Advertisements on YouTube

Advertisements on YouTube How YouTube TV Could Help Google Finally Crack the TV Ad Marketby Mike Shields (2017, March 1) Advertising is an imaginative and fast-moving industry that utilisations different media outlets to inspire individuals to purchase products and services and change their mentalities, reaches and motivate massive audiences. This industrys growth increases rapidly because of the changing social patterns and economic liberalisation that are happening today. The most recent couple of years have seen a noteworthy move in the advertising business, with billions of dollars that once streamed into TV ads being moved to the world of online video. YouTube has been among the greatest winners of this change, which is being driven to a limited extent by viewers who progressively pick far from broadcast television companies and costly cable packages. Furthermore, a streaming TV service will be soon offered by YouTube for individuals who would prefer not to pay for a traditional cable. In this essay, I am going to analyse an article How YouTube TV Could Help Google Finally Crack the TV Ad Market w hich was written by Mike Shields (2017) andÂÂ   how a new launched YouTube TV will open even bigger possibilities for advertisers of both persuasive and informative mechanisms by using economic approach of advertising. Advertising can address particular sections by highlighting an association between their identity to the item and the brand. The most recent couple of years have seen a noteworthy move in the advertising business, with billions of dollars that once streamed into TV ads being moved to the universe of online video. YouTube has been among the biggest winners of this transformation, which is being driven in part by viewers who increasingly opt away from broadcast television networks and expensive cable packages. About 40 percent of millennial households rely on just an internet connection for entertainment.(V. Piana, 2005) The major advantages of YouTube launching a TV will be that advertisers will easily reach the younger audience, one of the most valuable and important consumers, as the price of the TV package will be affordable $35 per month for 40-plus channels and youth will be able to access it on their smartphones, and computers live and on demand which is a huge advantage as the y do not to watch anything in the traditional setting. The Google-owned video company will offer channels as CBS, ABC, NBC, ESPN etc. By appealing bigger audience, the YouTube TV would increase the number of people watching the commercials; therefore the companies which advertise their products would receive higher revenues, build loyalty and increase referrals. It would lead the businesses to get a decent chance of catching a market share. They would let the buying client realise that they are keeping up a powerful effort to stay indispensable in the marketplace. It also would build a reputation with the customer. The principle effects of advertising is in sale volumes and a product differentiation, by decreasing the relative level of substitution, so to sustain an excellent price over the competitors, which will ensure genuinely high margin on costs, leading to high benefits. Within an industry, firms will differ in the volume of sales and the geographic territory in which they sell. (D. G. Tuerck, 1978) It is really important for commercial firms to find a right advertising strategy in order to be noticed. Even consumer preferences changes over time and they are not usually aware of that as they have vague feelings and intuitions, aspirations. Marketing procedures can fluctuate in the broadness of the product line offered, the number of various brand names attached to things in the line, the rate of new brand presentation, the cost and quality levels of the items, and various different measurements; therefore, segmentation and targeting play significant roles in advertising industry. Withou t a right choice of target market firms would not be able to sell their goods and services. In order to achieve the best outcome businesses instead of trying to serve everyone, need to identify the most attractive parts of the market that they could effectively serve. Markets differ in age, income, preferences, academic ability, geographic location and other characteristics. Furthermore, to analyse current sales, growth rates and expected profitability for various segments. Consider effects of: competitors, availability of substitute products and, the power of buyersÂÂ   and suppliers. As mentioned in the article, different households and viewers could receive different ads based on their shopping history or whats going on in the world at a given moment (M. Shields, 2017); it means that if the firms will be able to target the right audience, they will attract more customers by advertising as better targeted advertising will be developed which is a huge benefit for both customer s not to be annoyed by not interesting ads; and advertisers avoid unsatisfied customer reviews. Advertising interfaces a good to a need, proposing that by consuming the good the need will be satisfied. A typical technique is to interface the product or service to the most fundamental and all-inclusive needs, while without promoting the good would be considered to be a much smaller application and utility. In fact numerous advertisements guarantee happiness to the purchaser, much exaggerating the sensible impact of the product. Moreover, it has been contended that promoting revives latent need or even makes new needs, which prior were not felt. In this manner, promoting tend to raise a whole class of items to higher positioning as far as of perceived needs. In any case, buyers limited rationality, for the most part, confines the number of brands that are remembered in relationship to a class. At the point when asked to name brands from a specific classification (e.g. soft drinks), the customer will immediately reply with the most publicised known brands he knows about, for ins tance: Coca-Cola, Pepsi. YouTube TV will create a huge possibility for less-known brands to increase their popularity as Google may have access to about two minutes of commercial time each hour to sell to advertisers on the cable networks featured in the service.