Gourmet Foods Essay

Gourmet Foods Essay.


Gourmet bakers and sweets is the top food retail chain of Lahore. Lahore is the second largest city of Pakistan fabled for its customer aliment and amorousness for eating. Gourmet is the number one brand in the market of bakers and sweets due to its quality and valuable services. Before 1984, Mr. Nawaz Chattha was the employee of the Shezan bakers at the post of manager. While he was doing his job, he decided to start his own business separately because he was proficient dealer, a technical supporter and maintained check and balance in every branch.

Mr. Nawaz Chattha started his business from one out let in Muslim Town with bakers in 1987.

After seeing the profitable result he decided to introduce new product like sweets, milk, and ice-cream and gourmet cola. In continuous success of gourmet in providing quality service and products for the health and happiness of all family, Gourmet also started a family restaurant. Since the emergence of Gourmet bakers, it has shown explosive annual growth of more than 25% in its business.

It has 1700 employees working in its all departments. It has around 95 branches and will enhance its coverage to One hundred branches making it The Largest Bakers and Confectionaries of the city as well as the country.

Company Name- Gourmet Bakers & Sweets (PVT) limited.

Gourmet is a private limited liability company and the information regarding its share is as follows: Registered office address: 9/D Faisal Town Lahore. Authorized Capital: 20,000,000. Paid up Capital: 50,000. CEO name: Ch. Muhammad Nawaz Chattha. CEO Address: 9/D Faisal Town Lahore. Incorporation Date: January 9, 1996. Authorized Capital Share: 200,000.

Paid up Share Capital: 500 Authorized PER Value: 100
Paid up PER Value: 100


“We are a bakery company with one goal in mind to meet the needs of our customers we focus on our customers as our clients.”
Mission Statement:

“To provide delicious, wholesome baked foods without sacrificing health and well-being.”

Company Objectives:

Objectives are the guidelines which direct toward the chosen destiny. The objectives of the Gourmet are marketing objectives which are as under: 1. To build profitable customer relationship by delivering superior value. 2. To provide such products those can increase targeted markets. 3. To become a leader in the bakery and confectionary industry. 4. To provide the quality products to the target market.


Organization Structure of Gourmet:

Business Portfolio of Gourmet:
Portfolio Analysis (B.C.G. Matrix):


Gourmet bread and other bakery Pro

ducts come under star as they have a high relative market share and high growth rate. They are in maturity stage of its product life cycle.

Cash Cow:

Gourmet Cola, Gourmet Water and Dairy Products are Cash cow products for Gourmet as they have a low market Growth rate and a high relative market share.

Question Mark:

Gourmet new products like Dry Milk and the same for Tea as well come under Question mark. Or any other new product that Gourmet offers or is planning to offer will come in question mark category.


Gourmet Roll and Samosa Patti have a low market Growth rate and a low relative market share therefore, these products come under Dogs and therefore Gourmet has discontinued the production of these products.

Marketing Planning:

Gourmet follows the company strategies which are inline with the company’s goals and recommendations. It position it self as a leader in bakery products in Lahore. Before making any plan it considers its impact on its current customers, environment and competitors’ response. It also considers current threats with in the market like loosing market sale, brand image etc before making any plans. Gourmet focuses on all the available opportunities in market related to its business like launch on gourmet cola, milk ice-cream. Once it decides its main objectives and issues then it steps forwards to the action plan which consists of detailed schedule of the entire task and their budgets. Once Gourmet finalizes its plan it implements its plan and keeps on checking its performance to control its out come.

Marketing implementation:

After having a detailed discussion and planning gourmet comes towards the implementation phase of their marketing strategies. In implementation the company’s formal organizational structure plays and important role. Managers not only focus on short term profits but they also consider long run market building objectives. On the other hand company also considers its culture in implementing a plan.

Marketing Control:

Gourmet focuses on two types of marketing controls operational and Strategic. In operational controls it checks that all the operations are in line with the current marketing strategies. Where as strategic controls focuses on long run and check the long run performance of the company. It also have an internal audit department which keeps a strict checks not only on its financial performance but also on its procedures and controls which effect in every day performance.

The Marketing Environment:

The Company’s Macro Environment:

P.E.S.T. Analysis

Political – meeting all the policies and working under the political stabilities Economical – focusing the income levels of targeted customers Social – the social class we have targeted are:

Technological– accepting and using the innovations in technology for production Demography – gourmet deals with a variety of demography. It caters all kind of age groups starting from children to adults. Culture – Gourmet keeps it self in line with the local culture of Lahore. It provides different products according to local festivals events and Religious days. Lower medium

Middle medium
Upper medium
Lower upper
Upper upper

The Company’s Micro Environment:

Market Intermediaries

Gourmet does not have any major market intermediaries as it produces and sale it products it self. It does contact market intermediaries for supply of raw materials, and products like Coca cola, Jams, Ketchup, and Juices etc.


If you look at Gourmet Foods, it is a clear market leader but still Gourmet has competitors. Nirala and Shezan bakers are the competitors of Gourmet as these are the only few stores who are catering the same market as gourmet is going. They also have well established brand name and image. They are fully equipped with latest technology and manufacturing plants, but these competitors are only targeting small segments of the market. They are not upgrading themselves that is why in the race of capturing market they are staying behind the market leader “Gourmet”.


