Kentucky fried chicken

Kentucky fried chicken Entrepreneurship: Colonel Sanders started the Kentucky Fried Chicken at the age of 65. Presently KFC is one of the leading firms in food industry around the world. Over a billion KFC chicken dinners are served featuring the Colonels â€Å"finger likin good† recipe, each year. At the age of 40 Sanders first started cooking in a service station in Corbin, KY. But soon hundreds of people started coming to the service station for food instead for car service. Soon he shifted to a hotel and restaurant that had a capacity of holding 142 people at a time. With his special cooking techniques, Sanders station became well-known and he was acknowledged for his incredible cuisine by the Governor at the time, RubyLaffoonin 1935 when he was made a Kentucky Colonel.In 1939, Colonel Sanders restaurant won the top spot on Duncan Hines â€Å"Adventures in Good Eating.† In 1952 colonel sanders got good start for his company and devoted the rest of his life in franchising business. By 1964, over six hundred franchised outlets were opened in theUnited StatesandCanadafor his chicken. The company got listed on the New York Stock Exchange on January 16, 1969, only 3 years after it had gone public on March 17, 1966.Then on July 8, 1971 the company was taken over by Heublin Inc, for $285 million dollars. Soon the company grew to an enormous three thousand and five hundred franchised and company-owned restaurants world-wide.But after being regularly travelling around the globe, Colonel Sanders died of leukemia at the age of 90 in 1980. Nowadays its part of a bigger company known as Yum Brands. Advantages To Parent Business 1. Financial:It is another source of income through franchise fee and royalty. Also there is increase in Cash flow, return on investment and profits. 2. Operational:There is smaller centralized control as compared to developing and having locations by company itself. It also ensures consistency, enhanced productivity and better quality. Self-motivation as franchisees invests their own money. 3. Strategic:It helps in dividing risk by having multiple locations through peoples investment. That ensures faster network expansion and a better opportunity to focus on changing market needs. 4. Administrative:With a smaller central organization, the business maintains a more cost effective labor force, no change in important staff members and better recruitment. Disadvantages To Parent Business 1. Franchisor is required to have enough resources to recruit, train and support the new franchisees. 2. Franchisee may spoil the image of the company if he is not capable of running the franchise perfectly. 3. Also franchisor has to tell all the internal information of the company to the franchisee. So, privacy of company is also at risk.† Marketing/ Advertising â€Å"The KFC Marketing team focuses fervently on delivering an unvarying pipeline of mouth-watering meals. They try to search the wants of the customers and bring new innovative products to meet the customers standards. Target market is divided on the basis of demographic, geographic and psychographic segments. The pricing strategy that they follow while entering new market is price skimming. In starting they try to price their product a bit high and target the middle and upper class people. Than after some time they start lowering their prices to focus on middle to lower class people. They do this to get to larger part of the market. The Marketing team gives more importance to Operations and Product Excellence. They try to find new ways to develop and execute new ideas, as well as assessing the input of the finance in the business. The Marketing team is the primary medium of communication between the company and the customers. The budget of marketing is divided in accordance to the media buying and advertising production to guarantee a year round calendar of innovative news to drive consumers back to our restaurants every time. Advertising strategies are the same as any other firm but they have their distinctive slogan â€Å"finger likin good† which relates to quality of food they provide. KFC usually charges advertisement fee of 5% of the gross revenue to the individual stores. KFC charges a Local advertising fee of 3% and