Ester Hydrolysis

The Equilibrium Constant of an Ester Hydrolysis Reaction Abstract: The results from this experiment show four different Kc equilibrium constants of: . 1522 for bottle two, . 1853 for bottle three, . 2094 for bottle four, and . 2678 for bottle five. The average Kc value came out to be . 2037 for all four bottles. Purpose: The purpose of this lab is to determine the equilibrium concentrations of an organic acid, an alcohol, an ester, and water in four bottles with varying measurements of each compound in of the four solutions.Once the concentrations are determined, one is then to discover the Kc, equilibrium constant, of those solutions by dividing the concentrations of alcohol and acid by the concentrations of ester and water. Methods/Procedure: First begin by mixing up and standardizing a 500mL solution of NaOH to titrate. For each of the six bottles, measure the directed amounts of ester, water, alcohol, and HCl. The bottles of different solutions will be left to come to equilibrium for two weeks.Once the NaOH is standardized, the solutions in the bottles have come to equilibrium, and a molarity is calculated, use the molarity of NaOH to discover how many mols were used to neutralize the solutions in each bottle. Once all of the calculations are complete, use an ICE chart to discover the mols of ester, water, acid, and alcohol at equilibrium to then calculate the Kc for each bottle. After a Kc has been calculated for all bottles, the last step is to determine an average Kc for all of the solutions. Calculations/Results: Grams of KHP needed: 7mol x 35ml x 1molKHP x 204gKHP1000ml x 1 x 1molNaOH x 1molKHP=5. 00gKHP Grams of NaOH: .7molNaOH x . 500L x 1mol 1L x 1 x 40g~14gNaOH Mass of dish: 1. 80g Mass of bottle 1: 17. 1145g Mass of HCl 1: 4. 8778g Mass of NaOH 14. 0g Mass of bottle 1A: 17. 3521g Mass of HCl 1A: 5. 2319g Mass of dish: 2. 0097g Mass of dish and KHP: 6. 0548g Mass of KHP: 5. 0378g mL of NaOH used to neutralize KHP: 1. 36. 90mL 2. 30. 80mL 3. 36. 40m L g of KHP: 1. 5. 0378g 2. 4. 2074g 3. 4. 9722g Molarity of NaOH: .6690M| 6689M| Avg M: . 6688M NaOH| 5. 0378gKHP x 1molKHP x 1molNaOH x 1 x 1000mL1 x 204. 2g x 1molKHP x 36. 90mL x 1L=. 6686M mL of NaOH used: 1A: 6. 20mL – 24. 90mL = 18. 70mL| 1: 17. 00mL| 2: 60. 54mL| 3: 58. 60mL| 4: 45. 55mL| 5: 40. 75mL| Ethanol: Water:Ethyl Acetate: Density: . 7893g/mL Density: . 9982g/mLDensity: . 9003g/mL Molar Mass: 46. 07g/molMolar Mass: 18. 02g/molMolar Mass: 88. 11g/mol mL of solutions in each bottle: Bottle #| 3M HCl (mL)| H2O (mL)| Ester (mL)| Alcohol (mL)| 1| 5. 00| 5. 00| 0| 0| 1A| 5. 00| 5. 00| 0| 0| 2| 5. 00| 0| 5. 00| 0| 3| 5. 00| 1. 00| 4. 00| 0| 4| 5. 0| 3. 00| 2. 20| 0| 5| 5. 00| 2. 00| 2. 00| 1. 00| Bottles 1 and 1A M HCl: 17. 00mLNaOH x . 6688molNaOH x 1 molHCl x 11 x 1000ml x 1molNaOH x . 005LHCl=2. 27MHCL x . 005L= . 01137molHCl .01251 molHCl Average mol HCl of bottles 1 and 1A: (. 01251mol + . 01137mol)/2 = . 01194molHCl Mol NaOH for bottles 2-5: .6688MNaOH x 1L x 60 . 54mLNaOH1L x 1000mL x 1= . 04049molNaOH .03919molNaOH .03046molNaOH .02725molNaOH Density of HCl: 5. 2319gHCl x 11 x 5. 00mL=1. 046g/mLHCl Grams of HCl and H2O: 1. 046gHCl x 5. 00mLH2O1mL=5. 230gHCl+H20 Grams of HCl: .01194molHCl x 36. 54gHCl1 mol HCl= . 4352gHClGrams of HCl and H2O – Grams of HCl: 5. 230gHCl+H2O – . 4352gHCl = 4. 794gH2O from 5. 00mL of HCl in bottles 1-5 Grams of H2O made + grams H2O given for bottles 2-5: 4. 794gH2O + 0. 00mLH2O x . 9982gH2O/mL = 4. 794gH2O 5. 792gH2O 7. 789gH2O 6. 790gH2O Grams to mols of H2O for bottles 2-5: 4. 794gH2O x 1molH2O1 x 18. 02gH2O= . 2661molH2O .3214molH2O .4322molH2O .3768molH2O Mols of ester for bottles 2-5: 5. 00mLester x . 9003gester x 1mol ester1 x 1mL x 88. 11gester= . 05109mols ester .4087mols ester .02248mols ester .02044mols ester Mols of acid for bottles 2-5: 60. 54mLNaOH x 1L x . 688molNaOH x 1molacid1 x 1000mL x 1L x 1molNaOH x 1= . 04049molacid .03919molacid .03046molacid .02725molacid Total mols of acid – mols HCl for bottles 2-5: .04049mol total acid – . 01194mol HCl = . 02855mol organic acid . 02725mol organic acid . 01852mol organic acid .01531mol organic acid Mols of alcohol for bottle 5: 1. 00mLalcohol x . 7893galcohol x 1 mol alcohol1 x 1mL x 46. 07galcohol= . 01713mol alcohol Ice Charts for bottles 2-5: ESTER (mol)| WATER (mol)| ACID (mol)| ALCOHOL (mol)| I: . 05109| . 2661| 0| 0| C: -. 2855| -. 02855| -. 02855| -. 02855| E: . 02254| . 2376| . 02855| . 02855| ESTER (mol)| WATER (mol)| ACID (mol)| ALCOHOL (mol)| I: . 04087| . 3214| 0| 0| C: -. 02725| -. 02725| -. 02725| -. 02725| E: . 01362| . 2942| . 02725| . 02725| ESTER (mol)| WATER (mol)| ACID (mol)| ALCOHOL (mol)| I: . 02248| . 4322| 0| 0| C: -. 01852| -. 01852| -. 01852| -. 01852| E: . 00396| . 4137| . 01852| . 01852| ESTER (mol)| WATER (mol)| ACID (mol)| ALCOHOL (mol)| I: . 02044| . 3768| 0| . 01713| C:-. 01531| -. 01531| -. 01531| . 01531| E: . 00513| . 3615| . 01531| . 03244| Kc for bottles 2-5: Kc=. 0 2855[. 02855]. 0254[. 376]= . 1522 .1853 .2094 .2678 Avg Kc: .1522 + . 1853 +. 2094 + . 2678 = . 8147 .8147/4 = . 2037 Discussion: A known error in this experiment with this data is the mass of hydrochloric acid measured for bottle 1. The mass was below 5 grams (4. 8778g) which threw the calculations off. To compensate for the poor data, an average of the two masses of hydrochloric acid was taken, and then the number of moles was found to get a better approximation of what the number of moles should be. Another possible error in this experiment was not having adequate time for the solutions to equilibrium completely.If the solutions had not fully reached equilibrium the equilibrium constant would be off for whichever solutions, if not all, that had not come to equilibrium. The Kc values were all approximately one tenth off of each other. In theory, the Kc values should all be the same which indicates that there is a high probability that the solutions had not fully reached equilibri um. In conclusion, the results would have been closer and more exact had the solutions had more time to come to equilibrium as well as if the mass of hydrochloric acid was closer to where it should have been.

