Cooperative Learning (Education) Essay Example | Topics and Well Written Essays - 1000 words

Cooperative Learning (Education) - Essay Example Every person perceives and processes the acquisition of knowledge in different ways and these preferences can be described as unique learning styles. Thus learning is transformed into awareness to the learner who recognizes their own preferred mode of learning and assistance being given to develop a learning catalog through several experiences combined with alternative modes. The 4MAT system of learning developed by Bernice McCarthy can be identified as Innovative learners wherein this type of learners is primarily interested in personal meaning. They require reasons for learning, reasons that enable connection between acquired information and personal experiences combined with this application to every day life. Instructional modes that are effective with such kind of learners are through Cooperative learning, brain storming sessions and integration of content areas. The next kind is Analytic learners who are primarily interested in acquiring details thereby intensifying their understanding of concepts. The analytic learners gain knowledge through Lectures, research analysis of data and listening to ‘the experts’. The common sense learners prefer to investigate in the working of things. Experimental learning activities utilizing hands on missions are best suited for them. Dynamic learners are more interested in self directed discovery. They follow their own intuition and seek to teach others as well. Independent study combined with simulations and role play proves to be effective style of learning. There are various techniques of imparting knowledge to the entity who acquires knowledge. Cooperative learning is a teaching technique wherein small teams involving the students of different levels based on their ability utilize numerous learning activities in order to improve their comprehension of a subject. â€Å"Cooperative learning exists when students work together to accomplish shared learning goals.† (Johnson, 1999). Every participant of the team is

Contribution of Functionalism Essay Example for Free

Contribution of Functionalism Essay Functionalists believe that everything in a society contributes to the wellbeing and running of society, e.g. the government, the family, education etc. functionalists are concerned with the role of education within society, Durkheim and Parsons have identified 4 basic functions of education; passing on societies culture – this creates a consensus of shared norms and values. Education also provides a bridge between particularistic values (judging particular individuals values) and ascribed status of the family (fixed by birth) and the universalistic values (judging according to abstract set of standards). Education provides society with a well-trained and qualified workforce. Finally Education selects and allocates people to roles in a meritocratic society and legitimizes social inequality. Functionalists believe that education benefits society as a whole, however Marxists argue that education benefits the ruling class, while feminists see it as benefiting men. The idea that education passes on society’s culture is criticised by Marxists, seeing education as promoting the values of power groups/ruling class. Hargreaves believes that education promotes competition and individualism rather than shared values. If education does provide a bridge between particularistic and universalistic values that education should promote social solidarity – however education can be divisive because the hierarchy of schools and universities can separate class. Education is meant to select the most appropriate people to do particular jobs, however other factors apart from qualifications influence the labour markets (e.g. social contracts), therefore promoting social inequality as a great deal of research shows that class, gender and ethnicity influence achievement, making the labour market unequal. Parsons also argues that schools provide a secondary socialisation. It teaches that relationships in society are based on what people can do for us and what we can do for them; it provides a form of social control and social solidarity, children learn deferred gratification whereby we can’t always g et what we want when we want it. Education also provides a transmission of culture values. Davis and Moore argue education ‘sifts and sorts’ students out – some in different sets and leaving school at different times decides which jobs they end up doing and what class they are in. sifting and sorting can be done through banding and streaming students in to sets, and also through examination. Both Marxists and feminists see that schools play a major role in an excuse of social inequality; the both show an interest in structural relationships of education and different parts of society e.g. the economy. Both prospective see the education system contributing a powerful influence on social solidarity. Marxists believe that the education system serves capitalism and keeps classes divided through banding and streaming. Education serves the needs of society according to functionalists, however Marxists believe that it teachers children to be submissive, through social control and the hidden curriculum. According to functionalists education explains social inequality, whereas it is argued by Marxists that education serves to justify a person’s class position and say that is can be blamed on the individual rather than the unequal structure of society. Marxists view meritocracy as an illusion. Hasley believes that education fails to offer the same opportunity to lower social classes, as to the higher classes. Furthermore Functionalism provides some good points into the ways in which we understand education; however it fails to see the ‘realism’ of meritocracy and social class inequality. Functionalism relies on the assumption that everyone agrees to the norms and values of society, and that the system is meritocratic and equal to all within it.

