Role and Purpose of Human Resource Management

Role and Purpose of Human Resource Management Analyze the role and purpose of human resource management in a selected service industry Human Resource Management plays a very vital role in all industries, especially that of hospitality. Due to the constant transformation and growth within the industry, the need to obtain an effective Human Resource Management team cannot be ignored. Hotels such as Marriott International has come to the realization that its employees are its largest assets and having a good, skilled and hardworking workforce can be the difference between the companys success or failure (Icmrindia.org, 2004). Human Resource Management can be defined as the process of employing and developing employees in order to efficiently and effectively utilize them in the achievement of company goals and objectives (Parrilla, 2015). Below are the findings related to the role, purpose, and functions of Human Resource Management in service organizations. 1. According to Amos et al., (2008) staffing, employee compensation and benefits, and defining and designing work are three major responsibilities of HRM in the service industry. 2. Maximizing productivity within service industries by optimizing the effectiveness and potential of the organizations staff members is the purpose for which the HRM was created (Nickson, 2013). 3. Bolden-Barrett (n.d.) outlines in her article that recruiting, retention, compensation, liability and labor are the major roles in which the HRM manages. 4. Businesscasestudies.co.uk (n.d.) through its research elaborated that HRM function not only manages existing staff, it also plans for changes that will affect its future staffing needs. 5. HRM is often pressured into finding a level ground between the implementation of Hard or Soft HRM (Riley, n.d.). The service industry is greatly dependent on human resource rather than the resource needed to perform tasks within the organization. As a result of this, the service industry has invested a lot in ensuring that their HRM department is effective and have the necessary resources in order to carry out their functions. Bolden-Barrett (n.d.) outlines in her article that recruiting, retention, compensation, liability and labor are the major roles in which the HRM manages. She believes that by delegating a specific department to handle such roles it will relieve some pressure off management and also eradicate the deterrents that plague the service industry. Nickson (2013) reinforced the views outlined in Bolden-Barretts article by explaining that the purpose of HRM is to maximize productivity within service industries by optimizing the effectiveness and potential of the organizations staff members. With this purpose in mind, the HRM would assess the company and determine what is lacking an d also what it needs in order to succeed and reach its full potential. According to Amos et al., (2008) staffing, employee compensation and benefits, and defining and designing work are three major responsibilities of HRM in the service industry. When broken down further the department would be in charge of managing existing staff, recruiting selecting new staff, laying off workers, providing training and assessment, mentoring motivating, handling evaluation compensations, building strategies, providing legal guidance for both employees and the company and most importantly implementing steps to retain current staff. In fact, Businesscasestudies.co.uk (n.d.) through its research elaborated that HRM function not only manages existing staff, it also plans for changes that will affect its future staffing needs. This kind of plan requires HRM to find a level ground between the implementation of a hard or soft management system (Riley, n.d.). They need consider the risks of implementin g soft HRM and leaving the company at a competitive disadvantage by treating employees as the most important assets or implementing a hard HRM where they end up gaining a more cost effective workforce. Conclusion Achievement within the service industry depends on the individual and collective efforts put in by its workforce. HRM as a practice notably offers support and advice to the senior management within an organization. With that being said, the department plays a role in recruiting, retention, compensation, liability and labor. They meet the expectation of these roles by ensuring that the staff in which they recruit possess the needed skills, mindset and experience in which the company needs. They also ensure that employee recognition programs and various incentives are implemented in order to retain current workers. The HRM department also handles the legality within the organization when it comes to the rights of the workers, the enforcing of labor laws and the exercising of company policies. It can be concluded that in regards to the roles of the HRM within the service industry, they are in fact fulfilling and exceeding expectations. AC. 1.2 Justify a human resources plan based on an analysis of supply and demand for Marriot International Introduction Human resource planning is a process through which an organization identifies its current, immediate and future human resource needs to enable the achievement of set goals and objectives (Buller and McEvoy, 2012). A human resource plan attempts to estimate labor, demand and evaluate the nature, sources, and size of the supply that will be needed to offset that demand (Bratton and Gold, 2010). Hotels like Marriott International have recognized the vital role that a human resource plan plays in the constantly changing environment in the hospitality industry. A human resources plan links with the organizations business plan to ensure the goals of the business are met. An effective human resources plan is, therefore, essential to ensure the employees have the competencies and skills required for the business to succeed. Findings Following are the findings on the labor supply and demand in the hotel industry: 1. According to Boxall and Purcell (2016) developing a human resource plan involves the forecasting of hiring needs and employment arrangements. It involves a series of steps that include the identification of business strategy and needs; conducting a job analysis; writing a job description, and determining the feasibility of hiring. 2. The demand and supply of human resources planning in the services sector are influenced by the specific skills, experience and knowledge level and qualities that the organization requires from employees (Werner and DeSimone, 2012). 3. The internal factors that influence human resource planning include organizations size, organizations culture; organizations structure; business strategy; power and politics; and top management and line managers (Harzing and Pinnington, 2015). 4. The external factors that influence human resource planning include economic condition; government regulations; technological change and advancements; industry characteristics; workforce demographics; competitor actions; and union actions (Choi and Ruona, 2010). 5. Human resource planning is affected by changes in the economic and technological environment. The influx or decrease in economy and technology causes a subsequent change in human resource plans (Bratton and Gold, 2010). Discussion A human resources plan is important in any services industry. According to Bratton and Gold (2010) plans helps organizations to adjust to the rapidly changing environment as the demand for human resources increases. Changes in the technological and economic environment affect the human resources plan. The development of technology may lead to a subsequent reduction of workers while the reduction in the economy may also decrease human resources intake in the services sector. However, organizations need to manage and institute a working human resources plan. Developing a human resources plan involves the forecasting of hiring needs and employment arrangements. This means the business needs to identify its strategy and needs; conduct a job analysis; write a job description; and determine the feasibility of hiring (Boxall and Purcell, 2016). Human resources specific skills, experience and knowledge level and qualities that ensure growth influence their demand and supply (Werner and DeSim one, 2012). Internal and external factors in an organization have an influence in the planning of the human resources. The internal factors include organizations size, organizations culture; organizations structure; business strategy; power and politics; and top management and line managers (Harzing and Pinnington, 2015). The external factors include economic condition; government regulations; technological change and advancements; industry characteristics; workforce demographics; competitor actions; and union actions (Choi and Ruona, 2010). The factors enhance how organizations plan and organize their human resources. Conclusions and Recommendations The organizations in the services sector operate in a constantly changing environment in the world.   Many factors exist that may discourage or hinder these organizations to plan for their human resources at present and in the future. However, instituting a human resources plan ensures that an organization is prepared for any change that may occur in the business environment. A human resources plan assists an organization to fulfill its mandate when managed appropriately. The recommendation is that Marriott International needs to develop a human resources plan with its business plan. The argument is that as external and internal factors influence, affect and change the supply and demand of human resources, the business will adapt to this changes with a plan in place. Assess the current state of employment relations in Marriot International Introduction Employment relations refer to the total interaction or relationship between an employee and the employer (Nickson, 2013). This relationship is in regards to the establishment of employment conditions. The topic of employee relations in Marriot International is crucial because of the realization that a good employment relations program in an organization leads to the success of the organization. As an approach to effective employee treatment, an employment relation incorporates all issues in the workplace employer-employee relationship including equal opportunity, recruitment, organizational structure and, training and development (Lee and Way, 2010). This forms a basis through which the employees remain loyal to the organization and stay committed to fulfilling the objectives of the organization as required in the specific jobs (Lee and Way, 2010). Findings Below are the findings on the current state of employment relations in the service industry 1. There is a significant growth in the number of workers and employers in the service industry. This growth has precipitated a selective approach by both workers and employers in finding their employers and workers respectively (Goetsch and Davis, 2013). 