Scoping report for the earthquakes in New Madrid, and Fulton City, Missouri

Introduction Earthquakes are not a new phenomenon in the U.S.: numerous parts of the country experience them. They are cause stress accumulation in the underground rocks. The accumulation of this stress is a clear indication of the slow but constant movement of the earth’s outermost rocky layers.Advertising We will write a custom report sample on Scoping report for the earthquakes in New Madrid, and Fulton City, Missouri specifically for you for only $16.05 $11/page Learn More These are large sections of which move about earth as tectonic plates. The collision or grinding of adjacent plates leads to stressing of rocks. This stress is then released to the earth’s surface in the form of sudden shifts. Consequently, plate boundaries are the primary breeding ground for earthquakes. Earthquakes have many effects. They can cause deaths, injuries, and damages to buildings and other structures. They may lead to a wide range of long term economic or social impacts. As such, they should be addressed with a proportionate measure of seriousness and concern. Governments should use the past as a lesson on addressing any future occurrences of these disasters. This report examines the scope of the earthquake phenomenon in New Madrid and Fulton city, Missouri. Earthquakes in New Madrid: When did it all begin? The winter of 1811-12 was not an average humdrum winter to the residents of New Madrid. If anyone had been keen to record the events of that season, the manuscript would probably have been rejected as being just too fanciful for compelling fiction. In deed, seismologists call it the greatest release of seismic energy is so short a time ever witnessed and recorded by human beings. A few individual earthquakes have been bigger. In a few instances perhaps they have been more numerous within a short span. However, never so many were so big in so short a time (Braile et al., 1982). The drastic events that took place on December 16, 18 16 indicate that catastrophic earthquakes do not occur in the western [parts of the United States alone. In the last two and half decades, seismologists have come to learn that strong earth quakes that occur in the central Mississippi Valley are not mere events but have occurred repeatedly throughout the geologic past.Advertising Looking for report on geology? Let's see if we can help you! Get your first paper with 15% OFF Learn More This area has come to be known as the New Madrid Seismic Zone (NMSZ) (Pratt, 2009). The zone occupies the southeastern part of Missouri and the southern part of Illinois. The NMSZ consists of a number of thrust faults stretching from Marked Tree in Arkansas, to Cairo in Illinois. Earthquakes that occur in the eastern or central parts of the United States are worse than those of similar magnitude in the western parts. For instance, an earth quake that occurred in San Francisco, California in 1906 had some magnitude of 7.8 measured on the Ri chter scale. It was experienced some 350 miles away in the center of Nevada. However, an earthquake of almost a similar magnitude that occurred in New Madrid on December of 1811 went to the extent of ringing bells in Boston, a city that is 1000 miles away from the epicenter. Such geographical disparities in the east and west are caused by the Rocky Mountains. The large earthquakes, which occur in the region notably, affect the New Madrid Seismic Zone. The closest areas that are also affected by the zone earthquakes are Arkansas, Tennessee, Kentucky, and Illinois (Weznger 213). The southwestern parts of Indiana and the northwestern Mississippi have also declared to receive extraordinary shaking from the region’s strong earthquakes. The latest New Madrid fault system covers an area of 120 miles, cutting across the Mississippi River, as well as Ohio River (Braile et al., 1982). Geology of New Madrid Seismic Zone The New Madrid Seismic Zone is found in the northern region of Miss issippi embayment. The latter is a broad trough full of marine sedimentary rocks that are dated 50-100 million years ago. The top 30 meters of sediment that is in the embayment comprise of sand, silt, and clay. They were deposited by Rivers Mississippi, White, Ohio, and St. Francis. The NMSZ is composed of faults that were experienced when the area currently referred to as North America broke up. This occurrence occurred approximately 750 million years ago (Penick, 2001).Advertising We will write a custom report sample on Scoping report for the earthquakes in New Madrid, and Fulton City, Missouri specifically for you for only $16.05 $11/page Learn More The main cracks formed resulted to the present faults that are found in the zone. The magma that was pushed from inside the rocks came at the surface and formed themselves into igneous rocks. The rift that was formed when the earth was splitting off remained as a region of weakness underneath the earth su rface. Later, yet another unsuccessful rifting trial left the area weaker than before, hence, creating more faults. The second occurrence of unsuccessful rifting occurred approximately 200 million years ago (Pratt, 2009). The reel foot rift was realized because of geological structures that emerged after every rifting attempt. The large rocks that are found underneath the earths surface in New Madrid are feared to be mechanically weaker than most of other parts of North America, due to the past fault that were created. Chart 1. The geology of New Madrid Seismic Zone Source: Tuttle, M., Associates. (2011). ‘The geology of NMSZ’. The underneath weaknesses, together with the effects of stronger rocks, allow the east west condensed forces to reinforce the old faults. Although there are several rifts that are experienced in most parts of North America, not all of them are associated with the modern types of earthquakes that occur in the area.Advertising Looking for report on geology? Let's see if we can help you! Get your first paper with 15% OFF Learn More For instance, the mid-continent rift system that starts from Minnesota and ends in Kansas may not be associated with any earthquake, as other processes may add to mechanical stress on the already existing faults (Braile et al., 1982). Some of the local processes that are suspected to cause earthquakes are downward pulling from underneath rocks that are below the fault. Other incidences include bending of the lithosphere because of continental glaciers melting. The earthquake experiences: a ground for further investigations Several suggestions are made concerning the heating that happen in the lithosphere, may result in making the big rocks inside more plastic. This heating may cause the concentration of compression force in the shallow underneath regions, where the faulting happens. There is also a model that describes local stress to happen because of a change in the passage of the mantle below the New Madrid Seismic Zone, due to sinking Carillon Plate. There are three types of tre nds realized when epicenters of modern earthquakes are presented in the form of a map. The first system of a trend is referred to as general northeast southwest. This trend is parallel to the drift of the Reel foot Rift in part of Arkansas. The second system of the trend is called southeast to northwest. This drift is experienced at the southwest part of New Madrid. The third system of a trend is known as northeast to northwestern. It