McDonalds Business Analysis

'In the 1990s managers will be judged on their ability to identify, cultivate, and exploit the core competencies that make growth possible - indeed, they'll have to rethink the concept of the corporation it self.'

C K Prahalad and G Hamel 1990

SONIC BOOM EFFECT

Organizations do not exist in vacuum. They operate within a competitive industrial environment. Analyzing its competitors not only enables an organization to identify its own strengths and weaknesses but also help to identify opportunities for and threats to the organization from its industrial environment. SWOT analysis is a systematic analysis of these factors and the strategy that reflects the best match between them.

Let us analyze these principals in relation to the core competence of McDonalds, one of the largest food chain companies in the world. Let us first start with the strengths and the positive aspects which define the performance of this company. How can we define the company's strengths? Strength is a distinctive competence that gives the firm a comparative advantage in the market place. For instance financial resources, image, market leadership and buyer supplier relations etc
McDonalds is the no: 1 fast food chain stores with a 40 million customers visiting it per day. It has over 30,000 branches in 120 countries. It derives 80% of its revenues from eight countries like Canada, Brazil, Germany, France, Japan, UK, Australia and US. The greatest strength was creating an image in the minds of the people and introducing them to the fast food culture. Delivery speed, customer care and cleanliness are the core strengths on which these stores expanded. They created a corporate symbol and their advertisement campaigns were highly successful in establishing the brand image and logo in the minds of the millions. Two main competitors generally identified with McDonalds are the Burger King and the KFC. McDonalds marketing strategy is concerned with the internal resources, external environment and its basic competencies along with its share holders.

McDonald's product value is also its greatest strengths. Customers know what to expect when they walk into a McDonalds store. It gives great emphasis to human resources by satisfying both the customer and the employees. Next is the innovation aspect wherein new products line up to catch up with the new trends and tastes of the people. Its diversity into other new business ventures can also be considered as its strengths.

How effective are these strengths to the company in the long run? McDonalds today is not that amendable as it was during its inception. What are the driving factors which results in its present decline in terms of sales and services? To analyze this factor we have to look at the weaknesses part of the companies business and marketing strategy. What can generally be termed as a weakness of a company? The same factors which were considered as strengths also become a weakness if it impedes the overall performance of the company.

Customer trends change and so does their choices. People are generally tired of the same brands that they had been using over the years, so when they do not see the expected innovation they migrate to new brands. Moreover people see McDonalds every where and this over exposure might also be a reason for abstinence. Moreover maintaining the standards of such a huge chain becomes feasible and when there is lack of quality service in one store it effects the whole brand.

The secret of any marketing strategy is to reach the target audience. And here again the target audience should be chosen carefully. In the case of McDonalds as projected in its ads, the targeted audiences were the kids. Demographics and customer financial and psychological aspects define a business concerns success. Health conscious women and senior citizen comprise the major population but kids soon grow out to become adults. Recent law suits and documentaries resulted in the companies recent innovation and a major change related to health related product ranges and this switch over as per the needs of today's trend and needs has increased the lost popularity of McDonalds a bit.
All the above factors point out the external strengths and weaknesses. There are also internal factors which affect the performance and overall benefits the company stands to enjoy. Kids based marketing strategy which was earlier a weakness has changed since 2003. Now more teenagers and adults rule the McDonalds ad world. The research and develop which lacked earlier is also looked into and the brand quality is being defined with various research and development options today. McDonald at one stage started concentrating on expansion and growing big that it missed out on key factors like quality maintenance and R&D.

One major threat to any brand is its relationship between the management and the franchise dealers. Organization strength is the back bone of any concern and when that starts shaking the whole system will collapse. But slowing McDonald is recovering from all these weaknesses as its brand managers can easily communicate, compare and improve their services through the latest technological developments wherein they can use the internet to motivate, compare and improve upon other centers performances.

The overall analysis of all the external and internal strengths and weaknesses on this company should be linked in order to draft a sustainable plan for the companies' further improvement. For any improvement or expansion the internal resources must be readily available. And thus analyzing this aspect can lead to a modified strategy to suit its vision. Keeping in mind the available resources the planner should think globally. Hence making use of all the core competencies the firm can definitely sustain in the competitive market.

The change in the top managerial level has creating a new wave in its performance and major changes have been implemented to retain and sustain the brand quality and innovation. As the new CEO rightly quotes,

"The world has changed. Our customers have changed. We have to change too."
James R. Cantaloupe, Chairman and CEO, McDonald's, 2003

Now let us analyze the sustainable competitive advantage of the company. What is sustainable competitive advantage? How can it be related to McDonalds? SCA is the advantage a company has which is difficult or impossible for other companies to possess or break through. It can either be the brand, dynamic customer care, cost structure or its patent. Whatever the advantage in order to be considered as sustainable it should either be proprietary or distinctive. Other than this three different aspects that help in SCA are,

o The managerial and organizational process should share a good integration and coordination. The much needed 'value' is created thereby as everyone strives to work for a common goal. The organization should learn and bring about changes according to the need of the hour and should always be flexible to changes in the environment such as customer trends, legal or government restriction and developments in the technology. McDonalds is presently concentrating on this advantage by concentrating on organizational behavior and managerial expertise. Previously this advantage was ignored as the organization was more into expansion of its outlets over the globe than strengthening its core advantage. As the result the revenue did not see much of a change while newer outlets were open. The company suffered a massive loss first time since their inceptions which further lead to the change in the managerial heads.

o Technological, structural and financial assets of a company are excellent market position which helps in the SCA. McDonalds no doubt is abundant with such aspects like structure, technology and finance. To identify and implement these assets in the proper direction towards the improvement of the company is all that is needed. After 2003 the company has really started to concentrate on its greatest advantages.

o Most of all the greatest advantage is the vision or the dream with which the company was started. Sustaining this dream over the years is any companies' greatest advantage. A brand usually revolves around this vision sustaining this vision and working in lieu with it is a great SCA. McDonalds was started out to help people who had very little time to cook or was too busy to get into a proper restaurant. The vision was to provide quick service, cheap products and quality satisfaction. Keeping this vision in mind the company which slackened a bit because of incompetent franchise holders is being weeded and new and better people are put in this place as the torch bearers of the company sustaining and living the vision.

