The Corporate Veil in the UK and US Coursework Example | Topics and Well Written Essays - 3750 words

The Corporate Veil in the UK and US - Coursework Example Salomon quotes have been repeated many times over history, and it is described by Lord Templeman as an â€Å"unyielding rock†,7 especially after its being codified in the Companies Act 2006 in section 16(2). But how does the corporate veil affect corporate governance? What are the consequences of the veil, especially when it is lifted? Have directors been able to use the veil to commit fraudulent activities, or have shareholders’ rights been made stronger? It is important to first examine the concept of corporate governance, in particular in relation to directors and shareholder’s rights. Shareholder Rights and Directors in Corporate Governance Shareholders are defined as the investors in the company; they are often described to have considerable amounts of power to elect and even remove directors from the board, although it will be shown below that this is not actually the case anymore because their rights have been greatly reduced. On the other hand, the direct ors are the upper most governing body of the company, although they are restricted in many ways by way of their directors’ duties to act in the best interests of the company and to promote the business as a whole. Directors create and put into action the company’s policies and manage the actions and interactions of the company. Shareholders also possess some non-financial rights, especially in relation to the protection of their invested shares. Shareholders, as well as vote to appoint and remove directors, can also have an effect on the laws of the company, and change directors’ acts so they act according to the company laws, or articles of association. This does not mean that shareholders have a lot of power over the company generally, but their ability to vote does give them some importance and... The paper tells that corporate Governance principles have a big effect on the aspect of the corporate veil. The company structure which separates the power contained by directors in their managing roles and the ownership in the hands of the shareholders has caused problems as to how the corporate veil can affect corporate governance. How can directors be made properly accountable to the shareholders, and does this improve corporate governance? Davies terms this as â€Å"the quest for stockholder democracy†, and says the apparent simple solution of improving levels of democracy and increasing accountability in the corporate structure is difficult to apply in reality. It is suggested that increased participation of shareholders is difficult and maybe not even desirable because it makes decision making more difficult to achieve. It is said that the corporate governance principles in the US are more a result of â€Å"path-dependent history than the ‘natural’ result o f an inevitable evolution toward greater efficiency†. Yet it has been said that the UK system of separate ownership prevents corporate governance from being monitored properly. Such critics say that a more central application of corporate governance is needed, so that it can be more objective and can be implemented more quickly. Shareholders are also not willing in many cases to start litigation when fraud or abuse has happened, because of the costs of litigation that directors often have little trouble of paying but which shareholders may have problems financing in the UK.

A Real Divide Between the Law and Ethics Essay Example | Topics and Well Written Essays - 1250 words

A Real Divide Between the Law and Ethics - Essay Example Virtue ethics does not really provide clear cut criteria for the rightness or wrongness of an act but, it can tell you whether the person is good or bad depending on behavioural manifestations. Moreover, virtue ethics does not address the problem of relativism – one good trait may not be considered as good in another culture. Another theory is utilitarianism. In this theory, the rightness or wrongness of the act is dependent on the entailed consequences of the act (Velasquez, 2006). If there will be many beneficiaries from the act, then the act is good. In other words, if the act will make more people happy, then the act is good. In this sense, as the focus is turned on the consequence of the act, counting how many will be happier or how many will benefit from the act becomes the parameter for the rightness or wrongness of the act. This theory is criticised because it is vague as to what is happiness and how happy will be measured. Moreover, the question of relativism and the danger of the fallacy of the majority become an inherent concern of this theory. Duty-based ethics is the last theory that will be briefly discussed. According to this theory, rightness or wrongness of the act does not depend on its consequence, rather, rightness or wrongness is inherent in the act itself. As such, there are acts that one ought to do and acts which one ought not to do. This theory provides a straightforward directive on what ought to be done. This is because the theory rests on the assumption that all human beings are a rational human agent and as rational agents, they will do the right act and avoid the wrong one.

