Arctic Mining Consultants Essay

This particular case looks into how Arctic Mining Consultants’ crew did not effectively do their job in Eagle Lake, Alaska. Tom Parker is a geological field technician and field coordinator for the company. He acted as the project manager on the job near Eagle Lake, Alaska. His crew of field assistants consisted of John Talbot, Greg Boyce, and Brian Millar. Tom had worked with all three field assistants before. Tom has specialized skills in claim staking, line cutting and grid installation, soil sampling, prospecting, and trenching. This particular job involved skating 15 claims, which consist of marking a line with flagging tape and blazes along the perimeter of the claim. A claim post is cut every 500 yards, meaning 60 miles in line total. Tom hoped to complete the job in a week, and offered the field assistants each a $300 bonus if it was completed in time. This would be added to their fairly low daily wages. As the job progressed, tension was thick because the deadline was approaching. The field assistants were working long days, and two of them were continually not meeting Tom’s expectations. Tom particularly took his frustrations out on Millar. Key Issues The field assistants are given little motivation to work hard. They are paid fairly low daily wages and are putting in long days. Tom Parker does not offer positive encouragement either, yelling and making the field assistants feel bad could make them care less about the job. The field assistants are provided meals and accommodations, but even Tom admitted that a lot was expected of them in a short amount of time. Tom Parker is not a good leader. He is the one who does the hiring, training and supervising for all of Arctic Mining Consultants programs. It could be possible he is not properly training field assistants to thoroughly meet his expectations. Tom Parker, on more then one occasion, exploded with anger. He did not coach his team, he just yelled at them. If he was supervising there work on Day 3, he should have communicated with the field assistants and told them how to improve their work then. On Day 6, when the field assistants did show improvement, Parker did not give them any positive reinforcements. Also, even after Paker picked on only Millar for bad performance, he asked him to work for him again. The field assistants seem to have very different capabilities and attitudes. Boyce did not get picked on by Parker, but admitted to Millar that he only worked as hard as he had to. Boyce had the worst results of everyone. Talbot met his quota and stayed to help Boyce meet his. He was a team player. Millar put in more time and effort, by being the first one dropped off Day 6 and 7, last one picked up Day 6 and 7, and not taking lunch Day 5. He worked himself so hard, that he collapsed at dinner, to tired to eat. Define the Problem The key problem in this case is that Tom Parker is not a good leader. He is in charge of hiring, training, and supervising field assistants. Couldn’t the field assistants’ work be reflected on Tom because he did not properly train them? Also, Tom selected the field assistants for this job. He should have known what they were capable of before selecting them. He had worked with al of them before, so he should have had reasonable expectations for each of them. Tom also made a hostile working environment with much stress and little positivity. Alternative Solutions Solution 1: Tom needs to be retained as a project manager. Being a project manager means being a leader. Tom is not a good leader. An effective leader is one who leads by encouraging the employees and making them want to succeed, thereby making the organization meet and exceed its goals over time. (Thakur, 2005). Tom did not handle conflict well; he took his frustrations out on one particular field assistant. Relational leadership is one form of effective leadership. Relational leadership centers around person-to-person relationships. One of the significant components of all relationships is how conflict is handled. (Ferch & Mitchell, 2011). The advantage of retaining Tom to gain leadership skills would be that Tom potentially could more effectively train field assistants and make a better team dynamic. The disadvantage is that Arctic Mining Consultants would have to spend time and money to re train the trainer, Tom. It would be beneficial for him to develop new leadership skills, but it might be difficult not having a project manager. Solution 2: Tom and Arctic Mining Consultants should offer more incentives to his field assistants. It doesn’t even have to be monetary. Offering positive reinforcement for work well done would be beneficial to Tom and his team. â€Å"While money is important to employees, what tends to motivate them to perform – and to perform at higher levels – is the thoughtful, personal kind of recognition that signifies true appreciation for a job well done. (Eastern, 2012). The advantage of this solution would be that employees would feel better about the work they are doing, and feel good hen they excel. Field assistants would be working in a positive environment. The disadvantage would be employees would start to expect positive reinforcements and bonuses, feeling they are entitled to it. Solution 2: Hire new field assistants. Tom could more carefully select his field assistants for a job. He should do more research on candidates’ capabilities and experience if he has high expectations. The advantage of having a different team of field assistants would be that he could filter out those who do not meet expectations before hand. The negative side of hiring new field assistants is the time it would take to evaluate new candidates as field assistants. Selected Solution I believe the first solution would bee best to solve this case. Tom needs to reevaluate his leadership tactics. He does not communicate effectively with his crew. He needs to think of the crew working together like a team, and he is coach. Tom is not being effective by focusing on the negatives; he needs to analyze what is being done wrong, and coach field assistants to correct their problem. Implementation/Recommendations First, Arctic Mining Consultant should have Tom trains another potential project manager that already works for the company. The candidate should undergo some type of leadership training. Then Tom will engage in a leadership-training program. The candidate will be the project manager while Tom is absent. Then, the two project managers, Tom and candidate, will work as a team to direct field assistants. Tom needs a new outlook on his management style. Implementing this plan will help achieve that. This will also help make more effective work teams.

Doing Business in Thailand

Thailand†s booming economy has encouraged me to begin a new business relationship with a highly recognized Thai company. I manufacturer a line of products for the sugar processing industry. I recently signed a one-year contract with Thai Chemiclas and Engineering Co. Ltd., located in Bangkok, to be my exclusive representative in the Thailand area. Thai Chemicals and Engineering will promote my product line and get it into the all the sugar mills in the area. They will purchase two containers per month for which we have negotiated a compatible price. The containers will be shipping out of Savannah, Georgia with a final destination of the port of Bangkok. The shipping terms will be CIF: Bangkok. I decided to use a local company to represent my product line for various reasons. First of all, I need someone that knows the culture and business environment who has an established relationship with other locals. Once my products become known, I would like to establish a! factory in Thailand. Therefore, I found it necessary to gather all the information required to begin a new business in Thailand. Although business can be 100 % owned by foreign investors, some are reserved for 51 % Thai ownership. People of any nationalities can participate in ownership to varying degrees: through sole ownership, a limited companycorporation, an ordinary partnership, a limited partnership, or a branch of a foreign corporation. The Ministry of Commerce's Department of Commercial Registration is directly in charge of company registration. The Stock Exchange of Thailand (SET) is a well-developed financial institution which welcomes foreign investment. Bangkok's modern Don Muang International Airport can easily serve your arrivals or connections. Thailand is equipped with an extensive and ever-developing transport infrastructure and an extensive state-run rail system. There are numerous shipping ports including Bangkok's Klong Toey Port and the Eastern Seaboard's Mab Ta Phut and Laem Chabang deep-sea ports within 200 kilometres of Bangkok. Typical business hours are : for banks and financial institutions, Monday – Friday 9:30 a.m. – 3:30 p.m.; Government offices, Monday -Friday 8:30 a.m. – 4:30 p.m. (closed noon – 1 p.m.); private business, Monday – Friday from 8:30 p.m. – 5:30 p.m. The Royal Thai Government (RTG) has been reducing import duties and trade barriers as part of its obligations as a founding member of the World Trade Organization (WTO) and as a member of the Association of South East Asian Nations' (ASEAN) Free Trade Area (AFTA). A Factory Establishment Licence must be obtained from the Ministry of Industry. Fees depend on machinery power rating and the number of employees. Arbitrary customs valuation procedures constitute another barrier to U.S. exports. The Thai Customs Department may use as a check price the highest previously invoiced price of a product imported from any given country and may disregard actual invoiced values in favor of the check price for assessment purposes. On June 6, 1995, the Thai Cabinet approved a policy to require, on a case by case basis, countertrade on government procurement contracts valued at over 500 million baht ($20 million) Thailand maintains several programs that subsidize exports, including preferential financing for exporters. Thailand's export-import bank, established in September 1993, is responsible for some of these programs, particularly the packing credit program. One of the most prominent trade issues between the United States and Thailand has been the extent of Thailand's protection for U.S. copyright, patent and trademark holders. The Kingdom of Thailand respects all international laws regarding copyrights and trademarks. Thailand passed a new copyright law in December 1994 that strengthened legal copyright protection and increased the penalties for copyright infringement Amendments to the trademark law in 1992 provide higher penalties for infringement and extend protection to services, certification, and collective marks. Under current Thai regulation, only persons of Thai nationality may be licensed in many professional services, including accounting, architecture, engineering, construction management, brokerage services and legal services. However, there is planning to revise these regulations. The announcement of National Executive Council No. 281, commonly known as the Alien Business Law, limits foreign equity in many Thai firms to less than fifty percent. The Treaty of Amity and Economic Relations between Thailand and the United States provides for 100 percent U.S. ownership of companies in most industries. Businesses in the fields of communications, transport, fiduciary functions, natural resources, or trade in agricultural products are excluded from treaty coverage. The Communications Authority of Thailand imposes stringent equity and revenue sharing requirements on International Value Added Network Service (IVANs) providers. In conclusion, The World Bank predicts that Thailand will be the world's eighth largest economy within 20 years by the year 2020. Thailand will have a larger economy than Brazil, Britain, France, Italy and Taiwan. Thailand's own National Economic and social Development Board has seen a doubling of the economy in the year 2000 and the Kingdom ranking first in Southeast Asia, among the seven ASEAN states. I feel that this is the perfect timing to invest and I am confident that my business will prosper.

