The Crucible Sumary essays

The Crucible Sumary essays The Crucible is a play about witchcraft. It all begins with a group of young women playing with witchcraft taught by Tituba and Abigail Williams. Reverend Parris found them and most of the girls scattered but the smallest girls The people of Salem, where the setting is, hold a church meeting and call Reverend Hale to decide if it is witchcraft. Hale comes to Salem and gets the girls to confess and blame Tituba, the slave that taught them witchcraft. Tituba The city of Salem called in deputies to try people for witchcraft and the girls start their acts of vengeance on the entire town. Abigail Williams who lusts for John Proctor tries to bring Elizabeth Proctor, Johns wife, to trial. Abigail went to the council and pulled a needle out of her stomach and claimed Elizabeth was responsible. Hale visited Elizabeth again and found a needle stuck in the abdomen of a doll. Abigail had planted it. The chaos continued and the girls continue to pretend to see the devil during the trials, but to find out what happens youll have to read the play. There are many themes that you can explore in this play; marital relationships, the effects of mass hysteria, but the most important is, understanding the ...

Marketing Plan of Dining Hall Research Paper Example | Topics and Well Written Essays - 2500 words

Marketing Plan of Dining Hall - Research Paper Example The dining plan has been customized as per the nutritional requirements of the students and also, the preferences designed by the student body and authorities (University of Delaware, 2013a). The students have been authorized to change the dining plan after submitting the plan to the student body (University of East London, 2013).Analysis & Comparison between the Delaware University Dining & OthersThe dining services offered by Delaware University are very popular but still, the services offered by The University of Newark and Rutgers University has gained more recognition throughout the entire region.   Some of the important dining services offered by this university campus are as follows:  Newark University  Thus, it has been observed that the dining plan, ranges, meals and their prices vary accordingly to the likes and preference of the students. Most of the students in Newark University and Rutgers University campus have the authority to change the menu as per their prefere nces and it is not even a time consuming process like, that of University of Delaware. The meals in the university campus of Newark and Rutgers are popular for their timely delivery for social purposes and also, to the students in residential campus. Both the university campus dining services are more or less focused on providing student oriented dining facilities (Washington University, 2013a). The kitchen staff in University of Delaware is more focused on designing the menu as per the nutritional requirements in collaboration with the student.... ation A questionnaire was distributed to the students of various departments of the college and the staff working in the kitchen department of the four dining restaurants. A total of 50 questionnaires were distributed to the college student and the staff working in the kitchen departments. The results differed completely from both the survey conducted on the staff and the students. Analysis through Current Menu Offerings Apart from the distribution of survey, the current menu was analyzed and the less favored menu was identified. Current Menu of University Of Delaware Pencader Dining Hall: Home food (whole meals), Soup, Salad, Grilled, Bread, Desserts Kent Dining Hall: Italian Food, Soup, Salad, Vegetarian Food, Sour Bread, Desserts Rodney Dining Hall: Wholesome meal in chicken and vegetarian meal, Soup, Salad, Noodles, Bread, Desserts Russell Dining Hall: Wholesome home meal, Soup, Salad, Grilled, Bread, Desserts The above menu is standardized for all the restaurants but all of them have different food items and the nutritional content is displayed in the official website. The first year students and the fresher are supposed to choose their dining plan as suggested by the college authorities (Tsai & Lin Lin, 2013). The dining plan has been customized as per the nutritional requirements of the students and also, the preferences designed by the student body and authorities (University of Delaware, 2013a). The students have been authorized to change the dining plan after submitting the plan to the student body (University of East London, 2013). Analysis & Comparison between the Delaware University Dining & Others The dining services offered by Delaware University are very popular but still, the services offered by The University of Newark and Rutgers University has

Other Foundations' of Catholic Theology Essay Example | Topics and Well Written Essays - 1500 words

