Changing Roles of Worker Research Paper Example | Topics and Well Written Essays - 500 words

Changing Roles of Worker - Research Paper Example Their work is unseen and much of it is mental. The knowledge worker is famous for making judgment calls and decisions and being paid handsomely in some cases to do so. This report will be centered on the managers and leaders who are guiding the knowledge workers and how their roles may be shifting from what that has been like supervising the traditional workers. There has been a shift noted in roles from boss or supervisor to player/coach as argued by Davenport. Davenport proposes that those managers that understand the knowledge workers’ wants and needs can get more from the people, communicate more efficiently, and lead a â€Å"managerial revolution† (p. 3). The shift in roles, from boss to player/coach is coming about. Johnson cites Davenport again stating rather than supervising the work, the manager of a group of knowledge workers will come from the group of workers and be one that is also performing the work. Hierarchies will be shrinking as they become networks a nd communities of knowledge resources. Rather than hiring and firing, the managers’ job will be to develop and train the new staff.

Tsunami Maldives Essay Example for Free

Tsunami Maldives Essay Natural disasters act as strong bonds to join the hearts of people even if they live poles apart. Irrespective of caste, religion and creed, everyone sympathise with the victims and comes forward to help them. Helps pour in from every corner of the world. Even persons who have little idea about the locations where such disasters occur, offer their wholehearted support, be it monetary or simple condolence messages. I have chosen this topic because of its sensitivity. It is very necessary to highlight the issues which are very crucial from humanitarian point of view. Tsunami in South Asia created havoc and caused widespread devastation. As an educated and responsible person, I volunteered to work for the needy people. I actively took part in the rescue and relief operations in Maldives. I performed my duty to my home country as well as to the mankind. It is always seen that volunteers always take the initiatives to participate in the rescue operations much before the official machinery reach there. It is a unique example how the tragedies unite people emotionally. Such tragedies make the national boundaries irrelevant. In such terrible times, we only remember one thing that we are human beings and offer physical and moral support to our fellow brethren who are suffering at the moment. I could not have chosen a better topic than this one. Rather than writing on my works, I have focused on how people from all sections of society join hands to help the people in distress. Humanity plays a great role in such incidents. Importance of volunteers and workers in such disasters cannot be undermined. It is necessary to make people aware of their responsibilities as human beings. Everyone should know about the impact of such disasters on the affected people who go through traumatic experience. The difficulties experienced by the official machinery in helping the affected people clearly emphasise on the need of volunteers in such incidents who are always in a better position to reach the victims immediately. Tsunami in South Asia A devastating earthquake occurred off the West Coast of Northern Sumatra (Indonesia) on 26 December 2004. It magnitude was measured at 9.0 on the Richter scale. Another earthquake of magnitude 7.3 occurred in the Great Nicobar Islands, India. These two earthquakes triggered Tsunami in South Asia. A series of aftershock were reported in this region. The worst-affected countries by Tsunami were India, Indonesia, Maldives, Sri Lanka, Thailand and Malaysia. The 30 feet high tidal waves or Tsunami that travelled at the speed of up to 500 miles per hour, caused massive destructions all over (Behreandt, 2005, p. 4). Maldives was one of the countries in South Asia, which was affected heavily by the killer Tsunami waves. Maldives comprises of 199 islands in the Indian Ocean. It has a population of around 300,000. The geographic position of Maldives makes the transportation system a little bit complex. Boats and Ferries are the prime mode of transportation between the islands in Maldives (Behreandt, 2005, p. 16). When Tsunami struck, it damaged most of the boats, ferries and jetties. Falling trees and damaged houses blocked the public transport system. It became tough to rescue the victims who were stuck under the debris. The government machinery was completely paralysed as it was never prepared to deal with such a situation. It did not have the resources and immediate manpower to help the victims. Isolation of places and problems in transportation aggravated the situation further. Bad weather hindered the rescue and relief operations. Agencies such as Red Cross, Red Crescent and others found it difficult to provide immediate relief to people who lived in distant places. Several areas in Maldives were without power and water due to the damage caused by Tsunami. There were several tourist resorts in Maldives which were completed damaged. Heavy Destruction Rescue Operations in Maldives At the time of Tsunami, I was in Maldives due to vacation. My mother was in one of the most affected island (TH VILUFUSHI) during tsunami. But it was not possible for me to go there as all the communication links were cut off. Although I was disturbed and panicked for the well-being of my mother, I knew I could only pray for her safety. Situation around me was tense and horrible. Death toll was mounting and people are not getting the help they desperately needed at that time. Official machinery was not effective and other agencies were finding it difficult to reach the affected areas. In such a situation, there was need of volunteers who could understand the geographical conditions very well and offer helping hands. I joined the group of volunteers in the rescue and relief operations. Maldives was experiencing the worst disaster in its history. There was panic and grief all over. Our main focus was to save as many lives as possible. We dig out the debris to look out for the survivors. We had witnessed people crying under the debris for help. It was not easy to rescue the survivors safely as they were already injured and we had to pull them out with proper care and caution. I remember one incident when one of my co-workers got himself injured during the rescue operation. He was hit by a large stone on head and bled heavily. We immediately rushed to his help with first-aid. But he urged us to ignore his condition and help the victims who had been affected badly by the killer Tsunami and needed immediate attention. That incident filled new spirit in us and made us more determined. Role of Volunteers in the Tsunami Relief Operations Although the death toll in Maldives was 82, there were many people who would have died without the rescue operation undertaken by volunteers. Volunteers played a major role in locating the survivors and providing them food and medical aid. It was really heartening to see the youth volunteering in the operation without any self interest. Our group was comprised of 20 people and we carefully carried out our operations. Our first priority was to recover, identify and bury the dead. We provided emergency food, water and shelter to displaced people with the help of NGOs and other foreign agencies. We experienced a series of problems in burying the dead as many of the bodies were beyond recognition and could not be identified. There were several people who were crying and looking for their family members and relatives. We tried our best to help them in identifying their deceased relatives and then burying the bodies. Sometimes, we got distracted by the emotional experience around us. But we knew we had to keep patience and help the survivors who were completed stranded without any basic amenities. I remember a 12-year old boy who lost all his family members and was crying bitterly. He had lost everything in the disaster and was clueless about his future. There were several such incidents which occurred before us and other volunteers. While the rescue operation was going on, I got the news of safety of my mother. It boosted my confidence and filled new spirit in me. I was determined of doing my best to help people of my country at the time of disaster. My country was going through the worst-phase of its history and it desperately needed volunteers like me. Once the debris was cleared and all the survivors were rushed to safe places, we had another challenging task in hand. It was very necessary to clear the mess created by the Tsunami. Broken houses, debris, falling trees and contaminated water would have resulted in deadly epidemic like situation. With the help of government officials, NGOs and other foreign agencies such as Red Cross and UN volunteer groups, we worked on a war-footing to restore the water and power supplies. We had launched a cleanliness drive to purify the water and improve the sanitation facility. It was really surprising to see a large number of volunteers participating in such operations. Role of Foreign Groups and Agencies in the Tsunami Relief Operation The overwhelming response received from governments, charities and NGOs of foreign countries had provided a great support to the rescue and relief operations in Maldives. There were several such groups and agencies that played an important role in helping Tsunami-affected people. The death toll in Maldives would have been much higher without the help of volunteers who came to rescue of the victims and survivors. The United Nations Volunteers (UNV) programme, in coordination with United Nations Development Programme (UNDP) and the Bureau for Crisis Prevention and Recovery (BCPR), had deployed teams of UN Volunteers in Tsunami-affected countries. Their aim was to help governments and other UN agencies provide relief to thousands of people who lost their homes and family members. The UNV sent its team of volunteers who worked along with the local people in the rescue and relief operations. They mainly work for the rehabilitation and restoration of the fishing villages devastated by the Tsunami in the islands of Maldives (Behreandt, 2005, p. 24). RedR is one of the agencies which played an active role in the Tsunami relief operations. It deployed logisticians, engineers and camp managers in Maldives. It provided selected relief personnel to clear the areas and rebuild them. Australian Volunteers International (AVI) worked in areas affected by the tsunami. Many of the volunteers had expertise and experience in handling such type of operations. During the rehabilitation process, AVI launched a project to tackle the shortage of teachers in Maldives (Behreandt, 2005, p. 25). Another volunteer organisation, Voluntary Service Overseas (VSO) launched a number of projects such as the educational sector grant initiated by the Development Cooperation of Ireland. It provided library books and facilities to 27 tsunami-affected schools. It also trained 230 teachers in 20 schools across the Maldives. Another key voluntary organisation was Friends of Maldives (FOM) that sent over 100 tons of medical supplies, food, clothing and tools to Maldives. FOM is the major NGO bringing aid to the Maldives aftermath Tsunami (Behreandt, 2005, p. 25). Rehabilitation Process According to the government estimates, more than two-thirds of the population in Maldives were affected by Tsunami. Fifty per cent of houses in Maldives were affected. Communication links, jetties, power supply, hospitals and sewerage system had been heavily hit. Transportation to the islands had become more difficult. The government had little resources to cope with the situation arisen after Tsunami. The President of Maldives declared a State of National Disaster and called for international help. Several countries and foreign agencies responded with the financial aid. Donations of food, clothing, medicine, tents, blankets and other necessary goods poured in. However, it was necessary to distribute these relief materials among people. It would not have been possible without the help of volunteers. We coordinated with the local officials and a team of Red Cross workers who developed an effective psychosocial program in the Maldives. The main focus of the psychosocial program was to address the physical, mental and social well-being of the Tsunami-affected people in Maldives. We took the initiative of providing community support to families. After the disaster, children were too scared to go to school. Once the school buildings were repaired, we met their parents and convinced them to send the children to school. With the help of other agencies, we provided them food, clothing and books. There was shortage of teachers in the schools. Most of us volunteered to assist the teachers in our spare time. I also took part in the teaching programmes and taught in two schools on a part-time basis for a few weeks. Red Cross played an important role in the rehabilitation work. Besides launching psychosocial programs and providing educational support to the children, it reached the local women groups that were active in the society. Red Cross believed that providing support to women would benefit their families and children. It launched mass awareness programmes to persuade people come out of their home and work to earn money for their families. Due to the joint efforts of Red Cross and local volunteers, more than 13,000 people were assisted by the psychosocial programme. The Commonwealth provided medical assistance to the Tsunami-affected Maldives. Doctors from the Commonwealth countries were brought to Maldives to provide adequate treatment to the injured people. Doctors with expertise in orthopaedics, paediatrics, general surgery, obstetrics, gynaecology and medicine joined the team of volunteers under the Commonwealth Service Abroad Programme (CSAP). They coordinated with the local staff for the development of rehabilitation health programmes (Behreandt, 2005, p. 26). Teaching the children was a great experience for me. It was a tough task to motivate the students who were already going through the traumatic experience of Tsunami. They could hardly concentrate in study. Our first priority was to help them regain their confidence. We were trained with child-centred teaching techniques. The new techniques involved bringing the children into groups and wiping out the fear from their mind. Rather than going for the traditional way of teaching methods, we tried to create a child-friendly environment. That worked perfectly and they soon started forgetting the bitter memories of Tsunami. They felt more comfortable in groups and became more open. We introduced games, competitions with rewards and other entertainment programmes to add fun to their life. It was a great achievement for us as we succeeded in bringing smile to the faces of the horror-stricken children. Conclusion From my experience as a volunteer in Maldives, I realised the importance of working for the well-being of the needy people during disasters. The poor and helpless people desperately needed help in those hours of crisis. The role of volunteers becomes very crucial in such rescue and relief operations as the official machinery always find it difficult to cope with the situation. Its time for the youth to realise its full potential in life. They need to rise to the occasion to fulfil their obligation towards the nation and the mankind. Every responsible youth must understand the importance of volunteering during disasters. We understood our responsibility and did whatever we could for the benefit of the community. Our sincerity and dedication have been appreciated by everyone. Our work was purely based on humanitarian ground and we never expected anything in return. We had a one point agenda – to bring smiles on the face of people who lost almost everything in the disaster. Â   Bibliography Behreandt, Dennis. 2005. Swept Away: The Epic Disaster in Southeast Asia Has Taken Many Thousands of Lives. As Failures by the Involved Governments Attest, the Relief Efforts Are Best Left to the Private Sector, The New American, Vol. 21. Walls, Michael, 2005, Report: Review of Tsunami Recovery, 30 October 2005, http://www.reliefweb.int/library/documents/2005/trn-tsunami-24Jun.pdf. Winston, Stacy, 2005, The beginning of a Red Crescent National Society in the Maldives, 30 October 2005, http://www.ifrc.org/docs/News/05/05100501/index.asp. Mark, Amanda, 2005, Red Cross Programs Help Rebuild After Tsunami, 30 October 2005, http://www.redcross.org/article/0,1072,0_440_4091,00.html. Rice, Alison, 2005, Post-tsunami reconstruction and tourism: a second disaster?, 29 October 2005, http://www.tourismconcern.org.uk/pdfs/Final%20report.pdf. Dhivehi Observer, 2004, Tsunami waves flood Maldives, 30 October 2005, http://www.dhivehiobserver.com/tsunami_december_2004/day3.html. UN Office for the Coordination of Humanitarian Affairs, 2004, India, Indonesia, Malaysia, Maldives, Sri Lanka, Thailand and, Somalia Earthquake and Tsunami: OCHA Situation Report No. 4, 29 October 2005, http://www.globalsecurity.org/military/library/news/2004/12/mil-041227-un1.htm. Thomas, Dan, 2005, Tsunami offers schools opportunities for change, 30 October 2005, http://www.unicef.org/infobycountry/maldives_27300.html.

