The Product of Manchester AirportManchester Airport is a service Essays

The Product of Manchester AirportManchester Airport is a service company. Its products are mainly the facilities it provides e.g. the runways and terminal. BUSINESS ACITIVITY The Product of Manchester Airport Manchester Airport is a service company. Its products are mainly the facilities it provides e.g. the runways and terminals and also the services it offers to its customers i.e. the airlines. The Airport Company acts as landlord and guardian of the whole site – providing the infrastructure and main facilities e.g. roads, drains, phones, runways and terminals. Its income comes from the charges and costs for using the facilities e.g. airlines pay for the runway, handling agents pay for ticket desks and shopkeepers pay rent. The Airport Company is also responsible for: 1 Marketing and promoting the Airport brand 2 Lobbying Government and other authorities 3 Environmental standards 4 Ensuring a safe and efficient Airport. Products for Airlines and Tour Operators Manchester Airport offers products and services directly to airlines and tour operators, and in other cases acts as landlord and regulator of services for the may private companies that make the Airport diverse. Runways Manchester Airport has two runways, each 3,050 meters in length. Runways need to be this length to enable aircraft of all sizes and weights to land and take off safely. They operate in segregated mode, which means one runway is used for take offs and the other for landings. Passenger Facilities In order to process passengers through the Airport, Manchester Airport plc provides facilities such as check-in desks, baggage handling systems and a number of high street retail outlets. Security With the exception of Hold Baggage Screening, Manchester Airport Aviation Services (MAAS) is responsible for the aviation security service at the Airport in areas of access control, searching and screening of passengers and baggage, and ensuring that the Airport complies with legislation and guidelines issued by the Department for Transport and the International Civil Aviation Organisation. Hand baggage may be checked at any time within the Airport area, as part of the Airport’s visitor security policy. The US Federal Aviation Authority stipulates that all passengers on flights with US-based carries have an extra security scr... ...by The Aviation Society and has staff of trained guides who lead educational tours for groups of all ages, providing a structured and informative introduction of life at the Airport . Aviation Viewing Park Spectacular views can also be seen from the Aviation Viewing Park, which is managed by the Bollin Valley Rangers. Education The variety of activities and vibrant of the Airport helps stimulate exciting ideas fir educational projects. Over the years, the Airport’s educational officer has worked with many of the 3,000 schools and a large number of collages in the immediate catchments area of greater Manchester and Cheshire, as well as others through out the north of England and Wales. NHS Walk-in Centre This is a one-stop drop in centre for travellers, other visitors to the Airport and the local community to ask immediate health related questions. Occupational health Unit The centre provides pre-employment medicals for staff working at the Airport and CAA medicals for air crew as well as providing confidential support and advice to employees. Petrol stations The Airport owns and manages two petrol stations on site, these are part of MAVL. The Product of Manchester AirportManchester Airport is a service Essays The Product of Manchester AirportManchester Airport is a service company. Its products are mainly the facilities it provides e.g. the runways and terminal. BUSINESS ACITIVITY The Product of Manchester Airport Manchester Airport is a service company. Its products are mainly the facilities it provides e.g. the runways and terminals and also the services it offers to its customers i.e. the airlines. The Airport Company acts as landlord and guardian of the whole site – providing the infrastructure and main facilities e.g. roads, drains, phones, runways and terminals. Its income comes from the charges and costs for using the facilities e.g. airlines pay for the runway, handling agents pay for ticket desks and shopkeepers pay rent. The Airport Company is also responsible for: 1 Marketing and promoting the Airport brand 2 Lobbying Government and other authorities 3 Environmental standards 4 Ensuring a safe and efficient Airport. Products for Airlines and Tour Operators Manchester Airport offers products and services directly to airlines and tour operators, and in other cases acts as landlord and regulator of services for the may private companies that make the Airport diverse. Runways Manchester Airport has two runways, each 3,050 meters in length. Runways need to be this length to enable aircraft of all sizes and weights to land and take off safely. They operate in segregated mode, which means one runway is used for take offs and the other for landings. Passenger Facilities In order to process passengers through the Airport, Manchester Airport plc provides facilities such as check-in desks, baggage handling systems and a number of high street retail outlets. Security With the exception of Hold Baggage Screening, Manchester Airport Aviation Services (MAAS) is responsible for the aviation security service at the Airport in areas of access control, searching and screening of passengers and baggage, and ensuring that the Airport complies with legislation and guidelines issued by the Department for Transport and the International Civil Aviation Organisation. Hand baggage may be checked at any time within the Airport area, as part of the Airport’s visitor security policy. The US Federal Aviation Authority stipulates that all passengers on flights with US-based carries have an extra security scr... ...by The Aviation Society and has staff of trained guides who lead educational tours for groups of all ages, providing a structured and informative introduction of life at the Airport . Aviation Viewing Park Spectacular views can also be seen from the Aviation Viewing Park, which is managed by the Bollin Valley Rangers. Education The variety of activities and vibrant of the Airport helps stimulate exciting ideas fir educational projects. Over the years, the Airport’s educational officer has worked with many of the 3,000 schools and a large number of collages in the immediate catchments area of greater Manchester and Cheshire, as well as others through out the north of England and Wales. NHS Walk-in Centre This is a one-stop drop in centre for travellers, other visitors to the Airport and the local community to ask immediate health related questions. Occupational health Unit The centre provides pre-employment medicals for staff working at the Airport and CAA medicals for air crew as well as providing confidential support and advice to employees. Petrol stations The Airport owns and manages two petrol stations on site, these are part of MAVL.

