Macbeth, Ruler by Divine Right Essay Example

Macbeth, Ruler by Divine Right Paper To demoralize this frantic scramble for power among the aristocrats, Shakespeare utilizes the subject of treachery replied by retaliations to Justify the religious philosophy of the heavenly right of lords. During the hour of Shakespeare, Europe had become a progressively requested spot since the hour of the Dark Ages. During this time, the grounds were governed by warlords and war seethed continually as different rulers with their own armed forces battled for power. Europe rose up out of this timespan, due in enormous part to the heavenly right of rulers religious philosophy. As per this regulation, God offers on lords the option to run the show. As James I composes, motels â€Å"sit upon God his seat In the earth and have the check of their organization to give unto him† (standard. 4). An uprising against the ruler, which James portrays as â€Å"monstrous and unnatural,† is by augmentation an uprising against the desire of God† (Label). Most Europeans at the turn of the primary thousand years were incredibly strict hence this made subjects significantly more ready to comply with the ruler without questions. This part of the regulation significantly helped Europe to balance out from its past warring state on the grounds that the individuals who conflicted with the ruler were likewise conflicting with the desire of God and hence gambling unceasing perdition. We will compose a custom exposition test on Macbeth, Ruler by Divine Right explicitly for you for just $16.38 $13.9/page Request now We will compose a custom article test on Macbeth, Ruler by Divine Right explicitly for you FOR ONLY $16.38 $13.9/page Recruit Writer We will compose a custom exposition test on Macbeth, Ruler by Divine Right explicitly for you FOR ONLY $16.38 $13.9/page Recruit Writer Despite the fact that this philosophy can without much of a stretch be excused today as a gullible innovation so as to keep rulers in power, it was generally acknowledged during the sixteenth and 17 centuries during Shakespearean time, because of the a lot more noteworthy impact of the congregation. Shakespeare utilizes the way that there existed a huge dedication to Charlatanry to remark on Macbeth character and further show the disasters In the usurpation of definitive figures. Machete’s go wrong intently looks like the comparative fall of Lucifer from the courts of paradise to authoritatively call attention to the shades of malice inalienable in the baseless seizure of control. The disobedience of Lucifer is depicted in the book Isaiah as, â€Å"How you have tumbled from paradise, O morning star, child of the day break! You have been thrown down to the earth, you who once disappeared the countries! You said in your heart, â€Å"l will rise to paradise; I will raise my sea t over the stars of God; I will sit enthroned on the mount of gathering, on the most extreme statures of the holy mountain† (Chapter 14: 12-13). These offenses which reflect Machete’s aspiration to murder Duncan and unlawfully remove the seat from the legitimate beneficiary were quickly rebuffed by God who stated, â€Å"So I made a fire come out from you, and It guaranteed you, and I burned you up on the ground In seeing all who were watching† (Ezekiel 28:18). Shakespeare declares that In scalar style as â€Å"the incredible winged serpent was flung down-that old snake called the fallen angel or Satan, who [seeks to] lead ten wangle world astray’ (Revelations 12 Y) as Machete Is lead off track Day ten witches planting the seeds of defiance in his brain. Macbeth is regularly in close relationship with malicious characters, for example, the three witches and Hectare all through the play to mirror the changing character of Macbeth as he turns out to be increasingly insidious. It was the witches, who are related with the villain, who first makes Macbeth fixated on achieving power when they welcome him with, â€Å"All hail Macbeth! Cap will be top dog hereafter† (Shakespeare 1. 3. 50). By having both Banquet and Macbeth present when the witches guarantee incredible things for them two, Shakespeare is affirming that all men will experience enticement, yet additionally that it is conceivable to remain given and faithful, for example, Banquet does significantly under extraordinary allurement. Macbeth, be that as it may, doesn't remain faithful to Duncan and very quickly following the expressions of the witches he concedes that, â€Å"my thought, whose murder yet is UT fantastical shakes so my single condition of man that work, is covered in gather, and nothing is except for what is not† (Shakespeare 1. . 139). With this individual admission, Macbeth uncovers how he is battling inside between his very own aspiration and what he knows is correct. At the point when he does later choose to kill Duncan, he â€Å"acknowledges that his deed will involve all the sorts of viciousness development has been attempting to stifle since it first began† (Watson) as he h ad simply as of late assistance put down a defiance to Duncan, incidentally enough. At the point when Macbeth deceives Duncan, the results of this are colossal angina from attacks of distrustfulness to his inevitable demise. The aftermath of this focal treachery is foreshadowed right off the bat in the play when the previous thane of Castor attempted to double-cross Duncan and paid the consequences for it. Duncan says that â€Å"he was a noble man on whom I manufactured a flat out trust† (Shakespeare 1. 4. 14) and in light of this disloyalty of trust he is executed and his title is given to Macbeth. A similar destiny will inevitably anticipate Macbeth as â€Å"the rebel must be yielded to safeguard [universal order]† (Bloom) however first he is relinquished by everybody around his until he is separated from everyone else with his shrewd contemplations. The primary prologue to detestable concerning Macbeth the character is with his gathering with the three witches. As the play advances, abhorrent in relationship to Macbeth develop proportionately as the ones around him draw further away from him. The principal relinquishment from Macbeth is God forsaking him the evening of Dunce’s murder. Dinner is depicting the night sky to his child when he says, â€Å"Their candles are all (Shakespeare 2. 1. 5) delegate of God not being available at Machete’s out mansion since he recognizes what underhandedness is to happen that night. After Dunce’s murder and Macbeth expect the seat, his suspicion sets in and his own faculties in any event, egging to sell out him as is obvious by the phantom of the killed Banquet at a dining experience. The scared and frightened Macbeth comments â€Å"the time has been, that, when the minds were out, the man would bite the dust, and there an end: yet now they rise again† (Shakespeare 3. 4. 78). This mental breakdown shows the otherworldly battle experiencing Macbeth as shrewd keeps on expending him. The last phases of surrender of Macbeth come Just before Macadam and Malcolm storm Machete’s manor. The aristocrats perceive how degenerate and crazy Macbeth and speedily deformity; as Macbeth says, â€Å"the thanes fly from me† (Shakespeare 5. 3. 49). This abandonment becomes o serious that the quantity of troops inside the château so low that the best way to battle the approaching foe is to plan for an attack. Macbeth depicts the foe power by saying, â€Å"were minuscule not Trace Walt n tense Tanat nose a De our own we defame nave met overflow direful, whiskers to facial hair, and beat them in reverse home† (Shakespeare 5. 5. 5). With God, his own faculties, and his aristocrats forsaking him, the last individual to do so is his significant other. The individual who he carried out the underlying wrongdoing kicks the bucket of an obscure reason to hint his comparable passing and to stress how really alone he is now. â€Å"The murder of Duncan is no negligible political death. It is the extremely most noticeably awful thing conceivable: ‘most blasphemous Murder’ (al. Iii. 68), damaging all the bonds between man, nature and God† (Bloom); in view of his death of the lord he has now lost those he holds dear around him. In this season of supreme isolation, Macbeth shouts out to his hireling, â€Å"Sexton! I am wiped out at heart† (Shakespeare 5. 3. 19). The name Sexton might be articulated ‘Satan’ concerning Lucifer who had the first resistance on which Machete’s is just demonstrated. At the point when Macbeth concedes that he is â€Å"sick at heart† this implies the change to finish malicious is presently finished and o leftover of the reliable Macbeth remains. This reference to Lucifer makes the play turn round trip as the seeds of insubordination were planted by underhanded characters and it finishes in Macbeth turning into a naughty character himself. Macbeth gets his definitive discipline a lot of like the past thane of Castor by being executed and having his head cut off. Shakespearean topic of selling out met by Zestful retribution represent his perspectives on how rulers ought to be seen as arrangements by God and not to be ousted, mirroring the perspective on the celestial right of lords. The act of this philosophy to a great extent stole away Europe to leave the time of little warring countries and become the incredible force known as the West’ commanding the world mentally and innovatively for many years. Shakespeare was by all account not the only essayist to fuse messages to dishearten the usurpation of focal forces, roughly 300 years before Shakespeare, Dante, who composed the Inferno, portrayed the most minimal pit of hellfire as having three tenants. Two out of the three were there on account of their part in the homicide of Julius Caesar which debilitated the Roman Empire and prompted a force battle. Both Dante and Shakespeare had comparable thoughts that defiance to people in rower were inalienably detestable deeds which just expanded entropy known to mankind and were demonstrations of the fallen angel.

