ALDI & Australia

The retail industry in Australia is considered as one of pillars of its economy. The industry has improved immensely as the players in the market have increased and the variety of commodities has expanded immensely. At present, the industry is populated by companies that range from multinationals to small and medium scale. Among the players, ALDI Australia is considered as a major player in the industry. The firm has expanded from a single foreign branch to a major retail chain. It operates in the main markets of Australia and in other regions across the country.ALDI was taken from the original name of the company which was Albrecht Discount. Before expanding to Australia, ALDI established its presence in Germany Gradually, the company operations stretched to other locations across the world. ALDI is regarded as one of the biggest supermarket chain worldwide. In Australia, ALDI has approximately 160 retail chains. This number is expected to grow as ALDI continues to be aggressive in the industry. Despite strong competition, ALDI Australia has managed to establish its own identity and has already controlled a significant portion of the market.It is imperative to study the current situation within ALDI Australia. The outside environment of the company is another important aspect to investigate. The succeeding discussion will focus on the capacity of ALDI to dominate the market. This requires evaluation of the capacity of ALDI and the external aspects that can affect its performance. The strategies used by ALDI have been working so far. But there are still rooms for improvements that needed to be manifested. II. The External Environment Porter (1979) introduced the concept of five forces that seeks to analyse the competition in an industry.This serves as an effective tool used in creating a picture of the retail industry. Based on the model, there are four forces that have to be assessed to determine the condition of the fifth force (McGahan, 2004). These interact with other to determine the overall condition of the market. The five forces model is critical especially to retail firms. The level of competition in the industry is high. Hence it is imperative for ALDI Australia to appraise the situation of the industry. The threat of new entrants shows the possible repercussions of the openness of the industry which is high in the industry.The current condition of the industry coupled by the continuous increase in demand justifies the viability of the industry as an investment hub for new entrants. New entrants, however, have to consider the barriers that can affect their success. Australia is a major market and houses consumers with high buying power. This means that the opportunity for retailers to operate is high. In addition, demand for consumer products has remained high. The emergence and threat of substitutes shows the low tendency, but suddenly emerging alternative retail firms.The conventional form of retail includes the shops and stor es located in strategic areas. With the advent of technology, several forms of retailing have flourished. Online retailing has become a threat because most consumers have patronised the online retailing scheme instead of the traditional shopping. The bargaining power of the consumers determines the capacity of the consumers to purchase the goods and price sensitivity. It has to be noted that most products in ALDI are demand inelastic and the income per capita in Australia is one of the highest in the world.This means that price changes will have gradual effect to the buying decision of the consumers. Moreover, the buying capacity of Australian households can satisfy their needs and have spare for luxuries. Buyer preference is also another major consideration. Consumers in Australia are dynamic and susceptible to changes. It is important to weigh company goals with consumer requirements. The bargaining power of the suppliers which is high provides the capabilities of the supplier to meet the demand of the industry. Basically, the agricultural industry of Australia is of quality as evidenced by the fresh food sold in retail stores.In addition, raw material is cheaper making retail products highly affordable for consumers. Australia is also highly accessible some Asian countries. The possibility of importing products is given and savings gained from such strategy are high. ALDI has all the resources to satisfy the demands of the consumers and sustain changes. These factors sum up the rivalry among competitors, which intensify in the industry. The retail industry is highly competitive and can potentially allow investors to succeed. It is evident that ALDI will continually face threats both industry based and substitutes.ALDI Australia is in an environment where it can take advantage of the opportunities. Intense competition leads to quality retailed food and eventually benefits for the customers. III. Internal Aspects Deming (1986) mentioned the need to attain qua lity results in all the process of production. The technical process pertains to the emphasis of quality in the different stages of operations. The rationale behind this strategy is that the continuous inclusion of quality in the process will result to highly competitive and superior products.The social process is provided by Juran (1974) in the assumptions of TQM. The social process includes the provision of suitable tools to boost the tendency of workers to prioritise quality. ALDI Australia has to evaluate its capacity within to achieve sustainable success. One significant observation that can be made is that the company has wide range of quality food sources. This is in references to the responsible food sourcing that the company adopts. At present, ALDI boosts up to 700 different grocery products. The supplies of the company are considered as one of its valuable resources.Because of its outstanding food production materials, the quality of the finished products has improved. Bo osting the food with the finest inputs allow the company to effectively satisfy the needs of the consumers. The quality sources also make the company more cost-effective. Another important resource of the company is its identity. This is established through the brand name of ALDI. The brand has the gained the distinction of being the most trusted retailer in Australia. Over the years, the brand name has been embraced in different areas of the world.The credibility of the company is one of its intangible resources that deserved to be recognised. It is known as one of best stores in finding cheap commodities. ALDI Australia greatly depends on its employees for positive results. Indeed, the performance of the workers will influence the success of the firm. ALDI Australia boasts a workforce loaded with competency and talent. The hiring system of the company ensures that the best are selected at the end of the process. The company provides comprehensive training programs to continuously equip the employees with the skills needed in the industry.At present ALDI have over 2,000 employees across Australia. This manpower is one of the most valuable components of the retail store. It addresses the needs of the consumers and provides top-notch service. The stores are regarded as one of the finest. The stores of ALDI Australia are uniquely designed suit the shopping preference of its customers. All ALDI stores have similar sizes and designs. Unlike conventional retail shops, the stores of the company provide an aesthetic environment for buyers. The company emphasises of proper location which makes the stores effective.The success of the stores is credited on the ability of the firm to match substance and form. It is important to instil in the minds of the consumers that more than quality food, buying at ALDI Australia stores is a wonderful experience. The franchises that the company has established worldwide has helped the company is establishing global market presence. T he supermarkets represent ALDI overseas and such resource has provided huge dividends. Several investors in other countries have noticed the increased attention given to the food products of ALDI. This will translate to better opportunities for the supermarket in the future.IV. Company Strategies Strategies of firms are considered to lean towards the strategic scope focusing on the demand, and the strategic strength concentrating on the supply. Porter (1980) further simplified the method by reducing the strategy to three dimensions that include: cost leadership, differentiation, and segmentation. These aspects will be used to analyse the strategy of ALDI Australia in its objective to remain at the forefront of the competition. ALDI values the cheapness of its products. Low-cost goods available at ALDI stores entice most of its consumers and prospects.The cost leadership strategy values efficiency. ALDI has been providing several programs to improve its efficiency. Specific strategie s involve the establishment of distribution centres. Transportation expenses were reduced because of accessible distribution points. The logistic system has been improved to reduce non-performing components of the distribution process. The differentiation strategy of the company is assigned to the research and development team. ALDI have been working with suppliers. This is the initial process that will eventually lead to better products and innovative solutions.Workforce efficiency is a major issue that the company includes in its strategies. Incentives are also provided to workers based on the quantity and quality of work. The performance of the firm is highly dependent on the manner in which customer service and operational activities are manifested by the employees. The contribution provided by the personnel along with the top-notch products sum up the offering of ALDI Australia to its customers. Porter (1985) identified primary activities and support activities in the process o f value-adding. ALDI Australia has been dedicated in maximising value and minimising cost.The company has provided top-notch inbound logistics with its equipments and machines transferring the raw materials without damaging the freshness. The handling of the food from the farmlands to the processing site is meticulously managed. Moreover, the manner in which the food are packed and processed follows quality procedures. In the processing part, ALDI Australia has devoted all necessary resources to maintain the high value of food taken from the finest farms in Australia. ALDI retails stores are designed to ensure the high quality of its products.After the products have been placed in distributions centres, the sales and marketing team will work (Bonn, 2007). Aside from the television and print advertisements, the company has relied on the Internet to introduce ALDI Australia in the market. In addition, the stores of ALDI Australia are highly accessible ensuring that shoppers will exper ience no problems while purchasing food. The customer service initiative of the company is highly recognised since service is extended after the purchases are completed. The company has been using storage devices that emphasise on the freshness of the products.Products that have long shelf lives are safely stored in areas free from causing damage. The transportation arteries from the company to the distribution sites are improved and results to fast travel. Cost is reduced through efficient storage devises and the consumption for energy is decreased using better delivery systems. The company strictly follows a low price philosophy. In most convenient stores, products are usually priced with high mark-ups. The strategy of ALDI is to sell in high quantity at lower prices. ALDI has created an efficient checkout system (Bonn, 2007).This is implemented to prevent customers from spending time queuing when making payments. Aside from the checkouts, ALDI Australia has a systematised product display. Customer can easily identify the location of the goods needed without hassles. Although company savings are important for ALDI, the retail store understands that customers also need to be provided with ample savings in all forms. ALDI Australia sells a wide variety of products. Some stores are limited, but ALDI caters to the needs of its customers. As stated earlier, ALDI sells at least 700 kinds of products in its stores.These products range from highly perishable to preserved products (Bonn, 2007). Aside from food, ALDI also sells other merchandises used for general purposes. The firm has been using a stringent quality control process. ALDI personnel ensure that damaged products are segregated from the intact goods. The inventory system of ALDI also assures that the fresh stocks are provided to the consumers. Expansion is one of the goals of the company. ALDI targets its store count to be in the 200 level by 2008. This means that ALDI Australia will be established in oth er areas where demand is high.At present the store count of ALDI Australia is at 165 shops. Although the target still huge, it is highly realisable considering the capacity of the company. ALDI Australia remains committed to serve its customers and make the stores closer to households. V. Strategy Analysis In the retail industry, the success of strategies can be measured through operational decisions and marketing decisions (Bonn, 2007). Both are strengths of the ALDI Australia and remain as the fundamental driver of success. Because of its selling philosophy, the most logical method of market segmentation is by income.The social structure of households in Australia is part of the middle to upper levels. Aside from this group, ALDI Australia can control the lower bracket in the society. These groups are the consumers with the lowest income. The cheap products offered by ALDI Australia fits their budget. In theory, positioning refers to the perceptions developed in the minds of the t arget market. It entails the creation of image of the brand and the entire organisation (Trout and Rivkin, 1996). Positioning is purely procedural and relies on the completion of stages before making further improvements.Consumer preference is the most important aspect in this process. In addition, ALDI has to target the specific needs before making its position. It is evident that ALDI has established a niche in the industry. From this position, ALDI can become a strong player in the market. Combining the different aspects associated to marketing is vital to the company. The development of marketing mix entails strategies that are design to ensure consistency in the quality of performance (Culliton, 1948). Price and product quality are the two main components of the mix. Low price is insufficient to attract the consumers.Combining such aspect with high product quality creates better chances of succeeding. Strategic management is one of the staple initiatives being implemented by AL DI. Mintzberg (1989) observed that strategy is linked to plans and the behaviour patterns within organisations. The technical process of realising strategic management is divided into two areas. The first phase regard planning as course for intended strategy and the patterned actions are the realised strategies. The process of strategic planning has allowed ALDI to meticulously evaluate their positions in different markets.In addition, strategies of ALDI have remained generic. But ALDI has realised the need to make the strategies flexible to satisfy various needs of consumers. Lewin (1983) stated that corporate social responsibility highlights the duty of the organisations to their stakeholders. Instead on focusing on corporate activities, firms have decided to undertake endeavours with perceived social relevance. This has been one of the weak spots that ALDI needs to improve. Although financial gains from the process are low, ALDI can further improve its reputation. In the retail i ndustry, perception is an important influence to buyers.Firms that tend to provide aid to community activities are being supported by consumers through purchases. Benchmarking is another aspect that has to be developed by ALDI Australia. McNair and Leibfried (1992) contends that benchmarking is designed to leave the past behind and embrace the future. The benchmarking process has many defining aspects. It has to be purposeful, externally focused, measurement based, information intensive, objective, and action generating. All practices performed according to the needs of the firm. VI. Recommendations ALDI Australia is successful because of the pay less strategies and sound management fundamentals.The company needs to sustain its strengths and slowly eliminate the weaknesses. A foreign venture appears to be logical because the domestic market is starting to become overpopulated. The firm has to boost is project refresh and continue the dedication to provide the best infrastructures an d workforce. Combining these components with effective management and good strategies will ensure the robust growth being enjoyed by ALDI Australia. Expenses for advertisements cover most of the budget allocated for marketing. ALDI Australia has to provide inputs on matters that will improve the advertisements.The firm also needs to provide funds for the airing of the advertisements on televisions and even radios. Advertisements done using newspapers and other prints need to reflect the essence of Marks and Spencer food products. The advertisements in the websites need to be easily viewed and accessed (Drummond and Ensor, 2001). These initiatives have to be combined with traditional processes. It is also important for ALDI Australia to maintain balance between price and quality. There are criticisms made by competitors that ALDI’s initiative to sell goods in low prices is driven by the sub-par quality of goods.Ensuring that prices remain competitive is a must for ALDI. But th e company has to continuously address the need to keep product quality high. Through this strategy, ALDI will go on and improve its performance. References ALDI Australia. (2007). Company Philosophy. Date extracted: 9 November 2007, from: ALDI International. (2007). Date extracted: 9 November 2007, from: < http://www. aldi. com/> Bonn, I. (2007). â€Å"ALDI in Australia†, in Strategic Management: An Integrated Approach. Hill, by Hil, C. W. and Jones, G. Spring, IA: Houghton Mifflin College.Coriolis Research. (2000). ALDI in Australia: Whaty will be the Impact? Auckland: Coriolis Research Limited. Culliton, J. (1948). The Management of Marketing Cost. Boston: Harvard University – Graduate School of Business Administration. Deming, W. Edwards. (1986). Out of Crisis. Cambridge: MIT Centre for Advanced Engineering. Drummond, G and Ensor, J. (2001). Strategic Marketing Planning and Control. London: Butterworth-Heinemann Ltd. Juran, Joseph. (1974). The Quality Control Handb ook 3rd Edition. New York: McGraw Hill. Lewin, T. (1983). The New York Times.â€Å"Business Ethic’s New Appeal. † McGahan, A. (2004). How Industries Evolve – Principles of Achieving and Sustaining Superior Performance. Boston: Harvard Business School Press. McNair and Leibfried. (1992). Benchmarking: A Tool for Continuous Improvement. Oliver Wright Publications. Mintzberg, Henry. (1989). Mintzberg on Management. London: Free Press. Porter, M. (1980). Competitive Advantage: Techniques for Analyzing Industries and Competitors. New York: Free Press. Porter, M. (1985). Competitive Advantage: Creating and Sustaining Superior Performance. New York: Free Press.