Krushers Kfc

[pic] Report Title: â€Å"Krushers† – Marketing Strategic plan Submitted By: Group name: Date: 15 April, 2010 Submitted To: Dr Melodena Stephens Balakrishnan Assistant Professor, Faculty of Business and Management, University of Wollongong in Dubai Table of Contents 1. Background3 1. 1. Introduction and Objective3 1. 2. Situational Analysis3 1. 3. Constraints and Assumption. 5 1. 4. Product Need and Value. 7 2. Segmentation, Target & Positioning8 2. 1. Segmentation and Target8 2. 2. Positioning Map9 3. Marketing Mix10 3. 1. Product strategy10 3. . Pricing strategy10 3. 3. Place strategy11 3. 4. Promotion strategy12 4. Business Plan12 4. 1. Sales and Profits12 Bibliography13 Appendix14 Background 1 Introduction and Objective Introduction: KFC Corporation, also known as Kentucky Fried Chicken, is a chain of fast food restaurants known all over the World since 1952, however the history of the company goes back to 1930. â€Å"KFC† is serving more than 12 million cust omers in 109 countries throughout the world every day. Company is actively franchising across the World during 58 years[1]. Loyal customers can find their favorite restaurant in almost every developed country across the Globe. â€Å"KFC† established strong position in the market place and recognized by millions of people in the World for its â€Å"finger lickin’ good† chicken. â€Å"KFC† is serving more than 12 million customers in 109 countries throughout the world every day. Currently, The Company is the most popular chicken restaurant chain in the entire Globe. This particular report is focusing on KFC Arabia, United Arab Emirates in particular. KFC restaurants introduced to the Middle East region by franchise partner Americana since 1973. Currently, there are KFC branches in over 70 different locations across United Arab Emirates. Menu offered to the Arab World is more focused on chicken sandwiches and Colonel’s Crispy Strips, and also includes side items that are suited to local preferences and tastes. [2] Product Portfolio: The fact that, â€Å"KFC† restaurants are associated by the customers with chicken, does not limit the range of products has been offered to the customers. Currently, more than 300 different types of products have been introduced by the company all over the World. World Famous menu contains of chicken pieces, salads, sandwiches, hamburgers, wraps, kebabs, snacks, sweets and sides, beverages. â€Å"KFC† Corporation constantly upgrades its menu with new innovative products in order to satisfy unmet needs of their current and future customers. KFC is introducing a new product called â€Å"Krushers† to the region; a new refreshing frozen drink. This new refreshing frozen drink first was introduced in 3 different flavors â€Å"Strawberry†, â€Å"Chocolate Krumble†, â€Å"Kookies N Kream†, followed by â€Å"Karamel Krunch† flavor that has been introduced later on in the Middle East. Objective: The objective of this report is to create strategic marketing plan for â€Å"Krushers† product and successfully launch it in the UAE. 2 Situational Analysis External environmental analysis: PESTEL Environmental (competitors): â€Å"Krushers† is introduced in a very competitive environment. There are several direct competitors in this product category, the biggest ones are MC flurry from MC Donald’s and Hand-Scooped shake from Hardees’s, these are traditional competitors for KFC in the fast-food segment and have similar products to the â€Å"Krushers†. Other competitors in this product category include Baskin Robins, StarBucks and Jonny Rockets as they offer frozen drinks as part of their product portfolio. Indirect competitors include Lipton’s Ice tea and Pulp Juice bar’s frozen drinks, they are considered as indirect competitors because they offer product replacements or substitutes to the â€Å"Krushers†. Sociological: The UAE population has higher levels of disposable income compared to the rest of the world, according to HSBC bank study, UAE is the fifth top country in the World in terms of disposable income. 3] As a result, eating out is almost a daily activity in the social life of UAE residents, which in turn produces a bigger market for restaurants and food outlets. In addition to that, In terms of age groups, the UAE has a dominant young population, with the 25-29 years emerging as the largest group of about 777,000 at the end of 2008. It is projected by the Ministry to peak at 830,000 at the end of 2 009. [4] This combination of high disposable income and young population makes the UAE a perfect market for KFC â€Å"Krushers† product which targets age group of 18-24. Technological: From a technological point of view, production of cold beverages relies heavily on the right equipment. KFC has state of the art production equipment. The company also utilizes advanced CRM solutions to gear its direct marketing efforts. Economic: â€Å"In the UAE over two-thirds of expats in the UAE stated that their attitudes to spending had changed as a result of the economic crisis, however over three-quarters of expats (82%) living in the UAE also said that they had not considered a move home. [5] Having said that, the UAE remains one of the strongest economies in the region (third in the region after Saudi Arabia and Iran). [6] As mentioned earlier, the disposable income in the UAE is cooperatively high, which makes it an ideal market for KFC and the new product â€Å"Krushers†. Industry Analysis: Porter’s Five Forces Market Rivalry: â€Å"Krushers† is a product category that faces high rivalry from various direct and indirect competitors. T hese competitors do not only include fast food chain restaurants with a similar product category, but also chains that focus exclusively on that market niche (frozen shakes and drinks). The fact that â€Å"Krushers† is a hybrid or mix of different products (i. e. ice cream, milk, smoothie, ice, fruits, juice, cookies, etc) makes it difficult to place it in a specific product category and thus exposes it to higher competition from those various product categories. In addition, competing products have been established in the market and have a healthy market share. It would be a challenge for KFC to strongly compete in this product category, partly because the product is new and partly because they are not strongly associated with frozen drinks like â€Å"Krushers†. Bargaining power of suppliers: KFC is one of the largest purchasers globally; all their suppliers go through a very rigid screening process to meet their quality standards. Having said that, KFC only uses high quality suppliers with which they have strong relationships, therefore, the threat of suppliers is minimized. Threat of Substitutes: â€Å"Krushers† falls into the frozen drinks category, due to this point, it faces a high threat of substitution from a number of relevant product categories including carbonated drinks, milk shakes, ice cream, ice tea, ice coffee, frapuccinos, fresh juice and smoothies. In order to offset this threat, KFC has to rely strongly on their established brand image and large customers base to market and sell the product. Bargaining power of buyers: As it mentioned earlier, the target segment(s) (18-24) are high in population, however, there is a large number of product substitutes available to them. Therefore, they enjoy a fairly high power of bargaining. Barriers to entry: The barriers to entry to this specific product market are relatively low. The investment needed is not very high and the health regulations can be met with reasonable effort. However, due to the size and the number of KFC branches