I Am Malala, By Christina Lamb - 1069 Words

How do ‘I am Malala’ and ‘ Made in Dagenham’ explore the importance of speaking out against injustice ‘I am Malala’ narrated by Malala Yousafzai and written by Christina Lamb is a memoir of a Pakistani young girl (Malala Yousafzai) who fought for girls education in Swat valley. ‘Made in Dagenham’ directed by Nigel Cole is a film about a mother (Rita O’Grady) who works for Ford in the town of Dagenham in England along with other female machinist who fought for gender equal pay. Both protagonist from both text speak out against injustice and through this it has allow the protagonist to gain courage to influence other girls and women and to also make a change in society however, speaking up against injustice negatively impacted both lives†¦show more content†¦Their cultural and ideal society believe that boys are more value and important then girls.On the day of Malala’s birth, people in her village of Mingora pity her mother Toor Pekai and didn’t congratulate her father Ziuaddin Yousafzai. Having a daughter in general was fro wn upon and consider as a burden due to the effort and responsibility of teaching the female to do household chores as while as marrying her off, their birth is often refer to a glomming day.â€Å"I was a girl in a land where rifles are fired in celebration of a son, while daughters are hidden away behind a curtain.† Ziauddin believed in Malala and importance of education and despite its gender he celebrated his first born child, which resulted to Malala’s passion for education that lead to the determination to fight for all girls education. Just as Malala’s cultural believe in boys are more important then girls, so does Rita’s time of era. Rita at first is initially a quiet women and lacks confidence, she gets underpaid and her skills are not recognised by the Ford in Dagenham. Women in general are paid less then men due to the idea that men are the breadwinner where as the women should be at home. When Rita and her fellow machinist shop steward Connie attend the Ford meeting with the union, Rita gains confidences and interferes the meeting stating it is â€Å"Bollocks† where bollocks means testicles and she challenges the head office of Ford to try their work when she pulls out the threads ofShow MoreRelatedI Am Mallala By Malala Yousafzai879 Words   |  4 Pagesâ€Å"I am Malala†, written by Malala Yousafzai, Christina Lamb, and Patricia McCormick. â€Å"I raise up my voice, not so I can shout but so that those without a voice can be heard...we cannot succeed when half of us are held ba ck.† - Malala Yousafzai. The main ideas I’ll will be discussing in my essay is Fazlullahs announcement about schools closing, when Malala leaves and returns to Swat and her shooting and recovery. Fazlullah’s announcement that all schools will close and how Malala took the announcementRead MoreEssay On I Am Malala1234 Words   |  5 Pagesâ€Å"We realise the importance of our voices only when we are silenced† - Malala Yousafzai. Malala’s voice was heard and she stood up for education. She struggled but succeeded in making a change. In order to take her successful stand many important events happened through Malala’s many. Many of which now result in her being a female activist and a world wide figure for education. A few of these main events in her life was her birth, her going to school and her begin shot by the Taliban. This essayRead MoreI am Malala by Malala Yousafzai Essay1283 Words   |  6 PagesThe autobiography I am Malala by Mala la Yousafzai begins with the scene of young pakistani education and women’s rights activist Malala being shot in the head. Her school bus had been stopped by the Taliban who, after asking which of the girls was Malala, put a bullet into her head. Malala ends the powerful prologue with the words â€Å"Who is Malala? I am Malala and this is my story† (9). Malala then rewinds to the story of her birth and how in Pakistan, no one congratulated her parents when she wasRead MoreThe Modern Heroine: I Am Malala1517 Words   |  7 Pages(Frankel 11). Contrary to the hero’s journey, the heroine’s journey focuses on the â€Å"culture on the idealization of the masculine† while the hero’s journey focuses on the adventures. In the inspiring autobiography, I Am Malala: The Girl Who Stood Up for Education and Was Shot by the Taliban, Malala Yousafzai represents a heroine because she goes through the stages of the heroine’s journey as she refuses to be silenced and risks death to confront the Taliban on behalf of the young Pakistani girls that areRead MoreWilliam Shakespeare s Romeo And Juliet2365 Words   |  10 PagesShakespeare, â€Å"Pride and Prejudice† a novel by Jane Austen, and â€Å"I am Malala† a memoir by Malala Yousafzai and Christina Lamb. These books help illustrate emotions are stronger than reason because in all books the main characters have to overcome a problem or obstacle where their emotions defeat reason. In â€Å"Romeo and Juliet†, Romeo and Juliet aren’t allowed to be together, because their families don t get along well. In â€Å"I am Malala†, Malala is not allowed to go to school because she lives in the SwatRead MoreMalala Yousafzai : The Leader Of Education1821 Words   |  8 PagesRonald W. Reagan Doral Senior High School Malala Yousafzai The Leader of Education Paula Gustin Language Arts 10 Ms. Marilyn Gonzalez 5/20/2016 Malala Yousafzai: The Leader of Education Abstract Malala Yousafzai is a courageous young woman fighting for the life and education of tomorrow. This paper outlines a number of events and facts which demonstrate her indomitability and unselfishness, while following the path towards her ambitions. During her early life and childhood years, sheRead MoreKoranic Laws Give Any Of Emancipation For Women3033 Words   |  13 Pagesthe social formation, tribal and capitalist of life the woman. Pakistan s women are victims of their religion, oppressed by men claiming to be authorized by Islam to put them back on the religious votes. In this country, women suffer. (Malala Yousafzai, I Am Malala, said â€Å"women are meant†¦ must wear the veil†, pg.115). Women in Pakistan must be veiling. Women, who do not wear veil, are considered as prostitute. There are many cases of violence against women in Pakistan; Murder, rape, domestic abuse

The Human Perception of Pain in Conjunction with the...

The Human Perception of Pain in Conjunction with the Mind-Body Problem There is more research surfacing supporting the notion that people can control their pain. What is left under-examined is the notion of whether the pain is mediated by the brain, mind, or both. We all know that pain is an instinctive sense if you will, necessary to the survival of all living beings. Without pain, it would go unrecognized and exacerbate to the point of death. Pain is a protective mechanism essential to survival. There are three important claims here: One is that pain is actually a perception. The second, is the brain mediates the suppression of pain through a gate in the spinal cord. Lastly, since pain is a perception, the mind may decide the†¦show more content†¦In a sense, this means that the brain creates the mental state or the percept of pain. It is also important to discuss the brain structures associated with the pain activation because these structures are essentially the means to the end state of what we call pain. The pain process starts out with a stimulus which activates somatosensory axons from the skin, muscles, or internal organs to enter the nervous system via spinal nerves. Axons that convey sharp localized information, like fine touch, ascend through the dorsal columns of the spinal cord, referred to as the fast pathway, to the nuclei in the lower medulla (3). From the medulla, the axons cross the brain and ascend through the medial lemniscus to the ventral posterior nuclei of the thalamus, the somatosensation receiver (bodily sensation). Axons from the thalamus project to the primary somatosensory cortex which are then relayed to the secondary somatosensory cortex. Conversely, axons that convey less localized information, like pain or temperature, ascend through the spinothalamic tract, the slow pathway, and terminate in the ventral posterior nuclei of the thalamus (3),(9). The end site for both of these pathways is in the somatosensory cortex. These pathways also activate the anterior cingulate cortex, a region of limbic cortex on the medial side of cerebral hemispheres, which processes and understands pain. Studies showShow MoreRelatedFunctionalism And Its Impact On Society1119 Words   |  5 Pages In this paper I will explain and argue for Functionalism. Functionalism allows for a scientific approach to the mind-body problem, while maintaining the integrity of mental and physical states and attributing them to the functional roles they play within the bodily system. The main argument for Functionalism is founded on the basis that it fulfills all of the requirements for an effective form of Physicalism. 1. In order for a physicalist argument to be effective: it must account for mentalRead MoreAaron Beck, An American Psychiatrist1188 Words   |  5 PagesAaron Beck is an American psychiatrist and a professor emeritus in the department of psychiatry at the University of Pennsylvania (GoodTheraoy.org). Beck has had an interest in the changes of human nature goes as far back as he can remember. Beck is known as a trailblazer in the psychology world because he focused on disoriented thoughts that lead to problematic behaviors such as depression. â€Å"Beck struggled to find a way to help his depressed clients better capture their emotions. He realized thatRead MoreEssay Application of Concept Analysis to Clinical Practice1668 Words   |  7 PagesApplication of Concept Analysis to Clinical Practice The concept is a general idea that is derived from human perception of events in the environment. This is based on the belief that occurrences in a given context are necessary to a wholesome interpretation of a phenomenon ( McEwen, Willis, 2011, pg,.25).Applications of concept analysis to clinical practice has become accepted among practitioners as paradigms of practice. Paradigms are an intellectual or theoretical view of a discipline basedRead MoreEssay on Critique of Humes Analysis of Causality3316 Words   |  14 PagesCritique of Humes Analysis of Causality Humes analyses of human apprehension and of causality were the most penetrating up to his time and continue to have great influence. Contemporary Spanish philosopher Xavier Zubiri (1893-1983) has examined both and identified three underlying errors: (1) the failure to recognize that there are three stages of human intellection, and especially that the first, primordial apprehension, has quite unique characteristics; (2) the attempt to place an excessiveRead More Hinduism Essay4899 Words   |  20 Pagescalled Lokayata. The materialists did not believe in an afterlife and found sense perception to be the only source of knowledge, denying the validity of inference or general concepts. They focused on the senses and the four traditional elements of earth, water, fire, and air. Consciousness for the Carvaka is only a modification of these elements in the body. The soul is also identified with the body, and pleasure and pain are the central experiences of life, nature being indifferent to good and evilRead MoreHow Neurons Communicate With Each Other Through Electrical And Chemical Processes1845 Words   |  8 Pagesp. 3), in chapter 2 there are seven that are being discussed. The acetylcholine neurotransmitter is associated with learning, memory, and muscle contractions. Acetylcholine leads to muscle contractions allowing the movement of various parts of the body anxiety (Griggs, 2014, p. 48-49); it is associated with Alzheimer’s disease (Sherman, 2007). The dopamine neurotransmitter is associated with physical movement, thought processes, and it affects moods states. An associated disorder; Parkinson’s diseaseRead MoreThe Art of Distraction3448 Words   |  14 PagesPain is necessary and important. In fact, it is an inborn drive, vital to our very existence (Hebb). Pain prompts us to change something, for instance, to move our hand off of a hot stove. It, therefore, prevents us from causing damage or even death to ourselves. It motivates us to protect an injured area, and the abatement of that pain lets us know when it is safe to use that area of our body again (Doctors Surgery Center). While pain is a crucial sensation, required for our survival, it’s no secretRead More David Hume’s Two Definitions of Cause Essay3281 Words   |  14 PagesDavid Hume’s Two Definitions of Cause David Hume’s two definitions of cause found in both A Treatise of Human Nature, and An Enquiry Concerning Human Understanding have been the center of much controversy in regards to his actual view of causation. Much of the debate centers on the lack of consistency between the two definitions and also with the definitions as a part of the greater text. As for the latter objection, much of the inconsistency can be remedied by sticking to the account presentedRead MoreThe Work Of The Working Brain1898 Words   |  8 Pageshas a large network that’s controlled by the senses to the muscular throughout the body it goes through. When the brain is harmed, it can damage the memory personality and sensation. The damage can lead to illness genetics or traumatic injuries. For instance brain tumors are very dangerous, it can spread cancer tumor in your brain. Your brain is your body control center, without your brain you wouldn’t have a body, all the brains develop the same way. The most common brain disorders are childhoodRead MoreFrom actions to empathy and morality9042 Words   |  37 PagesTennenbaum Center for the Biology of Creativity, University of California, Los Angeles, CA 90095, USA Department of Psychiatry and Biobehavioral Sciences, University of California, Los Angeles, CA 90095, USA Semel Institute for Neuroscience and Human Behavior, David Geffen School of Medicine, University of California, Los Angeles, CA 90095, USA a r t i c l e i n f o Article history: Received 15 July 2009 Received in revised form 25 February 2010 Accepted 27 February 2010 Available

