Wednesday, December 25, 2019

The Adventures Of Huckleberry Finn By Mark Twain - 2073 Words

There are many stories of archetypal heroes and their hero’s journey throughout the history of literature. However, few of those stories tell as critical and powerful of a story as The Adventures of Huckleberry Finn. In the narrative The Adventures of Huckleberry Finn by Mark Twain, the character Huckleberry (â€Å"Huck†) Finn goes on a hero’s journey, starting with his leave from home, to his learnings of the world with his mentor, to his figuring out of what is right and wrong, and finally to his final journey before normalcy, showing the theme of how friendship transcends superficial differences in the process. Huck grew up uncomfortable in his environment, gets the call to adventure, and met his mentor early on, like archetypal heroes. Huck’s uncomfortableness in his environment is similar to what archetypal heroes face and helps lead to the call to adventure. Huck did not like living in decent homes and with the requirements of society, as shown by wh en he mentions how â€Å"it was rough living in the house all the time, considering how dismal regular and decent the widow was† (Twain 1). The clean and stable life Huck lives with Widow Douglas did not satisfy him, similar to how archetypal heroes often start off unhappy about their environment. Thus, Huck often went on adventures with Tom Sawyer and the Gang to satisfy his unhappiness with the stable life. Those adventures also encourage Huck to go on a real adventure that should give him the life of freedom he wants. HuckShow MoreRelatedThe Adventures of Huckleberry Finn by Mark Twain830 Words   |  3 PagesThe Adventures of Huckleberry Finn by Mark Twain is â€Å"A Great American Novel†, because of its complexity and richness. Twain writes dialogue that brings his characters to life. He creates characters with unique voice and helps the reader connect to the book. Anyone who reads it is forced to develop feelings for each character. Even though there is a great amount of controversy over the use of some choices, such as the â€Å"n word†, it makes the book more realistic. In the beginning of the novel Huck,Read MoreThe Adventures Of Huckleberry Finn By Mark Twain1103 Words   |  5 PagesDmitri Van Duine Jr English Mr. Nelson November 27th The Adventures of Huckleberry Finn: Huck Finn and Tom Sawyer The Adventures of Huckleberry Finn, Written by Mark Twain filled his stories with many examples of satire as to convey a message while also writing an interesting story. The Adventures of Huckleberry Finn revolves around the adventures of a young boy called Huckleberry Finn, who is about thirteen years old. Tom Sawyer is Huck’s best friend and around the same age as Huck. He is onlyRead MoreThe Adventures Of Huckleberry Finn By Mark Twain Essay1055 Words   |  5 PagesZambrano Mrs. Patmor AP Lit-Period 5 28 September 2016 Adventures of Huckleberry Finn 1835 Mark Twain embodies realism in almost every aspect of his writing not excluding The Adventures of Huckleberry Finn, which in he portrays such a lifelike setting that it almost gives you this sense of reality through the point of view of a young man that has an urge for freedom yet struggles to conform to society s norms due to his adolescence. Twain s ability to unmask the true identities of the charactersRead MoreThe Adventures Of Huckleberry Finn By Mark Twain931 Words   |  4 PagesWolski Mrs. Goska English 2H Period 3 22 October 2014 The Adventures of Huckleberry Finn Mob mentality is the way an individual’s decisions become influenced by the often unprincipled actions of a crowd. Mark Twain penned The Adventures of Huckleberry Finn. Twain grew up in America’s southern states during the early 1800’s, a time in which moral confusion erupted within the minds of humans. The Adventures of Huckleberry Finn s protagonist is a young boy named Huck who freely travels alongRead MoreThe Adventures Of Huckleberry Finn By Mark Twain1375 Words   |  6 Pagesmention the years spent growing and maturing physically. Teenagers are stuck in an inbetween state where they must learn who they want to become and what they want to be when they grow older. The same is true for Huckleberry Finn, from the book â€Å"The Adventures of Huckleberry Finn† by Mark Twain. This is a book that was written in a time of great confusion over moral codes and standards. It was a world split in half by two different worlds of people; those who opposed, a nd those who promoted slavery.Read MoreThe Adventures Of Huckleberry Finn By Mark Twain2083 Words   |  9 PagesSatire in Huckleberry Finn In the novel â€Å"The Adventures of Huckleberry Finn† by Mark Twain, we are told a story about a young boy and his slave companion’s journey down the Mississippi River and all of their encounters with other characters. Twain constructed a beautiful narrative on how young Huck Finn, the protagonist in the story, learns about the world and from other adult characters, how he is shaped into his own person. At the time this book was made however, this novel provided serious socialRead MoreMark Twain and The Adventures of Huckleberry Finn1575 Words   |  6 Pages Mark Twain and The Adventures of Huckleberry Finn Controversy Mark Twain, born Samuel Langhorne Clemens, is a highly recognizable figure in American literature. Born in Florida, Missouri Mark Twain and his family moved to Hannibal, Missouri where Twain discovered and fell in love with the mighty Mississippi River. The river and his life in Hannibal became his inspiration and guiding light in most of his writing. Although Twain loved the river and did a great deal of traveling, he eventuallyRead MoreThe Adventures Of Huckleberry Finn By Mark Twain1005 Words   |  5 Pages In the Adventures of Huckleberry Finn written by Mark Twain in the 19th century is about a young boy named Huck Finn and Jim, a runaway slave who go on an adventure. The two travel on a raft along the Mississippi river creating a bond and making memories. Mark Twain presents Huckleberry Finn as a dynamic character who at first views Jim as property and eventually considers Jim as a friend, showing a change in maturity. In the beginning of the book, Huck Finn clearly sees Jim as nothing more thanRead MoreThe Adventures Of Huckleberry Finn By Mark Twain1335 Words   |  6 Pagesyear The Adventures of Huckleberry Finn is placed in the top ten banned books in America. People find the novel to be oppressing and racially insensitive due to its frequent use of the n-word and the portrayal of blacks as a Sambo caricature. However, this goes against Mark Twain’s intent of bringing awareness to the racism in America. The Adventures of Huckleberry Finn by Mark Twain is classified under the genre of satire and is narrated by a fictional character named Huckleberry Finn. The novelRead MoreThe Adventures Of Huckleberry Finn By Mark Twain810 Words   |  4 PagesBefore Mark Twain started to write two of his most famous novels, The Adventures of Tom Sawyer and Adventures of Huckleberry Finn, Mark was known to use his characters to display his own thoughts and opinions. â€Å"This device allowed him to s ay just about anything he wanted, provided he could convincingly claim he was simply reporting what others had said.† (Twain, 1283). Mark Twain used this process to be a foundation of his lectures, by manipulating his popularly with his readers. During the story

