Definition and Examples of Gradatio in Rhetoric

Definition and Examples of Gradatio in Rhetoric Gradatio is aâ rhetorical term for a sentence development in which the last word(s) of one provision turns into the first of the following, through at least three provisos (an all-encompassing type of anadiplosis). Gradatio has been depicted as the walking or climbing saying. Additionally known asâ incrementum and the walking figure (Puttenham) Jeanne Fahnestock calls attention to that gradatio could be portrayed as one of the examples of point/remark or given/new association distinguished by twentieth century content language specialists, where the new data shutting one condition turns into the old data opening the following (Rhetorical Figures in Science, 1999). Historical background From the Latin, gradationem rising by steps; a peak. Models They call for you: The general who turned into a slave; the slave who turned into a warrior; the fighter who challenged an Emperor. Striking story.(Joaquin Phoenix in the film Gladiator, 2000)Men frequently detest each other on the grounds that they dread one another; they dread each other on the grounds that they dont know one another; they dont know each other in light of the fact that they can not convey; they can not impart in light of the fact that they are separated.(Martin Luther King, Jr., Stride Toward Freedom: The Montgomery Story, 1958)In the loveliest town of all, where the houses were white and high and the elms trees were green and higher than the houses, where the front yards were wide and charming and the patios were rugged and worth getting some answers concerning, where the roads slanted down to the stream and the stream streamed discreetly under the scaffold, where the gardens finished in plantations and the plantations finished in fields and the fields finished in pastures and the fields climbed the slope and vanished over the top toward the awesome wide sky, in this loveliest of all towns Stuart halted to get a beverage of sarsaparilla.(E.B. White, Stuart Little. Harper, 1945) One voice can change a room. Furthermore, on the off chance that it can change a room, it can change a city. Furthermore, on the off chance that it can change a city, it can change a state. What's more, on the off chance that it can change a state, it can change a country. Furthermore, on the off chance that it can change a country, it can change a world.(Barack Obama, presidential battle discourse in Des Moines, Iowa, November 5, 2012)The just agile approach to acknowledge an affront is to overlook it; on the off chance that you cannot disregard it, top it; on the off chance that you cannot top it, giggle at it; in the event that you cannot chuckle at it, its presumably deserved.(Russell Lynes)We wonder in tribulations likewise: realizing that tribulation worketh tolerance; and persistence, experience; and experience, expectation: and expectation maketh not embarrassed; in light of the fact that the affection for God is shed abroad in our souls by the Holy Ghost which is given unto us.(Paul, Romans 5:3)If you sow an idea, you procure a demonstration. On the off chance that you sow a demonstration, you harvest a propensity. On the off chance that you sow a propensity, you procure a character. What's more, on the off chance that you sow a character, you harvest a destiny.(anonymous, cited by Samuel Smiles in Life and Labor, 1887) She surrendered religion for trance, trance for legislative issues, and governmental issues for the sensational energies of philanthropy.(Vivian in Oscar Wilde’s The Decay of Lying, 1891)Design more likely than not had an originator. That architect probably been an individual. That individual is GOD.(William Paley, Natural Theology, 1963)All our insight brings us closer to our ignorance,All our obliviousness brings us closer to death,But proximity to death no closer to God.(T. S. Eliot, Chorus from The Rock, 1934)It takes an egg to make a henIt takes a hen to make an eggThere is no limit to what Im sayingIt takes an idea to make a wordAnd it takes a word to make an action.(Jason Mraz, Life is Wonderful) Shakespeares Use of Gradatio My still, small voice hath a thousand a few tongues,And each tongue acquires a few tale,And each story censures me for a villain.(William Shakespeare, King Richard III, 1591?)[F]or your sibling and my sister no sooner met however they looked; no sooner looked yet they cherished; no sooner adored yet they murmured; no sooner moaned yet they asked each other the explanation; no sooner knew the explanation yet they looked for the cure; and in these degrees have they made a couple of steps to marriage which they will climb incontinent, or, more than likely be incontinent before marriage . . ..(Rosalind to Orlando in William Shakespeares As You Like It, Act Five, scene 2) Articulation: gra-DA-see-o

Masks Essay Example For Students

Veils Essay In PlaysThe veils of satire and catastrophe are just recognizable by a grin or frown,happiness or bitterness, crucial. The equivalent is valid for Shakespearean plays. The comedies are known for their upbeat determinations, compromise of thecharacters, a support of occasions, and life toward the end. On the other hand,the catastrophes are known for their hopeless decisions, obliteration of thecharacters, an issue of why this needed to occur, and demise toward the end. Comediesmake us snicker, triumph in the human instinct of individuals, and grin. Unliketragedies that cause us to sob, question the human instinct of individuals, and scowl. AMidsummer Nights Dream is an eccentric, elegantly composed satire coordinating what Ihave portrayed. In spite of the fact that the darlings, Hermia and Lysander, experience difficulties throughoutthe play from a meddling reprobate sprite called Puck. They are reunitedat the end, acknowledged by her dad, and alive. Likewise, the other pair of lovers,Helena and Demetrius, who were not in affection in the first place are joined at the endto structure an equal blending of the four fundamental characters. Here comes t helovers, brimming with satisfaction and jollity. Bliss, delicate companions, satisfaction and new long stretches of affection. On the opposite side of the coin is The Tragedy of Romeo and Juliet. A story ofdoomed youthful darlings. The introduction to the play portrays everything is aShakespearean work: In reasonable Verona where we lay our scene, *From ancientgrudge break to new insurrection, Where common blood makes common hands unclean. *Fromthe lethal midsections of these two enemies, A couple of star-crossd darlings take theirlife; Whose misadventurd devout topples Doth with their demise cover theirparents conflict. The frightful entry of their demise markd love, And thecontinuance of their folks rage, Which, however by their childrens end,naught could evacuate, Is presently the two hours traffic of our stage; The which ifyou with persistent ears join in, What here will miss, our work will endeavor tomend. *From the beginning of the play, we comprehend what the completion will be passing. We are lead through a progression of shocking condition and left at the endwith a frightful end, the passing of two youthful sweethearts, and no confidence in Loveconquers all. Our faith in human presence merit something is broken, andwe are left with all are rebuffed. There is no purpose behind the passings inRomeo and Juliet, other than an unjustified destiny. The finish of AMidsummer Nights Dream, is a crazy, innovative support (not tomention the covering of certain asses) of the occasions that had occurred: If weshadows have outraged, Think however this, and everything is retouched. That you have butslumbered here While these dreams appeared. Also, this frail and inert subject Nomore yielding however a fantasy, Gentles don't reprimand. On the off chance that you excuse, we willmend. What's more, as I am a fair Puck, If we have unmerited karma Now to scape theserpents tongue, We will present appropriate reparations ere long; Else the Puck a liar called. So,good night unto all of you. Give me your hands, in the event that we be companions, And Robin shallrestore alters. It was every one of the a fantasy, or so puck says. Be that as it may, on the off chance that it were not adream, and the occasions took place as a general rule, at that point the pixie world will makeamends for all the difficulty they had caused. From the earliest starting point as far as possible of theplay, we are humored by Shakespeares mind, and clever approach to trap us into thestory. Toward the end, our expectation and dreams are revived with a good faith thateverything will show up generally advantageous. Everything is explained; there are noquestions to inquire. A cheerful end confirming that adoration, truth be told, does conquerall. As observed by the two plays: A midsummer Nights Dream and The catastrophe ofRomeo and Juliet the veil that covers the essence of the play is all in theconclusion and support.