Legal Abortion Free Essays

string(104) " the sex cells attain the full complement of heredity units that defines a human being \(Shettles 17\)\." The topic of abortion is one of the most controversial of our times. It has caused countless deaths and several violent confrontations between the two separate parties of opinion. The fight between pro-life and pro-choice supporters has been long and brutal. We will write a custom essay sample on Legal Abortion or any similar topic only for you Order Now This is because, despite what several people may believe, abortion is neither right nor wrong. It is a matter of personal opinion. In this way, each side can say with certainty that the other is wrong. However, the question still remains; should abortion be legal? Though some may disagree on this point, the fact is that legalized abortion is the only option that will protect the lives of American citizens. Therefore, present abortion laws according to Roe v. Wade should be upheld and maintained in the United States (Brown 2). Roe v. Wade was a landmark decision that legalized abortions in the United States. It was about a poor, pregnant woman who filed a lawsuit against the state law of Texas, which stated that abortions were illegal. The case went all the way to the U. S. Supreme Court, which meant that the decision made affected the nation as a whole. On January 22, 1973, the Supreme Court ruled in favor of Jane Roe and stated that â€Å"the 14th amendment guarantees an adult woman the right to seek a termination of her pregnancy until viability† (Guernsey 63). From this day on, abortions in the United States were legal. The definitions of the opinions taken on abortion are somewhat unclear to many people. Hopefully, the definitions stated below will be of some help in choosing an opinion. Pro-life supporters believe that a fetus’s right to live comes first, before the rights of a pregnant woman. Pro-choice supporters believe that it is a woman’s fundamental human right to decide when and whether or not to have the child (Lowenstein19). Nevertheless, while the pro-choice side fights the right to have an abortion, they make a distinction between â€Å"pro-choice† and â€Å"pro-abortion,† These groups want women to be able to choose an abortion if it is right for them. However, they do not necessarily believe abortion is the solution for everyone (Lowenstein 52). There are many reasons why abortion should be legal. The single most important effect of legalization has been the substitution of safe, legal procedures for abortions that formerly were obtained illegally† ( Jaffe, Lindheim, and Lee 147). One only needs to look into American history to see the results of prohibiting abortions to women. The violence which occurs today because of the pro-choice/pro-life conflicts is minimal in comparison to the thousands of hopeless women who turned to illegal abortions. Women, seeing no other solution to their problems, turned to â€Å"back room† clinics. These clinics were located in poverty-ridden sections of the city and their conditions were deplorable. The places themselves were layered in filth and disease. Inexperienced butchers using dirty and crude equipment treated the women. As if these backroom clinics were not bad enough, there was an even more appalling decision a woman might face. If she were unable to pay the exorbitant price for the illegal surgery, she would often perform the act herself. â€Å"Knitting needles, coat hangers, antiseptic douches, and poisons were used most often† (Welton123). It is better now that women have a place to go where abortions can be performed cleanly with minimal risk. Legalization of abortion is the only choice no matter what side on takes in the debate. Women will try to do what they think is necessary to live as they wish, no matter what the risk. Each year 84,000 women die worldwide from failed abortion attempts (Lunneborg67) . Because of anti-abortion legislation, women avoid going to the hospital, often until it is too late, to avoid prosecution from police. In the cases of rape and incest, the very idea of being forced to have the child of the woman’s abuser is repulsive. There are also cases when a woman’s health is put in jeopardy by having a child at all. Forcing a woman to bring the child to term would be no less than attempted murder (Steffen 49). If a woman is forced to give birth to a child she does not want, if left in that woman’s custody, the child could potentially face hatred and resentment from the mother for the rest of its life. In countries all over the world, children are found dead and abandoned in places as degrading as garbage dumps. The only effective method of preventing unwanted births is abstinence, and this is just not a realistic objective. There is no 100% effective form of birth control, and even men and women using birth control have unwanted pregnancies. Some women for financial, occupational, social, and maturity reasons, see pregnancy as cessation of their lives. There are no accurate statistics on how many women attempt or succeed in committing suicide each year rather than live with their pregnancies. Women will continue to gave abortions with or without government legislation, but with legislation, the conditions under which they have their abortions can be sanctioned and observed. If abortion is the right choice for a woman, she shouldn’t have to worry about its safety. The procedure is perfectly safe. The earlier an abortion is done, the safer it is. Most abortions, about 95%, are done during the first trimester (Lowenstein 52). Less than one percent are done after the twentieth week, and usually only for medical reasons (Safety 1). According to the National Abortion Federation, having an abortion in the first three months of pregnancy is safer than giving birth to a child. Women hardly ever die from legal abortions-only one in two hundred thousand (Lowenstein 52). Women are seven times likely to die from childbirth than from a legal abortion (Maguire 1). Many pro-life supporters believe that abortion should be banned because life begins at conception and taking a life is unlawful. The individual sex cell consists of 23 chromosomes. It is only through combination, through merger, that the sex cells attain the full complement of heredity units that defines a human being (Shettles 17). You read "Legal Abortion" in category "Essay examples" The merger of the two sex cells is complete within twelve hours, at which time the egg is fertilized and becomes known technically as the â€Å"‘zygote. † The inherited characteristics of a unique human being has been established, and in no circumstances will it change (Shettles 17). At eighteen days, the heart is pumping through a closed circulatory system, with blood whose type is different from that of the mother’s. The brain starts working at forty days. and all of the fetus’s body systems are in place by the time it is two months old (Every child 1). Pro-lifers believe this evidence shows a fetus is alive. For these reasons, they feel the fetus has a soul and is a person worthy of respect. They conclude that aborting a fetus is the same as murdering a person (Abortion 3). Most pro-choice supporters agree that taking a human life is unlawful, however, they argue that unborn fetuses do not constitute fully developed human life. The possession of forty-six chromosomes does not make a cell a person. Most of the cells in a person’s body contain these 46 chromosomes, but that does not make a white corpuscle a person. As for the significance of uniqueness, identical quintuplets are genetically identical, yet they have personal identities apart from their genetic endowment. Even though a fetus might have a heartbeat and brain waves, this does not make a fetus a person. To be a person, there must be evidence of a personality. Dogs, frogs, and earthworms have all characteristics listed, but that is insufficient to make them persons Zindler 25). Another major pro-life concern is the medical hazards of an abortion. Pro-lifers believe that abortions have many negative physical and psychological effects. They say that even though abortion has been legalized, it remains a complicated procedure that can potentially harm a woman’s ability to bear normal, healthy babies in the future (Hilgers 152). The most common early complications of legally induced abortion are infection, he morrhage, perforation of the uterus, and laceration of the cervix (Hilgers 153). There is also a pelvic inflammatory disease which can follow abortion, and happens up to 30 percent of the time (Lowenstein 44). Although the complications are physical, many pro-lifers say that the psychological effects are far more dangerous. They believe abortion has a particularly harmful effects on teenagers (Everyone’s Biography 1). The Medical College of Ohio studied how teenagers were able to cope with abortions as compared to adult women. They studied thirty-five women who had abortions as teenagers and thirty-six women who had abortions after age twenty. They found there were two factors present in teenage abortions. First, people other than the teenager had control of the abortion decision. Second, teenagers are less knowledgeable about the procedure and may have false ideas about it. Also, teenagers were less likely to consult a professional before making their decision. The study showed teenagers experienced greater stress during the abortion (Lowenstein 45). Pro-choicers strongly disagree on this matter. It is a proven fact that legal abortions are now medically safe and simple. Teenagers, for example, are 24 times more likely to die from childbirth than from a first-trimester abortion (Carlson 25). Death resulting from legal abortion is a very rare occurrence and easy to measure. In the first trimester, less that half of one percent of all abortion patients experience major complications (Jaffe, Lindheim, and Lee 150). Of course abortion involves some risk, but so do all medical procedures. According to the American Psychiatric Association report published in Science magazine in 1990, there are no significant psychological aftereffects of legal abortion. Legal abortion requested by the woman does not cause emotional problems or depression. Some women may feel sad or guilty at first, but not any more or less than any other personal crisis (Lowenstein 53). In particular, teenagers who had abortions seem to behave more normally than others who gave birth to a baby. Teenagers who have abortions are more likely to graduate high school, go to college, and get good jobs (Lowenstein 54). The third most controversial topic on abortions involves so-called hard cases such as rape and incest. The first point pro-lifers make is that the law allowing raped women to get abortions would only affect a few women, less than 1 percent of all abortions each year (Guernsey 68). Pro-life supporters believe the damage has already happened-that of the rape. An abortion will simply cause more psychological and physical harm. Even though half of the fetus if part of the rapist, half of the fetus is part of the woman, too. They believe it is unfair to kill a being who was not responsible for the rape (Lowenstein 47). Their feeling is the same for incest. In cases where abortion is chosen, pro-life activists believe an innocent baby is killed for a crime its father commits. The father, instead, should suffer. Pro-lifers believe if abortion is chosen, it helps to hide the fact that incest took place and it might continue(Lowenstein 48). Should abortion be allowed in cases of rape and incest? Absolutely yes, say pro-choicers. There may be serious psychological effects from having a child that was a result of a horrible experience like incest or rape. Pro-choice supporters believe if the woman decides to raise the child, they say, she will have a constant reminder of the incident (Lowenstein 55). Surveys have shown many people would accept abortion in cases of rape or incest (Women 2). Medical research has not determined whether there are genetic tendencies toward sexual crimes. The child may carry some of those genes (Lowenstein55). In summary, abortion is a personal choice. No should be able to tell a women whether or not to have a child. Therefore, keeping abortion legal will ensure that situations that involve crisis or health risks to the mother or the fetus can be handled safely and legally. How to cite Legal Abortion, Essay examples

