Help Fonterra Take Advantage Marketing Essay

Help Fonterra Take Advantage Marketing Essay The Report has been designed to identify the current organizational restructuring could be applied to help Fonterra take advantage of strategic opportunities in the global market. The first part deals with the consumers, suppliers and competitors operating environment and develop strategies that position the firm most favorably in relation to competition and influence industry structure in order to enhance industry attractiveness. (Robert M. Grant, 7th edition, p.64) The Second part covers Fonterras stated mission, vision, strategies, targets, goals and values, and structure and systems. The suitability of these strategies to the operating firm environment are then evaluated and the change of strategy development is recommended. (Robert et.al, p.12) The report also indulges with the macro and micro environmental scan, present evolution of Fonterra, key strategic issues. It also identifies some of the key risk and opportunities faced by Fonterra. Introduction Fonterra at glance Fonterra is a dairy company, which was formed in 2001, and since than it has excelled and enlarged the milk processing and became the fourth largest dairy company in the world. Fonterras annual turnover is NZ$19.9 billion. They have built powerful relation with other dairy companies globally and its partnerships extent the world. Fonterra believes in the interest of people so that they can increase their global market. (Fonterra Co-operative Group, 2010) Fonterra is the biggest diary exporter with 11,000 farmers and these farmers are only the shareholders of the company. All these members supply milk to the Fonterra Company for processing milk into the dairy products. 95% of dairy products made in New Zealand are exported to almost 140 countries in the globe. Principal hubs of Fonterra are located in Auckland, Melbourne, Chicago, Singapore, Amsterdam, Tokyo, Shangai and Sao Paulo. All the sales and marketing in controlled and managed by these principal hubs.14 billion litres of milk is collected every year. (Fonterra Co-operative group, 2011) Fonterras strategy is to lead in dairy. Following are product list which Fonterra produces: cheese, yoghurts, cultured foods, butter, liquid, powdered milks. Following are the brand list of Fonterra: ANCHOR, ANLENE, ANMUM, FRESH N FRUITY, MAINLAND, CAPITY, BROWNES, SOPROLE, WESTERN STAR, PERFECT ITALIANO, TIP TOP AND CHESDALE. (Fonterra Co-operative group, 2010) 1.2 Reports Structure and Objectives The report aimed at highlighting the main objectives, vision of the company and for developing a strategic plan. The Report has been designed to identify the current organizational restructuring could be applied to help Fonterra take advantage of strategic opportunities in the global market. Specifically, lowing the dependency on commodity markets and grasping knowledge as a means to pursue value added growth through Fonterras alliance and brands. The strategic foundation of the report is divided into two parts: a) The Industry Environment b) The Firm Environment The first part deals with the consumers, suppliers and competitors operating environment and develop strategies that position the firm most favorably in relation to competition and influence industry structure in order to enhance industry attractiveness. (Robert M. Grant, 7th edition, p.64) The Second part covers Fonterras stated mission, vision, strategies, targets, goals and values, and structure and systems. The suitability of these strategies to the operating firm environment are then evaluated and the change of strategy development is recommended.(Robert et.al,p.12) The report also indulges with the macro and micro environmental scan, present evolution of Fonterra, key strategic issues. It also identifies some of the key risk and opportunities faced by Fonterra. Strategic Foundations 2.1 The Industry Environment Dairy companies for years have been the important industry in New Zealand. In 1871 at Otago, the first dairy company was set up. By 1920, 85% of dairy factories were owned by co-operatives were as there were about 600 processing factories. By 1930s there were almost 500 co-operatives but it was after World War 2 there were improvements in these dairy factories such as transportation, technologies and working systems which led to a change of consolidation, where the dairy co-operatives started merging with the other factories or companies and since than became bigger and lesser in number. At the end of 1990s, there were four dairy companies: The Waikato (New Zealand Dairy Group) The Taranaki (Kiwi Co-operative Dairies) Westland Milk Products Tatua Co-operative Dairy Company With the merger of the two largest companies, New Zealand Dairy Group and Kiwi Co-operative Dairies, Fonterra was formed along with the New Zealand Dairy Board. Fonterra has the four sales channels which together sells around 2.3 million MT of product. Fonterra Global Trade It was the worlds first online trading centre and since then NZ$1 billion product was supplied. It indulged with lots of dairy commodities which include milk, powder, butter and cheese to reach the markets in the globe such as The Middle East and Africa, the Americas and Oceania and Asia. Fonterra Ingredients This channels sells specialized dairy ingredients for the manufacturers in the four countries such as US, Japan, Western Europe and Korea. Fonterra Brands Fonterra sells the branded products to the customers and consumers in more than 40 countries in the globe. The Anchor and the Tip Top brand is oldest brand of Fonterra. Fonterra Foodservices It provides dairy ingredients and dairy brands to the consumers or customers such as fast food chains, airline catering centers, hotels and restaurants. Strength: Access to efficiently produced, high quality milk. An integrated business model. Strong global reach. Established customer relationships. Strong consumer brand positions in selected markets. Strong, broad product portfolio. Efficient farms.( Fonterra Co-operative Group, 2012) Weakness: Leadership uncertainties affecting the moral of the organizations. Frequent changes among board members. Largest markets are under represented in strategic Association of Professionals (Apex) Business structure relating to redemption risk, farmer choice, and capital for growth. (Keith Woodford,2008) Opportunities: Global demand exceeds the supply. China and India will make up about 50% of growth in global demand for milk over the next 10 years so the share of the market opportunity will increase. Forecast global volume demand growth of atleast 100 billion litres by 2020. Value growth driven by customer and consumer needs in each geography. Investing in underdeveloped countries which are experiencing rapid growth globally.( Country wide and Fonterra co-operative Group,2012) Threats: Global demand exceeds the supply New Zealands market restrictions structure and relative low cost may attract the new entrants in the market. Threats from the increasing global competitors. Few organizations can rival the diverse skills found in the business.