Classification Of Information For The Healthcare System

Overview of coding Coding consists of ICD-9-CM, ICD-10-CM, CPT and HCPCS codes. The codes help classify and document the information for the healthcare system in the United States. The ICD-9-CM stands for the International Classification of Diseases, Clinical Modifications. October 1st 2014 ICD-10-CM came out to update the class with more illnesses, conditions, and injuries of any patient that used the medical services. The ICD-9-CM is generally classified as numerical and alphanumerical codes with codes describing the illness and injuries. The CPT which is Current Procedural Terminology and the HCPCS which is the Healthcare Common Procedure Coding System are used in various medical settings. The CPT is published by the AMA yearly. CPT†¦show more content†¦The CPT code book has nine different conventions including with symbols in the book. The semicolon identify the main entry what is it part of all indented entries that follow with their code. The bullets and triangles identify as the chang es that were made and the current code. The facing triangle symbol is used to identify the beginning and ending of a new or revised text within the guidelines and instruction notes. Plus symbols are you when a procedure is carried out with another procedure. Circled bullet symbols indicate moderate sedation is inherits part of the procedure. The null symbol indicates codes that may not be appended with modifier 51. The pending symbol indicates for a vaccine that is pending approval from the FDA. The resequenced symbol do not appear in numeric sequence the reinstated code applies to codes that have been recycled. Some of the general rules for CPT coding are analyze the note or procedural statement, determine the procedure, locate the main term in the index, review and select the sub terms, note the code numbers if found opposite of the selected terms, if applicable follow cross-reference never code directly from the index, read all the notes that apply to the code, select the appropr iate modifier, continue coding all components of the procedure or services. Modifiers Modifiers may be reported with a CPT code to identify a particular service orShow MoreRelatedDisease Classification Structures935 Words   |  4 PagesDisease Classification Structures Health care information systems cover a wide range of issues dealing with the supervision and use of biomedical information. Health information systems are central support tools in the administration of health care services. 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Database Management Systems And Managing Human Resources

A database system is a rich pool of data from which information is extracted and used for day to day operations and long term planning. Database management systems come along with applications that help individual processes. The three main sources of these databases are operations, purchases, and extracts of operations (Kroenke Auer, 2012). Information Systems are a set of interrelated components that collect, retrieve, process, store and distribute information to support the decisions made by businesses in their operations. Organizations and their management personnel are in charge of developing goals and strategies to achieve those goals which are communicated to the employees in the forms of policies (Wheelen Hunger, 2012). Information is very different from data because it is data that has been ‘shaped into a form that is meaningful and useful to human beings’ ( Laudon, Kenneth C. Laudon, Jane P., 2010, p. 15). Businesses are therefore using these databases and te chnology to facilitate their operations. This is seen in the use of systems to manage human resources, payroll, accounting and training. Information systems help the organization in several ways to run reports that are used by top management by having a snapshot of the gains and losses of the organization in one view or place. Some database applications have been automated and business processes have greatly improved the role of the different management groups in today’s business community. 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Compensation Practice Free Essays

Wall-Mart applies the compensation strategy of offering the workers the lower limit of wages allowed by the law, but misstating for the same through offering its employees with an insurance scheme (Wilkes, 2013). In this respect, while the employees may not be benefiting greatly in financial terms, the future of such employees is well covered, due to the fact that they have been provided with an insurance cover that addresses their needs beyond the monthly pay checks (Wilkes, 2013). However, the Wall-Mart strategy has been termed as unsuitable both for the employees and the economy, since it is a strategy that seeks to categorize the workforce of the organization as an expense that needs to be minimized Wilkes, 2013). We will write a custom essay sample on Compensation Practice or any similar topic only for you Order Now This concept is harmful both to the employee motivation and to the public perception, owing to the fact that treating the workforce as an expense that must be kept under control does not work well either with the employees or the public perception, which in turn adversely affects the sales of the organization directly (Atchison, Belcher Thomson, 2013). Thus, while the Wall-Mart compensation strategy has enabled it to keep its expenses low and thus maximize its profitability, it might have even been more damaging than already thought, if the strategy is analyzed from the employee nutrition and the customer perception point of view. Further, the Wall- Mart compensation strategy has emerged to be damaging to the reputation and the goodwill of the company amongst the public and the customers, owing to the fact that it is perceived to transfer the burden of changing hard economic times directly to the employees, by causing them to suffer low wages, so that the company can maintain its profitability levels, as they were during the good economic times (Wilkes, 2013). How Wall-Mart applies compensation practice to determine the positive or negative impact to the many and its stakeholders The effect of the negative perceptions of the customers and the general public is to make the organization owners and the top leadership and management to come out as greedy and unethical, which in turn is a turn off for many potential customers of the organization (Atchison, Belcher Thomson, 2013). Most importantly is the distinction between the concept of low wages and low labor costs. The fact that an organization offers low wages to Its workforce does not mean that such an organization will in turn incur low labor costs (Atchison, Belcher Thomson, 013). This is because, while the low wages may be an alternative for reducing expenses, the costs associated with the labor turnover might exceed the benefit derived from offering low wages (Atchison, Belcher Thomson, 2013). Thus, Wall-Mart is an organization that is being faced by the challenge of high employee turn-over, owing to the fact that most of its employees are dissatisfied with the conditions of work and the low wages offered by the organization, such that they tend to quit the job at the rise of any other viable alternative, forcing the organization to engage in a continuous cycle of hiring and employment recruitment, which in turn drives the costs of labor higher (Wilkes, 2013). A recent study has shown that while Wall-Mart offers low wages compared to Cost, Quick Trip and Trader Joey’s, the organization incurs an overall high cost of labor compared to these organizations, thus in turn earning low profitability margin (Alter, 2013). The study has indicated that the cost of labor turnover at Cost is 17%, compared to the cost of labor turnover at Wall-Mart, which stands at 44% (Atchison, Belcher Thomson, 2013). The overall effect of this study is to show that the compensation strategy for Wall- Mart might be considered to deliver positive results by lowering the expenses associated with the employee wages, but the overall effect is that the company continues to incur very high cost than it would be incurring, if it paid good wages for its employees (Alter, 2013). The other important aspect to consider in the Wall-Mart’s compensation strategy is its effect on the employees’ productivity. A well paid employee is a productive employee, since such an employee is enthusiastic and motivated about his work, and thus applies extra effort to ensure that the employer will also benefit from the show of goodwill and appreciation of the employee services. In this respect, the study indicated that the productivity of the employees at Wall- Mart was much lower compared to that of Cost, owing to the fact that the profit per employee in Wall-Mart was $11 ,039 compared to that of Cost, which was $13, 647 per employee (Atchison, Belcher Thomson, 2013). Thus, the compensation strategy of Wall-Mart is wanting, and as a result needs to be changed so that it can enable both the organization and the workforce to reap higher benefits from their relationship. The ways in which laws, labor unions, and market factors impact the Wall-Mart compensation practices Wall-Mart compensation practices have been affected greatly by laws, labor unions and market factors, such that for example, in 2005, labor unions created organizations and launched internet and social media campaign to criticize Wall-Mart for its poor treatment of employees in wages and conditions of work (Atchison, Belcher Thomson, 2013). The law has also been on collision course in several occasions with Wall-Mart, where it has been investigated for possible prosecution for both monopolistic tendencies and unlawful treatment of its workforce (Green, 2003). The market forces have also been of great influence to the Wall-Mart business, through causing the organization to earn low profitability as a result of economic recession, thus in turn paying low wages for its workforce (Wilkes, 2013). The effectiveness of traditional bases for pay at the Wall-Mart The rotational bases for pay are still applicable for Wall-Mart, although selectively. How to cite Compensation Practice, Papers

An Inspector Callsby Jon Geary Essay Example For Students

An Inspector Callsby Jon Geary Essay The audience would learn that the play has seven characters and is set in 1912. The whole play is conducted from the Berlings dining room that is in an industrial city called Brumley in the North Midlands. The play opens with the Birling family celebrating Shellas engagement to Gerald Croft who is also at the party. We see that Gerald and the Birlings are fairly wealthy because they can afford to have a party unlike most people at that time. On page 11 the Inspector is introduced and commences to tell the Berlings that two hours ago a young woman died in the Infirmary. The young woman was dead because she had drunk some bleach. Suicide was suspected. Her name was Eva Smith. He starts his investigation by questioning Mr Birling and slowly works his way through the family, including Gerald Sheilas fianci e. Mr Birling is the first person the Inspector confronts with the responsibility of the young womens death. Mr Berling is the type of character that thinks he knows every thing he says, he thinks that the Titanic is unsinkable and that there will never be a war which is a dramatic irony, because the audience watching in 1946 or later will know that there have been two world wars. Eva had been employed at Mr Berlings factory but had been sacked for leading a strike to get the workers more pay. At first Mr Birling will not accept responsibility which is shown when he says, Still, I cant accept any responsibility. If we were all responsible for everything that happened to everybody wed had anything to do with, it would be very awkward. Mr Birling shows in this way, that he has a lot of power to say if the workers have a steady income or not and does not care about the consequences. The Inspector thinks that Mr Birling is partly to blame for Eva being so depressed that she killed herself because she lost her job at Mr Burlings company and could not find another for two months of the year. Eva smith had no family and was desperate for a job to support herself. The second person questioned by the Inspector was Sheila who is the only one who does accept some of the blame. Sheila is a young woman who tends to over-react to things. Sheila is engaged to Gerald. When she thought that a dress looked better on Eva than it did on her she became very angry. This was clearly shown when she says When I was looking at myself in the mirror I caught sight of her smiling at the assistant, and I was furious with her. Id been in a bad temper anyhow. Sheila shows she has a lot of power and wealth when she tells the shops manager that if he doesnt get rid of her then shell stop coming to the shop and will persuade her mother to close her account with them. So the shop sacked her and again Eva was left with no job and nobody to talk to she was very desperate now and would take any job she could.

