Historic accuracy of the movie 300 Essay Example | Topics and Well Written Essays - 500 words

Historic accuracy of the movie 300 - Essay Example The third correct historical accurate aspect of the movie concerns the words Spartan mothers tell their sons as they go to war: â€Å"Come back carrying your shield, or being carried upon it.† In the movie, Spartan Queen Gorgo {played by Lena Headey} says these words to her husband King Leonidas {played by Gerard Butler} as he prepares to lead his 300 Spartans to war against the Persians (Borza) The first historical inaccuracy in the movie concerns the size of the Persian army lined up against the Spartans in the epic battle of Thermopylae. The movie trailer mentions: â€Å"They {the Spartans} were 300 men against a Million.† The movie relies on the classical historian Herodotus, who estimated the Persian army at 1,700,000 soldiers collected from 46 nations. However, keeping in mind the population structure of the Achaemenid Persian Empire of that era, modern European scholars like Ernst Obst, William Woodthorpe Tarn and Robert von Fischer are in total agreement that the acceptable number was between 100,000 to 200,000. Even if 1,700,000 troops were somehow collected, it would be a monumentally huge logistical miracle to coordinate, put into position and effectively control the massive number of troops from so many nations given that computers and communication technology did not exist at that time. Secondly, if a 1,700,000 strong army had traveled the long distance from Asia to Greece in the absence of the railway and telegraph, the prevalent logistics and supply would be unable to provide sustenance for them (Farrokh). The second historical inaccuracy relates to weapons and armory. Firstly, the swords of both Greeks and Persians are depicted as traditional in size. In historical records, the Persian swords during that time were shorter and resembled daggers, while the swords of the Greeks were longer than traditional swords. The short size of

Poetry and Politics Paper Essay Example | Topics and Well Written Essays - 1000 words

Poetry and Politics Paper - Essay Example Bryant opens his poem with the recognition that slavery represents not only a â€Å"great wrong† but also a slow and painful journey in race relations (The Death of Slavery, Line 1). Bryant opens Death of Slavery with: O THOU great Wrong, that, through the slow-paced years, Didst hold they millions fettered, and didst wield The scourge that drove the labourer to the field, And turn a stony gaze on human tears, They cruel reign is o’er.... (The Death of Slavery, 1900, First Stanza). Thus for Bryant’s The Death of Slavery, represents not only a reminder of the pain and suffering associated with the oppression of one race over another, but its place in history also serves as a reminder that mankind can and has overcome the worst of evils punctuating race relations in history. Bryant’s last stanza of The Death of Slavery pulls this realization together as follows: I see the better years that hasten by Carry thee back into that shadowy past, Where, in the dusty spaces, void and vast, The graves of those whom thou hast murdered lie. The slave-pen, through whose door Thy victims pass no more...(The Death of Slavery, 1900, Last Stanza). ... Bryant (1900) likewise recalls that this â€Å"grim† past: At which the slave was sold; while at thy feet Scourges and engines of restraint and pain Moulder and rust by thine eternal seat. There, mid the symbols that proclaim they crimes, Dwell thou, a warning to the coming times (The Death of Slavery, 1900, Last Stanza). In other words, recalling the evils of the past, serves as a caution to resist evil of any kind relative to race relations among mankind. Obama likewise, sees the utility in remembering the cruel past. Obama stated that he felt it was a significant visit for his daughters as they would be encouraged to fight cruel oppression of any kind to prevent this kind of history repeating itself. Thomas Merton’s And the Children of Birmingham was written in the 1960s amidst the race movement in the US during that time. The poem reflects on the bombing in Birmingham, Alabama that killed Black children staging a protest in the 1960s against the oppression of Black in the US is also instructive. And the Children of Birmingham likewise calls attention to the cruel pass in terms of race relations and also speaks to man’s ability to overcome this kind of cruel legacy. Herron (2005) informs that from Merton’s perspective however, the death of the children in Birmingham is less about marking the history of race relations among Americans. Instead, And the Children of Birmingham is more about hope and this hope is expressed by calling upon Americans everywhere to look upon all Americans as equals, as brothers and sisters (2005). And The Children of Birmingham draws attention to the innocent victims and inheritors of the evils of cruel race relations

A Study in Sociology Essay Example for Free

A Study in Sociology Essay Suicide always fascinated academic researches for a long time however it is has been an area of study limited to the field of psychology. Sociology is a relatively new field of social sciences. It started looking into suicide, not just as a personal act, but as a social action which is not entirely divorced from social forces. This paper discusses pertinent studies on the phenomenon of suicide and seeks to present literatures concerning this act. Moreover, differing ideas and interpretations on suicide are presented to carefully elaborate different perspectives on the subject matter. A Study in Sociology Arguably the first person to connect suicide to the study of sociology is sociologist Emile Durkheim. He presented that although suicide is a personal choice of the individual, the act is not separated from the context of a society. He looked into pre-existing records and analyzed suicide trends in different societies. Based on these suicide trends, there are four classifications of suicide: 1) Egoistic; 2) Altruistic; 3) Anomic and; 4) Fatalistic. Social cohesion plays a vital role in Durkheim’s theories on suicide. Egoistic suicide occurs when a person has a relatively low degree of integration into a society. On the other hand, a high degree of integration into a society can also result in suicides that are meant for a higher cause within a society. He also argued that changes in social order and the individual’s perception towards social change would explain anomic suicides. The phenomenon of fatalism takes place in extreme social contexts, where a person would decide on killing himself rather than suffering dire social conditions (Durkheim, 1951). Self and Society From an object of study limited to psychology, suicide became a subject of sociology. Durkheim’s research proved that the traditional perspective that view the subject matter as a psychological behavior and entirely individualistic in nature is a constricted