The Development of Kingship in the Middle Ages

Before modern technology, and the advent of cars, there were castles, catapults, and horse drawn carts. There were also kingdoms, and with kingdoms came kings, and with kings came politics, conflict, war, and regicide. The King, throughout history, and in modern times, was believed to be the sole ruler of a country, having the final word on all that happened within the bounds of their kingdom. This has indeed been true since Cain was cast out of his home, and he established the city of Chanoch, all the way to the ancient rulers of Babylon.The rulers, emperors, and kings reigned with sovereignty, and their will was rarely questioned, even while some of them reigned fire and brimstone on their people, murdering them, and pillaging their homes. This was the power of a king, unquestioning loyalty from servants, guards, and massive amounts of infantrymen and calvary. Whether they ruled through terror, or did terrible things for the good of their country, was a matter of the personality be aring the crown.There have been times in history, as noted in numerous books, where those who are held to be honorable have been forced to perform a seemingly distasteful act for the greater good, even if the true motives aren't with the good of his people, such as Blancandrins, a knight as noted in the Song of Roland 2, who spoke these words: Stand honour bound, and do him fealty. Send hostages, should he demand surety, Ten or a score, our loyal oath to bind; Send him our sons, the first-born of our wives; — An he be slain, I'll surely furnish mine.Better by far they go, though doomed to die, Than that we lose honour and dignity, And be ourselves brought down to beggary. 3†³ In the previous paragraph, an excerpt from a major literary work written in the time, we see that in those times, the welfare of a nation outweighed the welfare of a few simple farmers or peasants, which lies in great contrast to the world of today. This is not an indicator of evil as evil today is defined by laws and morals that have been put in place by modern men, or better men as some would believe.However the morality in that time was a completely different story, and right or wrong simply cannot be applied. The general public would not mind such a sacrifice, as it is for the greater good, and a good king will do anything for his country, to ensure that everything and everyone manages to survive. A good king will maintain relations with foreign nations to bring in supplies, and trade. Such was demonstrated by Charlemagne, or Charles the Great, the king of France from the year 768, till he died in 814, and was widely regarded as The Father of Europe.Throughout his reign, with his diplomacy toward other nations, and his generous treatment of foreigners4. It is not uncommon for a king, should he care about his people, to build great structures, and to give to the poor, as St. Louis of France did, noted if the Life of St. Louis: â€Å"†¦ He began then to build and found hospitals or houses for poor people to lie in, edified minsters of religion, and gave yearly to other poor sufferers in divers places in the realm much money, pecunies or silver. He founded many convents of the order of friars preachers, and to many otherpoor religious builded churches, cloisters, dortoirs, and other edifices convenable, gave for God largely alms to the blind, beguines, daughters of God, and releved the minster of many a poor nunnery.. 5† The king of a nation will be highly educated, his language, and articulation will be high above that of a normal peasant, and as such he will be seen as an extremely intelligent person, worthy of ruling a kingdom, though if he is a good king, he will concern himself more with the people, giving them food, clothing, and shelter, the basic necessities above all else.He will also hold true to the religion of the land, ensuring that he follows the laws, and demands that others do as well. â€Å"†¦ Whereof it befell that a citizen of Paris who loathly swearing had blasphemed Jesus Christ, against the act or statute royal, which Saint Louis by the counsel of the prelates and princes had ordained and made for the swearers and blasphemers, at the commandment of the said saint he was marked or tokened, at the lips of him with a hotand burning iron, in sign of punition of his sin, and terror and dreadfulness to all others†¦ 7† The role of a king can change greatly over the years, in times of peace caring for the people would be as simple as building structures, proving clothing, and making sure all are fed. In times of war the job becomes dangerous, as the king must see to it that the country is defended, and that all are safe, even if that means making sacrifices.As fate would have it, the role of the king changed dramatically in France, around the time of Childeric III, of the Merovingian family among whom the French chose their kings for generations, when Childeric's position was taken over b y Pepin the Short, son of Charles Martel, who became Mayor of the Palace, making all the vital decisions of the king, who simply sat on the throne and made no real decisions, only saying what he was told to say, even to dignitaries and ambassadors who came from near and far to seek his counsel.This lasted until the Roman Pontiff, Stephen II deposed Childeric, and Pepin took over the matters of the palace, both home and abroad7. These are the events that led up to the era of Charlemagne, a golden era for the European continent. This is but one example of the extreme measures one must go to, in order to ensure the safety of a kingdom, even at the risk of one's own life. So what does all this mean? In short, the role of a king is more than being comfortable in the position, and simply ruling.A king, being solely in charge of a nation, in most cases, must not only care for the people, he must also watch his back, and ensure everything is being done properly, lest someone steal the thron e from him, and the title of â€Å"king† takes on an entirely new meaning. As new technology becomes available, in the areas of plumbing, food, aqua ducts, lighting, and especially architecture, the king should do his best, if possible, to make sure that it is available to his people in some form or another.New architecture could mean safer buildings, or more stable foundations, which translates into fewer structural collapses, and therefore fewer deaths. After all, while a king may resolve to sacrifice men for the sake of peace, a king shouldn't be eager to watch his citizens die needlessly! The role of the king is complicated, and our only means of understanding it, is the stories, and documents which have been passed down, to give us a glimpse into the past, but what we can ascertain, is that the role itself implied danger, and that the world survived such as it is now, is to be credited to those great men.

Christian Commission Essay

The foregoing discussion showed that during the civil war women served in many capacities. They helped in the war effort even though they only stayed at home by knitting socks and sewing shirts and uniforms; they organized themselves in order to raise funds for the war chest; they acted as medics and field nurses; and some of them, who proved as brave if not braver than the others, literally risked their lives by playing the dangerous game of espionage. However, their participation in the war did not stop there. They defied the law in both the North and the South which prohibited women to join the army as fighting soldiers by posing as men. Both the Union and the Confederate armies were duped into drafting women disguised as men. Although most of them were probably propelled by extreme patriotism, it turned out that many joined the army for other, more personal reasons. One of the most notable women soldiers in the Union army was Sarah Emma Edmonds. Sarah joined the army as a volunteer in Michigan, where she enlisted as a man by the name of Franklin Thompson. (Lewis, 2007) She later served with the 2nd Michigan Infantry for a couple of years. It was reported that there were times when she had to act as a spy disguised either as a black man or as a ‘woman. ’(Hall, n. d. ) She was reported to have seen action in the â€Å"Battle of Blackburn’s Ford, the Peninsular Campaign, Antietam, and Fredericksburg. † According some accounts, she later deserted and became a nurse with the â€Å"U. S. Christian Commission. † (Lewis, 2007) However, there were reports that she voluntarily left the army after contracting malaria and feared that she would be found out if she would submit for treatment. (CivilWarStudies. org, n. d. ) Her application for a veteran’s pension which was approved in 1884 was given under the name Sarah E. E. Seelye, her married name. (Lewis, 2007) She was later named to the â€Å"Grand Army of the Republic,† the lone female to have been so named. (Hall, n. d. ) Another interesting story was that of Malinda Blalock. In her desire to be with her husband, William Mckesson Blalock (known as Keith to friends), she pretended to be William’s brother, Samuel. She then joined F Company of the â€Å"26th North Carolina Infantry† where Keith was also serving. Malinda was a Confederate by heart while Keith was a dyed-in-the-wool â€Å"Lincolnite† and was loyal to the Union cause. Although Keith was pressured by his family and fiends into joining the Confederate Army, he was always entertaining thoughts of deserting as soon as an opportunity presented itself. Malinda, despite being a loyal Confederate subject, was prepared to desert with him anytime. (Hall, n. d. ) However, the opportunity for desertion not having presented itself, the couple fought alongside each other under the Confederate flag (in a total of three battles) until March 1862 when Malinda sustained a shoulder wound. Afraid that they would be separated as soon as it was known that Malinda was a woman and forced out of the unit, Keith covered himself with poison oak to develop skin blisters and high fever. Fearing a case of small pox, the company doctor decided to discharge him for medical reason. The couple left Company F together on April 20, 1862 and went home to the â€Å"mountains of western North Carolina† to rest. The risk of recall to duty remained for Keith, however. So what the two did was hide in the mountains and turned Union guerillas, operating in the mountainous areas of East Tennessee and western North Carolina. Keith and Malinda later functioned as scouts attached to the â€Å"10th Michigan Cavalry. † (Halls, n. d. ) There was also a case involving a 19-year-old immigrant from Ireland. He gave the name Albert D. J. Cashier when he signed up with the 95th Illinois Infantry on August 3, 1862. He was said to have participated in about forty major and minor battles until August 17, 1865. After his stint with the Union army, he found employment as an ordinary laborer and ultimately received a pension. He later lived in a Soldier’s Home located in Quincy, Illinois where, in 1913, he was eventually discovered by a home surgeon that he was actually a she. Albert D. J. Cashier’s being a woman made the headlines. Nobody who knew her during her whole adult life ever suspected that she was in reality a woman. On October 11, 1914, Cashier died in an asylum for the mentally ill. (Blanton, 1993)

