Costco Wholesale Corporation Essay

Costco Wholesale Corporation operates an international chain of membership warehouses, mainly under the â€Å"Costco Wholesale† name, that carry quality, brand name merchandise at substantially lower prices than the merchandise typically found at conventional wholesale or retail sources. The warehouses are designed to help small-to-medium-sized businesses reduce costs in purchasing for resale and for everyday business use. Individual consumers may also purchase for their personal needs. Costco’s business model depends on high sales volume coupled with quick inventory turnover. Costco operates as a membership warehouse that is based on the concept of offering members the lowest prices on a limited selection of national brands and select private-label products that cover a broad and wide range of categories. This business model is very appealing and appropriate for this type of chain and has many benefits. For one, quicker inventory turnover combined with efficient inventory management systems reduce Costco cost of selling goods. Quick inventory turnover combined with high sales volume allows Costco to sell and receive cash for goods before it has to pay for any of its merchandise, this allows Costco to finance a large percentage of its inventory through the payment terms provided by its vendors rather than having to maintain a sizeable working capital to pay for its merchandise . These saving in its operation enable Costco to pass these saving on to the consum er in the form of low prices. Another reason it’s appealing is because Costco targets high end products thus bringing in high-end consumers into its stores. Demographics and its product selection could be damaging for Costco. Costco’s main product selection choice is made up of large volume single size packaging such as canned goods, soft drinks are only sold in these large container quantities. This combined with its main demographic of individual members who are more affluent customers in the discount retailing sector could be a potential problem. Competitors like Sam’s Club and BJ’s Wholesale offer goods or various degrees and varying sizes of products allows for more customers to want to shop at their stores to buy goods cause not everyone wants to buy a luxury item or a bulk sizes. The solution might be to offer more products at smaller quantities. This will allow more  buyers in who previously might not have shopped a Costco because they are divorced or have a smaller family or just single. Another are Costco could improve on is its direct buying relationships. As mentioned earlier Costco could ensure a stocking of certain items on their shelves so they can avoid stock outs and lose sales. To help its profit margin and reduce dependence on other manufacturers it could increase its brand Kirkland private brand products beyond to current 600 products. A final suggestion is that Costco could consider additional international expansion. They could place more warehouses in Canada. This is where they have been well received. It is the second largest revenue stream behind that of the United States. Costco’s internal environment can be analyzed to establish the core competencies to exploit market opportunities and avoid possible threats. Costco must combine this with the external environment factors to secure a successful long-term strategy. By analyzing their capabilities, using above methods Costco can determine their strengths. Many sight changes on external could have huge blow to Costco. For example, Suppliers can change the cost of inputs, such as when a strong union sets a high wage for a particular craft. If Costco allows the organic produce famers more power, then the farmers could force terms on Costco. This dependence increases if Costco does not have many other sources to supply the produce. Simple SWOT analysis may explain internal and external scan situation. Here are few point observed from Costco’s SWOT analysis. They seem to have great reputation in local neighborhood; customers tend to return to store, no big direct competition, lots of choice and great locations, Weaknesses would include: a lack of strong management team, handling perishable items geographical limitations The opportunities to develop a unique position in organic catering and to grow the business are examples of the opportunities available for Costco. Threats include some of the following: competition, state of the economy dealing with perishable items weather including natural disasters Costco’s External environment strategies are based on firm’s ability to foresee future business environment and trends based on industries, economy, and political factors. External environment analyze is key for any company to execute its strategies to meet its performance and profitability. â€Å"Despite the uncertainty and dynamic nature of the business environment, an assessment process that narrows, even if it does not precisely define, future expectations is of substantial value to strategic managers† (Pearce II & Robinson , Jr, 2009). In today’s society a business needs to be unique and offer a one of a kind value to keep its customers coming in and purchasing its products. An industry such as retail can experience at times high growth what sets Costco apart from its competitors to gain an competitive advantage is its three components of the company’s strategy that were mentioned earlier, low pricing, limited selection and treasure-hunt merchandising. Is this enough to ensure that future prospects will purchase items at your store? Costco’s main competitors are Sam’s Club and BJ’s Wholesale and both are similar to Costco’s way of doing business. Costco is exceeding both Sam’s Club and BJ’s in terms of net sales and market share. Nevertheless, Sam’s Club has recognized its market share and is aggressively launching new initiatives to grow its sales and market share. One way they plan to increase its market share is by emphasizing new products for the home instead of products for small businesses. They also are using national TV ads to make consumer more aware of their stores. They also are attracting a new group of prospective buyers by setting up a collegiate membership. BJ differentiates its self from both Costco and Sam’s Club by offer a wide range of items in fact  7,300. Another way they differ from the competition is they offer aisle markets and express lanes, and low cost video-based sales aids to help make the shopping experience better.