Catholic Sacraments

The Sacraments of the Catholic Church are, the Church teaches, efficacious signs of grace, instituted by Christ and entrusted to the Church, by which divine life is dispensed to us. The visible rites by which the sacraments are celebrated signify and make present the graces proper to each sacrament. They bear fruit in those who receive them with the required dispositions. † Though not every individual has to receive every sacrament[->0], the Church affirms that, for believers as a whole, the sacraments are necessary for salvation, as the modes of grace divinely instituted by Christ[->1] Himself.Through each of them Christ bestows that sacrament's particular grace, such as incorporation into Christ and the Church, forgiveness of sins, or consecration for a particular service. The Church teaches that the effect of a sacrament comes by the very fact of being administered, regardless of the personal holiness of the minister administering it. However, a recipient's own lack of prope r disposition to receive the grace conveyed can block the effectiveness of the sacrament in that person.The sacraments presuppose faith and through their words and ritual elements, nourish, strengthen and give expression to faith. The Catechism of the Catholic Church[->2] lists the sacraments as follows: â€Å"The whole liturgical life of the Church revolves around the Eucharistic sacrifice and the sacraments. There are seven sacraments in the Church: Baptism[->3], Confirmation[->4], Eucharist[->5], Penance[->6], Anointing of the Sick[->7], Holy Orders[->8], and Matrimony[->9]. † Baptism[->10] is the first and basic sacrament of Christian initiation.Baptism is usually conferred today by pouring water three times on the recipient's head, while reciting the baptismal formula: â€Å"I baptize you in the name of the Father and of the Son and of the Holy Spirit[->11]. † The ordinary minister of the sacrament is a bishop or priest, or a deacon. In case of necessity[->12], an yone intending to do what the Church does, even if that person is not a Christian, can baptize. The sacrament frees from original sin[->13] and all personal sins, and from the punishment ue to them. Baptism makes the person share in the Trinitarian life of God through â€Å"sanctifying grace[-;14]†, the grace of justification that incorporates the person into the body of Christ and his Church, also making the person a sharer in the priesthood of Christ. It imparts the theological virtues[->15]: faith[->16], hope[->17], and charity[->18] and the gifts of the Holy Spirit, and marks the baptized person with a spiritual seal or character that indicates permanent belonging to Christ.Baptism is the foundation of communion between all Christians. The many symbols of baptism include a white garment, symbolizing innocence and purity, a candle, symbolizing the Light of Christ, the Oil of Chrism, which is used to anoint the baby or candidate being baptized, and the water, which symboliz es cleansing and the washing away of sin. Confirmation is the second sacrament of Christian initiation. It is called Confirmation because it confirms and strengthens baptismal grace.It is conferred by â€Å"the anointing[-;19] with Sacred Chrism[-;20], which is oil mixed with balsam and consecrated by the bishop, which is done by the laying on of the hand of the minister who pronounces the sacramental words proper to the rite. These words refer to a gift of the Holy Spirit[-;21] that marks the recipient as with a seal. Through the sacrament the grace given in baptism is strengthened and deepened.Like baptism, confirmation may be received only once, and the recipient must be in a state of grace meaning free from any known unconfessed mortal sin[-;22] in order to receive its effects. The originating minister of the sacrament is a validly consecrated bishop[-;23]; if a priest confers the sacrament and in special cases, the link with the higher order is indicated by the use of oil bles sed[-;24] by the bishop on Holy Thursday[-;25] itself or on a day close to it. In the East, which retains the ancient practice, the sacrament is administered by the parish priest immediately after baptism.In the West, where administration is normally reserved for those who can understand its significance, it came to be postponed until the recipient's early adulthood; but in view of the earlier age at which children are now admitted to reception of the Eucharist, it is more and more restored to the traditional order and administered before giving the third sacrament of Christian initiation. The Eucharist is the sacrament, the third of Christian initiation, completes Christian initiation by which Catholics partake of the Body and Blood of Jesus[->26] Christ and participate in his one sacrifice.The first of these two aspects of the sacrament is also called Holy Communion. The bread which must be wheaten and wine which must be from grapes used in the Eucharistic rite are, in Catholic fa ith, transformed in all but appearance into the Body and Blood of Christ, a change that is called transubstantiation[->27]. That is, Catholics believe they are sacramentally, though not physically, eating and drinking the human flesh and blood of Jesus Christ. Only a bishop[->28] or priest[->29] is enabled to be a minister of the Eucharist, acting in the person of Christ himself.Deacons[->30] as well as priests are ordinary ministers of Holy Communion, and lay people may be authorized in limited circumstances to act as extraordinary ministers of Holy Communion. The Eucharist is seen as â€Å"the source and summit† of Christian living, the high point of God's sanctifying action on the faithful and of their worship of God, the point of contact between them and the liturgy of heaven. So important is it that participation in the Eucharistic celebration is seen as obligatory on every Sunday and holy day of obligation[-;31] and is recommended on other days.Also recommended for thos e who participate in the Mass is reception, with the proper dispositions, of Holy Communion. This is seen as obligatory at least once a year, during Eastertide. The Sacrament of Penance is the first of two sacraments of healing. The Catechism of the Catholic Church mentions in the following orders different names of the sacrament, calling it the sacrament of conversion, Penance, confession, forgiveness and Reconciliation. It is the sacrament of spiritual healing for a baptized person from the distancing from God resulting from sins committed.If a man sins after baptism, he cannot have baptism as a remedy; Baptism, which is a spiritual regeneration, cannot be given a second time. Reconciliation involves four elements: Contrition the Penitent's sincere remorse for wrongdoing or sin, repentance, without which the rite has no effect; Confession to a Priest with the faculty to hear confessions while it may be spiritually helpful to confess to another, only a Priest has the power to admin ister the sacrament, Absolution by the Priest, and, Satisfaction or Penance.Many sins wrong our neighbor. One must do what is possible in order to repair the harm. Simple justice requires as much. But sin also injures and weakens the sinner himself, as well as his relationships with God and neighbor. Absolution takes away sin, but it does not remedy all the disorders sin has caused. Raised up from sin, the sinner must still recover his full spiritual health by doing something more to make amends for the sin: he must make satisfaction for or expiate his sins. This satisfaction is also called penance.In early Christian centuries, this element of satisfaction was quite onerous and generally preceded absolution, but now it usually involves a simple task for the penitent to perform, to make some reparation and as a medicinal means of strengthening against further temptation. The priest is bound by the seal of confession[->32], which is inviolable. Accordingly, it is absolutely wrong for a confessor in any way to betray the penitent, for any reason whatsoever, whether by word or in any other fashion.A confessor who directly violates the sacramental seal incurs an automatic excommunication whose lifting is reserved to the Holy See[->33]. In some dioceses, certain sins are reserved which means only certain confessors can absolve them. Some sins, such as violation of the sacramental seal, consecration of bishops without authorization by the Holy See, direct physical attacks on the Pope[->34], and intentional desecration of the Eucharist are reserved to the Holy See.A special case-by-case faculty from the Sacred Penitentiary[->35] is normally required to absolve these sins. Anointing of the Sick[->36] is the second sacrament of healing. In this sacrament a priest anoints the sick with oil blessed specifically for that purpose. The anointing of the sick can be administered to any member of the faithful who, having reached the use of reason, begins to be in danger by reas on of illness or old age. A new illness or a worsening of health enables a person to receive the sacrament a further time.When, in the Western Church, the sacrament was conferred only on those in immediate danger of death, it came to be known as Extreme Unction[->37], Final Anointing, administered as one of the Last Rites. The other Last Rites are Confession if the dying person is physically unable to confess, at least absolution, conditional on the existence of contrition, is given, and the Eucharist, which when administered to the dying is known as Viaticum[->38], a word whose original meaning in Latin[->39] was provision for a journey.Holy Orders[->40] is the sacrament by which a man is made a bishop[->41], a priest[->42], or a deacon[->43], and thus dedicated to be an image of Christ[->44]. A bishop is the minister of this sacrament. Ordination as a bishop confers the fullness of the sacrament, making the bishop a member of the body of successors of the Apostles, and giving him the mission to teach, sanctify, and govern, along with the care of all the Churches.Ordination as a priest configures the priest to Christ the Head of the Church and the one essential High Priest, and conferring on him the power, as the bishops' assistant, to celebrate the sacraments and other liturgical acts, especially the Eucharist. Ordination as a deacon configures the deacon to Christ the Servant of All, placing him at the service of the bishop, especially in the Church's exercising of Christian charity towards the poor and preaching of the word of God.Aspirants to the priesthood are required by canon law[->45] to go through a seminary[->46] program that includes, as well as graduate level philosophical and theological studies, a formation program that includes spiritual direction[->47], retreats[->48], apostolate experience, etc. The course of studies in preparation for ordination as a permanent deacon is decided by the Episcopal conference[->49] concerned. Matrimony[->50], or Marriage, like Holy Orders, is a sacrament that consecrates for a particular mission in building up the Church, and that provides grace for accomplishing that mission.This sacrament, seen as a sign of the love uniting Christ and the Church, establishes between the spouses a permanent and exclusive bond, sealed by God. Accordingly, a marriage between baptized[->51] people, validly entered into and consummated, cannot be dissolved. The sacrament confers on them the grace they need for attaining holiness in their married life and for responsible acceptance and upbringing of their children.As a condition for validity, the sacrament is celebrated in the presence of the local Ordinary[->52] or Parish Priest[->53] or of a cleric delegated by them or in certain limited circumstances a lay person delegated by the diocesan Bishop with the approval of the Episcopal Conference[->54] and the permission of the Holy See[->55] and at least two other witnesses, though in the theological tradition o f the Latin Church the ministers of the sacrament are the couple themselves.For a valid marriage, a man and a woman must express their conscious and free consent to a definitive self-giving to the other, excluding none of the essential properties and aims of marriage. If one of the two is a non-Catholic Christian, their marriage is licit only if the permission of the competent authority of the Catholic Church is obtained. If one of the two is not a Christian, the competent authority's dispensation is necessary for validity.

