Analysis of gene research papers

Analysis of gene research papers Source: Ledford, H. (2017, March 07). CRISPR: gene editing is just the beginning. Retrieved July 05, 2017, from http://www.nature.com/news/crispr-gene-editing-is-just-the-beginning-1.19510 CRISPR has signaled a new age for molecular biologists, and non-profits like Addgene are on top of it all. Addgene has become the place where scientists deposit their tools while also turning to them in search of molecular tools. CRISPR now resembles something novel for researchers all around the world: Specificity – the ability to do exactly what they want and just what they want. The CRISPR tool can be used in many ways to suit the needs of the researcher. A common technique being used it to observe the effect of a change in the genetic code (particular genes) on the cell. This allows for a deeper understanding of metabolic pathways and effects of proteins and genes. The CRISPR associated protein 9 (CRISPR Cas9) is the enzyme which is in widespread use in laboratories. Researchers from Stanford University modified the Cas9 to just inhibit the gene, and not cutting the gene (as it would normally). The brilliancy of CRISPR is the fact that it itself has been modified and we can attach molecules that affect the epigenetics of the cell, that can be induced by specific stimuli and we can attach molecules that can even stimulate the expression of a particular gene. The ability of this tool to modify the epigenome with high specificity has massive implications as the epigenome has been linked to issues like cancer and neurological disorders. Lastly, CRISPR has had a major positive impact on the economical side of research by reducing both the time taken and cost of experiments considerably. For instance, CRISPR has enabled researchers to do what previously took a year in just a month! Article 2: Source: Larson, C. Schaffer A. (2016, October 04). New Tools for Editing the Genome Could Radically Change the Study of Human Diseases. Retrieved July 05, 2017, from https://www.technologyreview.com/s/526511/genome-editing/ Genetic editing using the CRISPR-Cas method is revolutionizing the world and has transformed the scenario of many labs throughout the world. It now provides a cheap and highly precise method of gene editing. CRISPR is a tool born from the collaboration between scientists from varied backgrounds pursuing a common goal. Recent research in China has proven the possibility of genetically edited macaques and this is a stepping stone towards â€Å"designer babies†. The introduction of ethical dilemmas due to the advent of this technology is an inevitable repercussion of any powerful tool. However, the success of the aforementioned experiment seeks to showcase the importance of primate models in research. Primate models have also been useful in understanding genetic diseases and mutations and CRISPR now allows researchers to identify these mutations and find gene therapies to it. Article 3: Source: Kiefer, J., Yin, H. H., Que, Q. Q., Mousses, S. (2009). High-throughput siRNA screening as a method of perturbation of biological systems and identification of targeted pathways coupled with compound screening. Retrieved July 05, 2017, from https://www.ncbi.nlm.nih.gov/pubmed/19597791 There are two ways to screen cells containing the CRISPR Cas9 nucleases that knockout specific genes: pooled format and arrayed format. In arrayed screening, the cells and other molecules are arranged in multi well plates (96 wells, 384 wells, or 1536 wells) and the cells that are placed in each of the wells are transfected or virally transduced individually (on a well to well basis). The wells are imaged and then the readout is based upon measurements of those images based on different parameters. In the pooled format, the reagents are synthesized in a pool and are then virally transduced into the cell. Viral transduction ensures that generally only one change to the cell occurs and the integration of the virus can be read through polymerase chain reactions and next-generation screening. The readout of the experiment is based on the abundance of the integrated transgene between samples (in positive selection groups, control groups, and negative selection groups). Article 4: Source: Phillips, T. (2016, October 14). What Is siRNA and How Is It Used to Attack Protein Cells in the Body? Retrieved July 05, 2017, from https://www.thebalance.com/what-is-sirna-and-how-is-it-used-375598 RNA interference (RNAi) is the usage of small interfering RNA (siRNA) that bind to the messenger RNA (mRNA) for specific proteins and cause their degradation hence inhibiting protein synthesis. The siRNA uses a combination of endonuclease and exonuclease enzymes to bring about the degradation of the mRNA. The problem with siRNA is that it can be rejected by the cell and may trigger immune responses. Also, RNAi is known to give false hits and can have an impact on multiple metabolic pathways/mRNAs and cause an unspecific, unwanted, and unknown knockout. However, this method is still very useful in stabilizing serums, enhancing the activity of cells and is also being used in designing therapies for genetic diseases. Article 5: Source: Tan, J., Martin, S. E. (2016, December 28). Validation of Synthetic CRISPR Reagents as a Tool for Arrayed Functional Genomic Screening. Retrieved July 05, 2017, from http://journals.plos.org/plosone/article?id=10.1371%2Fjournal.pone.0168968 The research conducted by Tan, J. and Martin, S. E. proves that the viral transfection based CRISPR Cas9 method can be used in the arrayed format by comparing the results of various different techniques and finding conclusive evidence that the results obtained from the arrayed format screening of the cells is similar to that obtained from using the pooled format and RNAi method. They tested their results based on the assay for aberrant DNA replication. Their findings show that the majority of the transfected cells showed a change in phenotype within 72 hours and also that high throughput gene editing and screening of the cells produced data (known DNA replication regulators ) that was comparable to that obtained from siRNA gene knockdown. Lastly, their findings also show that CRISPR screening gave less false hits, i.e. it was more accurate than siRNA screens performed in parallel.

