Rate Law and Activation Energy Essay Example for Free

Rate Law and Activation Energy Essay Introduction In this experiment we are analyzing the relationship between reaction rates at different concentrations and temperatures to determine the true rate constant, activation energy, reaction orders, and half-life of a reaction. The reaction of interest is the addition of a hydroxyl group to the nucleus of Crystal Violet. Crystal Violet, or hexamethylparaosaniline chloride for short, is a strongly colored purple dye with the chemical formula C25H30N3Cl and disassociates completely in solution. The relevant structure for this compound can be seen in figure 1 Figure 1 The base that is being used for the reaction is the strong base Sodium Hydroxide, or NaOH. This molecule also completely disassociates in water. Because measuring the concentrations of reactants is difficult in a simple lab setting, the reaction between Crystal Violet and Sodium Hydroxide will be measured through light absorbance. As the reaction between the chemicals takes place and the Crystal Violet receives the hydroxide the overall intensity of the purple color will decrease thus affecting the absorbance. The absorbance of the solution will be measured with a colorimeter as the reaction takes place and will be interpreted as a direct representation of concentration of Crystal Violet. After the reaction has taken place, through analysis of graphs plotting absorption vs. time, the natural log of absorption vs. time, and the inverse of absorption vs. time the reaction will be determined to be either zeroth, first, or second order with respect to crystal violet. From here the a pseudo rate constant can be determined, and using comparisons of different constants at different concentrations of NaOH solution and different temperatures, the reaction order with respect to hydroxide, the true rate constant for the reaction, and the activation energy for the reaction can all be determined with the following equations respectively. equation 1 Where k2’ is the pseudo rate constant of the reaction using twice the initial OH- concentration as is used in the k1’ reaction and n is equal to the reaction order with respect to OH-. equation 2 Where k’ is a pseudo rate constant based off of absorption and n is the reaction order with respect to OH- determined by equation 1. equation 3 Where k1 is the reaction constant at temperature T1, a is a constant that can be ignored due to the way the equation will be utilized, R is that gas constant, and Ea is the activation energy. Procedure The following materials were needed for the experiment: 4 100mL beakers 250mL beaker 2.5Ãâ€"10-5M Crystal Violet Stock solution 0.10M NaOH Stock solution Distilled Water 10 dry plastic cuvettes and caps Stirring rod Vernier Colorimeter 50mL volumetric pipet 100 µL syringe 2 10mL vials Logger Pro software Vernier computer interface Hot plate Vernier temperature probe 1. First, 100mL of 0.10M NaOH solution was obtained using a 50mL volumetric pipet, and 0.05M was prepared using a the pipet, the stock 0.10M NaOH solution, and distilled water. 2. The Logger Pro software was engaged and both the Vernier colorimeter and temperature probe were plugged into the appropriate channels. The temperature of the room was measured and the colorimeter was calibrated by setting the 0% light and 100% light conditions. 3. The colorimeter was set to 565nm and 1mL of 2.5Ãâ€"10-5M Crystal Violet solution was mixed with 1mL of 0.05M NaOH solution and quickly added to the colorimeter. Data correlating time, temperature, transmittance, and absorbance was then recorded for seven minutes as the reaction between the two solutions took place, and this data was saved. 4. This previous step was repeated two additional times with the 0.05M NaOH solution, and then three times with the 0.10M NaOH solution. 5. Last, two 10mL-vials of 0.05M NaOH and 2.5Ãâ€"10-5M Crystal Violet solution were prepared in a warm bath solution on the hot plate. Once the temperature reached 35ËšC and was recorded, steps BLANK through BLANK were repeated again twice with the heated solutions of Crystal Violet and 0.05M NaOH. All of the data that was collected was saved and distributed between the two lab partners and all excess solutions were disposed of properly under the fume hood. Results The following are the graphs obtained from the absorption and time recordings of the third run for the reaction between 1mL of 0.05M NaOH and 1mL of and 2.5Ãâ€"10-5M Crystal Violet carried out at 22.62ËšC. figure 2 figure 3 figure 4 These plots show that the reaction order with respect to crystal violet is clearly 1st order due to the great r2 value of the linear trend line. Since our pseudo rate constant based off of absorption is equal to the negative slope of our linear plot, our k’ in for the reaction of 1mL of 0.05M NaOH and 1mL of and 2.5Ãâ€"10-5M Crystal Violet carried out at 22.62ËšC is 0.1894. These next three plots are the graphs obtained from the absorption and time recordings of the first run for the reaction between 1mL of 0.10M NaOH and 1mL of and 2.5Ãâ€"10-5M Crystal Violet carried out at 22.50ËšC. figure 5 figure 6 figure 7 As expected, these results still indicate a reaction order of 1 with respect to crystal violet as demonstrated by the linear plot on the figure 6. Our k’ in for the reaction of 1mL of 0.10M NaOH and 1mL of and 2.5Ãâ€"10-5M Crystal Violet carried out at 22.50ËšC is 0.2993. Now that we have two pseudo reaction constants in which the OH- concentration differs by a factor of 2, we can