Civil Liberties Essay -- essays research papers

As Benjamin Franklin once said â€Å"A people who would trade liberty for security deserve neither†. I totally agree in that we as the people of the United States should not ask for greater safety at the price of liberty. I feel that the government does not have the power to limit our First Amendment rights. The people of this country hold the power and politicians are merely their puppets. These leaders can ask for all kinds of authority during a time like this but all it would take is a string backlash from the public for them to back down. What is it about a time like this that renders these rights so unnecessary? People fought incredibly hard and gave their lives for these standards and for us to discard them at a time like this is disgraceful.   Ã‚  Ã‚  Ã‚  Ã‚  These rights w...

A Brief Look to the Minority Issues in Turkey Essay -- turkish democrac

Currently, Turkey stands between the worlds of Europe and the Middle East, in other words West and East. As Turkey prepares to join the EU, the county’s problematic relationship with democracy needs to be re-examined. Under Turkey’s current system, in operation for nine decades, the country has not been able to establish a stable democratic regime. Since the beginning of the republic, Turkey has created three constitutions. In addition, over the past 40 years, Turkey has faced four military coups or attempts thereof, the most recent in 1997. The EU is certainly not interested in the inclusion of a military state within democratic structures. Yet, as it stands today, the formal democracy of Turkey is notably weakened by its traditional reliance on a paternalistic military. Not only is the state of democracy in Turkey important in light of its EU application, it also carries vital international significance. If democratization can truly take hold and stabilize the country , Turkey could become a model state demonstrating the potential for congruency between democratic and Islamic values. Currently the Turkish Parliament (TBMM) is trying to make up the Republic’s first constitution without a military stance. It is evident for Turkey that without the elimination of Turkish military power from civilian life, there is no way to cure undemocratic problems within the country, for example, the recognition and protection of minorities. Since its establishment in 1923, the Republic of Turkey has faced severe minority rights issues. In that year, the allies (France, the UK, Italy, Greece etc.) and the new republic signed the Treaty of Peace in Lausanne, which included minority subjects. However, until today the parties of the treaty have acc... ...l under the category of either ethnic or religious minorities such as Kurds, Laz and Zaza...etc. Now, the groups along with their problems will be briefly examined. Numbers related to the population will also be provided. Works Cited Oran, B. Tà ¼rkiye’de AzÄ ±nlÄ ±klar: Kavramlar, Teori, Lozan, Ä °Ãƒ § Mevzuat, Ä °Ãƒ §tihat, Uygulama [Minorities in Turkey: Concepts, Theory, Lausanne, Domestic Law, Jurisprudence and Practice] (Istanbul, Ä °letiÅŸim, 2005) at 48-49. Oran, at 48. Will, K. Multicultural Citizenship: A Liberal Theory of Minority Rights (New York, Oxford, 1995) at 1. United Nations, ICCPR, Human Rights Committee, â€Å"General Comment No.31 [80] Nature of the General Legal Obligation Imposed on States Parties to the Covenant: 26/05/2004. CCPR/C/21/Rev.1/Add.13. (General Comments)† online: http://www.unhchr.ch/tbs/doc.nsf/(Symbol)/CCPR.C21.Rev.1.Add.13En?Opendocument

Movie Buff: Brave heart

When you are looking for a film with brilliance, value and entertainment at the same time, you should watch out for the movie Brave Heart. It is a story of clandestine, freedom, bravery and passionate love despite all of the circumstances. Brave heart is an epic drama of 1995 by Mel Gibson. The story is originally by the novel of Randal Wallace. The story revolves about how the protagonist, William Wallace dares to change the way of how England was being managed by King Edward I also known as Longshanks.William has been the forefront of the First War of Scottish Independence against Longshanks. The movie is indeed a catch. It does not have any dull moments or any flat lines all over the story. To serve as evidence, the movie Brave heart had won five academy awards at the 68th Academy Awards for Best Picture and Best Director. Gibson successfully delivered the movie simple and specific yet very substantial.The scenes are not that complicated, but you can easily understand its meanings and the story. There are no ironic phases where you have to comprehend and study it more. The story might be common and cliche, but it has been delivered fairly with brilliance. The movie is great. It is a story of passion and value. It is a flow where knowledge and entertainment had meet on the middle.

Redeeming the Environmentalist essays

Redeeming the Environmentalist essays Sider hit the mark when he writes in his article that there are gaping holes in the ozone layer, polluted rivers, expanding deserts, denuded mountains, air-poisoned cities, and spiraling carbon emissions producing global warming. This present day ecological disasters are here and now and mankind must stop thinking that since we alone are created in the image of God, we have the right and privilege to destroy what God has given as to lord over nature and the environment. By lording over does not mean abusing the bounty of the earth but nurturing it in the spirit of what God has ultimately planned for us. The article is an excellent juxtaposition of science and theology whereby religious are called to awareness that there are biblical truths to how we should manage the earth. These truths comprise biblical statements where: Human beings alone are created in the image of God, and we alone have been given a special dominion or stewardship... By stating the stewardship portion means the wise management of resources around us and not necessarily to squander needlessly. It is in this supposition that we can state that one way of protecting the environment is to have not a human centered world view but a God-centered one where our fear and respect for God will enable us to appreciate the creation he has given us and manage it for the betterment of mankind not the attainment of worldly goods that breeds greed. Thus it is correct to state that the first (and foremost) purpose of nonhuman creation is to glorify God, not to serve us and if we do not respect and manage the nonhuman creation, we are actually relieving ourselves from glorifying God and respecting His words on how we should take care of His gifts to mankind. And is it not a grave sin when we do so instead of worshiping Him via respect for His creations human and nonhuman? Only if we...

A General Anasthetic Drug Sciences Essay Example

A General Anasthetic Drug Sciences Essay Example A General Anasthetic Drug Sciences Essay A General Anasthetic Drug Sciences Essay A general anesthetic is best defined as a drug capable of bring oning a reversible loss of esthesis, consciousness and mobility. Diethyl ether, used by William Morton in 1846 to execute a painless tooth extraction was the first good documented historical instance of a general anesthetic being used for both its anodyne belongingss every bit good its anesthetic map. Prior to this, nevertheless, ethyl alcohol had been used for many old ages as a method of dulling the patients esthesiss before surgery. The mechanism behind the analgetic and amnestic effects of ethyl alcohol and other anesthetics has long been thought to affect a transition in map of neural membrane proteins, nevertheless, throughout history many erroneous theories have gained false acceptance and the precise mechanism of ethyl alcohol and modern general anesthetics still remains an issue of contention. It is ab initio of import to divide and clarify more clearly the actions of general anesthetics as both an analgetic, and an effector of both consciousness and mobility. To analyze the difference between hurting and nociception, we must ab initio understand the slightly intertwined terminology by specifying exactly what we mean by both footings. Essentially nociception specifically refers to the nervous procedures of encoding and treating noxious stimuli , in kernel the physiological determiner behind the esthesis of pain.1 The 1960 s work by R.Melzack and P.Wall was the first to set up the footing of our current position of hurting, mentioning controlled gate theory as the method behind nociception. In so making, their work rebutted the two traditional reciprocally sole theories of hurting ; specificity theory ( which envisioned hurting as a specific mode ) and pattern theory ( which claimed that hurting was a response to intense stimulation of non-specific receptors ) . It is of import to observe that the traditional theories behind the esthesis of hurting do besides try to analyze nociception but fail to adequately explicate the nervous mechanism. The Melzack-Wall gate control theory provinces that the substantia gelatinosa modulates the sensory nerve forms. In so making the theory was successful in incorporating afferent upstream procedures with motorial downstream transition from the brain.1 It is hard to pull a clear and precise differentiation between anesthetics and anodynes as many anesthetics have analgetic belongingss, although this differentiation is made clearer with general anesthetics as few, if any, anodynes cause loss of consciousness if administered in appropriate doses. Some general anesthetics are capable of straight decreasing station operation nociception by moving on neural membrane proteins ( see below ) , whilst others produce the consequence of cut downing hurting by slaking centripetal responses such as force per unit area, proprioception and heat. It has late been speculated that some general anesthetics may even increase station operative hurting and so redness ( e.g. propofol and etomidate ) .2 Ethanol is an interesting drug in footings of its belongingss as a general anesthetic. Historically ethyl alcohol was administered to persons as a signifier of hurting alleviation prior to operations and had the consequence of dulling esthesis. This was in fact non straight impacting the nociception in an single but instead apparently cut downing their degrees of hurting by by and large dejecting activity in the nervous system moving more as an anesthetic than an analgetic. . Ethanol neer produced the effects of modern general anesthetic drugs in worlds, nevertheless, it is still often used in research affecting other smaller animate beings, peculiarly invertebrates as a signifier of general anaesthetic.3 Ethanol is known to impact both the cardinal and peripheral nervous system and deject the activity of both. For the intent of general anesthetics the prevailing consequence of involvement is that on the spinal cord and the encephalon. Probes into anaesthetic belongingss of ethyl alcohol on the spinal cord in rats indicate that a reversible depression in excitant post-synaptic potencies ( glutamate, AMPA and NMDA receptors ) is induced upon disposal of an equal dosage. Furthermore, the slow ventral root potency ( NMDA + metabotropic receptors ) and the dorsal root possible ( GABAAreceptors, via glutamate-excited interneurons ) are besides diminished.3 These responses are really similar in consequence to those induced as a consequence of the inspiration of modern general anesthetics used in worlds and exemplify the depressive consequence ethyl alcohol can hold on NMDA and AMPA receptor mediated transmittal. In add-on, it has been indicated that augmentation of GABAergic transmittal is countermanded by the depression in activity of interneurons as a consequence of suitably high ethyl alcohol concentrations. This demonstrates that the mechanisms of action of ethyl alcohol are widespread and many different receptors are affected. Contemporaneous surveies into the consequence of ethyl alcohol ( when administered in measures below those capable of act uponing alterations in receptor binding ) in rat encephalons indicate a less generalized mechanism of action and suggest that specifically Gs protein map is affected via the suppression of camp formation. These surveies play down the axial rotation of ethyl alcohol in act uponing the map of Gi and Go proteins, every bit good as GABAB ( and its related signal transduction ) and the adenylate cyclase system.4 This was tested by handling membrane cysts with an acidic solution which was known to bring on suppression of the map of the Gs protein entirely. The depressive consequence of ethyl alcohol on camp formation was abolished. Despite this, ethyl alcohol is typically viewed as a general fluidizer of membranes and is merely effectual in doing general anesthesia in big doses. Small concentrations of ethyl alcohol cause no important alteration in membrane fluidness. This possibly indicates that ethyl alcohol reduces the esthesis of hurting by moving as an anesthetic which explains its usage as an early pain-killer or analgetic for operations. I use this phrase really slackly here, as its analgetic belongingss arise as a effect of its system-generalised anesthetic qualities.5,6 It is deserving adverting that there is, to this twenty-four hours, no unequivocal and universally accepted mechanism of action of general anesthetics. There are, nevertheless, several ab initio established theories that have now been mostly discredited. The work of Meyer and Overton independently were the first indicants that general anesthetic ( such as isoflurane ) authority might be associated with lipid solubility. They concluded that the greater the lipid solubility of a possible anesthetic in olive oil, the greater its authority ( Fig1 ) .7 This lipid action theory was furthered in 1973 by the work of Miller and Smith who theorised that big, hydrophobic anesthetic molecules aggregate within neural membranes and bring on enlargement of the membrane due to displacement. This was thought to bring forth an anesthetic consequence by reversibly altering the morphology of trans-membrane ion channels ( Fig2 ) . The suggestion was that the molecular volume was the critical constituent of an anesthetic as opposed to the chemical construction. This is known as the critical volume hypothesis and is supported by the force per unit area reversal consequence ( increasing atmospheric force per unit area diminishes the efficaciousness of general anesthetics ) .8 These two theories were mostly disproved for legion grounds. Most convincing rebuttals centre on the fact that the supposed changes in membrane denseness could likewise be produced by little alterations in organic structure temperature without arousing anesthesia. Furthermore, many really lipid soluble drugs did non move as anesthetics, and some stereoisomers, despite holding the same oil/gas divider coefficients had radically different anesthetic effectivity. Evidence suggests that there is a correlativity between authority of anesthetics and lipid solubility, nevertheless, these theories do nt bespeak a lipid mark site. This theory is based on the sensitiveness of specific trans-membrane ion channels to changes in the force per unit area within the membrane. Soluble general anesthetics that collect within the bilayer are thought to act upon this force per unit area, doing a alteration in the conformational equilibrium of ligand gated ion channels and other such proteins ( as mentioned in the subdivision on ethyl alcohols above ) . This mechanism suggests that the specifying factor in general anesthetic authority is determined by its stereochemistry non the chemical construction, or lipid solubility entirely. The theory is as follows: ab initio upon an reaching of an action potency the cross sectional country of a Na channel protein is increased on the bilayer surface more than in the center. However, the presence of the anesthetic in the bilayer, and the subsequent deformation of force per unit area near the extracellular sphere increases the likeliness of the ion channel to switch to the closed pro vince as greater work is required to get the better of the higher force per unit area at the interface ( Fig3 ) .9 The modern lipid hypothesis suggests that anesthetics do non straight act upon membrane protein marks, but instead interrupt the force per unit area in the protein-lipid bilayer that acts as a go-between. This is a different and fresh transduction mechanism. It is eventually deserving adverting that many scientists still believe that the current lipid hypothesis does non to the full explicate the mechanism behind the action of general anesthetics, and some believe that a more specific membrane protein hypothesis ( similar to that of ethyl alcohol ) holds the key to unknoting the precise mechanisms of action of general anesthetics.

