Othello and Iago Essay

The books do not have the same power as they used to have in the previous centuries. Nowadays, many books or written stories have been made into screen adoption . William Shakespeare wrote Othello the Moor of Venice to be performed. There are more than fifty movies, ballet performances and musicals about Othello. Each of them is different and shows a director’s unique perspective. What is it about this piece that makes people perform it so many times? In each generation people are trying to visualize the immortal theme of how manipulation and jealousy can change people’s lives. For example, in the movie Othello (1995) Oliver Parker contradicts with the text and shows the audience his view and understanding of the literary text. In the movie Othello (1995) with Laurence Fishburne, Parker, the director, uses actor’s performance, symbolic scenes and decor to help the audience emotionally understand the text. Parker’s production of the movie is very close to the original play. He uses the same language and wording, but visualization and his perspective of the play helps the audience experience empathy towards characters. For example, in the text Desdemona’s father describes her, â€Å" A maiden never bold / of spirit so still and quiet that her motion blushed at herself †(I. III . 94-96). In the movie the actress is young, beautiful and seems very innocent. Othello is described in the text as an exotic character, who shows an animalistic side. Roderigo says about Othello, â€Å"To the gross clasps of a lascivious Moor / †¦An extravagant and wheeling stranger†. (I. I. 126, 136). When Iago talks to Brabantio and tries to convince him that his daughter is with Othello he compares Othello to an animal. Iago says, â€Å"You’ll have your daughter covered with a Barbary horse†. I. I. 112). Or he also says, â€Å"Your daughter and the Moor are now making the beast with two backs† (I. I. 116). In the movie Othello has an intimidating appearance. He has pierced ears, wears jewelry and has tattoos. The right casting of characters helps to reveal them and grow parti cular attitude towards these characters in the movie. The audience when looking at beautiful and young Desdemona will most likely take her side and have compassion towards her. In contrast to Desdemona, Othello is more brutal and reveals bellicosity and rigidity. In the text Shakespeare describes Othello as a great warrior, who has suffered a lot. He doesn’t know much about love or peaceful life without battles. Othello says about himself: â€Å"Rude am I in my speech, / and little blessed with the soft phrase of piece†¦ The story of my life / from year to year-the battles, sieges, fortunes / that I have passed†¦ (I. III. 81-83, 129-131). This describes Othello as unexperienced, impulsive person, who is more used to violence than love. In the text when Iago tells Othello that Desdemona is not honest with him, Othello burst out at Iago: â€Å"Be sure of it; give me the ocular proof; or, by the worth of mine eternal soul, thou hadst been better born a dog than answer my waked wrath! (III.. III. 361-364). Othello is jealous of Desdemona but because he has no proof of it, he works his anger on Iago. In the movie Parker introduces a scene where Othello tries to drown Iago in the sea to emphasize Othello’s anger. Another scene where Othello shows his violence is when he slaps Desdemona across her face. One thing that can explain Othello’s inability to control anger and be violent is that he is left without his duty. He was send to Cyprus to defend people from the Turks but the war has never happened because of the storm that killed the Turks. Othello is left with himself, his thoughts and relationships with Desdemona. Marriage is a new experience to him, he does not know how to behave. Othello doubt his decision of getting married to Desdemona. He says, â€Å"Why did I marry? †¦O curse of marriage, / That we can call these delicate creatures ours, / and not their appetites! † (III. III. 242, 268-270). He is not used to a peaceful life, but violence and anger. Iago is using Othello’s frustration and strategy to convince Othello in Desdemona’s unfaithfulness. In the movie Parker makes Iago talk to the audience that helps develop and understand his plan, how is going to implement it. His ideas are clear and make sense, but audience still doesn’t know how the other characters will react to it and whether he will be successful or not. Parker leave that to the last scene when wounded Iago lies on the dead bodies of Othello, Desdemona and his wife. In this production Parker chooses and correctly considers the historical element by using the medieval costumes corresponding to that time, settings and decor of Venice with old buildings and canals with gondolas. However, he adds couple scenes that changes the audience’s perception of the text. In the beginning of the movie the audience see a couple in the gondola. The man covers his face with a mask, and then the young woman runs on the empty streets of Venice covering her face. This shows the audience that this couple are involved in some kind of a secret. Parker uses a cliche of a secret relationship by making the first scene happened at night, covering man’s face with a mask. This scene intrigues the audience and make it believe that this could be a love story movie. Compare to the text where Iago and Roderigo are the first ones to be presented in the text. They talk about how Iago didn’t get position of the lieutenant and how both of them hate the Moor. Iago says: â€Å"Were I the Moor, I would not be Iago. / In following him, I follow but myself; / Heaven is my judge, not I for love or duty, / but seeming so, for my peculiar end;†(I. I. 58-60). Only in the middle of the act I scene I, readers understand that Brabantio’s daughter secretly got married to the Moor and that is how Iago and Roderigo can use this against him. Iago says: â€Å"I m one, sir, that comes to tell you your daughter and the Moor are now making the beast with two backs†. (I. I . 116-117). Parker’s deviation from text catches the viewers attention better than just dry talks of Iago and Roderigo. Another movie innovation is when Parker makes Othello dream about Desdemona and Cassio being together. This emphasizes how much Othello is moved by that news. In the text Shakespeare makes Othello fall into epilepsy instead. Parker is also using symbol of the handkerchief. The symbol of handkerchief is important in the play. Othello gives special power to it. He says: That handkerchief Did an Egyptian to my mother give. She was a charmer, and could almost read The thoughts of people. She told her, while she kept it, Twould make her amiable and subdue my father Entirely to her love; but if she lost it Or made a gift of it, my father’s eye Should hold her loathed, and his spirits should hunt after new fancies. †( III. IV.. 50-58). In the movie Parker makes the handkerchief fly or fall on the black background in a slow motion. By doing so, he shows the audience the end of Othello and Desdemona’s love and predicts their death. Another symbolic scene that Parker introduces into the movie and doesn’t exist in the text is when Iago stands next to a pit and makes two figures that represent Othello and Desdemona fall into that pit. Parker compares Othello and Desdemona to the figures on the chessboard that were played and manipulated by Iago. Basically, he says that all that it was just a tactical game. He though connects that scene to another scene when Othello’s and Desdemona’s bodies are dumped to the sea. This parallel shows the audience hopelessness of the situation. This symbolic scene with figures explains how Parker understands parallels and hidden tips shown in the play. Shakespeare uses words and repeats phrases in the text to predict the end and guide the reader through the play. For example, in the text when Brabantio says to Othello, â€Å"Look to her, Moor, if thou hast eyes to see: / She has deceived her father, and may thee. † (I. III. 291-292). Othello responds to him, â€Å"My life upon her faith! † (I. III. 294). Later in the text, Iago mentions it again to Othello. He says, â€Å"Look at your wife; / wear your eyes thus, not jealous nor secure†¦ She did deceive her father, marrying you;( III. III. 197, 198, 206). At the end of the play Othello does exactly what he said before- he gives his life upon Desdemona’s faith and kills himself. Movies that are based on the plays or the books are showing the audience only one perception of that play or book, which is presented by the point of view of the director. Talented directors know that it is very hard to present the correct idea better than the original text. However, by making minor changes such as introducing symbolic scenes, choosing the right actors or the appropriate decor, the movie can guide the audience to a better understanding of the play. It can also help to develop new interpretations of the text.