Monday, December 16, 2019

Essay on Macroeconomic Economics and Gas Oil - 1212 Words

MACROECONOMIC ANALYSIS Russ Graziano ECON 545 Keller Graduate School of Management April 13, 2014 Introduction The idea Edgar has for opening up four new gas stations is based on a well based argument making it viable as a profitable business venture. The evaluation on the American consumer to accept the high price for gas oil prices forms the first approach towards establishing a business. Gasoil businesses in the world run as cartel where it supply and prices are determined by the few stakeholders in the industry. The stakeholders form an agreement among their competitors on the price, making and, marketing of the product (Fredy, 2010). The cartel though the production affects the GDP†¦show more content†¦Convenience goods are those that are distributed widely and are inexpensive and the gas oil forms one of them (Fredy, 2010). Macroeconomic covers the demographic aspect, as these goods are made available to the population. Demography represents human residents statically (Henry, 2008). Startup capital is a needed by Edgar as he plans to buy the four gas oil station. The fund borrowed from a financial institution will be affected by the interest rate and the financial policies. The monetary policy is a tool used to control the supply of money in the society through affecting the interest rate in the society (Tayor, 2007).The estimates of sales to increase in china and India represents the trade cycles. Business cycles are periodic change in the production and affect the Gross Domestic Product of a country. They cause the GDP to fluctuate and thus an expansion and contraction of the level of economic activities in the country (Tayor, 2007). The business sets itself on time of favorable economic benefits as the bank rates are favoring a business positively. Edgar requires a large capital base to start a business and borrowing from a business organization is paramount. Interest is payable on the loan capital that is taking from such institutions. With a low lending rate, the business organizations enable economic growth as a society can borrow a large sum of money for the investment project. InvestmentShow MoreRelatedMicroeconomics : Principles Of Macroeconomics Essay1385 Words   |  6 PagesMacroeconomics 201 Principles of Macroeconomics Term Paper By Mitchell Wright I decided to write my paper on the economy America during the 1970s. I chose this time period because it seemed to really be a major shifting point in the country. Not only did the economy change drastically with a major recession, exports falling and interests rates sky rocketing, but it also changed the way Americans lived their lives. The oil crisis in the Middle East caused major gasoline shortages forcing AmericansRead MoreOpec And Oil And Exporting Countries1566 Words   |  7 PagesConsisting of 12 producers of oil and exporting countries Organization of the Petroleum Exporting Countries (OPEC) is one of the intergovernmental organization. Three continents over which the organization is spread is Asia, America, and Africa.12 oil producing countries in the organization are as follows: America, Asia and Africa. These12 countries are: Algeria, Angola, Ecuador, Iran, Iraq, Kuwait, Libya, Nigeria, Qatar, Saudi Arabia, United Arab Emirates and Venezuela. The present headquartersRea d MoreChesapeake Energy Corporation Is The Second Largest Producer Of Natural Gas1383 Words   |  6 Pagesnatural gas and the tenth-largest producer of liquids in the United States. It owns interests in approximately 46,800 natural gas and oil wells that produced a net interest average of approximately 665 mboe per day in the 2013 fourth quarter. The company has a large and geographically diverse resource base of onshore U.S. unconventional natural gas and liquids assets. It also owns substantial marketing, compression and oilfield services businesses. Cabot Oil Gas Corporation is an independent oil andRead MoreThe Crisis Of Bolivia As Economy1661 Words   |  7 Pagesfor all other countries to want to possibly follow in the future. The Author, William Neuman, used this passage as followed: Tucked away in the shadow of its more populous and more prosperous neighbors, tiny, impoverished Bolivia, once a perennial economic basket case, has suddenly become a different kind of exception — this time in a good way. Furthermore, Bolivia has now an accumulated valuable amount of rainy-day fund of foreign reserves. Ana Corbacho, the International Monetary Fund’s chief ofRead MoreWide-Ranging Trends That Impact the Oil and Gas Industry1584 Words   |  6 PagesAims/objectives/Research Questions: This thesis will study wide-ranging trends that impact the Oil and Gas industry and worker satisfaction. An assessment will be given to 300 employees of Oil and Gas companies in the southern USA, quarters to hundreds of big and small oil and gas businesses. Responses expected to be collated are typically from employees who had worked in the industry for a significant amount of time, putting them in a fine situation to remark on industry trends. The thesis/studyRead MorePolicy Brief : Fracking Illinois1482 Words   |  6 Pagesby hydrocarbons like natural gas or oil. Natural gas and oil are accessed by drilling, but drilling can t always reach all the potential hydrocarbons. There are many pockets full of oil and gas below the surface trapped in between shale rock that typical drilling can t access. What this means is there is a plethora of energy beneath our nation just waiting to be tapped. Enter, fracking. Hydraulic fracturing, or fracking, is the process used to excavate oil and gas trapped in shale rock. FrackingRead MoreIntels Training For Engineering And English As A Second Language1636 Words   |  7 Pagessmart business. In economics, education is considered a positive externality as many of you hear today know. An educated work force is conducive to economic development. In this case the development manifested itself in various forms. Intel’s profitability and globalization, the expansion of Costa Rican technology exports, and foreign direct investment in the nation’s economy. More importantly, this is global citizenship. Necessity is the mother of invention. Unfortunately, for oil rich countries likeRead MoreGasoline Prices702 Words   |  3 Pages Reaction Paper The topic of this paper is Gasoline prices and potentially high state sales tax. According to Stephen Singer’s article (2017, August 24); Connecticut legislators are deciding to raise state sales tax and gas prices from its current rate to 6.85% to close a budget gap that’s predicted to reach $3.5 billion over two years to help lower state aid cut to towns. I disagree with the decision the legislators of Connecticut are making to fix budget gap with higher taxes on retailRead MoreMonetary Policy And Interest Rates1588 Words   |  7 Pages(GDP, TAX, Govt Spending) but for this document we will not touch on the related formulas. But trust me Ed, they are there. Monetary policy and interest rates As we learned in our Economics 545 class, the Government (our policy makers) is not the only entity that can manipulate the business cycle and our economic activities. There is an organization called the Federal Reserve Bank. (FRB) This was voted into law back in 1913 by President Woodrow Wilson. The mission of the FRB is to issue FederalRead MoreBrics ( Brazil, Russia, India, China, And South Africa1546 Words   |  7 PagesThe term BRICS was first coined by Wilson Purushothaman (2003) in a paper published by Goldman Sachs. This paper was the first to forecast the economic potential of the BRICS nations. Today these BRICS nations are referred as emerging economies or emerging markets despite most of these nations already ranking in the world’s top 10 economies. Economic forecasting projects that these BRICS economies will forever change the competitive landscape of the global market place, and they show considerable

Sunday, December 8, 2019

Effectiveness of Manual Stretching †Free Samples to Students

Question: Discuss about the Effectiveness of Manual Stretching. Answer: Introduction: Plantar heel pain is a foot injury commonly suffered by individuals that require treatment by healthcare professionals. Such form of pain is associated with the plantar fascia. Reduced strength of the plantar flexors and reduction in muscle volume in the forefoot are the contributors of the plantar fascia (DiPreta et al., 2014). Different treatment strategies have emerged in the recent past that aim to address this patient condition, among which stretching exercises have gained immense popularity. Stretching of the plantar fascia and triceps surae muscle is regarded in the conservative treatment of plantar heel pain (Rosenbaum et al., 2014). The present systematic literature review is carried out for highlighting the usefulness of stretching exercise when applied as a short-term treatment for plantar heel pain. Radford et al., (2007) carried out a randomised controlled trial to assess the efficiency of calf muscle stretching as a treatment option for plantar heel pain on a short-term basis. The rationale for the study was that the effectiveness of the treatment option had not been validated till that time. Ninety-two participants were allocated in a random manner to either an intervention group or control group management. They were subjected to the intervention that comprised of calf muscle stretches and sham ultrasound. The process lasted for two weeks. Primary outcome measures were 'first-step' pain (and the Foot Health Status Questionnaire domains of foot function, foot pain, and general foot health. There was an improvement in both the treatment groups over time. However, the differences in improvement between groups for any of the measured outcomes were not statistically significant. In addition, a section of participants from the intervention group experienced adverse events. It was thereby concluded that plantar heel pain might not be treated on a short-term basis through stretching exercises. The study, however, has some limitations. Firstly, the trail considered only one form of calf muscle is stretching. Other stretching methods like lunges stretching and proprioceptive neuromuscular facilitation might have given rise to different results. The systematic review carried out by Sweeting et al., (2011) revealed that there is a scarcity of studies for assessing the effectiveness of stretching exercises as an intervention for plantar fascia. However, some evidence indicates the utility of the same. One cannot be sure from the existing literature that stretching is better than other forms of intervention when it comes to treatment of plantar heel pain. The established advantages of stretching might occur after four months of suffering the pain. There is a lack of irrefutable evidence pointing out the most efficient number of repetitions of stretching that is ost effective. Further, the comparative benefits of therapist applied stretches and self-stretches are under scrutiny. Kamonseki et al., (2016) carried out a randomized controlled, single-blind clinical trial fro examining the impact stretching has with and without muscle strengthening exercises on the foot and hip in patients suffering from plantar fasciitis. Three treatment options were considered for eighty-three patients taking part in the study. Stretching Alone Exercise Group (SAEG), Foot and Hip Exercise Group management (FHEG - abductor and lateral rotator muscles) and Foot Exercise Group (FEG - extrinsic and intrinsic foot muscles). The main measures were the Star Excursion Balance Test, the Foot and Ankle Outcome Score, and a visual analog scale for pain. The intervention was given for eight weeks after which the results indicated improvement in all groups when the analysis was done on the visual analog scale, activities of daily living, the pain and quality of life (p 0.001). Similar results were found for Foot and Ankle Outcome Score and Star Excursion Balance Test. The inference drawn f rom the study was that improvements in function, pain and dynamic lower limb stability could be achieved in patients if stretching exercises are delivered for at least eight weeks. The study was marked by the limitation of absence of a non-treatment group. Further, the participant dropout rate was high. In addition, there was no evaluation of muscle strength being done as adequate equipment was not present. From the above analysis, it is found that there is ambiguity regarding the certain role of stretching intervention in treating plantar fascia or plantar heel pain. Though a section of the study highlights its effectiveness on the long run, the supplementary investigation is urgently needed to confirm the same. Further research is warranted regarding the research topic in the form of randomised controlled trials that are sufficiently powered. Such trials must consider medium, and long-term follow up since it is the prime determining factor for the effectiveness of the treatment management. Protocols outlined based on research findings are to be customised as per individual needs if optimal outcomes are to be achieved. References DiPreta, J., Rosenbaum, A., Misener, D. (2014). Plantar Heel Pain.Medical Clinics of North America,98(2). Kamonseki, D. H., Gonalves, G. A., Liu, C. Y., Jnior, I. L. (2016). Effect of stretching with and without muscle strengthening exercises for the foot and hip in patients with plantar fasciitis: a randomized controlled single-blind clinical trial.Manual therapy,23, 76-82. Radford, J. A., Landorf, K. B., Buchbinder, R., Cook, C. (2007). Effectiveness of calf muscle stretching for the short-term treatment of plantar heel pain: a randomised trial.BMC musculoskeletal disorders,8(1), 36. Rosenbaum, A. J., DiPreta, J. A., Misener, D. (2014). Plantar heel pain.Medical Clinics,98(2), 339-352. Sweeting, D., Parish, B., Hooper, L., Chester, R. (2011). The effectiveness of manual stretching in the treatment of plantar heel pain: a systematic review.Journal of foot and ankle research,4(1), 19.