Six Sigma Methodology of Engine Overheating

Six Sigma Methodology of Engine Overheating Problem The Six Sigma is methodology for continuous improvement of process quality, operational excellence and minimizes defects by keeping in mind of customer requirements. The six-sigmas aim is to achieve 1.28 process capability per million opportunities in production, design of product and in administration of products. Adaptation of six sigmas in industry can lead to unrealistic improvement. In this paper the author depicts the use of six sigma methodology for eliminating an engine overheating problem in an automotive industry. Its also explores how company can use that methods and move toward six sigma quality level. The DMAIC (Define Measure Analyze Improve Control) method used by the author to solve an underlying problem for process variation and high rate of defects. After implementing this technique, the author found sand fusion and metal penetration were responsible for jamming the cylinder head. Hence implementation of method results into a reduction in the jamming problem observed in the cylinder head and increased the process capability from 0.49 to 1.28. This improvement had an significant impact on financial statement saving ($US110000 per annum). Â   Â   Process Figure 1: Process mapping for cylinder head core making In this case study the main objective was to reduce of water jacket- passage jamming in the cylinder head of an engine. This problem was tackled by six sigma DMAIC methodology. The cylinder head is the cast product used to produced high power that is produced at the bottom surface of the cylinder head and subjects to high heat and vibration. The water jacket passage is a complex passage for water circulation around the engine. The major problem was jamming the water jacket passage leading to customer dissatisfaction. The root cause of this defects has been identified as sand fusion and metal penetration during casting. Sand fusion defects are held by high temperature molten metal fuses with the mould and core. Metal penetration is due to porosity remain in the cores. Thus, it occurs in 13 location as shown in figure 2. Figure: -2 Location of water jacket jamming The main focused on the following process to enhance the customer satisfaction and reducing COPQ (cost of poor quality) from 0.194 defects per unit (DPU) to 0.029 DPU. Sand preparation Core making process Wash preparation and coating After that authors, have been used DMAIC tool to reduce defects and improve the quality of the product. Each stage of DMAIC (Define, Measure, Analyse, Improve and Control) is explained below. Figure: -3 Five step methodology of six sigma The Define Phase: This is the first step of the DMAIC in which project goal, scope, boundaries and customer requirement are defined. The projects team member includes a champion, a black belt, a green belt and two graduate engineer. Furthermore, the team member asks certain question in charting sessions such that what is wrong in the production of the cylinder head casting? where is the problem? How big is the problem? What is the impact of the problem. The team make sure that these points should be been investigated prior the measure phase. The main goal of this projects was to reduce defects from 0.194 to 0.029 DPU, which immensely decrease in the cost of poor quality. After this the team conducting destructive test on cylinder head and identified root causes and performing brainstorming to an conclusion that the jamming was due to sand fusion and metal penetration. They also conclude that the major roots cause was the porous core. The main focused on the following process to enhance the customer satisfaction and reducing COPQ (cost of poor quality). Sand preparation Core making process Wash preparation and coating The measure phase: In this phase the teams select one or more products specification, mapping the process, making necessary dimensions and establishing a baseline of the process capability or process performance. This will identify all the value and non- value added steps, key process inputs and outputs. After mapping the process the team member proceed to analysis the causes of defects using cause and effects diagram shown in figure 4. Figure: -4 Cause and effect analysis of the porous core Table 1 Causes and effect matrix Its shows thats the process variables affecting the porous core were sand leakage, blow pressure, the AFS number of the sand, the gap in core box and vent choking. After identifying that contribution of porous core is over 80%, they create cause and effect table 1 showing customer needs with respect to process characteristic that are critical to customer. The next step was to define performance standards according to customer demands. A data collection plan has been establishing to track the project output and standard setting exercise. To identify the source of variation in the measurement system a gauge repeatability and reproducibility (RR) study was conducted. Its necessary to redesign the gauge to train operator how to use new gauge and read the gauge instrument and suitable fixtures were used to help the operator for more consistency. This system is used when there is variability less than 10% od the total process variability. This study is performed to check the accuracy of the workers operating the machine. Table 2 Result of gauge RR Study Thus, the result shows that variation is 6.08% which implies the measurement system acceptable as show in table 2. From the data Cpk value is estimated to 0.49, hence it is clearly indicated that the process performance is poor and improvement needed. The analysis phase: In this phase the first step is to gather data from the process to obtain a better picture of the depth of the porous core under different conditions. Later no the data that are factor affecting are being collected over a period of 36 days from different shits as shown in