Compare Contrast Perfect Compettiton free essay sample

A market is any place where the sellers of a particular good or service can meet with the buyers of that goods and service where there is a potential for a transaction to take place. The buyers must have something they can offer in exchange for there to be a potential transaction. Market structure: Market structure refers to the factors, such as size of the market, technological, cost and demand conditions and the barriers to entry and exit, that would affect the effectiveness of managerial decisions. We can also consider the market structure as describing the state of the market with respect to competition. Market structures Monopoly Perfect competition Imperfect competition Monopolistic competition c Oligopoly Overview: Perfect competition is a theoretical market structure. It is primarily used as a benchmark against which other market structures are  compared. The industry  that best reflects perfect competition in real life is the agricultural industry. We will write a custom essay sample on Compare Contrast Perfect Compettiton or any similar topic specifically for you Do Not WasteYour Time HIRE WRITER Only 13.90 / page For example , As there are millions of farmers who would produce rice amp; there are millions of consumers who would consume rice. In this case not a single buyer or seller could influence the price of rice. Perfect competition is a competitive market. Economist uses the term† competitive market â€Å"to describe a market in which there are so many buyers amp; so many sellers that each has a negligible impact on the market price. Characteristics of perfectly competitive market- 1. Large number of buyers amp; sellers: In perfect competition, there must be large number of buyers and sellers. Each buyer buys a small quantity of the total amount. Each seller is so large that no single buyer or seller can influence the price and affect the market. According to Scitovsky buyers and sellers are price takers in the purely competitive market. Each seller (or firm) sells its products at the price determined by the market. Similarly, each buyer buys the commodity at the price determined by the market. 2. Homogeneous product: Under perfect competition, the product offered for sale by all sellers must be identical in every respect. The goods offered for sale are perfect substitutes of one another. Buyers have no special preference for the product of a particular seller. No seller can raise the price above the prevailing price or lower the price below the prevailing price. 3. Free entry and exit: Under perfect competition, there will be no restriction on the entry and exit of both buyers and sellers. If the existing sellers start making abnormal profits, new sellers should be able to enter the market freely. This will bring down the abnormal profits to the normal level. Similarly, when losses will occur existing sellers may leave the market. However, such free entry or free exit is possible only in the long run, but not in the short-run. 4. Perfect knowledge: Perfect competition implies perfect knowledge on the part of buyers and sellers regarding the market conditions. As results, no buyer will be prepared to pay a price higher than the prevailing price. Sellers will not charge a price higher or lower than the prevailing price. In this market, advertisement has no scope. 5. Perfect mobility of factors of production: The second perfection mobility of factors of production from one use to another use. This feature ensures that all sellers or firms get equal advantages so far as services of factors of production are concerned. This is essential to enable the firms and industry to achieve equilibrium 6. Absence of transport cost: Under perfect competition transport, cost does not exist. Since commodities have, the same price it logically follows that there will be no transport cost. In the event of the presence of cost of transport, there will be no single price in the market. Transport cost occurs when there is no perfect knowledge of the market conditions on the part of buyers and sellers. . No attachment: There is no attachment between the buyers and sellers under perfect competition. Since products of all sellers are identical and their prices are the same a buyer is free to buy the commodity from any seller he likes. He has no special inclination for the product of any seller as in case of monopolistic competition or oligopoly. Theoretically, perfect competition is irrelevant. In reality, it does not exist. So it is a myth Profit maximization for a competitive firm: The goal of any competitive firm is to make profit. Three general rules for profit maximization under perfect competition are stated as follows: -If the marginal revenue is greater then marginal cost the firm should increase the output -If marginal cost is greater then greater then marginal cost the firm should decrease output -At profit maximizing level of output, marginal revenue amp; marginal cost are exactly same Example: Profit maximization for a perfectly competitive market.