Motifs and Metaphors Movie Review Example | Topics and Well Written Essays - 2000 words

Motifs and Metaphors - Movie Review Example Percy Adlon presents his made up truck stop as a metaphor for the neglected hopes of those cast aside people by America, that whether by discrimination and financial and economic harsh times (pertaining to C.C.H. Pounder’s scathing Brenda) or by the times going on (Jack Palance as Rudi Coxx, the artist relic). One of the metaphors, the Boomerang also boosted the motif of the movie and it revolved around all characters of the movie; it suggests that what a person puts forth returns back to them that is, what you give, you get back such as the love which Jasmin transferred to and got back from Brenda, her family and everyone. The joy of giving and receiving is also depicted with the use of Boomerang (Maslin 1988). Another metaphor used in the movie was the thermos; it was the first sign of magic that is, in the film, perpetually full of coffee. This was a coffee maker or a thermos that Brenda’s husband left by the side of the road that further made its way into the motel, Bagdad Cafe. This was the reason which brought Jasmin into the motel and which provided everyone with a much induced idea to pick her up in. The use of magic tricks came into Jasmin’s mind when she found a magic set in Brenda’s messy office things and played with them which changed the life of Jasmin. These helped her to entertain the customers at the cafe and induce more sales and profits which lead eventually to a strong friendship between Jasmin and Brenda (Maslin 1988). The incremental progress of these motifs came with the thermos in the commencement of the film followed by the boomerang when Jasmin started spreading love and friendship with Brenda and everyone in the motel, the painting of Jasmin which Rudi Coxx wanted to paint all the time and finally the use of magic tricks which helped her win over the hearts of customers signing into the motel along with her modeling as well. To keep the movie in one flow and make it more realistic, interesting and a sort of comedy as well for the viewers, along with the motif, there was a transition shown over the major characters of the film to come up on the ending of the film. The transition of the major characters in the film is very encouraging and eye-catching. The first example of the connection of the motif with transition throughout the film was the change in the main protagonist in the film, Jasmin which depicted the biggest transition as she was keen in weathering her sorrows and difficulties which she faced after her husband left her and found happiness in little things around her. She was able to be happy herself and make others in the motel with her kind and industrious personality. The second main character, Brenda, was at the beginning of the film, a strict and hostile manager of the motel in which Jasmin entered as a foreigner and Brenda’s harsh attitude was in extreme with Jasmin due to her inability to speak proper English and the threat that she may exploit the culture of th e motel with that of Germany. But Brenda transformed eventually and she and Jasmin were bonded in a strong friendship. This applies to Brenda’s family as well including her children who started loving Jasmin. This also induced more customers line up into the motel and happiness spread into the then called ‘wasteland’. With the final transition of the Hollywood-set painter Rudi, Brenda’s father, daughter and all nearby friends in the film; this shows that the element of transition in the main characters of the

Does US Seek Hegemony over Asia Article Example | Topics and Well Written Essays - 500 words

Does US Seek Hegemony over Asia - Article Example It is evident from the official statement that the US continues to play a great role to ensure a stable balance in Asia. America’s political, economic and diplomatic leadership enhances global freedom, peace, and prosperity. The US has acknowledged the fact that maintaining order in Asia will be a complex task given the great distances (Glaser, 2011). Â  United States concerns about Asian stability are guaranteed. In using the history of the 20th-century guide, Washington will continue dealing with Asian-Pacific. The US has an issue dealing with China as it has become a rising power. However, United States is seeking to face China has a rising economic and military power in Asia-Pacific. The United States president has promised to make their missions and presence in Asia-Pacific the topmost priority. After the president announcement, approximately 500 US troops were said to be deployed to Australia. The US is foreseeing a growing threat of its hegemony from China. America’s tactical moves to Asia are aimed at pinning down China as well as counterbalancing its development (Glaser, 2011). The US economic and hegemony in Asia-Pacific has triggered concerns about national security. The United States has established a key military base in Japan, South Korea, Philippines, Thailand, Guam, Singapore and now Australia. The former D efense Secretary of United States spoke at the International Institute of Strategic Studies conference and said that US is aiming at maintaining a robust US military in Asia. The US is taking measures that help them overcome the area denial scenarios and anti-access that the US faces in Asia, which restricts America’s from accessing strategic resources and markets. The United States believes that its hegemony in Asia will deter and defeat the potential rivals. Â  

Article Summary Essay Example | Topics and Well Written Essays - 250 words - 9

Article Summary - Essay Example The organization experienced alienation of 15 members of the organization within the first two years since it started operating. The author even states that the committee does not believe that the problems faced by the organization are huge and the problem has helped in replacing employees who were less interested in working for the organization with employees who are more interested. The managers of the organization have failed to carry out their function of organizing in a successful manner. They have failed to obtain human resources that are necessary for the attainment of the organization’s objectives. The organization is experiencing decline in number of members due to which various tasks are not being completed as they are required to an the organization is failing to meet its objectives. The managers have even failed to design the jobs of the employees in a proper manner because due to limited staff, one member of the organization has to carry out various tasks. The managers might even be failing to departmentalize the organization because they may not have enough members to completely fill the department and one member within the department might be carrying out various tasks. Bailey, Ian. "Report Finds B.C. Police Watchdog Facing Human Resources Issues." The Globe and Mail. 23 Feb. 2015. Web. 5 Mar. 2015.

Biology project Essay Example | Topics and Well Written Essays - 750 words

Biology project - Essay Example The moment this happen, there is no death of cell when they should; later, new cells form regardless of whether the body needs them or not. The extra cells which formed can develop into a mass of tissue that is popularly known as Tumor. Tumor (Cancer Council, 1: 6) may exist as lump; it can be malignant (cancerous) or benign (not cancerous). Cancer cells that grow larger than "pin's head" typically has their own blood vessel. Occasionally, they go away from the primary location of the cancer either by the region of the blood or lymph vessels and later begin to invade other organs of the body. At the new site, they continue to grow to form another tumor (Cancer Council, 1: 7). Specific type of cancer is Lymphoma. Lymphoma (Michigan Cancer Consortium, 1:1) that affects white blood cells known as lymphocytes. These are immune cells which are basically working to protect the body from getting. In lymphoma, malignant cells are formed and may accumulate to develop into tumors. Later it enlarge; making lymph nodes seemed swollen while other cancer cells spread to other parts of the lymphatic system like bone marrow, spleen, skin, or mucosal linings of the stomach. Common symptoms caused by this illness are : Drenching night sweats, Persistent fevers or chills, Persistent skin rashes and itching, Unexplained weight loss, Unexplained fatigue, Painless swelling of lymph node (Kuppers, 2:34). Lymphoma is the most commonly existing blood cancer, and in fact, it is the third common childhood cancer. Since the 1970s, the incidence rate of non-Hodgkin's Lymphoma (NHL) with each year has increased 4% annually (Karl, 1:par Your Name Here 2 2. Research the mechanism of that particular cancer i.e. what enzymes, proteins are involved).Basically, lymphomas are cancers which begin by the "malignant transformation" of a WBC lymphocyte in the areas of the lymphatic system. Many lymphomas are known to be due to specific genetic mutations.Lymphocytes recognize pathogens (infections and abnormal cells) and destroy them. There are 2 major subtypes of lymphocytes: B lymphocytes and T lymphocytes, also referred to as B cells and T cells. B lymphocytes are much affected in individuals with lymphoma; Note that the former produce antibodies. When a cancer causing agent like a virus is detected, the T cells, are immediately activated, which in turn kill pathogens directly. Part of the mechanisms of T cells are the immune system control (controlling over activity or under activity). B and T lymphocytes are the one's fighting off an invader. Cancer occurs the moment normal cells undergo a transition whereby they grow at the same time mul tiply uncontrollably. Consequently, as the cells continue to multiply, formation of mass or tumor may also be formed. Tumors usually invade tissue spaces and areas surrounding it; if lymphomas are no controlled, it can progress on and/or invade the neighboring tissues or distant organs (emedicinehealth.com; 7). Tyrosine (protein) kinase and the phosphoinositide

Regional Impact of the Arab Defeat in 1967 War Essay

Regional Impact of the Arab Defeat in 1967 War - Essay Example As a result multiple wars have been fought till date. These wars are not limited to one particular neighbor, rather all the major regional states have had a share of conflict and war with Israel. The 1967 Arab Israel war was part of the same hostile environment between the regional states who did not accept one another’s dominance. Keywords: Jewish settlements, 1973 war, diplomatic breakthrough, liberation movements. 1967 Arab Israel War: The war that fought over a period of Six days (Morgan, 2008, 195) was significant on multiple accounts. It had an impact on the contemporary political affairs as well as the future of Middle East. It was based on the animosity and hostility towards one another that had been in breeding for long. The major players of this war were Israel on one end, Egypt, Jordan and Syria as the Arab states on other (Robbers, 2006, 466). It not only allowed determination of power control in that phase of history, but also led to future determinations, wars, s ettlements, and political strength and say of each state against other in the continuous battle of supremacy in the region. Brief background of the war: There were number of events that led to the war, and it was not an event based on the immediate military offensive against one another rather the scope and reasons behind the war stretched to political, social, and territorial. Several years before the 1967 war, small battles and confrontations had taken place, this along with the establishment of the guerilla styled armed groups who were to launch undeclared offensives against Israel in different ways. In the same capacity the outcome of the war was not just accomplishment of edge over the enemy in one domain rather multiple faceted impact based outcome. Participant states: Israel, Egypt, Jordan and Syria constituted the major players of the war. Causes of the war: The causes of the war stretched from short term to long term hostilities and numerous political maneuvers against one another. Apart from the periodic territorial aggrandizements as alleged by different parities, the core point of content held against each other was that of 1948 settlements and establishment of the Jewish state. No Arab states had recognized Israel as a legitimate state and as a result of it did not engage itself in any political or diplomatic activity. In the preceding years after the 1948 settlements, the issues rose on individual and bilateral level between each state, with issues arising between Israel and Egypt first, followed by Israel and Jordan and the continuous issues with Palestine and other neighbors. The issue of Waterways usage: Israel and Egypt were locked into dispute over the control and dominance over the waterways, being paralleled in to territories and waterways connecting them, the two aimed to use the water sources to maximum benefit. Israel and Egypt were engaged in an accord in 1949 over the case of Suez Canal and other adjoining areas (Kohn, 2006, 29), thro ugh this agreement a mid way retreat was established, however over period of time, both parties blamed one another for the violations and disruption of the agreements settled in the 50s and 60s decade. The occurrence of the war took place at a time period when United Nations monitoring units would complete the mission. Alleged cross border infiltration and usage of the friendly states against Israel was a point of concern as well that can be termed as a precipitating factor of the 1967 war. This included the infiltration of Palestinians and other undercover groups into Jordan and Syria where its border areas were allegedly used against Israel for various offensives. Despite being a multiple force and multiple armies, Arab states were of no match against the Israel forces

THE ROLE OF FILM IN SOCIETY Essay Example | Topics and Well Written Essays - 1000 words

THE ROLE OF FILM IN SOCIETY - Essay Example Sol Worth opened a school and did a study on films, naming the study as â€Å"Visual Communication.† He came across several important aspects and led the students into a world full of excitement and charm. His study revealed that the basic notion of a film usually derives from personal interests and personal skills and termed such kind of films as biodocumentary. Jumping into a brief description of biodocumentary films, such films do not require any special skills or filmmaking experience and therefore can be made by any person possessing sufficient skills to make a film. Worth came up with the conclusion that photography and filmmaking are the only and the best way to preserve historical, cultural, or political records for everyone. This shows the importance of film in every society, as films present a physical outlook of everything, which can be left unfelt in words. For instance, if films are made on every culture, then it will be really easy to compare one culture with ano ther! (Gross (Intro), 1996). Making films is an art which involves portraying real life emotions and events like love, hatred, happiness, life, death and so forth. The film industry history dates back to more than eighty years, and during all these years, films are recognized as different elements like art, communication, a social trend and finally as television. Films hold a significant place in any society or environment since it best conveys the different phases of lives, its difficulties and everything else. Just like painting and music reflects certain levels of mood and charm, films represent all such things in much more depth gripping everyone tightly to them. Films can be considered as being the most efficient form of conveying a certain message to a large crowd of audience (Gross (Intro), 1996). Jumping back to the starting era of filmmaking, it can be said that the