2. Employment relations is revitalized in the service industries as a result of consistent boycotts and strikes by workers in the service sector thus effecting talks on issues affecting the employees (Vidal, 2011). 3. Employment relations are currently being handled by unions representing the employers and the employees while the government stands as the mediator (Davidson et al., 2011). 4. As a response to boycotts and strikes, unions and management in the services sector are cooperating through corporate campaigns and neutrality agreements to ensure employment relations are improved (Nickson, 2013). They institute harmonization measures through arbitration and negotiation teams to settle grievances and disciplinary procedures in employment relations. 5. Low wages, sexual harassment and poor working conditions in the services sector have precipitated the increase in unions organizing strikes and calling for better employment relations agreements (Kusluvan et al., 2010). Discussion Employment relations in the hotel sector are important because it influences job satisfaction, customer retention and the success of the business. The fight to achieve better working conditions has been taken to the employers by employees. According to Kusluvan et al., (2010) low wages, sexual harassment and poor working conditions in the services sector have precipitated the increase in unions organizing strikes and calling for better employment relations agreements. Employee relations have affected how employers and employees select workers and employers respectively (Goetsch and Davis, 2013). Employers and employees look for organizations in the services industry where their needs and requirements will be met. Davidson et al., (2011) researched how HRM handled employment relations in the past and the present. The findings showed employment relations are currently being handled by unions, negotiating teams, and collaborative institutions. They handle employment issues and in extrem e circumstances lead boycotts and strikes to revitalize the issues in the services sector (Vidal, 2011). As a response to boycotts and strikes, unions and management in the services sector are cooperating through corporate campaigns and neutrality agreements to ensure employment relations are improved (Nickson, 2013). They institute harmonization measures through arbitration and negotiation teams to settle grievances in the services industry. Conclusions and Recommendations As an approach to effective employee treatment, employment relations incorporate all issues in the workplace, employer-employee relationship including equal opportunity, recruitment, organizational structure and, training and development. Employment relations contribute to the success or the failure of a given business. Poor relations lead to poor or inadequate services which lead to the business being affected. The recommendation is that Marriott International should institute an effective working relationship between the employers and the employees in the hotel. This is done by ensuring all employees are treated equally and professionally. They should also support their unions by entering into continuous talks on how to improve their conditions thus enhancing employment relations. Discuss how employment law affects the management of human resources in a selected service industry business Government regulations have increased within the hospitality industry over the years especially due to the industrys rapid growth and diversity. According to Simpson (n.d.), employment laws moderate the relationship between the employer and the employee. The laws delegate areas such as wages, benefits, workplace discrimination, safety on the job and immigration, just to name a few. Employment laws within Jamaica are based on common law concept of the contract of employment, legislations and court opinions (Jamaica Trade Union Labour Laws, n.d.). The laws are enacted as a means of protecting workers from unfair treatment within their workplace as well as protecting employers. Findings Below are the findings related to the different employment laws within my country, Jamaica: 1. According to Employment (Termination, etc.) Act (2008) employers should give prior notice to employees who are dismissed for the reason of redundancy. 2. The Holiday with Pay Act of 1974 outlines that pay, gratuities or benefits should be given to workers who are on sick or vacation leave (Under The Holidays With Pay Act, 2000). 3. The Jamaica observer (2016) advised that the National Minimum Wage increase takes effect today, March 1st, 2016. Such recommendations are made by the Minimum Wage Advisory Commission with guidance from the Minimum Wage Act of 1938. 4. Under the Trade Union Act of 1919, Trade Unions were able to become established, get registered and function. The Act also stipulates ways in which membership is acquired and also how disputes should be settled (Trade Union Act, n.d.). 5. The Employment (Equal pay for men and women) Act of 1975 is in place to eliminate discrimination between sexes as it relates to wages for completing the same work (Jamaica: The Employment (Equal Pay for Men and Women) Act, n.d.). Employment laws greatly impact how the human resource within the hospitality industry functions and operates. The various laws are utilized as guidelines to ensure that employees are treated fairly and that management operates within the laws. According to Employment (Termination, etc.) Act (2008) employers should give prior notice to employees who are dismissed for the reason of redundancy. It further explains that the period of the notice depends on how long the employee has been working with the organization and also how they should be paid for their service. The Holiday with Pay Act of 1974 outlines that pay, gratuities or benefits should be given to workers who are on sick or vacation leave (Under The Holidays With Pay Act, 2000). HR will now have to take into consideration the requirements for paying employees who are on sick leave, going on vacation and even workers who work overtime. Employers who do not comply are at risk of being fined upwards of $250,000 and/or prison time .   The Jamaica observer (2016) advised that the National Minimum Wage increase takes effect today, March 1st, 2016. Such recommendations are made by the Minimum Wage Advisory Commission with guidance from the Minimum Wage Act of 1938. This law is mostly geared at protecting workers without a voice or representation from a Union to bargain on their behalf. With that being said, it is still as important as it sets the bar for the minimum pay in which a certain group of workers should receive. Under the Trade Union Act of 1919, Trade Unions were able to become established, get registered and function. The Act also stipulates ways in which membership is acquired and also how disputes should be settled (Trade Union Act, n.d.). Hotel workers are now able to gain Union representatives under this law. Workers no longer have to strike when their contracts have been breached, as now they have legal representatives who are able to negotiate, deliberate and argue on their behalf. Human Resource Management within the hotel industry will need to sit with Union representatives and negotiate proper wages for workers, decent working conditions and also fair schedules. The Employment (Equal pay for men and women) Act of 1975 is in place to eliminate discrimination between sexes as it relates to wages for completing the same work (Jamaica: The Employment (Equal Pay for Men and Women) Act, n.d.). HR management under this act is obligated in paying workers of both sexes equally to do the same amount of work. Therefore, if the hotel has a male and female chef that does the same amount of work then one shouldnt be getting more pay than the other just because they are a different gender. In addition, both workers should be treated equally and fairly.   Ã‚   Recommendation/Conclusion The hotel industry succeeds when there are full corporation and understanding between employees and employers. As an HR manager, it is my duty to ensure that in creating corporation between management and workers I am also able to do so within the employment laws that governs the country. When these laws are understood, followed and implemented by myself, management and workers then it saves the hotel money- by preventing fines, time- by avoiding lawsuits and lengthy court hearings, and also bad publicity. When the various employment laws are enforced the hotel will experience fewer turnovers, as workers will appreciate the measures taken to ensure that they are fairly treated and therefore will not want to resign. In addition, productivity will increase as workers will be certain that they will receive proper compensation for their labor. Subsequently, with increased productivity, there will be better service and product quality as well; workers will have greater commitment and be c ompelled to put in more work. Last but not least, with the representation of Unions, workers are more trusting and comfortable in their working environment; this is because they know the Union will act in their best interest.

