meaning to that in ‘If music be the food of love†¦'. Orsino then immediately acts on the song and tells Viola/ Cesario to go to Olivia's. This is one example of the role of Feste; do we value what he says or laugh at what he says? Here, Orsino values what he says, we know this as he sends Viola to go to Olivia and tell her ‘that nature pranks her in attracts my soul' not her money. However, after the song is sung, Feste then casts a point blank opinion, face-to-face of Orsino. This creates a lot of tension, especially with the use of words like ‘pain' and ‘..bones shall be thrown'. Here is a good example of the dramatic significance of Feste; as this scene ends in tension. This is the part where Viola nearly reveals of her true love for Orsino, and the audience think that Viola might reveal who she really is, so the audience are anticipating and waiting for Viola's next words . And the next scene starts in comic humour. The drama in each scene seems heightened due to the massive contrast. At the end of the play, Shakespeare provides what seems to be an epilogue, like other plays, such as A Midsummer Night's Dream and All's Well That Ends Well. However, unlike these, Feste sings it. The song is about Feste growing up, about being tolerating in childhood, rejected in adult hood, unsuccessful in marriage and drunk in old age†¦but nothing really matters, the actors will always try an please. Although this song is about Feste, the overall meaning of it reflects the whole play. For example, he talks about himself growing up with bad experiences, his life circle from childhood to being an old man. This is a slight re-iteration of a song he sang earlier: ‘What is love†¦youth's a stuff will not endure', This song is telling the audience that we should enjoy the present because nobody can know what the future holds, it could be good e.g. Viola-Orsino and Sebastian-Olivia, or it could be terrible e.g. Malvolio. Feste uses word play frequently throughout this play. These word plays, or puns, can make the audience laugh or even add to the tension so far. A good example is in Feste's first scene: ‘he that is well hanged in this world needs to fear no colours'. The first interpretation of this pun, is the word ‘colours' which can mean enemy or war. So, logically, someone who is already dead, can't fear. However, an Elizabethan audience could of heard it as ‘collars' (meaning noose or hangmen's nooses) so they don't fear them. The Elizabethans enjoyed such punning jokes, and the pun itself would relax the mood. With Maria threatening Feste with death, and then Feste making the whole audience laugh. This is an example of the dramatic significance of Feste. The role of Feste: Feste's appearance in the play is held off until the fifth scene of act I. In this scene the reader is introduced to the clown through a conversation with Maria. In this scene his contribution to the play is revealed through: â€Å"Wit, an't be thy will, put me in good fooling! Those wits that think they have thee, do very oft prove fools, and I that am sure lack thee may pass for a wise man†¦better a witty fool than a foolish wit†. These lines indicate that Feste's presence is not merely comic relief through foolish acts and show that the role of the fool requires much intelligence, or being a ‘wise man'. Feste's contribution to the exposure of underlying themes of love is essential to the understanding of the play's messages. The clown's most profound comments often take the form of song: ‘O mistress mine, where are you roaming?†¦Youth's a stuff will not endure.' It's in this song where we could possibly see Feste uncovering viola, ‘Trip no further, pretty sweeting;', where the ‘pretty sweeting' may be Viola, and the ‘wise man's son' is Feste. If this is so, then it suggests that Viola-Orsino may end up as ‘lovers'. This song is performed due to the requests of Sir Toby and Sir Andrew for a â€Å"love-song.† The song plays on the events of Twelfth Night itself. The song echoes the cheerfulness of this play and how the uncertainty of ‘what's to come' shouldn't be a negative prospect as ‘there lies no plenty'. Feste also foresees events that will occur later in the play. When he speaks of journeys ending â€Å"in lovers meeting,† he hints at the resolution in which several characters are married. Feste's intuition is comparable only to the perception of Viola. Because both characters are the only ones who are involved in both houses, Orsino's and Olivia's, they rival each other in their knowledge and putting their wits against each other. Namely act3:i, where, they both delight in using word play, ‘a sentence is but a