Describe the purpose of assessment in Adult nursing Essay

Describe the purpose of assessment in Adult nursing - Essay Example Emotional and social factors on the other hand include occupation, responsibilities, family ties, attitude towards health care, emotional tone and mood (Dougherty & Lister, 2011). Nursing assessment is essential as it is the foundation of an effective nursing care plan. A comprehensive nursing assessment is conducted by a registered nurse and it can be defined as extensive and ongoing collection of data for families, individuals and communities at large. This ongoing data collection is a method of addressing emergent and anticipated changes in the health of an individual in comparison to the previous condition. Older people need continuing health care because of their interrelated health care problems. Nursing assessment for the adults is done to ensure that they get the appropriate timely and effective response to their health problems and needs (National Council of State Boards of Nursing, 2011). There is another type of nursing assessment known as the focused nursing. According to the national council of states boards of nursing (2011), this is an appraisal of the health status of an individual making a contribution to comprehensive assessment to support the ongoing data collection. Focused assessment also helps the nurses to make a decision of who needs to be given the information and when it is appropriate to do so. Focused assessment is specific on patients in emergency. Assessment is usually the first step in the nursing process thus it is the basis for a good health care plan (Schaller-Ayers & Fuller, 2000). The crucial details for making accurate assessments are to view all patients holistically in order to identify their needs. Assessment is not just a mere collection of data but involves the critical thinking of nurses to validate and synthesize the information to make informed judgements of the life process of individuals (Standing, 2010). It is about understanding and describing

Treatments for Hormone Sensitive Breast Cancer

Treatments for Hormone Sensitive Breast Cancer Rae Broz Oestrogen inhibiting Tamoxifen Citrate; an Antineoplastic Agent used to Treat Hormone Sensitive Breast Cancer The Hormone Oestrogen (E) fuels female breast growth production at puberty. Within the breast of mature women, there are milk ducts called lobes which branch out to form lobules or acinus. Together, these are called the terminal lobular unit (TDLU) (Bullock, 2013, pp. 917-918). Due to the various hormonal cycles that happen during a woman’s lifetime including, but not limited to child birth, Oestrogen and Progesterone levels are continuously fluctuating causing constant remodelling of the breast tissue. For example, menstruation causes the breast tissue to become increasingly vascular and encourages acinar tissue and ductal growth. Ancinar tissue converts to secretory glands through the release of progesterone at the luteal stage of the menstrual cycle. At this stage the terminal ducts are also dilated. (Craft. J, 2011, p. 951) Mitotic stem cell division is increased within the TDLU during these stages leading to the development and renewal of the epithelial lining, increasing the chance of cell mutations in the TDLU an area where the majority of breast cancer (BC) occur (Craft. J, 2011, p. 983). Studies show a positive sign of hormone sensitive BC is the increased amount of Oestrogen receptors (ERÃŽ ±). The more ErÃŽ ±s in the affected cells, the greater affinity with E, therefore cell reproduction rises, leading to faster BC cell replication (Patani, 2014). A benign tumor within the breast will remain localized and closely resembles normal epithelium cells within the tissue. Growth is at a slow rate within the TDLU, unlike a malignant (cancerous) tumor. The malignant tumor grows rapidly differentiating from the normal epithelial cell. It invades other tissue space and nearby blood and lymph vessels explaining why BCs easily spread into the lymphatic system and other areas of the reproductive system. Risk factors affecting hormone sensitive breast cancer development in women are Post-menopausal obesity and the woman’s age at the birth of her first child, as connections between older mothers and obese post-menopausal women to ERÃŽ ± positive BC have been discovered (Yager Davidson, 2006). Tamoxifen Citrate (Trans-1-[4- (2-dimethylaminoethoxy) phenyl] 1, 2 -diphenyl-1 –butene) is a non-steroidal drug and an antineoplastic agent called a selective estrogen receptor modulator (SERM) (Marrero-Alonso et al., 2013). It is recommended as part of the treatment of hormone sensitive breast cancer due to its affinity with ERÃŽ ± acting as an antagonist to E, slowing cell division within the breast consequently stopping the progression of the BC (Bryant, 2011, p. 822). Tamoxifen is given orally, absorbed in the gastro intestinal tract and metabolized in the liver by the enzymes CYP-450, 2D6 and 2C9. (Mandlekar, 2000 #20) Metabolites, produced are the ERÃŽ ± receptor binding 4-hydroxytamoxifen (OHT) and N-desmethyltamoxifen (DMT). Both have anti Oestrogen affects very close to their parent drug and cause apoptosis of BC cells. After dosing, various serum levels of Tamoxifen and metabolites were found within the lungs, liver ovaries and the endometrium and corpes luteum of the uterus, also in metastases within the brain and pancreas (Health Communication, 2004). Levels peak in about 3-6hours post a 10mg dose and reach a steady state around 4 weeks of therapy. They bind to albumin and are excreted mainly in the faeces so have a long half-life 5-7 days for Tamoxifen and 10-14 days for DMT (Health Communication, 2004). Due to the metabolism of Tamoxifen and its metabolites, there is a risk of serum accumulation in prolonged treatment and or patients with poor hepatic function dosing regimens major need intermittent adjustment according to serum level findings. (Health Communication, 2004). Phenytoin lowers Tamoxifen metabolism and should therefore not be used concurrently with Tamoxifen for extended periods of time unless a therapeutic drug (Endoxifen) monitoring strategy is utilized as Tamoxifen will lose effectiveness. (Gryn, Teft, Kim, 2014). It has been found that Tamoxifen treatment in postmenopausal women is beneficial in reducing calcium loss by reducing apoptosis of osteoclasts thus sustaining bone density (Nakamura et al., 2007). This unfortunately is not the case in premenopausal women; in these cases osteoporosis is often increased with the use of Tamoxifen, dependent on whether chemotherapy had caused amenorrhea or not (Vehmanen, Elomaa, Blomqvist, Saarto, 2006). Tamoxifen use has been linked to increased episodes of deep vein thrombosis (VTE) in women using the drug in breast cancer prevention treatment (Decensi et al., 2005). Finally patients receiving Tamoxifen treatment for breast cancer long term ( > five years) are at greater risk of mortality from endometrial cancer than those who did not receive Tamoxifen (Jones et al., 2012). Word count: 687 Reflection I hope I have created a better assignment this time round. I found the tutorial held on the 29/4/2014 very helpful as was the typed feedback sheet. I printed the latter out and sat it beside me while I typed out my assignment, along with the rubric and learning outcomes from the subject outline, referring to them often. The handwritten feedback was a little harder to decipher but I managed ok. My suggestion would be to type in an alternate colour e.g. Red for the feedback remarks on the actual assignment. I have learnt a lot from this assignment both about the subject and myself. I have incorporated more information into this assignment and have not included any quotes or paraphrasing from any of the texts I have used. The only similarities shown in turnitin were from my previous assignment. I have to say even with the setback I have enjoyed it. Word count: 151 References Bryant, B. a. K., K. (2011). Pharmacology for health professionals. Chatswood, NSW, Australia: Elsevier. Bullock, S. a. H., Majella. (2013). Principles of Pathophysiology. Frechs Forest, NSW, Australia: Pearson. Craft. J, G. C. a. t. A. (2011). Understanding Pathophysiology. Chatswood, NSW, Australia: Elsevier. Decensi, A., Maisonneuve, P., Rotmensz, N., Bettega, D., Costa, A., Sacchini, V., . . . Veronesi, U. (2005). Effect of tamoxifen on venous thromboembolic events in a breast cancer prevention trial. Circulation, 111(5), 650-656. doi: 10.1161/01.cir.0000154545.84124.ac Gryn, S. E., Teft, W. A., Kim, R. B. (2014). Profound reduction in the tamoxifen active metabolite endoxifen in a patient on phenytoin for epilepsy compared with a CYP2D6 genotype matched cohort. Pharmacogenetics and Genomics, Publish Ahead of Print, 10.1097/FPC.0000000000000051. Health Communication, N. (2004). MIMS Online. from Health Communication Network Jones, M., van Leeuwen, F., Hoogendoorn, W., Mourits, M., Hollema, H., van Boven, H., . . . Swerdlow, A. (2012). Endometrial cancer survival after breast cancer in relation to tamoxifen treatment: Pooled results from three countries. Breast Cancer Research, 14(3), R91. Marrero-Alonso, J., Morales, A., Garcà ­a Marrero, B., Boto, A., Marà ­n, R., Cury, D., . . . Dà ­az, M. (2013). Unique SERM-like properties of the novel fluorescent tamoxifen derivative FLTX1. European Journal of Pharmaceutics and Biopharmaceutics, 85(3, Part B), 898-910. doi: http://dx.doi.org/10.1016/j.ejpb.2013.04.024 Nakamura, T., Imai, Y., Matsumoto, T., Sato, S., Takeuchi, K., Igarashi, K., . . . Kato, S. (2007). Estrogen prevents bone loss via estrogen receptor alpha and induction of Fas ligand in osteoclasts. Cell, 130(5), 811-823. doi: 10.1016/j.cell.2007.07.025 Patani, N. a. M. L. A. (2014). Understanding response and resistance to oestrogen deprivation. Molecular and Cellular Endocrinology, Volume 382(1), 683-894. Vehmanen, L., Elomaa, I., Blomqvist, C., Saarto, T. (2006). Tamoxifen treatment after adjuvant chemotherapy has opposite effects on bone mineral density in premenopausal patients depending on menstrual status. J Clin Oncol, 24(4), 675-680. doi: 10.1200/jco.2005.02.3515 Yager, J. D., Davidson, N. E. (2006). Estrogen Carcinogenesis in Breast Cancer. New England Journal of Medicine, 354(3), 270-282. doi: doi:10.1056/NEJMra050776

