Strategic Management Of Mcdonalds Fast Food Company Uk Marketing Essay

Strategic Management Of Mcdonalds Fast Food Company Uk Marketing Essay McDonald Corporation is among the largest chain of fast food restaurants in the United Kingdom. It primarily sells French fires, chicken, hamburgers, soft drinks and breakfast. This paper draws on the view that McDonalds fast food continue to remain competitive in the fast food market niche by virtue of strategic management which sees it improving the taste of sandwiches as well as introducing a menu lost that is new for its customers. To understand the success of McDonald over the years, it is important to note the strategic management of the fast food corporation in the UK. Part of the strategic drive of McDonalds to increase its competitive edge has been to overhaul the system of food preparation and as evidenced in its recent food preparation system dubbed Made For You, McDonald developed a mutual relationship with its customers since fresher as well as hotter food are delivered to customers; an aspect that leads to more consumption of McDonalds food (Stuart et al, 2007). The ove rall point in the strategic thinking and management of McDonalds rests on the enhanced flexibility on its customer service, business model, reaching and analyzing the strategic edge in light of competitive advantage and business level strategies. This paper seeks to analyze the wider environment in which McDonalds operates competition within the fast food industry, strategic focus, and how to address challenges that occur within the industry. Introduction McDonalds Fast Food Company is among the largest food service retail corporation. Known for its hot and fresh fries, hamburgers, burgers and soft drinks, McDonalds operates about 30,000 restaurants in over 199 countries. In the UK, a majority of the McDonalds operates on the franchise basis. The strategic focus and organizational management has positioned McDonalds to compete effectively in an already competitive industry and thus edge a competitive base in the industrial environment and enjoy a market niche for its business. Customers visit its outlet on the daily basis because of the ability of McDonalds to create a companys image that enhances people to get accustomed to the culture of fats food (McDonalds Corporation, 2010). As such, there is an apt customer base which McDonalds uses as a market entry strategy. Together with advertising companies that leaves the brand image in the consumers mind, McDonalds continue not only to penetrate the market but also expand their market siz e. As a result, there are a number of strategies that McDonald builds on to remain competitive in the industry and achieve t business and organizational objective. McDonalds Company Overview As one of the largest fast food corporation in the UK that concentrates on burgers, French fries, soft foods and breakfast, McDonalds has in the most recent introduced salads, snack wraps, fruits and carrot sticks. McDonald is a business that dates back in 1940. It was an idea that grew and became operational as the two brothers Mac McDonald and Dick opened a restaurant in the United States (Walsh, 2009) .The first McDonalds operated on the principle of modern fast food restaurant which later spread across Europe. The present McDonald is as a result of the successful expansion of the McDonald into a host of fast food markets. The company has become the symbol of globalization and it prominence in the UK is based on the concept of consumer responsibility as well as corporate ethics (McDonalds Corporation, 2010). Essentially, McDonald serves approximately one million customers every day. Business Environment and Analysis of McDonalds The environment in which McDonalds operates is very competitive that managers have been forced to adopt a strategic framework upon which they exercise their ability to identify, cultivate as well as exploit the core competencies that ensures that there is business and market growth. Thompson (2005) asserts that in order to arrive at this strategic threshold, McDonalds as a corporation has been the focus of the strategic policy formulation. In addition, Brown (2002) points out that there is no way in which the organization can exist in the vacuum. In this sense, McDonalds operate within a competitive environment and the foundation of its strategic management rests on its ability to analyze its competitor in the fast food industry. As a result, this not only enables McDonalds to realize its strengths and weakness but also help it to formulate a position on which it identifies the opportunities that are present for the organizations well as the threats it can face from its wider industr ial environment. This strategic analysis best positions McDonalds in its market niche and is thus a strategy that reflects the best march for McDonalds strategic management. The competencies exhibited by McDonalds form yet another aspect of its overall strategic management. Parsa (2002) contends that as one of the largest food chain companies in the UK, it defines its success from its strengths and opportunities. This is the distinctive competitive strategy that