across the UAE, it would be very difficult for new players to significantly compete with KFC’s market share unless they make significant financial investments, thus reversing the barriers to entry to very high. 3 Constraints and Assumption. Constraints: There are several constraints that KFC face in the introduction level of a new product â€Å"Krushers†. Customers are not aware of a new product that has been introduced by KFC. Lack of awareness can be explained by poor promotion and advertising, training of the employees. â€Å"Krushers† should be prepared within 1 minute, however, according to the survey, almost 95 percent of the consumers received their â€Å"Krushers† during the time frame 3 minutes to 6 minutes. [7] KFC is known all over the World for its â€Å"finger lickin good† chicken, it would be difficult for consumers to associate KFC as a place where they can purchase â€Å"Krushers†. The company didn’t define the product for the customers whether it is a milk shake or it is a desert, etc. However official launch of the product might solve these constrains. Assumptions: KFC does not publish any sales figures as a reference point; therefore the sales forecasts are based on an assumption that each branch will be able to sell 5 â€Å"Krushers† per hour on an average from their branch traffic. Assuming that branches operate from 10 a. m. to 3 a. m. that makes a total of 17 working hours a day. According to data published on the Americana website, they have 70 locations across the UAE, which equals total working hours of 1,190 per day (17X70). Assuming that the price of â€Å"Krushers† is at 9 drh per drink without a meal, and 4 dhs per a drink with a meal and based on the research conducted with consumers, 25 percent of the consumers will buy a â€Å"Krushers† with a meal and 75 percent of the consumers will buy it without the meal. [8] Based on these assumptions, we can conclude the following: Total number of â€Å"Krushers† sold per a day = total working hours X number of â€Å"Krushers† sold per hour = 1,190 X 5 = 5,950 â€Å"Krushers† per day across all locations. Therefore, total revenues per day would be calculated as following: Revenue of â€Å"Krushers† sold with a meal = (5,950 X 25%) X 4 = 5,950 dirham Revenue of â€Å"Krushers† sold without a meal = ( 5950 X 75% ) X 9 = 40,162dirham Total revenue of â€Å"Krushers† per day = revenue with meal + revenue without meal= 5,950 + 40,162 = 46,112 Monthly Total revenue of â€Å"Krushers† = total revenue per day X 30 days = 46112 X 30 = 1,383,375 dirham Annual revenue of â€Å"Krushers† = monthly revenue X 12 = 1,383,375 X 12 = 16,600,500 dirham Since KFC spends 6% of the total revenue on marketing and promotion, we can estimate the annual marketing budget for â€Å"Krushers† at annual revenue of â€Å"Krushers† X 6% = 16,600,500 X 6% = 996,030 dirham Due to the lack of information on variable or direct costs, we will limit our forecasts to only revenues. However there is more accurate way to estimate net profit of the company from â€Å"Krushers †. Target segment that has been chosen by the company is the youth in the age range 18-24 of UAE, which has been estimated to 1,417,300 people. It has been assumed that 60 percent of the total youth in the age range 18-24 would be a potential target of the â€Å"Krushers†, according to the chosen target segment â€Å"UAE explorers†, which is 850,400 people. [9] Penetration has been assumed according to seasonal demand, such as hot summer weather effect. Shopping festival was another reason to estimate increase in penetration in the month of December, and there is other reasons that has an effect on penetration percentages across the year, which is explained in the business plan section 4. 1 of the report. Revenue has been calculated according to the total users that would purchase the â€Å"Krushers† and the selling price. Expenses that would go on the marketing part of the â€Å"Krushers† have been assumed by the group and calculated in the business plan section 4. 1. Expenses have been estimated according to: Magazine = 150,000 dirham Newspaper = 168,000 dirham Facebook = 20,000 dirham In house AD: 30,000 dirham TV = 600,000 dirham Road signage = 200,000 dirham Billboard = 300,000 dirham Campaign = 50,000 dirham 4 Product Need and Value. |KFC’s value characteristics |Consumers need analysis | |KFC is a well known brand as a value for money all around the |Consumers would search for a reliable drink with no risk to | |world. |their health. |KFC has large number of branches, as well as big variety of |People living in gulf countries such as UAE would always search| |items, all delivered in a timely fashion, all of these give |for a drink which refreshes their feeling. | |high value of convenience. |Consumers would go for a product which is faster to be | | |delivered to them and easier t o carry with them while doing | | |their normal routines during the day. | | |Actually people are always after new things in their life. | |Those things could be a new product like â€Å"Krushers† or even its| | |new flavors to be introduced to the market in future. | | |There many other important factor in the consumers mind to be | | |considered as their needs of product such as pricing, great | | |taste and optional choice. | â€Å"Krushers† value analysis based on the mentioned needs above: †¢ â€Å"Krushers† is introduced as a smoothie drink that doesn’t have negative effect or risk on consumer’s health. It supposed being a drink to be alternative to those of energy drinks fulfilled of caffeine. â€Å"Krushers† came up with different flavors for variety seekers and those valuing a product based on optional choice. †¢ Offering â€Å"Krushers† as a value-added to meal as of satisfying perception of value for money p romised by KFC. They offer customers to add 4dhs to their meal and have â€Å"Krushers† with their meal in spite of soft drink or juice. †¢ Soon enough â€Å"Krushers† could be a replacement for cold drink at KFC by offering less than half the price if it is with any KFC meal. †¢ †¢ As of the discussed need of customer relating the weather of UAE then â€Å"Krushers† could be the best solution for relieving the thirst and the heat. Segmentation, Target & Positioning 1 Segmentation and Target Segment 1 â€Å"Academia’s† University students actively socialize in groups for many reasons, be it for regular chat ups between classes, for examinations studying or even group assignments etc. Therefore as the above points display that a â€Å"Krushers† will fit in perfectly with all three areas of a university student. Students usually have a red bull or a coffee or a milk shake etc with them while working on assignments with a group or while studying in order to keep them going. It’s become more like habit to do so. This is where we feel a â€Å"Krushers† can come in to play as it is a thick ice cream based shake with different flavors that will be able to fulfill a student’s need and want in terms of a having a drink that goes with what they do. Segment 2 â€Å"Beach & Shopping mall goers† (Fun) For this group what we really mean is the lifestyle of having fun and constantly active. We used the beach and shopping mall as examples of places where those who are in constant search of fun and activity can have a â€Å"Krushers†. The reason we used the beach and shopping mall as examples is due to the fact that a â€Å"Krushers† can be consumed in both situations / locations where on the beach it can be used as a refreshing cold drink to keep cool under the sun where as in the same time people don’t usually take food with them to the beach as it