Ecology Essay Example For Students

Nature Essay Nature In the first Greek oikos implies, house. So biology is the investigation of the house where you live, or the earth which in fact incorporates each one of those components, both nonliving and living, that influence a life form. Biology at that point is the investigation of the connections of life forms in their condition incorporates both the living (biotic) and physical (abiotic) components of the earth. Its additionally the science, which figures and tests theories about condition. Nature is the connections, recognizable proof and examination of issues regular to all territories. Nature considers the populace and the network, assesses cause and impacts of the reactions of populaces and networks to ecological change. Populaces The populace is characterized as an array of people of a solitary animal categories that live in a similar spot simultaneously. Likewise, scientists include an extra condition: the people in a populace must collaborate with one another to the point of ha ving the option to interbreed. Populace is essential to understanding numerous significant environmental and transformative wonders. Scientists can utilize data from populace nature to anticipate the achievement of a given animal groups or gathering of species. One characteristic of populaces that is seen in nature is their scattering, or the manner by which people are appropriated in a given zone. Ordinarily, researcher allude to three kinds of scattering: Clustered (amassed), Regular (equally separated), Random (sporadically divided) Populations demonstrating a grouped example are basic in nature and are found among a wide range of sorts of creatures. Grouped scattering designs are regularly because of condition heterogeneity. Customary scattering designs are moderately uncommon in nature and happen when an asset is rare. A genuine case of standard dividing happens in creatures that display territoriality, a marvel wherein creatures build up a zone for themselves and ward off all other individual trying to attack that region. Customary scattering examples can likewise be seen in plants. Irregular examples can be found in an assortment of life forms (trout in lake or maple trees in a woodland). Notwithstanding which living beings, the quantity of births quite often can possibly be more prominent than the quantity of passings. At the end of the day populaces of all species have the ability to develop. That property is significant significance to the accomplishment everything being equal. Be that as it may, all species won't increment under all situation, yet rather they can, given proper conditions. There are two models of populace development: the exponential model and the strategic model. One of the most essential models of populace science is the exponential development condition, which is: )N/)t = rmaxN This condition expresses that, in a developing populace, the pace of progress in populace size is dictated by the maximal characteristic pace of increment (rmax) duplicated by the quantity of people in that populace (N). On the off chance that a populace development rapidly we called that an exponential increment and its development bend has a J-chaped called J-chaped bend. A populace can't keep on developing inconclusively on the grounds that this condition contains extra term called the conveying limit (K) which isn't fixed, however conveying limit is continually influenced by numerous variables, both biotic (living) and abiotic (non-living). The strategic populace development predicts that populaces will develop quickly from the outset. Notwithstanding, as the quantity of people in the populace (N) moves toward the conveying limit (K), the populace development rate in the long run eases back to zero, and the populace settle at K. The outcome is a sigmoidal or S-molded bend which is frequently separated into three stages: the first is known as the slack stage (the time of moderate development that happens when populace numbers are l ow). The second is the log stage, which happens when development rate quickens and turns out to be moderately fast. The third is the immersion stage, during which populace development decelerates as N approaches K. All species have an all around characterized life history that includes a start of life, an adolescent and regenerative stage and demise. There are two significant parameters of a populace: survivorship (to what extent one live) and fruitfulness (what number of posterity one leaves). Survivorship is the number despite everything living toward the start of each age interim. The quantity of passings decides the demise rate during a given timeframe isolated by the number despite everything living toward the start of the timespan. Networks A people group is a collection of populaces that cooperate with each other and the impacts that they have on one another regularly incredibly impact their capacity to endure and repeat. Since they are collections of various species, network s have properties that make them one of a kind from singular creatures and populaces. A few networks essentially mix progressively into others and hence are called open remarks, backwoods networks are that way, as various vegetable sorts mix together. Alternately, shut networks have increasingly distinct fringes; not many living beings go starting with one network then onto the next. In these kinds of networks, less living beings move in and out, so they are progressively segregated as far as vitality and supplements. Regardless of the way that networks can now and then be hard to characterize, biologists have had the option to distinguish a ton of characteristics by which networks can be portrayed and investigated. These incorporate Species piece which is the most crucial characteristic of a network. Its essentially a rundown of types of which the network is included. Networks differ colossally in their piece. Recurrence is a proportion of how regularly we discover an animal groups in a network. Conveyance, or how species are masterminded in a network Diversity is a proportion of the variety in a network, has two segments. The first is wealth, which is the quantity of species in the network. The subsequent segment is called equality, which is how much the various species are spoken to in a network. Soundness is the idea of the capacity of a network to deal with aggravation or to oppose being upset. It additionally can allude to strength of a network (that is, its capacity to recuperate rapidly from an unsettling influence. Certain people group can be called delicate which is utilized to allude to networks that have low security when confronted with human aggravation. Rivalry includes a battle for constrained asset. Exploitative rivalry is the utilization of similar assets wherein one contender has more prominent access than the other to the assets is. Obstruction rivalry is genuine battling about assets. Intraspecific rivalry is between individuals from simil ar species and interspecific rivalry is between various species. The opposition avoidance guideline is that no two species can possess a similar specialty simultaneously. Since the specialty of a life form (the manner by which it associates with its condition) is frequently reliant on how it admissions in rivalry with its neighbors, both sort of rivalry is significant in the structure of the network. BIOMES Biome is characterized as huge, unmistakable and conspicuous relationship of life. All the more absolutely, a biome is a specific cluster of plants and creatures inside a geographic zone achieved by unmistakable climatic conditions. Their plant relationship than those of creatures, not just for the most part distinguish biomes more on the grounds that the first is unmistakably progressively self-evident, yet in addition since it decides the second. Biologists perceive around twelve significant biomes, every one structures under a specific winning atmosphere and has a trademark ki nd of plant and creature life. A few instances of biomes incorporate field, deserts, and deciduous woods. Biomes might be partitioned into networks. End For this paper, I read a ton of books and did a great deal of research on Internet. I took in a great deal about environment, populace, networks and biomes. Its exceptionally difficult to expound regarding this matter in just five pages. My first draft was established of eight pages so I cut a great deal of subtleties. Be that as it may, I take a break to do this paper and vitality and I truly appreciated it. I trust it will be the equivalent for you Bibliography: .ucfcb742f25f119ddf97985ad2528e711 , .ucfcb742f25f119ddf97985ad2528e711 .postImageUrl , .ucfcb742f25f119ddf97985ad2528e711 .focused content region { min-stature: 80px; position: relative; } .ucfcb742f25f119ddf97985ad2528e711 , .ucfcb742f25f119ddf97985ad2528e711:hover , .ucfcb742f25f119ddf97985ad2528e711:visited , .ucfcb742f25f119ddf97985ad2528e711:active { border:0!important; } .ucfcb742f25f119ddf97985ad2528e711 .clearfix:after { content: ; show: table; clear: both; } .ucfcb742f25f119ddf97985ad2528e711 { show: square; change: foundation shading 250ms; webkit-progress: foundation shading 250ms; width: 100%; murkiness: 1; change: obscurity 250ms; webkit-change: mistiness 250ms; foundation shading: #95A5A6; } .ucfcb742f25f119ddf97985ad2528e711:active , .ucfcb742f25f119ddf97985ad2528e711:hover { darkness: 1; change: haziness 250ms; webkit-progress: haziness 250ms; foundation shading: #2C3E50; } .ucfcb742f25f119ddf97985ad2528e711 .focused content zone { width: 100%; position: relative; } .ucfcb742f25f119ddf97985ad2528e711 .ctaText { outskirt base: 0 strong #fff; shading: #2980B9; text dimension: 16px; textual style weight: intense; edge: 0; cushioning: 0; content design: underline; } .ucfcb742f25f119ddf97985ad2528e711 .postTitle { shading: #FFFFFF; text dimension: 16px; text style weight: 600; edge: 0; cushioning: 0; width: 100%; } .ucfcb742f25f119ddf97985ad2528e711 .ctaButton { foundation shading: #7F8C8D!important; shading: #2980B9; fringe: none; outskirt range: 3px; box-shadow: none; text dimension: 14px; text style weight: striking; line-tallness: 26px; moz-fringe sweep: 3px; content adjust: focus; content enhancement: none; content shadow: none; width: 80px; min-tallness: 80px; foundation: url(https://artscolumbia.org/wp-content/modules/intelly-related-posts/resources/pictures/straightforward arrow.png)no-rehash; position: supreme; right: 0; top: 0;

Lecture Notes Biology of Culture

Lecture Notes Biology of Culture Biology of Culture: Bridging Art and Science Straight from the scribbles in my notebook, a smattering of quotes, points and diagrams: I have a friend whos an artist and has sometimes taken a view which I dont agree with very well. Hell hold up a flower and say look how beautiful it is, and Ill agree. Then he says I as an artist can see how beautiful this is but you as a scientist take this all apart and it becomes a dull thing, and I think that hes kind of nutty. First of all, the beauty that he sees is available to other people and to me too, I believe. Although I may not be quite as refined aesthetically as he is I can appreciate the beauty of a flower. At the same time, I see much more about the flower than he sees. I could imagine the cells in there, the complicated actions inside, which also have a beauty. I mean its not just beauty at this dimension, at one centimeter; theres also beauty at smaller dimensions, the inner structure, also the processes. The fact that the colors in the flower evolved in order to attract insects to pollinate it is interesting; it means that insects can see the color. It adds a qu estion: does this aesthetic sense also exist in the lower forms? Why is it aesthetic? All kinds of interesting questions which the science knowledge only adds to the excitement, the mystery and the awe of a flower. It only adds. I dont understand how it subtracts. -Richard Feynman Analyzing humor is like dissecting a frog. Few people are interested and the frog dies of it. -E.B. White (possibly paraphrased) The problem is that we have Star Wars technology, medeival institutions, and paleolithic emotions. We can learn about the frequencies of left- and right-handedness ten thousand years ago through rock hand art. There is a positive correlation between left-handedness and homicide rates because left-handed people have an advantage in combat. Why do we care about music? Why, in sexual selection, are musicians attractive? The neurobiology of music suggest ancient origingswhat makes our brains sing Is music a byproduct of language, or did language arise from music? Music is auditory cheesecake, an exquisite confection crafted to tickle the sensitive spots of at least six of our mental faculties. Steven Pinker But before we respond to art, we have to generate it. -Brian Boyd Darwin suggested that a musical proto-language arose from selection for sex and sociability. A sense of tribal coherence is advantageous when small social groups compete for resources and face hardships. Music induces release of feel-good neurotransmittersmusic encourages positive community feelings. The most resonant chambers of caves are most often marked with red dots and decorated with paints. Do we have an innate template for culture, from language to landscape? We reognize beauty in each others art, even in the work of other species. Art is a verb. Art is about ideas as much as aestheticsas much or more about transmitters as/than receivers. Beauty is truth, truth beauty,â€"that is all Ye know on earth, and all ye need to know. -John Keats Social connectedness may be good for our health. Take two hours of pine forest and call me in the morning. The physiological effects of Shinrin-yoku (taking in the forest atmosphere or forest bathing): evidence from field experiments in 24 forests across Japan. The macrobiome is as important as the microbiome in the development of our immune and nervous systems. The meaning of life in three parts: to be with each other. To work towards a better world. To appreciate the world we have. (E.O. Wilson, The Meaning of Human Existence) Math gives us the concept of zero. Art and music, the concept of negative space, the rest stop. Law gives us reasonability and standards of evidence. Science shows us continuum. Biology gives us historical trees and genealogy. Physics, quanta and the ability to observe action at a distance. Religion suggests oneness of the universe. Why not do away with the word science, and call it all learning?