Analysis Of Ron Clark’s Life

Analysis Of Ron Clarks Life Ron Clark, an American teacher, has a different and unique way of teaching kids and making a difference in their lives. He is spreading the message to other educators by turning the classroom around for students in the United States. Clark is changing the lives of children through his motivation and determination and discovering â€Å"untapped† potential in students in order for them to become the best that they can be. Clark’s childhood and young adult experiences are what makes him passionate about life, which in turn allows him inspire and educate his students. Throughout college, he found that his one true love in life was adventure (â€Å"Essential 55† 159). Because of his love for adventure, Clark had some wild moments. For example he ran across a football field that was being broadcasted nationally while being chased by the police (â€Å"Essential 55† 43). He never thought that he would become a teacher. Clark once said, â€Å"The time I have spen t teaching children lessons has been wonderful, and I can’t imagine doing anything other than teaching. That is ironic, however, because when I was growing up, being a teacher was the last thing I wanted to do† (â€Å"Essential 55† xii). His experiences from his youth are his foundation of balancing fun and learning in his classroom. He puts himself in the mind-set of the children in order to let the students understand the information. For example, he remembers â€Å"sitting in classes, while reading as a group. Sometimesà ¢Ã¢â€š ¬Ã‚ ¦I would stare at the page and daydream about anything† (â€Å"Excellent 11† 46). In order for his student’s not to feel the same way in class, â€Å"I read with force, energy, and expression. Sometimes while reading I’ll jump on a student’s desk, scream at the top of my lungs, or fall to the floor† (â€Å"Excellent 11† 49). Through these actions of making the classroom more entertai ning, it illustrates that he is willing to think outside the box until he finds the best way to help kids learn. Since the students can genuinely see the efforts he puts into each day, they will be more willing to put effort towards achieving their goals in the classroom. By holding on to his childhood memories, he is able to become a deeper person and to become a role model to his students. Since his mother wanted him to stay put, Clark became a fifth grade teacher at Snowden Elementary School, where many of the students had behavior problems and learning disabilities (â€Å"Essential 55† xi) Even though he had just begun teaching, Clark was slowly changing the world of education. Over the next few years in the classroom, his experiences were filled with ups and downs, with invitations to the White House, trips around the world and projects that captured world wide attention. These events show how much effort he puts into molding his students into responsible adults (â€Å" Essential 55† 3) Through his out of the box teaching style, he is not only teaching the curriculum, but also pushing them slowly into the modern world. By creating an adventure for kids, he is allowing his students to learn from experience by letting them to learn from their mistakes, to build trust and to encourage them to become better students. Clark started his own adventure when he left rural North Carolina to go teach at Harlem in New York City (Miners). He states that â€Å"Moving there opened my eyes, my heart, and my mind to experiences I never would have had otherwise† (Clark). Even though it was hard to move to a new city, he was glad that he just went for it (â€Å"Excellent 11† 37). By putting that same courage and determination into student’s lives, it can teach them to face their fears, and give them the urge to follow their dreams. Clark sets an example by following his heart, thus building a vision of how students should live their lives.

Explain the four major cultural dimensions identified by hofsted Research Paper

Explain the four major cultural dimensions identified by hofsted - Research Paper Example The four dimensions will be focused upon with respect to USA and other three countries from Europe, Asia and Latin America. Determining a culture of any given country is essential for any business. International business depends upon cultures of different countries in designing their policies; barriers within these cultures are worked upon in an effort to formulate a harmonized culture. In profiling countries based on Hofstede’s cultural dimension, the research will focus on data and indexes provide for in the Hofstede Centre website. Each country will be profiled based on given scores. The score will be done on three countries. These countries are the USA, Mexico, Japan and Germany. The scores will be used to identify suitable environments for setting up a business. The barriers from the chosen country will be focused upon thus allowing an analysis of these barriers and identifying models that will overcome the barriers. The four countries where identified due to their uniqueness in terms of geographical location, government policies and cultural differences. Recommendations will be made based on the suitable country to set up a business (The Hofstede Centre, 2010). The United States of America has a higher score in individualism compared to other cultural dimensions. Individualism had a score of 91, power distance had a score of 40, and masculinity scored 62 while Uncertainty avoidance scored 46. In the case of Mexico, uncertainty avoidance scored highly compared to other dimensions. Individualism scored lowly compared to the three dimensions (The Hofstede Centre, 2010). The scores for this country where; individualism at 30, masculinity at 69, uncertainty avoidance at 82 while Power distance at 81. Japan on the other hand had a high score on Masculinity at 95 and a lower score of 46 on individualism. Power Distance scored an average score of 54 while Uncertainty had an averagely high score of 92. In Germany,

Impact Of Demand For Company Product Essay Example | Topics and Well Written Essays - 2500 words - 1

Impact Of Demand For Company Product - Essay Example The ability for economic growth and a decline in employment would provide more individuals and households that wouldn’t be as limited in buying specific products. There would be the ability to invest in different types of products while looking at other needs which can be added to daily living. More important, there is the ability to create a different amount of spending with the more that individuals are employed and able to work with the product. The combination of increase with the national income as well as the flexibility which most would have for providing new options in products would help Dairyland to have more supplies while factoring in a growth for demand for basic products as well as items that are known within the corporation but not as popular. Even though this would provide advantages for the company, there are also some restrictions on the demand. The inflation would also create a rise in the prices with Dairyland. Currently, there is a direct association with the products that are based on the ability to offer low and wholesale prices. The inflation would automatically increase the number of prices for the products. Even though the demand would increase from one perspective, there might be the need to change the pricing. This would become a disadvantage as it is the main way in which Dairyland can create and associate with the products that are available in the community. For this particular aspect to work, there would be the need to diversify the products or find ways to decrease debt and other costs within the corporation. Even though there is more demand for the supplies offered, the company costs will increase. The demand for more products also increases the need to meet the demand for supplies. There is also the need to increase and diversify the costs according to the demand.

How do people survive a catastrophe Research Paper

How do people survive a catastrophe - Research Paper Example No one wants to go through a flood or wish this upon anyone else, but they do happen. Pre-preparation for flood protection include: Avoid building in a flood plain, if possible, strongly consider buying flood insurance and elevate and reinforce the home, consider elevating the HVAC, electric panels, etc. for protection from flood waters (Schneider, 65). Consider constructing outside barriers for rising water protection; develop an emergency kit with required medicines, nonperishable foods and sufficient bottled water to cover the family for several days. Also, develop an evacuation and communication plan, orienting the family with its contents (Bierens, 34). Flood survival tips include listening to the radio and television for weather information. If a flash flood is a possibility, move to higher ground and do not wait for instructions to move. Be aware of rivers, streams, drainage channels and other areas known to flood easily. Flash floods can occur with very little warning, such as rain clouds or heavy rain. Before leaving the home cut off the utilities, close open valves and disconnect electrical appliances. Do not touch electrical equipment if you’re wet or standing in water, do not walk through moving water. Six inches of moving water can make you fall. If you have to walk in water, walk where the water is not moving. Use a stick to check the firmness of the ground in front of you. After the flood avoid floodwaters. Since floodwater could be contaminated with oil, gasoline, raw sewage and other substances. Water may also be electrically charged from underground or downed power lines. Stay away from down power lines and repo rt them to the utility company. Stay out of buildings that are surrounded by floodwaters. Use caution when entering buildings (Hamilton, 104). The foundation could have hidden damage. Service damaged septic tanks, cesspools, or pits as soon as possible. Damaged

Ethical Position4.2 Essay Example | Topics and Well Written Essays - 750 words

Ethical Position4.2 - Essay Example While the idea invokes personal commitment, several legal responsibilities have since been ratified to compel medical practitioners to account for their actions and behaviour in the course of duty (Chaloner, 2007). Benefits of good nursing practice to patient and society Critical evaluation of objective approach to nursing ethics suggests that the good nursing has a number abstract benefits to the patient, society and the institution. To begin with, patients often feel appreciated and respected when nurse recognize and respect their rights. A typical example is the right to informed consent where nurses provide patients with relevant clinical information and the desired outcome of a proposed intervention. Patients are then consulted to give informed consent while exercising autonomy over the choice of medical care they wish to receive. The comfort that comes with giving informed consent also makes the patient responsible for the outcome of the chosen intervention as reiterated by Gui do (2010). Secondly, particular consideration of the professional code of ethics is another important aspect of evaluating the benefits of good nursing. ... The society develops trust and confidence in healthcare facilities that have demonstrated outstanding commitment for professionalism, accountability and respect for patient needs (Cowen & Moorhead, 2011). From a different perspective, matters of confidentiality also form an integral part of the moral obligation in modern nursing practice. According to Guido (2010), nurses are required to keep all medical information of patient’s private and confidential at all times unless when there is undisputed evidence that keeping such information poses significant threat to the community. Otherwise, the knowledge that nurses might compromise the ethics of confidentiality could discourage patients from revealing pertinent details about their medical history and they can find it also difficult to confide in nurses. Such uncertainties have the potential of provoking anxiety and psychological distress among patients with sensitive health conditions which they might not want many people to kn ow about as observed by Chaloner (2007). These challenges can affect patient recovery or even worsen the condition especially in cases of mental health dilemmas. Current condition of healthcare in America As it stands today, America is a cosmopolitan society with a political, social and economic welfare statues that has been transformed by memories of struggle, tragedy and costly sacrifices aimed at America a better place for human habitation. No one is willing to see these milestones go down the drainage due to inadequate commitment to uphold excellence and professionalism across all spheres of human interaction in America. This realization is the