Why After School Jobs Are Benificail (Pursausive S Essays

Why After School Jobs Are Benificail (Pursausive S Essays Why After School Jobs Are Benificail (Pursausive Speech) AFTER SCHOOL JOBS In a world where getting ahead less of what you know and more of what youve done, I think that after school jobs for students are increasingly beneficial. I dont believe the myths that with a job there is no time for school work of extracurricular activities. I am a junior, I have had jobs since I was 15, I have never had my G.P.A drop below 3.2, and I have always been involved in at least three school activities. A teenager that has a job is more apt to be taught responsibility, learns more about money and gets a jump start on the real world after high school. One challenge that I have had to overcome, but ultimately grown stronger from is that of finding an appropriate time to finish my homework. I no longer take class time to work on my assignments for granted. While most of my friends who dont work usually go home and sit on their sofa for four hours before opening their bookbag, I have found that Friends and ER can still run their show without me watching, something I am afraid many of my peers have yet to discover. And shockingly enough it is possible to go for weeks without watching any television! Having a job has also taught me to respect authority. I have held jobs as a carhop, a waitress, and a grocery checker and sacker. Like most jobs that high schooler have, I am constantly around people. After being yelled at for undercooked steak or smashed bread, it is much easier to deal with rude people in other situations, I am much less likely to lose my patience and I understand that many problems and attitudes depend on circumstance. Many adults are also extremely impressed that is is automatic for me to address people older than me as maam or sir when I have a question or request. I think another positive was that jobs impact teenagers is that it teaches them about money. At the risk of sounding like a codjity old man, kids these days dont know the value of the dollar. I know many kids that are going to be in a world of hurt when Mom and Dad aren't there with their wallet to give them money to go out or buy their clothes and CDs. I now think twice before spending $115 dollars on a pair of shoes when I realize that will cost me thirty hours of working. I also have a better idea of what money buys and what things cost. After reading countless grocery totals everyday I am very aware that if I dont land a job in collage, I will be living off of Raman Noodles and the occasional Always Save hot dog. I look at taxes much different now, before I worked I didnt understand what all of the fuss was about. But after watching my meager paycheck melt away more every week, I understand why sometime the certainty of taxes seems like the more appealing option. After school jobs are great to prepare for life after high school. While I believe it is important to maintain healthy social life during high school, there aren't many collages or jobs that will accept you just because you are involved in every club offered. If you pick jobs responsibly, there is no reason while you cant stay active in school and work. I have not missed a football game yet in high school and I have been in every play put on by the school. Jobs prepare you for the world after school. After being a waitress I know I can find work in virtually any decent sized town in America. Because of my job I know that I cant just wake up in the mourning and go somewhere that I have not planned. Just like in the real world things must be planned weeks or even months in advance. If I need a job I know how to apply; I know how to pass an interview; I know how to impress authority figures, all skills I will need after I graduate. So for all of

Differences between Leadership and Management and Three Assignment

Differences between Leadership and Management and Three Characteristics of Each Concept - Assignment Example The paper tells that three main characteristics that go, to sum up, the position of manager are that they are impersonal, efficient and focus their attention and energy on the short-term results for the organization besides being efficient, orderly and open to taking risks. On the leadership front, the three chief characteristics they possess would be are flexibility, innovation and their objectives and strategies would focus on long-term goals. Though their goals may be the same, the marked difference is that leaders concern themselves with what things mean to people, while managers concern themselves about how to get people to make them perform better to achieve their goals. In the managerial cadre, there are different levels and the skills and responsibilities that go with it. Each level has its own purpose and goals to achieve or satisfy a particular level. However, all managers share common ground on certain things such as understanding their position and what is expected of the m, networking, keeping good interpersonal relationships and managing the time, demands and constraints of the activities going on in their level. Managers do play a very vital and pivotal role in the organization as they are the main link that ropes together the different people and their departments and holds it together as an integral whole. In today’s organizations, the post of manager is critical because each level needs skills and capacity to satisfy this position. Some of the different managerial levels include Supervising, Decision making and Planning, Monitoring, Controlling, Coordinating, Consulting, and Administering. Each of these levels comes with a job responsibility and accountability and unless their skills and capabilities are adequate enough for a particular level, it is not possible to make a success of it. ideas for making progress as a whole.

Effects of Cybercrime Essay Example | Topics and Well Written Essays - 1250 words

Effects of Cybercrime - Essay Example E-crimes are very sophisticated and target consumers, public and private institutions (Wall). Computer crimes range from outside parties hacking the computer networks and phish in malicious programs that give users a deceitful sense of security, instigating them to disclose vital information. Some of the effects of cybercrimes are: The greatest effect of cybercrime is the loss of intellectual property as well as confidential information of the business. However, it is not easy to determine the exactly the extent of the losses. Partially, cybercrime is not a zero-game because the stolen information is not fully gone. Infiltrators steal only the company plans including the customer lists and the working strategies (Westby). Amazingly, the company may not be aware that it is no longer in control of the information flow and they are controlled outside their infrastructure. The spies take control of the company’s network and access the information that runs the institution. More often, such infiltrators are the company’s competitors who wish to make similar products and compete equally. Even though they cannot produce exactly the same product, the idea is leaked out. The spies having the intellectual information can compete in the market, and the victim company may be grounded in its operations. This is because the competitor may produce cheap products that attract many customers in the market (Brenner). Every business entity strives to be unique in its operation. This implies that every organization has to conceal its vital information to be peculiar and be attractive to the customers. Such vital information may be stored in the computers and network framework of the organization. Although it may take some time for stolen IP to appear in the competing product, there is no deferment in monetizing abducted vital business information. For

Dance Essay Example | Topics and Well Written Essays - 500 words - 1

Dance - Essay Example Revelations uses the idea of repetition very well since it has minimal basic information that gets expanded and decorated in several ways. The entire piece is also rhythmically soothing. In the entire span of the dance the opening theme of the dancers standing together with their arms rising and falling like swans gets repeated severally. This movement is then developed differently with each scene such as to create variation. In the first scene, the dancers start out together then all of them spread but still sticking to a similar routine. The second scene starts out similarly, but for its development, only three dancers remain on stage. The motions of the dancers are rhythmically soothing as they sway in a manner that makes one want to join in. Revelations soothing rhythm reminded me of water as it flows through a river. In some instances the water flows gently but in the course there are also rapids that break the easy flow with sharp, jerky movements. Dancing in the Rain is spread out and busy as there are several dancers each one of them following a unique pattern. In the entire course of the dance, variation is also widely used with no seeming restrictions as to what movements the dancer can incorporate or not. At one point in the dance, two male dancers are dancing concurrently but each one of them sticking to his routine. At another point in the dance, we see a dancer who focuses on moving his feet as he pulsates his chest. Immediately after him, there steps in another dancer who does a summersault effortlessly and synchronizes it into the rhythm of the dance. Dancing in the Rain reminds one of the workings of a well-oiled machine. Like any machine, different parts serve different functions but all work together seamlessly. It is in line with this that those movements though different, all are in harmony. A careful examination of both Dancing in the Rain and Revelations

Describe and evaluate two approaches to the treatment of Essay

Describe and evaluate two approaches to the treatment of self-defeating behaviour - Essay Example Thus eventually it results in failure in accomplishing the said objective which amounts to individual frustration. The event of losing confidence culminates in the failure of each of the different tasks taken by such person even if one possesses the optimum potency in completing the desired task. Psychologists have outlined some basic traits which help them to understand the emergence of the Self-Defeating Syndrome. Persons with such syndromes would try to evade the final completion of any particular task undertaken by him or her. These people generally feel outweighed by the amount of tasks entrusted on them which leads to tension and frustration. The losing of trust over oneself makes the persons deny any possible suggestions rendered by other people to help in the solving of the task. These people behave pessimistically and thus happen to fall short of meeting tasks on time. All such above factors make the person take resort to addictions to reduce the amount of frustration in the m and create a vicious environment. Continuous negative behavioral impulses like lack of attention or lack of proper attendance results in loss of work. (Merriment, n.d.). Origins and Causes of Self-Defeating Behaviour Psychologists state many reasons that lead to the emergence of Self Defeating Behavior Syndrome. ... This sense of inferiority developed in their minds amounts to making them all the more depressed and outweighs their potency. Further the lowering of their self confidence also greatly impacts their interpersonal skills which socially exclude them from their external environment. The factors of social exclusion limit the interactive sphere of the people which thereby amounts to events like severe depression and frustration. The people suffering from this psychiatric syndrome also reflect a negative belief about other people dwelling in the external environment. This amounts to restraining oneself from mixing with others which again amounts in increasing the element of frustration in them. High amount of social exclusion in these patients makes the people get outdated about the different social developments taking place resulting in loss of efficiency and competency. (Slusher & Anderson, 1989, pp. 11-14). The increase in the element of frustration and depression among individuals in d ifferent countries has made them to increasingly take resort to things like drug and alcohol to reduce the effect of the tensions. However, in the other way round taking increased resort to such objects make them feel more defeated and decreases their potencies. (Gallozzi, n.d.). In addition to the above factors some previous psychological effects also lead to the emergence of Self-Defeating Behavior among individuals. Psychologists observe that certain traumatic factors affecting early childhood of different individuals amount to create a mental blockage in their minds for which they exhibit the lack of confidence in their activities and also in mingling with other individuals. Early childhood trauma restricts the personality growth and development of the individuals

Structured decision making Essay Example | Topics and Well Written Essays - 250 words

Structured decision making - Essay Example Disagreements, if any, are made transparent, thus enabling the stakeholders to use new perspectives or knowledge for re-evaluation. The process also helps come up with decisions that are of higher quality, transparent, informed and respond to the values of stakeholders involved. It also evaluates and identifies alternative options for resource management through the engagement of experts, stakeholders and decision-makers in the process while addressing the uncertainty in management of resources in a transparent and proactive manner. The scholars note that the results from associated technical, social and economic analyses that should predict the performance of a particular solution make more relevance when measured in regard to what makes the most sense according to the stakeholders. This makes it easier, over time, to make responses to changes within a system of management. This tool would be best used where there is difficulty in making a decision regarding a resource management, for instance improving water quality, the main end objective being the restoration of ecosystem health. The decision makers involved would explore other objectives such as the traditionally scientific like the maintenance of environmental health and the value based like creating recreational opportunities before coming up with the ultimate decision (Wilson & Arvai, 2011). Other objectives would include restoration of vegetation and also provision of habitat for

Describe and evaluate two approaches to the treatment of Essay

Describe and evaluate two approaches to the treatment of self-defeating behaviour - Essay Example Thus eventually it results in failure in accomplishing the said objective which amounts to individual frustration. The event of losing confidence culminates in the failure of each of the different tasks taken by such person even if one possesses the optimum potency in completing the desired task. Psychologists have outlined some basic traits which help them to understand the emergence of the Self-Defeating Syndrome. Persons with such syndromes would try to evade the final completion of any particular task undertaken by him or her. These people generally feel outweighed by the amount of tasks entrusted on them which leads to tension and frustration. The losing of trust over oneself makes the persons deny any possible suggestions rendered by other people to help in the solving of the task. These people behave pessimistically and thus happen to fall short of meeting tasks on time. All such above factors make the person take resort to addictions to reduce the amount of frustration in the m and create a vicious environment. Continuous negative behavioral impulses like lack of attention or lack of proper attendance results in loss of work. (Merriment, n.d.). Origins and Causes of Self-Defeating Behaviour Psychologists state many reasons that lead to the emergence of Self Defeating Behavior Syndrome. ... This sense of inferiority developed in their minds amounts to making them all the more depressed and outweighs their potency. Further the lowering of their self confidence also greatly impacts their interpersonal skills which socially exclude them from their external environment. The factors of social exclusion limit the interactive sphere of the people which thereby amounts to events like severe depression and frustration. The people suffering from this psychiatric syndrome also reflect a negative belief about other people dwelling in the external environment. This amounts to restraining oneself from mixing with others which again amounts in increasing the element of frustration in them. High amount of social exclusion in these patients makes the people get outdated about the different social developments taking place resulting in loss of efficiency and competency. (Slusher & Anderson, 1989, pp. 11-14). The increase in the element of frustration and depression among individuals in d ifferent countries has made them to increasingly take resort to things like drug and alcohol to reduce the effect of the tensions. However, in the other way round taking increased resort to such objects make them feel more defeated and decreases their potencies. (Gallozzi, n.d.). In addition to the above factors some previous psychological effects also lead to the emergence of Self-Defeating Behavior among individuals. Psychologists observe that certain traumatic factors affecting early childhood of different individuals amount to create a mental blockage in their minds for which they exhibit the lack of confidence in their activities and also in mingling with other individuals. Early childhood trauma restricts the personality growth and development of the individuals

Health Care Data Trends Case Study Example | Topics and Well Written Essays - 750 words

Health Care Data Trends - Case Study Example The organizations that are not very well prepared may find themselves exposing their clients to greater charges and costs through insurance facilities (Safran, Bloomrosen, Hammond & Labkoff, 2006). Organizations may also find themselves stifled of financial resources because of over-insurance. Many applications in smart-phones and other data devices may leak useful information about patients to healthcare providers leading to a direct insecurity. These applications may also be a platform for the spread of unwarranted personal information with third parties (Safran, Bloomrosen, Hammond & Labkoff, 2006). Strategic partnerships demand utmost good faith and the practitioners in the medical fraternity must be sure the integrity of the companies they contract to handle their specialized services associated with data management. Otherwise, such partners could be leeway through which violations of privacy may occur. Many people often lick their medical information in terms of pictures and diagnostic details. It is possible that practitioners will also share with others and the wider public patient information on the social media with extensive legal repercussion. Many litigation in the medical fraternity have been witnessed that border on class disputes and discriminatory practices. Each medical establishment needs to alert their officials in the manners of addressing the class issues that are embedded in the medical practices. The laws that govern patient security with regard to medical data are many. However, the key laws of the Hippocratic Oath forbid the practitioners from sharing or disclosing patient information with other parties (Mouratidis, Giorgini & Manson, 2005). Specific public policy regulations addressed to the fields of medical research, law enforcement and social welfare, disease control and pricing module of the heath care could be the best approaches to effectively controlling the system