Conversations with History Essay Example | Topics and Well Written Essays - 500 words - 1

Conversations with History - Essay Example Michael Scheuer. Interview with Michael Scheuer Looking at the interview with Mr. Scheuer, it is relevant to say that the answers as his response to all the questions asks came from a point of view of a military whose loyalty lies on the organization and to his country and not to the welfare of the whole world. . According to his belief, if there are things to be learned from the methods being used during the war, this is to kill the enemy as a whole. It has been an experience in their organization that killing them one by one would just only provoke the rest of the enemy. In a war, he considers civilian victims and dead militaries are but just a body counts and a price of the war. For him, during the time of war, enemies must be destroyed by all means as well as the allies and this has been the way of the US to be able to remain in power for 30 years. With regard to the civilians who would be affected and could be killed in the war, Scheuer took it as a part of the war, killing civi lians to be able to win the war or either not to go to war at all.

FACE reports Research Paper Example | Topics and Well Written Essays - 250 words

FACE reports - Research Paper Example Since the tractor was running, the beaters, three in number, and obtaining energy from the tractor engine, were also rotating (MN FACE). During the process, the farmer got entwined in the machinery, getting pulled into the rotating beaters (MN FACE). As a result, the tractor stopped (MN FACE). He was found forty five minutes later by his son, who immediately called the 911 service, and the farmer was thence taken to a nearby hospital (MN FACE). However, he was pronounced dead on arrival by the doctor (MN FACE). Counter measures: In the wake of the incidence, the FACE team working in Minnesota drafted certain guidelines that were to be followed by farmers and workers while operating heavy machinery (MN FACE). These counter measures included three points (MN FACE): the tractor should be completely switched off and the key removed before getting off the tractor and working on the machinery (MN FACE); the power-take-off mechanism of the machine should be disengaged from the tractor before getting off the tractor and working on the machine (MN FACE); and the outfit of the workers should not be loose or otherwise risky, so that the danger of the workers getting entangled in the machine is reduced (MN

Roots of western culture (Democracy and Imperialism) Essay - 2

Roots of western culture (Democracy and Imperialism) - Essay Example Therefore, equality and respect for the law is an important aspect in any nation as they ensure smooth running of government processes. Citizens are presented with freedom to in exercising their rights in a democratic nation. As Pericles mentions, individuals have equal rights and freedoms despite their cultural background, birth or any other discriminatory factor. Athens is an example of a nation where citizens’ rights and freedom are put into consideration as compared to Sparta where there is no adherence to equality for the law (Thucydides and Pericles 41). According to Pericles, the city of Athens enjoys a democratic and free state of government through equal representation of citizens in the government. Happiness has been attributed with individuals being free, and freedom is influenced by courage. The city of Athens represents a nation that is organized and effectively manages its internal affairs in a transparent and democratic way (Thucydides and Pericles 42). According to the writing, Athens has a well-organized force that protects its people from external

The design of an automated external defibrillator Essay

The design of an automated external defibrillator - Essay Example As such, this paper seeks to highlight the defibrillator in relation to the history, functional components and human engineering considerations. Defibrillators United Kingdom is faced with health crisis with the high incidences of heart attacks among its citizens. These indices are reportedly some of the highest in the world with cardiovascular diseases causing more deaths annually than any other disease or condition. It is estimated that of the 150,000 people who have heart attacks annually, 94,000 of them die owing to various variables (Handler and Coghlan 2008). Research indicates that over one million people over the age of 35 in the United Kingdom have suffered a heart attack, and a third of these victim die before getting to the hospital. The scale of the burden is felt in the economy with escalating costs of health care as indicated by the billions spent annually by the UK government on cardiovascular diseases (Handler and Coghlan 2008). The relatively high incidences of heart attacks in UK are of great concern to health care professionals and other stakeholders, which have seen them, consolidate their efforts in order to reduce the effects. Stakeholders such as medical engineers and manufacturers team up with healthcare professionals in an effort to brainstorm on the possible solutions in line with technological advances. This front has seen the successful adoption and incorporation of technology in healthcare facilities in form of medical devices. According to the European Union definition, a medical device is an apparatus or instrument that is designed for preventative, diagnostic, monitoring, or therapeutic purposes and its purpose is not achieved through pharmacological, immunological or metabolic means (Krutmann 2011). Similarly, the mode of action of medical devices is not through chemical action in a patient’s body, although may be assisted in its functions through such means. As such, it is essential that medical devices exceed the thresh old under the European Union regulations, which call for detailed records of the products, designing and construction is limited to qualified personnel, and comprehensive risk assessment should be done (Jacobson and Murray 2007). The key function of a medical device can be illustrated from scientific information quoted by the manufacturer in line with functional principle and the manufacturer’s labelling. Medical devices vary in their capacity and level of sophistication ranging from tongue depressors to haemodialysis equipment. Owing to the role played by medical devices in the provision of healthcare services, it is critical that appropriate guidelines and regulations are adhered to (Kramer, Xu and Kesselheim, 2012). It is for this reason that biomedical engineering steps in to fill embark on the key aspects of medical devices that involve initial designing, system analysis and practical application to ensure quality and efficient products. Among the medical devices are def ibrillators, which play a crucial role in the relieving heart attacks in areas away from medical facilities. This paper seeks to highlight defibrillators as a medical device while focussing on their history, scope of application and safety aspects of the device with regard to human factors engineering. Fibrillation is characterised by accelerated and irregular contraction of heart muscle fibres, which is attributed to a deranged electrical activity of the heart. Fibrillation

