MacDonalds Market Analysis

Introduction McDonald’s is one of the largest food stores and it serves more than 58 million customers every day. The company was founded in 1940 by Richard and Maurice, McDonald brothers. The company expanded its operations by opening of new restaurants in different countries including Costa Rica, Canada, Japan, Panama, Germany, France, EI Salvador and Sweden. The first store was opened in 1974 in Woolwich, London.Advertising We will write a custom report sample on MacDonald’s Market Analysis specifically for you for only $16.05 $11/page Learn More By then, the company had established 31, 000 restaurants in 119 countries across the world. The company has provided employment to more than 1.5 million people. Previously, the company operated specifically on traditional foodstuff such as burgers, soda and fries; however, there has been an advancement to include healthier foodstuff such as wraps and hamburger in their menu (McDonald’s 20 10). The company has also ventured into a new environmental policy that states that â€Å"we believe that being the world’s best family restaurant involves protecting the environment at the local and global level. We strive to ensure that our operations today do not have a negative impact on the lives of future generations† (Brown 1999, p. 56). Other products that the company has introduced recently include eggs and free-range chickens, in addition to local sourcing of produce from different countries that the company has based its operations (McDonald’s 2010). Review and analysis of the strategic analysis Following many decades of operations, the company is invigorating its products and using several initiatives to push its innovation ahead. MacDonald’s Company, which operates more than 30000 restaurants, serves approximately 50 million customers each day. Its success has been attributable to its decades of expansion, profits and sales growth. For the fi rst time, the company recorded a losing quarter in 2002. Following demands to get back McDonald on track, fresh strategies had to be devised. By use of its own 5Ps, MacDonald’s is refining and developing fresh policies to offer a variety of products, build value, and come up with modernized and contemporary stores. This would result to delivery and balancing of value pricing with more valuable items and using innovative and bold promotions to market its products. Implementation of most of the company’s policies involves customer surveys and ranking of restaurants so as to achieve the company objectives.Advertising Looking for report on business economics? Let's see if we can help you! Get your first paper with 15% OFF Learn More New menu products are some of the unique strategies that are likely to ensure customer satisfaction. Additionally, restaurant operation time can has been increased, in addition to acceptance of debit cards and credit cards as mod es of payment. The company also collects important data from the suppliers and franchisees, which can help in product development. Smarter and cleaner restaurants are benchmarked from other renowned retailers. There has been a remarkable reduction in the trouble experienced during the beginning of the millennium. The company has registered growth especially in terms revenue, and the core business will remain the focus. A 7 years ownership rights in Chipotle Mexican Grill is an example of the commitment to expand its operations or focus on its McDonald brand whose key aim is to attract more customers. Another key market strategy which is very critical is leveraging of the menu improvement. Enhanced local coverage and ensuring the best experience of the customers is a central focus in Europe. Africa and Middle East markets have concentrated their efforts on building sales by extending the working hours. The top management is betting on the core brand and hopes that fruits will be born e. McDonald’s mission statement McDonald’s vision is to become a world leader in quick service restaurant services. Being a leader in this case means providing excellent quality, service, value, and cleanliness such that every customer in every restaurant is satisfied. In addition, McDonald’s has a brand mission, which states that they want to be their customers preferred place and eating manner. The company’s worldwide activities are aligned along the global strategy referred to as Plan-to-Win, focusing on five distinctive customer experience which includes products, people, place and promotion. The company is particularly committed to enhancing its customer experience, which is evident in the chairman’s message to the shareholders, when he states that: As always, running better restaurants is our number one priority. We will improve operations excellence around the world through new technology, better training, and service enhancements that will make it easier for our managers and crew to quickly and accurately serve the customer (Brown 1999, p. 23). Positioning strategy Product positioning enables the customer to identify with the unique nature of the products. The customer uses particular attributes to define the product relative to the competitors’ products. For example, a particular brand can be positioned as healthy, all-purpose. The customers should be provided with a lot of information regarding the product so they can identify with its unique characteristics.Advertising We will write a custom report sample on MacDonald’s Market Analysis specifically for you for only $16.05 $11/page Learn More Although the consumers can position the