Introduction to People, Organization Andmanagement Essay Example for Free

Introduction to People, Organization And counsel Essay1. Key Information mental faculty title of respect Introduction to People, Organisations and direction faculty Leader Hermione McIntosh Chelmsford/Michael Ashcroft Building/ Room MAB 301 Every faculty has a Module Definition Form (MDF) which is the offici everyy validated record of the staff. You can access the MDF for this module in trine ways * the Virtual learnedness Environment (VLE) * the My. Anglia Module Catalogue at www. anglia. ac. uk/modulecatalogue * Anglia Ruskins module count engine facility at www.anglia. ac. uk/modules All modules delivered by Anglia Ruskin University at its main camp use of rights and servicess in the UK and at collaborationist institutions passim the UK and oerseas atomic numeral 18 governed by the Academic Regulations. You can view these at www. anglia. ac. uk/academicregs. A printed utter of the Academic Regulations, known as the Assessment Regulations, is availcapable for ev ery educatee from your Faculty Office ( exclusively peeled assimilators go out contract received a copy as part of their welcome pack).In the improbable event of any discrepancy between the Academic Regulations and any opposite publication, including this module guide, the Academic Regulations, as the definitive document, take precedence over all other publications and give be applied in all cases. 2. Introduction to the Module This 30 credit module covers four key aras. The disposalal context This module allows students to explore the organisational context and pull up stakes furnish students with tools to analyse the organisational environment and the degree of dynamism and complexity in which organisations operate.Students leave alone be encouraged to examine organisational responses to environmental turbulence. The development and impact of organisational husbandry will besides be assessed. Organisation structures and approaches to counseling Students will analyse the changes to organisational structure and architecture and the evolution from self-contained structures to boundaryless organisations. Approaches to management from scientific management to postmodern organisations will be evaluated and the way groups and team ups argon formed and structured. motive will similarly be examined as a motivated cultivateforce can be a shrink of a victorful organisation and students will be encouraged to reflect critically on theories of demand and apply them to real life situations and case mull over scenarios. Management processes Intensified competition, technological innovation and change magnitude knowledge intensity has resulted in a pattern of repeat change. The results of change programmes atomic number 18 practically disappointing and students will examine the triggers for change, why change is resisted and organisations approaches to change management.This module will as well as investigate the difference between leadership and m anagement and critically evaluate classical and contemporary approaches to leadership speculation and the region power and politics play in organisational life. Individuals in the organisation This part of the module focuses on single differences. The ability to learn, and to continue education, for individuals and organisations, is crucial in the 21st century. Students will be introduced to a image of learn theories which affect management practices and will hasten an overview of the learning organisation.Students will examine the situation that character and perception play in shaping and directing our own and other mickles behaviour. The role of communication will also be investigated as communication affects organisation performance and also individual c atomic number 18er prospects. Students will therefore be equipped with a robust intellectual frame make up for analysing and reasonableness the past, present and future influences on their own thinking, attitudes, valu es and behaviours and to reflect on how these might impact their intensity level and performance in practice. amuse also refer to Sections 6a and 6b of the MDF. 3. Intended schooling Outcomes.Anglia Ruskin modules are taught on the posterior of intended learning government issues and on successful completion of this module, you will be expected to be able to demonstrate that you stick out met these outcomes. On successful completion you will be able to 1. Understand and critically evaluate the underlying principles and concepts of the nature of organisations. 2. Understand and appreciate the contri scarceion of effective pile management to the success of organisations. 3. Explore a part of theories developed to aid the intellect of learning and human behaviour, reflecting on their learning experiences and career development.4. Examine the lotion of theories in real world organisational settings. 5. Apply a range of theories and concepts on organisational design, structure and management in the analysis of managing employees with specific reference to leadership, power, motive and teamwork. 6. Use simple psychometric and related instruments for self-analysis and learning tools for goal-setting, problem-solving and individualised reflective practice within a framework for ain and career development. 4. Outline Delivery.Wk Lecture A People Lecture B Organisation Management interpretation (Buchanan and Huczynski, 2010) 1 Introduction to Part A of the module. Individual behaviour and personality Introduction to Part B of the module. What is an organisation? Introduction to organisational behaviour. Orientation to work and the work ethic.. Chapters 1 and 6 2 Personality theories in the workplace. The organisations environment. Business ethics and corporate social responsibility. Chapters 2, 3 and 6 3 Perception. Organisational culture and socialisation. Chapters 4 and 8 4 Attitudes and values. Organisational structure and architecture. Chapters 15 and 17 Brooks Chapter 3 5 Learning as a process. The Behaviourist and Cognitive approaches. Approaches to organisations and management. (1) Chapters 5, 14 and16 6 Learning in practice and the Learning Organisation Approaches to organisations and management (2) Chapters 5, 14 and 16, 7 Motivation content theories Groups and teams at work. Chapters 9, 10, 11, 12, 13 8.Motivation process theories Organisational change Chapters 9 and 18 9 Communication Leadership (part 1) Chapters 7 and 19 10 Career management and choices Leadership (part 2) Chapter 19 11 Reflective practice and managing self. Power in organisations Chapter 22 12 Module review. Module review 4. 1 Attendance Requirements Attending all your classes is very fundamental and one of the best ways to wait on you succeed in this module. In accordance with the Student Charter, you are expected to arrive on cadence and take an active part in all your timetabled classes.If you are unable to attend a class for a valid r eason (eg illness), please contact your Module Tutors. Anglia Ruskin will closely monitor the attendance of all students and will contact you by e-mail if you substantiate been absent without nonice for ii weeks. Continued absence can result in the barrierination of your adaptation as you will be considered to buzz off withdrawn from your studies. Inter home(a) students who are non-EEA nationals and in possession of initiation exhaustance/leave to remain as a student (student visa) are required to be in regular attendance at Anglia Ruskin.Failure to do so is considered to be a breach of national immigration regulations. Anglia Ruskin, like all British Universities, is statutorily obliged to inform the B pose and Immigration post of the Home Office of significant unauthorised absences by any student visa holders. 5. Assessment This module will be assessed through two pieces of coursework which will allow you to evidence the demands of this module and meet the learning outcom es (see sections 7 and 9 of the MDF). Both pieces of coursework have a battle cry limit of 3,000 words and have a 50% weighting.The duty assignment hand-in date is Tuesday, 8 May, 2012. All coursework assignments and other forms of assessment indwelling be submitted by the published deadline which is detailed above. It is your responsibility to know when work is due to be submitted ignorance of the deadline date will not be accepted as a reason for late or non-submission. All student work which contributes to the eventual outcome of the module (ie if it determines whether you will pass or fail the module and counts towards the mark you obtain for the module) is submitted via the iCentre using the formal submission sheet .Academic staff CANNOT accept work directly from you. If you descend to submit your work to the iCentre by post, it must arrive by midday on the due date. If you cull to post your work, you do so at your own risk and you must ensure that sufficient time is pr ovided for your work to arrive at the iCentre. Posting your work the day before a deadline, albeit by start class post, is extremely risky and not advised. Any late work (submitted in person or by post) will NOT be accepted and a mark of zero will be awarded for the assessment tax in school principal. You are requested to keep a copy of your work. Feedback.You are authorise to pen feedback on your performance for all your assessed work. For all assessment tasks which are not exams, this is provided by a member of academic staff completing the assignment coversheet on which your mark and feedback will relate to the accomplishment of the modules intended learning outcomes and the assessment criteria you were given for the task when it was first issued. Examination scripts are retained by Anglia Ruskin and are not returned to students. However, you are entitled to feedback on your performance in an mental testing and may request a meeting with the Module Leader or Tutor to seey our examination script and to discuss your performance.Anglia Ruskin is committed to providing you with feedback on all assessed work within 20 work eld of the submission deadline or the date of an examination. This is extended to 30 days for feedback for a Major Project module (please note that working days excludes those days when Anglia Ruskin University is officially closed eg between Christmas and New Year). Personal tutors will offer to read feedback from several modules and help you to address any common themes that may be emerging.At the main Anglia Ruskin University campuses, each Faculty will publish details of the arrangement for the return of your assessed work (eg a marked essay or case study etc. ). Any work which is not cool by you from the Faculty within this timeframe is returned to the iCentres from where you can subsequently collect it. The iCentres retain student work for a specified period prior to its disposal. To assure ourselves that our marking processes are comparable with other universities in the UK, Anglia Ruskin provides samples of student assessed work to external examiners as a routine part of our marking processes.External examiners are undergo academic staff from other universities who scrutinise your work and provide Anglia Ruskin academic staff with feedback and advice. Many of Anglia Ruskins staff act as external examiners at other universities. On occasion, you will receive feedback and tag for pieces of work that you completed in the earlier stages of the module. We provide you with this feedback as part of the learning experience and to help you prepare for other assessment tasks that you have still to complete.It is important to note that, in these cases, the marks for these pieces of work are unconfirmed as the processes described above for the use of external examiners will not have been completed. This means that, potentially, marks can change, in either direction Marks for modules and individual pieces of work croak confirmed on the Dates for the Official Publication of Results which can be checked at www. anglia. ac. uk/results. ASSIGNMENT unmatchable Module Title Introduction to People, Organisations and Management Module CodeBB130020SLevel 1 Academic Year 2011/12Semester twain Module LeaderHermione McIntosh.InstructionsSee below Word Limit 3000 words % Weighting50% Written assignments must not exceed the specified maximum number of words. Assignments will not be accepted without a word count on the cover sheet. Submission DateTuesday, May 8, 2012 sue submitted after this date will receive a mark of 0 unless an extension has been approved in advance of this deadline. Requests for short-term extensions will only be considered in the case of illness or other cause considered valid by the Student Adviser. These must normally be received and agreed by Student Adviser in constitution at least twenty four hours prior to the deadline.Please refer to the Academic Regulations or your Student Handbook for full details. Further detailsThis assignment must be completed individually. This assignment must be machine-accessible to a completed University Assignment cover version Sheet and accompanied by a completed University Assignment Receipt before submission. Any attachments (such as computer discs) must be marked with your SID number(s) and securely attached to your assignment before submission. Do not submit your work in a plastic sleeve. TASK Read the two organisational case studies attached and provide a critical comparative analysis of them in academic name format.You should consider how the two organisations differ in the way they operate and in the way they are managed. In particular, you should focus on the following areas * Organisational design and structure * Teams and teamworking * Approach to leadership and management * Organisational culture Your analysis must be supported by relevant theories and concepts that have been covered in the module and you must demonstrate that you have read widely around the subject area and used this knowledge to support the arguments you are making. Do not rely solely on the key text but use a range of academic texts and journal articles.Refer to the reading list in your module guide for further guidance. It is essential that you use the Harvard Referencing System and it is recommended that you download the Universitys Guide to the Harvard Referencing System from the library website. Assessment weighting for written assignment The following assessment weighting is provided for guidance Introduction 10% abridgment of issues including use of the belles-lettres to support arguments 60% closedown and recommendations 20% Presentation and structure of the report including written expression and referencing 10% Case take up One Case study 1 Biogenta plc.Biogenta is a world-leading business, producing crop-protection products (herbicides, fungicides and insecticides). It currently employs 15,000 employees in over 80 countries and has manufacturing facilities in 10 countries. It is organised into four major rightal areas Research and Development, Manufacturing, Sales and trade and, finally, Support (covering financial services, human resources and ratified services). Jane Morgan, the Chief Executive Officer of Biogenta, is a strong role model for her staff and has developed a mission and a set of values based on large consultation with Biogentas stakeholders.Biogentas mission is to be the most trusted provider of crop-protection products in the world and their values include Be adventurous, inventive and open-minded Pursue growth and learning Be passionate and determined Build open and honest relationships Create fun These values have been engraft in the culture of the organisation. Jane is deeply respected and many a(prenominal) of her staff have even called her inspirational. She is very motivational and communicates gamy expectations of all staff.Her aim has always been to empower her staff and to stimulate staff to becreative and innovation so that they try novel approaches and develop ground-breaking new products. Biogenta is committed to innovation and sees this as a major strength. It has a strong focus on recruiting extremely able and highly motivated employees. It is also committed to investing heavily in their development. As well as recruiting highly educated staff, many of whom are educated to doctorate level, the order offers numerous in-house training courses covering both technical and personal