extends to the farthest end of the Reel foot Fault (Penick, 2001). The New Madrid Seismic Zone recorded four of the largest earthquakes that have happened in North America. They were big earthquakes believed to be as large as 8.0. The largest earthquakes that were first experienced in this zone occurred between 1811 and 1812. The New Madrid Sequence is the overall effect of all the earthquakes that happened during that period. It has been always a challenge to measure the effect of one earthquake. The magnitude approximates and epicenters are based on the results of historical records, and this may vary from one period to the other. Earthquakes in the past or the recent ones that have happened for the last 10000 years have been caused by faults, which are not always micro seismically active. According to some of the researches done, it is evident that quiet faults are at times dangerous than the active ones. High built up stress blocks both sides of the fault, hence hindering the occurrence of micro seismic earthquakes. This process happens before the major rupture of the fault happens; investigations are still ongoing to define whether such types of faults do happen in New Madrid Seismic Zone (Weznger, 2010). Further investigations are required to proof, as it would be hard to locate such incidences. For the last 10000 years, people in this zone felt more than two thousand quakes. Crude seismograph instruments were used to detect these quakes, and most journalists managed to record these events in personal journals (Pratt, 2009) . In the central United States, rocks that are found there are hard, cold, and dry. The presence of such rocks makes earthquake in this region to be strong than the earthquakes that happen in California as well as in other areas. The earthquakes, which happen within the New Madrid Seismic Zone, cause damages, which are approximately 20 times larger than in other areas (Penick, 2001). The measurement challenge For many years, it has been a great challenge to estimate the recurrence of earthquake. With approximate locations, time and dates, and the size, it would be capable to provide a rough estimate of recurrence interval (Nixon, 2009)). Currently, some pale seismologists have provided people with information that two or more earthquakes of seven or more magnitude were experienced in the last 2000 years. They used some information to come up with a recurrence interval estimate of 3000 to 1000 years. It was estimated that, after 100 years, the New Madrid Seismic Zone would experience an earthquake of magnitude more than 6. These 100 hundred years were to be calculated since 1812, but this time has already elapsed. The estimates are not always accurate, and that is one of the major issues, which require further investigations. Effects of the 1811-1812 New Madrid earthquakes The 1811-1812 earthquakes in the New Madrid Seismic Zone had many effects. The most obvious of these include sandy blows. These were due to the upsurge of water and sand to the ground surface. This phenomenon is known as earthquake-induced liquefaction (see chart below). This is the process by which a saturated soil substantially loses its power and strength due to a stress that is applied to it by an earthquake shaking. This makes the soil to act like a liquid. Soil liquefaction leads to a number of cascading hazards such as floods, landslides, and river debris (Tuttle Associates, 2011). During the 1811-12 earthquakes, sand blows formed over an extremely large area measuring about 10, 400 s quare kilometers. The effects of these were experienced 200km away in the northeastern part of the NMSZ. Even today, sand blows are visible in the New Madrid region. They appear as sandy patches that have a light color in cultivated fields. Chart 2. Sand blows and the New Madrid earthquakes of 1811-1812. Source: Tuttle, M., Associates. (2011). ‘Sand blows and the New Madrid Earthquakes of 1811-12’. Recent earthquakes of medium magnitude have led to loss of lives and destruction of property worth billions of dollars. For instance, in Northridge, California, an earth quake of magnitude 6.7 led to the death of 33 residents, and destruction of property worth $20 billion. In the following year, an earthquake of magnitude 6.9 occurred in Kobe, Japan killing 5, 500 people and destroying property valued at $100 billion (Penick, 2001). These statistics indicate that there is a need for the inhabitants of New Madrid Seismic Zone to be prepared in case an earthquake of such med ium magnitude happens in the future. This is because earthquakes of medium magnitude are likely to occur than those of great magnitude. In deed, seismologists approximate the likelihood of the occurrence of an earthquake that is of magnitude 6.0 or greater within the next 50 years ranges from 25% to 40% (Weznger, 2010). If such a disaster happens, it is bound to affect more people than the incident that occurred on December 1811. This is because the population of the central Mississippi Valley was smaller compared to the current one consisting of millions of people. In addition, the calamity is likely to be dangerous because many structures in the area were not designed to withstand earthquakes as is the case in areas that are more seismic active such as California (Pratt, 2009). Earthquakes in Fulton, Missouri Chart 3. Welcome sign of Fulton City, MO Source: Citi-Data.com. (2011). ‘Welcome to Fulton signs’. Retrieved from http://www.city-data.com/picfilesv/picv25526.p hp Fulton is the largest city in the Kingdom of Callaway County. As of 2009, it population stood at 12, 814. According to the 2000 census, the average household income is $32, 625. Callaway water district provides a lot of employment opportunities for the residents of Fulton City. Other institutions that are of economic value to the city include Fulton State Hospital and Missouri School for the Deaf. According to the 2000 census, the average household income is $32, 625 (City of Fulton, MO., 2011). Geology of Fulton. The city is situated on a low-lying land. Missouri River is the defining physical feature in Mid-Missouri, and it surrounds the southwester border of Callaway County. There are three dominant soil types in the Callaway County. These are alluvium, sandy clay, and clay loam till soils (Chalfant, 2008). Just like the rest of Missouri County, the weather patterns in Missouri are not constant. There are both extremes of temperature. The county has experienced a number of na tural hazards in the history of its existence. These include floods, severe weather conditions, tornadoes, and hail. In the recent past, the most memorial natural hazard that took occurred in this county is the Flood of 1993. This flood affected a large portion of Missouri State causing a lot of damage on commercial properties, public facilities, transportation, as well as agriculture. The geology of Fulton is similar to that of the central region of the U.S. It consists of cold, dry and less fractured rocks. Although the probability of an earthquake is not high as in the case of New Madrid, any occurrence of the same will be more hazardous than it would have been the case in other regions such as California. In the recent past, a number of earthquakes have been recorded in the area. On July 31, 2005, an earthquake of magnitude 3.3 was experienced 43 miles from the city center. On March 30, 2001, an earthquake of magnitude 3.1 was felt 98 