To sum it all up SCA means implementing the best value based strategy using all the advantages which are unique to the company and that which cannot be copied or replicated by other competitors. The importance of this SCA can be evident by the reply the great investment guru Warren Buffet gave when asked about how he evaluates his investment portfolio. He simply answered 'sustainable competitive advantage'. Hence based on the dynamic integrated and intelligent human resources can always be the only dependable and sustainable SCA.
Outsourcing boom or doom in today's business environment

Today everything is outsourced from employee appointment to finance and customer care. No organization is best enough to handle all kinds of work. Moreover concentrating on every detail is not possible with a big concern especially like McDonalds. But great care should be taken not to outsource the core competences of the company. General advantages of outsourcing are cheap service, knowledge of markets offshore, flexible resources, speedy operations, expansion in supplier relationship etc. most of all the company can concentrate on its core competencies and outsource rest of its operation. Recently McDonald has tested its drive through order facility. Wherein it makes sure that the order placed with the outlet is accurate. The order taken by the outsourced company is reverted back to the home restaurant. These call center has a digital camera which clicks the vehicle you drive through and the delivery man back home can integrate the order and the person who placed it using the image of the car. Outsourcing thus helps in the increase of the external suppliers and fills up the difficulties faced because of the lack of the latest technologies and other innovations.

What started of as a success story with McDonalds had to face a number of risks, competitions and major set backs. What makes it still strong and ranked among the top business concerns is its core competences and the sustainable competitive advantages both internal and external. Of course keeping up with the changing times the company has also set foot in outsourcing but the point to keep in mind here is not to be driven away by this outsourcing mania. This company has started to revert back to its golden glory recently because of large scale revamping of its organizational and structural changes being implemented.

Conclusion:

No particular competitive strategy is guaranteed to achieve success at all times. Risk attitudes can change and vary by industry volatility and environmental uncertainty and several internal conditions also might be involved. Thus the "four P's" of marketing (product, price, place and promotion) provide a good starting point for consideration of the requirements of strategy implementation in the marketing function. The mix of these marketing elements should be appropriate and the plans for each of the elements should also be appropriate.

The marketing function is consumer oriented and hence marketing decisions are based on the careful identification of consumer needs and on the design of marketing strategies to meet those needs. The distribution system brings the product or service to the place where in can best fill customer needs. Access to distribution can mean all the differences between success and failure for a new product. Because many products require support from distribution channels in the form of prompt service, rapid order processing etc the choice of distributors, wholesalers and jobbers is extremely important.

Promotion is more than advertising. The location, size and nature of markets which the business strategy defines will guide promotion mix decisions and should indicate the content of promotional material as well. Pricing is a complex issue because it is related to cost, volume, trade offs etc and because it is frequently used as a competitive weapon. Pricing policy changes are likely to provoke competitor response. Using price to jockey for position can lead to price wars, which usually hurt all participants.

Marketing has received increasingly greater attention in the competitive business since the early modern era. The old concept of marketing focused on the firms existing products and considered marketing to consist of selling and promotion to maximize sales at a profit. The new concept however focuses on the firms existing potential customers and seeks to earn profit through customer satisfaction with an integrated marketing program.

McDonalds Business Analysis

Video Streaming: Three Methods - One Choice

If you've visited websites with video streaming you will likely find there are three separate means of accessing the video presentation. These three methods rely on separate technologies to accomplish a similar goal, but each method has a slightly different effect on your prospect.

1) Progressive Download

SONIC BOOM EFFECT

This method provides a combination of methods to present your video stream. It downloads the video file, but can begin to play the video before it is fully downloaded. This method cannot be considered a true stream in that a true stream does not require a download to your hard drive - even if that download is to a temporary internet file. The end user is generally satisfied with the viewing speed.

2) Download

This method is the least expensive method, but requires the end user to completely download a video file to their hard drive. Once it is downloaded they can view it and may have less difficulty in viewing the material repeatedly. However, many consumers lack the patience needed to wait for a download, especially if the video presentation is lengthy.

3) Streaming

In this scenario the end user may be able to watch your video almost as soon as they click the 'download' button. Depending on the speed of the computer in use the consumer may see very few interruptions in presentation. This is the most expensive form of video streaming simply because there is 'no waiting'. Consumers are generally most satisfied with this option.

As consumers become pulled in numerous directions simply because of the hectic pace of life the thought of having to wait for a download may move them away from a video presentation - no matter how good the end result might be.

Many netrepreneurs may gravitate towards providing a Progressive Download because the cost is reduced while the viewing speed is enhanced.

You will need to add marketing funds to cover the cost of any stream. Some estimates are roughly fifty cents a stream download. Essentially this means you need to provide material worth downloading and has the potential to assist you in reaching your marketing objectives.

There are sites where you can upload a video or audio presentation and it is downloadable at no cost to visitors. There are often provisions that likely include directing your visitor off site, placing ads on the site page where the video download can be viewed and last but not least a provision to have the video removed if there is no activity within a certain number of days. This option may be worth investigating, but you have to carefully examine whether is matches your marketing goals or weakens them.

Video Streaming: Three Methods - One Choice

Top 100 Rap Songs Of All-Time

Popular top rap songs have revolutionized music sending messages with unique beats. The top 100 rap songs are still enjoyed to this day by many.

