Analysis Of The Book Big Two Hearted River - 995 Words

Ernest Hemmingway’s â€Å"Big Two Hearted River: Part 1† tells the story of Nick Adams, a World War 1 veteran. The story began with Nick, who had just gotten back from the war, arriving at Seney, Michigan by train. However, he discovered that a fire had destroyed the town leaving nothing but ashes. Then, we follow him hike in the woods for a camping trip. One possible reason for his trip was that he was trying to recover from his experiences during the war. However, Nick seemed to be at peace and is at one with nature. Based on the Humanistic perspective, I believe that Nick is a self-actualized person. Despite his struggles and sufferings during the war, Nick has met all the needs in Maslow’s hierarchy of needs. According to Maslow, one must†¦show more content†¦It can be defined as the need for companionship, affection, and acceptance from others. Despite his solitary during his camping trip, Nick still had meaningful and relationships with other people. While preparing himself a cup of coffee, he recalled his close friend, Hopkins and the times they had spent together. He remembered the time Hopkins gave him a gun as a farewell gift. It is implied that Hopkins might have died in the war but Nick was still fond of his dear friend. He decided to make himself coffee the exact same way Hopkins would have done to honor his friend. Nick has received companionship and affection from Hopkins, thus making his needs for love and belongingness complete. Moving up the hierarchy, Nick also managed to meet the fourth level of needs, esteem needs. Esteem needs include the need for a sense of mastery and power and a sense of appreciation from others. Nick has met his esteem needs by going on the camping trip. Nick’s sense of mastery and independence can be seen when he went on the trip alone and managed to be independent by doing things on his own without needing any form of assistance. He was shown to be a skilled and creative camper when he built the tent and cooked himself a meal. Nick was also appreciated by his friend, Hopkins when he gave Nick his gun as a gift. Therefore, Nick has met his esteem needs in Maslow’s hierarchy of needs. The fifth and the final needs in Maslow’sShow MoreRelatedAnalysis Of The Book Big Two Hearted River 1600 Words   |  7 PagesAccording to Hemingway biographer James R. Mellon, Hemingway regarded Big Two-Hearted River as the climactic story in [his short story collection] In Our Time and the culminating episode in the Nick Adams adventures that he included in the book. That comment ought to spark the curiosity of readers of this story, for, on the surface, very little happens in the story. Seemingly, it goes nowhere. If, however, one has read Thoreau s Walden, it is relatively easy to see that Hemingway is portrayingRead More Ernest Hemingways Big Two-Hearted River and Sigmund Freud Essay2421 Words   |  10 PagesErnest Hemingways Big Two-Hearted River and Sigmund Freud Ernest Hemingway’s â€Å"iceberg theory† suggests that the writer include in the text only a small portion of what he knows, leaving about ninety percent of the content a mystery that grows beneath the surface of the writing. 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Thus, the base level to instigate is by way of Proceeding of the International Conference on Social

Literary Analysis Of The Stranger - 2900 Words

Curtis Poindexter Professor Slattum English M01B 11 December 2014 Literary Analysis: The Stranger The novel The Stranger is a first-person account of the life of M. Meursault from the time of his mother s death up to a time evidently just before his execution for the murder of an Arab. It was written by Albert Camus in 1942. Meursault however, is not your typical hero of a story; rather an antihero. He is neither good nor bad, and harbors no emotion. He goes through his life with a preconceived notion that human existence has no meaning, besides to enjoy the immediate and physical. Told through the singular viewpoint of Meursault, the entire plot is based on a series of consecutive accidental events that lead to him being tried for murder and facing the death penalty. It is widely accepted that The Stranger is a philosophical book, imposing the existential ideas of Albert Camus upon the reader. On top of that though, the book offers a unique idea to its readers: The idea that the universe and its happenings are uncontrollable, society tries to rati onalize people’s actions and the events going on around them. To truly be happy, humans must seize the opportunity to live by their own free will: living on one’s own terms as a human with choice. There is another thing that is extremely unique about the novel. The novel is separated into two sections. The first seems like a normal chain of events with very little meaning to why they occur. The second part shows aShow MoreRelatedThe Paper of the Absurd: a Literary Analysis of the Stranger1772 Words   |  8 PagesThe Paper of the Absurd: A Literary Analysis of The Stranger By: Michael Lovett Advanced Placement English Language and Compositions 5th Period 13th of December, 2010 Michael Lovett In Albert Camus’ existential novel The Stranger, the pointlessness of life and existence is exposed and expounded upon in such a manner that the entire foundation of spirituality is shaken. The concept that drives this novel is one coined by Albert Camus himself, the â€Å"absurd†. Under the absurd, life is pointlessRead MoreLiterary Analysis: The Stranger and The House of the Spirits1165 Words   |  5 PagesThe novels The Stranger and The House of the Spirits have distinctly different plots. The authors of the books have different styles and techniques used to create their vision of a great story. In The Stranger by Albert Camus and The House of the Spirits by Isabel Allende, the characters, Meursault and Esteban Garcia are established as socially distant from their associates. They have neither emotion nor remorse for anything they have done. These characters are only connected to each other throughRead MoreLiterary Analysis Of The Stranger By Charles Camus2947 W ords   |  12 Pages an outsider, who is trying to fit into the society in the story. It may not be the fact that the stranger is different in looks, culture, or language like it is in this short story, but it is just the fact that they are not the same, which causes them to be the outsider and fulfill the role of the otherness. As we look through the short story ‘The Guest’, and through the short novel ‘The Stranger’, we can see that Albert Camus is working towards the idea of Otherness and how it can affect societiesRead MoreLiterary Analysis: How Meursault Is Indifferent in the Stranger, by Albert Camus874 Words   |  4 PagesLiterary analysis: How Meursault is indifferent in The Stranger, by Albert Camus Although Meursault is the title character and narrator of Albert Camus’ short novel The Stranger, he is also a somewhat flat character. His apparent indifferent demeanor may be a convenience to Camus, who mainly wanted to display his ideas of absurdism. And as a flat character, Meursault is not fully delineated: he lacks deep thought and significant change. His purpose is that of a first-person narrator whose actionsRead MoreAnd Then There Were None by Agatha Christie Essay1641 Words   |  7 Pagescharacters and will be the lost standing Agatha Christie is not one of your ordinary authors; she brings a point in the novel which is a very suspenseful view that will catch your attention. Literary analysis: style The significance of this novel title is it tells readers that this novel is an mystery of unsolved crimes, the elements that follow up with this style is irony and the tone/mood the irony with this journey is how the author breaks downRead MoreEe Cummings Essay that analyzes five Ee Cummings poems and connects them together in style, etc.1576 Words   |  7 PagesOther stylistic trademarks of Cummings poetry are that Cummings has a control over the tone of each of his poems and that each of his poems has its theme located near the end of the poem. While these traits that may not be highlighted in most of the analysis of his poems, each does occur quite frequently in his writing. If The poem If, by E. E. Cummings, explores the possibilities of the if type questions that are so often asked by those who seek to know why things are not pleasant are they are.Read MoreAn Unknown Girl Analysis1379 Words   |  6 Pages↠ A Passage To Africa. (Narrative Article, Literary  Analysis.) Poetry Analysis: An Unknown Girl- Moniza  Alvi. 28May In the evening bazaar Studded with neon An unknown girl Is hennaing my hand She squeezes a wet brown line Form a nozzle She is icing my hand, Which she steadies with her On her satin peach knee. In the evening bazaar For a few rupees An unknown girl is hennaing my hand As a little air catches My shadow stitched kameez A peacock spreads its lines Across my palm. Read MoreThe Gift: Lies in Nature’s Lessons1406 Words   |  6 Pagesto survive† (StumbleUpon.com: Discover the Best of the Web). Nature holds the ability to tattoo our minds, we can learn about ourselves, and our interactions, by observation. The organic qualities of these poems are depicted, with the use of literary devices such as imagery and Tone. Nature is the underlying theme to both poems; however, they differ in that Thurston’s, River otters at play, is centered on unprincipled laws relating to love and communication. In contrast, to river otters at playRead MoreMy Experience At The Industrial Revolution Debate838 Words   |  4 Pagesdone on this assignment. The reason why I chose this assignment is because I believe it shows of my knowledge and skill in this field. We had been reading the Narrative of The Life of Frederick Douglass for a while now, and we had begun our first literary note. What we had to do was select two passages from the book, and then analyze them. Personally, what I tried to work on was my vocabulary and narrative voice. What we have learned about in LA class about analyzi ng text really helped me becauseRead MoreThe Politics Of The Middle East1133 Words   |  5 Pagesand debates. In these gatherings as many as several dozen people, some of whom are strangers to one another, meet to debate literary matters, political life, and social problems. Wedeen argues that such gatherings represent democratic acts, but of a sort dismissed by Schumpeter’s minimalist understandings of democracy that equate it to the existence of contested elections. She demonstrates that any political analysis that does not take into account the formation of public spheres as activities of

Comparing the Poem “Richard Corey” with Money and Happiness Free Essays

Do money and happiness go together? In the poem â€Å"Richard Corey ,â€Å" the author wants the reader to think or accept the generalization that money does not bring you happiness. There are different people in the public eye who would make you think, no, money does not make you happy. Then there are people in the public eyes that you would think, yes, money can make a person happy. We will write a custom essay sample on Comparing the Poem â€Å"Richard Corey† with Money and Happiness or any similar topic only for you Order Now But, does money really make you happy? Well, personally I have never been rich. I was poor and now I have enough money to save and pay bills so that I am not living pay check to pay check. There are famous people who are wealthy. They have drug problems, alcohol issues, and behavioral issues with the law. They are not happy. When you have a drug or an alcohol problem then you are running from deep-rooted issues. Look at Charlie Sheen, Whitney Houston, Elvis Presley, Kat Williams and many others. These people have either died from overdoses or have been in trouble with the law from either alcohol or drug related problems. I don’t think all the money in the world would have made or make them happy. If anything, money was a short term solution to their problems. Would they act the same if they were poor? There are people like Oprah Winfry, Beyonce Knowles, Jay-z, Michele Obama, and many more that you would think that money made these people happy. They all go on trips, have nice houses, and they are not in the spotlight of the media for any drug, alcohol, or negative publicity. They are always smiling and they are family and friend oriented. So is it the money that makes them happy? I feel we will never know. I am far from having a lot of money. My husband and I live comfortably with the money we make. We work together to bring in the money to support our kids. My husband works really hard at his job. Are we happy? Yes, we are very happy. It’s not because of the money though. We make each other happy. We are surrounded by our family and friends. It’s the love we have for our kids, family, and each other that makes us happy. It was not always like that for me though. With my ex-husband, we were living pay check to pay check. We always were broke and needed help from family all the time. My ex-husband did not want to work and put all the stress to take care of everything on me. Was I happy? No, hence the reason he is my ex-husband. It was not because of the money though. It was because my ex-husband was like black smoke that smothered me and stressed me out so much. In conclusion, I don’t think money can make a person happy for the long haul. I feel that kind of happiness is for that moment. Materialistic things are only there for that moment. All I know is money is not the reason for my happiness. We all have our own reasons for our own happiness. What is yours? How to cite Comparing the Poem â€Å"Richard Corey† with Money and Happiness, Papers