Use Of Music And Its Effects On Patients With Dementia

Step 1: Read the Article: 1. Read the Abstract. This is a brief summary of the research questions that are targeted and the methods that are used to answer those questions. First thoughts: By reading the abstract one can gain the knowledge that due to the Omnibus Budget Reconciliation Act of 1987, LTC facilities are required to provide the highest well-being for its residents. It states that the therapeutic use of music could be a method to decrease the disruptive vocalizations associated with patients with dementia. 2. Read the Introduction. This is the beginning of the article, which contains information about the author’s interest in the research, why they chose the topic, and their hypothesis. First thoughts: The introduction of this article lists two treatment approaches that exist to treat repetitive disruptive vocalizations (RDV). They are the use of medications and environment modifications. Due to the adverse side effects of medications, OBRA required the reevaluation of behavior control in DAT patients living in LTC facilities. The authors write that altering the environment to be more sensory appealing instead of using medications is a possible treatment option. This study was conducted to determine what effect the presence of music had on the frequency of RDV in three LTC residents. 3. Read the Discussion Section. This information will explain the main findings in great detail and discuss any methodological problems and flaws that the researchers discovered.Show MoreRelatedMy First Clinical Rotation As A Nursing Student1314 Words   |  6 Pagesstudent, I was assigned to care for several older adults suffering from dementia. Although all of my patients ranged in severity from mild to severe progression of dementia, they all experienced moments of agitation, anxiety, or disturbed behaviors related to their disease. It occurred to me after careful review of several patient charts that despite often being prescribed pharmaceutical regimes for other comorbidities, these patients were rarely prescribed medications, besides those to control anxietyRead MoreDrug Therapy And Its Effects On The Health Of Individuals Essay1587 Words   |  7 Pagesmalaria, measles, polio, tetanus, yellow fever, and smallpox were all considered life threatening diseases until medical res earchers came along and created vaccines and other drug treatments that have or almost eradicated these diseases. Without the use of drug therapy, the population would be a lot smaller and the life expectancy of people would be much shorter. Individuals are able to live more at peace, knowing that most illnesses can be cured or treated by simply getting a prescription from a doctorRead MoreDementia And The Power Of Music Therapy By Steve Matthews1011 Words   |  5 Pages In the article â€Å"Dementia and the Power of Music Therapy† by Steve Matthews, argues that music therapy has positive effects on dementia, in terms of non-pharmacological treatment, inexpensive in health budgets, and neurocognitive benefits for patients. Matthews starts off the article by describing current tendency of dementia in western nation. He mentions that dementia is one of fast increasing disease in United States, Canada, UK, Europe, and Australia. 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Dementia and other neurological disorders have no cure, only treatments to lessen the symptomsRead MoreSensory Interventions Of Dementia Patients820 Words   |  4 Pagesin Dementia Patients Morgan Shippy (Students Name) Northwest Arkansas Community College NURS9108: Fundamentals of Nursing Summer 2016 (Term Year) 2 Research Summary Table: Sensory Interventions in Dementia Patients Author, Year of Publication Purpose Sample/ Number of Participants Design/Level of Evidence Findings Limitations A. C. Vink et al. (2012) To compare the effects of music therapyRead MoreThe Effects Of Music Therapy On Patients With Dementia1547 Words   |  7 PagesMusic has long been an interest of mine, it was always used as an escape from reality and can be very therapeutic; with that information I wanted to see if and how music therapy could be used to aide in patients who suffered from dementia. When conducting my own research I ran across an article titled â€Å"Connecting through music: A study of a spousal caregiver-directed music intervention designed to prolong fulfilling relationships in couples where one person has dementia†, this article caught my attentionRead MoreThe Use Of Music And Singing On Young Adults Written By Eells ( 2014 )1649 Words   |  7 Pagesthis essay I will summarise the article titled ‘The Use of Music and Singing to Help Manage Anxiety in Older Adults’ written by Eells (2014). I will also examine the relevance of the article for clinical practice and my future role as a mental health nurse. In conclusion, I will relay the impact the article has in my work placement and the experiences acquired. In writing the article Eells (2014) examined the rising evidence base for the use of music/singing in taking leisure and hospitable activitiesRead MoreMusic Therapy And Dementi1763 Words   |  8 Pages Music Therapy and Dementia Debora Moran Norwalk Community College MUSIC THERAPY AND DEMENTIA 2 Music is powerful. It arouses feelings and memories of specific past events and such a wide array of emotions. Music is associated with emotion and events in people’s lives that can be remembered long after the event occurred. Therapists can use music therapy to improve the overall physical and mentalRead MoreMusic Therapy Has Been Used For Many Years1629 Words   |  7 PagesMusic Therapy is a branch of therapy where music is used to benefit individuals. Qualified music therapists work with many different types of people and introduce them to music in order to help them. Individuals must go through schooling to become music therapists. Patients create music, sing, and listen to music. Music therapist are professionally trained and are able to use music to help those affected by mental illness, physical pain, and disabilities. Music has many affects on the brain. MusicRead MoreIs Music Therapy Beneficial?768 Words   |  4 Pagesas simple as the presence of music. Especially when dealing with patients experiencing bouts of mental illness. This article provides specific insight in regards to whether music throughout therapy is beneficial to those experiencing forms of dementia. According to, Sherrati, Thorton Hatton, p. 13, (2004), â€Å"The use of the term music in this paper refers to a variety of music interventions (eg. listening to music), whereas the terms music therapy is reserved for music activities, which are carried

Cognitive Theories Of Selective Attention Essay - 1308 Words

Critically Discuss the Cognitive Theories of Selective Attention Kingston University K1313472 Critically Discuss the Cognitive Theories of Selective Attention Attention is considered to be a core cognitive process, it refers to how people actively process specific information in the environment. Attention refers to how people select from information and stimuli in the environment, facilitating processing of some of the stimuli and inhibiting processing of others. Everyone knows what attention is, it is the taking possession by the mind in clear and vivid form, of one out of what seem several simultaneously possible objects or trains of thought...It implies withdrawal from some things in order to deal effectively with others, and is a condition which has a real opposite in the confused, dazed, scatterbrained state. â€Å"This definition of attention was proposed by psychologist William James (1890). This review will focus on literature that gives explanation to selective attention. Selective attention refers to the process where a person is able to select out of many stimuli and focus on the one they want and ignore other stimuli. The cocktail-party effect was investigated in early studies of selective attention. It was first described by Cherry (1953). It’s the observation that even in a noisy environment people are able to focus their attention on who is talking to them. Cherry (1953) investigated this phenomenon by conducting a series of dichotic listening andShow MoreRelatedThe Vaccine War Essay1154 Words   |  5 PagesThe Vaccine War, the particular theory exemplified on the human behavior is Cognitive Dissonance Theory. Cognitive Dissonance Theory is a notion created by Leon Festinger that disputes that dissonance is an awkward feeling that encourages people to take action to diminish it. This theory is composed of two components: cognitions and cognitive dissonance. 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Strategic Analysis for Ryanair to Enter China Free Essays

string(45) " Its number of passengers served reached 66\." Strategic Analysis for Ryanair to Enter China Submitted in part fulfilment of the Master September 2010 STRATEGIC BUSINESS ANALYSIS (ULMS 719) University of Liverpool Management School 17 September 2010 Abstract Ryanair, the leader of low-fare carriers in Europe, will expand its business throughout the world. This report discusses the strategies which Ryanair entre the Chinese market. Through PESTEL analysis and SWOT analysis to have sophisticated understandings of the Chinese market situation and the civil aviation environment, then after a series of considerations, eventually, Ryanair makes the decision to cooperate with China Southern Airlines in the form of a joint venture. We will write a custom essay sample on Strategic Analysis for Ryanair to Enter China or any similar topic only for you Order Now Based on this, Ryanair has set up plenty of adequate business strategies that are composed of market targeting strategy, price strategy and marketing strategy in order to successfully enter the Chinese market. Keywords: Ryanair; China; Strategic analysis Table of Contents Abstract ———————————————————————————————-i List of Tables and Figures————————————————————————iv 1. Introduction————————————————————————————-1 2. Overview of Ryanair ————————————————————————-2 2. 1 General introduction of Ryanair——†”—————————————————-2 2. 2 Ryanair’s competitive advantages ———————————————————-4 3. Strategic analysis ——————————————————————————–6 3. 1 External environment-PESTEL Analysis ———————————————-7 3. 1. 1 Political ————————————————————————————7 3. 1. 2 Economic———————————————————————————–8 3. 1. 3 Social ——————————— Ã¢â‚¬â€Ã¢â‚¬â€Ã¢â‚¬â€Ã¢â‚¬â€Ã¢â‚¬â€Ã¢â‚¬â€Ã¢â‚¬â€Ã¢â‚¬â€Ã¢â‚¬â€Ã¢â‚¬â€Ã¢â‚¬â€Ã¢â‚¬â€Ã¢â‚¬â€Ã¢â‚¬â€Ã¢â‚¬â€Ã¢â‚¬â€Ã¢â‚¬â€œ10 3. 1. 4 Technology——————————————————————————–11 3. . 5 Environment——————————————————————————-12 3. 1. 6 Legal —————————————————————————————13 3. 2 Internal Environment-SWOT Analysis————————————â€⠀Ã¢â‚¬â€Ã¢â‚¬â€Ã¢â‚¬â€-14 3. 2. 1 Strengths ———————————————————————————-15 3. 2. 