Other Foundations' of Catholic Theology - Essay Example My Experience at the Celebration of a Catholic Liturgy In the Catholic Church, liturgy is understood as the official common prayers of the Church. Liturgy is meant to continue the priestly office of Jesus Christ (Pious XII, Mediator Dei). Understood in this sense, liturgy therefore is the official prayers of the Church that is meant to unite the believers, through Jesus Christ, to God, the creator. In the Catholic Church, there are many forms of prayers that are considered as Liturgy. One of the most common and important Liturgy in the Catholic Church is the celebration of the Eucharist. In this paper, I am going to describe my experiences at the celebration of Eucharist. In the description of my experiences at the celebration of Eucharist, I have focused on my experiences of the participant’s interaction, how I experienced the presence of Jesus Christ in the liturgical actions, how I experienced Liturgy as a teaching action, and how my experiences drew me closer to the commun ity with whom I celebrated the Eucharist. On the interaction among the participants of the Eucharistic celebration liturgy, I experienced that there was a close interaction among all the participants of the liturgical celebration. ... Among them, there are choir members who lead the congregation in hymns. Also, there are those who read/proclaim the word, but the Gospel is proclaimed by the priest. But although, there are different roles played by the members of the congregation in the celebration of the Eucharist, the liturgical celebration, however, runs harmoniously and all the members participate keenly in each and every aspect of the celebration of the liturgy; while the priest leads in the celebration of the liturgy, the other members of the congregation participate in the mass keenly and lively and they make some responses where necessarily. In summary, all the participants in the Eucharistic liturgy relate closely and harmoniously in the celebration of the Eucharistic liturgy. In the celebration of the Eucharist, I experienced the presence of Jesus Christ in various ways. First, in the rite of the priest blessing the congregation with the holy water at the beginning of the Eucharistic celebration made me ex perience a lot of joy and inner peace as the mass started. Secondly, during the proclamation of the word, I felt deeply touched by the word of God. The word of God challenged me, inspired me and encouraged me to be more committed in my Christian life. Also, the preaching of the priest made me experience the presence of Jesus Christ more and more. The preaching of the priest made me understand the content of the word of God more. Then, the Consecration of the bread and wine into body and blood and Jesus Christ made me experience the presence of Jesus Christ more deeply. Again, the receiving of the Holy Eucharist made me to experience the presence of Jesus Christ more deeply. Apart from the prayers in the Eucharist that made me to experience the presence