table 3. This data is further analysed to determine the relationship between process parameters direction of improvement. Table 3 Factors affecting response before improvement The passage jamming tendency relation to location is shown in the figure 5 with the help of Pareto chart. This has been drawn on the bases of day to day monitoring and recording the passage jamming at 13 location were arranged in descending order on X axis of the Pareto chart. Figure: -5 Pareto chart to show location wise jamming tendency The main aim of the project team to enhance the process capability by reducing variation in the process. A regression analysis is performed to determine the significance of process parameters. According the table 4. The variation P values less than 0.05 to 0.01 that are sand leakage, bulk density, and vent choking ratio are need to be further optimised and controlled. Table 4 Result of regression analysis for process parameters The improve phase: In this phase using three process parameters sand leakage, bulk density, and vent choking ratio are identified from the analysis phase. Sand leakage When the door half and the ram half were closely packed due to misalignment of the two halves at that time sand was coming out of the core box, after this the two halves were properly aligned and packing were used to seal any opening ends. The parameter may be varied from 10 to 30g/blow. Bulk density The required bulk density of core sand is between 1.78 and 1.95 g/cm3. To increase the bulk density iron oxide and mill scale was added, the iron oxide composition was accumulated to 3% to realize the required bulk density and to improve the high-temperature thermal properties of the core sand. Mill scale addition of 1.5 % additionally helped to extend the density and thermal conductivity of the sand. Vent choking This has been considered one of the serious problems posed by the foundry men. The resin used for the core sand blocked the gap of vent by sticking during the curing process. This results in the occurrence of porous core because from the core shooter air cannot escape out of the core box and only 30 vents were blocked out of 52 vents. Thinner was used to clean this vents. This cleaning was increased from once to twice a week during each shift break. The following steps were taken to control the process. AFS number Proper care was taken of sand so that only sand grain of 65-70 reaches the hopper of shell core machine. Blow Pressure The pressure gauge was checked to maintain blow pressure range of 4-4.5kg/cm2. Baume of wash According the specification standards (52- 56 Be) the was regularly checked. Fin thickness Using corrective maintenance, the fine thickness of range 0-0.85 was brought. Design of experiment (DoE) was conducted using three process and each process was studied at different levels. To have sufficient degree of freedom each trial condition was replicated as shown table 5 the results of the experiments shown average depth of porous core. Hence, the average depth of porous core was 1.25mm. The figure 6, 7 depicts the main effect plot and the interaction plots to relate this it was decided to construct a normal probability plot of effects. Figure shows 6 the main effects were statically significant at 10% level as well as figure 7 suggest light interaction between vent chocking and sand leakage. From figure 6 it seen that the optimum level of the process parameters for minizine all three defect. Thus, the average depth of the porous was computed to be 0. 80mm. Hence, process capability was improved from 0.49 to 1.28. Table 5 Result of full factorial experiment Figure: 6 Main effect plot for the depth of the porous core Figure: 7 Interaction plot showing the interactions among the process parameters The control phase: In this phase the extensive programme was conducted for the case study. Process sheets and control charts were made to take preventive action before the process went outside of control limits. A complete data base was prepared and proper monitoring of process help to detect and correct the signals before they result into customer dissatisfaction. run charts for the depth of porous core were drawn before and after improvements. The purpose of the run charts was to analyse variability in the porous core. Figure 8, 9 shows all the point are in the specification and that variability in the porous has been reduced. Figure: 8 Run chart for the porous core before improvement LSL, Lower specification limit, USL, Upper specification limit. Figure: -9 Run chart depth of core after improvement Table 6 Comparison before and after improvement based on key metrics As shown in table 10 the comparison before and after improvement the depth of porous and various systems has been improved and control by six sigma. If I were the project leader: In this case study, Brainstorming 5 why SIPOC 5S I would like to use all tools. In first step when team is made, it made by only team member so I would like to take one or two members from outside the plants and who are not from this field. By doing this there may be chance to get different ideas from them. Here author did detail study of whole process and found the reasons of problem and best possible solutions. After collecting data, I would suggest team members to find root causes by doing brain storming and also using Ishikawa Diagram. One the other important tool that authors didnt use that should be used is VSM (value stream map) through which we can easily find bottleneck of the process. I would also have used Poka -Yoke (error proofing) tool to easily find error and controlled production of incorrect parts. Just to apply Six sigma is not sufficient to improve process of product but also maintain the quality is one of the important things in any industry. So if I were the in charge of the project I would suggest to sustain the improvements and motivate team to find more better ways of handling problems.

