The Use Of Sewage Sludge As A Fertilizer Environmental Sciences Essay

The Use Of Sewage Sludge As A Fertilizer Environmental Sciences Essay Fertilizers necessary for the maintenance and increase of soil productivity are classified into two categories: 1) organic fertilizers consisted of crop residues, sludge and manure, and 2) inorganic fertilizers which are synthetic fertilizers consisted of 3 key elements: nitrogen, phosphorous and potassium (Merrington, 2002). Organic Fertilizers Sludge Sewage sludge also known as bio-solid is the remainder product of domestic or urban waste water cleaning at waste water treatment plants. It has high levels of organic content as well as plant nutrients. Although it would make a good fertilizer, the pollutant capability of sewage sludge is high as it is also composed of industrial waste (Merrington, 2002). The process where sewage sludge or materials obtained from it are sprayed, injected or spread on land is defined as land application. It is applied on or below agricultural land surface, forests and lawns because it is high in nutrient content and can enhance soil quality (EPA, 1994). In addition, it serves as a fertilizer supplying the necessary nutrients for crops and other vegetation. Sewage is applied in bulk meaning in large amounts by commercial and municipal appliers for various purposes such as agriculture, golf courses and recovery of mining sites (EPA, 1994). In sites such as mining sites which are completely destroyed and barely have soil substrate for vegetation, nitrogen and organic material content need to be higher than normal level before the site is seeded. For the use of sewage sludge in home gardens or lawns, it is available in a bag or small container intended for small-scale use (EPA, 1994). In the use of sewage sludge, it is crucial to keep in mind the negative impacts it can have if not utilized properly. Nitrates which are easily soluble and have high potential for contamination make up majority of the sewage sludge components (EPA, 1994). As a result, great care is taken in its application and the applier as to fulfill requirements set by the government. Although sewage sludge is applied on land to enhance quality of soil, it is also used as a technique for disposing land (EPA, 1994). Sewage sludge is supplied by water companies for famers to use on their land. Although it contains toxic elements, it still has beneficial effects. According to a study done, farmers who use sewage sludge as fertiliser have a saving of 15 million pounds yearly as it contains high levels of nitrogen and phosphorous as well as necessary micronutrients. In addition, it enhances the structure as well as water retention capacity of soil through the organic matter it supplies (Stout, 1979). Usage of sewage sludge as a fertilizer is not a concept that is applied in many regions of the world. Although before application of sludge on land, it undergoes treatment such as anaerobic digestion to have low pathogen count it still contains potentially dangerous contaminants such as copper, cadmium, zinc, PAHs and PCBs. The amount of contaminants present in sewage sludge is dependent upon the source of the sludge (Merrington, 2002). Toxic metals forming a large component of sludge is a well known fact however, the level at which those metals become harmful is the point of debate (Renner, 2001). As a result, some countries are becoming more restricting or banning to protect the health of individuals. Research compiled indicates that individuals who live in areas within 1 km of land-application sites have been found to show irritation of the eyes, throat, skin and lungs preceding exposure to wind from fields that have had sludge applied. It was found that Staphylococcus aureus was the bacteria involved in the irritations observed on exposed individuals. Although sewage sludge may be low in pathogen count, it is crucial to take into consideration possible interaction of pathogen with chemical contaminants and as a result becoming unsafe for the health of individuals (Lewis, 2002). Manure Manure is composed of three key elements; nitrogen, phosphorus and potassium. These elements are a necessity for the growth of plants as well as the enhancement of soil quality through increasing organic matter and water-holding capacity. In addition, acidity is neutralized and compaction is reduced. Manure serves as a great substitute for synthetic fertilizers whose prices increased dramatically in the recent years (MacDonald, 2009). Land application of manure is possible either by grazing animals or transportation from manure storage facilities. Study found that nitrogenous commercial fertilizer doubled in prices in the 2000- 2007 timeframe and then increased again by 62% in between December 2007 and September 2008. Moreover, phosphate commercial fertilizer prices have increased by 115% in the 