Easy Jet

The  marketing audit  is a fundamental part of the marketing planning process. It is conducted not only at the beginning of the process, but also at a series of points during the implementation of the plan. The marketing audit considers both internal and external influences on marketing planning, as well as a review of the plan itself 1. Environmental Audict on Easy jet(the factors that can influnce the company) A)Five porter’s forces: *Threats from new entrants : When new airlines enter the market ,how they affect easy jet *Threats from subsititue products: more options to go to a destination such as buses,train.. ow these things affect easy jet *Bargaining power of suppliers: if plane manufacturer factories sell planes with a high price ,how this affect the easy jet’s finance *Bargaining power of buyers: for instance easy jet makes a contract with plane factories for 10 years with the fixed charge so the factory can’t increase the price during this time. Ba rgaining lets you buy products at a cheaper rate *Internal Rivalry: Internal competation ,easy jet fight against other airlines Threat of substitutes-this can be anything that can be a substitute to EasyJet or airline industry in general.For instance, another airline with even lower prices, consumers opting to use other modes of transport (trains for instance). When Heatrow was hit by that huge fog just before Christmas and no planes were flying, Eurostar trains were suddenly all booked. I would think, however, that for Easy Jet, there would be no big threat of substitutes. There is a threat of ever growing competition but this isn't the case of substitutes. Substitues are in other words ‘me too' products which are less likely to occur in airline industry or service industry then in FMCG. I think. Buyers-here you can list down any possible threats from buyers.This is where you look at the relationship between Easy Jet and its targeted consumers. How strong is Easy Jet brand? D o consumers believe in, and to, Easy Jet? Are they loyal to Easy Jet or do they switch to other airlines with no real or perceived risks? If yes, why? If not, why not? Do consumers have alternative to Easy Jet? If yes, and I would say they do, how does the relationship between Easy Jet and its consumers change? Who has greater leverage in this relationship, consumers or Easy Jet? Who is more dependable on whom, why and to what extent? Etc†¦ Ask as many questions as you can and you will get your answer.Talk to someone who has used Easy Jet services, ask them what they liked and disliked about it, would they use it again and why, how do they feel about Easy Jet, how did they decide to fly with Easy Jet, will they choose Easy Jet again B)Swot analysis: 4 main strenghts and the opposite ones are for weaknesses *Finance *Technology *HR Department *Reputation and image EasyJet Airline Company Limited: Strengths: * EasyJet is a leading provider of  low budget, no frills air travel  servicing many of the leading city destinations in the UK and across Europe, including Berlin, Amsterdam, Barcelona, and Prague. They offer a high quality service at competitive prices and offer a number of features including ticketless travel, internet booking and assisted travel services. * They have a  highly distinctive livery  on their fleet of aircraft making them easily recognisable and distinguishing them from their competitors. * They have a  user friendly website  which fully discloses the price breakdown of the passengers planned travel. Offering a full breakdown of the price plan prevents any hidden charges when the customer confirms there booking. EasyJet offers an online promotion alert which is e-mailed to existing customers and contact on the company’s database. * Recognised as a leading brand name in the UK travel industry. * As a market leader in an industry widely seen as a leading contributor to the green house effect and global warming, EasyJet actively embrace there environmental responsibilities and continue to keep these factors as a keep priority when developing their future strategies. * EasyJet operate a fast and efficient service with an average turnaround time of 30 minutes or below.This enables them to maintain a reliable and hassle free service to their passengers. * For the case study,planes and turnaround times means to take short time on departure,use of internet,financial position The easy brand is a well known brand across the UK and  some areas of Europe. It is knownfor ‘low cost for the masses’ which is implied by their orange culture. They want to paint the worldorange, implying that they want to provide goods and services at the lowest possible price. easyJeteasyJet only offers a single fare class. Its pricing strategy is to offer ‘value for money’ and this is  doneby keeping costs to a  minimum.Unit costs are kept  low by eliminating travel agents, maintaining highaircr aft utilisation, focusing on internet sales, eliminating unnecessary service frills, operating a fleet of  similar aircraft and establishing long-term agreements with suppliers. One of the key strengths of easyJet has been the utilisation of the internet. easyJet bookings over theinternet relate to  over 92% of total sales and  is expected to increase. They see themselves as  becomingthe first internet only airline. Strengths: †¢ Cheap tickets. †¢ A simple fare structure. †¢ Image, differentiation on price andbrand. †¢Commitment to customer service. †¢ Multi-base network. †¢ Strong corporate culture. †¢ Flexibility to change bookings on theinternet. †¢ Lower costs than the  established airlines Weaknesses: * Domestic air travel is an extremely competitive industry with  EasyJet’s main competitors being Jet2, BMI Baby, Ryan Air plus a host of smaller independent competitors. These external competitive forces can restrict and shape pricing policy on some of  EasyJet’s less profitable routes as they seek to compete with their competitors. * They do not offer a free food service on longer flights of 2 hours plus. asyJet has many weaknesses but the main include the lack of service,flexibility and  business focus making  the low-cost model  unappealing to  business travellers. Businesstravellers are not included within easyJet’s business model. Since September 11 business  travellersaccount for 50% of passengers and therefore should be a target for marketing and should be included inthe business model. This can be seen as a weakness for not targeting this segment. easyJet’s business model also relies on people flying more often. However, there is a limit as to howoften people fly.The growth is not infinitive, it is possible that the low-cost market will be saturated. Itwill come to a point when the low-cost airlines will not be able to stimulate any more demand fromlow prices . (CPRE: The Future Development of Air Transport in the UK, July 2003 Weaknesses: †¢ Pilots over 65 are not allowed to fly over  France, Italy and Portugal. †¢ No guaranteed departure. †¢ No unaccompanied children under age of 16. †¢ No autopilot. †¢ Lack of service, flexibility and business focusmake the low-cost model unappealing tobusiness travellers. †¢ Focus on price and convenience is reaching itslimit.Differentiation will be difficult. †¢ Due to quick success it is difficult to recruitand train new staff. †¢ No customer retention scheme Opportunities: * Possible opening of alternative routes to major cities in Europe. A key route could be from Dublin to the UK, as this has a large potential for travellers going to soccer matches in the UK plus new links into corporate flyers to and from the UK. * Offering of free refreshments on flights with a travel time of over two and a half hours. This would offer an extra perk and comfort to pass engers making their experience with EasyJet all the more comfortable and enjoyable. Updated versions of the fly on the wall documentaries would provide the brand with more coverage and publicity. The opportunities in the industry mainly come from the Eexpansion. On the 1st of  May 2004, 10 countries will be joining the  EU. Thus, the EU’s membership will be  expanded from 15to 25 countries. The new states include former members of the Eastern Block and smaller â€Å"island†states. (bized. ac. uk) These are Cyprus, the Czech Republic, Estonia, Hungary, Latvia, Lithuania, Malta,Poland and the Slovak Republic.Further EU expansion is expected in 2007 when Bulgaria andRomania are hoping to join the EU, while Turkey is now currently negotiating its membership. (europa. eu. int)The addition of more than 100 million people to the EU’s market of 370 million will present anopportunity for further growth  for the low-cost airline industry. easyJet has already annou nced its newroutes from Luton, Berlin and Dortmund airports to Budapest (Hungary) and from Stansted airport toLjubljana (Slovenia). (easyJet. com) Threats: * Competitors flying the same routes compete very competitively on price forcing pressure on margin on more popular flights and time slots. External market forces can have a significant impact on  EasyJet’s business, e. g. the rising cost of oil can have a significant impact on running costs putting significant pressure on the profitability of less popular routes and time slots. * Pressure from unions and employee relations committees can signifigantly impact on the day to day operations with strikes proving to be very costly to the company’s image. * Economic downturn may lead to a decrease in casual flyers and corporate travel as companies seek to curtail what they see as unnecessary expenditure and in turn make less business trips.   Financial Analysis Within the  low-cost/no-frills  airline industry in  the UK,Ryanair  is easyJet’s main  competitor. Inevaluating the  financial performance of  easyJet, it  is therefore useful to  compare its performance withthat  of Ryanair. For the purpose of  this  comparison, we will be making use of a  number of ratioswhose formulae follow that of FAME. The data used for this financial analysis are easyJet’s unauditedpreliminary results for their financial year ended 30 September 2003, which provided results for boththe year ending  30 September 2002 and  2003.Ryanair’s financial year-end however is 31  March 2004. Therefore in  order to obtain data that  would be directly comparable, it  was necessary to use data fromtheir half-year which ends 30 September 2002 and 2003, and to use figures taken from their financialyear end 31 March 2002 and 2003. This enabled us to obtain figures for a full 12 months ending 30September 2002 and 2003. For a quick overview of all ratios refer to Appendix 3 a nd details of allcalculations  are contained in  Appendix  4. All financial  reports were obtained from downloadsavailable onwww. easyjet. com  and  www. ryanair. com.The first numerical set of data to  be analysed is the Profit and Loss Account. This deals with therunning of the business, i. e. the amount of turnover, the cost of what has been sold, the expensesgenerated during the year and of course the profit that has been made, perhaps the figure that theshareholders are  most interested  in, but there  are other criteria that  could affect the profitability of thecompany PEST analysis for easyJet The following factors are likely to have an influence on the airline industry and should therefore be taken into account when formulating a Marketing Plan for easyJet.Politico-legal factors †¢ Threat of war in the Middle East †¢ The Air Miles scheme is not considered as a taxable perk by the government in the way that company cars are taxed which may cha nge to allow easyJet to compete on more equal grounds with the likes of BA. †¢ A EU east-enlargement may provide access to viable, new markets. Economic factors †¢ Likelihood of increasing fuel costs, congestion and other environmental restrictions, as well as the prospect of higher security and insurance costs to reflect the risk of terrorism. As the recession is likely to last for some more time, business travellers will keep an eye on their travel expenses. †¢ Globalisation should continue to boost traffic in the long-term. †¢ The introduction of the single currency in Europe is likely to bring more business to easyJet as Europe becomes more integrated. Socio-cultural factors †¢ To win over the French and German publics might cause problems as there appears still to be a general reluctance to use credit cards over the phone and Internet . †¢ The public are general quite friendly to the prospect of cheap flights.However they may feel begrudged where t hey see promotions found in newspapers where flight are for ? 10 only to find that the actual cost is much higher for the particular time or day they wish to fly on. Technological factors †¢ A key issue will be the extent to which technological advancements – such as the use of the Internet on distribution and cost synergies from industry consolidation – can offset upward pressures on prices and costs. †¢ easyJet has to keep track of technological developments in the field of e-commerce and aircraft manufacture in order to gain a competitive advantage. CONTINUE..The business environment is a set of political, economic, social, technological, environmental and legal factors otherwise know as PESTLE analysis. These factors are not controlled by the business. Which means that businesses must adapt quickly as the environment changes. These macro factors have a positive or negative impact on the business. The political factor can be affected through tax policies a s Easyjet are charged with landing in different countries, employment laws, environment regulations, trade restrictions, tariffs and the government. The economic factor is forever changing with prices constantly fluctuating.For example oil prices increasing affects overall profits for the company which in return affects how much money Easyjet can invest on improving the airline or giving back to the communities. Baines, Phil and Page (2008a) explain firms are effected by environmental issues such as wage inflation, price inflation, gross domestic product and income sales and corporation taxes. From the social aspect this looks highly on safety of the airline and its staff and passengers. Which then attracts passengers to fly again after being ensured of safe and secure flights.To keep up in technology Easyjet must be internet dependant as flights are booked and checked via the internet. Therefore customers need to be satisfied with a quick and simple service. Easyjet also have a gre at career attitude which commits staff to be up to a excellent standard of service. Technology plays a huge factor within Easyjet as it has to rely hugely on the reliance of technology. Also as things improve technology becomes cheaper which means barriers to entry could be lower for competitors to join which could affect the profit of Easyjet. â€Å"Barriers to entry are designed to block potential entrants from entering a market profitably.They seek to protect the monopoly power of existing firms in an industry and therefore maintain supernormal profits in the long run. Barriers to entry have the effect of making a market less contestableâ€Å". (Tutor2u n. d) To prevent this research and development expenditure can act as an obstruction to potential entrants to industry PEST analysis PEST analysis is chosen, to look at the possible business environmental impacts that may affect theindustry and easyJet. It can be used to infer a variety of trends, patterns and projections which willinfluence easyJet’s future strategic decisions (ACCA 2004).PEST analysis was chosen over SLEPTanalysis as we found it difficult to differentiate between legal and political factors. The legal issubsumed into political. Consideration will be made to the political, economic, social and technologicalenvironments that may affect the industry and easyJet in the future. Political Environment The industry and easyJet must react to any regulations that are imposed by the political party and thecorporate governance code. The EU compensation ruling that will take affect in 2005 is currently beingchallenged by easyJet as well as other airlines.If this challenge is unsuccessful then it would meanincreases, in  legal battles, compensation payouts and  overall increases in costs. As  a result, fare  prices easyJetwill increase and demand will fall. This would make  it very difficult to see  the future for the  low-costindustry. Expansion of the UK airport system will play a major role in the future of the airlines growth model. Stansted is expected to have one additional runway and terminal, increasing UK air traffic growth to402 million by 2020, 501 million passengers by 2030 (Mintel report 2003).The government are seeingthe benefits that the aviation industry can bring to the country. The question that remains to beanswered is, for how long are the government willing to help the growth of the industry before theystart to intervene? Any intervention from the government is likely to be costly in the future to theindustry. Economic Environment The government may decide to impose taxes on  the industry. A possible introduction of  a ‘Green tax’,a tax on fuel to try and reduce the pollution that it causes, would increase the costs and as a result couldraise easyJet’s fares by more than 20% (Financial Times, 1 stNovember 2003). Also the ? 