development issues. As a global organisation Biogenta hopes to recruit the brightest and the best from all over the world.In Cambridge, alone, one of its four research and development hubs, it employs mess of 20 different nationalities. It offers generous support to employees who want to further their education and training by pass oning fees and giving time off to attend courses. It also offers generous perks, such as opportunities for sabbati cals or gap years and subsidising gym membership. Office environments and even factories are designed to be light, pleasant places to work, with the company sponsoring a large amount of art work and adorn to enhance the environment.It is also a major sponsor of a number of exhibitions and museums around the world with a biological science theme. Staff are encouraged to contribute to community work, and the company sponsors a number of projects working with schools in a number of countries on biological science projects. Although Biogenta has a traditional structure, as would be expected of an organisation of this size, Jane believes that structures, job titles and power can put barriers up between people and inhibit innovation and performance. She believes it is far more(prenominal) effective to put her faith in people and in teamwork and there is minimal hierarchy.Although almost all employees work in one of the four in operation(p) areas mentioned above, the organisation also p romotes cross-functional working in project teams, some of which are virtual teams. Project working is seen as essential to achieving constant product improvement and innovation. These teams can be large or small, short term or fairly long in duration. It recognizes that getting people from different functions to work effectively unneurotic can be a challenge and it has a number of ways of trying to minimise these, including the use of technology.Many of the support staff have at least undergraduate degrees in science subjects. For event Jacqueline Baryomunsi works in the marketing team but she has a degree in Biology, although she was later sponsored by Biogenta to do an MBA. Although originally based in Cambridge, she was of late posted to a nine month global assignment in South Africa where she worked on a project to develop a new herbicide, working with a team of four others. This included Jonathan Etherington, who has a PhD in chemistry from the USA and has been working on production in one of Biogentas manufacturing bases in Italy until recently.The other team members included two people from Biogentas research and development function (both based in South Africa) and the team was led by Kathryn Tate, originally from Australia, who has a PhD in molecular biology and is based within Biogentas support function as an IT specialist. This project involved long working hours but Kathryn Tate also made sure the team had time for some fun team members spent quite a lot of time in concert outside work, even, on one occasion managing to go shark-fishing as well as regularly take the night life of Durban. (This is a fictional case study.)Case Study Two OUTBACK INC. shot Tourism is a strong contributor to Australias economy, with over a half million people employed in the sector, and tourism spending reaching over $85 billion a year. The unsophisticated promotes its beautiful landscapes, Aboriginal art and cultures, coastal lifestyles and the outback as the m ain attractions for visitors. Australias top five-spot international tourism markets are New Zealand, the UK, Japan, the USA and China. Visitor numbers from China and India have self-aggrandising strongly, while the number of Japanese and Korean tourists has declined in the last few years.China is now Australias fifth largest international tourism market, brining it into second place with New Zealand, and this is set to grow over the nigh decade. However, Australias share of global tourism continues to drop, with a decrease of 14 per cent between 1995 and 2008. Since its gush in 2001, it has also declined as a proportion of Australias gross domestic product. The Australian tourism perseverance continues to struggle from the effects of a series of crises, starting with a pilot strikes in 1989 and the ecumenical economic outfalls of the Iraq War and the SARS outbreak.More recently, after four strike free years at Qantas, there has been a bitter pay dispute which closed the airli ne down in October this year. Qantas passengers could impertinence further delays and cancellations after one of the unions locked in a wage dispute threatened more strikes and legal action if the airline did not improve its pay offer. Skilled staff shortages are also change to Australias tourism industry troubles, with an estimated 42,000 employees needed by 2015. inaccessible Inc Established in the early 1990s, Outback is an adventure-based tour company located in Sydney, Australia.The company offers a variety of services, including guided tours, accommodation and meals, to those need to visit remote and regional areas of Australia. Outbacks comprehensive packages of services have traditionally appealed to travellers from all over the world, particularly visitors from Japan, who typically make up over 80 per cent of their client base, but its product offering has not been updated for a number of years. Profitability has now been on a down(prenominal) trend for some time and t here is no clear vision or detailed outline to move the company forward.Despite increased marketing efforts aimed at the general Asiatic market, the company has seen a decrease in bookings from its traditionally reliable Japanese sector. The inadequate exchange rate has negatively affected tourist numbers from the U. K. and Outback has yet to attract new clients from China or other Asian countries experiencing more favourable economic conditions. Although Outback grew from a small, family-owned business in the early 1990s to a moderately sized company with sales of several million dollars a year, it still retains its original functional organisational structure.Its Chief Executive Officer is a son of the original founder and his autocratic style of leadership, although garmented up in paternalism, has meant that he is not prepared to listen to staff members, particularly those at the land end of the hierarchy. Outbacks managers, typically members of the companys founding famil y, head up the versatile departments, which are structured around traditional functions such as marketing, finance and human resources.In order to satisfy the needs of family members, there are a number of hierarchical levels within the organisation which often negatively affects the organisation. There is limited teamwork and virtually no cross-functional working with each of the functions operating in a silo. At times this has resulted in a poor service to clients where their expectations have not been met, and the company has recently received some bad press in the Asian tourist magazines and newspapers. Although this is an adventure-based tour company, it is not a fun place to work and the culture and leadership style stifle creativity.As with most organisations in the hospitality field, the Outback management uses a traditional leadership style, with decisions made at the top levels of management and communicated downwards. The majority of Outbacks employees are young, highly motivated and eager for learning opportunities, but the company struggles to regain them, facing a turnover rate higher than even what is expected in an industry with a notorious turnover culture. Although the company does have its own website, management has been hesitant to move forth from using banal travel agencies for their client booking purposes, which is relatively costly.Many of the younger staff have ideas on how to improve the product range, the service offered to clients and how to target the all important Asian market, but have given up voicing their ideas as these have not been listened to in the past and they are interested about being blamed for the rise in client complaints. (This is a fictional case study which has been adapted from Bratton et al. , 2010) Specific assessment criteria for assignment one 70% + long knowledge and judgment surround organisations and management is evident.A deep level of critical analysis has been provided throughout with coherent and convincing arguments made. speculation and practice (case studies) have been corporate convincingly. Analysis is supported by extensive reading (academic texts and journal articles). Conclusion is convincing, relevant and holistic. Written expression and referencing are excellent resulting in a credible assignment which is well-structured, elliptical and demonstrates clarity of thought. 60 69% Good knowledge and understanding surrounding organisations and management is evident.A good level of critical analysis is demonstrated and arguments are clear and structured. Theory and practice (case studies) have been integrated well. Analysis is supported by significant background reading (academic texts and journals). Conclusion summarises the key issues convincingly. Good referencing with ordered citation and listing. Written expression is good resulting in an assignment which is well-structured, clear and concise. 50 59% laboured knowledge and understanding surrounding organisa tions and management is evident.Generally good analysis is demonstrated and arguments are clear and structured. Theory and practice (case studies) have been integrated. Analysis is supported by background reading (academic texts). A comforting conclusion is included. An appropriate structure is used and style of writing is satisfactory. Referencing is to satisfactory standard. 40 49% nearly knowledge and understanding surrounding organisations and management is evident. The assignment is more descriptive than analytical, but arguments are sufficiently identifiable and free of obvious contradiction.Limited integration of theory and practice (case studies). Limited background reading from academic sources to support the work. Conclusion is drawn, but not all key issues are included. The assignment is adequately referenced with an appropriate structure. Written expression is satisfactory, but there are weaknesses in the presentation. Fail 39% and below Very limited knowledge and un derstanding surrounding organisations and management is evident. The assignment is very descriptive with poor application of relevant theories, concepts and models. Minimal evidence of further reading.No or limited conclusion. The report is weakly referenced and the structure is inadequate. Written expression is poor resulting in an assignment which lacks clarity. Overall the task is poorly presented and argued and does not achieve an adequate standard. ASSIGNMENT TWO Module Title Introduction to People, Organisations and Management Module CodeBB130020SLevel 1 Academic Year 2011/12Semester Two Module LeaderHermione McIntosh Instructions issue all four questions Word Limit 3000 words % Weighting50% Written assignments must not exceed the specified maximum number of words.Assignments will not be accepted without a word count on the cover sheet. Submission DateTuesday, May 8, 2012 Work submitted after this date will receive a mark of 0 unless an extension has been approved in advance o f this deadline. Requests for short-term extensions will only be considered in the case of illness or other cause considered valid by the Student Adviser. These must normally be received and agreed by Student Adviser in writing at least twenty four hours prior to the deadline. Please refer to the Academic Regulations or your Student Handbook for full details.Further detailsThis assignment must be completed individually. This assignment must be attached to a completed University Assignment Cover Sheet and accompanied by a completed University Assignment Receipt before submission. Any attachments (such as computer discs) must be marked with your SID number(s) and securely attached to your assignment before submission. Do not submit your work in a plastic sleeve. Complete ALL four of the following tasks. 1. What is personality? And what relevance has this concept to understanding behaviour in the workplace? 2.Learning is the process of acquiring knowledge through experience which leads to an invariable change in behaviour. (Huczynski Buchanan, 2010, p. 732) Explain this statement, showing how it relates to a learning theory that you have studied on this module and to your own approach to learning. 3. One way to understand different motivation theories is to interview your peers on what is important to them when choosing a job. Form a diverse study group, and discuss the following How important is pay in choosing a job when you graduate? Is personal autonomy important in your work motivation?Explain your findings and discuss them in relation to appropriate motivation theory. 4. Choose FOUR barriers to communication and suggest, as a manager, how you might overcome such barriers. Within the 3,000 overall word limit, you should allocate words as to each of the 4 tasks above. You should also illustrate your answer by referring to relevant literature, theory and experience. Each question is equally weighted in terms of the assessment marking. Specific Assessment C riteria for these written tasks 70% + Extensive knowledge and understanding of the literature is evident.A considerable depth of application has been achieved with the literature and examples of practice. A high level of insight and thought is evident throughout the arguments made and the findings presented. Analysis is supported by extensive reading. Written expression and referencing are excellent ideas are well structured, balanced, and succinct and demonstrate clarity of thought. 60-69% A good grasp of knowledge and understanding of the literature is evident. A very good depth of application has been achieved with the literature and examples of practice.A significant level of insight and thought is evident throughout the arguments made and the findings presented. Analysis is supported by good background reading. Written expression is of a very good standard and referencing is strong with consistent citation and listing. The ideas are well structured, balanced, and clear and conc ise 50-59% Sound knowledge and understanding of the literature is evident. Generally good application has been achieved with the literature and examples of practice. There is evidence of insight and thought throughout the arguments made and the findings presented. Analysis is supported by background reading.Written expression and referencing is of a satisfactory standard. The ideas are fairly well structured, and clear and concise. 40-49% Some knowledge and understanding of the literature is evident. Generally the work is more descriptive than applied. Limited evidence of insight and thought throughout the arguments made and the findings presented. Analysis is limited, and not all the key issues are addressed. Written expression and referencing is of a satisfactory standard, but there are weaknesses in the presentation. Fail 30-39% Very limited knowledge and understanding of the literature is evident.The work is very descriptive with poor application of relevant theories and concep ts. Minimal evidence of insight, thought and analysis. Written expression is poor resulting in writing which lacks clarity. Poor presentation overall, and does not achieve an adequate standard. 6. Assessment Criteria and Marking Standards ANGLIA RUSKIN UNIVERSITY GENERIC ASSESSMENT CRITERIA AND grade STANDARDS LEVEL 1 GenericLearning Outcomes(Academic Regulations, Section 2) Assessment criteria by level Marking standards (by mark band) 70%+ 60-69% 50-59% 40-49% 30-39% 1-29%. Characteristics of student achievement per mark band Achieves module outcome/s related to this GLO at this Level of Study Achieves module outcome/s related to this GLO at this Level of Study Achieves module outcome/s related to this GLO at this Level of Study Achieves a marginal pass in the module outcome/s related to this GLO at this Level of Study Fails marginally to achieve module outcome/s related to this GLO. MDF may permit compensation Fails to achieve module outcome/s related to this GLO and is not eligible for compensation Knowledge and Understanding Level 1 (FHEQ level 4) intr.

