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 ...

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.

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.

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

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.

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.

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. .

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 ;

An Analysis of Fear and Process for Resolving It

An Analysis of Fear and Process for Resolving It Free Online Research Papers Fear happens in relationship with external stimuli which we receive in the form of any dangerous situation or sometimes internally embedded into memory system which recurs. As it is emotive trip in downward spiral, it drains enough energy from physiological system to leave us in debilitated state. My purpose for writing this article is to understand the different aspects of fear and resolve it. There are stages of fear resolution process. I feel that acknowledgement is the first step in getting out of it. Sometimes deep acceptance of fear present in us paves the way for coming out of the negative vibrations. Still if fear is deeply embedded, it takes time to come out on surface to fully realize it. Modern technology and ancient wisdom allows us to find solution in easy ways which were never present in human civilizations. Internet is obviously one of the powerful medium to help us in digging deep into human psyche. Here is the list of techniques and system which helped me in understanding my fear and resolving it as permanent cure: (1)Dynamic Meditation by Osho (2)Mystic Rose by Osho (3)Paraliminal Technology (4)Holosync Technology (5)Silva Life system (6)Super Mind Evolution System Above listed information and technique helped me in understanding my position in vast phenomenon of existence and my internal programming. I can broadly categorize the fear into following categories and my technique to overcome it. Fear of Death Any negative events which are diminishing in nature, makes us feel whether we will be able to survive it or not, gives us small taste of death. But if we go deeper into reality of phenomenon called death, it opens the door for next odyssey in higher realm. I went through Tibetan process BARDO described in their literature The Book of dead†. It explains step-by-step phenomenon of body dissolution into elemental form like earth, water, fire, air and space as well as our journey into astral dimension in ethereal form to encounter the illusive nature of mind and different powerful form of light of spiritual and human dimensions as it unfolds each day after death. As understanding deepens through meditative process, it releases us from many unwanted attachment and clinging. The liberated energy allows us to live a better life in more fulfilling way. It also gives us taste of immortal nature of being and frees us from fear of death. Fear of Sex Sex is one of the most important processes in survival of any living species. Yet there is so much stigma and negativity attached to it, we never allow us to fully realize the potential of sexual power. As I was also carrying load of unchecked prejudices, I was not allowing myself to delve deeply into understanding and exploring the gift God has bestowed upon. I tried tantric philosophy and teachings of vatsyayana to activate the suppressed erotic energy present in human body. As I become freer with experimentation, it helped me in enjoying the subtleties of the art of sexual ecstasy. Fear of Ridicule As our position in society is mostly depended on how we are perceived by others; it is major guiding force in most of our important decisions of life. Still sometimes it becomes suffocating to live by expectations of others and suppress the creativity which needs expression in unfolding course of evolution. If we keep on taking well thought chances, it increases our courage to face more and more situations without compromising with self esteem. Meditation also puts into touch with our inner self and enhances intuitions, which acts as compass in navigating the path of life without losing directions. Fear of Insanity I used OSHOs dynamic meditation to enact out insanities present in us and release it. It is very powerful cathartic technique to own our negative shades and release it to feel lighter and freer. Once we dont carry inner hang ups, there is no chance of becoming crazy and loose the sanity. Fear of Poverty Economics plays measure role in smooth governance of daily activities of life. As market fluctuates in unpredictable ways, it also destabilizes the base of income of many common persons. If we can program our mind with happiness, optimism and prosperity, we can find the way to get out of the mess created by economic recession. If we can touch the source of energy which is omnipresent, it releases us from the fear of being disconnected from life resource. The vast inner resource present in everyone will bring better human circumstances after any kind of upheaval or change. Conclusion Life is continuous unfolding of self discovery; it leaves us with ultimate adventure of facing different forms of our negative and positive shades. Still as meditations deepen, it guides us into the territory of love, light and truth where fear has no existence. When we will meet with ourselves in deepest union, we will get the taste of nectar. Bibliography Osho. The Book of Secrets: The Science of Meditation : a Contemporary Approach to 112 Meditations Described in the Vigyan Bhairav Tantra. New york: St. Martins Press, 1998. Osho, Pratap Bharti. The Path of Meditation: A Step by Step Guide to Meditation. Mahabaleshwar: Rebel Publishing House GmbH, 1998. Research Papers on An Analysis of Fear and Process for Resolving ItMind TravelThe Spring and AutumnPETSTEL analysis of IndiaComparison: Letter from Birmingham and CritoBionic Assembly System: A New Concept of SelfThe Masque of the Red Death Room meaningsThree Concepts of PsychodynamicIncorporating Risk and Uncertainty Factor in CapitalCapital PunishmentTrailblazing by Eric Anderson