enhances the corporations competitive advantage in the market. A case in point is the financial opportunities, market leadership, image of the company to the market as well as the relationship between the company and its customer forms the strengths as well as opportunities than McDonald has achieved on its wider strategic management plan. To achieve an enhanced and more profitable market niche, McDonalds creates a successful image in the customers minds and draws from it mission and vision statement to introduce to widespread customers a culture of fast food. This is evidenced by the fundamental concept that it serves over one million customers in UK per day and continues to add on its menu a new list of fast food items prepared. Furthermore, customer care relations, delivery speed as well as high hygienic conditions make the basic strengths on which McDonalds expands on. Cole (2003) articulates that McDonald has created a corporate symbol that is reinforced by the advertisement campaigns in the UK. Accordingly, it builds on this pedestal to foundationally establish a brand image that has remained in the minds of millions of people living in the UK. As such, the brand image positions McDonalds an edge higher than its major competitor in the food chain industries and its marketing strategies successfully addresses impo rtant business operations factors such as internal resources and the core competencies in relation to the external environment in which it operates (Kendrick, 2008). Moreover, business analysts have maintained that the product value of McDonalds has contributed to the strategic focus of its operations. With regard to this, customers are aware of what to expect from the McDonalds restaurants whenever they visit the McDonalds. This gives emphasis on the fact that human resource draws their satisfaction from satisfying their customers and keeps the employees ready to adopt the innovative strategy of the company where they introduce newer products in the market in a bid to remain on edge with the newer tastes and trends of its customers and market size. The diversity of McDonalds into other related business forms the framework on which economists regard the McDonalds as the successful corporate group within the fast food industry (Enz, 2009). Competitive Environment within the Operations of McDonalds Every fast food restaurant operating whether as an organization or individual business is aimed at creating a new wave in the performance; all aimed towards implementing and sustaining the brand quality and the innovation of the business plan. Many fast food restaurants in the UK continue to analyze the external as well as internal business opportunities and therefore develop marketing plans that see them with a major market shares. These make food chain industry a very competitive industry in the UK. According to Hetrick et al (2006), McDonalds appreciates that competition for market place is stiff and has tasked its management to constantly communicate, compare their services with those of other fast food restaurants and finally improve on their service delivery and incorporate the developments of technology such as the internet to basically motivate their clients and improve on the overall center performance. In addition, many fast food organizations undoubtedly enhance their food production which makes it futile to use the product quality alone as the marketing strategy. As this may create a scenario where you are rated average, McDonalds has gone a notch higher in edging its competitive advantage by modifying every marketing and business strategy to suit its vision statement. As such, Heath and Palacher (2008) argues that bearing in mind the already available resources is one point towards success but making use of all the primary competencies has enabled McDonalds to sustain its place in the competitive market. Accordingly, as the chief executive officer of McDonalds said, the world has extensively changed and so have the customers. This calls for a dire need for any business organization to change in light with the customers change (Walsh, 2009). McDonalds Competitive Position within the Food Chain Industry McDonalds has achieved the title of the leading and largest fast food restaurant in the UK from its overall strategic management concept of sustainable competitive market. With emphasis, this strategic policy has been behind the McDonalds ability to make it difficult for other food chain industries to penetrate its stronghold marketplace. Hill and Jones (2007) explain that McDonalds competitive position is attributed to its dynamic customer care relations, brand imaging, cost structure as well as its patent. With regard to this, the organizational as well as the managerial process has centered on sharing coordination and integration to formulate policies that drives the McDonalds on the pedestal of success. Believing in the customer and product value, McDonalds has created a situation where every employee strives to work for the common goal. Similarly, McDonald, through its strategic management has demonstrated its strength in being able to learn and execute changes according to the needs of the