Definition of Boiling Point in Chemistry

Definition of Boiling Point in Chemistry The boiling point is the temperature at which the vapor pressure of a liquid equals the external pressure surrounding the liquid. Therefore, the boiling point of a liquid depends on atmospheric pressure. The boiling point becomes lower as the external pressure is reduced. As an example, at sea level the boiling point of water is 100  C (212  F), but at 6,600 feet the boiling point is 93.4 C (200.1  F). Boiling vs. Evaporation Boiling differs from evaporation. Evaporation is a surface phenomenon that occurs at any temperature in which molecules at the liquid edge escape as vapor because there is not enough liquid pressure on all sides to hold them. In contrast, boiling affects all molecules in the liquid, not just those on the surface. Because molecules within the liquid change to vapor, bubbles form. Types of Boiling Points ​Boiling point is also known as  saturation temperature. Sometimes boiling point is defined by the pressure at which the measurement was taken. In 1982, the International Union of Pure and Applied Chemistry (IUPAC0 defined the standard boiling point as the temperature of boiling under 1 bar of pressure. The normal boiling point or atmospheric boiling point is the temperature at which the vapor pressure of the liquid equals the pressure at sea level (1 atmosphere).

Contemporary Hospitality Industry Assignment Tourism Essay Essay Example

Contemporary Hospitality Industry Assignment Tourism Essay Essay Example Contemporary Hospitality Industry Assignment Tourism Essay Essay Contemporary Hospitality Industry Assignment Tourism Essay Essay The chief purpose of this study is to supply a brief description of the cordial reception industry in UK along with its size, range and diverseness in order to convert the panel of possible investors to put in the cordial reception industry.My direction consultancy house was asked to bring forth a formal study concentrating on the foreign concern people to assist them to make up ones mind whether to put or non in peculiar sector of the industry for the coming London 2012 Olympic games.It will supply them a brief description of different ownership manners, direction manners every bit good as organizational construction of several different sectors of the cordial reception industry.Moreover, it will besides supply the item analysis of current tendencies, issues and recent developments within the industry.There are different sectors in the cordial reception industry like hotels, eating houses, nines and bars, contract catering, casinos etc.The peculiar sector that I am traveling to conc entrate is the adjustment sector i.e. hotel and I am showing the thoughts that I have generated while making the research. Cordial reception industry is a really wide industry.It is non ever easy to specify the cordial reception industry.There are different standards of specifying it.One of the manner of specifying cordial reception industry is by utilizing Standard Industrial Classification ( SIC ) which was founded in United Kingdom in 1948. It defined the cordial reception industry under the 1968 categorization, as Constitutions ( whether or non licensed for the sale of elating spiritss ) supplying repasts, light refreshments, drink or adjustment . ( Joness, 2002 ) .Hospitality industry is defined as hotel, motels, hostel or such concerns that provides transitional or short-run housing, with or without food. ( Businessdictionary.com ) . Both definition suggests that cordial reception industry is the industry which provide nutrient and adjustment to the guest.Hospitality industry is made up of two distinguishable services- proviso of nightlong adjustment for people remaining off from place, and the proviso of nutriment for people eating off from place or non fixing their ain repasts. ( Joness, 2002 ) . British Cordial reception: Trends A ; Developments 2010 which was published today has revealed that, despite the recession, the UK hotel industry is go oning to spread out, with over 10,400 suites opening in 2010 and a farther 43,000 planned for the period 2011-2015. ( British Hospitality Association,14/11/2010 ) .The hotel industry is booming every year.Moreover, the tourer coming to the UK particularly London is neer halting. The sum spent by abroad visitants to the UK rose by 15.9 % during July 2010A to ?1.96b, compared with ?1.69b during the same month of 2009, harmonizing to the Government s latest Overseas Travel and Tourism figures. The figure of abroad visits to the UK increased by 4.9 % to 3.24 million during this period, compared with 3.1 million in July 2010. ( Caterersearch.com ) .By looking at the figures above we can state that it is unafraid and safe to put in the hotel industry. There are assorted sectors in the adjustment where man of affairs can invest.They can put in different types of concatenation hotels, concern and conference hotel, budget hotels, dress shop hotels, motels, lodges etc.They can put in the bing belongings or construct up hotels by themselves.If they invest in concatenation and popular hotels they may salvage the clip and money for the advertizements and promotions.Budget hotels are besides acquiring popular presents because of the low disposable income.People want to pass less money and acquire good installations and service.Moreover, they can besides build a new hotel by themselves where they can be the exclusive proprietor and can hold control over the net income and loss of the business.Business people can besides purchase the franchising licence or make the direction catching. Scale, range and diverseness The cordial reception is one of the largest and fastest turning industry in the universe. There are merely over 46,000 hotels and guest houses in the UK, and the hotel industry remains a important sector of the economic system, with an one-year turnover of around ?40billion ( Trends A ; Statisticss, 2008, British Hospitality Association ) . Harmonizing to the British Hospitality Association, the industry is made up of about 127,000 belongingss and employs a work force of 1.6 million people.It is really big and diverse industry.It is the 3rd largest company that provides employment. The range of the UK cordial reception industry is really big.There are different commercial sector like hotels, eating houses, fast nutrient mercantile establishments, takeouts, motels, inns, saloons, nines etc whereas the public assistance sector like educational establishments, halls of abode, infirmaries, old age places, prisons etc.Many tourers are coming to the state every twelvemonth as the London is popular metropolis around the world.We can happen many large hotels in London in order to suit big no. of tourers every night.Therefore big no. of work force is required in order to run such hotels which creates 1000000s of occupations. The cordial reception industry is really diverse due to the invention, ownership, categorization and scaling system, degree of service, leisure installations, future tendencies etc.There are different types of hotel which provide criterion services to the guest.The hotel now non merely supply the nutrient and adjustment but besides provides installations like cyberspace, secondary school, swimming pool, sauna bath, jacuzzi, dark nines, stores, hair and beauty salons, wash, auto parking, conference and meeting suites etc.The ownership and categorization of hotel scaling system besides make it diverse.There are different type of ownership and direction manner like sole proprietor, partnership, public limited company and private limited company.The rating system of hotel by evaluation with stars from 1 to 5 degree harmonizing to the degree of service they provide to their invitee. Food service is besides one of the of import installations provided by the hotel.The installations provided by the hotel depends upon the type of the hotel.There are one or many eating houses in a hotel.The eating house supply different type of installations like ala menu bill of fare, counter service, saloon bill of fare, catered service, room service etc.Nowadays we can normally happen a eating house in every hotel.Thus, nutrient service is one of the of import sector of the hotel industry. Another of import sector of the hotel industry is entertainment.Different types of guest semen to the hotel some of them are concern people, leisure invitee, vacation shapers etc.Leisure guest and vacation shapers are going to the full for the intent of entertainment.They want to use their vacations and bask a lot.Therefore, the hotel should supply amusement installations like dark nines, bars, themed parties, casinos, swimming pools, sweat room and jacuzzi, athleticss installations etc.They should set up the indoor activities so that the invitee do nt necessitate to travel outside seeking such installations. Organizational Structure Organistaional construction is the relationhsip between the people and different sections of