Listing the top 100 rap songs throughout history:

SONIC BOOM EFFECT

100) Biz Markie: "Just A Friend"
99) Lil Jon & The East Side Boyz: "Get Low"
98) Warren G ft. Nate Dogg: "Regulate"
97) Eve: "Who's that Girl"
96) DJ Jazzy Jeff and the Fresh Prince: "Parents Just Don't Understand"
95) L'Trimm: "Cars With The Boom"
94) Master P: "Make 'Em Say Ugh"
93) N.E.R.D.: "Lapdance"
92) Yo-Yo: "Can't Play with my Yo-Yo"
91) Chamillionaire: "Ridin'"
90) Pete Rock & CL Smooth: "They Reminisce Over You (T.R.O.Y) "
89) Cam'ron: "Oh Boy"
88) Jungle Brothers: "What U Waitin' 43
87) Wyclef Jean: "We Tryin' to Stay Alive"
86) Heavy D. and the Boyz: "Now That We Found Love"
85) Black Star: "Definition"
84) UTFO: "Roxanne Roxanne"
83) 2 Live Crew: "Me So Horny"
82) Chubb Rock: "Treat 'Em Right"
81) PM Dawn: "Set Adrift On Memory Bliss"
80) Three 6 Mafia: "Hard Out Here For A Pimp"
79) DMX: "Ruff Ryders' Anthem (Stop Drop) "
78) Arrested Development: "Tennessee"
77) Cold Crush Brothers: "Cold Crush Bros. at the Dixie"
76) Big Punisher: "Still Not A Player"
75) Lil' Kim: "Crush on You"
74) EPMD: "You Gots To Chill"
73) Black Sheep: "The Choice Is Yours"
72) J.J. Fad: "Supersonic"
71) Whodini: "Freaks Come Out at Night"
70) 3(rd) Bass: "Pop Goes the Weasel"
69) Common: "I Used to Love H.E.R."
68) T.I.: "What You Know"
67) Mase: "Feel So Good"
66) House Of Pain: "Jump Around"
65) Spoonie Gee and The Treacherous Three: "Love Rap"
64) The Roots: "What they Do"
63) Kid 'n Play: "Rollin' With Kid N Play"
62) Digable Planets: "Rebirth of Slick"
61) Slick Rick: "Children's Story"
60) L.L. Cool J: "I Need Love"
59) Ol' Dirty Bastard: "Shimmy Shimmy Ya"
58) Ludacris ft. Shawna: "What's Your Fantasy"
57) Big Daddy Kane: "I Get the Job Done"
56) Busta Rhymes: "Woo-Ha! Got You All In Check"
55) Terror Squad ft/ Fat Joe and Remy: "Lean Back"
54) MC Lyte: "Cha Cha Cha"
53) Lox: "Money, Power, Respect"
52) Foxy Brown: "I'll Be"
51) Doug E. Fresh & the Get Fresh Crew: "The Show"
50) Lil' Wayne: "Tha Block Is Hot"
49) Boogie Down Productions: "My Philosophy"
48) Nas: "One Love"
47) Young MC: "Bust A Move"
46) De La Soul: "Me, Myself, And I"
45) Geto Boys: "Mind Playing Tricks On Me"
44) Method Man: "I'll Be There For You/You're All I Need to Get By"
43) Game, The ft. 50 Cent: "Hate It or Love It"
42) Roxanne Shante: "Roxanne's Revenge"
41) Funky 4 + 1 - "That's the Joint"
40) Run-DMC: "It's Like That"
39) Tone-Loc: "Wild Thing"
38) Coolio: "Gangsta's Paradise"
37) Rob Base & DJ E-Z Rock: "It Takes Two"
36) Nelly: "Hot In Herre"
35) Queen Latifah: "Ladies First"
34) Cypress Hill: "Insane In The Brain"
33) Bone Thugs-N-Harmony: "Tha Crossroads"
32) Puff Daddy & The Family: "It's All About The Benjamins"
31) Kool Moe Dee: "How Ya Like Me Now"
30) Tribe Called Quest: "Check the Rhime"
29) Digital Underground: "The Humpty Dance"
28) Ice Cube: "It Was A Good Day"
27) Beastie Boys: "Hold it Now, Hit it"
26) MC Hammer: "U Can't Touch This"
25) Fugees: "Killing Me Softly"
24) Eric B and Rakim: "Paid in Full"
23) Outkast: "B.O.B."
22) Naughty By Nature: "OPP"
21) Afrika Bambaataa & Soul Sonic Force: "Planet Rock"
20) Kanye West: "Gold Digger"
19) Ice T: "Colors"
18) 50 Cent: "In Da Club"
17) Sir Mix-A-Lot: "Baby Got Back"
16) Missy Elliott: "Get Ur Freak On"
15) Eminem: "Stan"
14) Tupac: "I Get Around"
13) Wu-Tang Clan: "C.R.E.A.M."
12) L.L. Cool J: "I Can't Live Without My Radio"
11) Jay-Z: "Hard Knock Life"
10) Kurtis Blow: "The Breaks"
9) Salt-N-Pepa: "Push It"
8) Snoop Doggy Dogg: "Gin and Juice"
7) Notorious B.I.G.: "Juicy"
6) N.W.A.: "Straight Outta Compton"
5) Grandmaster Flash & the Furious Five: "The Message"
4) Run-DMC: "Walk This Way"
3) Dr. Dre; "Nuthin But A 'G' Thang"
2) Sugarhill Gang: "Rapper's Delight"
1) Public Enemy: "Fight The Power"

The 1st song sent a strong message about racism that attracted listeners; some lyrics may have caused controversy. Many fans believe that Rapper's Delight is a song that is "true" and classic. The 3rd song on the list is an old school rap song that many fans believe sets a high standard for rap artists trying to be successful; there's just no match. The 4th top song successfully merged 2 of the most popular genres: rock and rap. The 5th of top rap songs is another classic that just doesn't compare. This list sets high standards for emerging rap artists.

