Essay --

Neither nimble nor plan-driven procedures and strategies give a silver projectile. According to Boehm and Turner ideas of adjusting spryness and Discipline six model ends were made, of which initial one is that neither lithe nor plan-driven procedures and strategies give a silver projectile which suggests that both of the nimble or plan-driven methodology isn't appropriate in all circumstances. Both the procedures manages the fundamental programming designing confusions like multifaceted nature, variability, imperceptibility and similarity while both the procedures have its own favorable circumstances and disservices. Lithe technique somewhat accomplishes variability and imperceptibility as the project’s systems and its execution is talked about and shared among all the individuals from a group though it misfires to deal with intricacy of the task and congruity. Likewise dexterous strategy bombs in scaling up to huge complex tasks. Plan driven ideas handle congruity and intangibility as careful documentation and broad arranging is finished. Yet, it bombs in dealing with variability as it is hard to do re-documentation without fail and furthermore neglects to deal with expanding unpredictability as new frameworks are included which includes undertaking incorporation. Thus it tends to be said that neither dexterous nor plan-driven procedures give silver shots rather they can be named as lead slugs exclusively. Nimble and plan-driven procedures and strategies have home grounds where one plainly commands the other. Considering the arrangement of conditions under which the undertaking is well on the way to succeed home grounds are inferred both for the spry and plan driven procedures. As the task contrast from the home ground conditions the hazard in utilizing the methodology likewise increments. Investigating these home ground factor... ...pproaches for accomplishing balance among light-footed and plan driven procedures like gem orange, DSDM, FDD and lean turn of events. Same is followed for plan driven strategies that are progressively lightweight like RUP (Rational Unified Process).Basing upon the venture prerequisites the techniques best appropriate to the undertaking are created with a mix of both nimble and plan driven methodologies. It is smarter to fabricate your procedure and strategy up than to tailor it down. By and large arrangement driven procedures works on building up comprehensive methodologies intended to tailor it down to fit a specific circumstance. Be that as it may, fitting down comprehensive strategies requires exceptionally experienced staff and prompts pointless costs in time and assets, Instead it is suggested that we develop our own strategy beginning with insignificant arrangements of practices and including additional items just in the event that it is fundamental and defended.

Critically evaluate the impact of social media on the business world Essay - 1

Fundamentally assess the effect of internet based life on the business world and our life - Essay Example This has caused internet based life to greatly affect the business world and our individual life. Inside the corporate world, online life is picking up ubiquity where it is being utilized in normal tasks of numerous organizations; this is mostly in light of the fact that it gives an ideal chance to exploit the universe of the mouth, where individuals are associated on a worldwide scale. Corporate messages via web-based networking media channels to arrive at new clients are passed on, this is done through communicate of positive input in regards to the corporate message and its items. With this message, internet based life guarantee that clients are held subsequently fabricating a positive client dependability. Furthermore, disappointed clients are additionally reached legitimately inside their own web based life condition where the organization sets out on discovering better and progressively imaginative methods of improving the item or administration that they offer in the market ou tside (Bakardjieva and Gaden, 2011). Online networking are generally ease channels, which an organization can use to showcase and promote its items to a large number of purchasers. A genuine model is utilizing Facebook an organization simply need to make a page inside it where individuals will need to like the page and have data which the organization expects them to get in their PCs, tablets or even telephone. This has seen organizations have million preferences, which implies more individuals are grasping this stage causing the organization to appreciate modest publicizing stage. Web-based social networking likewise goes about as a client connection the board as well, for the most part for organizations which are selling items and administrations. Brand organizing has become an approach to profit by social patterns, which is additionally a rich showcasing apparatus. An organization can expand its arrival on promoting dollars by connecting with potential clients through online life than making dependence on the signifi cant expense broadcast notice. Web based life likewise permits an organization to tune in to a contender message. Then again, this makes the listening organization have procedures and

7 Basic Tips For Improving Your Blogs Alexa Rank

7 Basic Tips For Improving Your Blogs Alexa Rank Make Money Online Queries? Struggling To Get Traffic To Your Blog? Sign Up On (HBB) Forum Now!7 Basic Tips For Improving Your Blogs Alexa RankUpdated On 05/03/2016Author : Pradeep KumarTopic : BloggingShort URL : http://hbb.me/PoFN5l CONNECT WITH HBB ON SOCIAL MEDIA Follow @HellBoundBlogIf Im going to advertise in a blog, other than page visits and views, I will check their 3 ranks. They are PageRank, Technorati Rank and Alexa Rank. Now in this article Ill share some tips to improve the Alexa rank of your blog. When I started HB, its Alexa rank was around 700k and now it is around 70k (and now it is 10K). Credits go to you people only. Thank You!Bringing my blogs Alexa rank below 100k was one of my site goals for 2009.Whats the use of Alexa Rank?Webmasters, advertisers and ad networks use your blog’s Alexa rank to determine the worth of a link on your website. Advertisers and other people approach you after seeing your blogs Alexa rank. Fortunately, I experienced these things. Ev en BuySellAds (BSA) approves only if you have a good Alexa rank.Tips for improving your blogs Alexa rank#1 Use Toolbar : Install Alexa Toolbar. Alexa currently has toolbar for IE and Firefox only, hard luck for Chrome and Opera users. Now set your blog as homepage in both the browsers. You can do this in your relatives and friends house or even in browsing centers. You can also download and install HBB Alexa Toolbar.READWhy Content Is Important For Blogs?#2 Use Widget : Many blog owners found this tip useful. Placing Alexa Rank Widget in your blog helps a lot. But it is worth trying.#3 Consistency : Alexa rank automatically improves if you update your blog frequently with good contents. Update your blog daily for a better Alexa rank.#4 Write About Alexa : Many bloggers love to learn the tips for improving Alexa rank. They’ll link to you and send you targeted traffic. It is better to keep Alexa as a category or a tag.#5 Reviews And Ratings : Some bloggers claim this tip has something to do with Alexa rank. Try to increase reviews and ratings for your Alexa website profile. You are most welcome to write one for HB.#6 Update Info : Update your listing data and blogs site info using their Self-service tools. It gives a professional touch to it.#7 Claim The Blog : Create an Alexa account or use your existing Facebook account and claim your blog. You can verify by uploading a text file or using a meta tag code.Though many people dont believe in Alexa rankings, it is still ruling the blogosphere.If you got any Alexa tips to add please share/comment about it! ??