products in their minds without the help of the marketers, the marketers may not wish to leave the position of their products to chance. Instead, they find it important to plan the positions of their products in a manner that will yield the best possible outcome. MacDonald’s takes the position of an affordable place to eat without negating the quality of foodstuff, hygiene and service. The peaceful surroundings and calm back ground music signifies the comfort that the company stands for in slogans such as â€Å"you deserve a break today†¦.feed your inner child† (Brown 1999, p. 25). MacDonald’s has maintained a cordial relationship with its customers. It is this kind of pledge on quality food and service in a hygienic, clean and calming environment that enhances positive customer relationships (McDonald’s 2010). SWOT analysis Strengths McDonald’s has successfully been doing business since 1955, with a couple of its top corporate employees garnering vast experience in this field. The company is very popular among the media polls, and it is ranked very high The company is focused on community and social responsibility activities hence its popularity. Weaknesses The company’s m arket testing of pizza generated insignificant results, hence placing them at a disadvantaged position in the midst of the fast food pizza chains. Training of new employees consumes a lot of money for the company. Capitalization of organic food trends is yet to be achieved. Opportunities Hamburger which is believed to lead to good health is provided by the company hence a potential for attracting new customer who are health conscious. The surroundings of the eating place are industrial and Formica and it is probable to provide fashionable and classy environment such as the one in the New York City on Broadway. This attracts more customers who are fashionable and of high class. The company can offer discretionary allergen free foodstuffs. Threats There are yardstick for making grave from cradle kind of marketing. Children who are merely one year can be entertained in the restaurants for special meals, playgrounds, toys and movies tie-ins. Children enter into adult hood while feed ing on the company’s products. As such, the company is criticized by parent advocate groups for marketing its products on small children which is perceived as somewhat unethical. Any form of contamination of the foodstuff, particularly e-coli, can lead to a very bad publicity. The company is under threat from its competitors such as Taco Bell, Burger King, KFC, and Wendy’s together with other mid-range restaurants. How McDonald’s spend its time and money? The company spends its time and resource purchasing inputs, and providing outputs to its customers. This includes but not limited to the following activities: preparing foods stuff for the customers offering its services to its customers marketing its products and bloods name engaging in social corporate roles such as environment conservation paying salaries on its employees conducting research and development activities with the intention of innovating new products and improving the existing ones Have the a ctivities of the past year aligned with the company’s vision or mission? The activities of the past one year were determined to maintaining the progress and efforts of the company’s brand across the world. Although the environment of doing business was full of challenges, the chairman claimed that the company pushed its way ahead. There was particular focus on acquiring customer insights, strategy alignment, and buttressing of the pillars of business, from the company’s value and convenience and its value to its menu. All these activities were in tandem with the company’s mission and vision (Kotler, Jain Maesincee 2002). Formulate two (2) x short and two (2) x long term objectives for McDonalds to assist them to continue to do business in this ‘new environment’. Short-term objectivesAdvertising Looking for report on business economics? Let's see if we can help you! Get your first paper with 15% OFF Learn More McDonald’s aim’s at offering efficient and quick products which are suitable for customer’s health McDonald’s struggles to create awareness of nutritious menu products. For instance, McDonald’s aims at popularizing foodstuffs which contains fruit and vegetables, as well as daily options suitable for children. Their meals are prepared in a manner to avoid customer dissatisfaction. Long-term objectives The company will undertake innovations to come up with new technology, invest in better training and focus on improving service delivery, all with the aim serving customers satisfactorily and to improve the health status of the menu items. The company will center on the appropriate priorities to maintain relevance of its brand and meet the upcoming needs of the customers. Key Performance Indicators Short-term KPI: comparable guest count Long-term KPI: comparable sales The reasons why these objectives are legal and ethical These objectives are cente red on ensuring good health for the customers. Some entail improvement in the company’s operations so as to ensure that the menu items that are sold by MacDonald’s promote the health status of its customers, an act which is very ethical. Besides that, some objectives may be primarily for improving the brand of the company or products through advertisement. Ideally, such kind of advertisement does not fall under any category of advertisements which are evidently illegal, such as advertisement of harmful drugs. Furthermore, it can be argued