Examining The Flooding Effects In Gambia Environmental Sciences Essay

Examining The Flooding Effects In Gambia Environmental Sciences Essay Floods have been a major natural disaster, affecting the Gambia over the last decade. It effects has been a cause for concern, because the Gambia is situated in the low lying coast and it has a low capacity in resolving the problems on floods. As a result of the rising sea levels, along with excess rainfall and high tides, the Gambias river reaches its flood stage, causing flooding and inundation. According to UNFCCC (2007), the Gambia is part of the worlds most vulnerable countries, that are prone to the effects of sea level rise and the countrys has a few resources to reduce the risks, it poses for the future. The aim of this report is to understand the impacts of sea level rise on river flood and also, to understand its consequences for the flood risk management in Gambia. Geography and Demography The Gambia, being the smallest country in the African continent, has an area of 11,000 km (NEA, 2010). Studies from the UNEP(no date) claim that, about one third of its surface area is covered by the Gambias river with marsh lands along its banks. Its river originates from the Futa Djallon highlands in Guinea, bisecting the country into a narrow strip of land, approximately 400 km long and 30 km wide on both sides of Gambia (see Figure 1). Gambia is bordered on all sides, by the Republic of Senegal and on the west, by the Atlantic Ocean (GOTG, 2008). Figure 1: Map of the Gambia ( Jaiteh and Saho, 2006) Climate and population The Gambias climate is known to be subtropical, with dry seasons from November to May, and wet seasons from June to October. Rainfalls and tides are known to be the key factors that influence the rivers flows, as the rainfall ranges from 850-1,200 mm per annum (NEA,2010). However, over the past decades, there has been massive outbreaks of drought due to low rainfall patterns. As a result, relatively little vegetation cover, has increased the vulnerability of severe floods, because of inadequate permeable surfaces. During the wet seasons, the excess rainfalls, is the period when the overflow of the river banks and into the floodplains, reaches its peak (GOTG, 2008). The Gambias population is now estimated at 1.36 million (Jaiteh and Saho, 2006) with a density of over 130 persons/km2 (UNDP, 2000). A study by Columbia University(2007) claim that almost 62% of the population, residing outside the 10 meter elevation of the coastal areas, are at risk of coastal flooding, and they are susceptible to the effects from sea level rise(see Figure 2). Also 14% of the population, living in the upper river division and the 13% of the population living in the Central river division are those, under greatest threat of river flooding. Figure 2: Population density map(Columbia Univeristy,2007) The countrys geomorphology is made up of its river, which divides the country into two separate forms of a plateau. The lower valley is up to a total land area of 39 percent and its swamps are prone to floods, thus it is only 2 km away from the river ( Jaiteh, 2008). Jaiteh (2008) states that, the countrys highest land heights are in the east of the country, although they are not above 60 meters. The areas shaded in green are those that are more prone to river floods, hence it is less than ten meters above mean sea level (see Figure 3). Correspondingly, the river flow is up to 30 percent below 10 meters above mean sea level and up to 20 percent during flood seasons (NEA, 2010) Figure 3: Elevation Map of The Gambia (Jaiteh, 2003) Flooding in The Gambia Flooding has been the most common hazard, which affected people throughout the world. Annually, 75million people are affected by flood related disasters (Coppola,2011). In Gambia, the national disaster management agency (2008-2011) reported that between 2002 and 2006, there have been 65 flood events. Human activities add to the vulnerability of flood prone areas, especially in the north bank division, deforestation and poor farming tends to reduce the soils ability to hold the flood waters, and this causes more runoffs and erosion (NEA, 2010). Floods can be considered as natural occurrence, rather than pinning it on the effects from climate change. Knuckman (2011) states that, as the catchment reaches its excess water levels, its loses its ability to restore this excess water and then flooding arises. In addition to that, Cooper and Pilkey (2004) believe that other factor listed below also contributes to the factors that trigger floods. There are three main factors that influence river floods are: Sea level Forcing: Due to the high rations between the width and length of the river estuary, Jaiteh and Sarr (2011) have claimed that, sea level rise will increase towards the inner part of the river estuary and this applies to the river Gambia due to it land along the river is flat. Wind forcing: The wind pressure has a huge impact on the water level. Reports from the Gambias meteorology office reveal that, during the last 10 years, there has been a 25cm difference in the water levels between the rainy and the dry season, due to shifts of wind speed. During the rainy season, the forces of the wind has a higher load over the rivers surface Tributary forcing: The rivers mean discharge ranges from 460-90 m3 (Leseck et al, 1980)and the impacts of the severe stream flows affects the rivers tributaries, increasing pressure on the rivers pressure.. Surface evaporation is expected to increase, and this