framework when looking into suicide. This implies that social structures, social forces as well as social conflicts and changes are intervening factors in a suicide phenomenon. C. Wright Mills (2000) supported that one cannot separate behaviors and actions of an individual from the larger social context. He wrote that â€Å"the personal troubles of the milieu are connected to the public issues of social structure. † The individual committing suicide must therefore be located in his social as well as historical contexts. Current Trends on Suicide Studies After Mills and Durkheim laid the foundations of suicide as a sociological subject, numerous studies concerning suicide have been conducted in both psychology and sociology. Currently, suicide studies are interconnected with other factors such as gender, poverty, small arms, mental disorders and even medicine. It is now linked to modernity (Baudelot and Establet, 2008), attitudes and experiences of oncology patients (Emanuel, Fairclough, Daniels Clarridge, 1996), a demographic-specific trend such as adolescents (Brent, et. al. , 1988), cultural forces (West, 2005), economic conditions (Ruhm, 2000), as well as access to weapons (Brent, et. al. 1991). Suicide and Modernity Baudelot and Establet (2008) worked with Durkheim’s premises in their study of suicide. They stated that â€Å"The link between suicide, affluence and individualism is more complex—suicide rates do reflect broad social trends but they are also influenced by the structural position and lived experience of small social groups. The notion of social well-being is demonstrated to be a key factor in changes in suicide rates. † While sociology itself cannot accurately predict a suicide case, the collective gathering of these cases provides a fertile ground for sociological interpretations. Modernity is a historical as well as social era where social changes occur and these cases of suicide are descriptive of their milieu. Suicide, seen as such in the context of modernity, is a social fact. It describes the changes that occurred during the time of modernity. Societies that are rigid in its goals during the time of modernity are those that adamantly pursued modernization. It is in this context that suicide rates are known to be higher in the Communist Bloc, China and India (Baudelot and Establet, 2008). Economics and Suicide While both affluent and starving groups of individuals commit suicide, the role of economics cannot be downplayed in the study of suicide. On the macro-economic level, the period of modernity prominently features suicide trends in a time where economies were vibrant and booming. On the other hand, a stagnating economy, such as in a recession, also has an effect on suicide. Ruhm (2000) argues that â€Å"unemployment is negatively correlated to mortality and that unemployment is positively correlated to suicide. † In Japan, suicide is seen in a cultural context. Since individuals in the Japanese society are strongly connected to their social, political and cultural spheres, there is tendency for the push and pull of altruistic-egoistic suicide to occur. This is seen when the rule of law in Japanese society permeates the personal sphere such that debts and divorces are major factors affecting suicide (West, 2005). Suicide and Norms Sociology also attempted to explain suicide in a broader sense—by zooming out of the individual and focusing on social factors that affect the phenomenon. Psychology argues that those committing suicide are psychologically ill or that the individuals committing them are inept in their coping mechanisms. While suicide might seem irrational, there are rational premises that are least likely explored. Societies that are relatively more tolerant of suicide, as well as the individual’s cognitive ability to rationalize the act are also extraordinary factors contributing to suicide trends. Rendering rational suicide normative in a society creates the positive feedback mechanism necessary for a rational suicide to occur. This type of suicide is also surprisingly limited to a specific demographic, namely the educated and successful. Rationality of Suicide One of the fundamental question relating suicide and society lies in the rationality of the act. Is the act ‘rational’ based only on the perceptions and actions of the individual, thereby rendering the act an exclusive study within psychology? Or is this rationality of the act itself being defined not only in terms of the individual’s values but a rationality that is predetermined by the values and norms of a society? Although there are many reasons for suicide, there are factors that least likely determine suicidal trends, but are potent social forces (i. e. education, family, religion) that must be considered. Suicide occurs for a number of reasons such as depression, substance abuse, shame, avoiding pain, financial difficulties or other undesirable fates. † Defying the commonplace definition is the concept of rational suicide. Rational suicide is â€Å"ending ones life out of a conviction that one has lived long enough, that the likely future holds more pain than joy† (Lerner, 2004). Surprisingly, rationality of a suicide act Keown (1995) showed that there is prime value placed on the moral intention behind the act of death itself. This applies not just in euthanasia but also in rational suicide. What are the intentions behind the suicide? Is the decision independent of life’s problems that can be solved? Is it free from outside pressure from a belief system, mores or culture itself? This is the litmus test of the rationality or irrationality of suicides. Sociological and psychological studies attempted to look into the duality of forces working on suicides—individual and social. It is arguably psycho-social factors that are deterministic of the suicide trends across societies. Social institutions, many sociological studies posit, are playing a huge role in the nature and type of suicides in a given society. Stack and Kposowa (2008) concludes that: â€Å"National suicide rates are predictive of individual-level suicide acceptability. However, the main predictors of suicide acceptability included a measure from social learning theory, religiosity, and a neglected measure of control theory, life satisfaction. † While the act of committing suicide is a very individualistic act, there are factors to be considered that are social forces with repercussions and influences on individual action. The act of suicide presents how the personal milieu is linked to the larger issues within the social institutions. References: Baudelot C. and Establet R. (2008) Suicide: The Hidden Side of Modernity. John Wiley Publications. Brent, D. A. , Perper, J. A. , Goldstein, C. E. , Kolko, D. J. , Allan, M. J. , Allman, C. J. , and Zelenak, J. P. (1988) Risk factors for adolescent suicide. A comparison of adolescent suicide victims with suicidal inpatients. Archives of General Psychiatry. Vol. 45, No. 6, June 1988.