Affect of Fast Food

Primary Factors that Affect Choice of Fast Food PRIMARY FACTORS THAT AFFECT CHOICE OF FAST FOOD AMONG INDIVIDUALS OF DIFFERENT COUNTRIES AND DIFFERENTIATIONS IN HEALTH PERSPECTIVES RELATED TO CONSUMPTION OF FAST FOOD ABSTRACT The objective of this research is to identify the impact that culture has on the consumption of fast food and to compare the difference in buying behavior in different countries.Finally, this work will investigate the major factors that affect customer’s choice in fast food and to understand the relationship between food consumptions and health. This study has made a qualitative examination of fast food consumption among individuals of various nationalities and ethnicities in various countries specifically as related to consumption of fast food through an extensive review of literature in a study reported in interpretive and descriptive findings.Literature reviewed in this study is of an academic and peer-reviewed nature and published in journals, books, and professional literature and is of a recent nature. Globalization is greatly changing society and culture all around the globe in terms of consumer choices, lifestyle, individual preferences, socialization and custom and at the same time all of these factors are individualizing and changing specific aspects of marketing for fast food restaurants such as McDonald’s, Kentucky Fried Chicken, and others.In short, understanding factors affecting consumer choices regarding fast food is a complex focus of research because many diverse and various factors must be taken into consideration in terms of fast food and indeed the non-foodness’ (Kwan, 1999) this study has found that non-food related factors affecting consumer choice of fast food establishments on a local and international basis include factors such as: (1) individual choice; (2) religious; (3) group preferences; (4) health-related factors; (5) location and availability of restaurant choices; (6) costs; (7) sociali zation; (8) time available for eating; (9) with whom they are eating the food; (10) whether the individual is a student in a college or university within the proximity of a fast food restaurant. OBJECTIVEThe objective of this research is to identify the impact that culture has on the consumption of fast food and to compare the difference in buying behavior in different countries. Finally, this work will investigate the major factors that affect customer’s choice in fast food and to understand the relationship between food consumptions and health. INTRODUCTION This study focuses on the factors that affect the choice of fast food by individuals in various countries throughout the world and specifically as related to buying behavior as related to consumptions of fast food and health perceptions among these individuals and different cultures. BACKGROUND OF THE STUDYMany studies have cited health-related affects from fast food consumption therefore this study has sought to investi gate the factors that affect the choice of fast food among different individuals in various countries throughout the world and the related health perceptions of these individuals as related to consumption of fast food. METHODOLOGY This study has made a qualitative examination of fast food consumption among individuals of various nationalities and ethnicities in various countries specifically as related to consumption of fast food through an extensive review of literature in a study reported in interpretive and descriptive findings. Literature reviewed in this study is of an academic and peer-reviewed nature and published in journals, books, and professional literature and is of a recent nature. INTRODUCTIONGlobalization is greatly changing society and culture all around the globe in terms of consumer choices, lifestyle, individual preferences, socialization and custom and at the same time all of these factors are individualizing and changing specific aspects of marketing for fast fo od restaurants such as McDonald’s, Kentucky Fried Chicken, and others. In short, understanding factors affecting consumer choices regarding fast food is a complex focus of research because many diverse and various factors must be taken into consideration in terms of fast food and indeed the non-foodness’ (Kwan, 1999) of fast food must be examined. ‘Non-foodness’ is a term coined in the work of Kwan (1999) which is a term used to refer to other reasons that fast food is chosen for consumption among consumers internationally. These factors will be specifically focused on in this study. RESEARCH QUESTIONS ) What different views are held among different cultures in countries throughout the world relating to consumption of fast food? 2) What are the health perspective differentials existing among individuals in various countries throughout the world related to fast food consumption? 3) What are the primary factors that affect the consumption of fast food by col lege-age students from various countries of the world? 4) Is consumption of fast food an addition to- or an extension of- cultural issues surrounding food consumption? 5) What non-food related factors affect consumer choice of fast food establishments internationally and locally? LITERATURE REVIEWThe work of Jiang (2006) entitled: â€Å"American Fast Food in Chinese Culture† states that the research reported is of a study that examined the affects of American fast food culture on Chinese eating habits and the perceptions that the Chinese population have on their general health statuses and the effects of American fast food on Chinese health. Factors listed in this study for consumption of fast food included: (1) Convenience; (2) Speed; (3) Clean and quiet environment; (4) Children being the reason for visiting fast food establishments. Included in reasons for visiting fast food establishments by the Chinese individuals interviewed by Jiang were the reasons stated as: (1) Clea nliness; and 2) Preference for the food. In the country of China Jiang (2006) states that places: â€Å"†¦such as McDonald’s and KFC represent the attainment of the desired urban Chinese life. They are places where small companies started by recent college graduates hold office meetings. They are popular dating spots among the young adults and quiet places to get away from the hustle and bustle of metropolitan life for the increasing population of white collar workers. The well lit, standardized and clean restaurants represent the antithesis of the traditional Chinese restaurant in which franchises are rare, busy meal time are always loud, and the older generations tend to prefer. (Jiang, 2006) Jiang relates that these fast food restaurants in China place an emphasis on the culture and social status which is reflected in â€Å"†¦the business strategies of the fast food companies in targeting the younger generation with weight loss salads, quiet environments and tr endy music. † (2006) The younger generation in China have different values than do their parents â€Å"†¦the standards for social status have changed as well. Changing standards which American fast food among other companies have been catering to include the creation of â€Å"†¦non-smoking, clean, professional franchises that make the younger generation feel comfortable and upscale.At McDonald’s for example, they are treated in the same manner as a successful businessman thirty years their senior. At Starbucks, the standardized menu allows them to have their favorite drink made the same way no matter which franchise they visit. At KFC, one can sit down to study without being bombarded by loud yells from smoking middle-aged men talking business over beer. Whereas previous generations favored personal attention, the new generation now favors personal comfort. In order to be successful, consequently, new businesses have to target the intra-generational cultures . † (Jiang, 2006) The work of Wai Yin Kwan entitled: â€Å"American Fast Food in Hong Kong, Taiwan, and China† (1999) relates some very interesting facts.Kwan (1999) conducted a survey among Texas students from Hong Kong, Taiwan and China. Findings of the survey include the following stated reasons why these individuals choose fast food: (1) Because it is â€Å"something new and different† – Kwan relates that â€Å"since hamburgers, pizzas, and french fries are not items found in the traditional Chinese diet, many first time customers went to the fast food places just to find out what the food and the entire fast food experience were like. † (1999) (2) American – Kwan relates that for some of these individuals the aspect of the individuals in this study because it provided them with a â€Å"change to participate in and associate themselves with the American culture. (1999) Kwan’s study revealed that because â€Å"people have differin g conceptions of what America is, the exact aspects of American culture that the consumers found appealing also differ. For the younger generation the American fast food/tee-shirt and jeans culture represents a lack of formal rules, casualness, and youth. For young adults who are involved or wish to be involved in the business world, American fast food represents the modern, global culture. † (1999) (3) Something special – Kwan relates that in the advent of the fast food chains â€Å"†¦their prices were relatively high compared to lower end, traditional eating establishments. The high prices prevented most people from going there on a regular basis, and therefore fast food was seen a special treat. (1999) (4) Tourist destination – Kwan relates findings that since fast food places are generally concentrated in the large urban areas â€Å"†¦and have not yet reached rural towns, many rural tourists who visit large urban cities in China make a special tri p to fast food places. Many tourists have their picture taken in front of the McDonald's sign or with the Ronald McDonald statue outside the restaurant to document their contact with an exotic culture. â€Å" (1999) (5) Location, location, location – Over a period-of-time, Kwan’s study notes that â€Å"†¦as the number of fast food outlets increased, the reasons why people go to fast food places changed. All the interviewees who have become accustomed to the presence of the fast food chains now cite the numerous locations as a major reason for going to fast food outlets.Some of the students said while they would never make a special trip to go to a fast food place, they sometimes ate fast food because they happened to walk by a fast food place when they were hungry. † (1999) Additionally, other than the number of fast food outlets, the locations were noted to play an integral role in the popularity of fast food among the students from Hong Kong, Taiwan and China as many of these outlets are located nearby schools and college campuses and students were stated to be prone to gather in these outlets in the late afternoon and early evening following classes. (6) The Toys! – McDonald’s was found to be popular among youth from Hong Kong, Taiwan and China because of the toys provided with the Happy Meal. Kwan states: â€Å"Recently the Happy Meal toys also attracted the attention of the adult market.The sales of Happy Meals at McDonald's in Hong Kong jumped 80% in 1998 after the introduction of the Snoopy doll, and jumped 10% in 1999 after the introduction of the Hello Kitty doll This increase in sales was driven by both kids and adults who bought and then resold the dolls at twenty times the original price. † (1999) (7) Friendly staff – According to Kwan another reason cited for the popularity of fast food was the friendly staff and atmosphere. Findings of the survey relate that quality of service varies at other high-end expensive and traditional restaurants â€Å"while the quality of service at traditional places varies greatly depending on the personality of the waiter, the students said that the cashiers at the fast food places are always smiling and polite. † (1999) (8) Cleanliness – Kwan relates the fact that Taiwanese and Chinese students â€Å"†¦were also impressed by the cleanliness of the fast food places.One reason for the cleanliness is the fact that unlike traditional restaurants where the customers leave all the dishes on the tables when they leave, the customers at the fast food places throw their own trash away. The students were also impressed by the fact that employees were constantly sweeping the floors and cleaning the windows. † (1999) The students from Hong Kong however, â€Å"†¦didn't express the view that the service and cleanliness of American fast food chains are superior to domestic eateries. † (1999) Kwan reports that in surv ey questions that focused entirely on fast food at McDonald’s the following findings were stated: (1) Friendly atmosphere – Kwan relates that the tops reasons for choosing McDonalds among the students from Taiwan and China included: (a) clean atmosphere; (b) friendly atmosphere. Secondary was the food itself. 2) Cheap prices – Kwan relates that unlike China and Taiwan â€Å"†¦where the prices at McDonald's were higher than traditional food eateries, the prices at McDonald's in Hong Kong are cheaper than most other eateries. The low prices were very attractive to the young students who had a limited supply of money. † (1999) Kwan relates that among the students he surveyed that â€Å"none of the students I interviewed expressed a strong negative view of the American fast food chains. Also stated in the findings of the study conducted by Kwan (1999) is: â€Å"While there is a bias against American fast food, especially among the older generation, the bias isn't for reasons that American critics normally cite.Many of the students said that their parents never even wanted to try American fast food because of the fact that they didn't consider it real food. In their opinion a real meal consists of rice or noodles, some meat and vegetables, not â€Å"two slices of bread, a small piece of meat and some ketchup. †(Kwan, 1999) The students from Taiwan, China and Hong Kong, held the view that the more choices available to them all the better and as well nearly all of the students held the belief that â€Å"†¦of the students also shared the common belief that the introduction of American fast food companies was not a threat to their culture, because they believe that the Chinese people are too proud of their food culture to ever let fast food replace traditional food. † (Kwan, 1999)This study reports that among those students who enjoyed eating fast food it was viewed as â€Å"†¦more as alternative to their dail y diet, rather than being the main part of their diet. † (1999) Kwan relates that there was no expressed concern among Hong Kong and Taiwanese students â€Å"over the widespread presence of fast food back home, some of the students from China were bothered by the rapidly increasing presence of fast food in China. One student said while she readily accepts the presence of McDonald's in the urban cities, she is less supportive of the idea of McDonald's spreading into the rural areas. † (Kwan, 1999) Kwan humorously states: â€Å"Relax people, it's just capitalism! (1999) It is reported that the students surveyed held a belief that the fast food corporations are just â€Å"corporate behavior as a natural part of doing business†¦Ã¢â‚¬  (1999) The students surveyed by Kwan did not have a negative image of American fast food companies and some even held the belief that local food culture has been improved by the introduction of the fast food restaurants. The reason sta ted for this is: â€Å"Previous to the introduction of fast food, not much attention was paid to the service and cleanliness of inexpensive, small scale eateries; good service and a clean environment were high priorities only in expensive, high scale restaurants.The students, who are old enough to compare the conditions of local eateries before and after the introduction of fast food, said that some local restaurants are trying to improve their service and cleanliness in response to the competition from the American fast food industry. † (1999) The study conducted by Kwan also reveals the situation that occurred in Hong Kong: â€Å"In 1974 the founders of Cafe Coral changed the eatery from a traditional