can place additional constraints on management rules of an upstream reservoir in the country. Also, integrated Water Resources Management (IWRM) institutions faces problems associated with the water floods from sea level rise, as drainage congestion increases the height of flood levels. During wet seasons, when excess precipitation triggers the river to reach its flood stage, causing the flooded water to flow to the flood plains and unto the land (GOTG, 2008). In1999 and 2003, there was a serious flood event that occurred in Upper River and Central River Regions, affecting 13.1% of the countrys population (National disaster management agency2008-2011). The Gambias has developed a national disaster management agency in 1996, as a response strategy, to provide emergency assistance; rescue, relief and precautionary operations, for all the disasters in the country. Under this agency, there has been a framework called the strategic action plan, which provides a pathway on what actions and mechanisms to be undertaken for an effective disaster management for the Gambia. For instance, in terms of precautionary strategies of floods, this management agency provides sand bags, as flood proofing against the flood water levels during the rainy seasons. Although this process has not been effective, because during the recent floods (1999 and 2003), the forces of the flood waters has exceeded the capacity of those existing sand bags over the recent years (GOTG, 2008). A case study event: July 2010 floodings (Jaiteh and sarr 2011) In September 2010, there was an extreme flood event from heavy rainfalls; affecting 1,000 and 790 people were displaced. The National Red Cross provided financial support on those affected, whilst Red Crescent societies, were responsible for the emergency rescue and rehabilitation aid (DREF, 2010) Jallow et al(1996) carried out a research of a one meter sea level rise scenario on the coastal zone. He concluded that, 1m rise in sea level due to flooding would lead to a total land loss of 92 km ² in Banjul, because its elevation , and Banjul is built on a low lying sand spit (see Figure 4). An estimated total cost of 217 million US Dollars, worth of land could be lost, including the mangroves on St. Marys Island, and along the river banks in the north bank divisions (National Climate Committee Banjul, 2003). Figure 4: Areas susceptible of flooding with a 1 meter sea level rise (GOTG, 2007) The Gambia government has also formulated a national adaptation program of action on (NAPA) on climate change, which is under the administration of the UNFCCC. This framework was signed by the Gambia in June 2001, as a means of developing adaptations to climate change and also, to attain preventive schemes for natural disasters such as floods (Jaiteh and Sarr, 2011). Currently, there have been no existing engineering flood defenses in place, against the prevention of floods in the Gambia. According to executive director of the National disaster management agency, claimed that inadequate resources and low funding has been the countrys main stumbling block, in generating effective flood protection structures such as embankments and dykes. Mr Khan, further went on to say that, there has been ten contingency action plans, funded by the World Bank in 1998 to enhance sustainable actions for their flood risk management strategy. Effects of sea level rising in Gambia The sea level is rising due to an increased temperature from the atmosphere; which causes thermal expansions in the oceans and the melting of the ice caps( Gehrels and Long, 2008). This outcome increases the water level of the sea to rise. Reports from IPCCC(2007) claimed, that global sea level is likely to increase by 18 cm to 59 cm by 2100. In Gambia, it is believed that the sea levels could rise by 15cm to 95 cm by 2100 (UNFCCC,2007). This means that, if global warming is not monitored , the challenges of coping with extreme flood will perpetuate, which will cause future constraints to the Gambias disaster management agency. This outcome of global warming, threatens the risk of potential rivers flooding at an alarming rate in the future if there is not reduction in greenhouse gases. Rising sea levels, inundates the coastal zone, due to its low lying feature the Capital city Banjul is vulnerable to flooding it is less than one meter above mean sea level (see figure 3). It is believed that the relationship between the effects of sea level rise, is caused by the changing climate conditions and the natural occurrence of the river (Hunt,2000). For instance, at the rivers estuary, the rising water level from the sea, with heavy precipitation during the wet season increase the risks of flooding in the rivers floodplains (National Disaster Management Agency, 2008-2011). On the other hand, Jallow et al (1996) reveals that, high tides on the river estuaries, influenced by the westerly winds has also been a major factor why the river Gambia floods. Unfortunately, the tide record recorder has not been in function over the past years, for further analysis (see Table 1) Table 1: Tidal recorder table: Water levels from tide records taken in Banjul, from 1979 to 1993(Jallow et al 1996) The tide recorder above shows that, the water level has remained constant about two meters between 1979-1984, and towards the late 1980s due to low tides, there has been drastic shift between 1988 till 1993. Evidence of the high water levels can be seen in 1980, when huge river floods occurred in the central river division, accompany with heavy