How Television Media Violence Influences Deviant Behavior, Specifically Criminal Behavior Essay

People watch television as way of relaxing. While there are many educational and entertaining programs on television, there is a lot of negativity in the form of sex and violence. Television programs are not without some king of violence. Since most people spend the bulk of their inactive time relaxing in front of the television, the following hypothesis may be formulated. If people spend most of their time watching television, which is full of subtle and obvious violence, is it then not possible that the programming will influence deviant criminal behavior in them? Accordingly, it is important to analyze the ways in which media violence may influence deviant criminal behavior. In this case, the two variables in this study are television media violence and deviant criminal behavior. Thus, deviant criminal behavior is the dependent (result) variable and television media violence as the independent (causal) variable. Deviant behavior According to Bryant, deviant behavior is easily explained in the context of an individual violating social norms (rules) just because they wish to fulfill/attain some personal goal. Hence, deviant behavior may include violence, aggression and hostility. For instance, a child may eat the last piece of cake that was reserved for later because he wants to eat the cake. Therefore, a superseding self-gratifying consideration would seem to be implicated in deviant behavior (1989). However, as Bryant goes on to point out, deviancy is by no means a simple issue. This is because, most if not all people are at some point in life faced with the opportunity to perform acts of deviancy. The question then is why is that some people are lured to contravening social norms more than others (1989)? Media violence. According to the Center for Media Literacy, there is no one clear and concise definition of media violence. This is because the individuals who are considered experts in the media violence realm measure television violence very differently (2007). Nevertheless, media violence may be defined as the various types of violence shown/displayed in such media as television. Accordingly, when individuals watch television they are exposed to the violence. Watching violence on television increases antisocial (deviant) behavior such as aggressiveness, hostility and even violence towards others. Sometimes these behaviors take on a criminal nature. Various studies have been conducted. In one study, the researchers set up an investigation involving college student with different personality and behavior types. The students had to watch both non violent and what was termed as gratuitously violent programs/films over a period of four days. The aim of the researchers was to find out if regular, consistent exposure to violence would result in violence in the individuals. After the study, the students were placed in stressful situation where they responded in a hostile manner. Continued exposure to the violence may lead the individuals to become more hostile and aggressive and even to engage in such criminal behaviors as robbery with violence, a criminal behavior with serious consequences. In the event of disagreements, they may also act aggressively towards others causing harm to them. Thus, the study helped to show that television media violence does indeed influence deviant behavior. Media violence especially when prolonged and consistent resulted in hostility and aggression in the students of both sexes even when there was no provocation. It also led to involvement and participation in other behaviors that are also criminal (Harris, N. d. ). In the second study, using the same test subjects, researchers analyzed how media violence affected their reaction to things that did not concern them personally. Again, the students were exposed to program content with various degrees of violence over a period of four days. Afterwards, the students were presented with conflict scenarios and asked how they would respond. The conflicts ranged from children fighting to the more serious domestic violence. Accordingly, the students who considered themselves as egotistic were found to accept violence as a way of solving conflicts (Harris, N. d. ). It would then be correct to state that these college students would grow up with the mentality that violence and aggressiveness is a normal part of life. As adults they may take it upon themselves to use violence to get their way. It would be not surprising if the same students were to then use violence to settle their domestic squabbles. They may engage domestic violence, a truly deviant and criminal behavior. In another cross-sectional study, some 2300 high school students were asked to list their favorite television programs and also provide a checklist of activities that ranged from fighting to serious delinquent behaviors. The programs were then analyzed for their violent content. Researchers found that the students whose favorite programs were violent also tended to exhibit violence. Hence, their checklists also reported aggressive and delinquent behaviors. It would then be correct to state these children frequently the violent television programs. Otherwise, how else the deviant behavior could be explained (TV Violence, 2003). It was then probable that these children would copy what they may have watched on television for some particular purposes. Maybe, use violence and aggressiveness to rob others and use the loot to buy drugs. In Summary The three studies above had one primal purpose. To determine how media violence affects deviant behavior. From the studies, it is clear that increased exposure to television media violence also leads to increased deviant behavior. To most people, aggressiveness and hostility are examples of deviant behaviors. In the three studies after exposure to television media violence the subjects were either openly hostile or aggressive. This is would be correct to conclude that indeed television media violence does influence deviant behavior in that individuals after exposure to television media violence engage more in behaviors that could be considered as deviant behavior. References. Bryant, C. (1989). Deviant behavior: Readings in the sociology of norm violations. London: Taylor & Francis. Defining media violence: It’s not so easy! (2007). Center for Media Literacy. Retrieved 17 April 2009 from http://www. medialit. org/reading_room/article23. html Harris, S. (N. d. ). Some violent movies can increase violent responses to provocation and acceptance of violence in real life. Retrieved 17 April 2009 from http://www. research. vt. edu/resmag/sc99/media_violence. html TV violence. (2003). Retrieved 17 April 2009 from http://www. kff. org/entmedia/upload/Key-Facts-TV-Violence. pdf