Woody Guthrie Essay -- Biography Biographies

Woody Guthrie   Ã‚  Ã‚  Ã‚  Ã‚     Ã‚  Ã‚  Ã‚  Ã‚  Woody Guthrie, born Woodrow Wilson Guthrie, was born in Okemah, Oklahoma in 1912. When he was 16 he began to travel around the United States (Feather 428). He had a great love for music and soon began writing his own songs about the Great Depression and the treatment of the migrant workers, who were forced to move west because of the Dust Bowl.   Ã‚  Ã‚  Ã‚  Ã‚  His music greatly influenced many people across the country. However, Woody never let the fame go to his head.   Ã‚  Ã‚  Ã‚  Ã‚  Ã¢â‚¬Å"When Woody Guthrie was singing hillbilly songs on a little Los Angeles radio station in the late 1930’s, he used to mail out a small mimeographed songbook to listeners who wanted the words to his songs, On the bottom page appeared the following: ‘This song is Copyrighted in U.S., under Seal of Copyright # 154085, for a period of 28 years, and anybody caught singin it without our permission, will be mighty good friends of ourn, cause we don’t give a dern. Publish it. Write it. Sing it. Swing to it. Yodel it. We wrote it, that’s all   Ã‚  Ã‚  Ã‚  Ã‚  we wanted to do.’†(qtd. Pete Seeger www.geocities.com/Nashville/ 3448/guthrie.html) Woody was very passionate about his causes. He felt very strongly about the mistreatment of the migrant workers, probably because he was himself an â€Å"Okie†. His works served as inspiration for musicians like Bob Dylan and Pete Reeves 2 Seeger and not to mention â€Å"countless, less-famous others† (www.geocities.com/Nashville3448 guthrie.html) ...

Langston Hughes Essay examples -- essays research papers

The period of the Harlem Renaissance was a time of great change and exploration for African Americans . It was during this point in the early twentieth century that African Americans were exploring their cultural and social roots. With the rapid expansion of a cohesive black community in the area, it was only a matter of time before the finest minds in Black America converged to share their ideas and unleash their creative essences upon a country that had for so long silenced them. In the midst of this bohemian convergence, many notable figures arose who would give a new voice to African Americans. With such great notables as Countee Cullen, Jean Toomer, Zora Neale, and James Johnson, mainstream American now had a unique window into the plight of African Americans all over the country. One individual though stands out as one of the most prominent figures of the Harlem Renaissance. Langston Hughes defined himself by his ability to pursue the true essence of â€Å"black folk† a t a time when black identity, culture, or art was considered an oxymoronic concept. Hughes sought to explore the true identity of Black America even amidst criticism that his work was anti-assimilationist in its literary expression. Wallace Thurman, one of Hughes’ closest friends had this to say about the poet’s subject matter: â€Å"He went for inspiration and rhythms to those people who had been the least absorbed by the quagmire of American Kultur, and from them he undertook to select and preserve such autonomous racial values as were being rapidly eradicated in order to speed the Negro’s assimilation.† ( Bloom 161) To many black critics, including Thurman, the subjects of Langston Hughes’ poetry exposed an aspect of the black culture that, according to Countee Cullen threw wide, â€Å"every door of the racial entourage, to the wholesale gaze of the world at large (Bloom 152).† Hughes was a lover of his people and sought to explain and illuminate the Negro condition in America. He created works of literature that were distinctively Negro in their elements: Without repudiating the Americanness of the Afro American, he defined how a work of art by a black American can be Negro, the artist’s Americanness notwithstanding†¦..The black artist stands a good chance of capturing the Negro soul if he looks for his material not among the â€Å"self-styled â€Å"hi-class† Negroes,† but among â€Å"the low down folks†, the ... ...gston Hughes manifested itself in â€Å"The Weary Blues†. Hughes wrote the poem to be played to music and it was performed with an accompaniment of jazz in the background. The flow of the poem is in tune to a blues beat. It incorporates the slow mellow mood of the blues and its easy free flow of thought. The poem captures the essence of sadness and melancholy that is attributed to the blues. Hughes writes about observing a piano player as he plays the sweet blues in the night: â€Å"He played that sad raggy tune like a musical fool Sweet blues! Coming from a black man’s soul. O Blues!†   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  (Norton 1733) â€Å"The Weary Blues† captures an important element of the black identity, that of its music and the soul which is put into its expression. The poem captures that soul of the black man as he wails a mellow tune to the beat of a blues rhythm. Langston Hughes established himself as the poet laureate of Harlem. He served as the voice of the downtrodden, as well the elite in black culture. The criticism that he once received is now praise as his influence is manifested in the affirmation of the black identity.

