Formation and retention of nutrients Essay

The world is ridden with many resources that are often taken for granted. Some of these resources have to be dug up or mined, but many are spread out all over the land for the taking. One of these natural gifts that has found indispensable use in our society is peat. Peat is a combination of various things, mostly vegetable and plant matter that has decayed over millions of years. (Smith) The proper term for this process is carbonization, and while peat has yet to completely carbonize into coal, this can take thousands of years more. (Smith) Although peat is composed of many other vegetation decaying over the years, most of it is moss. (Smith) The decay of these materials occurs â€Å"mostly under anaerobic (oxygen-deficient) conditions†. (LMU) Peat in its raw form contains 96% water (LMU) and is harvested primarily for fuel and agricultural (fertilizer) purposes. (Smith) The process of peat decay causes the material to â€Å"store organic carbon which is released into the atmosphere as carbon dioxide or methane, greenhouse gasses that affect global climate. † (LMU) The gases released by peat as it decomposes are highly flammable. However, peat, in its natural form is totally harmless because it is â€Å"too wet to burn†. (LMU) In certain cases where the natural state of peat is disturbed it becomes vulnerable to fire, which is often the cause of forest fires or fires commonly occurring in wetlands. This can be very dangerous because burning peat can release smoke that contains aerosols and toxic gases, which can result to respiratory diseases and problems. (LMU) Peat is best harvested, obviously, after hundreds of thousands of years, or the time it takes for the materials to totally decompose. Peat bogs have a surface living layer that gets destroyed when mature peat, beneath the living layer is harvested. (LMU) Of the many uses of peat, fuel is the most common. In remote areas where there are no other resources, peat is used for energy production. (LMU) Peat is â€Å"shown to be an economical alternative to oil or coal-fired electric-power generating stations in some circumstances† (LMU) and it is also used to produce methanol. Peat can also be used as garden fertilizer as it is an efficient moisture retainer. Using it in gardens can promote the formation and retention of nutrients. Some companies also use peat as a raw material in producing biodegradable planters. (Smith) â€Å"Peat can also be used to make paper, pad livestock beds, or pack products for shipment. † (LMU) Peat is also a decorative implement in creating handicraft and artwork. Many handmade crafts and arts use peat as an aesthetically pleasing accent. Peat is an irreplaceable resource, if not for eternity, for this generation at least, because it will take hundreds of thousands of years in the future for other peat layers to form. However, peat is abundant nowadays in many countries all over the world, but the indiscriminate harvesting of this resource can lead to ecological imbalance and eventually, its irreversible depletion. Like any other natural resource, peat should be harvested reasonably to preserve existing peat bogs and ensure that plenty will be available for future generations to use. Like oil, which is a fossil fuel, peat has to be harvested with much discretion because once all of it is gone, we will all have to wait for hundreds of thousands of years to harvest it again – surely, none of us can live that long.

History and Evolution of Composite Materials

History and Evolution of Composite Materials When two or more different materials are combined, the result is a composite. The first uses of composites date back to the 1500 B.C. when early Egyptians and Mesopotamian settlers used a mixture of mud and straw to create strong and durable buildings. Straw continued to provide reinforcement to ancient composite products including pottery and boats. Later, in 1200 AD, the Mongols invented the first composite bow. Using a combination of wood, bone, and â€Å"animal glue,† bows were pressed and wrapped with birch bark. These bows were powerful and accurate. Composite Mongolian bows helped to ensure Genghis Khans military dominance.   Birth of the â€Å"Plastics Era† The modern era of composites began when scientists developed plastics. Until then, natural resins derived from plants and animals were the only source of glues and binders. In the early 1900s, plastics such as vinyl, polystyrene, phenolic, and polyester were developed. These new synthetic materials outperformed single resins derived from nature. However, plastics alone could not provide enough strength for some structural applications. Reinforcement was needed to provide additional strength and rigidity. In 1935, Owens Corning introduced the first glass fiber, fiberglass. Fiberglass, when combined with a plastic polymer created an incredibly strong structure that is also lightweight. This is the beginning of the Fiber Reinforced Polymers (FRP) industry. WWII – Driving Early Composites Innovation Many of the greatest advancements in composites were the result of wartime needs. Just as the Mongols developed the composite bow, World War II brought the FRP industry from the laboratory into actual production. Alternative materials were needed for lightweight applications in military aircraft. Engineers soon realized other benefits of composites beyond being lightweight and strong. It was discovered, for example, that fiberglass composites were transparent to radio frequencies, and the material was soon adapted for use in sheltering electronic radar equipment (Radomes). Adapting Composites: â€Å"Space Age† to â€Å"Everyday† By the end of the WWII, a small niche composites industry was in full swing. With lower demand for military products, the few composites innovators were now ambitiously trying to introduce composites into other markets. Boats were one  obvious product that benefited. The first composite commercial boat hull was introduced in 1946. At this time Brandt Goldsworthy often referred to as the â€Å"grandfather of composites,† developed many new manufacturing processes and products, including the first fiberglass surfboard, which revolutionized the sport. Goldsworthy also invented a manufacturing process known as pultrusion, a process that allows dependably strong fiberglass reinforced products. Today, products manufactured from this process include ladder rails, tool handles, pipes, arrow shafts, armor, train floors, and medical devices. Continued Advancement in Composites In the 1970s the composites industry began to mature. Better plastic resins and improved reinforcing fibers were developed. DuPont developed an aramid fiber known as Kevlar, which has become the product of choice in body armor due to its high tensile strength, high density, and lightweight. Carbon fiber was also developed around this time; increasingly, it has replaced parts formerly made of steel. The composites industry is still evolving, with much of the growth now focused around renewable energy. Wind turbine blades, especially,  are constantly pushing the limits on size and require advanced composite materials.   Looking Forward Composite materials research continues. Areas of particular interest are nanomaterials - materials with extremely small molecular structures - and bio-based polymers.