Assess the view that ethnic differences Essay Example for Free

Assess the view that ethnic differences Essay ?An Ethnic minority background increases your chances of arrest and conviction, some people argue that police racism in itself results in higher suspicion against black people in general. According to official statistics there are significant ethnic differences in the likelihood of being involved in the criminal justice system. Black and Asians are overrepresented in the system. For example black people make up 2. 8% of the population, but 11% of the prison population. Contrastingly whites are underrepresented. However such statistics do not tell us whether members of one ethnic group are more likely than members of another ethnic group to commit an offence in the first place; they just tell us about involvement in the criminal justice system. For example differences in stop and search or arrest rates may be due to police racism, while differences in rates of imprisonment may be the result of courts handing down harsher sentences on minorities. There are other sources of statistics to reveal link of ethnicity and offending. Victim surveys ask individuals to say what crimes they have been victims of. We can get information on ethnicity and offending from surveys when we ask what ethnicity of the person who committed the crime against them. For example in the case of mugging blacks are overly represented among those indentified by victims as offenders. Victim surveys show much crime is intra-ethnic; it takes place within rather than between ethnic groups. For example the British crime survey (2007) found 90% of where the victim was white; at least one of the offenders was also white. However while victim surveys are useful in identifying ethnic patterns of offending, they have several limitations. They rely on a victim’s memory of events. Ben Bowling and Coretta Phillips (2002) found whites may over identify blacks, saying the offender was black even when not sure. They only cover personal crimes, which make up 20% of all crimes. They exclude under 16s; minority ethnic groups contain a higher proportion of young people. They exclude crimes by big business; thus tell us nothing of ethnicity of white collar criminals. Thus victim surveys only tell us about the ethnicity of a small proportion of offenders, which may not be representative of offenders in general. Self report studies ask individuals to disclose their own dishonest and violent behaviour. Graham and Bowling (1995) found that blacks and whites had similar rates of offending, while Indians, Pakistanis and Bangladeshis had lower rates. Similarly Sharp and Budd (2005) note that the 2003 offending, crime and justice survey of 12,000 people found whites and mixed ethnic origin groups were more likely than blacks and Asians to say they had committed offences. The Home Office have conducted nine self report studies on drugs since the early 1990s, all with similar findings. Sharp and Budd (2005) found 27% of mixed ethnicity individuals said they had used drugs in the last year, compared to 16% of blacks and whites, and 5% of Asians. Use of class a drugs, such as heroin or cocaine was 3 times higher among whites than blacks and Asians. The findings of self report studies challenge stereotypes of blacks more likely than whites to offend, though they support the widely held view Asians are less likely to offend, however self report studies have their limitations in relation to ethnicity and offending. Overall the evidence of ethnicity and offending is inconsistent. For example while official statistics and victim surveys point to the likelihood of higher rates of offending by blacks; this is generally not the results of self report studies. There are ethnic differences at each stage of the criminal justice process. To explain them we need to look at main stages of the process that an individual may go through, possibly culminating in a custodial sentence. Phillips and Bowling (2007) argue since the 70s there have been many allegations of oppressive policing of minorities, including stop and search, deaths in custody, police violence and failure to respond effectively to racist violence. Minorities are more likely to be stopped and searched by police. Statistics show Asians were three times more likely to be searched under this act. Its thus unsurprising minorities are less likely to think police acted politely when stopped, or think they were stopped fairly. Phillips and Bowling (2007) argue these communities feel over policed and over protected and have limited faith in the police. There are three possible reasons for the disproportionate use of stop and search against minorities. Police racism; the Macpherson Report (1999) on the police investigation of the racist murder of black teenager Stephen Lawrence concluded there was institutional racism in the Metropolitan police. Other have found deeply ingrained racist attitudes among individual officers. For example Phillips and Bowling point out that many officers hold negative stereotypes about ethnic minorities as criminals, leading to deliberate targeting for stop and search. Such stereotypes are endorsed and upheld by the canteen culture of rank and file officers. Ethnic differences in offending; an alternative explanation is that the disproportionality in stop and searches simply reflects ethnic differences in levels of offending. However it’s useful to distinguish between low discretion and high discretion stops. In low discretion stops police act on relevant information about a specific offence, for example a victim’s description of the offender. In high discretion stops police act without specific intelligence. It is in these stops police can use stereotypes that disproportionality and discrimination are more likely. Demographic factors; ethnic minorities are over represented in the population groups who are most likely to be stopped such as the young, the unemployed, manual workers and urban dwellers. These groups are all more likely to be stopped, regardless of their ethnicity, but they are also groups who have a higher proportion of ethnic minorities in them, so minorities get stopped more. Figures in England and Wales show that in 2006/07, the arrest rates for blacks was 3. 