Mattel Confronts Its Marketing Challenges Essay Example | Topics and Well Written Essays - 750 words

Mattel Confronts Its Marketing Challenges - Essay Example This research will try to explain how Mattel confronts its marketing challenges. In the adverts, the company should ensure that it clearly explains the company profile to the clients as well as the functionality of the new product. Furthermore, effective marketing will need the company to have a clearly defined market or consumers of that particular product. For instance, Mattel to producing company will be introducing a new toy on the market shortly. Among the products to be introduced in the market, include the board games toys and WWE toys. However, for this product to sell to its expectation, the company management has to ensure that it correctly markets the products to its esteemed clients across the world. However, for the new product to be active in the market, it will have to be sold at most affordable prices. Moreover, the products should be able to meet customer expectations in terms of quality and durability. The assumptions that can be expected with the introduction of the new product in the market are the constant demand of the product. The management of the company needs not to assume the annual demand and supply of board games toys as well as the WWE toys. It is because an increase in market boundary will mean that supply will need to be an increase. On the other hand, the manufacturing of the product should also be able to meet the demands of the customer at any particular time. In addition, the company should also not assume the availability of tough completion in the market from the companies producing the same products.

Textual Analysis Essay Example | Topics and Well Written Essays - 1500 words

Textual Analysis - Essay Example 2- An Increased Number of Immigrants Coming to America: It has been estimated that a America welcomes a huge number of immigrants from all over the world. People come to America to seek better future and to maintain a healthy and good quality of life which is impossible anywhere else in the world. Regardless of any race, gender, religion and color discrimination, the country welcomes and holds a huge number of immigrants and provides them with equal opportunities as compare to their own citizens. Table of Contents: Abstract†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. ... The sonnet is engraved on the base of the Statue of Liberty. It was primarily written to raise funds for the base of Statue of Liberty. The poem acknowledges the efforts of immigrants coming to America to attain better future and to enhance their quality of life. It has been known to many people that America is home to many different people with different nationalities who have been living in the country without facing any discrimination from years and years. American society believes in freedom; freedom of speech and expression as well as freedom of life. Unlike many countries, America welcomes immigrants from all over the world and provides them with equal opportunities, similar lifestyle and employment opportunities as the country provides to its own citizens. As a result, due to increased life benefits, people from all over the world prefer coming to America to sustain a better lifestyle and to earn a better living in a respectable society. Textual Analysis: The New Colossus by E mma Lazarus: Treatment: The New Colossus is a beautiful sonnet written by Emma Lazarus in 1883. The basic theme of the sonnet revolves around the great Statue of Liberty and the idea is focused on the concept that how this statue stands tall in welcoming the immigrants from all over the world to America. The sonnet is comprised of 14 lines which can be divided into two parts on the basis of meanings and ideas it holds. Section 1: From the title of the poem, we can tell that Colossus reference is consistent with the Statue of Liberty as other claims it to be with the ancient one in Rhodes. Colossus of Rhodes is the ancient statue in bronze which represents the god â€Å"Helios.† It is considered as one of the ancient seventh wonders of the world. The inconsistency