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Pros and Cons on Medical Marijuana Medical marijuana is referred to parts of herb cannabis that is used as a form of medicine or herbal therapy. These parts contain the compounds that produce the mild altering effect that recreational users seek when smoking or ingesting the plant. Researches have shown that it is able to provide chronic pain relief. Marijuana has been used as a folk or traditional remedy for a variety of health conditions for many of years. Medical marijuana is a management tool that can reduce patient’s pain and improve quality of life, without the same serious side effects associated with use of pharmaceutical pain relievers. Proponents agree that medical marijuana can be a safe and effective treatment for the symptoms of cancer, Aids, MS, glaucoma, and other conditions. Marijuana legalization boosted the economy such as reducing marijuana prices, saving huge prison cost, and many more. Some scientist feel that more research have shown that cannabinoids is useful in treating multiple sclerosis. Marijuana may protect nerves from the kind of damage that occurs during the disease. People believe that marijuana is less toxic than many drugs that physicians prescribe every day. The primary reasons people support marijuana is because they believe marijuana is no more harmful to a person’s health than alcohol or tobacco, legalizing marijuana in more states would end certain criminal behavior, and marijuana is one of Americas top selling agricultural products. Also, marijuana can be a rich new source of tax revenues nationwide which can help lift the U.S economy out of a recession and money would be saved annually in government spending on enforcement, including for the FBI. Supporters believe ... ...to qualify for medical marijuana prescriptions, while other states accept registry ID cards from any state. In 2012, more than 740, 000 people were arrested in the United States for marijuana related offenses. Many physicians believe that marijuana is the best available treatment for some of their patients because marijuana produces no unacceptable risks to the users or the community. Medical marijuana is a valid choice for those in real need but although marijuana may serve a beneficial function for people. Medical Marijuana is a valid choice for those in real need but although marijuana may serve a beneficial function for people with certain health conditions, marijuana is not a beneficial drug for anyone who does not explicitly require it for symptoms relief. Medical marijuana can help some people but that does that make marijuana a good idea for all people.

Major Aspects if the Marketing Plan

This three year marketing plan has been formulated to curb the negative effects on the perception about the McDonald’s Corporation of the larger community. Further, it is the intent behind the formulation of this plan to make positive use of all the negative publicity targeted towards McDonald’s by criticisms such as those raised by the documentary film â€Å"Super Size Me† and the book and film of the same title, â€Å"Fast Food Nation†, as publicity although negative brings with it the focus and spotlight of the media on the company and any efforts on the part of the Corporation to resurface as an advocate of healthy living will be publicized with as much fervor by the various media. The plan involves an operational as well as marketing shift in focus towards a more healthy life and a balanced diet while promoting healthy habits such as working out as well as encouraging the youngsters of the country to pursue higher education and save money for college. Major Aspects if the Marketing Plan This plan is spread over a time span of three years, outlining the product, pricing, distribution and promotion strategies to be implemented and executed during this time. The plan takes into consideration that while the McDonald’s brand image is one of its greatest strengths, this strength is slowly waning away under the intense scrutiny and attention of the media towards the various criticisms launched against McDonald’s and thus it proposes a revitalization of the McDonald’s philosophy so as to focus on the youth and value a healthy lifestyle, healthy eating habits, smart choices and education. The plan also outline the structural issues that may arise during its implementation and execution, tactical initiatives to turn strategy into action and methods, means and measures for the evaluation and control of the marketing effort through regular marketing audits. The concentration on targeting the marketing efforts towards youngsters will mean a shift from marketing efforts targeted towards children in order to get to their parents’ pockets. This will also mean that the primary target market then will be between the ages of 18 and 35, whereas the secondary market will include other age groups as well. Situation Analysis Analysis of Internal Environment Since it is the world’s top fast food company in terms of sales, it is hard to believe that McDonald’s has only recently recovered from a severe and persistent downturn in sales. CEO Jim Skinner’s strategy for bringing the fast food giant back on its feet has been based largely on improving the quality of food instead of expanding rapidly and increasing the number of locations where McDonald’s is available. Furthermore, out of a total of almost 31, 000 restaurants in around 120 countries worldwide, 75% are being run by franchisees rather then by the corporation itself. In addition to improving food quality through upgrading of facilities, the McDonald’s Corporation has also been consciously attempting to decrease the number of company run outlets, with the plan of transferring ownership of 2300 locations to licensees by the year 2008. (McDonald’s Corporation Company Profile) Analysis of Customer Environment â€Å"With the successful expansion of McDonald's into many international markets, the company has become a symbol of globalization and the spread of the American way of life† (Wikipedia). The ‘American way of life’ is fast paced, always on the go, technology driven and consistently changing; with divorce rates increasing and the number of single parent families on the rise. The world over, the number of women in the workforce is increasing year by year, contributing to the rise in families with both parents working. â€Å"Fast food restaurants differ from full-service restaurants in that customers generally order and pay before eating† because the typical fast food customer is in a hurry and demands a quick meal. The typical fast food consumer is between he ages of 18 and 35, with no children. (Fast Food and Quickservice Restaurant Industry) Analysis of External Environment According to Hoover’s profile of the Fast Food and Quickservice Restaurant industry, demand in the industry is driven by â€Å"personal income† and â€Å"demographics and â€Å"the profitability of individual companies depends on efficient operations, effective marketing, and the ability to provide fast service†. Also, large companies are at and advantage because they can efficiently reap the benefits of economies of scale, making money out of volume rather then big margins (Fast Food and Quickservice Restaurant Industry). The top competitors for McDonald’s are Burger King, Subway and YUM! Foods (McDonald’s Corporation Company Profile) although â€Å"fullservice restaurants; supermarkets; delis; convenience stores; snack shops (donut or bagel shops); cafeterias† and other companies that offer prepared food are all part of the competition (Fast Food and Quickservice Restaurant Industry). SWOT Analysis Strengths Being a multinational company with operations in over 120 countries of the world, McDonald’s global presence and its sheer size as an organization is a huge strength, enabling it to benefit from economies of scale and profit sanctuaries. Other then that, McDonald’s ability of adaptation to local cultures wherever it appears on the globe has enabled it to expand across borders, countries and continents; a feat made possible by the strategy of operating through franchisees and licensees. The other great strengths of McDonald’s