Being a Professional Nurse

Question: Discuss about the Being a Professional Nurse. Answer: This case study is related to the incorrect administration of blood transfusion to the patient. The incompletely labeled fresh frozen plasma (FFP) unit allocated for another patient was collected by the medical officer (MO) from the laboratory without matching the product details. There was no communication between the nurse and MO related to the request for transfusion. No paperwork accompanied the FFP. There was lack of communication between the patient services assistant (PSA) and lab staff. The lab staff also did not check for the unit in the fridge or register earlier. The medical and nursing staff lacked knowledge regarding the fact that O is not the universal group for FFP unlike red blood cells. Moreover, no consent was taken from the patient before starting the procedure. This case describes how the medical team has been responsible for the adverse reaction and delay of treatment of the patient. Though the MO and lab staff is also responsible for the incident, the nurse could have prevented the incident with her knowledge, communication skills, and professional attitude. This makes the nurse an unprofessional practitioner. As a result the main treatment for which the patient had to be operated had to be delayed and the adverse effects of the wrong transfusion had to be treated. The nurse lacked communication and critical thinking skills and was unable to make correct clinical decisions for providing safe and effective care to the patients. Thus, this case is an exemplary learning scenario for the nursing students. If the nurse would have shown a proficient, safe and thoughtful behavior, she would have been capable of avoiding the adverse event and preventing the long hospital stay and complications the patient had to suffer. Nursing and Midwifery Boar d of Australia (NMBA, 2010a, 2) the nurse is accountable and responsible for her actions. It is the part of the health centers responsibilities to provide education and provision to nurses for addressing the emergencies in daily practice. It is important to manage discipline and monitor any unprincipled or unapt nursing behavior before it comes to the fore and to apply legitimate activities. According to Chang and Daly (2016), developing an insightful practice, maintaining standard records and paperwork, updating knowledge about health-related, legal and ethical professional protocols, training and upgrading the team about the latest quality and skills for providing therapeutic and safe care judgment are needed to avoid risk to the nursing practice. In this incident, the nurse has breached the NMBA standards and protocols due to her unethical nursing practice and her inability to carry out her duty of care in multiple ways. First of all, the nurse had to ethically check whether the patients consent has been taken or not. Then it was the duty of the nurse to confirm the product details and transfusion instructions adequately from the MO. In the absence of paperwork, as per the (NMBA, 2006a, 1.3), the nurse should communicate records in accordance with the legal and professional guidelines and should not have administered the FFP to the patient till paperwork was ascertained and product details were confirmed. The nurse should confirm herself instead of sending the PSA to the lab staff for checking for the paperwork to avoid communication gap. Also, the nurses need to upgrade their knowledge and skills periodically to be updated with all information. The nurse failed to be updated on the information about the use of FFP and used t he group O unit on the patient with blood group A, making the transfusion incompatible and leading to complications. Updating the nurses in regards to the current knowledge and organizational policies and guidelines (NMBA, 2006a, 2.2) and their responsibility to accomplish their patients safe and effective care (NMBA, 2006b, 1.2) has been greatly highlighted. For this certain standards have been recognized and the nurses are expected to apply these interventions accordingly. Nurses are supposed to work in a harmless and skilled manner (NMBA, 2008a, 1). In this case, the nurse did not check that the label of FFP was incomplete and transfused it. The responsibility and accountability of the nurses for providing quality care, taking suitable legal and moral actions have been emphasized (NMBA, 2008b, 1). As nurses are always accountable for the safety of the patients, organizations do not encourage making any blunders or errors due to negligence. The indifference or disregard that could hamper the patients health has been referred to as under involvement by NMBA (2010b). In this case, the nurse lacked clinical knowledge on pharmaceuticals/ medication and was reluctant to go and confirm the paperwork or ask the lab staff to check the fridge storage which resulted in the adverse event. Moreover, it has been stated in (NMBA, 2006c, 2.5) that nurses should improve their own scope and obtain clarifications related to any doubts, unclear, or incomplete information. If a similar situation arises in my nursing care setting, I would try to keep myself updated as the NMBA (2016) has stressed on the need of incorporating the latest knowledge related to the guidelines and policies of the organizations that are apt standards for the professional practice. The NMBA (2016) standards reinforce us to consider the safety of patients as our priority and carry out the related activities considering them as our duty of care. The code of professional conduct (NMBA, 2008a, 1) tries to draw our attention towards making nursing practice more safe and proficient. For this I will make continuous efforts for continuing professional growth programs and research programs to enhance my knowledge, skills and attitudes in relation to the nursing practice. The under involvement of nurses may have negative effects on the clinical practice as stated in the nurse's guide to professional boundaries. I will try to follow professional standards and practices continuously by elu ding any disinterested and careless actions. I would abide by the NBRA standard 2 to improve my communication skills. I will also follow the NBRA standard 6 for providing safe and appropriate practice. The NBRA code of ethics (2008a, 1) mentions the legal and moral role and responsibility of the nurses in making quality nursing care available for all the patients. The NBRA (2006b, 2.5) has addressed the issue of acknowledging our own scope of practice. Hence, I will seek knowledge from clinical experts to overcome my lack of knowledge, skills and unclear information about any procedures or care involved in the nursing practice. References Chang, E., Daly, J. (Eds.). (2016). Transitions in nursing: Preparing for professional practice (4th ed.). Chatswood, Australia: Elsevier. Nursing Midwifery Board of Australia. (2010). A nurses' guide to professional boundaries. Canberra, Australia: ANMC Nursing Midwifery Board of Australia. (2010). National framework for the development of decision-making tools for Nursing and Midwifery Practice, 2007. Canberra, Australia: ANMC Nursing and Midwifery Board of Australia. (2008). Code of ethics for midwives in Australia. Nursing and Midwifery Board of Australia. (2008). Code of professional conduct for nurses in Australia. Nursing and Midwifery Board of Australia. (2006). National competency standards for the midwife. Nursing and Midwifery Board of Australia. (2006). National competency standards for the registered nurse (4th ed.). Nursing and Midwifery Board of Australia. (2016). Registered nurse standards for practice.

How To Write A Fictional Story Essays - American Literature

How To Write A Fictional Story One of the best ways for writers to create a story line is to base it upon real life occurrences. Mark Twain worked on a riverboat. Jack London explored Alaska. Hemmingway was an avid fisherman and loved to travel. Their experiences allowed them to create settings and characters that seem real. A good way for a writer to fictionalize their life is to combine various experiences together. Use things that happen to a friend, and add those experiences to your own. They may be things a writer has witnessed, or things a friend tells them about in detail. You can use the experiences to create a completely different story about your character. The same idea works in creating that character. The character and story is fictional, but the setting can be real. Set your stories in place you have visited or lived. This allows you to write what you know. These techniques allow writers to create characters that jump off the page and feel alive. The setting, the story, the characters are all based on what the writer knows and experiences. A good writer exaggerates those experiences, creating fictionalized stories based on reality. The more realism found in a story, the more believable the story. Good fiction combines this realism with fantasy to create stories we can relate to in our own lives. Creative Writing

The guitar essays

The guitar essays The guitar is a fretted, stringed instrument, and is a member of the lute family. It originated in Persia and reached Spain during the twelth-century, where it ¹s versatility as both a solo and accompanying instrument were established. The theory of the guitar was discovered in the early centuries. They found that the sound of a bowstring could be enhanced by attaching a resonating chamber -most like a tortiseshell- to the bow. From the bow came essentially three main types of stringed instruments: the Harp family, which was the sound of plucked strings indirectly transmitted to an attached sound box. The second was the Lyre family, which was strings of a fixed pitch are attached to the directly to a sound chamber. And the third was the Lute family, this was were the pitch of strings was altered by pressing them against a neck that is attached directly to a sound chamber. Within the Lute family came two groups. The lutes proper which had rounded backs and the guitar type ins truments with their flat backs. Guitar-shaped instruments appear in stone bas-relief sculptures of the hittites in northern Syria and Asia Minor from as far back as 1350 B.C. The word guitar also has origins in the middle and far east, deriving from gut, is the Arabic word for four, and tar, the Sanskrit word for string. The earliest European guitars did have four courses of gut strings. A course is a pair of strings tuned in unison. These early guitars were distinguished from lutes by body sides that curved inward to form a waist and by four courses of strings. Some but not all early guitars had a flat back, while lutes always had a flat back. In the Middle Ages and the Renaissance the lute was the dominant fretted instrument. The lute with was pear-shaped and had five or more courses of strings was generally regarded as a higher class of instrument. By 1546 the guitar had gained enough popularity to merit the publication of a book of guita...

Describe the roles of amino acid R-groups to the transmembrane Essay

Describe the roles of amino acid R-groups to the transmembrane channels that allow passage of molecules and ions across lipid bilayers - Essay Example On the other hand, the hydrophilic amino acids are usually established on the outside of proteins and in the lively cores of enzymatically lively proteins. This means that the natural world of some amino acid R-groups permits enzyme reactions to take place. The imidazole ring of histidine permits it to function as either a proton contributor or acceptor at physiological PH. Therefore, it is mostly discovered in the hasty heart of enzymes. Hemoglobin is the best example of membrane channel that plays a vital role in movement of molecules and ions. The aptitude of histidines in hemoglobin is responsible for cushioning the H+ ions ionization of carbonic acid in red blood cells (Berg, Tymoczko and Stryer 55). This is the main factor of hemoglobin that that permits it to swap over O2 and CO2 at the tissues or lungs respectively. The most influential alcohol of serine and threonine in addition to the thiol (-SH) of cysteine, permit these amino acids to take action as nucleophiles throughou t enzymatic catalysis. Moreover, the cysteine thiol is capable of developing a disulfide union with other cysteines: From the chain above, the easy disulfide is recognized as cystine. The development of disulfide unions between cysteines available within proteins is significant to the development of lively structural spheres of influence in a huge number of proteins (Berg, Tymoczko and Stryer 60). The process of disfulfied union between cysteines of distinct polypeptide chains of oligomeric proteins performs a significant function in commanding the structure of complicated proteins such as the insulin receptor. All the above mentioned processes takes place in membranes and the fact that certain little molecules go through easily while others find it hard to go through makes the membranes of the R groups to be considered selectively permeable (Berg, Tymoczko and Stryer 67). This is because when several sugars of equal molecular size are available both

Structure and Components of the Nervous System Essay

Structure and Components of the Nervous System - Essay Example The autonomic division is made up of motor neurons which connect skeletal muscles with the central nervous system, thereby coordinating and controlling functioning of various organs. The brain and spinal cord together control all body functions, behavior as well as body movements in coordination with the peripheral nervous system. The CNS and PNS are interdependent for effective functioning. Besides these, various parts in the brain are involved in memory-related activities because of which the brain is very important part as memory leads to cognition and human learning. The brain also aids in reasoning, thinking, recognizing and other cognitive activities (Carlson, 2011). Yet, the brain receives stimulus for memory from the sensory neurons of the PNS. The spinal cord’s function is to coordinate muscle movements and cause body or muscle reflexes to external and internal stimuli. All these functions are carried out through structures within each component that are highly comple x and are made up of nerve cells or neurons. Hence, the most important components of CNS are brain and spinal cord and that of PNS include sensory and motor neurons. References Carlson, N. (2011). Foundations of behavioral neuroscience (8th ed.). Boston, MA: Pearson Education.