The Wizard of Oz as a Fairy Tale Essay Example for Free

The Wizard of Oz as a Fairy Tale Essay For hundreds of years, parents have been enthralling children with stories of magic and wishes coming true. Fairy tales are passed from one generation to the next through oral tradition, and, in modern times, books. As various societies develop, fairy tales are changed to fit the needs and morals those societies want to impress upon their children. Thus, the style and content of a fairy tale is directly affected by the social attitudes of a particular society at a particular time. Jack Zipes adopts and assumes the magical folktale is the oral version and the fairytale the literary version of a tale when he describes the rise of â€Å"the fairytale in the Western world as the mass-mediated cultural form of the folktale† (Zipes 15). Fairy tales include common themes, motifs, story lines, and characters that aid in the protagonist’s working towards a common goal. In the first chapter of his book, Swiss scholar Max Luthi identifies fourteen characteristics that are vital to the unique classification of a fairy tales as demarcated from other forms of children’s literture. With the help of these distinctive structural and stylistic features, Frank L. Baum’s novel, â€Å"The Wizard of Oz† can be classified within the boundaries of the fairy tale. â€Å"The Wizard of Oz,† like so many fairy tales, naturally has cultural, social, and political undertones interwoven within the text. Virtually all of Baum’s characters and magical land pertain to specific cultural or socio-political event of the time. Contemporary social issues are unconsciously rolled into the fabric of the story like: the yellow brick road and the silver slippers that both symbolize the influence of the gold and silver debate prominent in Baum’s time. Baum lifts phrases almost directly from Grimm. In â€Å"The Wizard of Oz†Ã¢â‚¬ ¦Ã¢â‚¬Å"she wished the girl to remain with her to do the cooking and cleaning† (Baum 27) is similar to the witches request if Gretel in â€Å"Hansel and Gretel† when she says, â€Å"I want you to fetch some water and cook your brother something nice† (Grimm 53). Dorothy also states to the Scarecrow, â€Å"If you come with me Ill ask Oz to do all he can for you†(Baum 22). Which is reminiscent to the donkey’s words in the Grimms’ â€Å"The Bremen Town Musicians† (Grimm 96)†¦The basic plot of this tale is similar to â€Å"The Wizard of Oz† in that a group of helpers accompany a hero and use their specific skills to achieve a quest. Baum does not forget to include several classic airytale motifs: seven league boots are replaced with silver slippers that take the wearer any place his or her hearts desires and the classic object used three times to summon a helper is represented by the golden cap that is used to call upon the winged monkeys three times. The motifs appearance in this story demonstrates how often similar motifs are re-used in an altered states across various types of literature. The witch threatens the heroes with forty bees, forty wolves and forty crows. Though forty may not be the most commo n number used to highlight the unique fairy tale repetition of numbers, this number of course holds meaning. In the Bible there were forty days of flood, forty days of fasting and forty days of wandering. In fact the very nature of â€Å"The Wizard of Oz’s† medium, the novel, increase the differentiation between it and fairy tales. Oz is too long a work for it to be easily recognizable as a fairy tale. Most tales do not describe locations, physical features, or emotional states. Heroes are rarely afraid of foreign creatures, they just kill them or die trying, it is simply a part of their nature as heros. Luthi (Visual Aspect non-deliniation of character p. 25) Within the first few pages Baum informs the reader of the what Dorothy is wearing, a checked gingham dress, and that she â€Å"cries sorrowfully when the wizard wont see her† (Baum 60). The story’s descriptive passages concerning the physical environment mainly relate to the colors that are present (what is visible), especially in the description of the forest †¦ Psychoanalysis has classified and links fairy tales to childhood sexuality. They serve a psychological function by representing to children their subconscious sexual urges and conflicts. Bruno Bettelheim uses his â€Å"The Uses of Enchantment† to discuss the manifestation of these drives in fairytales and how children use such literature to reconcile internal struggles they may be having. The Wizard of Oz provides internal resolution in preparation for something greater—sex. Sex, is of course skirted around rather than confronted head on. For example in chapter eight of the novel, â€Å"The deadly poppy field† sleep is used as a substitute for death. Dorothy never has to experience any real death, but wakes up surrounded by dead wolves she is only mildly frightened for a moment until the woodsman explains their presence euphemistically as being not dead, but â€Å"shaggy. † Oz approaches the deep levels of meaning discussed by Bettelheim and falls into the Freudian romance, like â€Å"Cinderella† who escapes her psychologically unsatisfactory step family to achieve a better life. Dorothy, though she returns to her home in Kansa, manages to move towards maturity and self-realization. As Dorothy realizes the power of the magic slippers and the other characters find what they were looking for but had all along, the reader gets the message that what we need for â€Å"wholeness† is within, not without. Different from the psychological approach of Bettelheim, Max Luthi worked to identify what makes a fairy tale a fairy tale. So although characters may seemingly act without logic, reason, or emotion and one incident may not connect with what occurs immediately before or after it, there is a rationale that permeates every tale. Dorothy is to some degree disconnected from reality. Aunt Em and Uncle Joe are rarely happy because reality has soured them but Dorothy who is not fully integrated with reality is able to go on a quest to discover her own happiness (Luthi: Supernatural #8 p25). Dorothy, as the heroine, is in tune with the underlying fairytale theme of†¦ (Luthi p25, 34 #5, 14). Dorothy seems to be unknowingly blessed. She is mistakenly revered as a sorceress; â€Å"The silver shoes fitted her as if they had been made for her† and she accidentally kills not one, but two wicked witches. The outward sign of her charm is the mark of the good witchs kiss. In some fairytales there is a similar physical indicator, it could be freckles, red headedness, extreme ugliness or a tuft of hair. Separate but related to chance is magic. What distinguishes the fairytale from other folk literature is the prescience of magic. What is fundamental is the existence of magic and the otherworldly. Often there is a stated crossing from the mundane to a magical realm. Once in the magical realm Baum utilizes stock motifs like talking animals, witches, wizards, the Simpleton figure, caps that can summon powerful creatures three times and shows that can travel infinite distances in a few strides. Help is the central motif of the folktale, it propels the narrative and defines the hero. In the folktale the hero would not achieve his objective without help, in particular the help of otherworld beings. And this support is lavished on him. Dorothy never asks for or thinks about magic gifts but when she needs them they are granted. Gifts are given to Dorothy without entreaty and do come into play when needed but, especially in the case of the slippers, she has to work for the privilege. Dorothy shows no extraordinary strength of character yet she is given the silver shoes and fatefully obtains the golden cap. Though one would assume the nature of the heroine determines her success and reflects her good character her quest is often solely for personal gain. Dorothy and her friends want whats best for them and by following their own course they inadvertently rescue other people without intending to do so. This in turn paves the way to their ultimate goal. The happy ending, as Bettelheim reiterates, is what makes the fairy tale stand out as childrens literature. Because fairy tales provide resolution and reassurance children can easily relate and learn from the tales (Bettelheim, 10). Dorothys goal is achieved not in Oz, because Oz is not the right place for her, but instead back at home where she can apply what she has gained to get her â€Å"happily ever after†. â€Å"The Wizard of Oz† corresponds to a large number of fairy tale characteristics, but it undoubtedly does not fit quite perfectly into the exact fairy tale mold. It doesnt fit entirely, partly because its just too big. The nature of its form, the novel, demands a greater level of descriptive information and plot explication, both which lead away from the traditional fairytales.