Local dairy Farms.
Whole sellers.
Market intermediaries.
Customers of Gourmet are End user of the product mostly.
They buy to consume the final products and services.
Customer Relationship Management

The Product/Market Expansion Grid:

Marketing Objectives:

Goals and targets have to be monitored and met, competitor strategies analyzed, anticipated and exceeded. Through effective use of market and marketing research an organization should be able to identify the needs and wants of the customer and try to delivers benefits that will enhance or add to the customers’ lifestyle.

Marketing Strategies:

Gourmet bakers adopted customer’s oriented marketing strategies to attract customers as much as it can. Gourmet bakers follow differentiation strategy such as strategy emphasizes the product that is unique in the industry provides distinct advantages to the bakers. One of the prominent marketing strategy of gourmet bakers is focusing on special classes of customers like gourmet bakers is focusing on upper class, middle class as well as the lower class.

Marketing Channels and Supply Chain Management:

The gourmet sell there goods directly to the final user. Gourmet channel decisions directly effect other marketing decisions. Due to using on marketing channels it reduces the cost. Gourmet sales force and communication decisions depend upon how much persuasion, training, motivation and support its channel partner needs.

Monopolistic Competition:

Gourmet faces Monopolistic Competition in the market. There are many buyers and sellers who trade over a range of prices rather than single market price. Every Seller tries to differentiate its product to gain competitive advantage and to justify its price difference.


Budgeting plays an important role in any plan. If a plan is not financially feasible there is no benefit to be gained from all other procedures. In Budgeting process Gourmet spends 40% of its target budget on the refurbishing of the bakery. 55% of the budget is allocated in the manufacturing of its products. 5 % of the budget is allocated to promotional activities. Gourmet focuses on an affordable budgeting method.


Controls are very crucial for the success of any project. Gourmet implements high quality controls through its total quality management department. Gourmet uses team based approach for new projects by using these approach tighter controls will be implemented and performance can be monitored on every step.

Critical Issues:

Political instability and economic conditions of the country are immensely affecting the business sector in the country. Threat of Bomb attacks in any crowded place due to Terrorism also imposes an effect which leads to decreasing sales of the business as people now think before coming out of their homes. Furthermore, terrorist activities are weakening the Pakistan economy day by day. Such kind of issues may impose a bad effect on the Gourmet business in the future


Gourmet must use new technology like Information system to centralize its Database as its service and data requirement will greatly enhance it will need processes like Data ware housing and data mining. It can also improve its security measures by implementing security cameras Up to date scanners radio frequency bar code readers (RFID’s) will improve its departmental services efficiently and effectively. Gourmet should also work for enhancing the parking area. Gourmet should also do work for innovation in products and for the atmosphere of its stores. Gourmet Bakers have their branches only in Lahore which is the drawback of their marketing strategies.

The company should also open its outlets in other major cities and spend capital on advertising the company in those cities. The company is not planning for the loyalty of its customers. They should give discounts to its regular customers in this way the customer sincerity with the company will grow. Gourmet has not advertised themselves through media; they should have adopted some other sources of advertisement such as banners, newspapers, TV channels to cater the market. Recently it has started its promotion on “City 42”.

Gourmet Foods Essay

My Favorite Food Essay

My Favorite Food Essay.

For many people, the history of their most favorite food takes source from their childhood. I am not an exception, and when I think about the most delicious and memorable food, I always remember amazing chocolate cakes with juicy cherries that my grandmother used to cook for me when I was a child. She lived in a small town in Kansas, and together with my mom and sister, we used to visit her several times a year for holidays. And every time our grandma was treating us with those amazing cakes!

There is no child who does not like chocolate cakes.

I guess, my grandma knew this so well, that is why she was glad to spend a full day in the kitchen cooking those cakes in order to make us happy. It is hard to find the words to express the feelings I was experiencing when I used to receive a plate with those divine brown cakes topped with huge juicy cherries and wrapped in dark-brown chocolate cream.

I used to think that I could eat not less than a dozen of them at once! They were so sweet, delicious and amazingly delicate!

I am not sure about the way she used to cook them, but I can say that the secret of the cakes was a special chocolate pastry cream. It was enough dense not to flow down from the cakes and tightly wrap the cherries on the top of every cake. But at the same time, this delicious chocolate souse was as soft and creamy as pure hot chocolate, and it was an extreme pleasure to feel its taste in my mouth and on my lips. Many years have passed, but every time I eat chocolate cakes with berries, sweet and blissful memories and feelings from my childhood come back to me.

I feel myself like a little child again, waiting for miraculous doors to open and breathtaking smell of my grandma’s cakes make my head go round. Since those times, the taste of chocolate cream remains the sweetest and the most pleasant for me, no matter what kind of desert it is used for. So, whenever I want to travel in the past, “chocolate gates” become the gateway to my most precious memories.

References “Warm Chocolate Torte with Seasonal Fruit. ” (n. d. ). Pastry Wiz. Retrieved November 4, 2008: <http://www. pastrywiz. com/chocolate/choc13. htm >.

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My Favorite Food Essay

Favorite Food Essay

Favorite Food Essay.

My favorite food would have to be a well-made juicy, all the way cooked cheeseburger. I have been eating cheeseburgers throughout my entire life. There has not been a time that I can remember where I have ever turned a cheeseburger. In the following paragraphs I will share with you my earliest recollections of eating a cheeseburger, some of my favorite cheeseburgers, and the origins of the cheeseburger itself. When I was younger I would always love when my grandparents would take me to McDonalds.