Film Score Music - 3231 Words

Film Score Music To say that music plays a large role in our society would not do justice to one of the most important and popular art forms of yesterday and today. We underestimate the effectiveness and power that music, in any form , can have over even the most insensitive of people. In almost everything we do and see music is involved in some form or another. Be it a piece played at a wedding, a song played on the radio or even the music played in the background in a television commercial. The music is always there, reminding us of past experiences, making us smile and feel exhilaration and sometimes even making us cry. It is this power that music has over us that film score composers take advantage of when they are writing the†¦show more content†¦The musicians paid little attention to the film and played arbitrarily. This meant that often a serious or dramatic scene would be occurring on the screen wile the musician played something comical or something that belonged to a scene with a car chase. Sound-effects men were soon added to the sounds behind a film. This would be a man that created noises, erg. train whistles and bells, fire engine bells, gun shots, explosions, cannon fire, etc. in order to add realism to the film. This made movie-going more popular which in turn bettered the standard of movie-making. It was at this point that the musicians hired to accompany the films began to take the music more seriously. Set standards were created but the musicians job was to make sure that these standards did not become monotonous. They also began the use of simple motif that would introduce a character or foreshadow an event. The motifs are the elements of the music that are extremely important in shaping the characters and the theme of the film. It was the use of these motifs that made the music much more sophisticated and people began to take the films more seriously. The idea of motifs did not disintegrate but rather became an important technique in the scoring of films in the years to come. By this time the music was ceasing to be merely and extra job for Vaudeville musicians and had actually become an art that needed and was given thought. The house musician, which later becameShow MoreRelatedJohn Williams: An Inspiration Essay1275 Words   |  6 Pages There has been much debate over the years about the originality of film music. On the one side there are the purists, who cry foul at the piecing together of classical segments simply because the film composer doesn’t have the time or the originality. On the other side there are the film score gurus, who insist that the composers were merely inspired by the earlier music and used the idea to write their own compositions. One composer in particular that has come under condemnationRead MoreEssay on The Sounds of Rebel Without a Cause898 Words   |  4 Pagescreate an original score for Rebel Without A Cause. Leonard Rosenman was born in 1924 and studied music in New York and Europe. His work as a film composer and arranger is very traditional, and has been regarded by some music critics as insignificant. However, Rosenman received Academy Awards and Oscar nominations for his work. Along with film scores, Rosenman wrote theme music and scores for numerous television shows. The score in Rebel Without A Cause is much like another film starring James DeanRead MoreMusic and Film Essays991 Words   |  4 Pagestypes of music heard in original scores during the silent film era and cites specific examples from The Birth of a Nation. (10 points) Music is an important form of art; it has always been utilized by each and every culture for entertainment purpose. Earlier in the silent film era, music was generally not included in the films but played in the beginning or at the end to entertain the audience. Later music was used in the form of background score to provide strength to the scenes of the film. ThereRead MoreMusic Is Vital For Film From The First Silent Film1608 Words   |  7 PagesMusic is vital to film from the first silent film to modern IMAX films. In order to understand the significance of film music, it must be defined. Grove Music Online defines film music as music composed, arranged, compile or improvised to accompany motion pictures. In the sound cinema, music is recorded as a soundtrack on the film stock and reproduced in exact synchronization with the projected visual image. This paper discusses the history and methods of music in film, explains the psychologicalRead MoreReview Of Stanley Kubrick s 2001 : A Space Odyssey 1591 Words   |  7 Pages ESSAY Drawing on the work of Chion, Eisenstein or others, assess how effective the film soundtrack is in either Forbidden Planet, Points in Space or 2001. Stanley Kubrick’s legendary film â€Å"2001 : A Space Odyssey† (1968) is an epic of space exploration and meditation on the possibility of extraterrestrial influence on the process of human evolution. The film is set in the near future at a time when the moon is colonised and space travel, at least around the planetary system, is quite usual. Read MoreThe Sounds Of Captivity : Music Often Supplements Movies1356 Words   |  6 PagesThe Sounds of Seclusion Music often supplements movies. Even before the age of â€Å"talking pictures,† live musicians would accompany films to mask unflattering projector noise. Today, filmmakers typically use music throughout their movies to intensify the action and/or atmosphere. However, throughout the majority of Cast Away, director Robert Zemeckis gives the whispers of nature precedence over a film score; though unconventional, his use of sound efficiently enhances the film. In Cast Away, a time-obsessedRead MoreAnalysis Of Hans Zimmer s Interstellar 1310 Words   |  6 PagesIntroduction A film soundtrack refers to the original music that is written and composed to accompany a given film. A number of cues, instrumentals and orchestral music make part of it. They are carefully timed to start and end at specific moments during the films performance so as to make the narrative better as well as improve the emotional impact of certain scenes. In this paper, we perform a critical analysis of Hans Zimmers Interstellar soundtrack. Hans Zimmer’s Interstellar soundtrackRead MoreFilm Analysis : Film Scores886 Words   |  4 PagesSPC 2608 INFORMATIVE FULL SPEAKING OUTLINE SPEECH TITLE: Film Scores 101 SPECIFIC PURPOSE: My purpose is to inform my audience about the history of film scores, how they are made, and how film scores have changed recently because of technology. CENTRAL IDEA/THESIS: Film scores are an undoubtedly important part of the movie watching experience, however you may not know about how they were first introduced, the process it takes to make them, or how they have changed over time. INTRODUCTION:Read MoreMus 468i Midterm 1 Essay776 Words   |  4 PagesMidterm #1 Essays 1) Describe the three basic types of music heard in original scores during the silent film era and cites specific examples from The Birth of a Nation. (10 points) Adaptations of classical works, arrangements of well-known melodies, and newly composed music are the three basic types of music that is heard in The Birth of the Nation. Adaptations of Classical Works involve large action and dramatic scenes in most cases, but, Mass a passage in the Birth of the Nation that was attributedRead MoreExamining the Music of Big Fish and Cold Mountain Essay1382 Words   |  6 Pagesunderscoring of both films is opposing in the methods used to achieve similar ends; namely, serving the five functions. Danny Elfman, the composer for this Tim Burton film, interlaced an intricate and organized underscoring for the film, forming a piece that rivals that of Edward Scissor Hands. A first noticeable difference between the two films is the sheer amount of underscoring and source music used in one film as compared to another. Big Fish uses abounding amounts of film music, varied in nature

Fashion Design and Fashion Merchandising Two Potential Tracks for the Fashion-Minded Student 2019

Two out of four employers in the fashion industry look for workers with credentials such as a bachelors degree in fashion design or a bachelors degree in fashion merchandising. According to the Bureau of Labor Statistics, job competition is expected to be high given the relatively few new positions that open up each year and the amount of professionals who are attracted to the field. In this industry of sharp competition, choosing the appropriate degree could be a significant factor in increasing a students potential for landing that first fashion job. Fashion design and fashion merchandising are two common degrees that students are pursuing through programs similar to those developed by Westwood College. Westwood College graduates with a bachelors degree in fashion design engage in activities such as designing custom garments, attending fashion shows to showcase sample work, and analyzing trends and customer preferences. Other graduates from Westwood College with a bachelors degree in fashion merchandising are more often involved in activities such as product buying, visual merchandising (arranging store front displays), and retail management. Whereas fashion designers are the creative muscle behind the industry, fashion merchandisers specialize in the business know-how that helps products sell. .ubdb10e7a0da6c4a27ca204013566498f { padding:0px; margin: 0; padding-top:1em!important; padding-bottom:1em!important; width:100%; display: block; font-weight:bold; background-color:#eaeaea; border:0!important; border-left:4px solid #34495E!important; box-shadow: 0 1px 2px rgba(0, 0, 0, 0.17); -moz-box-shadow: 0 1px 2px rgba(0, 0, 0, 0.17); -o-box-shadow: 0 1px 2px rgba(0, 0, 0, 0.17); -webkit-box-shadow: 0 1px 2px rgba(0, 0, 0, 0.17); text-decoration:none; } .ubdb10e7a0da6c4a27ca204013566498f:active, .ubdb10e7a0da6c4a27ca204013566498f:hover { opacity: 1; transition: opacity 250ms; webkit-transition: opacity 250ms; text-decoration:none; } .ubdb10e7a0da6c4a27ca204013566498f { transition: background-color 250ms; webkit-transition: background-color 250ms; opacity: 1; transition: opacity 250ms; webkit-transition: opacity 250ms; } .ubdb10e7a0da6c4a27ca204013566498f .ctaText { font-weight:bold; color:inherit; text-decoration:none; font-size: 16px; } .ubdb10e7a0da6c4a27ca204013566498f .post Title { color:#000000; text-decoration: underline!important; font-size: 16px; } .ubdb10e7a0da6c4a27ca204013566498f:hover .postTitle { text-decoration: underline!important; } READ Counseling Marital Difficulties with a Master's Degree in Marriage and Family TherapyAll careers in the fashion industry require some amount of fashion sense and creativity. However, there are specific character traits that tend to lead to success in either fashion design or fashion merchandising. Students who are highly creative, enjoy drawing, and prefer to be trend setters may do well to enroll in a bachelors degree in fashion design. By contrast, students who rely more on analytical skills, are attracted to the idea of owning a business or retail store. The analytically-minded students tend to observe fashion trends and not jump right into following the trends just because they are popular. These individuals may be more successful with a bachelors degree in fashion merchandising. Because consumer demand is growing for stylish clothes at an affordable price, the majority of new jobs for graduates with a bachelors degree in fashion design will be with design firms that specialize in making clothing for department stores and retail chains. The Bureau of Labor Statistics also predicts that many fashion designers will choose to be self-employed. For example, prominent fashion designer Vera Wang worked for several years within the industry and eventually chose to open her own business in order to develop a personally designed line of bridal gowns. Graduates with a bachelors degree in fashion merchandising may also choose to open an independent business or may be employed as managers of retail stores. .u47a1fd801deaa59870f11c568607e682 { padding:0px; margin: 0; padding-top:1em!important; padding-bottom:1em!important; width:100%; display: block; font-weight:bold; background-color:#eaeaea; border:0!important; border-left:4px solid #34495E!important; box-shadow: 0 1px 2px rgba(0, 0, 0, 0.17); -moz-box-shadow: 0 1px 2px rgba(0, 0, 0, 0.17); -o-box-shadow: 0 1px 2px rgba(0, 0, 0, 0.17); -webkit-box-shadow: 0 1px 2px rgba(0, 0, 0, 0.17); text-decoration:none; } .u47a1fd801deaa59870f11c568607e682:active, .u47a1fd801deaa59870f11c568607e682:hover { opacity: 1; transition: opacity 250ms; webkit-transition: opacity 250ms; text-decoration:none; } .u47a1fd801deaa59870f11c568607e682 { transition: background-color 250ms; webkit-transition: background-color 250ms; opacity: 1; transition: opacity 250ms; webkit-transition: opacity 250ms; } .u47a1fd801deaa59870f11c568607e682 .ctaText { font-weight:bold; color:inherit; text-decoration:none; font-size: 16px; } .u47a1fd801deaa59870f11c568607e682 .post Title { color:#000000; text-decoration: underline!important; font-size: 16px; } .u47a1fd801deaa59870f11c568607e682:hover .postTitle { text-decoration: underline!important; } READ Careers in Health Care ManagementChoosing between a bachelors degree in fashion design and a bachelors degree in fashion merchandising can be an important initial step towards a lucrative career in the fashion industry. Each set of skills taught by the two degrees are essential in todays competitive market. Prospective students who whish to obtain further assistance at selecting the appropriate degree can contact Westwood College for more information. Students are also encouraged to visit College-Pages.com for a complete list of available programs and additional resources. Related ArticlesOnline Management Degree Program Work for Multiple Companies or Become Self-Employed as a Management AnalystConsidering an online Graphic Design degree Discover what it takes to compete.Online Associate Degree in Business Using an Associates Degree to Work as an Accounting TechnicianThe Path to Teaching A Bachelors Degree in EducationFind General Degree Programs from Accredited Colleges SchoolsBachelor Business Management Degree Use a Degree from Kaplan University to Boost a Small Business Start-Up .uafc32157e972ab1248c715ce5d8d4f08 { padding:0px; margin: 0; padding-top:1em!important; padding-bottom:1em!important; width:100%; display: block; font-weight:bold; background-color:#eaeaea; border:0!important; border-left:4px solid #34495E!important; box-shadow: 0 1px 2px rgba(0, 0, 0, 0.17); -moz-box-shadow: 0 1px 2px rgba(0, 0, 0, 0.17); -o-box-shadow: 0 1px 2px rgba(0, 0, 0, 0.17); -webkit-box-shadow: 0 1px 2px rgba(0, 0, 0, 0.17); text-decoration:none; } .uafc32157e972 ab1248c715ce5d8d4f08:active, .uafc32157e972ab1248c715ce5d8d4f08:hover { opacity: 1; transition: opacity 250ms; webkit-transition: opacity 250ms; text-decoration:none; } .uafc32157e972ab1248c715ce5d8d4f08 { transition: background-color 250ms; webkit-transition: background-color 250ms; opacity: 1; transition: opacity 250ms; webkit-transition: opacity 250ms; } .uafc32157e972ab1248c715ce5d8d4f08 .ctaText { font-weight:bold; color:inherit; text-decoration:none; font-size: 16px; } .uafc32157e972ab1248c715ce5d8d4f08 .postTitle { color:#000000; text-decoration: underline!important; font-size: 16px; } .uafc32157e972ab1248c715ce5d8d4f08:hover .postTitle { text-decoration: underline!important; } READ Find Online Law and Social Science Degree Programs