Every IB History Past Paper Available Free and Official

Every IB History Past Paper Available Free and Official SAT / ACT Prep Online Guides and Tips Taking a practice IB History exam before the actual exam will help you familiarize yourself with the length, style and format of the test. In this guide, we explain the IB History test format and link to the best past papers available. At the end, I’ll explain how best to use these IB History past papers for your studying. Disclaimer: these free exams should be used at your own risk. The exams are not authorized by the IBO and were most likely put up online without the IBO’s consent. IB History Exam Format The IB History course was completely revamped in 2017. Now, there are five prescribed subjects: Military leaders Conquest and its impact The move to global war Rights and protest Conflict and intervention Your teacher will choose one that you'll cover, and you'll be tested on this for paper 1 (one hour in length). There is also a list of twelve world history topics. For paper 2 (1.5 hours), you'll cover two of these: Society and economy (750-1400) Causes and effects of medieval wars (750-1500) Dynasties and rulers (750-1500) Societies in transition (1400-1700) Early Modern states (1450-1789) Causes and effects of Early Modern wars (1500-1750) Origins, development and impact of industrialization (1750-2005) Independence movements (1800-2000) Evolution and development of democratic states (1848-2000) Authoritarian states (20th century) Causes and effects of 20th-century wars The Cold War: superpower tensions and rivalries (20th century) For students taking IB History HL, they'll have a final paper (paper 3) that is 2.5 hours and will cover one of the four Depth Studies: History of Africa and the Middle East History of the Americas History of Asia and Oceania History of Europe Current IB History Papers The best source for up-to-date IB History past papers is the IBO store. Each paper and each markscheme is $3, so a full test's worth will cost you $12 for SL or $18 for HL. (While the IBO site has a sample SL/HL paper 2 available for free, it's from November 2005, predating the most recent syllabus updates.) Currently, the IB store has papers from 20 through 2018, but we recommend only purchasing papers from May 2017 tests or later, as those are the exams that match the new syllabus. Be sure to check not just the test date but also the depth-study area for each exam paper and markscheme you purchase to make sure they match up- you wouldn't want to purchase a History of Asia and Oceania exam paper but a History of Europe markscheme! Additionally, we've found these IB History past papers available for you to study from. They are from 2017 and follow the same format as current IB History exams, so you can be sure they'll be close to what you actually see for your own paper. Because they're not on the official IB site, however, we urge you to use these with caution. Paper 1 prompts and grading Paper 2 prompts Alan O'Rourke / Flickr Old IB History Papers These papers are before the IB History course was revamped in 2017, so the topics the papers cover won't be exactly what you see for your course. However, these can still be a useful way to get a better sense of the kinds of papers you'll see for IB History and the types of information you'll be expected to know. 2003 Paper 1Paper 1 Source BookletPaper 2Paper 3 2004 Paper 1Paper 1 Source BookletPaper 2Paper 3 2005 Paper 1Paper 1 Source BookletPaper 2Paper 3 2006 Paper 1Paper 1 Source BookletPaper 2Paper 3 Paper 3 Topics Chart of paper 3 topics from 2000 through 2012 How to Use IB History Past Papers Each full IB History practice exam will take you 2.5 hours for SL or 5 hours for HL, so you need to get the most out of each test. Below are some pointers for your practice. Tip 1: Take Papers 1 and 2 Consecutively (If Possible) For both IB History SL and HL, papers 1 and 2 are administered one after the other, requiring you to maintain your concentration and testing stamina for 2.5 hours. Part of practicing for the test means building up your testing endurance so that you're not making careless errors or losing focus towards the end of the tests. IB History HL includes a third, 2.5-hour paper administered on a second day of testing, which you should also try to match in your practice schedule. Having a test spread out over multiple days means that you can't just cram and then immediately forget everything after you've finished papers 1 and 2; you'll need to practice retaining information even after the 2.5-hour slog of the first day's papers 1 and 2. If you don't have time in your schedule for a full 2.5-hour session (or for two 2.5-hour sessions two days in a row for HL), then splitting papers 1 and 2 up over multiple days is OK. Just make sure that in your studying you follow this next tip: Tip 2: Time Yourself on Each Paper You must get used to the timing pressures of this exam. The time allowed per paper is: IB History SL Paper 1- 1 hour Paper 2- 1 hour 30 minutes IB History HL Paper 1- 1 hour Paper 2- 1 hour 30 minutes Paper 3- 2 hour 30 minutes Don't give yourself extra time. If you do, you will not figure out your pacing for the real exam and will likely score higher than you actually will the day of the test. I want these practice exams to give you an accurate picture of your actual test score. Stephan Baum/Wikimedia Tip 3: Review Your Mistakes! When you complete your exam (end of Paper 2 for SL or end of Paper 3 for HL), check every mistake. If you skip this step, you will not learn from your errors, and you'll keep making them. You need to take at least an hour reviewing your exam. I know this may seem like a lot of time, but you want quality practice. If you only end up taking two practice tests with detailed review, you will be better prepared than if you took six tests with no review. What’s Next? Taking IB History right now? Round out your studying with our complete IB History notes and study guide. Ready to jump into some US History topics? Learn about the Platt Amendment and Ida Lewis. If you're more interested in political history, be sure to also check out our articles on checks and balances in the US government and how the executive branch can check the judicial branch. Or perhaps you're interested in learning something that might not come up in history class? Find out more about David Ghantt and the Loomis Fargo heist, the complete history of hip hop, and the competing claims for invention of the 3-hole punch. Learn more about the IB course offerings: The Complete List of IB Courses and Classes Which IB Courses Can I Take Online? Can I Get an Online IB Diploma? Want to improve your SAT score by 160 points or your ACT score by 4 points? We've written a guide for each test about the top 5 strategies you must be using to have a shot at improving your score. Download it for free now:

Commercial law Essay Example | Topics and Well Written Essays - 2500 words - 1

Commercial law - Essay Example â€Å"What is needed for ascertainment is that the buyer should be able to say, Those are my goods This requirement is satisfied if he can say, All those are my goods. There is no need to be able to say that any particular goods came from any particular source.† Once the goods have been ascertained, thereby releasing the inhibition of sect. 16, the moment at which the parties intended title to pass may be inferred relying on the prima facie presumption created by rule 5(1) of sect. 18, i.e. that title passed when the unascertained goods sold by description and being in a â€Å"deliverable state†5 were unconditionally appropriated by one party with the assent of the other. Delivery of the goods by the seller to a carrier or other bailee for the purpose of transmission to the buyer is said by rule 5(2) of sect. 18 to constitute an act of unconditional appropriation.6 Where, for example, the seller still has the obligation under the contract to actually deliver the goods to the buyer, title may already have passed to the buyer upon some prior act of appropriation.7 Possession will only be transferred upon actual delivery.8 Unconditional appropriation is the irrevocable earmarking of the goods as the contract goods, after which act the seller gives up his right to change his mind and substitute other goods of the same kind.124 Unconditional appropriation was held, in Carlos Federspiel & Co., S.A. v. Charles Twigg & Co. Ltd.,9 to mean that the seller must have the intention to irrevocably attach the goods to the contract of sale, holding out that those goods and not others are the subject of the sale. When Ken Mortors selected six Ford Ka motors intending four to go to WAH, the goods going to WAH at that moment was sufficiently ascertained and earmarked because necessary documentation including the car’s identification would have to be prepared for delivery to WAH along with the specific cars. Therefore, title to the Ford Motors was passed to WAH at that

Components of a research article Essay Example | Topics and Well Written Essays - 1000 words

Components of a research article - Essay Example Formulating a good research question is a job half done as the paper follows the research question and hence the research question has to be posed in a structured manner. 3) Both the articles one and two attempt to answer the research question related to the generation of anxiety among the participants before a major competition. The first article proposes the question to â€Å"examine retrospective perceptions and causal beliefs about temporal experiences of competitive anxiety and related symptoms in the lead up to competition† (Hanton, 2002) whereas the second article attempts to answer the question about â€Å"To investigate the symptom responses associated with competitive anxiety through a fine grained measurement approach† (Hanton, 2004). 4) The rationale provided by the authors of the first article has to do with examining the precompetitive anxiety responses is critical to the understanding of the symptoms as effective interventions can be provided if the symptoms are understood. In other words, the rationale for the first article is about finding ways to relieve the stress in sportspersons before a major competition. 5) The rationale for article two is to find out the frequency of manifestation of symptoms so as to provide effective and timely relief as well as lasting relief. The rationale for this flow in a similar manner to article one and the emphasis is on providing treatment before major competitions. 6) A hypothesis is a tentative conclusion that the authors posit as a way of reaching the solution. A hypothesis is usually proposed without empirical and quantitative data and later it is tested against the data for validation. 7) The hypotheses that the authors were testing in Article two relates to, â€Å"In addition to examining anxiety perceptions as responses that may change over time, there is scope for researchers to consider a frequency component to the response† (Hanton, 2004). Hence the authors of article two were testing the

Fashion Designers Blog Essay Example | Topics and Well Written Essays - 1250 words

Fashion Designers Blog - Essay Example The paper "Fashion Designers Blog" talks about the designers of fashion. The Fashion Week Daily described Lam’s sportwear designs as touching on femininity that espouses maturity and self-awareness. Lam’s designs are also described as emanating intelligence without being overtly intellectual but rather more on the emotional side. Moreover, while Lam’s designs reflect modernity, they also encapsulate history. Lam’s formal wear is characterized by the cotton trenchcoat or the trenchcoat with fox trimmings and his evening gowns which are either short silk cocktail dresses marked by â€Å"handkerchief sleeves† or â€Å"flowly one-shoulder† gowns. Essentially, Lam takes a classic look and brings it into the new millennium. For example, Lam would take a seventies or late sixties look and reinvent it so that it appeals to today’s market. When Lam debuted his first collection in 2003 during New York Fashion Week in autumn of that year, he came well qualified. Graduating from the New School for Design, Parsons in 1990, Lam spent the next 12 years in design houses, particularly under Michael Kors. It was from Kors, that Lam claims to have acquired a taste and knowledge for American classics. Immediately following his debut, Lam’s designs were taken-up by Barneys New York and Bergdorf Goodman and caught on without hesitation. Lam then ventured into other areas bringing his brand to shoes, eyewear and other accessories. His brand was validated on another level when Lam won the 2005 CFDA’s Swarovski Perry Ellis Award.

