Ritalin Abuse Essay Example for Free

Ritalin Abuse Essay The pharmaceutical industry, working with the government and organized psychiatry, claim that such drugs as Ritalin, are a safe treatment for ADHD. School systems and courts have pressured and even forced parents to give stimulant drugs to their children. But hidden behind the well-oiled public relations machine is a potentially devastating reality. The problem with ADHD or ADD is already not whether or not ADHD is a subtype of ADD, but rather the problem is whether or not we should be medicating our children with drugs such as Ritalin. Questions like the following often arise when discussing the issue: Are the side effects worth getting our children under control? Are all the children who are on Ritalin on it for just cause or are the drugs being abused? What does the future hold for these children who are using Ritalin and other stimulants? All these questions leave parents wondering if they should put their young child on medications and what it will do to their future. Millions of children are prescribed the stimulant drugs such as Ritalin, Adderall, Concerta and Metadate for Attention-Deficit Hyperactivity Disorder (ADHD) in the hope of controlling behaviours described as hyperactivity, impulsivity and inattention. These medications decrease restlessness, improve attention span, increase the ability to focus, decrease aggressive outbursts and improve social interaction. They are thought to work by adjusting the brains chemical balance and reversing under-arousal, possibly by increasing the availability of certain neurotransmitters. About 75 % of children with ADHD respond well to stimulant medication with improved attention at school and increased academic productivity (Kidd, 2000). Ritalin, the most commonly prescribed stimulant for ADHD, peaks 1 to 2 hours after its taken and effects last about 4 hours. For maximum benefit its taken three times a day, seven days a week in order to sustain home as well as school interactions. (Some find that although the afternoon dose eases home relationships, it may exacerbate side effects such as poor appetite and insomnia. ) A slow-release form taken in the morning may last the day (at least 6 to 8 hours). A few develop drug tolerance and need increasing doses to suppress symptoms. (High amounts may have some growth-retarding effect, requring a drug change. ) Side effects of Ritalin can include headaches, insomnia, reduced appetite and weight loss, stomach aches, occasional tics (grimaces, nail biting), a zombie-like stare, obsessive over-focussing (becoming over-engrossed) and emotional constriction (for instance shown by drawings where everything is miniscule or shoved tightly into a corner). Omitting the 4 p. m. dose might overcome the sleep problems but at the cost of disrupting home and family life. Most side effects can be avoided by giving smaller doses. Some children object to the roller-coaster feeling while on the drug, and want to feel normal again, leading to a drop-off in drug-taking. Some hate the idea of having their behaviour controlled; and some parents oppose the idea of mind-altering drugs for their kids (Kidd, 2000, p. 20). In any case, there are always some ideals that do persuade parents into giving their children stimulants. The one of the appeals, and usually a selfish one, is that the drug gets their child under control. Parents who are fed up with their child and their behavior think that there is no other way of getting their child to behave and automatically look for a drug to get the situation changed sometimes when the child hasnt even been diagnosed with disorder yet. The appeal greatens when guilt settles in. Parents sometimes feel responsible for their childs outbreaks and by giving him or her a drug it makes the parents feel as if something chemically is wrong, and isnt because of the childs upbringing (Brink, 2004). Besides short-term benefits for Ritalin, some studies show that there are some long-term ones as well. In 1988 scientists found improvements in cognitive functions in reading performances. Though it wasnt positive, and is also very controversial if the drug itself was creating the improvement or if it was the drugs ability to reduce the disorders symptoms, which helps the child focus, but in the end, there still was an obvious increase in learning. Though frustration of child obedience, previously mention guilt, and hope for better grades often play a vital role in the decision of whether or not to put ones child on medication, there are some outstanding negatives that also make an impact on parents choices on the matter. One of the major problems with Ritalin is the side effects the medication causes its users. As mentioned before, these include effects as minor as stomach pains, sleep loss, loss or appetite and irritability. But side effects can be as serious as facial tics, anxiety, insomnia, and depression. (Hancock and Wingert, 1996) Other sever symptoms include increase in blood pressure, nausea, hypersensitivity, and temporary decrease in bone growth (White and Rouge, 2003). In February of 1996, the Food and Drug Administration released a study done on mice that showed that Ritalin might even have the ability to cause a liver cancer (Hancock and Wingert, 1996). It is being feared by many physicians that Ritalin is being overly prescribed to children. Some doctors are seeing patients that have been told to have ADHD, but in reality have other problems such as learning difficulties or depression. Parents often even ask doctors for Ritalin, even when their child does not have a need for it, but the childs parents want to see his or her grades rise. Some doctors even admit to giving children the drug without doing much background checking of the child or any psychological tests that may prove the child has other problems. (Hancock and Wingert, 1996). ADHD is diagnosed without much hoop jumping. There are sixteen different symptoms that ADHD is connected with, and if the child has eight of them then all too often he or she is automatically considered to have ADHD; often without taking any other disorders or problems into consideration such as anxiety or depression (Donnelly, 1998). It seems as though parents are able to get their children the drug almost at demand. If they feel their child is in need of the stimulant, there is little stopping them from receiving it. Skepticism of ADHD and stimulants continue getting more serious when taking in some of the statistics. One fact that may change someones thoughts on the disorder is that 8 in 10 children with ADHD are boys (Donnelly, 1998) But does anyone put into consideration that girls develop and become mature faster than boys? Or is it being forgotten that kids are just kids and are not always going to act as teachers and parents desire? Another issue relating to