style restaurant, to a self-service system that combined Chinese style food with Western style concepts of mass production, quality, service, cleanliness, and value. By 1999 Cafe de Coral had 112 fast food outlets in Hong Kong, second only to McDonald's 147 outlets.These dome stic fast food companies have taken what they have learned from Western fast food companies and created viable alternative for local consumers who want both the service, cleanliness, and low prices associated with Western fast food and the taste of traditional Chinese food. † (Kwan, 1999) Kwan relates that the rapid spread of American fast food in China â€Å"†¦China should not simply be seen as one-way process of foreign business imposing their product on local consumers. Consumers have as much affect on the way the product is perceived and used, as the corporations that market the product. † (1999) Adjustments have been noted in the menu offerings by the fast food restaurants in order to adapt to the tastes of the locality which includes offering of the Teriyaki burger by McDonald’s and the offerings of a seafood Pizza by Pizza Hut topped with shrimp and squid.Students in numbers have made note of the fact that the Spicy Chicken Wings at Kentucky Fried Chi cken (KFC) were greatly liked and Kwan states this is due to the fact that â€Å"Chinese people generally consider the wings, not the breast or the thigh, as the juiciest and best part of the chicken. † (1999) Another aspect of the attraction of fast food to consumers that differentiates American and Hong Kong customers is the time spent at a fast food establishment. American consumers are stated to spend, on the average, 11 minutes while the Hong Kong consumers reporting spending, on-the-average, 20-25 minutes at the fast food establishment. Kwan relates: â€Å"One student I interviewed said she and her friends would often go to McDonald's for a â€Å"quick† thirty minute meal before going somewhere else such as the movies. While for Americans the idea of spending thirty minutes eating fast ood seems to contradict the purpose of going to a â€Å"fast† food place, to Chinese consumers this behavior is quite normal. † (1999) Also stated among the findings of the study of Kwan is that the fast food establishment is a â€Å"place to hang out†¦a social gathering place for people, especially youths and college-age people. † (1999) The location of these establishments centrally located to schools, universities, and colleges and allowed those who frequented these fast food restaurants to hang out as long as they like, although the study reveals that other waiting customers did often apply pressure and hurry those with tables to eat and surrender the table and with other customers soon to follow to pressure those just having gained the table to give it up to them.Kwan specifically relates that one of the primary reasons for fast food restaurants becoming a chosen hangout is because â€Å"†¦there are no other food establishments that students and their friends could hang out. The owners of small, family-owned Chinese restaurants expect the customers to finish eating in a reasonable amount of time so that new customers can b e seated. The fancier restaurants, that are more accommodating to people who stay for longer periods, are too expensive for most youths. â€Å" (1999) The social aspect of fast food restaurants reflects that status of eating in socialization among these students. Kwan relates findings that eating, among the students surveyed â€Å"was considered a social activity to be shared with others.All of the students said that they would usually or almost always go out to the fast food places with someone else. Some students even said that they would never go out to eat alone. For some students the primary purpose of going to the fast food places was to hang out, not to eat. A few of the students said that they went to the fast food places, even though they didn't like the food, because their friends wanted to go. They would order a drink and maybe something small like fries or a dessert, and spend quite a while there just hanging out and talking with their friends. † (1999) Kwan note s the ‘Non-foodness of fast food† in that it has been assimilated into accepted local culture†¦Ã¢â‚¬  although this is certainly on a global scale, et this type of food is not viewed the same as traditional Chinese food in the Chinese culture. Chinese food is not only traditional in its content but in its cultural form as well the vast array of available dishes when eating in a Chinese restaurant is accompanied by a great and lengthy discussion as to the ‘quality’ of the food â€Å"†¦and urging others to eat more. † (Kwan, 1999) Furthermore, it is revealed in this study that Chinese fast food consumption is through â€Å"a simple routine of picking which number value meal they want. † (Kwan, 1999) One of the primary findings in this study is that â€Å"many people don’t expect to get full from fast food.Kwan states that students related: â€Å"†¦they would feel ripped off if they went to a traditional place and didn't g et full, the fact that they didn't get full from McDonald's never bothered them. A few of the students even commented on the fact that two or three hours after eating fast food, they would get hungry again. If they had eaten a real meal, meaning rice, meat, and vegetables, then they would be full for the rest of the night. † (1999) Kwan’s study notes that the reactions of the overseas students to fast food in America includes the findings that to these students interviewed from China, Taiwan and Hong Kong: â€Å"Chinese made American fast-food tastes better† accredited to the spices in China which are put in the burgers make them taste better than in America.Chinese students state that pizza is even better in China and stated in the survey: â€Å"Many of the overseas students said that they were disappointed the first time they ate pizza here in America because they were used to eating pizzas with five or six toppings back home. They thought it was a rip off tha t the pizzas in the U. S. usually only come with one topping. † (Kwan, 1999) Among the students interviewed Kwan states findings that â€Å"the ubiquitous nature of fast food is also another reason for their decreased interest in fast food. Since the allure of eating something â€Å"different†, something â€Å"American† is gone, the only reason left to go to the fast food places is the food itself. For most of the students I interviewed, the food just isn't enough of a reason to go to the fast food places. † (1999)Kwan concludes the study by stating: â€Å"The reasons consumers in China, McDonald's and Hong Kong go to fast food places is much more complex than the fact that â€Å"Chinese consumers are obsessed with all things American. † Their reasons for going to fast food places range from characteristics shared by consumers throughout the world, such as convenience, location and hunger, to reasons that based on specific cultural values, such as the view that eating is a social activity. Ironically the food itself only plays minor role in the popularity of fast food. The emphasis on going to a fast food place as a social activity, rather than a eating activity, offers a definition of the term â€Å"fast food† that is vastly different from the one created by the business executives. † (1999)The work entitled: â€Å"Fast Food: Faster Way to Ill Health† published in ‘The Hindu’ relates that while country has â€Å"the largest epidemic, in any nation, of malnourished people†¦Ã¢â‚¬  as well India â€Å"will soon be the largest epidemic of any national, of obese and diabetic people who will be prone to trouble with their kidneys, eyes, nervous systems, or other parts of the body. † (Balasubramanian, 2008) This is attributed to policies, or actually a lack of policies â€Å"of successive governments, central and state†¦Ã¢â‚¬  ((Balasubramanian, 2008) This report relates that fa st food or ‘junk food in India’ â€Å"does not come any faster than the traditional idli, vada, dosa, samosa, pakoda or chat in our shops and stalls; indeed it comes slower. † (Balasubramanian, 2008) The report relates a typical scene in India stating: â€Å"One report says that over 23 per cent of the children in Delhi are obese.One hopes that this estimate is not true; if it is, one shudders to think of the numbers in Mumbai, Hyderabad, Pune, Chennai, Kolkata, Gurgaon and other nouveau riche cities with their fast pervading mall culture and fast food attractions. Here is a typical scene from one such mall in Hyderabad. It has a 4-movie multiplex theatre, surrounded by 40-odd fast food kiosks and 20-odd shops that sell clothing, perfumes and jewelry, music and video CDs and DVDs and the like. Not one of them sells traditional Indian meals or snacks. And the mall, like 20 others in the city, is filled with thousands of youngsters who obviously have enough to spe nd. We did not have such scenes in India twenty years ago, but this mall and fast food culture is expanding explosively across India. This too is part of the globalization of India, a part that auses great concern about the health of its citizens. † (Balasubramanian, 2008) Balasubramanian reports a research conducted by the research firm ‘Synovate’ recently among thirteen countries on â€Å"food habits and health, particularly fast food culture and obesity. † (2008) Findings in the study reported by Balasubramanian (2008) state the â€Å"†¦the number one fast food nation in the world is the United Kingdom. About 45 per cent of the people there are fast food eaters, and say â€Å"I like the taste of fast food too much to give it up. † (Balasubramanian, 2008) Following a close second are Americans at 44% and Canadians in very close behind in third place consumption of fast food and 37%.Very different findings are stated for the French who reject fast food at a rate of 81% and Singaporeans who reject fast food at a rate of 71%. Balasubramanian notes that while â€Å"†¦these two countries too are globalized, developed nations, and yet their people reject fast food. † (Balasubramanian, 2008) Balasubramanian states that a paradox exists among the French in that there are so very few incidences of metabolic type disorders and diseases. This could well be the fact that only 30% of those in France are overweight while â€Å"less than 24 percent in Singapore†¦Ã¢â‚¬  are overweight. Those overweight in China are at approximately 18% and 15% of individuals were obese in India until 1980 when that rate climbed rapidly to 27%.Balasubramanian makes a comparison of fast food and traditional food in India and states: â€Å"A hamburger with toppings yields 300 calories (cal) and 10 grams (g) total fat. A slice of pepperoni pizza has 180 cal and 7 g fat. A 12-oz (340 ml) can of Coca Cola yields 155 cal, and a small porti on of McDonald’s French fries has 210 cal, and as much as 15g total fat (and the bad ones, the trans fats, form 4g of this amount). More often than not, these are eaten as snacks and not as meals, and thus add to the calorie and fat content- contributing to obesity and associated ill health. † (2008) Balasubramanian states that in comparison to Indian snacks nd ‘tiffin’ that these â€Å"†¦one midsize idli offers 70 cal and 0. grams fat, a sada dosa 140 cal and 5 grams fat (hence a set dosa or steamed dosa is better), and a samosa packs 370 cal and 18 grams fat (matching a pizza slice or a plate of fries). A glass of lassi (200 g) gives you 140 cal and 2 grams fat (only if it is not ‘malai dal ke’). In the list of fattening dishes of India, korma and biryani stand on top, while ‘tikka’ items cooked in dry oven are low fat. This comparison is not to say: â€Å"avoid burger and fries, and eat only idli vada,† but to reque st to use moderation and caution. † (Balasubramanian, 2008) In another report from the University of Austin Texas entitled: â€Å"Research Examines the Incorporation of Fast Food Culture† it is related that although McDonald’s the work of Dr. John Traphagan and Dr. L.Keith Brown which is published in the Journal of Ethnology (2002) which relates that fast food is among many and â€Å"†¦often is disparaged as imposing American culture upon unsuspecting global consumers, a new study shows that in Japan fast food restaurants may have positive cultural effects. † (2002) This study â€Å"†¦highlights examples of how McDonald's, Kentucky Fried Chicken and other Westernized fast food restaurants provide an opportunity for Japanese families to interact with a sense of intimacy and conviviality that is not seen in more traditional Japanese fast food establishments. † (Traphagan, 2002) T Traphagan states in the findings of the study: â€Å"We becam e interested in fast food in Japan as a result of casual observations of people in restaurants.It seemed to us that the patterns of eating and interaction were different from what is often reported in the media and in various scholarship in relation to the role of McDonald's and other fast food venues in modern societies. We also were interested, in this age of globalization, in how the products of multinational corporations such as McDonald's fit into other, non-American cultures,† he said. â€Å"We were interested in how such global, or American, products are perceived in other cultures, how those products are consumed and used in other cultures, how they are adjusted or changed to fit with the local culture and what effect such things have on other cultures. † (2002)Through observation of the behavior of those eating in fast food restaurants the researchers were able to note differential eating patterns between Japanese and American consumers including findings of th e sharing of food among co-workers, friends, and members of family. Traphagan states: â€Å"It is very common for Japanese to have plates of common food in the center of the table, from which they take small portions. Intimacy is sometimes evident by the manner in which people use their chopsticks. If they turn the chopsticks around and take the food from the common plate with the back ends of the chopsticks, this indicates a degree of social distance. One would not do this with family members.The tendency of having common food in the center of the table holds in restaurants like McDonald's, where people usually dump all of the french fries onto a common tray in the center of the table and then draw from them as desired. † (2002) Fast food was also found in the study conducted by Traphagan to be differentiated in Japan from fast food in the United States in that Japanese fast food â€Å"†¦involves a range of options wider than the burgers and fries or fried chicken that typifies the American example, ramen, yakitori and sushi can all be fast food. In some ways, many aspects of Japanese cuisine are fast food in that they can be prepared, kept and eaten quickly — although by no means do Japanese always eat quickly. (2002) It is important to note the findings stated by Traphagan that the Japanese â€Å"†¦view foods like hamburgers and fries as snacks, rather than as a full meal. The lack of rice puts these foods into a somewhat different category from that typical in the U. S. † (Traphagan, 2002) Traphagan states findings that certain customs of the Japanese were â€Å"†¦sustained in fast food restaurants. One is that a woman in the group — the wife, mother or girlfriend — will go to the counter to place the order and pay, while the rest of the family is seated. In a society where family dinners are rare, the researchers found this time was used by the father to interact with his children, making a trip to McDon ald's an important family outing. † (Traphagan, 2000)The work of Douglas Kellner entitled: â€Å"Theorizing/Resisting McDonaldization: A Multiperspectivist Approach† (nd) states that no doubt exists that â€Å"McDonaldization is spreading as an international phenomenon. † This work states that in 1996 the Economists made note of the fact that McDonalds reported the intention to open approximately 32,000 new restaurants and that two-thirds of these would be located outside of the United States. It is stated that the analysis conducted by Ritzer while acknowledged McDonalds in terms of its ‘product, architecture, and atmosphere to local