Communications: The Mechanistic Perspective Essay

‘Communication — – the process of transmitting and receiving ideas, information, and messages. The rapid transmission of information over long distances and ready access to information have become conspicuous and important features of human society, especially in the past 150 years.’ The encyclopedia definition of communication encompasses the ideas of exchanging a variety of messages with others. This is important to remember when looking at communications within an organization. The whole process of communications within organizations is very complex and is certainly one of the major factors in determining whether an organization will succeed or not. The following paper deals with the different types, influences and improvements within the realm of communications in organizations. Ways of conceptualizing communications It is necessary to look at the problem from many viewpoints to understand how communications are performed within an organization. These include psychological, systems-interaction, interpretive-symbolic, and mechanistic. All of these areas are very important to understand the ‘whole picture,’ but the focus of this paper will be in the mechanistic perspective. Mechanistic Perspective Information within an organization determines their ability to make informed decisions and the effectiveness of those decisions is based on the way they communicate. This mechanistic perspective on communications deals entirely with the message, the medium and factors that aid or detract from the process. In this model, communication is initiated by the sender through to the receiver. Each process is then broken down into bits of data that can be analyzed. The areas of importance are the ways in which the sender and receiver utilize perceptive processes to encode and decode the messages and  the fact that noise is in the system. Any message from a sender to a receiver would convey exactly what the meaning is intended in a perfect world. It is very important that the sender says exactly what they are trying to say and the receiver knows exactly what the sender is saying. The following example illustrates this point: Clear and concise is what is desired within a ship building contract. If the contract does not describe ‘exactly’ what is required, the contractor can get extra money for including those ‘extras’ during the building stages. The Irving led Saint John Shipbuilding organization has made much more than their original contract for building the Canadian Patrol Frigates due to these ‘arisings.’ It was even suggested that this was part of their contract plan from the beginning. In analyzing this situation, it was very difficult for the Canadian Department of National Defense (DND) to ask for everything because of the complexity of the contract, the number of personnel on the contract writing team, and the fact that many iterations were required for DND and parliament prior to letting the contract. In fact, the writing was started ten years prior to the contract being let, so technology had changed many of the basic assumptions about the type of work to be done. Verbal and Non-Verbal Communications Inherent to transmission of messages are the verbal and non-verbal cues which aid in helping to decode a message. Verbal cues are dependent on language. Nuances intrinsic to a language can make the decoding difficult if not impossible even by someone who uses the same language. This may be a local dialect or cross-country differences. Examples of cross-country differences would be English from England, Canada, and the United States. Each is the same language, but each has separate nuances that can make it very difficult to decipher by someone from another country speaking the same language. A personal example is asking for a washroom in Southampton, England, at a train station and being told that they did not have one. The word that I should have used was ‘toilet.’  Dialects within a country can make it impossible to understand the original message. Another personal example is attempting to decipher someone from northwestern Newfoundland; their dialect made it virtually impossible to understand. The point is to utilize the best transmission method in order to minimize the decoding difficulty for the receiver. Non-verbal cues are ‘those expressions of emotions and attitudes toward another person and in regulating the interaction between people.’ The text organizes the cues into seven categories and includes good examples, including: environment, proximity, posture, gestures, facial expressions, eye behavior and vocalics. One area missing within communications chapter was what the person is wearing, but was included in chapter 6, perception and performance evaluations. Many books advocate ‘dressing for success.’ Some examples include shopping, salesperson and the office. If you are going to shop at flea markets, dressing ‘down’ is a good way to start the bargaining process. A car salesperson should dress to show that he is successful, but not ostentatious. In my profession, I dress towards the client based on whether ‘suit and tie’ or ‘casual’ are the choice for the client’s organization. This non-verbal cue can aid in preparing the initial psychological base for the remainder of the conversation and ensure that it does not detract from the conversation while it is ongoing. Influences on Communication Physical and personal factors influence communications. Organizational design influences physical factors, which deals with layout of the office, networks for communications, and the media selected for the message. Personal factors include the differences between individual styles, men and women, and cultures. Organizational Design The design of the organization must be based on what the organization is attempting to accomplish. Technology can enable these designs to take on new meanings as methods become available to communicate as never before. The first place to look at is the design of the office. The typical office has space allocated based on position of the employee. A worker may be in a ‘bull pen’ type of environment whereas the president will have a large office to show their particular status. Two personal examples include the Ship Repair Unit and Deloitte and Touche Consulting Group. Each has a typical office layout; the workers are in offices with partitioned walls; managers have outer offices, some with windows; and the general manager has the largest, most pretentious office space. The communications tend to have very structured down and up paths. Methods of communications include computer email, voice mail, and written memos. ‘Most critically, however, the intelligent office building must clearly improve the quality of the workplace for the individual, representing a major philosophical change in the office design. After all, what is the electronically enhanced office intended to facilitate, if not the effectiveness, productivity, and well-being of the worker, and the ultimate effectiveness of the organization.’ Traditional organizational design ideas are being challenged with the concepts of tele-commuting and virtual companies and offices. Technology has enabled us to plug into the office place anywhere in the world utilizing advanced telecommunications and computer advances. Many offices now have flexible office areas for their workers where they can sit down, plug in a laptop and have a phone, desk, and general office requirements available. When they are at their other office locations, they simply plug in to that particular location. All of this is transparent to the sender or receiver of information from that individual. An example is an advertising agency where a friend of mine works for in Toronto which has other offices in New York and Chicago. When he commutes to  these offices, he has all of the these resources available to him. This is transparent to his clients, who just thinks he does a wonderful job from his home office in Toronto. The types of communications are similar, with more emphasis based on digital transmissions (email and voicemail). I utilize voice mail effectively when on a client site by having a location for clients to call in for me and I can vet and prioritize my calls. ‘Employment in the Information Age is undergoing a transformation which may cause as much dislocation as the move from farm to factories did in the 19th century. Studies predict that the ranks of those with alternative office arrangements will grow by 10 percent or more every year during the remainder of the decade.’ The virtual company challenges communications within an organization even greater than present designs. This entity has allowed small organizations to work as effectively through the use of advanced communications and allows larger companies to change the way they do business. Some of the requirements for a company to be effective in virtual space include: robust infrastructure for individual employees, including cellular phone, portable computer with communications; remote managing – how do you know the person is doing their work?; employees must have the correct attributes to make it all work. When it does work, it works very well. The employee is either on a client site or at home and is more effective A personal example is a company in which I was a co-owner. This virtual company was a computer consulting firm specializing in Microsoft Office Integration. We had a management team from within Nova Scotia (5 people), programmers from around North America, and clients from around the world. This organization was difficult to run from the perspective of handing off information and brain-storming, but was very good at allowing each employee to work in their space of choice to increase productivity. The majority of the clients were local; a firm handshake and the ability to look someone in the eye is still stronger than the pen and keyboard. The international clients tended to be software firms who were looking for someone to subcontract a small portion of a project. The reason the business ran  effectively was that the employees were suited to the environment. If the business was not as high tech orientated, I would be reluctant to state that it would work as effectively. The type of design of the organization must be orientated to their mission. As the communication network characteristics shows , the different types of networks are good at some things and poor at others. The tradeoffs are usually flexibility and satisfaction against errors with simple tasks. Risk to human life or catastrophic failure was a point missing in network design. The text makes a number of good points about network design, but did not have an organization with strong lateral dissemination of information. This is important in more and more organizations as downsizing is taking out layers of middle managers, the overall manager cannot control or handle all of the information volume, but the job must still be done. The new managers require a horizontal flow of communications to get their job done. Personal Factors The personal factors within communications are more difficult to define. Consequently, they are also more difficult to improve upon. The text outlines very briefly some of those topic areas, including individual difference, culture differences, and male and female differences. Listening and Responding Noise is another area that inhibits or distorts the transmission of a message. The text deals with ways to be more effective in listening and responding to messages. A way to further analyze the effects of noise and barriers to communications within organizations is to study communications systems utilizing radio frequency (RF) transmissions; they have well documented aspects of noise  which can be analogous to other mediums. Modulation is the technique of employing information (the message) on a carrier signal and sending that signal to the receiver who then decodes it and gets the original transmission. Noise is what distorts that transmission. Different types of modulation techniques are utilized to cut down on the noise inherent to the medium utilized. Analog and digital communications employ all of the different types of modulation. The easiest modulation type (within the electronics) is amplitude modulation (AM) but which has the highest degree of susceptibility to noise. This is based on noise thresholds and the fact that background noise can be so loud that the original message is lost. This is analogous to trying to tell somebody an important message in a busy, noisy room. The background ‘din’ can make the message almost impossible to hear and understand properly. The second technique is frequency modulation (FM) which is more difficult to encode and decode, but is less susceptible to noise. This is because the natural noises the stratosphere produces are not over broad frequency ranges. Phase based modulation employs similar techniques, but uses phase differences to encode the information. This is analogous to listening to FM radio, which is close to what the original sounds like, but still seems weak in comparison to the ‘real thing.’ Digital communications employ the same modulation techniques as analog communications, but have distinct advantages in conveying messages over analog systems. Analog transmissions have no discrete data; it is all based on ramps of information. This would be analogous to the difference between an analog speedometer and a digital one. The analog would give you a continuous representation, but has no distinct breaks; the digital speedometer can only show you discrete amount of speed indications. In a digital system, the discrete data is only ‘on’ or ‘off’. This makes it much easier to distinguish the actual data from the noise because the threshold between the two can be much greater (the terminology used is decibels – the difference between the receiving message and the noise). This discrete data can be manipulated to ensure that the message is correct; this is referred to as error correction. A communications system analogous to this would be downloading information off the Internet and it error-checking at the receiver’s end to ensure the file is correct. The situation analogous to this entire noise discussion is that we would normally write something down if it was critical in order to ensure the information is transmitted correctly (digital systems). If we are not worried about errors in transmission, we will convey our message through speech (analog systems). The other points, including fatigue, time pressure, selective listening, status, value judgments, and source credibility are very good observations on the barriers to messages. An example of using listening and responding within communications was the idea that I based my first company on; producing multimedia applications. What possessed me to orient myself in that direction in 1991 was a statistic from the MIT media lab: 10% of people remember what they hear, 20% remember what they read and 65% remember what they interact with. One area that was missing in the text discussion was that you can get people to remember by interacting with the message. This could be in the form of CD-ROM computer based training, seminar, or one-on-one where the person is forced to think about the information being presented. Application of Communications A good example of multiple types of communications within an organization is within a warship. A personal example is H.M.C.S. Nipigon; a Canadian destroyer based in Halifax, Nova Scotia. The primary purpose for a destroyer is for a weapons platform in which the Government of Canada can utilize to direct their policy. The organization must be robust enough to handle multiple contingencies, including loss of life, loss of systems, and loss of communications. There is redundancy within departments (supply, engineering, operations) in order  to minimize losing one critical person. Therefore, network design facilitated this by placing the key personnel at different areas in the ship during war time situations.. There are multiple ways to power systems via primary and backup power supplies. Again, to keep communications open within the systems in order to keep the vessel floating and fighting. There are also multiple ways for external and internal communications to occur. The communications control room (CCR) can patch a multitude of apparently dissimilar systems, including telephones, radios, and digital computers. To minimize errors, the organization has a strict hierarchy with instructions as to the types of information to be handled by each person with the organization and how it will be distribu ted. This is related to the network design and the media types for information. The crew will train repeatedly in order to minimize errors. This is related to how to minimize the noise within the system. In this case, the noise would be the amount of information available and the filter would be the voice procedures that personnel must utilize to talk both internally and externally. This is of vital importance if there are situations happening internally, including fires and floods, and externally, including incoming missiles, planes, ships and submarines. The communication does not stop within the ship. Depending on the scenario, it could be a contingency of Canadian warships, NATO warships, or another conglomeration where various platforms. Inputs could be coming from satellites, helicopters, intelligence, other ships, and planes. There are strict communications protocols and transmission types for this exchange of information employing cryptography and error correction in order to minimize the chance for error. Multiple forms of communications are at work in this scenario, but the reason it all works is due to the design of the organization. Critique This chapter on communications dealt primarily with the mechanistic perspective. The other areas are needed to balance this sole focus on linear communications. Within the mechanistic approach, there were some areas which were missing which I deemed vital. These included the network flow of the large horizontal organization, importance of reducing errors in mission  critical processes, and the application of technology. Communications in organizations having large horizontal movement of information is critical to its success. As previously stated, the reduction of errors can be critical to human life and also to the success of an organization. Technology enablers have evolved so quickly that the types of hardware and software the authors talk about have changed. Concurrent engineering is a term used to describe 24 hour production of engineering problems by handing over the problems to destinations throughout the world. Bell Northern Research utilizes this technique to dramatically improve their time to market for products. Not enough research was placed into the way new companies (virtual companies) can communicate more effectively. The world is getting smaller as communications become more effective and this text should reflect more of that type of communication.