2Weaknesses———————————————————————————17 3. 2. 3 Opportunities——————————————————————————18 3. . 4 Threats————————————————————————————–19 3. 3 Summary ————————————————————————————-20 4. Business Strategic——————————————————————————–21 4. 1 Entry Mode Strategy————————————————————————21 4. 1. 1Problems that may cause ————————————————————–21 4. 1. 2 Joint Venture ——————————†”——————————————22 4. 1. 2. 1 Brief introduction of Joint Venture ————————————————22 4. 1. 2. 2 Partner-China Southern Airlines —————————————————23 4. 2 Market Targeting strategy —————————————————————–25 4. 3 Pricing Strategy —————————————————————————–26 4. 3. 1 The level of highest price —————à ¢â‚¬â€Ã¢â‚¬â€Ã¢â‚¬â€Ã¢â‚¬â€Ã¢â‚¬â€Ã¢â‚¬â€Ã¢â‚¬â€Ã¢â‚¬â€Ã¢â‚¬â€Ã¢â‚¬â€Ã¢â‚¬â€Ã¢â‚¬â€Ã¢â‚¬â€Ã¢â‚¬â€Ã¢â‚¬â€Ã¢â‚¬â€œ27 4. 3. The level of lowest price —————————————————————27 4. 3. 3 The level of average price ——————————————————— —-27 4. 3. 4 Price choice on peak-season and off-season —————————————–28 4. 4 Marketing Strategy ————————————————————————-28 4. 4. 1 Cooperation with Mass Communication ————â €”——————————-28 4. 4. 2 Cooperation with local authorities —————————————————–28 4. . 3 Cooperation with China Southern Airlines ——————————————-29 4. 5 Summary————————————————————————————-30 5. Conclusion—————————————————————————————-30 References——————â€⠀Ã¢â‚¬â€Ã¢â‚¬â€Ã¢â‚¬â€Ã¢â‚¬â€Ã¢â‚¬â€Ã¢â‚¬â€Ã¢â‚¬â€Ã¢â‚¬â€Ã¢â‚¬â€Ã¢â‚¬â€Ã¢â‚¬â€Ã¢â‚¬â€Ã¢â‚¬â€Ã¢â‚¬â€Ã¢â‚¬â€Ã¢â‚¬â€Ã¢â‚¬â€Ã¢â‚¬â€Ã¢â‚¬â€Ã¢â‚¬â€Ã¢â‚¬â€Ã¢â‚¬â€Ã¢â‚¬â€-32 List of Tables and Figure Table1. The Development of Civil Aviation in Recent Years——————————— 9 Table2. Ryanair’s SWOT Analysis —————————————————————- 15 Table3. Highlights of Ryanair’s Finances ——————————————————– 16 Table4. Key Statistics Comparison between Railways, Highways and Civil Aviation——19 Figure1. Comparison of Average Fares in four airlines —————————————–16 1. Introduction Low-cost carriers mainly operate high-volume passenger traffic on short-distance routes, use second-level airports, and offer no extra services. Given their sharply reduced costs, normally low-cost carriers offer fares considerably lower than that of traditional airlines. The trend began in America, with Southwest Airlines as the chief representative. Since 1990, numerous low-fare airlines have sprung up on a global scale. Among these, Ryanair’s achievements stand out. As the most profitable airline company in the world, Ryanair is renowned for its low-cost and low fares to travel destinations throughout most European countries. However, current airline routes and markets cannot meet Ryanair’s long-term development. To achieve its expanding ambitions across a global range, Ryanair decided to start with the Chinese market. Aviation in China is advancing at a staggering rate. Because of improvements in the living standard, more and more customers are willing to spend money on high-fare air tickets to save time and obtain excellent service, whereas the majority of middle-class individuals would rather travel by other vehicles than by plane due to its high price. Without doubt, the low-cost carrier is the only way to satisfy the growing requirements of the market in the next several years. Ryanair sees China’s high-potential market and increasing demands. It must, therefore, address these paramount issues: how to carry out appropriate strategies and combine Ryanair’s own advantages with the framework of international regulations and the Chinese government’s policies. If Ryanair enters the Chinese market successfully, it will have a special meaning and impact on Ryanair’s sustainable development and will bring about a great change in current Chinese aviation patterns. This study will suggest specific measures for Ryanair to enter the Chinese market. The study first introduces Ryanair’s history, its considerable achievements, and unique predominance. From these aspects, we can have deeper understanding of Ryanair. Then, this study will apply PESTEL and SWOT models to analyze the internal and external environments. Based on environmental assessment, during the entire entering process, some unpredictable problems will be generated. In accordance with these problems, this study will offer relative solutions. More specifically, it offers an entry-mode and business strategy. Last but not least, the study concludes by offering a look at Ryanair’s experiences and improvements during the analysis process, and shows its drawbacks as well. Finally, the study offers suggestions to minimize the risks of entry into and for making profits in China. 2. Overview of Ryanair 2. 1 General introduction of Ryanair Ryanair’s legend dates back to 1985 when the Ryan family set up the company with only ? 1 share capital and 25 staff in Ireland. At that time, the Ryan family mainly operated scheduled passenger airline services between the UK and Ireland. At first, this mini-airline failed to draw the public’s attention. In the meantime, due to blind business expansion, Ryanair opened up new routes and purchased new aircrafts regardless of risk, resulting in constantly increasing expenditures and making huge losses for four years running. The meaningful year for Ryanair was 1990. Under the leadership of a new CEO, Michael O’Leary, Ryanair first introduced low fares and low-cost operation modes, based on the American South West Airline’s successful experience. The move has proven a wise decision. From then on, Ryanair began to make a profit and gradually became the leader in low-fare air tickets in Europe. After more than 20 years of unremitting efforts, Ryanair is recognized as the world’s favorite airline (Ryanair Annual Report, 2009). In addition, in accordance with its latest fiscal year report, Ryanair has developed into the largest low-fare airline, with over 7,000 employees, 43 bases and 1,100 routes between 26 counties (Ryanair. com). Also, Ryanair’s fleet includes 250 new Boeing 737-800 aircraft. Its number of passengers served reached 66. You read "Strategic Analysis for Ryanair to Enter China" in category "Essay examples" 5 million, which took the lead in the industry. In the next several years, Ryanair will still enlarge its fleet to deliver more passengers. In recent years, the value of Ryanair shares has gone up more than 10 times compared to 1997 when Ryanair issued shares to the public( Ryanair Annual Report, 2010). This continued, even after the events of September 11, 2001, when global aviation changed dramatically. Although most airlines have been largely affected, Ryanair has retained profits for 12 years. In 2003, Ryanair successively merged and acquired Holland’s low-cost airline, Buzz, the budget airline subsidiary of KLM and the Dutch national airline. These moves led to the organization’s overall strengths and risk resistance for further improvement. The 2010 financial report illustrated Ryanair earned â‚ ¬305. 3 million in 2010. In consequence, Ryanair was named as â€Å"the most profitable airline in the world† by The Economist magazine in 2005. Meanwhile Ryanair’s stock share is very popular with investors and shareholders. In addition, one reason why Ryanair continues to achieve milestones is that it has maintained its business philosophy of ‘providing its customers with a lowest price ticket even no fares, on the premise that Ryanair cuts into the whole company’s operating expense and other unnecessary cost† (Johnson, 2004) 2. Ryanair’s competitive advantages It is universally acknowledged in business that superior enterprises will prosper whereas inferior ones will be eliminated. That is to say, survival of the fittest. The main points allowing a company to gain success are competitive advantages. This is the final goal of the strategic process in management. Competitive advantages were first proposed by Michael Porter in 1990. If a firm is able to generate more economic value than rival firms, it has a competitive advantage. In other words, not only could it bring benefits to customers, but also its opponents would find it hard to imitate and surpass it (Barney and Hesterly, 2007). In the competitive low-fare aviation market, Ryanair gradually created its own competitive advantages. They are as follows: A. Purchasing a single aircraft type: Ryanair only operates Boeing 737 and Boeing 737-800 â€Å"next generation. † Ryanair took good advantage of its own bargaining power and stable reputation to gain favorable contracts. This advantage helps Ryanair save costs. At the same time, Boeing aircraft not only suit the demands of European countries but also saves a large amount of maintenance and the costs of repair and staff employment. B. High efficiency in staff work: Employees’ efficiency at Ryanair is relatively higher than those at other airlines. For example, at Ryanair, an airhostess is responsible for service on the plane and for cleaning as well. Productive-based remuneration system is widely applied in Ryanair. It consists of the number of on-board sales of products on the flight and their working hours. To arouse enthusiasm and initiative among staff, Ryanair distributes company’s stock as dividend and rewards. C. Masterful exploitation of second-level airport resources: In some European areas, use of second-tier airports is very low. Therefore, to raise the usage ratio and boost economic improvement, local governments have offered some favorable policies. Based on Ryanair’s large volume of passenger traffic and its rapid growth, Ryanair obtained great contracts and even some subsidies from local areas, leading to a decrease in airport access fees. D. Taking advantage of the Internet: To save agency commission fees and simplify the purchasing process, Ryanair set up online reservations and spent a large amount of money on promoting online implementation widely. The Skylight system offers a platform for Internet users to book and confirm their ticket through Ryanair’s website promptly. Consequently, its Internet operation has significant advanced to reach 99% of ticket sales. E. Reducing expenses and making profits from other aspects: Ryanair no longer provides free meals, and Ryanair cancelled first and business classes to offer more seats. Apart from this, Ryanair limits weight of luggage to decrease fuel consumption. During the entire operation process, Ryanair always puts cost decreases in first place, and also attempt to seek a way to earn more money. For instance, Ryanair supplies different kinds of products and services including food, as well as information in terms of taxi and hotel booking for passengers. Simultaneously, the advertisements for colorful Ryanair’ aircraft and websites for other companies offer major sources of revenue. F. Unique corporate culture: Ryanair’s headquarter was built in a rural area at a small location in Ireland. In the beginning, the entire company comprised only eight administrative workers. At times, the firm’s CEO and department managers would help customers check in and even load and upload their baggage. Every Thursday the company would hold football matches between various company departments. The corporate culture creates a harmonious work environment and makes a success of the business. 