9 Great Topics for Your Cause and Effect Essay

9 Great Topics for Your Cause and Effect Essay Cause and effect essays focus on reasons of a certain event, as well as on its consequences. This essay type illustrates the chain of actions or events, where one of them leads to another, or a particular effect. We suggest focusing mostly on effects or causes, thus narrowing your topic. Generally, we all know the relationship between causes and effects. For example, if you skip lessons and have fun with friends instead, you most likely wont pass exams, and your grades will be low. At the same time, not all events that follow each other are related. You can buy a new shirt, and pour a coffee on it a few hours later. These events may seem related for pessimists, but they are obviously not. You, as a writer, have to make sure that events you are writing about are really related. How to Choose a Good Cause and Effect Topic If youre looking for a good topic for your cause and effect essay, first of all, you have to choose what youll be focused on most of all – causes or effects. Such a simple approach will simplify your task, since youll write on the narrower topic. We also have a few tips for you. Choose an issue that is really interesting and important. Of course, first of all, a topic must be interesting for you, but dont forget to think of your audience. Think about the cause and effect. We suggest answering simple questions: What is a result of an event or action? Are there several results, or the only one? Was such a thing caused by several reasons? Note your answers and think about every cause and effect, analyzing how its related to your topic. Choose the one main cause and effect, so you could focus. You have to choose those effects and causes which are best for discussion. Dont forget that you cannot describe all features of some broad topic in your essay. Youre almost ready. State the topic briefly and clearly; make sure that your point is unambiguous. Topics Focused on Causes Why are fast food restaurants so popular? Obviously, fast food isnt healthy at all. Despite that, we keep buying this cheap food, and we love its taste. What makes us want to come back? Causes of insomnia First of all, you can analyze health issues that lead to such a common problem as insomnia. At the same time, you can focus on stresses and social phenomena that affect our sleep. Causes of voter apathy When populists come to power, such a problem becomes serious. Usually, people dont want to vote because they just dont believe what they hear or dont have a time for politics. Maybe they just dont like any of candidates? Topics Focused on Effects Fracking and its effects on the environment You have to answer the question, is fracking safe for the environment, or not. Analyzing consequences focus on water contamination, earthquakes, and other effects of fracking. Effects of divorce on children There are a few things that may affect children as much as divorce does. Write about depression and consequences for further life, for example, possible problems with relations. How pets affect our health? People come home and see their dogs, cats, lizards, birds, spiders†¦ we love our pets; they make us feel happy and relaxed. Which effects of pets on our health have you noticed? Topics about Effects and Causes Causes and effects of stress This is the most common problem for most of the modern people. The ordinary everyday routine may cause so much pressure that we lose our sleep, we feel depressed. Stress may cause even worse effects in the long run. Consider all effects stress has on our health. Causes of overscheduling, and its effects on children Some parents think that if their kids dont spend all day taking classes and doing sports, they may get into troubles more likely. Although overscheduling has its negative effects too, and stress isnt the only one of them. Causes and Effects of Air Pollution What air pollution does to animals and our health? What are general causes of air pollution? Get Our Help! If youre not sure about your writing skills or knowledge, it shouldnt stop you on your way to success. Thats why we offer our professional writing help. Contact us now, and our professional writers will do everything for you to get highest grades!

Civil Richard Nixon and Search Engine Essay

Civil Richard Nixon and Search Engine Essay Civil: Richard Nixon and Search Engine Essay Part1: Explain how events such as the Vietnam War and Watergate affected the American public’s opinion of the U.S government.? Well what it’s trying to say are many Americans especially the public was affected by many events Part2: Two on Watergate What search engine did you use? I used Bing What words did you type into the search engine to get your results? How did the Watergate affect the Americans public opinion of the u.s government What sources did you choose? Provide the web address and title of each source. 1. http://en.allexperts.com/q/U-S-History-672/2011/2/Effects-Watergate-America-View.htm 2. http://openstudy.com/updates/520c0263e4b0f627eb19daaa Two on the Vietnam War What search engine did you use? I used bing for both What words did you type into the search engine to get your results? I typed in how events of Vietnam affected the American public. What sources did you choose? Provide the web address and title of each source. 1. rationalrevolution.net/war/american_involvement_in_vietnam.htm 2. http://history1900s.about.com/od/vietnamwar/a/vietnamwar.htm Part3: Source1: Vietnam war: American didn’t want to get involved in the Vietnam war, neither did the u.s. soldiers. The soldiers didn’t fight for America because they belive there was no war. The original audience would have been the newspaper readers and political people. The purpose of this website is to show how the Vietnam affected most of the Americans and how they didn’t want to go to war This source goes depth about the Vietnam and what they went thru. It also shows how many of the Americans didn’t want to enter of the war and the causalities and deaths from this war. "We found that not only was it a civil war, an effort by a people who had for years been seeking their liberation from any colonial influence whatsoever, but also we found that the Vietnamese whom we had enthusiastically molded after our

China accounting standards Essay Example | Topics and Well Written Essays - 750 words

China accounting standards - Essay Example The accounting standards determine the procedure for preparation of financial statements which produces information like business revenues, expenditure, net income, assets, liabilities and the wealth of the stakeholders. Overview: Chinese Accounting standards China has its own system of accounting standards that is maintained in the land of China. The accounting standards of China are composed basic standards, specific standards and application guidance. There are thirty-eight specific standards that are followed in the Chinese accounting standards. During the socialist period, the government of China was the sole owner of the industry. The accounting standards of China are unique as it developed during the socialist regime and is tailor made to the objectives of the Chinese economy. The Chinese accounting standards are intended to focus less on the information of profit and loss. The accounting standards differ from the western accounting standards in terms of providing guideline on information on inventory of the industries. In comparison to the western accounting standards, the Chinese accounting standards are intended less towards accounting of debt of a corporation (Coulaud,  Schulz and  Debilliers, 2008). ... Moreover, the Chinese economy underwent reforms and achieved rapid progress in industrial development. This created the need of revising the accounting standards of China in order to create a competitive ground with the international accounting standards. In 2006, the government of China passed a new accounting law in joint consultation with the ministry of finance, the international accounting standards committee and the representative from the Chinese economy. With a view towards the emerging scenario of integration of international trade with the Chinese trade, the accounting standards of China adopted several standards recommended by the International accounting standards board. In order to align the information on the business performance of China through financial statements and reports and to allow a platform for comparison of the Chinese business with the top listed companies all over the world, the accounting standards of China adopted several features of the international a ccounting standards. The financial reporting procedure was replaced by the international financial reporting standards. The financial reporting criteria helped to compare the financial statements of the Chinese company with the rest of the world which added a significant feature in the era of globalization (Avery,  Zhu and  Cai, 2009). The alignment of the financial reporting standards adopted by China to the International accounting standards is about 95%. Impacts of changes in Chinese accounting standards The changes in the accounting standards of China for preparation of financial statements and accounts have created major impacts on the ways on financial accounting and generating annual reports of the Chinese companies. His has also paved the path of

GLOBAL BUSINESS Essay Example | Topics and Well Written Essays - 2000 words

GLOBAL BUSINESS - Essay Example This business report further illustrates the idea that studying the business environment can help in the actual planning and decision-making activity. This is evident in the case of SWOT analysis and Force Field analyses, both are important for actual decision-making technique. Furthermore, highlighting the case of ‘The Guardian’ and the actual scenario in the newspaper industry in the developed economies will help us understand more about the potential impact of the mentioned analyses. Table of Contents Executive Summary 2 Introduction 4 Findings 4 SWOT Analysis of ‘The Guardian’ 5 Description of Lewin’s Force Field Analysis 7 Force Field Analysis of the newspaper industry in the developed economies 7 Description of the Indian newspaper industry 7 Conclusion 8 References 9 Introduction The newspaper industry especially in the developed countries is going through a remarkable change. There are factors that can help explain this change. Although the pe riod of change has taken its place in the developed economies, the story is quite different in India. To deal more of this, the following points are included in this business report. Description of a PEST analysis, its purpose and the business benefit. A PEST analysis for the newspaper industry in the developed economies. ... Description of PEST Analysis. PEST analysis is essentially part of every planning activity, as its sheer purpose is to consider Political, Economic, Socio-cultural and Technological changes in the business environment. This even leads to a high level of decision-making capability or reasonable decisions of the manager, as there will be exposure to probable changes prevailing in the business environment. These changes will therefore help the business world to find ways and means in order to create the remarkable opportunities linked to them. This leads the business world to consider PEST analysis as a management tool that is capable to give smart management and advanced warning of threats, pushing the yellow button to consider finding the right alternative courses of actions to take and outlining the best moves to do to change path if it is necessary. With this, the employment of PEST analysis will be able to guarantee at some certain level the ability of the business not to fall into serious mishaps, but rather a more meaningful view or approach of the new business environment. With the serious challenge linked to the prevailing changes that the newspaper industry in the developed countries is facing today, a PEST analysis is necessary to plan for the necessary courses of actions before things might be too late. PEST analysis for the newspaper industry in the developed countries. The online article, ‘Who killed the newspaper’ reveals some insightful information concerning the probable reasons why the newspaper industry in the developed countries is facing a significant challenge at the moment despite its success in the past years. a. Political. It is revealed that

