The Historical and Cultural Factors that Contribute to the...

The Historical and Cultural Factors that Contribute to the Development of the Learning Perspective The study of how humans learn is a dominant component of the learning perspective. The study of behaviour in this perspective and is also commonly known as the Behaviouristic Approach, as they believe that behaviour is the only valid data in psychology. Behaviourism developed simultaneously in the United States and Russia in relation to many factors. Traditional Behaviourists believed that all organisms learn in the same way, and could be explained by the processes of classical and operant conditioning. Learning can be defined as a relatively permanent change in behaviour and/or knowledge that occurs as†¦show more content†¦Albert Bandura was the major motivator behind the social learning theory, which included cognitive factors that were not incorporated by behaviourists, as they thought behaviour was almost entirely determined by the environment. Bandura suggests that much behaviour, including aggression, is learnt from the environment through reinforcement and the process of modelling. Bandura integrated cognitive influences and called his modified theory the social learning theory. Ivan Pavlov, a Russian physiologist, whilst conducting experiments on the digestive systems on dogs stumbled across the developed principles of classical conditioning. All these factors contributed to the advancement of the learning perspective, as we know it today. Key concepts of the perspective are classical and operant conditioning, social, latent and insight learning. All concepts are built from the historical and cultural factors that gave rise to the learning perspective. Findings after conduction of experiments show a remarkable relevance to today’s society and knowledge. Whether it is classical conditioning and relating findings to aversion therapy or operantShow MoreRelatedPiaget s Theory Of Experiential Learning1481 Words   |  6 PagesVygotsky, Jean Piaget, and Howard Gardner will be evaluated through the lens of experiential learning. Through Vygotsky’s realization of the childhood learning through â€Å"hands-on† experience (experiential learning), the cultural and socioeconomic factors defines the progress a child makes in the individual progression towards growth in the educational system. Piaget beheld similar views on experiential learning in the context of the family unit as an extension of social and educational progress throughRead MoreMulticultural Education : Issues And Perspectives1422 Words   |  6 Pagesparticular set of unique behaviors and characteristics that will contribute to their academic success. The article Multicultural education: Issues and perspectives by McGee Banks states, Behavior is shaped by group norms ... the group equips individuals with the behavior patterns they need in order to adapt (2005,13). Students will develop a cultural identity through the social groups he/she is involved in through race, social class, cultural capital etc. Through this research we will try to find whatRead MoreMulticultural Education Should Promote Cultural Consciousness, Empower Intercultural Awareness931 Words   |  4 Pagesmulticultural education classes ( Sleeter, 2001). Multicultural education should aim to creating a safe and a productive full access learning experience for all students equally with no consideration for race, color and background, Increasing awareness of global issues. It should enhance cultural consciousness, empower intercultural awareness, teach multiple historical perspectives, promote critical thinking and prevent prejudice and discrimination. On another note, teachers should benefit from multiculturalRead MoreNotes On Autism Spectrum Disorder1656 Words   |  7 Pages Lydia Chludil Personal Special Education Teaching Philosophy Paper TE 434: Introduction to Autism Spectrum Disorder David Rose 4/15/2016 What are the historical theories, who are the major contributors, and what are the relevant federal laws underlying the field of ASD? The historical theories that are in the field of ASD all originated with Leo Kanner. His work was started in 1943 where he identified â€Å"autism† using common descriptions. The descriptions lead to a certain criterionRead MoreThe Social Determinants Of Health1555 Words   |  7 Pagesand collective levels (Nelson, n.d.). Furthermore, distal determinants of health such as historical background and events have moulded the personal health and well-being of Indigenous people for many generations (Health Canada, 2013). Historical determinants include colonization and establishment of systems such a residential schools (Health Canada, 2013). In addition, social determinants of health also contribute majorly to many mental health issues. Examples of social determinants of health includeRead MoreHuman Computer Interaction And Analytics Technologies Essay1723 Words   |  7 PagesUniversity In Partial Fulfillment Of the Requirements of the Degree Master of Science By Manju Yadav Akkaraboina Fall - 2016 Abstract This paper explains the development in the human computer interaction by using the analytics technologies. The analytics technologies act as a decision support system for the further development in the human computer interaction. These analytical systems help us to identify the potential uses and help us to correct if any flaws are present in the existing onesRead MoreOutline the main similarities and differences between Piaget‚Äà ´s and Vygotsky‚Äà ´s explanations for cognitive development in children1702 Words   |  7 Pagesand Vygotsky’s explanations for cognitive development in children. Piaget and Vygotsky were both, looking into the same period of cognitive development in infants and children and sharing the same basic concerns. Piaget (1896-1980) developing his theory slightly earlier than Vygotsky (1896-1934) who worked to show that there were certain flaws in Piaget s theory of genetic epistemology. Vogotsky and his social-cultural theory of cognitive development might be seen as the Soviet counterpart toRead MoreAfrican American Social Studies Teachers1587 Words   |  7 Pageschanges in their identities, perspectives, and attitudes related to their profession and instructional practice. In addition, the study addresses the significance of the teachers’ racialized experiences as African Americans and how these experiences influence their use of culturally relevant pedagogy to teach their African American students. Overview Disparities exist in educational opportunities given to minority students Lack of relevant instruction that addresses cultural and social needs of minorityRead MorePsychology : Psychopathology And Abnormal Behavior1827 Words   |  8 PagesIntroduction The developments of psychopathology and abnormal behavior sciences have achieved significant progress. However, key issues that seek to determine various causes and presentations of psychopathology continue to emerge. Notably, the identification of a better model or perspective that explains psychopathology better than other models continue to elicit varied debates. The prevalence of psychopathology and abnormal behavior is explained by the psychodynamic and behavioral perspectives. This paperRead MoreLearner Centered2762 Words   |  12 PagesThis historical document is derived from a 1990 APA presidential task force (revised in 1997). LEARNER-CENTERED PSYCHOLOGICAL PRINCIPLES: A Framework for School Reform Redesign TABLE OF CONTENTS: Background Learner-Centered Principles Prepared by the Learner-Centered Principles Work Group of the American Psychological Association s Board of Educational Affairs (BEA), November 1997 BACKGROUND Throughout its history, psychology has provided vital information for the design of schooling based

How Much Do You Know About Educational Systems - 1968 Words

How much do you know about educational systems? Well, after reading this essay, you’ll know plenty about past and present systems and how they affect us. You’ll learn about learning tools from the 19th century, and about schedules for schools today. By the end of this essay you will have decided what you think is a better system, the 19th century or today’s, and you’ll have filled up on many interesting facts about American education. There are multiple gadgets that improve schooling, from the 1650’s to now. We keep improving and creating and making it easier to learn. One of the earliest gadgets from the 15th century is what is called a Horn-Book. It is not actually a book, but really a wooden paddle, with letters on it teaching prayers, vowels and consonants, and the alphabet. In 1795 a scientist named Nicholas-Jacques Conte invented the pencil. It is a tremendous tool used in school often. Another famous tool is the chalkboard, invented in 1801. It was discovered when a teacher hung a large piece of slate on a wall to teach the children. In the 19th century, most children would go to school, but it was very different than it is today. All of the children would learn in a one-room schoolhouse, taught by one teacher. The teacher would teach grades 1-8, with the oldest children in the back of the room, and the youngest in the front. The teacher would have to teach from 6-40 or more children. Students were held to higher expectations such as memorizing their workShow MoreRelatedThe Best School Systems Of The World Essay1412 Words   |  6 PagesThe Best School Systems in the World What is the best way to teach children so they become successful learners? As you read you will see about the school systems that are on the top ranking. The Schools systems are important today to all people because of opportunities for better life around the world because without education it is impossible to have a better life because if I do not study I probably will not have the same respect from others maybe to getRead MoreThe American Educational System and Its Slippery Slope Essay1470 Words   |  6 Pagesassistance. So, why is the American educational system gradually morphing to mirror that of Japan? With recent changes such an increase in standardized testing at younger ages, the increasing amount of more structured lessons and assignments, and an apparent focus on grades instead of understanding, it seems as if the United States’ educational system is beginning its descent down a long, slippery slope. If America wants to remain on top, the current educational system that focuses on giving studentsRead MoreA Review of the Educational System1429 Words   |  6 PagesFailures in the American Education System Changes such as shifting the majority of the power and influence away from the department to the teachers, are important to the educational system. Individualism is a key factor in achieving educational success. The American Educational System (AES) needs to not only address each individual student and their needs, but also each teacher and how they are approaching their subject matter. The AES also needs to fix the problems that the No Child Left BehindRead MoreRise of the Machines Essay911 Words   |  4 Pagesreplace the human thought? How many times do you see yourself going to www.google.com or some other search engine to find even the simplest information? In the educational system more and more courses use and require some form of computer activity. One of the main concerns is that education used to be about research, problem solving, critical thinking, and human analysis. Now with the implication of computers, education is not about the research, it focus is how fast can you find the answer. The lazyRead MoreSchool Is Not A Prison1538 Words   |  7 Pagesof the popular song â€Å"The Greatest Love of All† that Whitney Houston sang. Not only do the writers and the singer believe that â€Å"children are our future,† but everyone does. Children are big influences that help maintain and develop our country when they grow up. Therefore, children need to be educated well in order that they all become well-rounded, successful and contribute to society. However, educational system is always a controversial topic that many people concern. In â€Å"Against School,† JohnRead MoreBeing With The Opposite Sex892 Words   |  4 PagesBeing with the opposite sex in school has argued until now. Some people think studying boys and girls together can help each other in school further society while other people think it may interrupt their own studying due to pay attention too much. Do you think studying with the opposite sex has any pros and cons? There are a few theories on being together in school is beneficial or not. According to Cairns (2015), Being with the other sex in school is an opportunity to prepare their adult livesRead MoreThe Education System Of Education Essay1139 Words   |  5 Pagesroads, taxes, even killer clowns. I’m going to talk about today’s education system. Since the education being taught in the schools is for the generations to come. People need education to have a stable life in this country, to get a good job, and to support themselves financially. Therefore, are need to improve education overall. First, the students being taught in the classes are based on technology. We already know how technology is carrying how students perform in education. But in education todayRead MoreEquality Of Educational Opportunity By James Coleman Essay1685 Words   |  7 Pagestheir full potential. Today’s society is all about trying to make the world equal for everyone, but no one wants to try to implement the changes that would make it a fair world. Students shouldn’t have to worry about getting an education based on what their socioeconomic background is, or because of what race they are, but sadly, that’s the type of world that occupies the American society and its educational system. The Concept of Equality of Educational Opportunity by James Coleman discusses whatRead MoreThe For A Global Learning Process Essay1722 Words   |  7 Pagesinstead propose a different and better system. In this system Students will strive to achieve mastery and not â€Å"good grades† or â€Å"good test scores†, slow and fast students will be compensated for, and vocational learning will not be a focus. Together these elements will create a superior educational system, assuming that these systems are facilitated and maintained by government, some organization or whatever array of higher bureaucracy. Additionally, although this system is focused towards high/middle schoolRead MoreWhat Is Considered too Advanced for Toddlers? Essay1001 Words   |  5 Pagestheir peers. The educational material and tools such as toys, books and games that are used in the classrooms to educate children has been predetermined by a board of educators, but what happens when a child is too a dvanced for the educational tools or materials being used in that grade and when is it appropriate to give the child more advanced educational tools to use? Because some children are more advanced than others in development and learning, the guidelines for what educational materials and

Childhood memories free essay sample

Wanting to be on my own as the type of person I am today and what I’ll be in the future reflects on how I was raised and the certain things I have been through. Describing how I grew up with my mother and grandmother, not knowing my father and the relationship with my mother. Looking through my window in my room of a small apartment in north Tulsa, I saw the smiling faces of the kids, that didn’t have much, on the street, but always made the best of their lives just being kids. I was one of them, in a care free world, playing games like; tag, hide and seek, and games that you make up for the fun of it. If I wasn’t outside with the rest of the kids, I took the role â€Å"man of the house† as my mom would say, since I was the oldest boy in our home. Things like yoyos, pokemon cards, those squidgy aliens in jelly that were supposed to have babies if you put them in the same egg, tamagotchis- I remember them being in the newspaper because parents were taking them to work because their children wanted someone to stop them from dying when they were at school, those small block things with faces that you would throw at the ground and get points for it landing on its head and back. And of course there was the Spice Girls craze. I remember I had a fight with my friends over who was going to be sporty spice, and it ended up with the words Spice Girls being banned.Whenever someone said it youd go Ummmmm! You said the s word! . What at the time we thought of as a really huge massive fight was actually really small and over nothing. Memories from my childhood life made me what I have become today. There are many different childhood memories that I can remember but there were two that really made an impact to how my personality is today. I never thought that these events would have any effect in shaping my personality now because they happened so long ago, but I can see that it has.