that such an activity is ethical because it educates people on good feeding styles. For example, McDonald’s promotes their foods as nutritious, yet there is no clear evidence that it is unhealthy (Kotler, Jain Maesincee 2002). Resources and financial capability to achieve these objectives McDonald’s has successfully been doing business since 1955, with a couple of its top corporate employees garnering vast experience in this field and hence available to steer the company towards achievements of its objectives. The company’s cash flows are health as evident from the annual reports, and hence able to adequately finance its expenditure so as to achieve these objectives. In the past, the company has managed to achieve its objectives by application of ‘Plan to Win’ framework, which allows execution of activities that surrounds five components including people, place, products, and promotion. This plan has been coupled with its financial strength and discipline to enhance customer experience (McDonald’s 2010). Risk assessment To manage its risk which mainly results from health campaigns that target on its fast food, McDonald’s has introduced healthy hamburger which is widely acceptable in the current health-conscious society. The company can capitalize on this product to sell its self (through brand promotion) as one that promotes better and healthy eating habits. By do ing so, the company’s brand will become more popular among the target group. Basically, such a promotion is both legal and ethical because, as discussed earlier, it does not lead to the kind of promotions that can be categorized as either unethical or illegal. After all, the intention is to promote the health status of the society which is absolutely positive. Nonetheless, the health status of hamburger is not known to many people, or despite its healthy nature, it is not acceptable in some societies. In the event that the product is not acceptable in some societies, the company may want to undertake educative campaigns to promote it. References Brown, E 1999, Food Distributors, Forbes, New York. Kotler, P, Jain, D Maesincee, S 2002, Marketing moves: a new approach to profits, growth, and renewal, McGraw-Hill Education, New York. McDonald’s 2010, Annual reports (2010) Web. Web. This report on MacDonald’s Market Analysis was written and submitted by user Deac0nFr0st to help you with your own studies. You are free to use it for research and reference purposes in order to write your own paper; however, you must cite it accordingly. You can donate your paper here.

A Few Obvious Grad School Essay Mistakes To Avoid

A Few Obvious Grad School Essay Mistakes To Avoid A Few Obvious Grad School Essay Mistakes To Avoid Failing To Answer The Essay Question This is perhaps one of the most common mistakes that students will make when they are composing an essay. The point of an essay is to address and expound upon a certain proposition. The mistake that students will often make is to generalize the proposition and prattle on about the general thoughts that they have. This is a problem because essay questions are very specific and nuanced. Professors notice that sort of thing. They are trained and can deduce if the essay questions have been answered. So, when you are preparing to rough draft of your essay, ensure that you are being very specific and respond to the question that the essay is posing. Proofreading After you have spent all night writing an essay, you have finally finished and all you want to do is go to bed. It is time to shut your brain down and get ready for the next day. But despite the effort that you have put into the essay, you could still receive some negative feedback because there are a few glaring errors. Of course, these are errors that you would have noticed had you read through the essay. This is why the process of proofreading is so important. You will catch the mistakes that you made before you submit it. Further, if you have somebody else to proofread it for you, then they can give general feedback about the essay so that you can edit it. Do Not Procrastinate If you have a week before the essay is due, you might tell yourself that you will spend the last few days working on it. If you have two days, you will say that you will spend tomorrow working on it. If you have one day, you will tell yourself that you will stay up all night working on it. When night comes, you will wish that you did not procrastinate so that you could sleep. If you procrastinate composing your essay, it will be of much lower quality than it would have been if you had taken the time to think about it. Rushing through the essay will leave room for a lot of errors and could result in your missing the central premise of the essay question. Fluff If you are trying to reach the word count without worrying about the quality of the content, then you are likely to add fluff to your essay. This will manifest in different ways, including long and drawn out quotes from outside sources. Quotes generally should be paraphrases and should only be supplementary. Second, repetition is another maneuver that students will take in an effort to fill the word count. Anybody who is trained to grade essay papers will see through these tactics. If you want to write a high-quality paper, you will have to sit back and think about the topic at hand so as to provide legitimate insight. If you struggle with writing essays, perhaps you should consider contacting for actionable solutions to your writing problems. They will provide a hand when you are overwhelmed.