6 billionworth of subsidies that is currently received from the government may be reduced ov er time to limit thegrowth of the industry. The growth of the industry may need to be controlled to keep pollution to aminimum. As subsidies decrease there will be  an adverse affect on  fare prices causing demand to fall. This will also affect the business model as it would need to be revisited. The recent rises in the UK interest rate, which currently stand at 4%, has increased the public’sliabilities.People have less disposable income and as a result are less likely to travel abroad. Theincreases will also affect easyJets’s loan repayments on its new order of aircrafts. At present, paymentsrelating to  the purchase are not  included in the hedging  policy and therefore will affect the liabilities of  easyJet. Social and Cultural  environment The UK population as a whole are aging, people are living longer. The number of people between theage of 25 and 34 has been decreasing but the age group between 55 and 64 are expected to increasefrom 2005 (Mintel r eport 2003).The older age group tends to have more disposable income (SAGAholidays target this group) and therefore should be targeted more by easyJet. Saying this, younger  people who have less disposable income are now starting to go abroad for their holidays. This meansthat the airline industry is attracting more potential passengers because of their low fares. Technological  environment easyJeteasyJet’s use of the internet needs to be enhanced, they are aiming to become the first ‘web-only’airline.Currently 92% of their tickets are sold online and improving this figure will bring cost savingwhich in turn could  be passed on  to the consumers. This will make easyJet more competitive on price. easyJet will need to  keep track of  technical developments in e-commerce and  aircraft manufacturing inorder to compete against its rivals 2. 7ps Marketing Mix of Easyjet Product  Ã¢â‚¬â€œ Easy Jet is a flight booking company located at London. The  ben efits  of Easy Jet being online and on teletext means that they are providing better margins; this is where they are dedicated to customers digitally.Place  Ã¢â‚¬â€œ Not solely online but majority of sales are online so Easy Jet will concentrate on this target market. Today, technology allows us to sell more goods to fewer people, which is far more efficient than selling fewer goods to more people. This is confirmed by Peppers and Rodgers in their Marketing concept. Peppers an advertising executive and Rogers a marketing scholar, their concepts addressed â€Å"one to one marketing†and how it concentrates on providing services or products to one customer at a time. This is by identifying and then meeting their individual needs.It then aims to repeat this many times with each customer, this is so consumers feel relationships are in place when perhaps they are forged. Price  Ã¢â‚¬â€œ With Easy Jet being on the internet for such a long period it means it has cut out aspects such as â€Å"the post†, this is because tickets and boarding passes are now emailed to customers or printable online, therefore â€Å"cutting out the middle man†. Promotion  Ã¢â‚¬â€œ Easy jet’s website is offered through search engines and travel/flight comparison websites, this is both advertising and selling their service.They also send members emails with promotional offers. Physical Evidence  Ã¢â‚¬â€œ Although Easy Jet is based mainly online now, Easy Jet are still booked through travel agents or in the airport itself. Physically offline Easy Jet have recently in the previous few months been advertising in Sainsbury’s stores by staff (uniformed Easy Jet T-shirts), advertising there new partnership. Physical evidence online differs, they have aspects such as â€Å"security icon† and policies in place which gives consumers a sense of security when booking online.People  Ã¢â‚¬â€œ On Easy Jet’s website they have sections, such as blo gs, FAQ’s and a whole section dedicated to customer service to try and give consumers a sense that even though they are online they still have some form of contact to Easy Jet. Process  Ã¢â‚¬â€œ As mentioned above Easy Jet integrates online and offline by having customer service in the airport and online. CASE STUDY Product: Easy jet is an low cost budget airline as well as no frill. The easy brand has been extended to other products. There are now easyinternet cafes,easycar,easymoney and new easycruise products.Price: There 3 types of pricing which are Premium Pricing this is for specific segment of people for example apple targets for certain people. Low cost pricing which is for easyjet,targeting low cost price and low income people. Psycological pricing,99p instead of 1pound They use a low cost price to be competitive Place: It means Distrubition . Distrubition has manufacturer,agents,wholesalers,retailers,consumers. The more distrubition you have ,the more expensive yo ur products will be. easy jet has manufacturers and directly deals with consumers so they save money. lmost 90 percent of tickets are sold through the internet for the 10 percent agents sell so they sometimes deals with agents too. Promotion : internet People : Paperless opeartions since its launch easyjet have simplified its working practices by embracing the concept of the paperless office. they do everything online rather than people going to branches and taling face to face ,everthing can be done online so easyjet saves money for hiring less people Process : Ticketless travel passengers,instead receive an email containing their travel details and confirmation number when they book online. his helps reduce significantly the costs of issuing,distrubuting,processing and reconciling millions of tickets each year Physical Evidence: it means beauty,new planes ,comfort flights†¦ Each boeing is new 737 aircraft and has a list price in the region of 35million gbp. Therefore maximisi ng utilisation of each aircraft reduces the unit cost NOTES FROM THE CASE STUDIES MARKETING:The mutual satisfactions of both suppliers and customers. The method is the process of shaping and managing the marketing mix in a way which takes into considerition the needs of the customer and the goals of the organisation at one and the same time.Marketing is the performance of business activities that direct the flow of goods and services from organisation to their customers. Chartered Institute of Marketing defines marketing as; The management process which identifies ,anticipates and satisfies customer requirements effciently and profitably Professor Philip Kotler 1999 states;Marketing is a social and managerial process by which individuals and groups get what they need and want through creating,offering and exchanging products of value with others. People don’t only buy what they want to ,they buy them because of the value of products they require.Marketing is concerned with cu stomers ,they are the main element in marketing not quality or products. If customers are demanding for new products features,marketing department will have to communicate these requirements to the production department to make provision for new processes and new machinery. On the other hand if the customer change their pattern of shopping or seek more information regarding the safe us of product ,the company may have to recruit new marketing executives to match up to the demand. )Using technology on easyjet One of the most important developments in the UK travel industry in the last 15 years is the growth of the ‘budget’ or ‘no frills’ airlines, easyJet and Ryanair. Both of these airlines were launched when new regulations made it easier to operate between countries within Europe and both used new technology and other methods to sell seats, rather than through traditional high street travel agents.The growth of both companies has been exceptional and the a irlines have used similar approaches in their ‘business models’ * Use of the Internet to reduce distribution costs – easyJet was one of the first airlines to see the opportunity of the Internet when it sold its first seat online in April 1998. Now approximately 95 % of all seats are sold over the internet. * Maximise the time the aircraft is being used – For both Ryanair and easyJet maximising the use of each aircraft reduces the overall cost of running the aircraft. Ticketless travel – Passengers receive an email containing their travel details and booking reference when they book online, rather than a traditional ticket. This helps to reduce significantly the cost of issuing and processing millions of tickets each year. * ‘No free lunch’ – Not offering free catering on-board reduces cost. Passengers can purchase food on-board if they choose to. * Free seating – Unlike traditional airlines, Ryanair and easyJet passengers are not assigned a seat, unless they pay extra to board first.This helps passengers to take their seats more quickly and saves time. * Efficient use of airports – By reducing turnarounds (the time between landing and take-off) to 30 minutes and below, easyJet and Ryanair maximise the use of their aircraft. Not having pre-assigned seating, like traditional airlines, helps reduce turnaround times. * Reduced fares – generally Ryanair and easyJet offer cheaper fares than traditional airlines, especilally for passengers who can book early and take advantage of the deals available. Easy Jet MANAGEMENT 100 800 WORD SUMMARY 836 WORDS EXCLUDING REFERENCES EasyJet EasyJet Airline Company Limited headquartered at London Luton Airport is the UK’s largest budget airline measured by number of passengers carried, operating domestic and international scheduled services. Easy Jet has grown through a combination of acquisitions and base openings fuelled by consumer demand for low-cost air travel. Ryanair another budget airline is currently Easyjet’s biggest competition. EasyJet has adapted cost-cutting measures such as not selling connecting flights or providing complimentary snacks on board.The key points of this business model are high aircraft utilisation, quick turnaround times, charging for extras and keeping operating costs low however EasyJet flies mainly to primary airports. EasyJet also focuses on attracting business passengers by offering convenient services such as the â€Å"Flexi fare† which allows free of charge changes to the flight within a windo w, speedy boarding and a checked in bag. General environment – International dimension According to Samson and Daft (2009), general environment is ‘layer of environment that affects the organization indirectly’. It includes external factors that are not within an organization.One of the dimensions, international dimension is referring to factors that arise from foreign countries that will affect an organization. Factor that will either be an opportunity or threat to an organization will include having to encounter competition globally. An organization will have to face international competitors where it trade on its own even though not involve in exports and operates domestically. Besides, it would be essential to learn to adapt to the changes and trend circulating around the world as technology advances as time passes and political events such as Iraq war.Apart from that, rise of economic power of China has a significant impact on the international economy due t o the massive workforce, brainpower, population dynamics and abundant natural resources that many countries rely on. The always changing worldwide environment has very large impact on organization compared to domestic environment, demanding for great control of the organization. What is a competitive advantage A competitive advantage could be defined as a unique position a firm develops in comparison with its competitors (Hyvonen 1995, 334).It is imperative for firms to understand what it’s competitive advantage is and take advantage of them as it can change rapidly (Anthony, Perrewe, Kacmar, 1996, p. 468). One of the ways to create a competitive advantage could be, through lower prices or differentiation (Woodruff 1997, 139). Lower prices is a competitive advantage when a firm is able to sell their product cheaply to consumers. Lower prices may be dependent on lower costs, however lower cost itself is not a competitive advantage as it should come along with lower prices for the advantage to be formed (Kotha, Vadlamani 1995, 76).Differentiation can be achieved through, providing superior goods and services, through the firm’s image, flexibility, total supplies and speed (Kotha, Vadlamani, 1995, p. 76; Sashi, Stern, 1995, p. 126; Helms, Ettkin, 2000, p. 1) Easy jet as a buget airlines has set its competitive advantage through lower prices. How The International Dimension Impacts Easy Jet’s Competitive Advantage There are many ways in which the International Dimension has affected Easy Jet’s Competitive Advantage. After the 9/11 attacks the airline industry suffered extensively. Passengers opted to use less of the big airlines.This allowed Easy Jet to be more successful as passengers were choosing their services over the big Airlines in Europe. When the number of people who used Easy Jet’s services increased it would have allowed the airlines to spread their fixed costs, which in turn reduces overall expenses and meant that the y were in a position to lower their prices thus impacting their competitive advantage in a positively contributing to the overall success of Easy Jet. (Easy Jets Market Structure 2012) Another factor in the International dimension that affects Easy Jet’s competitive advantage as that EU had ruled an ‘Open Skies’ agreement which meant that Easy Jet was given the choice to serve flight paths that may have been normally associated with some specific airlines. This allowed them to choose the routes that they preferred allowing them to choose routes that gave them the most benefits. (Easy Jets Market Structure 2012) Easy jet is also influenced by rising fuel prices. Increased fuel prices meant that the entire airline industry around the globe and Europe had raised their prices.However, increasing fuel prices meant that even Easy Jet had to raise the price, and this does not work well with their low cost, low price strategy. Therefore there is a negative and positive e ffect by the rise of fuel prices (Topham 2012) Conclusion In conclusion, the international dimension of the general environment represents event originating in foreign countries as well as opportunities for Easy Jet in other countries. International dimension affects competitive advantage in various way. Easy Jet has proved to be robust and competitive in a tough general environment.This is due to its large competitive advantages, which is its low cost prices. However, it is the report on the overall international dimensions which affects the competitive advantages of Easy Jet shows that Easy Jet is a highly successful company, which is expanding rapidly. Besides, by engaging with the international dimension, Easy Jet not only get more benefit from its competitive advantages but also increase it’s cash flow from operating activities throughout United Kingdom. References Anthony, William P. , Perrewe, Pamela L. nd Kacmar, Michele K. (1996): Strategic Human Resource Management, Fort Worth: Dryden Press Bamberger, Ingolf (1989): Developing Competitive Advantage in Small and Medium-Size Firms, Long Range Planning, 22 (5): 80-88. Easy Jets Market Structure. 2012. Competitive Advantage and Developing a Competitive Advantage Over Rivals. Accessed September 18, http://www. 123helpme. com/view. asp? id=122608 Helms, Marilyn M. and Ettkin, Lawrence P. (2000): Time-Based Competitiveness: A Strategic Perspective, Competitiveness Review, 10 (2): 1-14.Hyvonen, Saara (1995): Competitive Advantage, Bargaining Power, and Organizational Performance: The Case of Finnish Food Manufacturing Firms, Agribusiness, 11 (4): 333-348. Samson, Danny, and Richard L. Daft. 2009. Fundamentals of Management. Australia: South Melbourne, Vic: Cengage Learning Australia, 2009. Kotha, Suresh and Vadlamani, Bhatt L. (1995): Assessing Generic Strategies: An Empirical Investigation of Two Competing Typologies in Discrete Manufacturing Industries, Strategic Management Journal, 16 (1): 75-83.Sa shi, C. M. and Stern, Louis W. (1995): Product Differentiation and Market Performance in Producer Goods Industries, Journal of Business Research, 33 (2): 115-127. Topham, Gwyn. 2012. EasyJet losses narrow despite fuel cost rise. http://www. guardian. co. uk. /business/2012/may/09/easyjet-losses-narrow Woodruff, Robert B. (1997): Customer Value: The Next Source for Competitive Advantage, Journal of the Academy of Marketing Science, 25 (2): 139-153.