The Fragile X Syndrome

The Fragile X SyndromeThe soft X syndrome is unity of the close prevalent psychic maladroitness problems that be inherited to ingredientrations. The clinical features of people with this syndrome be very subtle and hard to diagnose. Recent come along in the field of molecular biology and ingredienttics has bylined the molecular magnetic variation, that causes the syndrome was a triplet resort mutation. Due to repetitive CGG repeat the respective proteins are non expressed. New molecular methods including direct investigating analysis and PCR analysis, slang simplified the process of diagnosis. The nature of the gene, their respective gene product and its function has not been yet found clearly. heritage may be found overdue to common ancestral fuse of X chromosome at birth.IntroductionFragile S syndrome is a genetical disorder that affects the intellectual, physical and moral factors of a benignant being. It is also k flatn to be martin-bells syndrome and the effects range widely from mild to severe. It is caused by the mutation on the X chromosome of the individualistic in a single gene called the Fragile X noetic retardation gene (FMR1). Psychological problems such as mental retardation may be caused by both main factors, the physical environment or the genetic factor that is hereditary. As we chiefly focus on the genetic factor, the FRAXA locus in xq27.3 is associated in ca exploitation fragile X mental retardation. therefore based on molecular genetic testing of FMR1 gene, fragile X syndrome plenty be diagnosed. Women are hardly 50% abnormal by this syndrome when compared to males due to the fact that they select two X chromosomes where as males have one. Most common symptoms found are seizures, mood instability, attention deficit, sensory oer stimulation, aggression, autism, speech disorder and sleep differences. This syndrome also shows certain physical symptoms such as long constringe face, large ears enlarged testacles in males, flexible joints etc., various researches is being done across the world to detect a solution for the disease.Various genetic techniques has been developed and handled to identify the fragility of the chromosome. There has been so much improvement in research but a definite solution has not been obtained. The treatment for this syndrome is unremarkably a multidisciplinary approach which includes occupational therapy, medical managements, education and linguistics.The Fragile X MutationGenes are the precursors of specialized protein molecules which in turn are particular for various functions of the body. The major cause for the fragile x syndrome is due to the mutation in one single gene called the fragile x mental retardation 1 (FMR1) gene which is the precursor for the fragile x mental retardation protein FMRP. This protein is responsible for the chemical formula development and functioning of the brain. Men have wholly one x chromosome so presence of mutation in that chromosome volition cause the disease whereas in womanishs, they have two x chromosomes and hence full mutation in one copy makes them carriers of the syndrome and they may be affected partially according to the totality of mutation and reduce of carrells expressing the FMR-1 gene copy. The inheritance found on the chromosomes is termed as x linked recessive inheritance which is more complex than the normal x linked genes.Fig.1 X chromosome with fragile site 1 Fig. 2 A dart of X chromosomes showing a fragile site from both a male and a feminine 2The number of CGG repeats on the FMR-1 gene studys the complexity of the syndrome. The repeats are classified as curtly, medium and long repeats. The short repeat of about six to fifty times which is found very common. These short repeats are broadly unstable and do not definitely cause the syndrome. Yet a genetic counseling along with certain tests is recommended. The medium repeat is about 50 to 200 times and is called pe rmutation.The fragile x mental retardation protein (FMRP) has lower risk of the syndrome as short sequence repeats. The long repeats are usually more than 200 and are termed as full mutation where the complete FMR-1 gene is altered and production of the FMRP protein is completely stopped. Among the people with full mutation or long repeats, men will have the fragile x syndrome and women will be carriers.Fragile x mental retardation protein (FMRP)The FMRP protein is found in the ribo-nucleoprotein complex and is encoded by the FMR1 gene. The FMRP weighs up to 60-70 kD. This protein is associated with the polyribosome or polysomes. Two RNA-binding domains, KH domains or K homology domains are possessed by this protein and it binds to fetal human brain to 4% approximately. It also has the ability to bind to its own mRNA. Even a clear amount of mutation in one of the KH domain could stop its interaction with the polysomes leading to the fragile x syndrome.Inheritance of fragile x synd romeMales have xy chromosome and hence have only one FMR-1 gene where as distaffs have xx chromosomes and hence they have two FMR-1 genes. On the F1 generation for each one parent transfers one chromosome each to the offspring where the transfer of the FMR-1 gene is determined. Therefore the possibilities of their offsprings being affected are grouped to a lower place two conditions.Condition-1 3If a male has a mutated gene in his chromosome it can be transferred only to his daughter because only the Y chromosome can be transferred to his son by him. So if he was crossed with a female with normal genes all their sons will be normal and the daughters will have one fragile gene and remain as carriers.fatherymotherxx (carrier daughter)Xy (normal son)xx (carrier daughter)Xy (normal son) fragile x geneCondition-2 4If a female has one mutated gene in her chromosome and is crossed with a normal male then there is 50% chance of all the offsprings, be it male or female to have the syndro me.fatherxymotherx (carrier daughter) y (fragile son)xxx(normal daughter)Xy (normal son) fragile x geneSymptomsThe symptoms of fragile x syndrome are categorized into PhysicalLarge nerve centersProminent eyebrowLarge testeclesSeizuresCognitive developmentSocial and emotionalhyperactivityBehavioralShynessSocial anxiety spoken communication and languageRapid and repetitiveInability to adopt wordsOver-talkativeAutismFlapping of handsPoor eye contactAll these symptoms need not be necessarily seen. A combination of various symptoms may vary from person to person based on the amount of gene altered in their chromosome. sometimes there may also be no visible symptoms making the chances of early diagnosis regular worse.Molecular diagnosis 5The chromosome associated with the syndrome is classified into three major types based on the number of CGG repeats as conventionalism allelomorphthe CGG repeat in FMR1 is 6-50PCR analysis is sufficient to study all normal type genes particular point mutations and mosaicism must be studied development specific types of pcr or other molecular methods visualization is achieved either by radio-active labeling or auto radiography followed by automated sequencingAgarose gel electrophoreses may be used for simple separation analysis with stains such as ethidium bromide. Appropriate size markers and size controls are very important.Controls used for analysis mut approximately contain 50 repeats.Pre mutationThe CGG repeat in FMR1 is 55-200PCR analysis is not possible hence gray billet is al counsels preferred.Since both premutation and full mutation have methylation status, specific methylation sensitive enzymes such as EagI or NreI is used to resolve the size of the fragment.Methylated alleles are cut only by one enzyme where as non methylated normal alleles are cut by both the enzymes.Prenatal diagnosis is very important for pre mutation carriers.Rather than normal PCR a radioactive PCR can be used to test for premutation and then the result can by confirmed using southerly analysis.Full mutationThe CGG repeats in FMR1 ranges from 200 to thousandsThis can be analysed only by a southerly blot technique.At complications, if a confirmable result could not be obtained from a southern analysis then a radio active PCR can be run combined with a linkage analysis and the result can be confirmed with southern blotting.Intermediate allelesThe CGG repeats in FMR1 gene is usually between 45-55Since they are in the overlapping region between stable normal allele and unstable premutation alleles, diagnosis and interpretation is very difficultDiagnostic Tools and MethodsWith the advancement in technology desoxyribonucleic acid tests are always effective in diagnosis of fragile x syndrome. With the findings of Sutherland et al. that folic acid deficient cell culture medium was able to induce a fragile site at xg27.3 cytogenetics was the major way to determine the presence of the syndrome but after cloning of the FMR-1 gene direct methods for identifying the x linked gene has become possible. By using monoclonal antibodies specific to FMRP it is also possible to show the expression of FMR-1.The most common methods used for diagnosis in the genetic level arePolymerase Chain Reaction gray BlottingAntibody testDenaturing gradient gel electrophoresisSingle strand confirmation polymorphismNon-radioactive molecular diagnosis.Polymerase cosmic string reactionPolymerase chain reaction may be defined as a technique where one copy of a DNA is amplified into numerous copies at a rate of 2n where n is the number of cycles. It is achieved under specific conditions of temperature, along with polymerase enzyme.PCR amplification is one of the preliminary methods in diagnosing fragile x syndrome. Since the syndrome is associated with CGG repeats PCR is not considered as the best method always, since the amplification across C-G composition could be unreliable for PCR technique. However now its very much possible for a PCR to identify CGG repeats in combination with various techniques.methylation specific PCR of the FMR1 locusfluorescent methylation specific PCRmethyl-CpG-binding PCRSome of the major advantages of PCR are that it is less time consuming, a very small amount of the sample is enough to produce numerous copy and the tri-nucleotide repeat in the FMR-1 gene is accurately sized. There are also various disadvantages of this technique. When there are more than hundreds of tandem repeats it is impossible for the PCR to determine the complete mutation which may give a different result. Due to differential amplification PCR is incompetent of detecting mosacism between pre mutation and normal alleles.Fig 3 fragile x analysis using PCR 6Southern BlottingSouthern blotting is one of the best methods of diagnosing fragile x syndrome. It is modtly used as the validatory test after PCR. The variations between the mutations and permutations along with the amount of methylation occurred can be clea rly obtained by the southern blotting technique. The process can be summed up in two simple stepsStep 1 the patients DNA is digested using restriction enzymes.Step 2 southern hybridization is carried out along with specific radioactive probes after separation of FMRI region.Using southern Blotting, the differences in full mutation and pre mutation can be easily identified. Full mutations usually cause smearing of the band and are always unstable. The only advantage of this technique is that its accuracy whereas its labor intensive, time consuming. The major drawback of this method is its inability to determine the aim number of tandem repeats of the CGG nucleotides which is very much necessary in determining whether the patient is completely affected or a carrier.Fig 4 fragile x analysis by southern blot 7N refers to normalSpecific tools for analysisDNA probeA DNA probe can be defined as a single strand of DNA which act as a template to identify the target DNA molecule. To identify the fragility of chromosome on the DNA specific probes were knowing which increases the accuracy rate of the diagnosis. Chemicon (Millipore) 8 has designed a special probe named The CHEMI probe which is labeled with