Western Australian Excursions: Off School Site Activities Policy

EDP120 Introduction to Teaching WA Excursion Policy: Off school site activities document analysis This intention of this report is to analyse the Western Australian (WA) Excursions: Off school site activities policy document and discuss action plans for three potential scenarios. Effective 1 July 2003, (Western Australian Department of Education, (WA DoE), 2003) the rationale behind the policy is to set out and provide principals, teachers, and supervisors from both government and privately run schools with consistent, comprehensive standards and expectations whilst being off school grounds.The WA school excursion policy, written by the Western Australian Department of Education recognises that a well planned, properly managed and curriculum aligned off site school excursion can contribute to the educational benefits for a student. (WA DoE, 2003, p. 4 2. 1) With an excursion not being a regular occurrence in a school year, and therefore a variation to the routine of a typical school day. It is essential to note that with any variation to a routine and environment, that there is an increase in the potential of risks and hazards. WA DoE, 2003, p. 4 2. 1) Especially, when students are in the public arena and the actions of others cannot be determined. In addition, schools have a moral obligation to provide a ‘duty of care’ to their students on and offsite school grounds. The care provided by the teacher/s-in-charge essentially needs to be increased in relation to these newfound potential risks. (Department of Education, Training, and Employment, (DETE), 2013) Hence, the importance of using such a policy in today’s teaching environment.With the education and safety of students being paramount, schools are bound by common law to protect students, teachers, and others. (DETE, 2013). It is therefore not only health and safety concerns of students’, but a legal requirement to demonstrate that an excursion’s are planned efficiently, man aged and risk assessed. (Tronc, K. 2004) In the event of an emergency, effective planning minimises the risk of confusion and empowers teachers to make informed decisions.Furthermore, by adhering to the key points in the WA school excursion policy, the school is thus reducing the chances of a costly and lengthy litigation if a court deems that the school has not breached its duties. (Tronc, K. 2004). Key points of the policy include information on assessing risks in relation to; the environment of the excursion, transportation of participants, a students’ capacity; in relation to health, skill level and cultural requirements, establishing the skills of the supervisor/supervisory team and competency levels of involvement by external providers.The policy then provides guidelines on; establishing supervision strategies, providing information and seeking consent from parents, developing communication strategies, emergency response planning, briefing students and supervisors, reco rds that need to be retained, gaining approvals for excursions; whether it be interstate or international and then makes note on privately arranged activities. Scenario One The parents of a student are experiencing financial difficulties and cannot afford to pay for their child to participate in the excursion.Whilst the policy does not give advise pertaining to financial hardship, the policy does clearly state, â€Å"Where financial hardship is understood to be the reason for a student’s non-participation, schools should endeavour to provide financial assistance†. (WA DoE, 2003, p. 11) It would be fair however to assume, that before an excursion is planned that the related costs would have already been deemed as reasonable and affordable and approved by the principal to allow students to participate. (NSW Government, Education & Communities, 2009).Hence, it would stand to reason that if a parent was under financial burden due to the excursion, then the appropriate cour se of action would be to discuss their given situation with the principal to obtain available financial assistance. The issues with the policy regarding financial assistance is that there are no formal guidelines as to determining eligibility requirements, nor as to how much assistance should be provided and what would indeed be deemed financial hardship in the policy. Based on this lack of guidance it would be reasonable to expect that the principal would determine the assistance level based on the severity of hardship.However, the foreseeable issue with this is that parents/guardians could place undue burden back on the school for ongoing assistance or indeed take advantage of the funding available. Interestingly to note The ACT Government provides information on their information portal website regarding financial assistance for families and they determine low income status by photocopying a government issued health care card or Centrelink card as these are means tested. (ACT Gov ernment, Education and Training Directorate, 2013, para. 7) Scenario TwoA student is injured during a class excursion to the museum. The student is under the care of a parent helper and requires medical assistance. Assuming that the excursion does not require an overnight stay and the parent teacher has been given the relevant approvals by the principal and/or teacher-in-charge (WA DoE, 2003 p. 14, 3. 10. 1). The teacher-in-charge would have already deemed that the parent helper has a working with children check or completed a Confidential Declaration, has the skills to perform a supervisory role and to manage an emergency should one arise. (WA DoE, 2003, p. 8, 3. 2. ) Prior to the commencement of the excursion a risk assessment and management plan would have been arranged and discussed in some detail with the staff and education officer at the museum. At the point of being alerted to the injury the supervisor would signal to the group of students the emergency signal that was commu nicated and practiced prior to arriving at the museum. (WA DoE, 2003, p. 12, 3. 6). Being that the museum has recommended student to supervisor ratio’s and does not offer supervision whilst on the excursions (Western Australian Museum, Government of Western Australia, 2013b, p. ) the parent helper will not be able to leave the students alone to seek medical attention as this would be negligent to the other students being left unsupervised. The museum according to their excursion essentials information booklet expects the teacher-in-charge to bring their own first aid supplies. (Western Australian Museum, Government of Western Australia, 2013a, p. 4) Depending on the nature of the injury the parent helper or teacher-in-charge would administer basic first aid and if possible with the assistance and/or guidance of the museums Senior First Aid trained Visitor Service Officer. Western Australian Museum, Government of Western Australia, 2013b, p. 3) If urgent medical attention shou ld be required, it would be at the discretion of the trained first aid officer and/or parent/guardian once notified and medical appointments would be at the discretion of the parent/guardian as costs associated with the accident are the parent/guardians responsibility WA DoE, 2003, p. 25, Appendix E). During this time, the parent helper would have had access to the management plan that also includes student health forms and student emergency contact information, (WA DoE, 2003, p. 2, 3. 7) Either the parent helper or the teacher-in-charge would call and advise the parent/guardian and would then contact the principal. Being a museum that is a government owned building, the museum is fully compliant with the public liability insurance requirements (WA DoE. Page 9, 3. 2. 5, 2003). Scenario Three Three students miss the bus for their class excursion. The school principal asks you a (teacher) to transport the three students to the excursion using your private vehicle.As part of the Ã¢â‚¬Ë œduty of care’ of students, it is reasonable for a teacher to transport students in the event that they miss the bus for an excurison. However, according to the policy document guidelines â€Å"Private vehicles should only be used when there is no other option. † (WA DoE, 2003 p. 7, 3. 2. 2) As the principal has asked you, as a teacher to transport the students it would be fair to determine that all other avenues had been previously exhausted. It should also be noted, that it would not be reasonable to assume that a student could make their own way to the excursion without being at risk of injury or danger.The duty of care for a student is not limited to the school grounds and may require a higher level of duty of care than that of a parent’s duty of care. (Association of Independent Schools, (AISSA) 2000) It would be good practice, not necessarily a requirement of the policy to contact the parent/guardian to inform them that the student had missed the bus and t o advise them that they would be travelling with a teacher in a private vehicle. The implications of not informing the parent/guardian could be far reaching, as the parent/guardian may not approve the transport by a teacher in a private vehicle.The teacher-in-charge of the excursion also has a responsibility and could be held liable, to ensure that you the teacher, driving the private vehicle has comprehensive private motor vehicle insurance and the vehicle complies with the Road Traffic Act 1974. (WA DoE. Page 7, 3. 2. 2, 2003) Conclusion In conclusion, all schools have a ‘duty of care’ to the teachers, students, and others whilst onsite and offsite school grounds. A breach in a ‘duty of care’ can result in a costly and lengthy legal negligence case.Hence, all teachers that supervise students have a moral and legal liability to be concerned for the welfare and safety of students. By adhering to the policy guidelines, this allows for a consistent approach t o the welfare and safety of participants whilst on excursions. Furthermore, completing risk assessments and management plans, allows teachers to be empowered and to assess potential risks and avoid foreseeable and avoidable injuries. References ACT Government, Education and Training Directorate. (2013) Financial Assistance for families. Retrieved from http://www. det. act. gov. u/school_education/starting_school/financial_assistance_for_families Association of Independent Schools. (AISSA) (2000). Year 2000 Ncisa Conference, The duty of care of schools. Retrieved from http://www. ais. sa. edu. au/resources/Duty%20of%20Care%20of%20Schools. pdf Department of Education, Training and Employment (DETE). (2013). School Excursions. Queensland: Queensland Government. Retrieved from http://ppr. det. qld. gov. au/education/management/Pages/School-Excursions. aspx NSW Government, Education & Communities. (2009) Excursions Policy Implementation Procedures. New South Wales. NSW Government.Retriev ed from https://www. det. nsw. edu. au/policies/student_admin/excursions/excursion_pol/implementation_1_PD20040010. shtml? query=excursions Pack N Go Educational Tourism. (2011) Why school should have education trips? Retrieved from http://www. educationaltourism. org/why-us. html Tronc, K. (2004). â€Å"Schools and the law: closing the rhetoric and reality gap. † The Practising Administrator. Vol. 26, no. 1, p. 22-24. Western Australian Museum, Government of Western Australia (2013a) Excursion Essentials. Retrieved from http://museum. wa. gov. au/explore/education/perth/excursion-essentialsWestern Australian Museum, Government of Western Australia (2013b) Excursion Management Plan 2013 – Western Australian Museum – Perth. Retrieved from http://museum. wa. gov. au/explore/education/perth/excursion-management-plan-2013-western-australian-museum-perth Western Australian Department of Education (WA DoE). (2003). Excursions: off school site activities. Western Austr alia: Department of Education. Retrieved from http://www. det. wa. edu. au/policies/detcms/policy-planning-and-accountability/policies-framework/policies/excursions-off-school-site-activities. en? oid=au. edu. wa. det. cms. contenttypes. Policy-id-11684723

Impact of globalization on Indian Capital markets Essay

Impact of globalization on Indian Capital markets - Essay Example The paper tells that the stock markets in the developing economies like India account for a significant share of the activities in the global markets. Lowering the barriers relating to the flow of international capital in the post liberalization period has enhanced the stock market liquidity. Liquidity plays an important role in spurring the long term growth opportunities. In the absence of liquidity many profitable opportunities had to be foregone as people were unwilling to block their funds for long span of time. The increased liquidity in the Indian capital markets has been facilitated through foreign participation in the form of equity. Increased capital flows in the country have helped in improving the production base of the country. By way of this the total savings is distributed across countries with high potential that lack the necessary financial back-up. As a result of globalization the economic progress of a country is not affected by fund constraints. Studies have shown that an active capital market complemented by a sound banking system stimulate economic growth. The foreign participation in a country can take various forms like foreign institutional investment or foreign direct investment. In India the bulk of the foreign investment is in the form of foreign portfolio investment. The growth rate in GDP is an important indicator of the impact of the strengthened capital markets and stable financial system. The GDP growth rate of India has increased from the lows to the extent that the country ranks among the fastest growing nations in the world.

Invasive Species Essay Example | Topics and Well Written Essays - 250 words

Invasive Species - Essay Example Invasive species in certain regions are assumed to threaten the rest of the ecosystem especially those species which have became extinct. It so happens when any specie increases in population it declines the chances of growth for the others. However, this is an assumption as there is no data or researched hypothesis to support these assumptions; extinct species become scarce due to miscellaneous biodiversity factors and due to these their population starts declining in their native regions. Some researchers consider that human interference in the ecosystem has caused this disrupt, either directly or indirectly. Similarly, when ecologist harvested certain species in a foreign environment it also disrupted the biodiversity of the area and numerous species as well. It cannot be exactly claimed what became the cause of threat for extinct species, but there are many unknown factors to humans about the environment and biodiversity of life on Earth. Brown tree snake of Guam is one of the ex ample, which the author discusses in the article. Yet, it is imperial to study the impact of exotic plants, invasive predators and pathogens in a foreign environment as their nourishment and existence will depend on numerous factors in the new environment.Conclusively, it is significant to research, plan, protect, and preserve the extinct species in their native and natural environment as new regions will impact on their growth in an unknown manner and that cannot be ascertained by humans in a rapid manner.