(Kate Askew, 2012) Global Reach, Local Touch Fonterra produces the products, they distribute and sell these ready to use products around the globe, the brands gives the consumers the combination of world strength and local knowledge. They aim to have a deep and close understanding of customers demand and there changes in lifestyles, taste, eating and needs which vary from one market to other market. For example what customers prefer in Asia may not be the choice of those living in East Africa. Hence to meet the customer needs there is a group of local teams knowing the local consumers preferences and habits. (Fonterra Co-operative Group, 2010) The suppliers of Fonterra (New or Existing): Growth Supply Contract Fonterra provides an offer of Growth Contract system to the suppliers. All milk from provided to the new entrants and additional surplus milk from existing Fonterra contract suppliers. Deposit for new supply The new suppliers need to give their 100% of shares purchased just before they start beginning the supply. Owning shares With a new initiative, the suppliers can also share the capital cost of growing supply with the sharemilker where they can hold their own share. Maximizing the earnings of the supplier Through specialty milks suppliers can achieve much more profit over the standard payment of milk. Conditions for new land For new dairy land the suppliers must contact area managers. 2.2 The Firm Environment Vision, Mission, Strategies, Goals and Structure: Fonterras vision is to be the natural source of dairy nutrition for everybody, everywhere, every day. Its strategy is to expand in large numbers globally, aim at high-value areas of dairy demand and make targets to achieve it quickly. Fonterra targets to build strong and long-term relationship with the partners and maintain the undertaking from the bottom level of the organization. (Fonterra cooperative Group, 2010) Its Group Strategy is to increase the volumes and create more and more value by focusing more on new markets, and new products that meet the consumer needs for dairy requirements. It should be firm and have a deep look at the strengths, social and economic changes for increasing demand or needs for the dairy products. Fonterra calls it as the three Vs: Volume Value Velocity. (Theo Spierings, 2012) The societies in which they are indulged are related to this vision and they aim to be a sustainable dairy business. They look into-depth to be socially responsible towards everyone which includes there employees, consumers and partners. They focus at accomplishing right means of employment to keep the customers safe and healthy, the minimizing the damage to the environment, by creating new and healthy products.(Fonterra Co-operative Group, 2010) The Fonterra currently have new strength to achieve its goals, where it deals over 100 separate and different projects many of them already have started making progress.   It includes: An extreme move on the rapidly growing well known markets of China, ASEAN and Latin America where Fonterra already has a strong influence. It believes the New Zealand milk business make better return on capital. Development by combining milk pools (secure, high-quality sources of milk integrated with Fonterras business) abroad to carry higher value returns back to New Zealand and protect New Zealand exports. Increasing volumes of higher value consumer branded and out-of-home nutrition. A firm focus on meeting the advanced nutrition wants of mothers and babies, as well as ageing populations supported by targeted innovation in these areas as well as out-of-home nutrition. (Fonterra Co-operative Group, 2010) Fonterras seven strategic paths: Optimize New Zealand milk Build and grow beyond our consumers position. Deliver on food service potentials. Grow our position in mobility. Develop selected leading positions in paediatrics and maternal. Selectively invest in milk pools Alignment of business and organization to enable strategy. ( Fonterra Co-operative Group Ltd, 2012) Fonterras aim is to continue to do well in the globally traded market, while capturing the international growth opportunities in fresh dairy. Dairy demand through to 2019 is expected to be: India (highest) 45 million MT China 36 million MT rest of Asia 19 million MT Latin America 18 million MT Middle East/North Africa 13 million MT. With the exception of the trade-protected market of India, Fonterra has well-established positions in each of these markets. Fonterras strategy is to develop strong customer partnerships with leading companies in the food and nutrition industries to become their supplier of choice, and to continue to build its brands in growth markets within Asia, the Middle East, and Latin America. With large international customers wanting the confidence of a year-round, global supply, Fonterra is increasingly complementing New Zealand-sourced milk with overseas supply, to provide and continue supporting the growth of fresh consumer dairy products. In 2010/11, Fonterra sourced 22 billion litres of milk globally, including 20 percent of Australias production and 24 percent of Chiles, both countries where Fonterra has well established consumer brand operations. In Latin America it sourced 2.6 billion litres of milk for its joint venture with Nestlà ©. New Zealand milk collection was 15.4 billion litres, representing around 89 percent of the countrys milk production. Growth in global sourcing will continue with Fonterra aiming to develop its own milk production capabilities within key growth markets. China is one example and there are feasibility studies currently underway involving opportunities in other markets such as India. Fonterra have always been extra ordinary at the simple nutrition of dairy. For years, its farmers work hard to give quality milk to number of people around the world. They have passed their farming expertise down through the generations, keeping alive the time-honoured traditions that have catapulted New Zealand to the forefront of the world dairy industry. (Fonterra Co-operative Group, 2010) 3 Environmental Scan 3.1 Macro environmental scan Globally the demand for the milk by the consumers will increase by more than 100 billion litres by 2020, as there is economic growth and increased population in markets which is pushing the growth demand, where as New Zealand is expected to contribute just 5 billion litres of additional milk supply by that time. With the overall increasing demand, Fonterra needs to increase their milk quantity to be on a safe position as a leading dairy exporter. At present, the demand for milk has increased especially among the young and the elderly which are getting more urgent and specific.