markets. From this conceptualization, it has commanded a competitive position by being flexible to change within the milieu of technological developments and customer trends (Stuart et al, 2007). As such, Kendrick (2008) further postulates that a case in point for McDonalds success and market position falls on the paradigm of its long time organizational culture of concentrating on its advantage such as organizational behaviors as well as expertise to achieve success in every aspect of its objective. In the past, McDonald paid little attention on the concept of competitive advantage and thus even though it opened many outlets across Britain, its revenue did not change to the better. The structural, technological and financial assets are the excellent market position of McDonalds. It therefore follows that McDonalds not only identifies but also implements these assets in the right direction in a bid to improve the services of the company in the market. Bordering the advantage on the vision which guides the company, McDonalds draws its strengths to achieve the competitive position by being committed to the sustainability of its vision. For example, bearing in mind that a brand or product revolves around the companys vision, McDonalds works in lieu with this concept and thus attributes its competitive advantage on its faithfulness to the mission, vision and goals as well as objectives of the organization (Thompson, 2005).In light of this, McDonalds operates on the guideline of serving those people who have little or no time to cook an therefore provides a solution of a proper restaurant. In this case, the vision provides not only quality products but also quick ser vice and desirable satisfaction among its customers. The sustainable competitive advantage has undoubtedly meant well for the McDonalds and implementing these strategies is based on incorporating the best value strategies which make McDonalds unique and hard to be emulated by its competitors. It is evident that competitive advantages has helped and continue to help McDonalds to realize a great investment through an integrated, intelligent and dynamic human resources as well as strategic management (brown, 2003). As a result, McDonald caters for the situation where risk attitudes change and entirely vary the environmental uncertainty and volatility. This based on the product, price, promotion and place has provided a good starting point for the competitive position of McDonalds. Towards implementing the marketing function, the management of McDonalds constantly employs elements of marketing mix to appropriate plan on how to achieve the popularity in the market place (Enz, 2009). McDonalds Marketing Strategy McDonalds is known for its market entry on which it introduces people to the culture of fast food through the employment of emotive and highly persuasive advertisement campaigns. As Hetrick et al (2006) point out, McDonalds uses well structured advertisement campaigns to create a corporate system that penetrates the market as well as expands it. With regard to this, Parsa (2002) notes that McDonalds have put in place strategies that deal with the growing number of fast food customers in the UK. Towards achieving this, McDonalds emphasizes on customer care, speed in the delivery and high hygienic conditions around the McDonald premises. Connected with the concept of market entry strategy, McDonalds equally builds on its brand image; a factor that identifies it as an independent company. Accordingly, the company has taken into account business environment to achieve a competitive edge based on the service delivery, product and price. In addition, McDonalds have used the diversity strategy in its operations. Hill and Jones (2007) contends that McDonalds uses this strategy to venture into other business; a factor that has helped the company to keep in touch with the market trends a mid the rising completion in the food chain industry. Towards this, McDonalds emphasis on health food, introduction of new items such as salads on the menu, changed the overall appearance of the stores among adopting newer strategies. In light of this, McDonalds is able to achieve a competitive position in the marketing environment that is getting more competitive by day s a result of entry of new players in the industry. Heath and Palacher (2008) further assert that a lot of innovations where McDonalds produces new products demonstrate another strategy in use for the McDonalds to catch up with the latest market development. As a result, it is able to respond to the ever changing tastes and concerns of customers. For instance, McDonalds continues to develop new recipes as part of it strategic formulation to cater for the health issues and concerns of the customers in UK. McDonalds continue with the franchising model and employs over 60000 employees in approximately 1200 restaurants. The success behind all theses is typical of the effective marketing strategies that lead to the creation of high demand for fast food (Cole, 2003). The aim of successful marketing rests on making superfluous sales. Understanding the customer as well as the product that fits them has definitely