Interpreting Experiments Questions in ACT Science

Interpreting Experiments Questions in ACT Science SAT / ACT Prep Online Guides and Tips Like most ACT Science questions, Interpreting Experiments don’t require you to understand the hard science behind the experiments. Instead, these Interpreting Experiments questions will give one interpretation of part of the passage and ask you whether that interpretation is true or not, using the data from the experiment. These questions have a predictable pattern to the question and answers, which you can use to your advantage. In this article, I'll cover the general format of Interpreting Experiments Questions, solve several ACT Science practice questions, and provide ACT Science tips to answer these questions. Format of Interpreting Experiments Questions These types of questions are usually stated in a variety of ways such as: Is the statement "_______" consistent with Figure 1? A researcher hypothesized that ________. Do the results of study 2 support this hypothesis? However, answer choices will typically appear in the same format: Yes, because of statement A. Yes, because of statement B. No, because of statement A. No, because of statement B. Most students who miss these kinds of questions jump the gun by deciding quickly on Yes or No before really looking at the data. As I mentioned earlier, answering these questions requires interpreting the data presented in figures and text and deciding whether the data support or contradict the hypothesis. Note: not all questions have answer choices where statements A and B are opposites. In some more difficult Interpreting Science questions, the answer choices may read: Yes, because of statement A. Yes, because of statement B. No, because of statement C. No, because of statement D. This is slightly more difficult since you can't rule out answers as easily, but you can solve it with the same strategy- consider whether each statement is true or false. Then, consider whether the true statements support the hypothesis in the question or not. We will attack these higher level interpreting experiments question next: ACT Science Practice Questions Interpreting Experiments Question #1 Notice how the 4 answer choices each have three parts (they do not fit the standard format). The first part is a Yes or No, answering as to whether the experiments support the hypothesis. The second part is statement A ("as capacitance increased, the time required increased") or B ("as capacitance increased, the time required decreased"). The final part is whether statement A or B was proven by experiment 1 or 2. The 4 answer choices are created by pairing a Yes or No with either statement A or B plus Experiment 1 or 2. The ACT is counting on you to get confused in your thinking. You might get excited and pick, Yes, but get the second half of the answer wrong. We'll avoid this mistake by breaking down the question into three parts. First, we're going to figure out whether statement A or B is true. Notice how in this case statement A and B are opposites. A states that time increased, but B states that time decreased. A and B can't both be true at the same time! So our first step is to use the data to figure out whether option A or B is true. Let's check out the corresponding figures: Table 1 corresponds to Experiment 1 and Table 2 corresponds to Experiment 2: Well, according to Table 2, as capacitance increases, time required to reach a certain voltage across the capacitor increases, so we can eliminate answer choices C and D. By eliminating C and D, we have also eliminated the normal next step in this problem, which is deciding yes or no. We are only left with yes, so the answer must be yes. Which makes sense since the hypothesis sets up a new experiment the same way and finds as capacitance increase time increases, so, yes, it is supported by the experiments since it had the exact same finding. Now, the only difference between the two remaining answer choices A and B is whether the statement came from experiment 1 or 2. Since the data came from Table 2 and Table 2 represented the data from Experiment 2, B is the answer. By taking this approach, we avoid the most common careless mistake of jumping to pick yes or no without making sure the explanation matches. Interpreting Experiments Question #2 Now, that we’ve tried a more formulaic interpreting experiments question, let’s try one where the answer choice all have different explanations: Note: This matches that second type of question we discussed above: Yes, because of statement A. Yes, because of statement B. No, because of statement C. No, because of statement D. The first part of the question is a Yes or No answering whether the data support her claim. Second, is whether statement F, G, H, or J support or do not support her claim. Now, we're going to figure out whether statement F, G, H, or J is true. So, our first step is to use the data in Figure 3 and 4 to figure out whether option F, G, H, or J is true. Let's check out the corresponding figures: To solve this problem, let’s look at each statement F, G, H, and J individually. F- the acceleration factor is dependent on enzyme concentration, but not on substrate concentration. Looking at figure 4 and at the line for Enzyme B (since the hypothesis claim refers to Enzyme B), we see that as enzyme concentration increases so does acceleration factor, until it sort of even outs or increases more slowly. Figure 3 looks similar; looking at the line for Enzyme B (since the hypothesis claim refers to Enzyme B), we see that as substrate concentration increases so does acceleration factor until it sort of even outs or increases more slowly. So the acceleration factor for Enzyme B is dependent on both enzyme and substrate concentration. We