are its brand image, brand equity and expansive financial resources. Weaknesses The one weakness of the McDonald’s Corporation is its inability to adapt to changing tastes. Like most big companies, McDonald’s is to an extent a victim of its own success, a giant that is slow to wake up to problems and challenges. Opportunities The opportunities for McDonald’s as a multinational fast food company lie in developing countries which are home to growing markets of fast food and in developed countries where adults remain largely untapped as a market for fast food. Threats McDonald’s faces the threat of immense competition from its top competitors; Burger King, Subway and YUM! In addition to this, threats are also posed by the issues raised in the book Eric Schlosser titled â€Å"Fast Food Nation†, the movie of the same name and the documentary film â€Å"Super Size Me† by Morgan Spurlock. Schlosser’s book alleges that McDonald’s among other fast food companies â€Å"uses its political influence to increase their own profits at the expense of people's health and the social conditions of its workers† while also questioning McDonald’s practice of advertising tactics which target children. Spurlock’s documentary film, featuring himself as the participant in an experiment where for 30 days, he ate only McDonald’s food raises similar allegations, proclaiming that â€Å"McDonald's food was contributing heavily to the epidemic of obesity in American society, and failing to provide nutritional information about its food for its customers† (Wikipedia) Analysis of the SWOT matrix In light of the SWOT analysis conducted above, it may be concluded that McDonald’s possesses the capability of overcoming the threats posed by negative publicity caused by the films such as â€Å"Fast Food Nation† and â€Å"Super Size Me† and various other social activists because it has access to the financial resources which would be required to curb this negative publicity. The only thing lacking is a specific focus of the management on this issue and its resolution. Developing competitive advantages McDonald’s can develop competitive advantages by becoming a socially responsible and aware organization, especially by actively supporting a cause which cancels or nullifies the impact of the aforementioned negative publicity. It is proposed that McDonald’s concentrate on social responsibility and public relations by supporting a cause which it can internalize into the organization. The proposed cause is the physical and mental well being of youngsters which includes leading healthy lives free from eating disorders such as obesity, anorexia, bulimia etc and a college education. Developing a Strategic Focus To fight the ongoing battle against negative publicity against McDonald’s it is suggested that the McDonald’s Corporation develop a strategic focus on resolving this issue and through this resolution pave the path for future development and growth of the company. It is proposed that McDonald’s create this strategic focus by concentrating marketing efforts towards youngsters between the ages of 18 and 35 rather then the McDonald’s trademark of the use of ‘ester power’ to influence children. Marketing Goals and Objectives Marketing Goals The goal of marketing according to this plan will be to use marketing communications with the intent of converting the negative publicity targeted towards McDonald’s into positive and turn it into an advantage for the company. Marketing Objectives The objective of the marketing campaign will be to nullify the negative perception regarding McDonald’s that it is contributing towards the spreading of the â€Å"epidemic† that is â€Å"obesity† and establish that McDonald’s is a healthy organization which believes in and values physical fitness as well as personal wellbeing and self esteem. Marketing Strategy The marketing strategy throughout the tenure of this plan will be to focus on youngsters and students, seeking to culminate the habit of working out and eating healthy, making smart choices and supporting education of the youth of the world. Primary Target Market The primary target market for McDonald’s is students and youngsters between the ages of 18 and 35. The secondary target market includes people of all ages who are looking for a quick, yet fulfilling meal as well as children who otherwise run away from eating and would rather play in the park then be home at meal times. Product Strategy McDonald’s will offer its usual, popular products that it is known for, however it will start printing nutritional content on the actual packaging of the product in legible font size, black in colour. However, the quantities of the contents will be reconsidered and changed according to the daily requirement of each by the human body to remain fit and healthy. Pricing Strategy McDonald’s will offer student discounts at its outlets for students living away from home, granted on products specially designed for students redeemable on showing student identity cards at the time of purchase. Distribution Strategy Distribution will be carried out in the usual manner through company owned and franchised outlets and kiosks. Integrated Marketing Communication Strategy The integrated marketing communication strategy will involve the extensive use of advertising and public relations to publicize McDonald’s effort of supporting healthy eating habits and making smart choices. Marketing Implementation The marketing strategy outlined above will be implemented through an extensive media, supporting PR plan and a massive revitalizing effort designed to convert the effects of the negative publicity brought on by issues raised in â€Å"Super Size Me† and â€Å"Fast Food Nation† by focusing on students and youngsters. Structural Issues The structural issues that will be faced during the implementation of this marketing plan may include employee resistance, inconsistencies between company run and franchised eateries and slow conversion from the past practices to the ones proposed in this plan. A major structural issue will be faced in shifting the marketing and operational focus on to young adults instead of that which was previously on children through advertising the McDonald’s toys given away with the Happy Meals and the famous Play Places. Tactical Marketing Activities The tactical activities will include a number of youth oriented programs, which will support healthier eating habits for both, those who eat less then is healthy as well as those who eat more then is healthy, smarter choices by young people and assistance with educational endeavours. Jobs at McDonald’s outlets will be publicized to be open for candidates who are studying at school, college and/or wish to save for a college education; nutritional content will be printed on the packaging of products and will de re-proportioned to be aligned with the requirement of a young healthy human body; public service messages regarding eating disorders such as anorexia and obesity will be funded; Club McDonald’s will be founded where youngsters with eating disorders and the will to take control of their situation will be provided with expert counseling, interaction with others youngsters facing similar problems along with the comfort of knowing that they are not alone. Evaluation and Control Since the goals and objectives of this plan focus on dealing with the negative perception regarding McDonald’s caused by such criticisms as posed by media such as â€Å"Super Size Me† and â€Å"Fast Food Nation†, the evaluation and control measures will also focus on measuring the impact of the marketing effort on such perceptions. Formal controls Formal controls will include the establishment of performance targets for each of the tactical initiatives proposed in this plan on regular intervals, ensuring that these targets are met, and if this is not so then ascertaining the reasons for exceeding or failing to meet these targets on the part of those held accountable. Informal controls Informal controls will take the form of feedback forums on the websites for each tactical initiative as well as the reviews of participants/member of Club McDonald’s. Implementation Schedule and Timeline This plan