formed the foundation of McDonalds marketing strategy. As opposed to other fast food restaurant whose entry in the market somehow takes the customer for granted and ends at providing quick service, McDonalds exploits the underlying concept of marketing which draws on the notion that customer satisfaction is the primary business priority. Comparatively, many fast food restaurants in the UK are motivated in making profit and although they provide quality services, they miss out on putting their customers satisfaction on the fist priority. McDonalds has created business strategies that aim at fulfilling the creation of customer satisfaction. Fundamentally, McDonalds has invested in understanding the needs of a group or groups of customers in what is called market segmentation (Brown, 2002).As such, McDonalds defines these band of customers in terms of demography such as their age, region and gender such that each band of customers have a successfully and specifically tailored products as well as a marketing mix. Future Developments in the Fast Industry It is important to note that following the market trends of fats food industry, outsourcing of employees may not be effective. It is clear that everything in the present business community outsources but McDonalds should be ready to take care when outsourcing because in future, outsourcing is going to cease in its value following the whole sale idea of outsourcing competencies of the fast food chain store (Hetrick et al, 2006). Towards cushioning the effect of this, McDonald can outsource other business operations but not its core competencies. As such, it will keep abreast with the fact that the benefits of outsourcing which includes knowledge of market offshore, supplier relations and expansion of business operation. In so doing McDonalds will have put in place an order facility to cushion itself against competition, business failure and reduced profit margin. In addition, the question of increased competition will be a future development due to the extensive entry in the fast food industry. As such, McDonalds will have to face an array of market risks as well as other business setbacks. However, what will make it strong and continue to enjoy the status of a leading fast food company is the constant formulation and implementation of strategic policies based on its knowledge of the customer needs. In other words, the taste, preferences and satisfactions of the customer should be their constant priority to face this challenging scenario (Parsa, 2002).With the future market function taking a consumer oriented approach, the marketing decisions are care going to be affected by the careful identification of the needs of the customers. As such McDonalds will need to devise marketing strategies that meet the customers needs as well as a business distribution system that bring the brands closer to the needs of the customer. Recommendation for McDonalds Future Strategy McDonalds should in future design a business plan that addresses the social changes spearheaded by the government and consumer groups which border encouraging a balanced diet and thus prepare types of foods that on the nutrition of the customer as well as their healthy lifestyles. Essentially, it can also develop a joint venture with other organizations such as the supermarkets in that some of its food is sold in the supermarkets. This comes with the marketing database which will help it to more accurately reach out to specific target groups of consumers. The customer identification could be on the basis of modeling and shoppers profiles; a factor which will enhance the prevention of band switching. In addition, McDonalds should focus on the corporate social responsibility and edge closer to those organizations with a value impact on the society (Enz, 2009). Similarly, McDonalds should realize that promotion of its products is not merely an advertising function. It should come up with both advertising campaigns and promotional strategy that is defined by the nature of the market, the size of the market and the tastes as well as preferences of the customers. In so doing, McDonalds should design on the promotional mix that address the element of price, product and market in the way the customer will feel obliged to consume the product. Conclusion From the above discussion, it is evident that the strategic management plan of McDonalds has positioned it as the largest fast food corporation in the UK. This means that its business model is evidently different form other fast food chains. . Part of the strategic drive of McDonalds to increase its competitive edge has been to overhaul the system of food preparation and as evidenced in its recent food preparation system dubbed Made For You McDonalds developed a mutual relationship with its customers since fresher as well as hotter food was delivered to customers; an aspect that led to more consumption of McDonalds food. The overall point in the strategic thinking and management of McDonalds rests on the enhanced flexibility on its customer service, business model and analyzing the strategic edge in light of competitive advantage, business level strategies among others.