an organisation.Different administrations have different organizational structure.Some administrations have tall construction whereas some have level structures.Tall organizational construction is in chiefly found in big administrations such as hotels which consists of different degrees of staff from the directors to the workers whereas the level organizational construction do non hold many degree of staff.For e.g. in a level stucture of a eating house an proprietor can be the director and the chef as well.The administration is divided in two different parts forepart of the house and the dorsum of the house.Front of the house are the sections like nutrient and drink, adjustment, conference and feasting etc whereas back of the house are the sections like finance, nutrient readying countries, and the countries non seen by the invitee. In the adjustment sector you can happen different types of ownership and the structure.Mostly two types of ownership are popular in the cordial reception industry.They are exclusive ownership or the franchised.Sole ownership means opening hotel by yourself without taking any fiscal aid from other except loans.The advantage of this type of administration is that the proprietor have exclusive entree to the net income and can do the hotel harmonizing to his thoughts and constructs whereas the disadvantage is that you have to bear all the losings of the concern and may non hold full support as those of concatenation hotels.In this type of ownership the proprietor will hold direct control over the concern. The hotel can be concatenation hotel or franchised and it can besides be the partnership or limited companies.You can straight have a hotel in the concatenation or can acquire it be franchised.You can put in a concatenation hotel where you can be a portion of celebrated concatenation whereas in franchise system of ownership you need to pay the franchisor a royalty fee in order to run the business.In this type of ownership one can salvage the disbursal of selling and publicities as it is already good known by the public.Moreover you will be besides less affected by ups and downs in the concern as you are portion of a concatenation. Both of the above mentioned ownership and direction manner is popular in the hotel industry.The entirely owned hotel should be more promoted in the market as everybody do non cognize more about the hotel.They should seek to be alone by offering broad scope and criterion services so that guest would be lured to come back once more and mention it to other guests.On the other manus the concatenation hotel should seek to keep their criterions as compared to the other concatenation hotels so that the invitee would experience the same criterion of service like in any other concatenation hotel. Contemporary issues The cordial reception industry is confronting many modern-day issues in today s world.There are batch of managerial and operational issue in the cordial reception industry.Some of the operating issues are standard runing process, nutrient and safety, employee outlooks, flexible working, socio- cultural issues, enlisting and keeping, e-commerce etc whereas the managerial issue are cardinal participants in the cordial reception industry, international facets, selling considerations, instruction and preparation suppliers, media issues etc. One of the of import managerial issue in the adjustment sector is to place the key participants in the industry.There are batch of large trade names who are taking in the market.So, you need to place who are the cardinal participants and see how they manage their administration in order to accomplish their ends and objectives.Therefore, in order to stay competitory with such administrations you need to concentrate on the selling scheme and supplying good service to the guest.You should supervise the things go oning around the administration and should pull off the staff decently in order to increase the degree of output.Todays universe is filled with competition so in order to be in the line you should seek to concentrate on the staff direction because if the staff is happy so merely the administration can accomplish their goal.The invitee justice the hotel by the degree of service they provide and the installations they offer so it is really of import to supply quality of service to the invitee. The operational issue should besides be taken into consideration in order to hold an effectual organisation.One of the most of import operational issue in the adjustment sector is employee expectations.Staff are the individual responsible for the smooth operations of an organisation.Employee has tonss of outlooks from the management.They expect to have their public presentation assessment from their director, to acquire preparations for their calling development and growing, flexible working hours, good communicating etc.They besides want to hold publicities and acknowledgment for their difficult work.So, it is an of import coeval issue.Therefore, for an administration to be successful demand to turn to the employee outlooks. Another of import operational issue in the adjustment sector is standard runing process. A standard operating process is a company broad formalised construction to manage specific operational activities. ( runing process from ibis ) .It helps to better the quality and the velocity of a peculiar operational procedure.For illustration engagement of hotels can be done through internet.It will be easy for the invitee to book the room on internet.They do nt necessitate to blow their clip by naming the hotel and inquiring the receptionist for all the details.It is will be besides easy for them if they need to do any alterations for their booking.Moreover, the receptionist besides can use their clip by making other of import work alternatively of managing the telephone calls. Changes in last 20 old ages There have been tremenduous alteration in the adjustment sector in last 20 years.People have started disbursement more money in leisure travel and holidays.The invention of budget air hoses was besides the chief cause of people going from one topographic point to another.Moreover, the budget hotel besides came into being which provided installations to the invitee in cheaper rate.So, people started to pass more money in the cordial reception industry as a consequence of which it flourished significantly.The e-commerce was besides introduced where people can book the hotel suites through cyberspace and do any alterations in their bookings.They could happen the information of the hotels and can take the appropriate one.There was besides the growing of big concatenation hotels and cordial reception companies all across the world.There was outgrowth of speedy service eating houses and the contract caterers such as granary merchandiser and compass.Moreover the large companies continue to go even larger through amalgamation and acquisition.These all factors contributed to the important alterations in the cordial reception industry. Current tendencies There are assorted current tendencies present in the adjustment sector.People have been much witting about their wellness as a consequence of which they are attracted to healthy feeding or the organic food.Innovations in technlogy is besides one of the current trends.Due to innovations of new technnologies the life of people have become easier.The term globalization has besides created an impact upon the cordial reception industry where people are believing in the term of spread outing their concern all around the universe like Accor groups.They are opening their hotel subdivisions in most of the countries.Not merely accor most of the taking cordial reception trade names are spread outing their concern all around the world.Consumer disbursement is besides one of the current trends.People are be givening to pass more money as a disposable income.Making engagements through the website reserves is besides the tendency that contribute to boom the cordial reception industry.People can eas y book the suites in the hotels. The current tendencies has positive impact upon the cordial reception industry. Decision The cordial reception industry is composed of two factors.They are adjustment and sustenance.Accommodation is one of the of import sector of the cordial reception industry.Millions of tourers come to London every year.So 1000s of suites are required to suit such tourists.Therefore, it is monetary value worthy to put in the adjustment sector.Moreover, the 2010 Olympic Gamess is besides coming nearer which means big figure of tourers will be coming to this place.As a consequence they need to construct more hotels for the tourists.So the concern people can put in this sector which would be more fruitful.On the other manus there are assorted modern-day issues confronting the adjustment sector.We need to turn to the operational and managerial issues every bit shortly as possible for the smooth operation of the administration.

