Case Study 1 - Kfc in India - 1152 Words

Case Study 1 KFC in India – Ethical Issues 1. Since its entry into India in 1995, KFC has been facing protests by cultural and economic activists and farmers. What are the reasons for these protests and do you think these reasons are justified? Explain. No tolerance for ‘cruel multinationals’ was the main reason for the protests made by cultural and economic activists and farmers. Due to the economic liberalization policy of the Indian government during the early 1900’s, foreign fast food companies were granted permission to enter India. From the cultural and economic activists and farmers perspective there were numerous disadvantages with the opening of these fast food chains, in particular KFC. The main fear for nationalists and†¦show more content†¦Local businesses are also affected as it is hard to compete against a large international company. Angry farmers were led by Nanjundaswamy. The main reason for their protests was to go against the unethicality of promoting high processed ‘junk food’ in a poor country where malnutrition is already a major concern. An increase in the number of fast food stores also posed a threat to local agriculture (with the depletion of livestock) which 70% of India’s population depended on. 2. PETA has been protesting against KFC in India since the late 1990s. What are the reasons for PETA’s protest against KFC and how did KFC’s management react to them? Do you agree with PETA that KFC has been cruel toward the birds and hence it should leave India? The reason for PETA’s protest against KFC was primarily due to the inhumane treatment the chickens faced on KFC farms. Though other fast food organizations such as McDonald’s and Burger King had already ‘upped’ their standards regarding the treatment of animals, KFC had yet to do so. In these factories and poultry farms, birds were kept in very unhygienic conditions and treated cruelly. In the 10 minute video released by PETA in regards to these allegations, viewers witnessed birds living in overcrowded, crammed warehouses with barely any space toShow MoreRelatedKfc Marketing Strategies20155 Words   |  81 PagesI become a KFC franchisee? Initial Franchise Fee =   Monthly Service Fee (Royalties) =   Advertising = $45,000 (if you open a KT multi-brand restaurant, the fees will be $75,000)   5 percent (5%) of Gross Sales 5 percent (5%) of Gross Sales (Includes national and local contributions) The above amounts do not include the initial investment required to construct the restaurant building, training expenses, grand opening expenses or opening inventory. 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When you like burgers, McDonald’s is always the top option. When you like fried chicken, KFC is always the first thing that comes to everyone’s mind. The reason for this is these companies claim of particular  products that have became their trademark until now. The difference between McDonald’s and KFC is mainly the cuisine. Read MoreScm of Kfc13161 Words   |  53 PagesManagement of KFC  -  December 29th, 2010 KFC Corporation (KFC), founded and also known as Kentucky Fried Chicken, is a chain of fast food restaurants based in Louisville, Kentucky, in the United States. KFC has been a brand and operating segment, termed a concept[2] of Yum! Brands since 1997 when that company was spun off from PepsiCo as Tricon Global Restaurants Inc. KFC primarily sells chicken pieces, wraps, salads and sandwiches. 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With their old recipe they are moving ahead in more than 300 countries serving their mouth watering dishes. TheRead MoreCase Study : Kfc s Original Product Essay3012 Words   |  13 PagesAssessment 1 Lecturer: Uswa Zahra Submitted by: Dave, Ada Steven I.D. no.: 1408266, 1308050 1401276 Question 1 1a. Give a brief introduction to the organization, covering relevant information such as its origins, the nature of its products or services, its customers, markets and country in which it operates. Answer: Origins: KFC is one of the American multinational restaurant chain, is also the world s second largest fast food and the largest Fried Chicken chain. KFC was foundedRead MoreTell Me What You Eat, and I’ll Tell You Who You Are1279 Words   |  6 PagesFood and Agriculture Organization (FAO) of the United Nations show that consumption of rice in China has gone from 50 million metric ton in 1961 to 160 millions metric ton in 2002. Same increasing trend applies to the other countries of the Far East, India and South East Asia (â€Å"UNCTAD Infocomm Market information in the commodities area†). The new agro-industrial advancements have made this leap possible. William Marling emphasizes on the fact that babies raised in different cultures develop a sensibility

Research and Comply Regulatory Requirements †MyAssignmenthelp.com