I would always get their hamburger happy meal, as most of you know the happy meal consisted of a small juicy hamburger with mustard, ketchup, small diced onions, and juicy pickles accompanied by salty fries, a small toy, and the drink of your choice served in a small red cardboard box. As I grew older I started to want bigger portions of my favorite food. Every time my family and I visited my grandfather, he would make the biggest juiciest hamburgers I have ever seen.

He would take a big handful of ground beef and throw it on the grill, where he would grill it to perfection. He served his cheeseburgers with two big red juicy tomatoes, diced onions, a couple of juicy pickles, ketchup, mustard, barbecue sauce, a slice of American cheese, with the outer layer consisting of freshly toasted buns. To this day I have not eaten a better tasting cheeseburger. There are numerous fast food restaurants all around the world that sell millions of delicious and juicy hamburgers every day.

My personal favorite is the extremely popular Big Mac served at McDonalds. As I stated before , I grew up eating McDonald’s hamburger happy meal, as I grew older I upgraded to the Big Mac. This delicious burger consists of three fresh toasted sesame seed buns, a handful of lettuce, small diced onions, two juicy ground beef patties, and it is the only hamburger that McDonalds sells that comes with Mac sauce on it. While being employed at McDonalds I soon realized that I was not the only one who loved this gigantic sandwich.

I made many of these burgers everyday while working there. It is one of the few hamburgers that will leave customers fully satisfied after eating it. A very close second choice is the double quarter pounder that is also sold at McDonalds, which is also a fan favorite. This delicious burger is served with two sesame seed toasted buns, onions, pickles, mustard, ketchup, two ground beef patties, and two slices of American cheese. Both of these burgers are tasty, juicy, and delicious.

There is much speculation on who created the first hamburger, many individuals and their respective families claim to have created the first hamburger. The hamburger first becomes popular in 1904, at the World’s Fair in St. Louis, Missouri. The hamburger business began in 1902, on the east side of Clarinda’s Courthouse Square by an old German gentleman named Ail Wahl. He almost ran all the cafes out of business because his burgers were so good. Back then, hamburgers were sold for a nickel whereas today you have to pay over a dollar.

Over a century later the hamburger is being sold at almost every restaurant all across the world. The hamburger has come a long way since its humble beginnings. This concludes my report on hamburgers, which has been and always will be my favorite food. Hamburgers might not be an exotic interesting food, but they are still a widely popular and an extremely delicious dish. They are easy to prepare and cheaper than many other foods out there. In a world of constant change hamburgers are just as good, if not better since 1902

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Favorite Food Essay

Organic Food Speech Essay

Organic Food Speech Essay.

I have a question for you at the beginning of this speech. Who just eat organic food everyday? Obviously! According my research, which I gave the question to my friends. Most of them know about organic food, but only few of them just eat organic food which including the vegetable, meat and eggs and other people don’t take it seriously and eat fast food always. What is organic food?

The United States Department of Agriculture (USDA) states that animals raised on an organic operation must be fed organic feed and given access to the outdoors.

They are given no antibiotics or growth hormones. Organic crops are raised without using most conventional pesticides and using no petroleum-based or sewage-sludge-based fertilizers. Do ‘organic’ and ‘natural’ mean the same thing? And four main reasons to choice organic food! No, “natural” and “organic” are not same. You may see “natural”, “all natural,” “free-range” or “hormone-free” on food labels. These descriptions must be truthful, but don’t mean they are “organic.

” Only foods that are grown and processed according to USDA organic standards can be labeled organic. According to USDA: Organic food such as fruits, vegetables and meat can make people become healthier and organic farming can protect the environment.

Choice organic vegetable!

The picture for strawberry: On the right is non-organic and left is organic. For the picture down: one the right is non-organic and the left is organic. Normally, non-organic fruit or vegetable will grow faster and taste not as good as organic food. For the last picture: the right side is organic egg and left side is non-organic. The reason why the color is different is because organic chicken also eats organic feed.

Choice organic meat!

We also need to choice organic meet. From the picture we see. Organic Meat Comes from Animals Treated Ethically and Humanely. The organic farming looks cleaner and animal form there lives healthier. Here are some of the reasons why you should buy organic animal products.

1. Organic meat comes from animals that were given a pesticide-free diet. 2. These animals may have had some limited access to pasture. 3. They were not loaded with antibiotics, steroids and other poisons. 4. Organic meat has not been irradiated.

Therefore, organic meat is not loaded with toxins–that are subsequently passed on to you when you eat them–like conventional meat is.

Health and money which one you prefer: Non-organic food can cause lots of disease. Even the organic food is expensive; there is nothing important than our lives and our family’s health.

According to the research from Organic Liaison: Because factory-fed cattle eat the ground-up remains of their SAME SPECIES, this can cause mad cow disease, destroying a human’s central nervous system and brain. Also the animal, which grows up in dirty environment, can cause many parasitic disease and diarrhea.

Studies also show that grass-fed beef contains more nutritional value, including higher levels of conjugated linoleic acid (CLA) and omega-3 fatty acids, which reduce the risk of heart disease and cancer.