Greenhouse Business Challenge and Carbon Footprint in Australia Assignment

Greenhouse Business Challenge and Carbon Footprint in Australia - Assignment Example The processes, policies, and procedures to be taken up by companies in regards to carbon footprint operations would be based on standards and incentives. In the first case, standards need to be fixed by companies to measure and thereby manage the level of emissions and thereby to take resort to other non-conventional energy sources like wind and solar energy. Secondly, the focus to reduce the carbon emissions can be linked to financial incentives where it helps in reduction of operational cost (Bannon, DeBell and Krosnick, 2007, p.2). Coca-Cola since 2004 is observed to expend around $40 million in regards to the placement of sustainable refrigerators in its different stores. The refrigerators would work on alternatives for hydro-fluoro-carbons (Cogan, Good, Kantor and McAteer, 2008, p.39). The Best Practices involved in regards to management of Carbon Footprint by organizations are as follows. Firstly the management body of the concern needs to select a particular year calendar or financial in regards to gaining considerable data. Secondly, the management focuses to reduce the level of emissions from direct and indirect operations. Thirdly the management is to decide on the level of control based on direct ownership or through stakeholder approach to reducing the level of greenhouse gases (New Zealand Government, 2008). Wal-Mart focuses on designing a prototype of a store that would help in reducing emission levels of greenhouse gases by around 30 percent. It also targets in reducing emission level in the international stores by around 20 percent to the close of 2012 and in doubling the efficiency level of transportation by 2015 (Walmart, 2010). Tesco is closely working with its supply chain systems to help reduce the level of carbon emissions through a reduction in the number of transportation vehicles and also using bio-energy Tesco also rightly labels the carbon footprint in the different products (FBP 1094, p.3-7)

Mattel Confronts Its Marketing Challenges Essay Example | Topics and Well Written Essays - 750 words

Mattel Confronts Its Marketing Challenges - Essay Example This research will try to explain how Mattel confronts its marketing challenges. In the adverts, the company should ensure that it clearly explains the company profile to the clients as well as the functionality of the new product. Furthermore, effective marketing will need the company to have a clearly defined market or consumers of that particular product. For instance, Mattel to producing company will be introducing a new toy on the market shortly. Among the products to be introduced in the market, include the board games toys and WWE toys. However, for this product to sell to its expectation, the company management has to ensure that it correctly markets the products to its esteemed clients across the world. However, for the new product to be active in the market, it will have to be sold at most affordable prices. Moreover, the products should be able to meet customer expectations in terms of quality and durability. The assumptions that can be expected with the introduction of the new product in the market are the constant demand of the product. The management of the company needs not to assume the annual demand and supply of board games toys as well as the WWE toys. It is because an increase in market boundary will mean that supply will need to be an increase. On the other hand, the manufacturing of the product should also be able to meet the demands of the customer at any particular time. In addition, the company should also not assume the availability of tough completion in the market from the companies producing the same products.

Greenhouse Business Challenge and Carbon Footprint in Australia Assignment

Greenhouse Business Challenge and Carbon Footprint in Australia - Assignment Example The processes, policies, and procedures to be taken up by companies in regards to carbon footprint operations would be based on standards and incentives. In the first case, standards need to be fixed by companies to measure and thereby manage the level of emissions and thereby to take resort to other non-conventional energy sources like wind and solar energy. Secondly, the focus to reduce the carbon emissions can be linked to financial incentives where it helps in reduction of operational cost (Bannon, DeBell and Krosnick, 2007, p.2). Coca-Cola since 2004 is observed to expend around $40 million in regards to the placement of sustainable refrigerators in its different stores. The refrigerators would work on alternatives for hydro-fluoro-carbons (Cogan, Good, Kantor and McAteer, 2008, p.39). The Best Practices involved in regards to management of Carbon Footprint by organizations are as follows. Firstly the management body of the concern needs to select a particular year calendar or financial in regards to gaining considerable data. Secondly, the management focuses to reduce the level of emissions from direct and indirect operations. Thirdly the management is to decide on the level of control based on direct ownership or through stakeholder approach to reducing the level of greenhouse gases (New Zealand Government, 2008). Wal-Mart focuses on designing a prototype of a store that would help in reducing emission levels of greenhouse gases by around 30 percent. It also targets in reducing emission level in the international stores by around 20 percent to the close of 2012 and in doubling the efficiency level of transportation by 2015 (Walmart, 2010). Tesco is closely working with its supply chain systems to help reduce the level of carbon emissions through a reduction in the number of transportation vehicles and also using bio-energy Tesco also rightly labels the carbon footprint in the different products (FBP 1094, p.3-7)