(Theo Spierings, 2012) PESTEL Analysis: (Oxford University press,2007) Political: Trade protectionism and restrictions including trade marks, labeling, bio-diversity, free trade arrangements and quotas arguments, guide sustainable action in the dairy Economic: Fluctuations in foreign currency, increase in demand rather than supply globally, production of commodity and milk prices. Continued consolidation of suppliers and customers. Social: Rapid increase in needs of consumer markets, demand in healthy and nutritive dairy milk and products. Traditional differences with regards to the demand of milk. Growth in nutrition and bio markets. Technological: Increase manufacturing efficiency while bringing down operating costs is the challenge, technology for product streams which requires indirect heating and cooling by each other, to  continue in the same way developing innovative farm to factory practices, implementation of new innovative technology to achieve cost, time and waste savings across the whole business,need of technology for fewer trucks which are required to transport the same quantity of milk. Environmental factors: Frequent changes in New Zealand weather have a great impact on the environment, as the need for product changes from season to season, reducing impact of global greenhouse gases as it will improve the quality of New Zealands environment. They have effective and safe management of farm practices that protects the environment from the pollution. Legal: Legal challenges for the requirement of healthy and safe environment. Threats from new entrants coming into the markets, following the legal procedure and laws for the minimum wages and working hours. Fonterra must come up with education units for training and educating the farmers for teaching about how to manage farm effluent, how to improve the quality of water, how to reduce energy use and waste from site. Farmers should be provided by the time limit to ensure that they meet the deadlines according to the rules and regulations. Fonterra requires focusing at upcoming projects to expand its relation in terms of partnership so that they can give much better services such as can give more and higher-value products to the customers throughout the world. Fonterra has earned a lot in countries like Latin America, Asia, Australia, New Zealand, Africa and Middle East but they should aim at profit buffer above the average return of the product, which is very important in times when there are commodity at lower price. There are two possible outcomes in the near future as the increase in demand can be divided into two parts, globally the overall demand for the dairy commodities in traded market is forecasted to increase by 1.2% where as the annual increase in dairy is forecasted to be 4%. Every year there is an increase in demand for dairy products by 2.7 %, where as in a decade time the demand is forecasted to be 147 billion litres. Level of competition has increased at very high level even though the Fonterra has maintained their global reach, this is Fonterras biggest strength as they know that lifestyles, taste and choices is different from place to place. To meet the particular demands of the customers the regional team is appointed to deal with requirement of the consumers as they will know the local demand. 3.2 Micro Environmental Scan Since the Fonterra was formed in 2001, it almost every year they had a market share in excess of 95% of all New Zealand milk product, but it had a fall at 90% in 2008- 2009, with further falls is still expected.(Keithwoodford,2008) The supply of milk by Fonterra has increased slightly, this is a big challenge for them as they aim at increasing the supply. In marketing sector the competition from the new entrants has increased rapidly this is one of the reason for Fonterra to redeem risk more than as it was in the past. It is a fact that at present they make it very easy for the new entrants to take interest in dairy farmer suppliers by keeping a high value share on the fair value share which is actually not related to the add value to the component of the milk price. (Keithwoodford,2008) As the redemption risk is high of their shares, Fonterra should have an optional business structure which will not only help in meeting their growth strategy, but also help in reducing their redemption risk of the shares as they can properly distribute returns to the suppliers or farmers. To meet the business strategies, objectives, goals and all legal procedures, Fonterra must emphasis on effective risk management. They should maintain the balance between the working of board and management and must have a healthy relation with the consumers, stakeholders, suppliers, shareholders, government and employees. Their should be a Formal strategy development which delivers substantial process and content dividends giving more strategic perspective, for setting priorities and making key decisions. Customers demand for the products keeps on changing, several customers demand much more better quality at same price. These changes in demand show that, the Fonterra can expect that in future their consumers will demand much better quality at same price. The new customers demand for those product or services which were never been created ever before, and old customers demand for the new services or product features. This creates a tensed situation as we need to focus on both current and new consumers. Whatever may be the choice, its difficult to manage this situation which can at arise at any time. (Bain Company, 2005) Fonterras deals with perishable products, so its very difficult to transport these fresh milk products economically at a long distance. Furthermore, it deals with very high trade barriers on dairy products. To deal with this trade barriers and transport issue they must establish strategic step to increase the efficiency in the working. (Gehlhar M.J,2009) Fonterra should use their research and development for establishing much more quality products, healthy products, those products which are naturally and ecologically are consistent. They must aim to establish their image in the minds of young customers as they are life-long customers. (Gehlhar, M.J,2009) Fonterra should convert on their capabilities as they can earn much more returns on the product rather than just being a branded manufacturer. Fonterra can maintain their leadership if they can differentiate their product features offerings from those of the competitors. To sustain as a leaders in the market it requires branding power and product innovation. (Gehlhar, M.J,2009) Fonterra should change its overhead expenses so that it can target on rapidly growing markets. Targets should be to exit unprofitable, uncompetitive and non-core categories and markets. Number of improve efficiency and effectiveness of corporate centers.(Fonterra Co-operative Group,2012) Fonterra supplies are secured through the co-operative structure but the threat exits if they can not make competitive milk payouts to the shareholders and suppliers. Competitors may respond to trade liberalization through increasingly global growth strategies. Evaluation Fonterra has changed their direction at higher value markets, they have greatly managed to maintain the same strategies of its firm which is at high volume and at low cost leadership. By an analysis macro and micro environment a number of issues have been highlighted. Fonterras ability to maintain the position is at risk and its structure limits its ability. Within the dairy industry there is a clear view that the current Fonterra capital restructuring proposals are not acceptable. They necessarily need 75 percent shareholder approval but at present it displays to be very low. The farmers at present are continuously rejecting the proposal but it does not mean that farmers are avoiding the change but they want to be sure with the dependency of the final outcome. (Allio, M.K,2005) Fonterra should have special capabilities inspite of being capable of differentiating their products. They should include physical input that should be used in food manufacturing so that the new products can be serve but can be differentiate