6 times higher than for whites. Contrastingly once arrested blacks and Asians were less likely to receive a police caution. One reason for this may be more likely to deny the offence and likely to exercise their right to legal advice. However not admitting the offence means they cannot be let off with a caution and are more likely to be charged instead. The crown prosecution service is the body responsible for deciding whether a case brought by the police should be prosecuted in court. In doing so CPS must decide whether there is a realistic prospect of conviction and whether the prosecution is in the public’s interest. Studies suggest the CPS is more likely to drop cases against minorities. Bowling and Phillips (2002) argue this may be because the evidence presented to the CPS by the police is often weaker and based on stereotyping of ethnic minorities as criminals. When cases do go ahead minorities are more likely to elect trial before a jury in the Crown Court rather than the magistrates court, perhaps due to mistrust of magistrates impartiality. However crown courts can impose more severe sentences if convicted. Thus is interesting to note minorities are less likely to be found guilty. This suggests discrimination, in that the police and CPS may be bringing weaker or less serious cases against ethnic minorities that are thrown out by the courts. In 2006/7 custodial sentences were given to a greater proportion of black offenders (68%) than white (55%) or Asian offenders (59%), whereas whites and Asians were more likely than blacks to receive community sentences. This may be due to differences in seriousness of the offences or defendants previous convictions. However a study of 5 crown courts by roger Hood (1992) found even when such factors were taken into account, black men were 5% more likely to receive a custodial sentence, and were given sentences of an average of 3 months longer than whites. Another reason for harsher sentences id pre sentence reports (PRs) written by probation officers. A PRs is intended as a risk assessment to assist magistrates in deciding on the appropriate sentence for a given offender. However Hudson and Bramhall (2005) argue that PRs allow for unwitting discrimination. They found reports on Asian offenders were less comprehensive and suggested that they were less remorseful than white offenders. They place this bias in the context of demonising Muslims in the wake of 9/11 attacks. In 2007, one quarter of the male prison population was minorities. Blacks were five times more likely to be in prison than whites. Black and Asians were more likely to be serving longer sentences. Within the total prison population all minorities had a higher than average proportion of prisoners on remand. This is because minorities are less likely to be granted bail whilst awaiting trial. There are similar patterns in other countries, for example in USA two fifths of prison population is black. There was large scale migration from the Caribbean and Indian subcontinent in the 50s, at this time it was agreed minorities had lower crime rates. However by the 70s there was conflict between blacks and the police meaning â€Å"black criminality† became more of a problem. Contrastingly by the 90s Asian crime also became viewed as a problem. Events e. g. 9/11 cemented the idea that Asians were a threat to public order. There are two main explanations for ethnic differences in crime; left realism and neo-Marxism. Left realists Lea and Young (1993) argue ethnic differences in statistics reflect real differences in the levels of offending by different ethnic groups. Left realists see crime the product of relative deprivation, subculture and marginalisation. They argue racism had led to economic exclusion of ethnic minorities who face higher unemployment, poverty and poor housing. At the same time the Medias emphasis on consumerism promotes a sense of relative deprivation by setting materialistic goals that many minorities are unable to reach by legitimate means. One response is formation of delinquent subcultures, especially by young unemployed blacks. It produces higher utilitarian crime to cope with relative deprivation. Furthermore as these groups are marginalised and have no groups to represent their interests their frustration is liable to produce non utilitarian crime such as rioting. Lea and Young acknowledge police often act in racist ways and results in unjustified criminalisation of some members of minorities. However they don’t believe discriminatory policing fully explains the statistics. For example over 90% of crimes known to the police are reported by the public rather than discovered themselves. Under these circumstances even if police act discriminatory it’s unlikely it can account for ethnic differences in statistics. Similarly Lea and Young argue we cannot explain differences in minorities in terms of police racism. For example blacks are more criminalised than Asians. The police would have to be selective in their racism for racism to cause these differences. Lea and Young thus conclude that the statistics represent real differences in levels of offending between ethnic groups and these are caused by real differences in levels of relative deprivation and marginalisation. However Lea and Young can be criticised for their views on the role of police racism. For example arrest rates may be lower for Asians because police stereotype them differently. Stereotypes may have changed since 9/11, explaining rising criminalisation of this group. While left realists see official statistics reflecting real differences in offending between ethnic groups, other sociologists have argued differences in statistics do not reflect reality. These differences are the outcome of a process of social construction that stereotypes ethnic minorities as inherently more criminal than the majority of the population. The work of neo Marxists Paul Gilroy (1982) and Stuart Hall (1979) illustrates this view. Gilroy argues the idea of black criminality is a myth created by racist stereotypes of African Caribbean’s and Asians. In reality these groups are no more criminal than any other. However as a result of the police and criminal justice system acting on these racist stereotypes, ethnic minorities came to be criminalised and thus to appear in greater numbers in