Speech 1 - Speech of Introduction (2-4) Essay Example | Topics and Well Written Essays - 500 words

Speech 1 - Speech of Introduction (2-4) - Essay Example As a horticultural management and technology student, public speaking will enable me to share my knowledge with other people in my field of specialization. It will also enable me to pass important horticultural information to people such as farmers and suppliers. Public speaking will assist me to relate well with others and boost my confidence. At the place of work, public speaking can be one of the qualities required for promotions. Most of the greatest leaders are public speakers. In order to be a leader in any field, public speaking will be of essence. Ethics should always be a concern during speeches. Effective public speakers often employ ethics in their speech. Ethics enable the speaker to establish trust among the audience. Excellent speakers should be able to fully prepare their speeches, engage in ethical goals, avoid abusive language and practice honesty. An effective listener on the other hand is courteous, open minded and attentive. Ethics in public speaking enable the speaker to show respect to the audience and their time (Ocampo-Hafalla, 50). The objective of the speech should also be ethical and should not motivate people to get involved in illegal and harmful activities. ‘Good morning ladies and gentlemen? My name is Hawar Kadmer, a horticultural management and technology expert and will address you on the benefits of horticultural farming. First of all I would like to thank all of you for coming. Am aware of many farmers out there who have inadequate information pertaining to horticultural farming. Lack of information among such people has negatively affected their decision of changing to horticultural farming (Bussell & Mckennie, 30). Very few farmers are practicing horticultural farming with many others doing cereal crop production. I kindly request those farmers who are practicing horticultural farming

William Faulkner-Annotated Bibliography Essay Example | Topics and Well Written Essays - 2500 words

William Faulkner-Annotated Bibliography - Essay Example ion and constraint of the ‘other’ as they are examined by notables in the field such as Edward Said and Ziauddin Sardar and then applying these theories to Faulkner’s short story â€Å"Ad Astra,† one can begin to see how these theories can be traced in action in contemporary media. As the world enters into more troubled times with nations struggling against nations, it is more important than ever to understand how to achieve a more stable and in depth understanding of those we might simply wish to classify as ‘other’. William Faulkner (1897-1962) is one of America’s most highlighted and most unlikely authors. Eventually producing 26 books and a difficult to count number of short stories, Faulkner’s stories were full of such artistry and character that he has become recognized as a giant in world literature. â€Å"Faulkner accomplished in a little over a decade more artistically than most writers accomplish over a lifetime of writing† (Padgett, 2005). His creation of the mythical Yoknapatawpha County, along with all the people in it, painted a precise picture of what life was like in the turn of the century American south. Rather than portraying his characters in keeping with the generally accepted and widely held view of the stereotypical farmer, for instance, Faulkner presented his characters, good and bad, with a strong degree of sensitivity and understanding (Cowley, 1977). Although Faulkner has incorporated a number of themes and issues within his writings, one of the mor e prevalent is his exploration of the true nature of the black man as an individual human being capable of great strength and resilience. This is significant as it was a time in which most black men (and women) were viewed as somehow subhuman, having just recently escaped the shackles of slavery yet still confined within those of ignorance, poverty and blatant oppression. This impression laid the foundation for today’s race relations as well as illustrated the degree to

Business Research for Decision Making DB 4 Essay

Business Research for Decision Making DB 4 - Essay Example For example, it is easy to determine the variables if their differences are visible such as male and female variables but very hard to determine when the variables are not visible such as honesty. According to Golafshani (2003), the main reason why operational definition is an important aspect, in defining things, is because it helps avoid cases of conflicting definitions of variables, terms or objects. Additionally, it gives the researcher control over the variables being researched on. The validity and reliability of an instrument can be said to be the accuracy in determining the variable to measure and the accuracy in measuring them. A reliable instrument gives the accurate measurements while a valid instrument measures the right thing (Golafshani, 2003). For instance, a research that uses instrument that focuses on the right variables will give more effective results as compared to an accurate instrument that does not focus at the right variables. Internal validity exists when the change in dependent variable is only influence by the independent variable and not other superfluous variable. External validity involves the applicability of the results obtained from a small experimented group into the rest of the world (Golafshani, 2003). Internal validity focuses on factors that may affect participants such as maturation, regression, testing, experimental mortality, instrumentation, history, selection, and interaction of threats. On the other hand, external focus on location, interaction and pretesting. Therefore, in order to make a valid decision in business research, all the processes involved should be valid. Golafshani Nahid. (2003). Understanding Reliability and Validity in Qualitative Research. The Qualitative Report, Vol. 8. 597-607. Retrieved from {pdf} 21st April

Why are great Italian Renaissance architects more famous than their Essay - 1

Why are great Italian Renaissance architects more famous than their great gothic predecessors Discuss how and why the role and image of the architect changed during the Italian Renaissance - Essay Example European Renaissance is a period of history when a great deal of cultural change was noted. Among different expressions of the Renaissance period, Italian Renaissance remains the most widely known of all because they have distinctive styles to approach design and reality. Other than being the most well-known manifestation of European Renaissance, Italian Renaissance remains the oldest in terms of cultural change. It should be noted that the Italian Renaissance began by the end of thirteenth century as cultural shift became a part of European society. The transition in this era was particularly noted or observed within medieval and early modern ideology. Most of the historians claim that Renaissance itself is a symbol of modernity that took the cultural shift to a complete different level in terms of societal outlook. Among various contributors of Italian Renaissance, Jacob Burckhardt is the most well-known. A number of contributors other than Jacob Burckhardt tried to bring cultural change to a full swing. The fact remains that the change in culture or cultural shift did not attain its finest form until 19th century. Herein, it can be marked that the changes which were noted in the context of architecture during Italian Renaissance was increase theoretical practices. In simpler words, it can be said that the Italian Renaissance architects made use of roman theories for practice. A similar pattern was observed within the field of literature where roman influence was evident in different readings. Therefore, Roman theories were generally accepted which led Italian arts to feel confident about Roman theories in their practices. On evaluation of the classical Italian Renaissance architecture, it comes to understanding that Roman detailing was greatly used and practices such as columns, pilasters, pediments, domes etc. Also,

The Responsibility of Public in Crime Control Strategies Essay

The Responsibility of Public in Crime Control Strategies - Essay Example It not only depends upon different institutional frameworks but also takes into consideration the geographical as well as linguistic considerations before it can actually be implemented in its entirety. It is, however, important to understand that the overall concept of crime control and prevention largely depends upon how State can actually play its part in defining the roles and responsibilities of various stakeholders involved. During the 1970s and 1980s, it was strongly assessed that crime control and prevention may not be entirely under the control of State. Increasingly, government authorities believed that crime control is actually beyond the power of State. There were two important arguments which suggested this phenomenon i.e. the limited capacity of the criminal justice institutions in controlling the crime and there are crime control mechanisms which are outside the boundaries of the State. It was considered that by reforming the State institution as well as involving non-state mechanisms, government authorities can actually effectively devise new mechanisms to control and prevent crime. Crime prevention comprises of any acts taken by the public institutions or private individuals which are aimed at reducing the damage done by the acts which are defined as criminal acts by the State’s criminal laws. Public protection has become one of the key public issues and much legislation has been done in this regard to ensure that society can effectively deal with the criminal few and develop public protection to the point where society as a whole feel more safer.( Ashworth & Zedner,2012) The above definition therefore critically suggests the involvement of private individuals in crime prevention. The public and private partnership in order to prevent crime are considered as an essential tool in order to ensure that the society as a whole functions crime free. What is also, however, important to understand that crime prevention is a relatively fluid term and it has been suggested that it needs to be classed in order to effectively understand the term and its application.     

Website Improvement of www.easycar.com Essay Example | Topics and Well Written Essays - 500 words

Website Improvement of www.easycar.com - Essay Example From vans to luxury cars the online car rental operates in 60 different countries. The website can be more colorful and trendy, a darker color would suit the website much more rather than orange for example a combination of black with maroon. The website is difficult to access through slower internet connections because it’s resource heavy. Another point that would make a negative impact on the viewer is the clustered written material present on the web pages, a simple solution is to divide the content on more web pages. Another more feasible, interactive and innovative way would be to study the type of customers that are generating the most traffic on the website and then make a home page that gives the user an option to select his or her type and then the selected option would lead the viewer to his desired web page. This would not only lighten the resource weight but would also make the website matter specific making the website much easier to use. The book now and pay late r is a very innovative offer that is being given to the user hence it should be promoted in a better and more effective way, a separate web page can be assigned to this section. The category of prestige cars can be further divided into SUVs, sports and luxury cars, making the website more specific in terms of car selection. The prestige car section should have more details and attributes of the cars available mainly because of two reasons. Firstly the cars are expensive and it would be much better that a customer selects exactly what he or she wants, secondly the car specifics and attributes would invite more people to view the website. All this would eventually result in improving customer satisfaction. Another new feature that would make the website more interactive and innovative can be added by the name of car comparison. This would not only enable the user to compare cars to help him or her in analyzing the cars more effectively

Explain religious teaching about what it means to be a human Essay Example for Free

Explain religious teaching about what it means to be a human Essay Human has a embodied spirit who thinks, act, speaks and desires. Religious teachings say that humans are created in the image of god. They are different from animals because humans have the ability to love, be moral and have free will. Humans life is a gift from god. We must value life. God created us as intelligent beings with the ability to control our actions, urges and emotions. Christian teaches that free will is given by God. By free will, we shape our own lives. Bible says Humans are creation of God. God desired humans to exist. God gave us the ability to reason, speak and to live a moral life. Humans are mixture of earth and divine breath. Bible teaches that we are the incarnation of the divine and part of us is drawn from the earth. Everything created by god is perfect and it was intended. Of all the creatures in Gods creation, Humans are the only ones who enter into a dialouge with God which is by prayer. Most christians believe that humans are distinct from the animal word, and that the most important differences between animals and humans have is soul – a divine spark that sets them apart from other living things. This asserts that Christians do not treat animals as their equals, as only humans were made in the image of God. Christians believe in the sanctity of life, that there is something special and holy about life. Christians believe that humans have a soul which lives on after the body has died, this soul will then be judged and then can join God in heaven. God gave humans dominion over the non-human life, E.g. in Genesis Let them rule over the fish of the sea and the birds of the air suggesting human life has a higher value than non-human life, this shows God has given humans a big responsibility to life which exempliflies the value. God made man in his image many christians believe that God gave them the brains and the abilities to find cures for humans by experimenting on animals and not to use these abilities would be denying Gods plan for them. Some christians say that this gives them the right to use animals in  experiments because humans are of more value. As well in Genesis God said to Adam Rule Over all living creatures suggesting animal testing is acceptable. However, Some christians may be very much against this, as when God created the world, he saw that all that was in was good. Some say this means we should not experiment on animals because they are wonderful part of Gods creation. The earth is the Lords and everything in it, the world, and all who live in it. Human lives are special because it is a gift from God. Human lives distinct from any other creatures and are in higher positions. Humans have sanctity which relates to their dignity, which has both natural dimension, in terms of rational thought and moral decision-making powers. â€Å"Human beings have complete control over their own life and destiny.† (15 marks) How far might a religious believer agree with this statement? Everyone has a purpose of being in this universe because we all have a special position that is created by God. Humans make their own choices and lead on their life. But, God is always there to show people the right path. Only God has control over peoples lives. He decides when we die and when we born. Everything is in Gods hand as religious believer will say God created the world. Gods choices are always right. He is capable of carrying out any project to a successful conclusion without the possibility of fault or failure. Nothing in His universe happens by chance or accident. For every effect there is a cause. God is in control. We have freedom to choose within the constraints of who we are and the circumstances we find ourselves in. Yet while God controls those circumstances but does not control us. While God is able to control us, and if he wanted to he could override our freedom, he chooses not to. The concept of the control of God over everything is called the â€Å"sovereignty† of God. Nothing gives us strength and confidence like an understanding of the sovereignty of God in our lives. God’s sovereignty is defined as His complete and total independent control over every creature, event, and circumstance at every moment in history. Subject to none, influenced by  none, absolutely independent, God does what He pleases. God is in complete control of every molecule in the universe at every moment, and everything that happens is either caused or allowed by Him for His own perfect purposes. Religious believer might say that God is directing your steps down to the smallest details. He can make things happen that you could never make happen on your own. He is for you, on your side, and what He has purposed for your life will come to pass.