Here is another new research from Maryland University: Non-organic Chicken has one kind bacterium, which is resistant to modern medicine. This kind of bacteria that can cause serious and unpleasant disease that becomes a lot harder to cure.

Conclusion: We know that eating organic fruits, vegetables, and other produce is the way to go. It’s healthier, it tastes better, and it doesn’t have any nasty toxins or chemicals. Healthy and happy life cannot live without organic food. Now let us choice organic food!

Organic Food Speech Essay

Quantative analysis of your food diary Essay

Quantative analysis of your food diary Essay.

You need to write up your analysis of your food diary. State how long you have kept your food diary for, and write about the following points:

1. Consider how you have recorded your information. Where have you got your information from that will be analysed – how useful are these sources of information? (e.g food labels, weighing portions, recipes etc)

2. Research the Recommended Nutritional Intakes for your age and gender on http://www.food.gov.uk/multimedia/pdfs/nutguideuk.pdf . Choose 3 whole days of your food diary how does your food intake compare to the recommended Nutritional Intakes.

Remember you need to break the food composition down into the main food groups including vitamins (in particular vitamin C) and the energy from fat in your food. What are the strengths and weaknesses of your food intake? Consider other recommended food intake sources such as five a day and food standards agency eatwell plate. How does your food intake measure up to this?

3. You may find it useful to research how many calories you should be intaking for your lifestyle. (a useful site http://www.nhs.uk/Livewell/loseweight/Pages/understanding-calories.aspx )

4. Consider the amount of activity that you have done over the course of the week – what are the strengths and weaknesses of this level of activity? (another useful site http://www.nhs.uk/Livewell/fitness/Pages/physical-activity-guidelines-for-adults.aspx )

5. Finally in the analysis consider any Lifestyle influences: as relevant, eg personal food preferences, cultural, economic, social, availability of 6. time; day-to-day variations, e.g week days/weekends

Once you have done this you need to move on to part 2 of the assignment task! Part 2

1. Provide a 7 day nutritional plan to improve your nutritional health.

2. You should include a meal plan which addresses all of the issues analysed in your food diary analysis. This includes what you are eating and how it relates to social policy as stated above.

3. Consider the change for life campaign (http://www.nhs.uk/change4life/Pages/change-for-life.aspx) what can you include in your nutritional plan that changes your life?

4. What about your activity levels? In your plan you need to consider your levels of activity analysed in your food diary. How can you improve these? (remember it is not just about joining a gym, you could consider walking up the stairs instead of taking the lift!!)

5. Finally look again at the issues that you have highlighted in terms of lifestyle factors that influence – what can you do to change them? (think outside of the box here, and be realistic). Include these changes in your plan.

6. You may design and present this information in any format you wish, however, you might want to consider some kind of template or grid to present your information on.

7. Remember your nutritional plan must be SMART

8. In your plan you should assess how the plan will meet and improve your nutritional needs – you need to relate your information to social policy (five a day, change for life, RNI, the eatwell plate) (M3)

9. You should also evaluate how the changes that you are making might improve your health and wellbeing. (D2) (useful sites http://familydoctor.org/familydoctor/en/prevention-wellness/food-nutrition/healthy-food-choices/nutrition-tips-for-improving-your-health.html



Remember all of the sites that you use must be referenced! That is both in the text using Harvard referencing and by including a reference sheet!

Quantative analysis of your food diary Essay

Restaurant Observation Essay Essay

Restaurant Observation Essay Essay.

When given the task of finding a restaurant that has an open kitchen a restaurant that comes to my mind was the Harut’s restaurant. I want to write about the exterior of the restaurant, dining area, and kitchen stuff and area. The exterior of the restaurant was not good .The restaurant located behind a gas station. The smell of the gas was terrible. The parking lot littered with trash and most of it seemed to be wrappers from the Subway in the next door.

In addition, there was a burrito wrapper from Harut’s and drink napkins from the bar. The parking lot was well lit with no bulbs out of commission. The landscaping left much to be desired. At first glance, this particular Harut’s has no curbside appeal. The parking lot leads right onto the sidewalk. The signage was appropriate in the fact that is has the name of the restaurant on it, but not appropriate in the fact that it’s too high and the first time I went there I didn’t even know where I was going.

The signage was also very hazy. Dining area was also bad. Upon entrance of the restaurant, I noticed that the garbage was overflowing. The floor of the established was dirty. The area where their “condiments” are stores was disgustingly un-kept. It was a four-tray temperature storage unit. It contained vegetables, green and red salsa and some more. Contents from each tray were cross contaminating the other trays because in order to get the desired condiment you have to reach under an awkward sneeze guard. Kitchen staff and area. I walked to the register to make my order and where the men using the cash register with his bare hands took my card and swiped it through the machine.

Immediately after that, he went to the refrigerator and with his shiny hands began to stretch and pull out something. Many things here made me quite nauseous. The fact that he had something disgusting all over; his hands touched my personal belongings with those hands then began to rub them all over my food. Behind the glass wall that I was, watching from me noticed some of the most horrifying food handling practice that I will most likely ever see again. Refrigerator and freezer doors left continually open. I saw no sanitation cleaning tools so I am not sure how they were cleaning their hands or their utensils. During the course of my meal, none of the employees went to wash their hands.

Restaurant Observation Essay Essay

Food Waste in America Essay

Food Waste in America Essay.

