Summary of Running Observation Essay Example for Free

Summary of Running Observation Essay This observation was made at 11:30 am for 20 minutes while the kids were playing in the park. Observation was done on 3-4 year old children. The children were playing in the park under teacher’s supervision. There were two teachers present in the park. Some of the children were playing on the play structure: on slides, some on monkey bars. Children that did not want to play on the play structure were coloring. One of the boys was playing with the ball on the play structure. The teacher instructed him to play with the ball on the grass and another boy joined him too. They started playing catch on the grass. The teacher was keeping an eye on them. After some time a 3rd boy wanted to play ball. The teacher suggested that they make a triangle and play together. After some time one of the boys left to play on the play structure. After 10 minutes into the observation the teacher asked the children if they would like to eat apples. A 3rd teacher bought sliced apples and served them on the table on the side with water and small cups for water. A few kids went to eat apples. After they finished eating apples they wiped their hands with a tissue paper and received a small cup of water from the teacher and went back to play with their friends. While a few kids were eating apples there was a girl screaming and crying on the play structure as she had wet her pants. The teacher tried to console and calm her down but she wanted to be left alone and kept on crying and screaming. After a few minutes another teacher tried to calm her down. The child kept on crying and screaming, â€Å"My pants hurt, Ouchy Ouchy†, and started to pull her pants down. The teacher in a calm voice told the child to stop the tantrum, calm down and then she can help her in the classroom. After few minutes, the child calmed down, holding teachers hand went into the classroom. One of the teacher mentioned that the child’s mom had dropped her early to school and she had a change of schedule that day.

Sybase :: essays research papers

Table of contents Types of indexes†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦2 Clustered Index†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦2 Non-clustered Index†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦2 Selection of indexes by Optimizer†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦2 Search Arguments†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦2 Index Selection†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦3 Index Distribution Stats†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦3 Index Density†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦4 Index Covering†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦4 Optimization of Cursors†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦5 Optimization of temp tables†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦6 Some general rules for optimization†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦7 Some useful commands†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦10 Types of indexes Clustered Index (CI) The data in this case is physically stored in the order of the index. The leaf level of the index is the same as the data pages. There can be only one CI on a table as the data can physically be sorted in only one order. The select is extremely efficient with CI. The CI is extremely efficient in the following cases: a) where fname like "Ram%" b) where author_id between 1 and 7 c) where Price > 345.34 d) group by author_id e) order by author_name Non-clustered index (NI) The data in this case is not stored in the order an index is stored. The leaf-level of the index contains the various index keys and a pointer to the row as rowID (page no. + row offset). There can be 249 NI on a table. The NI should be used when a) The number of rows returned is small. b) When where clause limits the number of rows (usually '=' operator) c) When the query can be covered. Selection of indexes by Optimizer SEARCH ARGUMENTS (SARG) These are the expressions on the RHS of the where clause. They act as a kind of (dis)incentive to the optimizer to use the index on the column. Some search arguments are: where author_id = '13' where fname like "Ram%" where Price > 2347.32 Some expressions that are not valid SARGs are: Invalid Valid Price*1.5 = 1000 Price = 1000/1.5 Qty + 10 = 200 Qty = 200 - 10 fname + '' + lname fname = 'John' = "John Gray" and lname = 'Gray' Substring(1,3,fname) = 'KIR' Name like "KIR%" isnull(lname,"N") = "N" lname is null The index might not be used in the case of following SARGs: 1) No start point for the index. where lname like "%abc" 2) Non-matching data-types In SQL server, null and not null are held differently. Char null is same as varchar. So when char null and char not null is compared, the optimizer has to implicitly convert the data type, which it does not at the planning time. In both the above cases, distribution statistics are not used. INDEX SELECTION The optimizer first looks at the query if the columns contained in the where clause match with the columns specified in any of the index. If yes, then it proceeds further. The optimizer then looks if the where clause contains any SARG. If there is a valid SARG, the optimizer then looks for the distribution statistics of the index as:

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

Using the French Prepositions En and Dans

In French, the prepositions en and dans both mean in, and they both express time and location. They are not, however, interchangeable.  Their usage depends on both meaning and grammar. How French Prepositions Work In French, prepositions  are generally words that  link two related parts of a sentence. They are usually placed in front of nouns or pronouns  to indicate a relationship between that  noun or pronoun and a verb, adjective  or noun that precedes it. Im talking to Jean.Je parle  Ãƒ  Ã‚  Jean.She is from Paris.Elle est  de  Paris.The book is for you.  Le livre est  pour  toi. These small but powerful  words not only show relationships between words, they also refine the meanings of place (cities, countries, islands, regions, and U.S. states) and time (as with  pendant  and  durant); can follow adjectives and link them to the remainder of a sentence; can  never  end a sentence (as they can in English); can be difficult to translate into English and idiomatic; and can exist as a prepositional phrase, such as  au-dessus de  (above),  au-dessous de (below),  and  au milieu de (in the middle of). Some prepositions are also used after certain verbs to complete their meaning, such as  croire en  (to believe in),  parler à  Ã‚  (to talk to) and  parler de  (to talk about).  Plus, prepositional phrases can be replaced by the adverbial pronouns  y  and  en. The following guidelines and examples delineate how and when to use two of the trickier French prepositions:  en and dans. Notice how they link two related parts of each sentence.   Examples of When  to Use En in French En expresses the length of time an action happens. As a result, the verb is usually in the present or past tense, as in Je peux faire le lit en cinq minutes.I can make the bed in five minutes.Il a lu le livre en une heure.  He read the book in an hour.Jai appris à   danser en un an.  I learned how to dance in a year. En  expresses when an action happens as it relates to the calendar: month, season, or year. Exception: au printemps. Nous voyageons en Avril. We travel in April.Il arrivera en hiver.  He will arrive in the winter. En  can mean in or to when followed directly by a noun that doesnt need an article: Vous allez en prison!  Youre going to prison!  Il est en classe.  Hes in school. En  can also mean  in or to when used with some  states, provinces, and countries, such as Jhabite en Californie.I live in California.Je vais en France. Im going to France. Examples of When to Use Dans Dans  indicates the amount of time before action will occur. Note that the verb is usually in the present or future, as in Nous partons dans dix minutes.Were leaving in 10 minutes.  Il reviendra dans une heure.Hell be back in an hour.  Elle va commencer dans une semaine. Shes going to start in a week. Dans  refers to something that occurs within or during a decade, as in Dans les annà ©es soixantes...In the sixties...Dans les annà ©es quatre-vingts...During the eighties... Dans  means in a location when followed by an article plus noun, such as Il est dans la maison.Hes in the house.  Quest-ce qui est dans la boà ®te? Whats in the box? Dans  also means in or to with some  states and provinces: Jhabite dans le Maine.I live in Maine.Je vais dans lOntario. ï » ¿Im going to Ontario.

The Differences Between Homeland Security And Homeland...