International Airlines Hit by European Unions’s CO2 Emissions Plan

Bearing in mind that this article is comprehensive, coherent and fluent, the written account is inclusive and demonstrates an apparent connection with Section 2. 4 Market Failure and sets up a close relation with the two sections in particular; negative externalities1 and the possible governmental responses concerning the quandary given, which in this case proposes a European Commission draft proposal requiring all flights arriving at or departing from the European Union airports to buy permits for their carbon dioxide emissions. This article is effective for the internal assessment because it does not dive into the economic theory, but introduces many notions that can easily be absorbed into economic presumptions and then be analysed. The extract portrays about how the advantages and disadvantages of using pollution permits, how effective they are and how several European companies are learning to deal with the more stringent regulations of the EU on pollution as a result of global warming. Pollution permits, are certain amounts of CO2 which are allowed to be emitted by companies in during production. These are given out by the respective governments to the companies, who can also purchase further permits from other companies who don't need all their permission to pollute. 2 The draft proposal which will require all flights arriving or departing from EU airports to buy permits to cover their carbon dioxide emissions, will be presented just before Christmas, and is crucial to the community's fight against global warning and climate change. The E. U. has incorporated pollution permits, in order to curb carbon gas emission, and slow down global warming, forcing international airlines to pay for the negative externalities they are causing during production. This means that the trans-national airlines have to pay for the vertical distance between SMC and PMC, so that they are paying the expenditure the society would normally have to sacrifice for, which can be seen in Figure 1. , before the European Unions incorporation of pollution permits: Fig 1. 1: Before the Introduction of Pollution permits Figure 1. 2: After the Introduction of Pollution permits Figure 1. 1 shows the situation clearly before the pollution permits were introduced by the European Union draft proposal. The problem undoubtedly being that the market was experiencing failure, as the global airline firms did not have to pay the cost they were causing the society by their carbon gas emissions. In Figure 1. , the Private Marginal Cost (PMC) has shifted into the same position as the Social Marginal Cost (SMC) 3 was in Figure 1. 1, as now the Airliners have to pay for the negative externalities they are causing, consequently leaving the society left without having to pay for the pollution the aircraft caused, and the negative externality being pollution, abolished. Also, the Private Marginal Cost has become sharper, as the company must now compensations in case it exceeds a certain amount of carbon gas emissions. This is an incentive for the company to either produce less or produce more eco-friendly. As a result, Figure 1. 3 will arise, as the respective Airline Firm is now producing eco-friendly, and will not exceed the limits on its carbon gas emissions, furthermore will even be able to sell some of its excess pollution permits, to other firms who need surplus to cover their pollution. Fig 1. 3: During the Introduction of Pollution permits: The problem is that it does not happen like this, and that in fact the limits on the emissions are far too large for there to be any effect, and David Henderson from the Association of European Airlines (AEA), â€Å"We could see another trade war,† cited stiff opposition from the US several years ago against European plans aimed at reducing jet engine noise. A possible solution to the continuing problem would be further stringent regulations by the E. U. , and possibly a solid example are, the airline emission controls would come under already existing European emissions trading scheme (ETS), which was launched in â€Å"2005 as the cornerstone of EU efforts to cut greenhouse gas emissions under the 1997 Kyoto Protocol. † 4 An evaluation of the economic theory shows that the idea behind the pollution permits is very good, and that there are some advantages of using it in real-life. However, it does not work as smoothly as was initially planned. For one, international airline firms are able to evade paying for the pollution permits, by moving production to developing economies outside the E. U. , who don't have any regulations on the carbon gas emissions. The effects of this are that they pollute excessively in the new production environment, which has exactly the opposite effect to the desired one. This of course, shows that many alterations need to be undertaken for the European Commission draft proposal's requirement of all flights arriving at or departing from EU airports to buy permits for their carbon dioxide emissions to work effectively. The E. U. will have to alter their plan slightly, which should be made more rigorous and binding to produce the desired plan, which is the slowing down of global warming, but also to combat the endless possibilities of negative externalities.

Construction safety Research Paper Example | Topics and Well Written Essays - 1250 words

Construction safety - Research Paper Example ons of the predominating safety approaches, this paper has looked into the major methodologies that have been actualized to enhance word related safety in the construction industry. Assessing the noteworthy methodologies regarding strategies and adequacy, it was discovered that all the methodologies, exchange the trouble of obligation on the foremen. While the part of foremen in guaranteeing the safety of laborers are evident, scientists are of the sentiment that perfect time to consider construction safety is a mid configuration stage. Considering the delayed association from the period of beginning, modelers and designers can assume vital part in recognizing and relieving potential risks to the construction specialists. The new approach of avoiding mischances and episodes through configuration has been proposed in this paper as the future course of safety change in the construction business. Construction work sites are mind boggling or rather complex because of successive work procedures, levels of technology utilized, association in the middle of specialists and supplies, and the changing degrees of safety mindfulness and preparing of the laborers. The erratic and complex nature of the construction assignments has made safety a worry wherever construction exercises occur. The quantity of word related fatalities and injuries in the construction business is exceedingly high. Separated from the societal expense of word related mishaps, the monetary impact can have a sizeable effect on business execution. In 2002, the aggregate expense of fatalities and non-deadly wounds, whether the expense were direct or indirect, was 13 billion dollars. These measurements highlights the essentials of wellbeing and safety in the construction business. Enhancing safety in construction remains a need in just about every nation around the globe, on the grounds that the construction business emerges among all different businesses as the primary giver to extreme and lethal mishaps.

Cast study- Iron Deficiency Anemia Essay Example | Topics and Well Written Essays - 500 words

Cast study- Iron Deficiency Anemia - Essay Example Mrs. A hemoglobin and hematocrit levels fall below those of a healthy person. Her reticulocyte levels, erythrocyte count and RBC smear are also short of those of a healthy person. In addition to the below healthy values, the low blood pressure, increased temperatures, elevated respiratory rates and heart beat rate noted by the physician points to low oxygen levels in the cells. The low oxygen levels emerge from poor oxygen supply. Based on the cases and values represented, it is convenient for doctors to diagnose the type of anemia such as megaloblastic, pernicious, aplastic and iron deficiency anemia. Mrs. A values shows that she has iron-deficiency anemia. For 10-12 years, Mrs. A has dealt with menorrhagia and dysmenorrhea. Menorrhagia is the excessive losses of blood during the menstrual period while dysmenorrheal refer to the painful cramps that accompany the blood loss. Quite a number of women with bleeding disorders experience the two gynecological complications. Since it has been a long time that Mrs. A has experienced the blood loss, there is develops a high likely hood of developing iron deficiency anemia. Essentially, medical evidence points out that frequent menorrhagia and poor management of blood loss during the menstrual cycle increases the chances of getting iron-deficiency anemia. Iron deficiency anemia in adults, especially women, comes from blood loss (Meselson, 2013). The fact that Mrs. A ingests 1000 milligrams of aspirin after every 3 or 4 hours for six days during her menses increases the chances of further blood loss. Additionally, the ingestion of Aspirin to reduce the stiffness in her joints while playing golf i s dangerous to her well-being. Aspirin is non-steroidal in nature and it can trigger gastrointestinal bleeding. According to Burke and Deakin (1998) adolescent females that engage in endurance training bear higher risks of developing iron-deficiency anemia. Medical studies also identify

The way to USA Essay Example | Topics and Well Written Essays - 500 words

The way to USA - Essay Example I spent the week before I flew to USA walking in the house at night, driving around my hometown. I was strong and tough, so I did not cry at all, or perhaps I was only pretending to be strong. Here is an account of my experience on arriving to USA. It all started when I was expelled from my university, since I could not pass the math class twice. However, that was not because I was stupid. I had thought that the university would be like the high school, so, I did not work hard enough to pass the course. I was upset at that time. I felt lost. So, I started to ask myself what to do, and where to go. Since I could not find a job without a degree, so, I was hopeless, and I did not know what to do. I told my father, who was disappointed, but told me that I had not yet lost everything, and that I still had chances because I was not getting old for studying. He advised me to look up for a new university. I consulted people regarding this. One of my best friends told me that his cousin was studying at USA, and was happy enough about his choice so far. This was where I got the idea from. I talked to his cousin about this. Since I was a child, I was fantasizing about going to USA. I was dreaming about American culture, since I loved the ir way of living. So, that became my inspiration. I was afraid that my parents would stand against my decision, but I was wrong. My father told me, with a big smile and happy face, that he liked my talking like a grown up man. My mother was a bit worried about my staying in USA all alone. When she conveyed her feelings, her voice was trembling and her eyes started shedding tears, but she was pretended that she was looking down at her cell phone. I was not able to sleep after that. I was thinking a lot about how I could go by myself and adjust as I could not speak English. But, I was telling myself that everything would be all right. I put all my things together, which included my clothes, books, courage,

Project risk Essay Example | Topics and Well Written Essays - 3250 words

Project risk - Essay Example nd, this method engages defining a variety of threats, devising countermeasures should an attack take place, measuring the degree of vulnerabilities (TechTarget, 2009). 19 At the present the corporations are coping with reduced cycle time. Here, the critical delay is between the idea and implementation. Thus, corporations need to continually adjust corporate operations to meet up new marketplace conditions. In addition, successfully handling and managing new information as well as establishing it all through the business is critical to handling and managing these challenges. However, constant, business-wide knowledge sharing has, consequently, turned out to be essential. In addition, businesses implement solutions to tackle and share knowledge. The mainly widespread preliminary application has been in the area of learning and training. Unluckily, customary classroom training programs are excessively time-consuming and expensive to facilitate businesses to deal out mission-critical information rapidly as well as efficiently (OneTouch, 2009). Efstathiades, Tassou, Antoniou, & Oxinos (1998) stated that businesses whose survival relies on maintaining new, modern, well-informed business information require a flexible knowledge sharing. Thus, the business-wide learning is immediately one advantage of a comprehensive business knowledge sharing. In case of new technology establishment at the business enterprise there is need to assess a lot of factors and issues regarding the corporate management and technology implementation. Since, modern and up-to-date tools and techniques are offering huge business advantages, however in some cases the development of the information system was not a successful experience. Therefore, by means of risk assessment we could be able to manage and handle business new technology system implementation successfully (Efstathiades et al., 1998). This report presents a detailed analysis of the new business technology systems establishment at