fee equal to 2% of the gross revenue for national advertising fee. Operations Management KFC primary raw material is chicken. They are not breed in a normal way. These chickens are kept alive by tubes inserted into their bodies to force blood and nutrients right through their body. They do not have any beaks, feathers as well as feet. Their bone structure is considerably shrunk to get more meat out of them. This is beneficial for KFC because they do not have to pay a huge quantity for their production costs. There is rarely any plucking of feathers or the removal of the beaks and feet. However this method has been disapproved of by many animal rights organizations and has been upsetting the image of the company. There have been many cases against KFC regarding the treatment of chickens in their farms. Cost Initial Investnment: â€Å" Expenditure Low High Initial Franchise Fee $25,000 $45,000 Development Services Fee Varies Varies Real Property $400,000 $1,000,000 Construction and Leasehold Improvements $575,000 $915,000 Equipment/Signage $216,000 $366,000 Opening Advertising $5,000 $5,000 Opening Inventory $10,000 $10,000 Utility Deposits and Business Licenses $7,000 $7,000 Initial Training $3,900 $10,000 Miscellaneous Opening Costs $5,000 $15,000 Additional Funds (3 months) $13,000 $18,000 Total $1,379,900 $2,391,000† The figures are taken from the KFC website. Please refer to the URL FINANCIAL ASSISTANCE: The franchisor does not provide any indirect or direct financing. They do guarantee any lease or obligation. KFC is one of the parts of organization named YUM brands. YUM Capital is a special purpose limited liability company structured under Delaware law, the sole member of which is YUM Capital Funding Corp a non-stock corporation in Delaware. YUM Capital issues commercial paper secured by loans purchased from YUM Capital Funding Corp and made by YUM Capital Funding Corp to franchisees in YUM restaurant brands. ROYALTY: KFC franchisees have to pay royalty fee equal to 4% of gross revenues or else minimum of $600 per month. BREAK-EVEN POINT: It is the condition of a company when they are having no profits. In other words when company is just paying all its expenses. If it has to be calculated from sales than a certain number has to be found out at which company is having no profit. An estimated amount of sales revenue for 2010 is 21926 million dollars and the estimated revenue is 1452 million dollars. So break-even point should be the difference of sales and revenue i.e. 20474 (21926-1452) million dollars. This means company has to earn At least 20474 million dollars to cover up all its expenses. Human Resource Management KFC stresses upon the fact that either franchisees or at least one of the managers should complete the training program set-up by the company. But KFC is very strict about asking for employees to complete the training process as per the companys discretion. Besides basic training if company has certain additional course work or programs they can ask the franchisee, managers and employees to do those too. The training program is generally of 4 days, each having a session of 8-10 hours each day. This kind of training technique helps in growing the efficiency of workers and managers and makes them accustomed with their work hence reducing the likelihood of errors and mistakes. But on the other hand this procedure can be time consuming and can possibly become more costly due to the excessive training that the possible employees have to go through before entering the organization. References: http://www.kfc.com www.yumfranchise.com www.ehow.com www.yum.com KFC Annual report. www.answers.com Key Takeaway This assignment helped in understanding different ways of managing a new business. It made me familiar with the concept of having a franchise business, what are the benefits of having franchise and what are the additional expenses of having a franchise business. Besides that it gave me an opportunity to review franchisees of KFC all over the world and helped me significantly in analyzing all the dynamics involved for having KFC franchise. In future if I want to start my own business I might give a preference to franchise form depending upon the kind of business I want to have.