Audience Analysis Report Example

Audience Analysis Report Example Audience Analysis Report â€" Assignment Example > Online Survey ResultAnswers on “What is your age? ”what is your ageFig1.0Answers on “Have you ever smoked? ”Have you ever smoked? Fig1.1Answers on “do you know someone who smokes? ”Do you know someone who smokesFig 1.2Answers on “should the operations of the tobacco companies be controlled to ensure access of tobacco products is manageable? ”Should the operations of the tobacco companies be controlled to ensure access of tobacco products is manageableFig1.3Answers on how “do you feel when you see someone smoking? ”Do you feel when you see someone smoking? Fig1.4Answers on     “What do you think contributes to smoking? ”What do you think contributes to smoking? Image oneImage TwoFig1.3Fig1.4Image threeImage fourFig1.7Appendix 1: InterviewsInterview one: 24-year old male. Non-smoker, Patrick. Benard: Have you ever smoked or felt like smoking? Patrick: Hmmm, am not sure how I can approach such question. But let me begin by saying that those are two different and independent questions. Personally, I have never smoked but by dealing with some friends made me feel like I should take a puff. This came when I was sharing a room with Daniels in my first year at Nanyang Technological University. Benard: what makes you not to smoke? Patrick: Benard, do you smoke? (He asks jokingly looking at my lips) before you even answer the question, smoking or not smoking is more of a personal decision than collective. Every day we read about effects of smoking; the anti-smoking campaigns have flooded everywhere in Singapore. They talk about lung cancer, heart diseases, stroke and many more as being effects of smoking. And if you look at the long run implications of smoking it becomes a personal decision rather than collective as I mentioned before. Benard: And from your perspective, what do you think contributes to people smoking? Patrick: It is clear that answers to that question are dependent on other factors. And unfortunately I will not answer you fr om my perspective since I do not have statistics with me. People have many reasons as to why they start and continue smoking. I will provide an answer based on recent researches in Singapore which I believe are more factual regarding your question. Vietnam National Committee on Smoking and Health explains that in Singapore, born a male is already a reason why people should just smoke. Other reasons rated high is the peer influence and poverty depending on the region. Benard: Do you know someone who is related to you who smokes? Patrick: That is right, handful. Benard: How do you feel when someone smokes? Patrick: Sorry! Interview two: 29-year old male. Smoker, Muzzammil. Benard: Have you ever smoked or felt like smoking? Muzzammil: I started smoking when I was 17 and I have been a regular smoker for 12 years. Benard: What contributed towards your smoking habits? Muzzammil: As you can see, I started smoking at a tender age and at that start, you honestly do not know the repercussion s of smoking. And funnily, you are sure that you can just give smoking a try and give it a leave a couple of days to come. Going to your question, peer influence played a great role. I did try smoking because most of my friends were doing it and to fit in the group and play cricket together in the outcast of the city of Singapore, smoking was almost compulsory.

Substance Abuse Prevention At The United States - 778 Words

The purpose of this paper is about two substance abuse preventing program in the United States. Team Awareness is a preventing program that deals with behavioral risk that is associate with substance abuse among employees and their families. The purpose of this preventing program is to help individuals with social health and communication to improve the attitude towards alcohol. The program is about six to eight months to help employees and prepare them for the program. According to NREPP â€Å"Team Awareness is a customizable wellness program that also incorporates substance abuse prevention; it has been adapted for many different contexts.† Therefore, programs like team awareness help organizations that have employees that are having a hard time with substance abuse. The goal of this substance abuse program is to help with community resources and if they need to be refer to a program 12 step program. According to NREPP â€Å" To achieve these objectives, the training focuses on six components: the importance of substance abuse prevention; team ownership of policy (embracing policy as a useful tool for enhancing safety and well-being for the whole workgroup); stress, including stressors, individual coping styles, and other methods for coping; tolerance and how it can become a risk factor for groups; the importance of appropriate help-seeking and help-giving behavior; and access to resources for preventive counseling or treatment. Team awareness is funded by the Peer AssistanceShow MoreRelatedPreventing Substance Abuse940 Words   |  4 Pagesï » ¿ Preventing substance abuse involves developing numerous strategic partnerships. Substance abuse is a multidisciplinary issue, and requires a correspondingly multifaceted and multidisciplinary approach. The strategy for drug abuse prevention must begin with segmenting the market, or analyzing the needs of the community. Is the greatest proportion of abusers in the community youth? If so, what kinds of drugs are most commonly used in the community? Are seniors in the community abusing prescriptionRead MoreDrug Policy And Funding Has Not Changed Much Over The Past Two Decades1505 Words   |  7 Pageslast decade, the United States has shifted its stated drug control policy toward a comprehensive approach; one that focuses on prevention, treatment and enforcement (p.1). One approach to this is allotting billions of dollars to the Federal Drug Control Budget. As of 2014, the majority of funding for this budget went into supply reduction (59.9%), demand reduction (40.1%), and domestic law enforcement (36.8%). Only 35 percent of the funding was provided for treatment of drug abuse, and 5.1 percentRead MoreIllegal Substance Abuse And Addiction1196 Words   |  5 PagesIllegal substance abuse and addiction can have far-reaching negative impacts that affect not only the people who abuse drugs but also their friends, family members, the community, and government resources. Substance abuse can lead to domestic violence, child abuse, suicide, crime, automobile accidents, sexually transmitted diseases, HIV/AIDS, and unwanted pregnancy. A particular area of concern of drug use and abuse is the impact of methamphetamine (meth) labs on public safety and the environmentRead MoreFice Of National Drug Control Policy947 Words   |  4 PagesThe Office of National Drug Control Policy (ONDCP) was created by the Anti-Drug Abuse Act of 1988 to aid in the declination of illicit drugs within the United States. The ONDCP advises the president on drug-control issues, coordinates drug-control activities and related funding across the Federal government, and produces the National Drug Control Strategy. Within the National Drug Control Strategy, several goals of the ONDCP are projected. Specifically, this strategy illuminates seven core goalsRead MoreHeroin Drug Use And Its Effects On The United States951 Words   |  4 Pagesaddiction to another substance: marijuana, alcohol, cocaine, or prescription painkillers. Overdose on heroin can cause many complications including coma and death. This risk is commonly increased by combinin g heroin with alcohol or by cutting it in with other drugs. Injection of heroin also puts one at a significantly increased risk of contracting HIV, Hepatisis, other disease carried in the bloodstream (CDC, 2015). 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Furthermore, some associated costs may not be reported becauseRead MoreIntegrating Peer Training With Social Norms800 Words   |  4 PagesMerging the methodology of peer training with social norms encouragements, substance abuse information booths, interactive classroom education, and evolving online technologies, high school students can receive and dynamically contribute in a variety of experiences and cooperative interactions. Such collaborations are exceptionally vital to the success of the drug preventing programs built on a peer health educator model that relies heavily on mentoring from undergra duate college students. Also,Read MorePrimary Prevention Of Substance Abuse902 Words   |  4 Pageslegislative session focused on primary prevention of substance abuse and providing grants from national stakeholders to create individual state treatments. Numerous bills introduced at the national level were bills that amended other previously passed substance abuse bills. The two substances focused in these bills were general substances and opioids. By â€Å"general substance† this category refers to the abuse of multiple drugs, which includes opioids. The opioid abuse bills focus specifically on opioidsRead MoreSubstance Abuse Is A Brain Disease766 Words   |  4 PagesFindings Substance Abuse is a brain disease While the choice to use alcohol and drugs is initially voluntary, alcohol and/or drug addiction arises because the normal functioning of the brain is impaired so that alcoholism and drug addiction become a â€Å"chronic relapsing disease of the brain† (National Institute of Drug Abuse, Drugs, Brains and Behavior. The Science of Addiction. 2014, 5). Drugs impact the pathways of the brain by flooding the circuit with dopamine, which disturbs and distorts normal