cheveril glove to a good wit-‘ and later Viola saying ‘I understand you sir', as if showing him that she is clever. Apparently, Viola is the only character who recognises Feste's true intelligence: â€Å"This fellow is wise enough to play the fool, and to do that craves a kind of wit†¦but wise men, folly-fall'n, quite taint their wit†. This shows Viola's awareness of Feste and his ability to read people in order to say the right thing at the right time. Through this keen observation by Viola, she is perhaps acknowledging that the clown might even have the ability to see through her own disguise. Although Feste never openly claims to know of Viola's deceptive dress, it is indicated that he might be on to her: â€Å"Now Jove in his next commodity of hair send thee a beard†. He's used to change the audience; if Shakespeare wanted to portray thoughts or morals, he would do so with the puns and songs Feste tells the audience. For example, Act 1:v, he says: â€Å"many a good hanging prevents a bad marriage† communicates as if you are well ‘hung' then you need not love. And if we look back, to Act 1, the Latin quote refers directly to how Shakespeare felt. So, it is possible that Feste was the voice of Shakespeare, and if Shakespeare wanted to make the audience happy, for dramatic effect or other, then he might use Feste to sing a song. And when Feste says lines 359-354 in act5:i, he quotes the things that Malvolio has said, and a feeling of ‘what goes around comes around'. This putting down of Malvolio would of been particularly enjoyed by the audience, because of his puritan nature. So by Feste putting down and mocking of Malvolio's nature would of caused great humour. I detected this in act 2:iv, where we are faced with a melancholy ending about love and ‘passion' then straight after, we see the trap that is set for Malvolio. This comic scene gets enhanced because the mood of the preceding scene was sorrowful and sad, but the beginning of this one is very jovial. The plot in Twelfth Night is very convoluted. This is why fools might of been used in such plays as ‘King Lear', ‘All's well that ends well' and ‘Two gentlemen of Verona'; to underline and reinforce important parts of the plot to the audience, and make their songs and folly draw parallels to the play. For example, in Twelfth Night, Feste sings to Malvolio ‘†¦She loves another'. As if, Feste has seen through Malvolio and knows of his affection for Olivia, and crudely tells him there is no likelihood for him, moreover, he already must know of Olivia's affections for Viola. With the indictment of Malvolio and other happy endings in the form of marriages, the future seems delightfully optimistic, Feste's final song lessens the hope of a completely happy ending. The refrain of this song, which states â€Å"the rain it raineth every day,† insinuates that at any time the happiness that now occupies the characters in Illyria could at any time be swept away. The song as a whole seems to show maturation from innocence to experience and through this development was a continuum of â€Å"the wind and the rain.† With this song, Feste seems to suggest that even as a person goes through life, with its ups and downs, he or she must remember that at any time one can end up in an unfamiliar place with a completely different life, exactly like Sebastian and Viola. There will always be unpredictability, as long as there is ‘wind and the rain'. Ironically, Feste is the only person not to be seen as the fool. Olivia is the fool, as she has fallen in love with a woman, Orisino is seen the fool, because his Viola has tricked him into thinking she is a man. Sir Andrew comes across as the fool because of his foolish remarks, like taking the word ‘ass' literally and believing ‘Pigrogromitus'! This irony will add humour and dramatic irony to the audience and again make Feste look the cleverest by default. By acting the ‘fool' he comes across as the wise man he is. The ‘Twelfth Night' was know as the â€Å"Feast Of Fools†, which is very similar to â€Å"Feste the Fool†. This seems extremely significant, due to the similarity, as the Feast of Fools always appointed a â€Å"Lord Of Ridicule†. It is possible the an Elizabethan audience would of got this (intentional) similarity and therefore see Feste as this Lord Of Ridicule. If Feste was this lord, then he would become the master of the household, for this short holiday period, and organise dances, folly, pranks and deceptions, in order to entertain the rest of the household. If this case, it would then explain Feste's songs, drunkenness, writing of letters to Malvolio and of course dressing up as Sir Topas.