Research and Analyse an organisation in Business Finance and Law Essay

Research and Analyse an organisation in Business Finance and Law - Essay Example In this context, Barclays Bank operates in 60 countries worldwide with the primary focus on Europe. The institution is among the largest lenders in the world based on the market capitalisation measurements. The core operations of the bank are the investment and retail banking in various parts of the world. However, different forces acting on liberalised economies in most of the European Union nations due to the introduction of Euro and globalisation (Barclays.com, 2015) are influencing investment banking. The Barclays Bank provides services to multinational corporations operating different market models worldwide. The bank plays a great role in the banking sector by financing various government projects in different regions worldwide. Moreover, the bank provides services to individuals and corporations in the emerging economies in Africa, Asia and Europe. The operations of the company comprise of two major business that include the commercial and global retail banking (GRCB) as well as the investment banking and management business (IBIM). The strategy of the organisation aims at enhancing growth by diversification of their profit base. In addition, the organisations approach focuses on benefiting the customers through time and market-based growth. The management strategy of the Bank is its primary driver in the world banking industry (Rao, Rao and Sivaramakrishna, 2008). The strategy of the Barclays Bank is to provide a complete portfolio of services in various countries in the world. In addition, the strategy entails different concepts of providing a wide range of opportunities in order to facilitate growth by enhancing its market share and diversifying its products. Furthermore, the banks strategies encompass three primary concepts that include invest, learn and grow. The success of the bank is also facilitated by the ambition of the group to be one of the major

