Site Contamination - Derby Pride Park Research Paper

Site Contamination - Derby Pride Park - Research Paper Example The paper tells that soil pollution is a very critical health related issue. Both soil pollution and groundwater pollution adversely affect the health of humans, plants, and marine life. â€Å"Soil contamination can also affect those who touch it†. If we talk about groundwater pollution, we can say that it is even more dangerous because it directly affects human as well as marine life. Discharged water contains such substances, which are very harmful for the health of human beings. Before going to propose a site decontamination plan for the Derby Pride Park, let us get a brief overview of sources of contamination and some methods to decontaminate the polluted sites. There are various sources of contamination production. These sources include food, dietary supplements which are very rare, drugs, industrial discharge from chemical industries, pesticides that come from farming areas, and various detergents and fertilizers. â€Å"The potable water becomes wastewater after it gets contaminated with natural or synthetic microbiological compounds†. Groundwater from the neighboring fields is also a source of contamination. â€Å"Groundwater moves slowly and continuously through the open spaces in soil and rock†. Another major source of contamination is those chemical processes, which are used to take out the required minerals from rocks because raw material containing the minerals is often stored in impure and contaminated surfaces, which results in contamination of minerals. So it is strictly advised to keep the surfaces clean on which the raw material is to be placed. Remediation Remediation means decontamination of the polluted sites. The process of

Jane Eyre Essay Example for Free

Jane Eyre Essay The novel Jane Eyre was originally published in London, England in 1847 by Smith, Elder Co. The early editions of the novel were given the subtitle An Autobiography and named Currer Bell as the editor, not the author. The subtitle was dropped in subsequent editions of the novel. During the days when the novel was published, it was popularly believed that men and women had different duties and responsibilities. Women were encouraged to be devoted and submissive to their husbands. The ideal woman was passive, charming, self-sacrificing and pure. Jane Eyre and other works of the Charlotte and her sisters were centred around the lives of protagonists who did not conform to these societal ideals. Thus, in order to hide their true identities and genders, the three Bronte sisters published their works under pseudonyms. These were Acton Bell (Anne Bronte), Ellis Bell (Emily Bronte) and Currer Bell (Charlotte Bronte). Despite its immediate popularity, Jane Eyre was condemned by its earliest critics as anti-Christian. These negative reviews can be attributed to the generally rebellious tone of the novel. Through the description of the protagonist’s life, including those related to her social status and matters of the heart, the reader is presented with several social and political issues. The novel questions society’s view of women, the importance of the arts and the basis of a solid marriage. Based on the standards of the society in the days when the novel was first published, Jane Eyre as a character lead an immoral life. Jane fell in love and lusted after a married man, was proposed to by her cousin, and describes a clergymen as hypocritical and greedy. The novel is written in such a manner that the reader empathizes with Jane, and in doing so, leads the reader to question his or her beliefs. The novel is also explicitly anti-Christian in that Jane questions the existence and importance of God. During her days at Lowood, Jane’s close friend, Helen Burns contracts tuberculosis. On her deathbed, Helen calmly reassures Jane that by dying young, she is escaping great sufferings, and will go to God. Jane remains sceptical, and asks, â€Å"Where is God? What is God? † In the same conversation, Jane questions the existence of heaven and the ability of people to enter it. Using contemporary standards, these questions might be considered by some to be normal and even healthy. However, in the context of the society during the time when the novel was first published, such comments would have been considered as blasphemous and grossly immoral. Critics who believed that the novel was in fact an autobiography were correct. Although the life of the character Jane Eyre is not identical to that of the author Charlotte Bronte, there are obvious parallels. For example, while attending Lowood School, one of Jane’s closest friends dies of consumption. Similarly, while attending school at Cowan Bridge, Jane’s sisters died of the same illness. This coincidence drew comparisons between the fictional headmaster of Lowood whom Jane denounces as insincere and deceitful, and Charlotte’s own former headmaster who ran Cowan Bridge. Another parallel can be drawn between the character of John Reed and Charlotte’s brother Branwell, because both men suffered from alcoholism. Perhaps the most obvious similarity between the novel and the author’s life is the fact that both Jane and Charlotte were governesses. In accepting Jane Eyre as the true adventures of its heroine and by branding the novel as anti-Christian, early critics were correct. Due to similarities in the personal life of Charlotte Bronte and the experiences of Jane Eyre, it can be inferred that the novel is an autobiography. Based on the standards of society during the time it was first published, the rebellious tone and the manner in which the novel questioned respected social institutions, the novel can be considered as anti-Christian.

Castles Essay -- essays research papers fc

Castles   Ã‚  Ã‚  Ã‚  Ã‚  In medieval times, castles served as the home and fortress of a monarch or noble. The earliest castles were built from earth and wood. By the 12th century, most castles were built from stone. The stones came from local mines or quarries if possible, but sometimes they had to be carried long distances by water or on ox wagons. The roofs of castles were covered with slates, clay tiles, or wooden shingles.   Ã‚  Ã‚  Ã‚  Ã‚  Castles were built on steep hill sides or at the top of rocky cliffs. This was for protection from attackers. It made it harder for them to reach the castle.   Ã‚  Ã‚  Ã‚  Ã‚  Castles also had additional purposes. They sometimes served as barracks, prisons, storehouses, armories, treasure houses, and the center for local government. Castles sometimes had brewhouses, a laundry a huge bakers oven, workshops, dovecotes, and stables (MacDonald, p.12)   Ã‚  Ã‚  Ã‚  Ã‚  Castle walls surrounded the entire castle and were usually several meters thick. They usually had 3 layers: a rough stone inner shell, a thick, solid filling of flint and rubble, and an outer layer of stone called ashlar. (MacDonald, p.8) There was usually a walkway along the top of the walls so guards could keep watch. Some castle walls had spaces at the top called embrassures, which allowed archers to shoot with the protection of the wall. These openings also permitted stones or boiling water to be thrown down on the enem...

The Brief Wondrous

To experience passionate feelings for the first time is invigorating, maybe on the grounds that it increases to a startling level of self-change. We're all impacted by our loved ones, however a few of us all the more so. Evident in the novel, The Brief Wondrous Life of Oscar Wao, there are some people in the world who have extreme attachment and stress-related anxiety with being left alone, also known as Oscar in the story, ask themself of their own happiness. When the author, Junot Diaz, writes about self-growth throughout the novel, he explained that sometimes self-development can force you towards unfortunate propensities, making you more on edge, and even confused. In entering a relationship, there's a possibility that you might turn into someone you might not wish to become; which often causes individuals to make illogical decisions that configures their lives, in this case, Oscar being the individual making irrational decisions. Oscar had girlfriends as early as the age of seven, he was dating two girls from his school both Maritza Chacon and Olga Polanca at the same time. In spite of the three way relationship between the young lovers being an actual thing, it only lasted for a week. One day after school, Maritza wanted to face reality and confronted Oscar saying, â€Å"It's either her or me!†(Page14,Chapter1), Oscar being the player that he was with his Dominican Republic blood at age seven, wanted to share, having the best of both worlds, but Maritza wasn't accepting any of Oscar's nonsense. Maritza was different from the other girls Oscar had interacted with. She was beautiful and easy going with the guys, while the other girlfriend, Olga was unattractive and quiet. So it was pretty easy for Oscar to choose who to be with, Maritza. Only to be dumped not even a week after Oscar had dumped Olga! Oscar was doleful. So heartbroken to the fact that, he did not interact with another girl for years. After the whole situation of being dumped by Maritza, over the next couple of years Oscar became depressed, leaning towards food for comfort, in the end leading him to obesity, and when he got into the stage of early adolescence no one could really call him that cute little Dominican Republic boy anymore. Oscar got uncomfortable with his overweight body and no longer could go anywhere near girls, because they always â€Å"shrieked and called him gordo asqueroso.†(Page17,Chapter1). However, Oscar had become so desperate that if a girl talked to him for even a split second, he would fall in love with her. He â€Å"became a social introvert†(Page22,Chapter1), not having many friends throughout high school. â€Å"[Oscar's] affection-that gravitational mass of love, fear, longing, desire, and lust that he directed at any and every girl in the vicinity without regard to looks, age, or availability-broke his heart each and every day.†(Page23,Chapter1). As a result, he became very unwoeful with his life, abusing himself not only mentally but physically by lowering his self-esteem and self-confidence. As it came towards Oscar's Senior Year, â€Å"Oscar fell in love with a girl in his SAT prep class.†(Page33,Chapter1), Ana. Ana was a conversationalist, and in Oscar's perspective â€Å"[Ana] had beautiful Carribean-girl eyes†(Page34,Chapter1). She was a bit strange compared to the other girls, yet good-looking, making Oscar fall head over heels in love with her. Until one day she talked about her ex-boyfriend, Manny. Although things were going well between Ana and Oscar, the thought of Ana talking about Manny kept roaming in the back of his mind, pestering him.- â€Å"My parents loved Manny. My mom used to cook dinner for him all the time.†(Page35,Chapter1) Oscar liked Ana, but it didn't seem that Ana had the same feelings. Poor Oscar. When Ana had told Oscar that she and Manny were dating again, his heart got broken once more. Although this isn't the last time Oscar gets his heart broken, it sure is a starting point to deep, dark thoughts. As we read about Oscar's life in the novel, we can identify that due to the strong impression from Oscar's surroundings, he believed that a person needed to be loved, naturally he received stress from not succeeding, and in the end lost touch with reality. With peer pressure of having been told to lose his virginity more than several times, he became desperate, wanting to prove to himself that he too, can get a girl and be happy with life. However, due to the fact that Oscar couldn't really succeed in that area of expertise, it led him to numerous accounts of attempted suicide and eventually death.

Choose a Favorite Food, and Write a How-to Essay Explaining

In this project I learn that Alfredo sauce can be used for a verity of recipes and meals. Alfredo sauce can be used in pasta, chicken, and maybe you can mix some vinegar into Alfredo and make a dressing out of it for salads. I also learned how to cook pasta with Alfredo and chicken and make my own things with Alfredo. I definitely can say that I can cook with Alfredo. You know if you think of it cooking with Alfredo is not that hard to make. You can cook some chicken and put Alfredo on it. You can boil pasta and put some Alfredo on it. Also you can make a pizza or enchiladas and put some Alfredo on it.Has you can see Alfredo can be has a dressing for a whole much of things. In this project I also had to make myself a resume. That was the first time I made myself one and I did it by myself it wasn’t made. So I can make me a resume anytime for future needs. Making my resume meant I had to know all of my skills and objective and things like that. For me that was really good to kn ow how to do it at my age. So I can do it in the future when a job I want to do wants a resume. In the first part of the project we had to actually cook our chosen recipes.That was some experiment for me because I got the chance to cook something for my family instead of eggs and pancakes or something like that. So that was really fun for me. In the second part we just had to pick random recipes. When I was doing that I saw, like I said in the beginning, a lot of meals with Alfredo sauce in it. So that was something to know about, seeing a lot of recipes I didn’t even know Alfredo can be used for. Like one recipe it was like chicken wrap in with ham and cheese and Alfredo on top of it. That meal I had the chance of doing it and tasting it.SO when I decided to make it I thought it was weird. I never thought that could be thought of to make and the taste was really good that I still do it today sometimes when I cook for my family. Well the way I did it was good. I followed the directions but the taste might have been different then mine, but mine was still good and sometimes I add a little things to it and make it better. Well that recipe was good and one I never would of that Alfredo would be in it. This is probably the things I learned during the time I did the project.