Family Law Essay Example | Topics and Well Written Essays - 1000 words - 2

Family Law - Essay Example Thus, the clause most applicable in this case is one of â€Å"unreasonable behaviour† on part of James. (Family Law Act 1996) It is important to note that the reason for divorce has very little bearing on how the court decides the award of maintenance amount, property ownership/share, etc (Cook 2006). Similarly, decisions regarding the children are made independent of property issues and spouse maintenance issues. Even though the Victorian house is inherited by James, there is no guarantee that he will retain his complete ownership of the house after divorce. Though Susan has not contributed financially to the home or the bills during the marriage, she still has a right to make a claim, for she has â€Å"contributed in kind†. Her complete care for the children allowed James to concentrate on his career. Thus, Susan has a â€Å"beneficial interest† on the property and the court will consider the house as â€Å"Matrimonial Property† (www.dca.gov.uk). The court even has the power to transfer ownership, if need be. Before deciding on how to share the property, the court will take into account the length of the marriage, the parties’ age, their lifestyle needs, their earning capacity and the children’s needs. (Family Law Act 1996) Essentially, when a couple seek divorce, a court can, and quite often does, divide up the matrimonial assets, his, hers and theirs, in any way it sees fit. The resolution of financial disputes in a divorce case is also known as â€Å"ancillary relief†. Regardless of who owns the property, the court may have it transferred to the other and this applies to all property owned either by James or Susan as well as the jointly owned ones. (Watson-Lee 2006) Ownership and Tenancy are two different things. Susan had indicated her wish to continue living in the house along with the children. Susan is being reasonable in making this claim. Given the previous case histories of divorce cases, it could be

Radiation Treatment of Foods Research Paper Example | Topics and Well Written Essays - 500 words

Radiation Treatment of Foods - Research Paper Example The preservation of the quality of the food in terms of flavor, texture and components is also another advantage of the radiation method as compared to other methods (Alothman et al. 201). The first benefit of radiation in food preservation is in terms of effectiveness in disinfection from different forms of contaminants. The use of radiation is recognized as a physical and non-thermal method of food preservation also referred to as cold-pasteurization used to decrease or even remove pathogens and contaminants from food. The process is commonly used for the â€Å"removal of pathogens in fruit juices, hindering the spoilage of seafood and meat products and prevention of microbial growth such as Salmonella in poultry products.† Lower doses referred to as radurization are used to hinder enzyme action such as sprouting and ripening (Dionisio et al. 1267). The process of decontamination then can improve the shelf-life of the food and related products (Alothman et al. 202). The effi ciency of radiation treatment on the basis of price and time is another important advantage. The process of radiation treatment is time-efficient due to the fact that compared to other methods it has short processing time.

Drug Abuse, Manslaughter and Law Essay Example | Topics and Well Written Essays - 1000 words

Drug Abuse, Manslaughter and Law - Essay Example Cocaine is a dominant hard drug that attracts severe penalties for possession and eventual trafficking. The controlled substance act serves the whole nation in implementing all legislations for single convention on narcotics and drugs and helps in reducing the atrocities developed from the drug distribution. This was brought about by full discovery of the addictive properties of cocaine, including the perceived problems that are brought about by addictive use of cocaine (Gardner & Anderson 2011 p 430). A negative notion was further linked to cocaine as many people stressed that cocaine abusers were mainly gamblers, prostitutes, burglars, racketeers, and pimps among other law breakers. It further created a notion that cocaine increased people’s ability to commit more crime as it gave them heightened approach to life and the courage to commit crimes that have been restricted by law. In this case, Nino Schenquist and Bill Rallia are involved in the use of illegal drugs together. They are both liable for using drugs that are recognized by law as illegal and any person found guilty of such an offence faces a stringent arm of the law. They are guilty of using drugs that increase perseverance, alertness, energy, and motor activity. The drug use affects a person’s feelings of well being hence increased competence and sexuality to higher levels that could increase a person’s probability of involvement into unsocial and illegal practices unwillingly. In a state of law, Rallia and Schenquist will be first convicted of frequent use of drugs in the country. The only legal use of cocaine is stipulated under local aesthetics as it is used constructively in making patients persevere pain during a medical examination or procedure. According to the United States controlled substance act of 1970, cocaine is placed under schedule II drug, as it is a highly classified drug in terms of high potentiality for abuse leading to severe physical and psychological depe ndence (Gardner & Anderson 2011 p 432). The two culprits will face an established mandatory law that provides a specified minimum drug sentence as they can not get out scot free. However, there are different penalties for the different types of cocaine in the United States. For instance, the federal law accords a higher sentence to crack cocaine than for powder cocaine since there is a high indulgence in the crack cocaine a large number of African Americans. It also claims a harsher prison term for blacks in the United States since their indulgence is increasingly severe as they increase the trade in the illegal drugs due to their lucrative income. Possession of a five gram of crack cocaine attracts a hefty first-offence penalty of not less than five years imprisonment. The same imprisonment of not less than five years is accorded to a person who is found in possession of five hundred grams of powder cocaine in the same law. This shows the utter difference in the two types of the sa me drug According to the controlled substance act of the United States, Rallia and Schenquist will be convicted in relation to section 959 ((a) for manufacture or distribute a controlled substance. Since they have been thriving in the business of using controlled drugs, the law will have to file possible allegations in a court of law for the conviction. Rallia is solidly behind the death of his cousin Schenquist since he is responsible for allegedly stabbing him after they had a misunderstanding at Thomas’

Theoretical Background Essay Example for Free

Theoretical Background Essay Purchasing is â€Å"Critical to supply chain efficiency because it is the job of the purchasing to select suppliers and then establish mutually beneficial relationships with them. Without good suppliers and without superior purchasing, supply chains cannot compete today’s† marketplace. Purchasing is also very involved in product design and development work. Many â€Å"manufacturers have found out that manufacturing costs can be reduced, product quality maximized, and new products brought to market at a much faster rate if purchasing brings the key suppliers into the product design and development at the earliest stage of process. † And purchasing is directly involved in the implementation of e-commerce systems. (Fitzgerald, 2000) Purchasing is responsible for obtaining the materials, parts, supplies, and services need to produce a product or provide a service. You can get some idea of the importance of purchasing when you consider that, in manufacturing, upwards of 60 percent of the cost of finished goods comes from purchased parts and materials. Furthermore, the percentages for purchased inventories are even higher for retail and wholesale companies, sometimes exceeding 90 percent. Nonetheless, the importance of purchasing is more than just the cost of goods purchased; other important factors include the quality of goods and services and the timing of deliveries of goods and services, both of which can have a significant impact on operations. The goal of purchasing is to develop and implement purchasing plans for products and services that support operation strategies. Among the duties of purchasing are identifying sources of supply, negotiating contracts, maintaining a database of suppliers, obtaining goods and services that meet or exceed operations requirements in a timely and cost-efficient manner, and managing suppliers. Thus, purchasing select suppliers, negotiates contracts, establishes alliances, and acts as liaison between suppliers and various internal departments. Purchasing is taking on increase importance as organizations place greater emphasis on supply chain management, quality improvement, clean production, and outsourcing. Moreover, business-to-business buying relationships are changing: although traditional relationships currently account for the lion’s share of buying relationships, they are expected to decrease substantially by the middle of  the decade, while Web-based auctions and manage inventory relationships are expected to grow. In addition, increasing globalization will continue to have an impact on purchasing. (McGraw-Hill, 2007) The purchasing function in business organizations is becoming increasingly important. Among the reasons are increased levels of outsourcing, increased used of the Internet, greater emphasis on supply chain management, globalization, and continuing efforts to reduce costs and increase quality. Among purchasing responsibilities are obtaining the materials, parts, supplies and services needed to produce a product or provide a service. Price, quality and reliability and speed of delivery are important variables. Purchasing selects suppliers, negotiates contracts, and establishes alliances, and act as liaison between supplier and various internal departments. It also is involved in value analysis, vendor analysis, make-or-buy analysis, supplier audits, and supplier certification. (Morgan, 1994) In many business organizations there is a move to reduce the number of suppliers and to establish and maintain longer-term relationships with suppliers. Supplier partnerships may involve cooperation that takes the form of sharing of planning and information, and perhaps cooperation in product and process design. (Morgan, 1994) An underlying consideration in purchasing, as in all areas of business, is maintaining ethical standards. The supplement provides a recommended set of ethical practices in purchasing. (Morgan, 1994) Although often associated with the public sector, purchasing groups are also an alternative considered more and more by managers of the private sector. A purchasing group increases volume consolidation, making it possible to have only one negotiation, in order to increase the purchasing group members power vis†Ãƒ  Ã¢â‚¬ vis that of its suppliers. However, a purchasing group also constitutes an additional link in the supply chain and its objectives could go contrary to those of some of its members. This is why organisations considering joining a purchasing group should analyse this option strategically, in order to assess correctly the potential long†term benefits. (Nollet Beaulieu, 2005)