(M. Shields, 2017) During that period of time even smaller brands will be able to reach their potential customers, show products and service for the people who will be interested in that particular area. Consumer preferences are not given but change over time and the bundle of goods that consumers buy does not remain constant but changes radically in composition.(Lees, 1967) One of the basic factors in tis position is the increasing real income of buyers as individuals get better off if they do not just spend more on products that they are already purchasing but consistently redistribute their growing salary over another pattern of expenditure. New items are presented, so customers require information and are ready to pay for it. However, the new launched YouTube TV will create some major difficulties for the cable television. We are entering another period of TV where the conveyance is being downgraded and new models for programming are starting to implement. We are moving toward a tipping point where what we used to call television is transforming into something else at the moment. Cable suppliers, on the off chance that they will try to survive, should improve their plans of action e.g. make their business model look more innovative to attract more people. So that, the advertising firms will be rather advertising where the major population invest their money in. As Google tries to break into the in-home and television advertising market and if the advertising will be profitable on YouTube TV then it will definitely steal a huge market share from the competitors. YouTube, which earns the majority of its revenue from advertising, is forecast to generate over $7bn in sales worldwide in 2017, according to rese arch group eMarketer. (H. Kutchler, 2017) Within the article M. Shields (2017) commented that Mr. Ferber believes that if Google would lower the products subscription rate, it might steal the market share from its competitors, e.g. MVPD (Multichannel Video Programming Distributor). As a consequence of that, YouTube might become the biggest advertising market by overwhelming the traditional TV. According to B. Chaplin and B. Sturgess heavy expenditure of promotion is resulting in bigger concentration in markets. (1981) It means that a shift in the TV from linear feeds to streams would lead to a better development in technology and innovation. And this shift would lead to a higher level of advertising which has a positive cost to society. Bibliography Alba, D. (2017). Google Takes on Cable With YouTube TV-40 Channels for $35. [online] WIRED. Available at: https://www.wired.com/2017/02/youtube-tv-skinny-bundle/ [Last accessed 20 March, 2017]. Chiplin, B. and Sturgess, B. (1981). Economics of advertising. London: Holt, Rinehart and Winston. pp. 104. Economicswebinstitute.org. (2017). Advertising a key concept in Economics and Management. [online] Available at: http://www.economicswebinstitute.org/glossary/advertising.htm#con [Last accessed 1 March, 2017]. Ft.com. (2017). YouTube to launch cable TV package aimed at younger audience. [online] Available at: https://www.ft.com/content/cf3a9d16-fe06-11e6-8d8e-a5e3738f9ae4 [Last accessed 10 March, 2017]. Lees, D. (1967). The economics of advertising. 1st ed. London: The Advertising Association, pp.71. Shields, M. (2017). How YouTube TV Could Help Google Finally Crack the TV Ad Market. [online] WSJ. Available at: https://www.wsj.com/articles/how-youtube-tv-could-help-google-finally-crack-the-tv-ad-market-1488409018 [Last accessed 20 March, 2017]. Tuerck, D. (1978). Issues in Advertising. 1st ed. Washington: American Enterprise Institute for Public Policy Research, pp. 99.

A Clockwork Orange Essay: Existentialist Analysis -- Clockwork Orange

Existentialist Analysis of Burgess' A Clockwork Orange  Ã‚     Ã‚   Freedom and liberalism are catchwords that appear frequently in both philosophical and political rhetoric. A free man is able to choose his actions and his value system, to express his views and to develop his most authentic character. What this kind of idealistic liberalism seems to forget, however, is that liberty does not mean a better society, better life or humanistic values such as equality and justice. In his novel A Clockwork Orange (1962), Anthony Burgess portrays an ultimately free individual and shows how a society cannot cope with the freedom which it in rhetoric so eagerly seeks to promote. Existentialism as a mid-20th century philosophical trend introduced the idea of an absolutely free individual into the scheme of modern and postmodern individualism. A Clockwork Orange is a novel that raises a wide range of ethical questions from the definition of free choice and goodness to methods of punishment. Existentialism in the form presented by Jean-Paul Sartre and the German phenomenologists does not provide an ethical nor a psychological perspective to the novel. Applying 'existentialist thought' to Anthony Burgess' work will, however, give understanding of the narrator Alex as a case of a free individual who attempts to construct his world and relate to it authentically. Hence the main issue to be examined is the necessity of self-definition and the extent of its discouragement in Alex's social environment. Alex is a 15 year-old boy cast into a problematic future society. He is the dominating only child of an ordinary working class family. He attends corrective school during the day and seeks violent pleasures with his droogs during the night. As ... ... postmodernist rhetoric he devises a "new chapter beginning" for his living story. In the eyes of abstract existentialism Anthony Burgess' A Clockwork Orange is an interesting exploration. The novel illustrates that the nature of society is the restriction of freedom. In the social contract some human liberty is exchanged for a social membership, a construction. The problem of society, it appears, is the balance between rights and obligations within the contract. If the balance is not directed towards the individual, but towards the state, the society becomes the annihilator of authenticity. Such a society cannot cope with the natural sense of freedom, self-expression, and authenticity of its people. Bibliography Burgess Anthony 1962. A Clockwork Orange. Penguin Books 1996. Sartre Jean-Paul 1956. Being and Nothingness. Washington Square Press 1992.   