IPLU1 Personal Reflective Report The WritePass Journal

IPLU1 Personal Reflective Report Introduction IPLU1 Personal Reflective Report IntroductionRole and functions of a teamIndividual role and my contribution to the teamConclusionReferencesRelated Introduction Interprofessional learning (IPL) is designed to promote teamwork between members of different disciplines. In order to provide the best care for patients, individuals from different areas of healthcare (e.g. a physiotherapist and a social worker) will collaborate during treatment (Parsell Bligh, 1998). The two main objectives are to promote an understanding of the roles of other healthcare professionals and to develop teamworking skills. In a time when the roles of healthcare workers are less defined, ILP can be an important way to efficiently care for patients (Parsell Bligh, 1998). The aims of this assignment will be to look at teamwork (in theory and first-hand) and to evaluate my strengths/weaknesses within the group. A team activity was devised involving a Top Trumps-style card game where healthcare statistics of cities across the UK were used to display the inequality of health/social care provisions across the UK. A role playing presentation was used to show how professional collaboration could be used in treating patients. Role and functions of a team We set about the three stages of building the team, catering to individual needs and achieving the task (Adair, 1986). Whilst building the team, we considered factors such as roles within the group, motivation, and the most effective way to communicate. Four stages of building a team from individuals have been identified (Tuckman, 1965): 1) Forming (enthusiasm, ambition and anxiety concerning our roles within the group. 2) Storming (conflicts can arise). 3) Norming (resolution of conflicts and a clearer vision). 4) Performing (clarity of roles within the team). Examples of each of these stages were seen during the first week; however I feel that we quickly began to work as a team. We progressed by using ‘ice-breaking’ sessions to get to know each other (including electronic WIKI sessions on Skype), by discussing our knowledge of IPL and setting ground rules for the team. Discussing the individual needs within the team we considered particular strengths of individuals, wh ich allowed us to assign individual tasks. I represented my own area of study and took on the role of an occupational therapist. Whilst discussing how to achieve the tasks we ensured that they were clearly defined and allocated sub-tasks accordingly. We ensured that tasks could be done to the appropriate standard within the timeframe and checked progress of tasks against the plan, making adjustments along the way if necessary. Individual role and my contribution to the team We identified three roles were necessary in the team: leader, thinker and achiever. The leader should ensure motivation and clarity on the tasks, the thinker should collect and analyse information about the task and the achiever might ensure that work is done to an acceptable standard. I was chosen as the thinker within the group. My role was to decide the game for the first activity and to research the necessary data for this game. I decided to use a version of the card game Top Trumps, where statistics such as life expectancy and infant deaths from cities across the UK were played against each other. In this way inequalities in healthcare between cities could be quickly discovered. In particular we highlighted the differences in healthcare provisions between rural and urban areas, using Newcastle and Portsmouth as examples. During week 2, we demonstrated how IPL can be used for the benefit of a patient with a role playing activity. Here we planned treatment for a patient who had su ffered injuries during a suspected suicide attempt. Members of the team from different healthcare disciplines met to discuss the best course of treatment. As an Occupational Therapist I proposed treatments such as range of motion exercises and injury support. Medical treatment was also offered by team members from other healthcare disciplines whilst others were able to offer social care advice regarding the suicide attempt. A Peer Assessment was then carried out on each team member. My time management was described as reliable and punctual, although perhaps I could develop my skills at prioritising tasks. Within the group I was found to accept my fair share of the work and provide constructive criticism where necessary. My communication skills were also praised; however perhaps I listened too often when I could have been leading a discussion. Conclusion IPL is an effective way of encouraging teamwork with people from other disciplines and in a healthcare capacity can be of great benefit. During this exercise we learned how to build a team, identify individual needs, and use teamwork as the foundation to achieve a task. Using knowledge of (In)equality in healthcare we completed a game activity that demonstrated this theory in practice, whilst the role playing presentation displayed fundamentals of the IPL process. In doing so we saw the effectiveness that interprofessional learning and work can have for the treatment of patients in an increasingly complicated healthcare system. References Parsell, G., Bligh, J. (1998) ‘Interprofessional Learning’, Postgraduate medical journal, 74, pp89-95 Adair, John (1986) Effective Team Building, Aldershot, Gower. Tuckman, B.W. (1965) Developmental sequence in small groups, Psychological Bulletin, 63 pp.384-99

Take These 6 Steps to Become a Travel Nurse -The JobNetwork

Take These 6 Steps to Become a Travel Nurse -The JobNetwork If you love the idea of supplying patients with quality medical assistance but aren’t crazy about working in the same environment every day, then you may want to consider becoming a travel nurse. Travel nurses work at temporary jobs in locations all over the country, usually for periods of a dozen weeks or so. Since being a travel nurse comes with its own particular set of challenges, you may need some extra direction when pursuing this particular career. Here are some tips that should help you achieve your goal of becoming a travel nurse.1. Become a registered nurse.To become a travel nurse, you must first become a nurse. That means you have to graduate high school or get your GED, complete an accredited nursing program at the college level, and pass the National Council Licensure Examination (NCLEX). Some hospitals might also require a Bachelor of Science in Nursing (BSN), and if its relevant to your area of specialization, Basic Life Support (BLS) or Advanced Cardiac Life S upport (ACLS) certification. Before becoming a travel nurse, you also need a minimum of one year of specialized nursing experience. For travel nurses, those specializations include ER, PEDS, TELE, and Home Health. If ICU or OB is your area of specialization, you may need more than one year of experience.2. Consider your goals.In what kind of environment do you want to work? To where do you want to travel? You should consider such goals to pin down your ideal position since all travel-nursing agencies are different. You must also think the salary and benefits you expect to earn. Since moving around is involved in your work, such benefits as housing, travel stipends, and rental cars might be considerations along with more standard benefits such as medical and 401k packages. Make a list of your ideals so you know what to look for when viewing job listings and deciding where to apply.4. Compare agencies to find the one for you.Travel nurses get jobs through agencies, and all agencies ar e different. If you have specific goals, you will want to find an agency most in line with your particular ones. Consider these agency’s online ratings as well. A great online tool is BluePipes, which is like LinkedIn for healthcare professionals. If you know trustworthy travel nurses, perhaps they can refer you to a quality agency.5. Prepare your paperwork.There’s quite a bit of paperwork involved in securing a travel nurse position. An application, skills checklist, and clinical references will be included in your submission profile. Your nursing agency will provide you with these documents and expect you to complete them. However, if you use BluePipes to prepare your submission profile, you may not have to fill out a new one every time you visit a new agency. Also be sure to have all required licenses and certifications, as well as recently obtained medical records, in order.6. Establish a tax home.In order to qualify as a travel nurse with tax-free stipends, you wi ll have to establish and maintain a â€Å"tax home.† In order to qualify, you must work far enough away to have to stay overnight in a place other than your residence when working. You must fill out a form to qualify for tax-free stipends. The good news is that even if you fail to qualify for tax-free stipends, you can still work as a travel nurse.

History of Multilateralism in Foreign Policy

History of Multilateralism in Foreign Policy Multilateralism is diplomatic term that refers to cooperation among several nations. President Barack Obama has made multilateralism a central element of U.S. foreign policy under his administration. Given the global nature of multilateralism, multilateral policies are diplomatically intensive but offer the potential for great payoffs. History of U.S. Multilateralism Multilateralism is largely a post-World War II element of U.S. foreign policy. Such cornerstone U.S. policies as the Monroe Doctrine (1823) and the Roosevelt Corollary to the Monroe Doctrine (1903) were unilateral. That is, the United States issued the policies without the help, consent, or cooperation of other nations. American involvement in World War I, while it would seem to be a multilateral alliance with Great Britain and France, was in fact a unilateral venture. The U.S. declared war against Germany in 1917, almost three years after the war began in Europe; it cooperated with Great Britain and France simply because they had a common enemy; aside from combating the German spring offensive of 1918, it refused to follow the alliances old style of trench fighting; and, when the war ended, the U.S. negotiated a separate peace with Germany. When President Woodrow Wilson proposed a truly multilateral organization - The League of Nations - to prevent another such war, Americans refused to join. It smacked too much of the European alliance systems that had triggered World War I in the first place. The U.S. also stayed out of the World Court, a mediating organization with no real diplomatic weight. Only World War II pulled the U.S. toward multilateralism. It worked with Great Britain, the Free French, the Soviet Union, China and others in a real, cooperative alliance. At the end of the war, the U.S. became involved in a flurry of multilateral diplomatic, economic, and humanitarian activity. The U.S. joined the wars victors in the creation of: The World Bank and the International Monetary Fund, 1944The United Nations (UN), 1945The World Health Organization (WHO), 1948 The U.S. and its Western allies also created the North Atlantic Treaty Organization (NATO) in 1949. While NATO still exists, it originated as a military alliance to throw back any Soviet incursion into western Europe. The U.S. followed that up with the Southeast Asia Treaty Organization (SEATO) and the Organization of American States (OAS). Although the OAS has major economic, humanitarian, and cultural aspects, both it and SEATO began as organizations through which the U.S. could prevent communism from infiltrating those regions. Uneasy Balance with Military Affairs SEATO and the OAS were technically multilateral groups. However, Americas political dominance of them tilted them toward unilateralism. Indeed, much of American Cold War policies - which revolved around containment of communism - tended in that direction. The United States entered the Korean War in the summer of 1950 with a United Nations mandate to push back a communist invasion of South Korea. Even so, the United States dominated the 930,000-man UN force: it supplied 302,000 men outright, and it outfitted, equipped, and trained the 590,000 South Koreans involved. Fifteen other countries provided the rest of the manpower. American involvement in Vietnam, coming without a UN mandate, was entirely unilateral. Both U.S. ventures in Iraq - the Persian Gulf War of 1991 and the Iraqi War that began in 2003 - had the multilateral backing of the UN and the involvement of coalition troops. However, the United States supplied the majority of troops and equipment during both wars. Regardless of label, both ventures have the appearance and feel of unilateralism. Risk Vs. Success Unilateralism, obviously, is easy - a country does what it wants. Bilateralism - policies enacted by two parties - are also relatively easy. Simple negotiations reveal what each party wants and does not want. They can quickly resolve differences and move ahead with policy. Multilateralism, however, is complicated. It must consider the diplomatic needs of many nations. Multilateralism is much like trying to arrive at a decision in a committee at work, or perhaps working on an assignment in a group in a college class. Inevitably arguments, divergent goals, and cliques can derail the process. But when the whole succeeds, the results can be amazing. The Open Government Partnership A proponent of multilateralism, President Obama has initiated two new U.S.-led multilateral initiatives. The first is the Open Government Partnership. The Open Government Partnership (OGP) seeks to secure transparent government functioning around the globe. Its declaration proclaims the OGP is committed to the principles enshrined in the Universal Declaration of Human Rights, the UN Convention against Corruption, and other applicable international instruments related to human rights and good governance. The OGP wants to: Increase accessibility to governmental information,Support non-discriminatory civic participation in governmentPromote professional integrity within governmentsUse technology to promote openness and accountability of governments. Eight nations now belong to the OGP. They are the United States, United Kingdom, South Africa, the Philippines, Norway, Mexico, Indonesia, and Brazil. Global Counterterrorism Forum The second of Obamas recent multilateral initiatives is the Global Counterterrorism Forum. The forum is essentially a place where states practicing counterterrorism can convene to share information and practices. Announcing the forum on September 22, 2011, U.S. Secretary of State Hillary Clinton said, We need a dedicated global venue to regularly convene key counterterrorism policy makers and practitioners from around the world. We need a place where we can identify essential priorities, devise solutions, and chart a path to implementation of best practices. The forum has set four major goals in addition to sharing information. Those are: Discover how to develop justice systems rooted in the rule of law but effective against terrorism.Find cooperative ways to globally understand the radicalization of ideals, terrorist recruitment.Find ways to strengthen weaknesses - such as border security - that terrorists exploit.Ensure dynamic, strategic thinking and action about counterterrorism efforts.