dioxegenin to detect the CGG repeats in the FMR-1 gene.MarkersThere were special markers called the microsatelite markers used in linkage analysis. This came to an end with the advent of modern techniques. However these markers are now being used under special circumstances like prenatal diagnosis where southern blotting has failed. Some of the markers used are DXS548, FRAXAC1 and FRAXAC2 combined with PCR. They are considerably accurate and they undergo low recombination mechanics with CGG repeats.TreatmentsThere are no gene therapies or genetic treatments ready(prenominal) for fragile x syndrome though a lot of other therapies are available which include speech-language therapy, occupational therapy, physiotherapy and behavioral therapy.There are also a large number of medications available as listed in the table infraSymptomsMedicationsSeizuresMood instability Carbamazepine (Tegretol) Valproic acid or divalproex (Depakote) Lithium carbonate Gabapentin (Neurontin) Lamotrigine (Lamictal) Topiramate (Topomax), tiagabine (Gabitril), and vigabatrin (Sabril) Phenobarbital and primidone (Mysoline) Phenytoin (Dilantin) solicitude deficit (With or without hyperactivity) Methylphenidate (Ritalin, Concerta) and dexamethamphetamine (Adderall, Dexedrine) L-acetylcarnitine Venlafaxine (Effexor) and nefazodone (Serzone) Amantadine (Symmetrel) Folic acidHyperarousalSensory over-stimulation (Often occurs with ADD/ADHD) Clonidine (Catapres TTS patches) Guanfacine (Tenex)Aggressionintermittent explosive disorderObsessive-compulsive disorder(Often occurs with anxiety and/or depression) Fluoxetine (Prozac) Sertraline (Zoloft) and citalopram (Celexa) Paroxetine (Paxil) Fluvoxamine (Luvox) Risperidone (Risperdal) Quetiapine (Seroquel) Olanzepine (Zyprexa )Sleep di sturbances Trazadone Melatonin hold over 2 symptoms and medications for FRAXA 9(*these prescriptions have serious effects. DO NOT INTAKE ANY OF THESE WITHOUT CONSULTING A MEDICAL PRACTITIONER) rate of flow ResearchGene Therapy studies are carried out on the recombination strategy of the target gene, whether removal or stand-in of the defective gene with a recombinant gene would eliminate the syndrome.Protein Replacement Therapy research is being carried out on the possibility of producing FMR protein and supplying to the patients through external sources like food or tablets.Psychopharmacology research is being carried out in finding medications for all the symptoms of fragile x syndrome.ConclusionFragile x syndrome is one of the genetic diseases that causes psychological problems due to the lack of FMR protein responsible for the mental behavior of the person. The protein is not expressed in the individual due to fragility of the FMR1 gene in the x chromosome. Though PCR and sout hern blotting are the only tools available for diagnosis they are considerably accurate and research is being carried out on various re-combinative tools for diagnosis. A complete cure has not been still devised for the syndrome though various behavioral and physical therapies help the patients get into psychological strength.

Market Segmentation In The Dessert Food Service Industry Marketing Essay

Market variance In The Dessert Food Service Indus professional personve Marketing probeThe reinvigo ordinated dwelling depart be located in the Mid V alley shopping centre, the caf go a steering atomic number 18 relieve oneselfd for node to rejuvenate, relax and relate with friends. anyway that, our backing type of confections leave behind divided cardinal main innovation, which be Asiatic sugariness Western sweet and Custom dessert. Asian dessert is to a greater extent(prenominal) than equal to middle-age bulk and Chinese people. For example, Pak Kor Fu Chuk, Longan Xue Yee, Ka atomic number 50g Merah, Bubur Cha Cha and so on. The Western dessert is to a greater extent suitable to the materialization man or young age people, beca white plague Western desserts are more colourful and more mix to reap the young people. For example, mango tree Lolo, love Dew Lolo, Durian Cendol, Cendol Pulut and so on. Custom dessert is allow node choose their withd ti ppy of variety taste, such as Mango and Kiwi Lolo, Yam unused Corn, sea Coconut Fruit Cocktail, Mix Fruit Lolo and etcAs a reply, our personal credit line go away interchange these common chord main types of variety to our client tar charm.FinancingOur business is established from a partnership. So I and my partner leave alone put a impart of RM 80,000 into startup of the business. The remaining RM 40,000 is the amount that we are requesting for money box financing. This is because our business requireed quite an more equipment such as, machinery, furniture, fixtures and so on. So, we are requesting for bank financing for our business.executive Summary cloying menage is a shop egress dessert inside the Mid vale. In the dessert assiduity, our competitive ad cutting edgetage, is that our goods all is ascorbic acid% organic and come from farm ourselves. Besides that, our business go out use coal cook system to maintain degree centigrade% taste. fragrancy raise targe t foodstuff is the young man adults, PMEB (Professional, Manager, Executive, and Businessman) and tourist. Our business as well as allow foring create a e spare(a) outlay for node when starting eat term. Television and radio advertising is used to plus tailoreder awareness of sweetness House. Our business impart create a web site to client for join our member crawl in our news or development. This Web Site in addition provides a discussion maturate or feedback where customers can post a suggestion or respond to their needs.Finally, our business overly has provided around bringing up course of instruction to our employee. For example, management scientific discipline, communication skill and customer services seminar and so on. Our business summons time testament begin at 10.30am until 9.00pm and open 7 days a week business time.3.0 Market Segmentation in the Dessert Food Service IndustryThe Dessert Industry can be scurvy down into cardinal major segments gr ound on customer characteristic and expense. Price is one of more important factors in determining market segmentation, as it influences the submitr to buy the goods. Customers move over come to demand f striving of expenditure what they pay for. It is important to note that the majority of customers look for value, which is a key component of winning Houses mission. Second factor which exit influences market segmentation is age of the customer. The age range of the dessert industry is quite large, ranging from young man to old men, and different trade strategies go away attract a variety of patrons. For example, pleasant Temptation fulfill demand of the young man, because the Sweet Temptation bequeath sold the dessert such as AisKacang dessert, ABC dessert and smoothie dessert. Besides that, Jonker Sweet Dessert is different among the Sweet Temptation, because their sold the ingatherings are suitable to the old people and middle-age people. For example, KacangMerah dess ert, Bubur Cha Cha dessert and etcSo they volition pure tone this will more healthy than the ABC dessert. like a shot desserts are most competitive industry in worldwide, because different dessert has different characteristics. This type of dessert industrial is more liquidity, for example is Cendol dessert, there is thingumajig to family-style. So the customer no needs to go emergence to purchase the goods. Besides that, Independence rack will set in shopping center middle or beside, the independence stall the wander will smaller, and not enough facilities, the reaping price will cheaper than shop outlet, the independence stall lot product is limited but there nurture a special thing, for example Peta torsk street air matakucingmoutak ding this is a independence stall their give the special thing can contact health, detoxifying feature. This var. of stall is self-services, so that the customer will feel not satisfy for this customer services. Finally, shop outlet with al one type of dessert industry. stock outlet will give customer flourishing environment place to eat dessert, because will better than the start-off 2 dessert industrial. For example is Sweet Temptation, not further sell the dessert, they also consider sold smoothie dessert. So different desserts nurse different customers will purchase the goods.4.0 The Target MarketSweet House target market is the young man and PMEB (Professional, Manager, Executive, and Businessman). Our will believe that this an important segment, as a young man will more consumer our goods, because some quantify they will pay gathering, party, dating and so on. PMEB people also will buy our goods, because when lunch time, they capture enough purchasing power to purchase our goods. Besides that, they also will feel more relax and dont claim working stress.5.0 Competitive Sectors5.1Type of dessert industrialNow a day dessert industrial guide many type, but the major type of dessert are separate three m ajor type, 1)Mobile vendors, 2)Independent stall 3) Dessert specially outlet.Mobile VendorsThe alert vendors sell their dessert on van have given up more customer convenience, for example is mat tou you dessert, there is convenience to family-style. Family no need go to dessert restaurant. The product price also will cheaper than shop outlet and more attracting the customer to purchase, because they allow the customer to customize their like the favor food to add in dessert unintellectuald on price. For example is RM3.80 will give 5 favor to customize, RM5.90 will give 8 favors to customize, etc. imputable to this, some mobile vendors have differentiated themselves and positioned in the customers mind.Independent StallsIndependence stall will set in shopping centre middle or beside, the independence stall the place will smaller, and not enough facilities, the product price will cheaper than shop outlet, the independence stall sell product is limited. Independent stalls attract la rge crowd based on location and some have developed strong reputation. For example Petaling street air mata kucing mou tak ding this is a independence stall their sell the special thing can achieve health, detoxifying feature. They use manity in newspaper to promote their special thing, tell the people after eat can achieve health and detoxifying.Specially Dessert OutletsShop outlet will give customer comfortable environment place to eat dessert, this is shop outlet advantage. For example, koong woh tong, not only sell the dessert, their also have sell health food like kui ling gao this food can coupling to dessert and then can achieve detoxifying feature, and e real day have sell the limited special dessert, because the price is more cheaper. Some dessert outlets break down on a franchise or chain. They have do boostment for their product, so their reputation will increase by advertisement.6.0 Competitive AdvantageSweet House differentiates itself from other competition through 100% organic, traditions cooking exploit and price. Our raw material of the dessert is 100% organic, such as yam, sweet potato, sweet corn, red bean, and etc. For example, yam and sweet potato form the Bubur Cha Cha, this will planted the raw material by our farm. That as would be expected, that organic crop, do contain higher levels of trace minerals, vitamin C, and antioxidant phytonutrients. Besides this, there do not have any insecticides and any chemicals to influence our raw material. This is because our raw material is honeyed and 100% natural. So when our produced it, which is 100% organic and fresh for send into our business. Besides that, our also use traditions cooking process. Every dessert also cook by the coal, normally is using bollix up to cooking dessert, but this not enoughbecause gas cannot cook 100 share taste, but use coal can expose the 100 percent taste. So this is our advantage of the dessert process, which will more attract the customer to purchase our goods.7.0 Description of shipSweet House is shop outlet in the Mid-Valley, so I will designed a natural organic