The Business Objectives Of New Technologies Information Technology Essay

The Business Objectives Of New Technologies Information Technology Essay Prior to think about starting new business or implementing new technology to the business, one must think about the Objectives what they are expecting from it and objectives are based on planning. Therefore, plan is the most important part and if plan does not figure out the outcomes, this would mean that the plan made is vain. So planning should be made under consideration that whatever objectives we are going to calculate from the business, plan should stipulate end results and its associated activities to achieve that results. Objective may be set under the consideration of increase in monthly sale, profit or decrease in cost, operating expenses, check and balance on cash flows, debts, investments etc or non financial objectives such as customer satisfaction and whatsoever to give the positive edge to the business in the competitive environment. However, the selected topic would highlight the introduction of a new technology in an organisation in achieving its business objectives in following discussion. 1. Introduction Lots of executives nowadays are more sentient about the strategic weight of technology in terms of providing the value and cut-throat edge to their companies in fast pacing business arena. Such kind of needs turn into more crucial issues when we talk about their practical implications in any business as it comprises not only cost and complexity but also increase in the rate of technology change, sources and competition. This may sound uncomplicated in terms of designing it on papers, however putting it prudently into practice is not simple, as it requires valuable processes, management of technology and system to make sure that these technological resources are matched with the business needs, not only to cope with current demand but for the future needs of the business as well. Hence, no matter what technology is planned to introduce in the business, but it must considered that it assists the business processes such as communication and its implementation must be aligned with business strategy and development. 1.1 Technology And Its Appendage To Business We can define technology in many ways and the abstracts from the various definitions highlight different aspects that epitomize technology and this can be deemed as a precise type of knowledge however this may also be in material form in a shape of physical object, e.g. it can be a machine, system, module or product. Moreover, when we talk about important elements of technology then we come across with the sense that these elements distinguish technology from ordinary understanding to precise understanding of the company, as technology comprises with engineering and science. And the procedures which work effectively for its functions are also very important, for instance organisations structures and software applications / tools together with innovative procedures and advancement of new product etc. Obtaining awareness about the technology and accommodating it for its effective use is crucial, as technical know-how of any technology consists of both overt and unspoken knowledge. Where, overt know-how can be explained whether in a form of report, process or user manual, together with the physical equipment. However, unspoken technological knowledge can not be easily expressed and depends on training and understanding of work such as obtaining different skills according to the need of work. Equally like technology, we can portrait technology appendage to business in a way that it concentrates on the effectual recognition, selection, getting hold of development, utilization and shielding of technology needed to uphold a market place and business recital in conformity with companys objectives. So technology appendage to business can demonstrate as ascertaining and upholding the link between resources and objectives of the company and this requires suitable processes and tools sustai n by effective management and communication. 1.2 Management of Technology Once technology introduces to the business the next phase comes in the shape of its management which elucidate the demanding processes to build up an incessant relationship between product and services that it can produce desired results while serving to the target market. In this way it becomes easy for it to put together all technological issues arise during the business processes, including innovation, operation management, strategy development and new product development and ultimately the extraction of those issues with best solutions. Excellent management of technology requires the strong link of knowledge and communication among the technological and commercial perspectives in the organization and this would help to accomplish a balance between technology push and market pull. Thus, it does not only depend alone on either internal or external factors but equally on both factors such as business objectives, inside culture of the company and dynamics of the market. Following figure shows how technology can support to both product and services to achieve its best and cost efficient results while simultaneously focusing on business strategy and available market opportunities. Key Challenges As challenges are associated with all of the businesses, fields, professions, processes, etc similarly there are various challenges attached with the introduction of new technology to the business few of the vital challenges are as follows: Comprehensible Business Need The first challenge prior to decide the introduction of new technology to the business is Need and this must be taken into account with high consideration as cost of implementing new technology must not exceed the benefits originate from it. Otherwise lack of clear business need may affect worst to the business position and ultimately may put business out from the market. 1.3.2 Valuable Business Processes Once its decided that there is a genuine need of the new technology in the business and competitive advantage would be driven into the business, then there is a need to think about how to develop valuable business processes which would align all internal and external factors with the business strategy to achieve its objectives and it must not overload from limited or short term tasks only. Organisation Culture Culture of any organisation is vital for its success so new technology must be supportive to its culture and should participate in the effective progress of making culture stronger than the ongoing culture and definitely it should not impede the ongoing progress otherwise the introduction of new technology would be costly rather than beneficial to the company. 1.3.3 Right People and Functions There is also a need to ensure that right people and functions must be aligned with new technology as it all depends on the knowledge and skills so if the right persons are not put in place to exercise it or in the process of making functions to obtain competitive outcomes then the best use of new technology may concealed forever from the companys desired results. 1.3.4 Obligation from Senior Management Obligation from senior management is required for this introduction as they are in command to decide and use of the technology. As they are working for the best interest of the shareholders so every decision from them must be transparent and they are accountable and responsible for their actions towards the companys progress. Lack of commitment in this regard may affect worst on the decision of introduction of new technology. 1.3.5 Required Data / Information Availability of required data / information is essential that could support the companys decision for the introduction of new technology. Because this would help the management to decide whether these is a need for the new technology in the business or they can make outsource arrangements for the required processes without this data / information company may play blind ultimately associated cost would turn their profit into loss. Effective Tools / Techniques Effective tool, techniques and methods must be analysed which would be associated to the new technology as these should not either play a difficult or negative role in the companys ongoing processes. Consequently, these would leave destructive impact on the operations and company may face solvency or loss due to the introduction of new technology. Effectual Training and Monitoring Training must be provided to all of the staff members involved in the processes affected by the introduction of new technology as without the proper training they may face difficulty to use or bypass cost effective processes and finally monitoring is vital for the sake of observing the desired benefit calculated prior to the introduction. If company achieves its objectives then its beneficial and would give competitive advantage and if not then company always move with the contingency plan to depart from the use of new technology or processes. 2. Radio Frequency Identification (RFID) New Technology By Tesco Tesco is trying to develop the idea of introducing new technology Radio Frequency Identification (RFID) from last 5 years with a perspective to align it with its business strategy. 2.1 How It Works This technology has an ability to track and tag items, on the other hand its implication is enormous. For instance, the movement of stock can be tracked and in transit products can be easily monitored, so inventory of all items can be examined at any time. 2.2 Enhanced Customer Availability With the help of stock tracking in real time and ability to record it automatically, this technology will help the staff members to re-shelve the items on time. Eventually, it will be the reason for enhanced customer availability to the stores. 2.3 Reduced Pricing Through this technology control over the waste in store, effective supply chain management and better stock levels would help Tesco to reduce the products prices to obtain competitive advantage. In simple words products would be ordered in controlled manner such as Just In Time delivery before the stock ends and eventually minimum waste of it in store. 2.4 Enhanced Customer Services Due to control over all other aspects such as enhanced products availability, the staff would be able to provide excellent and focused customer services. As, they would get awareness of stocks in seconds of time whether items are available or not together with tracking the misplaced items and putting them back to their places. 2.5 Automated Re-order As, this technology keeps record of all items available in stores, in transit, misplaced in the store and control over the wastage of inventory. So, it would be possible to reorder items automatically based on the contact of minimum level of stocks of each item. 2.6 Implementation Issues Tesco is still working on this project to implement it in its stores but there are many issues left and need appropriate intention and secure programming. The main barrier around its implementation is the requirement of huge cost and without cost / benefit analysis Tesco is not ready to implement / test it in any of its stores. But it is expected that it will introduce in 2010. The other main issue which has to consider carefully that this technology has a potential of spy and this issue has already risen by Civil Rights activists. Also there is apprehension about the manipulation of data in terms of changing in the product price by customers. For instance, PDA (hand held device) may edit the tag of one item with the price of another. 2.7 Conclusion The idea behind introducing the new technology is that whether it endows positive and efficient results to what is currently in use by the company or not. So, the thing is company has to decide that whether they need to upgrade the existing technology already in use or introduce the new technology to achieve business objectives while taking advantage of the more profit, competitive edge / enhancement of operational activities or if they can push the business activities forward without introduction of new technology. Also company must take its vision in account and must ensure that this new technology is heading towards the same direction and has ability to dominate the future approach of performing a task in the companys favour or will it become obsolete after a little time (companys loss in terms of functional cost) or complex in use that customers will lean while using it at the time to buy a product (damage of image). Apart from the criticism about spy and other associated issues, Tesco knows that introduction of new technology has other short terms issues as well such as re-organising, re-training of staff, educating customers how to use it etc. Moreover, the cost / benefit analysis are left behind and has to analysed before the implication of this new technology. This is fair to say while concluding from the introduction of new technologys analysis that business would not obtain benefits if it is same alike so. And if without introducing new technology a business is already standing on the top of competitive environment then there is no need to introduce new technology to the business but hold the card to put off when any of the competitors changes its approach to come forward in the competitive business arena. 3. Approaches Of Introduction Of New Technology Once I read the available list for The Oxford Brookes University  Research and Analysis Project (RAP) by ACCA, I decided to write on How the introduction of a new technology can assist an organisation in achieving its business objectives and for this purpose I selected Tesco RFID to refer it with the different available approaches. Following are various approaches / levels / stages etc that every company may consider while functioning about the introduction of new technology to achieve their business objectives: 3.1 Planning Of Product / Technology This is the very common type towards the introduction of new technology in the business and it covers the entire processes that a company may come across with right from its start to its end. This stage helps the company to insert technology in their running system and contrived products. Tesco RFID prior to its development was taken into account with a consideration of individual customers understandings and needs. The idea was based on customers shopping experience and wastage of stock in the stores. So they planned to introduce a new technology that regulates with the current operational activities and this process can be seen in the following figure which shows the timely introduction and connection of products-technologies relationship on planning stage. 