Christianity and the American Indian Research Paper

Christianity and the American Indian - Research Paper Example Specifically, these worldviews were deeply rooted in religion and experiences of the sacred. It is the thesis of this paper that the influence of Christianity on Native American culture played a significant role in reshaping the lives of the Amerindians through suppression of spiritual ceremonies and a flagrant disregard for an existence considered to be based on superstition and ignorance. II. BODY Most of the European settlers who came to America were of a Christian religious orientation.3 A basic experience of the sacred in Christianity is that God is The Father. George Washington, and those who took up management of the â€Å"Indians† under his leadership and after his time, perceived the Europeans to be more civilized, of superior intelligence and leadership capability, and entrusted by God to represent His will in I II converting the â€Å"savages† to Christian values, beliefs, over-all perspective, and guidelines for living.4 It is every Christian’s duty t o evangelize the â€Å"truth†. Government authority in White America, being Christian, must represent God to the Natives. The government presented itself as â€Å"Father†, or â€Å"The Great White Father†5 Identifying themselves as â€Å"Father† was a symbol of God-like self-perception, a belief in their own inviolable sacred authority. â€Å"Father†, from a patriarchal European mindset, indicated a belief in their own omnipotence and omniscience, an assumption that they know best. A father is responsible, loving, kind, truthful, supportive, caring, guiding his children in a right way. The White Father, on the other hand, was irresponsible, violent, continuously telling lies and betraying â€Å"his children†, enforcing policies that depleted Native resources and ruined the land, humiliated, insulted and starved the Indians. The path he led them on was intolerable and destructive. While the government and settlers forced conversion to Christi anity, speaking of a Jesus who loved them, at the same time they were continuously punitive toward the Native Americans. Native children were eventually forced into mission-sponsored boarding schools where they were forced to join and attend Christian churches and demonstrate Christian ideals. Native language and religious traditions were strictly prohibited, and the slightest infractions were severely and violently punished6. III Their parents fared similarly. They suffered terrible challenges and limited resources on reservations. They were molded into helplessness, their traditional ways stripped from them. Practicing their religious traditions was legally forbidden.7 The law allowed Native spiritual leaders to be imprisoned up to 30 years.8. This was the law until 1978, when a new law was finally passed, the American Indian Religious Freedom Act, recognizing the rights of the Native American sovereign nations to practice their own cultural and religious traditions9. This was fol lowed, in 1993, by the Native American Free Exercise of Religion Act, which allowed religious use of peyote, s traditional practice critical to the spiritual practices of Peyote Indians.10 Of course, by then most of these traditions had been lost.. â€Å"Within four hundred years of their first contact, the white man had succeeded in stripping Native American civilizations of virtually all of their land and had nearly wiped their cultures from the face of the earth.11 The Christian concept of there being only one truth, Christian truth, was not congruent with

Operations Management - Material requirements planning & Just in Time Essay

Operations Management - Material requirements planning & Just in Time ( 2 CASE STUDY - ) HAVE TO ANSWER STUDYING THE CASES - Essay Example First the scrap is isolated by using scrap bins found in the place of production then the scrap is recorded from the bins daily. Replenishment: the best of this practice is the replacement by use of bar codes for scanning. The pull system is also used. Planners can order materials by use of min-max scanning system depending on the product complexity. Production reporting: bar code scanning can be used to put production to inventory. The rejected product is moved to a material review board. Reverse receiving is done for containers that need to be sorted. To get better flow is one of the philosophies of JIT. This can be applied in staircase cell running in order to avoid time loss. To get better flow meant identifying the various processes needed and as well organizing them. This avoids time wastage during the time of running the activity. Reducing the times and distances in the process which ensures every thing that is needed is in place. Achieving quicker throughput times, Dean can achieve this in staircase cell by providing every material that is needed. Cost benefit categories in this case are in different ways. For instance is the manufacturing cost benefit. In this category, in establishing the cell it should be ensured that the cost incurred in production is less the product sales. Another category is the production cost benefit where by the cost of production in relation to JIT Techniques should be rewarding. For instance it should not be less than the profits gained. Next is the time cost where by each duty is performed at its specific time period to avoid overlap of activities reducing the benefits as suggested by Pycraft (2000). JIT (Just-in-Time) techniques give a cost effective production of the cell and its delivery as well according to Cleland and Ireland (2006). It does this in the right place and time. In the same time benefits in term of minimum of facilities, material, equipments

The Speech of Frederick Douglass - Tandem to Leslie Harris Works Essay - 9

The Speech of Frederick Douglass - Tandem to Leslie Harris Works - Essay Example The author had been invited to make a speech regarding the meaning of the Fourth of July to the black population in America. The author is a male black American citizen. The first section of the speech praised what the founding fathers had done to the country. However, the second section of the speech was in tandem to the issues raised in chapter 6 and 7 in Leslie Harris’ In the Shadow of Slavery and the A People and Nation which focuses on slavery and a criticism of the stance of the American people regarding slavery. This essay will be focused on the speech of Frederick Douglass in comparison to Leslie Harri’s In the Shadow of Slavery and the A People and Nation. In their writings, the two black abolitionists bare almost similar arguments directed towards the perception and the overall negative consequences of slavery. Leslie Harris teaches history at Emory University and an author who writes based on her class experience and gathers enough evidence from newspapers, organizational records and other forms of literature. Leslie Harris gave detailed information about race and class in New York City. In the Shadow of Slavery has revealed more than two-century slavery in the city. She has touched on the real issues that affected African Americans who lived their lives in the shadow of slavery where most of them were enslaved. The black colour was seen as an inferior colour and the dark moments of the blacks could not be erased even after slavery ended. The author focusses on the actions of blacks in the New York City and devotes more than half of the book to the New York City’s slavery. She asserts that blacks played a major role in the development of the city and further gives details on how class and community arose between blacks and whites. She thoroughly tackles the era of slavery, developme nt of antislavery sentiment and movements and finally the era of abolitionism. Harris details the developing struggle against slavery, notes the importance of black labour and notes the white ambivalence about black freedom.  

Homework Speech or Presentation Example | Topics and Well Written Essays - 1000 words

Homework - Speech or Presentation Example He clocks the speeds of 20 randomly selected cars and 20 randomly selected trucks two miles after a major safety sign. Which statistical test should be used to determine whether drivers of cars and drivers of trucks are differentially affected by safety signs? C. A researcher wants to test whether there is a relationship between political party affiliation and education. She randomly selects 500 people and, for each, notes political party affiliation (Republican, Democrat, Neither) and highest degree earned (high school, college, graduate). Which statistical test should be used to determine whether there is a relationship between political party affiliation and education? D. In a study of group productivity, subjects worked in groups of various sizes to develop new computer software. Subjects were randomly assigned to work in groups of two, ten, or fifteen. Which statistical test should be used to determine whether group size has an effect on productivity? A psychologist at a private mental hospital was asked to determine whether there was any clear difference in the length of stay of patients with different categories of diagnosis. Looking at 4 patients in each of the three major categories, the results (in terms of weeks of stay) were as follows: Therefore, the mean between drug related conditions and cognitive behavior are similar. However, the mean between behavior and drug related and, the mean between behavior and cognitive are also different. In a study on the effect of the invasion of personal space, experimenters approached pedestrians walking alone and asked them for directions. When the pedestrian started giving directions, the experimenter took a step toward him/her. An observer then noted whether the pedestrian responded to this invasion of personal space by staying where he/she was, by taking a step forward, or by taking a step back. The table below shows