storm surges (Jallow et al, 1996). Conversely the NEA (2000) claimed that the tidal currents mostly influences floods in the river estuary than the coastline, thus are weaker by the coastline; Banjul, and higher up to1m/s in the rivers estuary. Figure 3: Current Elevation of Banjul (Jallow et al, 1999) Response strategies The Disaster agency mainly undertakes a disaster response and risk reduction system, than a disaster prevention scheme. In 2007, the agency formulated a risk reduction policy, called a hazards Profile of the Gambia and its Vulnerability and Capacity Assessment Report, to identify the hazards, and the potential threats it poses to the country to the country (National Disaster Management Agency 2008-2011). In 2008 the Gambia government developed a National Disaster Management Act which stressed, that the all adaptation and precautionary measures undertaken for flood preventions must be effective and capable to serve long-term purposes. Thus in the event of the 2003 flooding in Central River Division (CRD), the practical early warnings has not been efficient in alerting people before floods occurs. In the 2003 event, it was unreliable because it did not reach the entire region. Therefore, a change in its the response strategy of the monitoring systems. Post 2003 the government proposes to produce a more resourceful flood risk management plan that consists of geospatial informations to improve the monitoring services to produce positive effective warning systems. There has been a proposal to develop a mapping program to manage the rivers floodplains along central river division (NEA, 2010). Currently the UNDP in the collaboration of a National disaster management program provides project guidelines on, 1. How to review of early warning systems, 2. How to analyze management systems, in precautionary measures and 3. The provision of regular feedbacks to those responsible stakeholders (NEA, 2010). International response The United nations has recommended to the local government to develop artificial channels such as canals and build dams as mechanisms against flood. More over, the government has been has been reluctant, on these developments, especially dams, as they can cause the changes in the course of the river and its establishment, has not been financially viable. The UNDP support to the Gambia on floods, encourages a capacity building approach, in which grassroots development, enhances the local community with skills on planting mangroves around there neighborhood, as preparation plans to deal with the flood waters before flood occurrence (UNDP,2000). Recently, the UN International Strategy for Disaster Reduction (UNISDR) provided technical support to the Gambias assessment of the national institutional framework for the national program of Action. This was not been supportive because it has not clearly indicate areas prone to river flooding, induced sea level rise, to provide accurate analysis on research to cope with the risks from both sea level and flooding. Furthermore, the nonexistence of physical flood defenses against flood preventions, and this has been the why vulnerability increases of the countrys liability to floods (NEA, 2010). LONG-TERM plans and Recommendations Construction of physical defenses It is significant to build a low cost seawall or a bulkhead to cope with the effects of sea level and floods along the coastline. The seawall has a 1:2 slope, a 2-metre beam and a height above water of 1.2 times sea level rise scenario. This would protect the coastline where there land is less than one meter above mean sea level, along Banjul area, by the mangrove systems. It is adequate to use dikes made up of about 1.5 to 2 meter to control the water levels (NEA, 2010) Wetland preservation and mitigation The estuary of the Gambia River contains economically important wetlands and mangrove systems. The mangrove systems on the Kombo St. Mary Island and Kombo Peninsular are regarded as vital breeding grounds for various aquatic species. Efforts should be made to protect these areas by declaring them as protected wetlands. This would discourage exploitation of the resources in these wetlands. This can examine the impacts of upstream dams on the Gambia River in terms of reduced sediment supply. Effects of sea level rise on flood risk management The constraints that the rising sea level has on flood risk management affects the Gambias land use planning and the water resource management. There is the need to increase the use of floodplains against floods, and also development the rivers basin. Water resource management In producing a better river basin, flood management need to identify the connection of the rivers flowing patters. The Gambias integrated water resource management ensures that the water quality is being preserved, and dams and wells are protected against contamination of the flood waters. When river flooding occurs, the major problems arises from drainage congestion and these are regarded as the significant effects of raising water levels on flood risk management Land use planning The Gambia needs to map out the most vulnerable locations of flood risks, to enable accurate impact assessments, between land-use planning and the protection of the infrastructures. Also, the contingency plan should include flood scenarios that are beyond the projected situation, in order to increase its management capacities.The lands office and physical planning should avoid the allocation of lands that are susceptible of flooding. For instance dried