An Analysis Of Strategies Mcdonalds Marketing Essay

An Analysis Of Strategies Mcdonalds Marketing Essay The founder and the builder of McDonald Corporation is Raymond Krocand he developed and changed the American fast food restaurant industry by striking and controlling the hamburger, French fries and milkshake production. He assured customer that the French fries bought in Topeka and New York City would be the same by developing a sophisticated operating and delivery system. Reliability of operating and delivery system made McDonalds brand name. 1.1 McDonalds Vision McDonalds vision is to be the worlds best quick service restaurant experience. Being the best means providing outstanding quality, service, cleanliness and value so that we make every customer in every restaurant smile 1.2 McDonalds Objectives Sales Total revenue of the business earned by selling food and service Growth Provides a better or greater service by increasing the market share Profit Provide good sustainable profitable growth for its shareholders. Customer Satisfaction Friendly and fun environment for customers. McDonalds External Environment factors Environmental scanning is monitoring and evaluating of information from the external and internal environments to key people within the firm. When analyzing the external environment must consider the task environment as well. External environment could be categorizes as societal and task environment. Societal environment includes general forces that do not directly touch on the short-term activities but often influences its long-run decisions. Factors that affect the societal are economic, technological, political-legal and socio cultural. Task environment means a group of firms producing a similar product or service includes the stakeholders that have as interest over the activities of the company such as customers, suppliers, employees, pressure groups competitors etc. When analyzing McDonalds the external environment could be view as follows, 2.1 Economical Factors This includes GDP trends; interest rates, money supply, inflation rates, unemployment levels etc are some of them. If the interest rates were high, people would tend to save more and would affect the consumption income. When the disposable income is reduced demand for food items would reduce this in turn would affect McDonalds adversely .When the inflation rates are low the prices for products would reduce over time and would increase the demand for consumption goods 2.2 Political Legal Factors This would include environmental protection laws, tax laws, government subsidies, foreign trade regulations, stability of government etc. When the tax imposed on Eg. throughout the 1970s McDonalds became involved with a lot of charity word, further in 1974 they established a charity called Ronal McDonald House as temporary housing for the families of ill children receiving treatment at nearby hospitals. 2.3 Technological Factors This involves spending on research and development, patent protection, new developments in technology, productivity improvements etc. Eg. McDonalds has added improvements for food processing such as filet o fish and burgers. 2.4 Sociocultural Factors This involves lifestyle changes, career expectations, consumer activism, growth rate of population, age distributions, regional shift in population etc. Eg. McDonalds caters its menu in different countries around the world and they cater specialized menus to suit different cultures such as in India non-vegetarian menu includes only chicken and fish and not beef as they consider cow as sacred. 2.5 Task Environment McDonalds task environment includes its suppliers of raw material such as meat items, customers, competitors such as Burger King, KFC, Juicy burger etc. Eg. McDonalds has created alliances with Disney, Coca-Cola etc to fight back the immense competition. When analyzing the industry of McDonalds it is vital that the most affected external factors are social, technology and economic and the affected factors under task are competitors and customers .This is due to the impact it has on the companys performance. Porters five forces 3.1 Rivalry Fast food restaurant chain is extremely competitive trade with numerous fast food businesses try to compete with each and improve their business being innovative and high in customer service. In view of the fact that McDonalds has outshined in this trade after establishment in 1940. However, McDonalds started with McCafe to being part of the competition. It was a great privilege to the company to being a major competitor in this sector. Another most important approach was bringing in the breakfast meal to contend existing business serving breakfast. Therefore, McDonalds should be advance and aware of customer taste and preferences to compete with this huge restaurant industry. 3.2 Barriers to entry Consequently, with this huge competition it is hard to get into this industry and establish a distinctive brand loyalty name as McDonalds. To get into the market there is a high research and development cost involved. Although, McDonalds has a huge reputable distinctiveness to make more difficult the new entrants to get into the market and accomplish the food chain industry with offering for a comparable price scale. 3.3 Threat of Substitutes Currently, we find many alternatives towards the food chain industry. Already there is wide range of commodities available for the customers either is substitute by McDonalds Burgers, Beverages, dairy products and many more. Eg: These substitute products may include products purchased from the local grocery store, food from sit-down restaurants, or delivery foods such as pizza 3.4 Bargaining Power of Suppliers Bargaining power of suppliers is very low within the restaurant industry on relative size and attentiveness of suppliers and the differentiation of the contribution supplied. However, if the main ingredient of the product is not available there is a high bargaining power of suppliers. 