Ver Conjugation in Spanish, Translation, and Examples

Ver Conjugation in Spanish, Translation, and Examples The Spanish verb ver means to see or to watch. Its conjugation is mostly regular, although the pattern varies in the past participle, visto (seen), and the first-person singular present, veo (I see). Other verbs derived from ver, such as prever (to preview or to foresee) and entrever (to partly see or to suspect), follow the same conjugation pattern. A verb that is similar in meaning is mirar, which can be translated as to look. This article includes ver conjugations in the indicative mood (present, past, conditional and future), the subjunctive mood (present and past), the imperative mood, and other verb forms. Present Indicative The first person singular conjugation veo is slightly irregular. Normally we would remove the ending -er before adding the present tense ending -o, but in this case, the e in ver stays to produce veo. Yo veo Yo veo las noticias todos los dà ­as. I watch the news every day. Tà º ves Tà º ves a tu hija bailar. You watch your daughter dance. Usted/à ©l/ella ve Ella ve una pelà ­cula con su amiga. She watches a movie with her friend. Nosotros vemos Nosotros vemos a muchos pacientes en la clà ­nica. We see many patients at the clinic. Vosotros veis Vosotros veis a vuestra abuela frecuentemente. You see your grandmother frequently. Ustedes/ellos/ellas ven Ellos ven muchas cosas interesantes en el museo. They see many interesting things at the museum. Preterite Indicative The preterite is used to talk about completed events in the past. Yo vi Yo vi las noticias todos los dà ­as. I watched the news every day. Tà º viste Tà º viste a tu hija bailar. You watched your daughter dance. Usted/à ©l/ella vio Ella vio una pelà ­cula con su amiga. She watched a movie with her friend. Nosotros vimos Nosotros vimos a muchos pacientes en la clà ­nica. We saw many patients at the clinic. Vosotros visteis Vosotros visteis a vuestra abuela frecuentemente. You saw your grandma frequently. Ustedes/ellos/ellas vieron Ellos vieron muchas cosas interesantes en el museo. They saw many interesting things at the museum. Imperfect Indicative The imperfect is used to talk about ongoing or repeated actions in the past. It can be translated as was watching or used to watch. Yo veà ­a Yo veà ­a las noticias todos los dà ­as. I used to watch the news every day. Tà º veà ­as Tà º veà ­as a tu hija bailar. You used to watch your daughter dance. Usted/à ©l/ella veà ­a Ella veà ­a una pelà ­cula con su amiga. She used to watch a movie with her friend. Nosotros veà ­amos Nosotros veà ­amos a muchos pacientes en la clà ­nica. We used to see many patients at the clinic. Vosotros veà ­ais Vosotros veà ­ais a vuestra abuela frecuentemente. You used to see your grandma frequently. Ustedes/ellos/ellas veà ­an Ellos veà ­an muchas cosas interesantes en el museo. They used to see many interesting things at the museum. Future Indicative Yo verà © Yo verà © las noticias todos los dà ­as. I will watch the news every day. Tà º vers Tà º vers a tu hija bailar. You will watch your daughter dance. Usted/à ©l/ella ver Ella ver una pelà ­cula con su amiga. She will watch a movie with her friend. Nosotros veremos Nosotros veremos a muchos pacientes en la clà ­nica. We will see many patients at the clinic. Vosotros verà ©is Vosotros verà ©is a vuestra abuela frecuentemente. You will seeyour grandma frequently. Ustedes/ellos/ellas vern Ellos vern muchas cosas interesantes en el museo. They will see many interesting things at the museum. Periphrastic  Future Indicative   The periphrastic future is formed with three parts: the present tense conjugation of the verb ir (to go), the preposition a, and the infinitive of the verb. Yo voy a ver Yo voya ver las noticias todos los dà ­as. I am going to watch the news every day. Tà º vasa ver Tà º vasa ver a tu hija bailar. You aregoing to watch your daughter dance. Usted/à ©l/ella vaa ver Ella vaa ver una pelà ­cula con su amiga. She isgoing to watch a movie with her friend. Nosotros vamosa ver Nosotros vamosa ver a muchos pacientes en la clà ­nica. We aregoing to see many patients at the clinic. Vosotros vaisa ver Vosotros vaisa ver a vuestra abuela frecuentemente. You aregoing to seeyour grandma frequently. Ustedes/ellos/ellas vana ver Ellos vana ver muchas cosas interesantes en el museo. They aregoing to see many interesting things at the museum. Present Progressive/Gerund Form The progressive tenses use the verb estar with the gerund form viendo. Present Progressive ofVer est viendo Ella est viendo a su hija bailar. She is watching her daughter dance. Ver Past Participle The past participle is used to form perfect tenses like the present perfect. Usually the past participle of -er verbs is formed with the ending -ido, but ver is irregular since its past participle is visto. Present Perfect of Ver ha visto Ella ha visto a su hija bailar. She has watched her daughter dance. Ver Conditional