Swot Long Pest Analysis Of Mcdonalds

Swot Long Pest Analysis Of Mcdonalds One strength for McDonalds is that it has a wide product range. Some examples of the products they have are, beef chicken and fish burgers, wraps, salads, deli sandwiches and chicken nuggets. This is a good thing as it means that they can target lots of people if they have something to suit everyones needs which will gain them more customers. Another strength for McDonalds is that it is the market leader in the fast food market. It is by far the largest fast food chain worldwide bringing in more customers than any other company and also having the most restaurants. This is a strength as it means they have control over the market and take more risks. It is easier for McDonalds to move into new markets as they have the money and facilities to do this which another fast food company may not be able to do it they arent as well established. (Scribd, 2008) 2.2 Weaknesses With McDonalds being the worlds largest chain of quick service restaurants it is the one everyone firstly thinks of when it comes to fast food. This can be seen as a weakness as currently the government are trying to lower obesity levels and to do this they are attempting to make people eat healthier. With McDonalds having their unhealthy image this can put people off as they trying to convince people to avoid places like this. 2.3 Opportunities One opportunity for McDonalds is the ageing population. This is an opportunity as it means they can change their restaurants to fit in with the eating habits of older people. They could do this by making their restaurants more like cafes which will encourage older to people to come to McDonalds if they dont see it as a fast food place anymore. This can be done by having healthier products available such as sandwiches and they can also provide a wider variety of hot drinks and more cakes and muffins. Another opportunity is peoples changing lifestyles. People are currently more time poor than they used to be and have busier lifestyles. This is a good thing for McDonalds as people are more likely to buy fast food if they are busy as they may not have time to cook meals for themselves and their families. Also there are now more single person families in the UK, this is an opportunity for McDonalds as people who are single may not want to cook for just themselves or may find it cheaper to buy fast food. They are also less likely to go out for meals as it may be seen as socially unacceptable to eat alone in a restaurant and might have fast food instead. (Mintel, Chicken Burger Market Internal Market Environment, 2008) 2.4 Threats Currently the market is becoming saturated with more and more competitors entering the market every year, this is causing slowing growth as people are turning to the new alternatives which is a major threat to McDonalds. Also there is government intervention as they are trying to stop people eating so much fast food. The government have intervened with the advertising campaign as they now have to have healthy images for the happy meals by advertising the options of fruit and vegetables and juice instead of fizzy drinks and fries. Although this does make it more likely for people to buy happy meals people could still however be put off. Another threat would be the prices of raw ingredients as these are rising at the moment. If they go up too much this could result in McDonalds raising the prices but at the moment it is just lowering profit. (JapanToday, 2009) 3.0 Porters Generic Competitive Strategies http://www.icsrpa.org.ge/images/stories/genericstrategies.jpg http://www.mindtools.com/pages/article/newSTR_82.htm In order for McDonalds to operate successfully in the fast food industry where there is substantial competition from other brands they need to identify a competitive strategy. This can be achieved through cost factors or differentiation. Getting this right could lead to above average or even superior profits. The first section of Porters strategy is cost leadership, this is best suited to a business which serves a mass market like McDonalds. To reach maximum efficiency you need to supply standard products to many consumers. This is much like McDonalds who are the worlds largest fast food chain, although their approach to marketing in the past has been targeting children with happy meals, their best selling product. In more recent years their adverts have included pulling factors for both children and adults alike. As well as this massive advertising budget they have a limited yet carefully designed menu. Perfect for mass market production, it enables them to make just a select number of meals with timely precision. And to attract the number of sales they require they put lots effort into providing meals that any of their customers could choose from. The menu is updated quite often and alterations are made to make sure theres a good range. There are different options like beef burgers, chi cken burgers, deli sandwiches to grasp the mass market. The key being that whatever you taste, beliefs or religion there should be a product suited to you. Its also convenient being located in city centres, shopping areas and road convergences. A large benefit of McDonalds over independents is you know what to expect every time you go as the ingredients and cooking methods are generalised. Porter says that its difficult for any competitor serving the mass market with standard products to charge above average prices, as competitive rivalry is too fierce. But what the theory doesnt consider is the added perceived value of the brand. Theres no recognition that McDonalds stands out from the other competitors based on its reputation. This is the major reason behind their aggressive growth and mass market performance. Twinned with their successful franchise based business model, without which they couldnt achieve such good geographical coverage or as competitive economies of scales. So aside from selling some cost leading products theyre also able to attract people into buying more premium meals, for instance the chicken legend meal in 2008. The most expensive set meal