The Negative Impacts of Credential Inflation Essay Example for Free

The Negative Impacts of Credential Inflation Essay The Negative Impacts of Credential Inflation A market that is flooded with credential laden workers vying for a small number of jobs could tip the economy into a recession (Collins, 2002). This idea put forth by Collins seems prophetic when the current state of the economy is taken into account, and brings to light an underlying additional cause of the slow recovery being witnessed in the job market, credential inflation. This is the process by which educational or academic credentials lose value over time, partnered with lowered expectations of holding a degree in the job market. Credential inflation is increasing rapidly, causing larger debt among the workforce due to over-schooling, leaving college educated individuals with fewer jobs upon graduation, and resulting in employers requiring degrees for jobs where they were once not needed. This weakening of the belief in credentials has been a persistent trend in the last century in higher education, and has come to the forefront in recent decades due to technical job refinement, making its mark upon the job market as well. As students take on higher amounts of student loan debt because of the perceived advantages a degree warrants, the economic burden upon younger generations increases. Even with degrees in hand, students after graduation are continuing to find less well paying jobs that require a bachelors degree. More and more individuals are faced with the choice to gain additional education and incur more debt, or settle for a lower paying job and remain in student loan debt longer. Employers that at one time required high school diplomas now only hire individuals with bachelor’s or even graduate degrees. If this is the direction America’s economic and educational culture is heading without pause and reflections of outcome, than a resulting catastrophe is not just chance, but a real probability. The growth in credential inflation over the last twenty years, has accelerated, and when a moment is reached where higher education is commonplace, it becomes a vicious contest to receive the most amount of credentialing possible If a degree is seen as influential, and is depended upon to get the same jobs as previous non-degree holders, it follows that more education and a degree would benefit the individual in the future. Many studies show this ever increasing trend of the acquisition of higher education. In an analysis by The National Center for Educational Statistics (â€Å"Fast Facts,† 2011) on enrollment numbers in secondary education, † he percentage increase in the number of students age 25 and over has been larger than the percentage increase in the number of younger students, and this pattern is expected to continue. † The students in the 25 and over group between 2000 and 2009 saw an increase of 43 percent and in the next nine years can expect another 23 percent increase in college enrollment. This prevailing situation is compounded by the fact the more of the total population are seeking degrees, and that job creation has stagnated (NECS, â€Å"Fast Facts,† 2011). With an ever increasing number of degree holders entering the workforce with higher credentials, the number of actual jobs available to a credentialed workers declines. The prevailing thought is that an increase in education coupled with higher job entry requirements is necessary, because of heightened job complexity. Contrary to this is that, there is no evidence that the more educated the worker is, the more competent they will be (Collins, 1979). Brown’s argument is that students may simply be getting degrees to increase their chances of landing a job, rather than gaining the expertise, through a degree program, to do the job (2004). The evidence for this rears its ugly head, when degrees are fabricated by individuals to simply gain entrance into a job; a job they would not get without the proper credentials. Experts agree that credential inflation will continue, and the trend that started in the early Eighties and has increased ever since, is now the prevailing norm. Collins, states in his â€Å"Credentials Inflation and the Future of Universities†, that it could continue to increase, and in the future we will have a socialized system supporting education(2002). The expansion of credential inflation as an enduring trend cannot be denied, and the impacts upon the people and institutions influenced are threefold. The debt incurred by students upon graduation, is greater now then ever before. With increasing costs of higher education, compiled with the necessity of a degree to enter the workforce, recent students upon graduation are heavily laden with student load debt that vastly outweighs the debts incurred by the generations that preceded them. This debt, for the student, can be crippling personally, but is also a burden for the country. Collins (2002) writes that economic hardship because of the system, and its negative feedback loop, have become very expensive, both for the individual and for the nation. With student loan debt estimated at over a trillion dollars in the United States, it has surpassed even credit card debt. The average student leaving college after graduation possesses $25,000 in debt, and their parents an average of $34,000, with parental loaning up 75 percent since 2006 ( â€Å"Fast Facts,† 2011). Also reported is an 81 percent jump in people looking for student loan debt relief, for which there is little help. Devoting too much money and time to further education, seems to be digging a hole that people cannot pull themselves out of financially, and the resulting credentials one gains, are no longer the sure fire way to a successful career. A degree is not the guarantee of economic security it once was, and the amount in salaries among those with a higher level of education is less proportionate than those without, now more than in the past. This prevailing notion that an individuals success in their careers over the coarse of their lives hinge upon the certificates of school achievement, is part of what drives the whole process of credential inflation. A statistic on the rate of return of a degree holder over their life is of little consequence to those graduates who can’t find a job now. Put simply, if education is worth less, people are less likely to invest in it (Van de Werfhorst, Andersen, 2005), but the counter is also true. When education is seen as being worth more, people are more likely to invest in it. Whether or not this â€Å"being worth more† is true, the perception that one will indeed garner a higher wage as an outcome, is the prevailing notion at the present, and continues to drive up enrollment in secondary education. If achievement in finding a job and ultimate financial success revolves around education, and the cost increase becomes unbearable for the non-affluent, only the rich will have the availability to outpace credential inflation. As students in secondary education graduate from college at a faster and aster rate, they continue to find an ever decreasing amount of jobs available to them after graduation. The high school diploma, which once carried with it the credentials to secure a decent paying job, now has become a stepping stone to getting into college, and itself not used as a credential for jobs at all. Indeed, only 10 percent of the population in the United States does not carry a high school diploma. A market saturated with a certain credential sees that credential as a necessary step, but ultimately worthless. Is this the road a college degree is headed down, a worthless piece of paper that has strapped the holder with a debt they cannot pay back? As more people earn more degrees or educational levels increase, the inherent properties of that degree are proportionally lower. Not everyone who holds a similar certification will receive the same level of job. Take for example, if jobs for a hundred teachers holding bachelor’s degrees were needed, it stands to reason only a hundred people will receive jobs. Let’s say one hundred and fifty individuals receive teaching degrees, only one hundred of those will get hired. Competition among applicants will surely follow, and only people who can show they are above the fray will win out. To be successful in getting hired, many will invest in further education, and go on to earn a Master’s in Education. With this newly awarded credential in hand, they will then be able to apply with a considerable asset, which puts them ahead of those applicants with only the minimal job requirements. Incrementally, the Master’s graduates will obtain more of the jobs, while the displaced fifty will try to gain a foothold by earning their own Master’s degrees. The end result of this sequence of events is that every job, over time, will require a Master’s degree, as there will be no reason to hire a person who has a bachelor’s, if an over abundance of Master’s degree holding individuals are available. As credential inflation marches on, even MBA’s will find it harder to find jobs because of increasing job market saturation by like minded degree holders. Connolly states that the recent downturn of the economy has left fewer jobs upon graduation, and the salary premium for M. B. A. ’s has also taken a hit (2003). There are two opposing schools of thought that have tried to explain the recent upturn in educational expansion among the work force seen in recent years. Human capital theorists state that the growing complexity in the workplace has caused the growth of those seeking higher education. Theorists of social exclusion counter that the expanding intensive competitiveness between rivaling job market participants has caused credential inflation (McLean, Rollwagen, 2010). Either way, credential inflation is moving forward and fewer jobs are becoming available to those with less education. As more individuals become â€Å"educated,† employers are pushed to expand initial job requirements, even in jobs where such requirements were never needed before. Taking a deeper look into this trend, Vaisey (2006, p. 835) states that, â€Å"Using the 1972-2002 General Social Survey, I find that the incidence of over-qualification has increased substantially † He also hypothesizes that workers who have more educational attainments than needed for their jobs will be less satisfied with their jobs. Kariya (2011), sees a similar pattern and adds that as countries aim for higher levels of education for their populations, there is a persistent trend in the global markets to find cheaper labor. Phillip Brown, a lecturer in Sociology at the University of Kent at Canterbury, agrees, showing that the acquisition of higher education and the thought that it leads to greater individual and national prosperity keeps it at the forefront of developed countries’ agendas in their quest for global relevance (1995). Countries are pushing citizens to further education, and like the United States, through financial aid programs, making the costs deferred to the future, while trying to secure credentials in the present. As costs for education go up along with an increasing education of the populace, a financial burden is attached to the individual to find a job to pay for such schooling. Unfortunately for these individuals, employers are looking for ways to find cheaper and cheaper labor, and not the reverse. Payroll being the number one controllable expense in a company, makes the ability to hire individuals with higher credentials at lower wages, because of credential inflation, optimal. If an overabundance of degree holders are available at lower wages, why would a company seek to hire less educated workers for the same cost? To save time and resources, companies will simply thin out the applicants by making a certain credentials necessary to even apply, no matter the job. The Bureau of Labor Statistics provides evidence that as a country the United States has produced too many degree holding graduates. The promise made to people about the success of those with a bachelor’s degree falls upon deaf ears when graduates find themselves employed where they could have gone without attending college at all. Not many graduates attended college with dreams of becoming a bartender or a bellhop, though statistics show both of these professions employ individuals with degrees in 16 percent and 17. 4 percent of their positions, respectively. As Brown, Lauder, and Ashton write in their book,. The global auction: The broken promises of education, jobs, and incomes,† even education alone will not be enough to escape unemployment, and individuals should weigh the costs and benefits of higher education carefully (2010). With credential inflation continuing on, we will see a time in the future where even the lowliest of jobs will be filled with college graduates. The future of credentialism paints a bleak picture for potential degree holders and future employees As credential inflation co ntinues to grow, its effects upon the debt of graduates and the amount of jobs available to them, has become more apparent.