The Industrial Giant Known as America

Many factors led to America having a tremendous rise in industry. The five points that made the most impact were technology, mass distribution and production, education, railroads, management ideas and structure, and immigrant labor. These five points not only improved the existing industry, but they revolutionized how the American industry would be run for the next generation. As with any change in an existing system, there were a few problems, the main problems where with workers so management just replaced them with machines. Many people weren†t ready to make the adjustment from small town arming to big city living but the benefits far out-weighed any unusual situations, so the people and the nation when along with it. In the 1850†³s and on, most Americans were wondering about the benefit of a society dominated by cities, factories, and masses of wage earners. Along with cities and factories, pollution, and unhygienic situations was rising as well. Industrializing of the nation was wanted by many people but on the other hand, many people did not want to see the nation industrialize. The United States, at this point, mostly an agricultural society, nd most of the people lived on farms or in small towns, and had lots of open space to live in. These caused a slowing of the United States transforming into a industrial nation. Depression set and there was unrest in the work force. This began to change in the 1870†³s when the Populist Party gained a strong foothold. In 1897, the economic depression finally came to an end. In 1910, the United States firming planted itself as the world†s Probably the most important feature aiding the nation†s growth was technology. Two major inventions during this period were the invention of the gasoline-powered, nternal combustion engine and harnessing of electric power. Harnessing electrical power opened many doors for technological advancements. The cheaper and cleaner electrical power allowed for longer working days and easier working day for the laborers. Metal-working went right hand in hand with electric generators and related equipment. In 1878 the first gas engine was patented. This was responsible for the first production of the Model-T, the nations first automobile made by Henry Ford. Millions of people bought the Model-T, and that in turn called for millions of pounds of steel ,glass, rubber, etroleum, and other materials viable materials to be produced. This called for millions of jobs in coal and iron-ore mining, oil refinery, steel making, rubber manufacturing, machine tooling, and service stations. These and many other jobs led to corporations and new jobs Management of business is the next issue. The number of managers grew, as elaborate corporate hierarchies deformed both the tasks and status of individual managers. Day to day operations were replaced by middle managers, who oversaw a single department in corporate headquarters. This rapid expansion within corporate managerial ranks created a new middle class. They were loyal to their employers, but were at odds with both the blue-color workers, and with the older middle class of shopkeepers. Also small businessmen, an independent craftsmen were not too happy with the idea of this also. With all of this happening, there was a growing need to ship goods, which in turn led to a major need for the railroads. The next factor that helped the industrial growth was immigrant labor. Immigrant labor constituted about 70% of all the labor in the twentieth century. Immigrants built the nation†s tunnels and railroads , mined iron ore, coal and other minerals. They stoked the hot steel furnaces on the trains and in steel factories also. In the railroad industry was where the immigrants really made their mark. Immigrants worked long hours because really they were all of the early work force so they built much of the early railroad and were in on most of its matinence. Domestic markets were growing at such a enormous rate, manufacturers had to improve on mass-production. To speed up production, they needed to lower the cost of ll shipped items. This often meant that most workers were replaced by machines. Aside from an occasional matinence the machines worked cheaply. Also, manufacturers often found that distribution systems need to be revamped. This led to specialized sale forces, and on-going customer service. Duke who started a regional sales offices, made it so that his saleman could keep in touch with local retailers. This helped manufacturers tap into what the public wanted in turn keeping sales high. Duke also started national advertising which was a huge success. Duke was the father of advertisers of early industry. Many factors helped contribute to the growth of the nation†s industry. The five emphasized are the main factors that contributed the most to improvements in the industry. The improvements not only changed not only in increased revenue, but also in the way people lived their daily lives. The adjustment from small town, rural living and farming to big city living and urbanization led to some conflict of ideas among early workers. Other conflict of interest in business also surfaced as everyone wanted the get there hand in the money.