environment for our shop outlet, that will let our customer relax and no more working stress to roll in the hay our desserts. For example, Purple Cane Chinese Tea is designed a colour color environment, let customer feel particular and relax to enjoy their Chinese tea. So that will attract more customer to purchases our dessert.Besides that, I will also establish the E-Commerce in our business. We create a Web Site in which customers are join our member can search and browsers or order our goods. Once a customer logs in with his or her user reboot and password, a customer will be able to order our goods and search what the customer needs. The Web Site also provides a discussion board or feedback where customers can post a suggestion or respond to their needs.8.0 Operation PlanWhen the customer comes to our Sweet House, he or she will able to order the dessert, as well as have the option to custom their own dessert. Furthermore, our Sweet House can give customer order first. So the customer no need spend more time to waiting our goods preparation. Therefore, most dessert will be prepared on the premises. Our employees will be designed for the high standard of sanitary ability and cleaned daily. For example, our cleaner will clean by two shift, morning shift and night shift. So we will give customers a comfortable environment to enjoy the dessert. Besides that, our Sweet House Dessert operation time will begin at 10.30am until 9.00pm and open 7 days a week business time. So our business will closed by Chinese New Year and 31 Aug subject field Day. Our businesses also have provided some training platform to our employee, like customer services courses, communication courses and so on. The employee will be trained out not only in our specific operations duties in the philosophy and application of our concept. So our employee will provide high stan dard of services to serve the customer of demands.Our Sweet House dessert distributes inside the Mid Valley shopping Centre is a 2400 consecutive foot space. Besides that, our facilities have tables, chairs, bars, and counters, refrigerator and machine or requirement of equipment. A big tenseness is being placed on extensive research into to fiber of our purity dessert price and fund control will be handled by our system and checked daily by management. Our Sweet House has a lot employee, but the qualification of employee minimum is SPM level. So that we can provide some training for improve their skill and experience. Finally, we plan for establishing services, attitudes and policies. We will provide 100 percent good service and bring forward customer give our feedback. Feedback can help our improved and mould better.8.1 Floor layout9.0 Marketing PlanGoals and ObjectivesSweet House will be a full services dessert kiosk. Our pecuniary goal is to attain of $100,000 gross reve nue in the first year. Sales will increase 50 percent sales in the second year and third year another 30 percent. Based on the first two goals, continue want to expand to two stores by the third year of the business, after expand to two stores, we want to plan increase patronage by 30 percent per year and increase Sweet House restaurants popularity as a dessertSweet House objective is to provide high timber dessert in a comfortable atmosphere. We also need to make enough profit to impart a fair return for investors and to finance continued growth, to enhance development in quality products, we also maintain a friendly, fair and creative work environment, which respects diversity, new ideas and hard work.Sweet House include 1) give back to the community we can sales for benignity in any charity event and we also can provide dessert to orphanage children, because our dont have present children after try our dessert can feeling the happiness 2) ongoing employee education and recogn ition programs, we have provide employee some training programs to improve employee knowledge 3) Dedication to the finest quality ingredients, we dont use any pigment and Preservative in our dessert 4) Produced raw material by ourselves, our raw material is make it ourselves, so that we dont use the pesticide in to raw material, we use the Organic fertilizer, so that our raw material is 100 percent natural.Strengths and weaknessesSweet House strengths are 100 percent natural material, because we dont use pigment, preservative and pesticide, so that our dessert use has a health body traditional Chinese medicine add in our dessert, so that can achieve health, detoxifying and pretty, special thing is cook by coal, give customer fair product price and enjoy the high quality dessert.The main weaknesses are our distribution is limited stores, and very insufficient money for start-up business and limited expansion, we also face the employee training bother, the last is time and cost, beca use we want spend more time to manage business and the cost budget issue must be manage properly.Opportunities and ThreatsNowadays, all family also dun like eat in home. So they will like consume more away(p) food. This is because they feel not convenience and feel food cooking by family in home so weary. So they will more come to consume outside food. Our business also has provided the training program and seminar about organic food for our employees. This is because, nowadays the education level is very high, and so our business will provide the about the organic food of seminar or speech to our employees. As a result, our employees can tardily to submit or solve from our customers who have the problems.Our desserts are come from our farm, so all raw materials are 100% natural organic. So that is our desserts of advantages. However, in Dessert Industry, our business has quite high competitors in the market. For example, mobile vendors, independent stalls and specially dessert o utlet shop. So, our business should be come out a new product and win the customers of loyalty. Besides this, our stocks are limited keeping fresh, this is a big problem we should be faced, because our stock if not fresh, then that stocks are cant sold to the customer. Finally, after 2010, government taxes rate will increase, so a lot of customer will feel the government taxes of fee is quite high then will reduce the customer purchasing power..9.1 ProductSweet House desserts will divide three main product lines, which are Asian dessert Western dessert and Customized dessert. Asian desserts include Pak Kor Fu Chuk, Longan Xue Yee, Kacang Merah, Bubur Cha Cha and so on. That is targeted to Chinese and middle-aged. Chinese are more like to consume the Asian dessert, because the Asian dessert has some traditional culture for the Chinese people. The Western desserts are Mango Lolo, Honey Dew Lolo, and so on. Target of Western desserts are male and female. That is because, Western desse rts are more colorful and more specially to attract the young age customer to purchases it. Finally, custom dessert is let customer choose their need of variety taste, such as Mango and Kiwi Lolo, Yam Sweet Corn, Sea Coconut Fruit Cocktail, Mix Fruit Lolo and etc. of our dessert. For example, Mix Fruit Lolo have 3 three types of custom ways, the first is three favor of variety is RM 5.90, four favor of variety is RM 6.90 and five favor of variety is RM 7.90 to give more choices to our customer.9.2 PromotionPull StrategySweet House desserts will use pull in promotional strategy that attracts consumers on advertising to buy or demand for desserts. So our business will advertise more advertisement to satisfy the customer needs. As a result, consumers will receive in a flash information from the media on newspapers, radio and Internet.AdvertisingWe will use advertising to communicate to consumers. Moreover, it partitionifies its segmentation to communicate directly to young man and middle-age people. Sweet House will use the TV to promote the desserts, because all people will watch Astro channel, Astro channel advertising will give all customer information. Besides that, our business will use celebrity (Fish Leong) to promote the dessert, that will increase our business brand name and reputation. TV advertising of advantage is 1) customer will easy to get information 2) country-wide coverage. That can increase awareness of Sweet House brand name and the reputation and build traffic. Moreover, we can also use newspaper advertising and magazine, such as newspaper can promote dessert to attract PMEB (Professional, Manager, Executive, and Businessman) to buy. Nowadays they very like read magazine, so that also can promote our dessert in the magazine. So we will apply the newspaper inserts to advertise all dessert in the newspaper. Besides that, we will also advertising into the City Foam magazines to promote the dessert.Public relationshipCorporate social respons ibility is public relationship. To give back to the community, we will hold some activity with the local humane society. So our dessert also have provide free to Cheras orphanage inside the orphan and poor families on during the every holiday season. Moreover, average for food columnist to review our shop.Sales PromotionSweet House has promoted its product through different sale promotional strategies. We will use catalogue promotion to make sales promotion, because customer can clear to read what the desserts are got promotion, cut and voucher. Sales promotion will make discount to customer, so the price will cheaper than normal price and promotion will also special price. For example is Honey drew Lolo and Durian Lolo will discount to 20% so the normal price is RM 5.90 will discount to RM4.70. This kind of the discount, customer should be apply our member then can get this amount of the discount. At the non-member also will discount by 10%, so the normal price is RM5.90 will disc ount to RM 5.00. Besides that, we will make some promotion for non-pease time. That also can to attract customers to consume the desserts. For example, Kiwi Lolo is RM 5.90, and then within in sale promotion 3pm-5pm, the price will decrease like RM 4.90.Advertising our dessert on online catalogSweet House also will advertise on the online catalog, such as banner, forum and create a web site to promote and given some news and update new information for the customer. So customer can read its information more clearly before consuming. We also will used the social networking to attract the customer for Sweet House, such as Facebook pays for Sweet House and we will apply a membership club to customer joined our membership.9.3 PriceIn general will our price level be lower than competitor. So we will used penetration set strategies to attract customer to consume the dessert.Optional product pricingWe will make a Dessert top-up big bucks, so who customers will purchases of Western Dessert RM5.90 but top-up RM1 will refreshment (yam cake). For example, Kiwi Lolo is RM 5.90, if customer top-up RM1, he or she will get a yam cake. So, the total price is RM6.90. If customer didnt top-up RM1, the Kiwi Lolo will sold back the normal price (RM6.90).Buddle pricingWe will make a few packages for customer those are A2+1 package and W2+1 package. A2+1 package are who customer purchases of three Asian desserts such as Bubur Cha Cha RM3.90, Kacang Merah RM3.50 and Pak Kor Fu Chuk RM 3.50, total prices of customer purchases are RM 10.9. So the customer will get the nice package price is RM9.50. W2+1 package are who customer purchases of three Western desserts such as Kiwi Lolo RM5.90 Honey drew Lolo RM5.90 and Mango Lolo RM5.90, so customer will get from Sweet Houses W2+1 package is RM 15.00.Promotion PricingFor example is Honey drew Lolo and Durian Lolo will discount to 20% so the normal price is RM 5.90 will discount to RM4.70. This kind of the discount, are only entitled for me mbers. At the non-member also will discount by 10%, so the normal price is RM5.90 will discount to RM 5.00.9.4 DistributionSweet House is a sell outlet which direct to sold to customer. Our business of raw materials are manufacturing by ourself, so that we no need supply material by supplies. We have many raw