Business Information Systems Essay Example | Topics and Well Written Essays - 2000 words

Business Information Systems - Essay Example Data and information are critical components of information systems that utilized by firms. The innovation of information systems has enabled commerce to thrive since it allows organizations to be cost-effective, gain competitive edge, and efficient in their industry. Hence, the usage of information has drastically been enhanced since the advent of systems design. One cannot understand the importance of information systems without comprehending what actually an information systems. An information system is a collaborative effort that strives to connect people, network, software, hardware, and data in order to facilitate the daily operations of a business (Foulds, 2006, p. 9). There are many types of information systems that consist of: manual, informal, formal, and computer-based. Information systems in essence give valuable data to organizations that can be given evaluated upon, analyzed, and enhance the value of the key goals that the organization possesses (Nocera, 2007, p. 9). In formation Systems are important because establishing a foundation for responsible use of technology. Managing information systems stems from internetwork enterprises. Hence, the field of information systems has become critical aspects of business administration. One of the key innovations that business professionals implement is an IS Framework (Pradhan, 2010, p. 13). IS Framework is used by business professionals who need to gain competitive strategies (Pradhan, 2010, p. 14). Thus, this competitive advantage allows firms to be cost-effective by becoming cost leaders. A primary example of a company that uses IS Framework is Wal-Mart. Wal-Mart excels in providing products and services at a very low competitive price. In addition, IS Framework allows businesses to be headfirst as the leader in technology as synchronization of software and data management of customer information (Pradhan, 2010, p. 17). Likewise, the IS framework allows businesses to communicate the whole supply managem ent that is heavily associated with the customers’ demands. For instance, the order to cash process in a business requires several steps (Pradhan, 2010, p. 20). When the customer places the order, the sales order department requires credit approval from the credit department. The credit department then informs the sales order department disposition of credit request. At these stages, the use of technology is extensive (Cameron, 2009, p. 7). The credit and sales department can use of point-of-sale technologies to scan the barcode of products. In addition, the innovation of technologies can use barcodes to process the order (Cameron, 2009, p. 10). Next, sales order department acknowledges customer order notifies warehouse, revenue collection process, and payroll process. In essence, it each step of the horizontal information flows consists of heavy utilization of technology (Cameron, 2009, p. 11). Another key issue that information systems addressed was an organization’s problems regarding differentiation. Prior to the introduction of these systems, few companies possessed the ability to deliver different products and services (Foulds, 2006, p. 10). With the help of automation systems as the result of information systems, companies were able to customize products based on customer needs. Companies were able to take prototypes and then enhance the functionality features due to high levels of customization that systems had to offer (Foulds, 2006, p. 11). This idea was essentially non-existent, but was quickly