from those of competitors. (Allio, M.K,2005) There is increase in healthy, convenient and environmentally friendly foods products in overall world food markets. There is a replacement of mass customization with mass production. So Fonterra should be practical for the changing present environment opportunities for branded food manufacturing by applying successful product differentiation strategies. To be at the same position, Fonterra should be capable in customer marketing, process innovation and product innovation. Differentiating a product may provide an organisation a competitive benefit as differentiated products have a unique or special attributes and there is a need for an organisation to develop unique capabilities which are not followed by competitors. Biology and science supports the dairy organisation not only in on-farm production but also in dairy product manufacturing. With the help of biotechnology, Fonterra can modify the workings along biological systems, either by using the natural resources or more advanced technological tools. (Datamonitor,2008) To develop some specific products, Fonterra must use a nutrition and health team that aims at specific health advantage. The team should be trained to target at world consumer health concerns such as: gastrointestinal health, immune health, dermatology, infant nutrition, sports health, bone health, therapeutics and animal health. Fonterras focus on the establishment of new products will definitely help to increase there demand in consumer products. (Datamonitor,2008) Fonterra should take a responsibility for educating the customers to promote some of the products. Guiding the market in their favour rather than allowing the market to guide the firm. They should use their particular capabilities to influence the new markets as to get hold on the new market. As said above they should provide consumer education as well and at the same time they must give more choices of products to their consumers. (Chris Bart, Nick Bontis,2003) At present there is rapid changes in the business environment, there are many so many unknowns and unpredictable situations arising in the business so there should always be an optional plan or strategy ready for these kind of situations. When industries can consolidate (or fragment) at breathtaking speed; when regulations can overnight either unleash or cripple marketplace participants; and when the price and availability of critical inputscan fluctuate wildly So the task of Fonterras strategy development must now be undertaken under conditions of extreme uncertainty.( David Calfee,2006) Winning strategies will therefore incorporate multiple scenarios for Fonterra to generate a range of feasible strategic solutions; they will also retain significant flexibility to allow rapid adjustments as industry or marketplace conditions change and alternative scenarios become more attractive. (Veit Etzold, Ted Buswick, 2008) Products come and products go in the business. Product life cycles that trace the rise and fall of a product. For example, the Walkman with the cassette enjoyed great popularity in the Eighties before it was displaced by the Discman. This was then displaced by the MP3 player, which in turn was displaced by the Apple iPod. And it is highly probable that the iPod will be displaced too one day by yet another product. So the firm should always have an altenative strategy . So demand can change with the time so Fonetrra must be flexible in meeting those demand within the time frame. (Veit Etzold, Ted Buswick,2008) However, if adequate changes are not made, or if made but its not sufficient to prevent the danger of financial risks, it should use the monetary policy as a secondary option for addressing those risks proceeding cautiously and always keeping in mind the inherent difficulties of that approach. (Tristan Nguyen,2011)

National University of Singapore Personal Statement

Having a degree is one of the most admired achievements in the life of an individual. It is the basis of how your future will be. If you have a nice and much known degree then you have the greater chances of being hired the moment you graduate. I chose to apply Business Management and Communications and News Media in this University for I believe that National University of Singapore is going to help me build my future and dreams through their much established curriculum and high standards.I know that Business Management and Communications and News Media really fit me for the reason that I have lots of experience that has polished my character, intelligence and attitude. I chose Psychology because I believe that this can help me have a brighter future. Basically, this course is a lot of fun. Studying business, about how to communicate effectively and things about News Media would also help me develop the attitude or the character on how to deal with people in such a manner that is we ll educated and proper. Having a degree in this course will help me get the best job being offered in the society. I know having this degree will let me become more productive.There were certain experiences I have had in relevance with my chosen course. One of those was when I was part of the play, The Importance of Being Earnest by Oscar Wilde; where in I was Gwendolyn, one of the main characters. I have always loved theater, especially acting. Gwendolyn Fairfax in this play portrayed a conservative Victorian. She always aims on being intellectually updated, where in she upgrades her skills and knowledge by attending conventions and the like. But the only thing is that she isn’t true. She was not her real self, she was just acting out what she thinks would be good and acceptable.Gwendolyn in this play is a strong willed and aggressive woman for what she feels she expresses it immediately. She was an epitome of grace and beauty among women. I can very much connect with Gwendo lyn; I know what my principles and values are. I never compromise my reputation. I am also strong willed and assertive in the sense that when I know that I am on the right track, I am never afraid to go and pursue it. All the qualities that Gwendolyn has that I can easily relate like her being strong willed, assertive but still compose and decent, applies to my chosen course.Through this experience I had in the play, was just one of the stepping stone for me to polish my character or attitude especially with regards to being patient. Being patient with my co- members in the play and the long time hours in practicing the play in order to come up with the best. I never settle for less. I always want to achieve the best. I never want mediocrity. I believe I can apply all these values in my chosen course.I am also teaching in our Sunday school in a local church. I am teaching children ranging from 6 – 9 yrs old. Through this experience I never forget that Religion is also importa nt. It was important before but it is much important today.Religion involves the relationship between mankind and what is regarded as sacred. Religion almost always includes the belief in the supernatural and a code of ethical behavior. Why do men suffer? What is the nature of the Universe and how it is governed? What is the nature of man and what is his destiny? Religion tries to answer the questions of ultimate existence and of life and death