theyve ever sold. This moves McDonalds slightly away from cost leadership, although their target will always reside with the broadest categories, some product differentiation is happening. In Porters Strategy he defines differentiation it by saying an organisation is differentiating when theyre still able to serve a broad target market, but by providing a service which is different or better due to its added value. The customer needs to be prepared to pay extra for additional features or quality. This allows for a higher or premium price to be charged, giving rise to superior profits. I suppose this is the aim of McDonalds to be able to build on their cost leading success, generate revenue from superior hamburgers where people are willing to pay for it. These ideas are emulated by other competitors in the fast food sector. Burger king have low cost and ever more expensive meal options, topping the five pounds mark. As do Subway with their different filling choices, six inch sandwiches cost from  £2.49 and you can pay over  £5 for a foot long meal. Traditionally this would seem expensive for a sandwich, drink and snack. The big issue with this currently is that differentiated products dont perform well when theres economic downturn. This is best demonstrated by Marks and Spencers in the second quarter of 2008 their food sales fell by around five percent, while at the same time Aldi and Lidl experienced an increase in market share. Showing that consumers where less willing to pay for perceived added value, even MS customers who are typically brand loyal. McDonalds in my opinion would suffer badly under these circumstance should they go further down the differentiation route. The reason being the products would most likely dive in number of sales while demand for the usual set of value options would benefit. The other side of Porters competitive strategy is the narrow scope. Meaning the business doesnt serve the mass market but a small number of customers instead. Cost focused strategy is taken up by organisations following a narrow target market, and where customers are very price sensitive. For the business to make profits there are two important factors, firstly costs must be kept to a minimum and price set at achievable rates. This type of strategy direction isnt commonplace in what we think of as the main fast food sector. But when considering the entirety of small takeaway businesses in the UK, most of them are in-fact forced to take this strategic route. As barriers to entry by the big franchises like McDonalds restrict them from winning more custom. Coupled with tight margin and this is almost impossible. Differentiation focused strategy on the other hand looks to serve that narrow band of customers, but instead of being run on tight margins businesses change and alter their products or service so that consumers are prepared to spend a great deal of money. This is also known as niche marketing. When it works well the business can match or even exceed profits made by broad differentiated firms, despite not having the mass market customers. Whether this is possible in the fast food sector is doubtful, the simple nature of the products is based around convenience and value. So for someone to start selling to a limited number of people for an inflated price seems unlikely. It would just be too difficult without a quality reputation and a large budget for promoting yourself. Porters idea of differentiation focused strategy is one which McDonalds could never take up as the concept of applying it to fast food is flawed, making it very unprofitable for any business to undertake. (Capon, 2009) 4.0 Strategic Fit In recent years McDonalds has seen a dramatic change in its external environment with more competition, changing demands from consumers, advances in technology and changing view from governments around the world. McDonalds strategy is to produce good quality food at a low price for the consumer. In recent years McDonalds has seen a rise in competition which has effected its market share within the fast food market. The likes of Burger King and KFC have grown dramatically over recent years and McDonalds have had to develop internally to counter the growth of their competitors. An example of this would be McDonalds broadening its food menu. McDonalds have attempted in recent years to move away from the traditional image that McDonalds serves only unhealthy fast food by creating healthy options on their menu. This was an internal change within the company as nowadays McDonalds tries to emphasise where their ingredients come from and the new healthy options. Another influence that made M cDonalds consider its image and what products it sold was the changing demands from consumers for healthy products. Government campaigns and the media in general gave consumers more awareness of the risks of eating unhealthy. This made McDonalds respond with more salads, fruit, and lower calorie items. Another way McDonalds could adapt their strategy involving healthy eating/drinking is by creating more healthy drinks for consumers. Currently McDonalds only sells orange juice as an alternative to fizzy drinks they could expand their range of drinks involving carbonated waters or other fruit based drinks which give consumers a healthier option. Another issue in the external environment that will effect McDonalds strategic fit is the economy. Currently consumers around the world do not have as much disposable income to spend on treats such as fast food takeaways. In recent years McDonalds prices have increased meaning many consumers are moving to lower priced takeaways. An example of this was in 2009 where McDonalds increased the price for children happy meals a standard Happy Meal increased by 16.5 per cent, from $4.25 to $4.95. This increase may be due to McDonalds growing use of local ingredients or the currently refurbishment programme throughout its stores around the world. To improve the companies strategic fit in this area it suggests that McDonalds tries to create more lower end products which are cheaper for consumers. As consumers have less disposable income they will be less willing to spend nearly  £5 on a meal when they can still not guarantee a good quality of product. 