Zara Marketing Mix and Strategy Analysis

Zara Marketing Mix and Strategy Analysis Pardeep Singh Sangwan Introduction Zara is a Spanish clothing and accessories retailer located in arteixo, Galicia. The company was founded in 1975 by amancio Ortega and rosalia mera. It is the main brand of the inditex group, the worlds largest clothing retailer. The fashion groups also have some popular brands like oysho, Massimo dutti, oysho, etc. Their first store features products which are popular and high end clothing fashions at very low prices. In 1980 they opened other stores throughout Spain. In 1988 they started their international expansion by opening store at Porto, Portugal. Zara opened their store in Australia in 2011.ÂÂ   Now in 2016 they have 2,100stores located in 88countries. Zara has remarkable logistics and they produce new products in 2-4 week. Zara is known for their fast fashion, which means latest products may disappear off the shelf within days, forcing customers to come back constantly to check for new designs. Zara has very unique marketing. Zara spends only 0.3% of their revenue on d oing promotion thats why they do not appears on television or any other advertisements. Instead of promotion Zara focuses more on their product, place and pricing. Zara rarely advertises any store sales or have sales promotions other than sale items unlike other retailers. They have very unique thing that they do not put their brand or logo on their products. In contrast to other local retailers Zaras sales associates do not focus on personal selling. Their customer service within the store is rather weak but their products and affordable prices make customer to come back to stores to do shopping. Their product quality, price own advertises it. Zaras Vision Zara through its one of a kind plans of action and stores has demonstrated business can be effective with next to zero promoting. This business is conceivable just through unrivaled client benefit encouraged by proceeded with capacity to restock and react to client needs inside days. This gives Zara the aggressive edge. Thus, keeping in the mind the mission, they generally inventive their items to upgrade shopping knowledge and give new plans at moderate costs produced using quality materials which take after most recent patterns. Zaras Strategy for Growth and Positioning Zara has confidence in zero promoting. It would preferably spend on store development than to publicize. In any case, the insignificantly promote in design magazines. The method of reasoning behind this is the brisk turnaround of store show, which is around 4 weeks, which renders publicizing a superfluous cost. Likewise, Zara focuses on productive outline to market cycle and concentrate on displaying vast number of plans every year. The workforce in Zara is fundamental to its prosperity appropriate from the creation to the store level as to put the input produced about mold execution at store is permeated to the architect and generation and inventory network puts the most recent styles in 2 weeks time. Segments Market segmentation is a marketing strategy which involves dividing a broad target market into subsets of consumers, businesses, or countries that have, or are perceived to have, common needs, interests, and priorities, and then designing and implementing strategies to target them. Demographic Segment- Zara is focusing on youthful purchasers with extra cash. This will be fundamentally in creating nations and created nations. This presents them with a sizeable populace. As indicated statistical surveying, the clients in these nations will attempt new brands however in the meantime are cost and quality cognizant. Economic Segment- Because of low currency, low work expenses and chance to be nearer to clients, Zara need to consider techniques to take profits by other area. Since the opposition has as of now entered the more up to date showcase and is always attempting to use the advantages related with these business sectors. Legal Segment- Owning to increasing work costs and stringent work laws, the production forms in the present nations dont paramount as they will build the generation costs. In the event that, Zara does not have any desire to decentralize these capacities, there are no laws administering their choices as mold industry is not under controls. Technological Segment Zara uses unique technology know as IT to manage their supply chain which gets to low cost in operating. Zara can use IT to extend their distributing and manufacturing activities outside Spain. Global Segment Owing globalization and fast progression in advancements, a few minimal effort generation focuses have come up. With a specific end goal to lessen the expenses significantly further and look after quality, Zara can have seaward generation offices to minimal effort area keeping in mind the end goal to bring down the expenses. Zara being in center form industry with quick cycles have a novel where it provides food just on the main edge of the item cycle which empowers it to convey the guarantee of Moment Fashion. Opportunities Expansion plans- The gathering contributed more than 2.8 billion to open new stores universally in nations it as of now has a nearness and couple of new markets too. The rate of development of stores has been high as 640 stores for each yr. Zara mold will be made accessible in Korea, Ukraine, Egypt .A very much characterized development plan is basic to the corporate goal of worldwide extension with maintained income development later on. Growing Online Sale- Online retailing has been growing at a singing pace in the most recent decade and considering UK showcase, more than 14 billion has been spent online shopping. Zara ought to attempt to open online retail shops oblige the gathering of people who need to look for institutionalized adaptation items. This additionally introduces a chance to show the whole product offerings from Zara and can be effectively sought. Threats Internal Analysis- Zara attempt the asset view and study the inward investigation. Zaras principle resources are the planners, the coordinations procedure, in store sales individuals and the store feeling. These designers are responsible for producing new outlines in a limited capacity to focus time. In the wake of getting the input, they have roughly 2 weeks to convey the article of clothing to the store. Each