Marketing Strategy of Ethiad Airways free essay sample

Etihad Airways, the national airline of the United Arab Emirates, has in just eight years established itself as the world’s leading airline. Set up by Royal Decree in July 2003, Etihad commenced commercial operations in November 2003 and became the fastest growing airline in the history of commercial aviation (Etihad, 2012). Abu Dhabi, the capital of the United Arab Emirates, is the airline’s hub. The airline seeks to reflect the best of Arabian hospitality – cultured, considerate, warm and generous – as well as enhance the prestige of Abu Dhabi as a centre of hospitality between East and West. However, nowadays it is very hard to maintain the business in such a competitive market in times of recovery from the recent recession. Therefore, it is crucial to understand that just providing a service is not enough. Firstly, this report overviews the external environment in which Etihad has to survive and compete, evaluating its main challenges and opportunities. Secondly, Etihad’s main marketing strategies will be identified and critically discussed. Thirdly, the extent to which adopted marketing strategies help to achieve and sustain the competitive advantage will be analysed. Finally, the conclusion will be drawn based on achieved knowledge and personal assumptions. 2. 0 External Environment Analysis For better understanding of the marketing strategy that Etihad uses, it is crucial to analyse the external environment in which the company operates. 2. 1 Porter’s Five Forces Analysis In order to examine the positioning strategy and forces of the external environment that may potentially affect the Etihad’s performance, it has been decided to adopt the classical Porter’s Five Forces model. By using this model, it is possible to judge the extent to which an external environment is able to shape the costs, the prices and the profits of the organisation (Porter, 1980). * Competitive rivalry in the industry high In terms of competitors, Etihad Airlines’ main competitors are the companies operating in Middle East, which are Emirates Airlines, Quatar Airways and Gulf Air. These airlines operate in a higher price and quality spectrum than, for example, Air Arabia and are being direct competitors for each other (McKechnie et al. , 2008). Rivalry between these companies is very intensive, as there are a small number of competitors on the market. * Bargaining power of customers low In order to have a significant amount of power in the industry, there should be a few customers who can dictate their rules to the organisations, as for example in some B2B cases. However, there are millions of customers, who are willing to fly to and from Middle East, where Etihad operates, therefore, customers have a very limited power. * Bargaining power of suppliers high For the airlines organisations the main suppliers are the aircraft manufacturers and the oil companies. In both cases there are a very few of them. Therefore, airline industry companies have a very limited power over their suppliers. Additionally, as it has been announced by the International Air Transport Association (2008), the global airline industry possesses losses due to the increased oil prices which also decrease the industry’s profitability. * Threat of new entrants low The threat of new entrants depends on the number and complexity of the barriers to entry. The barrier of the starting capital or investment is extremely high in the airline industry. Also, there are a lot of legal or patents issues with opening and maintaining of the airline organisation, which also is a barrier to entry. The brand loyalty is another very important barrier to entry. When choosing the airlines, customers, especially â€Å"the high profile† ones, are being very careful about health and safety, comfort and other details, therefore tend to choose companies with the brand they trust. Overall, the threat of new entrants is low, because there is a number of very hard to overcome barriers to entry, and if the small company appears on the market, it tends to be absorbed by one of the major players in the industry. Threat of substitutes – low Airlines industry – being an important sector of travel and tourism industry will have such potential substitutes as the sea, railway and road types of transportation. However, as Etihad is operating in an upper-class prices level, the threat of substitutes would be fairly low. In terms of potenti al business travellers, the time would be more important than money for them. In terms of leisure tourists, the prices may matter, however, cruise ships’ tickets tend to be more expensive than the planes’ ones. The main component of the firm’s marketing strategy and the rationale for this strategy in light of the environmental conditions in which it operates; 3. 1 Segmentation, Targeting and Positioning In marketing, segmentation, targeting and positioning are inseparable as they all related to each other. Segmentation is dividing the market into different groups with similar needs. Targeting is determining which offerings to make to each market segment and then the final step is to position the brand within the target market (Hooley and Saunders, 1993). Traditionally, airlines segment their customers in order to align their product strategy according to the different segments (Teichert et al, 2008). 3. 1. 1 Segmentation Market Segmentation was defined by Baines et al (2008, p. 217) as the division of a market into different groups of customers with distinctly similar needs. Alternatively, Kotler et al (2005, p. 391) add that these groups of customers have different needs, characteristics and behaviours and they require different marketing or product mixes. Customers can be segmented according to geographic, demographic, psychographic and behaviour variables. Etihad segment their customers according to three different boarding classes, which are: Diamond First Class, Pearl Business Class and Coral Economy. Each class is aimed at a different customer segment. Diamond First Class is aimed at wealthy individuals and business people who are willing to maintain their luxurious lifestyle in the air. Pearl Business is targeted at business and leisure travellers who are willing to pay more to enjoy a better flying experience. Coral Economy is aimed at customers who are on a budget but willing to enjoy a comfortable flying experience with the highest level of service. It is worth noting that Etihad is a five star airline and provides the highest level of service. According to Milne (2009) Etihad segment their customers according to business, religious, personal and tourist purposes. The rationale behind Etihad’s segmentation is to appeal to all types of customers with different income levels. Based on the prices that Etihad charge, it is clear to see that they aim for the middle and upper class social sector customers who command high standards of hospitality and luxury. 