Impact of E-Commerce in Modernisation Essay Example for Free

Impact of E-Commerce in Modernisation Essay The term Electronic Commerce or E-Commerce consists of all business activities carried on with the use of electronic media that depend on the Internet, such as e-mail, instant messaging, shopping carts, Web services, UDDI (Universal Description, Discovery and Integration), FTP (File Transfer Protocol), and EDI (Electronic Data Interchange), and all forms of messaging between enterprises. E- Commerce can be between two businesses transmitting funds, goods, services and data or between a business and a customer. In simple words, E-Commerce involves buying and selling of goods and services over the World Wide Web or Internet. Customers can purchase anything right from a mobile set or a book sitting in his room by click of a mouse. Because of E-Commerce, the world stands at the edge of a new revolution. With the easing of the telecommunication sector world wide, the use of E-Commerce will increase rapidly. E- Commerce brings new opportunities for enterprises to access markets of all over world. Every service and information about the product is available just on a mouse click. The modern technology offers an opportunity to enterprises to upgrade themselves and enter the global market at the right time and at a low cost. This would work like a boon for the entrepreneurs in rural area of BTAD. E-Commerce may involve selling directly from Businesses-to-Consumers (B2C E-Commerce). For example, a number of craft producers and tourism enterprises have already found some success dealing directly with customers. E-Commerce can also be conducted directly between Businesses (B2B E-Commerce). This is by far the most common type of E-Commerce at present. There is also Business-to-Government activity (B2G E-Commerce) that refers to the growth in supply of goods and services for online government procurement – potentially a large growth area in developing countries. An Entrepreneur is a business leader who has a pivotal role in fostering economic growth. An entrepreneur can be regarded as a person who has the initiative skill and motivation to set up a business or enterprise of his own and who always looks for high achievements. He is the catalyst for social change and works for the common good. They look for opportunities, identify them and seize them mainly for economic gains. An action oriented entrepreneur is a highly calculative individual who is always willing to undertake risks in order to achieve their goals. Entrepreneurs generate employment both directly and indirectly. Directly, self employment as an entrepreneur and indirectly by starting many industrial units they offer jobs to others. Thus entrepreneurship is the best way to fight the evil of unemployment in the BTAD area. For North-East region such as BTAD area one of the most important benefits of E-Commerce is its potential to help a developing rural areas to transform into the knowledge model region. The positive effects of E-Commerce can be adopted by the traditional entrepreneurs in BTAD area to modernise their local or native enterprises. E-Commerce can stimulate the traditional entrepreneurs of BTAD area by opening new possibilities to them and thus help to grow the economy of BTAD area. E-Commerce is as a new way of helping business enterprises of the rural areas of BTAD to compete in the market and thus contributing to economic success as well. E-Commerce involves the selling and buying of goods and services over World Wide Web i.e. Internet or others Electronic media by businesses, individuals, governments or other organisations. Customers can buy anything right from a mobile set or can book an Air ticket sitting in his room just by click of a mouse. The traditional enterprises of BTAD area can be modernise with the help of E-Commerce, which will add the flexibility and speed offered by electronic communications. This can facilitate improvement in competitiveness and efficiency through the redesign of traditional business methods. E-commerce has turned out to be the most efficient way of promoting one’s products online and also ensuring a truly global appeal for the same. Some economists’ say that the newly emerged economy can be very appropriately called as the transparent economy because the Internet makes has made it more open and exposed. In BTAD, E-Commerce is not practice by the traditional enterprises. As E-Commerce offers new opportunities, entrepreneurs of BTAD area should try to gather maximum advantage of Electronic marketing. Thus, it is high time that the traditional entrepreneurs in BTAD area should act fast and decisively in order to use the growing Internet trading to achieve advantage. The reason for concentrating on this topic is that, there is no research on E-Commerce in rural area of BTAD is conducted. 1. LITERATURE REVIEW: The purpose of this research is to investigate and analyze the impact of E-commerce in traditional enterprises of BTAD area. A review of principal and current literature on e-business and perspective of entrepreneurship was undertaken to collate the existing theories about the two and to explore the conceptual relationships between them. One of the best book for E-Commerce published in 2004, was entitled â€Å"The Complete E-Commerce Book† by Reynolds, Janice. Through his book he wanted to acquaint the readers with the various technical aspect of E-Commerce. Another book was published in 2008, was entitled â€Å"managing e-commerce† edited by Botha, J, Bothma, C, and Geldenhuys, P. They explained the impact of E-Commerce and innovation on business models. Kumar, S. Anil through his book â€Å"Small business and Entrepreneurship† in 2008 wanted to highlighted various aspects of Entrepreneurs. Likewise various articles have also been published in various journals dealing with various aspects of the E-Commerce as well as the Entrepreneurship. Further some research has also been done about the various aspects of traditional enterprises of North East including Assam. But no one has attempted so far a detailed study including almost every aspect of modernisation of traditional enterprises in BTAD area. This will be certainly a unique one. 2. OBJECTIVE OF THE STUDY: The propose study has been undertaken keeping in mind the following objectives: a) To highlight the traditional entrepreneurship in BTAD area. b) To study the impact of modernisation of Entrepreneurship in BTAD area. c) The analyses the impact of E-commerce on the entrepreneurs in BTAD area. d) To highlight the scope of new entrepreneurs in the Internet marketing in BTAD area. e) To help entrepreneur to start a new business and expand the existing one with the help of E-commerce. f) To study E-commerce and its socio-economic impact on Entrepreneurship development. 3. HYPOTHESES: The following hypotheses have been formulated to the test the objectives taken above: a) Educated unemployed in BTAD area can start their entrepreneurship with the help of E-commerce. b) Due to the influence of internet marketing the change in economic and entrepreneurship in BTAD area in terms of their traditional business system. c) Government policies on traditional entrepreneurship development are not satisfactory. d) The Business-to-Business transactions play an important role in E-commerce market of BTAD area. e) The future of E-commerce for entrepreneurs in BTAD is quite promising. 4. RESEARCH METHODOLOGY: This research paper aims to give a better understanding of the complementary nature of entrepreneurship through an empirical study of Utilities of E-Commerce in various industries in the BTAD area. In order were conducted to examine the perceptions of entrepreneurs in E-Commerce regarding entrepreneurship and the factors affecting the development and integration of entrepreneurship in the BTAD area. The main purpose of the literature review was to collate the existing theories and basic knowledge about the entrepreneurship and E-Commerce to explore the conceptual relationships between them. A review of the current literature on E-Commerce as well as entrepreneurship was conducted. In addition web research was conducted to support the literature review. The sources provided by the web research were the most convenient and the fastest due to its accessibility. The analysis of some case studies has been done to support the literature review. Case studies were undertaken to explore organizational behaviour and practice, entrepreneurship and E-Commerce in various enterprises in BTAD area. In addition to the case studies, interviews were conducted in several enterprises of BTAD area to explore the conceptual relationship between entrepreneurship and E-Commerce, and the factors affecting the development and integration of entrepreneurship. These interviews focused on how these industries in BTAD area utilizes E-Commerce, how they benefited and what lessons can be learned from the experiences. 5. CHAPTERISATIONS: The study proposes the following Chapters: a. Chapter 1. Introduction. b. Chapter 2.Review of Literature. c. Chapter 3.The Entrepreneurs in BTAD area and their problems. d. Chapter 4.Practice of E-commerce by the Entrepreneurs in BTAD area. e. Chapter 5.Analysis of the practices of E-commerce on Entrepreneurship development in BTAD area. f. Chapter 6.Findings, Suggestions and Conclusion. g. Chapter 7.Bibliography. 6. BIBLIOGRAPHY: Books: 1. Dr. Singh, A.K., 2009 : Entrepreneurship Development and Management, University Science Press, Daryaganj, New Delhi-2, 2009. 2. Botha, J. , Botham C., Geldenhuys P., 2008 : Managing E-commerce, 2nd Edition, Juta Co. Ltd., Mercury Crescent, Wetton, Cape Town, 2008. 3. Kumar S. Anil, 2008 : Small Business and Entrepreneurship, I.K. International Publishing House Pvt. Ltd., New Delhi-16, 2008. 4. Reynolds, Janice,2004 : The Complete E-commerce Book, published by CMP Books, San Francisco, USA, 2004. 5. Tiwari, Sanjay, Tiwary, Anshuja, 2007: Entrepreneurship Development in India, Sarup Sons, New Delhi-2, 2007. 6. Uddin, Sami , 1989 : Entrepreneurship Development in India, First Edition, Mittal Publications, Delhi-110035, 1989. 7. Wallance, P D,2001 : Encyclopaedia of e-commerce(Vol. II), Sarup Sons, New Delhi-2, 2001. Journals: 1. Bajaj, K.K., Country Report on E-Commerce (India, Ministry of Communications and Information Technology, Department of Information Technology, Office of the Controller of Certifying Authorities). 2. CII, 2001. E-commerce in India: How to make it happen?, Report of the CII National Committee on E-Commerce 2000-2001 (Confederation of Indian Industry). 3. Das, Sanchita, 2001. Cables in the deep, 2-15 April 2001. 4. Department of Telecommunication, India, 2001. DOT Annual Report 2000-2001. 5. E-commerce (India), October 2001. Redefining business parameters, October 2001.