Judaism Research Paper Example | Topics and Well Written Essays - 1250 words

Judaism - Research Paper Example It would not be an exaggeration to point out that the human civilization possesses a considerable number of peculiarities that make it a rather unique formation. Indeed, while it is quite easy to point out things like generating verbal interaction, there is not doubt that they reflect only superficial differences. On a much deeper level the mankind might be defined by other aspect, one of which is highly developed spiritual world. This paper will analyze a particular religion, namely Judaism, focusing on different its elements. First of all, it would be rather advantageous to provide a general description of this spiritual tradition. Thus, Judaism, may be viewed in different aspects which does not make it a religion in a strict sense of the word. On the one hand, it is a set of philosophic as well as ethical principles that might be adopted by a person who considers them to be correct (the religious aspect of it); on the other hand, it is closely connected to the development of the Jews as a nation, making it an irreplaceable part of their lifestyle and national identity (the ethnic aspect). Judaism is a monotheistic religion that belongs to the group of the so called Abrahamic religions (Hughes 11). It may quite important to point out the sacred texts that Judaism is based on.

Family nursing diagnoses Essay Example | Topics and Well Written Essays - 1000 words

Family nursing diagnoses - Essay Example The X family united 10 years ago through a family friend. The blended family also lives with JK’s brother who assisted her in parenting the two kids (PT and MM). The two parents in X family hold various positions in the society as JK is a social worker while ST is a retired serviceman. The children in X family have an age difference of 3 years with close bounds to JK who is the mother. MM is a first born girl in the family who helps the family meet the daily needs by working at a local restaurant. PT is a second born boy child who studies at a local college within the environments of the X family. The family’s description is a closely related association as every family member works towards improving the family life. Jean Watson’s theory focuses on the holistic provision of human caring services related to a given public. The defining pillars of the theory focus majorly on caring transactions based on caring relationship that is effective for public health. As such, the patient care is of central focus defining the relationship between a member of a given society and the medical practitioner specifically the nurse. Human services are of significance under Jean Watson’s theory due to the elaborated action plan of public health contentment. The theory also is noteworthy in public health due to the specifications on personal health by the nursing professionals. The interaction segment provides moral support to the patients within various aspects of life. The story sharing structure is a significant provision for the community health programs (Schnabel et al., 2014). Jean Watson’s theory identifies the significance of enhancing a patient to nurse relationship based on optimal re sults. The possible nursing diagnoses for family X include a stress tolerance program. The suggested program is effective in dealing with post-trauma complications that could arise from the family

The Relation Between the Embouchure and Flute Playing Essay

The Relation Between the Embouchure and Flute Playing - Essay Example Practical experiments are inevitable in order to determine the best possible sound producing angle. The flute is quite a small instrument and hence it does not require much air to play. Other wind instruments like woodwinds and brass make their sounds in a way that a certain back pressure is exerted by the instruments and the embouchures. The flute does not exert any kind of back pressure itself. The lips of flutists have to take the responsibility of providing this back pressure and hence a requirement of a large amount of air. The flutist blows a quick jet of air through the embouchure hole. The pressure inside the mouth is above atmospheric level, usually 1 kPa. The source of power to the instrument is the work done to accelerate the air in this jet. The flutist provides the power required to produce a sound. Further, this sound needs an oscillating motion. The air jet present in the flute along with the resonances in the air in the instrument helps in producing an oscillatory com ponent of the flow. Energy is radiated as sound out of the end and any open holes of flute as soon as the air present in the flute starts vibrating. A large amount of energy is lost in the friction with the internal parts of the wall of flute. The column of air present in the flute vibrates more easily at some particular frequencies, known as resonating frequencies. The resonance determines the playing frequency and hence, the pitch. So, the player chooses the desired resonances by selecting a suitable combination of keys.

The Burden of Love, the Bonds of Sisterhood Essay

The Burden of Love, the Bonds of Sisterhood - Essay Example "When people looked at Lindsey, even my father and mother, they saw me. Lindsey was not immune. She avoided mirrors. She now took her showers in the dark." (Sebold 59). This signifies that people were not seeing Lindsey as a person, but as part of a broken sisterhood, they perceived the absent sister instead. She fears to confront that absence, to see herself without her sister and to avoid the fear and pain, she avoids the evidence of her own single existence. In Alice Sebold's The Lovely Bones, events before and after Susie's death, may be seen to reflect the experiences of other children who find themselves in a similar situation. In particular, it provides insight as to how children 'left behind' may deal with the trauma of grief, horror and loss. Before Susie's murder, she and Lindsey were pretty much like any two teenage sisters, with certain resentments and jealousies, but strong in family loyalty and acceptance of each other. Susie is bright, feisty and has a good sense of humor, Lindsey is gifted and takes herself rather seriously. Susie explains their differences when she says "She locked herself in her bedroom and read big books. When I read, Are You There God It's Me, Margaret, she read Camus's Resistance, Rebellion and Death." (Sebold 32) The natural envy of the younger sister is shown when Lindsey finds herself in Susie's closet: "Lindsey had always wanted the clothes I owned first-run but had gotten them all as hand-me-downs." (Sebold 106). Every younger sister in the world would recognize that feeling, and sadly, if similar circumstances of loss pertained, some might share in the "guilt and glee" (Sebold 106), felt with the realization that everything was now hers alone. Whatever their differences, sisters love an d care for each other, and the constant reminder of loss is a sadness which never goes. For Lindsey, there is much more to cope with, she has almost a greater responsibility than that of any other family member. This forces her to continually change and adapt, to acknowledge she has not just lost Susie, but her own childhood. She thus must develop ways to handle life differently, for as long as it takes to become whole again. Her immediate response can be appreciated as a major defense mechanism many would employ. She must develop a hard, impenetrable shell, in public at any rate, and build up strength, both mental and physical. "She sat in her room....and worked on hardening herself...make yourself small and like a stone.." (Sebold 29). For Lindsey this is necessary to protect her from the pain and horror of this particular death, and the allusion to 'stone' suggests she believes in the need for a hard inner core. Other strategies included looking through people, a refusal to appear weak, avoidance of those who might breach her defenses, and those she believed to be talking about her and the murder aspects of her sister's death. These beliefs hold some truth, people's perceptions do change, and the dead define the living, robbing them of their individuality, raising expectations of

The government of the United States Essay Example | Topics and Well Written Essays - 500 words

The government of the United States - Essay Example The government of the United States is based on a constitution first developed in 1789 making it the first constitutional state in the world. The constitution relies on the principles of federalism which provides for a mechanism of power-sharing between the federal states and the central government. The fact that the country has fifty semi-autonomous states coming together under one central government influenced the formation of an effective and concrete constitution that captures the interests of all the states. Additionally, the racial segregation later in the history of the country and the subsequent abolition of the slave trade resulted in the formation of the American bill of rights to safeguard the interest of every citizen. The bill of rights provides for the respect of human life and to oversee this is the judicial arm of the government constituted of independent courts which exercise their powers thus ensuring obedience to the laws of the land. The constitution defines power s of both the executive and the Congress which are crafted in a way to defend the interest of the citizens and uphold the values of equality among all Americans irrespective of their diverse backgrounds. Wood (1998) asserts that the American government has three arms namely the judiciary, the executive, and the legislature all of which are independent in their operations. The three tires approach to governance protects the citizens from exploitation thus resulting in a more responsive form of governance over time.

The role of advertising in the success of the company Assignment

The role of advertising in the success of the company - Assignment Example This "The role of advertising in the success of the company" essay outlines four various print messages of famous companies and analyze their marketing strategies and their success. Tide is a detergent manufactured by Procter and Gamble. The product takes pride of its reputation as one of the leading brands due to its capability of removing tough stains. Tide is a premium product taking care of the cleanliness and purity of clothes. Instead of focusing on the industrializing India, the advertisers chose to utilize the image of the traditional India and its connection with the laundry detergent. The Ganges River and the Taj Mahal are two important places in the Indian culture. It should also be noted these significant places became major attractions to tourists worldwide. The Ganges River and Taj Mahal is directly associated with purity to Indians according to their religious beliefs. Thus, the communication objective of this advertisement is to make Tide as the detergent which can cl eanse and purify stained clothing the same as how Ganges River purifies the soul and how Taj Mahal portrays pure, unblemished love. This advertisement appears on the magazine Good Housekeeping. This channel is rational because it is most read by housewives who can be more interested on how their household tasks can be made easier by various products. Thus, Procter and Gamble opted to advertise Tide in order to capture this target market. The advertisement shows no definite source but the message is clear—Tide is superior in eliminating stains and whitening fabrics.... This advertisement appears on the magazine Good Housekeeping. This channel is rational because it is most read by housewives who can be more interested on how their household tasks can be made easier by various products. Thus, Procter and Gamble opted to advertise Tide in order to capture this target market. The advertisement shows no definite source but the message is clear-Tide is superior in eliminating stains and whitening fabrics. The execution of the advertisement is really profound and mystifying. It should be noted that an ordinary individual which has no knowledge on Ganges River and Taj Mahal will be unable to understand what the Tide advertisement is all about. Chanel This simple ad features a blown up image of the beautiful and captivating Eugenia Volodina wearing the new sparkling glasses of Chanel which exudes sophistication and elegance. The advertisement's objective is to inform customers of Chanel's new offerings as well as persuade them to purchase the new product. From its establishment in the early 1910s, Chanel has become an icon of elegance with the brand being synonymous to elegance, wealth, and elitism. Chanel became the ultimate sign of high French class, catering to the needs of elite women. The global popularity of the brand has now made it a top choice for elegant women with very high purchasing power. Thus, the appearance of the ad in Vogue which is recognized as one of the most influential force in shaping fashion and culture is warranted by Chanel's quest of capturing the elite niche. It should be noted that Vogue caters to the same intellectually sophisticated and fashionable females that Chanel are also targeting. The advertisement conveys numerous messages. First, Chanel sunglasses are