Sunday, December 1, 2019

Internet Essays (3751 words) - , Term Papers

Internet Emanuel HALAPCIUC Ruxandra ICA Internet-ul si (r)evolutia comunicatiilor Fac. Management, anul II, gr.126 Cuprins: Internetul ? aparitie, scurt istoric E-business, afacerea sec. 21 Nevoia de viteza si noile tehnologii de comunicatie Mobilitate maxima: cu Internetul la plimbare Tendinte pentru viitorul apropiat Bibliografie Acum 4 decenii se lansa cu mare pompa primul satelit de comunicatii, Echo 1. La acea vreme, evenimentul capta atentia intregii lumi. Azi, lansarea unui satelit e ceva banal. Anul trecut, IRIDIUM (reteaua globala de telefonie mobila) declara ca mai are de lansat doar citiva sateliti, pentru a fi operationala in orice punct de la suprafata Terrei. Un exemplu sugestiv despre cum a evoluat societatea informationala? Si totusi, lansarea lui Echo 1 este un eveniment exceptional. Pentru ca a deschis un nou univers: transmiterea aproape instantanee a informatiei din orice punct de pe glob, in orice punct de pe glob. Practic a redefinit conceptul de comunicatii. Si din 1960 incoace, acest concept se modifica de la o zi la alta. Ceeea ce ieri era idee revolutionara, miine va fi deja demodat. Permanent se impun noi standarde, in care cuvintele cheie sunt:mai rapid, mai eficient, mai ieftin. Si principalul ?respnsabil? este INTERNET-ul. Internetul ? aparitie, scurt istoric Embrionul Internetului se numeste ARPANET, si a aparut in 1969. A fost creat de ARPA(initialele vin de la Advanced Research Project Agency), faimosul proiect al Departamentului de Aparare al SUA. Scopul sau era pastrarea controlului asupra armelor atomice in cazul unui atac nuclear. ARPANET-ul a fost conceput initial ca o retea la nivel restrins, intre centrele de cercetare academice, industriale sau guvernamentale. Primele noduri ale retelei au fost Stanford Research Institute, Ucla, UC-Santa Barbara si Utah University. Oamenii de stiinta au realizat insa potentialul urias pe care-l avea acest sistem de transmitere a datelor in dezvoltarea industriei comunicatiilor. Intr-adevar, treizeci de ani mai tirziu de la inventarea primei masini electronice de calcul, reteaua mondiala de calculatoare interconectate cuprindea deja peste o suta de mii de computere. Si numarul acestora creste zi de zi, intr-un ritm exponential. Pentru a se ajunge insa la asemenea performante, Internetul a suferit o serie de modificari, menite sa-l faca cit mai accesibil unui numar cit mai mare de utilizatori. Merita aici mentionata dezvoltarea primului program WWW(initialele de la worldwide web), in anul 1990, care stabilea o orientare grafica pentru retele. Un an mai tirziu, fisierele worlwide web devin accesibile pe Internet. Tot in 1990, apare primul sistem de cautare a fisierelor pe Internet, numit Archie. Odata cu aparitia www, asistam la un adevarat boom al Internetului. Noua interfata grafica permite practic oricui stie sa citeasca acces la un urias volum de informatie. Astfel ca, in 1992 numarul conectate la Internet depaseste un milion. De asemenea, pentru facilitarea manevrarii datelor, au aparut pe parcurs o serie de protocoluri si standarde de transmisie a datelor. Astfel, in 1971 se stabilesc standardele pentru doua tipuri de procese fundamentale: Telnet, pentru conectarea mai multor calculatoare la retea, si FTP(file transfer protocol), pentru transferul de fisiere intre calculatoare. In 1979, se infiinteaza Usenet, primul sistem de transmitere a informatiilor pe retea intre diferite grupuri de lucru. Nu in ultimul rind, trebuie mentionata suita de protocoale Transmission Control Protocol si Internet Protocol, cunoscuta azi ca standardul TCP/IP. Si zi de zi, apar noi si noi standarde, care fac din Internet un instrument mai atractiv si usor de utilizat. Practic asta a fost secretul succesului. E-business, afacerea sec. 21 Prima forma de comunicare pe Internet, intre 2 utilizatori, a fost e-mail-ul. Desi pentru multi pare o gaselnita recenta, e-mail-ul are venerabila virsta de 28 de ani. Fata de posta clasica, succesul e-mail-ului se datoreaza faptului ca nu trebuie sa te deplasezi pina la posta ca sa-l expediezi. Si ajunge aproape instantaneu la destinatie.posta electronica este astazi un mijloc zilnic de comunicare in afaceri, permitind ca datele si mesajele sa fie transmise instantaneu clientilor, furnizorilor etc. Insa asta a fost numai inceputul. Conceptul de e-business a redefinit modul de a face afaceri. Unul din pionierii e-biz-ului a fost Jeff Bezos. Fondatorul Amazon-ului, cel mai mare magazin on-line din lume, a profitat de faptul ca in anii 1992-94, Internetul cunostea un ritm de dezvoltare de circa 300% pe an. Initial deschis intr-un depozit, astazi Amazon.com este cunoscut oricarui aproape web-surfer. Secretul succesului? Faptul ca iti poti

Tuesday, November 26, 2019

Copenhagen essays

Copenhagen essays Atomic warfare is, and always has been, at the mind of the worlds population. So many questions left unanswered, and some still undiscovered. But do we know what really happened at the meeting between Bohr and Heisenberg, two atomic physicists who met during world war two. This is the focus of Michael Frayns play, Copenhagen. By replaying the situation a number of times from different viewpoints, Frayn attempts to show what occurred at the meeting. However, although the audience leaves without knowing what actually happened, they leave with a performance to remember. It is memorable for the use of the stage space, the believable characters played by the actors and the way different times are suggested. By far, the most memorable event in the play would be when the nuclear bomb went off. Lights went everywhere, strobes flashing on the audience. The stage was of circular design, so there were lights following the paths of the electrons and protons in an atom. It was very interesting to see how science can be demonstrated so well in a dramatic form. The actors used each other and the space in cooperation to tell their version of the story. One of the actors would sit in a chair located at the centre of a circle, symbolizing the nucleus, whilst the other two actors orbited around whilst they explained what was happening with physics or about developing U235 from U238. Sitting at the back of the stage were audience members. Their stands appeared to complete the circular pattern of the audiences seating. The terraces were similar to that of a jury, looking down and judging the characters and about their topic of conversation or what theyre planning. To make a character believable it takes practice. Three of Australias most famous actors fulfilled this challenge exceedingly well by perfectly showing the relation between character and science. Heisenberg, playe ...

Friday, November 22, 2019

Rules and Usages for Reflexive Pronouns in English

Rules and Usages for Reflexive Pronouns in English Reflexive pronouns are used much less often in English than in other languages. This explanation provides an overview of reflexive pronoun use in English with explanations and examples. English Reflexive Pronouns Here is an overview of reflexive pronouns matched with subject pronouns.   I: myselfyou: yourselfhe: himselfshe: herselfit: itselfwe: ourselvesyou: yourselvesthey: themselves The reflexive pronoun oneself  is used when speaking in general about a situation. An alternate form is to use the reflexive pronoun yourself to speak about people in general: One can hurt oneself on those nails over there, so be careful!You can enjoy yourself by simply taking the time to relax.   Reflexive Pronoun Use Explained Use reflexive pronouns when the subject and the object are the same with reflexive verbs:   I enjoyed myself when I was in Canada.She hurt herself in the garden.   Here is a list of some of the most common reflexive verbs in English: to enjoy oneself:  I enjoyed myself last summer.to hurt oneself:  She hurt herself playing baseball last week.to kill oneself:  Killing oneself is considered a sin in many cultures.to market oneself as something:  Hes trying to market himself as a consultant.to convince oneself:  Peter tried to convince himself to move on with his life.to deny oneself:  Its a bad idea to deny oneself the occasional scoop of ice-cream.  to encourage oneself:  We encourage ourselves to learn something new every week.to pay oneself:  Sharon pays herself $5,000 a month.to make oneself something: George makes himself a sandwich. Reflexive Verbs That Change Meaning Some verbs change their meaning slightly when they are used with reflexive pronouns. Here is a list of some of the most common verbs with changes in meaning: to amuse oneself to have fun aloneto apply oneself   to try hardto content oneself to be happy with a limited amount of somethingto behave oneself to act properlyto find oneself to learn about and understand yourselfto help oneself   to not ask for help from othersto see oneself as something/someone to think about yourself in a specific manner Examples She amused herself by playing cards on the train.  They helped themselves to the food on the table.  Ill behave myself at the party. I promise!   As an Object of a Preposition Referring to Subject Reflexive verbs are also used as the object of a preposition in order to refer back to the subject: Tom bought a motorcycle for himself.They purchased a round trip ticket to New York for themselves.We made everything in this room by ourselves.Jackie took a weekend holiday to be by herself. To Emphasize Something Reflexive pronouns are also used to emphasize something when someone insists on doing something on their own rather than relying on someone else: No, I want to finish it myself!   I dont want anyone helping me.She insists on talking to the doctor herself.   She didnt want anyone else talking to the doctor. Frank tends to eat everything himself.   He doesnt let the other dogs get any food. As the Agent of an Action Reflexive pronouns are also used following the prepositional phrase all by to express the subject did something on their own: He drove to school all by himself.My friend learned  to invest in the stock market all by herself.I chose my clothing all by myself.   Problem Areas Many languages such as Italian, French, Spanish, German, and Russian often use verb forms which employ reflexive pronouns. Here are some examples: alzarsi:  Italian / get upcambiarsi:  Italian / change clothessich anziehen:  German / get dressedsich erholen:  German / get betterse baigner:  French / to bathe, swimse doucher:  French / to shower In English, reflexive verbs are much less common. Sometimes students make the mistake of translating directly from their native language and adding a reflexive pronoun when not necessary. Incorrect: I get myself up, shower myself and have breakfast before I leave for work.  She becomes herself angry when she doesnt get her way.   Correct: I get up, shower and have breakfast before I leave for work.She becomes angry when she doesnt get her way.

Thursday, November 21, 2019

Analysis of the Monster by Eminem ft. Rihanna Essay

Analysis of the Monster by Eminem ft. Rihanna - Essay Example This "Analysis of the â€Å"Monster† by Eminem ft. Rihanna" essay analyses and identifying the arguments and thesis of the video called "The Monster" which is sung by Eminem and Rihanna. He repeatedly identifies himself to be the Monster. He even uses the reminder of his relationship with the Monster in the chorus to allude to how effectively his ego has inflated, as well as, how tormenting it can to deal with his fame at times. â€Å"†¦I think I’m getting so huge I need a shrink. I’m beginning to lose sleep; one sheep, two sheep. Going cuckoo and cooky as Kool Keith†¦Ã¢â‚¬  (Line 13-15). The lyrics depict the theme of egoism and fame that makes artists thrive in the music industry. Meanwhile the monster under the bed as portrayed in the song depicts the inner voice that drives the artists in their singing.Though, it is devilish it is like a hidden power that makes an artist unique from others. It is a fact that every human being will enjoy recognition, the key source of happiness for different artists as it determines their survival that their ego develops. Once a person is established well, this ego conflicts with the natural occurring minds, therefore, delineate between the two distinct voices that are portrayed in the song. â€Å"To intervene between me and this monster†¦ And save me from myself and all this conflict†. Everyone knows how treacherous it may be in overwhelming the single-mind based voices. Therefore, it can be tricky and disturbing in sleeping as a minor ailment amongst a two or many voice environment as portrayed by Eminem.