will span over a period of three years, after which the goals and objectives would have been met in the manner that is outlined in this plan. Each initiative will be timed according to the best possible situational conditions which are conducive the successful implementation of the initiative. McDonald’s will resurface as an advocate of healthy living, smart choices and education for all. Marketing Audits During the three year life span of this marketing plan, marketing audits will be conducted at regular intervals, that once after every quarter of a year meaning that there will be a total of 12 marketing audits conducted throughout the 3 year time span of the marketing plan. Bibliography Fast Food and Quickservice Restaurant Industry. Retrieved on Jun 15, 2007 Fast Food Nation. Retrieved on Jun 15, 2007 from: http://en.wikipedia.org/wiki/Fast_Food_Nation McDonald’s. Retrieved on Jun 15, 2007 from: http://en.wikipedia.org/wiki/McDonald%27s McDonald’s Corporation Company Profile. Retrieved on Jun 15, 2007 ; Major Aspects if the Marketing Plan This three year marketing plan has been formulated to curb the negative effects on the perception about the McDonald’s Corporation of the larger community. Further, it is the intent behind the formulation of this plan to make positive use of all the negative publicity targeted towards McDonald’s by criticisms such as those raised by the documentary film â€Å"Super Size Me† and the book and film of the same title, â€Å"Fast Food Nation†, as publicity although negative brings with it the focus and spotlight of the media on the company and any efforts on the part of the Corporation to resurface as an advocate of healthy living will be publicized with as much fervor by the various media. The plan involves an operational as well as marketing shift in focus towards a more healthy life and a balanced diet while promoting healthy habits such as working out as well as encouraging the youngsters of the country to pursue higher education and save money for college. Major Aspects if the Marketing Plan This plan is spread over a time span of three years, outlining the product, pricing, distribution and promotion strategies to be implemented and executed during this time. The plan takes into consideration that while the McDonald’s brand image is one of its greatest strengths, this strength is slowly waning away under the intense scrutiny and attention of the media towards the various criticisms launched against McDonald’s and thus it proposes a revitalization of the McDonald’s philosophy so as to focus on the youth and value a healthy lifestyle, healthy eating habits, smart choices and education. The plan also outline the structural issues that may arise during its implementation and execution, tactical initiatives to turn strategy into action and methods, means and measures for the evaluation and control of the marketing effort through regular marketing audits. The concentration on targeting the marketing efforts towards youngsters will mean a shift from marketing efforts targeted towards children in order to get to their parents’ pockets. This will also mean that the primary target market then will be between the ages of 18 and 35, whereas the secondary market will include other age groups as well. Situation Analysis Analysis of Internal Environment Since it is the world’s top fast food company in terms of sales, it is hard to believe that McDonald’s has only recently recovered from a severe and persistent downturn in sales. CEO Jim Skinner’s strategy for bringing the fast food giant back on its feet has been based largely on improving the quality of food instead of expanding rapidly and increasing the number of locations where McDonald’s is available. Furthermore, out of a total of almost 31, 000 restaurants in around 120 countries worldwide, 75% are being run by franchisees rather then by the corporation itself. In addition to improving food quality through upgrading of facilities, the McDonald’s Corporation has also been consciously attempting to decrease the number of company run outlets, with the plan of transferring ownership of 2300 locations to licensees by the year 2008. (McDonald’s Corporation Company Profile) Analysis of Customer Environment â€Å"With the successful expansion of McDonald's into many international markets, the company has become a symbol of globalization and the spread of the American way of life† (Wikipedia). The ‘American way of life’ is fast paced, always on the go, technology driven and consistently changing; with divorce rates increasing and the number of single parent families on the rise. The world over, the number of women in the workforce is increasing year by year, contributing to the rise in families with both parents working. â€Å"Fast food restaurants differ from full-service restaurants in that customers generally order and pay before eating† because the typical fast food customer is in a hurry and demands a quick meal. The typical fast food consumer is between he ages of 18 and 35, with no children. (Fast Food and Quickservice Restaurant Industry) Analysis of External Environment According to Hoover’s profile of the Fast Food and Quickservice Restaurant industry, demand in the industry is driven by â€Å"personal income† and â€Å"demographics and â€Å"the profitability of individual companies depends on efficient operations, effective marketing, and the ability to provide fast service†. Also, large companies are at and advantage because they can efficiently reap the benefits of economies of scale, making money out of volume rather then big margins (Fast Food and Quickservice Restaurant Industry). The top competitors for McDonald’s are Burger King, Subway and YUM! Foods (McDonald’s Corporation Company Profile) although â€Å"fullservice restaurants; supermarkets; delis; convenience stores; snack shops (donut or bagel shops); cafeterias† and other companies that offer prepared food are all part of the competition (Fast Food and Quickservice Restaurant Industry). SWOT Analysis Strengths Being a multinational company with operations in over 120 countries of the world, McDonald’s global presence and its sheer size as an organization is a huge strength, enabling it to benefit from economies of scale and profit sanctuaries. Other then that, McDonald’s ability of adaptation to local cultures wherever it appears on the globe has enabled it to expand across borders, countries and continents; a feat made possible by the strategy of operating through franchisees and licensees. The other great strengths of McDonald’s are its brand image, brand equity and expansive financial resources. Weaknesses The one weakness of the McDonald’s Corporation is its inability to adapt to changing tastes. Like most big companies, McDonald’s is to an extent a victim of its own success, a giant that is slow to wake up to problems and challenges. Opportunities The opportunities for McDonald’s as a multinational fast food company lie in developing countries which are home to growing markets of fast food and in developed countries where adults remain largely untapped as a market for fast food. Threats McDonald’s faces the threat of immense competition from its top competitors; Burger King, Subway and YUM! In addition to this, threats are also posed by the issues raised in the book Eric Schlosser titled â€Å"Fast Food Nation†, the movie of the same name and the documentary film â€Å"Super Size Me† by Morgan Spurlock. Schlosser’s book alleges that McDonald’s among other fast food companies â€Å"uses its political influence to increase their own profits at the expense of people's health and the social conditions of its workers† while also questioning McDonald’s practice of advertising tactics which target children. Spurlock’s documentary film, featuring himself as the participant in an experiment where for 30 days, he ate only McDonald’s food raises similar allegations, proclaiming that â€Å"McDonald's food was contributing heavily to the epidemic of obesity in American society, and failing to provide nutritional information about its food for its customers† (Wikipedia) Analysis of the SWOT matrix In light of the SWOT analysis conducted above, it may be concluded