The government of the United States Essay Example | Topics and Well Written Essays - 500 words

The government of the United States - Essay Example The government of the United States is based on a constitution first developed in 1789 making it the first constitutional state in the world. The constitution relies on the principles of federalism which provides for a mechanism of power-sharing between the federal states and the central government. The fact that the country has fifty semi-autonomous states coming together under one central government influenced the formation of an effective and concrete constitution that captures the interests of all the states. Additionally, the racial segregation later in the history of the country and the subsequent abolition of the slave trade resulted in the formation of the American bill of rights to safeguard the interest of every citizen. The bill of rights provides for the respect of human life and to oversee this is the judicial arm of the government constituted of independent courts which exercise their powers thus ensuring obedience to the laws of the land. The constitution defines power s of both the executive and the Congress which are crafted in a way to defend the interest of the citizens and uphold the values of equality among all Americans irrespective of their diverse backgrounds. Wood (1998) asserts that the American government has three arms namely the judiciary, the executive, and the legislature all of which are independent in their operations. The three tires approach to governance protects the citizens from exploitation thus resulting in a more responsive form of governance over time.

Introduction Assignment Essay Example | Topics and Well Written Essays - 250 words

Introduction Assignment - Essay Example Having dabbled in fiction writing during my spare time, I find that most of my characters are created to be replicas of people whom I interact with in the real world. Thus serving to become an analytical tool of my relationship with people. Allowing me to vent out my frustration, joy, and sadness as I deal with real life situations in fictionalized manners. Thus giving me room for creative release of my pent up emotions and tension. For me, it is the fact that I can use my personal life to create a fictional story that serves as both my strength and weakness. My strength because I am able to create situations that help me deal with my life, and my weakness because I have to write things down in order to be able to properly deal with my problems. Without writing as a channel for my inner troubles and demons, I feel that I would have not become the capable and adjusted person that I am today. Writing her helped me find my voice. It is that voice that helps me get through my life tribulations because as I write things down, I begin to analyze and find solutions to whatever problem is plaguing me at the

Country Lovers Essay Example for Free

Country Lovers Essay A story of forbidden love on a South African farm, one child nothing more than a farm worker, as the other one prepares for boarding school. Both ignorant to the color of their skins, all they knew they were best friends playing together until they grew up and then it was not allowed. But when Paulus turns fifteen and goes to school things start to change he begins to realize the difference between boys and girls, and then the consequences behind his actions, but then it’s too late to turn back. What drew me into this story was the title country lovers, and then the forbidden love on a South African farm I wanted to see what it was about, curios to know if it was about two people of different races falling in love, creating racial relationships in a place that forbid it. And that was exactly what it was, two kids playing together as kids, a boy white and girl black, everyday playing on his father’s farm. What I couldn’t understand was why they were able to play as kids but not be able to socialize when they got older. If it was because of racial boundaries, why not keep them apart even when they are kids, then it wouldn’t be so confusing. The literary term and concept that best describes they way I am feeling about this would be Imagination because it expresses how the author was feeling about racial differences and allows the reader to feel what the author is writing about. I am using the Reader – Response approach to analyze my story because it asks you to connect with the literature, and find a personal link or imaginative entry into a story. And that is what this author makes you do. While reading this story I had a lot of different emotions like why did he change when he went to school, but when he came home he was with thebedi. Even though he met people at school whose family’s was prosperous famer’s? He still was bringing gifts to thebedi, she making gifts for him and both lying about where they came from and why. They had been sneaking around for months, so when she was eighteen and the farmer’s son was nineteen he left for veterinary college, Njabulo’s parents asked Thebedi’s parents to marry their son and they agreed on it, not telling Paulus or Njabulo that she might be pregnant. When the baby was born looked nothing like Njabulo, but he still was going to take care of her as if she was his own. This would be Satire because he should feel anger but instead he is willing to take care of her. My thinking didn’t change because in that time that’s what happens when two different races mix and have children, I just thank god it’s not like that now to the extreme it was then. Because I love people for who they are not because of where they come from. Because of the author’s background growing up in South Africa I can understand why she feels this way, they have different traditions and beliefs. This was a very good story; I enjoyed reading it and feeling what they were going through.

Free College Essays - Dignity in The Remains of the Day :: The Remains of the Day

The Theme of Dignity in The Remains of the Day The novel, The Remains of the Day, contains a recurring theme of dignity. This theme is stated and restated throughout the novel. Dignity, according to the Oxford Dictionary, is "a composed and serious manner/style, the state of being worthy of honor or respect". In the novel, dignity is exoterically found in the form of proper gentlemen, as well as butlers who allow nothing to distract or faze them from doing their duty. What about the everyday definition in the modern world. This dignity today is rarely encountered other than in the higher levels of old fashioned society, politics and perhaps serious business matters. With all our upbringing, culture and modernization, few have retained what was known as the dignity of even a half century ago. No one has the time any more to nurture and develop their dignity to a reasonable potential, as they find increasingly less and less reason to do so, relying instead on pure wit, instinct and professional tact. What I think is meant when one talks about dignity is the following. Take an imaginary case. You are confronted with a difficult or abnormal situation, yet you can maintain the same level of thinking and can attempt to deal with the situation. Or, you are forced to respond to a matter, and there is the possibility of your letting it get out of hand, but you control yourself and respond instead while focused and maintaining a civilised manner. That is di gnity. As is evident throughout the novel, it is a quality inherent in all people. The author’s intention and a below the surface view become clear: during his car journey. Mr Stevens becomes acutely aware of the dignity present in the people he meets, for example the family who takes him in when he runs out of gas. These are hardly the upper crust folk, yet their demeanour warms him and places them all on an even level. From there, communication tends to become easier. Thanks to the dignity in these people, Mr Stevens has little trouble adapting to his situation and manages to make the most out of it. Herein, I believe, lies the author’s intention with regard to dignity. He is saying we should look further that where we perceive dignity to lie; we should look closer, at the common folk; we should look closer yet, find it within ourselves. Free College Essays - Dignity in The Remains of the Day :: The Remains of the Day The Theme of Dignity in The Remains of the Day The novel, The Remains of the Day, contains a recurring theme of dignity. This theme is stated and restated throughout the novel. Dignity, according to the Oxford Dictionary, is "a composed and serious manner/style, the state of being worthy of honor or respect". In the novel, dignity is exoterically found in the form of proper gentlemen, as well as butlers who allow nothing to distract or faze them from doing their duty. What about the everyday definition in the modern world. This dignity today is rarely encountered other than in the higher levels of old fashioned society, politics and perhaps serious business matters. With all our upbringing, culture and modernization, few have retained what was known as the dignity of even a half century ago. No one has the time any more to nurture and develop their dignity to a reasonable potential, as they find increasingly less and less reason to do so, relying instead on pure wit, instinct and professional tact. What I think is meant when one talks about dignity is the following. Take an imaginary case. You are confronted with a difficult or abnormal situation, yet you can maintain the same level of thinking and can attempt to deal with the situation. Or, you are forced to respond to a matter, and there is the possibility of your letting it get out of hand, but you control yourself and respond instead while focused and maintaining a civilised manner. That is di gnity. As is evident throughout the novel, it is a quality inherent in all people. The author’s intention and a below the surface view become clear: during his car journey. Mr Stevens becomes acutely aware of the dignity present in the people he meets, for example the family who takes him in when he runs out of gas. These are hardly the upper crust folk, yet their demeanour warms him and places them all on an even level. From there, communication tends to become easier. Thanks to the dignity in these people, Mr Stevens has little trouble adapting to his situation and manages to make the most out of it. Herein, I believe, lies the author’s intention with regard to dignity. He is saying we should look further that where we perceive dignity to lie; we should look closer, at the common folk; we should look closer yet, find it within ourselves.

Crime And The Black Market In Modern Day China :: essays research papers

Crime and the Black Market in Modern Day China With a population of approximately 1,203,097,268 people , China, who has the world's largest population, also has the world's fastest growing black market and crime problem. In China, crime rates have been climbing an estimated 10 percent a year since the early 1980s . China is a country that is currently experiencing both political and economic instability. Economic reforms that have been put in place by the government have only widened the income gap, creating a middle class with money and a lower class of newly poor. With an ever increasing size in this gap of income distribution and the relative ease of making money through black market sales, it is no wonder more and more Chinese are turning to a life of commonly accepted and profitable crime. Thomas Jefferson once said, "he who receives an idea from me, receives instruction himself without lessening mine; as he who lights his taper at mine, receives light without darkening me." Unfortunately, Thomas Jefferson lived in a different time. He lived in a time when piracy was not as evident and intellectual property was not worth so much. In China, the largest crime which is currently occurring is intellectual piracy. Unlike the pirates of old who plundered the merchant vessels and ports of the South China Sea, modern day pirates are more interested in illegal replication of intellectual rights. From music compact discs to computer software to films to best selling novels, The Chinese black market is a virtual warehouse of "plundered goods". It is estimated that there are at least thirty illegal high tech factories in China that can churn out over 20,000 optical discs a day. America's Microsoft estimates that 98 out of every 100 of its software programs being used in China are illegal copies . Because of these statistics, and because this only amounts to a small amount of the estimated piracy which occurs in China, program manufacturers, worldwide, are lobbying the Chinese government to impose stricter standards and greater restrictions upon the distribution and sale of illegal intellectual rights. In July of 1996, investigators from Microsoft led Chinese officials to a plant near Guilin in Guanxi Province, where they found 5700 bootleg windows CDs. The plant had four production lines. Three of them were operated around the clock. It was estimated that this particular plant churned out 20,000 illegal copies of Microsoft programs a day. A trade report to Congress from the Trade office cites China as the worst violator of United States - copyrighted intellectual property. The report, which came days after