Major Aspects if the Marketing Plan

This three year marketing plan has been formulated to curb the negative effects on the perception about the McDonald’s Corporation of the larger community. Further, it is the intent behind the formulation of this plan to make positive use of all the negative publicity targeted towards McDonald’s by criticisms such as those raised by the documentary film â€Å"Super Size Me† and the book and film of the same title, â€Å"Fast Food Nation†, as publicity although negative brings with it the focus and spotlight of the media on the company and any efforts on the part of the Corporation to resurface as an advocate of healthy living will be publicized with as much fervor by the various media. The plan involves an operational as well as marketing shift in focus towards a more healthy life and a balanced diet while promoting healthy habits such as working out as well as encouraging the youngsters of the country to pursue higher education and save money for college. Major Aspects if the Marketing Plan This plan is spread over a time span of three years, outlining the product, pricing, distribution and promotion strategies to be implemented and executed during this time. The plan takes into consideration that while the McDonald’s brand image is one of its greatest strengths, this strength is slowly waning away under the intense scrutiny and attention of the media towards the various criticisms launched against McDonald’s and thus it proposes a revitalization of the McDonald’s philosophy so as to focus on the youth and value a healthy lifestyle, healthy eating habits, smart choices and education. The plan also outline the structural issues that may arise during its implementation and execution, tactical initiatives to turn strategy into action and methods, means and measures for the evaluation and control of the marketing effort through regular marketing audits. The concentration on targeting the marketing efforts towards youngsters will mean a shift from marketing efforts targeted towards children in order to get to their parents’ pockets. This will also mean that the primary target market then will be between the ages of 18 and 35, whereas the secondary market will include other age groups as well. Situation Analysis Analysis of Internal Environment Since it is the world’s top fast food company in terms of sales, it is hard to believe that McDonald’s has only recently recovered from a severe and persistent downturn in sales. CEO Jim Skinner’s strategy for bringing the fast food giant back on its feet has been based largely on improving the quality of food instead of expanding rapidly and increasing the number of locations where McDonald’s is available. Furthermore, out of a total of almost 31, 000 restaurants in around 120 countries worldwide, 75% are being run by franchisees rather then by the corporation itself. In addition to improving food quality through upgrading of facilities, the McDonald’s Corporation has also been consciously attempting to decrease the number of company run outlets, with the plan of transferring ownership of 2300 locations to licensees by the year 2008. (McDonald’s Corporation Company Profile) Analysis of Customer Environment â€Å"With the successful expansion of McDonald's into many international markets, the company has become a symbol of globalization and the spread of the American way of life† (Wikipedia). The ‘American way of life’ is fast paced, always on the go, technology driven and consistently changing; with divorce rates increasing and the number of single parent families on the rise. The world over, the number of women in the workforce is increasing year by year, contributing to the rise in families with both parents working. â€Å"Fast food restaurants differ from full-service restaurants in that customers generally order and pay before eating† because the typical fast food customer is in a hurry and demands a quick meal. The typical fast food consumer is between he ages of 18 and 35, with no children. (Fast Food and Quickservice Restaurant Industry) Analysis of External Environment According to Hoover’s profile of the Fast Food and Quickservice Restaurant industry, demand in the industry is driven by â€Å"personal income† and â€Å"demographics and â€Å"the profitability of individual companies depends on efficient operations, effective marketing, and the ability to provide fast service†. Also, large companies are at and advantage because they can efficiently reap the benefits of economies of scale, making money out of volume rather then big margins (Fast Food and Quickservice Restaurant Industry). The top competitors for McDonald’s are Burger King, Subway and YUM! Foods (McDonald’s Corporation Company Profile) although â€Å"fullservice restaurants; supermarkets; delis; convenience stores; snack shops (donut or bagel shops); cafeterias† and other companies that offer prepared food are all part of the competition (Fast Food and Quickservice Restaurant Industry). SWOT Analysis Strengths Being a multinational company with operations in over 120 countries of the world, McDonald’s global presence and its sheer size as an organization is a huge strength, enabling it to benefit from economies of scale and profit sanctuaries. Other then that, McDonald’s ability of adaptation to local cultures wherever it appears on the globe has enabled it to expand across borders, countries and continents; a feat made possible by the strategy of operating through franchisees and licensees. The other great strengths of McDonald’s are its brand image, brand equity and expansive financial resources. Weaknesses The one weakness of the McDonald’s Corporation is its inability to adapt to changing tastes. Like most big companies, McDonald’s is to an extent a victim of its own success, a giant that is slow to wake up to problems and challenges. Opportunities The opportunities for McDonald’s as a multinational fast food company lie in developing countries which are home to growing markets of fast food and in developed countries where adults remain largely untapped as a market for fast food. Threats McDonald’s faces the threat of immense competition from its top competitors; Burger King, Subway and YUM! In addition to this, threats are also posed by the issues raised in the book Eric Schlosser titled â€Å"Fast Food Nation†, the movie of the same name and the documentary film â€Å"Super Size Me† by Morgan Spurlock. Schlosser’s book alleges that McDonald’s among other fast food companies â€Å"uses its political influence to increase their own profits at the expense of people's health and the social conditions of its workers† while also questioning McDonald’s practice of advertising tactics which target children. Spurlock’s documentary film, featuring himself as the participant in an experiment where for 30 days, he ate only McDonald’s food raises similar allegations, proclaiming that â€Å"McDonald's food was contributing heavily to the epidemic of obesity in American society, and failing to provide nutritional information about its food for its customers† (Wikipedia) Analysis of the SWOT matrix In light of the SWOT analysis conducted above, it may be concluded that McDonald’s possesses the capability of overcoming the threats posed by negative publicity caused by the films such as â€Å"Fast Food Nation† and â€Å"Super Size Me† and various other social activists because it has access to the financial resources which would be required to curb this negative publicity. The only thing lacking is a specific focus of the management on this issue and its resolution. Developing competitive advantages McDonald’s can develop competitive advantages by becoming a socially responsible and aware organization, especially by actively supporting a cause which cancels or nullifies the impact of the aforementioned negative publicity. It is proposed that McDonald’s concentrate on social responsibility and public relations by supporting a cause which it can internalize into the organization. The proposed cause is the physical and mental well being of youngsters which includes leading healthy lives free from eating disorders such as obesity, anorexia, bulimia etc and a college education. Developing a Strategic Focus To fight the ongoing battle against negative publicity against McDonald’s it is suggested that the McDonald’s Corporation develop a strategic focus on resolving this issue and through this resolution pave the path for future development and growth of the company. It is proposed that McDonald’s create this strategic focus by concentrating marketing efforts towards youngsters between the ages of 18 and 35 rather then the McDonald’s trademark of the use of ‘ester power’ to influence children. Marketing Goals and Objectives Marketing Goals The goal of marketing according to this plan will be to use marketing communications with the intent of converting the negative publicity targeted towards McDonald’s into positive and turn it into an advantage for the company. Marketing Objectives The objective of the marketing campaign will be to nullify the negative perception regarding McDonald’s that it is contributing towards the spreading of the â€Å"epidemic† that is â€Å"obesity† and establish that McDonald’s is a healthy organization which believes in and values physical fitness as well as personal wellbeing and self esteem. Marketing Strategy The marketing strategy throughout the tenure of this plan will be to focus on youngsters and students, seeking to culminate the habit of working out and eating healthy, making smart choices and supporting education of the youth of the world. Primary Target Market The primary target market for McDonald’s is students and youngsters between the ages of 18 and 35. The secondary target market includes people of all ages who are looking for a quick, yet fulfilling meal as well as children who otherwise run away from eating and would rather play in the park then be home at meal times. Product Strategy McDonald’s will offer its usual, popular products that it is known for, however it will start printing nutritional content on the actual packaging of the product in legible font size, black in colour. However, the quantities of the contents will be reconsidered and changed according to the daily requirement of each by the human body to remain fit and healthy. Pricing Strategy McDonald’s will offer student discounts at its outlets for students living away from home, granted on products specially designed for students redeemable on showing student identity cards at the time of purchase. Distribution Strategy Distribution will be carried out in the usual manner through company owned and franchised outlets and kiosks. Integrated Marketing Communication Strategy The integrated marketing communication strategy will involve the extensive use of advertising and public relations to publicize McDonald’s effort of supporting healthy eating habits and making smart choices. Marketing Implementation The marketing strategy outlined above will be implemented through an extensive media, supporting PR plan and a massive revitalizing effort designed to convert the effects of the negative publicity brought on by issues raised in â€Å"Super Size Me† and â€Å"Fast Food Nation† by focusing on students and youngsters. Structural Issues The structural issues that will be faced during the implementation of this marketing plan may include employee resistance, inconsistencies between company run and franchised eateries and slow conversion from the past practices to the ones proposed in this plan. A major structural issue will be faced in shifting the marketing and operational focus on to young adults instead of that which was previously on children through advertising the McDonald’s toys given away with the Happy Meals and the famous Play Places. Tactical Marketing Activities The tactical activities will include a number of youth oriented programs, which will support healthier eating habits for both, those who eat less then is healthy as well as those who eat more then is healthy, smarter choices by young people and assistance with educational endeavours. Jobs at McDonald’s outlets will be publicized to be open for candidates who are studying at school, college and/or wish to save for a college education; nutritional content will be printed on the packaging of products and will de re-proportioned to be aligned with the requirement of a young healthy human body; public service messages regarding eating disorders such as anorexia and obesity will be funded; Club McDonald’s will be founded where youngsters with eating disorders and the will to take control of their situation will be provided with expert counseling, interaction with others youngsters facing similar problems along with the comfort of knowing that they are not alone. Evaluation and Control Since the goals and objectives of this plan focus on dealing with the negative perception regarding McDonald’s caused by such criticisms as posed by media such as â€Å"Super Size Me† and â€Å"Fast Food Nation†, the evaluation and control measures will also focus on measuring the impact of the marketing effort on such perceptions. Formal controls Formal controls will include the establishment of performance targets for each of the tactical initiatives proposed in this plan on regular intervals, ensuring that these targets are met, and if this is not so then ascertaining the reasons for exceeding or failing to meet these targets on the part of those held accountable. Informal controls Informal controls will take the form of feedback forums on the websites for each tactical initiative as well as the reviews of participants/member of Club McDonald’s. Implementation Schedule and Timeline This plan will span over a period of three years, after which the goals and objectives would have been met in the manner that is outlined in this plan. Each initiative will be timed according to the best possible situational conditions which are conducive the successful implementation of the initiative. McDonald’s will resurface as an advocate of healthy living, smart choices and education for all. Marketing Audits During the three year life span of this marketing plan, marketing audits will be conducted at regular intervals, that once after every quarter of a year meaning that there will be a total of 12 marketing audits conducted throughout the 3 year time span of the marketing plan. Bibliography Fast Food and Quickservice Restaurant Industry. Retrieved on Jun 15, 2007 Fast Food Nation. Retrieved on Jun 15, 2007 from: http://en.wikipedia.org/wiki/Fast_Food_Nation McDonald’s. Retrieved on Jun 15, 2007 from: http://en.wikipedia.org/wiki/McDonald%27s McDonald’s Corporation Company Profile. Retrieved on Jun 15, 2007 ; Major Aspects if the Marketing Plan This three year marketing plan has been formulated to curb the negative effects on the perception about the McDonald’s Corporation of the larger community. Further, it is the intent behind the formulation of this plan to make positive use of all the negative publicity targeted towards McDonald’s by criticisms such as those raised by the documentary film â€Å"Super Size Me† and the book and film of the same title, â€Å"Fast Food Nation†, as publicity although negative brings with it the focus and spotlight of the media on the company and any efforts on the part of the Corporation to resurface as an advocate of healthy living will be publicized with as much fervor by the various media. The plan involves an operational as well as marketing shift in focus towards a more healthy life and a balanced diet while promoting healthy habits such as working out as well as encouraging the youngsters of the country to pursue higher education and save money for college. Major Aspects if the Marketing Plan This plan is spread over a time span of three years, outlining the product, pricing, distribution and promotion strategies to be implemented and executed during this time. The plan takes into consideration that while the McDonald’s brand image is one of its greatest strengths, this strength is slowly waning away under the intense scrutiny and attention of the media towards the various criticisms launched against McDonald’s and thus it proposes a revitalization of the McDonald’s philosophy so as to focus on the youth and value a healthy lifestyle, healthy eating habits, smart choices and education. The plan also outline the structural issues that may arise during its implementation and execution, tactical initiatives to turn strategy into action and methods, means and measures for the evaluation and control of the marketing effort through regular marketing audits. The concentration on targeting the marketing efforts towards youngsters will mean a shift from marketing efforts targeted towards children in order to get to their parents’ pockets. This will also mean that the primary target market then will be between the ages of 18 and 35, whereas the secondary market will include other age groups as well. Situation Analysis Analysis of Internal Environment Since it is the world’s top fast food company in terms of sales, it is hard to believe that McDonald’s has only recently recovered from a severe and persistent downturn in sales. CEO Jim Skinner’s strategy for bringing the fast food giant back on its feet has been based largely on improving the quality of food instead of expanding rapidly and increasing the number of locations where McDonald’s is available. Furthermore, out of a total of almost 31, 000 restaurants in around 120 countries worldwide, 75% are being run by franchisees rather then by the corporation itself. In addition to improving food quality through upgrading of facilities, the McDonald’s Corporation has also been consciously attempting to decrease the number of company run outlets, with the plan of transferring ownership of 2300 locations to licensees by the year 2008. (McDonald’s Corporation Company Profile) Analysis of Customer Environment â€Å"With the successful expansion of McDonald's into many international markets, the company has become a symbol of globalization and the spread of the American way of life† (Wikipedia). The ‘American way of life’ is fast paced, always on the go, technology driven and consistently changing; with divorce rates increasing and the number of single parent families on the rise. The world over, the number of women in the workforce is increasing year by year, contributing to the rise in families with both parents working. â€Å"Fast food restaurants differ from full-service restaurants in that customers generally order and pay before eating† because the typical fast food customer is in a hurry and demands a quick meal. The typical fast food consumer is between he ages of 18 and 35, with no children. (Fast Food and Quickservice Restaurant Industry) Analysis of External Environment According to Hoover’s profile of the Fast Food and Quickservice Restaurant industry, demand in the industry is driven by â€Å"personal income† and â€Å"demographics and â€Å"the profitability of individual companies depends on efficient operations, effective marketing, and the ability to provide fast service†. Also, large companies are at and advantage because they can efficiently reap the benefits of economies of scale, making money out of volume rather then big margins (Fast Food and Quickservice Restaurant Industry). The top competitors for McDonald’s are Burger King, Subway and YUM! Foods (McDonald’s Corporation Company Profile) although â€Å"fullservice restaurants; supermarkets; delis; convenience stores; snack shops (donut or bagel shops); cafeterias† and other companies that offer prepared food are all part of the competition (Fast Food and Quickservice Restaurant Industry). SWOT Analysis Strengths Being a multinational company with operations in over 120 countries of the world, McDonald’s global presence and its sheer size as an organization is a huge strength, enabling it to benefit from economies of scale and profit sanctuaries. Other then that, McDonald’s ability of adaptation to local cultures wherever it appears on the globe has enabled it to expand across borders, countries and continents; a feat made possible by the strategy of operating through franchisees and licensees. The other great strengths of McDonald’s are its brand image, brand equity and expansive financial resources. Weaknesses The one weakness of the McDonald’s Corporation is its inability to adapt to changing tastes. Like most big companies, McDonald’s is to an extent a victim of its own success, a giant that is slow to wake up to problems and challenges. Opportunities The opportunities for McDonald’s as a multinational fast food company lie in developing countries which are home to growing markets of fast food and in developed countries where adults remain largely untapped as a market for fast food. Threats McDonald’s faces the threat of immense competition from its top competitors; Burger King, Subway and YUM! In addition to this, threats are also posed by the issues raised in the book Eric Schlosser titled â€Å"Fast Food Nation†, the movie of the same name and the documentary film â€Å"Super Size Me† by Morgan Spurlock. Schlosser’s book alleges that McDonald’s among other fast food companies â€Å"uses its political influence to increase their own profits at the expense of people's health and the social conditions of its workers† while also questioning McDonald’s practice of advertising tactics which target children. Spurlock’s documentary film, featuring himself as the participant in an experiment where for 30 days, he ate only McDonald’s food raises similar allegations, proclaiming that â€Å"McDonald's food was contributing heavily to the epidemic of obesity in American society, and failing to provide nutritional information about its food for its customers† (Wikipedia) Analysis of the SWOT matrix In light of the SWOT analysis conducted above, it may be concluded that McDonald’s possesses the capability of overcoming the threats posed by negative publicity caused by the films such as â€Å"Fast Food Nation† and â€Å"Super Size Me† and various other social activists because it has access to the financial resources which would be required to curb this negative publicity. The only thing lacking is a specific focus of the management on this issue and its resolution. Developing competitive advantages McDonald’s can develop competitive advantages by becoming a socially responsible and aware organization, especially by actively supporting a cause which cancels or nullifies the impact of the aforementioned negative publicity. It is proposed that McDonald’s concentrate on social responsibility and public relations by supporting a cause which it can internalize into the organization. The proposed cause is the physical and mental well being of youngsters which includes leading healthy lives free from eating disorders such as obesity, anorexia, bulimia etc and a college education. Developing a Strategic Focus To fight the ongoing battle against negative publicity against McDonald’s it is suggested that the McDonald’s Corporation develop a strategic focus on resolving this issue and through this resolution pave the path for future development and growth of the company. It is proposed that McDonald’s create this strategic focus by concentrating marketing efforts towards youngsters between the ages of 18 and 35 rather then the McDonald’s trademark of the use of ‘ester power’ to influence children. Marketing Goals and Objectives Marketing Goals The goal of marketing according to this plan will be to use marketing communications with the intent of converting the negative publicity targeted towards McDonald’s into positive and turn it into an advantage for the company. Marketing Objectives The objective of the marketing campaign will be to nullify the negative perception regarding McDonald’s that it is contributing towards the spreading of the â€Å"epidemic† that is â€Å"obesity† and establish that McDonald’s is a healthy organization which believes in and values physical fitness as well as personal wellbeing and self esteem. Marketing Strategy The marketing strategy throughout the tenure of this plan will be to focus on youngsters and students, seeking to culminate the habit of working out and eating healthy, making smart choices and supporting education of the youth of the world. Primary Target Market The primary target market for McDonald’s is students and youngsters between the ages of 18 and 35. The secondary target market includes people of all ages who are looking for a quick, yet fulfilling meal as well as children who otherwise run away from eating and would rather play in the park then be home at meal times. Product Strategy McDonald’s will offer its usual, popular products that it is known for, however it will start printing nutritional content on the actual packaging of the product in legible font size, black in colour. However, the quantities of the contents will be reconsidered and changed according to the daily requirement of each by the human body to remain fit and healthy. Pricing Strategy McDonald’s will offer student discounts at its outlets for students living away from home, granted on products specially designed for students redeemable on showing student identity cards at the time of purchase. Distribution Strategy Distribution will be carried out in the usual manner through company owned and franchised outlets and kiosks. Integrated Marketing Communication Strategy The integrated marketing communication strategy will involve the extensive use of advertising and public relations to publicize McDonald’s effort of supporting healthy eating habits and making smart choices. Marketing Implementation The marketing strategy outlined above will be implemented through an extensive media, supporting PR plan and a massive revitalizing effort designed to convert the effects of the negative publicity brought on by issues raised in â€Å"Super Size Me† and â€Å"Fast Food Nation† by focusing on students and youngsters. Structural Issues The structural issues that will be faced during the implementation of this marketing plan may include employee resistance, inconsistencies between company run and franchised eateries and slow conversion from the past practices to the ones proposed in this plan. A major structural issue will be faced in shifting the marketing and operational focus on to young adults instead of that which was previously on children through advertising the McDonald’s toys given away with the Happy Meals and the famous Play Places. Tactical Marketing Activities The tactical activities will include a number of youth oriented programs, which will support healthier eating habits for both, those who eat less then is healthy as well as those who eat more then is healthy, smarter choices by young people and assistance with educational endeavours. Jobs at McDonald’s outlets will be publicized to be open for candidates who are studying at school, college and/or wish to save for a college education; nutritional content will be printed on the packaging of products and will de re-proportioned to be aligned with the requirement of a young healthy human body; public service messages regarding eating disorders such as anorexia and obesity will be funded; Club McDonald’s will be founded where youngsters with eating disorders and the will to take control of their situation will be provided with expert counseling, interaction with others youngsters facing similar problems along with the comfort of knowing that they are not alone. Evaluation and Control Since the goals and objectives of this plan focus on dealing with the negative perception regarding McDonald’s caused by such criticisms as posed by media such as â€Å"Super Size Me† and â€Å"Fast Food Nation†, the evaluation and control measures will also focus on measuring the impact of the marketing effort on such perceptions. Formal controls Formal controls will include the establishment of performance targets for each of the tactical initiatives proposed in this plan on regular intervals, ensuring that these targets are met, and if this is not so then ascertaining the reasons for exceeding or failing to meet these targets on the part of those held accountable. Informal controls Informal controls will take the form of feedback forums on the websites for each tactical initiative as well as the reviews of participants/member of Club McDonald’s. Implementation Schedule and Timeline This plan will span over a period of three years, after which the goals and objectives would have been met in the manner that is outlined in this plan. Each initiative will be timed according to the best possible situational conditions which are conducive the successful implementation of the initiative. McDonald’s will resurface as an advocate of healthy living, smart choices and education for all. Marketing Audits During the three year life span of this marketing plan, marketing audits will be conducted at regular intervals, that once after every quarter of a year meaning that there will be a total of 12 marketing audits conducted throughout the 3 year time span of the marketing plan. Bibliography Fast Food and Quickservice Restaurant Industry. Retrieved on Jun 15, 2007 Fast Food Nation. Retrieved on Jun 15, 2007 from: http://en.wikipedia.org/wiki/Fast_Food_Nation McDonald’s. Retrieved on Jun 15, 2007 from: http://en.wikipedia.org/wiki/McDonald%27s McDonald’s Corporation Company Profile. Retrieved on Jun 15, 2007 ; Major Aspects if the Marketing Plan This three year marketing plan has been formulated to curb the negative effects on the perception about the McDonald’s Corporation of the larger community. Further, it is the intent behind the formulation of this plan to make positive use of all the negative publicity targeted towards McDonald’s by criticisms such as those raised by the documentary film â€Å"Super Size Me† and the book and film of the same title, â€Å"Fast Food Nation†, as publicity although negative brings with it the focus and spotlight of the media on the company and any efforts on the part of the Corporation to resurface as an advocate of healthy living will be publicized with as much fervor by the various media. The plan involves an operational as well as marketing shift in focus towards a more healthy life and a balanced diet while promoting healthy habits such as working out as well as encouraging the youngsters of the country to pursue higher education and save money for college. Major Aspects if the Marketing Plan This plan is spread over a time span of three years, outlining the product, pricing, distribution and promotion strategies to be implemented and executed during this time. The plan takes into consideration that while the McDonald’s brand image is one of its greatest strengths, this strength is slowly waning away under the intense scrutiny and attention of the media towards the various criticisms launched against McDonald’s and thus it proposes a revitalization of the McDonald’s philosophy so as to focus on the youth and value a healthy lifestyle, healthy eating habits, smart choices and education. The plan also outline the structural issues that may arise during its implementation and execution, tactical initiatives to turn strategy into action and methods, means and measures for the evaluation and control of the marketing effort through regular marketing audits. The concentration on targeting the marketing efforts towards youngsters will mean a shift from marketing efforts targeted towards children in order to get to their parents’ pockets. This will also mean that the primary target market then will be between the ages of 18 and 35, whereas the secondary market will include other age groups as well. Situation Analysis Analysis of Internal Environment Since it is the world’s top fast food company in terms of sales, it is hard to believe that McDonald’s has only recently recovered from a severe and persistent downturn in sales. CEO Jim Skinner’s strategy for bringing the fast food giant back on its feet has been based largely on improving the quality of food instead of expanding rapidly and increasing the number of locations where McDonald’s is available. Furthermore, out of a total of almost 31, 000 restaurants in around 120 countries worldwide, 75% are being run by franchisees rather then by the corporation itself. In addition to improving food quality through upgrading of facilities, the McDonald’s Corporation has also been consciously attempting to decrease the number of company run outlets, with the plan of transferring ownership of 2300 locations to licensees by the year 2008. (McDonald’s Corporation Company Profile) Analysis of Customer Environment â€Å"With the successful expansion of McDonald's into many international markets, the company has become a symbol of globalization and the spread of the American way of life† (Wikipedia). The ‘American way of life’ is fast paced, always on the go, technology driven and consistently changing; with divorce rates increasing and the number of single parent families on the rise. The world over, the number of women in the workforce is increasing year by year, contributing to the rise in families with both parents working. â€Å"Fast food restaurants differ from full-service restaurants in that customers generally order and pay before eating† because the typical fast food customer is in a hurry and demands a quick meal. The typical fast food consumer is between he ages of 18 and 35, with no children. (Fast Food and Quickservice Restaurant Industry) Analysis of External Environment According to Hoover’s profile of the Fast Food and Quickservice Restaurant industry, demand in the industry is driven by â€Å"personal income† and â€Å"demographics and â€Å"the profitability of individual companies depends on efficient operations, effective marketing, and the ability to provide fast service†. Also, large companies are at and advantage because they can efficiently reap the benefits of economies of scale, making money out of volume rather then big margins (Fast Food and Quickservice Restaurant Industry). The top competitors for McDonald’s are Burger King, Subway and YUM! Foods (McDonald’s Corporation Company Profile) although â€Å"fullservice restaurants; supermarkets; delis; convenience stores; snack shops (donut or bagel shops); cafeterias† and other companies that offer prepared food are all part of the competition (Fast Food and Quickservice Restaurant Industry). SWOT Analysis Strengths Being a multinational company with operations in over 120 countries of the world, McDonald’s global presence and its sheer size as an organization is a huge strength, enabling it to benefit from economies of scale and profit sanctuaries. Other then that, McDonald’s ability of adaptation to local cultures wherever it appears on the globe has enabled it to expand across borders, countries and continents; a feat made possible by the strategy of operating through franchisees and licensees. The other great strengths of McDonald’s are its brand image, brand equity and expansive financial resources. Weaknesses The one weakness of the McDonald’s Corporation is its inability to adapt to changing tastes. Like most big companies, McDonald’s is to an extent a victim of its own success, a giant that is slow to wake up to problems and challenges. Opportunities The opportunities for McDonald’s as a multinational fast food company lie in developing countries which are home to growing markets of fast food and in developed countries where adults remain largely untapped as a market for fast food. Threats McDonald’s faces the threat of immense competition from its top competitors; Burger King, Subway and YUM! In addition to this, threats are also posed by the issues raised in the book Eric Schlosser titled â€Å"Fast Food Nation†, the movie of the same name and the documentary film â€Å"Super Size Me† by Morgan Spurlock. Schlosser’s book alleges that McDonald’s among other fast food companies â€Å"uses its political influence to increase their own profits at the expense of people's health and the social conditions of its workers† while also questioning McDonald’s practice of advertising tactics which target children. Spurlock’s documentary film, featuring himself as the participant in an experiment where for 30 days, he ate only McDonald’s food raises similar allegations, proclaiming that â€Å"McDonald's food was contributing heavily to the epidemic of obesity in American society, and failing to provide nutritional information about its food for its customers† (Wikipedia) Analysis of the SWOT matrix In light of the SWOT analysis conducted above, it may be concluded that McDonald’s possesses the capability of overcoming the threats posed by negative publicity caused by the films such as â€Å"Fast Food Nation† and â€Å"Super Size Me† and various other social activists because it has access to the financial resources which would be required to curb this negative publicity. The only thing lacking is a specific focus of the management on this issue and its resolution. Developing competitive advantages McDonald’s can develop competitive advantages by becoming a socially responsible and aware organization, especially by actively supporting a cause which cancels or nullifies the impact of the aforementioned negative publicity. It is proposed that McDonald’s concentrate on social responsibility and public relations by supporting a cause which it can internalize into the organization. The proposed cause is the physical and mental well being of youngsters which includes leading healthy lives free from eating disorders such as obesity, anorexia, bulimia etc and a college education. Developing a Strategic Focus To fight the ongoing battle against negative publicity against McDonald’s it is suggested that the McDonald’s Corporation develop a strategic focus on resolving this issue and through this resolution pave the path for future development and growth of the company. It is proposed that McDonald’s create this strategic focus by concentrating marketing efforts towards youngsters between the ages of 18 and 35 rather then the McDonald’s trademark of the use of ‘ester power’ to influence children. Marketing Goals and Objectives Marketing Goals The goal of marketing according to this plan will be to use marketing communications with the intent of converting the negative publicity targeted towards McDonald’s into positive and turn it into an advantage for the company. Marketing Objectives The objective of the marketing campaign will be to nullify the negative perception regarding McDonald’s that it is contributing towards the spreading of the â€Å"epidemic† that is â€Å"obesity† and establish that McDonald’s is a healthy organization which believes in and values physical fitness as well as personal wellbeing and self esteem. Marketing Strategy The marketing strategy throughout the tenure of this plan will be to focus on youngsters and students, seeking to culminate the habit of working out and eating healthy, making smart choices and supporting education of the youth of the world. Primary Target Market The primary target market for McDonald’s is students and youngsters between the ages of 18 and 35. The secondary target market includes people of all ages who are looking for a quick, yet fulfilling meal as well as children who otherwise run away from eating and would rather play in the park then be home at meal times. Product Strategy McDonald’s will offer its usual, popular products that it is known for, however it will start printing nutritional content on the actual packaging of the product in legible font size, black in colour. However, the quantities of the contents will be reconsidered and changed according to the daily requirement of each by the human body to remain fit and healthy. Pricing Strategy McDonald’s will offer student discounts at its outlets for students living away from home, granted on products specially designed for students redeemable on showing student identity cards at the time of purchase. Distribution Strategy Distribution will be carried out in the usual manner through company owned and franchised outlets and kiosks. Integrated Marketing Communication Strategy The integrated marketing communication strategy will involve the extensive use of advertising and public relations to publicize McDonald’s effort of supporting healthy eating habits and making smart choices. Marketing Implementation The marketing strategy outlined above will be implemented through an extensive media, supporting PR plan and a massive revitalizing effort designed to convert the effects of the negative publicity brought on by issues raised in â€Å"Super Size Me† and â€Å"Fast Food Nation† by focusing on students and youngsters. Structural Issues The structural issues that will be faced during the implementation of this marketing plan may include employee resistance, inconsistencies between company run and franchised eateries and slow conversion from the past practices to the ones proposed in this plan. A major structural issue will be faced in shifting the marketing and operational focus on to young adults instead of that which was previously on children through advertising the McDonald’s toys given away with the Happy Meals and the famous Play Places. Tactical Marketing Activities The tactical activities will include a number of youth oriented programs, which will support healthier eating habits for both, those who eat less then is healthy as well as those who eat more then is healthy, smarter choices by young people and assistance with educational endeavours. Jobs at McDonald’s outlets will be publicized to be open for candidates who are studying at school, college and/or wish to save for a college education; nutritional content will be printed on the packaging of products and will de re-proportioned to be aligned with the requirement of a young healthy human body; public service messages regarding eating disorders such as anorexia and obesity will be funded; Club McDonald’s will be founded where youngsters with eating disorders and the will to take control of their situation will be provided with expert counseling, interaction with others youngsters facing similar problems along with the comfort of knowing that they are not alone. Evaluation and Control Since the goals and objectives of this plan focus on dealing with the negative perception regarding McDonald’s caused by such criticisms as posed by media such as â€Å"Super Size Me† and â€Å"Fast Food Nation†, the evaluation and control measures will also focus on measuring the impact of the marketing effort on such perceptions. Formal controls Formal controls will include the establishment of performance targets for each of the tactical initiatives proposed in this plan on regular intervals, ensuring that these targets are met, and if this is not so then ascertaining the reasons for exceeding or failing to meet these targets on the part of those held accountable. Informal controls Informal controls will take the form of feedback forums on the websites for each tactical initiative as well as the reviews of participants/member of Club McDonald’s. Implementation Schedule and Timeline This plan will span over a period of three years, after which the goals and objectives would have been met in the manner that is outlined in this plan. Each initiative will be timed according to the best possible situational conditions which are conducive the successful implementation of the initiative. McDonald’s will resurface as an advocate of healthy living, smart choices and education for all. Marketing Audits During the three year life span of this marketing plan, marketing audits will be conducted at regular intervals, that once after every quarter of a year meaning that there will be a total of 12 marketing audits conducted throughout the 3 year time span of the marketing plan. Bibliography Fast Food and Quickservice Restaurant Industry. Retrieved on Jun 15, 2007 Fast Food Nation. Retrieved on Jun 15, 2007 from: http://en.wikipedia.org/wiki/Fast_Food_Nation McDonald’s. Retrieved on Jun 15, 2007 from: http://en.wikipedia.org/wiki/McDonald%27s McDonald’s Corporation Company Profile. Retrieved on Jun 15, 2007 ;