PESTEL Analysis of McDonalds Food Industry PEST Example

PESTEL Analysis of McDonalds Food Industry PEST Example Introduction McDonald’s is the largest fast food chain in the world. There are approximately 35,000 McDonald’s stores across 119 countries, and they jointly serve around 68 million customers a year (McDonald’s, 2014). Each McDonald’s is either run as a franchise, or by the McDonald’s Corporation itself in the UK, approximately 65% of McDonald’s restaurants are run as a franchise, and the remaining 35% are run by McDonald’s themselves. There is a relatively stringent application process involved in becoming a McDonald’s franchisee – McDonald’s themselves lists some of the requirements, including:a high level of integrity, business experience, experience within the food industry, the time and ability to complete a minimum of nine months franchisee training, a full time commitment to the opportunity, and a high level of investor capital (McDonald’s, 2014b). Such commitment to ensuring the strength and commitment of their franchisees has perhaps contributed to the strength of the McDonald’s brand, which is among the world’s best-recognised and well-regarded, particularly in the fast food market (Moskowitz, 2014) This essay will examine the current business environment McDonald’s operates in through a PESTEL analysis, to examine the general external business environment and the specific industry factors that may affect the business. The results of this essay can then be used as the background for a SWOT analysis to highlight the specific strengths and weaknesses of the McDonald’s business model and its potential future opportunities and threat, which should help to determine the best strategic direction for McDonald’s to take in the coming years. PESTEL Analysis A PESTEL analysis examines the external business environment facing a firm in 6 main areas; Political factor, Economic factors, Sociological factors, Technological factors, Environmental factors and Legal factors. Though a single organisation is normally unable to directly affect the external factors facing it, a conglomeration of companies can exert some pressure on these factors, particularly any political factors through the intelligent use of political lobbying. Proper understanding of these factors allows the organisation to highlight areas of business opportunity when combined with proper understanding of the business’ strengths, and also potential threats to the business when combined with a proper understanding of the firm’s weaknesses (Baines et al, 2011). Thus, for effective strategic planning, analysis of the external factors is the most important step before performing an analysis of the business’ intrinsic strengths and weaknesses through a SWOT analysis. Political The fast food industry is often a target for government initiatives aimed at improving health and reducing obesity, particularly in European countries. In 2003, after the publication of a report by the Scientific Advisory Committee on Nutrition (SACN) on the link between general levels of salt intake among the UK population and heart disease, the UK government introduced initiatives to reduce the amount of salt in many foodstuffs, including many products within the fast food industry in general, and McDonald’s in particular. In response, McDonald’s reduced the overall salt content of its UK menu by around 14% (Food Standards Agency, 2005). In Germany, a recent food labelling initiative required all fast food restaurants to provide clear indications of a number of nutritional factors for each of their meals, including salt and sugar levels, calorie content, saturated and unsaturated fat levels, and a traffic-light label indicating the overall level of healthiness, with green indicating both low calorie and low fat options, and red indicating high calorie, high fat options (Hurt et al, 2010). Similar initiatives have been implemented in the UK, France and the Netherlands, though reports indicate that the introduced food labelling has little impact on overall demand within the fast food industry (Grunert and Wills, 2007). In Denmark, a government initiative in 2003 placed restrictions on the amount of artificially created unsaturated fats, known as Trans Fat, or TFA, which have been shown to be heavily involved in increasing cholesterol and thereby heart disease risk., TFAs are present in many food industries that rely on deep fat frying, as they can be used for far longer than more conventional oils while still staying relatively fresh (Choe and Min, 2007). Prior to the imposed restrictions, a meal of Chicken McNuggets and Medium French Fries at a typical Denmark McDonald’s had, on average, 30g of Trans Fat. After the restrictions, the same meal had on average less than 1g of Trans Fat (Hurt et al, 2010). In the US, by comparison, the fast food industry is far more self-regulating, with little to no government intervention at all, despite many published reports on the link between fast food industry advertising and childhood obesity (Wilson and Roberts, 2012). This is due to two main factors: firstly the US political system as a whole tends to be far more committed to laissez-faire economics than even its most right-wing European counterparts – in general, there is far more political inertia to overcome (Skousen, 2009). Secondly, the fast food industry has an aggressive and concentrated lobbying presence in the capital (of which McDonald plays a significant role), and is politically savvy enough to avoid or negate any proposed regulation that makes it through (Wilson and Roberts, 2012). The fast food lobby has thus far defeated proposed restrictions on Trans Fat content similar to those enacted in Denmark, a proposed ‘soda tax’ on sugary drinks, and policies aimed at controlling the amount of sugar, salt and fat in children’s meals (Wilson and Roberts, 2012). This helps to keep McDonald’s US profit margins higher than those countries where such restrictions have been imposed (Schlosser, 2012). Economical The recent economic recession was incredibly disruptive for firms in many industries, reducing revenues and profits across the board, and decreasing consumer demand for many goods and services (Kliman, 2012). However not all firms and industries were adversely affected – some actually saw revenue and profit opportunities increase during the economic downturn due to higher demand these tend to be firms and industries that are seen to provide ‘value for money’, of which the fast food industry is one (Bems et al, 2010). Fast food restaurants can be seen as imperfect substitutes for more traditional restaurants; many consumers prefer to eat out at a fast food restaurant as a cheaper alternative to a more expensive traditional restaurant. In 2008, near the height of the crisis, the fast food industry in the UK actually saw increased growth in terms of revenue of 4.5%, with an overall increase in demand for McDonald’s products of around 4% (Key Note, 2009). Other countries that saw similar increases in demand in the fast food industry in general and McDonald’s in particular include Japan, France and Belgium (Economist, 2010). By comparison, in the US the demand for McDonald’s products over the recession did not increase as in Japan, the UK and France, but more importantly it did not decrease either – this during a time where demand in the overall US restaurant industry fell by around 6% (Economist, 2010). These figures paint a picture of the fast food industry being relatively recession proof; however, as a Moody’s report (2009) cautions, this may not always be the case. Consumers may choose to eat at home rather than going out in particularly severe recessions, substituting home-cooked meals for restaurant ones, value-for-money or otherwise. They may also focus their demand on low-cost, ‘budget’ menu items with particularly low profit margins. Indeed, during the recession Burger King saw its US profits fall by around 6% as customers increasingly turned to its dollar menu options which it had chosen to focus on as a marketing strategy during the recession, with demand for those items increasing by as much as 20%. A number of Burger King franchises actually sued the corporation after requiring them to promote and sell double-cheeseburgers at $1, when they cost $1.10 to make (Economist, 2010). Such poor marketing strategies undoubtedly led to Burger King’s fall in profits during the recession – in contrast, McDonald’s continued to focus on its more expensive standard menu options, and actually increased marketing spend by 7%, as many companies cut back (Ritchie, 2010). Sociological While McDonald’s and the fast food industry in the US has manage to dodge most proposed regulation aimed at reducing the unhealthiness of many of their products, they have been perhaps less successful in dodging the negative public opinion over the same issue. Fast food in general has seen its public image decline as society in general becomes more health conscious –the preceding decades have seen a rise in many societal health-based food initiatives, such as increased demand for unprocessed and organic foods, and a growing public awareness of obesity and heart disease and its links to high-fat foods. In 2004 Morgan Spurlock, an American social-commentary filmmaker in the same vein as Michael Moore, created the documentary Super-Size Me (2004), where he ate only McDonald’s for 30 days, for 3 meals a day (breakfast, lunch and dinner). He did not allow himself to have any other food during that time, and had to upgrade to a super-size meal whenever asked, which had double the amount of fries of a medium sized meal, and also came with a 42 ounce coke. After the 30 day period, he had gained 1 stone and 10.5 pounds of extra weight which represented a 13% body mass increase, had a cholesterol level of 230 (where levels below 200 are considered healthy) and had developed cirrhosis of the liver (Spurlock, 2004). There have also been many damaging reports made about the fast food industry in general and McDonald in particular, including a number of studies that have suggested fast food addiction shares many of the same characteristics as drug addiction (Garber and Lustig, 2011; Volkow and Wise, 2005). A paper by Johnson and Kenny (2010) found that high-fat food triggered many of the same dopamine receptors in rats as those triggered by cocaine or heroin, and can override standard eating responses and lead to bout of compulsive, addictive-like eating. In response to this, McDonald’s has phased out the super-size option for all of its US meals (the UK supersize meal option had been phased out in 2001 due to very low demand, and had not been introduced in any other countries) and began offering more healthy menu options, including fruit smoothies, salads, milk, water and fruit (Pompper and Higgins, 2007). They have also launched a number of innovative marketing campaigns aimed at highlighting the new range of healthy alternatives, a policy that is estimated to cost an additional $35million in marketing costs (Vizard, 2013). Such an approach appears to have been effective, with no sales decline reported in any month over the last 10 years (Vizard, 2013). Technological The advent of the internet has opened up many opportunities for low-cost, high-impact marketing across a range of firms and industries. Increasingly, firms are being judged more and more strongly on their online presence and perceived technological savvy – it can seriously harm a business’ image if they are seen as out-of-touch with the modern technological world (Chaffey, 2009). Marketing opportunities using the internet are many and varied and can range from intricate, involved, multi-layered viral campaigns, through website design and functionality to a simple social media presence. While the fast food industry was slow to catch on to the benefits of internet marketing in the beginning, most firms have now embraced its potential, and McDonald’s is at the forefront. As well as taking the (now somewhat standard) step of establishing a strong social media presence, with the creation of both a Facebook page and twitter account in 2009, McDonald have also run a number of successful online marketing campaigns, including an ‘Ask McDonald’s Youtube campaign in 2012, where over 20,000 questions from the public were answered, with most being based around the quality and supply chain of McDonald’s food and burgers. Many of the questions were answered through short Youtube videos, some of which have gathered over 10 million views, and most of which were received very positively (Macmillan, 2012). However, as with most other firms, the internet has proved to be a double-edged sword in terms of marketing success for McDonald’s. There have also been a number of negative articles posted on Facebook and Twitter about the company and its products, including an obvious hoax post that claimed a batch of McDonald’s hamburgers in Oklahoma had been found to have been contaminated with ‘human meat’ (Hooton, 2014, p1). Despite the obvious falseness of the claims (the posts were taken from a joke news site, satirising the Tesco horse meat scandal of 2013) many people online believed the stories, claiming to be sickened by them, and declaring they would boycott McDonald products from now on (Hooton, 2014). Such false information is easily spread online with little to no information regulation; firms can be at the mercy of false accusations and internet pranks. Also, in direct contrast to the successful Youtube campaign was a perhaps less successful Twitter campaign, where McDonald’s promoted the #Mcdstories hashtag for twitter users to post their stories and positive experiences with the firm. However, as there was no ability to either control or properly interact with the responses as with the Youtube campaign, the campaign collapsed almost immediately with a glut of negative anti-McDonald’s tweets, outweighing the positive responses by around 10 to 1 (Kolowich, 2014). Careful monitoring of the company’s online presence and quick response to such incidents will go some way to mitigating the potential damage. Environmental In recent years, environmental issues have come to the forefront of public consciousness with the rise of many green initiatives and movements. In response, many businesses now include some form of environmental damage mitigation to counteract the negative environmental aspects of their typical business production methods; typical methods include the replanting of trees to offset carbon emissions caused by the transportation of goods, a reduction in the amount of paper used in the administrative side of the business, energy-saving initiatives such as the turning off of lights, electrical appliances and computers when facilities are not in use, and a reduction in the amount of packaging used in the production process (Satya, 2002). Environmental concerns about a business’ operations are particularly pronounced in the food industry, as food production techniques are often associated with poor environmental controls, particularly in emerging third world economy producers, and budget meat suppliers (Foster et al, 2007). Indeed, a number of protests have been levelled at many fast food firms in general, and McDonald’s in particular – on 19th July 1985, Greenpeace in the UK declared an â€Å"anti-McD Day of Action† (Veggis, 2014, p1) which involved demonstrations, protest marches and pickets of many McDonald’s stores across the UK. The ‘Day of Action’ has been repeated every year on the same date, and protests against â€Å"the promotion of junk food, the unethical targeting of children, exploitation of workers, animal cruelty, damage to the environment and the global domination of corporations over our lives† (Veggis, 2014, p3). In 1997, two of the protestors were sued by McDonald’s for libel, after repeating some of these claims in many McDonald’s restaurant. The judge found in favour of McDonald’s for some of the allegations of libel, but found others had some truth to them and could not be considered libellous, including claims that they â€Å"falsely advertise their food as nutritious, risk the health of their long-term regular customers† and â€Å"are culpably responsible for cruelty to animals reared for their products† (Justice Bell, 1997, p13). In response to this, McDonald’s have initiated a number of Corporate Social Responsibility (CSR) policies centred on reducing the environmental impact of the business; they currently participate in ‘Earth Hour,’ an initiative that encourages many businesses to turn off their lights and unused equipment on a specific hour each year, to reduce their carbon footprint. They have also sought to reduce the environmental impact of their packaging, seeking out more biodegradable packaging in many markets; they have initiated paper-reduction policies in many of their administration centres, and they have also instigated investigations into the care and management of the animals reared for their product supply, with a view to ensuring no unnecessary cruelty or inhumane treatment is taking place (McDonald’s, 2014c) Legal The specific legal environment in which McDonald’s operates is highly dependent on the specific country and market in question; however, most of the markets that McDonald’s operates in have some form of a Health and Safety legal framework, particularly with regard to food preparation. Many, if not all of the countries McDonald’s operates in has some form of public health inspection system with regard to food producers in the UK, it is the Food Standards Agency, while in the US, it is the Food and Drug Administration (Campbell et al, 2008). In both markets, any employees with food-handling capabilities must take part in food-hygiene training at the company’s expense. McDonald’s has implemented a system that adds additional controls to those required by either health agency, and as their customer-facing website states, â€Å"there are at least 70 safety checks on beef and chicken every day. In fact, McDonald’s rigorous standards have been used by government agencies as models for their own regulations† (McDonald’s, 2014d, p1). In this way, their dedication to food safety over and above that required by law can be used as a marketing tool, to emphasise their commitment to quality (Campbell et al, 2008). There are also a number of employment laws to consider in each market, including those regulating the maximum length of an employee’s daily and weekly working hours, the requirements for employee breaks and facilities, tax and payroll requirements, business registration and accountancy standards for reporting profit and loss (Jones, 2013). McDonald’s tends to adhere to the same legal standards across markets for each of these areas, even in markets with less stringent regulations or legal requirements than those of the UK or US markets (McDonald’s, 2014a). Conclusion In conclusion, McDonald’s faces a number of challenges from its external environment, including the threat of further government health regulation in the US, social concerns about the unhealthiness of their products, adverse publicity from hoaxes or failed marketing campaigns on the internet, and additional protests regarding the environmental impact of the business. Through understanding these challenges, McDonald’s marketing and strategy managers can use the business’ strengths, such as its commitment to food quality and safety, its successful marketing campaigns, and the overall strengths of its brand, to turn these challenges into potential business opportunities. In order to do so, they can use the information provided by this PESTEL analysis as the groundwork for a comprehensive SWOT analysis, to enable the intelligent setting of future strategy for McDonalds. In this way, they can help to ensure McDonald’s remains a market leader in the fast food industry. References Baines, P, Fill, C and Page, K (2011), Marketing, 2nd Ed, Oxford: Oxford University Press Bems, R, Johnson, R and Yi, K (2010), ‘Demand Spillovers and the Collapse of Trade in the Global Recession’, IMF Economic Review, Volume 58, Issue 1, pp295-326 Campbell M, Gardner C, Dwyer J, Isaacs S, Krueger P, and Ying J (2008), Effectiveness of public health interventions in food safety: a systematic review, University of York: Centre for Reviews and Dissemination Chaffey, D (2009), Internet Marketing: Strategy, Implementation and Practice, Harlow: Pearson Education Choe, E and Min, D (2007), ‘Chemistry of Deep-Fat Frying Oils’, Journal of Food Science, Volume 72, Issue 5, ppR77-R86 Economist (2010), The changes facing fast food: Good and hungry [Online], Available; http://www.economist.com/node/16380043 [Accessed 9th October 2014] Food Standards Agency (2005), UK salt reduction initiatives, London: FSA Foster, C, Green, K, Bleda, M and Dewik, P (2007), Environmental impacts of food production and consumption: final report to the Department for Environment Food and Rural Affairs, Brussels: UN Food and Agriculture Organisation Garber, A and Rustig, R (2011), ‘Is fast food addictive?’, Current Drug Abuse Review, Volume 4, Issue 3, pp146-162 Grunert, K and Wills, J (2007), ‘A review of European research on consumer response to nutrition information on food labels’, Journal of Public Health, Volume 15, Issue 5, pp385-399 Hooton, C (2014), Those human meat found in McDonalds factory stories and Facebook posts are a hoax, obviously [Online], Available; http://www.independent.co.uk/life-style/food-and-drink/news/those-human-meat-found-in-McDonalds-factory-stories-and-facebook-posts-are-a-hoax-obviously-9784592.html [Accessed 9th October 2014] Hurt, R, Kulisek, C, Buchanan, L and McClave, S (2010), ‘The Obesity Epidemic: Challenges, Health Initiatives, and Implications for Gastroenterologists’, Gastroenterol Hepatol , Volume 6, Issue 12, pp780-792 Johnson, P and Kenny, P (2010), ‘Dopamine D2 receptors in addiction-like reward dysfunction and compulsive eating in obese rats’, Nature Neuroscience, Volume 13, Issue 1, pp635-641 Jones, L (2013), Introduction to Business Law, 2nd Ed, Oxford : Oxford University Press Justice Bell (1997), Justice Bell’s Verdict: 19th June 1997 [Online], Available; http://www.mcspotlight.org/case/trial/verdict/verdict0_sum.html [Accessed 10th October 2014] Key Note (2009), Fast-Food Home-Delivery Outlets Market Update 2009, London: Key Note Kliman, A (2012), The failure of capitalist production: Underlying causes of the great recession, 1st Ed, London: Pluto Press Kolowich, L (2014), The Rules of Twitter Hashtags: Hits and Misses From 7 Big Brands [Online], Available; http://blog.hubspot.com/marketing/twitter-hashtag-campaign-examples [Accessed 10th October 2014] Macmillan, G (2012), How McDonald’s created a social media success with questions campaign [Online], Available; http://wallblog.co.uk/2012/08/20/how-McDonalds-created-a-social-media-success-with-questions-campaign/ [Accessed 8th October 2014] McDonald’s (2014a), Corporate Info [Online], Available; http://www.McDonalds.com/us/en/our_story/Corporate_Info.html [Accessed 7th October 2014] McDonald’s (2014b), McDonalds International Franchising [Online], Available; http://www.McDonalds.co.uk/ukhome/Aboutus/Franchising.html [Accessed 7th October 2014] McDonald’s (2014c), Striving for a Sustainable Future [Online], Available; http://www.McDonalds.co.uk/ukhome/Ourworld/Environment.html [Accessed 10th October 2014] McDonald’s (2014d), Food Safety [Online], Available; http://www.McDonalds.ca/ca/en/food/making_informed_choices/food_safety.html [Accessed 10th October 2014] Moody’s Investors Services (2009), Fast-Food Advantage, New York: Alacra Store Moskowitz, D (2014), McDonalds Brand Strength Still Dominates Its Peers [Online], Available; 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The Perception of Pain :: Senses Medical Essays