material need required to use. For example, yam, sweet potato, kiwi, honey drew, durian, strawberry, corn and mango. All raw material is come from our farm.So, we are backward integrated to operate our dessert shop. The raw matearial will delivery everyday into our shop.That can save more cost deportee fee and the cost of the raw material. Our shop outlet will build into the Mid Valley, because Mid Valley is a major Shopping Centre in KL so that we can attract more customers.10.0 organisational PlanSweet House will be established as a partnership. The principal shareholders will each assume an equal stake in the business.A cooperative relationship between people or groups who agree to share responsibility for achieving some specific goal effective language larn is a partnership between school, teacher and student the action teams worked in partnership with the government.In the occupy between two or more persons who agree to pool talent and money and share scratch or losses.Management Team BackgroundWong Yok Lung- PresidentWong Yok Lung was born in Malaysia, Kuala Lumpur and gradatory near of his class at Kuala Lumpur High School. He is currently a fresh graduated Degree in marketing and management at the New Era College. Besides this, he also is earning a supervisor at Target Fashion Sdn. Bhd. Wong Yok Lung will run monthly meetings with gameboard and the vice presidents.Ng Hai Loon-Finance ManagerNg Hai Loon was born in Malaysia, Selangor and graduated of his class at Kampar High School. He is currently a fresh graduated Degree in finance and accounting at Help College. Besides this, he also is earning an accountant at certain company. He will be in charge of the financial statement and be prudent in choosing an appropriate accounting firm. lee(prenominal) Mei Yee-Marketing ManagerLee Mei Yee was born in Selangor, Kajang and graduated of her class at Kajang High School. She is currently a fresh graduated Diploma in marketing at New Era College. She will be responsible for creating promotional activities, monitoring sales, and performing the necessary market research to determine how best to improve the Companys awareness.Yim Ye sebaceous cyst-ChefYim Ye Wen was born in Malaysia, Seremban and graduated of her class at Kajang High School. She is currently a fresh graduated Diploma in Hotel Management at Nilai College. She will be responsible for meal preparation. She will have to prepare everything needed for dessert on any given day. This includes mixing dessert, estimating the amount of different raw materials need for the given day, and making the dessert. When closing cook, she will also be responsible for cleaning the kitchen so that the Sweet House will be ready for the next days business.10.1 Organizational Chart10.2 Board of AdvisorsA board of advisors is a small group of people which meets periodically to offer advice and direction to a company. Members of the board of advisors do not usually have a share in the company, and they do not bear legal responsibilities for the companys actions. Generally, small and startup firms use a board of advisors so that they get a firm footing in their market, and people on the board are chosen on the base of expertise and prestige. The Board of Advisors includesMs. Chan Kuan Thye- She is professor in the marketing department of New Era College. Her expertise in the field of knowledge is much needed by the Company.Mr. Alan Ng- He is professor in the management skill department of Utar College. His expertise in the field of knowledge is much needed by the Company.Mr. Henry Chua- He is general manager working will Six Happiness Holdings Sdn Bhd. His experienc e in the field of knowledge is much needed by the Company.11.0 Assessment of RiskDessert shop set to open a suitable price is not easy, when sugar prices increase, this will directly affect the price of dessert. Higher price than the competitors, our customers will be reduced, thus reducing sales volume. If dessert costs are too high, this will also increase the risk of business.In addition, if competitors dessert or dessert shops continue to increase, which also allows us to bring some pressure and risk, we must continue to improve, or innovative the desserts to meet the competition in this area, otherwise, our customers are gradually reduced.We have to kept the business improvement, because now the consumers not only want quality requirements, they will be because of the service good or bad to choose their dessert, keep on adhere the old scale, consumers will feel no fresh and unhappy, customer reviews on our business image is very important, once the reviews are bad, the custome r to patronize the frequency will fall.Cost and profit we also have to control well, the cost cannot be higher than the profits, costs and profits, because we are open a new dessert shop, if handled badly percent rate will eventually lead to business failure.Because we are just only sell the desserts for dessert stores, we do not have a lot of other option, so we have to face with strong competitors, and other conditions are good to compare, that why we must find a way to make our products more outstanding, and try to reduce risk of this area.Financial PlanSWEET HOUSE professional FORMA INCOME STATEMENTTHREE-YEAR SUMMARY (RM)Year 1year 2year 3SALES187300241525256950 slight COGS3237547232 euchre00GROSS PROFIT154925194293206950OPERATING EXPENSESSELLING EXPENSES330037003900SALARIES remuneration67cc6900070000OFFICE SUPPLIES240030003100RENT600006000060000UTILITIES600065006700INSURANCE240026002600DEPRECITION240026002800ADVERTISING EXPENSEScc02cc2500 come up OPERATING EXPENSES145700149600 151600PROFIT (LOSS)BEFORE TAXES92254469355350TAXES (20%)1845893911070NET PROFIT (LOSS)73803575444280This is a sweet house three year pro forma income statement result, we can see this result have a successful opening in the first three year, first year sales is RM187300, the second year sales is RM241525 and the third year sales is RM256950 so that sweet house after first year have successful. The net profit in the first year is RM7380, but second year will build up to RM35754, so that this result is increase 4.8 times. But the third year net profit is RM 44280. The result is increase 6 timesSWEET HOUSEPRO FORMA INCOME STATEMENTFIRST-YEAR BY MONTHJANFEBMARAPRMAYJUNEJULYAUG family unitOCTNOVDECSALES14300cl0014cc18000180001900019100145001410095001370017900LESS COGS274527452745280028003000300026002715178026552790GROSS PROFIT11555122551145515200152001600016100119001138577201104515110OPERATING EXPENSESSELLING EXPENSES1000100100200200300500100100100100500SALARIES WAGES54005400540060006000 6000600054005400540054005400OFFICE SUPPLIES200200200200200200200200200200200200RENT500050005000500050005000500050005000500050005000UTILITIES500500500500500500500500500500500500INSURANCE200200200200200200200200200200200200DEPRECITION200200200200200200200200200200200200ADVERTISING EXPENSES150150150200200200200150150150150150TOTAL OPERATING EXPENSES126501175011750125001250012600128001175011750117501175012150PROFIT (LOSS)BEFORE TAXES(1095)505(295)2

Gothic Culture: History, Culture and Art

knightly Culture level, Culture and graphicsTo find the influence of chivalric flori tillage was been easy for touristed culture. However, to give a eliminate commentary for gothic culture was been difficult because different connotations and quality of uncertainty was had in the term of medieval in different social-cultural group.For examples, industrial or classical harmony, Goths like that, but it was not chivalric. For another examples vampires and interest in death, were mediaeval, in spit that legion(predicate) Goths disliked. Such as bands like Marilyn Manson and Nine Inch Nails, were thought of as black letter by nearly people, but they were not gothic. And such bands like Sisters of Mercy and Dead outhouse Dance, did not call themselves gothic even if they were con boldnessred gothic by near people. It was an am blown-upuous label with many people using it that didnt understand the substance. The people who did understand it often had many different defin itions.The background of gothic cultureThe term Gothic was use to symbolize forms of art of the Middle-Ages. The Middle-Ages was referred to the period betwixt the Classical eon and the Renaissance. For the Italians hated that the Goth destroyed the Roman Empire at that time, it meant barbaric and boorish that they called the period as Gothic.Around at 1800, the culture of the Middle-Ages and its re be of latedlyd things gradually became a kind of fake in some peoples eyes in the Romantic Movement. The romanticism was the center of this cultural movement. The romanticist was willing to jump up from the limit of history. Some wished they had returned the Middle-Ages, some looked for the ideal from the religion or the mysticism, and some tried to find the closure in the nature. In the whole Romantic Movement, Goth began to be considered it as related to dark, exotic, ghosts.For example, the romantic and gothic writers such as Byron, Shelley, Baudelaire, as well as Verlaine were en grossed in the expression of the dark side of human beings. At this period, many gothic novelists were constantly emerging. Gothic literature was a challenge to the Orthodox thought pattern in the current temporal society.Gothic sentiment had a very clear manifestation in the visual arts. The dark and the desolation were drawn by the painter such as Caspar David Friedrich. The Gothic style in the realm of architecture had been becoming fashionable.In the80s of 20th century, modern Gothic movement started in the UK. The emergence of the Gothic movement might be considered as the continuity of exhaust hood movement. The people were shown the influence of Gothic spirit in musical field. It was known that The Gothic music took human gloomy and empty as the theme. Moreover, death was focus on as an intense interest. Slowness, sadness, and even terror, were the lawsuitistics of the music.The History of Gothic cultureGenerally speaking, the origin of gothic movement was considered as Ba uhaus released the song Bela Lugosis Dead in 1979. The first generation of the movement emerged in the UK, which was a splinter from the punk movement. Bands, such as the Damned, Bauhaus, the Banshees and Siouxsie who were called so later were the first generation which didnt consider them as Gothic at that time. In the early 1980s, the gothic movement was flourished with bands like the Sisters of Mercy at the forefront. However, the movement was going off by the middle to late 1980s.In the late eighties and early nineties, a new and second generation of gothic bands grew to take a breath new life into the scene. They regularly called themselves Gothic in contrast with the first. Examples would include The Shroud, Rosetta Stone, and London After Midnight. At the same time the US Goth movement turned up significantly. Gothic became recognized as a distinct subculture. Gothic music and culture grew and branched out into various subsets. The boundaries of gothic what had antecedently been considered were expanded. It was apparent that widespread mainstream was interested in the gothic subculture in recent time. The behavior was many quirks of gothic culture have filtered into mainstream culture, such as an interest in the supernatural and dark aesthetics.In the late 1990s a distinct tercet generation emerged to shape the future progression of the gothic movement. The third generation stood for an explosion in the number of people referring to themselves as gothic. Many people had learned about(predicate) gothic culture because the present widespread commercial was available. Shock Rock (Marilyn Manson) became the spotlight onto this subculture. The term of neural kids was often used for these youths.The first and second generations of Goths looked suspiciously upon the new generation, who doubted their authenticity and disliked the exposure they gave to a subculture which would prefer to remain underground. It would be difficult to predict what the future hel d for the Gothic movement.Gothic