Discuss the image of the post-war family in realtion to parethood, Essay

Discuss the image of the post-war family in realtion to parethood, suffering and Vergangenheitsbewaltigung in timm's Am Beispiel meines Bruders and Treichel's Der Verlorene - Essay Example The presentation of post-war society within the family domain in the two novels will be closely analysed in this essay, with regard to the family image, in order to ascertain what life was like and why family traits and painful emotions were present, as Weigel suggests above. Firstly, guilt and shame will be presented as a means of suffering within the family. Secondly, the effects of these emotions will provide a continuation into issues of parenthood and how ghosts from the past affect upbringing. Finally, Vergangenheitsbewà ¤ltigung will be examined in relation to language and generational gaps in order to determine how the past is dealt with in each novel in order to decipher how each author depicts the family image during this period and the traumatic effects this has had on offspring born after the war. Traumatic experience can be defined within the family setting through suffering. However, it is necessary to examine what it is to suffer and the consequences of it. This can be categorised by guilt, something that, according to Clarke, is â€Å"The feeling of having broken an internalised code of conduct or morality. To experience guilt is to feel pricked by conscience at this transgression, even if the individual is not called to accounts by others.†2 If suffering is symptomatic of guilt within the post-war image of the family, then let us now consider the meaning of shame. Undoubtedly, guilt is concerned with the inner-feelings of the individual while shame is how the individual believes himself to be considered by others. Lynd describes this notion as follows, This definition can be clarified further by alluding to Sartre, who points out that those who are guilty feel the force of a judgemental gaze by others, thus evoking emotions of shame with regard to their actions.4Therefore, the two emotions merge and emphasis is used accordingly, within the two novels, in order to nuance the

Harold Lasswell Essay Example for Free

Harold Lasswell Essay Harold Lasswell, political scientist, defines politics as a power struggle about who gets what, when, and how. David Easton defines politics as an allocation of resources. David Easton defines politics as the authoritative allocation of values or scarce resources. These resources are divided in three general types. Describe these types. The three resources are: 1. Political resources: This resource refers to the country’s power, prestige, and status, backed by their military power.  They are called scarce resources because they are looked at in the hierarchical arrangement in the world order. 2. Economic resources: This resource includes the state’s financial resources (wealth, annual national income, supply of capital, and investment opportunities), industrial and agricultural production, and natural resources (oil, coal, water, and mineral resources). These are also scarce resources as well such as Oil and Water. We must consider we can do without Oil but not Water.  It is possible we might see water wars likely in the 21st century. 3. Social and cultural resources: This resource is related, not directly, to the global struggle for power (The struggle to compete for and reach dominance in an organization, a state, a region of the world, or the whole world). Unlike the other two resources, these resources are scarce and unequally distributed around the globe. As if you were a policy decision maker, recommend to your President which of these resources the government should focus on acquiring. As a policy decision maker, I would recommend to my President to utilize all three resources. I really believe I would tell the President to be more accountable with all the resources. I would recommend to our President to choose the Economic resource first. I chose this first because of our country is facing at this moment are tremendous hardships. Because we did not get ourselves in this situation, we are facing what the previous President’s decision and we are cleaning up now. Discuss how you can achieve the maximum allocation for the resources you choose. I really believe that I would have done by taxing all like the President has. I would also give back like he has done by giving back 5% of his income. All the congress would have to give back 5% of their income. I would cut back on the costs of entertaining that goes on within the White House. The traveling costs and the entertaining would have to balance each other out. The second that I would choose Education and jobs as well as healthcare is my next goal. I would make sure the Veterans and the Seniors as well as the people who are disable.