Ritalin is the possibilities of unknown long-term effects that have not yet been discovered. There have not been any long-term studies done on children who have taken Ritalin. Since ADHD cannot be tested by blood tests or any other kind of testing, there is always the chance that children are being misdiagnosed and receiving stimulants for a disorder that they do not have (Hancock and Wingert, 1996). Children sometimes have symptoms that seem like ADHD but arent at all. The child can have problems such as chronic fear, mild seizures or even chronic ear infections, all of which may make adults assume the child has the disorder, but in reality has something completely different. Often problems at home make children act up as well. There maybe an abusive parent at home that makes a child be difficult in the classroom. In cases like these the child is not in need of drugs, but needs counseling (White and Rouge, 2003). The concept of ADHD and its medications are really hard to justify. There are some very valid reasons for putting children on the drug, especially helping them pay attention in school and having the same opportunity as the rest of the children in their classes. But the side effects are just mind boggling. I think even the slightest chance of some of these side effects mentioned would want parents to search for alternatives for their children and keep them away from the drug. Another problem about ADHD is the fact that doctors cannot find anything psychically different from the children diagnosed with the disease from those that are normal. Dr. Thomas Millar, a retired Vancouver child psychiatrist, goes as far as to say that ADHD is a mythical disorder(Donnelly, 1998, p. 2). He also says that the problem is not hyper children, but rather its poor parenting. Children that act as children do- easily excited, short attention spans, and hyper (all symptoms of ADHD)- are not considered to be acting as normal children, but rather as children with a disorder . I think Dr. Millar put it best when he said, If Tom Sawyer was around today, hed be Ritalin, as would any other normal boy in literature. Today, parents dont have any idea of what child behavior ought to be. Parents who start giving their children this drug at ages as earlier as two, I think, are looking for quick fix and are being lazy. How can parent decide that a two year old is being hyperactive (White and Rouge, 2003)? Most two year olds are active and have little to no attention spans. I think this only teaches children that drugs are the answer to all our problems. By putting a child on a mind altering drug at such a young age, when he or she has not even started school yet, it leaves a parent with very little evidence or reason for their action. The child does not have schoolwork yet, and has little need for paying attention for long periods of time, so what does this child need the drug for? Because the child is difficult and more active than a parent wishes? It almost seems as if parents want to change their childs personality and make their childhood less interesting. I think its very important that parents do not view Ritalin as the first and only way of calming their child down. All in all, Ritalin is a very controversial drug in our country because of its side effects and the insecurities of diagnosing ADHD. The drug carries very important help for children who are struggling to pay attention and without a doubt do have a disorder. But the number of children who are on the drug for the wrong reason is a scary thought. Are we become so impatient with our children that we do not want to take the time to discipline or help them through their problems? Have our children become so bad that we are willing to risk their health so they calm down and do not embarrass us? Our society needs to learn more about this drug that too many of us are so quickly giving to our children.

Changes in UK Labour Productivity: Analysis

Changes in UK Labour Productivity: Analysis Introduction The Agents’ scores for capacity constraints: The series of scores inside the Agents’ Summary of Business Conditions, which is generated by 12 regional officies (Agencies), is a tool for Monetary Policy Committee (MPC) to track the underlying trend in economic factors. The Agents in each region gather the information on economic conditions from their contacts, then judge what value to score subjectively. The scores are the simple way that Agents alter the intelligence they gathered before into a quantitative assessment of the economy over time (Colin Ellis, Tim Pike, 2005). Figure 1: Capacity Constraints Scores in Agents Summary of Business Conditions from Jan, 1998 to Sept, 2014 (Source: Bank of England) Most of the scores are based on a comparison of recent months with the same period a year earlier, however, there are some exceptions like employment intentions or capacity constraints, which are looking forward. The scores range from -5 to +5 with -5 is denoted that rapidly decreasing level and +5 is rapidly growth. In this case, a positive score in Capacity Constraints means that companies face with a little or no pressure on capacity demand and vice versa. In the chart above, it can be seen that there are two downward sloping periods between 2009 and 2013 when were the double-dip recession occurred in the UK. The trend also illustrates an improving progress within a year recently, with a rise of 0.6 points on both sectors. The UK productivity puzzle Productivity experience in cross-country and historical views: The Global Financial Crisis (GFC) in 2007-2008 has caused a significant damage to the economy of most developed countries in the world, including the UK. The decline in output has led to a considerable decline in labor productivity in the UK. Labor productivity has been improving from 2013, but it still be less than its pre-crisis level of around 16% (see Figure 2 below). This shortfall can be referred as the â€Å"UK productivity puzzle and it has took a great effort from economists in order to explain the situations, however, it has yet to be answered completely so far. Figure 2: The UK Labour Productivity (1998-2013). Sources: Moneymovesmarket.com It can be seen from figure 3 that a weaker performance in labour productivity during the latest recession than all previous post-war recessions. In all recessions before, the first fall in productivity was usually short-lived and the productivity began to increase and regained its peak level after just only almost a year and a half. Figure 3: Productivity per person after UK recessions (Source: Office for National Statistics) However, this latest episode did not see the same stories as its two previous. Between early 2009 and mid-2010, the productivity made a rise of of approximately one percent and continually levelled off and it did not rise further over the next year as