miles from Fulton City center (Citi-Data.com , 2011). The above statistics indicate that the risk of, although the magnitude of earthquakes occurring in the city may be small and do mot occur in the city centre, there is a high probability of such occurrences in the future. Nevertheless, the occurrence of earthquakes in Fulton is way below that of the entire Missouri state. However, this does not imply that the phenomenon is not an issue of concern to the city. Although earthquakes in this area have not been very destructive in the past as compared to that in New Madrid, any occurrence of earthquakes in this region can destroy the Callaway Nuclear Facility, hence cutting off the livelihoods of many residents who work in it (American Services, 2011). Summary of main findings Earthquakes are always occurring, with some being too small to be felt while others are large enough to cause irreparable damages. On average, major earthquakes happen once in a year. This will depend on the location of a place on the planet. However, more seismic active areas like the New Madrid Seismic Zone have high risks of experiencing hazardous earthquakes than other areas in the state of Missouri. This high probability is of great concern to Fulton city as it predisposes the latter to this risk. The duration of earthquakes is generally short compared to other hazards such as floods. It could be minutes, or even seconds. The main earthquake event lasts for a short duration. The foreshocks and aftershocks linked with a single geological shift can be detected weeks before or months later. This was the case with the December 1811-12 earthquakes that span for a period of three months until March the following year. The amount of destruction that results from an earthquake depends on several factors, one of them is strength. Earthquakes vary remarkably in their power. Some can be barely felt while others can knock one off their feet or buildings off their foundation. There are two principal methods of measuring earthquakes. These are the Richter scale and Mercalli Scale. The Richter scale is more famous than the Mercalli scale. It was formulated in 1935 by Charles F. Richter, a seismologist. The scale indicates ground motion in an earthquake. Its values range from 0 to 9 (see appendix). However, theoretically, the range can be higher. The numbers are logarithmic, implying that each whole number is ten times greater than the preceding whole number. For instance, the New Madrid earthquakes of 1811-12 were of magnitude (Heatwole, 2011). The second scale, the Mercalli scale, was developed in 1902 by Giuseppe Mercalli. The scale measures the intensity or violence of an earthquake in terms of damage caused to human-built structures. It is expressed by a series of Roman numerals ranging from I to XII (see appendix). An increase in the scale implies an incr4ease in intensity of the violence caused by the earthquake. Going by this scale, the New Madrid earthquakes of 1811-12 were so intense such that the Mississippi Riv er changed its course, and an island in the river disappeared (Feldman, 2005). In addition, new land arose, forests were cleared, and the ground rolled in visible waves that swept houses away, gardens, and fields. Nevertheless, few people perished during the incident due to the fact the area was sparsely populated then (Missouri Department of Natural Resources, 2011). Mitigating the risks of earthquakes: Prevention is better than cure The decision for mitigation of lifelines against seismic hazard is a quite complex issue as different institutions such as government, local authorities, lifeline companies, or the insurance industry are involved. In addition, the decision is further complicated since it is based on the results of the seismic risk assessment of lifelines which include various uncertainties owing to seismic hazard, vulnerability, performance, and loss estimation. Considering that earthquakes are a natural phenomenon little can be done to adjust the natural events system . As such, any mitigation efforts should be directed to human use systems (Balassanian, 2000). A number of practices can be handy in the mitigation of earth quakes. These include regulation of land use, education of the population about possible extreme events, as well as outfitting infrastructure tom meet local building codes. The readability of structures to withstand stress caused by earthquakes can be. Soil liquefaction caused by earthquakes can be mitigated through the installation of drains or use of deep, resistant pillars in construction (Keith Petely, 2009). Conclusion This report has explored the earthquake in Fulton and New Madrid. It is evident that these two are at a great risk of experiencing an earthquake in the near future. However, the frequency of another big earthquake in New Madrid or Fulton areas of Missouri is debatable. Nevertheless, the undeniable reality is that the region has a high seismic action. There is a need for education programs to enlighten the re sidents on the precaution measures that are highly required in the event of an earthquake. In addition, buildings in these two areas should take into account the vulnerability of the regions. As such, they should be enhanced by use of smart designs along with appropriate materials such as steel and reinforced-concrete. If history is anything to go by, residents of these areas should not throw caution to the wind as far as earthquake mitigation is concerned. They should take the appropriate measure to avoid a repeat of the events December 1811-12. Although an earthquake is a purely natural phenomenon, prevention is of prominence in these earthquake-prone areas. As they say, prevention is better than cure, or even, to be for-warned is to be for-armed. References American Services. (2011). Callaway Plant Profile. Web. Balassanian, S., et al. (2000). Earthquake hazard and seismic risk reduction. Berlin: Springer. Braile, L., et al. (1982). ‘An ancient rift complex and its relation to contemporary seismicity in the New Madrid Seismic Zone’, Tectonics, Vol. 1. Chalfant, M. (2008). Soil Survey of Callaway County Missouri. Web. Citi-Data.com. (2011). ‘Missouri’. Retrieved from http://www.city-data.com/city/Fulton-Missouri.html City of Fulton, MO. (2011). ‘Demographics’. Retrieved from http://fultonmo.org/about-us/demographics/ Feldman, J. (2005). When the Mississippi ran backwards: empire, intrigue, murder, and the New Madrid earthquakes. New York: Simon and Schuster. Heatwole, C. (2011). Geography for dummies. London: Wiley Sons. Keith S., Petely, D. (2009). Environmental hazards- assessing risk and reducing disaster, 5th ed. Michigan: Routledge. Missouri Department of Natural Resources (2011). Web. Nixon, J. (2009). â€Å"Facts about the New Madrid Seismic Zone.† Natural Resources. Web. Penick, J. L. (2001). The New Madrid earthquakes. Missouri: University of Missouri Press. Pratt, T. L. (2009) ‘How old is the NM SZ’. Web. Tuttle, M., Associates. (2011). ‘The geology of NMSZ’. Web. Weznger, B. (2010). The New Madrid Seismic Zone: Whose fault is it anyway? New York: Bibliogov. This report on Scoping report for the earthquakes in New Madrid, and Fulton City, Missouri was written and submitted by user GwenStacy to help you with your own studies. You are free to use it for research and reference purposes in order to write your own paper; however, you must cite it accordingly. You can donate your paper here.