official statistics. Gilroy argues ethnic minority crime can be seen as a form of political resistance against a racist society, and this struggle has roots in earlier struggle against British imperialism. Gilroy holds a similar view to that of critical criminology which argues working class crime is a political act against capitalism. Most blacks and Asians in the UK originated from former colonies where their anti imperialist struggles taught them how to resist oppression, for example through riots and demonstrations. When they found themselves facing racism in Britain they adopted the same form of struggles to defend themselves, but their political struggle was criminalised by the British state. However Lea, Young and Gilroy are criticised on several grounds. First generation immigrants were very law abiding, so it’s unlikely they passed their anti colonialist struggle onto their children. Most crime is interethnic, criminals and victims usually have similar ethnic backgrounds, so it can’t be seen as anti colonial struggle against racism. Lea and Young argue Gilroy romanticises street crime as revolutionary. Asian crime rates are similar to or lower than whites. If Gilroy were right then the police are only racist towards black and not Asians, which seems unlikely. Stuart Hall et al adopt a neo Marxist perspective. They argue the 70s saw a moral panic over black muggers that served the interests of capitalism. Hall et all argues the ruling class can normally rule the subordinate classes through consent. However in times of crisis this becomes more difficult. In the early 70s British capitalism faced a crisis. High inflation and rising unemployment provoked widespread industrial unrest and strikes. When opposition to capitalism was growing the ruling class may need to use force to keep control. However the use of force needs to be legitimated or provoke more resistance. The 70s also saw a media driven panic of the growth of mugging. In reality mugging was a new name for street robbery and Hall et al suggest there was no significant increase of this crime at the time. Mugging was soon to be associated by the media, police and politicians with black youth. Hall et al argues that the emergence of the moral panic about mugging as a specifically black crime at the same time as crisis of capitalism was no coincidence; the moral panic and crisis were linked. The myth of the black mugger served as a scapegoat to distract attention from the true cause of problems of unemployment, namely the crisis of capitalism. The black mugger symbolised disintegration of social order. By presenting black youth as a threat to the fabric of society the moral panic served to divide the working class on racial grounds and weaken opposition to capitalism as well as winning popular consent to authoritarian forms of rule to suppress opposition. However Hall et al do not argue that black crime was solely a product of media and police labelling. The crisis of capitalism was increasingly marginalising black youth through unemployment and drove them to a lifestyle of hustling and petty crime to survive. However Hall et al have been criticised on several grounds. Downes and Rock (2003) argue that Hall et al are inconsistent in claiming that black street crime was not rising, but also that it was rising because of unemployment. They do not show how a capitalist crisis led to a moral panic, nor do they provide evidence that the public were in fact panicking or blaming crime on blacks. Left realists argue inner city residents fears about mugging are not panicky but realistic. Until recently the focus of the ethnicity and crime debate was largely about the over representation of blacks in the criminal justice system. However recently sociologists have studied racist victimisation of ethnic minorities. Racist victimisation occurs when an individual is selected as a target because of their race, gender or religion. Racist victimisation is nothing new, but brought into public view with the racist murder of Stephen Lawrence in 1993 and the subsequent Macpherson inquiry into the police investigation. Information of victimisation comes from two main sources; the British crime survey and police recorded statistics. These generally cover racist incidents, any incident perceived to be racist by the victim or another person. They also cover racially or religiously aggravated offences where the offender is motivated by hostility towards members of a racial or religious group. The police recorded 60,000 racist incidents in England and Wales in 2006/7, mostly damage to property and verbal harassment. However most incidents go unreported; the British crime survey estimates there were 184,000 racially motivated incidents in 2006/7. The police recorded 42,600 racially or religiously aggravated offences on 06/7, mostly harassment. 10,600 people were prosecuted or cautioned for racially aggravated offences in 2006. The risk of being a victim of any sort of crime varies by ethnic group. The 2006/7 British crime survey shows people of mixed ethnic background had a higher risk of becoming a victim of crime than blacks, Asians or whites. The differences may be partly the result of factors other than ethnicity. For example for violent crime factors such as being young, male and unemployed are strongly linked to victimisation. Ethnic groups with a high proportion of young males are thus likely to have higher rates of victimisation. However some of these factors such as unemployment are themselves partly due to discrimination while the statistics record the instances of victimisation they don’t capture the victim’s experience of it. As Sampson and Phillips (1992) note racist victimisation tends to be over time with repeated minor instances of abuse with periodic physical violence. The resulting long term psychological impact needs to be added to the physical injury and damage to property caused by offenders. Members of minority ethnic communities have often been active in responding to victimisation. Responses range from situational crime prevention measures such as fireproof doors to organised self defence campaigns. Such responses need to be understood in the context of accusations of under protection by the police who often ignore the racist dimension in victimisation and fail to investigate incidents properly. For example the Macpherson enquiry (1999) concluded the police investigation into the death of black teenager Stephen Lawrence was marred by incompetence, institutional racism and failure of leadership by senior officers. Others have found deeply ingrained racist attitudes among individual officers.