The role of Antithesis in the novel To kill a Mocking Bird Essay Example

The role of Antithesis in the novel To kill a Mocking Bird Paper The masterpiece exposes not only deep social message but also ills of the society, as the writer in various ways reveals the eternal and global robbers such as the problem of good and evil, the problem of racism (black or white), the problem of morality and judging system. The idea of Social Inequality is centered around the whole excerpt. The events Of the novel are perceived through the eyes of the first person narrator (l punched Gem; shut my eyes; I saw Tactics pushing papers from the table into his briefcase) from the SCOUts point of view which produces a peculiar effect because Scout observes the events from her childhood, as she understood them at the time, rather than imposing an adult commentary. This makes the narrative respective naive: often we get descriptions of events just as she experiences them, without commentary on what they mean. The tone of the text is rather elevated and tense which is due to the choice of lexis (we had never seen him sweat, jury seemed to be attentive, we exchanged horrified glances). The extract combines narration with description and elements of dialog and monologue (the usage of rhetorical questions and possession, the repetition Of such phrases as black or white, all men are created equal helps to create emotional atmosphere and to emphasize and to keep in mind the importance of these phrases). We will write a custom essay sample on The role of Antithesis in the novel To kill a Mocking Bird specifically for you for only $16.38 $13.9/page Order now We will write a custom essay sample on The role of Antithesis in the novel To kill a Mocking Bird specifically for you FOR ONLY $16.38 $13.9/page Hire Writer We will write a custom essay sample on The role of Antithesis in the novel To kill a Mocking Bird specifically for you FOR ONLY $16.38 $13.9/page Hire Writer The whole text contains the abundance of thematic judicial terms and clicks such as: the jury, corroborative/medical evidence, on trial of life, with the court ; s permission, guilty, the testimony, cross examinations, victim, offense, the defendant etc. The symbols which are used in the text are worthy of notice. The title VETO Kill a Mockingbird has very little literal connection to the plot, but it carries a great deal of symbolic weight in the book. In this story of innocents destroyed by evil, the mockingbird comes to represent the idea of innocence. To kill a mockingbird means to destroy innocence. Tom Robinson serves as a perfect example of this symbol. The sentence this case is as simple as black and white strikes the reader with its symbolic features. The usage of such stylistic devises as simile case as simple as black and white based on the antithesis black and white reflects the problem of racism and at the same time the problem of morality and immorality / (good or evil). On the one hand Males Lowell is rather speaking name due to the fact that surname Lowell is consonants with the word evil: they are homophones. The connection of two pairs of antithesis innocence- evil and Tom Robinson- Males Lowell brings to light the problem of morality. On the other hand from the very beginning of childhood we got used to understand that dark and black is something evil and white is good and always wins the everlasting battle. If we consider this fact, the reader can arrive at the idea that black people are evil and white are good. From the text this opinion is brightly expressed by the jury. He walked slowly up and down in front of the jury, and the jury seemed to be attentive. I guess it was because Tactics was t a thundered. All these stylistic devices such as the antithesis up and down, the assonance of the sounds: a/o/I/, rhythm was because/ and the Indianapolis (the jury) reveal the indirect meaning. The usage of the constriction Seemed to (be attentive) signifies that the juries have already made their final decision about this case and no one even Tactics- the fighter for the truth can change the course of events. They are truly believe that a lie as black as Tom Robinson ;s skin. A jury never looks at a defendant it has convicted and when this jury came in, not one of them looked at Tom Robinson. The foreman handed a piece of paper to Mr..

Why You Return to a Story to Revise

Why You Return to a Story to Revise Free Online Research Papers Revision has always been difficult work for me. Often I will let an idea tumble around in my head for a few weeks or months (in some cases, years), and one day I am caught up in a sort of fever and I sit down and write it out. Usually, one of two things happens; either I am immediately sure that I’m created a work of surpassing genius and set it gently aside to wait until my work is finally appreciated, or I am immediately disgusted by the vile abortion I’ve foisted off on the innocent world and I quickly set it aside before anyone can see it. In either case, nothing further happens. In a plastic tub in my closet I have some solid gold stories from Jr. High School, just waiting until the public is ready for them. Now, in many of my college classes, I have been required to return to a story and revise it. A funny thing happens with this process. I find that those perfect stories often have obvious errors†¦weird and disconcerting point of view shifts, rickety plot devices, wooden dialogue. They are still pretty good, but they need to be spruced up, and maybe in retrospect some of the characters’ behavior doesn’t make sense, and a little color text needs to be added. Often, the imperfection is what strikes me, and the end result of the revision is much better than the original, although I am less confident in it. On the other hand, while I loathe returning to the apparent failures, I’ve found that they are like infected boils. Covering them up and keeping them still in a dry place without stimulus for a while makes them a lot better. Generally, a good idea and some hard work will leave you with a product from which something can be culled, no matter how bad it looked the first time. I consider working with â€Å"failed† stories to be akin to surgery. In the best cases, you can remove the bad bits, nip and tuck the ordinary stuff to make it look really good, and cover up the results with a flap of style that leaves only the faintest scar to show how that anything serious was ever done. In the worst case, you’ll have to admit that the patient is terminal and start thinking about organ donation. Even Hitler painted roses, and even the worst piece of writing has something artful. Get out your scalpel (The computer is invaluable for this†¦copy and paste work with a separate file for salvaged bits) and find the good lines, the scenes that work, the snappy dialogue. Even if the story itself can’t be salvaged, you can take the best parts and use them later. Drop an evocative landscape from a dead story into a novel you’ve been stuck on, or transplant a mouthful of a vanished character’s dialogue into a poem you’re playing with. Nothing is a completely lost cost. In summation, those authors who claim not to edit their work fall into three categories. Those whose work is edited by others, those whose work is not as good as it should be, and those who are lying. Don’t be any of these. Instead of admiring your favorite renegade writer who never revised their work, mourn for the much better work you’ll never see due to their hubris. That said, I still hate actually DOING revision, and find it the most difficult part of writing. Research Papers on Why You Return to a Story to ReviseMind TravelStandardized TestingBook Review on The Autobiography of Malcolm XThe Fifth HorsemanTrailblazing by Eric AndersonPersonal Experience with Teen PregnancyRiordan Manufacturing Production PlanThe Masque of the Red Death Room meaningsHonest Iagos Truth through DeceptionHarry Potter and the Deathly Hallows Essay

Wickedness in the tribe of Benjamin

Wickedness in the tribe of Benjamin Free Online Research Papers The last three chapters of the book of Judges contain a very tragic story of the wickedness of the men of Gibeah and the tribe of Benjamin. The tribe of Benjamin was severely punished and was almost entirely cut off from the rest of the tribes. Chapter 19 speaks of a Levite who took to himself a concubine. A concubine was a sort of secondary wife; and that such connections were not disreputable, being according to the general custom of those times. This is seldom practiced today although it is still widely practiced in certain countries. The Levite’s concubine was unfaithful and she returned to her father’s house. Today, the cases of unfaithfulness and infidelity are numerous so much so that it has become something that is not surprising anymore. We hear about it almost everyday ranging from celebrities to neighbors and friends. The host of the place where the couple was staying was willing to make a proposal relative to his virgin daughter in order to defend the guest that was at his home. This also does happen in these days where parents are willing to give up their children whether to sell their son to the slave market or their daughters to prostitute homes in order that they have money. The wicked men want ed to have sex with the Levite man. This shows they were homosexual which is very common today. This phenomenon has become so common that it no longer shock us much when we hear about it. The Levite man took his concubine most likely by force and violence and gave her to them in order to save his body. They raped and abused her all night and dismissed her at dawn. The Levite then took her home and cut her into twelve pieces and sent the pieces to each tribe. This is evidently widely happening in the modern day scenario. There had been too many cases of girls being raped and abused and then murdered just to satisfy their lust. Newspapers these days are full of reports on these gruesome and inhumane acts. At the end of the book the Israelites took a vow not to give their daughters in marriage to the Benjamites. So the Benjamites seized and carried off the women who danced at the feast and the women became their wives. This is hardly practiced these days because there aren’t many vows whereby a woman shouldn’t be given into marriage to a certain tribe or race. Research Papers on Wickedness in the tribe of BenjaminCanaanite Influence on the Early Israelite ReligionPersonal Experience with Teen PregnancyTrailblazing by Eric AndersonEffects of Television Violence on ChildrenHonest Iagos Truth through DeceptionHarry Potter and the Deathly Hallows EssayHip-Hop is ArtThe Spring and AutumnThe Effects of Illegal ImmigrationBook Review on The Autobiography of Malcolm X

Capstone IP 5 Research Paper Example | Topics and Well Written Essays - 1250 words

Capstone IP 5 - Research Paper Example ess mainframe, as well as distribution of infrastructure for information technology applications, since the time of their security product spin off into Total Defense (Ambos, Andersson & Birkinshaw, 2010). Therefore, the company engages in IT management software and solutions, and it facilitates optimization of IT by their customers with the aim of achieving enhanced business results. The company’s goal is to become a strategic partner upon whom the customers can rely as far as the adoption of new technologies is concerned, and at the same time, realize maximum value from the existing investments in IT (Ambos, Andersson & Birkinshaw, 2010). In this respect, therefore, the company has sought to employ a customer-centric strategy where the customer is at the center stage of the business, in which the company believes it can best achieve its goals. With this, the technical support of the CA Technologies has been made the lynchpin that helps the customers realize maximum value of the CA Technologies investment (Ambos, Andersson & Birkinshaw, 2010). The International Business Machines Corporation (IBM) is a multinational corporation for technology and consulting based in the United States. The company deals in manufacturing and marketing of computer software and hardware, in addition to offering infrastructure, consulting and hosting services in a wide range of areas, beginning from the nanotechnology to mainframe computers (Kane & Alavi, 2007). IBM boasts of over 12 research laboratories all over the world, and is also the leading company in patent generation for over 20 years. New services and products are important to the performance and survival of any organization. The introduction of new products, as observed by both IBM and AC Technologies, enhances the firm’s ability to meet the new demands on the market and facilitate the establishment of new generations of technology (Ambos, Andersson & Birkinshaw, 2010). A major logic within innovation in these

Impact of social media on project stake holder management Research Paper

Impact of social media on project stake holder management - Research Paper Example It forms an important part that leads to smooth completion of the project that has been undertaken. This is a very important discipline that is mostly addressed by successful people they believe that the opinions and ideas of these stakeholders are very much fruitful for the overall project development and in the majority cases leads to the success of the project rather than failure. There are various reasons that lead to failure of a project; however, the factor that is taken into consideration in this research study is the communication factor. An effective communication platform and coordination are the most important pillars of stakeholder management. As the stakeholders need to be aware of every possible detail of the project so that they are able to contribute towards such project so that it results in a success. Social media in the present scenario is not only bounded within Facebook, Twitter, etc., but it has proved itself to be a beneficial tool when there is a requirement t o improve upon the level of communication amongst the team members and also amongst all the other stakeholders who play an important role in the success or failure of a project. There are various approaches in social media platform that helps in enhancing communication and applying such principles in a project helps to manage effectively the stakeholders, facilitates better collaboration, beneficial for problem-solving. Social media as a model helps an individual to focus on how information is being shared, used and aggregated.

Views of Hobbes, Locke and Rousseau Essay Example for Free

Views of Hobbes, Locke and Rousseau Essay Thomas Hobbes, John Locke and Jean-Racques Rosseau were philosophers who stated their belief of human nature and how we should govern mankind. Although Rousseau was born a different time than Hobbes and Locke, they all had a very strong influence on the way governments should function. They created a revolutionary idea of the state of nature, the way men were before a government came into play. Each philosopher developed guidelines and responsibilities that the government is obliged to. Although proposing different views and ideas, they all contributed significant ideas to society. Thomas Hobbes, Jock Locke and Jean-Jacques Rousseau all differed on their views of government. Thomas Hobbes described the state of nature for man is nasty, brutish and short. In order to escape this, people must give up freedom to receive peace and order by the protection of the government. Hobbes believed in an absolute monarchy. Order could only be established with a ruler holding absolute power. The state was there to prevent people from attacking and killing each other. His structure of a government was to prevent chaos and violence. Just like Hobbes, John Locke believed there was a need to establish order; however, he saw a different way to achieve this. He had a more optimistic perspective on human kind. People should give up some rights to attain protection, like Hobbes outlook of the social contract, but if the government does not fulfill its duty, the people must change it. Rebellion was only justified if the ruler lost the consent of his people. Hobbes believed that it was never justified. John Locke believed in any type of representative government such as a republic, constitutional monarchy or democracy. Jean-Jacques Rousseau had been considered by some the prophet of democracy. Rousseau believed in the General Will, the decision of the majority, because what is best for all is best for an individual. He said people enslaved in the law. All rights of people are given up to the General Will in order to be incorporated through the legislature. The state is there to enact the General Will. Society embarked on with the state of nature. The English Civil War was influential to Hobbes and Locke. It made Locke object violence. Hobbes believed that to put an end to the war, an absolute monarchy must be established. Rousseau was influenced by emotion and not reason. This was the origin of Romanticism. The three philosophers vision of the state of nature was contrasting in terms of things like property and freedom. Hobbes believed that man was essentially evil, bad and corrupt. His view of depravity of human nature was influenced by the English Revolution. He believed that humans would constantly fight if left alone, especially over property which was a limited source that was competed for. Thomas Hobbes essentially believed that humans were not good and order was established by depriving humans of their rights and freedom. According to Hobbes, state of nature was state of war. John Locke believed people were born with a blank slate or mind and their surroundings and environment made them good or evil. Like Rousseau, Locke believes that people are equal, not in ability but in rights. People are born entitled to natural rights, life liberty and property. He stated, Man is born free, and everywhere is in chains† was said by Rousseau. He also thought that men were born free and are good and that it is society that is corrupt. In order to accomplish this objective, society must eliminate all titles. His understanding was that the title of nobility should be abolished. Noble savage was a concept he admired very much. Humans are just like any other animal. These philosophers agreed that things must be sacrificed to advance society. Despite their differences, Hobbes, Locke and Rousseau could all comply that Government should not be through the Church. This contradicted the concept of Divine Right, which is the belief that a monarch received their power only from God. To determine what society should be, a clean slate was needed which included freedom of religion. Thomas Hobbes believes that the state must be only one religion in order to be united. John Locke declares that the state should have religious toleration. Rousseau does not repudiate God but is disgusted with religion, especially Christianity. Hobbes, Locke and Rousseau all acknowledge that before men were to govern, we lived in a state of nature. They all constructed their own adaptation of what a government should be and how society should work. All of them recognize that the government should not be through the church and differ on human nature and the form of government. Their ideas were inspiring and spread to many places constructing new governments. Hobbes, Locke and Rousseau were revolutionary.