The Perception of Pain At some point in life, all people experience pain. The presence of pain can prevent further damage to an injured area or even prevent an injury from occurring, but pain that continues, after treatment or even after healing, can be debilitating (Loeser and Melzack, 1999). Stephani Curtis (1997) presents a case study of a 32-year-old woman, Mrs. J, who injured her lower back when she fell off a horse. As a result of this accident, Mrs. J experienced a ruptured lumbar disc. The treatment, a lumbar laminectomy, failed to alleviate her pain. Due to the pain and the effects of her prescribed medication, Mrs. J was forced to curtail her activities, and she had to quit her job as a truck driver. Psychologists, neurosurgeons, and other health-care professionals research to relieve pain for patients like Mrs. J. This much needed research offers hope for the millions of people whose lives have been disrupted by pain, such as chronic pain, hyperalgesia, and allodynia. While pain has always been present in humans' lives, Loeser and Melzack (1999) report that it is in only the past 30 years that pain research has made advances in both the treatment and the understanding of pain. There are three basic categories of pain: transient, acute, and chronic. Short-term, or transient pain, serves to protect an individual from any lasting damage. Nociceptive transducers activate this beneficial kind of pain in daily life when people stub a toe or get a mild sunburn. People rarely seek medical care to address transient pain symptoms. The pain itself motivates the person to stop the harmful activity to prevent additional pain and damaging injury. When damage does occur to an injured area, nociceptive transducers also activate acute pain, another beneficial type of pain. A broken bone or a tissue-damaging burn are examples of this medium-duration pain. People normally go to the doctor to aid the natural healing of the body and to reduce pain. Acute pain rarely continues for longer than three months; although, continuous acute pain from malignant diseases can last longer. The final category of pain, chronic, presents many challenges to both patients, like Mrs. J, and health-care providers. The pain fails to cease after treatment or even after healing in some cases. The body may be unable to heal as in the amputation of a limb. Pain experienced in the missing limb is known as phantom limb pain (Loeser and Melzack, 1999; Pain Drain, 1999).