Personal Narrative: My Trip to Texas :: essays research papers

Have you ever been to Texas? I have been once. My trip to Texas was unbelievably awesome. I saw many of things on my way there. While we were there, I had loads of fun. Many things happened while we were there. Texas was the coolest place I have ever been. On the way to Texas, we had to drive across the Louisiana Bridge. While we were driving across the bridge, I noticed that the bridge was standing in one huge murky muddy marsh. In the marsh were cattails. They were growing and were being used as a disguise by many of animals. I was staring at the water below us and it took me a minute but I saw an alligator in the midst of the cattails. He was long and a grayish brown. He was camouflaging himself within the cattails. It did not take long for us to pass him but I thought it was the coolest thing I had ever seen. When we arrived in Texas, we had to drive all the way to Austin in order for us to get to my grandfathers hotel. When we got there and I saw the hotel, I thought to myself that it was the most beautiful hotel in the world. It had color stained windows and when the sun shined through them, you could see a rainbow. The hotel looked like a catholic church with all of the breathtaking colors. My grandfather said that he loved living there because it made him feel rich. When we awoke the next morning, we got dressed and left the hotel headed towards Six Flags over Houston. My grandfather had bought us some coupons for the entrance fee so it would not cost as much. When we arrived, the air seemed very oppressive. The mood had already set itself to a very depressing day. We walked to the entrance and we found out that the coupons were no good. That did not stop us our parents paid the normal cost. We were finally at Six Flags. Personal Narrative: My Trip to Texas :: essays research papers Have you ever been to Texas? I have been once. My trip to Texas was unbelievably awesome. I saw many of things on my way there. While we were there, I had loads of fun. Many things happened while we were there. Texas was the coolest place I have ever been. On the way to Texas, we had to drive across the Louisiana Bridge. While we were driving across the bridge, I noticed that the bridge was standing in one huge murky muddy marsh. In the marsh were cattails. They were growing and were being used as a disguise by many of animals. I was staring at the water below us and it took me a minute but I saw an alligator in the midst of the cattails. He was long and a grayish brown. He was camouflaging himself within the cattails. It did not take long for us to pass him but I thought it was the coolest thing I had ever seen. When we arrived in Texas, we had to drive all the way to Austin in order for us to get to my grandfathers hotel. When we got there and I saw the hotel, I thought to myself that it was the most beautiful hotel in the world. It had color stained windows and when the sun shined through them, you could see a rainbow. The hotel looked like a catholic church with all of the breathtaking colors. My grandfather said that he loved living there because it made him feel rich. When we awoke the next morning, we got dressed and left the hotel headed towards Six Flags over Houston. My grandfather had bought us some coupons for the entrance fee so it would not cost as much. When we arrived, the air seemed very oppressive. The mood had already set itself to a very depressing day. We walked to the entrance and we found out that the coupons were no good. That did not stop us our parents paid the normal cost. We were finally at Six Flags.