Strategic Planning Case Study- Dunkin Donuts

Strategic Hospitality Management A case analysis of Dunkin’ Donuts with a focus on tools available for strategic planning. April 2013 Abstract The following essay is based on the Quick Service Restaurants brand (QSR)- Dunkin’ Donuts. The company has been studied and a case study regarding the growth of the company from 1950 till today has been studied. Growth strategies of the company have been used to understand how they reached the position of America’s largest QSR.The Legal, Moral and Ethical Issues of the company have also been studied and the solutions to those issues and the implementation has been studied Contents Abstracti Introduction1 Strategic Planning1 The Process1 Dunkin’ Donuts3 Mission Statement3 Vision Statement3 Case Study3 Growth Strategy4 Growth Strategies used by Dunkin’ Donuts4 SWOT ANALYSIS9 Legal, Moral and Ethical Issues10 Conclusion and Recommendation11 Bibliography12 Part ‘A’ Introduction Strategic Planning Str ategic planning is a process that brings to life the mission and vision of he enterprise. A strategic plan, well crafted and of value, is driven from the top down; considers the internal and external environment around the business; is the work of the managers of the business, and is communicated to all the business stakeholders, both inside and outside of the company. As a company grows and as the business environment becomes more complex the need for strategic planning becomes greater. There is a need for all people in the corporation to understand the direction and mission of the business.Companies consistently applying a disciplined approach to strategic planning are better prepared to evolve as the market changes and as different market segments require different needs for the products or services of the company. The Process There is no one formula or process for strategic planning. There are however, principles and required steps that optimize the value of strategic planning. The steps in the process described in this series of articles on strategic planning are presented below: * Current Situation Analysis Segmentation Analysis * Strength, Weakness, Opportunities, and Threat Analysis * Core Competencies Analysis * Key Success Factors * Business Unit Strategy / Business Plan * Balanced Score Card * Evaluation The choice, of the planning process that works best, should be driven by the culture of the organization, and by the comfort level of the participants. The strategic planning process must mirror the cultural values and goals of the company. There are a number of important steps to remember in the process of strategic planning.They include collecting a meaningful and broad data base, resourcefully thinking about separation, defining gaps, assessing core competencies, and understanding the identifying critical resources and skills. An important distinction in the process is to recognize the difference between strategic planning and the work being done , and strategic thinking, or the creative, intuitive input. The planning element involves the data collection, goal setting, expectation definition and statement of direction.Strategic thinking includes the intuitive and creative elements. This thinking process takes into account and helps to leverage the values of the internal culture of the business and external characteristics of the market. Strategic planning can be a challenging process, particularly the first time it is undertaken in a company. With patience and perseverance as well as a strong team effort the strategic plan can be the beginning of improved and predictable results for a company.At times when the business gets off track a strategic plan can help direct the recovery process. When strategic planning is treated as an ongoing process it becomes a competitive advantage and an offensive assurance of improved day to day execution of the business practices. (Mathews & Lee) Use of an outside, independent facilitator can help in the process and in the development of a strategic plan. An outside resource can provide objectivity and serve as a â€Å"devil’s advocate† as well as a sounding board for the management charged with plan development.In the final analysis the plan must have the authorship and ownership of the owner and the managers who must execute and follow the strategic plan. It must be their plan. The strategic plan, to be of real long-term value, must be treated as an ongoing business process. It must be reflective of the owners’ mission and vision. It must evolve and change to reflect changing market and economic conditions. It must be proactive to competitive, market and economic conditions. If those steps are followed, the strategic plan will institutionalize a culture of continuous improvement and disciplined change.Strategic planning, when treated as a work in progress, rather than as a binder on a shelf, or a file in a computer, provides business with a real a nd lasting competitive advantage. It will help determine and direct the quality of relationships with suppliers, employees, unions, customers, and bankers. To get your business to where you desire it to be, start with determination and drive to develop a useful and living strategic planning process. Give it strong support and leadership from the top down. Develop and evolve it with participation and buy-in from the bottom up.Strategic planning is your company’s road map to your vision. (Wheelin, 2005) Dunkin’ Donuts Dunkin’ Donuts is a business in food retail. They are the world’s largest coffee and baked goods chain. Dunkin’ Donuts have been in business since 1950 and