Enterprise Resource Planning Essay Example | Topics and Well Written Essays - 250 words

Enterprise Resource Planning - Essay Example Although the concepts and intricate details discussed under Materials Requirements Planning (MRP) and Capacity Requirements Planning (CRP) are equally crucial in ensuring that the operations of an organization are managed at the most cost efficient manner, the last three concepts identified in the chapter were deemed more challenging because these software programs solicit relevant data and information that affect an organization’s operations both from internal and external sources. ERP, for instance, was revealed to organize and manage the organization’s processes through the sharing of relevant and crucial information across functional areas (Russell and Taylor, 2009, 668). CRM, on the other hand, is an application of ERP that focuses on customer interaction thereby require expertise and professionalism in managing clientele. This is most challenging because when customers are taken into consideration, there is a need to closely evaluate the profile of the organizatio n’s clients including needs, purchase behavior, buying capacities, among others. There is no exact and constant customer profile as this element changes over time depending on other external factors in the environment that influence it (including the economic status, competition, the 4Ps).

Consumer affected by marketing Assignment Example | Topics and Well Written Essays - 1750 words

Consumer affected by marketing - Assignment Example Moreover, several studies have shown that technology plays a vital role in making a company cost effective as well as meeting the growing demand of consumers. Nowadays, technology is vastly used in marketing campaigns of companies and deeply impacts the consumers as well. With the emergence and development of internet, marketers started to use it as a platform of promoting their products and services. Regarding, this context social media has been a key tool for the business houses. In the last few decades, there has been a surge in the implementation of e-commerce applications and few researchers deem that the cause of increased usage of e-commerce is the ongoing trends. This study aims to analyze the impact of social media marketing on the purchase behavior of the consumers. The study will mainly rely on the secondary sources of information and will also consider the previous research papers about the subject of concern. Lastly, on the basis of the findings from the analysis, the st udy will recommend few techniques to the companies regarding how they can improve their social media marketing campaign. Discussion and Analysis Consumer Buying Process The consumer buying process is described through 5 different stages namely problem recognition, information search, evaluation, purchase decision and lastly post purchase behavior. (Source: Kotler and Keller 15-25) Among the aforementioned stages, the role of marketers is crucial during the information search and evaluation phase. In these two stages, consumers generally go through a series of assessments so as to ultimately reach a decision. Kotler and Keller (15-25) in this regards have accentuated that during the evaluation phase, a consumer forms preferences among the brands. The preference of a brand is as a result of the evaluation of the information. A consumer generally starts with exploration of different products and therefore a product with high visibility gets more inclination. According to Kotler and Kel ler (17-26) a consumer is undoubtedly influenced by the â€Å"infomediaries† often regarded as the intermediaries, who publishes the evaluation of products through tabular comparison. For example, studies have shown that reviews on the websites such as blogs, tweets, bulletin boards etc., highly influence the consumer purchase decision. Once the assessments of the alternative choices are made, consumers try to formulate a belief about the alternatives that guides their intention, attitude and finally their selection among the alternatives. (Source: Weber 2- 18) There are certain other factors as well affecting the consumer buying decision, yet attitude about the products and services are dubbed as the powerful predictors of the patterns and processes of the exposure to information. In addition, attitude which is learned through trails and past experience comprises of three elements namely conative, cognitive and affective. Therefore, from an overall point of view it can be sa ted that consumer buying process consists of several steps and a number of factors affects their decision making process. The next section of the study will try to analyze the extent to which social media, a recent buzz for the marketers influences the decision making process of consumers. Social Media Marketing The usage of social media has been increasing at a robust rate. For the marketing professionals, social media generally acts as a tool that is potentially used to create and increase awareness of

Democracy Essay Example | Topics and Well Written Essays - 1500 words

Democracy - Essay Example Mostly the leader is on a self-satisfaction role. Second, an oligarchy which is a form of rule whereby authority is vested to individuals of the same family on the grounds of economic or financial might. Under modern classification there exist a number of different types of regimes as suggested by Tilly (2007). These are: First dictatorship which is a regime under the principle, one country, one state, one ruler. A single individual has all the powers with no other individual or body to challenge his powers. There exists a single political party under such leadership. The merit of such leadership is that decision making process is fast because the stage of consulting is not there or is minimal. The disadvantage is the oppression of people’s opinions and misuse of power by the dictator. Dictatorship is mostly encouraged when there is obsequiousness by the public on a certain leader or ignorance on the part of the electorate on another form of leadership. The electorate should b e sensitized on different leadership styles and many parties should be given a platform for their formation so as to give the public diverse ideologies to choose from. Second, democracy is basically ruled by the people, by the people and for the people. The advantages of such rule are that priority is given to the needs of the people. Leaders are chosen by the people and work on their demands. Many political parties with divergent ideologies strengthen democracy whilst one party system weakens it. The existence of many political parties increases the cost of selling the party's ideology to the people and the election process. Federalism This is basically the principle of giving powers to diverse bodies and such like institutions. These bodies have the capacity to govern independently. The central government strictly deals with authority in security as well as alien policy though these bodies can have worldwide responsibilities. Federalism emerged due to the desire to avoid centraliz ed rule. The scholars associated with federalism pushed for autonomy and diversity in administration, policy making and resource use. They disagreed on the arrangement of having a single unit possessing all this authority. Federalism thus takes away excess powers from a single unit to avoid misuse and inefficiency and distributes it to other units. In most cases this encourages growth. Federalism should be more encouraged especially in states where power seems to be given to a single institution or ruler. Such a situation has made it very easy for there to be a misuse of authority or oppression of the minorities. One of the institutions that could be easily used to allocate powers to different institutions and check these powers is the judiciary. It translates according to the constitution what powers each and every body should posses thus promoting federalism. In most instances parliaments, if given too much power, discourages federalism. This is when it makes bills and without muc h consideration to what the public desires passes this bill into law. Equal Opportunity Equal opportunity means the scraping off of those legislations that would probably bring about discriminations. These might be in the political field, economic or social. In the past political undertakings were strictly reserved for men. They occupied policy-making offices as well as implementation and administration. Women never got the chance to have a say. In a society that has equal chance ideologies; several factors must be visible in the guidelines guiding such equal chance policy. First there must be the range into which policies made pertain to. Second the deeds to be explored must be laid out. Third ways of putting into operation the guidelines as well as those in charge Last

Country Analysis Bangladesh Essay Example | Topics and Well Written Essays - 1000 words

Country Analysis Bangladesh - Essay Example The rural birth rate was higher than birth rates in urban areas; in 1985 there were 36.3 births per 1,000 in the countryside versus 28 per 1,000 in urban areas. The crude death rate per 1,000 people decreased from 40.7 in 1951 to 12 per 1,000 in 1985; the urban crude death rate was 8.3, and the rural crude death rate was 12.9. The infant mortality rate per 1,000 live births was 111.9 in 1985, a distinct improvement from as recently as 1982, when the rate was 121.9. Life expectancy at birth was estimated at 55.1 years in 1986. Men and women have very similar life expectancies at 55.4 and 55, respectively. Population Distribution: In the late 1980s, about 82 percent of the population of Bangladesh (a total of 15.1 million households) resided in rural areas. With the exception of parts of Sylhet and Rangamati regions, where settlements occurred in nucleated or clustered patterns, the villages were scattered collections of homesteads surrounded by trees. Continuous strings of settlements along the roadside were also common in the southeastern part of the country. Until the 1980s, Bangladesh was the most rural nation in South Asia. In 1931 only 27 out of every 1,000 persons were urban dwellers in what is now Bangladesh. In 1931 Bangladesh had fifty towns; by 1951 the country had eighty-nine towns, cities, and municipalities. During the 1980s, industrial development began to have a small effect on urbanization. The 1974 census had put the urban population of Bangladesh at 8.8 percent of the total; by 1988 that proportion had reached 18 percent and was projected to rise to 30 percent by th e year 2000. Figure 1.1 - Bangladesh Population Graph Urbanization: In 1981 only two cities, Dhaka and Chittagong, had more than 1 million residents. Seven other cities--Narayanganj, Khulna, Barisal, Saidpur, Rajshahi, Mymensingh, and Comilla--each had more than 100,000 people. Of all the expanding cities, Dhaka, the national capital and the principal seat of culture, had made the most gains in population, growing from 335,928 in 1951 to 3.4 million in 1981. rank country population 2005 1. China 1,315,844,000 2. India 1,103,371,000 3. USA 298,213,000 4. Indonesia 222,781,000 5. Brazil 186,405,000 6. Pakistan 157,935,000 7. Russia 143,202,000 8. Bangladesh 141,822,000 9. Nigeria 131,530,000 10. Japan 128,085,000 Figure 1.2 - World Population Table RESOURCES Migration: Internal migration indicated several recognizable trends. Because of increasing population pressure, people in the 1980s were moving into areas of relatively light habitation in the Chittagong Hills and in parts of the Sundarbans previously considered marginally habitable. Agrarian distress caused some movement to urban areas, especially Dhaka. Because of the inhospitable urban environment and the lack of jobs, many newcomers returned at least temporarily to their villages, especially during the harvest season. Unemployment, however, was even

Improving Corporate Governance in Saudi Arabia Essay

Improving Corporate Governance in Saudi Arabia - Essay Example The key theme in cooperate governance is the nature and the extent of accountability of individuals in the banking sector, and the tactics they use to suppress principal-agent problem2. Background Information Saudi Arabia is the 2nd largest state in the western Asia in relation to the area. It is also the second largest Arab world after Algeria3. The state has a large economy in reference to other nations in the region with a GDP of over US$450 billion. It has the capability to maintain its economy, with sustained economy4. Saudi’s banks are among the leading banks in the GCC banking sector. Their average annual return is between 14% and 31%. This is as a result of a favorable banking environment prevailing in the region. In the recent years, banks analysts in the regions propose the use of Basel II as it will impact the growth and development of the industry. However, the banking sector has different challenges regarding to governance and transparency. This calls for amendmen ts of the structure of banking governance of the banking sector as this will impact on the growth, and development of the banking industry5. Research question The proposal gives possible solution in Saudi’s banking system, as it has reluctant corporate banking principles. The sector is deteriorating, as a result of reluctance on the part of the law bodies, leading to neglect of some key principles in banking world. This is evident from the fact that board members are engaging in activities, which compromise their role. Shareholders have not been playing their roles because they have been taken up by the management. This calls for change to enhance growth in the sector. Research Objectives The proposal aims at giving suggestions, which will improve corporate banking in Saudi Arabia. This will impact the growth and development of the sector as it will attract investors both locally and internationally. The changes will motivate shareholder as they will trust the board members a nd the management at large. Methodology Corporate governance is an international issue; it calls for ideas from all areas of study. The proposal recommends the incorporation of both qualitative and qualitative research methodologies to enhance the reliability of the results. Detailed research is also significant. Empirical studies will also enhance in designing the most appropriate model of dealing with banking corporate governance in Saudi. Such research includes debates on the same issues in different nations, changes adopted by other nations, as well as, suggestions from bank analysts. Below are some of the areas targets, in the process of changing corporate banking governance. 1. Principles of banking corporate governance It is advisable for the banking sector to adopt the suggestion put forward in the Sarbanes-Oxley Act of 2002-2003 in USA, Cadbury Report of 1992 in UK, and the principles of Corporate Governance of 1998-2004 (OECD). 2. Corporate governance guidance in reference to Asian Policy Brief These are important guidelines put across to ensure that banking in Asia get to another level. It entails different suggestions which will impact on changing corporate governance in Saudi Arabia. 3. Banks’ board and management should perform their duty in relation to their fiduciary duty This entails the duty of care. The board together with the management should ensure that they respect that duty. They should be keen on ensuring