Question: Discuss about the Research and Comply Regulatory Requirements. Answer: Introduction: In order to complete the task requirements needed to be complied with include the Food Standards Australia New Zealand Act, 1991, The Liquor Act, 2010, Tax Assessment Act, 1997. Along with these the Work Health and Safety Act, 2011 and the National Employment Standards are also analysed. These acts are important as it helps in identifying any breach in the legal framework of the country and ensures that businesses are compiled keeping in mind the legal aspects. The penalties applicable for violating these acts may fluctuate management depending upon the level of offence committed by the individuals. The licensing and legal requirements that have been identified include the Sale and Supply of Alcohol, 2012. The act is an enactment of the Sale of Liquor Act, 1989 that repealed a former licensing act. Section 169(1) contains the legal requirement permits mentioned in the act (Legislation.act.gov.au 2017). The requirements stated in the Australia New Zealand Food Standard Code is that every food needs to be labelled or need to have adequate information about the ingredients that are used for manufacturing the food. The various state and local levels of Australia have requirements that are to be met in order to ensure that the legal aspects regarding food standards are not violated. These requirements include a date of manufacturing of the food item and the place form the origin of the food. Listing procedures and requirements to extend a liquor license In order to extend a liquor license, managers need to ensure that the company is registered with the Australian Business License and Information Service. The required fees need to be submitted in order to gain an extension of the legal license in the country (Infrastructure.gov.au 2017). Statutory provisions for liquor licenses are required in order to sell or conduct business related to liquor. A commercial practice of licensing is required in order to maintain the requirements of a liquor license. The licensing for a proper liquor store includes insurance that deals with the breakdown of equipment, income and extra expenses, electronic data and new buildings. These insurances help an organisation from managing the loss it may suffer from the sale of liquor. The tax obligations that comply with the Australian liquor store and restaurant is that the managers need to ensure every due is met in order to continue legal business. In the case of income purposes, no amount can be withheld that may pose problems in the court of law. Listing requirements to comply with National Employment Standards The requirements that need to comply with respect to National Employment Standards include the maximum weekly hours, flexible working environment parental leaves and so on (Safeworkaustralia.gov.au 2017). In order to ensure that the health and safety are maintained the managers need to establish requirements for incident notification, consultation with the workers and any issues that need to be resolved. The sanitation of the place also needs to be checked as per WHS requirements. The risks that may occur in the sale of liquor is obtaining a legal license. This is important as the Government of Australia is federal and the laws of one state cannot be applied in other states. The areas needed for specialised legal advice is the ways by which employment and health of the employees can be ensured. Individuals under the age of 18 cannot be employed or allowed to purchase liquor as per the rules set in the Liquor Act, 2010 (Legislation.gov.au. 2017). The standard operating procedures that are required to comply with staff requirements in the food industry of Australia and New Zealand is to ensure that the employees maintain proper health conditions. The employees involved in the handling of food require washing hands and fingers thoroughly in order to avoid any infections. The staffs need to dry the hands using sterilised towels instead of paper towels to prevent recontamination of the hands. Listing requirements to comply with food act in state and local level In order to organise the local Government requirements as per food act in state and local level, it is required that the Government of Australia maintain provisions that prevent the overlapping of the rules in different states. As stated earlier, Australia is a federal Government meaning that rules of one state cannot be applied in other standards. AIIT hotel consists of a head chef, sous-chef, chefs and apprentices. Thus, it is required that the state and local level of the counties engage in employment health that requires maintaining proper employment rules. The employees need to be paid minimum wages in order to maintain the satisfaction of the employees. Penalties may apply if the rules are violated in the kitchen. The location of AIIT hotel requires the legalisation of liquor stores under the New South Wales Government policies. As per the standards set by the State Government, it is required that the licensing legislation used for recruiting nine floors and bar staff need to be licensed under the Liquor Act, 2010. The company need to be legalised under the on-premises subsidiary license. This provides permission to sell alcohol as a secondary product of the restaurant. The bar license is also required in order to maintain the business activity of selling liquor as a premium consumption for the individuals. The licensing need to have a capacity of 60 seats within the premises for people engaged in the consumption of alcoholic drinks (Foodstandards.gov.au 2017). Providing overview of legal tax obligations In order to ensure that fines and penalties regarding the payment of taxes are avoided, it is necessary that the managers of AIIT comply with the payment of taxes management. This includes remaining aware of the due dates that are required to be maintained for the payment of tax. In this regard, it can be said that the managers need to clear off the dues at the end of a financial year. This is applicable as the Australian Income Tax Act, 1997 (Unimelb.libguides.com 2017). As per the National Employment Standards, AIIT needs to recruit people based on the promise of paying maximum weekly wage. The selection of the