Tuesday, November 19, 2019

Management information system ip2 Essay Example | Topics and Well Written Essays - 500 words

Management information system ip2 - Essay Example A research conducted by Greasley et al shows that the employees are able to relate to the concept of empowerment in a different way than the supervisors. The employees believe that they are provided with the responsibility of completing a certain task and this inflates them to complete the particular task in a remarkable manner. Other than the sense of responsibility, the employees also believe that they get a ‘control of work’ which provides them to manage their tasks accordingly. In other words the employees are able to work in a manner that is beneficial to both the employer and the employee himself (Greasley et al 2008). Employee Empowerment is considered as a source of high productivity by the supervisors. The supervisors can provide the employees with work and can create a unified goal which helps in increasing the productivity at a large scale. The supervisor is able to motivate the employee and hence optimize the performance in accordance to the needs. The supervisor tends to feel safe when handing the employees work because he/she believes that the employee would be able to take the responsibility on his own. In other words the level of trust increases between the supervisor and the employee (Potterfield 1999 p.123-124; Lashley p. 62-64). The theory X of management and decision-making process revolves around an authoritative form of leadership in which the managers hold the sole authority of making decisions whereas the theory Y states that the employees have an equal say in the decision making process. Employee Empowerment is a concept that relates to the theory Y as the managers give equal options to the employees when it comes to make decisions. Theory Y states that the managers should coach the employees in such a way that they are able to make their decisions with confidence and employee empowerment automatically instills confidence in the employees (Griffin 2012 p.39). Employee Empowerment

Sunday, November 17, 2019

Engineering codes of ethics, case scenarios, and societies that enforce them Essay Example for Free

Engineering codes of ethics, case scenarios, and societies that enforce them Essay Ethics can be defined as a branch within the wider field of philosophy whose main concern is addressing the issue of morality. Morality as a concept seeks to justify actions as good or bad, right or wrong and whether such actions are justified and virtuous. Ethics in itself is divided into many categories which normally vary to suit the issue at hand. From a general perspective, ethics can be widely grouped into theoretical and practical ethics. The theoretical aspect is concerned with theoretical meanings of moral propositions and the manner in which their truth values can be ascertained. The practical aspect of ethics seeks to address the possibility of achieving moral outcomes in a given situation (Luegenbiehl, 2003). Engineering ethics in this context is part of applied ethics that is skewed towards the examination and the setting of standards concerning the duty of an engineer to the general public, how they should attend to their clients, their duty to their employer, and their obligation towards enhancing and maintaining the moral integrity of the engineering profession. Engineering as a profession is very diverse in terms of the possible branches one can venture into. This diversity make some of the engineering fields share only very limited principles. While most of these disciplines tend to complement each other, these engineers are bound to work in different environments. As such there cannot be a unifying code of ethics for the whole engineering fraternity. Ethical codes in this profession are largely dependent on the exact field of specialization and the jurisdiction of practice. Another factor that comes into play is whether an engineer is providing consultancy service to his clients or the engineer is an employee of a given manufacturing enterprise (Colby Sullivan, 2008). In most countries, the engineers who attend to their clients are normally referred to as professional engineers and are usually licensed. They abide by codes that ensure professional ethics and to a larger extent governed by a number of statutes. Their counterparts who practice in the manufacturing industry have to abide by certain laws, key among them being whistle blowing and also the law of product liability. Their practice leans more towards business ethics as compared to engineering ethics. Professional engineers are usually in private practice and are always responsible for drafting some of the codes of ethics that govern their profession. Engineers who practice in the industrial sector do not enjoy accreditation by the relevant government agencies. It is an arguable fact that despite the field and sector of practice, these engineers face similar ethical issues. Similar in the sense that they share the same root causes but only change slightly in form depending on the discipline and the sector of practice (Luegenbiehl, 2003). Engineering societies have for a long time drafted their own codes of ethics. These codes of ethics have undergone a series of refinement over time in a bid to make them more viable to overcoming ethical issues. Such codes of ethics usually act as general guidelines since ethical issues are very diverse and as such some of these codes have to be adjusted to suit the situation at hand. In the United Kingdom, a notable example is the ‘Institution of Civil Engineers (ICE)’, which chose to incorporate its ethical codes into the standards of conduct. The code of ethics in engineering basically seeks to ensure the wellbeing of the public, the clients in the case of a professional engineer, the employer for the engineers who practice in the industry, and for the enhancement of the moral integrity of the engineering profession (Colby Sullivan, 2008). Any engineering profession is susceptible to a number of risks some of which may be detrimental to a wider section of the population. With this risk in mind, the first aim of an engineer is to ensure the safety and health, not only of the general public but also for themselves and their workmates. Engineers are required to subscribe to principles that ensure sustainable development in the course of their undertakings. Since the engineering profession is very diverse, an engineer who may be very competent in his field of specialization may not be able to achieve much in another line of engineering. For most of the engineering societies around the world, there are basic ethical codes that they seem to share in common. A code of ethics in the field of engineering always restricts engineers to stick to their areas of specialization. This is to avoid exposing himself and the general public to the imminent danger. An engineer is required to speak the truth on the technical aspects of a job and maintain a professional relationship with the employer or his client. Conflict of interest is a sure way to compromise and as such should always be avoided by an engineer. An engineer is supposed to safeguard the integrity and the interest of the engineering profession. In as much as an engineer is supposed to advance career wise, they have an obligation of ensuring professional growth for their juniors. According to the law of whistle blowing, an engineer is more obliged to safety than he is to the client or to his employer. This law requires the engineer to report cases where their employers or clients fail to follow their directions and in the process are exposing the public to potential danger. In some instances, some the relevant authorities fail to take action and this may end up in the engineer going public (Luegenbiehl, 2003). The most notable cases of disaster in the field of engineering have been caused by both technical and ethical issues. While some of these accidents have been due to technical aspects and design inadequacies, others have been due to inefficient management culture. Some of the cases that have been established to have an ethical dimension on their occurrence include the Chernobyl disaster, Bhopal disaster, Boston molasses accident, Johnstown Flood, just to mention but a few (Pfatteicher, 2001). Chernobyl disaster was an incident that took place in Ukraine, and it involved the meltdown in a nuclear reactor plant. This accident was to a larger extent blamed on human error. The personnel were blamed for using a limited ‘operational reactivity margin. ’ The disaster caused to the people living within the neighbourhood was immense in gravity and most of the effects were of a long term nature. The mental health of the people was extremely affected; cases of cancer were later reported to be rampant in the area. All these effects came about due to the irradiation of the area by radioactive material. The workers were also affected with more than thirty losing their lives within a span of three months from the time of occurrence of the disaster. An advisory group that was later formed to look into the cause of this disaster blamed the people who were responsible for the design of the power plant. They failed to consider certain pertinent aspects of the design which could have prevented such an occurrence or which could have ensured that the accident did not proceed to reach the level it did. It was realized that in the course of preparation and subsequent testing of turbine generators, it was done without the incorporation of systems that were responsible for technical protection. This was viewed to have been a breach of the safety provisions that were required for the actual technical exercise (Pfatteicher, 2001). Some of the most outstanding organizations that are concerned with engineering ethics include the ‘Institute of Civil Engineers (ICE)’ in the United Kingdom, the ‘Canadian Society for Professional Engineers,’ and the ‘National Society of Professional Engineers (NSPE)’ which have been seen to be championing for the upholding of ethical practices within the engineering field. The reasons for their establishments are to ensure that engineers in private practice, the government and in the manufacturing sector are able to subscribe to a common code of ethics within a given jurisdiction. Such bodies have certain punitive measures to their members in cases where ethics appear to have been sidelined in making decisions. To ensure that engineers adhere to such codes set by these organizations, it is mandatory to be registered with certain bodies within given jurisdictions to practice as an engineer (Haws, 2001). There has been a general drift towards formulating an all encompassing code of ethics for all engineers throughout the world. This has been noted by the fact that the codes formulated by most societies throughout the world appear to be having certain similarities. While this appears to be a very noble idea, some room and allowances will have to be allowed to accommodate the different cultures in the world. It is deemed that developing a set of common ethical codes and supplementing it with additional entries that regard the cultural setting and the exact field of specialization within engineering. The codes should be set out in such a manner that no confusion can be reported within a given jurisdiction (Luegenbiehl, 2003). References: Colby, A. , Sullivan, W. M. 2008, â€Å"Ethics Teaching in Undergraduate Engineering Education. † Journal of Engineering Education, Vol. 97. Haws, D. R. 2001, â€Å"Ethics Instruction in Engineering Education: a (Mini) Meta-analysis. † Journal of Engineering Education, Vol. 90. Luegenbiehl, H. C. 2003, Themes for an International Code of Engineering Ethics. Retrieved on 9th February 2010, from: http://www. asee. org/conferences/international/papers/upload/Themes-for-Int-l-Code-of-Eng-Ethics. pdf . Pfatteicher, S. K. , 2001, â€Å"Teaching Vs. Preaching: Ec2000 and the Engineering Ethics Dilemma. † Journal of Engineering Education, Vol. 90.