conditions†¦Ã¢â‚¬  fails to analyze the â€Å"meanings, social functions, and experiences†¦Ã¢â‚¬  that are experienced by customers as McDonald’s â€Å"generates a variety of local conditions. † (nd) It is noted that McDonald’s, just as any global artifact â€Å".. as very different meanings and functions in different regions and parts of the world, and a concrete analysis should interrogate local conditions in which consumers provide their own narratives of their site-specific and particular experiences to capture the variety and diversity of meanings of the McDonald’s effect. † (nd) Kellner states that he would argue for what I call a multiperspectivist social theory (Best and Kellner 1991 and 1997; Kellner 1995) to engage the phenomenon of McDonaldization and to provide a more contextual and multidimensional paradigm for analyzing the multiplicity of economic, socio-political, and cultural aspects of McDonaldization.This requires mobilizing the resources of both modern and postmodern theory, using both Marx and Weber, and Baudrillard and postmodern theory, as well as the resources of cultural studies and a critical multiculturalism, to theorize the full-range of the phenomenon of the global hybridization of McDonaldization, its cultural and ideological c onstruction, and its complex effects. McDonaldization is a many-sided phenomenon and the more perspectives that one can bring to its analysis and critique, the better grasp of the phenomenon one will have and the better one will be able to develop alternative readings and generate oppositional practices. † (nd)The work of Jack Marr and Alcinda Hatfield entitled: â€Å"Fast-Food Restaurants: Just What Eastern China’s Consumers Ordered† states that the growth of fast food restaurants in the country of China has â€Å"mushroomed† in both ‘number and diversity’. Specifically stated is that â€Å"as recently as 1993, Chinese consumers had few fast-food choices. Restaurant food was limited to five-star hotels, traditional Chinese restaurants and street-side wonton, pulled noodle and tea-egg vendors. † (2004) The favorite fast food in the country of China is Kentucky Fried Chicken who has combined a popular mid-priced menu, featuring fried chi cken, some of which is adapted to local tastes. Its modern atmosphere and marketing target Chinese children. (Marr and Hatfield, 2004) The primary competitor of Kentucky Fried Chicken in China is McDonalds with â€Å"sixteen of its current 120 restaurants in China are located in Shanghai. † (Marr and Hatfield, 2004) The work of Shiva Dindyal and Sanjay Dindyal entitled: â€Å"How Personal Factors, Including Culture and Ethnicity, Affect the Choices and Selection of Food We Make† published in the Internet Journal of Third World Medicine relates that the major cities in the world â€Å"are made up of diverse societies, consisting of a wide range of individuals from different ethnic and cultural backgrounds. Ethnicity refers to a social group, which shares certain distinctive features, such as language, culture physical appearance, religion, values and customs.Culture on the other hand refers to how we do and view things in our group. For example a shared set of values, assumptions, perceptions and conventions based on a shared history and language can make a certain group. In order for a society to function efficiently and smoothly these individuals must learn to integrate and coexist together. This will involve among other things, accepting and sampling different types of foods and even adjusting their diets. † (Dindyal and Dindyal, 2008) Dindyal and Dindyal relate that consumption of specific foods may be encouraged or discouraged among groups as well as the consumption of specific foods during certain life stages and under certain conditions.Religion is also stated to play a great role in food choice, selection and consumption in certain societies and cultures. Another personal factor affecting food choice and selection is â€Å"patterns of eating, which include for whom the food is being made. † (2008) Stated as an example is that in traditional eastern cultures â€Å"food tend to be prepared for a large number of people at regul ar times of the day. The opposite is true in western cultures, where food prepared less frequently during the day and often the same mea is eaten more than once during the day. † (Dindyal and Dindyal, 2008) Another personal factor affecting choice of foods is the individuals’ occupation which is a factor stated to â€Å"†¦directly influence the people’s social class. (Dindyal and Dindyal, 2008) Another factor is the â€Å"mood and individual personality† of the individual† as well as â€Å"geographical factors such as where people live and the range of shops situated near them†¦Ã¢â‚¬  (Dindyal and Dindyal, 2008) A recent survey conducted among 975 girls and 13 boys relating to fast food reports that when asked â€Å"Do you enjoy eating fast food? † respondents replied as shown in the following chart. Figure 1 Do you enjoy eating fast food? [pic] Source: (Report on would you Like Fries with that? – Latest Survey Results, nd) When asked â€Å"How often to you eat fast food? † respondents in this survey revealed that they eat fast food between one and three times each week while the second largest group replied that they eat fast food between two and three times each month as shown in the following chart. Figure 2How often do you eat fast food? [pic] Source: (Report on would you Like Fries with that? – Latest Survey Results, nd) When respondents were asked the question of: â€Å"If you don’t eat fast food, why? † respondents were asked to reply by stating: (1) I don’t like it; (2) My family never goes out to eat; (3) There are no fast food restaurants near my house; (4) It is unhealthy; (5) I eat fast food so this question does not apply to me; (6) I am a vegetarian/vegan; (7) It costs too much; or (8) other, the respondents stated as shown in the following chart. Figure 3 If you don’t eat fast food, why? |whynoeat | |dntlike |41 |5. 05 | famnoeat |51 |6. 28 | |n offrest |13 |1. 6 | |unhealth |126 |15. 52 | |eatff |550 |67. 73 | |Vegetarian |17 |2. 09 | |toomuch$ |6 |0. 74 | |other |8 |0. 99 | Source: (Report on would you Like Fries with that? – Latest Survey Results, nd) When respondents in the survey were polled in relation to what their favorite type of fast food was choices provided included burgers, pizza, Chinese food, chicken, tacos, salad, soup, breakfast, hotdogs, chicken, fish and chips, nachos, french fries, subway, pasta, sweets, and none.The respondents stated preferences for fast food type as shown in the following chart. Figure 4 What is your favorite type of fast food? [pic] Source: (Report on would you Like Fries with that? – Latest Survey Results, nd) When respondents were asked if they had a favorite fast food restaurant among the choices of McDonald’s, Burger King, Taco Bell, Wendy’s, KFC, Jack in the Box, Arby’s, Jollibee, Subway, Pizza Hut, In and Out, Panda express, Long John Silvers, Tim Hortons, Dairy Queen, Checkers, or some random fast food place the replies stated were those as follows with McDonalds in the lead: Figure 5 Do you have a favorite restaurant? [pic]Source: (Report on would you Like Fries with that? – Latest Survey Results, nd) When respondents in the survey were polled as to whom they usually went to fast food restaurants with the choices stated as parents/family, brother/sisters, friend, by myself, coach/team, grndrent, don’t eat, boyfriend/girlfriend, coworkers, or other, the replies given by respondents are shown in the following table. Figure 6 Who do you usually go to fast food with? Count Percent |whoeat | | | | parents/fam |526 |54. 73 | |brosis |63 |6. 56 | |friends |272 |28. 3 | bymylf |14 |1. 46 | |coach/team |1 |0. 1 | |grndrent |20 |2. 08 | |donteat |48 |4. 99 | |bf/gf |7 |0. 73 | |coworkers |5 |0. 52 | |other |5 |0. 52 | Source: (Report on would you Like Fries with that? – Latest Survey Results, nd) When respon dents were asked â€Å"What do you enjoy most about fast food? † respondents stated the tastes as being the number one enjoyment with the second and third most stated reply being the ‘fast’ and ‘cheap’ nature of the fast food as what is most enjoyed about fast food.All results are shown in the following chart. Figure 7 What do you enjoy most about fast food? [pic] Source: (Report on would you Like Fries with that? – Latest Survey Results, nd) When respondents were polled concerning what they liked the ‘least’ about fast food, respondents replied as shown in the following chart. Figure 8 What do you like the least about fast food? [pic] Source: (Report on would you Like Fries with that? – Latest Survey Results, nd) When respondents were polled as to their perceptions of fast food in terms of health the respondents gave the following replied stated in percentages concerning their view of fast food was that is it ‘unheal thy’.Only 104 disagreed with this statement and only 12 strongly disagreed. The overwhelming majority of respondents stated an agreement that fast food is not healthy. Figure 9 Fast Food is Unhealthy [pic] Source: (Report on would you Like Fries with that? – Latest Survey Results, nd) When respondents were asked â€Å"If you eat at a fast food restaurant, what is your main reason? † respondents stated reasons as shown in the following chart with liking the tastes of fast food and because their parents eat fast food as primary reasons for eating at fast food restaurants. Figure 10 If you eat at a fast food restaurant, what is your main reason? [pic] Source: (Report on would you Like Fries with that? Latest Survey Results, nd) Finally, this study asked respondents in this study the question of whether: ‘If you were forced to choose between cooking at home or eating fast food for the rest of your life, which would you choose? † Respondents overwhelmingl y stated that they would choose to cook the rest of their life if forced to make a choice at the rate of approximately 82%. The study of Marsh, Fanning and Stiegert (2003) entitled: â€Å"Socioeconomic Determinants of Fast Food Consumption† states that: â€Å"Fast food consumption has increased dramatically over the past three decades in U. S. , accounting for nearly 35. 5% of total away-from-home expenditures in 1999. It is interesting to note the findings of this study which states: â€Å"Lin, Lucier, Allhouse, and Kantor examined the influence of fast food growth on frozen potato consumption. They report that on any given day that 13% of consumers eat french fries with fast food establishments accounting for 67% of the french fry market. They also report that french fry consumption varies by age, region, urbanization, race, and ethnicity, but independent of income. † (Marsh, Fanning and Steigert, 2003) Also stated in the findings of this study is: â€Å"Important regional and socio-demographic factors emerged. Consumers in the South and Midwest were most likely to consume fast food.In terms of gender, males were more likely to consume fast food than were females. Individuals were more likely to consume fast food until they reached 20-30 years of age at which point the likelihood that they consume fast food decreases throughout their life. Larger households (especially those with more than four persons) were less likely to consume fast food. Although the impact of income on the likelihood of consuming fast food was statistically significant, it was very inelastic. The likelihood of consuming fast food was much more sensitive to age relative to household size and least sensitive to income. † (Marsh, Fanning and Steigert, 2003) SUMMARY OF THE LITERATURE REVIEWEDThe findings of the present study acknowledge first that fast food consumption is global in nature stretching from India, to China, Hong Kong, Taiwan, Singapore, to the United Stat es, fast food and fast food restaurants are relevant to a great majority of the world’s consumers. This study has found that fast food restaurants located near schools, colleges, and universities, are frequented regularly by students and that places such as McDonald’s represent more than food consumption because these places are also places of socialization for college students and other young people where these individuals study and ‘hang-out’ with their peers. The largest majority of individuals who eat fast food have been found in this study to e completely aware that fast food is unhealthy however, this study has found that fast food is not considered by most individuals to be ‘real food’ and that fast food such as McDonalds is acknowledge as less nutritional, less healthy and less filling than what is considered to constitute ‘real food’ cooked at home. FINDINGS OF THE STUDY This study has posed the questions of: (1)What diff erent views are held among different cultures in countries throughout the world relating to consumption of fast food? ; (2) What are the health perspective differentials existing among individuals in various countries throughout the world related to fast food consumption? (3) What are the primary factors that affect the consumption of fast food by college-age students from various countries of the world? ; (4) Is consumption of fast food an addition to- or an extension of- cultural issues surrounding food consumption? ; and (5) What non-food related factors affect consumer choice of fast food establishments internationally and locally? This study has found that consumption of fast food is viewed pretty much the same across cultures, race, and ethnicity in various countries as most individuals acknowledge fast food to be generally snack type food and not really to be considered a meal such as ‘real food’ cooked at home.Fast food, when contrasted to real cooked food would be cast aside if individuals had to make a life-choice of the type of food they preferred to consume. This study has also found that the largest majority of those who eat fast food acknowledge that fast food is unhealthy to consume on a regular basis. The primary factors influencing college-age students in their consumption of fast food are factors of socialization and availability of fast food restaurants near schools, universities and campuses. Fast food consumption has been found by this study to be both in addition to as well as an extension of cultural issues and customs surrounding food consumption.Finally, this study has found that non-food related factors affecting consumer choice of fast food establishments on a local and international basis include factors such as: (1) individual choice; (2) religious; (3) group preferences; (4) health-related factors; (5) location and availability of restaurant choices; (6) costs; (7) socialization; (8) time available for eating; (9) wit h whom they are eating the food; (10) whether the individual is a student in a college or university within the proximity of a fast food restaurant. CONCLUSIONS Having reviewed an extensive amount of literature in the subject area of factors affecting consumers in the consumption of fast food this study concludes that the factors that affect fast food consumption among consumers are great in number in all countries in which fast food in consumed. Non-food related factors are just as great in the influence of fast food consumption as are food-related matters such as taste and nutritional value of the food being consumed.However, traditional restaurant dining is greatly preferred among older consumers and among more discerning younger consumers although this does not greatly impact younger consumers in terms of reducing their consumption of fast food or increasing their consumption of more traditional restaurant dining food items. RECOMMENDATIONS FOR FUTURE RESEARCH Future research wi ll likely undertake studies of a longitudinal nature relating to factors affecting food consumption differences among different nationalities and ethnicities and as well will focus specifically on tracking the consumer patterns of individuals that follow those individuals over many years and life health-related transitions in gaining a complete understanding of the primary health-related factors that affect fast food consumption patterns among individuals of different nationalities and ethnicities.