have been franchising since 1995. This franchise serves more than 2 million customers a day. Dunkin’ Donuts is owned by Dunkin’ Brands. Dunkin’ Brands has two companies in its portfolio which are Dunkin’ Donuts and Baskin Robins. It works under a 100% fran chise model and reduces store costs and can then concentrate more on menu and product innovation.Mission Statement Make and serve the freshest, most delicious coffee and donuts quickly and courteously in modern, well- Merchandized stores. Vision Statement America run on Dunkin’ Case Study From the beginning from a single restaurant in Quincy Massachusetts, Dunkin’ Donuts is now a Global brand with more than 10,000 locations in 32 countries. The growth is testimony to the fact that people everywhere appreciate what Dunkin’ Donuts offers: High Quality food and beverages served all day in a friendly, fast environment at a great value.In the United States, Dunkin’ Donuts has maintained steady, strategic and disciplined growth, opening new restaurants in the core markets in the north – east and in cities all throughout Mid Atlantic, Southern and Midwest states. (Donuts, 2011)They now have more than 7,000 restaurants in 36 states and the District of Colu mbia, Dunkin’ Donuts is an important part of life for millions of Americans. While Dunkin’ Donuts has nationwide brand recognition, they have a significant opportunity to expand the number of restaurants in the United States as well as all around the world.The company believes that they can double the footprint in the U. S to 15,000 Dunkin’ Donut Restaurants over the next 20 years. The company has a strong presence internationally as well with more than 3000 Dunkin’ Donut Restaurants over 31 international countries across 4 continents. The company maintains stable global expansion, opening new restaurants in Europe, Asia, Middle East and Latin and South American countries. Dunkin’ Donuts has already opened more than 88 locations in Greater China and has nearly opened 900 shops in South Korea.In 2010, the brand Re-entered Russia with new restaurants in Moscow, and in 2012, the first set of Dunkin’ Donut Restaurants were opened in India and Gu atemala. (Donuts, 2011) To achieve this high rate of growth across most of the world, and a vision to continue to achieve and steadily grow at a high rate Dunkin’ Donuts under the company Dunkin’ Brands has a strongly formulated Growth Strategy. Growth Strategy Growing a business requires ongoing work in an environment of continually emerging global challenges.One of the most fundamental aspects of the growth process is the formation and distribution of competences within and among organizations. To a large extent, the challenges for businesses are innovation and internationalization to grow businesses. The goal of any business growth is to increase revenue and profitability with a reduced business cycle time that is more productive, innovative and export-led, delivers high-value products/services for customers and markets around the world. The following are major areas where businesses have to take initiatives to support growth strategy: * Market Growth Financial Tran sformational Initiatives * Supply Chain Management * Outsourcing Concept (Kumar, 2010) Growth Strategies used by Dunkin’ Donuts 1. Increase comparable store sales and profitability in Dunkin’ Donuts U. S. The company’s largest operating segment, Dunkin’ Donuts U. S. experienced positive comparable store sales growth in eight of the last ten fiscal years. The fiscal year 2011 with comparable store sales growth of 5. 1%, was the highest annual comparable store sales growth since 2005, and 7. 4% for the fourth quarter of 2011, which was the highest quarterly performance in the past seven years.There is a strong intention to continue building on comparable store sales growth momentum and improving profitability through the following initiatives: * Further increase coffee and beverage sales. Since the late 1980s, the company has been transformed into a coffee-focused brand and have developed a significantly enhanced menu of beverage products. Approximately 60% of Dunkin’ Donuts U. S. franchisee-reported sales for fiscal 2011 were generated from coffee and other beverages, which is believe to generate increased customer visits to the stores and higher unit volumes, and which produce higher margins than their other products.They plan to increase the coffee and beverage revenue through continued new product innovations and related marketing, including advertising campaigns such as ’America Runs on Dunkin’ in 2011 Dunkin’ Donuts created a product called the K- Cups, which is a 12$ box with 14 K-Cups. This product had been an idea from the customers themselves, as it is an easier and more convenient method. It is used in the Keurig brewing system. The company that makes them, Green Mountain Coffee Roasters Inc. , first announced its partnership with Dunkin' Donuts in February.Dunkin's decision to sell the K-Cups only in its outlets will help drive customers there and perhaps lead them to make additional purchases. It could also keep the brand from becoming too omnipresent, which is widely believed to be a mistake made by Krispy Krem`e Doughnuts Inc. when it started selling its products in gas stations and grocery stores. * Continue to develop enhancements in restaurant operations. The company will continue to maintain a highly operations-focused culture to help the franchisees maximize the quality and consistency of their customers’ in-store experience, as well as to increase franchisee profitability.In support of this, there has been an initial enhancement