spoils under the sun and so having a â€Å"Krushers† on the beach is like a two in one feeling as it has real bits in some of its drinks like â€Å"kookies n kream†. Where as in the mall those shopping around can have a â€Å"Krushers† as a drink to walk around with while shopping or/and even as a drink to just and relax with while taking a break or even while meeting friends for a â€Å"coffee†. Segment 3 â€Å"UAE Explorers† This is a group of people who are constantly out and about but don’t really engage in activity. They just simply roam around places such as the mall or the JBR walk etc. by just watching other people or ‘window shopping’ or even simply go for drives around the city in search of something to do. Basically they don’t have anything to do and just want to keep themselves busy. Generally they do this in groups of two or more. The reason why have inserted such a lifestyle in our segment is because a thick shake like â€Å"Krushers† can be very appealing to them in terms of keeping them busy with a drink in their hand. Not only do they have a choice from a variety of flavors but the fact that it takes only a minute to prepare the drink of their choice , thus allowing them to think â€Å"its quick, ill stop and get one on the way†. There is a KFC available in almost if not every mall in Dubai, as well as on popular roads such as the Jumeirah beach road where a drive through option is available. Target Segment & Justification (U. A. E Explorers) †¢ †¢ According to feedback, most people would consume a Krushers ‘on the move’. †¢ They look at it more of a milkshake like drink with pieces in it than anything else. Krushers drink does not fit in with the food served at KFC, and therefore existing KFC customers will not have one at a dine in time especially considering the y don’t see it as a desert either. †¢ Sports people have energy bars and drinks to consume. †¢ University students opt for a red bull or coffee based drink to keep them up and alert. †¢ The ‘fun’ group of people would not really consider having a Krushers as it is not suitable for them. They would not meet for a ‘coffee’ in KFC nor would they buy a Krushers and sit on a bench for a chat. †¢ Therefore the best group and lifestyle is that of a UAE â€Å"Explorer† as on a drive they can go to a KFC drive through almost anywhere in Dubai, Krushers is available at almost every mall in Dubai and at the famous JBR walk too. A Krushers fits in well with a UAE Explorers activities as it is packaged in a way that can be taken in almost any environment and placed almost anywhere easily without risk of leak or spilling over etc. 2 Positioning Map â€Å"Krushers† is perceived as a refreshing shake that you can have between your m ain meals. It can satisfy both thirst and hungers basic needs of a person. There are two main benefits which â€Å"Krushers† has over its competitors in relation to the target segment, such as Brand Image and Store Location K FC’s brand image in the UAE is stronger than that of McDonalds and Hardees. Therefore having a strong brand image is advantageous to the consumer in terms of trusting to try a new product and actually consuming it. Store location is a big factor to the target segment as KFC’s stores are more convenient in terms of reach and comfort. Basically this is because KFC is available at all leading malls in the UAE, but so are its competitors McDonalds and Hardees but what makes the difference here are famous roads and hang out spots such as JBR where there is a KFC restaurant but no McDonalds or Hardees. Not only that, in one of the most famous areas for food in Dubai, the Diyafah area there is no McDonalds yet there is a KFC restaurant there too. There is no McDonalds or Hardees in the Knowledge village area or the AUS (American University in Sharjah) food court but there is a KFC. UAE Explorers are on the go and so with KFC restaurants being on their ‘way’ (drive thru) Jumeirah Beach Road, which is one of the most famous cruising streets a â€Å"Krushers† will be just the thing they will go after as it keeps them busy through their drive or walk at JBR etc. Marketing Mix 1 Product strategy â€Å"Krushers† is a sub product that has been represented by KFC. Introduction of this product increases variety of the product line available in KFC Corporation. â€Å"Krushers† has been introduced in order to bring customers throughout the day. The drink is available in 4 different flavors in the region. â€Å"Strawberry†, â€Å"Chocolate Krumble†, â€Å"Caramel Krunch†, â€Å"Kookies N Kream† are the types of flavors that has been introduced by KFC. According to the survey, customers identified two most popular flavors which are â€Å"Kookies N Kream† and â€Å"Chocolate Krumble†. Currently it is represented in 1 size. It is advisable to add more size options to suit different needs of the consumers. KFC offers â€Å"Krsuhers† as a value-added to a meal by just adding 4Dhs by customer to their meals which is less than the real price of â€Å"Krushers† purchased separately. The promise of great and natural taste is given by KFC through their advertising slogan by saying â€Å"full of real bitZ†. This slogan says that â€Å"Krushers† contains real pieces of fruits and chocolates in it. Thus one of the other augmented products of â€Å"Krushers† is the stated promise. 2 Pricing strategy One of the most important factors that must be considered carefully by companies is appropriate price strategy. â€Å"Krushers† is a new product, due to this point it is recommended to follow penetration strategy while pricing process. However it must be based on â€Å"Krushers† demand, as the demand are more for â€Å"Krushers† it is more obvious that penetration might be superior strategy to follow. Beside they also can gain some market share in marketplace however the supplier of â€Å"Krushers† must be assure when they imply this strategy for their product , they are capable to handle demanders and distribution channels . After all consideration about KFC â€Å"Krushers†, it is better off if they follow penetration strategy. According to the survey, 23 percent of the respondents were dissatisfied, 40 percent were neutral, which makes it total of 63 percent of the respondents (which is more than a half), that were not satisfied with the current price choices. Cutomers are unhappy which means the price does not affect their objectives toward purchasing products. [10] Normally the fixed cost for supplier is 60% of variable cost of products, Krusher is 9 Dhs, 60 % of variable cost would be 5. 4 Dhs which is the fixed cost and the profit approximately might be 3. 6 Dhs on each â€Å"Krushers†. According to the interview made with one of the KFC stuff, assumptions were made as followed: Integrant of â€Å"Krushers† for each cup: 60 % of each cup contains ice cream (2Dhs for each cup) Because they purchase the ice creams in retail, it costs less than an ice cream that is selling in stores). 