The Rise of Autism

â€Å"In February 2007 the Centers for Disease Control and Prevention revised the prevalence figures for ASD to one in every 150 individuals† (Richard, 2008, p. 26). There are many theories for this increased incidence. One factor discussed is the ability to finally fully diagnose the disorder. Since the increased awareness of autism, scientists have been busy researching and modifying the diagnostic criteria for autism. Correctly diagnosing is a very important step in helping children improve skills that are affected by autism. The other factors discussed are the general developmental disorders that take place during early childhood. There are many possible factors, such as vaccinations and genetics, that have led to the rise of autism and because of this rise funding for autism research has increased tremendously, as has the cost of treatments. Autism used to be a low incidence disorder now it is one of the fastest growing developmental disabilities in the United States. There is still not one explanation for this sudden change in history, but scientists are getting closer and closer to the answer everyday. Since scientists have discovered a diagnosis for autism, they have been able to better understand autism and the possible causes for its existence. Proper diagnosis has been a huge factor in the rise of autism, but that still doesn’t mean the cause of autism is not important. There is a reason for this rise and finding the cause is the only way scientists are going to be able to prevent this increased incidence from growing in the future. One possible factor that scientists are researching is environmental toxins. Evironmental toxins have been a long suspect for the cause of autism. There are many ways that children can be exposed to these toxins. Children could be exposed even before birth, during excessive ultrasounds and even electronic devices. One scientist conducted a study on the drug terbutaline, a drug used to stop pre-term labor in pregnant woman. He found a direct correlation in the continued use of terbutaline and the increased likelihood of autism among twins (Patel & Curtis, 2008, p. 83). This is just one study that has been proven to show a link between environmental toxins and autism. Mercury is another issue that has been researched. Mercury has been put in the air through coal-fired power plants, as well in vaccines. Mercury and other chemicals have been shown to alter the normal development of the brain during fetal development in the womb and during early childhood development (Kirby, 2005). Findings have indicated that many children have a metabolic impairment that reduces their ability to rid their bodies of heavy metals and other toxins (Wallis, 2008). This suggests that there is some link between the two, environmental toxins and autism, even if toxins are not the sole cause of the disorder. Another possible factor is nutritional problems among autistic children. Autistic children have significantly low levels of nutrients in the hair, blood and other tissues. Along with the lack of nutrients, they usually have low levels of magnesium, zinc, selenium, vitamins A, B-complex, D and E, omega-3 fatty acids, and carnitine (Patel & Curtis, 2008, p. 82). Therefore, this proves that nutritional deficiencies is a common problem among autistic children and may link scientists to a possible cause. Another issue scientists have found in autistic children deals with the allergies towards gluten and casein. Gluten is a protein found in wheat and other grains and casein is a protein found in dairy products. Scientists have found that children who have allergies to gluten and casein experience odd behaviors. If an autistic child would eat either of these two substances it would send them into hours of disturbing behaviors (Simontacchi, 2008, p. 10). Scientists have found because of this study that children that are a gluten-free and casein-free diet, they do not experience as many tantrum behaviors. This also helps support the fact that nutritional problems can cause autism. The last possible factor discussed is the possibility of genetics and its connection to autism. Most scientists believe that genetics is one of the major causes for autism. There are many findings that have led scientists to believe this is true and one of these is simply because this disorder has been known to run in families. Studies have shown that if one child is autistic, his or her sibling has a three to six percent chance of being autistic as well. Identical twins have a much greater probability of being autistic than fraternal twins (Merriman, 2008, p. 8). This is more than enough evidence to show that there is a connection between genetics and autism. Scientists have also discovered a variety of genes that have showed signs that link to autism. Scientists are still not