Bmw Drives Germany Essay Example

Bmw Drives Germany Essay International Business BMW Drives Germany By Peter Gumbel Assignment by Matthew Jackson Table of Contents: Page 1. Assignment Cover Sheet3 2. Question Summary4 3. Question 15 8 4. Question 2 9 10 5. Question 3 3. 111 13 3. 214 16 6. Question 417 19 7. Bibliography20 – 23 8. Appendix A24 9. Appendix B25 Surname:Jackson First Names:Matthew William Student Number:102531 Subject:International Business Assignment Number:One Date Submitted:2008. 06. 12 Submission:Second Postal Address:PO Box 704 Shelly Beach 4265 E-mail:matthew. [emailprotected] co. za Contact Numbers:W039 315 0151 H039 312 0055 Cell0832834460 Course/Intake:MBA Year Two – January 2008 I hereby declare that the assignment submitted is an original piece of work produced by myself. Matthew Jackson 75122350090882008. 06. 12 Question Summary Sheet 1. Evaluate the shift in BMW Germany’s attitude and policies toward FDI. Discuss using relevant theory what you have identified as being the driving force behind this change in attitude and policy. 2. Explain the benefits to the German economy in BMW’s decision to maintain and improve its manufacturing operations in Germany. 3. If BMW wanted to extend its manufacturing operation into a developing Southern African country, explain what your recommendations would be to their CEO with regard to: 3. 1: Factors to consider prior to the formulation of a global strategy? E. g. Culture, Negotiation, etc. 3. 2: The strategy that BMW should utilize. Justify 4. Analyze the Global Competitive environment in which BMW operates and rank their position in the industry. Question 1: Evaluate the shift in BMW Germany’s attitude and policies toward FDI. Discuss using relevant theory what you have identified as being the driving force behind this change in attitude and policy. We will write a custom essay sample on Bmw Drives Germany specifically for you for only $16.38 $13.9/page Order now We will write a custom essay sample on Bmw Drives Germany specifically for you FOR ONLY $16.38 $13.9/page Hire Writer We will write a custom essay sample on Bmw Drives Germany specifically for you FOR ONLY $16.38 $13.9/page Hire Writer Introduction The Policy towards FDI mentioned at the start of the article by Gumbel (2007) was heavily influenced by the local economic conditions in Germany at the time. Exorbitant labour costs, unbending union rules and Administrative Policies all influenced BMW to investigate solutions for their local economic stagnation from mostly Oligopoly conditions of most companies in the saturated European Market. BMW had to find solutions elsewhere. Theory and analysis Duthmann et al. (2006) reports that Labour costs are traditionally expensive in Germany. This view is supported by data from Appendix A. It was compounded by the re-unification of East Germany and the Government needed to find a solution for Unemployment. BMW used the strategic advantage that these unemployed East German Automotive workers at Leipzig were providing, while helping government lower unemployment through FDI. Lowering that aspect of the inputs to the value chain had injected profit to BMW’s earnings. The Leontief Paradox states that countries that are abundant in capital should be exporters of capital intensive goods, and import labour intensive goods. These imports did not relieve the strain on domestic labour intensive industries. The Leontief Paradox disputes the Heckscher-Olin theory on the point that Factor endowments can be impacted by Government Policy. BMW is a good example proving that this paradox exists. Government intervention into labour rights, the shortened work week and East German re-unification problems caused excessive pressures on high labour costs. This directly caused BMW to shift their focus on investment elsewhere, to achieve cost reduction. The Benefits that Germany enjoyed from allowing BMW to pursue their FDI efforts are related to their resource transfer effect, their employment effect, their balance of payments effect and their effect on competition and economic growth. Specific parts for the leather seats and cockpits of BMW’s are manufactured by Fauracia. The natural resource leather is of better quality. The parts do not have to be trucked in as finished parts, thus incurring transportation costs, customs and import duties, and can be assembled on-site, providing immediate service support if needed. All these resources are transferred from elsewhere and do not need to be consumed and provided by Germany. Allowing FDI from Daimler-Chrysler and Fauracia allows technical resources to lower the intellectual capital drain needed in Germany, and this resource can be better utilized in other sectors. Costs involved in Research and Development of individual parts needed in assembly then stays with the host nation and not Germany, and lowers costs for BMW. FDI effect on competition and economic growth in Germany relates to the Competition created by the rivalry between Daimler-Chrysler and BMW. This especially affects service industries such as Management and these services have to be delivered in Germany where the cars are produced. Radosevic and Rozeik (2005) reports on the Cluster in the Central European Economy, and the clustering of supplier networks. BMW made the same decision regarding the supply of some of their parts to reduce costs. Hill (2007) discusses Porters â€Å"Diamond Model† for the determinants of National Competitive Advantage. He is of the opinion that Governments influence the four determinants. To evaluate whether Germany’s attitudes and policies towards FDI where effective, we need to investigate the effects the FDI decision had on factors of production, such as skilled labour and infrastructure, on demand conditions (sophisticated customers in home market), related and supporting industries, and firm strategy, structure and rivalry (conditions for organization of companies, and the nature of domestic rivalry) Factor conditions were influenced in Germany at that time through their policies towards capital markets. The Business Times(2008) reports that Germany has the most transparent banking System in Europe and is of the opinion that their high personal income tax rate will cause money to ultimately flow to Southeast Asia or Central America if they do not change it soon. Gumbel (2007) also states that the skepticism of Anglo-Saxon capital finance hampers the capital market even though Germany is supposed to draw advantage from the unified European economy. Although hedge funds exist to help subsidize growth within the European Union (EU), Germany wants to curb their power so that individual local economies within the EU may be stimulated. Germany has themselves provided money through the private sector, even though the unification with East Germany took a lot of investment to develop again. This decision can thus be evaluated as a good stimulant for domestic macro-economic growth. Porter (1980) note that local government usually shape local demand conditions in more subtle ways. Local Product Standards have always been high in Germany, and regulations for buyers needs are strictly controlled. The shift towards FDI will fit in with this advantage. Gumbel (2007) alludes to the fact that Germany has always invested heavily in their Automotive Industry through subsidizing related and supporting industries via their traditional engineering prowess. BMW moved Faurecia, the company that builds their seats and cockpits, on site to create a backwards Vertical FDI. This accelerates the shared value chain activities, and co-ordinates supportive industries. The cutting of Transportation costs by moving Faurecia on site allowed the special conditions created by mass customization to be solved even though the cockpits assembled generally have a high value to weight ratio. BMW organized their firm structure as Porter’s Diamond Model suggested they should through using management structures that are technically trained and allows for hierarchical methodical product and process improvements. This can be seen in their Mass Customization program that has bee the life line of their current success. The Domestic Rivalry between BMW and Daimler-Chrysler Mercedes-Benz has also traditionally been responsible for the continual product innovation at BMW. This resulted in the drive to reduce input costs to the Value Chain and improve quality of their product through automation and use of robotics. FDI was one of the sources BMW identified that provides innovation, lower costs and better quality. It is also the collusion with Daimler-Chrysler to develop new hybrid engines that gives them new technology. This can only be beneficial to both companies through the use of FDI. Discussion FDI was a good solution to take advantage of factor conditions such as great technical resources, already existing Research and Development infrastructure, Germany’s good banking system, and strong local capital investment policies, the unified Euro. Demand conditions such as High local quality in product standards, the technically trained management firm structures inherent in most German organizations, and the longstanding domestic rivalry with Daimler-Chrysler Mercedes, have all created and environment where FDI became the logical solution to the challenges they faced. The Macro-economic consequence of the Foreign Direct Investment allowed Germany to lower unemployment without allocating part of the Gross Domestic Product to improve it. FDI created jobs specifically for the unemployed East German automotive industry workers in Leipzig. The Balance of payments effect allowed Germany to have a growth rate of 2. 8% last year. This allowed net exports of $200 Billion, of which BMW showed on their own balance statement healthy revenue of $65 Billion. This was achieved by establishing FDI to be a substitute for imports of goods or services and thus on a continual basis will improve the current account of Germany. Conclusion The close relationship of Porter’s Model of determinants of comparative advantage to the FDI decision was discussed. This showed the accuracy of FDI in providing a head-start in the Market. When the positive effects of BMW’s FDI decision is measured against the macro-economic benefits it provided, it must be evaluated that it was a correct decision. Question 2: Explain the benefits to the German economy in BMW’s decision to maintain and improve its manufacturing operations in Germany. Introduction Amdam, Lunnan and Ramanauskas (2007) has the opinion that strong domestic customer relations demanding change, or strong innovative domestic competitors are more forceful change agents than those that are located in other countries. Maintaining and improving the manufacturing operations in Germany may also have to do with the competitive presence of competitors like Daimler-Chrysler. The benefits to BMW to concentrate manufacturing operations or decentralize will be discussed. Hill (2007) discusses that concentration of production makes sense when trade barriers are low, differences between countries in factor costs, political economy, and culture have a substantial impact on the costs of manufacturing in various countries, externalities arising from the concentration of like enterprises favour certain locations, important exchange rates are expected to stay relatively stable, the production technology has high fixed costs and high minimum efficient scale relative to global demand, or flexible manufacturing technology exists, production value-to-weight ratio is high and the product serves universal needs. Alternatively, decentralization of production takes place when differences between countries in factor costs, political economy, and culture do not have a substantial impact on the costs of manufacturing in various countries, trade barriers are high, location externalities are not important, volatility in importantant exchange rates is expected, the production technology has low fixed costs and low minimum efficient scale, and flexible manufacturing technology is not available, the products value-to-weight ratio is low and the product does not serve universal needs. BMW would concentrate production, since the factor cost of Oil, Electricity and Minerals for automotive production is easily influenced by political decisions. The concentration of automotive manufacturing in Germany, and the high fixed costs, the high value-to-weight ratio and the product serves universal needs. There are certain factors which make the case for decentralization. Trade barriers are generally high with automotive manufacturing, since entry to the market is restricted by technological barriers, high start-up and input costs and the volatility of important exchange rates, specifically the Brent Crude Oil Price is expected. There are therefore more benefits to concentrating, rather than decentralizing. Hill (2007) states that reducing economic exposure requires strategic choices that goes beyond the realm of financial management. The key to reducing economic exposure is to distribute the firm’s productive assets to various locations so the Firms long term financial well-being is not severely affected by changes in exchange rates. This point towards decentralization, but since the Euro is a strong currency, it is hedged against volatility more than the benefit of lowering foreign exchange risk. This may be because most Factors of Production, and the other determinants of Porter’s Diamond Model, already exist in the robust German Domestic Economy. This also explains why there is no drive to move productive assets elsewhere. Dunning’s Eclectic Approach demands that Ownership advantage needs to be backed up by Locational Advantages from factor endowments. BMW may feel that those markets can still be served with exports. This is consistent with the economic theory of positive income elasticity for luxury products. Porter’s Diamond Model also confirms the benefits of local demand conditions, the importance of related and supporting industries, and the domestic rivalry with Daimler-Chrysler. Conclusion It benefits BMW’s research and Development from the stimulation of technological advancement from domestic rivalry. The streamlining of value chain activities through keeping Just-in-time production as fast as possible, it offsets the delays possibly caused by mass customization. Keegan (1999) as quoted in Hill (2007) state that by reinforcing positive determinants of competitive advantage in an industry, government can improve the Competitive position of a nations firms. This does not have a negative effect on the balance of payments for Germany and actually helps the GDP grow by lowering unemployment and increasing exports. If BMW wanted to extend its manufacturing operation into a developing Southern African country, explain what your recommendations would be to their CEO with regard to: Question 3. 