Comparative Analysis of Nike and Adidas

Comparative Analysis of Nike and Adidas Adidas is the second largest company who manufactures sporting goods all over the world. It was established in 1920.The Original founders of Adidas were two brothers Rudolph and Adi Dassler .The companys first manufacture were slippers and after that they decided to make sport shoes which went so successful that it led them to open their own shoe making factory in 1926. Then it didnt look back and today it is one of the most successful company in sporting goods. Nike was initially started in 1962 as a blue ribbon sports. The founders of Nike were Bill Bower man and Phil Knight. Nike from its modest start grown as a sporting leader in sporting goods. It is also now recognised as world s leading manufacturer, designer, marketer and distributor. Market and Literature Review of Adidas and Nike Market Share and Sales In 2009, the Market shares of Adidas was 22% of the worldwide athletic footwear while on the other end the market shares of Nike was about 33 % . In 2009 the sales percentage of Adidas reported decline in profits. In last quarter of the 2009 its sales percentage was declined by 5 % which was because of their increase in marketing costs. While in 2010 the financial report shows that there is 15 % increase in their sale because of 2010 FIFA World Cup. On the other end the sales of Nike in the fourth quarter of 2009 was decreased down by 7 %. While the first quarter of 2010 shows 53 % increase in net income. Target Audience In case of target audience both Adidas and Nike have different target audience globally. The main target audience of Adidas are between 12-34 years consumers specially involved in sports. There are various sports which are targeted by Adidas that includes gym regulars, NBA players, Football etc and also the youth who believes in living a sporty life style. While Nike on the other end has very specific target audience .It focuses mainly on males and females, who are between 18 35 years old. As Adidas, Nike also focuses on football players under its target audience. Product: Adidas The products of Adidas are divided in to 3 Categories Adidas Performance Sports shoes, perfumes, eye wear Adidas Original Superstar Sneakers, Vintage Clothing, Adicolor Trainers Adidas Style Caps , Bags , Belts , Hand Gloves Etc Nike Nike Products Sports Shoes , Sunglasses, Trainers,BodyCare,Sneakers, Hoodies , Clothes ,Caps , Bags , Perfumes etc Price : Adidas There are various Pricing strategies which are followed by Adidas according to its product. But generally it uses Market skimming strategy, that is the price of the product depends upon its colour, look etc for example: white colour shoes of Adidas is more expensive than other colour shoes. Nike As compared to Adidas , the price of products of Nike are high. It adopts different and Competetive pricing startegy than Adidas, it is based on the basis of premium segment as target customers . Nike as brand has high premium , so the price of its products is high than adidas. Place/ Distribution Adidas The most basic distribution strategy adopted by Adidas is to concentrate resources at the place where most profitable customer segment is available. So for this purpose it opened its shops all around the world. It also focuses on offering total customer service at the place where customer goes to buy its products. In addition to shop, Adidas also gives online buying service. Nike Nike on the other end had a strategy of exploring the current and developing new market, so its shops are in nearly 200 Countries. Like Adidas, it sells the products to independent distributors, licenses and subsidiaries. Same as Adidas, it also sells its products online. Positioning Adidas Adidas has its own unique brand positioning in the mind of customers. For instance one of the images of Adidas is those who want to wear light shoe should go for Adidas, rather than going for other brands. Other positioning of Adidas in customers mind is basketball shoes , this is because generally basketball players wears it because of its unique design and light weight. NIKE Nike on the other end has image of an innovative company who focuses making new innovations and designing new style shoes. As Nike s one of the main target audience are football players its key positioning in customers mind is to provide competitive edge; help athlete to perform well. Recently in order to improve its brand positioning , it made a deal with NFL by paying 1 billion dollar (approximately) , Nike will produce all the on-field apparels , it will also produce game uniforms and other side line personal apparel and fan gear. Research Method Used and Its Limitation In order to carry out research there were two main methods used Primary and Secondary Research methods. To assemble primary data a questionnaire was designed which compares both athletic brand Adidas and Nike. Sample Size. 30 While to gather secondary data internet, magazines, annual reports of the company, articles were used. Manual Method is used to get output information after analysing data. Time Schedule Total estimated time used to complete this report will be 9 week. Limitations of Primary Data Collection Method 1. The first disadvantage of carrying primary research was difference in response. Each individual has its own view. So it was difficult to generalise the information. 