Summary Assignment Example | Topics and Well Written Essays - 250 words - 50

Summary - Assignment Example King advocated peace by the application of non-violence tactics because he did not want to associate violence to his achievements. He reversed the traditional approach of using militant groups such as black panthers to seek freedom and power. He instead, initiates the spirit of non-violence and diplomacy as an ethical way of solving conflicts. He also advocated non-violent movements such as marches, boycotts, and political and economic organizations as weapons to justice. He rejected the use of violence as a way to end violence claiming that self-defense would distract attention from the actual fight King and Malcolm X’s had different ideas towards the achievement of justice and equality. Both had different opinions on ending the oppression of blacks in America making their platforms oppositional. That was evident in 1963 when Malcolm X regarded a Blackman, who did not possess violent revenge notion against their oppressors as a traitor to the Negro community. Non-violent campaigns introduced by King were a breakthrough to freedom as most of the differences resolved diplomatically by negotiations. Non-violence has succeeded in peace in very many countries

Entrepreneurs as Business Leaders Essay Example | Topics and Well Written Essays - 2750 words

Entrepreneurs as Business Leaders - Essay Example On this regards, recommendation are made on how the initiatives taken by the national, regional and local entities can be made better. 1. Introduction Small and Medium-sized enterprises (SME) are considered to be potentially most dynamic in an emerging economy. SMEs are regarded to play an important role in the development process of not only developing but also developed countries. Various advantages can be generated from the rise in SME (Parker, 2004). They are assumed to use more labor intensive technology that may give rise to the employment opportunity. They are established quickly and rapidly that leads to immediate initiation of operation, which in turn generates quick returns. The development of SME may promote the process of intra and inter-regional decentralization that may act as a force in equilibrating the economic power of bigger enterprises. In simple terms, the growth of SMEs is regarded to do major contribution towards the accomplishment of socio-economic and wider e conomic objectives such as poverty alleviation (Cook and Nixson, 2000). Most likely they have chances to move into the region of high-value addition and comparative advantage though they face lots of obstacle in legal, financial, economic and institutional terms. The obstacles include â€Å"limited access to working capital and long-term credit, legal and regulatory restrictions, inadequate infrastructure, high transaction costs, and limited managerial and technical expertise† (Pissarides, 1999, p. 520). However, lack of finance is the main obstacle to the growth of SMEs. This study highlights on the issues faced by the Entrepreneurs or the SME for financing their business in United Kingdom (UK). 2. Methodology The study conducts an in-depth analysis of the factors that influence capital structure of the SME, the various sources of finance for the SMEs and the issues faced and the policies that are there in the UK to support the SMEs. After analyzing the whole scenario the re commendations will be made. In this context, the data of this study has been collected from secondary sources which include various journals, books, newspaper and other electronic sources (Sapsford and Jupp, 2006). The data collected are then analyzed qualitatively to reach the final conclusion. In a qualitative research the study is done by interpreting any phenomenon in terms of what meaning people give to them (Klenke, 2008). 3. Discussion 3.1 Financing pattern While determining the capital structure of the SMEs theoretical framework of the factors may be considered. The theoretical framework generally emphasizes how the size of the firm can affect the capital structure. Many researchers have found the influence of size on the SMEs (Garc a-Teruel and Mart Nez-Solano, 2007; Hernandez-Canovas and Koetter-Kant, 2008; Sogorb-Mira, 2005; Michaelis, Chittenden and Poutziouris, 1999; Kotey, 1999). On analyzing the literature it is found that size affects the capital determination of the firm. The most influential factors are asymmetric information, use of debt tax shield and agency cost. 3.1.1 Asymmetric Information The pecking order theory developed by Myers and Majluf (1984) and Myers (1984) is applied to the financing pattern under this approach. It has been emphasized by various researchers, that the pecking order theory is the most appropriate approach.