use equation 1 to obtain the reaction order with respect to OH-. Since the reaction order must be an integer we can see that the n must be 1. It is now know that for the reaction, the reaction orders with respect to both reactants are 1. At this point, the true rate constant can be determined using equation 2, where n is 1, the initial concentration of OH- is 0.05, and the pseudo rate constant k’ is 0.1894. These next three plots are the graphs obtained from the absorption and time recordings of the first run for the reaction between 1mL of 0.05M NaOH and 1mL of and 2.5Ãâ€"10-5M Crystal Violet carried out at 36.09ËšC. figure 8 figure 9 figure 10 Once again it is apparent from the three plots that the reaction is first order with respect to crystal violet. However, the reason we performed this last kinetic run was to obtain a value for k at a different temperature. This way we have two sets of values for equation 3 with two temperatures, and two rate constants. With this information we can cut out the pre-exponential factor a and solve for the activation energy. But first k must again be calculated for the reaction at the new temperature. Doing this the same way as done in calculation 2, we obtain a reaction constant of 4.964 – a higher value, which is to be expected with the increase in temperature. Now, manipulating equation 4 we obtain that equation 4 While plugging the proper values provides which after some arithmetic leads to a calculated Ea of 15,254.67J, or 15.25467kJ. The calculation for half-lives for the different conditions is simple, and just requires the following equation. equation 5 When using the rate constant found in calculation 1, t1/2 for the kinetic run for the reaction between 1mL of 0.05M NaOH and 1mL of and 2.5Ãâ€"10-5M Crystal Violet carried out at 22.62ËšC is found to be 0.183 seconds. Error Analysis In this experiment there are several things calculated and several sources of error to take into account. Error needs to be calculated for the rate constants k, for the half-lives, and for activation energy. The errors for the pseudo-rate constants are obtained using the LLS method. Once these are obtained the next step is to calculate the error in the true rate constants. When calculating the error in true rate constant once must apply both the error in the pseudo rate constant and the error in the measurement of volume for the 100 µL syringe as it pertains to the concentration of hydroxide. The error in the syringe is 0.02mL, which for 0.05M NaOH solution leads to an error in concentration of approximately 1Ãâ€"10-3M and 2Ãâ€"10-3M for 0.10M NaOH. Equation 2 is manipulated to solve for the true rate constant. The following equation is used to solve for the error in the true rate constant. equation 6 And when the derivatives are solved is equal to equation 7 And when the numbers are plugged in for the first kinetic run looks like calculation =.08 In other words, the rate constant for the first kinetic run came out to be 3.79 ±.08. Now when calculating the error in the half-life the only thing that has to be taken into consideration is the error in the rate constant, which was just calculated above. Using the same method, equation 5 is solved for half-life, and the error is calculated like so. equation 8 Which after the derivatives are solved is equal to equation 9 And of course after the correct values for example the first kinetic run are plugged in provides calculation = .004 And last but nowhere near least, is the error analysis for the activation energy. With this the error for the true rate constant must again be taken into consideration, and the error for the temperature probe. The error for the true rate constant has already been calculated, while the error for the temperature probe is provided in the lab manual as being  ±0.03K. Taking these into consideration, a very complex process follows. The same process as above was used but involving much more complicated and lengthy derivatives. First equation 3 was manipulated to the following form. equation 10 The derivative of this equation with respect to each variable (T1, T2, K1, and K2) was then taken squared, and multiplied by the square of the respective variables uncertainty. These were added up and the square root was taken as in the above methods. The end result was a calculated error of 2 KJ for the calculated activation energy of 15kJ. Figure 11 Overall this lab was very successful in the use of absorption as a method of monitoring change in concentration. The calculated errors all seem to be about what one might expect. This lab was very analytical outside of one glaring hole. You can see in figure 9 a slight curve in the plot that isn’t found on either figure 3 or figure 6. To me this seems to be because the reactants are heated up to a temperature around 35-36ËšC, but once the chemicals are mixed and placed in the cuvette the temperature is no longer controlled as the reaction takes place for the following seven minutes. Thus, as the temperature falls the rate of the reaction slows, and the pseudo rate constant is lower than it should be. This of course leads to a rate constant lower than it should be, and then the activation energy is affected as well. If I were going to change one thing about the lab, I would try and do something to control the temperature as the reaction persisted. Aside from that, there is little room for error outside of obvious blunders. Conclusion A reasonable value for activation energy was calculated from the data collected in this experiment. There were no major mistakes made in the laboratory, and the calculations all went smoothly. This experiment demonstrated that there are creative ways around difficult problems in the laboratory, such as measuring absorption in place of concentration to follow the progress of a reaction. References- Alberty, A. A.; Silbey, R. J. Physical Chemistry, 2nd ed.; Wiley: New York, 1997. Department of Chemistry. (2013, Spring). CHEMISTRY 441G Physical Chemistry Laboratory Manual. Lexington: University of Kentucky