10 Ultra Useful Computer Tips and Keyboard Shortcuts

10 Ultra Useful Computer Tips and Keyboard Shortcuts Even if you haven’t spilled coffee on your trackpad, sometimes it can be a huge time-saver to use keyboard shortcuts. Remember those? Gone are the days of ALT + F4. Here are a few updated hacks for the modern world. 1. Set your Gmail accidental â€Å"Undo† functionSet yourself a 5-7 second â€Å"whoopsies† window for sent messages with this handy â€Å"undo† function- for those times when you realize you forgot an attachment or spelled your boss’s name wrong. Or worse- hit â€Å"reply all.† Just follow these instructions.2. Access your address barJust type control + L.3. Restore default size of a webpage after zooming in or out.Press control + 0 (command + 0 on a Mac).4. Squeeze more bookmarks into your browser’s bookmarks tabRight or control + click on each of your bookmarks, select â€Å"Edit,† and delete all text. You’ll be left with just the favicon and will have much more room for other icons.5.  Supercharge your w i-fi signalTurn your computer into your very own Wi-Fi hotspot by downloading Virtual Router. This one is a life safer if you hate getting charged a penalty fee for going over your data limit.6. Create a portable WikipediaUse Wikipedia Nearby to nab articles based on your location. Be in the know! And if you like being a font of knowledge, try changing your home page to Wikipedia Random and learn something new every time you open your browser.7. Pause a video in YoutubeClick â€Å"K.† And to jump forward or back by 10 seconds, use â€Å"J† and â€Å"L,† respectively. You can also use the buttons to speed up or decrease speed of playback on videos.8. Open your PowerPoint directly into Presentation ModeJust right click and select â€Å"Show† rather than â€Å"Open.† You’ll look a whole lot smoother in front of your boss and big clients.9. Drag multiple tabs to a new window(In Chrome) Press control and click on the tabs you want to move, then drag them together out of one window until they spontaneously generate and populate a new one. Poof!10. Scroll side to side(In Chrome) Press shift and scroll.These are just a few ways to save you time you didn’t even realize that you were wasting.

The Progress Of Arab Women In Leadership Research Proposal

The Progress Of Arab Women In Leadership - Research Proposal Example For instance, there are a number of women graduating from colleges and thus finding their way into the workforce; however, little is known for their career advancement in leadership and managerial posts. A number of factors have been hindering career progression of Arab women. A complex of social, organizational and personal barriers explain the reason women fail to progress into organizational leadership and corporate management. These barriers arise from culture-based status and gender roles.The issue raised in this proposal is classified as problematic due to its prevalence in the society. Furthermore, there is no playfield allowing women to advance in their careers. In comparison to other countries especially in Eastern and Western Europe, studies show that there are no barriers preventing women from advancing to these positions. The aspect of gender disparity is likened to cancer in the Arabic States reserving the role of women to homemakers. These notions have been killing the dreams of women with some of them resorting to the status quo that the society brings and advocates.The study of the barriers that hinder the progress of women in corporate management and organizational leadership is of great significance. The study will be critical in future policy formulation regarding gender disparities in the Arabic States. Nevertheless, the research study identifies that women progression to corporate management and organizational leadership is due to anticipated discrimination rather than lack of ambition.

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How Has Huck Changed Essay Example for Free

How Has Huck Changed Essay In the beginning novel, Huck struggles against society and its attempts to civilize himself, which was represented by the Widow Douglas, Miss Watson, and other adults. Later, this conflict gains more focus in Huck’s dealings with Jim, as Huck must decide whether to turn Jim in, as society demands, or to protect and help his friend instead. The most significant way in which Huck changes his attitude is with Jim, by excepting him as a person. Towards the end of chapter 15, Huck plays a trick on Jim when they got separated in the fog. Huck tries to convince Jim that hes been drinking because when they found each other, Huck explains hes never gone anywhere, hes been by his side the whole time. Then Huck goes off saying, â€Å"Well, this is too many for me, Jim. I haint see fog, nor no islands nor no troubles You couldnt a got drunk in that time, so of course youve been dreaming.† (84) Jim at this point is confused because how can he dream all that in ten minutes. Later on, as Huck realizes that lying to Jim about that whole incident was wrong of him, he apologizes to him. It was quite a thing for a white person to apologize to a black person in that time so it show that he is growing emotions towards Jim. He realizes why lie to him if colored people get taken advantage of all the time, Huck didn’t want to be one of those white people who did. More important, he eventually takes charge and tells the truth no matter what the outcome is, and has changed from a juvenile boy who doesnt care if others are tricked, to a more civilized boy who protects innocent people.