5.0 New Product or Service From carrying out our SWOT analysis we identified some opportunities for McDonalds to take advantage of. These were the ageing population within the UK and consumers changing lifestyles and demands. From these we have identified a new direction that McDonalds can expand into. We have looked at McDonalds main competitors and found that many do not operate a delivery service. We feel this is an opportunity for McDonalds to differentiate from their competition. We have chosen delivery service mainly because of peoples changing lifestyles and the fact that most people no longer have time to cook meals. We believe that the delivery service would be popular with many McDonalds consumers with the main target being students. This is because we feel that students would rather pay extra for their meals if they dont have to go out and purchase it themselves. Most students live in central locations and are unlikely to have cars meaning the only way to get to McDonalds is by walking which may be inconvenient. The delivery service will operate through the day and evening making it a substitute to an independent typical takeaway. Appendix 1 Porters Five Forces Porter agues that five basic forces drive competition in an industry, competitive rivalry, threat of new entrant, threat of substitute products or services, bargaining power of buyers and bargaining power of suppliers. Industry Competitors McDonalds is the number one fast food company in the UK in terms of foodservice sales, with a 12% share of the total sector in 2008. Amongst chained fast food brands, McDonalds held an impressive 27% of foodservice sales in 2008, although it must be noted that its share of fast food sales amongst chained operators was down by one percentage point from 2007. This fall is due to the expanding competitive environment in which it operates, you may think of McDonalds as being a monopoly business and with around 31,000 restaurants in 116 countries and this is right in one sense. McDonalds strong brand presence and efficient operating service has allowed them to expand rapidly, opening up in developing countries worldwide. But now other businesses such as Nandos, KFC and Subway are growing in strength. There are many driving forces behind this from a greater demand for choice, healthy options, and the expansion of franchise business models (KFC, Subway). KFC, the number two fast food brand by sales and number four in terms of outlets, saw marginal growth in its share of foodservice sales in 2008. KFC accounted for 14% of sales amongst chained fast food brands and 6% of total fast food, unchanged from 2007. Burger King was the number three fast food company in sales terms, with a 4% share of the total sector, down from 2007. Expansion plans of KFC, particularly in the parts of the country where it is under-represented, such as the North and Wales, have been seen by some as a move for more dominance. Threat of New Entrants The major barriers in which a firm looking to enter the market faces are the economies of scale and the access of the distribution. In order for a firm to enjoy success in the industry, they must spend a large amount of capital on advertising and marketing. The industry is very competitive because firms are always attempting to steal customers from each other. Its also very price focused, without a monopoly on the competition you would find it difficult to survive without alternative low cost products. However the McDonalds franchise model has made it easier to enter the market, for example Subway has built their strategic plan around franchise options. Because fast food is a global business, theres a threat that new entrants in foreign countries could gain market share and power. Especially where McDonalds finds it difficult to adapt to cultural customs e.g. India. This growth could transfer oversees into McDonalds home markets like the UK Germany and the USA. When every aspect is considered though, its going to be difficult for new entrants to achieve substantial market share in such a dominated industry. Threat of Substitute Products or Services Theres a wide range of products which could be considered alternatives to eating in McDonalds, such as purchasing a burger from the local store and taking it home to warm up, this is a cheaper alternative but is more time and effort consuming, therefore not a convenience like McDonalds. However, according to MINTEL the UK ready to cook food market went up from  £504m in 07 to  £530m in 2008. By 2013 its estimated to be worth  £728m a 37% increase over last years figure. And sales of the chilled meat burger brand Rustlers reflect this, last year sales increased by 57.9% to  £30m. Alternatively you could go to one of the popular in store cafes, like at Debenhams, BHS or even an independent cafà ©. Burger restaurants, like Fine Burger Co and Gourmet Burger Kitchen offer the same products but use better quality as there USP. There are also a number of upper-class restaurants like Cafà © Rouge and Pret A Manger who could take business away from McDonalds by appealing to people on lunch breaks from the office. Pubs and Gastro pubs also compete, offering deals such as two meals for the price of one, it isnt difficult to find a burger and chips for under  £5. Or in the high street theres businesses like Greggs and Ainsleys who do take out food but arent classified as restaurants, theyre cheaper and a strong alternative during the economic downturn. Because people are becoming more health conscious, theres likely to be some switch over from what people perceive as fast food to healthier options. We believe this is the main threat to McDonalds, as its campaign for healthier products has come under lots of criticism, uptake of these ranges hasnt been as good as McDonalds hoped and this could play into the hands of other business using basic ingredients as their selling point. Bargaining Power of Suppliers Because McDonalds is such a large competitor in the market, suppliers will be keen to win their custom. This also means that they control and influence heavily on what price they pay for goods. Such strong dominance means that suppliers will have little bargaining power over the price they get, only regulations and free trade agreements will ultimately protect them. McDonalds have gone a