Strategic Management At Emirates Airlines Marketing Essay

Strategic Management At Emirates Airlines Marketing Essay Abstract This conducted report discusses a strategic study about the global airline industry, particularly Emirates Airlines. The first part of the report provides a brief overview about Emirates Airlines Company followed by a situation analysis that includes the internal and external analysis. The last section will be concluded with the current situation along with suggesting major issues that Emirates Airlines should address. Table of Content 1 Abstract 2 Table of Content 3 2 Introduction 4 3 External Environment 5 3.1 Industry Analysis 5 3.1.1 Airline industry General Profile 5 3.1.2 Life Cycle 6 3.1.3 Porters 5 Forces 7 3.1.4 Key Competitors 9 3.1.5 Key Success Factors 10 3.1.6 PEST Analysis 11 3.1.7 Summary of External Environment 13 4 Internal Environment 14 4.1 SWOT analysis 14 4.2 Summary of Internal Environment 17 5 Conclusion and Recommendation 17 6 References 21 Introduction Emirates Airlines goals for the immediate future and long term are, to be the best in every venture it undertakes; to meet its customers expectations profitably, to contribute to the success of Dubai Inc., and to make the city the new global aviation hub for the 21st century. Emirates Chairman, Sheikh Ahmed Al Maktoom In 1985 Emirates Airlines was established by Dubai Government with just two aircrafts. Today Emirates has 83 aircrafts files to 78 destinations in 55 countries worldwide. It has a large number of cabin crews from 95 nationalities. It recently made an aircraft orders worth more than $ 26 billion for 45 Airbus A380, which makes the company the worlds largest purchaser of Airbuss super-jumbo. (About Emirates) Emirates Airlines recently becomes one of the fastest growing airlines and the fifth-most-profitable airline in the world. It has been growing by more than 20% a year since the last 17 years making a profit of $637 million in 2004-05. (BBC News) Emirates Airlines is committed to achieve its mission, namely offering consistently high-quality value-for-money service and to be the best airline on all of its routes. Accordingly, it is known as an innovative and customer-oriented provider of advanced services, such as offering personal entertainment system in all classes, 18 TV channels, 22 audio channels and online booking service which enables customers to book, search for flights and choose seats. (About Emirates) Because of that excellence, it gained over 280 international awards, such as the prestigious CAPA airline of the year award 2005 by the Centre for Asia Pacific Aviation. (Internet travel news) External Environment Industry Analysis The aim of the industry analysis is to identify the external environment that affects the airline industry. The first part gives an idea about the airline industry profile. Airline industry General Profile Airline industry is one of the most competitive and growing industries in the world as it leads to economic growth, world trade, international investment and tourism. In the last decade, it has grown strongly by 7% per year for both business and leisure purposes. (Airline Industry) Airline industry is considered as one of the fastest expanding sectors of the world with growth rates 2.4 times above the GDP rates on average. It is also predicted to grow by an average of 5 % a year from 2000 to 2010 (IATA). Airline industry is affected by the economical growth, trade and political factors. As an example of the political factors, the 11th September attacks dropped the number of passengers, because people were afraid and tend to avoid studying and visiting countries that have been attacked by terrorism. As an economical factor, the increase in oil prices destroyed the profitability of the global airline industry, accordingly it losses around $6 billion in 2005 (IATA). Due to the unstable political and economical situation, many airlines companies started to modify their strategies and services to survive and succeed in the airline industry. For example, many companies invested heavily in the quality of services they provide by offering, e-booking system, new interactive entertainment systems, more comfortable seats, low cost carriers and many technological techniques. All of that was introduced to attract, return customers and gain a competitive advantage. As being in such a competitive market, many companies started setting agreements among each other to reduce costs and share resource which is called as alliance. Overall, the airline industry will recover as the number of passengers seems to be doubled by 2010 to exceed 2.3 billion due to the tourism, trade and economic development (IATA).Thus, Successful airlines will be those that continue reducing their costs and improving their services by differentiating from competitors to secure a strong position in the aviation market. Life Cycle The airline industry is in the maturity stage, therefore there is a strong competition in the market and the sales rate grows fast and then begins to stabilize gradually. As the competition is more aggressive in this stage, the advertising and sales promotion can be obvious. Moreover many competitors increased their research and development (RD) budgets to find best services to gain customers attention. (Product Life Cycle, 2005) Accordingly, many companies started to focus in differentiating their services and products from their competitors by increasing their customers brand loyalty. For instance many companies starts to concentrate on cutting the operating cost, thus in this stage the profit margin decreases and the least efficient companies leaves the market and only well-established companies are the ones that remain. Accordingly, many companies use offensive strategies rather than defensive strategies through modifying their market, product and marketing mix to survive and compete during this stage. (New product development) For example, Kuwait airways implements the strategy of modifying the marketing mix by launching a low cost carriers in order to increase its customer base and loyalty and increase sales, which is considered as a competitive advantage amongst its competitors (Kuwait Airways). Following section explains the porters 5 forces that impact airlines industry. Porters 5 Forces Threat of New Entrants The new entrants cause a threat to the existing company in any industry, because they might offer better services, products or costs. In the airline industry the threat is low as the level of entry barriers is high. There are many challenges that should be considered by the new entrants as follows: Capital Requirements. Huge budget is required for starting a new airline company to buy aircrafts and provide services to customers. Ex. Boeing costs around $ 2 billion. (Ashraf, Emirates Airline) Brand name Customer loyalty: Airlines companies have built an excellent position in the market which helps them to compete against the threats of new entrants. The experience curve of the existing companies is high according to their long experiences in the market, Ex. American Airlines. Generally, alliances between key airlines companies make the entry on the industry hard for any new airline company. Bargaining Power of Suppliers Suppliers can affect the industry through their abilities to raise prices or reduce the quality of purchased goods and services. The airline industry has few suppliers globally, namely Boeing and Airbus. Thus the power of the suppliers is high, because those limited suppliers have a control on the market due to the huge demand of their manufactured products. Bargaining Power of Buyers Buyers affect the industry through their abilities to reduce prices, bargain for higher quality or more services. The power of the buyers in this industry is strong as there are lots of passengers (1.8 billion yearly), the switching costs are low and passengers have many choices in the market (ITAT). The new technology of e-ticketing gives people the chance and flexibility to search for many airlines companies offering better or cheaper costs and services. Furthermore, it eases the operation of switching between different airlines companies. Therefore, many companies provide the air miles system to gain customers attention and to keep them as well. Threat of a Substitute Products or Services The threat of substitutes differs from the regional and international airlines. In the regional airlines it can be higher as people can drive their cars or use trains as a way to travel within the same region, but on the international level people use airplanes to move faster and more comfortable. In the Europe they are using trains to travel from country to another for example, its easy to travel by train from the UK to France by Eurostar train in just 1 hour 40 minutes (London to France). However, in many countries trains are not available ex UAE, accordingly such carries have a weak threaten in the airlines industry since they are not used for long distance journeys by many countries. Rivalry among existing firms In airlines industry, the rivalry is very high between the companies, as there is variety of airline companies that provides best aircrafts and services to passengers. For instance, many companies try to expand their market shares by offering best prices, best customer services and exclusive promotions as well as by being creative in their advertising campaigns. (Ex: Air Arabia is low cost airline). (Thompson Strickland, 1995) Key Competitors British Airways British Airways is ranked # 2 in Europe and one of the biggest in the world. They have 300 planes and 216 destinations in 94 countries. The key success factors of British Airways are: its a member of the largest alliance and it is known of its technology projects in offering unique services, such as touch screens service and being the first in implementing full flat beds. Qatar Airways Qatar Airways was established in 1994. It has 44 fleets linking 69 international destinations. Its services and events, gives the company special position amongst its competitors. The success of Qatar Airways comes from its aggressive growth plan that includes the construction and development of the new Doha international airport, which will include the worlds largest aircrafts hangers to be used for maintenance of Qatar Airways. Additionally, by 2009 Qatar Airways plans to get 36 aircrafts from Airbus, including two A380, for Qatar Airways. (Airline website, AmeInfo) Singapore Airlines Singapore Airlines is one of the most respected travel brands founded in 1947. It has a fleet of 90 aircrafts and it flies to more than 60 cities in 30 countries. Many factors cause Singapore Airlines success, such as young and efficient fleets, educated staff, top ranked travel gateway and its low cost airlines known as Tiger Airways, plus its a member of star alliance airline networks. (Singapore Airlines Company Information) American Airlines American Airlines was founded in 1930 and is positioned as the largest airline in the world in terms of the total passengers transported of 80 million yearly. It has the highest number of aircrafts that reach up to 991 and serve 172 cities with five main hubs. Also it is first to launch the loyalty program frequent flyers. All of theses are considered as the key success of this airline. (American Airlines) Key Success Factors To maintain airlines companies success, various key factors should be implemented for this purpose: Differentiation Airline companies tend to differentiate by providing advanced services. For example, providing the aircraft with the latest technology, such as wide seats, e-ticketing (as mentioned in 5 porters section) will attract customers and distinguish the company among other companies. (ex: British Airways). Strong brand name Obtaining a strong brand name plus building a base of loyal customers are the carriers companies most concern. It guarantees that customers will stick with the strong brand name company and ignore any attractive offers form other competitors. Some airline companies utilize some techniques to have a retain customers, such as offering a flyer mile to win a free ticket if the points were completed. (ex: American Airline) Alliances Airline industry is moving toward establishing alliances between companies. This will let companies to share resources via linking their networks to build a wide base of customers, develop services and increase number of routes. Additionally, it results in sharing experience and decreasing the operation costs. Ex. British Airways is a member of largest airline alliance known as Oneworld. Relations with supplier Airline companies must build a strong relation with suppliers by setting long-term contracts with them. Such relations will benefit the airlines companies, because this will keep them in the safe side even if there was any change in the pricing strategy (ex. increasing costs) in the future as there is a contract between them. The PEST analysis is the best way that leads companies to change their strategies. PEST Analysis Political factors The airline industry is affected by political situations, namely wars and terrorism. For instance, terrorists activities in different areas globally, namely USA (11th Sep), UK, Lebanon and Qatar made the regions unattractive for tourists and business travelers and reduce the passengers traffic. The political instability affected businesses between airlines in Middle East and the world by facing a difficulty to join any international alliances with any of the airlines leaders such as American Airlines. (Growth phenomena, Nora Byman) Economical factors One of the factors behind any success airlines is having modern airports supported with latest technology to meet customers requirements. UAE for example plans to invest in developing its main airports in Abu Dhabi and Dubai. The UAEs total investments on airport development over coming 20 years will exceed Dh 71 billion. The benefits of developing airports are: enhancing economy, reducing depends on oil revenues by moving into new sector (tourism), increasing tourists number and thereby driving profits to airline firms. Globally, alliance is considered as the main factor of many airlines companies success as it reduces the operation costs. Social factors Some of those factors are: increasing worlds population, tourists and number of educated people. For instance, the population is growing globally, in UAE the population in 2002 was 3,754,000 people and reached to 4,320,000 in 2004, this is because UAE is a multicultural country.As the number of expatriates is increasing, airlines firms profits will increase, because those expatriates need to travel to their homeland sometime. Additionally, many diseases influence the population in many courtiers, like Bird Flu, those killer diseases affect airline industry since they reduce populations level. (Economic Development) Technological factors The new technology affected airline industry negatively and positively. For example, the technology of teleconferencing reduced the need for face to face business meetings which affects on the number of business travelers and on the sales of business tickets. However, e-booking system makes the reservation easier and save many expenses such as reducing the printed tickets. (Current State) There is a growth in internet usage world wide. In the UAE, internet accounts are likely to grow from 251,000 in 2001 to exceed 600,000 accounts by 2006. Thus, local airlines industry should provide online services to get competitive advantage ex. Emirates Airline. (UAE to remain on top in Arab Internet market) Summary of External Environment The external environment shows airline industry is in its maturity stage with a slow rate of increase, which resulted in increasing the competitions level. Only three forces have a direct effect in this industry, namely bargaining power of suppliers and buyers and intensity of rivalry. The barriers for new entries are high which reduce the threats of any new entrants. Some factors, such as political, economy, social and technological affect the industry by either increasing or decreasing passengers traffics. Companies use several key factors to expand their successes to keep a good position and increase loyal customer base, like differentiating their services, making a strong band name and implementing latest technology and join alliances. Internal Environment SWOT analysis Strengths Member of the Arab alliance, known as Arab Air Carriers Organization promoting cooperation, safety standards among Arab airlines (Arab Air). First airline in Arab World that offers online booking service. Offering long-haul flights, like from US to Dubai. Offering self check-in service for customers at Dubai airport (Emirates expands). At Dubai Air Show 2005, Emirates made an aircraft order of 45 Airbus by 2012 making it the worlds largest purchaser of Airbuss super-jumbo. Providing employees with training, rewards and performance programs, thus reducing labor costs and increasing employees loyalty (People). An official sponsor of 2006 Fifa World Cup, which will increase its brand awareness. It has its own Frequent Flyer Program known as Skywards Miles that shared with Srilankan Airways. It has recently chosen Dexterra Mobile Platform to enable front-office mobile solutions that will enhance customer service interaction (Unisys). It offers training service to other airlines in Middle East which increase its profit. Weaknesses High Operation costs due to huge investment on buying aircrafts and implementing new technologies. Known of its high prices of tickets comparing to other airlines. Not a member of any global alliances (UAE). It doesnt have a hub in Abu Dhabi airport (capital of the UAE). Young airline that was established in 1985 3. Opportunities The income per capita is growing in UAE. Lots of investments will be made by the government of UAE for developing main airports in Dubai and Abu Dhabi. There is an overall growth in the population of the world and in UAE. World Travel Tourism Council forecasts that there will be an annual growth in the number of UAE tourists. There is an expected growth in internet users worldwide and in UAE. Aviation events such as Dubai Air Show promotes for Middle East airlines among other participates world wide airlines and show the growing of aviation industry in Middle East ( Walid). 4. Threats It is located in politically instable region and the terrorism activities have been increased in Middle East recently. Increase of aviation security costs and insurance which increase the operational costs of airlines. The increase of the fuel prices which rise the operational costs. The airline industry might face losses of around $ 3 billion if the oil prices did not reduce. (IATA) New entrants and the raise of low cost airlines. The e-ticking system can be abuse by the hackers or it might be crashed by viruses, this will damage the company database and will cost a lot of money. Passengers can be a threat to the company, as they have a strong power in the airline industry. The natural crises such as the earthquake and hurricane. As mentioned by Al-Arabia channel, Dubai is threatened by an earthquake (2005). This will affect the tourism in this region, which will reflected in the Emirates airline There is a possibility of rapid spread of new acute diseases such as SARS and Bird Flue that affect tourism and airlines. Summary of Internal Environment As external environments, companies should identify its internal factors, namely strengths, weaknesses, opportunities and threats. Recognizing that enables companies to improve, overcome weaknesses, handle opportunities as advantages and avoid threats. Emirates Airlines has many strengths, like differentiating from other airlines, as it responses to new technology, such as e-ticketing and self check-in services. An obvious weakness is the high prices of Emirates due to its huge investments in ordering aircrafts. Although it has opportunities (near investments in AD airport and increase of UAE income per capita in UAE.), many threats are concerning it, such as increase of oil prices, low cost airlines and the spread of killer diseases. Following section provides Emirates with the best solution in order to be competitive. Conclusion and Recommendation Is the airline industry an attractive industry? The airline industry is a huge market as there are 900 airlines companies internationally with total of nearly 22,000 aircrafts, nevertheless it has a low growth rates as it is in its mature stage of life cycle. (The economic social benefits of air transport). For any new entry the airline industry is considered to be unattractive, because the demand is low, the competition is strong and the operation costs are increasing. However, for Emirates Airlines it is attractive as its strategy and market position creates a good defense against its competitor. For example, it created a strong brand name and customer loyalty in the market by implementing the latest technologies in its services to be positioned as a pioneer in the airline field. It also achieves high profits yearly as it focuses proficiently to enhance its market position by differentiating in its strategies that would be used to attract customers such as flyer frequent program. Also, it has many chances to overcome with all the obstacles that might occur and affect the airline industry such as political or economical problems, etc. as it is a member in Emirates Group which enables sharing resources and reducing the companys expenses, thus leading the company to protect its position in the market. Overall, Emirates has a great market position plus its a profitable airline which is measured as a competitive advantage, since it has the opportunity to compete and expand its business to gain higher profits. What is Emirates competitive advantage? Emirates Airlines adopts differentiation generic strategy to gain a competitive advantage amongst its competitors by offering the highest quality services in order to be the best company in the market and differentiates from its competitors. For example, Emirates airlines was the first airline that offered TV screen for all aircrafts classes. Also it was the first company in the Middle East to serve the e-ticketing. In addition, it gained a competitive advantage by focusing in new segments in the market. For instance, it provides another airline companies such as Qatar Airways with training courses by using the most modern machines, called plane simulator to be the only company in the Middle East that offers such service. The aim of such changes is to be the leader in industry by increasing the brand name awareness regionally and internationally which will increase the demand and the profit as well. What major issues should Emirates Address? As the Airline industry is in the maturity stage, there is a strong competition between airline firms. Each firm should use offensive strategies besides doing analysis for internal and external factors that may affect its position. The research and analysis for Emirates airlines address following recommendations: The operational cost is increasing due to huge investments of Emirates on aircrafts and services and increase in fuel prices. Emirates should reduce the costs by making operational improvements, namely improving maintenance processes, maintaining high aircraft utilization and making effective flight scheduling. It could also be reduced by investing technology in distribution channels to reduce labor costs. For instance , it is recommended to install more self service kiosks in airports of the destinations of Emirates airline since it has already install ones in Dubai airport. In response to the threat of low cost airlines, Emirates shouldnt lower its fares after years of offering advanced services, instead it has to offer new low cost brand as a subsidiary of Emirates group serving economic travelers who are now customers of new low cost airlines, thus expanding the market share. Extending routes is recommended especially there is a growth in tourism UAE. There are main regions in the world that Emirates do not have routes in, namely Canada, It has to extend destinations worldwide (especially attractive areas). Joining a global alliance enables increasing its destinations, offering more fare options for customers helping to solve problems of new low cost airline. Investigating technology is recommended for improving customer service and Emirates has to sign contract with an e-business company that offers airlines technology solutions. E-CRM strategy is a new technology that Emirates should implement since internet users number is increasing. It allows managing long term relationships with customers (Jiang, 2003). Generally, Emirates should do analysis for internal and external factors and its competitors and develop new strategies to stay competitive in the maturity stage.