1: Factors to consider prior to the ormulation of a global strategy? E. g. Culture, Negotiation, etc. Introduction Ling and Miller (2003) states that when individuals conduct business across national borders, they often bring to the negotiation table diverse cultural predispositions in which they interact with another. For BMW to successfully negotiate extending its manufacturing operations, it needs to understand the South African culture of Ubuntu. Hill (2007 ) suggested that there is a checklist of various cultural dimensions that can provide a cultural review prior to entering into Foreign Direct Investments. These are Nature(control, harmony and subjugation), Time(monochronic or polychronic), time(past, present or future), Action(doing or being), Communication(low or high context), Space(private or Public), Power(equality or Heirarchy), individualism or collectivism, competitiveness or co-operation, structure(high or low) and Formality(formal and informal). We will discuss the application of each of these to South Africa. Discussion The traditional African culture puts high value on Nature, and that we need to care for our environment. Africans believe that we are subjugate to the fate of nature and we are only part of it. BMW instituted stringent emission limitations on their products since the Kyoto protocol, at the World Summit in Johannesburg, South Africa in 2002. They also built the Earth Lounge in Sandton, South Africa to display the contribution they make to sustainable development. Africans believe that activity supercedes time, which is polychromic, propicious, circular and that human beings are more important than time itself. Tradition from the past, is very important to an African, and it is more important than the immediate conditions of the present or the progress of the Future. Being a good person in the community is much more important to African people than doing things. This extends to treat even strangers as extended family, thus one’s child is the community’s child. Africans are direct in their communication, since they live in community they do not place higher value on the individuals words and manner than the collective. The only cultural body language that is significant in this context is the custom for a visitor to sit down before ant communication even takes place. Hurn (2007) advises that the pace of negotiations needs to be slow when done in low context though, and directness is essential, since Ubuntu sees not coming to the point as dishonesty. Public space is allocated before private space, and Ubuntu demands that there is minimal private space, and all resources should be shared. Equality is very important to Ubuntu, since all are equal. The only hierarchy exists amongst those who allocate resources to the collective, like traditional chieftains, or political representitives. Not co-operating with the needs of the whole community, sharing its resources in the Zulu culture traditionally led to death for the individual. Informal relationships and social structures prevail in Ubuntu, since being formal is a sign of rejection of the community and its values. Building social relationships, sharing in the customs of the local tribes or giving of gifts to the community shows this support. Evidence of using this cultural experience can already be seen in the BMW SEED Programme that was initiated in 1996. It is aimed at awakening in our youngsters an interest in the environment by sponsoring planting seeds, and supports outcome based education, augments feeding schemes, develop entrepreneurial skills amongst learners and create environmental awareness through behavioural change. Rodrigues (2001) is of the opinion that decision making in the African Culture is by consensus, and this process is circular providing feedback to ensure better decisions made for all in the future. This view is supported by Tay (2007) who believes that this has been the key factor amongst the Japanese automotive industry’s success Conclusion Pursuing a global strategy for BMW to extend their manufacturing operation to South Africa, must include sensitivity to reaping cost reductions from experience curve effects and location economies. This exploitation can only occur in the Ubuntu context, if the company has done all it could to be seen as part of the community, or providing resources to the community’s needs. Negotiation for BMW would thus need to include a proper needs analysis of the local community, an accurate transaction cost analysis including the non material benefits proposed to be provided, like education, providing housing and food. Question 3. 2: The strategy that BMW should utilize. Justify Introduction Hill (2003) discusses the four basic strategies to enter and compete in the international environment. They are an international Strategy, a multi-domestic strategy, a global strategy and a transnational strategy. The mode of entry into this market must include alleviating pressures for cost reduction, and transferring of Management and Technical know-how. We will discuss how the transnational model and wholly owned subsidiary as entry mode is the best strategy. Discussion BMW cannot pursue a multi-domestic strategy, since it cannot without high costs replicate their entire value chain. Strong local autonomy would make them lose control over the benchmark of quality that has become their brand identity. The weakness from a pure global strategy is that BMW will lose the ability to customize their products. This mass customization as reported by Gumbel (2007) was the very reason for their profits in recent years. Cost reductions from the underlying experience curve also causes economies of scale in the international strategy. Previously the attempt to transfer innovation is a good strategy for any multinational company investing in a developing country. BMW traditionally has followed this strategy, where the Head Office in Munich controls Research and Development, technology, processes and marketing. Marketing Functions and manufacturing plants can under this strategy be set up in major business countries. Gumbel (2007) reports that the shift away from Germany as a head Office towards a true Transnational strategy. Research and Development are now partnered with Daimler-Chrysler and Peugeot in developing new engines outside of Germany. A transnational strategy would allow for the following advantages: It exploits the experience curve effects BMW has built up over years of technological innovation. Location economies now allow BMW to cut high labour costs, and the cost of steel. BMW should use their FDI to utilize the abundance of cheap labour conditions. They could negotiate with the South African Government to help lower unemployment, improve education skills through apprenticeships. Jenkins and Thomas (2002) reports that in manufacturing, rising capital intensity and improved productivity may limit the benefits of FDI in terms of ongoing job creation in South Africa. It is therefore essential that BMW provides ongoing job creation as a guarantee when negotiating with South Africa for FDI. The Budget of 2008 has made several tax concessions around the skills levies imposed on the South African Tax Payer. BMW should take strategic advantage of these conditions. The benefits of FDI for a country like South Africa are seen as flowing mainly from externalities generated by technology transfer They should use the supply side support measures mentioned by Streak and Dinkelman (2000) to lower their supply chain input costs. BMW should invest in local infrastructure fro Manufacturing processes, because it combines both the lower labour costs and lower input resources required. It will also be lucrative for South Africa, since the FDI now allows exports from South Africa, adding to the health of the domestic economies balance of payments. The strategy BMW should follow must include a proper analysis of both their internal strengths and weaknesses. Weirich (1999) proposed the use of the TOWS (Threats, Opportunities, Weaknesses, Strengths) Matrix to analyze the Competitive Advantages and Disadvantages of Germany. The TOWS analysis for BMW allows four strategies to emerge. When we use Weirich’s opinion that The Strengths-Opportunities Strategy would play to the Culture of quality, we can justify why BMW used its skilled intellectual capital, its superior technological innovation, engineering machinery, chemicals and managerial practices. BMW must then analyze whether there exists an Opportunity in South Africa for these strengths. The Strengths -Threats Strategy would assume that they need to consider FDI as a means to capture more of an Emerging Expanding Market share in South Africa. BMW needs to look at the health of the automotive retail sector as well as the industrial manufacturing sectors. The Automotive Sector in South Africa is very healthy, as seen in the Local Manufacturing plants for Volkswagen and Toyota already in South Africa. The Weaknesses-Opportunities Strategy would use cheaper labour costs to overcome rising domestic competition from Labour Unions in mature contracting Economies. Kamoche (2002) reports the success of multinationals in the past to leverage low labour in South Africa. Machaka and Roberts (2003) also confirm that spiralling supply input costs like steel and other natural resources are also cheaper in South Africa. Weakness-Threats Strategy would only apply to countries that are a threat from their strong economic market share. Experiencing difficulties in exporting arising from an expensive product and strong currencies in their home country would scare off BMW. They would look for a stable political environment, a growing economy and a stable currency. Conclusion From this analysis the best fitting strategy that would fit BMW to adopt regarding Developing Economies, is the Weakness-Opportunities. BMW is a large multi-national company looking to find new markets in which to sell not only their product, but sell their expertise. BMW should us the abundance of natural cheap resources like steel, available in South Africa. This view is supported by Matjekana (2002). Matjekana (2002) also suggests that it is unusual that South Africa did not attract more FDI in their labour market. Using this opportunity as a value chain activity will increase profits. Matjekana(2002) is of the opinion though, that the reason for this paradox (that can be seen as a reversed Leontif paradox? is related to the South African Governments inability to get crime under control. BMW should use the Transnational strategy for moving their manufacturing plant to South Africa. BMW can exploit their experience curve effects in South Africa, importing technical resources; they can exploit location cost economies like cheap steel and labour. BMW can customize local product offerings better, since the costs incur red to do this is less in South Africa. In the South African Context it may make more sense to leverage their valuable skills this way as a commodity than pursuing a Global