and human and destiny. Many religions hold the universe is governed by God. Through religion man may see meaning in the universe and find a personal role in it.Thousands of years ago, religion played a very vital role in the lives of the people. Even thought that time things were not that so complicated not like now, people still has a closer connection to God. People then put a greater emphasis on going to church, fellowshipping with their brother’s and sister’s and in maintaining their relationship with their creator.As of now , in our present times I think that Religion is ten times important than it was before. As the modern world is evolving and is now being introduced to different kinds of beliefs and theories that could likely shake our foundation of faith for God. The basis and the only foundation of our faith is Jesus Christ. We must hold on to him more especially these days that there are many deceivers out there that are being used by the enemy to destroy us and to keep us away from the loving arms of God.When we don’t have a strong foundation of our relationship to God, we can easily yield to the temptations and offerings that Satan will present to us, like the technology of today. If we don’t know how to control the usage of technology of today, we can be manipulated and controlled by it. That is just one of the tactics of Satan to let us fall into the pit he is preparing for us, for us to be kept away from God’s destiny for us.We are free to choose what we want to do, but we are not free to determine if what he have chosen is good or evil, right or wrong. Our choices may be good or bad insofar as they conform to God’s divine and eternal law and the imperatives which are made known to us through the mediation of conscience that God has bestowed in spirits. In my life I have made many decisions that brought great changes to me as an individual. There are times that I am very doubtful to make a choice especially in a very hard situation. But whenever I am in doubt to make a choice, I just listen to my conscience for me to determine and scrutinize what is really the right thing for me to do.A mature moral decision is not only a decision to make a good deed that â€Å"we ought to do† but also a â€Å"choice made in good faith to make what we want ourselves to be†.   The dignity of the human person implies and demands the rectitude of the moral conscience; that is, it’s being based on truth, which is God’s word. One mus t seriously seek a right conscience or, in other words, one must try to make sure one’s moral judgment is right. This can be achieved by diligently learning the laws of moral life through spiritual formation, asking God for light through a fervent prayer, removing the obstacles to right judgment such as habitual moral disorder or bad habits, and lastly is examining yourself.As I grew up and experienced lots of circumstances, I have now a more grown up approach of making choices. I just do not base my decisions with my feelings at that very moment. I see to it, that whatever outcome after I have made my move, I will still be strong and able to stand up. I will be able to stand firm with my decision. I see to it that it will have more advantages than the disadvantages. I weigh the pros and cons of every circumstance that I am into in which I am task to decide things with. I have learned that not all delightful things are right, for there are also hurtful and unpleasant things t hat turned out right also.Making moral decisions demands maturity and responsibility. To seek to understand reality, to be attentive to the wisdom of the past, to discern the biases and demands of a particular situation- all these efforts are required of a matured individual. Through this experience that I had as a Sunday school teacher, I am able to impart my knowledge about my faith in God towards those who do not know him. In relation to my chosen course, it will help me not compromise especially when graduate from Business Management and Communications and News Media. It will help me become an efficient worker in the area that I will be assigned. I can be a model towards those who are educated yet do not know their real purpose and the intent of their chosen field.I also participated in a national racing competition and won 3rd place. It was my first racing competition where I competed with fifty plus racers, most of them were men. But I still succeeded them because of my drive to win. I never thought that I am weak because I am a woman. I proved them wrong, as I also loved sports. I am a multi tasked individual, I can balance things that I am very much inclined with like in the Academics and Sports.Through the competition, I have proved to myself that I can also do what others can achieve. That gender can not dictate you from achieving, from dreaming. If you want to, then you should have the great drive and interest. I like competition and I do not give up until I will win a fight. It gives a feeling of satisfaction and contentment. My self- esteem is leveled higher whenever I succeed a competition. For me it instigates my willingness to thrive more and work hard, for me not to be put to shame.I am also a hardworking individual, which is why I won the third place in the competition because I was diligent in practicing. I beat all of those men in the contest, even if they were men and symbolized strength, I still conquer them because I was very much eager to win and make others proud of me. I was very much encouraged to go and fight them. like in my chosen degree, I know I am going to meet obstacles or travails as I go along my studies but with the integrity and willingness that I have, I know I am going to survive the hindrances or difficulties I will be meeting along the way.I am a very social person, so my chosen course just fits me that much because in business and communication, one needs to have the ability to go along well with other; that is to socialize; to be able to fit into different groups, or social classes and different types of character. I am a risk taker, especially when I know that I am going to succeed in the end. I am willing to risk things, but on the other hand, I am willing to fight for it too.I like to try new things, things that excite me, like achieving. Having to achieve new thing, I know can bring felicity to my family. Like I said, I never settle for low quality. I always want the best of everything. For I believe that whatever your output is, totally reflects you. So when your output is of low quality, people will see you as an under achiever; a person who only settles for less.I am much interested to be in this degree because I know that National University of Singapore provides one of the best educations I can ever find. They don’t just focus on the academics but also with the totality of the being of their students. They set standards that other Universities do not have. I know I am going to have a great future ahead of me in this institution. I will always have this gratitude in my heart towards National University of Singapore because through them individuals who dreams of having jobs, those highly paid jobs can now fulfill their dreams. Those individuals will be given the hope to dream, and have a bountiful life while having the qualities of a good individual being admired by the society around him.