of the creators is a significant and expensive asset and this speedy turnaround time is not imitable subsequently misused by Zara without limitations. Competitor Analysis- Zara main competitors are HM, GAP, UNIQLO, etc. boasts of large network of stores and has a strong financial leverage as it aims to tap into growing online retail segment and into franchising to expand into new market. On the other hand, HM are matching Zara in terms of designing and also have strong procurement practices. Unlike Zara, they collaborate with designs and have much wider presence as compared to Zara. Products Zara stores have mens clothing and womens clothing, each of these subdivided in Lower Garment, Upper Garment, Shoes, Cosmetics and Complements, as well as childrens clothing. Toxic Free Production- In 2011, Greenpeace began an exchange with Zara to prohibit hurtful poisons from the dress creation. In November 2012, Greenpeace distributed the Harmful strings: the huge mold line up report, in which Zara was distinguished as the most exceedingly awful. In 6 of the 10 garments that were inspected, nonylphenol ethoxylates were found, and in 2 cases malignancy initiating amines from azo colors were found. After this distribution, Zara was picked for instance as greatest retailer on the planet to bring issues to light. Different dissents were held at Zara shops everywhere throughout the world, requesting Zara to think of an aggressive arrangement to detox its garments and esteem .Some of the most harming poisons will be abstained of before, for instance PFCs will be prohibited by 2015. Zara additionally guaranteed to make data about its providers releasing of poisons freely accessible for no less than 100 providers (no less than 40 of which are situated in China) before the finish of 2013. Controversial Products- Zara pulled back a purse from their racks after a client saw a swastika on the sacks plan. The pack originated from an outside provider and Zara said the image was not unmistakable when the tote was picked. Zara representative Susan Suett said had they saw the satchel highlighted the image; they would not have sourced it. When educated of the swastika image, they quickly pulled back the thing from their racks. Zara got feedback for offering a little child T-shirt for nearly looking like garbs worn by Jewish death camp prisoners. The T-shirt was striped and included a yellow star fundamentally the same as the Star of David. Zara said that the plan of the shirt was propelled by the sheriffs stars from the great western movies. After being on sale for a couple short hours, Zara quickly expelled the shirt and apologized. The shirt was sewed in Turkey and sold in Zaras Albanian, French, Israeli, and Swedish online stores. Zara got substantial feedback for offering the T-shirt in Israel si nce Israel does not have sheriffs. Furthermore, Sheriff is sketched out in straightforward letters on the brilliant yellow star. Hana Levi Julian wrote in the Jewish Press that the outline of the word makes it hard to see. The organization said that the sales got from the T-shirts were peripheral and any outstanding T-shirts would be devastated. The Anti-Defamation League reaction to the shirt was The shirt embellished with the yellow star is in poor taste and is profoundly hostile to Jews and Holocaust survivors. To any individual who knows their history, this sort of symbolism ought to be beyond reach. We respect Zaras acknowledgment of the shirts possibly hostile symbolism and expulsion from sale. Strategies Corporate Level Strategies- The Corporate level techniques of Zara can be like that of its parent, Inditex Group. Its procedures can be grouped in view of three structures -Ansoffs Matrix, BCG Matrix and GE-Directional Policy Matrix. In view of the Ansoffs Matrix, Zara takes after the accompanying vital Directions: Market Consolidation and Product Development by getting the most recent in vogue outlines from the plan stage to the dissemination inside 2-3 weeks, much shorter than the business normal. Zara is working in an industry of high development of around 405 while having a high piece of the pie in the vast majority of the nations. This puts Zara as a star for Inditex Group in the Growth-Share BCG Matrix. Likewise the quality of its business is high, hence placing it in the Investment and Growth course of the Directional Policy Matrix. Business Level Strategies- Zara characterizes its objective market as Youthful, instructed one that preferences design and is delicate to mold. This objective is extremely expansive on the grounds that it is not portioned by ages and ways of life. In this way the extent of Zaras business is expansive. Zara likewise takes after both the cost initiative and Differentiation techniques. Functional Level Strategies- Zara changes their designs every week and it is easy for them because of their manufacturing systems. Their technology helps to reduce the time for equipments, increases utilization of machines within the scheduling time and improves quality of products at every stage of processing. Global Strategy- Zara did not follow nay localization in the counties where it was available and given just institutionalized items. Additionally it put stock in giving the most recent design at low expenses. Along these the Global Strategy Grid it can be seen that Zara follows a Global Standardization Strategy. By doing as such it wanted to expand its benefit by lessening costs and accomplishing economies of scale. Conclusion In conclusion, Zara has maintained an upper hand over its competitors by the response to the changing market trends and fashion and by vertical integration. Zara is a successful international retailer which, in less than 30 years, has transformed itself from a Spanish local brand into truly global brand. Zara, with its present IT infrastructure has been effective and able to be consistent with its core business. However, depending on an unreliable change from the supplier side, obsolete OS will not be compatible for future improvements or growth. Although, there no immediate need to change the current system, Zara should not invest more in the current obsolete IT infrastructure. It should adopt the change to the new OS eventually. Making a gradual change to the new system will increase Zaras efficiency, without facing the sudden setback of implementing the change at once.