that McDonald’s possesses the capability of overcoming the threats posed by negative publicity caused by the films such as â€Å"Fast Food Nation† and â€Å"Super Size Me† and various other social activists because it has access to the financial resources which would be required to curb this negative publicity. The only thing lacking is a specific focus of the management on this issue and its resolution. Developing competitive advantages McDonald’s can develop competitive advantages by becoming a socially responsible and aware organization, especially by actively supporting a cause which cancels or nullifies the impact of the aforementioned negative publicity. It is proposed that McDonald’s concentrate on social responsibility and public relations by supporting a cause which it can internalize into the organization. The proposed cause is the physical and mental well being of youngsters which includes leading healthy lives free from eating disorders such as obesity, anorexia, bulimia etc and a college education. Developing a Strategic Focus To fight the ongoing battle against negative publicity against McDonald’s it is suggested that the McDonald’s Corporation develop a strategic focus on resolving this issue and through this resolution pave the path for future development and growth of the company. It is proposed that McDonald’s create this strategic focus by concentrating marketing efforts towards youngsters between the ages of 18 and 35 rather then the McDonald’s trademark of the use of ‘ester power’ to influence children. Marketing Goals and Objectives Marketing Goals The goal of marketing according to this plan will be to use marketing communications with the intent of converting the negative publicity targeted towards McDonald’s into positive and turn it into an advantage for the company. Marketing Objectives The objective of the marketing campaign will be to nullify the negative perception regarding McDonald’s that it is contributing towards the spreading of the â€Å"epidemic† that is â€Å"obesity† and establish that McDonald’s is a healthy organization which believes in and values physical fitness as well as personal wellbeing and self esteem. Marketing Strategy The marketing strategy throughout the tenure of this plan will be to focus on youngsters and students, seeking to culminate the habit of working out and eating healthy, making smart choices and supporting education of the youth of the world. Primary Target Market The primary target market for McDonald’s is students and youngsters between the ages of 18 and 35. The secondary target market includes people of all ages who are looking for a quick, yet fulfilling meal as well as children who otherwise run away from eating and would rather play in the park then be home at meal times. Product Strategy McDonald’s will offer its usual, popular products that it is known for, however it will start printing nutritional content on the actual packaging of the product in legible font size, black in colour. However, the quantities of the contents will be reconsidered and changed according to the daily requirement of each by the human body to remain fit and healthy. Pricing Strategy McDonald’s will offer student discounts at its outlets for students living away from home, granted on products specially designed for students redeemable on showing student identity cards at the time of purchase. Distribution Strategy Distribution will be carried out in the usual manner through company owned and franchised outlets and kiosks. Integrated Marketing Communication Strategy The integrated marketing communication strategy will involve the extensive use of advertising and public relations to publicize McDonald’s effort of supporting healthy eating habits and making smart choices. Marketing Implementation The marketing strategy outlined above will be implemented through an extensive media, supporting PR plan and a massive revitalizing effort designed to convert the effects of the negative publicity brought on by issues raised in â€Å"Super Size Me† and â€Å"Fast Food Nation† by focusing on students and youngsters. Structural Issues The structural issues that will be faced during the implementation of this marketing plan may include employee resistance, inconsistencies between company run and franchised eateries and slow conversion from the past practices to the ones proposed in this plan. A major structural issue will be faced in shifting the marketing and operational focus on to young adults instead of that which was previously on children through advertising the McDonald’s toys given away with the Happy Meals and the famous Play Places. Tactical Marketing Activities The tactical activities will include a number of youth oriented programs, which will support healthier eating habits for both, those who eat less then is healthy as well as those who eat more then is healthy, smarter choices by young people and assistance with educational endeavours. Jobs at McDonald’s outlets will be publicized to be open for candidates who are studying at school, college and/or wish to save for a college education; nutritional content will be printed on the packaging of products and will de re-proportioned to be aligned with the requirement of a young healthy human body; public service messages regarding eating disorders such as anorexia and obesity will be funded; Club McDonald’s will be founded where youngsters with eating disorders and the will to take control of their situation will be provided with expert counseling, interaction with others youngsters facing similar problems along with the comfort of knowing that they are not alone. Evaluation and Control Since the goals and objectives of this plan focus on dealing with the negative perception regarding McDonald’s caused by such criticisms as posed by media such as â€Å"Super Size Me† and â€Å"Fast Food Nation†, the evaluation and control measures will also focus on measuring the impact of the marketing effort on such perceptions. Formal controls Formal controls will include the establishment of performance targets for each of the tactical initiatives proposed in this plan on regular intervals, ensuring that these targets are met, and if this is not so then ascertaining the reasons for exceeding or failing to meet these targets on the part of those held accountable. Informal controls Informal controls will take the form of feedback forums on the websites for each tactical initiative as well as the reviews of participants/member of Club McDonald’s. Implementation Schedule and Timeline This plan will span over a period of three years, after which the goals and objectives would have been met in the manner that is outlined in this plan. Each initiative will be timed according to the best possible situational conditions which are conducive the successful implementation of the initiative. McDonald’s will resurface as an advocate of healthy living, smart choices and education for all. Marketing Audits During the three year life span of this marketing plan, marketing audits will be conducted at regular intervals, that once after every quarter of a year meaning that there will be a total of 12 marketing audits conducted throughout the 3 year time span of the marketing plan. Bibliography Fast Food and Quickservice Restaurant Industry. Retrieved on Jun 15, 2007 Fast Food Nation. Retrieved on Jun 15, 2007 from: http://en.wikipedia.org/wiki/Fast_Food_Nation McDonald’s. Retrieved on Jun 15, 2007 from: http://en.wikipedia.org/wiki/McDonald%27s McDonald’s Corporation Company Profile. Retrieved on Jun 15, 2007 ; Major Aspects if the Marketing Plan This three year marketing plan has been formulated to curb the negative effects on the perception about the McDonald’s Corporation of the larger community. Further, it is the intent behind the formulation of this plan to make positive use of all the negative publicity targeted towards McDonald’s by criticisms such as those raised by the documentary film â€Å"Super Size Me† and the book and film of the same title, â€Å"Fast Food Nation†, as publicity although negative brings with it the focus and spotlight of the media on the company and any efforts on the part of the Corporation to resurface