Homeland Coursework Example | Topics and Well Written Essays - 500 words - 1

Homeland - Coursework Example A request for assistance because of an emergency, which might eventually qualify for assistance in accordance with Stanford Act, may be done. The state governor of the state within which this incident has happened may request to the president to give directions to the defense secretary to use resources of DOD to execute emergency work, which is necessary for life and property preservation (Burkett, 2009). 2. The first priority of the state happens to its citizens in the case of terrorism. Incase terrorists are apprehended, all they are looking forward to is negotiation for their life safety or to make demands for whatever they had planned. It is important for an incident commander, to remember not to negotiate with the terrorists. The policy of the United States Counter terrorist unit is that: The government of United States makes no concessions with persons trying to kill or holding American citizens hostage. As an incident commander, one is the United States’ government representative and should do everything and utilize every appropriate resource available to secure the American citizens held hostage. It is the policy of the United States government to refuse hostage takers and terrorists benefits of ransom, policy changes, pioneer releases, as well as any other concession acts (Global Focus, 2015). 3. The department of defense happens to be within federal response to local occurrences while the response of the Department of Defense is coordinated totally through mechanisms that are listed within the National Response Framework. Within its provision for support during emergency responses, the command for Department of defense remains with the secretary of defense. However, the National Guard forces are under the governor’s control and command. Within NRF, nothing exists that hinders the statutory authority of the defense secretary as far as the resources as well as DOD personnel are concerned. Unity of command and command concepts has

Short Research Paper on Audiences Essay Example | Topics and Well Written Essays - 2000 words

Short Research Paper on Audiences - Essay Example Modern approaches have holistically incorporated cultural and social aspects that were undermined by conventional approaches of engaging audience in media. Modern approaches have therefore proved to be very essential in ensuring that, audiences are fully engaged in media discussion and operations. Despite incorporating audiences’ cultural and social beliefs and perceptions, modern approaches have as well ensured that, audiences enjoy their participation in media dialogues and discussions. Moreover, present media services have instituted consistent and reliable means of ensuring that, audiences respond promptly to media activities and engagements. It is factual to conclude that, to a great extent, modern engagement approaches have significantly helped in enhancing audiences’ satisfaction with media services. The subsequent small-scale audience research project will be essential in enriching the understanding of modern audience approaches of enhancing media engagement wit h audience Research Question How does audiences approaches use, enjoy, respond, and engages with media? Research Statement Various media have in the recent decade been a very essential social instrument that facilitates harmonious interaction in modern society. Apart from informing community members on modern happenings and development, media have as well served as an exceptionally essential tool for educating community members. Moreover, researchers have rated media as one of the most critical players in enhancing social, political, and economic development. To enhance their efficiency in service delivery, modern media have instituted various mechanisms and plans of ensuring that, audiences are fully engaged in media services. Although researchers have identified various strategies of enhancing effective interaction between audiences and media, some approaches are especially essential in enhancing effective media customers engagement. The understanding of some of the most essential interaction and engagement approaches is an incredibly vital aspect in improving the quality of services offered by contemporary media institutions. Literature Review Over the years, the issue of the relationship between audiences and media has been a subject of debate among information and communication scholars as well as researchers from other social disciplines. Consistent studies have so far confirmed that, there is need for a firm and reliable mutual interaction between media and audiences. Information that is communicated by media services requires audiences’ contribution in order to realise its potential meaning and value (Treadwell 2011, p. 19). In most instances, some information do not have meaning if its lacks effective involvement of the targeted group. Based on the latest researches findings, modern scholars have highly valued the role and contribution of audiences in attaching meanings to the message that is communicated by media. At the basic level, audiences are very decisive actors in enhancing effective and meaningful communication in mass media. Media constructs and conveys information that is acquired from the various audiences. Audiences in most cases serve as immediate witnesses to some of the incidences that are reported by the media. Without the audiences, media could be inexistence. According to available research findings, to

Information Systems supporting the Department of Human Services Assignment

Information Systems supporting the Department of Human Services - Assignment Example Basically, organizations are segmented into different departments. Further, these departments are specified according to their roles and functions as well as these functions on a broader dimension are further supported by other business processes that shape overall structure of an organization. Now, it is very important for us to understand the role of Information System as a basic component in an organization as it enhances the abilities and adds value not only to an organization but also to its customers. The use of Information System mainly depends on the nature and the needs that are required to be addressed in meeting the objectives within an organization. It is worth mentioning that an organization is comprised of different systems which are inter-related with each other as well as the role of effective information and its usage among these systems is directly associated with the process of quick decision making. It is highly imperative for the organizations around the world to establish an effective and more comprehensive Information System that would help them in achieving their goals with increased work efficiency. TABLE OF CONTENTS Contents: Introduction: 3 Business Process of the Functional Area: 4 Creating Financial Statements: 5 Financial Operations: 6 Financial operations work on the basis of these statements as these statements show the performance and the financial needs of the organization. This also helps the organization to evaluate the potential of their operations and their financial capability that would further assist them in generating more funds and fulfilling its needs and other requirements. Financial operations estimate the potential or other possible resources through which they can generate funds. -Investing cash: 6 INFORMATION SYSTEMS: 6 Enterprise Resource Planning (ERP) Systems: 7 Management Information Systems: 9 List of References: 11 4-Samuel, M. (2010), â€Å"The Direct Link between Business Results and Organizational Cultu re†, viewed on 17 July 2011, 11 6-Kehinde, T. (2010), â€Å"Effective Information System† viewed on 17 July 2011, 12 8-Business Local Listing, (2009), â€Å"Advantages of Business Process Outsourcing† viewed on 17 July 2011, 12 APPENDICES 12 Introduction: To understand the importance and functioning of an Information System, it is very important for one to understand the structure of an organization. An organization consists of different groups and departments working together for achieving an organization’s goals and objectives. Organizations can be classified on the basis of their goals and structure. However, we cannot deny the fact that a balanced synchronization within the different departments and systems leads to smoother operations which results in overall success of the organization in the long-run. Functional Area: Basically, organizations are consisted of the functional areas which are inter-lined with each other as well as they are also respo nsible for achieving the goals of an organization (Jiang 2009, p.156). In large organizations, it is easy to differentiate between functional areas as they operate in