The Importance Of Strategic Marketing Plan For Nestle Marketing Essay

The Importance Of Strategic Marketing Plan For Nestle Marketing Essay The definition of FMCG is Fast Moving Consumer Goods which is alternative for CPG (consumer packaged goods) inclusive of production, marketing and distribution. FMCG are durables that are consumed regularly. The industry involves selling, supply chain management, production, financing, activities that generate an income on sales due to fast turnover. The purchase cycle of some of these items is small in comparison to other durables. 1.1 FMCG industry economy FMCG is wide industry with many competitors. The number of manufacturers is growing. The investment in this industry is also growing. 1.2 Common FMCG products Some of the examples of FMCG products are: * Coffee, * Tea, * Dry cells, * Greeting cards, * Gifts, * Detergents, * Tobacco and cigarettes, * Watches, * Soaps, * Plastic goods, * Paper products, * Batteries, * Bulbs, * Cosmetics Some common FMCG product categories include: * Food and dairy products, * Glassware, * Paper products, * Pharmaceuticals, * Consumer electronics, * packaged food products, * Printing and stationery, * Household products, * Photography, * Drinks One of the leading companies in Sri Lanka that is well known for FMCG is Nestles. 2.0 Introduction Nestle Lanka PLC deals in the manufacturing of food and beverages in Sri Lanka .The food items are mainly dairy products. The company produces noodles and coconut milk powder products too. The brand names used by Nestle Lanka PLC are, NESTOMALT, MAGGI, NESPRAY, MILO, and CERELAC. This company in globally situated with the Head office in Sri Lanka. 3.0 Areas looked into in the strategic plan Introduction SWOT Analysis STPD Analysis BGC Matrix Michael Porters Five Forces Model Brand Recall Value Future Trends Marketing Strategy Marketing Targets from the financial year 2010-2011 The 4 Ps-Products, Promotion, Price, Place Marketing Research Marketing Budget Implementation Controls 3.1 The Noodle Market Basically made of flour under modern production facilities. Each production requires a good for consumption certification. Other than bread noodles in Sri Lanka has a quite a large demand. Noodles differ according to the raw material used. It also differentiated according to the size of the noodle. Some of the popular noodles are Rice vermicelli in Sri Lanka, Beehoon in Malaysia, Mee fun in China, Bifun in Japan, and the list goes on. But the largest consumption is by China and Japan. 3.1.1 Maggi Noodles Maggi is very popular among Sri Lankan as the 2 minutes noodle. This is an instant product. Although this was popular among busy women in the urban areas, the semi urban women who made it a point to cook each day, was extremely concerned of the nutrition value of the food that their children had turned a blind eye to this product. Although there was a lot of money spent on advertising, Maggi sales were slow. Months of research showed Nestles that there target market was wrong. They needed to target the children for they were the ones who enjoyed the flavour. Maggi moved from being a convenient product to fun product. The slogan went on to say Fast to cook, good to eat. Maggi was aggressively promoted by sponsoring childrens events, giving free samples, media advertising showing a 2 minute preparation to feed hungry children after play. The sole purpose being communicated of the benefits and convenience of this 2 minutes meal.5.JPG It was in late 2000 that the instant soupy noodles were introduced. The ad will bring a smile in many as you hear the words Appi podi sellamak karamu, Ammi kiyana kota kanna, bonna In addition Nestles offered other Maggi products like sauces, ketchups, seasonings, etc., but the noodles was the most popular of them all. There was a decline in the market with Prima put out an instant noodle that was palatable to Sri Lankans called Prima Kottu Mee. But Nestles was quick to counter act with spice flavoured Maggi noodles, which helped win back the lost market share. There after Maggi had very little competition, till early 2008 when information spread on the unhealthiness of the substance in the sachet. 4.0 SWOT Analysis SWOT analyses Strengths, Weaknesses, Opportunities, and Threats of the business. SWOT looks in-depth into internal and external factors that affect the objective of Nestles noodles. Strengths Market leader, Brand loyalty, Distribution channels, Advertising strategy Weaknesses Heavily dependent on One flavour ,Minor distribution problems, Health related issues Opportunities Unexploited rural markets, Increasing number of working youth, Innovative flavours for Sri Lankan taste buds Threats Strong presence of regional competitors, Competitive pricing (Prima), Affinity of Sri Lankan to Chinese food 5.0 STPD Analysis of Maggi Noodles Segmentation: Based on lifestyle and habits of urban families Targeting: Kids, Office goers Positioning: With statements such as 2 minute noodles and Easy to cook, good to eat Differentiation: Taste, Flavours, Packaging 6.0 BCG matrix The BCG matrix is known in many names. (Aka B.C.G. analysis, B.C.G.