Top 100 Rap Songs Of All-Time

Dealing With Bothersome Noises

The other day, I called my daughter-in-love (some say daughter-in-law), Stacey on the telephone to see if I could take my granddaughter, Tessa, for a swim. Stacey said that I could and I was looking forward to taking her.

When I arrived at Stacey's, she was just returning from a walk with Tessa, and I remembered when my husband and I had babysat Tessa a few days before that she was returning from a walk. There had been a group of teenagers on skateboards making a lot of noise until at least 10 PM. The grinding of the skateboard wheels on the street seemed quite harsh. The noise had been so much for Stacey that she was going on lots of walks to get away from it.

SONIC BOOM EFFECT

So we sat out in front of Stacey's and had a chat. I told Stacey about some of the wonderful healing results I'd been having using EFT, and asked how she was doing. Stacey told me that she was really having a hard time with the skaters across the street, part of the family that had moved in five months ago. Their teenagers were into skateboarding. She was so upset about the noise that she pointed to a real estate magazine and said that they were thinking about finding another home. She also mentioned that the new owner was a lawyer.

I asked her if she would like to do EFT to see if we could help with how upset she felt. She asked, "What about Tessa? You came to have fun with Tessa." I said that if Tessa's mom felt better, I would also be giving a gift to Tessa. Stacey agreed to give it a try. I'll do my best to remember how we did the EFT because I didn't take any notes. Sometimes Tessa copied us by tapping on herself (very cute).

The main feeling that Stacey came up with was frustration. She said that her frustration was a level of intensity of 10 out of 10. Some of the set-up phrases we used were:

*Even though I feel so frustrated that those kids skate for hours and hours on end...

*Even though I feel frustrated and upset because I feel helpless about them skating all of the time...

*Even though I feel frustrated and helpless about the kids making noise...

*Even though I feel frustrated that my new neighbor is a lawyer and he doesn't seem to be reasonable...

This was not a quick fix. Her level of intensity stayed high. We went for a ride in the "way-back machine" and found a time when she felt really frustrated and humiliated in high school and tapped on that. It brought her level of intensity down a little, though she reported that is was still a 9 out of 10.

Then I remembered to ask her how she knew that her level of intensity was a still a 9 out of 10 and she said that she still felt very frustrated. I asked if she could feel it in her body. She said that she could, though the heaviness she'd talked about had moved from her chest. The pain had started to move, and so we followed it. I am so glad I remembered to ask that important question.

I then taught her that since the heaviness was no longer in her chest it meant that she had healed one issue, and that it was time to move on to the next. Stacey reported a tightness in her stomach. I asked, "If your stomach could speak, what would it say?"

She contemplated for a few seconds with her eyes closed, and then almost shouted, "Stop the noise!" Her level of intensity fell to 7 out of 10. Then I talked vividly about the sound of the skateboards grinding on the street late at night, and brought it up to 10 out of 10. Just thinking about the sound of the skateboard wheels had touched a raw nerve.

Another feeling that Stacey recognized was how helpless and angry she felt with the situation. She loved coming home from work to the quietness of her home. This was the way she recharged her batteries - being at home where it is quiet (she teaches high school during the day). Some of the setup phrases we came up with included:

*Even though I feel really angry that the kids across the street don't care for anybody except for themselves...

*Even though I feel angry that the skaters woke me up, and that they didn't even seem to care about anybody but themselves...

*Even though I feel pissed off that those "little immature kids" (this brought out a laugh) those "little brats" are totally unaware that they are keeping me up... and I forgive myself, and I forgive those little brats for being so immature.

We tapped on how helpless she felt. Even though she had been writing letters and joining together with members of her neighborhood, she felt that because the guy across the street was a lawyer they weren't going to be very successful. We tapped on her fear of having to sell her home that she loves so much. We tapped on her losing her home.

We also tapped that when she would hear the noise of the skateboard wheels she could turn the internal volume down so it wouldn't bother her in the same way that it had in the last five months. Also, we tapped on her being able to stay centered even when the noise that grated on her nerves was there - that she could go to that peaceful place inside of herself that no one could touch - that no matter what was going on she could be at her center of peace.

We were able to get her level of intensity down to 5 out of 10. I asked how she knew it was 5, and she said that while she still felt it in her mind, the tightness in her stomach had disappeared. About an hour and a half had flown by since we started. She told me that, just like her husband (my son) I was very persistent. With a smile, I asked her "Where do you think he got it from?"

I called her the next day. She thanked me profusely. She felt as though she could finally eat because her stomach was relaxed and the tightness that had been there for months was gone. A few days later she added that the lawyer had sent a conciliatory letter, and that a workable compromise was finally within reach. Stacey's relief was palpable.

Dealing With Bothersome Noises

Learn to Apply Make Up With Airbrush Technique

Women are one of the most beautiful art forms on this planet. They are always concerned that they don't look just right or that the flaws they see are obvious to all. This being the case the cosmetic industry has been in a state of boom for over a hundred years.

Cosmetic application is an art form all its own. It takes practice to blend products to each woman's face in such a way to best accent her own features and hide anything that may seem imperfect to her. Even if you just want to cover shoulder tan lines for a smoother strapless dress line it is now possible. Make-up artists are in high demand for these reasons.

SONIC BOOM EFFECT

Airbrush artistry is one of the newer ways to access your features. Not only does it go on more evenly and with less product being used but it also doesn't clog pores or seep into the skin. The make up used is non toxic, antiageing and suitable for diabetics as well. It doesn't collect in the natural folds of your skin so it will wear evenly for up to 10 hours without a touch up.

Classes are offered to teach this art form. They will teach you how to blend foundation, blush and even eye color. Airbrush make up classes will give you an edge in the industry. Learning how to use the natural beauty of each person's skin will put you ahead of the game wherever you choose to use these skills. Sign up soon and put yourself on the right side of the industry of national beauty.