know F is definitely not the answer. G- the acceleration factor is not dependent on either enzyme or substrate concentration. We know this is false from our last finding. H- the acceleration factor is dependent on enzyme concentration, but not on substrate concentration. Also, false according to our initial finding. J- the acceleration factor is dependent on both enzyme and substrate concentration. This matches our finding, so it is the answer! Let’s review the steps to make sure you have this process down: Summary of ACT Science Tips for Interpreting Experiments Questions To solve Interpreting Experiments questions, we need to: Break down the answer choices into Yes/No + Statement A/B(C/D). Decide whether Statement A or B (or C or D) is true. If possible, rule out 2 answer choices. For the statement that is true, decide whether the hypothesis in the question is true or false. Pick the only remaining answer! What’s Next? I hope you feel ready to interpret any experiment! Check out the other types of questions on the ACT Science section such as factual questions, interpreting trends questions, and experimental design and hypothetical change questions. Looking for overall ACT Science review? Read our complete guide to the section. Taking the ACT really soon? Check out our guide to cramming. Like this article? Want to improve your ACT score by 4 points? Check out our best-in-class online ACT prep program. We guarantee your money back if you don't improve your ACT score by 4 points or more. Our program is entirely online, and it customizes what you study to your strengths and weaknesses. If you liked this Science lesson, you'll love our program. Along with more detailed lessons, you'll get thousands of practice problems organized by individual skills so you learn most effectively. We'll also give you a step-by-step program to follow so you'll never be confused about what to study next. Check out our 5-day free trial:

On the writers choose Research Paper Example | Topics and Well Written Essays - 1250 words

On the writers choose - Research Paper Example It would be important to consider some of the specific examples from the text as an illustration of the power of the media to shape public agenda and spread information that is essentially compromised and subject to the interests of some forces. In this novel, the tributes are brought in the media with the intention of creating some false kinds of impression regarding their lives and talents. The audience is treated to some superficial images and characters that have been blown out of normal proportion and beyond objective truth for achieving some patterns of thought from the audience. Katniss and Peeta are made to give some highlights about their unique abilities and shed light on certain issues that relate to their personal lives (Collins 21). In this manner, the media actively promotes the ideals of sensationalism and deliberate falsification of information for the sake of entertaining the audience. The unethical control and management of people’s minds is one of the strategies that the media uses to achieve its objectives. Rather than capturing the natural sequence of things, the media engages in calculated moves that are pointed towards a predetermined direction. In essence, it might be important to consider the fact that some of the issues that attend to the role of the media in controlling the society relate to its ability to privilege certain issues above others. The media sets the agenda for the society by assigning some issues a higher level of significance as compared to others. The author captures the media as particularly subjective. She also brings out the media as serving the interests of the powerful and dominant forces in the society. As such, the fate of Katniss and Peeta is reduced to the whims of the powerful individuals who seek to control the manner in which the two tributes will end up in the war. The

Thesis Statement Studies have shown that exercise decrease Research Paper

Thesis Statement Studies have shown that exercise decrease hypertension and organ damage in elderly, more so than Medications - Research Paper Example In this sense, the historical and current bases of this debate are mentioned, albeit lightly. III. Medication versus exercise This section specifically highlights the points and issues brought forward by both sides of the debate. That is, the arguments brought forward by those believing that exercise is a more effective preventive and treatment technique for hypertension compared to medications. However, the importance of seeking medical advice prior to engaging in any form or period of exercise is emphasized. IV. Exercise and Its Effects on the Heart This section narrows down on the exact benefits and effects of exercise, which makes it better and more effective than medication in preventing and treating hypertension and reducing organ damage in elderly people. V. Recommendations This section is about the various techniques and approaches by which health care professionals and individual elderly persons may engage in sports and other exercise to prevent, treat, and manage hypertensi on and organ damage. VI. Conclusion This section is a summary of the entire paper, especially on the reasons exercise is more effective than medication in preventing and treating organ damage and hypertension. VII. References This is the list of some of the references used in gathering the information contained in the paper. Abstract It is common knowledge that a healthy lifestyle is quite an important part of the treatment and prevention of hypertension, thus indispensable in this regard. According to the American Heart Association and the American College of Sports Medicine, moderate-intensity resistance exercise or training