SWOT analysis Essay Example for Free

SWOT analysis Essay Pizza Hut, the most popular and prominent brand in the fast food industry is the largest chain food shop in the world. Starting from 1958, it has emerged as the market leader of the industry. The franchise has its own Strengths, weaknesses, opportunities and threats but it is clearly enjoying competitive advantages over its competitors. The franchise has a strong marketing tool, large market share and a group of loyal customers. Based on these, if the company goes for a better and stronger marketing approach in the future, they will keep enjoying the edge over its competitors in the future as well. Marketing Plan for Pizza Hut (Part 1). Pizza Hut is the world’s biggest restaurant company and international franchise which has the origin in Texas, America. It has almost 34,000 restaurants across the world and is currently operating in 100 countries. Pizza Hut offers different types of pizza along with some other dishes like pasta, buffalo wings, breadsticks, and garlic bread. It has started its journey back in 1958 by brothers Dan and Frank Carney in their hometown, Kansas. Since then it has emerged as one of the most popular restaurants not only in America but also in the entire world. (Pizza Hut Corporation, 2012) Internal Environment. The mission statement of Pizza Hut is: â€Å"We take pride in making a perfect pizza and providing courteous and helpful service on time all the time. Every customer says, Ill be back! We are the employer of choice offering team members opportunities for growth, advancement, and rewarding careers in a fun, safe working environment. We are accountable for profitability in everything we do, providing our shareholders with value growth. † (Pizza Hut Website, Hawaii) So from the mission statement it is clear that the franchise wants to serve pizza of great taste and wants to retain its customer so that everybody gets the ultimate joy. They also want to be accountable to its shareholders along with quality team members and workplace. Over the years, Pizza Hut is working hard to establish the above goals and objectives through their dedication, sincerity and honest team members. That’s the reason today Pizza Hut has become the worldwide leader and a trustworthy name among the food lovers. Though today’s world is fast and mechanical people are still looking for the better quality of the food, service and also great taste. As a result, the goals and objectives of Pizza Hut is still very much correct with the peoples perspective. The present performance of Pizza Hut is very admirable as it has captured the largest market share in the industry and also has a loyal customer base. Because of their effective promotion, pricing. Food quality, distribution channel and most importantly unparallel taste, Pizza Hut has achieved a great success in the industry. The recent sale volume of Pizza Hut is also noticeable. In the year 2011, Pizza Hut had a turnover of $5. 5 billion (Financial Statement, Pizza Hut, 2012) where Dominos Pizza had $530. 6 million. (Financial Statement, Dominos Pizza, 2012) So, Pizza Hut is enjoying the edge over its competitors. Though the trend of the industry is downward because of the socioeconomic crisis hasn’t recovered still. The overall performance of the firm hasn’t declined much (only in 2007 it had a turnover of $6 billion) (Financial Statement, Pizza Hut, 2012). And the little decline is the result of the recession of 2008 as discussed earlier. In spite of those little drawbacks, Pizza Hut is trying their best to keep the pace with their mission statement and if they are unable to do that just because of external facts they will meet up with that with their honesty, service quality etc. Customer Environment. In a nutshell, everybody around the world is the potential customer of Pizza Hut. As people of all ages like foods like pizzas, they can enjoy the ultimate and different taste of Pizza Hut. The current customers of Pizza Hut have great variety. As they provide a wide range of pizzas, people from different ages can enjoy their foods. People of young age have a great attraction towards the Pizza Hut and they are a great portion of customers for Pizza Hut. In the process a few other players can be added as the young people may take money from their parents and can be influenced by their friends. The product is used only in one way and that is for eating. The great taste of the pizzas can amaze everybody and they can be the admirers of that. Customers can buy pizzas directly from the outlets and can hang around there. They can even order the food online and home delivery will be available. In the festival time with some special offers the consumption may be increased and customers may be attracted to consume more to get benefits. Because of taste, quality and service, the purchasers of Pizza Hut purchase the foods of Pizza Hut. There are other players in the market and they have a loyal customer base as well though that is not as significant as Pizza Hut. As a result, Pizza Hut are not getting those customers and they aren’t buying the pizzas of Pizza Hut. External Environment The competitors are quite a lot in the market for Pizza Hut. Some big names like McDonalds, Dominos Pizza etc. are strong contenders for