William Faulkner’s As I Lay Dying Essay -- As I Lay Dying 2014

â€Å"The past is never dead. It's not even past.† ― William Faulkner In William Faulkner’s As I Lay Dying, characterization, specifically through the multitude of narrators, transforms an otherwise pedestrian plot into a complex pilgrimage to the truth. As I Lay Dying is told from the perspective of fifteen different characters in 59 chapters (Tuck 35). Nearly half (7) of the characters from whose perspective the story is narrated are members of the same family, the Bundrens. The other characters are onlookers of the Bundrens’ journey to bury their mother, Addie. Each character responds to the events that are unfolding in a unique way and his or her reactions help to characterize themselves and others. â€Å"†¦each private world manifests a fixed and distinctive way of reacting to and ordering experiences† (Vickery 50). They may choose to constrain their reaction to the realm of audible indulgence in the form of word, through the actions they take, or by reflecting upon the situation in contemplation. These responses shed light upon what kind of personality each character possesses. On a conscious level the characters make decisions based upon three criteria. They can act on sensation, they can use reason for guidance, or they can act upon their innate intuition. â€Å"Faulkner is able to indicate the particular combination of sensation, reason, and intuition possessed by each of his characters†¦ through a subtle manipulation of language and style† (Vickery 51). Faulkner portrays each character through their thought process and thus characterizes them as the product of their choices. The eight non-Bundrens, friends, neighbors, and onlookers alike, are employed by Faulkner to characterize the family members, however the credence of t... ...s against us lazily† (Faulkner 158). Works Cited Campbell, Harry Modean, and Ruel E. Foster. A Critical Appraisal. New York: Cooper Square Publishers, Inc., 1970 Faulkner, William. As I Lay Dying. New York; Vintage Books, 1985 Kinney, Arthur F. Faulkner’s Narrative Poetics Style as Vision. Amherst: University of Massachusetts Press, 1978 Magill, Frank N. â€Å"William Faulkner.† Critical Survey of Long Fiction. Englewood Cliffs: American Libraries, 1985 Morris, Wesley. Reading Faulkner. Madison: The University of Wisconsin Press, 1989 Tuck, Dorothy. Crowell’s Handbook of Faulkner. New York; Thomas Y. Crowell Company, 1964 Vickery, Olga W. The Novels of William Faulkner A Critical Interpretation. Baton Rouge: Louisiana State University Press, 1959 Wadlington, Warwick. As I Lay Dying: Stories out of Stories. New York: Twayne Publishers, 1992

A Saxon Noble serves King William the First :: Papers

A Saxon Noble serves King William the First About twenty years ago I made my submission to William of Normandy when I saw that we Saxons could no longer resist the rule of William and his knights and men-at-arms; they were simply too strong and well organized to be effectively resisted. My friend Hereward, known as the Wake, held out of for eight years in the Isle of Ely, in the Fens but then even he had to submit. I realised that if we Saxon nobles continued to resist we would lose our land, our animals, our crops, our houses and possibly our lives. Several of the Saxon lords in Yorkshire and Northumbria had all their land laid waste and the peasantry who served them barely survived and many died from starvation. They called it the Harrying of the North. That showed just how ruthless William could be. In the year 1069 we seven gesiths of Warwickshire and the West Country held council together to decide what we should do. We decided not to play heroics since that would be like sentencing most of the geneats, geburs and kotsetlas to starvation and death. These were our people; they depended on us. We seven gesiths decided to go to William’s court together and discuss terms. William was surprisingly generous to us, although he did insist that we should all pay homage to him and give him whatever service he would demand. For example he wanted our help in bringing criminals to justice and he also wanted us each to raise a troop of knights and men-at-arms to give him military service when he needed it. He wanted provisions too from our estates. He re-organized some of our estates, taking away some of our lands for his Norman, Poitevin and Angevin knights, but giving us other land in its place. This had the effect of mixing our Saxon ruling class with the new foreign ruling class of Normans and others. I didn’t particularly like this but I couldn’t see any alternative.

The Holocaust Essay -- History German Jew Nazi Genocide Essays

The Holocaust †We are the children of the holocaust. We are both Germans and Jews. We are the children of the victims. We are the children of the oppressors. We started out on opposite sides but the memory of the holocaust will join us forever. We shall never let the victims be forgotten, for if we do, we will forget that the perpetrator can be in all of us.† This poem expresses quite well the sensation that most individuals feel when they hear the word â€Å"Holocaust.† Although they may not have been there, or known someone who was, they may still feel an underlying sadness or anger due to the events that took place during World War II. I myself am neither a Jew nor have German decent, and I too become emotional at just the thought of such a devastating occurrence. It is in this sense that I will discuss how the Holocaust has affected not only the Jewish world, but other peoples as well. In 1933, the Nazi party began their reign in Germany, under the malevolent dictator Adolf Hitler; his role as â€Å"prime minister† of the county lead to the temporary suspension of civil rights for communists and Jews. The first concentration camp, known as â€Å"Dachau† was erected, which contained over two hundred communists, and all books that included ideas and concepts contrary to Nazi belief were burned. Jewish newspapers were not allowed to be sold in the streets, and as Hitler’s power became more and more apparent, he gained the title of Fuhrer, or â€Å"Leader of Germany.† His charismatic ways charmed many people into believing that his ideas were conceptually sound, and within only a few years, the Jewish people were stripped of their liberties, including their right to vote. In 1938, on Kristallnacht the Nazi regime terrorized Jews throughout both Germany and Austria; over 30,000 Jews were arrested, having their licenses revoked, car registrati ons taken away, and securities and jewels stolen as well. Upon the acclimation of World War II in 1939, when France and Britain declared war on Germany, Hitler ordered that all Jews must wear a yellow Star of David, in 1940, he began the deportation of all German Jews to the country of Poland (Morretta). Once in Poland, the Jews were forced to reside in ghettos and concentration camps; in 1942, the â€Å"Final Solution† planning had begun by Hitler and his Nazis regime, and by 1943, eighty five percent of all of the Jewish people that ... ... the Holocaust itself, as devastating as it was, may have happened for the Jewish people to acquire a larger capacity than others for forgiveness and understanding. This idea rings true for every other human being in the world as well, because once again, â€Å"We shall never let the victims be forgotten, for if we do, we will forget that the perpetrator can be in all of us.† 1 This poem was written by Rudi Raab, and is from The Acts of Reconciliation Project, where Germans and Jews met to build a common ground. 2 â€Å"The Night of Broken Glass† 3 An elaborate plan of mass genocide in which the Nazi officials would annihilate all European Jews. 4 This poem was written by Rudi Raab, and is from The Acts of Reconciliation Project, where Germans and Jews met to build a common ground. Works Cited Feig, Konnilyn. Hitler’s Death Camps: The Sanity of Madness. New York, Holmes & Meier, 1979. Jacobs, Alan. â€Å"Auschwitz/Birkenau.† http://www.remember.org/jacobs/index.html. 1996. Morretta, Theresa. â€Å"History of the Holocaust: Timeline.† http://www.remember.org/educate/mtimeline.html. 1997. Watts, Franklin. "Auschwitz and the Allies." Voices of History 1942-43 .New York, 1943.