-matrix, Boston Box, Boston Consulting Group analysis) The creator is Bruce Henderson for the Boston Consulting Group in 1970. Helps businesses to use analytical tools to allocate resources in strategic management. bcg.bmp 6.1 Michael Porters Five Forces Model Porters five forces were developed by Michael E. Porter in 1980. This is an analysis of competitors and their strategies. This is an important tool when structuring a strategic process Porter identifies forces affect all markets and sectors and their profitability within the industry. With the information acquired from the Porters five the Nestles will be able to decide ways to manipulate the industry. Rivalry among Competing Firms Rivalry among competitors is very fierce. There are scarce customers because the industry is highly saturated and the competitors try to snatch their share of market. Market Players use all sorts of tactics and activities from intensive advertisement campaigns to promotional stuff and price wars etc. Hence the intensity of rivalry is very high Bargaining Power of Consumers Bargaining power of consumers is also very high. This is because switching costs of most of the goods is very low and there is no threat of buying one product over other. Customers are never reluctant to buy or try new things off the shelf. Potential Development of Substitute Products There are complex and never ending consumer needs and no firm can satisfy all sorts of needs alone. There are plenty of substitute goods available in the market that can be re-placed if consumers are not satisfied with one. The wide range of choices and needs give a sufficient room for new product development that can replace existing goods. This leads to higher consumers expectation. Potential Entry of New Competitors Does not have any measures which can control the entry of new firms. The resistance is very low and the structure of the industry is so complex that new firms can easily enter and also offer tough competition due to cost effectiveness. Hence potential entry of new firms is highly viable. Bargaining Power of Suppliers The bargaining power of suppliers of raw materials and intermediate goods is not very high. There is ample number of substitute suppliers available and the raw materials are also readily available and most of the raw materials are homogeneous. There is no monopoly situation in the supplier side because the suppliers are also competing among themselves. 7.0 Marketing Strategies 7.1 Financial objective To increase profit by 15% from the profit declared as at Dec 2010. The budget for the marketing promotion is Rs. 2,000,000/- Budgeted Profit Loss Account 2011-2012 Rupees in Millions11.gif Sales 25 Cost Of Goods sold 5 Gross Sales 6.jpg 20 Administrative Expenses 1 Marketing Expenses 2 R D 0.5 Promotion 1 Distribution 0.5 Marketing Research 1 Miscellaneous 0.5 7.2 The 4 Ps Product: Introduction of a healthier noodle. A red rice flour to be introduced. Increase the fibre contents. Add artificial nutrients. Make the product cheaper for the rural fork. 100 grams, 200grams, 400 grams packets to be introduced. Price: Healthier noodles to attract health conscious clientele. A family pack to be introduced at a discount of 5%. The packet that goes at Rs 40 to be sold at Rs.35.9.jpg Place: Large distribution network. Distribution to small shop lets. Have a mobile van distributing samples at a Sunday fair. Get a renowned chef famous among the rural fork e.g.: Mr.Pubilis Silva to demonstrate certain dishes with the use of Maggi noodles. Promotion: Communicate to the public the health aspects in consuming Maggi noodles. Advertise using rural children running through paddy fields to capture the hearts of semi urban. Use young public figures, icons; brand ambassadors may it be sports like Tehani Guruge for Squash, Charith Rajapaksha for Cricket under 17.or child actors and actresses. Promote in schools. 7.3 Time line 7.4 Future trends 7.4.1 Objectives 8.jpg Introduction of characters that attract the attention of kids. Organizing of programs and competitions for kids at Vihara Maha Devi Park or children schools. Cooking demonstrations with the use of Maggi- awards and hampers for innovative recipes. 8.0 Research methodology Target Area: Small towns Customers: Kids, House wives Shop sample: Minimum 25 Customer Sample Size: Minimum 75 8.1 Implementation Controls Monitoring, review and control will be done by the Director Marketing at Nestles. Monthly review with Director Finance and CEO of Nestles. 8.1.1 Areas of monitoring Implementation of marketing plan Actual to targeted goals. Gap of analysis Corrective action Redo marketing plan after review 9.0 Conclusion 9.1 Re-launch of Maggi Till 2008 Maggi was a core brand for Nestles. It was at the beginning 2011that Nestles decided to go healthy with new tastes and added nutrition.http://www.google.lk/images?q=tbn:ANd9GcToIkd3Q-v9CuxtPAD15wZFf4IAgSx-xGqb2D46M3x6eTCEjqFd4bzSFA 17.jpg 9.2 Maggi takes the Health Route In May 2011, Nestles introduced Maggi Rathu Kakulu.