Nestle Fruit Yogurt Company

Nestle Fruit Yogurt Company Abstract Nestle Fruit Yogurt is one of the famous product launched by Nestle all over the world. Most of the countries where Nestle has launched it, have accepted the product very well. This shows that product has potential and if marketed properly can do wonder by enhancing Financial statement profits for Nestle. Here we are making an analysis of UAE as Nestlà ©s future destination of launching Fruit Yogurt. In this study we are seeking financial, marketing and Resource planning of Nestlà ©s launching campaign in very first year. This analysis can help Nestle in making deciding whether to launch the product in Emirates and how to launch the product. Executive Summary A marketing plan usually provides a sound framework for development of marketing strategy for any product. There is a list of action items inclusive of objective, sales budget requirement, resource requirement etc. Its very relevant part of the total business plan. In our first submission, we had talked at length regarding cultural and economic analysis related to market and features of offered product. This project submission will be taking us forward from where we had left in the last assignment. Here, We will take closer look at the nuances of running a good business like understanding target market, designing suitable promotion strategy, having total overview of distribution marketing and production processes. The last part has explained in detail about the benefits of the Nestle Fruit Yogurt. It has also explained how it is suitable for UAE climate and how its launch in United Arab Emirates will make a new trend of having healthy snacks and lunch. We, in last part, also analyzed that the market condition of UAE and preference and desires of Emirates. Now, in this study, we are going to study how to market the product how will it work in the UAE.   We are going to analyze fully what will attract Emirates to our product. Traditional approach to look at any product that is based on marketing involves the understanding of: Financial data. Product data Sales and distribution data Advertising and sales promotion data We are going to approach this study in this traditional approach to make a detailed Market launch analysis of the product. (Yogurt) Marketing Plan Introduction Marketing Plan will analyze how to strategize the launch of Nestle fruit Yogurt in UAE. It will check out the advertisement, Promotion and Packaging plans for this new product. The detailed will work as the initial plan for the launch of the product in UAE and it will be subjected to change gradually as the sale will follow the expectation or will deviate from its initial plan. Marketing Objective Target Market Since Nestlà ©s fruit Yogurt will be totally new product in UAE and therefore is not well known. In our last submission, we had highlighted about specifically targeting the age group of 15-35.This was basically based on the consumption trend of this group. Expected Sales Sales objectives define the projected quantity of goods that can be sold. Hence it is very relevant for the success of businesses that realistic and achievable objectives should be set. We are expecting the total sale of 650 tonnages of Nestle fruit Yogurt in United Arab Emirates. Our expectation is very optimistic as it is nearly 60% of the total present market. Profit Expectation As we are planning to have 650 tonnages of sale in UAE, therefore we are expecting Nestle to have at least profit of 9% around on the product which comes in the range of 0.09 percent*650 tonnages *9463 AED per tonnage ~ 553,385 AED which is really decent as we can see that this is just a launch year. Promotion Mix Advertising Objective Main objective of advertisement is that it will be to drawing attention of the health conscious customers towards Nestle fruit Yogurt. Since the Nestle Fruit Yogurt belongs to premium segment where more stress will be provided to attract urban area customers who are willing to use something new. Actually if we start trying segmenting of the people of UAE, we can segregate UAE people into two major categories. One who usually prefers to have new products present in the market and these people are usually called experimenters. Other kind of category which tries to retain their own age-old family used brand which usually bar them from taking any new product. Seeing this, we need to make its Nestlà ©s image to look as fashionable and premium class. To make this image, we can try using some Hollywood star who can endorse our product and which is youth icon famous among Emirates.   Media Mix We are planning to use the media mix in such a way to approach every single people in Emirates to make them aware of this new product coming in the market. Since ours will be the first company launching this product on such a large scale in UAE therefore it can become a tough task to inform to educate consumers about health benefits and differentiation of our product from the entire existing product in the Emirate market. Hence we need to use below given promotion media mix: Kiosks Advertisement in magazines, television and newspapers. TV program. Banners Billboards. The way we are planning to make this promotion is to have it in various phases. Actually, In first phase, we are planning to have awareness program. Then in next phase we are planning to market the real product among the Emirates through use of hoarding, kiosks, banners and all the other media methods. Message Nestle Fruit Yogurt should be aiming to recognized as a healthy food product company. This company wants to be known as a firm which usually provides high quality health products. Idea will be to convey its young and premium image to the consumers. Message should be something similar to â€Å"Taste with Health!!!.. Try me!!