Reflective Case Study on the Assessment and Evaluation of Secondary Essay

Reflective Case Study on the Assessment and Evaluation of Secondary Mathematics - Essay Example An evaluation refers to an intermittent process of gathering data and then analyzing it in such a way that the resulting information can be used to determine whether an individual is effectively carrying out planned objectives. Through evaluation, we will be able to anticipate results of a student's progress. On the other hand, assessment is the process of detailing knowledge, skills, attitudes and beliefs which, in turn, is often used in the educational context. I may consider that both of these techniques are the first steps in getting your child the assistance he needs to learn and develop in school. In accordance to this, a series of educational assessments carried out on children attending schools in England, Wales and Northern Ireland that follows the National Curriculum was made, called as National Curriculum Assessments. The exam-based assessments (National Curriculum Tests) are often referred to as SATs (Standard, or Statutory, Assessment Tests), which was their title when they were being developed in the 1990s. One of the subjects that were given importance is the secondary mathematics. I personally believe that there has never been a greater need to be mathematically literate but for those who comprehend mathematics, there are important enhanced opportunities and options that will open doors to dynamic futures. In the National Curriculum, schools are ensure... It is a flexible framework given to teachers by Government, so that all school children are taught in a way that is balanced and manageable, but stretching enough to challenge them and meet their diverse needs. The National Curriculum is prearranged into blocks of years called 'key stages'. I am about to examine key stage 3 and key stage 4 performance in Mathematics. Here is an example individual pupil profile of a student in key stage 3. *Important Note: A pupil's score is only an estimate of true ability as performance on any one occasion can be affected by a number of factors such as mood, illness, external distractions etc. Here are the results of last year's (2005) National Curriculum Test Scores in Mathematics. These tables show the percentage of year 9 pupils achieving each level nationally in 2005 Assessment Data The following can are some available assessment tests that can be used. The Basic Yellis Test, which has been in use since 1992, as a measure of developed abilities providing a fair baseline from which GCSE predictions and value-added scores can be generated, also helps in assessing the pupil's performance with regards to the curriculum. Their compulsory math section has been designed with an emphasis on measuring fluency and speed as well as numerical ability. One of their most efficient ways of collecting mathematical information is the use of constructed answers rather than just multiple choice questions. According to them, the Math score is an excellent predictor of later academic achievement. Another quick way of assessment is GOAL or Goal plc (Global Online Assessment for Learning) established to provide an innovative

Teenage Identity Formation in Homosexuals Research Paper

Teenage Identity Formation in Homosexuals - Research Paper Example In self-identity theory this is a process known as â€Å"self-categorization† and in identity theory the process is referred to as â€Å"identification† (Stets & Burke, 2000, p. 224). Sexual orientation is among the factors that come into play in the process of forming an identity. This essay takes the position that homosexual identity in teens is a life-time development process that is intricately tied to personal identity. In particular, gay teens in Western countries are predisposed to experience conflicts and a great deal of stress as a result of overwhelming homophobic cultural influences (Vare & Norton, 1998). Essentially, it is argued that the formation of identity in homosexual teens is fraught by a prevailing culture that discriminates against sexual orientation that is inconsistent with what the dominant culture views as â€Å"normal† (Vare & Norton, 1998, p. 327). The Western media has played a significant role in the perpetuation of homosexual identity by portraying stereotypical homosexual males (Sutton, 2007). These stereotypical gay males are essentially cast by the media in fashion and primarily the creative arts. This portrayal of homosexuals creates the impression that gay men are creative and denies consideration of the possibility that gays may be from among the lower and higher sectors of the community (Sutton, 2007). The media’s role in the formation of homosexual identity is thus one of ascription which invariably influences how the teen homosexual adopts to and achieves his or her personal identity as a homosexual. Thus this paper is formulated around three research questions: 1. How does being homosexual or gal effect teenager’s identity formation? 