Management Response Questions Assignment Example | Topics and Well Written Essays - 750 words

Management Response Questions - Assignment Example This adds value to their as it is coupled with a wide range of both hardware and software products that they manufacture that contributes to its strength (Iliev, Lindinger, & Poettler, 2004). Apple has rare technology: the aluminum machining technology that they use in the manufacturing of their computers. This has makes them manufacture computers with unsurpassed strength and lightness. This rare technology has given them the strength they need to move forward because none of the other firms have access to it. Apple has been enjoying skills from their now former CEO Steve Jobs who had vast knowledge in mass hardware production (Muro, Murray, & Goode, 2010). He led the company into producing the best designed gadgets like the iPhones and the Mac’s. The strength here lies in the difficulty experienced by other competitors in imitating his skills (Iliev, Lindinger, & Poettler, 2004). Thus it is can be concluded that actually value rarity and imitability are three aspects that co ntributed highly to the strengths of an organization in the SWOT analysis. Question two The evaluation of any company helps assess the company in terms of effectiveness, functioning, problems and achievements. Therefore it is an important tool in trying to recognize the strengths and weaknesses of any organization. In the same light it helps the mangers to come up with better policies that could be used in improving the organization (Duncan, Ginter, & Swayne, 2005). Organization assessment following the SWOT analysis requires a keen look into various aspects of the organization so as to avoid a biased assessment. Having this information is essential as it will help in executing various tasks that can be used to improve the functioning of the organization or could identify problems that exist and thus help in solving those problems that could otherwise have been threats to any organization (Duncan, Ginter, & Swayne, 2005). Through this assessment the organization gathers information that is crucial in decision making that could help an organization decide on the mode of resource allocation, policies required to be put in place and this data could also be used for future planning. Conducting this exercise needs to be done in a careful manner so as to avoid overlooking other sides that may potentially affect the organizations operations (Duncan, Ginter, & Swayne, 2005). Question three According to my analysis in the computer industry, I have come to the conclusion that Apple Inc. has a strong SWOT analysis. Its strength factors outweigh its weaknesses and threats in the computer industry. This company has made use of the various opportunities it has identified in the computer industry and has thus remained at the top of the ladder. It has been able to balance all aspects of its SWOT analysis to ensure that its strengths are far much far than those of any other company (Muro, Murray, & Goode, 2010). The weaknesses are few such that they have been overshadowed by t he strength factors and this makes their customers to overlook this aspect thus making the company one step ahead of their competitors in the industry. Some of its strength factors include the $60 billion reserve that they use to acquire anything that they consider important for their operations. Secondly the technological advantages puts it ahead of others in the industry as they are able to produce products that

English Essay Example | Topics and Well Written Essays - 500 words - 3

English - Essay Example Home Heating Systems are indeed the best choice for homes like yours ( you have mentioned that you have an extended family living together) as they keep the house warm without overheating and many of the modern heating systems (which we frequently recommend) have been shown to cause a 50% lesser risk of dehydration than the conventional Gas or electric systems. Therefore I extend a warm welcome to you, since you have made the right choice in availing our advisory/consultancy services. The reason I am of the opinion that you avail yourself of our "Absolutely Free" Home Improvement Consultation is that you need to be able to identify the types of Home Heating Systems and be able to compare their advantages and disadvantages. This will help you make the right choice regarding the feasibility and brand name of your Home Heating System. A consultation with us will cover the types of brands of Home Heating Systems as well as the best brands in terms of after sales service and warranties. At this point I do not have enough information about the structural attributes of your residence and therefore it is too early for me to comment whether you should abandon your conventional central heating system for the "Forced Air Ducting System" or the modern "Radiant heating system". Heating needs. Also I agree that your old heating system is not a very pretty sight and does damage the wall paint and wall decoration.

Unprocessed foods Coursework Example | Topics and Well Written Essays - 500 words

Unprocessed foods - Coursework Example This entire, natural, eatable nourishment contains every one of the supplements your body needs and doesn’t have whichever substances which might hurt your body. When the entire, normal nourishment is processed, its concoction structure is changed, in this way adjusting its dietary quality. Whole uncooked sustenances are the most supplement-concentrated nourishments. That implies that for every unit of vitality you eat, you obtain the best measure of supplements as vitamins and minerals. Additionally, people that consume fiber-wealthy sustenance have small serum cholesterols amounts, a decreased danger of a few malignancies particularly disease of the colon.Micronutrients: They comprise vitamins along with minerals. Such minerals as well as vitamins are crucial co-catalysts during the procedures of metabolism that happen inside of the human body (Bendich 56).Kale, Carrot and Avocado Salad sustenances are the mainly supplement-dense nourishments.Fiber: Individuals who consume f iber-wealthy diets posses smaller blood levels of cholesterol, a decreased danger of a few tumors particularly colon cancer, as well as they well control glucose levels.Vital fatty acids: Equally omega three as well as omega six unsaturated fats are imperative parts of cell layers and are forerunners to numerous different substances in the body, for example, those included with controlling pulse and incendiary reaction. Proteins: Truth be told, hair as well as nails are generally protein made. Te human body utilizes it to manufacture and refurbish tissue.

Questios about graphs Lab Report Example | Topics and Well Written Essays - 500 words

Questios about graphs - Lab Report Example Such is the best solution rather than closing down the company. The number of firms remains steady in neither short-run, whereby no firm can enter nor exit. When the market price exceeds the average variable cost, the revenue generated by the firms will then cover the variable cost and some revenue left over to offset the fixed costs. The quantity supplied by each company will decrease and remain steady to where it can sustain to operate in the conditions. Thus, the quantity supplied in the market may not meet the required demand by the customers since the quantity will neither decrease nor increase till the firms are out of operating at loss (Caimcross 66). Q3. b) Monopoly is a market where production is under the control of a single supply. The marginal revenue is less than the average revenue because when the monopolists wants to sell more, they must reduce the price on each unit; this prevents the competition from happening. Q4. b) Economic profits are driven to zero when the demand curve, as well as the average total cost curves, are tangent to each other. In this case, the prices are equal to average total cost and thus the firms will earn zero economic profits. The quantity of outputs in the monopolistic competition is much smaller than the quantity that minimizes average total cost. But in perfect competition, price is equal to the minimum average total cost thus the companies produce at their efficient scale. The price in monopolistic competition is greater than marginal cost since the firm has the market power unlike in perfect competition where it is equal to marginal cost. Q5. b) Oligopoly is where a few firms exist in the market. The oligopolies face the downward sloping demand curve. In this case, the rival firms cannot follow a price increase by one firm hence demand will be relatively elastic and rises in the price that will lead to a fall in total revenue of the firm. Also, the rivals

Should Jouveniles Accused of Violent crimes be Tried and Jailed as Essay

Should Jouveniles Accused of Violent crimes be Tried and Jailed as Adults - Essay Example The cause of the dilemma was whether adolescents were to be tried in the existing adult courts and face punitive measures as applied to adult criminals. The issue of whether they would face trial in adult courts led to a critical question of whether they were 100% responsible for the crime they committed. Even when the assumption was that the adolescents were culpable of the crimes committed, an ardent concern would arise on whether they the competence required to handle the trial process. This paper will highlight that trying juvenile delinquents in adult courts is inappropriate. The onset of the 20th century saw the emergence of the initial literature on the means of resolving juvenile crimes. The institution of juvenile courts would soon follow, a factor shaped by the assumption that adolescents were more likely to adopt new attitudes because of their assumed malleability in comparison to adults. Such assumed malleability evident in adolescents motivated the adoption of rehabilita tion as the most effective strategy in juvenile courts. However, the approach of rehabilitation changed, getting more inclined to the punitive approach that was evident in the adult courts (Ash 146). In the 1960s, the rehabilitative approach was classified as unsuccessful in addressing juvenile crime, and with most of the courts proving highly punitive to juvenile offenders. In the 1970s, increased prophecies of a potential surge of juvenile crimes emerged. This perception served to alter the approach towards juvenile justice. In the following years, many juvenile delinquents received transfer to adult crimes to undergo trial. Many people believed that the prophecies would come true, and that an increase in hardened juvenile criminals would require stringent punitive measures. The perception that determined justice ideologies at that time were shaped by the thinking that adolescents who committed crimes needed to face similar consequences with adults committing similar offenses. How ever, contrary to the predictions, juvenile was only higher in the late 1980s and early 1990s, but subsided immensely in the years that followed. Although the predictions were falsified by the passage of time reduction of crime, they initiated the issue of adolescent culpability to crime, in the punitive system. This issue had been neglected because juvenile courts had adopted a rehabilitative approach. In the punitive system, it was critical for prosecutors to prove that the adolescent had made an informed choice to commit crime (Ash 145). Many people believed that youths above 15 years are able to make informed choice cognitively. However, in cases where evidence indicating the incapacity of an adolescent to carry out mature judgment, then that translated to a minimized culpability. According to Ash, it is critical for courts to realize that adolescence is a period where an individual is subject to increased peer influence, a factor that makes many of them perpetrate group crime. Evidently, this period of growth is defined by many mistakes in many individuals, before the young adolescents can discern individual goals and pursue them. Most of the adolescents only exhibit a crime record during this period of rigorous growth and confusion, but transform into responsible citizens after adolescence. Therefore, trying adolescents in adult courts and labeling them as hardened criminals was unfair, as this was an aspect limited to the adolescence stage, and they

WTO - Trade Dispute Case Studies Study Example | Topics and Well Written Essays - 250 words

WTO - Trade Dispute Studies - Case Study Example year 2010, Japan filed a complaint to World Trade Organization (WTO) regarding Canada’s tight measures concerning domestic content requirement in the feed in tariff program. Japan claimed that this tariff seemed to be laws and regulation that were affecting internal sales. They also claimed that the tariff was inconsistent with Article III: 4 and III: 5 of the GATT 1994. It claimed that this measures were meant for internal qualitative assessments. Japan finally alleged that this measures were like subsidy and that it could lead to price support or financial contribution or a form of income (WTO, 2014). During the resolution by WTO, USA and European Union requested to be enjoined in the case and on 1 June, 2011 Japan requested establishment of a panel. The panel after various meetings upheld Japan’s complaint under article 2.1 of WTO. Then later they found out that Canada had not implemented one of the international trade agreement (WTO,

Postmodernism as Philosophical Style Essay Example | Topics and Well Written Essays - 500 words

Postmodernism as Philosophical Style - Essay Example The essay "Postmodernism as Philosophical Style" examines postmodernism direction in philosophy. It is one of the stages characterizing the evolution of humankind philosophy. At first, the philosophy arena was dominated by pre-modernism, and then came the modernism thoughts and ideologies. Postmodernism is meant to challenge and evaluates the validity of the preceding philosophical direction, which was modernism. Postmodernism can be described as the rhetorical and strategic application of concepts like repetition, simulacrum, and difference to criticize other concepts like the historical progresses of ideology, epistemic certainty, and the universality of meaning. Postmodern philosophical thinking highlights some of the demerits of modernism as a direction of thinking. Postmodernists criticize by terming modernity as a western philosophy, which is outdated in the modern times. The most fundamental elements of postmodern ideology are the questions concerning the validity of Christian ity, truth and the general mentality. Postmodern philosophers question the validity of Christianity as a central feature of human morality. It asserts that the western philosophy continues to rely on ancient and traditional theological principles, capitalism, and rigid political systems. It also criticizes the aspect the irrational and unfair trade-off that exists between energy and the environment for their selfish economic reasons. France and Italy still work with the concepts developed from the structural revolution.