How Is the Theme of Genocide Presented in Hotel Rwanda

The Official Oxford English dictionary defines genocide as the `deliberate killing of a very large number of people from a particular ethnic group or nation. ‘ It also is said as a holocaust. Holocaust is the great or complete devastation or destruction or any mass slaughter or reckless destruction of life and it is normally referred to the genocide of the Jews that happened during the period of 1939 to 1945. The two genocide we are focusing on are the genocide of the Jews during the second world war and the Rwandan genocide of the Tutsi's in 1994. Directed by Terry George in Hotel Rwanda and Mark Herman in The Boy in Stripe Pyjamas, they have a similarity between the films they are both rated a 12 year old. Instead of recreating the horrors of genocide in both films they use the naivety of a boy and the hope of survival to present the story mentally. The difference between the films is the fact that one is a fictional representation of a real event and another one is a true story recreated. The effect of this is to compare the feelings of someone who actually been through a genocide and someone who have not been through this. Hotel Rwanda was released in 2004 and is based on a true story about the genocide of the Tutsi's in 1994, it documents the life of Paul Rusesabagina during the period he housed over a thousand refugees in his hotel Hotel Mille Collines. Directed by Terry George who is also the co-write of the book and with Paul's help they manage to make the film as truthful as possible and changing fewer things as possible and they done this perfectly but also managed to avoid recreating the horror of the genocide and haunting the survivors again. Lasting only 100 days, over one million Tutsi's and Hutu's were brutally massacred. But despite the incoming fear of ever Tutsi being wiped out, Paul managed to save 1268 Hutu's and Tutsi's. Two recurrent themes jump out from the movie. First, that everything has a price. Paul Rusesabagina pays for his families and neighbours' freedom and life by bribing an army officer, even negotiating the price for each. He is able to purchase beer and scotch for the hotel from the distributor, as long as he is willing to pay the price demanded. He consistently bribes the army eneral for protection for the hotel's occupants from the armed militia. And when the bribes run out, so does the protection. The second major theme is one of self-reliance, or absence of external help. Throughout the movie it is repeated that the â€Å"West† refuses to help or does not value the Rwandans enough to intervene in the genocide. The West's refusal to intervene is seen when the UN peacekeeping force has orders to not use their weapons. It's seen in the size of the UN peacekeeping force, reduced to 260 men at the beginning of the genocide and civil war in 1994. In the movie this last reduction proved a false hope for the survivors holed up in the hotel. UN `reinforcements' arrive, only to evacuate many UN peacekeepers and foreign citizens from Rwanda and the hotel, respectively. There is also an episode where certain Rwandans who have foreign connections are granted visas to leave the country because of the intervention of their friends. The contrast of this action to the West's non-intervention is stark. â€Å"Who you know† becomes a factor in survival. The distributor where Paul purchases supplies is a member of the Hutu militia. But because he knows him and has had a business relationship with him for years, he's able (at a price) to still secure supplies for the hotel residents. The film started with a black screen, this is to make the viewers think of a certain way abut what happened in Rwanda in 1994. This is a story about good verses evil. An ominous African voice in heard, in real life, it was a Belgian broadcaster called George Ruggiu, clearly the broadcaster of RTLM a Hutu extremist propaganda, broadcasting 24 hours a day. The voice is saying the Tutsi's are `coachroaches'. The voice is black and cataclysm unfathomable, and the black screen underscores the evil darkness of Africa and the evil yet to come. The voice of terror returns throughout the film to haunt the innocent but terrified Tutsi's, the effect is to make the audience fear, to experience what the Tutsi's felt, the constant danger approaching. In the film, the good guys are the Tutsi's, the victims of genocide. They aren't he killers in the movie: they were never the killers. The Interahamwe were portrayed as the violent killers and were responsible for the slaughter of one million Rwandans. Formed by groups of young Hutu's, they together carried out the horrendous act. During the period of tension, before the genocide officially happened a lot of machetes were purchased from various places and prepared to wipe out the next generation of Tutsi's. Vice President of the Interahamwe was George Rutaganda, he paid HIV infected men to rape the women and children in order to ensure that the next generation cannot at all exist, despite the fact that it was the Hutu's destroying the Tutsi's, the President of the Interahamwe, Robert Kajuga, is a Tutsi and helped to wipe out his own people. Majority of the time we were looking at Paul's' perspective as the camera looks over his shoulder and present to us what he is seeing. The music at most of the scenes was terrifying and dangerous, it portrayed danger and threat inside it, but when the scene with the orphans, the song shows hope, terror yet mixed up with light, brightness, new and fresh, the song is called `A million Voices' but it is quickly abandoned when the French soldier said â€Å"No Rwandans† it starts to get gloomy, cold, miserable and rains heavily. This film gives you alot of hope, but the hope quickly distinguished and broken into little pieces their hope of life. This is to make the audience value life and learn to respect and look after it, but also gives peaks of tension throughout the film, and making your terrified, yet so wanting to see the ending. At the end of the film, when the guerilla force is shown the rebels of the Rwandan Patriotic Front (RPF) they are rescuers. They are disciplined and organised. They kept a tidy United Nations camp safety behind their lines. They don't kill nurses and charity workers or orphaned children, and in the film: they reconnect children to their