Eating Disorder Case Study: Chhaya Essay example -- Adolescent Role As

Chhaya is a senior in high school whose self identity problems began as a child with her mixed ethnic background. She blames her parents’ constant fighting (and threats of divorce) on her own behavior and, in turn, strives to become the perfect daughter. Chhaya consequently throws herself into her schoolwork where she repeatedly increases her goals despite the lack of disapproval of others. Social relationships and leisure activities are thrown to the wayside because Chhaya feels guilt whenever she experiences pleasure in non goal-directed activities. Although Chhaya has seemingly tried to control many aspects of her life, this tendency turned into an eating disorder, anorexia nervosa, after two major life events: finding out she did not receive valedictorian and the relationship with her first male interest ending. These events occurred within one month of each other at the end of Chhaya’s junior year in high school. Aside from her self-esteem and self-confidence plumm eting, Chhaya also felt worthless and out of control of her life. When she discovered that she is very good at losing weight, she began using restricting her dieting to an extreme. She has been hospitalized and is now receiving occupational therapy at the children’s hospital. In order to learn more about Chhaya’s roles, expectations, occupations, and the affect of these life aspects on her eating disorder, the occupational therapist used the Adolescent Role Assessment (Black, 1976) to interview Chhaya. This assessment is meant for clients who range in age from 13 to 17 years and has shown sufficient internal consistency reliability (0.75), test-retest reliability (0.91), and content validity (via a literature review of multiple areas of study) (Burke & Lomba, 200... ...onal Therapy 2nd ed (pp. 277-285). Thorofare, N.J.: Slack, Inc. Kazarian, S. S. & McCabe, S. B. (1991). Dimensions of social support in the MSPSS: Factorial structure, reliability, and theoretical implications. Journal of Community Psychology, 19, 150-160. Piers, E., Harris, D. B., & Herzberg, D. S. (2002). Piers-Harris children's self-concept scale, second edition. Los Angeles, CA: Western Psychological Services. Rigby, P., Cooper, B., Letts, L., Stewart, D., & Strong, S. (2005) Measuring environmental factors. In M. Law, C. Baum & W. Dunn (Eds.), Measuring Occupational Performance: Supporting Best  Practice in Occupational Therapy 2nd ed (pp. 315-344). Thorofare, N.J.: Slack, Inc. Zimet, G. D., Dahlem, N. W., Zimet, S. G. & Farley, G. K. (1988). The Multidimensional Scale of Perceived Social Support. Journal of Personality Assessment, 52, 30-41.

Hirohitos Japanese Surrender Essay -- essays research papers

Hirohito and The Japanese Surrender The world was hectic in the 20th century. The first plane was flown, World War I took place (1914-1918), communists took over Russia and China (1917), penicillin was discovered (1928), the U.S. stock market crashed (1929), and the DNA’s structure was discovered (. However, on the eastern side of the world, the most notable occurrences were probably Hitler’s rise as chancellor and his launching of the Kristallnacht, the German invasion of Poland, Japan’s bombing of Pearl Harbor, and the Holocaust. Further east, specifically Japan, its 124th Emperor had just inherited his father’s place, right before entering World War II. Throughout Hirohito’s years of leadership, he made several decisions for the country. One of his best moves being his announcement of Japan’s unconditional surrender on August 15th, 1945 during World War II. If Hirohito had not administered this military surrender, Japan would not have been able to develop and flourish in such a way that it has in order to reach such a point of success and progress – such as becoming the world’s 14th richest country. If Hirohito hadn’t surrendered Japan, his place in Japan’s government would’ve been abolished. Because of this admitted defeat, he thus showed his affection for his people by ending their suffering by ending their side of the war and in return, Japan’s economy and the country’s income thrived, the people remained loyal to their Emperor. Hirohito was born in the Aoyama Palace in Tokyo, Japan, on April 29th, 1901 to the name of Prince Michi No Miya. As a child he was tutored by Kimmochi Saionju, the former prime minister, in the areas of mathematics, history, science, and governmental management and r... ...954. However, once Japan began to flourish, it has now become the world’s 14th richest country – having a GDP per capita of $32,640 (2006). Despite a major stock market crash in 1990, from which the country is recovering gradually, Japan remains a global economic power today and is now bidding for a permanent seat on the United Nations Security Council. Had it not been for Hirohito’s decision to surrender Japan to its allies during World War II in 1945, Japan would have been given the opportunity to thrive both economically and socially as it has to this very day. Hirohito put his people as his foremost priority, and this undivided care led him to make the best decisions for Japan. His military tactics and thought process brought Japan to its success and it is thus why Japan is now one of the most recognized and distinguished countries of the modern-day.