Choosing the best project for the company Essay

I would like to thank you for providing me with the essential information from your previous email to analyze the following projects Juniper, Palomino, and Stargazer. This information has provided me guidance with choosing the best project for the company. This email will provide you with the recommendation and proposal of the most beneficial project for the company. The project that fits our company’s expectations and requirements is the Stargazer project. This project is efficient and the expectation of the project being completed on time is high and obtainable. According to the project descriptions, $450,000 has been spent on the product and they average a total of $575,000 being spent in order to bring the product to the market. Even though the dollar amount spent in this project is high, the return on investment for this project is high; by the third year the product is forecasted to have a return of investments of $750,000. The product life of this project is forecasted to be 7 years. Because this product has not been used we would be the first company to launch the product to the market which would create an innovative style allowing our company to be the leader in the industry. The method I used to make this decision was utilizing the feasibility study. This method allows us to determine how beneficial or practical the Stargazer project would be to the organization. The four phases associated with the feasibility study are: operational feasibility, technical feasibility, schedule feasibility and economic feasibility. The operational aspect informs whether the project is worth solving and evaluating for business usage. The technical feasibility allows us to evaluate if the proposed technology is practical. Technology feasibility also informs us if we currently possess the necessary technology to implement the project. The schedule feasibility informs us if the project  deadlines are reasonable, which they are. The economic feasibility informs of our benefits; tangible or intangible benefits. The key deliverables for the project are not just the clients but also the external stakeholders. The break-even analysis is a financial analysis tool that determines if the project needs to be justified in terms of cost not the benefits. This is why this tool was not utilized in the decision for the Stargazer project. Based on the break-even analysis for the Juniper project it basically shows the company will not, or barely break-even, during the life cycle of the production due to technology advancements causing this product line to become obsolete after three years. It has a cost of $325,000 and ROI only producing $250,000 for the two to three years of production with the third year being the end of life for this product. If the company chooses the Palomino project it will also have a hard time breaking-even and producing revenue streams over the life-time of the production with a 5% margin of error with the seventh year being the end of life for the product. The strength of the economy plays a large determining factor in this forecast due to 5% differential in the life cycle of this product. Palomino will cost $655,000 with the ROI being $450,000 over a five year period with that 5%, plus or minus, margin of error. Profit would then start to be recognized in the sixth and seventh year of the life cycle which is way too long. Each of the five phases of the project management was evaluated in order to reach the best decision. Initiating, planning, executing, monitoring and controlling and closing were the primary outline for the decision. Project management requires processes to be done at each of these levels in a detailed step. These steps outline the idea into a general flow for the best project.

The New Fuss About Essay Topics for Catholic Reformation

The New Fuss About Essay Topics for Catholic Reformation Essay Topics for Catholic Reformation - the Conspiracy These were religious orders intended to evangelize the ordinary individuals. Generally, it takes as much as two hours of time to comb through dozens of sites until you discover something exciting to write about. All of us wake up each morning a bit more Protestant. Our kids are accustomed to these inventions and think nothing of those. Over the subsequent couple of months. They used music and singing to draw the faithful. At the exact same time, colleges and universities were popping up around the area. Resume and finish the video. Now the whole world watches in actual time and graphic detail. The essay isn't the simplest task to master. Thesis statement makes the aim of the paper clear. Reading example essays works exactly the same way! To begin writing your assignment you would want to encounter an interesting and promising topic. The goal of the art was supposed to refurbish Catholic centrality and dominance. Think about the revolution which has been caused by the invention of computers and the net. The teacher may have to provide models or instruction on developing a bibliography or works cited. Teresa was given the job of developing and writing about the best way to perfection inside her love and unity with Christ. The dramatic impacts of the Reformation may still be felt today. John was employed as a spiritual director. I've been thinking about Christianity for my entire life. The fabric wasn't merely the organization of the church but the encouraging idea of giving a method of salvation also. As a consequence, similar charitable women groups started to appear in different nations, such Spain and France. When one considers its definition or the character of mysticism'', a typical misunderstanding exists that if one is to