3. 1. 2 Targeting Once a company has segmented their customers into different groups based on their characteristics, the next step is to target their customers with products and services that might appeal to that particular customer segment. Etihad airlines follow a differentiated marketing approach which involves targeting several market segments and designing separate offers for each (Kotler et al, 2005, p. 419). Etihad is different from their rivals because they are smaller airline but they are a luxury brand and offer personalised services to all their customers in spite of what class they are travelling in. By differentiating the market, this might lead to higher sales volumes for Etihad because they are able to exploit the segments with their offerings. The benefits of the strategy are its difficulty for competitors to copy and the level of service cannot be obtained anywhere else by the customer. A disadvantage of the strategy is the high volume of resources required to meet the needs of different customers, resulting in a loss of economies of scales and increased operating costs for the company. 3. 1. Positioning A positioning strategy determines where the business competes, how it competes and the choice of differential advantage which dictates how it competes (Doyle and Stern, 2006, p. 84). Positioning is important for an organisation because it is a way for a business to stand out from its rivals and let the customers to identify the brand easily (Baines, 2008, p. 251). Etihad positions itself within the airline industry as a luxury brand which offers 5 star hospitality and luxury personalised service. Etihad’s on-board services are hospitality orientated and are similar to those of 5 star hotels. The airline industry is very competitive and it is hard to differentiate between the quality of services because they almost the same and there is not much of a distinctive difference between them. Etihad has a competitive advantage in this market by starting out as a luxury brand form the outset. Other airlines are now trying to raise their standards but this will take a long time to achieve. Etihad is positioned at the high end of the airline industry. In comparison to RyanAir and Easyjet, these airlines are at two extremes of the scale and it is clear that Etihad does have a strategy that makes it different from all the airlines on the market. Because Etihad has positioned itself well within the industry, it has capitalised on its uniqueness. The company achieved a huge success in the short time of operating and established a strong sustainable market position. Looking at the STP of Etihad in the light of the environmental conditions in which it operates, it is clear to see that the conditions are a little bit tough due to competition from cheaper airlines and the gloomy economic outlook. Due to the recession, people are tightening their belts and spending less, therefore most people would prefer to pay less to fly to their chosen destinations. This is where Etihad stand to lose out to cheaper airline companies. 40% of their revenue comes from economy class seats, therefore if they price themselves too high in these current economic conditions, they risk losing a huge chunk of their revenue to other airlines because customers will always go for the cheaper airline ticket. In terms of competition, Emirates amp; Qatar Airways are Etihad’s biggest competitors, fighting for the same customers. Also these two companies are more established and have a bigger customer base than Etihad. Etihad is still a very young company being vulnerable to competition. However, it seems they are doing very well and recently broke even, planning to expand, while maintaining their current market position. All this can be accredited to their solid marketing strategy which they are using to maximise their benefit and strengthen their position within this market. 4. 0 Strategic Alliances Strategic alliances reduce the boundaries between firms and enable easier flow of knowledge across those boundaries. This process creates the possibility for organisations to share administrative authority, form social links and joint ventures (Badaracso, 1991). One of the reasons why firms engage in strategic alliances includes sufficient resources, low pace of innovation, low technology, high manufacturing cost and market access (Doz, 1996). Another reason to collaborate in strategic alliances is to create a competitive advantage over competitors in the market (Lei and Slocum, 2005). Also, strategic alliance help companies to bring their products on to the new innovation level (Zhang, 2010). The advantage of strategic alliances is to share the risk and cost of products. Firms join strategic alliances for compiling technologies and assets, enhancing easier access to resources and technologies (Ohmae, 1989). Firms could assure the sufficiency of their resources, that the new technologies to maintain their advantages with the strategic alliances (Ireland, et al. , 2002). The disadvantages of strategic alliances is that organisations might give their partners more than they gain, the exchange of resources, benefits and knowledge should be reciprocated between the firms. Organizations could stand the chance of losing their competitive advantages if they provide benefits such as resources, knowledge and technology. Most strategic alliances don’t maintain their cooperative relationships for a long term as most strategic alliances are based on the current benefits rather than future competitive advantages. Also, in strategic alliances, the effect of competition can lead to aggressive knowledge acquisition from partner firms (Kaplan, et al. , 2010). Notably, many alliances fail as a result of inter firm rivalry (Park and Ungson, 2001). When firms merely pursue self-interests (competition) but neglect common benefits (derived from cooperation), partner firms may lose motivation to continue the alliance. Implementing any organisational alliance successfully depends upon a firm’s knowledge and ability to manage interdependencies with a partner through on-going coordination with that partner, to credibly convey relevant information and knowledge to the partner, and to develop social bonds with the partner (Ireland, et al. , 2002). Strategic alliance between airlines, as