Macro Environment Influences Of The Airline Industry Tourism Essay

Macro Environment Influences Of The Airline Industry Tourism Essay In terms of the case, it suggests that the environment of airline companies is not very stable, especially the increasing price of fuel which is the key driver of change. From Ryanair profit statement (Exhibit 1a) it shows the fuel and oil cost has increased by â‚ ¬200 million from 2005 to 2006. The increase in fuel costs is 74 percent. The impact to the airlines companies is obvious and the budget airlines may face the trouble more so than normal airlines. Moreover, airline companies also have to concentrate on some other issues. For example, according to the case, they are facing the risks from terrorist attacks which are difficult to predict. It is not difficult to find the changeability, however it is complex to the airline environment. Some factors, such as legal action and customer demand, also have influence on them. Some of these such as the price of fuel and oil can be predicted, while some of them cannot. Stage 2 Audit environmental influences The Pestel Analysis is employed to identify macro-environment influences of the airline industry. Political: Government wants to strengthen the economy and, consequently, will support local airlines by setting rules, such as preferential rights. Every government however, will probably do so. Therefore theres no obvious advantage between competitions. The political issues have a wide range of effect, so they are not the key points that budget airlines are facing. Economic: This is identified as the most crucial factor to airline companies, especially to budget airlines. The influences refer to the macro-economic factors such as the national growth rates and the exchange rates. As budget airlines, they will pay more attention to the operation costs such as fuel cost. It became a big issue for budget airlines because of the increasing cost of fuel. That may reduce the advantages and the companies will be less competitive than before. On the other hand, the recession will lead more people to choose budget airlines. Social: With the development of Asian countries in particular China, there are more and more people deciding to study or travel in Europe. In recent years, the lifestyle of local people has also changed. They tend to travel abroad to enjoy their lives. Most of these people are not wealthy such as student. The budget airlines therefore, will be their best choice to reduce the travel costs. Technological: The innovation of technology helps the airline companies reduce costs and carry out tasks more effectively. The new type of aircraft can help to reduce the burning of fuel; and new technology can also make the security check more efficient and accurate. Environmental: European countries pay more attention on environmental issues, especially greenhouse gases from carbon emissions. Moreover in terms of the case, airline companies have to pay the environmental taxes for the contributions they make to global warming. In particular, it is bad news for budget airlines. Costs will increase and the companies want to maintain good brand image in the consumers perception. Furthermore, noise pollution and energy consumption cannot be ignored under such conditions. Legal: Some legal actions such as preferential airport rights are directed against the specific airlines. As budget airlines, which have higher competitive power, they should pay more attention to the legal forces to prevent loss. On the contrary, they can also take the initiative over illegal aid to rivals. Stage 3 Determine industry specific factors (this stage will be analysed in Question 2) Stage 4 Identify competitive position (this stage will be analysed in Question 3) Stage 5 Identify key opportunities and threats There are many potential opportunities for the airline companies. For instance, the recession may lead to more people choosing the budget airline rather than the expensive ones; new technology which helps to reduce the usage of fuel; government set the tax at a lower percentage. On the other hand, the increasing cost of fuel may be the most significant issue most budget airlines face. Whats more, the compensation to passengers, terrorism and security, and customers satisfactions will all have potential negative impacts on the airline. In order to achieve lower costs, budget airlines will have to reduce costs from many departments and operations. Thats why lots of customers are not satisfied with the budget airlines except for the price. Question 2 Prepare a Porter Five Forces analysis of the budget airline industry. Express Ryanairs perspective of these forces. The threat of entry There are high barriers to enter the budget airline industry. i) High investment requirements. Economies of scale are important in the airline industry. It is difficult for new entrants to match others existing competitors. In addition to this, the operational experiences cannot be acquired in such short space of time. ii) Expected retaliation. Retaliation will take place when new entrants appear for budget airlines, it will probably be in the form of a price war