both output and employment saw really slow recoveries.At the time of Q3/2011, the employment was rising sharply while the growth of GDP has shrinked (see Appendix), therefore creating a renew decrease in labour productivity. As a result, the UK productivity still be underneath its pre-recession peak around 4 percent. One remarkable point is that the increasing employment and the weak labour productivity seem to be an odd thing to see among the GFC. If the business is expected to stay weak typical companies will shed labour to boost productivity up. The productivity weakness of the UK is also unusual when comparing with some international stories for recent years. Despite their increasing growth before the GFC, it has been significantly weaker than some high-income countries’ economy. Looking at figure 4, it is easily seen that the UK productivity performance was consistent with that of other countries suggests that some common factors might be involved.Nevertheless, as mentioned above, there has been a downward slope in UK productivity in mid-2011 which was not encountered to the same level elsewhere.The weak productivity of Germany is due to the unusual strong employment referred to the past. One additional point is that only Italy has the similar trend with the UK, showing the impact of GFC on their labour productivity. There are some reasons why these comparison might exaggerate the productivity puzzle’s size. Measurement inaccuracy could take account for a very small piece of productivity weakness. Moreover, expenditure on research and development (RD) is considered as a part of GDP, therefore GDP can be lifted by around 1.5% points. Another reason here is that the decrease in North Sea oil and gas output (see Appendix) slowed trend growth in labour productivity in this sector. In total, although the measurement issues can explain up to 4% point of the shortfall in productivity there are lots of things to research the remaining. Figure 4: Labour productivity per person across countries between 1999 and 2013 Source: Thomson Reuters Datastream, Eurostat and ONS Cyclical explanations on productivity shortfall Lower factor utilisation as a result of weak demand conditions The first hypothesis suggests that weakness in productivity is cyclical in nature, driven by weak demand conditions. Firms are unable or unwilling to shed labour or dispose of capital but sometimes, they are not as productive as they might have been. The difference between the lower utilisation level and more normal levels of capacity utilisation is called â€Å"spare capacity within firms†. The first reason for this hypothesis is that they need to keep business going by holding a minimum level of staffs, so-called ‘overhead labour’. Therefore, some firms might not have been able to cut employment below the minimum base, like the guards for the construction until it is sold, for example. Anothing reason should be remarked here is that companies believe the weak demand is temporary. In past experiences, companies made decisions to having fired workers in the early stages of the recession. Conversely, they found it hard to find workers with the appropriate, firm-specific skills. Thus, they missed the opportunities to make a breakthrough on the market. Recently, companies might desire to ‘hoard’ underutilised workers to avoid those lessons from the past. From 2007 to 2012, the proportion of reduced output companies but holding employment rose from about 20 percent than the pre-crisis period (see figure 5). It also suggests that these holding action of firms contributed to the decrease in productivity measured, shown by the diamonds in the chart. Figure 5: Proportion of reduced output firms but holding labour (from 2005-2012). Source: ONS and Bank calculations Spare capacity is measured in the business survey that provide a significant degree of idle capacity within companies in the initial stages of the crisis. However, this business survey just uses the qualitative methods, thus it did not capture the amount of spare capacity in each firm. One additional thing is all answers are subjective so it can be changed over time. It might take no effect on the size of the UK productivity puzzle. Other cyclical factors Some sectors had diverted the resources toward activities which is not immediately counted as output. Consequently, it cannot tribute to the total productivity. In contrast, there are some point which indicated that the cyclical hypothesis alone cannot fully explain the productivity puzzle. Effect of persistent factors on productivity puzzle Tangible and intangible capital investment effects on the shortfall The consequences of the GFC made the firms’ desire in investment in physical capital more difficult because the tighter credit conditions may lead to a higher cost to obtain finance. The stagnated situation in this period also made investments become less efficient, causing directly the material deterioration in the capital stock of worker. Moreover, a considerable fall in real wages during the crisis (see Appendix) while the cost of capital went up have led the relative cost of labour to capital to be decreasing. Hence, it have provided a motivation to switch to use labor-intensive business and companies decided to increase the labour working hours. However, the production output did not go up due to the low demand conditions, therefore the productivity has been decreased. Firms also invest in ‘intangible capital’ which include some types like intellectual property rights or brand names, etc. One main point here is the strong relationship between two types of capital investment mentioned above. For example, the innovated implementation can be processed alongside the introduction of plants and machinery. However, RD expense is considered as the innovation input; that means even though firms have invest a huge amount of money but without new valuable output, which are some types of product or process innovation, there will be an inverse impact on the productivity. According to the data of the UK Innovation Survey, there has been a fall of about 30% in both product and process innovation among the crisis despite an increasing trend in spending budget on RD (see figure †¦). These capital channels have explained a considerable proportion, about 3 to 4 percentage points, of the shortfall in the UK. Impaired resource allocation and the higher firm survival Figure 6: Decomposition of the UK Labour Productivity (2004-2012). Source: ONS and Bank calculations. Looking at the graph above, it is seen that there is a downward sloping trend in the contribution from reallocation, as a result of higher insolvencies or firing behavior (Riley et al, 2014), and its contribution decreased even further, becoming minor between 2010 and 2012. As mentioned above, uncertainty have made firms more wary when investing