defined by the Federal Aviation Administration (FAA), is â€Å"a merging of resources, operations, of financial interests between [one] entity and [another] entity (Vander-Kraats, 1993). This entity could be an air carrier or a repair station and could involve the sharing of parts or the utilization of mechanics, pilots, and flight attendants. Some of the strategic alliance adopted by Etihad can include code-sharing agreements, marketing arrangements, procurement policies, system commonality, and interchanges of flight-crew personnel and sponsorship with other major organisation (Vander-Kraats, 1993). Etihad pursuit of code sharing agreement has become a key part of its marketing strategy. A  codeshare agreement, sometimes simply  codeshare, is an aviation business arrangement where two or more airlines share the same flight. A seat can be purchased on one airline but is actually operated by a cooperating airline under a different  flight number or code. Etihad has a major partnership with Virgin Blue’s group of airlines which enables Virgin Blue’s international brand â€Å"V Australia† to operate joint services with Etihad. Combined, these two airlines offer joint networks of more than 100 destinations (Etihad, 2012). To succeed, alliance partners must encourage true collaboration beyond the formal governance structure and learn how to adapt and integrate knowledge acquired from the alliance to serve the specific needs of their own innovative efforts (Hughes and Weiss, 2007). Through these alliances Etihad strengthen their core-competence such as stronger brand name, and capture a stronger client base. 5. 0 Sponsorship Etihad’s sponsorships portfolio includes sports and major tourism events in the U. A. E and different regions in the world. Commercial sponsorships is defined as a cash investment in an activity, person or event, while in return gaining the access to the exploitable commercial potential associated with that activity or person by the investor (Meenagham, 1991). Sponsorships provide the mechanism for changing, adjusting or reinforcing brand equity supported on updated processing of attributes, benefits and attitudes (Keller, 1998). Corporate sponsorships are used to enhance the brand equity by raising awareness and creating positive brand associations in the mind of consumers (Gwinner and Eaton, 1999; Meenagham, 1991). This highlights the effects and significance of strong brands as it possesses the ability to attract a wide audience. The advantages of sponsorships include the promotion of caring attitude and goodwill. The good example of successful sponsorship is Etihad’s stadium and Etihad’s association with Manchester city and a football team which attracts a wide audience (Etihad, 2012). The disadvantage of sponsorships is that the investments made by the sponsors do not always guarantee that the objectives will be achieved. In the case of Etihad, investing in sport teams can backfire if they don’t meet the expectations the firm had for their performance. The final disadvantage of sponsorships involves any bad publicity derived from the benefactor will inevitably affect the brand name associated. 6. 0 Contribution to the Competitive Advantage and its Sustainability After analysing Etihad’s main marketing strategies, the discussion below will be about how each of the components of these strategies contributes to the firm’s competitive advantage. 6. Segmentation, Positioning and Targeting Segmentation gives Etihad a competitive advantage because it helps them differentiate and understand their customers’ needs more and helps improve their offering to the different types of customers. By understanding their customers’ needs better, they can gain an advantage over their rivals. On the other hand, every airline segments their customers according to the different classes ther efore there is not much of an advantage since they all have a similar system of segmenting their customers. Etihad’s positioning gives them a competitive advantage because they position themselves as a 5 star airline offering 5 star hotel quality services on board. Their service on board is what sets them apart from their competitors. This advantage is sustainable in the long run provided they maintain their high standards throughout. Also, in terms of positioning, Etihad found a â€Å"gap† in the market by using Abu Dhabi Airport as their base rather than Dubai airport because of the cheaper airport fees and taxes which gives them a cost saving competitive advantage. By targeting a specific demographic, Etihad’s marketing campaigns are likely to be more cost and time efficient as it will be highly relevant to the target market’s needs and it enables them to stand out from their competitors. 6. 2 Strategic Alliances and Sponsorships Strategic alliances have enabled Etihad to create a competitive advantage in their industry and make this advantage sustainable. Etihad engage in strategic alliances as a way of seeking to reduce competition in their quest to raise profits (Badaracco, 1991). These alliances have nabled the company to share the risks associated with the ventures because some projects are too complicated for Etihad to handle on their own. (Badaracco, 1991). By collaborating with other firms worldwide, Etihad are overcoming barriers to entry in new geographical markets since they are a growing company looking to expand globally. Organizations expanding overseas find that they require a local partner due to unfamiliarity with the local conditions (Badaracco, 1991). Strategic alliances enable firms to exchange favours such as improving product quality, technologies and factors related to products. Sustainable competitive advantage indicates that companies could maintain their completive advantage for a long term (Culpan, 2008). Through their strategic alliance with Sabre in December 2011, Etihad gained access to integrated software across its reservations, inventory marketing and e-commerce, distribution and departure control operations. The benefits from this alliance included improved joint market share which has the potential to generate over $25 million dollars per annum for both companies. This report attempts to analyse the environment in which Etihad Airways Company has to maintain its business profitable and prosperous. The report covers main marketing strategies and tools Etihad uses for the purpose of identifying and understanding its customers’ base and keeping a relationship with it. Finally, the extent to which these marketing strategies help to keep the business and its competitive advantages sustainable is evaluated and critically accessed.