3.2 Capabilities Of New Technology After the planning stage, the next step companies consider for the introduction of new technology in their businesses is analysing the capabilities to handle the current operations of the organisation by new technology that it should enhance the performance of the ongoing processes and should not become the reason of either making it difficult to handle or making the current operations more complex than their existing way. Same as in the case of RFID, Tesco reviewed its existing operations and analysed that with the help of capabilities of new technology together with the management serving the customers by giving individual attention, the implementation of RFID would be very effective. The technology captured positive perception but still issues are associated with it and Tesco is working hard to resolve these issues. Tesco management knows that it would give them cost reduction benefit by controlling over the wastage of stock but the implementation is still delayed due to the high initial cost requirement and other issues. But, it seems like Tesco management is sure about technologys capabilities and exceptional services by staff members so they know that it would help Tesco to understand that how much investment is required to implement it properly and ultimately this would become a rationale in increased business activities plus profit. Following figure shows the interrelationship between all activities behind the introduction of new technology in the business to achieve its objectives. 3.3 Strategic Approach It is very important to keep in mind about the future vision of any introduction of new technology in the business as it comprises on the all vital aspects of the business environment including market, product, skills, technology etc. So prior to deciding for the new technology, companies should made the vision that what they are expecting from this new project that it should stroll along with all vital aspects of the business without having conflict with any of it. The same way, Tesco realised that they can save much of the costs they are wasting in a way of stock wastage and made vision that this RFID would produce excellent results in terms of increase in sales and reduction in costs including management cost and more important is that it is aligned with its operations and future vision. Following figure shows the how the strategic approach works for the business even to fill out the gap which turns up due to the comparison of current position with the future vision. 3.4 Information System Information system is vital part of every successful project and especially when thinking about to introduce new technology to the business. All of the projects essences up to its success are based on the right information on timely basis. If wrong information driven on the initial stage would mean the wrong decision for the future and ultimately it would drive company towards cost and loss of business. Tesco for instance, when initially took step for introducing the RFID they came across from many experiments in the shape of surveys and observing customers behaviour and they collected right information from its various outlets to make decision about introducing new technology. So, we can see from the following figure that right information on right time in the process of technology development provides the dominant outcome (e.g. nugget in the fig) leads to cost effective edge in the companys operations. 3.5 Asset and Management Knowledge On the basis of aligning available management and asset knowledge companies can portray the future demands. Asset knowledge relates to the processes on which management takes decision about the projects and their needs including introduction of new technology and this is the stage where management takes business objectives very carefully in to account. As Tesco on the basis of its knowledge and management skills enabled it to take a decision about to introduce RFID. With the help of following figure we can analyse that how all aspects of introduction of new technology in business such as assets, knowledge and management help to align all the processes while focusing on the eventual end of achieving business objectives. 4. Issues With Introduction Of New Technology Similar to all projects, there are various issues attached with the introduction to new technology and these issues must take into account very sensibly to achieve the desire business objectives. However the most import issue is Software, as almost all of the technologies are dependent on software that enables its effective use so companies must consider the following main issues related to software: Software should define all aspects of the business processes without any conflict with inter-related activities from enabling data, sharing information, to all templates and protocols. Software should enable management to retrieve data for decision making, analysing situations, and managing the complexities in the systems etc. Software must provide the critical paths of the activities along with available activities which can start parallel to the critical paths to save time and cost and eventually helping management to make timely decisions. Software must have ability to uphold market information, product-market analysis, option evaluations, assessment of technology up gradation etc. Software should have ability to customise it on timely basis according to the requirement to obtain utmost results from the technology. Software should have ability for integration of methods, processes and information. Software must have ability to facilitate the business processes from importing and exporting data simultaneously connecting with other management and business information systems. Software interface must be user friendly with ability to grow with company, this would mean that it must have ability to support multi-users as data would input from various locations and types. Must consider that only software alone may not produce good results as its role is just to support business activities and it depends on the management that how they utilise the best from the information generated from the software. 5. Pros and Cons Of Introduction Of New Technology Like every object new technology introduction also has pros and cons to the business as the logic behind the introduction of new technology is that businesses want to make their activities and processes more efficient as compare to their current available needs. 5.1 Advantages of Introduction of New Technology Following are the advantages of the new technology in business: 5.1.1 Cost Efficient The first and main advantage behind the decision of introduction of new technology is cost saving. 5.1.2 Productivity Increased productivity in terms of production, planning and efficiency is also one of the advantages associated with introduction of new technology to the business. 5.1.3 Reduction in Workforce Automated activities help companies to reduce the workforce eventually this would help as a source of cost saving. 5.1.4 Profitability As efficiency increased it reduces the cost so introduction of new technology to the new business allows work to be done more quickly which would mean more fluency of cash inflows to the business. 5.1.5 Employees Motivation Once company achieved its business objectives from the introduction of new technology this would means business is making profit. So, companies may think about remuneration increment or bonuses to their employees to increase their motivation level. 5.1.6 Effective Communication and Decision Making Introduction of new technology may help companies to communicate effectively with their long distance businesses point of sales and thus it would be easy for them to make decision according to the requirement of a particular area. 5.1.7 Competitive Advantage Companies always decide to introduce new technology with keeping competitive advantages in their mind. It could be offering products on low prices without lowing standard of products. 5.2 Disadvantages of Introduction of New Technology Following are the disadvantages of the new technology in business: 5.2.1 Management Main disadvantage is the introduction of new technology to the business might be difficult to manage. So with high consideration of genuine need must take in to account. 5.2.2 Skills New technology if internal, the company may require to arrange appropriate training for its employees or if external (for customer use) then may not be user friendly and thus beyond the range of use from large number of customers and this would generate loss in return. 5.2.3 Maintenance The maintenance and up gradation of technology to keep it effective may incur more cost than its benefits. 5.2.4 Other Costs Other costs may be in terms of redundancy pay to the staff due to the introduction of new technology and purchasing it for the entire branches of business. 5.2.5 Time Factor Introduction of new technology may obsolete more quicker than the time company calculated to obtain benefits from it. 5.2.6 Integration Introduction of new technology may not integrate with all of the business processes or may bypass various activities which may be important to take into account for the effective outcome. 5.2.7 Substitute Substitute of the technology may be more efficient of cheaper than the technology company is going to arrange for its business activities. This would mean inefficient and costly decision by management without making proper research. 6. Conclusion From all of the above discussion we can abstract that introduction of new technology (if genuinely required by the company) has great potential to support the development and implement of business activities, align with strategy of the company while endowing a company with the effective information, processes and tool to obtain positive outcomes. The following features of introduction of new technology have identified: A lot of benefits of new technology are taken from the business processes and these processes brings together personnel from various divisions of the business endowing them chance to share effective information and their perspectives towards the development of new technology. The obvious advantage to develop and introduce the new technology is based on the effective communication which is associated with business processes and eventually with the strategic planning. The new technology development may have potential for supporting business planning and strategy to achieve the business objectives sketched by businesss vision. New technology introduction is not a black box approach that it would use as a learning experience or flexible approach that it would base on specific circumstances. Introduction of new technology should articulate in graphical form as it is the most effectual means which maintain communication across useful boundaries prior to the development of processes under new technology. New technology must integrate with technology already in use, products development, business processes and commercial activities by the company. New technology should overtly describe the time measurement which is significant for certifying that all business related activities are synchronised effectively. Introduction of new technology must focus on long term vision of the company as the initial investment for the development, implementation, and training about new technology costs as a huge expense to the company. Software plays an important role in every application in the technology. It may alone can not deliver the best results unless it is made as user friendly and integrated with all other related aspects of the business Finally a key benefit of introduction of new technology is sharing of knowledge among all the personnel even if around the globe and the development of strong and common vision where company is heading. 7. Recommendations After working about the implementation of RFID by Tesco and attached issues to this project following are few recommendations for its growth: YE ABHI CHANGE KERNI HEIN Establish Technology Management Practices Create IT Management Team ORG does not have a formal technology management team. Given the size of ORGs computing environment, CompuMentor recommends ORG develop an Information Technology Management Team. This team will drive the overall direction of technology and information systems. We have found this to be the most sustainable and cost effective way to manage the technology projects and systems that ORG will be developing. This team can be comprised of existing staff through a reallocation of their time depending the existing staff skill set, interest and budget considerations. Benefits Allows all staff to begin discussing needs, ideas and directions for technology. Provides a realistic technology budget that takes into account the organizations technology plans. Becomes a focal point for future technology planning, and specific technology projects such as web site construction or database planning. The diverse membership of the tech team can help ensure that such policy is useful for all members of an organization. Recommendation ORG should develop an Information Technology Management Team pooled from its existing staff. The team works to set technical priorities, assist in decisions in technology plan implementation and advocates for technology in the budgeting process. The team is made up of a representative cross-section of the organization. This will be increasingly important as ORGs technological capacity grows and the needs of its users become more diverse. The tech team ensures continuity for planning that outlasts the tenure of any one individual. The tech team should ensure that members also share training opportunities. Document Policies Procedures In order to most productively manage the technology usage at ORG it is important for the organization to document common computer procedures and computer usage policies and to train staff members on these policies and procedures. Recommendation The series of training materials that Miriam has produced should be finalized and deployed to all ORG staff members. Computer usage policies should be drafted and posted at each location. Improve Network Server and File Security. ORG should standardize and improve its network security. The mix of local vs. server accounts and the lack of standards for file organization and file sharing not only requires more overall administration; but also puts ORGs data at risk from loss, theft, or access to private files by individuals who should normally be denied access. Recommendation In order to provide a consistent model among all of its offices ORG should follow a standard set of guidelines for storing and sharing files. Additionally, all user accounts should be centralized on the servers at each location. A consistent file storage and sharing model will help users across the organization to know where to put files so that they are secure and confidential. Considerations This recommendation should be considered when planning to replace the network server at the unified Peabody/Whitehall office as many of the tasks below could be most quickly performed on a new server. Evaluate need for regular systems administration. Due to the size of ORGs organization, it should consider how much time is spent administering various systems and resolving day-to-day user problems. ORG presently has a person at each location designated as the defacto administrator. This role is in addition to their regular mission oriented duties. Recommendation ORG should track its daily user related issues and the amount of time it takes to resolve them over a period of time (30-60 days). Evaluate the time requirement to resolve such issues in order to identify if further scheduled support service or a full-time administrator is required to free up the time of the present administrators and to provide better service to staff members. Establish a formal technology budget. ORG pr