†. Cost Advertisement TV Advertisement 40000 Newspaper Advertisement 20000 Kiosk Advertisement 10000 Magazine Advertisement 20000 Banners 10000 BillBoards 10000 Promotion 10000 Advertising Expense $ 120,000.00 Sales Promotion Objective The objective of sales promotion is usually to attract more and more consumer in the very first year. This will be done by the help of affordable micro packaging of size small as 100g. This will be the smallest container that should be available among the customer because tinier than this package can affect the brand image of Nestle which is the last thing Nestle company want to do. Premiums Premium is used in a way in order to associate our product with real use product needed by segment we are planning to target. Since here for Nestle fruit yogurt we are targeting premium segments youth who are really conscious about their health we can offer them some diet free sugar product. Coupon Other kind of consumer attraction tactics that usually comes when some new product is launched is the Coupon Tactics. Here with Nestle fruit yogurt we can plan to give some consumers who are winning lucky draw, a free gym coupon to some posh area gym. Cost Cost allotted with promotional strategy will be less only as company will be targeting more of awareness and less of sales. Therefore company will be stressing more on advertisement and less of promotion which appears from the budget itself which allots $10000 only for promotion activities. Personal Selling In the initial stage company is not planning to sell its product the personal selling as this will reduce the companys brand image which is really good considering the international brand image of Nestle. Other Promotional Method Promotional strategy which Nestle is planning is already mentioned. As of now, Nestle fruit Yogurt product will not be experimented using some strange and innovative promotional technique. May be it can work Nestle will not be taking risk in UAE market. Distribution from Origin to Destination Mode of Distribution Nestle like all of its dairy product will prefer roadways mode of transportation. It will distribute its product to the wholesalers and retailers through Nestle Van which will have freezing facility available with it. Products are of lesser expiry date therefore it will be preferable for Nestle to have its own distribution system to avoid delayed delivery. Packaging Marking and Labeling Regulations Usually, on any package, many kinds of labels are used. Many may include product certifications and trademarks and the food authority approvals. In order to utilize full use of packaging, it is suggestible to publicize the health benefits related with Nestle fruit Yogurt through labeling. Containerization To avoid piracy and ease operational requirement company should always use bar codes, identification and RFID numbers. This should be done for trouble-free shipment tracking of the goods. Another related important aspect which needs to be considered is the container standards. It should be of international standard. Costs Packaging use a significant portion of total cost related with a product. For example, in Dairy Product industry, packaging cost may be as high as 30% of total cost. Whatever be the case company should try to reduce this cost as much as possible. Following international standard of hygiene and maintain a premium quality forces price to increase to go beyond the limits. Therefore company should try to use some beneficial strategy to reduce the packaging cost to be as low as 10% of the product in long term. Price Determination Transportation Cost It will be there as always but usually depends who is going to bear this charge company, wholesaler or retailer. Here it will be borne totally by wholesaler only. Wholesaler will need something in order to take this cost and keep making profit. Therefore company is giving hefty commission to the wholesalers @ 13.5 %. Handling Expenses Handling expense for making the product to reach on board to fulfill the requirement of FOB will be borne by company itself. This cost will be included in other miscellaneous cost. Whole and Retail Mark Up and Discounts Product Cost Percentage of Cost Fruit Yogurt Cost(650 ton) $   1,100,000.00 72.7% Packaging Cost $ 110,000.00 7.3% Selling Expense $ 85,000.00 5.6% Advertising Expense $ 120,000.00 7.9% Distribution Expense $ 93,000.00 6.1% Misc Expense $ 5,000.00 0.3% $   1,513,000.00 Selling price(Profit Margin 8.7%) $   1,644,631.00 Final Price AED price Product Cost $ 1,513,000.00 AED 5,555,736.00 Selling price(Profit Margin 8.7%) $ 1,644,631.00 AED 6,039,085.03 Selling Quantity we are targeting (Ton) 650 Company Price Selling price per ton $ 2,530.20 AED   9,290.90 Selling price per Kg $2.53 AED 9.29 Selling price per 250g Pack $0.63 AED 2.32 Selling Price per 100g pack $ 0.025 AED 0.09 Wholesale Price (@13.5% WS Commission) Selling price per Kg $2.87 AED 10.55 Selling price per 250g Pack $0.72 AED 