The Theme of Freedom in Poetry Essay -- Maya Angelou Paul Dunbar Slave

The Theme of Freedom in Poetry Write about three poems on freedom: On Liberty and Slavery (George Moses Horton), Sympathy (Paul Laurence Dunbar) and Caged Bird (Maya Angelou). I have chosen to write about three poems on freedom: On Liberty and Slavery (George Moses Horton), Sympathy (Paul Laurence Dunbar) and Caged Bird (Maya Angelou). The full text of the poems is attached. I chose these three poems because the subject matter appealed to me and I believe that the poems convey their meaning very effectively. Upon researching the poems, I discovered that Caged Bird was in fact inspired by Sympathy, which accounts for the similarities in language and imagery, as outlined below. All three poems deal with the subject of freedom using the imagery of birds; On Liberty and Slavery is narrated as a human plea for freedom, and makes reference to birds in that context, whereas Caged Bird and Sympathy both use the imagery of caged birds to explore the theme of loss of freedom. The symbolism of birds is used to depict freedom, as birds are essentially without constraints; in comparison to the limitations of humans, they have limitless possibilities. When a bird is caged, however, it loses that potential and is restricted not by its own limitations, but the limits set by another. This image is explored within the poems to depict the theme of slavery. On Liberty and Slavery ---------------------- On Liberty and Slavery is an example of a metaphysical poem; it deals with the concept of freedom using direct, personal language and contemporary allusions. The rhythm used in the poem is taken from the rhythm of Wesley's hymns; Charles Wesley was the brother of John Wesley (founder of the Methodists) and hymn wri... ...ten by Himself (1845) Sherman JR: The Black Bard of North Carolina: George Moses Horton and His Poetry Chapel Hill: University of North Carolina Press (1997) Rice, A: Radical Narratives of the Black Atlantic, Continuum: New York (2003) Sapphire: Black Wings and Blind Angels, Payback Press: Edinburgh (2001) McCarthy K: bittersweet, The Women's Press Ltd (1998) Secondary Sources: www.poets.org.uk (03/05/2004) http://docsouth.unc.edu/hortonlife/horton.htm (04/05/2004) http://www.christian-bookshop.co.uk/free/biogs/cwesley.htm (07/05/2004) http://www.bbc.co.uk/bbcfour/audiointerviews/profilepages/angeloum2.shtml (07/05/2004) --------------------------------------------------------------------- [1] Sherman JR The Black Bard of North Carolina: George Moses Horton and His Poetry Chapel Hill: University of North Carolina Press (1997)

Julius Ceasar

Brutus gives his thoughts of killing Caesar in William Shakespeare’s tragedy Julius Caesaract 2 scene 1. In Brutus’s soliloquy he reveals how Caesar â€Å"might change his nature† (4). Brutus also states â€Å"he may do danger† (8). What Brutus is referring to is if Caesar gets crowned he might abuse his power. Brutus is an honorable man who is for the people of Rome. Although this might not be his reasoning for killing Caesar. It may be that Brutus himself wants power. Therefore Brutus is willing to do anything necessary to get what he wants. The metaphor Brutus uses in his soliloquy is how Caesar may climb â€Å"young ambitions ladder† (13). Brutus repeats that Caesar is climbing a ladder to get what he wants. To repeat Brutus declares â€Å"whereto the climber-upward turn’s his face but when he once attains the upmost round he then unto the ladder turns his back† (14-16). To be sure Brutus wants to join the conspirators to kill Caesar, Brutus articulates how Caesar will turn his back on the people that he once used to get to the high place he wants to be at, which is the crown. â€Å"So Caesar may† (18). Which means Caesar might do all these bad things. Therefore Brutus thinks of Caesar as a â€Å"serpent’s egg† (23). Thus Brutus thinks it’s necessary to â€Å"kill him in the shell† (25). At the end of Brutus’s soliloquy Brutus has made up his mind to join the conspiracy and kill Caesar. There could be many topics from this quote but the two most important topics are projection and ambition. In this soliloquy Brutus projects how he feels about Caesar. In doing so, Brutus manipulates what Caesar actions to get what he wants. Brutus wants what is best for the people and himself and Brutus thinks that Caesar will do harm to the people if he is crowned. Brutus also suggests that Caesar will change and be a different person. Everything that Brutus projects about Caesar, Brutus is construing to his own fashion. To be correct Brutus states that Caesar is ambitious. Brutus implies that Caesar is striving for the crown. Although Caesar doesn’t show his ambition literally he shows it other ways. Granted that Brutus may also be ambitious, due to the fact that he wants to kill Caesar and join the conspiracy. Brutus says that Caesar is ambitious for power but that might not be the case. It might be that Brutus is more ambitious than Caesar for power. Brutus does not show how ambitious he is for power until the end of his soliloquy. In this soliloquy it shows how ambition can be a negative connotation because desires something. Brutus esires Caesar to die and to make him self seem like honorable man to the people. Although in reality Brutus is just trying to get one of his desires. And Caesars desires were the crown. If Caesar desires the crown then Caesar is in the way of Brutus’s desire. So therefore Brutus needs to think that killing Caesar is the right thing to do for himself. To conclude Brutus must kill Caesar to get what he desires the most. Although Brutus was not only influenced by his desires but the desires of Cassius. By the end of this quote it shows how Cassius projected Brutus’s thoughts of Caesar. Therefore Brutus must kill Caesar.

The crop protection industry Essay Example

The crop protection industry Essay Example The crop protection industry Essay The crop protection industry Essay The AHP firm Cynamid was purchased by German based company BASF in 2000. This purchase results in a reduction of the competitive ability of AHP and increases the threat posed by BASF. Previously Monsanto had entered agreements with Cynamid in which they were able to sell glyphosphate for use in the herbicide created by Cynamid called Extreme. This increase in the products ability to provide protection is an example of Cynamids focus strategy, providing particular customers with their specific needs. BASF is a major power in the pharmaceutical organisation with many branches into different areas of research. While this draws on its resources it also provides substantial revenue for RD which is essential in the biotechnology industry. More recently BASF claims to be aiming to remain the worlds leading chemical company. (Dorothe Myer 2005) They intend to do this by helping customers and providing sustainable development. While farmers who purchase technologies may want to produce the best yields they also want their customers to be happy with their products. For this reason the strategy BASF is adopting is appropriate for achieving future profits. Monsanto focuses its business on agricultural crop growers. It exceeds in this industry and has obtained a large amount of revenue due to its creation of the Roundup herbicide. Novartis is not completely concerned with crop protection but concentrates on health products. It does not focus solely on crop protection and I dont believe they pose the most significant threat to the market share of Monsanto. BASFs firm Cynamid has developed products that directly impact Monsantos market share. The organisation accumulates large revenues each year and through this revenue can spend more on RD then less successful companies. These revenues are spent over a number a more substantial area as BASF is involved in more industries then crop protection. I dont believe that they are the most significant threat to Monsanto as they have just acquired Cynamid and are not as established as some other organisations in the crop protection industry. DuPonts firm Pioneer focuses on crop protection and in the past has developed useful and profitable products using Monsantos glyphosphate ingredient. Although it has proved competitive it has used Monsantos technology to its advantage and has increased profits partly due to Monsantos patent conclusion. Pioneer is still a threat but I do not believe it is as much a threat as the established Syngenta organisation. Syngenta is another competitor of Monsanto that focuses solely on crop protection. It is a greater threat to Monsanto as it has worldwide operations with high revenues and continually innovative products. Syngenta had sales in 2004 equal to approximately US$7. 3 billion. (Syngenta 2005) It has also been granted recent court ruling that allow it to enter markets and compete with Monsanto. (Corey Gillam 2004) Syngenta is also responsible for releasing a new combination product called LOMAX which provides season long control of broadleaf weeds and grasses. (Syngenta2005) I believe Syngenta has the resources to create innovative products and threaten any thoughts of a monopoly by Monsanto. It is a well established organization with the revenue and technology to expand in the crop protection industry.

Masking Emotions and Mental Wars essays

Masking Emotions and Mental Wars essays When an individual tries to cope with emotions after a certain incident in their lives, they sometimes find themselves in a confused state of mind. Some decide to express their emotions out in the open, while others choose to withhold them. Regardless, each choice has a consequence. Some deal with emotions by refusing to see the truth, while others are unable to reveal it. Sometimes the truth must come out. Others are too inexperienced with the realities of emotional traumas that they are unable to cope with their feelings. Those that keep it inside allow the emotions to build up to a point in which the person is unable to find peace within themselves. In the works Othello, by William Shakespeare and A Separate Peace, by John Knowles, protagonists Othello and Gene go through a mental war, in which they put on a persona to hide the truth from the outside world. Through this, it is shown, when the characters mask their emotions it leads to irrationality, overwhelmed jealousy an d inconsolable guilt. Logical thinking ceases to exist when Othello and Gene hide their emotions from others. Othello refuses to see the truth, whereas, Gene is unable to reveal the truth. Therefore, they begin to bury their emotions deep within themselves and eventually these feelings take over their state of mind. Rather than talking to those that it involved, Othello and Gene decide they rather bring harm to them. Genes interests lie primarily in getting good grades and studying, but he finds himself drawn to his roommate Finny who has all the qualities of a leader and a fighter. There is a personal struggle between Gene and Finny. They are best friends, but at the same time enemies. Gene is jealous of Finny and resents him; he chooses to deal with this by hiding his emotions and bringing pain to his defenseless friend. Gene in his confused state of mind decides to push Finny from the tree, Holding firmly to the tree trunk, I...