Meetings :: essays research papers

Tips for Making Meetings Effective Throughout a project-oriented deployment, you will be required to conduct numerous meetings with your customer. If you plan them properly, you will be able to steer the project in the right direction. It also gives you the ability to gather all the key players in one room, put them on the same page, work through any issues that might have arisen and make any decisions that need to be made. When I first started running my own projects, I was given some great tips on what makes an effective meeting and felt that it might be helpful if I pass them on. Set Objectives – The art of setting objectives is something you will get better at with experience. You will want to give the attendees as much information as possible on why you have called the meeting and what you expect to accomplish. You will also want to set a clear timeline. Establish an agenda and distribute in advance – Send your attendees an agenda and a copy of the documentation you will be presenting to them. This gives them the opportunity to become prepared for the meeting and the opportunity to truly participate. Your results will fall short of your objectives if you give a customer a fifty page document and then turn around and ask if he or she has any questions. Send it out a few days in advance and let them know that you are willing to answer any questions they may have. Ask the attendees if they have talking points for the agenda and have them email those thoughts back to you before the meeting so you too will be better prepared. People love to participate. This shows them you are interested in what they have to say and also shows them that you like to be prepared in advance so as to not waste anyone’s time. Start and end the meeting on time (Don’t allow interruptions or sidetracking from the meetings agenda) – It is important for you to utilize your time as efficiently as possible. It is a good ideal to set tentative times for each item and then stick to them. You do this by the art of â€Å"on table / off table†. If you find the meeting getting off subject, you will want to take the subject â€Å"off table†. Then when you are documenting and assigning the next steps you will be able to schedule time for those questions / comments, if they are truly important.

Form and Structure of a Servant to Two Masters Essay -- essays researc

?A Servant To Two Masters? is the play that I studied. The structure is simplistic but also dynamic. It is quite an unusual play this may be something to do with coming under the genre of Comedia Del Art this is a form of theatre. Groups of actors would travel and perform their improvised plays. Their plays would usually be non-scripted and be very much like a pantomime. If plays were ever written then they would be written after they were performed. Comedia Del Arte was and still is enjoyed by many people. Lower class citizens could enjoy the simplistic storylines, as the upper class would admire the comedy within the play. Lazzi scenes were used in the plays to make the audience laugh. The spectators would most be looking forward to this part of the play, the only sequence that was rehearsed and written down. Lazzi comes from Lacci, which means cord or ribbon. A Lazzi scene is used to help tie the play together this maybe a metaphor for unravelling the plot. In ?A Servant To Two Masters? where Truffaldino is serving both of his masters, not knowing the other is there, is a La... Form and Structure of a Servant to Two Masters Essay -- essays researc ?A Servant To Two Masters? is the play that I studied. The structure is simplistic but also dynamic. It is quite an unusual play this may be something to do with coming under the genre of Comedia Del Art this is a form of theatre. Groups of actors would travel and perform their improvised plays. Their plays would usually be non-scripted and be very much like a pantomime. If plays were ever written then they would be written after they were performed. Comedia Del Arte was and still is enjoyed by many people. Lower class citizens could enjoy the simplistic storylines, as the upper class would admire the comedy within the play. Lazzi scenes were used in the plays to make the audience laugh. The spectators would most be looking forward to this part of the play, the only sequence that was rehearsed and written down. Lazzi comes from Lacci, which means cord or ribbon. A Lazzi scene is used to help tie the play together this maybe a metaphor for unravelling the plot. In ?A Servant To Two Masters? where Truffaldino is serving both of his masters, not knowing the other is there, is a La...