Strategic Management And Business Planning For Mcdonalds Marketing Essay

Strategic Management And Business Planning For Mcdonalds Marketing Essay 1.0 Introduction The concept of Mc Donalds restaurant chain stems from the union of two creative intellectual heads of American siblings Maurice Mac Richard Dick Macdonald who moved into California in 1930, USA to commence a restaurant business which turned reality in 1937. The brothers understanding implementation of thoughts in restaurant business paved the way for many aspiring entrepreneurs in 1948, when they introduced the speedee service system by which they cut short the hassles of customers at the same time as a business strate4gy reduced hamburger cots to as low as 15 cents. The menu list was also sorted out tactfully which inspired many intellectual minds like one of Ray Kroc, who took over the company during 1955 was the founder proprietor of present Mc Donalds restaurant chains. Presently the headquarters of Mc Donalds restaurant chain is located at Oak brook, Illinois, USA. 1.1 Internal resources capabilities Presently Mc Donalds operates in over 100 countries around the world has opened up 32,000 restaurants across the globe and has employed more than 1.6 million employees worldwide. More than 97% of the employees work at company operated outlets. The Mc Donalds restaurant chain has influenced the whole American society in a massive way. The geographical statistics are such that by the late 90s Mc Donalds became a necessity for most Americans who resided in places which were just a 3-minute drive from individual Mc. Donalds outlets. (John f, 1995) The company has till date has ranked among the top restaurant chains consistently; it was ranked the best restaurant corporation in 2007 by the Restaurants Institutions magazines list. It has been felicitated with the goodwill of best industry leader in 2010 by business week magazine. (Business week) The major strength of the company has been their treatment of employees likewise more than 60% of its US employees are from the minorities group woman. In a recently published sales report, Mc Donalds has reported to have fared its sales figures by 5.7% in USA, 5.3% in Europe 10.3% in Asia, Middle East Africa combined. The Media release below states the exact figures. mc (Corporate data) Mc Donalds has been by far superior to its closest global competitor Burger King holdings Inc., Yum brands etc. Direct competitor comparison reflects the difference. dir (Revenue income) 1.2 McDonalds SWOT Analysis 1.2.1 Strengths The real strength of Mc Donalds food chain has been its global approach, via which it has left its competitors far behind in any global markets. Mc Donalds has lately explored the developing country markets like Taiwan, Malaysia, china, India etc. which have secured its sustainability in terms of expansion, that is global presence. Developing countries markets have a growth rate of 7-28% in terms of retail packaged food ranging from above middle level incomes to lower middle level incomes. (USDA, 2005) The real strength for Mc Donalds in these countries are its already larger than life image which caused people in China go fond in 1994 when the chains busiest outlet in Beijing. China was announced to be relocated. Investments in developing countries like Brazil have brought in fresh lease of life to Mc Donalds authorities. The company has set its foot tight based on stats of 66,000 job creations, adding $1.5 to Brazils economy. The following points will stress on the global strengths of Mc Donalds: Through student scholarship programs, Mc Donalds has built its image equivalent in stature to its global presence. The cleanliness of the restaurant chain, which fact was given importance by Ray Kroc from the very first day itself. It has places its outlets at public places like airports, popular malls, gas stations, petrol pumps. Mc Donalds has shown sheer adaptability when it comes to flexing itself for the sake of a regional market. One fine example is it runs its operations in India without including beef in its menu. (James L. Watson, 2006) It has one of the most famous trademarks which global people have accepted as substantiate of trust. Its global presence, because this fact makes up for deficit in revenues for any particular region. More than 80% of its restaurants worldwide are run by franchisees, which dont allow all regional economic ups downs to affect revenues. (shareholder data) Secured online delivery options in developed countries, which enhances public data security as well as trust (online ordering). Through various environmental initiatives globally, Mc Donalds has enhanced its sustainability. Investment barriers in France lifted after global economic slowdown (time news). 1.2.2 Weaknesses The majority weaknesses of the company have generated in economically mature countries where food restaurant business scopes have reached saturation. Annual growth rates in such nationals or zones 2-3%. Anti west emotions, anti-trust on multinationals are posing barrier in countries like India. (Dr. Amit Rangnekar, NMIMS) The major weaknesses are listed below: Stagnant annual growth rate in developed nations. Companys share distribution law is bound to Illinois state local law which may not be compatible with laws in other global countries. (corporate rule boundary) Lack of innovation in menu in the recent past. Its menu is predominantly children (children orientation). The company has had a number of lawsuits in Malaysia UK most of which are trademark disputes. (bbc news) The major threat is the growing population globally which shrinks every food chains possibility of expansion as foreign investors are expected to exploit local resources. Ronald Mc Donald House charity which has taken the noble responsibility of looking after health well-being of children. (rmcd.com) 1.2.3 Opportunities Investment in new ways of promoting Be more flexible in terms of target customers Investments in Asia, Latin America needs to be extended with only 169 students in India, 1200 only in Brazil. Recent investments in Football world cup 2010, launch of Shrek happy meal has increased its scope many a pounds more. Presence of its subsidiary 500 Mc Cafe in countries like New Zealand Australia which further enhances its revenues. Opening up of French market to further investment owing to global economic crisis. (Time article, 2009) 1.2.4 Threats The biggest threat as to any other international brand suffers is the hiccups of economy in regional markets. Most of the currencies it earns are calculated in US$ which are a further drawback. The predominant threat has been of local conflicts originating from the chains rapid expansion strategies Expansion of major competitors Burger kings in Asia pacific, UK, and Latin America with a total of 12,000 restaurants Investments in promotional campaigns in new markets. Evacuation of Mc Donalds from France in early 2000s. (Czinkota M, 2009) 1.3 External Market Factors There are various external factors that are affecting the marketing strategies of Mc Donalds globally. These have been discussed below: 1. The first one is the Globalization that means the closer contact between various parts of the world with increase in the mutual understanding, friendship, and personal exchange between the citizens of the world. 2. Diversity among the cultures, languages, etc. between various people of the world. 3. The last one is the ethics and code of conduct of Mc Donalds in various markets across the world. Mc Donalds has to act appropriately in different parts of the world. The cultures and the people have to be kept under consideration. For example, in India the menu contains only fish and chicken products in non-vegetarian menu. Beef products are a complete no. Global market decisions have to be made uniquely according to the country or the part of the world Mc Donalds wishes to serve. Mc Donalds understand that diversity in the cultures is not only ethical issue, but also business issue. Mc Donalds owns over 30,000 restaurants in different parts of the world, which means that Mc Donalds franchises with operators, employees, and customers that belong to almost all the cultures, ethnicity and religions on the earth. McDonalds has over 30,000 restaurants around the world, which means franchise owner/operators, employees, and customers represent just about every culture, religion or ethnicity on earth. With this, Mc Donalds is required to promote local suppliers with this diversity and also need to retain those suppliers that have same cultural background in every country. Mc Donalds is an international brand now that has successfully spread its wings in all parts of the world. Mc Donalds being such a popular brand, they have had the opportunities that they have successfully met and they had the ability to overcome their weakness and fight with the threats to have a stand in the market. 2.0 Macro Environment Analysis It includes 6 factors as given below: Political Factors The political ambience as for any international brand is very complex. The taxation rules, labor laws, environmental laws vary from country to country as per governmental rules. In 2003, the tax burden of Mc Donalds in Brazil mounted to 33% of revenue growth. Further in Latin America the company operates more than 1800 restaurants. The labor laws in vital markets such as the one in Brazil made it mandatory to follow an anti-discriminatory employment policy which truly is synonymous with Mc Donalds global policy.(global policy) Scenario in European markets are very promising, It has employed more than 2,78,00 employees for its operations there more than 60% of its operations are operated by local residents there, which decreases its burden of falling under direct local law jurisdictions. In Asian markets, revolving around Japan, China, India predominantly the political aspects are bright where a mix of matured developing economies where labor laws are doesnt affect much because join t venture franchisee operated businesses. (Europe environment report, 2005) Economic environment The global economy has been predicted by experts to increase at a steady rate. GDP growth is liable to private investment consumption. GDP in developed countries are projected to increase by 6.2, 6, 6% in order of years 2010, 2011, 2012. European market GDP growth are expected to grow at 3.3% in 20101, 2011 3.5% in 2012. Asian markets were predicted to go through a slow economy in 2008-2009 which is evident from Chinese economy growth of 7.5% in 2008. The revenue of Mc Donalds in Brazil market was a satisfactory US$3.3 billion in 2003 (20). The brand registered revenue of US$5.8 billion in 2005 in European market which contributed one-third revenue globally. The south-east Asian market is expected to flourish on large scale with predictions of Mc Donalds India revenues grow by a double in 2010 according to Mc Donalds India managing director, Vikram Bakshi. (Reuters report, 2007). Social environment The social environment varies largely from developed countries to developing countries. As in Us Europe, people trust brands more on quality of services other etiquettes. Whilst in developing countries of Asia, consumers spend US$580 billion on meal purchases outside home which is entirely contrasting $170 more than Mc Donalds US market stats double the size of spending in European markets. The fast food chain has a policy to take care for its customers well, as they try to make any food product just prior to its delivery and keep it maximum for only 20 minutes, after which that product, if not sold consumed, is thrown into trash box. Technological Factors The McDonalds is running since a quite long time and they keep on enhancing their technological upfront. To talk about the services provided by the esteemed fast food chain, they take around 35 seconds per order to deliver in case the food items are well prepared in advance, but this time goes up to 4 minutes per order in case the food is not prepared in advance. Thus, this shows the advancement they have in their technology to produce a food item in less than 4 minutes of time. McDonalds have significantly been indulged into adopting and getting use-to to the new technology. The various parts of the management system, like the inventory system and the supply chain management system of McDonalds are so effective that they allow the company to work with ease by enabling easy payment methods for the suppliers and the other vendors. McDonalds actually recycle our used cooking oil into bio-diesel and then use it in delivery fleet. It has eliminated the concept of polystyrene based packag ing and made people switch to paper and card board packaging which is today been manufactured by the recycled paper. It has also diverted the waste to Energy from Waste (EFW) facility in Sheffield and South London areas and plans to do that everywhere. Legal Factors McDonalds has taken well care of providing all the necessary details of its workings and informations related to the nutritional substance of their products, to its customers for the better trust and functionality. This is basically been done by this organization to be free from the obese charges on it. 2.1 Porters competitive forces model The Porters 5 Forces model deals with the various factors outside the industry which actually influence the nature of competition and the forces within the industry, known as micro-environment, which actually influence the ways by which the company competes and also the industrys profitability is conducted by the Porters Five Force Model. Five Forces Analysis 2.1.1 Competition Nowadays, every industry is going highly competitive and so is this fast food restaurants industry. There are now n numbers of small and big fast food businesses who are always competing with each other in order to broaden their own customer base. McDonalds however an exception to this is. Being in this industry since 1940, McDonalds has excelled in this sector and in order to stay in the competition amongst the rivals, it came up with the Mc Cafà ©. Launching of this cafà © helped the company to continue in the business existing as a major fast food business. Moreover, another big step was taken and was noticed when McDonalds started with its Breakfast in order to the other breakfast serving food joints. And, since then till date, it is growing and existing as one of the favorites of the customers. 