Case analysis: Deloitte & Touche Essay

In Deloitte & Touche, women had accounted for almost half of all new hires throughout the 1980s, yet by 1991, of the 50 candidates being nominated for partnership on that year, only four were women. There was serious imbalance of male and female gender in the workforce despite steps to ensure that the firm would be hiring women during the 1980s. Moreover, the high turnover of women leaving was accruing huge expenses for the firm . In this paper, I will first discuss the challenges faced in the organization and the reasons why the management saw a need for an organization change. Next, I will argue that the current situation favors the change process and despite the possible restraining forces; Deloitte & Touche is in a good position in successfully implementing the strategies. I will then discuss the possible restraining forces that would hinder the change and comment on the recommendations and strategies by the Task Force. Lastly, I will suggest further solutions that would help in overcoming the restraining forces so that this would further aid in the development of the change process. Mike Cook had initially assumed that the main reason why women left the workforce in greater numbers was due to family commitments. However, despite the strategies implemented in the 1980s to hire more talented women and ensuring that there was no glass ceiling for women in the firm, the statistics in 1991 proved that the previous solutions were not adequate and that the firm was incurring huge expenses due to the high rate of turnovers. Thus in 1992, a Task Force was formed whereby the firm hired outside consultants to find out why women were not advancing at the same rate as men, and why they were leaving at a higher percentage rate. After much investigations and interviews, the Catalyst report showed that the top two reasons for their departure was because the women had perceived that there was a male dominated work environment and that opportunities for career advancement was difficult. An imbalance work-life which was perceived by Mike Cook as the main reason was ranked third in importance. Clearly, the management had earlier identified the main reason incorrectly. When one examines the situation at hand, the firm is in a favorable position to execute the change. There are two main reasons for this. Firstly, the critical mass, whom are the partners in the firm are suddenly aware of the  real problem the plagues the firm. Engaging the critical mass is crucial as their support for the change is important and their leadership would help transmit effectively the change strategies. Secondly, the firm is presently at the third stage of the development process, whereby they have diagnosed correctly the exact problem. In addition, Lois Evans, one of the top-ranked women in the firm had similarly echoed that the current work environment was a crappy place for any woman to be. By identifying the precise problem, the organisation can now tackle more effectively and implement the appropriate solutions to change the male dominated corporate culture. Changing a corporate culture is extremely difficult and this in my opinion is the biggest restraining force. The challenge for any organization is how to reinforce people in changing an old culture that has lasted for so long. The key to the success is not to impose cultural changes, but to facilitate an environment whereby employees are involved in finding their own new approaches to change. Another major restraining force that might occur is that many male employees might sense a threat in their positional power. In addition, many male workers might start wondering whether these changes would benefit them, and would start questioning the strategies suggested by the Task Force which seems to favor women only. The organization at present is still not accustomed in seeing women in positions of power and thus by developing leadership platforms for women such as an advisory council might bring about suspicion and insecurity for the men. In examining the recommendations suggested by the Task Force, I do agree that the firm should hold workshops and seminars to educate and communicate to the employees that men and women are colleagues . I would suggest that during these workshops, change agents should inform the male workers their subtle actions and words can actually create an unwelcome culture for women. Insensitive comments that make women feel uncomfortable in the workforce should also be avoided. For example, statements such as â€Å"someone working part-time is not interested in the career† or â€Å"she has kids, maybe he should handle the international assignments† should not be made formally, as well as in an informal setting. In addition, managers should also learn to avoid gender stereotypes that women are incapable to handle challenging  assignments simply because they are mothers. Therefore by increasing the awareness of the dangers of stereotyping, male employees would understand and be mo re acceptable when they recognize and see major changes in the work environment that might favor women employees. I similarly agree with the Task Force that the firm should build goals in their business planning and provide directional goals for women in leadership . Defining the criteria to measure and monitor progress for women is also crucial. This is because better information and improving access to career development and training opportunities are significant ways in educating the women their route of advancement. It is obvious that if you do know what is available, the possibility of you attempting to take part would be much higher. Thus it is important to ensure that women receive the same opportunities as men and this can be solved by designing a program to monitor the promotion rates among women and men. I would therefore suggest that the Human resource department have a program that tracks work assignments to ensure that women at Deloitte & Touche are considered for premier clients and projects at equal rates as their male counterparts. Offices should be evaluated annually, ensuring women are being offered fair shots at career-advancing assignments. Another solution is to include women as assessors and to ensure that they are included on senior promotion interview boards. However, one should be cautious and avoid achieving a fix quota. The firm must highlight that equality and meritocracy still exists in the workplace between men and women. This is crucial so that the firm would avoid to be seen as promoting a women-favored environment only. Besides the listed solutions in the case study, there are further considerations that Mike Cook might need to consider. Firstly, it is important to have a policy that is clear to the staff within the organization. Moreover, identifying the right people within the firm to implement the policies is vital as electing change agents who might unconsciously or consciously disagree with the new corporate philosophy might in return sabotage the whole change process rather than aid it.  Secondly, the creation of a positive environment has to start with the chief executive officer and the leaders, and they must set the example in creating an atmosphere of encouragement for the women. The management must also be prepared to provide sufficient resources for the training and development of women. Thirdly, in the creation of a flexible work environment for women as recommended by the Task Force, the challenge the organization face is to dispel myths that the only way a worker can contribute and have the potential for career advancement is on accumulating work hours or â€Å"face time†. While the management should allow women to work at home on occasional periods, and be connected to the work site via a computer through tele-working, the complexity of have this flexible work environment or working from home is in the method of supervision. Managers therefore need to plan and prepare for the experience of tele-work and develop appropriate communication and accountability strategies. Managers should also be respectful to the employee and their personal workspace and have to be careful not to neglect the worker, causing them to fall into the â€Å"out of sight† trap. In conclusion, Deloitte & Touche is in a good position in sustaining and implementing the change process. This is because the firm has correctly identified the root problem and possess a strong Task Force in recommending sound strategies. However, the firm must still be aware of possible restraining forces and also take time to set the right policies and choose the correct change agents within the firm to spearhead this change process. Managers should also be aware of the difficulties in having a flexible work environment, and thorough research and planning should be invested into this program so that they are better prepared to handle the transition.

“Facing Poverty with a Rich Girl’s Habits” Analysis

The name of the essay is â€Å"Facing Poverty with a Rich Girl’s Habits† by Suki Kim on November 21, 2009. In this essay she is telling us about a Korean girl went from being rich to her family going broke overnight. Ms. Kim is telling us about her struggles trying to adjust to a different society. She also needed to learn English and she found difficult to learn. One main point in her life was when her father lost everything overnight that ever mattered to the family. She was then moved to Queen, New York in the 1980’s where she started Jr. High. Suki had difficulty adjusting to America, especially not knowing how to speak English at all. The supporting details is when she stated that she watched reruns of â€Å"Three Company† in an attempt to learn English. She also stated that more brutal than learning English was facing poverty with a rich’s girl memory. A second main point is that immigration is meant to be the great equalizer, yet it is not easy to eradicate the divisions of the old country. She recalled at 13, is an acute awareness of the distance between her and her fellow F. O. B. ’s, and another, more palpable one between those of them in E. S. L and the occasional English- speaking Korean- American kids, who avoided them though they brought them certain undefined shame. The supporting details is that years later she learned that they were, in fact separated from them by generations. Those that sat in in huddle in that E. S. L class grew up to represent the so called 1. 5 generation. Many of them came to America in their teens, already rooted in Korean ways and languages. The writer’s purpose in genre is that she is now a Korean- American who once lived wealthy in Korea and then moved to a big city of Queens in the 80’s and really forced to learn English and adjusting to a new society. The audience is for all ages to read. The author tones towards her reader was calm when explaining her difficulties to adjusting to a new environment and going from rich to poor and having to learn how to be independent. Once she got older she became very good at speaking English that she became an interpreter for the Family Assistance Center.

Legal Research Essays

Legal Research Essays Legal Research Essay Legal Research Essay Essay Topic: Law Simon, a first year law student, decided to buy a DVD for use at university. He wanted a machine that would play his own DVDs as he had a collection of films he had copied from video to DVD at home. He explained exactly what he wanted at the shop. However, when he got the machine home he found it would not play home-recorded material, but it did play the pre-recorded DVDs he had bought. He went back to the shop but they said they did not have the machine he wanted at that he could not have his money back as the DVD player they sold him was in perfect working order. Simon, deciding he needed a break booked a holiday, looking for: Sun, sand and Sangria. He told the holiday agents exactly what he wanted; lots of people, a full night life, luxury accomodation and the beach. He was assured that Hotel Luxor in Macedonia in July would be perfect to meet his needs. He took the holiday, paying by credit card. On his arrival, he found himself booked into a small chalet in the mountains, where it snowed. There was no room service,lights out at 10.00 pm and the only other guest at the chalet was a surly sheep. Thoroughly dissapointed, Simon returned to Liverpool to resume his law studies. However, he had not paid his full fees from the previous year and was not allowed to enrol on the degree. Advise Simon of his legal remedies in all the above circumstances. Thus, proceeds of every centavo a buyer gives off should be made known to him. The economic dispute among micro-businesses and that of retail stores has been an immense issue for the competition has been leveling up as time goes by. The drastic effect does not Just concern their industry but mostly the welfare of the end consumers. Therefore it is a must to discern the monetary outflow of the sales incurred by the shopping malls and those of the Mess or Micro, Small and Medium Enterprises. Acknowledgement The satisfaction and euphoria which accompany the triumphant completion of any task would be incomplete without mentioning the people who made it possible and We, the researchers, would like to extend our deepest gratitude to Tatty. Cleveland Z. Bulla who really had inspired us through his valuable insights to continue with our work. Also our appreciation to the pecuniary and moral support our parents have given us. We are deeply indebted to them for without their assistance, this report would not have been a possibility. List of Tables List of Figures