and ongoing restaurant manager and crew training programs and developed new in-store planning and tracking technology tools to assist the franchisees. As a result, over 164,000 respondents, representing approximately 93% of all respondents, to the company’s Guest Satisfaction Survey program in December 2011 rated their overall experience as â€Å"Satisfied† or â€Å"Highly Satisfied. † 2. Continue Dunkin’ Donuts U. S. Immediate store expansion The company believes there is a significant opportunity to grow the points of distribution for Dunkin’ Donuts in the U. S. iven the strong potential outside of the Northeast region to increase the per-capita penetration to levels closer to those in their core markets. The company’s development strategy resulted in 243 net new U. S. store openings in fiscal 2011. In 2012, it is expected that their franchisees will open an additional 260 to 280 net new points of distribution in the U. S. , principally in existing developed markets. They believe that strategy of focusing on contiguous growth has the potential to, over approximately the next 20 years, more than double our current U. S. footprint and reach a total of 15,000 points of distribution in the U.S. The following table details the per-capita penetration levels in the U. S. regions. Region| Population(ml)| Stores| Penetration| Core 36. 0 3| 768 1:9| 560| Core 36. 0 3| Eastern Established. 53. 8 2| 227 1:24| 160| Eastern Established. 53. 8 2| Eastern Emerging 88. 7 891 1:99| 600| 891| Eastern Emerging 88. 7 891 1:99| West 130. 0 129 1:1| 008| 100| West 130. 0 129 1:1| Table 1: As per December, 2011 * Increase penetration in existing markets. In the traditional core markets of New England and New York, there now is a Dunkin’ Donuts store for every 9,560 people.In the near term, there is an intention to focus the core development on other markets east of the Mississippi River, where currently there is only approximately one Dunkin’ Donuts store for every 99,600 people. In certain established Eastern U. S. markets outside of their core markets, such as Philadelphia, Chicago and South Florida, they have already achieved per-capita penetration of greater than one Dunkin’ Donuts store for every 24,160 people. * Expand into new markets using a disciplined approach. The Company believes that the Western part of the U. S. epresents a significa nt growth opportunity for Dunkin’ Donuts. However, a disciplined approach to development is the best one for the brand and franchisees. Specifically, in the near term, they intend to focus on development in markets that are adjacent to the existing base, and generally move westward in an immediate fashion to less penetrated markets, providing for marketing and supply chain efficiencies within each new market. * Focus on store-level economics. In recent years, they have undertaken significant initiatives to further enhance store-level economics for their ranchisees, * Reducing the cash investment for new stores. * Increasing beverage sales. * Lowering supply chain costs and implementing more efficient store management systems. The Company believes these initiatives have further increased franchisee profitability. Dunkin’ Donuts recently entered into an agreement with the franchisee-owned supply chain cooperative that provides for a three-year phase in of flat invoice pr icing across the franchise system, which, coupled with the cost reductions noted above, should lead to cost savings across the entire franchise system.It is believed that this will be one of the drivers of the immediate development strategy, by improving store-level economics in all markets, but particularly in newer markets where their growth is targeted. Store-level economics have also continued to benefit from increased national marketing and from the introduction of Dunkin’ K-Cups into their restaurants. 3. Drive Accelerated International Growth. They believe there is a significant opportunity to grow points of distribution Dunkin’ Donuts in international markets.Their international expansion strategy has resulted in more than 3,500 net new openings in the last ten years. The key Elements of the future Growth Strategies are: * Grow in Their existing core markets. The Company’s international development strategy for Dunkin’ Donuts includes growth in th eir existing core markets. Dunkin’ Donuts intends to focus on growth in South Korea and the Middle East, where they currently have 857 and 229 points of distribution, respectively. During fiscal 2012, the company is expected to open approximately 350- 450 new points of distribution internationally, principally in their existing markets.However, there can be no assurance that their franchisees will be successful in opening this number of, or any, additional points of distribution. * Capitalize on other markets with significant growth potential. Dunkin’ Donuts intends on expanding in certain international focus markets where the brand does not have a significant store presence, but where they believe there is consumer demand for the products as well as strong franchisee partners. In 2011, it was announced that an agreement with an experienced QSR franchisee to enter the Indian market with Dunkin’ Donuts brand.The agreement calls for the development of at least 500 Dunkin’ Donuts restaurants throughout India, the first of which is expected to open by the second quarter of 2012. By teaming with local operators, it is believed they are better able to adapt the brands to local business practices and consumer preferences. * Further develop the franchisee support infrastructure. Dunkin’ Donuts plan to increase the focus on providing international franchisees with operational tools and services that can help them to efficiently operate in their markets and become more profitable.Dunkin’ Donuts plans to focus on improving on native-language restaurant training programs and updating existing restaurants for the new international retail restaurant designs. To accomplish this, we are dedicating additional resources to our restaurant operations support teams in key geographies in order to assist international franchisees in improving their store-level operations. (Brands, 2012) Segment| Q2 2012 Comparable Store Sales Growth| Q1 2012 Comparable Store sales Growth| Q2 2012System wideSales Growth| Q1 2012 System wideSales Growth| Dunkin’ Donuts U. S| 4. 