3.5 Bargaining Power Buyers It always allows customers to seek out for other competitors. In addition, fast food restaurant products buyers can always find alternative suppliers because their benchmarked, undifferentiated. Customers are unable to bargain as they always hold a fixed price. Therefore, there is a very low bargaining influence of buyers in the industry. Porters Value Chain Analysis of McDonalds McDonalds Support activities Margin Failed in India/ pulled out in USAProcurement: sought partners with expertise on down trade distribution. HRM specialists in RD and expertise in food formulation, education to raise Awareness of issues and raise demand Technology and development research and developments in quality assurance and packing was readdress to lower cost. Infrastructure: international organisation more than 50,000 employees works in more than 50 countries, company goal to developing low income products. McDonalds Primary Activities Inbound Logistics *Inbound goods to be used in products *information formed from nutritional studies Operations *RD in field research needs to end users. *Quality developed in collaboration with good supplies. Outbound Logistics *Lack of outbound failed in India Marketing and Sales Lack of understanding between the customers substitute products were easily launched in India. Margin Now outstanding in Singapore and Australia Services Provided by the companies enrolment standards SWOT Analysis 5.1 Strengths Generally, risk assortment factor is concerned with environment act. McDonalds logo is highly recognized worldwide McDonalds got branded menu items further promote products and services. Eg: Big Mac Chicken, Mc Nuggets It has a strong financial performance and a large market share by fast food sales as a property investor and from franchises of own restaurants. McDonalds owns the Ronald McDonalds House of childrens charity house. Precise food safety standards and McDonalds is very vigilant in this regard McDonalds was the first to provide customers about the food nurture Specialized training for managers at Hamburger University 5.2 Weaknesses Unhealthy food image and also yet to accomplish going on the trend of organic food Be deficient in new products Huge employee revenue More advertising on children Quality of the food is incompatible Compared to the other fast food chain order accuracy percentage is low 5.3 Opportunities Always easy to adopt the new product lines Low-cost menus are available to attract customers Easy diversification and acquisition to begin new franchises Franchising in other countries helps to raise the total revenue It can increase the locations with luxurious customer attractive places 5.4 Threats Weaker economy situations with bad impacts from recession though its diversified Health problems regarding quality of the food and healthier menu items Major problem of foreign currency fluctuations Diminish the market share with huge promotion investments McDonalds Existing Strategy McDonalds overall strategy can be view as plan to win; they are not focused on becoming the biggest fast food restaurant chain but the best fast food restaurant. They have customized their menus in different countries as part of their marketing strategy. For example in US they are more focused on breakfast, chicken, beverages and convenience in the outlets. McDonalds feels that by customizing the products and services to match different continents in the world would give them the competitive advantage over its rivals. McDonalds existing organisational strategy is to create better service restaurant operations, menu varieties, and better beverage choices such as hot beverages (hot chocolate, latte etc). Further, they have utilised the marketing mix in order to achieve the marketing strategy by operating the outlets for longer hours, offering everyday value meals and enhancing efficiency in drive-thru. In addition, they focused on becoming the lowest cost producer by minimising the waste; McDonalds reuse many of the disposable items to create higher value. Company focused on increasing profitability through minimising cost as per Porters generic strategies. McDonalds is famous for being differentiation focus as they offer customised products to its customers throughout the world. Recommended Porters Generic Strategies 7.1 Differentiation strategy Differentiation strategy core objective is to be a business oriented proactive market leader. This strategy explains continuously and slightly better prepared than the competitors to attract and force them for a competition. McDonalds have been rank as two in chain industry with a market share 33percent. When Burger King achieves 13 percent market share to stay on as a market leader in fast food industry McDonalds can implement and improve new ways of the ordinary process of the customer and technological development in their restaurants. On the other hand, McDonalds can also bring in new and superior products for customers to gratify their needs. McDonalds can take this strategy to enhance their customer service in a different approach. McDonalds new instructive modules and training process for to get better on poor quality features. 7.2 Cost Leadership strategy The principle of this strategy is always making it difficult for competitors to capture the market. This works well for the firms, which have already achieved business supremacy, while McDonalds is already the food chain leader to preserve and continue their position in the market industry need to select to new tactics using this strategy. Opening more stores around the world would able to increase the market growth and will facilitate to deject smaller companies to expand their market share. In addition, to remain cost competitive and technologically progressive McDonalds need to invest capital in Research and Development to support innovative technologies for their business. Conclusion McDonalds needs to increase its product line, by introducing more deserts and more items like Pizza McPuff. In addition, it should have prolonged quick supply in a clean friendly environment by reducing supply chain cost. McDonalds has the opportunity to improve and establish itself to shareholders, stakeholders and public with every issue challenge to retain and attract customers McDonalds is ready to develop their Happy meal choices and to serve finest coffees and other beverages along with introducing cakes, pastries in McCafees. McDonalds ought to supply extraordinary promos throughout festivals and need to increase space for sponsor college or company festivals and specially childrens birthday parties. In addition, a focal point of gifts for all generations such as kids, youth and adults. Subsequently, evaluating the marketing mix McDonalds achieved the think global, act local by combining the elements of globalization and internationalization.