taking away the crown from Pizza Hut. As it discussed earlier, Dominos pizza isn’t far away from Pizza Hut in sales volume and trying hard to get there. McDonalds also with their innovative products are looking to do the same. As it told, the recession of 2008 made a strong impact on the Pizza Hut as well as on the industry. It has experienced downward pressure in the sales volume. So, if the economy gets stabilized, the performance of the industry as well as Pizza hut is expected to be improved. Computerization is a must for the current world. Pizza Hut is computerized and centralized. As a result, the customers are enjoying digitized facilities like online ordering, home delivery etc. The sociocultural situation of the target customers are also very important factor which is needed to be considered. The target customers’ demography, economic and social condition all these things make impact on Pizza Hut as they are expanded their businesses in almost every corner of the globe. So, before going to open an outlet, they need to consider those factors and their probable profitability from that. The profitability shouldn’t be only factor for Pizza Hut. They must consider their ethical and social responsibility towards people and they have a close eye on those as well. They try to ensure the best quality and service of their food s before presenting them to their customers which made them unique in the industry. SWOT Analysis The SWOT analysis of Pizza Hut is like below: Strengths †¢ Largest chain restaurant of the world (Griffiths, 2009) 1. As the restaurant spreads in many countries of the world, it can reach a significant number of people in the entire world. As a result, the franchise can serve their products to many nationalities and because of that they have become e trustworthy name among the customers. People of the different parts of the world have different tastes and preferences. Pizza Hut by having so many outlets in different countries is doing that purpose quite successfully. 2. Pizza Hut enjoys the most branches around the globe (100) which the competitors of Pizza Hut aren’t able to do. As a result, the other restaurants can’t reach to people like Pizza Hut does which clearly makes a difference between Pizza Hut and its competitors and Pizza Hut is having the edge. †¢ Has large varieties and types of pizzas and known for its innovative range of pizzas under one roof (Free SWOT Analysis, 2010) 1. Because of having range of pizzas, Pizza Hut has become successful to meet up with the demands of various customers. Even the people from different countries are enjoying the different tastes of pizzas from Pizza Hut. So, the innovations from Pizza Hut are helping the franchise to be more reliable and popular to its customers across the world. 2. The other competitors like Dominos Pizza can’t offer such a variety of pizzas to its customers. As a result, they are lagging behind Pizza Hut on this regard. †¢ Strong marketing tools (Griffiths, 2009) 1. Pizza Hut has many media partners and uses television as a very strong advertising tool. That’s why their advertisements in television become so popular and has a strong impact on the people from the various parts of the world as Pizza Hut keeps the regional differences on their mind. 2. As Pizza Hut uses better marketing and advertisement tools than its competitors, the other companies of same type aren’t matching with Pizza Hut in the same way. †¢ Large market share and loyal customer base (Free SWOT Analysis, 2010) 1. As the market leader Pizza Hut enjoys the most of the profit of the industry and loyal customers encourage them to increase the number of their outlets in the 100 countries they are operating. 2. The competitors are not having as large market share as Pizza Hut has. So, they are lagging in regard of profit. They don’t have as large loyal customers as Pizza Hut as well. Weaknesses †¢ Loyal customers are feeling that the satisfactory level of the pizzas are not like before and it is in the declining process as other franchises are offering something better than that of Pizza Hut (Free SWOT Analysis, 2010) 1. If the trend of the above feeling among the loyal customers continue then the large market share that Pizza Hut is enjoying at present, will be reduced at some point which will lead the loss of market leadership for them. 2. The other players of the industry are coming strongly with new innovative ideas so that they can satisfy the customers in a better way than Pizza Hut which is be the minus point for Pizza Hut. †¢ Internal conflicts within the company regarding the computerization and centralization of processes (Free SWOT Analysis, 2010) 1. Whatever happens the customers seek the ultimate satisfaction and service from a company but because of this problem, they are not getting the desired services they expect from Pizza Hut. This will lead a bad spoken of mouth problem for the company. 2. The whole processes in Pizza Hut is centralized and computerized but those are causing internal conflicts among the franchises in different regions but the other organizations are not reported to have any problem like this. So, this problem will have an adverse effect on the image of the Pizza Hut. Opportunities †¢ Introduction of new fresh pizzas with innovation (The World’s Largest Online Library, 2009) 1. People are now more health conscious than ever. So, introducing the fresh pizzas will be great idea for attracting new customers and to meet their needs. Besides that, innovative pizzas like new flavors and sizes may create appeal to the customers especially to the young customers. 