Social group Essay Example for Free

Social group Essay This book, Ain’t No Makin’ It, shows the lives of the youth who are living in a neighborhood of low income earners. It shows that people are not poor because they are not ready to work, but it is because of various societal structural barriers that get them entrapped in poverty. The book is about the lives of two distinct units of teenagers who live in the inner- city with one unit believing in the ideology of achievement while the other unit rejects it. It further shows how the society can play a destructive part in the lives of the marginalized in the society thus giving the well to do a chance to blame the less fortunate yet they are the victims with the excuse of achievement ideology. The working class kids are the blacks who call themselves the brothers and believe in achievement ideology. They have realized that racial discriminations which have already ceased to exist made the past generations not to excel in their endeavors. Now they view the society as one that has given them a level playing ground and they decide to achieve what they want by excelling in school and not engaging in bad habits. The second social group, which is made up of the whites who call themselves hallway hangers, on the contrary, reject the ideology of the achievement and believe that their aspirations are low in the labor market (MacLeod, 2008, p283). The hallway hangers have realized from friends and family that they can’t make it out of the poverty and due to this, they engage themselves in bad habits like smoking dope and dropping out of school among other unlawful deeds (ibid p29). Despite the fact that both groups have different aspiration levels, no single group prospers in its endeavors. The hallway hangers do not get any degree of upward-ness but the brothers, although they fail to get what they exactly aimed for, they do make to achieve a fraction of it. Thus the poor blacks turn out to be better of than their parents but the poor whites turn out poorer than their parents. Macleod has the belief that the working class kids have a tendency of ending up in working class professions; with this he also points out that the family’s class structures are passed to the coming generations through the school system. The working class kids are also seen using limited linguistic codes which form a disadvantage at school while the other group uses elaborated codes which have an advantage for they are the codes used in the school’s academic setting (ibid, p226). As it is evidenced, no single group prospers with the reason for this failure being that the whites believe that everything is on their way but the blacks believe that they have to struggle to make it in life. They both end up as losers due to the fact that they are disintegrated with different ideologies. Although the blacks excelled in school, what they achieved from the school were theories which could not help them excel in life. The fact that the blacks gained some upward mobility but not all they expected shows that one can not jump from the bottom to the top of the society in one lifetime for it has to take time; it also shows that at that rate, in three generations time the blacks will be at the middle class if at all they teach their children to follow in their footsteps. Despite the efforts the blacks made in school, they view themselves as losers and tend to view the America as a society which does not keep its promises thus ending up in hurting themselves more. The working class families should mentally change their fashion through being honest to themselves and thus be able to improve the education in their children; this can be through working very hard to show their children the importance of commitment and working hard in school for even if they do not excel, they will be able to overcome some barriers. Macleod’s work is seen to have played a very important role in both the Brother’s lives as well as that of the Hallway Hangers since it made it possible for them to see beyond their immediate despairs and conditions. Both groups experienced a persistent cycle of poverty with negative role models such that they could not help themselves; for those who had no fathers, they suffered great grief and anger. Although the brothers believed in achievement ideology while their counterparts did not, the outcome is that the dominant culture guarantees a better result for the hallway hangers as compared to the outcome of the brothers (ibid p66). Education cannot be treated as a part of luxury, but as a necessity in the country. There is a major advantage for the outcome of attending school. Nevertheless, it is until the United States comes to recognize the reality that America as a country symbolizes several ways of interpreting data on the basis of various linguistic codes in comparison with various cultural and social classes; through this they will know that the way education is arranged in the public schools is an enormous disadvantage to the groups in consideration, that is the brothers and the hallway hangers. There is no theory being constructed up to this moment to bring about societal equality in the manner education is arranged. For instance, in Haiti, the colonizers do not allow for educational equality but the parents have struggled to make their children be able to recognize some linguistic codes used in Parisian French so that they can fit in the professional market. For people to grow individually there is need of self- actualization; this