0%| 7. 2%| 7. %| 11. 5%| Dunkin’ Donuts International| 3. 5%| 2. 3%| 1. 5%| 4. 8%| The long-term prospects of Dunkin' Brands seem very impressive. Dunkin' Brands is compensated as a percent of franchisee top-line and it bears basically no store operating costs itself. With only 36 company- owned points of distribution out of a total of 17,016 as of June 30, 2012, the company is less affected by store level costs and profitability and fluctuations in commodity costs than many other QSR operators. (Saibus, 2012) SWOT ANALYSIS Strengths * High operating Profit Margin * Lower Costs than Industry High Brand Recognition * Becoming Socially Responsible Weaknesses * High Debt * Low Return on Equity Ratio * High Interest Rate * Need to better manage Fixed assets Opportunity * Pay off some debt * Open more stores in the West * Capitalize on high customer Loyal ty Threats * Low entry Barriers into Industry * Health Conscious society and Starbucks focusing on Health and Wellness * Krispy Kreme expands into the Global Market Part ‘B’ Legal, Moral and Ethical Issues * Recently in news articles, it was reported that there were approximately 350 lawsuits between Dunkin’ and its franchisees.The company has been accused of aggressively targeting shop owners in an effort to terminate franchise agreements and in the process collect hefty fees and penalties for alleged contract violations. Michelle King is Dunkin’s Director of Public Relations and he states that strongly encouraged Dunkin’ Brands to take a step back and reconsider its policy of litigation and instead embrace its process of mediation to settle disputes with franchise owners. He said, â€Å"It is the right thing to do to grow the brand in an increasingly challenging and competitive environment.DDIFO is ready, willing and able to help see this process of mediation come to fruition. † (Leiber, 2009) * Due to the sudden increase in the consciousness of health and wellness, Dunkin’ Donuts has come across a moral dilemma as most of their Products go against the code of healthy food. Their competitor Starbucks has taken a turn and concentrated more of healthy eating which has created a drop in the business of Dunkin’ Donuts, to overcome this the company has also started concentrating on health food and beverages. Dunkin’ Brands leaders have an added obligation to ensure that policies are communicated to employees and that business practices are designed to prevent improper conduct. They have a responsibility to build and maintain a culture of compliance by ensuring employees know that our integrity should never be compromised in order to achieve business results. The Code of Conduct provides employees and directors with guidance on doing the right thing. However, it is not an all inclusive list of doâ€℠¢s and don’ts.The Overview sections outline the intended behavior and the Expectations and Examples of What to Watch Out For sections provide some examples of what employees and directors should and should not do. (Dunkin', 2012) Conclusion and Recommendation Strategic planning and management is what makes or breaks a company or Brand. Dunkin’ Donuts, The Company I have done my study on is a brand which I think has put a lot of thought into the planning of business. Their techniques and business sense is what has brought them to be America’s most popular quick service restaurant chain.In this essay I have studied the growth strategies of the company and how from a single outlet in 1950, today it has a presence in most countries in the world. This is possible because of a proper vision that the company had and a set of strong Growth Strategies. The company has strongly believed in spreading and making their brand what people live by. I believe that Dunkin Donuts should aggressively target India, as it is expected to Grow over half a billion in Breakfast Food sales by 2016.The Asia pacific Region is growing rapidly and should be Targeted within the next five years. The company should capitalize more on college campuses as what they serve is directly related to the average diet of a teenager. They should target this market in both America and abroad. Bibliography Brands, D. (2012). Annual Report 2012. massechusetts: Edgar Online. Donuts, D. (2011). Global Presence. Retrieved April 12, 2013, from Dunkindonuts: http://www. dunkindonuts. com/content/dunkindonuts/en/company/global. tml Dunkin'. (2012). Code of Business Conduct and Ethics. Canton. Kumar, D. (2010). Enterprise Growth Strategy: Vision, Planning and Execution. Surrey: Ashgate Publishing Group. Leiber, N. (2009, October 8). Attorneys Criticize Dunkin' Donuts' Litigious Behavior. Business Weekly . Mathews, J. F. , & Lee, H. Business Devlopment Index. Columbus: Ohio State University. Sa ibus. (2012). Dunkin' Brands Is Brewing Up Strong Perfomance. Seeking Alpha. Wheelin, T. (2005). Concepts in Strategic Mangement.