American Social Classes by Vance Packer - 809 Words

Throughout the Fifties, mass society started to rule in the United States. The 1950’s is one known as the Eisenhower era. As the Supreme Allied Commander in Western Europe throughout World War II, General Dwight D. Eisenhower headed the compels that battled a frantic battle against the Axis powers. The Fifties picked up a notoriety for being a serene time. Residents moved to the suburbs and TV began to take charge. The novel American Social Classes in the 1950’s by Vance Packer investigates of class conduct of America in the 1950’s so students can explore. One of the questions in this novel asked, â€Å"How Packard did tells us about the 1950’s?† I felt that it told decade taking after World War II. It was described by luxuriousness in much of American culture, offering ascent to elevated amounts of utilization and a blast in populace. Underneath this boundless success, in any case, lay developing destitution for a few Americans, and the hole between the rich and poor broadened. I enjoyed this book because it was an excellent study. One of the strengths of American Social Classes in 1950’s is that it’s a time capsule within itself. While reading this novel I realized that our society today is similar to the society in the 1950’s because of the booming market. In the early 1940s a period of plenitude started which by 1959 had arrived at extents incredible by any past measures. Almost a large portion of trillion dollars value of products and administrations -Show MoreRelatedStephen P. Robbins Timothy A. Judge (2011) Organizational Behaviour 15th Edition New Jersey: Prentice Hall393164 Words   |  1573 PagesManagement Skills 8 †¢ Effective versus Successful Managerial Activities 8 †¢ A Review of the Manager’s Job 9 Enter Organizational Behavior 10 Complementing Intuition with Systematic Study 11 Disciplines That Contribute to the OB Field 13 Psychology 14 †¢ Social Psychology 14 †¢ Sociology 14 †¢ Anthropology 14 There Are Few Absolutes in OB 14 Challenges and Opportunities for OB 15 Responding to Economic Pressures 15 †¢ Responding to Globalization 16 †¢ Managi ng Workforce Diversity 18 †¢ Improving Customer ServiceRead MoreFundamentals of Hrm263904 Words   |  1056 PagesTraining and Development 41 Compensation and Benefits 42 Employee Relations 42 vi Contents Top Management Commitment 43 Effective Upward Communication 43 Determining What to Communicate 44 Allowing for Feedback 44 Information Sources 44 The Americans with Disabilities Act of 1990 62 The Civil Rights Act of 1991 63 The Family and Medical Leave Act of 1993 63 Uniformed Services Employment and Reemployment Rights Act of 1994 64 Relevant Executive Orders 64 vii WORKPLACE ISSUES: HRM Certification

Sludge Lab Report free essay sample

For the first physical observation, I tried smelling the mixture. It smelled like permanent marker. Next I tried sticking a spoon in it and stirring the tan solid lightly. It looked like it was an extremely smooth sand. Finally, I tried drinking the liquid. Nah, I’m kidding! To start off, I will describe the liquid. I separated it simply by using the decanting technique. I carefully poured it off of the mixture of solids and into a separate plastic cup. Easy. The physical property of phase was used for separation. It was the only liquid in the mixture. Then I had to identify it. I smelled it and it had a permanent marker smell to it. That led me to believe it was an alcohol. Next, I tried measuring the density using a graduated cylinder and a balance. I measured the amount of alcohol I put in the graduated cylinder (volume) and how many grams it was on the balance (mass). We will write a custom essay sample on Sludge Lab Report or any similar topic specifically for you Do Not WasteYour Time HIRE WRITER Only 13.90 / page The volume was 9. 2cm3, the mass was 7. 25g, and the overall density was . 79cm3. That proved my liquid was not water. Finally, I tested the boiling point to determine what type of alcohol it was. I used a ring stand, thermometer, hot plate, test tube, and a beaker full of water. I placed the beaker full of water on the hot plate. I then filled the test tube with my liquid and attached it to the ring stand. Finally, I put the thermometer in the test tube and turned the hot plate on high. The liquid really started boiling around 78 degrees (Celsius), so I concluded that my alcohol was ethyl alcohol. Next we have the blackish/brownish particle layer. To separate it, I used the magnetic retrieval technique. This tests the physical property of magnetism. I simply used a magnet to retrieve the particles and a toothbrush to remove them from the magnet into a separate paper cup. There’s only one substance that is magnetic, but I had to do two more tests. I simply checked solubility in water in alcohol. It wasn’t soluble in either. It was, obviously, iron filings. The third substance I decided to separate from the mixture was the tan sand. After the liquid was removed, the solid wasn’t as silky and it was more like normal sand. I also discovered the â€Å"rocks† were actually clumps of this substance. ANOTHER thing I discovered was white/clear grains. Yes, it was a salt! That means there’s only one way to separate this stuff: dissolve and filter. I poured water onto the rest of the mixture and stirred it up for a solid minute or so. After that, I poured the water into a funnel lined with filter paper which dripped down into another cup. This left me with only the tan sand. First I tried smelling it. It had a REALLY strong smell. Secondly, I recalled it being in the alcohol with a few particles floating around. This got me to believe it was slightly soluble in alcohol. Finally, I tried testing solubility in water. It just floated at the top without any particles floating around in the water, so it wasn’t soluble in water. Due to these factors, I determined it was sulfur. Last, but certainly not least, the white/clear grains. Before I evaporated the water, I took note that it’s soluble in water. To separate it from the water, I evaporated it off. I simply put it on a hot plate, set it on high, and poof. Only grains. By now I identified it as a salt. My next test was alcohol solubility. Turns out, it’s only slightly because the alcohol was very cloudy after the dissolving process. Lastly, I put a sample on a watch glass with some water and left it out over night to check crystal shape. In the end, the crystals were spear shaped, leading me to the conclusion that it was potassium nitrate. All in all, my sludge consisted of ethyl alcohol, iron filings, sulfur, and potassium nitrate. I think my only difficulty was that I discovered the salt fairly late in the process. Overall, I enjoyed this lab because I really felt like I was doing something a real scientist would do. Oh yeah, and I felt a feeling of loss once I had to throw my work away. Sniff.