Memory Cost Essay Example for Free

Memory Cost Essay Over the past 30 years the cost of Electronics has steadily decreased. The cost of electronic storage has decreased greatly over the past 30 years as well. In this paper I will be talking about the decrease in the cost of RAM and Hard Drive Storage, how much will a 100TB HDD will cost when it becomes widely available in the future, and how much memory I will be able to buy with $100 in 10 years. In 1956, IBM created the first commercial Hard Drive called the IBM 305 RAMAC which held 5MB and cost a whopping 50 thousand dollars! Electronic storage started being more widespread during the early 1980’s, but it wasn’t until the 1990s that RAM and Hard Drive Storage begin to be cheap enough for the average person. Back in 1981 the price for one MB of Hard Drive storage space was $340! Most people couldn’t afford a computer back in the 1980’s because of the huge cost. Through the 1980’s the cost per MB fell from around $340 during 1981 then to $40 per MB in 1988, and finally to $9 per MB in 1990. The cost of one Bit of ram in 1981 was 0.000425 cents, in 1988 it was 0.000005 cents, in 1995 it was 0.000000158 cents, in 2000 the cost per Bit was 0.000000063, and in 2013 the cost per Bit was 7.910^-10 cents. To get an understanding of how much memory will cost in the future and when 100TB hard drives will become commercially available, we have to take a look at how the price for memory has gotten cheaper over the past 10-30 years, the ever increasing amount of storage space that can be squeezed onto a hard drive platter, and take in to account the rapid growth in the technology field. According to Chris Mellor in his article (http://www.theregister.co.uk/2013/11/01/hp_memristor_2018/) technology giant HP announced that 100TB hard drives could be available as early as 2018. I firmly believe that in 4 years by 2018 there will be 100TB drives for sale to the public but they will probably be very expensive till they go into mass production. In 10 years, we will be able to buy a hard drive with a phenomenal amount of storage space. From 1990 to  2014 the price has gone down exponentially from $9 per MB to under 150 MB per Cent! If we follow that exponential trend we are looking at hard drives that can hold over 100TB that cost fewer than 100 dollars, while the RAM will decrease in price slower. In conclusion, the cost of Storage such as RAM and Hard Drives has gotten very cheap, from over $500 per MB to 5 cents per GB! We will see a continual decrease in the cost of electronic storage and an increase in the amount of storage in smaller packages. Picture Citation: http://www.aei.org/publication/chart-of-the-day-the-falling-price-of-memory/ Citations http://ns1758.ca/winch/winchest.html http://www.theregister.co.uk/2013/11/01/hp_memristor_2018/ http://www.jcmit.com/memoryprice.htm

Heart, Cardiac Cycle and the Circulatory System

Heart, Cardiac Cycle and the Circulatory System (i)  Explain the function of heart, and the structure of arteries, veins and capillaries. The heart (left side) receives blood filled with oxygen (O2) which comes from the lungs. From there the blood is pumped throughout the body via the aorta and into blood vessels. On the right side is where the heart gets its deoxygenated blood (CO2) which in turn is then sent to the lungs for cleansing. (ivyroses.com 2016) Arteries are made up of 3 layers. The tunica interna is the inner layer. This layer is encased in connective tissue and elastic fibers. After that the next layer up is the tunica media. This thick layer consists mainly of smooth muscle. This layer supports the vessel itself and aids blood flow regulation. The outside layer is called the tunica externa. This layer is made up of connective tissue and elastic fibers. It has the ability to change and become looser connective tissue around the outside of the vessel. (training.seer.cancer.gov ND) Veins carry blood back to the heart. This blood is filled with CO2. The blood is then sent to the lungs for purification and then back to the heart to be sent around the body. The only veins which carry oxygen are the umbilical and pulmonary veins. Veins are like straws, they are small in structure. They have a dense outer layer which consists of connective tissue. Underneath that is the middle layer which is made up of smooth muscle and finally the middle layer which is made up of endothelial cells. (reference.com ND) Capillaries are tiny blood vessels inside the bodily tissues that carry blood from the arteries to the veins. They are more common in tissues like muscle tissues than in connective tissues. (biology.about.com ND) Arteries divide into arterioles. These arterioles branch off into the muscle where they reach the capillaries. A capillary bed is then formed. This is a network of capillaries which then carry blood to the veins. Capillaries also move gases in and out of themselves. These gases include oxygen and carbon dioxide. (teachpe.com ND) Like the lungs, capillaries are responsible for the process of diffusion. Oxygen separates from haemoglobin (found in red blood cells) and passes through the walls of the capillaries into muscle cells where it associates itself with the Myoglobin. This is the muscle cells version of haemogloblin. The oxygen is then used in aerobic metabolism to supply the muscle with energy. (teachpe.com ND) Cross section of an artery.   Ã‚    ©Google Images Cross section of a vein.  ©Google Images Cross section of a capillary.  ©Google Images (ii)  Explain the cardiac cycle and the flow of the blood through the main blood vessels by using the diagram. Blood is pumped around the body in stages, namely the diastole stage and the systole stage. In the diastole stage the atria and ventricles are relaxed and allow blood to enter via the vena cava in to the upper right chamber (right atrium). The deoxygenated blood is passed through a valve which prevents the blood from running backwards, into the lower chamber (right ventricle). After this, the blood is then pumped under extreme pressure from the right ventricle into the lungs by the pulmonary artery. (quora.com 2017) In the second stage oxygenated blood enters the left atrium. It then passes through a valve which closes over after the blood has passed through, preventing the said blood from running back into the atrium. Blood flows down into the left ventricle. It then goes to the aorta (main artery in the body) where it is pumped under immense pressure. Blood is pumped under high pressure to ensure it is sent to the rest of the body as it should do. (biology.about.com 2017) (livescience.com 2017)  ©Google Images Arteries Veins Capillaries Contain narrow lumens Contain wider lumens Have one layer of cells. Here diffusion takes place. They are the smallest of all the blood vessels. Blood is under high pressure Blood is under low pressure Takes blood from the heart Takes blood to the heart Take blood form the body and exchange nutrients, O2 and waste with tissues. Have more muscle/elastic tissue Have less elastic tissue They are oozy vessels that serve as links between arterial and venous systems Carries O2 rich blood (except for the pulmonary artery) Carries CO2 rich blood (except for the pulmonary vein) Has no valves (except for the semi-lunar valves in the aorta and pulmonary artery Has valves in main veins to stop waste materials returning to the tissues (iii)  Explain the term blood pressure and describe the role it plays in circulatory system. Describe the condition high and low pressure. When the heart pumps blood around the body the blood pushes against the wall of the blood vessels. The rate at which it pushes against the walls is called blood pressure. If blood pressure is high your arteries are put under immense pressure to deliver blood around the body. This may result in the person suffering a heart attack or a stroke. Symptoms of high blood pressure include tiredness, irregular heartbeat and difficulty breathing. Low blood pressure if left untreated can be life threatening. A reading which is less than 90/60 is deemed to be low blood pressure. Although the causes are unclear, it is thought that dehydration and serious medical disorders are among the causes of low blood pressure. (mayoclinic.org ND) What the numbers mean: A blood pressure reading is made up of two numbers, written as one over the other e.g. 80/120. The number at the top is known as the systolic blood pressure. This is the highest level that a persons blood pressure will reach when the heart beats. The bottom number is called the diastolic blood pressure. This is the lowest level that a persons blood pressure will reach when the heart relaxes between every single beat. (bloodpressureuk.org 2008)  ©Google Images Section B Identify the main muscles groups within the body and interconnections between the muscular and skeletal system. (ii) Differentiate between the three types of muscles, Smooth, Skeletal, and Cardiac. Smooth Skeletal Cardiac Maintains flow of fluid in hollow structures Attached to the bone Only found in the heart Found in structures such as veins and arteries Relaxes and contracts Involuntary contraction Contract slowly Striated Features are endurance and consistency Arranged in bundles of muscle fibres. Contracts voluntarily Striated Have only one nucleus Soft and fragile Makes up the atria and ventricles Not banded Every fibre has lots of nuclei and is surrounded by a cover. Relaxes to fill the heart with blood Muscles work automatically Made up of cylindrical cells that made up fibres Never tires (Healdove.com 2016) (Class notes 2016 S. Curran) (training.seer.cancer.gov 2016)  ©Google Images (iii) Describe how the Skeletal and the Muscular System connect together to create the body movement. Movement in the body happens when the skeletal and muscular systems work simultaneously. The skeleton gives us shape and without it we would just be one big blob of skin. The main function of these two systems is bodily movement. (Class Notes.S Curran.2016) As well as joints, bones and muscles work hand in hand to form levers e.g. in the arm and the knee. (livestrong.com 2015) Tendons attach muscles to bones. This is allows bones and muscles to form such levers. (prezi.com 2010) Bones have the ability to hoard fat in their cavities which in turn can help store minerals such as calcium and phosphorus. Calcium is a vital mineral because without it blood would be unable to clot and a lack of calcium would hinder bodily movement. (prezi.com 2010) Phosphorus enables the body to make protein which is necessary for growth and repairing damaged cells. (medlineplus.gov 2015) Section C Outline the composition of bone the structure of the long bone and explain the function of the skeleton Identify and describe the composition of the bone, joint types and the function of the skeleton. Outline the composition of bone the structure of the long bone and explain the function of the skeleton. The bone is made up of 3 layers periosteum, compact bone and spongey bone. Periosteum is a double layered tissue that covers the compact bone. It cannot be seen by unaided vision. Its an important layer because it holds cells called osteoblasts. These osteoblasts form new bones. The double layer also means that ligaments and tendons can anchor the bone. (healthbase.wordpress.com 2016) Compact bone accounts for 80% of the human skeleton. It forms around the spongey (cancellous) bone. The long bones of the body e.g. arm, leg etc. are primarily made up of compact bone. (britannica.com 2016) Cancellous bone is the spongey bone which is located at the end of each of the long bones and in the vertebrae of the spine. The cancellous bone contains pores as well as red bone marrow which is used to make red blood cells and stem cells which are then used to repair the bone if it gets damaged or broken. The spongey bone is much easier to fracture than the long bone because of its soft composition.  ©Google Images Functions of the skeleton: Protection the skeleton acts as a protector for major organs such as the heart and lungs which are protected by the rib cage and the breast bone. Storage bones store minerals such as calcium. If you consume too much of a particular mineral e.g. calcium, it can build up on the bone. Whenever the supply is low then the body makes up for it by drawing the excess minerals from the bone to build up the supply in the blood system. Movement bones along with muscles work together to make the body move. Form blood cells bone marrow makes red blood cells. On average 2.6 million cells are created per second. (Class notes unit 3 2016) Different types of joints and their functions. There are 3 types of joints: Synovial, fibrous and cartilaginous. Synovial joints are divided up in to 6 categories: Gliding joints, condyloid joints, saddle joints, hinge joints, ball and socket joints and pivot joints. Gliding joints allow for smooth rotation in different directions along a smooth surface. An example of this type of joint is the carpal joint which is located in the wrist. (livestrong.com 2012)  ©Google Images Saddle joints are so called because they fit like a rider on a saddle. They are able to bend in several different directions without ever actually sliding. A prime example of a saddle joint is the joint at the base of the thumb. (livestrong.com 2012)  ©Google Images Ball and socket joint This type of joint is usually found for example in the shoulder. As the name states a ball and socket joint is given that name because it is where one end of a long bone (ball) meets a socket. Ball and socket joints facilitate movement in several directions. (livestrong.com 2012)  ©Google Images Condyloid Joints Unlike gliding joints condyloid joints have not got a smooth surface. Bones rotate past each other. Condyloid joints can be found in the wrist. (livestrong.com 2012)  ©Google Images Pivot Joint This type of joint moves but there is no gliding movement. It facilitates turning moves without any bending sideways as such. An example of a synovial joint is between the first and second vertebrae of the spine. It allows limited movement while keeping the head in place. (livestrong.com 2012)  ©Google Images Hinge Joints These are formed between 2 bones. A hinge joint allows us to extend (elbow, knee etc.) freely, bones do not slide past each other. (livestrong.com 2012)  ©Google Images Fibrous Joints: These are generally immovable joints. There are 3 types of fibrous joints sutures, gomphoses and a syndesmosis. Sutures are the joints which connect bones in the skull Gomphoses are located between the jaw bone and the teeth. A syndesmosis joint is where a ligament connects two bones for example in the leg the tibia and the fibula. It allows for a very slight movement.  ©Google Images Label the main bone of appendicular axial skeletal. (see attached diagram) The main function of the skin, its structure and relationship between the skin, and circulatory and nervous system The Skin is one of the largest organs of the body. It is made up of three layers: The Epidermis, Dermis and the subcutaneous fatty tissue. As it has no blood vessels, the epidermis is dependent on the dermis to feed it nutrients and for disposing of excess waste. Epidermis  ©Google Images Keratinocytes is the name given to the wall of the epidermis. It produces keratin, a protein that protects the epithelial cells. The epidermis regenerates in orderly fashion by cell division of keratinocytes in the basal layer, with maturing daughter cells becoming increasingly keratinised as they move to the skin surface. (Dermnetz.org 2016) Keratinocytes are regenerated monthly. There are a number of cells within the epidermis: Merkel cells Merkel cells are cells found in the basal layer of the epidermis. (Dermnetnz.org 2016) These cells allow us to feel sensations such as pain, coolness, heat, numbness and to feel objects. These tiny cells can only be identified by using electron microscopy. They are most commonly found in the soles of the feet and the palm of the hand. Dermis  ©Google Images This is the second layer of the skin and is the biggest part of the cross-section of the skin. In the dermis there are many things such as nerve endings, sweat glands and blood capillaries. The Dermis is sub-divided into 2 sections namely: Papillary Dermis and the Reticular Dermis. Collagen, Elastic Tissue and Reticular fibres are present throughout the Dermis. Subcutaneous layer (c)Google Images The subcutaneous layer is an important line of defence, protecting the fragile organs and bones from outside forces, such as pathogens.(reference.com 2016) The Hypodermis or subcutaneous layer acts as a protector for organs and the skeleton against the elements. Like the other two layers, its thickness depends on where it is in the body. For example the subcutaneous layer on the eyelids would be thinner than on the skin around the soles of the feet. Its main function is to act as a temperature regulator. Functions of the skin: Protection: Melanin in the skin protects the body from harmful UV rays produced by the sun. Skin has the ability to protect organs and bones from exposure to the environment. It also can protect the body from bacterial infections. Temperature Regulation: When environmental temperatures are high, the skin releases sweat as a means of cooling the body down. If youre cold, blood vessels in your skin fill up with blood to generate heat. Immunity Some skin cells work with the immune system to fight against bacteria and viruses. Some bacteria live on the skin, this is normal as it is good bacteria. However if it gets in under the skin, it can cause infection such as cellulitis. Growth and Movement The skins elasticity allows the body to grow as we get older. Without it we would not be able to move freely, if at all. Excretion Skin helps to get rid of waste such as urea, sweat and carbon dioxide. Endocrine: when exposed to a small amount of UV rays, the skin produces Vitamin D. a chemical in the skin called 7-dehydrocholesterol reacts with the UV rays. Over exposure to UV can have dire consequences such as skin cancer, so exposure to the sun must be kept in moderation. Absorption: Skin absorbs oxygen and nitrogen. Some animals have no need for lungs because they can actually breathe through their skin. Water Resistance: Skin is covered by oils and nutrients which form a protective layer against water. (newhealthguide.org ND) The relationship between the skin, circulatory system and the nervous system.   Ã‚   All bodily functions are regulated by the brain via the nervous system. The brain sends messages to the rest of the body through nerves. Without it the circulatory system could not function. Cardiac functioning and transportation of fluid in the body is started by messages coming from the brain. The circulatory system is made up of arteries, veins, capillaries and other passages which are central to its functioning. The nervous system is made up of the spinal cord, brain and nerves. It controls what the body does. Signals are sent to and from the brain via the nerves to create proper functioning. A prime example of how these systems work together is in blood pressure and regulation of the heart rate. The vagus nerve regulates the pumping of the heart. Blood is pumped through the passages around the body and into the organs. Baroreceptors give the brain information about blood pressure. The brain can then make adjustments to how the heart pumps. It is because of this process that bloo d pressure is kept at a normal level. The nervous system has the power of bodily functions but it needs the circulatory system to relay the messages so that such adjustments can be made accordingly. (wisegeekhealth.com ND) The integumentary system (skin) works with the circulatory system. The skin contains networks of capillaries. This means that substances can enter the bloodstream though the skin and this is the reason why some medicines such as female contraception can be delivered in patch format. Neurons are contained within the skin to sense the environment. These neurons send signals to the nervous system such as touch and it begins action based on these signs. For example if you burn your finger, nerve cells send signals up your arm to the spinal cord and brain. Nerve cells in the brain interpret these messages as pain. Skin aids temperature regulation by way of changing blood supply patterns and by sweating which helps to cool the body down. (sciencenetlinks.com ND)  ©Google Images (iii) Using the table format give six examples of viral, bacterial, fungal skin diseases.. Viral Bacterial Fungal Flu Tuberculosis Nail Fungus Shingles Cellulitis Oral Thrush Viral Pneumonia Salmonella Athletes Foot HIV/AIDS Helicobacter Pylori Impetigo Chicken Pox Staph Infection Jock Itch Herpes Scarlet Fever Vaginal Yeast Infection (Healthgrades.com 2016) (Rightdiagnosis.com 2016) (Healthonline.com 2016) (Dermnetz.org 2016) Example of a Viral Infection:  ©Google Images Example of a bacterial infection:  ©Google Images Example of a fungal infection:  ©Google Images References: (Class notes unit 3 S. Curran 2016) Biology.about.com (2016) Phases of the Cardiac Cycle [online], available: http://biology.about.com/od/anatomy/ss/cardiac_cycle.htm[Accessed 1st March 2017] Biology.about.com (2017) What Is a Capillary? [online], available: Bloodpressureuk (2008) What is blood pressure? [online], available:http://www.bloodpressureuk.org/BloodPressureandyou/Thebasics/Bloodpressure [Accessed 15th March 2017] Bloodpressureuk (ND) What is blood pressure? [online], available: http://www.bloodpressureuk.org/BloodPressureandyou/Thebasics/Bloodpressure [Accessed 19th January 2017] Britannica.com (2016) Compact bone [online], available: https://www.britannica.com/science/compact-bone [accessed 12th December 2016] Dermnetz.org (2016) Bacterial Skin Infections [online], available: http://www.dermnetnz.org/topics/bacterial-skin-infections/ [accessed 5th December 2016] Healdove.com (2016) The Differences Between Skeletal, Smooth Cardiac Muscles [online], available:https://healdove.com/misc/The-function-of-Muscles-and-the-3-main-types [Accessed 19th December 2016] Healthbase.wordpress.com (2016) Medical Tourism Blog, Surgical Tourism Blog, Overseas Medical Travel Blog [online], available: https://healthbase.wordpress.com/2007/03/22/composition-of-a-bone/ [accessed 12th December 2016] Healthgrades.com (2016) What are viral diseases? [Online], available: https://www.healthgrades.com/conditions/viral-diseases [accessed 5th December 2016] Healthline.com (2016) Candida Fungus Skin Infection [online], available: http://biology.about.com/od/anatomy/ss/capillary.htm [Accessed 2nd March 2017] http://www.healthline.com/health/skin/candida-fungus#ReadThisNext0 [accessed 5th December 2016] Ivyroses (2016) The Functions of the Heart [online], available: http://www.ivyroses.com/HumanBody/Blood/Heart_Functions.php [Accessed 18th January 2017] Livescience (2016) Circulatory System: Facts, Function Diseases [online], available: http://www.livescience.com/22486-circulatory-system.html [Accessed 1st March 2017] Livestrong (2012) 6 types of synovial joints [online], available: http://www.livestrong.com/article/74183-types-synovial-joints/ [Accessed 4th January 2017] Livestrong (2012) 6 types of synovial joints [online], available: http://www.livestrong.com/article/74183-types-synovial-joints/ [Accessed 5th January 2017] Livestrong.com (2015) How the Skeletal System Works With the Muscular [online], available: http://www.livestrong.com/article/76374-skeletal-system-works-muscular/ [Accessed 4th January 2017] Mayoclinic (ND) Low blood pressure Hypotension [online], available: http://www.mayoclinic.org/diseases-conditions/low-blood-pressure/basics/definition/con-20032298 [Accessed 19th January 2017] Medlineplus (2015) Phosphorus in diet[online], available: https://medlineplus.gov/ency/article/002424.htm [Accessed 4th January 2017] Newhealthguide (ND) Functions of the Skin [online],