due to costs of entry being very high for them. iii) Legislation or Government action. Government wont let new entrants enter the market if the industry is saturated. With regards to Ryanair in the budget airline industry, there will not be large impacts to existing budget airlines if new entrants appeared. Budget airlines always focus on the costs and price, so does Ryanair. According to the case, Ryanair was the first budget airline in Europe and now its ticket prices are much lower than the other rivals. Therefore it will be impossible for new entrants to set a low price to win the market. The threat of substitutes Before discussing the threats, some comparative data is showed below. Round Trip by Ryanair Flight: London Stansted Milan Going Out Regular Fare Adult 8.99 GBP Tue, 2 Dec 08 Flight FR 4184 8:15 Depart 11:15 Arrive Coming Back Regular Fare Adult 12.99 GBP Sun, 8 Dec 08 Flight FR 4185 6:45 Depart 7:50 Arrive (Source: Ryanair.com) One way by Rail Europe: London (ST Pancras) Milan Standard Class Adult 227 GBP Tue, 2 Dec 08 8:40 Depart 21:20 Arrive (Source: Raileurope.co.uk) Most of the travellers will prefer the short journey, in addition to the cheaper way to travel. From the tables it is obvious that taking a plane from Ryanair is much cheaper than taking the train in a similar situation. Although some airlines may be expensive, budget airlines such as Ryanair will usually be the best choice. The impact of substitutes, therefore, has less impact on the budget airlines. The power of buyers Buyers of airlines tickets can sometimes be the travel agency.  In other cases, Ryanair caters to ultimate consumers. Majority of the buyers are not concentrated buyers and they come from all over the countries. Individuals can select the budget airlines according to their preference, because the switching costs are low and the differentiation of such service is weak. It is extremely expensive for people to own an aircraft. When there is a choice of budget airlines to use, with low prices. So there is a low buyer competition threat. Like Ryanair, with less concentrated buyers and buyers competition threat, the power of buyers is low. The power of suppliers The high power of suppliers may be one of the most significant threats among the budget airline industry. The increasing price of fuel, which leads to a high cost for airlines, is a basic issue they are facing. As we know, fuel industry is now concentrated in the hands of few producers. Therefore, in this situation it is difficult to cut the price for this essential material. In addition to this, it is useless to change fuel suppliers when the global price is growing. Moreover there are no practical substitutes. Ryanair is facing this problem with other budget airlines. Furthermore Ryanair sells all the ticket directly through the website. Thus there is no intermediary. Competitive rivalry Rivalry is influenced by these four competitive forces and each of them may have different levels of impact on the competitive rivalry. In this market, every airline provides the same services which are poorly differentiated. Low differentiation and switching costs in this industry, therefore, cause the price competition. Ryanair, which has the first mover advantages, still holds the dominant position. Although many of the competitors were losing money or even have been taken over, Ryanair remains steady in incremental growth. For industry growth rate, this industry is in the maturity situation of life cycle, which means the growth is low. Price war is therefore playing a crucial role throughout the competition. Question 3 Evaluate Ryanairs particular strengths and weaknesses and explain, with reasons, what Ryanair must do to retain a sustainable competitive advantage. As the first-mover of budget airline industry, Ryanair still holds the dominant lowest-cost position. This is also the one of the strengths it has. Whats more, Ryanair was announced being the most profitable airline in the world according to the case. The revenue is still increasing, despite the price of fuel did not stop growing in recent years. The brand image of Ryanair is also one of its strengths. Customers are attracted by the lower price. Its traffic is the highest among the competitors (see Exhibit 2) and it is still increasing due to the enlargement of the company. On the other hand, there are still some weaknesses of this budget airline leader. In terms of the case, Ryanair win the market mostly depends on the costs. However, the costs of its major raw materials are increasing rapidly these years. This will be a serious issue. Further, minimize costs largely will cause the lack of service and training quality and so on. The Skytrax star rating (See Exhibit 2) indicates Ryanair is below the average level. Besides, competitors contribute big influence to Ryanair. For example, Easyjet which is a young upstart of the European budget airline industry grows quickly with a large number of market shares. It is obvious Ryanair makes success base on its price advantage, and how to sustain this advantage become very crucial issue in recent situation. Keep first mover advantages. Long history with