In the first half of this paper, I will be discussing the difference between Homeland Security and Homeland Defense. I will be discussing the different roles that each department handles, which include each departments missions, tasks, duties, responsibilities, operations and other various issues that separate the two. I will also address the responsibilities of both homeland security and Homeland Defense that are shared between the two. Then I will use this information to provide my own description of Homeland Security. In the second half of this paper, I will be assessing the Critical Infrastructure protection programs of the United States. National Infrastructure Protection Plan as â€Å"Systems and assets, whether physical or virtual, so vital that the incapacity or destruction of such may have a debilitating impact on the security, economy, public health or safety, environment, or any combination of these matters, across any Federal, State, regional, territorial, or local jurisdiction† (DHS 2009, 109). From this definition, one can reasonably presume that protection of these assets is vital to the well being of the United States and as such is an essential element of homeland security. (U.S. Department of Homeland Security, 2009) I will then provide my assessment on what I feel is working and what could be improved in our Critical Infrastructure. I will finish this paper by giving conclusions and my final opinion on both Homeland Security versus Homeland Defense, and howShow MoreRelatedHomeland Security And The Security1435 Words   |  6 PagesDifferences The idea of securing the nation’s borders and securing the safety of the citizens has been a major topic since the beginning of the nation’s existence. There have always been means and procedures for it but it was never defined to the point it is today. The Homeland Security Department is a fairly new program which is constantly improving and adjusting in accordance to the threats that may arise. In the attempt to secure the United States, homeland security has become paramount and aRead MoreThe Preservation Of Life And The Right1557 Words   |  7 Pagestyranny, a voice that shouts through oppression and a sense of order through the cloud dysfunction and discombobulation. It is essential to understand what the essence of freedom encompasses as the nation drives forward in its examples of both security and defense for the world to emulate. The United States continues to become the focal point of attacks by an enemy who sees America as a â€Å"cesspool of evil† that needs to be eradicated. This hatred is not limited to one region or area of the world or itsRead MoreU.s. National Security Strategies And Policies1231 Words   |  5 PagesFor this progress assignment I would like to describe homeland security as it is defined in the various U.S. national security strategies and policies. In addition I would like to speak to the difference between Homeland Security and Homeland Defense to include mission areas, task, operational responsibilities, and coordinating efforts. Homeland Security The establishment of the Department of Homeland security is, undoubtedly, a result of the lessons learned and identification of the need to protectRead MoreHomeland Security And Homeland Defense1068 Words   |  5 PagesHomeland security/Homeland Defense is something that we as Americans needed to have established to keep us safe from enemies foreign and domestic. The homeland security came into the light after the horrible attacks that happened here in the United states on September 11th 2001, when the world trade centers were viciously attacked by terrorist that hijacked planes. These attacks not only made the US government establish a type of security that we needed, it made it establish a type of program thatRead MoreFour Types of Research646 Words   |  3 PagesStates are the U.S Department of Homeland Securities and the National Guard. The purpose of the U.S. Department of Homeland Securities is to protect the country the various threats. In response to the 9/11 attacks on U.S. soil, this department was created to respond to terrorist attack, human attacks and natural disasters. Some of the department jobs include aviation, border security, emergency response, cybersecurity and chemical inspections (Homeland Security, 2011). It main is to provide safetyRead MoreSecurity Of The Nation And The Protection Of Life, Liberty And Happiness2288 Words   |  10 PagesThe security of the nation and the protection of life, liberty and happiness is paramount in the eyes of all that call America home. America relies on the constant vigilance of organizations that develop intelligence to foresee and thwart the enemies who want to do harm on the innocent and tarnish an image of both prosperity and tranquility. Intelligence and Homeland Security play vital roles in ensuring plans are in place to act in case a situation arises. Without the required intelligence, HomelandRead MoreHomeland Security : The United States And Law Enforcement3125 Words   |  13 Pagesmuch detail information about Homeland Security in the United States and law enforcement and how they are integrated. I hope after reading this paper you will be well informed on the duties and responsibilities of these agencies. People have always lived in fear but with the help of these agencies we will no longer have to live in fear. I will try to give as much detail information as possible to help with any problems or situation that might come up. Homeland Security in the United States and lawRead MoreThe First Article Argues That We Should Not Increase Our1298 Words   |  6 PagesThe first article argues that we should not increase our defense spending. Jake Novak, is a senior columnist for CNBC.com and is the author of the article. Novak says that President Trump could buy more jets, ships and military technology like he plans to do withou t raising the budget. He says that the United States spends over $155 billion per year to maintain our overseas military bases. He doesn t propose that we should eliminate all of the approximately 800 military installations we have inRead MorePaper984 Words   |  4 Pages History of Law Enforcement When discussing the history of law enforcement, it is best we start with the invasion of England in 1066 by the Duke of Normandy, William the Conqueror. William bought with him some ideas of policing, where security was considered far more important than freedom. William divided England into five areas, with five separate militaries. An officer was placed in each area. Thus, he created marshal law (Barefoots World, 1997). In 1116, Henry I, son ofRead MoreDepartment of Homeland Security: Protecting American Security3557 Words   |  15 PagesIntroduction The security of the United States and living without being under a constant threat should be very important to all citizens and those who visit this country. The research revealed some interesting facts, it is impossible to secure every commercial building, airport, bridge, bypass, and government building. One element of the security is that terrorists will not have the ability to attack every place in the United States. However, everything is a possible target and terrorists want

The Real Monster in Frankestein by Mary Shelley - 1000 Words

In most readers’ minds, there seems to be no doubt as to who the real monster is in Frankenstein. The definition of the word â€Å"monster† is â€Å"any fictional creature, usually found in legends or horror fiction that is often hideous and may produce fear or physical harm by either its appearance or its actions† (Powell, 182). The creature that Frankenstein created was not only physically hideous but also murdered many innocent human beings. However, when we look beyond his physical appearance and start understanding the reasons behind his actions, we begin to realize that the monster is not the real monster in the story, his creator is. Although Victor Frankenstein creates a monster in the novel, he himself becomes the real monster throughout the process. Frankenstein was written in a time when romanticism and realism were two competing styles of cultural thought and practice. Realism was intended to convey the real experience of other people or cultures, whereas romanticism focused on the heroic power of an individual. Romantics’ work focused on nature, mysticism, and magic. Romantics were also quite suspicious of the science industry and technology, which is something we can clearly observe in Mary Shelley’s Frankenstein. This novel is filled with the heroic power of an individual but also filled with troubling questions about science. After Luigi Galvani, professor of Medicine and Anatomy at the University of Bologna, published his research on animal electricity in 1791,