2. The needed time for innovation can be long as there is no time bindings for that but the fresh pizzas can be introduced immediately as it won’t take a lot of time. †¢ Opening new branches in the regions where the demand is increasing (Free SWOT Analysis, 2010) 1. Young generation in the countries like India, Bangladesh and Pakistan is probably the one big opportunity for Pizza Hut to explore. As the popularity of Pizza and other fast foods among these people is increasing day by day, Pizza Hut can use that for their market expansion. 2. As Pizza Hut already having outlets in those countries, the new branch opening won’t take too much time and will increase the profit for the company Threats †¢ Increasing cost of cheese (Griffiths, 2009). 1. The cost increase of cheese will increase of the price of the pizzas. As Pizza Hut tries to give the best taste of pizzas to its customers, it will face problems in doing that. As a result, attracting new customers and retaining the existing customers will be a big challenge for them. 2. As the price is increasing in a slow manner, at present Pizza Hut may not face the problem but in the long run with the increase of price of pizzas, they will feel the pressure. †¢ Threat from other companies and also from the local brands (Free SWOT Analysis, 2010) 1. McDonald already introduced McPizza and Dominos Pizza becoming more and more competitive. So, the competition is getting tougher and tougher day by day. So, customers who seek variety may tend to shift from Pizza Hut and in the process Pizza Hut may loss a significant portion of the existing customers. Also some local brands are trying to provide pizzas of different tastes to the customers in different countries which are alarming for Pizza Hut. 2. The threat of losing customers because of the above reason may arise very quickly. So, Pizza Hut should be aware of the fact. SWOT Matrix. |Strengths: |Opportunities: | | | | |Largest chain restaurant of the world |Loyal customers feel that the satisfactory level of the pizzas | |Large varieties and types of pizzas and known for its innovative |declining | |range of pizzas under one roof |Internal conflicts within the company | |Strong marketing tools | | |Large market share and loyal customer base | | | | | | | | |Weaknesses: |Threats: | | | | |Introduction of new fresh pizzas with innovation |Increasing cost of cheese | |Opening new branches |Threat from other companies | | | | Developing Competitive Advantages. From the SWOT analysis, it is quite clear that in spite of having some weaknesses, Pizza Hut is clearly enjoying some competitive advantages over its competitors. The three stronger points are discussed in the next section: Largest chain restaurant of the world As the restaurant spreads in many countries of the world, it can reach a significant number of people in the entire world. People of the different parts of the world have different tastes and preferences. Pizza Hut by having so many outlets in different countries is doing that purpose quite successfully. Strong marketing tools. Pizza Hut has many media partners and uses television as a very strong advertising tool. That’s why their advertisements in television become so popular and has a strong impact on the people from the various parts of the world. Large market share and loyal customer base As the market leader Pizza Hut enjoys the most of the profit of the industry and loyal customers encourage them to increase the number of their outlets in the 100 countries they are operating. Developing a Strategic Focus Focusing on marketing Among the three competitive advantages, Pizza Hut has the most prominent opportunity to develop a strategic focus on marketing. As the advertising tool of Pizza Hut is very strong they should focus more on this sector. As countries like India, Pakistan and Bangladesh are probable opportunities for Pizza Hut and they are looking to expand their business in these countries, a strong advertisement in the television and other media can be very fruitful for Pizza Hut. (Your file library, 2010). References Free SWOT Analysis. (2010, June 02). Free Online Providerof Quality SWOT Analysis. Retrieved January 20, 2013, from Free SWOT Analysis website: http://www. freeswotanalysis. com Griffiths, M. (2009, December 23). Documents Resources for Small Businesse Professionals. Retrieved January 20, 2013, from Docstoc website: http://www. docstoc. com Pizza Hut Corporation. (2012). About Us: Pizza Hut. Retrieved January 20, 2013, from Piza Hut Web site: http://www. pizzahut. co. uk The World’s Largest Online Library. (2009, March 03). Retrieved January 20, 2013, from Scribd website: http://www. scribd. com Your file library. (2010, May 21). Retrieved January 20, 2013, from Fliiby: http://fliiby. com Pizza Hut Website, Hawaii http://www. pizzahuthawaii. com Financial Statement, Pizza Hut, 2012 http://www. yum. com Financial Statement, Dominos Pizza, 2012 http://www. ft. com.