step further than bargaining with suppliers, theyve taken over a number of them and switched to their own supply in many cases. This is called backwards vertical integration, something which large businesses do to reduce costs, guarantee a good supply and ensure to quality of products from their farms. An example of this is supplies such as beef, milk, flour, sugar and yeast to be used in its products. McDonalds has also formed strategic alliances with companies such as Walmart, Disney and Coca-Cola which lead towards balanced vertical integration, whereby they also begi n to control other outlets for their products as well as suppliers. The limited bargaining power suppliers may have is from the growth of other brands, whereby they can attempt to switch customers. However I believe this is weak as each brand will have individual suppliers and the more powerful they get the more bargaining power they will have. Bargaining Power of Buyers Bargaining power isnt measured by the number of people complaining in store, its most evident by the shift in consumer spending from one type of product to another. As fast food chains and other substitutes are so easily accessed, and theres relatively no switching costs, the individual consumer can simply go elsewhere to spend their money. McDonalds may notice this change in footfall but unless there are vast numbers, individual people still have little persuasion or power to negotiate over the price they pay for their lunch. However, if individual consumers choose to act in unison they may be able to excise power. An example of this is, in the mid-1990s when the health scare over British beef erupted, McDonalds faced the prospect of large numbers of its consumers acting together and refusing to buy their hamburgers. Therefore it switched from suppliers of British beef to supply of Dutch beef. An emerging issue is the pressure on fast food prices, as value for money becomes a key tr end this will become more important consideration for customers. One pound menus will become more popular as consumers impacted on by the recession looking for a cheaper option, this will push down the average transaction spend. Also Meal deals have become very common place in the fast food sector, with all the big brands offering them. Appendix 2 LoNGPEST Analysis Local Political The first political issue at a local level that will affect McDonalds is local government legislation. McDonalds need to make sure they adhere to employment legislation such as the Minimum Wage, Working Time Directive and Working conditions legislation. McDonalds needs to make sure it cooperates with all the employment legislation as McDonalds is a global company a negative story about their employment methods such as paying below minimum wage could seriously affect their reputation at a local level. At a local Level McDonalds also need to have an understanding of the Waste Management regulations that will involve their restaurants. McDonalds will need to make sure they deposit their waste material in the right way and dont cause any contamination of the local environment. This could lead to fines or a worse public image to the local population around the restaurant. Another political issue that will influence McDonalds is trade unions in the local area. If employees are unhappy about pay or hours of work then they will go to their local trade union leader to complain about the current working situation. This could influence McDonalds as they will need to make sure they have the right amount of employee interaction in their store to keep all employees happy. At present McDonalds do not directly work with certain unions on all issues regarding McDonalds. Local Economic The local economy will also be an issue to McDonalds. For example if the local economy is performing well then the customer base for products and service will be large and profitable. However wages will be high and employees will be in short supply in the local population. Currently regions are in a depressed state where there is smaller opportunities for selling products and services with people having less disposable income. During the recession the local populations disposable income was severely reduced with a lack in confidence to buy services and consumers more willing to save money than spend. As MacDonalds is seen by most people as a treat they are more likely to cut back on purchasing the product and look at other options. The final economic issue which may affect McDonalds locally is the rate of unemployment in the local area. This issue could influence McDonalds as high unemployment levels in the local area could expand the range of employees for work but could mean more workers without the required skills to work in the McDonalds stores. This could increase the amount of money McDonalds have to spend on training their staff. Local Social The first socio Cultural issue at a local level is the local community around McDonalds store. McDonalds will have a direct influence of the quality of life within the local community. If a Macdonalds is created in a small town it may increase traffic volume which will have an affect on the quality of life for the population. An increase in traffic volume could be a benefit to other shops but it could also be a disadvantage with a higher risk of pollution and higher risk of accidents. Also a McDonalds store opening in a small town or village may lead to local suppliers of fast food been but out of business such as fast food takeaways, chip and fish shops which may have been around a long time within the village. This could give McDonalds a bad public image in the community if they are putting other providers out of business. The second socio Cultural issue at local level is Social Change within the local area. As fast food companies have become more under pressure from the local and national media their has become a growing trend for people to look for more healthy options. This will be an influence for McDonalds as they will need to start expanding their range of healthy goods to attract the new consumer demands. McDonalds have already began to implement new salad options to their product range to attract new consumers who are interested in healthy products. McDonalds are also trying to provide information