The Role Of Trees In Toni Morrison free essay sample

# 8217 ; s Beloved Essay, Research Paper Nature frequently times stand for a alone composure. Toni Morrison doesn Ts make anyexceptions to this thought. In her novel Beloved, Toni Morrison uses trees to typify comfort, protection and peace. Morrison uses trees throughout Beloved to stress theserenity that the natural universe offers. Many black characters, and some white and Native American characters, refer to trees as offering composure, mending and flight, thusconveying Morrison s message that trees bring peace. Besides utilizing the fresh scharacters to convey her message, Morrison herself shows and shows the good andcalmness that trees represent in the tree imagination in her narrative. Toni Morrison usestrees and characters responses to them to demo that when one lives through an ordeal ashorrible as bondage, one will of course happen comfort in the simple or apparently harmlessaspects of life, such as nature and particularly trees. With the tree s symbolism of flight and peace, Morrison uses her characters mentions t o their repose and soothing nature as messages that merely in nature couldthese oppressed people find comfort and flight from unwanted ideas. We will write a custom essay sample on The Role Of Trees In Toni Morrison or any similar topic specifically for you Do Not WasteYour Time HIRE WRITER Only 13.90 / page Almost everyone of Morrison s characters find safety in trees and nature, particularly the maincharacters such as Sethe and Paul D. During Sethe s clip in bondage, she has witnessedmany gruesome and atrocious events that inkinesss endure such as tannings and lynchings.However, Sethe apparently chooses to retrieve the sight of lacewood trees over thesight of lynched male childs, therefore uncovering her comfort in a tree s presence, Boys hanging from the most beautiful lacewoods in the universe. It shamed her-remembering the fantastic soughing trees instead than the male childs. Try as she might tomake it otherwise, the lacewoods beat out the kids every clip and she could notforgive her memory for that. ( 6 ) Although Sethe wants she would ve remembered the male childs alternatively, she probablyrationalized this idea because when she asks Paul D about intelligence of Halle, she picturesthe lacewoods alternatively of the possibility that Halle has been lynched: I wouldn Ts have toask about him would I? You d state me if there was anything to state, wouldn T you? Sethelooked down at her pess and proverb once more the lacewoods ( 8 ) . When Schoolteacher whipsSethe, go forthing her back leathery with cicatrixs, she refers to the cicatrix as a chokecherry tree tosoothe and to decrease the physically and emotional hurting that the cicatrix represents: Butthat s what she said it looked like, A chokecherry tree. Trunk, subdivisions and even leaves.Tiny small chokecherry leaves ( 16 ) . While Sethe thinks of trees to mend and quiet herpain and agony, Paul D straight looks for physically existent trees as his flight fromeveryday slave life. During Paul D s clip in bondage, he chose to love trees for their comfort and calmqualities: # 8230 ; trees were ask foring ; things you could swear and be nigh ; talk to if you wantedto as he often did since manner back when he took the noon repast in the Fieldss ofSweet Home ( 21 ) . Because of these qualities, Paul D chose one p eculiar tree, largerand more inviting than other trees, to ever return to. A tree which he named Brother and a tree that listened and comforted and was ever at that place. But most significantly, Brother represents the soothing flight from bondage which Paul D didn T and doesn thave: His pick he called Brother, and sat under it, entirely sometimes. Sometimes withHalle or the other Pauls # 8230 ; ( 21 ) . After a long twenty-four hours working in the Fieldss, Paul D wouldrest, frequently times under the towering but soothing presence of Brother with Halle, thePauls and Sixo: He, Sixo and both of the Pauls sat under Brother pouring H2O from agourd over their caputs # 8230 ; ( 27 ) . Not merely do trees stand for comfort, they besides represent aplace of security, a topographic point for flight from slave life. When Sixo visits the Thirty-MileWoman, he escapes into the secure forests before her maestro could catch him: But Sixohad already melted into the forests before the cilium cou ld unroll itself on his indigobehind ( 25 ) . While Paul D sits under Brother to happen comfort, Sixo enters the forests atnight to dance, flight slave life and to maintain his civilization: Sixo went among the trees atnight. For dance, he said, to maintain his lineages open, he said ( 25 ) . Even Beloved, thestrange human phantom of the Crawling Already Baby, apparently finds comfort withtrees when she appears in the existent universe: She hardly gained the dry bank of the streambefore she sat down and leaned against a mulberry tree ( 50 ) . Morrison s characters referto trees for comfort, flight and safety, therefore conveying Morrison s message. While the chief important characters refer to the trees repose and comfort, characters with lesser significance or lesser prominence in Beloved besides refer