2.1.2 Ease of Entry There exists a very high cost of entering such a favored and well established industry. The entrant needs to invest much in the research and development, in entering and setting up and also in the competition. Moreover, well established and full functioning entities of this business for e.g. McDonalds makes it more difficult for a new entrant to hold the large market share of customers. Thus, the new entrants, if any, wont be able to succeed and also provide the product to meet up the price competitions. 2.1.3 Substitutes There exist, a large number of substitute products in this industry and there exist wide variety, the customer can substitute a McDonalds burger with any other beverage, dairy product or anything else, and vice versa. 2.1.4 Strength of Supplies The power of supplying the fastest and the safest way is an essential requirement in the fast food industry and to talk about McDonalds, its supply system is the one which is highly talked about and taken as an example to be followed. 2.1.5 Strength of Buyers The relative strength of the customers is actually low in this industry due to the availability of the substitutes and due to the people going more health conscious. 2.1.6 Distinctive Notion As per the reports of Business Week, currently, McDonalds hold 9th rank in the top 100 brands all over the country, as per the survey done in 2007. This fast food giant has a history of 69 years and has actually established a linkage with the customers. Having such a close relation with the buyers had made it rank so high and is now operating 120 and more franchises and restaurants, in India itself. 3.0 Key Elements of a Competitive Business Strategy of McDonalds None of the organizations can exist in vacuum. They need industrial competition and expansion in order to exist and survive. Analyses of the competitors in the market not only help in analysis a firms weakness and threats but also strengths and opportunities. These competitive business strategies can be applied to Mc Donalds and it can be found that what made Mc Donalds the leader in the market despite the tough competition in this industry. Greatest business strategy of Mc Donalds that has added to its strength is the product value. Customers know that what will come their way once they enter a Mc Donalds outlet. The emphasis on human resource is given by Mc Donalds that means taking care of both employees and customers. Next strategy was the new products that are in line with the new generation and new taste. The diversity of the firm to bring up new product ideas is also strength. Trends with the customers changes and they dont stick to the brand till they have any new innovation to settle them with. Mc Donalds has given some new products to the customers and keeps coming up with innovative tastes like Mc Puff, Chicken Salsa Wrap, Ice Creams, etc. People can find Mc Donalds easily when they go out. The overexposure worked for Mc Donalds as they people get taste easily and its handy. With diversity in locations and such a huge chain of restaurants, Mc Donalds has made sure that the service and quality is maintained equally at every corner of the world where Mc Donalds exists. The secret of market strategy lies in the audience firm targets. Mc Donalds mainly targeted kids. With their happy meals and fun toys, they attracted kids. However, now they target not only kids, but people of every age. This is clear with the advertisements they bring up regularly. All this has been because kids dont remain same; they grow up and become adults eventually. Thus, it is better to target all age groups and keep everyone happy. There are various weaknesses that Mc Donalds has suffered; however, they are overcoming them with latest technologies and products. Like, internet is one technology that they have adopted to target the customers and provide them with attractive offers and various new excitements with Mc Donalds. Internet is not only used for motivation and improve performance, but now Mc Donalds even gives ease of ordering through internet and having delivery at their doorstep. The overall evaluation of the external and internal factors helps in planning appropriate competitive business strategies. The strategies are modified keeping strengths, weaknesses, opportunities and threats in mind. The available resources have to be considered while planning. Making use of the core competency, mc Donalds can sustain the market competition effectively. There are three aspects that have helped Mc Donalds in competitive business advantage and these are: The managerial level and the organizational processes share a very good coordination and integration in Mc Donalds. All the employees and the managerial work in order to achieve the common goal. Mc Donalds understands the market well enough and they know the need of the hour and what changes are to be made to meet the present requirement. Mc Donalds is an organization that is flexible in terms of laws, government policies, customer trends and adaptation of technologies. Mc Donalds concentrates on the advantages of the organization. Apart from expansion strategies, Mc Donalds makes sure that organizational behavior and managerial expertise is maintained all over the globe. Structural, financial and technological assets of Mc Donalds are in excellent position in market, which has given it a competitive business advantage. Mc Donalds also has right kind of people to manage these assets in right direction and improve overall performance of the firm. Mc Donalds started with a vision that one day they will be the leaders in food industry and they have worked hard to realize that dream. Mc Donalds started with the intension to help out people who have almost no time to cook or are unable to cook or people who have no time to visit a proper restaurant. The aim was to provide quick service with quality and within cheap price. Keeping this vision in mind and goal to achieve, Mc Donalds used the right kind of man force and targeted right kind of people and now the world is aware of the success of Mc Donalds. Mc Donalds has implemented the best of the ideas with their strengths and advantages to have an edge over the market. The marketing strategies they adopted, worked for them. Some of the unique features of the firm made them amazingly popular in the market. Cheap value products with timely new innovative ideas targeting different groups of people have made Mc Donalds the largest fast food chain in the world. Drive through and take away counters have added extra ease to the customers and also the same quality and taste all over the world has won Mc Donalds respect and loyalty. Today everything is outsourced by Mc Donalds. Finance, customer care, etc all is outsourced and managed by different bodies for Mc Donalds so that Mc Donalds can pay attention to the competition, fight it and still maintain the quality and deliver what is expected of them. Cheap price meals and flexible timings of the Mc Donalds outlets have done wonders for them, still Mc Donalds mangers are not sitting quiet, they work regularly to maintain it all along and win over all kind of competition. There are many old and new competitors that have tried to take the position what Mc Donalds has made, but dedication and quality service from the firm has made sure that they dont shake from their position and they still stand tall and with heads high. Mc Donalds has learned through its course of success, what importance of customers is and how to make sure that they stay happy and loyal. This is the biggest competitive advantage that Mc Donalds enjoys. 3.1 Conclusion McDonalds is working efficiently throughout the globe, thus it should continue to provide better and quick services to its customers. The food giant should further try to lower down the cost in the supply chain network in order to provide with low cost products to its customers. McDonalds should also try to expand their Happy Meal choices in order to attract more and more customer base and also to retain the current levels. It should also plan for opening more McCafes serving the premium quality and specialty should be defined as the coffees and other beverages. Trying to have a concept of gifts during festive seasons for youth, kids as well as senior citizens will also help McDonalds to gain acceptance amongst people. Thus, keeping all the factors in mind, McDonalds is working good and should try to gain more acceptances combining the elements of globalization and internationalization. 4.0 References BBC news, available at [http://news.bbc.co.uk/2/hi/8243270.stm], [accessed on Aug 15, 2010] Business week ratings, available at [http://www.aboutmcdonalds.com/mcd/csr/news/twenty_best_companies.html?DCSext.destination=http://www.aboutmcdonalds.com/mcd/csr/news/twenty_best_companies.html], [accessed on Aug 15, 2010] Corporate data, (2005), 2005 McOnomics report Brazil puff, USA Czinkota M, et al., (2009), Emerging Trends, Threats and Opportunities in International Marketing p.323, Business Expert Press, USA Corporate data, available at [http://phx.corporate-ir.net/phoenix.zhtml?c=97876p=irol-newsArticleID=1457937highlight=], [accessed on Aug 16, 2010] Children oriented business, available at [http://www.aboutmcdonalds.com/mcd/students/faq_for_students.html], [accessed on Aug 16, 2010] Dr Amit Rangnekar, nod, Case of Strategic Adaptation, NMIMS, India Employee data, available at [http://www.aboutmcdonalds.com/mcd/students/mcdonalds_does_good/diversity_at_mcdonalds.html?DCSext.destination=http://www.aboutmcdonalds.com/mcd/students/mcdonalds_does_good/diversity_at_mcdonalds.html], [accessed on Aug 16, 2010] Europe environment report 2005, available at [http://www.aboutmcdonalds.com/etc/medialib/csr/docs.Par.19910.File.dat/McDonalds%20Europe%20Environment%20Report%202004.pdf], [accessed on Aug 16, 2010] East-Asia economy, available at [http://web.worldbank.org/WBSITE/EXTERNAL/NEWS/0, contentMDK: 22009548~pagePK: 34370~piPK: 34424~theSitePK: 4607, 00.htm], [accessed on Aug 16, 2010] James L. 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Heike Mieth, (2007), the History of McDonalds, GRIN Verilog, USA Mc Donalds resources, available at [http://www.aboutmcdonalds.com/mcd/csr/report/overview/corporate_profile/employees.html?DCSext.destination=http://www.aboutmcdonalds.com/mcd/csr/report/overview/corporate_profile/employees.html], [accessed on Aug 15, 2010] Mc Donalds listings, available at [http://www.thefranchisemall.com/news/articles/18982-0.htm], [accessed on Aug 16, 2010] Online ordering, available at [http:// www.computershare.com/mcdonalds], [accessed on Aug 16, 2010] Royal McDonald childcare, available at (http://www.rmcd.com/), [accessed on Aug 16, 2010] Reuters report 2007, available at [http://www.reuters.com/article/idUSDEL20122420071015], [accessed on Aug 16, 2010] Revenue income data, available at [http://in.finance.yahoo.com/q/co?s=MCD], [accessed on Aug 16, 2010] Shareholder data, (2009), McDirect Shares puff, Mc Donalds, USA Student program, available at [http://www.aboutmcdonalds.com/mcd/students/faq_for_students.html#3], [accessed on Aug 16, 2010] Time news, available at [http://www.time.com/time/business/article/0, 8599, 1874034, 00.html], [accessed on au 16, 2010] United States Department of Agriculture, (2005), Agriculture Information Bulletin Number 794, USA World Bank data, available at [http://web.worldbank.org/external/default/main?theSitePK=659149pagePK=2470434contentMDK=20370063menuPK=659159piPK=2470429], [accessed on Aug 16, 2010] Yahoo news, available at [http://au.pfinance.yahoo.com/special -features/mcdonalds/index.html], [accessed on Aug 16, 2010]