Partition of the Polish-Lithuanian Commonwealth Essay Example for Free

Partition of the Polish-Lithuanian Commonwealth Essay The modern republics of Poland and Lithuania had been once been a single, strong nation known as the Polish-Lithuanian Commonwealth. This commonwealth was established in 1569. Although there were other states in the commonwealth, none of them was as powerful as Poland. The nation was on the brink of success when the rest of Europe was ravaging in the famous thirty years war between 1618 and 1648. The Commonwealth noblemen had no desire to get involved in these wars and they were able defend the country against external attacks from the Germans, Russians and the Ottoman Turks (TLK). However, the commonwealth’s supremacy and stability did not last for long and there already were clear signs of decline by the mid 17th century. The main cause of the decline was wars that were fought within and outside the commonwealth. Thus, the weakened state could not hold itself together after these wars which ultimately led to its partition. The decline of Poland was basically evincible in the legislative body Sejm. The divergent systems of the parliament grew ineffective and inefficient at a time when the deputies went verbal asserting â€Å"Liberum Veto† which gave them excessive power over national resolutions. The country’s population had decreased by big proportions as a result of wars. This made it practically impossible for the nation to succeed in its wars against other nations, though they were able to defeat the Ottomans at Vienna. This was the last success realized by the commonwealth military (Davies 24). The Szlachta (noblemen) also diminished in their ability to influence others and consequentially depreciated in military vigor. In a myriad of situations they became impotent and viewed â€Å"veto† as the only remaining legislative symbol within the commonwealth (25). The Decline of the Commonwealth In 1648, the warlike Cossacks, with the support of Russia, upstaged a rebellion against Poland. Thus the Russians began to influence the affairs of the country. Later in 1655, the Commonwealth was involved in another war with Sweden, provoked by the policies of Commonwealth kings from the Swedish royal House of Vasa. The Swedes installed Stanislaw Leszczynski as king. However, they were defeated by the Russians in 1709 and this resulted in the reinstatement of Augustus on the throne (TLK). Augustus was at conflict with parliament and this lead to a civil war in 1717. The Russians responded by reducing the powers of the Sejm, who by now were at the centre of running Poland, came to the rescue of Augustus. This resulted in Poland being forced to cut down the size of her standing army. When Augustus died in 1733, Leszyski returned to the throne. This move was met with resistance from the Russians who forced him out and made Fredrick Augustus, a son to Augustus, king instead. Another blow to the commonwealth was the Saxon rule that lasted for sixty years. It drove the nation to the edges of lawlessness, devastating it even more. A powerful alliance between Russia, Prussia and Australia ensured that Poland’s legal system and maintain ace of order was paralyzed. The three nations formed the â€Å"Alliance of the Three Black Eagles† owing to the fact that all the three had eagles, black in color, on their coat-of-arms (Kjaergard 121). The Partitioning of the Commonwealth By the 18th century, the Commonwealth could not handle the many internal problems that were plaguing it and this made the fragile nation more vulnerable to external influences. The political system was in shambles and this soon culminated to the schism of the commonwealth. The country was partitioned in three stages by the neighboring Russian, Prussian, and Austrian powers (TLK) . The first partition was in 1772, when the Commonwealth lost 733, 000 square kilometers of land together with about four million people. Russia took most of the land while a majority of the population went to Austria. The Sejm ratified the partition agreement despite much resistance from the state’s deputies. After the first partition, there was a period of relative stability that saw to the development of a better education sector in the country. There was a rise in the number of professionals in various fields. The king initialized a healing programme, which was executed by the â€Å"Great Sejm†. The Four Year or Great Sejm came up with a new constitution (Domar 56). â€Å"Liberum Veto† was abolished under the newly formed constitution, changing how the country was governed. people were guaranteed personal freedom and more liberty was enhanced. England, France and the United States hailed the newly formed constitution. On the other hand, this step was viewed as a threat by the rulers of Austria and Russia. This led to a wide instigation of large numbers of magnate under the leadership of Branicki Ksawery, Potocki Szczesny and Rzewuski Seweryn. This was a betrayal of the commonwealth hence leading to the formation of the Targowica Confedaration in disrespect to the declarations of the newly formed constitution (Kjaergard 122) The second partition was as a result of Russian invation. The troops from Russia decided to cross the borders and immediately war broke out. Joseph Poniatowski who was the King’s nephew together with Kosciuszko Tadeusz, a supporter of the American Independence War, erected a vehement resistance although all confidence was crushed after the Prussians joined the fighting. Many people, who would otherwise have been citizens, ran away to other countries. In 1793, Prussia and Russia were obliged to sign the Second Partition Treaty. This led to about About This led to holding in of more than half of the entire nation with a population of about four million people. Later, there was a meeting at Grodno composed mainly of the Sejm which deliberated on the legal processd to make legal the process of partitioning of the country. After the partitioning, there was widespread discontent within the general population (Kostrowicka 34). The final partition in 1795 was the most devastating. A lot of Poles were evicted from their country. The King was seized and taken to prison in St. Petersburg. Other people were sent to the harsh cold deserts of Siberia and thousands more fled to other lands. Conclusion Although Poland’s history is one full of turmoil, a lot can be learnt from it. It is clear that good governance policies should be in place for a country to run smoothly. The heads of state should at the fore front providing the much needed leadership to citizens of their countries. If the Polish constitution had had good policies, and if the leaders were competent enough, then maybe the history of the Poles would be much different and better than it is.