Depression and Psychosis Essay -- Mental Health

For the purpose of this essay the user group I have decided to focus upon is people who suffer from mental health issues, in particular depression and psychosis. I will firstly talk about the illness and about the client group concerned. I will then discuss different treatments available and how effective communication is essential for the well being of these clients. I will then focus on different theories of communication from a psychology perspective and conclusively will discuss and critically analysis powers imbalances, inequalities and disadvantages. Depression haunts the lives of many. It exists in many forms, takes various guises and has been recognised for many centuries. Over two thousand years ago the Greek physician Hippocrates labelled the illness melancholia. The early thinking surrounding depression especially within the Greek community believed that "depression arouse of the body humour especially black bile." (Gilbert 1994) Early reports of depression can be found in numerous biblical texts. King soleman is believed to have suffered from an evil spirit and dark moods from which he eventually killed himself. " The book of Job is regarded as the work of a depressive." (S.Mangen 82) More recent sufferers include politicians such as Winston Churchill and Abraham Lincon and various other writers and poets such as Thomas Mann and Edgar Allen Poe. So whatever else we may say about depression, it seems that it has been in existence for a very long time. It is not unique to humans and various animal models of depression ha ve been advanced and researched. The type of people who suffer from depression vary and it is not too be stereotyped to the image of a person contained within a mental hospital rocking back... ...eds to be shown at all times and the lead should always be taken from the client. Due to word restrictions within this essay I feel that it is now important to bring together and conclude my findings regarding effective communication and depression. The example of my experience with the psychiatrist was a worse case scenario of communication gone wrong and basically everything that he did needs to be reversed for successful communication to take place. Needless to say when I felt better and was going through an "stable" period I demanded a change of psychiatrist and have since embarked on a university degree. Good communication skills can not however be read about or taught they are something that is practically learnt and the only way in which to monitor them is by being self analysing at all times and receiving feedback from clients and friends.

Planning Theory & Practice Essay

The creation of a whole new type of community, the `virtual community’, has done much to highlight the potential for communities to form beyond the confines of geographic space (Rheingold, 1993). Technological utopians have found community in cyberspace. Largely anecdotal evidence emphasizes the ability of computer networks to connect people across time and space in strong supportive relationships, blindly extending beyond characteristics of ethnicity, religion or national origin. Guilty of Plagiarism  The creation of a new community, which is called a virtual community, has allowed people to live beyond geographic space. Cyberspace is where technological people have found a sense of community. Computers can connect people across time and space no matter what their characteristics (Hampton, 2002). Not Guilty of Plagiarism Keith Hampton (2002), has coined the term â€Å"virtual community† to refer to a place where people can form social groups â€Å"beyond the confines of geographic space† (p. 228). This â€Å"cyberspace† provides a chance for individuals of varying races and religions to meet and interact via computer. Many technologically savvy people now have a place to meet other without having to physically travel (Hampton, 2002). Not Guilty of Plagiarism. Computers have allowed for people to meet those of other nationalities and cultures worlds away from one another through the computer. The networking capabilities of computers allow for people to build social groups, or communities, in cyberspace rather than in person. An ocean or a mountain will no longer be able to keep these technologically savvy pioneers apart (Hampton, 2002).