Tourism during olympic games

Tourism during olympic games Acknowledgements I would like to thank my dissertation supervisor, Dr Denise Ball, for all the help, advice and encouragement over the duration of this study. Her assistance has been much appreciated in successfully completing this paper. In addition I would also like to thank my family and friends for the support they have bestowed upon me throughout the whole project. The reason for choosing this topic is more of a personal interest of seeing further developments taking place in London as being a resident myself. It would be a privilege to add my dissertation piece to current literature available on Sporting events and furthermore critically conduct my secondary research and analysis of the findings. Chapter One: Introduction Sporting events like the Olympics are endeavours that create and develop growth of tourism and awareness of the host city or country. The earliest documented example of sport and tourism is that of the Olympic Games which date from 776 BC (Zauhar in Weed, 2004). The tourism aspect of the games was emphasized by political aims. It was often advocated that both sport and tourism would bring different people and cultures closer together and the key aim of the ancient games was to bring a strong sense of cultural unity to a politically divided country (Davis, 1997). As London won the bid for hosting the Olympic Games in 2012 over Madrid, Moscow, New York, Paris and Singapore, the Queen herself congratulated the London Olympics committee for working hard in preparing and executing the bid. Prime Minister Tony Blair along with the Londoners in Trafalgar square and East End called the win a momentous day for Britain. He further went onto say that many reckon [that London] is the greatest Ci ty in the world and the Olympics [would] help it keep it that way (BBC, 2005). This research will explore the ways in which the London Olympics committee can learn from the successes and failures of previous host countries in managing the tourism around the event. The questions arise in to whether London can become the City of the world and whether the Olympics can help in reaching that goal. The Prime Minister Tony Blair, Culture Secretary Tessa Jowell and London 2012 Chairman Lord Coe met with the leaders of major tourism and leisure groups at Downing Street (BBC, 2005). The meeting discussed raising the standards of accommodation, access for disabled visitors and to make sure that the workers who looked after the tourists would be adequately trained (ibid). Leaders from the Hilton group, Center Parcs and others were told quick action could lead to a 25% growth in tourism. In the past host countries have experienced growth tourism in years before the Olympic Games and also after the Games. Ms Jowell said: It can grow to  £100bn by 2012 with action on skills, quality and investment. But [it] must start now (BBC, 2005). Since the historic games in Athens, it was only during the three decade that the Olympics have transformed into a profit making endeavour. The first privately owned Olympic Games were held in Los Angeles which made a profit of $215 million (Millar, 1992). This was the first game since 1986 that did not utilize the publics money. The 1984 games openly embraced corporate donors and sold everything and anything. The LAOOC (Los Angeles Olympics Organising Committee) sold the games to Coca Cola, Anheuser-Butch as well as thirty other firms for a combination of $216 million, surpassing the projected $116 million which consultants estimated the Games would fetch (ibid). Revenue from the Olympics has always been a motivator for countries to continuously rival other countries for the desire to be the host country. However other than the money, a sense of strong image is immediately portrayed to the world. The Olympics as an image maker for the host country gives free media coverage of the hosts tourism. The questions asked to the next host London is that can they learn from previous Olympic mistakes and successes to make London the best city in the world? Aims and Objectives the Olympic games celebrate universal human ideals and demonstrate a commitment to culture, education and the environment-providing sponsors with powerful opportunities to reach consumers in a multitude of ways (IOC, 2004). This study aims to explore through current literature the way by which London can become successful in hosting the Olympics 2012 by examining examples of best practice. It aims to analyse the successes and failures of Olympic host destinations in reference with their positive impacts upon the tourism industry. The research aims to pinpoint recommendations into how London can become the greatest city in the world and how the branding of being the host of 2012 Olympics can help portray that image. To answer the research question the following research objectives will be considered: To examine the impacts of hosting the Olympics on the destination image To identify the specific market segments that the Olympics will attract and propose recommendations for promoting London 2012. To see what the development agencies promotion plans are for the Olympics image. To analyse successful Olympic methods used to promote the destination image through the Olympics. To identify best practice in leveraging the Olympics for tourism. Methodology Case Studies This method was chosen to help analyse how London 2012 could learn from the successes and failures of the previous Olympic host case studies. Although the case studies will have their limitations and approaches, the research will need to utilise its strengths and where there are weaknesses in the cases, make sure that they do not affect this research. The research will gather important, critical and analytical references on the Olympics, destination marketing, image development and branding. From these basic references, these elements will be compared and contrasted to the Olympics in general and particularly focusing on the London 2012. Hopefully through the methodology a list of strengths and weaknesses of hosting the Olympics should surface. Furthermore, should weaknesses appear an explanation of how the Olympics can benefit London as a major tourist destination will help contribute in maximising Londons opportunity cost. This dissertation will provide an overview on the current literature of the Olympics, destination branding, marketing and image marketing. The methodology will only use secondary research in reviewing case studies on previous destinations that hosted the Olympics. Structure The main body of this research will consist of six chapters. Chapter one will take a look at the overall research, mentioning what the research will consist of, putting the research into context and explaining method that could be used. The second chapter, the literature review will provide an overview of authors in the areas of events management, marketing with the emphasis on destination branding and events. Chapter three will analyse the case studies which will identify the successes and failures of previous destinations which will hopefully identify a gap in the market to what London could provide and capitalise on. Chapter four will examine to what London is doing now for hosting the Olympics and what they could do with the help of the case studies analysis. Chapter five will focus on the recommendations in how London can become the greatest city in the world with the help from hosting the Olympics. Finally, chapter six, the conclusion, will re-examine the objectives and how the y have been met, and suggest further areas for future research. Chapter Two: Literature Review The purpose of a literature review, as name suggests, explains or briefly describes the academic work that has been reported about the field of research. The purpose of the review is to look at how the Olympic 2012 could benefit Londons image as a major tourist destination. The main focus of this review will be based on the influence of sporting events on destinations. Branding Brand is vital to success. It is an asset of differentiating promise that links a product to its consumers (Anres). When people think of brands they think of Coca Cola, Nokia, Sony, Odeon and Starbucks etc. Brands represent a strong and enduring asset which boosts the companies success (Kotler, 2006). A brand is a promise which is supported by key brand management principles which are positioning, communicating and operations. Positioning determines what the brand promises such as Red Bull gives you the promise of more energy. Communicating is also about creating the promise into the customers mind while operations spell out how that promise will be delivered. The Olympics itself is a brand. The Olympics spirit has timelessly communicated sportsmanship, friendship, competition, or just simply Going for Gold. Olympics are the most single major sport event that can lead an ever increasing awareness and participation of a range of different sports at any one time. The logo for London 2012 according to Lord Coe (BBC, 2007) is not a logo but a brand that is said to take London forward. The challenge with brands is that it could be difficult to put the overall message the brand is trying to depict. Lord Coe mentioned that the reason why the logo is designed in that way is what was tried to be shown in Singapore, a way to reach out and engage young people. Not only is the brand for the 2012 Olympics there to engage people in sport but also there to be inspired and make a positive change in [Londoners] lives (Blair, 2007). Aspects of Branding Image Among the many fundamentals that brand projects towards the public is image. The study of destination imaging is a relatively recent addition to the field of tourism research. Several studies have illustrated that destination image; do indeed influence tourist behaviour (Hunt, 1975; Pearce 1982). In essence, destinations with strong positive images are more likely to be considered or chosen in the travel decision process (Goodrich, 1978; Woodside Lysonski, 1989). The formation of image has been described by Renolds (1965) as the development of mental construct based upon a few impressions chosen from a flood of information. The information available to the consumer includes promotional literature (travel brochures, posters), the opinion of others (family, friends, travel agent) and the general media (newspapers, magazines, radio, television, books, movies etc). Moreover, Gunn (1988) has used these various sources of information and used the role it has on destination image formation in his model of seven phases of travel experience. These are: Accumulation of mental images about the vacation, Modification of those images by further information Decision to take a vacation trip To travel to that destination Participation at that destination Return home Modification of the images based on the vacation experience Gunn labels the destination formed in phase one as organic image. This is due to the information which is sourced from non-touristic and non commercial sources such as the general media (newspapers), education and opinions of family and friends. It is only after phase two where information sources such as travel brochures, guides and agents are used. The organic image therefore is altered by the additional information. From a broad field of resources and information is the destination image portrayed. The World Tourism Organisation (1980) and Kotler (1987) both view that this is due to the link between a countrys tourist image and its national image. The process of the destination image formation highlights two important points. Firstly it suggests individuals can have an image of a destination even when they have never visited it or even been exposed to more commercial forms of information. Secondly, since there are changes in the destination image before and after the visitation, it is desirable to separate those images of those individuals who have already visited the destination and those who have not visited. Destination Branding With the importance of image formation in reference to how image helps branding, it is important to note how a certain destination is created to become a destination brand. Destination branding is a competitive sport amongst different destinations who adopt brand techniques in effort to craft and differentiate an identity which emphasises the uniqueness of their product. Destination branding looks at developing an emotional relationship with the consumer through highly focused communication campaigns (Pritchard, 1998). The World Tourism Organisation (WTO) suggests that the twenty-first century will see the emergence of tourism destinations as fashion accessories. Indeed as style symbols, destinations can offer similar consumer benefits to highly branded lifestyles. The choice of holiday destination is a significant life style indicator for todays inspirational consumers and the places where they choose to spend their hard earned income increasingly having to have an emotional appeal, highly conversational capital and even celebrity value (Morgan et al, 2002). A special event like the Olympics that provides the consumer with the leisure and social opportunity beyond everyday experience and often reasons to attract tourists which help to raise the profile, image or awareness of a region (Jago Shaw, 1998). Brand Positioning Brand positioning is imperative as this projects how a destination will satisfy consumer needs. A destination brand manifests as an image in the mind of the consumer, which may be quite different to the self-image intended in the brand identity (Ashworth Goodall 1990). The images of the destination understood by consumers play a significant role in their travel purchase decisions. As a result, an understanding of the images held of the destination by consumers is important, to determine whether there is similarity between the desired brand image and that which resides in the minds of consumers. The concepts of brand identity, brand positioning and brand image are distinctive components of the construction of a brand. These are presented in Figure 1. A brand position is the part of the brand identity and value proposition that is to be actively communicated to the target audience and that demonstrates an advantage over competing brands (Aaker, 1996). Communication in this case is very important and for a country holding the Olympics it is very important that a number of communication campaigns are done as this would be the key to differentiate the country. The Olympics is a sport that creates an emotional relationship of a destination to potential visitors through the way the destination is marketed. One such destination is Australia. The Sydney Olympic Games in sporting, marketing, operations management, facility management with the combination of the ongoing aggressive marketing branding of the country as a whole, has created Australia to be known symbolizing to Australias economy (Morse, 2001; Tibbott, 2001). The use of the Sydney Olympics as a marketing tool has helped Australia estimate that with the hosting of the Games the acceleration of Australias marketing has accelerated by ten years providing an extra A$6.1 billion in foreign exchange earnings between 1997 and 2004 (Haynes, 2001). More information on the Sydney Olympics will be given in the next chapter. Destination Marketing Branding is possibly the most powerful marketing tool available to destination marketers who, are faced with increasing product parity, substitutability and competition (Morgan Pritchard 2002). Uniqueness