13 Top Traits of Quality Writing

If you want to be successful with content marketing, the words you choose matter. It is not enough to dump a heaping serving of word salad on the internet and hope you will attract profitable connections to your brand. The quality of your business’ writing has a significant impact on your company’s financial bottom line. But what is ‘quality writing’ and how can you be sure your content writers are delivering the caliber of content you need to grow your brand? Look for the following 10 top traits of quality writing and you will be well on your way towards profitable prose. 1. Serves a Need Quality writing serves a need. It is not created to fill a content quota. It answers a question and provides its audience with a perspective they might not otherwise have considered. Quality #writing serves a need. It is not created to fill a #content quota. It answers a question and provides its audience with a perspective they might not otherwise have considered. Click To Tweet 2. Provides Clarity Superb writing offers clarity to the reader. The reader does not need to work to understand. If your audience needs to put on their thinking cap just to try to understand the basis of your content, you are doing them a disservice. How can you go about being more clear in your writing? 3. Be Specific Think of all the homonyms (words that are spelled the same but have different meanings) in the English language: crane, date, dog, rose, type – the list goes on. A dog could be an animal, but it could also be a wicked person. And there are thousands of different breeds of the animal (there’s a range of differences between a bulldog and a great Dane). By being specific, you’ll make sure that the reader isn’t confused by your message. 4. Use Positive Language The word â€Å"not† gets thrown around quite a bit in writing. With some revision, however, we can spin those â€Å"not† phrases into something more positive and interesting. For instance, â€Å"not known† becomes â€Å"unknown† and â€Å"Not interesting† becomes â€Å"boring.† It’s a small change, but it will subconsciously keep your readers reading. 5. Avoid Wordiness Writers sometimes fall into the trap of padding their word count with repetition. But precision is more important that word count most of the time. Think about what words you’re using. Writing should be more like archery than shooting a machine gun; preciseness is more impressive than just spraying words around and hoping something sticks. 6. Celebrates Conciseness Quality writing does not use superfluous words because it can. It uses precise words to deliver a message without added grandeur. Quality #writing does not use superfluous words because it can. It uses precise words to deliver a message without added grandeur. Click To Tweet 7. Has Structure Superior writing has structure. It helps readers follow in a logical sequence. If you want your content marketing to deliver increased ROI (return on investment), make sure you are guiding your readers through your posts in a structured manner. 8. Adds Clarity Top quality writing does not leave a reader feeling more confused than when they started reading. Clear writing explains concepts without added fluff. Brands focusing their digital marketing efforts on providing content of value with a focus on clarity are more likely to see their marketing outreach pay off. 9. Understands Its Audience Valuable writing understands its target audience. It does not speak at a university level if its target audience reads at a high school level. Understanding your audience and their reading preferences is absolutely crucial if you want to create content that resonates. 10. Isn’t Shallow Shallow content is another no-no if you want to premium prose. Surface content that skims a topic is not good for your audience and is not good for SEO (search engine optimization) either. The more effort you put into creating in-depth content, the likelier it is your audience will find your writing worthy of their time. 11. Inspires the Reader Quality writing makes the reader glad they consumed your content. If your writing makes your audience wish they had discovered your content sooner, you have done your job as a writer. 12. Engages the Mind Make your audience feel inspired to further examine your topic. If readers are excited by what you have written and can feel the wheels turning in their mind, chances are you have provided content of superior value. 13. Influenced by Reading Marvelous writing is influenced by reading. Writers and marketers who are voracious readers tend to be become better writers. Make reading an integral part of your day and your chances of producing quality writing increase astronomically. When you understand what you want to write, focus on your efforts on reading content that stimulates your mind. How you write will shift, with the result being exceptional content your target audience is happy to consume. Integrate these 13 signs of quality writing into your content creation efforts for increased return on your investment of time. Whether you are a marketer using content marketing to build a business or a writer wanting to provide a valuable service to clients, the quality of your words will determine your success rate. Understand what it takes to create quality writing and you are well on your way to achieving your content creation goals.

Swains Vision essays

Swains Vision essays There comes a time in every young mans life when he realizes the difference between the superficial problems of childhood and the real world of adulthood. Some boys learn the nuances of being a man at an early age, while others dont quite understand the truth of maturity until after theyve lived on their own for a while. Loudin Swain was a young man who didnt experience much along the lines of adulthood until he was nearly out of high school. Through the decisions he made in his quests to drop two weight classes and wrestle the state champ and also win the love of an older woman, Loudin learns that some things in life arent given to you and that nothing lasts forever. Vision Quest opens with Loudin Swain training for wrestling. He talks of how he wants to make his mark in the world this year, but doesnt realize that just the opposite will happen, the world will make its mark on him. Loudin is very into his wrestling and is the number one wrestler in his weight class. Although this is something to be proud of, he is not content. Loudin wishes to drop two weight classes and wrestle Shoot, the state champion who is the guy to beat. This is Loudins goal for the year and this is how he plans to make his mark. He trains long hours and constantly works out in his attempt to reach this goal. Loudin is the type of person who focuses so intensely on what he wishes to achieve that he doesnt see all of the other aspects of life around him. This is a sign of immaturity and Loudin will overcome this problem within the course of the movie. Loudin works at a local hotel where he delivers room service. One night he is confronted with a rather uncomfortable experience. Loudin delivers dinner to a room where a man is practicing Tai Chi. Loudin and this man strike up conversation about the benefits of this type of exercise and Loudin begins to attempt performing Ta ...

Cognitive-Behavioral Therapy - a Remedy for Chronic Stuttering Coursework

Cognitive-Behavioral Therapy - a Remedy for Chronic Stuttering - Coursework Example Ahmed, a 13-year old student and the focus of my case, suffers from chronic stuttering due to untreated social fear. He shows difficulty in speaking whenever he is in front of other people; particularly those whom he knows have authority over him. Hence, the objective of this reflective paper is to narrate and discuss the essential practice issues and challenges that are involved in my social work experience with Ahmed. First, the essay will explain my rationale for choosing the cognitive-behavioral theory as a model for the treatment of chronic stuttering. Second, I will narrate the challenges of social work in Saudi Arabia, particularly with regard to working with women and families. And lastly, I will reflect on my own strengths and weaknesses as a social worker based on my experience with Ahmed. In principles, in cognitive-behavioral therapies, the manner and content of patients’ speech should manifest reforms in the cognitive processing of their core problem (Bothe 2004). Stein, Baird, and Walker (1996) propose that individuals who have social anxiety and stutter would gain from cognitive-behavior therapy (CBT) sessions for social phobia. They described subjective substantiation of this in three subjects within their group who allegedly the encountered declines in avoidance, social phobia, and general disability throughout a 3-month CBT program (Stein et al. 1996). Moreover, a statement of a speech restructuring treatment course subjectively revealed the favorable outcomes of employing CBT processes along with speech restructuring therapy. Blood (1995 as cited in Onslow, Packman, Block, Menzies, O'Brien, & St. Clare 2008) merged a computer-assisted biofeedback system for easing stuttering with a relapse management course founded on the self-efficacy model of Bandura, CBT, and the relapse prevention model of Donovan and Marlatt (1980 as cited in Onslow et al. 2008). The relapse package of Blood (1995 as cited in Onslow et al. 2008) is composed of the following parts: ‘(a) problem solving, (b) cognitive restructuring/reframing, and (c) nondirective supportive counseling’ (p. 3) Four male individuals participated in the experiment, with a ‘multiple-baseline, across subjects’ (Onslow et al. 2008: 3) framework. All four subjects exhibited substantial and steady drops in stuttering throughout the trial, and these improvements were sustained at one-year follow-up. Inopportunely, the study’s design does not permit identification of the relative inputs of the psychological therapy and speech res tructuring course. No participants were given either a therapy module individually.

Health and Saftey Essay Example | Topics and Well Written Essays - 250 words - 1

Health and Saftey - Essay Example Carbon monoxide is odourless and so increase in the ambient concentration will not be detected by smell and there is no equipment in the warehouse for detecting carbon monoxide increase in ambient concentration. Therefore the reasons for this situation are the presence of carbon monoxide in the exhaust of the gas fuelled fork lifts, due to the incomplete combustion of the fuel (Rimmer & Yarnell, 2009). The first action is to move the ladies that are complaining of dizziness and nausea out of the warehouse to breathe fresh air with more oxygen to remove the effects of carbon monoxide poisoning. The second step consists of using the basic air sampling tubes to test for the ambient concentration of carbon monoxide and confirm its excess presence (Rimmer & Yarnell, 2009). 4. Gas masks to be made available in the warehouse for use in case the air sampling tubes indicated elevated levels of ambient carbon monoxide. In case ambient carbon monoxide levels exceed 400ppm, all personnel to be cleared from the warehouse and the sealed doors opened to lower the ambient carbon monoxide levels. Rimmer, T. W. & Yarnell, S. H. (2009). Controlling Forklifts Exhaust Emissions. Retrieved October 26, 2009, from Occupational Health & Safety Web Site:

The US Sugar Quotas Essay Example for Free

The US Sugar Quotas Essay In the bid to regulate the amount of sugar imported into the United States, the federal Government imposed a quota that gave limited exclusive rights of export to a few countries. These countries range from Brazil, Philippines, Peru and Colombia among others. The logic behind this move was to protect the United States infant sugar industry from the competition from foreign farmers that enjoy more conducive environment for surplus production. It was also in the bid to appease farmers from Louisiana territory. This was in spite of the fact that experts had warned that sugar growing in the United States would be impeded by the harsh environment. Others argued that the tariffs by the 1820s had to be maintained so as to maintain a high demand and the value of slaves. The imposition of sugar tariffs and quotas is supposed to help in subsidizing sugar growing. These sugar quotas continue to have negative impacts. It has to be understood that this is a costly system to the consumers and the taxpayers. The United States has maintained a very high price for its sugar, higher above the international price in sixth fold. James Bovard notes that â€Å"each 1-cent increase in the price of sugar adds between $ 250 and $ 300 million to consumers’ food bills.† He continues to note that a study conducted by one commerce department found out that â€Å"sugar program was costing American consumers more than $3 billion a year† (1998). The quota after its imposition single-handedly handed blows to other types of businesses. Brazil in a retaliatory stance reduced significantly its consumption of the American grain. Other countries that were relying on sugar exports to America resorted to wheat and corn, stiffening the competition that exists between the American and other countries. Candy producers have also been hit the worst. Initially, candy firms were circumventing the sugar quota by importing products high in sugar and then sifting the sugar, the federal government made a crackdown on this. Now, these firms are being forced to compete with their foreign counterparts who apparently have access to cheap sugar and hence cheap chocolate has increased, hurting the local industries. A number of people in the United States have lost jobs due to the sugar quotas. This number is higher than the number of farmers that the quota purports to protect. According to James Bovard, a commerce department had it that â€Å"the high price of sugar destroyed almost 9,000 US jobs in food manufacturing since 1981.† An example is given of one Branch Candy Company that relocated to Canada terminating over three thousand workers contracts. It remains the opinion of the majority that the sugar quota is not only hurting the multilateral tie that the United States has enjoys with the neighboring countries, it is also exploitative to the consumers. It is the high time that these quotas were abolished and the sugar plantations converted to other viable crops.   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   The taking over the mantle of power in the house by the Republicans in the mid 1990s had given false signs that the sugar quota would finally cease to exist. A bill co-sponsored to end the program lost narrowly as the house voted to stay the sugar quota system. Immense lobbying took place in the house before the voting. This indicates how volatile the debate is and how it is influenced by politics and the fear of backlash from the sugar growing Districts.   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   An analysis of the history and recent trends of the United States sugar quota reveals it has always been at the centre of American politics especially on its relations with the immediate neighbors such as Cuba and Mexico. The Clinton administration for example had to grapple with the sugar politics as the congress was being required to approve the North American Free Trade Agreement (NAFTA). One specific aim of NAFTA was to remove the quotas and the tariffs that existed between the United States and other countries such as Mexico and Canada.   The removal of the stringent controls with Mexico could have the net result of opening up the United States market to the unlimited imports of sugar thus threatening the high sugar prices existing (Roberts, P., 1999). Right from the early 1800, politics have dominated and completely dictated the implementation of the sugar quotas. Former congressmen have been enjoying lucrative contracts as lobbyists for the industry or for the foreign sugar producers wishing to be a part of the exclusive list. It is to be noted that the number of farmers set to profit in the United States sugar quotas fall way below fifty thousand, but due to the sensitivity of the matter and the amount of money involved, they have been able to influence the sugar importation policies in the excuse that it is in the bid to protect an infant industry. The sugar industry in the United States has become lucrative solely because of the subsidies it receives. The taxes imposed on sugar extend far beyond the price and its cost. The protectionist and the loan program on sugar mean that the farmers are in a win-win situation. They have enough funds to cater for cost of growing and producing and are slated to sell at a high price. All this is a done in the wake of sharp criticm that has reigned in sugar politics especially from the affected neighbors. In the bid to respond to the criticism on the infringement of the free market and enterprise spirit, the Reagan administration for example formed the foreign aimed Program aimed at providing the affected countries with food. The fears by the producers that imports will lead to reduced sugar prices and the loss of revenue and subsidies has led to the immense lobbying especially by the districts producing sugar, this has prompted favorable policies and bills in the congress. References Roberts, Paul. Nov. 1, 1999. The Sweet Hereafter: Our Craving for Sugar Starves the Everglades and Fattens the Politicians. Harpers. James Bovard, April 1998. The Great Sugar Shaft. The Future of Freedom Foundation. Retrieved on 12th may 2008 from http://www.fff.org/freedom/0498d.asp

Response To Blood Brothers By Willy Russell :: English Literature

Response To Blood Brothers By Willy Russell Response Phase The appreciation to the story Willy Russell wrote a fantastic and well written play called â€Å"Blood Brothers† it shows details of its time and history such as the government ruled by Margaret Thatcher and the economic crash. The rough times in Liverpool and the struggle for money. â€Å"Blood Brothers which is set in Liverpool tells a story of twins born on the same day and died on the same day but separated at birth. Mrs. Johnstone, a superstitious, loving mother of seven, soon to be nine has to give up one of her children because of the welfare and money problems. Though she can’t bear to do it, she gives up one of her babies to her employee who’s desperate for a baby. For three decades, she has to see one her children grow up in the hands of another woman. Mrs. Lyons has the perfect life. Perfect house, perfect husband and perfect looks except for one thing she really wants, a child. One day her employer says she wouldn’t know how to cope with another child and she had a great idea, she would take one of her twins and she did with the help of an oath on the bible. Now that she has everything she wanted she couldn’t be happier. Until her son meets his unknown twin brother. She soon starts to go mad and orders her son not to see his good friend anymore but he still does. She then moves to the country and her mind becomes stable again until she finds out her sons twin lives right down the street. What Eddie doesn’t know is that he was given up at birth by his biological mother and given to what he thinks is his mother. When he is seven he bumps into a boy called Mickey Johnstone. Eddie thinks that Mickey is fantastic and everything about him is funny and exciting and as a result they become best friends and blood brothers also because they have the same birthday. What Eddie doesn’t know is that Mickey is his twin brother. As they were tried to be separated by their parents, it just led them to wanting to each other more. Separated for a while, they meet again but Eddie is immediately attracted to Mickey’s fancy Linda. When Mickey goes to prison he becomes very paranoid about Linda and Eddie, which has dreadful consequences for both of them. Mickey, youngest of seven is a wild street-wise kid. Though he hasn’t had a great life with the fact that he hasn’t got any money and lives