Entering the Fast Food Industry

Entering the Fast Food Industry Introduction Pull open the glass door, feel the rush of cool air, walk in, get on line, study the backlit color photographs above the counter, place your order, hand over a few dollars, watch teenagers in uniforms pushing various buttons, and moments later take hold of a plastic tray full of food wrapped in colored paper and cardboard. The whole experience of buying fast food has become so routine, so thoroughly unexceptional and mundane, that it is now taken for granted, like brushing your teeth or stopping for a red light. Eric Schlosser from the book Fast Food Nation The food that people always eat or dont it was always determined by some economical and environmental forces. And the big growth of the Egyptian fast food market occurred according to some main changes in the Egyptian society. One of the main changes was the huge entering the women the workforce, which increased the request on some service which women usually do like cooking, cleaning, and child care. And now you can see the double income of the household which make an increase of the requested fast food. Socially, these fast food chains created many changes within the Egyptian behavioral patterns as well. Cleanliness and quality allowed families to feel safe and comfortable, permitting their children to go out on their own. A cheerful atmosphere and fun promotional items and gifts available at these chains attracted children and the younger generation began to frequent them more often, meeting friends and planning parties. It gave the Egyptian youth a safe acceptable place to go to. From here was born the concept of home delivery, a hugely profitable business today. Now, one can order virtually any consumer product by telephone for delivery and thousands of young people are employed in this sector. As consumers became frequent customers, the database developed into a very important asset. Promoting sales and keeping information classified was a must, not to mention boosting an already-escalating competitive environment. Entering the fast food market can be done in several ways that each one of them differs from the other. There are two main choices; first is acquiring a franchise license from an international-branded fast food chain, the second is to create a new brand that is developed locally and independently. Each one of them has their own advantages and disadvantages, and choosing an entry strategy heavily depends on several factors which will be analyzed in this paper. Before choosing an entry strategy the market has to be assessed extensively and to do so Porters Five Forces and the PEST (Political, Economical, Social Technological) analysis models represent the perfect harmony in analyzing the heavily saturated and very competitive Egyptian fast food market. Office of government commerce, (2006) Definition of alternatives Before proceeding with the market analysis we have to understand clearly what is meant by each one of the entry strategies to avoid any misunderstandings; According to (Treas, 1973) franchising can be defined simply as a business relationship between two entities; the seller (franchisor) and the license buyer (franchisee). The franchisee buys a royalty license from the franchisor to have the permission of doing business and opening fast food chains under the brand name of the franchisor. However, the franchisees are still independent and the chains are under full supervision and management by them but they have to abide to certain quality standards and regulations set by the franchisor to help them maintain and save the brand image of their trade mark. (Treas.1973) (Kaufmann Dant, 2001) On the other hand, opening an independent (locally branded) fast food chain is the total opposite of franchising. Instead of buying a franchise license from a well known established brand, the founder decides to create a new novel brand enduring all of the associated costs and taking the risk of creating a new brand image that requires time to gain the desired reputation. Some of the successful franchises in Egypt could be: McDonalds, Pizza Hut, KFC, Burger King, and Sbarro. While Successful examples of independent in Egypt could be: Cook Door, Smileys, Momen, Amo Hosny, Bon Appetite, and Prego. Porters five forces analysis Michael Porter in this analysis suggested a frame that industry influenced by five forces. These forces can determine the competitive intensity and therefore the attractiveness of a market and attractiveness means the overall industry profitability. These forces represent the micro-environment side which is more specific than the more general macro-environment one; they consist of those forces close to a market that affect its shape and stability. (Figure 1: Porters Five forces Model) (Michael E. Porter 1980: 31) Rivalry among existing competitors The first component of the five forces analysis focuses on the competitive rivalry. Competitive rivalry is one of the key areas for an industry, because in many cases it may determine the marketing strategies that will be developed and implemented. The purchasing power of the Egyptian consumers is quite strong and naturally those consumers have high expectations. That is the reason why fast food chains constantly compete for better products and more attractive promotions. For instance, McDonalds was the first fast food chain in Egypt that offers toys and games with meals to trigger childrens interest and this was hugely successful where most of the children buy McDonalds happy meal in order to get the offered toy. Rivalry can be found in many familiar forms such as advertising campaigns, price discounting, new product introduction and service improvement. The more the degree of rivalry the more it becomes an obstacle for profitability, and the degree of rivalry is determined through the intensity of the competition and on how they compete. The intensity of rivalry is influenced by the following characteristics: Large number of competitors: The huge existing numbers of food chains makes the competition more intensified where they have to compete for the same customers and resources in order to gain more market share. The market includes two main categories of chains; local branded fast-food chains which include (Momen, Smileys Grill, Cook Door and El-Shabrawy), and international branded fast-food chains such as (KFC, McDonalds, Pizza Hut, Burger King, and many more) Slow market growth: If the market growth is slow the fast-food chains will fight more for the existing market share. On the other hand, if the market growth is fast, the fast-food chains will be able to improve revenues simply because of the expanding market. Egypt is considered the largest in both Africa and the Middle East in the fast-food service industry where it represents US $7 billion and is expected to reach US $10 billion over the next five years (Schaefer 2008: 1) and due to this the fast-food market in Egypt is very fast growing. Highly perishable products: Food products is considered highly perishable where it urges the seller to sometimes lower the prices and sell the product while it is still consumable, thus it intensifies the rivalry. Low switching costs: When a consumer can freely switch and choose from one product to another there is a greater struggle to capture consumers and since most of the fast-food chains meals prices are nearly similar the threat for competitors is high where consumers can switch to another competitor at any time and this creates a pressure on the fast-food chains to create a competitive edge. Low levels of product differentiation: The low levels of product differentiation tends to increase the levels of rivalry thats why fast-food chains tends to increase