and labour reallocation. Moreover, the financial system have played a role to have impaired the movement of resources through two channels: impaired capital allocation and higher firm survival. Broadbent (2012, 2013) declares that considerable changes in rates of return on capital across sectors might not be associated with the following movements of capital stocks. In addition, Barnett et al (2014b) highlight an economic model with multiple firms and sectors to analyse that a high price dispersion might be used to explain the productivity loss with around 3 to 4 percentage point. According to Arrowsmith et al (2013), there has been a bank forbearance which provide the measures of support to firms struggling to meet its debt obligations. Although the direct impact have been a little at around one percentage point, the overall impact might have been greater because the widespread effect of the forbearance in the whole sector. Moreover, Arrowsmith et al (2013) indicated that the low level of Bank rate has supported to retain the borrowing costs for firms fairly low. The unusually low rate of firm collapse is to have lowered labour productivity by up to 5 percentage points. Relationship between the labour productivity and monetary policy decision The outlook for inflation in the medium-term depends on the balance of demand and supply in the economy. In theory, if supply is greater than the goods and services that people demand, prices will tend to fall and vice versa. Hence, the MPC should make an assessment about up-to-date indicators and prediction in supply, as well as demand. In recessions, demand typically falls by more than supply. An output gap opens up – the economy can supply more than is currently demanded. And unless that gap is closed, it will push down on costs and prices. But assessing the size of the output gap is very difficult, for exactly the reasons we have been discussing today. Early estimates of economic activity can be revised substantially, so it is hard to know just how weak demand and output really are. And it is equally difficult to know the extent to which the supply potential of the economy has been affected by the recession. 1 | Page

Mcdonalds Marketing Campaigns And Glocalisation Marketing Essay

Mcdonalds Marketing Campaigns And Glocalisation Marketing Essay McDonalds Corporation is the worlds largest chain of hamburger fast food restaurants, serving more than 58 million customers daily (McDonalds- company history). The company came into existence in 1940 by two brothers Richard and Maurice McDonald in San Berdardino, California. The corporation was the pioneer in introducing Speedee Service System in 1948, which is now known as fast food. The present corporation dates its founding to the opening of a franchised restaurant by Ray Kroc in Des Plaines, Illinois on April 15, 1955. Kroc later on went to purchase the McDonalds brother equity from the company. The use of aggressive businesses practices is what defined him as an individual (www.wikipedia.com). One of the main factors for McDonalds immense growth over the years came from Glocalization, where they started entering new markets by either offering a franchisee, an affiliate or the corporation itself. The corporations revenues came from rent, royalties and fees paid by the franchisee s as well as sales generated from the company owned outlets. Glocalisation (or glocalization) is a combination of globalization and localization.   By definition, the term glocal refers to an individual, group, division, unit, organisation, and community which are willing and able to think globally and act locally (ABCs Social Media, September 18th 2008). McDonalds have spread their business to many other countries and rely heavily upon the importance of thinking global and acting local in order to suit the tastes and preferences of cultures of various countries. Kroc believed the corporation could make more money if it appealed to children and went onto sponsoring a kids TV show called bozo the clown (www.bbc.co.uk, A brief history of McDonalds). McDonalds continued to grow as a chain over the USA. Having covered the states, McDonalds first overseas restaurant was in Australia in 1971. The company made its presence felt in most of the European countries. However, the corporation noticed an immense demand and a young vibrant market in the Indian sub-continent. McDonalds first entered India in October 1996 by establishing a joint venture in New Delhi managed by 2 Indians Amit Jatia the managing director of Hardcastle Restaurants spearheaded McDonalds in west and south India while McDonalds in North and East of India are owned and managed by Vikram Bakshi the entrepreneur of Connaught plaza restaurants (www.mcdonaldsindia.com). McDonalds has won several awards in consecutive years from 2001-07. It has built a strong relation with more than 2.75 lakh customers who place their trust in the brand everyday by providing them the highest quality of food and at a great value. OBJECTIVES OF MCDONALDS (company perspective)- McDonalds underwent a lot of changes in order to adapt to the Indian market. As mentioned by McDonalds management in their Indian website- Our strategy is to achieve best value by enhancing experience (offering best quality), while keeping prices low. The objectives of the corporation remain unchanged as they follow the same procedure which defines their global standard. Their main emphasis is on providing food that is served hot and fresh, made from the highest quality ingredients, served within minutes of placing the order (www.mcdonaldsindia.com). However, the companies main objectives in order to ensure consumers have a truly Indian experience is- Local sourcing is the key for truly Indian products- the corporation has developed local Indian businesses, which supply them the highest quality products required for their Indian operations. Respect for Indian customs and culture- McDonalds worldwide is well known for the high degree of respect to local culture. In line with its respect for local culture, India is the first country where the corporation does not offer any pork or beef. An employer of opportunity- an employer of opportunity, providing long term careers and quality employment to the Indian population. Quality, service, cleanliness and value- this is McDonalds USP to provide high quality products, served quickly with a smile and in a clean and pleasant environment. Community partnerships- the corporation believes in giving back to the community it serves. Source- (Mcdonaldsindia) PROMOTION From a marketers point of view, the corporation underwent a huge change in order to market its products in India. Since most of the western nations nearly share the same taste and culture, the corporation uses the theory of standardization since there is hardly any difference in the cultural