2000- 2007 timeframe followed by 177% increase between December 2007 and September 2008 (MacDonald, 2009). Although those high prices make manure more appealing, there are limitations that come along with the use of manure. Manure transportation is pricey even if it is not transported very far. (MacDonald, 2009) In addition, manure may not be composed of the exact combination of nutrients required for the growth of specific crops or fields. Moreover, waste that can be transmitted through runoff of nutrients, pathogens and organic matter from land to surface water pose great environmental as well as health risks. Leaching of nutrients and pathogens to ground water, volatile gases and odours contaminating the atmosphere are additional problems faced (MacDonald, 2009). According to the regulations, industrialized livestock production cannot concentrate manure on limited acres as that would exceed the acceptable limits. As a result, it becomes necessary to distribute manure into larger land which in turn requires better transportation as well as application techniques. Storage of manure before it is applied on land can result in problems such as flooding, manure odour and seepage (MacDonald, 2009). Inorganic Fertilizers Nitrogen Nitrogenous fertilizers are a result of combining atmospheric nitrogen with hydrogen to yield final product ammonia. Ammonia is the base found in at least 90% of fertilizers. It is found in the U.S.A. 38% of the ammonia produced is used for fertilizers while the remaining is utilized for the production of Urea. Urea production has increased over the years with an 11% increase from 1967 to 1973 and has become reliable nitrogen source. Hydrogen required can be obtained from varied sources such as natural gas, fuel oil, coal, naphtha and hydrolized water (Stout, 1981). The following chemical equation represents formation of nitrogenous fertilizers 2N + 3H2 -> 2NH3 There is a continuous increase in the use of inorganic fertilizers despite the fact that they require large quantity of energy to produce. Table 11 below displays the use of oil and natural gas for nitrogen fertilizers worldwide. Developed countries utilized approximately four times as much oil and natural gas for nitrogen fertilizer in 1975 (Stout, 1981). Research has shown the greater use of fertilizers in the developed nations has increased yields per hectare. Phosphate Phosphate fertilizers are produced by the use of phosphoric acid, sulphuric acid or nitric acid to decompose phosphate rock. If nitric acid is used further treatment with ammonia is required for it to be utilized as a fertilizer. Although there is lots of phosphate rock available, there are environmental problems associated with mining of those rocks for the production of fertilizers. The sulphur necessary for carrying out the process is obtained from ore-deposit or a by-product of other process. Use of sulphuric acid is very efficient but has the downside of producing large amount of sulphate waste resulting in environmental problems. In addition, world reserve of ore is being depleted and obtaining sulphur from the by-products of other processes is very costly (Stout, 1981). Research shows there is a minimum of 90 * 10^8 metric tons of phosphate rock found in the world and because production in 1972 was only about 13* 10^6 metric tons, there is no concern that phosphate reserves will be diminishing for a while. However, there are environmental problems associated in the mining of phosphate rock such as temporary demolition of land and soil erosion (Stout, 1981). According to the table below it can be seen that phosphate recovery is relatively cheap in North America and Africa followed by Europe while obtaining phosphorous from region such as Oceania, South America and Asia is more costly. Potassium Potassium is the 7th most abundant element in the world and is widely dispersed throughout the world. It is found in soils, rivers, lakes and rocks. Studies have shown that 95% of potash required for production of potassium fertilizers is obtained from underground mines where deposits are 3, 000 feet below the surface in Saskatchewan and 2,500 feet below the surface (Production and Use of Potassium, 1998). There are potassium deposits that are isolated in few parts of the world. Canada, Germany and U.S.S.R. are the top three countries with the highest level of potassium resources. Consumption of potash has exceeded demand over the years (Production and Use of Potassium, 1998). However, research shows that will change in the future and Canada having high potash resources is willing to increase production to meet demand requirements (Stout, 1981). The following table depicts potash distribution in various regions of the world with Canada having the highest in mine production as well as reserve base. Comparisons Between Organic and Inorganic Fertilizers Manure Versus