to trees, non to themselves though, to convey the message that nature helps supply comfort andescape. Amy Denver, the whitewoman who had helped Sethe through labour merely appearsonc e in the book during Denver s narrative. Although she merely appears one time, her treereference to Sethe s scarred back helps comfort Sethe s physical and mental hurting: It s a tree Lu. See, here s the trunk- it s ruddy and disconnected unfastened, full of sap, and this here s theparting for the subdivisions. You got a mighty a batch of subdivisions. Leafs, excessively, look like, anddern if these ain T flowers. Bantam small red tree flowers, merely as white. Your back gota whole tree on it. In bloom. ( 79 ) Amy Denver uses a euphemism for Sethe s cicatrix, naming it a chokecherry tree to ease thepain and memory that the cicatrix brings. The image of a chokecherry tree brings spring, bloom and peaceable nature alternatively of the shame, hurting and unhappiness that the cicatrix trulyrepresents. Trying to ease Sethe s pain some more, Amy Denver hunts for spiderwebs, another merchandise of mother nature, to drape over Sethe s tree to chill the hurting and tothen refer to the scar as a Christmas tree to conjure images of peace and happiness totake Sethe s mind off her pain and suffering: Amy returned with two palmfuls of web,which she cleaned of prey and then draped on Sethe s back, saying it was like stringing atree for Christmas (80). While the whitewoman Amy Denver aided Sethe, a group ofCherokee Indians helped Paul D to his freedom. When Paul D escapes from Alfred,Georgia, the Cherokees tell him to follow cherry blossoms to freedom and escape fromAlfred, Georgia: That way, he said, pointing. Follow the tree flowers, he said. Onlythe tree flowers. As they go, you go. You will be where you want to be when they aregone (112). Nature brings a certain calmness to life and the characters references to treessupport this idea. While Morrison relies on her characters references to trees to conveyher message, she herself indirectly reiterates her point by using symbolic tree imagery inher narration. In her description of the path to the clearing, Morrison des cribes droopingtrees as if they represented towering guards seemingly bringing serenity and security to aonce sacred place: The old path was a track now, but still arched over with treesdrooping buckeyes onto the grass below (89). The mere image of draping branches overthe path to the clearing implies the security that trees bring. And to further her point,Morrison subtlety implies the sin of cutting down soothing, calming trees by describingthe lumberyard s surroundings and the old sawyer: Up and down the old lumberyard fence old roses were dying. The sawyer who hadplanted them twelve years ago to give his workplace a friendly feel- something to takethe sin out of slicing trees for a living†¦ (47) Besides representing protection, security and comfort, Morrison also implies that treesbring good things. To Sethe and Denver, Beloved represents the best things in the world,a daughter and a sister. When Sethe and Denver first discover their best thing, Belovedis slumped over a tree stump, Morrison s subtle message that trees bring good things: Just as she thought it might happen, it has. Easy as walking into a room. A magicalappearance on a stump, the face wiped out by sunlight†¦ (123). Morrison also uses thisimplication when various townspeople leave food for Denver and Sethe on a tree stump: Two days later Denver stood on the porch and noticed something lying on the tree stumpat the edge of the yard. She went to look and found a sack of white beans. Another time aplate of cold rabbit meat. One morning a basket of eggs sat there. (250) Not only can trees bring good things, trees can also bring people into good situations.When Paul D. leaves the woods, he finds himself in Wilmington with food and atemporary home as if Morrison implies that the woods lead him to comfort: Crawlingout of the woods, cross-eyed with hunger and loneliness, he knocked at the first backdoor he came to in the colored section of Wilmington (131). Paul D has also followedthe tree b lossoms to Sethe, another sign that trees help bring good and calmness.Morrison s indirect implications of tree s soothing nature has strong symbolism,representing the comfort and calmness to readers. While Toni Morrison mainly uses tree imagery as a message of serenity andcomfort, she uses her characters responses to trees to show that perhaps when one livesthrough a horrific ordeal like slavery, people find comfort in the natural world for itscalmness and seemingly harmless characteristics. For Paul D, loving small thingsrepresents survival. When forced into Alfred, Georgia, Paul D encounters the most evilthat he has ever encountered before, but despite tasting the iron bit, watching Sixo burn,losing Halle and the Pauls, and facing Schoolteacher s slavery, Paul D finds comfort in ayoung tree in the prison camp: Loving small and in secret. His little love was a tree of course, but not like Brother- old,wide and beckoning. In Alfred, Georgia, there was an aspen too young to call a s apling.Just a shoot no taller than his waist. The kind of thing a man would cut to whip his horse.