2. It was time consuming, costly as it takes lots of time to find a respondent who can fill questionnaire. Limitations of Secondary Data Collection Method 1. It was difficult to find data from company s website as sometimes they might not say their weakness. 2. The person who wrote secondary data might be biased. 3. The sample used by a secondary person might be small. Analysis and Discussion Key findings of Marketing Strategies Adopted By Nike and Adidas after analysing Secondary data ; Adidas There are various promotional strategies adopted by Adidas which includes television, internet, billboards and magazines. Television Advertisement Analysis of TV ad Adidas uses different media vehicles which can pop up its advertisement on television; it uses various sports channels like Star Sports, ESPN. The recent Adidas original Ad has celebrities like David beck ham, Agnes den, they used Informative Advertising because the objective of the ad was to create awareness about the launch of its new star wars collection which includes cool, funky clothes and shoes for youth, so in order to attract them they used Musical Appeal to stir up the feeling of buying. It used Peripheral Cues because it might have thought people would not be able to process information that their new collection is very cool and stylish, and so they used fashionable celebrities like Beckham and Agnes to influence target audience attitude positively. According to me the message of ad was if one wants look modish and funky as David Beckham and Agnes then should go for this new collection of Adidas. Adidas uses internet in many ways to reach its target audience, it created its own website (adida.com) exclusive digital content where one can get all information about the company including company back ground, products, sales, new launches etc. Other than this recently adidas used windows messenger game platform in order to promote its Predator and f50 boots to the age group of 15-24 years old males. Which was most effective advertisement strategy as it helped the compnay to increase 14 % brand ratings by gamers.Additionally popup ads can also be found on yahoo , espn home pages etc . According to me , the objective of using internet marketing was to attract the younsters who spends more time online than watching TV. Outdoor advertisement The organisation uses various groundbreaking outdoor advertisement such as billboard soccers, expansive wall scrappers , topiary styled billboards etc. Recently in japan adidas came with unique outdoor adverisement concept where two footballers were hung wearing hearness and have to play football for 10 mintues. The objective was to grab the attention of the people towards the billboard and adidas was successful in doing that as shown in figure , traffice around that froze for about 70 mintues. Other extremely effective concept of outdoor advertisement was made in germany in 2006 during fifa world cup , a huge arc like structure with Oliver Khan s image was putted across the road , the objective of this concept was to grab attention of the vehicles passing by road and it was successful in doing this . Sponsership And Events In addition to these it sponserd soccerex football festival for 2010 football and has confirmed four year sponsership deal with it . The objective of the deal must be to promote its products in foot ball after successfully promoting it in NBA games .Aditionally adidas have agreed to make eight year sponsership with major league soccer the objective of adidas is in to promote its products as well as to increase growth of the league and insvesment for youth development . Adidas also uses various sales promotion startegies in order to increase its sales, one of the recent sales promotion strategies is adidas coupons and coupons code in which adidas distributes coupons through dealtaker.com in which if a customers code matches with the adidas code , discount up to 30% or more than that will be given by company on various types shoes. In addition to these it also cuts down the prices of product during special festivals and events in order to increase its sales or to finish the old stock . Other than this , adidas also uses various maganizes and newspapers in order to promote its products . Nike Nike uses different promotional strategies. It promotes its products by adopting endorsement focus scheme, creating a prevailing media existence, establishing flagship stores and use of magazines, billboards, mobile etc TV Advertisement For TV ads Nike uses various sports channels to promote its products by various celebrities like Ronald no, Renaldo, and Roberto Carlos. It mainly shows its ad during football games. Recent ad was a sort Comparative Advertisement because as the title describes Nike: My better is than your better, in this