candidates needs to be done in an unbiased manner with leaves given to the employees as fixed annual leave and parental leave. The National Employment Standards normally promote a safe working environment of the people (Austlii.edu.au 2017). The WHS requirements of the company include the prevention of bullying and harassment in the workplace. In order to do so, the company have set up policies that prevent the bullying and harassment of the employees. Penalties may apply to the extent that employees may be terminated from work due to the practice of such illegal acts (Fairwork.gov.au 2017). In order to ensure that the operational non-compliance is reduced in the organisation, it is necessary that the managers of AIIT maintain records in order to avoid controversies. The consistency can be maintained if the managers conduct a thorough checking of the legal applications that are required for maintaining a successful business. The monitoring system can help in implementing any modifications that are required for the smooth running of the organisation. The systems can be used to identify any breach in the departments of an organisation that does not comply with the working of the organisation. In order to remain updated with the changes in legislation, it is necessary that the managers of AIIT keep information from various sources. These sources include searching the web, following newspapers and news channels regularly in order to remain updated about the changes. This can help in providing suitable information to the employees as well. The staffs can be updated by publishing the changes in the bulletin boards and conducting a meeting. Managers need to encourage the staffs to remain updated regarding the legislation by collecting relevant information from the web. Responsibilities at every level need to be documented by the managers. The documentation that can be used to maintain compliance and improve on the activities of the organisation includes formulating contracts that need to maintain restrictions and policies regarding the improvements. This can be managed by updating the policies of AIIT and encourage changes in practises. Reference Austlii.edu.au. (2017).All Databases. [online] Available at: https://www.austlii.edu.au/databases.html [Accessed 29 Oct. 2017]. Fairwork.gov.au. (2017).Welcome to the Fair Work Ombudsman website. [online] Available at: https://www.fairwork.gov.au/employee-entitlements/national-employment-standards [Accessed 29 Oct. 2017]. Foodstandards.gov.au. (2017).Food law, treaties and agreements. [online] Available at: https://www.foodstandards.gov.au/about/foodlawandtreaties/pages/default.aspx [Accessed 29 Oct. 2017]. Infrastructure.gov.au. (2017).Guidelines for Issuing and Administration of Liquor Licences. [online] Available at: https://infrastructure.gov.au/aviation/airport/planning/liquorguidelines_3.aspx [Accessed 29 Oct. 2017]. Legislation.act.gov.au. (2017). [online] Available at: https://www.legislation.act.gov.au/a/2010-35/current/pdf/2010-35.pdf [Accessed 29 Oct. 2017]. Legislation.gov.au. (2017).Federal Register of Legislation. [online] Available at: https://www.legislation.gov.au/ [Accessed 29 Oct. 2017]. Safeworkaustralia.gov.au. (2017).Model WHS Laws. [online] Available at: https://www.safeworkaustralia.gov.au/law-and-regulation/model-whs-laws [Accessed 29 Oct. 2017]. Unimelb.libguides.com. (2017).LibGuides: Australian Taxation Law: Legislation. [online] Available at: https://unimelb.libguides.com/australian_taxation_law/legislation [Accessed 29 Oct. 2017].

Margaret Chan - Speech to the 69th World Health Assembly free essay sample

Gays in the miitary essays

Gays in the miitary essays The subject of Gays in the military has been debated over many times by many people. When dealing with whether or not gays should be allowed in the military the simple question of, Do they want to be in the military?, must be answered. After this question is answered you The answer to the question, Do gays want to be in the military?, is an unquestioned yes. Gays would be proud and determined to protect this beautiful country in which we live. I personally am confused as to why there is even a question of whether or not gays should be allowed to protect and die for a country they love. I do understand however the question of where should they live, both in the field and at their home base. It is hard for a man or women to get undressed in front of someone of the same sex, that may be looking at them with different eyes. When I say different eyes I mean a man looking at a man and thinking wow hes cute, or a women looking at a women and thinking the same thing. It would be very awkward for non-gay soldiers to deal with this problem. Any political issue deals with people, and the gays in the military controversy is no different. Joe Steffan was kicked out of Annapolis one week before graduation after revealing he was gay. Alan Schindler was a gay man in the Navy. He was brutally murdered when some of his shipmates found out he was gay. Events like these can only be avoided by education and communication of what homosexuality is and how to deal with people who are homosexual. The segregation of gays and lesbians in the military should be limited to living quarters and that should be the extent of it. The following is the 1993 National Board Policy on lesbians and gays in the military; WHEREAS, President Clinton has taken the first steps toward ending discrimination against lesbians and gay men in the military; and WHEREAS, the response to this modest initiative has inclu...