their brand identification to maintain their market share since they are all serving relatively the same target customers with relatively similar products. Industry shakeout: The growing market of the fast-food industry and the potential for high profits encourages new competitors to enter the market and the existing competitors to increase their size. A point is reached where the industry becomes crowded with competitors and demand cannot support the new entrants and the resulting increased supply creating a situation of excess capacity with too many goods chasing too few buyers. Exit barriers included the issue of asset specialization which can determine how easy a fast food chain can exit the market without having difficulties in liquidating its assets. Due to the fact that most of the fast food chains require some tailor-made equipments that serve their specific needs and helps in maintaining their brand image throughout their products, the degree of asset specialization is quite high in the fast food market which subsequently creates many exit barriers. (Edward 2010) (Yacoub 2010) (Hamza 2010) When a rival acts in a way that draws out a counter-response by other competitors, the rivalry intensifies. The intensity of rivalry is commonly based on the chains aggressiveness in attempting to gain an advantage. In pursuing an advantage over its rivals, a fast-food chain can choose from several competitive moves: Changing prices: Raising or lowering prices to gain a temporary advantage, and many chains try to offer money saving combo meals that sounds more economically to the consumer. Improving product differentiation: Providing innovative and new products and improving the production process itself. For example, Pizza Hut has recently introduced interesting new types of pizzas that helps them to build a strong product differentiation. Using new channels of distribution: McDonalds was the first fast-food chain to introduce the drive-thru chains that conveniently have suited many consumers helping them to co-op with the fast paced lifestyle. Threat of substitute products or services Porter describes substitute product as it is another product that can be chosen as a substitution of the required product. The elasticity of demand could be affected by more than one variable like the price, quality, availabilityà ¢Ã¢â€š ¬Ã‚ ¦ The consumer buying decision can be changed to substitute products according to the change of the price, this change increase the demand on the substitute products. Also the consumer behavior now increased to healthy food which will affect the fast food market negatively. The threat of substitutes is increased if: The substitute product offers more convenient price or performance rather than the fast-food industry because consumers always choose the alternative that offers him greater value. For example, many consumers could choose eat-in restaurants because it can provide them with more food quality rather than the fast-food chains but eating in a restaurant can be more expensive. The switching cost is low and minimal, the threat of substitution becomes higher and the consumer has the ability to switch between alternatives easily with no extra charge and this is the case in the fast-food market Bargaining power of buyers There are several types of buyer power. The first is related to the customers price sensitivity. If each brand of the fast-food chains is similar to all the others, then the consumer will base the purchase decision mainly on price which will increase the competitive rivalry, resulting in lower prices and lower profitability. For example, some consumers would choose McDonalds rather than Burger King for being cheaper. Also the more number of substitutes is available for the buyer, the more powerful he becomes. The other type of buyer power which is not strongly relevant to our market analysis is the negotiating power where larger buyers tend to have more leverage to negotiate prices. Bargaining power of suppliers The fourth part of the five forces analysis focuses on the power of the suppliers and how is it easy for them to drive up prices. This is driven by the number of suppliers available for each key input. The uniqueness of their product or service and the cost of switching from one to another determine how powerful they are. Powerful suppliers can squeeze profitability out of an industry that is unable to pass on cost increases in its own prices. The supply power in our case is represented through the people who provide materials used for the fast-food production such as bakery, poultry, vegetables and packaging. To determine how much the suppliers are powerful we have to asses several aspects; The supplier will become less powerful if he depends heavily on a certain buyer for revenues. For example, Farm Frites-Egypt supply McDonalds for their French Fries, and McDonalds represent a major revenue resource for them where they cannot afford to lose such a strong customer, and this is the case for most of the fast-food chains in Egypt where the suppliers for the materials depend heavily on fast-food chains willing to offer convenient prices for them to become his exclusive supplier for a certain material. (Aly 2010) (Eslam 2010) Changing suppliers for fast-food chains have relatively high switching costs because choosing a supplier comes after several quality tests and approvals by the fast-food chain. Also most of the fast-food chains require exclusive materials and products to be made especially for them like for instance the packaging. (Edward 2010) The supplier will become more powerful if there are no substitutes for him, but in the fast food market in Egypt each key entry has several substitutes that a fast-food chain can choose from. As mentioned before, McDonalds depends on Farm Frites-Egypt to supply them with French Fries, but at the same time McDonalds has the option to choose another supplier with the same standards of Farm Frites such as UniFood. (Aly 2010) Barriers to entry/ Threat of entry It is not only the existing rivals that represent a threat for competitors in the fast-food industry; the possibility that new firms may enter the industry also affects competition. In theory, any competitor should be able to enter and exit a market. In reality, however, there are several aspects that can represent an obstacle for entry and these are called entry barriers. Entry barriers are unique industry characteristics that define the industry; it can reduce the rate of entry new rivals, thus maintaining a level of profits for those already in the industry. These barriers arise from several sources: Government creates barriers Present days, the procedures a fast food chain under-go to open a new outlet is very excruciating, time wasting and requires lots of paper work. This includes; safety regulations, health inspections and taxation procedures. And due to the high levels of bureaucracy in Egypt, the task is never easy. (Aly 2010) (Edward 2010) (Eslam 2010) In the past, the regulatory authority of the government in restricting competition is evident in Egypt during the era of Gamal Abdel Nasser in the sixties, most of the consumer products where locally produced by governmental companies. For example, consumer durables where locally produced by the Ideal national company. Anwar El-Sadats shift of alliance from the Soviet Union to the western world in the early seventies was followed by the Open door policy, or privatization at the expense of the public sector state monopolized large scale industries. The shift from Nassers State capitalist era to full integration into the world capitalist system went hand in hand with encouraging consumerism and franchising activities in Egypt.