ad it shows all sports games like basket ball , baseball, Running etc and try to deliver a message that Nike products are best in every game whether it is basket ball , base ball , jumping . In order to grab attention and to stir up Emotional appeal it used Fantasy and surrealism because certain images shown create fantasy. While to stir up Rational appeal it indirectly compared it s products with other products, the ad might be effective as it shows and considers its products superior in every game as compared to other companys products. Internet Nike uses various online methods in order to promote its products. It has established its own website, where customers can get lots of information about the products and company. It also uses yahoo to promote its products, according to me the objective of using yahoo and other popup ads is to make youngsters who often goes online, aware about the brand Billboards and Magazines In comparison to Adidas, Nike uses different ways of billboard advertisement to promote its products, in recent times in Hong Kong to promote its Nike s T90, a series of black and white markers were posted in local Nike stores, subways, stations and also in magazines. These markers were a kind of 3D Window Display, and to watch it, customer need to text the key word displayed on the marker and has to download the Nike application. After the software is downloaded, if one points the camera on the markers, one can see virtual 3d Nike T90 boots. These types of billboard s were specially launched for the target market of Hong Kong who is found of latest technology. Other than this Nike uses ESPN magazines to promote its product. Key Findings of Survey (Questionnaire); Recent research founded that Nike scored low rates as compared to Adidas in terms of positioning; this is because they primarily focuses on men, only 10% of female supposed that they would buy Nike sneakers again, while rest of the women likes Adidas because it focuses on both men and women uniformly.(Referred To questionnaire) 40 % of respondents prefer and gave an average rate of 6.9 to Adidas because it is cheaper and lighter in weight. For example many of the samples said I would go for Adidas because they are cheaper and also I feel myself more comfortable in the products of Adidas, particularly youngsters who are fascinated in playing foot ball because David Beckham wears it. But on the other hand 60 % of entire sample likes and gave an average rate of 8.5 to Nike, out of which 40 % sample likes it and gave an average rate of 7 because they deem its shoes are good in quality, comfortable over long distance. While other 20 % likes it and gave an average rate of 7.5 because they feel Nike provides more variety of design in shoes than Adidas and they look more stylish. For example sample 4 said I like Nike because the products are very much cool and also there are various types choices available and various types of pattern and styles are available, So it looks that People are more concerned about qualit y and comfortableness than price, so by this it can recommended to Adidas to focus more on its quality. Out of total respondents, only 70% of respondents were able to give description of recent ad of two companies out of which 40 % of respondents described Adidass new star war collection, while other 30 % of respondents described Nike s War hawk Matt Scott s No excuses commercial. 30 % of total sample remembers and likes, TV ad of Adidas because they use well-known celebrities like Beckham, Messy, Kaka etc and they are more eye-catching. For example sample 21 Said the action it shows in its ad s add attract the viewers and also the style of showing the product was awesome. 70 % of overall sample remembers and likes TV commercials of Nike because every time they demonstrate foot ball game in a unique and a bit comical way. Some people remember it because they reflect that the frequency of Nike s ad on TV is more than Adidas. After analysing primary data it can be said that, respondents like Nike more than Adidas, and Nike s communication strategies are more effective than Adidas. Conclusion Based on above analysis following Conclusion can be made ; Both Nike and Adidas are following almost same types of promotional Strategies up to some extent, both benchmarks each other, both uses internet , billboards , magazines , TV advertisement to promote their products the only differences is that they both are using different celebrities to promote their products and they also follow different endorsement strategies ,Adidas focuses on sponsoring a team and various events, while Nike bulls its eye on various stars of football, basket ball, golf etc. The other difference is their advertising message; they both use same scoop and scale but try to communicate with different messages. While the target audience of both the brands are same as well as the brand building strategy adopted by both the company seems to be same. So both companies are investing more and more in their promotional strategies, to attract more customers and at last to expand their growth.