Mushroom Fungi Nutritional Content Biology Essay

Mushroom Fungi Nutritional Content Biology Essay INTRODUCTION Mushrooms have been a component of our human diet since time immemorial. They were used as food before man understood the use of other organisms. Certainly mushrooms were one of mans most basic foods, and they were often considered an exotic and luxurious food reserved for the rich. Today mushrooms are food for both the rich and the poor. They can be grown anywhere as long as the conditions for their growth and cultivations are provided. The word mushroom may have different meanings and perspectives in different literatures and geographical territories. Mushroom is defined as a macro fungus with distinct fruit body that can be either epigeous or hypogenous and large enough to be seen with naked eye and to be picked by hand. Mushroom is the fleshy, spore-bearing fruiting body of a fungus, typically produced above ground on soil or on its food source. Mushrooms, a group known as fungi, lack chlorophyll and cannot therefore make its own food. It grows on dead organic matter either parasitically or symbiotically with other living organisms. Among the various mushroom species, button mushroom (Agaricus bisporus), oyster mushroom (Pleurotus species.), paddy straw (Volvariella species.), milky mushroom (Calocybe Indica) are most popular among the commercial growers. Mushroom which is a fleshy saprophyte fungus are found growing on damp rotten log of wood trunk of trees, decaying organic matter and in damp soil rich in organic substances. Edible mushroom are highly nutritious and can be compared with eggs, milk and meat. Mushrooms are rich in proteins, vitamins, and minerals and called as the vegetarians meat. Mushroom proteins are considered to be intermediate between that of animals and vegetables (Kurtzman, 1976) as it contains all the nine essential amino acids which is required for human body. Mushroom has a high protein content of 25-50%, fat (2-5%), sugars (17-47%), mycocellulose (7-38%), minerals (8-12%) and vitamins such as D, C, B1, B5, B6, niacin and riboflavin. Apart from serving as a protein food, for which they are most popular in Nigeria, mushrooms are also medicinal and have some biotechnology based functions. Many of mushrooms produce a range of metabolites of intense interest to the nutriceutical and pharmaceutical (e.g. antitumour, immunomodulation agents, and hypocholesterol-aemic agents) and food (e.g. flavor compound) industries (Chang, 2007). Many Asian countries use traditionally wild edible mushrooms as delicious and nutritional foods and medicine. Wild edible mushrooms are appreciated not only for texture and flavor but also for their chemical and nutritional characteristics (Sanmee et al., 2003). Cultivated mushrooms have higher protein contents and minerals, low in fat and rich in B vitamins, vitamin D, vitamin K and sometimes vitamins A and C. Because of its oyster like shape Oyster mushroom (i.e. Pleurotus species.) is commonly called as Dhengri in India. Genus Pleurotus belongs to family Tricholomataceae and has about 40 well-recognized species, out of which 12 species are cultivated in different parts of country. Pleurotus is an efficient lignin-degrading mushroom and can grow well on different types of lignocellulolosic materials. Cultivation of this Mushroom is very simple and low cost which gives consistent growth with high biological efficiency. Different species of Pleurotus can grow well in variable temperature conditions; hence they are ideally suited for cultivation throughout the year in various regions of tropical country like India. Among the Pleurotus species, P. sajor caju had been widely studied for the cultivation followed by P. ostreatus. These studies mainly concentrated on the cultivation on wastes of forest and agricultural plants. Almost, all the available, lignocellulosic substances are likely be us ed as substrate for Pleurotus species. Cultivation with slightly variation in the range and combination of the substrates in different part of world based on their availability in abundant and being cheaper in the respective region. The technology can also limit air pollution associated with burning agriculture wastes as well as to decrease environmental pollution due to unutilized agricultural wastes. Pleurotus species represents the third largest group of cultivated edible mushrooms in the world, grown on a variety of plant residues, and they have been found to be nutritionally and gastronomically important. They may be cultivated on a large number of substrates, according to local availability in different regions of the world. Most of these studies focused on the higher yield and quality of fruiting bodies of Pleurotus sp. with respect to cultivation times. The cultivation of edible mushrooms offers one of the most feasible and economic method for the bioconversion of agro-lignocellulosic wastes. One of the advantages of the Pleurotus group is their ability to grow on lignocellulosic substrates without the need for a composting or casing layer. Production techniques for these basidiomycetes are well developed and are relatively simple, compared with those used for the most commonly cultivated mushroom. Pleurotus mushrooms, commonly known as oyster mushrooms, grow wildly in trop ical and sub-tropical areas, and are easily arti ¬Ã‚ cially cultivated. They are healthy foods, low in calories and in fat, rich in protein, chitin, vitamins and minerals. They also contain high amounts of ÃŽ ³-amino butyric acid (GABA) and ornithine. GABA is a non-essential amino acid that functions as a neurotransmitter whereas ornithine is a precursor in the synthesis of arginine. Extract of P. ostreatus was able to alleviate the hepatotoxicity induced by CCl4 in rats and also the extract from P. ostreatus appeared to protect major organs such as the liver, heart, and brain of aged rats against oxidative stress. There are about 40 species of Pleurotus mushrooms and they ranks second among the important cultivated mushrooms in the world. The mushroom cultivation is a profitable agribusiness and Oyster mushroom (Pleurotus ostreatus) is an edible mushroom having excellent flavour and taste. It belongs to class Basidiomycetes, subclass Hollobasidiomycetidae, order Agricals. It grows wild in the forests of hilly areas and is cultivated in temperate and subtropical regions of the world. The technology of artificial cultivation of mushroom is somewhat recent innovation; incorporation of non conventional crops in existing agricultural system can help in improving the social as well as economic status of small farmers. Mushrooms are the source of extra ordinary power and virility and have medicinal properties like anticancerous, anticholesteral, antitumorous. Mushrooms are useful against diabetes, ulcer and lungs diseases. It can be grown on agricultural and industrial waste. These wastes can be recycled into food and environment may be less endangered by pollution (Hayes, 1978). Mushroom cultivation is highly labour intensive, short duration crop and land saving, can be welcomed by the poor farmers. At present mushroom production is approximately 1.5 million tons in the world. Every year about 90 tons of mushrooms are exported to Europe from Pakistan. There is need to develop diversified agriculture in the Pakistan. It is unfortune that in Pakistan and Azad Kashmir they have not caught the imagination of the public at large scale to become an important food item, perhaps the reason for not being taken up widely is non availability of mushrooms at low prices and lack of knowledge. The farmers should come forward to cultivate edible mushrooms like Pleurotus ostreatus (Oyster mushroom) on commercial scale to fulfill the requirements of balance diet. The major problem associated with the transfer of technology for mushroom cultivation is the lack of technical know-how for its cultivation. During an investigation of the cultivation of mushroom on agricultural residues, it was found that rice husk sorghum stover, saw dust, cotton waste, cocoa bean shell, and sawdust Gliricidia mixture are suitable substrates for the cultivation of edible mushroom. Oyster mushrooms (Pleurotus species), the third largest commercially produced mushroom in the world are found growing naturally on rotten wood material. The growing increase in consumption of oyster mushroom is largely due to its taste, medicinal and nutritional properties. Pleurotus ostreatus is one of the most produced species, cultivated mainly on sawdust. The unavailability of sawdust and the fact that felling of trees in most regions of the world is prohibited makes it imperative that other sources of substrates be utilised for its cultivation. In the tropics and sub-tropics, large volumes of unused lignocellulosic byproducts can be found. These byproducts are left to rot in the  ¬Ã‚ eld or are disposed o ¬Ã¢â€š ¬ through burning. Cultivation of mushrooms on these by-products may be one of the solutions to transforming these inedible wastes into accepted edible biomass of high market value. Oyster mushrooms are grown from mycelium (threadlike filaments that become interwoven) propagated on a base of steam-sterilized cereal grain (usually rye or millet). This cereal grain/mycelium mixture is called spawn and is used to seed mushroom substrate. Most spawn is made with mycelium from a stored culture, rather than mycelium whose parent was a spore. This is because spores are likely to yield a new strain and performance would be unpredictable. Spawn-making is a rather complex task and not feasible for the common mushroom grower. Spawn of various oyster mushroom species may be purchased from commercial spawn makers who usually provide instructions for its use. Spawn frequently is shipped from the manufacturer to growers in the same aseptic containers used for spawn production. Inoculum for spawn production is frequently produced in polyethylene bags containing a microporous breather strip for gas exchange. Most commercial spawn production companies produce spawn only from inoc ulum that has met strict quality control standards. These standards include verification of inoculum production performance before it is use to produce spawn and insurance of the spawns biological purity and vigor. Mushroom has high protein content of 25-30% and also compasses of Fat (2-5%) my cellulose (7-38%), sugars (17-47%) mineral (8-12%) and vitamins such as D, C, B ,B1 ,B5 ,B6, Nicin, Riboflavin. The known species of fungi are about 69,000 of which about 10,000 species are fleshy macro fungus and only few of these are lethal. About 2000 species are regarded as prime edible mushroom but only 80 of them are grown experimentally ,40 species are cultivated economically and only 20 species are cultivated commercially (Chang, 1999). There are numerous types of substrates used for cultivation of mushroom throughout the world but some important substrates include paddy straw, wheat straw, cotton waste, cotton boll locules, maize straw and chopped leaves etc . It has been reported that mushrooms can grow on chopped cocoa pods, cotton waste, dried chopped maize straw, oil palm (fiber and bunch) wastes, tobacco straw, used tea leaves, rice straw, sugarcane bagasse, newsprint, old rags and sawdust. Pakistan is an agricultural country having 70% of its manpower engaged directly or indirectly in agriculture sector but unfortunately we are not able to sustain our agriculture on strong basis. It requires a long term planning to increase our area under cultivation converting baron and arid areas into fertile lands. In such circumstances small cottage industry like mushroom cultivation as well as commercial cultivation will not only ameliorate the miserable conditions of our poor farmers but on the other hand will become a source of foreign exchange. Oyster mushroom is quite easy to cultivate is compared to its other relatives and has more nutritional and medicinal value as compared to vegetables. Oyster mushroom cultivation can play an important role in managing organic wastes whose disposal has become a problem Malnutrition is a problem in developing countries, Mushrooms with their flavour, texture; nutritional value and high productivity per unit area have been identified as an excellent food source to alleviate malnutrition in developing countries. The oyster mushroom Pleurotus species is a saprophytic fungus commercially cultivated throughout the world because of its tasty basidiocarp and simple cultivation technology. It is also one of the choicest white rot fungi for research scientists to investigate. Pleurotus species lignocellulolytic enzymes for bioremediation (Arisoy and KalanKayan 1997) its flavour compounds, (Mau et al., 1998). Oyster mushrooms are mainly cultivated on residues from agricultural crops such as wheat, paddy, cotton, sugar cane or soybean. Consumption of edible mushrooms as food and drug is closely related to the history of mankind. Recently, oyster has been added to the list of commercially produced mushrooms. Edible mushrooms are cultivated worldwide under various climatic conditions. Their total annual production in the world is well over 1.2 million tons. These mushrooms are grown on commercial scale in several countries. However, no systematic start has been made to grow them in Pakistan, which has varied climatic zones and abundance of manpower and agro-waste resources. There are about 5000 different species of mushrooms, of which at least 1220 are reported to be edible.