Symbolism in The Chrysanthemums by John Steinbeck Essay -- Papers Chry

Symbolism in The Chrysanthemums by John Steinbeck At first glance John Steinbeck's "The Chrysanthemums' seems to be a story of a woman whose niche is in the garden. Upon deeper inspection, the story reveals strong symbolisms of children, vulnerability, and connection--being the most important, of the main character. Elisa Allen is the main character who is at her strongest and most proud in the garden and weakened when she becomes vulnerable and loses her connection to the outer world. Elisa shows a new aura of confidence when she makes this connection to a peddler, who also is the cause of her realization of reality and her crying. The chrysanthemums symbolize Elisa's "children." She tends her garden and handles the chrysanthemums with love and care, just as she would handle her own children. Elisa is protective of her flowers and places a fence around them; she makes sure that "no aphids, no sowbugs or snails or cutworms" are t here. "Her terrier fingers destroyed such pests before they could get started" ( 221). These pests represent something that ...

Essay on Eating Disorder - Anorexia Nervosa :: Argumentative Persuasive Topics

Anorexia Nervosa There may be murmurs about that girl who only fixes herself a salad with only vinegar at dining services or suspicious glances at someone who spends 45 minutes on the treadmill and then switches to the stair stepper at the rec. On-campus eating disorders are talked about everywhere and yet are not really talked about at all. There is observation, concern, and gossip, but hushed conversation and larger scale efforts to help and change never seem to earn public attention. There is this girl that I grew up and graduated with. I talked to her almost everyday at school, but we were never that close. I never saw much of her over the summer except when she was out running after a two to three hour softball practice. At my younger sister's volleyball game about a month or two ago, I saw this girl. She was so thin it was almost disgusting. Her skin was pale, her hair was thin, and I could see her ribs through her shirt. She went from looking healthy and physically fit to looking sick and fragile. This is why I chose this topic. People need to pay more attention to this disease. Anorexics are literally dying to be thin. Most of you probably already know what anorexia is, however in case you don't anorexia is basically a disease involving self-starvation. Anorexia victims have a very low "ideal" weight. It might begin as a normal diet carried to extremes, reducing their food intake to a bare minimum. Rules are made of how much food they can eat in one day and how much exercise is required after eating certain amounts of food. With anorexia, there is a strong almost overwhelming fear of putting on weight and they are preoccupied with the way that their bodies look. Anorexia sometimes involves use of laxatives, diet pills, or self-induced vomiting to lose or to keep weight off (http://www.netdoctor.co.uk/diseases/facts/anorexianervosa.htm). Anorexics may show symptoms such as extreme weight loss for no medical reason. Also, many deny their hunger, chew excessively, choosing low calorie foods and exercising excessively (http://news.bbc.co.uk/hi/english/health). Anorexics do all of those things to become thin, when in reality, it makes your body better at storing fat rather than burning it. Starving yourself to lose weight is not beautiful in any way. Starved bodies ache all of the time. Essay on Eating Disorder - Anorexia Nervosa :: Argumentative Persuasive Topics Anorexia Nervosa There may be murmurs about that girl who only fixes herself a salad with only vinegar at dining services or suspicious glances at someone who spends 45 minutes on the treadmill and then switches to the stair stepper at the rec. On-campus eating disorders are talked about everywhere and yet are not really talked about at all. There is observation, concern, and gossip, but hushed conversation and larger scale efforts to help and change never seem to earn public attention. There is this girl that I grew up and graduated with. I talked to her almost everyday at school, but we were never that close. I never saw much of her over the summer except when she was out running after a two to three hour softball practice. At my younger sister's volleyball game about a month or two ago, I saw this girl. She was so thin it was almost disgusting. Her skin was pale, her hair was thin, and I could see her ribs through her shirt. She went from looking healthy and physically fit to looking sick and fragile. This is why I chose this topic. People need to pay more attention to this disease. Anorexics are literally dying to be thin. Most of you probably already know what anorexia is, however in case you don't anorexia is basically a disease involving self-starvation. Anorexia victims have a very low "ideal" weight. It might begin as a normal diet carried to extremes, reducing their food intake to a bare minimum. Rules are made of how much food they can eat in one day and how much exercise is required after eating certain amounts of food. With anorexia, there is a strong almost overwhelming fear of putting on weight and they are preoccupied with the way that their bodies look. Anorexia sometimes involves use of laxatives, diet pills, or self-induced vomiting to lose or to keep weight off (http://www.netdoctor.co.uk/diseases/facts/anorexianervosa.htm). Anorexics may show symptoms such as extreme weight loss for no medical reason. Also, many deny their hunger, chew excessively, choosing low calorie foods and exercising excessively (http://news.bbc.co.uk/hi/english/health). Anorexics do all of those things to become thin, when in reality, it makes your body better at storing fat rather than burning it. Starving yourself to lose weight is not beautiful in any way. Starved bodies ache all of the time.