Compare and Contrast Grandparents’ Importance Essay

â€Å"Few can bring the warmth we can find in their embrace, and little more is needed to bring love than the smile on their face. They’ve a supply of precious stories, yet they’ve time to wipe a tear, or give us reasons to make us laugh. They grow more precious through the years. I believe that God sent us Grandparents, as our legacy from above, to share the moments of our life as extra measures of His love. †(www. the parentsday. com) Some kids really don’t realize how much they lose when they don’t spend enough time with their grandparents. Grandparents are extremely unique people who should truly be idolized, there aren’t many people like them who: will always care, will love unconditionally, and have lived through very tough times that most teens couldn’t understand. One of the most important reasons why grandparents should be idolized is that, grandparents are the type of people that will always care about their family. Census figures released recently quantify what experts have long noted as a growing phenomenon: The number of children being raised by grandparents–4. million–is at an all-time high, surpassing the population of children in foster care (Haynes V, Dion, www. grandparents. com). The growing number of grandkids being raised by their grandparents just shows how much grandparents truly care about their family. There is a reason elderly people always ask you if you’re hungry, or cold, or if anything is wrong too, grandparents don’t want their grandkids to suffer in the slightest bit. They want to make sure all is well. Another reason grandparents should be idolized is, there aren’t many people in the world that, no matter what you do wrong, will love you as if nothing at all had happened. Unconditional love isn’t a very common thing to come across, but grandparents tend to have it for each and every one of their grandchildren. Going to grandma and grandpa’s house normally means getting a face stuffed with junk food, getting little gifts just because, and getting called all those cute little nicknames that they give the grandkids. Most people will agree with this if they have a grandparent and will say that it is because they just want to show their love for them. Grand kids can do no wrong in a grandparent’s eyes, at least that’s what they say. It must take a lot of strength to push every little, bad thing someone has done, and just forgive them completely like nothing ever happened. Because of all the technology that exists, people in today’s times have it pretty easy compared to when grandparents were teenagers. They had to put up with more than people do now. About 7 million people served on active duty during the Korean War Era making them veterans of war. 997,000 people also served during WWII; 347,000 during the Vietnam War; and 291,000 during all three wars (www. vnf. org, Office of Veteran Affairs). These statistics prove that there is a large chance that an individual’s grandparents participated in at least one, if not more than one, of these wars. Besides the war, there is also the fact that there was way less technology back then. There were no televisions, no iPods, no cellphones, and no video games. They actually had to entertain themselves by using imagination, going outside, and not being lazy, which is very rare in today’s society. Most kids wouldn’t even know what to do with themselves if they didn’t have all the precious technology they do, and for that reason alone, people should look up to their grandparents. As a consequence of people not recognizing these amazing characteristics grandparents have, grandparents tend to taken advantage of. People need to spend more time with their grandparents to make them know they are appreciated. Grandparents don’t expect anything in return for their love, but try to make the feeling mutual. Everyone deserves a lot of love. Doing something as simple as taking them to lunch will surely brighten their day. Just take a minute and think about a grandparents impact on a child’s life, it truly is great. Anyone can see that grandkids should look up to their grandparents, there aren’t many people like them that will love you no matter what, will care for you, and have been in situations far more difficult than people deal with today. Because of all these things, grandkids should spend more time with them and love them as much as they possibly can back. It takes a lot to care and love and live through, what we consider bad and boring times, and come out, still a completely remarkable kind of individual that people can look up to. Grandparents always care about their grandchildren, even if the grandchildren deny it, grandparents love and care for them, no matter what happens. Grand parents are like parents, minus all of the fighting and the screaming. As Rudolph Giuliani said, â€Å"What children need most are the essentials that grandparents provide in abundance. They give unconditional love, kindness, patience, humor, comfort, lessons in life. And most importantly, cookies. †

Humorous character Essay

Hereafter, Shakespeare decides to extend Bottom’s appearance of silliness even further by transforming his head into a donkey’s head, which, according to the story, is the result of the fairy, Puck’s exertion. After that little incident, Bottom’s mates start to flee in anxiety. Bottom is obviously confused why his buddies are running away from him, since he doesn’t know that his head has been replaced by a donkey head. When doing this, Shakespeare uses the dramatic irony-technique again to increase the hilarity for this scene even more. – The audience is aware of the ass head, but Bottom is not – He’s striding around all over the stage, confused why his mates ran away from him, but his pompous attitude is not all gone yet, so instead of asking them, why they’re running away from him, he chooses to believe, they’re just messing about with him. So when they’re all running away in anxiety, he shouts, that he’ll not be afraid of their little joke. Bottom just want to keep his pride, whatever it takes to do so. For that reason, he randomly starts to sing about birds. – Which after my opinion is a quite ridiculous thing to do just suddenly. To his surprise, he’s overheard by Titania, the fairy queen, who Puck has also messed around with, to make her fall in love with the first creature she set her eyes on. This creature turns out to be Bottom the weaver. She hears his song and falls madly in love with him. – It is humorous that the high class fairy queen, perhaps a beauty beyond everything else, falls in love with a low class guy, whose head has the same figure as the head of an animal, which is most likely considered one of the most unintelligent and stubborn mammals in the world. (I bet Shakespeare took this into account when he was writing the play). This is clearly shown when they’re speaking. Titania says something like: â€Å"Be kind and courteous to this gentleman†¦ † and she nearly makes a whole poem out of her speech, with lots of long poetic words. Bottom will respond with something that he think himself is a hilarious joke; ‘well-thought’ and ‘intellectual’ – Not quite, but Bottom doesn’t know, because he’s still got his pompous attitude. Shakespeare had most certainly been thinking thoroughly about the names of the fairies, that Bottom was about to meet when Titania had convinced him to go with her, because he wanted to make Bottom come up with a joke for each and everyone of them – A fairly bad joke of course. Shakespeare knew that Bottom still had this pompous attitude going on, but he also knew that Bottom was a somewhat stupid character. It requires a certain level of intelligence to come up with good jokes, which will make listeners laugh or at least produce a bit of giggling. – But Bottom doesn’t have that intelligence. The thing that makes Bottom funny is not his jokes, but his belief that his jokes are good and the amount of time he’s spend making them up.

How are individualism and collectivism presented in Ayn Rand’s “Anthem” and Yevgeny Zamyatin’s “We”? Essay

Early twentieth century literature saw the invention of the dystopian literature genre, which is characterized by a society that has become dysfunctional due to a particular philosophical flaw, in this case, altruism and collectivism. This essay investigates how the themes of individualism and collectivism are portrayed in two early twentieth century works: Yevgeny Zamyatin’s We and Ayn Rand’s Anthem. We was selected as the subject of investigation due to its originality – Zamyatin was considered the inventor of the modern dystopia. Anthem’s selection was due to its common themes with We, but naturally different treatment of the themes. Specifically, the essay addresses how the treatment of these themes fit in context with the writers’ backgrounds and then-current societal trends, how the settings are structured such that individualism is oppressed, the flaws of these settings, as well as how dormant individualism is reestablished in plot and characterization. The investigation concludes with the evaluation that the treatment of individualism and collectivism differs in setting but is similar in characterization and plot, both showing how such societies are dysfunctional in that pure collectivism and altruism are values that are incompatible with the human soul. It also raises questions concerning Zamyatin’s influence on Rand and the converse ethicality of the works. It is almost universally true that in every major culture or religion, selfishness is regarded as a trait undesirable and immoral in its very core. Society labels selflessness a crucial virtue, but in truth, nothing is that black and white. To conform completely to this fallacy ignores what makes up a human being. Individualism is innate, and societies that seek to eradicate it are doomed to fail. The early twentieth century was a significant time in both history and literature. Marxist ideologies were gaining momentum during this time, as the global community saw the birth of the Soviet Union, a controversial manifestation of an altruist ‘utopia.’ These ideas surrounding Marxism and its perspective of utopian society were consequently expressed in literature of the time, birthing dystopian literature, in which the ideas of individualism and collectivism are fundamental. The treatment of these themes in literature is significant due to their human-centric natures. The contextual and philosophical weight of the themes further reinforces its significance. The universalities found in these works also show a common base of the human psyche, in that both works were similarly written in response to then-current world issues. Even though political significance has faded away in time, today there is still plenty debate surrounding the importance of self-recognition in every culture. These works carry with them an insightful ethical message concerning how we ought to live as humans. Although individualism and collectivism is core in dystopian literature, the writers convey these themes differently, each producing their own distinctive portrayal of Marxist ambition gone rogue. Ayn Rand’s Anthem and Yevgeny Zamyatin’s We use plot, characterization, setting, and symbolism to show that the ‘soullessness’ necessitated with collectivism and altruism is incompatible with human nature. CONTEXT Both works were likely written as the authors’ personal criticism of the flaws of Marxist Russia and collectivism. Due to the varying nature of the authors’ personal backgrounds and experiences with Marxism, the treatments of the themes in the works are different. For this reason context is worthy of discussion. We was written by Yevgeny Zamyatin, a Russian engineer, in 1920-21 (Zamyatin). In 1917, Bolsheviks, a Marxist party, took control of Russia, finally establishing the USSR in 1922 (Colton). We is Zamyatin’s own warning of how then-future Marxist Russia would be like once the Bolsheviks were to actually reign. These ideas, which include the rationalization of labor and ambitions for space exploration – both of which indeed, were or became realities – are central to the work. Zamyatin himself was once a Bolshevik before betraying it, and is thus likely