Managing the Transition to Higher Education Essay

Managing the Transition to Higher Education - Essay Example The secondary goal is to increase the degree completion rate of students in urban areas. Students are helped to be more efficient in their college experience so they can complete their degree as quickly as possible to assume family and job obligations. Some schools have instituted joint marketing procedures to entice high school students who are deeply interested in an undergraduate degree. (Rivard, 2001) Advanced technologies encompassing the internet and online databases have been utilized to promote teaching and learning on campus. The very nature of technology requires colleges and universities to make rapid decisions with flexibility. Students are more adept with the internet use for their academic and social relationships. In general, universities have already made substantial commitments to ubiquitous computing facilities which allow the development of a common database for institutional use and sharing with other universities. The technologically advanced institutions can share the lessons learned, and solutions with universities that are still establishing their academic computing program. (Rivard, 2000) The quality assessment of teaching and learning effectiveness is directly linked to state funding.

Jane Eyre in the Opening 3 Chapters Essay Example for Free

Jane Eyre in the Opening 3 Chapters Essay Charlotte Bronte is the author of the novel Jane Eyre about an orphaned girl struggling throughout the novel to achieve equality and to overcome oppression. In the opening 3 chapters, Bronte emphasizes Jane’s loneliness, lack of familial affection and emphasizes her sensitive nature and inner strength. As we witness Jane being punished and neglected at the hands of her unfeeling aunts and left feeling isolated and out of place in her society. Firstly, we are introduced to Jane, hiding reading a book. This establishes her odd and lonely place at Gateshead hall. As not only is she separated from the rest of the reed family but Bronte explains that she is ‘happy’ and ‘feared nothing except interruption’. To feel safe and content only from being excluded from her family signifies jane’s neglected and troubled childhood. This is indicated as a child should want to be surrounded by family and love. for Jane to be living in ‘despair’ by the sense of this seclusion to be ‘obstructed’ implies her inner strength of independence as she’s willing to find a book and read educating herself instead of moping and giving up. And she’s joyful when emphasises her independence and drive to find a book and read rather than mope. ane sitting and reading by herself, not allowed to play with her cousins, establishes her odd and lonely position at Gateshead Hall. Yet her willingness to find a book to read, rather than just moping, establishes her independence.

Ethnic Nationalism in Korea Essay Example for Free

Ethnic Nationalism in Korea Essay History influences the ethnic nationalism in Korea as well as the nature of the dynamic self-perception of the Korean people. Ethnic nationalism is defined as the combination of ethnicity and race due to historical circumstances. The self-perception of Koreans, a form of orientalism, derives from a form of ethnic nationalism and takes shape in the form of competitiveness amongst other nations. Although many critics argue that the stigma of ethnic nationalism may bring about a generalization of a nation’s people, the certain dynamism of Koreans cannot be masked by ethnic nationalism. Both forms of identity bring about different effects in the social and political world of Korea. Gi-Wook Shin, author of Ethnic Nationalism in Korea, claims that the effect of ethnic nationalism penetrates every aspect of Korean society: â€Å"Indeed, a sense of ethnic unity has served Koreans in a variety of ways from being an ideology of anti-colonialism to that of national unification†(3). He demonstrates that this notion of ethnic nationalism is strong enough to influence political and national policies in a country, but he also explains that ethnic nationalism originated from distinct historical events that had occurred in the country. This unique phenomenon formed due to the specific historical circumstances and influences of Korea’s past have not allowed Koreans to able to fully differentiate between race and ethnicity: Although race is understood as a collectivity defined by innate and phenotypic and genotypic characteristics and ethnicity is generally regarded as a cultural phenomenon based on a common language and history, Koreans have not historically differentiated between the two. Instead, race has served as a marker that strengthened ethnic identity, which in turn was instrumental in defining the nation. Race, ethnicity, and nation were conflated, and this is reflected in the multiple uses of the term minjok, the most widely used term for â€Å"nation,† which can also refer to â€Å"ethnie† or â€Å"race† (pg. 4, ENK) Shin describes that the conglomerate definition of ethnic nationalism has been formed from Korea’s historic events. In addition, Marxist historian Paek Namun concurred with Shin’s definition of ethnic nationalism: â€Å"Korea is a unitary notion with a common blood, territory, language, culture, and historical destiny for thousands of years† (5). However despite this deep rooted nationalism in Korea, Shin argued that this ethnic nationalism was not inevitable and could not have existed. He claimed that the national identity of any nation was subject to change depending on its â€Å"historical contingency†(9). For example, the increase in the foreboding presence of Japan, China, and other foreign countries throughout Korea’s history had also increased its sense of ethnic nationalism. More particularly, the distinction between Koreans and other East Asian countries posed as threats to the country, and Korea had thus evolved to form an ethnic nationalism that was â€Å"blood line† related. This strong sense of identity through blood is what critics relate to when defining the adamant stance in identity by the Korean people under Japanese colonialism. In addition to the different forms of ethnic nationalism, many have criticized and questioned Gi-Wook Shin’s broad definition of ethnic nationalism and its association with identifying the self-perception of Koreans. Critics of Shin’s argue that ethnic nationalism will result in essentialism and prevent the analysis of the true self-perception of Koreans. On the contrary, I believe that the dynamic nature of Koreans’ notions of themselves stems from a form of ethnic nationalism in Korea. Korea’s self perception is based off of the domination under foreign nations in the past and has stemmed from the ethnic nationalism that was represented in Korea under this oppression. Gilbert Rozman explains the effect that influenced South Korea from such oppression in South Korea’s National Identity Sensitivity: Evolution, Manifestations, Prospects: China with its precocious premodern past and record of regional centrality and Japan with its late premodern dynamism and modern rise to regional ascendency, Korea pales in comparisons that fail to appreciate its own relative strengths on an international comparative scale and its lack of reasons for guilt in external relations Koreans could take pride in how their country has repeatedly seized opportunities in confining circumstances (pg. 2) Rozman shows that the ethnic nationalism in Korea was the reaction reflected from the inferiority under Japan and China. He describes Korea’s struggle to appreciate their impressive standing as a nation confined between two great East Asian countries. Ethnic nationalism therefore formed due to their restless struggle and determinant fervor to seek a position in the global world that it could one day be proud of. The competitiveness that grew out of this distinct ethnic nationalism developed from an outlook judged under the international community and its standards of a successful country. South Korea’s dynamic nature therefore arose from an orientalist view that originated in the ethnic nationalism under Japan’s and China’s presence. Korea’s dynamic nature is one that constantly evolves and adapts to current modernization. Koreans have been striving to seek success in almost every international sector, whether it can be shown through economic success, technological achievements, or through physical achievements such as the World Cup. As Shin describes the 2002 World Cup phenomenon: â€Å" This fervor over the World Cup was not simply about soccer. It was also about national pride, identity, and confidence† (ENK, pg. 2), he explains that the reward of success had contributed to Korea’s definition of its own identity. In addition, Shin includes that of 542 surveyed Koreans, 76% of them had claimed to express a â€Å"renewed confidence in Korea’s capability in the world† (Korea Herald, July 10, 2002). As this identity is attributed to a prideful sense of ethnic nationalism based on success, the dynamic nature of Korea has certainly proved to work under its representation throughout the global community. As quoted above, Korea’s success is to achieve world recognition in order to rectify it’s â€Å"capability in the world†. This notion is what attributes the dynamic nature of the Korean people, and it is this attitude that pushes Korea to competitively seek its place as one of the top nations in the global community and rid its past image as the poor, war-ridden country that it once was in the past. Korea’s ethnic nationalism and self-perception have both been very influential driving forces in Korean policies and attitudes. Both of these notions are effected by the historic events that have heavily influenced and changed how Koreans view themselves. In addition to this similarity, Koreans’ self-perception has in fact stemmed from ethnic nationalism. However despite the relationship between the two, each notion has a much different effect on the people of Korea. Ethnic nationalism in Korea effects Koreans through its sense of unity and blood line. Self-perception of Koreans, however, impassion Koreans through a sense of competitiveness from the ethnic nationalism formed when Korea was under colonial rule. Therefore, Korean ethnic nationalism should not block Koreans’ outlook on themselves.