experiences, well-known brand image and economy of scale, these are the unique resources of first mover advantages. It is difficult for competitors to get these resources at a similar level. Therefore, in order to prevent the competitors from copying the same strategy as cost reduction, Ryanair must make good use of these unique resources and try to dominate the market. Technology. Purchase and introduce the latest technological support. Although the fixed costs will be high, they can help the airline carry out tasks more efficiently and effectively such a new security check machine. Moreover it can also help to reduce the variable costs. For example, according to the case, new type aircraft produced 50 percent less emissions, 45 percent less fuel burn and 45 percent lower noise emissions per seat. They help Ryanair reduce the fuel cost with a lower pollution to environment. Unique cost structure. A cost structure which aims to minimize the costs must be set up. In particular to fuel cost, the fluctuations are subject to unpredictable and volatile world events according to the case. It is important for Ryanair hedge the risks before the price goes up suddenly. On the other hand, choosing the secondary and regional airport destinations is a good way of the structure. Moreover, the internet is used to reduce distribution costs. Service quality / Customers satisfaction. Customers will normally associate low price with low service benefits. Ryanair was voted the worlds least favourite airline due to its bad service such as unfriendly staff and poor legroom. However it still won a great number of customer base on the price. Thus if some competitors cut down the ticket price to a low level, Ryanair will get into a big trouble due to the similar prices but lower service quality. Therefore it must not only focus on the price but also the service. In order to gain competitive power, for example, brand loyalty can be one of the aspects. Government / legal actions. Ryanair should take care of the government and legal actions and moreover, can take the initiative over illegal aid to rivals. These may prevent the unnecessary loss. In summary, Ryanair, as the cost leader in budget airline industry should not only focus on the costs but also lots of other issues. Although it is developing rapidly and successfully, the future is unknown. The uncertain environment is changing all the time, thus Ryanair should always follow it and make the long-term plans in order to retain a sustainable competitive advantage. Grasp the opportunities, and it will has a bright future. Word:2123

Sexual and Spiritual Freedom :: essays research papers

Sexual and Spiritual Freedom The key to humanities freedom lies in its religious and sexual paradigms. Religion, as a social control mechanism, has sought to limit mans sexual freedom. The stigma associated with sexual promiscuity permeates every level of our society. I believe that in time people will demand freedom in the sexual and spiritual aspects of their lives. In order for this to occur a paradigm must be established that emphasizes wholism. Without this wholistic thought conflict can still exist and dogmatic religion is needed to band all the individuals into a splintered and confused mass. Within our current Newtonian paradigm, material realism, true wholistic thought is impossible. The scientific rules of strong objectivity, the notion that objects are independent from the mind and determinism prevent it. Strong objectivity was established when Descartes divided the world in to the objective and subjective spheres. This was done mostly as a compromise with the then all-powerful church, which would rule in matters of the subjective mind while science enjoyed freedom in the world of “reality';. Determinism is easiest under stood through analogy. Think of the universe as a bunch of billiard balls in a three dimensional pool table called space. If one were to know all the forces acting on these balls at any time it would be possible to extrapolate all future or past positions. This creates determinism and determinism destroys free will. The best example of this phenomenon in society would be the partisan political system and foreign policy. Sociologists and the public in general, see themselves and each other as one of these pool balls being kicked around. In this environment neither self-worth nor confidence is cultivated. These traits are vital in a society that increasingly asks its population to work unsupervised and off of the job site. In 1665 Isaac Newton drafted the theories which set us on the course that led to the materialism dominating our culture. The philosophy of materialism matches the paradigm of classical physics, material realism. Since this revolution our vision has been a mechanistic one. This vision was formed as a direct result of the changes in philosophical and political knowledge that came to light in the mid seventeenth century. The power and simplicity of Newton’s three laws of motion and the success of scientific empirical method caused nearly every influential thinker of the seventeenth, eighteenth and nineteenth centuries to use them as a model.