Essay on Affirmative Action is Reverse Discrimination

Affirmative Action is Reverse Discrimination When the Civil Rights Bill was being debated on the floor of the Senate, Barry Goldwater predicted that this particular bill might be abused. Herbert Humphrey, however, stated that he would eat every page of the bill if ever it were used to justify discrimination against anybody on account of race or sex. The bill eventually passed and became the Civil Rights Act. From college admissions to government contracts, the Civil Rights Act has been grossly abused by giving race and gender primary consideration in admissions and hiring, resulting in blatant reverse discrimination. Paul Craig Roberts and Larry Stratton, co-author of The New Color Line: How Quotas and Privileges Destroy†¦show more content†¦United States National Science Foundation. This 1995 lawsuit involved Michelle Doe, a 12 year old girl, who was selected as a finalist to participate in Camp Planet Earth. This was a summer camp run by Texas AM University which received significant funding from the National Science Foundation. When Michelle went to the interview for finalists she was told she was ineligible because she was white. The camp staff admitted they overlooked her resume because she was from a predominately minority school. One can only imagine the public outrage had this been a black girl that was told she was ineligible because she was black. Texas AM University, the National Science Foundation, and Camp Planet would have been labeled racist and the case would have made the national news, yet because it was disguised as affirmative action, most of you are probably unaware of this case. Michelle Doe was awarded $20,000, a far cry from the awards minority plaintiffs receive in settlements like the recent Texaco case. The recent Hopwood v. University of Texas School of Law is yet another case where affirmative action was ruled to have gone too far. The Fifth Circuit Appeals Court struck down university admissions quotas and established both the illegality and unconstitutionality of quotas. In the wake of this lawsuit, universities all across the country have reevaluated theirShow MoreRelatedEssay on Reverse Discrimination and Affirmative Action4000 Words   |  16 PagesReverse Discrimination and Affirmative Action Discrimination in employment has been an issue that has plagued our society throughout history. At the turn of this century it was acceptable to advertise job openings and specifically state that people of a certain race, color, religion, gender, or national origin need not apply. A lot has changed over the last 100 years. 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The tension of the 1960s civil rights movement had made it very clear, that the nations minority and female population were not receiving equal social and economic opportunity. The implementation of affirmative action was Americas first honest attempt at solving a problem, it had previously chose to ignore. However, thereRead MoreAffirmative Action is Reverse Discrimination Essay example1814 Words   |  8 PagesAffirmative Action is Reverse Discrimination Even though slavery has not been a part of America for over a century now, racial discrimination still exists in various parts of our culture. A controversial policy known as affirmative action was introduced in the 1960s to try and promote racial equality in society. Affirmative action is supposed to give minorities an equal chance in life by requiring minority employment, promotions, college acceptance, etc. At first this sounds like a perfectRead MoreEssay about Affirmative Action is Not Reverse Discrimination1293 Words   |  6 PagesAffirmative Action is Not Reverse Discrimination Affirmative Action is not meant to help blacks because of the color of their skin, but because they deserve compensation for past and continuing injustices. Opponents may criticize the wisdom of how this compensation is meted out, but they cannot question the principle of compensatory damages, which enjoys a long tradition in our society. 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Generally speaking, discrimination is rooted in within the â€Å"cultural fabric of the United States† along the lines of â€Å"housing, employment, health,Read More Affirmative Action Essay1503 Words   |  7 Pages Affirmative Action is defined by Websters New World College Dictionary as a policy or program for correcting the effects of discrimination in the employment or education of members of certain groups. The phrase affirmative action was coined by President John F. Kennedy in 1961 when he issued Executive Order 10925, initiating the Presidents Committee on Equal Employment Opportunity. In 1965, President Lyndon B. Johnson issued Executive Order 11246. This order required federal contractors toRead MoreEssay on Affirmative Action Policies912 Words   |  4 PagesThe past few days the human resources department has been discussing the importance of implementing an affirmative action policy to assist in assuring that the company complies with equal employment opportu nity laws. The department has decided that the best action is to contact the members of the board of directors. The Federal Government has passed several laws to prevent employment discrimination, and not complying with these laws can cause serious consequences. The purpose of equal employment opportunity

Nursing and Patient Free Essays

Nursing is a profession in which professionalism and high moral character go hand in hand. Nurses have access to very important information and care for patients during critical times in their lives. Because of the nature of work that a nurse does, they must always maintain professionalism to ensure that their patients have the upmost trust in them. We will write a custom essay sample on Nursing and Patient or any similar topic only for you Order Now A. Functional Differences In order to become a registered nurse, one must pass nursing school and then go on to pass a test given by their state regulatory agency, such as the board of nursing (BON). The state board of nursing has many different duties. One of the many duties of a BON is to grant and renew nursing licenses. The BON can also take disciplinary review of nurses. It will review a complaint against a nurse’s actions and then decide whether they should suspend, restrict or revoke a nurse’s license (Cherry Jacob, 2011, p. 78). A professional nursing organization (PNO), like the emergency nurse association (ENA), is a private organization to which a nurse is a member. A private nurse’s organization may lobby legislature for the interest of the association’s members and to better the nursing profession as whole. A PNO may also hold seminars to further educate the members and to keep their practices the most up to date. For example, the ENA usually holds a yearly seminar where many topics are covered throughout the week in regards to emergency nursing. Overall a PNO provides a united front for specific areas of nursing or for nursing as a whole. A PNO represents the members and a regulatory agency, such as the BON, represents the people for who the nurses will be taking care of. B. Nursing Code Examples The nursing code of ethics plays a huge role in the way nurses care for patients. Nurses should always treat patients with the respect they deserve. For most people, being in the hospital is a very stressful and foreign event. It can lead to the patient not always being their normal, happy self. Even when the patient was upset and not exactly in the best mood, I would respect the patient and do whatever I could to ensure that I have helped the patient. I have found that if you give a patient the respect they deserve, that no matter what, they always tend to be thankful and appreciative for your help. Being respectful facilitates a trusting relationship between nurse and patient. Another part of the nursing code of ethics that I apply to my nursing practice is to always advocate for the patient. For example, there are times when doctors will put in orders that I may question or not completely understand. Instead of just doing what the doctor orders in those circumstances, I question the doctor and make them explain the order so I understand it. If I do not agree with the order, I would tell the doctor and work it out with them. The needs and safety of patients should always be the number one priority. C. Professional Traits Working with an interdisciplinary team allows everyone to bring their own traits and beliefs to help ensure the best care for the patient. I would bring many great traits to an interdisciplinary team. The first would be the acceptance of accountability and responsibility. When working with an interdisciplinary team, I would always accept responsibility for the patient and would hold myself accountable for the care that the patient receives. I may be following the orders of another member of the team, but in the