The Capabilities And Intentions Of Al-Qaeda Essay

The Capabilities And Intentions Of Al-Qaeda - Essay Example Al-Qaeda is an Islamic terrorist organization that has misused the Islamic teachings to propagate internal resentment of a few fundamentalists caused by desperation against western forces. These resentments are not totally baseless as the western world has down-casted the eastern world since times immemorial by trying to superimpose themselves on the lesser creed. However the methodology to show this anger is infuriated up to the height of absolute hatred for the western nations. Their stated purpose is to remove the U.S. from Saudi Arabia, the Middle East, and if possible, from the world arena (DECISION SUPPORT SYSTEMS, 2001); (Gunaratna, 2002). Al-Qaeda is part of the "The World Islamic Front" (the networks of the networks) which further has many distinguished terrorist organizations from all over the world including, Osama bin Laden's Al-Qaida, Al Jihad, the Islamic Group, Jamaat ul Ulema-e-Pakistan, the Moslem Brotherhood, components of the 'black' (operational) network from the defunct Bank of Credit and Commerce Inc. (BCCI), and elements of Abu Nidal's terrorist organization. However, the most successful organization has been Al-Qaeda, especially after the horrifying September 11 attacks on the World Trade Center (DECISION SUPPORT SYSTEMS, 2001). The leader as we know is Osama Bin Ladin however since his hiding, Al-Qaeda was been run by a superior strategist, Ayman al-Zawahiri (Hoffman, 2001); (McCarthy, 2004). Ironically for the United States, which is Al-Qaeda's number 1 enemy, the creation of Al-Qaeda was done thorugh secret channels by the US to drive out the Soviet Union (which was at that time US's number 1 enemy) from Afghanistan. At that time, he muslim fundamentalists were recurited to oppose the Soviet invasion to aid in US's mission in destroying the soviet power which ended in the disparging of Soviet Union in Russia and other countries (Jr., 2002). Attacks List From then onwards, these Muslim fundamentalists formed the Al-Qaeda organization and formed their credo to destroy all those nations that were either practicing a tainted Islamic life or were Non-Islamic nations trying to take over the Islamic nations. Till now, Al-Qaeda has committed numerous acts of violence against such countries using conventional bombings, shoot-outs, and now more recently, suicide bombings. Important and high-level acts of violence include the World Trade Center bombing in 1993, 11 September 2001 attacks on the World Trade Center and Pentagon, a four month bombing campaign in France in 1995 targeting the metro, the Arc de Triomphe and a Jewish school in Lyon, multiple bombings in Pakistan in 2002, bomb attacks against 4 trains in Madrid in 2004 when terrorists blew themselves up when confronted by police, and 4 explosions in UK in 2005 in tube trains and a bus. (Archive, 2005) Intentions Ever since the formation of Al-Qaeda, their sole objective has been to destroy the western influence on Islamic lives even if it means death and destruction. And they have shown that they are ready to take their own lives to convey their messages to the world. The global media has also been very actively covering Al-Qaeda related news and every once in a while, a video tape of Osama Bin Laden appears on our TV screens, with the Al-Qaeda leader congratulating his people for the attacks and continuously warning America against further attacks. Osama's nominal deputy, Ayman al-Zawahiri, published a treatise in the London-based Arabic-language newspaper Alsharq al-Awsat in December 2001 with the title "Knights Under the Prophet's Banner." The article painted a picture of Islam under siege by a predatory, Western-dominated world in which "there is no

Home Work Assigment Assignment Example | Topics and Well Written Essays - 750 words

Home Work Assigment - Assignment Example Therefore, the employers do not look at the ability that the disabled person may offer to their firms. There are several reasons that, usually, prompts employers to disqualify any disabled person as a candidate for a specific job. One of the reason is that the employers, usually, seek for candidates who are attractive and hence will appeal to their customers. Since disabled persons may not be attractive, they automatically get disqualified. The disabled people may not be able to move fast from one location to another. Their lack of mobility is seen as a hindrance to act quickly (Mandel, 1990). The condition is mostly suffered by people who are either lame or have suffered a disease that may resist their mobility. They are, therefore, not considered as appropriate for the job. Another reason that is mostly considered as a major reason for disqualification is that most of the employees are not ready to give some facilities required by the disabled. Some special facilities such as office chair for the disabled and many others see seen as an extra cost to the employees (DeLeire, 2000). T hey, therefore, reject them so as to maintain their profit levels. The fact that some people are disabled does not mean that they have absolutely nothing they can give to the firm. Some of them may be very talented in some jobs that only need mental skills to carry them out. The discrimination towards the disabled has prompted many non-governmental organisations in many countries to push for equal rights of opportunities regardless of their ability. The push have prompted many states to change this attitude and have amended their constitution to involve the rights of the disabled. In the United States of America, the American with Disability Act (ADA), have been implemented to ensure that the disabled or people who have become disabled in their job continues to enjoy their jobs. The act has been amended to ADAAA so that