Minimum Wage Should Be Paid - 2347 Words

In todays back and forth economy it has become increasingly more difficult for a person to support a family, much less themselves, solely on the income from a minimum wage job. With federal minimum wage sitting just over seven dollars an hour, those tasked with budgeting these kind of meager earnings have begun to question why they dont deserve more pay. Some states have their own laws with discretion over minimum wage pay, and 29 states and DC all currently have minimum wage standards higher than the federal standard, but not necessarily by much. Those working labor jobs, where minimum wage is the compensation they receive for their time and energy, are struggling to afford such basic necessities as housing and food, even when they work†¦show more content†¦Is it fair to raise the minimum wage for those who are less skilled and not as educated just because they need to earn more money? If we raised the minimum wage to $15 an hour a chain like Mcdonalds would likely not be a ffected by it and would likely not have to cut employees. However, if a small business now has to pay each employee a minimum of $15 an hour do you think they would be able to keep all of those employees? It is unlikely that they would be able to keep all of their employees and it would be much harder to keep the job and it would then become more competitive to even get the job ..so getting the experience you need to grow in a job would be harder because the chances of you getting hired would be less. The job market would be more competitive for smaller businesses and easier for large chain restaurants.. but not everyone wants to work for a chain like mcdonald s. However, it will increase consumer purchasing and have less of an employee turnover because those who got their jobs are less likely to leave it with such a competitive market. Raising minimum wage would be beneficial to middle-class people but would it actually help our economy? â€Å"The total U.S. labor force was rough ly 158.7 million. About 47%, or 75.3 million workers, were paid an hourly wage. Of all hourly workers about 4.7%, or 3.54 million, earned a wage equal to or below the minimum wage. If everyone of these workers received an increase to $15 per hour, the total wage earned by this

Revenge By William Shakespeare s Hamlet - 914 Words

Revenge = Happiness Can revenge really bring happiness? Harming and getting back at someone for upsetting you or â€Å"doing you wrong†. It’s the ultimate win, right? Wrong. Revenge is an irrepressible craving that devours the mind and creates a never ending cycle of pain and grief. â€Å"But isn’t it said that revenge is sweet?† says nearly every person in modern day society. Wrong again. We’re obsessed with the belief that revenge is what solves the issue, when in reality; it’s only ridding you of your morals and bringing yourself to their level. Media, movies and music ensure that getting that last bit of â€Å"sweet† vengeance is what settles the difference. But what happens afterwards? Eternal happiness? An amazing life knowing that you took that last swing, that last act of spite that ensures your health, sanity, and morality, right? After reading and analyzing Shakespeare’s infamous play, Hamlet, it turns out that there’s more to rev enge than just the immediate benefits that are reaped. It’s a play that revolves around Prince Hamlet’s ultimate revenge against his uncle and new King, Claudius, for his father, the late King Hamlet. When King Hamlet’s ghost appears in front of Hamlet, he initiates the thirst for revenge. So art thou to revenge, when thou shalt hear-- Act 1:Scene 5 This leads to Hamlet’s demise and temporary insanity. Although Hamlet’s beliefs in heaven and hell, sin and morality, and God and the Devil are strong, he is ultimately overcome by evil. His thirst forShow MoreRelatedWilliam Shakespeare s Hamlet s Revenge1725 Words   |  7 Pages Thesis: Shakespeare s portrayal of Hamlet s revenge is not a worthy journey because he never finds his self worth, distracted between what will exemplify his purpose, and what will make him a failure in the memory of Denmark. 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The Effects Of Afrique Engagee On Africa - 1083 Words

The term â€Å"Afrique Engagà ©e† is generally a dynamic of the impacts of other continents and countries outside of Africa that played a big role in the Atlantic Slave trade and in the long run caused Africa to have a huge delay in it’s development. This concept includes exports of slaves by sex and age, prices of exports, changes in quantity of slaves, and the products/resources that were big in trade. Afrique Engagà ©e caused Europe to have so much power and success over Africa based on Africa’s goods and people. Emergent Africa, which includes the issue of Africa was just an effect of Afrique Engagà ©e. Population in Africa decreased at astonishing amounts due to the slave trade between Europe and Africa. The population decrease was not just due to slave trade which some African kings were said to have agreed to but Europeans would come into Africa and capture citizens forcefully. Historian Patrick Manning, makes the claim that â€Å"the coastal exports of young adult slaves, twice as many men as women, tended to transform the structure of the population and the organization of society†. Manning believes that if Europe didn’t take so much of the people of Africa, Africa could have been sufficient enough to support itself in advances. Walter Rodney, another historian that sides with Manning notes that â€Å"Europeans obtained slaves by trading rather than raiding† (Northrup, 89). The used violence, such as, warfare, trickery, banditry, and kidnapping to force these people out of there homes