2. Does the media glorify being a homosexual/gay? 3. Does the media help with being accepting? This paper is divided into three main parts. The first part of this paper analyzes theoretical perspectives on personal identity in teens and thus explores the environmental and personal factors that influence personal identity along the path of ascription, achievement and adoption. The second part of this paper analyzes more directly, how personal identity is formed among homosexual teens and thus identifies the factors influencing ascription, achievement and adoption of homosexual identity. The third part of this paper analyzes the role that the media plays in identity formation in homosexual teens. Personal Identity Formation in Teens Neff and McGehee (2010) inform that self-identity is a major exercise for teens. During adolescence, the teen is typically experiencing a number of emotional difficulties associated with issues related to evaluating and perceiving the self. The teen also goes through a process of comparing the self with social realities and attempting to find a self-identity and determining where the teem fits into the â€Å"social hiera rchy† (Neff & McGehee, 2010, p. 225). According to Neff and McGehee (2010), invariably, the teen’s self-evaluation and comparisons end up with a negative self-analysis as the teen is typically confronting a number of stressors such as concerns over: academic performance, the need to be popular and ‘fit in’ with the right peer crowd, body image, concerns with sexual attractiveness, and so on†¦(p. 225). However, Erikson’s (1968 cited in Sokol, 2009) theory of identity development, while it speaks to this process as one of crisis, it encompasses more broadly a journey to achievement and thus encompassing ascribing and adopting. Thus according to Erikson (1968cited in Sokol, 2009), the word crisis in terms of identity formation is â€Å"not a threat of catastrophe,† rather it is a â€Å"turning point, a crucial period of increased vulnerability and heightened potential†

Discuss the rationale behind letters of credit with emphasis on the Essay

Discuss the rationale behind letters of credit with emphasis on the fundamental principles underlying these instruments. Critica - Essay Example Credit letters are used in cross border business transactions to make sure that payment will be received. The adoption of letters of credit has become extremely essential in cross border trade due to the nature of international dealings such as varying laws and difficulty in knowing each trade party personally. Additionally, the bank acts on buyer’s behalf by making sure that a seller will not receive payment pending the bank’s verification that goods have been dispatched. The parties to a letter of credit comprise of three or more persons. These are; the account party (importer/ applicant/ buyer), the issuing bank (the applicant bank) and the beneficiary (exporter/seller) (Gilles & Moens, 1998, p 395; DiMatteo, 2009, p 100). There exist contractual associations while using letters of credit in global business among the most essential parties, that is the issuing bank (one making payment of the applicant’s behalf), to the beneficiary, and the paying bank (in situ ations where there is a correspondent), the advising bank, as well as the confirming bank. Ideally, they are same bank but given different terms. As such, several contractual relationships are distinguishable. One is the contract between the applicant and the beneficiary. Two is the relationship between the applicant and the issuing bank. ... This is usually a letter drafted and signed by bank acting on the applicant’s behalf, addressed to the beneficiary. The applicant bank will agree to drafts under credit simply if the beneficially adheres to conditions set forth in the credit letter. The beneficiary is also requested to hand in certain deeds like commercial invoices and insurance papers in addition to the draft and other documents that may be specifically needed. The issuing banks acts on behalf of the buyer (applicant) in paying the beneficiary provided that all terms stipulated in the letter are adhered to (Ramlogan & Persadie, 2004, p 14). Source: Michigan law review, p 406 Documentary credit letters can be classified into: Transferable or non-transferable A beneficiary in the credit letter often maintains on an express term in the contract clarifying that the credit is â€Å"transferable†. The main upshot of a transferable letter of credit is that the seller (beneficiary) may request