positive which gene has more of a connection with autism, but they definitely have found a relation between the two. One of the areas that researchers in the Autism Consortium have identified is the 25-gene area on chromosome 16 that when duplicated or deleted could account for a small percentage of autism cases (Merriman, 2008, p. 18). Scientists have uncovered a lot of new evidence to support the connection between autism and genetics. The rise in autism has increased funds for autism research tremendously. Since scientists have been able to fully diagnose autism, government involvement has grown immensely. There have been many new foundations introduced to help research for autism. One of the many include The Autism Research Foundation, which is a nonprofit, tax-exempt organization dedicated to researching the neurological underpinnings of autism and other related developmental brain disorders (Chmura, 2008). The Autism Research Foundation has a big impact on the future for autism research. A recent news release in April 2008 stated that, â€Å"The FY08 Defense Appropriations Act provides $6. 4 million for the Department of Defense Autism Research Program to improve the lives of individuals living with autism spectrum disorder now† (Chmura, 2008). This contribution has been an enormous help in the funding for autism research. The rise of autism has also caused an increase in cost for the families of the autistic children. Families of the autistic child spend thousands of dollars on treatment. Most of this money families spend is just trying to find the right treatment for their child because not all treatments work for the same for every child. New technology has also been a factor in the increased cost for autism treatments. Not only is the cost of the treatments expensive so is the cost of screening and diagnosis. Many groups have started grant programs to assist those families with an autistic child who are in financial crisis. One of these grants is brought by the National Autism Association. Families who live in the United States with a child, no older than age eighteen, on the autism spectrum may qualify for the grant. The maximum dollar amount one can request is $1,500. This money is to only be used for biomedical treatments, supplements or therapies for the child (â€Å"CDC study†, 2007, p. 6). These grant programs will be a huge help for families who are struggling to pay for these expensive treatments and screening tests. Scientists are still in the process of finding the exact cause of autism. One day scientists may finally be able to find a cure and put an end to this rise of autism children. Knowledge of autism has come a long way since the first diagnosis of autism and hopefully that trend continues into the future. Diagnosis has been a very important part in helping autistic children improve their skills as well as helping scientists better understand autism altogether. Now scientists have a lead in the possible factors like environmental toxins, nutrition, and genetics. Once the pieces are put together, scientists will finally be able to control and hopefully put an end to the rise of autism among children in the United States. Reference http://www.time.com/time/health/article/0,8599,1821595,00.html

Marketing Report – Baskin-Robbins

The purpose of this report is to investigate the possible approach of a new market segment with a new offer by the American ice cream manufacturer Baskin-Robbins. 1. 2. Scope The report will refer both to the characteristics of the targeted market segment, as well as to the features of the new product that will make him accepted by the target clients.1. 3. Methodology Secondary research was used in order to build the information base necessary for the development of the present report. Various academic studies, newspaper articles, company reports and websites have been explored.In order to develop the marketing proposal, both analysis of available information, as well as creative use of observed market patterns were the other methods used in writing the paper. 1. 4. Limitations Due to limited access to well developed ice cream market studies (that might amount up to $3000) the information used as base for analysis on are rather basic. Also, the present report is limited by its word c ount of +/-2200 and is written individually. 1. 5. Assumptions It is assumed that the information found during secondary research is accurate. 1. 6. BackgroundThe present report will firstly focus on defining the targeted market segment and motivating why it should be taken into consideration. Following, the characteristics of the new product will be presented and recommendations on its introduction on the market will be given. The 4P marketing model is used in constructing the image of the new product. 2. NEW PRODUCT DEVELOPMENT 2. 