up streams in kombo peninsular, consists of new settlements, and has recently flooded during the rainy seasons. People residing at areas prone to flooding should be advice to raise their gate above the mean flood levels. Conclusion It can be concluded that, the impacts of rising sea levels will continue to increase the risk of flooding across the country, if the preventive systems are not enhanced productively in the future. This is because, the Gambia focus all their attention on the response systems, than prevention systems of floods and the effects of sea level rise, rather than tackling the root causes of the problems, and then finding means of preventing its occurrence. Lack of appropriate data has been a stumbling block in producing the accurate findings, for effective risk management systems. Although, Gambia has been classified as a net sink country, the amount of greenhouse gases eliminate from the atmosphere is more than those produced (NEA, 2010). Yet it is been severely affected by the global climate change effects over the last decade. Its management systems undertake an integrated approach, such as policy formulations and contingency plans, rather than establishing of physical defenses. To sum it up, the most important method to manage the effects of sea level rise on floods is to reconstruct those groynes(trunks of rhun palm inserted into the sea) in Banjul to capture those sediments transported during erosion (see Figure 5). The construction dikes, can possible be, one of the most efficient form of flood defences. Also, catchment flood management strategy can be an essential tool in providing a sustainable protection on managing flood risks. The facilitation of a catchment flood management plan will enable the Gambia, to benefit from the understanding flood risks of the river Gambia, in order to tackle its consequences efficiently. In this way, the national disaster management and the rest of the stakeholders will undertake a more technical style towards their flood management plan. In addition to that, there has been poor records to verify flood magnitudes and its frequency and if this was available, there will be allocation, there will be accurate analysis that can provide inappropriate technique to manage future flood risk managements for the Gambia.A corporation that brings together the efforts of the local government, UN agencies, NGOs, civil Society and local communities is the most effective form of a achieving a sustainable flood management strategy would create an inclusive disaster management framework in the country and to improve governments capacities to manage and counter to floods effectively. Received feed back: supervisor wants me to provide a picture of a dikes, as I have written in my conclusion that, it cal be the most effective form of flood risk of management. Please run this thru your plagiarism website for me. I am in Uni working on my powerpoint slides

Interdisciplinary Elementary Physical Education Essay -- Education

Trampolines in math class, soccer in Spanish class, and capture the flag in history class? Sounds like a fun way to learn right? It is! The fun of correlating physical activity and movement with all ranges of classes is one of the reasons why interdisciplinary teaching is one of the successful forms of teaching. What is interdisciplinary teaching? Interdisciplinary teaching is a style of teaching that integrates two or more subjects into a lesson plan. For instance, correlating math within science, language arts within physical education, history within music, no matter what subjects correlate with other subjects of a students curriculum, this puzzle piece teaching method goal is to enhance the learning experience, ability, and knowledge in each study areas (Cone). According to the authors of Interdisciplinary Elementary Physical Education, you cannot just relate a subject with another subject without planning it out, one needs to find a central theme, issue, problem, process, topic or experience to connect two or more subjects together (Jacobs, 1989). Now, primarily focusing on elementary physical education, it is substantially beneficial for elementary students to walk into gym class and learn about math, science, history, language arts, or any other classes that fall into their young curriculum. The reason why is because the average elementary student is always waiting for that time of the day to go run around and play games with their friends. Lets face it, what kid doesn’t want to go outside to play catch or go to the gym to shoot a basketball? Knowing that physical education teachers will hopefully receive the upmost attention and support from these young students, he now has the power to use that attention to potentially... ...in to increase numbers of success with all subject areas. The three models that teachers use, connected, shared, and partnership, to teach in a interdisciplinary form determines how simple or complex the skill, topic, or concept the teacher or teachers teach to their students. In my eyes, I believe all subjects of all levels of schooling should blend this style of teaching within their curriculums to receive full success and potential of each student. Works Cited Cone, Theresa Purcell, Peter H. Werner, and Stephen Leonard. Cone. Interdisciplinary Elementary Physical Education. 2nd ed. Champaign, IL: Human Kinetics, 2009. Print. Jacobs, Heidi H. "Interdisciplinary Learning in Your Classroom: Explanation." THIRTEEN. Educating Broadcasting Corporation, 2004. Web. 04 Apr. 2012. .