to have supported some Bolshevik ideas, since ideas such as space exploration and rationalization of labor are described in positive light in We through the INTEGRAL and OneState’s technological advancement (Kukushkina). Ayn Rand, a Russian-born naturalized American citizen, wrote Anthem fifteen years after the We’s conception. Like We, Anthem is Rand’s personal interpretation of sustained communism in the USSR. The USA, renowned for its principle of individual liberty is likely to have influenced Rand, who herself found Objectivism, a philosophy advocating individualism, the importance of ‘ego,’ while strongly opposing collectivism (Messenger). On objectivism, she states: My philosophy is the concept of man as a heroic being, with his own happiness as the moral purpose of his life, with productive achievement as his noblest activity, and reason as his only absolute (About Objectivism). These ideas are reflected strongly in Anthem, which satirizes society in which productivity and reason are rejected in favor of communism. Rand and Zamyatin’s similarly Russian but different occupational backgrounds are attributable to the works’ thematic similarities but different styles. Although both works satire collective society, We is written in a humorous and sardonic tone, while Anthem’s tone is dark and desolate. Zamyatin’s engineering-background, Bolshevik experience, and future conflicts with the Bolsheviks enabled him to be more objective, contrary to Rand’s idealistic approach against collectivism, influenced by her background as a philosopher. Additionally, the works were written during different times. We’s earlier conception made the industrial revolution a more socially relevant issue, hence We’s industrially-advanced setting. The momentum had likely already disappeared at Anthem’s conception. OPPRESSION OF THE SOUL AND EGO Individualism is core in both We and Anthem, although they are represented differently, as soul and ego, respectively. Both words denote the individual; the sense of self that makes people human. Both works portray societies aimed at removing this soul and ego from its citizens in favor of altruistic collectivism, in which the people serve only one purpose: to serve the collective state. OneState is futuristic and technologically advanced. It stresses the importance of talent and intelligence, shown through the prevalent motif of mathematics, and emphasis on the prestige of D-503’s job as an engineer for the INTEGRAL. In OneState, humans – in which intellect and talent is integral to their existence – are made altruistic and used by OneState as mere tools for the good of the state, as seen in these passages: Everyone who feels himself capable of doing so is required to compose treatises, epic poems, manifestos, odes, or other compositions dealing with the beauty and grandeur of OneState (Zamyatin 3). Zamyatin’s objectivity is seen in OneState’s depiction as an anti-utopia rather than dystopia, as he acknowledges likelihood that then-current political conditions may accommodate rapid technological advancement, albeit with fatal, dehumanizing repercussions. Dystopias and anti-utopias differ in that dystopias literally mean ‘bad place,’ whereas anti-utopia means an originally utopian place with a fatal flaw, and these differences are seen in the two contrasting settings (Dystopia). Zamyatin’s technologically advanced depiction of OneState alludes to the industrial revolution, which itself gave rise to communism with the rise of proletarians. (Engels) With the industrial revolution’s emphasis on productivity, humans in We are literally dehumanized and used as machines for the productivity of the state in order to fulfill this need. They are described as, â€Å"Not men but some kind of tractors in human form (Zamyatin 182).† Oppositely, Anthem occurs in a dystopian, dark, intellectually stunted future where technologies have been abandoned. This primitivism is caused by hazards of inequality and prejudices associated with the presence of any form of intellectual-superiority, as stated here: It was not that the learning was too hard for us. It was that the learning was too easy†¦ It is not good to be different from our brothers, but it is evil to be superior to them (Rand 23). Rejection of intellect is ironic as it reverses what is perceived to be good in conventional norms, and serves to reinforce the dysfunctional nature of a collective society brought to its extreme. In the works’ settings, the application of technological development and intellect define how the sense of self is deprived. Despite contrasting dissimilarities in the technological setting of the works, both are due to society’s false perceptions of what is good, and both dehumanize people into purely altruistic beings. We’s rationalization of labor and high value on utilitarian citizens eliminates D-503’s freedom to think humanly, dehumanizing him into mere force of productivity – OneState’s mathematician. Anthem’s oppression of thought eliminates Prometheus’ identity as an individual – someone with individual intellect, superiorities, and desires. Both works represented altruism as self-sacrifice and a loss of freedom and identity. Anthem and We’s settings’ differences are also influenced by the authors’ personal views. Zamyatin believes that the state does not suffer from selflessness. In fact, the industrialization of human intellect leads into significant progress, but the individuals who constitute for the state are the ones that suffer. Conversely, Rand’s idealism is expressed in her conveying altruism as fatal to both the state and its people. Although OneState encourages intellect and talent, imagination is prohibited, similar to Anthem’s prohibition of innovation. Imagination’s absence in OneState establishes a satirical paradox, which Zamyatin uses to criticize its elimination. Conventionally, imagination and creativity is necessary in the arts, but the opposite is true in OneState, as said by D-503: Why is the dance beautiful? Answer: because it is non-free movement, because all the fundamental significance of the dance lies precisely in its aesthetic subjection, its ideal nonfreedom (Zamyatin 6). Imagination and innovation are incompatible with a collective society because they are strictly individual. Chopin’s compositions are unique to his own musical imagination, as Beethoven’s are to his own. One’s own sense of imagination or innovation cannot be shared with another’s and therefore must be eliminated, as stated in this excerpt from Anthem in which Prometheus’ invention is rejected: What is not thought by all men cannot be true†¦ What is not done collectively cannot be good†¦ Many men in the Homes of the Scholars have had strange new ideas in the past†¦ but when the majority of their brother Scholars voted against them, they abandoned their ideas, as all men must (Rand 73). Like Zamyatin, Rand censures collective society by constructing a case so absurdly opposing what humans typically define as good – in this case, innovation. Like the arts, rigidity is also found in numerical names, which exist in both societies to ensure that individuals cannot be easily differentiated from each other. For example, D-503 would not be easily differentiated with another individual with a name: D-504. Words connoting collectivity, such as Equality, and Union are selected for names with intentions of emphasizing the residents’ non-identities as an insignificant part of a collective society. Numbers are also meaningless and have no ties with emotions that may suggest any singularity, which opposes conventional belief that names are a part of man’s own identity, and for that matter, his existence. Similarly, dealing with speech, censorship of words exists in Anthem. Words connoting individualism, such as ‘ego’ and ‘I’ are removed from their society to make thinking as an individual impossible. However, Prometheus’ ultimate discovery of these obscure words is used to show how ego is too human to be suppressed that censorship would not work: The word which can never die on this earth, for it is the heart of it and the meaning of glory. The sacred word: EGO (Rand 105). Imagination and innovation, which are incompatible with these societies, are suppressed in both We and Anthem through indoctrination. Imagination, which is equated to a soul, is deemed an illness in OneState, and Prometheus’ â€Å"selfish† desire to innovate in Anthem is considered a sin. Absoluteness is equated to happiness in OneState, and D-503 ultimately rejects this idea. Equality is equated to happiness in Anthem, and Prometheus similarly rejects this idea when he disobeys the Council’s schedules to pursue his own intellectual ventures. Imagination and innovation are shown to be instinctive, becoming catalysts for conflict in both works. This again places emphasis on how much innate human behavior must be suppressed for collective societies to ‘function,’ and how even so, this suppression is not sustainable. Although intellect is related to imagination, there is a significant difference between the two. While mathematical intellect is absolute and clearly defined, imagination lacks the absoluteness that is crucial for OneState to function. This absoluteness is reflected in the aforementioned description of the non-free dance. Both settings are strictly planned to ensure the predictability that is necessary for every member of society to be as one. OneState’s residents, for example, begin and end their days at the same time, march in complete unison each day, following the plans set for them by the Table of Hours, similar to how Anthem’s residents also follow schedules set by the Councils. The system of regimented living is, however, flawed, shown when MEPHI revolutions occur in OneState. Systematic predictability conflicts with the unpredictability and spontaneity that are characteristic of humans. When the march during the typically unanimous reelection of the Benefactor is disturbed, chaos occurs in OneState. Slight discrepancies are amplified in an environment ill suited for impulsiveness. The guardians exist to reinforce regimentation, but they cannot with ease. This chaos shows how individualism cannot exist in a collective state, as collectivism necessitates everything’s sameness, despite how different people really are. The revolution was accompanied by I-330’s quote: â€Å"The number of revolutions is infinite,† which reinforces the instability of such totalitarian states (Zamyatin 168). Because predictability and togetherness is needed in both societies, the rationing of sex and the elimination of love is necessitated. Use of in-vitro-fertilization in both societies removes the existence of families. In Anthem, for example, preference is a transgression, and everybody is referred to as ‘brothers.’ Here, the word ‘brother’ does not denote familial relationship, rather equality, since the word ‘brother’ implies likeness to one another. As with other things, sex is also rationed and made technical in We with the use of pink tickets. The presence of multiple sex partners in We serves to make intercourse impersonal and non-exclusive. A monogamous sexual relationship is likely to cause love, which cannot exist in these societies where everyone belongs to each other because love can only occur between two selves. The absence of sex in Anthem’s society is significant, as despite its absence, libido remains extant. Gender segregation is employed to control this, although this is found to be unsuccessful with Prometheus and Gaea’s relationship, which showed how such a system would be unsustainable. This removal of love and sexuality from society contradicts with the conventional idea of happiness. Marriage and family are arguably requisite for mental well-being. Like imagination and innovation, love is universal and found in every culture – genetically predisposed and irremovable from human instinct. Zamyatin and Rand illustrate how collective, loveless societies cannot exist, as love and sexuality are innately human and cannot be eliminated. Like imagination and innovation, the rejection of love in these societies contains an element of absurdity, which leads the readers into believing that collective society is absurd. Additionally, the excessive suppression of human character, which causes these societies to become unsustainable, also shows that collectivism has too many flaws to work correctly. FUTILITY OF PROGRESS AND SYMBOLISM OF TIME Enlightenment philosopher Rousseau once said, â€Å"Slaves lose everything in their chains, even the desire of escaping from them (Rousseau).