The best way to influence the government by ordinary people Essay

The best way to influence the government by ordinary people - Essay Example make sure that the government listens to the views of the ordinary citizen, and in recent times social networking sites and blogs are proving to be an excellent pathway. The great advantage of social networking sites like facebook, or even twitter, is that they can reach a large number of people very quickly. When an idea takes hold on the internet and is passed from person to person, then it is called a â€Å"viral† process, because it spreads like a virus through the contacts that are made. We can see in the so-called â€Å"Arab Spring† that dissatisfaction with government performance has resulted in protests all across North Africa and the Middle East. Demonstrations and rallies are co-ordinated by facebook, in the large cities at least, and this means that many voices can be heard at the same time, forcing the government to take notice. This has resulted in violence on some occasions, because of the strong feelings of the protestors and the harsh reaction by the governments concerned. Violence, however, is not the best way bring about change. People suffer because of it, and many become bitter, resulting in a cycle of destruction t hat helps nobody. A more effective use of social networking, and one which is used in the United States, is to make concerns public on the internet, and to draw attention to issues that a lot of people would like to change. Many pathways from the twentieth century like writing letters to a member of Congress, or drawing up a petition, or even lobbying key politicians, can now be done online in the twenty-first century. The issue of climate change has many different dimensions, and an ordinary citizen can choose social networking sites for different types of action. For local issues, it is possible to join a local lobbying group, and to participate in meetings, for example to protest about any environmental damage being done by a local factory. Dates and times can be published on the protest group’s web, or blog, or facebook page,

Cigarettes and Lungs Cancer Research Paper Example | Topics and Well Written Essays - 2000 words

Cigarettes and Lungs Cancer - Research Paper Example Lung cancer is one of the leading causes of cancer-related mortality all over the world. There are basically 2 predominant types of lung cancer and they are small cell lung cancer or SCLC and non-small cell lung cancer or NSCLC. The latter constitutes 85% of all lung cancer cases. NSCLC is further divided into large cell carcinoma, squamous cell carcinoma, and adenocarcinoma (Molina et al, 2008). All these types of lung cancers are different in terms of clinical presentation and histopathological characteristics. But management plans and prognoses are similar. The most frequently encountered NSCLC is adenocarcinoma arising from the mucosal glands of the bronchi. It represents 35-40 percent of all lung cancers. It is mostly seen in the peripheral portion of the lung. It is the most common histologic subtype. It can also manifest as scar cancer. This subtype is mostly seen in non-smokers and may present as a bronchoalveolar form of multifocal tumors. Squamous cell carcinoma accounts fo r about 25 percent of lung cancers. Unlike adenocarcinoma, the cancers are mainly seen in the central parts of the lungs with the classical clinical presentation being proximal bronchus cavity. It is characterized by keratin pearls and has the tendency to exfoliate. It is often associated with hyperkalemia. 10-15 percent of lung cancers are caused due to large cell carcinoma that is easily diagnosable by chest X-ray. Lung cancer metastasis to liver, bones, adrenal glands, brain, spinal cord, and pericardium.... Unlike adenocarcinoma, the cancers are mainly seen in the central parts of the lungs with classical clinical presentation being proximal bronchus cavity. It is characterized by keratin pearls and has the tendency to exfoliate. It is often associated with hypercalemia. 10-15 percent of lung cancers are caused due to large cell carcinoma that is easily diagnosable by chest X-ray. Lung cancer metastatises to liver, bones, adrenal glands, brain, spinal cord and pericardium (Molina et al, 2008). Regional incidence pertaining to lung cancer is actually variable and it predominantly depends on the prevalence of cigarette smoking. For instance, in Utah, the incidence of lung cancer is lowest and smoking is lowest there (Molina et al, 2008). On the other hand, in Kentucky, the incidence of smoking is highest and so is the case with lung cancer (Molina et al, 2008). Another interesting aspect is, with the decline in the prevalence of smoking, the incidence of lung cancer is predominant in form er smokers than in current smokers. For example, according to a study by Yang et al (2005), "more than 5000 patients whose lung cancer was diagnosed between 1997 and 2002, only 25% were current smokers and more than 60% were former smokers" (cited in Molina et al, 2008). The epidemic of lung cancer in the 20th century is undoubtedly caused by cigarette smoking. The development of lung cancer secondary to smoking is directly related to the number of cigarettes smoked per day and the duration of smoking. The nicotine content and tar content also influence the development of lung cancer. Tobacco contains about 300 substances that are harmful of which more than 60 are potent carcinogens (Lee, 2001). Nitrosamine-NNK and poly-aromatic hydrocarbons for DNA

Global warming Research Paper Example | Topics and Well Written Essays - 2250 words

Global warming - Research Paper Example The planet’s temperature is constantly rising, and the trend has continued over the years. Globally, the average surface temperature has increased much in some degrees, and this is basically the effect of the greenhouse. Naturally the earth’s temperature depends on the amount of energy entering and leaving the planet. But when that later like blanket has been formed, the incoming energy from the sun gets absorbed and as a result, the earth warms. With the absence of this layer, the energy from the sun is therefore reflected back into the space, there will be no warming effect. Due to the fact that this energy has been reflected back, the earth experiences a cooling effect. Balancing of the energy leaving and entering the earth’s surface has been over a long period of time changed by both human and natural factors (Houghton, 2004). This has brought; variations in the sun’s energy reaching the earth’s surface, changes have occurred in the reflectivity of earth’s surface and that of the atmosphere. It has also caused major changes in the greenhouse effect, which has considerably affected the amount of heat that is retained in the earth’s atmosphere. ... And when all these challenges dawns at once, human beings and other living organisms have no chance rather to be exposed climate related health effects, increased risks of illnesses and more death that are as a result of extreme heat and heat waves from the sun (Have, Agius, & Unesco.2006). There is no short cut to curb these climate related problems. The only way out is to act now and try if we can reduce our carbon emissions in to the atmosphere, plant more trees, slow down the pace of global warming. And to the next generation, we should pass on to them a healthier and a safer world. The main goal of environmental policy is to ensure that the environment is protected for the future generation. The regulations are created to ensure that there is a great control of disposal of hazardous waste into the environment and to increase the quality of water and air which circulates in the atmosphere. When all these are taken into control, to a greater extent, it is going to balance the amou nt of energy entering and leaving the earth surface. It will also boost the reflectivity of the earth’s surface and that of the atmosphere which in turn brings the cooling effect to the earth. It will considerably bring to control the climatic change that results into greenhouse effect that determines the amount of heat retained in the atmosphere. Different governments in the world have written and established various policies (Robbins,et al.2010). These rules and regulations have to a lesser extent helped to curb the problem of global warming that has claimed the lives of innocent citizens, deteriorated world economies and destruction of properties due to earth quakes.