is to mean that with the brothers getting positive role models who will give them just a bit of basic motivation, their lives will change a great deal (ibid, p283). The whites should stop their negativity in life and understand that hard work is the key to success; it is through this that they will not depend on the fact that they are white for their survival. The brothers should realize that patience pays and it is through patience that they will get to the top since they can not go to the top at once but has to go through steps which take time (ibid p 226). If the teenagers tried hard enough in their every day lives then they could have made it in life. There is one boy who almost made it but he fails because he can’t drop the behaviors of the poor such as having kids at a tender age. There are some behaviors which cannot be changed by education as is shown by the boy who makes it to a community college and has a chance of going further but has to drop out after he impregnates a girl in the neighborhood. The youngsters just lacked the drive to forget about their beginnings and thus work hard to better their lives so their failure to achieve their set targets had nothing to do with capitalism. The theoretical framework used by the author is that of the two major races in the United States which can never be at par in their achievements in the society. The blacks are expected to be below the whites and seen working very hard and achieving very little while the whites should just have achievements come their way with no struggling. The main topic of discussion is that of whether hard work pays as it is shown in the lives of the brothers who although achieve little, it is due to the efforts they put; the whites end up gaining nothing since they do not work hard at all and in deed leave school and engage in illegal activities. It is at this point that the country should change the academic curriculum to fit the groups in discussion. The topic of discussion is very important to the author for he wants to show that even the blacks can make it to the top of the society if at all they work towards it. It also shows that the blacks should not loose hope because they are not gaining to their expectations since they can not do it in a day. One only needs to set a target and work towards it and be satisfied even if he makes a single step towards it and believe that it is only a matter of time before he achieves the whole of it (ibid, p 204). Macleod hangs out with both groups to get the first hand data rather than relying on statistical data. He follows them and even after realizing their beliefs, that is achievement ideology, he later goes back to them to collect data on how far they have gone in realizing their dreams. He goes directly to his interest group which is the teenagers (the blacks and whites) and in fact he shows no interest in their background families but is only interested in their aspirations and beliefs. The author used the best method in his collection of data since he got the first hand information which is never distorted and biased; this is shown by the fact that he interviewed those people he was interested in and also use the method of data collection of observation. He also asked the questions for the information that he saw necessary such as their aspirations and the intended ways of achieving those aspirations. The results he yielded are valid because as he collects the data by asking questions, he can as well see for himself the realities for he is collecting the data by himself. He further goes back to them to see what they have achieved and finds that it is as he had expected. His going back shows that the results are true for it is at this point that he sees for himself the outcome of their beliefs without interviewing. Since his research is based on many people of two different races and ideologies, it is okay to apply it as if it is for the general population as long as the circumstances he based his research on are the same. The researcher has taken a good sample which is a good representation of the whole population since he has included in his research two races and two ideologies. There are no other better methods which could have been used to conduct this research since the most applicable are observation and interviewing and they are the ones used. The research yielded valid results since it gives a reality in America which nobody can deny; this shows that he had the best methods applicable in use to get valid results. The interpretation of the data by the author is the best he could have given since it is the reality that you have work hard to achieve your expectations and also the fact that it took time for him to make the conclusions. After he interviewed the teenagers, he had to come back to them years later to see how the youths were doing. He found out that the blacks had achieved something which is because they were optimistic but the whites had made zero progress because of their pessimism in life which led to most of them dropping out of school and start taking drugs. The book is a good read because it shows that the less fortunate in the society can change their status by working hard and stop blaming the society for their failure. The book clearly shows that one becomes what he aspires to be if he is focused and optimistic thus anybody’s son can be the president. Work cited MacLeod Jay, Aint No Makin it: Leveled Aspirations in a Low-income Neighborhood, NY, Perseus Books Group Publishers, 2008