Marketing Strategy Of Tony And Guy Salon

Marketing Strategy Of Tony And Guy Salon Tony and Guy salon is working marketing strategy that would enable the company regains the control of the hair treatments market globally. More so, the company is working towards reviving and rejuvenating operational the Dubai Branch that has not been performing well. The organization has set aside $ 1000000 for the processes in the marketing strategy. The conservative limited marketing budget will spread among such activities as marketing efforts renting showrooms in high traffic areas in cities where there will not only be more visibility of the Tony Guy products but also its professionally trained staff will offer hair treatment services at subsidized rates and show case the organizations product and services. Apart from the existing outlets, the activities will be conducted in selected well-traveled, popular malls located in high human traffic areas. Although, it will be costly to lease these locations temporarily, normally higher than normal rent, part of the high cost of rents will be offset of the sales made during the exercise. The other proceeds will go to marketing activities that are designed to increase visibility such as road-shows and other activities. Generally the marketing strategy is composed of the following activities: à ¢Ã¢â€š ¬Ã‚ ¢ Advertisements: there will be Advertisements in country specific and international magazines, journals, newspapers and other publications. Those publications that have wide readerships among the women and youth will be give priority since these groups the biggest junk of the target market segments. à ¢Ã¢â€š ¬Ã‚ ¢ Since not all the target markets may be reached by advertisements in publications, alternatives means of reaching them will have to be decided. One way will be using large billboards in major roads feeding major world cities. à ¢Ã¢â€š ¬Ã‚ ¢ In-store and Store Front Displays: These displays will be visible to the large walk- through traffic base. à ¢Ã¢â€š ¬Ã‚ ¢ Electronic mediums such Television Commercials, radio and internet à ¢Ã¢â€š ¬Ã‚ ¢ Sponsored events and roads shows will be another marketing strategy to be used. 3.1 Mission The major objective of marketing strategies will be to inform the customers and those potentials customer that Tony and Guy products and Salon Services are not only available locally but also that the company is committed to providing reasonably priced, convenient hair styling and the organization exists to attract and maintain customers. When Tony and Guy adhere to this maxim, everything else will fall into place. Their services will meet or exceed the expectations of their customers and eventually result in secured and protected future markets. 3.2 Marketing Objectives à ¢Ã¢â€š ¬Ã‚ ¢ The marketing strategies will increase repeat customers by at least 9% per quarter. à ¢Ã¢â€š ¬Ã‚ ¢ Product visibilities and awareness is to be boosted by 14% à ¢Ã¢â€š ¬Ã‚ ¢ The strategies will decrease customer acquisition costs by 8% per year. à ¢Ã¢â€š ¬Ã‚ ¢ Non performing branches such the as one Dubai is to maintain positive, steady growth each month. 3.3 Financial Objectives Ultimately, the marketing objectives of the marketing strategy must translate into sales. After the implementation of the marketing strategy, the following effects are anticipated or targeted sales: à ¢Ã¢â€š ¬Ã‚ ¢ 10% increase in the amount of retail products sold per year. à ¢Ã¢â€š ¬Ã‚ ¢ Growth of the profit margin by 3% per year. à ¢Ã¢â€š ¬Ã‚ ¢ Full recovery of sales and ultimately profitability in the Dubai branches and other branches initially performing poorly throughout the worlds; one year since the inception of marketing programs. Target Marketing, as part of the strategy will enable Tony and Guy; to reach different market segments: à ¢Ã¢â€š ¬Ã‚ ¢ Men: past statistics show that men at least 70%-75%of men use hair make up, thus implying significant clientele potentials. Relevant communicational tactical ads will to reach these groups will be used. à ¢Ã¢â€š ¬Ã‚ ¢ Upper-end and lower-end women markets: The biggest proportions (about 90%) of the revenues to the hair industry come from female customers. Women have generally been found to be fond of identifying themselves with classy and expensive and fashionable products and services. Although they can be discriminated by class and prices, the quality of services and the functionality of different brands of Tony and Guy brands will greatly influence this segment t of the market. There therefore great potential market in the women populations. à ¢Ã¢â€š ¬Ã‚ ¢ Young Mothers with Children: Young children are an emerging market in the hair treatment industry. A typical family salon has facilities that allow the children to play while they are waiting and then will work with the parents in calming