To Kill A Mocking Bird Opens Our Eyes Essay Example

To Kill A Mocking Bird Opens Our Eyes Essay Example To Kill A Mocking Bird Opens Our Eyes Essay To Kill A Mocking Bird Opens Our Eyes Essay Good morning/afternoon ladies and gentlemen. I am head of classic literature at the local University and I have come here today to talk about the way in which the well-known novel To Kill a Mockingbird makes comment on society. â€Å"Prejudice a vagrant opinion without visible means of support. † (Ambrose Bierce) Prejudice has been shaping our world for decades and has the ability to influence preconceived judgment and actions towards others. Famous author, Harper Lee has recognised and demonstrated how racial and social prejudice has played an important role in our society through her world renowned novel, â€Å"To Kill a Mockingbird†. Within this novel she has successfully conveyed a message or better known as social commentary, to her audience that judging others on nothing but stereotypes is wrong. To do this, Lee has set her novel on society in the 1930s where strong racial prejudice was extremely common as the social norm and often not unfrowned upon at that point in history. By utilising specific narrative elements such as settings and symbolism throughout the novel, Lee has successfully made social comment on racial and social prejudice and how wrong and unfair it is. To Kill a Mockingbird was written by Harper Lee in mid-1950, during a period called the Civil Rights Movement. Even though the book was published in 1960, it was set in the 1930s and was strongly based around the Scottsboro Trial where nine African American men were accused of raping a young white woman as well as an underage woman. After a number of historic trials which were based on the lone testimony of one of the women, all of the African American men were found guilty and one of the men was sentenced to death convicted by a white jury. Harper Lee was born in April 1926 in Monroeville, Alabama, the same state as the trial and knew of the conditions surrounding it. Growing up she was known as a Tomboy and called writer, Truman Capote her friend. She has studied law at the University of Alabama through 1945 to 1949 before she published her only novel To Kill a Mockingbird. This novel was in fact based on her own town of Monroeville though she has created the book’s town named Maycomb. It was placed in the Deep South of the United States where slavery, zero equality and racial segregation was very present. Using her own experiences and knowledge of the strong racial prejudices around her, Lee has successfully provided her audience with a deep understanding of said prejudices and social justice therefore using it as a tool to create a clear comment on society and the wrongness that is racial prejudice. The setting of a book is the time and place in which it is written. Physical setting as well as the social and emotional settings tends to play a large role in a books entirety and even the message the writer is trying to convey to their audience. The physical setting is usually revealed in the introduction chapters of a book whereas the social and emotional settings can be known from the dialogue and action throughout the book. To Kill a Mockingbird was set in the small fictional Southern town of Maycomb in the 1930s where slavery and the Civil War of the 1860s still has a drastic effect on the town and it appears that change is only seen in the distant future. Clearly happy to stay in its own little world, Maycomb doesn’t know or seems to care about what’s happening elsewhere. â€Å"A day was twenty-four hours long but seemed longer. There was no hurry, for there was nowhere to go, nothing to buy and no money to buy it with, nothing to see outside the boundaries of Maycomb County. † (1. 6) There is no breaking the past with the town. When the same families have lived there for multiple generations, passing down the same family traits they have seen in the past there really isn’t much room for independent thought so the way things are in Maycomb are the way things will always been for them. The problem though is the way things have always been is racially segregated. The African Americans of Maycomb have their own settlement on the outskirts of town, their own church and cemetery outside of the city, even at Tom’s trial the African Americans sit separated from the whites; African Americans having seats up in the balcony whilst whites have the decent seats on the floor. Essentially the whites and blacks in Maycomb don’t live together, eat together, pray together, or even die together. Upon realising this, Lee’s audience will understand the emphasis put on racial prejudice, gives them a chance to set their own opinions and understand the wrongs that were happening at the time. Throughout To Kill a Mocking Bird, Harper Lee has used clever symbolism and original writing style to create a better understanding on her social comment about racial prejudice during her time. A writer’s style is basically their own unique way of writing. From the use of dialogue, language or tone, to symbolism, structure and point of view, each writer has their own style that accommodates what and how they plan to open a readers mind to what they have to write about. Lee’s writing style includes using a first person point of view as the young narrating character Scout Finch. From the very start of this novel it is obvious that that she is telling us of these events as a memory from her childhood perspective therefore as she understood the events at the time rather than using an adult sort of commentary. The perspective gives the readers a feeling of naivety as we tend to receive events as she just experiences them without telling us what they mean exactly. You could also say that, for some commentary that we got, was totally innocent. Though, when needed, there was an adult perspective in the background: â€Å"Mr Underwood didn’t talk about miscarriages of justice, he was writing so children could understand. Mr Underwood simply figured it was a sin to kill cripples, be they standing, sitting, or escaping. † (25. 65) A young Scout wouldn’t understand what a miscarriage of justice was, so this is the adult telling us that this is what actually happened, whereas a child’s perspective would translate to something along the lines of ‘what happened was a sin’. Lee’s unique style of writing is what makes this book so powerful to readers from teenagers to adults. It makes it clear to all what comment she’s trying to make on society and how racial prejudice has shaped the world around us. Symbolism is the way in which writers have used their words to express idea through imagery. Common ways to create some sort of symbolism in a novel are metaphors, similes, references and allusions. In To Kill a Mockingbird, Lee has used symbolism to teach her readers about stereotypes, racial prejudice and moral sin. Pointing out what others seem to be baffled about is the title of the book. It seems as though, if you didn’t know any better, you’d think the novel itself was written about something entirely different, but in this case the Mockingbirds are used as an allegory (or symbol) for innocence. Other than title, we first hear about the mockingbirds when Scout and her brother Jem are learning how to use their new air rifles where their father, Atticus, tells them to shoot all the blue jays they want but not to shoot a mockingbird because it’s a sin. Scout had never heard her father tell them it was a sin to do something so she asked Miss Maudie about it. â€Å"Your father’s right,† she said. â€Å"Mockingbirds don’t do one thing but make music for us to enjoy. They don’t eat up people’s gardens, don’t nest in corncribs, they don’t do one thing but sing their hearts out for us. That’s why it’s a sin to kill a mockingbird. †Ã¢â‚¬  (10. 99/100) She’s essentially saying that mockingbirds are innocent and harmless creature that won’t hurt anyone so therefore killing them is wrong. The same can be said about Tom’s innocence of the crime he’s accused of as he does no harm to anyone. Killing him would not prevent any bad nor will it bring any good, just like shooting a mockingbird. Lee’s use of symbolism like this gets the audience thinking about the point she’s trying to bring across and again she has made clear social comment on the injustice of prejudice against those who are different. To Kill a Mockingbird is successful in conveying the message that racial and social prejudice is wrong. Harper Lee has utilised the narrative elements of setting in the small Southern town of Maycomb, symbolism within the title itself as well as her unique writing style to achieve social comment. To Kill a Mockingbird is a fantastic book that is capable of changing a reader’s perspective on the world around them and gives us a chance to open our eyes at how much has changed for the better and how far we have to go.