Alison Bechdel Essay

Female comic creators made a great impact on the comic industry although they are not so many. They gained recognition since they have beginning to create comic novels. Women creators have worked an every genre from superheroes to romance, westerns to war, crime to horror. Their subjects of discussion have expanded as women’s role in society has changed. They are on pressure in the society because the model of women is determined by the society and they have to write like that. However women comic creators still have found mainstream or underground success telling the stories they want to tell. This underground comic movement attracted women artists, as it allowed more mature themes and personal work than the commercial newspaper and comic book industry of the time. Underground comics are the self-published comics which are socially relevant and satire in nature. The underground market allowed for a more open depiction of sexuality and in the 70’s and 80’s openly lesbian and bisexual artists told their stories in comic book form, such as Alison Bechdel’s Dykes to Watch Out For and graphic novel Fun Home. Alison Bechdel is an American cartoonist who was born in Lock Haven, Pennsylvania. She interested in the underground comics and she began to write in this field. She is lesbian feminist artist and her works consist of the feminism and lesbianism movement. Her work, Dykes to Watch Out For, was one of the earliest ongoing representations of lesbians in popular culture. The strip mainly follows the life and times of a group of lesbian friends in an unspecified location in the USA. But as time passes, some straight and male characters are also introduced. The strip focuses on a wonderful group of counterculture friends, most of whom are lesbians. And this book gathers a rich collection of the strips spanning from 1987 through 2008. This book also contains an introduction, also in comic form, about how Alison Bechdel came to spend her career writing this incredible comic. In the book, Bechdel Test is introduced which is used to identify gender bias in fiction. Many award-winning collections of Dykes were published in book form by an independent feminist press, and were translated into several languages. According to Bechdel, her strip was â€Å"half op-ed column and half endless, serialized Victorian novel†. The op-ed column refers to the fact that they’re all highly engaged with the social and political issues of their time. The central character Mo Testa is a lesbian feminist who is always complain everything and Mo looks like Bechdel herself. The characters are political activist who rarely miss LGBT demonstration. LGBT is an initialism that collectively refers to the lesbian, gay, bisexual, and transgender community. They debate how to combine their ideals and their lively days. They constantly analyze race and gender and how these impact their lives. They work at domestic abuse shelters, or alternative bookshops, or as college professors, or as environmental layers. They feel betrayed when one of them gets involved with a man and then realize that this reaction goes again everything they believe in. They write theses on how literary representations of hypersexual lesbians and women of color contrast with their actual experiences of desire. And whatever else they’re doing, they never lose the ability to laugh at themselves. This work seems as a lesbian feminist novel, it is actually how very universal and how human it is. Anyone who struggles to be the best person they can be and to live according to their ideals. They will probably be able to relate to these characters and their conflicts. Bechdel says in her introduction that her goal in writing the strip was, first of all, to make lesbians visible; and secondly, to â€Å"explode essentialism† by portraying them as complex and diverse human beings. She succeeded brilliantly Mo and company is nothing if not completely human. Her other work is Fun Home which is an example of underground comics. It is a graphic memoir which chronicles the author’s childhood and youth in rural Pennsylvania, United States, focusing on her complex relationship with her father. The themes of work are sexual orientation, gender roles and family life. It includes photographing herself in poses for each human figure. Bechdel combine comics and memoirs in this book. Fun Home has been both a popular and critical success, and spent two weeks on the New York Times Best Seller list. It was nominated for several awards, including the National Book Critics Circle Award and three Eisner Awards. The memoir focuses on Bechdel’s family and the relationship between Alison and her father. Her father was a funeral director and English teacher. The book’s title comes from the family nickname for the funeral home. Her father’s two occupations reflect in the work focus on death and literature. Her father had homosexual relationship in the military and the high school. Her father was killed in the Sunbeam Bread truck however Alison Bechdel concludes that he committed suicide. She writes this novel as an autobiography and she tells everything about her father, their relationship and his death. She keeps to the reality and she does not escape to telling the realities. She mentions her father’s homosexual aspect and she does not conceal this. The story is also deal with Alison Bechdel’s struggle to find her own sexual identity. She realizes that she is a lesbian and her coming out to her parents. The memoir frankly examines her sexual development, including transcripts from her childhood diary, anecdotes about masturbation, and tales of her first sexual experiences with her girlfriend, Joan. She and her father share their ideas about this situation and both of them express their dissatisfaction with their given gender roles. In the Fun Home, there are so many themes but the biggest theme is sexual orientation. Bechdel tells her journey to finding her own sexuality in this book. Alison is not alone choosing her partner because her father is also homosexual. Bechdel and her father are in the same situation. One of them is lesbian and the other one is gay or bisexual. In the book, her mother discovers her husband’s situation and this makes the book as a tragedy. They have problems because of her father’s situation. Bechdel shows how people encounter some difficulties when they identify their sexuality. However Bechdel and her father’s conversation reflect their respects to find the sexual identity. The other theme is death in Fun Home. Bechdel family always encounters the death because of the father’s job. Alison Bechdel reflects the death in the novel and she believes that her father’s death is not an accident. According to Alison Bechdel her father commits suicide because of his own sexuality or Alison’s sexuality. This is not clear in the book; it remains as an unclear death. Bechdel shows the death in two different aspects. One of them is the job of her father and the other one is causing of her father’s end. The job combines with her father’s death. Moreover she combines his death because of his own sexuality. Being a homosexual causes her death and she does not believe his death as an accident because of this reason. She examines his death in the book and she reflect her views about his death in Fun Home. She uses some allusions in the novel and these allusions come from the Greek mythology and visual arts. The events of Bechdel’s family life during childhood and adolescence are presented through these allusions. Bechdel questions whether her decision to come out as a lesbian was one of the triggers for her father’s suicide. Bechdel closely examines the connection between her father’s closeted sexuality and her own open lesbianism. Bechdel, as the narrator, considers her relationship to her father through the myth of Daedalus and Icarus. As a child, she confused her family and their Gothic Revival home with the Addams Family seen in the cartoons of Charles Addams. [43] Bruce Bechdel’s suicide is discussed with reference to Albert Camus’ novel A Happy Death and essay The Myth of Sisyphus.