the children nerves when they are ready for treatment. Each of the three groups will be targeted separately. The Tony and Guy outlets and the new leased promotional centers will prepare its staff to offer quick and convenient services to the male customers. Outlets will close late at night 8 pm in high traffic centers and security services will be acquired from security companies. Through out the periods, no appointments will be required, and most of the salon services will be on first come first serve basis but quick, convenient and satisfactory to the customers. As for women, generally, researches have shown them to prefer the allure of classy salons, although practically not everyone can afford such luxury. For this reason, Tony and Guy will provide the different hair treatment services but strictly within the normal range prices. Tony and Guy will target these customers by emphasizing the sophisticated, ultra hype styling that Tony and Guy will offer at all their outlets all over the world during the promotion period or the time of implementing the marketing strategies. Entertainment will be offered. To reach both the high end and low end market at the time while appealing wit classy but affordable services and products, Tony and Guy advertisement will be made to appeal to all. The advertisement while communicating the classiness of the services and products will also emphasize of the affordability. Above all, advertisements will demonstrate that making up and treating ones hair with companys products and or services is a necessity, as bas ic as clothing. It will communicate that it not longer a secondary need but a basic need for every woman. With the latest finding confirming that there is an emerging market in the children for the hair industry, Tony and Guy cannot ignore the segment. To win the Children market, Tony and Guy, will focus its strategies towards mothers with children by offering kids toys to play with while they wait and child-friendly hair stylists. Additionally, children receive a special rate reflecting the fact that childrens hair grows so fast that it can be expensive to keep up with regular treatments as well as the recognition that it generally takes a lot less time to treat a childs hair so it should be inherently less expensive. The tactical advertisement will be tuned to appeal to this group while reaching other segment with the same message. 3.5 Positioning Tony and Guy Salon marketing strategies will position the organization in the industry strategically to be a one stop-shop convenient, full and affordable services and products. While reaching families a corporate entity, the salons also will appeals to individuals with all the outlets prepared to offer quality services and products at competitive rates even after the promotional periods. Tony and Guy will be offering one-stop services, building it competitive edge by striving to achieve its desired positioning through; à ¢Ã¢â€š ¬Ã‚ ¢ Excellent customer services through out all centers: Tony and Guys competitive edge will be based on superior customer service. The company recognizes that the hair treatment industry has crowded market with challenging situations id differentiating its products and services from those of the competitors. To stand out in the market, Tony and Guy, take advantage of its combined concerted efforts to sell the hair products while at the same time operating salons. The two activities not only give an opportunity to the customers to try the products and the services but also enables them experience the quality of services and the products the company offers. Tony and Guys have been trained in the London Academy in quality customers services. This will enable the company through out its branches spread across the globe to simultaneously offer or provide superior customer attention. The staff will be as much as possible be flexible to the needs of the customer. à ¢Ã¢â€š ¬Ã‚ ¢ The staff will be incentivized to offer quality client services throughout. While Tony and Guy will invest time and money into training the employees, other concerted efforts will be arranged to ensure that clients receive the best experience possible making it is easier to turn them into a long-term customer and improve the companys and the its services and products reputations. Through the superior customer service, Tony and Guy will be able to effectively compete against and outlast larger chains and independent stores operating in the industry both locally and internationally. 3.6 Strategy Pyramids To fully overhaul, the old marketing strategies, with rejuvenated efforts, the single most apparent objective is to position Tony and Guy as the premier, full service, family salon in the internationally. The pyramids marketing strategy will seek to first create customer awareness regarding the services offered, then develop the customer base, and finally work toward building customer loyalty and referrals. The message that Tony and Guy will seek to communicate is that the entire family can be served quickly, professionally, with superior customer service at reasonable rates. The message will be communicated through various methods. During and after the promotions, the messages will continue to be communicated through in-store and storefront displays through all the outlets and partnering