the designated b ank to transfer credit to the beneficiary’s supplier. However, the designated bank is under no legal obligation to transfer credit. The UCP affirms that a credit letter is transferable only if the contacts states so, the absence of which the beneficiary cannot insist that the designated bank to transfer credit (Moens & Jones, 2008, p 39). Revocable and irrevocable A revocable letter can be rescinded by the bank responsible for issuing at any time without preceding notice to the seller. The contract has to specifically state that a credit letter is revocable; otherwise it will be considered unalterable. A beneficiary seller in cross border transaction needs payment security, apparently not prepared to accept revocable letter of credit, since this would result

Western progressives Essay Example for Free

Western progressives Essay Enforcing cooperation between the CIA and the FBI and the Immigration and Naturalization Service (INS) is essential in dealing with terrorism. This is unarguably true; however, the same premise should be enforced between municipal, county, state, and federal law enforcement agencies. All levels of response, including investigation and information gathering, are crucial pieces to the puzzle when dealing with homeland security and terrorism. After all, it is not just international terrorist organizations overseas that need to be monitored. There are many domestic-based groups actively or passively operating in everyones own backyard. Whether an investigation is local, state, or federally based, money is one nexus that, if exposed, can bring all agencies together. International and domestic-based terrorist organizations generally have one feature in common: the need for financing. As documented in Steven Emersons remarkable video documentary for the Public Broadcasting System (PBS) that aired in November, 1994 titled â€Å"Jihad in America,† terrorist organizations, regardless of how much they despise and loath the U. S. , have no problem seeking support and financial backing in the U. S. Based on this critical need, perhaps the best approach for dealing with terrorism is to track money and finances. (Rick 2004 93) It can be detrimental to be one-dimensional and not to consider global approaches to homeland security and terrorist-related information. It has been demonstrated that terrorist activity cans occur anywhere and at any time, but financial support is an ongoing process with many guises. This need exists and perhaps poses the greatest opportunity for law enforcement to expose and exploit in order to gain the upper hand in tracking and monitoring potential homeland security threats. Homeland security and terrorism have received Ð ° great deal of public attention over the past couple of years. Most of the attention came from the federal government and the media. Law enforcement agencies, based on this attention, were force-fed Ð ° multitude of methods and practices for dealing with homeland security and terrorism matters. Some local and state agencies established homeland security units in an attempt to keep up with the growing concerns facing the ever-evolving world of terrorism. Traditional managers and administrators also reacted to this crisis, predictably, by having their agencies develop plans of action and contingency plans and by identifying potential targets that exist within their jurisdictions in case of an attack. However, this can be construed as nothing more than window dressing. Something near and dear to all managers is the budget, and this, perhaps, is the leading cause as to why only â€Å"window dressing† has been applied. (Rick 2004 115) â€Å"By launching so forcefully Ð ° global war on terror, President Bush has challenged head-on Ð ° long-cherished tenet of Western progressives. This has been that insurgency is the authentic voice of the oppressed; and the more adamant its leadership, the more this truth is confirmed. Shades here of the dozens of medieval ballads that created the Robin Hood legend. Shades, too, of Ð ° modern disposition to write indulgently of outlaws, gangland bosses and their ilk-Jesse James, Ned Kelly, Reggie Kray, Rob Roy†¦ On the more overtly political plane, the literati tend to give ultra-Left revolutionaries (Mazzini, Lenin, Mao Tse-tung, Gerry Adams†¦) extensive and often empathetic press coverage compared with more moderate reformers or, of course, the anciens regimes. Moreover, the more dismal the status quo antes, the more these tendencies prevail, the underlying assumption being that anything must be an improvement. Alas, the materials of history suggest that unyielding repression is very liable to be replaced, through revolutionary upheaval, by brutality more uncompromising, albeit in Ð ° new guise. Robespierre was far