Developing Countries Essay -- International Political Economy, Debt

Developing countries are closely linked to debt. This is because developing countries needs to allocate more funds to resolve debt crises. Debt can create a negative effect to the host country’s economy and the social condition of a country. This issue of indebtedness is usually solved using domestic capital. Since developing countries have low income, therefore they have low level of savings. The savings are insufficient to repay debt. Thus the government resolves the issue by imposing higher tax. But this will lead to inflationary tax, which is a burden to the further generation. Therefore, the government resorts to foreign borrowings. Domestic borrowings and foreign borrowings have further increased the total debt accumulated by the nation leading them to poverty. To resolve the debt issue, foreign direct investment plays an important role as a source of fund and also in acquiring skills and knowledge. But the inflows of foreign direct investment depend on location advantage. There are various channels that determine the location advantage such as human capital development channel, financial development channel and environmental condition channel. According to Wilhelms and Stanley (1998), foreign direct investment movements are derived from the both financial transaction and non-financial transaction such as changes in price, foreign exchange and others. Figure 12 shows the foreign direct investment theory and its determinants in emerging economics. According to the foreign direct investment theory, socio culture is the oldest institution, complex and most diffused factor that influence the inflow of foreign direct investment. It is most difficult and time consuming to change. The degree to which a society is recepti... ...ivariate regression models were used to further probe the nature of the relationships between income, talent, and other factors. The adjusted R-squared values for these models are (0.57) and (0.65) respectively, suggesting a reasonably positive and robust relationship. These findings support the human capital growth by Lucas (1988), Simon (1998) and Geetha (2002). This was also supported by Eaton and Eckstein (1997) and Black and Henderson (1999) that workers are more productive when they locate around others with high levels of human capital. In addition, Romer (1990) also claims the importance of knowledge and human capital in generating economic growth through economic geography. Romer (1990) stressed that what is important for growth is integration not into an economy with a large number of people but rather into one with a large amount of human capital.

Classroom Observation

Classroom Observation I. Setting a. Reading class b. 2 staff/approximately 17 students c. Smaller class than usual and one of a few classrooms that have an additional staff (paraprofessional) d. 4th grade (student functions on 2nd grade level for Reading) II. Type of Task a. Independent reading/worksheet Antecedent Student is presented with an independent reading task. Behavior Disruption Consequences Least to most hierarchy of student’s specific behavior plan. Antecedent in detail When presented with an independent reading assignment (following similar group work assignment) student will become frustrated because of the difficulty of the assignment causing the maladaptive behavior described Behavior in detail For this student disruptive behavior is defined as any occurrence of calling out, teasing others, name calling, kicking his desk, and/or screaming/yelling that interferes with his and his peers’ instructional time. Consequences in detail This student’s maladaptive behavior of disruption will result in consequences that range from the least to most hierarchy. This is specifically redirection to task, verbal reprimand of upcoming consequences, in class time out away from the majority of the students (at this time the student is still required to be working on the independent task), out of class time out (monitored by the paraprofessional), sent to the behavior specialist assigned to this student. This last step typically results in a phone call to the parent/guardian explaining the student’s maladaptive behavior. It also may result in the requirement of a meeting of the pertinent parties involved (teacher, paraprofessional, and behavior specialist. Dwayne Williams03/29/2010 AntecedentsBehaviorConsequenceFunction Student is presented with an independent reading task. Disruption Least to most hierarchy of student’s specific behavior plan. For Attention Peers Staff

Social Mobility vs Structural Mobility vs Exchange Mobility

Social mobility refers to change in an individual's social class position either between their own and their parents' social class or over the course of their working career. Social mobility has taken place between my grandmother, my mother, and me. My grandmother did not finish high school and she became an apartment manager. My mom finished high school and was able to start her own cleaning business. I am currently attending college and I work for a nonprofit organization as a disability services professional.My mom experienced upward social mobility. My grandmother managed an apartment complex for most of her life. My mom was more successful than her mother. My mom finished school and went on to start and run her own cleaning business. I am currently on my way up the success ladder to experience upward social mobility. I am currently attending college for business administration. When I am finished, I hope to be a successful business woman. Within the past three generations of my family, we have not experienced any downward social mobility.My mom was able to be more successful than her mother and I plan to be more successful than my mother. Structural mobility refers to change in society that allows large numbers of people to move up or down the class ladder. Structural mobility has also taken place between my grandmother, my mother, and me. My mother moved up the social class ladder because she was more successful than her mother. Because she was more successful, she had a broader social class of friends. I also moved upward on the social class ladder.With today’s society, it is much harder to find a social class to fit in to. I have been fortunate enough to have a numerous variety of friends from different social classes because I attend college, and because of my work profession. Exchange mobility occurs when large numbers of people move up and down the social class ladder, but, on balance, the proportions of the social classes remain about the sam e. Right now, I do not think that my family is experiencing exchange mobility.It seems that our social classes are not balancing out. Since my mother moved up the ladder and I am also moving up the ladder; that means my families current social class’s ratio is 2:1. If I have a daughter later on in life, she will become the fourth generation of my family. If my daughter was unable to be as successful as I am, that would mean that she would move down the social class ladder. This would make our family experience exchange mobility because our social class’s ratio would then be 2:2.