about where their suppliers are based for their ingredients. Many consumers of McDonalds are now wanting to know how chicken products are farmed for McDonalds so the company is trying to provide information to consumers. On the McDonalds website the company goes into detail regarding the source of their ingredients. McDonalds have had to provide this information as recently there has been many high pr ofile TV programmes that have questioned how McDonalds farm their chickens for their products. (Mintel, Chicken Burger Bars Strengths and Weaknesses, 2008) National Political One political issue which may affect McDonalds is advertising laws. The government and the advertising standards authority have put pressure on fast food companies such as McDonalds to stop aiming their advertisements at children and young people and are no longer allowed to advertise at certain times of the day when children may be watching. This is to try to combat the problem of increasing obesity in the UK and by stopping children from seeing adverts for things like happy meals etc. they are less likely to want them. (Mintel, Chicken Burger Bars Issues in the Market, 2008) Another political issue which may affect McDonalds is minimum wage. The government controls the minimum amount which companies have to pay their staff. If the minimum wage was to be increased by the government then it would mean an increase in costs for McDonalds. With them being a global brand it is very important that they comply to these rules as they dont want to end up with a bad reputation for not paying their staff fairly. National Economic One economic issue which may affect McDonalds is exchange rates. The British pound is currently very weak compared to other countries. This is a bad thing for McDonalds as it means any money which is made in the UK will be worth less when it is exchanged into another currency which will mean lower revenues for the company. Another economic issue which may affect McDonalds is the current economic situation. With the UK being in a recession people now have less disposable income and therefore are more likely to send their money on necessities rather than luxury products. McDonalds could be seen as a luxury product as although food is a necessity there are cheaper alternatives for people to buy rather than fast food. However from research we have found it would suggest that the fast food market hasnt been affected by the recession. This could be due to the fact that although there are cheaper options it is still not a very expensive thing to buy so people are willing to buy it. Also with it being a convenience food people who dont have time to cook are still going to be buying it. National Social One social issue which could affect McDonalds is that there is an increasing amount of single person families. This is a positive thing for McDonalds as a chicken or a burger meal is a lot more convenient compared to cooking a meal for one. Also people are more likely to get food from a fast food outlet than to go to a restaurant as sitting alone in a restaurant could be seen as intimidating for people. (Mintel, 2008) Another social issue which may affect McDonalds is that people are now starting to eat more healthily. People are now a lot more concerned with there health due to the government making people aware of the dangers of not eating healthily. There are now more healthier options available for people who are wanting something quick and convenient such as the Boots Meal deal which is the same price as a McDonalds and still tastes as good but is a lot better for their health. Global Political One political issue which may affect McDonalds is alliances and agreements. When McDonalds expands to other countries it has to be made sure that the two or more countries regulate the conduct of international trade and commerce. It was easy for McDonalds to trade with The UK and US are an alliance because of their history, in the 1980s the close friendship between Margaret Thatcher and the US republican president Ronald Reagan. This was not however the case for all countries as for a country such as India for example McDonalds had to think about the different laws that they would have to abide as they have religious laws. They also have trading laws as most of the country are vegetarian they may have to have certain staff who do not touch the meat as they are against it. Another political issue which may affect McDonalds is Health and Safety. In all countries there are Health and Safety laws for within the workplace. It is important that McDonalds abide by these rules not just purely for health and safety but also to keep up their reputation. Also with it being a food market it is even more important. There are the general health and safety acts that apply to all companies as workers have the right to work in an environment where health is not a risk and the odds are you wont get hurt or ill through work. Managers would therefore have to firstly look at what decide what can harm you in your job and work out the precautions to stop it by doing risk assessment. Also they should give employees health and safety training that is required to do the job free of charge before the employee starts work. Also any uniform and protective clothing should be provided for example hair nets and gloves for hygiene reasons. Global Economic One economic issue which may affect McDonalds is the exchange rate, import and export tax. Both the exchange rate and the import and export tax has a major effect on the company as it can hugely affect profits depending on whether the pound is strong or weak or whether the tax is high or low. Another issue is labour cost, levels of disposable income and income distribution. When expanding globally it was important for McDonalds to look at the difference in the other countries economy when regarding to the labour cost, levels of disposable income and income distribution. As for some countries the labour cost could either be a lot cheaper or a lot more expensive which is important for McDonalds to know as this affects profits. Also the levels of disposable income and the income distribution in the area McDonalds planned to place the outlets as if they were placing it somewhere where the disposable income was r