Should Environmental Rights be inserted into the Canadian Charter of Essay

Should Environmental Rights be inserted into the Canadian Charter of Rights and Freedoms - Essay Example Through the Charter of Rights and Freedoms, Canadians are afforded the right to life, liberty of expression, security and protection from discrimination. However, these liberties and rights can only work against themselves if the people are not allowed to enjoy them with the right to be in healthy environments. To this end, this paper will critically evaluate why environmental rights should be inserted into the Canadian Charter of Rights and Freedoms. Approaching the protection of certain rights through statutory and constitutional means is a practical and achievable initiative and, in the present age of global warming, all citizens in the world, including future generations, are entitled to protection from unhealthy environments. Therefore, the Canadian federal government must consider how the rights of its citizens to an environment that is balanced ecologically and healthy are ensured, both through statutory and constitutional means. Denying Canadians the right to live in healthy environments cannot be justified. Since a nation’s Constitution defines its people in more ways than just a simple set of legal instructions, it should also exemplify their highest values and aspirations. Therefore, as the supreme law of the land, it is only fair that the Canadian Constitution mirrors its people’s connection to their environment which sustains health and life. Sadly, in the industrialized world, Canada ranks extremely po orly in terms of environmental performance. According to a survey conducted by the Center for Global Development, based in Washington, Canada was placed 27th out of 27 among the industrialized countries (Erin 61). From this, there is evidently an urgent need to include environmental rights in the Charter of Rights and Freedoms. This will also serve the purpose of confirming the federal government’s public trust obligation of protecting the environment under its authority.

Dreaming in Cuban by Cristina Garcia Essay Example | Topics and Well Written Essays - 1500 words

Dreaming in Cuban by Cristina Garcia - Essay Example The novel setting is in between Cuba and the USA where the focus is on a single family of three generations. Ideally, the novel narration in the novel is the third person narration with countable instances written in the first person narration. One of the key aspects witnessed across the novel is the fact that the narration jumps from one point in time to another hence going contrary to the linear fashion of narration. The novel has a number of themes witnessed all through the plot that vary from memory, living in exile, family ties and political divisions that characterized the Cuban history. Writing techniques used by Garcia I.Retrospection All through the novel, the narrator seems to be giving accounts of events that they might have experienced in the past without interfering with the flow of the story. The purpose of using this technique is to illustrate the suffering of the Del Pino family that spreads across the generations. The family members that plotline focuses on are Pilar, Celia del Pino’s grand daughter, Lourdes and Felicia who are Celia’s daughters. The author relies on the accounts of the narrator as the author was in exile that did not interact with Castro’s rule. Therefore, the narrators pat makes the author to have a glimpse of how it used to be back in the day when Garcia was residing in the USA. This aspect of narrations relatively appears in films hence making Garcia a formidable author as not many may use this technique in their literature works. II. Projection The projection technique is a technique that blends well with science fiction stories where the predicted future tends t o be imaginary, but at the same time appears real to the reader. In the novel, projection is a clear element that affects the narrator’s story as the mental instability that had struck Celia befalls on her daughter Felicia. In essence, Celia became mentally unstable when her husband Jorge died while Felicia became mentally unstable because of the ill treatment that she received form her husband. In the end, Felicia attempts to kill Hugo, her husband as the torture proves immense on her. On the other hand, Celia becomes mentally unstable because of the cruelty that received from Jorge’s mother and sister all through her pregnancy. Therefore, the obvious projection here is that cruelty and pregnancy were the probable causes of mental disorders for these two women. III. Different period and structure The author uses this technique within the characters of the novel to suggest reflections that they have of the future. The constant throws in between time helps in the illust ration of the turmoil that the characters were experiencing although at different times. In essence, the psychological torment that the characters portrayed illustrated the gravity of their situation that justified some of their actions. For instance, the author asserts that the minds of Celia and Felicia snapped at some point although the time of their occurrence was not the same. Another similarity presented by the author is that both Celia and Felicia gave birth to daughters as their first children. Therefore, the author uses this technique to present the striking similarities in the occurrence of events that occurred at different times. IV. Straight forward Evidently, the format of the narration is no different from the normal presentation of a story as the novel begins with a clear beginning that

History The World Essay Example | Topics and Well Written Essays - 1000 words

History The World - Essay Example Competition for such resources as land marked top of the list. This is because the nomads made their temporary homes in favorable places. Being an arid area, water was scarce. Farmers always fought over the small rivers that provided water for the large numbers of tribes. In some cases, the nomads made the temporary homes along the rivers to feed and water their camels and other domestic animals. Other resources like pasture and climate contributed to the choice of temporary homes for the nomads. Again, the nomads held a notion that the settled communities were rich and had lots of private property. This led to raids and theft marking another cause of resentment. Skirmishes erupted from these raids and increased theft hence the war in Darfur. Illiteracy and poor conflict resolution skills led to increased fights among these two communities; hence the negative attitudes. According to Skuratowicz (4), Sudan’s pastoralist and nomadic thing has become more of a way of life than a choice. This has been caused by the tough climatic factors that the country faces ever since. Nomads and the already settled communities fight over grazing rights of their animals. The local governance has not been strong enough to help solve problems caused when nomads find way through the farmers land, and has led to even more conflicts and negative attitudes. Even though it is their duty to solve the problems and see to the needs of the citizens, it is almost evident that someone is sleeping on their job towards working against these causes of conflict and negative attitudes. In addition, during the colonization time, the colonizers grabbed and owned the best land then. This led to fights between the colonizers and the colonized. The people of Sudan are nomads in their own land. This is another obvious cause of resentment towards the settlers despite the fact that some obtained those fertile lands in a legitimate systematic way as is noted by