Strategy. A Global strategy has a lack of local responsiveness, and the market for Luxury Vehicles in African economies is small compared to developed nations. This lack of providing product customization is not a huge consideration therefore in South Africa. BMW should use South Africa as a doorway into the Market for both the rest of Africa, and a cost cutting distribution Centre to Australasia. They should use the wholly owned subsidiary model in which they can transfer their transient technology advantage, while it is structured to reduce risk of loss of technology. Question 4: Analyze the Global Competitive environment in which BMW operates and rank their position in the industry. The five competitive forces model was developed in 1980 by Michael E. Porter. The five competitive forces Porter (1980) proposed in his model have an effect on the car manufacturer BMW. Based on this analysis, the force with the most impact on the company will be identified. Based We will examine how BMW uses information systems to offset the most competitive of these forces. Porter (1980) suggests that competition in an industry is rooted in its underlying economic structure. The stage of competition depends upon five basic competitive forces, which determine the degree of competition and the profit potential in an industry. The five forces are (a) intensity of competitors, (b) power of suppliers, (c) power of customers, (d) threat of new entrants and (e) threat of substitute products (Porter, 1980). (a) Intensity of competitors BMW, which stands for Bayerische Motoren Werke, has made a well-known name as a luxury car manufacturer (Bernhardt Kinnear, 1994). The headquarters of the BMW group is in Munich, Germany, but the company has global reach. The company built high brand equity over the years through continuous branding efforts and high quality products. Kiley (2004) states† BMW is arguably the most admired carmaker in the world and BMW products inspire near- fanatical loyalty†. Within the luxury car manufacturing direct industry competition is fierce. U. S. manufacturers produce cars like Cadillac, Lincoln, Buick and Chrysler that look comfortable and visually stylish. European manufacturers like BMW, Mercedes Benz, Audi and Jaguar focus on customers that want the communication with the road via steering nd suspension systems (Bernhardt Kinnear, 1994) by producing functionally superior cars. The luxury car segment of the automobile market is at the maturity stage of the life cycle, locally and globally, due to an increased number of competitors from domestic and foreign markets. The automobile market is characterized by a low potential for market growth, but high sales and profit potential (Murtagh, 2004). T here are traditionally high entry barriers in this market and products are usually differentiated. Competitive forces are high in each segment of the overall market. BMW belong to the strategic group of luxury functional cars. This segment is categorized by low product diversification but a relatively high geographical scope (Murtagh, 2003). It is also a differentiated oligopoly. An oligopoly consists of a few companies with an unspecified number of buyers. The action of each company in this oligopoly affects the other manufacturers in the market and thus invokes reaction of manufacturers to one another. The objective of companies in an oligopoly is to maximize the present value of profit (Bernhardt Kinnear, 1994). BMW differs in the features, styles, quality, innovation, technology, design, appearance and services they aim to provide. BMW can also gain a competitive advantage to its U. S. competitors through exchange rates when the dollar is strong (Bernhardt Kinnear, 1994). (b)Power of Suppliers The roles and responsibilities of suppliers in the automobile industry have changed because the industry structure has merged. High switching costs and dependency give automotive suppliers high amounts of economic monopoly. High quality and high service levels towards BMW customers, from the consistent high quality, co-operating, high competency, just-in-time and reliability of suppliers. (c) Power of customers Customers, who buy, have major influence on the decisions of companies in an oligopolistic market structure. Porter (1980) explains that buyers force down prices, bargaining for higher quality or more services, and playing competitors against each other at the expense of industry to make profit. BMW’s positive brand image distinguished itself through its point-of-difference. The outcome is that BMW customers are loyal towards the brand. As a result, many competitors of BMW have to face falling sales and market share, while demand for BMW products continues to grow (Kiley, 2004). (d) Threat of New Entrants New entrants are essential for an industry to stay competitive (Porter, 1980). Their absence removes the drive to gain market share and profit. The Global Automotive Industry is an Oligopoly, and any new entrants make commanding profit and controlling price more challenging. BMW takes advantage of economies of scale, one of the major aspects of barriers to entry (Porter, 1980) because its unit costs decrease significantly with quantity increases. Capital requirements are probably the most significant barrier to entry because the production of cars requires immense financial resources. Research and Development, further facilities abroad for global operating scale, brand switching costs, Government Regulations in technology and environmental pollution influence entry barriers as well. (e) Threat of Substitutes Low End Cars, Motorcycles, bicycles and usage public transportation are limited, which results in low pressure on manufacturers (Porter, 1980). Substitutes limit the potential returns of an industry by placing a ceiling on the prices firms in the industry can profitably charge. The Power of Customers impacts mostly on BMW, because they increase competitors and product variety. Customers are the most important part for the success of BMW. As Gumbel (2007) reports the mass customization system BMW developed for catering for the specific tastes of individual customers, fills this need. A comprehensive passive safety system information system innovation by BMW called the Intelligent Safety and Information System (ISIS) was developed. BMW also use a dealer communication system that enhances the manufacturer-dealer relationship and effectiveness Conclusion: The BBC from their website and Data in Appendix B we can see that various sources rank BMW in second place in the Luxury Automotive Manufacturing industry, as a company. This is not reflected from the number if units sold, but rather in the Consumer Faults per 100 cars index, as well as the global index for most efficient organizational indexes. Daimler-Chrysler does not allow the empowerment of customers to express their individuality to the extent of making their vehicles more customizable, but they rank as a better managed enterprise. Bibliography: Admam, R. P. , Lunnan, R. and Ramanauskas, G. 2007) FDI and the Transformation from Industry to Service Society in Emerging Economies: A Lithuanian – Nordic Perspective. Engineering Economics 51(1), pp. 22 – 28. Agiomirgianakis, G. , Asteriou, D. and Papathoma, K. (2006) The Determinants of Foreign Direct Investment: A Panel Data Study for the OECD Countries. London: City University Department of Economics, School of Socia l Sciences. [Author unknown] (2008) Tax haven says Germany is being a bully. Business Times, Durban, 2 March, p. 24. [Author unknown] (2007) NAAMSA Annual Report[online]. National Association of Automotive Manufacturers of South Africa. vailable from http://www. naamsa. co. za/papers/ [Accessed 17 June 2008] BBC News. (2000, May 12). Analysis: Europe’s car industry[online]. available from http://news. bbc. co. uk/1/hi/business/746306. stm. [Accessed February 26, 2004]. Bernhardt, K. Kinnear T. (1994). Case studies in marketing management[online]. New York: Irwin. BMW Corporation (2004), Available from http://www. bmwusa. com/Joy/Drive/Technology/ISIS. htm. [Accessed February 26, 2004] Chesami, B. E. (2005) The Role of Government in the attraction of Foreign Direct Investment: a Case Study of South Africa and Cameroon[online]. Research Paper for Master of Law: University of Western Cape available at http://etd. uwc. ac. za/usrfiles/modules/etd/docs/etd_init_6925_1174555571. pdf [Retrieved February 26, 2004] Duthmann, A. , Hohlfeld, P. , Horn, G. , Logeay, C. , Rietzler, K. , Stephan, S. and Zwiener, R. (2006) Arbeitskosten in Deutschland bisher uberschatzt – Auswertung der neuen Eurostat-Statistik. pdf, IMK Report(11). Hoover’s Online. (2004) Bayerische Motoren Werke AG Factsheet[online]. Available from http://www. hoovers. com/bmw/ID__41758/free-co-factsheet. xhtml. [accessed February 26, 2004] Hurn, B. J. 2007) The Influence of Culture on International Business Negotiations. Industrial and Commercial Training 39(7), pp. 354 – 360. Javorcik, B. S. (2004) Does Foreign Direct Investment Increase the Productivity of Domestic Firms? In Search of Spillovers through Backward Linkages. The American Economic Review 94(3), pp. 605- 627. Joubert, B. Summary of Tax issues in the 2008 National Bu dget Speech[online]. Deloitte Touche Tohmatsu Group Director. Johannesburg. Available as a pdf at http://www. Deliotte. co. za/za_tax_Billyspresentation_220208. ppt [retrieved 13 March 2008] Kamoche, K. 2002) Introduction: human resource management in Africa. The International Journal of Human Resource Management 13(7) pp. 993 – 997. Kiley, D. (2004). Driven Inside BMW, the Most Admired Car Company in the World[online]. Retrieved February 18, 2004. Available from http://www. wileyeurope. com/WileyCDA/WileyTitle/productCd-0471269204. html [Accessed 24 February 2008] Lin, X. and Miller, S. J. (2003) Negotiation approaches: direct and indirect effect of national culture. International Marketing Review 20(3), pp. 286 – 303. Matjekana, K. S. M. (2002) Foreign direct investment flows to the SADC region n a globalizing economic environment. MA Dissertation. Stellenbosch: Faculty of Arts, University of Stellenbosch. Machaka, J. and Roberts, S. (2003) The DTI’s New Integ rated Manufacturing Strategy? The South African Journal of Economics 71(4), pp. 679-704. Murtagh, P. Dr. (2004). Industrial Structures and Competition[online]. Available from http://www. shef. ac. uk/~mcn/6050/lectures/6050_lec04_industrial_structures. pdf [Retrieved February 23, 2004] Nunnenkamp, P. (2002) Determinants of FDI in Developing Countries: Has Globalization Changed the Rules of the Game? Working Paper. Kiel: Kiel Institute for World Economics. Porter, M. E. (1980). Competitive strategy: Techniques for analyzing industries and competitors. New York: Free Press. Radosevic, S. and Rozeik, A. (2005) Foreign Direct Investment and Reconstructuring in the Automotive Industry in Central and East Europe. Working Paper. London: School of Slavonic and East European Studies. Robinson, C. G. (1986) Strategic Management Techniques. 1st Edition. Durban: Butterworths. pp. 156 – 158, 178, 179. Rodrigues, C. (2001) International Management: A Cultural Approach. nd Edition, Cincinnati, Ohio: South-Western College Publishing, Thomson Learning Sharma, B. and Abekah, J (2008) Foreign Direct Investment and Economic Growth of Africa. Atlantic Economic Journal 36(12), pp. 117 – 118. Straub, D. (2004). Industry Analysis of NE firms[online]. Available from http://www. cis. gsu. edu/~dstraub/Present/GEM8800/2002/4indus6. pdf [Retrieved February 24, 2004] Streak, J. and Dinkelman, T. (2000) The Empirical Evidence on the Location Determinants of FDI and South Africa’s Industrial Development Strategy. Transformation 41, pp. 1 – 31. Thompson, A. A and Strickland A. J (1987) 4th Edition. Texas: Business Publications Inc. pp. 129 – 133, 168. Tay, H. K. (2007) Rethink competition in the world auto market: cultural determinants, strategic implications and game rules. Strategy and Leadership 35(4), pp. 31 – 37. Appendix A: Hourly labour costs in 14 EU Member States, 2004 (in â‚ ¬) The table ranks 14 EU Member States according to hourly labour costs in the manufacturing and services sectors separately and for the combined total, 2004 (in â‚ ¬). Total (â‚ ¬) Manufacturing (â‚ ¬) Services (â‚ ¬) Denmark30. 70Belgium33. 10Denmark31. 30 Sweden30. 40Germany29. 90Luxembourg31. 30 Belgium30. 00Denmark29. 90Sweden30. 90 Luxembourg28. 30Sweden29. 60France30. 90 France28. 20Netherlands28. 90Belgium30. 60 Netherlands22. 40Finland28. 80Finland27. 20 Finland26. 80France27. 60Netherlands26. 50 Germany26. 20Austria26. 60UK24. 50 Austria25. 30Luxembourg25. 80Germany24. 10 UK24. 70UK24. 70Austria23. 80 Italy21. 40Italy20. 60Spain14. 30 Spain14. 80Spain16. 30Greece13. 70 Greece13. 40Greece12. 70Portugal10. 80 Portugal9. 60Portugal8. 30ItalyNo data EU1524. 00EU1525. 00EU1524. 20 Note: Data on Sweden and Greece refer to 2003; no data available for Ireland. Source: IMK Report, 2006 Appendix B