One Country, Two Systems Free Essays

string(48) " system of accountability for senior officials\." One country, two systems â€Å"One country, two systems† is an idea originally proposed by Deng Xiaoping, then Paramount Leader of the People’s Republic of China (PRC), for the reunification of China during the early 1980s. He suggested that there would be only one China, but areas such as Hong Kong, Macau and Taiwan could have their own capitalist economic and political systems, while the rest of China uses the â€Å"socialist† system. However, Deng rejected the proposed use of such a system for territories that are already under de facto PRC rule, such as Tibet. We will write a custom essay sample on One Country, Two Systems or any similar topic only for you Order Now In the following research paper, the topic will be discussed in two different perspectives, both Hong Kong and Macau. Hong Kong Hong Kong’s stability and continued development as an international city since reunification in July 1997 have depended upon the successful implementation of the principle of ‘One Country, Two Systems’. This framework ensures that Hong Kong retains its distinct identity and strengths as an international business, financial, shipping and aviation centre. The ‘four pillars’ of Hong Kong’s success remain as relevant and important today as they did five, 10 or 15 years ago. These are: the common law system upheld by an independent judiciary; the free and unfettered flow of information; a level playing field for business; and, a clean, respected civil service. The Basic Law, Hong Kong’s constitutional document, has provided the constitutional basis upon which the Hong Kong Special Administrative Region has continued to protect its capitalist system, as well as the way of life, the rights and freedoms of its residents. These include: equality before the law, private ownership of property, freedom of assembly, freedom of movement, freedom of religious belief, freedom of academic research and freedom to join trade unions. The courts continue to administer justice independently, while Hong Kong’s own police, immigration, customs and excise and anti-corruption officers have remained responsible for maintaining law and order in the SAR. Hong Kong continues to maintain its previous economic system. It has maintained its renowned, business-friendly, low-tax system and its own currency, which has been linked to the US Dollar at a rate of US$1 to HK$7. 0 since October 1983. Mainland leaders have scrupulously adhered to a ‘hands off’ approach, allowing Hong Kong people to administer their own affairs (except defense and foreign affairs) with the promised high degree of autonomy. As always, Hong Kong people have been quick to speak up if they have perceived that their rights and freedoms, or the systems underpinning Hong Kong society, are in any way being compromised or undermined. Hong Kong people have taken very seriously their role in shaping the SAR and the society in which they live. This has resulted in greater demands from the public and the legislature for an open, accountable and more efficient government. Hong Kong has continued to play an important role in international affairs. It remains an active member, in its own right using the name ‘Hong Kong, China’, of the World Trade Organization, the World Customs Organization, the Asia-Pacific Economic Co-operation (APEC) forum and the Asian Development Bank and as an associate member of the Economic and Social Commission for Asia and the Pacific (ESCAP) of the United Nations. Hong Kong’s presidency of the Financial Action Task Force (FATF) on Money Laundering in 2001-02 allowed the SAR to take a leading role in the international fight against terrorist financing in the wake of the September 11 terrorists attacks in the United States. At an Extraordinary Plenary Meeting, chaired by Hong Kong in Washington D. C. in late October 2001, the FATF’s remit was expanded beyond money laundering to focus expertise on a world-wide effort to combat terrorist financing. A wide range of special recommendations adopted at the meeting will deny terrorists and their supporters’ access to the international financial system. Representatives of the HKSAR Government have also continued to participate, as members of delegations of the People’s Republic of China, in international organizations and conferences limited to states, such as the International Monetary Fund, the World Intellectual Property Organization, the International Civil Aviation Organization and the International Telecommunications Union. There are more than 130 binding bilateral agreements between the HKSAR and over 50 countries throughout the world. Areas covered in these agreements include air services, visa abolition, investment promotion and protection, surrender of fugitive offenders, mutual legal assistance in criminal matters, transfer of sentenced persons, customs co-operation, and co-operation on information technology and avoidance of double taxation. Hong Kong has also entered into non-binding arrangements with other foreign states, regions and international organizations. These arrangements are often in the form of a memorandum of understanding and cover a spectrum of topics from co-operation in information and communication technology, environmental protection to cultural exchanges. More than 200 multi-lateral