Prince of Denmark: A Hero?

William's Shakespeare's famous drama Hamlet, is filled with treachery, revenge, and corruption. The play unfolds as the protagonist, a troubled young prince, looses his father to the hand of his uncle. At the same time, his recently widowed mother marries this uncle becomes new king of Denmark. After encountering his father's ghost, young Hamlet dedicates himself to avenge his father's murder. But although at the beginning he seems sure of what he's set out to do, his many flaws start to show thought out the story. He begins constantly struggling in a battle with his mind, and delays action by finding reasons to avoid his duties. He also builds up many emotions on his mother's marriage, and looses faith on all women. He becomes uninterested in life and sees no meaning of it. He's unable to act, to think clearly, to love, to build a much more meaningful life and hides himself in his own thoughts. He clearly was not a fit hero, for he was a passive, suicidal, misogynist wimp. Hamlet can be portrayed as uncertain. He is unclear about whether to avenge the death of his father, or simply mourn his absence but recover and let go. He conveys a feeling of ambiguity in his soliloquies, by fearing condemnation for himself. In act one he first brings out doubts about this father's ghost, saying â€Å"The spirit that I have seen may be the devil. † Making this a quick excuse he continues saying the devil being so strong has abused him in his â€Å"weakness and melancholy† (III, 2, Pg137). He continues to doubt his ability to obey the ghost, for he is simply a coward. He confesses he's â€Å"dull† and claims he cannot take action because his personality is a passive one. As the play goes on, Hamlet still does not find the motivation to continue his plan. He compares himself to the player of a king passionate about Hecuba, when it doesn't mean much to him because he's acting. He says, â€Å"Yet I, a lazy and miserable rascal, mope about like Johnny Daydreams, lacking inspiration for my cause, and unable to say a word. No, not even on behalf of a king who was damnably murdered. † (II, 2, Pg135). The prince of Denmark later begins to convince himself that the ghost was truly his father and is determined to follow the ghost's commands. But in order to kill the king, he thinks of attempting to act but cannot actually bring himself into action. In act III, scene 2, Hamlet decides to go on to kill King Claudius and establish justice once and for all. But at the next scene he talks himself out of character and does not kill the king. Apparently the king was praying in church and he decided not to kill him because â€Å"he would go to heaven. So much for my revenge! †. He delays and intends to do the deed when King Claudius â€Å"is drunk asleep, or in a rage, in bed indulging in incestuous pleasures, blaspheming while playing a game, or involved in some activity that has no trace of God's salvation in it. † (III, 3, Pg187). Hamlet's actions are delayed whenever the situation is not perfect. He goes back and forth, and only kills Claudius when he's almost force to before his own death. Another one of Hamlet's flaws is his lack of contempt for life. After his uncle Claudius murdered his brother, Hamlet's father, he'd knew it was for the power and hand of the queen. His mood turns morbid and depressed. His mind suffered and he was looking at death as the dream of something better than his troubled life. †To live or not to live. That is the issue. Is it more noble to endure the blows of fickle fortune, or to fight against overwhelming odds and overcome them? †(III,1,Pg143). Hamlet is much tired of feeling sorrow over his murdered father and anger towards his mother. But as he contemplates suicide, he wonders and worries about what and where he would go after death. He keeps in mind Christian beliefs of damnation and still sees death as something unknown and feared. But he's constantly wishing he didn't have to go on. â€Å"I have lost my good spirits, dropped all form of exercise. Indeed, I feel so depressed that this beautiful structure the earth seems to be a useless lump of rock. †(II, 2, Pg117). He not only hates his life but the world that surrounds him has no meaning. He even calls his home Denmark, where he is prince, an â€Å"unweedened garden† of â€Å"things rank and gross in nature†(I, 2, Pg00). After coming back from his ship to England, Hamlet encounters a gravedigger and learns he's digging the grave for Ophelia. It makes him feel very angry and confused, and after learning about the life of some of the deceased