s Devotion

Antigone’s Devotion In the Greek play, Antigone, written by Sophocles a young princess of the same name as the play is faced with the death of her brother and the King’s decree not to bury him. Antigone shows her many traits as a character by going against her King and Uncle Creon and standing up for what she believes to be right. By doing so, Antigone shows her strength’s, her stubbornness, and her devotion to her brother. She holds this attitude until the closing stages of the play in which she reveals her more dejected side after realizing her fate. Antigone exhibits her strong will and bravery through her encounters with Creon and the possibility of death. From the outset of the play, Antigone shows her lack of fear of the King when she tells her sister Ismene that she is â€Å"†¦not afraid of the danger; if it means death, / It will not be the worst deaths-death without honor†(1231; Prologue). This establishes Antigone’s fearless mind-set regarding a meaningful death. Her encounters with Creon also shows the bravery in Antigone. She publicly questions his authority by declaring â€Å"Your edict, King, was strong, / But all your strength is weakness itself against / The immortal unrecorded laws of God.† By doing this Antigone infuriates the King and only makes certain her fate of death. Antigone’s strong will can also be perceived as stubbornness, and this in part leads to her demise. Her total lack of recognition of Creon’s authority and opinion is her major shortcoming as a character. She follows her belief’s ignoring consequences other’s opinions. This is shown in her arguments with Creon and Ismene. Instead of listening to others’ solutions to her issue, Antigone would rather do things her way without taking into account repercussions. Antigone demonstrates her obduracy when Ismene tells her to keep the fact that Antigone buried Polynices a secret and Antigone replies that she doesn’t care if everyone fi... 's Devotion Free Essays on Antigone\'s Devotion Antigone’s Devotion In the Greek play, Antigone, written by Sophocles a young princess of the same name as the play is faced with the death of her brother and the King’s decree not to bury him. Antigone shows her many traits as a character by going against her King and Uncle Creon and standing up for what she believes to be right. By doing so, Antigone shows her strength’s, her stubbornness, and her devotion to her brother. She holds this attitude until the closing stages of the play in which she reveals her more dejected side after realizing her fate. Antigone exhibits her strong will and bravery through her encounters with Creon and the possibility of death. From the outset of the play, Antigone shows her lack of fear of the King when she tells her sister Ismene that she is â€Å"†¦not afraid of the danger; if it means death, / It will not be the worst deaths-death without honor†(1231; Prologue). This establishes Antigone’s fearless mind-set regarding a meaningful death. Her encounters with Creon also shows the bravery in Antigone. She publicly questions his authority by declaring â€Å"Your edict, King, was strong, / But all your strength is weakness itself against / The immortal unrecorded laws of God.† By doing this Antigone infuriates the King and only makes certain her fate of death. Antigone’s strong will can also be perceived as stubbornness, and this in part leads to her demise. Her total lack of recognition of Creon’s authority and opinion is her major shortcoming as a character. She follows her belief’s ignoring consequences other’s opinions. This is shown in her arguments with Creon and Ismene. Instead of listening to others’ solutions to her issue, Antigone would rather do things her way without taking into account repercussions. Antigone demonstrates her obduracy when Ismene tells her to keep the fact that Antigone buried Polynices a secret and Antigone replies that she doesn’t care if everyone fi...

Culture Essay Example | Topics and Well Written Essays - 750 words - 8

Culture - Essay Example ricans maintain extended families that are not just limited to the blood relatives, but also extend beyond them to include distant relatives and friends whether or not they are blood related. â€Å"Family is the most important value that unifies the Latino community† (old.diocesephoenix.org, n.d., p. 6). The Hispanic American families include sponsors and godparents that love the children like their own even when they are actually not. The Hispanic American families believe in male supremacy. Men earn bread for the family while women are expected to stay at home and look after the children and the husband. Women are expected to submit themselves to their men. Men prefer not to let the women work, though the trend is changing and many Hispanic American women have entered the workforce, which has challenged the machismo of men and is the fundamental cause of distress in many families. The Hispanic American families give a lot of importance to the individualistic rights of each family member. Every individual is deemed worthy and important. Elders in the Hispanic American families are respected by the younger ones. The young seek advice from the elders. Every family member is given the right to have individualized close personal relationships. Communication in the Hispanic American families is governed by the concept of respecto. During communication, men and elders are prioritized over women and children. There are well-defined rules for members of both genders which they follow during communication. Hispanic Americans do not accept anger and aggression while communicating with one another. They deem it disrespectful to disagree over matters. It becomes problematic for them to agree over certain issues that they disagree with, but still they do not express negative emotions. Before this assignment, there were certain stereotypes about the Hispanic American culture in my mind that have changed now. For example, I did not know that the Hispanic Americans believe in