end, it is me that is responsible for my own actions. That is a very important concept to remember when working as part of a team. I would also ensure the patients privacy is always respected. When working with a group, there is always an increased risk of the patient’s privacy being violated. I would do everything in my power to ensure that the patient’s privacy is always respected. I would ensure only essential team members have access to the patient’s information and would make sure the environment is conducive to protecting privacy. I would also respect the patient’s right to self-determination. While working with an interdisciplinary team, it can be easy for some members of the team to forget that the patient is ultimately the one in control. My job is to always encourage the patient to do what they feel is best for themselves and to respect their wishes. A person may decide that they do not want a particular treatment that is part of the plan and it is my job to protect their right to say no to that treatment. I would also work on advancing my nursing profession through knowledge development, dissemination, and application to practice. Nursing is a profession that is always changed and evolving. New research for things like better standards of care and new procedures are always coming out. As part of a team, I should always be the most up to date on my education. Being informed and continuing my education allows me to be a better team member and it also allows the patient to have the best care. D. Nursing Theories Nursing theories have a definite impact on the day-to-day practices of nurses. Dorothea Orem’s theory of self-care deficit model is something that all nurses do without even realizing it. In Dorothea Orem’s model, she states that when a patient renders an insult, there is a self-care deficit, which makes nursing interventions necessary (Cherry Jacob, 2011, p. 98). When a patient comes into the ER with a newly diagnosed illness, they are often unsure of what to do, or how to proceed from there. Without even thinking about doing it, nurses automatically help patients overcome these new obstacles in life. For example, a patient that has had a recent hip replacement must learn how to care for their new hip. A nurse caring for this patient will help that patient understand their new limited mobility and how to return to their pre hospital lifestyle the best they can. Another great example of this model is a diabetic patient. In order to live a normal life with diabetes, a patient must be instructed how to take their diabetic medication, what kind of diet to eat, and the signs and symptoms of high or low blood sugar. Without the nurse’s help and specific interventions for the patient, the patient may not be able to return to their normal level of functioning. A nurses goal for a patient is to always return them to their previous level of functioning and if that isn’t able to happen, to get them to their optimum level of self-functioning (Cherry Jacob, 2011, p. 98). Nursing interventions and helping patients recover from illness is what nursing is all about. Orem’s nursing theory model is the model that many nurses strive to achieve during their nursing careers. E. Historical Figure The nursing profession as we know it today would not be here if not for the actions and contributions of Florence Nightingale. Florence Nightingale established infection control and a way of maintaining patients records (Cherry Jacob, 2011, p. 10). By far the most important aspect of nursing that Florence Nightingale contributed to is infection control. Infection control was unheard of before Florence Nightingale. Her help during the Crimean War helped establish aseptic techniques for nursing and stressed the importance of infection control in helping patients to heal, instead of dying from their illnesses. Even today infection control is a corner stone of nursing practices. The first thing nurses learn in nursing school is proper hand washing techniques and how to avoid spreading germs to patients. Florence Nightingale’s contributions to the nursing made nursing the profession it is today. F. Scenario Patient advocacy is one of the most important jobs a nurse is entrusted to do. A perfect example of being a patient advocate happened to me when I was helping a patient protect his autonomy. I was caring for an elderly gentleman who had terminal cancer and came into the ER short of breath. The patient was really working to breath and the doctors and family wanted to intubate the patient to help him. The patient was alert and orientated and kept stating that he did not want to be intubated or to have any resuscitation efforts. I respected the patient’s wishes and informed the doctor that we would not be intubating this patient due to his wishes. The doctor was reluctant but finally agreed and together we explained this to the family. The patient was able to have wishes respected and wasn’t pushed into something he wanted. Beneficence is something that is at the heart of nursing. Nurses do this all the time without even giving it a second thought. The first scenario that comes to my mind when I think of beneficence is when I had a child come into the ER with a broken leg. Without even hesitating, I knew the first thing I needed to do for this child was to manage his pain. I went out of my way to find a doctor for a medication order and was immediately on the phone with pharmacy so I would be able to pull the medication out of the omnicell without any lag time. I was able to get his pain managed in about 7 minutes after he was wheeled into my ER room. The family and the patient were very thankful for everything that I did for them. Conclusion Professionalism and nursing are interrelated. Without professionalism, patients wouldn’t be able to respect and trust their nurse, making establishing a relationship impossible. When a nurse and patient are able to establish a relationship based on professionalism and trust, anything is possible when it comes to the care and overall well-being of the patient. How to cite Nursing and Patient, Papers Nursing and Patient Free Essays Nursing is a profession in which professionalism and high moral character go hand in hand. Nurses have access to very important information and care for patients during critical times in their lives. Because of the nature of work that a nurse does, they must always maintain professionalism to ensure that their patients have the upmost trust in them. We will write a custom essay sample on Nursing and Patient or any similar topic only for you Order Now A. Functional Differences In order to become a registered nurse, one must pass nursing school and then go on to pass a test given by their state regulatory agency, such as the board of nursing (BON). The state board of nursing has many different duties. One of the many duties of a BON is to grant and renew nursing licenses. The BON can also take disciplinary review of nurses. It will review a complaint against a nurse’s actions and then decide whether they should suspend, restrict or revoke a nurse’s license (Cherry Jacob, 2011, p. 78). A professional nursing organization (PNO), like the emergency nurse association (ENA), is a private organization to which a nurse is a member. A private nurse’s organization may lobby legislature for the interest of the association’s members and to better the nursing profession as whole. A PNO may also hold seminars to further educate the members and to keep their practices the most up to date. For example, the ENA usually holds a yearly seminar where many topics are covered throughout the week in regards to emergency nursing. Overall a PNO provides a united front for specific areas of nursing or for nursing as a whole. A PNO represents the members and a regulatory agency, such as the BON, represents the people for who the nurses will be taking care of. B. Nursing Code Examples The nursing code of ethics plays a huge role in the way nurses care for patients. Nurses should always treat patients with the respect they deserve. For most people, being in the hospital is a very stressful and foreign event. It can lead to the patient not always being their normal, happy self. Even when the patient was upset and not exactly in the best mood, I would respect the patient and do whatever I could to ensure that I have helped the patient. I have found that if you give a patient the respect they deserve, that no matter what, they always tend to be thankful and appreciative for your help. Being respectful facilitates a trusting  relationship between nurse and patient. Another part of the nursing code of ethics that I apply to my nursing practice is to always advocate for the patient. For example, there are times when doctors will put in orders that I may question or not completely understand. Instead of just doing what the doctor orders in those circumstances, I question the doctor and make them explain the order so I understand it. If I do not agree with the order, I would tell the doctor and work it out with them. The needs and safety of patients should always be the number one priority. C. Professional Traits Working with an interdisciplinary team allows everyone to bring their own traits and beliefs to help ensure the best care for the