Marketing Strategies of Mcdonalds in India

EXECUTIVE SUMMARY Marketing is a procedure of attracting prospective customers and consumers in your products and services. However the crucial word in the above sentence is â€Å"procedure â€Å", hence marketing incorporates researching, advertising, selling, and distributing your products or services. Hence we planned to focus on one of the best known brands worldwide, McDonald’s Corporation. The following executive summary presents the key marketing aspects of McDonald’s Corporation and should be read as a complement to the contents of this report. Summarized content Page No. †¢ Key facts about the firm. External environment forces and consumer behaviour. †¢ The concept of Marketing mix and its various aspects. †¢ Decision making process and brand image. 2 2 3 †¢ The Product Life cycle and what steps the company is taking to revitalise its existing products. †¢ The different communication strategies used by the company in advertising its p roducts and the varying styles of television advertising carried out since McDonald’s launch in India. †¢ The distribution and the supply chain network of the firm in India. †¢ The SWOT analysis of the firm along with inference and some recommendations. 8 9 10 1. 0 INTRODUCTION Marketing is understood by majority of business groups as simply to mean simply to promote, sell and advertise. But this is not entirely true as marketing incorporates all techniques from human behaviour and cultures through research, new product launch, product life cycle, advertising, public relations and finally the sales function. The Chartered Institute of Marketing (CIM) describes marketing as ‘the management method accountable for discovering, anticipating, and satisfying consumer requirement valuably. ’ Hence the most significant concept of marketing lies in knowing and understanding your customer. This report aims at investigating how McDonald’s Corporation, a global restaurant has achieved this enormous success in international growth and challenges due to its marketing strategies. 2. 0 BACKGROUND AND DISCUSSION Out of the enormous market of fast food industry, McDonald's Corporation is the globe's fastest growing firm, with more than 20,000 restaurants in 100 countries (Vignali, 2001). In the UK, McDonald's operates a staggering 900 restaurants (www. bc. co. uk ). Initially it was started as a hot dog stand by Dick and Mac McDonald at California, USA in 1937. The business began in 1955 when Ray Kroc and the McDonald’s brothers opened a restaurant to the north of Chicago. From then on, McDonald's grew rapidly and today is known as an international brand. However, the cuisine menu has been changed to meet the demand and lifestyles of the customers. India has been a di fficult market for any overseas firm to do business considering its diversity and cultural differences. However McDonald’s established its first Indian outlet in Vasant Vihar, New Delhi in October 1996. McDonald's India has a 50-50 joint venture involving McDonald's Corporation, US and 2 Indian business men, Amit Jatia’s (Hard castle Restaurants Private Limited) and Vikram Bakshi (Connaught Plaza Restaurants Private Limited). About major percent of the menu available in McDonald’s in India is Indianized and exclusively designed to attract Indian consumers (Dash, 2005). But the success have not come at ease, the firm had to meet a lot of obstacles and problems in attaining its high standards. . 0 EXTERNAL MARKETING ENVIRONMENTAL FORCES McDonald’s faces many external marketing environmental forces, which the firm has to familiarize with and deal accordingly. With respect to environment forces, the firm has to adapt highly fragmented foodstuff marketplace and developing transportation. Considering the fact that India’s food expenditure is on the rise, Mc Donald’s also has to compete with the millions of road side stalls, dhabas (Regional Food Stalls) and carts which offer popular foodstuffs across India (Dash, 2005). Hence the company has come up with a variety of reasonable products at reasonable prices. In view of the cultural force, the firm has to conquer the major regional languages and the educational barrier among the people. Hence McDonald’s adapts to the local language and uses signs as a strong display of firm’s assurance to the localities (Chauhan, 2008). On the political front, the firm also has to check on the government intervention and pressure from various regional environmentalists and health camps (check http://www. hinduonnet. com ). Even on the economical front, some pressure exists as swadeshi (regional) mindset exists. The company also has to focus on the diverse distribution of income across the country. According to Mr Jatia, M. D, South and West Region, India, Indian people are increasing their visits to McDonald's as it has become more than an occasion meal especially to the middle class. (http://online. wsj. com ). Hence looking at the success, the fact can be drawn that both local management directors (Mr. Bakshi and Mr. Jatia) have played important roles in shaping McDonald’s to the prospects of the Indian market. . 0 MARKETING MIX The concept of Marketing Mix consisting of the 4P’ was formulated by McCarthy in 1975. This was used as principal foundation for many years. In the year 1996 Fifield and Gilligan added 3P’s (People, Process and Physical) to the existing 4P’s of Marketing Mix. These 3P’s are an integral part of services marketing. The 7P’s used to anal yse the Marketing Mix of McDonalds in India are: 1) Product (Features, Quality, Quantity): McDonalds aims to create standardized set of items, that taste same everywhere. But along with this it concentrates on localization by adapting to local tastes, customs, customer preferences etc. For example, McDonalds changed the ingredients of its ‘French Fries’ after it protested that it was made out of the oil from beef. This was done as Cow is considered sacred among Hindus in India. McDonalds has a variety of products specially made for the Indian market. Some of them are Vegetable McNuggets, Mutton based Maharaja Mac (as Hindus do not eat beef and Muslims do not eat pork). Apart from all these its menu includes beverages, frozen desserts and breakfasts combos. ) Place (Location, Number of Outlets): McDonalds follows concept of standardization in component of place also. The ambience and outlook all restaurants are the same. The reasons why most of its outlets in India are in Malls, shopping complexes, famous street markets is its locating strategies. It has over 130 outlets in 34 cities all over India. 3) Price (Strategy, Determinants, Levels ): In India McDonalds has set prices on the basis of the prices of its nearest organized competitors. For example, initially it set price in New Delhi on the basis of the price of Nirula’s, its biggest competitor in that area. Vignali, 2001) This way it attracted the customers, as they were getting an international brand at the price of a local brand. The pricing strategy of McDonalds with respect to competition is explained in the later stages of the report. 4) Promotion (Advertising, Sales Promotion, Public Relation): â€Å"Brand globally, advertise locally† is McDonald’s promotion strategy. (Vignali, 2001; Sander & Shani, 1991). For years it has maintained extensive promotion strategy. It focuses on children, overall eating experience and portrays itself as a ‘Family Restaurant’. Its global tag line is â€Å"I’m Lovin’ It†. Tag line to attract Indian customers is â€Å"Aap Ke Zamaane Mein Baap Ke Zamaane Ke Daam†, which means buy at a price, which your father used to buy in his days† 5) People (Quantity, Quality, Training, and Promotion): â€Å"The Company is strongly committed to staffing locally and promoting from within. This means that McDonald’s has managers who understand both the corporate and the local cultures† (Vignali, 2001). Particularly in India it is important to have local people, as language differs from state to state and staff from some other state might not be able to understand the local people’s language. ) Process (Blueprinting, Automation, Control Procedures): In McDonalds the procedure for making food is identical everywhere. For example, one out of two fries must measure 75mm, meat for Big Mac’s weighs 45g and is 20 per cent fat. (Vignali, 2001). The following is the process in McDonalds: 7) Physical (Cleanliness, Decor, and Ambience of t he Service): This is one of the most important components of the Marketing Mix. If the place where the food is served is not clean and hygienic then there will be no result from the components. Keeping this in mind, McDonalds aims at cleanliness, speed, quality and transparency of process. Strict standards of cleanliness are maintained at all times. 5. 0 CONSUMER BEHAVIOUR In terms of consumer behaviour, McDonald’s associates its products with routine response behaviour and in some cases limited decision making for some classes. For example, enjoying a happy meal for some people may just be a case of hunger while some for some eating at McDonald's may be luxury and hence they may only turn up on occasions. Majority of the decision starts with experimental buying. Personal factors which affect the firm in relation to the consumer are demographic factors like age, gender and race. However the firm can also produce some situational factors like offering free sport coupons and offering 2 meals at one price (Deng, 2009). McDonald's also enhances the individual level of involvement by offering healthy meal packages for adults and toys for children. Bearing in mind the social factors, the firm has understood various cultures and classes across India. As different people have different local tastes, the firm produces products with a mix of regional taste (Dash, 2005). In terms of opinion leaders, celebrities are being increasingly used in marketing communication by marketers to lend personality to their products. 5. 1 UNDERSTANDING THE INDIAN CONSUMER Understanding an Indian consumer was extremely important for overcoming the challenges of expansion in India. Some facts of Indian consumer are that they have a high degree of family orientation. In solution to this? In India, McDonald’s has placed itself as a family restaurant. The foundation of its approach is to attract families and friends (Dash, 2005). Secondly Indian consumer is influenced by discounts and freebies. Hence the firm has constantly distributed free schemes on its products with its pricing strategies. Notable fact is that Indian consumers choose expensive products as they feel that price is an indicator of quality and they are likely to buy environmentally responsible products and packs as the environmental awareness has started affecting India. In response to this McDonald's attracts the consumers with good quality products and its ethical and ecological responsible products and packaging help in clean environment. . 2 DECISION MAKING PROCESS After investigating the behaviour of Indian Consumer, McDonald’s has produced an effective decision making process which involves five stages. The firm initially tries to recognize the desired need of the customer with its research on regional consumers. Secondly McDonald’s provides information of the products through internet, reports, media and campaigns which he lps the buyer to differentiate and understand the product better. Information related to pricing, offers and health are provided to the consumer. Thirdly McDonald’s provides a range of alternative products and its benefits to different consumers and helps them to evaluate accordingly. In the fourth stage the company uses its price strategy and benefits; the company aims to attract customers and their decisions to purchase their products. And finally, through quality and service, McDonald’s tries to improve its service with customers providing Post-purchase evaluation. 6. 0 BRANDING In terms of brand experience, McDonald’s is not just a product but a fast, clean and easy way for families to enjoy together. In view of the firm’s branding, McDonald's emphasizes on Customer driven and goal oriented techniques. According to Arvind Singhal, Head of Marketing at McDonald's India, McDonald's chooses to familiarize the customer with the brand in terms of a marketing communications. Since the brand image symbolizes how customers view the organisation, the company launched a clown named Ronald. Sitting on the Ronald McDonald bench and pumping sauce from the sauce machine became brand rituals for children. Hence the company ensured that it as to be aware of fundamental needs by identifying, predicting and serving their consumers rather than just selling the product (http://www. businessweek. com ). Hence the firm concentrates not only on delivering products for the instant demand but also defending the long term brand status. Family values being important in India, McDonald’s promotion assured that it’s is not just a fast-food joint but a quick, healthy and easy way for famil ies to relish together. Thus McDonald's focuses not only on delivering sales for the immediate present but also protecting the long term brand reputation. . 0 COMPETITION AND RECESSION In terms of pricing strategies, which is a part of marketing, McDonald’s faces tough competition on several fronts. Traditional rivals such as Pizza Hut, KFC and most importantly the local dhabas and road side stalls are eating reasonable margins of McDonald’s sales. Considering the prices, a happy meal in Pizza Hut which consists of 2 pizzas would approximately cost ? 4. 5 (Rs 350) and similarly a burger and drink at a KFC outlet would cost around ? 1. 5 (Rs 120). But with its consumer value strategies, McDonald’s offers a happy meal at only (Rs 90) ? 1. 12 (www. businessworld. in ) Recession may affect organisations to change their marketing policies because as recession occurs, the consumer spends less money on the product or switches to alternatives of low cost. But recession seems to be an advantage for McDonald’s as Consumers will cut back on high-end dining, and McDonald's is the beneficiary as they provide food at reasonable prices. (www. europe. wsj. com ). The company also introduces new offers accordingly to the situation. McDonald's has benefiting from its worldwide existence during the present recession, by the launch of new products like McAloo Tikki (prepared with potato and vegetables) and the Maharaja Mac in India (http://money. cnn. com/2009 ). According to Vikram Bakshi, M. D of McDonald's operations in India, McDonald's will be doubling-up its returns in three years, and tripling our restaurants in the next five years. Currently the fast-food chain has 123 outlets in India (http://in. reuters. com ). 