40% of the food America produces is wasted.1 Have you ever thought of how much food you waste a day? The average American wastes about 250 pounds of food every year.2 That’s about $600 dollars worth of food.3 Imagine what you could do with $600.00. No one notices what is in the back of their fridge or what goes into their trash can. Before you say that you don’t do that, think back to a moment when you had the chance to take the restaurant food home, but you declined it because you were too full.

Now, imagine thousands of people doing that every day. Tons and tons of food is wasted. Over 33 million tons of food is wasted every year in America. 4 That is enough to fill a 90,000 seat football stadium to the brim with food over 120 times.5 We waste so much food that our food waste could power Switzerland for an entire year. Americans should lower the amount of food they waste by taking home extra food  from restaurants and buying appropriate amounts of food at the store.


http://www.businessinsider.com/fao­wasted­food­2011­5 3
http://www.wisegeek.com/how­much­food­does­the­average­american­waste.htm 4
http://www.epa.gov/osw/conserve/materials/organics/food/fd­basic.htm 5
http://www.naturalnews.com/033885_food_waste_America.html 2

Everybody has been to a restaurant before and not finished their food. Well, did you ever think about bringing it home to finish later? Most people don’t think like that, since they are full at the moment, and believe they won’t eat it later. Give it a try and bring it home to eat it for a quick dinner later. Well, you might say ,“Oh well, I didn’t like the food.” There is nothing  wrong with that. If you don’t like the food then, you don’t like it. I’m not going to argue with that, no one likes to eat everything in the world. All I’m saying is open your eyes and notice how much food is being wasted at restaurants. Restaurants are America’s food source.

We go to restaurants when we don’t feel like making dinner.​ The average family goes to dinner around thirty five times a year. So, let’s say you waste on average five ounces. of food every time you go to dinner. That’s about ten lbs. of food wasted in one year just by going to restaurants. Now, let’s add your family into this. If you have a four member family that would be forty lbs. of food wasted by your family. That is equivalent to around forty plates of food being thrown out, and you could have eaten half of that at  home. The moral of the story is that if you reduce the amount of waste at restaurants, you can make a big difference in lowering America’s waste percentage.

The average American family spends about $8,513 on groceries a year, and wastes about $600 of that food.6 Basically, the average American family wastes about fourteen percent of the food they buy. Families are wasting way too much food. My generation has grown up with this, so it’s all that we know. It is very hard to extinguish a bad habit. Have you ever heard of the saying, “Your eyes are bigger than your stomach?” That is actually very true. Have you ever seen people unload their food from their cart at a grocery store? I have seen people have so much food that they have to get another cart. That is just ridiculous.

If you have a big family, that’s fine; but if you only have two to four people in your family, then you are purchasing too much food. There are simple ways to not overspend at a grocery store. One way to not overspend at a grocery store is to make a grocery list or  have a leftover day. Have a  leftovers on Wednesday or Sunday. Not everybody does this, but no one is innocent. most people have overbought amounts of food at some point. Maybe you ate the food ,maybe you didn’t. It is important to think before you go along buying more food than you can handle. This goes right back to the saying, “your eyes are bigger than your stomach.”

Taking home food from restaurants and buying appropriate amounts of food at your local grocery store is a great way to lower food waste. America has the largest waste percentage in the world. That is not anything to be proud of. Do you ever think about how much food you throw away in a month? Food waste is a big problem in America, It could be lowered by just doing a couple simple of steps and by thinking before you throw away something that could be eaten. Food is meant to be eaten not wasted.

Food Waste in America Essay

Critical Book Review of “Fast Food Nation” Essay

Critical Book Review of “Fast Food Nation” Essay.

In this essay, an attempt is made to critically review the book, “Fast Food Nation” which deals with the process of emergence of fast food culture in America leading to significant social changes. Analysis The meticulously researched book “Fast Food Nation” is written by the journalist Eric Schlosser. The author devotes much attention to unhealthy fast food, labor violations, and many cases of food poisoning. The author gives information regarding the process of emergence of fast food culture in America; the health issues related to fast food culture, and the government regulations regarding the fast food.

In this book, the author demonstrates the ugly side of American food culture. According to the author of this book Americans spend more on fast food than on books, movies, etc. In 2001, Americans have spent $110 billion on fast food. There are 43000 meatpacking workers. Fast food industry spends $3 billion to attract the young people to the fast food centers. The author states that every American consumes three hamburgers and four orders of French fries every week.

He says that the social price of fast food has neglected the traditional American values.

The attempt of the author is to argue against the consumption of fast food by the Americans. He obtained information through fieldwork and by interviewing different categories of workers involved in fast food production. The author argues that the main reason for opening so many fast food centers was to attract large number of people to the fast food culture. This is a part of the capitalist agenda since the fast food centers have increased the capital of the owners of these centers. Due to this, few corporations have dominated the fast food business in America.

The author does not hide his distrust regarding the fundamental principles of the capitalist system. He has given information regarding the economic strategies of the capitalists in popularizing the consumption of fast food among the American youth and other sections of American society. The book also gives information regarding the problems faced by the teen-aged workers who were paid low wages. The author mentions that one out of every eight worker in America is employed in McDonald. McDonald’s hire nearly million people a year. However, they work under dangerous working conditions.