(Oweiss1988:73-76) b. Patent rights Ideas and knowledge that provide competitive advantages are treated as private property when patented, preventing others from using the knowledge and thus creating a barrier to entry. KFC has their own patent rights for the chicken recipe which positions them aside from other competitors as the leading fast-food chain serving chicken making it hard for competitors to compete in the same market. (Hamza 2010) c. Customer switching costs It becomes harder for new entrants to enter the market if the switching costs are high because it makes it harder for the consumer to switch their decision, and since switching costs between different brands of fast-food chains is low, then it is easy for consumers to switch their decision, thus, making it easy for new entrants to enter the market and gain market share. d. Capital requirement. Since entering the market requires huge financial capital requirement therefore the new entrants will decrease. Capital may be necessary not only for fixed facilities but also to extend customer credit, build inventories and fund start-up losses. There can be two types of start-up costs in our case; the first one is the cost of starting a locally branded fast-food chain, the other one is the cost of franchising an existing internationally branded fast-food chain which sounds easier than starting a locally branded one but can be more costly. Further details will be discussed when comparing between the two market entries alternatives. PEST Analysis. While starting the franchising or broadly speaking starting an international business the new market that the company wants to start business in should be analyzed to make sure that the company operations would work effectively in this market. One of the important tools that companies uses in the analysis process is the PEST analysis which analyze the market considering four factors Political, Economical, Social and Technological factors. In the coming words the four factors will be discussed. Office of government commerce, (2006) (Figure 2: PEST Analysis Model) The Times100 (2008) PEST Analysis of Egypt. 3.1. Political factors Examining the political factors is a very important task any company should do before entering a new market while focusing on the Egyptian case we can find that Egypt is politically stable compared to many countries, however sometimes companies faces some political issues there are many incidents that we can find people trying boycotting specific company because of the home country of the brand as for example USA, In many times there are people boycotting American restaurants therefore we can find many companies as for example McDonalds building on the local identity of the brand by producing a product locally as for example McArabia, McFalafel, etc and that helps in building the feeling that it is a local brand. Waguih (2002) 3.2. Economical factors As mentioned previously the change in the economy in the period of Sadat to his open door policy and globalization helps franchisors to work in Egypt because it is a healthy economy. While starting the business franchisors were used to import every ingredient, but after several years of success, they began in building food factories licensed by the international brands. Consequently, factories became so efficient in the production of quality goods that after fulfilling the local demand, they began exporting their products to countries throughout the Middle East and Europe. Aboul Fath, (2008) In the past few years there were a growth in the Egyptian economy the figure 3 below shows the increase in the GDP per capita which shows that economically the market is attractive for investments. Ministry of Finance Macro Fiscal Policy Unit (2008) (Figure 3: Annual Percent Change %) Ministry of Finance Macro Fiscal Policy Unit (2008) The Egyptian government has identified foreign investments as a critical component to sustained economic growth. As a result, investors are given special exemptions and incentives. However, several barriers to investment remain including a high level of bureaucracy, complex tax systems and customs procedures. To overcome these obstacles, the Egyptian government is currently directing its effort to increase privatization and fiscal transparency, and to improve tax regulations thus encouraging foreign investments and easing the path for franchising. Aboul Fath, (2008) 3.3. Social factors Demographics The group of consumers in Egypt consist of low income families, middle and high income this may secure the success in Egyptian fast food market. In addition to that there is about 50% of Egyptian population young consumer which presented in figure 4. That may make an opportunity for the fast food chains as their young group becomes more targets to the American and European chains. There is also the percentage of the working age where they representing the purchasing power are nearly 62% showed in figure 4 below. The middle aged is seeking fast food as a solution for a ready meal. Awad, Zohry (2005) Shaefer(2008) (figure.4: Egyptian Population by Broad Age groups 1950-2010) Awad and Zohry (2005) Fast food expenditure and consumption patterns: In a study conducted by Fabiosa and Soliman (2008) they focused on explaining the impact of income changes on the expenditure behavior for the households, . Another study by Fabiosa (2008) shows the household food-away-from-home (FAFH) expenditure pattern in Egypt. When reviewing the life style of Egyptians, we can find that Egyptians eats three main meals, traditional Egyptians meals is made of rice or pasta and vegetables. Meat is also included depending on whether they can afford its cost or not. However in the past decade there were rapid increases in the interest of the Egyptians in the fast food especially in the American and European food. However, high class families usually are aware about healthy food and may choose products with lower fat and cholesterol. Fabiosa and Soliman, (2008), Fabiosa (2008) Average income families usually can afford to eat once a month outside, although dining outside of home is increasing in popularity among many consumers. More well-off households and single people may eat out more than once a week. The young consumer segment, especially wealthier segment, typically eats out more than it cooks at home and the consumption can reach as much as four or five times a week. Fabiosa, (2008) 3.4. Technological factors The several advancements in technology have allowed the food production to grow massively and at much lower costs than it used to be. Now, there are several ways a person can order his food; through telephone, internet, and drive-through fast-food chains. All of these ways are of course available beside the traditional way of ordering fast-food which is take-away. Due to technological advancements, buying fast-food is one of the easiest tasks a person can do nowadays. Technological advancement also reached the food itself, now with the increased health awareness, fast-food chains try to focus on producing healthy food and reducing all the harmful ingredients. For instance, KFC announces that they are using Trans-Fat free ingredients which raised many health concerns among consumers. Also technology offers wide array of flavors that can be added to make food more appealing to consumers. A.Hamza, (Branch Manager Hardees Restaurants. Personal Interview. 1st of Feb, 2010). 