Inorganic Fertilizers Organic and inorganic fertilizers both have their advantages and disadvantages. The following table compares the nutrient content of manure and inorganic fertilizer. It is observed that the level of nitrogen, phosphorous and potassium are significantly higher in fertilizer as opposed to manure. Animal and human excrements contain lower levels of the key 3 elements required for growth. The nutrient content of animal excrement is variable and is dependent upon factors such as type of species and the type of nutrient of feed (Stout, 1981). Sludge Versus Inorganic Fertilizer (Nitrogen Fertilizer) Many studies have been done to test the effect of sludges, synthetic fertilizers and manures on the final yield of crops. Given the same level of water and nutrients, the use of sludges, fertilizers or manure did not have any large impact on crop yield. However, in the long term, due to the presence of micronutrients in sludges, there is potential for damage if metals such as copper, nickel and zinc accumulate (Harrison, 2003). A study was performed to determine the amount of bio-solids necessary to replace nitrogen fertilizer. Different rates of sewage sludge and nitrogen fertilizer were applied in 6 different farms through discing a technique used to turn and loosen the soil in order to prevent the loss of ammonia nitrogen as much as possible. It is important to apply other nutrients to all areas to ensure nitrogen as the only limiting nutrient (Binder, 2009). The above graph shows that sites receiving more sludge (site four and six) had higher yields in comparison to sites that received nitrogen fertilizer. It can be observed that there was minute response to nitrogen fertilizers in all three sites. Results can be explained by the presence of nutrients found in sludge that are not present in nitrogen fertilizers (Binder, 2009). Advantages and Disadvantages Advantages of organic fertilizers Rapid decomposition of organic fertilizers makes nutrients highly available. Organic fertilizers are bulky and readily available. Energy is not directly needed in the manufacturing process and they are highly renewable. In addition, they also have little direct cost and provide a method to dispose waste. Although they dont have high amounts of the three key elements they have other minerals that are not found in synthetic fertilizers that contribute in increased water retention capability of soil, its structure and its resistance to erosion. (Morris, 2007) Disadvantage of organic fertilizers Organic fertilizers are not very high in nutrient and analysis of components is not very precise. Decomposition of organic material cannot be controlled as it is dependent on temperature and soil moisture. This results in the release of nutrients when they are not needed. It is very difficult to meet necessary nutrient levels for crop growth solely through the use of organic fertilizers. Waste from humans and animals consist of disease causing microorganisms and therefore need to be disposed of safely (Morris, 2007). Advantage of inorganic fertilizers Inorganic fertilizers on the other hand are very high in nutrient concentration and transportation of handling is fairly easy. In addition, it is analysis of content is very precise and can utilize waste from other manufacturing process (Morris, 2007). Disadvantage of inorganic fertilizers Inorganic fertilizers have increasing cost and are produced from finite resources. It requires large use of energy for manufacturing. Unlike organic fertilizers, availability is dependent on production, cost and region. Moreover, inorganic fertilizers create waste in processing. Although both organic and inorganic fertilizers contribute to water pollution, the manufacturing process of inorganic fertilizers alone results in water pollution. Nitrates pose a big threat due to the increased algae growth in lakes and water supplies. Phosphate fertilizers also have fluorides and sulphur oxides as a by-product (Morris, 2007). Blue-baby syndrome resulting in babies having pale/blue skin as well as lethargic eyes is caused by nitrates found in organic fertilizers contaminating drinking water. Other reproduction problems are also caused as a result of inorganic fertilizers (Morris, 2007). Nitrates from inorganic fertilizers pose a big threat due to the increased algae growth in lakes and water supplies. Algal Blooms result in formation of increased biomass, decreased sunlight to plants found in water, decreased oxygen levels and disruption of food webs. As a result, it is an issue requires great care (Morris, 2007). Regulations and Safety Although animal manure serves as a great fertiliser and soil amendment it has risks associated with it as it can exceed limits resulting in severe environmental problems. To deal with these problems government has ensured to have regulation and conservation