0 % Slash (blended water and sugar), (30 fils for each cup) Flavor (1 ounce), with consideration that the ba ttle is 30 Dhs but for each cup they use just one ounce), (Around 30 fels). These amounts of materials imply for the entire available flavor. All the calculation is Close to 3 Dhs and approximately 1Dhs or less for packaging; in overall it cost 4 or 5 Dhs for company. Option Price: There is just one size of krusher available in all of the outlets; however option price are as below: †¢ 9 Dhs for any flavor in regular cup size †¢ 5 Dhs for having a Krusher with the meal. 3 Place strategy KFC Corporation uses one channel distribution across the World, which is their network of restaurant outlets or branches. Krushers† are sold directly to the customers without having any middlemen. KFC branches are available almost in every neighborhood across the country. Restaurants spread out across 70 different locations in United Arab Emirates. Examples would be: †¢ Shopping mall food courts(Dubai Mall, City Centre) †¢ Close to schools and universities(knowledge village) †¢ Petrol stations (Emirates Petrol station) †¢ Office buildings (Sheikh Zayed Road) †¢ High traffic roads like (The Walk in Dubai)[11] Customers can dine in the branches of KFC that accommodate dining areas, as well as choose take-away option and consume their â€Å"Krushers† outside in any other location they would prefer to have it. In the Introduction stage of the â€Å"Krushers† Corporation did not represent delivery service for the product; these might be due to ice ingredients in it. Before opening any store KFC conduct market research to estimate and consider the population of that area, consumer’s demographic details and major streets which are close to that specific location. It is worth mentioning that the †Krushers† is not part of the home delivery service due to the physical nature of the product (is it cold and can melt). 4 Promotion strategy In promotion strategy there are some factors that can be used to promote the products base on MARCOM mix that is used for KFC â€Å"Krushers† promotional strategy. Direct marketing: As a direct marketing, KFC departments can hire some people mostly young girls and boys to promote the â€Å"Krushers† in a very small cup to let the volunteers just taste it and promoters can encourage and motivate the volunteers to go for the bigger â€Å"Krushers†, and the best place for this sort of promotion is in the malls, at the foot court entrance. Sales promotion: KFC already gives the customer this chance that if they want â€Å"Krushers† with their meal the price will be reduced for them to 4 Dhs, which the price is 9 Dhs regularly. While the loyal customers buy a combo from KFC outlet , as a promotion they can give the customers coupons with four blank checklist , that if they buy KFC combo meal for four times as a promotion they can get one free â€Å"Kruchers† with their flavor choice. Generally it can be profitable for Kentucky chicken part sales and for â€Å"Krushers†, and also that would lead to better result for KFC and keep the customer loyal to the brand. Advertising: Coupons are Another tools in sale promotion, KFC can sign contract with well known and famous companies or organization which stated whenever they have customer who purchase something from the companies or organization, they give the customers KFC voucher, the vouchers are for specified items but this sort of promotion can bring the customer to the outlet to use their voucher and make them to try new or their favorite products that are available in outlets. It is very important to use online marketing today. Print advertising is another way to market the product. Sample has been developed by the group. There are twelve pieces of ice, with person inside each of it. There is one person standing in it and one of the piece contains Kentucky in four of the ices the â€Å"Krushers† flavors are representing and in the other ice pieces there are all the smiley faces that is representing the , iciness ,freezes , tastiness and freshness of the â€Å"Krushers† and The people in the ice are young and fresh people because it is related to our target segment which is the youth from age 18 – 24 who are the young generation whenever you look at the advertising it gives a positive , delight feeling about the product and the taste, the choice of putting people in the ice pieces is showing the coldness and freezing feeling that â€Å"Krushers† can give the customers. â€Å"Krushers† has been displayed in the official website, however social networks should be taken into consideration as well as the popular search engines etc. Also it is advisable to use media advertisement, such as radio, tv, etc. Also print advertising like ne wspapers magazines etc. Business Plan, 2010. 1 Sales and Profits |Jan |Feb |march |april |may |june |july |Aug |Sep |Oct |Nov |Dec | | |potential segment |850 400 |850 400 |850 400 |850 400 |850 400 |850 400 |850 400 |850 400 |850 400 |850 400 |850 400 |850 400 | | |heavy user |3% 5% |10% |13% |15% |30% |40% |50% |52% |55% |60% |65% | | | |25512 |42520 |85040 |110552 |127560 |255120 |340160 |425200 |442208 |467720 |510240 |552760 | | |moderate user |2% |4% |8% |10% |11% |25% |32% |40% |43% |46% |50% |57% | | | |17008 |34016 |68032 |85040 |93544 |212600 |272128 |340160 |365672 |391184 |425200 |484728 | | |Total user |42520 |76536 |153072 |195592 |221104 |467720 |612288 |765360 |807880 |858904 |935440 |1037488 | | |(SP=9) X 75%(users) |287010 |516618 |1033236 |1320246 |1492452 |3157110 |4132944 |5166180 |5453190 |5797602 |6314220 |7003044 | | |(SP=4) X 25%(users) |42520 |76536 |153072 |195592 |221104 |467720 |612288 |765360 |807880 |858904 |935440 |1037488 | | |total revenue |329530 | 593154 |1186308 |1515838 |1713556 |3624830 |4745232 |5931540 |6261070 |6656506 |7249660 |8040532 | | | expense: | | | | | | | | | | | | | | |magazine | | | |150000 | |150000 | |150000 | |150000 | | | | |newspaper | |168000 | | |168000 | |168000 | |168000 | | |168000 | | |radio |135000 | |135000 | |135000 | |135000 |135000 | |135000 |135000 |135000 | | |facebook , |20000 | |20000 |20000 |20000 | | |20000 |20000 | |20000 | | | |In house Ad | | | |30000 |30000 | |30000 |30000 |30000 | |30000 | | | |Tv | |600000 | | |600000 | | | |600000 | |600000 | | | |road | | |200000 | |200000 | | |200000 | | |200000 | | | |billboards |300000 | | | | |300000 | | | | | |300000 | | |campaign | | | |50000 | |50000 | | | |50000 | |50000 | | |total |455000 |768000 |355000 |230000 |1153000 |500000 |333000 |535000 |818000 |335000 |985000 |653000 | | |profit/loss |-125470 |-174846 |831308 |1285838 |560556 |3124830 |4412232 |5396540 |5443070 |6321506 |6264660 |7387532 | | |total profit | | | | | | | | | | | | |40727756 | | Bibliography KFC official website, 2010, URL: [www. kfc. com], [last accessed April 6, 2010] KFC Locator, 2010, Americana group official website, URL: [ http://www. americana-group. net/Default. aspx? Id=1207 ], [last accessed April 7, 2010] KFC, 2010, Wikipedia, URL: [http://en. wikipedia. org/wiki/KFC],[last accessed April 4, 2010] KFC Arabia official website, 2010, URL: [http://www. kfc-arabia. com/new_products. html#Krushers],[last accessed April 8, 2010] Annual report, 2008, Americana group, URL: [http://www. americana-group. net/Default. aspx? Id=1316], [last accessed April 14, 2010 ] Annual report, 2008, Yum, URL: [http://www. yum. com/annualreport/docs/annualReport08. pdf], [last accessed April 4, 2010 UAE population to exceed five million by year’s end, 2009, UAE Interact, URL:[ http://www. uaeinteract. com/docs/UAE_population_to_exceed_five_million_by_years_end_/37085. htm], [last accessed April14,2010] Appendix Graph 1. [pic] Graph 2. [pic] Graph 3: [pic] Graph 4: [pic] Based on: 1. Strongly dissatisfied 2. Dissatisfied 3. Neutral 4. Satisfied 5. Strongly satisfied ———————– [1] KFC corporate website (2010) 2] Americana group website (2010) [3] AMEinfo press release, June 24-2009. http://www. ameinfo. com/201597. html [4] Ministry of social affairs, annual statistic, 2008 [5] AMEinfo press release, June 24-2009. http://www. ameinfo. com/201597. html [6] Wikipedia, 20 10 [7] Appendix, Graph 1, page () [8] Appendix: Graph 2, page ( ) [9]URL:[http://www. uaeinteract. com/docs/UAE_population_to_exceed_five_million_by_years_end_/37085. htm] [10] Appendix, Graph 4, page () [11] Americana group website (2010) ———————– High Brand Image KFC Krushers McDonalds Shake High Store location convenience Low Store location convenience Hardees Shake Hardees Shake Low Brand Image