How the Information Revolution Has Changed the World Essay Example for Free

How the Information Revolution Has Changed the World Essay Michael Dertouzos wrote What Will Be: How the New World of Information Will Change Our Lives in 1997, before the real Information Revolution even literally began. In fact, the internet as it is known today was still in its infancy in the late nineties. It was not uncommon, even when 2000 rolled around, to not own a home computer, especially a laptop. And, it wasn’t until 2005 that email became as popular, if not more so, with the American public as a cell phone. With that said, Dertouzos’ work is one of speculation and an insider’s observations of the situations and realities thought to be held by a future in the rowing information technology world. In an interesting twist, Dertouzos was fortunate enough to have his Forward written by Bill Gates, one of the most influential and significant minds in the world, and whose name is synonymous with success in the Information Revolution, to offer his unique authority to the opinions on emerging technologies and their effect on the future of the world presented within. Gates recognizes that while Dertouzos is a true visionary and his predictions for the future have often come to be, but he also admits that they have differing opinions on how the future will evolve. Eventually, Gates comes to the conclusion that â€Å"new businesses will be created and fortunes will be made in the novel areas of activity this book describes . † The Forward ends on an encouraging note for the reader, commenting that the Information Revolution is something not to be taken lightly, and that those who choose to take part will find their lives one filled with great and exciting changes. Dertouzos offers a Preface for a general breakdown on how his book is organized, and compiles his information into three parts; Part One relating his own experiences in the realm of information technology, Part Two describing how a reader’s life will become influenced by the growing changes, and Part Three illustrating how society as a whole will be affected and ultimately altered ceaselessly by the Information Revolution. In this manner, Dertouzos is setting himself up as not only the author of this information, but also as an authority on this information, which is an insightful and crafty manner of proclaiming his vision for the future. Part One opens with Dertouzos’ experiences, starting in the early 1990’s, and does well to explain his infatuation for technology and how it influenced his decisions and his life, even so early on. He called himself a visionary from the beginning, claiming that his â€Å"vision [for technology] has been consistent†¦humming along like a well-tuned engine as time goes by . † And, to illustrate his point, he relates a few clever vignettes that make good use of computerized automatic alerts and early entrepreneurialism. His language is clever and expressive while he chronicles anecdotes on his early impressions of the internet and how he sought to see the Information Marketplace, as he has taken to calling the internet, as something bigger than anything originally predicted for the future of computers. In fact, Dertouzos can be seen as a true authority in this Part because his information is entirely encyclopedic, offering and presenting the basic timeline of how computers and the internet began to emerge from the early highly expensive models to something the regular Joe could actually afford. Because, as Dertouzos knew it, and envisioned it, the Information Market would win out over the high costs of creating such a beast because, over time, more and more people would demand information readily at their fingertips. Which turned out to be true. In Part Two, Dertouzos paints a viable picture for a reader on how their life will be forever altered and what exciting things they can anticipate as technology continues to advance. In one anecdote he tells the life of a corporate business man asking his car for directions via a GPS, though he calls such a thing â€Å"spotty † at best. In this, Dertouzos channels Orwell and actually does well to predict the future. Now, cars not only have GPS systems built in as practically standard equipment, but they also have emergency help at the touch of a button, rear view camera sensors, DVD players the size of a small book installed in head rests, and the new Lexus can even parallel park on its own. Then, he relates his vision for the future of shoe shopping, in which a woman can go to a shoe outlet, have her sizes, each foot being slightly different, virtually recorded, and her shoes made to exacting specifications. He admits that current technology is far from his actual vision, even seeming to dismiss his little tale out of hand, though he does come to a conclusion and concedes that online shopping will grant â€Å"individual attention that is reinforced by the fact that no two human bodies or minds are exactly alike . † Once again, Dertouzos has become a prophet for the future. Now, online stores sell everything from pet food to locks of hair from Britney Spears, and everything in between. The interesting fact is that many brick and mortar stores, understanding well the need to compete with the growing online market, now have virtual reality â€Å"fitters† that can accurately size a person for perfectly tailored clothing. Moreover, online shopping has hit an all time high, bringing in billions of dollars of revenue every quarter, with virtually no roof for the potential profit of an internet entrepreneur. While the â€Å"auto-shoe † is still a ways off, virtual reality has made difficulty in sizing a thing of the past. Part Two also introduces the rise of online gaming and touches on what is now called Massively Multiplayer Online Role-Playing Games, or MMORPG, in which thousands of players around the world can â€Å"run into one another, sometimes helping or hindering their mates, subject to the rules of the game and human nature . † Games like â€Å"Ever Quest,† â€Å"Halo,† and â€Å"Might and Magic† have long been known as being part of the most addicting genre of game-playing that exists because of the environment created in the online world. While Dertouzos was entirely hesitant in proclaiming such a thing would come to be, he does point out that these games could evolve from more primitive forms like card games or â€Å"Dungeons and Dragons,† which, in fact, they did. In Part Three, Dertouzos begins by relating that humans are instinctively â€Å"ancient † by nature, finding it difficult to accept and understand the Information Marketplace for what it could mean for the world’s future. As is his way, Dertouzos attempts to explain this with an anecdote comparing potatoes to information citing that â€Å"because information is easily replicated it proliferates and is not scarce. And because economic value is rooted in scarcity, information has little or no value . † He goes on to explain that of course information has value, but he doesn’t seem to grasp what can only be seen recently, because the internet has evolved as much as it has since his vision in 1997, when information was a real scarcity online. In fact, readily accessible information, even for a price, is the fundamental reason that the internet has become so successful, selling more and gaining more visitors than online shopping because people go online expecting to find information. And, the more information that can be found on any given subject, the more a visitor has to compare and choose from. In all things, even information, people expect choice and they expect to find something that suits their needs, even if they have to pay a few extra dollars for it. Moreover, Ebooks are now selling at higher rates than paper books in brick and mortar bookstores because of their very capacity to be downloaded and read at any time of the night. Near the end, Dertouzos mentions that it would be handy for a Greek to be able to access the world of being Greek without having to travel to the country. He notes that â€Å"even as we scatter, the Information Marketplace can help us nurture our ethnic heritage, further reducing the need to a traditional, physically local nation . † Just recently, webcams have been used for surveying events, watching sunsets, and even talking online, yet face-to-face, with loved ones. While he seemed unsure on how his dream could come to be, it has, and to such a degree that sites like YouTube have sprung up, giving people access to virtually any sort of information they wished to view, from the entirely extreme and disturbing, to cathedral services, like Dertouzos imagined. Overall, Dertouzos calls himself a visionary, writing this book about his predictions for the future of the Information Revolution and what that will bring for individuals as well as society at large. His predictions, while sometimes written with hesitance, have, for the most part, all come true. In fact, much of the evolvement of the internet and the Information Marketplace between 1997 and 2007 has surpassed even his original theories, bringing true wealth to people who want to work at home, joy to a gamer who is able to find friends in an online world where dragons rule and the most powerful sorcerer gets the princess, and even the ability to chat online via webcam with family from across the world to enhance and nurture a heritage.