patient. I would bring many great traits to an interdisciplinary team. The first would be the acceptance of accountability and responsibility. When working with an interdisciplinary team, I would always accept responsibility for the patient and would hold myself accountable for the care that the patient receives. I may be following the orders of another member of the team, but in the end, it is me that is responsible for my own actions. That is a very important concept to remember when working as part of a team. I would also ensure the patients privacy is always respected. When working with a group, there is always an increased risk of the patient’s privacy being violated. I would do everything in my power to ensure that the patient’s privacy is always respected. I would ensure only essential team members have access to the patient’s information and would make sure the environment is conducive to protecting privacy. I would also respect the patient’s right to self-determination. While working with an interdisciplinary team, it can be easy for some members of the team to forget that the patient is ultimately the one in control. My job is to always encourage the patient to do what they feel is best for themselves and to respect their wishes. A person may decide that they do not want a particular treatment that is part of the plan and it is my job to protect their right to say no to that treatment. I would also work on advancing my nursing profession through knowledge development, dissemination, and application to practice. Nursing is a profession that is always changed and evolving. New research for things like better standards of care and new procedures are always coming out. As part of a team, I should always be the most up to date on my education. Being informed and continuing my education allows me to be a better team member and it also allows the patient to have the best care. D. Nursing Theories Nursing theories have a definite impact on the day-to-day practices of nurses. Dorothea Orem’s theory of self-care deficit model is something that all nurses do without even realizing it. In Dorothea Orem’s model, she states that when a patient renders an insult, there is a self-care deficit, which makes nursing interventions necessary (Cherry Jacob, 2011, p. 98). When a patient comes into the ER with a newly diagnosed illness, they are often unsure of what to do, or how to proceed from there. Without even thinking about doing it, nurses automatically help patients overcome these new obstacles in life. For example, a patient that has had a recent hip replacement must learn how to care for their new hip. A nurse caring for this patient will help that patient understand their new limited mobility and how to return to their pre hospital lifestyle the best they can. Another great example of this model is a diabetic patient. In order to live a normal life with diabetes, a patient must be instructed how to take their diabetic medication, what kind of diet to eat, and the signs and symptoms of high or low blood sugar. Without the nurse’s help and specific interventions for the patient, the patient may not be able to return to their normal level of functioning. A nurses goal for a patient is to always return them to their previous level of functioning and if that isn’t able to happen, to get them to their optimum level of self-functioning (Cherry Jacob, 2011, p. 98). Nursing interventions and helping patients recover from illness is what nursing is all about. Orem’s nursing theory model is the model that many nurses strive to achieve during their nursing careers. E. Historical Figure The nursing profession as we know it today would not be here if not for the actions and contributions of Florence Nightingale. Florence Nightingale established infection control and a way of maintaining patients records (Cherry Jacob, 2011, p. 10). By far the most important aspect of nursing that Florence Nightingale contributed to is infection control. Infection control was unheard of before Florence Nightingale. Her help during the Crimean War helped establish aseptic techniques for nursing and stressed the importance of infection control in helping patients to heal, instead of dying from their illnesses. Even today infection control is a corner stone of nursing practices. The first thing nurses learn in nursing school is proper hand washing techniques and how to avoid spreading germs to patients. Florence Nightingale’s contributions to the nursing made nursing the profession it is today. F. Scenario Patient advocacy is one of the most important jobs a nurse is entrusted to do. A perfect example of being a patient advocate happened to me when I was helping a patient protect his autonomy. I was caring for an elderly gentleman who had terminal cancer and came into the ER short of breath. The patient was really working to breath and the doctors and family wanted to intubate the patient to help him. The patient was alert and orientated and kept stating that he did not want to be intubated or to have any resuscitation efforts. I respected the patient’s wishes and informed the doctor that we would not be intubating this patient due to his wishes. The doctor was reluctant but finally agreed and together we explained this to the family. The patient was able to have wishes respected and wasn’t pushed into something he wanted. Beneficence is something that is at the heart of nursing. Nurses do this all the time without even giving it a second thought. The first scenario that comes to my mind when I think of beneficence is when I had a child come into the ER with a broken leg. Without even hesitating, I knew the first thing I needed to do for this child was to manage his pain. I went out of my way to find a doctor for a medication order and was immediately on the phone with pharmacy so I would be able to pull the medication out of the omnicell without any lag time. I was able to get his pain managed in about 7 minutes after he was wheeled into my ER room. The family and the patient were very thankful for everything that I did for them. Conclusion Professionalism and nursing are interrelated. Without professionalism, patients wouldn’t be able to respect and trust their nurse, making establishing a relationship impossible. When a nurse and patient are able to establish a relationship based on professionalism and trust, anything is possible when it comes to the care and overall well-being of the patient. How to cite Nursing and Patient, Papers

Marketing Plan of Emirates Airline Essay Example

Marketing Plan of Emirates Airline Paper Introduction With just purely two aircrafts, the Emirates airline was established in the year 1985 by the ministry of Dubai. After two decades Emirates has expanded its empire with 83 aircrafts soaring to 78 destinations in more than 55 countries worldwide. Emirates Airlines has a one of the largest number of cabin crews hailing from 95 different nationals. With such strong history Emirates Airlines are still venturing further in to the future. They have recently made orders which are worth more than 26 billion US dollars for about 45 numbers of A380 Airbus. This will make the company to be the worlds largest purchaser of Super-Jumbo Air bus. Emirates Airline is expected to become not only one of the greatest budding airlines but also the fifth most gainful airline in the world. Emirates Airlines is devoted to accomplish its mission. By installing individual entertainment system in all of its classes, having 22 audio 18 TV channels, as well as enabling customers to not only book online, search for flights but also to choose their seating arena consequently this airline is identified as a pioneering and customer-oriented contributor of advanced services because of these outstanding features. Emirates empowered over 280 international awards, one of them being the prestigious CAPA airline of the year award 2005 by the Centre for Asia Pacific Aviation. BUSINESS OVERVIEW We will write a custom essay sample on Marketing Plan of Emirates Airline specifically for you for only $16.38 $13.9/page Order now We will write a custom essay sample on Marketing Plan of Emirates Airline specifically for you FOR ONLY $16.38 $13.9/page Hire Writer We will write a custom essay sample on Marketing Plan of Emirates Airline specifically for you FOR ONLY $16.38 $13.9/page Hire Writer General Profile of the Airline Industry Today it is definitely the airline industry which is booming to be the most spirited and emerging industries in the world leading to not only economic growth, international investment, but also tourism. In the last decade, airline industry has urbanized powerfully by 7% annually for both business as well as relaxation needs. This industry is one among the best ever growing sectors with growth rates increasing on average of 3. 