Indicative The conditional tense is usually translated to English as would verb. Yo verà ­a Yo verà ­a las noticias todos los dà ­as si no me durmiera tan temprano. I would watch the news every day if I didn't fall asleep so early. Tà º verà ­as Tà º verà ­as a tu hija bailar si no estuvieras ocupada. You would watch your daughter dance if you were not busy. Usted/à ©l/ella verà ­a Ella verà ­a una pelà ­cula con su amiga, pero no se ponen de acuerdo en la pelà ­cula. She would watch a movie with her friend, but they don't agree on a movie. Nosotros verà ­amos Nosotros verà ­amos a muchos pacientes en la clà ­nica si tuvià ©ramos ms doctores. We would see many patients at the clinic if we had more doctors. Vosotros verà ­ais Vosotros verà ­ais a vuestra abuela frecuentemente si vivierais ms cerca. You would seeyour grandma frequently if you lived closer. Ustedes/ellos/ellas verà ­an Ellos verà ­an muchas cosas interesantes en el museo si tuvieran ms tiempo. They would see many interesting things at the museum if they had more time. Ver Present Subjunctive Que yo vea Mi profesor sugiere que yo vea las noticias todos los dà ­as. My professor suggests that I watch the news every day. Que tà º veas La instructora pide que tà º veas a tu hija bailar. The instructor asks that you watch your daughter dance. Que usted/à ©l/ella vea Carlos espera que ella vea una pelà ­cula con su amiga. Carlos hopes that she watches a movie with her friend. Que nosotros veamos El joven espera que nosotros veamos a muchos pacientes en la clà ­nica. The young man hopes that we see many patients at the clinic. Que vosotros veis Vuestra madre espera que vosotros veis a vuestra abuela frecuentemente. Your mother hopes that you see your grandmother frequently. Que ustedes/ellos/ellas vean Pedro recomienda que ellos vean muchas cosas interesantes en el museo. Pedro recommends that they see many interesting things at the museum. Ver Imperfect Subjunctive The imperfect subjunctive is used similarly to the present subjunctive, but in situations that happened in the past. There are two options for conjugating the imperfect subjunctive: Option 1 Que yo viera Mi profesor sugerà ­a que yo viera las noticias todos los dà ­as. My professor suggested that I watch the news every day. Que tà º vieras La instructora pedà ­a que tà º vieras a tu hija bailar. The instructor asked that you watch your daughter dance. Que usted/à ©l/ella viera Carlos esperaba que ella viera una pelà ­cula con su amiga. Carlos hoped that she watch a movie with her friend. Que nosotros vià ©ramos El joven esperaba que nosotros vià ©ramos a muchos pacientes en la clà ­nica. The young man hoped that we see many patients at the clinic. Que vosotros vierais Vuestra madre esperaba que vosotros vierais a vuestra abuela frecuentemente. Your mother hoped that you see your grandmother frequently. Que ustedes/ellos/ellas vieran Pedro recomendaba que ellos vieran muchas cosas interesantes en el museo. Pedro recommended that they see many interesting things at the museum. Option 2 Que yo viese Mi profesor sugerà ­a que yo viese las noticias todos los dà ­as. My professor suggested that I watch the news every day. Que tà º vieses La instructora pedà ­a que tà º vieses a tu hija bailar. The instructor asked that you watch your daughter dance. Que usted/à ©l/ella viese Carlos esperaba que ella viese una pelà ­cula con su amiga. Carlos hoped that she watch a movie with her friend. Que nosotros vià ©semos El joven esperaba que nosotros vià ©semos a muchos pacientes en la clà ­nica. The young man hoped that we see many patients at the clinic. Que vosotros vieseis Vuestra madre esperaba que vosotros vieseis a vuestra abuela frecuentemente. Your mother hoped that you see your grandmother frequently. Que ustedes/ellos/ellas viesen Pedro recomendaba que ellos viesen muchas cosas interesantes en el museo. Pedro recommended that they see many interesting things at the museum. Ver Imperative The imperative mood has both positive and negative forms, which are used to give commands. Positive Commands Tà º ve  ¡Ve a tu hija bailar! Watch your daughter dance! Usted vea  ¡Vea una pelà ­cula con su amiga! Watch a movie with your friend! Nosotros veamos  ¡Veamos a muchos pacientes en la clà ­nica! Let's see many patients at the clinic! Vosotros ved  ¡Ved a tu abuela frecuentemente! See your grandma frequently! Ustedes vean  ¡Vean muchas cosas interesantes en el museo! See many interesting things at the museum! Negative Commands Tà º no veas  ¡No veas a tu hija bailar! Don't watch your daughter dance! Usted no vea  ¡No vea una pelà ­cula con su amiga! Don't watch a movie with your friend! Nosotros no veamos  ¡No veamos a muchos pacientes en la clà ­nica! Let's not see many patients at the clinic! Vosotros no veis  ¡No veis a tu abuela frecuentemente! Don't see your grandma frequently! Ustedes no vean  ¡No vean muchas cosas interesantes en el museo! Don't see many interesting things at the museum!