The Impact of Localization on Logistics and Employment along U.S Border

Globalization is often seen as an unstoppable, irreversible force. Analysts contend that trade between nations can only expand spatially and can only grow in complexity. By all measures, this perspective is largely accurate. However, the case of NAFTA and the impact it has had on trade in the U.S and its neighbours serves to show that the spatial expansion of trade between nations is not inevitable. We may call this focus on enhancement of trade between neighbouring countries â€Å"localization†, as opposed to globalization. This paper shows how the flow of trade between the Orients and the U.S shifted closer to home, to Mexico. It also shows the impact this shift has had on shipping and employment in the U.S states that border Mexico, as well as on Mexico itself. U.S-Orient Flow of Cargo Traffic As of 2012, two ports that were relatively mid-sized only two decades earlier had grown into the busiest in the country, El Paso, in the State of Texas, handled $65 billion worth of cargo during the first three quarters of 2012, while Laredo Port, also in the same state, handled $172.5 billion. This was not always the case; as of 2004, it was ports in Los Angeles, California, that handled the largest volumes in the U.S, catering to more than 7.3 million containers in that year. Los Angeles was followed not far behind by Long Beach ports, which together took care of 5.8 million containers. Taken together, in 2004 Los Angeles and Long Beach handled 68% of cargo traffic in the whole of the West Coast. The large volumes handled by these ports in the West Coast can thus be attributed to the long growth in trade between the U.S and developed Asian economies such as Japan, as well as emerging economies such as Singapore and China. As the globali... ...unta colonet multimodal project in baja California† (Dec 2009), in Border Brief, Univ. of San Diego Press. Heineman, B.W (2008). Wal-Mart’s Massive Bribery Scandal: What Happens Now? Harvard Business Press. Web. Lawrence, C. I-69 Project Overview. Retrieved 26th March 2014. Web. ONESCU: Multinational Corporations and The Global Economy, Retrieved 24th Mar 2014. Web. Rena, R. Impact of WTO policies on developing countries: issues and perspectives. Transnational Corporations Review (Canada), (2012)4(3):77-88. Web. The United States Bureau of Transport Statistics. Border Crossing Data – U.S-Mexico. Retrieved 26th March 2014. Web. Vogel, R.D. â€Å"The NAFTA Corridors: Off-shoring U.S. Transportation Jobs to Mexico†, in Monthly Review (Feb 2006), 57(9). Trujillo, L. Privatization and Regulation of the Seaport Industry. Retrieved 26th March 2014. Web.

Haruki Murakami’s Short Stories Essay

Haruki Murakami pens many a short story about a disenchanted character walking through life without much of a reason to be there. His protagonists share a sense of isolation from the other characters; their siblings, significant others, parents and coworkers all fail to get through to them in their different quests to find answers to life’s most important questions. Example: why did a strange man appear at the foot of my bed and lead to my eventual inability to get a good night’s sleep? The literal isolation of the characters from meaningful relationships creates an overarching sense of isolation in the mood of the stories, making the reader too feel as though no one understands them. The protagonists of each of Murakami’s stories share a sense of loneliness and disconnect with the people around them. In â€Å"Sleep,† the protagonist is a woman who has inexplicably lost her ability to sleep. This leads to her discovery of her disinterest in her life. The mundane aspects of her marriage, her relationship with her son, her duties in her everyday life, all become suddenly and horribly apparent to her. However, she does not feel propelled to tell her aforementioned husband or son about her problems with sleep. â€Å"Neither my husband nor my son has noticed that I’m not sleeping. And I haven’t mentioned it to them. I don’t want to be told to see a doctor. I know it wouldn’t do any good. I just know. Like before. This is something I have to deal with myself. So they don’t suspect a thing.† This inability to share experiences with family members illustrates the general attitude Murakami creates within his stories. Obsession with things separate from the self is very apparent in Murakami’s work. â€Å"The Kidney Shaped Stone that Moves Everyday† is a short story in which the protagonist himself is a short story author. Junpei’s own life experiences, in particular his father’s advice that only three women in a man’s life have real meaning to him, informs a story Junpei himself writes, about a doctor who finds a stone that eventually overtakes her life: â€Å"She is engaged in hurried coupling with her lover one evening in an anonymous hotel room when she stealthily reaches around to his back and feels for the shape of a kidney. She knows that her kidney-shaped stone is lurking in there. The kidney is a secret informer that she herself has buried in her lover’s body†¦ The lady doctor grows gradually more used to the existence of the heavy, kidney-shaped stone that shifts position every night. She comes to accept it as natural. She is no longer surprised when she finds that it has moved during the night†¦ After a while, it becomes increasingly difficult for her to take her eyes off the stone, as if she has been hypnotized. She gradually loses interest in anything else.† These excerpts from the story illustrate Junpei’s inability to rid himself of the advice given to him from his father, and in a way illustrate a person’s inability to let things go, how small things like stones grow to large sizes inside of us, and when we try to cast them away, it is not always easy to rid ourselves of them. â€Å"Having cast away the stone, she feels a new sense of lightness. The next day, however, when she goes to the hospital, the stone is on her desk, waiting for her.† This metaphor is a two-layer cake (excuse the metaphor to explain a metaphor!) in which the top layer is, of course, Junpei’s inability to let go of his father’s possibly misguided advice, and the bottom layer is our culture’s inability to unplug the phones, and get off the internet. Social networking digs inside of humanity to create a deep addiction that cannot simply be cast away. Nearly all of Murakami’s stories use a sort of emptiness in the life of his characters to show the effects of the narcissism of the modern age on people and their loss of faith, disconnection from family and friends and the general sense of loneliness. The isolation in Murakami’s work is an elegant metaphor for the isolation social networking creates in modern day society. The hilarious juxtaposition between being just the touch of a button away from someone, whilst being incredibly far away from them at the same time, is shown in Murakami’s character’s inability to truly connect with his or her families. This loneliness and disconnect is created by showing a deep-set misunderstanding between the characters and those around them. In â€Å"Sleep† the protagonist feels unable to share her problems with her family partly because of the fact that previously, people did not notice her going through major turmoil, â€Å"I lost fifteen pounds that month, and no one noticed. No one in my family, not one of my friends or classmates, realized that I was going through life asleep.† She believes that her family truly will not notice, or understand her predicament. She does not want to go to a doctor, because she believes her problem to be something she must go through alone. While this belief that she should not see a doctor could arguably be seen as misguided, it stems from the sense of isolation she already feels from the world. In a certain way this character is invisible to her family. They see her everyday, they quietly appreciate the meals she prepares for them, how she keeps the house for them, but they do not understand the deeper aspects of her personality, or so she feels. The protagonists in Murakami’s stories often feel as though no one in their lives truly knows them, or understands the way that they are feeling. The elegant metaphors in Murakami’s stories hit readers where we least like to be hit. They outline the aspects of our culture’s narcissistic obsessions with the self. Self help books, carefully, obsessively groomed profile pages, meticulously managed comments, and continuously growing corporations all geared towards making a better ‘you.’ For this essay I specifically addressed two of Murakami’s stories, â€Å"Sleep† and â€Å"The Kidney Shaped Stone that Moves Everyday.† These two stories exemplify the aspects of isolation in Murakami’s work, and how that isolation bakes the double layer cake, with the top layer the general goings on in the stories, and the bottom layer the overarching themes of narcissism, and cultural collapse. Pessimistic viewpoint and objectifying attitude towards women aside, Murakami weaves a tight tapestry that is certainly beautiful to look at.