The Spiritual Athletes Path to Enlightenment :: Expository Description Essays

The Spiritual Athlete's Path to Enlightenment Throughout this world, there are many mysterious and amazing feats that can be found. People are capable of doing most incredible things that we have never deemed possible. Only by truly believing in ourselves can we accomplish what were thought as impossible goals. In Mount Hiei of Japan, there can be found a small group of monks who live in a monastery and can accomplish many remarkable challenges. This mountain had been a main attraction in Japan of Buddhism. "The Marathon Monks of Mount Hiei" by John Stevens says that it "offers the seeker every type of religious experience--sacred scholarship, grand ritual, austere meditation, heartfelt repentance, heroic asceticism, mystical flight, miraculous cures, ceaseless devotion, divine joy, and nature worship-while promising enlightenment in this very body." This mountain monastery began in 1787 and the monks feel that Hiei still flourishes today. It is a beautiful place populated with all types of animals. No hunting is allowed. There is lots of rain in Japan and many tall trees which block the sun so it can get very cold there; snow covers the ground far into April. At the base of Hiei, there is a cute little temple-town where most of the retired priests go to live. The Tendai priests generally marry and raise families. Many of the trainees at Mount Hiei who hope to qualify for priesthood are their children. There are many who just appear from the general public though such as college drop-outs searching for the meaning of life, retired military men, reformed drunks, and a few women. These fascinating marathon monks began their story in the year 831 with a boy named So-o. He came to Hiei at age 15. An abbot called Ennin noticed this boy and initiated him into the mysteries of Tendai. He named him So-o which meant "one who serves for others." The legend is that the God, Fudo Myo-o, appeared before So-o by a waterfall. So-o was overwhelmed and jumped into the falls. He collided with a large log which he was able to drag out of the water. He then carved the image of Fudo Myo-o into the log . The temple was then built in this area for the God Fudo Myo-o and named Myo-o-in. So-o was an amazing monk who traveled around using his prayers which could accomplish many things such an curing people from terminal illnesses, difficult child births, demon possessions and much more.

Amul Case Study

| Amul-GCMMF | â€Å"The Taste of India† to â€Å"Taste of World† | | Project Case International Business SECTION D – GROUP Ashutosh Singh Khushwaha (GL) | 269 Sachin Maan | 175 Frana James | 219 Paran Gupta| 240 Parth Shah | 249 Pratik Upadhyay| Amul: â€Å"The Taste of India† to â€Å"The Taste of World† With a presence in over 40 countries in 2012, Amul has done more than testing its products in the overseas markets. Since its venture into the International markets in late 80s, it has steadily grown in sales and today it has more than Rs. 00 crores revenues from exports. Though the world dairy product prices are increasing constantly and the Government of India has banned the export of Milk Powder since February 2011, Mr. R. S. Sodhi, the Managing Director of GCMMF expects exports to increase by 20% on the back of surging demand. Mr. Sodhi, along with the top management of the cooperative now faces several questions which will define Amul’ s International strategy for the coming years.With the increasing demand and successful venture in overseas markets, should Amul restrict to export and distribution or partner with/acquire other firms in these countries or should it go further towards becoming a global brand by setting up manufacturing and processing plants across the globe? If so, what products should it manufacture and what should be the degree of localization in order to succeed? Should it stick to dairy products or should it look towards the non-dairy food products as well? How will it source milk and other raw materials in these countries with diverse forms of established dairy networks?These are important decisions that need to be made because they will help Amul realize the goal of becoming world’s leading food brand. Major food brands such as Britannia and Nestle are already eating into Amul’s domestic share. The top management has to decide a strategy that will help Amul compete against world class dairy and food brands in Indian market and in the overseas markets. Profile Amul is the world's 18th largest dairy firm with a 0. 5% share in global milk production, according to the International Farm Comparison Network 2011 list.The brand Amul is managed by Gujarat Cooperative Milk Marketing Federation, GCMMF which has several cooperative dairies operating across the country. During the financial year 2010-11, GCMMF registered a top line growth of 22. 1%, achieving turnover of Rs 9774 crore. Amul is the largest food brand in India and world's largest pouched milk brand with an annual turnover of  US$2. 2  billion  (2010-11). Currently Unions making up GCMMF have 3. 1 million producer members with milk collection average of 9. 10 million liters per day.AMUL is also the largest exporter of dairy products in the country. AMUL is available today in over 40 countries of the world. AMUL is exporting a wide variety of products which include Whole and Skimmed Milk Powder, Cott age Cheese (Paneer), UHT Milk, Clarified Butter (Ghee), Indigenous Sweets, Amul butter, Amul butter milk, Amul pizza cheese, Amul shrikhand, Amulya dairy whitener, Amul fresh cream, Amul fat milk, Amul cheese spread, Sagar Tea and Coffee whitener, Amul ice creams like cassata , cool candy and frostik, Amul milk chocolate and Amul Eclairs.It has also started preparing and selling pizza slices which feature generous portions of Amul cheese. These pizza slices reach the customers through super markets and large departmental stores that have snack counters. It has tied up with Walmart to sell its dairy products, in its shelves, under the brand name of Amul itself. It also has tie-ups with Glaxo, for the production of baby foods. The major overseas markets for Amul are USA, West Indies, and countries in Africa, the Gulf Region, and  SAARC  neighbors, Singapore, Hong Kong, The Philippines, Thailand, Japan and China.Its growth is more than 20% in these markets. Market presence has also gone up by 25 to 30 per cent in some markets such as Singapore, Hong Kong, UAE, the US and Bangladesh. Global Dairy Industry at a Glance: The growth story of the dairy industry in India is centered on the inception of Operation Flood of the 1970s, recognizing the power of cooperative farming giving rise to the GCMMF and the engine behind the whole revolution was the brand Amul (Anand Milk Union Limited). This model helped the dairy farmers to direct their own development by placing control of their resources in their own hands.This cooperative model resulted in making India one of the largest producers of milk and milk products. In terms of