8. 0 PRODUCT LIFE CYCLE Underpinning the product life cycle concept is the belief that products move through a sequential, predetermined pattern of development similar to the biological path that life forms follow. This pathway is known as the Product Life Cycle (PLC)† (Baines et al. , 2008). According to Kotler & Keller (2009), a company’s positioning and differentiation strategy must change as the product, market and the competitors change over its PLC. [pic] Figure 1 As it can be s een from the above figure a product basically has five stages, with four of them directly related to the consumers who in many terms dictate different aspects or the whole of product. Thus all products have a limited life for the consumer as well as the product. Since McDonald’s is a company that deals in food items, its products will have a definitive period within which they have to get acquainted to the customers tastes, grow in value and earn profits for the company. Also since the McDonald’s products are perishable they have a short life cycle (see www. bbc. co. uk). Thus regular innovation of the food items is required by McDonald’s. For instance, McDonald’s French Fries have been an important part of the company’s menu worldwide. But in India, at one stage their sales were on decline. To counter this problem the management tried to implement certain steps. They introduced the fries with a mix of certain Indian spices. The product came to be known as Shake Shake Fries. This was well received by the consumers and it once again revitalised the sales of the fries. Thus without cannibalising the existing product a new product was created by the firm to delay the decline of a well established product which had the potential to generate income (Ghosh et al. , 2009). 9. 0 MARKETING COMMUNICATIONS The managerial system that ensures timely and comprehensive input to the corporate information and the decision making process and consequence production and expression of credible, persuasive representations of beneficial exchange opportunities with actual and prospective customers and other stake holders. (Varey, 2002). On a more a simple terms it is the method of communicating the right message, through the right medium, to the correct audience (see www. thetimes. biz). If a firm fails to comprehend these steps, it may result in its product failure. The communication methods adopted by McDonald’s in India are as follows, Newspapers, Journals and other forms of Print Media †¢ Television advertisements †¢ Point of Sale Display †¢ Merchandising †¢ Direct Mail †¢ Door drops †¢ Demonstrations †¢ Tele-Marketing(see www. thetimes. biz) Thus effective communication is, when the company develops a campaign which makes use of the above methods to ge t the desired results. Considering only the Television Advertisements of McDonald’s in India, these were not on the company’s radar until the turn of the century (see www. thetimes. biz). This was despite its entry into the Indian market in the latter part of 1996. This step was undertaken by the company so that it could concentrate more on the development of its stores, improve the quality of its products and tailor its global menu to suit the Indian tastes. It was only after 2000 that the first advert of the firm was telecast. â€Å"The first advert of the firm featured a child who suffers stage fright and is unable to recite a poem. On entering McDonald's, he easily recites it in the store's familiar environment. † This advert of the company basically focussed on McDonald’s being a comfortable and a familiar place (Chaturvedi, 2008). The next ad was based on a family moving to a new place. The kid in the family feels lonely in the new surroundings until he finds a McDonald’s. This ad was basically the friendliness of the McDonald’s personnel. Also the management of the firm in India noted that the local people were price sensitive. Thus they took out and ad with a tag of ‘Yesteryear’s Prices’. â€Å"It features Bollywood stars from past decades together with their sons and a message that prices have not risen in line with the passage of time† (Chaturvedi, 2008). Thus McDonald’s with a clear agenda timed their ads to perfection which gave them good returns. McDonald’s also with its advertisements gave its tagline utmost importance. This is evident from the fact that its initial ads were delivered with a punch line â€Å"McDonald’s Mein Hai Kuch Baat† which translates to ‘There is something special in McDonald’s’. When McDonald’s had been successfully established, its tagline changed to â€Å"To Aaj McDonald’s Ho Jaye† which means ‘Why not celebrate with McDonald’s today†¦Ã¢â‚¬â„¢ (Vikram Bakshi, MD, McDonald’s India). He also adds that the main focus of the company with its advertisements was to change the perception of the Indians that McDonald’s was an ‘American brand with typical American values’. As Arvind Singhal, Head of Marketing at McDonald's India says â€Å"From a marketing communications standpoint, we chose to focus on familiarizing the customer with the brand. † Presently all of the McDonald’s communication strategies are focused to move the consumers to some kind of action. This may either be to visit the restaurant, buy the product or recommend it to a friend. It is also framed so that the consumers remember the product. Thus the mantra of the firm is that the more it knows about the people it is serving the more it will be able to communicate messages that appeal to them. 0. 0 DISTRUBUTION AND SUPPLY CHAIN McDonald’s uses an outsourcing model al all its markets, in some places it actively imports but in India gets materials from different places in India (Dash, 2005) it has suppliers all over India, supplying different inputs. This is done on order to procure best quality of input at the best possible price. Selecting a supplier involves a fou r step process. In each step the prospective supplier is evaluated carefully. Only item imported is the equipment to dish out burgers. The major suppliers in India are: Input Product |Supplier Company |Location | |Iceburg Lettuce |Trikaya Agriculture |Talegacon(Maharashtra) | | |Ooty Farms |Ooty | | |Meena Argitech |Delhi | |Cheese |Dynamix Dairy |Baramati (Maharashtra) | |Milk & Milk Products for Frozen Desserts |Amrit Food |Delhi and Mumbai | |Buns & Sauces |1)Cremica Industries |Philluar (Punjab) | | |2) Shah Bector and Sons |Khopoli ( Maharashtra) | | | | | |Patties, Pies & Pizza puffs |Vista Processed Foods |Taloja | (Dash, 2005) The entire distribution process is carried on by AFL Logistics Ltd, McDonald’s official partner in logistics and supply chain. 10. 1 DISTRIBUTION McDonalds in India uses what is called as a ‘Cold Chain’. This means that the vegetables are stored in cold storage from the moment it is harvested. These are then transported to restaurants in refrigerated vans. Semi – finished products are also stored a particular temperature. This ensures freshness and maintains the moisture level of the food. In the restaurant also the products are refrigerated. In the restaurant the deliveries are made to the customer within 60 seconds and the mode of service is self service. This is done to maintain speedy and quick service. 11. 0 SWOT ANALYSIS McDonald’s in India has been for around for around 13 years. Till now it has complimented the values and the cultures of the locals in an extremely ethical way. But still it has some weaknesses and threats, which if not countered, may well become grave. Thus the SWOT analysis shows the areas where the firm can build up on its existing strong image. ? Strengths †¢ Strong Brand – The McDonald’s Corporation in India has been able to live up to its global image of being able to handle any type of market. It has shown that by adopting the right approach and methods, any market can yield positive results. This has not only consolidated its powerful image and strong brand values but also has made the job difficult for the new entrants. Customer Intimacy – The firm in India with its correct mix of communication has been able to tap majority of the audience it focused on and has also developed affection from the large children populace of the country with its Children Centric ads. †¢ Product Innovation – the Compan y with its timely product innovation has regularly kept the consumers interested in its menu which caters to their tastes. †¢ Variety in Menu, Reasonable Prices and Great Service – Also with wide options in the menu McDonald’s also offers great prices with burgers starting from Rs20 ( Around 15p) plus with ‘1 Minute Service’ customers do not return disappointed from the place. ? Weakness †¢ Product on the scale of Health – McDonald’s in India is still not selling products which are good for health or which are made keeping consumers fitness. They are trying to fine tune their menu by adding more baked products rather than fried patties, but apart from McCurry Pan (launched 2003) it has not been able to introduce more healthy products (Dash, 2005). This fact forces many health conscious people to avoid the place altogether. ? Opportunities †¢ Expanding in Tier 2 and Tier 3 Cities – Despite the firm’s success in the urban and the metropolitan cities of India, McDonald’s has still not explored the whole of the country. This is due to the fact that the smaller cities in India are more inclined towards the home cooked food and eating fast food out is generally limited to local food joints that specialize in Indian cuisine. This presents a good prospect for the company to experiment with its menu, as McDonald’s has already localized its menu to a very great extent in the country. Entry into Breakfast Category – One of the other things that the company has still not made a complete foray into is the ‘Breakfast Menu’. McDonald’s have started only a couple of outlets in Mumbai and Delhi on experimental basis that serve Breakfast menu in December 2008. The options in this menu are available from 7 am to 11am in the morning. But the company is still to operate it on a large scale. †¢ Strong Beverage Brand – McDonald’s in India have till now only concentrated on to the food items they serve. The beverages they offer are just plain Coke available in small and large and coffee, tea and hot chocolate with no proper advertising. But it still has the opportunity to advertise and bring in its own brand of beverage as compared to something like Star Bucks’ The beverage may hot or cold and would give McDonald’s its own identity in the market which is dominated by Coke and Pepsi. ? Threats †¢ Changing Customer Lifestyle – Today, India has changed considerably as compared to 10 years back. Simultaneously the customer tastes are changing at a very fast pace. McDonald’s needs to keep this thing in mind since the customer taste for a particular product in today’s environment is very short-lived. †¢ Increased Competition – Today with the increasing number of malls and shopping centers in India, the number of fast food joints and restaurants has increased significantly that offer similar kind of food at comparable prices. This can turn out to be a disadvantage to the company since it mainly concentrates on opening its franchises in these malls. 12. 0 CONCLUSIONS & RECOMMENDATIONS From the above report it is clear that McDonald’s marketing strategies in India have been successful. With complete understanding of the consumer and considering the various marketing environments, executing very reasonable prices to timely product innovation and lastly extremely effective communication techniques have included India in their long list of successful countries. The only thing that the company needs to focus on is to try and add more menu choice and variety to promote healthier lifestyles. Also it should contemplate its already existing operations before continuing expansion in rder to increase their profit margin and since India is a developing country the firm should try and concentrate on penetrating, at timely intervals, into more budding cities. 13. 0 REFERENCES Baines, P. , Fill, C. , Page, K. (200 8) Marketing Oxford University Press, New York. Chaturvedi, P. (2008) Super-localize me: how McDonald's evolved its marketing in India, Warc Exclusive. Chauhan, G. (2008) Language in India, Languages Group, Vol 8, Birla Institute of Technology and Science, India. Deng, T. (2009) McDonald’s New Communication Strategy on Changing Attitudes and Lifestyle, International Journal Of Marketing studies, Vol 1, SolBridge International School of Business, South Korea. Fifield, P. and Gilligan, C. 1996) Strategic Marketing Management, Butterworth- Heinemann, Oxford. Ghosh, R. , Balaji, D. , Shah, J. , Sherlekar, N. , Sidana, D. , (2009) McDonald’s: Behind Golden Arches. Kotler, P. & Keller, K. L. (2009) Marketing Management, 13th Edn, Pearson Prentice Hall, USA. McCarthy. (1975) Basic Marketing: A Management Approach, Irwin, Homewood, pg – 98. Media Trust, The Institute For Volunteering Research (1997) Introduction To Marketing, Volunteering England and the Centre for Inst itutional Studies at the University of East London, UK. Prof. Dash, K. (2005) McDonald’s in India, The Garvin School of International Management, USA. Sander. D. M. & Shani. D (1991) â€Å"Brand Globally but Advertise Locally? An Empirical Investigation, International Marketing Review, Vol – 9, No – 4, pg – 18 – 29. Varey, R. J. (2002) Marketing Communication: Principles and Practice, Route ledge, London,pp 127-129. Vignali. C (2001) McDonalds: Think Global, Act Local – The Marketing Mix, British Food Journal, Vol – 103, No -2, pg – 97 – 111. INTERNET REFERENCES http://www. bbc. co. uk/dna/h2g2/A593525 – viewed on November 16, 2009 http://www. bbc. co. uk/dna/h2g2/A3816740 – viewed on November 16, 2009 http://www. hinduonnet. com/2001/05/06/stories/01060003. htm – viewed on November 16, 2009 http://online. wsj. com/article/SB124628377100868055. html – viewed on November 16, 2009 http://www. businessweek. om/innovate/content/may2006/id20060508_952455. htm – viewed on November 16, 2009 http://www. bbc. co. uk/schools/gcsebitesize/business/marketing/productlifecyclerev1. shtml – viewed on November 23, 2009. http: //in. reuters. com/article/businessNews/idINIndia-29999520071015 – viewed on November 23, 2009. http://money. cnn. com/2009/07/10/news/companies/mcdonalds_global_international_menu. fortune/index. htm – viewed on November 23, 2009. http://www. businessworld. in/bw/2009_10_10_Quickening_Service. html – viewed on November 23, 2009. ———————– DELIVERY UNIVERSAL HOLDING CABINET ASSEMBLER INITIATOR FROZEN FOOD MATERIAL

