Master's Thesis from the year 2012 in the subject Business economics - Marketing, Corporate Communication, CRM, Market Research, Social Media, grade: A-, Santa Clara University, language: English, abstract: Purchased in 2010 by 3G Capital Management, BK became privately owned with a single business corporate strategy. Immediately, the new ownership group set out to make impactful company-wide changes. The first change was the elimination of the firm’s “King” mascot in 2011, which was seen as edgy and targeted towards young men in their teens and twenties. The new phase, which began earlier this year, consists of a drastic change in overall brand strategy to reposition BK as a broad and appealing restaurant in the QSR industry. To attract a wider audience, such as women and health-conscious customers, BK has added a significant amount of menu items including smoothies, coffee drinks, and salads. Furthermore, it has set out to remodel around 1,500 restaurants. In place of the previous mascot, BK has enlisted A-list celebrities (i.e., David Beckham and Selma Hayek) to advertise its products. Another strategy that they plan to implement is to sell almost all of its 1,300 corporate stores to franchise stores in an effort to protect itself from commodity-cost swings and fixed costs. With significant competition from both current as well as fast-growing QSRs (i.e., Five Guys Burgers and Fries, Panera Bread, and Chipotle Mexican Grill), BK’s recent moves have been perceived as imitating the leader, McDonald’s, rather than differentiating the company. While it remains to be seen whether or not the strategy is enough to grow the business, a potential concern is whether 3G Capital Management is looking for long-term growth or settling for marginal growth in the short-term to fund their exit from the company by going back to a public entity. The current strategy conveys that BK is in “catch-up” mode instead of trying to distinguish itself as a premier QSR. Considering both internal and external factors, the firm needs to win back and increase its customer base as the way to grow its business. To do this, some recommendations for BK in the short-term are to introduce a happy hour that includes an accommodating menu of new products, offer nutritious kid’s meals that are part of a healthy, balanced diet, and launch an online ordering system for customers to pre-order meals for pick-up. In the longer-term, we suggest BK buy out the highest performing franchises to gain additional streams of revenue, implement an incentive program to reward the best franchise stores, and start a high density delivery service.
In the last thirty years, the big pharmaceutical companies have transformed themselves into marketing machines selling dangerous medicines as if they were Coca-Cola or Cadillacs. They pitch drugs with video games and soft cuddly toys for children; promote them in churches and subways, at NASCAR races and state fairs. They've become experts at promoting fear of disease, just so they can sell us hope. No question: drugs can save lives. But the relentless marketing that has enriched corporate executives and sent stock prices soaring has come with a dark side. Prescription pills taken as directed by physicians are estimated to kill one American every five minutes. And that figure doesn't reflect the damage done as the overmedicated take to the roads. Our Daily Meds connects the dots for the first time to show how corporate salesmanship has triumphed over science inside the biggest pharmaceutical companies and, in turn, how this promotion driven industry has taken over the practice of medicine and is changing American life. It is an ageless story of the battle between good and evil, with potentially life-changing consequences for everyone, not just the 65 percent of Americans who unscrew a prescription cap every day. An industry with the promise to help so many is now leaving a legacy of needless harm.
How are images made, and how should we understand their limits, capacities, and forces in digital media? While functioning as representations or mediations of the political, images also act through the technologies and social processes that they claim only to represent. In both capacities, images can be innovative, but they can also reproduce harmful phenomena such as racism, misogyny, and conspiracy. Boundary Images investigates the political, material, and visual work that images do to cross and blur the boundaries between the technological and biological and between humans, machines, and nature. Exploring the limits of the visual and beyond what can be seen, Boundary Images posits these boundaries as starting points for the production of new and radically different ways of knowing about the world.
After a whirlwind affair and elopement with one of her father's officers, Lady Alexandra Marshall, daughter and sole heir of the Earl of Ware, watched helplessly as her husband was shipped off. An annulment followed, and though she waited with packed bags, Christopher never returned for her. Now, 10 years later, she can't help but wonder if fate is giving them a second chance at love .
Winter Ashburn was once the toast of the ton, but now she skirts the margins of high society by stealing from the rich to give to the poor. Her latest mark is none other than Rory Jameson, the rake who dared mistake her for a lady of the evening. Winter has stolen from her fair share of scandalously handsome men in the past . . . so why does her heart beat faster as she approaches his door? Rory Jameson is a rake, it's true. And he's caught many a thief while on secret missions for the Crown, but none has been this intriguing, this enticing. He will make Winter repay what she took so shamelessly . . . and melt her icy façade with the heat of his wicked touch. But her kiss sets his soul on fire—and now he will never be satisfied until he has made this alluring temptress his own.
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