2 times greater than the GDP rates. This figure is predicted to rise by an average of 5 % a year from 2000 to 2010. Sometimes the airline industry is affected by the political, economical and trade factors. Taking an example of the political factors, the September 11th attack dropped the number of passengers who travel, because people were afraid of being attacked by terrorists. The economical factor which gets affected is due to increase in oil prices which shatters the profit of the global airline industry. Many airline companies initiated to modify their strategies and services not to just dwell but also to succeed in the airline industry. They invest deeply in the quality of services by introducing e-booking system, more comfortable seats for passengers, low cost carriers, new interactive entertainment systems and many other technological techniques. The ideas behind introducing these services were to magnetize customers faith also to gain a competitive advantage. To survive in such a challenging market, many companies set on agreeing with each other to reduce costs and also share the available resources, which is otherwise called as alliance. On the whole, the airline industry is expected to double the number of passengers by 2010 and also to exceed 3 billion due to the trade, economic development and tourism. Thus obeying the theory, survival of the fittest, successful airlines will be those that can continue to play smart by putting into action the above ideas so as to secure a strong position in the aviation market. Competitors Overview and Situation analysis The airline industry is in its prime of life, hence there is a tough competition in the market and the rate of sales growing faster before beginning to stabilize gradually. In this stage advertising and promoting sales makes it obvious that the competition is getting more aggressive. Furthermore to find best services required in gaining the attention of customers, many competitors have increased their research and development (RD) budgets. In view of this, many companies have now started on focusing to differentiate their products and services from their competitors in order to capture their customers brand loyalty. For case in point, there are companies concentrating on cutting the operating cost, the result is that the profit margin will decrease and so the least efficient companies will have to leave the market so that only the well-established companies remain. There are many companies which use offensive strategies instead of defensive strategies. They achieve this through modifying their market product and arketing mix to survive and compete during this stage. For instances to modifying the marketing mix, the Kuwait airways implemented the strategy by launching a low cost carriers with the intention of increasing its customer base and loyalty and also increasing sales of. The Competitors Emirates airlines are facing stiff competition with major international and national airlines on the market shares. However the major competitors identified here are the national airlines of other states of UAE. Air Arabia Air Arabia, a national airline of the Sharjah emirate is established in 2003 by Sharjah rulers decree. It is based in Sharjah airport and has got quick access to Dubai and fast check-in facility. Air Arabia is the only low-fare airline in UAE and the first airline to introduce the low budget airline in Middle East and Northern Africa since 2004. After success stories of American and European low-cost airlines Air Arabia modeled low fares on customized local preferences. They focused on their business mission by offering most convenient and frequent online booking as well as less expensive air fares in the market with better service and safety standards. Air Arabias worthy scheme Pay less. Fly more, enables customers to make smart travel choice; those who cant afford and were hesitant to travel in the past, to start flying and those who traveled more frequently, benefiting both and vacation travels. Etihad Airways Etihad Airways first captured the skies in November 2003, with only four member team organization. Now it stretched out to a family of over 2500 employees spread across region. Etihad airline has also reputed as the national airline of the UAE (Abu Dhabi) by a royal decree of Sheikh Khalifa bin Zayed Al Nahyan (President of UAE) with investment of AED 500 million. Compared to 2006, Etihad conceded more than 4. 6 million passengers in 2007. It has also been designated as the Worlds leading New Airline two years in a row, in 2004 and 2005. RAK Airways The fourth national airline of the UAE is RAK Airways which was established under an Emiri Decree by Ruler of Ras Al Khaimah in February 2006 The core intention of RAK Airways is to give support to the economic development of Ras Al Khaima. The development includes economic free zones to magnetize business as well as residential, leisure and tourism projects. This Airways function on charter as well as scheduled services so as to assemble the demand of the various markets that the airline will serve. In a cost successful manner they provide value for money to customers Emirates competitive advantage To gain a competitive advantage amongst its competitors Emirates Airlines adopts differentiation generic strategy by contributing the top notch quality services. This is done to be the best company in the market and to segregate from its competitors. For illustration, the first airline that offered TV screen for all classes was Emirates airways. Another instance, along with other airline company like Qatar Airways, Emirates airlines provided training courses by using the most modern machines, called plane simulator. This was a feather to the hat of Emirates airlines. The aim of such change is to be on top of the industry thus increase the awareness nationally and internationally which in turn increase the demand and the profit. STRATEGIC MARKETING FOCUS In this section we shall take a peek into mission, goals, core competencies and external and internal environments in regard to the Emirates airlines. 3. A Mission Offering consistently high-quality value-for-money service and to be the best airline on all of its routes. Emirates airline is determined to accomplish its mission by positioning itself as a long-term sustainable business providing value to its customers, employees and investors. 3. B Goals Discussing the goals, they are states as below: ?Focusing on maximizing the overall Group’s return on capital. ?To be diverse and hence balance to the Group’s earning streams Take full advantage of the group’s competencies in market. Objectives Tangible objectives pertaining to the goals are : Retain and improve frequent business class traveler’s market share. ?Increase market share 40% to 55% by end of 2009 ?Tap low cost carriers market to achieve company’s return on investment. ?Promote Dubai’s Tourism activities and introduce Dubai to the world. 3C- Values Emirates Airlines has valuable human resources as well as a bunch of well qualified staff. The vice-chairman of the airline itself has more than 50 years of experience in the aviation industry. The airline also provides outstanding training to its staff and is devoted on improving their skills not considering the costs. In addition, Emirates Airlines is the international carrier of Dubai which is a politically stable area and has a strategic location especially for transit passengers. 3. D Core Competencies Various key factors should be implemented to sustain airline companies’ achievement. Differentiation By providing advanced services airline companies tend to differentiate each other. For instance, the best way to invite customers and to distinguish the company from competitors is by providing the aircraft with the latest technology, such as wide seats, e-ticketing, etc. Strong brand name By obtaining a strong brand name it is easy to build a base of loyal customers. This guarantees that customers will stick with the strong brand name company and hence ignore any attractive offers coming from other competitors. There are airline companies utilizing some techniques such as offering a flyer mile to win a free ticket if the points were completed to retain their customers, Alliances As discussed earlier we are aware of alliance. By linking networks, alliance will allow different companies to share their resources so as to build a wide base of customers, expand services and increase number of routes. Moreover, the outcome of this is in sharing experience and decreasing the operation costs. Relations with supplier To construct a strong relation with suppliers the Airline companies must emphasis by setting long-term contracts. Such relations will be beneficial since this will keep them in the safe side even if there was any change in the pricing strategy in the future as there is a contract between them. 3. D External Environment PEST Analysis for Emirates PoliticalPolitical situations that affect the airline industry will be mainly wars and terrorism. For instance, due to the terrorist activities in different areas of the globe, namely in USA, Palestine, Iraq etc made these areas unpleasant for not just tourists but businessmen to travel. Economical One of the factors following the success of any airlines is to have the most sophisticated airports which are facilitated with cutting edge technologies to meet customer’s requirements. UAE has major plans on investing to develop such international airports in Abu Dhabi and Dubai. The benefits are to enhance the economical growth, reduction on oil revenues, to increase the number of tourists plus thereby driving profits to airline firms. Social The population of the world is shooting at high rates. Thus the social factors also increase. For instance, the population is expanding in UAE, this there is because UAE is a multicultural country. As the expatriates number in UAE increase, the profit obtained by the airline company also increase. Technological New technologies affect this industry in negative and positive manner. For example, the teleconferencing reduced the necessity for face to face business meetings. This reduced the number of businessmen traveling and hence the purchase of business tickets. 