The Ancient Art Analysis Essay Example | Topics and Well Written Essays - 500 words

The Ancient Art Analysis - Essay Example The Indra and Surya are engravings as depicted in this picture. Nonetheless, the two sculptures are a depiction of the final existence and the past lives the Buddhism founder, Siddhartha Gautama. The size of the sculptures is also similar as it ranges from 50 to 200 feet in height. The four-ram Fangzum is a bronze cast sculpture while the Reliquary Buddhist Stupa is cast in gold. The two sculptures have a great significance in the culture of the Chinese and the Indians respectively. These two sculptures depict the respect given to the dead, and especially to sages and religious teachers. However, there is a great difference in the age of their molding with the four-ram fan zun cast in the second Millennium BCE, during the era of the Shang dynasty with the Reliquary Buddhist Stupa cast in the 3rd century CE, which was during the Kushan dynasty. The two sculptures are also a symbol of commemorating significant occurrences in the Chinese and Indian religion. Hence, their main subject or significance is more of spiritual beliefs than political. Their complexity and evident in the way that the bronze is carved into the four-ram Fangzum and the way the pillars erect the Reliquary Buddhist Stupa. This artistic feature is a clear evidence of the prowess and the passion of Chinese and Ancient Indian sculptures of the time. The sculptures also have a gloss finish that clearly distinguishes them from the past sculptures that had a dull finish. The bowl is red and made of earth. The bowl also has designs  of a human head that are  black  in  color  and  imposing  fish designs. The bowl was made for worshiping the ancestors in Ancient China during the Neolithic Period, which was crucial in the Chinese history. Despite the non-development of the potter’s wheel during the time of making the bowl, the bowl is perfectly round with highly polished surfaces. In

Fairtrade achieves better prices, decent working conditions and fair Assignment - 1

Fairtrade achieves better prices, decent working conditions and fair terms of trade for farmers and workers. To what extent do you agree - Assignment Example According to Ronchi (2006) the problems arise from the market failure, failure of demand and supply forces, leading to workers exploitation and unfavorable and unhealthy competition for small scale farmers by the large scale farmers. This business assignment paper entails discussion on Fairtrade, and analysis on how it achieves better prices, decent working conditions and fair terms of trade for farmers and workers. According to Lamb (2008), Fairtrade is concerned with the best recommended prices, favorable working conditions, sustainability in the local areas, and justified as well as effective terms of trade for small scale farmers and workers in the third world countries. Fairtrade gets in the position to address the different injustices evident in the convectional trade by giving the companies a condition of paying prices that are at par with the respective prices at the market (Arnould, Plastina and Ball, 2009). The convectional prices usually discriminates the economically unable and weak farmers, hence Fairtrade comes in to assist them upgrade on their position as well as upgrading their living standards. Fairtrade can as well get said as all the activities involved in the process of giving aid to the upcoming communities of farmers and workers. They get enabled to gain a lot of control over their future as well as taking good care of their surrounding in which the stay and undertake their economic activities in. As discussed above, Fairtrade achieves better trade prices, decent work conditions as well as fair terms of trade for small scale farmers and workers. Agreements have gotten reached upon with some of these achievements of Fairtrade by consideration on a number of the factors that it has underline to aim at achieve, as well as its underlying objectives. They include the following: i) Fairtrade Mark. Fairtrade has sought to improve the lives of small scale

Evaluating Reading Informally Essay Example for Free

Evaluating Reading Informally Essay Informal approaches to the evaluation of literacy have developed in response to the demands for greater accountability and the influence of national, standardized testing. The strength of informal approaches to evaluation is that it provides immediate feedback to both the student and the teacher. The teacher can use a set of assessment tools to measure student learning while the student can receive specific guidance on what to do to improve her/his reading skills. This essay will explore four informal approaches to reading assessment: teacher observation, teacher-student conferences, workbooks and worksheets and reading portfolios. The first approach, teacher observation, is multi-faceted. It builds on the daily interaction between teacher and students. The purpose of the observation is diagnosis. Teachers â€Å"place students in appropriate materials; assess readiness for a given task; determine reading interest, assess attitudes; and make decisions about decoding, comprehension, and study skills (Pikulski and Shanahan, 1982, p. 2). Although McKenna and Stahl (2003) would agree with Pikulski and Shanahan (1982) about the importance of teacher observation, they would disagree about the purpose. McKenna and Stahl (2003) refer to the process of diagnosis as â€Å"The Deficit Model† (p. 2) and what emerges from such a model is terms like â€Å"remediation† and â€Å"remedial reader† (p. 2). Instead McKenna and Stahl (2003) prefer â€Å"A Cognitive Model† (p. 8) where the teacher observes the capacity of students for â€Å"automatic word recognition† (p. 10), â€Å"language comprehension† (p. 15), and â€Å"strategic knowledge† (p. 19). Taking â€Å"automatic word recognition† as one example of how teachers apply their observation skills, teachers examine students’ abilities to predict or judge the appropriateness of a word in a given context, the fluency with which students read aloud passages in class, how quickly and accurately students recognize the most common words in the English language, whether students can use their language skills to decode new, unfamiliar words, and whether students understand the sounds associated with letters and words, not just the contexts. The second informal assessment technique, teacher-student conference, provides an opportunity for the teacher to assess student perceptions of their own progress. Rather than using the conference like a teacher-parent conference where the parents receive updates on the child’s progress, the teacher-student conference provides an opportunity for teachers to understand a student’s reading interests, attitudes towards reading, and the meaning-making strategies a student uses in the process of reading various kinds of materials (Pikulski and Shanahan, 1982, p. 3). Caldwell (2002) identifies three purposes of reading assessment: identify good reader behaviors, determine student reading level, and document student progress (p. 5). Some of what Caldwell (2002) identifies as good reading behaviors can be gauged during teacher-student conferences, especially in how each individual student makes meaning from any given text. Some of Caldwell’s (2002) reader behaviors are to â€Å"connect what they know with the information in the text, determine what is important in the text, recognize the structure of the text, and summarize and reorganize ideas in the text† (p. 8). Standardized tests do not allow students to use their personal backgrounds in interpretive reading, nor does it allow for exploring more than one important idea (the main idea) in a text. By using teacher-student conferences in a way that all students can express themselves, teachers create a space for increased learning. This idea touches on what McKenna and Stahl (2003) call â€Å"The Contextual Approach,† one distinct from a learning style model (p. 3). The third informal reading assessment, workbooks and worksheets, enable teachers to focus on individual students and their needs in practicing a specific skill (Pikulski and Shanahan, 1982, p. 8). The numerous workbooks on the market and worksheets on the internet make this approach a relative quick and time-saving way to assess student learning. None of the informal instructional methods should be used alone and this particular assessment method highlights the danger of approaching one method as a singular way to help students improve their reading skills. Reading instructors want students to not only improve their facility with recognizing and constructing words, sentences, and paragraphs, we also want students to make inferences, ask questions about the implications of a particular way of thinking, and synthesize multiple sources of information on an issue (Caldwell, 2002, p. 8). The ability to perform these latter tasks is consistent with what McKenna and Stahl (2003) describe as strategic reading knowledge (p. 19). Finally, the fourth assessment technique, reading portfolios, enable students to develop an informed perspective about their own reading and writing. Documenting student progress is one of the three reasons for assessing reading (Caldwell, 2002, p. 11). The benefit of this approach as an informal technique is that is shows the student the specific kind of improvement made in any given area. Unlike standardized tests, which compare students to a national norm or a cutoff score (Caldwell, 2002, p. 12-13), records of student progress assess a student’s learning in the area of reading over time. It also provides feedback to the instructor about teaching strengths and weaknesses. Specifically, reading portfolios â€Å"help the student keep track of books read, favorite stories, scores on workbooks/worksheets, or progress in various learning centers† (Pikulski and Shanahan, 1982, p. 8). In summarizing the value of informal reading assessments, Caldwell (2002) states it very succinctly when she says, â€Å"informal instruments are authentic than formal measures. They are similar to the actual task of reading. Reading a passage and retelling its contents are more authentic than reading a short paragraph and answering multiple-choice questions by filling in little bubbles on a scan sheet† (p. 13). The word â€Å"authentic† refers to an assessment’s ability to measure reading. Caldwell (2002) describes the value of informal assessment tools in their ability to mimic the reading process. Informal assessment techniques return control of the learning process to the teachers and students who interact on a daily basis within a classroom. In many ways, they are more important than formal reading assessments because they provide qualitative feedback. References Caldwell, J. S. (2002). Reading assessment: A primer for teachers and tutors. New York: The Guilford Press. Johns, J. L. (1982).The dimensions and uses of informal reading assessment. In J. J. Pikulski and T. Shanahan (Eds. ), Approaches to the informal evaluation of reading. (pp. 1-11). Newark, DE: International Reading Association. McKenna, M. C. , and Stahl, S. A. (2003). Assessment for reading instruction. New York: The Guilford Press. Tierney, R. J. (1991). Portfolio assessment in the reading-writing classroom. Norwood, MA: Christopher-Gordon Publishers. 9 November 2008. http://library. gcu. edu. Yancey, K. B. (1989). Reflection in the writing classroom. Logan, UT: Utah University Press. 9 November 2008. http://library. gcu. edu.