Inclusive teaching and learning Essay

Organisations working within the learning and skills sector face increasing challenges as the UK becomes more diverse and multicultural. Differences are an asset and a diverse learner body and workforce enrich an organisation. However, misunderstandings, negative attitudes, or a lack of awareness, understanding and effective communication can all lead to segregation and underachievement. The aim of this CPD builder is to raise awareness of the inclusion challenges in organisations, and provide ways of meeting those challenges. You might like to use the Small steps – big difference tool to help you identify the challenges most relevant to you. In this CPD builder you will find a wide range of information and guidance on inclusion in the form of research, checklists, case studies, good practice advice, videos and activities. There are suggestions of how you can use each resource for CPD to ensure that inclusivity is embedded into all activities and goes further than a ‘tick box’ approach, alongside prompts to help you reflect on your current practice. The resources use a variety of pedagogy approaches but those most frequently referred to include using e-learning and technology, differentiation and assessment for learning. The learner voice is a crucial aspect in promoting inclusivity as it requires listening to learners’ opinions and involvi ng them in planning – you should consider how the resources can help you do this. Exploring these resources and using and adapting the ideas they suggest will help you to: ensure no learners are isolated or marginalised through language, culture or any other difference that may influence thoughts and actions or form a barrier; work towards eliminating discrimination and harassment;  recognise and accommodate learners’ individual needs;  ensure that all learners have equal access to the curriculum; explore how the 10 pedagogy approaches can promote understanding about inclusion and inclusive practices. Please note: The term ‘inclusion’ has been used in most instances, however ‘diversity’ has also been used when describing actual individual and group differences, particularly relating to cultural diversity. Objectives After using this CPD builder, you should: be able to relate the ideas to your own experiences and inclusion challenges in your organisation; be able to recognise how different pedagogy approaches can spread awareness and accommodate learners needs; and be able to evaluate the usefulness of the resources to your own practice and CPD. Skills I will need to ensure my practice is inclusive The ability to work with colleagues to review the inclusion challenges in my own organisation. The ability to plan sessions that promote active learning and provide assessment opportunities that are accessible to all learners. The ability to develop materials and resources that are accessible to all learners and accommodate their needs. The ability to identify the varying needs of learners and to provide the support or adjustments necessary. Knowledge I will need to ensure my practice is inclusive An understanding of the range of inclusion challenges for teachers, managers and learners. An understanding of the strategies, tools and pedagogy approaches that support a whole organisation approach to inclusivity. An understanding of the materials and resources that enable equal access to learning and assessment and how to adapt them. An understanding of how learners can take responsibility for their own learning. Activities Support for your CPD You can work through the ideas in the CPD builder on your own but you are likely to find it more enjoyable and challenging if you seek the support and involvement of colleagues. There are also lots of sources of further information and guidance you can draw on to help you make the most of the experience. Explore some of the options in the list above. SLC or ALC, E-Guide or e-CPD Professional Development Adviser Your Subject Learning Coach (SLC) or Advanced Learning Coach, E-Guide or e-CPD Professional Development Adviser, or staff with a similar role within your organisation, can support your professional development. They can help you to identify the right CPD builder for you, work your way through the activities you select, and reflect on what you have learned. If e-learning is an area where you particularly want to develop your practice, make  contact with your E-Guide or e-CPD Professional Development Adviser. They have a specific remit for supporting colleagues in their use of technology. It may be that your organisation shares one of these roles with a neighbouring provider. You can also work informally with colleagues in your team. Look out for face to face or virtual networks of colleagues with similar interests to your own.  Learners can contribute to your professional development. Involve them as you plan, try out and evaluate new approaches. They are the experts on their learning and insight into what works well can help them as well as you. Supporting your CPD Look at the activities and tools in the Supporting your CPD area of the website. You can use the CPD activity: Small steps – big difference to review your current practice and identify areas for development. As you reflect on your professional development needs and experiences, refer to the reflective tool: Putting CPD into action. This can help you put together your CPD plan and consider the evidence you might look for. Documents in the CPD library can help you as you try out and evaluate new ideas that you have discovered through CPD builder and record the outcomes for your CPD portfolio. You could: devise a Supported experiment using the downloadable guidance notes and form find out more about Action research and how it can contribute to your professional development investigate Peer observation or Teaching squares as ways of working with colleagues to develop your practice. Institute for Learning website For more information about your CPD and the professional registration requirements for teachers in the learning and skills sector, visit the Institute for Learning website at www.ifl.ac.uk You may also want to explore: the different types of CPD activities you could undertake and how the CPD builder can contribute to your professional development plan  how you can use the Institute for Learning tool REfLECT to record your activities and reflections in your personal learning space. Support from LSIS’s Teaching and Learning Programme Subject Learning Coaches (SLCs) and Advanced Learning Coaches (ALCs) supporting coaching activities play a central role in LSIS’s Teaching and Learning Programme. They support individuals, teams and organisations to release their potential. Find out who the SLCs and ALCs are in your organisation and ask how they can help. Coaching has been shown to have a positive and lasting impact on practice. Find out more about the Professional Training Programme (PTP) for SLCs at www.subjectlearningcoach.net Coaches participate in regional Subject Coaching Networks and other peer and community activity such as virtual networks and action research projects to collaborate, bring and exchange ideas and resources developed within their organisations. Any teacher can attend a Subject Coaching Network so ask your SLC for details of the next network in your subject area or visit the website at www.subjectlearningcoach.net/events.aspx Managers’ Engagement and Support Programme The support of senior managers is vital to the successful deployment of SLCs in your organisation. Find out more about the Managers’ Engagement Support Programme (MESP) at www.subjectlearningcoach.net/managers_area/index.aspx If you are a SLC or ALC with a management role, you may want to take part in the MESP and exchange ideas on what you can do to support CPD across your organisation. Effective teaching and learning Teaching effectively and facilitating effective learning requires the use of a range of different but mutually supportive pedagogy approaches. The resources in this topic will take you through the pedagogy approaches and how they can support inclusive teaching and learning, prompting you to reflect on your own practice. These resources can be used individually or within a group CPD session to explore in depth the approaches you might use with learners and to understand more about why and how they work. To develop your skills and understanding in the use of technology to enhance learning, join the eCPD programme and explore the online learning space were you will find teachers sharing their ideas and experiences. Through using inclusive teaching and learning approaches you can support learners in overcoming barriers and achieving their full potential. By listening to learners and encouraging them to take greater control of their own learning you can support progression and help them become expert learners. This topic also provides information about using case studies effectively, which can be a useful tool in promoting inclusivity. These activities can contribute to meeting the Institute for Learning (IfL) 30 hours (or pro rata) continuing professional development (CPD) requirements and can be related to the personalised elements in the professional formation framework to provide supporting evidence of self-evaluation, teaching and learning and subject currency. Developing the expert learner This flexible, generic resource uses a range of learner settings, including prison and work-based learning, to illustrate different aspects of Developing the expert learner under three key strands of: Learner voice; Learning how to learn; and Assessment for learning. The video clips included in the resource provide examples directly relevant to aspects of inclusive teaching and learning, such as age and faith. Becoming ‘expert learners’ enables learners to take greater control of and responsibility for their own learning. Set up a group CPD session using the ‘learner journey’ resource in the ‘Getting started’ section. Try out the two activities in small groups. In what way might inclusion issues have an impact on the development of expert learner characteristics? How can you promote the development of these characteristics? Can you imagine any scenarios where expert learner characteristics might help to break down barriers to learning? Use the information you have gained from using this resource to create an action plan for the coming year. When you have carried out your planned activities, log outcomes and reflections on progress. Using pedagogy to promote inclusive learning These three resources focus on how different pedagogy approaches relate to inclusion and can help promote an inclusive learning environment. Through using these alone or with colleagues you can review how well inclusion is embedded into your practice, and how your organisation can embrace inclusion more fully. The resources will also give you ideas for enabling learners to extend and take responsibility for their own learning. The resources Introducing the 10 pedagogy approaches and Talking teaching, training and learning explore each of the pedagogy approaches and how they can be used. You can also download a set of cards that go into detail about each approach and include suggestions for using the cards individually and with colleagues. The Equality and diversity quick start guide shows how the approaches can be used to promote inclusion. Explore each pedagogy approach and reflect on your own practice. What new approaches could you adopt? How could you use co-operative learning to help prepare learners for job-based team working? How thoroughly do you plan your lessons and how much do you involve learners in planning their own learning? In a CPD activity with colleagues share ideas for setting ground rules or modelling acceptable behaviours to promote inclusivity. Use the information you have gained from using these resources to create an action plan for the coming year. When you have carried out your planned activities, log outcomes and reflections on progress. Effective teaching and learning toolkits The Effective teaching and learning area of LSIS’s Excellence Gateway contains a number of toolkits that can support your practice. The Planning toolkit will help you to understand how to plan sessions and courses effectively with both colleagues and learners. It also explores how to support learners’ planning skills and ways in which you can help them to develop expert learner characteristics. This toolkit will support your use of the resources in the ‘Session and course planning’ topic. The Case study toolkit will help you explore how and when to use case studies to promote inclusive teaching and learning. Case studies help learners engage with real issues and can promote positive attitudes and behaviours. The Effective questioning toolkit focuses on ideas to help you develop your own questioning strategies to identify learners’ needs and use different assessment techniques. The toolkit will also help you support learners in developing their own questioning strategies. These three resources include videos, questions and activities and will help you to understand: why planning is an essential part of successful course delivery and how it can promote individual and whole organisation approaches to inclusive teaching and learning; what is mean by ‘case studies’, the positive impact of using them and how to design effective case studies; why, when and how to ask questions to promote learning and support inclusivity. Explore the resources on your own or with colleagues and consider how you could these approaches in lessons or assessments to promote inclusive teaching and learning. Discuss how effective planning can impact inclusivity. How can you ensure case studies meet the needs of different learners? What pedagogy approaches do you think using case studies and a range of questioning strategies support? How can you work with colleagues and learners to plan inclusive activities and sessions? Use the information you have gained from using this resource to create an action plan for the coming year. When you have carried out your planned activities, log outcomes and reflection on progress. An introduction to inclusive teaching and learning The challenges in ensuring that teaching and learning is inclusive relate largely to the complexity and the number of issues that teachers, managers and organisations need to be aware of in order to meet the needs of all learners. The resources in this topic include specific guidance on disability, learning difficulties, ethnic, cultural, religious and social diversity, gender, age and sexual orientation issues. They also provide guidance on using the 10 pedagogy approaches to promote inclusion, and putting organisation-wide policies into practice. The varied nature of the resources provides a wide range of material to stimulate your thinking and enable you to benefit from others’ experience. Videos show teachers, managers and learners explaining their own inclusion challenges and how they are resolving them, giving you an opportunity for  modelling. Case studies explain how good management and teaching practice aids inclusion in other organisations, and provide ideas you can adapt to suit your own circumstances. Research reports, checklists and detailed guidance offer a menu of suggestions for you to adopt. Using the CPD model of analysis, action and reflection, explore individually or with colleagues those resources which relate to the inclusion issues that currently exist in your organisation. Putting these ideas into action with your learners or colleagues through a structured Action Plan and Reflective Log can contribute to your 30 hours (or pro rata) CPD requirement and can be related to the personalised elements in the professional framework to provide supporting evidence of self-evaluation, professional development and reflective practice. Promoting equality and diversity The Promoting equality and diversity resource offers tools to help you review how well you and your organisation promote equality and inclusion. They will enable you to find new activities and encourage your organisation to fully embrace an inclusive approach to teaching and learning. Individually, use the Equality and diversity pro forma to examine your own practice and your organisation’s approach to inclusion. Next, set up a group CPD session with colleagues to discuss these issues and share ideas about approaches to help improve your practice. In small groups use the prompts in the Help sheet to stimulate discussion. The Help sheet is divided into: what you should know about your learners; the difference between differentiation and inclusion; strategies for teachers, managers and whole organisation approaches; and terms and definitions relating to inclusion. What strategies could you adopt? How can you ensure that you are promoting inclusivity rather than just differentiating between learners? In a CPD activity with colleagues, share ideas for inclusion-based ground rules or ways of modelling acceptable behaviours. Use the resources as a discussion prompt to learn from each other and to agree organisation-wide improvements. Use the information you have gained from using this resource to create an action plan for the coming year. When you have carried out your planned activities, log outcomes and reflections on progress. Encouraging inclusive teaching This seven-page OFSTED document shows how inspectors assess the impact of a school on community cohesion. The General Teaching Council (GTC) website presents research and case studies on inclusion of learners from different religious, ethnic and social backgrounds, plus further ideas for self-reflection and classroom activities around increasing inclusion. These resources will give you valuable background information on experiences in schools in multi-ethnic and multicultural communities, show you what to aim for, and prompt ideas for ways of enhancing inclusion in your organisation. Whilst these resources are school based, they include useful lessons for the learning and skills sector. Discuss with colleagues what is meant by ‘Community cohesion’, remembering that effective community cohesion embraces all strands of equality and diversity. Consider carrying out a survey of cultural diversity within your organisation and the local community, creating a plan for using this data to promote inclusivity. Consider what impact your organisation is making on the community. How could you use co-operative and experiential learning approaches to enable learners to share personal experiences of cultural, faith and race diversity and social exclusion? How can you ensure all learners are included in all activities? How could you  promote inclusion by embedding language, literacy and numeracy? Use the information you have gained from using these resources to create an action plan for the coming year. When you have carried out your planned activities, log outcomes and reflections on progress. Exploring diversity in the classroom This collection of three resources gives you tools and techniques to explore inclusion in the classroom and ensure learners’ needs are accommodated, plus suggestions for your CPD. The QCA Inclusion resource contains guidance and case studies about diversity and inclusion within the curriculum, under headings such as ‘Race, ethnicity and English as an additional language’ and ‘Gifted and talented’. There is also a ‘Respect for All’ audit tool. The Teaching, learning and assessment resource provides a number of downloadable documents including checklists and good practice guides. There is a specific section on ‘Disclosure, Confidentiality and Passing on Information’ which supports dealing with disclosure in a sensitive and effective way. The Making SENse of CPD resource shows how schools are using CPD to meet the needs of all learners including those with special educational needs. Use these resources to audit your practice. Develop curriculum-based activities with colleagues to address inclusion issues relevant to your organisation following the guidance to help you put ideas into practice. Reflect on how well you provide differentiated support, adjustments, access to the curriculum and assessment for learners. What barriers to learning might your learners encounter? How can you use experiential learning to help learners share cultural, religious and other experiences? Use the information you have gained from using these resources to create an action plan for the coming year. When you have carried out your planned activities, log outcomes and reflections on progress.

Popular music essays

Popular music essays Popular music at the moment, reaches many of us through the medium of music videos. There are various types of video channels, such as MTV, VH1, The Box, etc. These video channels now have off-shoot (subsidiary) channels such as; MTV2, MTVBase, VH2, etc. These music video channels exhibit specific music videos. Different bands appear on different music channels. Seven bands that you would find regularly represented across these channels are; (1) Westlife-MTV Liberty X, Westlife and Busted have a general pop appeal. They are aimed at a young, even pre-teenage audience. The Beatles however, is aimed at the middle age group as well as the teenage age group. Besides the bands, there are individual stars who promote the pop-star image for example Britney Spears. Pop-stars have strong cult-followings such as; Groupiesstalkersfans, whole spreads on magazines like HELLO, paparazzi, fan clubs, etc. Different genres of music attract different audiences. Such as; Rap-Youths Different genres promote different stereotypes. These stereotypes reinforce existing beliefs and attitudes. For example, if you are a Christian, you may like Gospel music. Peoples culture is often reflected in their choice of music. In the 1950s, when pop music started, there was little stereotyping. People stereotyped Elvis Presley, The Beatles and Rollin Stones together in the genre Rock n Roll. Now, we wouldnt even dream of stereotyping them together. We would place them into different genres. Now, stereotyping has become an issue in the pop world, if a new pop group comes out, we have to stereotype them into a particular genre. Genres now portray a uniformity. By this I mean, genres have a standardized type of attire (costumes) worn andor objects. Take for example, rappers. Rappers standardized uniform is jogging bottoms and maybe a vest or a t-shirt (depending on the weather). Other examples are; Classical m...

Significance of Minor Characters in a Separate Peace Essays

Significance of Minor Characters in a Separate Peace Essays Significance of Minor Characters in a Separate Peace Paper Significance of Minor Characters in a Separate Peace Paper One of those aspects is Its use of minor characters throughout the book. The books minor characters are what make up a lot of the book. They are the characters that affect and help develop the mall characters, Gene and Finny. The reader Is able to find out how Finny Is able to handle situations when Mr.. Prudhoe confronts Gene and Finny on their dinner absences. You get a better idea of Fannys character when he goes for tea with the head master, Mr.. Patch-Withers, wearing the school tie as a belt. You see how Cheat Douglas affects Genes studying habits when Gene finds the need to try and beat Cheat in school marks. And you also get a deep understanding of Genes emotional side when he runs away from Leper and his flashbacks of being at the military. In the beginning of A Separate Peace, in the summer session at Devon School, there was the substitute dean, Mr.. Prudhoe, who checked up on Gene and Finny at their dormitory to find out why they missed dinner once again. So to avoid any trouble, Finny smooth-talks his way out of the situation by explaining that they were repairing for the draft. This seems Like a fairly unimportant part of the book, but It does show you how Finny handles such situations. Most people would be nervous and not able to come up with an excuse, but Finny is able to quickly and slickly, dissolve the situation. Later in the book, we discover a little bit more of Finny when he gets dressed for tea with the substitute school head master, Mr.. Patch-Withers and uses the Devon School tie as a belt. Finny, using the school tie as a belt indicates boldness and ingenuity and that he doesnt always stick to the rules. Later, when Finny and Gene are actually meeting with Mr.. Patch-Withers, again you see Fannys expertise in handling stressful situations as you see Mr.. Patch-Withers contempt of Fannys inappropriate action. There Is also Dry. Stanhope, who Is the only link between Finny and Gene during Fannys time away with the broken leg. Dry. Stanhope was the one who told Gene about how Finny wont be able to play sports ever again because of the leg injury. With that information, it pretty much changed the way Gene thought of Finny throughout the rest of the book. Later in the book, after Finny falls down the steps of the school hall, further breaking his leg, it was Dry. Stanhope who came for help. He took Finny in his car and drove him to the infirmary. And finally at the near end, it was Dry. Stanhope who broke the terrible news of Fannys death to Gene. This pretty much helped bring the book to its end, and as well help show more of Genes character. There are also the characters in the book who are a bit more involved. When Gene came up with the Idea that Finny was making him do all these activities with him, Just o bring his grades down, Gene became stronger In his studies. At that point, Gene took two factors In his need to excel In school. One was his anger that Finny did that to him and also Cheat Douglas, who was Just as a good student as Gene. And so Cheat had a profound effect on Genes life at that time because his studies at that time were pretty Important. There are also some more important minor characters like Leper and Brinier. Brinier probably brought the most significance to the book, mostly by stirring up further controversy with the whole Finny leg injury incident. In the middle of the book, when Gene comes back from the break, Brinier Jokingly accuses Gene of trying to kill Finny and later on at the near end of the book, Brinier takes Gene and Finny to the schools hall for a mock trial on Fannys fall. Thats where pretty much everything falls apart with Gene and Fannys relationship kind of breaking apart and Fannys cause of death. Leper, like many of the other characters helped further show Genes traits. When Leper asked Gene to come over his house, after Leper had been charged form the army, Leper talked to Gene about his experience. After Leper told Gene about him imaging the generals head replaced with that of a womans, Gene ran away disgustedly. In closing, this book shows how minor characters help develop other characters traits, how they change the major events and minor events as well. Though they have less of a value as the main characters, they do contribute a lot to the whole book. And not only that, it adds something to the book. Can you imagine a book with two characters?