Strategic Analysis for Ryanair to Enter China

Strategic Analysis for Ryanair to Enter China Submitted in part fulfilment of the Master September 2010 STRATEGIC BUSINESS ANALYSIS (ULMS 719) University of Liverpool Management School 17 September 2010 Abstract Ryanair, the leader of low-fare carriers in Europe, will expand its business throughout the world. This report discusses the strategies which Ryanair entre the Chinese market.Through PESTEL analysis and SWOT analysis to have sophisticated understandings of the Chinese market situation and the civil aviation environment, then after a series of considerations, eventually, Ryanair makes the decision to cooperate with China Southern Airlines in the form of a joint venture. Based on this, Ryanair has set up plenty of adequate business strategies that are composed of market targeting strategy, price strategy and marketing strategy in order to successfully enter the Chinese market. Keywords: Ryanair; China; Strategic analysis Table of ContentsAbstract ——— Ã¢â‚¬â€Ã¢â‚¬â€Ã¢â‚¬â€Ã¢â‚¬â€Ã¢â‚¬â€Ã¢â‚¬â€Ã¢â‚¬â€Ã¢â‚¬â€Ã¢â‚¬â€Ã¢â‚¬â€Ã¢â‚¬â€Ã¢â‚¬â€Ã¢â‚¬â€Ã¢â‚¬â€Ã¢â‚¬â€Ã¢â‚¬â€Ã¢â‚¬â€Ã¢â‚¬â€Ã¢â‚¬â€Ã¢â‚¬â€Ã¢â‚¬â€Ã¢â‚¬â€Ã¢â‚¬â€Ã¢â‚¬â€Ã¢â‚¬â€Ã¢â‚¬â€Ã¢â‚¬â€-i List of Tables and Figures————————————————————————iv 1. Introduction————————————————————————————-1 2. Overview of Ryanair ————————————————————————-2 2. 1 General introduction of Ryanair———————â₠¬â€Ã¢â‚¬â€Ã¢â‚¬â€Ã¢â‚¬â€Ã¢â‚¬â€Ã¢â‚¬â€Ã¢â‚¬â€Ã¢â‚¬â€Ã¢â‚¬â€Ã¢â‚¬â€Ã¢â‚¬â€Ã¢â‚¬â€Ã¢â‚¬â€-2 2. 2 Ryanair’s competitive advantages ———————————————————-4 3.Strategic analysis ——————————————————————————–6 3. 1 External environment-PESTEL Analysis ———————————————-7 3. 1. 1 Political ————————————————————————————7 3. 1. 2 Economic———â€⠀Ã¢â‚¬â€Ã¢â‚¬â€Ã¢â‚¬â€Ã¢â‚¬â€Ã¢â‚¬â€Ã¢â‚¬â€Ã¢â‚¬â€Ã¢â‚¬â€Ã¢â‚¬â€Ã¢â‚¬â€Ã¢â‚¬â€Ã¢â‚¬â€Ã¢â‚¬â€Ã¢â‚¬â€Ã¢â‚¬â€Ã¢â‚¬â€Ã¢â‚¬â€Ã¢â‚¬â€Ã¢â‚¬â€Ã¢â‚¬â€Ã¢â‚¬â€Ã¢â‚¬â€Ã¢â‚¬â€Ã¢â‚¬â€œ8 3. 1. 3 Social ————————————————————————————–10 3. 1. 4 Technology——————————————————————————–11 3. . 5 Environment——————————————————————————-12 3. 1. 6 Legal ————————â€⠀Ã¢â‚¬â€Ã¢â‚¬â€Ã¢â‚¬â€Ã¢â‚¬â€Ã¢â‚¬â€Ã¢â‚¬â€Ã¢â‚¬â€Ã¢â‚¬â€Ã¢â‚¬â€Ã¢â‚¬â€Ã¢â‚¬â€Ã¢â‚¬â€Ã¢â‚¬â€Ã¢â‚¬â€Ã¢â‚¬â€Ã¢â‚¬â€Ã¢â‚¬â€Ã¢â‚¬â€Ã¢â‚¬â€Ã¢â‚¬â€13 3. 2 Internal Environment-SWOT Analysis————————————————-14 3. 2. 1 Strengths ———————————————————————————-15 3. 2. 2Weaknesses———————————————————————————17 3. 2. 3 Opportunities————————————————————â€⠀Ã¢â‚¬â€Ã¢â‚¬â€Ã¢â‚¬â€Ã¢â‚¬â€Ã¢â‚¬â€18 3. . 4 Threats————————————————————————————–19 3. 3 Summary ————————————————————————————-20 4. Business Strategic——————————————————————————–21 4. 1 Entry Mode Strategy————————————————————————21 4. 1. 1Problems that may cause ————————————————————–21 4. 1. 2 Joint Venture —————————————————————————22 4. 1. 2. 1 Brief introduction of Joint Venture ————————————————22 4. 1. 2. 2 Partner-China Southern Airlines —————————————————23 4. 2 Market Targeting strategy —————————————————————–25 4. 3 Pricing Strategy —————————————————————————–26 4. 3. 1 The level of highest price ————————————————————–27 4. 3. The level of lowest price —————————————————————27 4. 3. 3 The level of average price ——————————————————— —-27 4. 3. 4 Price choice on peak-season and off-season —————————————â⠂¬â€œ28 4. 4 Marketing Strategy ————————————————————————-28 4. 4. 1 Cooperation with Mass Communication ———————————————-28 4. 4. 2 Cooperation with local authorities —————————————————–28 4. . 3 Cooperation with China Southern Airlines ——————————————-29 4. 5 Summary————————————————————————————-30 5. Conc lusion—————————————————————————————-30 References——————————————————————————————-32 List of Tables and Figure Table1. The Development of Civil Aviation in Recent Years——————————— 9 Table2.Ryanair’s SWOT Analysis —————————————————————- 15 Table3. Highlights of Ryanair’s Finances ————————â₠¬â€Ã¢â‚¬â€Ã¢â‚¬â€Ã¢â‚¬â€Ã¢â‚¬â€Ã¢â‚¬â€Ã¢â‚¬â€Ã¢â‚¬â€Ã¢â‚¬â€Ã¢â‚¬â€Ã¢â‚¬â€œ 16 Table4. Key Statistics Comparison between Railways, Highways and Civil Aviation——19 Figure1. Comparison of Average Fares in four airlines —————————————–16 1. Introduction Low-cost carriers mainly operate high-volume passenger traffic on short-distance routes, use second-level airports, and offer no extra services.Given their sharply reduced costs, normally low-cost carriers offer fares considerably lower than that of traditional airlines. The trend began in America, with Southwest Airlines as the chief representative. Since 1990, numerous low-fare airlines have sprung up on a global scale. Among these, Ryanair’s achievements stand out. As the most profitable airline company in the world, Ryanair is renowned for its low-cost and low fares to travel destinations throughout most Eur opean countries. However, current airline routes and markets cannot meet Ryanair’s long-term development.To achieve its expanding ambitions across a global range, Ryanair decided to start with the Chinese market. Aviation in China is advancing at a staggering rate. Because of improvements in the living standard, more and more customers are willing to spend money on high-fare air tickets to save time and obtain excellent service, whereas the majority of middle-class individuals would rather travel by other vehicles than by plane due to its high price. Without doubt, the low-cost carrier is the only way to satisfy the growing requirements of the market in the next several years.Ryanair sees China’s high-potential market and increasing demands. It must, therefore, address these paramount issues: how to carry out appropriate strategies and combine Ryanair’s own advantages with the framework of international regulations and the Chinese government’s policies. I f Ryanair enters the Chinese market successfully, it will have a special meaning and impact on Ryanair’s sustainable development and will bring about a great change in current Chinese aviation patterns. This study will suggest specific measures for Ryanair to enter the Chinese market.The study first introduces Ryanair’s history, its considerable achievements, and unique predominance. From these aspects, we can have deeper understanding of Ryanair. Then, this study will apply PESTEL and SWOT models to analyze the internal and external environments. Based on environmental assessment, during the entire entering process, some unpredictable problems will be generated. In accordance with these problems, this study will offer relative solutions. More specifically, it offers an entry-mode and business strategy.Last but not least, the study concludes by offering a look at Ryanair’s experiences and improvements during the analysis process, and shows its drawbacks as well. Finally, the study offers suggestions to minimize the risks of entry into and for making profits in China. 2. Overview of Ryanair 2. 1 General introduction of Ryanair Ryanair’s legend dates back to 1985 when the Ryan family set up the company with only ? 1 share capital and 25 staff in Ireland. At that time, the Ryan family mainly operated scheduled passenger airline services between the UK and Ireland. At first, this mini-airline failed to draw the public’s attention.In the meantime, due to blind business expansion, Ryanair opened up new routes and purchased new aircrafts regardless of risk, resulting in constantly increasing expenditures and making huge losses for four years running. The meaningful year for Ryanair was 1990. Under the leadership of a new CEO, Michael O'Leary, Ryanair first introduced low fares and low-cost operation modes, based on the American South West Airline’s successful experience. The move has proven a wise decision. From then on, Ryan air began to make a profit and gradually became the leader in low-fare air tickets in Europe.After more than 20 years of unremitting efforts, Ryanair is recognized as the world’s favorite airline (Ryanair Annual Report, 2009). In addition, in accordance with its latest fiscal year report, Ryanair has developed into the largest low-fare airline, with over 7,000 employees, 43 bases and 1,100 routes between 26 counties (Ryanair. com). Also, Ryanair’s fleet includes 250 new Boeing 737-800 aircraft. Its number of passengers served reached 66. 5 million, which took the lead in the industry. In the next several years, Ryanair will still enlarge its fleet to deliver more passengers.In recent years, the value of Ryanair shares has gone up more than 10 times compared to 1997 when Ryanair issued shares to the public( Ryanair Annual Report, 2010). This continued, even after the events of September 11, 2001, when global aviation changed dramatically. Although most airlines have bee n largely affected, Ryanair has retained profits for 12 years. In 2003, Ryanair successively merged and acquired Holland’s low-cost airline, Buzz, the budget airline subsidiary of KLM and the Dutch national airline. These moves led to the organization’s overall strengths and risk resistance for further improvement.The 2010 financial report illustrated Ryanair earned â‚ ¬305. 3 million in 2010. In consequence, Ryanair was named as â€Å"the most profitable airline in the world† by The Economist magazine in 2005. Meanwhile Ryanair’s stock share is very popular with investors and shareholders. In addition, one reason why Ryanair continues to achieve milestones is that it has maintained its business philosophy of ‘providing its customers with a lowest price ticket even no fares, on the premise that Ryanair cuts into the whole company’s operating expense and other unnecessary cost† (Johnson, 2004) 2. Ryanair’s competitive advantage s It is universally acknowledged in business that superior enterprises will prosper whereas inferior ones will be eliminated. That is to say, survival of the fittest. The main points allowing a company to gain success are competitive advantages. This is the final goal of the strategic process in management. Competitive advantages were first proposed by Michael Porter in 1990. If a firm is able to generate more economic value than rival firms, it has a competitive advantage.In other words, not only could it bring benefits to customers, but also its opponents would find it hard to imitate and surpass it (Barney and Hesterly, 2007). In the competitive low-fare aviation market, Ryanair gradually created its own competitive advantages. They are as follows: A. Purchasing a single aircraft type: Ryanair only operates Boeing 737 and Boeing 737-800 â€Å"next generation. † Ryanair took good advantage of its own bargaining power and stable reputation to gain favorable contracts. This a dvantage helps Ryanair save costs.At the same time, Boeing aircraft not only suit the demands of European countries but also saves a large amount of maintenance and the costs of repair and staff employment. B. High efficiency in staff work: Employees’ efficiency at Ryanair is relatively higher than those at other airlines. For example, at Ryanair, an airhostess is responsible for service on the plane and for cleaning as well. Productive-based remuneration system is widely applied in Ryanair. It consists of the number of on-board sales of products on the flight and their working hours.To arouse enthusiasm and initiative among staff, Ryanair distributes company’s stock as dividend and rewards. C. Masterful exploitation of second-level airport resources: In some European areas, use of second-tier airports is very low. Therefore, to raise the usage ratio and boost economic improvement, local governments have offered some favorable policies. Based on Ryanair’s large volume of passenger traffic and its rapid growth, Ryanair obtained great contracts and even some subsidies from local areas, leading to a decrease in airport access fees. D.Taking advantage of the Internet: To save agency commission fees and simplify the purchasing process, Ryanair set up online reservations and spent a large amount of money on promoting online implementation widely. The Skylight system offers a platform for Internet users to book and confirm their ticket through Ryanair’s website promptly. Consequently, its Internet operation has significant advanced to reach 99% of ticket sales. E. Reducing expenses and making profits from other aspects: Ryanair no longer provides free meals, and Ryanair cancelled first and business classes to offer more seats.Apart from this, Ryanair limits weight of luggage to decrease fuel consumption. During the entire operation process, Ryanair always puts cost decreases in first place, and also attempt to seek a way to earn more money . For instance, Ryanair supplies different kinds of products and services including food, as well as information in terms of taxi and hotel booking for passengers. Simultaneously, the advertisements for colorful Ryanair’ aircraft and websites for other companies offer major sources of revenue. F.Unique corporate culture: Ryanair’s headquarter was built in a rural area at a small location in Ireland. In the beginning, the entire company comprised only eight administrative workers. At times, the firm’s CEO and department managers would help customers check in and even load and upload their baggage. Every Thursday the company would hold football matches between various company departments. The corporate culture creates a harmonious work environment and makes a success of the business. 3. Strategic analysis The Chinese market is new for Ryanair.There is no denying that the Chinese market has its own unique characteristics. To enter the Chinese market, it is imperati ve that Ryanair have a deep understanding of the external environment. Similarly, Ryanair should grasp if the internal environment is beneficial or detrimental to Ryanair. Only in this way, will Ryanair be able to exploit its own strong points to fulfill its potential and avoid some influences that may give rise to shortcomings. Meanwhile, environmental analysis offers a determinant factor to establish specific strategies. The following steps might be taken. . 1 External environment: PESTEL analysis Johnson pointed out the PESTEL framework as an effective tool for analyzing the macro-environment. Moreover, it helps the company to know what is going on outside the organization and how external factors are likely to change in the future. PESTEL refers to six points: political, economic, social, technological, environmental and legal (Johnson, 2008). It is clear that this framework includes all external aspects. Through this framework, Ryanair could get a better understand of the unfam iliar Chinese market.Then, on the basis of this, Ryanair could carry out accurate methods that are suitable for Chinese customers. 3. 1. 1 Political issues The political point is related to political and state systems, policies and regulations. Aviation is an industry that is very sensitive to political changes. In the meantime, aviation is strictly regulated by government. Chinese aviation started late, therefore its laws and regulations have several shortcomings. With the gradual deepening of its economic reforms in recent years, the Civil Aviation Administration of China opened the door for non-state owned enterprises in 2004.After that, a series of loosening policies regarding airline routes have been put forward to provide more chances for low-cost carriers. Up through late 2007, the Chinese government concluded 110 bilateral agreements with foreign states (The Report of Chinese Aviation, 2008). On the one hand, this move indicated that the Chinese aviation industry was at the international stage to seek further development. On the other hand, it means that the Chinese market relaxed rules on foreign ownership of airline. Through corporation, the monopoly concerning a reservation in fuel price, maintenance fees or tickets would be broken up.In addition, there has been a dramatic increase in space resources. As of 2007, Chinese aviation implemented the Reduced Vertical Separation Minimum (RVSM) cruising altitude between 8,400 meters and 12,500 meters. RVSM went up from 7 to 13. This implied that space environment would be optimized and flights would be unobstructed. Beyond a new regulation applied regarding airline tickets in 2004, the Chinese government gradually relaxed price control. The measure was of immense significance in long-term development of airlines. 3. 1. 2 EconomicIn 2009, the financial crisis swept through the global, and the world economy has been greatly affected by it. However, even under this circumstance, the Chinese GDP was 33. 5 tril lion yuan, up by 8. 7 percent over the previous year. Fiscal revenues reached 6. 85 trillion yuan, an increase of 11. 