How does Steinbeck present three characters who are outsiders? Essay

The novel â€Å"Of Mice and man† wrote by Steinbeck. Steinbeck in 1930s he trying to say how was 1930s in the America .In 1930s John Steinbeck is trying to explain how people were migrating from place to place. The reason why people migrated was because people need money as a result of â€Å"economic depression†. Just for that reason the people are moving to another place to get money. Can you imagine every time you migrating to place to place .The novel is full outsiders .What is an outsider? An outsider is when somebody who is excluded from the community for a reason or for reasons. The reason why this so significant is because in those days there was great amount of depression, massive unemployment and migrant workers. At that time friendship was the only key to get people together or love each other. This is same situation we have in this novel which includes everything I have already mentioned. Firstly example â€Å"curley’s wife† is an outsider from novel. Stein Beck shows that by not giving her a name. He shows in this 1930s America women did not have their own identify .if they have not got an identify they cannot get a name .In 1903s women were used, only for cooking , house work and many other horrible things †¦.. When she talks to crooks she is saying â€Å"I could get you strung up on a tree so it easy it ain’t even funny â€Å"in sentence we can see curley’s wife is racist to crooks because crooks is black that’s right she hates him. She I s saying how easy it is to get crooks â€Å"strung up† We can see through crooks the racism in America .Another example Steinbeck includes Curley ‘wife to show the sexism in America in the 1930s.Where she grew up there was lots of fight because he husband curley is doubting man . For example: On day curley looking his wife because she is not in the house. So he came bunk house ask to every body in the bunk house they said no then curley asked where is slim they said he went to do some work .Then he get angry and shut the door hardly .Because he is always doubt with her wife so he thing she go with slim because he is wife is actual sexual life-she had none of except with curley and there has probably been no consummation there since .Curley would not consider her gratification and would probably be suspicious if she had any. Consequently she is little starved. She wants a friend to be respected .Her different kind of girl. Secondly Lennie is an outsider because he is a mentally disabled, he has like a child’s mind and he don’t understand when somebody talking to him. Am saying this because when George before killed him, he was saying this â€Å"How long, how long it will take to have a home and to have rabbits? â€Å"we can see from this sentence he has like child’s mind because he is saying† how long, how long?† he asking like a child.Lennie like to touch soft things .Lennie â€Å"now I won’t get to tend the rabbits†. This shows us when lennie touch the soft things that will die!!! Because lennie is too strong but he doesn’t know how strong he is. Another example for lennie when he takes the, mice dies in that time. He always dreams to get so many rabbits and to have a nice home with his best friend George . Some times he gets angry† suddenly his anger rose God damn you â€Å"he cried.† Why do you get killed? You ain’t as mice. This shows us he can’t tend the rabbits because George said if you do bad thing you can’t get tend the rabbit and land because if lennie do bad things he can’t live on a place. Lennie before kill Curley’s wife Lennie was stroking her hair because lennie likes to touch soft things .When Curley’s wife said† let go† and shout to lennie and lennie gets angry but lennie doesn’t want to let her because her hair is so soft. Then lennie trying to stop her to shouting and shut her mouth but by accident he broke her neck and she died. Steinbeck foreshadows this. He is a big man, in contrast to his name. He has limited intelligence, so he relies on George to look after him. He copies George in everything George does and trusts George completely. â€Å"Behind him(George)walked his opposite, a huge man, shapeless of face, with large, pale eyes, with wide, sloping shoulders; and he walked heavily, dragging his feet a little, the way a bear drags his paws. His arms did not swing at his sides, but hung loosely.† He shares a dream with George to own a piece of land. Lennie’s special job would be to tend the rabbits .He likes to pet soft things, like puppies and dead mice. We know this got him into trouble in Weed when he tried to feel a girl’s soft red dress: she thought he was going to attack her. He can be forgetful – George continually has to remind him about important things. He is very gentle and kind, and would never harm anyone or anything deliberately. He is extremely strong: he can work as well as two men at bucking barley. He is often described as a child or an animal – he drinks from the pool like a horse and his huge hands are described as paws. Thirdly crooks is the only black person in the ranch it makes him an out sider.He is the lowest of the lowest and we can see this when Curley’s wife say bad things crooks using her status as a white woman over him. Crooks always left out and woman love to have a friend. These shown when lennie comes into his ranch and let him sit down. He also takes his anger out on lennie by saying George won’t come back. He is trying to make him feel how crooks has been feeling all his life crooks have some dreams but it can’t be really but his dream is to have good family and to have children and his other dream is not racism black and white†¦.Crooks physically disabled . Crooks black stable worker. He is disfigured and is out sider as well as candy. He has a place of his own and stays there by him self .He doesn’t want a company. He also want to part of George and Lennie’ dream. He said that he would work out. He is only new who understands lennie, be sides George, and be friends him. He looks past lennie mental handicap and lennie looks past crook’s physical handicap. Crooks are the black stable hand or buck. He is the only permanent employee at the ranch, since he injured his back in an accident. His back gives him constant pain. He is the only black man around and is made to be isolated by his colour – he can’t go into the bunk-house or socialise with the men. He is always called the ‘nigger’ by the men, which shows how racism is taken for granted. The men don’t mean to insult Crooks every time they call him this, but they never think to use his name All this has made him proud and aloof. He is lonely â€Å"S’pose you didn’t have nobody. S’pose you couldn’t go into the bunk house and play rummy ’cause you were black†¦A guy needs somebody-to be near him†¦.I tell ya a guy gets too lonely an’ he gets sick.† The only time he mixes with the ranch hands socially is when they pitch horseshoes – and then he beats everyone! He has his own room near the stables and has a few possessions. He has books, which show he is intelligent and an old copy of the California Civil Code, which suggests he is concerned about his rights. He has seen many men come and go, all dreaming of buying a piece of land, but is now cynical, as no one has ever achieved it.