Globalisation and Integration (clothes industry) essay Outline

Globalisation and Integration (clothes industry) essay - Outline Example disinterest, imbalance in the economic structure and downfall of local industries often remain unnoticed in the race of trendiness and fashion craze in the clothes industry (Graziani, 1998). Globalization and integration in the cloth industry has pushed back local manufacturers of textile products and has also augmented the trend of child labor in the development countries (Ramdass & Kruger, 2011). Tough, the evolution of technology and trade liberalism has benefited many companies, but there always remain a darker side of it which should be addressed to make it a truly beneficial industry for small enterprises and individuals too (Graziani, 1998). A common practice today in the cloth industries is the use of media for brand promotion. This is also the fruit of globalization and integration in businesses, which has shown enormous tools to reach the market first. This has increased customer awareness about all latest brands and design in the market and has given more flexibility in customer’s choice. Moreover, companies have been able to market internationally due to the technological enhancement which brings all the people at one common platform (Jan, 2009). The use of billboards’ advertisements and promotion through magazines, and social media gives more hype to the brand name and builds customer motivation. However, the matter of concern arises when the company charges extra to customers for covering their heavy expenditures of marketing and advertisements. Therefore, the same quality of product is then available at much higher prices than its actual cost (Jan, 2009). Taking parallel the rising competition in the market, companies cannot keep a big margin of profit in their textile products and thus chooses ways of child labor and minimal health precautions to reduce their overall expenditures. The term relocation has become very common in the cloth industrial, where a company takes services from developing and low economy countries for cheap labor

Private healthcare vs public healthcare in the US Essay

Private healthcare vs public healthcare in the US - Essay Example Why Universal Healthcare Vouchers Is the Next Big Idea talks about the benefits of private healthcare over public and expresses the opinion that in the nearest future there will be no public health services at all. How will it work He explains: "Every household in America will receive a voucher entitling its members to enroll in a private health plan of their choice. All plans will be required by law to guarantee the basic features of what most Americans now receive from their insurers: doctors' visits, hospitalization, pharmaceuticals, and catastrophic coverage" (Emanuel 2005) Healthcare costs are rising dramatically and as the result the employers have to reduce the benefits offered to their employees because the healthcare expenses are too high. "By 2008, the country will spend more insuring retirees than on defense. By 2020, Medicare will gobble up 5 percent of the GDP" (Emanuel 2005). The private healthcare is not perfect as well. And it should be reformed in the future. Emmanuel is confident that the new system will be much better for several reasons: "First, it should cover every American, no exceptions. Second, it should pay for covering those who are currently uninsured by cutting waste, not by increasing the total amount our country spends on health care. Third, it should hold down the rate of increase of future health-care costs. Fourth, it should give Americans more choice of health plans, not less. Fifth, it should make our economy more productive, not less. Sixth, it should reduce, not expand, government bureaucracy" (2005). Private delivery system, Emmanuel continues, should not be changed and health insurance companies would continue to "contract with physicians, hospitals, rehabilitation facilities, pharmacies and other providers for services to the individuals who enroll in their plans" (2005). Public healthcare is much cheaper for consumers but the government will not be able to handle all payment, especially taking into account the aging baby boomers generation. Mintz does not support the claim that private healthcare provides less and less quality at the higher and higher costs. His opinion on the issue is similar to Emmanuel's and he as well has outlined the system that can make private healthcare more effective and calm down the supporters of public healthcare - "Publicly financed but privately run healthcare for all--including free choice of physicians--would cost employers far less in taxes than their costs for insurance. Universal coverage could also work magic in less obvious ways" (Mintz 20 04). Under the current public healthcare system the healthcare coverage decreases dramatically - fewer people are able to receive the service when they need it. The answer to the problem is more obvious that it might appear - the creation of the universal private healthcare. In the year 2001 the healthcare expenses have "accounted for 13.9 percent of US gross domestic product. (It constituted a much smaller share of GDP in countries with universal healthcare, such as Sweden, 8.7 percent; France, 9.5 percent; and Canada, 9.7 percent.)" (Mintz 2004). The healthcare is becoming to expenses for the employers who are forced to cover the healthcare costs of their employees. Therefore, general managers are losing the competitive advantage to foreign companies in the countries where the universal coverage is introduced. People "do not trust the government with healthcare"

Idea book Article Example | Topics and Well Written Essays - 500 words - 1

Idea book - Article Example I am an iPhone smartphone. Im the latest brand of the latest smartphone in the smartphone world filled with technological gizmos. I am friends with the internet to whom we share a very deep bond of friendship we regularly interact and exchange information. I don’t lie to be on the computer because she is jealous of my relationship with the internet. Teamwork on the social media platforms can be illustrated in various ways, for instance liking a comment or retweeting a post by someone. This shows solidarity with an idea that someone has put forth through the post. The creative process that goes on in my mind before I post a statement, comment or picture has various levels of thought put into them. Firstly, the post has to have context and I for this instance define context to mean it has to conform to the trending topic or if Im commenting on a persons message I have to keep it on the issue we are talking about. Secondly, unless the trend is tragic, I try to make humor about it as much as I can. Third in terms of the photos I post I try to make each unique with a different subject always but always showing the best possible version of myself. The mind map shows a correlation of thoughts, attitudes and principles that are revealed through the various social media platforms. The mind map also gives perspective to all these information, thus making it more credible and fitting to the context in which they are used. Two of my friends are Ann and Julien. Ann is a perfectionist, she likes slow and soulful music, dislikes public transport, her cake is that she likes candy at night and has some before she sleeps. She believes in God and humanity and chooses to see the good in people rather than the bad, the niche id put her in is that of creative friends. Julien is hardworking, he likes hip hop music, especially Jay-Z he doesn’t like lazy people. His quirk is that he studies, best under loud music and as a

Perspective of Aging Paper Essay Example for Free

Perspective of Aging Paper Essay Aging, the process of developing or growing old; the progression of changes in appearance (American Heritage Dictionary, 2007). The role of the media is to educate and inform as well as other masses; the senior population suffers greatly from negative stereotyping than any other age group. Some media outlets portray aging in a stereotypical way relating old age to death or disease. This essay reflects on how older Americans are portrayed through the different media outlets. Television shows and commercial advertisements, news and magazines are three types of media outlets that depict older Americans. Television definitely stereotypes the elderly as it relates to their mental capabilities as well as their physical capabilities. Television shows and movie roles feature senior citizens through a lens of less value placing emphasis on the burdens of growing old. These roles show seniors as passive, weak, simple minded and incapable of doing things on their own and not being able to take care of themselves. For example an older movie called â€Å"The Cocoon† depicts older adults as dying and withering away until they found the fountain of youth and things that was done in their younger years, which now is a memory suddenly becomes everyday fascinations. It is not that seniors cannot function; it is more like they chose not to. Commercials advertise senior ageing creams that get rid of wrinkles all over the body especially under the eyes showing signs of aging while hair dying products gets rid of the unwanting grey; commercials also advertise different medical devices that can help seniors move around better or pick things up from a distance without moving out of their favorite chair. There are various commercials that advertiser life insurance or burial expenses. Another media outlet that depict older adults would be radio through entertainment for example when an older adult fall, they may not be able to pick themselves up and comedians will make a joke out of it with laughter. The media has the power that will allow people to have a preconceived notion to an audience as truth; the media can decide what way of life is acceptable and what is not. Media plays a critical part in shaping and reflecting public opinion. There has been a widespread of negative attitudes about aging in print in such magazines as Time or Newsweek that displays photographs of seniors looking disoriented as if they were lost; given the impression they cannot care for themselves based on the articles content. In closing, The overall impressions that the media offers about the older adult is by emphasizing the vulnerabilities of seniors in such a manner that gives the impression that being old is the thing that we as humans most want to avoid, so beauty creams that are offered that can remove wrinkles, telephones that are made with large face buttons, hearing aids that are sold with the message that you dont know what youre missing are just selling points. Many forms of plastic surgery are supposed to be the remedy for staying beautiful and looking young; Just about anything associated with getting older is portrayed as something people dont want to happen. The unfortunate downside of this barrage of negative messaging about becoming older is that it reinforces the thought that being older is being unwanted and no longer valuable to a fast moving beautiful world of people whose desire is to stay young, fresh faced, attractive and to be old, is to not be a welcome part of this society. Individuals should value the aging process in older adults because it is an unavoidable part of life that has it own special values and can offer so many things to the younger generations no matter what stage of life one might be in. The wisdom and information of the older adult offers a calming confidence to society that beauty does come in many forms and can be expressed in many ways and that it does not have to have a sexy component to it to be beautiful and desirable. The growing numbers of baby boomers in this society is bringing a new focus on how exciting and active the older citizen can be and that the contributions to government, science and entertainment and every facet of life is enriched by those who have lived long lives and are still actively giving back to society in countless ways new and creative views of how beautiful it can be to grow older and be appreciated for who you are and not how old you are. Reference American Heritage Dictionary of the English Language (2007) 4th edition Houghton, Mifflin

Looking at the opening scenes Of Mice and Men. :: English Literature

Looking at the opening scenes Of Mice and Men. The scene opens on George and Lennie's feet running through the grass, the grass is dripping wet with dew and whipping their feet as they run. Their shoes are old and tattered as if they have not been able to afford new ones for a very long time. Through the silence you can hear the beating of Lennies heart, he can sense the fear in George and this makes him panic as well, rapid music gradually joins in with the beating of his heart. The camera slowly drifts up George's body, it is out of focus slightly, as it gets to the face it gradually gets back into focus and you can see the sheer terror on his face. His eyes are moving from side to side, scouting the area for anybody that poses a threat. It suddenly switches to a flashback. We open in the middle of a field , for miles all you can see is red poppies, swaying in the gentle breeze, the camera slowly starts to rotate to show that the field is empty. As it gets back to where it started from a young pretty girl appears, she has a dreamy expression on her face as if she is thinking of something, we are left guessing at what it is. She gently plucks one of the poppies out and tenderly peels off the petal's one by one, while she continues to do this she starts to stroll towards the camera, the camera focuses on Lennie in the distance. There is an expression of curiosity on his face, his eyes are very wide and his head is a little tilted to the side. He starts to walk very slowly towards her; still with the same curious expression upon his face. The music is slow and calm; suddenly Lennie's expression changes it becomes more determined and eager to capture a closer glimpse, his pace picks up and so does the music, it becomes more rapid and dramatic. As soon as Lennie reaches the girl, the music stops, she is humming and gazing up at the sky looking as if she doesn't have a care in the world. You can hear her breathing getting g slow and shallow as Lennie runs his fingers through the soft material of her dress, it slips through his fingers like water. She withdraws a deep gasp of air. The scene changes to a farmyard full of young men , whistling and laughing with each other; suddenly, an ear-piercing scream echoes around the small farmyard, birds fly from all the near by trees, and

John Proctor Essay

Everybody has come across someone who at first seemed like a nice, genuine person, but as secrets from the past come out, opinions change about that person. In the play written by Arthur Miller, The Crucible, John Proctor is a well respected farmer. John is hiding his secrets from his past to protect his reputation throughout the town. John Proctor’s main traits are that he is brave, extreme and dignified. Bravery is a trait that suits John Proctor well. When Proctor tried to convince everyone that the girls were lying, this was an instance of bravery because children were thought of as the vice of god and they were free of sin. Proctor also fought the court trying to keep them from convicting his spouse even though nobody else would dare to do. John says in court, â€Å"I’ll tell you what’s walking Salem, vengeance is walking Salem. We are what we always were in Salem, but now the little crazy children and jangling the keys of the kingdom, and common vengeance writes the law! This warrants vengeance! I’ll not give my wife to vengeance!† Another quality that made him brave was when he confessed to the court that he had an affair with Abigail just to save his life. John says, â€Å"I have known her sir, I have known her.† John Proctor being brave is obvious but he can also be very extreme at some times. An instance of Proctor’s extremity was when he shouted, â€Å"I say – I say – God is dead!† and that he will see all of them burn in hell. That statement implied to the court that Proctor worshipped the Devil and committed perjury. When Proctor tore the warrant issued for the arrest of Elizabeth, it showed his ability to defy the court and in a way his religion because the court was controlled by religion. Keeping Mary Warren from court was extreme because he was keeping her from doing her duty and from feeling important for the first time. Even if one is brave or extreme, this doesn’t mean that they cannot be dignified too. Proctor acted dignified when he tries to please his wife in every way after he admitted to having an affair with Abigail. He did this by doing what she said and not complaining and acting nice and calm. He also exhibits dignity when he signs the confession and then later tears it up. This showed that he cared more about his belief and his name than he did about his life. By not buckling under pressure, Proctor was able to refuse to give into Danforth’s and Abigail’s power of persuasion, which showed a great deal of dignity. John Proctor is a character who seemed like a nice, honest man. But, as his secrets were revealed, we noticed he was a man with a past that he could not erase. John was hung for his crime, rather than destroying his name by the towns people knowing him for his crime.