The Wright brothers invent the airplane :: essays research papers

About one hundred years ago the planet earth was a much smaller place. On December 17, 1903 the Wright brothers, Wilbur and Orville, made history when they took off in flight and invented the first airplane. This is how the planet earth began shrinking geographically making it easier and quicker to travel over long distances. Wilbur was the older of the two brothers by four years. Wilbur was born in 1867 on a farm near Millville, Indiana and Orville was born in 1871 near Dayton, Indiana. As youngsters, Wilbur and Orville looked to their mother for mechanical expertise and their father for intellectual challenge. Milton, their father, brought them various souvenirs and trinkets he found during his travels for the church. One such trinket, a toy helicopter-like top, sparked the boys' interest in flying. In school, Wilbur excelled, and would have graduated from high school if his family had not moved during his senior year. A skating accident and his mother's illness and subsequent death kept him from attending college. Orville was an average student, known for his mischievous behavior. He quit school before his senior year to start a printing business. The two brothers were very intellectual and smart, but both did not ever get their high school diplomas. It just goes to show that even two of the best minds in our history didn’t have to go to college or even finish high school to become these great minds. The first time Wilbur and Orville referred to themselves as "The Wright Brothers" was when they started their own printing firm at the ages of 22 and 18. Using a damaged tombstone and buggy parts, they built a press and printed odd jobs as well as their own newspaper. In 1892, the brothers bought bicycles. They began repairing bicycles for friends, then started their own repair business. They opened up a bicycle shop in 1893, and three years later, made their own bicycles called Van Cleves and St. Clairs. While nursing Orville, who was sick with typhoid in 1896, Wilbur read about the death of a famous German glider pilot. The news led him to take an interest in flying. On May 30, 1899, he wrote to the Smithsonian Institution for information on aeronautical research. Within a few months after writing to the Smithsonian, Wilbur had read all that was written about flying. He then defined the elements of a flying machine: wings to provide lift, a power source for propulsio n, and a system of control.

Women Are Better Parents Than Men

Both mothers and fathers contribute to their full extent and provide us with utmost facilities. The try to give their children with best clothes to wear , provide good foods to eat etc , so that their children get proper development. All that parents earn is for their children so that they can have settled life . They provide their children with best possible education so that their children can stand on their own and compete in the world later on . Most of the fathers do jobs so that they best earn for their children and provide their families with a happy life. The fathers usually become the role models for their children . Meanwhile , the mother take full care of their children and teaches them manners of how to live . The both parents are the best teacher for any child . Both parties have their important role as parents , and an ideal child is one that gets the support of both . However , now the question arises that who is better between the two? Whom do the children love the most. The mothers are one those who give birth to a child and suffer the pain during the early nourishment of a child . Most of the working women , when turns into a mother , have to sacrifice jobs , earnings etc . The mothers are more nurturing by birth . Every wife has a dream to become a mother ,so that she can give her love and care that God has gifted to her . It is by-nature that mothers are more loving and close towards their children than fathers . It doesn ‘t mean that fathers are not close to their children , but the feeling that a mother is gifted , cannot be matched by the fathers . Women also stay with their children more than men because men tend to be busy working. Most women are usually at home with their children, This provide children someone to be close to and who understands you. Once a women becomes a mother , she leaves her everything and her main goal is to give the child best care . The best time for a mother is to spend with their children . The mothers are by-nature more emotionally to their children . The mothers do everything for their children without complaining to anyone . Such as she cleans off all the mess of their children and feeds them. Due to psychological perspective, is that children are more important to their mothers than to their fathers. So at the end if you reflect on the facts and how the society think of it always goes to the women side. The children are more into their mother than father because of the treatment, love and care they get from their mother.