Compare the cultural revolution called for in the Futurist Manifesto Essay

Compare the cultural revolution called for in the Futurist Manifesto with the political revolution of the Plan of Potosi - Essay Example The Plan of San Luis Potosi, on the other hand, is a statement made by Francisco Madero, a leader of the political opposition in Mexico when the country was under the grip of a dictator, Porfirio Diaz. In the statement, Madero explicitly expressed the necessity of a revolution that would oust the dictator and establish a truly democratic government. Although both authors apparently wrote their respective pieces to promote revolutions, they do have significant differences in terms social analysis, objectives, methods, and perspectives. The fact that one is essentially cultural, while the other is political, is already a major factor in the difference between the two. Before Marinetti explained the concepts he is promoting in the Manifesto, he made an effort to first express his sentiments regarding the realities in Italian society then. It is apparent that he had nothing but harsh criticisms for the people’s continuing reverence of items of antiquity. He believes that people sh ould no longer adulate anything that is a remnant of a bygone era because this only tends to obstruct the rapid pace of development. He writes: â€Å"what is the use of looking behind at the moment when we must open the mysterious shutters of the impossible?† (Marinetti) However, Marinetti clearly goes to the extreme, when he considers that humane concepts are also outmoded. Clearly, this cultural revolution that he proposes is radical in a sense that it essentially seeks the eradication of what has been considered characteristically human: compassion. In place of love and compassion, which Marinetti believes are traits that can only be attributed to the weaknesses of humans, are hatred and violence. In explaining his agenda, Marinetti points out that all things that symbolize so-called glories of the past, including cemeteries and museums, should be destroyed so that futurism can be advanced. He asserts that â€Å"daily visits to museums, libraries and academies (those ceme teries of wasted effort, calvaries of crucified dreams, registers of false starts) is for artists what prolonged supervision by the parents is for intelligent young men, drunk with their own talent and ambition.† (Marinetti) In order to achieve what he envisions, Marinetti endorses the use of violence or war. For him, total destruction of the old through the use of violent force is the prerequisite to the realization of futurism. Madero, on the other hand, puts forward the idea of launching a political revolution against the Diaz dictatorship in his country, Mexico. Madero expounds the bases of the revolution in the article Plan of San Luis Potosi. The Mexican people have suffered much under the undemocratic rule of the current regime. Their basic civil and political rights have been violated many times, the most glaring example of which is the anomalous election results that led to the failed attempt of Madero to take the presidency. Madero denounces the Diaz promise of achie ving peace without democracy. He writes that it is â€Å"a peace full of shame for the Mexican nation, because its basis is not law, but force; because its object is not the aggrandizement and prosperity of the country, but to enrich a small group who, abusing their influence, have converted the public charges into fountains of exclusively personal benefit, unscrupulously

Mass media criticism - marxist analysis from ad Essay

Mass media criticism - marxist analysis from ad - Essay Example rly about the happiness and joy which surrounds the family and demonstrates the fact that being in McDonalds showers nothing but contentment and jubilation. Also shown in the ad is the fact that there is an interaction between the family and the guy sitting in the other booth. This interaction is rather a friendly one. as depicted by the huge smiles on the black guy and the father with his child. The Marxist theory emphasizes over the importance of social class, keeping in effect the ownership by the media and the response of the audience to the media text that is being brought forward. Talking about how the audience will react to the ad, there are certain point of views that can be emphasized. The major response of the audience will be positive. The ad depicts harmony and peace as well as joy and delight. Also, the audience will give an optimistic response to the ad because the ad emphasizes on a family-oriented nature and how it brings nothing but happiness all around. The audience might also react in different ways to the involvement of African- Americans in the ad and not white people. Some people might act in a negative manner however, others might have a positive response to having African Americans. 1970s was the time during which the African-Americans rose to greater heights than before. More visible than ever, African-Americans became a formidable presence in entertainment, politics, and science. This ad thus depicts the time of joy for the African-Americans. The text written at the bottom shows that McDonalds is a casual and comfortable place and invites the targeted audience by mentioning about the quick service and about the excellent quality food. talking further about the ad, it shows that how Macdonalds packages history and concrete memories to sell products that enlists its audience in the commoditization of memory and celebration of basic ideological values of U.S. society (i.e. patriotism, the continuity of history, family, consumption, etc.). The

Environmental Scan Of The Airline Industry Tourism Essay

Environmental Scan Of The Airline Industry Tourism Essay We have defined our relevant market for Flydubai as a low cost carrier within the product form level. Being positioned as a low cost national airline carrier, its facing a high competition from other national airlines which force the relevant market to be within the product form. (For more information on the relevant market please refer to appendix 2). This paper will focus on presenting an environmental scan of the airline industry within the Middle East region during the time frame of 3 years (2009-2012). In order to do so, we will identify the significant trends and their consequent implications on Flydubai relevant market. 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. Emerald Group Publishing Limited, 9(5), Retrieved from http://www.emeraldinsight.com/Insight/ViewContentServlet?Filename=Published/EmeraldFullTextArticle/Articles/3300090502.html doi: 1751-5637 (2009). Environmental scanning. Wikipedia. Retrieved (2009, October 17) from http://en.wikipedia.org/wiki/Environmental_scanning (2009). Flydubai. Wikipedia. Retrieved (2009, October 17) from http://en.wikipedia.org/wiki/Flydubai (n.d.). flydubai, who we are. Retrieved from http://www.Flydubai.com/whoweare/fleet.aspx (2009, June 8). Two more tough years for the airlines. Retrieved from http://www.eturbonews.com/9675/two-more-tough-years-airlines Nagraj, A. (2009, September 16). Gloomy skies for the airline industry. Retrieved from http://www.kippreport.com/2009/09/gloomy-skies-for-the-airline-industry/ Centre for Asia Pacific Aviation, Initials. (2009, October 15). Middle East LCC wrap: Air Arabia, Jazeera, Flydubai, nasair, sama and Bahrain Air. Retrieved from http://www.centreforaviation.com/news/2009/10/15/middle-east-lcc-wrap-air-arabia-jazeera-Flydubai-nasair-sama-and-bahrain-air/page1 Riaz, D, Kapadia, S. (2007). Air Arabia, Priced so that you can fly [5-14]. (Adobe Digital Edition Version), Retrieved from http://ae.zawya.com/researchreports/efg/20070701_efg_110604.pdf Schewe, , Charles, D, Hiam, A. (n.d.). market segmentation. Retrieved from http://www.quickmba.com/marketing/market-segmentation/ (2009, 10 07). UAE population reaches six million. Retrieved from http://www.google.com/hostednews/afp/article/ALeqM5j24H1v8s1BWuNXEwptqRIiB_-OOA (2009, 10 07). Expat numbers rise rapidly as UAE population touches 6m. Retrieved from http://uaeinteract.com/docs/Expat_numbers_rise_rapidly_as_UAE_population_touches_6m/37883.htm (2009, April 7). FlyDubai opens for business with flights to Beirut and Amman. Retrieved from http://www.ameinfo.com/191649.html (2009, October 8). Number of tourists in Dubai set to grow by 40 per cent . Retrieved from http://74.125.153.132/search?q=cache:EPQhPUeolAEJ:www.realtyna.com/dubai_real_estate/dubai-rss-news/number-of-tourists-in-dubai-set-to-grow-by-40-per-cent.html+http://www.realtyna.com/dubai_real_estate/dubai-rss-news/number-of-tourists-in-dubai-set-to-grow-by-40-per-cent.htmlcd=1hl=arct=clnkgl=ae Sambidge, Initials. (2009, March 18). flydubai appoints pilots, cabin crew. Retrieved from http://www.arabianbusiness.com/549994-Flydubai-appoints-pilots-cabin-crew Sambidge, A. (2009, August 11). Dubai tourists up 5% in H1 official. Retrieved from http://www.arabianbusiness.com/564508-dubai-tourists-up-5-in-h1official (2009, 10 07). UAE population. Retrieved from http://archive.gulfnews.com/articles/09/10/07/10355378.html Redpath, H. (2009, June 16). Dubais First Low Cost Airline Takes Off. Retrieved from http://multivu.prnewswire.com/mnr/Flydubai/38830/ Redpath, H. (2009, June 16). Dubais First Low Cost Airline Takes Off. 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 or willing to use for their marketing strategy is through word of mouth (buzz). Since Flydubai is a low cost airline, they tend to set low budgets for their advertisements to keep their prices low. So the best way to conduct an advertisement method for low cost carriers is through word of mouth. (This information is based on analysis due to facts and observations). Appendix 5 Primary demand: After making the environment analysis for the next three years and studying the current market conditions, we identified Flydubai relevant market at the product form level. This is because there is a high competition within the brand supply level forcing it towards the product form level as they all offer low prices with similar destinations. After the financial crisis, we noticed a shift toward low cost airlines as incomes had decreased. This had its effects on the following primary demand elements that include: Buyer Identification: The number of customers using the LCC airlines is recently increasing (www.gulf-daily-news.com). Users of LCC