It is mentioned that three companies master 80 percent of US demand for frozen fries. The author visited the slaughterhouses and comprehended the potential health hazards both to the workers and the consumers. He mentions that each year one in three workers go to doctor due to problem with their stomach. The author gives the information that two thirds of fast food workers are under 20 and most of them work 12 hours shift. To demonstrate his argument the author has used the examples, logos from the companies such as MacDonald’s. The fast food culture has few negative impacts on the health and society of America.

For instance, this has increased the problem of obesity. These restaurants use items such as potatoes and cattle to produce the popular food. The use of items such as oil and method of production of meat has increased the problem of obesity in America. Obesity in the recent years has emerged as the one of the most severe social and health problems among the American youth. Thus, fast food culture can be considered as one factor leading to this problem of obesity in America. However, the author has neglected the role of consumer while discussing the growth of fast food culture.

The author points out the need for government regulations to curb the freedom of multi national companies in imposing their capitalist agenda on the people. The fast food mostly produced and consumed by the younger generation are not healthy. Regarding the health hazard, the author refers to E. coli and salmonella infection. The author blames the politicians for taking money from agri business capitalists, which has increased the number of fast food restaurants throughout America. The author has urged the readers that they should run away from the fast food in order to maintain their health.

The fact that fast food culture is becoming popular indicates the emergence of significant changes in the American society. The fast food centers have on the one hand created health problems, and, on the other, they have led to changes in the social values among the American youth. The author says that everyday one-quarter of adult population in America visit fast food centers. Although people are aware of the bad effects of the fast food, still fast foods have not lost their popularity. Thus, the author does not give clear explanation regarding the reasons for the popularity of these fast food centers.

However, the author, by the use of statistics, symbols, and examples has succeeded in arguing against the monopoly of few companies in fast food business. He has demonstrated the negative impact of fast food on health and society of America. Those who read this book would not send their children to the fast food centers. Conclusion The book “Fast Food Nation” has convincingly proved that fast food culture has led to problem of obesity and affected the workers and health of consumers of fast food. This also demonstrates that the nature of changes that would emerge in the future American society.

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Critical Book Review of “Fast Food Nation” Essay

Maslow’s Hierarchy of Needs Essay

Maslow’s Hierarchy of Needs Essay.


The hierarchy of needs is known for the theories of human motivation. Created by psychologist Abraham Maslow, the hierarchy of needs is often shown as a pyramid, with the more basic need at the bottom and the more complex need at the peak. The lowest-level are referred as the deficiency needs that are due to the lack of something and needs to be satisfied in order to avoid an unwanted feelings. The uppermost need are referred to as being needs that involve the desire to grow as an individual and reach their full potential.

These needs includes physiological, safety, social, esteem and self-actualization needs that are needs that vital for survival, control and order, love and belonging, respect and appreciation and for individual to achieve their full potential as an human being with the pattern of human motivation to move through for basic needs. In this assignment I will discuss the history of Maslow’s theory, what need as described by Maslow, why his theory is important for managers in today’s workplace and give an example of how managers can apply this theory in order to manage successfully in an organization.

A need is a physiological or psychological deficiency that a person wants to satisfy and can influence an individual work attitudes and behavior. Maslow’s theory was based on two underlying principles. The first is the deficit principle that satisfied need does not motivate behavior and the second is the progression principle a need is activated only when the next-lower need is satisfied as described by Schermerhorn (2013). Maslow’s implies that that managers who help and understand people satisfy their important needs at work will accomplish productivity. Motivation contribute for the level, persistence and direction of effort given at work. As an individual that is highly motivated works hard at a job while that individual that is unmotivated is not. A need is an unfulfilled physiological or psychological desire of that individual. The theory was proposed by psychology professor Abraham Maslow in 1943 and is still relevant in the current settings. Maslow identifies five key human needs that underline all human motivation. These needs are presented in hierarchical order from the most basic to the most advanced.

The most basic needs are psychological, safety and social needs while the advanced needs are esteem and self-actualization (Golnaz and Clarke 2011). Maslow as described by Golnaz and Clarke (2011) that each need has to be satisfied fully and substantially in order for an individual to progress to the next level. According of this, Golnaz and Clarke (2011) implies that managers should be able to motivate their employees by providing rewards that help satisfy the need that is operational and prevalent at any point in time to satisfy need, the need will cease to be motivator. Physiological needs is the most basic needs such as food, air, water, shelter and rest can be satisfied through monetary compensations such as wages, salaries, bonuses, stock options and retirement plans. Money can help employees buy food, clothing. Golnaz and Clarke (2011) also cites free or subsidized cafeterias, regular break times and break rooms stocked with drinks and food as motivational items for satisfying the physiological needs. Many organization may satisfy the physiological needs through process of a healthy work-life balance (Golnaz and Clarke 2011).

Safety needs is second most basic needs that consists of being safe from physical and psychological harm. According to the theory the motivational term that can guarantee safety need concerns the process of the security regarding an employee’s health that can be physical and mental. These needs can be met through health insurance and retirement plans (Golnaz and Clarke 2011 p. 45). The issues related to emotional and mental well-being can be met through assistance programs and counseling services (Golnaz and Clarke 2011 p. 46). In these services, the employees can discuss and solve problems ranging from conflict and stress in a workplace environment. The third need is the social needs. The theory implies that the organization should allow its employees to collaborate and work in groups as a way of meeting their social needs. Maslow identifies motivational terms that can help an organization to promote the issue of love and belonging amongst employees.