Thursday, November 14, 2019

The Role of Marlowes Excessive Drinking :: essays research papers

The Role of Marlowe's Excessive Drinking   Ã‚  Ã‚  Ã‚  Ã‚  Throughout the book 'The Big Sleep'; the character Marlowe is a detective working in Criminal Justice. This job seems to bring about a lot of stress to Marlowe, and in order to cope; he turns to drinking which relaxes him. Although he is an alcoholic he still is able to function and get his investigations done. He is a functional alcoholic who abuses alcohol constantly and has a great desire for it for various reasons. Some of the reasons that may be directly linked to Marlowe's abuse of alcohol boredom, psychological and or physical dependence and sometimes he drinks casually and socially. But job- related stress is the main reason Marlowe turns to alcohol because there are times he is able to drink on the job, drinking helps him relax and cope with his job-related stress, and alcohol is the agent that helps him deal with those problems.   Ã‚  Ã‚  Ã‚  Ã‚  One of the reasons that may cause Marlowe to turn to alcohol is his job. His job as an investigator sometimes turns stressful and alcohol helps him relax and get his mind off the job. Dealing with people and criminals constantly through out the day on the job can be stressful. Besides the fact that he must deal with Carmen's craziness, as the author describes her to be. Marlowe at one moment states 'I went to bed full of whiskey and frustration.'; This shows us that he drinks to help deal with the frustration he goes through and whiskey helps him.   Ã‚  Ã‚  Ã‚  Ã‚  Often times Marlowe drinks while working. Usually when socializing with someone. In a conversation with Eddie Mars Marlowe says 'I made myself a drink and was drinking it when the phone rang.'; In another situation while talking to Carmen he mentioned that he is going to go mix himself a drink and offers her one as well. After saying yes, Carmen and Marlowe drink together. This is all taking place while Marlowe is on the job, again drinking to get his mind off of other things and relax. This shows that Marlowe is not just a social or casual drinker, he is an alcoholic and has some form of dependency to alcohol, not to mention a great tolerance as well. Marlowe recognizes this and drinks in front of people, with people while along, and he mentioned he doesn't care if anyone knows. When people are vulnerable Marlowe offers drinks and in most situations finds himself a drinking partner.

Tuesday, November 12, 2019

Proposal: the Hunger in Ethiopia

Research Proposal Introduction/ Background Information: Ethiopia has been suffering from poverty and hunger for many years. Most of the people around the world are not aware of this massacre. Ethiopia is an agro-based country; they have only agricultural labor to invest on. The drought in Ethiopia has caused a huge impact in the economy. There are currently over 500,000 acutely malnourished children in Ethiopia. They have been getting foreign aid but reports in the conversations with many starvation victims confirm that the situation is still not improved.By increasing foreign aid, the foreign country can get certain benefits, they can assure military assistance, gain land to search for oil, and create an alliance. Our research study will bring awareness about the terrible situation in Ethiopia to the whole world. When this research study is successful, our prediction is that people all over the world will help and protest for more foreign aids. Ethiopia will receive enough aid to in vest on a permanent solution to poverty and many lives will be saved from starvation and malnutrition. The funding company which funds this research study will be reatly benefited because it will be appreciated and credited on all our research studies. The funding agency will be thanked by the people all over the world and it will be known by the whole world. We have high expectation that this study will be a success because similar work has been very successful in the past years. Invisible Children Kony 2012, a video published by Jason Russell which brings awareness to the world about the Ugandan criminal, was very successful. They have captured the attention of the people around the whole world.The video has gotten over 84 million views in just two weeks. Proposed Work: The intent of the proposed study is to learn about the suffering victims in Ethiopia. In this research study, interviews will be the primary research approach. It is anticipated that the victims will talk about the ir stories and variety of topics throughout the interview. It is anticipated that over 30 interviews will be conducted within a year. All interviews will be videotaped with the interviewee’s permission. The expected interview length is about an hour long.I will write field notes while observing, giving interviews and listening to the interviews from the tape after. I expect to obtain more information and data from the organizations that are already there to help the victims, papers, officials of the government of Ethiopia and any other subjects that relates with my research study. All the interviews and data will be saved and organized on computer software. Some Interviews will be edited and published in the internet where everyone in the world should have access to. We will also be advertising it in the internet nd in major cities of United States. I will create a webpage where we have our statistics and data. People all over the world are expected to be interacting with eac h other in our webpage, which creates awareness. I will interact with people on social networking websites such as Twitter, Facebook and email. Budget: I will need the following materials, equipment and personnel for a comfort success. I will need stationary material for recording, cameras, computers, microphones, sound systems and computer software for video editing and file storage. I will hire about 10 qualified interns nd employees for different tasks. Out of all the employees, some will be interviewers and journalists who will assist me with interviews and conduct their own interviews in different rural part of Ethiopia. Some of the employees will be in control of editing videos and uploading it on Internet webpage, manage the webpage and social networking sites such as Facebook and twitter. The webpage would have the options for people to make donations that go to the charity to help the victims. The estimated cost for this research project is about half a million ollars. The amount specified includes the material, equipment, personnel, travel expenses and salary for the interns and the employees including me. The research study is proposed to start in spring of 2012 and expected to finish in the middle of 2013. Conclusion/Recommendation: This project is very significant because many lives depend on it. It will give awareness to the whole world about the situation in Ethiopia. The action taken against this massacre is very helpful to these poor people who live their life with a dollar a day. This problem can be solved y being united and protesting for more aid, advertising, donating and collecting donations. Many lives can be saved. References: 1. Alexander, Douglas. â€Å"House of Commons Hansard Written Answers for 03 Nov 2009 (pt 0001). † United Kingdom Parliament Home Page. 3 Nov. 2009. Web. 16 Mar. 2012. . 2. Gordts, Eline. â€Å"Ethiopia: Hunger During Worst Drought In 60 Years. † The Huffington Post. TheHuffingtonPost. com, 17 Aug. 2 011. Web. 16 Mar. 2012. . 3. Sanders, Edmund. â€Å"Hunger Is Once Again Stalking Ethiopia. † Los Angeles Times. Los Angeles Times, 05 Aug. 2008. Web. 16 Mar. 2012. .