Essay --

â€Å"And lawfully by this the Jew may claim a pound of flesh, to be by him cut off nearest the merchant's heart. Be merciful.† (IV. 1. 231-233). Throughout the trial scene, despite the heavy tension in the air, a subtle, reoccurring idea floated in and lingered. It was the idea for Shylock to show Antonio mercy. However, the Jew disregarded it. Yet, Portia managed was to show the court that Shylock fiercely wanted the Law upheld. The intent of the Law and the grace of Mercy clashes as the course of the trial progresses. Consumed by determination to uphold his bond, Shylock found the thought of showing mercy to the merchant ridiculous. The Duke said to Shylock, â€Å"Shylock, the world thinks, and I think so too, that thou but leadest this fashion of thy malice to the last hour of act; and then 'tis thought thou'lt show thy mercy and remorse more strange than is thy strange apparent cruelty.† (IV. 1. 17-21). To this, the Jew responded: â€Å"You'll ask me, why I rather choose to have a weight of carrion flesh than to receive three thousand ducats: I'll not answer that: but, say, it is my humor: is it answer'd?† (IV. 1. 40-43). The Duke many a times asked the Jew to show mercy, and only that, nothing more and nothing less. Blinded by wrath, Shylock ferociously made it clear to the court, even before Portia’s appearance, that he wanted his bond. Showing mercy was out of the question. At that point, the grace of mercy had long disappeared from Shylock’s mind. The thought of ridding Antonio, the great merchant of Venice, from his hair replaced it. Shylock anticipated seeing red. It was all he could think about: seeing Antonio’s crimson flesh as he cut it off without hesitation and in the absence of grace. The Jew wanted the Law, his side of the La... ... drop of Christian blood, thy lands and goods are, by the laws of Venice, confiscate unto the state of Venice.† (IV. 1. 307-312). Shylock demanded he wanted the law, and Portia made sure to give him exactly what he wanted. The tables turned on Shylock; he was advised to practice mercy and now he has to beg for it. Throughout the trial scene, the intent of the Law and the grace of Mercy constantly clashed, as judgment on the bond was determined. Shylock entered the courtroom a confident man with an apt for revenge, though left a man stripped of everything away from him except the clothes on his back. Mercy was asked of the Jew, many times before the intent of the Law was twisted against him. His determination and refusal to show grace ultimately caused his demise. Portia pitted the intent of Law against him and the end, the grace of Mercy was bestowed upon Shylock.

Stefan’s Diaries: The Craving Chapter 13

That night I lay in bed, gazing up at the ceiling. The moon shone through the gauzy white curtains, and the house hummed with activity, a melee of footsteps, heartbeats, and mice skittering inside the walls. It felt as though the entire house were alive, with the exception, of course, of myself and Damon. The Sutherlands had no idea, but when they'd opened their home to me, they had invited Death in. I was a cancer on their happy existence, and soon the darkness would spread, eating through their world until there was nothing left. Though I was no willing participant in Damon's twisted plan, it would be no different from how Katherine insinuated herself into my life and decimated the entire Salvatore family. Like it or not, this family's well-being rested squarely on my shoulders. If Damon killed them, their blood would be on my hands, too. But how could I stop him? I was so much weaker than my brother, and I had no plans to begin feeding on humans again for fear that I'd be unable to stop. I rose from bed and pushed the curtains aside with a violent flick. As I stared at the moon, that orb that had witnessed so much of my ill-doing, I replayed the conversation we'd had with Margaret over and over in my head. The firm set of her jaw. The clear tone of her eyes. The way her lucid blue eyes had sized up me and Damon, as though she could see straight through our skin to our unbeating hearts. Winfield was ready to sign his fortune over to Damon, yet his daughter remained immune to my brother's Power. But how? The only protection I knew against vampires was vervain, but I'd not inhaled its cloying scent since arriving in New York. When trying to draw out Katherine, my father had spiked my whiskey with vervain, sending Katherine into a miasmic fit when she drank my blood. If only my father had thought to protect me sooner, he and I might still be in Mystic Falls, poring over accounting books as I studied to take over Veritas. Sliding the window open, I stepped out onto the narrow balcony. The night was eerily still. No wind rustled the trees, and even the pigeons that roosted on the neighbor's roof were quiet. My balcony faced east, toward the muddy East River and the narrow spit of land they called Blackwell's Island, where the city had recently rebuilt the lunatic asylum. A wry smile twisted my lips. If only I could check Damon in there. But then I let out a groan and clutched the wrought-iron rail with my hands. I had to stop wishing and hoping and thinking of millions of if onlys. I could not wish Damon into oblivion and I could not rewrite the past. What was done was done. Even at my peak Power, I could not cause the world to spin backward, could not turn back time and undo what Katherine did to me and my family. But I was not powerless over the future. I had free will, I had experience, and I had the choice to fight. Hoisting myself up on the rail, I leaped to the roof, landing on the tar with a soft thud. New York was a large city, and someone, somewhere, had to grow vervain or at least have dried sprigs. I'd run up and down the streets until I caught the telltale scent of the herb. Spiking Lydia's drinks would be impossible – Damon was feeding from her – but if I could just sprinkle some in Winfield's whiskey†¦ I ran across the roof, preparing to jump to that of the neighbor, before scaling down their fire escape to the street below. â€Å"Where are you going, brother?