† Philosophers do not invent ideas, simply stating observations of human nature. It is thus significant to see how despite the centurial time gap between Zamyatin, Rand, and Rousseau, this very same philosophy is mirrored in their works, indicating a universal perspective on human nature. The citizens are able to see clearly past the ‘green wall’ surrounding OneState, where nature has taken control. Despite the people’s awareness of the outside world, they remain in OneState. Similarly, the Dark Forest in Anthem represents a time barrier back to the Unmentionable Times, in which residents can easily go past it, but do not choose to do so, as apparent in this passage: We were in the Uncharted Forest. We had not thought of coming here, but our legs had carried our wisdom, and our legs had brought us to the Uncharted Forest against our will (Rand 75). Both works anticipate that censorship and general indoctrination would cause society to become so unfamiliar with their old, free pasts, that they will not desire their pasts even if they see it. The idle and content nature of the citizens mirror how the general Soviet populace during the time was, in actuality, supporting socialism. These symbolic time barriers allow irony in the plots. D-503’s association with I-330 and rejection of OneState leads him out past the green wall into the MEPHI – who themselves represent naturalness in their nudity. The forest in We represents a more primitive past, and D-503’s desire to move into the forest suggests that a without a soul, technological advancement would be futile and would all eventually go to waste. The stated passage from Anthem supports the idea that despite indoctrination, ‘wisdom’ would ultimately result in ‘returning to the past.’ The forest in Anthem is the opposite of We’s. The hut where Prometheus and Gaea eventually settle in signifies a more technologically advanced past and forgotten knowledge. Their ultimate escape to the technologically superior forest connotes that a collective society such as that found in Anthem would cause progress – represented by technology – to be backwards. The forests’ appropriateness as a symbol of the past is due to its direct relation with nature, which contrasts artificiality. These future dystopias are depicted as socially unnatural and simulated, so it is apt for nature to signify what is natural and normal. Supported by symbolic juxtaposition of forests and artificial society, Anthem and We anticipates an ultimate return to normal, non-collective society, foreshadowed by the protagonists’ escapes from the collective societies in the works. Time alludes to human rediscovery. While We is placed in a setting over a millennium ahead of time, Anthem is likely to have occurred earlier, since it is placed only after typical social systems are rejected in favor of collectivism. Historically, new economic philosophies tend to gain peak popularity in only two to three centuries. Modern capitalism, for example, gained momentum in the mid-eighteenth century and reached its peak popularity in the twentieth century (Peterson). Since Anthem’s society represents the peak of collectivism, its setting is unlikely to have been placed past the twenty-second century. The time settings relates to the social settings of the works. Anthem’s earlier society is shown to be generally content with the collective nature of their lives, because the state hasn’t lived for long enough and the people’s repressed ‘egos’ have yet to reappear. We’s later society is shown to have had more time to become discontented, thus the existence of the MEPHI. Anthem’s plot and protagonist marks the beginning of revolution, whereas We’s plot and protagonist is caught up in the middle of revolution. This trend establishes the fact that in time, the ‘soul’ naturally becomes reestablished. DISINTEGRATION OF ALTRUISTIC ATTITUDES This very reestablishment of ‘soul’ occurs in both We and Anthem as the works’ plot progresses. In fact, plot development in the works primarily concern the protagonist’s discovery of past ideas of freedom, individualism, love, and a subsequent rejection of societal collectivity in this ‘enlightenment’ and realization of the incompatibilities of their egotistic desires with the constraints of their collective societies. We is written as a series of D-503’s journal entries, originally intended to spread OneState’s philosophies in their conquests of space exploration with the building of the INTEGRAL. D-503’s personal pride as a mathematician for OneState is ironic considering his eventual betrayal of the state. Zamyatin employs this irony as means of describing how even the most loyal followers of the state would eventually reject its ideas once ‘enlightened.’ Anthem is similarly written using first-person narration to give personal insight into the development of their ‘souls.’ However, the nature of the conflict differs greatly, which implicates the protagonists’ societal roles, and the works’ settings. Both protagonists in We and Anthem reject their communities because of a desire to be something they cannot be in their societies. These desires are shown to grow coinciding with their discovery of their souls or egos. In We, D-503’s infatuation with I-330 and consequent links to the MEMPHI leads him into abandoning his loyalty to OneState. As I-330’s reintroduces him to love and life outside OneState, he is essentially re-humanized as he develops an imagination and finds life to have more purpose than serving OneState. In Anthem, Prometheus’ initial unhappiness with his role as a street sweeper conflicts with his need to contribute to society. However, Gaea’s relationship only re-humanizes Prometheus partly. Instead, he is mainly reawakened through discovery of his sense of innovation. The plots are structured this way because for conflict to occur there must be an incompatibility between the protagonists and their societies. Both societies cannot accommodate humans with souls, and the souls are developed using love, imagination, and innovation. These motifs are used in the works for ‘enlightenment,’ because they are predominant parts of normal society and are considered key parts of the individualistic soul. They are shown to be inherent as they develop naturally with interaction between chief characters. Women are used as catalysts for ‘enlightenment’ in both works due the exclusively individualistic nature of intimate relationships. Names are also used symbolically in the female catalysts. ‘Liberty’ and ‘I’ denote freedom and individuality, respectively. Both Gaea and I-330 possess individualistic traits and encourage individualism in the protagonists’ part. Gaea, however, is more passive than I-330, who must give more effort to reestablish D-503’s much-dormant soul, compared to Prometheus’ already apparent desire for self-worth. This encouragement of individualistic values is apparent in dialogue from both works, as such in anthem: â€Å"Your eyes,† Gaea said, â€Å"are not like the eyes of any among men (Rand 44),† The statement acknowledges Prometheus’ difference from his ‘brothers’ and marks the beginning of their relationship. OneState does not prohibit intersexual relationship. In fact, it presets them to exist, acknowledging sexual instinct’s inevitability. However, these relationships are kept strictly sexual. D-503’s relationship with O-90 is non-romantic, as was his with I-330 initially. D-503 and O-90 only acknowledge each other as sexual products, and any singularity is disregarded with the presence of multiple sex partners. R-13 is used as an obstruction of exclusivity, which O-90 sees that D-503’s functions can be substituted with R-13’s, therefore disregarding any singularity. I-330’s relationship with D-503 is different in that her character is described as wild and rebellious – distinctly different from other OneState residents and of a strong ego. I-330 acknowledges herself as a singular being – one that wants D-503 as more than just a sexual being – and through her D-503’s dormant soul is reestablished. It is implied that only with the acknowledgement of individuality can love occur, which further emphasizes the importance of individuality for happiness, which is normally associated with love. D-503 and I-330 are a study of contrasts. D-503 represents OneState’s ideals – altruistic, intelligent, and socially beneficial. Contrariwise, I-330 represents the antithesis. Her association with the MEPHI, and her ‘irrational’ nonconformist spirit of self-awareness, independence, and unrestraint – expressed in her smoking and drinking, things deemed forbidden by OneState – contradicts OneState’s ideals. For this very reason, D-503 initially disdains her. However, as their relationship matures, D-503 does not change I-330’s personality. Instead, the contrary occurs. This indicates that I-330’s nature is more in line with human nature. She sees nothing in his nature that evokes a desire for self-reform, but he sees something in her that he comes to desire. Zamyatin shows that the dominant trait is the more human one, suggesting that the characters of individualism and independence are more human than selflessness and confo rmism. CONCLUSION The popularity of dystopian literature in the early twentieth century indicates a worldwide panic of totalitarian states, in which individual freedom is seized that even the freedom to be human is lost to the state. Without doubt, this panic is a sensible one. The societies depicted in the dystopian novels, Anthem and We, where collectivity is rampant, and humans are without their souls and egos, are the quintessence of a repressive Hades. What’s striking is that aside from slight dissimilarities of style, setting, and circumstance surrounding ‘enlightenment,’ both works use similar narration and plot based on the reestablishment of the soul and ego through love, imagination, and innovation, as well as use of females as catalysts for ‘enlightenment.’ For one, these similarities indicate universality on the authors’ perspectives concerning human nature and the inevitability of individualism. Secondly, they raise the question of whether or not We may have, in fact, influenced Anthem, a possibility that warrants further investigation. As said, nothing is entirely black and white. By nature, humans are double-faceted. They are both individualistic and altruistic, and neither trait can be suppressed. D-503’s patriotism and nationalism does dehumanize him, but his lack of individualism does. Prometheus’ innovation is based on both the altruistic desire to contribute to his society, and the need for self-recognition. The extreme collectivism in these works leads to profound introspection of the other end of the spectrum. Here, collectivism has gone unbridled, but how about an individualistic nightmare, for a change? How about a world without â€Å"We,† but only an evil â€Å"I† cancerously devouring man’s own existence? BIBLIOGRAPHY PRIMARY SOURCES Rand, Ayn. Anthem. New York: First Plume Printing, 1999. Zamyatin, Yevgeny. We. Trans. Clarence Brown. New York: Penguin Group, 1993. SECONDARY SOURCES â€Å"About Objectivism.† The Atlas Society. 11 March 2008 . Colton, Timothy J. â€Å"Union of Soviet Socialist Republics.† Microsoft Student 2007 [DVD] . Redmond, WA: Microsoft Corporation, 2006. â€Å"Dystopia.† 28 May 1998. Words at Random. 13 March 2008 . Engels, Frederick. â€Å"The Communist Manifesto.† October-November 1847. Project Gutenberg. 22 April 2007 . Kukushkina, Tatyana. â€Å"The â€Å"Twists and Turns† of Yevgeny Zamyatin’s Life.† The Brilliant Disk (n.d.): 32-42. Messenger, Christian K. â€Å"Ayn Rand.† Microsoft Student 2007 [DVD]. Redmond, WA: Microsoft Corporation, 2006. Peterson, Wallace C. â€Å"Capitalism.† Microsoft Student 2007 [DVD]. Redmond, WA: Microsoft Corporation, 2006. Rousseau, Jean Jacques. â€Å"Rousseau: Social Contract: Book 1.† Constitution Society. 11 March 2008 .