Air Asia Consumer Buying Process

Air Asia Consumer Buying Process Introduction The Slogan of AirAsia goes as Now Everyone Can Fly. It is now the leading airline that was established in the year 2001 with the dream of making flying possible and achievable by everyone around any corner of the world. AirAsia managed to become one of the leading airline service providers despite facing the difficulties during the period of recession. They managed to create route networks that cover more than 20 countries which enables the consumers to travel around the globe. The vision of the leading airline company AirAsia is to be the largest low cost airline in Asia and serving the 3 billion people who are currently underserved with poor connectivity and high fares. This shows that the airline is focusing on the middle income earners as their target market. The missions of the AirAsia will be inspiring to many companies. One of the core mission of the airline company is to be the best company to work for whereby employees are treated as part of a big family. Besides that, another mission of the company is to create a globally recognized ASEAN brand. This will be a proud statement for the company that originates from Malaysia which enables the country to rise higher in global arena. Another mission of AirAsia is to attain the lowest cost so that everyone can fly with AirAsia. They are actually flying their talk because the one way tickets are sold at a remarkable price of RM 1 As the Marketing Director of AirAsia, the task has been given by the Managing Director to explain the impact of consumer buying process and its application to a marketer. 2.0 Definition of Consumer Buying Process Consumer buying process is simply the factors that influence the buyer to buy and consume certain product and services. The consumers will be facing some external and internal influence factors that make them to buy a certain product. The definition of consumer buying process goes as the buying behavior or the acts of people when it comes to buying a certain product or services. In this case, it is the consumer buying process or behavior when it comes to buying or using the AirAsia services. (Hammond, James. 2008) 3.0 Stages of the Consumer Buying Process. As there are phases when it comes to a product development, same goes to the consumer buying processes consist of six stages. The end result will be the purchase of the product or services but not all the consumers will be end up buying or purchasing the product but for a general assumption this is the stages that is involved when it comes to consumer buying behavior. The main six stages are problem recognition, information search, evaluation of alternatives, purchase decision, purchase and post purchase evaluation. (Hammond and James. 2008) 3.1 First Stage Problem or Need Recognition. As the name suggest it is the problem and the need recognition for the consumers in order to identify how to solve the particular problem or need. This is where they will be looking for a services or product that can solve their problem easily. The consumers will be facing problems such as the ticket price is very high. The price of the AirAsia ticket is cheaper compared to Malaysian Airlines and other airlines. Another problem that most consumers will face is the facilities that they can enjoy. Seem to be that the price is low for AirAsia ticket, the seats are too small and the consumers will not be able to sit comfortably. (Leventhal and Richard. 2006) 3.2 Second Stage Information Search It is the stage where the consumer will do his research about the product or services that can help to solve problem or the need of the consumer. A very good information research will lead the consumer to several alternatives of products or services. For an example, consumers can get more information about AirAsia through newspapers that have the advertisements of AirAsia. Besides that, consumers can find the information that they need through the website of AirAsia. Another form of information research that will be effective is through the Opinion Leaders where most consumers claimed to buy the tickets after hearing the experience of other consumers consuming the product or service. (Danziger and Pamela . 2006) 3.3 Third Stage Evaluation of Alternatives As the name suggests, the consumer will be evaluating all the possible alternatives or the services available through comparison method of price, quality and the services being offered in a way that can solve the need or problem of the consumer. There are many alternatives for consumers in the airline market such as Malaysian Airlines that can travel almost all parts of the world whereby the consumers who wants to travel to United States will not be able to enjoy the service through AirAsia because AirAsia does not offer route to that country. This will make the consumers to find an alternative such as Malaysian Airlines. (Danziger and Pamela . 2006) 3.4 Fourth Stage Purchase Decision This is where the consumer takes the decision to buy the services from a certain company after a deep evaluation and comparison. The consumers can buy the AirAsia tickets in a few methods such as through online purchase where the consumers can buy the ticket based on their preference and need. The consumer can even buy the tickets at their nearest AirAsia ticketing centre where the consumers can book the ticket and even purchase it with the information and support given by the salesperson. (Leventhal and Richard . 2006) 3.5 Fifth Stage Purchase This stage will be the part where the consumer buys the service or the product. The money is given for the service or the product that the consumer is going to consume. The consumers can buy the ticket of AirAsia by using their credit card where most consumers prefers online booking that allows them to choose the date with their own pace. The consumers can purchase the ticket months ahead of the date that can be done at the ticketing counter or online that is available in most parts throughout the country. (Wright and Len Tiu. 2006) 3.6 Final Stage Post Purchase Evaluation. To say it simple it is the outcome of the purchase of the product or services for the customer. Whether it is a satisfaction or dissatisfaction for the consumer. Consumers can even choose the meals that they prefer to have during their flight hours. This enables the consumers to make their journey a satisfactory journey that gives comfort and pleasure travelling by AirAsia. (Wright and Len Tiu. 2006) 4.0 Impact of consumer buying process. There are few impacts of consumer buying process or behavior. The impacts are from personal, psychological and also social. 4.1 Personal Impact From the aspects of personal there are many things that affect the consumer decision as their demographic factors, their sex, religion and also their race. Even their family also will affect their decision greatly. When it comes to buying AirAsia ticket, family members will tend to induce to buy for the low price. 4.2 Psychological Impact. There are few categories involved under the psychological impact as the motives of the consumer, the perception of the buyer, the ability and the knowledge of the user, the attitudes, the personality and also their lifestyle. This will be giving a greater impact to the decision process of the consumer. 4.3 Social Factors Social factors will be external factors that affect the consumer to buy a certain product or services. Some of the social factors are the opinion leaders, persons family, reference groups, social class and culture. They play an important role in the decision of the consumer to buy a certain product or services. 5.0 Application to a marketer. As a Marketing Director of AirAsia, there are several applications that can be made to ensure the consumers are satisfied and will buy the services more frequently. 5.1 Marketing Mix One of the ways of doing it is through the alteration of marketing mix according to the need and purpose of the consumers. The marketing mixes that as a marketer can use is the price, place, product and promotion. 5.2 Marketing Strategies Besides that, a very good marketing strategy will help the firm to attract more consumers. The marketer can analyze from where and what source of advertisements attracts the consumers and maintain the same concept which will be a guaranteed way of attracting more and more consumers that will lead to the profit and the success of the firm. 6.0 Conclusion Consumers have the rights to enjoy perfect and quality services for the price that they pay to companies. As the Marketing Director of AirAsia, the services that are being offered by AirAsia is solely for the satisfaction of the consumers and whenever there are some dissatisfaction in the service, immediately we will try to make changes to ensure the consumers get what they want. The buying process of the consumers have a greater impacts on marketing such as product price place and promotion. They way the consumers react to our services make us to be able to make changes and advertisements in the way that would ensure the consumers would like to get information. Therefore, besides profit, one of our ultimate goals is to give a satisfaction for more than what the consumers pay. By understanding the consumer buying process it will be able to reach AirAsia mission in future. Besides that Air Asia can accomplish their goal and objective by analyzing the consumer buying process which involves the six stages and the impact which consist of personal, psychological and social. Each stages able to identify consumer reaction or behavior towards the services. In addition by analyzing the trend and growth AirAsia can be a benchmark among the airlines industry. Moreover Air Asia will have greater improvement in terms of their weaknesses and focus on consumers needs and requirements by fulfill customer satisfactions.

Animal Rights :: essays research papers

Medicines, household products, food, and basically everything involved in the life of an average person has to under go a form of testing before it is legal to be placed on a shelf and if available to the public. The same tests are performed on every medical procedure that is introduced to surgeons. Since the only way to directly mimic the human body is to use it itself, scientists were forced to find the closest and best alternative. That is where animals were introduced to the medical profession. Experimentation on animals date back to as early as 500 BC, making this form of medical validation one of the oldest known to humans. It is not only one of the oldest but one of the most informative. Scientists use animals in medical research to study how the body works and how to diagnose, cure, and prevent disease. Researchers also use animals for tests to try to protect the public from dangerous chemicals, (Day, 13) such as those included in detergents, bleach, and other household prod ucts. When live animals are used in experimentation, this practice is called vivisection. Animals are used in many instances because their bodies often react in a similar way to that of a humans. Although animals have been used in medical research for numerous years it was not until the early 1920’s that it became more prominent. It was at this point that the introduction of using live, un-anesthetized, animals to study toxic effects on an increasing array of drugs, pesticides and food additives was introduced. After this great advance in medical research the results of using animals grew with leaps and bounds. In 1970 this process peaked with the use of millions of animals. Since then, according to the USDA’s Animals Welfare Enforcement, 1,267,828 animals were used for medical purposes in 1998, which is more than a 50 percent decrease since 1970. Although this is a drastic drop in animals used there have been many medical advances; virtually every medical break throug h this century has come about as the result of research with animals. (Office of Technology) Of the many animals used for experiments, about 90 percent of the animals used are rats, mice and other rodents. Animals such as these are used for two reasons, one because they are readily available upon request, and two because they are cheap which helps aid the large cost of animals experimentation.

Mama Day by Gloria Naylor :: Mama Day Gloria Naylor Literature Essays

Mama Day by Gloria Naylor The comparisons--North vs. South, city vs. country, technology vs. nature--are numerous and have been well documented in 20th century literature. Progress contrasts sharply with rooted cultural beliefs and practices. Personalities and mentalities about life, power and change differ considerably between worlds... worlds that supposed-intellectuals from the West would classify as "modern" and "backwards," respectively. When these two worlds collide, the differences--and the danger--rise significantly. This discrepancy between the old and the new is one of the principal themes of Gloria Naylor's Mama Day. The interplay between George, Ophelia and Mama Day shows the discrepancies between a "modern" style of thinking and one born of spirituality and religious beliefs. Dr. Buzzard serves as a weak bridge between these two modes of thought. In Mama Day, the Westernized characters fail to grasp the power of the Willow Springs world until it is too late. "When I was just out of school I worked with a team of engineers in redesigning a nozzle for a nuclear steam turbine generator... It was an awesome machine... And when it ran... lighting up every home in New York, a feeling radiated through the pit of my stomach as if its nerve endings were connected to each of those ten million light bulbs. That was power. But the winds coming around the corners of that house was God" (251). George's experience in the hurricane is just one example of the contrasts between technology and spirituality. George ardently believes that every problem can be solved with rational thinking, planning and plenty of hard work. His obsession with fixing the bridge after the hurricane further illustrates this point; despite assurances from Mama Day and Dr. Buzzard that the bridge would be built in its own time, George diligently pushes the townsfolk beyond their capacity to work. His behavior surrounding the bridge--not to mention the boat he tries to mend--is bas ed on his desire to save Ophelia from a strange illness. He ignores the advice and guidance of Mama Day and plunges into the crisis through rational means. Ultimately, he loses his own life when saving his beloved wife, though George never understands how or why. Dr. Buzzard had warned him that "A man would have grown enough to know that really believing in himself means that he ain't gotta be afraid to admit there's some things he can't do alone" (292).