more vicious than Louis XVI. Stalin was much worse than the Tsars. Nor does the current dearth of political thought, especially in the developing countries, inspire confidence that future revolutionists would be any better. (Neville 2004 45). References Alexander Moens, Lenard J. Cohen, Allen G. Sens; Praeger, 2003 NATO and European Security: Alliance Politics from the End of the Cold War to the Age of Terrorism Amy Goodman, David Goodman; Allen Unwin, 2004 The Exception to the Rulers: Exposing Americas War Profiteers, the Media That Love Them and the Crackdown on Our Rights. Anthony H. Cordesman; Praeger, 2002 Terrorism, Asymmetric Warfare, and Weapons of Mass Destruction: Defending the U. S. Homeland. Barry Cooper;, 2004 New Political Religions, Or, an Analysis of Modern Terrorism. University of Missouri Press. Bruce Nardulli; Rand, 2003 The Global War on Terrorism: An Early Look at Implications for the Army. Bulent Gokay, R. B. J. Walker; Frank Cass, 2003 11 September 2001: war, terror, and judgment. Chris E. Stout; Praeger, 2002 The Psychology of Terrorism: Programs and Practices in Response and Prevention Vol. 4. Christopher Preble 2004 Exiting Iraq: Why the U. S. Must End the Military Occupation and Renew the War against Al Qaeda : Report of Ð ° Special Task Force, Cato Institute. David J. Whittaker; Routledge, 2004 Terrorists and Terrorism in the Contemporary World. Dr. Amit Gupta 2003 Strategic Effects of the Conflict with Iraq: South Asia; Strategic Studies Institute. Dr. Anthony L. 2003 Strategic Effects of the Conflict with Iraq: East Asia: Smith; Strategic Studies Institute. Elizabeth Wishnick. 2004 Strategic Consequences of the Iraq War: U. S. Security Interests in Central Asia Reassessed; Strategic Studies Institute. Frederick H. Gareau;, 2004 State Terrorism and the United States: From Counterinsurgency to the War on Terrorism Clarity Press. Gabriel Kolko 2006 The Age of War: The United States Confronts the World. Hooman Peimani; Praeger, 2003 Falling Terrorism and Rising Conflicts: The Afghan Contribution to Polarization and Confrontation in West and South Asia. James M. Lutz, Brenda J. Lutz; Routledge, 2004 Global Terrorism. R. Martin; 2002 Defeating Terrorism: Strategic Issue Analyses. Strategic Studies Institute. John Richard Thackrah; Routledge, 2004 Dictionary of Terrorism. Lynn E. Davis, Gregory F. Treverton, Daniel Byman, Sara Daly, William Rosenau; Rand, (2004) Coordinating the War on Terrorism. Mary Buckley, Rick Fawn; Routledge, 2003 Global Responses to Terrorism: 9/11, Afghanistan and beyond. Max G. Manwaring 2003 Strategic Effects of the Conflict with Iraq: Latin America; Strategic Studies Institute. Michael R. Ronczkowski; CRC Press, 2004 Terrorism and Organized Hate Crime: Intelligence Gathering, Analysis, and Investigations. Mohan Malik. 2002 Dragon on Terrorism: Assessing Chinas Tactical Gains and Strategic Losses Post-September 11 Strategic Studies Institute. Neville Brown; Routledge, 2004: Global Instability and Strategic Crisis. Paul De B. J Taillon; Praeger, 2002 Hijacking and Hostages: Government Responses to Terrorism. Paul De B. J Taillon; Praeger, 2001 The Evolution of Special Forces in Counter-Terrorism: The British and American Experiences. Paul K. Davis, Brian Michael Jenkins; Rand, 2002 Deterrence and Influence in Counterterrorism: Ð  Component in the War on Al Qaeda. Paul Mcgeough; Allen Unwin, 2003 Manhattan to Baghdad. Peter Van Der Veer, Shoma Munshi; 2004 Routledge Media, War, and Terrorism: Responses from the Middle East and Asia. Rahul Mahajan 2002 The New Crusade: Americas War on Terrorism. Richard Ð . Clarke 2004 Against All Enemies: Inside Americas War on Terror. Richard Crockatt; Routledge, 2003 America Embattled: September 11, Anti-Americanism, and the Global Order. Rick Anderson; Clarity Press, 2004 Home Front: The Governments War on Soldiers. Robert S. Tripp, Kristin F. Lynch, G. Drew, Edward W. Chan; Rand, 2004 Sandra Silberstein; Routledge, 2002 War of Words: Language, Politics and 9/11. Sherifa Zuhur;, 2005 Saudi Arabia: Islamic Threat, Political Reform, and the Global War on Terror: Strategic Studies Institute. Shireen Hunter; Frank Cass, 2004 Strategic Developments in Eurasia after 11 September. Stephen Biddle; Strategic Studies Institute, 2002 Afghanistan and the Future of Warfare: Implications for Army and Defense Policy. Supporting Air and Space Expeditionary Forces: Lessons from Operation Enduring Freedom. Thomas G. Weiss, Margaret E. Crahan, Goering; Routledge. (2004) Wars on Terrorism and Iraq: Human Rights, Unilateralism, and U. S. Foreign Policy. Thomas R. Mockaitis, Paul B. Rich; Frank Cass, 2003 Grand Strategy in the War against Terrorism. Yassin El-Ayouty, Gerald J. Galgan, Francis J. Greene, Edward Wesley; Praeger, 2004 Perspectives on 9/11.