at the graveyard, changes dramatically his views towards death. He goes from feeling troubled and fearful of the unknown, into a person aware of the reality of death. Hamlet becomes obsessed with it and its effects. In act III he's able to discuss death openly, and when he killed Polonius by mistake he had no sympathy or remorse. Same happened when he sends to kill Rosencratz and Guildenstern believing â€Å"they brought it upon themselves†. He shows numbness to all death around him and death itself. He comes to a conclusion that no matter who you are and how important you are, everyone ends up buried exactly the same way. â€Å"Alexander died, Alexander was buried, Alexander returned to dust, the dust is earth, of earth we make loam,†(V, 1, Pg273) This way of thinking helped him accept Laertes' duel knowing what might be his faith. â€Å"Being prepared for [death] is what matters†¦ what's so bad about an early death? (V, 2, Pg295). During the entire play, Hamlet shows a negative view towards the women in his life as well. He feels that both his mother Gertrude, and lover Ophelia have betrayed them through their actions. His relationship with his mother isn't the best because even though he loves her, he's still angry that she didn't mourn his father and married his uncle so quickly after his death. He feels she has betrayed booth him and his father, he also sees it as immoral and disrespectful. He feels she, as well as all woman are dependent on men too much, are too weak, and cannot think for themselves. He calls them â€Å"brainless beasts† who â€Å"Know well enough what cuckold s [they] make of [men]. †(III, 1, Pg149). He begins to feel disgusted with marriage and sexuality â€Å"Imagine! Living in the stinking sweat of a greasy bed, wallowing in corruption, flirting and making love in that disgusting pigsty! †(III, 4, Pg197). Hamlet does not understand how men could stand having women around them at all. His mother obviously shaped greatly his view on all women. He especially let out all these feelings when he encounters his young love Ophelia. He says harsh things to her and treats her as if she was much more inferior to him. He tells her all women are whores, and all women, including her, who seem pure inside are full of corruption and sexual desires. Ophelia's father also gets offended as he's called a fishmonger, because he ordered his daughter to spy on Hamlet. Hamlet doesn't trust Ophelia, even though she's always willing to listen to him. He thinks he's got women all figured out â€Å"I know all about your cosmetics. God has given you one face, and you must make yourselves another. You wiggle and mince, you put on fancy voices, you use fashionable words, and pretend your affections are natural†(III, 1, Pg149). But in the mist of his rage, he failed to see that Ophelia always defended him and loved him despite his brutality towards her. Not only was he passive, suicidal and misogynist, but he often showed he was a wimp. Hamlet delayed his revenge for so long, making several excuses when he had a clear chance to kill his uncle. Also, he simply did not confront him, but organized a play to set him up on what he called a â€Å"mousetrap†. But this only delayed his actions even more. â€Å"My eyes will be revered on his face, later we'll compare notes judging his demeanor. †(III, 2, Pg157). He showed to be afraid of Claudius, because everything he does is not direct. Hamlet was specially a wimp when he goes to confront his mother, and he notices that someone is hiding behind the curtains but cannot make out who it is. Thinking it might be Claudius, he stabs him with his sword. But the person behind the curtains was Polonius, Ophelia's father. â€Å"You wretched rash, intruding fool- farewell. I thought you were the king. Accept your bad luck. †(III, 4, Pg193). His actions were very cowardly because he didn't attack the king directly, but behind the curtain where one cannot see the attack coming. Young Hamlet may had been a prince by birth but not by actions. He also wasn't fit to be a hero, because his many flaws could not allow him to develop a admirable personality. It can't be denied that his situation was harsh and that it could bring sorrow to anyone in his position. But he should have been able to think and express himself more rationally, instead of running endlessly around the same circle of insecurity. His lack of strength affected not only himself but all members of the court and friends. Upon his death he was given memorial like a soldier, even though he lived like a coward, without love, pride or happiness.