in this day and age is the claim from most destinations if not all who state they have superb hotels, resorts and attractions down to the friendliest people and customer focused tourism industry and service. It is very difficult to differentiate destinations as most destinations offer the similar products such as the destinations that just offer the sun, sea and sand factor. Uniqueness from a destination comes from differentiating from the competitors. According to Macrae, Parkinson and Sheerman (1995) branding in marketing terms symbolises a combination of product characteristics and added values, both functional and non functional which is linked to brand awareness. As branding touches the emotional realm of consumers, they begin to make lifestyle statements as they are not only buying a brand but the emotional relationship (Sheth, Mittal and Newman, 1999; Urdde, 1999). Emotion and loyalty is one of the key differentiators that marketers try and portray for the appeal of brands (Westwood et al., 1999). It is the consumers perceptions, [their] beliefs, [their] feelings [that make] brands important (Lury, 1998) on the other hand, Hallberg (1995) disagrees that emotion is not enough, the answer is in the developing of a strong brand which holds some unique associations for the consumer. Branding Tools There are many brand tools/elements which are useful for destinations to have while promoting their destination, especially during ths2e Olympic Games. These brand elements are: Brand names Logos and symbols Characters or mascots Slogan and jingle Packaging and signage It takes many years to establish a brand image, name recognition and develop strong awareness of a destination or product (Curtis, 2001). The Olympics is a recognised brand just like the World Cup. Mega events such as sports are simple marketing tools which a destination can use to promote their destination. As brands create awareness, the private and public sectors take advantage in maximising the benefits. Brand Australia was created when the Sydney was chosen to host the Olympics in 2000. It was declared the best ever by the IOCs president, Juan Antonio Samaranch and Australias tourism strategy [was] described as a role model for future host cities. Brand logos are a graphic design used to identify a destination. They are recognisable, meaningful and positive. They are a part of a destinations sign system communicating identity (Hem Iversen, 2004). Brands have helped differentiate different destinations, the logo for Australia 2000, a Kangaroo, the countrys most recognised symbol, set against a red sun and blue waves created a unique recognition of Australia for many years. 1998 saw the launch of the three year brand advertising campaign. Morse (1998) commented that [the] campaign [gave]the opportunity to use the extraordinary interest in Australia surround the 2000 Olympic Games to build awareness and add depth and dimension to the destinations image. The use of Logos and Symbols creates an awareness of the destination which people can recall upon in the future, such as the Olympic rings which us versatile and transferable across cultures. The success of a brand is whether different cultures can recognise where the brand is fr om and what it represents. One way in which the Olympics and the host community have done this is through using characters or Mascots for the events and to promote the events. The mascot would portray the destination and the culture of the destination such as Australias mascots were three animals and birds that could be only found in Australia. These were the kookaburra, platypus and echidna symbolising the event, host city and the new millennium. Another element of branding is the use of slogans. Slogans are used to create a memorable event. The Olympics in general has always been known to have the slogan going for gold. This slogan gives the Olympics an advantage of creating awareness of not only the Olympics but the host destinations as well. Australias slogan fun and games was a way to encourage people to travel to Australia during and after the games (ATC, 2001). Branding is vital to success. As you can see from the examples given, the elements of branding and different aspects of branding have increased the awareness of the host destination. Marketing the destination Brand Once a destination has been developed as a brand, marketing the destination as a brand needs to be done. Advertising is one of the main activities of the marketing therefore advertising the brands needs to be accomplishing important objectives. Destination advertising continues to grow in budget and importance. Australia spent $6.7 million Australian dollars on promoting the whole country over a four year period before the Olympic Games (ATC, 2001). The most successful brands will last and be remembered for years even after an event. Brands only work if their image can be retained in cognitive and affective parts of the audience for long periods of time. Some brands retained successfully that audiences become instant word of mouth advertisers for the brand. A study realised that older adult tourism markets will continue to grow in both size and importance. The study tired to compare whether older people since they are more aged, had less memory retention then younger adults that are visually stimulated. Unexpectedly, with education and destination familiarity statistically controlled, results using text indicated age differences in favour of younger adults for the number of features recalled but not for elaborations. No memory differences were found using framed picture formats, suggesting that younger and older adults process information from pictures similarly. Follow-up analyses revealed that advertising format is a determinant of elaborative memory, while age is not.(MacKay, 2006) Marketing a destination brand needs to make advertising the destination brand effectively and efficiently. Advertising uses both written language and pictures as information to promote the destination along with their destination brand. The fact that aging differences poses no difference in elaborate memory, this helps advertisers strategise their plans to better recall their marketing objectives. A study further suggests that if formatting is one in the focus verses the age of the audience, the advertisement decision will lie between using text or framed pictures. Using text will bring more ideas which can be detailed via a beginning, middle and end sequence. However, elaborative processing of the information will not occur spontaneously, more experimental while reaching far and wide age differences. Mackay (2006) goes onto further state that destination marketers, on the practical side find this of interest. There is sufficient evidence that information plays a certain role in inspiring destination choice, and/or modifying motivations, expectations and activities. The contribution of pictures invokes tourists destination image and expectations. No matter what the age, pictures focus on evoking types of amplification and impressions that is often seen in image advertising. Content of advertisements remain as a mix of both text and visuals. Even though advertisers are currently exploring the new media of the web, in addition to traditional destination promotion avenues, advertisers at the end of the day will have to reckon and strike and effective balance between visuals and text. Advertising needs to address issues such as age, format and memory for tourism advertising. Olympics as a Marketing Vehicle The Olympic Games as an event has transformed into a vehicle for marketing a destination brand. Rather than an end in itself, when the games come to an end and the gold medals are awarded, the destination brand is still selling itself. Hosting the Olympics has not always bought in profit. Munich in 1972 lost  £178 million. The Montreal Olympics made an even bigger loss of  £692 million in 1976 (Preuss, 2004). However on a positive note and turning point for the Olympics, Los Angeles 1984 made a profit of  £215 million while in 1992 Barcelona made 358 million pesetas from the Olympics. The Atlanta Olympics in 1996 was able to help the Georgia economy when they profited with $5.1 billion. The Olympics has now evolved into a venue to market destinations. The Olympics committee is most secretive organisation tasked to vote and choose host bidder, years before the actual games. A press release from CBC (2006) commented, Even after a century of modern Olympic Games, the international Olympics committee is still very much a mystery. The IOC has been called by a reporter of being, the most autocratic, aristocratic, organisation in the world. The strict way of choosing the host is through the enormity of profitability that the Olympics games can achieve. To host the games gives a prestigious achievement to the chosen country. Not only opportunities for economic profit arise, but the chance of media coverage and urban regeneration. The Olympics in this way helps the destination become globally recognised. There is no loss in for the host country even through there is evidence of financial loss in the past. Success cannot be plainly measured on profit and loss. To increase the awareness of the sports events is included in a broader aim to raise the city of host country. Sport has always been an unbiased area that can benefit people in cross cultures. However economic impact is arguably one of the most important indicators of the success of a major sporting event and often one of the main incentives for attending to host the event initially (Brown Massy, 2001). In Britain economic impact importance if hosting the sports events became evident after the Euro 96 football championships, which attracted 280,000 overseas supporters who spent approximately  £120 million in the eight host cities (Dobson et al, 1997). The tournament itself made  £69 million for UEFA and although FA made an operating loss of  £1.7 million, a  £2.5 million surplus was made after taking into account Englands prize money for getting into the semi-finals (Kozak, 2002). The marketing platform that is offered by the Olympic Games is unrivalled. The marketing activities build and the unmatched competitive advantage is able let the host destination maximise the Olympic image. Sponsoring the Olympics is an advantage for both the local and global business entities (IOC, 2005). The breadth of Olympic sponsorship rights, benefits and opportunities provides partners with great flexibility and range in integrating the Olympic association throughout the corporate philosophy and into all aspects of corporate strategy (Olympic.org, 2006). Leveraging the Sporting events and the Olympics for tourism Leveraging sporting events is very important to a destination as the benefits for the host destinations are huge. According to Hall (1997) Mega-Events are associated with large-scale public [and private] expenditure and fast tracking of building projects. These enable the destination to start on the construction of facilities and infrastructure, erection of landmark structures, redevelopment and revitalisation of areas and transform urban space for example mega events in old industrial cities. There are many more advantages for leveraging sports for the host destination such as the construction of new attractions and landmarks and the construction of accommodation such as the Olympic villages. Sporting events creates a type of phase of beautification where plazas, streets, parks, community centres etc are refurbished not only for the pleasure of the tourists but for the local communities as well for the event and years after the event (ibid.) Leveraging the Sydney Olympics for Tourism According to Mr Ripoli (2000) an Australian MP (House of Representatives), the Sydney Olympics would create new initiatives for the Australian citizens such as an increase in jobs. He furthermore went on to state that for every ten percent increase in visitors to Australia, about 30,000 jobs would be created. A concern for what the Olympics will leave in terms of a legacy is pondered over by Olympics organisers. There is a major investment in the Games, during the ten years leading up to the Games (Chalip, 2000). When the investment of the Sydney Olympics was so high (0.6% of GDP), it was natural to ask what the return is on the investment. The number one return which is noticeable straight after the Games is the new sports facilities that remain after the Games. On the other hand, such a big venue would be hard to operate especially when events do not need such a big venue. For example in Barcelona, the Olympic diving facility and the Olympic baseball stadium are no longer in operation. Sydney has made improvements to the infrastructure to the host city. In Sydney, the city government made an investment of millions of dollars (AUS$115 million in 1998 1999 alone) to beautify the city. As an Olympic city is well known of having millions of tourists, Sydney from the time of the bid won to the Game opening, had increased their hotel room capacity by twenty-five percent. With an advantage of leveraging the Olympics a form of disadvantage always follows. According to Chalip (2000) the two Olympic stadia built require 200 events per year to break even and they are not even obtaining half that amount. A legacy is like a brand, the brand that is left after the event. In the next chapter a construction of how Sydney have managed their destination brand, before, during and after the Games. Case Study of the Olympics: Sydney 2000 Tourism destination branding is a new concept that has branched out from the popular of branding products and services. To narrowly define, it is the sum of what the market thinks when they hear the brand name. To effectively employ this marketing strategy, destination branding goes through all the touch spots, including but not limited to the physical environment, entry and exit points, signage, marketing, residents attitudes, transportation venues (airports, motorways), events, internet, visitor services and leadership. A specific case destination branding is found in the success of the 2000 Sydney Olympics. The Sydney Olympics has been noticed as the most successful Olympics ever held. In this case, its success was a result of several destination branding factors including: Geographical areas The display of Olympic spirit The partnership of the ruling body in the Olympics Sydney is widely known for its landmarks such as the Opera House and the Harbour Bridge. Banking on the existing destination branding that the tourist spots have made in the past, it helped project Sydney towards better branding strategies. These places contributed to the success of the Olympic Games in 2000, but the most important aspects to be noted in terms of geographical area are the improvements made in Sydneys transportation infrastructure and its capability to supply the needs of the Olympic games (with only population of 3.9million, Sydney already has 50m pools compared to 7+ million people in London with just one pool). The success of the Sydney Olympics could also be attributed to the high spirits displayed in the event. Volunteerism displayed in the Olympic Games of 2000 was defined as something to be treasured and kept by Aussie volunteers (both athletes and spectators). The people of the city had high level of involvement in day-to-day activities and expressed their connection with the spirit of the Games in unexpected and informal ways. Informality and spontaneity were therefore central to the creative spirit of the Sydney Games. The peo