Childhood Sexual Abuse Impacting the Etiology of Eating Disorders Essay

Childhood Sexual Abuse Impacting the Etiology of Eating Disorders Today's literature estimates that as many as 1 in 3 females and 1 in 7 boys have been the victim of sexual abuse. There are about 2,000 to 3,000 new cases of incest each year in each major city in the United States. It is reported by the National Committee to Prevent Child Abuse that in 1993, 2.9 million children were reported to protective services because they were being abused, neglected, or both (Schwartz). 16% of these 2.9 million children had been sexually abused. It is estimated that there are 60 million survivors of childhood sexual abuse in America today http://www.prevent-abuse-now.com/stats.htm#Disclosure. This childhood sexual abuse has been implicated by some eating disorder experts as a factor in the etiology of anorexia nervosa and bulimia nervosa. Eating disorder experts are currently engaged in heated debate concerning whether sexual abuse is a specific risk factor or a general risk factor in the development of eating disorders. Those who propose a spec ific link hypothesis believe that eating disorders are directly related to early sexual abuse and are a form of gender specific posttraumatic stress disorder. The proponents of the specific link hypothesis believe that their exists "complex, multiple mediating mechanisms between sexual abuse and disordered eating" (Kearney-Cook, 1994). They believe that sexual abuse has a direct effect on the victims body image. There is an emphasis on the "adverse effects of sexual abuse on body esteem, self-regulation, identity, and on interpersonal functioning" (Kearney-Cook, 1994). Those on the opposite side of the argument believe that eating disorders are not specifically caused by sex... ...ke-Kearney, Ann and Striegel-Moore, Ruth H. (1994). Treatment of Childhood Sexual Abuse in Anorexia Nervosa and Bulimia Nervosa: A Feminist Psychodynamic Approach. International Journal Of Eating Disorders, 4, 305 - 319 Waller, Glenn. (1991). Sexual Abuse as a Factor in Eating Disorders. British Journal of Psychiatry, 159, 664 - 671 Kinzl, Johann F., et al. (1994). Family Background and Sexual Abuse Associated with Eating Disorders. The American Journal of Psychiatry, 151, 1127 - 1130 Moyer, Diane M, et al. (1997). Childhood Sexual Abuse and Precursors of Binge Eating in an Adolescent Female Population. International Journal of Eating Disorders, 21, 23 - 30 Zlotnick, Caron, et al. (1996). The Relationship Between Sexual Abuse and Eating Pathology. International Journal of Eating Disorders, 20, 129 - 134