families and gives them hope to live on. But the RPF were equally dehumanizing and vicious, but the film does not tell us this, both sides were fighting to wipe out their enemy, not to protect their kind. The theme of genocide is presented to you so it doesn't visually tell you the story they do that mentally. They paint you a picture throughout the film, the rapidly descending darkness and bloodshed, but of course the glimmer of hope remains above it, the hope is Paul Rusesabagina (Played by Don Cheadle). He shines like a angel, throughout the film over 1200 refugees relied on him, when they have no where to go, he harbours them, when they have nothing to eat, they trust him to bring food back from the Interahamwe camp, when they need to bribe for protection, they gave him all their money to bribe for protection and police. He protects them with his life, and they think he is a great hero. The Boy in Striped Pyjamas was released in 2008 and directed by Mark Herman and written by John Boyne. It is about the Jewish Holocaust in 1939 to 1945, and is portrayed through the eyes of a native 8 year old boy who had his childhood innocence destroyed. To make the audience believe that a 8 year old boy didn't know why Jews were bad and how they corrupted German citizens was difficult especially when everyone were taught how Jews were so bad in the 1940's. But eventually childhood innocence can really portray this film successfully. It isn't just the physical descriptions of the two homes that create contrast. The way characters behave and react to events also adds atmosphere. In his Berlin house, Bruno can see far and wide and likes what he sees. But when he arrived at his new home, the camera angle shot up, making the house look intimidating and gloomy, a place where he is trapped without friends, so eventually he picked up the courage and went exploring before meeting Schmuel. Bruno first met him when he when he was bored and went out exploring, then he found this electric fence and saw Schmuel sitting their on his own, his first impression of him was a mixture of happiness and weariness. He wanted to become friends with him, and thinks he's extremely lucky to be able to play with friends and participate in a game, their numbers on their `funny uniforms', but never will Bruno guess this is a concentration camp where people are brutally tortured and killed And his father is the commander of this camp. After a few meetings with Schmuel he finally realises he is a Jew, and his tutor taught him `Jews are the most horrible kind of people on earth, they corrupt our people and they are the culprit of making us lose the Great War† with this he was terrified of Schmuel, he quickly made up a excuse to go and was horrified of befriending a Jew, especially when he's grown up being taught Jews are the worst race ever, and blonde hair, blue eyes are the superior race. But after considering what he is being taught over again, he quickly forgets the difference between them two and became friends again. He asked about the place where the horrid smell came from, without realising it is a gas chamber, and nor did Schmuel know. During a regular release of German Propaganda film, Bruno happened to peek inside and view the video, after realising the supposingly good condition the camp was in he was extremely proud of his father, never did he know again that his father made the fake film, and is actually keeping the Jews weak and close to death before killing them. This shows he strongly believes in what he is shown, the naivety of the young boy. He soon forms a strong bond with Schmuel, they became good friends and that's what sent Bruno to his death. After Bruno died his father realises the terror and the pain of knowing a family member or own child being gassed to death, he finally saw the blood on his hands and regrets it. During the last bit, when the picture of the door to the gas chamber expands out, it plays sad and gloomy, dark and lifeless music, the music sounds like a heartbeat, but soon ends and with the never ending room where they put the pyjamas it shows us the amount of Jews they gassed. Both films featured alot of complex camera angles. For example, it pans into Bruno's face when he saw the camp which he thought was a farm, this is to show his confusion off why the camp is there; it also let us view his emotions displayed on his face. Another scene is when Lieutenant Kotler goes vivid at Schmeul for eating a cake, the camera is looking up to him to demonstrate Lieutenant Kotler's power and superiority over a little Jewish boy. This is to create utter fear and decreases our thoughts of a happy film. In Hotel Rwanda, some of the scenes that have this effect is the bit where Paul clambers out of the truck and is petrified to see the amount of bodies, the camera angle there stretches into his perspective and letting us see the countless amount of bodies; they also have dislocated arms and bodily parts and blood in them – the reason for this is to make us realise the horror and fear the reality of genocide. Another part in Hotel Rwanda is when a Hutu extremist climbs into the truck deporting Tutsi's away; they camera angle zooms in close to Paul's wife showing her fear and paralysed to do anything while being threatened by a machete. Although both these film portrayed a incredible sadness to them and a bit of blood, they are rated 12 because it doesn't actually show use anyone in the process of getting killed. Both of the ending is different from one and another. In The Boy in The Striped Pyjamas it ended with despair and hopeless but in Hotel Rwanda it ended with sadness yet hidden there is a spark of hope and happiness. At the beginning of Hotel Rwanda it start with a black screen and a voice of terror speaking, and in The boy in the Striped pyjamas it start with the theme of child's innocence, both films started and ended dramatically different, creating a contrast. In conclusion I think Hotel Rwanda left a more distinctive image with me, as the sadness and hope sticks in my mind especially after they created this effect of hope rising and quickly distinguishing alot of times over a short time. The scenes in Hotel Rwanda that stands out is firstly the scene where he saw the bodies piled across the road and the what's happening outside of the Hotel when they left to go to collect provisions.