aspect. However, entering the Indian subcontinent, which differs significantly from the west and also other Asian countries, the corporation got involved in in-depth research before entering the market. Press coverage Media advertisements and tag lines- Media for children- McDonalds advertised their kids meal on cartoon channels by showing a free toy with the purchase of a burger, which attracted a lot of attention to young children. Community work- community work always catches the eyes of the press. The corporation has participated in several fields which contribute to the community as a whole. Example- the mayors marathon for cleanliness, the BMC-McDonalds (Bombay municipal corporation) health seminar, housing charities, supporting pulse polio etc. Source- (http://www.mcdonaldsindia.com/mediacenter.html) This brings me to discussing what this research would conduct. The main subject this research would be contributing towards is whether by thinking global and acting local and the corporations marketing objectives help McDonalds attain a profitable and positive consumer base in the Indian subcontinent. OBJECTIVES OF THE STUDY Marketing campaigns- eagerness of individuals to participate in marketing campaigns. Example- during a festival, are consumers aware of the chance to win a free iPod or to dine in with a celebrity. Marketing mix- how has McDonalds used the marketing mix to adapt itself to the Indian Market. Cultural difference- to identify till what extent has McDonalds gone to culturally adapt itself to the market. Promotional and penetrating strategies adopted by McDonalds with regard to expansion plans and market dominance. Purpose- why do consumers chose McDonalds. This field would encompass the practical idea of cost conscious consumers, societys influence of purchasing patterns, influence of the west, consistency provided by the corporation, influence of children in choosing McDonalds, relaxed environment and advertisement campaigns/social campaigns. New concepts- asking individuals how McDonalds can serve their customers better. This might be in the form of having more location, introducing a concept such a drive thru in more locations, adding more to their existing menu in order to avoid repetitive purchase and stagnancy. LIMITATION This research survey would be targeted towards gaining information on consumers in India and their perception over McDonalds marketing objectives and how well has their Glocalization (thinking global and acting local) campaign help individuals develop loyalty towards the brand. From a companies perspective, the research would help understand and identify the corporations marketing activities but however would not give an insight into the budget that is allocated for them to carry out their tasks. Chapter one: introduction to the study Introduction Objectives of the study Scope of the study Chapter two: global marketing 2.1 The paradoxes of globalization 2.2 The globalization process 2.3 The positioning of Global brands 2.4 Global brands- The cobnsumer point of view 2.5 Global market entry strategies 2.6 Configuring the global marketing mix 2.7 The product 2.8 The price 2.9 The distribution channels 2.10 The promotion Chapter three: methodology 3.1 Introduction 3.2 The case study method 3.3 Applying the exploratory case study method 3.4 The interviewees 3.5 The interviews focus Chapter four: Mcdonalds: the globalization process The make-Up world market Product categories Segmentation of the market The value of the market The expansion strategy New market development The marketing mix Chapter five: conclusions Introduction Implemented strategies analysis Problem identification Recommendations Culture and competitive advantage Effective international division structure Future managerial applications Abstract The exploratory research helps identify and examine how McDonalds corporation manages its marketing strategies based on the concept of Globalization. It helps examine and explore how the American fast food giant has adapted to the local taste and preferences of individuals in the Indian Sub-continent. Based on the concept of globalization and entering international markets, this research identifies the marketing strategies used by McDonalds corporation with respect to the marketing mix, buyer behavior based on consumer perception, cultural adaptation and promotional tools for further business expansion Qualitative research used in this research encompasses interviewing branch managers of McDonalds in selected location in India. The research also focuses on the perception and buying behavior of individuals who dine in McDonalds. The information obtained defines detailed description of various responses from the individuals interviewed, which eventually led to the completion of the research of how the corporation has used globalization and its tools for its marketing strategies in the Indian Sub-continent. Since globalization is a broad concept, the only limitation that this research faces is the clash of cultures, which can be defined as the main driver for problems associated with globalization. The problem identified in the research is based both on basis of society and the organization. This study is based solely on the concept of globalization used by McDonalds for its marketing strategies in the Indian sub-continent and there is no mentioning of comparisons to McDonalds outlets in different countries since the cross cultural analysis would be very limited and would result in the research being incomplete. Eventually, recommendations in the conclusion column is mentioned to address the future strategies that can help McDonalds achieve a more profound and effective approach for achieving a higher market growth. CHAPTER TWO: LITERATURE REVIEW INTRODUCTION Globalization describes the process by which regional economies, societies and cultures have become integrated through a global network of communication, transportation and trade. However, there are several limitations associated with globalization from, the main factor being cross cultural analysis. This is where a new concept emerged, the term Glocalization, meaning think global by acting local. McDonalds have spread their business to many other countries and rely heavily upon the importance of thinking global and acting local in order to suit the tastes and preferences of cultures of various countries. Emphasising on this factor has helped the corporation build effective marketing strategies which have led to a profitable consumer base in India. In order to identify and the marketing objectives of the corporation and the perception that individuals have of the global brand, quantitative research can help establish a base/platform for identifying how these factors contribute to the success of McDonalds in India. To help identify the major objectives of the