Christianity vs Islam - 1485 Words

On the surface, Islam and Christianity appear to have very little in common, however, as you get deeper into areas such as rituals, beliefs, ethics, founders, and sacred objects, the two show strong mutual similarities, particularly in the fundamental areas. In this essay I will compare and contrast the doctrines that make up the worlds largest and most recognized religions, Christianity and Islam. The word Islam means surrender or submission, submission to the will of Allah, the one God. Muslims are those who have submitted themselves. The basic creed of Islam is brief: Both Muslims and Christians are monotheists, believing in the same god, referred to†¦show more content†¦The idea that people could have witnessed these events without having been amazed by them is, quite simply, ludicrous. Other cultures having witnessed this would certainly have offered their own explanations in keeping with their own cultural and religious beliefs. Surely a society existing at the time would have documented this miraculous event. Yet nowhere have such works been found. The Christian Bible is highly contradictory, not just to modern day Christian beliefs, but in and of itself. Todays society is of the belief that all people are created equal, and Christians submit that their god is of the same belief. Modern Christians believe that their god loves everyone, and that they are all equal. However, after Adam and Eve had eaten from the tree forbidden by god, this deity said to Eve I will intensify the pangs of your childbearing; in pain shall you bring forth children. Yet your urge shall be for your husband, and he shall be your master. (Genesis 3:16). This tells us that, according to the Christian religion, women shall naturally be dominated by men. This kind of behavior is not conducive to a being who believes in inherent equality. Women are repeatedly treated as objects and told to be submissive in the Bible. Had there been no sins of mankind, there would be no story of Christ. The nature of sin must then therefore be analyzed. It is accepted by Christians that god created everything. If this is true, then this same god createdShow MoreRelatedChristianity vs. Islam1148 Words   |  5 Pagesoccurred hundreds or even thousands of years earlier† (Hodges 48). So why is this? What makes it so necessary for peoples of a religion to wage war? No answer has been found to date (Hodges 14). God is God. There is no argument between Christianity and Islam as to the existence of a single, omnipotent, omnipresent, and all powerful being. Both religions accept that God is separate from humans and resides in another realm and plane of being called Heaven. All of the messengers from the faiths areRead MoreChristianity vs Islam1093 Words   |  5 PagesIslam vs. Christianity There are varieties of religions in the world. Islam and Christianity has over one billion followers and counting. They both have unique characteristics and quite a few different aspects. This point-by-point research will compare and contrast the founders of the monotheistic religions; Muhammad and Jesus. Both founders show us the way to one God, but each man has different methods of leading people to this understanding. Jesus and Muhammad considered Abraham theirRead MoreChristianity Vs. Foundational Islam1659 Words   |  7 PagesFoundational Christianity vs Foundational Islam Religion has been debated since the creation of Zoroastrianism. The most debated religions are Christianity and Islam. Many people believe that Christianity is a highly pure religion, spreading love and hope to everyone who chooses to follow. Many people also believe horrendous things about Islam, that they are full of hatred and violence. But, neither of those things are true. Religion is what you bring to it and the foundational beliefs of both religionsRead More Christianity vs. Islam Essay839 Words   |  4 PagesChristianity vs. Islam Christianity and Islam are two of the world’s largest religions. The two are different in beliefs but are similar in origin. Like many religions both Islam and Christianity claim to be the one and only true way to God. Although Islam and Christianity differ in major ways, they also share some similarities. Islam teaches that in order to achieve true peace of mind and surety of heart, one must submit to God or â€Å"Allah† and live according to His revealed Law. Being aRead MoreThe Rise of Christianity vs. the Rise of Islam740 Words   |  3 PagesThe Rise of Christianity vs. the Rise of Islam The rise of Christianity and Islam happened during a turbulent time in history, when major civilizations like the Roman Empire and the Persian Empire were in decline due to political infighting, disease, and outside barbarians constantly applying pressure. Christianity was adopted in the heart of the Roman Empire, as a way to continue the influence of Rome, while not being able to control all of Europe militarily. (Rise of Christianity, 2012) ThereforeRead MoreIslam vs. Christianity Essay772 Words   |  4 PagesIslam and Christianity seem to have very little in common; however, the two actually show strong likeness, principally in the central areas. Both Muslims and Christians are monotheists, believing in one God. While both believe in the same God, He is called by two completely different names. He is referred to as Allah by Muslims and God by Christians. Although