The Inner Workings of a Serial Killer - Free Essay Example

Sample details Pages: 6 Words: 1874 Downloads: 8 Date added: 2019/07/03 Category Society Essay Level High school Tags: Serial Killer Essay Did you like this example? Serial killers have long been of interest to American popular culture as well as criminal psychologists. A serial killer is defined as an individual who commits three or more acts of murder over an extended period of time (Allely, Minnis, Thompson, Wilson, Gillberg, 2014). Typically, these killings involve the sexual assault of their victims as well as sadistic acts of torture. Don’t waste time! Our writers will create an original "The Inner Workings of a Serial Killer" essay for you Create order These men and women who commit these extreme and prolonged acts of violence are important yet difficult to study. Due to the rarity of serial killers, more research needs to be done to further the existing scholarship regarding serial killers. Serial killers are an extreme example of the behavior that can arise from people who have anti-social personality disorder. Not only does the presence of a personality disorder influence their actions, but biological and social processes have an impact on whether a person will engage in this severe level of killings. Sometimes these murders are calculated and victims are chosen to fit a desired killing type, or victims are chosen due to opportunity. These serial killers can be charismatic and charming, such as Ted Bundy, or isolated and detached like Jeffrey Dahmer. The factors that aid in the making of a serial killer are complex and involve specific psychological aspects of personality, biological processes, and negative environmental stresso rs. The presence of anti-social personality disorder is one of the main psychological indicators that a person is at risk for engaging in serial killings (Kocsis Irwin, 1998). Individuals who have anti-social personality disorders have a persistent disregard for human life (Kring, Johnson, Davidson, Neale, 2016). They feel almost no empathy for their victims and may know that what they are doing is wrong, but they continue to kill regardless of the consequences. Not all people who are diagnosed with anti-social personality disorder will become a serial killer, but most serial killers have an anti-social personality disorder diagnosis (Culhane, Hilstad, Freng Gray, 2011). According to the DSMV, the criteria for anti-social personality disorder is age at least 18 with an evidence of conduct disorder before age 15, and a pervasive pattern of disregard for the rights of others since the age of 15, as shown by at least three of the following: repeated law breaking, deceitfulness, lying, im pulsivity, irritability and aggressiveness, reckless disregard for own safety and that of others, irresponsibility as seen in unreliable employment or financial history, and lack of remorse (Kring, Johnson, Davidson, Neale, 2016). The combination of these criteria puts an individual at risk for committing serial murders. Another important psychological element to serial killers is psychopathy. Psychopathy involves the continuous violation of the rights of others, as well as a complete disregard for such rights (Kocsis Irwin, 1998). It also involves a lack of empathy with the feelings of others and a lack of remorse for any offence or injury to others, as well as an inflated self-concept and superficial charm (Kocsis Irwin, 1998). This psychopathy is seen in the brutal nature of the killings as serial killers have little to no regard for the harm that they inflict on their victims. The victims are seen as a means for the serial killer to gain some sense of satisfaction, typically sexual satisfaction (Kocsis Irwin, 1998). In addition, serial killers lack any real empathy, so their emotions are purely manipulative (Kocsis Irwin, 1998). For example, serial killer Ted Bundy used his charismatic attitude to give his victims a sense of comfort, which then allowed him to lure them to their deaths. Psycho pathy is a personality dimension that is prevalent in most serial killers but not all (Kocsis Irwin, 1998). Narcissism is another dimension of personality that is seen in serial killers. Narcissists believe that they are special and important and must be treated as such. Narcissist have a need for admiration and recognition of their importance, and when this attention is not given, they can become quite upset. Similar to psychopathy, narcissism consists of a lack of empathy for others (Kocsis Irwin, 1998). However, there is a distinction between the two as psychopaths percieve other people as objects for self-gratification, whereas narcissists need to establish a sense of their superiority over others and demand admiration (Kocsis Irwin, 1998). This feature of narcissism is prevalent in many serial offenders (Kocsis Irwin, 1998). The desire for admiration in serial killers is seen through the exhibitionistic behaviors of some serial offenders (Kocsis Irwin, 1998). For example, Australian serial killer John Glover boasted of his self-perceived superior intellectual abilities despite no t having a college degree and having a below average IQ. Serial killers who exhibit narcissistic tendencies feel great pride for their kills and this pride is exemplified when publicly recognized by police or news outlets. This is used as a tactic by law enforcement to trick the killer into revealing more information. This was seen in the case of Edmund Kemper, as the more praise Kemper received for the ingenuity of his offences, the more information he would reveal (Kocsis Irwin, 1998). Understanding the elements of narcissism are not only important for the reasonings behind serial killers actions, but can also be used to apprehend them. Sadism is another important psychological element to a serial killers personality. Sadism is when an individual takes pleasure in harming others, and some may even experience sexual gratification watching their victims suffer (Kocsis Irwin, 1998). Not all sadists are serial killers, as not all kill their victims, but instead use psychological torture and manipulation to satisfy their urges. Sadists use a variety of methods to inflict damage on their victims. Some common examples would be taking away the autonomy and free will of their victims or physically torturing their victims (Kocsis Irwin, 1998). Jeffrey Dahmer is a well-known sadistic