† The cheery words sliced through the night like gunshot, and I froze on the ledge. Slowly, I turned around to face a smiling Damon. He looked ready for the second part of his evening jaunt, wearing a three-piece suit and twirling a gold cane in his hand. I recognized it immediately – it had belonged to Callie's father, the man who had imprisoned Damon, torturing him and starving him before forcing him to do battle with a mountain lion. Damon must have stolen it after he killed Callie. Unbidden, an image of Callie bloomed in my mind. Her kind green eyes smiling at me, the freckles that dusted every inch of her body, the way she had so bravely given herself to me on the shore of the lake, offering her blood even though she knew what I was and what I could do to her†¦. Her dead, twisted body lying in the grass behind Lexi's house. â€Å"You bastard,† I said in a low, fury-filled voice that I barely recognized as my own. Rage that had been building for weeks with no outlet tore through my veins, and I felt as though my muscles were on fire. With a growl, I threw myself at him. â€Å"Why won't you just let me be?† Our bodies collided, like stone on stone. Startled, Damon fell backward, but instantly he pushed me off and flipped to his feet. He wrapped his arms around my neck with a vise-like grip. â€Å"If you were so desperate to be free of me, you shouldn't have forced me to become a vampire with you,† he hissed, all traces of joviality gone from his demeanor. I struggled to free myself, but his knee pressed more forcefully into my spine, pinning me to the roof. â€Å"You were the one who urged me to become what I am – to see what Katherine gave us as a gift rather than a curse.† â€Å"Trust me,† I gasped, trying to twist from his grip. â€Å"I would take it back if I could.† â€Å"Tsk-tsk,† Damon chided. â€Å"Didn't Father teach you that part of being a man is living with your choices?† He pressed my cheek into the tar roof, scraping open the skin there. â€Å"Then again, you were such a disappointment to him at the end – not wanting to marry Rosalyn, taking up with a vampire, killing him†¦Ã¢â‚¬  â€Å"You were always a disappointment,† I spat. â€Å"I should have killed you when I had the chance.† Damon let out a dry laugh. â€Å"Well, that would have been a shame, because then I couldn't do this.† The pressure on my spine abated as Damon hoisted me up by the back of the shirt. â€Å"What are you – † I started. Before I could finish, Damon launched me forward with the force of a lit cannon. My body careened through the night air, and for a brief, weightless moment, I wondered if I was flying. Then the hard pavement of the alley between the Sutherlands' and their neighbor's home rushed up to greet me, and my bones cracked loudly on the impact. I groaned, pain radiating through my limbs as I rolled to my back, blood dripping down my face. I lay like that for hours, staring at the stars until my Power healed me, resetting my bones and stitching up the gash in my cheek more swiftly than the most skilled medic could. But when I stood, a new pain shot through my chest. Because there on the brick wall of the Sutherlands' home, written in red ink that could only be blood, were three terrifying words: I'm always watching.

Taco Bell Case Study

Workshop Case Study – Taco Bell Design, Layout & Process Choice â€Å"Design for Transformation† In 1999, three out of every four Mexican fast-food meals purchased in the United States were made from one company – Taco Bell. However, this market dominance may never have come about unless the company had not transformed its operations throughout the 1980’s. In the early 1980’s, Taco Bell was typical of this kind. It was essentially a job shop operation. Nearly all food production was carried out on site: – –foodstuffs were prepared from their raw state; food items such as ground beef for tacos were cooked for a period of several hours in vats; –guacamole and other sauces were made-up; –beans were washed, cleaned and cooked; Once these items were ready for sale, they were then assembled in response to a customer order. This meant that wait time at the cash register was 105 seconds on average, an even slower during peak peri ods. This type of operations led to a number of management challenges. Staff had to be scheduled and organised in shifts so that they mainly prepared food items and cleaned the unit during slack periods, whilst they assembled orders and served customers during busy times.It was estimated that the restaurant manager spent an hour each day working on his crew schedule in order to match labour supply as closely as possible to potential demand, and thereby meet the company’s cost targets. Food cost control was also a priority, which