Matalan Architecture and Infrastructural Investigation

Matalan Architecture and Infrastructural Investigation Introduction to my Organisation BLAG I chose Matalan as my organisation to undertake my report on as it was the most convenient option since I work there part time and have worked with a lot of the systems they use currently. Matalan is a well-established fashion retailer based in knowsley and has over 200 stores across the U.K (Advameg, 2017). I decided to concentrate on a single store rather than the whole business as it would be too complex and be hard to gather all the information due to the wide scale of the company and this branch is called Matalan Sefton an is located on switch island retail park which is one of the first original stores to open in the company. I decided that the store was suitable store to use with the use of various technology used and the architecture and infrastructural system suggests that there was more than enough information that could be gathered in order to write an in depth report on. Collection of information Before I started any writing of the report I made sure had permission to discuss Matalans information and explained it was for not non-profession use. I originally asked my manager which she agreed to participate. However, as Matalan are a nationwide company a lot of their IT is out sourced and the manager gave me the number of the IT department. I rang explained the situation and organised a meeting at their head office in Knowsley lucky enough this is not too far away. I made a questionnaire and brought this to the meeting where I typed the answers and the information can be found in appendix. I also discussed the stores information system infrastructure and was shown the companies system model however I had to create my own version of this and this can be found in the appendix 2. During the process of the report I was in constant contact with my manager using verbal communication and any questions I needed to ask was solved by him this was particular useful for the type of hardwar e the store had as the meeting with head office was a brief overview of all the companies stores an werent specific. Report Findings The information gathered in this part is taken from appendixes 1, 2 3.1 Hardware Software The store has company standard three HP desktop PCs all have windows 10 implemented to be able to run the latest software to manage the store. Two of the desktops are located in the back office which are connected to the fax machine and printer. Another desktop PC is situated at the customer services help desk which is the most up to date out of them all due to the refurbishment of the store they decided to replace the old PC. This desktop PC is HP Pavilion 23 q141in N4R49AA Desktop PC with processor Speed of 2.2 GHz with 8GB of RAM this machine is used at the customer service desk and is used to search for delivers and return PayPal orders. The other latest Desktop PC is HP Pavilion p6-2014 Desktop PC Product with processor speed of 2.1 GHz and 8 GB of RAM this is used for the overall management of the store and this is connected to the fax machine HP 2140 Fax. The oldest is HP Pavilion p6112p Desktop PC with 8 GB RAM and 1TB hard drive and this desktop is connected to the HP LaserJ et P2035 mono printer which is a quite old machine in comparison with the rest of the hardware this is due the lack of use. On these Desktop PCs office 365 business is installed and is used to communicate by email, store data in the cloud and use the software available such as word, PowerPoint. Matalan use HP desktops as they have a good reputation for lasting long and have a few years warranty and have the necessary platforms them to run various software. The store also has three IP Phone devices all the same model called MiVoice 5330e which is used to exchange calls, voicemails and allow to hold the call. Matalan current use POS system called torex retail j this services allows the store to monitor transactions and stock levels, reports, manages the rota and manage the overall running of the store ect. (POSmatic Software, 2017) suggests that Point of Sale system is a connection with the hardware and software for checkoutsà ¢Ã¢â€š ¬Ã‚ ¦ where individuals transport and place the items or products they have chosen to purchase from the locationà ¢Ã¢â€š ¬Ã‚ ¦ so that credit card processing could be more easily and securely integrated. This system saves the company time as doing it manual would take time. The system also captures details of the customers and stores them on their Matalan card and on the database, it shows what the customer has purchased on the card. For the till points Matalan also used the software peninsula for their barcodes and have installed their peninsula barcode scanners called Phoenix II on each till point to scan the barcodes of products and any promotion codes that is valid. This software stores all the current barcodes for all the products in the system with the price and recognised them once scanned. Another software Matalan uses is Numero which is used to create reports on the performance level of the store and recognize different trends in the sales. For example, it will record hourly and daily totals then create graphs where you can compare the figures to different times for instances what was the sales total for this day 1 year ago and compare whether the business is up or down. These reports are useful for head office as it allows them to compare all 217 stores and gives them an idea which ones need to improve. Matalan also uses Remote Pensoft to which is a payroll system that hosts the payrolls then Matalan can gain access to the system and processes the payroll. The system calculations the taxes for each individual from their national insurance number. 3.2 Operating systems FINISH TONIGHT According to (Capron, Mitchell, Swaminathan, 2001) An operating system is a set of programs that lies between applications software and computer hardware; it is the fundamental software that controls access to all other software and hardware resources. Matalan use several computer systems as stated previous they use windows 10 on all desktop PCs as it run the necessary software the store needs to be able to run it successfully without any major problems. They also use this the manufacturer as they offer a graduate for all the product if something goes wrong. Matalan use torex retail j as their POS system to operating the till system and have had this system since 2013 and has served them well with not too many problems and if there is there is an on-call technician to combat any issues. 3.3 Networking Facilities (Englander Engl, 2014) indicated that networking is an essential component of modern technology infrastructure, providing the ability to interconnect devices to make it possible to share resources and services, to share and exchange data and knowledge and, even communicate. Matalan networking facilities is network connected online to the store server which is then permanently connected through the Ethernet to the head office. Matalan network exchanges real time information from head office to the back-office system vice versa to maintain information for every single transaction processed, to be able to check current stock, check delivery date, and to able to keep up with the latest promotions across Matalan. This network is suitable for a huge company like Matalan which is important to have a good infrastructure as it connects all the stores to one place to distribute data and communicate fast. 3.4 Security issues FINISH TONIGHT 3.5 Legal Ethical Requirements BLAG Data protection pci compliance It code of conduct As a company Matalan, must follow certain legislations with the importantly of the data they handle with certain penalties against the business if found not to be following. The company must follow the PCI compliance which (ControlScan, 2017) states is a set of security standards designed to ensure that ALL companies that accept, process, store or transmit credit card information maintain a secure environment. Matalan must be follow this compliance within all their stores as they are held liable if the business fails to follow the strict legislation and would result in the company being fined or sanctioned. Matalan lack of security would damage the customers trust in the business however Matalan currently have a strong security defend. The security solution has been invested in which is normally is issue when stores fail to follow due to the lack of budget. As Matalan store and use data they must follow the Data Protection Act which protects information held about people from being misused. According to Copyright, 2017, the Data Protection Act the information being stored must be: Obtained fairly and lawfully Used only for the purposes stated during collection Adequate, relevant and not excessive in relation to the intended use Accurate and up to date Not kept for longer than necessary Processed in line with your rights Subject to procedures to prevent unlawful processing, accidental loss, destruction and damage to personal data Protected from transfer to an area outside the European Economic Area (EEA) unless adequate protection exists for that data 3.6 Key Areas The Key areas for the Matalan is their head office department this is where the server replies on its network. I found this out first hand as a couple of months ago I was working on the tills the whole network went down which affected the chip and pin machines and this lead to the whole companies stores not being able to process no transactions with cards. The stores only back up were to use the old manual card imprinters which is not a very effective way to trade as it was time consuming. This highlights the importantly of computer systems for organisations as they are heavily reliant on them and wouldnt be able to cope with the demand. Systems Diagram Matalan current system infrastructure works effectively as it is simple and has good connectivity. However, I think the currently system should a back-up server in case anything goes wrong. This could be a network outside the company and in an emergency, there is that network to back it up which would decrease the chances of loss of earnings due to not being to complete sales. Strengths Weaknesses of the Organisations Computer Systems FINISH TINIGHT Technological Strategies FINISH TINIGHT New Emerging Technologies When we discussed new technology, we looked at rival retailers and what they had implemented. With most of the big companies have starting to use E receipts which is an electronic receipt that emailed to the costumer once they have they purchased items. This is beneficial to not only the customer but the store itself as it saves money on printing and paper cost. It also allows Matalan to market to customers and for the customer they are less likely to lose their receipts. Contactless is the latest technology hitting the high-street shops as it makes purchasing goods a lot easier and make transactions faster however Matalan havent yet implemented it into their stores but the manager stated that there has been talk of installing it this year across all store. A similar technology that could help the company sales is Apple/Android pay which is a digital wallet allowing safe payment by phone with finger print technology. This could increase sales as if the customer hasnt got any cash/card on them they could still purchase items and follows the same benefits as contactless. Matalan have a customer card system which the customer details are on the card allowing Matalan to market to the customer through email and send promotions. They have recently brought of a smartphone app called Matalan Reward Card App to replace the card, this has helped to promote offers by having the reward card on the app allowing the customer to see if they have any vouchers, alert customer if sale and update on the latest offers. Another form of technology Matalan could introduce to store is IPad and installed them to be able to order items into store for example large items like furniture as they only sell these on the website. References Advameg. (2017). Matalan PLC company profile, information, business description, history, background information on Matalan PLC. Retrieved from http://www.referenceforbusiness.com/history2/14/Matalan-PLC.html Capron, L., Mitchell, W., Swaminathan, A. (2001). Asset divestiture following horizontal acquisitions: A dynamic view. Strategic Management Journal, 22(9) Copyright. (2017, February 1). Data protection principles. Retrieved from https://ico.org.uk/for-organisations/guide-to-data-protection/data-protection-principles/ Englander, I., Engl, I. (2014). The architecture of computer hardware, systems software, networking: An information technology approach (5th ed.). United States: John Wiley Sons. POSmatic, I., Software, P. (2017). Point of sale (POS). Retrieved from http://www.posmatic.com/point-of-sale/what-is-point-of-sale.php http://www.conceptdraw.com/How-To-Guide/LAN-Diagrams Appendices Appendix A Questionaire Matalan Questionnaire: What Hardware is available for the store? Including any specialised resources? 3 desktops Printer Fax machine What software is available for the store to use? Retail j Retail manager Numero software peninsula software Remote Pensoft- payroll Windows pro Webmail Are there any strategies for commissioning or developing new hardware or software resources? contactless What Operating System(s) is available for the store to use? Retail java pen Why is this operating system chosen to be used in store? What networking facilities does the store have? Are there any security issues on the network? What security features do you have in place to prevent security issues? Are there any new technologies helping to benefit the store? What are the legal/ethical requirements for the store? Data protection PCI compliance It code of conduct 10. How does Matalan benefit from utilising computer systems? Help trade Quicker Productivity increase Increase sales Management Appendix B Hardware Specifications

Communism Essay -- Communism Essays

  Ã‚  Ã‚  Ã‚  Ã‚  Communism had one of the greatest political impacts than any other political ideas in the 20th century around the world. What is important and interesting about communism is its background, concept, and why many countries apply to this idea. This essay will generally focus on the background, ideology, and why the countries and political parties applied to this idea.   Ã‚  Ã‚  Ã‚  Ã‚  Communism did not exist until the 18th century. The idea of communism originated from the industrial revolution in Great Britain and French Revolution in France. These two revolutions had proven the fact that rich and power could be successfully challenged by the poor the powerless people. During this time  ¡Ã‚ §A German philosopher and economist born in 1818, who lived most of his life in England, Karl Marx ¡Ã‚ ¨ (Communism, pg 7) was very aware of the huge gap between the rich and the poor. The poor were starving while the rich were luxurious and wealthy. Marx wanted to change this, and he wanted to make things right, so the best way to accomplish the goal is through the idea of socialism or communism   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚ ¡Ã‚ §The word communism comes from the French word  ¡Ã‚ ¥commun ¡Ã‚ ¦ which means  ¡Ã‚ ¥belong to all. ¡Ã‚ ¦Ã‚ ¡Ã‚ ¨ (Communism, pg 6) The idea and concept of communism is very similar to socialism.  ¡Ã‚ §Under socialism, there will be shared ownership but people would still be rewarded according to how much work they have done. ¡Ã‚ ¨ (Communism, pg 5) In contrast...