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. 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Retrieved from http://www.zawya.com/story.cfm/sidZAWYA20090616081711 Appendix 1 Back Ground information on Flydubai: Flydubai is the UAE second low cost airline that was established in March ,3rd 2008 on the orders of His Highness Sheikh Mohammed bin Rashid Al Maktoum, UAE Prime Minister and Vice-President, and Ruler of Dubai. The company first flight was in June 1,2009 to Beirut in Lebanon followed by flights to Amman, Jordan, on June 2, Damascus, Syria, on June 8 and Alexandria, Egypt, on June 9, giving the new airline a total of four destinations in just nine days. (Redpath, 2009). The company had ordered 50 Boeing 737 and is going to receive 10 airplanes each year for the next five years. (Flydubai,2009) Currently the company runs its operations in Dubai International Airport terminal 2 that was redesigned for the new airline. Sheikh Ahmed Bin Saeed Al Maktoum, Chairman of Flydubai said: This region is very dependent on air transport. It is a great credit to the vision and leadership of Sheikh Mohammed Bin Rashid Al Maktoum, Vice President and Prime Minister of the UAE and Ruler of Dubai, that this airline has now taken off, thereby ensuring residents and visitors alike will be able to travel to more places more often. (Redpath, 2009). The Flydubai model is simple, with customers only paying for the services they want. The ticket price includes all taxes and one piece of hand baggage, weighing up to 10kg, per passenger. Passengers have the option to purchase checked-in baggage in advance at just 40AED for the first piece and 100AED for the second, weighing up to 32kgs, subject to availability. Checked baggage is strictly subject to availability and passengers are advised to book early to secure the space, as only pre-purchased baggage can be guaranteed. (Redpath, 2009) Flydubai aims to make travel a little less complex, a little less stressful and a little less expensive, explained Flydubai CEO Ghaith Al Ghaith. Our passengers have the option to customize their travel experience depending on what services they want and how much they want to pay. (Redpath, 2009) We plan to stimulate the markets in which we operate and encourage people to travel to more places more often. Flydubai aim is not to drive traffic away from the other carriers but to help grow these markets. When you consider that low cost travel in this region could be as little as 2% of all air travel, as opposed to more than 20% in Europe and America, it is clear that there is a lot of untapped potential in these markets. (Redpath, 2009) In addition, Flydubai will fly to airports that are currently underserved by the traditional carriers. In a region which is so dependent on air transport, we are looking forward to providing the reality of accessible, low cost, uncomplicated travel (Redpath, 2009). Appendix 2: Product Market Structure: The above market structure was used to identify Flydubai relevant market within the airline industry in the Middle East region. We started the structure with the most basic need which is the need to travel in the region. This provided us with three alternatives that include airplanes, buses and cars. The product form is divided between full service carriers and low cost carriers as they differentiate in prices and services being offered to customers. From this structure we can identify Flydubai relevant market within the product form level. This is because the degree of competition and substitutability within the brand suppliers are high, as they all offer low prices with similar routes within the region. This push the relevant market upwards towards the product form level. Furthermore, Flydubai indirect competitors include Fly Emirates, Etihad airlines and Saudi airlines. These full service airlines are competing with Flydubai indirectly by providing low prices with full services. O n the other hand our direct competitors include Air Arabia and Al Jazerra airlines that are both low cost airlines that perform within the region. Further explanation on competition will be provided in the Micro analysis in the competitors section. Appendix 3 Macro Environment: In studying the external environment of Flydubai in the next three years we will focus on the Macro and Micro environment. This study will help us in finding out the effect of these external factors on the company in the next few years. The Macro environment factors will include Political, economical, social and technological aspects under which Flydubai will be affected by. 1) Political Analysis: A) Government