programs. In some states there have been lawsuits initiated against livestock operations as a result of damaging water resources from manure (MacDonald, 2009). To meet the requirements of those regulations the livestock operations have to deal with increased costs and as a result it is predicted there will be changes made to manure use. Prices are dependent on the excess manure that needs to be disposed. In addition, if farmers are not willing to take in manure for use in their cropland livestock producers must transport the excess manure farther to use for their crop (MacDonald, 2009). It is absolutely necessary to ensure that sewage sludge applied does not cause any harm to the environment or humans. To ensure safety, requirements that must be met before application have been prepared although they differ from region to region. The following table presents the requirements set by Maryland Department of Environment for application of sewage sludge (OMalley, 2009). In addition, acceptable maximum concentrations of contaminants found in sludge to be applied in land have also been set by the NYSDEC. Cumulative limits represent the maximum level of chemical that can be applied in land repeatedly and over time. The following table displays acceptable limits for various types of contaminants (Harrison, 2003). Restrictions set by NYSDEC for applying Class B sludges makes certain that appliers obtain permits specifically for the sites they want to utilize which also includes acceptable limits of contaminants. Nitrogen levels should also not exceed limits. A mandatory waiting period of 14 months in the case of above ground crops and 38 months in the case of below ground crops have been set by NYSDEC. It is recommended that appliers check with their local regulations as it may vary from region to region (Harrison, 2003). Conclusion In this section we have talked about how organic fertilizers are compared to inorganic fertilizers, including the advantages and disadvantages of each. Sewage sludge is categorized as an organic fertilizer. It is a good fertilizer because of the amount of nutrients it contains. However, regulations are made to ensure that its application is safe to us, animals, and the environment because sewage sludge also contains many dangerous contaminants. In Conclusion The purpose of this report is to provide information about the compositions, the treatments, and the applications of sewage sludge. Sewage sludge comes from wastewater filtration and is often perceived as environmental waste that needs to be eliminated. However, sewage sludge can be used as a fertilizer in agriculture because of the nutrients it contains. The only downside is that sewage sludge also contains many toxic and dangerous substances that must be limited or removed before it can be safely used. Many treatments were developed to limit these toxins and pathogens. Government also made regulations on the applications of sewage sludge to protect the environment. Overall, sewage sludge plays a role in our life and environment. Understanding the importance of sewage sludge makes us appreciate its existence as more than just a mere waste.

Investigating Psychology Classic Studies Research Essay

Examine and assess the ways in which the classic studies discussed in Chapters 2, 4 and 8 of Investigating Psychology influenced subsequent psychological research. Certain psychological studies are termed ‘classics’ as they’ve become renowned for the influence or contribution that they’ve made to particular areas of psychology. This essay looks in detail at such studies, carried out by Milgram, Skinner and Broadbent, with a view to assessing the value of their influences on subsequent psychological research. This essay aims to demonstrate how these studies have largely been influential and valuable as a result of their strengths, but will also demonstrate that a weakness within the structure of a study can also be influential. B.F. Skinner is considered to be one of the most influential psychologists of the twentieth century (Brace and Byford, 2012). His work on behaviour shaping and theory of operant conditioning is still influential today. Skinner believed that behaviour could be influenced through manipulation such as reinforcement, and controversially believed that thought processes and free will play no part in d etermining behaviour. To test his theories he experimented with rats and pigeons. He created the ‘Skinner box’ which meant that the animals’ behaviour could scientifically and objectively be measured. This was an influential and important development that enabled future studies to be carried out under tight controls. Skinner argued that learning through reinforcement could be successfully extended to humans (Toates, 2012). Subsequent research studies have been carried out testing the sustained influence of Skinners theory of