Daniel Harold Rolling, the Gainesville Ripper

Daniel Harold Rolling, also known as the Gainesville Ripper, murdered five University of Florida students in the summer of 1990. The killings terrified residents of the otherwise sleepy Southern college town and became front-page news for days on end.  After being apprehended, Rolling would be linked to three more deaths in Louisiana and would remain a figure of media curiosity until he was executed in 2006. Early Life Rolling was born on May 26, 1954, in Shreveport, La., to James and Claudia Rolling. It was an unhappy home life, Rolling would later say. His father, a Shreveport police officer, abused him from an early age, both verbally and physically. As a teen, Rolling was a poor student and worked only sporadically. He was also arrested several times for burglary. Apart from these details, little is known of Rollings early life before the murders. One incident, however, stands out. During a heated argument with his father in May of 1990, Rolling brandished a gun and shot the older man. Rolling fled. His father lost an eye and an ear but survived. Death in Gainesville The first murder took place on Aug. 24, 1990. Rolling broke into the apartment of college students Sonja Larson, 18, and  Christina Powell, 17. Both girls were asleep. He attacked Sonja first, who was asleep in her upstairs bedroom. First, he stabbed her chest, then taped her mouth, then as she struggled for her life, he stabbed her to death. He then went back downstairs and taped Christinas mouth and bound her wrists behind her back. He then cut off her clothing, raped her and stabbed her multiple times in the back, causing her death. Deciding that he wanted to leave some kind signature, he then mutilated the bodies and posed them in sexually suggestive positions and left. The next night Rolling broke into the apartment of Christa Hoyt, 18, but she was not at home. He decided to wait for her and made himself at home. When she arrived mid-morning, he crept up behind her, startling her, then attacked her, placing her in a choke-hold. After that, he taped her mouth, bound her wrists and forced her into her bedroom, where he removed her clothing, raped her, then stabbed her in the back multiple times causing her death. Then, as a way to make the scene more horrific, he sliced open her body, cut off her head and removed her nipples. When authorities arrived, they found Christas head on a bookshelf, her torso bent at the waist, on the bed and the nipples placed next to the torso. On Aug. 27, Rolling broke into the apartment of Tracy Paules and Manny Taboada, both 23. Powerfully built, Taboada was asleep in his bedroom when Rolling attacked and killed him. Hearing a struggle, Paules hurried to her roommates room. Seeing Rolling, she bolted back to her room, but he pursued her. Like his other victims, Rolling bound Paules, removed her clothing, raped her, then stabbed her in the back multiple times. Sometime later, the apartment complexs maintenance man showed up for an appointment. When no one answered at Paules and Taboadas unit, he let himself in. The sight that greeted him was so horrible that he turned and left immediately, then rushed to call the police. He later described to the police that he saw Tracys bloodied body on a towel in the hallway, with a black bag placed near the body. When police arrived five minutes later, the door was found unlocked and the bag was gone. The news media was quick to cover the murders, dubbing the killer The Gainesville Ripper. It was the beginning of the semester and thousands of students left Gainseville out fear. By Sept. 7, when Rolling was arrested in nearby Ocala on an unrelated supermarket robbery charge, the Ripper was on the front page of every newspaper. Rollings whereabouts between the time of the last murders and his arrest are only partially known. During a subsequent search of a wooded Gainesville encampment where Rolling had been living, police found evidence tying him to a recent bank robbery. They also found evidence that later would be linked to the Gainesville killings.   TheWrong Suspect The investigation into murders of the five college students led to one of seven main suspects. Edward Humphrey was 18 years old and diagnosed with bipolar disorder. During the same time that the students were murdered, Humphrey was suffering from a bipolar flareup after skipping his medication which resulted in aggressive behavior and violent outbursts. Humphrey had been living in the same apartment complex as Tracy and Manny, but he was asked to leave by the apartment manager after fighting with his roommates. He also harassed people living in the apartment complex across the street. Other similar incidents of Humphreys combative nature surfaced and investigators decided to put a surveillance team on him. On Oct. 30, 1990, he had an argument with his grandmother that grew into a physical altercation with him striking her one time. This was a gift to the police. They arrested Humphrey and had his  bail set at $1 million, even though his grandmother had dropped all charges the same day and it was his first offense. At trial, Humphrey was found guilty of assault and was sentenced to 22 months in Chattahoochee State Hospital, where he would remain until Sept. 18, 1991, when he was released. There was never any evidence found that Humphrey had anything to do with the murder. The investigation was back to square one. Confession, Trial, and Execution Rolling stood trial in early 1991 for the Ocala robbery and was convicted. He was later convicted of three burglaries committed in Tampa shortly after the Gainesville killings had occurred. Facing life in prison, Rolling confessed to the string of murders, later corroborated by DNA evidence. In June of 1992, he was officially charged.   While awaiting trial, Rolling began exhibiting odd behavior that would eventually lead to a diagnosis of mental illness. Using a fellow inmate as an intermediary, Rolling told authorities that he had multiple personalities, which he blamed for the Gainesville killings. Rolling also alluded to the unsolved 1989 murders in Shreveport of William Grissom, 55, his daughter Julie, 24, and his 8-year-old grandson Sean.   On Feb. 15, 1994, just weeks before Rollings trial for the Gainesville murders was set to begin, he  told his lawyer that he wanted to plead guilty. His lawyer warned against it, but Rolling was determined, saying he did not want to sit there while the pictures of the crime scene were shown to the jury. Rolling was sentenced to death in March and executed on Oct. 25, 2006.   Sources Cochrane, Emily, and McPherson, Jordan. All is Well: Gainesville Murder Victims Remembered After 25 Years. Alligator.org. 28 August 2015.Dean, Michelle. The True Story Behind the Horrific Murder Spree That Inspired Scream. Complex.com. 20 December 2016.Goodnough, Abby. Killer of 5 Florida Students Is Executed. NYTimes.com. 26 October 2006.Schweers, Jeff. Gainesville Student Murders: 25 Years Later. Gainesville.com. 24 August 2017.