serial killer. Dahmer brutally tortured and killed his victims. In addition to this physical torture, Dahmer inflicted psychological torture on his community. At a search party for one of the missing persons he murdered, he served soup that he made with the human remains of his victims. While the personality dimensions of anti-social personality disorder, psychopathy, narcissism, and sadism, consist of diagnostic differences, they all function towards the psychology of the serial offender (Kocsis Irwin, 1998). The biological processes behind serial killers are also important to note. Certain developmental and intellectual disabilities have recently been associated with serial offenders. Autism spectrum disorder may play a role in an individual becoming a serial offender. Criminal psychologists are advocating for the new diagnosis of Autistic psychopathy, which would function as a subcategory of Aspergers syndrome (Allely, Minnis, Thompson, Wilson, Gillberg, 2014). Research suggests that Autistic Psychopathy may trigger the incentive of some of these serial killers (Allely, Minnis, Thompson, Wilson, Gillberg, 2014). The question of whether there is a connection between ASD and extreme violence is still unanswered because empirical research investigating offenders with Autism Spectrum Disorders is relatively rare (Allely, Minnis, Thompson, Wilson, Gillberg, 2014). There is also research supporting neuro-chemical imbalances and aggression. Low serotoninergic activity has been linked to imp ulsive, self-destructive violence, while an increase in synaptic serotonin levels have been linked to aggression (Allely, Minnis, Thompson, Wilson, Gillberg, 2014). The increase of dopamine and norepinephrine also will heighten aggression. Monoamine oxidase-A (MAO-A) is an enzyme that is associated in the metabolism of norepinephrine, serotonin and dopamine and its levels are genetically determined (Allely, Minnis, Thompson, Wilson, Gillberg, 2014). Men with low MAO-A activity are three times more likely to be convicted of a violent crime by the time they are 26 years old than men with high MAO-A activity (Allely, Minnis, Thompson, Wilson, Gillberg, 2014). Hypoglycemia is also associated with impulsive, violent behavior, and the link may be mediated via serotonergic mechanisms and alcohol consumption. (Allely, Minnis, Thompson, Wilson, Gillberg, 2014). Individuals who have the biological predisposition for aggression and violent behaviors will be more likely to commit serial mur ders. It is also suggested that individuals who suffer from head injuries will be more likely to commit violent criminal offences (Allely, Minnis, Thompson, Wilson, Gillberg, 2014). Anti-social personality disorder and many of the other personality dimensions that are found in serial killers are genetic. The biological risk factors mentioned above put these individuals at a significantly greater risk for developing into a serial murderer. In addition to the biological and social factors, environmental influences also have an important impact on the making of serial killers. In a study of more than 60 serial murderers, researchers found that psychological and/or physical abuse was a prevalent trait of serial killers childhoods (Allely, Minnis, Thompson, Wilson, Gillberg, 2014). Not all children who suffer from abuse will become serial killers, but childhood emotional and physical trauma can be an influential factor in serial offenders. In a group of 62 male serial killers, 48% had been rejected as children by a parent or some other important person in their lives (Allely, Minnis, Thompson, Wilson, Gillberg, 2014). In many cases, serial killers faced extreme abuse as children and grew up in environments with little nurturing or comfort. Children are more likely to thrive emotionally if there are positive interactions with their parents (Culhane, Hilstad, Freng Gray, 2011). The children who live in abusive and neglect ful households on average have more behavioral and emotional problems, which in extreme cases can lead to serial murders (Culhane, Hilstad, Freng Gray, 2011). Some serial killers may also face bullying and teasing from their peers. For example, serial killer Ronald Dominique was bullied for many years for being gay (Forsyth, 2015). He explains that this bullying over his sexuality resulted in him having many negative thoughts regarding his sexuality. Dominique raped and murdered over 23 men, most of whom were male prostitutes (Forsyth, 2015). These violent crimes against gay men could be a result of the severe bullying that Dominique faced as a teen for being a homosexual. Serial killer Edmund Kemper faced emotional and physical abuse from his mother. He was constantly ostracized in his family and was forced to sleep in the garage, and oftentimes his mother would restrict his food or water. Kemper developed a strong hatred for women and brutally raped, beat, and tortured ten women (Forsyth, 2015). His mother and grandmother were two of his victims (Forsyth, 2015). The environmental and social aspects of an individuals life have important consequences on behavior, and in the cases of extreme abuse and social ridicule, these factors can aid in the development of serial offenders. The treatment for serial killers is extremely difficult as most do not undergo therapy until they are incarcerated. Due to the nature of these serial offenders, most do not want to undergo treatment as it means that they will need to stop their killings (Culhane, Hilstad, Freng Gray, 2011). The most common forms of treatment include mood stabilizers, such as anti-psychotics and social skills training (Kring, Johnson, Davidson Neale, 2016). However, the combination of these treatments may not be effective, due to the lack of empathy and regard for others that serial offenders exhibit. There are a variety of factors which go into the creation of a serial killer. These violent offenders are rare, but usually generate a sizable interest among the public. The psychological, biological, and environmental elements are complex and work together to create the behavioral and compulsive response to calculated multiple killings. When trying to understand the inner workings of a serial killer it is important to note the individual interactions of the dimensions of ones personality, their specific biological processes, and well as the presence of negative environmental and social factors.