Cerebellar Lesions and The Neurosurgeon :: Medicine Treatments Papers

Cerebellar Lesions and The Neurosurgeon Modern Surgical Approaches The incorporation of computed topography into stereo tactic techniques coincided with a general interest in stereo tactic approaches to intracranial tumors. Several authors including Moser and Backlund in 1982 and Apuzzo in 1984 reported safe CT based stereo tactic tumor biopsies ofpineal region tumors. Most series of stereo tactic tumor biopsies contain a number of pineal region lesions. The reported mortality and morbidity of imaging based stereo tactic biopsy is very low. It is now clear that stereo tactic biopsy is one option in a management of a pineal region tumor. However, the question of sampling is frequency raised. In addition, many pineal region tumors are not cured with radiation and chemotherapy and need to be resected. Open Approaches The evolution of modern microsurgical techniques have resulted in a precipitous reduction in the morbidity andmortality in the open approaches for the excision of pineal tumors. Packer (1984) reported nomortality in the partial resection of 24 pineal region tumors most of which were operated using a transcallosal approach, although an infratentorial approach was use d in some of these. Larger subsequentseries were reported by Lapras and Patet (1987) with 100 patients and no mortality and Sano (1987) with 125 patients. Edwards (1988) and Hoffman (1991) each reported pediatric series of 30 and 33 patients respectively.No mortality was experienced in any of these surgical series. Most employed infratentorial or transtentorial approaches. The open approach has two major advantages over stereo tactic biopsy: it provides more tissue and adequate histological sampling and it allows excision of tumors, which can potentially cure by resection. Stereotactic Biopsy The surgical methods are reported elsewhere and described briefly here.Stereo tactic biopsies were performed utilizing the COMPASS stereo tactic system (COMPASS international, Inc. Rochester, Minnesota). The procedures comprise three steps: data base acquisition, surgical planning and thesurgical procedure. Data base acquisition: Under sedation and local anesthesia a CT/MRI compatible stereo tactic head frame is placed.