Assessing The Homestay Program In Malaysia

Assessing The Homestay Program In Malaysia Homestay is not a new phenomenon in Malaysia. Homestay has been discovered in early 1970 where a local lady called Mak long who took guests and provide them with food and accommodation within her humble kampong house (Amran,1997). Homestay is a program where tourists stay among local families and experience their actual lifestyle first-hand-how they prepare and eat their meals, go about their work, their leisure activities and much more. There were about 286 houses participating officially in this homestay programme in 1997 throughout the country and the number of homestay has been increased to 2000 homestays in 2011 (Dept. Statistic Malaysia,2011). Homestay program can thus be regarded as a rural-cultural-community-based tourism product. Rural tourism per se may have existed for a long time in Malaysia as quite a number of nature based and culture based tourism products are located in the rural areas. However, it has only received recognition as a tourism product with the launching of the Rural Tourism Master Plan in 2001. A market survey undertaken to formulate the master plan indicated that foreign tourists who came to Malaysia spent 15% of their stay in rural areas. In the eight month to August 2009, there are 102,934 visitors participate in the homestay program nationwide with a turnover of RM6.5 million compare to 57,658 visitors with a turnover of 3.3 million during the same period last year (The Star, 2009). The idea of the homestay program is to accommodate tourists in a village with a local family, thus enabling the tourist to learn about local lifestyle, culture, nature (Louise Gai Hjulmand et al: ARBEC 2003). The core component of the Malaysian homestay programs, which differentiates it with homestay elsewhere, is the element of staying together with host families or adopted families. The guests have the opportunities to interact, gain knowledge, and experience the life style and culture of the host family as well as the local community. This element involves the guests eating, cooking, and engaging in many activities together with their adopted families, thus allowing two parties with different cultural backgrounds to interact and learn from each other. Unlike regular bed and breakfast establishments, the homestay program in Malaysia allows the guests to participate in the hosts daily activities. Indeed, this can be considered as an important strength of this particular product; no other tourism product in Malaysia offers a similar experience of Malaysian rural societies as that offered by the homestay program (Kalsom, 2009). The uniqueness of the Malaysian program is the experiential element with the host families as well as communities. Communities are the basic reason for tourists to travel, to experience the way of life and material products of different communities. Communities also shape the natural and landscapes which many tourists consume (Richards and Hall 2000). The realization that the community itself has become an object of tourism consumption has in turn encouraged some communities to reproduce themselves specifically for tourists. Through homestay program, tourists would be able to experience the daily life of the ordinary people of a community. The homestay program is a non-commercialized entity, as opposed to a hotel, a bed and breakfast, or a homestay run by an individual homeowner in a residential area. Background study The government have given emphatic stress through the ministry of tourism to the homestay program as it is a tourism product. The program having so many potential, a master plan was formulated in 2011 to advance homestay program as a catalyst for rural community development. The number of homestay providers in Malaysia has rising because it has the ability of providing additional income and likewise employment (9th Malaysian plan, 2010). Moreover, the government in their effort in enhancing the homestay program have created websites, where all descriptions, booking details and contact number are been provided. Infrastructural development are also a factor that is been strengthen by government in rural area. They make sure good road are been contractedly, constant electricity supply, provision of clean water supply and upholding the community building. Furthermore in the 9th Malaysia plan, the government put its centre of attention into the development of rural area through the modernization and commercialization of agricultural acivities and creation of new economic activities that must especially through the system of One District One Industry program The guesthouse nowadays, which are called homestays are actually commercial home enterprise (CHE) which is define as a small housing enterprise that are identified as a new hospitality nowadays (Paul A. Lynch, 2005). A commercial home is type of accommodation in which payment is been made by guest to stay in private homes. In most guest houses or private homes, the host or family do not usually live on the property. Likewise there are limitation differentiating open area and closed area in the premises. Some spaces are restricted for visitors because they open to host only. While the real homestay is all about living and learning the local lifestyle in their local residents and their family and most homestay do not have restrictions to visitors, where there are free to move around the house as they please. In the homestay, visitor or tourist will experience the music and cultural activities, historical significance, arts and crafts (MaimumahAbdulRahim, 2009). Due to the misunderstanding between the guest house that is presumed to be home stay and the experiential home stay, it causes a lot of confusion in the mindset of people. Most people or tourist takes the guest house as the home stay, which in turn makes them not to take the real home stay as their first choice of holiday accommodation. The reason that brought about this research is to ensure the clarity between the experiential home stay and the guest house (CHE) called home stay. According to the host of a homestay in Melaka, there is lots of improvement that need to be executed. In other to make the name of the homestay unique and set a good perception and image of the homestay in the tourist mind through consistent theme, otherwise known as branding. This will help to establish a major presence in the market which will at all time attracts and maintain the customers. This wills also broadening the peoples understanding on the difference between the guest house (CHE) and homestay, because of its uniqueness due to branding. The host also pointed out that the marketing effort for the homestay is not enough. This is because most people do not know where homestay accommodation is situated. They have to refer to the web, which in most, cases tends to be tedious and might lead them changing their mind into going for hotel. It might also confuse their perception again on the difference between guest house (CHE) and homestay. So in light of this, the government should upgrade their marketing strategy for the real homestay creating more advertising campaigns through the media such as Television, radio station, newspaper and even roadside advertisement, Likewise in airports, so as to draw the attention of tourist into going for the homestay. Research objective Research shows that there is a growing body of knowledge on homestay, specifically in the area of tourism industry. So the main objective of this study to understands the state of homestay development in Melaka. In order to aim the question and to conduct the objective of the research, an exploratory study is conducted and this will be discussed in chapter 2. Chapter 2: Research Stance Inductive reasoning is logics based on experiences and observation acquired in the real world, in which it makes use of experiences and experiments to arrive at conclusion. The hypothesis of an inductive argument shows some degree of support for the conclusion, but they do not require it. In inductive reasoning, the hypothesis is mostly based on facts and observation. There is also the tendency that that the hypothesis could be true whereas the conclusion is false giving that a logical relationship between hypothesis and conclusion is not necessary. The reasoning through inductive logical argument begins with specific observation, then distinguish patterns and regularities, generate a timid hypothesis which we can explore and finally wind up emerging with some general conclusion. The most common type of inductive reasoning is when we gather evidence of some experimental phenomena, and then make a general conclusion on all such types of phenomena based on collected facts. An example of inductive reasoning through medical science. Scientist in their research discovered that the average human temperature is 98.6 degrees Fahrenheit. A person with 99.3 degrees temperature is considered to be having a fever and is given medication to bring the temperature to normal. This type of reasoning is inductive and obvious, nobody is entirely fit as an average human beign, not in weight, height or the talked about temperature. To make a conclusion that the right temperature of all human race is the same as the average temperature of a sample of individual members is incorrect. The advantage of inductive reasoning is able to asses hypothesis even if information contrary to the hypothesis is observed. It is flexible, more open minded and tentative most especially at the beginning. Inductive reasoning can be probable, believable, reasonable, because it benefit from a wide variety of probability. Moreover inductive reasoning takes place in lots of places, ranging from mere classroom to courtroom and even in the media. It is a reasoning that can start with nothing, and then make some observations which will lead to a conclusion. Inductive reasoning help us in providing new ideas that could increase our knowledge about the world. It helps in dealing with complications, likewise inductive reasoning allow us to deal with concepts with insufficient definition. Inductive reasoning is not the exact opposite to science or reasoning, it is the way science operates and progresses infect. In induction, most of the conclusions are uncertain and this is the disadvantage of induction. Truths and objectivity are been compromised in induction, so the need for the use of evidence arises. False analogy is also a disadvantage during argument from analogy and inductive reasoning cannot be rationally justified, because we rely on assumptions (David Hume). In philosophy, it is been contemplated that the use of inductive reasoning to justify beliefs is reasonable. Experiences gain from previous events or our memories allow us to prepare for the future. Even though the future is not certain through predictions and generalization, we can assume that what will happen tomorrow will most likely be the same as what happened today. We can make generalization based on previous information achieved, but it doesnt necessarily means it has the same amount of certainty as the argument. For example, all human that have been seen had exactly 10 fingers, 5 on each hand, so therefore can conclude that the next human that will see will have 10 fingers too. This conclusion is arrived at due to inductive reasoning and do not have the same certainty as the premises. Some human nay carry a certain gene that when born, may have 12 fingers, 6 fingers on each hand, Although the possibility of that occurring maybe low, but it is possible. So thereby makes the argument invalid. A prediction may turn out to right, but it does not necessarily mean the induction is reliable. There are several type of inductive reasoning, such as inductive generalization, simple induction, statistical syllogism and argument by analogy. Inductive generalization is a reasoning that advances from an argument about a sample to a conclusion about the population. It aims at concluding about events larger than the subdivision which serves as the basis for the induction. In other for this argument to work, there is need for careful collection of information. It is descriptive and exploratory. Simple induction is the induction that continues from an argument about a sample group to an inference about another individual. It is the combination of both generalization and statistical syllogism. Statistical syllogism is the reasoning that argues from generalization to an inference about an individual. It proceed from a generalization to a particular case. Argument by analogy is the argument from analogy is as reasoning in general it is not always in turn of an argument. It is mostly ab out learning or explaining things, description, solving of problems by broadening our thoughts from what that been understand to what that do not been understand. Reasoning by analogy is quite common in humanities, science and philosophy. Deductive reasoning is generally known as formal logic. This involves reasoning from genral argument, which are known or presumed to be true, into a specific and certain conclusion. Avalid argument is when the conclusion is most definitely true provided the theory are true, meaning that the conclusion directly follow the theory. The conclusion arrived atare inevitable, certain and inescapable,. Furthermore the conclusion is contained in the theory. It is a method of acquiring knowledge. A deductive reasoning is determined by its structure of the argument and moreover by the conclusion offered. Reasoning through deductive argument starts with a major hypothesis, and based on those ideas it draws the truth and conclusion about it. Deductive reasoning begins from the more general observations to the more specific. From a topic of interest, a theory is been formulated, then narrowed down to more specific hypothesis that can be tested and then further narrowed down after observation is collected to tackle the hypothesis. In the end, it eventually help us to be able to test the hypothesis with specific data which is a configuration of our original theories. It is considered sound argument if it is valid and its premises are true and it is unsound if it is invalid or it is valid but one premises is wrong at least. Hence, deductive reasoning is the logic used in proving things for certain. It is a formal argument that assumes one or more facts as self-evident, by following strict rules, it arrives at a conclusion. The verification of deductive reasoning conclusion depends on its correctness of the argument and the truth of the hypothesis. The correctness is determined by use of established rules. An example of deductive argument goes as follows: All mangoes are fruits All fruits grow on trees Therefore, all mangoes grow on trees In the above statement, the argument is valid and sound. An argument is correct even if its impossible for its theory to be true while the conclusion is false. Deductive argument can be correct even if the premise is wrong. An example of a correct but unsound argument is: All baseball players eat crab Lamar eats crab Hence, Lamar is a baseball player For this argument, the conclusion may or may not be true due to the premises being wrong, given that all baseball players dont have to eat crab, they can have other things as well. Despite the fact that meet deductive reasoning are based in particular on information and science logic, there are general ones also such as: Members of a family include: Yusuf, Selena, Bella Yusuf is rich Selena is rich Bella is rich Hence, all members of the family are rich Referring to the example above, we can see that deductive