retail salons. This will be a convenient and cost effective method to attract potential and existing customers that walk around the or near the outlets and retail centre. This will complement the other method of communication is advertisements in two local and international regular publications newspapers. Marketing Mix Tony and Guy marketing mix will carefully companied selectively to influence customer behavior in favor of the services and product of the company. Theoretically, a typical marketing mix model is comprised of the 4Ps of marketing namely: pricing, Place (distribution), Promotion and advertising, and Product. Pricing Tony and Guy Salon pricing system will be founded on a competitive pricing model that while making the services and products affordable, also remains competitive relative to competitors prices. This pricing strategy will be the most fundamental element that needs serious considerations in each and every market. Although the pricing of services and products by Tony and Guy will be guided by the current levels and those of the competitors, the company will strive to offer optimal prices, affordable and compelling to the customer, yet giving reasonable returns. During the promotions, the prices will be subsidized, but at minimum, the revenues must offset the promotional expenses. Thereafter the new set of optimal prices will be offered for the products. Each markets retail outlets will be issued with pricing guidelines. Tony and Guy acknowledge the difficulty in standardizing prizes in all the markets considering the variations in income and economic levels. For this reason each segment of economic separated by national boundaries and currency will have specific pricing model guidelines. Independent salons franchised to offer Tony and Guy products and services will be given discounts to together with customers identifies to have been loyal (Westwood, 2000). Price Policy While Tony and Guy Company Salon admit that pricing is the most important element that influences customer or rather buyer behavior and the same determine the profitability of any enterprise, the company intends to develop policies that would assist the managements and retailing outlets in setting optimum pricings that are enticing to customers. These prices will be so strategic that that it will affect the overall performances and the future competitiveness of Tony and Guy. Attracting new clients and keeping the customers, will be the key agenda in the pricing policies to be developed. Because of these affordably but competitive prices, Tony and Guy will use other strategies expand its market. The lower prices will be compensated by larger sales volumes. In this case the best method that the company sees as what will attract the customers and keep them. For the prices to be competitive and appealing to customers, the organization devises strategies and conducts feasibility analyses of customers experiences at different pricing scenarios. This requires some market research and testing to determine customer behavior at different selected rates. The Tony and Guy Hair products and hair treatment services will use the fixed price in specific regions with similar market segment description such demographic, cultural and economic situations. This policy involves determining the price for customers who are wiling to purchase the product with the same prices, given the same shared market conditions and environment. Though it sounds discriminatory in nature, the prices will be fixed in such a way that it will be very easy for the company to administer and in the long run be able to maintain a good will within the customers. This strategy will enable the company use the higher pricing in better economics markets to compensate the minimal rates charged in the markets whose economic and average income levels are lowers. This is one of the strategies often recommended for company multinationals operating in countries having different economic performances (Westwood, 2000). Place (Place of Distribution) Worldwide Marketing (Promotion) Tony and Guy Salon being an international company that deals with hair treatments products an services, has a strategic marketing plan program for its product and services with a world wide scope. Since the birth of the organization in United Kingdom, the company has always catered for the demand of its customers across the globe. Consistent with this global reach, the company has always been aware of its customer around the globe. In line with this element of the marketing mix and consistent to the marketing strategy, the strategy has always been to formulate and invent products that meets the needs of customers in different part of the world. With much investment in research and development of Tony and Guy salon products, the organization has already meet identified the specific needs required in most parts of the world including the strict Islamic Middle East. Following adaptation of its products to meet the specific hair needs of the customers in different part of the globe, Tony and Guy has earned high approval rating from clients. This explains the successive awards the company has won. For example, in 2006, it won the South West Hairdresser of the Year and it has won the London Hairdresser of the Year (11 times) consecutively. While sensitive