El-Al Marketing Analysis

El-Al Marketing Analysis El-Al Marketing Analysis Table Of Content Chapter 1: Introduction Executive summary†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦4 Bibliography†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦ 5 Chapter 2: An overview of the company Overview of the company†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.. †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦6 History†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢ € ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.. †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦7 Definition of the business†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.. †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.. 8 Chapter 3: An analysis of the company’s business environment Firms industry and macro environment†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.. †¦. †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.. 9 The PEST Model†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.. †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦ 10-12 The industries competitive situation using Porter’s 5 Forces†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.. †¦Ã¢â‚¬ ¦. †¦Ã¢â‚¬ ¦. †¦Ã¢â‚¬ ¦. 13-15 Market segmentation†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â ‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. †¦. †¦Ã¢â‚¬ ¦ †¦Ã¢â‚¬ ¦16-17 ELAL’s Attractiveness †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦ †¦. †¦Ã¢â‚¬ ¦ †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦17 Chapter 4: The Company’s Marketing Overview Mission Statement, Objectives and Values†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.. 18 Marketing Mix (Four P’s)†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.. 19 SWOT Analysis†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. 0 ELAL’s main problems†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦ 21 Chapter 5: Recommendations and Summary Is the Company’s Marketing Mix in – tune with its markets and its objectives?†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦ 22 Solutions to ELAL’s main problems†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.. †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦ †¦Ã¢â‚¬ ¦. 22 Summary and Conclusions †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦ †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. 23 Appendix 1 – Boeing†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. 24 Appendix 2 – Code Sharing †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.. †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. 25 Chapter 1: Introduction Executive Summary 1. ELAL is the leading airline in Israel. In the past it was a government owned company until privatization commenced on 2003. 2. ELAL owned several dozen aircrafts, which are used for international and lately national flights as well. 3. ELAL hires thousands of employees and has several subsidiaries as well. 4. ELAL's narrative is defined by the ideal of being the number one airline for passengers from and to Israel. ELAL is constantly walking the thin line regarding the political status quo. ELAL maintains its religious crowd by keeping the Shabbat on one hand, and losing potential revenues by doing so. This narrative is implemented in the outline of ELAL's marketing agenda, ever claiming that it is Israel's national company and by launching numerous patriotic campaigns. As part of this agenda, ELAL serves kosher food as default. 5. ELAL is in a satisfying financial situation. ELAL is growing constantly; revenues, stock value, ROE and net value are growing in a healthy manner. The company survived impressively the latest financial crises. 6. ELAL prices its flights relatively expensive, offering the passengers non-compromising security, safety and service standards. As part of this agenda, ELAL keeps its technology in a state of the art level, using new and improved American planes. 7. ELAL offers transparent and non-transparent services, such as constant flyer benefits on one hand and code-share agreements on the other. ELAL could â€Å"hide† its disadvantages by exploiting the benefits that globalization offers, with emphasis on international collaboration and offering combined services to its clients such as hotels, car rentals and others. 8. ELAL's current and future challenges will be defined and influenced by the constant entrance of national and international competitors. ELAL will have to emphasize its advantages, maintain its technological and marketing images. Bibliography http://en. wikipedia. org/wiki/El_Al http://www. bizportal. co. il/shukhahon/bizcompbaalsump. shtml? p_id=1087824&am p;c_id=1152 http://www. elal. co. il/ELAL/Heasbrew/States/General/ . http://www. elal. co. il/NR/rdonlyres/2D943294-0735-4E30-9C7C-9FCDA40B23E7/0/FactSheet20092final. pdf http://www. youtube. com/watch? v=8nPXttPmNE0 Chapter 2: An overview of the company Overview of the company EL-Al (hereinafter â€Å"the company†) is one of the greatest Israeli symbols. It was one of the most famous trademarks of the small state. The company's story intertwined with Israel's origins. The company is operating in a â€Å"national† state of mind, aiming towards patriotic emotions based on the Israeli narrative of pride, safety and security. The company markets and considers itself as a national service provider, submitting itself to the whims and needs of the country. Not once the company has been involved in security or social operations (the joint confidential operation of bringing Ethiopian Jews to Israel), even in the price of losing money (i. e. not flying on the Shabbat), all in order of keeping the image of the national company. The company traditionally operated international flights alone, but lately it operates domestic ones as well. The company's headquarters and mother- airport are located in Israel's international airport â€Å"Ben-Gurion†. The company has evolved and changed throughout the years, and has varied its basic definition from a government organization to a private company. The privatization has been complete mid-2000's (that is less than 50% of company shares are kept in by the government). The 2nd decade of the 21st century will colored by security issues, ever growing competition and the continuation of the privatization process. It will be the first decade in the company's history that it will have to deal with strong competition over the Israeli customers, since the monopoly is finally over. EL-Al will have to adapt, and has already started, to a ruthless competitive market. This paper will deal with the company's strategies and marketing agenda and status. History â€Å"EL-AL Israel airways LTD. † was incorporated and became Israel's official airline company on November 1948. The company was incorporated as a national company fully owned by the government. The company's fleet was based on second hand American manufactured airplanes. In the first couple of years the company made only commercial passenger flights, and since 1950 it commenced cargo flights as well. The D. N. A of the company was heavily influenced by the political scene in Israel, creating an ongoing non-Sabbath flying and kosher food serving. One more influence that helped to position the company's image in Israeli society was â€Å"patriotic† and historical flights: bringing Jewish communities to the new states, from Arab countries and India. One memorable flight was the one bringing Nazi war criminal Adolf Eichmann. In the mid 50's EL-Al conducted two several actions: transatlantic flights and the purchasing of British airplanes. Later on a purchase of Boeing 707 was made. On 1960, for the first time, EL-Al became profitable. The 60's were a successful decade for the company, growing from year to year and demonstrating respectable financial figures. The good fortune of the company commenced at the end of the 60's. Security issues were magnified due to several terrorist attacks. EL-Al took some adventurous decisions, starting with the purchasing of expensive Boeing 747 aircrafts. The latter purchase was too expensive for the short run, as expenses exceeded revenues in a large magnitude. On top of things, due to inner political reasons EL-Al suffered strikes and some other political influences (see chapter). The most outlined event of the 80's was the collapse of the iron screen, revealing a wide spread bundle of new flight destinations. The 1990's were a decade of coming changes, as privatization voices started to be heard. These voices were boosted thanks to the uprising charter flights and decreasing numbers of tourists in Israel. Another major negative effect was the 25% increase in fuel prices. The uprising competition and environmental changes forced the company to tend towards the inevitable step of privatization. The privatization of EL-AL commenced in 2003. 15% of the company was offered to buy in the Tel Aviv Stock Exchange. This process continues as more and more shares held by the government were sold to the public. Definition of the business EL-AL is a publicly traded airline company. It is traded on the Tel Aviv Stock Exchange (â€Å"TASE†). EL-AL provides international and domestic flights. It also provides shipping services and touristic ones as well. General Details The company owns a 37 aircraft fleet, all manufactured by Boeing (737,747,757,767,777). The company flies to 38 non-stop service destinations worldwide and has 440 weekly departures. The company employs 5,847 workers and is one of the biggest in Israel in that factor. The company has business relationships in the form of code-share agreements () and domestic service tourism providers. The company has a frequent flyer club. The company conducts its financial reports by IAS 34, and has adopted the IFRS international code. The company is owned by several owners besides the public, and some of its owners are investment houses. The full control list is as follows: The company has increased its equity from 2010 q2 to q3 by 51. 65%, its revenues by 12. 57%, ROE by 81. 81% and net income by 186%. Chapter 3: An analysis of the company’s business environment Firms industry and its macro environment The business environment in which ELAL is performing is the civil international aviation arena from and to Israel. Political Environment – The company competes with other 103 flight companies that work within the Israeli territory. ELAL, which started as a governmental company, worked and still working according to the government decision since 1977, this decision, determined that ELAL will not work or fly neither on Shabbat nor on Jewish holidays and therefore it does not fulfill its maximum revenues potential. ELAL is the leading aviation company that works within the Israeli territory flying in and out of Israel. Social Environment – ELAL owns several subsidiary companies, which deal with a variety of complementary goods and services for the aviation world. One its main fields is cheap flight to Europe operated by the subsidiary company – San d’Or, which in 2009 increased its revenues by 2%, comparing to the previous year. Another major field is the food industry provided by the subsidiary company â€Å"Tama†m & Burenstein Catering†. This company deals with producing and supplying food to airplanes – controlled by ELAL’s management. ELAL has many more subsidiary companies in the following areas: renting flight supplies, transportation of cargo and maintenance, selling duty free products and converting currencies during its flights. Seasonal changes in this area and the fact that the world is becoming a global village forces ELAL to adjust itself to a hostile and competitive business environment. It obligates ELAL to recognize new niches in the market, following persistency in finding new company skills, improvement in existing ones, and adjusting human resource. These factors can bring ELAL to be a leading company with a competitive advantage that will keep it ahead of its competitors. The PEST Model Political * ELAL, as a governmental company that was privatized (2005) still relies on political decisions affecting its business choices. One of the best examples is that the company was anchored in the Government Companies Law. As a result, there is a consistent political intervention when referring to taking business actions. A few years ago, ELAL had to decide