Coefficient and Accounting Conservatism

Question: Discuss about the Coefficient and Accounting Conservatism. Answer: Introduction Positive accounting theory is a major concept discussed by Watts and Zimmerman. The article by Paul considers positive accounting in a research program whose primary objective is to develop a causal explanation of the human behavior in various accounting setting. This paper has five sections, namely: the summary of the article, the research question, the theoretical framework, the significance and limitations of the report, and a conclusion. The brief focuses on the articles main argument, its aims, its findings, its theoretical arguments, and contribution. The research question identifies the articles hypotheses, discusses its value in a wider research project, and explains whether and how it has deviated from the review.The theoretical framework identifies and discusses the theoretical substance of this investigation that leads to the research question. This research paper also discussed the limitations of the theory and methodology used, whether Paul acknowledged them, whether he drew theoretical conclusions from the research that would be justified by the method used and how the limitations influences the aim of the article and the contribution it makes to the positive accounting. Summary of the Article In this article, Paul examines the positive approach that has applied to accounting research. He acknowledges the fact that positive accounting research is part of a wider scientific research, which helps one to understand the cause and effect relationships. For instance, people would use accounting to understand why a particular decision was made and what impact the decision will have on the company. Paul also tends to expose the deficiencies in the way positive accounting research is done, which would prevent it from making a meaningful contribution to the wider project. He examines this concept by looking at the auditing literature. The main aims of this critique are to determine the cause and effect relationships of positive accounting research, to examine the positive approach that has applied to accounting research, and to identify and expose the deficiencies in the auditing literature. My findings are that events have a cause-effect relationship, which is beyond an individual' s control. I also found out that one can find information about these developments through observation as human minds act as a mental model and therefore maps the causal processes in their minds. The contribution of this critique is to explain more about positive accounting research. Research Questions The article has four main hypotheses. The first theory acknowledges that there exists a world, which is not in our imagination. This implies that we did not make them up, and they are not subject to the control of our desires, which is based on the stoicism and the Epicureanism philosophy . For example, how an accounting transaction may occur or how an audit opinion may be is nothing beyond our control but we should accept the outcomes as they are. This hypothesis has not flawed from the literature review, as various philosophies would agree that the world is subject to what we can control and what we cannot control. The second hypothesis as considered by Paul acknowledges that have causes which are part of the world that is, they are not random are because of something beyond our control and intervention. This implies that the events that happen are caused by something that human beings cannot control. This hypothesis has not flawed the literature review as stated by various stoicism and the Epicureanism philosophy as every decision that has been made by firms has been caused by some action that they can control, or that is past their control. The third hypothesis acknowledges that it is possible for people to obtain reliable information and facts about events in that imaginary world by the use of observation. This, however, does not imply that one will not be mistaken in his or her observations, only that the remarks are not entirely unconnected to the imaginary world. This hypothesis has also not deviated from the literature review, as through observation, one can be able to obtain the necessary information. The final hypothesis acknowledges that the aim of the inquiry is to use the observations to improve the understanding of the imaginary world that is what caused the events in that world. Here, Paul explains that human beings seek mental models, which map the processes that that world. Theoretical Framework Paul in his article in his research found out that events are caused by the control of non-worldly beings such as gods and spirits. However, he did not come to a conclusion which beings are responsible for what happens in the world. Anaximander of Miletus was the first person to argue that the world was driven by what is under our control rather than supernatural causes that is what is not in our control. The sophists had a distinct view. For example, Gorgias, a sophist, argued that nothing exists; if it existed, then a person would know of it, and if someone knew of it, he could not communicate it. Apparently, the sophists had a different view from what Paul was