Writing your Story

Today's society, the media has succeeded in brainwashing the world . Things like, â€Å"Thin is in† â€Å"fat is out†, â€Å"eat this†, † your beautiful if you look like this†, the list goes on and on. From the media, to weight loss company, magazine articles and cosmetic lines, they all want women to take their advice because of course they know what's best for you as a woman, right?Self-esteem, according to an article on the United States Small Business Administration (SABA) website entitled, â€Å"Self Esteem,† is appreciating one's own worth ND importance and having the character to be accountable for oneself and to act responsibly toward others. It Is a confidence and satisfaction In oneself, and an absolute necessity (2001, pig. 1). The article also states that â€Å"nearly 1/3 of all Americans suffer from low self-esteem† (pig. 1).The media, specifically women's fashion magazines, is increasingly being held for the self-esteem epi demic that plagues' our society. In almost every woman's fashion magazine such as Ell, Cosmopolitan, and Glamour are advice articles on dating and sex, weight loss and beauty. In fact, the subtitles for these articles are on almost every cover of every issue of these publications. However, these same magazines consistently put thin, attractive women on the cover of their magazines as well.Studying how these advice columns in women fashion magazines affect women will determine how often and to what extent women rely on these articles, therefore assisting in understanding the role communications and its mediums have on society. Women's fashion magazines demonstrate how a woman should look and act and therefore have been criticized for Dolling the thin, attractive female. An article In the Journal of Family and analysis of body related content in Girl Zone,† in essence states that mainstream women's fashion magazines make physical appearance out to be the most important aspect of a woman.The problem is that these magazines use the thin, attractive women in their magazines without explaining to the reader that the pictures have been airbrushed and therefore are presenting â€Å"fake idols†. Women's magazines have always have always had a large effect on women's actions, mainly by indirectly dictating the role a woman should have in society. The easiest way this can be done is by publishing advice columns that â€Å"teach† women how to keep a man and how to â€Å"look beautiful†.Today's women's fashion magazines, such as Vogue, Cosmopolitan, and Mademoiselle not only affect women, but also young girls. An article entitled â€Å"Narrative analysis of sexual etiquette in teenage magazines† found in the Journal of Communication discusses the messages teen magazines send to young women about social and cultural norms for sex and sexual relationships (Garner, Steer & Adams, 1998). The study suggests teen magazines teach women to accept men for who they re and to change themselves so that men will desire them. The authors explain that â€Å"the rhetoric of sexual etiquette encourages young women to be sex objects and teachers of interpersonal communication rather than lovers, friends, and partners. Young women are being taught to subordinate self for others and to be contained† (pig. 59). Being a woman in today's' society is tough. You have to try to be something that you are not, and unless you can afford the latest diet plan, newest makeup line, or latest fashion trend you will be left behind.It would make more ensue to promote self-worth and happiness, but that would be too easy, and how can companies capitalize and make money from you being happy with yourself? They cannot. So to make you feel like something is wrong with yourself, they have come up with way on how to improve yourself so that you can learn to accept yourself, and so will others. Not to say that all magazines are alike, because they are n ot, but for the most part they want you to see and do things the way they see best, and if you don't, then society will not accept you and neither will anyone else.