These includes an organization luncheons, banquets, retreats, organization sponsored sports teams, clubs and programs that allow employees to bring children and pets to work. The organization structures such as the open plan offices also can help employees meet and interact with one another can satisfy the belonging needs (Golnaz and Clarke 2011 p. 47). Esteem is the fourth need that includes the needs for responsibility, reputation, prestige, recognition and respect from others (Golnaz and Clarke 2011 p. 47). Meeting these needs, according to the theory will promote self-confidence and strengthen employee’s motivation and productivity.

Recognition and praise help an individual know that people appreciate what that person has accomplished (Golnaz and Clarke 2011 p. 47). Many employees join an organization to satisfy their esteem needs through a sense of accomplishment in their work. Some of the motivational terms for esteem needs include the reserved parking spaces, good prizes for winning competition and recognition programs (Golnaz and Clarke 2011 p. 47). The firth need is the self-actualization need the need for self-fulfillment and is measured through the concept of peak experiences and the feeling of joy and wonder. This happen when the four lower needs have been satisfied.


John R. Schermerhorn, Jr. (2013). Management Twelfth Edition: John Wiley & Sons, Inc., Hoboken, NJ 07030-7774. Golnaz, S. and Clarke, B. R. (2011).Meeting Employee requirements: Maslow’s hierarchy of needs is still a reliable guide to motivating staff. Industrial Engineer: IE. 43 (10): 44-48 DOI: 10.1007/s11205-010-9773-6.

Maslow’s Hierarchy of Needs Essay

Strategic Choices Essay

Strategic Choices Essay.

Business planning refers to a procedure through which both small and large companies determine actions that lead to the growth of revenue and increase the profits. The two most essential aspects of business planning are; setting goals and making strategic choices to achieve the goals. Every firm has specific resources that are available to it. Such resources may include human resources, distribution channel, productive capacity and financial resources. Strategic choices are the steps that companies use to obtain these resources. Strategic choices involve a sequence of events such as defining what services and products to sell, how to sell them, where to sell them and the target market in which the products will be sold.

Strategic choice could also include, achieving competitive advantage. The success of a company depends on the strategic choices that are made by the owners of a company (Algasae, 2012).


Strategic choices are mostly concerned with the manner in which company make decisions and the many factors that will influence these decisions.

Strategic choices involve identification and evaluation of processes that lead to the final decisions for the company. The identification of the process is sometimes difficult to determine and requires that management determine the future focus for the organization. The managers are always required to determine the action plans that can facilitate the identification process. Porter’s generic strategies can be used to determine what direction the company would like to proceed in.

An effective and efficient strategic choice process helps organizations to make sustainable strategic decisions. While an effective business strategy makes an organization to cope with the available limited resources. The most successful companies are those that allocate the limited resources to projects that have a positive impact on the improvement and the growth of the revenue (Iansiti & Levien, 2004). In this paper we will discuss Porter’s generic strategy, which is used by the Kraft Foods Group (KFG). Secondly we will discuss the SWOT analysis of KFG. Lastly, we will look at how the company can take advantage of the environmental opportunities to gain a competitive advantage of their peer companies.

Kraft Foods Group

KFG Incorporated is an independent public grocery manufacturing and processing company, headquartered in Illinois. The company began its operation in 2012 with a de-merger from Kraft Food Incorporated. KFG is mainly focused on grocery products. It operates as a consumer beverage and packaged food firm in North America. Its products include but are not limited to cheese, beverages, meals, refrigerated meals, snacks nuts and desserts.

Porter’s Generic Strategies

Porter’s generic strategies illustrate how a firm pursues competitive advantage in the chosen market scope. Generic strategies show the choices that are made concerning both types of competitive advantage and the scope. There are three different types of generic strategies: cost leadership, differentiation and focus. The strategies are used to design the future strategy of a firm. Cost leadership strategy helps a company to sell its products cheaper than its competitors and differentiation helps a company to offer unique products (Hammonds, 2007). However, differentiation and cost leadership strategy are not always compatible.

Focus strategy helps a company to emphasize on a single market and can be combined with the other two strategies to form focused differentiation or a focused cost leadership. KFG uses focused differentiation to achieve competitive advantage by developing unique products within the market. KFG not only excel in producing a more quality product than their completion but furthermore they have exceeded in establishing their consumer base. They have developed a good rapport with lifelong customers who believe the products are both reasonably priced as well as a good quality. The uniqueness of their products keeps their consumers coming back for more and blows their sales out of the water when it comes to their competition.

SWOT Analysis

SWOT analysis is the abbreviation of the strengths, weaknesses, external opportunities and threats from competition is an outline for strategic decision-making within companies everywhere. SWOT is a structured procedure that is used to determine and evaluate the strengths, weaknesses, opportunities and threats that are involved in the company. It involves determining both the external and the internal factors that are unfavorable and favorable to achieve the set objectives of the firm.


Strengths are the features of a firm that gives it an advantage over others. A company such as KFG uses focused strategy which has much internal strength. These including ensuring they have highly skilled production development team, a strong sales teams who have good communication skills and undoubtedly a great reputation for quality and innovation. These strengths are needed in order to bring the grocery on track. KFG has increased its focus on marketing investment and split its largest division into two, for improved focus on development and marketing of products. While these strengths are key to the company’s success one cannot overlook the weaknesses of KFG.