Case-8-Accra-Beach-Hotel Analysis

Mc Donald’s and Subway Services Marketing 2011 Submitted By: Ankit Singh Mc Donald’s and Subway Table of Contents CORE SERVICE AND VARIOUS SUPPLEMENTARY SERVICES†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.. 5 FACILITATING SERVICES †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.. 8 ENHANCING SERVICES †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢ € ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.. 0 HARD AND SOFT SERVICE STANDARDS †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.. 11 CHANNELS OF SERVICE DELIVERY †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.. 14 COMMUNICATION MIX †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦ †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.. 16 SERVICE BLUEPRINTING†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.. 1 SERVICESCAPE †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. 23 SERVICE QUALITY GAP MODEL AND QUALITY DIMENSIONS †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â ‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.. 28 PRICING STRATEGY †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦ 35 Critical Analysis †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦ 2 3 Mc Donald’s and Subway Table of Figures Figure 1: SubWay – Flower of Service †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦ 6 Figure 3: Facilition Services †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦ 7 Figure 2: McDonald's – Flower of Service †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦ Figure 4: Communication Mix †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦ †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦ 16 Figure 5: Role Of Communication Mix †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.. 19 Figure 6: McDonald – Go Global Act Local †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦ 20 Figure 7: Mc Donald's Blueprint †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦ 1 Figure 8: Subway-Blueprint †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. 22 Figure 9: Service Gap Model†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦ 28 Figure 10: Characteristics and Evaluation Outcomes †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚ ¬ ¦.. †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.. 29 Figure 11: Strategies to influence expectations †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦ 0 Figure 12: McDonald's Pricing †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦ 36 Figure 13: SubWay Pricing †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦ 38 Figure 14 : SubWay & Mc Donald ‘s Pricing Strategies†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.. 41 4 Mc Donald’s and Subway CORE SERVICE AND VARIOUS SUPPLEMENTARY SERVICES SUBWAYSUBWAY has come a long way in India since it opened its first restaurant in India. Young Indians have warmed to the image of the American chain, and made it one of their favorite places to swarm to, and hang out in. Subway has very successfully entered the Indian market and sustained its growth by developing a unique menu to appeal to the Indian taste. If you are a foreigner visiting India, you might be interested in indulging in some of the Indianite treats at Subway — for example, the legendary paneer tikka sandwich. Also, as an Indian you might be interested in some of Subway’s Continental trea ts like the Italian B.M. T. Subway offers a wide variety of submarine sandwiches and salads on its menu. It offers an assortment of vegetarian and non-vegetarian fares. They also cater to the health-conscious customers by providing them with 97% fat free subs. Subway offers a separate specialty menu for breakfast. Apart from subs and salads, they also provide side dishes like cookies, desserts and beverages. Subway allows customization of sandwiches by offering a variety of gourmet breads, different kinds of flavored meat, fresh and exotic vegetables and variety of sauces, both low and high calorie.Following the â€Å"Think Global, Act Local† policy, it offers ingredients specific to the locations; for instance, it offers Halal meat in Hyderabad. MCDONALDS McDonald's is without a doubt the world's largest and fastest growing restaurants in the world, serving food and drink to 38 million customers daily. Right from its inceptions through being multi-billion dollar quick servic e restaurant, hamburgers and fries have always been at the front of McDonald's menu. However, their menu has expanded keeping the taste and the lifestyle of the local customers in mind.Its extensive menu also offers a full range of desserts, hot and cold drinks to cater to everyone. McDonalds underlying strategy for success in the Indian market is- â€Å"Local sourcing is the key for Truly Indian products†. Prior to its launch into India, it invested six years to develop its unique cold chain, 5 Mc Donald’s and Subway enabling customers to enjoy highest quality products, absolutely fresh and at a great value. Keeping the culture of India in mind, McDonalds does not offer any beef or pork items. It has developed a specialty menu unique to the Indian palate with a variety of vegetarian and non-vegetarian selections.They are also conscious enough to prepare vegetarian food separately and this separation is maintained throughout the various stages of preparation. So much s o that the mayonnaise and the soft serves are also 100% vegetarian and its uses only vegetable oil as a cooking medium in India. They also have an exclusive menu for breakfast. McDonalds also caters to the tastes of the local people. In Hyderabad, they offer â€Å"Halal Meat† for the non-vegetarians which they quite explicitly convey to its customers through a signage.The efficiency with which the staff at Subway and McDonalds serves the customers is enhanced by the range of services that supplement the core service. Following the flower of services approach, the given figure shows the services that support the core service at Subway. FLOWER OF SERVICE FOR SUBWAY Figure 1: SubWay – Flower of Service FLOWER OF SERVICE FOR MCDONALDS 6 Mc Donald’s and Subway Figure 2: McDonald's – Flower of Service These services can be broadly classified as facilitating and enhancing services: †¢Information †¢Ordertaking †¢Billing †¢Payment Facilitating Enhancing Figure 3: Facilition Services Consultation †¢Hospitality †¢Safekeeping †¢Exceptions 7 Mc Donald’s and Subway FACILITATING SERVICES INFORMATION Information to customers at Subway is provided through different ways: Directions: in case of Subway, they provide a signage to direct the customers to the vegetarian and the non-vegetarian counters. Also, both Subway and McDonalds have user-friendly websites wherein customers can log on from any place at any time to locate their nearest stores. Prices: Prices of the different items of food available at both Subway and McDonalds are displayed on a display board. Apart from that it also displays he prices of the other side dishes which the customer might want to buy. Instructions on using core product: Since Subway is a made-to-order restaurant where a customer has full freedom to customize his sandwich, for a first-time customer, there are instruction sheets at both, vegetarian and the non-vegetarian counters t hat instruct the customers on the steps to follow to place an order for a sandwich. It also lists down the variety of ingredients and gourmet breads that it offers to its customers. Notifications: At Subway, they are prompt enough to notify its customers of any technical problems that might bring inconvenience to them.At times, when the toaster is not in working condition, they put up a notice communicating the same. Both Subway and McDonalds also notify the customers of any promotional or â€Å"combo offers† for the day through posters and leaflets. They allow customers to sign up for offers on the net to get regular notifications on current offers and current news on Subway. Conditions for service: At McDonalds, they promise to deliver the order within minute, at particular time slots, else they give a soft-drink free to the customer.This information is very explicitly visible to make sure that no customer misses to notice it. ORDER FULFILMENT 8 Mc Donald’s and Subwa y The order entry methods followed at Subway are: On-site order fulfillment: Here the customers are served immediately as the orders are placed. Once the customer has decided what to eat, that is, a sandwich or a salad, he moves on to the next step where he chooses bread from a variety of gourmet breads for his sandwich. He also decides the size of the sandwich he would like to have, that is, 6-inches or foot-long.In the next step the customer gets the option of adding extra ingredients to his/her sandwich like double layers of meat or extra cheese for better taste. He then chooses the assortment of vegetables he would like to have. The last item on the list of ingredients is the variety of sauces that subway offers. The customer might want to supplement the sub or salad with his choice of drinks. At McDonalds, they follow an on-site order fulfillment method too, where they promise to deliver the orders in a minute, else they give a soft drink free.McDonalds also allows its customer s to enjoy its meals while they are on their move. Through â€Å"McDonalds Drive Thru†, customers enter the â€Å"drivethru†, place their orders and pick then up within minutes. Web-site order placement: McDonalds allows its customers to become members which in turn helps them place orders online. Telephone order placement: Subway also promises an express delivery facility to offices and home which allows customers to place orders through phone. McDonalds provides home delivery service to its customers with no restriction on the minimum order.However, they charge an additional fee of Rs 20/- per order irrespective of its size. BILLING The billing process goes very systematically. A typical customer would start by placing orders looking at the display board. As he makes his order, the amount due is displayed on the machine after each item is entered. Once all the items have been recorded, the billing machine displays the total amount due. The person who is recording als o verbally states the amount due as a confirmation. The invoice is generated and the payment is made.The billing process uses all the four elements, namely 9 Mc Donald’s and Subway Invoice for individual transactions Verbal statements of amount due Machine display of amount due PAYMENT Payment at both Subway and McDonalds is done using the conventional method of payment through cash or card. The customer is allowed to make payment through credit card only above billing of a certain amount. Also, they provide coupons and vouchers through newspaper inserts, which can be redeemed by the customers. ENHANCING SERVICESCONSULTATION The staff at the counter provides customized advice to customers who are visiting both Subway and McDonalds for the first time. They also help customers decide on what orders to place and which combo offers to avail. HOSPITALITY Subway is seen as a place to hangout with friends. Customers, mostly the younger generation go to Subway when they need to sit, eat and drink with their friends. Also, a Subway outlet is usually never jam-packed with customers, hence there is never a queue to enter or place orders. Thus, there is never a need for waiting space.The customers could also sit for as long as they want without being asked to leave. McDonalds offers high quality products at affordable prices which it promises to serve on time. They have a policy of greeting every customer with the traditional â€Å"Welcome to McDonalds, How may I