as an advocate of healthy living will be publicized with as much fervor by the various media. The plan involves an operational as well as marketing shift in focus towards a more healthy life and a balanced diet while promoting healthy habits such as working out as well as encouraging the youngsters of the country to pursue higher education and save money for college. Major Aspects if the Marketing Plan This plan is spread over a time span of three years, outlining the product, pricing, distribution and promotion strategies to be implemented and executed during this time. The plan takes into consideration that while the McDonald’s brand image is one of its greatest strengths, this strength is slowly waning away under the intense scrutiny and attention of the media towards the various criticisms launched against McDonald’s and thus it proposes a revitalization of the McDonald’s philosophy so as to focus on the youth and value a healthy lifestyle, healthy eating habits, smart choices and education. The plan also outline the structural issues that may arise during its implementation and execution, tactical initiatives to turn strategy into action and methods, means and measures for the evaluation and control of the marketing effort through regular marketing audits. The concentration on targeting the marketing efforts towards youngsters will mean a shift from marketing efforts targeted towards children in order to get to their parents’ pockets. This will also mean that the primary target market then will be between the ages of 18 and 35, whereas the secondary market will include other age groups as well. Situation Analysis Analysis of Internal Environment Since it is the world’s top fast food company in terms of sales, it is hard to believe that McDonald’s has only recently recovered from a severe and persistent downturn in sales. CEO Jim Skinner’s strategy for bringing the fast food giant back on its feet has been based largely on improving the quality of food instead of expanding rapidly and increasing the number of locations where McDonald’s is available. Furthermore, out of a total of almost 31, 000 restaurants in around 120 countries worldwide, 75% are being run by franchisees rather then by the corporation itself. In addition to improving food quality through upgrading of facilities, the McDonald’s Corporation has also been consciously attempting to decrease the number of company run outlets, with the plan of transferring ownership of 2300 locations to licensees by the year 2008. (McDonald’s Corporation Company Profile) Analysis of Customer Environment â€Å"With the successful expansion of McDonald's into many international markets, the company has become a symbol of globalization and the spread of the American way of life† (Wikipedia). The ‘American way of life’ is fast paced, always on the go, technology driven and consistently changing; with divorce rates increasing and the number of single parent families on the rise. The world over, the number of women in the workforce is increasing year by year, contributing to the rise in families with both parents working. â€Å"Fast food restaurants differ from full-service restaurants in that customers generally order and pay before eating† because the typical fast food customer is in a hurry and demands a quick meal. The typical fast food consumer is between he ages of 18 and 35, with no children. (Fast Food and Quickservice Restaurant Industry) Analysis of External Environment According to Hoover’s profile of the Fast Food and Quickservice Restaurant industry, demand in the industry is driven by â€Å"personal income† and â€Å"demographics and â€Å"the profitability of individual companies depends on efficient operations, effective marketing, and the ability to provide fast service†. Also, large companies are at and advantage because they can efficiently reap the benefits of economies of scale, making money out of volume rather then big margins (Fast Food and Quickservice Restaurant Industry). The top competitors for McDonald’s are Burger King, Subway and YUM! Foods (McDonald’s Corporation Company Profile) although â€Å"fullservice restaurants; supermarkets; delis; convenience stores; snack shops (donut or bagel shops); cafeterias† and other companies that offer prepared food are all part of the competition (Fast Food and Quickservice Restaurant Industry). SWOT Analysis Strengths Being a multinational company with operations in over 120 countries of the world, McDonald’s global presence and its sheer size as an organization is a huge strength, enabling it to benefit from economies of scale and profit sanctuaries. Other then that, McDonald’s ability of adaptation to local cultures wherever it appears on the globe has enabled it to expand across borders, countries and continents; a feat made possible by the strategy of operating through franchisees and licensees. The other great strengths of McDonald’s are its brand image, brand equity and expansive financial resources. Weaknesses The one weakness of the McDonald’s Corporation is its inability to adapt to changing tastes. Like most big companies, McDonald’s is to an extent a victim of its own success, a giant that is slow to wake up to problems and challenges. Opportunities The opportunities for McDonald’s as a multinational fast food company lie in developing countries which are home to growing markets of fast food and in developed countries where adults remain largely untapped as a market for fast food. Threats McDonald’s faces the threat of immense competition from its top competitors; Burger King, Subway and YUM! In addition to this, threats are also posed by the issues raised in the book Eric Schlosser titled â€Å"Fast Food Nation†, the movie of the same name and the documentary film â€Å"Super Size Me† by Morgan Spurlock. Schlosser’s book alleges that McDonald’s among other fast food companies â€Å"uses its political influence to increase their own profits at the expense of people's health and the social conditions of its workers† while also questioning McDonald’s practice of advertising tactics which target children. Spurlock’s documentary film, featuring himself as the participant in an experiment where for 30 days, he ate only McDonald’s food raises similar allegations, proclaiming that â€Å"McDonald's food was contributing heavily to the epidemic of obesity in American society, and failing to provide nutritional information about its food for its customers† (Wikipedia) Analysis of the SWOT matrix In light of the SWOT analysis conducted above, it may be concluded that McDonald’s possesses the capability of overcoming the threats posed by negative publicity caused by the films such as â€Å"Fast Food Nation† and â€Å"Super Size Me† and various other social activists because it has access to the financial resources which would be required to curb this negative publicity. The only thing lacking is a specific focus of the management on this issue and its resolution. Developing competitive advantages McDonald’s can develop competitive advantages by becoming a socially responsible and aware organization, especially by actively supporting a cause which cancels or nullifies the impact of the aforementioned negative publicity. It is proposed that McDonald’s concentrate on social responsibility and public relations by supporting a cause which it can internalize into the organization. The proposed cause is the physical and mental well being of youngsters which includes leading healthy lives free from eating disorders such as obesity, anorexia, bulimia etc and a college education. Developing a Strategic Focus To fight the ongoing battle against negative publicity against McDonald’s it is suggested that the McDonald’s Corporation develop a strategic focus on resolving this issue and through this resolution pave the path for future development and growth of the company. It is proposed that McDonald’s create this strategic focus by concentrating marketing efforts towards youngsters between the ages of 18 and 35 rather then the McDonald’s trademark of the use of ‘ester power’ to influence children. Marketing Goals and Objectives Marketing Goals The goal of marketing according to this plan will be to