Succubus Revealed Chapter 18

The blackness began to lighten into swirls of color, colors that eventually resolved into lines and shapes around me. I gazed around as the world formed and soon felt solidity beneath my feet. My own body was taking on substance again, the light and hollow sensation disappearing. Feeling and movement returned to me, and for half a second, I thought I had imagined everything that happened in the parking lot. Then I was struck by a sudden and overwhelming sense of wrongness. First off, as I blinked the world into focus, it became obvious that I was no longer at the bowling alley. I was inside a room with vaulted ceilings and no windows. It appeared to be a courtroom, complete with a jury box and judge's stand. All the decor was black: red-veined black marble on the walls and floor, black wood trim, black leather chairs. Everything was very sleek and modern, clean and sterile. The next thing I noticed was that I wasn't in the body I'd just been in. My perspective on the world was from a greater height. The weight of my limbs and muscles felt different too, and I wore a simple linen dress instead of my Unholy Rollers shirt. Although I couldn't see myself straight-on, I had a good idea which body I was wearing: the first one. My mortal one. The one I'd been born to. Yet it was neither the body nor unfamiliar room that felt so wrong. They were surprises, yes, but nothing I couldn't adapt to. The wrongness came from nothing tangible. It was more a feeling in the air, a sensation that permeated my every pore. Even with the vaulted ceilings, the room felt stuffy and tight, like there was no air circulation whatsoever. And even though there wasn't any actual odor, I just kept imagining stagnation and decay. My skin crawled. I felt smothered by hot, humid air – yet was also chilled to the bone. I was in Hell. I had never been there, but you didn't really need to have been to know it. I was sitting at a table on the left side of the room, facing the judge's bench. Behind me, separated by a railing, was the audience seating. I squirmed around to peer at it. Right before my eyes, people began to materialize in the seats. They were wildly different in appearance: male and female, all races, various states of dress. Some were as prim and neat as the courtroom around us. Some looked like it had been quite an ordeal for them to get out of bed. There was no uniformity to their appearances. There weren't even immortal auras to tip me off, but I was willing to wager anything that they were all demons. A murmur of conversation began to fill the room as the demons spoke to each other, a droning almost more frightening than the silence that had originally met me. No one talked to me, though plenty of sets of eyes studied me disapprovingly. I didn't recognize anyone here yet and felt vulnerable and afraid. There was an empty seat next to me, and I wondered if someone would be joining me. Was I entitled to a lawyer for this . . . whatever it was? It had all the trappings of a regular courtroom, but I could hardly expect Hell to be reasonable or predictable. I honestly had no clue what was about to happen. I knew it had to be about my contract, but Hugh hadn't gone into a lot of specifics when he'd said that my case would eventually â€Å"be reviewed.† There was a table on the right side of the courtroom, one that mirrored mine in size and placement. A man with irongray hair and a handlebar mustache sat down at it, placing a briefcase on the table's surface. He wore an all-black suit – including the shirt – and looked more like a funeral director than a prosecutor, which is what I assumed he was. As though sensing my scrutiny, he glanced over at me with eyes so dark, I couldn't tell where pupil ended and iris began. They sent a new chill through me, and I changed my assessment of him. Funeral director? More like an executioner. Once the gallery was nearly full of spectators, a side door near the front opened. Twelve people filed out toward the jurors' box, and I caught my breath. I still couldn't sense any immortal auras in this room. Maybe it wasn't necessary in Hell or maybe there were just too many immortals in here for it to be comfortable. Regardless, just as I'd been certain all the spectators were demons, I could tell that half of the jurors were angels. It was in their eyes and their disposition. There was a way they carried themselves that differed from everyone else, even though the angels were dressed no differently. Also, the angels seemed to be conscious of the wrongness I'd felt in here. They kept glancing around, small looks of disgust on their faces. At first, it seemed kind of crazy that angels would be in Hell, but then I realized that, unlike Heaven, there were no gates or barriers to keep anyone out. And unlike mortals, angels had the ability to leave here when they chose. I suppose it m ade it easy to do business visits like this. Still, I found myself heartened by the sight of the angels. If they were going to be involved in deciding my case, then surely they would be sympathetic. â€Å"Don't count on any help from them.† It was the prosecuting demon with the dark eyes, leaning across his table and addressing me in a low voice. â€Å"I beg your pardon?† I asked. He inclined his head toward the jurors. â€Å"The angels. They've got a nagging sense of justice, but they also don't have a lot of sympathy to those who sold their souls. They figure you made your bed, you have to sleep in it. Pretentious bastards, the lot of them.† I turned back toward the jury and felt a sinking in my stomach. Some of the angels were watching me, and although there wasn't open disdain on their faces, like the demons, I could still see condescension and scorn here and there. I saw no sympathy anywhere. With so much chatter in the now-crowded room, it was hard to imagine being able to single out any one voice – but I did. Maybe it was because it was one I'd grown so familiar with in the last ten years, one that I had fallen into the habit of jumping to whenever it spoke. Tearing my gaze from the jury, I peered around until I found the voice's owner. Sure enough. Jerome had just entered the courtroom. Even in Hell, he still wore the John Cusack guise. Mei was with him, and it was the sound of their conversation that had caught my attention. They made their way to some seats near the front, on the opposite side of the room from me, that I presumed had been left open for them. A pang of relief shot through my chest. Finally, familiar faces. I opened my mouth to speak, to call out to Jerome . . . just as his eyes fell on me. He paused in his walk, fixing me with a look that pierced straight to my heart. Then, without any other sort of acknowledgment, he looked away and continued his conversation with Mei as they went to their seats. The words died on my lips. The coldness in his gaze left no question that all the laid-back ease at the bowling alley had been a scam. Jerome was not on my side. And, if my empty table was any indication, no one was on my side. A guy in a much more cheerful suit than the prosecutor walked to the front of the room and called the court to order. He announced the entrance of Judge Hannibal, which would have been a hilarious and absurd name in other circumstances. Everyone stood, and I followed suit. The show of respect kind of surprised me. The adherence to procedure did not. Judge Hannibal entered through a door opposite the jury's. For a moment, I simply thought, He's so young. Then, I remembered I was thinking like a human. No one in this room – except me – wore their actual form. All of them were beings of incalculable age, and the twenty-something, blond surfer appearance of Judge Hannibal was just window dressing. He flashed everyone a big grin, perfect white teeth standing out against his tanned skin. He riffled through some papers in front of him. â€Å"All right,† he said. â€Å"So, what . . . we have a contract dispute with a succubus? Letha?† He glanced around, like there was some big mystery about who I was. His gaze landed on me, and he nodded to himself. â€Å"Who's prosecuting? You? Marcel?† â€Å"Yes, your honor,† said the dark-suited demon. Judge Hannibal chuckled. â€Å"This is even less fair than it already was.† He glanced back at me. â€Å"You got a lawyer, honey?† I swallowed. â€Å"Er, no. I don't think so. Should I? Do . . . do I get assigned one?† He shrugged. â€Å"We could dredge some imp up if you don't want to defend yourself. Or we can summon someone, if you've got anyone in mind.† At the mention of an imp, Hugh's name immediately popped up in my head. I wouldn't have even cared about the defense aspect. I just wanted to see a friendly face here. Was it that easy? I could just ask, and they'd bring Hugh here . . . to Hell? As soon as I had the thought, I dismissed it. Hugh had already risked so much for me. How could I ask him to stand against our superiors, to defend me against all those cold, glaring eyes? And what good could come of it? He'd probably get in more trouble if I actually won – which didn't seem likely, judging from Hannibal's earlier comments. I was on the verge of telling them I'd just defend myself when there was an explosion of light in the aisle beside me. I leaped to my feet in fear and wasn't alone in doing so. A cyclone of silver and white light slowly coalesced into a familiar and very welcome form: Carter. Like everyone else, a day in court appeared to make no difference for how he dressed – save that he was wearing the cashmere hat I'd gotten him last Christmas. Glancing up at the judge, Carter took off the hat and held it before him in an attempt at respect. I wanted to throw myself sobbing into his arms. â€Å"What is this?† demanded Judge Hannibal. Those who had been startled slinked back to their seats. â€Å"Sorry,† said Carter amiably. â€Å"I would've come in the normal way but didn't know how else to get her lawyer in.† Was Carter going to be my lawyer? Hope sprang anew within me until another burst of light erupted beside him . . . and Roman appeared. Chaos of a different sort broke out, and suddenly, I was a sideshow. Outrage shone on angel and demon faces alike. Half the room was on its feet. I hadn't been able to sense any immortal auras, but I could feel the swell of power bursting from nearly every individual as they advanced on Roman. â€Å"Nephilim!† â€Å"Destroy him!† We were on the verge of a full-fledged mob attack when Hannibal banged his gavel on the desk. It made a sound like thunder, hitting hard. A palpable wave of power radiated out from him, nearly knocking a few people off their feet. The growing magic in the room dissipated. â€Å"Sit down,† he snapped. â€Å"This is hardly the time or place for everyone to start playing hero.† â€Å"There's a nephilim in the room!† protested someone in the back. â€Å"Yes, yes. Thank you, Captain Obvious,† said Judge Hannibal. â€Å"And I daresay the hundred or so of us can take him if he gets out of line. That's not in question. What is, however, is why he's here and shouldn't be immediately smote.† That was directed to Carter. â€Å"He's her lawyer,† said Carter. Hannibal's eyebrows rose in true surprise, with no sign of his earlier smugness. â€Å"A nephilim?† â€Å"There are no rules against it,† said Carter mildly. â€Å"Any immortal can serve, right?† Hannibal glanced uneasily at a woman seated at a corner desk who had been typing away steadily on a laptop. I'd taken her for the court reporter, but she was apparently some sort of consultant too. She made a face. â€Å"Technically, he can serve,† she said. â€Å"Our laws don't specify.† â€Å"But they do specify that anyone the defendant chooses is exempt from punishment,† said Carter, as cagey as any lawyer. A cruel smile played at her lips. â€Å"Whoever is summoned to serve as lawyer is exempt from punishment during court and afterward when they return to their normal jobs. I'm guessing this . . . creature is not in our personnel files.† With Hell, the devil really was in the details. Hugh had always warned me to be careful with even the smallest wordings because Hell would use them to its advantage. It took me a moment to fully get why she was so pleased. Any immortal could serve as a lawyer in a case like this, it seemed. And, going on the first part of what she'd said, no one could do anything to Roman while he was my lawyer, despite the normal immortal reaction to promptly destroy all nephilim. There would be no mass smiting in the courtroom. It was the second part of her words that was tricky. Those drafted as lawyers allegedly couldn't be punished for their legal performances when they returned to their regular duties, which would've been good to know when I was considering summoning Hugh (though I knew there were a million subtle ways a disgruntled demon could still get back at someone on the sly). But Roman didn't have any regular duties for Hell, aside from an unofficial deal with Jerome that I had no doubt my archdemon would disavow all knowledge of. Roman couldn't be protected when he â€Å"went back to work† because he didn't work for Hell. The instant this trial ended and he was out of the role of lawyer, he was subject to the whims of Hell. â€Å"Well,† said Hannibal. He looked down at me. â€Å"At least it'll make this case more interesting. Sure, whatever. You want the nephilim as your lawyer?† I wanted to say no. Some part of me half hoped that if I refused and Roman never became my lawyer, he would be free of the retribution that awaited him afterward, that he could simply escape now. Except, as I glanced between him and Carter, a terrible certainty settled over me. It didn't matter if Roman became my lawyer or not. He wasn't getting out of here. It was reflected in Roman's eyes as they met mine. When Carter had brought him here, it was a one-way trip. If I didn't accept him as my lawyer, I was simply speeding Roman to his death. I nodded and felt my heart lurch as I sealed his fate. â€Å"Er, yes. Yes, your honor. I'd like him as my lawyer.† There was a murmur of disapproval throughout the courtroom. Carter slapped Roman encouragingly on the back and then went to find a seat in the gallery. Roman took the empty chair beside me. He was a sharp contrast to Marcel. Roman had no briefcase, not even a single piece of paper, and was still wearing the clothes he'd had on earlier: jeans and a sweater. â€Å"What are you doing?† I hissed to him, grateful for the cover of the other voices. â€Å"This is suicide!† â€Å"You didn't really think I'd abandon you to them, did you?† he asked. â€Å"And who knows your case better than me?† â€Å"They'll kill you when it's over, whether I win or lose.† Roman gave me a lopsided smile. † ‘It is a far, far better thing that I do – ‘ â€Å" â€Å"Oh, shut the fuck up,† I said, afraid I was going to start crying. â€Å"You're an idiot. You shouldn't have come here.† â€Å"You remember our talk about purpose and meaning?† he asked me, the smile disappearing. â€Å"Well, I think this might be mine. I think this is what I was meant to do, Georgina.† â€Å"Roman – â€Å" But there was no time for any more conversation. Judge Hannibal was banging the gavel – this time, sans thunder – trying to calm everyone down. They were still worked up about the idea of a nephilim walking freely in their midst. â€Å"Enough, enough,† Hannibal said. â€Å"I know we're all shocked and awed, but get over it. We'll deal with him later. If there's no more drama in store, do you mind if we get started?† He glanced between the lawyers. â€Å"I'm ready when you are, your honor,† said Marcel. Roman nodded. â€Å"Let's do this.†