be a mystic they are expected to seclude themselves physically from the outside world to get this sort of experience. The Little-Known Secrets to Essay Topics for Catholic Reformation Several them are in reality contested. You ought to be proficient in the topic, have an overall idea about the chosen issue and figure out how to get the best arguments to demonstrate your thesis. Read the passage in the next link and complete the chart. More can be explored by following a number of the sources given below. Still, every one of them would show up in the overall list. Just contact us with the details and we'll be pleased to assist you with your requirements. This list is known as the 95 Theses. Explore this info. Essay Topics for Catholic Reformation - Dead or Alive? This ought to mark the start of the argument. They were sold for a number of grounds. These, consequently, needed the vehicle of a church to express their faith. On the other hand, the council's pronouncements on music proved not the very first try at reform. Initially the motion proved to be a self-generated one. In this instance, they could create a modern state. Accordingly, from the above mentioned discussions, it's evident that the result of a religious movement can't ever be explained solely by religion as observed by James D. Tracy. Please be conscious of the new movement. Religions like Lutheranism are an immediate consequence of the Reformation. To say that the Protestant Reformation had a fantastic influence on the world is a huge understatement. There were an amazing many things that resulted in the Reformation and finally. According to Reformation views, every man or woman may and ought to pray straight to God. Alongside the religious results of the Reformation and Counter-Reformation came deep and lasting political alterations. As an example, Calvin believed in the thought of predestination. This gave him the chance to appeal to a number of the influential political and financial groups which were attracted to the theology of Calvin and Luther. I'll discourse the simple fact that much of what Luther stated. The Council of Trent marked the start of the Counter Reformation. Reformation started to spread through Europe before and in this moment. We can't go over the Counter-Reformation without initially discussing the Reformation. In the start of the 16th century, many events caused the Protestant reformation. Officially, all these many churches are deemed equal. The attacks on the monasteries aren't thought of as a reformation novelty. He urged for the conclusion of the custom of granting indulgences. Due to the Protestant and Catholic Reformations women began to get involved in various movements, for example, church reforms. Non-Catholics may not take part in Communion. Additional the clergy did not reply to the population's needs, often since they did not speak the local language, or reside in their very own diocese. Due to each of these complications, The Pope started to get rid of power. The Jesuits did this with the aid of their military pursuits.

My Life Experiences With Healthcare - 848 Words

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My Life With A Family - 869 Words

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Business Protocol Versus Personal Values Free Essays

Saint Leo University Business Protocol versus Personal Values MBA 525 Dr. Angelita Howard Wonda Falcher September 9, 2012 Protocol versus Personal Values Gan, PhD (N. D. We will write a custom essay sample on Business Protocol Versus Personal Values or any similar topic only for you Order Now ), â€Å"All people have his or her set of personal values that come from society, families, religions, and experiences†. Companies know-a day’s try to onboard people whose personal values lattice with the company’s. However, one’s personal values will eventually conflict with organizational business protocols because any business looking to make money is not always going to make decisions based on people’s feelings. A business at some time must decide to do what is best for the company and sometimes the decision is not necessarily what’s best for the employees but more so for the board of trustees. That, in my opinion is when one’s personal values are in conflict with organizational/interpersonal business protocols. Most people govern his or her life based on personal upbringings, social norms, and values instilled by one’s family. However, business practices are governed by what drives the company and oftentimes its money. Nevertheless, unless the conflict is illegal, unethical, or immoral I would do what the organization desired for me to do in order for the company and myself to be successful. To expound, if the conflict between one’s personal values and the companies business protocol is illegal it’s an easy conflict to resolve due to edict that governs the impasse of the situation or conflict. One should never choose illegal means over one’s personal values that ensure one’s integrity is â€Å"above board† and beyond reproach. However if the conflict is ethical one must weigh personal values versus the company values and then decide if one’s values outweigh the circumstance and leave the company. There is another way one should look at an ethical situation or conflict. As long as the ethical dilemma is not so personal that the conflict diminishes one’s view and confidence in and of the company and one’s personal outlook one’s livelihood would not be affected. Beyond the legal precepts, ethical dilemmas hinge upon the one’s personal views versus company prosperity. A gray area in which an individual must consider whether his or her personal views are consistent with or even more so in-line