Food Borne Illness Essay

Food that is mishandled can lead to foodborne illness. While the United States has one of the safest food supplies in the world, preventing foodborne illness remains a major public health challenge. Often when you purchase foods from the grocery store or the food market, you have to check all the expiration dates. When a food is expired, they tend to give you a sign that the food is no good. For example, when you go to the store and shop for bread, you have to check the expiration date. If you purchase bread when the date on the bread is expired, the bread will mold within in the next three days or so. The same situation with the expiration dates is for meat as well. According to â€Å"Food Borne Illnesses & Disease† (2012), as pertaining to storage, for example meat, you can store meat in the freeze for a specific amount of time and it will still be as good as it was when you bought it from the store. * * If you store meat over the amount of time that is listed in this chart, the meat is no longer good. The presentation of the products in the store tend to look good when they might not be. Some foods are advertised as being healthy and clean but they could be bad as well. * Listeria, salmonella, E. Coli, Botulism, are some food borne illnesses that America try to avoid everyday. To prevent the food borne illness Listeria, you must set your refrigerator to 40  °F or lower, and the freezer 0  °F or lower. Use a refrigerator thermometer to check your refrigerator’s inside temperature. When you check in your refrigerator and you see juice from hot dogs or any type of meat leaking, you have to clean the inside thoroughly to avoid catching this illness. Clean the inside walls and shelves of your refrigerator with hot water and liquid soap, then rinse. Use precooked or ready-to-eat food as soon as you can. Do not store the precooked or ready-to-eat food in the refrigerator too long. Wash your hands after you touch hot dogs, raw meat, chicken, turkey, or seafood or their juices. Readers might search for more information on the food safety and inspection service website. They can and will inform you about the many illnesses that are out and how you can and can not prevent them. They will also give you many charts on how to take care of your meat and how to store your meat so you will prevent catching any food borne illness. * To determine if the research is credible, you have to search for the same information through other websites as well. Never just go along with one website and say that it is credible. It is very important to use this criteria when searching for information on nutrition and health because on some sources, they might give you information on telling you what to do with your raw foods and you end up getting sick. To avoid all of the confusion and the illnesses, make sure that the sources are credible. References: Food Borne Illnesses & Disease. (2012). Retrieved from http://www.fsis.usda.gov/fact_sheets/Foodborne_Illness_&_Disease_Fact_She

Characters from Opposite Sides of the World in Two Kinds...

In the story â€Å"Two Kinds† by writer Any Tan, we read of a young girl, Jing-Mei, who was raised in Western society by her almost stereotypical Chinese mother. Through her mother’s examples, I can personally relate to Jing-Mei because both my father and mother are from cultures not entirely similar to Western culture. Though my parents are not as strict as Jing-Mei’s, I am able to spot certain similarities in the mentalities that my parents and Jing-Mei’s mother share. However, the ways that Jing-Mei and I personally think are slightly different. In certain areas of our opinions we are also able to agree though. The descriptions given to characters by good writers in their story allows for readers to draw comparison and analyze how related†¦show more content†¦I have observed the same desire in my parents. They have always lightly suggested paths I should take into account, for they only want me to succeed. However, this was never done with the force Jing-Mei’s mother implemented. My parents are always open to what I feel I should do, which is directly contrasting Jing-Mei’s family. Ultimately, Jing-Mei’s parents and my parents are comparable with a strong desire to see their children succeed. Third, a stark difference in the mentalities that Jing-Mei and I both carry personally is existential. Jing-Mei says that she does not want to be prodigious, and in fact, she says that she would not allow her mother to change her in any way (Tan par. 19). It is difficult for her to see past the treatment Eastern parents use because she grew up surrounded by Western culture. On the other hand, I have come to appreciate the desires my parents have for me to succeed through the pushes they make. Whether they are only suggestions or something they make me do, I realize it is only for the best. It is this appreciation that Jing-Mei does not realize and completely rebukes in the story and the early appreciation I hold that also makes us slightly different. In conclusion, Jing-Mei’s character carries certain aspects that I find easily relatable through the lens of my life. Our upbringing from parents of different cultures in a completely different Western societyShow MoreRelatedAmy Tan Overcoming Faulty Relationships and Self Identity Essay1514 Words   |  7 PagesAmy Tan struggled with many issues caused by her dual cultures, which she expressed thoroughly in her