Best Summary and Analysis The Great Gatsby, Chapter 5

Best Summary and Analysis The Great Gatsby, Chapter 5 SAT / ACT Prep Online Guides and Tips Because The Great Gatsbyis nine chapters long, getting to Chapter 5 means that we’ve arrived in the exact middle of the story. Thus, it makes sense that this chapter takes a single event - Daisy and Gatsby’s perfectly romantic reunion - and uses it to both tie together everything that has been set up so far, and also to create such a delicate balance of safety and happiness that it’s clear that everything will soon crumble. But before the bubble of love pops, enjoy the world’s most magical, most carefully planned â€Å"accidental† date. Quick Note on Our Citations Our citation format in this guide is (chapter.paragraph). We're using this system since there are many editions of Gatsby, so using page numbers would only work for students with our copy of the book. To find a quotation we cite via chapter and paragraph in your book, you can either eyeball it (Paragraph 1-50: beginning of chapter; 50-100: middle of chapter; 100-on: end of chapter), or use the search function if you're using an online or eReader version of the text. The Great Gatsby: Chapter 5Summary Nick comes home to find all the lights on in Gatsby’s mansion. Gatsby wants to hang out, but clearly only because he wants to know what Nick has decided about asking Daisy for tea.Nick is happy to do it, and they plan for a day after Gatsby has had a chance to get Nick’s lawn cut. Gatsby then makes a totally out of place proposal to do some bond business with Nick (whose job is selling bonds, and who doesn’t seem particularly good at it or invested in it). Nick is uncomfortable about the quid pro quo (that’s Latin for â€Å"something for something† - in other words, a transaction) feeling of the deal and declines. The next day, Nick invites Daisy to tea, and cautions her not to bring Tom. Gatsby sends someone to mow the lawn, orders a huge number of flowers, isn’t thrilled with Nick’s sad tea and cakes selection, and worries that the day will be ruined because it’s raining. He then freaks out at the last second that Daisy isn’t coming, but just then she pulls up in her car. Gatsby and Daisy meet in Nick’s living room in the most awkward, strained, and tense scene imaginable. It’s unclear whether either one is happy to see the other. They are unable to speak two words. When Nick tries to leave them alone, Gatsby panics and tries to leave also. Nick calms him down, and then stands outside in the rain for an hour to give Gatsby and Daisy some privacy.When he returns, the two are totally different – no longer embarrassed, much calmer, and Gatsby is actually glowing. Gatsby suddenly brags that it only took him three years to earn the money to buy his mansion. Nick calls him out on this since earlier Gatsby had said he had inherited his wealth. Gatsby quickly says that the inheritance was lost in the financial panic of 1914 and that he’s been in several businesses since then. Daisy then exclaims that she loves Gatsby’s giant mansion (she can see it out of Nick’s window). They go over to Gatsby’s, and he shows them around the now empty house, never taking his eyes off Daisy and her reaction to his things. Gatsby is completely overwhelmed by Daisy’s presence. He is overcome with feelings that he can’t even put into words. Gatsby opens a cabinet and starts pulling out piles of shirts and throwing them onto a table. Every kind of shirt color and pattern imaginable stack higher and higher on this table until Daisy puts her head into the shirts and starts to cry about their beauty. It starts raining again, and Gatsby shows Daisy that her house is directly across the bay from his. Nick sees a photograph of Dan Cody, who Gatsby says used to be his best friend until he died. Gatsby shows Daisy a bunch of newspaper clippings about her that he’s been collecting (she would have been featured in the gossip pages that described fancy parties and rich people’s society). Hegets a phone call about Detroit but hangs up quickly. This is the first time that he hasn’t excused himself to take acall in the novel. Nick tries to leave again, but is again roped into staying.Gatsby asks Ewing Klipspringer, a guest who apparently is just always at the house, to play the piano for them. He plays a comical love song. Nick finally says goodbye and leaves.As he does, he sees Daisy whisper in Gatsby’s ear, and imagines that her siren-like voice holds him in thrall. Daisy’s constant shirt-inspired weeping has now gotten her banned from Brooks Brothers. Key Chapter 5 Quotes "You're selling bonds, aren't you, old sport?"..."Well, this would interest you. It wouldn't take up much of your time and you might pick up a nice bit of money. It happens to be a rather confidential sort of thing." I realize now that under different circumstances that conversation might have been one of the crises of my life. But, because the offer was obviously and tactlessly for a service to be rendered, I had no choice except to cut him off there. (5.22-25) Nick recognizes that what he quickly dismissed in the moment could easily have been the moral quandary that altered his whole future. It seems that Nick thinks this was his chance to enter the world of crime – if we assume that what Gatsby was proposing is some kind of insider trading or similarly illegal speculative activity – and be thus trapped on the East Coast rather than retreating to the Midwest. It’s striking that Nick recognizes that his ultimate weakness – the thing that can actually tempt him – is money. In this way, he is different from Gatsby, whose temptation is love, and Tom, whose temptation is sex – and of course, he is also different because he resists the temptation rather than going all-in. Although Nick’s refusal could be spun as a sign of his honesty, it instead underscores how much he adheres to rules of politeness. After all, he only rejects the idea because he feels he â€Å"had no choice† about the proposal because it was â€Å"tactless.† Who knows what shenanigans Nick would have been on board with if only Gatsby were a little smoother in his approach? He had passed visibly through two states and was entering upon a third. After his embarrassment and his unreasoning joy he was consumed with wonder at her presence. He had been full of the idea so long, dreamed it right through to the end, waited with his teeth set, so to speak, at an inconceivable pitch of intensity. Now, in the reaction, he was running down like an overwound clock. (5.4) On the one hand, the depth of Gatsby’s feelings for Daisy is romantic. He’s living the hyperbole of every love sonnet and torch song ever written. After all, this is the first time we see Gatsby lose control of himself and his extremely careful self-presentation. But on the other hand, does he actually know anything about Daisy as a human being? Notice that it’s â€Å"the idea† that he’s consumed with, not so much the reality. The word â€Å"wonder† makes it sound like he’s having a religious experience in Daisy’s presence. The pedestal that he has put her on is so incredibly high there’s nothing for her to do but prove disappointing. Daisy put her arm through his abruptly but he seemed absorbed in what he had just said. Possibly it had occurred to him that the colossal significance of that light had now vanished forever. Compared to the great distance that had separated him from Daisy it had seemed very near to her, almost touching her. It had seemed as close as a star to the moon. Now it was again a green light on a dock. His count of enchanted objects had diminished by one. (5.121) Almost immediately when he’s finally got her, Daisy starts to fade from an ideal object of desire into a real life human being. It doesn’t even matter how potentially wonderful a person she may be – she could never live up to the idea of an â€Å"enchanted object† since she is neither magical nor a thing. There is also a question here of â€Å"what’s next?† for Gatsby. If you have only one goal in life, and you end up reaching that goal, what is your life’s purpose now? Is Gatsby more in love with the idea of love than with the actual human being he obsesses over? The Great GatsbyChapter 5 Analysis Now let's consider how this chapter plays into the book as a whole. Overarching Themes Love, Desire, and Relationships. After an earlier chapter of Tom and Myrtle together, we get a chapter of Daisy and Gatsby together. At first glance, the pairs are diametric opposites. Tom and Myrtle are crass and vulgar, constantly chattering about nothing, driven by materialism and physical desire, without a drop of love or romance between them. On the other hand, Gatsby and Daisy are modest and embarrassed, almost speechless, overwhelmed by feelings, and have a physical comfort with each other that Tom doesn’t inspire either in Daisy or in Myrtle (both of whom he physically hurts in varying degrees). Gatsby’s love for Daisy has an otherworldly quality that is several times described in either mythic or religious terms. But already the chapter anticipates that elevating the relationship to such heights makes a fall almost inevitable. Morality and Ethics. Nick is tempted by what he later comes to realize is the moral quandary of his life. Twice, Gatsby offers to do some kind of business with him. There are two ethical challenges in this offer. First, Gatsby is suggesting that Nick needs to be paid for services rendered – that asking Daisy to tea and letting Gatsby see her at Nick’s house is a transaction that needs to be reimbursed somehow. This casts an oddly pimp-and-prostitute vibe on what Nick is being asked to do, which would dispel some of the fairytale romance that Gatsby is ostensibly going for. Second, since it comes on the heels of their encounter with Mr. Wolfshiem, Gatsby’s business proposition is most likely illegal (Insider trading? Speculation? Printing fake bonds? There are several possibilities.). It connects Nick to the lawless criminality that in this novel is associated with the new â€Å"Wild East.† Symbolism: Gatsby's Shirts.Gatsby showers Daisy with his array of exquisite shirts in a display that is at the same time self-congratulation and also a submissive plea. On the one hand, this odd moment is like a male bird’s complicated mating dance – the shirts are the peacock’s plumage. These shirts are a visual representation of how far Gatsby has come – he can literally cover Daisy with his riches. But on the hand, the desperate way he shows them off ties into Nick’s observation that â€Å"think he revalued everything in his house according to the measure of response it drew from her well-loved eyes† (5.1). He wants her approval and is putting all of himself out there for her to pronounce judgment on. Motifs: Weather. For the first time, the novel dwells at length on an extremeweather event. The intermittent downpour sometimes limits and sometimes facilitates Daisy and Gatsby’s afternoon together. The rain allows for moments of physical comedy. For example, Gatsby’s plan to â€Å"accidentally† drop by Nick’s house during tea with Daisy falls apart when he makes his appearance soaking wet (meaning that he obviously wasn’t simply trying to visit Nick – who would do that in that kind of weather?). The rain also creates physical and emotional boundaries, allowing Daisy and Gatsby to stay in their private world. Literally, this happens when they can’t tour the mansion’s grounds and have to stay in his house. But more importantly, this happens when the rain creates a mist that hides Daisy’s house across the bay from view. She doesn’t have to think about her marriage or her daughter – she can exist with Gatsby surrounded by magical-sounding â€Å"pink and golden billow of foamy clouds† (5.134). As soon as one magical light experience (the green dock light) goes stale, Gatsby replaces it with another (sunlit rain clouds). Maybe he just needs a lamp. Crucial Character Beats Nick agrees to invite Daisy over for tea and an â€Å"accidental† meeting with Gatsby. He is able to resist the offer to do business with Gatsby. Daisy and Gatsby finally meet! It’s awkward and horrible at first, but after an hour alone together both of them seem very happy. Then, the trio goes to tour Gatsby’s mansion. Gatsby is overwhelmed by Daisy’s presence and is almost manic. He throws piles and piles of his shirts in front of her until she cries at how beautiful they are. Nick keeps trying to leave Gatsby and Daisy alone, but keeps being roped back into their company. Compare this to the way he was trying to get away from Tom and Myrtle in Chapter 2and also forced to stick around. Daisy and Gatsby are left alone together, clearly full of feelings for each other, and in their own little world. What’s Next? Laugh at a drenched, umbrella-less Gatsby in the most recent movie adaptation- it’s one of the few physical comedy bits in the novel, and that movie gets it just right. Explore the chapter’s other key symbol: the green light on Daisy’s dock. Review the chapter’s main motifs: the rainy weather, and the conspicuous lack of alcohol. Move on to the summary of Chapter 6, or revisit the summary of Chapter 4. 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What would you say to a comment that Romeo and Juliet is irrelevant to Essay