Regulations: Flydubai was established with orders of His Highness Sheikh Mohammed bin Rashid Al Maktoum, UAE Prime Minister and Vice-President, and Ruler of Dubai. Being owned by the Dubai government the company faces no difficulties in laws and regulations as the airline industry in the Emirates is booming through the process of liberalization the airline industry that the United Arab Emirates is adapting. B) Political Analysis: In studying the overall political environment of the United Arab Emirates, we find it one of the most stable countries within the region. Such political approach of peace seeking had made the country a trading hub in the region. This will certainly have its positive effect on flydubai operations as to perform in stable political environment. C) Employment Laws: Protecting labors rights and Emiratization is considered the main aspect that the UAE government is taking into consideration now a days. Companies are now forced to have a certain percentage that of emirates locals that will increase in the following years as there is more emphasis on employing locals in the private sector. Being a part of Emirates Airlines Group, Flydubai will certainly adapt its mother company in hiring and training locals in suitable jobs. The challenge that Flydubai will going to face is to decrease costs in one hand and provide well paid jobs in the same time . 2) Economical Analysis: A) Inflation Rate: The inflation rate in the UAE is predicted to fall from last years 11.1 percent level to seven percent in 2010, according to a new report. (Sambidge, 2009). This is considered a positive aspect for Flydubai as it will have its positive effects in reducing the company costs in oil and ground operations. High inflation rates reaching to 11 percent last year was a threat to low cost airlines such as Air Arabia and Al Jazerra Airlines that faced a problem of high oil prices. This good news will make Flydubai compete even stronger on prices as inflation rates goes down. B) Economical Analysis: Falling oil prices, cooling real estate and construction markets, together with a slowdown in the tourism sector, especially in Dubai, means the UAE is expected to post low or possibly negative GDP growth in 2009, according to analysts. (Sambidge, 2009). Living in the current World Financial Economic Crises the UAE economy in general and Dubai in specific faced a hard time in 2009 but analysts forecast that there will be more positive figures in 2010. This information is considered a negative too many airline companies but may be positive to Flydubai as people are now more focus in reducing their expenses as the incomes are reduced. This means their tendency of consumers focusing more on prices which is a positive thing for a low cost airline. Additionally, analysts forecast that the economy will grow in 2010 again and this will certainly have its effect on the company growth. 3) Social Analysis: A) Demographics: More than 300,000 people will be added to the UAE population this year to record the highest growth of 6.3 per cent in five years and Dubai would likely emerge as the fastest growing emirate, official figures show. The rise rebuffs reports that the global financial turbulence has triggered a mass exodus of expatriates out of the country, mainly Dubai. From 4.75 million in mid 2008, the UAEs population is projected to increase to 5.066 million in mid 2009, showed the figures by the Ministry of Economy. This figure are going to increase in the next few years which will certainly have its positive effects on the airline industry in UAE considering that expatriates make an approximate percentage of 80.1 of the above figure in 2009 according to the ministry of economy. Furthermore, the figures show that the 25-29 year age group was the largest in the UAE in mid 2008, standing at 777,186. It was followed by the 30-34 age groups, which was estimated at 754,289 and 35-39 groups of 588,505. This clearly indicates that most of the population is young and is going to shape the tourism and aviation market in the next couple of years. B) Consumer Behavior: According to a study done by Arabian Business website, it was found that 83 percent of the respondents would switch their preferred airline carrier, for a cheaper price, while 17.6 percent believed they would consider alternatives and trade off between the discount and lost air miles. It can thus be inferred that pricing plays a significant role in consumer behaviour and the decision making process especially in the current economic downturn era. Furthermore, customer loyalty in the low cost carriers is low as its directly related