3. Strategic analysis The Chinese market is new for Ryanair. There is no denying that the Chinese market has its own unique characteristics. To enter the Chinese market, it is imperative that Ryanair have a deep understanding of the external environment. Similarly, Ryanair should grasp if the internal environment is beneficial or detrimental to Ryanair. Only in this way, will Ryanair be able to exploit its own strong points to fulfill its potential and avoid some influences that may give rise to shortcomings. Meanwhile, environmental analysis offers a determinant factor to establish specific strategies. The following steps might be taken. . 1 External environment: PESTEL analysis Johnson pointed out the PESTEL framework as an effective tool for analyzing the macro-environment. Moreover, it helps the company to know what is going on outside the organization and how external factors are likely to change in the future. PESTEL refers to six points: political, economic, social, technological, environmental and legal (Johnson, 2008). It is clear tha t this framework includes all external aspects. Through this framework, Ryanair could get a better understand of the unfamiliar Chinese market. Then, on the basis of this, Ryanair could carry out accurate methods that are suitable for Chinese customers. 3. 1. 1 Political issues The political point is related to political and state systems, policies and regulations. Aviation is an industry that is very sensitive to political changes. In the meantime, aviation is strictly regulated by government. Chinese aviation started late, therefore its laws and regulations have several shortcomings. With the gradual deepening of its economic reforms in recent years, the Civil Aviation Administration of China opened the door for non-state owned enterprises in 2004. After that, a series of loosening policies regarding airline routes have been put forward to provide more chances for low-cost carriers. Up through late 2007, the Chinese government concluded 110 bilateral agreements with foreign states (The Report of Chinese Aviation, 2008). On the one hand, this move indicated that the Chinese aviation industry was at the international stage to seek further development. On the other hand, it means that the Chinese market relaxed rules on foreign ownership of airline. Through corporation, the monopoly concerning a reservation in fuel price, maintenance fees or tickets would be broken up. In addition, there has been a dramatic increase in space resources. As of 2007, Chinese aviation implemented the Reduced Vertical Separation Minimum (RVSM) cruising altitude between 8,400 meters and 12,500 meters. RVSM went up from 7 to 13. This implied that space environment would be optimized and flights would be unobstructed. Beyond a new regulation applied regarding airline tickets in 2004, the Chinese government gradually relaxed price control. The measure was of immense significance in long-term development of airlines. 3. 1. 2 Economic In 2009, the financial crisis swept through the global, and the world economy has been greatly affected by it. However, even under this circumstance, the Chinese GDP was 33. 5 trillion yuan, up by 8. 7 percent over the previous year. Fiscal revenues reached 6. 85 trillion yuan, an increase of 11. 7 percent (Report of the Work of the Government 2010). Constant economic growth provides an attractive environment for aviation industry. The following table indicates the development of civil aviation in recent years: Tab1e 1: The Development of Civil Aviation in Recent Years Year Item| 2004| 2005| 2006| 2007| 2008| Length of Transport Routes (10 000 km)| 204. 94| 199. 85| 211. 35| 234. 30| 246. 18| Total Passengers Traffic (10,000 persons)| 12,123| 13,827| 15,968| 18,576| 19,251| Total Passage-Kilometers (100 million passenger-km)| 1,782. 3| 2,044. 9| 2,370. 7| 2,791. 7| 2,882. 8| Sources from China Statistic Yearbook 2009 As can be seen from Table 1, Chinese civil aviation has maintained a sustained, rapid and sound development. Moreover, the rise in the value of RMB will work to the advantage of aviation. It contributed to cutting down the cost of crude oil import. To some extent, airlines could benefit from it and improve profitability. The financial crisis had a noticeable impact on the fuel market, which is the lifeline of aviation. As a whole, the global fuel price market decreased from $80 per barrel to $74. 07 per barrel. Whereas, in view of the Chinese fuel market monopolized by China National Aviation Fuel and high demand in the domestic market, Chinese fuel prices ran counter to the international situation and had an upward tendency. Hence, this is a big challenge for airlines (Hu,2010). 3. 1. 3 Social Since the adoption of reform and opening policies, China has made headway socially and demographically. In the first place, Chinese people’s living standards have greatly improved. The annual per capita disposable income and annual per capita consumption expenditure of urban households have seen a dramatic increase to reach 15,781 yuan, 11,243 yuan, respectively. After 30 years of arduous efforts, the excessive population growth has been brought under effective control. Furthermore, China’s population has basically accomplished the change-over to the population reproduction pattern characterized by low-birth rate, death rate and growth. Based on statistics provided by the State Statistical Bureau, by 2008, China had a population of 1. 3 billion. In the second place, residence, transportation and communication, as well as recreation, education and culture contributed to the promotion of the continuous growth of domestic consumption. Take 2006 as an example, the annual per capita living expenses of urban residents was 59,370. 3 billion yuan. In comparison with last year, transportation and communication rose by 13. 8%, and the other two items went up by 10. 8%. The major factor that caused the results above was due to changes of the social-cultural environment. Thus, people’s lifestyles, including transportation and travel choices have changed subsequently. In recent years, the rate of tourism had an upward tendency, climbing from 26% in 2001 to 36. 7% in 2007 throughout the whole air transportation market. Moreover, the number of self-funded travelers accounted for 50. 7% in the tourism industry (China Statistical Yearbook, 2009). Last but not least, with close relationships of educational institutions between different nations, the quantity of students who study abroad is increasing year by year. In particular, through a ten-year development period, the number of students in 2008 was ten times higher than that in 1998; it reached 179,800 persons. 3. 1. 4 Technology First, we can acknowledge that advanced technology has resulted in cost reductions for airlines. As a result, as the most famous civil aircraft manufacturing companies in the world, Boeing and Airbus continually issue new economical and practical aircraft, like the Boeing 777 series and Airbus A380. Secondly, simplifying the business program(StB)was proposed by International Air Transport Association in 2004. It is a new approach that aims to reduce airline expenses and offer better services for passengers. The StB program compromises five parts: bar-coded boarding passes (BCBP), IATA e-freight, IATA e-services, the Baggage Improvement Program and the Fast Travel Program. With the aid of the StB Program, airlines can sell tickets by direct marketing and vending machine or booking tickets via the Internet, mobile phones and land lines. Since 2006, e-ticketing has been implemented widely in the domestic market and is up to 100%. It was estimated that, after implementing e-tickets, the cost of each ticket would decrease by two-thirds, and there is no denying that this measure would bring huge potentials regarding a decrease in operation expense for airlines(Wu,2007) Thirdly, with the rapid improvement of air-traffic management and overall industrial technology and equipment levels, the utilization rate of national airspace resources had a significant rise. In the meantime, increased numbers of aircraft have driven the development of the aircraft maintenance market, extending the useful life of civil planes, which endure 25–30 years. Lastly, along with the quick development of civil airlines, the supply and demand of pilots in the transport market is increasingly prominent. With regard to training and recruiting pilots, there is fierce competition between new airlines and existing airlines. As an administrative department, the Civil Aviation Administration of China is cautious about turnover as to pilots. To a great extent, the liberalization of rules pertaining to pilots is still restricted by laws and regulations, thereby hindering long-term development of new airlines (Fang, 2009) 3. 1. 5 Environment In contemporary society, human beings have gradually raised their awareness of saving resources and protecting the environment. Hence, consumers are willing to back â€Å"no-frill,† low-cost carriers. Analysis of the low-cost carrier market in China and the Investment Advisory Report, 2006–2007, showed that 79% of customers would accept products provided by low cost airlines. Next, in 2012, the European Union will begin to charge for carbon emission. Obviously, it is not good for high-speed growth but imperfect Chinese aviation. In spite of China vigorously pushing forward energy conservation and greenhouse gas emissions reduction, nevertheless, under the current technology and situation, to reduce greenhouse gas emission, it must depend on technology rather than fuel decreases. Because of insufficiency or drawbacks of relevant laws and regulations, at present, China has not formulated a relevant policy in terms of charging carbon emissions. This contributes to more and more foreign airlines paying more attention to the Chinese aviation market of the future (Li, 2010) Finally, through decades of operation and development, Chinese airports have begun to take shape. By 2008, China had 152 civil airports. Beyond that, passenger traffic and freight traffic achieved great performances: 19,251,000 persons and 4,076,376, tons respectively (The Year book of China, 2009). Currently China is speeding the construction pace. The Civil Aviation Administration of China has announced that by 2020, China will set up more than 97 airports. By then, 80% of the area will be covered, so that 82% of the total population would enjoy airline service (Tan, 2003) 3. 1. 