7 percent (Report of the Work of the Government 2010). Constant economic growth provides an attractive environment for aviation industry. The following table indicates the development of civil aviation in recent years: Tab1e 1: The Development of Civil Aviation in Recent YearsYear Item| 2004| 2005| 2006| 2007| 2008| Length of Transport Routes (10 000 km)| 204. 94| 199. 85| 211. 35| 234. 30| 246. 18| Total Passengers Traffic (10,000 persons)| 12,123| 13,827| 15,968| 18,576| 19,251| Total Passage-Kilometers (100 million passenger-km)| 1,782. 3| 2,044. 9| 2,370. 7| 2,791. 7| 2,882. 8| Sources from China Statistic Yearbook 2009 As can be seen from Table 1, Chinese civil aviation has maintained a sustained, rapid and sound development. Moreover, the rise in the value of RMB will work to the advantage of aviation.It contributed to cutting down the cost of crude oil import. To some extent, airlines could benefit from it and improve profitability. The financial crisis had a noticeable impact on the fuel market, which is the lifeline of aviation. As a whole, the global fuel price market decreased from $80 per barrel to $74. 07 per barrel. Whereas, in view of the Chinese fuel market monopolized by China National Aviation Fuel and high demand in the domestic market, Chinese fuel prices ran counter to the international situation and had an upward tendency.Hence, this is a big challenge for airlines (Hu,2010). 3. 1. 3 Social Since the adoption of reform and opening policies, China has made headway socially and demographically. In the first place, Chinese people’s living standards have greatly improved. The annual per capita disposable income and annual per capita consumption expenditure of urban households have seen a dramatic increase to reach 15,781 yuan, 11,243 yuan, respectively. After 30 years of arduous efforts, the excessive population growth has been brought under effective control.Furthermore, China’s population has basically accomplished the change-over to the population reproduction pattern characterized by low-birth rate, death rate and growth. Based on statistics provided by the State Statistical Bureau, by 2008, China had a population of 1. 3 billion. In the second place, residence, transportation and communication, as well as recreation, education and culture contributed to the promotion of the continuous growth of domestic consumption. Take 2006 as an example, the annual per capita living expenses of urban residents was 59,370. 3 billion yuan.In comparison with last year, transportation and communication rose by 13. 8%, and the other two items went up by 10. 8%. The major factor that caused the results above was due to changes of the social-cultural environment. Thus, people’s lifestyles, including transportation and travel choices have changed subsequently. In recent years, the rate of tourism had an upward tendency, climbing from 26% in 2001 to 36. 7% in 2007 throughout the whole air transportation market. Moreover, the number of self-funded travelers accounted for 50. 7% in the tourism industry (China Statistical Yearbook, 2009).Last but not least, with close relationships of educational institutions between different nations, the quantity of students who study abroad is increasing year by year. In particular, through a ten-year development period, the number of students in 2008 was ten times higher than that in 1998; it reached 179,800 persons. 3. 1. 4 Technology First, we can acknowledge that advanced technology has resulted in cost reductions for airlines. As a result, as the most famous civil aircraft manufacturing companies in the world, Boeing and Airbus continually issue new economical and practical aircraft, like the Boeing 777 series and Airbus A380.Secondly, simplifying the business program(StB)was proposed by International Air Transport Association in 2004. It i s a new approach that aims to reduce airline expenses and offer better services for passengers. The StB program compromises five parts: bar-coded boarding passes (BCBP), IATA e-freight, IATA e-services, the Baggage Improvement Program and the Fast Travel Program. With the aid of the StB Program, airlines can sell tickets by direct marketing and vending machine or booking tickets via the Internet, mobile phones and land lines.Since 2006, e-ticketing has been implemented widely in the domestic market and is up to 100%. It was estimated that, after implementing e-tickets, the cost of each ticket would decrease by two-thirds, and there is no denying that this measure would bring huge potentials regarding a decrease in operation expense for airlines(Wu,2007) Thirdly, with the rapid improvement of air-traffic management and overall industrial technology and equipment levels, the utilization rate of national airspace resources had a significant rise.In the meantime, increased numbers of ai rcraft have driven the development of the aircraft maintenance market, extending the useful life of civil planes, which endure 25–30 years. Lastly, along with the quick development of civil airlines, the supply and demand of pilots in the transport market is increasingly prominent. With regard to training and recruiting pilots, there is fierce competition between new airlines and existing airlines. As an administrative department, the Civil Aviation Administration of China is cautious about turnover as to pilots.To a great extent, the liberalization of rules pertaining to pilots is still restricted by laws and regulations, thereby hindering long-term development of new airlines (Fang, 2009) 3. 1. 5 Environment In contemporary society, human beings have gradually raised their awareness of saving resources and protecting the environment. Hence, consumers are willing to back â€Å"no-frill,† low-cost carriers. Analysis of the low-cost carrier market in China and the Inves tment Advisory Report, 2006–2007, showed that 79% of customers would accept products provided by low cost airlines.Next, in 2012, the European Union will begin to charge for carbon emission. Obviously, it is not good for high-speed growth but imperfect Chinese aviation. In spite of China vigorously pushing forward energy conservation and greenhouse gas emissions reduction, nevertheless, under the current technology and situation, to reduce greenhouse gas emission, it must depend on technology rather than fuel decreases. Because of insufficiency or drawbacks of relevant laws and regulations, at present, China has not formulated a relevant policy in terms of charging carbon emissions.This contributes to more and more foreign airlines paying more attention to the Chinese aviation market of the future (Li, 2010) Finally, through decades of operation and development, Chinese airports have begun to take shape. By 2008, China had 152 civil airports. Beyond that, passenger traffic an d freight traffic achieved great performances: 19,251,000 persons and 4,076,376, tons respectively (The Year book of China, 2009). Currently China is speeding the construction pace. The Civil Aviation Administration of China has announced that by 2020, China will set up more than 97 airports.By then, 80% of the area will be covered, so that 82% of the total population would enjoy airline service (Tan, 2003) 3. 1. 6 Legal Although world aviation has become wired, foreign airlines that would like to enter and operate in China also face a great many difficulties in the aspects of market and technology and, especially, laws and regulations. For instance, according to the General Administration of Civil Aviation Law of China, Article 177 states that it does not allow transportation between any two points in the areas of China for foreign airlines.Besides, foreign airlines’ timetables and flight plans must report to relevant aviation departments in a timely fashion. To some extent, it undoubtedly becomes an obstacle to free development in aviation. In addition, lack of relative facilities results from the immature advancement of aviation in China. Like most cities having only one main airport, the construction of a secondary airport still falls far short of needs of modern aviation. Consequently, this is a big problem that should not be ignored by foreign airlines. 3. 2 Internal environment: SWOT analysisSWOT was first put forward by Albert Humphrey in the 1960s and mainly deals with an enterprise’s internal environmental analysis. It is the method that is used for arriving at deep and comprehensive understanding of a company’s own strategic competence, as well as a business environment before the company works out the adaptation strategy in the new circumstances. SWOT refers to strength, weakness, opportunity and threat. Among these four aspects, ST focuses on company, while OT pays more attention to relevant competitors’ effects.By appl ying this, the enterprise could realize what factors are beneficial to it and then carry forward them in the future. Meanwhile, the organization should find some existing serious problems that would have adverse influence on further development. Then, it should find a solution to the problems or try to avoid them in practice. By this method, the company could make best use of the advantages and bypass the disadvantages so as to attain sustainable development (Johnson, et al. ,2008) The following picture shows a summary in respect of Ryanair’s SWOT analysis: Table 2: Ryanair’s SWOT AnalysisStrength| 1. Powerful brand support2. Low fares3. Low operation cost and high ancillary incomes4. High efficiency, flexible operation| Weakness| 1. Service quality decrease2. Regulation restrictions3. Changes of charges have great impact on Ryanair4. Limited niche market| Opportunities| 1. Tremendous civil market potentials2. Economic downturn3. Ambitious expansion | Threats| 1. High- speed development of other substitutes2. Fierce competition and pressure from other civil airlines3. Excessively depends on jet fuel market and low price| 3. 2. 1 StrengthsAfter 20 years of arduous efforts, Ryanair has already built up an enterprise image and exploited the brand with its own characteristic in the European LCC market. The Economist magazine called it â€Å"the best airline which could earn a large amount of money. † Wall Street Daily considered Ryanair’s stock as the most popular and the most valuable to purchase (Wang, 2008) It has made marked achievements in every respect, as can be seen from the table below in terms of general accomplishments: Table 3: Highlights of Ryanair’s Finances â‚ ¬ Key items| 2010 | 2009| change|Operating revenue| 2,988. 1| 2,942. 0| +2%| Net profit /(loss) after tax| 305. 3| (169. 2)| +280%| Scheduled passengers| 66. 5m| 58. 6m| +14%| Fleet at period end| 232| 181| +28%| Average number of employees| 7,032| 6,369| + 10%| Adapted from Ryanair Annual report 2010 Since its establishment until now, Ryanair has always persisted in the philosophy of business: Let more and more customers enjoy low fare, even for free. A survey of different airlines and their fares follows: Figure 1: Comparison of average fares of four airlines. â‚ ¬ Source: Ryanair Annual Report 2010.Ryanair can in fact issue tickets much cheaper than other airlines. That’s the reason why the total Ryanair scheduled passengers came out to â‚ ¬ 66. 5 million. With such cheap fares, Ryanair can still make profits. The reason is attributed to an emphasis on minimizing operations costs, which includes: aircraft purchasing, daily maintenance and selection of airports, online booking and personnel expense. Apart from these, Ryanair tries to earn more from ancillary service while reducing costs. For example, customers could book cars or hotels, and even some low fare tickets of concerns from Ryanair’s websites easily.Besi des, Ryanair is considered a conspicuous billboard as its aircrafts and even its trays are fully sprayed with different companies’ advertisements. This action brings about considerable income to Ryanair. In 2010, the advertising income reached â‚ ¬663. 6million. Definitely, a highly productive work force also plays a pivotal role in the way to success. It is reported that each Ryanair’s emplyee can serve 9,457 passengers per year. To mobilize the enthusiasm of employees, Ryanair brought out air bonuses and participation in Ryanair’s valuable option project (Ryan air Annual Report 2010). 3. . 2 Weaknesses Due to reduction in Ryanair’s various operation expenses, a variety of free services have been cancelled. At present, customers must pay to use the toilet. Therefore, more limitations are sure to follow, service quality decrease and then, increasingly, customer complaints. The most serious negative issue has been the severe criticism continually releas ed by the news media, and it has harmed the company’s overall image and interest. Ryanair’s target market mainly focuses on leisure-travel customers and short point-to-point routes. Although it does not have higher standards of ervice, Ryanair is extremely sensitive to price. That is to say, once Ryanair raises prices slightly, it will lose lots of customers. Nevertheless, as the company’s scale is constantly enlalrging, costs will go up proportionately. Therefore, limited niche market and increasing cost are not propitious for further expansion of the company. Currently, Ryanair confronts a tough situation, which involves how to balance the company’s benefits and customers’ requirements appropriately. In spite of Chinese aviation advocates; reform and innovation, China is not completely wide open to foreign airlines.Local laws and regulation restrictions are not conducive to Ryanair’s entry. 3. 2. 3 Opportunities Compared with advanced coun tries, although China aviation is advancing rapidly, it still has plenty of drawbacks, particularly in the low-cost carrier area. 2008 Chinese Aviation Report implied that China has a huge market with big potential and wide prospects in civil aviation. However, nowadays, there is only one small-scale, low-cost airline, Spring Airline, in China’s domestic market. Apparently, existing fleets and routes are difficult to satisfy a increase of domestic demand.Ryanair’s entry will fill the low-cost carrier vacancy. Moreover, it has been proved that low-cost carriers can benefit during economic downturn(Kerpen, 2004). lobal recession leads to a sharp fall in public income. Therefore, the public turns to low fares to reduce expenses. A host of customers would rather choose Ryanair, which does not have free services, than general flagship airlines that offer higher standards of service. Apparently, the economic slump brings infinite business chances and generous profits for Rya nair. Ryanair is planing to enlarge its fleet to acquire 200–300 planes by 2016.Due to bulk buying, Boeing and Airbus quote Ryanair the most favourable prices to acquire such big orders. In that case, it not only saves costs but also offers sufficient funds to invest in overseas markets. Ryanair’s ambitious expansion could come true in the near future. 3. 2. 4 Threats Rapid development of Chinese railways and highways in recent years should be a concern for air carriers. Ever since the transportation industry has advanced steadily, railways and highways have held leading positions. Because civil aviation is subject to its own conditions, in freight traffic, t had a very big lead compared with railways and highways. This is shown in the table below: Table 4: Key Statistics Comparision between Railways, Highways and Civil Aviation Items| Year| Passenger Traffic (10,000 persons)| Passenger-Kilometers (100million passenger-km)| Freight Traffic (10,000 tons)| Railways| 2006 | 125,656| 6,622. 1| 288,224| | 2007| 135,670| 7,216. 3| 314,237| | 2008| 146,193| 7,778. 6| 330,354| Highways| 2006| 1860,487| 10,130. 8| 1,466,347| | 2007| 2,050,680| 11,506. 8| 1,639,432| | 2008| 2,682,114| 12,476. 1| 1,916,759| Civil Aviation| 2006| 15,968| 2,370. | 349. 4| | 2007| 18,576| 2,791. 7| 401. 8| | 2008| 19251| 2,882. 8| 407. 6| Adapt from Chinese Statistic Yearbook 2009 As shown in the diagram, from 2006 to 2009, people would rather choose railways and highways than civil aviation. Furthermore, as mentioned above, the statistics of railways and highways far exceed that of civil aviation. In 2002, civil aviation was reconstructed and reorganized. From then on, competition through three airline groups involving Air China, China Southern Airlines and China Eastern Airlines has taken shape in the civil aviation market.The three airlines have the market share for 80% in China. There is no denying that these three airlines groups pose a huge threat to Ryanair. They would t ake full advantage of their own strengths to freeze out new competitors. More importantly, Ryanair is famous for its low fares. Jet fuel is a major component of Ryanair’s operations costs. However, as cost of jet fuel has risen, Ryanair’s ticket prices have spiraled up to match them. Therefore, this action is directly opposite to the aim of the company. Ryanair would lost a large number of customers because of its relative high fare compared with privious price. . 