The Historical Background Of Virgin Atlantic

The Historical Background Of Virgin Atlantic The importance of Tourism and hospitality industry can never be over-emphasized in the development and growth of many nations in the world. As a result of the advancement in technology and globalisation, tourism and hospitality industry serve as a vital driver of job creation as well as being the main source of income for many developed and the less developed countries. Due to the pivotal role of this industry in the creation of wealth for nations, several companies as well as international organisations devise efficient and cost effective operational management methods in order to maximise their profits. A key industry that propel tourism and enables tourism and hospitality industry to its present global height is the aviation industry, which not only transport people from one place to the other, but ensures that places that were deemed unreachable can be discovered, thereby creating wealth for organisations as well as enhancing the geographical prominence of countries in the league of nations. Virgin Atlantic, the second largest commercial airline in the United Kingdom play an active role in the tourism and hospitality business by ensuring that it provide cost effective and innovative services to its various clients. As a result of keen competition in the aviation industry, Virgin Atlantic is renowned to be one of the pioneers of in-flight entertainment as well introducing a premium economy class services for its customers that can not afford to travel on an upper class but still wants to benefit and enjoy some of the privileges of the upper class clients. The global economic recession as well as the harsh business climate has made it imperative for companies to re-evaluate their business models and device strategies to cope with the ever changing macro and micro environmental factors that affect the company. These are made possible by the analysis of the companys Strength, Weakness, Opportunities and Threat (SWOT) it faces while operating in relation to their competitors. Despite the advancement in technology, the three core functions of any organisation i.e. marketing, product and service development, and operation are well guided in order satisfy the ever increasing customer demands. To do these, most organisations align their operation management strategies to the changes in the external and internal forces that affect their operational model. Kim and Olsen (1993) corroborated this by advocating that a balanced approach must be used to monitor the events that occur in the external domain and assessing the potential impact on business and unit level operations. Organisations must focus on their strengths in order to deal with the wide range of external factors in creating opportunities for themselves. On these basis, the identification of the external and internal operational management methods are clearly identified as a tool in increasing productivity ,customer satisfaction as well as promoting their products to their target audience. STATEMENT OF THE RESEARCH PROBLEM In every research, there are various problems that are identifiable, but for the purpose of this research, the following questions need investigation. What operational method can organisation adopt? What is the significance of operational management to an organisation? Should organisations in the hospitality industry adopt similar or different operational management? OBJECTIVES OF THE STUDY The objective of this research can be summarised as follow; 1. To analyse the operation management of Virgin Atlantic in relation to tourism and hospitality. 2. Establish the impact of internal and external factors that affects Virgin Atlantic operations. 3. How company formulate and adopt strategy. 4. Identifying the strengths and weakness of Virgin Atlantic 5. How the company measures service quality and improvement. 6. To established the best operational management methods for productivity and promotion. SIGNIFICANCE OF THE STUDY The study is of great importance because it underlines the understanding of the operation management of Virgin Atlantic which is one of the pioneers in innovation in the tourism and aviation industry. The research highlights the various approaches used by Virgin Atlantic in their daily operations and how it has been able to remain a viable and competitive company LIMITATION OF THE STUDY Due to time constraint, it was not possible to do a comparative study of the operation management of Virgin Atlantic in relation to other organisations in the aviation industry in relation to hospitality management. HISTORICAL BACKGROUND OF VIRGIN ATLANTIC Summary Virgin Atlantic is the second largest commercial airline in the United Kingdom that starts operation in 1984.It is headquartered in Crawley near Gatwick airport and owned by Sir Richard Branson (51%) and Singapore Airlines (49%).The airline operates between the United Kingdom and North America, the Caribbean, Africa, the Middle East, Asia, and Australia from its bases at Gatwick Airport and London Heathrow Airport, using a mixed fleet of Airbus and Boeing wide-bodied jets (web 1). Almost uniquely among major airlines, it operates no short-haul services whatsoever, with its shortest route being from London to Accra (web 2).It offers three classes of travel: Upper, Premium Economy and Economy classes which all bears the hallmark of Virgins award winning inflight entertainment and based on airlines aims of provision of innovative service at excellent value for money for all classes of air travellers (web 3). Birth and Formation Virgin Atlantic was conceived as result of an idea from Randolph Fields who wanted to be operating flights from London to the Falklands islands after the Falkland war. But due to Logistic and operational cost, the Falklands operation was aborted and an alternative arrangement to have flights operating from London to the United States was agreed upon. Randolph Fields proposed his idea of flights operations to Richard Branson at a party in Central and he agreed to be a partner in the flight business with 25% stake going to Randolph Fields and 75% to Richard Branson (Web 4). Like all Richard Branson businesses, he approaches the partnership as a venture that must succeed within a year or he exits the partnership. The airline was an instant hit in its first year and it was able to lease more planes in the second and subsequent years. Richard Branson eventually bought out Randolph Fields stake in the business in 1997 after disagreement over operations of the airline. After its maiden flight to Newark in the United States on its leased Boeing 747 in 1984, the airline had acquired more aeroplanes to cover different routes and destinations ranging from Tokyo, Boston, Los Angeles, Rolando etc. Despite the apparent success and popularity of the airline, the company faced financial problems in the 1990s due to the recession, the Gulf War and the subsequent collapse of International Leisure Group (ILG), there was need to save Virgin Atlantic from collapse and involves the abolition of the Traffic Distribution Rules (TDRs) which was meant to create equal distribution air traffic between Heathrow and Gatwick airports in order assist Gatwick airport to make profit. The TDRs rule stated that airlines that do not operate international flights from Heathrow airport prior to 1977 would not be permitted operations there, but will instead be using Gatwick airport. The abolition of the rule made it possible for airlines to commence operational flights from Heathrow. This subsequently paved way for Virgin Atlantic to begin operations at Heathrow airport despite opposition from British airways who was the largest operator then. As a result of this move, Virgin Atlantic was able to increase its long-haul flights and survived the recession in the economy. In order to consolidates its position and expand its flight operations, Virgin Group the parent company of Virgin Atlantic, sold 49% stake of the airline to Singapore airlines in year 2000, while Richard Branson retains 51% stake of the airline. This increased the value of the airline  £1.25 billion thereby making it one of the biggest private operated airline in world (Web 5). Rivalry with Competitors The movement of Virgin Atlantic operations to Heathrow signal a rivalry between the airline and British Airways. Amongst the rivalry between both airlines was the famous libel fine of  £500,000 and  £110,000 in 1993,that was awarded out of court to Richard Branson and Virgin Atlantic as well as  £3million court charge against British Airways for its dirty tricks campaign on Richard Branson and his airline (Web 6).Subsequently in June 2006, and British Airways was fined  £271 million as a result of a tip-off from Virgin Atlantic after investigation by the US and the British office of fair trading for alleged price-fixing between both airlines (Web 7) . Agreement and Co-operation with Other Airlines Despite Virgin Atlantic fierce rivalry with British Airways, the airline do partners and codeshare agreements with other airline in the world namely; South Africa Airways, Air China, Cyprus Airways, Flybe, Gulf Air, Scandinavian Airlines, US Airways, Malaysian Airways etc. in order to spread its reach across the world (Web 8)(Web 9). Service and Innovation Virgin Atlantic has been a pioneer in services and innovation in the aviation industry through its introduction various services and technology that are used to distinguish itself from other airlines in the in Industry. It operates three-classes (Economy, Premium Economy and Upper Class) of travel in order to cater for the needs of its passengers. The Economy class is the standard class and it provide among other facilities such as free meals, drinks and lumbar support for its passengers. The Premium Economy class provide clients with a wider seat having more leg room, priority boarding as well as separate check in area from the economy class passengers (Web 10). The Upper Class provide the passengers with first class services ranging from larger menu and in-flight bar. It is also equipped with the biggest fully fitted flatbed compared to any other airline business class services. Virgin Atlantic airplanes also are equipped with the state of the art In- flight entertainment system, that provide entertainment to all its passengers in order to ensure that they have a memorable time while flying the airline and maintain their loyalty them. CHAPTER TWO LITERATURE REVIEW The aim of any service business organization is to create goods and services that are of high quality, quantity and cost efficient in order to satisfy the consumers needs. This can be achieved by ensuring that detailed attention is devoted in the planning and control of day today running of the business, design of products and creating a competent processes for employees to work. Operation management covers all these essential functions from the top level management to the immediate control of operations in the business. Operations management according to Nigel Slack et al. (2010) is defined as the activity of managing the resources which produce and deliver products and services. This system of management relates to the function of any organization responsible for the design, planning and control of resources for the provision of goods and services (David R.B and Paul L.F, 2010). Operation Management Model Source: Operations Management, 6th edition, Nigel Slack et al (2010, p.25) The Evolution of Operation Managements The history of Operations management can be traced to different projects in the development of human history from the construction of Egyptian pyramid to the building of the Great Wall of China and the industrial revolution that began in England in the 18th century. Before the industrial revolution, production of goods and services are made through custom made products. But as machines were invented, there was an increase in the factory system thereby leading to the specialization of labour as proclaimed by Adam Smith in 1776 in The Wealth of Nations which emphasize the benefit of breaking down production activities to smaller parts and assigned to individual worker through the manufacturing process. This ensures an increase in the production of goods and services through specialization as opposed to the cottage system of manufacturing for individual needs of the consumer. By the mid 19 century, most cottage industries were being replaced by factories which expanded to urban workforce with effective communication thereby paving way for the great output explosion of the 20 century (David R.B and Paul L.F, 2010). A number of techniques were later introduced during this period among which is the scientific management principle developed by Frederick Winslow Taylor (1856-1915) (Taylor, 1911), that was used for the creation factory Ford Rouge plant in which mechanized assembly lines, specialized labour,mass production and interchangeable parts were featured. But with the major studies in the relationship between output production and human motivation by Maslow (1943) and Herzberg (1966), the essence of developing a social as well as a technical system for manufacture processes. The growth in the Asian economic coupled with new manufacturing processes such as Just-in-Time (JIT) principle and Lean Operations in the 1960s brings a different perspective to quality and design management thereby making businesses to improve on their product delivery. Wickham. S (1985) and Terry (1985) also emphasized this in their studies by recognizing that the view that techniques and systems are not the most important part of operation management but taking a more balanced strategic view of management operations. As a result business competitiveness depends not only on low level, limited impact system of operation but on a broader management operational view (David R.B and Paul L.F, 2010). CHAPTER 3 MACRO AND MICRO ANALYSIS OF VIRGIN ATLANTIC The operation of every business is affected by several internal and external factors which determine the growth and survival of a business organisation. These factors can analysed by looking at the environment in which a business operates otherwise called Environmental Scanning or Macro environment. Macro environment refers to the clients, markets, industries and competitors which an organization interact with during their business operations. These factors are outside the control of an organisation and indirectly affect its activities. Kroon (1995) defined environmental scanning as the study and interpretation of the political, economic, social and technological events and trends which influence a business, an industry or even a total market. Based on this definition, Macro environment can be analysed by six factors or segmentation called PESTEL which is Political.Economical, Social, Technological and Environmental and Legal factors. These are in constant change and organizations must define strategies to meet up with the changes. Holloway (2004) stated that macro business environment is subject to continuous changes and in order for the business to survive, it must learn to adapt to these changes. The Political and Legal factors such as government policies and legislations affect the mode of operation of every business. This factor can encompass political stability and favourable legislations such as tax concessions which encourage and promote the operation of business. Since Virgin Atlantic operate flights to different countries from the United Kingdom, the political environment in which it operates play a long way in the determining its success. The political decision of abolishing the