Impact Of Social Networking In The Airline Industry Marketing Essay

Impact Of Social Networking In The Airline Industry Marketing Essay Social Networking is increasingly emerging as an essential communication tool for the travel industry. The growth of social networking phenomena in the Airline industry initially commenced through sites such as Facebook, Twitter and Myspace since it has been growing with more professionalism with the turn up of new industry specified social networks (e.g., Tripadvisor.com). Without much research on how to engage with potential customers, many airlines have started using Twitter streams. Addressing the customer concerns and complaints is not possible by many airlines on social networking sites since they do not have any defined strategy. (Kirby, 2010). Over 2000 airlines operate more than 23,000 aircrafts, providing service to over 3700 airports in todays Global Airline Industry. The worlds airlines flew almost 28 million scheduled flight departures and over 2 billion passengers were carried in 2006. Over the past 30 years, the growth of air travel has averaged 5% approximately, with annual variations due to the differences in the economic fluctuations and circumstances in different regions of the world. The total revenue for the industry expected by IATA will be about $545 billion in 2010, rise of 13% from $483 billion in 2009. Every corner of the globe has been served by the international airline industry which has contributed in the creation of a global economy. (IATA, 2010a) As many authors have researched about social networking no such book or an article has described social networking impact in the Airline industry perspective. A better understanding of social networking has been brought out in this paper. Evaluation of social networking with the airline industry throughout this research will be an essential platform since most of the companys fear from embracing social networking. The impact of social media on airlines and the directions for successful deployment of social media have been detailed in the report. The aim of this report is to educate and help Airline companies to formulate strategic responses for a brand and distribute opportunities since social networking has being taken into consideration as a marketing tool. Sharing and gathering of exclusive information through social networking helps to decrease the advertising budgets and in return increase the revenue and build brand loyalty. Methodology of the Research The intention of this research is to prove that the Airline industry has a great potential in social networking as it cant be ignored in 2010. As few major airlines such as JetBlue, Virgin America and British Airways have started social networking which has changed their process fundamentally by improving customer satisfaction, reducing costs and increasing brand loyalty. Through an inclusive literature review by following academic literature, white papers, popular media, journal articles and books, the following areas which are associated with social networking on the Airline industry have been explored Critical research about social networking emergence with the purpose to establish the potential impact of it on the Airline industry. To find out how social networking will change the Airline consumer behavior and what should be the strategic response from the industry in response to these changes. What marketing professionals should do to find their feet in the social networking arena in terms of their skills, attitudes and behaviors? In order to ensure credibility, reliability and viability of information which have been used for this article, comparison of that information has been done using different similar sources. Accuracy of that information has been evaluated in the Analysis of Included References (9.0) of this document. Industry Analysis European airline giants such as Cathay Pacific, Emirates, US Airways, Japan Airlines, Air France-KLM and Southwest Airlines have dominated the airline industry. Over 2000 airlines operate more than 23,000 aircrafts, providing service to over 3700 airports in todays Global Airline Industry. The worlds airlines flew almost 28 million scheduled flight departures over 2 billion passengers were carried in 2006. The Airline Industry is an intensively competitive market which was negatively affected by the economic downturn and hike in the oil prices over the past two years. The Airline Industry saw a loss of $16 billion in 2008 followed by $9.9 billion in 2009. According to IATAs most recent financial forecast, carriers are projected to earn $2.5 billion in 2010. (Refer Appendix I for further details) Source: ATW World Airline Report 2010 Figure 1: Revenue/Expenses vs. Net Profits by Year Figure 2: International Passenger and Freight Growth Figure 3: Number of Scheduled International Passengers Carried in 2009 Impact of Social Networking in the Airline Industry Social Networking, incorporating Web 2.0 technologies, has been credited with the ability to expand social contacts, accelerate business processes, improve customer relations, cost-effective recruitment of high-caliber staff and the improvement of morale, motivation and job satisfaction among staff (MessageLabs, 2007a). Is Social Media Evolution or Revolution? Since social networking is emerging and has hit its tipping point, conventional networking sites are cannibalizing and competing with each other for members (Neisser, 2008). Today, Web 2.0 is extremely changing customers expectations and behaviour. Social networks such as Facebook, Myspace, and YouTube etc. will change industries than the Internet since they allow customers to communicate with each other, without the involvement of companies (Boynes, 2008). Figure 4: Growth of Facebook by Country and Top 10 Social Networking Sites Source: Nielsen/NetRatings Report, 2009/2010 Liveliness of Social Networking in the Airline Industry Why? As Social networking in a corporate context will become impossible to be ignored in 2010 most of the major airlines have started using social media to re-invent and enhance their clients facing parts which they were doing on a one to one basis. Most of the airlines have created a Facebook or Twitter fan page in regards to this as a start but no one seems like getting the potential out of it by doing active social networking. Social media reveals many transformative opportunities within the airline industry. The Industry is using social network sites to simplify customer contact and response by proactively monitoring and responding to the online chatter. How? The immediate social media based feedback elevates stress and tension for the flyers who have lost their luggage or missed a flight. UKs low cost carriers such as easyJet has over 45,000 followers on Twitter, where Virgin Atlantic and airBaltic have 8000 and with 8500 followers accordingly (Field, 2008). Facebook has been used as a platform by American Airlines in which they have launched Travelbag where the users are able to share their travel experiences and plans and also set up countdowns for upcoming events or trips. According to the airline, they are trying to differentiate and segment its passengers along with identifying their buying habits. Social Networking the Catapult for the Airline Industry Presently, the entire world is evolving towards technological know-how with continuous improvements in ICTA developments in many industries. Airline/Aviation industry has driven a massive growth in all over the world due to ICTA development which has influenced recently. The 12th annual SITA/Airline Business Airline IT Trends Survey, out of 129 airlines that took part, 56% expected an increase in IT spending next year, with only 10% expecting a decrease. As being recovered from the economic downturn, the survey shows how global cost pressures continue to influence IT strategies. Figure 5: ICTA Spending in Airline Industry Source: The Airline IT Trends Survey. 2010 The above mentioned ICTA trends are evident resources that infrastructure and spending are available to drive the change and impact which has been created by social networking Taneja (2008) Flying ahead of the airplane has mentioned that Social Networking/Media is increasingly emerging as an essential communication tool for the travel industry. The growth of social networking phenomena in the Airline industry initially commenced through sites such as Facebook and Bebo since it has been growing with more professionalism with the turn up of new industry specified social networks. Presently people are looking to complete their activities via their mobile phones. With the arrival of social networking it has become an essential part of their life as they get used to mobile social networking. This is a potential impact for the Airline industry as they have already started online digital marketing such as E-tickets, E-flyers, etc. How Consumers Drive the Fundamental Change With the growth of the internet many firms use online consumer reviews as marketing tools which are also strategically manipulated since it can help the consumers to discover quality products (Dellarocas 2003). According to a survey by an Internet marketing Research Company comScore (2007), 24% of the internet users access online reviews before making payments for services delivered offline. Li and Bernoff (2008) argues that the consumers expect 24 hours customer service capabilities along with broad self-serve online options. Return on Influence would be another suitable theory in the matter of WOM and Marketing should be strategically carried out by influencing and identifying those who have the most influence over others (Brogan and Smith, 2008). Around 60% of the worlds population visit social networking sites such as Facebook and MySpace or blogging sites as according to the Nielsen Global Online study. Figure 6: Global Social Network Traffic Source: Nielsen/NetRatings Report, 2009/2010 Traditional behavior before the introduction of social media Before social networking became an intermediate support for the airline passengers, they have been gathering information, planning their trips and reserving their tickets through particular airline companies or travel agents. Customer service was also not regular, identical and reasonable among all passengers. Flight availabilities, delays etc. couldnt be informed to consumers. The places such as blogs, forums and specialized websites were limited to talk about the negative and positive impacts which have been faced by the passengers. Traditional versus Online Consumer behavior Traditional ways of consumer behavior has changed fundamentally by social networking since it has overhauled traditional methods of communication with the use of Word of Mouth method to create a positive effect. WOM was considered as an alternative to the traditional marketing tools by several books. According to (Misner, 1999) it is a least understood strategy but yet effective. Since traditional ways of communication are diminishing, marketers are interested in understanding WOM (Nail, 2005). Presently mobile social networking has emerged to help social networking spread all over the world. According to Nielsen Mobile, the U.K. and U.S. stands ahead of many markets in mobile social networking. Social networks were accessed on phones by 1.6% of U.S. mobile subscribers and 1.7% of U.K. mobile subscribers in December 2007 January 2008 as compared to 0.6% in France, 0.2% in Germany and 0.8% in Spain. Figure 7: Personnel vs. Social Benefit in Social Networking Figure 8: Where Do Consumers Search Info According to a study done by  OTX Research  on behalf of  DEI shows that consumers currently obtain information of brands, companies or products with the use of social media. According to the Nielsen online report, users from each segment visit social networking sites as part of their normal routine activities. The emerge of social networking has exposed particular industry products and services and hence majority of the young users are the key influences and are involved in purchasing decisions rather than depending on their parents who were previously influenced with the traditional method. Figure 9: Use of Social Networking Sites by Age Source: Nielsen/NetRatings Report, 2009/2010 AISAS (AIDA) Model This model was another version of the traditional AIDA (Attention, Interest, Desire and Action) model to accurately describe consumer behavior on the internet. AISAS online consumer behavior model concept was developed by the Dentsu Group and it is being used since 2004 to describe online consumer behavior. Figure 10: AISAS (AIDA) Model Source: Concept developed by Dentsu Group How AISAS models Work with Social Networking Social networking sites have the ability to get the attention of consumers by displaying banners, information, etc as they cannot rely on traditional one-way methods of communication e.g. TV and print ads. Interested customers will be searching for more information to take decisions. This helps companies to spread their message for a low cost since interested consumers who are unable to buy the product can still share details through social networking as this model can work in many ways than the traditional AIDA model. In terms of communication it may work in four ways as explained in the above diagram. Social networking can be used to get the initial attention towards a company by publishing photos, videos, advertisements, current affairs and through connecting people. In order to hold the attention of the consumers, news articles, future promotions, travel packages, CSR factors and service information can be sent. Once the interest is built, promotions such as low cost tickets and other offers will make the consumers to search more information before taking decisions. This will enable to create desire and make their service believable and collect reasons to buy. Social networking can do this process predominantly as it can direct the consumers to e-ticket sites or a travel agent who is available online and make a purchase. Positive or negative feedback will be shared as per individual experience. Consumers can upload photos and share experiences with one another. Attention Interest Search Actions Share Consumer Satisfaction effects in Social Networking Airline Industries can increase the customer satisfaction with the help of social networking since it can provide better services, suggest or share ideas to others. Regarding the consumer behavior, companies have given more consideration to satisfaction. Figure 11: Conceptualized Model: Satisfaction effect of the consumer Why Consumers are moving towards social networking sites The passengers can make the best choice and get a clear picture of what to expect from each airline such as services and products E.g.