Mcdonalds In The Global Environment Marketing Essay

Mcdonalds In The Global Environment Marketing Essay McDonalds is one of the oldest and powerful fast food chain in the world. Originally, McDonalds is something special for U.S. culture. Americans trust McDonalds brand, many were raised on this meal and it is food No.1 in the country. Its not just standard fast-food restaurant chain, its a cultural mirror. All changes in this company reflect the evolution of American eating habits. For instance, family gathering is no more tradition in the U.S.; and at the moment the dining room change into a car seat in the family SUV. What will be the next step? The life is becoming faster and complicated. Of course, its not McDonalds responsibility what and how Americans and other nations eat, but the burger company should consider them, because after all it feeds more than 27 million people every day, 1 million more every year. McDonalds is also the symbol of globalization because this company imposes to some extent American habits to the rest of the world. The burger giant has implemented several changes for last 10 years. New policy of McDonalds corporate headquarters was to go 24/7 in order to increase profits by extending restaurant working hours. Some U.S. franchisees doubted at first, but practice showed that revenue has boosted due to the night owls and early birds catering. Globally, business owners have a certain freedom about how to run a business and they of course have marketing support of global company. For example, during 20 years since 1955 McDonalds was a two-meal cafà ©, opening shortly before lunch and closing just after dinner. In 1975 company transformed breakfast into a fast-food meal, introducing Egg McMuffin nationally. Today McDonalds intention is to capture the rest of the day. About 90% of the 13,700 U.S. restaurants extended their working hours beyond the traditional 6 a.m. to 11 p.m. day, and about 40% of them run around a clock. The modern life dictates its rules breakfast is no more limited by its traditional time; McDonalds restaurants provide seven hours breakfast offer in many places and some are considering to make it all-day option. It is really major change in McDonalds strategy during last 10 years, because historically the growth means more outlets for this company. And that approach was successful for many years up to the saturation point. It was company global strategy. Studies showed that in spite of revenue increasing, new restaurants just stole clients from existing locations. Todays McDonalds global motto is better, not just bigger. The company tries to get more from existing outlets instead of building new ones. Changes are concerning many aspects, from marketing and product development to design and technology. McDonalds intends to adjust its performance according fastidious tastes of twenty-first century customers. Modern McCafà © doesnt smell burgers and fries; it uses sophisticated air filtration systems. And appearance of these cafà ©s is different: dark wood and glass, flat-screens, leather lounge chairs, etc. The burger company feeds enormous number of people in the world but sometimes it is out of modern health problems. The double cheeseburger and fries are the most popular products of the chain, but they are high in fat and sodium. Other fast-food companies like Wendys or KFC are going to quit using trans fats in their meal, but McDonalds contends that substitutes spoil the traditional taste of fries. Most McDonalds meals remain to be high in fat, sugar, salt or all three despite of introducing new options like fruit smoothies and salads. Another challenge which rose to the surface in 2006 is the Greenpeace accusation McDonalds of contributing to the destruction of the Amazon rainforest. Greens alleged that soy-based animal feed used by McDonalds in order to fatten chickens is taken from soybeans of the Amazon Basin of Brazil. Protestors dressed as giant chickens invaded to fast-food restaurants and in some places activists put the posters of Ronald McDonald carrying a chain saw. The burger company initiated investigation about Greenpeace claims immediately. And the result of further fact-finding expedition was that McDonalds confirmed his commitment to help prevent decimation of the Amazon rainforest. McDonalds has very strong competitors like Starbucks, Wendys, Burger King, Dunkin Donuts, etc., and competition will increase in the nearest future. Since breakfast business is the most profitable one for McDonalds, Starbucks and Wendys are going to introduce hot breakfast sandwiches. Nevertheless, McDonalds is the undoubted leader, having about half of the U.S. hamburger market. Analysts predict that McDonalds will win this battle. Breakfast habits are not easy to break. His success based also on that fact that Americans like to eat at home and standard U.S. order includes 2.5 lunches and about 2 dinners, so company tested different innovations from a darker and stronger coffee to Southern-style fried chicken and Newmans Own iced coffee. Company thoroughly analyses any new product. For