Swot Ryanair

Miriam Mennen An Analysis of Ryanair’s Corporate Strategy Essay Document Nr. V145623 http://www. grin. com/ ISBN 978-3-640-56879-6 9 783640 568796 Global Corporate Strategy – A Case Study on Ryan Air An Analysis of Ryanair’s Corporate Strategy Executive Summary Ryanair was founded in 1985 as a family business that originally provided full service conventional scheduled airline services between Ireland and the UK.The airline started to compete within the confines of the existing industry by trying to steal customers from their rivals, especially the state monopoly carrier Air Lingus, outlined by Chan Kim and Renee Mauborgne (2004) as â€Å"Bloody or Red Ocean Strategy†. Ryanair seemed to follow a â€Å"me-too strategy†; according to Osborne, K. (2005), they â€Å"tried to be all things to all people†. Even they started restructuring; their strategy was not enough differentiated and their cost advantage was too low to be profitable. In 1986, th ey got â€Å"stuck in the middle†, outlined by Porter (1985) as they had a limited cost advantage and no service advantage.Ryanair then created a competitive advantage through the alignment of the three components of business systems; 1) Creating superior value for their customers (outside perspective) 2) Supplying their superior value-adding activities in an effective and efficient manner (which jointly form the â€Å"Value Chain†) 3) Possessing over the resource base required to perform the value-adding activities, (inside perspective) According to Porter (1987), â€Å"corporate strategy is what makes the corporate whole add up to more than the sum of its business unit parts. It is seen to be concerned with the overall purpose and scope of the organisation and to meet the expectations of major stakeholders. All aspects of Ryanair’s value chain are important to the company and their shareholders as Ryanair’s decisions add value to both. The following re port outlines the three perspectives of shaping Ryanair’s business system. The value creation dimension of Ryanair’s business model will be outlined, considering the theories of Porter and the more recent authors Kim and Mauborgne (2004).Further, the linkages in the airline’s value chain and their resource base will be analysed, considering Hamel and Prahalad’s (1990) core competency model (inside-out approach). 1 Global Corporate Strategy – A Case Study on Ryan Air In section 2, the future challenges of the airline are considered. Ryanair’s strengths and weaknesses will be analysed, internal value creating factors such as assets, skills or resources, to consider how the airline can create alignment to its opportunities and threats, external factors.An stronger â€Å"outside – in† approach for Ryanair’s future corporate strategy will be considered, applying Porter’s five forces model, placing the market, the compe tition, and the customer at the starting point of the strategy process. I An evaluation of Ryanair’s key strategic perspectives 1) Creating superior value for their customers The low cost market segment Ryanair has found a source of leveraging a competitive advantage; the knowledge about the opportunities associated with implementing the low cost strategy, which was created by Southwest Airlines.The Texas airline found a unique approach to the market through reconceptualisation of market segments. In 1990, Ryanair successfully applied their model in the European market, becoming a â€Å"no frills† airline, focussing on short haul destinations and keeping its planes in the air as frequently as possible in a 24 hour period. The new low price market segment, which did not exist before in Europe, could be described as the development of a ‘blue ocean’, uncontested market space through the expansion of boundaries of the existing industry, outlined by Kim and Ma uborgne (2004).Ryanair’s low fares created demand, particularly from fare-conscious leisure and business travellers who might otherwise have used alternative forms of transportation or would not have travelled at all (Case Study, p. 3). The competition became less relevant and allowed Ryanair to develop and sustain high performance in an overcrowded industry. Up to now he airline benefits from the early profitable and rapid growth within the blue ocean and successfully executes the low cost business model, which became obvious when the airline announced that it has beaten its own downbeat forecasts to record a 29 % increase in pre-tax profits and 19 % passenger growth, having carried more than 27. 6 million passengers in the past financial year (Jameson, A. , 2005). 2 Global Corporate Strategy – A Case Study on Ryan Air Ryanair’s position within the industry However, ‘blue oceans’ are not easily protected and Ryanair has been facing competitors that try to copy their low cost approach.Further, Ryanair has always been competing within the ‘red ocean’, by targeting a broad range of customers, e. g. the business segment and â€Å"stealing customer from rivals†. This outlines that Kim and Mauborgne’s strategy approach cannot be seen as exclusive. Competing with new entrants of competitors (and differentiators), Ryanair was able to launch an â€Å"all out war†, lowering prices and remaining profitable whilst increasing the frequency of flights and establishing new routes (Case Study). According to Porter (1980, 1985), the relative competitive position within an industry lies at the core of success or failure of firms.He defined two basics types of competitive advantage; cost leadership and differentiation (and focus). Ryanair set out to be best in the budget market segment, becoming the lowest cost airline in its industry (cost focus), e. g. no paper tickets, no passenger meals, no pre-arranged sea ting, enabling to cope and remain profitable, even on low yields. The airline constantly strives to reduce or control four of the primary expenses involved in running a major scheduled airline; their aircraft equipment costs, personnel productivity, customer service costs, airport access and handling costs.The airline deals successfully with competitive forces and is Europe’s leader in low fares by generating a superior return on investment (Osborne, 2005). This supports Mintzberg’s argument of price leadership being more relevant to competitive advantage than cost leadership. Planning to turn into a â€Å"no-fares-airline† by offering flights for free (Case Study), Ryanair can be argued to follow price leadership as one of the six ways to differentiation outlined by Minzberg.According to Mr O’ Leary (2005), new planes will enable him to drive down average fares by 5% a year causing a â€Å"bloodbath†. We are going to show up in your market and tra sh your yields. † (â€Å"Ryanair rolls out plans for European domination†, 2005). Differentiation through price outlines the superseding of Porter’s generic strategies by the resource/competence-based strategy frameworks. In addition to low prices, Ryanair’s branding emphasises on punctuality and efficiency, which is mainly achieved through operating from secondary airports.According to Ryanair, their success is not just due to their low fares â€Å"but also a winning combination of our No. 1 on-time record, our friendly and efficient people and our new Boeing 737-800 series aircraft† (Ryanair, 2005). It can therefore be argued that in a globalized competitive environment, even cost leaders need to differentiate 3 Global Corporate Strategy – A Case Study on Ryan Air their message (‘hybrid strategy’), contradicting Porter’s original idea of fundamentally different routes to competitive advantage.International expansion Ryan air further constantly created value for customers by following generic growth and internationalisation strategies; they moved their operations into more and more countries, expanding the route system from its primarily Irish-UK emphasis to serve 86 destinations on 133 routes across 16 countries. According to Mr. O’ Leary (2005), they â€Å"will deliver 34m passengers from 12 European bases and have identified a further 48 potential bases. † The airline expanded recently by placing an order for 70 more Boeing 737-800 aircraft to keep growing at 20% a year (â€Å"Ryanair rolls out plans for European domination†, 2005).Ryanair can compete on price, as the airline has besides its low cost product offering an activity system and resource base that match the price positioning, opposite to traditional airlines that seem to get â€Å"stuck in the middle†, as outlined by Porter, when undergoing severe cost cutting which affects their areas of differentiation, e. g. Aer Lingus. 2) Supplying superior value-adding activities in an effective and efficient manner The â€Å"Value Chain† As Ryanair’s low cost/price pproach leads to overlapping value chains, the company is a perfect example of linking its opportunities, as outlined by Campbell and Goold (1998, in Meyer and de Witt, 2004). From a Value Based Management point of view, Porter's Value Chain framework can be seen as one of two dimensions in maximizing corporate value creation, outlining how well a company performs relatively towards its competitors (‘Relative Competitive Position’). Even Ryanair subscribes to a similar basic model compared to e. g. Easyjet, the airline has an entirely different value chain.Ryanair’s low cost/price approach adds value to most of Ryanair’s processes, e. g. clear corporate identity and brand image in addition to limited organisational complexity, increasing the differentiation towards their competitors. Ryanair main tains their efficient, high quality and low cost services through operating from secondary airports and by exploiting the advantages of outsourcing, a strategic management model, transferring the business processes of services to outside firms, e. g. passenger and aircraft handling, ticketing. This allows the 4 Global Corporate Strategy – A Case Study on Ryan Air ompany to achieve competitive rates at fixed prices and to stay focused on its core competencies. Further, outsourcing can improve customer satisfaction (primary activity), mitigate risks, and add value to their reputation, accessed skills and technology, increased overall visibility of accounting and performance (controlled infrastructure), and avoided capital investments. Their strategy is to deliver the best customer service performance in its peer group, having just six staff in their customer care department; one for every two million passengers compared to British Airways which has 10 times the coverage (Ryanai r, 2005).Porter’s Value Chain Firm Infrastructure Support Activities Human Resource Management Technological Development Procurement M g ar in Primary Activities The technology of the company’s Internet booking system allowed to capture more value from its operations, to improve its contact with its customers (outbound logistics) and to increase control over the quality of their services. According to Mr O'Leary (2005), Ryanair saves 15% on the price of every ticket by using direct booking through the internet.For the fiscal year ended March 31, 2004, Ryanair generated virtually all of its scheduled passenger revenues through direct sales (Ryanair, 2005). All value-creating activities that transform the inputs into the final service of Ryanair are kept extremely lean. Ryanair does not interlink its operations with competitors, avoiding costs of trough service and delays and their Human Resource Management is tailored to continually improving the productivity of its alr eady highly-productive work force whilst controlling their labour costs. 5 M Logistics Logistics ar gi n InboundOperations Outbound Marketing & Sales Service Global Corporate Strategy – A Case Study on Ryan Air Ryanair focuses on centralised recruitment and training. In the year ended March 31, 2004 productivity calculated on the basis of passengers booked per employee continued to improve by 21% on the year ended March 31, 2003 (Ryanair, 2005). Ryanair emphasizes on modest base salaries and productivity-based pay incentives, including commissions for on-board sales of products for flight attendants and payments based on the number of hours or sectors flown by pilots and cabin crew personnel.Employees can participate in Ryanair’s stock option programs (worth up to 5% of the share of the company, Ryanair 2005). Ryanair even adds value to their low cost reputation through the refusal to recognise trade unions whilst having a competitive advantage over the heavily unionis ed nature of employment of the state owned Aer Lingus. (Ethical considerations, outlined in section 2). Ryanair has extremely low airport access fees by focusing on secondary and regional airport destinations that offer competitive cost terms, e. g. ess expensive outdoor boarding stairs, and allow for higher rates of on-time departures, faster turnaround times, fewer terminal delays, which maximises aircraft utilisation, eases restriction on slot requirements and on the number of allowed takeoffs and landings, adding value to customer satisfaction. Ryanair further added value to their infrastructure, procurement and reputation through negotiating favourable contracts with Boeing (inbound logistics); knowledge that is difficult to codify and replicate for competitors, as it is not only observable facts or data but complex and difficult to specify (core competence).Ryanair is said to be paying less than half the Boeings list price of $66m each (Money Telegraph, 2005). The procurement with Boeing 737-800s allows the airline to benefit from synergies through fleet commonality, limited costs associated with training (Human Resources), maintenance efficiency, and greater flexibility in the scheduling of crews and equipment (inbound logistics). Again, the new aircrafts provide the newest technology; blended winglets that reduce drag and drive down 2% of the fuel cost, driving down the average fares by 5% a year (O’ Leary, 2005).Ryanair’s business model as a whole is distinct, having an entirely different configuration altogether, in relation to their competitors in the airline industry, increasing the barriers to imitation or substitution. According to Teece, Pisano and Shuen (1997, in Meyer and de Witt, 2004, p. 253), â€Å"even if competitors are successful at identifying embedded competences and imitating them, the company with and initial lead can work at upgrading its competences in a race to stay ahead (‘Dynamic capabilities view’).R yanair seems to have â€Å"outpaced† their 6 Global Corporate Strategy – A Case Study on Ryan Air competitors through upgrading its resources, activity system and product offering more rapidly, as outlined by Gilber and Strebel (1989). Ryanair’s unique firm resource; their knowledge of demand for the low cost airlines, made it possible to implement their strategy before others and to benefit from first mover advantage, outlined by Lieberman and Montgomery (1988). ) The resource base required to perform the value-adding activities Ryanair’s resource heterogeneity In general, the airline industry is characterised by supply side similarity (Kay, 1993, in Meyer and de Wit, 2004), as only marginal differences between air carriers can be displayed, particularly in a deregulated environment. Ryanair's business model was designed to challenge the limitations of these constraints. The airline focuses on value-adding process or resources, which give them a superior position relative to its competitors and which seems most appropriate to draw boundaries in the airline industry.Ryanair’s internal characteristics are most relevant in achieving sustained competitive advantage, outlined by Barney (1986, 1991). In contrast to Porter, Barney assumes that firms within an industry or group may develop long-term superior resources that can be protected in their mobility across firms by some form of isolating mechanism. According to the resource based view already outlined by Edith Penrose (1959, in Meyer and de Wit, 2004) and extended by Wernerfelt (1984, n Meyer and de Wit, 2004), Ryanair can be argued to have a sustained competitive advantage, as their competitors in the same segment are unable to duplicate the benefits of their strategy. The â€Å"winner-takes-all† dynamic (Case Study, p. 15) in the low cost segment, seems to have only worked in combination with this first mover advantage. Ryanair’s assets, e. g. their capabilit ies and attributes, are not successfully implemented by any current or potential competitor, e. g. negotiation for airport deals, employee contracts and fleet prices.Budget airlines that attempted to enter Ryanair’s market segment lost money or were taken over, e. g. Go’s foray into Dublin (Case Study). Their main competitor easyJet has carefully differentiated by focussing on different geographical markets and higher value through better transfer situations of main airports, addressing the business segment. However, Ryanair’s external environment, e. g. a saturated market and changing customer demands, can threaten Ryanair’s future growth (outlined in section 2). 