Web Du Bois and Double Consciousness

W. E. B. Du Bois: Double-Consciousness Ashanti Johnson SOC101 Lestine Shedrick October 18, 2011 W. E. B. Du Bois (1968-1963) was a huge contributor to sociology through the eyes and experience of an African-American scholar (Vissing, 2011). Du Bois was an author, activist and student of Black sociology. In his 1897 article, Strivings of the Negro People†, Du Bois introduced the term â€Å"double-consciousness†, a concept I believe to be just as relevant in today’s African-American communities. Double consciousness refers to what Du Bois considered an absence of â€Å"true self consciousness† (Du Bois, 1897) amongst Africans in America. In place of that absence, lies a dual awareness- awareness of one’s self combined with an awareness of how others perceive you. Is being an American a contradiction to Black identity, even in contemporary society? In his 1903 book, ‘The Souls of Black Folk’, Du /bois gives an analysis of African-Americans and double-consciousness, that Black people are caught between separate self conceptions, as an American and as an African. â€Å"The negro ever feels his two-ness, an American, a negro, two souls, two warring ideals and one dark body whose dogged strength keeps it from being torn asunder† (Du Bois, 1903). Du Bois broke his concept of double-consciousness down into three manifestations: First, the power of White stereotypes on Black life and thought. Second, racism and the exclusion of Black Americans from mainstream American society. Lastly, Du Bois points out the internal conflict between being of African descent and being an American. What is the power and influence of White stereotypes on the everyday lives of African-Americans today, in the 21st century? We live in a society that, many could argue, is saturated with Black culture. Commercial television, film and radio are largely influenced by African-American language, imagery and music. Examples of what used to be considered African-American youth vernacular, have seeped into mainstream culture. Words and phrases such as â€Å"bling† and â€Å"you go boy† are not Black slang, but American slang. The continued commercial inclusion of African-American images, language and music, does not eliminate double-consciousness- it may, in fact, magnify it. The stereotypes and images of Black people in America have evolved since Du Bois coined his term in 1897, but even the ever-changing understanding of Black culture leaves most African-Americans trapped in a conflict of who they are versus who they are believed to be in the eyes of America. On one hand, Africans are credited with inventing many genres of sound, dance, art and athletic styles. Although there are many groundbreaking contributions in math, medicine and science, Africans are not â€Å"popular† for these attributes. Because of this, many African-American parents keep their children from concentrating on such areas of strength as dance, music or sports in order to keep them away from a stereotypical field of study. Double-consciousness will have a talented athlete fore-go a sports career so that they are not considered â€Å"just another ball player†. When we think of Black Americans being excluded from mainstream American society, we consider the generations leading to the civil rights movement. Today, our President is an African-American, so surely this issue is no longer relevant. Racism cannot flourish in contemporary America, right? According to Merriam Webster’s Dictionary, racism is â€Å"a belief that some races are by nature superior to others† and the â€Å"discrimination based on such beliefs† (Webster, 2011). We now live in an anti-racism society. It is frowned upon to act or react in any way that could be construed as racist. Our society has laws in place which make racist actions in the workplace, school or even in public- illegal. The conflict of double-consciousness still exists in this modern, anti-racist America. Perhaps even more frustrating for today’s African-American, is living with the reality of racial tension in a society refusing to admit that such tension still exists. Du Bois spoke of internal conflict as being the most significant manifestation of double-consciousness. There is an inner conflict between being of both American and African lineage. African-Americans are a special group of immigrants who did not choose America as their new home. It was slavery that brought the African to America for generations of forced labor. The knowledge that most of the African culture, language, history and experience, was lost to American Africans after the slave trade, helps fuel the inner conflict. Where should the African-American feel his strongest connection? Africa? America? In conclusion, double-consciousness impacts the African-American today just as it did in the early 1900’s. W. E. B. Du Bois described his concept as â€Å"a world which yields no true self-consciousness, but only lets him see himself through the revelation of the other world† (Du Bois, 1903). Today’s politically correct society tends to use the word â€Å"color blind†, intended to show an acceptance for all people, regardless of race or color. Today, the double-conscious African-American must continue the search for his conscious identity in a society which has gone from color-racist to color-blind in a matter of a few decades. References Du Bois, W. E. B. (1897, August). Strivings of the negro people. The Atlantic, Du Bois, W. E. B. (1903). The souls of black folk. Chicago: McClurg and Company. racism. 2011. In Merriam-Webster. com. Retrieved October 18, 2011, from http://www. merriam-webster. com/dictionary/racism Vissing, Y. (2011). An introduction to sociology. San Diego, CA: Bridgepoint Education

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 ;