instance, Snack Wrap (strip of fried chicken with cheese, lettuce and sauce tucked into a folded tortilla), which was introduced in August 2006, was considered in every detail. Its easy to hold Snack Wrap in one hand while gripping a wheel in the other. McDonalds has special food studio in Oak Brook with staff which includes chefs, market researchers and culinary innovators. Another potential innovation concerns McDonalds equipment. Company is going to work on a portable electric unit that helps to provide breakfast twenty-four hours a day. Standard kitchen permits only one built-in grill. Such innovations helps McDonalds to correspond to global changes in tastes. Recently McDonalds provided the interesting initiative, which involved establishing a page on an independent web site (www.whatdoyouwanttoknow) for questions from consumers. Web site is controlled by non-McDonalds website administrator just to guarantee that questions correspond with decency standards and agree with the point. But McDonalds provides quite formulaic answers, which do not satisfy consumers in full measure. McDonalds is active in Twitter and Facebook and the necessity of taking part in web technologies will rise in the future. One of the most discussing topics is a somewhat strange and creepy emblem of the company, Ronald McDonald. McDonalds officials declare that mission of this character is to spread happiness and educate children, while this figure is represented as slightly sinister personage. And actor who played Ronald left his job because of the ethical implications of marketing targeted to children. B) Evaluate the potential global changes that may take place within the next 5-10 years, and indicate how the company will need to change in order to stay competitive in the new business environment. Big size of McDonalds (32,478 restaurants worldwide) is the great advantage and marketing opportunity in the face of global changes. About 57% of these restaurants are outside North America, while Burger King has 40% overseas and Wendys is limited within U.S. McDonalds should continue use wide-ranging advertising campaigns, remembering success of Chicken McNuggets advertisements connected with the Olympic Winter Games. McDonalds still will be the sponsor of national and international sporting events, and declare that food intake should coordinate with physical expenditures. Anyway, the pressure of health organization throughout the world will grow because exercise alone doesnt save from heart disease menace. The current economic slowdown is the good news for the fast-food industry, McDonalds could account on new cash-poor consumers forced to refuse from more refined eating. For instance, on March 2010 McDonalds reported the February global sales increase at 11.2% level. This tendency will continue, and the main catalysts of growth will be McCafà © line of beverages and introducing of new smoothies. The global competitive struggle will increase in the nearest time, because fast-food chains begin to conquer customers with doubled efforts. Price war and new product introducing are the consequences of these efforts. Commodity prices are expected to rise, so the company should think about cutting costs. Competitors will grow internationally, but McDonalds has his first movers advantage. Though U.S. market will remain the key market for the company, McDonalds should continue its expansion in Russia, Eastern Europe and Asia. These regions were the main drivers of global development in 2008. The proliferation of alternatives will possibly lead to losing share on some markets. McDonalds suffered from negative publicity in a number of European countries so it also will have some influences. The company introduced healthier options on menus and provided several green initiatives, for example using unbleached cotton in napkins. McDonalds should establish environmentally friendly services i f it wants to be successful company now days. Company should take into consideration differences in culture and McDonalds brand perception. While Americans prefer to eat on the go (about 70% of U.S. sales get from drive-throughs), Europeans tend to sit in the restaurant for some time. Since in Europe eating in fast-food outlet is mostly about place and comfort, top managers should remodel existing restaurants and include in design modern and efficient elements. As for product development, company should continue experiments in their food studios in order to meet squeamish tastes worldwide. Russian-themed week in Russia and Mexican-themed week in Germany had great success. McDonalds should strengthen its positions in dominant economies of Asia Japan, China, and India. The burger giant is tailoring its restaurants design to local conditions, trying new menus. Considering that fact that China is the worlds fastest-growth car market, company should concentrate on drive-through restaurant concept. India is a very unusual with local preferences for non-meat dishes. Interestingly that some local product invention becomes very popular in other part of the world. For example, McArabia (a flatbread, chicken