to price. Flydubai should consider this into account and introduce customer loyalty programs in order to maintain a higher level of customer loyalty. (Glass, 2008). C) Leisure Interests: 3.85 million tourists had visited the emirate in the first half of 2009, a five percent increase on the same period of 2008 According to Dubai department of Tourism and commerce marketing . This figure strongly shows the current tourism industry market and how attractive it became even though of the current economical downturn. Other figures expect that the number of tourists will fall compared to 2008 figures but most figures have stated that there will be a positive growth in 2010. D) Career Attitude: Business travelers are changing their perception of low cost carriers. As observed by Andrew Cowen, CEO of Same, the market is shifting from the traditional major airlines business travel towards low cost carriers for trips within the GCC. This changing attitude, supported by the current economic downturn and the increase number of foreign businesses within GCC countries entering the UAE, shows a trend of an increasing demand for low cost carriers in the next three years. (High time for low cost carriers, 2008). E) Technological Development Analysis: Following its mother company Emirates Airlines, we expect that Flydubai become a market leader in providing advanced technological solutions to its passengers by using the large experience that emirates airline have. If such direction was adapted, it will certainly provide the needed strength that Flydubai need in competing with its direct and indirect competitors. Appendix 4 Micro Environment: Stakeholder Analysis: This means to analyze the micro environment which includes the following factors: the customers, employees, shareholders, media, and the competitors. A) Customers: Customers who are price conscious are concerned with low cost airlines. Flydubai has focused on pricing strategy and flexibility because these two factors play a big role in determining the customers decision process on which airlines they choose to travel with. Price strategy and flexibility of Flydubai include low pricing strategy and easy booking with increased choices. As Sheikh Ahmed bin Saeed Al-Maktoum, Chairman of Flydubai said: As a true low cost airline we are geared towards providing our passengers with the best price and increased choice. We will operate efficiently and continually evolve to deliver the best possible product to our customers. (Flydubai opens for, 2009). The cost of Flydubai from Dubai airport to Doha airport would cost 200DHS, whereas other major airlines such as; Emirates or Qatar airlines would cost approximately 1000 or more for a one way ticket (Flydubai home page, 2009). This shows that Flydubai is much cheaper and has managed to keep prices low due to the successful use of their pricing strategy. Moreover, the number of tourist from around the world including the region will grow more than 40% in the next 3 years in Dubai (Number of tourists, 2009) .This shows that there will be increased number of customers who will use Flydubai airlines within the next three years due its successful use of pricing strategy and flexibility. B) Employees: Flydubai airline has received more than 11,500 applications from flight and cabin crew. There are 18 first officers, 61 captains, and almost more than 8000 candidates for pilots were selected from twelve different nationalities (Sambidge, 2009). The staff has good experiences and was carefully selected. According to Kenneth Gile, chief operating officer of Flydubai said: We are extremely pleased with the talent of the pilots we have on board. On average, they each have more than 4,000 hours serving as captain in similar aircraft and a total experience of more than 8,000 flying hours this is impressive by any standard (Sambidge, 2009). Furthermore, employee and staff hospitality is very important. This is because the employees and staff were selected from twelve different nationalities and they need to feel comfortable with the new culture they are facing in order to work efficiently. D) Shareholders: Flydubai is fully owned by the government of Dubai and its considered as a part of its mother company the Emirates Group. The company has no other shareholders currently as there its 250 million dirhams capital is completely raised by the government. E) The media: Obviously, through observations, Flydubai has made many advertisements through publicity such as; Newspapers (e.g. gulf news) and internet websites. However, the main strategy they used 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