Ocean Park Brand Equity Essay Example for Free

Ocean Park Brand Equity Essay I am genuinely tank to Mr. Nicholas Tam for supporting me all the time and spending many hours on my final year project. This was totally appreciated that he provided many professional and useful advices and recommendations to me. Otherwise, I would also like to thanks Mr. C. N. Lo as my second marker and give me suggestion to improve my project. ABSTRACT Ocean Park Hong Kong is a home-grown treasure. It is also one of the most popular amusement parks in the world, providing educational, conservation and entertainment. Ocean Park Hong Kong has brought joy to local and overseas visitors throughout her 30-year history. She lets everyone in Hong Kong has a special and memorable experiences. In these 30 years, it experienced many impacts that are occurred by outside and inside of the organization. They also recorded a deficit for a certain years. But it was carried out the revolutions continually. Afterwards, the business is still running. Recently, some information indicated that the ranking of the most popular amusement park of the world, which is the Ocean Park Hong Kong higher than Hong Kong Disneyland. Finally, through survey, focus group interview and brands performance measures, to conclude that the brand equity of Ocean Park was better. Better leadership, better quality, builds up customer loyalty. CHAPTER I – INTRODUCTION Ocean Park is one of the theme parks in Hong Kong. â€Å"Marine† is the majority theme of the park. It is located at the Southern District of Hong Kong, and it was opened on 10 January 1977. It was constructed at a land granted by the government, and then the funding of construction is granted by the Hong Kong Jockey Club (HKJC), and it also operated by HKJC. In January 1979, Ocean Park introduced a Killer Whale for the visitors. It becomes a one of the selling points of the park. In the inception stage, there is not enough amusement rides for the public. But, there was expanded their scale of the park, and increased much more amusement rides into the park. The operating capital of Ocean Park was depends on the revenue from tickets and donation from HKJC in earlier stage. It also has a significant deficit for a long time because the price is set on the low side. In 1 July 1987, the â€Å"Ocean Park Ordinance† is constituted by the government. HKJC will granted that they are established the trust with $200M funding. In this time, Ocean Park becomes a non-profit making organization and needs to self-finance. The park changed their business to commercial-oriented, and increasing its ticket price. Thus, the park enhanced its financial conditions to be positive. In 1998, the park recorded deficit again caused by some factors, such as East Asian Financial Crisis. Although it received 2 pandas from China, it still could not increase the visitor’s attraction of the park. The park also closed the water attractions and the Middle Kingdom. And then, it introduced more amusement rises for visitors especially for the teenagers such as the Abyss Turbo Drop and the Mine Train. In Fiscal Year 2004/2005, there are more than 4 million visitors during a year. This is renewing the record since the park is opened. It is caused that PRC government implemented the â€Å"Individual Visit Scheme† under CEPA. Ocean Park revealed its redevelopment plan in 2005, which will upgrades the quality and availability of features at the park. This is response the impacts from the opening of Disneyland. Ocean Park is also held a groundbreaking ceremony for its redevelopment project in November of 2006. According to the Attraction Attendance 2008 releases by Economics Research Associates (ERA) and Themed Entertainment Association (TEA) on 16 April, Ocean Park is the world’s number 15 theme park, Asia’s 5th theme park (Judith Rubin, 2009). (Appendix 1b) 1. Industry Background The tourism industry is one of the four key industries in the Hong Kong economy. There were two types of tourism which were inbound tourism and outbound. For inbound tourism, there were 5 groups of sub-industries which included retail trade, hotels and boarding houses, Restaurants, Cross-boundary passenger transport services and others. The value added of tourism in 2006 and 2007 were HK$45,300 Million and HK$52,300 Million. There was increased around 14% from 2006 to 2007. And the employment in this industry in 2006 and 2007 was 176,300 and 193,800. There was increased around more than 8% from 2006 to 2007 (Census and Statistics Department, HKSAR, 2009). (Appendix 9) In order to support the poor economic condition, Hong Kong government was provided some supporting projects to the tourism industry such as â€Å"the Closer Economic Partnership Arrangement (CEPA)† and â€Å"Individual Visit Scheme†. These projects both were cooperated with PRC. Ocean Park is one of the participators in the amusement park market. Its major competitor is Hong Kong Disneyland. Before Disneyland involved its business in Hong Kong, Ocean Park was the only one participator in this market during the other amusement parks were closed their business such as Lai Chi Kok Amusement Park. On the other hand, the amusement park from neighbor country should also be the major competitors for Ocean Park such as Happy Valley from Shenzhen, PRC. As a famous landmark of Hong Kong, Ocean Park was a successful company in this industry. In accordance with the Attraction Attendance 2008, the 2008 attendance was equal to 5. 03 Million. It was a leading brand of the amusement park market (Judith Rubin, 2009) (Appendix 1b). In conclusion, Ocean Park should be capturing the opportunity derived from increasing attendance and the supporting from government, and focus its competence for facing the threat generated by intensive competition from the neighbor country. 2. Statement of issue In past certain years, Ocean Park faced impacts in different period of time, for example, East Asian Financial Crisis, SARS, and external environment. For the financial issue, Ocean Park was faced the financial distress on past certain years especially for the East Asian financial crisis. Besides, for the external environmental issue, Ocean Park should also be faced to the new entrants of Hong Kong amusement park market that was Disneyland. Ocean Park was a domestic famous brand in Hong Kong. On the other hand, Disneyland was an international famous brand. The overall size of organization of Ocean Park should be smaller than Disneyland. 3. Purpose of the study Propose of this study is to understand customer’s brand equity of Ocean Park. A result of questionnaire survey is to ascertain the sources (Brand Equity Ten) of brand equity of Ocean Park. Base on the findings of the survey, propose that the critical success factor of the theme park. CHAPTER II – LITERATURE REVIEW The Brand Equity Ten will be applying in this study, which is an effective method to evaluate brand equity. Ten sets of measures grouped into five categories, are shown in Table 1. The first four categories are to measure customer perceptions of the brand. The four categories of brand equity are including loyalty, perceived quality, associations, and awareness. The last category is to collect information from the market based information rather than directly from customers (D. Aaker, 1996). 1. Loyalty Measures Since it is now widely recognized that it is much less costly and much more profitable to keep existing customers than to win new ones, customer retention become an important goal for most organizations. In principle its simple: you just have to keep your existing customer (N. Hill, J. Alexander, 2006). The Hong Kong amusement park industry was created a monopoly loyalty during there was only two participators in the market, such as Ocean Park and Disneyland. The loyalty of these two amusement parks might be generated by devotion of its customers, for instance, the customer would be sought some adventure experiences at Ocean park during there was provided many thrill rides. Besides, if the customer would be found some story of fairy tales, they would go to Disneyland, it is because customer can be met many famous characters like Mickey Mouse. 1. Price Premium â€Å"A basic indicator of loyalty is the amount a customer will pay for the brand in comparison with another brand (or set of comparison brands) offering similar benefits†(D.Aaker, 1996). For the admission fees of both Ocean Park and Disneyland, there was a large difference between parks. For instance, in the adult’s general admission fees, Ocean Park was HK$208, and Disneyland was HK$350. Therefore, the price premium should be HK$142. 1. Perceived Quality/Leadership Measures â€Å"Perceived quality is often the key positioning dimension for corporate brands (such as Toshiba or Ford) and other brands that range over product classes (such as Weight Watchers, Kraft, and store brands such as Safeway Select). Because these brands span product classes, they are less likely to be driven by functional benefits, and perceived quality is likely to play a larger role. (D. Aaker, 2009) For Ocean Park, it provided different amusement facilities to visitors. Besides, Disneyland provided the story of fairy tales to visitors. Visitors could earn the different experiences during they are visiting these two parks. They would use the last experience to evaluate the perceived quality of the parks. â€Å"Leading brands are perceived to be relevant, unique and compelling. They inspire customer loyalty and enable organizations to charge price premiums. They increase bargaining power with business partners, make it easier to hire and retain talented employees and provide organizations with clear strategic direction and platforms for future growth. †(B. VanAuken, 2007) Both Ocean Park and Disneyland were performed their services at a unique and compelling ways. For example, Ocean Park provides a lot of amusement facilities for visitors; some facilities were very unique in Hong Kong such as Giant Panda Habitat. On the other hand, Disneyland arranges many owned international famous characters that visitors may take some photos with them. 2. Associations/ Differentiation Measures â€Å"The key associations/differentiation component of brand equity usually involves image dimensions that are unique to a product class or to a brand. The challenge, then, is to generate general measures that will work across product classes. † (D. Aaker, 1996) Since Ocean Park was opened, it was established a personal image for visitors that it was provided some messages like ocean protection and education, exciting experience. Visitors had no doubtful that the meaning of Ocean Park, and they was knew that it was not an amusement park only. Also, Disneyland was generated a dreaming place for visitors to enjoy a childlike and entertaining tour for their each visit. But it was not provided other functional characters to the public such as educational activities. 3. Awareness Measures â€Å"Brand awareness measures the accessibility of the brand in memory. Brand awareness can measured through brand recall or brand recognition. Brand recall reflects the ability of consumers to retrieve the brand from memory when given the product category. † (P. Chandon, 2003) Both Ocean Park and Disneyland were achieved to brand awareness. For Ocean Park, visitors may be bethought its owned characters when they were went to it such as Dolphin, Giant Panda, thrill rides and etc. On the other hand, also, Disneyland was gained the high level of international attention. Visitors were recall its owned characters like Winnie the Pooh, Stitch, and they can be got this memory outside it such as TV and other side-products of its owned characters. The dimension of differentiation in the association category is a summary of brand associations (D.Aaker, 1996). 4. Market Behavior Measures 1. Market Share â€Å"The performance of a brand as measured by market share (and/or sales) often provides a valid and sensitive reflection of the brand’s standing with customers. When the brand has a relative advantage in the minds of customers, its market share should increase or at least not decrease. † (D. Aaker, 1996) The performance of an amusement park can be measured by some elements such as its functions, service level, customer relationship management and etc. It can be grew its admission income during the higher service performance that it can be performed. 2. Price and Distribution Indices â€Å"Market share can be a particularly deceptive brand equity measure when it increases as a result of reduced prices or price promotions. Thus, it is important to measure the relative market price at which the brand is being sold. † (D. Aaker, 1996). â€Å"Market share or sales data are also extremely sensitive to distribution coverage. Sales may be dramatically affected when a brand gains or loses a major market or expands into another geographic region. A measure of distribution coverage is thus a second logical companion measure to market share. † (D. Aaker, 1996). As an amusement park, the market price data was equal to the admission income of a year, because this was majority source for capturing its operating resources. Besides, it indicated that the admission income might be affected by the change in attendance directly. On the other hand, the price and distribution indices should be reflected the market share that can be evaluated by admission attendance during a year. This may be found out the true picture of the growth of admission attendance rather than depends on admission income. CHAPTER III – METHODOLOGY 1. Sample Design Data will be collected by using a questionnaire. It is use to measure customer perceptions of the brand along with the four categories (D. Aaker, 1996). The questionnaire is use to survey those people who are visited Hong Kong Ocean Park and Hong Kong Disneyland before. It is to ensure that the data from respondents are effective and reliable. The questionnaire will be distributed to them through e-mail, and the respondents are classmates, teachers, familiars, friends, and colleagues. 100 samples were collected through this survey. 2. Questionnaire Design First, questionnaire is used to measure the four categories, which are Loyalty Measures (price premium and satisfaction/loyalty), Perceived Quality/Leadership Measures (perceived quality, and leadership), Associations/Differentiation Measures (perceived value, brand personality, organizational associations, and differentiation), and Awareness Measures (brand awareness). Second, setting demographic factors, respondents were required to answer their personal information, including gender, age, monthly income, occupation and education. It is in order to compare the general information with the 25 items, and find out the critical success factor of Ocean Park. Nine dimensions including 25 items, plus 5 items of general information, there are totally 30 questions. Third, this study will compare with Disneyland because it is the mainly competitor in Hong Kong. The questionnaire format is Part A is Ocean Park, Part B is Disneyland, and Part C is the general information. â€Å"5-point Likert Scale† is usually used in questionnaires, and is the most widely used scale in survey research. †. There were used 5 choices of answer question for respondents to answer their questionnaire except general information. It was included â€Å"Strongly Disagree†, â€Å"Disagree†, â€Å"Neutral†, â€Å"Agree† and â€Å"Strongly agree†. (Answers. com, 2009) Fourth, set â€Å"Missing Data†. It is to reduce or ignore the answer of unclear, ambiguous or answer more than one choice, etc. The questionnaire format could refer to Appendix 7. 