2.64 Selling Price per 100g pack $0.03 AED 0.11 Retail Price (@13% Retail Commission) Selling price per Kg $3.25 AED 11.92 Selling price per 250g Pack $0.81 AED 2.98 Selling Price per 100g pack $0.03 AED 0.12 (Statistics, 2003) Pro-formal financial Statement and Budget Introduction In this plan we are going to study detailed financials about the Nestle Yogurt Product. The product financial will include product costing and product pricing for the UAE market. Most of the pricing we are doing in $ terms and at last we are converting them in AED terms. Marketing Budget Advertisement/Promotion Expense Advertisement TV Advertisement $40,000.00 AED 146,880.00 Newspaper Advertisement $20,000.00 AED   73,440.00 Kiosk Advertisement $10,000.00 AED   36,720.00 Magazine Advertisement $20,000.00 AED   73,440.00 Banners $10,000.00 AED   36,720.00 BillBoards $10,000.00 AED   36,720.00 Promotion $10,000.00 AED   36,720.00 Advertising Expense $ 120,000.00 AED 440,640.00 Distribution Expense Distribution Cost Store Payroll $ 20,000.00 AED 73,440.00 Store Management $ 10,000.00 AED 36,720.00 Rent $ 10,000.00 AED 36,720.00 Utilities $ 10,000.00 AED 36,720.00 Depreciation $ 10,000.00 AED 36,720.00 Repair $ 20,000.00 AED 73,440.00 Maintenance $ 13,000.00 AED 47,736.00 Total Distribution Expense $ 93,000.00 AED 341,496.00 Product Cost Processing Milk to Yogurt cost Raw product Milk(600 ton) $800,000.00 Processing Variable Cost Sugar Stabilizers Fruit /Flavors Bacteria Culture Fuel Total $200,000.00 Processing Fixed Cost $100,000.00 Final Yogurt product(620 ton) $    1,100,000.00 Product Cost Percentage of Cost Fruit Yogurt Cost(650 ton) $   1,100,000.00 72.7% Packaging Cost $ 110,000.00 7.3% Selling Expense $ 85,000.00 5.6% Advertising Expense $ 120,000.00 7.9% Distribution Expense $ 93,000.00 6.1% Misc Expense $ 5,000.00 0.3% $   1,513,000.00 Selling price(Profit Margin 8.7%) $   1,644,631.00 Final Price AED price Product Cost $ 1,513,000.00 AED 5,555,736.00 Selling price(Profit Margin 8.7%) $ 1,644,631.00 AED 6,039,085.03 Selling Quantity we are targeting (Ton) 650 Company Price Selling price per ton $ 2,530.20 AED   9,290.90 Selling price per Kg $2.53 AED 9.29 Selling price per 250g Pack $0.63 AED 2.32 Selling Price per 100g pack $ 0.025 AED 0.09 Wholesale Price (@13.5% WS Commission) Selling price per Kg $2.87 AED 10.55 Selling price per 250g Pack $0.72 AED 2.64 Selling Price per 100g pack $0.03 AED 0.11 Retail Price (@13% Retail Commission) Selling price per Kg $3.25 AED 11.92 Selling price per 250g Pack $0.81 AED 2.98 Selling Price per 100g pack $0.03 AED 0.12 Other Cost Misc Expense $ 4,000.00 Pro forma annual profit and loss statement (Profit year) Profit And Loss Statement AED Income Revenue $   1,644,631.00 AED 6,039,085 Expense Cost of Goods Sold 800,000.00 AED 2,937,600 Processing Variable Expense 200,000.00 AED 734,400 Processing Fixed expense 100,000.00 AED 367,200 Packaging Cost $ 110,000.00 AED 403,920 Selling Expense $  85,000.00 AED 312,120 Advertising Expense $ 120,000.00 AED 440,640 Distribution Expense $  93,000.00 AED 341,496 Misc Expense $   5,000.00 AED   18,360 Total Expense 1,513,000.00 AED 5,555,736 EBIT $ 131,631.00 AED 483,349 Interest $  55,000.00 AED 201,960 EBT $  76,631.00 AED 281,389 Tax @ 20% $  15,326.20 AED   56,278 Net Income $  61,304.80 AED 225,111 (Ng, 2007) Resource Requirements Introduction Whatever is the marketing plan, until and unless you are not getting your Resource requirement fulfilled, you cannot start a business. This section, we will study about the way the company will be able to get its resources right. Finances Usually Company gets its finances from either debt or equity or through some stake acquisition by some other firm. It will be totally dependent on cost of capital of raising money from the market and cost of debt of raising money from debt. We are assuming to have overall cost of capital as 5%. The launching project will include total requirement of 1.1 million out of which company can plan to have 6 million as debt and 5 million as equity. Personnel Any firm while expanding or launching a new product will require some Personnel. The company should be ready with kind of skills portfolio which company will need for its operation. There can be many skills portfolios which company can look into while planning for the launch of new product like: HR personnel Marketing Personnel Finance Personnel Operation Personnel Sales Personnel Labors Machine specialists Distributor personnel Depending on the scale which we are launching, Companys requirement will be decided. For the 650 tonnages of requirement company will need as per follows: Marketing 60 Sales 600 Operations (including distribution and packaging) 1200 Finance 10 Human Resource 40 Information Technology 5 Production Capacity Production capacity should be planned as per companys aim of expanding in future. As per seeing Nestlà ©s trend of expansion plan in other countries, we can assume following as companys capacity requirement in future. First year 650 tonnages Second Year 900 tonnages Third Year 1050 tonnages Fourth Year 1200 tonnages Fifth Year 1400 tonnages Nestle should have production capacity accordingly. Conclusion As we can see from the analysis, we can conclude that the launch of Nestle Fruit Yogurt in United Arab Emirates will be a sure success. Estimated Income statement of very first year is showing Net Income of