with his or her corporate culture. Some personal values weigh heavier than others, Integrity is one of my personal highs, therefore, I will not lie just to ensure the betterment of the company; nor will I engage in activities’ that are illegal. But, all dilemmas are not black and white, the gray areas pose the most ambiguous and challenging situations for most individuals. For example, a co-worker may take a shortcut to accomplish certain goals, via omitting or circumventing certain protocols. Although not illegal, I’m placed with the dilemma of whether to report such activities/shortcomings or turn a blind eye as no one is hurt by the impasse; however, the company is productive by the individual action. A gray area, although wrong from my perspective, infringing upon my personal morals, it poses no illegal activity; therefore, can be construed as acceptable behavior. Choices between personal and corporate values are not always straight forward. From a legal perspective right is right and wrong is wrong; however, whenever there’s a lack of legal jurisprudence or behavior/corporate philosophy choices between person and corporate values can collide. References Gan, PhD, J. (N. D. ). Ethical Dilemma Reason 3. Retrieved from http://www. succezz. com/Articles/business-ethics-dilemma-reason3. html Buzzle. (2000-2009). Management Concepts – The Four Functions of Management. Retrieved September  9, 2012, from http://www. buzzle. com/articles/management-concepts-the-four-functions-of-management. html How to cite Business Protocol Versus Personal Values, Papers

Lufthansa listening to customers †Free samples for Students

Questions: 1.For a traveler flying with Lufthansa, what exactly constitutes the service offering? 2.Identify the tangible and intangible aspects of the service? 3.What are the main aspects of the service that distinguish it from physical products? 4.What criteria might customers consider when selecting an airline for business travel? 5.For physical products, the buyer can touch, see or feel and compare alternative offers before deciding which brand to purchase. Taking into account the relative intangibility of airline services, how might an airline customer determine the choice of carrier? 6.How would the marketing of a service offering differ from that of physical products? Identify the main ways in which the service provider would adapt its marketing strategies to create a competitive advantage. Answers: 1.Answer- Lufthansa has with time merged as one of the fastest growing airline brand and because of its services and good brand name it has turned out to the best and most in demand by the people travelling to international places(Hauser, 2015). Most of the people prefer this airline because of the best services and all the things provided to the maximum and full satisfaction of the people. So for a traveler who is flying with Lufthansa, the airline offers to him a great number of services. To grow the demand and make a maintainable image the company offers services which satisfy the demand and needs of the passengers to the fullest. The company provides to the passengers the best cabin crew, the better infrastructure, attentive and well experienced cabin people and the well trained pilots, the new and well-shaped fleet of planes and the best technicians for the people. So the company offers the key service to the passengers is taking care of them and concentrating on them. Hence, they term you as the key service offering. The company, Lufthansa, claims that taking care if the likings and dislikes of the people who are travelling is the most important part ad it is because of this only the people are drawn towards you and to join and travel in your airlines. So, Lufthansa stresses on taking care of the people who are travelling with them and for them the person travelli ng has the supreme power and all the care should be done for him. 2.Answer- any service is such which satisfies the needs and demands of the consumer or the person who has desired for such a service. Earlier only goods were considered as something which would satisfy the needs of the people,(Hauser, 2015) but it is not such. The services are like intangible goods, which cannot be touched, just felt. The services are provided by a lot of people and many people take on services in order to be satisfied. The services which are rendered are for a cost, just like the goods. The customers who take on a service, to get their demands and needs satisfied, pay for the services. The service sector has hence, emerged to bet the fastest growing sector in the 21st century as almost every day we depend on someone or somebody for a service. The service which one takes can give a tangible, which can be seen and touched aspect. Whereas the other aspect is the intangible aspect. The tangible aspect of the services can be taken as the infrastructure which is offered to the customers, the quality of food and products used, and anything which gives a sense of touch. The intangible aspect can be the satisfaction, the sense of dependency, the happiness which one received after getting the services and the anything which is felt by the customer and is psychological, something which cannot be seen or touched. 