The Role of Women in History

Andrew Makarian History 105 – 1002 Essay 2 In the history of western civilization were there any significant changes in the roles of women and in how these were defined? Women: cant live with them. Cant live without them. An old adage that pokes fun, yet is telling in its statement about how men view women. This sense of incompatibility curtails the differential roles men and women have played throughout history. The separation of sexes into distinct roles has inherently made them unequal.In today’s modern society, these deviations have been lessoned, but throughout the course of western development the roles of women have be markedly transformed. Looking back, three distinct points in time mark a transitional shift in female roles: the Code of Hammurabi, Spartan society, and the renaissance revival in education. Beginning in the ancient near east, the earliest accounts of women in society come to us from the Code of Hammurabi. Used as a guideline for society, the code candidly depicts daily life in ancient Babylon, defining among many things the roles of men and women.From the very beginning, the code depicts a very imbalanced view on gender roles; nearly every line in the code begins with â€Å"if a man†¦Ã¢â‚¬  making it painfully clear this code was written for men. The laws did not give credence to women unless addressed under a man: â€Å"if a man’s wife has a finger pointed at her on account of another, but has not been caught lying with him, for her husband’s sake she shall plunge into the sacred river (Beatty, 10). † women are cited inferior to men in their importance, but also their opinion has no real value in social determinations.This subservient role promises no power in ancient society, women found identity through the man they where with. If for any reason †she has not been discrete, has gone out, ruined her house, littered her husband, she shall be drowned (Beatty, 10). † There is absolutely no room for individualism. Women in ancient times where deprived of a real separate role in greater society, they are portrayed basically as extension of their male contemporaries. Although this particular near east culture defined women as patriarchal property, women would see increased development in their social roles as humanity as a whole progressed.From Babylon to Sparta, over a millennium of improvements, the roles of women would see several significant changes. In the classical age, the Spartan city-state grew into a powerful warrior based society in the Peloponnesian. The polis was based on hoplite primacy: Spartan men played the role of warrior. The importance of â€Å"manliness† for men ironically proved pivotal in strengthening women’s roles in society. There was a revolutionary shift in perspective: â€Å"Only Spartan women could rule men† and that was because â€Å"only Spartan women gave birth to real men. † These advancements for women tra nslated into increased opportunities.Spartan women could marry whomever they wanted, Spartan women could ascertain an education, and Spartan women could own land. The development roles in this time period were important for laying the foundations for future progress. Being an influential power, Spartan society expanded throughout the Aegean and spread its beliefs to forthcoming cultures. The likes of Athens, Macedon, and even the Roman Empire would come to acknowledge Spartan advancements in female status. At the height of the roman republic, this influence would translate into upper-class Roman women earning an education and practicing the rhetorical traditions.Such extraordinary advancements would unfortunately curtail the decline of society as a whole, as roles began to backslide into obscurity. Beyond Sparta and after the fall of Rome, western civilization sees a decline in many aspects, including the rights of women. During these dark ages, a shadowy cloud looms over feminine d evelopment. It is not until the renaissance that this haze is cleared away and a return to classical humanism opens the door for empowerment. As society during renaissance period began rediscovering classical thinking, liberal education became available to men and women.An important figure in this educational revival is Laura Cereta. Daughter of an upper-middle-class attorney, Cereta received an education in Latin and developed as a writer and humanist thinker. Her work, â€Å"In Defense of Liberal Education for Women†, had been written to counter growing fears against advancements in rights for women. Cereta attacks the notion that â€Å"extraordinary intellect of the sort one would have thought nature would give†¦ [man]†, was not imparted on to women (Beatty, 309). She defends that â€Å"the philosopher sees with her mind; she furnishes paths with a window of reason through which she can ascend to a state of wareness (Beatty, 309). † This powerful stateme nt is indicative of education women are capable of attaining in this time period. This role of thinker, of philosopher, of humanist had been reserved solely for men for much of western civilization. This shift is another step towards the role of modern women. Beyond education, Cereta work also comments on women in the social order by relating to her contemporaries: â€Å"others love to say cute little things, to hide their feelings behind a mask of tranquility, to indulge in dancing, and lead pet dogs around on a leash (Beatty, 311). This last passage sheds more light on some of the other roles women played during the renaissance. The parallelism from that time period to the modern era is shocking. Had this line been written about women today it would be equally as relevant. As a whole, Laura Cereta’s writing allows an intimate look at women in renaissance society, but more importantly, her work demonstrates a new sense of confidence and destiny not shared by previous women. Throughout the development of western civilization, the roles of women have markedly been transformed.The Code of Hammurabi, Spartan society, and the renaissance revival in education, where just three points that showed this growth. From property to free thinking philosophers, women have held many roles. It is important to consider the progress through the ages, as it is a reflection on society as a whole. References Beatty, J. L. , Johnson, O. A. , Reisbord, J. , & Choudhury , M. (2004). Heritage of western civilization: Ancient Civilizations and the Emergence of the West. (Vol. 1). Upper Saddle River, NJ: Pearson, Prentice Hall.