reinforcement, and supporting its validity and value. Studies by Swinson and Harrop, 2005 (cited in Toates, 2012) support that challenging behaviour in the classroom can be reduced using positive reinforcement. E.g. a child receives praise for desired behaviours, rather than receiving attention for undesirable behaviour. Therefore Skinner’s classical study has had a positive influence in relation to behaviour in education. Furthermore there is evidence from therapeutic settings (Flora 2004), (cited in Toates, 2012) including mental hospitals, showing that children and adults have been successfully modified for psychological issues such as self-harming, using therapies derived from Skinner’s studies. These techniques of reinforcement are being used today in many hospitals, schools and prisons. (Toates, 2012). However, aspects of Skinner’s theory of behaviourism, displayed weaknesses  and as such is not favoured in psychology today. Most psychologists retain the view that free will is instrumental to behaviour and how we learn, believing that our ability to make choices is influenced by factors other than operant conditioning alone. This was a view rejected by Skinner (Toates, 2012). This aspect of behaviourism has had little influence on subsequent research other than to refute it. Nevertheless Skinners work on operant conditioning remains influential, and is used by many professionals (Cherry, 2013). Furthermore, the work of David Broadbent has been greatly influential and valuable, the evidence of which continues to be seen in research today. Broadbent’s work has contributed to our understanding of attention. He invented the modern study of attention, introducing and making popular the ‘information-processing’ approach which launched the cognitive revolution. This approach was the first testable model of attention and Broadbent was keen that others carried out experiments to test it (Edgar and Edgar 2012). He believed that psychological theory should come from considering practical problems, and with this approach he bridged the gap between the laboratory and the real-world (Berry, 2002, p.403). Broadbent’s model displayed that we have limited capacity to how much information we can process at one time, and as such this affects our abilities to multi-task etc. (Edgar and Edgar, 2012). This has implications on everyday tasks such as driving. This proved extremely valuable information with regards to researching cognitive abilities in humans, and is still used in cognitive psychology today. Colin Cherry was a contemporary of Broadbent’s, whose research extended that of Broadbent’s to explore the role of ‘meaning’ in attention. Cherry’s (1953) findings showed that meaning does play a role in information-processing and as a consequence Broadbent’s original model needed to be modified in a way that recognised memory, experience and expectations can influence attention. These findings generated refinements to the model, raised further specific questions and generated hypothesis which have been, and continue to be tested by carefully designed experiments. This process is known as the â€Å"Cycle of Enquiry†. Broadbent’s research regarding attention and multi-tasking influenced Ivan Brown et al. (1960), (cited in Edgar and Edgar, 2012) to conduct studies into the effects on driving whilst using a mobile ‘phone. This study is an excellent example and evidence of hypothesis testing. There were certain  elements applied to the experiment to ensure a valid test of the hypothesis: Performance or ‘dependent variables’ were measured by speed/accuracy; the two ‘conditions’ were driving without using a ‘phone, and driving the same route whilst answering questions using a ‘phone. The ‘conditions’ arose from manipulating the ‘independent’ variable’ – the use of a ‘phone or not. Other variables were controlled to ensure that the only influence on the result of the study was the variable being measured. The finding of the experiment supported Broadbent’s views regarding attention and multi-tasking. The value that the ‘cycle of enquiry’ adds to subsequent psychological research is immeasurable, as it ensures research is constantly open to re-evaluation. Over time and with the advent of technology, re search performed by Broadbent has influenced studies using fMRI which have been able to ‘see’ how attention is depicted in brain activity. Findings were consistent with Broadbent’s theory of limited capacity (Sabine Kastner et. al. (1998) cited in Edgar and Edgar 2012). Broadbent’s methodical approach to experimental research and theory development were the origins of subsequent psychological research. As such he was instrumental in the development of cognitive psychology. (Edgar and Edgar 2012). Equally influential on psychological research is Milgram’s studies into obedience from authorities’ (1961), which was provoked by the atrocities of the Second World War. The studies investigated whether volunteers would administer potential lethal electrical shocks to another human because they were told to by an ‘authoritative figure’. The findings were alarming in that most people were willing to administer the shocks on the instruction of ‘someone in authority.’ It was these findings that provoked much debate and influenced attempts at replications of the original study. Weaknesses of the study included it being conducted in a single geographical area, using same gender participants, and not being carried out in a real-world environment. In order to address the issue of gender, Milgram himself replicated his study using only females, with the resu lts showing that women were just as likely as men to give the shocks (Banyard, 2012). With regards to culture and geography, Milgram’s study was replicated in many countries and the results were analysed by Peter Smith and Michael Bond (1993), (cited in Banyard, 2012). The findings were that varying degrees of obedience were displayed by different cultures. To test the theory in a real-world  environment, a replication was carried out in a work environment by Charles Hofling et.al. (1996), (cited in Banyard, 2012) to see if nurses would give patients an overdose of a drug on the instruction of a telephone call from a Doctor. The drugs were ‘dummies’ and the Doctor a fake. The request broke hospital protocol but alarmingly a very high percentage of nurses followed the Doctors instruction. However, it’s not just the findings regarding human behaviour that have been greatly influential, but a significant weakness of the study has been equally so. The first code of ethics, The Nuremberg Code, was devised in 1946 as a response to the atrocities carried out during the Second World War. Many people disapproved of Milgram’s obedience studies as they felt that it was ethically wrong. One such psychologist was Diana Baumrind who felt Milgram had broken certain aspects of the code of ethics (Banyard, 2012). She believe d that the participants hadn’t been treated properly as their welfare had been compromised due to the extreme stress they had encountered; they weren’t able to give informed consent; the emotional cost to the participants wasn’t worth the benefit of the study, and participants weren’t able to exercise their right to withdraw. Furthermore, she argued that Milgram had harmed the public image of psychology. The value of this to subsequent research is that the obedience study demonstrated why ethics is so important in psychology, and highlighted the need for strict guidelines in research (Banyard, 2012). These very concerns regarding ethics would make it difficult to replicate the original study today. However, the development of technology has enabled replications of the study to be carried out in a virtual environment (Mel Slater et.al 2006, cited in Banyard 2012). The findings were similar to that of the original study. However you measure Milgram’s impact, whether it’s in terms of obedience, ethics or human behaviour, he remains one of the most influential Social Psychologists of our time. (Banyard, 2012). To conclude, having looked in detail at the classic studies, the evidence supplied clearly demonstrates that they’ve had a significant and valuable influence on subsequent psychological research. The influence that they’ve had and the high value to research are evident throughout history. However, it is also important to note that these studies do also display weaknesses; there are elements which have been challenged, offer no value, and have had no significant influence on subsequent research. This is however, over  shadowed by the body of evidence presented that outline the many ways in which the classical studies have influenced subsequent psychological research and continue to do so. (1553 words). References: Banyard, P. (2012) ‘Just Following Orders?’ in Brace, N. and Byford, J. (eds) Investigating Psychology, Oxford, Oxford University press/Milton Keynes, The Open University. Berry, D. (2012) The Psychologist, vol.15, no.8 22 August [Online]. Available at www.thepsychologist.org.uk/archive/archive_home.cfm/volumeID_15-edition_83-ArticleID_437-getfile-getPDF/thepsychologist/aug02berry.pdf) (Accessed 14 August 2013) Brace, N. and Byford, J. (eds) Investigating Psychology, Oxford, Oxford University press/Milton Keynes, The Open University. Cherry, K. (2013) http://psychology.about.com/od/profileofmajorthinkers/p/bio_skinner.htm (Accessed 14 August 2013) Edgar, H. and Edgar, G. (2012) ‘Paying Attention’ in Brace, N. and Byford, J. (eds) Investigating Psychology, Oxford, Oxford University press/Milton Keynes, The Open University. Toates, F. (2012. ‘Changing Behaviour’ in Brace, N. and Byford, J. (eds) Investigating Psychology, Oxford, Oxford University press/Milton Keynes, The Open University.