3 Summary As discussed in the PESTEL and SWOT analyses above, as a whole, the external environment is conducive to Ryanair’s entry and development in China, specifically, the attractive points were policy relaxation to foreign airlines and high demand for low-fare carriers. However, Ryanair would have to pay more attention to techniques and legal restrictions in certain aspects. Only after analysing the external environment objectively will Ryanair enter the Chinese market smoothly. In the meantime, th e internal environment is equally fundamental.After placing more emphasis on understanding the other airlines and Ryanair itself, then it will be able to fight a hundred battles without danger of defeat as the result of wise decision making and strategic adjustments in a short time. 4. Business strategy 4. 1 Entry mode strategy 4. 1. 1 Potential problems Given that aviation is a sensitive industry, there is no doubt that Ryanair will face some tough problems that could interfere with its entry plans or progress. In particular, the Chinese government puts up all sorts of obstacles, and these factors are concretely revealed by the following.The first obstacle is the imposition of restrictions on setting ticket prices. Civil aviation-transport price reforms state that on the basis of benchmark prices, airlines may set a price which increases 25% and decreases no more than 45% (Wu, 2007). Compared to the previous rule, the government has relaxed controls on prices. Nevertheless, it is s till hard to satisfy the requirements of low-cost carriers, which rely on low fares to gain a larger share of the market. The second obstacle is the control of air-route management rights. So far, there are 115 airports which are completely open.Airlines could freely arrange air route entry and quit based on actual market demands by themselves. However, these airports’ handling capacities are relatively small and the low-cost carrier’s self-potential is subject to it. The last obstacle is the monopoly pattern in civil aviation. At present, Air China, China Southern Airlines and China Eastern Airlines have become three powers of civil aviation. At times, the three-airline group launches its own low-cost tickets in order to develop market share. Ultimately, their positions in the domestic market are strengthened.As a new entrant to the Chinese market, the three-airline group’s low-cost strategy will negatively affect Ryanair. 4. 1. 2 Solution: Joint Ventures As st ated above, the way to enter a new market is not completely clear for new entrants. To avoid some unpreditable factors that would arise in the Chinese market and to lower risks attributed to lack of knowledge regarding market information or market situations, joint ventures are the most convenient and effective solution for Ryanair, especially a minority joint venture. 4. 1. 2. 1 Brief introduction to joint venturesA joint venture is a â€Å"corporate child† that is a new entity given birth and jointly owned by two or more parent companies. (Peng, 2009)Generally, this is a common measure for new entrants to enter unfamiliar environments. That is to say, that Ryanair should seek other partners in the Chinese market. Two parties hold different proportions of equity and also share investment, management, risks and responsibility for profits or losses. At the beginning, owing to the fact that Ryanair stands at a disadvantage, it is imperative that gaining support from domestic fi rms make up the shortage of funds and resources.From all of the above, this measure is acceptable and advocated by local authorities, and they will even offer a preferential policy in the developing aviation industry. Yet it is certain that there will exist some drawbacks during the application of joint ventures. On the one hand, because of differences in background and corporate culture, a new company will be easily split on objectives and interests and even conflicts. On the other hand, sometimes both paties cannot reach a consensus in regard to equity allocation and operational control.At the end, it is often hard to coordinate globally on account of tight controls on a foreign subsidiary (Peng,2009). 4. 1. 2. 2 Partner: China Southern Airlines Based on an overrall consideration of various factors, Ryanair decided to choose China Southern Airlines as its partner. The following paragraphs show reasons why Ryanair mades the decision. First, highlights of China Southern Airlines fol low. Its headquarter is in Guangzhou. The company is made up of 13 branches and 5 subsidiaries throughout China.Futhermore, China Southern Airlines has set up two bases in Shanghai and Xian, and it also owns 54 foreign agencies abroad. China Southern Airlines possesses the highest number of aircraft, 400, the most advanced air route network and the biggest passenger traffic that up to 66,280,000 persons. At present, with Guangzhou and Beijing as major hubs, their air route networks and ranges of business have spread throughout the main cities in the world. In 2008, China Southern Airlines was honoured with â€Å"flight safety five stars† by the Civil Aviation Administration of China. Now it still keeps the longest safety records.China Southern Airlines always insists on â€Å"Safety First Principle† On the premise of safety, the firm constantly brings forth management level and technology innovation to improve its strength and international competitiveness. China South ern Airlines is the only airline that fosters pilots independently. Second, in some ways China Southern Airlines and Ryanair are complementary, eventually accomplishing a win-win situation. For China Southern Airlines, in spite of the fact that it plays an irreplaceable position in domestic aviation, the pattern of company management still has gaps compared to other European airlines.By joining Ryanair, China Southern Airlines not only brings fresh blood but also receives advanced management patterning. China Southern Airlines can absorb Ryanair’s rich experience regarding corporate governance and human resoure management to achieve rational resource allocation and high employee efficiency. In the meantime, China Southern Airlines’ business covers the whole country, and transport capacity cannot suit domestic market’s demands. Ryanair’s entry could lighten its burden in some air routes. More importantly, China Southern Airlines has lost in terms of intern ational air routes in recent years.Whilst Ryanair is the pioneer in the low-cost area in Europe. By means of Ryanair’s influence, China Southern Airlines could regulate tactics in Europe and make profits. Similarly, Ryanair can benefit from cooperating with China Southern Airlines. First and foremost, due to application of the joint venture, this it way complies with legal requirements, thereby diminishing entry resistance from the government to a great extent. Then Ryanair could develop smoothly regardless of culture or language differences under China Southern Airlines’ strong brand support and resouce sharing.At last, China Southern Airlines will offer the permission of using its bases and airports and pilots to Ryanair. This measure will reduce the anxiety caused by the shortage of resources. This is the only way that lowers Ryanair’s operation costs and carries on its low-fare business in China. 4. 2 Market Targeting Strategy When it comes to the target cli ents of low-fare carrier service, it mainly focuses on the special group that is characterized by high sensitivity to fare, high-price elasticity and price factor as their first consideration.Southwest Airlines was awared of the chief competitors of airlines are highways and railways. Generally, in short air routes, customers are sensitive to price. Because of short flight time, they do not require high-standard services. As a result, it is difficult to capture more customers through service differentiation. With regard to how to choose a target market accurately, there are three elements to be taken into consideration: First, price factor. Customers who prefer low-cost carriers are distributed into three classes.Initially, self-funded travellers. In general, tourists are customers who visit families and friends in their schedule in advance. They pay attention to low fares rather than immediacy to save travel expenditures. Next, the main character of this group is time flexibility. Finally, general business customers. Due to high air-ticket prices, sometimes they are restricted by unit to take planes. Once low fare are implemented, there is no significant distance between air tickets and train tickets, and they will welcome low-fare air tickets.Another thing is the length of flight time. In the present situation of the aviation market, the majority of flights take 3 hours. In order to decrease costs and raise aircraft utilization rates for low-fare carriers, 2 hours would be preferred. Humans usually select transportation like railways and highways due to cheaper prices, even if they spend a long time on the journey. Low-cost air fares not only save much time but also let more customers have access to comfortable trips and services (Olson and Peter, 2005) 4. 3 Pricing StrategyThere is no denying that low-cost strategy is the lifeblood for low-fare carriers’ existence. In the fierce competition of the aviation marketplace, flagship airlines launch their own ultra-low fare in the off-season. However, as flagship airlines are limited by high costs, offering low fares is only a temporary method to attract more customers. As a low-cost carrier, it is obvious that Ryanair’s fare should be much lower than the level of market. Only in this way can it obtain market share and optimize itself. So how to set its ticket prices? 4. 3. 1 The level of highest priceLow-cost carriers are known for low fares, therefore their highest prices cannot go beyond the full price of economy class of flagship airlines. If the price is quite low, it will affect the company’s profits. On the contrary, high price does not conform to the firm’s low-fare tenet. 4. 3. 2 The level of lowest price In China, owing to price control from the government, Ryanair could not implement its bottom-line price strategy. Hence, on the basis of regulation, Ryanair could properly provide two-thirds low fare tickets in every flight to draw customers.After the c ompany develops and reaches the maturity stage, it could gradually reduce low-fare tickets proportionally. 4. 3. 3 The level of average price On the one hand, the average price must be higher than the average cost to guarantee the firm’s normal operations and profits, ultimately, fulfilling Ryanair’s sustainable development and expansion. On the other hand, the low-cost carrier’s average price should be markedly lower than he average price of flagship airlines to win stable and long-term customers and capture a market share.Through moderate pricing, althought Ryanair’s air tickets are low, it could increase the passenger load factor to improve profitability in every flight. 4. 3. 4 Price choice on peak- season and off-season In peak-season, like holidays or festivals, Ryanair could consider raising the price a little higher than usual in some special and hot routes due to high demands of these days. Likewise, in the off-season, the best way to stimulate c ustomers’ consumption is to provide more low-fare tickets widely (Goddard, et al. ,2005) 4. 4 Marketing Strategy 4. 4. 1 Cooperation with mass commuicationAt the beginning of its China venture, Ryanair could take full advantage of its own aircraft to advertise for other companies through charging for advertisement fees. They could then spend this income on creating advertising compaigns for its low fare by means of newspapers, magazines, and television. Through a lot of press publicity, more and more people would be interested in this new thing. Moreover, people would be willing to get more information about low-cost carrier and they would like to enjoy so cheap price. At that moment, Ryanair could launch some promotion plans to stimulate customer interest. . 4. 2 Cooperation with local authorities Low fares are the lifeline of Ryanair, without this advantage, it is impossible to compete with other airines. So enhancing cooperation with local authorities is necessary. As a ma tter of fact, current price control policy makes it difficult to meet the competitive market’s needs. Indeed, Ryanair should set a good example to abide by regulations, and then lead by example against unfair competition. Once having set up a good relationship with local authorities, Ryanair can obtain more benefits like use of second-level airports at very reasonable prices. . 4. 3 Cooperation with China Southern Airlines For Ryanair, air route selection and pilot demands are two main operation issues. With the help of China Southern Airlines, Ryanair can apply for the hottest tourism routes to carry out point-to-point flights. When the market turns to off-season, Ryanair should timely change its route to some charter flights. For instance, these years personnel, economic and cultural exchanges across the Taiwan Straits have kept increasing. Therefore, setting up regular air service in this route would satisfy demand growth.In the meantime, Ryanair uses single type aircraft, so it can share pilots and aircraft maintenance expense with China Southern Airlines, and this leads to cost decline. Finally, Ryanair could truly implement its low fare and foster a good and healthy company image. What’s more, in order to avoid heavy traffic at hub airports, Ryanair could widely increase the second-level airport utilization rate of China Southern Airlines. This would result in punctual rates and leave a good impression on the customers. Besides, China Southern Airlines also provides Ryanair with its sselling platform: online booking or using agencies all over the country. . 5 Summary To sum up, before Ryanair decides to enter the Chinese market, it should anticipate some problems that may happen during the process. Then, based on an overall consideration of various factors, Ryanair should plan to invest in the form of a joint venture with China Southern Airlines. The next step wold be Ryanair’s market targeting emphasis on self-funded travellers, cus tomers who would like to visit families or friends and general business customers. At the same time, flight time should take two hours. Ryanair must keep an eye on this group’s customers’s demands.After that, it should look to the high level, the low level, average level and different period price principles to set up flexible and appropriate air-ticket prices. As to marketing, Ryan air should coordinate the relationship with mass commuication, local authorities and China Southern Airlines. Only combining the strategies listed above can Ryanair achieve global optimization and obtain long term development. 5. Conclusion The entry into the Chinese market is an essential step of Ryanair’s expansion plan outside Europe.In this way, it is inevitable that Ryanair will face a rare chance for development as well as tough challenges. Therefore, this paper firstly summarized Ryanair’s own competitive advantages and showed why Ryanair possessed the capability to ext end its low-cost business in China. On the basis of this, Ryanair must have a profound and thorough understanding of the new market, for instance: current policies and laws of aviation, Chinese customers’ consumption concepts and behaviours, and the differences between China and other European markets.Hence, the next section objectively amplified on the internal and external environments with SWOT and PESTEL analyses. On the whole, although in some aspects Ryanair is still subject to Chinese aviation regulations and laws, owing to the fact that aviation develops at high speed and given the domestic market’s huge demand, the Chinese aviation environment is suitable for low-cost airlines existence and advancement. In accordance with the environmental analyses, specific business strategies to enter China are proposed.At first, Ryanair should adopt a joint venture to cooperate with China Southern Airline. Only in this way can it reduce entry risks and restrictions from the government. Then, on that premise, Ryanair should set up a market target strategy, pricing strategy and marketing strategy in detail. Ultimately, Ryanair will fulfill its purpose of entering Chinese aviation smoothly and achieving success there. In this study, there still exists a problem to be considered