Corruption and Poverty

Corruption and Poverty Free Online Research Papers Corruption is both a major cause and a result of poverty around the world. It occurs at all levels of society, from local and national governments, civil society, judiciary functions, large and small businesses, military and other services and so on. Corruption affects the poorest the most, whether in rich or poor nations. The issue of corruption is very much inter-related with other issues. At a global level, the â€Å"international† (Washington Consensus-influenced) economic system that has shaped the current form of globalization in the past decades requires further scrutiny for it has also created conditions whereby corruption can flourish and exacerbate the conditions of people around the world who already have little say about their own destiny. A difficult thing to measure or compare, however, is the impact of corruption on poverty versus the effects of inequalities that are structured into law, such as unequal trade agreements, structural adjustment policies, so-called â€Å"free† trade agreements and so on. It is easier to see corruption. It is harder to see these other more formal, even legal forms of â€Å"corruption.† It is easy to assume that these are not even issues because they are part of the laws and institutions that govern national and international communities and many of us will be accustomed to it- it is how it works, so to speak. Those deeper aspects are discussed in other parts of this web site’s section on trade, economy, related issues. That is not to belittle the issue of corruption, however, for its impacts are enormous too.  «Ã ¢Ã °Ã ºÃ °Ã'  Ã' Ã ¸Ã'‚Ã'Æ'Ð °Ã'†Ð ¸Ã'  Ð ½Ã °Ã'  Ð ºÃ °Ã'‚Ð µÃ ³Ã ¾Ã'€Ð ¸Ã'‡Ð µÃ' Ã ºÃ ¸ Ð ½Ã µ Ã'Æ'Ã' Ã'‚Ã'€Ð °Ã ¸Ã ²Ã °Ã µÃ'‚! КÐ ¾Ã'€Ã'€Ã'Æ'Ð ¿Ã'†Ð ¸Ã'  Ã'Æ'Ð ³Ã'€Ð ¾Ã ¶Ã °Ã µÃ'‚ Ã'€Ð °Ã ·Ã ²Ã ¸Ã'‚Ð ¸Ã'Ž Ð ½Ã °Ã'ˆÐ µÃ ³Ã ¾ Ð ³Ã ¾Ã' Ã'Æ'Ð ´Ã °Ã'€Ã' Ã'‚Ð ²Ã °, Ð µÃ ³Ã ¾ Ã' Ã ºÃ ¾Ã ½Ã ¾Ã ¼Ã ¸Ã'‡Ð µÃ' Ã ºÃ ¾Ã ¼Ã'Æ' Ã'€Ð ¾Ã' Ã'‚Ã'Æ' Ð ¸ Ð ¿Ã ¾Ã »Ã ¸Ã'‚Ð ¸Ã'‡Ð µÃ' Ã ºÃ ¾Ã ¹ Ã' Ã'‚Ð °Ã ±Ã ¸Ã »Ã'Å'Ð ½Ã ¾Ã' Ã'‚Ð ¸. И Ð ¼Ã'‹ Ð ±Ã'Æ'Ð ´Ã µÃ ¼ Ð ²Ã µÃ' Ã'‚Ð ¸ Ã' Ã °Ã ¼Ã'Æ'Ã'Ž Ð ¶Ã µÃ' Ã'‚Ð ºÃ'Æ'Ã'Ž Ð ¸ Ã'€Ð µÃ'ˆÐ ¸Ã'‚Ð µÃ »Ã'Å'Ð ½Ã'Æ'Ã'Ž Ð ±Ã ¾Ã'€Ã'Å'Ð ±Ã'Æ' Ã'  Ð ½Ã µÃ ¹. ПÐ ¾Ã' Ã'‚Ð ¾Ã ¼Ã'Æ' Ã' Ã µÃ ³Ã ¾Ã ´Ã ½Ã'  Ã'  Ð ¾Ã ±Ã'Å Ã' Ã ²Ã »Ã' Ã'Ž Ð ¾ Ã'‚Ð ¾Ã ¼, Ã'‡Ã'‚Ð ¾ Ð ¼Ã'‹ Ð ¿Ã'€Ð ¸Ã ½Ã ¸Ã ¼Ã °Ã µÃ ¼ ОÐ ±Ã'‰Ð µÃ ½Ã °Ã'†Ð ¸Ã ¾Ã ½Ã °Ã »Ã'Å'Ð ½Ã'‹Ð ¹ Ð ¿Ã »Ã °Ã ½ Ð ´Ã µÃ ¹Ã' Ã'‚Ð ²Ã ¸Ã ¹ Ð ¿Ã ¾ Ð ±Ã ¾Ã'€Ã'Å'Ð ±Ã µ Ã'  Ð ºÃ ¾Ã'€Ã'€Ã'Æ'Ð ¿Ã'†Ð ¸Ã µÃ ¹Ã‚ » Ð’Ð µÃ'€Ð ½Ã'Æ'Ð ²Ã'ˆÐ ¸Ã' Ã'Å' Ð º Ð ²Ã ¾Ã ¿Ã'€Ð ¾Ã' Ã °Ã ¼ Ð ¾ Ð ½Ã °Ã ºÃ °Ã ·Ã °Ã ½Ã ¸Ã ¸ Ð ·Ã ° Ð ºÃ ¾Ã'€Ã'€Ã'Æ'Ð ¿Ã'†Ð ¸Ã'Ž, Ð ¿Ã'€Ð µÃ ·Ã ¸Ã ´Ã µÃ ½Ã'‚ Ð ¿Ã'€Ð µÃ ´Ã »Ã ¾Ã ¶Ã ¸Ã » Ã' Ã ¾Ã ·Ã ´Ã °Ã'‚Ã'Å' Ð µÃ ´Ã ¸Ã ½Ã'‹Ð ¹ Ð ¾Ã'€Ð ³Ã °Ã ½ Ð ¿Ã ¾ Ð ²Ã ¾Ã ¿Ã'€Ð ¾Ã' Ã °Ã ¼ Ð ±Ã ¾Ã'€Ã'Å'Ð ±Ã'‹ Ã'  Ã' Ã'‚Ð ¸Ã ¼ Ã' Ã ²Ã »Ã µÃ ½Ã ¸Ã µÃ ¼ Ð ¸ Ð ¿Ã ¾Ã' Ã' Ã ½Ã ¸Ã »:  «Ãâ€™Ã ¾Ã ¿Ã'€Ð ¾Ã' Ã'‹ Ð ±Ã ¾Ã'€Ã'Å'Ð ±Ã'‹ Ã'  Ð ºÃ ¾Ã'€Ã'€Ã'Æ'Ð ¿Ã'†Ð ¸Ã µÃ ¹ Ð ½Ã'Æ'Ð ¶Ã ½Ã ¾ Ã' Ã ¾Ã' Ã'€Ð µÃ ´Ã ¾Ã'‚Ð ¾Ã'‡Ð ¸Ã'‚Ã'Å' Ð ² Ð ¾Ã ´Ã ½Ã ¾Ã ¼ Ð ¾Ã'€Ð ³Ã °Ã ½Ã µ. Ð £ Ð ½Ã °Ã'  Ã' Ã'‚Ð ¸Ã ¼ Ð ·Ã °Ã ½Ã ¸Ã ¼Ã °Ã µÃ'‚Ã' Ã'  Ð °Ã ³Ã µÃ ½Ã'‚Ã' Ã'‚Ð ²Ã ¾ Ð ¿Ã ¾ Ð ±Ã ¾Ã'€Ã'Å'Ð ±Ã µ Ã'  Ð ºÃ ¾Ã'€Ã'€Ã'Æ'Ð ¿Ã'†Ð ¸Ã µÃ ¹, КÐ ¾Ã ¼Ã ¸Ã'‚Ð µÃ'‚ Ð ½Ã °Ã'†Ð ¸Ã ¾Ã ½Ã °Ã »Ã'Å'Ð ½Ã ¾Ã ¹ Ð ±Ã µÃ ·Ã ¾Ã ¿Ã °Ã' Ã ½Ã ¾Ã' Ã'‚Ð ¸, Ð ½Ã °Ã »Ã ¾Ã ³Ã ¾Ã ²Ã'‹Ð µ Ã' Ã »Ã'Æ'Ð ¶Ã ±Ã'‹. Ð Ã µ Ð ¿Ã ¾Ã ¹Ã ¼Ã µÃ'ˆÃ'Å', Ã'  Ð ºÃ ¾Ã ³Ã ¾ Ã' Ã ¿Ã'€Ð °Ã'ˆÐ ¸Ã ²Ã °Ã'‚Ã'Å' ». one would expect that corruption is more likely to take place when civil servants are paid very low wages and often must resort to collecting bribes in order to feed their families. Research Papers on Corruption and PovertyPETSTEL analysis of IndiaQuebec and CanadaDefinition of Export Quotas19 Century Society: A Deeply Divided EraRelationship between Media Coverage and Social andTwilight of the UAWAssess the importance of Nationalism 1815-1850 EuropeInfluences of Socio-Economic Status of Married MalesThe Effects of Illegal ImmigrationThe Project Managment Office System