whether to stick with one airplane supplier – the American Boeing (Appendix1) – and to renounce the European airplane supplier – Airbus. After examining the business aspect, it decided to equip itself with the Airbus airplanes due to their more attractive price and cheaper maintenance costs. However, in 2004 the U. S. overnment pressured the Israeli government (ELAL’s owner back then) into working exclusively with Boeing and therefore ELAL did not have any other choice but to do just that. * Until 1992, ELAL flew seven days a week until a political decision was made – to prohibit flying during Shabbat and Jewish holidays. As a consequence, ELAL’s operational time decreased by 15%. In fact, after 2005 when the company w as privatized, it was decided that even though they were no obligated to do so, ELAL would keep the Status-Quo by respecting the Shabbat law (a strategic way to gain religious public adherence). Israel is geographically located in one of the problematic areas in the world, surrounded by hostile Arab countries. As a consequence, ELAL is forced to extend its flying course to its different destinations. The fact that Israel does not have good relations with many countries in the world, limits ELAL’s destinations. Moreover, the delicate security situation in Israel forces ELAL to make excessive security examinations within Israel and overseas. This security policy creates a massive cost to the company. As a result, today ELAL is well-known for its security achievements. Economical * The Global Village – the world is becoming a big global village. People are flying more and more, from and to many places. As a consequence of improvement in financial opportunities and shorter flight duration, they divide their vacations into many small vacations during the year. This economical factor brings to abundance in the financial situation in general and in the flying industry in particular. Nowadays ELAL is focusing on international destinations being affected by the world wide economical changes, such as last financial crisis in 2007. The competition with many other flight companies is growing intensively. ELAL must take action in order not to fail in the competition, usually this means either to lower prices drastically or reducing operating expenses. * There is an ongoing decrease in the incoming tourism for the last decade. Due to security and political situation in Israel, many tourists prefer either to fly with foreign companies or not to fly to I srael at all. According to statistics, in 2009 2M tourists visited Israel, a decrease of 6% from 2008. * Increase in gasoline prices had raised ELAL’s flight tickets prices by 5% to 10%. Social The financial recession was supposed to decrease the financial options to the public and so decrease the amount of Israelis traveling abroad. Nevertheless, there has been a large increase in Israelis travelers overseas at about 10% a year. This fact shows the change in Israeli consumption habits. It seems the Israeli, men and women, have more free time than ever which allows them to plan their leisure time. * The climate in Israel enables worldwide tourism to come to Israel in all seasons. The night life is longer and safer than many other places in the world – tourists who visit Israel enjoy this social freedom. The value of life and death is quite different in Israel due to struggle for survivor. Security and safety are very important and are overvalued by the customers and EL AL has a reputation regarding these issues. * Environmental awareness – *** Today’s social trend is to be green and clean. ELAL collaborates and support many green organizations and encourages youth into creating new green-tech. This promotes ELAL as an environmental friendly company while increasing public’s adherence. * Kosher food – one of ELAL’s largest audiences is the Jewish religious people. Their demand is for kosher food and ELAL is one of the only companies which provide such an option. ELAL is very tolerant to this public and therefore it gives a competitive advantage. Technology * ELAL’s airplane equipment is more sophisticated, its activation is cheaper than ever, expenses are lower and the personal service within the plane technologically wise is a step ahead from many other companies. The race over the heart and pocket of the average customers brings ELAL into a major efficiency while decreasing the market price. ELAL’s website – in the era of internet ELAL began to sell tickets through its website and its entire marketing propaganda took few steps further. In the long run, the website exposes the audience to very important and relevant details that are handier. This obviously minimized the number of flight agents while transforming them into tourist advisors. The revolution of the customer service is relying now on the innovation in technolo gy. This improves the commercial interaction between company and the customer. The industries competitive situation using Porter’s 5 Forces The threat of the entry of new competitors ELAL owns the largest market segment in the Israeli aviation field and therefore it has to create many barriers to eliminate new competitors. The company accomplished that by having full control over a variety of goods and services such as transporting passengers and baggage, a variety of destinations and high security level. There are many factors that make it difficult for other competitors to enter the market: * Initial investment – in order to found a new aviation company, it is necessary to have sufficient capital for buying airplane navy and technological infrastructures. Moreover, there is a large depreciation over the equipment this field. The maintenance of an airplane company can sometimes appear to be luxurious one but not necessarily a profitable one. * Fuel costs – jet fuel costs are 50% out of the operational cost. * Legal barrier – flight companies are responsible for licensing and employees’ training in order to keep the pilots and technicians qualified. * Economic factor- the aviation industry is one of the first to be affected from financial crises and can easily be exposed to bankruptcy. For instance, the last financial crisis in 2007 made major decrease in the tourism industry and therefore the demand for flying decreased and many aviation companies went bankrupted over the world. * Aviation Clubs – in the last decade, aviation companies have created clubs in which encouraged passengers to fly with certain companies by gaining points and getting free tickets to fly within specific companies. This created a huge barrier for new companies which wanted to enter the market. The competition in this field is very intense and competes on passengers’ benefits, flight courses, and variety of destinations and level of service. ELAL’s strategy for combating this competition is: 1. Flexibility in scheduling flights according to different seasons and international events (holidays, Olympic Games, sport events, high season-low season, etc. ) 2. Increasing flight frequencies to popular destinations by increasing the number of co-sharing flights (cooperation with other companies). 3. A consistent improvement of services within the flight, especially the comfort of the seats, quality of food and entertainment during flights. Most of the focus goes to First Class. 4. Frequent flyer club – ELAL has found a club in which it compensates its member with highly valued benefits like seat-upgrading, flight tickets discounts, etc. 5. Promoting them through worldwide advertisement. The bargaining power of customers (buyers) The customer thrives to push prices down and quality of services up. The power of the customer depends on the added value he gives to the company. The option to choose from a large variety flight companies is a threat to ELAL. A constant recession can decrease the loyalty of one customer to a certain aviation company because some other companies will offer lower prices. In this case, he will obviously choose the cheaper company to fly with. The bargaining power of suppliers The bargaining power of suppliers is different from the bargaining power of the customers. The suppliers push prices up while decreasing quality of their products and services. ELAL is very much affected from the competition existing in the field and depending on its suppliers that would make it difficult for ELAL to maintain the level of their service quality and competitive prices. Many of ELAL’s suppliers have exclusivity in their field and the knowledge that they have, made them powerful against ELAL. The fact that many of ELAL’s suppliers are also it subsidiaries, increases its profitability and neutralizes the bargaining power of these suppliers. However, the aviation field has two main suppliers (that are not subsidiaries to ELAL): jet fuel suppliers and airplanes suppliers. In Israel there are only a few jet fuel suppliers whereas abroad the suppliers are many, and the decision of buying fuel from one supplier depends on price and not on an exclusive supplier. Aviation companies in Israel have a weak bargaining power against fuel suppliers as a consequence of political issues that affect the price of fuel. There are two main airplane suppliers in the world – the American Boeing and the European Airbus. ELAL has on its behalf airplanes made by Boeing only, as we mentioned before due to American pressure over the Israelis in the days when the company was owned by the government. This kind of relationships between governments created a dependency on one supplier with a high level of bargaining power in a market which is limited in the first place. The threat of substitute products or services ELAL offers its customers a variety of permanent destinations all over the world. Moreover, through its subsidiary San D’or, ELAL offers a variety of flights to seasonal destinations flying on weekends and holidays. Goods and services given in parallel fields are called substitute products. These products have a major power influencing management decisions due to the possibility the customer will decide to put his money in another company (in another substitute product). A substitute can demolish a company. A substitute product for Aviation Company like ELAL is the low cost aviation companies as EasyJet, Arkia Express, etc. These companies reduce flight ticket’s prices (30-50 Euro) by charging only for the flight itself and any other service is being paid extra (luggage, food, drinks, etc. ). ELAL invests millions of dollars in a good and full service that will bring its customers to their destiny. The price factor sometimes defeats the comfort and the quality of service and leads to harming ELAL profitability. The intensity of competitive rivalry The aviation industry has many leading companies all over the world, where each one strives to have a significant differentiation which will attract customers’ hearts and pockets and enlarge their market segment. Barriers to exit – ELAL have â€Å"code sharing† with many foreign airlines (Appendix2). As a result, it has full access to internal information of these companies, which enables it to know about the activity of its competitors. Similarly, ELAL’s delicate information is accessible for its competitors. If ELAL decides to breach the code-sharing with the other companies, its future is doomed (ELAL may decide the barriers to exit are too significant and will be forced to continue the code-sharing). As previously mentioned, ELAL has many share-codes with foreign airline which its customers and employees can fly with (with same conditions they would have got from ELAL). This corporation provides full accessible information of flight and price on-line. This accessibility improves ELAL profitability. Target Market Potential Market Addressable Market Target Market Potential Market Addressable Market Total Market Total Market Market segmentation Macro segmentation Total Market – A group of people sharing the same characteristics that cause them to have similar needs – to fly from one place to another. Potential Market – Men and women, all ages, with no prohibition to fly (pregnancy, heart patients, etc. ), who want to fly from one place to another. Addressable Market – Men and women, all ages, with no prohibition to fly (pregnancy, heart patients, etc. ), who want to fly from and to Israel. Target Market – Men and women, all ages, with no prohibition to fly (pregnancy, heart patients, etc. ), who want to fly from and to Israel and can afford it. People who live geographically close to ELAL’s destinations. Micro segmentation – potential audience Business * Age: 30-70 years old. Occupation: Business men and women who have international businesses. * Lifestyle: Usually â€Å"Frequent Flyer† members who fly on behalf of their companies. A population who usually flies in Business and First Class. Pleasure * Age: 13to 18: family trips; 21 to 30: backpacking, vacations and trips. * Occupation: Students and families. * Lifestyle: Due to the variet y of ages in this segment, there are all kinds of lifestyles (with average+ income). Religion The Jewish religious businessmenfamily members from all over the world choose to fly ELAL due to its policies regarding kosher food and respecting Shabbat. This is a very dominant sector among ELAL customers and therefore ELAL treats this segment with delicacy and tries to be as religious oriented as possible. ELAL strives to be as least mass marketed as possible by approaching its different segments that we mentioned separately. Nevertheless, its last commercial advertisement with Omri Casspi, approaches all three segments by arousing the sense of Zionism among all. This is an emotional commercial which emphasizes that ELAL is the leading national airline in Israel. ELAL’s Attractiveness ELAL is in the business of civil international aviation arena from and to Israel. It is quite straight forward that the overall industry attractiveness does not apply that every firm in the field will return the same profitability. Firms are able to apply their core competence, businesses model to achieve a profit above the industry average. After examining Porter’s five forces, we analyzed ELAL’s attractiveness within its industry. Backward vertical integration: dealing with supplier bargaining power ELAL acted wisely when buying most of its suppliers and neutralizing their power. However, when considering the industry, most of the money is in the jet fuel industry and airplane suppliers. If ELAL could buy these suppliers, it would have a huge competitive advantage among its competitors. Nowadays, ELAL does not have the means to buy such companies (like Boeing) and we would not suggest doing so. Forwards vertical integration: Nowadays, ELAL does not â€Å"control† its customers but rather the customers choose ELAL. ELAL has the option of buying tourists companies (such as Ista), online purchasing flying tickets companies (such as netravel. com). By doing so, ELAL can increase its profitability and customer flow. The fact that tourist-agencies are becoming old-fashioned, more and more people are buying flight ticket via websites, ELAL could create a significant competitive advantage by buying these sites. This would obviously make ELAL more attractive above the industry average. Horizontal integration: As we mentioned in the threat of substitute products or services, ELAL main threat is the low-cost companies that offer cheaper prices by offering only the flight itself with no additional services. This â€Å"product† is targeted to a segment which ELAL has not addressed yet. These clients seek for short flights within Europe or the U. S. with the most attractive price. Nowadays ELAL does not offer such product and by merging with such low-cost company, they would probably increase its profitability and addressed a new unutilized market segment. Chapter 4: The Company’s Marketing Overview Mission Statement, Objectives and Values ELAL has set many targets, which the main one is to operate as an integral part in the global aviation competitive world, while keeping its uniqueness as an international airline company of Israel. In addition, ELAL is defining the following goals: 1. Uncompromising level of service 2. First priority – safety and security of the passengers 3. Investing in its employees – high level of training, focus on their welfare in order to promote the company’s success. Happy employees = successful company. 4. Promoting profitability by innovation and initiative, maximizing shareholders’ wealth. 5. Be an integral and significant company in the international aviation world, while keeping it uniqueness as the Israeli national leading airline. 6. Prioritizing the destinations according to profitably and customer demand. 7. Maintaining only new airplanes. . Efficiency and saving – retirement plans, reducing the number of offices overseas. ELAL defined the aforementioned goals as part of â€Å"ELAL’s 2010 project† and is going to achieve these goals by implementing its vision. ELAL’s vision * To lead the aviation market in Israel and to be the first choice for all customers traveling to and from Israel. * To be a winning, profitable and successful commercial company that excels in all areas of activity. * To provide the highest level of uncompromised quality service, for the benefit of its customers, employees and share holders. Marketing Mix (Four P’s) The marketing mix is the combination of several techniques that are bring used in order to achieve marketing strategy and goals. Product * Products – ELAL offers the service of national and international flights. * Variety of products – Different levels of services – Economy class, Business class and First. * Services – ELAL is very service oriented. It offers its client a high level of service starting even before flight: purchasing tickets online, express online check in, luggage pick up, duty free on board, lounge and Frequent Flyer Club. Pricing ELAL does not attempt to be a low cost company and therefore its prices cannot compete with such companies but rather with full service flying companies. It is known that ELAL’s tickets are not cheap but whoever chooses to fly with ELAL knows he will get a return on his money. * Frequent Flyer members receive free upgrades and free ticket according to their mileage. * ELAL â€Å"spontany† – a new service ELAL offers is the last minutes flights with lower prices. This is oriented for spontaneous people who don’t want to settle for service but do not want to spend much on the ticket. Promotion * ELAL promoted itself via a various media means – TV commercials, outdoor adds, Newsletters for its club members, collaboration with credit card companies which offer ELAL’s points * ELAL promotes itself as the national Israeli airline by being the official transporting airline to public organizations (like the Israeli football delegation) and well known personalities (like the President). Place * ELAL’s destinations are wisely chosen according to demand. It operates in international and principal airports accessible to many other destinations. SWOT Analysis Strength * A variety of services and goods (â€Å"Fun Day†, â€Å"ELAL Spontany†) that enables to attract many segments in the market. * ELAL is an international brand in the field of security and safety. * Kosher food and respecting Shabbat. * Many corporations with other international airlines. * Only one airplane supplier. | Weaknesses: * Does not operate on Shabbat and on holidays. * Unstable security situation in Israel reduces number of customers. * High prices relatively to the market. * ELAL does not maintain constant collaboration with agencies abroad and loses potential market. Geographically Israel is located between hostile countries which extends the flight courses and enlarge the duration of the flights, increase fuel expenses, etc. | Opportunities * ELAL e-ticket purchased online saves time and money and enlarges potential clients. * ELAL’s high reputation reduces advertisement expenses. * ELAL’s website is a commercial platform which reduce s advertisement expenses. | Threats * Low cost companies offering cheap flying tickets. * As the Israeli national airline, ELAL is exposed to terror attacks on its airplanes. * The increasing prices of fuel| ELAL’s main problems Keeping the Status Quo – ELAL does not operate on Shabbat and holidays. The company loses 15% of operational time due to its commitment to the status quo which allows other companies to enjoy ELALs customers. Expending variety of services – ELAL is exposed to a severe competition with low-cost companies. Such companies offer flights with no other extra services, airplane as an transporting mean and no more than that. Chapter 5: Recommendations and Summary Is the Company’s Marketing Mix in – tune with its markets and its objectives? We find the company's marketing mix in tune. The company provides its products in relatively high prices. Following the latter, the prices are a derivative of security and social aspects as described. The company pays relatively high salaries in order to obtain the level of service. Although privatized, the company maintains its objective to be the â€Å"national company† of Israel, first by slogans and continued by ads and commercials: i. e. the latest commercial staring NBA player Omri Casspi, who is, as ELAL wants to be, a national pride and patriotic icon. ELAL has a much focused hub-oriented hub airport destinations, which are by definition very attractive ones. Solutions to ELAL’s main problems Keeping the Status Quo Solution: On the one hand, if ELAL decides to break the status quo, it can realize its potential market and become equal to its competitors and even create an additional competitive advantage. On the other hand, this delicate issue can create antagonism among religious passengers who are a dominant factor to ELAL. This is a problematic situation which still should be considered in order to maximize ELAL’s profitability. Expending variety of services Solution: ELAL should examine the option of offering this kind of service in order to provide its customers a larger variety of services. For example, ELAL can operate a weekly flight to various destinations according to the low cost policy. By entering such a market, ELAL could enlarge its segment markets. This kind of decision could have a positive effect but also damage ELAL’s reputation. Summary and Conclusions As a small state, Israel does not have many commercial or social icons. Maccabi Tel Aviv, high tech and the Dead Sea are few that could be mentioned. ELAL is another one. As part of the Israeli pathos, ELAL played an important role in Israel's short history. ELAL has evolved from a national owned company with all that entails (unions, heavy politics, non-profit environment etc. ) to a profitable and role model airline. ELAL determined a strategy based on the evolving and more competitive environment around it and thrives for profit maximization as well as keeping its image as the national airline in Israel. To do the latter, ELAL determined prices, strategic agenda and image by the aforementioned guidelines. The future will tell whether ELAL would be able to deal with the challenges of tightened security, growing competition and ever changing political environment; up to now, it seems to be on the right track. Appendix1 – Boeing | | *Boeing 737 – 700 ; 800| Total in service:  11 ; 2 Range:  4870  km Engines:  C. F. M. Cruising speed:  873kph/Mach 0. 8 Length:  110ft (33. 6m) ; 129ft (39. 5m) Wingspan:  112ft,(34. 5m)  | |   | | Boeing 747 – 200  | Total in service:  1 Cargo Range:  10000 km Engines:  Four Pratt ; Whitney Cruising speed:  917kph/Mach 0. 84 Length:  231ft 11ins,(70. 7m) Wingspan:  195ft 9in,(59. 6m)| | | *Boeing 777 – 200| Total in service:  6 Range:  12670 km Engines:  Rolls Royce Cruising speed:  864kph/Mach 0. 83 Length:  209ft 1ins(63. 7m) Wingspan:  199ft 11ins,(60. 9m)  Ã‚  | |   | | *  Boeing 747 – 400| Total in service:  6 Range:  11860  km Engines:  Four Pratt ; Whitney Cruising speed:  927kph/Mach 0. 85 Length:  231ft 11ins,(70. 7m) Wingspan:  213ft,(64. 9m)  | | | *Boeing 767| Total in service:  8 Range:  10000 km Engines:  Two Pratt ; Whitney Cruising speed:  873kph/Mach 0. 8 Length:  159ft 2ins,(48. 5m) Wingspan:  156ft,(47. 6m)  | |   | | *  Boeing 757  | Total in service:  5 Range:  6100  km Engines:  Two Rolls Royce Cruising speed:  873kph/Mach 0. 8 Length:  155ft 3ins,(47. 3m) Wingspan:  124ft, 10ins,(37. 9m)  | | Appendix2 – Code Sharing Airlines| Destination| | American Airlines – Code Share flights operated by AA from Europe to the USA and flights operated by AA within the USA. To view the list of destinations. |   | Iberia – Flights between Tel-Aviv and Barcelona or

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