Analysis of UK McDonalds Sales Decline - Free Essay Example

Sample details Pages: 7 Words: 2190 Downloads: 6 Date added: 2017/06/26 Category Business Essay Type Report Level High school Topics: Fast Food Essay McDonalds Essay Did you like this example? Introduction The aim of this report is to analyse the current situation of McDonalds as an organisation in the UK market and to evaluate their current sales decline. The primary focus is to provide a detailed analysis of the organisation and its position in the UK market, developing a link between declining sales and the overall shift in consumer behaviour. The report initially provides an overview of McDonalds as an organisation. Don’t waste time! Our writers will create an original "Analysis of UK McDonalds Sales Decline" essay for you Create order This is followed by a detailed evaluation of the firms current position in the market which links back to why sales are declining for the firm and what are the root causes for this in the business. This is followed by a recommendations section which develops a ground up strategy for the organisation to improve its performance in the UK market. McDonalds Overview McDonalds UK is part of the larger group called McDonalds, which operates in over 100 countries. The organisation reported a revenue of $33 billion in 2014 and has over 400,000 employees worldwide (McDonalds Annual Report, 2014). As an organisation the firm operates over 36,000 outlets which is more than any other retailer across the globe. Before moving on, it needs to be highlighted that while McDonalds operates with a global menu, the organisation also develops bespoke products for some of the markets based on demand in the region (BBC, 2014). McDonalds in the UK McDonalds is a well-known fast-food brand in the UK. It operates at over 3000 locations and has seen growth over the past 10 year (McDonalds Annual Report, 2014). However, recently, McDonalds across the globe and in the UK highlighted a consistent decline in sales. Millington (2014) states that McDonalds has reported a drop in sales by 4% in the UK, which highlight that the firm is not on the same growth path as it used to be. Similar article was published by Bold (2015) where the author highlighted that the growth pattern of McDonalds has stopped and the firm, for the first time in 45 years, is re-structuring due to a rapid decline in sales. This is critical for a firm that operates at a global scale, a 4% drop is effectively billions of dollars that the firm is unable to convert. Neilan (2014) states that from an earnings point of view the overall decline is GBP 3.8billion which is a significant number. The Cause of this Decline While the previous section clearly highlights a downward trend in McDonalds market share in the UK, it is important to examine the overall cause of why this is happening. Doyle and Stern (2006) state that the UK market is one of the most rapidly declining fast food industries in Europe. This indicates that there is a change in trend within the market that is impacting the fast food business the market. Research conducted by Long et al (2014) states that one of the major reasons as to why there is a sharp decline in fast food consumption is obesity. The core notion here is that over the past 8 years more cases of obesity have been reported by the NHS than that in over 50 years (Pieterman, 2015). This is critical as health services often term junk food as a cause of the obese society in the UK. McDonalds being one of the main suppliers of fast food is directly impacted by this change and stance by the NHS. The UK government has highlighted obesity as a high risk to individuals hea lth this was backed by the NHS (Nutrition and Food Science, 2012). This is one of the major factors that has impacted the McDonalds market share and declining sales. Another important aspect linked with the loss in revenue and sales is associated with the fact that there is a shift in consumer behaviour towards fast food. Bernhardt et al (2012) state that an average UK individual is now 4 times more conscious of what they are eating from a health point of view. This clearly highlights that users now tend to look for healthy food options, which has a direct impact on the sales and revenue of McDonalds. Hence consumer behaviour plays a vitally important role in the current position of McDonalds in the market. There is also a consumer shift that is focused away to healthier fast food chains. Bloomberg (2015) highlights that 4 out of 10 individuals that skip McDonalds move on to buy a Subway meal as they consider it a healthy alternate to McDonalds. Another important aspect that i s linked with the lack of sales is the inability of the firm to innovate and diversify. McDonald UKs menu has not changed over the past 50 years, and this has a direct impact on the buyers and how they perceive a firm from an innovation as well as a development point of view. While McDonalds strategy has worked over a period of time, it is clearly showing signs of its limitations with rapid decline in overall business revenue. Finally, another important aspect linked with the decline of McDonalds is negative promotions through social media. Kotler and Keller (2012) highlight that the advent of social media means free information flow across the market. Regardless of the authenticity of the data, information on social media has a direct impact on business sales. McDonalds is often termed as the fast food chain that only cares about revenue and not about consumer health, and social media has spread this aspect on a large scale. (Neilan, 2014) This therefore impacts the consumer buy ing behaviour and negatively impacts the sales of McDonalds in the UK market. All in all it is clear that the decline of the organisation in the UK is linked to the change in market conditions, consumer behaviour and a shift towards healthy living. It is also evident that McDonalds is highlighted as an organisation that is only working for its own good and hence its inability to innovate is clearly visible in the process. Recommendations, McDonalds The previous section of the report clearly highlighted multiple elements that need to be considered by McDonalds in order to improve its current situation in the UK market. Keeping the discussion in context, it is critical that viable recommendations for the business are developed in order to improve the sales performance of the organisation. In order to develop a new model and to improve the overall position of the organisation in the market, it is recommended that McDonalds launches a new product line called McDonalds Health! as discussed below. McDonalds Health: healthy Fast Food for the Masses! One of the primary reasons linked with the rapid decline in sales for the business is the perception and the overall type of food served by the business. This food is classified as unhealthy by various individuals and organisations. Keeping this in context, it is recommended that McDonalds starts