PEST Analysis Of AirAsias Essay

1.1Background AirAsia was set up by Dato’ Tony Fernandes in 2001. In December 2001, Fernandes and his partners set up Tune Air Sdn Bhd (Tune Air), an airline holding company then bought over AirAsia. Now, AirAsia has become one of the most successful airlines in the Southeast Asian region and the pioneer of low cost and no frills travel in Malaysia. The leading low fare airline in the Asia – AirAsia has been expanding rapidly since 2001, to become an award winning and the largest low cost carrier in Asia. With a fleet of 72 aircrafts, AirAsia flies to over 61 domestic and international destinations with 108 routes, and operates over 400 flights daily from hubs located in Malaysia, Thailand and Indonesia. To date, AirAsia has flown over 55 million guests across the region and continues to spread its wings to create more extensive route network through its associate companies, Thai AirAsia and Indonesia AirAsia. AirAsia believes in the no-frills, hassle-free, low fare business concept and feels that keeping costs low requires high efficiency in every part of the business. Efficiency creates savings which are then passed on to guests so that affordable air travel can become a reality. Through our philosophy of ‘Now Everyone Can Fly’, AirAsia has sparked a revolution in air travel with more and more people around the region choosing AirAsia as their preferred choice of transport. As AirAsia continuously strives to promote air travel, we also seek to create excitement amongst our guests with our range of innovative and personalized service. The aim of the investigation The aim of this analysis is to conduct a PEST and SWOT analysis in the context of AirAsia’s international business operations, identifying the major variables involved and the impact of the specific threats and opportunities confronted by AirAsia .Besides that, The purpose of this report is to identify its stakeholders and core competencies, carry out a investigation of its external environment, review a strategic analysis of Airasia to identify opportunities and threats it might face, and to isolate key strengths and any weaknesses that need dealing with. Moreover a SWOT analysis will be carried out to assess the extent to which its strategies are suitable to what is happening in its present environment. Finally, after  identifying competitive strategy a Strategic plan will be made to gain competitive advantage. Chapter 2 DISCUSSION 2.1 Company Overview AirAsia is currently one of the leading low cost airlines in South East Asia which has expanded rapidly and it’s still the second largest air carrier in Malaysia. It dynamic nature of business is based on domestic and international flights, holiday and business arrangements for its customers domestically and internationally around the region with the low fare, safe and convenience means of transportation. (www.airasia.com). AirAsia’s vision To be the largest low cost airline in Asia and serving the 3 billion people who are currently underserved with poor connectivity and high fares. AirAsia’s mission To be the best company to work for whereby employees are treated as part of a big family Create a globally recognized ASEAN brand To attain the lowest cost so that everyone can fly with AirAsia Maintain the highest quality product, embracing technology to reduce cost and enhance service levels AirAsia’s values AirAsia make the low fare model possible through the implementation of the following key strategies: SafetyFirst: Partnering with the world’s most renowned maintenance providers and complying with the with world airline operations. High Aircraft Utilisation: Implementing the regions fastest turnaround time at only 25 minutes, assuring lower costs and higher productivity. Low Fare, No Frills: Providing guests with the choice of customizing services without compromising on quality and services. Streamline Operations: Making sure that processes are as simple as possible. Lean Distribution System: Offering a wide and innovative range of distribution channels to make booking and travelling easier. Point to Point Network: Applying the point-to-point network keeps operations simple and costs, low. Products and Services offered By Air Asia In-flight services: †¢ Air Asia offer food and drinks on board programme . †¢ In-flight services customise meals and merchandise package upon request e.g. caps, T-shirts, and pants. Online services: †¢ Online booking makes it more convenient for its customers to book online anywhere anytime. †¢ Flight information is available to help customers make enquiries on flight schedules arrival and departure time and date. †¢ Chatter –flight: Created for a group of people, business travellers for purposes like meetings, conventions, leisure or even exhibition. Channels of distribution A number of alternate ‘channels’ of distribution may be available: Selling direct: †¢ Outbound sales forcer †¢ Via mail order, Internet †¢ Telephone sales Selling indirect: †¢ Agent, who typically sells direct on behalf of the producer †¢ Distributor (also called wholesaler), who sells to retailers †¢ Retailer (also called dealer or reseller), who sells to end customers Sales and Marketing AirAsia is an international company, and going global invites a lot of competition. AirAsia has to deal with the competition of local companies in the same field- Airline services. Competition for AirAsia would also be encountered in the virtual world-the internet. As they entered into the use of modern technology such as the public domain would invite competition on the global scale. Different localities and countries have different technological standards, and quality control policies, which AirAsia would have to adhere to, by adherence to these policies; certain intended developments may be possible in certain communities but not acceptable in others. According to CEO’s of the company, Mr. Fernandez, there are a lot workers or low pay salaries earners who would like to travel often to meet their families especially during special occasions but due to how expensive it was that time, their desire are not fulfilled. By introducing a low fare will give all those people opportunity to travel if not more than once in a year. This enables them to identify their target market. Reduced price sales  is one of the basics of securing a target market for AirAsia. They reduce their price to suit their class of customers Branding AirAsia went into intensive General advertisements and other high profile activities, which contributed to the high offering of their company’s image. They came with a brand â€Å" Now every one can fly† These points of contact with their target customer help them to build their image, which in turn created loyalty from their customers. Group Discounts and Offers Discounts or other offers can help exposure business to new customers, resulting in a sales increase . AirAsia is a ticketless Airline that allows customers to purchase their ticket online with at a discounted rate. They also have a scheme of group discount and this help to get more target market, especially internet based customers. 