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This report will include an in depth review of the macro, micro analysis and its implications of Flydubai relevant market in the next three years. Body: In identifying the major key trends in the macro environment of Flydubai, we have addressed several issues that include the political, social and economical trends. Flydubai was established by His Highness Sheikh Mohammed bin Rashid Al Maktoum, UAE Prime Minister and Vice-President, and Ruler of Dubai orders in march 2008 and started its operation in its first flight to Lebanon on June 1st 2009.Being fully owned by Dubai government and enjoy the full facilities offered in terminal 2 at Dubai International Airport, the company is having a competitive advantage compared to its rivals in the market as it enjoy the full government support and airport services. Furthermore, the current government trend in the labor force is towards emiratization and protecting labors rights. Being a part of the Fly Emirates Group, the organization will face no problem in emiratization as it will follow Fly Emirates emiratization strategy. The major challenge that Flydubai will face is being able to offer high paid jobs and reduce its operational costs as it is considered a low cost airline company. Living in the current financial crises era, Flydubai was established in one of the most difficult time the country economy had faced in the last 25 years. Falling oil prices, cooling real estate and construction markets, together with a slowdown in the tourism sector, especially in Dubai, means the UAE is expected to post low or possibly negative GDP growth in 2009, according to analysts (Arabian Business, 2009). This information may be considered negative to many airline companies but it may be positive to a low cost airline like Flydubai as people are now focusing more in reducing their expenses as the incomes are reduced. This means their tendency of consumers focusing more on prices is increasing. Furthermore, consumer behavior is changing towards low cost airlines especially in the Middle East region as consumers are persuaded by low prices and a better service offered by low cost airlines. According to a study done by Arabian Business website, it was found that 83 percent of the respondents would switch their preferred airline carrier, for a cheaper price, while 17.6 percent believed they would consider alternatives and trade off between the discount and lost air miles. It can thus be inferred that pricing plays a significant role in consumer behaviour and the decision making process especially in the current economic downturn era (Glass, 2008). According to Dubai department of Tourism and commerce marketing 3.85 million tourists had visited the emirate in the first half of 2009, a five percent increase on the same period of 2008. This figure strongly shows the current tourism industry market and how attractive it became even though of the current economical downturn. Other figures expect that the number of tourists will fall compared to 2008 figures but most figures have stated that there will be a positive growth in 2010. This figure shows that Flydubai will see a future growth rates in the coming 3 years as terrorism sector restore its high figures after overcoming the current downturn. As observed by Andrew Cowen, CEO of SAMA Airlines, the market is shifting from the traditional major airlines business travel towards low cost carriers for trips within the GCC. Business travelers are changing their perception of low cost carriers, supported by the current economic downturn and the increase number of foreign businesses within GCC countries entering the UAE. This shows a trend of an increasing demand for low cost carriers in the next three years (High time for low cost carriers, 2008). (For in depth information on the analysis of the macro environment of the airline industry please refer to Appendix 3) In identifying the major key trends in the micro environment the following aspects that includes, Customers, Employees, media, shareholders, competitors and suppliers. Customers who are price conscious are concerned with low cost airlines. Flydubai has focused on pricing strategy and flexibility because these two factors play a big role in determining the customers decision process on which airlines they choose to travel with. Moreover, the number of tourist from around the world including the region will grow more than 40% in the next 3 years in Dubai (www.realtyna.com). This shows that there will be increased number of customers who will use Flydubai airlines within the next three years due its successful use of pricing strategy and flexibility. The Employees of Flydubai have good experiences and they were carefully selected from twelve different nationalities. According to Kenneth Gile, chief operating officer of Flydubai said: We are extremely pleased with the talent of the pilots we have on board. On average, they each have more than 4,000 hours serving as captain in similar aircraft and a total experience of more than 8,000 flying hours this is impressive by any standard (Sambidge, 2009). Flydubai is fully owned by the government of Dubai and its considered as a part of its mother company the Emirates Group. The main strategy that Flydubai is willing to use for their marketing strategy is through word of mouth (buzz). This is because Flydubai is a low cost airline; they tend to set low budgets for their advertisements to keep their prices low. The direct competitors of Flydubai are Air Arabia and Al Jazeerah airlines because these two airlines are also low cost airlines in the same country as Flydubai. However, the major competitor of Flydubai is Air Arabia because, first of all, they are the first to claim about low cost airlines in the Middle East region. Moreover, they hold the highest market share in the relevant market as identified before. Our market share comparing to those two carries are low because Flydubai just recently launched to the market. But, within the next three years we expect rapid growth in the market share because Dubai is a destination for tourists. The major indirect competitor is Fly Emirates which stands as the leader in airline industry in the relevant market and it will keep its performance in the next three years. The second indirect competitor is Etihad Airlines which is growing fast because of the unlimited support from Abu Dhabi government. In addition, those airline carriers make low price offers for the same destination that we have flight lines to. The supplier of Flydubai is Boeing. Flydubai announced an order of 50 next generation 737 aircraft from Boeing. Sheikh Ahmed bin Saeed al Maktoum said: The Boeing Next-Generation 737 is ideally suited to our mission to bring some two billion regional inhabitants affordable, efficient and flexible travel options to and from Dubai.(For more information on the micro environment analysis, please refer to Appendix 4). Implications: Primary demand: Low cost airlines are focusing on customers who are price conscious. The number of customers using the LCC airlines is increasing and it will continue growing in the next three years (www.gulf-daily-news.com). This is because, first of all, the percentage of tourists will increase by 40% within the next three years which shows that the market share of LCC will increase as well. Secondly, because of the economic condition, many people tend to save money and spend it on low cost airlines to travel more to the desired destinations. Users of Low cost airlines contain all different ages and nationalities. Moreover, cost is one of the main factors that affect customers ability to buy. The costs of these carriers are low and will continue to remain low in the next three years. This will increase customers ability and willingness to buy. Selective demand We can define the consumer decision making process as an extensive problem solving level, where they are introduced to a complete new brand with low brand knowledge. So, Flydubai should infusive more on their brand identity through the media and other communication types in order to enrich consumers knowledge. Once Flydubai had increased the level of consumer knowledge, we expect huge increase in market share in the next three years because the decision making process is going to shift from extensive problem solving to routine which is low information search about the company. Therefore, we expect major change within the next three year upon the factors we mentioned above. Segmentation: As for segmentation we expect to see a rise in the population of the UAE in the following 3 years. According to the electronic portal of Gulf News the population of UAE is approaching six million as of now and it is expected to escalate even further by the end of this year. An increase in construction in the coming years requires more labor to be