a new product which is under the umbrella of the current organisation. The idea here would be to develop a unique product line focused on the healthy aspect of the market. Keeping this new product line a focused segmentation, targeting and positioning strategy is discussed in the table below. Segmentation McDonalds health will be segmented through the current geographical positions of McDonald fast food chains. The idea would be to start with the areas where sales have declined the most and launch the product line focused on geography as well as behavioural segmentation in order to target the most health conscious areas of the country. Targeting The target market for this new product line will be individuals that are health centric. The main driving force here would be behavioural targeting which impact the consumer buying behaviour significantly. The idea would be to develop a viable path to brand awareness through a focused target market consisting of individuals that look for healthy food. Positioning As it stands McDonalds is positioned at the affordable end of the market. This is often highlighted as one of the major USPs of the firm. However, McDonalds Health will be targeted at the mid-tier end of the market, which would effectively mean that the brand will be considered a premium option as opposed to McDonalds current offering. The STP analysis highlights that McDonalds health will effectively be a premium, health version of the current brand, with a menu that is based around the concept of having healthy fast food. After highlighting the STP strategy it is now important to define the overall promotional strategy of the new product line. Hooley et al (2012) state that promotion forms one of the most important components of developing a viable business footprint in the market. Two key aspects will be used to promote the new brand: Traditional awareness market campaigns will be launched to enhance the overall visibility of the brand in the market. The idea would be to move into different malls in the form of kiosks, which would offer free tasters and highlight key features. This, along with a collaboration with various health agencies to certify the product as healthy will be used to promote the product line across the country. The second core aspect that needs to be highlighted here is linked with the development of a social media marketing approach which builds around healthy living. The idea here would not be to promote the product line or the sub-brand, but to link with real world scenarios and push it on social media as a story. The call out for this campaign will be #mchealth which is linked directly with the newly launched product line. This approach would allow the organisation to develop a viable path to promote the firm offering and therefore enhance the overall standing of the organisation in the market. Keeping this in context, it is now important to develop the marketing mix for the business (product line) as shown in the table below: Product Place The new product line will include a menu consisting of heath centric options. The idea would be to have a product line that is not only effective but also has a positive impact on the brand itself. The pricing structure of the product line will be different from the current approach. This product line will be placed at the mid-tier end of the market, hence falling in the semi-premium range. Place Promotion The product line will be sold through normal McDonald locations. The idea would be to start off with a few locations and build a hype around this, before moving towards a wider audience. Promotionally the core aspects are promotions through both traditional and non-traditional means. This would mean the focus would be on social media as well as creating awareness through traditional means. The end goal of this re-launch, or upgrade to the brand, is to effectively provide consumers with an option. The first step towards the development of a sales enhancement model is about making sure that the consumer perception and the buying process is enabled for the new product lined. With a health centric approach the idea is to provide a viable path for the development of a shift in the consumer thought process towards McDonalds. Conclusion Overall the report provides and in-depth analysis of why McDonalds as a firm is witnessing a decline in its current market share. This highlights that the organisation due to its inability to cope with the changes in the market is unable to react to the changing consumer behaviour towards fast food chains. It is also clear from the analysis that the organisation needs to re-vamp its current position in the market in order to develop a viable footprint. To do this it is recommended that a health centric product line is launched which would allow the organisation to focus on the shifting trends in the market. Coupled with effective marketing, McDonalds UK should be able to steer its sales back to the required position. References BBC (2015) McDonalds global sales continue to decline, Available from: Bernhardt,M. Mays,D. and Hall,A (2012) Social marketing at the right place and right time with new media, Journal of Social Marketing, Vol. 2 Iss: 2, pp.130 137 Bloomberg (2015) McDonalds US to shrink for the first time in 45 years, Available from: https://www.telegraph.co.uk/finance/newsbysector/retailandconsumer/11797531/McDonalds-US-to-shrink-for-the-first-time-in-45-years.html Bold, V. (2015) McDonalds reports falling global sales, with performance partly buoyed by UK, Available from: https://www.marketingmagazine.co.uk/article/1330795/mcdonalds-reports-falling-global-sales-performance-partly-buoyed-uk Clive Long , Arleen Rowell , Anita Gayton , Elizabeth Hodgson , Olga Dolley , (2014) Tackling obesity and its complications in secure settings, Mental Health Review Journal, Vol. 19 Iss: 1, pp.37 46 Doyle,P. Stern,P. (2006), Marketing Management and Strategy, Harlow: Prentice Hall, Hooley, G. Piercy,N.F. Nicoulaud,B. (2012) Marketing Strategy and Competitive Positioning, Harlow: FT Prentice-Hall Kotler,P. Keller K. L. (2012), Marketing Management,14th Edn London: Prentice Hall McDonalds Annualreport (2014) Available from: https://www.aboutmcdonalds.com/content/dam/AboutMcDonalds/Investors/McDonalds%202014%20Annual%20Report.PDF Millington, A. (2014) McDonalds looks to pared-back UK menu to arrest global sales decline, Available from: https://www.marketingweek.com/2014/12/11/mcdonalds-looks-to-pared-back-uk-menu-to-arrest-global-sales-decline/ Neilan, C. (2014) McDonalds to restructure after significant decline in sales, Available from: https://www.cityam.com/1413895152/mcdonalds-review-and-restructure-after-significant-decline-sales Nurtrition and Food Science (2012) Accelerating Progress in Obesity Prevention, Nutrition Food Science, Vol. 42 Iss: 6, pp.458 458 Roel Pieterman (2015), Obesity as Disease and Deviance: Risk and Morality in Early 21st Century, Emerald Group Publishing Limited, Vol.44 Iss:1, pp.117 138