Saturday, November 9, 2019

Major Aspects if the Marketing Plan

This three year marketing plan has been formulated to curb the negative effects on the perception about the McDonald’s Corporation of the larger community. Further, it is the intent behind the formulation of this plan to make positive use of all the negative publicity targeted towards McDonald’s by criticisms such as those raised by the documentary film â€Å"Super Size Me† and the book and film of the same title, â€Å"Fast Food Nation†, as publicity although negative brings with it the focus and spotlight of the media on the company and any efforts on the part of the Corporation to resurface as an advocate of healthy living will be publicized with as much fervor by the various media. The plan involves an operational as well as marketing shift in focus towards a more healthy life and a balanced diet while promoting healthy habits such as working out as well as encouraging the youngsters of the country to pursue higher education and save money for college. Major Aspects if the Marketing Plan This plan is spread over a time span of three years, outlining the product, pricing, distribution and promotion strategies to be implemented and executed during this time. The plan takes into consideration that while the McDonald’s brand image is one of its greatest strengths, this strength is slowly waning away under the intense scrutiny and attention of the media towards the various criticisms launched against McDonald’s and thus it proposes a revitalization of the McDonald’s philosophy so as to focus on the youth and value a healthy lifestyle, healthy eating habits, smart choices and education. The plan also outline the structural issues that may arise during its implementation and execution, tactical initiatives to turn strategy into action and methods, means and measures for the evaluation and control of the marketing effort through regular marketing audits. The concentration on targeting the marketing efforts towards youngsters will mean a shift from marketing efforts targeted towards children in order to get to their parents’ pockets. This will also mean that the primary target market then will be between the ages of 18 and 35, whereas the secondary market will include other age groups as well. Situation Analysis Analysis of Internal Environment Since it is the world’s top fast food company in terms of sales, it is hard to believe that McDonald’s has only recently recovered from a severe and persistent downturn in sales. CEO Jim Skinner’s strategy for bringing the fast food giant back on its feet has been based largely on improving the quality of food instead of expanding rapidly and increasing the number of locations where McDonald’s is available. Furthermore, out of a total of almost 31, 000 restaurants in around 120 countries worldwide, 75% are being run by franchisees rather then by the corporation itself. In addition to improving food quality through upgrading of facilities, the McDonald’s Corporation has also been consciously attempting to decrease the number of company run outlets, with the plan of transferring ownership of 2300 locations to licensees by the year 2008. (McDonald’s Corporation Company Profile) Analysis of Customer Environment â€Å"With the successful expansion of McDonald's into many international markets, the company has become a symbol of globalization and the spread of the American way of life† (Wikipedia). The ‘American way of life’ is fast paced, always on the go, technology driven and consistently changing; with divorce rates increasing and the number of single parent families on the rise. The world over, the number of women in the workforce is increasing year by year, contributing to the rise in families with both parents working. â€Å"Fast food restaurants differ from full-service restaurants in that customers generally order and pay before eating† because the typical fast food customer is in a hurry and demands a quick meal. The typical fast food consumer is between he ages of 18 and 35, with no children. (Fast Food and Quickservice Restaurant Industry) Analysis of External Environment According to Hoover’s profile of the Fast Food and Quickservice Restaurant industry, demand in the industry is driven by â€Å"personal income† and â€Å"demographics and â€Å"the profitability of individual companies depends on efficient operations, effective marketing, and the ability to provide fast service†. Also, large companies are at and advantage because they can efficiently reap the benefits of economies of scale, making money out of volume rather then big margins (Fast Food and Quickservice Restaurant Industry). The top competitors for McDonald’s are Burger King, Subway and YUM! Foods (McDonald’s Corporation Company Profile) although â€Å"fullservice restaurants; supermarkets; delis; convenience stores; snack shops (donut or bagel shops); cafeterias† and other companies that offer prepared food are all part of the competition (Fast Food and Quickservice Restaurant Industry). SWOT Analysis Strengths Being a multinational company with operations in over 120 countries of the world, McDonald’s global presence and its sheer size as an organization is a huge strength, enabling it to benefit from economies of scale and profit sanctuaries. Other then that, McDonald’s ability of adaptation to local cultures wherever it appears on the globe has enabled it to expand across borders, countries and continents; a feat made possible by the strategy of operating through franchisees and licensees. The other great strengths of McDonald’s are its brand image, brand equity and expansive financial resources. Weaknesses The one weakness of the McDonald’s Corporation is its inability to adapt to changing tastes. Like most big companies, McDonald’s is to an extent a victim of its own success, a giant that is slow to wake up to problems and challenges. Opportunities The opportunities for McDonald’s as a multinational fast food company lie in developing countries which are home to growing markets of fast food and in developed countries where adults remain largely untapped as a market for fast food. Threats McDonald’s faces the threat of immense competition from its top competitors; Burger King, Subway and YUM! In addition to this, threats are also posed by the issues raised in the book Eric Schlosser titled â€Å"Fast Food Nation†, the movie of the same name and the documentary film â€Å"Super Size Me† by Morgan Spurlock. Schlosser’s book alleges that McDonald’s among other fast food companies â€Å"uses its political influence to increase their own profits at the expense of people's health and the social conditions of its workers† while also questioning McDonald’s practice of advertising tactics which target children. Spurlock’s documentary film, featuring himself as the participant in an experiment where for 30 days, he ate only McDonald’s food raises similar allegations, proclaiming that â€Å"McDonald's food was contributing heavily to the epidemic of obesity in American society, and failing to provide nutritional information about its food for its customers† (Wikipedia) Analysis of the SWOT matrix In light of the SWOT analysis conducted above, it may be concluded that McDonald’s possesses the capability of overcoming the threats posed by negative publicity caused by the films such as â€Å"Fast Food Nation† and â€Å"Super Size Me† and various other social activists because it has access to the financial resources which would be required to curb this negative publicity. The only thing lacking is a specific focus of the management on this issue and its resolution. Developing competitive advantages McDonald’s can develop competitive advantages by becoming a socially responsible and aware organization, especially by actively supporting a cause which cancels or nullifies the impact of the aforementioned negative publicity. It is proposed that McDonald’s concentrate on social responsibility and public relations by supporting a cause which it can internalize into the organization. The proposed cause is the physical and mental well being of youngsters which includes leading healthy lives free from eating disorders such as obesity, anorexia, bulimia etc and a college education. Developing a Strategic Focus To fight the ongoing battle against negative publicity against McDonald’s it is suggested that the McDonald’s Corporation develop a strategic focus on resolving this issue and through this resolution pave the path for future development and growth of the company. It is proposed that McDonald’s create this strategic focus by concentrating marketing efforts towards youngsters between the ages of 18 and 35 rather then the McDonald’s trademark of the use of ‘ester power’ to influence children. Marketing Goals and Objectives Marketing Goals The goal of marketing according to this plan will be to use marketing communications with the intent of converting the negative publicity targeted towards McDonald’s into positive and turn it into an advantage for the company. Marketing Objectives The objective of the marketing campaign will be to nullify the negative perception regarding McDonald’s that it is contributing towards the spreading of the â€Å"epidemic† that is â€Å"obesity† and establish that McDonald’s is a healthy organization which believes in and values physical fitness as well as personal wellbeing and self esteem. Marketing Strategy The marketing strategy throughout the tenure of this plan will be to focus on youngsters and students, seeking to culminate the habit of working out and eating healthy, making smart choices and supporting education of the youth of the world. Primary Target Market The primary target market for McDonald’s is students and youngsters between the ages of 18 and 35. The secondary target market includes people of all ages who are looking for a quick, yet fulfilling meal as well as children who otherwise run away from eating and would rather play in the park then be home at meal times. Product Strategy McDonald’s will offer its usual, popular products that it is known for, however it will start printing nutritional content on the actual packaging of the product in legible font size, black in colour. However, the quantities of the contents will be reconsidered and changed according to the daily requirement of each by the human body to remain fit and healthy. Pricing Strategy McDonald’s will offer student discounts at its outlets for students living away from home, granted on products specially designed for students redeemable on showing student identity cards at the time of purchase. Distribution Strategy Distribution will be carried out in the usual manner through company owned and franchised outlets and kiosks. Integrated Marketing Communication Strategy The integrated marketing communication strategy will involve the extensive use of advertising and public relations to publicize McDonald’s effort of supporting healthy eating habits and making smart choices. Marketing Implementation The marketing strategy outlined above will be implemented through an extensive media, supporting PR plan and a massive revitalizing effort designed to convert the effects of the negative publicity brought on by issues raised in â€Å"Super Size Me† and â€Å"Fast Food Nation† by focusing on students and youngsters. Structural Issues The structural issues that will be faced during the implementation of this marketing plan may include employee resistance, inconsistencies between company run and franchised eateries and slow conversion from the past practices to the ones proposed in this plan. A major structural issue will be faced in shifting the marketing and operational focus on to young adults instead of that which was previously on children through advertising the McDonald’s toys given away with the Happy Meals and the famous Play Places. Tactical Marketing Activities The tactical activities will include a number of youth oriented programs, which will support healthier eating habits for both, those who eat less then is healthy as well as those who eat more then is healthy, smarter choices by young people and assistance with educational endeavours. Jobs at McDonald’s outlets will be publicized to be open for candidates who are studying at school, college and/or wish to save for a college education; nutritional content will be printed on the packaging of products and will de re-proportioned to be aligned with the requirement of a young healthy human body; public service messages regarding eating disorders such as anorexia and obesity will be funded; Club McDonald’s will be founded where youngsters with eating disorders and the will to take control of their situation will be provided with expert counseling, interaction with others youngsters facing similar problems along with the comfort of knowing that they are not alone. Evaluation and Control Since the goals and objectives of this plan focus on dealing with the negative perception regarding McDonald’s caused by such criticisms as posed by media such as â€Å"Super Size Me† and â€Å"Fast Food Nation†, the evaluation and control measures will also focus on measuring the impact of the marketing effort on such perceptions. Formal controls Formal controls will include the establishment of performance targets for each of the tactical initiatives proposed in this plan on regular intervals, ensuring that these targets are met, and if this is not so then ascertaining the reasons for exceeding or failing to meet these targets on the part of those held accountable. Informal controls Informal controls will take the form of feedback forums on the websites for each tactical initiative as well as the reviews of participants/member of Club McDonald’s. Implementation Schedule and Timeline This plan will span over a period of three years, after which the goals and objectives would have been met in the manner that is outlined in this plan. Each initiative will be timed according to the best possible situational conditions which are conducive the successful implementation of the initiative. McDonald’s will resurface as an advocate of healthy living, smart choices and education for all. Marketing Audits During the three year life span of this marketing plan, marketing audits will be conducted at regular intervals, that once after every quarter of a year meaning that there will be a total of 12 marketing audits conducted throughout the 3 year time span of the marketing plan. Bibliography Fast Food and Quickservice Restaurant Industry. Retrieved on Jun 15, 2007 Fast Food Nation. Retrieved on Jun 15, 2007 from: http://en.wikipedia.org/wiki/Fast_Food_Nation McDonald’s. Retrieved on Jun 15, 2007 from: http://en.wikipedia.org/wiki/McDonald%27s McDonald’s Corporation Company Profile. Retrieved