imported from foreign countries, thus increasing the number of potential customers (low income and middle-class lifestyles) who might want to use our services. Moreover, economic boom can also be a factor for businessmen to travel to and from Dubai more frequently. In addition, the number of students travelling to the UAE for education is expected to increase in the near future; this implies that they will most probably select Flydubai as their primary mode of transport to travel to and from the UAE, since the economic condition shows very little signs of improvement in the near future. More tourists are expected to arrive in the UAE within the near future out of which a section of them are extremely price sensitive travelers. Another scenario would be that the current economic downturn continues to effect economies world-wide within the coming three years increasing the number of price-sensitive customers in the eight markets we operate in. To keep up with the projected demand, Flydubai is planning to increase its fleet size from 5 (currently) to 54 aircrafts in the coming years. An increase in fleet size would allow Flydubai not only to accommodate a large number of clients but also expand its reach in terms of destinations. Conversely, the announcement of the new GCC rail network which is the new transportation class in our relevant market is expected to have a slight negative effect on Flydubais operations in terms of loosing clients that fall in our target segmentation. The GCC rail network and Flydubai have one common destination which is Qatar. Once the GCC rail network begins its operations there is a high possibility of losing out on our current and potential clients. (For more information on segmentation please refer to appendix 5). Competitor analysis Our major competitive in our relative market is Air Arabia and then Al Jazeera Airlines. Air Arabia is holding major market share because they are the first to claim about launching first low cost airlines in Middle East region. However, Flydubai can compete with those two direct competitors when we focus on our competitive advantage which is price leadership. Also, location is another important factor due the number of travelers that are using Dubai Airport comparing to Sharjah Airport. In addition, being part of the Emirates Group will add more value to Flydubai brand equity which will make it easier to make customers shift toward our company within the next three years. (For more information on competitor analysis, please refer to Appendix 6) Conclusion: In conclusion after analyzing the environmental micro and macro trend for Flydubai, we observed that there are two major changes in our relevant market. First, the increase of the tourism level in Dubai as we expect the current economic downturn era to change its direction towards positive figures in the next three years. Also, the companies holders and businessmen attitude towards low cost airlines is changing by using it as these airlines are providing business men services aboard such a business class and wireless internet connection. The number of competitors within the low cost airline industry is going to increase in the coming years as new airlines such as Bahrain Airlines starts its operation this year. Secondly, full service airlines are expanding their market towards low cost airline by introducing low price tickets that attract price sensitive consumers. We expect that within the next ten years a new class level will enter the market in the GCC region which is trains trans portation. Also, a new form level will emerge in the relevant market which is a combination between full services and low cost carriers. Finally, within the next three years we expect those changes in the relevant market to be reshaped affecting the primary and selective demand. Bibliography (2009, October 18). Flydubai airline. Retrieved from http://www.dubaifaqs.com/Flydubai.php McKechnie, D, Grant, J, Katsioloudes, M. (2008). Positions and positioning: strategy simply stated. 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Retrieved from http://www.zawya.com/story.cfm/sidZAWYA20090616081711 Appendix 1 Back Ground information on Flydubai: Flydubai is the UAE second low cost airline that was established in March ,3rd 2008 on the orders of His Highness Sheikh Mohammed bin Rashid Al Maktoum, UAE Prime Minister and Vice-President, and Ruler of Dubai. The company first flight was in June 1,2009 to Beirut in Lebanon followed by flights to Amman, Jordan, on June 2, Damascus, Syria, on June 8 and Alexandria, Egypt, on June 9, giving the new airline a total of four destinations in just nine days. (Redpath, 2009). The company had ordered 50 Boeing 737 and is going to receive 10 airplanes each year for the next five years. (Flydubai,2009) Currently the company runs its operations in Dubai International Airport terminal 2 that was redesigned for the new airline. Sheikh Ahmed Bin Saeed Al Maktoum, Chairman of Flydubai said: This region is very dependent on air transport. It is a great credit to the vision and leadership of Sheikh Mohammed Bin Rashid Al Maktoum, Vice President and Prime Minister of the UAE and Ruler of Dubai, that this airline has now taken off, thereby ensuring residents and visitors alike will be able to travel to more places more often. (Redpath, 2009). The Flydubai model is simple, with customers only paying for the services they want. The ticket price includes all taxes and one piece of hand baggage, weighing up to 10kg, per passenger. Passengers have the option to purchase checked-in baggage in advance at just 40AED for the first piece and 100AED for the second, weighing up to 32kgs, subject to availability. Checked baggage is strictly subject to availability and passengers are advised to book early to secure the space, as only pre-purchased baggage can be guaranteed. (Redpath, 2009) Flydubai aims to make travel a little less complex, a little less stressful and a little less expensive, explained Flydubai CEO Ghaith Al Ghaith. Our passengers have the option to customize their travel experience depending on what services they want and how much they want to pay. (Redpath, 2009) We plan to stimulate the markets in which we operate and encourage people to travel to more places more often. Flydubai aim is not to drive traffic away from the other carriers but to help grow these markets. When you consider that low cost travel in this region could be as little as 2% of all air travel, as opposed to more than 20% in Europe and America, it is clear that there is a lot of untapped potential in these markets. (Redpath, 2009) In addition, Flydubai will fly to airports that are currently underserved by the traditional carriers. In a region which is so dependent on air transport, we are looking forward to providing the reality of accessible, low cost, uncomplicated travel (Redpath, 2009). Appendix 2: Product Market Structure: The above market structure was used to identify Flydubai relevant market within the airline industry in the Middle East region. We started the structure with the most basic need which is the need to travel in the region. This provided us with three alternatives that include airplanes, buses and cars. The product form is divided between full service carriers and low cost carriers as they differentiate in prices and services being offered to customers. From this structure we can identify Flydubai relevant market within the product form level. This is because the degree of competition and substitutability within the brand suppliers are high, as they all offer low prices with similar routes within the region. This push the relevant market upwards towards the product form level. Furthermore, Flydubai indirect competitors include Fly Emirates, Etihad airlines and Saudi airlines. These full service airlines are competing with Flydubai indirectly by providing low prices with full services. O n the other hand our direct competitors include Air Arabia and Al Jazerra airlines that are both low cost airlines that perform within the region. Further explanation on competition will be provided in the Micro analysis in the competitors section. Appendix 3 Macro Environment: In studying the external environment of Flydubai in the next three years we will focus on the Macro and Micro environment. This study will help us in finding out the effect of these external factors on the company in the next few years. The Macro environment factors will include Political, economical, social and technological aspects under which Flydubai will be affected by. 1) Political Analysis: A) Government Regulations: Flydubai was established with orders of His Highness Sheikh Mohammed bin Rashid Al Maktoum, UAE Prime Minister and Vice-President, and Ruler of Dubai. Being owned by the Dubai government the company faces no difficulties in laws and regulations as the airline industry in the Emirates is booming through the process of liberalization the airline industry that the United Arab Emirates is adapting. B) Political Analysis: In studying the overall political environment of the United Arab Emirates, we find it one of the most stable countries within the region. Such political approach of peace seeking had made the country a trading hub in the region. This will certainly have its positive effect on flydubai operations as to perform in stable political environment. C) Employment Laws: Protecting labors rights and Emiratization is considered the main aspect that the UAE government is taking into consideration now a days. Companies are now forced to have a certain percentage that of emirates locals that will increase in the following years as there is more emphasis on employing locals in the private sector. Being a part of Emirates Airlines Group, Flydubai will certainly adapt its mother company in hiring and training locals in suitable jobs. The challenge that Flydubai will going to face is to decrease costs in one hand and provide well paid jobs in the same time . 