2.2Core competencies: Computer Reservation System (CRS) AirAsia’s CRS (Open Skies by Navitaire) has helped it to grow at a dramatic pace in the past couple of years. Tony Fernandes, CEO AirAsia described that Navitaire’s Open Skies technology has truly enabled Airasia’s growth from 2 million passengers to 7.7 million passengers in less than two years. Open Skies scaled easily to accommodate our growth. It is an integrated web-based reservation and inventory system. It includes Internet, call center, airport departure control and more. It is a direct sales engine that effectively eliminates the middleman (travel agents) and the sales commissions that need to be paid to them. Enterprise Resource Planning System (ERP) AirAsia has recently (May 2005) opted for a full fledged ERP system implemented by Avanade consultants. By implementing this package AirAsia is looking to successfully maintain process integrity, reduce financial month-end closing processing times, and speed up reporting and data retrieval processes. Self Check In With the use of the new self check in service a quicker and more convenient way to check in using mobile phones, laptops etc, connecting to the internet. This system is easier and faster for customers and their family to  check in at or before they get to the airport without having to queue up at the counter to check in. Air Asia credit card Air Asia offers a choice of credit card facilities to fit in their customers travel life style be it business, leisure, training or holidays. With an Air Asia credit card a customer can purchase any goods or services while travelling anywhere in the world online. Go Holiday services Air Asia has a product called Go Holiday, with the help of E-commerce Air Asia is able to display their coverage maps, holiday resorts, first and average class hotels, car rental services, and activities in different countries with their different rates and prices on Air Asia’s web page.. Using E-commerce, customers are able to select and make a holiday and travel arrangement with a hotel of their choice and class, a pick up car and even medical services. And payments for all this can be done on the internet using credit cards or other online E-payment methods ahead of travel time. Foreign workers and Contractors strategy AirAsia also target most foreign workers from Indonesia, Singapore, Thailand, China, Macau who may not afford the expensive flight home and offer them the cheap fare which attracted most of them as would go home very often without paying much. 2.3 The Competitors Companies in all industries have direct as well as indirect competitors. Direct competitors in the aviation industry are companies that offer flights to similar destinations on comparable terms of travel. Direct competitors include: Malaysia Airlines: offering flights in same routes . Singapore Airlines: offering flights on same routes between London and Kuala Lumpur. Thai Air : operating flights between Bangkok an Kuala Lumpur. Air Srilanka: operating flights between Colombo and Bangkok. AirAsia are facing strong competition with major international and national airlines on the market shares In contrast to other airlines ,AirAsia offers better value for money 2.4Analysis of Environmental Factors In analyzing the macro-environment, it is important to identify the factors that might affect a number of vital variables that are likely to influence the organization’s supply and demand levels and its costs (Kotter and Schlesinger 1991). The external environment of any organization can be analyzed by conducting a PEST analysis. The acronym PEST is used to describe a framework for the analysis of a range of macro environmental factors including the Political, Economical Social and Technological environment. PEST Analysis for AirAsia: Political Flying outside Malaysia is difficult. Bilateral agreement is one of the main obstacles in the way of low cost carriers. Landing charges is also another big influencing factor on costing of low fare airlines. The low- cost airline industry in south-east Asia has been underdeveloped because the aviation market is tightly regulated by bilateral air rights agreements. Threat of terrorism, people is afraid to fly after the September 11 terrorist attacks incident. Economic In spite of strong competition from Malaysian Airline (MAS), AirAsia’s low-cost carriers offering cheap tickets and few in-flight services are gaining attraction in the region. Current recession hit the aviation business. But with this economy slowing down, more people will want to enjoy its cheap tickets. Oil prices is another regulatory factor for this type of airlines. If oil prices go high, it is very difficult to control cost of operation. Social Passengers are reluctant to board a no-frills airline for a long-haul flight. Increasing world’s population, tourists and number of educated people helpful for the growth of aviation industry. Outbreak of the Severe Acute Respiratory Syndrome (SARS) has scare people to fly. AirAsia commit to â€Å"Safety First†; comply with all regulatory agencies, set and maintain consistently high standards; ensure the security of staff and guests. Technology AirAsia provides online service that combines air ticketing with hotel  bookings, car hire and travel insurance. To help keep costs in check, Air Asia has pushed internet booking services. AirAsia also recently introduced GO Holiday, the airline’s online programme where guests can book holiday packages online in real time AirAsia has bought in A320 to replace Boeing 737. The Airbus A320’s improved fuel efficiency and extra capacity which leads to better performance and reliability. SWOT analysis for AirAsia Strengths Low operational and maintenance cost by having a single aircraft type fleet i.e. from Boeing 737 to Airbus A-320. Economy of scales benefits. Low operating cost due to being No Frill, online reservations system, quick check in etc. There is huge untapped market in the region, especially for business travellers and â€Å"for-the-first-time-flying† segment. As it is