research, the following forms of secondary research are used- Internal company data Surveys Journals Web articles Computerized databases METHODOLOGY Secondary research can be helpful in identifying the current problem but does not guarantee any solution to the problem at hand. The McDonalds corporation has entered the market only to be welcomed. Years of research have led the corporation to a thorough understanding of the culture and sentiments of the public. The globalization process helps us understand that the buying process does not adhere to the product itself but is associated with fundamental cultural attributes/values which McDonalds understand and values. According to McDonalds senior management (www.mcdonaldsindia.com), standardization of their product is the main phenomena behind their company objectives. However, one key drawback to standardization is that it refers to a product rather than a consumer. A standardized product might be a failure when the cultural aspect comes into question. Hence the adaptation strategy used by McDonalds emphasizes on the consumer more than the product that they offer. (Cateora, 1993) m entions marketeers must be made aware of the diverse cultures present in other countries if they intend on having a profitable international expansion. Applying qualitative research in the form of journal articles, web articles and internal data helps formulate an appropriate research design (Naresh k Malhotra, Marketing research, page 96). Using the corporations internal data, the research identifies what types of entry and adaptation strategies have McDonalds used in India to give its product a definite Indian touch. Before entering the market, McDonalds had to understand the nature and consumption patterns on the Indian fast food industry. The staple fast food diet of individuals before the introduction of McDonalds was- pizza, burgers, chaat (traditional), vada pav (traditional), pani puri (traditional) etc. the leading fast food joints in this sector were Nirulas for pizzas and hot dogs (www.nirulas.com), Wimpys for its burgers, pizza corner, Haladirams for traditional and global fast food cuisine and several other local competitors. The corporation realized and understood the potential for growth in this sector. According to the Government of India website (http://business.gov.in/Industry_services/retailing.php), India is one of the most attractive markets for retail investment. Many national and global players have been investing in the retail segment and have ambitious plans for further expansion. The vast middle class with rising purchasing power are attracting global retail giants into th e almost untapped retail industry. Some of the international players already present in the Indian market include fast food chains like McDonalds and Pizza Huts; Dominos; Levis; Lee; Nike; Adidas; Benetton; Sony; Sharp; Kodak; etc. The investment opportunities in the domestic retail industry lay in most of the product categories particularly food and grocery (the largest category). According to (McDonalds India), the company invested four years to develop its unique cold chain, which has brought about a veritable revolution in food handling, immensely benefitting the farmers at one end and enabling customers to get the highest quality food products, absolutely fresh and at a great value. By using the theory penetration pricing, McDonalds priced its products at rates fairly less in comparison to its global locations. Example- a Mc chicken meal in London costs a person 3.5 GBP. The same meal in India would cost an individual $ 1. Its exclusive vegetarian burgers cost less than 30 pence. Another interesting factor that revolves around the taste a quality that differs from region to region in McDonalds products in order to serve the local taste that consumers prefer, the corporation decided to outsource their supplies to local supplier, hence keeping costs down which eventually benefits both consumers and the corporation. With regards to globalization, the corporation has set its objectives to offering their customers a complete Indian experience, which suits their culture. From a consumers perspective, branding plays an important role when it comes to choosing a product. As mentioned by ( ), the spending patterns of the Indian consumers has evolved over time. The maximum they tend to spend is on food. Since trade and commerce is growing in the country, the consumers are more aware of international brands entering the market and being bombarded with several advertisements which catches their attention and sentiments. POSITIONING OF MCDONALDS The corporate strategy of every multi-national corporation is to enter international markets. According to Keegan (1999), there are three product categories in the local-to-global continuum: national, international and global. However with regards to McDonalds, the research would only compare the differences in a national product and a global product. A national product is the one that, in a context of a particular company is offered in a single national market. Sometimes national products appear when a global company caters to the needs and preferences of countries sharing similar cultures. Example- McDonalds has its standardized product which it sells the world over Mc Aloo Tikki. Since the majority of the population in India are vegetarian, the corporation introduced its first vegetarian burger which suits the tastes and preferences of the local population and the major share of sales for McDonalds in India is derived from its vegetarian products. (www.mcdonaldsindia.com) A global product is offered in global markets. They are international and multi-regional. Example- McDonalds serves its Mc chicken burger in America, Europe, Asia, South East Asia, Australia and NewZealand. This is because the nature of the product suits the tastes and preferences of most cultures. By consulting web articles from ( ), the research identifies approach adopted by McDonalds to advertise its products in India. This would help the research identify the marketing mix adopted by the corporation to suit the Indian sub-continent. Since McDonalds is a global brand, its marketing mix varies from region to region catering to the difference in consumer taste and preferences as well as perception. Perception is what holds the key to positioning a brand. According to Trout and Ries, positioning is not what you do to a product. Positioning is what you do to the mind of the prospect. That is, you position (place) the product in the mind of the prospect. Since that time in marketing, positioning is the technique in which marketers try to create an image or identity for a product, brand, or company in the perception of the target market. What matter is how potential buyers see the product? It is expressed relative to the position of the