3. Statistical Package for the Social Science(SPSS) SPSS was established in 1968 by Norman H. Nie, C. Hadlai (Tex) Hull and Dale H. Bent. They want developed a revolutionary software system in order to turn raw data into representative information in an easily way. According to the SPSS’s website, â€Å"This revolutionary statistical software system was called SPSS, which stood for the Statistical Package for the Social Sciences. Nie, Hull and Bent developed SPSS out of the need to quickly analyze volumes of social science data gathered through various methods of research. † (SPSS INC. , 2009). In addition to statistics analysis, the features of the base software, which are included Descriptive statistics (Cross tabulation, Frequencies, Descriptives, Explore, Descriptive Ratio Statistics), Bivariate statistics (Means, t-test, ANOVA, Correlation (bivariate, partial, distances), Nonparametric tests), Prediction for numerical outcomes (Linear regression), and Prediction for identifying groups (Factor analysis, cluster analysis (two-step, K-means, hierarchical), Discriminant) (Wikipedia, 2009). In this report, there was using SPSS to analyze the statistical information, there are included Cronbach Alpha Reliability Analysis, Mean and Standard Deviation, Crosstab Test. 1. Reverse Scoring In order to calculate some opposite data in one dimension, there should be rescored the negative data to turn into positive data. This can be increasing the reliability and correlation among data in one dimension. â€Å"Items that are negatively worded in a scale must be rescored in a positive direction in order to match the other items in a scale† (S. Stark, et. al. , 2001). In the questionnaire, Question 22 25 of Part A and B was used this function that in order to find out the reliable and correlated data, and these sets of data should be opposite to other data in same dimension. 2. Cronbach’s Alpha Reliability Analysis â€Å"Cronbachs alpha measures how well a set of items (or variables) measures a single unidimensional latent construct. When data have a multidimensional structure, Cronbachs alpha will usually be low. Technically speaking, Cronbachs alpha is not a statistical test it is a coefficient of reliability (or consistency). (UCLA Academic Technology Services) There were used the Cronbach’s Alpha Reliability Analysis to find out the reliability. The output table will then be displayed the Cronbach’s Alpha of the dimension. 3. Mean and Standard Deviation â€Å"The mean, indicated by ? (a lower case Greek mu), is the statisticians jargon for the average value of a signal. It is found just as you would expect: add all of the samples together, and divide by N. † (S. Smith, 2007) It is the use to find out the average in a group of population. There were calculated the means by all of the scoring of each question. Afterwards, added up the separate mean from all dimensions which were found out the total mean of each category. â€Å"The standard deviation is one of several indices of variability that statisticians use to characterize the dispersion among the measures in a given population. To calculate the standard deviation of a population it is first necessary to calculate that populations variance. Numerically, the standard deviation is the square root of the variance. Unlike the variance, which is a somewhat abstract measure of variability, the standard deviation can be readily conceptualized as a distance along the scale of measurement. † (R. Hoffman, 2002) Besides, the standard deviation was displayed on the output table of SPSS in order to analyze the dispersion of the result of nine dimensions. 4. Crosstab Test â€Å"Cross-tabulations give us much more insight into the data than do simple profiles or frequency distributions. Cross-tabulations are an example of bivariate analysis (i. e. , examining the relationship between two variables). However, cross-tabulations are of limited value, too, because we are realistically restricted to examining the relationship between only two variables at a time (e. g. , customer status and age; customer status and income; etc.). If we try to examine a cross-tabulation of more than two variables at a time, the results are very difficult to visualize and interpret meaningfully. † (SmartDrill, 2008) There was used the crosstabulation to compare the variability of general information. This can be easily found out the difference between two set of data. 4. Focus Group â€Å"Focus groups are a powerful means to evaluate services or test new ideas. Basically, focus groups are interviews, but of 6-10 people at the same time in the same group. One can get a great deal of information during a focus group session. † (C. McNamara, 2006) 5. Data Analysis. 1. Calculated the mean and standard deviation for all of 9 dimensions in order to find out the overall performance of both Ocean Park and Disneyland. 2. Used SPSS reverse scoring function in order to make some conflict data that reversed into same way. This can make that the reliability must higher than origin data. Besides, Cronbach’s Alpha Reliability Analysis can be found out the reliability of all of the dimensions, and ignored some irrelative items in the dimensions. This can improve the reliability for each dimensions that if deleted the items. 3. Calculate the mean with both Ocean Park and Disneyland. 4. Used crosstabulation to compare which the general information of both Ocean Park and Disneyland such as age, gender and income, 5. After used of SPSS, there were formed a focus group that was invited 7 interviewees in order to discuss the issues that occurred in the result from SPSS. 6. Besides, found some corporate information of Ocean Park and Disneyland which how to performed the market behavior. 7. Match the result of mean analysis and the result of crosstabutaion analysis, in order to find out the source of brand equity and the critical successful factor of the theme park. CHAPTER IV – RESULTS. 4 Sample and Descriptive Statistics This survey totally collected 100 samples, 57 respondents are male and 43 respondents are female. The majority respondents aged between 20 to 24 years olds (83%). In the monthly income group, nearly 50% of respondents their salaries were $5,001 to $10,000 per month. Monthly income was â€Å"less than $5,000† which had 41% of respondents. Many of respondents were students and workers (80%). Over a half of respondents had education level at diploma levels or associate degree, and 37% of respondents had education level at undergraduate or postgraduate. (Appendix 2) 2. Cronbach Alpha Reliability Analysis. This research has nine dimensions which are belong to the four categories. The dimensions are including 25 items. Use the Cronbach Alpha Reliability Analysis to find out the reliabilities between the 25 items and the nine dimensions. The reliability test in order to define questions whether it is fit/relative to the nine dimensions. This can find out which items can be more significant and which are the insignificant. The existence of the items was whether or not to affect the result of the dimensions such as completion, reliability and accuracy. (Appendix 3) 3. Mean and Standard Deviations Table 2: Comparison of Mean and S. D. of dimensions with Ocean Park and Disneyland |Categories |Dimensions |Ocean Park |Disneyland |Mean Differences |Ranking | | | |Mean |Std. Deviation |Mean |Std. Deviation | | | |Loyalty Measures | |Dimensions |Ocean Park |Disneyland | |Price Premium |Medium |High (Negative) | |Satisfaction/ Loyalty |High (Positive) |High (Negative) | |Perceived Quality |High (Positive) |High (Negative) | |Leadership |High (Positive) |High (Negative) | |Perceived Value |Medium |High (Negative) | |Brand Personality |High (Positive) |Medium | |Organizational Associations |Medium |Medium | |Brand Awareness |High (Positive) |High (Negative). | |Market Share |- |- | |Price and Distribution Indices |Medium |Medium | 1. Loyalty According to the result after crosstab the items, it found that in the loyalty category, the effect of price premium for Ocean Park was medium. The acceptability of the admission price for Ocean Park was relatively higher than the Disneyland. Its admission price was cheaper than Disneyland. Comparatively speaking, the effect of price premium for Disneyland was high. The acceptability of the admission price was low, that was relatively expensive. The influence of price premium on Disneyland is negative. Besides, the result reflected that price was not the determining factor for respondents to switch brand. On the other hands, the effect of satisfaction for Ocean Park was high. The park was better than Disneyland in satisfied customers needs and wants. Loyalty was built by a cumulative result, which were the customers’ past visit experiences with the brands. The result indicated that the opportunity of respondents’ revisit the parks was based on their last visit experiences. Ocean Park was better than Disneyland, respondents were willing to recommend Ocean Park to others rather than Disneyland. The influence of satisfaction on Ocean Park is positive. However, the effect of satisfaction for Disneyland was high. It brings a negative influence on the park. In satisfied customers needs and wants, Disneyland was worse than Ocean Park. Respondents were unsatisfied with their last visit experience. Only seldom of respondents would revisit the park on the next opportunity and recommend the park to others. During the result of satisfaction was negative, the management from Disneyland would improve the quality for satisfying customers’ needs and wants. 2. Perceived Quality/Leadership. The result reflected that there was a linkage between perceived quality and leadership, Compare with Disneyland, Ocean Park was popular and more innovative, it was the leading brand in Hong Kong, and overall Ocean Park was better in quality. It implied that better leadership, better quality. It helps Ocean Park to keep closer relationship with loyal customers and less of switchers. The effect of perceived quality/leadership for Ocean Park was medium. Oppositely, Disneyland was worse, it was not innovative enough and not much popular than Ocean Park, and therefore Disneyland was not the leading brand in Hong Kong. One of reasons might cause by the negative news about the park. The effect of perceives quality/leadership for Disneyland was high and negative. 3. Associations/Differentiation Ocean Park could provide good value for the money. The effect of perceived value for Ocean Park was medium. Disneyland could not provide good value for the money. The effect of perceived value for the park was high and negative. Ocean Park had its own personality and it was interesting. Respondents had a clear image of the type of person who would visit the park. The effect of personality for Ocean Park was high and positive. Disneyland also had its own personality. However, seldom of respondents were agreed the park was interesting. Normally, respondents had a clear image for what type of person would visit the park. The personality of Disneyland was medium. The personality of Disneyland was indistinct. It could reflect the respondents’ imagery, which was a key driver of brand personality. About the organization management of Ocean Park, the results reflected that respondents were answered â€Å"neutral† about the organization trust and admire the Ocean Park Company. But the respondents thought that the organization association with Ocean Park had credibility. The effect of organization for the park was medium. On the other hand, many respondents were answered â€Å"neutral† about the organization trust with Disneyland, and admire the Disneyland Company, and the credibility of organization association. The results implied that the respondents were lack of knowledge about the organization management beheld Disneyland. The effect of organization for the park was medium. Organization management back of the theme parks is usually ignored by the visitors. It is because its lack of attractive for the visitors associated with its services. Therefore, the effect of this dimension with both companies was medium. Overall, Ocean Park and Disneyland were different. 4. Awareness Recognition of Ocean Park and Disneyland were high. Respondents had heard of the two parks, it was important for the exist brands. Moreover, respondents were knew what the parks stand for, it reflected that customers had a level of brand knowledge. Besides, respondents were no opinion about Ocean Park, but respondents had opinion with Disneyland. The result of brand opinion implied that respondents were less confidence with Disneyland. The effect of awareness for Ocean Park was high and positive, and for Disneyland was high and negative. . 5. Market Behavior For the market share measure, there was lack of information to compare the sales performance between Ocean Park and Disneyland. Therefore, the effect of market for both Ocean and Disneyland would not be evaluated. As the result, the market price was not compared between Ocean Park and Disneyland, because Disneyland’s admission income was not being provided in the Annual Report individually. The financial information of Hong Kong Disneyland was combined with European Disneyland. In the distribution coverage, the result of Attraction Attendance 2007 and 2008 (Appendix 1a b) indicated that Ocean Park had higher indicated that Ocean Park had recorded higher attendance rather than Disneyland. It is implied that Ocean Park should be more successful on the admission income, and gained a large number of visitors rather than Disneyland. On the other hand, Disneyland had higher distribution coverage on the world, because it involved that its operations were involved 5 countries in the world. Besides, Ocean Park had lower distribution coverage in the market, because it only had one amusement in the world. As a result, both of Ocean Park and Disneyland were medium in the effect of market price/ distribution indices. To conclude that after use high/low method to compare with the two parks, it found that the brand equity of Ocean Park was better. Table 3 shown each category has a key driver of influence. Loyalty, the key driver is satisfaction. Perceived quality and leadership measures, leadership variable in this category should be considered. The key component of associations and differentiation measures is including the personality. In the category of awareness measures, brand awareness is the important component. Attendance of distribution coverage in market behavior is the most important. Matching mean analysis with crosstab test analysis, it found out that the loyalty is the most influence category among the brand equity of Ocean Park. The dimension of satisfaction in the loyalty category is the critical success factor of Ocean Park. CHAPTER VI – DISCUSSION During the study, there were faced such problems. This part of discussion would point out the problems, in order to share the editor’s opinions with those people who would having study or survey in the future. 1. Questionnaire Setting 1. Sample of the survey is not many, only collected 100 samples, representation of the result is low. 2. The method of collecting the data is not good enough. It is because through e-mail, which is inconvenience, low efficiency, and usually will ignore by addressees. E-mail is a passive method, and the respondents their replies are also passive. 3. Questionnaire is distributed to visitors through e-mail. Some respondents had their feedback about the questionnaire, such as wrong words, the questionnaire format, etc. 4. Focus on the questionnaire design, it could be improved. For example, in the price premium, the questionnaire did not ask respondents some questions about the â€Å"dollar metric†, and market research approach (conjoint/ â€Å"trade-off† analysis). Therefore, the dimension of price premium can not be accurately and clearly to analysis whether it can build up customer loyalty and whether it is important part of loyalty measures. 2. Information Collection 1. In the category of Market Behavior, there were not found some accurate information about the â€Å"Market Share† and â€Å"Market Price†. That is the admission price of Disneyland. According to the Disneyland Annual Report 2008, the financial information about Hong Kong Disneyland was displayed that it was combined the financial information associated with European Disneyland. This is indicated that the financial information should not be compared with Ocean Park directly, because any changes of the financial information may be occurred by both Hong Kong and European one. Therefore, the related information should not be really reflected the true information especially for Hong Kong Disneyland. 3. SPSS Data Entry and Output 1. When setting the questionnaires, sometimes, may need to set some reverse questions. For example, asking respondents that â€Å"Ocean Park is different from Disneyland† and â€Å"Ocean Park is basically the same as Disneyland†, that is reverse question.