7 Global Corporate Strategy – A Case Study on Ryan AirRyanair’s Core Competence Approach Ryanair can be argued to follow the core competencies model of Hamel and Prahalad (1990), (inside-out perspective), as they build their strategy around their strength of distinctive competences , which offers an attractive base of competitive advantage, e. g. secondary airport approach. Ryanair competitiveness derives from an ability to build their competences at lower cost and more speedily than competitors. The real sources of Ryanair’s advantage are to be found in O’Leary’s ability to consolidate corporate-wide skills into competencies.Ryanair has strong relationships with their suppliers and a strong corporate identity. The airline can be argued to follow a strategic ‘stretch’ as they are overall resource led and create new opportunities, e. g. ancillary services. Strongly focussing on their core competences allowed for high strategic capability and potential access to a wide variety of markets, making a significant contribution to the perceived customer benefits of the end service and limiting the risk of imitation. The corporate centre tightly controls and co-ordinates by enunciating the strategic architecture that guides the compete nce acquisition process, e. . outsourcing. Ryanair’s resources include all means at the disposal for the performance of value-adding activities, e. g. through the acquisition of Buzz in 2003 (Case Study, p. 5), the airline gained a range of resources, e. g. know how, outlined by Preece as learning. The airline benefited from increased infrastructure and value-chain activities (leaning), integrated operations (leveraging), closer co-ordination of their vertical activities (leaping), expanded market opportunities and reduced competitive pressure (locking out). Resources consist of tangible assets, e. g.Ryanair owns all of its aircraft and holds net cash of 286 million euros (Money-telegraph, 2005), leading to the advantages that large firms have from large volumes enabling them to spread their costs (economies of scale), and intangible assets, e. g. the human capital; skills, competences and capabilities. Ryanair’s resource heterogeneity towards their competitors hinders other firms to conceive and implement the cost focus strategy, as outlined by Barney. Ryanair takes advantage of leveraging its resources, e. g. relationships and reputation, which are not readily transferable.They are inheritably attributed to O’Leary and his team and are influenced by the airline’s culture and governance. Ryanair possesses over a range of funny value-adding stories which defined their past, e. g. how Mr O’Leary ‘went to war’, driving in a military jeep to his competitor (Case Study). Personal involvement in battles of O’Leary against lobbying politicians, EU commissioners and competitors are part of the company culture and promote their aggressive 8 Global Corporate Strategy – A Case Study on Ryan Air low cost image.Ryanair’s reputation for commitment to Safety and Quality Maintenance, not having â€Å"a single incident involving major injury to passengers or flight crew in its 20- year operating historyâ₠¬  (Case Study), is another value adding aspect. Ryanair’s distinct activity system provides the base for competitive advantage and raises the barriers to imitation. In conclusion, Ryanair does not follow a linear ‘inside – out’ or ‘outside – in’ approach. On the one hand, the airline continual upgrades its unique resources; on the other hand, it occupies specific market positions to emain competitive, creating superior value by closely fitting their services to customers’ needs and focussing on a relatively limited set of businesses and markets (narrow competitive scope). Ryanair increasingly focuses on exploiting market opportunities in their business environment though, e. g. expansion and horizontal integration, leaving their original organic growth model and benefiting from all aspects of the framework of international strategic alliances, outlined by Preece. External forces, e. g. he industry deregulation in 1997 that allo wed the airline to go continental and the technological advancement of the internet, also strongly influenced the airline’s success story (external value adding activities). Ryanir can be argued to have a discrete organisation perspective, emphasising on competition over co-operation, having high bargaining power and a highly independent approach with distinct firm boundaries. The airline has an essentially logical structure, characterised by planning and control, prediction and forecasting.Especially in relation to the dynamic hostile environment, the airline has a relatively deliberate strategy that is based on rational thinking. The limited complexity of the system is characterised by few organisational levels and centralisation. The airline benefits from the entrepreneurial spirit of O’ Leary who seemed to understand the activities that are likely to have a significant impact on Ryanair and that build valuable internal linkages within the boundaries of their busine ss model (organisational leadership perspective). So far, he was highly successful in understanding the low cost attributes that made Ryanair unique. Global Corporate Strategy – A Case Study on Ryan Air II An evaluation of the future strategic direction of the company The sustainability of a firm’s competitive advantage is said to be threatened by the development in the market. Customer needs and wants are in constant flux. The SWOT analysis of Ryanair, a tool for analyzing the internal strengths and weaknesses and the external opportunities and threats (see Appendix), outlined the paradox for Ryanair of creating alignment either from the outside-in (market-driven strategy) or from the inside-out resource driven strategy). So far, Ryanair has been strongly focussing on their core competences. Considering their environment, opportunities and threats, as the starting point when determining their strategy (outside-in perspective), is crucial though; to re-check the fit be tween their competitive advantage and the environment, as outlined by Rumelt, (1980). The model of ‘environmental consonance’ seems of great importance to the airline, outlining the requirement of continual adaptation of the business system to the demands and new opportunities in the market place.As outlined by Leonar-Barton (1995), Ryanair’s core competences seem to be simultaneously Ryanair’s core rigidities, locking them out of new opportunities (in Meyer and de Wit, p. 253), e. g. Ryanair’s â€Å"Dublin saga†, the fight over the desired second low cost terminal at Dublin airport instead of considering the creation of a new lucrative base in continental Europe, threatening easyJet’s. Ryanair should consider market development, outlined by Ansoff, e. g. Greece and Turkey, which have a combined population of around 70 million people and offer extremely profitable market opportunities through year-round and holiday flights.The airline should further initiate additional routes from the U. K. or Ireland to other locations in continental Europe that are currently served by higher-cost, higher-fare carriers. Market opportunities of new domestic routes within EU countries, especially new member countries, and increased frequency of service on its existing routes will allow Ryanair to remain focussed on low cost/price and prolong its unprecedented and high levels of growth without jeopardising their core competences. Rivalry among existing players could be reduced by damaging the package tourism industry, e. . Thomas Cook, Lunn Polly and Neckerman (Porter’s 5 forces). Further acquisitions should be considered in the long-term. Ryanair seems to have enough power to counterbalance the demands of buyers and suppliers, to outperform rival airlines in their market segment, and to discourage new firms from entering the business. Their main 10 Global Corporate Strategy – A Case Study on Ryan Air challenge will b e threatening easyJet in its home market, currently serving Athens, and to fend off the â€Å"Value for money† segment that threatens to substitute Ryanair’s services (Porter’s 5 forces).The industry attractiveness for long-term profitability, outlined by Porter (1985), will have a strong influence on Ryanair’s profitability. Porter had ignored the aspect that differentiation strategies can be used to increase sales volumes rather than to charge a premium price. With negative forecast for the low price market, with growth rates of no more than 20 to 25 % of the total market, market saturation is said to be not far off for budget airlines in Western Europe (Ottink, 2004). Instead of the lowest price, the optimal balance between service and price is seen to be the growth market of the future.Value market share will eventually hover around 60 % of the total market (Ottink, 2004). Regarding this threat, the main challenge will be to respond to changing demand s and at the same time to ensure consistency, effectiveness and the coherence of Ryanair’s low cost strategy. At this stage, Ryanair should not compete on service advantage by entering the value market, turning into a portfolio organisation. They should so far seek for other niches, than compromise their low cost approach by reactively adapting to the unpredictable development in the current market.Retrenchment involves cutting back to focus on your best lines, often referred to this as â€Å"sticking to the knitting†. Ryanair should consider the mistakes of their competitors entering new market segments, e. g. Lufthansa by offering deeply discounted flights to Mallorca and Nice, standing up to easyJet. Ryanair should therefore further engage in market penetration and strengthen their market development approach, rather than diversify their services, as outlined by Ansoff (Product Market Framework).However, Ryanair should be aware that its knowledge is a fluid mix of f ramed experience, values, contextual information and expert insight that provides a framework for evaluating and incorporating new experiences and information, as outlined by Davenport and Prusack. Even the company’s formula has been highly successful in the last decades; Ryanair has to check whether their organisational routines are still valid in the new markets (double or tripleloop learning), e. g. the way Mr O’Leary aggressively promotes the low cost strategy.Especially in the new EU member countries his practices, which are said to threaten industrial peace and put EU ministers at unease, need to be revised. 11 Global Corporate Strategy – A Case Study on Ryan Air The self interest of Ryanair might be best served by developing attitudes to ethical issues before they become acute, as the airline is especially vulnerable to hostile campaigns (Value Chain). Ryanair should consider ethical corporate behaviour and social responsibility, currently facing the para dox of profitability (shareholder value perspective) and responsibility (stakeholder value perspective), e. . policies regarding disabled passengers, employee rights and environmental standards. At the moment, the simplicity inside the company does not seem to match Ryanair’s complex environment. Ryanair has to differentiate its message to fend off competitors, e. g. the airline should consider the co-operation with environmental organisations, offering passengers the possibility to pay the price of competitors in the value segment and paying the difference to the original Ryanair price to an organisation that invests in solar energy to reduce the world emissions.Ryanair’s Boeings could be green and the message should be â€Å"flying cheap and doing good†. Customers that might otherwise have switched to the value segment do not mind the voluntary environmental charge and are likely to accept more difficult transfer situations for the â€Å"feeling of doing good †. This differentiation aspect will add value to the company’s reputation and public relations. Ryanair can become the first mover in an industry that will sooner or later need to address the issue of emissions. Creativity and radical innovation are a strategic orientation to sustained competitive advantage.Ryanair should further consider the involvement of employees in the search for unsatisfied customer demand, as outlined by Kim and Mauborgne (2004). Free exchange and flow of information will foster new creative knowledge and help the airline to continually transform itself, e. g. the contact between flight attendants and management should be increased to foster a climate of openness and trust and to capture opportunities. The concept of organisational learning, as outlined by Senge (1990) and extended by Pedler, Bourgoyne and Boydell (1991) and Wang and Ahmed (2003), is crucial to nurture new and expansive patterns of thinking. 2 Global Corporate Strategy – A Case Study on Ryan Air References Barney, J. (1991). Firm Resources and Sustained Competitive Advantage. Journal of Management. Vol. 17, No. 1, p. 99–120 Oklahoma State University. In: De Wit, B. and Meyer, R. (2004). 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An International Perspective. 3rd ed. London: Thomson Learning. 14 Global Corporate Strategy – A Case Study on Ryan Air Appendix: SWOT- Analysis Strength – Quality processes and procedures: features important to the clientele, e. g. punctuality, few cancellations, few lost bags, frequent departures, baggage handling and consistent on-time services. low cost – low fares approach (differentiated service) – Low aircraft equipment costs – Lower maintenance costs and low depreciation costs due to ownership of aircrafts – Fleet commonality – Focus on low cost alternative airports; low airport access and handling costs – Low customer service costs; Internet booking system avoiding costly systems, commissions and sales headcount – Low marketing costs – Revenue enhancing and cost-cutting features, e. g. no seat pockets to allow faster turnaround times – Relationships to suppliers; strong bargaining position with respect to aircraft procurement, e. g. argain price of Buzz acquisition, airport deals and staff recruitment – Concentration on core business through outsourcing – Low labour cost through performance related pay structure; high personnel productivity / staff efficiency ratio – Overall high value and profitability – Location of business; focus on Europe's largest airline market; the UK, in particular the London Area – Increased take-off and landing slots trough acquisition of Buzz, KLM subsidiary – Increased number of seats per plane, enabling lower individual fares but higher per plane income – Short turn-around times increasing the available operational hours per plane. Strong brand and low fare reputation -foreign exchange hedging in transactions invo lving the euro, UK sterling and the US$ Weaknesses – falls in fare yields – Transfer situations from Airports – reputation – no non-essential extras – falling load factors due to continuing decline in unit costs – Decreasing frequency of flights due to need for high load factors, reducing business travel – climate protecting charge on aircraft taking off and landing in the EU, environmental fee might double no-frills operator’s fares, disproportionately greater effect on budget airlines – Ethics and Corporate Social Responsibility 15Global Corporate Strategy – A Case Study on Ryan Air Opportunities – initiating additional routes from the U. K. or Ireland to other locations in continental Europe, currently served by higher-cost, higher-fare carriers – Developing European market for budget sector with large population base / expansion into 10 new EU states – New domestic routes within continenta l Europe. Strongly moving into intercontinental business â€Å"using the principle of simplification and cherry picking† – increasing the frequency of service on its existing routes – considering possible acquisitions that may become available in the future, e. . Lufthansa – connecting airports within its existing route network -Exploiting profitable destinations with both a tourist as well as business segment – Conversion from low fares to a no-fares airline – Fall in average ticket price and increased threat of entry for competitors – loosening of regulations – Decreasing competition – Increased ancillary service revenues – Increasing in-flight sales on longer flights – employee loyalty – focus on environmental issues – innovative marketing for differentiationThreats – Limited market in the North of Europe resulting in low occupancy levels and efficiency of usage of planes – To ugher competition from the traditional and charter airlines which offer cheap hard to beat all-in holiday packages in continental Europe. New competitors in home market – Adaptation of Ryanair’s business model by competitors and innovative substitute services – Incumbent airlines selectively copying the tactics of Ryanair’s on competition routes – small potential markets – high speed trains, subsidised by the state in GER and France, – high speed rail plan in Benelux region -good highway connections in the major market around cities in the Middle and Southern Europe – Scarcity of appropriate located, low cost airports around major cities / decreased bargaining power of airlines – Price war – increasing landing charges – Dependency on world jet fuel prices – war and terrorism – epidemics – EU commission decisions – lobbying politicians – formation of a trade union for pilot s – the weakness of sterling against the euro – Mergers between competitors, e. g. Air France and