6 Legal Although world aviation has become wired, foreign airlines that would like to enter and operate in China also face a great many difficulties in the aspects of market and technology and, especially, laws and regulations. For instance, according to the General Administration of Civil Aviation Law of China, Article 177 states that it does not allow transportation between any two points in the areas of China for foreign airlines. Besides, foreign airlines’ timetables and flight plans must report to relevant aviation departments in a timely fashion. To some extent, it undoubtedly becomes an obstacle to free development in aviation. In addition, lack of relative facilities results from the immature advancement of aviation in China. Like most cities having only one main airport, the construction of a secondary airport still falls far short of needs of modern aviation. Consequently, this is a big problem that should not be ignored by foreign airlines. 3. 2 Internal environment: SWOT analysis SWOT was first put forward by Albert Humphrey in the 1960s and mainly deals with an enterprise’s internal environmental analysis. It is the method that is used for arriving at deep and comprehensive understanding of a company’s own strategic competence, as well as a business environment before the company works out the adaptation strategy in the new circumstances. SWOT refers to strength, weakness, opportunity and threat. Among these four aspects, ST focuses on company, while OT pays more attention to relevant competitors’ effects. By applying this, the enterprise could realize what factors are beneficial to it and then carry forward them in the future. Meanwhile, the organization should find some existing serious problems that would have adverse influence on further development. Then, it should find a solution to the problems or try to avoid them in practice. By this method, the company could make best use of the advantages and bypass the disadvantages so as to attain sustainable development (Johnson, et al. ,2008) The following picture shows a summary in respect of Ryanair’s SWOT analysis: Table 2: Ryanair’s SWOT Analysis Strength| 1. Powerful brand support2. Low fares3. Low operation cost and high ancillary incomes4. High efficiency, flexible operation| Weakness| 1. Service quality decrease2. Regulation restrictions3. Changes of charges have great impact on Ryanair4. Limited niche market| Opportunities| 1. Tremendous civil market potentials2. Economic downturn3. Ambitious expansion | Threats| 1. High-speed development of other substitutes2. Fierce competition and pressure from other civil airlines3. Excessively depends on jet fuel market and low price| 3. 2. 1 Strengths After 20 years of arduous efforts, Ryanair has already built up an enterprise image and exploited the brand with its own characteristic in the European LCC market. The Economist magazine called it â€Å"the best airline which could earn a large amount of money. † Wall Street Daily considered Ryanair’s stock as the most popular and the most valuable to purchase (Wang, 2008) It has made marked achievements in every respect, as can be seen from the table below in terms of general accomplishments: Table 3: Highlights of Ryanair’s Finances â‚ ¬ Key items| 2010 | 2009| change| Operating revenue| 2,988. 1| 2,942. 0| +2%| Net profit /(loss) after tax| 305. 3| (169. 2)| +280%| Scheduled passengers| 66. 5m| 58. 6m| +14%| Fleet at period end| 232| 181| +28%| Average number of employees| 7,032| 6,369| +10%| Adapted from Ryanair Annual report 2010 Since its establishment until now, Ryanair has always persisted in the philosophy of business: Let more and more customers enjoy low fare, even for free. A survey of different airlines and their fares follows: Figure 1: Comparison of average fares of four airlines. â‚ ¬ Source: Ryanair Annual Report 2010. Ryanair can in fact issue tickets much cheaper than other airlines. That’s the reason why the total Ryanair scheduled passengers came out to â‚ ¬ 66. 5 million. With such cheap fares, Ryanair can still make profits. The reason is attributed to an emphasis on minimizing operations costs, which includes: aircraft purchasing, daily maintenance and selection of airports, online booking and personnel expense. Apart from these, Ryanair tries to earn more from ancillary service while reducing costs. For example, customers could book cars or hotels, and even some low fare tickets of concerns from Ryanair’s websites easily. Besides, Ryanair is considered a conspicuous billboard as its aircrafts and even its trays are fully sprayed with different companies’ advertisements. This action brings about considerable income to Ryanair. In 2010, the advertising income reached â‚ ¬663. 6million. Definitely, a highly productive work force also plays a pivotal role in the way to success. It is reported that each Ryanair’s emplyee can serve 9,457 passengers per year. To mobilize the enthusiasm of employees, Ryanair brought out air bonuses and participation in Ryanair’s valuable option project (Ryan air Annual Report 2010). 3. . 2 Weaknesses Due to reduction in Ryanair’s various operation expenses, a variety of free services have been cancelled. At present, customers must pay to use the toilet. Therefore, more limitations are sure to follow, service quality decrease and then, increasingly, customer complaints. The most serious negative issue has been the severe criticism continually rel eased by the news media, and it has harmed the company’s overall image and interest. Ryanair’s target market mainly focuses on leisure-travel customers and short point-to-point routes. Although it does not have higher standards of ervice, Ryanair is extremely sensitive to price. That is to say, once Ryanair raises prices slightly, it will lose lots of customers. Nevertheless, as the company’s scale is constantly enlalrging, costs will go up proportionately. Therefore, limited niche market and increasing cost are not propitious for further expansion of the company. Currently, Ryanair confronts a tough situation, which involves how to balance the company’s benefits and customers’ requirements appropriately. In spite of Chinese aviation advocates; reform and innovation, China is not completely wide open to foreign airlines. Local laws and regulation restrictions are not conducive to Ryanair’s entry. 3. 2. 3 Opportunities Compared with advanced countries, although China aviation is advancing rapidly, it still has plenty of drawbacks, particularly in the low-cost carrier area. 2008 Chinese Aviation Report implied that China has a huge market with big potential and wide prospects in civil aviation. However, nowadays, there is only one small-scale, low-cost airline, Spring Airline, in China’s domestic market. Apparently, existing fleets and routes are difficult to satisfy a increase of domestic demand. Ryanair’s entry will fill the low-cost carrier vacancy. Moreover, it has been proved that low-cost carriers can benefit during economic downturn(Kerpen, 2004). lobal recession leads to a sharp fall in public income. Therefore, the public turns to low fares to reduce expenses. A host of customers would rather choose Ryanair, which does not have free services, than general flagship airlines that offer higher standards of service. Apparently, the economic slump brings infinite business chances and generous profits for Ryanair. Ryanair is planing to enlarge its fleet to acquire 200–300 planes by 2016. Due to bulk buying, Boeing and Airbus quote Ryanair the most favourable prices to acquire such big orders. In that case, it not only saves costs but also offers sufficient funds to invest in overseas markets. Ryanair’s ambitious expansion could come true in the near future. 3. 2. 4 Threats Rapid development of Chinese railways and highways in recent years should be a concern for air carriers. Ever since the transportation industry has advanced steadily, railways and highways have held leading positions. Because civil aviation is subject to its own conditions, in freight traffic, t had a very big lead compared with railways and highways. This is shown in the table below: Table 4: Key Statistics Comparision between Railways, Highways and Civil Aviation Items| Year| Passenger Traffic (10,000 persons)| Passenger-Kilometers (100million passenger-km)| Freight Traffic (10,000 tons)| Railways| 2006| 125,656| 6,622. 1| 288,224| | 2007| 135,670| 7,216. 3| 314,237| | 2008| 146,193| 7,778 . 6| 330,354| Highways| 2006| 1860,487| 10,130. 8| 1,466,347| | 2007| 2,050,680| 11,506. 8| 1,639,432| | 2008| 2,682,114| 12,476. 1| 1,916,759| Civil Aviation| 2006| 15,968| 2,370. | 349. 4| | 2007| 18,576| 2,791. 7| 401. 8| | 2008| 19251| 2,882. 8| 407. 6| Adapt from Chinese Statistic Yearbook 2009 As shown in the diagram, from 2006 to 2009, people would rather choose railways and highways than civil aviation. Furthermore, as mentioned above, the statistics of railways and highways far exceed that of civil aviation. In 2002, civil aviation was reconstructed and reorganized. From then on, competition through three airline groups involving Air China, China Southern Airlines and China Eastern Airlines has taken shape in the civil aviation market. The three airlines have the market share for 80% in China. There is no denying that these three airlines groups pose a huge threat to Ryanair. They would take full advantage of their own strengths to freeze out new competitors. More importantly, Ryanair is famous for its low fares. Jet fuel is a major component of Ryanair’s operations costs. However, as cost of jet fuel has risen, Ryanair’s ticket prices have spiraled up to match them. Therefore, this action is directly opposite to the aim of the company. Ryanair would lost a large number of customers because of its relative high fare compared with privious price. . 3 Summary As discussed in the PESTEL and SWOT analyses above, as a whole, the external environment is conducive to Ryanair’s entry and development in China, specifically, the attractive points were policy relaxation to foreign airlines and high demand for low-fare carriers. However, Ryanair would have to pay more attention to techniques and legal rest rictions in certain aspects. Only after analysing the external environment objectively will Ryanair enter the Chinese market smoothly. In the meantime, the internal environment is equally fundamental. After placing more emphasis on understanding the other airlines and Ryanair itself, then it will be able to fight a hundred battles without danger of defeat as the result of wise decision making and strategic adjustments in a short time. 4. Business strategy 4. 1 Entry mode strategy 4. 1. 