on Jun 15, 2007 ; Major Aspects if the Marketing Plan This three year marketing plan has been formulated to curb the negative effects on the perception about the McDonald’s Corporation of the larger community. Further, it is the intent behind the formulation of this plan to make positive use of all the negative publicity targeted towards McDonald’s by criticisms such as those raised by the documentary film â€Å"Super Size Me† and the book and film of the same title, â€Å"Fast Food Nation†, as publicity although negative brings with it the focus and spotlight of the media on the company and any efforts on the part of the Corporation to resurface as an advocate of healthy living will be publicized with as much fervor by the various media. The plan involves an operational as well as marketing shift in focus towards a more healthy life and a balanced diet while promoting healthy habits such as working out as well as encouraging the youngsters of the country to pursue higher education and save money for college. Major Aspects if the Marketing Plan This plan is spread over a time span of three years, outlining the product, pricing, distribution and promotion strategies to be implemented and executed during this time. The plan takes into consideration that while the McDonald’s brand image is one of its greatest strengths, this strength is slowly waning away under the intense scrutiny and attention of the media towards the various criticisms launched against McDonald’s and thus it proposes a revitalization of the McDonald’s philosophy so as to focus on the youth and value a healthy lifestyle, healthy eating habits, smart choices and education. The plan also outline the structural issues that may arise during its implementation and execution, tactical initiatives to turn strategy into action and methods, means and measures for the evaluation and control of the marketing effort through regular marketing audits. The concentration on targeting the marketing efforts towards youngsters will mean a shift from marketing efforts targeted towards children in order to get to their parents’ pockets. This will also mean that the primary target market then will be between the ages of 18 and 35, whereas the secondary market will include other age groups as well. Situation Analysis Analysis of Internal Environment Since it is the world’s top fast food company in terms of sales, it is hard to believe that McDonald’s has only recently recovered from a severe and persistent downturn in sales. CEO Jim Skinner’s strategy for bringing the fast food giant back on its feet has been based largely on improving the quality of food instead of expanding rapidly and increasing the number of locations where McDonald’s is available. Furthermore, out of a total of almost 31, 000 restaurants in around 120 countries worldwide, 75% are being run by franchisees rather then by the corporation itself. In addition to improving food quality through upgrading of facilities, the McDonald’s Corporation has also been consciously attempting to decrease the number of company run outlets, with the plan of transferring ownership of 2300 locations to licensees by the year 2008. (McDonald’s Corporation Company Profile) Analysis of Customer Environment â€Å"With the successful expansion of McDonald's into many international markets, the company has become a symbol of globalization and the spread of the American way of life† (Wikipedia). The ‘American way of life’ is fast paced, always on the go, technology driven and consistently changing; with divorce rates increasing and the number of single parent families on the rise. The world over, the number of women in the workforce is increasing year by year, contributing to the rise in families with both parents working. â€Å"Fast food restaurants differ from full-service restaurants in that customers generally order and pay before eating† because the typical fast food customer is in a hurry and demands a quick meal. The typical fast food consumer is between he ages of 18 and 35, with no children. (Fast Food and Quickservice Restaurant Industry) Analysis of External Environment According to Hoover’s profile of the Fast Food and Quickservice Restaurant industry, demand in the industry is driven by â€Å"personal income† and â€Å"demographics and â€Å"the profitability of individual companies depends on efficient operations, effective marketing, and the ability to provide fast service†. Also, large companies are at and advantage because they can efficiently reap the benefits of economies of scale, making money out of volume rather then big margins (Fast Food and Quickservice Restaurant Industry). The top competitors for McDonald’s are Burger King, Subway and YUM! Foods (McDonald’s Corporation Company Profile) although â€Å"fullservice restaurants; supermarkets; delis; convenience stores; snack shops (donut or bagel shops); cafeterias† and other companies that offer prepared food are all part of the competition (Fast Food and Quickservice Restaurant Industry). SWOT Analysis Strengths Being a multinational company with operations in over 120 countries of the world, McDonald’s global presence and its sheer size as an organization is a huge strength, enabling it to benefit from economies of scale and profit sanctuaries. Other then that, McDonald’s ability of adaptation to local cultures wherever it appears on the globe has enabled it to expand across borders, countries and continents; a feat made possible by the strategy of operating through franchisees and licensees. The other great strengths of McDonald’s are its brand image, brand equity and expansive financial resources. Weaknesses The one weakness of the McDonald’s Corporation is its inability to adapt to changing tastes. Like most big companies, McDonald’s is to an extent a victim of its own success, a giant that is slow to wake up to problems and challenges. Opportunities The opportunities for McDonald’s as a multinational fast food company lie in developing countries which are home to growing markets of fast food and in developed countries where adults remain largely untapped as a market for fast food. Threats McDonald’s faces the threat of immense competition from its top competitors; Burger King, Subway and YUM! In addition to this, threats are also posed by the issues raised in the book Eric Schlosser titled â€Å"Fast Food Nation†, the movie of the same name and the documentary film â€Å"Super Size Me† by Morgan Spurlock. Schlosser’s book alleges that McDonald’s among other fast food companies â€Å"uses its political influence to increase their own profits at the expense of people's health and the social conditions of its workers† while also questioning McDonald’s practice of advertising tactics which target children. Spurlock’s documentary film, featuring himself as the participant in an experiment where for 30 days, he ate only McDonald’s food raises similar allegations, proclaiming that â€Å"McDonald's food was contributing heavily to the epidemic of obesity in American society, and failing to provide nutritional information about its food for its customers† (Wikipedia) Analysis of the SWOT matrix In light of the SWOT analysis conducted above, it may be concluded that McDonald’s possesses the capability of overcoming the threats posed by negative publicity caused by the films such as â€Å"Fast Food Nation† and â€Å"Super Size Me† and various other social activists because it has access to the financial resources which would be required to curb this negative publicity. The only thing lacking is a specific focus of the management on this issue and its resolution. Developing competitive advantages McDonald’s can develop competitive advantages by becoming a socially responsible and aware organization, especially by actively supporting a cause which cancels or nullifies the impact of the aforementioned negative publicity. It is proposed that McDonald’s concentrate on social responsibility and public relations by supporting a cause which it can internalize into the organization. The proposed cause is the physical and mental well being of youngsters which includes leading healthy lives free from eating disorders such as obesity, anorexia, bulimia etc and a college education. Developing a Strategic Focus To fight the ongoing battle against negative publicity against McDonald’s it is suggested that the McDonald’s Corporation develop a strategic focus on resolving this issue and through this resolution pave the path for future development and growth of the company. It is proposed that McDonald’s create this strategic focus by concentrating marketing efforts towards youngsters between the ages of 18 and 35 rather then the McDonald’s trademark of the use of ‘ester power’ to influence children. Marketing Goals and Objectives Marketing Goals The goal of marketing according to this plan will be to use marketing communications with the intent of converting the negative publicity targeted towards McDonald’s into positive and turn it into an advantage for the company. Marketing Objectives The objective of the marketing campaign will be to nullify the negative perception regarding McDonald’s that it is contributing towards the spreading of the â€Å"epidemic† that is â€Å"obesity† and establish that McDonald’s is a healthy organization which believes in and values physical fitness as well as personal wellbeing and self esteem. Marketing Strategy The marketing strategy throughout the tenure of this plan will be to focus on youngsters and students, seeking to culminate the habit of working out and eating healthy, making smart choices and supporting education of the youth of the world. Primary Target Market The primary target market for McDonald’s is students and youngsters between the ages of 18 and 35. The secondary target market includes people of all ages who are looking for a quick, yet fulfilling meal as well as children who otherwise run away from eating and would rather play in the park then be home at meal times. Product Strategy McDonald’s will offer its usual, popular products that it is known for, however it will start printing nutritional content on the actual packaging of the product in legible font size, black in colour. However, the quantities of the contents will be reconsidered and changed according to the daily requirement of each by the human body to remain fit and healthy. Pricing Strategy McDonald’s will offer student discounts at its outlets for students living away from home, granted on products specially designed for students redeemable on showing student identity cards at the time of purchase. Distribution Strategy Distribution will be carried out in the usual manner through company owned and franchised outlets and kiosks. Integrated Marketing Communication Strategy The integrated marketing communication strategy will involve the extensive use of advertising and public relations to publicize McDonald’s effort of supporting healthy eating habits and making smart choices. Marketing Implementation The marketing strategy outlined above will be implemented through an extensive media, supporting PR plan and a massive revitalizing effort designed to convert the effects of the negative publicity brought on by issues raised in â€Å"Super Size Me† and â€Å"Fast Food Nation† by focusing on students and youngsters. Structural Issues The structural issues that will be faced during the implementation of this marketing plan may include employee resistance, inconsistencies between company run and franchised eateries and slow conversion from the past practices to the ones proposed in this plan. A major structural issue will be faced in shifting the marketing and operational focus on to young adults instead of that which was previously on children through advertising the McDonald’s toys given away with the Happy Meals and the famous Play Places. Tactical Marketing Activities The tactical activities will include a number of youth oriented programs, which will support healthier eating habits for both, those who eat less then is healthy as well as those who eat more then is healthy, smarter choices by young people and assistance with educational endeavours. Jobs at McDonald’s outlets will be publicized to be open for candidates who are studying at school, college and/or wish to save for a college education; nutritional content will be printed on the packaging of products and will de re-proportioned to be aligned with the requirement of a young healthy human body; public service messages regarding eating disorders such as anorexia and obesity will be funded; Club McDonald’s will be founded where youngsters with eating disorders and the will to take control of their situation will be provided with expert counseling, interaction with others youngsters facing similar problems along with the comfort of knowing that they are not alone. Evaluation and Control Since the goals and objectives of this plan focus on dealing with the negative perception regarding McDonald’s caused by such criticisms as posed by media such as â€Å"Super Size Me† and â€Å"Fast Food Nation†, the evaluation and control measures will also focus on measuring the impact of the marketing effort on such perceptions. Formal controls Formal controls will include the establishment of performance targets for each of the tactical initiatives proposed in this plan on regular intervals, ensuring that these targets are met, and if this is not so then ascertaining the reasons for exceeding or failing to meet these targets on the part of those held accountable. Informal controls Informal controls will take the form of feedback forums on the websites for each tactical initiative as well as the reviews of participants/member of Club McDonald’s. Implementation Schedule and Timeline This plan will span over a period of three years, after which the goals and objectives would have been met in the manner that is outlined in this plan. Each initiative will be timed according to the best possible situational conditions which are conducive the successful implementation of the initiative. McDonald’s will resurface as an advocate of healthy living, smart choices and education for all. Marketing Audits During the three year life span of this marketing plan, marketing audits will be conducted at regular intervals, that once after every quarter of a year meaning that there will be a total of 12 marketing audits conducted throughout the 3 year time span of the marketing plan. Bibliography Fast Food and Quickservice Restaurant Industry. Retrieved on Jun 15, 2007 Fast Food Nation. Retrieved on Jun 15, 2007 from: http://en.wikipedia.org/wiki/Fast_Food_Nation McDonald’s. Retrieved on Jun 15, 2007 from: http://en.wikipedia.org/wiki/McDonald%27s McDonald’s Corporation Company Profile. Retrieved on Jun 