meant that a great deal of time and effort went into ensuring no menu item was prepared in too small or too large a quantity. But the complexity of this operation, lead to quite wide variations in food quality, both within single units and between units in the chain. This was not helped by inconsistency in the quality of raw materials, which were ainly sourced locally. The emphasis on in-house food production meant that that the ratio of kitchen to di ning space was 70:30. Moreover, the main assembly line where food items were made to order ran parallel to the service counter, so that employees on the line were facing away from the customers. At that time, Taco Bell did not have a drive-through window, even though 50 per cent of competitors’ sales were from this source. Beginning in 1983, the CEO of Taco Bell, John Martin, made a number of major changes to the physical layout.The food assembly line was reconfigured to have two shorter lines at right angles to the service counter. This improved product flow and improved customers’ perception of the operation. The introduction of electronic point-of-sale not only improved order taking and cash handling, but also provided improved data on which food forecasting could be made. Other changes included: – –adding new menu items; –increasing the average size of new units from 1600 up to 2000 square feet; –adding drive-through windows; the upgradi ng the decor and uniforms of staff. However, external pressures meant that Martin also had to adopt a new operations process. By the mid-1980’s, the US fast-food market had matured and competition was fierce. Previously performance was judged on growth, which could be achieved by opening new units. In the mature market-place, market share became much more significant. Labour shortages also meant an increase in labour costs, up by 18 per cent for the industry, but by 50 per cent for Taco Bell due to its relatively larger, skilled workforce.Whereas chains with burger or chicken concepts could offset this increase by taking advantage of falling food costs, Taco Bell’s food cost remained at around 30 per cent of sales. So by 1989, Taco Bell was a relatively small player in the market being squeezed by rising costs. In a series of initiatives, the operation was transformed. K-minus was a project that turned the kitchen into just a heating and assembly unit. Nearly all food preparation (chopping, slicing and mixing of vegetables and meat) and cooking was eliminated.Beef, chicken and beans arrived in pre-cooked bags, lettuce was pre-shredded, hard tortillas pre-fried and guacamole delivered in cartridges. This changed the ratio of ‘back-of-house’ to ‘front-of-house’ to 30:70, reduced staffing levels in each unit and increased the operational capacity of each unit. The SOS (speed of service) initiative was designed to respond to market research that showed customers wanted their food fast. Recipes were adapted and a heated staging area developed so that 60 per cent of the menu items, representing over 80 per cent of sales volume, were pre-wrapped ready for sale.This reduced (Total Automation of Company Operations – TACO) was an IT project designed to computerise in-store operations and network each unit to headquarters. TACO provided each manager with daily reports on 46 key performance measures, assisted with production and labour scheduling and aided inventory control. This reduced the time restaurant managers spent on paperwork by up to 16 hours a week. These process changes and the investment in technology were also accompanied by changes in human resource management. The restaurant manager’s job was now very different from what it had been due to K-minus, SOS and TACO.Taco Bell recognised that managers should now focus much more on ‘front-of-house’ and on the customer. The management structure within each unit was therefore changed along with job descriptions and remuneration packages. Much more pay was performance related, so that top managers could earn $80, 000 a year, a huge increase on previous salary scales. Selection criteria for the new restaurant managers were also adapted to reflect the new style of operation. Between 1984 and 1994, Taco Bell doubled its sales and tripled its profits. Despite this, competition remained tough.With the right processes in place, Marti n could now look to other ways in which to improve operational performance. So, in the mid-1990’s the focus switched from technology to human resources, with the growth of team-managed units and the development of the learning organisation within Taco. (Source: Brown, Lamming, Bessant & Jones, Strategic Operations Management, 2nd edn. Elsevier, 2005) Tasks Clearly from the Taco Bell case, managing the process transformation is an enormously important challenge for operations managers in both service and manufacturing settings.Success does not come about purely by having the correctly designed layout, process and technology. Other skills and tacit knowledge also come into play. Task 1 Critically evaluate how strategic operational initiatives such as K-minus, SOS and TACO struck the right balance of addressing the â€Å"hard† & â€Å"soft† operational problems Taco faced and delivering customer satisfaction. Task 2 Changing the transformational process (i. e. to t he layout, product and process control) has a direct correlation to improving customer service and satisfaction? Discuss.