works. Daisy and John Tan were post war immigrants and the parents of Amy Tan (Amy Tan). Tan was given the Chinese name An-Mei, which stands for blessings from America (McCarthy). To them she was the blessing that they had received after their own struggles. Tan’s father came to America after WWII to become a minister (Amy Tan). Even though it seemed like Tan’s life was running smoothly tragedy struckRead MoreComparisson of Mother Tounge and Everyday Use1417 Words   |  6 Pageswritings of these two short stories . â€Å"Mother Tongue† revolves around the experiences Tan and her mother had due to her mothers English speaking limitations, she also revolves her story around the relationship of a mother and daughter. Alice walker on the other hand writes a story narrated by â€Å"Mama† the mother of two daughters Maggie and Dee and explains the conflicting relationship she has with Dee, both writers similarly emphasize on the relationships these mother and daughter characters had and theyRead MoreEssay on The Ideal Parent1070 Words   |  5 PagesThe Ideal Parent Many kids complain about their parents. I hear it all the time from all kinds of kids who come from all sorts of different backgrounds. It seems in the world today parents get all the negative attention, and it seems like all the good they do go unnoticed by the public. Two different kinds of mothers were presented in the stories Two Kinds by Amy Tan, and I Stand Here Ironing by Tillie Olsen. Sometimes children complain about their mothers, each wishing they couldRead MoreTwo Kinds by Amy Tan Essay1820 Words   |  8 PagesTwo Kinds is a story about mother-daughter relationship Ââ€" Suyuan and Jing-mei. Suyuan believed that America is where her dreams will be fulfilled. She thought that her daughter, Jing-mei, would be the one to realize them. Jing-mei, on the other hand, was a confused child at first. She was led to believe that she can be someone. At first, she followed her mother, but when she felt that her mother was already forcing her and stealing her youth, she told he rself that it was the end. The story is aRead MoreClick by John Barth1810 Words   |  8 Pagesthe worlds technological advancement with computers gave him a good start on an interesting story. By incorporating todays living with literature he turn out Click. Click some hated it, but some liked it. I think the lack of understanding of this story is what caused those people to dislike the story; the fact that the story was very long also had something to do with it. I will present the in-depth thought that made me understand and really like the story. Also I will put some points from theRead MoreGoogle, Inc. : Personal Organizational Ethics2439 Words   |  10 Pagesorder to fulfill the needs of this title appropriately, a person must be able to analyze whether the current and past actions are done and performed in an ethical manner and from those performances examine and review the changes that must be made for appropriate future endeavors. One of the major important details with in any organization is the ethical concerns that are developed or continued within the company. Ethical concerns give employees, consumers and investors a view and presentation on howRead MoreGender Roles in Movies Essay2487 Words   |  10 Pagessettings. These factors contribute to the different representations of womens roles in the film they are present in. These roles are diverse going from the traditional maternal role to that of manipulative murderer. In contemporary media these roles are given higher status, in the pass the highest a female role could be at most was a side-kick or a co-star, they were given the title leading lady if they were at there best and yet they would always be second best. However, in presentRead MoreEssay Obsession in Vladimir Nabokovs Lolita2272 Words   |  10 Pagesimpulses to both accept and reject the same attachment object... (Brink, pg. 195). He further describes it as ...a defense in which the internalized mother is split into accepting and rejecting aspects by which the person gains quasi-independence from her by identifying with her (112). This idea is clearly illustrated in Humberts relationship with Charlotte Haze. He clearly despises Charlotte as seen when he first meets and describes her: The poor lady was in her middle thirties, she had aRead MoreOn Mother-Daughter Relationship in the Women Warrior6552 Words   |  27 PagesOn Mother-daughter relationship in The Woman Warrior 1 Brief introduction of Chinese-American literature in United States(the special focus on mother-daughter relationship in the Chinese-American women writings) From the nineteenth century, Chinese-American literature has been discriminated by the American literature canon. Most early Chinese American works tended to cater for the taste of the white readership. The situation changed till the later half of the twentieth century whenRead MoreMasculinity in Chuck Palahniuks Work7062 Words   |  29 Pagesgrasps critics’ attention more so than any other Palahniuk themes. It is very apparent that masculinity has changed as a natural progression of modernisation. This dissertation will analyse masculinity as it is depicted in Palahniuk’s writings and explore Palahniuk’s intentions and beliefs. I will interpret the responses of select critics in order to gain some understanding of what Palahniuk deems to be the ideal model of masculinity in the modern world, beneath his post-modern twists, transgressive