treaties apply to the Hong Kong SAR (of which more than 80 do not apply to the Mainland). They cover many areas such as international crimes, private international law, customs, marine pollution, science and technology, civil aviation, merchant shipping, intellectual property, health, investment, trade and industry, postal services, labor issues, human rights, transport and telecommunications. Hong Kong is home to a large consular corps and several important international organizations. At the end of March 2002, there were 55 consulates general in Hong Kong, 46 honorary consuls and six semi-officials missions. The United Nations High Commissioner for Refugees, the European Union, and the Bank for International Settlements, the International Monetary Fund and the International Finance Corporation/World Bank all maintain a presence in Hong Kong. Five years after 1997, ‘One Country, Two Systems’ is firmly in place and ‘Hong Kong people running Hong Kong’ is part of everyday life. With the election of the Chief Executive by an electoral college, a fully-elected legislature and an aggressive, critical media, government operations and policies have been subjected to increasing public scrutiny and pressure. In his Policy Address in October 2001, the Chief Executive Mr. Tung Chee Hwa outlined the government’s initial thinking on ways to improve the system of accountability for senior officials. You read "One Country, Two Systems" in category "Papers" Detailed plans to take effect from July 1, 2002 were subsequently unveiled by Mr. Tung on April 17, 2002. The new system is designed to more clearly define the roles, powers and responsibilities of top government officials. It would also build on the civil service’s existing strengths such as permanency, professionalism, neutrality, efficiency and freedom from corruption. Under the present government structure, civil servants play a critical role in the governing team. Policies are formulated by Directors of Bureau (often referred to as Policy Secretaries) and endorsed by the Executive Council (ExCo). Legislation and public expenditure relating to such policy initiatives needs to be scrutinized and passed by LegCo before being implemented by various bureau and departments. During this process, Directors of Bureau have inevitably taken on a political role, which does not gel with the traditional role of the civil service. Civil servants are generally employed on permanent terms. The question is how to improve accountability while at the same time recognize the importance of an impartial, permanent civil service. The new system of accountability announced by Mr. Tung aims to solve this conundrum. Under the new system, the Chief Secretary for Administration, the Financial Secretary, the Secretary for Justice and Directors of Bureau will no longer be civil servants but will be appointed on contract terms. They will be accountable to the Chief Executive for the success or failure of matters falling within their portfolios. Significantly, they will all be appointed to the Executive Council to play a direct role in the process of deciding on government policies as well as collectively allocating the resources within the government as a whole. Because of this, government’s work will become more streamlined and efficient. This will also provide a better co-ordination in the formulation and implementation of policies. These new Principal Officials will assist the Chief Executive in developing and shaping policies, overseeing the implementation of policies, monitoring the delivery of services by executive departments and explaining developments within their portfolios to gain public support. They will respond to LegCo questions, introduce bills and take part in LegCo motion debates. They will attend meetings of LegCo Panels, subcommittees and committees to participate in discussions on important policies. The new accountability system is consistent with the Basic Law under which Principal Officials are nominated by the Chief Executive for appointment by the Central People’s Government. At the policy bureau level they will be supported by Permanent Secretaries, very experienced senior civil servants, in analyzing and defending policies, steering executive departments and managing human and financial resources. Below the policy bureau level, various departments will remain responsible for implementing policies and delivering public services. With a clearer definition of roles, these Principal Officials will operate at the political level while civil servants will be loyal to the government of the day and maintain political neutrality. The merits of the new system are that the Principal Officials’ roles and responsibilities are better defined and that they will need to be more accountable to enlist the support of the legislature and the public. The new system responds to increasing public calls for a higher degree of accountability for principal officials, while maintaining the structure, role and ethos of the civil service. The civil service system will remain intact and there will continue to be a permanent, stable, meritocratic, professional and politically neutral civil service. The new group of Principal Officials will proactively gauge public opinion and strengthen communication with the public to gain a better understanding of community needs and to