to such social issues as racism and whiles making efforts not to conform to beauty concepts of each and every culture in the countries they are operating, Tony and Guy has taken into consideration, Tony and Guy take into consideration colors appreciated by its customers. The company gives its customers opportunities to embrace diversity amongst them selves while enhancing their personal features and aesthetics. Tony and Guy Salon employees are another lot of diversity. With majority of them being women and multi-colored, they are considered a minority implying an excellent team out of an affirmative action and a symbol of the target global market. To Tony and Guy Salon, embracing people cultures is the best method to reach and to serve the interest of the consumer wherever they are. Locating the store in a high traffic mall will significantly increase visibility. A targeted advertising campaign will also communicate Tony and Guy Salons desired messages. The company intends to use various media so as to reach its target market. Research will be made so that the right media is selected which is more efficient and more reliable. The promotional activities that the company intends to put in place include having a chain of distribution that is well coordinated and that which can provide the right channel to the market that is targeted. Some of the channels which are available in Kenya include use of mass media, newspapers, the internet and personal selling. Through these methods, the company is able to reach many people at the same time and establish a strong market in Kenya (Kirsch and Goldfarb, 2002). Product and services A practical marketing strategy is not complete without the product element of the marketing mix. One way Tony and Guy Salon have ensured appropriately blending its hair treatment products and services. Customer service is on strategy that has been used to deliver quality to customers worldwide. All the Tony and Guy Salon employees have been trained in exceptional customer service in the London Academy. The partnering retail salons have also been given strict guidelines on the quality of customer service. Tony and Guy is recognized for it commitment to continually pursue researches that ultimately improve the quality of the company products and service. One of the strategic plans has had has always been to take into account the best interests of the customers wherever they are. By giving a wider variety of products and services, the company has been able to offer customers a wider range that customers can chose from according to their needs and preferences. The products and services are prices in such a way that it caters for the needs of all the customers which though geographically separated are united by the Tony and Guy products and services. Regardless of age, whether affluent or poor, whether in Africa or in Asia, Tony and Guy offer product and services that suits the needs and are affordable to each of them. To remain reliant, the company keeps abreast of the latest trends in the industry. Tony and Guy continually update their brands and responding to the dynamics of the industry. To enhance these processed the company has a dedicated team that pursue research and product innovation. The major objective of all these efforts is to consolidate a stronger clientele base among diverse cultures around the globe. Since the emergence advertising and promotions, Tony and Guy, has commissioned several posters around the major cities to publicize the company products. Since the introduction advertising through movies in the 1950s, the company has engaged it also a medium of reaching customers. Tony and Guy has also sponsored major Soap Operas in Europe and Asia which are also transmitted or sold to other continents. Use of celebrity personalities in adverting has not escaped the company marketing strategies. The famous actresses and other personalities has enabled Tony and Guy relate the successful with personality lives to their corporate and brand images and subsequently boasting visibility and sales. Ethical Issues and CSR In any marketing program, ethical issues normally emerge. There is one major ethical issue that will be of great concern in this marketing plan for Tony and Guy salon. The ethical issue revolves around the conventional use of advertising using images of beautiful women. The hair treatment industry being just part of beauty and cosmetic industry, has conventionally been using images of women to advertise. This is because, the core target audient is the women populace and images of other popular or celebrity women can sell a message of advertisement to them. The underlying ethical issue in Tony and Guy marketing strategy is in the use of using advertisement that carry beautiful women. This has recently attracted criticism with critics claiming that use of images, more so explicit or very exposing women images not only degrades the stands of morals in the society but also lowers the dignity of women. In addition to these criticisms, the images are said to be offensive to conservative cultures. According to Blaire (1994), advertising using feminine messages whether visual or otherwise, delineates from the natural and local cultures principles and instead are forced to see herself through the eyes of another ideal woman in an ad image.