15, 2007 ; Major Aspects if the Marketing Plan This three year marketing plan has been formulated to curb the negative effects on the perception about the McDonald’s Corporation of the larger community. Further, it is the intent behind the formulation of this plan to make positive use of all the negative publicity targeted towards McDonald’s by criticisms such as those raised by the documentary film â€Å"Super Size Me† and the book and film of the same title, â€Å"Fast Food Nation†, as publicity although negative brings with it the focus and spotlight of the media on the company and any efforts on the part of the Corporation to resurface as an advocate of healthy living will be publicized with as much fervor by the various media. The plan involves an operational as well as marketing shift in focus towards a more healthy life and a balanced diet while promoting healthy habits such as working out as well as encouraging the youngsters of the country to pursue higher education and save money for college. Major Aspects if the Marketing Plan This plan is spread over a time span of three years, outlining the product, pricing, distribution and promotion strategies to be implemented and executed during this time. The plan takes into consideration that while the McDonald’s brand image is one of its greatest strengths, this strength is slowly waning away under the intense scrutiny and attention of the media towards the various criticisms launched against McDonald’s and thus it proposes a revitalization of the McDonald’s philosophy so as to focus on the youth and value a healthy lifestyle, healthy eating habits, smart choices and education. The plan also outline the structural issues that may arise during its implementation and execution, tactical initiatives to turn strategy into action and methods, means and measures for the evaluation and control of the marketing effort through regular marketing audits. The concentration on targeting the marketing efforts towards youngsters will mean a shift from marketing efforts targeted towards children in order to get to their parents’ pockets. This will also mean that the primary target market then will be between the ages of 18 and 35, whereas the secondary market will include other age groups as well. Situation Analysis Analysis of Internal Environment Since it is the world’s top fast food company in terms of sales, it is hard to believe that McDonald’s has only recently recovered from a severe and persistent downturn in sales. CEO Jim Skinner’s strategy for bringing the fast food giant back on its feet has been based largely on improving the quality of food instead of expanding rapidly and increasing the number of locations where McDonald’s is available. Furthermore, out of a total of almost 31, 000 restaurants in around 120 countries worldwide, 75% are being run by franchisees rather then by the corporation itself. In addition to improving food quality through upgrading of facilities, the McDonald’s Corporation has also been consciously attempting to decrease the number of company run outlets, with the plan of transferring ownership of 2300 locations to licensees by the year 2008. (McDonald’s Corporation Company Profile) Analysis of Customer Environment â€Å"With the successful expansion of McDonald's into many international markets, the company has become a symbol of globalization and the spread of the American way of life† (Wikipedia). The ‘American way of life’ is fast paced, always on the go, technology driven and consistently changing; with divorce rates increasing and the number of single parent families on the rise. The world over, the number of women in the workforce is increasing year by year, contributing to the rise in families with both parents working. â€Å"Fast food restaurants differ from full-service restaurants in that customers generally order and pay before eating† because the typical fast food customer is in a hurry and demands a quick meal. The typical fast food consumer is between he ages of 18 and 35, with no children. (Fast Food and Quickservice Restaurant Industry) Analysis of External Environment According to Hoover’s profile of the Fast Food and Quickservice Restaurant industry, demand in the industry is driven by â€Å"personal income† and â€Å"demographics and â€Å"the profitability of individual companies depends on efficient operations, effective marketing, and the ability to provide fast service†. Also, large companies are at and advantage because they can efficiently reap the benefits of economies of scale, making money out of volume rather then big margins (Fast Food and Quickservice Restaurant Industry). The top competitors for McDonald’s are Burger King, Subway and YUM! Foods (McDonald’s Corporation Company Profile) although â€Å"fullservice restaurants; supermarkets; delis; convenience stores; snack shops (donut or bagel shops); cafeterias† and other companies that offer prepared food are all part of the competition (Fast Food and Quickservice Restaurant Industry). SWOT Analysis Strengths Being a multinational company with operations in over 120 countries of the world, McDonald’s global presence and its sheer size as an organization is a huge strength, enabling it to benefit from economies of scale and profit sanctuaries. Other then that, McDonald’s ability of adaptation to local cultures wherever it appears on the globe has enabled it to expand across borders, countries and continents; a feat made possible by the strategy of operating through franchisees and licensees. The other great strengths of McDonald’s are its brand image, brand equity and expansive financial resources. Weaknesses The one weakness of the McDonald’s Corporation is its inability to adapt to changing tastes. Like most big companies, McDonald’s is to an extent a victim of its own success, a giant that is slow to wake up to problems and challenges. Opportunities The opportunities for McDonald’s as a multinational fast food company lie in developing countries which are home to growing markets of fast food and in developed countries where adults remain largely untapped as a market for fast food. Threats McDonald’s faces the threat of immense competition from its top competitors; Burger King, Subway and YUM! In addition to this, threats are also posed by the issues raised in the book Eric Schlosser titled â€Å"Fast Food Nation†, the movie of the same name and the documentary film â€Å"Super Size Me† by Morgan Spurlock. Schlosser’s book alleges that McDonald’s among other fast food companies â€Å"uses its political influence to increase their own profits at the expense of people's health and the social conditions of its workers† while also questioning McDonald’s practice of advertising tactics which target children. Spurlock’s documentary film, featuring himself as the participant in an experiment where for 30 days, he ate only McDonald’s food raises similar allegations, proclaiming that â€Å"McDonald's food was contributing heavily to the epidemic of obesity in American society, and failing to provide nutritional information about its food for its customers† (Wikipedia) Analysis of the SWOT matrix In light of the SWOT analysis conducted above, it may be concluded that McDonald’s possesses the capability of overcoming the threats posed by negative publicity caused by the films such as â€Å"Fast Food Nation† and â€Å"Super Size Me† and various other social activists because it has access to the financial resources which would be required to curb this negative publicity. The only thing lacking is a specific focus of the management on this issue and its resolution. Developing competitive advantages McDonald’s can develop competitive advantages by becoming a socially responsible and aware organization, especially by actively supporting a cause which cancels or nullifies the impact of the aforementioned negative publicity. It is proposed that McDonald’s concentrate on social responsibility and public relations by supporting a cause which it can internalize into the organization. The proposed cause is the physical and mental well being of youngsters which includes leading healthy lives free from eating disorders such as obesity, anorexia, bulimia etc and a college education. Developing a Strategic Focus To fight the ongoing battle against negative publicity against McDonald’s it is suggested that the McDonald’s Corporation develop a strategic focus on resolving this issue and through this resolution pave the path for future development and growth of the company. It is proposed that McDonald’s create this strategic focus by concentrating marketing efforts towards youngsters between the ages of 18 and 35 rather then the McDonald’s trademark of the use of ‘ester power’ to influence children. Marketing Goals and Objectives Marketing Goals The goal of marketing according to this plan will be to use marketing communications with the intent of converting the negative publicity targeted towards McDonald’s into positive and turn it into an advantage for the company. Marketing Objectives The objective of the marketing campaign will be to nullify the negative perception regarding McDonald’s that it is contributing towards the spreading of the â€Å"epidemic† that is â€Å"obesity† and establish that McDonald’s is a healthy organization which believes in and values physical fitness as well as personal wellbeing and self esteem. Marketing Strategy The marketing strategy throughout the tenure of this plan will be to focus on youngsters and students, seeking to culminate the habit of working out and eating healthy, making smart choices and supporting education of the youth of the world. Primary Target Market The primary target market for McDonald’s is students and youngsters between the ages of 18 and 35. The secondary target market includes people of all ages who are looking for a quick, yet fulfilling meal as well as children who otherwise run away from eating and would rather play in the park then be home at meal times. Product Strategy McDonald’s will offer its usual, popular products that it is known for, however it will start printing nutritional content on the actual packaging of the product in legible font size, black in colour. However, the quantities of the contents will be reconsidered and changed according to the daily requirement of each by the human body to remain fit and healthy. Pricing Strategy McDonald’s will offer student discounts at its outlets for students living away from home, granted on products specially designed for students redeemable on showing student identity cards at the time of purchase. Distribution Strategy Distribution will be carried out in the usual manner through company owned and franchised outlets and kiosks. Integrated Marketing Communication Strategy The integrated marketing communication strategy will involve the extensive use of advertising and public relations to publicize McDonald’s effort of supporting healthy eating habits and making smart choices. Marketing Implementation The marketing strategy outlined above will be implemented through an extensive media, supporting PR plan and a massive revitalizing effort designed to convert the effects of the negative publicity brought on by issues raised in â€Å"Super Size Me† and â€Å"Fast Food Nation† by focusing on students and youngsters. Structural Issues The structural issues that will be faced during the implementation of this marketing plan may include employee resistance, inconsistencies between company run and franchised eateries and slow conversion from the past practices to the ones proposed in this plan. A major structural issue will be faced in shifting the marketing and operational focus on to young adults instead of that which was previously on children through advertising the McDonald’s toys given away with the Happy Meals and the famous Play Places. Tactical Marketing Activities The tactical activities will include a number of youth oriented programs, which will support healthier eating habits for both, those who eat less then is healthy as well as those who eat more then is healthy, smarter choices by young people and assistance with educational endeavours. Jobs at McDonald’s outlets will be publicized to be open for candidates who are studying at school, college and/or wish to save for a college education; nutritional content will be printed on the packaging of products and will de re-proportioned to be aligned with the requirement of a young healthy human body; public service messages regarding eating disorders such as anorexia and obesity will be funded; Club McDonald’s will be founded where youngsters with eating disorders and the will to take control of their situation will be provided with expert counseling, interaction with others youngsters facing similar problems along with the comfort of knowing that they are not alone. Evaluation and Control Since the goals and objectives of this plan focus on dealing with the negative perception regarding McDonald’s caused by such criticisms as posed by media such as â€Å"Super Size Me† and â€Å"Fast Food Nation†, the evaluation and control measures will also focus on measuring the impact of the marketing effort on such perceptions. Formal controls Formal controls will include the establishment of performance targets for each of the tactical initiatives proposed in this plan on regular intervals, ensuring that these targets are met, and if this is not so then ascertaining the reasons for exceeding or failing to meet these targets on the part of those held accountable. Informal controls Informal controls will take the form of feedback forums on the websites for each tactical initiative as well as the reviews of participants/member of Club McDonald’s. Implementation Schedule and Timeline This plan will span over a period of three years, after which the goals and objectives would have been met in the manner that is outlined in this plan. Each initiative will be timed according to the best possible situational conditions which are conducive the successful implementation of the initiative. McDonald’s will resurface as an advocate of healthy living, smart choices and education for all. Marketing Audits During the three year life span of this marketing plan, marketing audits will be conducted at regular intervals, that once after every quarter of a year meaning that there will be a total of 12 marketing audits conducted throughout the 3 year time span of the marketing plan. Bibliography Fast Food and Quickservice Restaurant Industry. Retrieved on Jun 15, 2007 Fast Food Nation. Retrieved on Jun 15, 2007 from: http://en.wikipedia.org/wiki/Fast_Food_Nation McDonald’s. Retrieved on Jun 15, 2007 from: http://en.wikipedia.org/wiki/McDonald%27s McDonald’s Corporation Company Profile. Retrieved on Jun 15, 2007 ;