devise policies fulfilling these needs. They will work more closely with the legislature, proactively seek the views of LegCo members and strengthen communication with the LegCo to ensure a better working relationship between the Executive and Legislature. The new Principal Officials will be able to focus more attention on public demands and needs, and will be able to operate free from the restrictions imposed on civil servants. Macau The development of Macao since its return to the motherland demonstrated the strong vitality of the â€Å"one country, two systems† concept, said Edmund Ho Hau Wah, chief executive of Macao Special Administrative Region (SAR) in a special press interview. The concept was proposed by then Chinese leader Deng Xiaoping in the early 1980s for the reunification of China. Under the mechanism, Macao retained its capitalist systems after returning to the motherland on Dec. 20, 1999. The per capita GDP of Macao residents in 2008 reached 39,000 U. S. dollars, almost three times the average before its return, according to World Bank figures. The central government adopted a series of measures to support Macao’s development. In two meetings with Edmund Ho Hau-wah in December 2008, President Hu Jintao and Premier Wen Jiabao said the central government would fully support Macao in dealing with the challenges brought about by the global financial crisis. At the end of last year, the central government launched nine measures covering finance, infrastructure, and regional cooperation, funding Macao’s small-and-medium-sized enterprises, ensuring Macao’s food supply, to help Macao tide over the economic downturn and promote integration of the Pearl River Delta region, which includes Guangdong Province, Hong Kong and Macao. Macao’s water supply is at risk of salinization due to drought upriver. The central government and Macao’s neighboring province shave adopted relief measures, including the construction of hydroelectric projects to ensure the long-term supply of drinking water to Macao. Government statistics show more than 33 million mainland tourists have visited Macao since 2004 and have generated an estimated revenue of more than 100 billion patacas (12. 66 billion U. S. dollars) — gambling revenue excluded. Under the support of the central government, Macao’s land area has increased from 22 square kilometers before its return to about 30 square kilometers. In June, the ninth session of the Standing Committee of China’s11th National People’s Congress (NPC) passed a bill giving the Macao SAR jurisdiction over a new campus of the University of Macao on Hengqin Island, which was originally part of the southern mainland city of Zhuhai. In 2007, Macao implemented a 15-year free education system, which will run from kindergarten to senior high school. From my own experience, for the past 10 years, the central government has been strictly adhering to the principle of ‘one country, two systems’ and the Basic Law of the Macao SAR. The central government has not interfered the inner affairs of the SAR,† said Edmund Ho Hau Wah. After its return to the motherland, Macao successfully held Ministerial Conferences of the Forum on Economic and Trade Cooperation be tween China and Portuguese-Speaking Countries in2003 and 2006 and the East Asian Games in 2005. With the support of the central government, the historic center of Macao, which is home to more than 20 unique sites demonstrating the assimilation and co-existence of Chinese and Western cultures, has been inscribed on the UNESCO World Heritage List. â€Å"Since the founding of the Legislative Assembly of Macao Special Administrative Region, Macao has enjoyed complete legislative power and has enacted and amended more than 100 laws, which was quite unimaginable when it was ruled by the Portuguese,† said assembly president Lau Cheok Va. An election committee, responsible for electing the chief executive of Macao SAR, is composed of representatives from a wide range of sectors including industrialists, unionists, public service workers, religious figures and politicians. Dr. Leonel Alberto Alves, a legislator and â€Å"Macaense†(a Portuguese expression for Macao-born Portuguese or Macao-born person of Portuguese and Chinese or of Portuguese and another Asian ethnic group), said an estimated 20,000 â€Å"Macaense† lived in Macao and their rights were fully safeguarded and customs respected since Macao’s return to the motherland. Overall, our view remains that the concept of ‘One Country, Two Systems’ is an everyday reality in Hong Kong. The rule of law and the independence of the judiciary, which are so vital to Hong Kong’s success, are being upheld. Essential rights and freedoms are being protected, and challenges to them fully and freely debated. — UK Secretary of State for Foreign and Commonwealth Affairs Mr. Jack Straw, Six-monthly Report on Hong Kong, July-December 2001, presented to the British Parliament, March 2002 Most Western analysts conclude today that the ‘One Country, Two Systems’ has permitted Hong Kong to maintain its unique character. Long-term success depends on preserving the quality and integrity of Hong Kong’s outstanding cadre of civil servants, the rule of law and an independent judiciary†¦ — US Speaker’s Task Force on the Hong Kong Transition, Ninth Report, January 30, 2002 How to cite One Country, Two Systems, Papers