4. The Egyptian fast food sector Entering the fast food market in Egypt can be successfully done in two main ways according to the successful stories in Egypt which will be explain later; first is acquiring a franchise license from an international-branded fast food chain, The second is to create a new brand that is developed locally and independently. Opening an independent (locally branded) fast food chain is the total opposite of franchising. Instead of buying a franchise license from a well known established brand, the founder decides to create a new brand enduring all of the associated costs and taking the risk of creating a new brand image that requires time to gain the desired reputation. Aboul Fath ,(2008) 5. Franchising as an international business tool Internationalization became one important way of doing business allover the world.1980s shows the increasing in distribution number of international retailers. The retailers were acquired and forced to move and enter international markets as the domestic market gave them a limited option to distribute their products or services. By this increasing numbers of distributing in international markets which continued in 1990s the retailers considered developing themselves to enter new markets outside, Quinn Alexander, (2002). To enter a new market there are three main ways which are first is independent as to invest in the new market and work directly from there. On the other hand there is two ways which are distributorship and formal relationship and these two ways are to work throw another party which could be in many ways, figure 1 briefly explain this ways. Entry modes Independent Distributorship Formal relationship Joint venture Acquisition Franchising Licensing (Figure 5: Modes of entry) Distributorship theory which is having a relation with the supplier, the distributor buys in bulk quantities and sell in smaller quantities, this independent distributor can work with many suppliers and he may not receive training or support from the supplier and the relation simply is to buy the product from the supplier no more. Formal relationship: Elaborating more on the facts showed in the chart, there are other options in this case is to join another party as acquisitions, joint venture, licensing and franchising. 5.1. Franchising Concept Many people think that fast food restaurants like KFC, Pizza Hut, MacDonalds or Burger King are the only examples of franchising but already there are many types of franchising and as Mr. Sidney J. Feltenstein the chairman of international franchising association says one out of every three dollars spent by Americans for goods and services is spent in a franchised business. Homes we buy can be throw franchised business, cars we buy clean or cared also can be through franchised business. We can travel from country to another through franchised business transportation firms so there are many types of franchising. (Beshel, 2000). Beshel, (2000) defined franchising as an agreement between two parties or two independent persons which give that: one from this two parties (franchisee) get the right to trade or to work by the trade mark of the second party (franchisor) Franchisee gets the right to use the operating system of franchisor and his obligation to pay fees to the franchisor. Franchisors obligation to provide rights to support franchisee. So franchise is a continuing relation between the franchisor and the franchisee. This relation depends on the franchisors experience, history, image and success. Also franchisor technique in doing business is important point to be consider when use franchising. The agreement of franchise can be made using several arrangements. It can be by fixed fees, percentage of sum of sales or the franchisee purchasing the product from the franchisor. Rothenberg, (1976). Independent vs. Franchised Comparing between the two routes for analyzing the effectiveness of franchising on food market in Egypt, some points considered to show that. To gather such in-depth information, interviews were conducted with several fast food chains managers and supervisors (franchised and local) to help us compare and choose the most appealing strategy for market entry. 6.1. Start-up Capital To acquire a franchise license is a very difficult task, the reason is that the franchisor expects from his franchisee to be withholding a respectable amount of monetary resources that can enable the franchisee to be up to the franchisors expectations and standards. For instance, the franchisee can be subject to some strict conditions set by the franchisor asking him to open a minimum number of chains with certain quality standards or else the franchise contract will be voided. Kaufmann Dant, (2001) (Calhoun 1975) A.Aly. (CEO of Target Franchises. Personal Interview. 11th of Feb, 2010) On the other hand, starting up an independent local fast food chain can be much easier and much less in terms of cash resources required. You can start small and then expand and grow gradually without having the limitations and strict conditions of a franchise contract that can be in terms of: Huge initial franchise fees Previous experience Quality standards Size vs. time frame available for growth Thus, keeping up with the franchisors conditions and standards require huge capital investments at the beginning which can be a drawback for choosing the franchise route as an entry strategy for the fast food market. But in some cases, financing a franchise can be easier because are sometimes more likely to offer loans to buy a franchise with a good reputation. O.Eslam, (General Manager of Target Franchises. Personal Interview. 11th of Feb, 2010).H.Anis( Founder of Harris Cafà ©. Personal Interview. 28th of Feb,2010). 6.2. Established Name A franchise opportunity provides its franchisee a well established and internationally recognized brand name and image that can acquire customers. In other words, buying a franchise can be like buying a business with built-in customers. Franchising a brand also doesnt carry the same risk as building a new one because when considering the option of entering the fast food market with an independent brand chains, founder will be struggling at first to achieve a good reputation and strong brand image that can earn the trust of consumers without having any doubts related to health or quality issues because one of the most difficult things to do when starting a business is to develop a recognizable presence with customers. This usually only happens over time and franchises eliminate this obstacle which saves both money and time. Also the franchisees will capture the benefits of the parent companys national marketing campaigns and advertising. A.Aly. (CEO of Target Franchises. Personal Interview. 11th of Feb, 2010) S.Edward, (CEO of Future Franchises. Personal Interview. 13th of Feb., 2010). O.Eslam, (General Manager of Target Franchises. Personal Interview. 11th of Feb., 2010). M.Yacoub,.( Branch Manager of Cook Door. Personal Interview. 25th of Feb., 2010). (Peterson Dant, 1990) 6.3 Access to Technology and Training When buying a franchise, the franchisor gives you support usually including training and orientation to help setting up the business and they provide you with manuals telling you how to run the business and ongoing advice. Also, most of the times the franchisor provide you with all the equipment, supplies and materials needed to conduct the business so you dont have to worry about acquiring assets that include state of the art machines and equipments like you do when opening an independent new chain. (Peterson Dant, 1990) M.Telleb,. (Branch Manager Starbucks Cafe. Personal Interview. 28th of feb, 2010). 6.4 Operating cost The franchisee will be able to acquire all necessary supplies at much lower costs because the prices are negotiated by the company with the suppliers in behalf of all the franchise units. Because of the size and regular occurrence of orders, the franchisor is able to get huge discounts on supplies. This gives an advantage compared to the route of entering the market with a new local independent brand. M.Yacoub,.( Branch Manager of Coo