low cost airlines, it can target customers who are currently using non-aircraft modes like, Bus, Trains, car to travel to distances. Weakness Huge investment to purchase air planes and implementing latest technologies there is high amount of operational cost. Rising fuel price. Increased the operational cost. The flight times are more or less limited to 2.5 hours. So they cannot operate flights of longer duration without any Frill, so No-Frill becomes impossible to implement for passengers. Opportunity Low fares offer by AirAsia has encourage people from all walks of life style to fly. Especially, during economy down turn. Airbus A320 would encourage greater passenger capacity and offer comfortable service to customers. Introduction of SMS booking allows customer to book their seat at anytime and anywhere. With the commitment in ensuring the security of staff and customers, customer will have more confident to fly via AirAsia. Threats There are more no-frills airlines may take off in Asia to meet increasing consumer demand following the success story of Malaysia’s budget carrier AirAsia. Singapore Airlines plans to launch a budget carrier, they see the success of AirAsia. They know how big the market is and how good the opportunity is in Asia. Travelers may not choose AirAsia if they are to  travel long distance flight. They will prefer airlines such as MAS or SIA which provide better services. Demand to fly decreased via terrorism and outbreak of the SARS. 2.5 Marketing Plan Cost advantages activities: AirAsia already introduced cost advantages activities. Some of them describe below: Utilising one type of aircraft (Boeing 737-300 which will be fully replaced with Airbus A320) results in reduction of maintenance cost (one of the major expenses in airline industry), scheduling cost, administrative cost, and inventory of parts. Creative and low-cost advertising significantly reduces marketing cost. On the other hand, AirAsia direct sales through internet, call centres, walk-in airport sales, and sales offices significantly reduce the commission fee to travel agents as AirAsia only assigned its sales to limited travel agents AirAsia assigned multi-skilled cabin crews (2-3crews/flight), cost-effective training, performance based reward and incentives systems Target Market: Low- income Customers and tourism segment Malaysia emergence as a regional business and tourism hub has provided AirAsia plenty of room for growth and has fuelled regional air passenger traffic. Transit passengers Kuala Lumpur is the operational hub for AirAsia, which is the best connection point between Europe and Asia/Australia has supported the growth of their business. AirAsia has been using this â€Å"connection point† to promote their business. 2.6 Proposed Strategy for further expansion of AirAsia Extending New Routes: Extending current services into new markets may be helpful to further growth of this company. It is possible to achieve this strategy by launching existing services into new geographical area or new market segments. Adding new routes and destinations are possible; especially there is growth Malaysia and East Asia tourism. Activities related to this strategy: Marketing research Feasibility Study Contract with hotels and tourist agency at new destinations Finding out strategic partner Marketing new routes and destination Time frame and cost: It will take 1 to 2 years to start a new route and estimated cost around $200 million to new aircraft and for marketing cost. Organizational change: Recruiting new employees Arranging training for new employees Opening new office in new destination Evaluation criteria: New destinations are implemented to achieve new market development. Flight number in new destination is the best way to measure result of this strategy. Private Suite for business customer: Introducing new services into existing markets implies product development. This strategy involves the development of fresh competencies and requires business to expand customized services which can apply to current markets. That’s why Emirate Airlines introduce high quality first class private lounges to attract business travelers. Activities related to this strategy: Technical and feasibility Study Allocated budget Contract with a company to install new facility. Installation and modification of aircraft’s onboard facilities Time frame and cost: It will take 6 months to 1 year to complete installation new facilities in a single aircraft and estimated cost around $0.2 million to new aircraft and for marketing cost. Organizational change: Recruiting new employees to serve business customer Contract with new or existing company for catering service for business customer. Evaluation criteria: Quantitative measurement of this product would be number of booking or occupancy. Chapter 3 CONCLUSION 3.1 Conclusion By studying PEST, SWOT and marketing analysis, it could be said that AirAsia  is situated in standard cycle markets where it get competitive advantage for its business policy and strategy. Providing customers with superior products and services with low fare is synonymous to the AirAsia brand. However, it is necessary that Airasia should re-evaluate its strategies and focus on core values and competencies. For this why, AirAsia should reconsider their market and specific routes to obtain value other than price and survive the competition. From this study, it is possible to say that still there is some other option to expand this company. Adding new route and introducing business class suite may be suitable option for AirAsia for further growth. 3.2 Recommendations To remain leader in the market in serving customers, AirAsia has to re-evaluate their current strategy. Recommendation for improvement can be outlined as follows: AirAsia should make any major changes to their strategy after proper technical and feasibility study to avoid unnecessary risks. Oil price is a big factor to low fare airlines. So this company should make longer contracts with fuel suppliers for more stability As Airasia operates their fight very frequently, so they should have a spare aircraft at each location to avoid delays. AirAsia should consider environmentally friendly operation system as such as carbon offsetting to save environment. REFFERENCE Daniels, J. D. & Radebaugh, L. H. (1998), International Business ‘Environments and Operations, 8th edition, Addison-Wesley, USA. Peng Mike W, 2006, Global Strategy, Thompson, United States Porter Michael E, 1998, Competitive Advantage, The Free Press, United States. Websites: www.airasia.com www.navitaire.com/res