use marketing communications with the intent of converting the negative publicity targeted towards McDonald’s into positive and turn it into an advantage for the company. Marketing Objectives The objective of the marketing campaign will be to nullify the negative perception regarding McDonald’s that it is contributing towards the spreading of the â€Å"epidemic† that is â€Å"obesity† and establish that McDonald’s is a healthy organization which believes in and values physical fitness as well as personal wellbeing and self esteem. Marketing Strategy The marketing strategy throughout the tenure of this plan will be to focus on youngsters and students, seeking to culminate the habit of working out and eating healthy, making smart choices and supporting education of the youth of the world. Primary Target Market The primary target market for McDonald’s is students and youngsters between the ages of 18 and 35. The secondary target market includes people of all ages who are looking for a quick, yet fulfilling meal as well as children who otherwise run away from eating and would rather play in the park then be home at meal times. Product Strategy McDonald’s will offer its usual, popular products that it is known for, however it will start printing nutritional content on the actual packaging of the product in legible font size, black in colour. However, the quantities of the contents will be reconsidered and changed according to the daily requirement of each by the human body to remain fit and healthy. Pricing Strategy McDonald’s will offer student discounts at its outlets for students living away from home, granted on products specially designed for students redeemable on showing student identity cards at the time of purchase. Distribution Strategy Distribution will be carried out in the usual manner through company owned and franchised outlets and kiosks. Integrated Marketing Communication Strategy The integrated marketing communication strategy will involve the extensive use of advertising and public relations to publicize McDonald’s effort of supporting healthy eating habits and making smart choices. Marketing Implementation The marketing strategy outlined above will be implemented through an extensive media, supporting PR plan and a massive revitalizing effort designed to convert the effects of the negative publicity brought on by issues raised in â€Å"Super Size Me† and â€Å"Fast Food Nation† by focusing on students and youngsters. Structural Issues The structural issues that will be faced during the implementation of this marketing plan may include employee resistance, inconsistencies between company run and franchised eateries and slow conversion from the past practices to the ones proposed in this plan. A major structural issue will be faced in shifting the marketing and operational focus on to young adults instead of that which was previously on children through advertising the McDonald’s toys given away with the Happy Meals and the famous Play Places. Tactical Marketing Activities The tactical activities will include a number of youth oriented programs, which will support healthier eating habits for both, those who eat less then is healthy as well as those who eat more then is healthy, smarter choices by young people and assistance with educational endeavours. Jobs at McDonald’s outlets will be publicized to be open for candidates who are studying at school, college and/or wish to save for a college education; nutritional content will be printed on the packaging of products and will de re-proportioned to be aligned with the requirement of a young healthy human body; public service messages regarding eating disorders such as anorexia and obesity will be funded; Club McDonald’s will be founded where youngsters with eating disorders and the will to take control of their situation will be provided with expert counseling, interaction with others youngsters facing similar problems along with the comfort of knowing that they are not alone. Evaluation and Control Since the goals and objectives of this plan focus on dealing with the negative perception regarding McDonald’s caused by such criticisms as posed by media such as â€Å"Super Size Me† and â€Å"Fast Food Nation†, the evaluation and control measures will also focus on measuring the impact of the marketing effort on such perceptions. Formal controls Formal controls will include the establishment of performance targets for each of the tactical initiatives proposed in this plan on regular intervals, ensuring that these targets are met, and if this is not so then ascertaining the reasons for exceeding or failing to meet these targets on the part of those held accountable. Informal controls Informal controls will take the form of feedback forums on the websites for each tactical initiative as well as the reviews of participants/member of Club McDonald’s. Implementation Schedule and Timeline This plan will span over a period of three years, after which the goals and objectives would have been met in the manner that is outlined in this plan. Each initiative will be timed according to the best possible situational conditions which are conducive the successful implementation of the initiative. McDonald’s will resurface as an advocate of healthy living, smart choices and education for all. Marketing Audits During the three year life span of this marketing plan, marketing audits will be conducted at regular intervals, that once after every quarter of a year meaning that there will be a total of 12 marketing audits conducted throughout the 3 year time span of the marketing plan. Bibliography Fast Food and Quickservice Restaurant Industry. Retrieved on Jun 15, 2007 Fast Food Nation. Retrieved on Jun 15, 2007 from: http://en.wikipedia.org/wiki/Fast_Food_Nation McDonald’s. Retrieved on Jun 15, 2007 from: http://en.wikipedia.org/wiki/McDonald%27s McDonald’s Corporation Company Profile. Retrieved on Jun 15, 2007 ;

The Movie Mary And Max, Portrays A Dark And Gloomy World

The movie Mary and Max, portrays a dark and gloomy world of a eight-year old Mary Daisy Dinkle from Australia and fortyfive-year old Max Jerry Horowitz from New York City. Mary, as a result of her lonely life without friends, decides to pick a random person from a ‘brown’ book filled with names and addresses in the United States and writes him a letter. However, does the person on the other side of the globe longs for a letter from an eight-year old girl? Max Horowitz lives a lonely world in the city that never sleeps, New York City. However, the director, Adam Elliot, portrays the city from a totally different perspective. In the beginning of the movie, when there is a shot on the sign of Welcome to New York, it is followed by 3 gunshots†¦show more content†¦Even though, Mary becomes Max’s friend, she causes him many anxiety attacks, as she confronts him with her human behaviour, incomprehensible for Max. Hence, Mary’s need for a friend disrupts a nd intrudes Max’s logical and honest life without emotions and need for people. Max shares with the viewers, that his number one goal is to have a friend, however, this goal was only recommended by his psychiatrist, Bernard Hazelhoff. Therefore, if Max did not visit psychiatrist, who tries to explain to him how to live a ‘normal’ life, on a regular basis, he might not need any friends at all. Additionally, he does not even look for love, and there is no sexual drive in his mind, since he detest when a lady from his Overeaters Anonymous support group tries to flirt with him. Lastly, Max also does not like living in a crowded and loud city like New York, and dreams about living on a silent Moon by himself, without anyone else. However, Mary, a very lonely and young girl, actually needs a real friend. Even though, she shares her incomprehension of the world and her abusive childhood with Max, her personality is not powerful enough to deal with these terrible circumstances. Nonetheless, the fact, that she shares these negative elements of her life with a person like Max, just benefits her, since Max has a good heart and tries his best to help her with her problems. Still, if Mary have contacted any other person, the person might help her more