fillet, onion mayonnaise sandwich) that was introduced in the Middle East, has great success in Malaysia and South Africa. Sometimes minority tastes can influence overall preferences. McDonalds is armed with ethnic marketing concept, which means that the company takes cues from local tastes in order to market them then to all customers. The company will forced to analyze global changes in population. For instance, McDonalds must take into consideration the demographic shift in the U.S., which means that Hispanics, Asians, and African-Americans population are growing faster. Actually, we shouldnt forget that the consistency in product line is the feature that makes McDonalds successful company. People in every part of the world are expected the same type of double cheeseburger, vanilla shake and a large order of fries, when they visit outlet. But though this expectation, the company made and will make significant changes in its offer. Diversity at McDonalds connected with U.S. Vice President and Global Chief Diversity Officer Patricia Harris. She is the outstanding African-American person who provided sophisticated and sometimes unnoticeable changes, which greatly influence the global operation of the company. One of the serious innovations was the establishment of employee network groups (for example, for women, for African-American, for Hispanic workers and for Gay and Lesbian workers). Today when McDonalds operates globally as never before, such networks will get additional value. Probably, McDonalds will proceed with supporting these communities with in next years, because it reflects cultural diversity of the company. It is something that too hard to replicate in a short period of time. McDonalds established an award in Pat Harriss name. Her position as Global Chief Diversity Officer gives the advantage to study how diversity could be implemented in countries with another racial, cultural and religious background. The role of such researches will increase in the nearest time because running fast-food business in U.S. and globally is something different. The burger giant commonly associated with the younger workers, but its an impression that is going change nevertheless. For example, McDonalds UK employs more than 500 people over the age of 60, which are more skillful in service operation. The attitudes concerning the low wages of serving crews, McDonalds anti-union position and targeting children with advertising will grow. The company protested against conception Mcjob, which is the slang for low-paying and low-status job characterized high turnover and little training. The company needs to invest into changing global perception of work for the McDonalds. The McDonalds system provides employment and growth advantages to a great number of minority groups throughout the globe. About 40% of its operators are minorities and women. This approach will give international bonuses in some countries, for example in India. More people begin to understand that McDonalds regulars face such menaces as obesity, heart disease, hypertension, high cholesterol and diabetes. This is one of the real global challenges in the nearest time. The burger giant admitted this fact already, for instance during its French ad campaign, when it was recommended to visit outlet only once a week. Many franchisers will be forced to reconsider their attitude that its not their job to influence on people eating styles. Nevertheless, the accusations in childhood obesity epidemic will continue and company should suit new stream. In the U.S. Michelle Obama provides anti-obesity initiative. Over the past years U.S. administration has got several concessions from soft drink and fast food companies, for example a Pepsi pledge to reduce sodium, sugar and saturated fat in its famous products. The World Health Organization, for instance, declares that approximately 45% of North African and Middle Eastern women are overweight due to nutrition transition. Approaching threat for the company is that fact that federal health regulations become stricter, especially in the developed countries. McDonalds must find the innovative ways to not only increase revenue but to provide its obligations to the societies in which company operates. For instance, offer healthier meals for children. One of the successful strategies to be continued is donating large funds to various countries and environment. The current global threat is the strengthening of terrorist attacks. McDonalds becomes one of the attractive targets for demonstrating anti-American stance. There were lot explosions in restaurants throughout the world. The company should take into consideration that fact when assess risks in particular country. Now days customers become increasingly clever and informed, products more customized and options more rich, so companies are finding out that just satisfying consumer needs does not lead to loyalty and success. It wont differentiate company from the rest of marketplace. Customer service should exceed expectations and inspires customers to proceed to have relationship with the organization.