Weaknesses refer to features that put the company at a disadvantage relative to its competitors. The main weakness of KFG is the shortage of the raw materials. Since the company does use the differentiation strategy, it tends to produce a unique product. The materials that are needed to produce such products are always scarce which is problematic for production. The unavailability of the products causes the market share for the company to decline. This eventually leads to higher marketing costs to offset the overhead cost reduction plan. KFG seems to experience difficulty in launching new products as well. Lastly, the plant capacity has also declined due to the demand of the products by KFG consumers. Despite the weaknesses of KFG opportunities are always available for the company.


Opportunities are the characteristics that favor the company’s development. In the market segment, KFG has many opportunities that will help the company with its strategic choices. KFG has to produce differentiated products and concentrate on ideas for new food products within the markets. In producing new products KFG should concentrate on products that are unique and stand out above its competitors. Another area that is often overlooked is the ethnic food market. KFG needs to capitalize on an opportunity to enter into this market, especially with its brand already being a house hold name. Lastly, KFG cannot miss out on the opportunity to ensure that it does not consider the market for custom made food products. Despite the opportunities for growth for KFG the threats of other companies coming into the market cannot be overlooked.


There are various threats that affect the growth and the development of the company and they include; emergence of imitation companies and changes in tastes of the customers. Secondly, firms that use focus strategy can gain competitive advantage very easily. Thirdly, the production of unique food products require the use of advance technology hence the production of genetically engineered foods that are not very safe. KFG is facing strong competition from other food product companies such as ConAgra Foods and Nestle. KFG has to think of a way to bring healthier products to its consumers since the rate of obesity is increasing in American people (Liang, Czaplewski, Klein & Jiang, 2009).

Environmental Advantages

KFG can attract consumers all over the world. Besides the high financial power and market, the company has also greater financial potential in exchanging the existing products in terms of packaging. In addition, the company has also upgraded the latest information system technology in manufacturing and processing. All these factors help Kraft to achieve competitive advantage over its main competitors (Kim & Mauborgne, 2009).

Vision & Mission of Company

KFG’s mission is clear according to the company’s website (2014) it is to be the greatest beverage and food servicing company in the northern hemisphere. KFG believes they can reach this point by ensuring they provide quality products to faithful consumers. KFG further understand their mission cannot be achieved without the help of its dedicated employees. While the mission of the company is vital in the company’s success the vision also plays a tremendous part in how KFG has been able to be so dominant in the food and beverage arena. The vision of KFG is to help people in the world to live healthier life-styles and in general have better lives. By satisfying the needs of its consumers and making healthy foods. The process of strategic analysis helps the company to constantly re-strategies the categories of the products to satisfy the consumers’ needs. This procedure helps the company to operate in the future. In addition, it also helps the company to exploit opportunities for sales.


With KFG encountering major issues with regards to ensuring they have enough raw materials to produce, the following recommendations would be made to the company to ensure its success. The first recommendation would be to increase the safety stock level of materials. By doing so the company would put itself in a better position of making sure if situations presented themselves. The goal of the safety stock is to prevent the shortage and inconsistency of the raw materials. The second recommendation would be for KFG to engage with multiple dealers and suppliers in a particular region. This will give KFG other outlets to obtain raw materials from and ultimately ensure the company has enough stock to meet the supply and demand of its customers. Strong relationship and mutual trust are also required to increase the supply of the raw materials. For the company to gain competitive advantage in the market segment, it should improve its focused differentiated strategy.


In conclusion, through the use of strategic choice, KFG can achieve its vision and mission. Strategic choices are likely to help the company study the needs of its customers and complete the steps needed to ensure they are delivering a satisfactory final product for them. Strengths such as strategic marketing capability and strong financial power help the company to gain competitive advantage. The focused differentiated strategy helps the company to gain competitive advantage over its main competitors such as such as ConAgra Foods and Nestle. Lastly, strategic choices allow the company to produce unique products that have high value among the targeted consumers.

Algasae (2012). “Promoting thought leadership…Customer focused low-cost strategy. “Retrieved October 4, 2014, from http://www.alagse.com/strategy/s10.php Competitive Advantage. (2007). Retrieved on October 4, 2014 from http://www.quickmba.com/strategy/competitive-advantage/Hammonds, K. (2007). “Michael Porter’s Big ideas, Fast Company, (44).” Retrieved October 4, 2014, from http://www.fastcompany.com/magazine/44/porter.html

Iansiti, M. and Levien, R. (2004). “Strategy for small fish. Harvard Business School Working Knowledge.” Retrieved October 4, 2014, from http://hbswk.hbs.edu/item/4331.html Kim, C. & Mauborgne, R. (2009), “What is BOS? Nine key points of Blue Ocean Strategy”.Retrieved October 4, 2014, from http://www.blueoceanstrategy.com/abo/what_is_bos.html

Liang, T. Czaplewski, A. Klein, G., & Jiang, J. (2009). ‘Leveraging First-Mover Advantages in Internet-based Consumer Services.” Communications of the ACM, 52(6), 146-148. Retrieved October 4, 2014, from EBSCO.

Porter’s Generic Strategies. (2007). Retrieved October 4, 2014, from http://www.quickmba.com/strategy/generic.shtml

Strategic Choices Essay