Shock Advertising and High Fashion Brands Essay

Shock Advertising and High Fashion Brands - Essay Example The paper "Shock Advertising and High Fashion Brands" talks about High Fashion Brands and Shock Advertising. Shock advertising, sex and high fashion brands make an irresistible mix. Over half a century of research has proven to be in favor of sex in advertising as Wikipedia (2005) suggested: â€Å"Further evidence comes from Gallup & Robinson, an advertising and marketing research firm which reports that in more than 50 years of testing advertising effectiveness, it has found the use of the erotic to be a significantly above-average technique in communicating with the marketplace, "although one of the more dangerous for the advertiser. Weighted down with taboos and volatile attitudes, sex is a Code Red advertising technique . . . handle with care . . . seller beware; all of which makes it even more intriguing."† Lately the trend has continued with a lot of strength: â€Å"In recent years ads for jeans, perfumes, and many other products have featured provocative images that we re designed to elicit sexual responses from as large a cross section of the population as possible, to shock by their ambivalence, and often to appeal to repressed sexual desires, which are thought to carry a stronger emotional load†. So shock advertising with a sexual appeal in high fashion brands, mostly in magazines in the United Kingdom, is a hot topic that has been around since the development of Marketing. As Advertising is the communication medium of Marketing, it is not strange that this communicative tool. has been widely used to convey messages of a shocking sexual nature in the high fashion branding efforts of many marketers along the years. This field of study offers multiple, complex and controversial dimensions to be researched. 2.- Research Problem To what extent shock advertising has been applied to high fashion brands. 3.- Research Aim The value of shock advertising to high fashion brands and consumers. 4.- Research Objectives 1.- To study the impact of shock advertising in magazines with a sexual appeal in high fashion brands in the United Kingdom. 2.- To study the relevance of value marketing through the use of shock advertising to enhance the branding image. 5.- Research Area Marketing area: - Advertising - Marketing Research - Product and Brand Management - Consumer and Buyer Behavior 6.- Rationale of the research This study enables the audience to understand the role of shock advertising in the high fashion industry. Also, it allows the viewers to have a comprehensive knowledge with regard to the public attitude towards this advertising strategy. Moreover, this research project helps to find out how shock advertising could be adopted appropriately. (Separate out the usefulness to myself personally and practically, and also to the world in general) 7.- Usefulness of the research By getting into the secrets of value marketing via shock advertising using sexual appeal we can improve our brands in the marketing arena as knowledgeable marketers. It is not easy to decide when to choose shock advertising and to what extent. We have to take into account the context and the medium, among many factors. By studying this topic we can learn a lot about human nature and the consumer's tastes and preferences when it comes to high fashion products. This kind of research is

Research Methods Essay Example | Topics and Well Written Essays - 3000 words - 1

Research Methods - Essay Example The uncertainty of a given amount of revenue that may be gotten, after the perspective order in various currencies are converted to $ are computed. This provides estimation of the anticipated future revenue, to help the company in budgeting and planning processes. Consequently, the HSBC offer will be discussed to explore the disadvantages and advantages of handling the decision from the CEO and Sales manager point of view. Consequently, the paper discusses the Value at Risk of the bank, alternative options, and the historical performance of exchange rates. The conclusions from the paper will be helpful in directors and managers of USASuperCars to make proper decision in reference to the perspective future revenues, and proper ways to deal with the fluctuation in exchange rates. Introduction USASuperCars is a company that sells luxury sport cars. The company has signed a contract with seven clients around the globe to sell cars in a year’s time. The selling prices are always co nstant and are in domestic currency at the prevailing market’s selling price at the delivery time (Sarno & Taylor, 2002). One of the problems that the company faces is the uncertainty of the exchange rates, to cope with the uncertainty. The company has come up with standard deviation and estimates from the Bank of America to curb the uncertainty. The accompanying report concluded that the rates are independent and evenly distributed. Question 1 Table 1: The Total Revenue in Dollars Worldwide Orders       Exchange Rate          Customer Quantity SP SP ($) Revenue ($) Mean SD Mean ($) SD ($)    UK 12 ?57000 91006.2 1092074.4 $ 1.41/? $0.041/? 80370 2337    Japan 1 5 Y 8500000 85442 427210 $0.00904/Y $0.00045/Y 76840 3825    Japan 2 3 Y9000000 90468 271404 $0.00904/Y $0.00045/Y 81360 4050    Canada 1 1 CAD 97000 92447.86 92447.86 $0.824/CAD $0.0342/CAD 79928 3317.4    Canada 2 3 CAD 100000 95338 286014 $0.824/CAD $0.0342/CAD 82400 3420    South Africa 2 R4 100000 9654.65 19309.3 $0.0211/R $0.000083/R 2110 8.3    USA 1 $100,000 100000 100000                Total Revenue       564356.71 2288459.56       403008 16957.7    The table shows the revenue conversion from foreign countries converted into domestic currency. In the table above, it shows that the mean revenue is 2,288,459.56 dollars. Using the figure, the standard deviation is calculated as 338350.8071. The estimated probabilities for different situations are stated below Question 2 2 (a) Worldwide Orders             Exchange Rate       Customer Quantity SP SP ($) Revenue ($) Mean-Revenue Squared Mean SD Mean ($) SD ($) UK 12 ?57000 91006.2 1092074.4 765151.6057 5.85457E+11 $ 1.41/? $0.041/? 80370 2337 Japan 1 5 Y 8500000 85442 427210 100287.2057 10057523630 $0.00904/Y $0.00045/Y 76840 3825 Japan 2 3 Y9000000 90468 271404 -55518.79429 3082336519 $0.00904/Y $0.00045/Y 81360 4050 Canada 1 1 CAD 97000 92447.86 92447.86 -234474.9343 54978494808 $0.824 /CAD $0.0342/CAD 79928 3317.4 Canada 2 3 CAD 100000 95338 286014 -40908.79429 1673529450 $0.824/CAD $0.0342/CAD 82400 3420 South Africa 2 R4 100000 9654.65 19309.3 -307613.4943 94626061867 $0.0211/R $0.000083/R 2110 8.3 USA 1 $100,000 100000 100000 -226922.7943 51493954566             Total Revenue       564356.71 2288459.56             403008 16957.7 Mean          326922.7943                   Variance                1.14481E+11             SD   

Smoking-Legal Studies Essay Example | Topics and Well Written Essays - 2000 words

Smoking-Legal Studies - Essay Example view of the statement above outline, briefly, the current legislation relating to the smoke free environment in England and consider whether it is effective and in line with an individual’s human rights. Government plans to tackle the issue of smoking and to try to encourage people to quit led to the introduction in July 2007 of 6 relevant pieces of legislation aimed at businesses and public places1. The Health Act 2006 gives a definitive list of all those places that are covered by the No Smoking Ban and describes in detail the definition of public places so as to give clarity to all persons that the Act applies to. Penalties for anyone in breach of the new regulation are in the form of fixed penalties notices. Payment of the fixed penalty will mean that the person issued with the notice can avoid having the conviction entered against them. If the person refuses to pay or tries to prevent the officer from carrying out his duties then a summary conviction will follow2. Where an individual is caught smoking in a smoke-free place they could receive a fixed penalty notice for  £50 or a fine of up to  £200 and a summary conviction. The ban on smoking applies not only to public places but also to vehicles that are used for business uses such as company cars, taxis or business vehicles including delivery vans3. Although the level of compliance is high many still feel that this is an infringement of their human rights and that the government are wrong to enforce the ban on people4. Data published by the Department of Health in August 2007 after inspections had been carried out around the UK revealed that 97% of those inspected were smoke free within 2 weeks of the legislation coming into force5. In a report published by the NHS in November 2007 they report 98% compliance and 75% of adults supporting the ban6. The Minister of State for Health, Dawn Primarolo had predicted that the level of compliance would be high based on similar results when the ban was enforced in

Resolving Leadership Problems Assignment Example | Topics and Well Written Essays - 1750 words

Resolving Leadership Problems - Assignment Example nal and as the result, many organizations around the world are now facing the complex problem of creating and acquiring leaders to take the most difficult decisions and ensure success of their organizations. For this report, the paper will consider case study of ABC organization that has been able to ensure its survival in the corporate world. ABC was one of the manufacturing firms until 2012; however, in June 2013, the company’s CEO resigned away, and since then, there has been a gap in terms of leadership in the company. The owners tried bringing in new CEO in the company but it is not working the way it used to be during the time of previous CEO. The employees are suddenly unhappy about their work and there have been issues regarding decision-making in the firm. Now the owners have decided to resolve this issue by June 2014 and for that, they desire the following state of the company: Analysis of company’s records has indicated that the ABC Company was making US$4 million on quarterly basis until 2012; however, since after quarter of January to March 2013, the company has been making only US$2 million on average. Owners of the company desire to bring back company sales to at least US$3.5 million by September 2014. In addition, there have been various conflicts regarding decision-making and owners would like to see satisfied employees in the company that will ensure long-term success of the company. In order to resolve any complex problem whether it be a problem related to resolving leadership problems or a problem related to reforming education, it is very imperative that change agents ensure consensus (Kaufman, Oakley-Browne, Watkins, & Leigh, 2003) at the time of problem identification, as well as at the time of deciding its solution. Unfortunately, sometimes, change agents try to employ their tested solutions at an organization without understanding differences in context and without acquiring consensus of the stakeholders and that result in chaos and

Production and Operations Management. Lenzing AG Case study

Production and Operations Management. Lenzing AG - Case Study Example The company had its base in the town near Salzburg since long and never felt the need to spread out far from there. The company was content with its operations and business till the year 1978 when the zeal to spread out internationally was initiated in Lenzing. The initiation or the possibility was triggered by a phone call which was made by an entrepreneur of Indian origin named Ashok Birla. The Indian entrepreneur came up with an idea of structuring a manufacturing unit in Indonesia. Initially, this proposal was turned down by the management of Lenzing owing to their lack of experience in foreign joint ventures as well as investments. However, with time Lenzing was able to identify the immense potential of the enormous and unexploited market of textile in Indonesia which made the Chairman ultimately initiate a joint venture with Birla. The outcome of the venture was a new firm named South Pacific Viscose (SPV) which was also the first foreign associate of Lenzing (Spar & Et. Al., 2 008). Problem Statement or Issues The joint venture resulted to be quite successful and in a short period of time the firm SPV started earning huge profits by being a contributor of rayon fiber to the flourishing textile trade of Indonesia. It was found that there was a huge demand of the rayon fiber in the country and the firm efficiently exploited this opportunity which resulted in the augmentation of their profits by around 15 percent every year. In the year 1988, another production plant was set up by Lenzing due to the impressive profits. The second plant was established so as to enhance its production ability from 32,000 to 73000 tons each year. With the taste of success in Indonesia, Lenzing started spreading even out of Europe by way of initiating quite some fresh projects. The experience achieved with the help of its joint venture, SPV assisted Lenzing to expand. In the year 1992, a third plant for the purpose of rayon production was acquired by the company at Tennessee. It also started its manufacturing operations in China in 1994 by way of entering into a contract with the government of China to build a manufacturing plant of rayon around Beijing. These various investments and expansions helped Lenzing acquire the reputation of the sole rayon company across the world which boasted of a factual global presence (Spar & Et. Al., 2008). The company’s joint venture with Birla in Indonesia was functioning quite productively and profitably by the year 1994. This made the company Lenzing think yet once again of expanding more with the help of starting a third manufacturing plant of SPV which would facilitate to enhance up the production to 109,000 tons. It was also planned by the company that the third plant would focus on manufacturing rayon fibers of the most exceptional quality. The company was aware of the fact that with the addition of the third manufacturing plant, the firm SPV would be placed amongst the biggest facilities in rayon manufacturi ng and would be ranked in the second position after the Austrian plant owned by Lenzing (Spar & Et. Al., 2008). Along with the profitability factor, there were other important factors too which were considered to be significant as they would majorly contribute towards the expansion. The other aspects that were measured to facilitate the expansion were the strong recognized associations with the firm’s downstream customers and also the admirable working association with the Indonesian local partner. The location of the firm in Indonesia was considered to be the major inducement behind the expansion owing to the country’s potential of turning into a motivating force for the international textile industry. Apart from the advantages that triggered the