Free Essays on Spurgeon

Spurgeon Heir of the Puritans by Ernest W. Bacon Spurgeon Heir of the Puritans is the biography of Charles Haddon Spurgeon, one of the greatest and most popular preaches who ever lived. Spurgeon was born on June 19, 1834, in Kelvedon, Essex, to John and Eliza Spurgeon. At the age of 18 months, for reasons unknown, Charles was sent to live with his grandparents who had strong influences on his life. Even though his grandfather and father were both pastors, it wasn’t until Spurgeon was nearly 16 that he gave his life to Christ. On a Sunday morning, January 6, 1850, Spurgeon started to church looking for answers to the many question he had on salvation. Because of a terrible storm he could not attend the church he had planned on. He ended up at a Primitive Methodist church where God used a simple preacher to explain that all he had to do was look to Christ and trust His work on the cross. Spurgeon’s one desire was for God to use him to preach the gospel as his father and grandfather did. At the age of 16 Spurgeon preached his first sermon and at the age of 17 became the pastor of a small village church called Waterbeach. At the age of 19 Spurgeon was called to pastor the New Park Street Chapel in London. He became very popular and by the time he was 21 his sermons were being published and to the this very day he remains very popular. Shortly after he came to the New Park Street Chapel, Charles Spurgeon met and married Susannah Thompson. Spurgeon considered her as a gift from God and a much needed helpmeet for his ministry. Spurgeon was preaching to crowds of 6,000 in the newly constructed Metropolitan Tabernacle. Although Spurgeon never received a college education, he was known for his intelligence and knowledge of the Word of God. The time spent on preparations for his sermons was Saturday evenings and Sunday afternoons. At one time Spurgeon was ... Free Essays on Spurgeon Free Essays on Spurgeon Spurgeon Heir of the Puritans by Ernest W. Bacon Spurgeon Heir of the Puritans is the biography of Charles Haddon Spurgeon, one of the greatest and most popular preaches who ever lived. Spurgeon was born on June 19, 1834, in Kelvedon, Essex, to John and Eliza Spurgeon. At the age of 18 months, for reasons unknown, Charles was sent to live with his grandparents who had strong influences on his life. Even though his grandfather and father were both pastors, it wasn’t until Spurgeon was nearly 16 that he gave his life to Christ. On a Sunday morning, January 6, 1850, Spurgeon started to church looking for answers to the many question he had on salvation. Because of a terrible storm he could not attend the church he had planned on. He ended up at a Primitive Methodist church where God used a simple preacher to explain that all he had to do was look to Christ and trust His work on the cross. Spurgeon’s one desire was for God to use him to preach the gospel as his father and grandfather did. At the age of 16 Spurgeon preached his first sermon and at the age of 17 became the pastor of a small village church called Waterbeach. At the age of 19 Spurgeon was called to pastor the New Park Street Chapel in London. He became very popular and by the time he was 21 his sermons were being published and to the this very day he remains very popular. Shortly after he came to the New Park Street Chapel, Charles Spurgeon met and married Susannah Thompson. Spurgeon considered her as a gift from God and a much needed helpmeet for his ministry. Spurgeon was preaching to crowds of 6,000 in the newly constructed Metropolitan Tabernacle. Although Spurgeon never received a college education, he was known for his intelligence and knowledge of the Word of God. The time spent on preparations for his sermons was Saturday evenings and Sunday afternoons. At one time Spurgeon was ...