Learn to Apply Make Up With Airbrush Technique

Plasma Life Forms - Aliens From a Parallel Earth

The Basic Plasma Metaphysics Theory in 3+1 Dimensions

According to dark plasma theory, the physical-dense Earth is gravitationally coupled to a counterpart dark matter Earth composed of low density plasma. This "sister" Earth was co-accreted with the physical-dense Earth about 4.6 billion years ago from dark matter components in the embryonic Solar System. Plasma life forms evolved on this counterpart Earth, just like it did on the visible planet. These life forms were as varied in scale, structure and intelligence as carbon-based life forms - as different as a microbe from a whale; a mosquito from a tiger; a giraffe from a crocodile; an ant from a human being. Their degrees of intelligence and awareness were as different as a centipede's awareness to the awareness and intelligence of homo sapiens. Homo sapiens evolved carbon-based bodies that formed symbiotic relationships with some of these plasma life forms (indicating a type of symbio-genesis). Some of these plasma life forms have interacted with us in the past (intentionally or unintentionally).

SONIC BOOM EFFECT

The entities that we have identified as ghosts, angels, demons, deities (for example the Marian apparitions in the atmosphere), aliens (associated with UFO sightings in the atmosphere), fairies, sightings of the recently deceased (on the surface of the Earth) and balls of light which appear to go through physical barriers (without contracting) are all plasma life forms from this counterpart Earth.

Properties of Bioplasma Bodies

Plasma life forms have bioplasma bodies. These are electromagnetic bodies which generate electromagnetic fields and radiate electromagnetic waves. Embedded in these bioplasma bodies are "plasma antennae" which can tune-in and receive electromagnetic waves generated by other bioplasma bodies. (Plasma antennae are actually being used today in scientific laboratories.) According to dark plasma theory, the bodies of plasma life forms that we encounter are molded by our expectations which radiate out from our own bioplasma bodies in the form of electromagnetic waves and are received by them through their embedded antennae. The nearer they come to you the better they are able to tune-in to the thought waves (i.e. electromagnetic waves which are modulated by your thoughts) you are radiating out from your bioplasma body. For example, in the Marian apparitions at Fatima (Portugal), the children saw a ball of light which resolved into a man-like angel as it got nearer to the children.

Psychokinetic effects have a much greater effect on bioplasma bodies compared to the physical-dense body. The reason for this is that the total rest mass of a bioplasma body is very much lower than the physical-dense body. The extremely low rest mass can also give bioplasma bodies a more pronounced macro-quantum effect (compared to macroscopic objects in our universe) due to the de Broglie relationship.

According to dark plasma theory, (dark matter) bioplasma bodies are composed of a complex plasma of non-standard particles. Non-standard particles are particles that are outside the physicists' Standard Model and which are included in dark matter - matter which is six times more prevalent in the known universe than ordinary matter.

Bioplasma bodies composed of non-standard particles glow in the dark, radiate heat, light and other electromagnetic waves that can be measured by our scientific instruments like radar or even infra-red cameras when ordinary matter condenses around them. They also possess other properties associated with these types of bodies. The general characteristics of plasma life forms include the following:

- They emit light (not simply reflect them)
- They are thermochromic (i.e. they change colors at different temperatures)
- They generate colorful auras and halos as high energy particles collide with them.
- They are able to change their degree of opacity - becoming transparent or translucent. Hence, they can apparently materialize and dematerialize.
- They generate electromagnetic fields and radiate electromagnetic waves.
- They are responsive to electromagnetic fields and waves and can have an electrical feel when passing through our bodies.
- They have networks of filamentary currents within their bodies.
- Double helical currents, aligned with the longer axis of their bodies may be discerned.
- They possess rotating orifices that suck in and emit high energy particles.
- They can emit beams of high energy particles from these orifices.
- Their shapes can vary (hence they can shape-shift) but the most stable shape is the ball of light.
- Shapes between a spheroid and a cylinder, ovoid or lenticular are also possible as the plasma membrane is resilient and elastic and can be stretched by the denser matter inside.
- Just like amoeba they can generate temporary limbs (like pseudopods).
- Vortexes and misty irregularly formed primitive plasma life forms also exist.
- Within the ovoid is a denser body which varies from one plasma life form to another.
- A bi-layered plasma (Langmuir) sheath encloses the ovoid.
- They are able to pass through each other in the same way that objects composed of collisionless plasma or dark matter do.
- Very low rest mass.

Some ancient cultures have described bioplasma bodies which are coupled to our carbon-based bodies as "souls". This is not surprising due to their quasi-quantum behavior, their unusual methods of transport, apparent ability to effect action at a distance; and decoupling on the death of the carbon-based body.

Behavior of Plasma Life Forms

Behavior can vary due to the diversity of plasma life forms. Plasma life (let's say with intelligence equivalent to octopuses) may express their curiosity by coming near to see or feel objects that seem strange to them from their frame of reference. More intelligent life forms (equivalent to homo sapiens) may actually conduct experiments. Groups of plasma life forms may exhibit swarm behavior (similar to bats, birds and fishes) with synchronized movements.

Biomechanics of Plasma Life Forms

They move generally by neutralizing or reversing their electric charge and/or redistributing the electric charges in their bodies relative to the background electric field. They may also move by changing their density. Another method of active transport is by sucking in energy particles through their orifices in the direction of the motion. The suction generates a drift.

When they fall in energy sporadically and are visible to us or our scientific instruments in the lower atmosphere, fast-moving plasma life forms will generate only weak sonic booms. This is because they are composed of collisionless plasma and have a very low rest mass. Ultra-sensitive instruments in close proximity to the entity should be able to pick up the weak sonic boom.