Critique of Artificial Intelligence Essay Example for Free

Critique of Artificial Intelligence Essay Journalist John Markoff wrote the article â€Å"Computer Wins On ‘Jeopardy!’: Trivial, It’s Not†. He discusses how the super computer â€Å"Watson† defeated the all time champion of â€Å"Jeopardy!† Ken Jennings. The author, throughout the article, agrees that the supercomputer â€Å"Watson† was a fair match against Ken Jennings. I disagree with Markoff for multiple reasons. This was in no way a fair match because the computer had a remarkable ability to answer questions at super speeds. Also, the computer has access to all available questions and the ability to answer them. This was in no way a fair battle between the computer and Ken Jennings. The author’s main idea of this article is mainly to say how the supercomputer was a fair match between the two. The computer has ways to answer questions that humans have no way of doing. The computer can answer questions within seconds and even milliseconds when the question is asked. It has a super speed ability to answer these questions, which gives no time for the competitor to even have a chance to answer the questions given. So, when the competitor has no time to even have an attempt to answer the question, there is no way to win. â€Å"Watson† is so smart that almost every question that is asked, he answers correctly. Since I don’t agree with Markoff’s statement about â€Å"Watson†, I don’t think his argument is valid. The reason I don’t believe his argument and points are valid is that a computer that has remarkable and inhuman-like abilities is obviously going to win in a competition of speed and knowledge. Ken Jennings had no chance against this computer. So, if a human has no chance against a machine, how can anyone call this a fair fight? Now, Markoff did define his terms clearly and specifically describe his reasons for why he thinks what he thinks, so I do give him credit for that. Still, I disagree with his argument. I disagree with most of Markoff’s view about the competition between the computer and Jennings. His main point of the fair competition is totally undebatable. â€Å"Watson, on the other hand, does not anticipate the light, but has a weighted scheme that allows it, when it is highly confident, to hit  the buzzer in as little as 10 milliseconds, making it hard for humans to beat† (Markoff 212). This statement made by Markoff proves that this was in no way possible for Jennings to beat the super computer. The computer can buzz in at amazing speeds as little as 10 milliseconds, which is way faster than any other human could possibly buzz in. Plus, the computer is programmed with so much information, that it would most likely be able to defeat Jennings, just because of the intelligence of this machine that the creators programmed into it. Overall, I do not believe that this piece published by John Markoff is in anyway valid. Markoff does however succeed in persuading people his ideas and describing his ideas and arguments very specifically. He does a good job with his argument and stating what he thinks. I do not agree with his argument though. My reaction to this piece is actually astonished because I am not sure how anyone could think that a computer competing against a very intelligent human was fair at all. The weakness of this passage is probably how it can be hard for someone to understand how a computer can manage to accomplish all this, but the strengths are good description and expression of the passage. Although he argues very well of his points, I in no way agree with his argument that the battle between â€Å"Watson† and Ken Jennings was fair.