1. Market segment characteristics Ice cream is a product that makes no discrimination. Everybody loves it and it can be found in more than 93% of American households (Geisler, p. 1).Historically, ice cream’s constant consumers are children, and for years they have been the main target of manufacturers (Barrette, p. 1). Households with children sum up to 34% of total ice cream consumption, as compared to the lower 20% level reached by the household without children consumption. Nevertheless, U. S. Census Bureau predicts a declining trend in youth population for the next years, which will make producers upgrade their strategies in order to start reaching more intensively the adult consumers. There are different patterns of ice cream consumption between children and adults.As commented by Marty Hogan, director of brand management, Ben & Jerry’s Homemade Inc. , South Burlington, Vt. , â€Å"parents know that children will be perfectly satisfied with a big gallon tub of air-whipped ice cream, but mom and dad are also sneaking that Ben & Jerry’s [premium and super-premium ice cream] and putting it in the back of the freezer for themselves†. Laura Hindulak, director of marketing with Pierre’s French Ice Cream Co. , Cleveland, Ohio, seems to agree with the same statement, when she ads that â€Å"the majority of [adult] consumers are looking for truly rich and indulgent premium and super premium ice cream s.[†¦] When the choice is for full-fat, regular ice cream, consumers are willing to forgo calorie-counting and enjoy the rich, great taste that the higher butterfat flavors offer† (Cook, p. 1-2). The American ice-cream market knew sales of slightly more than $21. 6 Billion in 2005 and it is forecasted to reach about $24 Billion by 2008, after it knew a 24% growth between 1998 and 2003 (Rea, p. 1). The ice cream market is led mainly by four manufacturers, summing a little over 40% of its sales. These companies are: Unilever, Ice Cream Partners USA, Dreyers Ice Cream and Blue Bell Creameries.About 18% of sales are represented by the private label products, regional and local companies summing up to the remaining 40% of sales. (Geisler, p. 2) Divided by states, California leads the way in ice cream and frozen dessert production, Indiana, Pennsylvania, Texas, Ohio, New York and Minnesota being the other leading producing states. (Geisler, p. 2) The target market segment chous ed in this paper is represented by the Hispanic young adult population, especially between 21 and 35 years. The choice of this specific segment is due to some very important demographic and consumption data:— As of July 1, 2005, the population of Hispanics within the USA is estimated at 42. 7 million (US. Census Bureau), meaning an important market in possible consumers, that is already taken seriously into account by American producers. — Hispanics are also the fastest-growing minority group in the U. S. Between July 1, 2004 and July 1, 2005 a 3. 3% growth rate has been registered within the Hispanic population by the US. Census Bureau. This offers a sure future distribution market for the products created especially to respond to their needs.— Siboney USA, a New York-based advertising agency comments that about 70% of the entire American Hispanic population resides in six states. This can make the task of better targeting and reaching the segment a lot easier. The graph hereby presents this division of Hispanics into states. — Median age of Hispanics was 27. 2 years vs. 36. 2 years for the population as a whole in 2005 (US Census Bureau), meaning: a young population opened to new products and ideas. — Hispanics tend to consume more soft ice cream compared to the other non-Hispanics: 44 vs.37% (Banerjee A, p. 1), meaning that the rate of per capita ice cream consumption within Hispanic population is higher than for non-Hispanics. Consequently, if a product will respond to the needs of this category, it would register higher sales volumes than one that would respond to the needs of non-Hispanic population. — Hispanics tend to prefer Latino flavors: as commented by Haagen-Dazs General Manager of company’s Minneapolis location, Dawn Uremovich, the â€Å"Dulce de leche† flavor is the second most popular of the company, after vanilla.â€Å"This came from our South American market, where dulce de leche is a p opular dessert† he comments. (Hall, p. 1). This might be just the needed precedent showing that products that bring that homely feeling to the Latino population, register higher sales volume within it. 2. 2. The new product 2. 2. 