3. Answer- Physical products are anything which can be seen or touched. They are also something which can be consumed and have a tangible effect(Toporek, 2016). These goods can be anything ranging from food products, to books, to groceries to make up kits, from clothes to anything which can be touched and have a physical form and presence. These goods tend to give satisfaction to the people who want to consume such products and they give sense of joy and comfort that they have got the item. With advent in the technology and growing market and with growing needs and diverse tastes, one new form of products have come prevalent like services which give equal satisfaction to the needs of the consumer, known as services. Services are things such as saloon services, from the helper, of doctor, or teacher, or anyone which tends to provide you with something which satisfies your need and demand. So service and physical products can be distinguished on various grounds. The physical products as the name says can be seen and touched and have a physical appearance. The services are of intangible nature and it can only be felt. One can choose from the goods from its outward appearance whereas no outer appearance of the services. Physical products may have a shelf life and can also be retained for the future use. But the services cannot be kept; they have to be consumed as soon as they are rendered. Hence both the physical products and services can be distinguished from each other but one tends to pay a price for both of them. Both are done to satisfy the needs and demands of the consumers and with growing passage of time services business has started to emerge a lot. 4. Answer- When a customer is choosing things, or when he has to choose something from a number of options, there are various things which the person might consider. From the cost, till the comfort, value for money, etc., there are many factors which are considered before deciding upon a product or services. Hence, a number of things are evaluated before a decision is arrived at for choosing something from a wide range of options. When people are deciding upon an airline for the business travel, they tend to consider a lot of things before deciding upon the airline as they would be spending a lot to get the facilities and they would want a nice experience for the journey which they are going to embark on. Hence, while choosing an airline for business travel, the following factors are kept in mind during selection. The customer would choose the best infrastructure, the airline which would provide comfortable seats. The crew should be vigilant as well as should be ready to help and should be trained. The atmosphere should be perfect and the airplane should be well cleaned and cozy. The comfort during a business class travel is mist, which should be carefully taken care of. The travel fare should be not too extravagant. The airline chosen should match the status of the person travelling. There should be a good gap between the economy and the business class and the people should be taken well care off. The trip should be totally value for money Hence, following are the factors which should be taken care off while selecting an airline during business travel. 5. Answer- while purchasing physical products, people have an advantage that they tend to see and even feel what they want to buy. They can judge the product, they can see its worth, and they can even take a trial of it and then decide whether it is worth the purchase or no. this is the biggest advantage of buying the goods which have a physical form or existence as the physical presence allows the consumer to evaluate the worth of the good and the satisfaction which one would receive from it. It helps in letting the consumer know that the good which he would be purchasing would be worth the buy and will it satisfy his or her expectation and demand or no. But while taking the services there is no chance of getting a trial. It is like a do or die situation. Either you take up the service and pay or just do not avail the service. So while deciding upon an intangible product people tend to go on the face value of the things and even what the previous customers have to say regarding the product. Similarly, while choosing an airline carrier, people firstly tend to see the face value, the picture of the aircraft and the services it provides. The feedback is taken from the people who have already travelled and even the sources such as magazine and newspapers can be taken to know about the airline company. Such sources, help in deciding upon the airline agency. 6. Answer- as the physical product differs from the services; the marketing of both these things too would differ. While the physical products may be given out for trial and to be touched and experienced, the services are mostly offered at discounted prices. The marketing of the services would also include surveys and the feedbacks of the people who have already experienced such services. The physical products may be displayed and the people may be attracted to them, as the physical products can be made eye appealing for the people so that they stand out and are chosen by the people, but such things cannot be done with the services. The services cannot be displayed; hence the people are just attracted to use the services by offering discounts. The service provider can put his marketing skills as an advantage in the following ways- Showing through images and videos what level of infrastructure they provide Showing the feedback of the customers who have taken their services before. Showing their rating and articles in the newspapers and other form of media. Attracting people by offering them discounts of the services for a certain period of time. Showing how they stand out from their competitors. References Hauser, M., 2015. Listening: Processes, Functions and Competency - Page 203. London. Seiden, J., 2017. Sense and Respond: How Successful Organizations Listen to Customers. London: Springer. Toporek, A., 2016. customersthatstick.com. [Online] Available at: https://customersthatstick.com/blog/the-importance-of-listening-in-customer-service/ [Accessed 14 May 2017].