Marketing Strategies Of Hong Thai Travel

Marketing Strategies Of Hong Thai Travel As the tourism is important industry in Hong Kong, more and more travel agencies use different marketing strategies to attract tourists. These travel agencies have like Hong Thai travel and Smart Holiday. Hong Thai Travel is a big organization. It is established in 1966, and now has more than one thousand employees. On the other hand, Smart Holiday is a small organization. It is established in 2007, its been only two years since it established. They can be existence together through use different marketing strategies. In this proposal, I will compare Hong Thai travel and Smart Holiday can be existence reasons together. I would focus on Hong Thai and Smart Holiday in Hong Kong to deeply know about the marketing strategies, thats mean I would like to compare on marketing strategies of Hong Thai and Smart Holiday as well as what factors will affect /attract tourists, what promotion channels will use for tourists and so on. By using questionnaires, 140 tourists will be asked, in other to investigate which one may attract tourist between Hong Thai and Smart Holiday. Relationship between factors such as package price, travel agency location, service quality and so on. Besides, I will use the data collection method to finish this proposal like communication approach. Beside, sampling method was used by this proposal. I will through interview, telephone, e-mail, internet to study and analysis the marketing strategy of Hong Thai and Smart Holiday. And I would like to use those methods to test what are strategies usefully. In additional, I will be refer to some relevant literature to analysis and study about marketing strategies, such as Medial Tourism Business Plan (Medial Tourism Business Plan 2009) and some reasons lead to consumer to choose travel agency (V. C. S. Heung and R. Chu 2000: 52-59). Aim A comparison of Hong Thai Travel and Smart Holiday concerning about the aspects of marketing strategies is conducted and information regarding of that is going to be shown in this project in which some elicitations hopefully can be given out. Besides, because the marketing strategies must be affect travel agencies sales, I have interest to study their marketing strategies. Background Hong Kong travel agencies developed very rapidly. In the past, Hong Kong has only large organization of travel agency, such as Wing On Travel agency, Hong Thai travel agency and so on. In some survey showed that tourists are rather well education with 34 percent having post secondary school and another 37 percent university qualification or above. (Eturbonews 2009) More and more people have money to travel because much more peoples have high education and they have some pressure in working. Also, they want to reduce a lot of pressure through a trip. Therefore, the travel industry needs larger. In travel agencies, large organizations of travel agency has use difference preferential price to attract more peoples. Besides, small organization of travel agency has use difference marketing strategy to attract more peoples, therefore, these operation are increasingly successful. Now, Hong Kong has more than 133 travel agencies. It is including small and large organizations of travel agency. In the past ten years, Hong Kong has only 105 travel agencies. It meaning travel industry developed very rapidly. In some travel agency make a survey in the past twelve months, 37 percent of tourists went to mainland china and Macau, 34 percent of them want to north and northeast Asia that including Taiwan, 15 percent of them went to south and Southeast Asia. (Eturbonews 2009) It meaning china trip, north trip and south trip and so on, it is very popular trips. Also, travel agency can make above trips to attract peoples. It is a selling point for tourists. In smart holiday travel agency, it is focus on to provide Southeast Asian line for tourist because this line trip has cheap cost price. So, Smart holiday travel agency can establish more and more stores from one to eleven branch stores. Also, south and Southeast Asia line trips have big development areas. In some travel industry survey, it showed that when Customer chose trips, they are considering reliability of the branch, price, quality, customer services and popularity. So, in this situation, Hong Thai travel agency has above superiority. it is large travel agency which have much more experience in operation. So, it can make tourists reliability and satisfaction. For the recently tourism, more and more competitors have different marketing strategies to enhance their sales. Such as Hong Thai Travel and Smart Holiday. They are use different methods to attract consumers. In aspect of Hong Thai Travel, it is established in 1966, and now has more employees around thousand. A branch stores was distributed in different location like Kowloon, Hong Kong, New Territories, Macus and China. There are 30 branch stores because Hong Thai Travel is a big organization. In additional, based on Nielsen Media Index Hong Kong Report of 2001 to 2008 show that Hong Thai Travel has maximum tourists in Hong Kong. Hong Thai travel is a full services travel agency. It provides tour packages, cruise planning to single and groups. Hong Thai travel focus on tourists throughout Asia including Hong Kong, Singapore and so on. Hong Thai of Hong Kong is a full service agency, it offer group and single tour packages, cruise packages to a variety of destinations, ticketing and h otels and more. Hong Thai travel offers the best level of travel services and quality of tourism to customer. It offers quality services as a strategy that it leads business attracts more tourists. It includes business and personal travel. Hong Thai travel agency is a one-stop travel department store to offer wide travel products and services. Travel agency managing director Mr.Jackie Wong is widely recognized as one of the leader in travel industry of Hong Kong. Hong Thai motto we make it for you, that is Hong Thais commitment to continuous to develop better and more innovation and services. In aspect of Smart Holiday, it is established in 2007, which is its been only two years since it established. Although Smart Holiday is only two years operation experience, it has been own important position in travel agency. Smart Holiday have 11 branch stores that was distributed in different place such as Kowloon, Hong Kong and New Territories. Hong Thai Travel and Smart Holiday have differe nt selling point. In aspect of Hong Thai Travel, it always provides much more different trip line to consumer. Thus, Tourists have more choice about tourism. Hong Thai vision has become the customers most beloved travel agent. Hong Thais have ability to develop new products to their success. They work closely with tourism boards and handling agencies worldwide to bring the newest travel destinations to customers. Hong Thais a place of open communication and preferred place to work in. Hong Thais provide concrete service guarantees, namely is department guarantee, price guarantee, and Itinerary guarantee. These promises make their customer worry-free since they always book their trips months in advance. They match up potential opportunities and threats from external environment with their strength and weakness in internal competence, forming strategic initiatives in four aspects. It includes financial, customer, internal business process, learning growth. They use customer touch point strategic for the customers. Its mission is innovative, receptive to changes and socially responsible in offering high quality travel services. In aspect of Smart Holiday, it only focuses on to provide Southeast Asian line for tourist. Because of Smart Holiday is small travel agency, there trip price is cheaper than other big travel agencies. Its mission is providing high quality travel services and cheaper price tourism. Smart holiday enhance network marketing for their successfully. Much smaller travel agency tells us clearly that the market has played an important role and they maintain close contact existing customers and attract new customers. Smart holiday ensure that the company name, logo, message and tone in consistent from a communication tool in other to help strengthen the brand recall. Smart holiday should build a links to their website, blog and social network throughout all their communication channels. And, this makes it easy for interested reader to find out more about their company and what the ir can provides. Smart holiday use an event marketing tool to manage their event, and promote it via their social networks. Smart holiday can provide some discount incentives in shopping event and customer appreciation. Above informations is very important for me. I will refer to above information to compare their marketing strategies, and I would like to know they can be existence reasons together. On the other hand, travel agencies are affected by economic environment factor and social-culture environment factor and so on. For example, a travel agency sale was affected by economic environment badly. Objectives Below are the main points of the objectives of this research: Comparison of 4p marketing strategy of Hong Thai Travel and Smart Holiday (place, price promotion and product) Examine the reasons why they join the trip from that channel? (Hong Thai Travel and Smart Holiday) Examine the relationship between factors (package price, travel agency location, service quality, training between staff etc.) Study the consumer behavior of Hong Thai Travel and Smart Holiday Examine the most beloved tourism lines? (in Hong Thai Travel? In Smart Holiday?) Compare travel services in Hong Thai and Smart Holiday ( customer services quality) Examine Smart Holiday can be existence reasons( have lower cost? Focus on Southeast Asian line?) Research Methods I will use the data collection method to finish this proposal like communication approach. Beside, sampling method was used by this proposal. I use sampling method because it is lower cost. In additional, it has greater accuracy and greater speed. Questionnaires: During doing the project, I need to do a research for collecting the data from manager of Hong Thai and Smart Holiday and some tourists. Therefore, I decide to design the questionnaires for research with my focus group. I will discuss some questions about collecting the data which I want to know from interviewers. Also, I need to think that what kinds of format of questionnaire that will help me to analysis the data more easier, for example, yes/no questions or open-ended questions. After decision in the choice in format of questionnaire, I then print out some questionnaire and make an outdoor research by face to face method or by uploading the questionnaires onto the internet for collecting the useful data. 100-200 interviewers will be asked about the questionnaires. Sampling: First I sample the tourists which are in stores of Hong Thai and Smart Holiday. Those places are many tourist visits that place every day. After that, I sample the manager of Hong Thai and Smart Holiday. When I am doing the survey at that moment, I use convenience sampling the tourists or managers who are male or female. Internet: The Internet is the worldwide, publicly accessible network .On internet, I can find lots of information such as news, also many other services including e-mail, file and sharing. About my report, I will find the primary data or the second data though the discussion areas of internet, on discussion area, I can find the specify one such as travel agencies area .On this area, I can leave the message to people who are the travel lover or I can see whether there are tourist in discussion website, waiting for their response within some days. Sampling: I use the convenience sampling, because I do not know who are on internet, I post the questionnaires on internet and they will doing the survey who are telling me are tour guides. Another way is searching the tourist on the internet forum, I focus on the tourism part to find out the tourist. Telephone: Tele-interviewing is simple process of using a telephone interview as a means of collecting data about the interviewees experience in tourism and lifestyle. I can get the information about the customers satisfaction of tourism though telephone. By telephone, I find friend, family member, colleague, classmates etc. Moreover, different people have different explanations, so, their response to my questions will have different results. Those in formation just only for my reference to more understand tourist and I can gather some primary data about the marketing strategies of Hong Thai and Smart Holiday. Sampling: I will use the quota sampling, first I may be told to Hong Thai and Smart Holiday to ask about the marketing strategies, To interview tourist who are stay in at home at that moment, ask about the marketing strategies of they think. E-Mail: Send the data and questions by e-mail which include my university name, course name, subject title, major questions and our purpose are to tourism hobbyist, leader, tour guides and other relevant persons. Sampling: I will use the quota sampling, first I may be told to Hong Thai and Smart Holiday to ask about the marketing strategies, I sent e-mail to above travel agencies in Hong Kong because I want to know their marketing strategies. Also I do not expect they are asked the question about marketing strategies. Interview: I gather the information by using face to face interview. Interview is a procedure designed to solicit information from a persons oral responses to oral inquiries. I will utilize structured interview for gathering the data from interviewees in that research. I am going to prepare the questions that will be asked before going out. During setting questions on questionnaires, I have to analyze the current situations in the Hong Kong so as to make the questions on questionnaires more updated. Besides of this, I also decide whether the dialogue will be recorded or not. As interview need to be allow by managers, I will send them a require letter, wish they will allow me to conduct interview. Or, maybe to interview tourist who are stay in travel agencies at that moment, ask about the marketing strategies of they think. Project plan Please refer to other paper Critical review of relevant literature The literature review is focused on information search. Referring to that topic, I shall take about travel marketing strategies and choice of Hong Thai and Smart Holiday. According to Hong Kong General Chamber of Commerce in 2006, HKGCC Judging Panel said that now is Hong Thai Travel has successfully marketing strategies. It shows that Hong Thai Travel has successfully identified a market role and provided love seeking tour to specific group of consumers who expect companions. Using by a strong innovative culture, Hong Thai Travel is able to develop new gimmicks continually, adding value to its traditional services, and enhancing its leadership in a highest competitive market. Thus, the company can success is demonstrated by remarkable achievement in Hong Kong (HKGCC 2006). After that, Tourism Consultative Council suggests that travel agency may encourage innovation in future. Travel has an integral element in marketing strategies. I think that an integral element can use in marketing strategies of Hong Thai Travel and Smart Holiday Travel. If travel agencies has integral element of marketing strategies, it will explore how this will impact areas of manpower and technology in tourism market (the Tourism Consultative Council 2003). On the other hand, according to Medial Tourism Business Plan information, it shows that Travel agency should offer consumer VIP services and it ensures the highest level of consumer services. Besides of the product strategy, in aspect of promotion strategy, travel agency may hire a professional manager to generate publicity that reinforce their images and attract more consumers by focusing on consumer satisfaction. Thus, it may expect to achieve strong word-of-mouth advertising as consumes share their tourism experience with their close friends. Hence, it may be to minimize advertising cost through this way. Moreover, travel agency can use the internet to promote themselves, they can invest in a best-in-class website that is designed to appeal to the sensibilities of upscale consumers. Other way, travel agency can make limited use of direct mail by creating an extremely high quality mail piece that will be send to the consumers. In aspect of sales strategy, Medial Tourism Business Pl an suggests that travel agency may employ professional case manager who will be first point of contact with prospective consumers. Thus, it can encourage up-selling of their VIP services. Above strategies might be use to Hong Thai and Smart holiday (Medial Tourism Business Plan 2009). In additional, there are many reasons lead to consumer to choose travel agency. A total of 183 Hong Kong consumers were surveyed and were asked to rate 29 attributes that might affect their choice of travel agency for all- inclusive package tours by V. C. S. Heung and R. Chu. The results showed that 29 attributes were affected about choice of travel agency in travel agency reputation. V. C. S. Heung and R. Chu said that Travel agency reputation was rated as the most important attribute in travel agency selection, followed by word-of-mouth communication and staff attitude. V. C. S. Heung and R. Chu suggested that might use seven factors to analysis choice of consumer. Also, Hong Thai and Smart Holiday are use seven factor to analysis choice of travel agency of consumers. It includes namely, Interactive Agent Quality, Formal Communication, Overall Convenience, Pricing, Product Features, and Image. Those factor can use to analysis marketing strategies to consumers (V. C. S. Heung and R. Chu 2000: 52-59). Besides of above strategies and some information, Susskind, A. M., M. A. Bonn, and C. S. Dev suggested that travel agency must let consumer has trust and trustworthiness of an information sources as well as booking channel (Susskind, A. M., M. A. Bonn, and C. S. Dev 2003: 256-64). Nysveen H suggested that travel agency has on line booking channel, which should be security and trustworthiness. So, Hong Thai Travel has online booking services, which website should be based on added values first of all aimed at the reduction of risk and uncertainty (Nysveen, H. 2003:113-127). On the other hand, Susan Segal-Horn suggests that manager needs to improve operational efficiency which through programs, such as total quality management, time-based competition, and benchmarks. Also, both smaller and large organization may changed how they performance of the activities, to eliminate efficiency and enhance customer satisfaction and successful the best practice. In order to keep pace with changes in the productivity of border management has accepted the continuous improvement, empowerment, change management, and so-called learning organization. (Susan Segal-Horn 2001: 75). In additional, Combes, G.C. and Patel said that the internet offers a potentially low-cost Retail distribution channels to reach customers 24 hours a day anywhere in the world. In addition, as the transfer of customer transactions to electronic channels, the detailed data that can be stepped up to collect Targeted advertising and marketing work, and reduce other operating expenses. The Internet has increased the price of access to information and products, so that Clients determine the best treatment, in the online and traditional channels to improve their communication with suppliers. Hence, Hong Thai travel and Smart Holiday is open 24 hours communication channel for their customers. (Combes, G.C. and Patel 2000: 1) After that, Susan Segal-Horn implies that companies are success that only it can create different strategies, and the need to save the strategic. So, Hong Thai travel and Smart Holiday are must provide greater value to customers or at a lower cost to create a higher value, or both. Arithmetic superior profitability is as follows: to provide greater value, enabling the company to charge higher average unit prices, higher efficiency resulting in lower average unit costs. Lower or higher prices in the cost of time to the creation, production, marketing products and services to them, such as according to customer requirements, can improve the final product assembly and train their employees.( Susan Segal-Horn 2001: 74). Besides, Shohreh A. Kaynama, PhD and Christine I. Black, suggests that many service industries, travel agents believe the Internet is an opportunities and threats. So, some of the smaller agencies like Smart Holiday Travel Agency will choose to use the internet merely as a medium of communication, in order to promote with their business Static web site or as a way to receive e-mail with the customer. These small establishments Wish to participate in the competition and offer highly specialized travel services to customers and attract customers attention. Other traditional travel agencies are in a state of transition. These hybrid organizations also provide individual customers by focusing on Walk in and telephone services, while at the same time through their Web sites to develop automated reservation and booking system. Hence, it can increase company benefits. (Shohreh A. Kaynama, PhD Christine I. Black, MLS 2000:65).