Plasma may be considered to be collisionless when Coulomb interactions are so rare that global fields in the plasma govern the dynamics. A magnetic field endows a collisionless plasma with elastic properties analogous to those of a dense gas and so a plasma wave crossing a magnetic field behaves somewhat like an ordinary sound wave. The Earth's magnetosphere is composed almost entirely of ionized collisionless plasma and is dominated by the Earth's magnetic field. Fast moving plasma life forms would therefore be expected to generate collisionless shock waves in the magnetosphere rather than in the lower atmosphere.

Parallel Plasma Earth - The Habitat of Plasma Life Forms

The counterpart dark matter Earth, composed of low density plasma and co-rotating with our visible Earth, can effectively be considered another planet. The sporadic interactions with plasma-based beings, who may appropriately be called "aliens" (since they are, strictly speaking, from another planet - although a counterpart Earth), can be studied in a more rigorous scientific framework once our current technology improves to take into account non-standard particles. All human beings are the symbiotic products of carbon-based bodies and (alien) plasma-based bodies.

Near-death experiences, astral traveling, (genuine) alien encounters, angelic visitations, apparitions of saints or deities - both privately to individuals and to the public at large leading to mass sightings (such as the Marian apparitions or swarms of UFOs in the atmosphere) occur in this higher energy dark matter counterpart Earth and are superimposed on our more familiar Earth depending on the type of encounter (see below).

This parallel Earth is composed wholly of plasma (unlike our physical-dense Earth, which although it contains a plasmasphere, magnetosphere and ionosphere, is largely a rocky outcrop). Hence, while the biosphere of the physical-dense Earth occupies only a small volume of the Earth i.e. largely confined to plus or minus 10km from sea level (which is less than 1% of the volume of the Earth), the plasma Earth is wholly composed of plasma making it more like a gigantic plasma ocean and having a "tear-drop" shape similar to Earth's magnetosphere. The biosphere of this counterpart Earth is therefore many times larger than the physical Earth and life forms often move in all three dimensions quite extensively (i.e. like fishes in the sea, not like human beings on the surface of the Earth). There is enormous biodiversity in this oceanic plasma planet which teems with life.

Plasma objects which sporadically appear in our atmosphere are actually floating or swimming in this ocean. They are therefore able to dart back and forth (like squid, cuttlefish and octopuses) or swim majestically (like manta rays). Plasma life forms in the atmosphere have been seen at Marian apparitions, in Chinese history as dragons and other ancient civilizations (see Plasma Cosmology) and modern UFO sightings.

Types of Encounters with Plasma Life Forms

Encounters with plasma life forms can be classified as follows:

Type 1 Encounter: This is an encounter with an ordinary matter plasma life form using the cognitive-sensory system of our carbon-based body in our familiar ordinarily visible Earth.

Type 2 Encounter: This is an encounter with a dark matter plasma life form whose energy level has fallen temporarily to allow ordinary matter in our familiar ordinarily visible Earth to condense around it.

Type 3 Encounter: This is an encounter with a dark matter plasma life form using the cognitive-sensory system of our bioplasma body and takes place wholly in the plasmasphere of the counterpart Earth.

Type 4 Encounter: This is an encounter where there is a dual state of consciousness - both the cognitive-sensory systems of the carbon-based body and bioplasma body are operating. In this case, the plasma life form in the counterpart Earth is superimposed on our familiar ordinarily visible Earth.

So, why do they not land at the White House?

The SETI Institute's program objective in trying to find intelligent life outside Earth is to some extent misguided. The aliens that are most frequently encountered and that can be considered "intelligent life" do not travel at light speed within our low energy physical universe nor do they have any technology to undertake intergalactic or interstellar travel. They are co-inhabitants of the Earth system - which includes the visible Earth and its dark matter counterpart. (It is therefore not surprising that they often express concern about the health of the planet. Why would a distant extra-terrestrial civilization be so concerned about our little planet?)

Although they co-evolved with us, they are likely to have evolved at a faster rate. V N Tsytovich of the Russian Academy of Sciences argues that helical dust structures in plasma would have a "faster evolutionary rate" in his 2007 paper on plasma life forms. This is also supported by Jay Alfred's concept of "accelerated morphogenesis" of bioplasma bodies. Hence, this plasma-based civilization could be expected to be more advanced than us.

Nevertheless, despite the headstart, this civilization would also be probably struggling to understand parallel universes and may not be as capable of controlling their technology or society to the extent that we imagine. They would face difficulties in interacting with us as we do in trying to interact with them. As a civilization they would have government, political and social structures; and culture. They are likely to be superior in communications technology using bioplasma bodies since they would obviously be more familiar with these types of bodies compared to us. This includes the ability to communicate with bioplasma bodies that are coupled to our carbon-based bodies. We may interpret this as telepathy.

Based on current technology it is unlikely that the world will believe of any interactions with these aliens even if they were caught on camera talking to the President of the United States. All that would be reported in the media is the sighting of a "ghost" at the White House. (These aliens are ghost-like as they are plasma life forms, just like ghosts.) Communication would be intermittent and weak due to incompatible technology on both sides of the energy curtain separating carbon-based life forms from plasma-based life forms. Medical doctors will opine that they are hallucinations and the case will then be lumped-up with all the other "ghost stories" and shelved away. Perhaps our neighbors on "sister Earth" are quite acquainted with human nature and our feeble scientific attempts to understand them. Maybe they even fear that we will harm them with our growing technological sophistication.

Why do some people see it and some don't?

The wide range of sensory systems in the animal kingdom has already been discussed elsewhere. Unlike the bees we are not able to sense ultra-violet light nor can we hear sounds or smell what our pet dogs can hear and smell. Even within a population of human beings the sensitivity of the sensory systems can be significantly varied. It is quite obvious that even the old and young have very different sensory ranges.