Islam and Christianity are two different religions, their similarities in beliefs and prayers make them comparable i n many aspects. Read MoreIslam vs. Christianity Essay608 Words   |  3 PagesOn the surface, Islam and Christianity appear to have very little in common, however, as you get deeper into areas such as rituals, beliefs, ethics, founders, and sacred objects, the two show strong mutual similarities, particularly in the fundamental areas, while being totally different. In this essay I will compare and contrast many of the facets that make up the worlds largest and most recognized religions, Christianity and Islam. Read MoreIslam vs. Christianity; compare and contrast two ancient religions2705 Words   |  11 Pagesbetween Islam and Christianity, both religions are significant in todays society, which is reflected in the grand number of followers each has amassed. I. Similarities between Islam and Christianity A. The messenger angel Gabriel B. Message delivered of one God C. Creation and Judgment D. Concept of Forgiveness E. Basic Rules of Guidance 1. Islam: Five Pillars 2. Christianity: Ten Commandments F. Book Religion 1. Islam: Koran 2. Christianity: Bible II. Differences between Islam and ChristianityRead MoreIslam Vs. Christianity Www / Watch? V = Uzgffxpmm1m1489 Words   |  6 Pages Maggie Petersen Mr. Miller English 10 18 May 2016 Islam v. Christianity www.youtube.com/watch?v=UZgFFxPMM1M Since the conception of humanity, a plethora of controversy has arisen over the religious beliefs held by disparate individuals or groups, and whether their ideologies are accurate or not. In the United States, a region infamous for being home to many diverse cultures and religions, disputes regarding religion have emerged everywhere from court cases to schools. People are frequently compelledRead MoreChristianity, Islam, And Judaism1636 Words   |  7 PagesChristianity, Islam, and Judaism All three religions believe and worship the same God but they do it in different ways. Judaism happens to be the oldest religion today but they don’t have an official creed. They aim to teach you about God, the Messiah, human beings, and the universe which makes Jewish beliefs very important to them. But it is important to understand that being Jewish is more of a race and culture than it is a religion. Some Jewish people may have no interest in Judaism. Judaism has

Changing Attitudes Of Aging Our Negative Images Of Old Age

As stated in No-one Expects Me Anywhere, Pamela Gibson states, â€Å"†¦above all we need to rethink our attitudes of aging†¦ our negative images of old age are constantly reinforced through film, television, and newspapers, where representation often resembles caricature (Gibson, 87).† By only accepting and representing one small portion of society, the media is setting up consequences for the rest of society who do not fall under the accepted standards. As a whole, Vogue represents women in a way that takes away from their identity. Fashion magazines like Vogue are supposed to show fashions and cosmetics that can give women a sense of expression and a way for them to truly identify for themselves. More often than not only a woman’s body is displayed, taking away from her ability to be a human being just like everyone else. Fashion and advertising has a way of taking away from a woman’s identity rather than helping her find it. Vogue features some diver sity but is still lacking cultures that make up so much of the world’s population. This magazine hardly features anyone that does not fit into the small box of the white European culture. If other cultures are represented they are not the focal point or the language that surrounds the image contradicts all meaning. The language displayed in this magazine plays just as much as an influential role as the images do. This issue of Vogue reiterated the idea of gender and identity as a performance. All of the models are posing and actingShow MoreRelatedAgeism in America1709 Words   |  7 PagesNational Institute on Aging. He used the word to describe the process of systematic stereotyping of people because they are old. Ageism is a term that is similar to other ‘isms in society, such as racism and sexism. Ageism allows other generations to see older people as different from themselves; thus they subtly cease to identify with their elders as human beings (Butler, 1975). All people, including the young as well as the old, can be discriminated against based on age. Today ageism is moreRead MoreAgeism and the Elderly2651 Words   |  11 PagesAgeism and the Elderly Decrepit, senile, over the hill, old fart or slow driver are often the words you hear when referring to â€Å"the elderly†. In 1969, Robert Butler, the first director of the National Institute on Aging was the first to use the term â€Å"ageism† to describe the stereotyping of people because of their age. The term ageism contains a negative bias or attitude toward the aging. This it a form of discrimination. While there is other ‘isms used in American society; sexism, or racismRead MoreWomen, Ageism, and Poverty in Canada2779 Words   |  12 Pagesfeminism had concentrated on females who were in the reproductive stage of their lives. 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These Big Houses were normally inhabited by Ascendancy families, Anglo-Irish blood, and Anglican faith† (Mortimer 209). In The Big House in Ireland, Seà ¡n O’Faolà ¡in’s statement towards the Ascendancy sums up the attitude of this society â€Å"Ireland was their country, Ireland was never their nation†¦they wereRead MoreAgeism in Healthcare6728 Words   |  27 Pagesï » ¿ Age Related Healthcare Discrimination (Ageism) in Healthcare Student Name Professor Name DHA-865 July 14, 2013 Age Related Healthcare Discrimination (Ageism) in Healthcare While the â€Å"Greatest Generation† is a title often given to those Americans who lived and died during the era of the Great Depression and World War II, their offspring, the â€Å"Baby Boom† generation, significantly shaped and improved the American landscape as well if for no greater reason than