Air Asia Strategic Management Recommendations Essay

Introduction An analysis of the External Environment would be done so as to facilitate a direct comparison between the generic elements where AirAsia has been founded in. The report then would delve into an internal analysis whereby the Porter’s 5 Forces would reiterate the direct forces that would affect the Airline Industry and subsequently, AirAsia itself. The capabilities and core competencies of the firm would be explained in greater detail towards the latter part of the report before a series of analysis would be done to segregate the more influential ones from the rest. A series of strategies would be then recommended for AirAsia to undertake so as to continue building brand awareness and brand equity throughout the world as a low-cost carrier. 1.0 EXTERNAL ANALYSIS 1.1 Industry Identification AirAsia belongs to the airline industry. Competition in the airline industry is very intense and is growing rapidly together with the increase in demand for budget fares across Asia. The different airlines are making use of several strategies to compete with one another in the airline industry and it is crucial for airline companies to identify their competitive advantages so as to be able to achieve profits and brand equity globally. 1.2 External Environment Analysis Political/Legal: Political factors such as changes in regulation and the global trend toward privatisation of government-owned or government-regulated firms have had implications on the general environment. Furthermore, taking budget flights out of Malaysia can be quite a challenge. Many governments have been instrumental in dabbling in the success of airline companies in Asia. Most airline companies in Asia have had full or substantial state ownership as well as management and control. A prime example in Malaysia would be Malaysian Airlines System (MAS). Such companies are often well-subsidized by their governments and do not face much competition. Instead of being profit-oriented, they are more focused on fulfilling national objectives. As such, privatization and de-regulation have paved the way for new routes and airport deals via the use of open skies agreements between countries and permission of entry of private airlines (Dellit 2002) As such, they would give new airlines that are low-cost carriers such as AirAsia, Jetstar and Tiger Airways chances to access domestic routes and tapping into market share of the airline industry. However, in light of globalization, the airline industry has also been hit by threats such as terrorism, accidents, attacks and disasters. A drop in customer confidence in a particular airline company would be detrimental to a company’s profits as well, hence a low cost carrier would be subjected to factors such as aviation restrictions, consumer preferences and geographical infrastructure of Asia (Steverman 2009). To combat such uncertainties, a budget airline company would have to be meticulous in selecting favourable routes in it’s day to day operations so as to avoid any form of possible negative impacts. (Dellit 2002) Economic: Despite standard of living observed to be improving globally, there exist variations within and between countries. Economic downturns in the recent years have cost companies to lose profits in the industry. However, this proved to be an opportunity for budget airlines. The result of the recent global economic downturn which led to a worldwide stock market plunge also caused aircraft leasing costs to be reduced by 40%, and this led to an environment that had lesser competition in the airline industry. This then enabled many budget airlines to lease their aircraft at a cheaper rate, which resulted in cheaper ticket prices for their customers (AirAsia 2009). However, the possible impact of fluctuating oil prices in the economy would take a toll on operation costs when fuel prices appreciate (Milmo 2011). Revenue and profitability of the company as a whole would fall if fuel prices become too high. As such economic factors are not within airline companies’ control and are unavoidable, the opportunities would outweigh the disadvantages, presenting further opportunities for them to continue in its expansion across Asia. During economic downturns, there would be an expected demand for affordable low airfares amongst budget-conscious buyers, especially for travellers who are travelling on leisure (Ernst & Young 2012). Social-Cultural: The changing societal attitudes and cultures such as growing environmental awareness has implications on the emphasis placed on corporate social responsibility. Furthermore, in order to stay globally competitive, firms now have to consider placing more resources into sustaining competitive advantage with being environmental friendly at the same time. Rapid economic growth has also paved the way for a growing middle class within Asia’s large population, especially so in Malaysia (Ernst & Young 2012). Together with the constant and gradual increase in trade and tourism activities within Asia, the demand for travel has also increased. People are now keener on exploring places far away from home and are willing to fork out money for such experiences. In doing so, the idea of low cost airfares that would allow them to save more to spend at holiday destinations is appealing to them (Ernst & Young 2012). The attractiveness of budget airlines lie primarily with their low-ticket prices and hence would present itself as a major opportunity to budget airlines. For an airline to differentiate itself from its competitors, it has to be able to have value-added services apart from low fares to distinguish itself and outstand the rest. This works out to be a competitive advantage, which may present itself as an important factor for airline companies to have so as to succeed as a low cost carrier (DestinAsia 2012). Technological: By utilizing information technology to aid companies in e-transactions and e-commerce activities, the traditional ticketing and travel agent systems were soon replaced by e-ticketing and internet booking systems (Mouawad 2010). This meant that alongside with globalization, even the process of booking tickets have gone through a massive restructuring. Airlines are now able to save the cost of issuing physical tickets and can now do away with large and expensive booking systems as well as tour agency commissions (PRLOG 2010). However, an airline must ensure that it is not over-reliant on the Internet systems as if it is not handled properly, the risk of system destruction and database overload can affect online sales heftily. The technological aspect of the airline business would pose to be a threat if systems are not properly backed up and maintained on a regular basis (Mouawad 2010). Environmental: Global warming has become an increasing issue facing businesses all around the world as there has been increasing number of evidence of rising dangers from the ongoing buildup of human-related harmful greenhouse gases. Global emissions of carbon dioxide experienced a sharp increase peaking in 2010, hence having a greater impact on how most businesses are carried out (The New York Times 2012). Considering the fact that airplanes contribute to a large proportion of about 13% of transport-derived carbon dioxide emissions, is a cause for concern for the airline business (Whitelegg 2000). 1.3 The Industry Environment In order to analyse the attractiveness of the airline industry, Porter’s five forces framework can be employed. This evaluation is crucial to determining the Air Asia’s best strategy later in the report. Bargaining Power of Suppliers: In the airline industry, the suppliers are namely aircraft suppliers and airline employees such as the flight crew and pilots. Depending on the switching costs that are associated with changing airplanes, the bargaining power of the aircraft suppliers will vary. The bargaining power of suppliers is higher when purchasing new airplanes while it is smaller for second-hand airplanes. Labour unions specifically the pilots’ and mechanics’ unions have high bargaining power as their skills are hard to replace. In addition, there has been an observed trend whereby successful union strikes in the airline industry have led to negative abnormal returns (Finance Department Faculty Publications University of Nebraska Lincoln 1991). Furthermore, wage rates accounts for a larger proportion of costs in the airline industries as compared to other industries (Lehn 2000). Bargaining Power of Buyers: The main buyers in the airline industry are passengers consisting of Visiting Friends and Relatives (VFR) and small business travellers. As the majority of airline customers are unable to organize and coordinate, their bargaining power is low. Furthermore, with the need for organizations to negotiate well in advance and that discounts are dependent on airline expected demand, offers, and decisions forecasts and not so much on buyers, the corporate bargaining power stays low. Besides catering for passenger travel, there is also the cargo transportation whereby bargaining power is increasing with it being one of the key drivers of revenue in the airline industry. Threat of New Entrants: Although there is deregulation and liberalization in the airline industry, there are still high operating costs and upfront costs that may deter entrants such as high fuel operating costs and purchasing price of airplanes (Mint 2012). However the trend of deregulation and liberalization in the airline industry has enabled for new entrants in the industry to enter easily despite the high costs associated with start-up and operating (Moorman 1993). Also, considering that there has been an increase in demand for low-budget air travel coupled with the deregulation, there is increased competition as a result. Hence, the threat of new entrants is moderately high despite the high barriers to entry. Rivalry amongst Existing Firms: As seen from the case, there was a rapid emergence of low cost carriers across Asia as well as the neighbouring regions in a fierce competition to succeed alongside established airlines (Lawton & Doh 2008). Hence, the rivalry amongst firms is observed to be very intense. In the Asia region, other competitors that dominate the airline industry include Scoot, Jetstar, Tiger Airways and in Malaysia itself, Malaysian Airlines (Wassener 2012). Firms can differentiate themselves based on factors such as differentiation and cost leadership. Hence, the choice of providing better service or choosing to lower prices on a further and continual basis are examples of strategies that firms have employed to differentiate themselves from their fellow competitiors. This further reiterates that price competition makes rivalry amongst existing firms very high. Threat of Substitutes: The threat of substitutes for the airline industry is medium as apart from transportation methods such as rail, ship and buses, there is no direct substitute for freight services. This is due to the geographical location of the Asian region in comparison to the United States and the United Kingdom that makes it time consuming to make use of other means of transport (Lawton & Doh 2008). Hence, ferrying customers via air would reiterate that the threat of substitutes for alternative modes of transport is fairly low. However, there are many other substitutes within the airline industry for alternative low budget airlines that offer the same services with no frills and at a low cost for customers (Sreenivasan 2010). In the case of a low-cost leadership strategy that has been adopted by the industry leaders such as AirAsia, other airlines would follow suit in lowering costs to entice their competitors’ customers. Is the Airline Industry Attractive? Investors may find that the airline industry is a slightly volatile investment, however if the airline has a good establishment in the market, and is cost effective and profit generating, this will highly improve industry attractiveness. 1.4 The Competitive Environment There is a current trend of customers who favour low cost airline hence there is an increasingly number of airlines that are offering the same sort of services and products as AirAsia. This led to stiff competition in the airline industry. AirAsia’s direct competitor in this case would be other budget airlines such as Tiger Airways and Jetstar Asia (Sreenivasan 2010). This can be seen by their target market of customers being similar to their competitors across all of these firms and the strategies adopted are often identical to each other (Sreenivasan 2010). As AirAsia is deemed as the lowest cost airline in the world as of 2007, it sustained first-mover advantage, which stemmed from moving directly into undertaking a low-cost leadership initiative (Mahtani 2012). It was only after it happened that that other budget airlines begin to break into the market with replicated strategies. 