Recently, a certain type of mobile phone became very popular. These phones had telephone ring tones which could only be heard by the young but not the old. The technology relies on the fact that most adults gradually lose the ability to hear high-pitched sounds when they undergo "presbycusis" or "aging ear". If there was only 1 teenager in a population of 100 persons, the rest being much older, only that teen will be able to hear the ring tone. Assuming that we are one of the 99 older persons, should we then conclude that this young person is having an auditory hallucination when he hears the ring tone? The obvious answer is "no". But this type of argument has been unashamedly and repeatedly accepted by skeptics who claim to be using the "scientific method". One skeptic says, "I will not believe it until everybody is able to see it". This is clearly ludicrous. It is a scientific fact that the sensory ranges and acuity of a population of human beings can vary significantly. Now if we bring in the fact that certain people can transfer their locus of consciousness (whether intentionally or more often unintentionally) more easily to the sensory systems of their linked bioplasma bodies, we will find even greater differences.

Dark matter objects, in (the nearest frequency) counterpart Earth, interact with ordinary matter in our visible Earth when their energy levels temporarily fall due to a variety of reasons and ordinary matter condenses around them. Often this may lead to the generation of electromagnetic fields and radiation which may be picked up by our scientific instruments or even become visible to us if the radiation falls within the visible range of the electromagnetic spectrum. Because of this, plasma metaphysics calls this type of matter in our nearest Earth counterpart "gray matter" as it straddles between ordinary and dark matter.

By switching-off relevant (and specific) brain circuits, a person may transfer his or her locus of consciousness to a bioplasma body which has the relevant sensory apparatus to be able to view the plasma life forms currently inhabiting our counterpart Earth. UFO sightings often occur when a person is taking a long car ride in a featureless area (like a desert). This provides the ideal conditions for a person to go into a meditative state and effect a transfer of consciousness to parallel bodies with different cognitive-sensory systems - landing them in our plasma-based counterpart Earth. In this type of encounter, it is not so much a case of the aliens visiting our visible Earth but it is us who are dropping-by, uninvited, an alien Earth environment.

Where did the Aliens go after I took the Medication?

Medication cuts-off awareness of alien attacks on our bioplasma bodies because it normalizes brain functions. In this case, the brain circuits that were "switched-off", allowing the locus of consciousness to be transferred to the bioplasma body which had the necessary sensory systems to view the relevant plasma life forms, had been restored and "switched-on" again. This cuts-off conscious contact with the counterpart Earth environment. The relevant brain circuits (particularly in the parietal and temporal lobes) may be switched-off physically through surgery, accidents like brain injuries, transcranial magnetic stimulation and ambient electromagnetic fields which simulates brain lesions; chemically through psychoactive or spiritual drugs; psychologically through meditation or hypnosis or during sleep.

How do they go through Walls?

The bioplasma body is composed of collisionless dark plasma (i.e. magnetic plasma in the form of dark matter). This allows it to pass through walls just as dark matter does or float through windows using electromagnetic guides. What the witnesses in alien abductions and Marian apparitions are often viewing is the counterpart Earth environment superimposed on the physical dense Earth. There is much evidence of this. Hence, only some people who have shifted their locus of consciousness to their bioplasma bodies can actually witness the abduction. A group of people who shared the same environmental conditions (for example, four people in a car being driven over a featureless desert which generates meditative conditions) may simultaneous witness the abduction. The victim's body that participates in "alien abductions" is the bioplasma body - not the physical-biochemical body which undergoes sleep paralysis during these episodes.

The environment in which this body finds itself is the plasmasphere of our sister Earth. The physics relating to this environment, although fundamentally the same as our physics (extended to higher energy levels), can be quite different from what we experience in our daily lives on the lower energy physical-dense Earth in our carbon-based bodies. It can get somewhat confusing when our perceptions oscillate between the two Earth environments due to fluctuations in our locus of consciousness and their corresponding sensory-cognitive systems - leading sometimes to a superimposed environment. This superimposition also explains why we see ball lightning apparently going through walls or other physical objects. Balls of light are common in the counterpart Earth environment.

Why is there Electromagnetic Interference?

Interference by electric and magnetic fields betray the presence of plasma life forms. In fact, electromagnetic interference, in the absence of other obvious sources, confirms that we are dealing with bioplasma bodies. Bioplasma bodies generate electromagnetic fields and radiate high frequency electromagnetic waves which are currently not measurable by our scientific instruments. However, when their energly levels fall (intentionally or unintentionally) and ordinary matter condenses around them, this ordinary matter then radiates temporarily lower frequency (stepped-down) electromagnetic waves that can be detected by our current scientific instruments such as radar and even infra-red cameras. There is much, not only UFO literature, but also ghost literature which documents electromagnetic interference which points to the presence of plasma life forms.

What about the Marks on the Body?

It is has been documented in the metaphysical literature that marks on the physical-biochemical body may be caused by impacts to the nearest frequency dark matter body or the "physical-etheric" bioplasma body. This is often referred to as "repercussions" in the general metaphysical literature. The body of a human being which participates in an "alien abduction" is not the physical-biochemical body but the (physical-etheric) bioplasma body. If this bioplasma body is impacted, the physical-biochemical body can be impacted - similar to what happens in many reported reincarnation cases. (Note that in the wider plasma metaphysics theory, there is a series of bioplasma bodies covering a spectrum of frequencies which fall outside the known electromagnetic spectrum. The physical-etheric body or the "Level 3" bioplasma body has the frequency closest to our carbon-based body.)

Should I move towards the Light?

While alien abductees see the light as threatening and are drawn to it unwillingly, near-death experiencers feel and see the light as being benevolent and wise and intentionally float towards it. As explained by dark plasma theory, the counterpart Earth is a habitat for billions of plasma life forms - many of which appear as balls of light in their natural state. The identity of the light can therefore vary from situation to situation.

Can you get me a Plasma Gun?

The natural ability of bioplasma bodies to direct beams of light using vortices and magnetic fields (similar to what happens in a coaxial plasma accelerator) within the bioplasma body has already been discussed in dark plasma theory.