Healthcare And Health Care Policies - 1627 Words

I have learned a plethora of critical and important information regarding healthcare and health care policies in the United States and in the world while I took UC 105 and 106 as part of the Health Sciences Scholars Program. One of the topics that stuck out to me the most during the lecture was the topic of constrained choice. For me, this topic really resonated with me since I understood some of the constrained choices and decisions that many Americans have to go through on a daily basis. I also saw the inequalities and disparities that caused the constrained choices which is based on a person’s socioeconomic status, availability of resources, the environment of where a person lives, and the social health policies and laws created by the†¦show more content†¦This has a ripple effect on the other aspects of life for people with constrained choices. Since my family did not have much money, the availability of the type of food and resource we can afford diminished. We h ad fast food and takes out more often since it was relatively cheaper and less time consuming compared to going out to buy groceries and taking the time to cook our meals in our busy lives. Also, my mother works long hours every week. She worked almost seventy hours a week to provide for our family. This has a negative effect on her body and health overall. For this, she has developed really high blood pressure, and she developed hyperthyroidism. She was sent to the the emergency room multiple times without any secure form of health insurance which further strained the choices she could make with the money and resources available to her and to our family. Our situation is an example of how many Americans have to make certain choices based on the available options even though the options are not ideal. Living through these experiences, the constrained choice have created health disparities for many lower income families. 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McDonald Has a Different Political & Legal Role in Every Country

Question: Why McDonald Has A Different Political Legal Role In Every Country? Answer: Introduction McDonalds Corporation is one of the fastest growing food chain restaurants in the world serving more than 47 million people worldwide. They are currently serving to the customers through their worldwide restaurant chain. They have includes various fast food and soft drinks in their menu. Many of the McDonalds restaurants provide with a playground for the children. They are using effective marketing strategies by gearing advertisement campaigns. McDonalds is based on the concept of franchising. They are working by gaining royalties and franchisees and sales through company operated restaurants. The company is known worldwide for the effective sales and marketing strategies (Our Ambition, 2017). Company background The company began its business in the year 1940. The restaurant chain was originally opened by brothers Dickand Mac McDonald in Bernardino, California. They were the pioneers of speed service system in the year 1948 by establishing the principles in the modern fast food chain. With the expansion of the company, they have incorporated a different business model. They are symbol of globalization with a maximum outreach (Maccas Story, 2017). Mission and vision statement The purpose of the brand is to sell good quality products. For achieving the goals the brand is using positive force for their customers, society and the world. The overall purpose of McDonalds is to promote choices. This is done by serving good food. They promote real ingredients, promotes good choice and transparency. Sustainability is the primary purpose of the brand. This is to acknowledge the overall growing need of food with a good taste (Farfan, 2016.). Mc Donalds creates opportunities for the society by encouraging people. They are offering job opportunity to the diverse workforce. This has facilitated in efficient growth structure in the market. They are also rewarding the workers who are working in the goodwill of the company (Talpau and Boscor, 2011). It is through their extra ordinary strategies that the company is able to make a concrete difference to the society. Brand values The brand values to provide good quality services to customers. They work in a clean environment where customers are able to enjoy their meal. They are providing good quality food to the customers. This has allowed them to enjoy their meal (Han, 2009). Macro environmental analysis The macro environmental analysis helps in analyzing the external factors that allow an individual to understand the brand relationship with the