the growth of the dairy market projected over the years 2011-2016, India ranks fourth, behind the other BRIC nations, i. e. Brazil, China and Russia. [Exhibit 1] The scenario of the important dairy industries in other countries was not on the similar lines. To think of the expansion plan in terms of geographic location as well as the strategy th at Amul would employ would be dependent on the past and the current nature of the industry in those countries.Dairy Industry in European Union: The European Union, inclusive of 27 countries, is the largest milk producer in the world with Germany and France being the largest within the EU. However, within the EU, dairy production is not uniform due to various government regulations and production quotas in some countries. In Germany, the drinking milk product category is still driven by health and wellness. The drinking milk product category which saw a decline in 2010 by 1% observed a growth in the value sales by the same amount in 2011.In the Eastern European dairy market, Lactalis, becoming the fourth largest player in the region in 2008 with a 3. 3 % value share targeting countries like Croatia, Ukaraine and Czech Republic. Lactalis followed the expansion through acquisition strategy and it is through these intense acquisition activities that Lactalis planned its move into the We stern European countries where it had to make much heavier investments. The Western European dairy market is quite mature as the expected CAGR for these countries is only about 0. % over the span of five years from 2011-16. This market is different from the other markets since they are not driven by milk consumption but the key driving opportunities lie in milk products like cheese, yoghurt and sour milk drinks and thus making these markets more value growth rather than volume growth. Muller Dairy, already competing in the yoghurt and chilled/shelf-stable desserts market in UK is seeking to expand into other fast-growing dairy categories using its existing distribution network and leveraging on the brand amongst the British consumers. Exhibit 2] To gain market share in this mature market, some companies like Kraft Foods used unique marketing strategy of positioning its Philadelphia Cream Cheese both as a spreadable cheese and as a cooking ingredient. This move reignited the growth i n the otherwise mature spreadable processed cheese category. Dairy Industry in Japan: In the year 2004, with 28800 domestic dairy farms, 8. 3 million tons of cow’s milk used to be produced. 60% of this was processed into milk for drinking purposes and the rest was used for consumption as dairy products.The Japanese believed that processing plants must be located close to the source of production since milk, being a perishable good, must be processed and sold when fresh. In 2004, there were 692 processing facilities throughout Japan. Expecting a growth in the consumption of milk products, maintaining a stable supply of safe, fresh milk was viewed as a challenge since it was important to Japanese consumers. To answer this demand for fresher products, a solution was to develop stronger cooperation between dairy producers and processors.However, by 2005, Japan’s aging population had essentially stabilized and the nation was being termed as a â€Å"mature economy†. A s a result of this, the total milk production remained unchanged approximately at 8. 4 million tons. Amul failed to enter the market once in 1994 but succeeded in 2005 when it grabbed a major exports order. GCMMF managing director B M Vyas then said , â€Å"We have had a distributor in Japan since 1994 but no major presence in that country.But a few days ago a delegation from Japan, under the aegis of Agriculture and Livestock Industry Corp (ALIC), visited our facilities at Anand (Gujarat) and were pleasantly surprised with the sheer scale of our dairy operations†. It exports Ghee and Paneer to the country currently with a single major importer. Dairy Industry in Australia: Australia's third largest rural industry is the dairy industry which is also a major regional employer, not only on-farm but also through processing, manufacturing and distribution of a range of high quality products.With about 7950 dairy farms located across Australia, the industry produced 9. 2 billion l iters of milk during 2007-08. The Australian dairy manufacturing sector is  diverse and includes farmer-owned co-operatives, public, private and multinational companies. The Farmer owned co-operatives is no longer the dominant players in the industry as they now account for less than 35% of the entire market share. In 2011, the Australian Dairy market faced another challenge of being considered to be one of the most competitive in terms of retailing the milk products in supermarkets.In January 2011, Coles and Woolworths, two supermarket companies, entered into a price war during which the prices of house brand staples like milk, bread and meat were pushed down. This trend continued for the entire year and as a result the Dairy lobby groups demanded for a mandatory Australian Drinking Milk Code of Conduct to look into such matters. Despite the aggressive marketing efforts, fresh/pasteurized milk registered a growth of only 3%.However, niche products in fresh milk category have eith er retained or have shown significant growth. Around 60% of manufactured milk-products are exported and the remaining 40% is sold on the Australian market. In drinking milk, some 97% is consumed in the domestic market. Cheese products, utilizing around one third of Australia’s milk production in 2010-11, have retained that spot for a few years now. Dairy Industry in Sri Lanka: As a country, Sri Lanka is self-sufficient in terms of all types of animal products except milk products.Their self-sufficiency in dairy products is about 15–20% though that level has been achieved mostly with imported milk powder. Sri Lankan government adopted the open economic policies in the 1970s and since then the consumption of the daily products has increased. Apart from the Northern conflict regions of the country, milk is produced in all the districts. The marketing of milk in Sri Lanka is done through various channels and so becomes very complex. There are individual farmers who sell di rectly to processors, consumers, hotels, cafeterias and canteens * Cooperatives are organized primarily for the purpose of collecting and selling milk to either hotels or processors * The formal, or processed dairy, market consists of small dairy cooperatives, larger local cooperatives, district dairy cooperatives, dairy cooperative unions and networks of collection points and milk chilling centers operated by cooperatives or the main dairy processors Apart from the above mentioned ways, some farmers do not see the need to become members of the farmer societies or cooperatives.There are a few large-scale processors who have organized such farmers to sell their milk directly to them. Amul set up a milk processing plant in Sri Lanka in 2005 producing several products such as sterilized milk, milk powder, yoghurt,etc. It was a 51-49 Joint venture between the GCMMF and the Sri-Lankan government. It handed over the operations completely to the Sri-Lankan government after an year of succe ssful running. Before planning the project, Mr. Verghese Kurien, often called â€Å"the Milkman of India† said, †We are located right in the middle of this milk-deficient region.So, we are planning to take advantage of this. Even China is a potential market in the future†. International Ventures: GCMMF is India's largest exporter of Dairy Products. It has been accorded a â€Å"Trading House† status. GCMMF has received the APEDA Award from Government of India for Excellence in Dairy Product Exports for the last 13 years. The decision of going International: Reasons that lead to the foray of Amul into International Markets * Reduced subsidies on milk products as per WTO guidelines made Indian milk products competitive in international markets.   