1 Potential problems Given that aviation is a sensitive industry, there is no doubt that Ryanair will face some tough problems that could interfere with its entry plans or progress. In particular, the Chinese government puts up all sorts of obstacles, and these factors are concretely revealed by the following. The first obstacle is the imposition of restrictions on setting ticket prices. Civil aviation-transport price reforms state that on the basis of benchmark prices, airlines may set a price which increases 25% and decreases no more than 45% (Wu, 2007). Compared to the previous rule, the government has relaxed controls on prices. Nevertheless, it is still hard to satisfy the requirements of low-cost carriers, which rely on low fares to gain a larger share of the market. The second obstacle is the control of air-route management rights. So far, there are 115 airports which are completely open. Airlines could freely arrange air route entry and quit based on actual market demands by themselves. However, these airports’ handling capacities are relatively small and the low-cost carrier’s self-potential is subject to it. The last obstacle is the monopoly pattern in civil aviation. At present, Air China, China Southern Airlines and China Eastern Airlines have become three powers of civil aviation. At times, the three-airline group launches its own low-cost tickets in order to develop market share. Ultimately, their positions in the domestic market are strengthened. As a new entrant to the Chinese market, the three-airline group’s low-cost strategy will negatively affect Ryanair. 4. 1. 2 Solution: Joint Ventures As stated above, the way to enter a new market is not completely clear for new entrants. To avoid some unpreditable factors that would arise in the Chinese market and to lower risks attributed to lack of knowledge regarding market information or market situations, joint ventures are the most convenient and effective solution for Ryanair, especially a minority joint venture. 4. 1. 2. 1 Brief introduction to joint ventures A joint venture is a â€Å"corporate child† that is a new entity given birth and jointly owned by two or more parent companies. (Peng, 2009)Generally, this is a common measure for new entrants to enter unfamiliar environments. That is to say, that Ryanair should seek other partners in the Chinese market. Two parties hold different proportions of equity and also share investment, management, risks and responsibility for profits or losses. At the beginning, owing to the fact that Ryanair stands at a disadvantage, it is imperative that gaining support from domestic firms make up the shortage of funds and resources. From all of the above, this measure is acceptable and advocated by local authorities, and they will even offer a preferential policy in the developing aviation industry. Yet it is certain that there will exist some drawbacks during the application of joint ventures. On the one hand, because of differences in background and corporate culture, a new company will be easily split on objectives and interests and even conflicts. On the other hand, sometimes both paties cannot reach a consensus in regard to equity allocation and operational control. At the end, it is often hard to coordinate globally on account of tight controls on a foreign subsidiary (Peng,2009). 4. 1. 2. 2 Partner: China Southern Airlines Based on an overrall consideration of various factors, Ryanair decided to choose China Southern Airlines as its partner. The following paragraphs show reasons why Ryanair mades the decision. First, highlights of China Southern Airlines follow. Its headquarter is in Guangzhou. The company is made up of 13 branches and 5 subsidiaries throughout China. Futhermore, China Southern Airlines has set up two bases in Shanghai and Xian, and it also owns 54 foreign agencies abroad. China Southern Airlines possesses the highest number of aircraft, 400, the most advanced air route network and the biggest passenger traffic that up to 66,280,000 persons. At present, with Guangzhou and Beijing as major hubs, their air route networks and ranges of business have spread throughout the main cities in the world. In 2008, China Southern Airlines was honoured with â€Å"flight safety five stars† by the Civil Aviation Administration of China. Now it still keeps the longest safety records. China Southern Airlines always insists on â€Å"Safety First Principle† On the premise of safety, the firm constantly brings forth management level and technology innovation to improve its strength and international competitiveness. China Southern Airlines is the only airline that fosters pilots independently. Second, in some ways China Southern Airlines and Ryanair are complementary, eventually accomplishing a win-win situation. For China Southern Airlines, in spite of the fact that it plays an irreplaceable position in domestic aviation, the pattern of company management still has gaps compared to other European airlines. By joining Ryanair, China Southern Airlines not only brings fresh blood but also receives advanced management patterning. China Southern Airlines can absorb Ryanair’s rich experience regarding corporate governance and human resoure management to achieve rational resource allocation and high employee efficiency. In the meantime, China Southern Airlines’ business covers the whole country, and transport capacity cannot suit domestic market’s demands. Ryanair’s entry could lighten its burden in some air routes. More importantly, China Southern Airlines has lost in terms of international air routes in recent years. Whilst Ryanair is the pioneer in the low-cost area in Europe. By means of Ryanair’s influence, China Southern Airlines could regulate tactics in Europe and make profits. Similarly, Ryanair can benefit from cooperating with China Southern Airlines. First and foremost, due to application of the joint venture, this it way complies with legal requirements, thereby diminishing entry resistance from the government to a great extent. Then Ryanair could develop smoothly regardless of culture or language differences under China Southern Airlines’ strong brand support and resouce sharing. At last, China Southern Airlines will offer the permission of using its bases and airports and pilots to Ryanair. This measure will reduce the anxiety caused by the shortage of resources. This is the only way that lowers Ryanair’s operation costs and carries on its low-fare business in China. 4. 2 Market Targeting Strategy When it comes to the target clients of low-fare carrier service, it mainly focuses on the special group that is characterized by high sensitivity to fare, high-price elasticity and price factor as their first consideration. Southwest Airlines was awared of the chief competitors of airlines are highways and railways. Generally, in short air routes, customers are sensitive to price. Because of short flight time, they do not require high-standard services. As a result, it is difficult to capture more customers through service differentiation. With regard to how to choose a target market accurately, there are three elements to be taken into consideration: First, price factor. Customers who prefer low-cost carriers are distributed into three classes. Initially, self-funded travellers. In general, tourists are customers who visit families and friends in their schedule in advance. They pay attention to low fares rather than immediacy to save travel expenditures. Next, the main character of this group is time flexibility. Finally, general business customers. Due to high air-ticket prices, sometimes they are restricted by unit to take planes. Once low fare are implemented, there is no significant distance between air tickets and train tickets, and they will welcome low-fare air tickets. Another thing is the length of flight time. In the present situation of the aviation market, the majority of flights take 3 hours. In order to decrease costs and raise aircraft utilization rates for low-fare carriers, 2 hours would be preferred. Humans usually select transportation like railways and highways due to cheaper prices, even if they spend a long time on the journey. Low-cost air fares not only save much time but also let more customers have access to comfortable trips and services (Olson and Peter, 2005) 4. 3 Pricing Strategy There is no denying that low-cost strategy is the lifeblood for low-fare carriers’ existence. In the fierce competition of the aviation marketplace, flagship airlines launch their own ultra-low fare in the off-season. However, as flagship airlines are limited by high costs, offering low fares is only a temporary method to attract more customers. As a low-cost carrier, it is obvious that Ryanair’s fare should be much lower than the level of market. Only in this way can it obtain market share and optimize itself. So how to set its ticket prices? 4. 3. 1 The level of highest price Low-cost carriers are known for low fares, therefore their highest prices cannot go beyond the full price of economy class of flagship airlines. If the price is quite low, it will affect the company’s profits. On the contrary, high price does not conform to the firm’s low-fare tenet. 4. 3. 2 The level of lowest price In China, owing to price control from the government, Ryanair could not implement its bottom-line price strategy. Hence, on the basis of regulation, Ryanair could properly provide two-thirds low fare tickets in every flight to draw customers. After the company develops and reaches the maturity stage, it could gradually reduce low-fare tickets proportionally. 4. 3. 3 The level of average price On the one hand, the average price must be higher than the average cost to guarantee the firm’s normal operations and profits, ultimately, fulfilling Ryanair’s sustainable development and expansion. On the other hand, the low-cost carrier’s average price should be markedly lower than he average price of flagship airlines to win stable and long-term customers and capture a market share. Through moderate pricing, althought Ryanair’s air tickets are low, it could increase the passenger load factor to improve profitability in every flight. 4. 3. 4 Price choice on peak- season and off-season In peak-season, like holidays or festivals, Ryanair could consider raising the price a little higher than usual in some special and hot routes due to high demands of these days. Likewise, in the off-season, the best way to stimulate customers’ consumption is to provide more low-fare tickets widely (Goddard, et al. ,2005) 4. 4 Marketing Strategy 4. 4. 1 Cooperation with mass commuication At the beginning of its China venture, Ryanair could take full advantage of its own aircraft to advertise for other companies through charging for advertisement fees. They could then spend this income on creating advertising compaigns for its low fare by means of newspapers, magazines, and television. Through a lot of press publicity, more and more people would be interested in this new thing. Moreover, people would be willing to get more information about low-cost carrier and they would like to enjoy so cheap price. At that moment, Ryanair could launch some promotion plans to stimulate customer interest. . 