should be used to complement aerobic exercise programs in any efforts to prevent, treat, and control hypertension. According to numerous past and current studies on short-term post-exercise blood pressure reduction in elderly hypertensive patients, the rationale for such exercises is the control of blood pressure. The issue of blood pressure control is more pr ofound in the aged and people already diagnosed with hypertension, especially with regards to the lowering of resting blood pressure. Although exercise activities elicit post-exercise blood pressure drop, the mechanisms causing these responses are not entirely understood. In most of these studies that target elderly hypertensive patients aged about 65, cardiac output and blood pressure are the variables commonly measured, both at rest and after short periods of low-intensity exercises such as bicycle rides. The results of most of these studies indicate that in hypertensive patients, exercises provoke a considerable drop in blood pressure and cardiac output. The therapeutic and preventive uses of exercise have made it to be compared with medication with respect to the treatment and prevention of hypertension. In fact, many a stakeholder feels that exercise is more effective than medication in the treatment of hypertension. However, there are those with opposing opinion who believe me dication still has an upper hand in treating and preventing hypertension. Introduction Quite a number of health literatures cover the techniques by which one may reduce or manage high blood pressure and other heart-related conditions. However, fewer health literatures recommend techniques for controlling and preventing heart conditions without involving medications. Most literatures emphasize the effectiveness of

CRITICALLY EVALUATE THE CONTRIBUTION OF HERITAGE TO THE UK TOURISM

CRITICALLY EVALUATE THE CONTRIBUTION OF HERITAGE TO THE UK TOURISM In the growth of an economy there are those activities that contribute a lot to the growth; they act as the backbone of the economy. According to Boyd Timothy (2003) The UK has diversified such activities and tourism has contributed to huge earnings in the country that has gone ahead of other economic earning activities. Investing in heritage tourism has proved to pay dividends to the UK economy and has not disappointing since its inception. This paper critically evaluates the contribution of heritage to the UK tourism industry outlining the benefits that has come with it. Billions of pounds have been earned as income to the UK economy contributing a lot to the gross domestic products. It tackles the historical context of heritage, the value and role of heritage to tourism, the supply and demand of heritage and gives facts and figures on the issues. As explained by Davies Prentice (1995) numerous visitors have flocked to visitors the heritage sites such as museums to experience a taste of what UK has to offer. Heritage on the other hand consists of various types of tourism; these include events and festivals focused on heritage and traditions; physical attractions for instance museums and heritage centers; destinations that are associated with renowned people; holiday based packages e.g. tours to ancient sites; routes and journeys aligned to heritage place; themes in heritage; historic events; and traditional functions. The benefits that come along with tourism firstly include direct benefits such as businesses issuance of tourism products and services. According to the Deloitte Report (2008) there current contribution to the economy for direct benefits amount to  £52 billion which constitute 3.7% of the GDP. This figure has incorporated value addition to the tourism related products. There were also 1.36 million jobs in 2007 supported directly by tourism. These figures have risen to  £ 85 billion and  £86 billion in 2005 to 2007 (Deloitte Report, 2008). Secondly, is the contribution there is indirect benefits that include support given to tourism businesses. Thirdly there are spill over benefits that include retail, manufacturing and health and life services (Deloitte Report, 2008). In focus to the heritage tourism every tourist has his or her taste; this calls for various activities to tap every tourist to enjoy. The destinations, museums, tour operators have customized the heritage tourism to different levels which makes it possible for every tourist to be attracted in one way or the other. As stated in Light (1996) in Heritage Tourism and Historic Towns the development of tourist holidays where they are related to an aspect of tourism e.g. art history or historic railway development and touring heritage sites where tourists are guided to. Heritage tourism has been segmented in to three where the first are individuals who travel independently; groups who travel on shared heritage interests; and groups who travel together without a common interest in heritage (Department for Culture, Media and Sport, 2009). Developing ways to get attractions for these segments has played a significant role in the development of tourism since there are customized products developed to target each segment. Heritage has brought about various benefits and is very important to the economy of UK. Heritage tourism is a major attraction for tourists from other countries which provide jobs and earnings to locals (Nuryanti, 1996). It is also a major source of foreign currency. In addition it provides revenue that is used for various beneficial purposes such as conservation. It also enhances the image of the country making it a major tourist attraction for levelers. Heritage tourism is concentrated in London, historical sites such as the York, Lincoln, and Edinburgh; the Stratford-upon-Avon Shakespeare and Wordsworth Grasmere and other