serve you†. A lot of importance is given to the smile during the greeting. Each McDonald’s outlet has a washroom for must. 10 Mc Donald’s and Subway SAFEKEEPING Subway provides the perfect ambience by ensuring that the outlets are clean, the seats are wellspaced out and it allows the customer to sit back and relax.Their packaging for take always is also ecofriendly and attractive. McDonald's is driven by the philosophy of Quality, Service, and Cleanliness & Value for Money. This transl ates into a commitment to provide customers high quality products, served quickly with a smile, in a clean and pleasant environment at an affordable price. This effectively means that the McDonald's menu is priced at a value that the largest segment of the Indian consumers can afford while at the same time ensuring that quality is not sacrificed for value. The packaging at McDonalds for orders ike â€Å"Happy Meals† which most of the times contains â€Å"happy Toys† and other such items are a major attraction for the kids. These Happy Meals have different toys which when collected will form a set. This in turn, attracts children and increases the sales. EXCEPTIONS Subway caters to the needs of the health conscious customers by providing them 75% fat-free subs and salads. Also, Subway has a policy of getting a feedback form filled by its customers. HARD AND SOFT SERVICE STANDARDS MCDONALDS McDonald’s aims to provide 100 percent total customer satisfaction.In orde r to achieve this goal , McDonald’s relies on its operating philosophy based on QSC & V – Quality, Service, Cleanliness and Value. McDonald’s believes that customer satisfaction is crucial to the success of the brand and all restaurants must perform to the standards. These standards are used in both company owned and franchised restaurants. QUALITY Hard Standards: 11 Mc Donald’s and Subway Best ingredients: This is achieved by its commitment to sourcing all its requirements from local farmers and suppliers. Before entering India, the company spent six years and Rs. 50 crore to set up its supply chain. In India McDonalds pioneered the cold chain management which helps keep vegetables and processed products safe for a longer time. Potato farming in Gujarat Radhakrishna Foodland (Distribution partner) focused all its resources to meet McDonald's expectation of ‘Cold, Clean and On-time Delivery’. Trikaya Agriculture (Supplier of fresh Iceberg let tuce) uses a cold chain to store and transport lettuce to maintain freshness all year round. Pre-cooling rooms ensure field to 2 degrees in 90 minutes.Dynamix Dairy (Supplier of cheese) has a completely computer controlled automation equipment to supply cheese to McDonald’s. Vista Processed Foods Pvt. Ltd (Supplier of chicken and vegetables) has storage facilities to maintain temperatures as low as -35 degrees to ensure freshness. Preparation Standards: Best quality standardized ingredients ensure standardized preparation standards can be followed. Every product has a fixed procedure of preparation. However, newer McDonald’s stores offer MFY (Made for You) where the product is made only after the order is placed. Other standards: Use FIFO (First in First Out) for all inventories.Reverse osmosis water treatment plant – best technology for water purification at every outlet to provide water. Strict standards for vegetarian products including eggless mayonnaise and eggless icecream. SERVICE Some soft standards followed by McDonald’s staff are Welcome every customer with a smile and are genuinely friendly at all times 12 Mc Donald’s and Subway Deliver consistent standards of hospitality Seize opportunities to interact with customers in a personal and positive way Be well informed about product contents and nutritional information Always appear clean and well groomed.Hard standards Serve fresh and hot Serve within one minute of receiving order or give a free coke. This is implemented in a few outlets and is not applicable during peak hours. Cleanliness and Hygiene The counters, tables, floor area are to be kept clean at all times. All staff required to cover their heads and wear gloves when within preparation area. All these standards are evaluated by mystery shoppers and rated. This is called a RVR Restaurant Visitation Report) which provides a snapshot of the stores performance over a period of a few hours. The stores are graded either A, B, C or F.SUBWAY No information is available on the hard standards followed by the company. Below are some soft standards Subway has laid out. Quality All material, vegetables, sauces, meat and cheese have to be sourced from the supplier certified by Subway. Franchises cannot procure from other non-certified suppliers. All material has to be stored at specified temperatures to ensure freshness. All franchises are required to abide by the Gold Certification standards of Subway. Cleanliness All employees must at all times wear gloves while making a sandwich or handling material.All employees must at all times wear a plastic covering their hair to ensure hygiene. Service The employees should greet the customer with a smile. 13 Mc Donald’s and Subway They should help customers choose combinations to customize their Subway Sandwich by making suggestions. During calls for home delivery, all the requirements of the customer should be attentively noted and followed. CHANNE LS OF SERVICE DELIVERY SUBWAY Subway uses Franchising as its channel of delivery. Subway currently has 35340 restaurants in 98 countries. This is being followed by Subway from its inception.As all franchisers, Subway requires each store to operate by the strict standards of quality, service and cleanliness defined by the company. The Subway franchise ensures that safety measures are taken by all its franchisees to provide quality food. All employees need to use gloves at all stages of food handling. Members of the specialty food franchise have to attend a training course in their local area in order to provide needed information to their employees on this regard. Fresh food stock preparation and temperature regulation helps the fast food franchise to keep up its high standards of hygiene.It is to provide the necessary specifications on the levels of cleanliness to be maintained by franchisees that the Subway franchise initiated â€Å"Gold Standard† policies. However, there ha ve been several problems faced by Subway along the way. Quality standards: There have been several complaints from consumers all over the world regarding quality issues of vegetables, meats and sauces used in Subway sandwiches. Most of these issues arise due to improper storage of materials in the store. Temperature controls aren’t maintained resulting in spoilage and wastage.Legal woes: Subway has faced more legal cases than most other franchises. Franchisees complain that even one slip results in threatening letters from the head office. Or complaints regarding too many stores opening in the nearby areas resulting in cannibalization. 14 Mc Donald’s and Subway Many instances have been cited by franchise holders where Subway has unfairly penalized them. MCDONALDS McDonald's is the world's leading global foodservice retailer with more than 33,000 locations in 118 countries. McDonald’s has several company owned stores, but uses Franchising for both domestic and in ternational expansion.McDonald's India was set up as a 50:50 joint-venture between McDonald's at a global level and regional Indian partners such as Hardcastle Restaurants Private Limited in western India, and Connaught Plaza Restaurants Private Limited in northern India. McDonald’s currently has over 220 restaurants in the country. McDonalds doesn’t provide any financial assistance and absentee ownership of finance is not allowed. Also, the financial requirements are quite steep. MFY- In order to implement the MFY (Made for You) option for customers, the franchises are required to upgrade their equipment at their own expense.This caused some problem with maintaining standard service across all outlets. Pricing and menu may also be a point of difficulty for the franchiser and franchisee as prices vary between company owned and franchised stores. Inconsistent standards- There are several instances of poor service or disgruntled customers complaining about the quality of food served. This is because it is difficult to enforce the exact same standards in all franchised stores. 15 Mc Donald’s and Subway COMMUNICATION MIX COMPANY External Marketing Communications Advertising Direct Marketing Sales Promotion Public RelationsInternal Marketing Communications Vertical Horizontal PROVIDERS Interactive Marketing Communications Personal Selling CUSTOMERS Customer Service Centre Service Encounter ServiceScapes Figure 4: Communication Mix The diagram above clearly explains a generic model for communication which is being implemented by services based companies in the world. The communication model is divided into 3 parts as clearly seen above:a) Internal Marketing Communications: It company should manage the information and its flow from company to employees in order to accurately and consistently reach to customers who are hearing and seeing it. ) External Marketing Communications: These are the channels (not under the company’s control) throug h which the company disseminates the information to its customers. These channels provide equal opportunities to all the companies for communication to masses. 16 Mc Donald’s and Subway c) Interactive Marketing Communications: These channels are in direct contact with the customers when it experiences the services in form of servicescapes, service encounters, Customer Service centers and company’s frontend employees.Mc Donalds Extracurricular Crew activities, Free employee meals in the restaurant, MahaBucks Performance-linked pay, Graduate Career Advancement Programme, In House Training Courses Employee of the Month Newspapers, Magazines Television, Radio, Movies Hoardings, Pamphlets, Banners Emails Websites, Banner Ads, M-Commerce Movies Coupons Combo Meals, Corporate Rebates Nickeldon Toys HCL Laptops Every Month press releases, News Yes Children's Day , Birth Days Bollywood Actors Subway Extracurricular Crew activities I N T E R N A L Horizontal Company Policies Ver ticalIn Housing Training, Performance-linked pay Employee of the Month Newspapers, Magazines Television, Radio Hoardings, Pamphlets, Banners, vehicle advertising on Cabs Emails Websites, Banner Ads, M-Commerce Movies Coupons Goodies , Corporate Rebates No No Internal Branding Branding Through Employees Print Broadcast S E R V I C E M A R K E T I N G Advertising Outdoor Direct Mail Internet & Mobile Discount Coupons Rebate E X T E R N A L Sales Promotion Gifts(Toys) Co – Promotional Activities Press Release News Yes World Health Day Sports Persons 17 Public RelationsSponsorship Shows, Exhibitions & Special Events Media Coverage Mc Donald’s and Subway 1. McDonald’s retail outlets to encourage young voters for the Lok Sabha elections. 