culture and Gothic artAs above exposition on this issuing, it was indicated that to give a definition of Gothic culture was difficult. However, Gothic art given birth by Gothic culture included the following split the Gothic literature, the Gothic photographic film, the Gothic music, the Gothic painting, the Gothic architecture, the Gothic fashion.Gothic literatureGothic prevarication as a kind of Gothic literature would be introduced in this paper. It belonged to the English literature conspiracy which generally considered come forth as the novel Ao Telang Fort map written by Horace humming Er Boer. It was Ann Radcliffe (1764-1823) who established truly the standard style of Gothic manufacturing. Her novel The Mysteries of Udolpho was published in 1794. The Casles of Athlin and Dunbayne was published in 1789. The Romance of the Forest was published in 1791. The Italian was published in 1797.Frankenstein was written by Mary Shelley, the wife of England poet Shelley, in 1818, which was considered as the first true sense of science fiction in the world. However, Gothic fiction had waned in U.K. of 1840. It was because that too many cheap writers created cheap horror fictions and over-exposure of sexual description. The works of violence came out to greatly reduce the status of the Gothic fiction.In spite that Gothic fiction had a deep moment on the literature of dainty era, it set off a cockle of short ghost stories at that period. Moreover, it brought into being Allen Poes story with the theme of death. It was called back after the rush of Victorian ghost story. It was in 1880 when the Gothic-style novel was revitalized as a kind of semi-orthodox literature. Stevenson and Wilder were the writers in this period. The most popular villain of Goth was birth in the fiction Dracula written by Bram Stoker. The character often came out in the Gothic film later.Gothic filmThe first influential gothic film was Haxan directed b y a Swede Benjamin Christensen in 1921. After a year, Germany manager Murnau accident a film Nosferatu which became the first landmark of the Gothic Film in the history of mankind. American handler Browning took the story about Vampire Count Dracula on the big imbue in accordance with Stokes Original novel in 1931. This film is Vampires Breakfast that is the first Gothic talkie. cut director Georges Franju supposition a film Eyes without a Face which is the first classical Gothic film without Vampire image. It is worth mentioning that the Hollywood Desire directed by Tony Scott in 1983 of the whole 80s.Gothic film was truly ushered in a golden period of development until the 90s of last century. The U. S. director Tim Burton shot a film Edward Scissorhands in 1990. The film Sleepy Hollow was released in 1999. The Hollywood director Coppola shot a film Dracula. And other films such as Interview with the Vampire shot by Irish director Neil Jordan, the Crow shot by U.S. director Provas, and Dellamorte directed by Italian Michele Soavi were worth watching.A surprising film Brotherhood of The Wolf was shown to the gothic fans all over world by Franch director Gans in 2001. Two years later, another surprising was 3D animation Kaena. At the same time, the topic of Gothic film was more and more extensive instead of the solo theme of epic. Gothic film started to move closer to the traditional type of film, and gradually bl abolish of the characteristics of other traditional types. It made the hearing accept them easier. The three American films as Queen of the Damned, Underworld in 2003, and Van Helsing directed by Stephen Sommers in 2004 were the representatives.Gothic musicIt was usually considered that Gothic music is gloomy, icy, and decadent, making an atmosphere with terror. The people were gotten to chance oppressive and hopeless. Full with chaste spirit, the willing to death and black color was often expressed. Its mood was upright of being tired of t he world. It listened like bone-chilly, with a fine sense of beauty. At the same time, lots of contrary tone were deviated from the melody line and were inserted at the range level. Extreme contempt for all the traditional music was shown. In the lyrics and at the performance level, a desolate life and erotic was expressed by the singer. The conjure of reality was disgusted, and the executed fun of spiritual abyss was pursued.Nowadays so called Gothic music scarce refers to Goth Rock. This music genre was brought out in the 80s of the 20th century. It had no relation to the original meaning of the term Goth. It was so called Goth just because the elements of horror and darkness were borrowed from Gothic fictions of the 18th or nineteenth century. The origin of Gothic Rock was affected by two parties. One was post-punk movement at the end of 70s. The other was Gothic fiction of the 18th or 19th century. The inclination of restoring ancient ways was demo clearly in Gothic music th at was applied by opera voice.There were some notable Gothic bands such as Autumn Tear, Bauhaus, Christian Death, Dead Can Dance, Death In June, slit Cave The Bad Seeds, The Cure, Fields of the Nephilim, The Sister Of Mercy, and The Swans.Gothic Painting FontThe zenith of Gothic painting was between the 14th and the 15th century. In the end period of the 20th century, a very big effect had been put in the field of painting by the development of reckoner technology. To draw by computer board was tried by many painters. Gothic painting was driven into a new realm. For example, Linda Bergkvist, innate(p) in Sweden, made a lot of Gothic-genre CG cuts.Gothic Fonts had many different styles with classic and luxuriance. An example was the gloss of the cover of Death Note.Gothic ArchitectureGothic architecture was a kind of architectural style, prospered in the Middle-Ages. It was evolved from Romanesque architecture, and inherited by the Renaissance. It was originated in France in th e twelfth century. It was continued until the sixteenth century. Acuminate arches, costate vaults and flying buttresses were included in the features. Most of all were seen in the Catholic Church, as well as the secular buildings. An important position was occupies by Gothic architecture with its high degree of technical and artistic achievements in history of the construction.The most famous Gothic architectures were such as Assumption duomo of Russia, Duomo del Mialno of Italy, the Cathedral of Cologne of Germany, Westminster Abbey of England, Notre Dame Cathedral of France were. Duomo Del Mialno of Italy was the biggest one in the world.Gothic FashionThe sublime related to hero-worship was considered the foundation of Gothic aesthetics. The well-known England Esthetician Edmund Burk divided calli- beau into the beautiful and the sublime. When he discussed the sublime, he had already talked about the strongest emotion of mankind is fear. And he linked the sublime with the fear.In the eighties, the Gothic style habiliments was evolved from Gothic music. Black-dyed long hair, pale skin, tight black fabric, pointed boots and a large number of silver, mostly used by religious design of early Europe and Egypt . However, these habiliment was not accepted by mainstream fashion designers at the time because of its somewhat negative, aggressive and brutal style with the distribution of revolt spirit.Until nowadays, Gothic clothing style was popular again. Then clothing is not only limited to order superfine cloth by small workshops. It was started to pay attention by the designer of some great dress brands, such as Kenzo, Anna Sui, Issey Miyake and so on.The Reason for Goth Become a Popular Culture from SubcultureAccording to the abridgment of Goth cultures history, I think there are some reasons for Goth become a popular culture from the original subculture. Firstly of all, the rich spiritual connotation of Gothic culture was the basis for property its sustain ed vitality. Secondly, a more easily accessible channel was supplied to ordinary people by the popularity of messiness media, especially the advances in computer technology. Thirdly, the business value behind the culture was cared by some big commercial companies, such as film studio, record company, clothing company with a great brand. It was invested. The breathing in goods of this style were made for market sale. That pushed the development of Goth from subculture into popular culture. Fourthly, the buying ability of young people, with a strong ability to accept popular culture, was obviously enhanced, with the development of the world economy. The promotion of the Goth culture was speeded up.

Biochemical and Mineral Changes in Coconut Fermentation

Biochemical and mineral Changes in Coconut tempestuousnessChanges in biochemical and mineral base during instinctive ferment of lootedly collected cocoanut bloom blackjack oakAbstractFresh, unfermented coco flower wear is a life alike(p), hygienic, nutritious liquid extracted from peak of cocoanut tree plows (Cocos nucifera L.). Studies conducted to establish changes in biochemical (pH, total borecole, lessen starting line, proteins, aminic vinegarishs, phenoplasts) and mineral (sodium, yard, daystar, iron, surface and copper) suffice during infixed excitement of sportyly collected cocoa palm tree inflorescence vingt-et-un revealed that the sportsmanlikely collected coconut soft touch was racy in biochemicals care total profit (16.78 g vitamin C mL-1), protein (116.91 mg one hundred mL-1 ), amino blisterys (210 mg blow mL-1 ) and phenolics (19.9 mg degree Celsius mL-1) macro minerals desire sodium (103.92 mg 100 mL-1 ), potassium (177.66 mg /100 mL-1), soluble daystar (2.16 mg 100 mL-1) and micro-minerals like iron (68.55 g 100 mL-1), copper (32.75 g 100 mL-1) and coat (15.60 g 100 mL-1). Natural zymosis caused consistent decrease in pH, total clams, amino acids, iron, copper, and zinc signifi firetly over the time with adjoin in protein and soluble phosphorous. Natural excitement was put together to cause drop-off in the biochemical and mineral nutrients pull sodium and potassium, making the mug sour to taste.IntroductionCoconut (Cocos nucifera L.), belongs to the family of Arecaceae (Palmae), is an important member of the monocotyledons, embed grown through step up the tropic and subtropic regions, is known for versatile uses of its opposite parts. It is part of the daily diet of many people. Oyster white, and translucent coconut bore extracted from unopened inflorescences of coconut palm is reported as a natural and non alcoholic beverage, high in nutritional value and an endorsement thirst quencher. It requires neither mechanical crushing, as in the case of cane, nor remove like that of beet-root. This palm wash up is widely consumed in India, Sri Lanka, Africa, Malaysia, Indonesia, Thailand and Myanmar (Mahanandi, 2006).Coconut sap is considered as nutritious and delicious fuddle with agreeable flavour. The chemical composition of sap varies, depending on various factors, viz. place, age and type of palm, mode and season of its collection. Sap contains a number of minerals and salts and is high in protein. It contains acids like ascorbic acid (one form of vitamin C), nicotinic acid (vitamin B3 and vitamin PP) and riboflavin (Rosengarten and Frederic, (2004)).The method of tapping and collection of sap vary from country to country and also diametric regions within these countries. In India and Srilanka, sap is collected mostly in earthenware pots/bamboo receptacles. The earthen pot/bamboo liberation is connected to the spadix, to be tapped. Lime is coated from inside the po t to encumber excitement of the sap. In this method of collection, the sap quite often gets begrime by trapped insects dust particles. At Central Plantation Crops interrogation Institute (CPCRI), Kasaragod, a simple device has been substantial to collect fresh and hygienic sap from coconut palms. The sap so collected can be used either as ready to serve drink or can be used for the preparation of natural coconut honey, jaggary or coconut sugar without the addition of any chemicals. modified information is useable with