Sports and Race in Washington, DC Essay -- Essays Papers

Sports and Race in Washington, DC In 1947, Jackie Robinson broke Major League baseball’s color barrier. He went on to become a symbol of positive change in the United States, an early indicator of the impending civil rights movement. During the 1940s, ‘50s, and ‘60s African-Americans were gradually hired into each of the major professional sports leagues. In fact, the sports arena was one of the first places where blacks were accepted on a national scale. However, not all professional sports teams welcomed black athletes with open arms. Unfortunately, segregation in professional sports occurred right here in the District long after Jackie Robinson played his first game for the Dodgers. The National Football League’s Washington Redskins, who played their home games in the District of Columbia, were still segregated in 1961. Not only were the Redskins still segregated, they were the only team in the NFL who had not yet signed a black player. The owner of the Redskins, George Preston Marshall, was a pompous racist, unwilling to curb his prejudices. Marshall’s only concerns were making money and staying loyal to stodgy and bigoted politicians in power at the time. Marshall paralleled the governmental institutions of the early 1960s. He conducted business and made money at the expense of African-Americans and ignored their needs, just as the government often ignored the needs of African-Americans of Washington. In fact, the Redskins’ target audience until the mid-sixties was primarily not Washington, DC, but the south. America’s south, like the District of Columbia, had a large African-American population that had been abused for hundreds of years with the institutions of slavery, and segregation. African-Ameri... ... though unintentionally, the move will be in the direction of a constituency they cultivated for a good deal of their existence† (Denlinger M4). The â€Å"constituency† that Denlinger is speaking of is the south. For years, Marshall marketed his team to a white southern audience with radio and television contracts. At the time of Marshall’s ownership the south was an area of the United States that was home to rampant racism. To George Marshall, the southern audience was key; it seemed to enjoy the all white Redskins in the 1950s, and supported the team. Building the team a stadium outside of the city would simply bring the team back into the shadow of George Marshall. Marshall catered to a southern audience during his time as owner, just as Cooke wished to cater to suburbanites with his stadium plan. In both cases, the fan base of the District appears to be ignored.

Negative Peer Pressure Essay -- Peer Pressure Speech

Go on." "Everybody's doing it." "It's only one drink." "You're such a loser." I didn't know what to do. All these voices were repeating themselves over and over in my head. I didn't want to give into them because I knew what I was doing was wrong. I didn't want everyone to think I was scared but what if my parents found out. Why was I here? Are these people really my friends if they are really doing this to me? These were the vital questions that I didn't know the answers to. I knew in my heart it was wrong but I gave in. This is usually the typical outcome of a scene like this. It is called peer pressure. It can be disguised in many different forms. In this essay I am going to look at different ways in which teenagers can be influenced by peer pressure. Many teenagers experiment with cigarettes, drugs or alcohol. It is likely that they take their first cigarette, drink or drug because of pressure from peers or friends. The influence of friends who smoke is the main reason teenagers start, although you are also more likely to start if your parents do. Cigarettes, like alcohol, are an acquired taste but over eight per cent of people who smoke in their teens become permanently hooked. Often adolescents drink to feel less uncomfortable and more relaxed with friends and peers and because they are encouraged to do so by other teenagers. Regular excessive drinking can lead to poor school work, social and emotional problems, the use of other drugs and sometimes even suicide, The main difference between alcohol or cigarettes and other drugs is that once you are over a certain age you can legally buy alcohol and cigarett... ...y develop other symptoms such as headaches or stomachaches. Some sufferers feel short of energy and want to sleep all the time; others will have difficulty in sleeping and become very tired. Tiredness, lack of interest and difficulty in concentrating can affect schoolwork. Depressed people often lose interest in hobbies and activities and feel cut off from the people around them. They feel worthless and believe they have no power to change the situation they are in. some young people turn to drug or alcohol abuse, sleeping around, crime, skipping school or running away from home. These can all be ways of distracting themselves from their feelings. Depression has to be taken seriously and sufferers need to seek immediate help. Counselling, psychotherapy or sometimes medication can make recovery quicker and easier.

Literature Review on Internal Audit

Survey finds internal audit risk assessments inconsistent Year: August, 2007 The report suggests that internal auditing needs to identify areas of high and moderate risk that are part of the internal audit plan but have been deferred or cancelled because of the organization's focus on Sarbanes-Oxley Section 404. It recommends that chief audit executives (CAEs) revisit the budgets, skills, and capabilities needed to achieve a comprehensive, balanced, and risk-based approach to auditing, as well as develop a process to advise the audit committee and senior management about emerging risks. In other findings, internal audit leaders say their greatest challenge is finding enough qualified talent to address the growing and increasingly complex needs of their stakeholders. To help address this problem, rotational staffing has become a key source of talent for more than 80 percent of respondents from Fortune 500 companies. Additionally, the report notes that audit departments are using report ratings, such as satisfaction or number scales, with mixed results. Although many CAEs say ratings allow them to communicate the potential level of exposure and risk associated with audit findings, 56 percent say ratings often create friction at their organizations and slow down the audit process. Finally, 43 percent of respondents use some form of continuous auditing or monitoring in their audit operations. The PwC report is available from the company's Web site, www. pwc. com/internalaudit. Reference: http://findarticles. om/p/articles/mi_m4153/is_4_64/ai_n27348378/ PwC Study: Internal Audits Lack Strategy for Risk Assessment Year: May 21, 2007 There continues to be a lack of consistency around the assessment of risk by internal auditors, according to the third annual study of current issues for the internal audit profession conducted by PricewaterhouseCoopers. A number of divergent and conflicting trends related to risk assessment are a concern among internal audit executives. Although there is growing interest in enterprise risk management (more than 80 percent of respondents reported they conduct an annual enterprise-wide risk assessment), only a handful of those surveyed said they update the internal audit risk assessment continuously, while 64 percent may be doing little or nothing between annual assessments. At one-third of the companies surveyed, multiple enterprise-wide risk assessments are being conducted across the organization. Of this group, only 20 percent consider these assessments â€Å"well† aligned, while 50 percent said they are â€Å"somewhat† aligned and 30 percent said they are â€Å"not well† aligned, with little or no coordination among the parties making the assessments. PwC said six imperatives should be considered when strengthening the internal audit risk assessment process, as suggested by the study: Adopt a process approach to risk assessment and planning. Supplement annual risk assessments with quarterly or more frequent updates. Leverage your prior assessment results. Align and leverage risk assessments. Seek out the specialized talent you need. Coordinate effectively with other risk management groups. â€Å"Today, there is a growing awareness among chief audit executives of the importance of linking risk assessments and effective audit coverage,† said Richard Chambers, managing director with internal audit services at PwC. To help strengthen risk management within their companies, audit groups must focus on assessing risk on an ongoing basis and continue to monitor and update their enterprise-wide risk assessments. † In the areas of finance, compliance, and operations — sectors that might be characterized as traditional areas of focus for internal audit — respondents expressed fairly high degrees of confidence (64, 49, and 43 percent respectively) in their audit coverage of these types of risks. However, they were significantly less confident with their audit coverage when dealing with risks in the areas of technology, fraud, and strategic or business risks. The 2007 study also found that internal audit groups reporting to the CFO organization devote more time to Sarbanes-Oxley compliance than groups that report directly to the audit committee or the CEO. According to the study, only 31 percent of internal audit functions reporting directly to the audit committee or the CEO devote more than 50 percent of their time to Sarbanes-Oxley compliance. By contrast, 46 percent of those who report directly to the CFO indicated that they dedicated more than 50 percent of their time to the Act during 2006. The study found that when internal audit reports to a level below the CFO in the finance organization, such as to the controller or treasurer, the time commitment to Sarbanes-Oxley compliance increases dramatically, with 69 percent of these internal audit functions reporting spending more than 50 percent of their time addressing compliance with the Act. Given the disparity of time dedicated to compliance with Sarbanes-Oxley depending on reporting relationships, these survey results naturally beg the question as to who is actually directing the focus and deployment of corporate audit resources,† added Anderson. Reference: http://www. accountingnet. com/x57724. xml Study: Impact of Economy on Internal Audit Profession *By: (SmartPros*) Year: June 15, 2009 The results of a new IIA survey have revealed perspectives on the cause and effects of the financial meltdown, as well as the views of internal auditors regarding how they are responding to the new economic and business environment. Speaking to a gathering of more than 2,000 internal auditors from around the world at The Institute of Internal Auditors’ (IIA’s) international conference held in mid-May in Johannesburg, South Africa, IIA President Richard Chambers, CIA, shared key results from the survey which reflected responses from 1,665 internal auditors in 57 countries. â€Å"This survey data gives us a global snapshot of how internal auditors view what has happened and how they are dealing with it,† said Chambers. â€Å"It also tells The IIA what we should look at closer for more in-depth analysis and development of new guidance. Three major areas of realization emerged from the survey results. Internal auditors’ views are split on whether risk management could have played a mitigating role in the financial crisis, and a majority felt there were more things internal audit activities could have done soften its impact. Organizations are redirecting their internal audit resources to cover recession-related risks. And within organizations receiving stimulus or rescue funds, more than a third of internal audit activities have not addressed risks related to the funding. The recession has had a trickle-down effect that has impacted the resources of internal audit functions. The European literature review on internal auditing: *How the internal audit function is changing in response to the shifts in global business practices*? Year: 2006 Purpose – By conducting the 2006 global Common Body of Knowledge (CBOK) study, The Institute of Internal Auditors (IIA) attempts to better understand the expanding scope of internal auditing practice throughout the world. The purpose of this review of recent internal auditing literature in Europe is to document how the internal audit function is changing in response to the shifts in global business practices. Design/methodology/approach – The literature in Europe is reviewed with a focus on developments that have implications for the expanded scope of internal auditing and the changing skill sets of internal auditors and their role in enhancing good corporate governance. This focus has implications for CBOK 2006. Findings – The literature indicates changes in the activities performed by internal auditors. The increasing complexity of business transactions, a more dynamic regulatory environment in Europe, and significant advances in information technology have resulted in opportunities and challenges for internal auditors. Although in 2004, The IIA responded to the changing organizational environment by updating the professional practices framework, more work needs to be done to prepare internal auditors for the expanded set of skills and knowledge required to perform audits of the future. Originality/value – By presenting an overview of past literature in Europe and discussing the shifting demands on internal audit services, the researchers hope to motivate further research in the field. PricewaterhouseCoopers' 2010 Global Internal Audit Study: Internal Auditors Should Serve as Strategic Advisors on Risk Assessment and Management *Year: April 1 ,*2010 NEW YORK, April 1 /PRNewswire/ — PricewaterhouseCoopers' sixth annual Global State of the Internal Audit Profession survey found that with global ndustries, economies and regulatory environments forever altered by the recent financial crisis, strategic risk management has become a key issue for business leaders. According to the 2010 survey of more than 2,000 executives from more than 50 territories, internal audit professionals have the companywide visibility and mandate to lead their organizations in enhancing this capability. This year's survey also demonstrated that, to remain relevant and meet stakehol der demands, internal audit must evolve to an enhanced â€Å"Internal Audit 2. 0†³ state that provides business leaders with actionable business risk intelligence. The financial crisis caused a heightened scrutiny of companies' risk management practices, as many have blamed the crisis on poor risk management,† said Brian Brown, principal and Internal Audit Advisory Services leader at PwC. Brown added that, â€Å"CEOs across all industries are looking to upgrade their enterprise-wide risk management capability to better prepare for success in what is expected to continue to be a very challenging business environment. Needs and expectations for internal audit have never been higher, so the key question is whether internal audit is delivering. There is also a challenge in building consensus for an expanded and more strategic role for internal audit,† said Brown. The 2010 State of the Internal Audit Profession study identifies three critical focus areas for internal audit departments: †¢ Critical risks and issues; †¢ Aligning internal audit's value position with its stakeholder's expectations; and †¢ Matching the staffing model with that value proposition However, these are also the three areas where internal audit leaders believe they have the most room to improve. What senior executives should take away from this survey is that, for an internal audit team to assume the role of strategic partner, members must employ highly experienced and skilled professionals who can pinpoint trouble spots, synthesize a lot of data, better utilize technology and help the organization be more successful in a very challenging business environment,† Brown said. With these new challenges in mind, PwC believes intern al audit must take a more radical approach to change than it has in the past, and rethink and redefine the way it works. The survey outlines several important steps that should be taken: †¢ Start with a plan Rethink risk assessment practices †¢ Fill the skills and capabilities gap †¢ Align with other assurance functions †¢ Focus on obtaining ROI from technology â€Å"In this year's survey, we introduced the concept of ‘Internal Audit 2. 0' to start organizations thinking about dramatic change,† said Brown. â€Å"As internal audit confronts new and continually changing needs and expectations, it must take the initiative to redefine its role. That means expanding its skill sets and preparing to take a leadership role as a more powerful resource for senior leadership, directors and boards in aligning strategy and risk identification, control and mitigation. â€Å"