external market. In a highly competitive economy it is relevant for the brand to understand the need of an effective business strategy. All these strategies will allow the brand to make a remarkable difference in the global platform. PESTLE Analysis Political factors The international operation of McDonalds is influenced by the political operation in the country. The policies in the country are the major factor that influences the working of the organization. For instance there is certain health care organization taking strict action against the fast food chains. The company works under a controlled mechanism regulated by effective policies and procedure, the specific market in McDonalds focus on the different policies and procedure as made by the local government. Every country does have a different political legal system. Under such a different environment it has become important for the brand to understand the needs. McDonalds is able to serve to different customers in the different environment. This is due to the ethical practices by the organization that they are able to recognize different market share. There is certain level of tax obligation that they have to follow in order to gain a secured marketing position (Deng, 2009). Economic factors These are one of the important fact in the food industry are the economic factors. These fast food chains are not excluded from the dispute. They do have individual concern related with the economic factors, the branches of McDonalds located at different corner in the world are governed by the local economy. The menu at McDonalds is priced according to the local economy and their purchasing power. McDonalds has o face hardship in case if the economy is undergoing any hardship. These are causing the revenue of the company in a long run. Regarding the raw food material, McDonalds is importing it from other countries. The change in the exchange rate is one of the factors that are influencing overall sales of the company. They do have to consider the market standing of the product in order to make a considerable difference. The purchasing power of the economy is the key influential factors that are considered to keep a check over the prices the franchisee located in the different countri es need to make effective measures to earn economy of scale (Dobni, 2010). Social and cultural factors The social and the cultural factors professed by different economies are the key factors that influence the company. In order to gain market standing the brand need to work proficiently. The company is working efficiently as per the local working model. It is important for the company to adopt the local working model to attain economies. This is important for achieving sustainable growth. They have launched sensible valued programs that help the brand in earning economies. It is necessary that the brand understand the local culture. McDonalds has established an effective chain that allows them to understand the different market needs. The company is using the concept of consumer behavior in order to understand the needs of the customers, it is considered as one of the key influential factor for the growth of the company these business strategies allow them to attain market efficiencies by developing a concrete business model (Thompson, Peteraf, Gamble, Strickland and Jain, 2013). Technological factors The company is using effective advertising to attract the consumers. The important part of company business strategy is to use media as a communicator. The company is using internet to attract customers from different age group. They are using animated depiction that is very well used in their advertisement campaign. The operations of McDonalds are operated by the efficient technology. The different elements in the organization are controlled by the technology. McDonalds is a live example of integration of technology on day-to-day function. This has helped the brand in gaining an effective value chain (Mujtaba and Patel, 2011). Legal factors These are the important factors that are been regulating the food industry largely. McDonalds uses an effective corporate social responsibility model. This model allows them to gain market competency. The reputation of the brand is developed due to the key marketing strategies as developed by the brand. The company has provided relevant data to the customers that have helped them in gaining a sustainable market place. They are following the local rules as made by the governing authority. Other legal concepts like tax obligation. Employment standards are effectively followed by the company (Stonehouse, Campbell, Hamill and Purdie, 2009). Environmental factors The social responsibility is effectively used by the company is important for the company. The company is using effective environmental strategies that will allow the brand to make a sustainable difference. The environmental needs are used efficiently to make a difference to the society. The company is using sustainability model to achieve competency in the field of environment sustainability (Yuece, 2012). Business strategy The business model of McDonalds is based on the market development strategy. For the purpose the brand is expanding into the growing market in Asian countries. The penetration in the Asian countries has allowed the brand to gain high potential. McDonalds has gained success in