(221) For Stamp Paid, an established savior, he feels the most comfortable when he helps andaids others. Stamp Paid s picking berries for Sethe and Denver symbolizes his comforttowards helping people with the goodness of nature: †¦went off with two buckets to aplace near the river s edge that only he knew about where blackberries grew, tasting sogood and happy that to eat them was like being in church (136). A similar figure toStamp Paid, Baby Suggs holy also finds the most comfort in helping others, givingadvice, passing messages, healing the sick, hiding fugitives, loving and loving somemore. She became a holy presence in town and preached from a rock in the clearingsurrounded by trees, doing what she finds comfort in, helping and preaching to others: In the Clearing, Sethe found Baby s old preaching rock and remembered the smell ofleaves simmering in the sun, thunderous feet and the shouts that ripped pods off the limbsof chestnuts. With Baby Suggs heart in charge, the people let go (94). Even Sixo, the wild man went among the trees at night to keep his bloodlines open. Each one of these characters has endured the horrors of slavery and faced thisordeal in different ways, but they all deal with slavery with the comforting and harmlessaspect of nature, trees. Although people today don t have to live through slavery, peoplestill have to face their own tough personal situations. Instead of having nature to sootheone s problems, people today drown their sorrows in material possessions and controlledsubstances, unfortunately a problem plaguing society. Readers can only remember a timenot too long ago when the little secret hiding place in the woods or one s special thinkingrock meant a great deal more than material items, a simple healthy escape from life andit s problems.

My Little Bit Of Country Essay Essays

My Little Bit Of Country Essay Essays My Little Bit Of Country Essay Essay My Little Bit Of Country Essay Essay My Little Bit of Country As humans we are always haunting the feeling of belonging. Not only the feeling of belonging to someone we love, but also figuring out the place where we feel home and safe. The feeling of belonging clarifies the ideal lifestyle for every individual. Some people find the feeling of belonging in a small suburb surrounded by an untamed nature. Others belong to a life surrounded by millions of people and skyscrapers. Once again, the feeling of belonging is a mindset that makes us value different kinds of lifestyles a feeling that makes us diverge from each other. In the essay My Little of Country (2012) written by Susan Cheaper, the thoughts about living and belonging to the city-life are being divulged to the reader. The essayist is arguing from her point of view of living her ideal life in the big city. Throughout, the essay is composed from a strict personal point of view. The personal point view and form of argumentation is being clarified from the beginning by the title My Little Bit of Country. The essay is following a chronological structure and is composed of two sections. The first section is representing the past where Cheaper is recalling old memories from her holding in New York City. The old memories of New York City are loaded with positive feelings, which appeals to the readers emotions. My earliest memories are of summer mornings in Central Park with my father after he came home from fighting World War II (P. L -l. 1-4). By the use of this as an opening line, and the mentioning of her father fighting in World War II it clarifies her feelings, and the strong importance of the memories from the big city creates sympathy from the beginning. Susan Cheaper starts off in the first section by comparing herself with a yak rapped in the Central park Zoo. Something about him suggested a great acceptance of the world in which he found himself so far from his snowy native mountains and bubbling brooks (p 1. I. 24-27). By using the yak as an example to amplify her feelings and the situation when she is forced to go living on the country with her parents her feeling of belonging in the city gets clarified. The use of an animal that is locked up in a place it does not belong to, appeals again to the readers emotions. Susan Achievers argumentation is build up with a unilateral positive opinion f the city-life supported by the use of negatively and positively loaded contrasts. The contrasts illustrate her strong opinion of her ideal life in the city and the differences between the life in the country and in the city. The city is stated as a place Of dreams -? a safe place to be a place where pieces Of nature also exist. Later in my life I heard Andy Warhol say that it was better to live in the city than the country because in the city he could find a little bit of country, but in the country there was no little bit of city (p. 3 -? l. 40 -149). Susan Cheaper arguments that the city contains the best of both sides, and by that she refers to Central park and The Central Park Zoo as the pieces of nature. In the same time this quotation also amplifies the meaning of the essays title, and how she feels that the city contains everything she needs