But, seriously, are they Real?

It is well-established in cognitive science that the world as we see it is a construction of the brain. The environment which an abductee experiences, in a similar process, is also constructed from the cognitive system of the corresponding bioplasma body. To say that our world is more real than the alternative counterpart Earth is a kind of egocentricity that was prevalent before the 15th century. Europe is not the center of the world; the Earth is not in the center of the Solar System; the Solar System is not in the center of the Milky Way; the Milky Way is not in the center of the universe nor is our universe the centre of our multiverse. If that is the case, then the biochemical brain of one species of life form, just evolved on a tiny rock in space, cannot be the sole arbiter of reality.

During the first century A.D. Europeans had very little or no contact with India, China or the Americas due to the state of technology at that point of time. Europeans had weird ideas and generated fantastic tales about these "parallel" civilizations. Some Europeans even doubted or did not know of their existence and most did not even think about them. But today we talk about a global village which comprises a multitude of nations. Today, parallel universes and parallel Earths are the new frontiers. Scientists who prefer to remain in their comfort zones - to tinker with only what they can measure with today's scientific instruments will miss the opportunity to make bold strides in understanding the multiverse - starting with the Earth itself.

Conclusion

Dark plasma theory explains a wide variety of phenomena associated with genuine sightings of aliens, ghosts, deities, angels by both individuals and groups - using an internally consistent scientific framework. These sightings betray the presence of plasma-based life forms originating from a counterpart sister Earth gravitationally coupled to the visible Earth. (This hypothesis may be cited as the "Parallel Earth" hypothesis.) These terrestrial aliens (whether they be ghosts, fairies, grays, deities or angels) share common properties and may even shed light on the evolution of carbon-based life and consciousness on the Earth that we are most familiar with.

© Copyright Jay Alfred 2008

Plasma Life Forms - Aliens From a Parallel Earth

Avoid Back-to-School Morning Battles - Tips on Getting Your Kids Out of Bed

Is this your typical morning "wake up kids" dialog?

"Well, aren't you on the ball today! Holy moley, you're dressed already. What a great kid." (smiles, whistling, high fives ensue) If it is, then read no further and congratulations.

SONIC BOOM EFFECT

If it's more like this...

Time to wake up! Sweetie, get up... Get up, please. C'mon now, up, up, up. You're going to be late for school.... (5 minutes later) Don't make me come in there. Get...up...NOW.

Do you really need that? Every. Single. Morning. No one does. It's not only stressful on moms & dads, but consider how little miss cranky bottom's day goes when it starts with a yelling match.

Here are tips on how to wake up your heavy sleeper with less fuss:

Bedtime:

1. First, get them to bed at a decent hour so they get enough sleep. According to the National Sleep Foundation, 3 - 5 year olds need 11 to 13 hours per day, 5 - 12 year olds need 9 - 11 hours per day and after 12 years old we're looking at about 8 ½ to 9 ½ hours a day, although late teens require a little more, even if they aren't getting it.

2. There is always that bedtime/wake time adjustment when vacation hours turn to school hours. About a week before the big adjustment, start planning earlier morning activities that force them on track.

3. No matter how old your child is, get them into a consistent sleep schedule, even on weekends.

4. A bedtime routine is critical to good sleeping habits. Light snack, bath, PJs, brush teeth, read a story, make sure the room is quiet and comfortable, into bed, lights out, nighty night and you're out.

5. Make sure they know what time they are supposed to wake up. This helps them 'set' their natural alarm clock (circadian rhythm) to eventually wake up on their own, or at least start waking up closer to the appropriate time.

6. TV stays OFF at bedtime. They'll get a better night's sleep without the background noise. In fact (and I didn't know this until I found it on the National Sleep Foundation's site) even watching TV close to bedtime has been associated with bedtime resistance, difficulty falling asleep, sleep anxiety and sleeping fewer hours. They suggest keeping both the TV and the computer out of the bedroom completely.

7. Step them away from the Coke. Or anything else with caffeine in it.

Wake-up:

1. Make waking up fun! When they're little, put some pizazz in the morning routine. First turn on the light and, with a big smile, say, "Wake up, you silly goose!" or something equally endearing. Then, without waiting for a reaction, go directly into a made-up song, a goofy dance, a smothering of kisses or a gentle tickle. When their feet hit the floor, turn on their favorite music. If they are lollygaggers, then challenge them to a timed dressing session. Here's a good one... "If you're ready in xx minutes I'll let you pack your own lunch (or something else that needs doing, like laundry...kidding)". As every parent knows, bribery works too. Mix it up.

2. If you don't wake them yourself, the right alarm clock is KEY to getting off on the right foot. I recommend the Sonic Alert clocks that let them wake up to sounds, a shaking/vibrating bed, flashing lights or all three. For heavy sleepers, try the Sonic Bomb. There's even a heart shaped one called the Sonic Boom Sweetheart Alarm Clock for your little princess. There is something for everyone. I use the Sonic Shaker Portable Vibrating Travel Alarm at home and it gently vibrates my pillow when it's time to wake up. Perfect for those sensitive to noise.

3. No Snooze function is allowed. Never use it. Tape it up so it can't be used, whatever it takes. Snoozing just makes you more tired and grumpy.

4. If they tend to wake up and go right back to sleep, put the alarm clock on the other side of the room. They'll have to physically get out of bed to turn it off. Perhaps you put it on the bathroom counter, so they can start their day from there.

5. Let in the morning light. Don't make them wake up in a cave. It's tough when you're getting up before the sun comes up, but even a little bit of light helps.

Hopefully these tips can help you avoid the morning wake-up battles, and the whole family can get the day off to a great start.

See all of the Sonic Alert products to find the most suitable alarm clock.

Avoid Back-to-School Morning Battles - Tips on Getting Your Kids Out of Bed