2. McDonald’s ties up with Symbiosis Institute Facebook , Twitter C O M M U N I C A T I O N M I X CSR Activity Fit to Hunger Social Media Facebook , Twitter, YouTube Confirmation Calls for Home Delivery Personalisation and Cust omization of Sub. NO Countrywise Website NO Customer Service Personal Selling Sales Executive Tele- Marketing Confirmation Calls for Home Delivery Probing and giving alternatives for better Deals.NO Countrywise Website NO I N T E R A C T I V E Instruction Material Website Brochures Catalog Signage Interriors Servicescapes Mascot Stationary Employee Uniform Remote Encounters Name Boards Kids Zone, Interior Menu Board Ronald Donald Mc Donalds on tissue Paper ,Tray Paper and Sauce Sashes Dress Code Online orders Placing orders on phone At Franchises Name Boards Normal Interiors NO SubWay on Tissue Paper & Tray Paper Dress Code Online orders Placing orders on phone At Franchises Service Encounters Phone Encounters Face to Face 18 Mc Donald’s and Subway Role of the Various Communication MixFigure 5: Role Of Communication Mix 19 Mc Donald’s and Subway Figure 6: McDonald – Go Global Act Local 20 Mc Donald’s and Subway SERVICE BLUEPRINTING Figure 7: Mc Donald's B lueprint 21 Mc Donald’s and Subway 22 Figure 8: Subway-Blueprint Mc Donald’s and Subway SERVICESCAPE It is a well known fact that the environment in which a service is executed is important. They physical environment or the Servicescape provides cues about the quality and character of the service quality and character of the service, cues that consumers look for both before and after buying and that affect their experience of it.Typology of McDonalds and Subway based on variation in form and Use of the Servicescape: Servicescape Usage Complexity of the Servicescape Elaborate McDonalds Subway Interpersonal Service-Both customer and employee MCDONALDS McDonalds recognizes culturally defined expectations in allowing its franchisees around the world tremendous freedom in designing their Servicescape. McDonald’s strategy is to have restaurants worldwide reflect the culture and community in which they are found. Elements of Physical EvidenceFacility Exterior: Exterior Design: McDonalds design exhibits a sense of â€Å"Forever Young† look with bright red and yellow colours appealing to the children and establishing its family restaurant positioning. The building provides a practical, contemporary design that aligns with the McDonald's brand essence while accommodating the latest operational and consumer experience standards. Their mascot Ronald Mcdonald is also present outside each of their restaurants. McDonalds 23 Mc Donald’s and Subway always have all glass restaurants.McDonalds has always clearly identified and managed the various clues that customers use to form the impressions and feeling about their company. In addition to this, McDonalds has separate take away counters in order to save time of their patrons. Signage: All of McDonalds external signage reads as, â€Å"McDonalds-Family restaurant. Also keeping in mind with the local language, all McDonalds restaurant have their name boards in Hindi. McDonalds strongly believes in adhering to the local sentiments and hence none of the outlets in India sell Beef products and every restaurant has this mentioned.Also McDonalds, strongly believes in glass branding for any new products or services they offer. Most of the communication is designed to cater to local tastes and preferences. Parking/Landscape/Surrounding Environment: All McDonald outlets are located are accessible and present everywhere thus capitalizing on brand recognition. Most of the McDonalds have their own restaurants and hence the seating space available is exclusive to McDonald’s patrons. Also McDonalds offers proper parking facilities for its highway restaurants. Facility InteriorAll McDonalds outlet are standardized in terms of layout and have proper in-store branding. The 24 Mc Donald’s and Subway â€Å"Young and Cheerful† design concept is a progressive, youthful, and energetic environment with open views for social interaction. All McDonald outlets are huge with p roper aisles and passages with appropriate signage for seating arena, lavatories, wet floor and food counters. McDonalds has a Made for You food preparation platform. MFY is a unique concept (cooking method) where the food is prepared as the customer places its order.This cooking method has helped McDonald’s further strengthen its food safety, hygiene and quality standards. McDonalds also has illuminated Menu boards that offer a mix of both vegetarian and non vegetarian burgers along with other savories and drinks. McDonalds also has proper queues for placing order and often there is a executive who assists you in order placing. Also McDonalds gives toys for children thus making them wanting to come back. The other visible cues are color, lighting, in-store music, employee uniforms and trays with literary.McDonalds has ample in store lighting and directly in? uences an individual’s perception of the de? nition and quality of the space, in? uencing his or her awareness of physical, emotional, psychological, and spiritual aspects of the space. The bright McDonald stores ensure prompt handling and evaluation of products. In all McDonald stores the lighting is perceived as more pleasant than other fast food environments. The color scheme that McDonalds uses exhumes cheerfulness and warmth. Red depicts vibrance, cheerfulness while yellow depicts friendliness and brightness.At McDonalds, music is a positive auditory cue stimulating specific consumer behaviour and emotions. Music appears to influence buyer-seller interaction. There is audio played about the latest offers and products. Also a balance and constant sound creates a pleasant sound environment. All employees at McDonald are provided with uniforms and name badges along with caps with McDonald signature â€Å"M† arch. Employees are also trained with appropriate soft skills to address customers. Every employee or front line executive greets the customer and exchanges pleasantries 25Mc Don ald’s and Subway which makes them happy. McDonalds also has the policy of serving within one minute or they give free redeemable coupons on the next visit. SUBWAY Elements of Physical Evidence Facility Exterior: Subway sandwich restaurants are often simple eat outs using minimal architecture and traditional branding with yellow and white shades. The facility exterior often gives a look of freshness and is located amidst other eateries in food courts of malls or recreation centres. Signage: The signage at every Subway store is uniform as per international standards.The store size is generally small and hence there is no room for enough glass branding. Unlike McDonalds, Subway doesn’t have extensive branding on door panels and windows. Facility Interior: The size of any Subway outlet is small in relation to McDonalds, Also, since Subway outlets are located in multiple eatery zones they do not have an exclusive seating arena for its patrons. However the exclusive Subway s tores has minimal seating arena. The in-store lighting is sufficient however not exclusively bright as seen with McDonalds.The color scheme used in all subways is Green depicting a sense of Freshness. Most of the subway outlets have the aroma of freshly baked cookies that draws one towards it. The employees have a proper uniform and our courteous. Also the person who takes your order is the same one who prepares your Sub thus allowing more time for interaction. Since every Sub is customized as per the customer it takes time. 26 Mc Donald’s and Subway However all the ingredients used are fresh and thus adhere to Subway-Eat Fresh strategy. Roles of ServicescapePackage McDonalds Strong visual metaphors, right from its outlets to the employees to the trays to ketchup cups Well designed outlets with appropriate with signs, appropriate ventilation and proper seating arena The goal of being the customers â€Å"third place† is achieved with comfortable chairs, children play ar ena for customers to interact Red and Yellow colour scheme along with McDonald branding to differentiate from others. Subway Visual metaphors in the form of wrapping paper, beverage cups. Small outlets or kiosk with minimal signs and few seats. More of a restaurant to have a quick bite. FacilitatorSocializer Differentiator Regular branding 27 Mc Donald’s and Subway SERVICE QUALITY GAP MODEL AND QUALITY DIMENSIONS Figure 9: Service Gap Model The five gaps that organizations should measure, manage and minimize: Gap 1 (listening gap) is the distance between what customers expect and what managers think they expect – Clearly survey research is a key way to narrow this gap. Gap 2 (standard and specification gap) is between management perception and the actual specification of the customer experience – Managers need to make sure the organization is defining the level of service they believe is needed. 8 Mc Donald’s and Subway Gap 3 (performance gap) is from the experience specification to the delivery of the experience Managers need to audit the customer experience that their organization currently delivers in order to make sure it lives up to the specification Gap 4 (communication gap) is the gap between the delivery of the customer experience and what is communicated to customers – All too often organizations exaggerate what will be provided to customers, or discuss the best case rather than the likely case, raising customer expectations and harming customer perceptions.Finally, Gap 5 is the gap between a customer's perception of the experience and the customer's expectation of the service – Customers' expectations have been shaped by word of mouth, their personal needs and their own past experiences. Routine transactional surveys after delivering the customer experience are important for an organization to measure customer perceptions of service Service Quality dimensions ? ? ? ? ? ? ? ? Tangibles: Physical evidence of se rvice Reliability: Consistency of performance and dependability Responsiveness: Willingness/readiness of employees to provide service in timely manner Credibility: Trustworthiness, believability, honesty Security: Freedom from danger, risk, doubt Guarantee , Certification Competence: Possession of required skills to perform service Access: Approachability and ease of contact Courtesy: Politeness, respect, consideration, friendliness E Empathy Assurance Figure 10: Characteristics and Evaluation Outcomes 29 Mc Donald’s and Subway Figure 11: Strategies to influence expectations SUBWAYLocation: City Centre Mall, Banjara hills, Hyderabad Mode of service delivery: mainly â€Å"Self Service Model† Number of visit: 3 (to check reliability) In our visit to SUBWAY there we had initial perception about the subway of â€Å"low calorie fast food alternative which is quick and fresh†. Reason for this perception was firstly their tagline â€Å"EAT FRESH† and their comme rcials starring Jared who had lost something like 150 pounds by eating an all-Subwaysandwich diet. Finally we also had in mind that there will be offer of day â€Å"SUB OF THE DAY† with this perception when we visited to SUBWAY there was no disappointment at all.From their nutrition charts we could make out that we can have good low calorie food. This was tangible cue on the counter making us aware that they provide what they convey. But best was, they were also having option of normal full of calorie diets for those who like it that way so in our group no one has to compromise. One of the service facilitator for us their separate VEG and NON VEG counter and their separate preparation counter. *Experience till this place actually reduce the â€Å"communication gap† as we were getting all we expected and it was in level of tolerance service zone so it was a good service.Dimension for service in terms of 30 Mc Donald’s and Subway tangible quality was good as emplo yees were properly dressed, hygienic and clean area, good seating arrangement but in combination with other restaurant and finally good ambience with music. After looking at this entire scenario there was â€Å"assurance† that food delivered will be good and in accordance with expectation. We were quit assured with the quality because of the brand image they have in the market. Finally they replace the food if something goes wrong this also increase assurance from their side which is generally unsaid case for all the restaurants.Now