-: meals drinks offered, in-flight entertainment, crew service standards etc. and also share their ideas by uploading pictures, videos and status updates about their personnel experiences on Facebook, Twitter etc. Figure 12: Technographics ladder: Consumer Behavior in Social Networking Source: Forrester Research, 2006 Internet ticket reservation has been accelerated by social media as most of the airline consumers are selling and promoting their tickets using social networks. E.g, JetBlueCheeps: A Twitter stream devoted to last-minute fares sales. There are uncontrollable events which cannot be prevented such as weather delays, union strikes etc. which causes a negative impression on the minds of the customers. Therefore the airline sites should be able to address such situations. E.g., The CEO of JetBlue went on Youtube and addressed the concerns of the people due to Snow storm delays which occurred on the 14th February 2007 which received a positive feedback. Why consumers are involving in Social networking With the availability of many touch points the consumers can make correct decisions with referrals and recommendations. Although there are some voices withholding assents with regards to social media as a marketing tool, social media have essential applications for customer relationship management programs, marketing campaigns and public relations activities. The following diagram describes how the Airline consumers are involving with social networking sites. Figure 13: Airline Consumer Involvement in Social Networking Benefits of social networking to the airline consumers Share their own ideas and plan trips with more ease Travel applications have been introduced by social networks such as TripIt and Dopplr Purchase air tickets at a low rate and get further discounts from social networking sites Disintermediation such as Travel agents More convenience and less time consuming to make the correct decision Get additional information about airline brands Greater expectations of customer service and managing relationships Free availability of valuable information Findings and Discussions Social Media platforms improve reach and promote campaign messages and airline industry activities. Through the research it has been identified it will be able to capture the public mood, emotion and knowledge about airline related issues. This will enable a range of opportunities to tailor messages and engage the public in a conversation about airline promotions with transparency which would improve loyalty and trust. Creating of a Facebook, Myspace, Twitter, Blog or forum under a company name is not social networking (Hernandez, June 2010). Presently most of the airlines have social networking but apart from few airlines majority are not doing active social networking which means they dont practice social networking components to build their market. Following are the few examples of how some major players actively engage in social networking. October 5th 2010 Malaysia Airlines won the Best Use Of Social Media To Drive Revenue Award at the inaugural Simpliflying-Airline Business Social Media Excellence Awards for Airlines. (Malaysia Airlines, 2010) As per facts/statistics that have been published in the previous chapters, the consumer behavior is changing very rapidly towards social media. In order to cope with these changes airline companies needs to have good strategies and specified skills from their marketing experts. (Please refer Recommendation section for further details.) Besides the famous conventional social networking sites there are airline specific websites, forums and blogs in different languages such as Tripadvisor.com, Flying.org, Aerhub.com, genflylounge.com, and Aircollector.com, etc With the ever shrinking global differences and the ever evolving technology highway, the airline industry has great potential to expand as the global opportunities have increased and the world is becoming a local market for all the businesses. This has paved way to increased travel opportunities, which could be targeted efficiently through the increased use of social media. Summary of the Research Paper According to the literature review, social media plays a significant role in the modern marketing world. Although there are some voices withholding assents with regards to social media as a marketing tool, it has essential applications for customer relationship management programs, marketing campaigns and public relations activities. As most of the Airline companies have not embraced social networking prominently there are potential opportunities which the Airline industry can snatch and make Social media as a marketing tool. With the emergence of social networking and mobile phenomenon behaviors, attitudes of customers are changing rapidly as they are looking forward for more convincing and unique customer services. To facilitate this fundamental change Airline companies must have to build a strong strategic response which can increase their company goodwill, market share and image by attracting more consumers. Special set of skills, attitudes and behaviors needs to be adapted by marketing professionals in the industry to make the best out of social networking. More research is required to articulate the accurate impact of social media on consumer awareness, behavioral change, nature of competition and B2B opportunities. Coordination of social media material and collaboration with airline companies at all levels of the government will become increasingly critical. Recommendations Social networking: Building the Airline industry Market Social networking has been able to revolutionize many industries by helping to build market share and earn more revenue since it can be used as a marketing tool. Airline companies would greatly benefit through social networking since it has a greater visibility into the customer needs and their opinions and facilitate quick and direct interaction. In 2007 the use of social networking deeply became popular among the internet users. (Nilesen, 2009). By the Airline industry, Social media marketing is taking off in a major way with sites like Facebook and Twitter E.g., Westjet have been investing in Facebook and Twitter during the past six months for opening and enhancing communication with the consumers (Field, 2008). Strategic Response to Emerge As a Social Marketing Pioneer Even though majority of airlines havent embraced social networking utterly, components of it such as online advertising is being used since longtime ago. Advertising will not be a good strategic response to emerge social networking in the airline industry. In order to reply to this fundamental macro theme the airline industry must have a proper strategy to get the potential of this which will open up new opportunities. According to a new forecast from ZenithOptimedia (www.zenithoptimedia.com), online-marketing will account for a greater proportion in the global ad sector in 2012 than it does now-17.1 per cent of overall ad spending in two years time compared with 12.7 per cent in 2009. Creating a buzz around services is the requirement for airline companies. It doesnt start from creating a Blog or creating a video, its a social media strategy that encompasses social media and word-of-mouth marketing. There are so many social marketing tools that can be used to fulfill the potential of internet business. Figure 14: Development of Strategies (Sims and Smith, 2003) According to the above mentioned framework when developing a strategy, Airline companies should consider three factors mainly. What Basis?: Every Airline company defines their basis (corporate main purpose) when it has been started such as cost leadership, differentiation, cost differentiation focus according to Porters generic strategy. Which Direction?: As social networking has become a frontier in communication, usage of proper social media can change the direction of Airline companies. According to many authors, consumers are embracing new media experiences with a staggering speed. How?: Airlines need to develop a technological savvy skill in order to drive the growth of social networking in terms of market development. This means that the marketing professionals should develop their skills and behavior in response to the emerged macro environmental theme. (Refer chapter 8.2 for further details) According to the Ansoff Matrix, by becoming a social media leader, Airline companies can develop their market since it is highly penetrated. Figure 15: Ansoff Matrix for the Airline Industry (Ansoffs, 1957) There are so many categorizations with the industry such as budget, low cost, premium, national and regional, etc. Requirements will always be different to each other. Following are the main factors that airlines should consider before compiling a market development strategy. What is the pitch and the strategic intentions Anticipation of the market development initiative (Awareness, sales and loyalty) Current Relationship with the passengers How is the current behavior in terms of social media The ways you are going to address them to build the market Execution and Identifying success Most of the airline companies are using traditional digital marketing steps such as email campaigns, online banners, etc. To get the use of social media they need to use digital marketing moderately in a different way. Figure 16: Change in Online Marketing Usage/Spending in 2009 (Source: Ad-Olgy Research, 2008) New Cynosure for Market Building, Customer Service and Goodwill A Market development strategy should be mainly backed up by social networking components. With this strategy more results with a less marketing budget can be expected than traditional marketing procedures. Many airline companies accept social media as emerging and a proper digital marketing tool. Figure 17: Social Networking Components (The Digital EcoSystem) (Infuz Whitepaper, 2010) How Social Media helps to build the Airline Market Figure 18: Traditional Process vs. Social Networking Process The following section will describe how social networking can be used as a prominent marketing tool to develop the market according to Ansoffs Market development strategy Identification of New Segments: Social networking has been used by many consumer segments which will enable to identify new customer segments other than targeting offline. (Please refer Figure 19) Take advantage: Opportunities to reach an audience would be by Blogging, Twittering and maintaining Facebook fan sites which would ease the decision making process and allow them to share ideas. Spark discussions: With social media, companies can interact with their customers regarding their thoughts about the operations of the company. Channels should be kept distinct: Channels such as blogs, Twitter, Facebook etc. can be used for spreading news, promotions etc. and enable the users to visit different outlets rather than sticking to one. Composition: It consists of the means which the message should be delivered such as channels, digital tools etc. Exposure: Once the digital tools are selected the organization needs to find the ways these tools need to be implemented. Content Ideas: This consists of the process in which the organization ensures that the public receives the message which can be through news feeds, promotions etc. Monitoring and Controlling: Gaining control and continuous monitoring of digital medium activities against set KPIs. Have fun: There should be fun as a team and it should help the company to position them as friendly, customer driven and a convenience Airline. Figure 19: Social Networking Site User Segments (Ofcom, 2008) How the Marketing Professionals Should Adapt to the Change As per the above discussions, social networking is emerging rapidly without any obstacles. Social networking components can be used as digital marketing tools such as online advertising, sharing, blogging, etc to increase the market share and brand loyalty. To keep competitive sales, marketing professionals need to keep their skills up-to-date and effective (Victor et al, 2009). Todays economical condition is extremely different to that of five, ten or twenty years ago. Long complex proposals and contracts are the norm these days. According to Cheverton (2004) there are few important skill types that marketing professionals should acclimatize according to the macro environmental changes occurring rapidly. Those are Communication Skills, Social Skills, Flexibility, Openness to Diversity, Thinking Skills, Personal Development and Learning Skills. Social media marketing will be unsuccessful if it doesnt match with the corporate culture or people are resistant to change. Following are the few of new skills, attitudes and behaviors which requires to be adapted by marketing professionals. Figure 20: Social Networking Skills, Attitudes and Behaviors Marketers should offer various competitive prices, promotions, and tactics in order to build their market. Skill/Attitude/Behavior Description Expert researchers A deep research would provide information for making the correct decisions and overlay a solid platform for doing the required tasks in order to develop a simple tactic or a social media plan. Business acumen The requirement for the growth of the business needs to be figured out and acumen social media tactics will fulfill it. Strategic thinking and planning If the company wants to target the right group of people, it is very essential to think beyond single tactics and instead take all the tactics which can help to achieve the objectives. Strong journalistic writing and storytelling Communication leads to success in social media which in turn creates an opportunity for businesses to share their stories directly with the people. Video/Image production Videos and images should be uploaded on social networking sites to attract consumers. Innovative and Creative Innovative ideas needs to be generated in terms of advertising, networking, connecting people, etc. Relationship development Social media relationship development is all about the value the brand can give to others rather than the benefit others can give to the brand. Experts in social media platforms Expert knowledge in social media should be adapted by marketing professionals to build their company. Self-Directed Learning In order to stay competitive in the market, further learning about social media can be completed by supporting groups and discussions, reading blogs and visiting sales training web sites. Restive Curiosity People in every industry are very curious and restless regarding new developments and are always finding new alternative ways to accomplish tasks. Analysis of Included References Source Description Credibility Reliability Merits Relevance Principles of Marketing This book looks at the major decisions that marketing Managers face in their efforts to balance an organizations objectives Many peer reviews specially from industry experts, CEOs Authors: Philip Kotler, Gary Armstrong, Veronica Wong, John A. Saunders (Written by well know masters in the marketing arena) High Marketing in Travel and Tourism This book aims to guide and support readers through the complexities of tourism marketing in the 21st Century. The report has been reviewed and used content for other publications Illustration: 4 Editions Butterworth-Heinemann (well known publisher) Authors: Victor Middleton has been an independent management consultant, academic and author since 1984. Professor at Oxford Brookes University and the University of Central Lancashire. Medium Journal of Marketin