arguing. The hypotheses stated by Paul are consistent with the religious belief in that the notion that the world might be rationally comprehensible has gained real traction in the last few centuries. According to Paul, a Being created the world under some causal rules. However, if that Being controls the world to change the results for the advantage of His followers, then this inquiry will fail when it comes into contact with events, which are inconsistent with the usual causative rules. The intellectual program that Paul describes is the scientific research agenda in accounting known as positive research. In his article, Paul explores how the scientific research program is being applied in accounting and suggests that it has been ineffectively implemented. The accounting phenomena as studied by the scientific program are caused by rational self-interest among parties who form either an express or an implied contract. This encompasses the accounting choices by managers, reporting and pricing decisions by the auditors, decisions that involve setting of standards by regulators and politicians, as well as expert advice in various institutions. These areas state that decisions made by various people such as managers, auditors, regulators, institutions and politicians have a causal and effect relationship. Various literatures also attempts to determine the information of accounting used by shareholders in their decisions that led to the development of internal controls in uprising corporations, that is, what caused to the adoption of those systems. These scientific approaches assume that human beings are rational regarding the positive accounting theory. Some research, therefore, discuss the behavior in these settings without assuming the behavior of individuals. For example, how auditors make their judgments or give a qualified or unqualified opinion, how managers use to conduct a performance evaluation, how the different ways used to present accounting information affect the ability of users to absorb it, and how those managers persist in a decision that they have mistaken and wrongly given despite accounting feedback showing their mistake. He concludes by saying that any investigation that tries to understand the causes of an accounting phenomenon qualifies to be called positive accounting or scientific research accounting research. The Significance and Limitations of the Article The importance of this article is that it explains more about the positive accounting research in that it explains the resultant of a decision such as the cause and effect relationship of events. Despite, it has some limitations. They include the casual construction of theoretical models to be tested, a lack of interest in the parameters, undue reliance on the logic of the research question or hypothesis testing, insufficient replication, and the using theories to examine the qualitative data rather than as explanations. This means that Paul has successfully acknowledged these limitations in his article. He concludes by offering several suggestions for positive research. First, one needs better theoretical models. He states the current models are highly specified and highly vulnerable. Second, better measurements need to be used so that theoretical models can be rigorously tested. For instance, if a measure of audit has been found to be reliable, it should be used in all new studies. Third, focus should be shifted away from the testing of hypotheses to parameters estimation. The main aim would be to compare the confidence intervals of the parameters with their predictions and determine whether the result is statistically significant. Fourth, Paul discovered that data should be archived to record measurements of important aspects. Finally, he determined that there is a need for a wide replication to be able to determine whether the conclusions made are valid, if the measurements made accurate, and to explore the applicability of the research findings. These theoretical conclusions are therefore justified from the methodology. Positive accounting research has a positive contribution to offer to the accounting discipline. However, its main findings comprise statistically significant but uninterruptable coefficients. The applicability of this positive research, therefore, is assumed rather than evidenced. This implies that since the results have not been tested, positive accounting research has minimal contribution, if any, to the accounting discipline. Conclusions In conclusion, Paul study was mainly about the positive accounting research. His aim of publishing the article was to assert that decisions made a causal and effect analysis and those they are caused by factors that are not in our control. For instance, the fact that an auditor may give a qualified opinion is not beyond the company's control. He also came to a conclusion that one can gain the required information through observation. Finally, my critique has an impact in that it has enabled me to understand the concept of positive accounting research and the cause-effect relationship of events. References Ball, "Accounting informs investors and earnings management is rife: Two questionable beliefs,"Accounting Horizons27, no. 4, 2013, P.847-853. Retrieved on 13 December 2016. Ball, S. P. Kothari, V.N. Valeri, "Econometrics of the Basu asymmetric timeliness coefficient and accounting conservatism,"Journal of Accounting Research51, no. 5, 2013, P.1071-1097. 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