Mr. and Mrs. Pitt: A Troubled Relationship from the Start Essay

In the renowned vision novel Harry Potter and the rate of the Phoenix by J.K. Rowling, Albus Dumbledore says, indifference and give egress often do much more(prenominal) damage than proscri can flop dislike. The play, Angels in America, A Gay Fantasia on National Themes by Tony Kushner, presents several bloods of characters. The kind of Joe and harpist Pitt in particular plays a vital utilisation in his play. By non fashioning the effort to fix the problems in their birth, Joe and harpist cast fin each(prenominal)y explicaten so distant from separately other that it is inconceiv fit to fix it.Kushner uses piecey different composition techniques to present that Joe and harpist affirm a failing espousals. He uses tone and dialog to depute that harper isnt dismissal to follow Joe in his advancing career. Next, Kushner references movies that collimate Joe and harpists kin. And lastly, Kushner adds real reality examples to show the ignore of harpers ablaze problems. All of Kushners piece of writing techniques add up to clearly explain why the marriage is failing.harpers decision to non go to capital of the United States D.C. with Joe is the first sign that harper accepts that their marriage has failed. harper denies Joes offer at bottom seconds of him proposing the idea. Her instincts tell her that moving to Washington D.C. allow for honest cover up their disquieted lives to go by means ofher up to now more. She then states, Were adequate here, (Kushner). The rapid response to Joes proposition and when she sarcastically states that they are happy hints that she is unhappy in the kin. It is also shown when she today says, Pret windup-happy, (Kushner). It because implies that they are untruth to themselves in order to make their kin begin the appearance _or_ semblance better. harpist does non want to melt with Joe because she wants out of their relationship. She makes up several excuses to beg off them for non mo ving. She starts out with referring to the Roman Polanski Film, rosemarys Baby. The movies protagonist, Waifish rosemary Woodhouse, thinks that her husband has given a madness their unborn baby to be able to succeed in his failing playing career (Bozzola).In Angels in America, the exchangeable blot is how Roy is giving Joe a procession in order to irritate some affaire out of it. The couple in the movie matchs to Harper and Joes marriage. Both Waifish and Harper halt suspicions about their husbands that regular(a)tually be number true. Harper on the other hand wants to get a style from her situation by not wanting to sham with Joe. She then refers to The Exorcist, scarcely Joe quickly says, The devil, everywhere you turn, huh buddy, (Kushner). What Harper does not realize is that Joe is the devil and until they separate from each other, she will always be near the devil. Since Joe is the devil, it is well impossible for their relationship to grow and fix it self because it is a thing that is very difficult or steamy to do or deal with, (Google, Inc.). Towards the end of the conversation, Harper mentions that when they first got wed Joe had all these mysteriouss and lies, (Kushner).Those lies that the relationship is based upon caused it to be goalless from the start. Because they were not truthful to one other from the beginning of their relationship, it has caused them later on on to have problems that are coming out now. If they would have dealt with the problems that they have had since the beginning, then their marriage would not be failing. Harper realizes that her relationship has failed and therefore she declines going with Joe to Washington D.C. It is shown that she realizes her marriage has failed when later that day she says, Without me. Without me, Joe. Isnt that what you want to prove? (Kushner). The emphasis Harper puts on without me confirms the feature that she has realized that the marriage has ended and that she wants to m ove on with her life. She does this so that Joe will get the hint that their marriage has failed and there is not anything they can do about it.Harper hears on the radio that part of the ozone storey is missing in Antarctica, but what she doesnt realize is that the missing hole is a metaphor for her relationship with Joe. Kushner adds this into his play to show the audience that their relationship parallels to this atmospheric damage. Harper first mentions the ozone class while she is wholly at home waiting for Joe to come home. Harper states, When you look at the ozone layerthings are collapsing, lies surfacing, systems of defense giving wayThis is why, Joe, this is why I shouldnt be left alone, (Kushner). The things that are collapsing in the ozone parallels to Joe and Harpers relationship. The neglect of the Earth, or the relationship in this matter, has caused problems to form that are close irreversible.With more and more neglect the worse the ozone is going to get therefo r without the straight-laced actions taken to fix the situation, it is going to diminish. Their relationship is the same way. Joe has not helped with Harpers drug addiction, so it has gotten worse and worse. And since Joe has not helped with her problems it has mediocre created another problem that they choose to fix in need to make better their relationship. But they did not so their relationship has virtually diminished. It was exponentially declining since the start of the bed cover in their relationship. Since the ozone layer is dep permiting, Harper flat coats that Joe should not be left alone, but right after she says that, she quickly changes saying that alternatively of Joe not being alone, she should not be left alone. This implies that Harper is the ozone layer and Joe is the person that keeps on damaging it. Harper does not know this but Kushner tells this to the audience so that they know.Joe has neglected Harpers ineluctably and has tho thought of himself thus causation emotional holes in Harper. These holes can single be filled in with a substitute, in this case diazepam. The drugs are the soupy necessities that fulfil her needs in her relationship. vindicatory as Mother Nature tends to even things out, Harper needs to even out her emotions that are not present with Joe. Joe has caused a major portion of the holes that are undercoat in their relationship. These holes are similar to the holes in the ozone layer that are caused by the neglect from mankind. The holes are irreversible and have a profound impact on Harper and Joes marriage. It is demonstrated when Joe shuts defeat Harpers emotional problems that he had caused. Joes neglect for Harpers emotional holes has caused them problems that cannot be fixed.Harper has always been terrified of the man with the knives (Kushner). At first Joe practiced thought that Harper was hallucinating and it was just a figment of her imagination. He even thought that Harpers Valium addiction m ight have been the reason for her hallucinations. But after talking with her, he finally realizes that it has been him all along that had been the man with the knives. He has been slowly putting to death his relationship with Harper by his secrets which are delineated by the knives. Harper was in bed when someone was in there under the covers with a knife, (Kushner). Harper and Joes situation represents that someone in their relationship is privacy a secret about themselves.This secret has to deal with the fact that someone is lying about their sexual needs. It turns out to be that Joe is hiding the fact that he is a homosexual to Harper. If in the beginning Joe would have told Harper that he was gay and that he was trying to work on it, their relationship would be more successful, but since he did not do this, his knives had been tearing international at their marriage. Each time he neglected to work on her problems and just let them slide by, his knife got sharp and sharper. I t made it easier for them to grow asunder and not know each other. Joes softness to help out with Harpers problems and being secretive towards her had caused them to grow apart and ruin their marriage without being able to fix it.Harper and Joes relationship had diminished over the years that they were married starting from day one. They put their heads down to their problems and just let them slide. Their relationship could only slip so far until it is nearly gone and that had happened. Kushner presented their failing marriage through many ways. He used Harpers decision to show that Harper does not want to advance with Joe in his career. Kushner then presents the movies The Exorcist and rosemary Babies to parallel the relationship of Joe and Harper.The ozone layer is added into the play as a metaphor of their declining relationship to let the audience know that they are failing in their marriage. And lastly Kushner uses the man with the knives as a way to say that Joe is killing their marriage from neglect towards Harpers problems. At first Harper and Joe had a great marriage, but after a while secrets and lies became the normal for them. These lies and secrets just worsen their marriage until it finally failed.Works CitedBozzola, Rovi Lucia. Rosemarys Baby Rotten Tomatoes. n.d. 22 11 2012. Google, Inc. define Devil Google Search. n.d. 22 11 2012. Kushner, Tony. Angels in America, A Fantasia on National Themes. New York City sign Communications Group, Inc., 1995. Rowling, J.K. Harry Potter and the run of the Phoenix . New York City Scholastic, 2003.