the market of Seoul, Beijing, India and UAE due to its effective business strategy model. There are other regions in the Asian market that promise high sales. This creative food chain can gain effective market growth through their market strategies. These creative market strategies allow the brand to gain enough of market space (Corporate Strategy, 2017). Franchising The processor global expansion is carried through the effective franchising policies. The successful franchising policies allow the brand to make a remarkable difference. More than 80 percent of the restaurants are operated in the basis of the franchising system (Corporate Strategy, 2017). Adaptation strategy The best part about McDonalds is the adaptation strategy. The company is following the business strategy as per the local market. The menu is been structured as per the local market needs. For instance the food menu in Australia will be different from the food many in India. The company has gained a sustainable share in the market through effective adaptive strategy. For the purpose they understand the local culture and food taste. This allows them to gain sustainable objectives. It is difficult for the brand to gain competency. It is necessary for brand to maintain uniformity by managing the quality of food. This allows the brand to gain the market advantage (Gillis and Combs, 2009). Value for money and customer services The company is known for providing value for money goods to the customers. The products used by the brand are cost efficient. They main motive of the brand is to provide high quality products to the customers located at the different corner of the world. The customer services are focused on providing high quality services to the customers... the increasing demand of the complex food will allow the brand to create experience for the customers. Recommendations to the CEO The brand should use a service differentiation. They need to focus on the differentiation strategy in order to create a sustainable market place. This will create a sense of superior quality services. The service differentiation strategy offers superior services at each level. It is recommended to the CEO t create personal differentiation strategy. It is necessary to create a well trained staff. They need to make an investment in the personalized training structure, this will let brand to understand the customers perspective in an easy way. They should adopt an integrated promotional mix model. This model looks for a balance between the traditional and modern media channel. This has helped the brand in defining an easy structure at work. The digital media need to be used efficiently to gain economy of scale. They should offer additional products to the customers. This will allow the brand to provide convenience. They need to make an investment in the menu. This will allow the brand to attract customers (Recommendations, 2017). Conclusion To conclude the report includes the effective band strategy at McDonalds. The brand is known across the world for the effective brand strategy. It includes the eternal marketing strategies and provides recommendations in an effective way. The report suggests different measures that can be utilize by the brand in order to create competitive ability. It has to realize the competencies that are required to generate desirable market capacity. References Corporate Strategy, 2017. Online. Available at: https://mcdonalds600.weebly.com/corporate--business-strategy.html Accessed on: 16 May 2017 Deng, T., 2009. McDonald's New Communication Strategy on Changing Attitudes and Lifestyle.International Journal of Marketing Studies,1(1), p.37. Dobni, C.B., 2010. Achieving synergy between strategy and innovation: The key to value creation.International journal of business science and applied management,5(1), pp.48-58. Farfan, B. 2016. McDonald's Vision and Values in Mission StatementOnline. Available at: https://www.thebalance.com/mcdonalds-mission-statement-2891825 Accessed on: 16 May 2017 Gillis, W.E. and Combs, J.G., 2009. Franchisor strategy and firm performance: Making the most of strategic resource investments.Business Horizons,52(6), pp.553-561. Han, J., 2009. The business strategy of Mcdonalds.International Journal of Business and Management,3(11), p.72. Maccas Story, 2017. Online. Available at: https://mcdonalds.com.au/about-maccas/maccas-story Accessed on: 16 May 2017 Mujtaba, B.G. and Patel, B., 2011. McDonalds Success Strategy And Global Expansion Through Customer And Brand Loyalty.Journal of Business Case Studies (JBCS),3(3), pp.55-66. Our Ambition , 2017. Online. Available at: https://corporate.mcdonalds.com/mcd/our_company/our-ambition.html Accessed on: 16 May 2017 Recommendations, , 2017. Online. Available at: https://mcdonalds600.weebly.com/recommendations.html Accessed on: 16 May 2017 Stonehouse, G., Campbell, D., Hamill, J. and Purdie, T., 2009.Global and transnational business: strategy and management. John Wiley Sons. Talpau, A. and Boscor, D., 2011. lletin of the Transilvania University of Brasov. Economic Sciences. Series V,4(1), p.51. Thompson, A., Peteraf, M., Gamble, J., Strickland III, A.J. and Jain, A.K., 2013.Crafting Executing Strategy 19/e: The Quest for Competitive Advantage: Concepts and Cases. McGraw-Hill Education. Yuece, I., 2012.SWOT Analysis of McDonald's and Derivation of Appropriate Strategies. GRIN Verlag.