1.5 Opportunities and Threats Opportunities Stimulated Market Growth: By having a plane ticket cost less than a bus ticket, bus passengers will probably want to switch to air travel. As a result, the demand will increase significantly. This same kind of market stimulation occurred when Ryanair , an Irish low cost airline, was launched. Liberalization of Geographic Markets: Full liberalization of the Asian market would open doors to AirAsia helping them expand their routes. Malaysia’s underdeveloped aviation market: Even though Malaysia’s geography may encourage air travel, a survey held in 2001 showed only 6% of the population was doing so. Therefore, it shows good opportunity for them to promote air travel in their home country. Introduction of Biofuels: Following other airlines initiatives, it is an environmentally-friendly alternative to reduce carbon emissions. Market of Potential Travelers in Indonesia, China and India: Indonesia which is located close to Malaysia has a population of 235 million. These are potential travelers specially with the joint venture already in place. India and China combined have 2.5 billion people. These sizeable markets create a potential to add new routes to and within those countries. Further Expansion into Cargo Tansportation: An agreement with a cargo company was made in 2007 and as stated by AirAsia, it to section of their ancillary income, considerably contributing to the company’s bottom line. Perhaps AirAsia can reach other deals with other cargo companies. Oakland airport: The airport is located on the west coast of the United States and may serve as an entry route into the American market. Passengers would be able to get a connecting flight to many other destinations within the US from there. Threats Firstly, a number of budget airlines would enter the market and become a threat as well existing ones who may become more competitive. At the moment there 50 budget airlines in South, East and Southeast Asia. Secondly, AirAsia may lack bilateral agreements with some counties thus deterring the optimal free flow of passengers. On the other hand, competition in the tourism industry might entice countries to open up their borders. Thirdly, important players from other regions may be willing to join the market posing a threat to AirAsia. Richard Brandson from Virgin Blue, for example, is interested in making investments in a low cost airline in Asia. Lastly, an increase in the cost of fuel may limit the company’s expansion plans as well as compromising the low cost fares brand position they hold. 2.0 INTERNAL ANALYSIS 2.1 The Firm’s Resources: Tangible and Intangible Tangible: AirAsia’s fuel efficient airbus 320 helps to maintain its low-fares brand position and at the same time being environmental friendly. Financially with the company’s IPO, there is capital available for further expansions. In addition, with the company’s hardware costs locked in coupled with the availability through the very strong surge orders that followed, AirAsia’s cost competitiveness and capacity are improved. Intangible: AirAsia has gained great favour with the Malaysian government and this enabled for easier business negotiations and relations in the country. Tony Fernandes, who had started AirAsia, is a valuable asset to the company considering his strong marketing and operational abilities. In addition, Fernandes hired leading low-cost airline experts to restructure the company’s business model and has acquired more valuable assets onboard as such. With AirAsia’s established presence through sponsorship of sports teams such as Manchester United and market leadership in the Malaysian domestic market, they have an advantage over competitors with their brand recognition. The company’s strong relationship with cargo management company, Leisure Cargo, is another intangible resource. Lastly, the airline’s low start-up operating benefit and internet booking and ticketless travel allow for the lowest possible costs structure and low distribution costs respectively. 2.2 Capabilities Identification Use of Information Technology (IT): Making bookings via the internet and having e-transactions for ticketless travels meant that it not only saved customers time but also gave them the convenience of being able to book their travel tickets anywhere and anytime (The Economist 2012). This also helped in reduction of costs when it comes to issuance of tickets and entertaining bookings via the phone or in person. Making use of IT made the overall process fuss-free and easier to handle for the company. Air tickets can also be purchased from designated Automated Teller Machines (ATM) as well as post offices, which showed how far Airasia went in making the purchase of tickets convenient for their patrons. Airasia’s ability to leverage on IT far surpassed its competitors in the field. Transportation Switch: AirAsia also went forth to dominate the domestic market by enticing current and prospective customers to make the switch from road to air transport (Lawton & Doh 2008). This can be seen in low fares that were offered from Kuala Lumpur to Penang, this tactic allowed customers to experience the in-flight comfort of the low cost airlines and boosted publicity for AirAsia (Lawton & Doh 2008). Furthermore, their decision to go into cargo transportation was a significant move in their expansion plans. AirAsia’s Brand Equity: has been rising stealthily throughout the few years that it has established in the airline industry. Having established it’s reputation as the ‘World’s Best Low-Cost Airline’, it has also won many other awards throughout its time in the airline industry (AirAsia 2007). The company’s branding initiatives are deemed to be successful, as they have been continually pushing for aggressive marketing and sustaining their growth organization-wide. (Silverstein 2010) With the airline earning such a reputable name, it has gone into establishing alliances with other airports within and outside it’s geographical region, this further advertises their brand name on a global scale. (Khor et. al 2009) Organizational Structure: The corporate structure of AirAsia is relatively simple and flat as it comprises of few levels of management so as to reduce cost and increase efficiency (AirAsia 2011). The levels of management are streamlined and together with the use of IT, employees are empowered with decision-making skills with only one or two people to report to in the organization structure. Employees are regarded as equals, and inputs are often encouraged regardless of hierarchical positions. Furthermore, as incentives are distributed based on performance of the company, employees are motivated to work harder cohesively. Product development and Innovation: Aircrafts were designed by the company to combat wear and tear as well as costs and reduction of cleaning time. Innovative ideas include setting up their own branded credit card as well as offering corporate travel loyalty points (The Economist 2012). Their aircrafts bear the logo and the name of the company, which makes it a form of advertisement and establishes it’s brand presence in the eyes of the customers (AirAsia 2007). The ‘Fly Thru’ program is an example of an innovative idea developed by the company. It reduces check in time for multiple flights and gives passenger ease of travel from the booking stage to the transit stage, reducing discomfort of having to re-check in at their transit destinations (Periabras 2012). 2.3 Core Competency Analysis From the core competency analysis, it can be deduced that some of the firm’s capabilities outstand others. Brand Equity stands for having a strong brand image and this is deemed to be one of the most sustainable competitive advantage in the long run. Factors such as use of information technology, organizational structure and product development and innovation would also make AirAsia outstand like-minded firms in the airline industry. Whereas transportation switch may be a capability that AirAsia has but it would only sustain the firm on a temporary basis and may be similar to similar capabilities that other companies have. Identifying the more outstanding factors would aid the company in recognizing its sustainable capabilities as the returns would also be higher compared to other factors. 2.4 Value Chain Analysis Primary activities Support activities Firm infrastructure Business strategies; shareholder management; partnership management; relationship building Inbound logistics Monitoring competitors; In-flight catering; flight scheduling Human resource management Pilot and sales force training; in-flight training; career planning; operational training Operations Check-in, baggage handling; bookings; cargo management; coordination of stations and hubs; on-board service; Technological development Computer reservation systems; Flight scheduling system; market research; baggage tracing system Outbound logistics Flight connections; security procedures; baggage systems; commission payments Procurement Monitoring suppliers; branding (online); delivery instruction specification Marketing and sales Advertising and promotion; loyalty card; group sales; online sales; travel agent programs Service Baggage claim service; car and hotel reservation; customer profiling service; customer relationship management 2.5 Weaknesses At the moment AirAsia is disadvantaged in that they have a majority of wide body aircrafts that are not as economical for short haul flights. North American and European low-cost carriers have around 77% narrow-body planes compared to AirAsia’s 29%. In addition, the company is limited in their ability to expand services and volumes due to limited availability of suitable terminals. There needs to be a greater supply of low-cost airlines terminals at national and international airports. These terminals allow low-cost airlines to keep costs down through quick turnaround and taxi times and therefore charging customers cheaper fares. 2.6 SWOT Analysis STRENGTHS  · Lowest cost airline in the world  · Low distribution costs  · Market leader in Malaysia  · Being innovative  · High profit margins – 35%. Amongst highest in the airline industry  · Good brand recognition  · Good management skills WEAKNESSES  · Too many wide body aircrafts instead of narrow body for shorter flights  · Lack of low-cost carriers terminals at national and international airports OPPORTUNITIES  · Stimulated market growth  · Liberalization of geographic markets  · Underdeveloped geographic market in Malaysia  · Use of biofuels; reducing carbon emissions  · Further expansion into cargo transportation  · Large market of potential travelers in Indonesia, China and India  · Oakland airport as a entrance route to the US market THREATS  · Competing budget airlines entering the market  · Lack of bilateral agreement within countries enabling a free flow of passengers  · Important players from other markets willing to join the market  · Increase in fuel cost 3.0 Strategies and Recommendations 3.1 Current Strategies Single Class, Low Fares and No Frills Airasia adopts a single class and no frills service for its airline services. (Airasia 2012) This meant that unlike global airlines, Airasia does not provide meals, entertainment or amenities for its customers. Their sole purpose is charging the customers for the most basic airfreight experience, with the goal of the destination in mind. On the other hand, they do not compromise on customer service as a result of giving reduced cost services. The products offered onboard are also standardized with characteristics that are deemed acceptable to the customers. Establishing ticket prices that are deemed the lowest competitively, Reduced Fixed Costs AirAsia’s strategy is in line with its mission to be the world’s lowest cost airline. (AirAsia 2012) The low cost structure was attributed to the company’s good planning of resources such as fuel consumption and maintenance costs so as to give customers the best yet lowest prices they can offer. (AirAsia 2008) Efficient Distribution System Seats are deemed as single class which means that there is only one class seating and it is not assigned, passengers would seat themselves on a first come first serve basis. This is done so in fairness and to save the hassle of allocating seats on the company’s behalf. (AirAsia 2012) E-ticketing also aids in saving the cost of issuing hardcopy tickets, this makes it convenient for customers and saves costs for AirAsia. (AirAsia 2008) Use of Secondary Airports AirAsia typically operates from secondary airports which mean that they would benefit from lower parking, landing and ground handling fees. Secondary airports are also less busy than main airports with most of them having shorter runways, this in turn reduces fuel consumption during take-off, landing or taxi. Fuel consumption is one of the main expenses that AirAsia has hence this is a beneficial cost saving. (AirAsia 2012) Secondary airports are often closer to urban districts which makes it more appealing to some travellers and hence increases the number of potential customers for the airline. The use of secondary airports help in boosting sales and keeping operating costs low. (AirAsia 2012) Point to Point Network AirAsia adopts a point-to-point network model whereby the flights they embark on are short-haul ones within four-hour radius or less (AirAsia 2008) Their sister airline, AirAsia X would focus more on the longer flight routes, hence the point-to-point network is based on the goal of flying a customer from the origin to the destination. Customer Loyalty Programme – ‘BIG’ AirAsia has implemented a Customer Loyalty Programme named BIG Loyalty Programme which enables for the accumulation of BIG Points and allows for the members to redeem free flights. This programme is also a collaborative approach with other BIG Partners where if customers spend their money at, they are also able to accumulate BIG points. 