Transition Plan Essay Example | Topics and Well Written Essays - 750 words

Transition Plan - Essay Example (Mario and Marko, 2001) Transitions in the economic and financial structure in various countries have changed the mindset of many policymakers and forced them to rethink on their decisions. The present credit crunch can be termed as another period of transition wherein most of the nationalized banks in the so called superpower, richest land on earth, United States are tumbling down. The world was not ready for the crisis and hence the present economic turmoil. Schools have an important role to play in the lives of children in regard to their education and skills. The present challenges faced by schools are preparing them for the future studies. Most of the schools don't offer guidance to the students on their future education and career. Schools should take the responsibility of identifying the students' interest of education, subject and field of study and encourage and assist him to achieve his/her goals. Prior to introducing the child to school, it is necessary to assess the child's readiness to start school by looking into various factors such as child's age, maturity, social skills, health and their ability to perform certain tasks individually. (Angela, 2008) This transition could lead to lots of constraints for parents. Therefore, it is necessary to educate the parents first before they bring in their children for admission in pre-school. The parents should be advised to talk with their children about schools which will reduce the fear of entering into a new world. The parents should instructed to attend the orientation session where they can be informed about the curriculum, schedules, extra-curricular activities, etc. (www.indiaparenting.net) Smoother transition of activities Schools have to pen down various measures and steps to ensure that transition in schools do not have harsh impact on students. Transition is planning for one's future after high school while still in high school. The transition from school to work, from secondary to post-secondary education is an arduous task for the students of various categories. The schools must lay down procedures to tackle such issues through early planning, continuous assessment process of interest of students, their goals, work experiences, networking with agency and community personnel and creativity about planning. (www.dpi.state.nd.us) Transition plan should draw all the information relating to all the fields mentioned herein, in order to plan correctly the future of young adults. (www.surreycc.gov.uk) Facilities for stakeholders and their responsibilities The process of transition means leaving the past behind and moving ahead which could be painful at times on any given day. Therefore it has to deal carefully in terms of school so the process does not affect the mindset of children. Children in kindergarten should be assessed on various criterions like physical, emotional, linguistic and cognitive and work according to the requirement laid down in the code of practice. Children should be advised on all the issues of transition by preparing a proper transition plan. Children should be prepared well to take on the forthcoming challenges. In regard to their career, the schools should assess

Effect of Reducing the Production Defective Rugs Assignment

Effect of Reducing the Production Defective Rugs - Assignment Example Also, the president wondered whether the suggested program would have the desired effect of reducing the production of defective rugs. If each employee produced about 20 rugs per month, what statistical technique would you use to help answer these questions To answer these questions, we must create and analyze an appropriate statistical model. This model should give formalized and clear description of studied random processes with the most important factors and probabilistic parameters. First of all, it is necessary to note that the proposed policy has no effect on the quality of manufactured rugs. Indeed, a non-zero () probability of producing defective rugs is caused by the defects, which are due to factors beyond employees' control. Therefore, any stimulation of employees (receiving a citation, providing parties in the honor, getting a half day off, etc.) to make no defective rugs is ineffective because of an absence of real mechanisms for quality control by employees. Let's disclose this proposition. Let the probability of producing defective rug is formed by two additive probabilities, and: Here, the probability is caused by all factors beyond employees' control, e.g. malfunctions of automated equipment facilities. Another probability is caused by factors which can be controlled by employees, e.g. managing errors or keying mistakes when operating non-automatically.

Hobbes and Morality Essay Example | Topics and Well Written Essays - 1000 words

Hobbes and Morality - Essay Example 13, p. 84). The conditions that Hobbes outlined and feared in the state of nature had profound implications for his conceptualization of morality and what defined an individual as an equal to his or her fellow human being both in terms of morality and in rational self-interest. The overriding principle in the state of nature is that man is inherently and perpetually condemned to a fate where his life is subject to a violent and brutish death or injury at the hands of others. Hobbes first defined man as being relatively equal in faculties to one another, in physical and mental abilities, and when there are such advantages of one holds over another in either physical strength or intellectual prowess, the threat of harm is always prevalent, so that any such advantages or disadvantages are not considerable enough to negate such threats of harm. Even if there is a more skilled warrior in the area, he or she is still subject to a violent death insomuch that others could band together to nullify such a threat (Leviathan, ch. 13, p. 82). It is because of this equal threat is how Hobbes is then able to define what his terms of morality are in the state of nature. With an individual existing in the state of nature that is conditionally the state of war with every man against every man, and life al... An individual has the moral authority to kill, maim or otherwise thwart another individual should they be deemed a threat to one's life and being. This also had prolific implications for actions themselves. One's actions to preserve their own well being are either amoral, or completely void of being judged right or wrong, or that such actions are morally defensible because the ultimate value and aim is that one's life ought to be defended at all costs and through any and all means disposable. Hobbes directly wrote, "to this war of every man against every man...is also consequent that nothing can be unjust," (Leviathan, ch. 13, 85). The social contract and civil government Hobbes declared removed man from the state of nature and perpetual warfare into a civil society where the governing authority is charged with the responsibility of the preservation of domestic peace. In exchange for this protection of life, the subjects in this civil society must sacrifice their absolute freedom as they held in the state of nature in order to ensure that the war of every man against every man no longer exists. Hobbes directly argued that "a man be willing, when others are tooto lay down his rights to all things, and would be contented with so much liberty against other men as he would allow other men against himself," (Leviathan, ch. 14, p. 87). The civil society is a voluntary contract where all citizens agree to what they are to compromise in terms of absolute freedom in order to have the right of life protected under a rule of law. Individuals are also equal in this respect that they rationally enter into such a social cont ract voluntarily and willing compromise whatever natural freedoms