Traffic Distribution Rules enables the airline to expand its operation flights and increase revenue for the company. Furthermore, countries of high political instability in Africa and Asia have a negative impact on the airline because the tourism potential reduces as a result of less people flying to these countries. The Economic factors are significant in determining the operation management of Virgin Atlantic in the hospitality industry. The factors such as inflation rate, recession, spending power, deflation determine the role of Virgin Atlantic in the hospitality industry. The recent recession as well as the euro zone crisis has deeply affected the tourism and hospitality industry with less people travelling on holidays due to job cuts and ,high inflation rate and redundancies have lead a reduction of flights of Virgin Atlantic thereby affecting its profit. Furthermore, deregulation of the airline industry has created an avenue for Virgin Atlantic to reduce to reduce airline fares. Although financially distressed airlines have cut fares to boost operational profit, Virgin Atlantic operates different incentives for their customers such as discount for senior citizens in the society as well as group travellers in order to stay ahead of their competitors. Social and Environmental factors play a great role in the tourism and hospitality industries because the society demands the services that are rendered by the airline industry. Virgin Atlantic strive in is staff recruitment to employ people that care about the customers and provide their best for the customers by bringing their individual personalities to work while having fun at the same time (Virginatlantic.com, 2011).Consequently, as part of its corporate social responsibilities, Virgin Atlantic allows trained pets that accompanied disable people on its flights as well as providing assistance to unaccompanied children to travel. It also offers its customers complementary limousine pick up and provide in-flight beauty treatment for its business economy passengers. The commitment of Virgin Atlantic to reduce its environmental impacts of its operations was highly lauded by the government for introducing biofuel in to some of its aircrafts in order to reduce emissions to the environment. It has also introduces recycling programme on board of all its aircraft as well companys office in order to reduce the amount of waste generated and become a conscious and cost effective organisation(Virginatlantic.com,2011). Technological factors are important in the provision of highly effective and accident free operation in the hospitality industry. Virgin Atlantic Airways believes in the role of technology in improving services and ensuring that safety of its staffs and passengers. It has been able to accomplish this by ensuring that it acquires new technological advanced aircrafts in order to improve the operation management and safety of the airline. Since flying is an highly dangerous operation if effective checks are not carried on airplanes, Virgin Atlantic have engineers that are highly trained have been researching to improve safety and security of airlines. They also introduce technologies in-flight entertainment to entertain the passengers while waiting for arrival as well while travelling on their flights. MICRO ANALYSIS The micro analysis factors influence the operation of any business organisation. These factors directly affect the operation of an organization and can change in order to align with organisation vision and goals. The micro economic factors that affect the operations of Virgin Atlantic in the hospitality business are; Customers, Suppliers, Employees, Competitors and Shareholders. The customers are the main contributor to the survival of any business because they contribute to the revenue in which the business operation is being run. Virgin Atlantic take utmost care in providing a second to known service for its numerous customers, based on the original philosophy of Richard Branson, which is to offer the best possible service to its clients while delivering the best possible value. People also regard Virgin Atlantic as a distinctive, fun-loving and highly innovative brand and one that is admired for its friendliness, intelligence and integrity (Virginatlantic.com, 2011). It also try to retain the patronage of all its customers by operating frequent flyer incentives such as the flying club where points accumulated from previous flights can be redeem later for free flights in the company. The introduction of in-flights entertainments on all is flights is also a ploy to make flying experience with Virgin Atlantic a memorable one. The Virgin Atlantic employees are the assets of the organisation that project the values and culture of the organisation to the outside world. As a result of their importance to the goals and vision of Virgin Atlantic, serious emphases are placed in the recruitment of staffs that care about customers and bring their individual personalities to work in the company. It provide perks for its customers in form of staffs flight discount, excellent retirement benefit as well as good health care entitlement while working for the company. The main suppliers to Virgin Atlantic airlines are Airbus and Boeing; aircraft manufacturers. They play a significant role in the operation of the airline by providing reliable and state of the arts airplanes the company. There are other companies that contribute to the successful operation of the airline such as Fuel companies that supply fuel for the operation of the airplanes, airports staffs that management the successful taking off and landing of the airplanes ,IT companies such as Del,IBM,CSC etc,that provide the hardware and software for the administrative activities of the company. Virgin Atlantic must work harmoniously with all these companies in order to have successful operation management. Since the airline industry is a highly competitive industry different airline devise methods and promotions to lure customers to their airlines. The core competitor of Virgin Atlantic in the United Kingdom is British Airways. There have been several legal as well industrial disputes between both airlines in order to entice customers from each other. Since the reduction in government influence on the aviation industry in the United Kingdom, there have been intense completions between airlines to provide services that are better than its rivals. The core services provided by Virgin Atlantic which differentiate it from competitors are innovative technologies as well cheap and affordable flight tickets in relation to its rivals. The shareholders of any business organisation are the ones that provide the capital for the operation of the business. As a result of this fact, their interest in ensuring that the business runs successfully in order to generate profit is very important. Virgin Atlantic is owned by Richard Branson (51%) and Singapore Airlines (49%) which form a global partnership and increase their operation capital for effective operation and to remain completive in the airline industry. SWOT ANALYSIS All businesses must assess and evaluate their positions in terms of where they are at the present and where want to be in future. In order to do this, the SWOT Analysis is carried out whish focus on the companys Strengths, Weaknesses, Opportunities as well as Threat it faces in relation to its operation and survival. Strengths The strengths of any organisation are toe positive advantages that it possess in relation to other organisations. The strengths of Virgin Atlantic are; Innovative and comprehensive services: Virgin Atlantic has innovative and comprehensive customer services which are designed to meet the ever increasing needs of their customers. The companys passenger services unit arranges check-in facilities, baggage handling, meal catering, and in-flight entertainment. It also provide work in association with special assistance department unit to provide customers with special travel needs such as mobility aids, special meals, health camps at departures and arrivals (Datamonitor, 2011). Association with Singapore Airline: Virgin Atlantic association with Singapore airlines has been highly beneficial to the customers of both airlines which enable them to book their flights through both companies. This association also enables virgin Atlantic to tap into the highly lucrative Asian countries thereby increasing revenue for the company as well as better services for the staffs and customers. Weakness Small Size: The apparent small size of Virgin Atlantic in relation to other big players in the aviation industry makes it difficult to compete fairly in the aviation industry. British Airways and Air France operates flights to about 300 and 244 destinations in the world in comparison to Virgin Atlantic that operates to just 30 destinations in the world. Virgin Atlantic also 38 aircrafts compared to the British airways and Air France with 238 and 558 respectively which also limit their competitiveness. Price Fixing Allegations: The Office for fair Trading (OFT) found Virgin Atlantic and Cathay Pacific guilty of price fixing allegations after a three-year investigation. They were fixing the price for flights between London to Hong Kong route and were likely to face a severe penalty of about  £250 million. Allegations of this type of nature can severely dent brand image and make customers to lose faith in the company for providing competitive price for its services. Opportunities Increase in the Global Freight sector: The International Air Transport Association (IATA) forecasted that aviation will handle 38 million tonnes of air cargo in 2014, up 12.5 million tonnes from the 26 million tonnes carried in 2009. International freight volumes are expected to grow at a CAGR of 8.2% over the forecast period (Data monitor, 2011).As a result of this promising forecast from IATA, which most of the activities occurring in the Asia pacific routes, Virgin Atlantic will benefit significantly through its association with Singapore Airline. Positive outlook of the Airline market: As a result of the Olympics coming up in the United Kingdom next year, Virgin Atlantic will benefit immensely in the transportation of tourist as well as other participant to the United Kingdom for the games. This will increase the revenue for the company as a result of the prominent position it plays in the United Kingdom aviation industry. Threats Price Discounting from Competitors: The ever increasing discount pricing in the domestic market by close competitors a such as BMI, Ryan Air, British Airways, Air France etc., has made it increasingly difficult made for Virgin Atlantic to have stable pricing structure thereby making it extremely difficult for the domestic operations to be profitable. Consequently, the increase in the size of airlines route system have significantly increase the competition between airlines thereby affecting the profitability as well as impacting on their operations. Natural Disaster: The Volcanic eruption of Mount Eyjafjallajà ¶kul in 2010, created a huge dent in the operation of Virgin Atlantic. The ash from the volcanic eruption disrupts air travel operations across Europe, with flight being grounded several European countries such as United Kingdom, Germany, France, Denmark and other Scandinavian countries. It was estimated that airlines during this period lost hundreds of millions of pounds due to flights cancellation caused by the volcanic ash. This situation severely affected the operation management of Virgin Atlantic profit. European Union (EU) Regulation: In 2005, an EU regulation came into effect for compensating passengers with valid ticket but which were denied boarding an airplane irrespective of the situation. This law also imposes fixed compensation to passengers for cancelled flights except if the airline can prove that such cancellation is caused by extraordinary circumstances, such as weather, air-traffic control delays or safety issues (Datamonitor, 2011).Subsequently, this law makes it to the prerogative of the airlines to provide meals, drinks, and accommodation as well as telephone calls for customers if delayed overnight. The overall expenses created by this law made impacted on the operational profitability of airlines in which Virgin Atlantic were one of the casualties. Jet Fuel Cost: Since the airline operation depend on the jet fuel, the instability the fuel prices has significantly affected the operations of Virgin Atlantic. The volatile price of jet fuel exacerbated by the political uprising in the Middle East has impacted on the profitability of margin of Virgin Atlantic in its operations as result of high cost of buying the fuel for the aircrafts. CHAPTER FOUR CURRENTAND FUTURE OBJECTIVE OF THE ORGANISATION After the SWOT analyses of Virgin Atlantic, it is imperative to take a deeper look into the current objective of the company in relation to its future plans. The current objective of any organization must align with its vision which is reflected in the organisations mission statement. The mission statement of Virgin Atlantic is To grow a profitable airline, that people love to fly and where people love to work (Virginatlantic.com, 2012). As result of this statement, the operation management of the organisation was designed to cater for the needs of its customers by providing the best service while delivering it in the best possible values. It also ensures that its workers not only work for the organisation but derive enormous pride, fun and sense of well-being in the course of their services to the clients. Furthermore, in-line with socially and corporate responsibility of Virgin Atlantic, introduced a wide range of environmental initiative that are meant to reduce the amount of waste generated in the company. These initiatives involves the recycling of all waste such as plastic glasses, vending cups, papers aluminum cans which are collected and recycled in order to raise money for the various charity organisations the company supports. Virgin Atlantic is also a trail blazer in the technological innovation by volunteering one of its Boeings 747 for the test of bio-fuels in operating airlines with the hope of reducing the dependency of airlines on jet fuel. As a result of the initiative, the company intends to use biofuels composed of algae as a part supplement to the jet fuel in its flight operations (Airline in first biofuel flight, 2008). The future objective of Virgin Atlantic is to seek ways in order to be competitive in the United Kingdom aviation after the tie-up agreement between British Airways and American Airlines (Sir Richard Branson begins strategic review of Virgin Atlantic, 2011).As a result of this, the company appointed Goldman Sachs to advise them about the potential approach from Air France-KLM and Delta Air Lines in order to re-align its business for future challenges (Virgin Atlantic Airways, 2011). CHAPTER 5 MARKETING AND COMMUNICATION OBJECTIVES AND STRATEGIES According to Baines et.al (2008), marketing strategy serves as the basic plan and template in which an organisation commences its operations in order to achieve its goals. The essence of marketing and communication objectives of any organisation enables it to differentiate its products and services from other related organisations. Marketing and communication strategy enables Virgin Atlantic to analyse its opportunities and target customers which it believe are relevant to short and long term goals as well as the objectives of the organisation. These strategies are achieved through various marketing mix i.e. the price, product, place and promotion which are used to communic