2) Economical Analysis: A) Inflation Rate: The inflation rate in the UAE is predicted to fall from last years 11.1 percent level to seven percent in 2010, according to a new report. (Sambidge, 2009). This is considered a positive aspect for Flydubai as it will have its positive effects in reducing the company costs in oil and ground operations. High inflation rates reaching to 11 percent last year was a threat to low cost airlines such as Air Arabia and Al Jazerra Airlines that faced a problem of high oil prices. This good news will make Flydubai compete even stronger on prices as inflation rates goes down. B) Economical Analysis: Falling oil prices, cooling real estate and construction markets, together with a slowdown in the tourism sector, especially in Dubai, means the UAE is expected to post low or possibly negative GDP growth in 2009, according to analysts. (Sambidge, 2009). Living in the current World Financial Economic Crises the UAE economy in general and Dubai in specific faced a hard time in 2009 but analysts forecast that there will be more positive figures in 2010. This information is considered a negative too many airline companies but may be positive to Flydubai as people are now more focus in reducing their expenses as the incomes are reduced. This means their tendency of consumers focusing more on prices which is a positive thing for a low cost airline. Additionally, analysts forecast that the economy will grow in 2010 again and this will certainly have its effect on the company growth. 3) Social Analysis: A) Demographics: More than 300,000 people will be added to the UAE population this year to record the highest growth of 6.3 per cent in five years and Dubai would likely emerge as the fastest growing emirate, official figures show. The rise rebuffs reports that the global financial turbulence has triggered a mass exodus of expatriates out of the country, mainly Dubai. From 4.75 million in mid 2008, the UAEs population is projected to increase to 5.066 million in mid 2009, showed the figures by the Ministry of Economy. This figure are going to increase in the next few years which will certainly have its positive effects on the airline industry in UAE considering that expatriates make an approximate percentage of 80.1 of the above figure in 2009 according to the ministry of economy. Furthermore, the figures show that the 25-29 year age group was the largest in the UAE in mid 2008, standing at 777,186. It was followed by the 30-34 age groups, which was estimated at 754,289 and 35-39 groups of 588,505. This clearly indicates that most of the population is young and is going to shape the tourism and aviation market in the next couple of years. B) Consumer Behavior: According to a study done by Arabian Business website, it was found that 83 percent of the respondents would switch their preferred airline carrier, for a cheaper price, while 17.6 percent believed they would consider alternatives and trade off between the discount and lost air miles. It can thus be inferred that pricing plays a significant role in consumer behaviour and the decision making process especially in the current economic downturn era. Furthermore, customer loyalty in the low cost carriers is low as its directly related to price. Flydubai should consider this into account and introduce customer loyalty programs in order to maintain a higher level of customer loyalty. (Glass, 2008). C) Leisure Interests: 3.85 million tourists had visited the emirate in the first half of 2009, a five percent increase on the same period of 2008 According to Dubai department of Tourism and commerce marketing . This figure strongly shows the current tourism industry market and how attractive it became even though of the current economical downturn. Other figures expect that the number of tourists will fall compared to 2008 figures but most figures have stated that there will be a positive growth in 2010. D) Career Attitude: Business travelers are changing their perception of low cost carriers. As observed by Andrew Cowen, CEO of Same, the market is shifting from the traditional major airlines business travel towards low cost carriers for trips within the GCC. This changing attitude, supported by the current economic downturn and the increase number of foreign businesses within GCC countries entering the UAE, shows a trend of an increasing demand for low cost carriers in the next three years. (High time for low cost carriers, 2008). E) Technological Development Analysis: Following its mother company Emirates Airlines, we expect that Flydubai become a market leader in providing advanced technological solutions to its passengers by using the large experience that emirates airline have. If such direction was adapted, it will certainly provide the needed strength that Flydubai need in competing with its direct and indirect competitors. Appendix 4 Micro Environment: Stakeholder Analysis: This means to analyze the micro environment which includes the following factors: the customers, employees, shareholders, media, and the competitors. A) Customers: Customers who are price conscious are concerned with low cost airlines. Flydubai has focused on pricing strategy and flexibility because these two factors play a big role in determining the customers decision process on which airlines they choose to travel with. Price strategy and flexibility of Flydubai include low pricing strategy and easy booking with increased choices. As Sheikh Ahmed bin Saeed Al-Maktoum, Chairman of Flydubai said: As a true low cost airline we are geared towards providing our passengers with the best price and increased choice. We will operate efficiently and continually evolve to deliver the best possible product to our customers. (Flydubai opens for, 2009). The cost of Flydubai from Dubai airport to Doha airport would cost 200DHS, whereas other major airlines such as; Emirates or Qatar airlines would cost approximately 1000 or more for a one way ticket (Flydubai home page, 2009). This shows that Flydubai is much cheaper and has managed to keep prices low due to the successful use of their pricing strategy. Moreover, the number of tourist from around the world including the region will grow more than 40% in the next 3 years in Dubai (Number of tourists, 2009) .This shows that there will be increased number of customers who will use Flydubai airlines within the next three years due its successful use of pricing strategy and flexibility. B) Employees: Flydubai airline has received more than 11,500 applications from flight and cabin crew. There are 18 first officers, 61 captains, and almost more than 8000 candidates for pilots were selected from twelve different nationalities (Sambidge, 2009). The staff has good experiences and was carefully selected. According to Kenneth Gile, chief operating officer of Flydubai said: We are extremely pleased with the talent of the pilots we have on board. On average, they each have more than 4,000 hours serving as captain in similar aircraft and a total experience of more than 8,000 flying hours this is impressive by any standard (Sambidge, 2009). Furthermore, employee and staff hospitality is very important. This is because the employees and staff were selected from twelve different nationalities and they need to feel comfortable with the new culture they are facing in order to work efficiently. D) Shareholders: Flydubai is fully owned by the government of Dubai and its considered as a part of its mother company the Emirates Group. The company has no other shareholders currently as there its 250 million dirhams capital is completely raised by the government. E) The media: Obviously, through observations, Flydubai has made many advertisements through publicity such as; Newspapers (e.g. gulf news) and internet websites. However, the main strategy they used