1. Product Based on the demographic and consumption related information presented above, we will recommend the development and introduction on the market of a Hispanic flavored ice cream – â€Å"Sabor latino†, that will for sure interest its target segment: ice cream containing a center of Latin-traditional alcohol.The ice cream base should be vanilla or chocolate – as they continue to be the two most sold flavors in the USA (Phillips, p. 1) – already flavored with the specific alcohol. Taking into consideration the most important origins of Hispanics, drinks from their respective countries should be taken into consideration: tequila (directed especially to the Mexican origin population that sums up to 64% of total Hispanic origin population in the US – see Graph above), and rum (mainly for the Puerto Rican and Cuban population).Depending on how well received by the market the product will prove to be, future flavors like Brazilian Caipirinha and Cuban Mojito might enter on the market. 2. 2. 2. Promotion Studies show that product names and advertising in Spanish are more appealing to the Hispanic population (Accetta Smith, p. 1-2). This is also the motivation for choosing the name of the brand â€Å"Sabor latino† – â€Å"Latin flavor† that would come (at least at the beginning) with the two options – tequila and rum.The regular channels of promotions should be used, with a higher focus on the regions highly inhabited by Hispanics. As well, advertising, television, in-store point-of-purchase displays should be at least bilingual. Studies show also that Hispanic TV seems to be â€Å"twice as effective and three times more efficient than general market TV at driving Hi spanic sales† (Accetta Smith, p. 1). Therefore, a focus should be established on TV promotion within Hispanic TV channels. 2. 2. 3. PriceAccordingly to US Census Bureau and own analysis, median earnings of full-time, year-round Hispanic workers was lower than for non-Hispanic workers (about 40% lower for Hispanic males and 30% lower for Hispanic women). This is one of the main reasons that it would be recommended for Baskin-Robbins to set a conveniently lower price for this product, as to make it affordable by its target market segment. Even if the product should be design as premium or super-premium, it must be taken into consideration the lower incomes of its targeted market segment, and thus fix a lower price for it, as long as total costs allow it.2. 2. 4. Placement The first destination of the product should be the six American states that concentrate 70% of the Hispanic population presented in the first graphic of the project, using the classical channels of distribution . In a second step, other states that have high percentages of Hispanic population should be reached. 3. RECOMMENDATIONS A necessary step in the introduction of â€Å"Sabor latino† will be to develop various market study and focus groups in order to decide the best concentration of alcohol both in the body of the ice cream and in its liquid center.It must be remembered that features of the product must define it as a premium or super-premium product, in order to easily reach the young adult and adult target population. As presented by the U. S. Dairy Export Council, â€Å"super-premium ice cream tends to contain 16 to 18% milk fat and low overrun (20-50% range), making it a very dense, and ultra-rich quality dessert†. A recommended future destination for the product would be the Mexican market, as well as the other Latin American countries.At is it specified in various articles, Mexico is one of the favorite importers of American ice cream. And for sure, if one product will be designed to reach to their needs, there will be no reason for a successful exporting activity of this new Baskin-Robbins brand: â€Å"Sabor Latino†. The present exports situation is described in the table below. . REFERENCE LIST 1. Terrie Hall (2005) â€Å"Haagen Dazs franchise profile†, Merger Place 2. Koppenhoefer, Katie; Pupillo, Marti (2005) â€Å"Just the facts: ice cream sales and trends†, IDFA 3.Cook, Julie, (2002) â€Å"Adult appeal†, Stagnito Publishing 4. Banerjee, A (2000-2001) â€Å"Characterization of high risk food consumption Practices among the Hispanic population†, FoodNet 5. Rea, Amy C. (2004) â€Å"Screaming for ice cream: a rapidly growing market, ice cream nevertheless faces its share of possible demons. What will be the effect of changing demographics on the frozen treat, and how will manufacturers respond? †, Prepared Foods 6. David Phillips (2002) â€Å"Frozen favorites: Twenty five favored flavors in ice cr eam – Industry Overview†, Dairy Foods7. Sarah Barrette (2004) â€Å"Ice Cream Parlor†, SBDCNet San Antonio 8. Accetta Smith, Pamela (2004) â€Å"Cultural Demand†, Dairy Foods 9. Geisler, Malinda (2006) â€Å"Dairy Products Profile†, AgMRC, Iowa State University 10. U. S. Census Bureau (2004) â€Å"Selected Summary Measures of Age and Income by Hispanic Origin and Race: ASEC, 2004† 11. U. S. Census Bureau, Current Population Survey, â€Å"2004 Annual Social and Economic Supplement† 12. â€Å"Hispanic Americans by the numbers†, by U. S. Census Bureau, Fact Monster – www. factmonster. com/spot/hhmcensus1. html