famous people; and famous sites e.g. Stonehenge (Davies, Prentice, 1995). The Heritage Lottery Fund (HLF) has been involved in the development and investment of tourism in the UK. According to the HLF report released in 2010 heritage tourism had contributed to a massive  £20.6 billion in Gross Domestic Product (GDP) (The Heritage Lottery Fund report, 2009). This was higher than any other product or services industry such as advertising, filming, and car manufacturing in the UK. This highlights the need for increased investment so that there can be huge and better returns. It has also contributed to 195,000 full time equivalent jobs that has originated from historic buildings, the country side, parks, and museums (The Heritage Lottery Fund report, 2009). This means that the potential of heritage can be exploited to ensure the country grows and develops immensely from the earnings. Figure 1: heritage based visitor economy (Source: The Heritage Lottery Fund report, 2009) To critically analyze the earnings and activities in the industry there were more that 10 million trips made by tourists from foreign countries to the UK annually where 4 out of every 10 citing heritage as the key motivation behind the visits; this was more than any other single factor contributing to the trips. In addition, heritage tourism is worth  £12.4billion annually which is spent by the attracted visitors in heritage sites (The Heritage Lottery Fund report, 2009). This includes money spent in entrance fees to the heritage sites; and other purchases that are done connected to heritage products and motivation e.g. buying at curio shops, or restaurants and accommodation expenses for the tourists. Domestic tourism also known as staycation is also another source of income and part of the  £12.4billion earned (The Deloitte Report, 2008). An estimated 60% is obtained from domestic tourism where residents have supported their country grow though daily visits to such sites (The Deloitte Report, 2008). A whooping  £7.3billion has been spent in expenditure in the heritage industry where most of the money has gone to building, renovations and maintenances of heritage attractions, parks and museums. The GDP of the country has continued to benefit a lot from this investment where an estimated at  £7.4 billion annually has been earned as salaries and wages, profits ¸ and income by the tourism business community including hotels, curio shops, restaurants, and also the heritage sites included (The Deloitte Report, 2008). The addition of economic multipliers to the earnings such as proceeds earned by suppliers to the tourism dealings the annual total GDP contributed by heritage tour ism hits highs of  £20.6 billion annually. Figure 2: showing the sector contribution to the UK GDP (Source: The Heritage Lottery Fund report, 2009) It is with no doubt that these earning can be increased to higher figures in future through taping in to the high potential in heritage tourism. This means that the government in collaboration with the tourism departments must come up with more attractive policies that will ensure funding to tourism so that it has the framework that will support it have the best earnings (Nuryanti, 1996). In view of the fact that tourism is a fast growing industry and it can contribute maximally to those who invest in it; the unique part of heritage tourism should be advanced in the UK so that it becomes the leading figure in it. With such measures the countrys tourism sector will remain vibrant and sustainable presently and in future (The British Tourism Review, 2009). Heritage tourism is the 5th largest industry in the UK; this is contributed by the fact that the UK has a rich and vibrant heritage and very important not only to the numerous visitors who flock the country but also for the local, regional and national economies (Nuryanti, 1996). It has been revealed that a huge percentage of the visitors to the UK do so on the grounds of heritage, pageantry, history and culture. In tapping more to the potential of tourism through effective tourism weeks, marketing of the tourist sites and attractive holiday destinations the country stands to reap maximum benefits (The British Tourism Review, 2009). The HLF should enhance adaptability, welcome, place making, choice of goods and services, skills, quality, access, and information provision so as to ensure a successful industry (Nuryanti, 1996). The HLF should be driven by the fact that tourists spend on the basis of relative cost/bilateral exchange rates, destination attractiveness, overall Gross Domestic Product (GDP), consumer expenditure, and investment. There should also be effective management of factors such as security/safety, alternatives (availability/relative cost), taxation, globalization, incomes and inflation so that the visitors can have confidence in the trips to the country (VisitBritain, 2009). sSecurity is a major concern especially with the development of terrorism and many terror threats coming from terror groups that act as militia. Security may come as a threat in view of the London bombings and suicide bombings occurring globally targeted at developed countries. There must be more segmentation of tourist products to enable all people of different income levels are able to visit the sites; while taxation needs to be checked to ensure the participants in the heritage tourism industry are not affected negatively in their business. The HLF cannot do this alone but needs the help of all the stakeholders who must contribute to ensure an efficient tourism industry majoring on heritage as an asset. According to the Heritage Lottery Fund report, (2009) the HLF has the mandate to make this dream a reality because it remains very vicious and is achievable through proper