Mas Strategic Analysis

Strategic Audit Report Strategic Management 313 Unit Index No. 3522 Semester 2, 2011 Malaysian Airlines PREPARED BY: Alfonso Di Tullio Andrew Dellaposta Philip Podgorski Sebastian Michael 14078282 13947899 13949206 14224933 SUBMITTED: 23/09/2011 1 1. 0 Executive Summary The aim of this report is to analyse Malaysia Airline System Berhad (MAS) in regards to its competitive position in the South East Asian (SEA) airline industry, and provide recommendations to help MAS counter the threat of Low Cost Carriers (LCCs). Analysis is limited to the major airlines operating within the SEA airline industry.Firstly, the report begins with an external analysis of the SEA airline environment highlighting significant opportunities and threats. The most notable opportunity is an increased demand for low cost travel in SEA, while the growing market share of LCC AirAsia is an emerging and significant threat. Secondly, an analysis of MAS's internal resources, capabilities and core competencies is carr ied out highlighting significant strengths and weaknesses. MAS? s most prominent strengths are its high brand recognition and reliable MRO facility. However, poor management of costs and high capital intensity prove to be the organisations main weaknesses.Finally, these characteristics are cross matched in a TOWS matrix to develop a number of possible strategies from which an evidence based recommendations are formed. It is recommended that MAS form a corporate strategy to diversify and offer low cost budget air travel as well as existing premium services. This can be achieved by horizontal integration into the related LCC airline segment through the formation of an alliance with existing SEA LCC leader AirAsia via an equity swap arrangement. In support, MAS shall also divest its fledgling LCC subsidiary Firefly.This strategy will counter the growing threat of LCC AirAsia while also providing the benefits of economies of scope/scale, transfer of core competencies and infrastructure sharing, and thus help MAS create and sustain a competitive advantage in the SEA airline environment. 1 Table of Contents 1. 0 2. 0 3. 0 4. 0 Executive Summary †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. 1 Introduction †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.. Malaysian Airlines – Main Strategic Issues †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. 5 Malaysian Airlines in the SEA Environment †¦Ã¢â‚¬ ¦ †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.. 7 4. 1 General Environment Analysis †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. 7 4. 1. 1 Political Environment †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.. 7 4. 1. Economic Environment†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚ ¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.. 8 4. 1. 3 Socio-cultural Environment †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.. 9 4. 1. 4 Technological Environment †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.. 9 4. 1. 5 Environmental Environment †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦ 10 4. 1. Legal Environment †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.. 10 4. 1. 7 Summary †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦ 11 4. 2 Industry Environment Analysis †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. 11 4. 2. 1 Threat of new entrants †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦ 12 4. . 2 Threat of Substitutes †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. 13 4. 2. 3 Intensity of Rivalry†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.. 13 4. 2. 4 Bargaining power of buyers †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.. 13 4. 2. 5 Bargaining power of suppliers †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦ 4 4. 2. 6 Summary †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦ 14 4. 3 Competitors En vironment Analysis†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.. 15 4. 3. 1 Scope and Methods of Analysis†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. 16 4. 3. 2 Strategic Group Map †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.. 17 4. 3. AirAsia : LCC Competitor analysis †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â ‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.. 20 5. 1 Capabilities†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.. †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. 23 5. 2 Tangible Resources †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.. 24 5. 2. 1 Financial Resources †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã ¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦ 24 5. 2. Organisational Resources†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. 25 5. 2. 3 Physical Resources †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.. 25 5. 2. 4 Technological Resources †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.. 26 5. 3 Intangible Resources †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.. 26 5. . 1 Human Resources †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. 26 5. 3. 2 Innovation Resources †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚ ¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.. 26 5. 3. 3 Reputational Resources †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. 27 5. 4 Core Competencies †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦ 7 5. 4. 1 VRIO †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â ‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦ 28 5. 0 Malaysian Airlines Resources and Capabilities †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. 23 6. 0 6. 1 6. 2 6. 3 6. 4 6. 5 Possible Strategies†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦ 29 SO Strategies †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦ 1 WO Strategies †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢ € ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. 32 ST Strategies †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦ 33 WT Strategies †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. 33 Recommendation †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚ ¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦ 4 7. 0 8. 0 Conclusion †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. 36 References †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. 37 2 2. 0 Introduction In the highly competitive airline industry, airlines must constantly analyse and re-evaluate the ir competitive environments in order to devise strategies that create and sustain a competitive advantage (DataMonitor 2009).This report analyses Malaysia Airline System Berhad (MAS) in regards to its competitive position in the South East Asian (SEA) airline industry, with emphasis on countering the threat of Low Cost Carriers (LCCs). An analysis of the external and micro external environment will be conducted followed by an analysis of MAS's internal resources, capabilities and core competencies. By doing so, the report will uncover the current strengths, weaknesses, opportunities and threats of MAS, and offer evidence-based recommendations that aim to counter the threat of LCCs and ensure MAS's profitability in the SEA airline industry.A graphical overview of the report structure and the analytical tools used is depicted in Figure 1 on the next page. 3 Current MAS Strategic Issues External Environment PESEL Framework Micro-External Environment Porters Five Force Model Strategic G roup Map Analysis Porters Framework for Competitive Analysis Internal Analysis VRIO Analysis Opportunities and Threats Strengths and Weaknesses Strategy Formulation TOWS Framework Recommendations Figure 1. Report Graphical Overveiw 4 3. 0 Malaysian Airlines – Main Strategic Issues Malaysia Airline System Berhad (MAS) is a Malaysian-government owned airline with an active fleet of over 100 aircraft.Operating in a traditional hub-and-spoke configuration, MAS flies approximately 50,000 passengers daily to and from its two Malaysian home bases in Kuala Lumpur and Kota Kinabalu (Malaysia Airline System Berhad n. d. ). MAS's roots date back to 1947 where it operated as a charter airline as Malayan Airways Limited. By the 1960's, a reduction of operating costs through technology and global economies of scale allowed the airline to offer single tickets to the general public at an affordable price, bringing about rapid expansion (Thomas 2007).By the 1980's, it had expanded to providin g longhaul flights with the aid of an economic boom in Malaysia. MAS experienced two periods of unprofitability in 1997 and 2005 but recovered primarily through aggressive route rationalisation (cutting unprofitable routes) (White 2006). By 2006, MAS only flew only 19 domestic flights compared to 118 in 2003 (Airline Business, 2006). This lack of domestic flights and market liberalisation opened the Malaysian domestic market to Low Cost Carrier (LCC) AirAsia, which took over many of MAS's unprofitable routes with discount airfares, via its low cost operating model.By 2007, AirAsia had rapidly expanded to include regional and international routes while maintaining an emphasis on low operating costs at every level, thus becoming a significant threat to MAS's profitable routes (Poon et al. ). 5 Yearly Profit Before Tax (PBT) of Selected Airlines in SEA 1500 Currency in Millions of Malaysian Ringgits 1000 500 MAS Air Asia JetStar -500 0 -1000 MAS Air Asia JetStar End of 2007 526. 6 554. 4 End of 2008 262. 3 -880. 5 244. 744 End of 2009 491. 8 592 327. 084 End of 2010 282 1,104. 60 409. 836 Figure 2: (BusinessWeek 2011a; BusinessWeek 2011b; Qantas 2010; Qantas 2009)Figure 2 depicts the yearly profit before tax (PBT) of LCCs AirAsia and Jetstar, and MAS since 2007. Following heavy investment in 2008, Air Asia was expected to grow rapidly at the expense of MAS as it continues to apply its low cost model to more routes that MAS already covers (Poon et al). By the end of 2010, this trend was already evident and will likely continue. MAS can no longer ignore the threat of LCCs. MAS must seek out new competitive advantages through a decisive set of strategies that capitalise on its internal strengths, minimise its weaknesses, capture industry opportunities and manage its macro-economic challenges. 4. 0 Malaysian Airlines in the SEA Environment External analysis of MAS will focus on the general, industry and competitor environment of the company. This analysis will lead t o the identification of the main opportunities and threats facing the organisation. 4. 1 General Environment Analysis Through the use of PESTEL analysis, the general external environment is analysed in order to find factors that will most likely affect MAS. 4. 1. 1 Political Environment The political situation within Malaysia is fundamentally focused on the country? s economic growth.The government has intervened within the Malaysian economy in order to stimulate economic growth so as to improve the living standards of the poor (Boyle 2011). However such noble standing has backfired as political suspicion has risen as to whom mainly benefitted (Boyle 2011). As a result Malaysia has become a dangerous place for tourists to visit as rallies and activist marches are common. Recently 50,000 people have protested in a rally with the police force quelling the march with tear gas and water cannons. Many were arrested and charged with „war against the king? (Boyle 2011).This unrest wi thin Malaysia could affect tourism and the airline industry. 7 4. 1. 2 Economic Environment The economy of Malaysia had grown since its independence in 1957, becoming a main exporter of certain resources such as tin, rubber and oil (Thomas White 2010). With Malaysia? s reliance on the exportation of goods overseas, the economy had thrived and expanded. Malaysia seeks to transform its production from agricultural to industrial through the establishment of information technology and research and development bases. This will encourage skilled workforces and stronger technology, a movement known as the „knowledge economy? Thomas White 2010). This venture into knowledge economy displays opportunities for great improvement in technology and skills within the labour force. However, the recent global financial crisis has affected the export trade which Malaysia had heavy reliance on to support the economy (Thomas White 2010). The decline in overseas demand was a major blow to the grow ing Malaysian economy and caused problems for industries within the country. Khazanah Nasional or „National Treasury? translated into English, is the main investment arm of the Malaysian government that has piece of almost every local corporation within the country.This is significant because Khazanah Nasional holds equity in AirAsia as major shareholder and has 70 percent stake invested within MAS (Stock Market Reviews 2011). This means that the local Malaysian government has a „golden share? of MAS making it the largest shareholder to the business and exerting considerable power over MAS. This is similar to Malaysian government intervention in the economy. 8 4. 1. 3 Socio-cultural Environment Malaysia is a country with diverse ranges of ethic cultures from Chinese, Malaysians and Indians.Through a history of unrest between the multi-cultured society, Malaysia has reached some means of harmony however, racial discrimination still seethes (Thomas White 2010). The various religions and culture diversity is a rare sight that attracts tourists. Despite the multi-cultured country, there is still cultural conflict in the country in respect to the Malaysia people. The unrest is caused due to the negligence of the Malaysian government in civil liberties and certain human rights issues which in turn has caused political instability (Anwar 2010).There are numerous ethnic groups to manage in Malaysia and many feel discriminated or cheated by the Malaysian government. 4. 1. 4 Technological Environment In terms of technology, airlines within Malaysia are either enhancing customer experiences through new modes of communications or reducing operation costs from upgrading of aircraft. Constant innovation is always encouraged in this changing environment to ensure survivability. In order to keep up with the growing competition in the airline industry, MAS has upgraded technology and operating processes.New check-in technologies such as automated kiosks and mobile, self-service terminals have been introduced to enhance consumer interactions and workforce productivity (Malaysia Airlines 2011). Modifications to aircraft are ongoing and encouraged. Following price increases in aircraft fuel, the airline industry has modified aircrafts to be more fuel-efficient in order to avoid increasing operating costs while supporting the green revolution. Reductions in the airline industries carbon 9 footprint are achieved through CO2 standard engines and an abundant supply of palm oil biofuels (Association of Asia Pacific Airlines 2010).This new green technology suggests that airlines will successfully manage increasingly strict regulations surrounding carbon emissions. 4. 1. 5 Environmental Environment Environmental issues within the airline industry have grown even stricter with the notion of climate change and a green revolution. The tropics of South East Asia already experience severe outbreaks of fire due to warmer climate and the use of forest burning to clear land presents a problem (Wong-Anan 2009). The increase in fires results in smogs over major cities presenting visibility problems for aircraft and potential health hazards for citizens and tourists.The aviation industry has begun a unified strategy in addressing climate change developed during the UNFCCC Conference in Copenhagen in December 2009 (Association of Asia Pacific Airline 2010). The strategy aims to reduce the carbon footprints of aircraft through fuel-efficient planes, CO2 standard engines and a cap on carbon emissions (Association of Asia Pacific Airline 2010). In regards to restrictions introduced to combat climate change, Malaysia has begun a shift in the reliance of fossil fuels to cleaner alternatives.When the price of fossil fuels rose, countries within South East Asia began investment in bio-fuels, with Malaysia approving over 5 million tons (Shameen 2006). The many large plantations of palm oil trees in Malaysia is a valuable natural resource to assist i n the shift to bio-fuels from fossil fuel. 4. 1. 6 Legal Environment A recent development that could affect the airline industry in Malaysia is a plan to increase aircraft landing charges by 30% and parking charges by 60% from September 15, 2011 (Nambiar 10 2011). The price hike would systemically increase the prices of airfares due o increased operating costs. For example, international passenger fares would increase by RM65 (Nambiar 2011). The significant rise in prices could discourage international and domestic air travel. Analysts suggested that the increase in airport taxes may not deter international customers as significantly as the low cost carrier travellers, a concern for domestic travellers (The star online 2011). Within the SEA airline industry, one of the main issues surrounds the ethics of an aesthetic, sexualised and emotional labour force.The notion of a perfect flight attendant has been those of females of specific size, weight and beauty (Speiss and Waring 2005). This leads to ongoing problems surrounding sexual discrimination in the labour force and legal challenges. 