further we went to place our order, here we were having ample of â€Å"tangible cue† (physical evidence) which helped us in making the decision, what to order? Further all information about the sub of the day was provided and people were assisting if extra information was required. Finally after billing we went to counter which were situated adjacent to each other to place order. We got customized subs and employees we continuously asking t he way we want from which loaf to what and how much inside that loaf in the same charge. That was a good experience.Finally we had our food and as soon we were finished person came and immediately cleaned the table. *Experience Regarding the tangible cues, were quiet evident as person making sub was wearing gloves and hair cap. Fresh plates were served. All products of papers and plastic were recyclable. Quality of food was good as they were fresh and prepared in front of eyes in accordance to our taste. This actually reduce â€Å"performance gap† as they were pretty good in the employee end. Service delivery was also in time there was no â€Å"standard and specification gap†. Listening gap† was not there as they actually served the food in the way we asked them to prepare and there was no mistake in any of our food. Even each person (employee) was well versed in Hindi, local language and English. â€Å"Empathy† wasn’t that great as they were polite but were in rush as customer were waiting because there were only two person preparing the sub so they have to rush. They were quiet â€Å"responsive† to what were ordering and even when we ask to clean table again it was done immediately. Quiet â€Å"reliable† service as they delivered all aspects equally to all of us and in our every visit.They also asked us to fill the feedback form that was good and person requested to do it. Service gap- Due to lack of loose small denomination money we were not refunded Rs. 10 change even after 45 min when we were going back. They assured that they will do it when we are returning but still it didn’t happen. They don’t provide the timeline in which you will get your order so if there is rush you 31 Mc Donald’s and Subway have to wait long. Even if we have to wait there is no magazine or television which make time cross by ease. Finally common sitting arrangement which make their customer dependent on rush in other restaurant.This can be reflected in low standard GAP and finally to performance gap in case of return of change. This will affect customer faith to their assurance level. Finally there was no operational cues format so disorder of cues was bound to happen. Mc DONALD Location: City Centre Mall (1st floor, Banjara hills, Hyderabad) Mode of service delivery: mainly â€Å"Self Service Model† Number of visit: 3 (to check reliability) In our visit to Mc DONALDS there we had initial perception about the mc Donalds of â€Å"tasty food with fun† and basically reasonable family and friends restaurant.Reason for this perception was firstly their tagline â€Å"I m lovin it† and their adds on different places with packaging and also else were. Finally we also had in mind that it will be not costly at all. When we reach there it was different then subway in many respect firstly, multiple delivery counter and no separate counter for VEG and NON veg. separate sitting spac e and even different private meeting hall. Nice ambience, good music and clean place to enjoy food. There were multiple counters each taking order then and there and no customization. Here look at menu and order whatever you like from the menu.Lot of tangible cues which help in deciding meal and there were lot of complementary priced meals options. It is for the entire segment who seeks value for money apart from quality. *Experience till this place actually reduce the â€Å"communication gap† as we were getting all we expected and it was in level of tolerance service zone so it was a good service. Dimension for service in terms of tangible quality was good as employees were properly dressed, hygienic and clean area, good seating arrangement. After looking at this entire scenario there was â€Å"assurance† that food delivered will be good and in accordance with expectation.We were quit assured with the quality because of the brand image they have in the market. Finally they replace the food if something goes wrong this also increase assurance from their side which is generally unsaid case for all the restaurants. Now further we went to place our order, here we were having ample of â€Å"tangible cue† (physical evidence) which helped us in making the decision, what to order? Further all information about the meals which we generally happy meals were provided and people were assisting if extra information 32Mc Donald’s and Subway was required. Operational line management were there apart from lot of counters and for entertainment they have television ads running around so even peak hours and even waiting was easy. Apart from this they say delivery in 5 min else free which they stick too. That was a good experience. Finally we had our food and as soon we were finished person came and immediately cleaned the table. *Experience Regarding the tangible cues, were quiet evident as person serving at back were wearing gloves and hair cap. Fre sh plates were served.All products of papers and plastic were recyclable. Quality of food was good as they were fresh and prepared in front of eyes at the backend. This actually reduce â€Å"performance gap† as they were pretty good in the employee end. Service delivery was also in time there was no â€Å"standard and specification gap†. â€Å"Listening gap† was not there as they actually served the food in the way we asked and they used to recheck the order before placing them apart this was mechanized function so error was less. Even each person (employee) was well versed in Hindi, local language and English. Empathy† was good as they were polite even while waiting because there were many counters to serve and no customization so efficiency can be maintained even with the speed. They were quiet â€Å"responsive† to what were ordering and even when we ask to clean table again it was done immediately. Quiet â€Å"reliable† service as they del ivered all aspects equally to all of us and in our every visit. Service gap. Yes one of our friends got free coke for not getting food ordered in 5 min this was a performance GAP and free providing increases assurance quality of the Brand.They have good level of responsiveness as they were delivering in time and response to complain was also very quick. 33 Mc Donald’s and Subway Rating on Basis of high low and medium Service quality dimensions (high is good Assurance and low is bad) Tangibility Empathy Responsiveness Reliability Service gap (low is good and high is Listening bad) Communication Performance Standard SUBWAY medium medium high high medium low low medium low Mc DONALDS medium high medium high high low low low low 34 Mc Donald’s and Subway PRICING STRATEGY Pricing is the process of determining what a company will obtain in exchange for its products.Pricing factors include: Manufacturing cost Market place Competition Market condition Quality of product. It is a fundamental aspect of financial modeling and is one of the four Ps of the marketing mix. The other three aspects are product, promotion, and place. Price is the only revenue generating element amongst the four Ps, the rest are cost centers. When deciding on pricing objectives the organization or company must consider: ? The overall marketing, financial and strategic objectives of the company ? The objectives of the product or brand ? Consumer price elasticity and price points ? The resources available with the organization.A well thought out price for a product or service should fulfill three things: ? Achieve the financial goals of the company ? Fit the realities of the marketplace ? Support a product's positioning and be consistent with the other variables in the marketing mix. Pricing strategies are of various types mainly:? Competition – based pricing ? Cost-plus pricing ? Price skimming ? Penetration pricing ? Limit pricing ? Premium pricing ? Target pricing 35 Mc Don ald’s and Subway ? High – low pricing ? Value based pricing MC DONALDS Value Pricing McDonald’s has a unique pricing strategy that falls exclusively on their many product lines.Their Value Meals fall into the category of value pricing. McDonalds has certain value pricing and bundling strategies such as happy meal, combo meal, family meal etc to increase overall sales volumes. For example, you can order a Mc Veggie Value meal that comes with a Mc Veggie burger, medium drink and fries for around Rs99 where the customer can save Rs 39 if he/she bought the food items separately. You can Super Size this meal to get a large drink and large fries for a little more money or you can go with another value meal that might include different items for ifferent price. Figure 12: McDonald's Pricing Also in its promotions, M c D o n a l d ’ s c a m e u p w i t h a v e r y c a t c h y p u n c h l i n e â€Å" A a p k e z a m a n e m e i n , b a a p k e zamane ke daamâ₠¬ . This was to attract the middle and lower class consumers and the effect can clearly be seen in the consumer base McDonalds has now. 36 Mc Donald’s and Subway Promotional Pricing To promote its breakfast menu Mc Donald’s has come up with a new scheme of giving Rs 20 off on its Great Breakfast meal.This kind of promotional pricing is adopted to target new customers, to increase its base of customers and to give a variety in its offerings to its existing customers to help increase volume. SUBWAY Value Pricing Subway tries to create value products by service in terms of quality, ambience, variety, and convenience. By introducing the concept of sub of the day the company tries to satisfy the needs of its present customers by creating a sense of curiosity amongst in the sense they would want to know what sandwich is the sub of the day. 37 Mc Donald’s and SubwayFigure 13: SubWay Pricing Bundling Strategies Subway offers combo offers of a sandwich, potato chips/coo kie and a drink at only Rs. 45 extra for a medium size meal and Rs. 50 for a large size meal. Promotional Pricing To increase its current consumers base and also to attract new customers, Subway has come up with new campaign where with any 6 inch sub and a medium beverage the company is offering another 6 inch sub for free. In September 2011, Subway has introduced a buy one get one free offer on Mondays. This is valid on all its sandwich offerings. 38 Mc Donald’s and Subway 39Mc Donald’s and Subway 40 Mc Donald’s and Subway Figure 14 : SubWay & Mc Donald ‘s Pricing Strategies 41 Mc Donald’s and Subway Critical Analysis MCDONALDS With respect to the services provided by Mc Donalds, the following management issues were observed: 1. McDonalds wishes to rework on its restaurant interiors and match up to those of its self owned restaurants, However the problem that they have encountered is that franchisee owners are unwilling to invest in interior design . 2. McDonald’s has introduced MFY (Made for You) whereby the burgers are made after the order is placed.However, the franchises are required to upgrade their equipment in order to follow this. The franchisees are not willing to incur such expenditure which poses a problem to McDonald’s. 3. We normally observe the customary trend of people queuing outside McDonalds especially during the weekends. This is due to the limited capacity space in the restaurants. This has been a persistent management problem for Mc Donalds. Even though the management at McDonalds has been trying to search for a solution for the same, it fears doing so