mechanism. The most recent has been the investment of  £4.4 billion since 1994. The funding involved eight of the most attraction in England, twenty one of UKs world heritage sites and 14 national parks (The Heritage Lottery Fund report, 2009). Over the years there have been extensive studies on the progress of the investment where visitor surveys and economic impact studies. In the studies it has been found out that typical increase in the number of visitors by more than 50%; 88% of visitors rate the value for money of HLFs investment as either good or excellent; an estimated 32,000 jobs have been sustained in the tourism sector as a direct result of HLF funding; and every  £1million of HLF funding leads to an increase in tourism revenues for regional economies of  £4.2million over 10 years (The Heritage Lottery Fund report, 2009). The HLF focuses on enhancing heritage tourism through exploiting the potential in the strengths of the country which include natural/historical/cultural assets; the English language; accommodation; food and drink; and international connections (history and transport) (Boyd, Timothy, 2003). With these advantages on their side they are able to build a strong empire that contributes to vibrant growth in the economy and development of other vital sectors. There are weaknesses that make this exploitation a challenge which according to the The British Tourism Review, 2009 in the article Achieving The Full Potential Of The Visitor Economy include transport infrastructure; expense of visit not value for money (e.g. visitors pay the second highest amount of tax in the world); logistics (e.g. Visas) are expensive and complicated to attain compared with other countries; welcome and skills of people in the industry; and short summer seasons. In the Heritage Lottery Fund report (2009) it is estimated that 53% of people who make trips annually do so to experience what historic towns and cities have to offer; 42% make visits to the museums and galleries, translating to 40 million people annually visiting museums and galleries. 10 million trips are made to the historic parks, 1.2 billion visit the country side, 38 million visit historic buildings cathedrals and castles and an estimated 250 million visit the Britains inland natural features such as canals and waterways. Putting into consideration the high potential in the tourism sector can grow explicitly if developed; as cited by the HLF report Investing in success the tourism economy is estimated to grow by 2.6% annually between the years 2009 and 2018; this is a much higher estimate that the 0.8% estimated growth in retailing, manufacturing and construction sectors (The Heritage Lottery Fund report, 2009). In conclusion the potential in the heritage industry is immense and with the numerous gains there is need to ensure they are safeguarded from any destruction. More efforts are needed to make sure the full potential is achieved so that the economy can grow sustainable. Sustainable management should be key issues in the maintenance so that visitors can be encouraged to visit not just one time but numerously so as to increase income. The HLF has the challenge to make better policies that will ensure all the potential is exploited and also sustainable use of the resources. The UK government through HLF should make sure should develop policies that maximize on both volume and value; enhance adaptability, and support long term sustainable economic growth. A more efficient and effective heritage tourism industry should not only be the goal of the HLF and the government but also all stakeholders that benefit either directly or indirectly. There should also be very tactical measures that ensu re improved domestic heritage tourism which will not only make earnings but also teach the locals about their traditions and heritage.

My Most Memorable Person

My mother Is without a doubt the most memorable person in my whole life. Her name is Cathedral Lahore. When I describe my mother, there Is nothing critical about it; It Is all admiration. She works as a Government employee In our town for almost 20 years. She always deals people every day with different personalities. Seeing her at work Is very awe-inspiring, especially her ability to connect and communicate with other people.I adore her very much. She made many sacrifices to raise me. She dedicated all her time and effort to bring me up. She always lends her shoulder for me to cry on during my bad times. She was a person that brightens up a room with her smile and helps everyone who Is In need. When she smiles, It Is as If she Is using all her might Just to see If It could get bigger. Her eyes are as black as the starry night full of sparkling stars. Her skin, the color white, flawlessly smooth before the rippling winds.She is a wonderful person whom I admire and love unconditionall y forever. Her words of advices, her tender loving care, her unfading support, her encouraging thoughts everyday makes her my most memorable. I remember one thing she told me last Christmas, â€Å"nag, study wisely, don't hesitate to tell me everything you need, I will always be here guiding you with your Daddy, supporting you and will always love you all the way, I love you†. That's the most heart melting feeling ever that I have experienced.Having a mother like her is the most precious thing that was given to me by our Almighty Father, she's everything to me. For me, having her in my life makes me so special than others. I am so special that she's always by my side, always supporting me, guiding me and most of all loving me unconditionally no matter who am I or even how worst my attitude is. She's always there to accept me. That makes her a gem, rare and hard to find. I love her so much that's all what matters.