3. E Internal Environment SWOT analysis for Emirates Strengths ?Member of Arab alliance ( Arab Air) ?First Airline Company to offer Internet booking with various features and options. ?Self-Check in facility for customers in Dubai and partner airports. ?Long-haul flights Dubai to New York ?Worlds largest purchaser of Airbus by 2012 , booking 45 Airbus air crafts. ?Increasing employees devotion to work by providing training , rewards and performance analysis. ?Official sponsor of FIFA World Cup 2006. ?Skywards Miles FFP shared with many airlines including Sri Lankan airways Weakness Huge investment to purchase air planes and implementing latest technologies there is high amount of operational cost. ?Emirates airlines fares are higher than traditional airlines. ?No global alliance membership for Emirates Airlines No permission to operate in Abu Dhabi , capital of UAE Opportunity ?UAE ‘s higher per cap income ?Government is disposing money to develop regional airports. ?High forecasted growth rate for UAE tourists ?Growth on population and internet usages lighten World and Dubai makes room for opportunity. ?Dubai Air shows helps to promote regional aviation industry. Threat Might face losses of around 5 billion due to soaring oil prices ? Aviation security expenses and insurance will also increase operational expenses of airlines industry. ?Low cost carriers are another threat for traditional airline operators. ?Information security vulnerabilities poses danger to electronic ticket system ? Natural disaster and acute diseases affect tourism In a nut shell, Emirates Airlines has strengths like new technology, such as e-ticketing and self check-in services. An evident weakness is the elevated prices of Emirates due to its huge investments in ordering aircrafts. Although it has opportunitie s like investments in Abu Dhabi airport there are many threats are concerning it, such as increase of oil prices, low cost airlines and the spread of killer diseases. MARKETING PLAN 4. A Target Market Over the last few years, Emirates Airlines is one of the air carrier, which barely felt the economic and airline down turn. Emirates Airlines is one of the airlines, which hardly felt the economic and aviation down-turn of the last few years. Emirates airlines market segment is divided into three major categories of customers 4. A. 1 UAEs Tourism and Business segment Customers Dubais emergence as a regional business and tourism hub has provided emirates airlines plenty of room for growth and has fuelled regional air passenger traffic. The recent freehold ownership law has been a major reason for the attraction of tourists and business communities. Dubai aims to attract 15 million visitors by the year of 2010, the ruler of Dubai has emphasized about this on his strategic plan for the emirate of Dubai. The growth of the region especially GCCs is now started stimulating tourism and business sector and providing room for local airlines to further grow. According to World Travel and Tourism Council (WTTC) Middle East accounted for around 2. 4 % global travel and tourism activity in 2006, forecasting a growth of 5. 9 % for the coming years. Emirates should plan to take advantage of this boom for increasing their passenger traffic. 4. A. 2 Expatriates in UAE UAE worlds 5th largest Crude Oil exporter and Dubai worlds fastest growing city has created huge demand of skilled and unskilled workforce to feed its booming economy and emerging labor market, the highly paid labor market is a major attraction for the various work force around the world. The overall expatriate population of the country equals 80% of its total population; the national emirate population is 20% of the total population. United Arab Emirates has got large amount diverse populations in the Middle East. As per the 2006 censes the total population of UAE is 4. 2 million consisting of the national emirate(20%) , other Arab and Iranian (23%) , South Asian (50%) and other (8%) constituting Westerners and east Asians. The diversity of this population enables emirates to plan their route all around the world; emirates have reached mutual agreement with almost all the national authorities around the world to operate in. Dubai operates in an open sky policy, which allows any carrier to compete with Emirates airlines. 4. A. 3 Transit passengers Dubai is the operational hub for Emirates airlines, the best positioned connection point between Europe and Asia/Australia has supported the growth of emirates airlines. Emirates airlines has been using this connection point in favor of promoting their business especially transit passengers, the well established and marketed wide range network enables Emirates Airlines to prosper in this particular segment. Emirates airlines presently operates 87 cities in 59 nations around the world (still growing). Additionally to accommodate the growth in the sector Dubai airport authorities are invested $4. 1 billion in the expansion of Dubai Airport, The Fly Emirates caption is well known to the world and attracting customers from around the world. 4. B Intended Strategies Airline industry achieved in the mature stage and there is a tough competition between various operators. According to the analysis of external and internal factors each airlines uses offensive strategies to secure their position on market. Emirates adopts below marketing strategies to operate business efficiently. 4. B. 1 Market Penetration (Improving In-Flight Services) Business focuses on selling existing products to existing markets drives growth strategy for Market Penetration. 1)Retain and boost market share of Emirate airlines product and services 2)Protect market dominance of Emirates airlines existing markets. 3)Driving out competitors by restructuring mature market. 4)Enhance usage of existing passengers Enabling passengers to make voice and data call over aircraft’s telecom system Tele-communication is vital element in everyone daily life, So communicating with others while on airplane would be very good value added service can provide by Emirates Airlines. This can be done by adding some infrastructural changes on aircraft to communicate and partnership with telecom provider who can assist deploy. Currently Emirates uses high expensive tele-communication method to make voice calls and internet, instead can deploy new system to make voice and data calls from traveler mobile phone via trusted telecom providers. Passenger’s mobile phone should be beam signal to the ground satellite system and from Immarsat which is already installed on most of the Emirates airplanes. Similar service, â€Å"On Air† is being developed by Airbus SAS and air transport IT service provider SITA. Early of this year British carrier BMi and TAP-Air signed on to offer OnAir’s voice and text messaging services for European flights. 4. B. 2 Market development: (Extending New Routes) Deploying current services into new markets where company seeks to sell its products into new areas. Possible way to achieve this strategy by launching existing services into new geographical area or new market segments. Emirates Airline’s objective is to build up Dubai into a widespread aviation center that will finally serve as an important universal long haul hub. It provides an alternative to the traditional European airline hubs like Heathrow Airport (London), Charles De Gaulle (Paris) and Schiphol (Amsterdam). The airline heavily promotes Dubai as a destination, offering reduced hotel rates as well as insight into events like the Dubai Shopping Festival, hoping to attract more visitors to the city. Adding new routes and destinations are suggested , especially there is growth in UAE tourism. Major regions are not operated by Emirates Airlines and have to extend some of the destination world-wide (especially attractive areas) As always, the airline conducted road shows and press conferences to announce its entry into a new city. These events allow travel agents, tour operators and local airline personnel in contact and gain information about Emirates’ new routes, holiday packages and other benefits. After establishing a route to the country’s economic hub – Shanghai – the irline offers passengers a chance to visit the epicenter of China’s political and cultural activities. It is China’s richest city in terms of historical value and has a heritage that dates back over 3000 years and houses marvels as the Forbidden City, the Great Wall of China and the Ming Tombs The success of Dubai as an intercontinental hub has been facilitated by airlin es such as Emirates. The geocentric nature of Dubai has become incredibly important. Now there are hardly two points on the globe where it is not logical or possible to use Dubai and connect any two cities, and usually it is a pretty direct route. . B. 3 Product Development (Private Suite) Introducing new services into existing markets implies product development. This strategy involves the development of fresh competencies and requires business to expand customized services which can apply to current markets. Since Dubai is a hub for all international business travelers this is high time to introduce new product to cater top level business executives. Imagine the CEO of multi-national company makes lengthy overseas journey to attend a board meeting that could have a major impact on the company financials. Of course, company wants CEO to be top of his game, rested, refreshed, relaxed and ready. The cost of CEO’s air travel is doesn’t seem so expensive after all. That’s why Emirate Airlines introduce high quality first class private lounges to attract business travelers. This premium class private suite would be fully outfitted with personal storage, coat cabinet, desk and individual mini bar. Long seat reclines to become fully horizontal couch and the 21† wide screen entertainment over 500 channels. Exceptional level of personal services including a la-carte gourmet cousins and wide-ranging wines provided by specially trained multi-lingual cabin crews are the other value addition for this product. 