Burger King and Its Advertising Campaigns Essay

Burger King is a reliable burger company which has had its ups and downs. In 1974, it came out with a slogan of â€Å"Have it your way† and at this time it also had a 4 % market share. Burger King’s idea was to have the customer have their burger done their way rather than a standard burger. In the early 80’s Burger King was trying to keep sales growing so they had to keep changing their advertising. In 1982 â€Å"Battle of the burgers† and â€Å"Aren’t you hungry for a Burger king now? † were the slogans used. In 1983 â€Å"Broiling vs. frying† and 1985 â€Å"The big switch†. All these ads throughout the years helped increase market shares from 7. 6% to 8. 3% from 1983 to 1985. â€Å"Search for herb† was a slogan used by BK about a person that has never tasted a whopper burger, this campaign was supposed to increase market share by 10% but in reality only increased it by 1% it was a disaster. In 1986-1987 â€Å"this is a burger king town† and â€Å"best food for fast times† brought a lot of attention to the company. In 1988 â€Å"We do it like you do it† was used often but a year later they came out with two new slogans which confused the customer. In 1989 â€Å"Sometimes you gotta break the rules† and â€Å"BK tee vee† with MTV and Dan Cortese with â€Å"I love this place†. This was another huge setback for BK because people on the go and parents found this ad loud and irritating. BK at this time has failed to establish a solid image that would differentiate it from its competitors. Ads if anything only confused consumers as to what advantages BK offered. In 1993 it had a market share of 6. 1% were McDonalds had 15. 6% and BK’s sales were growing slower than its rivals. Failed advertising campaigns weren’t the only problem’s, they also had internal problems. Management lacked focus and direction and has struggled with marketing mix decisions. Franchises became confused and angered, service was slow and food preparation wasn’t consistent. Burger King lost its core product- flame broiled burgers, made the way the customer wanted them. Another thing that hurt them was the fact they didn’t lower prices to keep competing with their competitors this led to a below average sales growth. Many in store promotion also failed. In 1993 a new CEO was introduced, this allowed for huge turnaround and in fact it did. He helped please the franchises and responded to their problems and listened to their recommendations. Then later he lowered prices and hired a new advertising agency. 1. In reading this case analysis I figured Burger King to advertise the Whopper, but throughout the past years they didn’t do this. I figure the whopper or the flame broiled ads would have been more productive and probably would have resulted in greater sales margin. I also feel that the ads should have distinguished themselves from what other ads by letting the people know that burger king wasn’t just another standardized burger. Throughout the years, BK tried to establish the market by becoming someone they weren’t. I feel the ads used by BK should have been simple and to the point. This would have caused less confusion and more honesty with the customer, this is because you don’t want to advertise a pizza or a taco if your selling burgers. Other objectives BK wanted was to target teens with the MTV approach. This also failed because people found it loud and annoying. Then they tried a sit in type of restaurant, which also failed because people want a fast food low price meal not a high priced, sit down meal. Advertising is any paid form of non personal presentation and promotion of ideas, goods or services by an identified sponsor. Advertising is a good way to inform and persuade the customer. Advertising objectives are based on past decisions about the target market, positioning and target mix. There are five steps to making a major advertising decision these steps are as follows: Objective setting, Budget decisions, Message decision or media decision, and campaign evaluation. Along with these steps BK should also remember to inform, persuade, and to remind. These three are a must that a company should aim at, for example: in informing BK used the ad â€Å"Broiling vs. frying† in 1983 letting the consumer know that their burgers were broiled and not fried. In persuading, I think BK over did it and that is why I feel that they didn’t retain market share. They tried to be someone they weren’t with slogans like â€Å"search for herb† in 85 and many others like â€Å"BK Tee Vee† trying to persuade the younger generation and â€Å"Sometimes you gotta break the rules†. These slogans and more tried to persuade the consumer. In reminding their customers BK has done a good job. They’ve at least expanded nationally and internationally and always have commercials everywhere with a juicy whopper on the screen, reminding the viewer that BK is the only place a whopper is made. 2. BK’s past advertising and corporate strategy failed because BK did the two biggest mistakes they could have done. First they didn’t listen to the customer and second they didn’t advertise their main product a maintain a target market. In not accomplishing any of these two strategies in the past it allowed their rivals to get a lead on them. In 1993 McDonalds, for example, had a market share of 15. 6 percent compared to BK’s 6. 