Significant demand for its products amongst Indian families in foreign markets * Local facility would enable better control over logistics   and cut 45 days of shipping time * Tie up with retail chains like Wal-Ma rt, use established distribution channel * Non-availability of single products like ghee in other markets presented a good opportunity * Long term vision to become a global food brand The problems and issues faced are: * Non-tariff barriers in European countries * Competition with global players Absence of proper distribution channel Export: Main exports products are Amul UHT Milk (Long Life) ,Amul Gold Extra Cream Milk,Amul Taaza Full Cream Milk,Amul Slim and Trim Milk,Amul Pure Ghee,Amul Mithaee Gulabjamun,Nutramul Brown Beverage,Amul Fresh Cream,Amul Kool Beverages,Flavoured Milk,Butter Milk,Lassee,Amulspray,Amul Butter,Amul Shrikhand,Amul Cheese,Amul Malai Paneer,Amul Ice Cream,etc. Despite unfavorable conditions in international dairy market, their export business reached Rs. 133 crores against Rs. 125 crore in 2011.They have further consolidated their growth in consumer products including Paneer, Butter, Cheese, UHT Milk etc. This is extremely encouraging and indicates the hig h trust that the customers place in Amul Brand. They have not been able to export Milk Powder in bulk packing in larger quantity due to fall of world market prices by nearly 50% as compared to previous year. Distribution: Amul’s strategy when it first entered international markets was to use the existing distributors and partner with local companies to market its products.Amul has been in the US since 1998 through Kanan Dairy, which markets Amul processed cheese, pure  ghee, Shrikhand, Nutramul, Amul's  Mithaee Gulab Jamuns  to more than 1,000 ethnic Indian grocery stores in the US through a network of seven distributors. Then Amul identified major supermarket and chain stores as the vehicles overseas to promote Amul dairy products ranging from milk powder, butter, ghee, cheese, butter, ice creams and tinned Indian sweets. As growth through bulk exports was variable, GCMMF opted for sustained growth through retail sales that ensure brand recall and customer loyalty.It s till did not decide on setting up manufacturing and processing plants as it was quiet successful with its marketing and distribution plan for overseas markets. Then Amul identified major supermarket and chain stores as the vehicles overseas to promote Amul Amul sells products through Wal-Mart’s extensive distribution system, having a separate counter for stocking and selling their products. It also has an arrangement with Mustafa supermarket chain in Singapore, Lanka Milk Foods (CWE) Ltd and John Keels chain in Sri Lanka, as also Choithram, Carrefour and Lulu chains in the UAE. Marketing:In India Amul caters to Intelligent marketing. It spends only 1% of Sales turnover on advertising and it is famous to come up with innovative adds. Will it be able to sustain the same strategy in international markets is a very important decision from the marketing point of view for GCMMF. Amul will have to customize its products and look outside the ethnic box to suit the American and other ethnic palates. It simply cannot use its home-ground strategies in the US and expect to make a mark, even if Wal-Mart plans to push the brand only in stores and only in states like New York and New Jersey, where the Indian community is very strong.Competition: While Amul has substantial grip over the Indian market due to its robust supply chain and cooperative business model; the international arena challenges it like never before. In the overseas markets it faces stiffer competition in matching the stringent quality standards of several local and international brands that have well established markets in different countries; in addition to fundamentally understanding these new markets, cultures and their needs. As a brand, Amul faces stiff competition from two major players: Britannia and Nestle.Both these brands have international presence and each seeks to expand its business horizons. Apart from these international brands, it also has to compete with local dairies in different c ountries that sell products at very competitive prices. Nestle: Nestle is  one of the world's leading nutrition, health and wellness company. The  company  was founded in  1866 by Henri Nestle in Vevey, Switzerland, where the headquarters are still located today. It employs around 2,80,000 people and have factories or operations in almost every country in the world. Nestle sales for 2009 were CHF 108 bn.Nestle's relationship with India dates back to 1912, when it began trading as The Nestle Anglo-Swiss Condensed Milk Company (Export) Limited, importing and selling finished products in the Indian market. The Company continuously focuses its efforts to better understand the changing lifestyles of various countries and anticipate consumer needs. The culture of innovation and renovation within the Company and access to the Nestle Group's proprietary technology gives it a distinct advantage in these efforts. It helps the Company to create value that can be sustained over long ter m by offering consumers a wide variety of high quality products.A description of the competitive advantages growth drivers and operational pillars is given in Exhibit 1. Nestle is in a strategic international position because of its presence in many countries and long tradition of innovation. An analysis of sales trading and operating profit by both geography and product line is given in Exhibit 4 and Exhibit 5. Britannia: It is not globally as big as Nestle but it is expanding at a threatening pace and this can be a major concern for Amul. This fact is validated by the following statistics. The company is growing at a steady rate.The company's sales grew at a compound annual rate of 16% against the market, and operating profits reached 18%, between 1998 and 2001. More recently, the company has been growing at 27% a year, compared to the industry's growth rate of 20%. Dairy products contribute close to 10 per