4. 2 Cooperation with local authorities Low fares are the lifeline of Ryanair, without this advantage, it is impossible to compete with other airines. So enhancing cooperation with local authorities is necessary. As a matter of fact, current price control policy makes it difficult to meet the competitive market’s needs. Indeed, Ryanair should set a good example to abide by regulations, and then lead by example against unfair competition. Once having set up a good relationship with local authorities, Ryanair can obtain more benefits like use of second-level airports at very reasonable prices. . 4. 3 Cooperation with China Southern Airlines For Ryanair, air route selection and pilot demands are two main operation issues. With the help of China Southern Airlines, Ryanair can apply for the hottest tourism routes to carry out point-to-point flights. When the market turns to off-season, Ryanair should timely change its route to some charter flights. For instance, these years personnel, economic and cultural exchanges across the Taiwan Straits have kept increasing. Therefore, setting up regular air service in this route would satisfy demand growth. In the meantime, Ryanair uses single type aircraft, so it can share pilots and aircraft maintenance expense with China Southern Airlines, and this leads to cost decline. Finally, Ryanair could truly implement its low fare and foster a good and healthy company image. What’s more, in order to avoid heavy traffic at hub airports, Ryanair could widely increase the second-level airport utilization rate of China Southern Airlines. This would result in punctual rates and leave a good impression on the customers. Besides, China Southern Airlines also provides Ryanair with its sselling platform: online booking or using agencies all over the country. . 5 Summary To sum up, before Ryanair decides to enter the Chinese market, it should anticipate some problems that may happen during the process. Then, based on an overall consideration of various factors, Ryanair should plan to invest in the form of a joint venture with China Southern Airlines. The next step wold be Ryanair’s market targeting emphasis on self-funded travellers, customers who would like to visit families or friends and general business customers. At the same time, flight time should take two hours. Ryanair must keep an eye on this group’s customers’s demands. After that, it should look to the high level, the low level, average level and different period price principles to set up flexible and appropriate air-ticket prices. As to marketing, Ryan air should coordinate the relationship with mass commuication, local authorities and China Southern Airlines. Only combining the strategies listed above can Ryanair achieve global optimization and obtain long term development. 5. Conclusion The entry into the Chinese market is an essential step of Ryanair’s expansion plan outside Europe. In this way, it is inevitable that Ryanair will face a rare chance for development as well as tough challenges. Therefore, this paper firstly summarized Ryanair’s own competitive advantages and showed why Ryanair possessed the capability to extend its low-cost business in China. On the basis of this, Ryanair must have a profound and thorough understanding of the new market, for instance: current policies and laws of aviation, Chinese customers’ consumption concepts and behaviours, and the differences between China and other European markets. Hence, the next section objectively amplified on the internal and external environments with SWOT and PESTEL analyses. On the whole, although in some aspects Ryanair is still subject to Chinese aviation regulations and laws, owing to the fact that aviation develops at high speed and given the domestic market’s huge demand, the Chinese aviation environment is suitable for low-cost airlines existence and advancement. In accordance with the environmental analyses, specific business strategies to enter China are proposed. At first, Ryanair should adopt a joint venture to cooperate with China Southern Airline. Only in this way can it reduce entry risks and restrictions from the government. Then, on that premise, Ryanair should set up a market target strategy, pricing strategy and marketing strategy in detail. Ultimately, Ryanair will fulfill its purpose of entering Chinese aviation smoothly and achieving success there. In this study, there still exists a problem to be considered How to cite Strategic Analysis for Ryanair to Enter China, Essay examples

Florist Window Display-Free-Samples for Students-Myassignment

Questions: 1.What are the type of display. 2.What is the purpose of the Window Display. Is it to promote a product, event, day or season? To sell a lifestyle, product or service? 3.Discuss on the elements and Principles of display and how they have been applied in the Window Display. Answers: Types of Display 1.Type of Display Open window: There is no glass panel in front or solid wall at the back of the display The display is enclosed with a large glass in front and an opaque wall behind. The purpose of Window Display This display aims to promote the products of the seller. Elements and Principles of Display. Attractive: The display looks attractive and appealing to the ladies to purchase the dresses. A good window display should capture the attention of the target clients(Alqui, 2013). Appropriate: The display is appropriate and therefore, it attracts customers instead of disappointing them. The variety of the colors used in the display makes the display more attractive(Stovall Construction Inc, 2015). Neat: The above display is neat and clean. The neatness of the display is met by both the aspects of cleanliness and arrangement(Lawrence, 2016). Adapting similar display at my workplace I will adapt this frost window display at my workplace by displaying variety of flowers on the front view of the store. I will arrange the flowers based on the color and sizes to ensure that they capture the attention of many customers as possible. Props and Materials used to create the display. Stands: They were used to hold the items in different positions to demonstrate to the potential customer all the products being offered. . Colors. The combination of several bright colors have been applied to make products on display attractive and visible. Potential Issues arising There is a possibility of construction problems arising. This display has consumed a lot of space that could have been used productively to stock more products. Alternatively, the available space is not enough to establish this type of display at my workplace. There is also a possibility of the display blocking other sellers stores. Two weeks maintenance required. The display at my workplace will still be new, and therefore it may be difficult to establish the appropriate display. Therefore, the crucial maintenance during this period will be focused on changing colors, arrangement and the type of products displayed to determine the style that looks more attractive to the customers. The style that seems to attract more clients during this period of two weeks will be selected as the right window display. Window Display 2 2.Type of Display. Open Window: There is no glass panel in front or solid wall at the back of the display. The purpose of Window Display. This display can serve two purposes. First, promotion. The display woos customers to purchase the products. Secondly, it can serve as an event display. For example, a birthday event arrangement can adopt this concept. 3.Elements and Principles of the Display. Attractive: This display is attractive in the sense that it is well balanced and it has applied a variety of items, proportion, and harmony. Besides, the colors used in the display looks more attractive and appealing to the customers. Memorable: The attractiveness of this display can make it memorable to the viewers to the point of sharing its attractiveness with their friends. The theme of the display has combined both art and design and can deliver a message to all viewers. Additionally, if this display is used for an event like a birthday, it will be more memorable. Appropriate: Materials, props, and color that have been used in the display to capture the attention of the customers. This makes the display suitable for its intended purpose(Kennedy Parsons, 2016). Neat: This display has both the elements of cleanliness and neatness. Neatness has been achieved through the well-organized arrangement of all the items on display. On the other hand, despite the window display being the opened one, the aspect of cleanliness has been well observed(Burns, 2010). How to adapt this concept to my workplace Concerning the type of the jewelry products, we are selling at our store it may be difficult to use the same arrangement. However, applying this concept I can arrange jewelries in stands as displayed on this window. Props and Materials required to create the window display At my workplace, I will require jewelry stand. Additionally, painting different attractive colors on the surroundings will be appropriate to increase the visibility all items. Potential Issues arising The big problem that can accrue to this window display is a logistical issue. The arrangement of the products and the same time ensure their accessibility by the customers may be the challenge. This because while the customers are entering the store may block the display. Two Weeks Maintenance required. Maintenance in the first two weeks will focus largely on seeking for the appropriate arrangement. This will include placing different types of the jewelries base on the color and size on the stand and changing the location of the stand. The more appropriate arrangement will then be adopted. References Alqui, J. (2013, September 7). Five Principles of an Effective Window Display. Retrieved from CreativityWindow: https://creativitywindow.com/2012/01/5-principles-of-an-effective-window-display Burns, L. D. (2010). The Effects of Window Display Setting and Background Music on Consumers' Mental Imagery, Arousal Response, Attitude, and Approach-Avoidance Behaviors. Oregon: Oregon State University. Kennedy, A.-M., Parsons, A. (2016). Store Front Window Displays over Time and their Teachings. Auckland: Auckland University of Technology. Lawrence, S. (2016, June 7). Elements and Principles of Design for Visual Merchandising. Retrieved from https://www.vmplus.com.au/elements-and-principles-of-design-for-visual-merchandising/ Stovall Construction Inc. (2015, June 19). Common Types of Windows Used in Retail Store Construction. Retrieved from Stovall Construction Inc: https://www.stovallconstructioninc.com/news/common-types-of-windows-used-in-retail-store-construction/#sthash.wlgzmg6o.dpbs