1 percent. This is because they established their market and didn’t try to invent new strategies. Burger King started to lose market shares when it first came out with the search for herb, and then it declined again when it tried to target the teenage generation rather than staying loyal to the general customer. It tried targeting the younger generation through MTV. This became insulting and irritating to the old customers and to the quiet more relaxed people and even all the young children who prefer clowns than some man screaming on TV . BK did not listen to its customer, they tried to establish a restaurant type of business, rather than their fast food burgers. Fast food patrons really wanted low prices and quick but high quality food, not a higher priced, sit down meal. The corporate strategy and the past advertising wasn’t the only problem and wasn’t the only one at fault for BK’s failure. They also had internal problems. Management has had troubles with the market mix decisions. Service was slow and food preparation was inconsistent and many stores needed remodeling. BK didn’t focus on its burger ,instead they were trying to experiment with pizza’s and ice cream. This caused confusion ,and confusion brings problems. To add to the problems BK was more expensive than McDonalds or Wendy’s combos, which was also hurt sales for Burger King. 3. For the new advertising campaign I would personally target the young and the old generation. I would also be very health conscious and try to establish myself as an environment safe corporation. Burger King is huge, they have the ability to do what they please, but they better make sure the customer are happy. I would make new slogans, and put new ideas for kids and grown ups to enjoy. I remember when I was growing up I used to love going to Burger King for a burger and getting a little toy. Now, you get a toy but the prices are so high you really end up paying for it anyway. I wouldn’t leave out the teenage to mid- twenty’s crowd, but I feel they are less influence by ads and specials, they will buy what is probably better and cheaper. Besides if you target them when they are small growing up then when they already grow they look they like you anyway. That is why you have to target the young and make sure you are good to them. New slogans are hard to come by in specially into this society where you better watch what you say or you will get suit. I do not really believe in slogans, I personally rather buy quality than to hear how good it could be. For me seeing is believing and I do not believe everything I hear. 4. I recommend a couple of things for Burger King to do. One has already been accomplish, this was I would first change the CEO. In this case Jim Adamson stepped in July 1991, since then Burger King has made a turn around. He listened and responded to franchise problems and recommendations. He locked into a strategy of concentrating on BK’s core products flame broiled, bigger burgers. He launched a new pricing structure which will compete with that of McDonald’s. Burger King also needed to get some effective advertising, and I believe Mr. Adamson also accomplished this, seeing BK has grown since 1991. He went back to the basics which I think was the most important part of a Company’s rebuilding, because this how you got to where you are and if all else fails, it’s like starting again with experience. BK became known as â€Å"The voice of the people† opposed to McDonald’s been known as the voice of the Corporation. I also feel BK advertising has improved. Now you see burgers on TV compare to Dan Cortese a couple of years ago. You also see people having a good time and eating a whopper. I feel Burger King is a company with many obstacles but it is also a company that if is stuck to its basic game plan, it could regain a great deal of the market share. If I was to give a recommendation it would probably be for BK to stay been loyal to your customers and to try to keep the market share.

Leadership A 21st Century Leader Of A Business, Government...

Title: Leadership Assignment Topic Using relevant theories and models critically evaluate and analyse the leadership of a 21st century leader of a (business, government or not-for-profit) organisation. If you were in the position of the leader, what could you do to be a better leader and make a stronger impact on the followers and on the situation? Write a report in which you cover the following: †¢ a clear description of the leader, the organisation/industry, and situation/context †¢ an evaluation of the leader by referring to concepts and theories covered in the subject (e.g. style, behaviour, traits, attitudes, power) and by referring to relevant examples and mini-cases in the textbook (where appropriate) †¢ a discussion of how you would lead differently if you were put in the same situation/s as the leader and how you could make a stronger impact on the followers and on the situation/s. Word Count: Student Name: Lindsay Ashton Student Number: A001639680 Subject name: 702 Leadership AQF level: 8 Executive Summary Table of Contents 1. Introduction 4 2. Brief History of the Leader 4 3. Evaluation of the leader 5 1.1 Leadership Traits 5 1.2 Myers-Briggs Type Indicator 6 1.3 Fiedler’s Contingency Model 7 1.4 Interactional Model 7 4. Conclusion 8 1. Introduction The greatest leaders of the 21st century have led organisations to evolve and prosper in various ways with differing styles. Within the technology market, Steve Jobs is one of the most distinguished leaders.Show MoreRelatedDifferences Between 20th And 21st Century Essay1503 Words   |  7 Pages Differences between 20th and 21st Century Leadership David D. 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