3.2 Future Strategies Use of E-Commerce AirAsia’s current electronic online booking system expanded to cater to different payment methods like billing and settlement plan (BSP) and computer reservation system (CRS) channels after they realized that sticking to the direct-sales only channel was a self-destructive strategy. This has created an ease of booking for customers. However, to further enhance the organization’s IT capabilities, AirAsia can hire an IT expert team to oversee the electronic commerce systems, improve web design, and include more payment methods as deemed fit. As AirAsia operates in a fast-moving services industry, the IT expert team will then meet up regularly to review the electronic commerce systems, gather the problems that surface, and provide consolidated solutions and recommendations to each problem. In addition, AirAsia has adapted Revenue Management Systems, Inc. (RMS) as their revenue management partner and selected airRM as its revenue management system (Revenue Management Systems, Inc. 2012). This has led to the organization’s ability to analyze historical data and forecast demand in order to create efficiency and hence cost savings (AirAsia 2007). In addition to this already set up system, there could be a collaboration of the IT expert team with the financial and marketing team to determine the most effective way to management inventory and revenue besides just leaving it to the IT expert team. Undoubtedly, there will be risks and barriers that will be faced when implementing these suggested strategies. One of the potential risks of E-Commerce is the fact that it increases the possibility of making wrong decisions and the impact is usually huge and swift (International Symposium on Government in E-Commerce Development 2001). Another barrier could be the culture barrier between the different functional teams (i.e. marketing, financial, IT team) that could possibly cause the collaboration of the teams to be unsuccessful. As a result, this could lead to wastage of resources. In-Flight Advertising Initiatives It is essential for AirAsia to continue building on its brand image and brand equity as it is deemed to be a capability that would not only bring in the revenue but would also establish AirAsia as a niche budget airline across households. This can only be done through further advertising and marketing initiatives. In-flight marketing is an ideal way for AirAsia to reach out to its first-timer flyers and possible returners to continue flying with AirAsia (Kirby 2010). Discounted tickets, package holidays and credit points brought forward from previous travels with AirAsia would entice customers into flying more with AirAsia. This can be done within the aircraft where customers would not be able to leave the premises (Leslie n.d). Such marketing initiatives can be incorporated into mini leaflets or flyers so that customers can explore their future holiday options on board the flight to their current holiday destination. Furthermore, flyers onboard have a receptive mindset which is due to the fact that they are excited about the new destination that they would be heading to therefore advertising to such a target audience would bring forth more responsive results (Leslie n.d). Implementing this initiative would require documents to be printed in precise and bold as well as eye-catching manner that would seize the attention of the flyers on board. It has to be attractive so that customers would enquire about it and not just take a quick glance before chucking it aside. Further reiteration can be done by in-flight staff, which could bring personal marketing into this initiative by offering their knowledge upon request. It is an inexpensive procedure for certain in-flight advertising products and it would require more initiation from interested customers. This method is ideal compared to the more expensive ideas that would require mass media for advertising purposes. In-flight advertising can take the form of magazines, radio, video or catalogs. The downside of running this strategy an in-flight marketing initiative would be the reduced target audience, which stems from having an outreach that is only aircraft wide. Limited availability of flyers on flights that are emptier compared to other flights would make the advertising initiatives redundant. Furthermore, it could incur the irritation of customers who may wish to rest and not have to deal with anything else on the flight. In-flight initiatives such as radio and videos would incur higher costs as compared to paper advertising on catalogs and magazines. Furthermore, if the advertising placement is too intrusive, consumers may in return develop negative attitudes towards AirAsia’s marketing regimes. Use of Biofuels Brazilian airlines as well as American, Canadian, German, French, Australian within many others around the world have started using or have plans on using biofuels (Lane 2012). In Asia, specifically, Thailand and Indonesia announced plans of moving towards aviation biofuels (Lane 2012). AirAsia could join the group: Sustainable Aviation Fuel Users Group (SAFUG) formed in 2008. It may be an alternative when oil prices will likely continue to rise and it is environmentally friendly, therefore they will be able to increase the number of passengers without increasing carbon emissions (Wassener 2011). Since many airlines have started or plan on switching to this kind of fuel, perhaps supply may not be enough and prices go up with high demand (Wassener 2011). Another risk would be the fact that if you are using edible crops to produce biofuel, food prices may go up. Moreover, in an attempt to increase production getting more land, natural habitats might be destroyed by deforestation (Gao, Skutsch, Masera & Pacheco 2011). Finally, a proportion of the market may be skeptical of flying on aircrafts utilizing aviation biofuels. Aggressive Promotional Campaigns AirAsia can continue creating aggressive promotional campaigns as ‘Malaysia with love’. It will make them standout in the competitive airline market. Due to the fact that social media is so widely used nowadays, social media campaigns and efforts are an excellent idea to increase brand awareness and recognition. Statistics show that 58% of firms who have used social media for over 3 years have reported an increase in sales over that period and 85% of businesses say they have had an increase in market exposure (Forbes 2012). Delta Airlines, for example, has introduced bookings through Facebook perhaps AirAsia can do the same or simple create an innovative campaign (The Independent 2010). Risks to the implementation of social media promotional campaigns is the fact that rival low cost-carriers may decide to copy this strategy allowing them to gain market exposure as well and consequently steal market share if their efforts prove to be more successful. In addition, customers who may have had bad experiences with the company will have the story quickly spread in social media networks, making it more harder for firms to contain negative publicity. References AirAsia 2008, AirAsia wins Airline Strategy Award: Finance Category Real 5 Star carrier gets Real 5 Star honour! Available from: . [10 October 2012] AirAsia 2009, Media’s Brand of the Year Goes to AirAsia Awarded for constant innovations and bold ideas in branding campaigns. Available from: .[10 October 2012] Airasia 2011, Investor relations. Available from: . [10 October 2012] AirAsia 2012, What is low cost? Available from: . [10 October 2012] AirAsia in Travel and Tourism (Malaysia) 2012, Euromonitor International The Independent 2010, ‘Airline ticket booking via Facebook goes live’, Available from: [10 October 2012] Daily Yomiuri Online 2012, AirAsia expansion of Japan flights eyed. Available from: . [10 October 2012] Dellit, A 2002, How the ‘free market’ ruined the airline industry. Available from: . [10 October 2012] DestinAsia 2012, Reputation of Asia’s Low-Cost Airlines Takes Off. Available from: < http://www.destinasian.com/airline-news/reputation-of-asias-low-cost-airlines-takes-off/>. [10 October 2012] Ernst & Young 2012, Asia expected to experience changing trade patterns and huge expansion of consumption by growing middle class. Available from: .. [10 October 2012] Finance Department Faculty Publications University of Nebraska Lincoln 1991, The Effects of Airline Strikes on Struck and Nonstruck Carriers. Available from: [7 October 2012] Forbes 2012, ‘The Developing Role of Social Media in Modern Business World’. Available from: [10 October 2012] Khor, YL, Ramli, M, Azeman, A, Goh, GG. 2009, Branding an airline: a case study of AirAsia. Available from: . [9 October 2012] Kirby M. 2010, Airlines to roll out new in-flight advertising service. Available from: . [10 October 2012] Lane, J 2012 â€Å"Aviation biofuels: which airlines are doing what, with whom?†, Available from: [9 October 2012] Lawton, T, Doh, J. The ascendance of AirAsia: Building a successful budget airline in Asia. [9 October 2012] Lehn, KM 2000, ‘Soaring Labor Costs May Ground Airline Merger’, Wall Street Journal, 25 May. Available from: ABI/INFORM Global [7 October 2012] Leslie, S n.d.,Why Inflight Advertising Works. Available from: . [10 October 2012] Mahtani S 2012, AirAsia’s Tony Fernandes Pokes Fun at Singapore Airlines. Available from: . [9 October 2012] Milmo, D 2011, Oil prices pose threat to airlines’ profits and survival, IATA warns. Available from: . [10 October 2012] Mint 2012, ‘Higher fuel costs and fewer travellers worry airline firms’, Mint (New Delhi), 3 September. Available from: ABI/INFORM Global [7 October 2012] Moorman, RW 1993, ‘New entrants are no cure-all’, Air Transport World, vol.30, no. 8, pp.25. Available from: ABI/INFORM Global [7 October 2012] Moorman, RW 1993, ‘New entrants are no cure-all’, Air Transport World, vol.30, no. 8, pp.25. Available from: ABI/INFORM Global [7 October 2012] Mouawad, J 2010. Airlines Work to Catch Up to the Digital Age. Available from: . [10 October 2012] Periabras, R C. 2012, AirAsia expands Fly-Thru innovation. Available from: . [9 October 2012] PRLOG 2010, Technology Drives the Airline Industry. Available from: [10 October 2012] Silverstein B 2010, Airasia. Available from: . [9 October 2012] Sreenivasan V, 2010, Jetstar, Airasia link hands; may twist Tiger’s tail. Available from: . [9 October 2012] Steverman B, 2009. Renewed Terrorism Threat Rattles Airlines. Available from: < http://www.businessweek.com/investor/content/dec2009/pi20091229_644479.htm>. [10 October 2012] The Economist 2012, Spreading its wings. Available from: . [9 October 2012] The New York Times 2012, Global Warming & Climate Change. Available from: < http://topics.nytimes.com/top/news/science/topics/globalwarming/index.html>. [10 October 2012] Wassener B 2012. Asia Pacific Region is Fertile Ground for Low Cost Airlines. Available from: . [9 October 2012]. Whitelegg, J 2000. Stockholm Environment Institute University of York England, ‘Aviation: The social, economic, environmental impact of flying’. Available from: [11 October 2012]