4. B. 4 Diversification: (Low-cost carrier) Diversification is a strategy, where business sells new services into new market segments. Diversification is more risky strategy due to limited experience on particular new market areas. After the success stories of European low cost carriers, Middle East operators also started eyeing to explore new marketing concepts of Frills-free fly. The global low cost carrier sector is growing at more than three times the average industry global rate, with just under 50 million seats on 342,000 LCC services offered worldwide in January 2007, up 17% and 15% year-on-year, respectively. Low cost carriers are airlines that offer lower fares than traditional network airlines by eliminating certain complementary passenger amenities generally offered by traditional airlines. The key opportunity for low cost carrier lies in passenger fare elasticity, low air transport penetration rates and substation of traditional modes of low-cost transport such as trains and buses. Air Arabia dominates exclusively to this low cost carrier service in UAE, Emirates Airlines must decide how to respond this threat posed to the large expatriate market in UAE. Among the options considered there is scope to introduce low-cost subsidiary of Emirates Airlines. Emirates Airlines be supposed to diversify slightly from current marketing objectives to acquire low cost air travel market share and to retain its customer base of UAE expatriate market. This can be done launching new subsidiary to cater budget airline market. Key routes should be according to the high demand and large number of expatriates home country like Egypt, India and Pakistan. Under the arm of Emirate Airlines, new budget airline subsidiary has to introduce to new Al-Makthoum Inter-national Airport being constructed in Jebel Ali, located on Dubai border. This will provide residents of Dubai and Northern emirates enhanced travel option to neighboring destinations. Emirates Airlines is placing lease order of for 200 aircraft and to be operational by 2009. The carrier is expected to use Airbus A320 or a Boeing 737 on lease basis for the first few years prior to acquiring ownership status. Similar practices already succeeded the case of Kuwait airways and they implements the strategy of modifying marketing mix by beginning a low-cost carrier called Al-Jazeera in order to enhance its passenger base and loyalty and boost in sales. Business strategy over Ansoff’s growth matrix Ansoff’s product/market growth matrix provides for a business tends to grow depend on whether it sells new or current services in new or current markets. New products and new markets could relate to current products and current markets or may possibly distant and discrete. The result from the Ansoff’s product/market matrix is chain of recommended growth strategies that set the road of business strategy. Figure: Ansoff’s growth matrix EVALUATION After marketing plan is implemented, it should be evaluated. Evaluation entails gauging the extent to which marketing objectives have been achieved during the specified time period. Below table demonstrate effectiveness of marketing strategies and counter-measure to improve/replace current plan. Improving In-Flight Services Success criteria of deploying a system to allow passenger to use their mobile phones to use voice and data communication is to increase market penetration. It can be measured in terms of voice and data usage and growth of market penetration. There is not corrective action plan if it fails to respond. Extending new routes New destinations are implemented to achieve market development. Flight occupancy is the best way to measure result of this strategy. It needs to re-discover new destination if the flight occupancy level is lower than expected. First Class Private Suites It’s a new product of Emirates Airlines and can be measured the success of the product launch. Quantitative measurement of this product would be number of booking or occupancy. If it fails to respond, corrective plan is to reduce the price of ticket but again this is not price sensitive product and cannot be achieved by price reduction. Budget Airlines Success criteria would be capturing new customer base for the airline . Since its separate operating entity we can gauge financial results of operating profit would be good measure to evaluate the success of budget airline subsidiary. Effectiveness should be identified through external marketing auditor or agencies. A market audit helps management allocate marketing resources efficiently. Market audit should be comprehensive, systematic, periodic evaluation of the objectives strategies, structure and performance of the marketing organization. IMPLEMENTATION PLANS BUDGET Strategy # 1 (Market Penetration) Strategic Program Deployment a system to passenger to make voice and data call from their mobile phones Implementation Tasks Technical Study Feasibility Study Partnering strategic alliance with telecom service providers. Installation of system on aircrafts Marketing concepts to the audience Responsible Chief Technology Officer Vice President – Finance General Manager – Marketing Time Scale New service launch would be 1st January 2009 Cost Factors Approximate Budget 150,000 for each aircraft Marketing Budget 150,000 Strategy # 2 (Market Development) Strategic ProgramOperating new routes and destinations Implementation Tasks Researching market gap to operate new routes Feasibility Study Partnering hotels and tourist institutions at new destinations Partnering strategic alliance with local airports to operate Marketing new routes to the target market Responsible Vice President – Finance Vice Present Operations General Manager – Marketing Time Scale Four new routes are added every quarter starting from January 2009 Cost Factors Additional capital investment for new aircrafts USD 200 million Marketing budget for each route 0. 5 million Strategy # 3 (Product Development) Strategic ProgramIntroducing new First Class Private Suite Implementation Tasks Technical Study Feasibility Study Installation and modification of aircraft’s onboard faclilities Marketing concepts to the audience Responsible Chief Aircraft officer Vice President – Operations Vice President – Finance General Manager – Marketing Time Scale New service launch would be 1st January 2009 Cost Factors Approximate Budget 300,000 for each aircraft Marketing Budget 150,000 Strategy # 4 (Diversification) Strategic ProgramLow cost carrier subsidiary Implementation Tasks Market Study Feasibility Study Leasing and buying used aircraft for operations Deploying new set of human resources for this subsidiary Developing Marketing force for the new target customers Marketing concepts to the audience Responsible President Chief Executive Officer Time Scale Mid of 2009 Cost Factors Approximate Budget USD 500 million Conclusion Traveling around the world will always remain as a special interest in the hearts of the people. Hence they are and will be in search for the best for themselves. This will increase the need for better safety as well. Hence it becomes the responsibility for the airline company to deliver their best in terms of services security to their customers. Emirates airlines have always been on top of the airlines list in the UAE. We know UAE is a country with different ethnic groups, and Emirates is the only airline in the country which suits these various cultures. But today as the number of the airline company is increasing there is immense pressure on Emirates airlines to keep up their fame and glory. A strong strategy has been studied and adopted to put words into action. Therefore Emirates with its unique qualities, untiring services and promising strategy will be able to improve in delivering the best efforts in a country like UAE having a mixture of different cultures hence keep their motto fly high! Bibliography Anon. (2005)Emirates expands self check-in service. 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