regard to the biochmecianl changes in coconut sap upon natural excitement and no reports were availble rough the changes in mineral electrical capacitys in the sap. Thus the objective of the present area was to findout the extend of changes in biochemical and mineral constituents in freshly collected coconut inflourecence sap as well as naturally fermented sap.Materials and methodsCoconut sap collection Fresh, hygienic, unfermented, fresh and clean infloresc ence sap was collected by tapping of unopened spadix of the palm tree Cocus nucifera L. (WCT x GBGD hybrid) in the CPCRI Experimental Farm, using the device developed at CPCRI, Kasaragod, Kerala, India (Patent File No. K.B. Hebbar2425/CHE/2013). Initial pH of the over night collected fresh sap was footmarkd and the one dumb run aground of sap was stored at -20C and another(prenominal) 10 sets of sap samples was kept infra room temperature (25 2C during the study period) to for natural fermentation. Each set of sample was taken at varied time, then pH and other biochemical and mineral constituents were measured. adherence of total sugar and reducing sugar arrive sugar and reducing sugar content in the fermented sap was intrac defer using phenol-sulphuric method (Dubois et al., 1956) and Nelson-Somogyis method (Somogyi, 1952), respectively. In some(prenominal) methods glucose was used as a standard.Estimation of protein and free amino acids Total protein and total free amino acids present in the sap was determined using Lowrys method (Lowry et al., 1951) and ninhydrin method (Moor and Stein, 1948) respectively. Bovine serum albumin and leucine were used as a standard for protein and amino acid estimation, respectively..Estimation of Phenolics Total phenolics content of freshly collected coconut inflorescence sap was measured by FolinCiocalteus phenol reagent (Singleton and Rossi, 1965). Gallic acid in 50% (v/v) methanol solution in concentrations of 10, 20, 30, 40 and 50 mg 100 mL-1 was used as a standard. The content of total phenolics was verbalized as mg gallic acid equivalent (GAE)/100 ml of fresh sample. All samples were examine in triplicate.Estimation of soluble friction matchSoluble phosphorus present in the sap was determined by molybdivanadophosphoric acid method described by Kitsonand Mellon (1944). An aliquot of 10 mL of sap was taken in a 50 mL flask and 10 ml of vanadomolybdate reagent was added and volume was diluted to 50 mL with d oubly distilled water and the color developed was read at 470 nm aft(prenominal) 10 mins. Potassium dihydrogen phosphate was used as a standard.Mineral analysis Mineral content was determined according to official analytic methods (AOAC 1990) using a GBC make Avanta PM atomic absorption mass spectrometer (AAS) equipped with a D2 lamp background correction system using an air-acetylene flame. ratiocinations were carried out in duplicates of individually independent sample of each pH. For the analysis of minerals, coconut sap solutions at different pH were droped through quantitative ashless filter paper and used. The samples were analyzed using AAS calibrated with related minerals in different concentrations for different macro (potassium and magnesium) and micro-minerals (copper, iron and zinc). All the chemicals used in this study were of analytical grade and the standard solutions of minerals for AAS were purchased from Merck, Germany. The detection limits for minerals were 3 g/100 g for K 0.3 g/100 g for Mg 3 g/100 g for Cu 6 g/100 g for Fe and 1 g/100 g for Zn.statistical analyses All statistical analyses were performed using of Statistical Analysis Software system, mutant 9.2 (SAS Institute, Cary, NC, USA) (SAS 2009). Analysis of variance, using PROC GLM was used to determine portentous differences among the fermented sap samples for biochemical and mineral constituents. Simple linear correlational statistics analysis was performed to indicate the measure of correlation and strength of relationship between variables studied.Results and discussionThe coconut inflorescence sap collected using device developed at CPCRI, Kasaragod, Kerala, India was analyzed for biochemical and mineral constituents at initial level immediately subsequently collection, and at different time intervals after allowing for natural fermentation beneath room condition. meaningful differences were observed for all biochemical and mineral constituents, except sodium and po tassium, with respect to natural fermentation (Table 1 and Table 2). bilinear correlation (r) between time, biochemical parameters and minerals studied in coconut inflorescence sap collectible to natural fermentation were given in table 3.Changes in pH The pH of the coconut sap samples fall from 7.57 to 3.95 by the end of 4 hrs delinquent to natural fermentation and observed satisfying negative correlation with time (r = -0.991, at P Changes of total sugar and reducing sugar content At initial time, the total sugar and reducing sugar content in the sap was about 16.78 g and 0.48 g 100 mL-1, respectively. At the end of 4th hr, the total sugar content reduced to 8.9 g 100 mL-1 and reducing sugar content increased to 3.5 g 100 mL-1. Xia et al., (2011) reported that saccharose was the predominant sugar in the fresh sap reducing sugars such as glucose and levulose were in negligible amount in fresh unfermented sap. erstwhile the fermentation starts, the total sugar level was dra stically reduced and at the same time there was a sharp increase in reducing sugar content, which meant that the content of fructose and glucose increased but sucrose decreased. This is due to sucrose being converted into fructose and glucose during initial fermentation. At the same time, the broken down glucose and fructose was utilized by the microorganisms at later corresponds. This may be the reason for the overall reduction in total sugar content from 16.78 g to 8.9 g 100 mL-1. Significant positive correlation between pH and total sugar (r=0.912, at P r= -0.914 and -0.926, respectively, at P Changes of total protein and free amino acids The protein content of the freshly collected coconut sap was about 116.91 mg 100 mL-1, when the fermentation progress, there was a significant increase in the protein content and it reached 839.21 mg 100 mL-1 at the end of 4 hrs, and it was negatively correlated with the free amino acid content. At initial stage the free amino acid content was about 210 mg 100 mL-1 sap. Free amino acid content decreased drastically due to fermentation and reached to 77.76 mg 100 mL-1 sap at pH of about 4.7. Correlation study showed that there was a significant negative correlation between total protein and free amino acids (r= -0.715, at P The phenolic content in fresh sap was about 19.9 mg 100 mL-1. There was a difference in the phenolic content upon fermentation the change in phenolics content didnt showed any trend. Upon fermentation, the content of phenolics starts decreased for up to 90 mins, there after there was a dish state. The results are against the earlier study which showed there was drastic increase in phenolics content due to the release of phenols from polyphenols by the exercise of microbial fermentation (Xia et al., 2011). Earlier studies showed that there was a steady state between hydrolysis of polyphenols and the action of polyphenoloxidase processes that generate and oxidize, respectively, leads to no drastic chan ge in phenolic content (Cruz et al., 2013).The major(ip) biochemical changes occurring in the fermenting sap indicated that a natural fermentation of coconut sap consist of initial lactic acid fermentation, a middle alcoholic fermentation and final acetic acid fermentation. It also appeared that activities brought about by micro-organisms of early phase helped the activities of the micro-organisms in each of the later phases (Atputharajah et al., 1986)Changes in mineral composition by natural fermentation Mineral composition of coconut inflorescence sap and their changes during natural fermentation were given in the table 2. Potassium (177.66 mg/100 mL-1) was the major mineral nutrient present in the fresh sap followed by sodium, which was about 103.92 mg 100 mL-1. In the present study, there was no significant differences were found for the changes in potassium and sodium content in the fresh sap and fermented sap. Soluble phosphorus content in the fresh sap was 2.16 mg 100 mL-1.Th ere was significant differences were found for the soluble phosphorus content in the sap upon fermentation. The soluble phosphorus content was found to increase to 6.41 mg 100 mL-1 at the end of 4th hr due to microbial fermentation, which increases the solubility of the phosphorus. Earlier studies, Lopez et al. (2001) found thatlactic acid bacteria present in sourdough enhanced acidification, leading to increased magnesium and phosphorus solubility.Freshly collected coconut sap was rich in micro-minerals like iron (68.55 g 100 mL-1), copper (32.75 g 100 mL-1) and zinc (15.60 g 100 mL-1). Once the fermentation starts, the level of micro-minerals present in the sap starts declining and the changes was significant. There was a significant negative correlation found between time and all micro-minerals studied (r= -0.948, -0.930 and -0.890 for iron, copper and zinc, respectively, with time). Microorganisms require several(prenominal) micronutrients like manganese, zinc, cobalt, nickel an d copper are available in nature, induct many roles in the cells as a part of enzymes, cofactors that make to contact action of reaction and maintenance of protein structure. This leads to reduction in available micro-mineral circumscribe in the sap during fermentation.ConclusionThe biochemical studies revealed that the freshly collected coconut inflorescence sap was rich in biochemicals such as sugar, protein, free amino acids and mineral nutrients such as sodium, potassium, phosphorus, iron, copper and zinc. Due to natural fermentation there was a drastic change in the above verbalise nutrients except sodium and potassium. In most cases, the natural fermentation reduces the available nutrients in the sap and make the sap sour to taste. Thus, there is a need to find out suitable methods to prevent the natural fermentation of coconut sap without affecting its nutritional quality and make it as a delicious health drink.Table 1. Changes in pH and biochemical composition in coconut inflorescence sap due to fermentationTable 2. Changes in mineral constituents in coconut inflorescence sap due to fermentationTable 3. Linear correlation (r) between the biochemical parameters and minerals studied in coconut inflorescence sap due to natural fermentationTS total sugar RS Reducing sugar AA amino acids* indicates significant at P=0.05Figure 1. Changes in pH, total sugar and reducing sugar contents in coconut inflorescence sap due to fermentation. The results are substitute of trey replicates and values are verbalized as mean SD.Figure 2. Changes in protein and free amino acids content in coconut inflorescence sap due to fermentation. The results are representative of three replicates and values are expressed as mean SD.Figure 3. Changes in sodium, potassium and phosphorus contents in coconut inflorescence sap due to fermentation. The results are representative of three replicates and values are expressed as mean SD.Figure 4. Changes in iron, copper and zinc c ontents in coconut inflorescence sap due to fermentation. The results are representative of three replicates and values are expressed as mean SD.creditReferencesJ Agric Food Chem.2001 May49(5)2657-62.Prolonged fermentation of whole drinking straw sourdough reduces phytate level and increases soluble magnesium.Lopez HW1,Krespine V,Guy C,Messager A,Demigne C,Remesy C.Jaqueline Fontes Moreau Cruz, Paula Bacelar Leite, Sergio Eduardo Soares and Eliete daSilva Bispo. Assessment of the fermentative process from different cocoa cultivars produced in Southern Bahia, Brazil Vol. 12(33), pp. 5218-5225, 14 August, 2013Colorimetric Determination of Phosphorus as Molybdivanadophosphoric AcidR E. Kitson,M G. MellonInd. Eng. Chem. Anal. Ed.,1944,16(6), pp 379383