cent of Britannia's revenue. Britannia trades and markets dairy products, and its dairy portfolio grew to 47% in 2000-01 and by 30% in 2001-02. Britannia holds an equity stake in  Dynamix Dairy  and outsources the bulk of its dairy products from its associate.On 27 October 2001, Britannia announced a joint venture with  Fonterra Co-operative Group  of New Zealand. It is an integrated dairy company involved in many activities from procurement of milk to making value-added products such as cheese and buttermilk. Britannia planned to source most of the products from New Zealand, which they would market in India. The joint venture also allowed technology transfer to Britannia. In March 2007, Britannia Industries Limited formed a Joint Venture with the Khimji Ramdas Group, one of the largest and the most respected business conglomerates in the Middle East.Britannia and its Associates have acquired a significant stake in Dubai based Strategic Food International Co. LLC and Oman based Al Sallan Food Industries Co SAOG. The two companies are key regional players in the biscuits, wafers and cookies segment in the GCC markets and export their products across the world. Strategic Food International Co. LLC (SFIC) is one of the largest biscuit and wafer manufacturing companies in the Middle East. An ISO and HACCP certified company, SFIC is also a proud winner of the Dubai Quality Appreciation Certificate.It offers a wide spectrum of products under the brand  Nutro, which is a leading biscuit brand in the Middle East. Al Sallan Food Industries Co is one of the foremost companies for the production of cookies, rolls and chocolates. The products are well known under the brand name of  Baker's Pride. Though not directly in the dairy market, Britannia is constantly increasing its presence worldwide. Key statistics about the company performance are given in Exhibit 6. Future Plans: Amul is now all set to consider the decision to setup a manufacturing plant in the United States to specifically cater to the demand for its products in the US and Europe.And then expand to other countries with similar plants so as to decrease its costs. The company intends to start with manufacturing of ghee and paneer and then gradually start manufacturing other products. Amul will have to customize its products and look outside the ethnic box to suit the American and other ethnic palates. It simply cannot use its home-ground strategies in the US and expect to make a mark, even if Wal-Mart plans to push the brand only in stores and only in states like New York and New Jersey, where the Indian community is very strong.Amul has come a long way from 1946 – when it collected only 247 litres of milk a day – to the six million liters of milk per day it now collects from about 10,675 separate village co-operative societies throughout Gujarat. With access to low cost milk, an innovative and  almost ‘just-in-time' supply chain, a ready market among the Indian community and 50 years of understanding milk, Amul can definitely build the ‘taste of India' in the US and other countries. Chairman Mr. PG Bhatol says, â€Å"When we plan to improve productivity as well as production, we also need to keep in mind the markets where such huge quantity of milk will be consumed.We need to explore new opportunities and markets. India has graduated from milk deficit country to largest milk producer in world. However, our exports of milk and milk products still remain insignificant in comparison to the existing players. We have been following the policy of not exporting milk powders to foreign countries so that availability in our country does not get hampered. Opening of export markets would not only serve as outlet for excess of milk produced over the domestic requirements but also will keep the domestic prices stable. We strongly feel that branded milk powders in consumer packs should never be banned.Thus, now when we plan to produce such large quantity of milk, it is imperative to relook at our export polici es. † Amul has come a long way from 1946 – when it collected only 247 litres of milk a day – to the six million liters of milk per day it now collects from about 10,675 separate village co-operative societies throughout Gujarat. With access to low cost milk, an innovative and  almost ‘just-in-time' supply chain, a ready market among the Indian community and 50 years of understanding milk, Amul can definitely build the ‘taste of India' in the US and other countries and then the Taste of the World.Exhibit 1: Top 10 Fastest Growing Dairy Markets 2011-2016 *Passport – Tracking Growth Opportunities In The Global Dairy Market Exhibit 2: Top Five Western European Dairy Market By Absolute Market Value Growth 2011-2016 *Passport – Tracking Growth Opportunities In The Global Dairy Market Table 2: Milk production zones in Sri Lanka Zone features| Dry zone| Coconut triangle| Mid-country| Upcountry & estate| Wet zone & urban|Location  | Dry zone districts in the NC, Northern and Eastern Provinces and parts of Central, Southern and NW Provinces| Intermediate and wet   zone areas of the NW Province, and Gampaha district of the Western Province| Wet   zone areas in the Central Province –Kandy and Matale districts| Nuwaraeliya district in the Central Province and Badulla district in the Uva Province| Districts in the Western,  Ã‚   Southern and Sabaragamuwa Provinces and cities| Animal types| Indigenous cattle, Zebu cattle and crosses, buffalo| Crosses of exotic breeds, Zebu types, crosses of indigenous animals and buffalo| Pure exotic animals and crosses, and Zebu crosses| Pure exotic animals and crosses| Crosses of exotic breeds and Zebu type and indigenous animals and buffalo| Husbandry| Free gazing, or nomadic-type Large herds or sedentary small/medium-sized herds | Medium-sized herds, limited grazing tethered under coconut palms| Small herds, some tethering, stall feeding| Small herds, zero grazing| Limited gr azing, medium-sized herds or small herds, zero grazing| Herd size  | Few: 25 | 5 cows | 2–3 cows| 1–2 cows| 2–3 cows| Average yield| 2. 1 litres/cow/dayTotal 300–400 litres/cow over 180–200-day lactation| 3–4 litres/cow/dayTotal 500–800 litres/cow over 200-day lactation| 2–4 litres/cow/dayTotal 1 300 litre/cow| 6 or more litres/cow/dayTotal 1 700 litres/cow| 3 litres/cow/dayTotal 1 500–1 600 litres/cow| Source: Ranaweera and Attapattu 2006| Exhibit 3 Exhibit 4 Exhibit 5Exhibit 6 Performance of Britannia Exhibit 7 Amul overseas presence References: I. Primary data in the form of Interviews of employees involved with International projects II. Dairy Food Industry Overview in India to 2014-market research report,www. reportlinker. com III. GCMMF Annual Report, Financial Years 2007-2011 IV. Nestle Annual Report,2011 V. http://www. amul. com/m/organisation, 24-Feb-2012 VI. http://articles. timesofindia. indiatimes. com/2011 -03-30/india-business/29361638_1_cheese-amul-britannia-industries VII. Utterly-Butterly amul’s new raod map-CNBC-TV18. html, 26-Feb-2012 VIII. http://www. dairy. co. jp/eng/eng12. html