competitors. Another factor that proves to be a factor which effects globalization is communication. Globalization does bring the world together but however, sharing of cultures and languages of different regions can be a strenuous task not resulting in productivity at times. However the concept of glocalization questions this statement. Having a thorough knowledge of any market can only be possible if there is a local citizen belonging to that region working with you. Hence, having tie-ups and the concept of franchising has helped McDonalds corporation overcome this dilemma and grow in a country where language would have been the main barrier. Quantitative research has helped the research identify how McDonalds promotes its product in a country consisting of a vast social diversity. As mentioned by a web article by (DR. Amit Rangnekar), India as a country has 20 different languages, 800 + dialects and 8 languages for national launch, can make a new product launch for any multi-national company risky and difficult by not choosing the right medium. Extensive use of the media helped capture the attention of several audiences. The corporation understood the sentiments of the population, which helped them, establish a proper communication network to address the needs of the consumers in all major languages spoken. Focussing on the Indian population, the corporation has gone to the extent of creating advertisements which capture the attention of the audience. Example- Leo Burnetts advertisement and taglines for McDonalds India- for the happy meal which was introduced in 1997 what your bahaana is? meaning what is your excuse. purane zamaane ka daam, bees mein full dhamaal- meaning (prices so low that would attract your ancestors, enjoy a blast by paying only Rs 20) and recently Im loving it. McDonalds has undergone a lot of press coverage. As quoted by (The Hindu Business Line)- happy to go McDesi covers how McDonalds besides adapting to Indian tastes is offering a range of touch points for customers on the go. It is focussed on having its presence felt in all spheres right from petrol pumps to kiosks to drive thru and home delivery. (http://www.mcdonaldsindia.com/mediacenter.html) With reference to these advertisements and slogans, the research identifies the significant impact a thoroughly understood marketing campaign has on individuals. The brand has positioned itself to suit pockets of nearly all individuals. With my personal experience, the product that is priced the cheapest in McDonalds India, can suit the pocket of a Labour, who own $ 10/day. Understanding the value and sentiments of individuals has the corporation develop a profound and trustworthy consumer base. According to Dr. Amit Rangnekar of NMIMS, McDonaldsstrategy is based on 5 key drivers of exceptional consumer experiences- People + the 4 Ps and founded on the belief of 3 success components- Operational Leadership marketing Innovation The intent of delivering an exceptional experience to almost 2.75 lakh people a day who place their trust in the brand and offering better efficiency and speed of service is what differentiates McDonalds from local counterparts in India. The efficiency with which they use their resources and the use of technology helps them retain their brand essence. Consumer perception associated with global brands has evolved over the years. According to a survey conducted by (KSA Technopak), the sector for eating out is growing tremendously, since consumer spending is increasing. The Urban fast food sector is growing at a rate of 20 % and quotes McDonalds is just not a substitute for Indian food, its just one more option for people to exercise. Indians want a taste of America but not on a regular basis as quoted by survey conducted by KSA Technopak and Dr. Amit Rangnekar. Inflexibility in the product mix could be their undoing. However, innovation has led to the introduction of products which has resulted in increased footfall of consumers eating at McDonalds and growth in the number of outlets nationwide. Concentrating on the marketing mix of McDonalds, quantitative data has helped the research identify- Pricing strategy Promotional strategy

Perils of Addiction Exposed in Stevensons Dr. Jekyll and Mr. Hyde Essa

Perils of Addiction Exposed in Stevenson's Dr. Jekyll and Mr. Hyde  Ã‚   The values, standards, and expectations of the upper-middle class in the 19th-century Victorian society were conservative and strict; the pressure to earn prestige and achieve upward mobility in social rank required men to sustain an image of propriety and respectability in public.   These obligations often created a longing to divert from the personality facades they had to keep, and from the ideal behavior and polite manners that were expected of bourgeois society men.   Some would fulfill their wishes by leading a secret double life that allowed them to temporarily escape from societal responsibilities and restrictions.   In more private settings, men would partake in sinful pleasures, such as alcohol or drug abuse, and they were free to behave more loosely than they could under the rigid public persona they were forced to hold in order to protect their reputations. In the introduction to the Oxford edition of Robert Louis Stevenson's Dr. Jekyll and Mr. Hyde, Emma Letley describes the desire to escape from the "Calvinistic confines of nineteenth-century bourgeois" society, and relates that Mr. Stevenson himself "would use a benign doubleness to deal with the pressures of high bourgeois existence" and assumed an alias to become one of the "heavy-drinking, convivial, blasphemous iconoclasts. . ." in order to "full-bodiedly enjoy those pleasures denied to [him] and Dr. Jekyll."   (Introduction, x).   With the knowledge that Stevenson resorted to alcohol in order to escape the pressures and demands that fell upon him due to his social class, it is interesting to examine his novella, Dr. Jekyll and Mr. Hyde, as a commentary about the evils of addiction to alc... ...hat he can finally recognize the severity of his weakness to his drug.   Dr. Jekyll's plight, therefore, could be an exploration of the destructive behavior brought on by addiction, and an underlying moral message is embedded in Dr. Jekyll and Mr. Hyde - the implication that addiction will inevitably lead to evilness and the destruction of productive lives. Works Cited Showalter, Elaine. "The Not So Strange Addiction of Dr. Jekyll and Mr. Hyde." The Haunted Mind in Victorian Literature. Eds. Elton E. Smith and Robert Haas. Landham, Maryland: The Scarecrow Press, Inc., 1999. Stevenson, Robert Louis. The Strange Case of Dr. Jekyll and Mr. Hyde. First Vintage Classics Edition. New York: Vintage Books, 1991. Veeder, William. Dr. Jekyll and Mr. Hyde after One Hundred Years. Eds. William Veeder and Gordon Hirsch. Chicago: University of Chicago Press, 1988.