4. 1. 7 Summary In summary, opportunities exist to reduce the carbon footprint of the airline industry in Malaysia by using alternative biofuels and more technologically advanced aircraft. Despite that, there are threats due political turmoil, increasing operating costs and labour relation issues. 4. 2 Industry Environment AnalysisOne widely accepted method of analysing the micro external environment is Porter's Five Forces Model. Developed in 1979, it provides a framework for analysing the level of competitive intensity and thus attractiveness of a market (Grant et al. 2011). 11 4. 2. 1 Threat of new entrants Siegfried and Evans (1994) argue that that there are two types of entry impediments. Structural barriers which exist due to natural characteristics of the industry and behavioural barriers which originate via intentional discretionary conduct by incumbent firms.Perhaps th e strongest structural barrier that exists in the airline industry are high capital requirements which provide incumbents a natural absolute cost advantage over entrants in the short run. This is empirically supported by Dunne and Roberts (1991), and Chappell, Kimenyi & Mayer (1992) which found that high capital intensity industries such as airlines have significantly lower entry rates. This barrier is however mediated by the prospective firms cost of capital and thus dependent on economic conditions such as interest and exchange rates.This suggests that relative to other industries, the airline industry has a significantly lower capital barrier during a global boom due to its high capital intensity nature. One behavioural barrier that MAS itself perpetuates is brand recognition and customer loyalty via the generation of customer delight. Brand loyalty increases a customer's psychic switching costs. Ong and Tang (2010) found that customer loyalty to MAS is higher in the internationa l route markets as customers tend to place a higher priority on price on shorter routes at the expense of loyalty.Among other reasons, Air Asia capitalised on this weakness in order to successfully enter the market in 2001. MAS also has an operational unit cost advantage over new entrants via the learning curve effect. Through over 60 years of experience, MAS holds knowledge, skill and stakeholder contacts that new entrants will need to acquire. 12 4. 2. 2 Threat of Substitutes For MAS, close substitutes only exist for domestic routes in the form of buses, boats and personal automobiles. However, such substitutes are perceived inferior in terms of convenience and only marginally superior in price (O'Connell and Williams 2005).Furthermore, domestic routes only make up 15% of revenue. Consequently the threat of substitute products can be seen as low. 4. 2. 3 Intensity of Rivalry With the advent of nearby regional-route low cost carriers such as Air Asia and a significant amount of agg ressive international carriers such as Singapore Airlines and Thai Airways, rivalry and price competition on all routes is high. Although airlines attempt to distinguish themselves through means other than price, most buyers still indicate that price is their primary factor in choice (Ong and Tang 2010). This leads to intense price wars.For instance, in the mid 2008 low season, MAS attempted to match Air Asia by offering cost-price fares (Grant et al. 2011). As many costs are fixed, the profitability of individual airlines is determined by efficient operations and favourable unit costs. As airlines are a naturally high capital intensity industry, airlines need to constantly be using their capital (airplanes) to maximum capacity. During periods of poor economic performance, price competition increases even further in an effort to remain operationally efficient due to reduced demand since leisure air fares are price elastic. . 2. 4 Bargaining power of buyers In the airline industry, c onsumers have high buying power for several reasons. Firstly, as supported by Shaw (2007), leisure customers are likely to spend the majority of their travel budget on airfares and thus are sensitive to changes in price. Secondly, customers do not strongly differentiate between airlines. Thirdly, the widespread availability of air fare comparison search 13 engines strongly reduce information-search costs due to an abundance of relevant accessible information.In addition to low switching costs, these factors induce the customer into dissonance-reducing buying behavior. Customers can change airline firms with little consideration. Recognising this, some airlines such as MAS have attempted to lower the bargaining power of buyers through the introduction of frequent flyer programs. 4. 2. 5 Bargaining power of suppliers The capital-intensive nature of the industry largely originates from the need to purchase relatively-expensive aircraft that are essential for any airline to exist.Aircra ft are purchased from a market that is a near-duopoly consisting of Airbus and Boeing. This low concentration of suppliers relative to buyers, coupled with its business-critical nature leads to an industry where suppliers have strong bargaining power. Indeed, this bargaining power is so strong that Boeing, MAS's primary aircraft suppliers, have complained of constant excessive demand with backlogs for some of its aircraft orders stretching to 2019 (International Business Times 2011). Furthermore, it is near-impossible for an airline firm to vertically ntegrate its aircraft purchases due to extremely high entry costs in the form of very large capital requirements and a high learning curve. 4. 2. 6 Summary In summary, it can be concluded that the SEA airline market is moderately attractive. Strong supplier and buyer bargaining power along with strong rivalry within existing firms restrict MAS's profit margins. However, high barriers of entry and a low threat of substitutes suggest tha t the number of competitors (or competitive goods) will likely not significantly increase. 14Furthermore, these factors also suggest that in the long-term, demand for airline travel will increase due to a shortage of viable substitutes and population growth. Figure 3: Adapted from Porter (1980) 4. 3 Competitors Environment Analysis To understand how competitors within the SEA airline industry create a competitive advantage, a Strategic Group Map will be formulated in order to analyse how airlines form groups based on the strategies they have adopted. Following this, an analysis of the most significant competitor derived from the strategic group map will be undertaken using Porters Framework for competitor analysis. 5 4. 3. 1 Scope and Methods of Analysis Malaysian Airline Systems (MAS), the national airline carrier of Malaysia, is located in SouthEast Asia with a population of 600 million (ASEANstats 2011). Air travel within the ASEAN region alone accounted for 36% of MAS? s passeng ers in June 2011 and is predicted to grow significantly (Malaysian Airline System Berhad 2011). Based on this, competitive analysis will be limited to the major Low Cost Carriers (LCC? s) and Network Airlines based in this region, as listed in Table 1.Airline Air Asia Indonesia Air Asia Thailand Air AsiaX AirAsia Firefly Garuda Indonesia Jetstar Lion Malaysian Airways Nok Air One to Go Singapore Airways Thai Airways Tiger Airways Country Indonesia Thailand Malaysia Malaysia Malaysia Indonesia Singapore Indonesia Malaysia Thailand Thailand Singapore Thailand Singapore Associated Carriers AirAsia, Air Asia Thailand, AirAsiaX AirAsia, Air Asia Indonesia, AirAsiaX AirAsia, Air Asia Indonesia, AirAsia Thailand AirAsiaX, Air Asia Indonesia, AirAsia Thailand Malasian Airlines Qantas Firefly Thai Airways Tiger Airways Nok Air Singapore Airways Type of CarrierLow Cost Low Cost Low Cost Low Cost Full Service/Network Low Cost Low Cost Full Service/Network Low Cost Low Cost Full Service/Network Full Service/Network Low Cost Table 1: Major South East Asian Airlines (Zhang 2009) 16 4. 3. 2 Strategic Group Map As described by Porter (1980), a strategic group map aims to identify a cluster of companies within an industry that implement similar strategies. Two key strategic variables are selected for the airline industry and its competitors are plotted on a quadrant according to these variables to help identify the strategic groups (Grant et al. 2011).One of the strategic issues to be addressed in this report is the threat of low cost carriers to full service carriers such as MAS. A key characteristic of LCC? s is the basic services offered on board flights versus the many included services offered by the full service network carriers (Damuri and Anas 2005). Based on this difference, one of the variables selected for the strategic group map will is the „level of service? offered by an airline shown on the (Y) axis. The geographical range in which relevant airlines operat e has been selected as the second variable, used on the (X) axis of the strategic group map.This ranges from domestic, regional (within SEA), through to international long haul for the identified airlines in Table 1. A strategic group map has been formed (see Figure 4 on next page) to display the position of each major SEA airline along the strategic variables of level of service and geographical range 17 Figure 4 18 Analysis of the strategic group map (Figure 4) identifies four distinct strategic groups within which airlines adopt similar strategies based on the variables chosen: 1. Domestic LCC 2. Regional LCC 3. International long haul LCC 4.Network Full service carriers The following conclusions can be drawn from observations of the Strategic Group map. ? As shown in Table 1 some of the LCC airlines within these strategic groups are subsidiaries of the Network carrier airlines. They are engaged in the LCC and the full service segments. For example, in 2007 MAS created a fledglin g wholly owned domestic LCC called Firefly (Firefly 2009). ? By definition MAS has similar strategies to those airlines within its strategic group and as such faces the most intense rivalry from them.Each of the airlines within this group has similar capabilities such cargo, engineering and ground handling services. ? MAS also face direct competition from other strategic groups. Malaysian based airline AirAsia and its subsidiaries span all the strategic groups that employ a LCC strategy on domestic, regional and some long haul routes. ? Within the International „Long haul LCC? strategic group AirAsiaX is the only airline competing. This clearly gives them a competitive advantage and perhaps threatens some of the Network carriers long haul market.Philip Lim (2011) from the Taipei times reports that since recent tough economic conditions there has been a substantial swing of business travellers to LCC? s in the long haul travel segments. New entrants, may also judge this strateg ic group as an attractive segment due the low rivalry. 19 Form a corporate level it is clear that MAS? s main competitors within the South East Asian airline industry are SIA, and Thai Airways. However the focus of this report is to analyse how MAS is to counter the threats of low ost competitors. AirAsia? s Malaysian base and breadth over all LCC strategic groups highlights that they may also be a more relevant, threatening and emerging competitor. This is supported by Thomas (2007) who notes that AirAsia has captured over 50% of Malaysia? s total air travel market. Based on these findings it is pertinent to undertake a brief competitor analysis of AirAsia in order to gain a deeper understanding of their activities. 4. 3. 3 AirAsia : LCC Competitor analysisBased on the observations of the strategic group analysis, an analysis of Malaysian airlines main LCC competitor, AirAsia will be undertaken using „Porters Framework for competitive analysis? (Grant et al. 2011). The framew ork focuses on analysing an organisations Strategy, Objectives, Assumptions and Resource capabilities in order to understand and predict competitors behaviour. Focusing on AirAsia, each of these aspects is explored. AirAsia – Strategy AirAsia has subsidiaries in all the LCC strategic groups such as AirAsiaX, AirAsia Thailand, & AirAsia Indonesia.AirAsia competes with smaller LCC? s and also Large International Network carriers. Air Asia? s annual report (2010) highlights that the Organisation implements the following 5 Strategies in order to gain a competitive advantage. 20 1. Low Fares – No Frills ? ? No frequent flyer programmes or airport lounges Choice to purchase in-flight services 2. High Aircraft utilisation ? ? High frequency flights High turnaround of flights 3. Point to point network ? All flights are non-stop. Does away with resources at transit locations. 4. Convert Fleet to more reliable and efficient aircraft. Complete fleet of A320? s. This homogeneous f leet reduces maintenance costs. 5. Safety First ? World standard maintenance of fleet by reputable provider (Luftansa). AirAsia – Objectives The organisations goals are as follows ? ? ? To continue to be the Lowest cost airline in every market it operates within High margins Sustainable growth It can be seen in the Table 2 (next page) that AirAsia has grown remarkably since 2007 across all significant measurables. It has also won the Skytrax „Worlds best low cost airline? award for the last 3 years (SYTRAX 2011). 21For the year ended 30 June 2007 Revenue [Ringit Millions] Total Assets [Ringit Millions] Profit before Tax [Ringit Millions] No of Passengers Carried Group Fleet Size No of Employees No Routes Served R1,603. 00 R4,779. 00 R278. 00 8,737,939 54 2,924 75 For the Year ended 31 December 2010 R3,948. 00 R13,240. 00 R1,099. 00 16,054,738 90 4,702 132 Percentage increase since 2007 to 2010 146. 29% 177. 05% 295. 32% 83. 74% 66. 67% 60. 81% 76. 00% Table 2: Air Asia Group Recent Performance (AirAsia 2010) AirAsia – Assumptions In AirAsia? s 2010 Annual report the organisation made a number of assumptions about the airlines operating environment.Firstly, global economic conditions are set to improve and secondly demand for air travel in the SEA region is predicted to rise substantially. However oil prices are expected to continue increasing, putting further pressure on operating costs and political uncertainty in the Middle East may continue to cause further disruptions to flight services. AirAsia – Resources and Capabilities One AirAsia? s main strengths and key to its success is quoted by Poon and Waring (2010, 203) as the , â€Å"†¦forensic management of costs†¦closely monitored on a daily basis†.This focus has come from the strong leadership of the group CEO Tony Fernandes who monitors costs daily in order to find ways to deal with any issues. 22 Another strength of AirAsia lies in the creation of AirAsiaX to c ompete in a new strategic group of low cost long haul services. As described by Wensveen and Leick (2009), this is a new competitive environment that creates a bridge between various short-haul LCC? s across the globe. Perhaps opportunities exist for of LCC? s around the globe to form alliances to compete with the network carriers.AirAsia has no aircraft maintenance repair or overhaul (MRO) facilities of its own. MRO is a key element of AirAsia success as it provides safe and reliable aircraft. As described by Rieple and Helm (2008) leaving this to a third party could be risky as AirAsia is not in direct control of these activities and is subject to market forces in relation to the cost of these services. With a growing fleet this could be interpreted as a weakness and competitive disadvantage compared to the major network carriers such as MAS, SIA and their low cost subsidiaries who all have their own MRO facilities. . 0 Malaysian Airlines Resources and Capabilities The internal an alysis of MAS will focus on the organisations resources and capabilities that help it gain a competitive advantage. This analysis will lead to the identification of the main strengths and weaknesses of MAS. 5. 