to contain a successful life. People often associate the nature with an idyllic and peaceful place where people escape to when things get rough, but in Susan Cheaper s essay nature and country are depicted with an ironic attitude. When we went to visit my parents friends who had already made the move to Westchester or New Jersey, the so-called idyll of suburbia seemed a shabby comedown from Central Park (p. 2- l. 105-110). In the same way Cheaper uses negatively loaded adjectives to depict the country as a dangerous and rough place to be contrasting to the city. Why would want to scrape around the rough, dangerous ice of a country lake when I could glide around the smooth ice (p. 2- I. 115-117). The last section is representing the present. The use of both memories from the past and experiences from the present, amplifies her strong opinions and feelings toward the life on the country and in the city. In the last section Susan Cheaper mentions how great an importance Central Park has had during her life, and how the park has turned into a tradition for special and memorable occasions. For the past fifteen years, on New Years Eve we have we have gone to the Central park Our summer traditions happens on or around my birthday at the end of July (p. 4- l. 142-44 / 159-161). Her use of contrast, her unilateral opinions and experience-argumentation that appeals to the readers feelings, depicts the mindset Of most modern people who lives their lives in the big city. In todays socio most modern people no longer associate the country and the nature with a place where the human being belong. Still belonging to either the lifestyle in the city or on the country is an individual feeling and choice. Furthermore it is a statement that the modern society a result of the arbitration has made great changes to the human mindset and values in life. The modern people have now adapted to the life in the big cities surrounded by millions of people and grey skyscrapers that either makes us feel more powerful and successful or small, alienated and alone in a big city as New York.

College Application Essay Writing Service

College Application Essay Writing Service There is no doubt that the quality of your college application essay can play a deciding role in whether you are accepted to the university you want most to attend. With that in mind, many students spend weeks and sometime months preparing their papers. And while I agree that it is important for students to work hard on their compositions, I also believe in making things as easy as possible. Creating a Versatile College Application Essay One of the most difficult hurdles that many students face when submitting for college admissions is having to write a different college application essay for every university to which they are applying. I am here to tell you, however, that you do not necessarily need to write several different college application essays. With just a little extra work, you can make one college application essay work for all the schools to which you are applying. In most cases, colleges arent specific in their requirements for application essays. Often, students are requested to submit a composition outlining their scholastic goals and/or personal statements regarding their chosen field. That is why many students choose to use the same college application composition for all of the schools to which they are applying. With just a few minor alterations here and there, it is often quite simple to save yourself the hassle of having to write several different essays for a variety of universities. The intention of the above suggestion is not to encourage anyone to cut corners, but simply to make the college application process as stress-free as possible. If you would like additional information on how you can write a compelling and versatile college application composition, please dont hesitate to access the adjacent link. For additional assistance, I also recommend contacting a reputable admissions essay writing service.

Legal Issues Business Torts Essay Example | Topics and Well Written Essays - 500 words

Legal Issues Business Torts - Essay Example in Salmon, 2005). The customer is entitled to assume that the proprietor will exercise reasonable care to ascertain the condition of the premises, and if he discovers any unsafe condition he will either take such action as will correct the condition and make it reasonably safe or give a warning of the unsafe condition (qtd in Salmon, 2005). As established in both the above cases and in multitudinous others, a proprietor should exercise reasonable care to ensure the safety of invitees and if the conditions of the premise are such that there is a continued hazard, or the reasonable possibility of a specified hazard arising at any given time, consequent to the conditions associated with the premise, it is incumbent upon the proprietor to either remove the hazard or provide sufficient warning of it. As pertains to Mae Tom's slip and fall claim, the above determines that she is acting within the parameters of her legal rights as an invitee to bring a negligence case against Kresge and make a claim for proven injury damages.