History Essay Example | Topics and Well Written Essays - 1000 words - 40

History - Essay Example pite the English colonies not having representatives in parliament in England, by the end of seventeenth century all English colonies had some form of representative assembly which more or less resembled the House of Commons in structure and functions. McGeehan and Gall assert that there were four major landmarks that shaped American constitutional government: Magna carter (1215), Bill of Rights (1689), Common law and Bicameral legislature (3). The kings in England used to have absolute authority over subjects but the Magna carter made them subject to law giving parliament power over tax levies. To tame the powers of the King, it was necessary to establish Representative governments whereby the people had a say in governance. Such governments were thus vital to colonies in attracting investors. The Bill of Rights in 1689 limited the power of kings and queens further as it disallowed interference with parliamentary elections and debates and kings could not suspend laws or levy taxes without parliament consent. On the other hand, rights developed from common law protected citizens from tyrannical governments. England had a bicameral legislature comprising House of Lords comprising clergy and nobility and House of Commons for wealthy middle class. This was the method adopted by English colonists. Before settlement therefore, the colonists had the idea of a limited government (McGeehan & Gall 3-5). The colonists in New World wanted a government where people were first thus the establishment of representative governments with Virginia being the first to establish the House of Burgesses in 1619 (Ushistory.org). Other colonists followed by establishing assemblies. For example, Plymouth had the Mayflower Compact, Massachusetts had the General Court, Connecticut had Fundamental Orders of Government while Rhode Island operated on principle of separation of church and state (McGeehan & Gall 3-5). Colonies were headed by governor and council who had executive powers of