1 Capabilities Capabilities, put simply, are the integration and collaboration of individual resources to reach a desired outcome (Grant et al. 2011). Capabilities are a combination of both tangible and intangible resources. By analysing a company? capabilities, we can deduce both the core competencies and competitive advantages that the company may possess. A competitive 23 advantage may lie within a company? s capabilities if they are not easily replicated (Grant et al. 2011). The below table represents MAS capabilities based on the resources mentioned below: Functional Area Management Capability Forward Thinking Clear Objectives Resources Business Turnaround Plan 1+ 2. Transparent information sharing. Skilled Managers. Innovative programs. Awards, Customer Loyalty, Recognis able, Various advertising mediums.Skilled Technicians, trusted supplier materials. Revered History, Government co-operation, strong supplier support, strong government links, open communication channels, innovation, employee knowledge Marketing Manufacturing Organisation Quality Customer Service Brand Recognition Differentiation High Quality Products Product Range Strong Network R Strong CSR Development Table 3 5. 2 Tangible Resources 5. 2. 1 Financial Resources MAS have several shareholders. „Penerbangan Malaysia Berhad? is the majority shareholder with a 52. 0% stake of MAS. The second-largest shareholder is „Khazanah National? which holds 17. 33% of the shares. Foreign shareholders make up 5. 13% (Grant et al. 2011). Up until December 2008, MAS had shrunk its operations for the tenth consecutive quarter (IntellAsia 2008). MAS? officials identified that increasing maintenance, repairs costs, an increasingly inefficient route network, higher staff costs and escalating fuel prices and increasingly inefficient route networks as reasons for the financial losses (Scribd 2011). The 24 introduction of the BTP has helped MAS deal with the financial issues, increased competition and government intervention (Grant et al. 011). 5. 2. 2 Organisational Resources The introduction of the BTP (Business Turnaround Plan) in 2006 and its successor the BTP2 in 2008 was implemented to regain profitability after 10 consecutive quarters of negative profit. MAS profit of RM 493 Million in 2009 (Grant et al. 2011) can be largely attributed to the success of the BTP. MAS has been able to successfully implement its private MRO (maintenance, repair overhaul) department which has reduced costs and increased both effectiveness and efficiency simultaneously (The Financial Express 2008).In 2008 MAS expanded their partnerships with other airline organisations such as Singapore Airlines, Air Mauritius and Silk Air. Also in 2008, MAS and Etihad Airways, two opposing competitors, signed a „code share agreement? to enhance their networks respectively (Etihad Airways 2008). In 2009, MAS once again expanded its network by signing a code share agreement and frequent-flier partnership with low cost carrier Jet Airways. This agreement increased passenger traffic between Malaysia and India (The Economic Times 2009) 5. 2. 3 Physical Resources The headquarters of the airline is in Kuala Lumpur, Malaysia.In total, MAS has approximately 19,000 employees (Airfleet 2010). MAS has the capability to use 100 routes globally. MAS has over 70 offices worldwide, which again displays its strength in its exceptional customer service (Airlines Information 2011). As of 2010, MAS has 12 A330 Airbus? s, and a fleet of 68 Boeing Aircraft, and 42 Boeing freighter aircraft. The MAS fleet comprises of 109 aircraft. (Airfleet 2010) 25 5. 2. 4 Technological Resources MAS source its aircraft from the two most reputable aeroplane manufacturing companies in the world, Boeing and Airbus (Ahmed , 2010).By using these two companies as suppliers, MAS leads customers to believe that they use only the safest and highest quality parts when assembling their fleet. 5. 3 Intangible Resources 5. 3. 1 Human Resources MAS have been able to identify and employ highly skilled and capable workforce, which has been illustrated by the array of awards MAS has received. With pilots, engineers and technicians in particularly high demand globally (Pearson, 2008), MAS will have to offer a number of incentives and strategies to keep the most suitable workforce possible. MAS customer service has always been revered.Continual awards and recognition are testament to this MAS has received the award of best cabin crew in the world 8 times since 2000 (Skytrax World Airline Awards, 2010). Customer service in the airline industry is a major factor to be considered when customers choose which airline to fly with. 5. 3. 2 Innovation Resources MAS have implemented a number of new strategies to sug gest it is a creative and innovative company. The introduction of the „Everyday Low Fares? policy in 2008 meant that MAS matched the lowest prices of its competitors, mainly Air Asia.Although this severely cut profit margins, it 26 was able to offer 1. 3 million „zero? fares, and most importantly, MAS were able to price match Air Asia (Grant et al. 2011). In what has been described as a „pioneering? move, MAS has introduced the ability for customers to be able to check into their flights via the social networking website of Facebook. Malaysia Airlines is currently the only airline in the worldwide to have such a feature available (Cnet Australia 2011). 5. 3. 3 Reputational Resources Throughout the organisation? s history, MAS has enjoyed strong brand recognition.MAS places a heavy emphasis on customer service and can boast about being one of only six international airlines to be awarded a „5-Star? Rating (Grant et al. 2011). Other significant awards include t he „Phoenix Award? for businesses undergoing a life changing transformation and magazine „Aviation Week ranking MAS as the 2nd best full service carrier globally (Skytrax World Airline Awards 2010) . With this reputation, customer loyalty is increased. These loyal customers are crucial to the success of any organisation, as they will often exclusively only use MAS. . 4 Core Competencies The core competencies of a company have been defined as â€Å"activities that an organisation performs better than its other internal activities and that are the most critical to competitiveness and profitability† (Business Dictionary 2011). By extracting and reviewing the core competencies of any organisation, competitive advantages and the strengths of MAS can then be identified. By using the „VRIO? model (Valuable, Rare, Costly to Imitate, Substitutable), we can then extract the strengths and weaknesses of MAS. 27 5. 4. VRIO RESOURCES AND CAPABILITES VALUABLE RARE COSTLY T O IMITATE NONSUBSTITUABLE Brand Recognition High R Spending Clear Objectives Quality Customer Service Forward Thinking High Quality Products Strong Network Product Range Strong CSR Development Yes Yes Yes Yes Yes No Yes Yes Yes Yes No No Yes Yes Yes Yes Yes Yes Yes Yes Yes Yes Yes Yes Yes Yes Table 4 No Yes Yes Yes No Yes Yes Yes No Yes 28 6. 0 Possible Strategies Following external and internal analysis of MAS, prominent strengths, weaknesses, opportunities and threats can be identified.These elements have been plotted into a TOWS matrix as shown in Table 5 on the next page, in order to link these characteristics and facilitate the formation of strategies that may aid the organisation resolve the intended strategic issues outlined in this report. (Weihrich 1982). 29 Strengths 1. High Brand Recognition 2. Strong learning curve advantage 3. Superior Customer Service 4. 5. 6. Clear Positioning Strong Route Network Reliable MRO subsidiary with proven record Opportunities 1. Increasing demand for low cost travel in SEA 2. Low rivalry in the longhaul LCC strategic group 3.Availability of new technology: biofuels to reduce fuel costs 4. Availability of newer more fuel-efficient aircraft SO 1. O1+O2+S1+S2+S4 Form alliance with a LCC to satisfy demand for market segments which prefer low cost over full service while maintaining the existing premium brand and positioning O1+O2+S2 – Expand and intensify Firefly operations in the SEA area O3+S6 – Leverage reliable in-house MRO to retrofit existing aircraft with biofuel Weaknesses 1. Government Golden Share: Socioenvironmental obligation to Malaysia 2. Poor Cost Management 3. High capital intensity WO 1.O2 + W3 – Shift underutilized aircraft to the Low cost/long haul segments to improve returns on capital. O3 + O4 + W1 – Use modern fuel efficient aircraft and biofuels to reduce carbon footprint to satisfy government social responsibility obligations 2. 2. 3. Threats 1. LCC? s are increasingly providing long haul services that compete with MAS 2. Continuing global economic uncertainty is increasing the attractiveness of long haul LCC? s such as AirAsiaX 3. High rivalry is further increasing from network carriers and low cost subsidiaries 4. Buyers and suppliers have increasingly higher bargaining power 5.Airports are continuing to increase landing and parking prices in a market with few alternatives 6. Malaysian labour legalisation may raise labour overhead costs. ST 1. S1+S3+S5+T2+T3 – Develop promotional campaign to emphasise safety, a proven track record and customer service awards are worth the premium S1+S3+T4 – Leverage customer service awards and brand recognition to further develop loyalty programs to decrease buyer bargaining power WT 1. W2+T1 – Shift focus from differentiation to cost leadership (similar to AirAsia) W1+T6 – Lobby Malaysian government to reduce social obligation and improve flexibility . 2. Table 5: MAS – TOWS A nalysis 30 Described below are the strategies developed from TOWS matrix that will aid MAS in achieving a competitive advantage. 6. 1 SO Strategies Form alliance with a LCC to satisfy demand for market segments which prefer low cost over full service while maintaining the existing premium brand and positioning The airline industry can be can be behaviourally differentiated into two broad segments; those consumers which place a high importance on the price of air fares above all else, and those are who are willing to pay more for premium service (Kotler et al. 010). By forming an alliance with an established existing LCC, MAS will be able to maintain and capitalise on its existing premium brand and learning curve advantage in the full-service industry whilst satisfying increasing demand for low-cost air fares in SEA (O? Connell and Williams 2005). Furthermore, establishing an alliance will ensure that each firm will be able to focus on their core competencies and established customer base by maintaining their current positioning.Expand and intensify Firefly operations in the SEA area Firefly, MAS's wholly-owned subsidiary, currently operates a small amount of domestic and regional routes (Firefly, 2011). To capitalise on increasing demand for low-cost air fares, MAS could expand and intensify Firefly's operations to cover more of the SEA region. Such a complete dual-brand strategy, as first introduced in the SEA region by Qantas/Jetstar, would essentially see Firefly compete with MAS, except that it will target the more price-conscious segment (Sandilands, 2009).MAS would be able to maintain its high brand recognition for its premium services whilst building Firefly's existing brand and experience in the LCC industry. 31 Leverage reliable in-house MRO to retrofit existing aircraft with biofuel MAS's owns an award winning reliable maintenance-repair-operations division that could be utilised to lower fuel costs by retrofitting existing aircraft with bio-fuel tec hnology (Grant et al. 2011). Bio-fuel as resource will likely be comparatively inexpensive for MAS as Malaysia has booming palm oil business from which it can produce bio-fuel from (Shameen 2006). . 2 WO Strategies Shift underutilised aircraft to the low cost/long haul segment. The airline business is capital intensive and MAS uses a large portion of its capital to purchase expensive machines compared to its labour costs. When these machines lay idle or are underutilised they can drastically increase costs for the airline (Wensveen 2009). Low rivalry identified by the strategic group map in the low cost/long haul segment could be an opportunity for MAS to diversify and shift underutilised aircraft into this new segment to increase aircraft utilisation.Use modern fuel efficient aircraft and bio-fuels. The governments golden share of MAS allows the Malaysian government to put internal pressure on the MAS board to uphold social and environmental responsibility obligations to Malaysia. Malaysia has booming palm oil business that could be used to reduce reliance on high carbon emitting fossil fuels (Shameen 2006). Along with this, the use of new generation aircraft that are more fuel efficient can substantially reduce MAS carbon footprint and help satisfy some government social responsibility obligations. 32 6. 3 ST StrategiesDevelop a promotional campaign to emphasise safety, track record and customer service awards. The attractiveness of low-cost carriers and higher rivalry from the low-cost subsidiaries presents as threats to MAS in maintaining survivability within the airline industry. Recently in 2010, Malaysia Airlines had won two awards as Asia? s Leading Airlines and Asia? s leading Business Class Airlines which can become the core focus of the promotional campaign (Malaysia Airline 2010). Through implementing a promotional campaign, MAS is able to rejuvenate its brand as the high quality airline that it is.Leverage customer service awards and brand recogni tion to further develop loyalty programs to decrease buyer bargaining power. With the increase in buyer bargaining power, the strategy of developing loyalty programs ensures higher switching costs to keep loyal fliers of MAS with the company. MAS already have the Enrich loyalty program in which customers are able to benefit from. In 2007, Virgin Blue had joined in partnership with MAS Enrich loyalty program to further the benefit for consumers (Malaysia Airline 2007).The partnership of Virgin Blue with MAS Enrich Loyalty program creates higher switching costs for buyers and reduces the bargaining power that has been on the rise. 6. 4 WT Strategies Shift focus from Differentiation to Cost Leadership Malaysian Airlines systems currently operates on a „differentiation? strategy. This strategy has allowed the organisation to distance itself from its competitors, and have a recognizable and strong brand recognition, which is paramount in gaining and retaining customer base. In rece nt 33 imes, some competitors, namely Air Asia (a Low Cost Carrier) has started to increase long haul services, which previously was only offered by Malaysian Airlines. The implications of LCC? s increasing long haul routes means that a number of customers will use LCC? s over MAS purely due to having a lower cost. A feasible strategy would be for MAS to offer same the same prices as these LCC? s over similar routes, essentially nullifying the LCC competitive advantage. Customers would be more likely to fly with MAS over LCC? s due to a) MAS reputation b) Customer service.This would change MAS overall strategy from „differentiation? to a „cost leadership? strategy. Lobby government to reduce social obligations and improve operational flexibility Malaysian Airlines currently has to meet a number of social obligations demanded by the government. Malaysian Airlines is widely supported for meeting its Corporate Social Responsibilities, but faced with the threat of an increase in labour restrictions and legislation, it would be wise for MAS to propose to (lobby) the government that for a relaxation of these Corporate Social obligations.This in turn, would improve operational and organizational flexibility, which would help MAS deal with the possible threat of increasingly stringent labour restrictions. The lobbying process would have to be done in a manner in which the final result (increased organizational flexibility) benefits both the government and organisation, as the government has veto powers over any decision made by the MAS board. 6. 5 Recommendation Based on the strategies developed following internal and external analysis of MAS, it is recommended that MAS adopt a corporate strategy to diversify and offer low cost budget air 34 ravel to satisfy the increasing demand for market segments which prefer low cost over full service, while maintaining the existing premium brand and positioning (Jegathesan 2011). This is to be achieved by horizontal in tegration into the related LCC airline segment through the formation of an alliance with existing SEA LCC leader AirAsia via an equity swap arrangement. In support of this agreement, MAS shall also divest its fledgling domestic LCC subsidiary Firefly. This strategy best resolves the main strategic issue of how an established carrier such as MAS can counter the threats posed by low cost competitors for the following reasons: 1.Each airline can focus on their core competency to create synergy and economies of scope. This strategy brings benefits of the specialisation of the two companies together. MAS in the long-haul premium travel and AirAsia low cost air travel. 2. Exchange in human capital such as Air Asia? s Tony Fernandez who was able to make Air Asia successful. The exchange of human capital is more than just able-bodied men, but the transference of skills and experiences. Both companies stand to benefit in the exchange of knowledge and skills. 3. Sharing of prominent intangibl e resources that each business