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

Mitt Romney - Essay Example Mitt Romney has good policies but people fail to feel his sentiments in issued that affect ordinary Americans. One of the ways this has come out is by Mitt Romney failing to sound so original in his campaign scripts. When people perceive a leader honest, then he passed the likability test. He presents himself as Obama’s direct contrast as opposed to addressing the immediate concerns of America. Therefore he should explain how to shall fix the American economy while at same time look easy and approachable to all Americans. Romney should just be easy with his personality. He should not seem to try too hard. He should just be passionate about what he believes. The best messages to use should be aimed at addressing the ailing economy. He should clearly demonstrate how the current administration has failed and offer brand new solutions to alleviate the suffering of jobless Americans. This should be done with America in mind not Obama in mind. The campaign message should inform American the demerits of failing to support him and also offer more firm and well worded responses to democrats’ election propaganda. The target audience should be all Americans. Messages should however be customized to different age, social and economic groups depending on the place and the time of the speeches. This is because different groups understand the same message differently. The audience should see the passion and the merit of the issues he addresses. It’s not enough to have sound economic policies for a Mitt to beat Obama. Charisma and ability to speak and move people is equally important. This is because Obama is a gifted orator who sounds convincing with ease. The difference shall be how the message is presented that the attitude that Americans can read from the tone used. The energy in the campaign trail and absolute confidence that people really need what you have got to offer is equally important. The

Information technology Essay Example for Free

Information technology Essay Information means facts or knowledge provided or learned .OR it is Knowledge of communicating or receiving concerning a particular fact or circumstance, or rather, information is an answer to a question. I The concept that information is the message has different meaning. Technology means the application of scientific knowledge for practical purposes .OR machinery developed from this. It is the making, modification, usage, and knowledge of , techniques, and methods of organization, in order to solve a problem, improve a pre-existing solution to a problem, achieve a goal, handle an applied input/output relation or perform a specific function. It can also refer to the collection of such tools, including machinery, modifications, arrangements and procedures. Technologies significantly affect human as well as other l species ability to control and adapt to survive. Information technology (IT) means the use of computers and telecommunications for storing and sending informant. It is the application to store, retrieve, transmit and manipulate data, often in the context of a business or several other enterprise.The term is commonly used as a synonym for computers and computer networks, but it also encompasses other information distribution technologies such as television,e-mail and telephones. Several factories are associated with information technology, such as , telecommunication, ,insulator and computer services etc. Advantages of Information Technology Information technology refers to the study and development of a support-management based, computerized information system. The development is mainly observed in the form of dedicated software applications and a number of hardware programs. The advantages of IT include work place cost-effectiveness and essential globalization. Information Technology or IT mainly deals with computer applications. The common work environment today is totally dependent on computers. This has led to the need to develop and consistently upgrade dedicated computer software like project management software, for a number of related requirements. These include storage and protection of content, processing and transmitting of dedicated information and the secured retrieval of information, when and as required. IT promotes computing technology,  covering everything from installing applications to developing databases. Why is Information Technology Important All our work related applications are now completely automated, thanks to the IT sector. IT professionals are people involved in essential management of sensitive data, exclusive computer networking and systems-engineering. The advancement of the IT sector has resulted in automated: * Administration of entire systems. * Production and manipulation of sensitive information. * Cultural development and communication. * Streamlining of business processes and timely upgrades. Advantages of IT †¢ Globalization True globalization has come about only via this automated system. The creation of one interdependent system helps us to share information and end linguistic barriers across the continents. The collapse of geographic boundaries has made the world a global village. The technology has not only made communication cheaper, but also possible much quicker and round the clock. The wonders of text messages, email and auto-response, backed by computer security applications, have opened up scope for direct communication. †¢ Cost-effective Computerized, internet business processes have made many businesses turn to the Internet for increased productivity, greater profitability, clutter free working conditions and global clientà ¨le. It is mainly due to the IT industry that business have been able to make their processes more streamlined, thereby becoming more cost-effective and consequently more profitable. People are able to operate their businesses 247, even from remote locations only due to the advent of information technology. †¢ Communication Quick and effective communication is vital to any business anywhere in the world. Information technology gives an entrepreneur or business the tools, like email, video conferencing, SMS, etc., essential to communicate efficiently and effectively. to the business world, and information technology gives your company the resources it needs to communicate quickly and effectively. Not only do people connect faster with the help of information technology, but they are also able to identify like-minded individuals and extend help, while strengthening ties. †¢ Storing and Protecting Information IT provides a low-cost business options to store and maintain information that may be important from a business or service point of view. Virtual vaults and other such security systems not only store vital data but also allow control over the access to such information. IT security systems will also protect virtual data from being hacked or wiped out in case of any technical failure. †¢ Creation of New Jobs One of the biggest advantage of IT has been the creation of a whole new field of opportunity for skilled personnel leading to new and interesting jobs. Hardware and software developers, computer programmers, web designers, system analyst, the list of new jobs created could go on. IT has also been attributed to be the major cause of surge in the economies of certain Third World nations too. Things that were once done manually or by hand have now become easier and faster due to the advent of a computing technology. Our world today has changed a great deal with the aid of IT which has penetrated almost every aspect of our daily lives and society, from leisure to business. IT has become a part of our day-to-day lives through the evident use of PCs, Internet, cell phones, faxes, the list would seem endless. Let us hope that newer development in the field of IT can provide benefits to our future generations, just as it has greatly benefited ours.