reasoning is based on a theory called syllogism. Syllogism is a form of argument that contains three categories. The first categories utter a tentative property that cannot be argued further. The second states that an exact item fits into the category and last step gives a conclusion by applying the deductive reasoning from step one and two. The advantage in deductive reasoning is that the truth it created are absolute. Many of the hypothesis are generally accepted because they are known to be self-evident truths, because they cannot or do not need to be proved. Deductive reasoning draws conclusions from proofs and not by assuming about an already determined clause. It is very valuable skill that helps a student in analyzing literature or even proving a mathematical theorem. Deductive reasoning allows a student to determine the correct answer to a question and moreover deductive reasoning can be taught. The disadvantage in deductive argument is that new facts are not arrived at because the conclusions are already contained in the premises. Before starting a deductive reasoning it must have some truths in hand or else it wont be valid. The most obvious risk in deductive argument is when creating the major premises. The assumption made must be self- evident truths whereby no reasonable person would disagree with it, or an assumption that can be proven through clinical studies and physical observation. There is two type of deductive reasoning, such as traditional deductive reasoning and modern symbolic logic. The traditional deductive reasoning is also known as categorical syllogism, it is a reasoning where facts and information are determined by combining statements. It is an ancient type of deductive reasoning. During ancient times, men usually presented their arguments in syllogism, but soon then they presented their arguments in a more abstract form. An example of lines of reasoning derived from this method is: All men are mortal Socrates is a men Therefore Socrates is mortal Modern symbolic logic is a deductive reasoning that develop to help create a more simple and useful method of translator ordinary arguments into a universal language of symbols. This type of reasoning can analyze longer arguments very quickly and check if it is valid. But this type of reasoning made logical argument mathematical and even made it uglier. In the conclusion, Induction reasoning is generally related to the future. It assemble specific facts and then bring about a general conclusion that assume what will be found in the future while deductive reasoning are generally relate to the past or present. Most likely, the hypothesis are already tested, therefore it draw from general information and then create an exact conclusion which it verifies the past or present. An inductive reasoning needs faith in its conclusion, while deductive reasoning needs faith in its hypothesis. Inductive argument takes events and creates generalization while deductive arguments make conclusion based on generalization. Positivist and anti positivist Positivism is universally known as the philosophy of knowledge and science. The concept asserts that the only true knowledge is that which is found in sense, perception and positive verification. All knowledge arrives from positive facts of experience being observed. It is a philosophy which has a lot of theories for the entire field of theology as well as metaphysics, because they cannot be proving to be true. Positivist theories include the theory of the mind, theory of society, the theory of language and likewise the theory of morality. Antipositivism is also known as the non-positivist or interpretive sociology and is the view in social science that academics must necessarily reject empiricism and the scientific method in the conduct of social theory and research. Antipostivism contend that only through the subjective interpretation of and intervention in reality can that reality be fully understood. The study of phenomena in their natural environment is key to the antiposotism philosophy, together with the Acknowledgement that scientists cannot avoid affecting those phenomena they study. They admit that there may be many interpretations of reality, but maintain that these interpretations are in themselves a part of the scientific knowledge they are pursuing. antipositivism has a tradition that is no less glorious than that of positivism, nor is it shorter. In this research the approach that have been used in carried out the research is the deductive and purely anti positivism. How the research is been conducted and the findings from doing the research will be discussed in the exploratory research section. Exploratory Research In the process of this research, interview from different homestay and guest house that assume to be homestay have been carried out. From the interview found out that homestay faces some problems which might affect its progress and its reputations. This problem is as follows: The government effort toward homestay The Malaysian government makes all effort possible in making the homestay more reliable. They make provision of training for the host on how to manage the homestay. Homestay managers are been send to gain more knowledge on how to make the homestay more efficient. Furthermore, they also provide infrastructural facilities to aid the development of the homestay area. Facilities such as provision of good road networks, clean and portable and standard electricity power supply. All this facilities will boost the image of the homestay to the tourist who might be willing to stay there. The provision of these amenities would not only attract more visitors but it will also make the villagers lifestyle to be improved. The government in its effort also perform safety inspection on each homestay, in other to make sure that it is suitable for tourist. This is to make sure that the environment surrounding the homestay is kept clean and kept safe for the tourist or visitors because a safe environment is a place to be. Moreover, the government have make available homestay information to visiting tourist in the website; in the website include the location of the homestay, contact number of the homestay and also the addresses of the homestay. All of this is provided to make it easier for visitors or tourist to find the homestay area. They will be able to call earlier, even to make a booking or reservation; this will enhance and promote the homestay. Besides of this tremendous effort government should have double up the effort in marketing strategy and aware of the new phenomenon which has spread widely where is a guest house that called homestay. The government should take a wise action on this phenomenon whether to abolish or rename the guest house that assumed to be homestay this is because the reputation of homestay have been down because of the guest house that assume to be homestay. Branding and Marketing An effective brand marketing strategy draw at the heartstring of prospective buyers to evoke an emotional response called loyalty. Consumers buy goods and services, not only because of the quality or ability of a product to perform as promised, but because of emotions products and services evoke. Branding is all about promoting the right perception to a target audience, which will convince that audience of the advertisers promise to bring comfort, safety, security, assurance, a sense of well being, or social acceptance. An advertisers brand is a name, symbol, graphic, or slogan which identifies the goods and services the advertiser sells, while setting them apart from the competition (christianet, 2008). So in light of this, the government should upgrade their marketing strategy for the real homestay creating more advertising campaigns through the media such as Television, radio station, newspaper and even roadside advertisement, Likewise in airports, so as to draw the attention of t ourist into going for the homestay. This is another problem faced by homestay in Melaka. Many homestay do not have even names, not to mention images to identify it. There is no uniqueness for some homestay. Many guest house have overshadowed the homestay. Each homestay should have a unique image or brand, which allows visitors or tourist to be able to determine where they want to stay, the exact homestay they require. Moreover, they should try to improve their marketing strategies. This could be done through advertising and marketing branding. By advertising the homestay, it is likely to bring in more visitors which will enhance the market value. Also by raising brand awareness and driving sales, present the homestay with a more good features, which will give tourists or visitor more urge to visit. Homestay should engage in promotions. Through promotions, more visitors are being worn over. Many guesthouse have overshadowed the homestay. Each homestay should have unique image or brand which allows visitors or tourist to be able to determine where they want to stay, the exact homestay they require. Moreover, they should try to improve their marketing strategies. This could be done through advertising and marketing branding. By advertising the homes, it is likely to bring in more visitors which will enhance the market value. Also by raising brand awareness and driving roles, present the homestay with a more good features, which will give tourist or visitor more urge to visit. Homestays should engage in promotions. Through promotions, more visitors are being worn over. Many tourist or visitors will tend to choose a home offering discounts as it is still a great and lovely home to stay in. Homestay offering promotions to visitors and this will lead to get more attention than others and this will enhance its finance. Commercial Home Enterprise The guesthouse nowadays, which are called homestays are actually commercial home enterprise (CHE) which is define as a small housing enterprise that are identified as a new hospitality nowadays (Paul A. Lynch, 2005). A commercial home is type of accommodation in which payment is been made by guest to stay in private homes. In most guest houses or private homes, the host or family do not usually live on the property. Likewise there are limitation differentiating open area and closed area in the premises. Some spaces are restricted for visitors because they open to host only. While the real homestay is all about living and learning the local lifestyle in their local residents and their family and most homestay do not have restrictions to visitors, where there are free to move around the house as they please. In the homestay, visitor or tourist will experience the music and cultural activities, historical significance, arts and crafts (MaimumahAbdulRahim, 2009). Confusions have always been a very bad omen for anything or to human themselves. In terms of this research, it was noted that many visitors or tourists have always taken the guest house (CHE) to be the homestay. It has reduce the level of visitors which the experiential homestay has get the impact drastically. In dealing with this confusion, it is better to either abolish the confusion guest house or rename it to commercial home enterprise, it completely so as not to cause anymore confusions among the tourist. The perception of tourists or visitors is very important, because when they go for the guest house instead of the homestay and do not get to meet the expectation they wanted, it might damage their perception on the homestay. This really is causing a major upset for homestay host or managers. This confusion also affects the marketing and financial aspects of homestay. So this research deduces that the confusion needs to be deal with. The popularity of homestay also is an aspect that needs to treat. Most homestays are located in rural areas, so it is very hard for urban visitors to know of some homestays, in which they can reside in. It will help the cause of the homestays if it is been popularise in the urban areas as it will enhance the medium at which visitors or tourist visits. The government have given emphatic stress through the ministry of tourism to the homestay program as it is a tourism product. The program having so many potential, a master plan was formulated in 2011 to advance homestay program as a catalyst for rural community development. The number of homestay providers in Malaysia has rising because it has the ability of providing additional income and likewise employment (9th Malaysian plan, 2010) Moreover, the government in their effort in enhancing the homestay program have created websites, where all descriptions, booking details and contact number are been provided. Infrastructural development are also a factor that is been strengthen by government in rural area. They make sure good road are been contractedly, constant electricity supply, provision of clean water supply and upholding the community building. Furthermore in the 9th Malaysia plan, the government put its centre of attention into the development of rural area through the modernization and commercialization of agricultural acivities and creation of new economic activities that must especially through the system of One District One Industry program. The guesthouse nowadays, which are called homestays are actually commercial home enterprise (CHE) which is define as a small housing enterprise that are identified as a new hospitality nowadays (Paul A. Lynch, 2005). A commercial home is type of accommodation in which payment is been made by guest to stay in private homes. In most guest houses or private homes, the host or family do not usually live on the property. Likewise there are limitation differentiating open area and closed area in the premises. Some spaces are restricted for visitors because they open to host only. While the real homestay is all about living and learning the local lifestyle in their local residents and their family and most homestay do not have restrictions to visitors, where there are free to move around the house as they please. In the homestay, visitor or tourist will experience the music and cultural activities, historical significance, arts and crafts (MaimumahAbdulRahim, 2009). Due to the misunderstanding between this two, it causes confusion in the mind set of people on the homestay. Many people or tourist visiting would think take the guest house as the homestay, which makes them not to take homestay as their first choice of holiday accomodation or activities. Chapter 3: Research Methodology 3.1 Introduction A research methodology clarifies what the activity of research is, how to proceed, how to measure progress, and what constitutes success. The main focus on this chapter is to demonstrate what the purpose of the research is, how the questionnaire is designed, in what way the data are collected and which areas are targeted. Analysis of the data is presented to obtain the results for objectives which are stated in chapter one. To this extent, the methodology is described with the objectives of this study, which are again stated: To access the effort of government that can enhance the success of homestay To investigate Malaysians perception on homestay To estimate the level of acceptance of Malaysian and foreign tourist toward homestay Research framework, hypothesis development and research design are presented in section 3.2, 3.3 and 3.4 respectively. The discussion of the research instrument involved is explained in section 3.5. The designing of the questionnaire for collecting data will be explained in section 3.6. Moreover, sampling method, data collection and data analysis method will discuss in this chapter also. 3.2 Research Framework