The Real Monster, Victor Frank Essay -- essays research papers

The Real Monster, victor frankenstein   Ã‚  Ã‚  Ã‚  Ã‚  Mary Shelley's narrative, Frankenstein is the story of Victor Frankenstein and his creation. 'It was on a dreary night of November that I beheld the accomplishment of my toils…by the glimmer of the half-extinguished light I saw the dull yellow eye of the creature open; it breathed hard, and a convulsive motion agitated its limbs.(52)'; This was the time and the place in which the creature came to life. Victor Frankenstein thought that his creation was a hideous monster, but his ignorance blinded him from the truth. In veracity, Victor Frankenstein was the real monster this was evident from his selfishness, from his cruelty and rejection of his creation, and because he indirectly caused the deaths of his own family and friends.   Ã‚  Ã‚  Ã‚  Ã‚  The selfishness shown by Victor Frankenstein is just one of the traits that shows that he is the monster. His selfish attitude is visible throughout the whole story. In the beginning when he first discovers the cause of generation and life, he does not tell anyone about it. He thinks, 'The astonishment which I had first experienced on this discovery soon gave place to delight and rapture…What had been the study and desire of the wisest men since the creation of the world was now within my grasp. (47)'; This type of selfish thinking entails excessive pride and self-glory with disregard to the good of others. Another example of selfishne...

Gap’s History and Mission Statement and Vision Essay

Doris and Don Fisher opened the first Gap store in 1969. Today, Gap Inc. is a leading international specialty retailer with six brands – Gap, Banana Republic, Old Navy, Piperlime, Athleta and INTERMIX – about 3300 stores and 134,000 employees. The products include apparel, accessories, and personal care products for men, women, children, and babies. The Company operates in two segments: Stores, which includes the operations of the retail stores for Gap, Old Navy, and Banana Republic, and Direct, which includes the operations for its online brands, both domestic and international. Company-operated stores: About 3,000 stores across the United States, United Kingdom, Canada, China, France, Ireland, Japan and Italy *Fun fact! The first Gap store outside the United States opened in the UK in 1987 Franchise stores:Over 250 stores in locations across Asia, Australia, Eastern Europe, Latin America, the Middle East and Africa. At its founding in 1969, and remains deep in Gap’s DNA today are: customer focus, community involvement and integrity. Since today, there are more than 134,000 people around the world – and company culture encourages each one to â€Å"Wear your passion.† Mission Statementâ€Å"Gap, Inc. is a brand-builder. We create emotional connections with customers around the world through inspiring product design, unique store experiences, and compelling marketing.†In addition to its mission statement, The Gap also has a purpose statement, which is designed to guide the daily actions of its employees. â€Å"Our purpose? Simply, to make it easier for you to express your personal style throughout your life. We have more than 150,000 passionate, talented people around the world who help bring this purpose to life for our customers.† Vision : Think: customers first – we consider the needs and value the diversity of thought, experience and perspectives among our customers. Inspire: creativity – we open ourselves to new ideas, tapping into our diversity of perspectives. Do: what’s right – we treat every customer, supplier and employee with respect. Deliver: results – we strive to create an inclusive environment where employees thrive and generate top performance.

Kerala Essay

Kerala, the ‘God’s Own Country’, lies in the extreme Southern part of India. It has an area of 38863 sq. km and a population of 3. 18 crores. Kochi, or more familiarly, Cochin is a city of many parts. Around for a long, long time, Kochi played a pivotal role in the development of shipping and trade in the region. Kochi’s prime location on the west coast, its fine bay and protected harbor made it popular with seafarers and merchant ships who made frequent stops to stock up on spices, coffee and wood enroute to the rich markets of Europe and West Asia. And so down the ages, Kochi prospered as a busy port city and commercial centre. Its seafront is still extremely relevant to Cochin and to India: it houses a Naval Base and one of India’s busiest ports. It’s twin city, Ernakulam, is an important railhead and industrial centre. Kerala – God’s own Country tagline has been used because of its location, landscaping and its surroundings. It is the amalgamation of lush and tropical Malabar Coast on the west along with verdant backwaters in the centre ranging from Cochin to Kollam and Nilgiri mountain range covered with tea plantations in the east. Kerala†¦ The God’s own country Kerala, meaning â€Å"land of coconut trees†, is one of the relatively well kept secrets of all the exotic destinations in the world. However, Kerala’s popularity has increased over recent years. National Geographic† travel magazine lists Kerala among the fifty must see locations in the world. Not surpirisingly, the State Tourism Department promotes Kerala’s natural beauty, breathtaking lush landscape and tropical beaches as â€Å"God’s own country†. The result has been a signifiant influx of tourists and foreign visitors. The Sanskrit saying â€Å"athithi devo bhava†( treat your guest like God, with respect and honour) is ingrained in the collective ethos of the people of Kerala.